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HomeMy WebLinkAboutRESOLUTION 12-120RESOLUTION#12-12WHEREAS,theEstesParkLocalMarketingDistricthasfiledtheEstesParkLocalMarketingBusinessandOperatingPlanforproposedbudgetforthe2013calendaryear;andWHEREAS,pursuanttoSection29-25-110C.R.S.oftheIntergovernmentalAgreementdatedAugust26,EstesParkandtheBoardofCountyCommissioners,BoardshallapproveordisapprovetheOperatingPlanreceiptofsaidPlan,theproposedbudgetandallrequestedbytheTown;and0WHEREAS,theTownBoardhasreviewedtheOperatingPlanandproposedbudgetandhasdeterminedthattheOperatingPlanwillprovideefficientandcosteffectivemarketingandpromotionservicesfortheEstesParkLocalMarketingDistrictServiceArea.NOW,WHICHAREBOARDOFFOLLOWS:THEREFORE,BASEDUPONTHERECITALSSETFORTHABOVEINCORPORATEDHEREINBYREFERENCE,BEITRESOLVEDBYTHETRUSTEESOFTHETOWNOFESTESPARK,COLORADOAS1.TheEstesParkLocalMarketingDistrictBusinessandOperatingPlanfor2013asfiledwiththeTownClerkisherebyapproved.Tow1erkwiththeTownClerk2013alongwithitsandtheapplicableprovision2008,betweentheTownofLarimerCounty,theTownwithinthirty(30)daysafteradditionaldocumentationDatedthis2012.Mayor 00IzozI2zoVISITI!—;Iz’-<IjZwNESTESICEIocr<Iw.coPARKIxIi-xoEstesParkLocalMarketingDistrict:VisitEstesPark2013OperatingPlanSeptember24,2012 00IntroductionWhiletheEstesParkLocalMarketingDistrict(LMD)isstillthelegalentityunderwhichthe2%lodgingtaxissubmitted,inJanuary,2012,wechangedourDBAnametothemoreuser4riendly‘VisitEstesPark’.AnincreasingnumberofofficialDestinationMarketingOrganizations(DMO’s)haveadoptedthename‘Visit’precedingtheirdestination,makingtheshiftanaturalmovetowardthisemergingindustrystandard.Asaresult,theorganizationwillsometimesbereferredtoasVisitEstesParkthroughoutthisdocument,butthetwonamesareessentiallyinterchangeable.Asthis2013OperatingPlanwilloutline,theVisitEstesParkBoardofDirectorsandstaffhaveagainmadesignificantprogressin2012,andweareplanningforcontinuedsuccessin2013.TheLocalMarketingDistrict(LMD)ModelAccordingtoColoradoStateStatute,theLocalMarketingDistrictmayprovideanyofthefollowingserviceswithinthedistrict:Organization,promotion,marketing,andmanagementofpublicevents;Activitiesinsupportofbusinessrecruitment,management,anddevelopment;Coordinatingtourismpromotionactivities.(II)Norevenuecollectedfromthemarketingandpromotiontaxleviedundersection29-25-112maybeusedforanycapitalexpenditures,withtheexceptionoftouristinformationcenters.(flTohavethemanagement,control,andsupervisionofallthebusinessandaffairsofthedistrictandoftheoperationofdistrictservicestherein;(g)Toappointanadvisoryboardofownersofpropertywithintheboundariesofthedistrictandprovideforthedutiesandfunctionsthereot(h)Tohireemployeesorretainagents,engineers,consultants,attorneys,andaccountants;(i)Toadoptandamendbylawsnotinconflictwiththeconstitutionandlawsofthestateorwiththeordinancesofthelocalgovernmentaffectedforcarryingonthebusiness,objectives,andaffairsoftheboardandofthedistrict;and(j)Toexerciseallrightsandpowersnecessaryorincidentaltoorimpliedfromthespecificpowersgrantedinthisarticle.Suchspecificpowersshallnotbeconsideredasalimitationuponanypowernecessaryorappropriatetocarryoutthepurposesandintentofthisarticle.Page2 