HomeMy WebLinkAboutPACKET Community Development 1994-02-03AGENDA Community Development Committee Thursday, February 3, 1994 10:00 A.M. 1. Conference Center Year End Report 2. Advertising Report 1993 Summary 1994 Preview 3. Museum Report 4. Contract for Passenger Transportation Services 5. Request for Funding The Better Earth Committee for Estes Park (re-cycling) The Committee reserves the right to consider other appropriate items not available at the time the agenda was prepared
1993 Twelve Month Summary Of Conference Center Use STATISTICAL DATA 1993 Conference Attendees - -. - C,--Pel"c-~14,747 people (1) Average length of stay 2.3 days Average hotel rate 56.65 15% drive in for meetings daily 2,213 50% use single occupancy 7,373 35% use double occupancy 5,161 Conference Spending Breakdown 2.3 days Hotel - Single Occupancy 130.30 (2) Conference food & beverage 32.00 (3) Other Restaurants 32.00 Hospitality Suites/coffee breaks 14.50 Entertainment 14.50 Retail Sales 23.60 Transportation/fuel 11.60 Miscellaneous 14.50 TOTAL PER PERSON SINGLE OCCUPANCY 273.00 Hotel - Double Occupancy 65.15 (2) Conference food & beverage 32.00 (3) Other restaurants 32.00 Hospitality Suites/coffee breaks 14.50 Entertainment 14.50 Retail Sales 23.60 Transportation/fuel 11.60 Miscellaneous 14.50 TOTAL PER PERSON DOUBLE OCCUPANCY 207.85 Average spending per day by conferees who drive daily - $40.00 (1) Actual registration count (2) Actual rates (3) Spending for these categories was supplied by the International Assn. of Convention & Visitors Bureau for Conference Hotels,1990-91 1
1993 FINANCIALS Total Operating Expense Debt Service 168,759 Utilities 63,500 Marketing & Sales of Conference Center 125,681 TOTAL EXPENSES 357,940 Conference Revenues to Community 7,373 conferees @ 273.50 2,016,515 5,161 conferees @ 207.85 1,072,713 , 2,213 conferees @ 40.00 88,420 »22>- 14,747 CONFEREES TOTAL SPENDING 3,177,708 4-» C.a Conference Center Attendance . I ¢«297 Conferees 14,747 *- Events 10,164 -0-2 0-»I Catering/Day Meetings 5,640 3 0 - P- --4. TOTAL USERS OF CONFERENCE CENTER 30,551 people Extended Economy The concept of a multiplier is illustrated by an example where $100 is invested in the community. A multiplier of 1.5 says 1 that the total economic impact on income will be $150, j including the original $ 100. As money es expended locally, a / portion escapes the community. The multiplier is the original C, e dollar purchase and that part of the dollar that remains in g , the community on various turnovers. Generally, the smaller~ the area, the smaller the multiplier. Browne, Bortz and Coddington, Estes Park's Economic consultant, established a multiplier of 1.2 for Estes Park. Thus, the extended economic impact of the conference center would be: $3,177,708 x 1.2 = $3,813,249 2
- I 1992-1993 CONFERENCE REVENUE COMPARISONS 1992 1993 Single Occupancy Conferees 7,107 7,373 , Double Occupancy Conferees 4,738 5,161 Day Conferees 2,090 2,215 SPENDING BY CONFEREES Single Occupancy 231.25 273.50 Double Occupancy 170.87 203.85 Day 40.00 40.00 TOTAL CONFERENCE SPENDING 2,536,675 3,177,708 ANNUAL SALES TAX RECEIPTS (.04) 101,467 127,108 3
. r. m LO m lo m 01 m 0 m 0 4 VISITATION ASSUMPTION YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 Number of Conferees 25 27 Average Number of Attendees 400 440 460 480 500 OEE'999'E$ 002'£26'29 986'0EE'ES 009'689'IS 009'€66$ SRHOJJIGNNdXal qIVJLSIH 1VQLOI ES9'9DI$ 8Z6'9II$ 6EE'E6$ *8S'L9$ DDL'6E$ sldTeoeN xeu seTES Tenuuv VISITOR NIGHTS 18,000 28,160 35,972 42,000 49,950 086'6I 008'9I 68E'DI *9Z'II OOZ'L (mool/suosled g'Z) SI,HDIN WOON 9*$ D'*$ ZD$ 0,$ 8E$ BuTBpogI ZES IES 63$ LES gZ$ abeIeAeg 9 pood El$ IE$ 6I$ LIS SIS TTE-4.eN Ieleues ESTES PARK CONFERENCE CENTER Economic Impact Model 15 20 23 (From B.B.C. Report) Length of Stay AVG HEd SEHOHIGNEdXE NOHISIA S fixvi
Contenrice Center Bookings 1991 -1993 1 Room Day Non Year Month Nights Conference Meeting prom Total 1991 Aug Not Avan 0 0 3050 3050 1991 Sep Not Avail 1727 -3062 410 5199 1991 Oct Not Avail 1996 255 205 2456 1991 Nov Not Avail * 993 0 2100 3093 1991 Dec Not Avail 683 634 420 1737 1991 Total Not Avail 5399 3951 618S 15535 1992 Jan Not Avail 509 198 120 827 1992 Feb Not Avail 656 297 545 1498 1992 Mar Not Avail 538 184 100 820 1992 Apr Not Avail 1234 5793 2035 9062 1992 May Not Avail 1843 528 1255 3626 1992 Jun Not Avail 1305 2684 - 20 4009 1992 .Ail Not Avail 868 1107400 2375 1992 Aug Not Avail 486 185 156 1992 Sep Not Avail 1308I 2790 200 4298 1992 Oct Not Avail 2185 0 98 2283 1992 Nov Not Avail ~~ 587 2236 S428 1992 Dec Not Avail 550 172 1590 1992 Total Not Avail 12403 14903 7337 34443 1993 Jan 360 552 46 360 958 1993 FeD 642 1028 27 710 1765 .... 1993 Mar 528 1224 380 240 1844 1993 Apr 1416 1245 2150 1525 4920 1993 May 984 1460 0 630 2090 1993 Jun 1828 2345 0 1498 3843 I 1993 Jul 303 470 215 G26 1310 I 1993 Aug 364 620 0 45 866 1993 Sep 1434 2091 2012 - - 735 4838 1993 Oct 1928 2269 95 470 2834 1993 Nov 553 832 300 2726 3858 1993 Dec 129 611 415 - 600 1626 1993 Total 10449 14747 SG40 10164 30551 Grand Totals 10449 32549 2*494 23886 80729 1. - 5
