Loading...
HomeMy WebLinkAboutMemo - Read Before Packet - 6/8/2021 - Memorandum From Amanda King Re: Visit Fort Collins Updated Draft Destination Master PlanDocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 City of Fort Collins MEMORANDUM DATE: June 8, 2021 TO: Mayor and City Councilmembers.DS DS THROUGH: Darin Atteberry, City Manager Kelly DiMartino, Deputy City Manager �M Tyler Marr, Interim Information and Employee Services Director Communications & Public Involvement 215 N. Mason St. PO Box 580 Fort Collins, CO 80522 970.416.2209 fcgov. com r-DS FROM: Amanda King, Communications & Public Involvement Director A. RE: Visit Fort Collins Updated Draft Destination Master Plan Please see the attached updated and most recent Draft Destination Master Plan from Visit Fort Collins. .. . .. - uA.r.:, :. " ::�;I : .:A 4.0 Master Plan DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 Gathering Stakeholder Input • • • • Assessing Tourism Assets Determining Destination Development Developing Strategic Recommendations LL • 4-0 U Partner future actions Destination Master Plan Summary 2 re a) a)•U E •c o c N n Cco O U N-0 txo b.,0 fl-•> •Io L U 4O 0 N C to O N O 0 =i-1 ONU0 eel ti O U > N co r-1 o_ LE L a) -o fa a) 0 DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 0 U 0 0 aJ w U Q co 0 wU m a bA 0 � 0 0 = c cB as 0_ m w W W W ^� a) cu I o 0— }) U U c >, O O =E 0- ca � L 4-1 CZT 0 ¢bA c .� bA'bA ao � w J Determine and O 0 _ 0 c 0 0 a, ct N O •- U Hi Destination Master Plan Summary 3 DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 N DER DEVEL • PM EN Talent attraction is the U ca vis N ( �U O = c O V > '0 U C > (a V c 03 O U *N V E i O U 0 Utilize commu Connect to economic Destination Master Plan Summary 4 N W N W c) 0 lf) rn ao m N N N M 17) 0 0 0 0 Tu c U O 0 KEY THEME -0 (3 - Co a) o Un = U cn E E a)oaDU oU �) QQi CU CO - 0 W-C3Q) too v D z -0 . `n C = L- 0 = E >'5_ 2 o >, m Q 0.0 U • • Larger than slogan and logo CU U 0 0 a> Q 0 n1 W -, — Q CO CO oaU (I) (1) 0 o O CO 4+ (n a) +-) (l ) O c a) E O E o E N U o > u U u o2S • • 0 00 u. PI V 0 O W m• w � CL 0 bO m co • -:5 N N N c) co co M U L U o W 4) o_ 0 0 w 0) 0 O 0 STRATEGIC CONCEPT 4--) L O LL 4) O J CO U aU z CU 4 v� --) w O f �Q C W L U elf) X H N Z W w _0 CO c N v) Ca E w Q > b..0 i Z, -1= a) •- O CU CO H Co O E a O U z • JLL databases University City groups • • Conversations with business & civic community • Focus groups & interviews • Strategic observations and casual input REMAINING STEPS • Establish the brand development process • Connect to community pride • Form link with Talent 2.0 V 0 O 00 W r N • m W M LC) M M tap co • m N N N M CO U � U M o_ W 0_ 0 w m (n� 3 0 0 0 • Examining the Comparative Set to determine potential direction • Note that logos included are not always reflective of the community's brand promise N O a ce