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Home My WebLink AboutCOUNCIL - AGENDA ITEM - 01/31/2012 - FORT COLLINS CONVENTION AND VISITORS BUREAU UPDATEDATE: January 31, 2012 STAFF: Kelly DiMartino Jim Clark, Convention and Visitors Bureau Executive Director Pre-taped presentation: available at fcgov.com/clerk/agendas.php WORK SESSION ITEM FORT COLLINS CITY COUNCIL SUBJECT FOR DISCUSSION Fort Collins Convention and Visitors Bureau Update. EXECUTIVE SUMMARY The City of Fort Collins contracts with the Fort Collins Convention and Visitors Bureau (FCCVB) to provide various convention and visitor services. In 2011, the FCCVB generated approximately 20,000 hotel room nights in group, meeting and convention sales, responded to more than 18,000 visitor inquiries, and generated over $2 million in coverage in national and international publications. The FCCVB will provide an overview of these and other efforts, share benchmark comparisons related to the agency’s performance, and discuss plans and opportunities for the future. GENERAL DIRECTION SOUGHT AND SPECIFIC QUESTIONS TO BE ANSWERED 1. What feedback or questions does City Council have for the CVB regarding its services? 2. What input does City Council have for the CVB regarding future efforts and priorities? In reviewing the strengths, challenges, opportunities and threats, are there particular areas on which Council would like the CVB to focus? BACKGROUND / DISCUSSION Fort Collins instituted a 3% lodging tax in 1984. Shortly thereafter, the Fort Collins Convention and Visitors Bureau was formed to serve as the tourism and convention marketing and service agency for the City. The City of Fort Collins contracts with the FCCVB to provide various convention and visitors services. Since 2006, the contract has been based on a funding model whereby the FCCVB receives 70% of the lodging tax dollars; the Cultural Resources Board receives the remaining 30% to distribute as Fort Fund grants. Within its contractual services, the FCCVB has developed a sales and marketing program for the City that produces approximately $5 million in group, meeting and convention sales. The FCCVB January 31, 2012 Page 2 services more than 40 groups annually that meet in Fort Collins, including organizations such as CRU (Campus Crusade for Christ), Jehovah’s Witnesses, and the American Softball Association. The FCCVB provides information services for visitors and local citizens, receiving approximately 12,000 requests per year. In 2011, 100,000 Visitor Guides were distributed, and the FCCVB responded to more than 18,000 individual requests. Through cooperative partnerships with the Colorado Tourism Office, local businesses and other Front Range destinations, the FCCVB has leveraged over $200,000 in advertising and marketing. An analysis of the CVB’s competitive position demonstrates that Fort Collins has many desirable assets and strong partnerships. Opportunities exist for further collaboration with the new Museum of Discovery, Colorado State University, and the City’s Economic Health Office. Challenges include the limited awareness of Fort Collins in the Denver market, changes in the region regarding hotel availability, and increased budgets for competing jurisdictions. ATTACHMENTS 1. FCCVB 2011 Productivity Report 2. FCCVB 2011 Group Booking Report 3. FCCVB 2012 Board of Directors 4. Destination Lodging Tax and Marketing Organization Budget Comparisons 5. Powerpoint presentation 1 Fort Collins Convention and Visitors Bureau 2011 Productivity Report The following information is the productivity report for the Fort Collins Convention and Visitors Bureau for 2011. This is a brief explanation of those productivity measures and terms, as well as the metrics we use to measure productivity and benchmark our results. Group Room Nights This is the total number of hotel rooms multiplied by the number of nights that a group reserves or contracts for. 100 hotel rooms for 3 nights = 