HomeMy WebLinkAbout03. VLMDAC Minutes July 16_ 2020 Vail Local Marketing District Advisory Council Monthly Meeting NOTES July 16, 2020, 8:30 am
Meeting held via Zoom and at Donovan pavilion VLMDAC member attendees:
In person: Erick Cannava (Manor Vail), Esmarie Faessler (Sonnenalp), Laurie Mullen (West Vail Liquor Mart), Jenn Bruno (Vail Town Council), Skip Thurnauer, Beth Slifer (Slifer Designs), Jana Morgan (Sweet Basil) Via Zoom: Amy Moser Harrison (Four Seasons) Additional attendees:
In person: Ainslie Fortune (Cactus), Thomas Vossler (Cactus), Mike Lee (Cactus) Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing), Liz Gladitsch (Town of Vail), Mia Vlaar (Town of Vail), Jeremy Gross (Town of Vail),
Via Zoom: Phil Metz (Vail Mtn), Pete Osorio (Vail Mtn), Ali Wadey (representing CSE), Sarah Berkheimer (Cactus), Ashley Ojala and Satchele Burns (Steep Motion) Corinne Baud (MYPR), Jennifer Viditz-Ward (Vail Resorts), Sylvia (Mexico PR Rep) Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership),
Liana More Call to Order Meeting called to order at 8:35am by Beth Slifer
Attendees were present at Donovan Pavilion as well as on Zoom. Approval of June 18, 2020 Minutes Motion to approve by Beth, second by Skip, unanimous
Results To Date (Cactus) Due to technical difficulties, notes were not taken on this item. Short summary: - May Occupancy: 4.9%, -77 YOY
- June Occupancy: 15%, -68 YOY - May Sales Tax: -43.6% YOY
- May Lodging Tax: -37% YOY Paid Media
- Bulk of clicks coming from PPC and display with Front Range families being largest opportunity Adara Results: (can pull results from 20% of Vail lodging base)
- June average length of stay: 3 nights - Highest booking rate came from people searching for where to stay and dining in Vail
- Displays on Vail Daily performing the highest, resulting in longest average length of stay Website results: Continuing to optimize web site visitation. Total site visitors: 27.4K Optimizations - Shift more budget to Paid Search in Front Range and drive market - PPC is driving the most hotel bookings and second highest average length of stay - Front Range and Chicago markets have high click & booking volume - Shift more budget to Vail Daily display placements - Stop running paid targeted emails PR Update – Kristin Yantis Due to technical difficulties, notes were not taken on this item. Short summary: - Media outlets continue to close and ceasing travel coverage - Major newspapers only covering in-state travel - Media outreach has shifted creativily to zoom meetings and zoom happy hours and unique pitches eg: US locations that feel like Europe (Vail made that list) - Did a trip giveaway in West of 105 - Mexico Update
o 13M in reach (great results especially given the allocated time/budget towards Mexico at this time) Group Sales Report
Kim shared cancellations and re-bookings in the valley, discussed Cvent leads and discussed canceled/postponed group sales events. See presentation for group sales- future forecast. - Shifting sales focus to Colorado Markets - Adding efforts to Cvent platform Tactical Asset Acquisition Update
Discussion ensued about photography in the Village. How can we capture more diversity and how can we continue to capture the unique villages of Vail. How can we highlight Lionshead?
CSE Meeting Update- Mia Vlaar Events are in constant flux due to shifting public health orders but smaller, re-worked events are taking place to accommodate those orders and can easily shift as needed. VLMDAC 2021 Budget Discussion
Plan A – 50% of 2019 revenues ($2,044,024) or Plan B- 60% of 2019 revenues ($2,415,198) Plan A is more conservative, Plan B is more optimistic
Discussion ensued Vote- Skip: motion to approve/Second Jana/ Unanimous in favor of recommending for plan A - 50% of 2019 revenues ($2,044,024)
Planning Work Session Ainslie (Cactus) presented Focus on new initiatives and refine existing. Conversations around the below Initiatives:
- NEW Database growth- discussion ensued o High focus on growth of guest database. How can we act on low touch items. Ie: access to
loyalists on busses/walking through town, parking screens, event producers, TOV venues, Lodging, Businesses etc.
o We need a clear value add to join. Sign up for list of itineraries. Learn what is happening weekly, monthly, seasonally, etc.
- Continue refinement of DiscoverVail.com - Vail Resorts- what does our partnership look like with VR moving forward? It is hard to say at this
time with less communication - Skip: Continue to evaluate “what ifs” Is Vail the same? We need to continue to evaluate our personas
as segments and sentiments change - Groups
o How can we involve travel agents? - Creative
o Board has concern over lack of village presence in creative. Recommendation for partners to put together full list of all creative to give holistic picture of all image usage
- NEW Lodging Community Engagement: Discussion around creating a lodging community taskforce Other Business We will stay with the 3rd Thursday of each month via Zoom only, no in-person. Vail Town Council just made the same decision moving forward. Adjournment Motion to adjourn by Jenn /second by Jana / unanimous VLMDAC Executive Session pursuant to 1) C.R.S. 24-6-402(4) (e) – to determine positions, develop a strategy and instruct negotiators, RE: 2021 VLMDAC Budget Motion to start executive session- Jana/second Skip/ unanimous Upcoming Meetings:
VLMDAC Monthly Meeting, Thursday, August 20, 2020, Zoom only