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VLMDAC Minutes December 16 2020 Vail Local Marketing District Advisory Council Monthly Meeting December 16, 2020, 8:30 am Meeting held via Zoom VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Laurie Mullen (West Vail Liquor Mart), Jenn Bruno (Vail Town Council), Erica Cannava (Manor Vail Lodge), Beth Slifer (Slifer Designs), Jana Morgan (Sweet Basil), Skip Thurnauer Additional attendees: 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, Kim Brussow (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership), Liz Gladitsch (Town of Vail), Chris Romer (Vail Valley Partnership), Carlie Smith (Town of Vail), Mark Herron (lodging Liaison), Bob Brown (Data Roadmap), Jeremy Coleman (Data Roadmap), Jim Kellen (Data Roadmap), Liana Moore (Antlers at Vail), Chris Cares, David Reid, Kam Bozich (Slifer, Smith & Frampton), Michael Holton (Vail Health), Scott Gubrud (Four Seasons), Thomas Vossler (Cactus), Ashley Ojala Call to Order Beth called meeting to order at 8:35am Monthly Financial Report- Carlie reported- $90,000 up 14.3% from Oct 2019 Year to date- $2.4million which is down 16.8% but it is up from amended budget Expenses were $2million compared to the budget of $2.6 million Approval of November 18, 2020 Minutes Motion to approve Laurie/ Esmarie second/ unanimous 2020 Summer Research Results- Chris Cares/RSC associates- Vail had a slow start but the summer season became typical of past summers Day visits were strong, over-nights were down Key states for visitors- CO, TX, FLA, CA Overnight visitors this year 68% 2019 75% We looked at groups- family is still the strongest, Income, if you have an Epic pass, feeling of safety NPS score was 75% Ratings of satisfaction- lowest overall value at 4.2, cleanliness of the town is highest 4.9 See presentation for more info, there are more slides to view 2020 High Rolling Metrics- Cactus Ainslie reported- (May through October) 31% seasonal lodging occupancy, 2019 average seasonal occupancy was 45% Every $1 in digital paid media, we are generating an estimated $9.16 in lodging revenue thru the close of August. This is up 17% from $7.85 RODAS reported in November 2021 Supplemental Budget/Digital Media Opportunities- Cactus A year-round paid search presence will allow us to meet the demand of users planning summer travel in the off-season months Focus on the front range and 3 destination markets TBD Budget recommendation in the off-season months- $140,000 Motion to approve $140,000 Paid search recommendation Skip / Esmarie second/ unanimous Seasonal website content- Prioritize winter while maintaining summer content so it is easy for users to find. 2021 Planning Process & Timeline- Cactus Thomas- Seasonal website content- Prioritize winter while maintaining summer content so it is easy for users to find. January - Development February – Strategies March- Launch Data Systems Roadmap Update- Brown Analytics Bob and Jeremy presented: Talked about Objectives- who are our customers, visitation growth(tax revenue), customer data, iterative approach Discussed a Timeframe for Roadmap See presentation for more info Lodge Liaison update- Mark Herron presented- DiscoverVail.com results 56 listings, 41 total properties Recruited 6 new properties We only get about 20 hits per day, we need to increase this Lodging surveys went out to 90 GM’s, DOM’s with 11 questions Will share SOAR analysis and Action plan at January board meeting CSE Meeting Update- Liz standing in for Jeremy- this group is trying to come up with unique experiences within the town Two virtual tree lightings Friday & Saturdays- strolling entertainment in both villages 20 minute ice skating shows at Solaris NYE fireworks will happen- all bars closing at 10pm Mia- we have allocated money to quite a few events for next year, large events may occur later in the summer Swear in of new VLMDAC Board Members Beth welcomes the new members Beth has some exit remarks- I want to thank everyone, I have been on this board for over 20 years. We have the very best on this board right now. Thanked all board members and asked that they carry on the mission. New members Scott, Michael, Liana and Kam Esmarie Faessler- Director of Marketing, Sonnenalp resort (Chair) Laurie Mullen- Member at Large (Vice Chair) Erica Cannava- Director of Sales, Marketing and Revenue, Manor Vail Lodge (Treasurer) Jana Morgan- Director of Marketing, Sweet Basil & Mountain Standard Kam Bozich- Senior Digital Marketing Manager, Slifer, Smith and Frampton Michael Holton- Chief Marketing & Experience Officer, Vail Health Scott Gubrud- Director of Marketing, Four Seasons Vail Liana Moore- Director of Marketing, Antlers at Vail Jenn Bruno- Town Council Representative Motion to accept Esmarie as Chair, Laurie as Vice chair and Erica as Treasurer- Jen/ Skip second/ unanimous Tammy Nagal to swear in Liana, Scott, Michael and Kam, raise your right hand and state your name, Congratulations to all and Beth you will be missed! Other Business- Adjournment- 10:42 Beth adjourned the meeting Motion to adjourn by /second by /unanimous (did not happen) Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, January 20, 2021, Virtual Zoom Meeting