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HomeMy WebLinkAbout113129 FORT COLLINS CONVENTION BUREAU - CONTRACT - RFP - P1010 CONVENTION AND VISITORS SERVICESSERVICES AGREEMENT THIS AGREEMENT made and entered into this 29'" day of March, 2006, by and between THE CITY OF FORT COLLINS, COLORADO, a Municipal Corporation, hereinafter referred to as the "City" and the Fort Collins Visitors and Convention Bureau, hereinafter referred to as "Bureau". W ITN ESSETH: In consideration of the mutual covenants and obligations herein expressed, it is agreed by and between the parties hereto as follows: 1. Scope of Services. The Bureau agrees to provide services in accordance with the scope of services attached hereto as Exhibit "A", consisting of Twenty Five (25) pages, and incorporated herein by this reference. 2. Contract Period. This Agreement shall commence April 1, 2006, and shall continue in full force and effect until December 31, 2006, unless sooner terminated as herein provided. In addition, at the option of the City, the Agreement may be extended for additional one year periods not to exceed four (4) additional one year periods. Annual increases for changes in the Scope of Work will be negotiated. Written notice of renewal shall be provided to the Bureau and mailed no later than ninety (90) days prior to contract end. 3. Performance Indicators. A list of performance indicators to be used as a measuring standard for evaluating the performance of the Bureau under this Agreement will be at least those items listed in Exhibit "A", consisting of Twenty Five (25) pages, attached hereto and incorporated herein by this reference. 4. Nondiscrimination in Promotional Activities. The Bureau shall in its promotional services, and specifically in its informational and promotional material, maintain fairness, equity and impartiality to all members of the Fort Collins business community, without regard to membership or participation in the Bureau organization. 5. Reports and Review. Periodically report on the Bureau's activities, including financial reports, and a statement of its fulfillment of the performance standards and current developments in the Fort Collins area related to promotion of tourism and convention activities. II. Scope of Services A. The successful vendor will: 1. Be the tourism expert of the City of Fort Collins by: i. Developing and maintaining a balanced marketing program. Response: A copy of the FCCVB marketing plan is attached. The marketing plan is designed to balance the efforts of the bureau in the following areas: • Meetings Market — can produce year-round business. Primary beneficiaries are the large hotels, with a secondary benefit to smaller hotels in the case of larger meetings. • Sports Market — shown by the recent "Tourism in the Local Economy" study to be a major economic contributor in hotel, restaurant and retail sector. • Leisure Market —As mentioned in the study, leisure tourism is a major market component of our economy and a primary focus of our efforts. • Specialty markets — including eco and adventure tourism, heritage tourism and cultural tourism. These are developing markets in Fort Collins and much of the focus for these will run throughout all the FCCVB marketing programs, with an emphasis in the Front Range markets to help develop off-season business. • Public Relations — We will use publicity to leverage our limited advertising dollars. Our efforts will focus on the national travel media, and the Colorado[Wyoming area with messages specifically designed to highlight the cultural, historical and outdoor assets of the area, as well as publicize Fort Collins as a sustainable city. ii. Producing and annual marketing plan and budget as well as a three to five year master plan for marketing and other activities. Response: 2006 Marketing Plan, 2006 Budget and 5 year Strategic Plan are attached. iii. Set measurable benchmarks in all marketing related activities and produce quarterly and annual reports addressing the progress relative to these benchmarks. Response: 2006 Goals: Sales Group room nights 18,000 Leads 50 Public Relations: Paid ad equivalent $100,000 Visitor Inquiries Total inquiries 13,000 Visitor Center Traffic Colorado Welcome Center/ 90,000 CVB center Downtown Info Center 10,000 Web Traffic Visits 500,000 These and other progress reports will be submitted on a quarterly and annual basis to the City of Fort Collins. iv. Develop and carry out advertising and marketing to create awareness of Fort Collins as a visitor's destination, both domestically and internationally. Response: Again, current marketing plan is attached. V. Marketing Fort Collins as an outdoor adventure and cultural tourism destination to other Front Range communities from Denver to Cheyenne, and other communities as deemed appropriate. Response: The FCCVB is partnering with the Cultural Resources Board to create a marketing campaign for the Front Range area to focus on the outdoor and cultural offerings of the Fort Collins area. The campaign will first run the summer/fall of 2006. Although the primary vehicles have not yet been determined, the campaign will be a cooperative one where cultural groups, hotels and others can partner. At this time we are anticipating a multiple media effort that will incorporate print advertising, possibly radio, as well as a web -based component. The campaign will be supplemented by a publicity effort, aimed at attracting the Front Range arts, entertainment and outdoor writers in these areas. The budget for the campaign is included in the attachments. Response: 2. Promote Fort Collins and its events/attractions and amenities. All of our marketing efforts and tools will be used to promote and highlight the events, attractions and amenities of Fort Collins to the highest degree possible. These include: • Fort Collins Official Visitors Guide. • ftcollins.com, the CVB web site. • Visitor Information Centers at I-25. and Prospect and Downtown. • Production of an annual events calendar. • Regular press releases and updates on events. • In -bound 800# for visitor information. • Other events and promotions, including familiarization tours, site inspections. 