HomeMy WebLinkAbout04. VLMDAC April Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
April 20, 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), Theron Gore (East West), Barry
Davis (TOV Council member), Esmarie Faessler (Sonnenalp)
Zoom- 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), Liz
Gladitsch (Town of Vail), Kim Brussow (Vail Valley Partnership), Alex Jakubiec
(Town of Vail Finance), Amy Hume(Miles), Chris Romer (Vail Valley Partnership),
Jordan Halters (Bravo), Satchele Burns
Zoom- Kay Schneider (Vail Valley Partnership), Lauren Barotz, Jeremy Coleman
(BAAG), Bob Brown (BAAG), Jenna Luberto, Denise Mickelsen, Timothy Wolfe
Call to Order
Esmarie called meeting to order 8:33AM
I. Monthly Financial Report
Lodging tax year over year 2023 $2,831,248 2022 $2,674,146 5.87% difference
Month to date $846,467 Year to date $1,688,997 which is 38% of budget
Ending fund balance-year to date $5,169,000
II. Minutes
• VLMDAC March 16th Minute Approval
Approval Michael / Barry second/ unanimous
III. Information & Discussion Updates
• Media & Creative Update
Three audits done to better understand: Written Website content, Video
content, Organic social media presence
Key takeaways were shared for- Web Blog Content, Videos and Social
• Content Plan
The Content plan is already being used- 5 reasons to enjoy spring skiing
in Vail, Dog-friendly guide to Vail, only-in-Vail spa treatments
Integrated new blogs into- April and May newsletters, paid search
campaign
Will revisit quarterly to ensure it reflects Discover Vail’s product and need
• Quarterly PR Report
Kristin shared action items and accomplishments as well as discussing
Media outreach
Visiting Journalist program- June 21-25 Summer Press Trip, August 11-13
Vail wine festival partnership
Updates on competitors PR- Aspen, Breck compared to Vail
Update on paid storytelling and Mexico
• Quarterly Group Sales Report
Kim shared Q1 results year over year (2021-2023)
Cvent results 2022-2023
Total RFP’s- 2022-65, 2023-72
Total room nights- 2022-20,937, 2023-20,872
Contracted value- 2022-$1,642,370, 2023-$3,633,157
Groups on the books- Colorado is still the strongest, then the West Coast
and Northwest. Corporate, Association and Medical are the strongest
meeting types
Meeting and event trends were also presented
• Michelin
Tim Wolfe discussed the “ins and outs” of the Michelin ratings
Discussed the difference between Colorado and other states and
countries. Only restaurants in Vail and BC are rated, not say Avon or
Edwards where there are great restaurants
• Vail’s Stewardship Roadmap
Skipped because the Supplemental discussion takes precedent
• First Supplemental Request
1st Supplemental Request Timeline
April 20th- Concepts presented to Board
April 20-May15 Updates to Draft 1
May 18th 1st Supplemental Request presented to Board
June 1st Publish 1st Supplemental request to Town Council packet
June 6th Present to Town Council
Brand Platform- Develop a brand position that reflects community values,
differentiates Vail in ways that build its competitive edge.
2024 Campaign- The existing budget accounts for further evolving the life is but a
Dream campaign and nothing including budget for a new brand shot. This
RFP will request quotes for creating a new campaign
Also presented: CTO International Press Trip, Video enhancements, YouTube/Social
series, Social Media Enhancements, Website Content enhancements, Interactive Map
Phase 1, Interactive Map (in-resort), Tableau audience analysis tool, data-driven
marketing, Roadmap evolution, DiscoverVail.com chatbot, Rove
The Board asked for more details on some requests and will discuss again at the
May meeting.
• Town of Vail Updates
Exciting news about the Dobson Ice Arena renovation
• Other Business
• Adjournment
Esmarie called meeting to adjourn first/second/unanimous 11:00 am
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, May 18, 2023
Location- Grand View Room
VLMD 1st Supplemental Request, June 6, 2023
Town Council Chambers