HomeMy WebLinkAboutPACKET Community Development 1999-05-271 i Prepared: May 21, 1999 Revised: AGENDA Town of Estes Park - Community Development Committee Thursday, May 27, 1999 8:00 a.m. 1. MARKETING a. Advertising Report b. Conference Center Report (1) Spring Advertising 2. MUSEUM/SENIOR CENTER a. Cobb-Macdonald Cabin b. Monthly Report - Museum c. Senior Center (1) Special Transit (2) Monthly Report 3. SPECIAL EVENTS a. Banner Regulations & Specifications - change in banner location at Visitors Center b. Multi-Use Field design update & discussion 4. CHAMBER RESORT ASSOCIATION a. Report by Dave Thomas The Community Development Committee reserves the right to consider other appropriate items not available at the time Agenda was prepared.
7 fi Community Development Committee Advenising Program Report May 27, 1999 1. Requests for Information as of4/30/99 A. Vacation Planner Requests: Overall, the level of requests is down 22%, similar to last month. Advertising generated requests are running 2% ahead ofthe same period last year. Graph of Overall requests is attached. B. Incoming 800 calls: Calls are ahead of last year by 2%. Primarily a function of having initiated automated answering which allows the phone to be answered 24 hours per day. Graph is attached. C. Vacation Planner e-mail: E-mail is running 18% over the same period last year. Total Visits are also up by 90%. Graph attached. 2. May 2nd Front Range newspaper insert. 180,000 subscribers. 3. Adventure Brochure Revisions for 1999. 4. Work in progress: A. Fall magazine ads B. Rodeo Poster and rack card C. Wool market newspaper ads ta.-1
Y, r Estes Park Inquiries w/0 USA Weekend Requests for Information 1994-1999 40 36 33.313 31,327 32 29,771 29,283 29.313 28 -- 22,791 43 24 8 20 _-_ru..."I-~J:I~ M 16 - .3 . - - 12 - i..., _r - ... 8 ---- 4 0 -*i- 4-31.,tr.J..1.--*- liwil ~I 1994 1995 1996 1997 1998 1999 Table le Year-to-Date April 30 14 -1
1 7 Estes Park - WATS Line Calls 1994- 1999 April 30 25,000 20,179 20,000 19 480 ~Wawn- 18,316 ~ 18,015 CUTIi'"*: al- -. =/=.EiE:k. 0"In,"ma#/2 15,366 *49==1 ==-1524 ==8~718/li/E - 15,000 --~~~9 .1 11. 111111 =m , Frr--_ *i~ lili'krt... 10,000 ~ =*=m t-Urt7.to·•1'51 *%==M -- ... 5,000 ""0/4,"I'll 2*4*:0~.3~ =m..=wa ==mi .==2==*~ 01*38*016£28 0 -9 1994 1995 1996 1997 1998 1999 la-3
1, f E-Mail Requests for Vacation Planners 1996 through 1999 2500 2,268 2000 1,928 *441 6/millial-F-mind-MI:-I--i-lil 1500 .. 1000 Imm,=-=m/-6 .1 .11.lilli. 500 363 I ~-3 ''-111"' 4 hg=-=4_i --6 0 1997 1998 1999 Year-To-Date April 30 1 4 -4
Community Development Committee Museum Monthly Report May 27, 1999 a. Cobb-Macdonald Cabin Town trustees approved a bid of $4420 from Front Range Log Homes to repair the Cobb- Macdonald Cabin on the Museum grounds. This work included removing the existing asphalt singles and replacing them with wood shingles. Due to an increase in shingle cost, the work will cost $556 more than was bid, for a total cost of $3«6. As work was already 11 44 1 e underway when the price increase occurred, we proceeded with the reroofing. We will obtain the additional funds within the Museum's current budget. Other work done on the cabin includes restoration of a porch and wood box, a chimney cap, and repairs to the outhouse. b. Monthly report Upcoming Events Saturday, May 29, 10-5 pm Object Identification Day At the Top Hands' Estes Park Antiques and Collectibles Show at Barn W. A fundraiser for the Friends of the Estes Park Area Historical Museum. Admission to the show is $1.00. Objects for identification cost $4.00 for the first item, $3.00 for each additional item, and there is a 3-item limit. Wednesday, June 2 Chamber Resort Association Ambassadors tour facility Friday, June 5, 9 am to 1 pm Allenspark Historic Sites Tour Limited to 14 participants Friday, June 18, 7:00 pm at the Senior Center The Estes Valley: Its Environment, History and Culture, Meet Our Local Authors Ernest Bernard, author of a new annotated text of Isabella Bird's A Lady's Life in the Rocky Mountains will give a slide presentation. He and five other authors will be present for a book sale and signing. Sponsored by the Friends of EPAHM. Sunday, June 20,1-5 pm Free day; Power! exhibit closes HVAC System Installation Timberline Mechanical is under new ownership, but the installation of the Museum's HVAC system is still scheduled for June 2-18. 24-1
