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RESOLUTION 31-13
CCRESOLUTION#31-13WHEREAS,theEstesParkLocalMarketingDistricthasfiledwiththeTownClerktheEstesParkLocalMarketingBusinessandOperatingPlanfor2014alongwithitsproposedbudgetforthe2014calendaryear;andWHEREAS,pursuanttoSection29-25-110C.R.S.andtheapplicableprovisionoftheIntergovernmentalAgreementdatedAugust26,2008,betweentheTownofEstesParkandtheBoardofCountyCommissioners,LarimerCounty,theTownBoardshallapproveordisapprovetheOperatingPlanwithinthirty(30)daysafterreceiptofsaidPlan,theproposedbudgetandalladditionaldocumentationrequestedbytheTown;andWHEREAS,theTownBoardhasreviewedtheOperatingPlanandproposedbudgetandhasdeterminedthattheOperatingPlanwillprovideefficientandcosteffectivemarketingandpromotionservicesfortheEstesParkLocalMarketingDistrictServiceArea.NOW,THEREFORE,BASEDUPONTHERECITALSSETFORTHABOVEWHICHAREINCORPORATEDHEREINBYREFERENCE,BEITRESOLVEDBYTHEBOARDOFTRUSTEESOFTHETOWNOFESTESPARK,COLORADOASFOLLOWS:1.TheEstesParkLocalMarketingDistrictBusinessandOperatingPlanfor2014asfiledwiththeTownClerkisherebyapproved.Datedthis________________________ATTEST:TriClerk.a2013. 0CrPVisitEstesParkTheDestinationMarketingOrganizationVisitEstesPark.comEstesParkLocalMarketingDistrict:VisitEstesPark2014OperatingPlanThedeadlineforsubmittingthisOperatingPlantotheTownofEstesParkandLarimerCountyisSeptember30,2013.ItwasapprovedbytheVisitEstesParkBoardofDirectorsonSeptember17,2013.Pleasenotethatitwaswrittenbeforethedevastatingfloods,whichbeganonSeptember11,2013,andthesubsequentroadclosuresfromtheFrontRangetoEstesPark(Rt.34,Rt.36andRt.7). IntroductionWhiletheEstesParkLocalMarketingDistrict(LMD)isstillthelegalentityunderwhichthe2%lodgingtaxissubmitted,inJanuary,2012,our‘doingbusinessas’namechangedtothemoreuser-friendly‘VisitEstesPark’.AnincreasingnumberofofficialDestinationMarketingOrganizations(DMO’s)haveadoptedthename‘Visit’precedingtheirdestination,makingtheshiftanaturalmovetowardthisemergingindustrystandard.Asaresult,theorganizationwillsometimesbereferredtoasVisitEstesParkthroughoutthisdocument,butthetwonamesareessentiallyinterchangeable.Asthis2014OperatingPlanwilloutline,theVisitEstesParkBoardofDirectorsandstaffhaveagainmadesignificantprogressin2013,andweareplanningforcontinuedsuccessin2014.Asaresults-drivenorganization,VisitEstesPark’sstrategyledtosignificantaccomplishmentsin2013.Accomplishmentswillbediscussedinmoredetailthroughout,butamongthemostnotableare:1.DM0Accreditation:VisitEstesParkisawardedthehighlyprestigiousDM0accreditationfromDestinationMarketingAssociationInternational(DMAI)2.NewWebsite:Launchedapowerful,consumer-drivenVisitEstesPark.comwebsiteandmobilesiteresultinginsignificantgrowthandconsumerengagement3.NewAdvertisingCreative:Retainednewadvertisingagencywhobroughtourbrandtolifewithfreshnewadvertisingcreativebasedonbrandstrategylearnings4.Integratedbrandstrategycreativeandmessagingacrossalladvertisingandmarketingplatformsincludingprint,digital,socialandthenewVisitEstesPark.comwebsite5.BeganrolloutofPhaseFourofbrandstrategy‘DeliveringtheEstesPark’totheentirecommunity6.NewMediaAgency:Retainednewmediaplanningandbuyingagency.VisitEstesParkOrganizationalStructureOrganizationTheformationoftheLocalMarketingDistrictandthe2%lodgingtaxwereapprovedbyDistrictvotersinNovember2008andlodgingtaxcollectionswentintoeffectonJanuary1,2009.StaffingandoperationsbeganinJanuary2010.TheVisitEstesParkBoardfocusesdirectiondirectlytothePresident&CEOoftheVisitEstesParkstaff.AllVisitEstesParkBoarddirectionVisitEstesPark.2014OperatingPlanPage100 00willbefocusedthroughthePresident&CEO,otherthanordinaryinvolvementincommittees,inordertokeepreportingdirectandfocusedwithoutconfusion.Webelievethisisveryimportanttokeepindividualagendasfromgettinginvolvedinthedirectlineofreportinganddirectionthatcouldcauseconfusion.AnynecessarycommunicationanddirectiontobegiventothePresident&CEOduringperiodsbetweenBoardmeetingswillbehandledbytheVisitEstesParkChairwithafollow-upsummarytotheentireBoard.IntheabsenceorincapacitationoftheChair,thisresponsibilitywillbehandledbytheViceChair.TheLocalMarketingDistrict(LMD)ModelAccordingtoColoradoStateStatute,theLocalMarketingDistrictmayprovideanyofthefollowingserviceswithinthedistrict:Organization,promotion,marketing,andmanagementofpublicevents;Activitiesinsupportofbusinessrecruitment,management,anddevelopment;Coordinatingtourismpromotionactivities.(II)Norevenuecollectedfromthemarketingandpromotiontaxleviedundersection29-25-112maybeusedforanycapitalexpenditures,withtheexceptionoftouristinformationcenters.(f)Tohavethemanagement,control,andsupervisionofallthebusinessandaffairsofthedistrictandoftheoperationofdistrictservicestherein;(g)Toappointanadvisoryboardofownersofpropertywithintheboundariesofthedistrictandprovideforthedutiesandfunctionsthereot(h)Tohireemployeesorretainagents,engineers,consultonts,attorneys,andaccountants;(i)Toodoptandamendbylawsnotinconflictwiththeconstitutionandlawsofthestateorwiththeordinancesofthelocalgovernmentaffectedforcarryingonthebusiness,objectives,andaffairsoftheboardandofthedistrict;andQ)Toexerciseallrightsandpowersnecessaryorincidentaltoorimpliedfromthespecificpowersgrantedinthisarticle.Suchspecificpowersshallnotbeconsideredasalimitationuponanypowernecessaryorappropriatetocarryoutthepurposesandintentofthisarticle.VisitEstesParkBoardofDirectorsBillAlmond,Chair,YMCAoftheRockiesionNicholas,ViceChair,EstesValleyLibraryScottWebermeier,Secretary/Treasurer—NationalParkVillageLindsayLamson—RockyMountainResortsVisitEstesPark2014OperatingPlanPage2 LynetteLottChrisWood—McGregorMountainLodgeAdamShake-NeanderthalProductionsSocialMediaConsultingKathyPalmeriwasChairin2012throughAugustof2013.PalmeriresignedwhenshemovedtoLoveland,Colorado,outsideoftheDistrictasshewasnolongereligibletoserve.BillAlmondbecameChairatthattime,andJonNicholasbecameViceChair.ScottWebermeiercontinuesasTreasurer.InSeptember,AdamShakewasappointedtotheBoardtoreplacePalmeri.ThesevenmemberBoardisappointed,withfivemembersappointedbytheTownofEstesParkBoardofTrusteesandtwobyLarimerCountyBoardofCountyCommissioners.VisitEstesParkStaffPeggyCampbell—President&CEOSuzyBlackhurst—DirectorofOperations&FinanceBrookeBurnham—DirectorofPublicRelations&CommunicationsJaniceMason—GroupSales&ServicesManagerKirbyNelson—StakeholderRelations&CommunicationsManagerMikeOline—AdministrativeAssistantKellenSchaffer—DigitalCommunicationsManagerKeyPlayersVisitEstesParkBoardofDirectorsVisitEstesParkStaffTownofEstesParkGovernmentOfficialsTownofEstesParkStaffLarimerCountyOfficialsRockyMountainNationalParkLeadershipTourismBusinessPartnersCommunityStakeholdersVisitEstesParkMission,Vision,CoreValuesMission:AttractvisitorstotheDistrictthrougheffectiveandefficientmarketinginordertodriveyear-roundeconomicgrowth.Vision:Tobeayear-roundtourismandgroupdestinationthatsupportsourhealthymountaincommunitywithabalanceoffinancialsuccess,memorableexperiencesforvisitorsandqualityoflifeforourresidentsandemployees.CoreValues:Accountable,Ethical,Proactive,Respectful,Responsive,TransparentVisitEstesPark-2014OperatingPlanPage300 C(3Travel&TourismTourism:TheBasisoftheEstesParkEconomyIn2012,VisitEstesParkcommis5ionedthefirsteverstudytodefinetheimpactoftourismontheEstesParkeconomy.TheEconomic&FiscalimpactofTourismontheEstesParkEconomyresearchstudywasconductedbyTuckerHart-AdamsofSummitEconomics,locatedinColoradoSprings,Colorado.Thestudyfoundthat:•TourismisthebasisoftheEstesParkeconomy•EstesParkwelcomesover2millionvisitorsperyear•EstesPark’s2millionvisitorsspendabout$187millionperyearinthearea•TourismprovidesmorethanhalfthejobsinEstesPark•Tourismjobsresultin$46.7millioninearningseachyear•VisitorsprovidedtheTownofEstesParkabout54.1%ofitsrevenues,almost$18millionannually•ThetourismindustrysaveseachEstesParkresident$418annuallyinmunicipalcosts•TourismenhancesthequalityoflifeforeachresidentTravelTrendsAmericanenthusiasmtowardleisuretravelremainsstrong,accordingtoTheStateoftheAmericaTravelerstudyconductedbyDestinationAnalysts,Inc.andMilesMediainJuly2013.Thenationalstudyrevealedthattheproportionofleisuretravelersplanningtotravelmoreincreasedto30.2percent,upfrom27.5percentoverthesamepointoneyearago.Spendingexpectationsisalsoencouraging,with31.1percentexpectingtoincreasetheirleisuretravelspendinginthecomingyear.Improvementsintravelerfinancesandmoderategaspricescontinuetodrivethesepositiveresults.Theimprovedfinancialpositionsofleisuretravelersarealsoshowninthediminishinginterestintraveldealsanddiscounts.TheproportionofAmericanleisuretravelerswhoexpecttoactivelylookfortraveldealsanddiscountshasbeenindeclineoverthelastthreeyearsaslessthanhalfoftravelers(49.8%)weresoinclined.Incomparison,inJanuary2010,a63.1percentoftravelerssaidtheywouldactivelyseekoutdealsanddiscounts.Thereportexaminedthedifferencesintravelbehaviorsbetweenthreekeygenerations:Millennials(generallyborn1984-2002),GenerationX(generallyborn1965-1983)andBabyBoomers(generallyborn1946-1964).Thestudyfoundthat‘weareallhumanswithsimilarneedsandaspirations’andsothethreegenerationshadsomestrikingsimilarities.However,therearedistinctdifferencesthatdoexistbetweenthegenerations.NowherearetheseVisitEstesParkS2014OperatingPlanPage4 