HomeMy WebLinkAbout03. VLMDAC Minutes Special Board Meeting March 1, 2021Vail Local Marketing District Advisory Council
Second Supplemental Budget Meeting
March 1st, 2021, 11:00am
Virtual Zoom Meeting
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), 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:
Ainslie Fortune (Cactus), Jeremy Coleman (Data Roadmap), Kristin Yantis (MYPR), Meggen Kirkham (SITE
marketing), Mia Vlaar (TOV), Liz Gladitsch (TOV), Jeremy Gross (TOV), Carlie Smith (TOV), Chris Romer
(VVP), Jeff Strahl (Cactus), Jennifer Viditz-Ward (Vail Resorts), Kay Schneider (VVP), Lauren Scutt
(Cactus), Mark Herron (Lodging Liaison), Scott Strother (Cactus), Skip Thurnauer (Town Resident)
Call meeting to order- Esmarie- 11:03am
Budget Overview-
YOY Budget Comps slide has been updated from what you have, please see presentation
2021 Original Budget $2,184,024 Fund balance at 59%
2021 Plan A Budget $3,184,024 Fund balance at 34%
2021 Plan B Budget $3,654,024 Fund balance at 25%
This provides some nice context for everyone.
Mia: We are ready to present the below on the 16th of March with Carlie and Kathleen to the council
Supplemental Strategy & Priorities, Cactus
Ainslie- we want to continue to invest in website with robust content, continue to invest on Data
systems, Drive overnight visitation/demand (April/May timeframe), and investing in the Vail Brand
1. Content Plan & Execution- Budget $156,500 Current budget: NA-coming out of TOV fees Timing-
March-December
(Video/Photo is separate from this budget, Meggen has a tactical budget for that) there are also
social videos that Liz manages.
2. Website Enhancements- Budget $8,068 Timing- March-May
3. Data Systems Investment- Budget $136,400 Timing- July-December
Continuation of Q1 & Q2 that is already in budget. Are getting good data and how are we using
it. Making sure we have the people with the right skill sets to digest this data and share it.
4 Increase Paid Media-
Plan A- Broke it down to- Destination Air for Dallas, Digital (add support for Chicago and
Houston) and Traditional
Plan A Budget $304,000 Timing-March-September
Plan B- (inclusive of Plan A) Broke it down to- Destination Air, additional Dallas digital tactics,
Digital- target new market testing with top performing Adara markets (NYC, SF or Austin)
Traditional- media expanded in Dallas, Chicago and Front Range (TV only)
Plan B Budget $720,000 Timing-March-September
Visitation is trending positive since January 1st, our destination visitors tend to stay longer and
spend more. Front range continues to make up 50% or more of our visitors. Eagle-Vail Flights are
out performing the industry by more than double as a resort destination with outdoor
recreation options.
5 Vail Branding- Plan A Budget $305,000 Timing March-August
Plan B Budget $380,000 Timing March-August
6 Public Relations- Budget $12,500 Timing May, Early Summer
7 Contingency Dollars- Plan A Budget $77,532
Plan B Budget $56,532
Market contingent efforts ie: We could add to the Mexico market, this is a crisis budget if we
have a fire.
Jenn stated she was comfortable with this level of detail for the Council.
Discussion of 2021 Goals
Lodging tax goals-
Plan A - +9%
Plan B- +12%
It’s not really comfortable to set goals this year with not knowing what’s going to happen. We are not
setting a group sales goal because we don’t have a lot of ability to influence that group.
Supplemental Plan A vs. B Considerations
Plan A vs Plan B- Increase Paid media and Vail 2022 Brand Production are the big differences between
Plan A and B.
The Increase in paid media brings us back to a pretty normal level of 2019. We also have to remember
we will be fighting every other mountain/competitor when people become more comfortable to travel
again. We need to move forward quickly and go with Plan B. We need to get to market quickly and
powerfully so decisions are being made before competitors can catch up.
VLMDAC recommendation on Second Supplemental Budget to be presented to VLMD on March 16
Motion to approve Plan B $3,654,024 First- Michael/ second Kam/unanimous
Other Business
Upcoming Meetings:
VLMDAC Monthly Meeting, March 17, 2021