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HomeMy WebLinkAbout04. VLMDAC special meeting minutes January 19, 2024Public Notice
Vail Local Marketing District Advisory Council
Special Meeting
January 19, 2024 10:30am
AGENDA
Jana called the meeting to order at 10:34am
Board Members attendees:
Esmarie Faessler (Sonnenalp), Jana Morgan (Sweet Basil) Liana Moore (Antlers),
Theron Gore (East West), Sam Biszantz (Town Council) Douglas Kessler (Homeowner),
Kim Fuller (Jaunt Media Collection)
Additional attendees:
Liz Gladitsch (Town of Vail), Slade Cogswell (970), Michal Bednarczyk (970), Kristin
Yantis (MYPR), Mia Vlaar (Town of Vail), Ben Walton (Miles), Beth Wright-Cheeseman
(Miles), Jeremy Coleman (BAAG), Michal Bednarczyk (970), Caitlin Hanely (East West),
Chris Romer (VVP), Bobby Lheureux (Jaunt Media Collection), Robyn Smith (Resident)
I. Brand Platform Discovery Phase Review & Discussion (30 minutes) Resonance
Presented findings of the research, survey and focus groups
II. Brand Architecture Review & Discussion (90 minutes) Resonance and VLMDAC
Board
Familiarize yourself with this Brand Archetypes resource for the discussion.
Understand that a brand position is an internal guide, not the external consumer
facing brand.
3 different brand archetypes were presented. The board was asked to narrow down to two for Resonance to move forward
The Magician // Connector
The Ruler // Excellence The Creator // Visionary
Majority agreed on The Magician // Connector but the archetype word
“Magician” isn’t the one word that best describes the brand position statement. Connector resonates best.
Ruler seems to be more of the Vail Mountain brand position. Creator was a close
second but not as strong as connector.
III. Other Business
IV. Adjournment Liana / Theron / Unanimous
Upcoming Meetings:
VLMD Meeting, Tuesday, February 6, 2024 Vail Town Council Chambers
VLMDAC Board Meeting, Thursday, February 15, 2024, Grand View Room