HomeMy WebLinkAboutMINUTES Town Board Joint Study Session 2022-09-19Town of Estes Park, Larimer County, Colorado September 19, 2022
Minutes of a Joint Study Session meeting of the ESTES PARK TOWN
BOARD AND LAR|K8ERCOUNTY COMMISSION, ofthe Town ofEstes
P8[h' Lorimer County, Colorado. Meeting held Virtually in said Town of
Estes Park unthe 19thday ofSeptember 2O22.
Town Board: Mayor Koenig, Mayor Pm Tern VVobennek*r, Trustees
County Commission: Char Kefadao, Commissioners ShadduokMoNa|ly and
Stephens
Also Attending: Town Administrator K800ha|*k.Assistant Town Administrator
Damwebec Town Attorney Kramer, County Manager Volker,
VEP CEO Franker, Deputy Town Clerk Beers and Visit
Estes Park Board
Absent: None
2O23VISIT ESTESPARK OPERATING PLAN REVIEW. CEO Franker reviewed the
2021 tourism impact study mauUa which reflected 3.100 jobs from direct travel -
generated employment, $1OO.0million direct travel -generated earnings, $35mi||ion in
tax receipts generated by travel opending, travel spending reflecting $3.270 per
household in local tax receipts for travel opending, and overnight visitor volume totaling
nearly 1.8 million person -trips. She reviewed the VEP campaign efforts for the ballot
issue tax increase set for the November8. 2022 Coordinated Election. She discussed
2022 VEP efforts including: video promotiony, social media and marketing campaigns;
equky, diversity and inclusion initiatives; public relations and earned media
opportunities; e-mail newsletter campaign; a grant funded information kiosk to be
installed at the Visitor Center, and lodging tax revenue data which reflected a 38.9%
increase compared to pre-pandemic2U1Q levels and a 0496 decrease compared to
2021 CEO Franker reviewed the 2023 Visit Estes Park Operating Plan: Visit Estes
Park'a overview and purpose; mission and vision; brand attributes comprised ofyear-
round efforts which are community ohented, focused on oustainabi|ity, educational,
inc|uaive, accessible and data driven; strategic planning hamowurk, and visitor
targeting; and partnerships to identify insights on visitor marketing. She reviewed key
organizational goals for community relations and aemioas, marketing and
oommuniooton, and finance and administration. The projected 2023 budget revenues
and expenses were reviewed and are estimated at $3,450,600.
Board comments have been summarized: The function and benefits of Destination
Travel Network advertising services; whether the composition of the equity, divumby,
and inclusion task force had been determined; 'efforts and timeline for initiating the task
force; clarification on how businesses are identified as ^gnyan^; concerns were stated
regarding lowering the target household income and whether the household income
demographic may be excluding individuals who have a lower household income;
clarification was requested regarding nuntainabi|ity efforts; the Senior Manager of
Community Relations position; promntion, goals and timeline for the digital kiosk at the
Visitor Center and whether VEP has demographics on the use of Spanish translated
material to determine need and future expansion. It was determined the Town Board
would hear the 2023 VEP Operating Plan at the October 11. 2022 meeting and the
County Commissioners would consider the plan at future meeting.
There being no further business, Mayor Koenig adjourned the meeting at 410 p.m.
Bunny Victoria Beers, Deputy Town Clerk