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Home My WebLink About02. VLMDAC Minutes March 17, 2021 Vail Local Marketing District Advisory Council Monthly Meeting March 17, 2021, 8:30 am Meeting held via Zoom VLMDAC member attendees: Esmarie Faessler (Sonnenalp), Laurie Mullen, Erica Cannava (Manor Vail Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), Kam Bozich (Slifer, Smith & Frampton), Liana Moore (Antlers), Jenn Bruno (TOV council) Additional attendees: Kristin Yantis (MYPR), Meggen Kirkham (SITE Marketing), Ainslie Fortune (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), Jeremy Coleman (Data Roadmap), Chris Shewmake (Cactus), John Plack (Vail Resorts), Pam Dixon (Vail Resorts), Lauren Scutt (Cactus) Call to Order Esmarie called meeting to order at 8:31 am Monthly Financial Report- Supplemental passed last night adding $1.47M to the budget, council didn’t have to many questions about the supplemental January lodging tax only - $391.2000, 29.5% down from January 2020, 3.4% down from budget Expenses through the end of February- $106.5000 Approval of February 17, 2021 and March 1, 2021 Minutes Motion to approve by Laurie / second by Kam / unanimous Summary of VLMDAC-VLMD Joint Meeting and Discussion New process- gives the VLMD the authority to Approve contracts over $50,000 Supplemental was approved, the big take away was the council really understood the challenges we have. Discovervail.com logo - The magic of lights Vail they included the TOV logo and the Discovervail logo. There were comments that the logo was not exciting, a suggestion was made to go with the Vail “blue”. Year-round marketing was discussed, there was support for it. Group Sales was discussed- We will go back to council with more info on how we build that pipeline and the importance of being there now to secure the business for 18 months and two years from now. Discussion ensued about the approval of contracts and the logo color. 2021 Recommended Goals Discussion- One comment- we removed the 2019 actuals because what we are doing is based on 2020 Question was asked about how the summer occupancy is measured, Chris answered- The summer Occupancy is based on Desimetrics, it’s the one tool we have to measure occupancy. There isn’t a good reliable metric for occupancy in the vacation rental market/non-professional managed vacation rental market See slide 9 in presentation for more specifics Motion to Approve by Kam/ second by Erica / unanimous February was a remarkable month for bookings specifically for March. March gained over 23% occupancy. We went from -38% on February 1st for the month of March (compared to last year) to -4% at the end of February, it’s a remarkable booking month. This is the first increase year over year occupancy we have seen in over a year. Ainslie discussed the Annual Planning Calendar and brand re-positioning and Campaign development See presentation for more specifics Public Relations Update- Kristin Yantis, MYPR We rely heavily on our partners in the community, discuss community partners + PR systems/processes We offer a free 30 minute consult to amp up our partners marketing See presentation for more detail (slide 11) Creative Updates- Ainslie, Cactus Creative Optimizations- video will be made to the fall, a :15 and :30 Updating Dallas air marketing 15 for digital/traditional We will start with Boomers, then Active professionals, then Paid social The Board watched the videos and gave feedback Events Updates- Jeremy, TOV Musicians through March in all three villages May- Whitewater Series Go Pro Mountain Games are coming back Laurie added that Vail is ahead of the curve with events as other resorts are taking the wait and see approach Laurie asked that the event calendar be added to the Board packet Other Business- Motion to adjourn Erica/ second by Jenna/ unanimous Upcoming Meetings: VLMDAC Monthly Meeting Wednesday, April 14, 2021 Virtual Zoom Meeting