generationaldifferencesmorepronouncedthaninhowtheyplantheirtripsandthetechnologytheyusetodoso.Forexample:•Usedmobilephonetoplantravel:51.1%Millennials;35.9%GenerationX;19.2%BabyBoomers•Tookalaptoponaleisuretrip:52.1%Millennials;50.6%GenerationX;45.6%BabyBoomers•Usedsocialmediatocomplainaboutatravelexperience:14.8%Millennials;9.8%GenerationX;3.3%BabyBoomers•AccessedTwitterfortravelplanninginfo:19.2%Millennials;10.2%GenerationX;1.8%BabyBoomersMillennialsaremorelikelytotravelandtakemoreleisuretripsthantheiroldercounterpartsandtheyaremoreinterestedinurbandestinations.Boomersshowapronounceddesireforexploringandconnectingwiththegreatoutdoorsontheirleisuretrips.Datagatheredaboutgrowthmarketsrevealedthatbycomparingthepercentofleisuretravelersactuallyvisiting(inthepast3years)tothepercentexpectingtovisitinthenext3years,ameasureofadestination’slatentpotentialforgrowthemerges.EncouragingforEstesPark,Denver,ColoradoisamongthetopdomesticdestinationspoisedtocapturemoreMillennialsandGenerationX’ersinthenextthreeyears.DenverdidnotmakethecutforBabyBoomers.It’sclearthatU.S.travelersoverallareusingacomplexrangeofmediaanddiversesourcesoftravelinformation.Morethanhalfusesocialmediaand/orusergeneratedcontent.About40%useamobilephonetoplantheirtravel.Around44%useprintpublicationofsometype—illustratingcontinuedstrengthinprintuse.About34%useDM0websitesand15%useDM0printpublications.ThePowerofTravel&TourismPromotion*Wiseandstrategicinvestment5intravelandtourismpromotionfeedavirtuouscycleofeconomicbenefits.Travelpromotionprogramsspurinterestinvisitingdestinationsamongpotentialtravelers.Strongertravelinterestgeneratesmorevisitors.Additionalvisitorsspendmoreatlocalattractions,lodgingproperties,restaurants,retailstoresandotherbusinesses.GreatertravelspendingsupportsmorelocaljobsandgeneratesadditionaltaxrevenueforstateandlocalgovernmentsTherearemanycasestudiesthatclearlydemonstratethatinvestmentsintravelpromotionpayforthemselvesmanytimesover.Duringtheongoingeconomicrecovery,thetravelindustryhasemergedasakeydriverofU.S.economicgrowth.Thedataclearlydemonstratethattravelhasamajoreconomicimpactatthenational,state,andlocallevel.VisitEstesPark-2014OperatingPlanPage500 00Wiseinvestmentsintravelpromotionprogramsfeedsthecycleofeconomicbenefits—growingthenumberoftravelersboostsspendingatcommunitybusinesses,whichsupportsmorejobsandincreasestaxrevenue.Dataandcasestudiesyieldseveralclearlessonsforstateandlocalgovernmentleaders:•Travelisavitalcontributortowardlocalcommunities.Travelspendingnotonlysustainslocaljobsandbusinesses;italsorepresentsacriticalsourceoftaxrevenueforfundinglocalservicessuchasstreetsandpoliceprotection.Additionally,itcreatesanappealingenvironmenttorecruitevenmoretravelandnon-travelrelatedbusinesses.•Investmentintravelpromotioniscrucialtomaintainingmarketshare.Reducinginvestmentintourismpromotionresultsinfewervisitors,lesstravelspendingandlowertaxrevenue.ThisunderscorestheimportanceofprotectingandgrowingthefundingsourceforVisitEstesPark.•Enhancedtravel-relatedofferingsproducedividendsfordestinations.Destinationswithstrongertravelassetsandmoredevelopedproductofferingsimprovethequalityoflifeforlocalresidents,attractnewbusinessesandskilledemployees,andincreasetheappealtopotentialvisitors.*Source:U.S.TravelAssociation—ThePowerofTravelPromotion2013OperatingHighlightsInJuly2013,VisitEstesParkwasawardedprestigiousaccreditationdesignationfromDMAI(DestinationMarketingAssociationInternational),theglobaltradeassociationforofficialdestinationmarketingorganizations.AchievingaccreditationthroughDMAI’sDestinationMarketingAccreditationProgram(DMAP),thisaccomplishmentputsVisitEstesParkinelitecompany,joiningjusttwootherColoradodestinationmarketingorganizationsthatachievedthisdistinction:VisitDenverandtheColoradoSpringsCVB.“ByapplyingforandreceivingDMAPaccreditation,VisitEstesParkhasdemonstratedacommitmenttoqualityprogramsandservices,”saidShellyGreen,DMAPBoardChair.“EarningDMAPaccreditationtellsthecommunityandpotentialgueststhatyourDM0hasattainedameasureofexcellenceassuringthattheirtrustiswellplacedandtheirbusinessingoodhands.”“CongratulationstoVisitEstesPark,”saidRichardScharf,President&CEOofVisitDenver.“Thisrecognitionisjustanotherwayofillustratingtheirprofessionalism,effectivenessandsignificancetotheEstesParkCommunityandeconomy.”visitEstesPark-2014OperatingPlanPage6 Toachievethisdistinction,VisitEstesParkwasrequiredtodocumentitspracticesandpoliciesin15keyareasassociatedwithdestinationmarketing:Governance,Finance,HumanResources,Technology,Marketing,VisitorServices,GroupServices,Sales,Communications,Membership,ManagementandFacilities,BrandManagement,DestinationDevelopment,ResearchandStakeholderRelationships.Morethan75specificdocumentswereprovidedinthecourseofanswering155questions,includingitemssuchasthebudgetshowingtheaccepteduseofaccountnumbers,theemployeehandbook,insurancepolicies,themarketingplan,amediakit,thedestinationbrandassessment,economicimpactstudies,andmore.WhenVisitEstesParksubmitteditsapplicationinlateMarch,only137otherDMOsintheworldhadachievedthestatus.ThedesignationwasawardedduringtheWashington,DCbasedDestinationMarketingAssociationInternational(DMAI)organization’sannualconventioninOrlando,Florida.In2012,VisitEstesParkbecameanindependentDestinationMarketingOrganization.Duetoofficespacelimitations,wemovedourofficesfromtheEstesParkVisitorCenterto1200GravesAve.Withthemovecameanewaddress,newphonenumber,newemailaddresses,andindependentITinfrastructure.Inaddition,wecreatedandimplementedourownEmployeeHandbook/HRpoliciesandourownseparatePERA(PublicEmployeesRetirementAccount)andpayrollprocessingservice.InSeptember2012,anIGAbetweentheLMDandLarimerCountywasdeveloped.The‘AgreementforDistributionofPaymentBetweenLarimerCounty,ColoradoandEstesParkLocalMarketingDistrict’willresultinpaymentsbytheCountytotheDistrict.TheCountyagreedtopaytheEstesParkLMDtwopercent(2.0%)ofallcampingandcabinrentalfeesandchargescollectedfromaccommodationusersofLarimerCounty’sHermitParkOpenSpace.VisitEstesParkverymuchappreciatesourpartnershipwithLarimerCounty.In2013VisitEstesParkfollowedtheTownofEstesPark’sleadinchoosingCliftonLarsonAllen,LLC.toconducttheLocalMarketingDistrict’sannualfinancialaudit.CliftonLarsonAllen,LLC.includedtheVisitEstesParkfinancialsasanintegralpartoftheTown’sCAFR(certifiedannualfinancialreview).InJune,thecompanyinformedVisitEstesPark’sPresident&CEO,Operations&FinanceDirectorandaccountant,thatVisitEstesParkreceivedacleanaudit.BeginninginearlyJune,theOperations&FinanceDirectorbeganworkingcloselywithouraccountanttocreateongoingcashflowprojectionsthrough2013.HavingthedocumentbridgesthegapbetweenbudgetprojectionsandquarterlyreceiptsofsalestaxdisbursementsthroughtheColoradoDepartmentofRevenue.InMay2013,theanalysisof2%lodgingtaxcollectionswastransferredfromVisitEstesParkTreasurertostaff,DirectorofOperations&Finance.VisitEstesPark-2014OperatingPlanPage700 00In2013,weproducedthe2012VisitEstesParkAnnualReportwhichwasredesignedtoincludenewphotography,anewformat,newcreativelookandfeelandrelevantcontentforourstakeholders.OnDecember31,2012long-timeveteranAdvertisingManagerPeterMarshretiredfromVisitEstesPark.Peter,arespectedadvertisingprofessional,valiantlyfoughtcancerforsevenyears.WecontinuetobesaddenedbyhisdeathinJanuary2013.AnewhirewasapprovedbytheVisitEstesParkBoardofDirectors,andasaresult,anewemployeewasaddedtostaffinJuly.KellenSchaffer,DigitalCommunicationsManager,beganonJuly22,2013,bringingthetotalnumberofemployeesbacktoseven.ThePresident&CEOcontinuestoreportdirectlytotheVisitEstesParkBoardanddirectsthestaff.TheVisitEstesParkBoardofDirectorsandstaffcontinuetobenefitfromagreatworkingpartnershipwiththeTownofEstesPark,LarimerCountyandRockyMountainNationalPark.2013MarketingHighlightsOverviewIn2013,VisitEstesParkcompletedthelastofthemajorstrategicmarketingprojectsidentifiedascriticaltothesuccessofthenewlyformedLocalMarketingDistrict,nowdoingbusinessasVisitEstesPark.MarketingConsultant,ScottHannahofHannahMarketing,hiredbytheLocalMarketingDistrictBoardofDirectorsin2009,waschargedwithaBrandandMarketingAssessmentofwhatwasthentheEstesParkConvention&VisitorsBureau.Fromthis,Hannahcreatedthe2010StrategicMarketingPlan,amarketingroadmapfortheLMDandthefoundationonwhichVisitEstesParkhasbeenoperating.ThesestrategicDestinationMarketingOrganization(DM0)marketingprojectsaremajorundertakingswhichcanoccuronceevery5-10years.Theyrequiresignificantfunding,humanresources,retainingexpertsinthefield,andfocus.Thesemajorachievementsincludeayear-roundvisitorstudy(completedin2011),destinationbrandstrategy(completedin2012),newmarketingcreativeandmessaging(completedin2013),anewwebsite/mobilesite(completedin2013),andaCustomerRelationshipManagementsystem(completedin2013).WhilenotspecificallydefinedbyHannah,in2013,VisitEstesParkalsoearnedDMAI(DestinationMarketingAssociationInternational)DM0accreditation,whichisineffectforfourVisitEstesPark-2014OperatingPlanPage8 years.Atthesametime,weachievedsuccessinotherareasofon-goingmarketingefforts,includingadvertising,mediaplanning/buying,publicrelations,socialmedia,andothers.Itshouldbenotedthatlike2012,the2013summerseasonagainstartedwithcatastrophicwildfiresinColoradoandthewest,andagaingarneredmuchunwantednationalmediaattention.TheBlackForestfire,nearColoradoSprings,beganonJune11,2013.Theevacuationareacovered94,000acres,13,000homesand38,000people.Thefirewas100percentcontainedonJune20,2013,but14,280acreshadburned,atleast509homesweredestroyed,andtwopeoplehaddied.Thiswasthemostdestructivefireinthestate’shistory,surpassingthe2012WaldoCanyonFirewhichalsobegannearColoradoSprings.TheColoradowildfiresaffectedtourism,invaryingdegreesthroughoutthestate,assafetyisthenumberoneconcernforconsumerswhenmakingtravelplans.Fortunately,summerinColoradocontinuedwiththemoretypicalmonsoonweather,resultinginrainfall,whichwhiletherewerewildfireslaterinthesummerinColorado,thefiredangerwassignificantlyreducedfortheremainingpartofthesummer.LaunchedNewVisitEstesPark,cornWebsiteAplannedandpurposefulmulti-yearstrategy,thecompletionofseveralmajorstrategicinitiativesgaveusthefoundationonwhichtodesign,developandlaunchapowerful,creative,featurerichwebsiteinJune2013.Completedstrategicprojectsthatwerecriticaltodevelopingandimplementingthenewwebsiteincludedtheyear-roundvisitorstudy(2010-2011),thenationalconsumerbrandawareness/perceptionstudy(2011),thedestinationbrandstrategyinitiativephases1,2and3(2011-2012),andnewmarketingcreativeandmessagingbasedonbrandstrategylearnings(2013).Theresultisanewwebsitethatelevatestheon-lineEstesParkexperienceandprovidesconsumersthetraveltoolstheyhavecometoexpect.AnRFP(RequestforProposal)processbeganwithassemblingastakeholderwebsiteselectioncommitteetoguideVisitEstesParkthroughouttheprocess.Theteamdefinedwebsiterequirements,performedresearchtodeterminequalifiedDM0websiteproviders,studiedeachproposal,interviewedfinalcandidates,andultimately,unanimously,chosetheVisitEstesParkwebsitepartner.ThisprocessresultedintheteamchoosingSimpleviewInc.,locatedinTucsonArizona.Simpleviewistheleaderindestinationmarketingsolutions,providingproductsandservicestomorethan200DestinationMarketingOrganizations.Simpleviewwasthefirstcompanytocreateaweb-basedCustomerRelationshipManagement(CRM)systemtailoredtoDMOs.SimpleviewwasalsothefirsttointegrateCRMsystemswithweb-basedContentManagementSystems(CMS),givingDMO’stheabilitytomaintainthewebsitesthataredesignedandbuiltbySimpleview.VisitEstesPark-2014OperatingPlanPage900 