HomeMy WebLinkAboutPACKET Town Board Study Session 2011-10-25* Revised
STUDY SESSION
TOWN BOARD
Tuesday, October 25, 2011
5:30 p.m.
Town Board Room
170 MacGregor Ave.
AGENDA
5:30 p.m. Local Marketing District 2012 Operating Plan.
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.
October 11, 2011
To: The Town of Estes Park Board of Trustees
From: The Estes Park Local Marketing District
Regarding: Budget Request Consideration
The Estes Park Local Marketing District hereby requests an investment by the
Town of Estes Park for direct marketing, advertising and promotion of the Estes
Park Area in the amount of $175,000. We also request that consideration be
given to establishing a non -binding commitment of 2.5% of Sales Tax Revenues
in future year to allow the Local Marketing District the ability to better project
income sources in future budgets.
Budget Request Rational
1. Tourism is the industry of Estes Park.
2. Maintenance and growth of the Sales Tax base generated by Tourism
requires marketing and promotion of the area.
3. The Local Marketing District's Destination Marketing Team and key
strategic partners have demonstrated the skills and understanding of
appropriate tools and techniques to maximize the utilization of available
funds to promote the area and attract tourism.
4. Destination Marketing Studies indicate that at a minimum the Investment
of $1.00 in Direct Marketing returns $20.00 in Sales Tax Dollars. We do
not have the tools to project the ROI in Estes Park at this time but feel
confident that this is a minimum return in our regard.
5. The State of Colorado Tourism Budget has recently again been cut.
6. The Local Marketing District relies on one Sales Tax base that being a 2%
Accommodations Tax within the district.
7. The town of Estes Park currently benefits from a 4% Sales Tax on
Accommodations within the Town as well as the same tax on retail,
restaurant and grocery within the Town.
8. The Local Marketing District is currently making significant investments in
developing the "intellectual capital" necessary for us to be the premier
Destination Marketing Organization that Estes Park Deserves. These
areas include research, the development of a new website and the
destination branding program.
9. If pressed to cut marketing spending the LMD would likely need to
address those areas that do not directly effect accommodations spending
in order to best maintain our income source.
0
0
a
00
00
C
CO
L�1
w9
N
ri
00
s
1
01
0
c
ro
d
O
0
0
0
0
0
0
ri
N
0
0
L!3
0
0
0 0
r1
m
N
1D
v--I
in
rl
m
r�
0
L4
ri
VF
0
r
u
'if
a
0 0
In
O
N
N
0
0
0
N
tf1
Ln
00
00
N
ri
0 0
a
ap
C®
N
0 0
0 0cri
0
0
0
Lf1
11'1
rn
00
N
.. 1
0
0
0
To
O
Cn
aN
17-7
0
pl
0
0
O
Lf1
N
W
0
0
0
0
0)
773
C
0)
03
0
G
R
E
I1I >
0
0
CU
in le
m
ti
%1 y1
001
.00.1
CO O
tl1
s
5
to
0
m
W
r4
m
O
00
oo
in-
Ln
00
r-4
m
v
r-1
N
N
c-I
4-
IA
c
00
rn
N
m
rJ
N
Ln
N
m
N
N
lf)
rn
N
1h
N
m
n
0o
0
0
dN'
r-4
00
Ln
0
1
cn
er
of
O
r-1
4n
Ln
07
N
N
00
ri ri
v}in
r4 ri N M
N N 0 ,-1
m m N ra
N N ri v
OiL) L Ln Lfl 0
in in ri N'
in
ri o10
r-4
Ln 1.11 N N
in r-I
in-
0
O
N
N
r-1
M
0
0
0
00
trr
Ln
O)
cm
cri
r•4
Ln
of
N
00
r-
m
r-1
ri
O
N
Ln
m
N
ri
N
1/}
N
N
Ln
0
tD
ri
ill•
mi •it 0
as 0 0
N. 00
4/1inn 'L/}
0
0
-tn
ct 0
0 0
m 0
0
00 in
O
0
`• 0
413 0
m 0
-4 0
N 0
in �
in
N
Ln
th
7
r^�
N
N
ri
L0
m
r-4
N
00
m
N
0
LC
to
M
Ln
N
r•4
[n
0
N r4
n
rti air
cs-1 000
in
Ln
0
0
0
in
O
r•1
00
M
G1
0
in
O
0
0,
w
C
0)
S
w
0
C
c
0
a
0
F
0)
X
to
+J
4-
of revenues over
4/1
0)
C
of
O.
