HomeMy WebLinkAboutMINUTES Community Development Committee 1995-01-05BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS
y Community Development Committee
January 5, 1995
Committee;
Attending:
Also Attending:
Absent:
Chairman Doylen, Trustees Dekker and Marshall
All
Town Administrator Klaphake, Directors Stamey,
Kilsdonk and Hinze, Advertising Manager Marsh,
Sales and Marketing Director Pickering, Clerk
O'Connor
•i
None
Chairman Doylen called the meeting to order at 8:00 A.M. and
commented on the new meeting structure which will now include
reports from the Special Events Department.
COMMUNITY DEVELOPMENT:
1995 Visitors Guide. Manager Marsh presented copies of the
1995 Visitors Guide. A total of 240,000 copies are being
printed; the shortage that was encountered in 1994 should be
avoided; and severe restrictions will be observed on how the
Guide is utilized. Advertising is paid for by the private
sector. A question and answer period followed. The A-C Book
Committee has allocated 5,000 copies for use by Director
Pickering in marketing the Conference Center. The 1995
Visitors Guide was well received by the Committee.
1994/95 Advertising Report. As of the end of 1994, total
requests for information reached 84,788, a 14.76% increase
from 1993. 1994 was unusual in terms of requests for
information, and Manager Marsh cautioned that the Advertising
Committee anticipates a reduction in the total number of
requests for information in 1995.
Editorial text for the Visitors Guide, which is approximately
60-70%, has been transferred to an electronic format, and
editorial photography is being processed for scanning into
electronic format. This project is slightly off-schedule due
to the difficulty in scanning the photos. Staff clarified how
the electronic text would be viewed and utilized.
Manager Marsh was invited to attend the Accommodations
Association Betterment Fund Advertising Committee meeting
January 6. The invitation is an indication of building
improved and viable partnerships.
Conference Center Report.
1994 Year-End Report. Director Pickering reviewed a list of
1994 Conferences:
0 - 100 attendees ........................................... 54
100 - 200 " .......................................................... 18
200 - 400 " .......................................................... 13
400+ attendees ...................................... 2Jk
Total 96
The list contained data for conferences—civic events, day
meetings and catering activities were not included. Staff has
discovered how best to use the Center year-round, thus the
conference average is 2/week±.
Statistical Data: 1994 conference attendees = 14,965 people
(actual registration count); avg. length of stay =2.3 days;
BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS
Community Development Committee *• January 5, 1995 - Page 2
avg. hotel rate = $64.25. A total per person single occupancy
expenditure estimate was $295.50 and the total per person
double occupancy was $220.21. This data does not include
December—staff anticipates a 1% change (either up or down).
Final figures will be forthcoming.
A Three-Year Comparison for 1992, *93 and '94 was also
presented; Annual local sales tax receipts for 1992 =
$101,467; 1993 = $127,108; and 1994 = $141,846. Staff
confirmed that the industry frequently utilizes a "multiplier"
in gathering statistical data; however, staff did not enhance
this data with multipliers.
The Committee reviewed a list of 27 civic groups that used the
Center during 1994. These groups are taking advantage of the
Center and this use was a component of the original proposal.
Staff acknowledges this component, adding that the groups are
not generally revenue producers.
1995 Marketing Plan. Staff reviewed the Mission Statement
executed by the Mayor August 24, 1991.
Market Analysis. State and Regional associations continue to
lead the way as the primary users of the Center. 1994
included 30 State or Regional associations that selected Estes
Park for one or more of their state conventions. Director
Pickering is currently serving on the Board of Directors for
the Colorado Society of Association Executives. The second
leading market was the Corporate user. This market is worked
by the Holiday Inn Sales Staff, they are generally smaller in
attendance numbers, and pay a higher rate. The third leading
market is the social, military, educations, religious and
fraternal. The Center has valued the support of CU, CSU and
UNC. The religious market is also assigned to the Holiday Inn
Staff. The government market has been a secondary market
since opening the Center. Seven government groups booked the
Center in 1994 and staff will continue to solicit this market.
