HomeMy WebLinkAbout04. VLMDAC meeting minutes February 15, 2024Vail Local Marketing District Advisory Council
Monthly Meeting
February 15, 2024, 8:30am
Grand View Room
AGENDA
VLMDAC Board Member Attendees:
In Person- Esmarie Faessler (Sonnenalp), Jana Morgan (Sweet Basil) Liana
Moore (Antlers), Theron Gore (East West), Douglas Kessler (Homeowner), Sam
Biszantz (Council Rep/Root & Flower) Kim Fuller (Jaunt Media Collective),
Jonathan Reap (Four Seasons), Patrick Davis (Manor Vail)
Zoom-
Additional attendees:
In Person- Liz Gladitsch (Town of Vail), Michal Bednarczyk (970), Mia Vlaar
(Town of Vail), Chris Romer (Vail Valley Partnership), Carlie Smith (Town of
Vail), Slade (970), Ben Walton (Miles), Kristin Yantis (MYPR), Abby Oliveira
(Town of Vail), Diana Ramirez (Town of Vail), Kristy Slack (Grand Hyatt)
Zoom- Kay Schneider (Vail Valley Partnership), Parker Owens (Bravo!Vail),
Jenna Luberto (BAAG), Jeremy Coleman (BAAG), Ivy Vaughn (Miles), Amanda
McNally (MYPR), Bob Brown (BAAG), Callie Winter (BAAG), Sara Ostrand
(Sweet Basil), Chris Fair (Resonance) Dominic Prevost (Resonance), Simona
Forbes (Resonance), Kim Brussow (Vail Valley Partnership), Juan Vargas
(Miles), Melissa Cherry (Miles), Beth Wright-Cheeseman (Miles), Jeremy Gross
(Town of Vail), Amanda McNally (MYPR)
Call to Order
Esmarie called the meeting to order 8:32 AM
I. SWEARING IN NEW VLMDAC MEMBER Stephanie Bibbens
Patrick Davis was sworn in
II. MONTHLY FINANCIAL REPORT
Dec $842,000 which is down from 2022 2.4%
2023 $5.4mil which is 1% up from 2022 and 3% from budget
III. MINUTES Approval
• VLMDAC January 18 and January 19, 2024 Minutes Approval
Approval first Theron/Lana second /unanimous
IV. INFORMATION & DISCUSSION UPDATES
• EGE Summer Flights
Summer Flights into Eagle on United from Chicago/O’Hare
and Houston/IAH starts June 7th, arrivals on Friday and Saturday
evenings and departures on Saturday and Sunday mornings
• Website Updates
A new interactive map will be live this summer
• Brand Platform
Positioning, brand Pillars, Personality, Brand Essence/Tagline were
presented
Positioning in one word-Connector
Brand Pillars-Community, Stewardship, Adventure, Innovation,
Discovery
Brand Personality- Genuine, Caring, Fun, Creative, Inspiring
Brand Essence/Tagline- The Peak of Play, Mountains of Memories,
Libe the unforgettable, Always with you, Make your Magic
The five Brand ideas that need to be narrowed down to three by the
Board
Moving forward- Send Board feedback to Resonance and have another
special meeting with them
• 2024 Goals & Tactics Phase 2
Late Winter Campaign Details- Markets- Arizona, Colorado and Utah
Summer Trip Planning Window- starting April 1st
Ripe Update- Ripe can remove their contact info if all properties decide
they don’t want Ripe involved in the modify or cancel a reservation
Board wants to know what info the properties will receive from Ripe
(specifically emails)
Campaign Enhancements for the Influencer Program were shared
Diversity Equity Inclusion (DEI) Strategy was presented by Miles
• Town of Vail Updates
• Other Business
• Adjournment
Esmarie called the meeting to adjourn 11:16 am first Jana/ second Kim
/unanimous
Upcoming Meetings:
VLMDAC Board Meeting, Thursday, March 21, 2024, Grand View Room