Mammoth Lakes Tourism Board

Minutes of Regular Meeting

Wednesday, March 19, 2025 at 1:00 P.m. - 3:00 P.m.

437 Old Mammoth Road, Suite Z, Mammoth Lakes

Members Present:

• Chair Pat Foster, 
• Treasurer John Morris, 
• Secretary John Mendel, 
• Board Member John Wentworth, 
• Board Member Tom Parker, 
• Board Member Kirk Wallace, 
• Board Member Cristi Quesada-Costa, 
• and Board Member Mary Beth Ericson 

Members Absent:

• Vice Chair Eric Clark 

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1.

CALL TO ORDER AND ROLL CALL

Chair Pat Foster called the meeting to order at 1:03 p.m. in the Council Chambers located at 437 Old Mammoth Road. 

2.

BOARD MEMBER REPORTS

Treasurer John Morris said that the recent higher snow levels had helped with lodging numbers, and his bookings looked decent through Easter. He announced that the Snowcreek Golf Course would be open this summer and would be run by Sierra Star again. He said that he hoped that both course would be open by Memorial Day.

Chair Pat Foster reported that he and Vice President, Community Engagement Betsy Truax had been going to the Town Council meetings to provide updates and would continue to do so. Chair Foster said that he and President and CEO John Urdi had recently attended an Inyo County Board of Supervisors meeting to assist with any questions during an Air Service presentation given by Public Works Deputy Director, Airports Ashley Helms and Chief Administrative Office Nate Greenberg. He said that he joined the MLT team for the Visit California Outlook Forum and that there was a record turnout. He thanked the team for letting him go and spoke about some of the topics that were discussed and said that everyone was experiencing the same tourism related challenges as we are in Mammoth. 

Board Member John Wentworth reported that Visit California had published their regional strategies and that they were open for public comment through the end of March.

Board Member Cristi Quesada Costa joined the meeting at 1:14 p.m.

Ms. Quesada Costa reported that Sundays had been busier than usual over the past month and asked if there were changes in lodging reservations.

There was discussion between Mr. Urdi and members of the Board.

3.

PUBLIC COMMENTS

Public Comments may be sent via email to the Town of Mammoth Lakes Assistant Clerk before or during the meeting at or may be made via Zoom or in person during the meeting in Suite Z. All comments will be limited to a speaking time of three minutes.

Town of Mammoth Lakes (TOML) Town Manager Rob Patterson provided an update on items that would be on tonight's Town Council agenda including a detailed look at the Town's budget.

There was discussion between Mr. Patterson, President and CEO John Urdi, and members of the Board.

4.

CONSENT AGENDA

• Moved by Treasurer John Morris
  Seconded by Secretary John Mendel

  Approve the Consent Agenda.

  For (8)	Chair Pat Foster, Board Member Mary Beth Ericson, Board Member Cristi Quesada-Costa, Board Member Kirk Wallace, Board Member Tom Parker, Board Member John Wentworth, Secretary John Mendel, and Treasurer John Morris
  Absent (1)	Vice Chair Eric Clark

  Carried (8 to 0)

4.1

Approve the minutes of the Special Meeting of February 18, 2025.

4.2

Approve the minutes of the Special Meeting of February 19, 2025.

5.

POLICY MATTERS

5.1

Presentation from Mammoth Hospital CEO Tom Parker - Brief update on Mammoth Hospital North Wing project

Mammoth Hospital CEO Tom Parker outlined the information in the Mammoth Hospital Presentation.

There was discussion between Mr. Parker and members of the Board.

5.2

MLT Strategy Documents - Review and discussion on MLT’s 2025-2027 strategic direction and planning calendar. Board to provide feedback and vote to approve strategic direction.

President and CEO John Urdi outlined the information in the MLT Draft Strategic Plan.

There was discussion between Mr. Urdi and members of the Board.

• Moved by Secretary John Mendel
  Seconded by Treasurer John Morris

  Approve Strategic Direction.

