HomeMy WebLinkAboutPACKET Town Board Study Session 2011-08-09* Revised 7/31/11
5:00 p.m.
STUDY SESSION
TOWN BOARD
Tuesday, August 9, 2011
5:00 p.m.
Rooms 202/203
170 MacGregor Ave.
AGENDA
Local Marketing District Discussions.
• 2012 Operating Plan
• IGA Changes
• Employment Status
• LMD Office Space / Move
• 2012 Financial Assistance
• 2011 Accomplishments verses Plan
• 2010 Financial Report - Certified Statements
Future Agenda Items.
6:30 p.m. Meeting Adjourn — Prepare for Board Meeting.
NOTE: The Town Board reserves the right to consider other appropriate items not available at the time the
agenda was prepared.
Memo
To: Honorable Mayor Bill Pinkham
Board of Trustees
From: Administrator Jacqueline Halburnt
Date: August 4, 2011
RE: LMD Operating Agreement & IGA
The Local Marketing District Board of Directors will be joining the Town Board for this
work session in order to review the terms and conditions of the current
LMD/Town/County Intergovernmental Agreement (IGA) and LMD/Town IGA in
anticipation of the preparation of the annual Operating Plan by the LMD, which is due to
both the Town and County by September 30.
The current LMD Board consists of Chairman Cory Blackman; Vice Chair Bill Almond;
Secretary/Treasurer Scott Webermeier; and Directors Lindsay Lamson, Lee Lasson,
Kathy Palmeri, and Chris Wood. Peggy Campbell is the LMD Executive Director.
Background:
LMD/Town/County IGA: the attached IGA states an operating plan will be submitted to
both entities by September 30 of each year.... identifying services to be provided by the
District, any marketing and promotion tax to be imposed by the District, and such
additional information as required to inform each entity as to the activities, services and
funding of the District in the upcoming year. The operating plan shall include a proposed
budget for the next fiscal year. The Town and the County shall approve or disapprove
the Operating Plan including the proposed budget within 30 days after receipt....but no
later than December 5.
LMD/Town IGA: the attached IGA states it is in force and effect unless terminated
earlier by mutual agreement... and either party may terminate this Agreement upon
ninety (90) days written notice prior to the end of any calendar year.... and the parties
agree that they shall review the terms and conditions of this Agreement annually in
anticipation of the preparation of the annual Operating Plan by the LMD.
The purpose of this work session is to discuss the agreements and if any changes need
to be made to either IGA prior to submittal of the operating plan. I met with Director
Campbell to review the LDM/Town IGA, which currently addresses employees and office
space. It will need to be revised based upon the LMD's plan for 2010. If the employees
become LMD employees we will need an agreement allowing them to buy into the
Town's health/dental/vision insurance plan.
We have also asked the LMD to update the board on
1. Any requested Financial Assistance Requests in 2012
2. 2011 accomplishments versus their operating plan
3. An update on the results of the LMD 2010 Certified Financial Annual
Report (CAFR)
Budget:
In 2009, the town paid for the LMD operation, which allowed the LMD to accrue an
approximate $1,000,000 fund balance. The full amount of revenue collected was closer
to $1.2M, but the LMD paid for some additional expenses in 2010 to improve their service
and operation.
In 2010, the LMD paid for its own operation and the town paid for employee salaries and
benefits (per the IGA) (approximately $400,000) and therefore also kept the stakeholder
services revenue of approximately $197,000. The LMD asked for a different
arrangement in 2011 that provided for better transparency.
For 2011, the LMD agreed to pay all its expenses and the Town Board agreed to allow
the LMD to keep stakeholder services revenue. The Town Board agreed to a subsidy of
$128,985 (2011 budget, page 89) with a net subsidy to the Town of $89,000 after the
LMD paid for some services.
INTERGOVERNMENTAL AGREEMENT
THIS INTERGOVERNMENTAL AGREEMENT by and between the ESTES
PARK LOCAL MARKETING DISTRICT, a Colorado local marketing district, hereinafter
referred to as the "LMD", and the TOWN OF ESTES PARK, COLORADO, a Colorado
statutory town, hereinafter referred to as the "Town", is effective the 1st day of January, 2011.
WITNESSETH:
WHEREAS, the LMD is a local marketing district organized to provide the services set
forth in Section 29-25-111 (1)(e)(1)(A), (B) and (C), C.R.S.; and
WHEREAS, the LMD was created pursuant to the provisions of Section 29-25-101 et
seq. C.R.S. and the Intergovernmental Agreement dated August 26, 2008 and all amendments
thereto between the Town and the Board of County Commissioners, Larimer County; and
WHEREAS, applicable provisions of the Colorado Constitution and the statutes of the
State of Colorado, specifically Section 29-20-101 et seq. C.R.S., authorize the LMD and the
Town to enter into mutually binding and enforceable agreements, including agreements
addressing the subject matter of this Agreement; and
WHEREAS, effective January 1, 2011, the LMD will need the professional services and.
assistance of six employees of the Town (the `Employees") in order to provide the services set
forth in the LMD's approved Operating Plan; and
WHEREAS, in order for the efficient performance of the Operating Plan, the LMD will
supervise the Employees and be responsible for reimbursing the Town for the salaries and
benefits of the Employees pursuant to the terms and conditions of this Agreement; and
WHEREAS, the Town and the LMD have agreed that the Town shall provide office
space and other services to the LMD, and the LMD has agreed to pay the Town for said
services; and
WHEREAS, the Town and the LMD have determined that it is the best interest of both
entities to accomplish the efficient provision of marketing and promotional services as set forth
in the Operating Plan by the terms of this Intergovernmental Agreement.
NOW, THEREFORE, IT IS UNDERSTOOD AND AGREED BETWEEN
THE PARTIES AS FOLLOWS:
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1. Preamble. The Parties acknowledge that the recitals set forth aboveare true and
correct, and those recitals are hereby incorporated into this Agreement.
2. Effective Date. The Agreement shall be effective as of January 1, 2011.
3. Employees. The Town and the LMD agree as follows:
a. Office Space. The Town shall provide sufficient office space for the Employees at
the Visitor's Center. The Parties agree to cooperate in the provision of necessary
work space for the Employees which will be similar to the current work space of the.
Employees at the time of execution of this Agreement. The Town shall have the
right, after consultation with the LMD, to rearrange work areas of the Employees to
ensure the efficiency of both the LMD and Town operations. The LMD shall pay
the Town rent for this office space.
b. Job Description. Attached hereto as Exhibit A are job descriptions for the six
individual Employees reflecting the supervision of the Employees by the LMD and
their job duties. The LMD may change individual job descriptions after consultation
with the Town.
c. Supervision of Employees. The Employees shall be supervised by the LMD. All
Employee disciplinary actions including, but not limited to, suspension and/or
termination, shall be pursuant to the terms and conditions of the Town's Personnel
Policy Manual dated March 23, 2004. For purposes of all matters involving the
Employees and the Town's Personnel Policy Manual, the LMD, or its designated
Supervisory Employee, shall be the supervisor of the Employees. Any allowable
appeal of a disciplinary action regarding the Employee shall be to the LMD Board.
The LMD hereby agrees that all personnel actions involving any of the Employees
shall remain confidential unless requested in writing to be made public by the
individual Employee. Any amendment to the Town's Personnel Policy Manual shall
also apply to the Employees:
d. Salary and/or Benefits. The LMD shall reimburse the Town for all compensation
and benefits of the Employees. Any change, whether an increase or decrease in the
Town's pay structure and/or benefits shall be applicable to the Employees. In the
event the LMD wishes to provide additional compensation and/or benefits to any
individual Employee, said increase shall be the responsibility of the LMD; and the
LMD shall provide sufficient funds to the Town to pay for such increase in
compensation and/or increased benefits.
e. Termination or Resignation of Employee. The Town and LMD shall cooperate in
filling vacant Employee positions including posting the job notice, application, and
interviews for the vacant position. Said newly hired individual shall become an
Employee of the Town and subject to Town policies and procedures and the terms
and conditions of this Agreement. In the event an Employee is either terminated or
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resigns, the Town shall be responsible for the payment of all accrued but unused sick
and/or vacation leave through December 31, 2010. The. LMD shall be responsible
for the payment of all accrued but unused sick and/or vacation leave accruing to the
Employee after December 31, 2010.
4. Other Employees. The LMD retains the right to hire any other persons to be
employees of the LMD. The terms and conditions of any such employment shall be in the sole
discretion of the LMD and not subject to the terms and conditions of this Intergovernmental
Agreement.
5. Other Services. The LMD agrees to pay the Town for building rent, IT services, payroll
processing,and other services deemed necessary by the Parties in an amount to be determined
on an annual basis. The LMD and the Town, by separate agreement, may agree that the Town
shall provide other services to the LMD such as accounting, investments, and/or administrative
staffing
6. Annual Audit. If the Town determines, pursuant to applicable GASB Standards, that
the Town's audit requires the inclusion of the LMD as part of the audit, the LMD shall pay for
the cost of the LMD's portion of the Town's audit expense.
7. Effective Date and Termination.
a. This Intergovernmental Agreement shall take effect upon its execution by both
parties shall take effect on January 1, 2011, and shall remain in full force and effect
unless terminated earlier by mutual agreement of the parties or as provided in
subsection c. below. The parties agree that they shall review the terms and
conditions of this Agreement annually in anticipation of the preparation of the
annual Operating Plan by the LMD.
b. If, through any cause, either party fails. to fulfill its obligations under this Agreement
in a timely and proper manner, violates any provision of this Agreement, or violates
any applicable law, the non -breaching partyshall give the breaching party written
notice of said breach. The breaching party shall have thirty (30) days to correct the
breach. If the breaching party fails to correct the breach within said thirty (30) day
period, the non -breaching party shall have the right to terminate this Agreement for
cause.
c. Either party may terminate this Agreement upon ninety (90) days written notice prior
to the end of any calendar year. Said termination shall be effective as of the last day
of the applicable calendar year. If the Town terminates this Agreement, the Town
shall, to the extent permitted by law, allow the LMD to purchase Town benefits for
the Employees through 2013.
8. Change in Employment Status. The parties understand and agree that the Parties are
contemplating that the employment status of the Employees be changed so that the Employees
3
become employees of the LMD and not the Town. In said event, the Town shall, to the extent
permitted by law, allow the LMD to purchase Town benefits for the Employees through 2013.
Also, the Parties agree to amend this Agreement to address all issues resulting from the change
in employment status.
9. Annual Appropriation. Nothing herein shall constitute a multiple fiscal year obligation
pursuant to the Colorado Constitution, Article X, Section 20. Notwithstanding any other
provision of this Agreement, either Party's obligations under this Agreement are subject to
annual appropriation by the Party. Any failure of a Party to annually to appropriate adequate
monies to finance the Party's obligations under this Agreement shall terminate this Agreement at
such time as such then -existing appropriations are depleted. Written notice shall be given by the
non -appropriating Party promptly to the other Party of the failure to appropriate adequate .
monies.
10. Notices. All notices or other communication hereunder shall be deemed given when
personally delivered or after the lapse of five (5) business days following mailing by certified
mail, postage prepaid, address as follows:
ESTES PARK LOCAL MARKETING DISTRICT
Attn: Chairperson
Post Office Box 4426
Estes Park, CO 80517
TOWN OF ESTES PARK
Attn: Town Administrator
Post Office Box 1200
Estes Park, CO 80517
11. Relationship of the Parties. The Parties enter into this Intergovernmental Agreement
as separate and independent entities and shall maintain such status throughout the term of this
Intergovernmental Agreement.
11. Governmental Immunity.. Nothing contained herein shall be construed as a waiver or
modification of the rights afforded to the LMD and/or the Town under the Colorado
Governmental Immunity Act and subsequent amendments thereto.
13. Indemnification. To the extent permissible by law, the LMD shall indemnify,
protect, defend and hold harmless, the Town of Estes Park and its employees, elected and
appointed officials, from any and all claims, losses or damages incurred in connection with the
services to be provided by the Town pursuant to this Intergovernmental Agreement. Such
indemnification shall include reasonable attorney's fees and costs.
14. Governing Law in Effect. This Intergovernmental Agreement shall be governed by
and construed under thelaws of the State of Colorado.
ESTES PARK LOCAL MARKETING
DISTRICT
By:
15. Venue. Venue for all purposes shall be deemed proper in the District Court of
Latimer County, Colorado.
16. Entire Agreement of the Parties. The recitals contained herein represent the entire
agreement of the Parties, and shall be binding upon the parties hereto and their successors.
