HomeMy WebLinkAbout01. VLMDAC minutes June 16, 2021
Vail Local Marketing District Advisory Council
Monthly Meeting
June 16, 2021, 8:30 am
Meeting held in-person & 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), Carlie Smith (Town of
Vail), Mark Herron (lodging Liaison), John Plack (Vail Resorts), Lauren Scutt (Cactus), Colin
Johnson (Christiania), Jeff Strahl (Cactus), Katie Harker (Cactus), Brad Ficek (Cactus), Kylie
Forcinito (Cactus), Mike Lee (Cactus), Chad Milam (Cactus), Jazmin Whitlock (Cactus), Jenny
Viditz-Ward (Vail Resorts)
Call to Order
Esmarie called meeting to order at 8:37am
Monthly Financial Report-
April $182,400 up 8.7% from 2020 up 49.2% ($60,000) from 2019
Year to Date $1.7million up 8.7% from 2020 down 12.5% from 2019
Compared to budget YTD are up 60.8% $652,000
Expenses as of May 31st $ 625,000 total annual budget of $3.7million
Approval of May 19, 2021 Minutes
Motion to approve by Scott / second by Laurie / unanimous
2022 Campaign Cactus
Cactus presented their new Campaign concepts
The goal of this Campaign is to “break out” and get people to pay attention
Jeff presented 3 different creative campaign platforms:
Concept one - Born a Destination
Concept two - Welcome to World Class
Concept three - Life is but a dream
Discussion ensued as to which concept the board members liked and why
The board moved to approve Concept 3-
Concept 3 motion to approve by Jenn/second by Laurie /unanimous
Mexico Update Kristin Yantis
$10,000 we need to “flip the switch”
We are still in a holding pattern until June 21st, did it change today?
Travel from Mexico is essentially open!
Who is already marketing in Mexico? Arizona, Florida, Houston
What we need- more direction of timing when we want to start marketing in Mexico
Option A- Monitor and hold until travel ban is lifted
Option B- Proceed with campaign even if there technically is a ban on travel to US from Mexico
Option C- Continue with PR effort but discard paid campaign for summer 2021-redirect $20,000
media buy
Board decided on Option B
EGE Flight Marketing: Liz, Kristin
Influencer Program Extension-
Marketing Inclusion to AA frequent flyers
Request for $10,000 from Contingency (leaving $11,532 in Contingency and with a match from
EGE of $10k) for Atlanta and a little more for Chicago
Motion to approve $10,000 for Air by Scott /second by Jenn /unanimous
Cactus
Website update-
Adara- For every $1 we spend in digital paid media, we generate an estimated $28.85 in lodging
revenue.
Adara can pull lodging revenue as well as flight info, really important tool we use.
DiscoverVail.com refreshed goals presented
Content: be the go-to source for visitors coming to Vail
UX: provide an engaging & elegant user experience
Data: collect visitor info for subsequent marketing
Revenue: drive revenue through lodging bookings
Lodging Update Mark
Liz updated for Mark-
Lodging summer roundtable June 9 - 58 lodging professionals attended
6 Presenters and a dozen topics
Sending out a survey next week to ALL lodging
Other Business-
Community Outreach – meeting this afternoon, to finalize the survey to send out to the voting
public
New website for Vailgov.com
Events-
GoPro was great
King of the Mountain, Vail Arts festival, Farmers Market, Vail Lacrosse, Bravo, Craft Beer
Festival, Vail Symposium, 4th of July (stationary parade)-Lionshead
Common Consumption areas- in VV are no longer, LH can have because they don’t have a
public right of way through the village
Motion to adjourn by Jenn/ second by Laurie/ unanimous 11:19am
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, July 21, 2021
Grand View Room/Virtual Zoom Meeting