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HomeMy WebLinkAboutMINUTES Community Development Committee 1994-08-04BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee August 4, 1994 Committee: Attending: Also Attending: Absent: Chairman Doylen, Trustees Dekker and Pauley Chairman Doylen, Trustee Dekker Ass't. Administrator Widmer, Community Development Director Stamey, Sales & Marketing Director Pickering, Advertising Manager Marsh, Museum Curator Carr, Clerk O'Connor Trustee Pauley ' Chairman Doylen called the meeting to order at 8:03 A.M. CONFERENCE CENTER REPORT The Mid-Year (January/June) Comparison Use Report was presented; total figures are as follows: 1993 1994 Room Nights No. of Conf. Attendees Non-Profit Users Day Meeting Users 5,738 7,854 4,963 2,603 6,923 7,950 5,029 2,722 The Use Report is the tool utilized by Director Pickering to ascertain how established goals are being achieved. Statistics indicate that April reached the highest number of room nights in three years operation. The Center received its first major conference cancellation in June when Outcome Based Education (OBE) deleted their conference with approximately 600 attendees. The cancellation was due to lack of OBE funding. Non-Profit figures are for local users and these groups have a special fee structure assigned to them—they do not generate revenue for the Center; however, they are encouraged to utilize the facilities. The Center continues to exhibit a 20% increase in room nights. Specific statistics for the months of May and June 1994 were also reviewed. Director Pickering was accepted for enrollment in the International Association of Auditorium Managers Facility Management School and recently attended his first year of the 2-year program. The Association includes a membership of over 2,000 members all of which are managers of publicly owned centers. Subject material was reviewed, and in summary, staff found: public relations with the community is critical to the success of this type of center and staff will increase efforts in this area; managers must not lose sight of the primary focus which is to book room nights; Estes Park's relationship with its concessionaire (Holiday Inn) is of the foremost in the country; staff will share information regarding Housekeeping/Maintenance with the concessionaire. Director Pickering was notified he "passed the test" and was invited to return in 1995. The Committee suggested staff share the information concerning Box Office Management with the Special Events Department. The Conference Center Newsletter, Estes Park Agenda, Spring 1994 issue, was presented. The newsletter was established when conference center operations began, and it is mailed to approximately 1,000 meeting planners. This issue contains numerous photographs which staff has determined entices interest. Topics include: the Town's weather temperatures; shuttle service direct to D.I.A., highlighted the Riverwalk and events, and featured area wildlife. In addition, an article reported on the purchase by BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee *• August 4, 1994 - Page 2 Estes Park Rent-All of a 3,200 sq. ft. tent which is now available for outside activities. This direct mail campaign is very powerful and, as a result of the mailing, inquiries/bookings are occurring for 1995/96. The newsletter is produced in the Spring and Fall. Director Pickering read a letter from the Larimer County Commissioners who highly commended the Town, facility, service, particularly Bill Thomas, for the service provided during the Colorado Counties Conference held in June. 1994 ADVERTISING REPORT. As of the end of June, 57,774 Visitors Guides were mailed, and 38,640 telephone calls were answered. Guides mailed are 7% over 1993 and calls are up 31% over 1993. Manager Marsh alerted the Committee that, with the impact of the telephone calls, this budget line item may be over-expended by approximately $12,000 by the end of the year; if so, the "off-year" advertising program could be adjusted to meet the deficit. Reader surveys were reviewed: Friendly Exchange Vacation: Quarterly circulation of 5,700,000 selected Estes Park as the third favorite weekend destination; the Rockies were selected as the second most favorite area for Trails. USA Weekend: In the May 27 issue, Estes Park was selected as "Also Recommended" in the Great Weekends in the Great Outdoors Category. Circulation of 17.6 million. Rocky Mountain News: Reader's Choice, June 12 edition, Estes Park and RMNP were selected as the Best Day Trip, RMNP Best Place to Watch Wildlife, and Estes Park was a finalist in the Best Mountain Town. During the first quarter of 1994, three different versions of the "Open All Year" ads ran in the Denver Post and Rocky Mountain News: the first ran twice the middle of January, the second ran twice in late February, and a third ran twice in March. Visitation in RMNP was up each of the months the ad ran, which reflects in a gain of 18.4% over the same period in 1993. The Town's sales tax revenues were also up each of these months for a first quarter gain of 15.2%. The Committee reviewed a graph indicating the improvement in economic value of those visiting Estes Park as a result of responding to magazine advertising. Estes Park's largest market segment has shifted from the $30-49,000 household income category to the $50-99,000 household income category. The Committee viewed the 15-minute version of the new Estes Park Video which was produced in conjunction with RAO Corporation, Chamber, Accommodations Association, and Board of RealtorsThe Advertising Policy Committee was charged with the responsibility of the sleeve design. The video was produced by Nick Molle'. The Town's financial support portion was provided from PRPA Economic Development funds. The Town received 200 copies, 185 of which were mailed to AAA Travel Agents. The remaining 15 will be utilized primarily by Director Pickering and Coordinator Thomas. A 40- minute version can