4 , Town of Estes Park Community Development Committee 1993 Advertising Program Performance Summary Media Services I. National Advertising: Estes Park's advertising was placed in l~magazines in two flights, spring and fall, during 1993. The combined buy reached 17,592,000 subscribers across the continent. New for 93: A. American Heritage - We placed a 1/3 page ad in spring and fall. While the cost per inquiry was higher than we like, the conversion and economic return was very positive. Look for a return to this title in 1995. B. Men's Journal - This large format magazine was launched by the publishers of Rolling Stone in 1992. It's editorial style and quality is unsurpassed by any other publication of its type. It has a strong appeal to younger, professional men who are moving into very high income brackets. It's performance for Estes Park in the fall flight was impressive, and we will probably look at this again for 1995. C. Modern Bride - The question of promoting Estes Park as a honeymoon destination has been raised during the last few years. Analysis of honeymoon travel patterns presented by Bride's magazine has indicated that it is not viable. However, late in 93, Modern Bride planned a Colorado "section" for advertisers that was priced low enough for us to run a test ad. The response counts have been relatively low, and Cost Per Inquiry, even with the low cost has remained at the high end of our preferred scale. The ad ran too late in the year to include in our 1993 conversion study. Other Titles: D. The schedule also included Mature Outlook, Midwest Motorist, National Geo Traveler, Outside Magazine, Texas Monthly, Travel & Leisure, and Travel Holiday. These magazines plus ads placed in State Vacation Guide, Denver's Official Vacation Guide, and USA Weekend, generated a low average Cost Per Inquiry of $3.14 for the national program. II. Regional Advertising: Our primary vehicles for reaching the growing metro market between South Denver and Cheyenne are the Denver Post and Rocky Mountain News. Each weekday placement reaches over 627,000 households in the Metro region. Six of our eight ads ran twice in both papers, the other two were 4-color Sunday special section ads which reach a combined circulation of 893,490 readers. Specific events promoted this year were the Wool Market, Horse Shows, the Rodeo and Concert, FolksFest, and Scotsfest 6
¥ I New for 93: Open all Year ads The series began with our fall special section 4-color, full page ad that ran late summer in the Post and News, and was followed with a black and white version in late September. The series presents Estes Park through activity opportunities for which we are well known. Each of these activities is then shown in it's off-season version, which removes the perception of seasonality. Each ad carries the theme "It's only a matter of time before the world finds out. We're Open all Year". At this point the series includes a fall color hike, wildlife watching, two on the solitude of snowshoeing/skiing, and one on the beauty of our winter scenery. Other "activity opportunities" will be added to the series as budget permits. III. Front Range Advertising: Our four tab-size inserts continue to play a key role in maintaining close contact with our primary 1&2 day visitors. Each one focuses on at least one season of events and activities in the Estes area. Each insert runs in the daily newspapers in Boulder, Longmont, Lowland, Greeley, Fort Collins, Cheyenne and Estes Park. A. The February insert promotes both Valentines Day and President's Weekend New for 93: B. We shifted the "summer" insert which traditionally ran late June back into May to better cover those newer events like the Art & Jazz Festival and Wool Market which occur during our still soft late spring. Last year's 3rd Annual Wool Market attendance showed marked improvement over attendance the previous two years. The shift in timing of the insert brought this message to an interested, relatively close-in market which we had not been able to reach as well previous years. C. The fall insert actually drops in late August so that it can include promotion of the FolksFest, then Scotsfest, and fall. D. The early November insert is the primary promotional effort for the Christmas Parade, Thanksgiving weekend, and Christmas shopping. The front range dailies are also used to advertise more "local" events like our Surprise Sale and October Gold events. * IV. Press Release Program: ~his program is produced by Market Reach for the Town on a contract basis.)The press release program gets Estes Park's message out to the public through "free" news and feature coverage and calendar of events coverage:) The repetition of exposure throughout the year achieved through this program would be prohibitively expensive using any "paid" form of promotional tool. During 1993, Estes Park received the equivalent of 27 journal size newspaper pages of coverage attributable to our press-release program. This represents an increase of 20.6% over 1992, and does not include coverage of the Pope's visit, or electronic · coverage. As a point of specific interest,~the arts in Estes Park received $33,473 dollars worth of editorial exposure through this program) That is 49% of the dollar value of all 1993 in-state newspaper coverage for Estes Park< Based on our 1993 plan, we produced and distributed releases on 15 specific events, sent 23 calenttar mailings to regional newspapers, radio stations, and television stations, and responded to 28 specific special requests including itinerary developmen~ 7
