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HomeMy WebLinkAboutPACKET Town Board Study Session 2012-05-22* Revised NOTE: The Town Board reserves the right to consider other appropriate items not available at the time the agenda was prepared. STUDY SESSION TOWN BOARD Tuesday, May 22, 2012 4:30 p.m. Rooms 202/203 170 MacGregor Ave. AGENDA 4:30 p.m. Branding Strategy – Estes Park Brand Promise. (Visit Estes Park) 5:15 p.m. Break for Dinner 5:30 p.m. Sungard Update. 5:45 p.m. Bond Park Phase V Preferred Design Alternative. Future Agenda Items. 6:30 p.m. Meeting Adjourn – Prepare for Board Meeting. Estes Park Destination PromisefkdfTown of Estes Park Board of TrusteesMay 22, 2012© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park1 “This document and the information provided to the District by members of the private sector to compile and prepare this and related documents will not be made available for public inspection and copying under the pp pygDistrict’s Custodian of Records determination that such document(s) fall within the exemption to disclosure under the provisions Sec. 24-72-204(3)(a)(IV), C.R.S., because they contain one or more of the following information: trade secrets, privileged information, or confidential commercial or financial information that is submitted to the District with the condition and expectation of confidentiality.”© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park22 Our Adventure TodayI. Genuine Brand ProcessII. BrandPromise® MethodologyIII. Estes Park Destination PromiseIV. Next Steps© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park3 Genuine Brand ProcessPart I – Strategy¾Phase One: Brand Assessment¾Phase One: Brand Assessment¾Phase Two: BrandPromise®Part II – Implementation/Action Plans¾Phase Three: Brand Blueprintp(Creative, marketing, advertising, communications, etc.)Ph F B dCl li i¾Phase Four: Brand Culturalization(Inspiring and training the community to deliver its promise)© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park44promise) Brand Strategy ScienceResearch ÆBrand Assessment ÆConclusions ÆOpportunitiesO t iti C it I l tÆOpportunities + Community Involvement ÆBrand Concepts ÆBrand PromiseBrand Promise – The Guiding Star: Brand BlueprintÆMarketing & CommunicationsÆBrand Blueprint ÆMarketing & Communications ÆCommunity Roll-Out & Training (Culturalization)© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park55 Brand Promise Methodolgygy© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park6 BrandPromise Definition1.The essence (heart, soul and spirit) of the benefits (functional and emotional)that guests and influencers receive whenBenefitsinfluencers receive when experiencing a brand’s products and services.Promise2.Consistentlyand eagerlydeliver the benefits of the brand at the Values PrinciplesPromiseguests’ and influencers’ convenience.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park7 The BrandPromise®“A destination needs to decide how it wants itsA destination needs to decide how it wants its guests to feel...then everyone can focus on providing the right experiences”providing the right experiences-- Duane Knapp, Chairman of BrandStrategy, Inc. and AuthorServes As the Guiding Star© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park8Serves As the Guiding Star The Brand BalanceFunctionalEmotionalWhat we How our guests, associates and influencers feel.do. © 2012 BrandStrategy, Inc. All Rights ReservedEstes Park9influencers feel. The Business vs. a Brand’s PromiseNAMEBUSINESSPROMISEShipping“Immediate gratification”Coffee“The third place”Discount Membership“My purchasing agent”DestinationMarketing“Exceptional Outdoor © 2012 BrandStrategy, Inc. All Rights ReservedEstes Park10MarketingAdventures” A Successful Destination Promise……Is a truthful and aspirationalaspirational description of how we want our guests and residents to feel.residents to feel.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park1111 “Wherever the Guest experience takes place –in our parks, on the high seas, on a guided tour of exotic locales, through our vacation ownership program –we remain dedicated to th p i th t C t M b t th di i t the promise that our Cast Members turn the ordinary into the extraordinary. Making dreams come true every day is central to our global growth strategy”central to our global growth strategy.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park1212 Credo The Ritz-Carlton Hotel is a place where the genuine care and comfortwhere the genuine care and comfort of our guests is our highest mission.We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed yet refined ambience.The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes ddf t“We are Ladies and Gentlemen Serving and needs of our guests.gLadies and Gentlemen”Three Steps of Service1A warm and sincere greeting Use the guest name if and when possible1.A warm and sincere greeting. Use the guest name, if and when possible.2. Anticipation and compliance with guest needs.3. Fond farewell. Give them a warm good-bye and use their names, when possible.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park13 The Way Promises Work#1A destination’s promise is the#1 A destination s promise is the community’s internal commitment for how it wants its visitors to feel their experiencewants its visitors to feel…their experience.It is not the advertising message; howeverIt is not the advertising message; however, advertising messages and all brand communications should be driven by the promise.