HomeMy WebLinkAboutPACKET Community Development 1992-02-13Z• 7 AGENDA COMMUNITY DEVELOPMENT COMMITTEE Thursday, February 13, 1992 3:30 p.m. 1. Advertising Program a. 1991 Year End Report b. 1992 Marketing Program 2. Forward Estes Park - Report Eric Blackhurst 3. Appointment to Economic Study Group 4. Appointment of Chairman to Housing Study Group 5. Museum - Report Lynn Swain 6. Reports 7. Adjournment NOTE: The Community Development Committee reserves the right to considur other appropriate items not available at the time the agenda was prepared.
.. Housing Study Findings and Recommendations Forward Estes Park Foundation The following findings and recommendations are presented to the Town of Estes Park. Finding: The Estes Valley is experiencing an ever increasing housing shortage for both seasonal and year round residents. This applies to the private sector and the public sector such as RMNP, Town of Estes Park and Hospital District. Finding: The housing shortage will continue to increase as Estes Park grows and begins to expand its season during the fall, winter and spring. This will encourage more year round employees and residents. In the short term, year round employees will occupy substandard housing traditionally filled by seasonal employees thus increasing the difficulty for seasonal employees to find summer housing. Finding: Lack of affordable housing for employees in the Estes Park area is beginning to effect the quality of life for our year round residents as well as the tourist population. There is beginning to be a shortage of housing for skilled and professional people seeking to live and work here. This shortage is effecting people in the mid income range. Finding Given the current zoning density. tap fee structures, planning costs. and development costs the Drivate sector cannot profitably build housing which can be rented to the average worker. This is based upon thirty percent of gross income devoted to housing which is the standard commonly accepted by agencies involved with housing affordability. Finding: There is strong community support for involvement of both the public and private sector to deal with issues surrounding the housing shortage. However, this support seems to want a cooperative effort between business and govern- ment rather than a government run/owned operation.
. Finding: Community recommendations are diverse. These range from increasing the number of RV spaces devoted to seasonal employee housing to building a "housing village" to accommodate a large number of employees in one location. Recommendation Town government should take a leadership position in the housing situation. This leadership should look at methods for forming some sort of public\private partnership with the business community to address the lack of adequate housing. Recommendation: Town government should review impediments to development such as density, tap fees and development costs and provide incentives to the private sector which would encourage development and capitalization of projects. Recommendation: Housing development should be varied and responsive to the needs of the community. All options should be considered and those which meet the needs and standards of the community should be explored in depth. Recommendation: The private sector should look for creative methods of dealing with the issue of providing housing for employees and professionals. Cooperative efforts should be explored between and among businesses and the public sector to find creative solutions throughout the community to address the ongoing problem. The Forward Estes Park Foundation will contribute approximately $3,000 to the Town to provide technical assistance for the investigation of a housing entity designed to promote the development of employee housing. For more information or clarification please contact Eric W. Blackhurst, Ed.D. president. Forward Estes Park Foundation. 586-5353.