3. Promote Fort Collins as a cultural center and destination. Response: The cultural offerings of Fort Collins are an important part of the product mix of the destination. We will undertake a number of initiatives to meet this objective, some of which are covered later in this proposal. The highlights are: • A special "Arts and Entertainment" section in the Visitors Guide • Development of a community cultural calendar on the web site • Cooperative advertising and publicity campaign in the Front Range market as mentioned above in section A(v.) • Press releases oriented toward cultural offerings on a state, regional and national basis. • Participation in the "Beet Street' initiative being undertaken by the Downtown Development Authority. Executive Director Jim Clark is serving on the governing board for the DDA Cultural initiative. As this important project begins to take shape, we will actively work to promote it on a national and international basis. 4. Provide all staffing needed to perform convention and visitors promotional services. Response: The FCCVB currently has the following positions: Executive Director — Manages the operation of the FCCVB, holds fiduciary responsibility, and directs its marketing, sales, and service programs. Senior Sales Manager — Responsible for solicitation, bids, lead generation, and production of all convention, meeting and group business. Also responsible for convention and group services. Tourism Marketing Manager — Coordinates and delivers all communications pieces for the FCCVB, including the Visitors Guide, Dining Guide, Events Calendar, web site, newsletter and press releases. Responsible for the coordination, development and content of the updated community cultural calendar. Specialty Markets Manager — Responsible for specialty markets, including membership, as well as solicitation and service of the group and packaged tour markets. Office Manager — Manages the internal office needs of the FCCVB. Coordinates delivery, shipping, and storage of all promotional materials. Schedules and coordinates events, committee meetings, FCCVB activities. Visitor Information Specialist (2) — Answer visitor inquiries, fulfillment of inquires, update events on FCCVB web site. Also responsible for local distribution of visitor guides, area brochures, maps, and other materials. 5. Provide customer services for all segments of the hospitality/tourism market for Fort Collins. Response: The FCCVB provides visitor information at our two locations, and offers live telephone assistance to our visitors. In addition, we conduct programs throughout the year to bring information, training, and assistance to the industry. Our over 100 volunteers are trained annually on the area and in customer service. In addition, we will distribute visitor guides to over 100 locations and provide other infonnational materials as necessary. The FCCVB website now has an online booking engine for hotel reservations that will be maintained and marketed as a service to both hotels and the visitor. 6. Provide convention, conference and trade show marketing and assistance. Response: Our commitment is to provide the highest level of service to visitors, meeting and event planners that do business in the city. Our guest services programs include registration assistance, brochure, map and welcome bag distribution. The staff can make referrals to local businesses for all necessary services including audio-visual, catering, facilities, step -on guides, speakers, entertainment, restaurants and a variety of other services. 7. Provide assistance to local service clubs and organizations to help them with their regional and state conferences that are held in Fort Collins. Response: All the services offered to convention and conference groups (see item 6) will be readily available to local clubs and organizations. We will continue to seek out local organizations to encourage them to bring these events to Fort Collins through networking, public presentations and active ongoing solicitation. Because many local organizations are unfamiliar with the details involved in planning a meeting, we will provide personal assistance and industry connections to ease their efforts. 8. Provide services to convention visitors in a manner consistent with services provided to other visitors to Fort Collins. Response: The FCCVB will provide the same level of services mentioned above to all visitors to Fort Collins. 