Blogging VRMA East: General Session

by Bill Furlong, CEO

Alex Risser, VRMA President, started by discussing what the organization has been doing since the changes in the association leadership six months ago.  VRMA has set up 14 committees to address key issues with participation from broad number of members.

• Strategic planning committee (Betsy LaBarge):  The committee revisited the mission statement which is drafted by not yet closed.

• By-laws:  Have drafted an amended set of by-laws.  Board approved initial draft yesterday which will be posed on VRMA web site for four month comment period.  Hoping to vote at Fall meeting in DC.

• Financial oversight (Ben Edwards):  Conducted an independent accountant review plus new reports for Board analysis.

• Government issues (Steve Milo): Will be posting white papers and FAQs for VR managers dealing with restrictions.

• Membership: Retained Rick Fisher to lead this.

• Management relations:  More active board involvement.  Working on transition after current management 3 year contract ends.

• Association relations: Not yet an active committee.

• Education committee (Alan Hammond): Debating  certification versus designation approach.

• Vendor relations (Kyle Buehner): Looking for second Board member from vendor ranks.  Getting input on conference site selection.

• Conference planning:  Planning for DC conference is well underway.  "VRMA idol":  Alex's idea.  Have some fun in DC.  Entries for the VRMA version of American Idol with live performances at DC show.

• RBO: Look at what we have in common (awareness and gov't restrictions).  And also seeing where need to promote professionally managed differently.

• Website (Steve Trover): New site launched.  Want feedback.  Much improved from previous site.

Steve Trover discussed the new VRMA web site and Discover Vacation Homes.  Focused on addressing lack of awareness to domestic travelers about vacation homes.  Started it in 2006 in Central Florida.  Got some good local and regional coverage.  Started thinking about going national.  Put $250k into the effort in first few years.  Gave those DVH assets to VRMA to be a publicity platform for industry.  Also retained Ypartnership to lead PR efforts.  A PR committee has been formed.  Relaunched site on March 20, 2009.  Currently shows all members.  But there will be a cost in the future to stay on the site.  Benefits to members include priority media leads from media, minimizingn media relations costs, cross promotion of member locations, reaching first-time renters, receiving referrals from DVH site.  They will be building a landing page about each company on the DVH site and possibly a video overview about each member to promote the members' brands.  They are in development on a PBS TV series.  More later in the conference.

How to participate?  Register on the web site.  Cost is $3 per property managed.  Long term rentals not included.

More detail on yPartnership from two people from PR agency.  The ageny focuses on travel industry.  Top 5 firm specializing in travel PR.  HQ in Orlando.  Have 25 clients.  A number of destination clients (Honduras, Cozumel, Loreta, etc.), hospitality clients and travel service clients (yes, even the american association of nude recreation!!).  They reviewed the scope of traditional PR services they will do for VRMA. 

Specifics for this assignment.  The headline they want to focus on is "a fast growing trend; national in scope"...attractive alternative to conventional resort accomodations - perfect for families and couples; affordable; easy and secure to book online; not timeshares and condo-hotels.  Helped secure the recent USAToday coverage on VRs.  Active on a lot of additional publicity outreach to national media. 

Jerry Smith from the production company of the PBS show spoke.  Focuses on travel film.  To prove his credibility, he even brought one of his six Emmy awards!  Did a Great Vacation Homes series some time ago.  What is compelling are the stories of how staying in a VR changed people's lives.  Currently working on sponsorship and distribution.  Looking for homes to feature that have great stories behind them.  Submit ideas to Jerry!