HomeMy WebLinkAbout03. VLMDAC Minutes September 17, 2020
Vail Local Marketing District Advisory Council
Monthly Meeting
September 17, 2020, 8:30 am
Meeting held via Zoom
VLMDAC member attendees:
Erick Cannava (Manor Vail), Amy Moser Harrison, Esmarie Faessler (Sonnenalp), Laurie
Mullen (West Vail Liquor Mart), Jenn Bruno (Vail Town Council),
Beth Slifer (Slifer Designs), Jana Morgan (Mountain Standard/Sweet Basil), Skip Thurnauer
Additional attendees:
Sarah Berkheimer (Cactus), Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing),
Ainslie Fortune (Cactus), Katie Harker (Cactus) Mia Vlaar (Town of Vail), Jeremy Gross (Town
of Vail), Meggen Kirkham, Ashley Ojala, Kim Brussow (Vail Valley Partnership), Kay Schneider
(Vail Valley Partnership), Liz Gladitsch (Town of Vail), Chris Romer (Vail Valley Partnership),
Phil Metz (Vail Resorts), Thomas Vossler (Cactus), Susan Proffitt (VVP), Sandra Perrig Holst
(VVP), Liana Moore, Colin, Ashley Ojala
Call to Order
Mia started the meeting at 8:40am as Beth had technical difficulties
Monthly Financial Report- Liz reported for Carlie Smith
Year to date lodging tax collections (through July) $1.9million, which is a 21.6% increase from
the amended budget and 21.5% decrease from 2019 actuals.
Approval of August 20, 2020 Minutes
August minutes were not approved.
CSE Meeting Update-
Skip did not attend so Jeremy spoke to this meeting.
September 2nd meeting- reviewed two new funding Applications- one for TedX and High
altitude entertainment, they will do music events through October in Lionshead and Vail
Village.
Mia reported that we will not be going back to large scale events in the near future.
Data Systems Roadmap Update
The contract was signed September 17th with BAAG
$40,000 was awarded to Brown Analytics Advisory Group (BAAG) and Open Space to create
a Data Systems Roadmap in 2020 to best impact 2021
We are trying to find a date for the VLMD board and BAAG to hold a partner meeting, possibly
September 28th
Lodge Liaison update
Mark Herron and Amy Moser – Harrison both presented their proposals and answered
questions from the board
The board will go to executive session to pick a candidate
Start date for the candidate is October 1st, 2020
2020 Creative Review- Cactus
Thomas reported on the digital banner campaign
The ad placement in the 5280 magazine was really well placed
See presentation for 2020 digital videos, fall messaging and social videos (dog days of
summer)
Tactical Asset Acquisition Update- SITE
Meggen reported- pictures of families and super boomers eating in the village as well as
strolling through the village and the beer festival with and without masks were taken.
More fall photo/video will be taken in the next few coming weeks.
2020 Results to Date- Cactus
Katie spoke to the digital as spend- for every $1 spent in digital paid media, they are
generating $6.64 in lodging revenue
Short-term rentals continue to stay strong
Active professionals are booking higher than Families in August, front-range and destination
bookings have slowed down
Vaildaily.com has been our top-performing tactic
2021 Budget & Operating plan update-
Budgeted revenue from lodging tax collections is proposed at $2,100,00 for 2021. This is a
12% decrease from the 2020 amended budget and a 43% decrease from 2019 actual
collections.
Proposed budgeted expenditures are $2,044,024 for 2021 programs. This is a 21% ($579,976)
decrease from the 2020 amended budget. The 2021 ending fund balance is projected to be
$1,383,989, which is 37% of annual revenues, and above Council’s directive of 25% of annual
revenues.
Other Business-
Mia talked about the council wanting to hold in-person meetings. We will hear more about this
from the council and the county in the near future.
Laurie Mullen announced that she and her husband have sold West Vail Liquor.
Adjournment-
Motion to adjourn by Laurie /second by Skip /unanimous
Laurie read:
VLMDAC Executive Session pursuant to: 1) C.R.S. 24-6-402(4) (e) – to determine
positions, develop a strategy and instruct negotiators, Re: LMD Lodging Liaison
position
Upon conclusion of Executive Session:
Motion was made to appoint Mark Herron as Lodging Liaison by Esmarie Faessler
Second by Laurie Mullen
The board unanimously voted Mark Herron as Lodging Liaison
Upcoming Meetings:
VLMDAC Monthly Meeting, Thursday, October 15, 2020, Location or Zoom TBD