00VisitEstesPark(LMD)OrganizationalStructureKeyPlayersVisitEstesParkBoardofDirectorsVisitEstesParkStaffTownofEstesParkGovernmentOfficialsTownofEstesParkStaffLarimerCountyOfficialsRockyMountainNationalParkLeadershipCommunityStakeholdersOrganizationTheformationoftheLocalMarketingDistrictandthe2%lodgingtaxwereapprovedbyDistrictvotersinNovember2008andlodgingtaxcollectionswentintoeffectonJanuary1,2009.StaffingandoperationsbeganinJanuary2010.TheVisitEstesParkBoardfocusesdirectiondirectlytothePresident&CEOoftheVisitEstesParkstaff.AllVisitEstesParkBoarddirectionwillbefocusedthroughthePresident&CEO,otherthanordinaryinvolvementincommittees,inordertokeepreportingdirectandfocusedwithoutconfusion.Webelievethisisveryimportanttokeepindividualagendasfromgettinginvolvedinthedirectlineofreportinganddirectionthatcouldcauseconfusion.AnynecessarycommunicationanddirectiontobegiventothePresident&CEOduringperiodsbetweenBoardmeetingswillbehandledbytheVisitEstesParkChairwithafollow-upsummarytotheentireBoard.IntheabsenceorincapacitationoftheChair,thisresponsibilitywillbehandledbytheViceChair.VisitEstesPark(LMD)BoardofDirectorsKathyPalmeri,ChairBillAlmond,ViceChair,YMCAoftheRockiesScottWebermeier,Secretary/Treasurer—NationalParkVillageLindsayLamson—RockyMountainResortsLeeLasson—FrontDeskConsultingLynetteLott—ValhallaResortChrisWood—McGregorMountainLodgePage3- 00VisitEstesPark(LMD)StaffPeggyCampbell-President&CEOSuzyBlackhurst-Operations&FinanceBrookeBurnham-PublicRelations,Communications,&SocialMediaPeterMarsh-AdvertisingJaniceMason-GroupSales&ServicesKirbyNelson-StakeholderRelations,Sales&ServicesMikeOline-AdministrativeAssistantVisitEstesParkMission,Vision,CoreValuesMission:AttractvisitorstotheDistrictthrougheffectiveandefficientmarketinginordertodriveyear-roundeconomicgrowth.Vision:Tobeayear-roundtourismandgroupdestinationthatsupportsourhealthymountaincommunitywithabalanceoffinancialsuccess,memorableexperiencesforvisitorsandqualityoflifeforourresidentsandemployees.CoreValues:•Accountable•Ethical•Proactive•Respectful•Responsive•Transparent2012OperatingHighlightsAsplanned,inJanuary2012,VisitEstesParkbecameanindependentDestinationMarketingOrganization,completewiththenewnameofVisitEstesPark.Duetoofficespacelimitations,wemovedourofficesfromtheEstesParkVisitorCenterto1200GravesAve.Withthemovecameanewaddress,newphonenumber,newemailaddresses,andourownindependentITinfrastructure.Inaddition,wecreatedandimplementedourownEmployeeHandbooklHRpoliciesandourownseparatePERA(PublicEmployeesRetirementAccount)andpayrollprocessingservice.ThisresultedinourownbrandidentityandindependencefromtheTownofPage4 00EstesPark.VisitEstesParkstaff,throughanIGAwiththeTownofEstesPark,continuestoparticipateinTownbenefits,forwhichwepay3%administrationfee.VisitEstesParkcontinuestoenjoyanexcellentpartnershipwiththeTownofEstesPark.In2011,theTownofEstesPark,recognizingtheimportanceoftourismtothelocaleconomyandTownsalestaxrevenue,committedtoaninvestmentof$85,000tosupportVisitEstesParkmarketingeffortsin2012.ThisinvestmentenhancedVisitEstesPark’sabilitytoprovideexceptionaldestinationmarketingservices,whichinturndirectlyaffectstheTown’ssalestaxcollections.TheTownofEstesPark2013marketinginvestmentinsupportofVisitEstesParkeffortshasnotbeendeterminedasofthiswriting.OnJuly10”,theVisitEstesParkBoardapprovedanadditional$75,000inimmediatesummeradvertisinginresponsetothelossinbusinessduetotheEstesParkstructuralfireandtheColoradowildfires.TheBoarddeterminedthattheadditionalfundingwouldcomeoutoftheemergencyreservefundbalance,therebyreducingtheemergencyreservefrom$500,000to$425,000.VisitEstesParkstaffworkedwithadvertisingagencyHillAeviumtoputtogetherathoughtfuladvertisingcampaigntosupplementcampaignsalreadyinplace.Thecampaignsfocusedbothonourin-statemarketsandourout-ofstatemarkets.