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14-100RESOLUTION#14-10WHEREAS,theEstesParkLocalMarketingDistricthasfiledtheEstesParkLocalMarketingBusinessandOperatingPlanforproposedbudgetforthe2011calendaryear;andWHEREAS,pursuanttoSection29-25-110C.R.S.oftheIntergovernmentalAgreementdatedAugust26,EstesParkandtheBoardofCountyCommissioners,BoardshallapproveordisapprovetheOperatingPlanreceiptofsaidPlan,theproposedbudgetandallrequestedbytheTown;andCWHEREAS,theBoardofTrusteesrequiredadditionaldocumentationfromEstesParkLocalMarketingDistrictforitsreviewoftheOperatingPlanproposedbudget,whichextendedthe30dayapprovalperiod;andWHEREAS,theTownBoardhasreviewedtheOperatingPlanandproposedbudgetandhasdeterminedthattheOperatingPlanwillprovideefficientandcosteffectivemarketingandpromotionservicesfortheEstesParkLocalMarketingDistrictServiceArea.NOW,WHICHAREBOARDOFFOLLOWS:THEREFORE,BASEDUPONTHERECITALSSETFORTHABOVEINCORPORATEDHEREINBYREFERENCE,BEITRESOLVEDBYTHETRUSTEESOFTHETOWNOFESTESPARK,COLORADOAS1.TheEstesParkLocalMarketingDistrictBusinessandOperatingPlanfor2011asfiledwiththeTownClerkisherebyapproved.DatedthisATTEST:aTownwiththeTownClerk2011alongwithitsandtheapplicableprovision2008,betweentheTownofLarimerCounty,theTownwithinthirty(30)daysafteradditionaldocumentationtheand9.2010. 00-a 00EstesParkLocalMarketingDistrictBUSINESSandOPERATINGPLANDateSeptember2010Preparedby:EPLMDBoard 00 (Jatin9PlanTABLEOFCONTENTSPageTheLMDModelOverviewTheMissionandVisionMarketingPlanExecutiveSummaryMarketing/MediaPlanTheManagementStructureKeyPlayersOrganizationChartExecutiveDirectorJobDescriptionStaffingCostsPolicies2011BudgetforOperatingPlan 00 .gPlanTheLMDModelTheLocalMarketingDistrict-AllowedbyStateStatuteByStateStatutetheLMDmay:Provideanyofthefollowingserviceswithinthedistrict:(A)Organization!promotion,marketing,andmanagementofpublicevents;(B)Activitiesinsupportofbusinessrecruitment,management,anddevelopment;(C)Coordinatingtourismpromotionactivities.(II)Norevenuecollectedfromthemarketingandpromotiontaxleviedundersection29-25-112maybeusedforanycapitalexpenditures,withtheexceptionoftouristinformationcenters.(0Tohavethemanagement,control,andsupervisionofallthebusinessandaffairsofthedistrictandoftheoperationofdistrictservicestherein;(g)Toappointanadvisoryboardofownersofpropertywithintheboundariesofthedistrictandprovideforthedutiesandfunctionsthereof;(h)Tohireemployeesorretainagents,engineers,consultants,attorneys,andaccountants;(i)Toadoptandamendbylawsnotinconflictwiththeconstitutionandlawsofthestateorwiththeordinancesofthelocalgovernmentaffectedforcarryingonthebusiness,objectives,andaffairsoftheboardandofthedistrict;and0)Toexerciseallrightsandpowersnecessaryorincidentaltoorimpliedfromthespecificpowersgrantedinthisarticle.Suchspecificpowersshallnotbeconsideredasalimitationuponanypowernecessaryorappropriatetocarryoutthepurposesandintentofthisarticle.-OrganizedbyIntergovernmentalAgreement(TownofEstesParkandLarimerCounty)-MarketingDistrictandTaxapprovedbyDistrictVote—Nov.4,2008-Theseven(7)MemberBoardisappointed.