. for travel writers from two internationally known travel guides, Frommer's and Fodor's. The progress of this program is reviewed monthly by the Advertising Manager. Summary of Media Services, paragraphs I-IV, partially described above, accounts for 71% of the Advertising Program dollars, and has generated 60,653 telephone information requests (equivalent to 2,460 hours of telephone time), and resulted in the mailing of 73,882 packets to potential vacationers. Production Services The new "Adventure Brochure" was developed, designed, and printed in 1993 to replace the aging "rack card". This six panel brochure will be the primary collateral for front range and welcome center distribution. The rest of the collateral production in 1993 will be replaced by the new Visitors Guide in 1994, saving the Town more than $20,000 annually in material production. Projects/Research A conversion study was conducted on the national magazine program. The results of the conversion study are still being evaluated, but in summary form, we can say that for every 100 inquiries in response to our national ads, 41 parties did visit Estes Park in 1993, and another 33 parties will visit in late 1993 or 1994. On average, each party visiting spends just under $500 while here, pccounting for total expenditures of between $10,588,184 and $19,110,380 to the community.~In-depth demographic characteristics, travel planning tools, and travel patterns have also been gathered as part of this study.~) Advertising Program Annual Comparisons YEAR MEDIA SERV $ FULFILLMENT $ # PACKETS # CALLS C.P.I. 1991 $265,632 $122,917 71,611 51,513 $3.16 1992 $272,279 $117,774 76,778 61,599 $3.17 1993 $276,325 $127,466 73,882 60,653 $3.14 93 vs 92 1% up 8% up 4% down 2% down nominal Submitted by: Peter Marsh Advertising Manager 1/21/94 8
Town of Estes Park Advertising Program 1994 Mission Statement >y- To Promote Estes Park as a vacation destination through effective and efficient use of media communication strategies. Position Statements - 3-&* 1 \1 National Market: Position Estes Park/Rocky Mountain National Park as a premiere mountain vacation destination. 4 Regional Market: Position Estes Park/Rocky Mountain National Park as the regional hub for events, entertainment and mountain recreation 3) Conference Market: Position Estes Park as the location of a new meeting facility unique in scenic appeal and Front-Range proximity for use by mid-size conferences =0
1994 GOALS >tr 1. Increase level of awareness in core national market areas. 2. Establish winter appeal of Estes Park in regional market. 3. Maintain fulfillment requests at or above 1993 level. 4. Maintain incoming 800 calls at or above 1993 level 5. Maintain average gross CPI below $4.00. OBJECTIVES 4 1. Target advertising message to address trip types.1 Trip types that apply to Estes Park include Touring, Outdoors, Country Resort 2. Build on equity of 1990-93 advertising program. 3. Redirect media selection to increase midwest geographic coverage. 4. Maintain presence in travel-focused publications. 5. Maintain presence in active-lifestyle publications. 6. Expand schedule of Open All Year ads. Lrrip Types as defined in Longwoods "Colorado's Opportunities in the U.S. Pleasure Travel Market", October, 1990. 10
Town of Estes Park 1994 Advertising Program Preview Media Services 7 I. National Advertising: 11 magazines will be used in the spring buy with 7 of the same titles repeated in the fall. Circulation in the spring flight will be 17,74&%!Q-which is 4.1 million higher r than last year. Correspondingly, the fall flight will reach a circulation-of 5,907,000, another 1.9 b million over the same period in 1993. This increased circulation is concentrated in the midwest and Q southeast. liZEE#iaugh circulation is up by 36%, the national media cost has been reduced by 6%. ~ New for 94: A. The magazine mix has been modified significantly. Travel & Leisure has been dropped due to poor performance. American Heritage, has been dropped due to relatively high CPI. New publications that were tested in 1993 are still being ~34valuated, and have not yet been rescheduled. We have added three previously used ~ „p¥'£' magazines in order to re-concentrate our coverage of the