cD • Breweries Beckon Cit rol • GCVO ■ ■ • High tech&hip Gol • University City scoz .z O • Recreational Retreats b1J 0 co E (1) U Q) N E O I O O U vi U -0 aw) o L� N LE a) ( O a) co a) v -c • a) E 0 0_ 0 a) cu a) a) a) 0 • Appreciation of one another • Genuine love of community • Hunger to share Q) U 0_ 0 n0 a) 0_ n� W b1J +) 0 W a) • N 0 0 U CO O 0 CO O v c6 - (75 CO cn O tat) CO — c +J tau 0 N - C6 C6 U _U a) O 0_ U O Q) • b- JJ 0 cn (1) 0_ co x a) a) V- ) 0 E w 0 • encounters 6 Degrees of Separation - Fort Collins style How could we capture this pride without disrupting it? s V 0 O N 00 W N • m W 0_ Lf) M m c • m N M CO U � o U M W 0 0 0 >h Luc w c rn U 0 0 0 DIRECTION/STEPS • Emphasize personal stories • Trace & document the connections • Promise is social and engaged • Research the connectivity to image • Dare to be bold and defining • Creative development • Compelling narrative V 0 O N CO P- r N • m W CL Lf) M M tap co • Nm N N M co U M o_ W n Nn a) ins U 0 On -going Actions: Culturize (mentally plant the promise) the brand throughout Fort Collins. Actions for Years Three & Four: • Actions for Years One & Two: Research the image of the Pride of Place • Integrate through committee Develop the creative translation • Integrate through committee Configure culturalization plan • CFC & Chamber key supporters Integrate through committee • STRATEGIC CONCEPT s_ E 0 U —0 N 4_, 0_ CO X _c Q) a--) s_ Q) • / c\ C6 \ (i) h0 W il b,0 0 CB CC) (a) N 0 N uJ 4 (J) c 0 U 0 u_ INPUTS TO UNDERSTAND CURRENT/FUTURE POTENTIAL U C6 t() aU W 0 -1—) s._ co o_ 0 �n bJ a) 0 0 U i 0 (/) LL c > • • Input from stakeholders N w W • z 0 s_ 0 U LC Q s_ 0 a> Q\) a> nV) • U Q] a> C0 Itinerary builder • Connected to metrics (not awareness) • SEASON OF VISIT 2 la coZ ii c da E 2 0, T N co 2 C 2 a0 U g, _ d � a 0 1- N • O U 4-0 0 u_ E V W CO Lo N r N M 0 Lo 00 Lo d) Cfl 7 N M Lo C.) U 0 o_ 0 W C rn (J) U O 0 0 rn Inesalpleasure o e o c'n 0 O ra HN M v E.� o f6 0 _c T> N N N o_ T 06 CD .- p N +L+ o Y cn N o_ i c ate-, -O . - N N O N '� p N oD N -CH. o- c o bD o_ o c o_ V of ., c ) bA (n hD M M 0-....,,, .� N .0 ,)) N O O~ L N R O v -O co bA m Q- ,b° act. t N O> cp N N v 0 o 0 0 coM O Q bD i ti O N CC _C L H •. I N • a) '- I- M 2 an in p -O bD - O — to N c MS v d O_o a+ ni'bDbAM Q v '= co ,- EL, O C �6 c O i> > c O N 4-0�u. h0 a._ • O a)> v 0 E Qco os ao •, ins c o N o 'ao E N CJ R .c L ' T L -6 0_ LL O L _ CA c c g E c$ v an c o a m c CV c, c v y a, v °LL''''a 0.c v U MS ri E v p v � -0v.N a v R > L 0 E c E '> L3 ¢ .v) H o 0 eneralvacation det Overnight Visitors Only ti Lc) 4 3% Lo. a*j 33% M a+j 2.4% N aV N N G'. Denver -- CO 2 Los Angeles -- CA Phoenix -- AZ San Francisco - Oakland - San Jose -- CA Minneapolis - Saint Paul -- MN, WI Kansas City -- KS, MO Atlanta -- AL, GA Washington (Hagerstown) -- DC, MD, VA Colorado Springs - Pueblo -- CO Albuquerque - Santa Fe -- CO, NM New York — CT, NJ, NY J 0 0) .0 0 Stop on a tour of the area -J 0 f- O O co = A co .