(5byTownBoardofTrusteesand2byLarimerCounty,BoardofCountyCommissioners)Overview2010markedthefirstyearforthenewLocalMarketingDistrictBoardandourStafftoruntheMarketingandAdvertisingforthe‘new”EstesParkLocalMarketingDistrict.TheStaffbecameknownastheDM0,orDestinationMarketingOrganization,whichisacommonnameforsuchorganizations.ThisallowedsomedifferentiationfromTheLMDBoard,andtheVisitorServicesOrganizationthatremainedunderthecontroloftheTownofEstesPark.TheDM0andVisitorServicespartnertoformtheEstesParkCVB,Convention&VisitorsBureau,whichisthenamefortheumbrellathatEstesPark”Marketing”hasusedsinceOctober2004.TheLMDBoardisveryproudofourfirstyearof“goinglive”withournewStaff.Ofcourse,weencounteredafewunforeseenchallenges,butunderthedaytodaysupervisionofourExecutiveDirector,PeggyCampbell,westayedthecourseofourOperatingPlanandMarketingPlan.Thismeantthatadvertisingsawlittlechangefromthepastfewyears,bydesign.OnesignificantchangewasthatwedidengageTurnerPublicRelations,andwewereverypleasedwiththeRegionalandNationalresultswereceived.Wealsofocusedon 00 OgPlangatheringinformation(Year-roundVisitorSurvey)toguideustoournextimportantsteps.Inaddition,someotherimportantchangesshouldbenoted.Wechangedafewvendors,followingaVendorReviewProcess,andwemadesomeimportantWebSiteenhancementssuchas:1)“PageTurning”ofouron-linevisitorguide,newPay-Per-Clickandnew“LandingPages”toallowpropertrackingof“clickthrough”leadsources.Also,weinvestedin“RiversoftheRockyMountain”forPBSthroughalocalproducer,MoIIeProductions,andthisagreementallowedustoincludesomemuchneededproductionofadditionalwebsitevideosandnewHDtelevisionads.Fromastaffingperspective,wefoundthe“WorkingDirector”tobeovertaxedwiththeamountoftimeandenergyrequiredtoinitiateourplansandchange,obviouslyanerrorinourplanningandformulatingour2010OperatingPlan.Also,werequiredaSeasonalAdministrationEmployeetopickupdutiesinheritedfromTheTownClerkandmiscellaneoustasksthatpreviouslywerefurnishedbyVisitorServicesstaffthatwascutbytheTown.Nextwedecidedtohireatemporary“contract”StakeholderServicesSalesSpecialisttoun-burdonourExecutiveDirector,butduetoissueswenextproceededtohireonefulltime.LatethisSummer,ourGroupSalesSpecialistresignedandwedidsourceandreplacethepositionthisFall,withacontinuedfocustoincreaseourgroupsalesresults.Theplanningfor2011reallyismoreanextensionofour2010planwithchangesthatweredrivenbytheinformationwegatheredandsome“lessonslearned”fromourfistyear.Inpullingtogetherour2011MarketingPlanwefollowedasimilar“blueprint”thatwefoundsuccessfullastyear.Weusedsomeindustryexpertise,”outsideeyes”,tohelpguideourdirection.WorkingwithHillAevium(whoweengagedthroughouttheyear)andHannahMarketingwithourYear-roundVisitorSurvey,wecompiledour2011MarketingPlan.ItdoesintroduceourfirstchangestoadvertisingthatwillbeoutlinedlaterintheMarketingPlan.Our2011planistostaffwithfiveemployees(allcurrentlyemployedattheDM0)andoneSeasonalEmployee.ThisisanincreaseinStaffofonefulltimepersonaspreviouslyexplained.Additionally,theSeasonalEmployeemayevolveintoafulltimeposition.TheExecutiveDirectorwillcontinuetoreportdirectlytotheEPLMDBoardanddirecttheDM0Staff.Fundingforthedistrictcontinuestobeprovidedviathe2%lodgingtaxforallstaysoflessthan30days.Thistaxiscollectedbylodgingestablishments,paidtotheColoradoDepartmentofRevenueonaquarterlybasisandthendistributedtotheEPLMD.Estimatesfor2010arestilltooearlyintheprocesstoaccuratelyforecastasonlytheland2ndQuarter’sdistributionshavebeenreceived.Itshouldbenoted,however,thatwedohaveacomplete2009collectionyeartobaseourforecastson.Wehavecompileda2011budgetaspartoftheOperatingPlanandbydesignthemostsubstantialpartofthisbudgetcontinuestobemarketingandadvertisingexpenditures.ItshouldbenotedthattheLMDandtheTownofEstesParkBoardofTrusteesareindiscussionsconcerningrevisionstotheIGAaswellaspossiblefinancialmodificationstoStakeholderServicesRevenue,EmployeeFundingandRent/ExpensesattheVisitorCenter.Inclosing,wearecommittedtoourMissionof:AttractvisitorstotheDistrictthrougheffectiveandefficientmarketinginordertodriveyear-roundeconomicgrowth. 00 gPlan(7)TheMission:AttractvisitorstotheDistrictthrougheffectiveandefficientmarketinginordertodriveyear-roundeconomicgrowth.CoreValues:•Accountable•Ethical•Proactive•Respectful•Responsive•TransparentOurVision:Tobeayear-roundtourismandgroupdestinationthatsupportsourhealthymountaincommunitywithabalanceoffinancialsuccess,memorableexperiencesforvisitorsandqualityoflifeforourresidentsandemployees.OurStakeholders:•CommunityMembers•CustomersNisitors•CVBStaff•LocalBusinesses•LocalgovernmentalagenciesMarketingPlanMarketingStrategies:Wewillfocusour2011MarketingstrategyontheoriginalpathoutlinedbytheCVBAssessmentandthe2011MarketingPlanpreparedbyHillAevium.Basically,thechanges 00 gPlanfor2011areinmediaallocation,withamoderateshifttowardselectronicmediafromtraditionalmediaandanincreasedfocusonourovernightvisitor.OurobjectivesfromtheoriginalCVBAssessmenttoresearchandreviewBrandingandthenaddressourWebSite(toincludemobiledeviceapplications)andourVisitorGuideshouldoccurin2011,perhapsextendinginto2012,basedonthefindingsfromourYear-roundVisitorSurveyandourConversionStudies.MarketinglMediaPlanpreparedbyKillAevium:EstesParkLocalMarketingDistrict2011MediaPlanSynopsisHillAeviumwasretainedtocompletetheresearchanddevelopmentofthe2011mediaplanfortheLocalMarketingDistrictFollowingisabriefoverviewofthestrategiesandtacticsassociatedwiththeplanandsomeadditionalthoughtsrelatingtopromotionalandbrandingeffortsthatcouldbedeployedtoenhancetheplanduringthe2011year.IntegratedMarketingEffortTheadvertisingplandevelopedfortheEstesParkCVBisnotmeanttobeastaticorsingulardocumentItwasdevelopedaspartofalargerintegratedeffortbeingimplementedbytheEstesParkCVBthatincludes:oDirectSalesoPublicRelationsoPromotionsoE-marketingoDirectMailoSocialNetworkingandBloggingoSearchEngineOptimizationoStakeholdercommunicationoResearchoTrackingandreportingAdjustmentswillbemadeduringtheyearasmarketdemandsorconditionschange.TrackingandreportingwillutilizeGoogleAnalyticsaswellas800numbercalls,visitorinquiries,clickthroughrates,impressionsandaseriesofvanityURL’s.Landingpageswillbecreatedwhereappropriatetofurtherassistwithtracking.Researchwillincludetheelementsofmeetingplannerfocussessions,thecontinuationoftheconversionstudyandtheGuestResearch,IncVisitorStudy.Thesecombinedwiththe2011StrategicplanwillprovideawellroundedplatformforEstesPark.UsingResearchtoDriveMediaSelectionWhoIsComingtoEstesParkandWhy?ThemostrecentdatafromGuestResearch,Inc.indicatesthat58%ofvisitorstoEstesParkarestayingovernight.Dayvisitorsmakeuponly37%.Onaverageovernight 