HomeMy WebLinkAbout05. VLMDAC minutes August 18, 2021
Vail Local Marketing District Advisory Council
Monthly Meeting
August 18, 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), Liana Moore (Antlers), Jenn
Bruno (TOV council), Scott Gubrud (Four Seasons), Kam Bozich (Slifer Smith & Frampton)
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), Kylie
Forcinito(Cactus),Jazmin Whitlock, Jodi Doney, Jeremy Coleman, Bob Brown (BAAG),Jennifer
Viditz-Ward (Vail Resorts), John Plack (Vail Resorts), Lauren Scutt (Cactus)
Call to Order
Laurie called meeting to order at 8:33am
Monthly Financial Report
Good News- June lodging $259,000
Year to Date is just below $3,000,000
Expenses 1.2million or 29% of amended budget
Supplemental Budget Request Update-
2021 Approved Third Supplemental - $250,000
Additional Asset Capture: $100,000
Destination Management Plan $150,000
2021 Amended Budget uses $503K of reserves
2021 Projected Ending Fund Balance $1,575,789 (42% of annual revenues)
Approval of July 21, 2021 Minutes
Motion to approve by Erica /second by Jenn / unanimous
2022
-Campaign Production & Asset Acquisition Updates Cactus
“Life is but a dream”
Tier 1- Drone Capture- Thursday 8/19 & Friday 8/20
- Capture drone footage of the areas surrounding Vail Village and Lionshead, as well as iconic
spaces in both Villages. This footage will serve as the backdrop for most of our spot.
- Shoot Day 1 (Vail)- Tuesday 8/24
- Capture the talent practically throughout Vail
- Shoot Day 2 (Denver)- Thursday 8/26
- Capture our talent on green screen in Denver, which will be superimposed with the drone
footage in the edit.
Tier 2- Casting outlined and approved, will take place August 20th
- Location scouting and finalizing wardrobe -August 27th
- Pre-production August 31st
- Shooting September 1st & 2nd
- Post-Production & Editing- TBD
-Strategic Plan & Budget
2022 Business Goals
- Drive business revenue growth in Vail as measured through lodging and sales tax, doing so
through increased customer loyalty and driving visitation
2022 Marketing Goals
- Build the relationship, Brand Stewardship, Optimize Visitation, Destination Management
Leadership, Partner Operations
See presentation for more details
2022 Planning Timeline
- August 18-September 14: Updates to approach and noteworthy budget shifts based on
approval of 2022 budget
- September 15 VLMDAC Board Meeting: Present 2022 Operating Plan after feedback from
August meeting for board review and approval
- September 21 Town Council VLMD Meeting: Present budget to Town Council (VLMD) for
review and approval
2022 proposed budget- Annual Marketing budget $3,555,000
New one-time Initiatives $460,000
Destination Stewardship plan $185,000
Total VLMD budget for 2022 $4,200,000
The proposed budget will use $649,000 of the fund balance. The 2022 projected ending fund
balance is $926,786, 25% of annual revenues.
Motion to approve by Jana /second by Scott /unanimous
Special meeting Monday the 30th 9:00am (operating plan 1 hour- executive session 1 hour)
TBD location
-Destination Stewardship Plan Updates
To encourage engagement with and education about Vail’s DSP plan, we are developing a quiz
to live on DiscoverVail that tests consumers on how much they know about being respectful,
eco-conscious tourists
We will also be leveraging the stewardship quiz as an opportunity to test which offers are most
compelling in prompting guests to provide their email address via an AB test.
A- Enter email to be entered for a trip giveaway
B- Enter email for a coupon to pick up a Vail water bottle at a Welcome center
In resort Collateral, Enhancements and Public Relations
Vail Sustainability Quiz and media will be up and running by mid-September
CRM Updates
See Presentation for more details-
CRM Content Calendar
CRM Segmentation plan
CRM Results
Email Performance Info for April, May, June, July
August and September Outline
2021 Public Relations Update
Media are traveling!
Individual trips- hesitancy for group travel
Several traveling internationally
There is concern over the Delta variant and they want to know how destinations are handling
things
What are they looking for:
New, unique, different, one-of-a-kind destinations
New ways people are traveling, post-COVID ways that destinations are catering to visitors
Comp Set observations- compared Aspen, Breckenridge to Vail
Shared Media coverage in- US News, New York Times
Town of Vail Updates
Jeremy- events may be changing due to the Delta variant
Other Business-
Motion to adjourn by Jenn/ second by Scott/ unanimous 10:43am
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, September 15, 2021
Vail Council Chambers
/Virtual Via Zoom