midwest; Home & Awav, Midwest Living, and Michigan Living will once again carry our message to 4 -j «'- residents of our core market region. A midwest regional buy of Countrv Living will also be added to strengthen our presence in that area. While the decision to move back into these magazines was made prior to the loss of the CTB, the projected volume increase should help offset losses from a scaled-back State Vacation Guide. B. Southern Living, another title from prior years, has been added back to this year. Responses from Southern Living and Midwest Living were very high before we changed to 4-color ads, and fell off dramatically after that. Since both magazines feature black and white "Travel Directory" sections, we have decided to re-test the magazines in that arena. C. We will have an opportunity to participate in a scaled down State Vacation Guide. The book will be 36 pages with a press run of between 150,000 and 280,000 copies. The guide is being produced by the CTB with advertiser funding. Primary distribution will be fulfillment, excess will go to Welcome Centers. Estes Park will advertise with Colorado's Front Range Region. D. National Advertising will continue in National Geo Traveler, Texas Monthly, Travel Holiday, Outside, USA Weekend, and Midwest Motorist, all good performers. II. Regional Advertising: Primary vehicles continue to be the Denver Post and the Rocky Mountain News, reaching well over 627,000 readers per insertion. .--3.-2-,51- 0-~ al q New for 94: An expanded schedule for the newly developed Qpen All Yea~Bs has been established. Different versions of the ads will be rotated to run two weeks each in January, February, March, September, November, and December. In addition, the open all year version of the logo will run on other advertising placed in winter, ~ spring, and fall. 11
y- i_% P - v~-3+ III. Front Range Advertising: Primary means of communication remains the 4 quarterly inserts. Like all advertising, the insert program allows us to introduce Estes Park to new customers, and also remind previous customers that we continue to be the wonderful place they enjoyed before. Unlike most advertising, the insert program allows us to make that contact on a one-on-one basis in a conversational style so we can describe in detail all of the reasons the reader should visit. Estes Park over the following few months. This level of detail is not possible in most standard display advertising. A. The Valentines Day, President's Weekend 4-pg. tab insert will run the weekend of February 6th. B. The spring 8-pg. insert will remain a May placement to help promote Art & Jazz festival, and Wool Market as well as the Rooftop Rodeo in July. C. Summer 8-pg. insert is tentatively planned to run August 21st. Primary topics will be Scotsfest and fall in the Estes valley. D. The Christmas Parade 4-page insert is currently scheduled for early November. IV. Press Release Program: As in past years, the press release program is based on three priority levels; Priority 1 includes pre-determined event press-releases and calendar releases; Priority 2 includes travel writer support, and Priority 3 covers special requests. Each of these has the potential of leading to a major story, and are prioritized more by volume of work than potential value. As an example, tracking in-state clip service reports shows that we generated newspaper coverage equivalent to $67,964 in advertising cost during 1993. Most of this was generated by a combination of Priority 1 and 2. On the other hand, a multi-page story in a travel magazine which could have an advertising value exceeding $120,000, is likely to have come from Priority 2 or 3. *he town contracts with Market Reach to take advantage of their expertise in this area. The contract for 1994 is $12,960, a 2% increase over 1993*he progress and productivity of the press release program is evaluated monthly by the Advertising Manager. V. Collateral Distribution: Our front range brochure distribution program, provided by Certified Folder Display, will continue for 6 months in Colorado Springs, 12 months in Denver, and be expanded from 6 to 12 months in northeast Colorado. This program will utilize the new Adventure Brochure, and will be distributed through 129 high traffic locations in the Denver area; 38 high traffic, 43 hotel, 8 restaurant, 3 car rental, and 14 other locations in Northeast Colorado; plus 47 high traffic, 48 hotel, and 28 other locations in the Colorado Springs area. In total, the program includes 273 points of distribution for an annual fee of $3,007.00. ~ I %15, CO O &-.. ,/~to, VI. Production Services:~As mentioned before, the move to the Adventure Brochure and the new 94 Visitors Guide cuts $20,000 in annual production costs~)Also, CACEP will co-produce the events brochure with the Special Events and Advertising Departments. Representation of the community should help balance our events presentation as has been requested. Crhe assistance will be a combination of design services about 1/4 of the printing cost.) C.-e-,-ir/Lu_A ' •~2-,C-C-- t ALL TVk A--40 4 12