9. Provide timely visitor/client inquiry fulfillment Response: Visitor and client inquiries will be processed as follows: • All telephone visitor inquiries are asked what their expected travel date is. If the date is several weeks away, bulk mail is used to effectively manage postage costs. If the visitor is arriving in a shorter time frame, first class mail is used. All requests are processed daily. • Web requests will be processed in a similar manner. • All trade (meeting planner, tour operator, travel agent, etc.) will be responded to as soon as possible. If a facility or hotel lead is requested, it will be processed the same or the following day. All trade phone calls are to be responded to within 24 hours. 10. Provide Community support through interaction with visitors and residents by: i. Distributing brochures and maps ii. Providing information on city transportation systems iii. Providing visitors assistance upon request. Response: All of the above listed services will be made available to visitors and residents, including brochure and map distribution, city TransFort information, and providing visitor assistance at our two Visitor Information Centers. The public, whether residents or visitors, will all be treated with the same level of service and professionalism. 11. Coordinate and develop programs with the FC International Visitors Council regarding International visitors and tourism. Response: The FCCVB will continue to manage the International Visitors Council program and work to develop ways to further international visitations and hospitality. 12. Develop community partnerships with groups including but not limited to: i. Fort Collins International Visitors Council ii. Fort Collins Innkeepers Association iii. Arts Alive iv. Cultural Resource Board V. Poudre Heritage Corridor Response: All the above -mentioned groups plus several others are and will be a part of the FCCVB's marketing, service and product development strategy. • As previously mentioned, the Fort Collins International Visitors Council will be involved in marketing, service, and exchange programs • The Fort Collins Innkeepers Association will be an integral partner in the sales and marketing activities of the FCCVB. Currently, we meet with the Innkeepers Association to discuss strategy, business practices, sales efforts and cooperative marketing programs. The Innkeepers have been a partner in the Depot Tour program developed by Shop Fort Collins First. • We will work with Arts Alive to integrate the community cultural calendar into the FCCVB web site. Ticketing is to be discussed at a later time. The FCCVB will also work with Arts Alive on gathering information on cultural events and activities for inclusion in the calendar, as well as press and advertising programs. • As mentioned above, the FCCVB has agreed to work with the Cultural Resource Board in developing an online cultural calendar and a marketing program targeting the Front Range showcasing the cultural and outdoor offerings in Fort Collins. In addition, the FCCVB will continue working actively with the CRB to assist in reviewing grant requests and assessing the tourism impact of events. We will also work with CRB supported events to help them attract visitors. • The Poudre Heritage Corridor is working with the FCCVB on the Colorado Tourism Office Heritage Tourism Program in seeking a state grant to promote the Poudre River corridor. As the PHC progresses, we will work to promote and enhance this program as part of our heritage tourism initiative. • Shop Fort Collins First, a partnership with the FCCVB, Foothills Mall, the Downtown Business Association, the City of Fort Collins and the Fort Collins Chamber of Commerce will continue. This program is designed to encourage local residents to spend their retail dollars in Fort Collins and attract visitors to shop here as well. • The Downtown Information Center is a joint venture with the Downtown Development Authority and the Downtown Business Association. We are working with both entities as well as the City of Fort Collins to continue and enhance this operation. 13. Act as a liaison and assist in coordination of local and regional events, including Fort Fund events that are held in Fort Collins. This may include: i. Workshops to help event organizers promote and organize their events ii. Open houses Hi. Community outreach iv. Available to offer assistance upon request Response: As mentioned in response to (12), we will continue to pursue an active relationship with the arts and cultural community to assist them in their efforts in any way possible. We are, and will continue to conduct outreach programs with community organizations that hold or may hold events in the community. An example is a recent outreach program to Colorado State University's Club Sports program to assist them in inviting and coordinating competitions here in Fort Collins. The FCCVB is planning to create educational programs throughout the year on meeting and event planning, marketing and promotion. These will be available to all members of the community. Our staff will be available, time permitting, to offer professional assistance, guidance, and marketing support for community events. 