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Home My WebLink About01. VLMD Minutes Feb 21 2019 97 Main Street, Suite E-201, Edwards, CO 81632 VailValleyPartnership.com VLMDAC Meeting February 21, 2019 Packet link: https://vailgovrecords.com/WebLink/Browse.aspx?id=524918&dbid=0&repo=Tow nofVailLaserfiche&cr=1 Attendees: VLMDAC members: Amy Moser Harrison (Four Seasons) Yann Benjamin (Vail Mtn) Laurie Mullen (WVLM) Beth Slifer (VLMDAC) Skip Thurnauer (VLMDAC) Esmarie Faessler (Sonnenalp) Jenn Bruno (TOV) Jana Morgan (Sweet Basil) Mia Vlaar (TOV) Hannah Elfin (Vail Mtn) Hannah Green (Cactus) Chris Romer (VVP) Marrit Zoll (VVP) Carlie Smith(TOV) Matt Miano (TOV) Ernest Saeger (TOV) Chris Cremer (VCBA) Maggie Meek Garner (SITE) Amanda McNally (MYPR) Kristen Hickey (Emico Media) Katie Harker (Cactus) Kristin Yantis (MYPR) Sarah Berkheimer (Cactus) Caralene Watson (Emico) Kathy Kotula (Sage Outdoor Adventures) Alix Miller (Vail Valley Foundation) Carly West (Bravo! Vail) Mike Lee (Cactus) Amanda Blevins (Vail Jazz Foundation) Erica Cannava (Manor Vail) Ashley Ojala (Deadline Motion Works) Satchele Burns (Deadline Motion Works) Robert Prechil (In Room Productions/Mountain Arts Collective-MAC) 97 Main Street, Suite E-201, Edwards, CO 81632 VailValleyPartnership.com Meeting/Event reminders:, Economic Development Staff (5 minutes) 10th Mountain Parade March 8th Burton US Open February 25 – March 2 Vail Community Meeting March 12 (5-7pm, Donovan Pavilion) Pink Vail March 16 Powabunga Fest March 22 – 24 Monthly Financial Report: Carlie Smith, Town of Vail (5 minutes) Financials in packet should be final. Some savings on expenses to budget in 2018. Discussion ensued re: reallocation of budget from Colorado Classic; recommendation is to get approval from Town Council. Additional comments re: if interested, the request/proposal for reallocation of Co Classic funds could also include request/proposal for additional revenues from the year. Comment re: this issue will be further discussed and reviewed, at the time when appropriate reporting and information is in front of the group. Approval of January 17, 2019 minutes: Board (5 minutes) Motion: Skip / Second: Esmarie / Approval: Unanimous Swearing in of VLMDAC Members: Town Clerk, Board (5 minutes) - Jana Morgan, by new Assistant Town Clerk, Stephanie Bivens Comment: Matt Mire is not able to attend, thus cannot do the Board Training listed on today’s agenda. Postponed a month. Election of VLMDAC Officers Board (10 minutes) - Move to nominate the officers for VLMDAC (Esmarie Faessler) : Beth Slifer (Chair), Laurie Mullen (Vice Chair), Skip Thurnauer (Treasurer) Motion: Esmarie / Second: / Approval: Unanimous Civic Plan Priorities: Matt Gannett, Board (30 minutes) See slides for complete details! The EngageVail.com platform will be up throughout the project. The initial survey window is closed but another one will be put up soon. Matt would like to gather feedback from the Board regarding the plan; issues that have been raised are better parking, accessibility, and a conference center. Also looking at expanding Dobson, and looking at all five sites comprehensively. Matt gave some background information on the facilities and areas they are looking at to refamiliarize the group; and provided a recap of the update and information provided at 97 Main Street, Suite E-201, Edwards, CO 81632 VailValleyPartnership.com the Towne Council meeting. (2/19/19). Matt reviewed project details and current constraints, such as TIF revenues, covenants in place. We are entering engagement window #2, approximately March 25, 2019 to April 10, 2019. So far, they have received almost 400 surveys as of January 25 – which is great, as the goal was to get about 100. Matt also presented a breakdown of the response demographics from the surveys; 40 – 60 years old was the largest respondent group (SEE SLIDES FOR DETAILS). A meeting for input was also held with the Eagle River Youth Coalition. Matt also listed the priorities gathered from the surveys, “Outreach Key Takeaways,” and reviewed the survey analysis. Responses are on a range of “don’t do anything,” up to recommendations for major upgrades. Matt provided recap of the 