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park14 The Way Promises Work#2 In order for the promise to be effective, Action Plans must be implemented by theAction Plans must be implemented by the destination in order to deliver the desired experiences.A promise is nothing without the i l t ti f th ti limplementation of the action plans.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park15 The Way Promises Work#3The key promise principles expand and#3 The key promise principles expand and identify the functional & emotional attributes.A promise sets the direction for a destination from the 30 000ft leveldestination from the 30,000ft. level.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park16 Paradigm Shifts¾Getaway vs. Gateway¾Guest vs. Visitor¾Favorite vs. “One of many”¾Always in season vs. On- or off-season¾Village vs. Resort© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park17 Brand Promise Conceptsp© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park18 Promise ConceptsExceptional Outdoor AdventuresFavorite Colorado ExperienceReal Wildlife NaturalExtraordinary BeautyMajestic Mountain VillageEveryone’s A Guest© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park19Everyone s A Guest Exceptional Outdoor Adventures¾“Adventure on”¾Excellent Rocky Mountain National ParkParkWildlif h¾Wildlife everywhere© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park20 Everyone’s A Guest¾Glad to see you…you’re always welcome!¾Three guest centers!¾Friendliest“wins!”¾Friendliest wins!El ti d it fldi¾Eclectic and variety of lodging© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park21 Favorite Colorado Experience¾Easy to arrive¾Hike in your car¾Come as you are¾Natural¾Happy campers ¾Adventure¾Refresh your life¾Mountain village© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park22 Majestic Mountain Village¾Authentic History… 1917¾Two Parks in One¾Relaxed, comfortableenvironment© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park23 Extraordinary Beauty¾Peaceful and quiet¾Pristine¾Wide open space¾Thousands of places for world-class photos© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park24 Our PromiseYour favorite way to experience Colorado, where exceptional, natural outdoor adventures are a way of life… Extraordinary beauty… Real wildlife. Welcome to our majestic mountain village where everyone feels like a guesteveryone feels like a guest.Everything you wanted…Better than you imagined.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park25 Promise ContextEstes Park is a community of people who cherish and enjoy theirpeople who cherish and enjoy their mountain village life and its breathtaking natural beauty.Our destination’s experience is two parksinone EstesParkandparks in one… Estes Park and Rocky Mountain National Park… Together we offer a one-of-a-kind, ti l td d texceptional outdoor adventure.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park26 Proprietary PropertiesBrandMindset®, BrandPromise®, Brandictionary®, BrandPsychic™, Destination BrandScience™ and BrandStrategy™ are trademarks ofDestination BrandScience™ and BrandStrategy™ are trademarks of BrandStrategy, Inc. All other trademarks, brands and brand names are the property of their respective owners and are used for illustrative purposes only. No sponsorship association or affiliation with BrandStrategy Inc isNo sponsorship, association or affiliation with BrandStrategy, Inc. is intended or implied. © 2012 BrandStrategy, Inc. All Rights ReservedEstes Park27 We have had the pleasure of advising over 300 brands worldwide including corporations societiesWe have had the pleasure of advising over 300 brands worldwide including corporations, societies, professional associations, institutions, countries, world-class professionals, celebrities and successful individuals who desire to optimize their perception, image and success by applying the BrandScience™ principles.© 2012 BrandStrategy, Inc. All Rights ReservedEstes Park2828 Utilities Department Memo To: Honorable Mayor Pinkham Board of Trustees Town Administrator Lancaster From: Reuben Bergsten, Utilities Director Alan Fraundorf, Utilities Superintendent Date: May 22, 2012 RE: SunGard Update Background: The following was reported to the PUP Committee at the March 8, 2012 meeting. In early 2011, the Town approved moving forward with replacement of our current financial system (SunGard Naviline) to the current SunGard product, OneSolution. The upgrade would allow increased productivity and work efficiency in many areas, including much improved payroll handling, budget preparation, and permit processing. Through exceptional contract negotiations, the total cost of ownership for five years was projected to be less than the total spend remaining with the old system. At the March 8, 2012 PUP meeting, the committee requested further background on this topic be reviewed with the Board. Following is a recap of the significant activities regarding this project: • July 2010 – Town staff discussions with several software vendors. • November 2010 – Contract signed with SunGard. • March 2011 – Town staff worked with SunGard for initial business analysis, primarily around Community Development. • Fall 2011 – Town acquired new servers to use with SunGard OneSolution product ($55,000). • Fall/Winter 2011 – Community Development staff began working with