1 1 April 1999 Gallery Attendance - 119 Out of State 30 Foreign 6 Colorado 69 April 1999 Program Attendance (off-site) - 47 Hydro Plant Tour Total Attendance, April 1999 - 166 1999 Attendance goal - 12,893 1999 Year to Date - 802 % of year lapsed - 33 % of goal achieved - 6.2 1995-1999 Attendance Admissions 1999 April 166 $140.75 1998 11,721 $4,946 1997 4,271 $5,449 1996 11,539 $15,233 1995 7,210 $8,076 1999 Revenue goal - $5,440 Revenue to date - $538.50 % of goal achieved - 9.9 24 -,2.0
1 ,r Community Development Committee Senior Center Monthly Report Thursday, May 27, 1999 Special Transit Update The current plan and agreement between the Town of Estes Park and Special Transit of Boulder was for services to begin in the year 2000. Steve Blacksher had indicated he would try and get abbreviated service (a goal of one day per week) available in Estes Park sometime in 1999. Steve has been attempting to secure Title 111 funding through Larimer County to get some service underway in 1999. Apparently there has been some misunderstanding and confusion as to procedures and timing; and, therefore, it is unclear at this time whether or not such service will be available this year. Steve is still hopeful about the possibility, but in any case not prior to July. In any event, the focus remains on the original proposal for starting service in the year 2000 and for which the town has pledged matching funds of $7,250 which was included in Special Transit's grant request submitted April 1, 1999. Staffing We continue to survey and study our staffing levels to ensure the appropriateness of hours, pay grades and hourly rates of all Town employees at the Senior Center. Several issues remain unresolved. We recently advertised for a year around cook at 30 hours per week to replace Priscilla Haughey, recently promoted to Food Services Supervisor. We are pleased to announce that Jan Thompson, who has served us very well as a call- in cook, has agreed to fill that position through the end of this year. This will give us additional time with which to clarify staffing issues. Meals 974 meals were served in April, 1999; 513 congregate meals and 461 meals on wheels. A modest increase for the suggested donation for meals has been announced jointly by the Town of Estes Park and the Estes Park Senior Center, Inc. The suggested donation for persons age 60 and over increases from $3.00 to $3.50. For those under 60, the suggested donation increases from $3.75 to $4.00. These are suggested donations only and are given anonymously. Those who cannot afford the suggested donation are welcome to give as they are able. In an effort to better manage food quantities, we are urging meal participants to make reservations by 2:30 p.m. the previous day. 26-l
1, f Fund Raisers Senior Center, Inc. hosted a Breakfast Buffet at the Senior Center in May and served over 90 guests. All labor for food purchases, preparation, serving and clean-up was volunteer supported. Net funds raised exceeded $500. The Seniors are planning to make this a monthly event at least throughout the summer and fall months. June 12 is the next scheduled Breakfast Buffet and is open to the public. Selling tickets to benefit the Senior Center in the Rotary Club's annual Duck Race resulted in funds raised of $1,273. 20- 1
MEMORANDUM TO: Honorable Mayor Dekker and Board of Trustees FROM: Special Events Department - Linda Hinze DATE: May 27,1999 SUBJECT: Banner Location at Visitors Center Background: Banner Regulations & Specifications revised 10-14-97 allow for a Banner on the north face of the Chamber Resort building (4' X 8' maximum). The Chamber Resort Association has asked that nothing be attached to the front of the building. After discussing this with David Thomas of the CRA, the Parks Department, Bill Linnane and Steve Stamey we find that we could place banner poles just east of the driveway on the grass between the parking lot and sidewalk on the fence line. Banner size to be 3' X 8'. This would allow for good visual from the highway without interfering with the building. The Special Events Department would erect this structure - matching the posts already holding signs in the vicinity. The Chamber Resort Association will have a banner made to use when space has not been requested by a special event. Due to underground utilities it us not feasible to erect a Banner in present Location # 2 and will probably not ever be. Cost: Approximately $125.00 plus staff labor. Recommendation: Recommend that Banner Location #l be deleted from regulation. Recommend that Banner Location #2 become Location #1 Recommend that Banner Location #3 become Location #2 and revised to read: On the island area between the sidewalk and parking lot to the east of the main entrance on the fence line. Recommend changing "Specifications" for new Location #'s as needed.