� N N cn C� 0 O O O > O cuo co .L = O _o 0 z O cp cn Co +� c O O_ O co -0cn `~ b0 O h O u •_ - �Q> N O 4) can , E x O '— V 0 r co . 0 0 0 co 4> �--'co a a> 0_c� = O �� a.= N (f) 0 z (f) L, • • F • • • • 0 U 0 L.L E V W CO M ' ^ Lo Lo • V , r ` v r W N M b/ Lf) 00 Lo 7 N 0— X U U W n 0 W c rn DIRECTION/STEPS Q> Q> U 0 0 0 LCI) co 0 'En O Q �J Q1 N (: E Q) O - > LL .0 • Focus on soft season business 0 opportunities Build distinctive experiences 0 0 cl ) E O W E a) (n • — n' W c 4_l co Q O � o O .4= Q.) w -0 U a) C3 v) O Q) co hE U co cu O f.' .5 co E Use scalable destination system • • • vedia relations Q) C3 0 U 0 0 0 0 Content development Direct promotions 0 U 4-0 0 u_ z 0 1- U Q On -going Actions: Assemble regional product components and conduct visitor research. Actions for Years Three & Four: Add direct marketing for third year program Expand with creative, experiential collateral H -o ca Actions for Years One & Two: Enlist regional partners into the vision • U LL 0 0 Constructed coalition Develop the experiential concepts • Coalition driven Utilize FOCO talent & entrepreneurs 0 0 Craft a budget for first year media relations • Establish minimum level Add content development for second year • .. .. u:, • " ::�;I :• : A Actions for Years One & Two: B . • Leveraging community connections Branding Pride of Place • O Intentionally weave into other priorities • • Leveraging Community Connections Creative Community Actions for Years Three & Four: Develop results report • Content created/Stories gathered Conference/Group leads 0 0 Expand and elevate programming • Essence of Fort Collins Configuring Events . . . . Harness the connections to brand • av E 0 0 0 Promotion of personal stories N co N m w d cri to m w N N N M 17) U U 0 a, Tu 0 c w c U O 0 E E O U 0 COtxo STRATEGIC THEME IMPORTANCE co cn U . — � O 0 —0 O v) E 0 U LO •E 73 D aU CO = O > O 0 CO N L • co Co 4_, , O O 2 COco V - ) L N 0V V 2 U LE N L -I—, U (r) U 4 O CU O QW O E V - b° (/) • _ —0 C co v U D L O 2�, L 5: L O = Co O O 0- v 0 U ii_ bA LL • • • V f6 CL 0 • N CD CO Lr>a 0 •� b Mp m rn co • m N N 71- CDN M U 0 0 0 m• (n' 0 0 0 STRATEGIC CONCEPT INPUTS TO UNDERSTAND CURRENT/FUTURE POTENTIAL • Facility feasibility study Review with VFC and CFC operators • N 0 W W Z • Narrow priorities Other needs to support facilities • • • Amenities & services 0 0 • U co CL 1' 0 O N N CO cr)▪ co C Q) = co ._ >, > a) U - _ wm Lo ( 0 . • • N N Lo E •- U °° O E N Q O O Cr) co •• m 4_, a)O ci N a)OU O -0> co = O U = (A ,_ co w w 0 = co z o_ Q) ✓ c f6 0 CL o� O • O .- U ••' 0 O- U Q • X 0- WI O c`• ' N .(7) W O 0 Q• C N fp • C C OI y NIII C �- C E �' LL . N Q O "O p so mU o v £¢t.