HomeMy WebLinkAbout05. VLMDAC Special Meeting Minutes May 3, 2021
Vail Local Marketing District Advisory Council
Special Meeting
May 3, 2021, 1:30 pm
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), Kam Bozich (Slifer, Smith &
Frampton), Liana Moore (Antlers), Jenn Bruno (TOV council), Scott Gubrud (Four Seasons)
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), John Plack (Vail Resorts), Lauren Scutt (Cactus), Bob Brown (Brown Analytics
Advisory Group), Eduardo Neidig (Cactus), Jeff Strahl (Cactus), Katie Kukar (VCBA
Representative), Mike Lee (Cactus), Christopher Matthews (Vail Daily), Jennifer Viditz-Ward
(Vail Resorts), Chris Kendig (Photographer)
Call to Order
Esmarie called meeting to order at 1:32pm
Review – Process to date and reminder of key findings
Mike discussed the situation and challenge. Vail Resorts, broadening support of the EPIC pass.
We need to concentrate on what we can control.
Reviewed existing Vail brand “Like nothing on Earth” their position “the worlds premier mountain
resort” and the brand Pillars “legacy, Leader, Limitless”
Belief + Behavior map review
We believe the life is enhanced by travel
Mountains, Nature, Place- Cosmo-Casual- Relax, Adventure, Experience
We identified our Audience
We want people to visit Vail, spending more time & money and coming back again and again.
Discussion continued around Vail being Corporate
See presentation for more detail on the Belief & Behavior Design Process
Discuss three ways in (potential creative approaches)
1- Anti-Bland
Tone/Attitude: Irreverent and bold and fearless and unapologetic
Celeb Tone: Russell Brand, Lenny Kravitz, Elon Musk, Anna Wintour
Similar: Fashion Brands, perfumes, are not mainstream nor counter culture, they lead culture
2- Earned It/ Reward/ Welcome to the Club
Tone/Attitude: We get you/you’re in the right place/ you’re one of us, sophisticated, classy
Celeb Tone: Anthony Hopkins, Katherine Hepburn, Djimon Hounsou
Similar: High end vehicle, top shelf liquor brands, Rolex, make you feel polished and refined,
that you are elevated and you’ve made it
3- The World comes to Vail
Tone/Attitude: International, interesting, confluence of cultures/cross cultural, diverse in
options, the worlds playground
Celeb: David Beckham, Iman, Javier Bardem, Richard Branson
Similar: Benetton, Swatch, Alfa Romeo, “The most interesting man”
Next Steps-
May 5-7: Cactus to kick-off Creative Development
June 16: June Board Meeting- Concept Review
Esmarie closed the meeting at 2:44pm
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, May 19, 2021
Virtual Zoom Meeting