Visited & Will Visit Conversion Rates 1993 Estes Park Conversion Study 100%j 90%-= 80%-* 70%-* 2 - 60%-r 11 I A . Qi, % I .4 50%-' - 4 -ki 40% : 1 :- 30%/ 2 :. F , .... .: , *-4 € - 20%~ + » + 1 - I 10%-' * . 0 - 0%- i 1 1 1 1 1 1 1 , r CTB-OVG USA W-E Tex Monthly Holiday Mat. Outlk Men's Jour. N.G. Trav Outside Am Heritage M-W Moto Trav & Leis I Visited I Will Visit 13 Percent Converted %-d 1& -,5 · lillillillillillillillilillill
1993 Front Range Newspaper Advertising Schedule RUN DATE/DAY SIZE/COLOR THEME NEWSPAPERS CIRC. JANUARY no advertising FEBRUARY 1/1 Sunday 4-pg. Tab Val/Pres Day Front Range 180,000 MARCH no advertising 5*4 APRIL no advertising MAY e /-- 5/9 Sunday 8-pg. Tab Spring/Summer Front Range 7 180,000 5/23 Sunday 1-pg. 4-color Summer Section Post & News*' 893,490 JUNE 6/4 Friday 3x10" b/w Wool MArket News & Post 627,427 6/9 Wednesday 3x10" b/w Wool Market News & Post 627,427 6/4 Friday 3x10" b/w Wool Market Front Range 180,000 6/9 Wednesday 3x10" b/w Wool Market Front Range 180,000 6/18 Friday 3x10" b/w Horse Shows News & Post 627,427 6/23 Wednesday 3x10" b/w Horse Shows News & Post 627,427 JULY 7/9 Friday 3x10" b/w Rooftop Rodeo News & Post 627,427 7/12 Monday 3x10" b/w Rooftop Rodeo News & Post 627,427 AUGUST 8/22 Sunday 8-pg Tab Folks/Scots/Fall Front Range 180,000 8/20 Friday 3x10" b/w FolksFestival News & Post 627,427 8/25 Wednesday 3x10" b/w FolksFestival News & Post 627,427 Same Combination Dates FolksFestival Westword 200,000 8/29 Sunday 1-pg. 4-color Open All Year-Fall Denver Post 440,148 SEPTEMBER 9/3 Friday 3x10" b/w Scotsfest News & Post 627,427 9/8 Wednesday 3x10" b/w Scotsfest News & Post 627,427 9/12 Sunday 1-pg. 4-color Open All Year-Fall Rocky Mtn News 453,342 9/17 Friday 3x10" b/w Open All Year-Elk News & Post 627,427 9/22 Wednesday 3x10" b/w Open All Year-Elk News & Post 627,427 OCTOBER 10/4 Monday 3x10" b/w Surprise Sale Front Range 180,000 10/8 Friday 3x10" b/w Surprise Sale Front Range 180,000 NOVEMBER 11/14 Sunday 4-pg. Tab Christmas/Parade Front Range 180,000 DECEMBER no advertising l/V- 'IL V- €41 / - Total Program Impressions - 1993 r - e~~~~ 10,956,104 7€ 0 pr yAN,Sh - 1 3 Mit 14
.. Press Release Program Program Cost vs. Newspaper Coverage $701- $50-~ -55 E $40/ m J ~ $30-~ $20-* 1 1 1 ,44 $10-* $0. 1 r 1992 1993 I Cost El Value 9~5-'6Yv- ~¤~~-06'~~ »»y 15
1993 Advertising Budget Ad Program Excluding Fulfillment Projects/Research (5.1%)7 miiiimm,1,~gy 16
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ECONOMIC VALUE TO ESTES PARK ACTUAL VISITATION: 2,-7 - 63' o Ad Responses 52,277 Inquiries Conversion @ 41% 21,324 ...Visiting Parties Average Expenditure $494 Expenditure per Party Total Expenditure $10,588,184 Economic Value to Estes Park Theoretical Sales Tax Revenue @ 4% $423,527 Theoretical Sales Tax Value Magazine Program Exp. $131,591 Investment # Times returned 3.2 ACTUAL PLUS INTENDED VISITATION: Ad Responses 52,277 Inquiries Conversion @ 74% 38,685 Visiting Parties Average Expenditure $494 Expenditure per Party Total Expenditure $19,110,380 Economic Value to Estes Park Theoretical Sales Tax Revenue @ 4% $764,415 Theoretical Sales Tax Value Magazine Program Exp. $131,591 Investment # Times returned 5.8 18
Advertising Program Annual Comparisons YEAR MEDIA SERV $ FULFILLMENT $ # PACKETS # CAilS C.P.I. 1991 $265,632 $122,917 71,611 51,513 $3.16 1992 $272,279 $117,774 76,778 61,599 $3.17 1993 $276,325 $127,466 73,882 60,653 $3.14 93 vs 92 1% up 8% up 4% down 2% down nominal 19
Criteria used to determine 1994 magazine buy EDITORIAL CATEGORY Magazine editorial must focus on travel or lifestyle themes. Travel and lifestyle themes include: Travel Club, Regional Lifestyle, Regional Cultural, Theme Travel, Pure Travel, Retired/Empty Nest, Gender Lifestyle, Scientific Travel DEMOGRAPHICS Magazine reader profile InUSt approximate Estes Park visitor profile or target audience profile. GEOGRAPHICS Subscription base must include one of our top 20 states, and circulation within that region is counted. ECONOMICS/PERFORMANCE Cost per thousand circulation (CPM) must have some relationship to readership quality and interest in our product. Cost per inquiry (CPI) when known, must not exceed previous year's average CPI- unless for a specific reason, i.e. quality and/or size of readership base. Dollar cost must be proportionate to balance of the program. Response per thousand circulation should fit goals efficiency. For 1994, 11 magazines were selected from 17 titles reviewed which were culled by approximately 30 initial candidates 20
- / National Magazine Circulation 1993-1994 Comparison by Season 181 *'ill//ililitillk 04+91*ge#S€.A 16-" ilillith 14-* 12-I A fi 10-/ 2 4\\15* 5 8/ 994 6-/ 4/ 1. 1 r Spring Fall I 1993 0/3 1994 21