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. 3/26/97 Revised: 10/14/97 TOWN OF ESTES PARK BANNER REGULATIONS & SPECIFICATIONS The Town of Estes Park has three approved banner sites: Banner Location #1 - Island east of the former Coffee Bar (20' x 3' maximum). Banner Location #2 - In the right-of-way area west of the Highway 34/36 / Intersection (30' x 3'). Banner Location #3 - On the north face of the Chamber of Commerce Building (4' x 8' maximum). This site shall be terminated when Location #1 / is made available. The Special Events Dept. will sanction banners for approved Estes Valley events. REGULATIONS. 1. Banners will be installed, free-of-charge, by the Special Events Department, with the Dept. furnishing sufficient rope and fasteners. 2. The request to display banners must be submitted to the Town's Special Events Director at least 30 days prior to the proposed event. 3. Banners for Town-sponsored events will be given first priority. 4. Established, annual events will be given first priority of their choice of banner location. If event sp onsors desire to advertise the event at two locations, and the other banner site is available, they may do so. 5. Banners may be "double-sided" at the discretion of the event organizer. 6. Banners may not be installed more than 14 days prior to the scheduled event, and will be removed thereafter. 7. The Special Events Director may refuse the use of a banner, and/or may attach any conditions deemed necessary regarding the use of banners. 8. Event sponsor names are acceptable.
9. Should the banner become damaged during display, it wiU be immediately removed by the Special Events Department. 10. Banners with campaign or commercial advertising will not be accepted. 11. The applicant hereby indemnifies and holds the Town of Estes Park, its employees, officers and agents harmless from all claims, demands and damages the Town, its employees, officers and agents incur as the result of the display of the banners set forth in this application. Said indemnity shall include, but not be limited to, all costs of defense, including reasonable attorney's fees, expert witness fees, and court costs incurred by the Town s a result of any such claim. SPECIFICATIONS. 1. For Banner Location #1, banners may not exceed a maximum of 20' x 3', or be at the discretion of the Special Events Director. 2. For Banner Location #2, banners shall be 30' x 3'. 3. For Banner Location #3, banners may not exceed a maximum of 4·' x 8', or be at the discretion of the Special Events Director. 4. Grommets shall be "heavy duty", a minimum of 5/8" ID, no more than 12" apart along the top edge, and no more than 24" apart along the bottom edge. Reinforced 5/8" ID grommets shall also be installed in the four corner edges of all banners. / 5. To preclude standard lettering on a solid background, all banners shall include an artistic expression(s). 6. Solid banners are preferred, however, wind-slotted banners will be accepted. 7. Event sponsors should consult banner suppliers to ascertain materials best- suited for their banner application. 8. The Town of Estes Park will not be held responsible for any damages due to wind and/or other causes, including instaUation, and the like. 2
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ESTES PARK SURVEYORS & ENGINEERS, INC. Telephone 970-586-5175 Receive FAX at 970-586-6331 Post Office Box 3047 Estes Park, CO 80517 May 26,1999 W.O. 3127 LETTERS \ 3127 Mr. Bill Linnane, Public Works Director Town of Estes Park P.O.Box 1200 Estes Park, CO 80517 Re: Soccer Field at Stanley Park Dear Mr. Linnane: Thank you for the opportunity to work on this project. Enclosed is a formal cost estimate for the general contracting, site management, and layout of a soccer field at the proposed site in Stanley Park. Throughout the process of putting together this estimate we have consulted with TDK, a company who specializes in the design and construction of professional playing fields, and numerous others who are involved in field maintenance on a day to day basis. With their help, we have put together a mid range cost estimate for the construction of a field which provides a long lasting, quality playing surface. We understand that the cost is above budget and feel that it could be cut in several ways. If the schedule would allow, the field could be seeded instead of sodded reducing that area of the estimate by about 25%. It has been mentioned during group meetings with the public works department that material, stock pile from the(~ast time Lake Estes was dredged, could be available and used for this project. If so, that could lower the cost consid~rable in the area of the estimate which now contains approximately 40% of the total cost. 1,15~* Thanks again for this opportunity. If you have any question or need additional information, please contact us. »\51; Respectfully yours, Estes Park Surveyors & Engineers, Inc. c:55 3. L_ rm. 14 UP- Christopher M. Kuglics Project Engineer d