<4 FORWARD ESTES PARK - Report ERIC BLACKHURST (VERBAL) 6
APPOINTMENT TO ECONOMIC STUDY GROUP -1
-- TOWN OF ESTES PARK 1992 ADVERTISING PLAN
Town of Estes Park Community Development Committee · 2/13/92 Results of the 1991 Advertising Program: 1. 21,769,000 people subscribe to those national magazines in which Estes Park's message appeared during 1991. 2. Events advertising in the Denver Post and Rocky Mountain News reached 622,500 subscribers 16 different times from May through December. This equals 9,960,000 impressions in our primary regional market during 1991. 3. The Insert program reached 175,000 northern front range homes 4 times during the year for 680,000 impressions promoting Estes Park as the place to go for activities and events. 4. Our operators spent 2,303 hours on the phone dispensing information to 51,513 people from all over the continent. 5. Counting just Colorado newspapers, our press release efforts generated 2,338 column inches of editorial coverage in 1991. This coverage would fill 18.5 full size newspaper pages for an advertising value of $52,267.00. 6. The demand for Estes Park brochures through rack distribution in the Colorado Springs to Cheyenne region has grown from 55,000 pieces in 1989 to 112,000 in 1992, testimony to the increased name recognition that Estes Park is building in our primary regional market. 7. 71,611 people requested information packets about Estes Park, exceeding 1990 requests by 16,000, and exceeding 1989 requests by 28,000. (According to the 1988 conversion study, of these 71,611 people who inquired about Estes Park, approximately 24,200 actually visited the area, and spent approximately $15,929,265 in the Estes valley during 1991) 8. The cost to generate each magazine response was 98 cents less this year than in 1990. 9. The program, evaluated in terms of how well it accomplished its objectives, overall creativity, quality of content, and quality of production, won the 1991 3cma Savvy award for "Marketing Campaigns for Economic Development" by communities with population under 50,000. 1
1 DEFINING OUR MARKET Colorado' s Vacation Mix l Rank Trip Type Share Estes Park Target 1. Visiting Friends/ Relatives 23.5% No 2. Touring Vacationer 19.0% YES 3. Outdoors Vacationer 16.6% YES 4. Local Excursion 11.8% YES 5. Ski Resort 10.5% No 6. Business/Pleasure 9.3% No - 7. Country Resort 4.3% YES 8. City 3.8% No 9. Theme Park 1.2% No REACHING OUR MARKET A. Estes Park uses magazines to target: the Touring Vacationer, the Outdoors Vacationer, the Country Resort traveler, According to the Longwoods study, magazines are considered the "most helpful" and the "most preferred" medium by non-local travelers for obtaining travel information. Our success with magazines, and more specifically magazines with a travel orientation, tends to bear this Out. 1 "Colorado's opportunities in the U.S. Pleasure Travel Market" Longwoods Travel USA 1990. 2
Magazine selection is accomplished by: 1. Matching market demographics with readership demographics to link our market with the appropriate types and styles of magazines. 2. Comparing magazine performance levels achieved by the Colorado Tourism Board with our own, to help identify new titles to test, and old titles to drop. 3. Tracking of trip origination to tell us where the market comes from, when it shifts, and where opportunities exist. Advertising Content: Spring advertising (February/March) consists of 1/3 page, 4-color ads in 10 magazines. Fall advertising consists of 1/3 page, 4-color ads in 6 magazines. _<~ NEW FOR 1992: 1. We are testing a 1/2 page, 4-color ad in National Geographic Traveler in March. 2. We dropped "Southern Living" and "Better Homes & Gardens" due to deteriorating performance. 3. We have added "Outside" Magazine in April as a test in the upscale/active/outdoor market. »f B. Estes Park uses Newspapers, Inserts, Press Releases and Radio to target: the Local Excursion traveler The leisure time activities most preferred by this market include mountain recreation, special events, and cultural programs. The key to attracting this group is to provide them with useful information in a timely manner. For this reason, the programs used to target this market are ongoing in nature, focus primarily on events, and utilize media that report current news. 1. Newspapers - "The Denver Post" and "Rocky Mountain News" are the primary major dailies in central and north eastern Colorado. For events and activities that have broad appeal, we typically run a 3-column by 10" ad twice in each paper during the ten day period leading up to the event date. We also run full-page, 4- 3