17. Amendment. No amendment or other modification of this Intergovernmental
Agreement shall be valid unless pursuant to a written instrument signed by both parties.
18. Assignment. The benefits and burdens under this Intergovernmental Agreement may
not be assigned by either party without the written consent of the other.
IN WITNESS WHEREOF, the Parties hereto have caused this Intergovernmental
Agreement to be executed.
A'1T1'EST:
Nydegger, Adni Asst
h� 9
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o
Code No. 840
Estes Park Local Marketing District
COMMUNICATIONS COORDINATOR
for the Estes Park Convention & Visitors Bureau
DESCRIPTION OF WORK
General Statement of Duties:
Is responsible for the efficient, and effective coordination and production of visitor
marketing programs including, but not limited to, advertising, web site development,
media relations, community relations, travel writer support, vacation planner
development, media trade shows.
Supervision Received:
Works under general supervision of the Local Marketing District Director.
Supervision Exercised:
Exercises supervision over outsource and freelance service providers as required.
ESSENTIAL FUNCTIONS OF THE JOB: The following are essential functions of the job:
1. Job Duties: (assists in):
A. Coordinate production of advertising placements as assigned.
B. Write advertising copy where required.
C. Coordinate production of, or produce, all web site content elements.
D. Produce and develop existing media relations program.
E. Produce and develop a community relations program.
F. Formulate and conduct a Travel Writer support program.
G. Manage production of annual Official Visitors Guide.
H. Develop and produce annual CVB Annual Report.
I. Produce or coordinate production of Visitors Center counter materials.
J. Produce and develop electronic media programs.
K. Participate in Media Trade Shows where appropriate.
I. Support international travel initiatives where appropriate.
MINIMUM QUALIFICATIONS
Required Knowledge, Skill, and Ability:
1. Be fluent with standard office software, web site software, data entry and
keyboarding in general.
2. Ability to communicate effectively in English, both verbally and in writing.
3. Ability to deal effectively and courteously with the public and co-workers.
Special Requirements:
1. Copywriting or News Release writing experience.
2. Advertising Production experience.
3. Web site development experience.
Education:
Bachelor's degree or higher or equivalent experience.
Experience:
Five to seven years experience or related fields.
OR
Any equivalent combination of education and experience.
I understand the description of this job and the essential functions, as given above. I also
understand that all of the duties are not described above and that I will perform those above and
all other assigned duties as directed by my supervisor and management.
Signature: Printed Name:
Date:
Code #880
ESTES PARK, COLORADO LOCAL MARKETING DISTRICT
COMMUNICATIONS MANAGER
OF THE ESTES PARK CONVENTION & VISITORS BUREAU
DESCRIPTION OF WORK
General Statement of Duties:
Oversees all paid advertising and promotion of the Estes Park area for the Estes Park Local
Marketing District (LMD) via the Convention and Visitors Bureau. Plans, coordinates, and
directs all travel advertising, Web promotion and other programs to increase visitation to the
area. Plans, coordinates, and directs all fulfillment, visitor information services and other
programs to support visitation to the area. Develops and coordinates all elements of the
promotional message to visitors and potential visitors.
Supervision Received:
Works under the direction of the Executive Director of the LMD.
Supervision Exercised:
Two part-time year -around Information Specialists.
ESSENTIAL FUNCTIONS OF THE JOB: The following are essential functions of the job.
Any one position may not include all of the duties listed.
1. Job Duties: (assists in):
A. Develop creative presentation and coordinated promotional message.
B. Develop media strategy.
C. Place advertising.
D. Track and evaluate advertising response where possible
E. Initiate and direct research. Implement recommendations when appropriate.
F. Direct and support development of Web site.
G. Direct and support development of Vacation Planner.
H. Prepare annual budget requests.
MINIMUM QUALIFICATIONS
Required Knowledge, Skills, and Ability:
1. Comprehensive knowledge and experience in the development and operation of
Convention and Visitors Bureau.
2. Knowledge and understanding of concept development and implementation.
3. Fluent with standard office software, copywriting, creative direction, concept
development and implementation.
4. Must possess excellent verbal and written communication skills.
Special Requirements:
1. Comprehensive knowledge of media placement, media strategies, branding,
market evaluation, performance tracking, research design and implementation.
2. Exempt under the Fair Labor Standards Act (FLSA).
Education:
A four-year college degree or equivalent.
Experience:
Ten years of travel advertising and tourism marketing,
OR
Any equivalent combination of education and experience.
I understand the description of this job and the essential functions, as given above. I also
understand that all of the duties are not described above and that I will perform those above and
all other assigned duties as directed by my supervisor and management.
Signature: Printed Name:
Date:
Code No. 1000
LOCAL MARKETING DISTRICT ESTES PARK, COLORADO
SEASONAL ADMINISTRATIVE ASSISTANT
DESCRIPTION OF WORK
General Statement of Duties:
Receives training in and performs duties for the Local Marketing District Director including
customer service and detail work requiring considerable exercise of independent judgment.
Supervision Required
Works under general supervision of the Local Marketing District Director.
Supervision Exercised
Exercises supervision over personnel as assigned.
ESSENTIAL FUNCTIONS OF THE JOB: The following are essential functions of the job. Any
one position may not include all of the duties listed.
1. Job Duties: (assists in):
A. Performs administrative duties for the LMD Director.
B. Book LMD meeting rooms, prepare and close down Board Room for LMD
meetings, create, distribute agenda, take meeting minutes, files/record
keeping, manage required official action items such as posting the adopted
budget, etc.
C. Respond to inquiries from stakeholders.
D. Enhance the stakeholder experience by providing fast, friendly, professional
and reliable customer service.
E. Conduct periodic stakeholder services audit.
F. Ensure EstesParkCVB.com stakeholder website listings are accurate, current
and complete.
G. Add, deactivate, and modify stakeholder web listings as needed.
H. Performs other LMD work as required for Group Sales and
Communications.
LMD SEASONAL ADMINISTRATIVE ASSISTANT Revised: November 24, 2009
MINIMUM QUALIFICATIONS:
Required Knowledge, Skill, and Ability:
1. Proficient in MS Word and Excel.
2. Excellent computer skills.
3. Exceptional customer service skills.
4. Ability to exercise initiative and independent judgment and to react resourcefully
under varying conditions.
5. Ability to communicate effectively both verbally and in writing.
6. Ability to establish and maintain effective working relationships with employees,
stakeholders and the general public.
Education:
High School education.
Experience:
Three year experience in similar position.
OR
Any equivalent combination of education and experience.
I understand the description of this job and the essential functions, as given above. I also
understand that all of the duties are not described above and that I will perform those above and all
other assigned duties as directed by my supervisor and management.
Signature: Printed Name:
Date:
LMD SEASONAL ADMINISTRATIVE ASSISTANT Revised: November 24, 2009
Code No. 1005
ESTES PARK LOCAL MARKETING DISTRICT, COLORADO
STAKEHOLDER SALES & SERVICES MANAGER
DESCRIPTION OF WORK
General Statement of Duties:
Responsible for developing and maintaining strong stakeholder relationships within the Estes
Park Local Marketing District. Responsible for educating stakeholders on the value of the
Estes Park LMD. Responsible for sales and service of LMD advertising products offered to
business stakeholders including web based services, Visitor Center advertising, and print
advertising. Research, develop, price, implement, and sell new LMD stakeholder advertising
products. Generate revenue for the CVB/LMD through stakeholder advertising sales.
Supervision Received:
Works under general supervision of the Executive Director of the Estes Park Local Marketing
District.
Supervision Exercised:
None.
ESSENTIAL FUNCTIONS OF THE JOB: The following are essential functions of the job.
Any one position may not include all of the duties listed.
1. Job Duties: (assists in):
A. Develop and manage stakeholder benefits and advertising sales and services
strategic plan and budget.
B. Research, develop, price, implement and sell new stakeholder advertising
services and evaluate and enhance existing stakeholder services.
C. Grow stakeholder advertising revenue by offering effective and relevant
advertising services to LMD stakeholders.
D. Maintain involvement in the community and industry to foster stakeholder
relations.
E. Contacts stakeholders regularly to assess needs, solicit feedback, maintain
maximum stakeholder satisfaction.
F. Maintain accurate and complete business stakeholder contact information.
G. Prepare and present stakeholder presentations to individuals and groups.
H. Maintain on -going relationships with stakeholders in order to gain stakeholder
feedback and communicate value of the LMD/CVB.
I. Develop and execute educational and networking programs and events to engage
stakeholders .and communicate the benefits of the LMD/CVB including
selecting venue, invitations, speaker agenda, confirming attendees and speakers,
food, set up, etc.
J. Responsible for timely and accurate billing, collections and reporting of
stakeholder services fees.
K. Assists with the development of all stakeholder marketing materials and
programs.
L. Accurate and timely fulfillment of stakeholder advertising services, update CVB
website, conduct periodic audits of stakeholder services fulfillment including
website contents and brochure rack fulfillment.
STAKEHOLDER SALES & SERVICES MANAGER REVISED: July 13, 2010
1. Job Duties: (assists in):
M. Serves as liaison to insurance companies for the LMD Workers Compensation
Programs; leads Worker Compensation Safety Committee meetings, attends
Worker Compensation Safety Seminars.
N. Other duties as assigned.
MINIMUM QUALIFICATIONS
Required Knowledge, Skill and Ability:
1. Ability to be courteous, professional, and service oriented.
2. Strong knowledge of Estes Park and the tourism industry.
3. Excellent sales skills, results oriented.
4. Excellent computer skills and database management experience including in-depth
working knowledge of Microsoft Office including Word, Excel, Outlook.
5. Strong working knowledge of bookkeeping and accounting practices, as required by the
position.
6. Strong knowledge in tourism industry.
7. Ability to respond effectively to changing priorities.
S. Strong organizational and follow up skills, strong written and verbal communication
skills.
9. Excellent time management skills.
10. Ability to communicate effectively in English, Both verbally and in writing.
11. Ability to exercise initiative and sound judgment in order to react resourcefully under
varying circumstances.
12. Ability to maintain and establish effective working relationships with co-workers, other
agencies and the general public.
Special Requirements:
1 Must have current Colorado Driver's License and an acceptable driving record.
2. Must have reliable transportation for travel in and around the Estes Park area.
3. Exempt under Fair Labor Standards Act (FLSA).
Education:
Four year college degree or career/experience equivalent.
Experience:
Minimum three years experience in the destination marketing or hospitality industry with a
minimum three years sales experience.
OR
Any equivalent combination of education and experience.
I understand the description of this job and the essential functions, as given above. I also understand
that all of the duties are not described above and that I will perform those above and all other assigned
duties as directed by my supervisor and management.
Signature: Printed Name:
Date:
STAKEHOLDER SALES & SERVICES MANAGER REVISED: July 13, 2010
Code No. 1010
ESTES PARK LOCAL MARKETING DISTRICT, COLORADO
MEETINGS AND CONFERENCES SALES MANAGER
DESCRIPTION OF WORK
General Statement of Duties:
Promotes and sells Estes Park as a meetings and conventions destination focusing on the
Colorado Front Range overnight meetings market. Responsible for planning, developing,
implementing, and measuring a comprehensive, LMD district wide, conference and group sales
and marketing program.
Supervision Received:
Works under the general supervision of the Executive Director of the Estes Park Local
Marketing District.
Supervision Exercised:
None.
ESSENTIAL FUNCTIONS OF THE JOB: The following are essential functions of the job.
Any one position may not include all of the duties listed.
1. Job Duties: (assists in):
A. Sales and marketing efforts focusing on booking overnight lodging resulting
from the meetings and conventions market; working with Executive director,
establishes specific annual room night goals.
B. Develop a comprehensive sales and marketing plan to maximize the group
markets and grow lodging tax revenue.
C. Prospect for new conference and meeting decision maker clients via internet
research, phone calls, emails, networking. Build relationships with existing
clients.
D. Develops focused account selling strategy, determines competition and
communicates Estes Park value proposition as positioned against competitive
destinations.
E. Produces sales leads for district hotels meeting client needs and follows up on
all leads; updates information into the CRM database.
F. Prepare proposals on behalf of the CVB Official destination; assist lodging
properties in converting leads into booked business.
G. Coordinates and conducts site tours for meeting planners, showcasing facilities
and attractions within the District. Participates in familiarization (FAM)
programs for groups of meeting planners; responsible for inviting qualified
clients to each FAM.
H. Attends and analyzes tradeshow values to determine return on investment.
I. Maintain detailed lead and client information in the CRM database and produce
activity and sales reports.