ESTES PARK SURVEYORS AND ENGINEERS, INC. P.O. BOX 3047 (PHONE) 970-586-5175 ESTES PARK, CO 80517 (FAX) 970-585-6331 TOWN OF ESTES PARK 5/26/99 CONSTRUCTION COST ESTIMATE W.0.. 3127 SOCCER FIELD - STANLEY PARK CONSTRUCTION COSTS QUANTITY UNIT PRICE TOTAL GRADING 15,000.00 ENTRY CUT / FILL CULVERT SUB GRADING TOP SOIL 38,500.00 IMPORANG MIXING FINISH GRADING SOILAMENDMENTS 48,000.00 IMPORTING MIXING FINISH GRADING IRRIGATION 15,000.00 MATERIALS AND INSTALLATION METER AND PRESSURE REDUCING VALVE SOD 30,800.00 DELIVERY AND INSTALLATION 110,000 $0.28 / SF CONCRETE DRAINAGE PAN 8,100.00 MATERIALS AND INSTALLATION UNDERGROUND CONCRETE VAULT ASPHALT 1,500.00 MATERIALS AND INSTALLATION 1,500 $1.00 / SF ROCK (RIP-RAP) 2,000.00 MATERIALS AND INSTALLATION 40 $50.00 / CY FENCING 8,400.00 MATERIALS AND INSTALLATION 700 $12.50 / LF SUB-TOTAL 167,300.00 Page 1 of 2
MANAGEMENT COSTS TOTAL CONTINGENCY 14,000.00 SITE MANAGEMENT / LAYOUT 16,000.00 SUB-TOTAL 30,000.00 SUB-TOTAL FROM PAGE ONE 167,300.00 TOTAL 197,300 Page 2 of 2
1999 Marketing Plan Executive Summag The U.S. vacation marketplace has become increasingly competitive especially in view of the state's unwillingness to fund tourism promotion and from the increased competition among Colorado resorts, especially mountain ski resorts, which see the summer traveler as an important and accessible target group. State funded tourism is not a possible remedy for failing tourism. Each community is left to the own devises for attracting tourists. We, like our competitors, in fact like any modern business, must find new and more innovative ways to market our destination. The consumer continues to change in how they plan and book a vacation. Today's consumer is far different in many respects from the tourists who came to Estes Park in the past. They are a fragmented group with multiple needs and increasing demands on their time in both planning and taking a vacation. Destinations must market in new ways to compete with new and well-funded competition. Changes among the consumer and the new competitive pressures require savg and creative marketing. These changes present two challenges to MAC and the EPCRA. First, how do we attract and increase the number of first time visitors and second, how do we create effective marketing programs with limited funds. The 1999 marketing plan is based on re-positioning Estes Park as a vacation destination of choice. A major component ofthis new strategy is the creation of a single, common message that will entice, attract, and elevate the image of Estes Park. This new message suggests that Estes Park is like no other, a special place, and superior to other Colorado vacation destinations. In a word, compete. With this in mind, MAC created the WorldAbove logo and slogan as the cornerstone for executing our long-term marketing direction. In its first year, MAC created a general framework to operate and direct marketing efforts and produced several successful programs: 1. Unified CRA and Town marketing programs under the auspices ofone group for greater control and consistency 2. Created a long term marketing direction 3. Constructed a new web site that markets the entire area 4. Created new events and corporate partnerships that build distribution and awareness ofEstes Park 5. Conducted front range research to determine the consumers perception of Estes Park and aide in forming new advertising
6. Created a new and more aggressive vacation planner to attract first time visitors and increase our overall conversion rate. 7. Supplemented the towns advertising campaign. 8. Created new events that will attract visitors in the shoulder and off-season. Our 1999 plan calls for a continuation ofthe basic strategies devised in 1998. As the accompanying plan indicates, MAC will focus on these programs: 1. Expanded advertising in magazine, print and television 2. Increase our investment in the internet 3. Protect our summer business while increasing our shoulder season visitations 4. Explore new marketing and advertising channels 5. Integrate the new theme, A WorldAbove, as the cornerstone for all marketing programs. The 1999 marketing plan is a collaborative effort ofthe MAC members whose principal mission is to create a long-term marketing direction that increases market share and revenues. The 1999 plan is a framework for action. Each member and each department is accountable for producing results as determined by the objectives herein. 4-