(See2012MarketingHighlightsbeginningonpagesixfordetails).Anadd-to-staffwasapprovedbytheVisitEstesParkBoardofDirectorsinApril,andasaresult,anewemployeewasaddedtostaffonAugust27,2012.Inaddition,atemporaryperson,managingVisitEstesPark’sgroupsalesandserviceseffortswasconvertedtoafulltimeemployee,bringingthetotalnumberofemployeestoseven.ThePresident&CEOcontinuestoreportdirectlytotheVisitEstesParkBoardanddirectsthestaff.InSeptember2012,anGAbetweentheLMDandLarimerCountywasdeveloped.TheAgreementforDistributionofPaymentBetweenLarimerCounty,ColoradoandEstesParkLocalMarketingDistrict’willresultinpaymentsbytheCountytotheDistrict.TheIGAwasformedbecausethepartiesdisagreeastowhethertheLMDlodgingtaxisapplicabletotheCountyforuseofcampingandcabinaccommodationslocatedwithinHermitParkOpenSpace.BothpartiesdesiretoamicablyresolvethosedifferencesthroughaPaymentinLieuofTaxes(“PILT”).TheCountywillpaytheEstesParkLMDtwopercent(2.0%)ofallcampingandcabinrentalfeesandchargescollectedfromaccommodationusersofLarimerCounty’sHermitParkOpenSpace.PaymentstotheLocalMarketingDistrictwillbeginforthecycleofSeptember1,2012—December31,2012.Page5 00In2012,VisitEstesParkagainearnedacleanfinancialaudit(fortheyear2011)fromindependentauditors,Swanhorst&Co,LLC.In2012,weproducedthe2011VisitEstesParkAnnualReportwhichwascompletelyredesignedtoincludebrandnewphotography,anewformat,newcreativelookandfeel,andmoreinterestingandrelevantinformationforourstakeholders.TheVisitEstesParkBoardofDirectorsandstafftrulyappreciatesourstrongworkingpartnershipwiththeTownofEstesPark,LarimerCountyandRockyMountainNationalPark.2012MarketingHighlights2012hasbeenayearofchallengesandsuccessesforEstesParkandalldestinationsinColorado.ThecatastrophicColoradowildfiresoverthesummergarneredmuchunwantednationalandinternationalnewsrecognition.Thesefirescoupledwithseverestatewidedroughtconditionscausedabanonopenfiresincludingmostfireworksthroughoutthestate.WhenEstesPark’spopularFourthofJulyFireworksdisplaywascancelled,VisitEstesParktookaproactiveapproachtothesituationworkingcloselywiththebusinesscommunitytogatherfactualvisitorinformationandengagethecommunitywithnewpromotionalefforts.Asmentioned,additionalpromotionalemergencyreservefundswereallocatedandaspecialpromotionforthe4thofJuly,called‘Red,White&Cool’wasinitiated.AgreatexampleofpartnershipwiththeTownofEstesPark,theTowntooktheleadontheneweventattheFairgrounds,andVisitEstesParktookonquicklyrollingoutathoughtfuladvertisingcampaignfortheRed,White&Coolevent.AdvertisingincludedonlinebanneradsonDenverpost.com,Colorado.com,aswellaspay-per-clickcampaignsandFacebookads.Totargetbusinessfortheremainingsummerandfallseason,asupplementalmediacampaignwascreatedtotargetovernightvisitationfromDenver,ColoradoSprings,WesternKansas,WesternNebraskaandSouthernWyoming,allwithinaday’sdrive.TheVisitEstesParkTVcommercial“TakeFlight”,whichwonacovetedTellyawardin2012,wasairedtohelpwiththepromotionalongwithanewradiospot.Televisionfeaturedthefirsttimeuseofcablenetworkstotargetpotentialvisitorsdemographicallyandgeographically.BuysincludedextensiveOlympiccoverageandtheDenverBroncosfirstpre-seasongamecoverage.Broadcastwasfollowedupwithatargetedcustomeblastto312,000subscribersthroughtheDenverPostnetworkdatabase.Asaresultofthiseffort,VisitEstesParkhasseena6%increaseinwebsitevisitationfromtheColoradomarketand7%increasespecificallyfromDenver.Ouradvertisingagency,HillAeviumwasinstrumentalincreatingasuccessfulsupplementalcampaign.Page6 00InadditiontosupplementaladvertisingeffortsinresponsetotheeffectsoftheColoradowildfires,VisitEstesPark’sPublicRelationseffortssprungintohighgeartomitigatethenegativepublicitycreatedbynationalcoverageoftheHighParkfirewestofFortCollins,theWaldoCanyonFireinColoradoSpringsandtheWoodlandHeightsstructuralfireinEstesPark.Mediaadvisories,dailycommunicationstoEstesPark’sstakeholdersandindustrypartnersthatincludedtalkingpoints,socialmediapostings,andinterviewswithDenverareamediahavebeenintegraltotheefforts.VisitEstesParkcreatedcrisis-relatedcopyfortheColorado.comhomepageandconnectedwithcarrentalagenciesinDenverand1-800-COLORADOoperatorswhowelearnedfromourstakeholdersweredistributingincorrectnegativeinformationabouttheconditionsinEstesPark.ThroughVisitEstesPark’sinitiative,atravelblogreportingincorrectinformationaboutthefiresrelatedtoRockyMountainNationalParkwascorrected.CooperativeeffortswiththeColoradoTourismOfficeresultedinVisitEstesParksparticipationinthestate’s‘TheColoradoPledge”initiative,andinAugust,VisitEstesParkbecameoneofeightpartnersinthe“SharetheLove”promotion.TheSharetheLovepromoshowcasedColoradodestinationsmostaffectedbythewildfires.TurnerPublicRelations,ourPRfirm,wasinstrumentalinhelpingwithourPRefforts.Theoverall2012advertisingbudgetfocusedondoingmorewithlessandmakingsurethateachdollarspentworkedharderthaneverbefore.PrimaryandsecondarytargetmarketsofColorado,Texas,Illinois,California,Iowa,Kansas,NebraskaandMissouriwerereachedthroughanintegratedblendofcommunicationmediums,includingconsumermagazineadvertising,pay-per-clickads,onlinedisplayadvertising,television,radio,e-newsleflers,socialmediaandwebsitelandingpages.Theyear-roundvisitorstudycompletedin2011indicatedtheimportanceofthedestinationmarketaswellasnewdatashowingtheimportanceoftheColoradoovernightvisitor.Familiescontinuedtobetheprimarysummerfocusfollowedbyemptynestersandsingles/couplesduringthefall,winterandspringseasonalperiods.Theoverallmediamixof65%off-lineand35%on-linecontinuedthrough2012allowingVisitEstesParktonimblyreallocateeffortswhereneeded.TheSpring,FallandWinterseasonsbroughtanincreasedfocusthroughaddedpackagingandpromotions.EachseasonaleffortincorporateditsownlandingpagepromotingspecificspecialsandlodgingpackagesfurtherdrivingthemessageofstayingovernightinEstesPark.Thecreativeestablishedin2011wasreusedwherepossibleupdatingeachadoronlinebanner,landingpageande-newsletterwiththenewphotographygainedin2012.AgoalofincreasingPage7 00thephotographythatisownedbyVisitEstesParkwasaccomplishedwithphotoshootsduringthewinter2012,capturingiconicimagesthatcomplementthosetakenduringthesummer.Trackingandreportingcontinuedtomonitorthereturnoninvestmentforeachinitiativeallowingadjustmentswherenecessary.Fromthe2012MarketingPlan,eachmajorgoalandobjectivecontinuestobemonitoredandtrackedandsuccessiscurrentlyonparwiththeachievementsfrom2011.Final2011keyindicatorsrevealedthatVisitEstesParkexceededeverymajorgoal.Lodgingtaxincreasedby7.45%andtheTownofEstesParksalestaxincreasedby9.18%.VisitEstesPark’spublicrelationseffort,whichgenerated$4,163,003inPRvalue,increasedby474%,whileVisitEstesPark.comwebsitevisitsincreased9.32%.Sofarin2012,ourKeyIndicatorReportdatedAugust13,2012indicatesthatweareexceedingallofourmajorgoals.LMDLodgingtaxisupby25.04%,TownofEstesParkSalestaxisup29.29%,VisitoreNewslefterSubscribersareup4.2%,Facebookfansareup622.57%.BuildingstrongpartnershipsbetweenVisitEstesParkandthecommunitycontinuestobeamajorfocus.Engagingindustrypartners,stakeholders,tourismassociations,andothercommunitymembersenablesustomarketEstesParkasavibrant,one-of-a-kinddestination.VisitEstesPark’sBrandStrategyproject,hassignificantlyledthewayinestablishingtheseconnectionsandrelationships.Asofthiswriting,VisitEstesParkhascompletedthreeofthefourphasesoftheBrandStrategyproject,concentratingonsharingeachphaseindepthwiththecommunity.Together,withextensiveworkcompletedbytheEstesParkDestinationBrandTeam(comprisedofkeycommunityleaders)andpartnersBrandStrategy,Inc.andMMGYGlobal,VisitEstesParkhascreatedaBrandPromise®(theemotionaldistinctivenessofthecommunity)andaBrandBlueprint(marketingcreativedesignedtocommunicatedistinctivebrandmessages).Extensiveworkhasbegunonthefourthandfinalphase,BrandCulturalization.Thisphase,whichwillberolledoutbeginninginthefallof2012,willcontinuetoengagethecommunityonawidespreadlevel,involvingavarietyofmethodstoeducatetheentireEstesParkcommunityondeliveringthedestinationpromisetoourresidentsandguestsalike.DuaneKnappofBrandStrategy,Inc.wasinstrumentalincreatingasuccessfulbrandstrategy.Inadditiontoreachingouttostakeholdersregardingourbrandstrategyprogram,VisitEstesParkbuildsrelationshipsthroughotheravenues.StakeholdersandindustrypartnersareencouragedtoengagewiththeDM0viaavarietyofeasyandaccessiblechannels.VisitEstesParkproducesamonthlystakeholdernewsiefterwithinformationaboutrecentadvertisingPage8 00campaigns,upcomingevents,and“needtoknow”topicsrelevanttotourisminEstesPark.VisitEstesParkBoardmeetingremindersaresentoutafewdayspriortoencouragestakeholderattendance.LodgingpropertieshaveanopportunitytoparticipateintheRockyMountainLodgingReport,whichgivesVisitEstesParktrendinginformationsuchasoccupancyandaveragedailyrate.IndustrypartnerscananddoparticipateinvariouspurchasedVisitEstesParkadvertisingservices,likebrochurerackspaceattheVisitorCenterorenhancedlistingsontheofficialwebsite.Otheropportunitiesforexposureareavailable,e.g.seasonallandingpageswherecurrentindustrypartnerpackagesandpromotionsarehighlighted.StakeholderscanjointheconversationonofficialsocialmediachannelslikeFacebookandTwitter,submiteventsforourcompleteon-linecalendarofevents,andreachouttoanyVisitEstesParkstaffforone-on-onediscussion.IndividualmeetingswithStakeholderRelations,GroupSales,PublicRelations,andPresident&CEOareacommonandencouragedmethodofcommunicationwiththeDM0.SincewebelievethatinputfromourstakeholdersandindustrypartnersarecriticaltothesuccessofourDM0,staffspendssignificanttimereachingouttostakeholders,communicatingcurrentcampaignsandofferingopportunitiesforinvolvement.TheVisitEstesParkannualstakeholdermeetingtookplaceinMayandgarneredattendanceofover100stakeholders.Over300industrypartnersparticipateinVisitEstesParkadvertisingservices.KirbyNelson,ourStakeholderRelations&CommunicationsManagerrepresentsVisitEstesParkontheboardforEstesPark’sbusinessassociation,EstesValleyPartnersforCommerce.Inavarietyofways,theDM0hasfocusedonopencommunicationandadvocacytoandamongEstesParkbusinessstakeholdersandresidents.Groupsalesincreasedin2012,up9%mid-August2012comparedtoallof2011.Eighty-ninegroupshavebookedtodate,representing5,884roomnights.VisitEstesParkhasbeencapturinggroupdatainadatabase(ACT!),sowenowhavequantifiableinformationregardingEstesPark’sgroupmarket.Themarketbreakdownis39%forweddings:34%forreunions,and27%formeetings.Therehavebeenatotalof196leadsgeneratedyeartodate.Salesandmarketingeffortsincludeamuchstrongeremphasisonprovidingexceptionalguestservice,strongercooperativepartnershipswithgroupbusinessvenues,andadditionalfocusontheEstesParkweddingsmarket.Inaddition,groupmarketingeffortshavebeenfine-tunedandincludeprintandon-lineadvertising,socialmedia,andastrongpublicrelationseffort.Withtheadditionofapart-timetemporarysocialmediaconsultant,VisitEstesParksignificantlyincreasedourpresenceinSocialMedia.Asofthiswriting,Facebook,Twitter,FlickerandPage9 00YouTubeincreasedbytripledigitpercentageseachoverthesameperiodlastyear.In2012,welaunchedPinterestandGoogle+socialmediachannels.CoverageresultinginVisitEstesPark’spublicrelationseffortshasgarneredmorethan$560,000inadvertisingvaluesincethebeginningoftheyear.Nearly1millionpeoplehaveviewedthosestories.SpecialcoveragegeneratedbyVisitEstesParkhasappearedinUSAToday,CNN,SmartMeetings,DenverPost,CBS4,AssociationNews,MeetingsFocusWest,ChicagoMagazine,SugarLoco,AOLTravel,AmericanCowboy,Outside.com,BBC.com,Forbescom,Snowshoemag.com,YorkshirePost,KWGN-2,5280andColoradoParent.TogeneratefuturecoverageofEstesPark,23familiaritytours(tamtours)havebeenhostedthroughVisitEstesPark.Worktoproducethenextyear’sOfficialVisitorGuideisfullyunderwayandisonscheduletobeavailablefordistributiononDecember21,2012.WhileVisitEstesParkcontractedwiththesamedesignerandeditorwhoworkedonthepublicationlastyear,toproducethemagazine,adsaleshavebeenconductedinhousethisyear.VisitEstesParkcontinuestoinvestinresearch,havingretainedSummitEconomicsfortheresearchstudyTheEconomicImpactofTourismontheEstesParkEconomy,whichwascompletedinAugust2012.Thisimportantresearchstudyresultedinquantifiabledataregardingtheimpactoftourism.WeconfirmedthattourismisthebasisoftheEstesParkeconomyanditisthe#1jobcreator.WelearnedthattourismsaveseachEstesParkresident$418intaxes,whichissignificant,especiallywhencomparedtotheStatewhichsaves$364perfamily.WealsolearnedthatEstesParkwelcomesapproximately2,000,000visitorsannually.TheVisitEstesPark.comwebsiteisalmosteightyears.Beforewespentconsiderableresourcesincludingstafftimeandsignificantfundingtodevelopanewwebsite,VisitEstesParkidentifiedseveralcriticalstrategicinitiativesthatneededtobeaccomplishedfirst:Year-RoundVisitorStudy(completedinFebruary2011),EstesParkPerceptionStudy(completedinOctober2011),andEstesParkBrandStrategy(thephaseneededtodefinewebstrategywascompletedinJuly2012).Throughtheimportanteffortsofasmallcommitteeofcommittedindustrypartners,workingalongsideVisitEstesParkstaff,awebsiteproviderhasbeenselected.2013OperationalPlanTheEstesParkLocalMarketingDistrictcontinuestobeorganizedbyIntergovernmentalAgreements(IGA’s)betweentheLMDandtheTownofEstesParkandtheLMDandLarimerPage10 00County.Inaddition,thepreviouslydiscussedIGAbetweentheLocalMarketingDistrictandLarimerCountyforthePILTpaymentforHermitParkwillbealsoineffect,Theprimaryfundingsourceforthedistrictcontinuestobethe2%lodgingtaxwhichiscollectedbydistrictlodgingpropertiesfromtheirguestsforstaysoflessthan30days.ThistaxisremittedtotheColoradoDepartmentofRevenueonaquarterlybasisandthendistributedtotheEstesParkLMD.LMD2%lodgingtaxcollectionswere$1,250,623in2010and$1,343,774in2011.Estimatesfor2012aretooearlytoaccuratelyforecastasonlythe1stand2ndQuarter’sdistributionshavebeenreceived.Thefirsttwoquartersof2012however,didseea25.04%increaseoverthesameperiodin2011.Thirdquarterlodgingtax,whichrepresentsourhighsummerseason,willbereceivedfromtheStateonoraroundNovember15,2011,atwhichtime2012revenueforecastswillbemorereliable.DuetotheColoradowildflres,summersalestaxcollectionsareexpectedtobelowerthanthesummerof2011.RevenueisalsoreceivedasaresultofofferingadvertisingtoourstakeholderstopromotetheirbusinessthroughVisitEstesPark.Weexpectthistobeabout$210,000.Asdiscussed,theTownofEstesParkhasalsoprovidedfundingforourmarketingefforts,however,the2013amounthasnotyetbeendetermined,Aseven(7)MemberBoardisappointedwithfive(5)membersappointedbytheTownofEstesParkBoardofTrusteesandtwo(2)byLarimerCountyBoardofCountyCommissioners.RegularlyscheduledDestinationLeadershipmeetingsbeganin2012betweentwoVisitEstesParkBoardmembers,twoTownofEstesParkTrusteesandstaffleadersofeachgroup.Thepurposeofthemeetingsistoopenthelinesofcommunicationregardingdevelopingalongtermstrategyforthedestinationwithaneyetowarddrivingyearroundeconomicgrowth.Ourgoalistocontinuetostrengthenthispartnershipandinformationsharingprocess.StaffcontinuestoworkcloselywithVisitorServicesandEvents,bothofwhicharefundedandmanagedbytheTownofEstesPark,andareapartoftheTown’sCommunityServicesDivision.InSeptember,AdvertisingManager,PeterMarsh,announcedhisretirementeffectiveattheendof2012.AseasonedveteranwiththeTownofEstesParkandVisitEstesPark,Peter’stwenty-twoyearsofsuccessfullyadvertisingtheareahasbeensoappreciated.TransitionofPeter’sresponsibilitiesisinprogress.Page11 