Afternoon Meeting 9/2/2025

Updated 6 days ago

Public meetings of the Vail Town Council are held the first and third Tuesdays of the month.

The mission of the Vail Town Council is to grow a vibrant, diverse economy and community and preserve our surrounding natural environment, providing our citizens and guests with exceptional services and an abundance of recreational, cultural and educational opportunities. Public meetings of the Vail Town Council are held the first and third Tuesdays of the month. Meetings begin in the afternoon followed by an evening business meeting beginning at 6 p.m.

Chapters

Welcome and Introduction (00:00:14)
Mia welcomes the council and introduces the purpose of the meeting, focusing on the commitment to responsible use of taxpayer money.

Mia expresses gratitude for being present and outlines the agenda to discuss the responsible use of taxpayer money, strategic direction by the board, and how the agencies work together to drive revenue to the town.
Tourism Industry Landscape Overview (00:01:00)
Laura Libby presents an overview of the national and state tourism landscape, highlighting economic challenges and market trends.

Laura Libby discusses the current tourism landscape at the national and state levels, emphasizing economic uncertainties, softening air travel demand, and the importance of strategic marketing to retain market share amid competition.
Budget Overview and Strategic Planning (00:02:00)
The meeting focuses on budget overview, special events, and strategic investments to ensure the successful evolution of the DMO.

Discussions on the overall budget for marketing, operations, and special events. The focus is on strategic investments to drive revenue, responsible use of reserves, and aligning the DMO’s strategic plan with the town council’s goals.
Destination Marketing Organization (DMO) Update (00:05:00)
An update on the progress and strategic direction of the DMO, including its evolution and brand platform.

The DMO is in a growth phase, with a focus on finalizing the brand platform and strategic plan to drive responsible visitation. The importance of aligning with the town council’s strategic goals is emphasized to support economic vitality.
Special Events and Sponsorship (00:10:00)
Jeremy outlines the special events budget and process, emphasizing the economic and community impact of events.

Jeremy provides a high-level overview of the event budget, focusing on the importance of sponsorships for visitor draw events and community enrichment. The process of approving event budgets and the impact on local tourism and economy are discussed.
Revenue Forecasts and Financial Projections (00:12:00)
Presentation of revenue forecasts highlighting funding sources, market pressures, and budget adjustments for special events.

Jake explains the revenue forecasts and funding mechanisms for special events and marketing operations. The impact of market pressures on lodging taxes and the importance of monitoring revenue projections are highlighted.
Marketing Strategy and Media Planning (00:15:00)
Douglas discusses marketing strategies, tactical allocation of the budget, and the role of paid media in driving visitation.

The importance of paid media placements as the largest marketing expense is emphasized. Strategies for efficiently allocating the marketing budget to drive awareness and visitor engagement are outlined, focusing on key geographic markets.
Influencer and Social Media Programs (00:18:00)
Kristen outlines the influencer program goals and social media strategies to enhance brand engagement and visibility.

The influencer program aims to create authentic experiences to reach an active outdoor audience. Social media strategies focus on increasing engagement and supporting the new TikTok account, with achievable goals for influencer collaborations.
Owned and Earned Media Strategies (00:20:00)
Bob and Ben highlight the importance of owned media channels and SEO strategies to drive engagement and visitation.

The presentation covers strategies for leveraging owned media channels like email and social platforms to enhance visitor engagement. SEO efforts are crucial for maintaining a competitive edge in organic traffic and trip planning.
Public Relations and Media Relations (00:24:00)
Kristen emphasizes the role of earned media in building credibility and influencing traveler decisions through storytelling.

Earned media, resulting from strong public relations, spans various channels and builds credibility, influencing travel decisions. Strategies for securing coverage in targeted media outlets and the importance of media visits are discussed.
Destination Sales Strategy Discussion (00:30:40)
Discussion on the importance of destination sales and the need for a comprehensive approach that includes group sales, travel trade, and luxury travel agents.

The meeting discussed the destination sales strategy, emphasizing the need to enhance group sales and adapt to changes in the marketplace post-pandemic. The focus is on working with the Destination Marketing Organization (DMO) to address group sales, travel trade, and luxury travel agents.
Contingency and Finance Budget (00:32:02)
Presentation on the contingency and finance budget, highlighting the use of contingency funds for marketing campaigns and financial reimbursements.