1 color, season-opener "image" ads in both papers for summer and fall. These two papers reach more than 2/3rds of the adult population in our market area. 2. Inserts - either 4-page or 8-page tabloid size, the inserts are pure "advertorial" where we can talk at length about the things going on in Estes Park in a friendly, informative way. Four inserts are planned during the year, each focused on an event, and/or a time of year. They are placed in the 6 front range daily newspapers plus the Trail-Gazette. <NEW FOR 92: the front and back covers will be printed in 3-colors 4 rather than 2-colors as in past years. This change gives the initial impression a great deal more impact. 3. Press Releases for 17 different events held between May and October are submitted to between 29 and 60 outlets. In addition to the Event Releases, 17 Calendar Releases are also mailed to 29 outlets during this period. Measuring program generated editorial coverage alone, this effort typically returns over five dollars for each dollar spent. ~ NEW FOR 92: a ref inement of the program to send releases only to those outlets that have used our material. This places more of the effort where it pays off most. 4. Radio is utilized as extra support for three events, each of which is also advertised in print. Those events are: Rodeo, Scotsfest, Christmas Parade. Radio reaches a slightly different audience than our regional print does, and therefore broadens the reach where it counts. C. Estes Park uses magazines and newsletters to target: ~Meeting Planners This is a tightly drawn effort to concentrate our Conference Center message in the Front Range of Colorado. 1. Newsletter - to be produced for spring and fall, our own newsletter is distributed to 800+ meeting planners in the region. 2. Association Newsletter ads will be placed at various times during the year. 3. Conference Co-Op ad - a 2-page, 4-color ad co-sposored by the 4
& 1 072/ \4449 \f 4 Conference Center, Estes Park Conference Association, The YMCA, j Holiday Inn, Aspen Lodge, and The Stanley Hotel. This is being produced by this department, and will run in the Denver Visitors and Convention Bureau's 1992 Meeting Planners Guide. fl ~ 4. Conference Center Brochure will be produced by this department to become part of the presentation packet. The brochure will be a 5-color, 8-page, full-size booklet on the area and the facility. 1 D. Estes Park contracts with the Chamber for f~~lfillment of ,;;[;1/~~~~- lu / advertising responses. Each year brings new challenges to this program, most, if not all, a result of phenomenal growth. 1992 should level off, allowing us to establish a new base line of performance for this critical effort. 1. Each Colorado Tourism Board Welcome Center has been requested to submit collateral requirements for 1992. These requirements ; have been built into this year's material orders and should avoid the annual shortages experienced by the Welcome Centers. 2. Our selection of collateral materials has been reorganized. The most expensive material (lure piece) will go to the most qualified request; those individuals responding to advertising. The less expensive material (rack card) will be used for the less qualified "drive by" categories; Welcome Centers, rack card distribution programs, etc. This will maintain our effectiveness while increasing our efficiency. I.e. more materials for the same dollars. 3. The 1990 "lost call" problem has been virtually eliminated /~ during 1991. We will continue to refine our approaches to V answering calls. 4 -4 4 91 >40+~--Yft . 7/ . 4+1 / :r 't £ 2.4--A , 7 5
APPOINTMENT OF CHAIRMAN TO HOUSING STUDY GROUP 8
. 1 2-ty 4 ./bl 2,1 USE . r %3/4 , t„„ti~.iniilii;~8'1-"~ '~~ ~~ tmr . A= imimilm -1 ESTES PARK AREA gr-,9 HISTORICAL MUSEUM P.O. Box 1691 200 4th Street Estes Park, CO 80517 Phone: (303) 586-6256 MEMORANDUM TO: Community Development Committee FROM: Lynn Swain, Museum Director DATE: February 5, 1992 RE: Museum Update Approved at the January 2lst Museum Advisory Board*Meating: 1) Long Range Plan for Collections Management/'and Nese 1494 2) Rotating Exhibits Schedule 1992-1995 L»¢9 1 ) 3) 1992 Museum Staff Work Plan AL/' - '9 072 / FL-·-~-' 5) 1992 Open Hours for Museum tO &k 4~ (0-.d/t 4) Committee Structure and Appointments -1 *97/ (Board consists of Lehnie Bemiss, 1 yt term; pake Sumonia & Sybil Barnes, 2 yr terms; Bill Koch & Susatkgarr-is, 3 yr terms; Frank Hix & Roger Thorp, 4 yr terms. Officers are: Frank Hix, President, Susan Harris, Secretary. Committee assignments include: Sybil & Frank - Finance; Lennie & Susan - Collections; Roger & Bill - Long Range Planning.) Recent activities: 1-) Introduction of Betty Kilsdonk, our new curator 2) Repair of NPS building roof and thawing of main water line --3) Purchase of 1874 painting of Griff Evans ranch in honor of Betty Hedlurid, a long-time supporter and volunteer at the Museum. 4) Plans on Quilts exhibit 5) Receipt of $500 Foundation for Lifelong Learning grant for f History Camp 54 D,A»> 6) Discussion of "workmen' s compensation" liability for Museum t Volunteers 7) Nomination of Lynn Swain to run for board of Colorado/Wyoming Association of Museums board 8) Plans for Historic Sites brochure & plaques 9) Friends publishing "Gateway" book for 75th anniversary '.11 , >e ye 4 9