J. Maintains excellent destination product knowledge, particularly relating to
district lodging properties.
MEETING & CONFERENCES SALES MANAGER REVISED: July 13,2010
1. Job Duties continue: (assists in):
K. Cultivates effective cooperative working relations wit area hotels and other
stakeholders.
L. Frequent day trips to the Denver/Front Range region to meet with clients and
prospects; attend industry meetings and other networking events, trade shows
and other functions appropriate for promoting Estes Park as a meeting and
convention destination.
M. Other duties as assigned.
MINIMUM QUALIFICATIONS
Required Knowledge, Skill, and Ability:
1. Must be courteous, professional and service oriented.
2. Strong knowledge of Estes Park and the tourism industry.
3. Excellent sales skills.
4. Excellent computer skills including MS Office Suites and database/CRM systems.
5. Excellent organizational skills.
6. Physical ability and flexibility to work in limited amount of space around computer and
office equipment.
7. Physical ability to drive and inspect various properties.
8. Excellent verbal and writing skills including the ability to communicate effectively in
English, both verbally and in writing.
9. Ability to establish and maintain effective working relationship with co-workers and
stakeholders and industry partners.
Special Requirements:
1. Must have valid Colorado Drivers' License.
2. Must be willing to work some evenings and weekends.
3. Must have dependable transportation
4. Exempt under Fair Labor Standards Act (FLSA)>
Education:
Four year college degree or career/experience equivalent.
Experience:
Minimum five years experience in the destination marketing or hospitality industry and
minimum three years sales experience.
OR
Any equivalent combination of education and experience.
I understand the description of this job and the essential functions, as given above. I also
understand that all of the duties are not described above and that I will perform those above and all
other assigned duties as directed by my supervisor and management.
Signature: Printed Name:
Date:
MEETING & CONFERENCES SALES MANAGER REVISED: July 13,2010
Code No. 1020
ESTES PARK LOCAL MARKETING DISTRICT, COLORADO
EXECUTIVE DIRECTOR OF ESTES PARK LOCAL MARKETING DISTRICT
DESCRIPTION OF WORK
General Statement of Duties:
Directs and leads the four department of the LMD section of the Convention and Visitors
Bureau toward its mission. Works directly with the LMD Board on policy making and
strategies for the organization. Act as primary spokesperson for the organization.
Supervision Received:
Works under general guidance and direction of the Local Marketing District board.
Supervision Exercised:
Exercises supervision over Communications, Group Sales & Marketing, Visitors Guide, and
Stakeholder Services teams.
ESSENTIAL FUNCTIONS OF THE JOB: The following are essential functions of the job.
Any one position may not include all of the duties listed.
1. Job Duties (assists in):
A. Oversees administrative, operation and marketing functions of the LMD,
including execution of the annual marketing and communications plan for
the district.
B. Advises the Chairman of the Board, the Board and such other committees as
designated.
C. Oversees the creation of financial reports and annual audit reports in
accordance with procedures approved by the Board.
D. Develops and supervises the implementation of an annual operating and
marketing plan, in order to promote the destination to local, state, regional,
national and international audiences. Directs the preparation of the annual
budget that supports these activities and presents it to the Board for approval.
E. Attends all meetings of the Board and other designated committees in an
advisory, non -voting capacity.
F. Establishes and maintains ongoing effective communications with
stakeholders, media, government leaders, business and cultural institution
leaders, convention and events planners, and the local tourism industry.
G. Represents the LMD at selected local, state, regional and national
conventions that serve to foster the betterment of the LMD's mission.
H. develops and maintains effective organizational policies and ensures all
LMD activities are implemented within these established policies,
guidelines, laws and ethical standards.
I. Selects, trains, supervises, and evaluates assigned personnel; coordinates
staff training; implementation of discipline and termination procedures for
all staff members via the adopted Town of Estes Park Employee Manual.
EXEC DIRECTOR - ESTES PARK LOCAL MARKETING DISTRICT Revised: January I, 2010
1. Job Duties continued (assists in):
J. Establishes goals for individual departments and assists staff in order to meet
those goals.
K. Prepares and submits applications for external funding.
L. All other duties as assigned.
MINIMUM QUALIFICATIONS
Required Knowledge, Skill, and Ability:
1. Ability to deal affirmatively with the public and co-workers.
2. Knowledge of marketing, business theories, practices, and procedures.
3. Knowledge of the principles and practices of budget preparation and administration.
4. Knowledge of the principles of supervision, training and performance evaluations
with proven ability to recruit, train and develop staff.
5. Strong interpersonal skills and an ability to provide leadership.
6. Knowledge of customer service skills and techniques.
7. Ability and desire to work in a results driven environment.
8. Excellent verbal, written, and presentation skills.
Special Requirement:
1. Exempt under Fair Labor Standards Act (FLSA).
Education:
Four year degree from an academic institution; marketing, sales or business major preferred.
Experience:
Several years of related experience.
OR
Any equivalent combination of education and experience.
I understand the description of this job and the essential functions, as given above. I also
understand that all of the duties are not described above and that I will perform those above and all
other assigned duties as directed by my supervisor and management.
Signature: Printed Name:
Date:
EXEC DIRECTOR - ESTES PARK LOCAL MARKETING DISTRICT Revised: January 1, 2010
INTERGOVERNMENTAL AGREEMENT
THIS INTERGOVERNMENTAL AGREEMENT effective this 4*iay of
fav to�sZ' , 2008, by and between the TOWN OF ESTES PARK, COLORADO, (the
"Town"), and the BOARD OF COUNTY COMMISSIONERS, LARIMER COUNTY,
(the "County").
RECITALS
WHEREAS, the Local Marketing District Act, Section 29-25-101 et seq., C.R.S. provides
for the organization of local marketing districts ("the Act"); and
WHEREAS, the Act allows formation of a local marketing district within the Town of
Estes Park and unincorporated Latimer County; and
WHEREAS, the Town and the County hereby agree to form a local marketing district
pursuant to the terms and conditions of the Act for properties located within the Town and
unincorporated areas of Latimer County; and
WHEREAS, Section 29-25-105 (3) C.R.S. of the Act provides that the Town and the
County, by contract, may create a local marketing district to exercise the functions authorized by
the Act following receipt of a petition for the organization of a local marketing district from the
requisite number of owners of commercial real property in the proposed service area; and
WHEREAS, a petition has been filed with the Town Clerk and the Clerk of the Board
of County Commissioners meeting the requirements set forth in Section 29-25-105 (2) C.R.S. of
the Act; and
WHEREAS, the Town and the County desire to establish the Estes Park Local
Marketing District pursuant to the terms and conditions of this Intergovernmental Agreement;
and
WHEREAS, Section 29-25-105 C.R.S. provides that the question of establishing a local
marketing district shall be submitted to the registered electors residing within the District at a
general election; and
WHEREAS, the Petition states that the District shall be funded by the levying of a two
percent (2%) marketing and promotion tax pursuant to the provisions of Section 29-25-112
C.R.S.; and
WHEREAS, approval by the registered electors residing within the service area of the
proposed local marketing district of the establishment of the local marketing district and the
authorization for the levying of a two percent (2%) marketing and promotion tax to fund the
services of the local marketing district is a prerequisite to the implementation of this
Intergovernmental Agreement; and
1
WHEREAS, pursuant to the applicable statutes of the State of Colorado, the Town and
the County are authorized to enter into this Intergovernmental Agreement.
NOW, THEREFORE, IN CONSIDERATION OF THE RECITALS SET
FORTH ABOVE WHICH ARE INCORPORATED HEREIN, AND THE
COVENANTS AND CONDITIONS CONTAINED HEREIN, THE PARTIES
AGREE AS FOLLOWS:
I. Name and Purpose. The name of the District is the Estes Park Local Marketing
District (the "District"). The purpose of the District is to provide the services set forth in
Section 29-25-111 (1)(e)(I)(A), (B) and (C) C.R.S.
II. District Service Area. The District Service Area (the "Service Area") is depicted on
Exhibit A attached hereto and incorporated herein by this reference.
III. Eligible Electors. An eligible elector or registered elector of the District means an
elector as defined in Section 1-1-104 C.R.S. who has complied with the registration provisions of
the Uniform Election Code of 1992 in Latimer County, and resides within the Service Area of
the District.
IV. Elections. An election shall be held pursuant to Section 29-25-105 (6) C.R.S. for the
purpose of establishing the District pursuant to the terms and conditions of this
Intergovernmental Agreement. An election shall be held pursuant to Section 29-25-112 (1)(a)
C.R.S. for the purpose of authorizing the levying of a two percent (2%) marketing and
promotion tax on the purchase price paid or charged to persons for rooms or accommodations
located within the District. All District elections will be conducted as provided in Section 29-25-
105 (6) C.R.S. The Town and the County agree that the question of approval of this
Intergovernmental Agreement for the establishment of the District and authorization for a two
percent (2%) marketing and promotion tax shall be placed upon the General Election ballot of
November 4, 2008. Each entity shall be responsible for its share of the cost of said election
based upon the number of registered electors from each entity eligible to vote in District
elections and the formula for payment as set forth in the County Clerk and Recorder's
coordinated election agreement. If the District is established, the District shall be responsible
for reimbursing the Town and the County for all costs incurred by each entity for said election
upon receipt of marketing and promotion tax revenue. The County delegates to the Town the
authority to enter into the Agreement Concerning Election Services with the Latimer County
Clerk and Recorder for the purpose of conducting the election as part of the coordinated
General Election. The Town Clerk of the Town shall be the Designated Election Official for
the election and shall be responsible for the wording of the ballot issues and certifying the ballot
issues to the Clerk and Recorder of Latimer County, Colorado.
V. Effective Date. This Agreement shall automatically take effect upon certification of the
Clerk and Recorder of Latimer County, Colorado, that a majority of the registered electors
voting at the November 4, 2008 General Election has approved the establishment of the
District.
2
VI. Board of Directors. The Board of Directors of the District shall have all legislative
power of the District. The Board of Directors shall be composed and appointed as follows:
A. Number. The number of Directors shall be seven (7). Five (5) members shall be
appointed by the Town. Two (2) members shall be appointed by the County. Each
member shall serve a four (4) year term. The terms shall be staggered so that two (2)
members are appointed each year and one (1) member in the fourth year. All
Directors shall serve until their successor is appointed by the respective entity.
Members may serve for more than one (1) term but no more than two (2)
consecutive four year terms.
B. Residency. All appointees shall be residents of the Service Are of the District for at
least one year prior to the appointment and shall continue to be residents of the
Service Area during their entire term.
C. Officers. There shall be a Chair and a Vice -Chair. Each shall serve one (1) year
terms, beginning with the first meeting in January of each year. The Chair and Vice -
Chair may serve for two (2) consecutive terms. The Chair and Vice -Chair shall be
chosen by the members of the Board. The Vice -Chair shall serve as the Chair in
absence of the Chair.
D. Attendance. All members shall attend all meetings, including special meetings, if
possible. In the event any member misses three (3) consecutive regular meetings or a
total of four (4) regular meetings in a calendar year, the Town or the County may
remove its appointed member for neglect of duty and designate a new member to fill
the vacancy.
E. Vacancy. Any vacancy occurring on the Commission shall be filled as soon as
practical by appointment by either the Town or County.
F. Meetings. Regular meetings of the Board of Directors of the District shall be once a
month. Special meetings may be called as necessary.
G. Powers. The Board of Directors shall have all the powers set forth in the Act.
H. Quorum. The majority of the Board of Directors shall constitute a quorum. A vote
of majority of those present at a meeting shall be necessary for action by the Board.
I. Waiver of Term Limits. The Town or the County may waive the term limit set forth
in subparagraph A. above in the event that either party, in its sole discretion,
determines that there are no qualified applicants for a vacant Director position and a
term limited Director wishes to serve another term.
VII. Term. The term of the District shall be for an initial term of five years beginning on
the approval of the establishment of the District by an election (see Section IV), and continuing
until December 31, 2013. The term shall automatically extend for additional five (5) year
3
periods unless on or before July 1 of any calendar year prior to the end of any five (5) year
period, either party gives written notice to the other party terminating this Agreement. In said
event, the District shall automatically terminate on December 31 of said calendar year. Between
the date of giving the notice of termination and December 31, the District shall continue to be
in existence and have all powers as set forth herein. This Agreement nor the District may not be
terminated, repealed or rescinded so long as the District has any outstanding financial
obligations.