#Cj C �-o m E-E 2 m 2yoYt-adEac c EcNpy@ 7+d O 4) Np • e} E N O O is L ' E O Op N y a N w tD '` N QLp_CHU 0(DUE Cr S o p@ E O ✓ 13 ri g .. R via �. O C w a a oa1dng5.:1-71E.. ¢ c (Ns-, Y V G1 - "O C jLJ) CI mm` aQ N9 0 `0 a�i w CL 0 a--• Brand reflective convention centers M bp d) M • m N I A 7 WI m U U o m 2 o m• c W W z IX °) W 0 • 353,000 sq. ft. exhibit center • Over 500,000 total sq. ft. Monona Terrace Convention Center • 40,000 sq. ft. exhibit center • 200,000 total sq. ft. Kentucky International Conv. Center 200,000 sq. ft. exhibit center • Over 300,000 total sq. ft. • Red Rocks Amphitheatre 30,000 sq. ft. visitor center • 3,600 private events room • FRE17L . • r -PorA or in: horse ar o uestnan event cente • ucationa t eme sal Osenee in 197: • • • • 0 0 0 O 40,000 sq. ft. total space 18,000 sq. ft. climbing Gym Canopied Bike Park Fitness Studios Opened in January 2020 • • • • • Ca a03NCO c-E c O N ry ._ c co m U o4N QO rC + ly NOT O O O U m C y m Q ) se. 0 n O > E • c• c N C Q r N O C d E oc NOdc 7'0104 M y 3 N w E c i N4�«0_c dO(O U O _cO O •«�c OLL(0 NUC0 a 00wO0- T • a 0 T O C w V op V N "O _� "c C r -` Q Y 7 eepp M (0 CD w 9 N 9 0 Q. 7 c E E m 0 o. c V f6 CL 0 • CO Lo Loa 0 • Lo bp .1 0 N_ M CO U 0 o Q Luc rn 0 DIRECTION/STEPS O 0 Q X N 0 Initial conce Indoor flexible event space specializing in: • Training seminars C 4- CO U O -0 O a-' _ _ CD O -C bA 4J bA Q C = N CO 41 0 C i L N O cn bA 0_i c N - Q o U E c0 O U c_a c _ bA a1 .I-) O CO bbf U CO +, - U _0 0 bA > O N 00 0 N i C N O u V i C 0_ O O 0 O • b.- ° 0 CU N U 2 ccn m Creative Community • Assemble dual direction a.oCU • —0 a— o a• co U o a) a) = L() . _ V W CT ,co C W � 0 ^ , W > N N Q U SH ,, 0 2 .c \W (1) o_ -0 _ o _ c/) w O u 0 0 Establish a facility leadership body • o Advise on community investments Structure priorities O cn co 0 2 U 0 0 N- • cn u) a co E X n>1 - co W •— a) a� E (i) 0 0 0 ? ▪ E 0 0 (5 o • • Foster community support o a) -n0 W cc o_ co -o 01 ✓ CL 0 • � N CO Lo N. Na N M 0 •� Lo Lo rn ✓ _ co • N N _ U o Q Luc rn O 0 On -going Actions: Manage venues based on quality of facility and connection to brand promise Actions for Years Three & Four: Assemble P3 investment concept . 3 . Essence of Fort Collins Configuring Events Actions for Years One & Two: • Convene facility leadership body Integrate through committee N 0 c N E a) > N f6 N 4— .—I a) a--+ U 0 U • venue concept CFC & VFC leads with consultant Facility leadership body Opportunity for public private partnerships 0 0 0 0 0 E co t U c 0 U i 0 u_ N 0 U 1▪ - 0 LL O U O vi U c N o •i U O Q � N LI- T.4.7 o 0 O 2 o 0_ 0- LE 0 • U 4J - no O 4J J var L.L • w O 0 a U STRATEGIC CONCEPT 0 O -0 O � U 1_ VLf) O b0 O L . b0 • O O E bD V) CO -0 CO INPUTS TO UNDERSTAND CURRENT/FUTURE POTENTIAL • Community comparisons along 1-25 Co Q) c Conversations with community stakeholders • Examine transportation priorities ork through