HomeMy WebLinkAbout03. VLMDAC September Special Meeting MinutesVail Local Marketing District Advisory Council
Special Meeting
September 7, 2023 8:30am
Board- Jana Morgan (Sweet Basil), Theron Gore (East West), Barry Davis (council member), Douglas
Kessler (Member at large), Esmarie Faessler (Sonnenalp), Liana Moore (Antlers), Lauren Barotz (Vail
Resorts)
Attendees- Liz Gladitsch (TOV) Kay Schneider (VVP), Amy Hume (Miles), Bob Brown (BAAG) Mia Vlaar
(TOV), Alex Jakubiec (TOV), Chris Romer (VVP), Jeremy Coleman (BAAG), Kristin Yanis (MYPR), Mami
Futagami, Meggan Kirkham (SITE marketing), Michal Bednarczyk (970 Design), Mina Flood Robertson
(Miles Partnership), Parker Owens (Bravo), Tom Bull (970 Design)
Jana called meeting to order 8:32am
INFORMATION & DISCUSSION
2024 Operating Plan
Keep in mind this is how we will present to the Town Council and at the end we will need a vote from the
board.
We are in a transition year – 2023 work and results will impact and enhance the work to be done in 2024
Campaigns in 2023- Life is but a dream is continuing to do well
Our efforts this Spring and Summer have generated increased traction, $420,000 hotel revenue, 21,000
hotel searches, 550 hotel bookings
Continued database growth and engagement improvements in email
• Action Requested of Board to approve or approve with changes
Barry moved to approve the 2023 Goals /Jana second/ unanimous
2024 Objectives & Priorities
Visitation- Target the high net worth guests, maximize longer stays and higher spend. Ramp up efforts to
take market share away from competitors, prioritize Mexico efforts
Loyalty- Grow database and use data to understand out guest to enhance engagement & loyalty.
Analytics Center of excellence to provide insights beyond email and database.
Hyper-personalization in email
Grow highly-engaged newsletter sign up on web and in-market
Enhanced video strategy to build up on owner channels
Stewardship- launch new brand to build Vail’s competitive advantage. Build a brand campaign. Create an
in-market stewardship campaign
Brand- Build a brand campaign around true attributes and drive traveler intent. Strategy and production
for 2025 brand launch. Create board mission for VLMD to guide strategy
Audiences moving forward-
Primary- High net worth (empty nesters and family)
Secondary- Travel Intenders
2024 we will introduce ADARA Consortium, we will have the ability to build loyalty with this.
2024 proposed budget to increase by $50,000 to accommodate a shift in brand development from 2023
to 2024. There will be a savings in 2023. Liz will update this slide to reflect that.
Liz will send an updated Budget and reserves comparison as the fund budget will shift slightly.
Discussion ensued around how the information would be presented to Town Council.
2024 Operating Plan $5,771,200
Esmarie motioned to approve the 2024 operating plan of $5,771,200/ Barry second/unanimous
Everyone is welcome to come support Jana as she presents on September 19th.
Other Business
Adjournment 9:36am Barry first/Douglas second/unanimous
Upcoming Meetings:
VLMD Board Meeting, Tuesday, September 19, 2023, Vail Town Council Chambers
VLMDAC Board Meeting, Thursday, September 21, 2023, Grand View Room