Staff will be working on a new market for 1995. Non-profit
organizations continue to grow in Colorado and staff has
joined CANPO (Colorado Association of Non-Profit
Organizations); 30% of staff's selling time will be spent
soliciting this new territory. The Committee also reviewed
estimated sales time allocated for staff.
Product Analysis. A survey of each group is conducted and
1994 indicated a dramatic decrease in re-bookings for the
Center. In reviewing the surveys, it became apparent that the
groups desire "higher end" guest rooms. Conference center and
service received high rankings; however, the rooms were low.
Holiday Inn ownership has been extremely responsive to the
requests of their guests, and, thus a major 2-year remodeling
plan is being prepared to address deficiencies of the property
with special attention being placed on the exterior, hallways.
Holiday Inn meeting space, and guest rooms. Construction will
hinder bookings and staff reported construction will be
focused in January through March. Construction "windows" will
be identified to further construction progress. A competitor
list of other resort properties was reviewed.
1995 Marketing Strategy. Staff has identified peak service
times as September - November and April - June. In order to
better utilize the Conference Services Directors's services.
Bill Thomas has been assigned a Northern Colorado sales
territory. Training will begin in January. Director
Pickering will continue to solicit State and Regional
BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS
Community Development Committee - January 5, 1995 - Page 3
Associations, Non-Profits, Government and the Social,
Military, Educational and Fraternal Groups and also assist in
managing the Summer Conference of the Western Society of
Association Executives in June. Goals for 1995 include
developing a greater presence in the non-profit organizations,
continue to develop leads with associations and blend bookings
in and around construction at the Holiday Inn.
The Committee reviewed the Sales/Marketing Action Plan by
Quarter.
Advertising Plan. Advertising continues to play a significant
role in keeping and meeting key clients. Staff has developed
an extremely precise mailing list of potential, as well as
past, clients and will continue to develop direct mail pieces
that will appeal to the decision makers.
Public Relations. Staff strives to keep the public informed
of Conference Center use. The local newspaper and radio
station have been extremely helpful by printing or reporting
local users. The weekly schedule of conferences have been
much appreciated by the public and the Town. ^ The sign in
front of the Center also helps the public identify groups and
it has helped create an awareness of how much the Center is
being used.
General. Staff confirmed that the amount of funding expended
by the Town marketing the Center relative to the cost of guest
rooms is generally very small as compared to competitors.
Personal contact has proved to be more much more beneficial
and frugal. The Town is successful due to the combination of
the Conference Center, Advertising and Special Events.
MUSEUM;
The Museum's model train exhibit "All Aboard!" closed December
31st with an attendance of over 1,000. Outreach included a
free Open House on December 10 and 11, a model train program
on December 15, history quiz questions weekly on KRKI for
exhibit passes, free admission for the Chamber staff and
ambassadors, and preschool tours.
The next exhibit, a collection of World War II home front
posters from Norlin Library at CU, will open March 4. Stap
worked with the Front Range Museums to produce this exhibit,
thereby reducing the cost. Staff will attempt to include a
section on women's contributions to the home front in honor of
Women's History Month in March.
1995 Programs include a trip to the Colorado Historical Museum
to view an exhibit of Colorado in the 1950's; f°Virth
Riverside Remembered Dance; environmentalism S
Mountain Club; four-wheel drive trip in the A?;lensPark
Isabella Bird, the subject of anew blo9raphy, the Hidden
Valley Ski Area; Rocky Mountain Ranger Jack Moomaw, and
Charles Eagle Plume.
A closed-circuit television has been installed in 1*e NPS
headquarters building, allowing staff to survey activity from
a monitor located at the front desk in the main bai;Ldin^;
This project was accomplished with funding from tbe.Fr^end® ,
the Museum, with assistance from Chief Racine, a Friends Board
Member.
Director Kilsdonk has been asked to run for a position on the
Board of the Colorado-Wyoming Association of Museums.
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Community Development Committee - January 5, 1995 - Page 4
SPECIAL EVENTS:
Contracts/Agreements. The Committee reviewed a standard
Agreement with the Colorado Hunter Jumper Association for use
of the fairgrounds for two shows July 24-30 and August 1-6,
1995. The Committee recommends approval of the Agreement as
submitted.