300 room nights. Group room nights is a standard industry measure. Many, but not all, convention and visitor bureaus (CVBs) use this measure of productivity as one of their primary indicators of performance. We place emphasis on groups with overnight stays, as overnight visitors spend on average about 10 to 15 times as much as day visitors. Our goal for each year is to meet or exceed the production of the average of the previous 5 years. Bookings and Servicing CVBs are catalyst organizations. We work to connect the buyer (meeting planner, tour operator, tournament organizer, etc.) with the supplier (hotel, facility, catering company, etc.) to facilitate a transaction. Those groups that we have had a substantial level of involvement in are considered “booked.” Every booking must begin with a “lead.” There are other groups that we provide services for that we were not actively engaged in the transaction; these are groups that we “service,” meaning we provide information, hospitality, welcome guides and brochures. Leads These usually go to hotels or CSU conference services, but may also be for caterers, transportation or a variety of other services required. We gather information from the client about their needs, and then send a lead to the appropriate businesses. If the client requests confidentiality, we send leads only to the properties or businesses that they have requested. Booking pace/conversion Many CVBs attempt to generate as many leads as possible to inflate their value, subsequently only converting about 30% of their leads into definite business. We do not. One of the reasons our conversion ratio is so high (goal of 60%, actual in 2011 of 70%) is that we qualify the business carefully and thoroughly prior to sending out a lead. ATTACHMENT 1 2 Paid Ad Equivalency When we work with a writer, journalist or broadcaster to generate publicity on Fort Collins, we measure the effectiveness and impact through paid advertising equivalency. The actual amount of space in the publication, or the air time in broadcast, is measured and we determine the advertising rate for the same space. That number is multiplied by 2, as people will pay far more attention and have greater retention of a feature story instead of an advertisement. This is an industry standard of the Destination Management Association International and the Public Relations Society of America. Again, the FCCVB’s practice is somewhat different than other CVBs in that our metrics reflect only publicity for which we have been directly involved. Visitor Inquiries If an individual requests information (a Visitors Guide), we measure each of those by source of inquiry. Most come from paid advertising, some directly through our web site, many through cooperative advertising with the Front Range region. Each is mailed an Official Visitors Guide. We are also moving to more sustainable practices. We have a Virtual Visitors Guide (a .pdf of the Visitor Guide), and to reduce postage costs and print materials, we sometimes send post cards directing the visitor to the web site for certain inquiries. Visitor Inquiry Conversion Rate We have used CSU students to conduct two conversion studies for us to measure how many individuals who receive a Visitors Guide actually visit in the same season during which the Guide is requested. Our average conversion rate is 60%. 3 2011 Results Group, Meeting and Convention Sales  39 Leads generated  21 groups booked  7 leads lost, CVB turned down two opportunities  9 leads still pending for a total of 19,276 room nights  Booking pace 70% against a goal of 60%  20,336 total room nights generated  Average of past 6 years is 18,846; 109% of goal met  Serviced 50 groups; distributed more than 4,400 Welcome Packets Public Relations  $2,074,616 in ad equivalency (note: broadcast numbers not in as of this date) Visitor Inquiries  18,148 inquiries in 2011 (including 191 international inquiries)  12,356 visitors at Downtown Visitor Information Center  Approx. 