00 OgPlanvisitorsspend$567perday(versusthedayvisitor’sdailyspendof$70).Coloradovisitorscontribute18%ofthetotalrevenue.Whileovernightvisitorscontribute80%.RockyMountainNationalParkcontinuestobethenumberonedemandgenerator(89%indicatedvisitedRMNP).Themostpopularsecondarydemandgeneratorsarethetown/mountaincommunity,thewatchablewildlifeandspecialevents.WhenAreVisitorsPlanningTheirVacations?o23%onetothreemonthsprioro22%lessthanoneweekprioro13%twoweekstoonemonthinadvanceo11%dayofvisito11%onetotwoweeksprioro10%fourtofivemonthsprioro10%sixmonthsbeforeorlongerPrimaryTargetDemographicsThelargestvisitoragegrouprangesbetween45and54yearsofage.Averagehouseholdincomeis$110,000-$149,000andthemajorityofpeopleinthisgrouparemarriedandhavechildren.PerthemostrecentGuestResearch,Inc.results,only11%ofpeopleinthisgroupdidjjjhavechildren,43%hadchildrenathome,32%havechildrenthatnolongerliveathome.Thegenderbreakdownwasfoundtoskewmorefemale(60%)versusmale(40%).Studieshavefoundfemalesaretypicallythedecisionmakersinplanningfamilyvacations.Thesepeoplearehighlyeducatedwithcollegeandpost-graduatedegrees.TheyarecomingtoEstesParkfromCO.TX,ILMO,NE,KSandNY.AlargepercentageofthesepeoplearestayingovernightinEstesPark.SecondaryTargetDemographicsThesecondarytargetgroupcanbesplitintotwoagegroups:55-64and38-44.Theaveragehouseholdincomeforeachagegroupis$110,000-$149,000.Themajorityofthesepeoplehavechildren.The38-44agegrouparemorelikelytotravelwiththeirchildren,whilethe55-64agegrouptendtobeempty-nesters.Similartotheprimarytargetbothagegroupswiththesecondarytargetarehighlyeducated.TheyarecomingprimarilyfromIA,CA,FL,MN,WI,andAZ.Over64%ofthesepeoplearestayingovernightinEstesPark.GroupTargetDemographicsTheGroupaudienceforEstesParkcomesprimarilyfromtheFrontRangeanddrivestoEstesPark.ConferenceCentergroupsarethelargestgroupsegmentfollowedbyweddings.MediaObjectivesfor2011oIncreaseovernightstayswhilemaintainingtrafficfromdayvisitorsoIncreaseconversionofVisitorGuideinquiries 00 oIncreasewebsitevisitationoIncreasegroupbusinessfromFrontRangedrivemarketoIncreasepercentageof“new”visitationoExpandemaildatabaseMediaSpendfor2010versus2011Thetraditionalmediacanbefurtherbrokenbetweendayvisitorandovernightvisitor.re-investinginpublicationsdowntoillustratethepercentagespendDayVisitorNewspaperRadio201027%5%201165%65%201116%6%on.gPlan0MediaStrategyoEliminatepublicationsoutsideourtargetdemographicwhilethatfocusmoredirectlyonthe2011targetaudience.oIncreasemediareachandpercentageofspendtodestinationvisitoraudience.oIncreaseOnlineinvestmentthatwilldrivedecisionmakerstotheEstesParkwebsiteaswellasincreasetheemaildatabase.oAllocatebudgetforGroupbusinessfocusingoncorporate,governmentandassociationmeetings