VIII. Distribution and Division of the Assets of the District. In the event of termination
of the District either by action of the Town and County as more fully set forth herein or by
order of any court having jurisdiction thereof, all assets of the District shall be divided between
the Town and the County based upon the percentage of marketing and promotion tax collected
from the Town and unincorporated Larimer County in the previous calendar year to the extent
feasible.
IX. Other Provisions.
A. Transition. During the period of time between the election establishing the District
and January 1, 2010 ("the transition period"), the Town shall provide a staff member
to act as administrator of the District. Also, the Town shall provide necessary office
space and support to said staff member for administration of the District. In the
transition period, the Town Attorney shall provide legal services to the District
Board. The Town Attorney shall consult with the County Attorney in any matters
affecting the unincorporated portions of Larimer County within the Service Area.
B. Automatic Termination. The parties understand and agree that in the event the
registered electors of the District fail to approve the formation of the District at the
General Election held for said purpose on November 4, 2008, this Agreement shall
automatically terminate and be of no further force and effect.
C. Enforcement. It is the intent of both the Town and County that this Agreement is
binding upon both the Town and County, and that either party hereto shall be
permitted to specifically enforce any provisions of this Agreement in a court of
competent jurisdiction.
D. Amendment. This Agreement may be amended in writing at any time by mutual
agreement of the parties.
E. Notices. All notices, demands or other documents required or desired to be given,
made or sent to the parties under this Agreement shall be made in writing, shall be
deemed effective upon mailing or personal delivery. If mailed, said notice shall be
mailed, by regular mail, postage prepaid (unless this Agreement specifically requires
certified mail) addressed as follows:
4
TOWN OF ESTES PARK
Attn. Town Administrator
Post Office Box 1200
Estes Park, CO 80517
LARIMER COUNTY BOARD OF COUNTY
COMMISSIONERS
Attn: Chair
Post Office Box 1190
Fort Collins, CO 80522
F. Governmental Immunity. The parties agree and understand that both parties are
relying on and do not waive, by any provision of this Agreement, the monetary
limitations or terms (presently One Hundred Fifty Thousand and 00/100 Dollars
($150,000) per person and Six Hundred Thousand and 00/100 ($600,000) per
occurrence) or any other rights, immunities, and protections provided by the
Colorado Governmental Immunity Act, Section 24-10-101, C.R.S., as from time to
time amended, or otherwise available to the parties or any of their officers, agents or
employees.
G. Current Year Obligations. The parties acknowledge and agree that any payments
provided for hereunder or requirements for future appropriations shall constitute
only currently budgeted expenditures of the parties. The parties' obligations under
this Agreement are subject to each individual party's annual right to budget and
appropriate the sums necessary to provide the services set forth herein. No
provision of this Agreement shall constitute a mandatory charge or requirement in
any ensuing fiscal year beyond the then current fiscal year of each individual party.
No provisions of this Agreement shall be construed or interpreted as creating a
multiple fiscal year, direct or indirect debt or other financial obligation of either or
both parties within the meaning of any constitutional or statutory debt limitation.
This Agreement shall not directly or indirectly obligate either party to make any
payments beyond those appropriated for each party's then current fiscal year. No
provision of this Agreement shall be construed to pledge or create a lien on any class
or source of either party's monies, nor shall any provision of this Agreement restrict
the future issuance of either party's bonds or any obligations payable from any class
or source of each individual party's money.
H. Operating Plan. Prior to the levying of a Marketing and Promotion Tax or
provision of services, the Town and the County shall approve an Operating Plan for
the District. The District Board shall file with each entity no later than September 30
of each year, an Operating Plan specifically identifying services to be provided by the
District, any Marketing and Promotion Tax to be imposed by the District, and such
additional information as required to inform each entity as to the activities, services,
and funding of the District in the upcoming year. The Operating Plan shall include a
proposed budget for the next fiscal year. Either the Town or the County or both
may require the District to supplement the Operating Plan or budget where
5
necessary. The Town and the County shall approve or disapprove the Operating
Plan including the proposed budget within thirty (30) days after receipt of the
Operating Plan, the proposed budget, and all additional documentation requested by
either entity but no later than December 5 of the year in which such documents are
filed. The services and financial arrangements of the District shall conform so far as
practical to the approved Operating Plan. The Operating Plan may, from time to
time, be amended by the District with the approval of the Town and County.
I. Dispute Resolution. Either the Town or the County may request mediation of any
dispute pursuant to the terms and conditions of this Intergovernmental Agreement.
The request for dispute resolution shall be submitted in writing to the other party.
The Town and the County shall participate in a dispute resolution process in good
faith. The dispute resolution process shall be concluded within sixty (60) days of
filing of the request for dispute resolution. If the dispute is not resolved by this
process, either or both parties may enforce the terms and conditions of this
Agreement as provided in Paragraph IX (C) above.
ATOWNR��p�Qa1, ith:1"te ,,
OF ES ES PARK
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BOARD OF COUNTY COMMISSIONERS OF THE
COUNTY OF LARIMER.
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Prepared by: Town of Estes Park GIS 8ervIves_88_ June, 11th 2008
To:
Honorable Mayor Pinkham
Board of Trustees
Town Administrator Halburnt
TOWN of ESTES PARK
From: Jackie Williamson, Town Clerk
Date: August 3, 2011
RE: Future Town Board Study Session Items
September 13th
2nd Quarter Financial
September 27th
Other Items Not Scheduled for Town Board Study Sessions
Town Owned Properties
Kathay Rennels — Economic Council
Mayor's right to vote (1st Quarter 2012)
Volunteer Background Checks
Communication Policy
Workforce Housing Presentation (Rita Kurelja)
Other Items Not Scheduled for Town Board Regular Meetings
Capital Asset Management Plan
Cheley Reservoir / Spring House — Authority to Sell (Ordinance)
Agreement for Water Augmentation — Cheley
LMD Branding Report
ESTES PAR(
CONVENTION
vISITOI� ipUM_AU
LOCAL MARKETING
DISTRICT
August 8, 2011
Mayor Bill Pinkham
Town of Estes Park
PO Box 1200
Estes Park, CO 80517
Dear Mayor Pinkham:
ESTES PARK'S DESTINATION
MARKETING ORGANIZATION
On behalf of the board of the Local Marketing District 1 respectfully ask the Town Trustees to consider the following
two items in preparation for the 2012 budget:
a. Office space: As noted in earlier conversations, the staff of the LMD is in dire need of additional office space.
At present, we have identified two options for meeting that need but our preferred option is to finish out the
space upstairs at the Visitor Center. Based on estimates from Scott Zurn, the build -out expenses excluding
IT, telephone, and furnishings, are estimated at $154,000. Telephone, IT, and furnishings are estimated to be
an additional $54,000. By means of this letter we are asking the Town Trustees to invest in our partnership
by absorbing the costs to build out the upstairs space, thus allowing the LMD team to remain in the building
that is broadly recognized as the hub of tourism promotion in our region. In return, the LMD will absorb the
additional costs for furnishing the space, telephone system, and computer network.
b. Marketing Investment: In the 2010 budget, and after extensive discussions about reallocating and sharing
expenses, the Trustees graciously agreed to assist the LMD's efforts by contributing almost $129,000 to our
2011 marketing budget. We believe that the Town's 2011 investment in marketing has had a direct affect on
the current year tax revenues for both the Town and the Marketing District. Therefore, we request that the
Trustees make that same commitment in their 2012 budget.
As you will see in peripheral documents presented during the August 9th work session, the LMD staff has had a busy
and successful year. The Local Marketing District looks forward to implementing destination marketing strategies
developed this year. We are especially excited about the 2012 community -wide destination branding project and the
development of a highly advanced visitor website which will better represent the character and positioning of Estes
Park, enhance the user experience, and increase visitor conversion. We are excited and confident that the impacts of
our work will continue to strengthen the position of Estes Park as the premier mountain destination in our region, and
trust you will continue to support our efforts in the year ahead.
We look forward to a continued partnership with the Town in the economic growth of the business community
through a sound and well funded marketing program. Thank you for your time and attention. 1 look forward to our
discussion on August 9111
.
Sincer
Bill Almond,
Vice -Chair
Cc: LMD Board
Peggy Campbell
Jacquie Halburnt
Estes Park Local Marketing District— 2011 Accomplishments to Date
Town Board Study Session/Local Marketing District Discussion
August 9, 2011
Overview: In our second year of operation, the Estes Park Destination Marketing
Organization, through the leadership of the LMD Board of Directors, is tracking
well to our 2011 Operating Plan and 2011 Marketing Plan.
As indicated in the 2011 Operating Plan, we continue to partner closely with
industry experts. Key strategic partners include Hill Aevium, Advertising Agency;
Pace Communications, 2012 Official Visitor Guide Publisher; Guest Research,
Visitor Study; Turner PR, Public Relations; and BrandStrategy, Destination
Branding.
Key Accomplishments 2011 YTD:
1. Developed and are implementing an integrated Estes Park Marketing Plan.
Extended goals and objectives into strategies and tactics for each DMO
department.
2. Created a more targeted group sales effort focusing on the low hanging fruit'
of weddings and reunions while expanding awareness and reach to the
SMERF (Social, Military, Educational, Religious, Fraternal), corporate and
association markets. The increased emphasis on group business directly
resulted in 2,246 additional room nights booked.
3. Established and tracking of key Estes Park tourism indicators to monitor
trends and shift direction when appropriate.
4. Significantly expanded creative assets portfolio including two new high
definition television commercials and extensive portfolio of brand new
photography.
5. Completed year -long Visitor Survey research project yielding 7,622 completed
surveys. Expanded survey through February 2011 to ensure even deeper off-
season data.
6. Initiated all new interim advertising creative in 2011 to reflect the key
positioning points acquired in the 2010-2011 visitor survey research study.
Elevated the design standards to reach the target markets more effectively.
Effort includes print ads, event posters, Internet banner ads, social media,
email marketing, and group sales proposal templates.
Page 1 of 5
Estes Park Local Marketing District — 2011 Accomplishments to Date
Town Board Study Session/Local Marketing District Discussion
August 9, 2011
7. Expanded the social media presence with branded Facebook, You Tube
Channel, and Flickr. New Facebook promotion (Rooftop Rodeo) was
implemented to strategically grow the fan base and create additional visitor
loyalty.
8. Developed and executed an RFP for a destination branding company. The
branding company has been selected and the research phase of the project is
in process.
9. Redirected the 2011 media mix due to the findings of the Guest Research
Visitor study. Increased the ratio of digital to print/broadcast mix by 10% over
2010 (35% digital in 2011). Expect to increase digital ratio again in 2012.
10. Developed and executed an RFP for a new Visitor Guide publisher. New
publisher was selected and major redesign of the 2012 Official Estes Park
Visitor Guide is well underway. This is the first change in the annual
publication in six years. The new look and feel reflects current trends in
destination visitor guides and better represents the Estes Park experience.
11. Developed and executed an RFP for Visitor Guide fulfillment services and a
vendor has been selected. This will result in a significant improvement to the
entire process including Visitor Guide delivery and more streamlined
operations (on-line). This will be the first change to our fulfillment house in
sixteen years.
Page 2 of 5
Estes Park Local Marketing District — 2011 Accomplishments to Date
Town Board Study Session/Local Marketing District Discussion
August 9, 2011
Leisure Vacation Traveler Advertising Program
■ Increased emphasis on the overnight/destination visitor with 65% of the
print/broadcast media budget targeting the overnight visitor. Aligned media
to target primary geographic markets.
■ Established enhanced tracking and reporting methods using landing pages,
analytic tracking and coded URL's.
■ Expanded online banner creative to incorporate movement and video to
portray the Estes Park experience.
■ Made extensive modifications to web site to accommodate new Google Local
Search Algorithms
■ Developed and executed an RFP process and selected and brought on a new
Pay Per Click Keyword Search Management firm to manage an effective and
efficient pay per click program
■ Implemented an Estes Park story blog that has now seen 19 posts since mid -
March. Purpose is to improve SEO but also engages visitors. Repurpose
content as appropriate.
Advertising produced and placed:
• Radio advertising campaigns for 5 major events and one ongoing general
image ad campaign.
• Two regional Newspaper Inserts promoting 5 major events and seasonal
events/calendar of events.
• 10 Denver Post newspaper ads promoting Estes Park awareness as well as
events.
• 61 magazine ads in over 25 regional and national destination traveler
magazines for March, April, May, June and fall.