00Amajorundertakingforthefirsthalfof2013,thenewVisitEstesParkwebsitewaslaunchedonJune5thAswillbediscus5edlaterinthisdocument,newadvertisingcreativebasedonbrandstrategywenttomarketearlysummer.Asexpected,thenewcreativedroveconsumerstothewebsite,resultinginastreamlinedandconsistentmessage.Thewebsiteisacreativeandfeaturerich,utilizingthelatesttechnologyanddestinationmarketingbestpractices.Thegoalofthewebsiteistoimproveinternalefficiencies,providerealvaluetoourstakeholders,reflecttheEstesParkbrandpromise,delighttheconsumerplanningtheirtrip,effectivelycompetewithanyotherdestinationwebsite,andincreasevisitorconversion.Thewebsitewasdevelopedwiththeconsumerinmind,givingthemthefeaturestheyhavecometoexpectfromatravelwebsite.Newwebsitefunctionalityincludes:•Lodgingon-lineBookDirectfeatureintegrationwithJackRabbitsystems•MobilewebsitewhichalsoincludestheJackRabbitLodgingBookDirectfeature(morethan50%ofAmericansnowownasmartphone)•Tabletenabled•LanguageTranslationwhichallowsvirtuallyanywebuserintheworldtousethesite•Advancedsearchfeaturewhereconsumerscanviewresultsbasedontheirindividualpreferences,e.g.,petfriendly,hottub,freeWi-Fi,etc.•Tripbuilderallowstheusertocreateandemailtotheirfriendsandfamilytheirvacationitinerarybasedontheirspecificinterests•Socialmediaintegration•Googlemapsintegration•TripAdvisorintegration•Enhancedadvertisingopportunitiesforstakeholderbusinessestobeshowcased•Dynamiccontentoptions,e.g.homepagemegawidget,VisitEstesParkblogintegration,mediagallery,etc.•IntegratedSEO(SearchEngineOptimization)•VisitEstesParkDM0public‘Partners’sectionincludesinformationaboutVisitEstesParkboardmeetings,staffcontactinfo,DM0marketingprograms,researchandreports,andmore.•Stakeholderextranetallowsstakeholders,viaapasswordprotectedsectionofthewebsite,toupdatetheirlistings,contactinformation,photos,socialmediachannels,submitcommunicationtoVisitEstesParkstaffmembers,readimportantbulletinsandmessagespostedbyVisitEstesParkstaff,andmore.VisitEstesPark-2014OperatingPlanPage10 BookoirectiackRabbitIntegrationIncludedinthewebsitelaunchonJune5thistheJackRabbiton-lineBookDirectlodgingsearchfeature.Potentialguestsenterdatestheymaywanttotravel,alongwithpreferencessuchaspetfriendly,hottub,onthewater,etc.JackRabbitSystemsautomaticallypullsdatafromstakeholderbookingengines,displaysthosepropertieswhichhaveavailabilitywithrates,photos,description,amenities,etc.TheJackRabbitBookDirectfeatureisalsointegratedwithVisitEstesPark’sFacebookpage,onFacebook.com/EstesPark.Thisfeatureisavailableatnochargetolodgingproperties.Ifalodgingpropertydoesnothaveabookingengine,thepropertystilldisplays,butinsteadofdisplayingrates,a‘CallforAvailability’messagewithphonenumberislisted.JackRabbitSystemslodgingon-lineBookDirectfeaturewasimplementedwiththenewwebsitewiththegoalofdrivinghigherlodgingrevenuetotheEstesParkmarket.Researchshowsthatconsumersdemandsearchefficiency.Infact,themostimportanttravelwebsitefeaturescitedbyconsumersis,#1,theabilitytoimmediatelycheckrates(84%),and#2,easytousebookingfeature(74%)Source:YPartnership/HarrisonGroup2011PortraitofAmericanTravelers.JackRabbitSystems,whichfirstlaunchedin2007workswithabout225DMO’s,includingtheStateofColorado,ColoradoHotel&LodgingAssociationand15otherDMOsinColorado,makingJackRabbitthemostwidelyusedbookingsolutionbyDMO’sinNorthAmerica.VisitEstesParkchosetheBookDirectsolutionbecauseunlikeOTA’s(OnlineTravelAgencies),suchasTravelocity,Expedia,PricelineandOrbitz,JackRabbit’sBookDirectsolution:1)istheonlysolutiondedicatedtodrivingbookingreservationsdirectlytothelodgingpropertywebsite,2)thereisnocosttoourstakeholders,3)doesnotrequirelodgingpropertiestomanageseparateinventory,4)therearenoadditional‘middleman’feesincurredbyourstakeholders,5)resultsinabetterguestexperienceastheguesthasadirectrelationshipwiththelodgingproperty,6)evenifapropertydoesnothaveanon-linebookingengine,theycanstillparticipateandbelisted,7)includesFacebookandmobileintegrationforDMO’s,8)driveshighqualityleadsdirectlytoourlodgingpartnershelpingtoincreaseandrealizemorebookingsforourstakeholdersfromVisitEstesPark.com,and9)iscosteffective.WebsiteChangefromEstesParkCVB.comtoVisitEstesPark.comThewebsiteURLwaschangedfromEstesParkCVB.comtoVisitEstesPark.comtoalignwithwebsitenameusedonouradvertisingandmarketing,andalsoasacalltoactiontoinspireconsumersto‘visitEstesPark’.Launchinganewdomainischallengeevenforthemostestablishedonlinebrands.Whenanorganizationchangesitsnameandappearance,consumersmustgothroughaprocessofrecognizingthenewnameandvisitEstesPark-2014OperatingPlanPage1100 00navigatingtothenewdomain.ThischallengeiscompoundedwiththetechnicalprocessofreintroducingthenewdomainnameandURLstothesearchengines.Inanefforttoprotecttheolddomain’sstreamoftraffic,274pageredirectswereinstalledonthenewsite.Thepagesweremappedandmatcheduptomaintainaconsistentuserexperience.MetadatawasinstalledonthesiteinaccordancewithSEQbestpracticestoinsureaccuratepageindexing.Also,WebmasterToolsforGoogleandBingwereinstalledandmonitored.Anyreportedservererrorswerequicklycorrected.AlloftheseactivitieshelpedtoinsureasuccessfulsitelaunchandallowedVisitEstesPark.comtopromptlyoutrankEstesParkCVB.com.DestinationTravelNetworkPartnershipThenewVisitEstesPark.comwebsitealsoallowsincreasedandenhancedadvertisingopportunitiesforstakeholderstoshowcasetheirbusiness.Theadditionofpagesponsorships,bannerads,textlinks,listingswithadditionalfeatures,andmobileadvertising,allgiveVisitEstesParkstakeholdersbetteropportunitiesforbrandawarenessandvisitorconversiononthesite.Thesedynamicnewoptionsarebeingoffered,created,managed,andservicedbyDestinationTravelNetwork(DTN),adivisionofsimpleview.DTNworksalongsideVisitEstesParktoprovideexceptionalserviceforstakeholdersthroughouttheprocessofelecting,implementing,andanalyzingtheironlineadvertisingprograms,includingcreativeservices(customaddesign),andcustomanalyticsreportssothatstakeholderscangarnerthemostaccurateandcompletepictureofthebenefitsofadvertisingonVisitEstesPark.com.Thesevalue-addedbenefitsprovideanelevatedandenhancedexperienceforstakeholders,sothattheycanbetterandmoreeffectivelyunderstandthereturnontheirmarketinginvestmentswithVisitEstesPark.PartneringwithDTNalsogivesstakeholdersadditionalflexibilitywithcustomizedprogramsandbillingoptions,andallowsVisitEstesParkstafftospendtimeandattentiononcultivatingrelationshipswithstakeholders,aswellasstrategicstakeholdercommunicationplanning.WebsitePerformanceInthe14weekssincelaunch(June6,2013throughSeptember5,2013)—VisitEstesPark.comhasexperiencedagrowthintrafficvolumeandsignificantimprovementinuserengagement,asreflectedinGoogleAnalyticsreporting.Sincelaunch,VisitEstesPark.comhasbeenvisitedby276,755people,i.e.,21,859morepeoplehavevisitedthesiteascomparedtothesametimeframein2012.ThenewdesignfeaturesanSEo4riendlynavigationstructurethatimprovestheuserexperience.Notonlyaremorepeoplevisitingthesite,theyarealsomoreengagedwiththesite’scontent.visitEstesPark-2014OperatingPlanPage12 Improvementstositeengagementinclude:•8%increaseinpageviews—Moreindividualpagesoverallarebeingviewed•5%increaseinpagespervisit—Visitorsareviewingmorepagesduringtheirvisit•76%increaseinduration—Visitorsareonthesiteover2minuteslonger•14%increaseinnewvisitors—Morefirsttimevisitorstothesite•23%improvementinbouncerate—Morevisitorsareviewingtwoormorepages•1121averageperdaylodgingBookDirectclick-throughstolodgingwebsite/bookingengineMobileandTablettraffictom.VisitEstesPark.comhasalsoincreasedinthe14weekssincelaunch.Auserexperienceoptimizedformobiledeviceshasimprovedthebouncerateby18%.Thismeansmorepeoplearestayingengagedwiththeoptimizedversionofthesite.Otherimprovementstomobileanalyticsinclude:•8%increaseinvisits—Morepeoplevisiting2ormorepagesofthemobilesite•23%increaseinpageviews—Moreindividualpagesoverallarebeingviewed•14%increaseinpagespervisit—Eachvisitortothemobilesiteviewsmorepagesduringhisorhervisit•87%increaseinduration—Visitorsareonthesiteover2minuteslongerthanwhenviewingthemainsiteonamobiledevice.LaunchedNewCRMSystemVisitEstesParkimplementedSimpleviewCRM(CustomerRelationshipManagement)System,whichisintegratedwiththenewwebsite.TheCRMisasingle,integratedweb-basedsystemthatreplacedouroldlegacydatabasesandaccompanyingtechnologies.Amassivedataconversioneffort,yearsofdatacollectedfromoldlegacydatabaseswasanalyzed,cleansed,tested,andsuccessfullyconvertedtoSimpleviewCRM.Transformingourbusiness,significantprocessimprovementsarerealizedinStakeholderPartnerships,PublicRelations,andGroupSales&Services.TheSimpleviewCRM,createdspecificallyfordestinationmarketingorganizations,allowsVisitEstesParktocentralizedataandasaresult,workmorecohesivelyacrossallspectrumsoftheDM0.StakeholderRelations&CommunicationsTheSimpleviewCRMincludesaspecificsectionforstakeholderuse,calledtheextranet.Theextranetallowsstakeholderstologintoapasswordprotectedareatoviewtheiraccountandcontactinformation;editandupdatelistings,photos,specials,socialmediachannels;viewanalyticsinformationaboutwebsitelistings;respondtomediarequestsorgroupleadinformation;submitcommunication(emails)toVisitEstesParkstaffmembers;readVisitEstesPark-2014OperatingPlanPage1300 