future alternative options E E = O Co V NID O 4J V Q) _ C , •+= CD C — V N 4-, L E O—' O a.) CO `~ CO C CO 0 O. V'L g c = i3 Q (1) OD LL 0_ N c ? W • U (1)-0 CO E co O s_ s_ U U. U _0 xaminin: the Comparative Set or insi:ht on options to determine potential directio • 1-25 •ver.asse .y insing pro:ram • c 0 co a> (75 0,0 Lan.scapin: - Pus is Ar DIRECTION/STEPS W QU CO rI -I—) = N CO - QU E _0 CUD a) Ev 0 O a)o u n Q • • C� w • Prioritize needed investment areas c 17. • v N `/ ZO CZ 4plrmkt., 1K,Iur L L (1) 0 o^ w N o • co -c3 Lil u U • (1) 0 • 0 V oS CO N N c N0 m W co CO •� ✓ \ co c N CO1.7 U 0 Q 0 • 0 0 On -going Actions: Continually focus on quality of community aesthetics Actions for Years Three & Four: Prioritize additional steps and efforts • (▪ 0 taA c LE c c N - •� -0 _ ca cu -0 LuL t).A� O ca O • CFC - VFC - DOT collaborate Quality of Place Actions for Years One & Two: Connect to existing gateway efforts • Annexation rCS w U LL U 0 Integrate a neighborhood association • • CFC &VFC leads Encourage community -wide participation 0 0 E 0 N CO ✓ O W 0 COco Lc O CO N CV N V) M ( j LI tN 0 O 0 STRATEGIC CONCEPT 0 N b0..0 U O CU b0= � U • C COC E N E U U O 4' •_k7, Co b0 E -o Co b0 N ci) CO INPUTS TO UNDERSTAND CURRENT/FUTURE POTENTIAL • Utilize and connect to the City Plan • Conversations with community stakeholders cn (1) -1--� N Q) — co - 4J O V CU -0 = Q) O Q) _0 - - 0 -0 CO co O O O CO c 4- , 4-) -c Ul Q) = = N co 4-, O • — {tehnn =_ . ' I • - cn cZ - N +-� = (v = cn Q) Q Q) O w E U cu - N = CB CI cn 0 Q) W Q co O 0 w ._ z • • • • = 0 N '.— Lo O N Lo N CO m Q cri T •> m O cn Q •— N N N N _ • Q ov ( O S L ▪ ba _ > = U m ce W U , < O g.. N L m U N 08 • Discussions to determine connection and E O • Destination Master Plan Leadership Committee • Visit Fort Collins Board Visit Fort Collins staff • • ocu -1--0 • a) E E 0 N - bl .— = (-0 O hn nn ,, E W U • > < QJ • co Q W • • Nature of community issue • Extent of community issue • Possible solutions • Results from programming DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 E E 0 U 0 boo ^0 ^� NW I..f� bD .N c o (1) - • O c > c E LE E (6 o -o U O w o o L U C6 E 0 -C O C < - m Pushes workforce to commuter locations . • r-1 CO N CO LE C U (3 U -o LE U Advocate for alternative . • CO a) i 0 4- c ▪ c } E : bO O —O U C �b0 0 O a--, N 0 n3 4- E bD v) C 0 v i E > C ca O LE •- C • W > c▪ o a) O • V C U co Q O C c 0 Q Q 0 C a) a) bA n3 bD C W bA b- .D • . . M LC) bD Q • > — C E E a) E o a) Ea) U `41 O >, 0- (75 N E O O W L O a) Q E + O N +' U L O O Part of the essence of Fort Collins Environmental Advocate for alternative solutions for • . N M i O N N , •- • o o w C o • E E E ( Q O c 0 Q '- C O a) a) C • to_• v Q N i O N CO = 0 Q . . • 0 � --, • N •5 a) U U O O C Q.) 4— O Q N a) (65 U bD LES 0 U a) 0 of Outdoors O N C C a] O C Short Term On -going