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HomeMy WebLinkAbout01. VLMDAC December Meeting Minutes Vail Local Marketing District Advisory Council Monthly Meeting December 15th, 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), Jonathan Reap (Four Seasons), Esmarie Faessler (Sonnenalp), Barry Davis (Town Council) Zoom- Douglas Kessler (Home Owner), Lauren Barotz (Vail Resorts), Theron Gore (East West Resorts) Additional attendees: In Person- Mia Vlaar (Town of Vail), Kristin Yantis (MYPR), Jeremy Gross (Town of Vail), Carlie Smith (Town of Vail), Meggen Kirkham (SITE Marketing), Mark Herron (Lodging Liaison), Abby Oliveira (Town of Vail), Chris Romer (Vail Valley Partnership), Liz Gladitsch (Town of Vail), Bob Brown (BAAG) Zoom- Kay Schneider (Vail Valley Partnership), Jeremy Coleman (BAAG), Jodi Doney (EV Airport), Kim Brussow (Vail Valley Partnership), Robert Troller (Cactus), Heather Vassa (Cactus), Danelle Amos (Miles Partnership), Jenna Luberto, Laura Libby (Miles Partnership), Jeff Strahl (Cactus), Mat Stontz (Cactus), Ainslie Fortune (Cactus), Amy Hume (Miles Partnership) Call to Order Esmarie called meeting to order 8:35AM I. Monthly Financial Report We had a supplemental a few weeks ago, we adjusted revenues New amended budget $5,354,000 October $144,000 down 1.5% from prior year 37.2% above 2021 which is about $800,000 Year to date expenditures $3.5million which is 71% of the total $4.85million II. Minutes • VLMDAC November 17th Minutes Approval Approval Barry/Liana second/ unanimous III. Information & Discussion Updates • Group Sales Update Kim shared the new Groups page on the website Discussion ensued over the pictures chosen- these pictures were sent by the properties. Kim is happy to change pictures if properties want to send others Everything is good news- we are up on contracted groups and room nights 2022 Groups on the books 2023 & beyond- CO. is still the strongest but seeing the Northeast come back CVENT results-RFP’s 2021-153 2022-255 Meetings & Events Incentive Rebate Meeting Industry Trends- Increase in attendees, social activism will play a big role, Leisure destinations are more attractive than metro areas • Research Update Guests only picked Vail after researching what they could do in Vail, Instagram was a big influence on that The study focused on understanding our guests’ experiences through the entire journey- Planning, Vail Experience, Post trip attitudes There is more in the appendix • Winter Paid Media Results Paid media results to support early season winter lodging 11/8 to 12/4 Focused on Front Range guests with “find dream lodging deals” Media resulted in $370,000 in hotel revenue, though it’s hard to say how much was actually early season Chris discussed DestiMetrics Winter is lagging a little, November is down 17% November and Thanksgiving week over the past 20 years are driven by snow • Tier 1/Tier 2/Tactical Asset Update Shared pictures from the campaign Working on animation for social media- shared clips Tactical pictures were taken with Jack, dining, hiking • 2023 Loyalty Program/Bucket List To create a campaign that provides engaging and unique personalized content in exchange for in-depth customer data Bucket list Brainstorm- goal to finalize 50 to use • Vail Signage Concept Create an Iconic well located sign Drive greater marketing awareness, establish social media posting Our sign now is just down from the Ski Museum, compare it to signs (sometimes gaudy) from around the world Low cost, high standard, photo opportunity Discussion ensued, the Board did not like this idea • Town of Vail Updates Presenting the 3rd and 4th pilar on Tuesday afternoon to the Council You will see an email shortly if you re-applied for your position Today is Vail’s Birthday Today at 1:00pm there is a DJ at Eagles Nest Tonight is the Tree Lighting at 5:00pm at the Children’s Fountain Friday and Saturday are live music at the stage at Solaris • Other Business • Adjournment Motion to adjourn by Michael/ Barry second/ unanimous • Appendix Upcoming Meetings: VLMDAC Monthly Meeting Thursday, January 19, 2023 Location- Grand View Room