99,000 visitors at Colorado State Welcome Center (I‐25 & Prospect) Web Traffic  72,635 unique visits Date of event Group Name Number of Rooms New Repeat 2/10/2011 All State Orchestra 500 X 4/29/2011 CO Rock Art Association 40 X May‐ Sept 2011 National Propane Association 270 X 5/5/2011 French American Chamber of Commerce 10 X June ‐ Aug 2011 Jehovah’s Witness (Five times a year) 5000 X 6/23/2011 Colorado Brewers Festival 30 X 6/27/2011 Heartland Youth Choir ‐ (Home stays) 0 X 6/30/2011 Bike MS 150 600 X 7/15/2011 Campus Crusade for Christ 6000 X 7/17/2011 Campus Crusade for Christ ‐ (catering event) 0 X 8/18/2011 Fort Collins Soccer Club 90 X 9/9/2011 2011 Park City Familiarization Trip 60 X 10/8/2011 USGP Cyclocross Fort Collins Cup 290 X 10/20/2011 Colorado Band Masters 770 X 11/14/2011 2012 Midwestern Sectional Figure Skating 1270 X 11/14/2011 Alliance for Innovation 190 X 4/19/2012 Select Hospitality, Boise State University 36 X 5/4/2012 National Club Baseball Assn – District Playoff 40 X 5/8/2012 CO Assn of Transit Agencies Spring Conference 390 X 6/30/2012 Triple Crown Sports – Junior Sparkler Tournament 1300 X 7/28/2013 IUPAC Symposium on Organometallic Chemistry 3450 X Total 20336 13 12 Group Bookings Secured in 2011 ATTACHMENT 2 Fort Collins Convention & Visitors Bureau 2012 Board of Directors 1 Dr. Joseph O’Leary Chair At Large 3rd term ends 12/13 Professor, Colorado State University 215 Natural Resources Building Fort Collins, CO 80523-1401 Work: 970/491-0436 Fax: 970/491-0279 E-mail: jtoleary@colostate.edu Gary Buffington Recreation & Sports 4th term ends 12/12 Director, Department of Natural Resources 1800 S. County Rd. 31 Loveland, CO 80537 Work: 970/679-4560 Fax: 970/679-4574 E-mail: buffingk@co.larimer.co.us Jackie O’Hara Vice-Chair Advertising/Public Relations 2nd term ends 12/12 Owner, Jet Marketing P.O. Box 1802 Fort Collins, CO 80522 Work: 970/218-4797 Fax: 970/224-1047 E-mail: jackie@jetmarketing.net Jill Burge Retail or Travel Industry 8th term ends 12/13 VP, New Horizons Travel 300 E. Boardwalk Fort Collins, CO 80525 Work: 970/ 223-7400 Fax: 970/ 225-0538 E-mail: jillb@travelnewhorizons.com Ellen Rotunno Treasurer Lodging Industry – Limited Svc 3rd term ends 12/12 VP of Operations Best Western University Inn 914 South College Avenue Fort Collins, CO 80524 Work: 970/ 484-1984 Cell: 970/ 631-0158 Fax: 970/484-1987 E-mail: ellen@bwui.com Reggie Casselberry Lodging Full Service 1st term ends 12/12 General Manager Fort Collins Marriott 350 East Horsetooth Road Fort Collins, CO 80525 Work: 970/226-5200 Fax: 970/226-9702 Fort Collins Convention & Visitors Bureau 2012 Board of Directors 2 Dezi Brubaker CSU Housing & Dining Services Colorado State University Director Office of Conference Services 2nd term ends 12/12 8037 Campus Delivery Fort Collins, CO 80523 Work: 970/491-1378 E-mail: Dezarai.brubaker@colostate.edu Kurt Colicchio At Large 2nd term ends 12/12 Fort Collins Foxes Baseball Club, Inc. Owner/General Manager 543 Saturn Drive Fort Collins, CO 80525 Work: 970/225-9564 Cell: 970/412-7884 E-mail: kurt@fortcollinsfoxes.com Ben Costello At Large Sports 1st term ends 12/13 Mountain Whitewater Descents Director of Fun/River Manager 1329 North Hwy. 287 Fort Collins, CO 80524 Work: 970/419-0917 Fax: 970/494-0695 Email: ben@raftmwd.com Diane Gaede, Ph.D. Cultural Resources Board Liaison Associate Professor of Recreation & Tourism & Hospitality University of Northern Colorado Gunter Hall Greeley, CO 80639 Work: 970/351-2688 Cell: 970/231-1419 Fax: 970/351-1255 E-mail: diane.gaede@unco.edu Debbie Delaney At Large 2nd term ends 12/13 Regional Retail Services Coordinator Adams Bank & Trust 7800 S. Highway 287 Fort Collins, CO 80525 Work: 970/667-4308 x2218 Cell: 970/231-9793 E-mail: dkdelaney@abtbank.com Hamidah Glasgow Retail Downtown 2nd term ends 12/13 Executive Director The Center for Fine Art Photography 400 North College Avenue Fort Collins Convention & Visitors Bureau 2012 Board of Directors 3 Becky Ellis Limited service Hotel 1st term ends 12/13 General Manager Cambria Suites 2921 East Harmony Rd. Fort Collins, CO 80528 Work: 970/267-9000 Fax: 970/267-9004 Cell: 505-259-6027 Email: ellis@newvisionhotels.com Steve Levinger President Innkeepers Association 3rd Term ends 12/13 Armstrong Hotel 259 South College Avenue Fort Collins, CO 80524 Work: 970/484-3883 Cell: Fax: 970/ E-mail: smlevi@msn.com Beth Flowers Designated by Chair 1st term ends 12/12 Executive Director Beet Street 200 West Mountain Ave. Ste. A Fort Collins, CO 80521 Work: 970/419-8240 Email: bflowers@beetstreet.org Melissa Moran Retail Outside Downtown 1st term ends 12/12 Senior General Manager Front Range Village/Bayer Properties 2720 Council Tree Avenue, Ste. 160 Fort Collins, CO 80525 Work: 970/226-8633 Cell: 970/219-7376 Fax: 970/ E-mail: mmoran@bayerproperties.com Eric Smith At Large 1st term ends 12/12 Director of Sales & Marketing Odell Brewing Company 800 East Lincoln Avenue Fort Collins, CO 80524 Brewery: 970/498-9070 Cell: 970/215-3396 Fax: 970/498-0706 E-mail: smitty@odellbrewing.com Gary Ozzello CSU 4th term ends 12/13 Senior Associate Director External Operations Fort Collins Convention & Visitors Bureau 2012 Board of Directors 4 Steve Taylor Food & Beverage Industry 3rd term ends 12/13 Owner, Moot House, Austin’s & Enzio’s 109 North College Avenue Ste 220 Fort Collins, Co 80524 Work: 970/266-2612 Fax: 970/266-2613 Cell: 970/481-5385 E-mail: Steve@hotcornerconcepts.com Michael Short DBA Liaison Executive Director Downtown Business Association 19 Old Town Square Ste. 230 Fort Collins, CO 80524 Work: 970/484-6500 Direct: 970/419-4384 Cell: 414/828-9080 E-mail: mike@downtownfortcollins.com Ned Sickle Lodging Industry – Full Service 4th erm ends 12/13 GM, Hilton Fort Collins 425 W. Prospect Rd. Fort Collins, CO 80526 Work: 970/482-2626 Fax: 970/493-6265 E-mail: ned.sickle@jqh.com 1 Destination Lodging Tax and Operating Budget Comparisons Prepared for CADMO (Colorado Association of Destination Marketing Organizations) by Mike Miller, Colorado State University intern at the Fort Collins Convention and Visitors Bureau and Jim Clark, CADMO Chair. Data was collected in summer, 2011 and updated in January, 2012. Overview of Data The survey lists the destination, the lodging tax rates in that destination, and the income to the Destination Marketing Organization (often referred to as CVBs, Convention and Visitor Bureaus, or Resort Chambers of Commerce). The left hand column of tax rates shows the tax rates on a hotel room, including state, county, city and local taxes as well as any special assessments that apply to a hotel or lodging stay. The sum is the total tax a guest pays on a hotel room in that destination. The right hand column shows the amount of lodging tax revenue the destination marketing organization receives plus other sources of income from private contributions or other sources. Some of the information is incomplete as the responding DMOs chose not to provide all data. There are also some destinations that did not respond, and others that will submit information to CADMO in the near future. Additionally, it should be noted that this information is in relation to the budgets of the Destination Marketing Organization (DMO), not any commercial entity such as a ski area. Destination Lodging Tax rate DMO Budget Alamosa 2.9% State Tax 2% County Tax 2% City Tax 4% Marketing District 1.9% Lodging Tax 12.8% Total Room Tax $161,848 Lodging Tax Revenue $329,199 Marketing District $491,047 Total Revenue Aspen 2.9% State Tax 3.6% County Tax 2.1% City Tax 0.4% Roaring Fork Transit Tax 2% Lodging Tax 11% Total Room Tax $1,400,000 Lodging Tax Revenue $1,400,000 Total Revenue Avon 2.9% State Tax 1.5% County Tax 4% City Tax 4% Lodging Tax 12.4% Total Room Tax ATTACHMENT 4 2 Beaver Creek 2.9% State Tax 1.5% County Tax 4% Civic Assessment 2.59% Lodging Tax 10.99% Total Room Tax Boulder 