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HomeMy WebLinkAbout01. VLMDAC meeting minutes March 21 2024Vail Local Marketing District Advisory Council Monthly Meeting March 21, 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) Jonathan Reap (Four Seasons), Patrick Davis (Manor Vail), Randi Weingartner (Vail Resorts) Zoom- Kim Fuller (Jaunt Media Collective), Additional attendees: In Person- Liz Gladitsch (Town of Vail), Mia Vlaar (Town of Vail), Chris Romer (Vail Valley Partnership), Carlie Smith (Town of Vail), Ben Walton (Miles), Kristin Yantis (MYPR), Abby Oliveira (Town of Vail), Diana Ramirez (Town of Vail), Kristy Slack (Grand Hyatt), Michal Bednarczyk (970), Charlie Carpenter (Grand Hyatt), Parker Owens (Bravo! Vail) Zoom- Kay Schneider (Vail Valley Partnership), Amanda McNally (MYPR), Bob Brown (BAAG), Chris Fair (Resonance) Dominic Prevost (Resonance), Simona Forbes (Resonance), Kim Brussow (Vail Valley Partnership), Jeremy Gross (Town of Vail), Jenna Luberto (BAAG), Slade Cogswell (970) Call to Order Esmarie called the meeting to order 8:35 AM I. SWEARING IN NEW VLMDAC MEMBER Stephanie Bibbens Randi Weingartner (Vail Resorts) was sworn in II. MONTHLY FINANCIAL REPORT Year End Results: Fund Balance utilized $431K of fund balance in 2023; projected to use additional $311K in 2024- discussion ensued on how to possibly spend III. MINUTES Approval • VLMDAC February 18, 2024 Minutes Approval Approval Douglas first / Liana second /unanimous IV. INFORMATION & DISCUSSION UPDATES • 2024 PR Goals & Tactics In-market media activations to include- Front Range F&B event Media Events- Travel Classics, Adventure Travel Trade Ass. Satellite Media Tour Michelin International PR- Mexico City F&B, Michelin messaging event • Meta Business Account Presented restrictions since 2020 on DiscoverVail meta accounts Miles and Liz’s team are working on an appeal with Instagram to get our account unfrozen Will discuss more next month, and will continue with appeal • Ripe Booking Platform Initial set up for 500 listings- $10,000 ~$3,000 per month for ongoing Discussion ensued and Eric from Ripe answered questions Motion to approve moving $48,500 from Winter photos to Data Jonathan first/ Liana second/ unanimous • Brand Platform Revising the Pillars Pioneering Spirit Vibrant Village Year-round Discovery Elevated Experience If Vail were a person, how would they behave Passionate, Charming, Inspiring, Memorable The Wordmark of the logo should be VAIL There will be a special meeting in early April to discuss brand identity development and Resonance will be presenting design mood boards across multiple themes. The desired outcome of the meeting is to have alignment to one theme to focus logo exploration against. • 2024 Campaign Update Primary audiences- Families, Empty Nesters, Travel Intenders, Previous guests, Latin X “Discover the Vail Moment” is the tagline #vailmoment is the hashtag Alternative tagline- “A moment for…..” Campaign Pillars- One of a kind Village A shared love for place Spontaneous moments A welcoming, elevated experience • Town of Vail Updates Topics at the Town Council retreat- housing, employees, events, excellent customer service from the town Taste of Vail April 3-5 and Apres at the Amp April 4-6 April 19- end of season bash Golden Peak 1-7 pm, suitcase giveaways to Vegas, BlackHawk and Vail Mountain Pride is hosting Queer Ski Weekend this weekend • Other Business • Adjournment Esmarie called the meeting to adjourn 11:04 am Jonathan first / Liana Second/unanimous Upcoming Meetings: VLMDAC Special Board Meeting, VLMDAC Special Board Meeting, Wednesday, April 3, 2024, Virtual VLMDAC Board Meeting, Thursday, April 18, 2024, Grand View Room