x
m
4-
0)
fra
1- 0)
0)
0 1.01
N
GL5D C
CID
•a .0
c c
0= Cr:
1s .0
O O
fund balance
ncrease (decrease
Beginning Fund balanc
Z
L.
Y
0)
0)
CL
Q1
0
M
ti
a:
cc
co
RESOLUTION # 12-11
WHEREAS, the Estes Park Local Marketing District has filed with the Town Clerk
the Estes Park Local Marketing Business and Operating Plan for 2012 along with its
proposed budget for the 2012 calendar year; and
WHEREAS, pursuant to Section 29-25-110 C.R.S. and the applicable provision
of the Intergovernmental Agreement dated August 26, 2008, between the Town of
Estes Park and the Board of County Commissioners, Larimer County, the Town
Board shall approve or disapprove the Operating Plan within thirty (30) days after
receipt of said Plan, the proposed budget and all additional documentation
requested by the Town; and
WHEREAS, the Town Board has reviewed the Operating Plan and proposed
budget and has determined that the Operating Plan will provide efficient and cost
effective marketing and promotion services for the Estes Park Local Marketing
District Service Area.
NOW, THEREFORE, BASED UPON THE RECITALS SET FORTH ABOVE
WHICH ARE INCORPORATED HEREIN BY REFERENCE, BE IT RESOLVED BY THE
BOARD OF TRUSTEES OF THE TOWN OF ESTES PARK, COLORADO AS
FOLLOWS:
1. The Estes Park Local Marketing District Business and Operating Plan for 2012
as filed with the Town Clerk is hereby approved.
Dated this , 2011.
Mayor
ATTEST:
Town Clerk
"N ATI0
E 1'
8 N ZA O
September 30, 2011
Mayor Pinkham and Estes Park Board of Trustees
PO box 1200
Estes Park, Co 80517
Dear Mayor Pinkham and Estes Park Board of Trustees:
The Estes Park Local Marketing District Board is pleased to submit our 2012 Operating Plan for
The Town of Estes Park Board of Trustees review and approval. A duplicate copy has also been
submitted to the Larimer County Board of County Commissioners.
Peggy Campbell (Executive Director), Scott Webermeier and I will plan on making ourselves
available should there be any questions regarding the Operating Plan and Budget. We have
submitted a print copy of the plan and also emaiied our Operating Plan to Town Administrator,
Jacquie Halburnt.
We look forward to receiving your support! A solid partnership with the Town of Estes Park and
Larimer County is paramount to our ongoing success.
Please feel free to contact me directly or any of our Board members should you have any
questions.
Sincerely,/ 1/7/-----J--„,
Cory Blackman — Estes Park LMD Chairperson
Estes Park Local Marketing District Board of Directors:
Bill Almond - Vice Chairperson Lindsay Lamson Kathy Palmeri
Scott Webermeier—Secretary/Treasurer Chris Wood Lee Lasson
ESTENAT1ON
KFTING
ANI.ZATKiN
Estes Park Local Marketing District
2012 Operating Plan
September 2011
The Local Marketing District (LMD) Model
According to Colorado State Statute, the Local Marketing District may provide any of the
following services within the district:
Organization, promotion, marketing, and management of public events;
Activities in support of business recruitment, management, and development;
Coordinating tourism promotion activities.
(II) No revenue collected from the marketing and promotion tax levied under section 29-25-112
may be used for any capital expenditures, with the exception of tourist information centers.