2.9% State Tax 0.8% County Tax 1.2% RTD 7.5% Lodging Tax 12.4% Total Room Tax $243,666 Lodging Tax Revenue $487,334 Food Service $731,000 Total Revenue Breckenridge 2.9% State Tax 2.9% County Tax 0.75% City Tax 3.4% Accommodations/Lodging Tax 2.5% Sales Tax .0125% Housing Tax 11.675 Total Room Tax $3,411,638 Annual Budget Entire Chamber Colorado Springs 2.9% State Tax 1% County Tax 2.5% City Tax 1% Rural Transp. District 2% Lodging Tax 9.4% Total Room Tax $2,494,177 Lodging Tax Revenue $34,000 State and County $235,201 Membership Dues $337,450 All Other $3,100,828 Total Revenue Crested Butte 2.9% State Tax 1.0% County Tax 4.0% City Tax 0.6% Rural Transportation Authority 4.0% Lodging Tax 12.5% Total Room Tax Gunnison‐ Crested Butte $900,000 Lodging Tax Revenue $900,000 Total Revenue Delta County 2.9% State Tax 1.99% Lodging Tax 4.89% Total Room Tax $60,000 Lodging Tax Revenue $60,000 Total Revenue Denver 2.9% State Tax 1% Transportation (RTD) 0.1% Cultural Facilities 0.1% Stadium District 10.75% Lodging Tax (VISIT DENVER 2.75%) 14.85% Total Room Tax $12,604,043 Lodging Tax Revenue $964,819 Membership Dues $1,326,679 Publications, Website, Backlits $1,280,326 Other Contributions (Marketing) $115,114 Other (Foundation & Interest) 3 Durango 2.9% State Tax 2% County Tax 3% Durango Tax 2% Bayfield Tax 1.9% County Lodgers Tax 2% City Lodgers Tax Total Room Tax =Durango 9.9% Bayfield 8.8% County Unincorporated 6.8% $743,000 Total City Lodging Tax Revenue ‐$115,00 Transit Subsidy ‐$ 46,300 General Fund $180,453 Total County Lodgers Tax Revenue $ 90,000 Pay to Play Total DATO Revenue $852,000 Estes Park 2.9% State Tax 0.8% County Tax 4% City Tax 2% Lodging Tax 9.7% Total Room Tax $1,250,000 Lodging Tax Revenue $250,000 Stakeholder (member) Advertising Revenue $1,500,000 Total Revenue Fort Collins 2.9% State Tax 0.8% County Tax 3.85% City Tax 3% Lodging Tax 10.55% Total Room Tax $514,944 Lodging Tax Revenue $114,129 Special Lodging District $19,015 Membership $7,657 Other Income $657,896 Total Revenue Grand Junction 2.9% State Tax 2% County Tax 2.75% City Tax 3% Lodging Tax 10.65% Total Room Tax $1,148,921 Lodging Tax Revenue $613,515 Vendors Fee $22,055 Co‐op Marketing $6,144 Interest $4,774 Miscellaneous $1,795,409 Total Revenue Greeley 2.9% State Tax 3.46% City Tax 3% Lodging Tax 9.36% Total Room Tax $180,000 Lodging Tax Revenue $3,400 Weld County $1,500 Sales from Greeley Store $2,000 Co‐Op Advertising $186,900 Total Revenue Gunnison 2.9% State Tax 1.0% County Tax 4.0% City Tax 4 Longmont 2.9% State Tax 0.8% County Tax 3.275% City Tax 1% RTD 0.2% Cultural 2% Lodging Tax 10.175% Total Room Tax $263,041 Lodging Tax Revenue $263,041 Total Revenue Mesa Verde 2.9% State Tax 4.05% City Tax 2% Lodging Tax 8.95% Total Room Tax $125,000 Lodging Tax Revenue $163,600 City Sales Tax $45,000 County Lodging Tax $333,600 Total Revenue Montrose 2.9% State Tax 1.75% County Tax 3.0% City Tax 0.9% Lodging Tax 8.55% Total Room Tax $119,238 Lodging Tax Revenue $231,462 Other Revenue (Restaurant) $350,700 Total Revenue Mt. Crested Butte 2.9% State Tax 1.0% County Tax 5.0% City Tax 0.6% Rural Transportation Authority 4.0% Lodging Tax 13.5% Total Room Tax Gunnison‐ Crested Butte $900,000 Lodging Tax Revenue $900,000 Total Revenue Snowmass Village 2.9% State Tax 3.6% County Tax 1.0% City Tax 2.5% Marketing & Events (Village‐wide tax) 0.4% RFTA (Transit) 2.4% Lodging Tax 12.8% Total Room Tax $1,200,000 Lodging Tax Revenue $3,200,000 Marketing & Events $4,400,000 Total Room Tax Steamboat Springs 2.9% State Tax 1% County Tax 4.5% City Tax 2% Local Marketing District 1% Lodging Tax 11.4% Total Room Tax $525,000 City General Fund $325,000 Membership Dues $850,000 Total Revenue 1 Fort Collins Convention and Visitors Bureau 2012 City Council Presentation Today’s Agenda • Overview of CVB contract and services • Benchmarks and productivity • Priorities and plans for the future ATTACHMENT 5 2 Background • Fort Collins instituted a 