Liz presented the contingency and finance budget, detailing the use of contingency funds to impact early bookings through in-state campaigns. There was a focus on the flexibility of turning on campaigns as needed for economic headwinds and occupancy impacts.
Reserves History and Forecast (00:35:01)
Review of reserves history and forecast showing available reserves for future initiatives and downturn response.

Jake reviewed the reserves history, showing available reserves above the minimum for the Vail Local Marketing District (VLMD). The importance of maintaining reserves for future initiatives and increased marketing efforts during economic downturns was emphasized.
Community Campaign Launch (00:37:17)
Introduction of the Love Vail community campaign to balance destination marketing with community values and environmental responsibility.

The Love Vail campaign was launched to align with community values such as love for nature and community belonging. It was soft-launched at GoPro Mountain Games, with future plans for content creation, town signage, and community-focused programming.
Destination Sales Enhancements (00:40:02)
Discussion on enhancing destination sales efforts with new materials, trade show presence, and focus groups.

Chris discussed enhancements to destination sales, including improvements to travel trade materials, trade show presence, and focus groups to refine efforts. There was a focus on materials for Dobson Arena and creating village-wide videos for group programs.
DMO Transparency and Accountability (00:43:09)
Proposal for DMO transparency and accountability through annual reports, KPI dashboards, and public meetings.

The meeting proposed creating an annual report and KPI dashboard for transparency in DMO efforts. There will be semi-annual public meetings to discuss results, and a monetization roadmap will be developed to explore revenue opportunities.
Unique Vail Experience Grant Program (00:45:09)
Introduction of a grant program to fund unique Vail experiences that integrate adventure, wellness, and culture.

Kristen introduced the Unique Vail Experience grant program aimed at local businesses to create signature storytelling opportunities. The focus is on programs that integrate adventure, wellness, and culture, encouraging guests to become storytellers.
Summary and Budget Discussion (00:46:38)
Summary of initiatives to drive responsible growth and a review of the proposed budget for marketing and events.

Douglas summarized the initiatives aimed at driving responsible year-round growth. The budget discussion highlighted the focus on destination sales, protected visitation market share, and strategic ad placements. Jake provided a high-level overview of the VLMD budget.
Questions and Feedback (00:51:02)
Open floor for questions and feedback on the operating plan and use of reserves, discussing influencer programs and collaborative marketing.

The meeting opened for questions and feedback, with discussions on the influencer program and collaboration with Vail Resorts. Concerns about maximizing event impact, grant applications, and ensuring non-redundant marketing efforts were addressed.
Public Comments and Discussion on Contract Enforcement (01:01:39)
Discussion on the enforcement of contracts and use of reserves during downturns, with acknowledgment of challenges and strategic opportunities.

The meeting began with a focus on the challenges faced in contract enforcement and the strategic use of financial reserves during economic downturns. The speakers acknowledged the necessity of unpleasant decisions and encouraged seizing opportunities when reserves are ample.
Budget Update and Strategic Planning (01:02:19)
Participants discussed budget adjustments, strategic planning, and communication of Vail's differentiators in the market.

The discussion transitioned to budget considerations, including the responsible use of reserves and the need for strategic planning. Emphasis was placed on communicating Vail's unique offerings and maintaining consistent messaging to attract visitors.
Social Media Strategy and AI Integration (01:03:19)
Inquiry into social media influencers and the role of AI in marketing strategies, with a focus on evolving digital platforms.

Questions were raised about the selection of social media influencers and the integration of artificial intelligence in marketing. The meeting explored how AI is influencing digital strategies and the importance of maintaining a strong online presence across platforms.
Acknowledgments and Strategic Planning Feedback (01:06:13)
Council representatives expressed gratitude for strategic planning efforts and community engagement, highlighting the importance of volunteer contributions.