• Internet banner ads for annual national and regional Colorado.com exposure
• In -state and out-of-state banner ads for Colorado.com e-newsletters
• 5 major event Internet banner ads for regional news websites
• Banner ads for behavioral and mobile advertising platforms
• Destination sponsor Page for Trip Advisor (available only to DMO's)
• Geo targeted banner ads on Trip Advisor, Facebook, and YouTube
• Two new high definition television commercials
• Increased Facebook banner advertising
Page 3 of 5
Estes Park Local Marketing District — 2011 Accomplishments to Date
Town Board Study Session/Local Marketing District Discussion
August 9, 2011
Public Relations/Communications/Social Media
• Launched our first Facebook promotion (Rooftop Rodeo), resulting in an
increase of 73% new Estes Park "friends". Feedback from Friends continues to
grow with each post.
• Completed a total e-newsletter redesign along with moving to a new email
marketing vendor partner, and carrying out a subsequent campaign that
resulted in growing the subscriber list by 91 percent from 6,360 subscribers to
12,295.
• Established Estes Park's social media presence on the web by establishing
YouTube and Flickr channels.
• Implemented a blog about Estes Park that has now seen 19 posts since mid -
March. The blog significantly increases natural search engine optimization
about Estes Park.
• Promoted Estes Park during a trip to New York to meet with editors and travel
writers of key publications such as Travel & Leisure, Sherman's Travel Media,
Brides Magazine, Conde Nast Traveler, Self, Shape, Fodor's and Meetings &
Conventions. Results to date have resulted in news/feature placements in five
of these publications.
• Hosted a total of 15 familiarization travel trips: 6 Individual US Travel Writers,
sponsored one meetings market group familiarization trip to Estes Park;
participated in one international group fam with 8 individual international
travel writers. Of the sponsored writers (five total), all have provided
coverage of Estes Park.
• Conducted two specific photo shoots with models for advertising and public
relations use to acquire new photography that aligns with marketing goals.
• Issued 15 press releases about Estes Park events and activities.
• Conducted Denver media desk side meetings to promote regional coverage of
Estes Park.
• Sponsored the Renewal of Vows event with the Stanley Hotel.
• In residual coverage from film commission efforts in 2010, the BBC's Human
Planet video of elk in Estes Park went "viral", being viewed by 773,345
viewers on YouTube.
• Moved Facebook postings in house
Page 4 of 5
Estes Park Local Marketing District — 2011 Accomplishments to Date
Town Board Study Session/Local Marketing District Discussion
August 9, 2011
Group Sales
• Hosted three Familiarization tours for Successful Meetings, Conference Direct
and Canadian travel agents (Colorado Tourism Office).
■ Ensure Estes Park is top of mind by building industry relationships through
membership in Meeting Planners International, Society of Governmental
Meeting Professionals, Colorado Society of Association Executives,
Destination Colorado and Tour Colorado.
■ Created new collateral based on interim branding: Group Request for
Proposal Template, Group Proposal, and inquiry email responses.
■ Reached out to industry partners to coordinate and evaluate key market
segments and discuss 2011/2012 marketing efforts.
▪ Participated in two multiple day destination trade shows targeting corporate,
association, and government meeting planners.
• Launched meeting planner survey in helping to evaluate potential for group
segments such as corporate, association, incentive and religious.
■ Participated in five Front Range trade shows representing various market
segments of group business including bridal shows.
■ Created all new group marketing collateral including tradeshow display
banner, proposal templates, RFP template
Established better tracking of group leads and enhancing the ability to define
the group business baseline through the use of ACT! CRM software
■ Booked 2,246 rooms directly through group sales efforts
Stakeholder/Community Relations
• Launched stakeholder e-newsletter with new design and more compelling
content
• Planned and hosted 2nd annual LMD stakeholder conference
• Continued to strengthen relationships with stakeholders and partners such
as Local tourism associations, service associations, CTO, CADMO, etc.
• Collected $249,160 in stakeholder services fees
Page 5of5
Estes Park Local Marketing District
Key Indicator Report
August 9, 2011
YTD Tracking & Reporting
2010 VERSUS 2011 ACTUALS & GOALS:
CATEGORY
LMD Lodging Tax
Y T D
2010
$105,610
Y-T-D
2011.
$119,983
Y T D
Report
Month :
1st Quar
Annual ;
2011 Goal
Increase 3%
Annual
2011 Goal
1,288,142
3.61%
EP Sales Tax Lodging
$250,800
$311,214May1,
�24 09oa
Increase 3%
821,892
1 82i 892
E-Newsletter Subscribers
6,360
12,295
2;07 d9%
July
Increase 51%
9,929
Total Publicity Value *
438,455
246,651
:<2� 00%
July
Increase 5%
1,004,605
Total Website Visits
706,361
763,618
8 11°./�
July
Increase 3%
1,188,513
Facebook Fans
1,983
3,430
00%
July
Increase 66%
3,100
V-G Mailed to Households
76,636
78,283
2 15%
July
Increase 6%
105,365
V-G Page Views **
12,805
190,376
386.73°
July
90,000
90,000
V-G PDF Downloads **
31,412
13,502
05 p57 02°0
July
Increase 10%
42,243
Qualified Group Leads
N/A
83
5 ' z `p=
July
200
200
OTHER COMMUNITY BAROMETERS:
CATEGORY
EP Total Sales Tax
Y-T-D
2010
$1,633,729
Y-T-D
2011
$1,701,455
T D . '
%o Diff = ,
Report
Month
May
2010
Actual
7,007,092
?1 5%
EP Dining Sales Tax
$346,377
$315,827_
5,..82%o
May
1,416,107
EP Shopping Sales Tax
$258,948
$263,681
%
May
1,360,742
Occupancy Rate
0.34
0.36
AY 76°%o
June
48.10%
Ave. Daily Rate
$123.68
$118.11
" - 50%
June
$154.15
Visitor Center Traffic
183,203
220,764
2OE5 %
July
324,978
Visitor Center Calls
14,406
12,340
ems.
14M34%
July
24,179
RMNP Visitor Counts
935,261
957,237
. 2:3%0
June
3,126,446
* Last year's PR for the full year ending in December resulted in 50 placements. Through June there have been 63 placements. In addition,
there have been significantly more web story placements that are not nationally valued. National placements have been substantial and include
coverage in publications such as Travel & Leisure, Brides, Every Day with Rachael Ray and the Chicago Tribune.
** The substantial uptick in Visitor Guide page views using page -turning software is directly related to the decline in pdfdownloads.
Local Marketing District
2011 BUDGET
Budget Budget
2010 2011
Revenues
Intergovernmental (Visitor Guide) $196,985 $197,000
2% Tax 1,235,000 1,272,050
Stakeholder Services 0 250,000
Town of Estes Park Marketing Investment 128,985
Other 0 0
Investment 0 0
Total Revenues
Expenses
Personnel Services
LMD Portion
Operations & Maintenance
Total Current Expenses
Total Expenses
$1,431,985 $1,848,035
28,000 502,321
28,000 502,321
1,404,577 1,719,414
1,432,577 2,221,735
1,432,577 2,221,735
Excess (deficiency) of revenues over (592) (373,700)
expenditures
Other financing sources (transfers in) 0 0
Other financing uses (transfers out) 0 0
Increase (decrease) in fund balance (592) (373,700)
Beginning Fund balance 1,175,436 1,174,844
Ending Fund balance $1,174,844 $801,144
RESTRICTIONS
TABOR reserve: 3% of expenditures 42,977 66,652
DETAILS
2010 2011
LMD LMD
Personnel services 28,000 502,321
Operations & Maintenance
1 Media - traditional 545,244 520,000
2 Media -Internet 116,751 280,000
3 Production & Distribution 129,300 105,000
4 PR Firm - out of State 25,000 44,000
5 Event promo press release N/A N/A
6 Design photo print prod N/A N/A
7 Media - social N/A 7,000
8 Film Commission 1,200 500
9 Stakeholder Communications N/A 7,000
10 In -State CVB Expenses 3,750 10,000
11 Email Marketing N/A 7,700
12 Trade Shows N/A 7,300
13 Marketing N/A 7,000
14 Lunch/Dinner Meetings N/A 4,100
15 New Product Development N/A 10,000
16 Research 30,170 43,700
17 Website 45,000 110,000
18 Rebranding 30,000 90,000
19 New Creative/Advertising Agency 44,000 40,000
20 New Photography/Footage N/A 40,000
21 Contingency (1) 160,000 50,000
22 Membership 6,630 10,275
23 Education 7,650 17,500
24 Cell phone & Mileage N/A 6,100
25 Legal 5,000 5,000
26 Office Space Configuration N/A 5,000
27 Upgrade PC/Software N/A 4,000
28 IT Support 9,000 15,606
29 Bookkeeping 5,000 10,000
30 Audit 5,000 5,000
31 Contingencies (2) 500 10,000
32 Office Supplies, Postage, Printing N/A 6,000
33 Rent N/A 26,496
34 Payroll processing N/A 5,000
35 Visitor Guide Expenses 187,227 197,000
36 Web maintenance 9,200 N/A
37 Property/liability insurance N/A N/A
38 Employee recognition N/A N/A
39 Bank charges N/A N/A
40 Dues & subscriptions N/A N/A
41 Consulting N/A N/A
42 Election expense N/A N/A
43 Group sales 38,955 N/A
44 1/2 visitors Center FTE N/A 13,137
Total 1,404,577 1,719,414
10:42 AM Estes Park Local Marketing District
07/28111
Accrual Basis
Balance Sheet
As of December 31, 2010
ASSETS
Current Assets
Checking/Savings
1200 • Checking/Savings
1210 • FNB Estes Park
1220 • Bank of Colorado
1220-1 • Bank of CO Stakeholder Checking
1220-2 • Bank of CO MMA
Total 1220 • Bank of Colorado
1230 Bank of CO CD-942
1290 • Petty Cash
Dec 31, 10
915, 956.90
1,115.10
250, 018.02
251,133.12
25,251.78
100.00
Total 1200 • CheckinglSavings 1,192,441.80
Total Checking/Savings
Other Current Assets
1300 • LMD Taxes Rec-CO Dept Revenue
Total Other Current Assets
1,192,441.80
158,185.97
158,185.97
Total Current Assets 1,350,627.77
Fixed Assets
1400 • Fixed Assets
1410 • Equipment
1400 • Fixed Assets - Other
Total 1400 • Fixed Assets
Total Fixed Assets
TOTAL ASSETS
LIABILITIES & EQUITY
Liabilities
Current Liabilities
Accounts Payable
2000 • Accounts Payable
8,222.81
-8,222.81
0.00
0.00
1,350,627.77
141,625.11
Total Accounts Payable 141,625.11
Total Current Liabilities 141,625.11
Total Liabilities 141,625.11
Equity
2600 • Equity
2620 • 2009 (Net) District Tax Revenue 1,175,436.06
Total 2600 • Equity 1,175,436.06
Net Income 33,566.60
Total Equity 1,209,002.66
TOTAL LIABILITIES & EQUITY 1,350,627.77
For Management Purposes Only Page 1
1o:5zAM Estes Park Local Marketing District
07/28/11 Profit & Loss Budget vs. Actual
Accrual Basis January through December 2010
Ord€naryIncome1Expense
income
3000 • District Tax Fund
3100 - Visitor's Guide inc-2010 CIO
3300 • Visitor Guide-10 Collect
3600 - Work Camp Dividend Income
Total Income
Jan - Dec 10 Budget S Over Budget %of Budget
1,250,537.60
170,395.09
1,750.00
6,643.00
1,321,137.00