3% lodging tax in 1984 • Generated $908,908 this year • Current allocation 70% FCCVB, 30% Cultural Resources Board • FCCVB operates under a contract for services with the City of Fort Collins Tourism –Where we are • Colorado Tourism –Tied for third most popular visitor destination with Boulder, Breckenridge, Estes Park • Seasonality –largest visitation in summer, lowest in winter • Summer weekends still weak unless we have group business 3 Tourism‐ Economic Impact • Tourism generates 16.6% of the sales tax revenue in Fort Collins (source: Tourism in the Fort Collins Economy, Harvey Cutler, Ph.D., Colorado State Univ.) • Tourism sector is leading job growth in the state in the last 6 months (Source: Broomfield‐based Business and Economic Research) What We Do • Not‐for‐profit organization • Represent Fort Collins and help the long‐term development through a travel and tourism strategy • Membership organization • For visitors, we are an unbiased resource • Official point of contact for convention and meeting planners, tour operators and visitors • Encourage business travelers and visitors alike to visit local historic, cultural and recreational sites • Manage Downtown Information Center & Colorado Welcome Center • Marketing/PR 4 CVB Mission Statement • The CVB leads the city in attracting visitors to showcase a diverse set of assets, facilitating the highest quality visitor experience in order to enhance the economy and quality of life for residents. Who We Are • 7 member staff • 24 member board of directors • 100+ Volunteers • 200+ Members 5 2011 Revenue Sources Total: $839,259 2011 Expenditures Total: $796,750 6 Sales and Marketing Focus • Group business – Religious, Sports, Association (best facilities matches) • Leisure marketing through limited co‐op advertising, public relations • Partnerships with Colorado Tourism Office, Front Range Region (north of Denver) • Key messaging: sustainability, unique downtown, cycling, outdoor recreation, Cache La Poudre River, breweries, cultural offerings Benchmarks by Budget *Does not include Welcome Center budget 7 Group Business by Market Segment 2011 FCCVB Group Room Nights Booked 8 Fort Collins Productivity Benchmarked Fort Collins Vail Breckenridge Boulder Web unique Visits 72,635 480,000 334,148 n/a Advertising Equivalency $2,074,616 n/a $4,352,202 $6,602,354 Budget $796,750 $1,150,000 $3,411,638 $1,200,000 2011 Visitor Service & Sales Statistics • 100,000 ‐ number of Visitor Guides produced • 18,148 –Visitor inquiries mailed • 60+% ‐ percentage of inquiries on average who visit • 12,356 –Out of town visitors served at Downtown Information Center • About 100,000 –Visitors served at Colorado Welcome Center 9 PR Value $2.1 Million Ad Equivalency Key Partnerships • Advertising co‐op with Front Range Region ‐ $2500 for over $25,000 in exposure • Colorado Facebook page: 320,811 followers • CSU Conference Services –joint trade show participation • CSU Athletic Dept. ‐ $10,000 participation, included in $140,000 in Front Range media • City of Fort Collins Parks and Rec. Dept. makes many of the sporting events possible. • CSU Department of Music, Theatre and Dance 10 Key Partnerships • Downtown Business Association ‐ $200,000 in gift card sales –top location • Colorado Tourism Office –our Welcome Center #1 in volunteer participation • Chamber of Commerce – Consolidation of two publications • Bike Library –check‐ins and publicity Strengths, Challenges, Opportunities, Threats Strengths: • Strong group business base • CSU Conference Services re‐engaged in marketing • Outstanding visitor product • Experienced staff and diverse board • Partnerships and alliances • Good publicity, especially quality of life publications • Visitor Center, Welcome Center, volunteer base • Ability to support a Visitors Guide in a smaller destination 11 Challenges • Lack of awareness in Denver • Very limited exposure to national meetings market • Distance from DIA • Tendency to be overshadowed