HomeMy WebLinkAbout04. VLMDAC September Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
September 15th, 2022, 8:00 am
In person Grand View Room & Virtual Zoom
VLMDAC member attendees:
In Person- Liana Moore (Antlers), Jana Morgan (Sweet Basil), Michael Holton
(Vail Health), Barry Davis (Town Council), Douglas Kessler (Home Owner),
Jonathan Reap (Four Seasons), Lauren Barotz (Vail Resorts), Esmarie Faessler
(Sonnenalp), Theron Gore (East West Resorts)
Additional attendees:
In Person- Mia Vlaar (Town of Vail), Kristin Yantis (MYPR), Ainslie Fortune
(Cactus), Liz Gladitsch (Town of Vail), Jeremy Gross (Town of Vail), Chris Romer
(Vail Valley Partnership), Carlie Smith (Town of Vail), Meggen Kirkham(SITE
Marketing), Kim Brussow (Vail Valley Partnership) Mark Herron (Lodging
Liaison), Rob Troller (Cactus), Chris Shewmake(Cactus), Matthew Stontz
(Cactus),Kelly Ladyga, Jeff Strahl (Cactus), Heather Vazza (Cactus), Abby
Oliveira (Town of Vail), Parker Owens (Bravo! Vail), Laura Libby (Miles
Partnership), Hannah Brown (Miles Partnership), Michael Bednarczyk (970
Design), Thomas Pull (970 Design), Slade Cogswell (970 Design), Ori Anderson
(970 Design), Emily Haelen (970 Design)
Zoom- Kay Schneider (Vail Valley Partnership), Bob Brown (BAAG), Jeremy
Coleman (BAAG), Jenna Luberto, Lee Ladyga, Charlie Herrington
Call to Order
Esmarie called meeting to order 8:28AM
I. Monthly Financial Report
Year to date $3.68m which is 49% ahead of 2019 and 48.1% ahead of 2021
Expenditures are $2.8mil which is 51% of budget
II. Swearing in of New Board Members
Stephanie Bibbens swore in the following new Board Members:
Jonathan Reap from Four Seasons
Theron Gore from East West Resorts
Doug Kessler Home Owner
III. Approvals
• VLMDAC August 18th and September 6th Minutes Approval
Approval Barry/ Jana second/ unanimous
IV. Information & Discussion Updates
• 2023 Draft Strategic Operating Plan & Budget
Review what was talked about last meeting and on September 6th
2023 Revenue projected is $4,700,000
Total VLMD Budget $6,100,000
Carly has been promoted to Finance Director
VLMDAC aligns VLMD operating plan and budget to Town Council’s
Vision, Mission and Action Plan
2023 Goals & Priorities-
Business Goal- Drive responsible revenue growth in Vail by focusing on
quality of guest, length of stay and guest spend, while effectively
communicating community values.
Optimize Visitation- Grow Database + Build Relationship- Destiantion
Stewardship- Brand Positioning
Motion to Approve 2023 Operating plan for $4,700,000 Barry/ Liana
second/unanimous
• 2022 Winter Campaign
“Life is but a Dream” keep for winter, add ice skating rink, snow on the
mountains in the background
Expressing the Brand
Campaign Media Performance- in 2022, guests stayed longer and spent
more
Special meeting October 6th to discuss this further
Lauren and other board members voiced concern over the creative part of
the campaign but agreed to approve the spend- not creative
Approve of spend $111,588 not creative Jana/ Liana second/
unanimous
• SEO/Content Plan Updates
Results from June 1-August 31, 2022
545% increase in organic traffic- 133k visitors vs. 14k visitors last year
528% increase in new users to site
The significant increases are a result of technical fixes to the site
Colorado remains the highest traffic state followed by Arizona
Phoenix was the number one city in terms of organic traffic to the website
All new blog posts are ranking on page 1 and 2 in search results for their
relevant keyword or search term
• Other Business-
• Town of Vail Updates-
• RFP Presentations
Part 1- Finalist Presentations for:
- Full Service Creative Agency
Cactus, 970 Design, Mindgruve, Zimmerman
- Content Strategy, Creation and Management
20 North, 970 Design, Mindgruve
Part 2- October 20 Finalist Presentation for:
- Website Technical Management/Development/Population
970 Design, Cactus, Hyfyve
- Traditional and Digital Media Planning, Buying, Optimization, Billing &
Reporting
Cactus, Miles Partnership
VLMDAC Executive Session: October 20
- Selections made and awarded for full RFP from above presentations
- All bidders will be notified of final decision
• Adjournment
Motion to adjourn by Lauren/ Jonathan second/ unanimous
• Appendix
-Website optimizations
Upcoming Meetings:
VLMD Operating Plan & Budget Meeting, September 20, Town Council Chambers
VLMDAC Monthly Meeting Thursday, October 20, 2022
Location- Grand View Room