002013MarketingPlanThemarketingplansdevelopedinourfirstthreeyearsofoperationhavelaidasolidandsuccessfulfoundationforcurrentandfuturedestinationmarketingefforts.The2010MarketingPlandevelopedbyHannahMarketingandthe2011-2013MarketingPlansdevelopedbytheVisitEstesParkteamwillcontinuetoserveuswellonourroadtodestinationmarketingexcellence.2013MarketingStrategiesWewillfocusour2013Marketingstrategybyfollowingthe2012-2013MarketingPlandatedMarch2012.Changesfor2013areintwokeyareas—implementingthebrandstrategyandlaunchinganewwebsite.BrandStrategywillfocusonrollingoutthe4thandfinalphasetotheentireEstesParkCommunity.TheBrandCulturalizationorDeliveringtheEstesParkBrandPromise’consistsofinteractivetrainingsessionstoeducatetheentirecommunityindeliveringtheEstesParkBrandPromisetoourguests.TheexistingVisitEstesPark.comwebsiteisalmosteightyearsold.In2013,ourgoalistolaunchanadvanced,powerful,creative,featurerichwebsite,utilizingthelatesttechnologyanddestinationmarketingbestpractices.Inotherwords,awebsite/mobilesitethatwilldramaticallyimproveinternalefficiencies,providerealvaluetoourstakeholders,reflectourbrandpromise,delighttheconsumerplanningtheirtrip,effectivelycompetewithanyotherdestinationwebsite,andmeasurablyincreasevisitorconversion.Functionalitywillincludeabookingengine,languagetranslation,mobilesite,itinerarybuilder,andsocialmediaintegration.Thenewwebsitewillrequireengagingourindustrypartnersalongtheway,asadvertisingoptionswillchangeresultinginsignificantlyimprovedpromotionalopportunities.The2013mediaallocationwillcapitalizeon2012successesandcontinuetheshifttowardsmoreelectronicmediawithacontinuedfocusontheovernightvisitor.Goalsandobjectiveswillbeupdatedandtrackingandreportingwillcontinueforeachmarketinginitiativeusingresearch,goalsettingandconversionanalytics.PublicRelationswillcontinuetoidentifyuniquestoryideastosupporttheeffortofattractingmoreovernightvisitors.Page12 002013MediaPlanSynopsisPartneringagainwithVisitEstesPark,HillAeviumwasretainedtocompletetheresearchanddevelopmentofthe2013mediaplan.Followingisanoverviewoftheintegratedmarketingeffortfor2013aswellasspecificmediaobjectives,strategiesandtactics.IntegratedMarketingEffortTheadvertisingplandevelopedisnotmeanttobeastaticorsingulardocument.ItwasdevelopedaspartofalargerintegratedeffortbeingimplementedbyVisitEstesParkthatincludes:•PublicRelations•SocialMedia•Advertising•DirectMarketing&Sales•StakeholderPartnerships•Research•DestinationBranding•Website,DigitalMarketing,SEQ•CollateralDevelopment•TrackingandReportingAdjustmentswillbemadeduringtheyearasmarketdemandsorconditionschange.TrackingandreportingwillutilizeGoogleAnalyticsaswellas800numbercalls,visitorinquiries,clickthroughrates,impressionsandaseriesofvanityURL’s.Landingpageswillbecreatedwhereappropriatetofurtherassistwithtracking.TheGuestResearch,Inc.VisitorStudyhasagainbeenusedasabasisforthemediadecisionsalongwiththeresultsof2011and2012.TheVisitorStudyincludes13months,providingevenmoreinformationonshoulderandwinterseasonalattributes.UsingResearchtoDriveMediaSelectionWhoIsComingtoEstesParkandWhy?ThedatafromGuestResearch,Inc.indicatesthat63%ofvisitorstoEstesParkarestayingovernight.Dayvisitorsmakeuponly37%.Onaverage,overnightvisitorsspend$5004860perdaydependingontheseason,vs.thedayvisitor’sdailyspendof$83-$102.43%ofallvisitorsarefromColorado.Page13 