I - Marketing Advisory Council 1999 Goals and Marketing Plan 1
Marketing Advisory Council (MAC) Mission statement Build a long term marketing direction and plan that positions Estes Park as a vacation destination that increases market share and revenues. Establish and execute specific marketing and product plans that improve the competitive viability of the community. Goals Develop a long term marketing strategy to increase revenues and marketshare. Provide marketing leadership to the community Create awareness of tourism's impact on Estes Park Develop a long term funding mechanism MAC Members R. Widmer, J. Barker, T. Licence, M. House, L. Wexler, T. Pickering, P. Marsh, B. Almond, L. Hinze, C. Blackman, D. Thomas 2 S-
. 1999 Marketing Plan Background The MAC marketing plan focuses on specific marketing action that will achieve its overall goals. The original positioning statement remains and guides our marketing programs: To Position Estes Park as a Vacation Destination of Choice. In its first year, MAC created a general framework to operate and direct marketing efforts. That plan produced a number of successful programs: A common theme and new branding, A World Above was created as the cornerstone for all marketing efforts. The brand achieves a major goal to create a common and unified marketing message that sells the uniqueness of the area as a vacation destination. An increase of $100,000 in EPIC funds, provided the necessary funds to create and supplement specific advertising and marketing programs Construction of a gateway web site to attract new visitors and support local businesses. Expanded corporate and industry partnerships to include cooperative advertising and promotions. Conducted front range research to determine level of interest and perception of the area . Developed a new format and design for the creation of a vacation planner Supplemented the Town's ongoing advertising campaign MAC's 1999 marketing plan will build on the original goals and strategies established in 1998. 3 I-
Markets Longwoods Travel USA research segments the travel market in terms of the traveler's stated main trip purpose. (see Longwoods research) To help us define our market, Longwoods identified these three groups which are instructive in targeting our customer groups, which are closely aligned to the advertising committees definition. They are: * A touring trip is an overnight trip by car, bus or train through areas of scenic beauty, cultural, or general interest. * An outdoors trip is an overnight trip whose main purpose is to experience the natural environment where you may engage in outdoor activities such as camping, hiking, camping, fishing or rafting. * A ski trip is an overnight trip to a ski area or resort for the purpose of downhill and/or cross country skiing. * Per industry research, snowshoeing s the fastest growing winter outdoor activity in the United States attracting over one million new snowshoers each year. Travel Profile and Trends * As in 1992, Colorado's three main vacation products-touring, ski and outdoors trips-appealed to very different target audiences who live in different markets and go about planning their trip in unique ways. * As a relatively long-haul destination: - Colorado trips were more intensively planned than national average - travelers consulted a greater variety of information sources, including the media - more advanced booking * More than 70% of visitors strongly agreed that Colorado delivers in terms of family atmosphere and excitement. The 1998 conversion study (see attached research highlights) points to several significant trends. * Most notably is the increase in visitors in the 55 and over age group, in 1997 v. 1993 and the increase in empty nesters from less than 30% in 1993 to over 38% in 1997. * Decline in the % of first time visitors * 42% of respondents spend less time, 29% spend more time (mostly in the 5 and 7 night stays) and 29% spend the same amount of time. 4