  For (8)	Chair Pat Foster, Treasurer John Morris, Secretary John Mendel, Board Member John Wentworth, Board Member Tom Parker, Board Member Kirk Wallace, Board Member Cristi Quesada-Costa, and Board Member Mary Beth Ericson
  Absent (1)	Vice Chair Eric Clark

  Carried (8 to 0)

5.3

Bluesapalooza Funding Discussion - Board discussion, consideration, and possible vote on additional funding for Bluesapalooza

Board Member John Wentworth announced that there would be a Ribbon Cutting Ceremony at 3:00 today at the Innsbruck Apartments.

President and CEO John Urdi spoke about the request MLT had received for additional funding for the Bluesapalooza event.

Omega Events Inc. President Rich Sherman provided additional information about Bluesapalooza.

PUBLIC COMMENT:

Assistant Clerk Angela Plaisted summarized a written comment received via email from Bluesapalooza Nonprofit Organization Coordinator Rich Boccia discussing the history of event venues in Town and suggesting creation of a committee to explore the option of having the Bluesapalooza Festival hosted in partnership with the Town and MLT in 2026 on the Bell Shaped Parcel and that it moved toward the concept of being named Mammoth's Central Park.

There was discussion between Mr. Urdi, Mr. Sherman, and members of the Board.

• Moved by Treasurer John Morris
  Seconded by Secretary John Mendel

  Approve one time additional funding in the amount of $25k with the understanding that Bluesapalooza would return to MLT a detailed report of how the $25k was spent and also provide a post event report on the Return on Investment (ROI) to the best of their ability figured only Bluesapalooza's ROI.

  For (5)	Treasurer John Morris, Secretary John Mendel, Board Member Tom Parker, Board Member Kirk Wallace, and Board Member Cristi Quesada-Costa
  Against (3)	Chair Pat Foster, Board Member John Wentworth, and Board Member Mary Beth Ericson
  Absent (1)	Vice Chair Eric Clark

  Carried (5 to 3)

5.4

Winter Air Service Update - Overview of Winter 2024-25 service for both MMH and BIH

President and CEO John Urdi outlined the information in the Air Service Update.

There was discussion between Mr. Urdi and members of the Board.

5.5

Financial Reports

Receive an update regarding the financial health of the Mammoth Lakes Tourism and the results of the previous month for Transient Occupancy Tax (TOT), the Tourism Business Improvement District (TBID) and current account balances.

President and CEO John Urdi outlined the information in the Financial Reports.

There was discussion between Mr. Urdi and members of the Board.

6.

DEPARTMENT UPDATES

A brief recap of past, current, and future efforts of each department.

6.1

Community Engagement

Receive an update on community engagement efforts from Vice President, Community Engagement Betsy Truax.

Vice President Betsy Truax gave an update on recent community engagement activities. Ms. Truax said that she had received a report of the comments from the Resident Sentiment Survey and would present it at the next meeting and possibly at a future Town Council meeting. She announced that this month's Community Coffee speaker would be State Assemblyman David Tangipa and that the last free Community Skate Night would take place on April 2nd. She said that she had been in discussions with Board Member and Mammoth Mountain Ski Area (MMSA) Chief Operating Officer Eric Clark regarding special events venues.

There was discussion between Ms. Truax, Urdi, and members of the Board.

6.2

International

Receive an update on international sales and PR efforts from Vice President, Global Tourism, Michael Vanderhurst.

Vice President, Global Tourism Michael Vanderhurst gave an update on international sales activities. Mr. Vanderhurst reported that MLT had hosted influencers from China and Brazil as well as Familiarization (Fam) groups from Australia and New Zealand and acknowledged Outbound Mammoth for their lodging support for the Fam visit. He said they would host a German Fam visit starting tonight  in partnership with Altera and Mammoth Resorts, and said that MLT would be joining the State of California for Pan-Euro large sales mission.

There was discussion between Mr. Vanderhurst, Urdi and members of the Board.

6.3

Marketing

Receive an update on marketing efforts from Vice President, Marketing, Sarah Winters.

Vice President Marketing, Sarah Winters gave an update on marketing events and activities. Ms. Winters said that air surveys were continuing in Bishop and at MMH and reported that paid media for special events would push out in April.

 

6.4

Digital Marketing

Receive an update regarding digital marketing efforts from Digital Marketing Manager Samantha Lindberg.