Council representatives took the opportunity to express appreciation for the strategic planning efforts and the high level of community engagement, particularly acknowledging the contributions of volunteers and the strategic plan developed by Patrick and JR.
Adjournment of BLMD and Reconvening as Vail Town Council (01:09:04)
The meeting was adjourned as the BLMD and reconvened as the Vail Town Council to address the afternoon agenda.

The session as the BLM District was formally adjourned, and the meeting was reconvened as the Vail Town Council. The transition was made to address the afternoon agenda, indicating a shift in focus to new topics.
Call to Order and Presentation on Lion's Head Redevelopment (01:10:44)
The Vail Town Council meeting was called to order, beginning with a presentation on amendments to the Lion's Head Redevelopment Master Plan.

The Vail Town Council meeting was officially called to order, starting with a presentation regarding proposed amendments to the Lion's Head Redevelopment Master Plan. The discussion aimed to outline the vision and pathway for future developments.
Discussion on Master Plan Amendments and Implementation (01:11:57)
Town council discussed the master plan amendments for Lion's Head, focusing on zoning, parking, and development agreements.

The council engaged in a detailed discussion on the proposed amendments to the Lion's Head Redevelopment Master Plan, addressing key issues such as zoning changes, parking requirements, and the framework for future development agreements.
Community Input and Vision for Lion's Head Redevelopment (01:17:17)
The importance of community input and vision in the redevelopment of Lion's Head was discussed, with a focus on creating a vibrant area.

The meeting emphasized the significance of community input in shaping the redevelopment of Lion's Head. The vision for the area includes creating a vibrant and engaging space that aligns with the community's needs and aspirations.
Implementation and Next Steps for Redevelopment (01:25:07)
Discussion on the implementation of the Lion's Head Master Plan and the next steps, including rezoning and development agreements.

The council discussed the implementation steps for the Lion's Head Master Plan, outlining the process for rezoning, the establishment of development agreements, and the importance of defining clear deliverables for future progress.
Discussion on Onsite Housing and Community Integration (01:33:05)
The importance of onsite housing for community integration was discussed. Participants emphasized housing's role in fostering community.

The discussion highlighted the importance of onsite housing as a catalyst for community integration. The belief is that having people live and be a part of the community will significantly activate and enhance the area. The participants expressed openness to input from town staff and the community to explore additional ideas for community development.
Master Plan for Entrepreneurship and Community Vibrancy (01:33:36)
The need for a master plan fostering entrepreneurship was emphasized, drawing parallels to successful models like Vail Village.

The conversation focused on creating a master plan that allows for entrepreneurship, similar to what made Vail Village successful. The importance of onsite housing was reiterated as a crucial element, and there was discussion on how to incorporate entrepreneurship into the community fabric. The idea is to develop a plan that supports local businesses and enhances the community's vibrancy.
Review of Staff Memo and Community Comments (01:35:10)
Staff memo review addressed community comments and questions, focusing on differentiation and unique community aspects.

The meeting included a review of the staff memo, which addressed comments and questions from previous meetings. Key points included differentiating the Town of Vail as a unique mountain community, ensuring the concept plan reflects community values, and prioritizing local businesses. Clarity around public improvement sequencing and the incorporation of a preliminary implementation plan were also discussed.
Parking Study and Employee Relocation Concerns (01:40:40)
Concerns about parking and employee relocation were discussed, including the impact on community vitality and logistics.

The discussion addressed concerns regarding the timing and scope of a parking study and its interaction with the implementation plan. There was also a focus on the relocation of Vail Resorts employees and how this might affect community vitality. The logistics of clocking out at remote locations and the use of technology to manage these changes were explored.
Lift Access and Community Experience Enhancement (01:42:42)
The importance of lift access for beginners and overall community experience was emphasized, aiming for seamless access to terrain.

The council discussed the need for lift access that caters to beginner skiers and enhances the overall experience for visitors. The goal is a seamless and transformative experience that aligns with the community's expectations. The discussion included the importance of gondola access and the potential for providing access to beginner terrain directly.
Impact of Increased Lift Capacity on Mountain Experience (01:45:03)
Concerns about increased lift capacity and its impact on the mountain experience were raised, focusing on skier distribution.