185,000.00
-70,599.40 94.7%
-14,605.00 92.1%
1,429,325.60 1,506,137.00
-76,811.40 94.9%
Expense
3902.Other
Front Range Region CTO 3 2,900.00 2,000.00 0.00 100.0%
Total 3902. other
2,000,00 2,000,00 0.00 100.0%
3904 • 0perat€ng Expenses
Cell Phone 1,476.86 2,000.00 -523.14 73.8%
IT Support 6,344.10 7,200,00-655.90 88.1 %
IT support $2400 TOEP 52000 555 4,114.70 4,400.00-285.30 93.5%
Mileage 967,25 2,300.00 -1.332.75 42.1%
3904. Operating Expenses - Other 32,00
Total 3904. 0peratng Expenses 12,934.91 15,900.00-2,965,09 81.4%
3906 • Search Marketing Firm 0.00 25,000.00 -25,000.00 0.0%
3916 - Advertising Media On -Line
3917 • Meetings - 0n-Llne Websites 2,395,00 3,000,00 .605.00 79.8%
3918 • Reunions- On -Line 0.00 200.00-200.00 0.0%
3919 • Tours - On-line 0.00 1,800.00-1,800.00 0.0%
3920 • Weddings - On -Line
3921 - Listings on 8 Websites 39,99 2,000.00 -1,960.01 2.0%
Total 3920 • Weddings - On -Line 39.99 2,000.00-1,96001 2.0%
Tatal 3916 • Advertising Media On -Line
2,434.99 7,000.00-4,565.01 34,8%
3928 • Administration (Reimb TOEP) 23,717.83 20,000.00 3,717.83 118.6 %
4000 - Traditional MedialLeisure
4100 • Print Media
4101 • NatlReg Magazines 20 ttl-57 ins 197,425.80 215,488.00 -18,062.20 91.6%
4102 • Reg News Denver Post & FR Daily 114,638,88 100,665.00 13,973.88 113.9%
4103 • Front Range Qtr Ins 7 Denys 31,561.93 36,700,00-5,138.07 86.0%
4104 • State Vacation Guide FP TbI Con 16,750.00 16,000.00 750,00 104.7 %
4105 • State Vacation Guide List 5 Evt 0,00 1,825.00-1,825.00 0.0%
4107 • AAA CO/Utah TourBook 9,125.60 9,126.00 -0.40 100.0%
4109 • Trailer Lite 3,487.00 3,900,00 -413.00 89,4%
Total 4100 • Print Media
4290 • Broadcast Media
4201 • Denver TV - 2 Chan 2 Qtr
4202 • Jazz Fest Radio - 3 Stations
4203 • Rooftop Rodeo -1 Station
4204 • ScotsFest Radio - 1 Station
4205 • Elk Fest Radio - 4 Stations
4206 • X-Mas Parade Radio - 3 Stations
Total 4200 - Broadcast Media
Total 4000 • Traditional Media/Leisure
4400 • Internet MedialLelsure
4410 • Colarado,com Campaigns
4420 • Keyword Search Campaigns
4430 • Denver News Media Web Sites (3)
Total 4400 • Internet Media/Leisure
4600 • Production & Dlstrib!Lelsure
4610 • Colateral Production & Dist
Wool Market Booklet
3901 • Visitors Guide Dist Cont
4611 • Posters/RackiSupport 5 Event
4612 • Real Rocky Brochure
4613 • Events Brochure 60,000
Total 4610 • Collateral Production & Dist
4660 • Ad Production
4651 • Newspaper approx 11 ads
4652 • Magazine - ads, photo use fees
4653 • Front Range Qrt Insert 200,000
4665 • Television High Der revisions
4656 • Internet Display Ads
6053 • AAA CO/Utah TourBook -1 ad
372,989,21 383,704.0D -10,714.79 97.2%
92.565.00
3,240.00
4,774.00
11,750.00
3,896,00
4,523.00
120,746.00
493,737.21
25,625.06
130,001.80
26,584.27
2,695.83
0.00
4,483,70
20,476,65
4,364.00
94,154,00
3,160.00
4,464,00
6,255.00
4,339.00
6,255.00
118,627.00
502,331.00
23,000.00
89,674,00
39,032,00
-1,589.60
80,00
310.00
5,495.00
-443.00
-1,732.00
2,121.00
-8,593,79
2,625,00
40,127,80
-12,447.73
98.3%
102.5%
106.9%
187.8%
89.8%
72.3%
101.8%
111.4%
144.6%
68.1%
98.3%
182,211.07 151,006.00 30,305.07 119.9%
4,805,00
20,000.00
7,485.00
18,300.00
4,000.00
-2,109.17
-20,000,00
-3,001.30
2,116.55
364.00
56.1%
0.0%
59.9 %
111.5%
109,1%
32,020.18 54,650.00 -22,629.82 58.6%
2,399.24
7,523.50
41,300.00
0.00
2.555.00
935.00
6,000.00
14,000,00
43,782.00
9,000.00
6,656.00
1,125.00
-3,600.76
-6,476.50
-2.482.00
-4,000.00
-4,101,00
-190.00
40.0%
53,7%
94.3 %
0.0%
38.4%
83.1%
Total 4650 • Ad Production 54,712.74 80,563.00 -25.850.26 67.9%
4600 • Production d< DlstriblLelsure - Other 300.00
Total 4600 - Production & Dtstrlb!Leisure 87,032.92 135,213.00
4700 • Research
3905 • Visitor Study 28,599.84 17,250.00 11.349.84 165.8%
4740 • Conversion Study 4,167.00 9,320.00 -5,153.00 44.7%
4745 • Rocky Mtn Lodging Fcst Report 4,500.00 3,600.00 900.00 125.0%
Total 4700 • Research
-48,180.06 64.4%
37,266.84 30,170.00 7,096.84 123.5%
For Management Purposes Only Page 1
10:52 AM Estes Park Local Marketing District
07(28111 Profit & Loss Budget vs. Actual
Accrual Basis January through December 2010
Ordinary Income/Expense
Income
3000 - District Tax Fund
3100 • Visitors Guide Inc•2010 CIO
3300 - Visitor Guide-10 Collect
3600 • Work Comp Dividend Income
Jan - Dec 10 Budget $ Over Budget k of Budget
1,250,537.60
170,395.00
1,750.00
6,643.00
1,321,137.00
185,000,00
-70,599.40 94.7%
-14,605.00 92.1%
Total income 1,429,325.60 1,506,137.00
Expense
3902. Other
Front Range Region CTO 3 2,000.06 2,000,00 0.00 100.0 %
-76,811.40 94,9%
Total 3902. Other 2,000.00 2,000.00 0.00 100,0%
3904. Operating Expenses
Cell Phone 1,476.86 2,000.00 -523.14 73.8%
IT Support 6,344.10 7,200,00 -855.90 88.1 %
IT Support $2400 TOEP $2000 SSS 4,114,70 4,400.00-285,30 93.5%
Mileage 967.25 2,300.00 -1,332.75 42.1%
3904. Operating Expenses - Other 32.00
Tote 3904.Operating Expenses 12,934.91 15,900.00 -2,965.09 61.4%
3906 • Search Marketing Firm 0.00 25,000.00 -25,000.00 0,0%
3916 • Advertising Media On -Line
3917 • Meetings - On -Line Websites 2,395.00 3,000,00-605.00 79.8%
3918 • Reunions - On -Line 0.00 200.00 -200.00 0.0%
3919 • Tours - On-line 0.00 1,800.00 -1,800.00 0.0 %
3920 • Weddings- On -Line
3921 • Listings on 8 Websites 39.99 2,000.00-100.01 2.0%
Total 3920 • Weddings - On -Line 39.99 2,000,110 -1,960.01 2.0%
Total 3916 • Advertising Media On•Line
2,434.99 7,000.00 .4,565.01 34,8%
3928 • Administration (Reimb TOEP) 23,717.83 20,000,00 3,717.83 118.6%
4000 - Traditional Media/Leisure
4100 • Point Media
4101 • NatlReg Magazines 20 ttl-57 Ins 197,425.80 215,488.00 -18,062.20 91.6 %
4102 - Reg News Denver Post & FR Daily 114,638.88 100,665.00 13,973.86 113,9%
4103- Front Range Qtr ins 7 Dailys 31.561.93 36,700,00-6,138.07 86.0 %
4104 • State Vacation Guide FP Tbl Con 16,750.00 16,000.00 750.00 104.7%
4105 - State Vacation Guide List 5 Evt 0.00 1,825.00 -1,825.00 0,0%
4107 • AAA COlUtah TourBook 9,125.60 9.126,00 -0.40 100.0 %
4108 • Trailer Life 3,487.00 3,900.00 -413,00 89.4%
Total 4100 • Print Media 372,989.21 383,704.00 -10,714.79 97.2%
4200 • Broadcast Media
4201 • Denver TV - 2 Chan 2 Qtr 92,565.00 94,154.00 -1,589.00 98.3%
4202 • Jazz Fest Radio - 3 Stations 3,240.00 3,160.00 80.00 102.5%
4203 • Rooftop Rodeo -1 Station 4,774.00 4,464.00 310.00 106.9%
4204 • ScotsFest Radio - 1 Station 11,750.00 6,255,00 5,495.00 187.8%
4205 • Elk Fest Radio- 4 Stations 3,896.00 4,339.00 -443,00 89.8%
4206 • X-Mas Parade Radio - 3 Stations 4,523.00 6,255.00 -1,732.00 72.3%
Total4200. Broadcast Media
Total 4000 • Traditional MedialLelsure
4400 • Internet Media/Leisure
4410 • Colorado.com Campaigns
4420 • Keyword Search Campaigns
4430 • Denver News Media Web Sites (3)
120,748,00
493,737.21
25,625.00
130,001.80
26,584.27
118,627.00
502,331.00
23,000.00
89,674.00
39,032,00
2,121,00
-8,593.79
2,625,00
40,127.80
-12,447.73
101,8%
111,4%
144.6 %
68.1 %
98.3%
Total 4400 - Internet Media/Leisure 182,211.07 151,900.00 30,305.07 119.9%
4600 • Production & Dlstdb/Leisure
4010 • Collateral Production & Dist
Wool Market Booklet 2.695,83 4,805.00 -2,109,17 56.1%
3901 • Visitors Guide Dist Cont 0.00 20,006.00 -20,000.00 0.0m
4611 - Posters/RacklSupport 5 Event 4,483.70 7,485.00 -3,001.36 5a.evo
4612 - Real Rocky Brochure 20.476.55 18,360.00 2,116.65 111.5%
4613 • Events Brochure 60,000 4,364,00 4,000.00 364,00 109.1 %
Total 4610 • Collateral Production & Dist 32,020.18 54.650,00 -22,629.82 58.6 %
4660 • Ad Production
4661 • Newspaperapprax 11 ads 2,399,24 6,000,00-3,600,76 40.0%
4652 • Magazine - ads, photo use fees 7,523.50 14,000.00 -6,476,50 53.7%
4553 • Front Range Oa Insert 200,000 41,300.00 43,782.00 -2,482.00 94,3 %
4555 • Television Hlgh Def revisions 0.00 9,000.00 -9,000.00 0,0%
4656 - Internet Display Ads 2,555.00 6,655.00-4,101.00 36.4 %
6053 • AAA CO/Utah TourBook-1 ad 935,00 1,125.00-190.00 83.1%
Total 4650 • Ad Production
4600 • Production & Dlstrib)Lelsure - Other
Total 4600 - Production & Dlstrib/Leisure
4700• Research
3905 • Visitor Study
4740 • Conversion Study
4745 • Rocky Mtn Lodging Fest Report
Total 4700 • Research
54,712.74 80,563.00
300.00
87, 032.92 135,213.00
28,599.84
4,167.00
4,500.00
17,250.00
9,320.00
3,600.00
-25,850.28 67.9%
-48.180.08 64.4%
11,349.84
-5,153.00
900.00
165.8 %
44.7%
125.0%
37,266.84 30,170.00 7,098.84 123.5%
For Management Purposes Only Page 1
10:52 AM
07)28111
Accrual Basis
4750 • Website
4751 • Current
4752 • New
Total 4750 • Website
4800 • Rebranding
4850 • Contingency (B&S)
5000 • Traditional Media/Groups
3907 • Meetings - Print
3908 • Annual Membership Directory Ad
3909 • SucceuSTuI Meetings (1 Issue)
3910 • Meeting Professionals fnt'I (1)
3911 • Colorado Meetings & Events (3)
Total 3907 • Meetings - Print
3912 • Reunions- Print
3913 • Reunions Mug Annual Directory
Total 3912 • Reunions - Print
3914 • Tours - Print
3915 • Tours Print - Student Magazine
Total 3914 • Tours - Print
Total 5000 • Traditional Media/Groups
6100 • Prod & DIstribution)Groups
3922 • Ad Design
Total 5100 - Prod & Distribution/Groups
5200 • Trade Shows
3923 • Front Range Trade Shows
5210 • Bridal Shows (3 Front Range(
5220 . Meeting Industry Council
5230 • Successful Meetings
5240 • Meeting Professional Intl
5250 • TBD Trade Show
Total 5200 • Trade Shows
5300 - Farn Tour Marketing Exp
3924 • Marketing Expenses
3925 • Farm Tour/Sponsorship Expenses
5310 - FAM Tour Marketln Exp
Total 5300 • Fam Tour Marketing Exp
6000 • Audit
6200 Bookkeeping
6400 • Contingencies (Gen Op)
6600 • Admin AssilStaff (Reimb TOEP(
3927 • Staff Adjustments
6610 • Salaries
Total 6600 • Admin Asst!Staff (Reimb TOEP)
6700 • Payroll Processing & HR
6800 • Legal
7000. Office Sup,Pastage,Printing
7600. Office Space Conflg for1FTE
8000 • Cell Phone & Mileage
8030 • Cell Phone & Mileage -Exec Dir
8031 • Cell Phone - Director
8032 • Mileage - Director
Total 8030 • Cell Phone & Mileage -Exec Dir
Total 8000 • Coll Phone & Mileage
8100 • Education
8120 • CO Governors Tourism Conference
8130 • CO Society of Assoc Executives
8140 • Destination Mktg Assoc int DMAI
8141 • DMAI-Groups
8143 • DMAI - Director
8140 • Destination Mktg Assoc int DMAL - Other
Total 8140 • Destination Mktg Assoc int DMAI
8160 - Industry Meetings - Director
8165 • PRSA Seminar -PR
8170 • Society of Gov Meeting Plannner
Total 8100 • Education
8200 • IT Support
8210 - IT Support - Adv
Total 8200 • IT Support
8300 • Lunch/Dinner Meetings
8400 • Membership
3929 - Estes Valley Partners for Comm
8430 • CO Society of Assoc Executives
8431 • Destination Colorado
8432 - Estes Park Lodging Assoc.