be viewed on Channel 8 and it is available at various locations for purchase. Staff reported that without private participation in this project, a video would cost approximately $45,000. Due to time constraints, information on the Town offering BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee - August 4, 1994 - Page 3 advertising response via a modem will be presented during the September meeting. ADVERTISING STUDY - FINAL REPORT. At the December 2, 1993 Community Development Committee meeting. Trustee Doylen was appointed to examine the Town's Advertising Program expenditures and report her findings. This action was taken following the failure of the Tourism Tax measure on the November 1993 election, and subsequent uncertainty over funding for statewide tourism advertising. The Final Report was presented and reviewed: an evaluation team consisting of Trustee Doylen and Assistant Administrator Widmer began an assessment by conducting interviews with several Town and Chamber staff members. Research was conducted using published and industry sources; advertising invoices were examined; a tour of the Chamber operations was conducted for the team, plus Mayor ProTem Dekker. The team found the Town's Advertising Program to be well managed and efficiently operated. Options for managing the advertising and marketing activities were reviewed, with the primary recommendations as follows: 1. The community's marketing efforts should be guided by strategic planning. 2. The Town should facilitate the creation and financing mechanism for the evolution of the Chamber of Commerce and Accommodations Association into a new organization, the Estes Park Chamber Resort Association (EPCRA), which would become the marHeting agent for the community. The team also provided the following suggestions: 1. EPCRA should include a Central Reservations System. 2. Additional emphasis should be placed on the travel writer support portion of the Advertising Budget, with a goal of recruiting and cultivating additional travel writers and an increased amount of publicity for the community. 3. EPCRA's advertising program should serve as a resource and library of advertising techniques for the community, and as a collector of the efforts of others, both paid and unpaid; i.e., travel writers, video spots, and other media. Workshops should be held semi-annually to explain the marketing themes and to share ideas and network with others advertising the community. EPCRA's program would be the corporate identity that other programs could use as a foundation for their own advertising. 4. The Special Events Department should develop a strategic plan in accordance with the community's marketing strategic plan. 5. EPCRA should pursue relationships with various corporate partners, including packaging special promotions with car rental agencies or credit card companies. 6. The value of the community marketing effort should be continuously communicated through programs at service clubs, press releases, and other means. The community must be made aware that the marketing program is a key element of the continuing fiscal integrity of our BRADFORD PUBLISHING CO.RECORD OF PROCEEDINGS Community Development Committee - August 4, 1994 - Page 4 community, by producing increasing amounts of sales tax revenue, resulting in low property taxes and high levels of public services. The team is hopeful the financing mechanism will be instituted in the future, and encouraged the formation of EPCRA based upon the amount of benefit to the community. Team members expressed their appreciation to all personnel for their assistance and input. The Committee acknowledged receipt of the Final Report. MUSEUM REPORT. Monthly statistics for May and June were presented. Exhibits. Planning has begun on a Charles Eagle Plume Native American Exhibit for the Summer and Fall of 1995. "Round Trip Ticket" an encore exhibition of model trains from the Estes Valley Model Railroaders opens November 25. Staffing. Bridget Carlin, a recent graduate of George Washington University/Washington, DC, has been hired part-time for the remainder of the year to assist with collections care, process memberships, and clerical duties. Curator Carr attended a Rocky Mountain Nature Association Seminar on local history July 29-31; the Association waived the fee. Director Kilsdonk will be attending a program for Managers in State and Local Government August 4-13 in Vail. Director Kilsdonk received a $500 Gates Foundation scholarship to attend the course which is presented by the University of Colorado at Denver. Programs/Outreach. Approximately 70 people attended "Those Castles of Wood" presented by Hank Pedersen. The Riverside Ballroom Dance held July 23 raised approximately $3,000 for the Museum. This Friends fundraiser collected almost a third more than the 1993 event. Angela Brayham will present "Edward S. Curtis and the Popularization of Photographic Images of the Native American People" August 18 at 7:30 P.M. in Room 203. The Friends are sponsoring a Volunteer Recognition Tour and Lunch at the H-G Ranch. The Museum's new rack card and summer newsletter were produced with the assistance of the Cultural Arts Council's computer and software. Grounds. The Museum pathway has been paved and the traffic flow has been changed to exit via the rear door. Award. The Estes Park 75th Anniversary Committee will be awarded a Certificate of Commendation by the American Association for State and Local History at their annual meeting in Omaha September 29-31. The award is for superior work with the context of available means and superior standards. REPORTS. Director Stamey presented the newly-revised Community Profile. As in the past, this project is accomplished with the cooperative efforts of the Chamber and Board of Realtors. There being no further business. Chairman Doylen adjourned the meeting at 9:28 A.M. I it \ f It i?"- H sJ %S'; S' - r - - A AU6 91994 Vickie O'Connor, CMC, Town Clerk I wm OF eSTSS I f BOARD o:- |