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VLMDAC Minutes January 20, 2021 Vail Local Marketing District Advisory Council Monthly Meeting January 20, 2021, 8:30 am Meeting held via Zoom VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Laurie Mullen (Member at Large), Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), Scott Gubrud (Four Seasons-Vail), Kam Bozich (Slifer, Smith & Frampton), Liana Moore (Antlers), Jenn Bruno (TOV council) 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), 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),Ashley Ojala, Chad Milam, Chris Shewmake(Cactus), Colin Johnson, Emily Tamberino, Jennifer Viditz-Ward, Mike Lee(Cactus), Scott Strother(Cactus), John Plack (Vail Resorts), Call to Order Esmarie called meeting to order at 8:30am Tammy Nagel swore in Michael Holton as he was not present at the December meeting when the other new Board members were sworn in. Monthly Financial Report- To date, current year lodging tax totals $2.5 million which is down 17% from 2019 but is up 15.5% from the budget. The VLMD also received $198,000 in prior year lodging tax as a result of a lawsuit that the state perused. That was an unexpected addition to VLMD revenue this year! Expenses through December 31st total $2.53 million which is 97% of the total budget allocated for 2020. Any revenues in excess of expenses will go into the fund balance. The fund balance totals close to $1.6 million which is 44% of annual normal years revenue. The VLMD is required to keep a fund balance equivalent to 25% of normal annual revenues. Approval of December 16, 2020 Minutes Motion to approve Erica/ Scott second/ unanimous Appointment of Officers- Jana moved to nominate Esmarie as Chair Esmarie moved to nominate Laurie as Vice-Chair Scott moved to nominate Erica as Treasurer Jana seconded Laurie & Erica’s appointments/ Scott seconded Esmarie’s appointment/unanimous Board Member Orientation- Cactus - Ainslie Expectations- What you can expect from us- Collaboration (Partners & Board), we are goal oriented and Data-driven (we have almost a full year of data) What we need from you- Unified long-term vision Clearly defined goals Your point-of-view and expectations Partner Ecosystem See Town of Vail slide in presentation for more details Town of Vail- Mia-(Economic Development Director) we are here to serve the board and work with the VLMD Because we are funded by publicly collected taxes we have to be transparent to the voters and town council Liz- (Economic Development Marketing Specialist) day to day VLMD contact Carlie- Finance Manager Jeremy- Economic Development Events coordinator CACTUS- privately owned company out of Denver, we offer Brand strategy, website development, Digital media- strategy, planning + buying. Ainslie introduced the CACTUS team (see presentation) Malen Yantis PR- Kristin Yantis-public relations, influencer program, community/partner relations SITE marketing- Meggen Kirkham- Project, brand, creative, budget management, tactical photo and video oversight VVP- Chris Romer & Kim Brussow- Strategic leadership, Industry Rep, Groups, RRC + Destimetrics oversight Mark Herron – Lodge Liaison Brown Analytics Advisory Group- Bob Brown & Jeremy Coleman- Data roadmap Scott Gubrud asked for a better understanding on how to navigate GDPR guidelines in the data collection/communication process Jeremy Coleman answered he would be happy to share as everything they do is based on adhering to both domestic and international data privacy laws Vail Resorts - John Plack Jack Affleck - Photography Satchele and Steep Motion – videography and production Ainslie explains: The Annual Planning Calendar (see presentation), Key Monthly Milestones & Deadlines Please see presentation for more details on all VLMD partners Data Systems Roadmap Update- Brown Analytics Objectives & Status- Who are our customers, drive visitation growth, Obtaining customer data, take an iterative approach Roadmap Output- data-driven marketing roadmap summary slide, data-driven marketing roadmap slide Example of Approach- See presentation Phase 1 and 2 review- Organizational collaboration, marketing data, analytics/insights, marketing strategy, automation/execution Next steps- address any follow-ups or questions from this meeting, Develop roadmap details for Phase 1 & 2, gather and incorporate partner feedback on Roadmap, Move to phase 1 implementation Lodge Liaison update- Mark Herron My position is new, we came up with lodging contacts and it is a revolving door, but the main goal is to create communication with the lodging sector. Discussed the results of the lodging survey and discovervail.com SOAR strengths- brand recognition, marketing, staying in level orange and saying safe SOAR opportunities- lodging engagement, communication, support, discovervail.com lodging bookings, website engagement, referrals, Vail resorts relationship, group sales, leisure bookings SOAR aspirations- Investigate new products, collaboration offerings, lodging supported TIF capital improvements, sustainability green initiative, enhanced lodging relationship SOAR results- lodging tax/sales tax, discovervail.com views, referrals, bookings, bi-annual reports 90 day lodging action plan- Lodging communication, different way to communicate- not a newsletter, I have come up with a postcard. Discovervail.com, data acquisition, lodging participation Scott commended Mark for his work. Scott commented that if we are spending the bulk of our resources to direct to the web site, then content is key. 2021 Goals, Budget & Strategic Approach- Town council Action Plan- VLMD business and marketing goals should ladder up to Town Councils vision and mission Laurie Mullen asked that the TOV goals for tax revenues be added VLMDAC 2021 business goals (May-October) Mia asked the Board to look at this slide and think about a reasonable goal setting for 2021. It is a moving target, so how do we set realistic goals for 2021. You don’t need to answer now but maybe at the next meeting. 2021 Budget- $2,184,024 Level A & Level B considerations (see breakdown in presentation) Mike Lee/Chris Shewmake- Cactus- COVID has had a huge impact short and long term travel Changes in Vail Resorts summer marketing. Discovervail.com, we have data! We will use this newly acquired freedom to test and iterate. Building a more personalized approach- Strategic approach- data acquisition, refined content, personalization Data Acquisition Personalizing the Consumer Journey Summer Persona Overview- Primary, Destination families with teens- Secondary, Destination & Front Range Boomers- Tertiary, Front Range events See presentation for more detail Events Meeting Update- Jana will volunteer to go to these meetings moving forward as Skip is no longer on the board. Other Business- Eagle County School breaks during February and April meetings. February (Wednesday the 17th) will stay the same but change April 21 to April 14 because of school spring break on the 21st. See presentation appendix for more information Adjournment- Laurie adjourned the meeting Motion to adjourn by Jana /second by Erica/unanimous Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, February 17, 2021 Virtual Zoom Meeting