Director Hinze also presented the 1995 Lions Cl\ib Lease for
the Concession Stand. The Lease has been amended to clearly
define License fees. Insurance requirements meet minimum
dollar coverage and the only Lions Club exclusive concession
area remains the concession stand attached to and including
the grandstand, and blacktop area in front of the grandstand.
The Club will pay as rent for the premises, 15% of the gross
sales from the operation of the concession stand. This
percentage equates to approximately $6,500-7,500/yr. for the
Special Events Department. The Committee recommends approval
of the Lease as submitted.
Gary O'Connor, President/Rooftop Rodeo Committee, reported
that the Rooftop Rodeo has been awarded the "Cowboy Choice"
Award from the Mountain States Rodeo Circuit. The award will
be presented January 7th during the Mountain States Finals.
President O'Connor, Vice President Adams and Director Hinze
will be attending. The award is based on the enthusiasm of
the staff and Committee and stock contractor.
1995 Rodeo Week festivities will focus on a Western Heritage
theme (1840 to present day), and plans are underway for
several "hands on" activities for children, continuous
entertainment on the grounds, and potential involvement of the
Colorado Holstein Association. In an effort to revive Estes
Park's tradition of western heritage,^ the Committee is
actively pursuing a complete Western Heritage experience for
all participants. President O'Connor urged anyone interested
in volunteering their efforts to help the Rodeo and Western
Heritage contact Director Hinze. The volunteers would work as
ticket takers, etc., and would not be associated with any
potentially hazardous situation such as the chutes. The
Committee commended Rooftop Rodeo members on the conversion to
the Western Heritage theme and elimination of the carnival.
President O'Connor added that as the Town cannot compete with
neighboring cities on the concert, this event has been
eliminated at this time.
Jo Adams, President/Top Hands, reported the c°yi?°y;).HTT°r^!t
Baxter Black has been booked for a performance June 23rd. Mr.
Black will donate 20% from his book and tape^lesto Top
Hands This show will take place at the fairgrounds. Tne
Third‘Annual Cowboy Poet's Night is scheduled July 8. Cowboy
poetry is very popular and with additional advertising, the
organization anticipates successful events.
Director Hinze commented that the Rooftop Rodeo Committee is
very aggressive and proposed changes to the R°deo
v!r^ exciting. Several members will be attending the Colorado
As so elation11 o f F^rs and Shows Conference in Denver January 13
and 14. This conference should prove very beneficial
Rodeo Commmittee members.
Christmas Parade critique. A total of 28'°°i° TrJhHJrqSsI on hand for the 1994 Christmas Parade. This is the larg
crowd thus far, and the quality of f°reg_asnlZ weather were instrumental in the Parade s success.
?iSs were added this year and this event was funded and
BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS
Community Development Committee - January 5, 1995 - Page 5
managed by the Rodeo Committee. Administrator Klaphake
commented on the speaker mishap that injured two people; the
Town anticipates certain medical claims and risk management
plays a significant role in fiscal responsibility.
Valentine Weekend Special Event Permit for Bed Race. The
Committee is reviewing this permit as it contains a street
closure and no parking section. This Chamber of Commerce-
sponsored event is proposing the closure of MacGregor Avenue
from the First National Bank Drive-In area to the Transit
Center from approximately 1:45 P.M. until 3:30 P.M. on
Saturday, February 11. No parking is being reguested in front
of the east side of Bond Park and the west side of the
Municipal Building (MacGregor Ave.). The permit has been
approved by Police Chief Racine and Fire Chief Rumley. The
Committee recommends approval of the Special Event Permit for
the Bed Race as requested.
Director Hinze noted the Frost Giant 5K and lOK Race scheduled
January 22 sponsored by the EVRPD and invited all to attend.
There being no further business, Chairman Doylen adjourned the
meeting at 9:30 A.M.
Vickie O'Connor, CMC, Town Clerk
I JAN 10,^99^ I
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