HomeMy WebLinkAbout02. VLMDAC Minutes August 20 2020
Vail Local Marketing District Advisory Council
Monthly Meeting
August 20, 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 (Sweet Basil)
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, Corinne Baud (MYPR), Jennifer Viditz-Ward, Kim
Brussow (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership), Liana More, Liz
Gladitsch (Town of Vail), Bob Brown (Bob Brown Analytics Group), Carlie Smith (Town of Vail),
Chris Romer (Vail Valley Partnership), Jeff Graham (Cactus), Jim Kellen (Open Space), Mike
Lee (Cactus), Phil Metz (Vail Resorts), Thomas Vossler (Cactus), Christopher Matthews, Jeff
Strahl, Katie Kukar (VCBA), Satchele (Steep Motion)
Call to Order
Beth called meeting to order at 8:35am
Monthly Financial Report- Carlie Smith
Reported expenses through July but lodging taxes only through June
June $52,879 in lodging taxes
Deferred sales taxes are due today (August 20) but we do have the rental deferment program
through September
We are down 20%
Approval of July 16, 2020 Minutes
Motion to approve Esmarie / second Amy / unanimous
CSE Meeting Update- Skip Thurmauer
No discussion as Skip was not present
Proposed 2020 Supplemental Request: Database Roadmap and Lodging Liaison
Database growth is the primary objective for 2021, it is recommended that a database
roadmap build start in 2020 to best impact 2021 summer marketing efforts.
Jim and Bob discussed the roadmap development- what is left in 2020 and moving forward
into 2021
The question was asked if we need more support in collecting data other than Cactus. This
was discussed in executive session and the board agreed to move forward with the spend
See presentation for more details
Motion for spending $40,000 for database from the 2020 budget–
Laurie Mullen motion to approve/ Esmarie second/ unanimous
Approved $40,000 to Bob and Jim to aggressively work towards more data collection and work
with Cactus so efforts are not overlapping.
Motion to approve $12,000 to hire a lodging liaison in 2020- Jenn Bruno motioned/
Esmarie second/unanimous
2020 Creative Updates and 2020 Results to Date Cactus & SITE marketing
Dallas, KC, Chicago and the Front Range are the markets we are targeting.
We are not live in New Mexico as they have instituted a statewide 14-day quarantine.
Mike discussed short term rentals are up, we are seeing a strong recovery in lodging
occupancy
Traveler Details- 59% are overnight and 16% are second home owners.
See presentation for more raw data
Katie went into detail about where media money was being spent.
Jenny discussed Mexico being a strong market this year. We are expecting a good Samana
Santa as the dates fall the last week of March and first week of April
Meggen asked that the board please look over the Fall initiatives slides at your leisure
Tactical Asset Acquisition Update- site marketing
Did some shooting of outdoor dining pictures on August 18th at Sweet Basil and Alpenrose
We shot with and without masks, we will have to look at which to use
Shot pictures at the Craft Beer Festival on August 14th, it was a great event
2020 Budget Re-allocation
1. $11,400 from public relation expenses to Asset Acquisition
2. $2,000 from Intercept survey to Social channel growth
3. $1,500 from Trip giveaway to Enhanced website server
Motion to approve the 2020 Budget Re-allocation slide
Esmarie/ Laurie second/ unanimous
2021 Budget & Operating Plan Presentation
Approach will include:
Data-driven marketing, Database enhancement and Content refinement
See presentation for more details
Meggen discussed total budget with reductions, they August meeting the board decided to go
with a more conservative budget
Chris discussed Groups- events and groups have been severely impacted, some have
cancelled, some have postponed to 2021 and beyond.
Strategic shifts and Tactical shifts were discussed.
Budget for 2021 - $2,044,024 present to town council on the 15th of September
Motion to approve the 2021 budget of $2,044,024 and present to the town council on
September 15th– Jenn/ second Esmarie/ unanimous
Other Business- was not discussed
Adjournment-
Motion to adjourn by Laurie /second by Amy /unanimous
Upcoming Meetings:
VLMDAC Monthly Meeting, Thursday, September 17, 2020, Zoom only