Estes Park Local Marketing District
Profit & Loss Budget vs. Actual
January through December 2010
Jan - Dec 10 Budget S Over Budget % of Budget
17,138.83
0.00
17,138,83
9,200.00
45,000.00
54,200.00
7,238.83
-45,000.00
-37,061.17
186.3%
0.0%
31.6%
0.00 30,000.06 30,000.00 0,0%
188.884.57 150,000.00 38,864.57 125.9%
2,275.00
0,00
3,417.85
2,100.00
7,792,85
998.00
1,000.00
3,000.00
3,500.00
2,500.00
1,275.00
-3,000.00
-82.15
-400.00
10,000.00 -2,207.15
227.5%
0.0%
97.7%
84.0%
600.00 398.00 166.3%
77.9%
998,00 600.00 398,00 166.3%
0.00 1,500.00 -1,500.00
0.00 1,500.00 -1,500.00
8,790.85 12,100,00
0.0%
0.0%
-3,309.15 72.7 %
930.00 2,000.00 -1,070.00 46.5%
930.00 2,000.00 -1,070.00 46.5%
0.00 1,000.00 -1,000.00 0.0%
857.08 2,400.00 -1,542.92 35.74O
866.47 900.00 -33.53 96.3%
0.00 750.00 -750.00 0.0%
370.12 750.00 -379.88 49.3%
1,250.09 1,500.06 -250.00 83.3%
3,343.67 7.300.00 -3,956.33 45.8 %
1,716.05
2,502.21
0.00
4,218.26
4,500.00
5,583.70
6,148.88
12,313.24
28,330.94
40,644.18
1,203.82
1,446.05
16,841.10
1,791.00
2,200.00
4,000.00
700.00
6,900.00
5,000,00
5,000.00
10,000,00
13,000.00
25,000.00
38,000.00
1,600.00
5,000.00
6,000.00
5,000.00
-483,95
-1,497.79
-700.00
-2,681.74
-500.00
583.70
-3.851.12
-686.76 •
3,330.94
2,644.18
-396.18
-3,553.95
10,841.10
-3,209.00
78.0%
62.fi %
0.0%
94.7%
113.3%
1,121.88 1,000.00 121.88 112.2%
234.00 500.00 4256.00 46.8%
1,355,88
1,355.88
1,500.00
1,500.00
-144.12
-144.12
90.4%
1,286,78 1,800.00 -513.22 71.515
593.40 750.00 -156.60 79.1 %
2,350.37
2.490.54
0.00
4,500.00
2,000.00
1,100.00
-2,149.63
490.54
-1,100.00
52.2%
124.5 %
0.0%
4,840.91 7,600,00 -2,759.09 63.7%
164.31
112.99
0.00
6,998.39
1,117.20
1,117.20
1,274.83
0.00
310.00
550,00
175.00
500,00
1,400.00
750.00
12,806,00
2,400.00
2,400,00
100.00
395.00
495.00
75.00
500.00
-335.69
-1,287.01
-750.00
-5,801.61
-1.282.80
-1,282.80
-100.00
-85.00
55.00
100.00
774.83
32.9%
8.1 %
0.0%
46,6%
0,0%
78,5%
111.1%
233.3 %
61.1 %
90.0 %
111.7%
61.5%
107.0 %
75.2 %
28.9%
280.7%
35.5 %
90.4%
54.7%
46.6%
255.0%
For Management Purposes Only
Page 2
10:52AM Estes Park Local Marketing District
07128111 Profit & Loss Budget vs. Actual
Accrual Basis January through December 2010
8433 • Estes Park Wedding Assoc.
8434 • Meeting Professionals Intl
8435 • Society of Govern Mtg Planners
8436 • Tour Colorado
8460 • CACEP Sponsorship
8451 • Colorado Assoc. of DMOs
8452 • DMAI
8453 • Travel Industry Assoc of CO
8454 • VISIT DENVER - Denver CVB
8470 • Memberships -PR
Total 8400 • Membership
8500 • Fltm Commission
8650 • PR Firm
8700 • PR Promotions
3931 • Photography Purchase & Use fees
8710•Program Measurement
8720 • Promotions
3930 • Society of Am Travel Writers
8721 • Park Pass/EntertalniMileagerfip
8722 • Qtrly CO Tourism Press Briefing
Total 8720 • Promotions
Jan - Dec 10 Budget $ Over Budget % of Budget
200.00
308.75
300.00
450.00
365.00
1,000.06
1,100.00
1,150.00
525.00
0.00
200.00
495.00
495.00
595.00
500.00
1,000.00
500.00
525.00
300.00
6,433.75 5,675.90
0.00
37,328,45
1,200.00
44,600.00
0.00
-186.25
-195.00
-145,00
.135.00
0.00
550.00
0,00
-300.00
100,0%
62.4%
60.6%
75.6%
73.0%
100.0%
230,0%
100.0%
0.0 %
758.75 113A9i,
-1,200,00
-5,671.55
32.30 3,220.00 -3,187.70
4,204.70 4,492.00 -287.30
0.00
1,613.42
225.00
250.00
825.00
615.00
1,838.42 1,590.00
8700 • PR Promotions - Other 211.20
Total 8700 • PR Promotions
8800 • eMail MarketingleNews
8910 • eNewsletter Annual Fee
8820 • eMail Mktg Template Development
Total 8800 - eMail MarketingleNews
9100 • Stakeholder Communications
3934 • Stakeholder eNewsletter
9110 • Stakeholder Educational Mtgs
9140 • Stakeholder Surrey
Total 9100 • Stakeholder Communications
9400 • New Product Development
9600.OVG Expenses
3933 • Proofs
9610 • Sales Commission (relmb TOEP)
9620 • Postage & Fulfillment
9625 • Production
9630 • Photo Fees
9650 • Admin Exp (Promo Plece-Mailing)
9660 • Printing
9670 • Contingency
Total 9600 . OVG Expenses
Total Expense
Net Ordinary Income
Otherincome/Expense
Other Income
3800 • Interest Income
Total Other Income
Net Other Income
Net Income
6,285.62 9,402.00
635.25
0,00
635.25
181.50
2,295.81
0,00
2,477.31
328.51
12,052.53
105,493.98
20,000.00
300.00
954.16
50,627.85,
0.00
1,090.00
750.00
1,840.00
700.00
3,000.00
500.00
4,200,00
0.00 10,000.00
600.00
10,000,00
51, 845.00
20,000.00
5,000.00
3,500.00
53,925.00
130.00
189,757.04 145,000.00
-250.00
788.42
-390.00
1.0%
93,6%
0.0%
195.6%
36.6%
148.42 108.8 %
0.5%
84.8%
-3,115.38 66.9%
-454.75
-750.00
-1,204,75
-518.50
-704.19
-500.00
-1,722.69
58,3%
0.0%
25.9%
76.5%
0.0%
34.5%
59.0%
-10,090,00 0.0%
-271.49
2,052.53
53,648.98
0.00
-4,700.00
-2,545,84
-3,297.14
-130.00
54.8%
120.5%
203.5%
100.0 %
6.0%
27.3%
93.9%
0.0%
44,757.04 130.9%
1,396,465.40 1,465,137.0D
-69,671.60 95.2 %
32,860.20 40,000.00 -7,139,80 82.2%
706.40
706.40
706.40 0.00
33,666,69 40,000.00
706.40 100.03'
-6,433.40 83.9 %
For Management Purposes Only
Page 3
Swanhorst & Company LLC
Cut -lined Public Account,,,
June 22, 2011
Board of Directors
Estes Park Local Marketing District
- Estes Park, Colorado
We have audited the financial statements of the Estes Park Local Marketing District (the "District") as of and for the
year ended December 31, 2010, and have issued our report thereon dated June 22, 2011. These financial statements
are reported in the financial statements of the Town of Estes Park because the District is component unit ofthe Town.
Professional standards require that we provide you with the following information related to our audit.
Our Responsibility under Generally Accepted Auditing Standards
As stated in our engagement letter, our responsibility, as described by professional standards, is to express opinions
about whether the financial statements prepared by management with your oversight are fairly presented, in all
material respects, in conformity with accounting principles generally accepted in the United States of America. Our
audit of the financial statements does not relieve you or management of your responsibilities.
Because an audit is designed to provide reasonable, but not absolute, assurance and because we did not perform a
detailed examination of all transactions, there is a risk that material misstatements or noncompliance may exist and
not be detected by us. In addition, an audit is not designed to detect immaterial misstatements or violations of laws
or regulations that do not have a direct and material effect on the financial statements.
As part of our audit, we considered the internal control and material compliance of the District. Such considerations
were solely for the purpose of determining our audit procedures and not to provide any assurance concerning such
internal control or compliance.
We are responsible for communicating significant matters related to the audit that are, in our professional judgment,
relevant to your responsibilities in overseeing the financial reporting process. However, we are not requ ired to design
procedures specifically to identify such matters.
Significant Accounting Policies
Management has the responsibility for selection and use of appropriate accounting policies. In accordance with the
terms of our engagement letter, we will advise management aboutthe appropriateness of accounting policies and their
application. No n.ew accounting policies were adopted and the application of existing policies was not changed
during the year. We noted no transactions entered into by the District during the year that were both significant and
unusual, and of which, under professional standards, we are required to inform you, or transactions for which there
is a lack of authoritative guidance or consensus.
8400 E. Crescent Parkway • Suite 600 • Greenwood Village, CO 80111 • (720) 528-4306 Fax: (720) 528-4307
Accounting Estimates
Accounting estimates are an integral part of the financial statements prepared by management and are based on
management's current judgments. Certain accounting estimates are particularly sensitive because of their
significance to the financial statements and because of the possibility that future events affecting them may differ
significantly from management's current judgments. We evaluated the key factors and assumptions used to develop
the significant estimates in determining that they are reasonable in relation to the financial statements taken as a
whole.
Significant Audit Adjustments
Professional standards require us to accumulate all known and likely misstatements identified during the audit
process, other than those that are trivial, and communicate them to the appropriate level of management. Those
standards define a significant audit adjustment as a proposed correction of the financial statements that, in our
judgment, may not have been detected except through our auditing procedures. An audit adjustment may or may not
indicate matters that could have a significant effect on the District's financial reporting process (that is, cause future
financial statements to be materially misstated). Management has determined that the effects of the uncorrected
misstatements are immaterial, both individually and in the aggregate, to the financial statements taken as a whole.
We identified one misstatement as a result of our audit procedures which was corrected by management. This
adjustment reclassified capital asset purchases from assets to expenditures because the District uses the modified
accrual basis of accounting. In addition, the cost of these items was less than the capitalization limit set by the
District, and would not be capitalized.
Disagreements with Management
For purposes of this letter, professional standards define a disagreement with management as a matter, whether or
not resolved to our satisfaction, concerning a financial accounting, reporting, or auditing matter that could be
significant to the financial statements or the auditors' report. No such disagreements arose during the course of our
audit.
Consultations with Other Independent Accountants
In some cases, management may decide to consult with other accountants about auditing and accounting matters,
similar to obtaining a "second opinion" on certain situations. If a consultation involves the application of an
accounting principle to the District's financial statements or a determination of the type of auditors' opinion that may
be expressed on those statements, our professional standards require the consulting accountant to check with us to
determine that the consultant has all the relevant facts. To our knowledge, there were no such consultations with
other accountants.