Digital Marketing Manager Samantha Lindberg provided an update on digital marketing efforts and social media activity. Ms. Lindberg reported that MLT would create an online Summer Ready Guide this year and that the next video in the "It's a Mammoth Thing" series Mammoth Tap featuring LA Kings Captain Anže Kopitar would launch this week.

There was discussion between Ms. Lindberg and members of the Board.

6.5

Local Marketing

Receive an update regarding local marketing efforts from Local Marketing Manager Emily Bryant. 

Marketing Manager Emily Bryant gave an update on recent local marketing activities. Ms. Bryant reported that the event funding discussions had been finalized and that twenty-seven events had been funded. She said that more information could be found on MLT's Community Page, and thanked the Special Events Committee for their efforts. She also reported that MLT was working with Visit California on a Tourism Exchange program and said details were available on MLT's Community Page.

There was discussion between Ms. Bryant and members of the Board.

6.6

Content Marketing

Receive an update regarding content marketing efforts from Content Marketing Manager Laura Wattles.

Board Member John Wentworth left the meeting at 2:56 p.m.

Content Marketing Manager Laura Wattles provided and update on content marketing efforts including the release of the season's first Fishing news letter in anticipation of the upcoming fishing opener. Ms. Wattles reported that she had worked with the Town to create graphics for the LA Kings Road Trip event partnership and also to create a stewardship program for Dog Ambassadors including dog bandanas for their Host Hounds.

There was discussion between Mr. Wattles and members of the Board.

6.7

Communications and PR

Receive an update regarding communications and PR efforts from Public Relations Manager Ally Watson.

Public Relations Ally Watson provided an update on communications and public relations efforts. Ms. Watson reported that MLT had recently hosted four media visits including journalists from the SF Gate and the Boston Globe with focus on Mammoth Lakes as a versatile travel designation and said that MLT staff and journalist from SF Gate had toured Housing Now projects with Town of Mammoth Lakes Director of Community and Economic Development Nolan Bobroff.

There was discussion between Ms. Watson and members of the Board.

7.

OTHER STANDING UPDATES

7.1

Mammoth Resorts Update - Eric Clark

Brief update on Mammoth Mountain news, activity, and operations.

There was no Mammoth Resorts update given.

7.2

Mammoth Lakes Chamber of Commerce Update - Tom Parker

Brief update on Mammoth Lakes Chamber of Commerce news, activity, and operations.

Board Member Tom Parker gave an update on recent Chamber events and activities. Mr. Parker announced the following events: Women in Business Speed Mentoring at the Library on March 24th, free sessions for local businesses with Joseph Bogorad providing advice on how to promote their business though social media at the Library on March 26th, Power Lunch discussing smart financial strategies with Colin Fernie and Eric Wasserman, and Business After hours with Mammoth Hospital CEO Tom Parker providing a presentation on the Hospital's North Wing Project on March 15th at Elevate at the college. He announced that a Press Release went out yesterday announcing that Chris Benchetler and Kimmy Fasani would be the Grand Marshals of this years 4th of July Parade and recognized the President and CEO Brianna Goico and staff for for their work on putting the parade together and said that this year's theme would be Art and Nature to celebrate how art, beauty, and creativity in all come together in Mammoth.

There was discussion among members of the Board.

7.3

Town Council Update - John Wentworth

Brief update on Town Council news, activity, and operations.

There was no Town Council report given.

President and CEO John Urdi directed members of the Board to page 2 of the Air Service update to show graphics that were not pointed out during the Item 5.4 update.

8.

ADJOURNMENT

The meeting will be adjourned to the next regular meeting scheduled to be held on April 16, 2025.

Staff requests that the Board move the regular meeting scheduled for May 21, 2025, to a special meeting to be held on May 28, 2025, due to the President & CEO's need to attend the Cal Travel Advocacy Day on the Board's regularly scheduled meeting day. 

The meeting was adjourned at 3:06 p.m. to the next regular meeting scheduled to be held on April16, 2025.

President and CEO John Urdi reported that he would be out of town for the Cal Travels Advocacy Day on May 21st and said that he would like to move the May meeting from the 21st to the 28th.

There was discussion between Mr. Urdi and members of the Board.