There were concerns about the impact of increased lift capacity on the mountain experience, particularly regarding skier distribution at the top. The discussion emphasized the need to consider the guest experience and the potential issues with clustering at certain lift points. Suggestions included the possibility of a mid-station to help manage skier flow and enhance the overall experience.
Common Consumption Area and Lift Development Considerations (01:52:48)
Considerations for a common consumption area and its implications for local businesses were discussed, along with lift development.

The idea of a common consumption area was discussed, noting the complexity and liability issues for local businesses. The potential benefits and challenges were considered, especially in relation to promoting entrepreneurship. Additionally, the discussion touched on the implications for lift development and how to balance these aspects with community needs.
Future Planning and Development Agreement Transparency (01:59:00)
The importance of transparency in development agreements and ongoing community engagement was stressed.

The council discussed the need for transparency in development agreements, emphasizing the importance of public engagement in the planning process. The developers assured continued community outreach and feedback sessions to ensure that the project aligns with community expectations and needs. The discussion highlighted the role of development agreements in memorializing the approved plans.
Discussion on Development Plans and Parking (02:02:55)
The council discussed the ongoing development plans, focusing on parking structures and public transparency.

The discussion centered around the current development plans by Hart Howerton, emphasizing that the images are not final. A future session with the developers is planned to advance the project. The importance of public transparency, especially regarding parking studies and employee lot usage, was highlighted. The council aims to ensure community involvement and accountability in the development process.
Master Development Plan and NEPA Review (02:10:08)
The council discussed the master development plan's status with the Forest Service and potential NEPA review requirements.

Questions were raised about the master development plan's acceptance by the Forest Service and its status under the National Environmental Policy Act (NEPA). The plan is accepted but not yet approved through NEPA, with future processes required for evaluation. The council discussed the integration of West Lionshead in the MDP and its implications for lift capacity.
Single Use Plastic Reduction Ordinance Discussion (02:14:01)
Beth Markham presented a detailed plan for reducing single-use plastics, including community feedback and proposed ordinances.

Beth Markham, the environmental sustainability manager, presented the second part of the discussion on the single-use plastics reduction ordinance. The presentation covered the impacts of plastics, community outreach results, and proposed policy options. The comprehensive reduction option was recommended, involving a phased approach and leading by example with town operations. Business support programs, grant funding, and public education efforts were discussed to aid the transition away from single-use plastics. The potential for a reusable to-go program and branded aluminum cans was also explored.
Discussion on Single-use Plastics (02:36:49)
Detailed discussion on the impact of single-use plastics in Vail and potential measures to address it, including an ordinance and public education.

The council discussed the challenges and issues related to single-use plastics, such as cups, lids, straws, and to-go containers. The discussion also touched upon Vail's potential leadership role in reducing plastic waste and the impact of proposed measures. Questions from the public were addressed, focusing on grant programs and business support for the transition away from single-use plastics. The conversation included ideas for leading by example, focusing on reusable options, and considering a phased approach to implementing changes. Concerns were raised about the practicality and cost of implementing water fill stations and the need for public and business community support. An ordinance was considered, but the need for further planning and budget considerations was emphasized.
Discussion on Water Bottle Implementation (03:05:50)
Discussion on integrating Vail branded water bottles for town events and facilities, considering costs and alternatives for business owners.

The council discussed a proposal to implement Vail branded water bottles at town events and facilities. The discussion included the logistics of providing the inventory for free to businesses and the financial implications. The idea was to lead by example in sustainability, while ensuring that the cost burden does not fall entirely on business owners. Alternatives for hotel hygiene bottles and plastic condiments were also considered, with a focus on finding cost-effective and viable options.
Summary of Council's Position on Plastic Reduction (03:09:11)
Council members expressed differing views on plastic reduction, with a focus on phased approaches and budget considerations for next year.

The council members had varying opinions on how to proceed with plastic reduction initiatives. Some members favored immediate implementation across all plastics, while others suggested a phased approach linked to the budget process for the next year. The discussion emphasized the importance of education and exploring alternative options to plastics. The need for a sustainable budget plan was highlighted, with a focus on meaningful short-term actions.
Vail Street Furniture Project Presentation (03:11:14)
Presentation on replacing street furniture in Vail with a focus on aesthetic and practical improvements, including new picnic tables and benches.