00informativebulletinspostedbyVisitEstesPark;submitdatasuchasoccupancyinformationtoVisitEstesPark;andmore.Inshort,stakeholdersareabletohaveoneplaceaccessiblethoughtheVisitEstesPark.comwebsite,wherestakeholderscanseeboththeopportunitiesandtheresult5oftheirpartnershipwithVisitEstesPark.Inaddition,theSimpleviewCRMhasallowedstakeholderrelationsandcommunicationstobemoreeffectivelyintegratedacrossVisitEstesPark’soperations.Becauseallstakeholderinformationisnowhousedinonesystem,includingaccountinformation,contacts,websitelistings,communicationlogs,leadresponses,etc.,documentingbusinesschanges,listingupdates,sitevisits,andmoreisanowastreamlinedandefficientprocess.TheSimpleviewCRMalsoallowsallstaffmemberstoeffectivelyreviewotherfacetsofstakeholderengagement,includingresponsivenesstogroupleads,participationinmediagroups,andmore.TheSimpleviewCRMprovidesconsistentopportunitiestoenhancethepartnershipsbetweenVisitEstesParkandourstakeholders.ByhousingDM0datainonearea,andbeingabletoanalyzeandreviewthatdatathroughcustomizedreporting,VisitEstesParkisabletogetabetter‘bigpicture’ideaofhowstakeholdersengagewithandbenefitfromtheDM0.PublicRelationsTheCRMsystemallowsforeasierandmorein-depthtrackingofmediarelations.Thisincludestrackingofmediahits,pressvisitsandpressrelationshipmanagement.ArticlescanbeenteredintotheCRMandtaggedtostakeholderaccounts.Similarly,whenmediarepresentativesvisitEstesParkweareabletocompiletheexperiencestheyhadintheCRMandlinkthoseexperiencestotheassociatedstakeholderaccount.Alloftheseentries,articles,andvisitsarealsolinkedtothejournalistandpublicationaccountssothatwecaneasilytrackhowproductiveaparticularvisit,journalist,orpublicationhasbeenforEstesPark’smediaexposure.CommunicationsarealsotrackedintheCRM,makingiteasytoreportonandkeepupwithmediaconnectionsandrelationships.Stakeholderbenefits,suchasmediatourparticipationand/orarticlementions,arealsotrackedintheCRMandwillbedisplayedintheextranet,soboththestakeholderandVisitEstesParkcansee,ataglance,theimpactofourmediaefforts.Byhavingasinglesystemwherebywetrackcommunicationswithmediaandwithstakeholders,theVisitEstesParkteamisabletokeepuptodateonconnectionsandcommunicationsmadewitheachstakeholder.Thisvastlyimprovestheefficiencyofourstakeholderrelationsandenablesustobemoreinformedonhoweachrelationshipisdeveloping.GroupSales&ServicesFeaturesnowavailablewithintheVisitEstesParkCRMhavegreatlyimprovedreportingforthegroupsalesbusiness.Severalreports,includingleadssenttostakeholdersandleadspending,VisitEstesPark-2014OperatingPlanPage14 arenowavailableinreal-timeintheCRM.ThisallowsVisitEstesParktomoreeffectivelymonitorleadstatusinformationforeachindividualstakeholder.Thecommunicationsfeaturemakesitpossibletotrackwhentheleadwassent,whichstakeholderreceivedthelead,andcontinuetocommunicatewiththosestakeholdersasadditionalrequestsaremadebythegroupguest.ThistrackingthroughtheCRMcommunicationfeaturecreatesaclearerpictureofthestepstakenbyVisitEstesParktoassistthestakeholderinbookingthegroup.Thisenhancedlevelofcommunicationalsoextendstotheextranet,inwhichstakeholdersarenowabletotracktheirleadsfromVisitEstesPark.ByrespondingtoleadsviatheVisitEstesParkextranet,astakeholderprovidesinformationtotheVisitEstesParkGroupSalesandServicesManagerwhichcanthenbeusedtobetterassisttheguest.ThecollaborationbetweenVisitEstesParkandthebusinessstakeholderincreasesthepotentialforgroupbusinessconversion.Inaddition,responsedataenteredbystakeholdersbuildsamoreaccuraterecordforeachleadandallowsVisitEstesParktosupplystakeholderswithmoredefinitiveresults.AllowingincreasedopportunitiesforVisitEstesParkandourstakeholders’groupsalesmanagerstoshareinformation,andhousingthisinformationinoneplace,resultsinabetterpictureofhowVisitEstesParkprovidesvaluetoourstakeholders.ItalsogivesVisitEstesParkamorerealisticpictureofhowourgroupmarketbusinessisbeingcaptured,leadingtomoreeffectiveandefficientdestination-widegroupsalesandservicesefforts.AdvertisingIn2013,VisitEstesParkchangedadvertisingcreativeandmediaplanningpartners.For2½years,VisitEstesParkworkedwithadvertisingagencyHillAevium,locatedinEdwards,Colorado.HillAeviumwasinstrumentaltakingourmarketingandadvertisingtothenextlevel.Withourbrandstrategyassessment,promise,andblueprintphasescompletedin2012,VisitEstesParkdecidedtosolicitinformationandproposalsfromsomeofthebestagenciesinColorado,includingHillAevium,tobringournewlydefinedbrandplatformtolife.Wealsowantedafreshperspectiveonmediaplanningandbuying.AnRFP(RequestforProposal)processbeganwithassemblingastakeholderadvertisingagencyselectioncommitteetoguideVisitEstesParkthroughouttheprocess.Theteamoutlinedourneedsfornewadvertisingcreative,brandalignment,andmediaplacements.Inaddition,theteamidentifiedqualifiedadvertisingagencies,studiedeachproposal,interviewedfinalcandidates,andchoseadvertisingpartner.Throughthisprocess,theteamunanimouslychoseBackboneMedia,locatedinCarbondale,Coloradotomanageourmediaplanningandbuying.WealsochoseCultivatorAdvertising&Design,locatedinDenver,Colorado,todevelopandproducenewadvertisingcreative.BackboneandCultivatorsubmittedajointproposalandworkingwithbothfirmshasproventobeveryeffectiveandefficient.visitEstesParkS2014OperatingPlanPage1500 00Specializinginmountainlifestylebrands,Backboneblendstrendanalysis,andresearchtomaximizeouradvertisinginvestments.Backbone,workingdailywithVisitEstesPark,executesourmediaplan,reviewsnewopportunities,brainstormsideas,andnegotiatesadvertisingcontracts.WorkingwithBackboneMedia,wehavemodifiedourmediastrategytoplacemoreemphasisondigitaladvertising.Afterreviewingseveralcampaignconcepts,VisitEstesParkchoseCultivator’sWhereWildMeetsLifecreativeplatform.The‘WhereWildMeetsLife’themeline,developedbyMMCVGlobalaspartoftheBrandBluePrintbrandstrategyphase,wasthefirstchoiceoftheVisitEstesParkBrandTeam.WildlifewasdefinedasoneofthemostuniqueanddistinctiveexperiencesoftheEstesParkbrand.TheWhereWildMeetsLifecampaignintroducestheEstesParkWelcomingCommittee,acrewofEstesPark’smosthospitableresidents,ourwildlifespokesanimals,whooffertipsonhowtomakethemostofyourEstesParkvacation.Thiscampaignplaysupthebreadthofouryear-roundactivities,whilecreatingafun,authentic,emotionalconnectionwithourguests.AdvertisingCampaignObjectives•BuildawarenessforEstesParkastheidealRockyMountaindestination•EncourageovernightstaysinEstesPark•Establishanemotionalconnectionwithguests•Driveawareness,attendanceandlodgingsurroundingkeyevents•PositionEstesParkasauniquegetaway•Conveydiversityofoutdooradventure•IncreaseperceptionofEstesParkasayear-rounddestinationAdvertisingStrategy•Raiseawareness,increasecompetitive5hareofvoiceandbuildrelevancy•Maintainnationalandregionalmediamix•Rightmessageandtherighttime—creativeshouldmatchthemediaenvironment•Highlytargetedadvertisingplacements,optimizingforreachandfrequency•Reachnewcustomersbyadvertisinginnewplaces(targetlocationbasedonregionaltargetaudienceanalysis)•High-impactcreativesizes(fullpages,dynamicdigital)MediaObjectives•SpeaktotheappropriatetargetaudiencebasedonoverallmarketinggoalsandbudgetVisitEstesPark-2014OperatingPlanPage16 •Targettheleisuremarket,includingfamilies,empty-nestersandadventurists•IdentifybestmediaplacementsandexecutionsforcommunicatingEstesParkmessagingtothetargetaudience•Developthoroughmediaplanthatdeliversbestmixofreachandfrequency•OptimizemediaplantowardsadvertisingobjectivesMediaTactics•Takeadata-drivenapproach•Beverytargeted•Featurebeautifulandinspiring,full-pageprintadsinrelevantbooksanddigitalsites•TargetpeoplewhohaveshowninterestinEstesPark•Ensuremediaisworkingatthemostrelevanttimes•Migratedollarstomoreonlinetoimproveefficiency,tracking,andprecisetargeting•Putlearningplaninplaceforcontinuedoptimizationandimprovement•Testdigitalwithfindingsfrompixelplacementalongwithview-throughandclick-throughconversionreporting—continuallyoptimize•Drivetraffictothenewwebsite•Bethoughtfulincreativedirectionandusetheappropriatecall-to-actionineachandeveryapplicationtodriveresults•Continuetotestback-of-bookplacementsCreativeAssetsVisitEstesParkcontinuestoexpandourcollectionofcreativeassetsforuseinpaid,earned,andownedmedia.In2013wehavedonethiswithassistancefromourcreativeagency,Cultivator,todevelopaseriesof‘hero’shotscreatedbyAllenKennedyforuseinthenewWhereWildMeetsLifecampaign.ToexpandthephotolibraryforuseintheVisitorGuide,aswellasonline,wehaveplannedaphotoshootatlocalstakeholderestablishments.WearecurrentlydevelopinglegalpaperworkthatwouldallowustoworkwithlocalphotographersandstakeholdertoutilizetheirassetsforEstesParkmarketingpurposes.PublicRelationsThusfar,2013hasbeenaveryproductiveyearinearningpublicityandmediainterestfortheEstesParkdestinationsandourstakeholders,surpassingour2012YTDperformanceexponentially.WecontinuetoworkwithTurnerPublicRelations,withofficesinDenverandNewYork,toexpandourmediarelationships,increaseawarenessofEstesPark,andgarnerattentionfromthemedia.Themedialandscapecontinuestoshiftastheneedfornewandinterestingcontentgrows,printmediumsstruggletoredefinethemselvesandwritersareVisitEstesPark-2014OperatingPlanPage1700 