HomeMy WebLinkAbout06. VLMDAC minutes September 15 2021
Vail Local Marketing District Advisory Council
Monthly Meeting
September 15, 2021, 8:30 am
Town Council Chambers & Virtual Zoom
VLMDAC member attendees:
Esmarie Faessler (Sonnenalp), 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), Liz Gladitsch (Town of Vail), Carlie Smith
(Town of Vail), Mark Herron (lodging Liaison), Bob Brown, Chris Romer (Vail Valley
Partnership), Jeremy Coleman, Kay Schneider (Vail Valley Partnership), Barbara Anderson, Jodi
Doney
Call to Order
Esmarie called meeting to order 8:33AM
l. EXECUTIVE SUMMARY
- Review, finalize and approve the 2022 Operating Plan & Budget
- Approve August VLMDAC minutes
ll. DISCUSSION TOPICS
• 2022 VLMD Operating Plan & Budget
2021 Revenue
3% up from 2019, a better December, January, February than 2019
2021 Summary
Strategic shifts- Building the DiscoverVail website and database infrastructure allows us to
adapt to changing conditions and create stronger relationships with the “right” guest (out of
state, spend more/stay longer/protective of this place)
2021 Successes
116,480 customer records, up 46% year to date
Significant website enhancements
Data Roadmap
New Brand Campaign
Events
Sustainable Practices Guest Education Campaign
Town Council Action Plan
2022 Overarching Business Goal
Drive responsible revenue growth in Vail by focusing on quality of guest, length of stay, and
guest spend, along with effective communication of community values. Measurement continues
to be through occupancy and average daily rate, lodging and sales tax revenues, especially
during lower demand times.
2022 Marketing Priorities- Optimizing Visitation, Grow Database & Build Relationships,
Destination Stewardship, Brand Positioning
lll. INFORMATION UPDATE
• Monthly Financial Report/Supplemental Budget Request Update
July – 362,000 36% up from 2019 101% from 2022
Lodging tax is up
See presentation for more detail
• Campaign Production & Asset Acquisition Updates
Tier 1- Cactus wrapped up “life is but a dream” production. Consisting of two drone
days and two full shoot days. Currently moving into the edit phase.
Cactus aiming to share a near final cot at the October meeting
Tier 2- Site & Cactus in partnership with Jack Affleck and STEEP Motion wrapped
production of Tier 2 capturing 5 hero moments:
Father/Daughter riding gondola, Couple in hot-tub, woman in swimming pool, woman
on horse in Gore Range, woman in Arrabelle window
• 2021 Sustainability Principles Campaign Updates
September 16- Business community communication requesting participation and
Introduction to campaign
September 21- Sustainability Quiz and trip giveaway live
Media live
Email to database- take quiz to win trip
September 24- Collateral and swag distribution to businesses and Welcome Center
• Summer Lodging Survey & SOAR Analysis
A total of 109 surveys were sent with 31% responding vs. 27% in Winter
The same 11 questions as winter plus two new questions
Results were compared 2021 vs. 2020
A 4.0 scale all responses were above 2.0
16 out of 21 ratings increased
90% indicated VLMD marketing is very important
3 most important issues for the TOV- 1. Workforce shortage/availability 31%
2.Workforce housing 31% 3.Early childcare 17%
Action Items- Conduct weekly calls with Kim Brussow, Drive more traffic to
Discovervail.com, Increase lodging participation with retail value ads, Help drive
visitors to the Welcome centers, create new monthly lodging newsletter
• Town of Vail Updates
Prima Vail Leadership Forum – last night was awesome
You are all invited to the Vail Town Council meeting on the 21st
We are at the end of the event season we had a busy weekend with gourmet on the
Gore and the duck race.
Octoberfest was one of the busiest highline as seen.
Very successful, very busy event season
2021- beginning of winter
2022 – just published the event funding, we are asking for something more
measurable, sponsorship
• Other Business
We will move meetings back to the 3rd Thursday AM in October (21st)
lV. MINUTES
VLMDAC August 18th and August 30th Minute Approval by Erica / second by Jana /
unanimous
Adjournment
Motion to adjourn by Jana / second by Scott / unanimous 10:12am
Upcoming Meetings:
VLMDAC Monthly Meeting Wednesday, October 21, 2021
Vail Town Council Chambers
/Virtual Via Zoom