.. Assumotions It is fair to say that the State of Colorado will not enact a state wide tourism tax nor will it substantially increase its operating budget to increase the state's spending on tourism promotion. The reality of a lack of state funding means Estes Park, will continue to rely on its own marketing programs, funded by the Town of Estes Park and supplemented by the EPCRA's EPIC program. The town will not reduce its funding and EPIC funds will remain at or near the $150,000 level for 1999. The U.S. economy will continue to grow at between 2-3% GNP and no major change to inflation or down turn in the economy is foreseen. Marketing Obiectives 1. Increase spring shoulder season hotel occupancy by 5%. representing 2,500 additional or new overnight stays. 2. Increase fall shoulder season hotel occupancy by 596. representing 1,700 additional or new overnight stays. 3. Increase value season visitation by 5%. 4. Increase shoulder season hotel occupancy from 43 % to 46 %. 5. Maintain peak season occupancy at 90% and increase sales receipts by 5%. 6. Stop the decline in percentage of first time visitors at 3896. 7. Maintain the length of stay at 4.2 nights per visit. 8. Increase overall conversion rate. Strategies 1. Promote the World Above theme as the cornerstone for all marketing efforts 2. Transition from a visitor guide format in the 1999 visitors guide to a vacation planner format as the primary tool to attract the longer stay or -primary destination- visitor. 3. Explore potential of the International market as a new source of revenues and visitors. 4. Ensure branding and logo/slogan guidelines are established and adhered to in all advertising and promotion campaigns. 5
5. Attract the "front range" consumer through advertising that emphasizes advantages of proximity, variety and breadth of accommodations, attractions, activities and events. 6. Focus and concentrate resources to strengthen and defend peak periods while maximizing and building visitations to shoulder periods through advertising that promote value and unique experience of an Estes Park vacation. Peak Season June 15 - August 15 Fall Shoulder August 16 - October 15 Spring Shoulder May 1 - June 14 Value Season is October 16 through April 30 with certain Holiday periods, such as: Thanksgiving, Christmas, New Year Valentines Day and Spring Break 7. Create special events that capitalize on natural activities, build multiple night packages and have the potential of regional and national exposure. 8. Increase awareness of Estes Park through expanded use and investment in the internet and particularly the EstesParkResort.com web site to attract visits, promote CRA member businesses, provide access to the vacation planner and offer on line lodging availability methods . 9. Promote and educate business community on value of vacation packages to fill the gaps in and between seasons. 10. Cooperate with the town of Estes Park in support of economic developments that sustain and build tourism. Programs Web Site and Internet Development Invest in new systems and programming that meet the following goals: 1. Generate 100,000 visits to the web site in 1999. 2. Consistent top ten placement in major search engines 3. Increase leads to CRA members 4. Apply look and feel of 2000 vacation planner by November 1999 5. Promote seasonal events to attract year around visitations 6. Improve interactive function to increase visitor time on the site Responsibility: Web Committee Measurement Tools Establish a core group of accommodations to report occupancy levels and revenues as a means to monitor and measure results. Responsibility: T. Pickering 6 '
Special Events Review and evaluate all events. Establish and measure return, number of visitors / attendees and revenues for all events. Responsibility: Promotions committee ( see attached) Advertising (See attached) Vacation Planner Responsibility: Vacation Planner Committee (see attached) Travel / Trade Shows Identify viable consumer and trade shows Timing: Ongoing Responsibility: House ( see attached) Lone Term Funding Mechanism Establish a plan for securing long term funding mechanisms Timing: Responsibility: Pickering and Wexler ( see attached) Income Forecast EPIC is the principal funding source for the majority of MAC marketing programs as outlined in the budget. It is estimated that the CRA will collect $150,000 in EPIC funds from approximately 53 contributors in 1999. Expense Budget A budget for EPIC funded programs is outlined below. The town has prepared a separate budget which includes, advertising, fulfillment and other related expenses. The following is a program budget only. Program Exnense Timing Vacation Planner 2000 $44,000 Jan-June Photo Library $17,000 Jan-Oct 7 .