C)Cincreasinglyindependent.EstesParkhasdevelopedsuccessfulstrategiestocontinueexpandingourrelevancetowritersandeditorsasthesechangesaretakingplace,resultinginasteadygrowthinconsumerreach.Withlimitedfunding,relativetoourcompetition,VisitEstesParkdependsheavilyonearnedmedia,orpressexposure,tosupplementournational,regionalandlocaladvertisingcampaign.ForthisreasonitisimperativethatwecontinuetogarnernationalandregionalattentiontoincreaseawarenessoftheEstesParkdestinationbrand,aswellastostaytopofmindinthelocalandstatewidemarkets.Asofthiswriting,wehavereachedalmost225Millionpeople(up156%over2Ol2)throughourmediaoutreachwitharticlesrunninginavarietyofmediumsfromlocaltointernational,newsprinttodigital.Presscoverageisoftenmeasuredbyadequivalency,thepricewewouldpayforadvertisingofthesamesizeineachpublication.Occasionally,businesseswillputamultiplieronthatvaluetorepresenttheaddedvalueoftheinformationcomingfromthepublication,ratherthanthroughapaidad,howeverVisitEstesParkdoesnotusemultipliers.Inthefirst7monthsof2013ouradequivalency(AE)isat$4.6M(a347%increaseover2012),essentiallyincreasingouroverallbrandexposurebythatamountofadvertising.NotableStoriesInclude:•“WelcometotheHotelParanormal”inUSAToday,resultofa2012mediavisit15Mviewers;$141KAE;4pick-uparticles•“9hotelsthatHaveStarredinMovies”onCNN.com-16.5Mviewers;$1.6MAE;20pick-upstories•“World’sMostFamous&InfamousHotelRooms”onMSN.com-5S.7Mviewers;$543KAE•“Wiking,YogAqua,Inn-to-InnHikingand5MoreWaystoGetinShape”onABCNews.com-11.4Mviewers;$105KAE;JustLuxe.com-1.97Mviewers;$1SKAE;&HuffingtonPost.com-9.1Mviewers;$491KAE.AllresultsfromtheNewYorkdesk-sidetourinJanuary2013•“BestNationalParksforFamilies”inFamilyCircle-4.1Mreaders;$38KAE•“CelebrateNationalGetOutdoorsDayinEstesPark”onExaminer.com,aresultofa2012mediavisit-8Mviewers;$80KAE•“FamilyWeekendGetawayinRMNP”onFodors.com-405Kviewers;$4KAE•“GirlfriendGetawaytoEstesPark”photogalleryonExaminer.com,aresultofa2012mediavisit-SMviewers;516KAE•“The50BestNewhoneymoonSpotsfor2013!”onTheKnot.com-1SSMviewers;518KAE•“RooftopRodeoinEstesPark”onExaminer.com-SMviewers;516KAEVisitEstesPark-2014OperatingPlanPage18 TravelWriterFAM(FamiliarizationTour)ProgramHighlights•Didadesk-sideFAMtriptoNewYorkinJanuarytomeetwithprominentoutdoors,athletic,familyandtravelwritersandeditors.•HostedagroupFAMinFebruaryfocusedonwinterandspringactivitiesinEstesPark•HostingagroupFAMinSeptemberinconjunctionwithFortCollinsCVBandGrandCountyTourism/GrandLake•YTDhavehosted12domesticand8internationalFAMtoursandmediavisits—another4areintheplanningstages.•Arrangingforaregionaldesk-sideFAMtourinDenverinthefall.SocialMediaSocialMediaincludesmultipledigitalchannelswhereindividualsinteractinavirtual,butsocialway.Thesechannelsalsoprovideopportunitiesforbrandandorganizations,suchasVisitEstesPark,todirectlyinteractwithguestsandpotentialguests.Theseconversationscantakeplaceinrealtimeandoffertheopportunityforconsumerstobecomebrandadvocatesbysharingtheirpositiveexperienceswiththeirfriendsandfamily.VisitEstesParkworkstoleveragetheseconversationstoprovideinformation,encourageengagement/sharing,answerquestionsandtelltheEstesParkstorytotensofthousandsof‘followers’and,inturn,theirfriendsandfollowersaswell.GrowingthereachoftheVisitEstesParkmessagingandenhancingtheguestexperiencethroughtheonlineconversations.ThepasttwelvemonthshavebroughtastrategyofalignmenttothevariousmediachannelsownedbyVisitEstesPark.Wehavebeenworkingtoalignourownedmedia,includingdigitalandsocial,withourpaidadvertisingandearnedpublicrelations.InJulythiseffortgainednewgroundwiththehiringofKellenSchafferasthenewDigitalCommunicationsManagertooverseethewebsite,socialchannels,e-newsletterprogramandblogcontent.ThisadditionalbandwidthwasutilizedimmediatelywiththeongoingGetawayGiveawaycampaignbeingconductedthroughFacebookwiththegoalofincreasingawarenessofEstesParkasamountaingetawaybygivingawaysevengetawaypackages,eachcenteredonaprominentEstesParkeventorseason.SocialmediawillcontinuetobeanintegralpartoftellingtheEstesParkstorytoourkeytargetmarkets,movingconsumersdownthecustomerfunneltothepurchasepointandstayingtop-of-mindforpastguests,convertingthemtoreturningguests.NotableKeyIndicators:VisitEstesParkhasachievedconsiderablegrowthinsocialmediafollowerssofarin2013,expandingourreachandincreasingtheopportunitiesfordirectmessaging,influenceandreferralsthroughfollowerinteraction.visitEstesPark-2014OperatingPlanPage1900 o0•Facebook:Grewby46.9%innumberof‘Likes’(followers)from28,739followersto42,223(13,484newfollowers),makingusthenumbertwodestinationmarketingorganizationinColoradoinnumberoffollowers,leadonlybyDenver.•Twitter:Offeringanopportunitytosharereal-timeinformation,newsandtidbits,Twitterhasbeenagrowingchannelfordirectcommunicationtoourfollowers.Theuseofhashtags(#EstesElkWatch)andtheinclusionofotherprominenthandles(suchas@Colorado)allowstopic-basedconversationsandindirectexposuretoourmessaging.Trackingofkeywordmentions(suchas“EstesPark”or“RockyMountains”)alsogivesusachancetoengageguestsinconversation,makerecommendationsanddispelmisinformation.Ourfollowinggrewby37.8%innumberoffollowers,from1740to2397(657newfollowers)sofarin2013.•VouTube:Havehad58.8%(3,026vies)growthinvideoviewssincetheendof2012(3,026views)•Pinterest:Avirtualbulletinboardforsharingimagesandlinkingtoadditionalinformation,Pinterestallowsbrandedmessagingtopotentiallydrivetraffictoourwebsiteandblog.Wehaveachievedan87.1%growthinnumberofpin-boardfollowers(507newfollowers).•Google+:UsedmainlyasatooltoenhanceourSearchEngineOptimization(SEO)byhelpingusrankbetterorganicallythroughkeyword-relatedcontent,Google+hasn’tbeenafocusofgrowthin2013.Westillhavemanagedtoacquire51newfollowers,a47.2%growth.•Flickr:Flickrhasphasedoutstatreportingattheaccountlevel.Wewillnolongerbeabletotrackphotoviewswithoutaddingtheviewseachmonthforall200+photos.Wewillcontinuetoengagethisaudience,butgiventhemoveofthepublictoInstagram,thathasbecomeamoreprominentfocusforsharingnewcontent.•Instagram:Thefastest-growingsocialmediachannelin2013,lnstagramhasgivenVisitEstesParktheopportunitytoengageanew,youngeraudiencethroughphotosharingandinteractionwiththosepostingphotostakeninandaroundEstesPark.TheVisitEstesParkfollowinghasgrownby162followers,or117%.•GetawayGiveawayCampaign—AsocialmediadrivenpromotionalcampaignfocusedonbuildingawarenessofEstesParkeventsandinteractionwithsocialmediachannels.Totalsofcampaignsofar(after3giveaways):Over,2,810peoplehaveenteredthecontestwithareachof443,552peoplewhohavebeenexposedtotheEstesParkBrandandeventweekendexperiencemessage.EmailMarketingMuchlikesocialmediaandweb-basedplatforms,emailmarketingcontinuestobeanimportantopportunitytocommunicatewithpastandpotentialguestsabouttheEstesParkVisitEstesPark-2014OperatingPlanPage20 brand,tellingacompellingstoryofthedestination.Thankstoinvestmentsinnewservicesandupdateddesign,ourperiodice-newslettersaretransitioningtoregular,targetedemailswithengaging,relevantcontentthatisdynamicandinteractive—drivingvisitationtoourblogandourwebsite.ByutilizingthenewCRM,VisitEstesParkwillbeabletoimprovetrackingandtosegmente-newsletteraudiencestodelivermorespecific,interest-drivencontent.Ourvisitore-NewsletterGainedatotalof6,154subscribers;23.5%increasesofarin2013;Up20%over2012YTD.MovingtoanewdesignandthewebsiteinterfacewithDistribionsoftwareinAugust(fromMailchimptoDistribion),allowsintegrationwiththenewCRMandabrandedtemplatethatwillmimicthelookandfeelofthenewwebsite.DestinationBrandStrategyWecontinuedtoimplementDMAIendorsedDestinationBrandSciencecommunity-widebrandstrategyprogram.Thefocusoftheprogramin2013wasthecommunityrollout(phase4of4)andbrandstrategyimplementationincreativemessaging.Notethiscommunityrolloutphase,unlikethefirstthreephasesofBrandStrategy,isanongoingprocessandwillcontinuethroughout2013andinto2014andbeyond,inordertocontinuetoensurecommunityengagement,engagenewandseasonalstaff,theresidentparticipation,andmore.•Continuedphase4,DeliveringtheEstesParkBrandPromise,throughinteractivesessionswithDuaneKnappandVisitEstesParkstakeholders,EstesParkkeycommunityinfluencers,RockyMountainNationalParkstaff,AssociationforResponsibleDevelopmentCitizensInformationAcademy,andothers.Garneredparticipationfromnearly100communitymembersover4sessions.•RevisedtheEstesParkBrandPromiseGuide,thetakeawaypiecetobeusedduringDeliveringtheEstesParkBrandPromisesessions,tobetterreflectakeypromiseconcept“Everyone’sAGuest,”andtobetterreflectcreativelookandfeelofnewbrandblueprint.Uponrequest,providedthisguideoutlinetolocalbusinessownersforuseinstafftrainings,handbooks,etc.•ContinuedcommunityengagementreachthroughconductinggeneralBrandStrategysessionstoreviewbrandstrategyresearch,promiseconcepts,EstesParkBrandPromise,andmore.GroupsincludedtheEstesParkMedicalCenterleadershipteam,RockyMountainNationalParkstaff,VisitEstesParkconsultants/contributors,LeadingEdgeclass(aspartnershipofLarimerCountySmallBusinessDevelopmentCenter),AssociationforResponsibleDevelopment1.arimerCountycitymanagers/townadministrators,EstesValleyLibrary,andmore.•ConductedextensivebrandstrategyinformationsessionwithnewVisitEstesParkcreativeandmediaagencies,CultivatorandBackboneMedia.CreatedbrandVisitEstesPark-2014OperatingPlanPage2100 o0characteristicstofurtherinspirecreativedirectionfornewadvertisingcampaign,WhereWildMeetsLife.•VisitEstesParkwashonoredtobeselectedascasestudyinGlobalDestinationBrandSciencebook,byDuaneKnapp,publishedNovember2012•VisitEstesParkPresident&CEO,PeggyCampbell,washonoredtobeapanelofbrandstrategyexpertsattheDMAIconventioninOrlandoStakeholderPartnerships•Focusedonopencommunicationsandadvocacybycontinuingsuccessfulprogramsandlaunchingnewstakeholdercommunicationchannels.•CompletedfirstStakeholderSurveyinJanuary2013;developedindepthquestionnaireforVisitEstesParkstakeholderbasetogainfeedback,thoughtsandperceptionsaboutVisitEstesPark’soperations,relevance,performance,Boardinitiatives,etc.Processedandanalyzedresponsesforuseindevelopmentofstakeholdercommunicationstrategy.•ContinuedorganizingandhostingAssociationForum,aquarterlygatheringoflocalassociations,tourismprofessionals,andothercommunityleaders.Keptengagementhighfromallmainassociations,includingEALA,EPWA,EVPC,ARD,theRestaurantGroup,EconomicDevelopmentTaskForce,EstesParkNonProfitResourceCenter,andmore.