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Home My WebLink AboutMemo - Read Before Packet - 3/21/2023 - Memorandum From Amanda King Re: Visit Fort Collins 2022 Annual Report – March 21, 2023 City Council Meeting Agenda Item #7 MEMORANDUM Communications & Public Involvement 215 N. Mason St. PO Box 580 Fort Collins, CO 80522 970.416.2209 fcgov.com DATE: March 20, 2023 TO: Mayor and City Councilmembers THROUGH: Kelly DiMartino, City Manager Denzel Maxwell, Assistant City Manager FROM: Amanda King, Communications & Public Involvement Director RE: Visit Fort Collins 2022 Annual Report – March 21, 2023 City Council meeting agenda item #7 Per the City’s contract with Visit Fort Collins (VFC), Cynthia Eichler, President and CEO, has provided the attached 2022 Annual Report. The annual appropriation is on the Council meeting consent agenda for March 21, 2023 as agenda item #7. Please let us know if there are any questions. DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 1 ANNUALREPORT As recovery within the tourism industry evolved in 2022, the Fort Collins leisure market led the way. Meetings and conferences began to explore a return to in-person events. The first half of the year was a gathering of momentum, the second half, an upward trajectory and return to positive hotel occupancy. Year-end lodging tax collections increased to exceed the previous high-water benchmark set in 2019. Lodging tax collections totaled over $2 million in 2022. Execution of priorities from the Destination Master Plan, Recovery Plan and the Fort Collins Tourism Improvement District delivered clear results and economic value to our community. ONLINE Email: information@ftcollins.com Website: www.visitftcollins.com PHONE (970) 232-3840 ADDRESS 1 Old Town Square Suite 107 Fort Collins, CO 80524 2022 DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 2 MARKETING HIGHLIGHTS Visit Fort Collins was awarded $175K from the CTO Tourism Recovery Marketing Grant Program. This grant will have an emphasis on Rebuilding for Resiliency. Visit Fort Collins was one of seven awarded organizations, and this is the largest award Visit Fort Collins has received in its history. VISIT FORT COLLINS CYCLING CAMPAIGN Visit Fort Collins received a Marketing Matching Grant from Colorado Tourism Office to create and market a campaign focused on the breadth of cycling options available in the area. A four-season cycling-focused campaign using social media, video pre-roll and printed guides resulted in 2.6 million IMPRESSIONS WEBSITE TRAFFIC +58% YOY 2022 ANNUAL REPORT www.visitftcollins.com | (970) 232-3840 | information@fortcollins.com PAID SOCIAL 5.5 million IMPRESSIONS COLORADO TOURISM CO-OP ADVERTISING Co-op advertising with Colorado Tourism Office included seven months of e-newsletters, Colorado.com native ads, Colorado.com welcome leads, video pre-roll and a print ad in the Love, Colorado publication. Efforts resulted in: 40,240 PAGE VIEWS 1,218,141 IMPRESSIONS DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 3 SALES HIGHLIGHTS 2,500+ engaged trade show attendees 130+ individual meeting and event planner appointments 8 trade shows attended throughout the U.S. 3 markets represented: sports, corporate and association TRADE SHOWS WON THE BID TO BE THE HOST CITY FOR THE 2023 GOVERNOR’S TOURISM CONFERENCE. The Colorado Governor’s Tourism Conference is an annual three-day event for tourism professionals and industry leaders to learn and network. Participants assess current activities and find new approaches to market the state, locales, and businesses. This will be the first time the conference is hosted in Fort Collins with 500 expected in attendance. 2022 ANNUAL REPORT www.visitftcollins.com | (970) 232-3840 | information@fortcollins.com Visit Fort Collins welcomed Bri Seifert and Marci Kurronen to the sales team. Connect with them at bri@ftcollins.com and marci@ftcollins.com for meeting and conference opportunities. SALES TEAM UPDATES • Hosted Tour Colorado annual membership meeting. Forty destination and tour company representatives were in attendance. • Attended IPW in Orlando, FL, where team members participated in over 30 appointments with international tour operators and media. • Hosted nine International tour operators and media throughout the year to expand awareness of Fort Collins as an international destination. In addition, Visit Fort Collins was able to accompany the Colorado Tourism Office on two sales missions for the first time since 2019. DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 4 PUBLIC RELATIONS HIGHLIGHTS over $8.9 million VISIT FORT COLLINS ACHIEVED A RECORD HIGH AD EQUIVALENCY OF 2022 ANNUAL REPORT FEATURES INCLUDING ... www.visitftcollins.com | (970) 232-3840 | information@fortcollins.com DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 5 DOWNTOWN WELCOME CENTER 4,732 VISITORS VISITOR SERVICES Visit Fort Collins manages two welcome centers. The Colorado Welcome Center located at Prospect Road and I-25 welcomes international and domestic guests. The Visit Fort Collins Welcome Center is in downtown Fort Collins, located on Mountain Avenue. Visitation at both locations continued to rebound in 2022. Visitor