/retreats,SMERFprimarilysocial(weddings)andreligiousgroupsinthelocaldrivemarkets.2011Traditional2010TraditionalMagazineNewspaperRadcTVTraditionalTotalDigitalOnlineReachLocal&sEODigitalTotal$246,339$137,365$24,473$94,154$502,331$74,132$89,874$164,006}75%}25%MagazineNewspaperRadioTVTraditionalTotalDigitalOnlineReachLocal&SEQDigitalTotal5338,000$85,100$32,500$64,400s520,000$145,000$135,000$280,000}65%}35%Broadcast19%13%Total%ofBudgetsl%35%OvernightVisitor2010Magazine49%Total%ofBudget49%OnlineMedia 00 igPlanQOnlinemediahighlightstheproposednationalspendforEstesParktargetingtheovernightvisitorversusthein-statespendtargetingtheColorado/FrontRangemarket.basedeffortfor2011.Colorado/DayVisitorMarket$40,500(equatesto14%)National/DestinationMarket$239,500(equatesto86%)TotalInvestment$285,000(100%)PromotionsItisrecommendedthattheLocalMarketingDistrictexploretheopportunityofincludingapromotionaleffortaspartoftheadvertisingplan.OneortwokeypromotionsthatarewellthoughtoutandeasytoactivatecouldstretchmediadollarsandextendtoothermarketingareassuchasSocialMedia,website,searchoptimizationandofcoursepublicrelationsandadvertising.IdeagenerationbetweentheEstesParkCVBandtheirPRfirm,MarketingFirmandStaffcouldoccurduringthebeginningof4thquarter.IdeaDevelopacontestgiveawaythatwouldreinforcethepositioningofEstesParkduringthewintertimeperiod:Submitinwhateverformatyouprefer,yourmostromanticmomentandwinatriptothewonderfulwinterambienceofEstesPark.Cozycabins,warmfiresandwinterwildlifewatchingawait.BrandingandCreativeEnhancedbrandingthatfocusesonRockyMountainNationalPark,WildlifewatchingandtheEstesParkmountainambiencecanoccurin2011.Targetingcreativeusedinadsandonlinetospecificaudiencesegmentsisalsoencouragedtohelpachievethegoalssetforth.Messagingandvisualappealshouldresonatewitheachaudienceandwherepossibleadsshouldincludestrongcallstoaction.HillAeviumhasidentifiedthefollowingsegmentsthatcouldeasilybetargetedviaads,directmail,emailandonlineadvertising:oFamilIesoEmptynestersoSoftadventuretraveleroGroupsThemessageplatformwouldembracepointsrelevanttoeachaudience:RockyMountainNationalParkWomentravelingwithfamiliesandtheeaseofvacationinginEstesParkTogethering—reconnectingwitheachotherOutdooradventure—hiking,biking,etc.MeetingsinEstesParkWeddingsinEstesPark 00 -I’—tgPlanTheManagementStructureKeyPlayers-TheLocalMarketingDistrictBoard(7Members)-TheDM0Staff-TownofEstesParkVisitorServicesandEventsPersonnel-RMNPLiaison0OrganizationTheLMDBoardwillfocusdirectiondirectlytotheExecutiveDirectoroftheLMDStaff.AllLMDBoarddirectionwillbefocusedthroughtheExecutiveDirector,otherthanordinaryinvolvementincommittees,inordertokeepreportingdirectandfocusedwithoutconfusion.Webelievethisisveryimportanttokeepindividualagendasfromgettinginvolvedinthedirectlineofreportinganddirectionthatcouldcauseconfusion.AnynecessarycommunicationanddirectiontobegiventotheExecutiveDirectorduringperiodsbetweenBoardmeetingswillbehandledbytheLMDChairmanwithafollow-upsummarytotheentireBoard.IntheabsenceorincapacitationoftheChairman,thisresponsibilitywillbehandledbytheViceChairman.AllpayrollandbenefitswillbehandledthroughtheTownofEstesParkinconcertwiththeLMDBoard.OrganizationChart:LMDBoardCVB-VisitorServicesPeterMarshAdvertisingKarenLynchMeetingsSalesSuzyBlackhurstPR&Comm.1JohnNydeggerAdministrationTamaraJarolimekStakeholderSer.DirectorJobDescription1PeggyCampbellExecutiveDirector 