Issues Discussed Prior to Retention of Independent Auditors
We generally discuss a variety of matters, including the application of accounting principles and auditing standards,
with management prior to retention as the District's auditors. However, these discussions occurred in the normal
course of our professional relationship and the responses were not a condition to our retention.
Difficulties Encountered in Performing the Audit
We encountered no difficulties dealing with management during the audit process.
2
Other Information
Accounting Policies and Procedures
We continue to recommend that the District prepare written accounting policies and procedures that establish
appropriate internal controls for the District.
Conclusion
We wouldlike to thank Peggy Campbell and Kathy Asche for their assistance during the audit process.
This report is intended solely for the information and use of the Board of Directors and management of the Estes Park
Local Marketing District and is not intended to be and should not be used by anyone other than these specified
parties.
Very truly yours,
Swanhorst & Company LLC
3
10:42 AM
07128/11
Accrual Basis
Estes Park Local Marketing District
Balance Sheet
As of December 31, 2010
ASSETS
Current Assets
Checking/Savings
1200 • Checking/Savings
1210 • FNB Estes Park
1220 • Bank of Colorado
1220-1 • Bank of CO Stakeholder Checking
1220-2 • Bank of CO MMA
Total 1220 • Bank of Colorado
1230 • Bank of CO CD-942
1290 • Petty Cash
Dec 31, 10
915,956.90
1,115.10
250,018.02
251,133.12
25,251.78
100.00
Total 1200 • Checking/Savings 1,192,441.80
Total Checking/Savings
Other Current Assets
1300 • LMD Taxes Rec-CO Dept Revenue
Total Other Current Assets
1,192,441.80
158,185.97
158,185.97
Total Current Assets 1,350,627.77
Fixed Assets
1400 • Fixed Assets
1410 • Equipment 8,222.81
1400 • Fixed Assets - Other -8,222,81
Total 1400 • Fixed Assets
Total Fixed Assets
TOTAL ASSETS
LIABILITIES & EQUITY
Liabilities
Current Liabilities
Accounts Payable
2000 • Accounts Payable
0.00
0.00
1,350,627.77
141,625.11
Total Accounts Payable 141,625.11
Total Current Liabilities 141,625.11
Total Liabilities 141,625.11
Equity
2600 • Equity
2620 • 2009 (Net) District Tax Revenue 1,175,436.06
Total 2600 • Equity 1,175,436.06
Net income 33,566.60
Total Equity 1,209,002.66
TOTAL LIABILITIES & EQUITY 1,350,627.77
For Management Purposes Only Page 1
10:48 AM
07/28/11
Accrual Basis
Estes Park Local Marketing District
Profit & Loss
January through December 2010
Ordinary Income/Expense
income
3000 • District Tax Fund
3100 • Visitors Guide Inc-2010 CIO
3300 • Visitor Guide-10 Collect
3600 Work Comp Dividend Income
Jan - Dec 10
1,250,537.50
170,395.00
1.750.00
6,643.00
Total Income 1,429,325.60
Expense
3902 • Other
Front Range Region CTO 3 2,000.00
Total 3902 • Other 2,000.00
3904. Operating Expenses
CeII Phone 1,476.86
IT Support 6,344.10
IT Support $2400 TOEP $2000 SSS 4,114.70
Mileage 967.25
3904 • Operating Expenses - Other 32.00
Total 3904. Operating Expenses 12,934.91
3916 • Advertising Media On -Line
3917 • Meetings - On -Line Websites 2,395.00
3920 • Weddings - On -Line
3921 • Listings on 8 Websites 39.99
Total 3920 • Weddings - On -Line 39.99
Total 3916 • Advertising Media On -Line 2,434.99
3928 • Administration (Reimb TOEP)
4000 • Traditional Media/Leisure
4100 • Print Media
4101 • Nat/Reg Magazines 20 ttl-57 ins
4102 • Reg News Denver Post & FR Daily
4103 • Front Range Qtr Ins 7 Dailys
4104 • State Vacation Guide FP Tbl Con
4107 • AAA CO/Utah TourBook
4108 • Trailer Life
197,425.80
114,638.88
31,561.93
16,750.00
9,125.60
3,487.00
23,717.83
Total 4100 • Print Media 372,989.21
4200 • Broadcast Media
4201 • Denver TV - 2 Chan 2 Qtr 92,565.00
4202 • Jazz Fest Radio - 3 Stations 3,240.00
4203 • Rooftop Rodeo -1 Station 4,774.00
4204 • ScotsFest Radio -1 Station 11,750.00
4205 • Elk Fest Radio - 4 Stations 3,896.00
4206 • X-Mas Parade Radio - 3 Stations 4,523.00
Total 4200 • Broadcast Media 120,748.00
Total 4000 • Traditional Media/Leisure 493,737.21
4400 • Internet MedialLeisure
4410 • Colorado.com Campaigns 25,625.00
4420 • Keyword Search Campaigns 130,001.80
4430 • Denver News Media Web Sites (3) 26,584.27
Total 4400 • Internet Media/Leisure 182,211.07
4600 • Production & DistriblLeisure
4610 • Collateral Production & Dist
Wool Market Booklet 2,695.83
4611 • PosterslRacklSupport 5 Event 4,483.70
4612 • Real Rocky Brochure 20,476.65
4613 • Events Brochure 60,000 4,364.00
Total 4610 • Collateral Production & Dist 32,020.18
4650 • Ad Production
For Management Purposes Only Page 1
10:48 AM Estes Park Local Marketing District
07128/11
Accrual Basis
Profit & Loss
January through December 2010
4651 • Newspaper approx 11 ads
4652 • Magazine - ads, photo use fees
4653 • Front Range Qrt Insert 200,000
4656 • Internet Display Ads
6053 • AAA CO/Utah TourBook -1 ad
Total 4650 • Ad Production
4600 • Production & Distrib/Leisure - Other
Total 4600 • Production & DistriblLeisure
4700 • Research
3905 • Visitor Study
4740 • Conversion Study
4745 • Rocky Mtn Lodging Fcst Report
Total 4700 • Research
4750 • Website
4751 • Current
Total 4750 • Website
4850 • Contingency (B&S}
5000 • Traditional MedialGroups
3907 Meetings - Print
3908 • Annual Membership Directory Ad
3910 • Meeting Professionals Int'I (1)
3911 • Colorado Meetings & Events (3)
Total 3907 • Meetings - Print
3912 • Reunions - Print
3913 • Reunions Mag Annual Directory
Jan - Dec 10
2,399.24
7,523.50
41,300.00
2,555.00
935.00
54,712.74
300.00
87,032.92
28.599.84
4,167.00
4,500.00
37, 266.84
17,138.83
17,138.83
188,884.57
2,275.00
3,417.85
2,100.00
7,792.85
998.00
Total 3912 Reunions - Print 998.00
Total 5000 • Traditional MedialGroups 8,790.85
5100 • Prod & Distribution/Groups
3922 • Ad Design 930.00
Total 5100 • Prod & Distribution/Groups 930.00
5200 • Trade Shows
5210 • Bridal Shows (3 Front Range) 857.08
5220 • Meeting Industry Council 866.47
5240 • Meeting Professional Int'I 370.12
5250 • TBD Trade Show 1,250.00
Total 5200 • Trade Shows 3,343.67
5300 • Fam Tour Marketing Exp
3924 • Marketing Expenses 1,716.05
3925 • Farm Tour/Sponsorship Expenses 2,502.21
Total 5300 • Fam Tour Marketing Exp 4,218.26
6000 • Audit 4,500.00
6200 • Bookkeeping 5,583.70
6400 • Contingencies (Gen Op) 6,148.88
6600 • Admin Asst/Staff (Reimb TOEP)
3927 • Staff Adjustments 12,313.24
6610 • Salaries 28,330.94
Total 6600 • Admin Asst/Staff (Reimb TOEP) 40,644.18
6700 • Payroll Processing & HR
6800 • Legal
7000. Office Sup,Postage,Printing
7600 Office Space Confiig for 1FTE
8000 • Cell Phone & Mileage
8030 • Cell Phone & Mileage -Exec Dir
8031 Cell Phone - Director
8032 • Mileage - Director
1,121.88
234.00
1,203.82
1,446.05
16,841.10
1,791.00
For Management Purposes Only Page 2
10:48 AM Estes Park Local Marketing District
07/28/11
Accrual Basis
Profit & Loss
January through December 2010
Jan - Dec 10
Total 8030 • Cell Phone & Mileage -Exec Dir 1,355.88
Total 8000 • Cell Phone & Mileage 1,355.88
8100 • Education
8120 • CO Governors Tourism Conference 1,286.78
8130 • CO Society of Assoc Executives 593.40
8140 • Destination Mktg Assoc Int DMAI
8141 • DMAI-Groups 2,350.37
8143 • DMAI - Director 2,490.54
Total 8140 • Destination Mktg Assoc Int DMAI 4,840.91
8160 • Industry Meetings - Director
8165 • PRSA Seminar -PR
Total 8100 • Education
8200 • IT Support
8210 • IT Support - Adv
Total 8200 • IT Support
8300 • Lunch/Dinner Meetings
8400 • Membership
8430 • CO Society of Assoc Executives
8431 • Destination Colorado
8432 • Estes Park Lodging Assoc.
8433 • Estes Park Wedding Assoc.
8434 • Meeting Professionals Intl
8435 • Society of Govern Mtg Planners
8436 • Tour Colorado
8450 • CACEP Sponsorship
8451 • Colorado Assoc. of DMOs
8452 • DMAI
8453 • Travel Industry Assoc of CO
8454 • VISIT DENVER - Denver CVB
164.31
112.99
6,998.39
1,117.20
1,117.20
1,274.83
310.00
550.00
175.00
200.00
308.75
300.00
450.00
365.00
1,000.00
1,100.00
1,150.00
525.00
Total 8400 • Membership 6,433.75
8650 • PR Firm
8700 • PR Promotions
3931 • Photography Purchase & Use fees
8710 • Program Measurement
8720 Promotions
8721 • Park Pass/Entertain/Mileage/Tip
8722 • Qtriy CO Tourism Press Briefing
Total 8720 • Promotions
37, 328-.45
32.30
4,204.70
1,613.42
225.00
1,838.42
8700 • PR Promotions - Other 211.20
Total 8700 • PR Promotions 6,286.62
8800 • eMail Marketing/eNews
8810 • eNewsletter Annual Fee 635.25
Total 8800 • eMail Marketing/eNews 635.25
9100 • Stakeholder Communications
3934 • Stakeholder eNewsletter 181.50
9110 • Stakeholder Educational Mtgs 2,295.81
Total 9100 • Stakeholder Communications 2,477.31
9600. OVG Expenses
3933 • Proofs 328.51
9610 • Sales Commission (reimb TOEP) 12,052.53
9620 • Postage & Fulfillment 105,493,98
9625 • Production 20,000.00
9630 • Photo Fees 300.00
9650 • Admin Exp (Promo Piece -Mailing) 954.16
9660 • Printing 50,627.86
For Management Purposes Only Page 3
10:48 AM Estes Park Local Marketing District
07/28/11 Profit & Loss
Accrual Basis January through December 2010
Total 9600. OVG Expenses
Total Expense
Jan - Dec 10
189,757.04
1,396,465.40
Net Ordinary Income 32,860.20
Other Income/Expense
Other Income
3800 • Interest Income 706.40
Total Other Income 706.40
Net Other Income 706.40
Net Income 33,566.60
For Management Purposes Only Page 4
Employee
Peggy Campbell
Karen Lynch
c
m
C.
0
Suzy Blackhurst
Peter Marsh
c
a,
a
0
Steve Mitchell
Estes Park Destination Marketing Organization Office Space Requirements
Employee/Function Current Notes Required Notes
Office Office
Space Space
Larger office to accommodate small
meeting table preferred
Private office can be shared w/ social
media/writer. Cubicle in call center would
become available for Visitor Services
See note above. Private office can be
shared w/ Admin Asst.
tat
l 1
ri
l_'{
r i
R
{'1
lH
CO
Due to VS space constraints, Group
Sales & Stakeholder Sales
managers currently share an office.
Both need a private office
See above note.
Currently has a small cubicle in the
Call Center.
No workstation available. Works
from LMD team member
workstation when they are out of
the office.
Had group sales intern over the
years but unable to continue due
to lack of office space
r-i
r l
ri
e i
'
0
1)
Executive Director
Group Sales Manager
Stakeholder Sales
Manager
PR Manager
Advertising Manager
...................................
Administrative Assistant
Social Media / Writer
Intern or temp for
Group Sales support
and/or growth
........ ....................... .......... .......
Meeting room or
growth
TOTAL