Services also facilitates the hospitality program for Colorado State University during each football season with the Rambassador Program. Staff and volunteers welcome attendees to campus and Fort Collins with green and gold pride. VISITOR SERVICES HIGHLIGHTS 2022 ANNUAL REPORT www.visitftcollins.com | (970) 232-3840 | information@fortcollins.com COLORADO WELCOME CENTER 5,569 VISITORS “EVERYONE WELCOME” WAS INTRODUCED TO THE VISITOR GUIDE AS A DESIRED OUTCOME FROM THE DESTINATION MASTER PLAN AS VISIT FORT COLLINS STRIVES FOR INCLUSION. THESE PAGES HIGHLIGHT OPPORTUNITIES TO CONNECT THROUGH A CULTURAL LENS WITH FOOD, FUN, SERVICES, EVENTS AND RETAIL OPTIONS IN FORT COLLINS. DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 6 DESTINATION MASTER PLAN Partnership means connections. Connections between businesses, community, residents, individuals and visitors. Visit Fort Collins connects with national organizations and independent businesses at the regional, state, county, and city level. Fort Collins is a community where collaboration, partnership and innovation thrive. PARTNERSHIP HIGHLIGHTS 2022 ANNUAL REPORT The intent of the Visit Fort Collins Destination Master Plan is to drive a sustainable tourism development model and stimulate economic activity capable of generating inclusive employment. This will best prepare Fort Collins for future destination opportunities and develop quality of place across all parts of Fort Collins. The Destination Master Plan was delivered in 2020 with a defined set of priorities. The pandemic created a need for additional definition of priorities to meet the challenge. www.visitftcollins.com | (970) 232-3840 | information@fortcollins.com “If you want to go fast, go alone; if you want to go far, go together. SECURE FUNDING LEVERAGE BRAND PROMISE DIFFERENT BASECAMP FC COMMUNITY CONNECTION STRIVING FOR INCLUSION QUALITY OF PLACE DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 7 INVESTING IN QUALITY OF PLACE In partnership with Tribe, a feasibility study is in process to assess community need for gathering spaces. There is an opportunity to continue to invest in our quality of place. This study will provide potential options for additional decision-making and direction within the community. STRIVING FOR INCLUSION Work is underway through a partnership with Travel Unity to ensure Fort Collins is truly representative of the community. An internal audit of existing resources and community connections are informing the development of a formal plan and road map for the organizations work with diversity, equity, inclusion, accessibility and belonging. BRANDING OUR COMMUNITY Visit Fort Collins partnered with MMGY Global to identify the community’s brand promise. The ability to differentiate Fort Collins with a brand promise will lead to further opportunities in marketing, sales and public relations. The work will be completed and shared with the community, partners and stakeholders in May 2023. www.visitftcollins.com | (970) 232-3840 | information@fortcollins.com While the existing concept “Basecamp Fort Collins” is helping to position the area as a hub for recreational activities, craft beverages and leisure outings, itinerary-based marketing helps encourage visitor interaction and spending throughout the city. Marketing, public relations and sales have utilized language and visuals reflecting the focus on Basecamp Fort Collins. Community connections are reflected through ongoing and new partnerships, and in collaborations to build from within to become more resilient. A focus on local industry connections, associations and youth sports is underway. The Fort Collins Tourism Improvement District was created and launched in 2021. Fee collections began in October 2021, completing the priority to secure funding. SIGNIFICANT PROJECTS FOR 2022 2022 ANNUAL REPORT DESTINATION MASTER PLAN CONT’D DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852 8 VISIT FORT COLLINS STAFF 2022 ANNUAL REPORT Cynthia Eichler President and CEO Katy Schneider Vice President of Marketing Erik Barstow Vice President of Sales Melissa Draxler Director of Business Administration Marshall Floyd Visitor and Conference Services Manager Bri Seifert Sales Manager Marci Kurronen Sales BOARD OF DIRECTORS Molly Skold, Chair Vice President Marketing & Communications, East Campus Realty, LLC Gary Ozzello, Immediate Past Chair Director of University Relations, Canvas Credit Union Kate Cooper, Secretary Director of Events & Community Engagement, Ginger & Baker Daylan Figgs, Treasurer Department Director, Larimer County Natural Resources Daniel Benton General Manager, Hilton Fort Collins George Prine General Manager, The Armstrong Hotel Mike Hooker Community Engagement, Colorado State University Clyde Wood VP of Commercial Development Northern Colorado, McWhinney Bethany Cloud Tap Room Manager, Odell Brewing Company Sean Godbey Owner, Old Town Spice Shop Lauren Gleason Director of Events & Conference Services, Colorado State University Matt Robenalt Executive Director, Downtown Development Authority Amanda King Communications Director, City of Fort Collins THANK YOU DocuSign Envelope ID: 01CC38A6-2F75-4E35-9E48-2F53CFFA6852