HomeMy WebLinkAboutReport - Mail Packet - 2/21/2017 - Memorandum From Amanda King Re: Visit Fort Collins Performance Measures Year End Update 2016Visit Fort Collins
2016 Annual Report
2016 Annual Report
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Group Room Night Production
• Definite nights booked 16,543: goal 17,000
• Generated 51 Leads: 20 turned definite
• SendSites, new digital tool introduced. Utilized with 970
communications sent; 19% open rate vs. 2% industry average
• Attended 8 national and state trade shows
Conference Services
• Conference Services Provided: for 14,943 individuals
• 56 groups hosted with 74 unique needs delivered
• This means something beyond welcome materials,
itineraries or easily accessible items. An example is
creating and assisting with a conference who wanted
to host a 5K.
2016 Annual Report
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Public Relations
• Paid Advertising Equivalency
• $5,130,893
• The value of publicity if it were
purchased on a cash basis with
media channels. Which includes
international, national and
regional coverage.
• Two recent examples include
Ferment, a craft brewing
publication and the travel section
of the Austin Statesman.
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2014
2015
2016
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2016 Annual Report
Social Media
2016 Annual Report
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Visitor Services
• Visitor Guide Inquiries: 12,639
• New Visitors to Website: 78%
• Visitors Served:
• Downtown Welcome Center: 15,000
• Colorado State Welcome Center: 119,598
• Certified Tourism Ambassadors
• New Ambassadors in 2016: 130
• Total Ambassadors: 553
2016 Annual Report
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Partnership Services
• New Partners: 19
• Partners Upgrades: 10
• Total Partners: 213
• Local Flavor Tours: 16 Tours; 365 attendees
• Tours are capped at 20 per tour for maximum experience
impact for businesses and attendees.
• Quarterly Mixers: 3 with 170 attendees
2016 Annual Report
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Marketing
• Complete Visitor Guide Redesign
• Increased guide size with 20 additional pages
• Introduced Super Feature Content – Craft Brewing
• Full Year of Website Use (redesign introduced in December 2015)
• Video Series Launch
• Collaboration with Colorado State University
• Hero Video
• Craftmade in Fort Collins
• Introduced Use of Paid Social Media Campaigns