HomeMy WebLinkAbout04. VLMDAC July Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
July 20, 2023, 8:30 am
Grand View Room
VLMDAC member attendees:
In Person- Jana Morgan (Sweet Basil) Liana Moore (Antlers), Theron Gore (East
West), Lauren Barotz (Vail Resorts), Jonathan Reap (Four Seasons), Barry Davis
(Council Member)
Zoom- Douglas Kessler (Homeowner)
Additional attendees:
In Person- Meggen Kirkham(SITE Marketing), Liz Gladitsch (Town of Vail), Amy
Hume(Miles), Chris Romer (Vail Valley Partnership), Alex J.(Town of Vail), Slade
Cogswell(970), Michal Bednarczyk (970), Kim Brussow (Vail Valley Partnership),
Kristin Yantis (MYPR), Kay Schneider (Vail Valley Partnership), Bob
Brown(BAAG), Mia Vlaar (Town of Vail), Alex Rodiguez (Lumenati), Evan
Swinehart (Lumenati), Dominic Prevost (Resonance), Dianna Carr (Resonance),
Simona Forbes (Resonance), Abby Oliveira (Town of Vail)
Zoom- Jeremy Coleman (BAAG), Jenna Luberto (BAAG), Amanda
McNally(MYPR), Mark Grattan(Miles Partnership), Charlie Herrington (Steep
Motion)
Call to Order
Esmarie called meeting to order 8:37AM
I. Monthly Financial Report
Alex reported May lodging tax collection $65,366 which is down 10% from last
year
Year to date lodging tax revenue $3.1million are up by 5.6%
Year to date expenditures totaled $2.2million budgeted $6.8million
Fund balance $2.3million at the end of the year 45%
II. Minute Approval
• VLMDAC June 1st, 2023 Minutes Approval
Approval Liana first/ JR second/ unanimous
III. Information & Discussion Updates
• 2024 Campaign Concepts
970 and Lumenati presented
Concept 1- “It takes a village”
Links to examples:
Airbnb: "Trips - San Francisco" (vimeo.com)
VW | The New Grand California | Welcome Home on Vimeo
Concept 2- “Just another mountain town”
Links to examples:
https://i.vimeocdn.com/video/624016783-
0cd0bef1216faf1412cea904ea6ca14b41f1d355da6e0411c73b5a5dd98a6
a63-d_130x73
Mercedes-Benz #GrowUp “Anthem” on Vimeo
California Tourism - Dreamers TV Commercial - YouTube
Concept 3- “Make it yours”
Links to examples:
Stept Studios on Instagram: “Natura #directorscut Directed by @camilacornelsen
DP: @williamsossai Agency: @galeria.ag Client: Natura Production:
@tropical.film…”
Nikon | Everything Starts with a Detail on Vimeo
Motion to approve Number 1- It takes a Village
Approval JR first/ Barry second/ unanimous
• Vail Stewardship Roadmap
June 20th the stewardship was adopted
The entire plan is in the packet
-Make Vail more liveable- Housing
-World-class experience-
-Invigorate Vail’s spirit-
-Continue Vail’s commitment to environmental stewardship
-Energize Vail’s brand
• 2024 Operating Plan & Budget
Budget scenarios
A- $5.4 million
4% Annual Operating Budget: $5.4m
Use of Reserves: $0
Transfer to General Fund $0
B- Up to $6.6m
4% annual operating increase + use of reserves:
Annual Operating Budget: $5.4m
*Use of Reserves: $1.2m
Transfer to General Fund: $0
*not to exceed, while retaining 25% fund balance
One-time spend only
• 2024 Goals & Priorities
Goal: Year-round/Winter inclusion
Priority: Destination Stewardship with direction from Vail’s Stewardship
Roadmap
Updates based on Brand Development may occur Dec 2023- Jan. 2024
Optimize Visitation, Grow Database & Build Relationship, Destination
Stewardship, Brand Positioning
• Organic Website Report
Organic traffic- looked at June, looked better than last year
Noted something odd happening since fourth of July with decline in traffic
New users are up, bookdirect clicks are up
Website is maintaining its position with Google
Blogs have been created and optimized for content
July 2023 Campaign
• Public Relations Update
We have been busy- we attended a Mexico media mission in Mexico city,
Did Media outreach, Influencer & Blogger strategies, we write a monthly
destination stewardship column in the Vail Daily
Measuring PR- secure at least two dozen stories that include
DiscoverVail.com, secure at least two dozen stories or visits from media
Media hosting- 8 domestic & international visits in June
Shared examples of Influencer Program (see presentation)
We have 15 media, blogger & influencer visits in July & August
And will attend Travel Classics in Vancouver
• Group Sales Update
Groups remain strong, we are up 43% on leads since COVID
Developing a marketing piece in video possibly
Won the bid for InterSki for 2027
Shared Cvent groups booked, new Cvent contact
Group travel trends- short lead times continue, increase in event
spending, business travels are taking a step back, millennials are the
decision makers right now, looking for “purposeful” experiences
• Town of Vail Updates
• Other Business
• Adjournment
Jana called meeting to adjourn Liana first/ JR second/unanimous 11:01am
• Brand Platform Working Session
Upcoming Meetings:
VLMDAC Monthly Meeting Thursday, August 17, 2023
Location- Grand View Room