(f) To have the management, control, and supervision of all the business and affairs of the
district and of the operation of district services therein;
(g) To appoint an advisory board of owners of property within the boundaries of the district and
provide for the duties and functions thereof;
(h) To hire employees or retain agents, engineers, consultants, attorneys, and accountants;
(i) To adopt and amend bylaws not in conflict with the constitution and laws of the state or with
the ordinances of the local government affected for carrying on the business, objectives, and
affairs of the board and of the district; and
(j) To exercise all rights and powers necessary or incidental to or implied from the specific
powers granted in this article. Such specific powers shall not be considered as a limitation upon
any power necessary or appropriate to carry out the purposes and intent of this article.
Estes Park LMD Overview
The Estes Park Local Marketing District is organized by Intergovernmental Agreements (IGA's)
between the LMD and the Town of Estes Park and the LMD and Larimer County. The purpose
is to proactively market the Estes Park area, resulting in the positive economic impact of visitor
dollars. The formation of the Local Marketing District and the 2% lodging tax were approved by
District voters in November 2008 and lodging tax collections went into effect on January 1,
2009.
Funding for the district continues to be provided via the 2% lodging tax which is collected by
lodging properties from their guests for stays of less than 30 days. This tax is collected by
lodging establishments and remitted to the Colorado Department of Revenue on a quarterly
basis and then distributed to the Estes Park LMD. LMD 2% lodging tax collections were
$1,250,623 in 2010. Estimates for 2011 are too early to accurately forecast as only the 1st and
2nd Quarter's distributions have been received. The first two quarters of 2011 saw a 1.5%
_.. „�WgM, EE1 �,tax, which represents high
Z
increase over the same period in 201 �� Operating
ir er t n quarterlodging.r.__.n
wv,a„� _muwo!w
Estes Park Local Marketing District 2 p g
summer season, will be received by the State on or around November 15, 2011, at which time
2012 revenue forecasts will be more reliable.
A seven (7) Member Board is appointed with five (5) members appointed by the Town of Estes
Park Board of Trustees and two (2) by Larimer County Board of County Commissioners.
The LMD will continue to use existing CVB Operational Policies. Changes required to the
policies will be brought to the LMD Board for review and/or possible action.
The Destination Marketing Organization (DMO), the functional name of the LMD, continues to
work closely with Visitor Services and Events, both of which are funded and managed by the
Town of Estes Park. The three areas continue to operate under the umbrella of the Estes Park
Convention & Visitors Bureau.
Estes Park Local Marketing District - 2012 Operating Plan
Page 3
Estes Park LMD Organizational Structure
Key Players
• Local Marketing District Board of Directors (7 Members)
• DMO Staff
• Town of Estes Park government officials
• Town of Estes Park staff, particularly Visitor Services and Events
• Rocky Mountain National Park Liaison
Organization
The LMD Board focuses direction directly to the Executive Director of the LMD Staff. All LMD
Board direction will be focused through the Executive Director, other than ordinary involvement
in committees, in order to keep reporting direct and focused without confusion. We believe this
is very important to keep individual agendas from getting involved in the direct line of reporting
and direction that could cause confusion. Any necessary communication and direction to be
given to the Executive Director during periods between Board meetings will be handled by the
LMD Chairman with a follow-up summary to the entire Board. In the absence or incapacitation
of the Chairman, this responsibility will be handled by the Vice Chairman.
LMD Board of Directors
Cory Blackman, Chairman — Best Western Bill Almond, Vice -Chair - YMCA
Plus Silver Saddle
Scott Webermeier, Secretary/Treasurer — Kathy Palmeri — YOGI Bear Campground
National Park Village
Lindsay Lamson — Rocky Mountain Resorts Lee Lesson — Front Desk Consulting
Chris Wood- McGregor Mountain Lodge
DMO Staff
Peggy Campbell, Executive Director
Suzy Blackhurst, Communications & Public Relations
Peter Marsh, Advertising
Kirby Nelson, Stakeholder Sales & Services
Mike Oline, Administrative Assistant
TBD, Group Sales & Services
w ��
Est� 0� ��.. Page 4
es Park Local Marketing District - 2012 Operating Plan
Estes Park LMD Mission, Vision, Core Values
Mission: Attract visitors to the District through effective and efficient marketing in order to drive
year-round economic growth.
