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Lodging Liaison Report, 2022-09-30To: Vail Local Marketing District Advisory Council From: Mark Herron, Vail Local District Lodging Liaison Date: September 30, 2022 Re: First, Second and Third Quarter Lodging Reports First Quarter • Sent Winter Roundtable presentation to all requesting properties • Provided a report on Mexico Visitation Strategies (seven properties contributing) • Attended all Partner monthly meetings, partner calls and special meetings • Provided Book>Direct research from launch through 2021 on the Book>Direct agreement including historical B>D facts, spreadsheets, slide presentation and a Partners meeting to determine future goals and KPI's for the Book>Direct contract renewal • Established lodging Book>Direct goals • Attended all scheduled meetings in person and via Zoom • Participated in Brown Analytics implementation of DiscoverVail.com and data systems goals for 2022 and beyond. • Assisted in the recruitment of properties to participate in Inntopia's Weekend Outlook Straw Poll Report. • Co-hosted with the VVP all bi-weekly Group Sales Advisory Council meetings • Attended all VLMD Board meetings • Called and visited lodging personnel as needed to recruit and solicit participation in events, promotions, and request lodging needs. Communicated through Lodging Postcards and/or emails • Attended bi-weekly staff meetings as requested. • Provided Tool Kit update • Submitted Lodging Liaison tactics to the Board. • Increased and updated Vail Community Partners Lodging Contact List - shared document • Coordinated with Simpleview and Cactus to create and build out new website pixels to enhance the opening page and interior pages. • Provided Book>Direct API support and connectivity to lodging sector as needed. Assisted properties without API with connections to Call to Book. • Recruited Lodges to participate in Easter Specials of DiscoberVail.com • Collaborated with Cactus and Simpleview on SEO update • Assisted in setting goals for referral tracking and conversion data • Managed lodging listings via Book>Direct • Created spreadsheets for Book>Direct seasonal lodging participation Specials tab. • Recruited 2 new properties to Discovervail.com. • Contacted every Discovervail.com lodging property to update their listing information, descriptions, and photography via Simple View. • Worked with SimpleView to develop entry barriers on Book>Direct that requires the consumer to provide an email and zip code to view the Seasonal Specials tab. • Directed lodges without monthly/accumulative DestiMetric marketing reports (Occupancy, ADR, Pace and Trends) to review them via Board meeting minutes. • Attended Group Sales Advisory Council reception • Communicated via personal/group emails and phone calls to lodging properties; VLMD initiatives, promotions, organizational awareness, meetings, I-70 construction, Vail Resorts winter improvements, etc. • Work with MYPR to collect lodging renovation projects Second Quarter • Hosted Vail Lodging Summer Roundtable June 9, 2022, with Vail Valley Partnership, Vail Local Marketing District, Town of Vail, Vail Resorts, Vail Police, Eagle County Fire Department and Vail Chamber and Business Association • Attended all VLMD Board meetings • Conducted Lodging phone calls and individual meetings at the discretion of VLMD to solicit lodging feedback on pertinent topics. • Attended ToV relevant lodging City Council meetings • Provided support and communication for VLMD initiatives TOV and Lodging advocacy (i.e., DestiMetrics Weekend Straw Poll, Mexican Visitation Survey, House Bill 1117, Regional Transportation Authority ballot support, Housing communication, TOV Affordable Housing Tax, Group Sales, Qualitative Research Project.) • Assisted MYPR with communication and participated in program initiatives (i.e., Lodging renovations, Discover Vail Summer Influencer Cash Co-Op Program, Vail PR Partners Vail Dream Experiences, etc.) • Assisted VVP Group Sales with images to submit to Simpleview to upgrade the Group Sales page. • Attended all Partner meetings in person and via Zoom as requested • Co-hosted with the VVP all bi-weekly Group Sales Advisory Council meetings. • Attended Group Sales Advisory Council reception • Recruited Lodges to participate in Summer Specials of DiscoverVail.com • Attended all Partner monthly meetings, partner calls and special meetings • Began promoting with Lodging partners, a community wide "Life is But a Dream" Kick Off Party/Presentation. • Created new Discovervail Lodging opening page and interior page • Recruited one new property to participate in Discovervail.com • Solicit Partner feedback (TOV, VVP, MYPR, VCBA) • Encouraged lodging sector to participate in the Colorado Lodging Association tourism campaign • Worked with Simpleview to develop special landing pages link to a Book>>Direct tab • Collaborate with VVP to support the Group marketing plan Third Quarter • Recruited three properties to participate in Cactus Qualitative Research Project. Confirmed 10-20 guests per property to participate and provided support as needed • Attended all VLMD Board meetings • Attended all Partner monthly meetings, partner calls and special meetings • Contacted lodging personnel as needed to recruit and solicit participation in events, promotions, and request lodging needs • Participated in the Early Winter paid media meetings and prepared a teaser promotion to begin recruiting properties to participate • Recruited 10 lodging packages to participate in Fall/Early Winter Specials of DiscoberVail.com • Contacted and confirmed all presenters for the Winter Lodging Roundtable (Vail Valley Partnership, Vail Local Marketing District, Town of Vail, Vail Resorts, Vail Police Department and Vail Chamber and Business Association) reserved meeting room and applied for liquor license pending • Attended bi-weekly staff meetings as requested. • Submitted Summer Lodging Survey for approval • Communicated with Lodging partners via Phone, Zoom, Postcards and/or emails • Attended all meetings in person and via Zoom as requested • Co-hosted with the VVP all bi-weekly Group Sales Advisory Council meetings. • Updated Vail Community Partners Lodging Contact List - shared document • Recruited 2 more properties to participate in Discovervail.com • Worked with SimpleView to onboard new properties • Attended Group Sales Advisory Council reception • Prepared Lodging Postcards for; save the date, invitations and reminders of upcoming lodging events, promotions, and meetings Fourth Quarter Initiatives • Host Winter Lodging Roundtable scheduled for November 16, 2022 • Secure Vail liquor license October 12th for Roundtable • Attend Board meetings in October, November, and December and special Board meeting October 6th • Send new Survey to all Vail Lodging properties • Conduct Lodging Survey SOAR analysis if deemed necessary • Promote VLMD Early Lodging paid media plan and recruit lodging properties to promote for Lodging Specials • Provide handover of Lodging Liaison to VVP Chris Romer