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Home My WebLink About03. VLMDAC January Meeting Minutes Vail Local Marketing District Advisory Council Monthly Meeting January 19, 2023, 8:30 am Grand View Room VLMDAC member attendees: In Person- Liana Moore (Antlers), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), Jonathan Reap (Four Seasons), Esmarie Faessler (Sonnenalp), Theron Gore (East West), Douglas Kessler (Homeowner) 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), Chris Romer (Vail Valley Partnership), Bob Brown (BAAG), Kim Brussow (Vail Valley Partnership), Slade Cogswell (970 Design), Satchele Burns (Steep Motion), Zoom- Kay Schneider (Vail Valley Partnership), Jeremy Coleman (BAAG), Liz Gladitsch (Town of Vail), Sylvia Rivera, Denise Miller (SMARI), Abby Oliveira (Town of Vail), Adrianna R., Charlie Herrington (Steep Motion), Hannah Peterson (Vail Resorts), Jodi Church (Destination Hotels), Nicole Ochs (Destination Hotels) Call to Order Esmarie called meeting to order 8:39AM I. Monthly Financial Report November lodging tax came in at $153,000 which is down 2.2% from last year but up 2.8% from 2019 and 9.1% up from budget Year to date is $4.6 million which is up 35.3% from 2021 and 49.2% from 2019 Total Lodging tax Budget is $5.35m for 2022 Total expenditures for the year are at $3.9m 80% of the total budget Additional Budget shift request New budget from Miles Partnership which is different from Cactus’s budget Motion to approve budget shift request for Miles Jana/ Theron/ unanimous Video Vignettes/Cinemagraphs Production Request Steep is requesting $10,000 additional dollars Motion to approve Steeps budget shift Jana/ Michael/unanimous II. Minutes • VLMDAC December 15th Minutes Approval Approval Liana/ Jonathan second/ unanimous III. Information & Discussion Updates • Swearing in of “new” board members (Douglas, Theron, Liana, Esmarie) • Board Training- postpone • Mexico PR Efforts New elevated image of Vail Summer Fall experience, Dream trips, Year-round destination, signature events, Gastronomy, curated experiences are important to the upscale families They are looking for the upscale outdoor experience • 2022 Domestic PR Efforts Vail coverage vs. Comp set- the number of Vail Clips compared to Aspen and Breckenridge is much more than we’ve seen in the past. New York Media Mission-29 Editors and freelance writers in three days from many different publications • 2023 International Partner Brief Review $120,500 budgeted for this effort International has historically meant Mexico There is not a reliable way to measure Mexico visitations to Vail Would like feedback on which way to go moving forward • Group Sales Year End Results Showed slides on overall leads and large groups contracted Cvent marketing inclusions and the results 2021 vs 2022 have doubled Group Trends- Incorporating Health & Wellness, Projections are exceeding 2019 levels, we are seeing more use of Dobson ice arena as the groups get bigger and want bigger spaces for meeting, concerts, etc.. Hotels are bringing in IT companies for more advanced technology Labor challenges continue to affect hospitality and F&B Safety & Cleanliness are still of high importance Leisure is still holding strong and paying high rates • Video/Tactical Assets Romantic couple pictures were shared Video shared of Photographer Charles Townsend “behind the scenes” • 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 • December Survey Results Respondents are very happy with the emails they receive from Discover Vail and the frequency is just right Events and Festivals are highest on the list for emails, Vail Mountain updates is second Personalization was very important • VLMD Evolution and RFP Recommendation We have a new Town Manager Russ Forrest and his approach is about goals and strategy • 2023 Partner Brief Review Miles will do further research to evolve key audiences using MRI, Kantar and Adara Cortex data Miles will be evaluating the tactics to support the 2023 strategy • Town of Vail Updates Entertaining RFP’s for the Dobson Ice Rink, it is 40 years old Tonight is the first Vail Apres Village Concert Series held on the third Thursday of the month National Brotherhood is here 4-11, Sunday the 5th is a parade-opening ceremony, Tuesday concert at Golden Peak Spring- Yeti games, Vail comedy shows, 10th mountain parades Rolling out the schedule for Spring- warm up after Spring break period April 7-8 concert at the Amphitheater instead of Ford Park • Other Business • Adjournment Motion to adjourn by Liana/ Jana second/ unanimous 11:12am Upcoming Meetings: VLMDAC Monthly Meeting Thursday, February 16, 2023 Location- Grand View Room