Greg Barry and Kim White presented a plan to replace the street furniture in Vail, focusing on picnic tables and benches. The existing blue powder-coated tables, installed during COVID, were to be replaced with more aesthetically pleasing options that fit the Vail aesthetic. The presentation covered material choices, maintenance considerations, and potential configurations for new furniture. The goal was to enhance public spaces with durable and comfortable seating options that encourage longer visits and community engagement.
Adirondack Chairs for Public Spaces (03:28:33)
Consideration of durable Adirondack chairs for public lounging areas to increase linger time and enhance visitor experience.

The council considered introducing Adirondack chairs in public spaces to create more inviting and relaxing environments for visitors. Two options were presented: wood-covered for comfort and metal powder-coated for durability. The chairs would be strategically placed to encourage social interaction and longer stays in public areas. The chairs were noted for their sturdiness and aesthetic appeal, with council members expressing a preference for the wood option for its comfort and maintenance advantages.
Bear-Proof Trash Cans and Recycling Options (03:31:09)
Discussion on replacing current bear-proof trash cans with new models and exploring enhanced recycling options to improve waste management.

The council discussed plans to replace existing bear-proof trash cans with newer models that offer better functionality and aesthetics. The new trash cans would maintain the iconic pine cone design and improve ease of use for the public. The conversation also touched on enhancing recycling efforts by potentially including composting options and differentiating recycling bins to encourage proper waste sorting. The integration of these improvements was considered in the context of a broader waste management and sustainability strategy.
Furniture Budget Request and Future Considerations (03:34:38)
Future budget considerations for street furniture, including the potential for branded and aesthetic enhancements to public seating.

The discussion concluded with considerations for future budget requests related to street furniture. The council expressed support for moving forward with new furniture selections that align with Vail's aesthetic goals. Suggestions included the possibility of branding furniture with town logos and integrating artistic elements to enhance public spaces. The budget request would be formalized in upcoming meetings, with a focus on achieving both functional and visual improvements to the town's public areas.
Discussion of Timber Ridge Village Housing Unit Exchange Program (03:36:49)
Jason Deets, housing director, discusses the next phase of Timber Ridge employee housing deed restricted credit and exchange program.

Jason Deets, the housing director, presented the proposed next phase of the Timber Ridge employee housing deed restricted credit program and exchange program. He provided a recap of the first phase, explaining how it was approved by the Town Council back in January and allowed the development and implementation of a credit program to help mitigate commercial linkage and inclusionary zoning requirements. The new phase aims to change the pricing structure to allow flexibility and proposes making the credits transferable. Deets also discussed feedback from businesses interested in purchasing credits and potentially creating a down payment assistance program to help employees acquire new units at Timber Ridge. The proposal also includes allowing incremental use of EHU square footage for credits without the need for whole unit increments and does not require a code change.
Feedback and Questions on Housing Program Proposal (04:00:17)
Council members provide feedback and ask questions regarding the housing program proposal, focusing on various unit sizes and pricing.

Council members engaged in a discussion about the housing program proposal presented by Jason Deets. Questions were raised about the unit sizes involved in the credit program, with a focus on studios, one, and two-bedroom units. There was also a conversation about keeping existing pricing fair for those who had already signed contracts and the flexibility needed for council to make decisions on bulk deals or special cases. The possibility of extending the existing program with current pricing was considered, along with ensuring that decisions align with the program's goals.
Discussion on Housing Community Needs and Program Flexibility (04:01:08)
Council members discuss the importance of flexible housing programs to meet community needs and support housing project viability.

The council emphasized the importance of ensuring housing programs are flexible enough to meet the diverse needs of the community, particularly in supporting individuals and families to meet their onsite housing obligations. The discussion highlighted the significance of the Timber Ridge project as a cornerstone for providing affordable housing options and the need for creative solutions to make housing projects viable. There was a consensus that allowing flexibility in the program could be beneficial long-term for the community’s housing strategy.
Second Quarter Financial and Revenue Updates (04:02:00)
The council reviews and discusses updates on revenue and investments for the second quarter, noting overall trends and community feedback.