14. Provide a variety of effective marketing devices such as: i. Develop and publish at least one promotional brochure that effectively markets Fort Collins as a general visitor and convention destination. Response: The FCCVB produces a comprehensive Official Visitors Guide for Fort Collins that is a single use piece inclusive of city information, parks, hotels, recreation, shopping, dining and other useful information on the area. It is designed to be used both as a guide when in the city, and a marketing piece sent to potential visitors. The guide is also used for convention delegates and meeting planners. We produce and distribute 100,000 per year, and have recently revised the publication. ii. A web site targeted to visitors. Response: As mentioned previously, the FCCVB has established www.ftcollins.com as the premier portal for destination information. It is the most visited source for information by visitors to Fort Collins, and has robust traffic as well. The CVB will continue to upgrade the content, features, search capabilities and the navigation of the site, including the Community Cultural Calendar. iii. Toll -free telephone numbers. Response: The FCCVB will continue to operate an 800 number for visitor and other inquiries. iv. Cooperative and pro -active marketing programs with industry partners, such as hotels, motels, bed and breakfasts, cultural and outdoor recreation providers and other communities as deemed appropriate. Response: Cooperative marketing is a mainstay of the FCCVB. We will continue to seek cooperative programs with industry partners on an aggressive basis. Some recent examples include: • Front Range coop with Colorado Tourism Office Front Range Region. This program stretched $1000 per destination into $20,000 in advertising value. • Coop ad in the Colorado Vacation Planner • The Depot Tour • Fort Collins Adventure Card — discount card program. • Coop ad in the Colorado Vacation Guide In addition, we will seek coop partners for our Front Range marketing program this fall. V. Develop and deliver training sessions on tourism promotion. Response: We are committed to at least 2 annual programs to help businesses learn the ins and outs of the tourism and meetings market. Staff will develop and prepare some of this information; other sessions will feature industry speakers from outside the market. vi. Deliver a newsletter Response: The FCCVB will produce a newsletter on a quarterly or more frequent basis, delivered in electronic format. vii. Undertake annual market research to improve marketing programs. Response: Two research projects are proposed; the first being a visitor profile study, conducted on a biannual basis to determine the origin of visitors, reasons for visitation, and market demographics. The second is an annual conversion study to measure the effectiveness and conversion percentage of advertising responses. 15. The City is interested in having a calendar(s) of events established and developed that is the premier source for what is happening in Fort Collins. i. Develop and maintain an all-inclusive online calendar and act as an information -clearing house specifically for: - Community events - Cultural events - Tourism information ii. Proactively solicit content and ensure the calendar is current and accurate. iii. Actively promote the web site and calendar Response: This project is being undertaken in cooperation with the Cultural Resource Board and Arts Alive. The FCCVB will develop on its web site a new and improved calendar that will list the community, cultural, and other events available and open to the public. The threshold for inclusion will be determined in conjunction with the Cultural Resource Board. This calendar will be "scaleable" in its nature and able to sort events by type, i.e. theatre, concerts, visual arts, festivals, community events, etc. In order to ensure the best possible content, the FCCVB will dedicate one of its staff to securing content; meeting with the CRB, Arts Alive and other organizations, and calling and soliciting this information. The FCCVB will also promote the web site and calendar in our marketing materials, press information, and through links with local, state and national organizations and the City of Fort Collins web site. The FCCVB web site will be actively marketed to major Internet search engines as well. 16. Programs that increase visitor spending with Fort Collins area businesses. Response: The FCCVB plans to produce and distribute both a Dining Guide and a discount card in 2006 and beyond. These programs are used to capture visitors while in Fort Collins and encourage local spending. In the future, we will also produce an events calendar with a similar purpose. 17. Respond if appropriate to State Film Commission inquiries promoting Fort Collins as a desirable destination. Response: The FCCVB will respond to inquiries as appropriate to the type of request with location information and contacts. 18. Conduct annual conversion studies to measure the effectiveness of marketing activity, and to better understand the demographic and psychographic makeup of the market. Response: The FCCVB has budgeted $5000 annually to conduct conversion studies as mentioned above. 19. Visitors Center i. Oversee the operation of the Colorado Welcome Center at Fort Collins as well as the Visitors Center in Downtown Fort Collins. (1) Vendor agrees to execute a Sublease Agreement (attached as EXHIBIT B) and agrees that it will at all times comply with and be bound by the requirements and obligations of the City in all aspects of its use of 3745 East Prospect Road (the "Center"), as set forth in the Intergovernmental Agreement for the Environmental Learning Center/Visitor's Center/Welcome Center, dated August 1999, by and between the Colorado State Board of Agriculture acting by and through Colorado State University, a State of Colorado Institution of higher education, for the use and The City Representative, designated by the City pursuant to Paragraph 10, below, or his/her designee, and the President of the Bureau or his/her designee, shall meet to set the timing of the periodic reports and to review the Bureau's reports. 