Advertising - Channel Four $10,000 May - Denver Post and RMN $15,143. October - National Magazines $17,584 August - Colorado State Visitors Guide $14,000 September - Video News Release TBD - Jensen Creative Campaign TBD June-Dec Trade and Travel Shows TBD Film Commission TBD Research Town of Estes Park Conference Marketing Town of Estes Park Special Events Town of Estes Park International TED Web Site TED Winter Sports/Snowshoeing TBD Long Term Funding Campaign TBD Legislative Campaign TBD Chamber Resort Assn - Remodel of Visitors Center $11,000 April - New Phone System $ 4,000 March ESTIMATED BUDGET $133,000 Measurements 1. Hotel Occupancy and Revenue Report 2. Sales Tax Report 3. EPIC Fund Report 4. Conversion studies 5. Traffic counts 6. Phone Calls 7. Web site visits and hits 8
MARKETING ADVISORY COUNCIL TRAVEL/TRADE SHOWS BACKGROUND: The MAC has formed the Travel/Trade Show committee to take the lead in collecting information on Travel and Tourism Trade Shows that may be of interest to the MAC. The committee will collect information and report to the MAC with their findings. GOALS: Become educated on the tourism related shows offered in the area. ACTION PLAN: Make regular presentations on travel/trade shows to the MAC , including shows, cost, demographics of attendees ect .... MEASUREMENT: Make recommendations as to any action the MAC may want to consider.
MARKETING ADVISORY COUNCIL FILM COMMISSION BACKGROUND: The film committee is the contact point for the States Office of Films to contact when information on the Estes Valley is requested. The committee has established contact with the state and will develop an on going program to keep them informed. GOALS: To promote Estes Park to the Film Commission of the State, and act as the lead for any requests that the area might generate. ACTION PLAN: Contact State Office several times a year. MEASUREMENT: Bring Film, Television, and other media opportunities into the area. '-
MARKETING ADVISORY COUNCIL 1999 Marketing Plan Conference Committee BACKGROUND: The Conference committee consists of sales and marketing directors from area conference centers. This group meets as needed to partner in advertising opportunities in National meeting planning magazines. 1998 saw the cooperative joined together in Successful Meetings magazine and Convene Magazine. GOAL: To continue looking for opportunities to pool our resources and promote Estes Park as a Meetings destination. ACTION PLAN: 1999 research adding one national religious publication to the existing two magazines we are currently in. MEASUREMENT: Track the inquiries we receive from the ads. Calculate their effectiveness and evaluate the areas of the market they effect. Reassess as we go to create the awareness we desire. 6-
. Research Committee 1999 Research Plan 4/2/99 Background In order to support and expand its sole industry, tourism, the Town ofEstes Park funds a travel advertising program out of sales tax revenues. The program, started in 1972, has grown to a budget in excess of $600,0001 including the cost of answering and fulfilling requests for information. Included as part ofthat program is an ongoing research effort to test the effectiveness of advertising with conversion studies and to better understand our markets through the use offocus groups, and intercept surveys. In 1999, $5,500 is budgeted for a "mini" conversion study. Goals/Action Plan/Measurement MAC: Develop a long term marketing strategy to increase revenues and market share 1. Test conversion levels of responses to selected magazine ads 2. Test economic value of converted responses to selected magazine ads 3. Test demographic elements of converted and non-converted responses to magazine ads Measurement: results of study. MAC: Provide marketing leadership to the community 1. Disseminate conversion study results to community via public Community Development Committee meetings and CRA 2. Maintain library of research materials to be available to members ofthe community. Measurement: Information reported in local media. MAC: Create awareness oftourism's impact on Estes Park Disseminate conversion study results to community via public Community Development Committee meetings Measurement: Information reported in local media 1Dollar figures used in this report represent Town budget only
. Advertising Committee 1999 Advertising Plan 3/10/99 Background In order to support and expand its sole industry, tourism, the Town ofEstes Park funds a travel advertising program out of sales tax revenues. The program, started in 1972, has grown to a budget in excess of $600,0001 including the cost of answering and fulfilling requests for information. That budget is allocated in the following manner: Media purchases: 375,097 Media Relations/Collateral distribution 18,500 Event Support: 21,750 Collateral Printing 19,615 Production 73,625 Office/Research/Training/Dues, etc. 10,642 Fulfillment/Phones 114.471 Total 633,700 Geographically, there are three target markets: 1) national; the longer stay, "touring" vacationer, reached via travel magazine advertising, 2) regional; the shorter stay "weekender," greater Denver Metro area reached via newspaper and television advertising, and 3) Northern Colorado Front Range; also shorter stay "weekender," and day traveler, reached partially with newspaper and television, plus