SunGard to understand the new tool and configuration aspects. • February 2012 – New staff member (Fraundorf) identified significant impacts to the other Town departments, including the need for a full-time project manager to guide the efforts. • March 2012 – Town department heads appraised of the overall project impacts and needs. • March 2012 – Successful kickoff meeting with 20 Town staff to begin identifying all business processes within the Town (see attachment 1 for content). • April 2012 – Town business processes are gathered. Next steps will include identifying the data involved, the systems involved, and the staff involved with each business process. The contract signed in 2010 said that the Town would buy its own servers and provide a project manager to lead the efforts. We project the total software costs to be essentially the same, over five years, as remaining with the existing software. One of the driving forces of moving to OneSolution is to alleviate an ongoing significant problem in Community Development with their permitting software (PTwin). This product has been discontinued for years and fails routinely. SunGard had suggested the permitting component in OneSolution could be implemented first. Upon analysis of the way the OneSolution permit component functions, Town staff could see the impact on the rest of the Town’s departments (from data ownership and validation to financial implications). As of March 2012, we have restarted the effort. Representatives from every department were assigned, and a complete business process analysis is underway. This analysis will depict the data and processes used within and between departments and the resultant ownership and validation of the data, which will then be used to configure the integrated OneSolution product. An experienced project manager, who understands the implications and can step into implement a Town-wide solution, is needed. Without this dedicated focus, the project will extend over several years with poor results when implemented. Recap: Why Are We Doing This? • We will replace technology which is over 20 years old. • We will be able to provide superior service for our customers, visitors, and staff. • We will reduce the sneaker-net traffic between departments for staff and customers. • We will improve the reputation and integrity of our organization by streamlining our business processes, utilizing modern day technology. • We will have improved tools, including inquiry and reporting tools, to manage the business with data-driven decisions. • We will be able to leverage the talents of the staff and minimize low-value activities. • We will have a permitting system which is stable. ENGINEERING Report To: Honorable Mayor Pinkham Board of Trustees Town Administrator Lancaster From: Scott Zurn, PE, CFM, Public Works Director Kevin Ash, Public Works Civil Engineer Date: May 22, 2012 RE: Bond Park Phase V Preferred Design Alternative Update: To design the Phase V improvements to Bond Park, the Town of Estes Park has contracted with a design team that provides expertise in landscape architecture and civil engineering. Phase V will include a new “art walk” edge along Elkhorn Avenue, an updated entrance plaza at the corner of Elkhorn and MacGregor Avenue and a park gateway pavilion at the corner of Elkhorn and Park Lane. To date, the consultants have conducted two design workshops with the Bond Park Stakeholder's Group. The workshops have resulted in an updated park use program as well as a preferred design concept for Phase V construction, scheduled to begin this fall. The following concepts include: Concept 1 is the design proposed in the 2010 Bond Park Master Plan. The Elkhorn streetscape is enhanced with wide flower bed planters, a small central entrance plaza, and seat walls that curve back toward the street. Concept 2 is the Stakeholder's preferred choice; it playfully opens up the south edge of the park with a series of curving spaces edged by seat walls, trees, and colorful plantings. This design creates a slower-paced, social gathering pathway in addition to the main Elkhorn sidewalk. Concept 3 presents a curvilinear shaped seatwall edge pattern along Elkhorn Avenue that allows for direct integration into the park. Half circle shaped tree and flower bed planters break up the Elkhorn sidewalk. Common to all Concepts is the sloping roof and stone wall pavilion proposed for the southwest corner of the park, a children’s climbing structure and additional festival tent locations. These concepts were made available for public comment on May 8th, through the Town’s website and at the Human Resources Department. As of May 18th, only one comment has been received and it supports Concept 2. Chroma Design and JVA are here tonight to present the three design alternatives and answer any questions. To: Honorable Mayor Pinkham Board of Trustees Town Administrator Lancaster From: Jackie Williamson, Town Clerk Date: May 14, 2012 RE: Future Town Board Study Session Items June 12, 2012 Workforce Housing Presentation (Rita Kurelja) STIP Board Reimbursement Policy Sales Tax/First Quarter Financial Update June 26, 2012 PD Remodeling Retail Sales Policy - CVB TVC/Shuttle Committees July 10, 2012 July 24, 2012 Other Items Not Scheduled for Town Board Study Sessions • Kathay Rennels – Economic Council • Communication Policy • Museum Storage • Agenda Policy / Board Governance • Review Town Board Committee Process Town Clerk’s Office