HomeMy WebLinkAboutTB Study Session 2011-08-09 Town of Estes Park, Larimer County, Colorado, August 9, 2011
Minutes of a Study Session meeting of the TOWN BOARD of the Town
of Estes Park, Larimer County, Colorado. Meeting held at Town Hall in
Rooms 202 & 203 in said Town of Estes Park on the 9th day of
August, 2011.
Board: Mayor Pinkham, Mayor Pro Tem Levine, Trustees
Blackhurst, Elrod, Ericson, Koenig and Miller
Attending: Mayor Pinkham, Mayor Pro Tem Levine, Trustees Elrod,
Ericson and Koenig
Also Attending: Town Administrator Halburnt, Deputy Town Administrator
Richardson, Town Attorney White, Directors Kilsdonk,
McFarland & Zurn, Town Clerk Williamson, LMD Director
Campbell & LMD Board Members Almond, Lasson, Lamson,
Palmeri and Webermeier & Wood
Absent: Trustees Blackhurst & Miller, LMD Board Member Blackman
Mayor Pinkham called the meeting to order at 5:03 p.m.
2011 ACCOMPLISHMENTS VERSUS PLAN
Director Campbell stated the Estes Park Destination Marketing Organization continues
to meet the 2011 operating and marketing plan objectives, including working closely
with industry partners Hill Aevium, Advertising Agency, Pace Communications, 2012
Official Visitor Guide Publisher, Guest Research, Visitor Study, Turner PR Public
Relations and BrandStrategy. Key accomplishments for 2011 year to date have
focused on efforts to develop and implement an integrated Estes Park Marketing Plan;
create a targeted group sales effort; establish and track key Estes Park tourism
indicators to monitor trends; expand creative assets portfolio including two new high
definition television commercials and new photography; complete year-long Visitor
Survey; expand social media presence; develop and execute an RFP for a destination
branding company; increased digital advertising to 35% in 2011; develop and execute
an RFP for a new Visitor Guide publisher; and develop and execute an RFP for Visitor
Guide fulfillment services.
2010 FINANCIAL REPORT
Financial information was presented to the Board and was not reviewed. Director
Campbell requested the Board contact her with any questions.
2012 OPERATING PLAN
Director Campbell stated the 2012 Operating Plan has not been completed or reviewed
with the LMD Board; however, the 2012 plan would be similar to the 2011. The plan
would be completed and presented to the Town Board by September 30, 2011.
IGA CHANGES
Changes to the IGA would be assessed after the 2012 Operating Plan has been
presented and approved by the Town Board.
EMPLOYMENT STATUS
Director Campbell stated a new employee handbook has been developed for the LMD,
and therefore, as of January 1, 2012 the current Town employees working for the LMD
would become at-will LMD employees. All benefits would be maintained and purchased
through the Town. The payroll function would be outsourced as of 2012.
Trustee Koenig questioned why the LMD would move the employees to at-will status.
Director Campbell stated the district has been working with Mountain States Employers,
which specializes in at-will employment, to create the new handbook for the new district.
Town Board Study Session – August 9, 2011 – Page 2
Administrator Halburnt and Attorney White stated the employees remained Town
employees to provide continuity, security and maintain benefits during the startup phase
of the LMD. The transfer to full LMD employees was always anticipated.
LMD OFFICE SPACE / MOVE
LMD Board Member Almond stated the LMD staff has been in need for additional office
space to house the current and future staff of the district. The LMD has identified two
options for meeting their space needs, including renting office space in town. The
preferred option would be to finish out the upstairs space of the Visitor Center at an
estimated cost of $154,000, which would include four additional office spaces, a
bathroom, a meeting space and a small area for coffee. Telephone, IT, and furnishings
are estimated to cost an additional $54,000. The LMD would request the Town pay for
the renovation and the LMD would pay for the additional costs. The LMD staff would
maintain the office space currently occupied in the lower portion of the building. The
Visitor Center continues to be recognized as the hub of tourism, and the community and
stakeholders would like the LMD to remain in the building. If the Town agrees to
complete the upstairs, the LMD would pay additional rent to the Town.
Trustee Koenig questioned the needs of the Town staff in the Visitor Center currently
and in the future. She stated concern the proposed remodel could create additional
issues for the Town; questioned the value of the LMD staying in the building; and
questioned if the original use of the building would be affected by the renovation.
Director Kilsdonk stated staff has not had a chance to review the full request because
past discussions did not include the LMD maintaining the downstairs office space.
LMD Board Member Wood stated the issue is space and it does not matter where the
LMD operates. The question is whether or not the operations include visitor services in
the future. LMD Board Member Webermeier and Lasson commented visitor services
fall within the purview of the LMD and stated it would be best for it to be added to the
LMD. The long term goals as it relates to visitor services needs to be discussed further
by the Town Board.
Trustee Koenig questioned if the Town should continue to provide funding for the LMD
because of the increasing number of Town projects that need to be completed, such as
maintaining infrastructure to encourage visitors to come to town. Trustee Elrod
questioned if the Town should be competing with the commercial space available for
rent in town by funding a renovation of the Visitor Center.
2012 FINANCIAL ASSISTANCE
LMD Board member Almond stated the Town provided the LMD with $129,000 ($89,000
net) in support in 2011 and would request the same investment in marketing in 2012.
LMD Board Member Webermeier stated without the financial commitment the LMD
expenditures would exceed revenues in 2012. Mayor Pinkham questioned if the LMD
would be self supporting in the future. Webermeier stated the LMD continues to grow
and build the tax base and would anticipate breaking even in the future. LMD Board
Member Lasson stated the LMD would like to complete a study in the future to
demonstrate the investment the Town makes in marketing directly affects sales tax
collection and has a multiplier effect. Trustee Ericson questioned if the LMD had
considered increasing the tax rate because there are a lot of demands for funding other
Town projects. The LMD would continue to develop over the next couple of years
before considering an increase in the tax.
Staff would review the current requests from the LMD and analyze future office space
needs at the Visitor Center. The item would be reviewed by the Board at an upcoming
study session.
There being no further business, Mayor Pinkham adjourned the meeting at 6:40 p.m.
Jackie Williamson, Town Clerk