by Boulder, Denver and mountain resorts • Budget and lack of advertising • Seasonality, especially winter • Lack of large meeting space (i.e., Embassy Suites) • Many sporting events too expensive to attract Opportunities • Off‐season business • Museum of Discovery will add an attraction for kids • Continue to capitalize on craft brewing trend • Increased use of PR in lieu of advertising • USA Pro Cycling Challenge • International markets, visitors stay twice as long, spend nearly 4X as much • Explore other opportunities such as ecotourism and sustainable tourism 12 Threats • Nearly every competitor in Colorado has increased budget by raising lodging tax: • Boulder –increased tax, budget $1.4 million. Direct aim at group business with staff and cash incentives • Loveland – Instituted lodging tax. Grants to groups • Estes Park – Instituted Local Marketing District, about $2.5 million • Aurora – Instituted lodging tax, going after softball tourneys with their complex and cash • Breckenridge –Increased lodging tax to go to $3.4 Million budget • Our two largest groups, CRU and Jehovah’s Witnesses being courted by competitors Plans for the future….. • Additional Research, study the impact of public events, destination audit, new economic impact study • Results from destination audit to guide new offerings and packaging opportunities • Increased emphasis on PR as a key marketing tool (Katy Schneider is in NY as we present) • Group solicitation aligned with key industry clusters as in Economic Strategic Plan 13 Plans for the future • Potential partnership opportunities as Loveland clarifies their tourism marketing plans • Media campaigns in Front Range focusing on events, cultural activities (resources permitting) • Capitalize on Museum of Discovery as a new and unique offering Questions for Council • What feedback or questions do you have regarding CVB services? • What input does City Council have for the CVB regarding future efforts and priorities? Vail 2.9% State Tax 1.5% County Tax 4% City Tax 1.4% Lodging Tax 9.8% Total Room Tax $120,000 Lodging Commission‐ Group $200,000 Lodging Commission‐ Leisure $435,000 Project Based Revenues $335,000 Membership $1,090,000 Total Revenue 0.35% Rural Transportation Authority 4.0% Lodging Tax 12.25% Total Room Tax Gunnison‐ Crested Butte $900,000 Lodging Tax Revenue $900,000 Total Revenue $16,290,981 Total Revenue 311A Mcgraw Athletic Center Fort Collins, CO 80524 Work: 970/491-0628 Cell: 970/222-3361 E-mail: Gary.Ozzello@ColoState.EDU Wayne Sundberg Cultural/Heritage Tourism 8th term ends 12/13 Owner, SundDay Research Associates 1108 Lynnwood Drive Fort Collins, CO 80521 Work/Home: 970/493-3749 Cell: 970/ 690-4520 E-mail: sunddayres@msn.com Scott Romano Special Lodging District Seat 2nd term ends 12/12 GM, Super 8 409 Centro Way Fort Collins, CO 80524 Work: 970/493-7701 Fax: 970/530-0557 E-mail: romansco1359@gmail.com Fort Collins, CO 80524 Work: 970/224-1010 Cell: 303/489-8693 Fax: 970/224-1024 E-mail: hamidah@c4fap.org Kelly DiMartino City of Fort Collins Liaison Employee & Communication Services Director Office of the City Manager P.O. Box 580 Fort Collins, CO 80522-0580 Work: 970/416-2028 Cell: 970/217-3293 Fax: 970/224-6107 E-mail: kdimartino@fcgov.com Bob Herrfeldt The Ranch 3rd term ends 12/12 Director, The Ranch 5290 Arena Circle Suite 100 Loveland, CO 80538 Work: 970/619-4010 Fax: 970/619-4001 Cell: 970/566-3771 E-mail: bherrfeldt@larimer.org Email: reggie.casselberry@dimdev.com Truman Solverud Immediate Past Chair Food & Beverage Industry 3rd Term ends 12/12 Truman’s Coffeehouse 2815 E. Harmony Rd. Ste. 102 Fort Collins, CO 80528 Work: 970/ 295-4447 Cell: 970/213-1000 E-mail: solverud38@msn.com Danielle Clark At Large 1st term ends 12/13 Communicaitons Director Poudre School District Johannsen Support Svcs. Ctr. 2407 LaPorte Avenue Fort Collins, CO 80521 Work: 970/490-3427 Fax: 970/490-3005 Cell: 970/567-1579 Email: daclark@psdschools.org ATTACHMENT 3