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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