quarterly inserts. The ratio of expenditures per category is roughly 50% national and 50% within Colorado. The ratio of expenditures based on season is roughly 50% for summer and 50% for the shoulder seasons plus holiday periods. We target people with active lifestyles, both households with kids, as well as empty nesters; we target households with incomes of $50,000 - $99,000; we target people in the age brackets of 35 - 54, and predominantly people with college educations. Goals/Action Plan/Measurement MAC: Develop a long term marketing strategy to increase revenues and market share Increase targeted reach of program: A. Increase circulation of national magazine buys in moderate and high income publications. $164,607 B. Increase frequency of regional newspaper schedule in shoulder seasons and maintain quarterly insert schedule for seasonal and holiday events. $154,510 C. Increase use of regional television in shoulder seasons. $30,000 i Dollar figures used in this report represent Town budget only 6-
Page 2 Ad Committee Goals Measurement: State by -State Report Source RepoM Cost Per Inquiry Report MAC: Provide marketing leadership to the community Coordinate visual representation of program: Follow 2000 Vacation Planner format to be consistent in style and message. $? Measurement: Meet Ad Committee/MAC criteria MAC: Create awareness of tourism's impact on Estes Park 1. P. Marsh to serve on Town's " Goal" #3 (A) Committee -To Develop a Public Information Program. 2. P. Marsh to serve on Town's Goal #4 (A) Committee - To Initiate an Educational Campaign on the Value of Tourism to Estes Park. 3. P. Marsh to report program progress and performance to Trustees at monthly, public, Community Development Committee meetings. Results are normally reported in the Trail- Gazette. Measurement: Meet meeting schedule criteria.
. Content for Advertising Section ofMarketing Plan Programs 1. Promote Touring Vacations via national magazine advertising to over 20,000,000 high income households. 2. Promote shoulder season weekend getaways using activities, events, scenic beauty via 33 Denver newspaper advertisements, and 125 television commercials in the fall, winter, and spring. 3. Promote year around weekend getaways using activities, events, scenic beauty via four quarterly newspaper inserts in 6 front range dailies. 4. Support direct advertising efforts with media relations programs to promote events, activities, and scenic beauty via event releases, calendar releases to national and regional media outlets and national and regional magazines. 5. Conduct research to evaluate effectiveness of advertising where practical. 6-
e MARKETING ADVISORY COUNCIL SPECIAL EVENTS BACKGROUND: The Special Events Department is a department of the town. It manages the Stanley Park facility as well as produces special events throughout the year. GOAL: To produce special events that will maximize the fairgrounds and take advantage of the special seasons of the year for expanding the economy of Estes Park. ACTION PLAN: Add one new event this year in the fall called the ELK Festival. Study the Tourist Entertainment program this Summer. MEASUREMENT: Design and implement a survey program that will report result with the merchants in town, as well as a exhibitors survey that measures the satisfaction of the special events participants.
MARKETING ADVISORY COUNCIL ECONOMIC DEVEL. BACKGROUND: The Marketing Advisory Council has discussed opportunities of offering support to pending projects in the Estes Valley. The MAC will set-up a meeting with EPURA, to discuss any synergy's that the two organizations may have . The date for the meeting will be arranged after the new EPURA director is selected. INTERNATIONAL BACKGROUND: The International Committee was formed to start collecting information on the International Sector. This committee will track the successes of the DIA marketing program along with programs that other communities may start. The CRA is exploring a partnership with the Ft. Collins and Boulder CVB's. The International market will be reviewed periodically by the MAC and pending the MAC's decision will take action at the appropriate time. LEGISLATIVE COMMITTEE BACKGROUND: The Legislative Committee monitors the legislative activity at the capital, along with working on a long term funding mechanism for the MAC. This is a small group that meets on a as needed basis to communicate. The main focus of this committee is to introduce enabling legislation to lift the mandatory state taxing limit on Marketing Districts.
- . MARKETING ADVISORY COUNCIL 1999 Marketing Plan Legislative Committee BACKGROUND: The Legislative Committee currently consists of Marketing Director Pickering, working with members of the State Legislature and CML to pass a Bill that permits Estes Park to go to the voters and ask for a Lodging Tax. Thought the 1999 House Finance Committee failed to pass the Bill, the group will continue to introduce this Bill until it passes. The Town staff will also monitor pertinent legislation that will be of interest to Estes Park. GOAL: Pass legislation permitting Estes Park to vote on implementing a Marketing District. ACTION PLAN: Meet with Senators and Representatives to lobby for a Marketing District for Estes Park. MEASUREMENT: The Governors signature on enabling Legislation. 4-