00 •gPlanAddendumJobTitle:Director,EstesValleyLocalMarketingDistrictJobCategory:ExecutiveLevel,FLSAExemptReportsTo:LMDBoardofDirectorsSummary:DirectsandleadsthefourdepartmentsoftheLMDsectionoftheConventionandVisitorsBureautowarditsmission.WorksdirectlywithBoardonpolicymakingandstrategyfororganization.Actsasprimaryspokespersonfororganization.DirectreportsarethemanagersfortheAdvertising,PRICommunications,GroupSales&Marketing,StakeholderServicesandAdministrative.Duties&Overseesadministrative,operatingandmarketingfunctionsResponsibilities:oftheLMD,includingexecutionoftheannualmarketingandcommunicationsplanforthedistrict.AdvisestheChairmanoftheBoard,theBoardandsuchothercommitteesasdesignated.OverseesthecreationoffinancialreportsandannualauditreportsinaccordancewithproceduresapprovedbytheBoard.Developsandsupervisestheimplementationofanannualoperatingandmarketingplan,inordertopromotethedestinationtolocal,state,regional,nationalandinternationalaudiences.DirectsthepreparationoftheannualbudgetthatsupportstheseactivitiesandpresentsittotheBoardforapproval.AttendsallmeetingsoftheBoardandotherdesignatedcommitteesinanadvisory,non-votingcapacity.Establishesandmaintainsongoingeffectivecommunicationswithstakeholders,media,governmentleaders,businessandculturalinstitutionleaders,conventionandeventplanners,andthelocaltourismindustry.RepresentstheLMDatselectedlocal,state,regionalandnationalconventionsthatservetofosterthebettermentoftheLMD’smission.DevelopsandmaintainseffectiveorganizationalpoliciesandensuresallLMDactivitiesareimplementedwithintheseestablishedpolicies,guidelines,lawsandethicalstandards.Selects,trains,supervisesandevaluatesassignedpersonnel;coordinatesstafftraining;implementationofdisciplineandterminationproceduresforallstaffmembersviatheadoptedTownofEstesParkEmployeeManual. 00 0.gPlanEstablishesgoalsforindividualdepartmentsandassistsstaffinordertomeetthosegoals.Preparesandsubmitsapplicationsforexternalfunding.Requirements:•Four-yeardegreefromanacademicinstitution;marketing,salesorbusinessmajorpreferred•Severalyearsofrelatedexperience•Knowledgeofmarketing.businesstheories,practices,andprocedures•Knowledgeofbudgetdevelopment•Excellentverbal,written,andpresentationskills•Stronginterpersonalskillsandanabilitytoprovideleadership•Experienceinsupervisionwithprovenabilitytorecruit,train,anddevelopstaff•Abilityanddesiretoworkinaresults-drivenenvironmentStaffingCostsPayrollandbenefitsforthe4DM0StaffMembersreportingtotheLMDBoardwillcontinuetobepaidbyTheTownofEstesPark.ThisagreementisdetailedinanIGAbetweentheTownofEstesParkandtheEPLMD.ThetwoadditionalemployeesarepaidforbytheLMDandreceivebenefitsthroughtheTownPlansasappropriate.Currently,theLMDBoardintendstooperatetheplanwiththe6employeesplusthehiringofexternalfirmsasnecessarytoenhancecertainareas.PoliciesTheLMDwillusetheexistingCVBOperationalPolicies.AnychangesthatarerequiredtothepolicieswillbebroughttotheLMDBoardforreviewand/orpossibleaction.Currently,PersonnelPoliciesarethoseoftheTownofEstesPark.TheLMDmayconsiderreviewingorchangingthisinthefuture.ThiswouldbedoneonlyinthebestinterestoftheLMDandouremployees.2011BudgetforOperatingPlanItisimportanttonotethatthe2011BudgetincludedinthisOperatingPlancontainscertainassumptionsbasedondiscussionsourBoardhadwiththeTownOfEstesParkTrusteesthatcenteredonimprovingtransparencyofourincomeandexpenses.Although,wehavelefttheTownSupport’lineblankinourBudget,asitis‘tobedetermined”,wedobelievethattheTownwillcontributetotheLMDunder“OtherIncome”.PleaseknowthattheamountofthiscontributionmayimpactotherareasoftheBudget.Specifically,wehaveincludedStakeholderServicesRevenueinourBudget.WealsohaveincludedexpensesforRent,PayrollProcessing,ITSupport,andallemployeecompensation.Inaddition,theLMDBoardhasset$500,000asafixedLMDEmergencyReserve,whichwouldrollintothe 00 EndingFundBalanceifanemergencydoesnothappen,butallowsusaknownamounttobeheldforjustsuchapurpose.LocalMarketingDistrict2011BUDGETBudgetBudget20102011RevenuesIntergovernmental(VisitorGuide)2%TaxStakeholderServicesTownofEstesParkMarketingInvestmentOtherInvestmentTotalRevenuesExpensesPersonnelServicesLMDPortionOperations&MaintenanceTotalCurrentExpensesTotalExpensesExcess(deficiency)ofrevenuesoverexpendituresOtherfinancingsources(transfersin)Otherfinancinguses(transfersout)Increase(decrease)infundbalanceBeginningFundbalanceEndingFundbalanceRESTRICTIONSTABORreserve:3%ofexpendituresDETAILS$197,0001,272,050250,000128,985ongPlan$196,9851,235,00000000$1,431,985$1,848,03528,000502,32128,000502,3211,404,5771,719,4141,432,5772,221,7351,432,5772,221,735(592)(373,700)0000(592)(373,700)1,175,4361,174,844$1,174,844$801,14442,97766,65220102011LMDLMD 00 ThigPlanPersonnelservices28,000502,321Operations&MaintenanceMedia-traditional545,244520,000Media-internet116,751280,000Production&Distribution129,300105,000PRFirm-outofState25,00044,000EventpromopressreleaseN/AN/ADesignphotoprintprodN/AN/AMedia-socialN/A7,000FilmCommission1,200500StakeholderCommunicationsN/A7,000In-StateCVBExpenses3,75010,000EmailMarketingN/A7,700TradeShowsN/A7,300MarketingN/A7,000Lunch/DinnerMeetingsN/A4,100NewProductDevelopmentN/A10,000Research30,17043,700Website45,000110,000Rebranding30,00090,000NewCreative/AdvertisingAgency44,00040,000NewPhotography/FootageN/A40,000Contingency(1)160,00050,000Membership6,63010,275Education7,65017,500Cellphone&MileageN/A6,100Legal5,0005,000OfficeSpaceConfigurationN/A5,000UpgradePC/SoftwareN/A4,000ITSupport9,00015,606Bookkeeping5,00010,000Audit5,0005,000Contingencies(2)50010,000OfficeSupplies,Postage,PrintingN/A6,000RentN/A26,496PayrollprocessingN/A5,000VisitorGuideExpenses187,227197,000Webmaintenance9,200N/AProperty/liabilityinsuranceN/AN/AEmployeerecognitionN/AN/ABankchargesN/AN/ADues&subscriptionsN/AN/AConsultingN/AN/AElectionexpenseN/AN/AGroupsales38,955N/A1/2visitorsCenterFTEN/A13,137Total1,404,5771,719,414 00