•ContinuedhostingpublicmonthlyVisitEstesParkOrientations,wherestakeholderslearnaboutVisitEstesParkgoals,strategies,tactics,budget,operations,etc.andcanexperienceopenQ&AtimewithVisitEstesParkstaff.•AnnualVisitEstesParkStakeholderMeetingheldonMay2atAspenLodge.KeyindustrypartnerswerekeynotespeakersfromCultivator,Backbone,andColoradoTourismOffice.Attendedbyover100industrypartners.•Addedabi-monthlyemailtoinformstakeholdersofthemediaexposurethatEstesParkreceives:TheEstesParkMediaReport.Thisnewemailreportoutlinesearned(notpaid)mediainprint,digitalandbroadcastmediaandincludesbothorganicmediahitsandthoseinitiatedbyourPRteamthroughpitches,pressreleases,famtoursandmediarelations.•VisitEstesPark’s,StakeholderRelationsManager,KirbyNelsoncontinuestositontheEstesValleyPartnersforCommerceBoardofDirectors,representingVisitEstesParkasakeysupporterforlocalbusinesscommunity•VisitEstesisanactivememberintheEstesAreaLodgingAssociation,EstesValleyPartnersforCommerce,andtheEstesValleyEconomicDevelopmentTaskForceVisitEstesPark-2014OperatingPlanPage22 •VisitEstesParkPresident&CEOPeggyCampbell,alongwithVisitEstesParkBoardMemberJonNicholas,isamemberoftheEstesValleyEconomicDevelopmentTaskForce,thead-hocEconomicDevelopmentAdvisoryCommittee,andtheEconomicDevelopmentCorp.InJuly2013,theBoardofDirectorsagreedtoinvestinEconomicDevelopmentintheamountof$lOkin2013,and$20kin2014.CollateralDevelopmentEstesParkOfficialVisitorGuideVisitEstesParkdirectedcontentdevelopmentandphotoselectiontoensurequalityandbrandalignment;advertisingsales,adproofing,andcollectionsforthe2013EstesParkOfficialVisitorGuide,whichwasreadyfordistributionon-timeandasplannedChristmasweek2012.Advertisingincometotaled$160,255.00andexpenses(includingmailing,fulfillment,printing,andproduction)totaled$158,301,resultingina$1,954profit.Inaddition,maildistributionofthe2013editionoftheVisitorGuideistrackingisexceedingthatof2012byabout9percent.Asweanalyzedouradvertisingmarketcostsandeliminatedspendinginpublicationsthatwerenotyieldingexpectedre5ults,itbecameclearthatthroughtheadvertisinginitiative,ancillarysavingswouldberealizedduringtheproductionanddistributionofthe2014OfficialVisitorGuide,producedin2013.Savingsassociatedwiththetraditionalsalescollateralpiecearebeingpassedontoadvertisersthroughloweredadvertisingrates.UsingtheteamofMoore+Beckman,newcreativeandeditorialisbeingdevelopedin2013forthe2014OfficialVisitorGuide.Designelement5fromthesuccessfulWhereWildMeetsLifeadvertisingcampaignarebeingincorporatedintothepublicationthatisontrackfordistributionbyDecember12,2013.VisitorCenterMaterialFortheirworkwithguestsstoppingattheinformationdeskintheTownofEstesPark’sVisitorCenter,AmbassadorsandVisitorCenterstaffrelyonanannualmulti-page‘LodgingGrid’publicationthatdetailsthefeaturesof141lodgingproperties,bedandbreakfastsandcampgrounds.Thegrid-formatguideiscreatedbyVisitEstesPark.CosttoprintthebrochureisbornebyTheTownofEstesPark.ContinuedpublishingEstesParkHappenings,aweeklypublicationdesignedtoenhancetheguestexperience.Happenings,aonepagepublication,highlightsEstesPark’seventsandentertainmentforthatspecifictimeframe,averypopularpiece,whichisconsistentlypickedupandpublishedbythetwolocalnewspapersandsharedonsocialmedia.Thepieceisemailedtoallstakeholdersandisusedbyourlocalbusinesses,VisitorCenter,andresidents.VisitEstesPark-2014OperatingPlanPage2300 QCInspirationBrochureThetaskofattractingthelast-minutedecision-makertochooseEstesParkfortheirColoradomountainvacationhasbeenassignedtoan8”x9”brochure.ThatindividualchoosestovisitColorado,buthasn’tdeterminedexactlywherethey’llgo.Reachingthatindividualhasbeenanadvertisingprogramgoalforseveralyears,buttorefreshtheprogram,thebrochureusedhasbeennewlydesignedtoalignwithbrandstrategyandreflectsthemessagedeliveredbyVisitEstesPark’sadvertisingandsocialmediaprograms.Thedistributionof100,000copiesofthebrochureissimilartothatofprioryears:topstrategicpointsalongInterstate25betweenCheyenneandTrinidad,1-80easttoBurlingtonand1-76easttoJulesburg.Regional&NationalAdvocacyandProfessionalDevelopmentFinanciallysupportandactivelyengageinleadingindustryassociationsandorganizations.•ThreestaffmembersattendedtheDestinationMarketingAssociationInternational(DMAI)Conference,breakoutsessions,andseminarsinOrlando,Florida•President&CEOchosentoparticipateonabrandstrategyexpertpaneltodiscusscasestudiesfromthreedestinationsattheDMAIconferenceinOrlando,attractingover200audiencemembers.•VisitEstesParkearnsDMAIDM0accreditation,onlythethirdDM0inColoradotoachievethishonor•TourismIndustryAssociationofColorado(TIAC)—KirbyNelsonandVisitEstesParkBoardmembersattendedtheannuallegislativereceptioninDenver•TheAssembly—YearRoundMountainTourismSymposium,sponsoredbyDestiMetrics,LLC,President&CEOPeggyCampbellchosentoparticipateinpaneltodiscusssummertourism.Over300audiencemembers.•PMP—SystematicDevelopmentofInformedConsenttraining—athreedayclassattendedbyPresident&CEO,PeggyCampbell,attheinvitationoftheTownofEstesParkTownAdministrator•ParticipatedincommunitykeyinitiativesincludingEconomicDevelopmentTaskForce,TownofEstesParkMasterPlanning,MPECCenteranalysis,PerformingArtsCenter,CreativeArtsDistrict,AmericainBloom,VisitorCenterParkingGarageStructure,CommunityWellnessCenter,others•BoardofDirectorsinvitedColoradolegislatorsKevinLundbergandPerryBucktoameetingtodiscussissuesconcerningtourisminEstesPark•ColoradoAssociationofDestinationMarketingOrganizations(CADMO)•VisitDenver,theConvention&VisitorsBureauVisitEstesPark-2014OperatingPlanPage24 2013YTDKeyPerformanceIndicatorsVisitEstesParktracksseveralkeyindicatorstomeasuretheresultsofoureffortsandmakethenecessaryadjustments.Asofthiswriting,belowareYTDkeyperformanceindicators:•Websitevisitstotaled824,023bytheendofJulyanincreaseof6.74%•e-NewslettersubscribergrowththroughJulywas6,154,anincreaseof19.66%•FacebookFollowersgrowththroughJulywas13,494,adecreaseof45.55%.Ahighgrowthratein2012wasananomaly,andduetoVisitEstesPark’sacquisitionofarogueFacebooksitewhichaccountedforabout18,000newfollowersinoneday.•VisitorGuidesmailedtohouseholdsthroughJulywere80,557,adecreaseof11.78%,thesecondyeartheprintedguidewasnotrequestedasoftenasinthepast.•VisitorGuidedigitalpageviewsthroughJulywere279,060,a9.57%decreasewhencomparedtothesametimeperiodin2012.•PRvalue:Significantmediahitscontributedtoalargeincreaseinmediavalueandimpressionsfor2013,includingExaminer.com(8Mimpressions&$80K),HuffingtonPost(9M,$491K),MSN.com(59M,$543K),FamilyCircle(4M,$38K),TheKnot(131.5K,$300K),amongothers.TotalpublicityvaluethroughJulyreached4,612,447,a344.55%increase.•Mediaimpressions:IntandemwiththeincreaseinpublicityvalueismediaimpressionswhichthroughJulytotaled224,974,311,a121.28%increaseover2012.•Qualifiedgroupleadswere194,an8%decreasefromthelevelseenthroughAugust2012.•Groupbusiness:roomnightsbookedthroughAugustshoweda1.98%decrease.2014OperationsPlanTheEstesParkLocalMarketingDistrictcontinuestobeorganizedbyIntergovernmentalAgreements(IGA’s)betweentheLMDandtheTownofEstesParkandLarimerCounty.Inaddition,thepreviouslydiscussedIGAbetweentheLocalMarketingDistrictandLarimerCountyforthePILTpaymentwillcontinuein2014.Theprimaryfundingsourceforthedistrictcontinuestobethe2%lodgingtaxwhichiscollectedbydistrictlodgingpropertiesfromtheirguestsforstaysoffewerthan30days.ThistaxisremittedtotheColoradoDepartmentofRevenueonaquarterlybasisandthendistributedtotheEstesParkLMD.LMD2%lodgingtaxcollectionswere$1,250,623in2010,$1,343,774in2011,and$1,513,414in2012.Estimatesfor2013aretooearlytoaccuratelyforecastasonlyvisitEstesPark2014OperatingPlanPage2500 00paymentsthroughJulyhavebeenreceived.Thirdquarterlodgingtax,whichrepresentsourhighsummerseason,willbereceivedfromtheStateonoraroundNovember15,2013,atwhichtime2013revenueforecastsand2014projectionswillbemorereliable.RevenueisalsoreceivedasaresultofofferingadvertisingtoourstakeholderstopromotetheirbusinessthroughVisitEstesPark.ContinuingtoworkwithindependentfinancialauditorsandtheTownofEstesParktoensureasmoothprocessandasuccessfulauditwillagainbeimportantin2014.VisitEstesPark’sauditisintegraltotheTownofEstesPark’sCAFR(ComprehensiveAnnualFinancialReport).VisitEstesParkwillfocusmoreonworkingwiththeStateofColoradoDepartmentofRevenueinpursuingthecollectionofoutstandinglodgingtaxes.VisitEstesParkwillalsoplaceadditionalenergyonbothinTownvacationrentalsand‘County’vacationrentals(thoserentalpropertieslocatedoutsideofEstesParkTownlimits,butinsidetheCounty/LocalMarketingDistrict).VisitEstesParkandtheTownofEstesParkarecurrentlyisdiscussionstopotentiallypartneronthiseffort.StaffwillcontinuetoworkcloselywithVisitorServicesandEvents,bothofwhicharefundedandmanagedbytheTownofEstesPark,andareapartoftheTown’sCommunityServicesDivision.2014MarketingPlanThe2014-2015MarketingPlanwillincludedetailsonplannedtacticsfor2014andbeyond.Buthighlightswillincludenewsocialmediaprograms,localcampaignsupport,promotionalcampaignstodrivenewguesttraffic,RockyMountainNationalParkcentennialpromotion,andaseriesofseminarsforbusinessstakeholderstohelpthemnotonlycapitalizeonourmarketingefforts,butrefinetheirownaswell.Inaddition,wewillcontinuetoleveragethenewcreativecampaign,firstintroducedinsummer2013,thatpositionsEstesParkasawelcoming,friendlydestinationthatservesastheidealbasecampforavarietyofrockymountainadventures.ThecampaignwillevolvetoincludeotherseasonalstoriesandadditionalwaystoexperienceEstesPark,targetingoutdooradventurists,couples,emptynesters,families,andthemeetingsandweddingsmarkets.For2013andbeyond,VisitEstesParkhasformedabest-of-breedteamofmarketingexpertstoextendourinternalresourcesintheareasofAdvertisingandMarketing,PublicRelationsandVisitEstesPark-2014OperatingPlanPage26 