Actions: Compile and keep list of key issues & connection to tourism Actions for Years Three & Four: Add third & fourth priority (score 4) in year 3 • O O Creative Community Striving for Inclusion Essence of Fort Collins Actions for Years One & Two: Adopt Issue & Response List • VFC Board &CFC 0 Prioritize to prepare responses (Score of 5) • VFC & CFC Integrate through response committee 0 0 Add second priority (score 4) in year 2, if ready • • N 00 O N W m 0 u) 01 0 Lo cc N N MN_ N m 0 0 0 0 c w c _) U O 0 Assessment a) raa cc x � 0 0 0 0 0 0 0 0 ,. 0 0 Li-)O O LiO O O N Lr1 0) 1� d- Ql N Ln h m O lO }. O .i-1 .N—i O.� O1 .N-1 . l cN-1 cN-1 H X o 0 0 0 0 0 0 @ 00 • O O 0 • 0 O O O Li-, G~ Od m N 00 N N (0 N N 0 0 0 1� 0 m 0 0 0 O 111 0 0 0 cr O 00 O O O O .--1 ✓ O O 0 I", 0 Nm 0 0 0 0 00 O O - N N 1n .--1 O O O O .--1 -a O O 00 l0 l0 0 0 Cr) 0 0 N a 00 N l0 CO 0 0 Ql 00 m m O CO 00 N- . L(0 m N N N N N CO Destination Visit Denver Snowmass Tourism Visit Aurora Visit Estes Park Aspen Chamber Resort Assoc. Visit Grand Junction Gunnison/Crested Butte Telluride Tourism Boulder CVB O m O 0 0 \ 0 0 o 71- ON O� ▪ W QOl O ai .--1 c-1 c-1 m ci .-1 c-I N -1 c-I O O 111 0 0 0 0 L O Cil Ql m N m r L(1 L!▪ 1 N ▪ 7r ▪ O O ON Ql Lf1 N 0 0 l0 N .--1 0 CO 00 N. . -I .-1 VT Visit Durango Visit Loveland Visit Glenwood Springs Steamboat Springs Chamber Visit Pagosa Springs Alamosa Conv. & Visitors Bureau $ a) OO t:ID 0 — 0 U 14— -0 L. O 4 0 0 a) _� 0-0 O o tea) > • o E > v) •— o nurganswilimmir•Tarara Ln C11 n' 0 w 0 co = L = = U — (1) tip +- = a) -0 U CZ t _ 0 0_ o CU 0_ Cr) > V) CZ a) A V/ 0_ � Q o 0 a) a) �� > -0 w • C) 0 in Cli • • • 0 w c� A-J CO bfl a) 0 E a) E • > a) 0 > • • N 00 CID L() N CO W m 0 u) rn 00 m w N N N OD M m 0 0 0 0 c w c _rn U O 0 Actions for Years One & Two: Perform funding feasibility study • Civitas Advisors conducts ca a) U u_ 0 0 0 Integrate through finance committee Develop the funding response plan • Civitas Advisors leads Hotel participation 0 0 E eo 0 •- •— n o Assemble the steps and understanding Actions for Years Three & Four: • O I (10 chi) �' cZ i u) o Q) U O U Q = 0 W > E tit) 0 E W E a) o_ O O 0 CD � — O a) c6 O b 0 E 0 ca O o • c6 . = a) E c/, — E CU co U UO CU E = �-I1 _ oci2• ;a 5 . E E'= a� n U • z aU = c6 O 0 ca 00 0 0 CO O= 0� L U v— U_0 Ov u �UL • • • • • DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 . Confirmation • • • • N O }' O O u 0 J Co Cl a)v) +N-,cu 0 - °' Uco a) > � O Q_ Ebo= ===cu U 0 Q U cn b0 z'�= = (A a tic U by =_ Q _ U= U C 0 c= 4, 2 4J = QJ co C 4- v� O 0 O O J > U i C u) CO U U U U CZ a•• .•. . w v) cu CU =� � jp = = �E o a) _ -0 w o _ c/) Q� (n > CO E:cu E o 'a CO aD='= -0 x a) v) • • • • • • Triple Bottom Line Community Issues DocuSign Envelope ID: CCB35124-22B6-49B5-895D-3EB277557682 © 2019, Jones Lang LaSalle Americas, Inc. All rights reserved.