00RockyMountainNationalParkandarelaxingmountaingetawaytradeoneandtwopositionsasthereasonmostvisitorscometoEstesPark.Wildlifeviewing,outdoorrecreationandlowcost/goodvaluefollowthis.PrimaryTargetDemographicsThelargestvisitoragegrouprangesbetween45and54yearsofage.Averagehouseholdincomeis$110,000-$149,000andthemajorityofpeopleinthisgrouparemarriedandhavechildren,26%ofpeopleinthisgroupdidnothavechildren,39%hadchildrenathome,and35%havechildrenthatnolongerliveathome.TravelPartyindicated43%werecouplesand54%werefamilies.Thischangesdramaticallybyseason.Thesepeoplearehighlyeducatedwith84%havingacollegedegreeorpost-graduatedegree.TheyarecomingtoEstesParkfromCD,TX,NE,KS,Ml,IL,IAandCA.SeasonallyWenowhavethedatatolookatthemakeupofthevisitorbyseasoninEstesPark.Notethatduetomultipleanswerstothesamequestion,e.g.,whowereyoutravelingwith?,certainquestionsmaynotresultinatotalof100%.Thesummerdayandovernightvisitorsareage45-54withatieforsecondat38-44and55-63.60%areFamilies(3-10)and59%areIndividuals/couples(1-2).Thefalldayvisitoris45-54,withovernightvisitorinthe55-63agegroup.59%areCouples(1-2people)and46%areFamilies(3-10people).Thewinterdayandovernightvisitorsareage45-54followedcloselybythose55-63.ThetravelpartystatusshiftsevenmoretotheIndividual/couplesat64%followedbyFamiliesat43%.GroupTargetDemographicsTheGroupaudienceforEstesParkcomesprimarilyfromtheFrontRangedrivemarket.Trackingin2012indicatedthegroupmarketbreakdownat39%forweddings;34%forreunions,and27%formeetings.__________________________________________-.Page14 00MediaObiectivesfor2013•Increaseovernightstayswhilemaintainingtrafficfromdayvisitors•IncreaseovernightstaysfromwithinColorado•Increaseseasonalgueststays•IncreaseconversionofVisitorGuideinquiries•Increasewebsitevisitationtonewwebsite•IncreasegroupbusinessfromFrontRangedrivemarket•Increasepercentageof“new”visitation•Increasesocialfollowers•ExpandemaildatabaseMediaStrategy•Eliminatepublicationsthatdidnotperformin2012whilere-investinginpublicationsthatfocusmoredirectlyonthe2013targetaudience.•Reallocate5%oftraditionalmediatoonlinemediacreatinga60%allocationtotraditionalmediaand40%allocationtoonlinemediaoutreach,•Continuetopiggy-backontheColoradoTourismOfficeeffortstoexpandawarenessofEstesParkintargetedgeographicU.S.andinternationalmarkets•TargetFamiliesintheSpringandSummerIMarch—Mid-August.•TargetEmptyNestersintheFallandWinterIMid-August—March.•IncreasemediaspendinColoradototargetovernightvisitors.•DrivedecisionmakerstotheVisitEstesParkwebsiteaswellasincreasetheemaildatabase.•IncreaseonlinepresenceinthegrowingMobileandTabletmarkets.•UseComcastcabletospecificallytargetkeymarkets.•AllocatebudgetforGroupbusinessfocusingonprimarilysocialtypegroups,e.g.,weddingsandreunions.PageiS 45%40%35%30%25%20%15%10%5%0%•Magazine•Newspaper•Radio/TV•OnIine/PPC/SEO00MediaBreakdownbyYear2010201120122013Page16 02013MediaMix60%Traditlonal/40%OnlineTotalMedia:$637,640C[C II$24,000lOnline249•PPC12%-SEO4%•MagazInes36%•Newspaper11%•Broadcast13%$93,340S246,244II,,,Page17 0EstesParkLocalMarketingDistrict2013Budget-AnnualOperatingPlan0RESTRICTIONSTABORReserve:3%ofexpenditures$66,249$63,249$63,000BudgetProjectedBudget201220122013RevenuesIntergovernmental(VisitorGuide)$185,000$160,000$160,0002%Tax1,390,8001,382,0901,438,000StakeholderServices230,000230,000210,000TownofEstesParkMarketingInvestment85,00085,00085,000*OtherInvestmentTotalRevenuesExpensesPersonnelServicesMarketing&OperationsTotalCurrentExpensesTotalExpensesExcess(deficiency)ofrevenuesoverexpendituresOtherfinancingsources(transfersin)Otherfinancinguses(transfersout)Increase(decrease)infundbalanceBeginningFundbalanceEndingFundbalance0000600$1,890,800$1,857,150$1,893,000$502,321$560,000$629,608502,321560,000629,6081,705,9931,548,3131,470,3922,208,3142,108,3132,100,000$2,208,314$2,108,313$2,100,000($317,514)($251,163)($207,000)000000(317,514)(251,163)(207,000)971,882971,882720,719$654,368$720,719$513,719*$85000isaplaceholder,pendingdecisionbytheTownofEstesPark.Page18