The meeting included a review of the second quarter financial and revenue updates. The council discussed the overall trends in revenue, noting a reported decline but also considering community feedback suggesting varied experiences in town. The importance of maintaining transparency and providing detailed reports to constituents was emphasized to ensure informed discussions and decision-making.
Clarification on Program Implementation and Communication (04:02:03)
The council discusses the need for clear communication and understanding of the new phase of the housing program among stakeholders.

The council addressed the need for clear communication regarding the new phase of the housing program to ensure all stakeholders, including the Planning Commission and developers, understand how credits and obligations are managed. It was noted that there had been some confusion with developers claiming to use Timber Ridge credits without securing them, leading to potential misunderstandings. The council aims to clarify these aspects to prevent any issues in program implementation.
Matters from the Mayor: Recycling and Landfill Tour Proposal (04:02:39)
The mayor proposes a group tour of the landfill and recycling facilities to better understand operations and address public misconceptions.

The mayor raised the idea of organizing a group tour of the local landfill, recycling, and composting facilities for the council. The purpose would be to gain a better understanding of operations and address public misconceptions about recycling processes. The mayor noted that there is a significant misunderstanding in the community regarding how recycling is handled, and a tour could help council members provide accurate information to constituents. The group discussed logistics and the potential benefits of such a visit.
Discussion on Landfill and Trash Management (04:04:38)
Discussion on the current state of the landfill and trash management, highlighting misinformation and public perspectives.

The meeting began with a discussion on the landfill and trash management, where members expressed concerns about misinformation surrounding the issue and the need for better organization and understanding of the landfill situation.
Letter to US Forest Service on Roadless Rule (04:05:05)
Proposal to send a letter to the US Forest Service to uphold the Roadless rule, emphasizing the rule's historical significance.

A proposal was made to send a letter to the US Forest Service to urge them to uphold the Roadless rule, which has been in place since the Clinton administration. The proposal highlighted the rule's historical significance and the need to maintain it.
Sprinkler Sensors and Water Usage During Drought (04:05:27)
Concerns about sprinkler usage during rain and the effectiveness of sensors during drought conditions.

The discussion shifted to concerns about sprinkler usage during rain and the effectiveness of installed sensors during drought conditions. Questions were raised about the functionality and need for further investigation into the sensor systems.
Thanks to Task Forces and Supporters (04:06:01)
Acknowledgments to the Parking Mobility Task Force and supporters of labor and democracy events.

Acknowledgments were given to the Parking Mobility Task Force for their work on the upcoming winter season and to all those who supported labor and democracy events in Edwards and on the Lionshead pedestrian bridge.
Burying Power Lines Project Update (04:06:33)
Update on the ongoing project of burying power lines, including discussions on costs and partnerships.

An update was provided on the ongoing project to bury power lines, particularly around the north trail and Buffer Creek. Discussions included the project's costs, phasing, and partnerships involved in executing this initiative.
Shoutouts to Parking Team and SROs (04:08:08)
Shoutouts to the parking team for their work and to SROs for their roles in schools.

Shoutouts were given to the parking team for managing a summer of transition and to the School Resource Officers (SROs) Greg Schwartz and Ben Coleman for their roles in local schools, expressing pride in their growth and contributions.
Request for Letter of Support for Eagle River Water Bond (04:09:25)
Request for council support for the Eagle River Water and Sanitation geo bond to upgrade infrastructure.

A request was made for council support in the form of a letter for the Eagle River Water and Sanitation geo bond. The bond aims to upgrade infrastructure, and the speaker shared insights gained from learning about the waste process.
Issues with High-Pressure Sales Tactics in Town (04:11:03)
Concerns about high-pressure sales tactics by skincare providers and the need for enforcement.

Concerns were raised about high-pressure sales tactics by skincare providers not staying within their designated boundaries. Discussions included potential actions to address these violations and the role of legal counsel.
Shoutout to Public Works Team (04:12:31)
Appreciation expressed for the public works team's efforts during busy events like the farmer's market.

A big shoutout was given to the public works team for their outstanding efforts in managing trash and maintaining operations during busy events like the farmer's market, highlighting their excellent performance.

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