6. Annual Report. An annual report that compiles and summarizes the information, including an audit of receipts and expenses, contained in the periodic reports and meetings required under Paragraph 5, above, shall be prepared by the Bureau for each year under the term of this Agreement, which report the Bureau shall submit to the City no later than March 31 of the following year. 7. Contract Sum. The City shall pay the Bureau for the performance of this Contract, subject to additions and deletions provided herein, the sum of Dollars ($342,949) for the year 2006 and an additional $49,188 for the operation of the State Welcome Center in a manner acceptable to both parties. It is understood that funding provided by the City pursuant hereto is not intended to meet all costs and expenses of the Bureau; it shall therefore be an affirmative obligation of the Bureau to raise additional funding through such other sources as may reasonably be available to the Bureau. 8. Administrative Control of Funds/Reports. (A) The Bureau shall keep in the City of Fort Collins true, accurate and complete records of business conducted hereunder, which records shall be available to the City without unreasonable delay and without expense, and the Bureau agrees that the City shall have the right, through its duly authorized agents or representatives, to examine all pertinent records at any and all reasonable times, for the purpose of determining the accuracy thereof and the propriety of the Bureau's activities. (B) All Bureau expenses shall be supported by properly executed payrolls, time records, invoices, contracts, vouchers or other documentation evidencing in proper detail the nature and basis for the expenses charged. All such documents shall be clearly identified and readily available to the Bureau and to the City. benefit of the College of Natural Resource Recreation and Tourism (University), and the City of Fort Collins, a Colorado municipal corporation (the "IGA"). Vendor shall be entitled to use the portions of Center, as shown, for office space, Visitor's Center, and Welcome Center uses, consistent with the terms of the Scope of Work and all other provisions of the Agreement, in the performance of its obligations under the Agreement. Response: The FCCVB agrees to execute the Sublease Agreement, and comply with and be bound by the requirements and obligations of the City in all aspects of use of the Center. (2) Vendor agrees to operate the Fort Collins Convention and Visitor's Center in the space designated by the City at 3745 East Prospect Road, and a location in Old Town Plaza and agrees to: a. Recruit, select and employ a manager and any staff necessary to operate the Visitor's Center. Response: The FCCVB will employ a manager to operate both facilities. b. Recruit, select, supervise and appropriately recognize the efforts of volunteers necessary to operate the Visitor's Center. Response: The FCCVB currently has over 125 volunteers in programs that has recognition and service awards, as well as volunteer mixers and educational opportunities. C. Make arrangements for all necessary building maintenance to the extent required under the IGA. Response: Building maintenance is currently and will continue to be coordinated through the CSU Building Proctor. d. Provide all utilities and insurance Response: Utilities are prorated by CSU and paid from the respective CSU and FCCVB accounts. Our agreement with CSU provides most insurance; FCCVB also carries a general business liability policy. e. Submit in a timely fashion all regular reports required by the City Response: All reports will be submitted on a timely basis. f. Recognizing the city's intent with the Visitor's Center program is to promote the entire City fairly, without bias to any portion of the community, organization, association or business, interact with travelers in such a way as to provide information on events, attractions, activities and accommodations throughout the City. This is not intended to prohibit the Bureau from providing information on local and regional events, attractions, activities and accommodations. Response: The FCCVB will adhere to all recognized standards of fairness without preference for any one business or organization. In the case of business referrals, it is our policy to recommend a minimum of 3 businesses whenever asked. The FCCVB does retain the right to promote its member businesses that contribute financially to the efforts of the organization. g. Operate the Visitor's Center from 8:00 a.m. — 6:00 p.m. (May 1 through September 30) and 8:00 p.m. — 5:00 p.m. (October 1 through April 30). The Visitor's C enter may be closed on New Year's Day, Easter Sunday, Thanksgiving Day and Christmas Day. Response: We agree to the above schedule, however, we may wish to extend the summer hours beyond those above to better accommodate the visitor. In 2006 we will experiment with extended hours, especially on weekends. h. Display the City map provided by the City. Response: The FCCVB does currently, and will continue to, comply. i. The Visitor's Center space is shared space, and Vendor shall not be entitled to use the Visitor's Center for separate advertising displays, signs or posters, solicitations or sales transactions of any kind not intended as part of the Visitor's Center. Response: We agree to these terms. j. Maintain properly segregated books for the Visitor's Center reflecting City funds and other funds associated with the Visitor's Center. Response: Separate financial records will be maintained. 