4-5 top ideas for each site area from the surveys, youth, and stakeholder input. A discussion followed re: VLMD priorities and questions. • Question re: Is site redevelopment of more than one site on the table? (yes) • Discussion re: getting 2 sheets of ice at Dobson. Because of our hockey community there is a strong priority for a second sheet of ice. Emphasis on the importance of getting as many people on EngageVail as possible. The civic planning group has also reached out to people in the nearby and adjacent properties. Recommendation and question re: compile and consult an appropriate list of experts. Discussion re: how to create multi-use facilities to bring more people in mid-week. Additional parking feedback: there were many comments (120 pages); in addition to comments about adding more parking, suggestions were made for less expensive parking, more convenient, and improving and upgrading the feel of the parking. Discussion re: looking for more of a community center/multipurpose facility, serving both locals and destination visitors. Discussion re: need to balance public input and expert input. Additional comments: the VVP gets 50+ group requests per year that cannot be accommodated with current facilities. The average size is 900+. Need for deeper expert analysis of what is the target group size/ adequate square footage. Discussion re; 1500 person conference center vs. 5,000 person event/concert space, and finding a middle ground, including civic space that is large enough for groups such as non-profits, etc. Comment re: keeping green space in mind, protecting the library, or moving it and having more green space? Other radical ideas? Comment re: we don’t have enough good outdoor “hang out” and gathering spaces (like Copper Mtn.) A multi-use space that can be split into smaller spaces is one functional idea, but the priority seems to be one larger space. Comments: surveys reflect teens with families have the lowest satisfaction rating; what is being done to specifically address this? 97 Main Street, Suite E-201, Edwards, CO 81632 VailValleyPartnership.com Additional info on EngageVail.com… Collaborative Data Conversion Yann Benjamin, Mike Lee (15 minutes) Update provided by Yann and Mike; discussion re: updates on VailSummer.com. Question re: how summer content is found? Discussion re: progress on summer and winter data bases. Digital & Traditional Media Plans Cactus, SITE/Emico (30 minutes) Intoduction and welcome to Amanda. Group was not in attendance at January meeting as they were in New York for New York Media Mission. Gave overview of the trip and events. Explained their new format for their media trip sheet; more visually appealing, and branded gift boxes. Messages: beer spa treatments and llama hikes are still very popular; tours are starting in May, and dates have already sold out. Gave recap of challenges and changes in working with NY media, finding meeting times, transportation convenience and cost, etc. They would also like to rethink and reevaluate the NY trip in terms of timing, and consider any new recommendations. Discussion re: US news and World Report article; Five of the top ten Colorado hotels are in the Valley! Four in Vail! Discussion re: 2019 Media trends: (See slides) In 2018 there were large job losses in media – most since 2009 – and trend is continuing. Most journalists have less time off, and are using personal days to cover a destination, so there are additional requests to cover costs, plus ones, etc. Discussion re: monetizing content through paywalls; and 2019 as “Year of the Podcast.” PR & International Tactics MYPR (20 minutes) Please see slide details. Team recapped key insights, content, teen targeting strategies, influencer program, international sales and PR. Discussions re: ‘What’s Working” and “What’s New” for each – (see slides) Provided recap of trip details; message delivery to MX. No dance this year, only ONE targeted event in Mexico City. Questions and discussion re; staying only in Mexico, or also doing something in Panama, and how to quantify results? Discussions re: non-stop flight from Denver to Panama; investment of 6 – 10 K for Panama? Digital and Creative – 97 Main Street, Suite