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Home My WebLink AboutMINUTES Community Development Committee 1995-03-02BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee March 2, 1995 Committee; Attending: Also Attending: Absent; Chairman Doylen, Members Dekker and Marshall Chairman Doylen, Trustees Dekker and Marshall Assistant Town Administrator Widmer, Directors Stamey, Kilsdonk and Hinze, Advertising Manager Marsh, Deputy Clerk Kuehl None Chairman Doylen called the meeting to order at 8:00 a.m. COMMUNITY DEVELOPMENT Advertising Report: Manager Marsh reported the 1995 Mission Statement and Position Statement contained no changes. Following are the 1995 Goals and Objectives that contain minor word changes plus additional directives. Internet participation is included and provided by the Fort Collins Colorado Supernet, the 10th largest Internet connector in the country. GOALS Maintain level of awareness in core national market areas. Build on success of winter appeal in regional market. Continue transition of higher income markets. Determine effectiveness of marketing via the Internet. Maintain fulfillment requests at or above 1994 level. Maintain incoming 800 calls at or above 1994 level. Maintain average gross CPI below $4.00. OBJECTIVES Target advertising message to address trip types. Build on equity of 1990-94 advertising program. Maintain Midwest geographic coverage through media selection. Increase presence in travel-focused publications. Increase presence in active-lifestyle publications. Maintain schedule of Open All Year ads. Place the Visitors Guide on the Internet and test usage level. Director Marsh reviewed the 1995 budget, which shows an increase in media buys to 59% of the budget and a budget decrease of 23% in fulfillment services. The AC Book Committee sponsorship of $21,000 in postage costs is an example of private participation that allowed these budget changes. The budget follows: Media Services Production Services Proj ects/Research Total Advertising Program Fulfillment Services Advertising Supplies Total Budget Budget Amount $ 304,938 79,640 8.650 $393,228 $ 119,512 5.000 $ 517,740 Percent of Total 59% 15% 2% 76% 23% 1% 100% If the budget increase had not been approved, the cut in the advertising schedule would equal a decrease of exposure to 1.1 million subscribers. The 1995 advertising schedule includes_Front Range newspapers and 13 magazines (Country Home, Country Living, Earth Magazine, Gourmet Magazine, Home & Away, Men's Journal, BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee, March 6, 1995 - Page 2 Michigan Living, Midwest Living, Midwest Motorist, National Geographic Traveler, Outside Magazine, Texas Monthly, and Travel Holiday). Director Marsh added: the Betterment Fund sponsored 2- 3x10 Open All Year ads at $4,500 each; Vail will sponsor a Scottish festival during the same time period as the Estes Park Scottish Highland Festival; and the Christmas shopping ads in November and December will appear in the Denver dailies, representing a change from the Front Range dailies. Marsh also reported that instate collateral, totaling 170,000 pieces, will be distributed from Colorado Springs to Sterling, directed toward both travelers and newcomers. Sally Anderson, Market Reach, reported the 1995 Media Information Program includes calendar mailings, event releases, media information kits, and travel/writer contacts. Anderson acknowledged partnerships with the Town, the Conference Center, AC Book Committee, Chamber of Commerce, the Cultural Arts Council, and Special Events that lead to the success of the advertising program. Anderson distributed an article on Estes Park printed in First Maaazine which occurred due to active involvement of the entire community, and reported_ she is supplying The Denver Business Journal with monthly articles. Sister City: A letter and profile of Himi City, Japan were received, inquiring into the Town's desire to establish a Sister City in Japan. The Town had previously expressed interest in this program. Cultural and travel exchanges are two major objectives. The Committee recommends Director Stamey forward a letter and video to Japan and provide a follow-up report to the Committee. MUSEUM Director Kilsdonk reported the Museumi generated $5,500 in admission fees in 1994. The following admission prices for 1995 are being recommended by the Museum Advisory Board, 1995 1994 General Admission Children Maximum Per Family Senior Discount $ 2.50 $ 1.00 $10.00 $ 2.00 $ 2.00 $ 1.00 $ 5.00 None Reasons for the fee increase include: generate additional funds and draw attention to improved exhibits; respond to requests fo senior discounts; encourage membership; and generate more realistic family group fees. Kilsdonk reported that many Colora.do. not charge a fee, but those who do, charge amounts similar to the proposed fees. The Committee recommends approval of the Museum admission fees as presented. The World War II Homefront Exhibit, "Boots, Bullets, and Bonds", opens March 4 with a free public reception from 2-4 p.m. A round table discussion of women's experiences at the homefront during World War II is scheduled for March 23, 7-9 P-m. Programs held during February included a corn husk doll making booth "February 18 Imagine Thisl" event; and hosting of the Estes Par Historical Automobile and Touring Society scavenger hunt. Director Kilsdonk reported that Estes Park has been tentatively selected as the site for the 1997 Colorado-Wyoming Association of Museums conference, pending a possible merge of this conference with the American Association for State and Local History con$erSce scheduled for Denver. Director kilsdonk has been selected to receive training, March 12-15, as a reviewer of general operating support grants by the Institute of Museum Services in Washington, D.C. BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee, March 6, 1995 - Page 3 SPECIAL EVENTS Rooftop Report: Entertainment contracts for Western Heritage have been issued, and several verbal replies have been received. Contracts: Director Hinze reported on a contract and amendment, with Glenda Bell who will present the Whole Shebang shows (Calamity Jane act) during Rooftop Rodeo week, July 12, 13, 14, & 15, at a fee of $3,025. Director Hinze presented a contract with the Colorado Holstein Association for a Rocky Mountain Rendezvous sale to be held at Stanley Park Barn W, July 9-16. The Committee recommends approval of both contracts as described and presented. Bike Permit: Director Hinze introduced permit requests for two recreational bike rides, sponsored by Rotary, in conjunction with Duck Fest weekend activities. The Family Bike Ride is scheduled for 10:00 a.m., May 6, commencing at Elkhorn Avenue and continuing to the Highway 34 Bike Path, Dry Gulch Road, Devils Gulch Road, MacGregor Avenue, and ending at Bond Park. The Morning Glory Bike Ride is scheduled for 7:00 a.m.. May 7, starting at Bond Park, and continuing to Highway 34, Deer Ridge Junction, Highway 36, Moraine Avenue, Elkhorn Avenue, and ending at Bond Park. The Committee recommends approval of both Bike Tour Permits as presented. Special Events Report: Due to the weather, attendance at the Valentine's Weekend festivities was down with some activities canceled. Director Hinze reported that 2,200 Wool Market information books were mailed and registrations are being returned. Max Wagner will organize the Jazz Fest again this year, along with repeated sponsorships provided by Barlow's Plaza, Mama Rose's, and Poppy's. Women's History Month activities are in progress. There being no further business. Chairman Doylen adjourned the meeting at 9:06 a.m. T Tina Kuehl, Deputy Town Clerk f r f ir ^ j > f V- ~ 2*. MAR 1 4 1995 i Of CSTES PARK ^ L