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