1994 Front Range Newspaper Advertising Schedule RUN DATE/DAY SIZE/COLOR THEME NEWSPAPERS CIRC. JANUARY 1/14 Friday 3x10" b/w Open All Year-Trax News & Post 627,427 1/19 Wednesday 3x10" b/w Open All Year-Trax News & Post 627,427 FEBRUARY 1/6 Sunday 4-pg. Tab Val/Pres Day Front Range 180,000 2/25 Friday 3x10" b/w Open All Year-Skier News & Post 627,427 MARCH 3/2 Wednesday 3x10" b/w Open All Year-Skier News & Post 627,427 3/18 Friday 3x10" b/w Open All Year-Air News & Post 627,427 3/23 Wednesday 3x10" b/w Open All Year-Air News & Post 627,427 APRIL no advertising MAY 5/8 (T) Sunday 8-pg. Tab Art/Jazz/Wool Front Range 180,000 5/22 Sunday 1-pg. 4-color Summer Section News & Post 893,490 JUNE 6/3 Friday 3x10" b/w Wool Market News & Post 627,427 6/8 Wednesday 3x10" b/w Wool Market News & Post 627,427 JULY 7/8 Friday 3x10" b/w Rooftop Rodeo News & Post 627,427 7/11 Monday 3x10" b/w Rooftop Rodeo News & Post 627,427 AUGUST 8/21 (T)Sunday 8-pg. Tab Scotsfest Front Range 180,000 8/28 Sunday 5x13" 4-color Open All Year-Fall Denver Post 440,148 SEPTEMBER 9/2 Friday 3x10 b/w Scotsfest News & Post 627,427 9/7 Wednesday 3x10" b/w Scotsfest News & Post 627,427 9/11 Sunday 5x14" 4-color Open All Year-Fall Rocky Mtn News 453,342 9/16 Friday 3x10" b/w Open All Year-Elk News & Post 627,427 9/21 Wednesday 3x10" b/w Open All Year-Elk News & Post 627,427 OCTOBER 10/3 Monday 3x10" b/w Surprise Sale Front Range 180,000 10/7 Friday 3x10" b/w Surprise Sale Front Range 180,000 NOVEMBER 11/13 Sunday 4-pg. Tab X-Mas Parade Front Range 180,000 11/4 Friday 3x10" b/w Open All Year-TBD News & Post 627,427 11/9 Wednesday 3x10" b/w Open All Year-TBD News & Post 627,427 DECEMBER 12/9 Friday 3x10" b/w Open All Year-TBD News & Post 627,427 12/14 Wednesday 3x10" b/w Open All Year-TBD News & Post 627,427 Total Program Impressions - 1994 14,160,666 22
1993 Adve rtising Budget Ad Program Excluding Fulfillment Projects/Research (5.1%)7 '~Media Services (70.8%) 1994 Adve rtising Budget Ad Program Excluding Fulfillment Projects/Research (1.6%)1 Production Services (20.496)~ --,~52=~
February 3, 1994 MEMORANDUM TO: Community Development Committee FROM: Betty Kilsdonk, Museum Director SUBJECT: Museum Report 1. Statistics: For December - Attached. The Museum is closed until April 2. 2. Staffing: John Carr of Ft. Collins began work as the new museum curator on February 1. John was the collections manager at the Aurora History Museum and has worked at the Loveland, Longmont and Ft. Collins Museums. 3. Exhibits: Piecework Magazine has confinned that they will publish a feature article on the Museum's summer women's clothing exhibit. The Art Center of Estes Park will display beaded purses from our collection and possibly host a beading workshop in conjunction with the exhibit. The interior of the National Park Service headquarters building was painted using community service tabor. John Carr's first project will be the renovations to the permanent exhibits scheduled to open April 2. For this project we will receive assistance from Eagle Rock School and several other volunteers. 4. Programs: The Museum's February 17 program speaker will be former Advisory Board member Duke Sumonia, who will speak on the history of aviation in Estes Park. Thc January storytelling program drew 31 children and adults. 5. Grants: The Museum submitted a $22,000 general operating support grant application to the Institute of Museum Services on January 21. Our $4500 grant a- application to the State Historical Fund for a historic structures report (the topic of last Friday's "Our Life in Estes" article in the Trail-Gazette) was not funded and we may resubmit it on March 1. 6. Parade: The Museum wishes to sponsor the May 7 Duck Race parade and will proceed to do this if there are no objections. 7. Fence Cut: On January 19, Town staff and Advisory and Friends Board members met - to decide on the type and location of a gate accessing the fairgrounds for antique car rallies. We will erect one fence for vehicle and pedestrian traffic. 8. Planning: Members of the Advisory Board and I met with Bob Dekker on January 7~ 26 to discuss long-range planning for the Museum. 9. 6 Training: Some Advisory Board members and I will participate in not-for-profit 1 board training at CSU in February and March. 24
Estes Park Area Historical Museum MONTHLY STATISTICS December 1993 VISITATION Aticndanm Days open Visitor count Average/day Dec 1993 16 434 27.1 Dec 1992 15 434 28.9 % Change +6.6% 0% -62% YID 1993 204 11203 54.9 YTD 1992 192 7671 * 39.9 % Change +63% +46% +373% Geographic Breakdown Local Rest of Colorado Rest of United States Foreign Dec 1993 251 150 28 5 % of total 58% 343% 6.5% 1% YTD 1993 3013 3483 4565 142 9 of total 26.9% 31.1% 400% 13% Dec 1992 230 105 89 10 96 of total 52.9% 243% 203% 2.3% Y'ID 1992 1443 2520 3582 124 % of total 18.8% 32.9% 46.7% 1.6% Catogories Adults Children Members Families Groups Other Dec 1993 162 45 71 156 0 0 0 % of total 37.3% 10.4% 16.4% 35.9% 8.7% 13.9% YID 1993 3458 309 711 2330 715 1118 % of total 40% 3.6% 82% 27% 8.3% 12.9% OUTREACH PROGRAMS Number Attendance Dec 1993 4 148 Dec 1992 9 215 YID 1993 72 10887* 25