20. State Welcome Center i. Vendor agrees to operate the State Welcome Center in the space designated by the City at 3745 East Prospect Road. The City receives a State grant annually to operate the State Welcome Center. The vendor subcontracts with.the City to operate the State Welcome Center according to the provisions of the grant (agreement attached as Exhibit "D"). If the State were to close the Welcome Center this part of the scope of work would be eliminated. Response: We agree to operate the Welcome Center in accordance with the provisions of the contract. ii. Recruit, select, and employ a manager and any staff necessary to operate the Welcome Center as employees. The Welcome Center manager will communicate directly with the State's designated Welcome Center program manager. Response: FCCVB will employ a Welcome Center manager. Our current Welcome Center Manager is Linda Ellis. The Welcome Center manager will communicate with the State's Welcome Center program manager. iii. Recruit, select, supervise and appropriately recognize the efforts of volunteers necessary to operate the Welcome Center. Response: The Welcome Center program has ongoing training and recognition programs for the volunteers, including an enhancement program that visits a Colorado Travel Region once or twice a year. We have over 125 volunteers in the program. iv. Make arrangements for all necessary building maintenance to the extent required under the IGA. Response: Building maintenance will be coordinated through the CSU Building Proctor. V. Provide all utilities and insurance. Response: Utilities are prorated by CSU and paid from the respective CSU and FCCVB accounts. Our agreement with CSU provides most insurance; FCCVB also carries a general business liability policy. vi. Submit in a timely fashion all regular reports required by the State. Response: All reports will be submitted on a timely basis. vii. Secure hospitality and state tourism attractions training for staff and volunteers and at least once each year require the manager of the Welcome Center attend and participate in training opportunities provided by the State. Response: The Welcome Center program has ongoing training and recognition programs for the volunteers, including an enhancement program that visits a Colorado Travel Region once or twice a year. We have over 125 volunteers in the program. The Welcome Center Manager will participate in the Travel Counselor's Conference and the Colorado Governor's Conference on Tourism. viii. Recognizing the State's intent with the Welcome Center program is to promote the entire state fairly, without bias to any community, organization, association or business, interact with travelers in such a way as to provide information on events, attractions, activities and accommodations throughout the state. This is not intended to prohibit the Bureau from providing information on local and regional events, attractions, activities, and accommodations. Response: The Welcome Center Manager and counselors are thoroughly trained in offering unbiased advice to the visitor. Ongoing training and enhancement programs for the volunteers recognize & emphasize the need to represent all areas of the state equitably. ix. Operate the Welcome Center from 8:00 a.m. — 6:00 p.m. (May 1 through September 30) and 8:00 a.m. — 5:00 p.m. (October 1 through April 30). The Welcome Centers through the state are closed on New Year's Day, Easter Sunday, Thanksgiving Day and Christmas Day. Response: We agree to the above schedule, however, we may wish to extend the summer hours beyond those above to better accommodate the traveler. X. Display the state map provided by the State. Response: The state map will continue to be prominently displayed. xi. The Welcome Center space is shared space. Bureau should make every effort to keep separate advertising displays, signs or posters, solicitations or sales transactions of any kind on those portions of the premises used for Welcome Center operations. ReMonse: The FCCVB agrees to these terms. The Colorado Tourism Office has approved the sale of up to two backlit transparencies in the Welcome Center, as well as the existing Rocky Mountain Nature Center bookstore operation. xii. Obtain State approval on all brochures and pamphlets to be displayed in the designated Welcome Center space prior to display or distribution. Maintain 90% of the brochures listed as required brochures for display at a Colorado Welcome Center." State approval will be based on the brochure distribution guidelines contained in the Managers Operation Manual for the Colorado Welcome Center Program. The Bureau will be given an opportunity to participate with other state Welcome Center contractors and managers in periodically updating and revising the manual. This is not intended to prevent or prohibit the Bureau from displaying any brochures or pamphlets in an area reserved by the Bureau for information on local events, attractions, activities and accommodations. Response: We will comply with all requirements for brochure approval. xiii. Generally adhere to guidance and procedures contained in the Managers Operations Manual Response: We will adhere to the procedures in the Managers Operations Manual. xiv. Maintain properly segregated books for the Welcome Center reflecting State funds, matching funds and other funds associated with the Welcome Center. Response: Separate financial records are and will continue to be maintained for the Welcome Center, reflecting State funds. xv. Provide monthly billings to the State for reimbursement of operating expenses in accordance with the provisions of the grant. Response: We will comply. 