Vision: To be a year-round tourism and group destination that supports our healthy mountain
community with a balance of financial success, memorable experiences for visitors and quality
of life for our residents and employees.
Core Values:
• Accountable
• Ethical
• Proactive
• Respectful
• Responsive
• Transparent
2011 Operating Plan Highlights
In our second year of full operation, the Estes Park Destination Marketing Organization (DMO),
the functional name of the LMD, continues to track well to our 2011 Operating Plan.
Beginning January 1, 2011, to improve transparency, the LMD and the Town of Estes Park
implemented significant financial changes in 2011. Unlike 2010, when the Town of Estes Park
funded salaries and benefits for the four employees transferred from Town of Estes Park staff to
LMD staff (about $364,475), the LMD fully funded all employees in 2011. In addition, the LMD
paid the Town of Estes Park for rent in the Visitor Center, .payroll processing,'/ FTE for Visitor
Services staff support, IT support, and other misc. expenses such as property / liability
insurance coverage, printer costs, etc. In 2011, the LMD will have paid the Town approximately
$62,239 in rent, payroll processing, Visitor Services staff support, and IT support.
Since the LMD is responsible for generating and supporting stakeholder sales and services, the
LMD began to receive the revenue associated with those services effective January 1, 2011.
Marketing and advertising services available to district businesses include website listings,
Visitor Center brochure rack display, group services, and leads, among others. This represents
approximately $250,000 in revenue. However, DMO stakeholder participation fees for out of
Town but within District lodging properties will be reduced in 2012, and as a result, revenue will
decline by about $30,000.
In 2011, the Town of Estes Park, recognizing the importance of tourism to the local economy
and Town sales tax revenue, committed to a marketing investment of $128,985 to support LMD
efforts. This investment enhanced the DMO's ability to provide exceptional destination
marketing services, which in turn directly affects the Town's sales tax collections. Town of Estes
Estes Park Local Marketing DistrictPlan
- 2012
wmA ,_.,.... ....._.....�,,.
Page 5
Park 2012 marketing investment in support of DMO efforts has not been determined as of this
writing, but is expected in early October.
LMD emergency reserve funds remained at $500,000 as planned. The LMD Board continues to
believe that it is important to set aside this amount not only in case of emergency, but also if
needed to cover first and second quarter expenses which are inherently high versus our income
stream during the same time which is inherently low. Due to the seasonal nature of tourism in
Estes Park, our income stream peaks in November when we receive the third quarter lodging
tax collections.
We continued to staff the DMO with six employees and as the 2011 Operating Plan indicated,
we did convert a part time seasonal position to a full time employee position. The Executive
Director continues to report directly to the Estes Park LMD Board and directs the. DMO Staff.
2011 Marketing Plan YTD Highlights
Under the leadership of Executive Director, Peggy Campbell, the DMO is tracking well to our
2011 Operating Plan and 2011 Marketing Plan. As indicated in the 2011 Operating Plan and
Marketing 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 to date include:
• Developed an integrated Estes Park Marketing Plan. Extended goals and objectives into
strategies and tactics for each DMO department.
• Established and tracking of key Estes Park tourism indicators to monitor trends and shift
direction when appropriate.
• Significantly expanded creative assets portfolio including two new high definition
television commercials and extensive portfolio of new photography.
• Completed year-round Visitor Survey research project yielding 7,622 completed surveys.
Expanded survey through February 2011 to ensure even deeper off-season data.
• Initiated all new interim advertising creative, creating a bridge between the existing
creative and the new branding effort in 2012. New creative reflects 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.
• 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.
• 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.
Branding will continue through 2012.
Estes Park Local Mar- keting Dis
trict - 2012 Operating Plan Page 6
• 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.
• 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 in the
process of being finalized. 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.
• 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.
• 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.