MediaStrategyandBuying.CultivatorAdvertisingandDesign,BackboneMedia,andTurnerPR,havecometogethertocreateanextendedmarketingteamtosupportVisitEstesPark’songoingefforts.AdvertisingAdvertisingObjectivesSecureoursummerbusiness:WewillcontinuetoprovidecorefocusonsustainingoursummerseasontourismbusinessthroughacollectionofprovenmarketingtacticsthatnotonlydriveawarenessandconsiderationforvisitstoEstesPark,butalsoencouragebothnewandseasonedtravelerstomakeEstesParktheirdestinationofchoicefornextseason’stravels.Inaddition,wewanttoreinforcetripdurationbyhelpingguestsunderstandthefullscopeofactivitiesandamenitiesthatEstesParkoffers.Generateawarenessfordiversityofactivities:WhilevisitstoRMNPcontinuetoleadthechargeofdestinationactivities,wewanttobuildgreaterawarenessforthediversityofactivitiesthatleadtoextendedstaysandever-greatermemorymakingforourguests.Growouryear-roundbase:Whileweappreciatetheimportanceofoursummerbasebusiness,wealsorealizetheopportunitywehavetogrowourshoulder-seasonsandwinterbusinesswithmoreregionaldrive-marketguests.Thislargelyuntappedmarkethasthesinglebiggestopportunityforyear-over-yeargrowth,notonlywithourlodgingbase,butwithstakeholdersacrossthespectrumofguestservices.AdvertisingStrategyBeabiggerbrand:Ourcompetitivesetincludesanever-expandingsetofworld-classmountaindestinationsthathavethepotentialtoerodeourcorebase.Withtheevolutionofouradvertisingcampaign,wehavetakenalook-of-the-leaderattitudeinourcommunications,withlargerformatadunits,andacampaignplatformthatcreatesamoreuniquepositionthatwecanown.Inspireourloyalists:Our“tribe”includesnotonlythoseguestswhoconsiderEstesParktheirregulardestination,butalsoourlocalworkforceandevenresidentsthathavetheopportunitytolivethebrandinthecommunityanddeliveronourpromisetotheguest.WeneedtoassurethateveryonethatalreadyknowsandlovesEstesParkhastheinformationonourbrandcharactersotheyareempoweredtopresentthebrandtoourguestsintheirown,uniqueway.visitEstesPark-2014OperatingPlanPage2700 00Extendourseasons:Tomany,the“off”seasonisreallythe“on”season,whenthecharacterofthevillagetakesonadecidedlymorerelaxedattitude,trailtrafficdiminishestoawhisperandthemountainsunveilanentirelynewstyleofbreathtakingbeauty.Whiletheactivitiesmayshift,thevarietyanddiver5ityofadventuredoesnot.And,withourgenerallygentleclimate,guestscanexperienceeverythingfromgolfandflyfishingtosnowshoeingandNordicskiing,allwithinashortexcursionfromtheultimateColoradobasecamp.MediaObjectivesObjectivesfor2014remainconsistentwiththoseof2013.WewanttoincreaseovernightvisitationandawarenessforEstesParkastheidealRockyMountaindestinationandpositionourselvesasauniquegetaway.WewouldlikepeopletobeinspiredbyEstesParkandspendmoretimeheresowewillencourageovernightstays.Establishinganemotionalconnectionguests,wewillbeclearaboutallthatEstesParkhastooffer,growingtheperceptionofEstesParkasayear-rounddestinationwithgreatdiversityinoutdooradventure.Westrivetoretainloyalcustomersandattractnewcomers,ultimatelyincreasingintentionalvisitationanditseconomicbenefitstothecommunity.EstesPark’svisitorsrangefromfamiliestoempty-nesterstoadventurists—ourmediawillspeaktotheappropriatetargetaudience,alwaystakingintoconsiderationoverallmarketinggoalsandbudget.BackbonewillidentifythebestmediaplacementsandexecutionsforcommunicatingtheEstesParkmessagetothetargetaudience,workinghardtodeliverthebestmixofreachandfrequency.The2014planwillbebuiltwithconsiderationoflearningsfrom2013aboutengagementandconversion.WhileBackbonestronglysupportsadata-drivenapproach,theyalsounderstandtheimportanceofthehumanelementinthemediaplanningprocess.AlignmentwithVisitEstesParkandtheirstakeholders’goals,thoughtsandobjectivesisparamounttothesuccessofthiscampaign.MediaStrategyAsdiscussed,in2013,VisitEstesParkselectedBackboneMediatomanageourmediaplanningandbuying,alongwithCultivatortodevelopandproducenewadvertisingcreative.TheagenciescollectivelybroughtafreshperspectiveonmediatoVisitEstesPark.Theybuiltasolidmediaplatformforthebrandanddestinationalike,andwillbuildonthatfoundationandcontinuethemomentumintoandthroughout2014.Specializingindestinationandmountainlifestylebrands,Backboneworkshardtomaximizeouradvertisinginvestment.Theycollaboratewithusregularlytoexecuteourmediaplan,reviewandpresentnewopportunities,brainstormideasandnegotiateadvertisingcontracts.TheysuccessfullyimplementedCultivator’sWhereWildMeetsLifecreativeplatformacrossallVisitEstesPark-2014OperatingPlanPage28 mediums.Thecampaignplaysupthebreadthofouryear-roundactivities,whileengagingwithourguestsinafun,authenticway.Throughtheimplementationofaprogressiveandforward-thinkingstrategy,2014advertisingstrategywillcontinuetoraiseawareness,increasecompetitiveshareofvoiceandbuildrelevancyresultingingreaterovernightvisitation.Backbonewilldevelopourmediaplantomaintainahealthymixofnationalandregionaladvertising.Theywillcreateawell-balanced,integratedmixcomprisedofprintdigital,radioandsocialmedia.Deliveringthebestmixofreachandfrequency,theywillspeaktobothexistingandnewguests.Themessagewillbescaledtoeffectivelyengageourtargetmarketsinanauthenticandcredibleway.Ourmediawillreachconsumersatallstagesofthefunnel—fromawarenesstoconsiderationtoconversion.MediaTacticsThe2014planwillbringashiftfrom2013andpreviousmediaplans,placingevengreateremphasisondigitaladvertising.Notonlydoesthisenableourmessagingtobehighlytargetedandtailoredtotherelevantaudience(s)todelivertherightmessageattherighttime;italsoimprovesefficiencyandtrackingability.We’llcontinuetofeaturebeautifulandinspiringcreativeinselectbooksthatspeaktoadventuristsandfocusonoutdoor,activelifestyles.Wewillincreaseourspendinnewspaperandradiotoeffectivelyreachselectregions(Frontrangeandsurroundingareas,aswellasTexasandanyotherkeymarketsthatdrivetraffic),andwemayevenintroduceout-of-homeadvertisingtothe2014planwithplacementsatDIA.Allplacementswillfocusonhigh-impactcreativesizes,includingfullpagesinprintanddynamicadunitsindigital.Backbonewillensureourmediaisworkingatthemostrelevanttimes,andthatthecreativematchesthemediaenvironmentacrossallplatforms.Wewillengageexistingcustomersandfocusonthelowest-hangingfruit(forexample,thosewhohavealreadyshowninterestinE5tesParkandpeoplewholiveinColoradoorneighboringstates)tocapitalizeonopportunityforconversion.Thecall-to-actionwillprimarilybeVisitEstesPark’snewwebsite,whichlaunchedinJune2013providingeasiernavigationandamorefull-serviceexperienceforallusers.Alearningplanwillbeimplementedforcontinuedoptimizationandcontinualimprovementtowardcampaignobjectives.VisitEstesPark-2014OperatingPlanPage2900 o0MediaSpend:2010-201450%45%40%35%30%•Magazine•Newspaper/OOH25%•Radio/TV20%•Online/PPC/SEO15%10%5%0%Adiversemediamixhasproventobethemosteffectiveatreachingspecifiedtargetmarkets.Lookingyearoveryear,there’saclearshiftintheallocationofmediadollarsacrossmediums.Thetrendindestinationmarketinghasshiftedtodigitalasmoreandmorepeopledependondigitalandmobileplatformsforresearchingandmakingtraveldecisions,andwetreseeinggreaterconversiononthoseplatformseveryday.Thatsaid,weplacedgreateremphasisondigitaladvertising,allowingforamoreefficientandeffectivemediabuy.Digitalprovidestheopportunitytogleaninsightaboutthebest-performingfeedermarketsandthetypeofpeoplewhovisitEstesPark.Notonlydoesdigitalgiveustheabilitytobehighlytargetedagainstouraudience,weareabletocontinuallyoptimizeadunitsandplacementstoworktowardourmediaobjectives.Wedeterminedsomenecessaryadjustmentsontheprintsideofthings,andinvestedinpublicationsthatreachadventuresandoutdoorenthusiasts.Insertionswillfeaturelarge-formatadstofeatureournewinspiringcreative.Wereducedourspendintraditionalbroadcast,puttingmostofthefocusonradioeventmarketingandremovingtelevisionaltogethersinceit’sexpensiveandprovidesnoguaranteethatwewillreachourtarget.Inallofthis,weareabletomaintainasolidmixofnationalandregionaladvertisingtoreachouraudiences,whiledeliveringtherightmessageattherighttime.20102011201220132014VisitEstesPark-2014OperatingPlanPage30 PublicRelationsWewillcontinuetointegratepublicrelations(earnedmedia)strategiesandtacticswiththoseofpaidandownedmedia.Publicrelationseffortsinthecomingyearwillhaveanincreasedemphasisonreachingthenationalaudience,targetingnationalmediawithpitchesgearedatbothincreasingawarenessandpositioningEstesParkastheidealmountainbasecampforfamilies,activecouplesandemptynesters.ThiswillbedonebyhighlightingtheoutdooradventuresandexperiencesuniquetoEstesPark.ThroughStakeholdercommunications-utilizingeducationalsessions,thenewextranetandCRMfunctionality,andtraditionalmeans-thePRteamwillincreasethecollaborationwithstakeholdersondevelopingmedia-friendlypackages,specialsandstories.DestinationBrandStrategyIn2014,VisitEstesParkwillfullyrolloutthedestinationbrandstrategyprojecttothecommunity,headingfullforceintothefourthandfinalphase,calledBrandCulturalization,or‘DeliveringtheEstesParkBrandPromise’.Thisrolloutwillincludecommunity-wideinteractivesessionsdetailingtheworkoftheprojectandfocusingspeciallyonthepromiseconcept,“Everyone’sAGuest.”Thesesessionswilltargetnotonlybusinessownersandmanagers,butalsofrontlineworkers,seasonalemployees,internationalemployeeandresidents.Inaddition,VisitEstesParkwilldevelopanEstesParkDestinationBrandGuidewhichwillbemadeavailabletotheentirecommunity.TheEstesParkDestinationBrandGuidewilloutlinetheEstesParkbrandpromise,itsimportancetothecommunity,EstesParklogouse,andlong-termstrategyandsustainability.VisitEstesPark.cornWebsiteVisitEstesParkwillcontinuetoevaluateandenhancetheVisitEstesPark.comwebsiteandmobilesite,developingstrategicandthoughtfully-plannedenhancementswithinthemainwebsiteandcustomerrelationmanagementmodule.Thiswillbeanongoingandfluidprocessbuiltfrominternalreview,emergingconsumertrends,bestpractices,analyticreportingandfeedback.SocialMediaVisitEstesParkrecognizestheimportanceofusingsocialmediatocultivateadvocateswhosharetheirEstesParkexperiencesbefore,duringandaftertheirstay.Coupledwiththeknowledgeofevidenceshowingthatconsumersplanningavacationviewrecommendationsfromfriendsandfamilyoveranyothersource,provessocialmediaisapowerfultourismtool.Duringthe2014year,VisitEstesParkwillcontinuetoexpandVisitEstesPark’ssocialmediareachbyincreasingkeysocialmediakeyindicatorsincludingnumberoffollowers,reachVisitEstesPark-2014OperatingPlanPage3100 