HomeMy WebLinkAbout01. VLMDAC November Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
November 17th, 2022, 8:30 am
In person Grand View Room & Virtual Zoom
VLMDAC member attendees:
In Person- Liana Moore (Antlers), Jana Morgan (Sweet Basil), Michael
Holton (Vail Health), Esmarie Faessler (Sonnenalp)
Zoom- Lauren Barotz (Vail Resorts), Douglas Kessler (Home Owner), Theron
Gore (East West)
Additional attendees:
In Person- Mia Vlaar (Town of Vail), Kristin Yantis (MYPR), Ainslie Fortune
(Cactus), Jeremy Gross (Town of Vail), Carlie Smith (Town of Vail), Meggen
Kirkham(SITE Marketing), Mark Herron (Lodging Liaison), Chris Romer (Vail
Valley Partnership), Abby Oliveira (Town of Vail), Slade Cogswell (970
Design), Bob Brown (BAAG), Jeremy Coleman (BAAG)
Zoom- Kim Brussow (Vail Valley Partnership), Ali Longwell (Vail Daily),
Jenna Luberto, Shun-Luoi Fong (Cactus), Matthew Stontz (Cactus), Charlie
Herrington, Michaella Hader (Cactus), Robert Troller, Parker Owens (Bravo),
Naveen Chandra, Kelly Ladyga (pineapple digital)
Call to Order
Esmarie called meeting to order 8:37am
I. MONTHLY FINANCIAL REPORT –
September collections are $313,000 which is 3.3% up from 2021 and way
above 2019 at 8%
Year to Date is $4.25m which is up 39% from 2021 and 50% from 2019
and 19.3% above budget
2022 Amended Budget-Lodging Tax Collections: $5,350,000
- Revenue increase of $915,000
- Projected ending fund balance is now $3,175,898, 59% of annual
revenues
II. APPROVALS
- VLMDAC October 20 Minute Approval
Approval Liana/ ??? second/ unanimous
III. INFORMATION & DISCUSSION UPDATES
- Board Orientation & Training
Mia explained the role of the Board members
- Year to Date Recap & Learnings
Cactus went over “life is but a dream” campaign Spring, Summer, Fall
and overall year results
Paid Media Results, web results
Dream trip influencer test- Macro vs. Mega
- CRM and Analytics Update
Presented end of year results and accomplishments -see presentation
for details
- Travel Classics Recap
There were 14 editors and 40 freelance writers attending
There were over 30 local partners that participated
The BIG event was a Vail Village History Tour & Taste of Vail Dinner
- 2023 Loyalty Program/Bucket List
Personalized Bucket List Campaign- create a campaign that provides
engaging and unique personalized content to potential Vail visitors in
exchange for in-depth customer data that can be used for future
targeted marketing
Schedule/Timeline was shared
- Video Film Episodes
Shared two videos that are on the website
There are six videos and two more in production
- Town of Vail Updates
Current push is our Revelry activities
Vail Holidays starts December 17th with Santa
- Other Business
Several Board Members are up- Douglas and Esmarie have turned in
their applications
Presenting the budget on December 6th but it may be the 20th or
January
Hold December 20th for interviews
- Adjournment
Motion to adjourn by ?? / ?? second/ unanimous 11:24AM
Upcoming Meetings:
VLMDAC Board Meeting, Thursday, December 15, 2022, Grand View Room