HomeMy WebLinkAboutMinutes Community Development Committee 01-25-2001 Town of Estes Park, Larimer County, Colorado, January 25, 2001
Minutes of a Regular meeting of the COMMUNITY DEVELOPMENT
COMMITTEE of the Town of Estes Park, Larimer County, Colorado.
Meeting held in the Municipal Building in said Town of Estes Park on the
25th day of January, 2001.
Committee: Chairman Doylen, Trustees Barker and Habecker
Attending: All
Also Attending: Assistant Town Administrator Repola, Acting Community
Development Dir. Joseph, Advertising Manager Marsh,
Directors Pickering and Hinze, Clerk O’Connor
Absent: None
Chairman Doylen called the meeting to order at 8:00 a.m. and advised that the
Committee agenda has been revised as follows:
January, March, May, July & September
Advertising, Conference Center and Special Event Reports
February, April, June, August & October
Advertising, Museum and Sr. Center
The November and December meetings are cancelled.
If a department needs Town Board approval on an item that doesn’t meet this schedule,
the request would be placed on the next Community Development Agenda or go directly
to the Town Board. Additionally, Community Development Department items may be
added when appropriate.
CHAMBER RESORT ASSOCIATION (CRA) – UPDATE.
CRA Exec. Dir. David Thomas briefed the Committee on the Estes Park Snowshoe
Adventure Series and associated brochure and poster that are being distributed within
Estes Park and the front-range. Tubbs Snowshoes is the major sponsor, and with
rental of these snowshoes, Tubbs offers free guided tours. On February 3rd, the
“Discovery Snowshoe Festival” is planned and this event, which was formerly held in
Copper Mountain, benefits the Susan G. Komen Breast Cancer Foundation. Numerous
participants/spectators are expected, and the CRA is working toward making Estes Park
the “Snowshoe Capital.” The event is featured on a CRA banner ad on the State
website, Colorado.com, and it has proven to be the highest performing ad on that site.
Director Thomas offered his appreciation to Mgr. Marsh and the Town for the
newspaper ads and promoting the event.
COMMUNITY DEVELOPMENT – INTRODUCTION.
Clerk O’Connor advised that with the resignation of Steve Stamey, Bob Joseph has
been named Acting Community Development Director.
2000/2001 ADVERTISING REPORT.
Manager Marsh reported on the Winter Insert (180,000 circulation effort) for President’s
Day Weekend, the Snowshoe Series, events into May.
The Advertising Report was thoroughly reviewed, and it is summarized below:
Community Development Committee – January 25, 2001 - Page 2
Requests for Information:
As of 12/31/00, requests for Vacation Planners are down 14%
As of 11/30/00, 800 calls are down 23%
As of 12/31/00, e-mailed requests are up 56%.
Decreases may be due to the media play on gasoline prices, significant wildfire in
the area, economy, election, and the like. The Advertising Committee also
suspects that many advertising responses are going directly to the CRA website
without requesting a Vacation Planner. The Committee has devised tracking
methods that should help understand ‘electronic’ response and the degree to
which ad respondents are shifting to not wanting printed materials sent to them.
Collateral Distribution:
Vacation Planners. 55,486 planners were distributed in response
to individual requests, and another 56,590 planners to third party
distributors for a total of 112,076 during 2000.
Spirit Brochures. 152,100 brochures were distributed along the I-
25 and I-76 South Denver-Northern Colorado corridors.
Media Relations:
As a result of media releases, Colorado newspaper coverage of
Estes Park/RMNP has generated editorials with an advertising
value of $186,723 and $15,000 expenditure.
Media Information Person: 6 candidates, 2 interviewed, with Harry
Graham being selected. Harry started work 1/1/01 and he will be
asked to attend the February Committee mtg. Appreciation was
expressed to Sally Anderson and Suzie Blackhurst for their work.
Internet Banner Advertising:
The Home & Away Banner ad generated 11,818 click-thru’s to the
CRA Request Vacation Planner forms page.
The Google Banner ad generated 2,355 click-thru’s to the same
site. Compared to the magazine Cost Per Inquiry amount, the
Google click-thru rate matched the average 2000 magazine CPI,
giving the Committee a traditional tool to measure this new
medium.
The Ad. Committee is planning different Internet programs.
Discussion followed on marketing the shoulder seasons, utilizing cross-market
ads/activities, first time v. long-term visitors, and the option of creating “cafeteria” plan
packages on the website. Director Thomas added that the CRA’s ultimate goal is
planning a year-round Estes Park Adventure Series.
CONFERENCE CENTER REPORT.
Director Pickering reported on the 2001 Advertising and Trade Show Plan.
At a recent Legislative Reception with over 50 State Representatives and Senators
attending, Director Pickering expressed the importance of tourism and related issues
important to Estes Park to Representative Fritz.
The new State Tourism Board is now in operation, and due in part to the Chamber’s
efforts, Estes Park has a local representative–Kathy Palmeri. This $6 Million
program should become a leader in the State for tourism promotion, and funding must
be requested on an annual basis.
Director Pickering clarified how meeting planner contacts are received and processed,
adding that the market is extremely competitive.
Greg Burke questioned the number of bookings for the Spring season, and staff
responded that, possibly due to the economic downtown, the Conference Center has
Community Development Committee – January 25, 2001 - Page 3
received six cancellations. Conference cancellations of this magnitude have never
been experienced by Estes Park, thus the Spring and Fall seasons will be significantly
affected.
SPECIAL EVENTS REPORT.
Director Hinze presented the following, and requested they be favorably recommended
for approval:
1. Standard Agreements
Christmas Parade – Connie Boschen/Connie’s Cartoons, November 23,
2001; $11,000.
Rocky Mountain Miniature Horse Show, June 20-24, 2001.
Colorado Arabian Horse Show, July 4-8, 2001.
Copper Penny Horse Show, July 20-22, 2001 (one extra day).
The Committee recommends approval of all four Agreements as presented.
2. An Event Critique was submitted and reviewed for the Year 2000 Christmas
Parade (the weather was exceptional, this was the largest gathering to date, float
quality and advertising was good; and in staff’s opinion, this was the best
Christmas Parade since its inception). Appreciation was expressed for all those
assisting in the presentation of this event. Concern was noted pertaining to the
public restrooms, where they are locked at 7:30 p.m. including July 4th. Staff will
investigate this issue.
3. Event Organizer Regulations (final draft). The Committee reviewed the final
draft that, when approved, will be included in the Special Events Policy Manual.
Parking remains an issue, however, Director Hinze confirmed that if Event
Organizers to not adhere to the Regulations, continuation of their event could be
in jeopardy.
The Committee recommends approval of the Regulations as presented.
4. Parade Permits:
Rooftop Rodeo Parade, July 10th
Scottish-Irish Festival Parade, September 8th
Christmas Parade, November 23rd
All parades are proposing identical routes as in the past. The Committee
recommends approval of all three Parade Permits as presented.
There being no further business, Chairman Doylen adjourned the meeting at 9:20 a.m.
Vickie O’Connor, CMC, Town Clerk