. 1 RESEARCH REQUESTS Number Dec 1993 1 YID 1993 72 YTD 1992 61 i. ·. li it b ; fl: 1 :11:: 1: 1 11 ./,! i I TOTAL PATRONS SERVED BY MUSEUM YTD 1993 19,185 MEMBERSHIP Individ. Family Cont/Bus Life Sponsor Total Dec - New 1 6 0 0 0 7 Dec - Renew 4 3 .1 0 0 8 Total 142 241: 89 63 3 547 VOLUNTEERS Number Hours In-kind cost (at $9.20) Dec 1993 12 93 $ 848 YID 1993 44 4060 $37,344 * Includes 3 television broadcasts of 1000 each. 26
CONTRACT FOR PASSENGER TRANSPORTATION SERVICES THIS AGREEMENT, effective the day of 1994, by and between the TOWN OF ESTES PARK, P.O. Box 1200, Estes Park, Colorado, 80517 ("Town") and the ESTES PARK TROLLEY CORPORATION, a Colorado Corporation, P.O. Box 2360, Estes Park, Colorado, 80517, ("Company") . WHEREAS, the Town is responsible for administering certain portions of the Estes Park Downtown.Redevelopment Program, which includes provisions and programs for traffic circulation and parking, and movement of motor vehicles and pedestrians; and WHEREAS, Estes Park needs public transportation during certain periods of the year to accommodate the vast number of tourists and visitors; and WHEREAS, the Company is in the business of providing public transportation for passengers to, within and from downtown Estes Park and various locations in the Estes Park community, and holds a permit from the Colorado Public Utilities Commission for such business; and WHEREAS, the Company has provided such passenger transportation services since 1987 in the Estes Park community. THEREFORE, in consideration of the mutual covenants and obligations in this contract, it is agreed by and between the parties as follows: 1. Company Services. The Company shall provide trolley (bus) passenger transportation services in the Estes Park community including to, from and within the downtown Estes Park area from approximately May 31, 1994 through September 5, 1994. The Company shall operate three trolley-type vehicles for such services. Additionally, the Company shall also provide the services contained in Appendix A, attached and made part of this contract. 2. Consideration. For the passenger transportation services, the Town shall pay the Company Twenty Thousand Dollars ($20,000.00) as follows: Date of Approval of this Contract by Town $15,000 May 31, 1994 $ 5,000 27
C 3. Town Representative. The Town hereby designates the Town Administrator as its representative who shall make or properly designate within the scope of his authority, all necessary and proper decisions with reference to this contract. 4. Independent Contractor. The services to be performed by the Company are those of an independent contractor and not as an agent, representative, officer, or employee of the Town. 5. Insurance. The Company shall procure and maintain during the entire term of this contract standard form comprehensive general public liability and property damage insurance in the amount of at least $150,000.00 per person and $600,000.00 per occurrence. Said policy shall include the Town as an additional insured and shall include a provision prohibiting cancellation or termination without thirty (30) days prior written notice to the Town. A Certificate of Insurance in a form acceptable to the Town shall be provided to the Town by the Company. The parties understand and agree that the Town is relying on, and does not waive or intend to waive by any provision of this contract, the monetary limitations (presently $150,000.00 per person and $600,000.00 per occurrence) or any other rights, immunities, and protections provided by the Colorado Governmental Immunity Act, 24-10-101 et. seq., C.R.S., as from time to time amended or otherwise available to the Town or any of its officers, agents or employees. 6. P.U.C. Permit. The Company shall maintain its current permit from the Colorado Public Utilities Commission for its operations during the term of this contract. 7. Default. Each and every term and condition hereof shall be deemed to be a material element of the contract. In the event either party should fail or refuse to perform according to the terms of this contract, such party may be declared in default thereof. 8. Remedies. In the event a party has been declared in default hereof, such defaulting party shall be allowed a period of five (5) calendar days following mailing of written notice of default within which to cure said default. In the event the default remains uncorrected, the party declaring the default may elect to: (a) terminate 28