21. Provide a list of performance measures to monitor and evaluate the effectiveness of marketing and tourism efforts that specifically address City Council identified budget priorities of: i, Improving Economic Health ii. Improving Culture, Recreational and Educational Opportunities Response: The following measures will be used to monitor the effectiveness of our efforts relating to the City Council budget priorities 1) Group room night sales production 2) Advertising conversion 3) Value of publicity efforts (paid advertising equivalent) 4) Visitor inquiry 5) Cooperative advertising 6) Web site traffic 7) Development of community cultural calendar, its acceptance by the community, and traffic and ticket sales on the calendar. 8) Development of cultural, recreational and educational events. Pricing The Fort Collins Convention and Visitors Bureau has agreed in principle with the Cultural Resource Board to work in collaboration on a number of projects. As such, both boards have agreed that a reasonable division of the lodging tax revenues on a 70% CVB, 30% CRB basis would allow both organizations to meet their objectives and grow their resources as the destination succeeds in achieving larger revenues through the lodging tax. As previously mentioned in the bid, we have agreed to perform certain services, namely the creation of a Community Cultural Calendar and a Front Range marketing campaign aimed at promoting cultural and outdoor tourism. Destination Marketing Expenses, including all items mentioned in this bid (except Colorado Welcome Center: $ 367,949 (first year) The first year expense of the contract includes these startup items: • Community Cultural Calendar • Front Range cultural/outdoor marketing campaign development • Sustainable tourism product development Operation of Colorado Welcome Center: $ 49,188 It is our understanding that the state may increase the amount dedicated to the Welcome Center through additional legislative appropriations to pay for salary increases for the manager, or other additional operating costs. We would request those additional funds be allocated to the contract as available. 2006 Marketing Plan Fort Collins Convention and Visitors Bureau Overview: This document reflects the key programs and objectives of the Fort Collins Convention and Visitors Bureau for 2006. The actions within may be subject to change or revision depending on market conditions, financial feasibility or other factors of the marketplace or environment. The FCCVB is, in respect to the other Colorado destinations, small. Most of our competitors in the state have budgets that are at least twice as large. The focus of the FCCVB is on efficiency, production and isolating our efforts to those areas that have the greatest potential for return. Recently, the FCCVB developed a 5-year strategic plan for the destination. Some of those objectives are addressed in this marketing plan. Major objectives: • Maximize return on marketing and advertising dollars • Use of public relations to supplement limited advertising • Increase visibility in Front Range for meetings, leisure, cultural markets • Focus on off-season business • Generate sporting events with large out-of-town participation • Service and retain major meetings, i.e., Campus Crusade for Christ, Jehovah's Witnesses • Increase revenues from partnership, sponsorship, coop marketing • Begin development of the group tour market • Capitalize on the traffic of the FCCVB web site, develop a community cultural calendar, serve as the community's main source of activity information • Measure effectiveness through tracking and research • Implement strategic plan objectives • Develop a sustainable tourism strategy Departmental Objectives: Administrative Objectives: • Privatize Visitor Guide, • Bring Poudre Canyon/Red Feather Lakes properties into SLD • Revise partnership categories and rates This year, we have negotiated an agreement with Northern Colorado Business Report to publish the Official Visitors Guide. We will turn a cash expense into a $5000 income source, while receiving a fresh, updated publication Tourism Marketing Objectives: • Pursue the group tour market • Develop a holiday promotion • Conduct Visitor Profile and Conversion studies • Web site update and Community Cultural Calendar • Front Range Market cultural/outdoor campaign • Maximize value of consumer advertising Fort Collins has never been a group tour destination. The lack of one large, anchor attraction is a major reason, and the routing of tours is another. Our group tour focus is to begin with a few regional specialty tours, and establish the destination from that standpoint. As attractions grow and develop in Fort Collins, we believe we have the potential to expand the market. We are pursuing the possibility of starting a choral festival during the December holiday period. This will be a year to examine the feasibility, determine the costs and set a timeline. For years the destination has marketed and sold itself without a thorough study of the visitor, their reasons