2012 LMD Operational Plan
The DMO staff is in need of additional office space. The LMD Board felt that keeping the
marketing arm of the CVB in the Visitor Center was important and requested Town Board
consider renovating the second floor of the Visitor Center to accommodate LMD staff. The Town
Board of Trustees, considered this request, along with Town' staff presentation regarding the
town -owned Visitor Center facility, and learned that Visitor Services and public space also have
space challenges due to the increase in visitor traffic to the building. This, among other reasons
such as the significant costs associated with the renovation, caused the Town Board to deny the
LMD's request to renovate the second floor of the Visitor Center. The DMO staff, which had
already been researching office space options outside of the Visitor Center, are preparing for
the relocation.
In 2011, funding for payroll and benefits for all DMO Staff Members transferred from the Town
of Estes Park to the LMD. This will continue, and in addition, as envisioned by the Town of
Estes Park and the LMD, LMD staff will fully transition from Town of Estes Park to becoming
employees of the LMD. LMD managed HR services for LMD staff, including a new employee
handbook, will be in effect January 1, 2012. Through an expected revised 2012 Town of Estes
Park/LMD IGA, LMD employees will continue uninterrupted participation in, and be eligible for,
all Town of Estes Park benefits.
Currently, the LMD Board intends to operate the plan with the 6 employees plus the hiring of
external firms as necessary to enhance certain areas. Group Sales and Services recently
became an open position and is being managed by a temporary staff person until such time as
the position is reevaluated and posted. Major changes to the Group Sales effort are not
expected.
Estes Park Local Marketing District - 2012 Operating Plan
9 WW
Page 7
2012 LMD Marketing Plan
The marketing plans developed in our first two years of operation proved to have laid a solid
and successful foundation for current and future destination marketing efforts. The 2010
Marketing Plan developed by Hannah Marketing and the 2011-2012 Marketing Plan developed
by the DMO team will continue to serve us well as our road to destination marketing excellence.
Marketing Strategies
We will focus our 2012 Marketing strategy on the original path outlined by the CVB Assessment
and the 2011 Marketing Plan. The changes for 2012 are in two key areas — branding and
interactive. The destination branding effort which began in 2011 will be completed and all
advertising materials will be modified to complement the new brand. The website, now seven
years old, will be scrapped and a new website will be developed which will embrace the new
branding along with the latest in technology and mobile readiness. The 2012 media allocation
will capitalize on 2011 successes and continue the shift towards electronic media from
traditional media with a primary focus on the overnight visitor. Goals and objectives from the
2011 plan will also be updated. Tracking and reporting will continue for each marketing initiative
using research, goal setting and conversion analytics. Group sales and services efforts will
continue to focus on the meetings, weddings and reunion market with research being
commissioned to determine the viability of the corporate market. Public Relations will focus on
identifying the unique story ideas to support the effort of attracting more overnight visitors.
Research in 2012 will include a comprehensive conversion study.
2012 Media Plan Synopsis
Hill Aevium was retained to complete the research and development of the 2012 media plan for
the Local Marketing District. Following is a brief overview of the strategies and tactics
associated with the plan and some additional thoughts relating to promotional and branding
efforts that will deployed to enhance the plan during the 2012 year.
integrated Marketing Effort
The advertising plan developed for the Estes Park DMO is not meant to be a static or singular
document. It was developed as part of a larger integrated effort being implemented by the
Estes Park DMO that includes:
• Public Relations
• Promotions
• Email marketing
• Social Networking and Biogging
• Search Engine Optimization
formr,; mimum mawwwuuv arr mu- wmIIUIovw-mm . mmEeg
Estes Park Local Marketing District - 2012 Operating Plan
megstemon
Page 8
• Stakeholder communication
• . Direct Sales
• Research
• Tracking and reporting
Adjustments will be made during the year as market demands or conditions change. Tracking
and reporting will utilize Google Analytics as well as 800 number calls, visitor inquiries, click
through rates, impressions and a series of vanity URL's. Landing pages will be created where
appropriate to further assist with tracking.
The Guest Research, Inc. Visitor Study has again been used as the basis for the media
decisions. The Visitor Study now includes 13 months, providing even more information on
shoulder and winter seasonal attributes.