0•0andengagement.WewillaccomplishthisbydevelopingstrategiccontentwhichistailoredandtargetedforawarenessofEstesParkasadestination,keepingEstesParktop-of-mind,andalsopromotingnewsandeventswiththegoalofconvertingfansintoconsumers.Wewillbefocusedonimprovingbothinternally-generatedandfangeneratedvideocontentonInstagram,VineandVouTubetomeettheconsumertrendofincreasedvideoconsumption.WiththeupdatetotheVisitEstesParkBlog,nowlivingwithinthenewwebsite,wewillcontinuetoincreasethenumberofsitevisitsanddeveloptheblogtobecomeawell-usedandestablishedsourceofcurrentinformation.SocialmediawillcontinuetobeanintegralpartoftellingtheEstesParkstorytoourkeytargetmarkets,movingconsumersdownthecustomerfunneltothepurchasepointandstayingtop-of-mindforpastguests,andconvertingthemtorepeatguestsEmailMarketingDevelopaconsistentandbrand-motivatede-mailnewsletterthroughournewandenhancedsystem,Distribion,highlightingeventsandnewsinEstesPark.E-mailnewsletterswillfocusondrivingtraffictotheVisitEstesPark.comwebsiteandencouragingovernightstaysbyincreasingconversionstothelodgingsectionofthewebsite.Monitoringandevaluatingperformanceofcontent,layoutandopenrateswhileadjustingasnecessarytoreceivemaximumviewsandinteractionswithintheemailmessage.ByutilizingthenewCRM,VisitEstesParkwillbeabletoimprovetrackingandsegmente-newsletteraudiencestodelivermorespecific,interest-drivencontent.Inaddition,wewillencouragenewsignupfore-newsletterservicebydirectingprospectstothewebsitesign-upwidgetandstrategicplacementofwidgetonthewebsiteCollateralDevelopmentProvidingvisitormaterialsthatreflecttheEstesParkbrandwillcontinuetobeofsignificantimportancein2014.WorkingincollaborationwiththeEstesParkVisitorCenter,collateraltobedistributedwillincludenewlydesignedmapsandanupdatededitionofalodginggrid.TheVisitorCenterwillcontinueservingasoneoftheprimarydistributionpointsfortheOfficialEstesParkVisitorGuide.Designelementsandcontentsforthe2015VisitorGuidewillbereviewedduringthefirstquarterof2014.VisitEstesPark’s2013AnnualReportisscheduledfordistributioninMarch/April2014.StakeholderRelations&CommunicationsIn2013,theneedforandpowerofcollaborationandpartnershipbetweenVisitEstesParkandVisitEstesParkstakeholdersbecamemoreevidentthaneverbefore.ItisclearthatVisitEstesPark’srelationshipswithlocalbusinessownersandconstituentsareanintegralcornerstonetothesuccessofthedestination.VisitEstesPark’sgoalistocontinuetobuildstrongandVisitEstesPark-2014OperatingPlanPage32 productivestakeholderpartnershipsthathelptoenhancethedestinationexperienceandgrowth.StakeholderRelations&CommunicationswillcontinuetofocusoncommunityoutreachtosolicitongoingfeedbackandtoinformstakeholdersandindustrypartnersabouttheroleofVisitEstesParkasthemarketingexpertintheEstesParkcommunity,aswellastheDMO’smission,vision,marketingstrategies,accomplishments,andmarketing/educationalopportunitiesavailablethroughtheDM0.TheStakeholderRelations&Communicationsroleisessentialtocreatingacommunity-wideefforttoimproveandelevateEstesPark’stourismindustry,andtheEstesParkDestinationBrand.Whileallstaffrolesareinvolvedwithstakeholdercommunication,theStakeholderRelations&CommunicationsrolemustfocusonVisitEstesParkandtourismadvocacywithintheEstesParkbusinesscommunityandbeyond.Objectivesinclude:•EnhancecommunicationstructurebetweenVisitEstesParkandstakeholders,beyondtraditionalmethodsandutilizingnewDM0tools,includingtheCRMandstakeholderextranet•CreatemarketingeducationalprogramforVisitEstesParkstakeholders.Potentialtopicsincludesocialmedia,GoogleAnalytics,marketingcoopadvertising,andDeliveringtheEstesParkPromise.EngageVisitEstesParkpartnerssuchasCultivator,Backbone,simpleview,andTurnerPR•EncouragestakeholderfeedbackandengagementwithVisitEstesParkobjectives.Provideon-goingrecommendationsforstakeholderstopartnerwiththeDM0•Maintainstrongandeffectivecommunitypartnershipswithtourismandbusinessassociations.•Provideexceptionalcustomerservicetostakeholders.ThefollowingStakeholderRelations&Communicationsobjectivesentailthreemainareas:StakeholderPartnerships,DestinationBrandStrategy,andCRMEnhancements.Allthreeareasaretightlyknitandtogether,provideagreatopportunityforVisitEstesParktoaugmentitsroleintheEstesParkcommunity.StakeholderPartnershipsAsignificantfocusof2014willbethelaunchofmarketingeducationalsessionsforVisitEstesParkbusinessstakeholders.Asmarketingexperts,VisitEstesParkisinauniquepositiontodevelopandleadthesesessions.TheseseminarswillbedesignedtohelpbusinessescapitalizeonVisitEstesParkmarketingefforts,andenhanceandimprovetheirownmarketingefforts.Sessionswillincludetopicssuchassocialmedia,deliveringtheEstesParkPromise,coopadvertising,andhowtoreadandinterpretwebsiteanalyticsreports.TheStakeholderRelationsVisitEstesPark-2014OperatingPlanPage3300 0C&CommunicationsManagerwillinvolveotherVisitEstesParkstaffandpartnersinpreparingthesesessions.VisitEstesParkwillalsocontinuetoassumetheroleofdestinationpartnerwiththeTownofEstesPark,RockyMountainNationalPark,EstesParktourismandbusinessassociations,andothercommunitygroups.BycontinuingtoleadtheAssociationForum,andworkingcloselywiththelodgingassociationandotherbusinessassociations,VisitEstesParkwilllooktoincreasethelevelofcooperationandcollaborationforadestination-wideapproachtodrivingtravelandtourisminEstesPark.DestinationBrandStrategyIn2014,VisitEstesParkwillfullyrolloutthedestinationbrandstrategyprojecttothecommunity,headingfullforceintothefourthphaseandfinalphase,calledBrandCulturalization,or‘DeliveringtheEstesParkBrandPromi5e’.Thisrolloutwillincludecommunity-wideinteractivesessionsdetailingtheworkoftheprojectandfocusingspeciallyonthepromiseconcept,“Everyone’sAGuest.”Thesesessionswilltargetnotonlybusinessownersandmanagers,butalsofrontlineworkers,seasonalemployees,internationalemployeeandresidents.Inaddition,VisitEstesParkwilldevelopanEstesParkDestinationBrandGuidewhichwillbemadeavailabletotheentirecommunity.TheEstesParkDestinationBrandGuidewilloutlinetheEstesParkbrandpromise,itsimportancetothecommunity,EstesParklogouse,andlongstrategyandsustainability.CRMEnhancementsAnexcellentresourceforVisitEstesParkisthenewlyestablished(in2013)customerrelationshipmanagementsystem,orCRM.TheCRMhasallowedVisitEstesPark,forthefirsttimeever,toconsolidatealloperationsoftheDM0intooneproductivedatabase.TheVisitEstesParkCRMhasallowedtheDM0toalreadyworkmoreeffectively,andthefullutilizationofthissystemwillbepursuedin2014.StakeholderRelations&Communicationswillalsoworkwithstakeholderstoencourageandsustaintheuseoftheextranet.ThisforumallowsstakeholderstoviewthebenefitsoftheirpartnershipandengagementwiththeDM0,whilealsoallowingtheDM0toexpandtheirreachtothestakeholderbase.GroupSales&ServicesInthelasttwoyears,groupsalesandserviceshasoperatedasaninsidesalesoperationandanextensionofstakeholdersalesteams.Thegoalistoincreaseroomnightsbookedbyprovidingexceptionalcustomerservice,quicklyqualifyingleads,sharingleadsandinformationwithstakeholders,andfollowingthroughwithbothstakeholdersandguests.PrimarysourcesofleadsincludeEstesParkVisitorCenter(phoneandwalk-ins),VisitEstesParkwebsite,bridalVisitEstesPark-2014OperatingPlanPage34 publications,andtradeshowattendance.In2013,VisitEstesParkhadaboothatthreeBridalFestivaltradeshowsinLovelandtoincreasebrandawarenessandacquireweddingsmarketleads.Tradeshowsin2014willbeevaluatedasmoreinformationbecomesavailable.Yeartodate,thegroupmarketmixis45%forweddings;36%forreunions,and19%formeetings.BookedgroupsthroughAugustshoweda2%increase.Qualifiedleadsaredown-8%fromthistimelastyear,androomnightsbookedaredown-1.98%.Fewerguestshavecalledinforgroupassistance,andTheKnotleadsweredownby62%.InAugust2013,VisitEstesParkbeganmeetingindividuallywithgroupstakeholderstoobtainfeedbackregardinggroupbusinessinordertoplanfor2014andbeyond.InformationgatheredfromstakeholderswillplayanimportantpartinKeyPerformanceIndicatorsTrackingandreportingwillcontinuetomonitorthereturnoninvestmentforeachinitiativeallowingadjustmentswherenecessary.Additionalactivitieswillbemonitoredparticularlyasitrelatestosocialmediaandwebsite.VisitEstesPark-2014OperatingPlanPage3500 0EstesParkLocalMarketingDistrict2014Budget-AnnualOperatingPlanCActual2012Budget2013Projected2013Budget2014RevenuesVisitorGuide2%Tax*StakeholderServicesTownofEstesParkMarketingInvestmentLarimerCountyPILTOtherInvestmentTotalRevenuesExpensesPersonnelServicesMarketing&OperationsTotalCurrentExpensesTotalExpensesExcess(deficiency)ofrevenuesoverexpendituresOtherfinancingsources(transfersin)OTHERfinancinguses(transfersout)Increase(decrease)infundbalanceBeginningFundbalanceEndingFundbalance$9,500RESTRICTIONSTABORReserve:3%ofexpenditures$57,437$63,150$59,675$53,489*2014budgetedtaxreceiptsare3%higherthantheprojected2013taxreceipts.ThisbudgetwaspreparedinearlySeptember2013specificallyfarthe2014OperatingPlanwhichisduetotheTownofEstesPorkandLarimerCountybyseptember30,2013.ThisbudgetwasapprovedbytheLMDBoardonSeptember17,2013.However,inlightofthecatastrophicfloodinEstesParkthatbeganonSeptember11,2013,andthesubsequentclosuresofUSHwy34,USHwy36andCOAt7,thefinalEstesParkLocalMarketingDistrict2014budgetwillchange,perhapssignificantly.$168,715$128,400$128,400$130,000$1,513,414$1,513,414$1,373,414$1,414,616$202,125$170,000$170,000$170,000$85,000$0$0$9,524$4,248$0$1,867$0$60$0$60$60$1,973,562$1,811,814$1,683,265$1,724,176$506,084$519,176$517,676$546,880$506,084$519,176$517,676$546,880$1,408,476$1,585,824$1,469,982$1,236,073$1,914,560$2,105,000$1,987,658$1,782,953$1,914,560$2,105,000$1,989,158$1,782,953$59,002($293,186)($305,893)($58,777)$0$0$0$0$0$0$0$0$59,002($293,186)($305,893)($58,777)$986,534$850,444$1,045,536$658,777$1,045,536$557,258$739,643$600,000VisitEstesPark-2014OperatingPlanPage36