HomeMy WebLinkAbout03. VLMDAC minutes July 21 2021
Vail Local Marketing District Advisory Council
Monthly Meeting
July 21, 2021, 8:30 am
Meeting held in-person & Zoom
NOT YET APPROVED BY VLMDAC
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), Laurie Mullen (Member at Large), Erica Cannava (Manor Vail
Lodge), Jana Morgan (Sweet Basil), Michael Holton (Vail Health), 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),
Chris Romer (Vail Valley Partnership), Kay Schneider (Vail Valley Partnership), Liz Gladitsch
(Town of Vail), Carlie Smith (Town of Vail), Mark Herron (lodging Liaison), Jeff Strahl (Cactus),
Kylie Forcinito (Cactus), Jazmin Whitlock (Cactus), Katie Kukar (VCBA), Jon Walters, Jodi
Doney (EGE), Jeremy Coleman (BAAG), Christopher Mathews (Vail Daily), Bob Brown (BAAG),
Andrew Pilecki, Abby Oliveira (Town of Vail)
Call to Order
Esmarie called meeting to order at 8:39am
Monthly Financial Report
Year to date sales tax: $1.8million up 9.6% or $190,000 from 2020 down 9.4% from 2019
2021 Third Supplemental Request
Adjusted revenue forecast of $3.3 million adds $800,000 to the VLMD fund balance
The projected Fund balance at the end of 2021 is $1.7million, 46% of annual “normal” revenues
Additional fund balance from adjusted forecast - $800,000
Total 2021 Third Supplemental Request - $250,000
Additional Asset Capture - $100,000
Destination Management Plan - $150,000
Motion to approve by Erica/ second by Jenn/ unanimous
Approval of June 16, 2021 Minutes
Motion to approve by Jenn/second by Scott/ unanimous
2022 Campaign Production Updates Cactus
Life is but a dream - Director Recommendation
Story Board
Final Two Directors- Brent Bonacorso & Karina Taira, will move forward with Brent
Campaign Guidelines - Tier one, two and three
Director recommendation approval and approval of Supplemental request – 7/21
Award and begin pre-production – 7/22- mid-August
Present Supplemental request to VLMD - 8/3
Schedule shoot for Tier 1 and Tier 2- mid/late August/September
Post Production- TBD
Editing- TBD
2022 Asset Acquisition Cactus & SITE
2022 Strategic Planning Updates:
2022 Proposed Marketing Goals
Build the relationship: Capturing Data and Engagement & Loyalty
Brand Stewardship
Optimizing Visitation
Destination Management Leadership
Partner Operations
Discussion ensued on how these would be “measurable”
2022 Planning Timeline
August 5th Partner meeting
August 18th VLMDAC Board Meeting – present draft budget to board for review
September 15th VLMDAC Board Meeting– present final budget to board for review/approval
October 19th Town Council VLMD Meeting
2021 Digital Media & Website Updates Cactus
RODAS- For every $1 we spend in digital media we generate $22.94 which is down slightly from
last month
June Booking Trends- June trip planning is 48 days from search to arrival, Families made up
59%
2021 Database & CRM Updates Bob Brown, BAAG
Discussed current data capture, quality and engagement
Growth of email database
Acquired Emails - about 62,000, Valid 55,000, Deliverable 48,000, Opened 10,500, Clicked
2,200
Group Sales Update Kim Brussow, VVP
Year over year 2019/2020/2021
Total lead and new lead generation is up from 2019
Groups on the books 2021- Colorado is has always been the highest but we are seeing more
from the West
Groups booked for 2022- Colorado is still the strongest then the Midwest
Trends- smaller groups, travel is coming back faster than expected, Hotel-gas-airfare and car
rentals are escalating
Town of Vail Updates Mia
Survey regarding lodging tax and housing is out in the public, we have 550 responses.
Transit meeting- improving transit on a county wide basis
Town council approved Powabunga (Dec 9-12) monies and Snow Days monies
September- Gourmet on Gore, Vail Jazz Fest, Duck race, Octoberfest, Vail Automotive Classic,
Taste of Vail, Outlier and Van Show
Other Business-
Bravo invited VLMDAC to Sunday’s concert, you can ask for two tickets
Motion to adjourn by Erica / second by Jana / unanimous 11:10am
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, August 18, 2021
Grand View Room/Virtual Zoom Meeting