Using Research to Drive Media Selection
Who Is Coming to Estes Park and Why?
The most recent data from Guest Research, Inc. indicates that 63% of visitors to Estes Park are
staying overnight. Day visitors make up only 37%. On average overnight visitors spend $500-
$860 per day depending on the season, vs. the day visitor's daily spend of $83-$102. 43% of all
visitors are from Colorado.
Rocky Mountain National Park and a relaxing mountain getaway trade one and two positions as
the reason most visitors come to Estes Park. This is followed by wildlife viewing, outdoor
recreation and low cost/good value.
Primary Target Demographics
The largest visitor age group ranges between 45 and 54 years of age. Average household
income is $110,000-$149,000 and the majority of people in this group are married and have
children. Per the most recent Guest Research, Inc. results, 26% of people in this group did not
have children, 39% had children at home, and 35% have children that no longer live at home.
Travel Party indicated 43% were couples and 54% were families. This changes dramatically by
season
These people are highly educated with 84% having a college degree or post -graduate degrees.
They are coming to Estes Park from CO, TX, NE, KS, MI, IL, IA and CA
A large percentage of these people are staying overnight in Estes Park.
Seasonally
We now have the data to look at the makeup of the visitor by season in Estes Park. Note that
due to multiple answers to the same question, e.g., who were you traveling with?, certain
questions may not result in 100% total.
Estes Park Local Marketing District - 2012 Operating Plan
Page 9
The Summer day and overnight visitors are age 45-54 with a tie for second at 38-44 and 55-63.
60% are Families (3-10) and 59% are Individuals/couples (1-2).
The Fall day visitor is 45-54, with overnight visitor in the 55-63 age group. 59% are Couples (1-
2) and 46% are Families (3-10).
• The Winter day and overnight visitors are age 45-54 with a dose second place of 55-63.
The travel party status shifts even more to the Individual/couples with 64% and Families
at 43%.
Group Target Demographics
The Group audience for Estes Park comes primarily from the Front Range and drives to Estes
Park.
Media Objectives for 2012
• Increase overnight stays while maintaining traffic from day visitors
• Increase overnight stays from within Colorado
• increase conversion of Visitor Guide inquiries
• Increase website visitation
• Increase group business from Front Range drive market
• Increase percentage of "new" visitation
• Expand email database
Media Strategy
• Eliminate publications that did not perform in 2011 while re -investing in publications that
focus more directly on the 2012 target audience.
• Target Families in the Spring and Summer / April - July
• Target Empty Nesters in the Fall and Winter / August - March
• Increase media spend in Colorado to target overnight visitors
• Maintain online investment that will drive decision makers to the Estes Park website as
well as increase the email database.
• Allocate budget for Group business focusing on government and association
meetings/retreats, corporate meetings market, SMERF primarily social, e.g., weddings
and reunions.
plwtx�nwpa"1,�. uwuawaiMIfa......... ivy �...,,. rt rrwfi�✓(aAwnuwerd uu r aaw.w' Way of°"'"Iw RE ..,.