the contract and seek damages; (b) treat the contract as continuing and require specific performance; or (c) avail itself of any other remedy at law or equity. In the event of default of any of the agreements herein by either party which shall require the party not in default to commence legal or equitable actions against the defaulting party, the defaulting party shall be liable to the non-defaulting party for and pay all costs, expenses, expert and legal fees related to such default. 9. Severabilitv. It is agreed the invalidity or unenforceability of any section, paragraph or provision of this contract shall not affect the validity or enforceability of any one or more of the other sections, paragraphs or provisions; and that the parties hereto shall execute any other instruments* or perform any acts which are or may be necessary to effectuate all and each of the terms and provisions of this contract. 10. Assignment. This contract shall not be assigned by the Company without prior written approval of the Town. 11. Entire Agreement. This contract constitutes the entire agreement between the Company and the Town and supersedes all other agreements of any nature between the parties. TOWN OF ESTES PARK By: Mayor ATTEST: Town Clerk ESTES PARK TROLLEY CORPORATION By: ~-1-b\*231.1 29
APPENDIX A The Estes Park Trolley Corporation shall provide the following: 1. Provide service to the Estes Valley, including the YMCA and travel parks to the west of the central business district, based on the needs of the tourist community, as mutually determined by the Town and company. 2. Toll-free trolley service for special events on the following: NUMBEROF DATE EVENT TIME TROLLEYS Aug. 23-27 Rally 'n the Rockies 9 a.In.-8 p.In. 3 Sept. 8-11 Longs Peak Highland Scottish Festival 9 a.m.-8 p.m. 3 3. Provide toll-free trolley service to the Marys Lake Employee Housing project at Marys Lake Lodge at least six times per day, seven days per week during regularly scheduled service. The stop shall be at the main driveway entrance off Marys Lake Road. 30
.r---------=------------ I USE THIS OFFICIAL REGISTRATION FORM: ~ 1 Name ' FILL OUT , Address & REGISTER State ~ City Zip_ WITH THIS latephone FORM.7 ' " 1 Contact Person i , " TODAY! ... , 6 §end $10 with this reglstration to: BETTER EARTH COMMITTEE FOR 1 , ERY#S PARK P.O. BOX 2257, ESTES PARRi CO. Or bting the form to Partners For 0 , r ~ Better Earth, the Town of Estes Park Municipal Bulldint; or Chamber of Commerce. . I CATEGORIES: RETAIL BUSINESS, RESTAURANT, ACCOMMODATION,.BANIOPROFESSIONAL OFFICE ' 1 . GOVERNMENTAL SCHOOL CHURCH OR HOME 1. . R
. tz-1 3(93 REQUEST FOR FUNDING FOR AN ACTION PLAN TO · ENCOURAGE COMMUNITY WIDE INVOLVEMENT IN PRACTICES DESIGNED TO PROMOTE ENVIRONMENTALLY SOUND LIVING PRACTICES AND TO ESTABLISH ESTES PARK AS A NATIONALLY RECOGNIZED CENTER FOR ECO-TOURISM Submitted by The Better Earth Committee for Estes Park Nancy Bradford-Richardson, Jackie Hutchins Stephen Gillette ek O F jl T Pron A 5 Jim Tawney - 9233 LeeAnn Wehr December 3, 1993 31
. INTRODUCTION This proposal is an outgrowth of discussions and meetings involving concerned citizens, the town manager and key individuals, with regard to creating a major movement to increase environmental efforts, and to publicize them in ways that will establish Estes Park as a nationally recognized center for Eco-tourism. Following recommendations, a "better earth" committee was formed, comprised of representatives from many areas of the community. The proposal which follows is supported by $750 in financial commitments from two members of the committee. MISSION STATEMENT To encourage community wide participation in daily activities designed to promote environmentally sound living practices, and in so doing, establish Estes Park as a nationally recognized center for Eco-tourism. GOALS To involve local business participation through a contest designed to increase and document environmentally sound practices, using the book 50 SIMPLE THINGS YOUR BUSINESS CAN DO TO SAVE THE EARTH To involve the student body and staff of the local schools in activities which facilitate environmental awareness and environmentally sound practices, through a contest- type activity based on the books 50 SIMPLE THINGS KIDS CAN DO TO SAVE THE EARTH or, 50 SIMPLE THINGS YOU CAN DO TO SAVE THE EARTH To increase the number of Earth friendly resources in each of the local school libraries, as well as the Estes Park Public Library, through contributions initiated from the business community To increase responsible consumerism and citizen participation in the areas of purchasing recycled products and the use of energy saving, environmentally sound products through a public information campaign To increase opportunities for recycling all paper products, rather than simply newspaper, through strategies designed to transport these products to centers which currently accept them, and through efforts to increase the number of existing centers which will accept a broad range of paper products 32
To increase responsible consumerism through coordination of all government agencies as well as the identification and coordination of existing community volunteer efforts. To initiate an Earth Day type activity in Fall '94 to publicize our progress, and generate increased participation in efforts to promote environmentally sound living practices in Estes Park 33