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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