HomeMy WebLinkAbout04. VLMDAC August Meeting Minutes
Vail Local Marketing District Advisory Council
Monthly Meeting
August 17, 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), Douglas
Kessler (Homeowner)
Zoom-
Additional attendees:
In Person- Meggen Kirkham (SITE Marketing), Liz Gladitsch (Town of Vail), Amy
Hume (Miles), Chris Romer (Vail Valley Partnership), Alex Jakubiec (Town of
Vail), Slade Cogswell (970), Michal Bednarczyk (970), Kristin Yantis (MYPR),
Bob Brown (BAAG), Mia Vlaar (Town of Vail), Danelle Amos (Miles), Ivy Vaughn
(Miles) Abby Oliveira (Town of Vail)
Zoom- Jeremy Coleman (BAAG), Jenna Luberto (BAAG), Amanda McNally
(MYPR), Mark Grattan (Miles Partnership), Charlie Herrington (Steep Motion),
Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership),
Jodi Doney (Eagle Airport), Brennah Rosenthal (Lumenati), Thomas Bull (970)
Call to Order
Jana called meeting to order 8:35AM
I. Monthly Financial Report
II. Minute Approval
• VLMDAC July 20th, 2023 Minutes Approval
Approval first Jonathan/ second Douglas/ unanimous
Approved with the change of Jana calling the meeting to order (not
Esmarie)
III. Information & Discussion Updates
• 2024 Operating Plan & Budget
2024 Goals & Priorities Update
Discussed the four Goals
-Optimize Visitation
-Grow Database + Build Relationship
-Destination Stewardship
- Brand Positioning
2024 Preliminary Goals-
2024 Preliminary Budget $13,609,221 down 1% from 2023 forecast, flat
with actual 2022YTD actuals
2024 Proposed Budget-
2024 Revenue projection $5,430,000
2024 Lodging tax collections projected conservatively. Revenue is
forecasted down 2% for next year, but is anticipated flat due to the new
Marriott.
$5.4million is flat with 2022 Actuals and flat with 2023 forecast
Revenue forecast will continue to be monitored and adjusted through the
budget process.
Total VLMD Budget for 2024-
Scenario A: $5,418,582
- Marketing Budget $5,168,582
- Contingency $250,000
- No use of Reserves
Scenario B: $6,289,066
- Marketing Budget $5,180,000
- Contingency $250,000
- Use of Reserves $804,066
See Presentation for more detail on Historic Budget Breakout by Category
August 17: Request for Board Feedback
September 7: Request for Board Approval at Special meeting for
VLMDAC
• 2024 Campaign Update
Shared an initial video clip and exploring all of Vail for ideas
The 2024 Campaign can’t include the new brand
This is specifically getting the community involved and on -board
• July Lodging Report & Insights
July gained +10.2%
August gained +10.2%
Booking pace is up
During the Campaign timeframe- there were 6,714 hotel searches, 194
Hotel bookings and $129K Hotel revenue
Through July 31st we have spent $16,200 for over 2.2 million impressions
generating 21,000 clicks to DiscoverVail.com and 444 clicks to Book
Direct
Two campaigns coming up- Fall lodging which starts in August (28-
October 14) and early Winter lodging (October 30-December 11) to impact
11/10 to 12/18
• Summer Campaign Report & Insights
Paid traffic to site- 207,800 new users- 60% of traffic
All Digital Channels have generated over 36 million impressions across all
in-market channels
New Video spot launched August 1st
• Town of Vail Updates
Appreciation Reception
We are getting a full-time coordinator that will take on the content side of
things
• Other Business
• Adjournment
Jana called meeting to adjourn first Liana/ second Jonathan/unanimous
11:13am
Upcoming Meetings:
VLMDAC Special Board Meeting, Thursday, September 7, 2023, Virtual
VLMDAC Monthly Board Meeting Thursday, September 21, 2023
Location- Grand View Room
VLMD Meeting, Tuesday, September 19, 2023
Location- Vail Town Council Chambers