Estes Park Local Marketing District - 2012 Operating Plan
nmiacuxwr�ii,�r°,wmiu
aImaIMMIIIuw✓Rm'X aOgREFEV5
Page 10
45%
40%
35%
30%
25%
20%
15%
10%
0%
$180,180
Media Breakdown by Year
2010
2011 2012
Magazine
Newspaper
Radio/TV
OnlineIPPCISEO
2012 Media Spend By Medium
$72,289 $25,000
$93,000
$33,340
$75,811
$335,713
Estes Park Local MarketingDistrict - 2012 Operating eratinM
p g Plan
Magazine 41 %
Newspaper 9%
Radio 4%
TV 11 %
Online 22%
PPC 10%
SEO 3%
Page 11
Newspaper
Radio
Broadcast
Traditional Media by Day Visitor
vs.Overni ht Visitor
Day Visitor 2011 2012
I is 'f% 9
7 Tr,
9O,/
6;!ir
y3 WCk
Total % of Bud et 35% 25%
Overnight Visitor 2011 2012
Magazine
Newspaptl
Bro idea Nt
Total % of Budget 65% 75%
Estes Park Local Marketing District - 2012 Opera „g__.._..n
m_
tFnPlan
Page 12
2012 Budget
Since its inception, the LMD Board has endeavored to continue to support and grow all of the
marketing activities previously funded by the Town of Estes Park with the desire to be
supportive of all of our stakeholders. In addition, the Board has recognized the need to build the
"intellectual capital" necessary for us to be the premier Destination Marketing Organization that
Estes Park deserves. Investments in these areas include research, the development of a new
website, the hiring of a new creative advertising agency, the hiring of a Public Relations firm and
the destination branding program. The financial benefit of these investments will not always be
immediately apparent. Conceptually we have paid for these investments out of the original fund
balance that we received at our inception. In addition to these investments we have moved to
be a more transparent and self sufficient organization by assuming all of our payroll and now
moving to office facilities outside of the Visitor Center, both of these areas have been supported
by the Town of Estes Park. We have also continued to set aside $500,000 as a fixed
Emergency Reserve which if not used will again roll into the ending fund balance.
In evaluating our efforts it has become increasingly apparent that in order for us to continue the
work at hand we must grow our revenue source, that being accommodations tax income. This
priority may ultimately be at odds with our original proposition of carrying forward many of the
programs that do not directly enhance accommodations revenue.
In 2011 the Town of Estes Park invested in the marketing of Estes Park through efforts of the
marketing district and we are currently discussing a similar investment in 2012 hence the
income item noted as Town of Estes Park Investment has been left "to be determined". Without
a clear indication of this investment from the town we felt it wise not to commit to specific details
in this budget presentation as were provided in previous operating plans.
Tabor Reserve is noted as a restriction on our spending capacity.
Estes Park Local Marketing District - 2012 Operating Plan
Page 13
2012 Bud et - Annual 0 eratin Plan Se , termer 30 2011
Budget Projected Budget
2011 2011 2012
Revenues
Intergovernmental (Visitor Guide) $197,000 $0 $0
2% Tax 1,272,050 1,272,050 1,291,131
Stakeholder Services 250,000 252,000 210,000
Town of Estes Park Marketing Investment 128,985 128,985 ??
Other 0 0 0
Investment 0 0 0
Total Revenues $1,848,035 $1,653,035 $1,501,131
Expenses
Personnel Services
Operations & Maintenance
Total Current Expenses
Total Expenses
Excess (deficiency) of revenues over
expenditures
Other financing sources (transfers in)
Other financing uses (transfers out)
increase (decrease) in fund balance
Beginning Fund balance _ 1,192,442 1,192,442 821,364
Ending Fund balance
$502,321 $502,321 $527,437
502,321 502,321 527,437
1,719,414 1,521,792 1,295,058
2,221,735 2,024,113 1,822,495
$2,221,735 $2,024,113 $1,822,495
0
0
0
Future - To be
determined
$818,742 $821,364 $500,000
RESTRICTIONS
TABOR Reserve: 3% of expenditures $66,652 $60,723 $54,675
To:
Honorable Mayor Pinkham
Board of Trustees
Town Administrator Halburnt
TOWN OF ESTES Pic,
From: Jackie Williamson, Town Clerk
Date: October 25, 2011
RE: Future Town Board Study Session Items
November 8, 2011
Town Board Meeting Procedures
Citizen Survey/Zucker Report follow-up
Other Items Not Scheduled for Town Board Study Sessions
• Kathay Rennels — Economic Council
• Mayor's right to vote (1st Quarter 2012)1 Town Board Compensation
• Communication Policy
• Workforce Housing Presentation (Rita Kurelja)
Other Items Not Scheduled for Town Board Regular Meetings
• Cheley Reservoir / Spring House — Authority to Sell (Ordinance)
• Agreement for Water Augmentation — Cheley
• Moraine Ave. Ped. Improvements — Award Construction
• Special Event Liquor Licensing
• Bond Park