E-201, Edwards, CO 81632 VailValleyPartnership.com Recap of supported events, (please see slides.) Comment re: Should bravo! supported event be June rather than July because of Tosca (Tosca will sell out – it is close – and perhaps does not need the push?) Discussion re: using stories in messaging; Camp Hale tours – what more can we do in the summer? Paid Media Ecosystem recap – see slide – recap of media strategy. March 4 official launch. Recap provided of paid media spend by location (see slides for graph); with largest spend in flight-specific markets. Katie Harker – Digital Media planner - see slide. Provided recap of tactics and approach for 2019. (Side note @ 11:30am) VMS teens will be coming in soon and after discussion and lunch will begin canvassing area for teen input and ideas to “do better” with teen appreciation.) Digital Radio – recap of 2019 approach – see slide. Looking to expand beyond Pandora, w/ Tune In. Mobile AI – see slides please. Explanation of tactics for destination vs. Front Range targets 2019 Paid Social – see slide for recap – Facebook and Instagram. EMICO – recap of traditional media spend provided by Kristin Hickey. 2019 TV recap and recommendations- see slides. Owned Media and Social Video (Hannah and Hannah) – see slides, recap provided. Recommendations for $200K Allocation All Partners (30 minutes) Reallocating the funds – this has been reworked over the last month since plans presented at the last meeting. Team presented four options (see slides). Questions/discussion re: “Summer Retail/Crisis Plan,” keep some funds available for upcoming opportunities. Discussion re: availability of additional $200K from lodging tax that can also be utilized? Amount will be verified. Discussion re: clarification – shifting $200K from Colorado Classic as well as additional funds; for transparency purposes, to take this to the Council by April. Motion to move forward with reallocation: Laurie / Second: Skip / Approval: Unanimous Discussion re: Social Video concepts – see slide. 1) Avalanche dogs 2) Integrate winter and summer video footage (on same location or trail). Shots of skier, then mountain biking same terrain in the summer. Comment re: integrating Virtual Reality experience into this? 3) Hiking in Gore Range - see slide – tech point of view. Creative Review Cactus (30 minutes) Sarah B., Creative Director 97 Main Street, Suite E-201, Edwards, CO 81632 VailValleyPartnership.com Spring and Fall, “Rites of Passage” video spots. 60 and 30 second spots; includes convenient flight messageing, connecting or daily as appropriate. Comment re: next CSE meeting, suggest someone from VLMD attend once a year, and vice versa. They meet the first Wednesday of the month, if Board can please reply with a message re: who can attend? Board Training Matt Mire (15 minutes) This was postponed – Matt unable to attend. Other Business Teens have arrived for lunch and discussion. Adjournment: Motion: Esmarie/ Second: Jesse/ Approval: Unanimous At the conclusion of the meeting, a group of Vail Mountain School students, led by teacher Grant Gary, joined the meeting. The group of students, known as VMS Project Team, came to work on their “Design Thinking” project. The project is helping the VLMDAC to “learn more about what teens are imagining Vail could be,” and after lunch was served, the students were heading out to conduct teen interviews and gather information for the project. Before heading out, the teens were shown the video clips that were shot to be geared toward teens. They were given a chance to share their thoughts. Asked “who liked it, and who did not, and why,” there were a handful of teens in both reply categories who were willing to share their opinions: Those who stated they did not like the spot gave a quick answer: one thought it looked/sounded like a movie trailer, so she was surprised there was no movie; one teen said the participants filmed in the spot did not look to be of teen age- he thought they were in their 30’s; another commented that the activities all looked hard to do. Pizza and salad were served and the teens then went out to conduct interviews. Thanks to Jenn Bruno for bringing this opportunity to us! 