for coming and the primary demographics of the market. We will commission a Visitor Profile study to seek those answers to help us better understand our customer. In a cooperative partnership with the Fort Collins Cultural Resources Board, we have agreed to update the CVB web site and create a Community Cultural Calendar. Part of that agreement is to actively solicit event and performance information from cultural groups. This will be part of a total web site design and marketing program that will utilize search engine marketing and optimization. Part of the partnership with the Cultural Resources Board and the City is to raise awareness in the Front Range markets, particularly Denver, of the vast cultural and outdoor offerings in Fort Collins. We will develop a cooperative advertising campaign to encourage visitation, using packaging as one of the vehicles. This was another of the primary objectives of the strategic plan. In addition to the revised Visitor Guide and website redesign, we plan to revise our creative "look" to reflect a new energy. We will develop a creative strategy that is cohesive and consistent with existing pieces in order to solidify our brand recognition and maximize the cost effectiveness of our advertising. The creative strategy will be one that can be adapted to the City imaging and branding study. Action Steps: • Attend NTA, gather 5 potential tour leads 9. City Representative. The City will designate, prior to commencement of the work, its representative who shall make, within the scope of his or her authority, all necessary and proper decisions with reference to the services provided under this agreement. All requests concerning this agreement shall be directed to the City Representative. 10. Leasing of Real Estate by Bureau. The Bureau is hereby authorized to lease real estate as may be necessary in the performance of its obligations under this Agreement. The funds expended for any such lease shall be subject to the approval of the City Representative. If the Bureau ceases to exist as an organization, the Bureau shall reimburse the City for any payments under this Agreement used in the leasing of buildings or real estate, to the extent the Bureau is entitled to or receives reimbursement from the lessor. The Bureau shall not lease any real estate without the approval of the City Representative. 11. Compliance With Laws. The Bureau shall comply with all applicable laws, ordinances, codes and regulations in carrying out its obligations hereunder. 12. Independent Service Provider. The services to be performed by Bureau are those of an independent Service Provider and not of an employee of the City of Fort Collins. In the performance of its obligations under this Agreement, it is understood and agreed that the Bureau is at all times acting and performing as an independent contractor, and the City shall neither have, nor exercise, any control or direction over the manner or means by which the Bureau performs its obligations under this Agreement. The City shall not be responsible for withholding any portion of the Bureau's compensation hereunder for the payment of FICA, Workmen's Compensation or other taxes or benefits or for any other purpose. 13. Excuse From Performance. If either party is prevented in whole or in part from performing its obligations by unforeseeable causes beyond its reasonable control and without its fault or negligence, then the party so prevented shall be excused from whatever performance is prevented by such cause. To the extent that the performance is actually prevented, the Bureau must provide written notice to the City of such condition within fifteen (15) days from the onset of such condition. • Participate in Student Youth Travel Association Familiarization Trip • Web site and Community Cultural Calendar • Create cooperative Front Range marketing campaign with cultural groups, hotels, other parties • Advertise in publications with strong response (AARP, AAA) Public Relations Objectives: • Support tourism and meetings efforts • Increase regional awareness of Fort Collins • Promote Fort Collins as a cultural and outdoor destination • Measure accountability through clipping service Goal: $100,000 in paid advertising equivalent The public relations focus of the CVB is to garner publicity in travel, consumer and trade media highlighting the unique offerings of Fort Collins and encouraging visitation. Part of the focus will be on supporting the promotion of cultural and outdoor attractions in the Front Range market, in conjunction with the advertising program and web site/Cultural Calendar. Action Steps: • Attend NAJTA (National Association of Travel Journalists) conference to make contact with travel writers interested in featuring Fort Collins • Utilize existing ties with the Denver CVB to create a Denver media FAM • Actively solicit press releases from local partners to keep story ideas relevant and fresh • Submit feature articles to appropriate publications Meetings Market Objectives: • Penetration of Denver/Front Range meetings market • Build relationships with National Governing Bodies and seek sports events that "fit' • Seek new business from religious market • Pursue other specialty markets that utilize our hotels, or The Ranch. • Encourage bid support from local organizations for sports groups and conventions Goal: 18,000 group room nights in future business In 2005, Fort Collins hosted the Colorado Society of Association Executives to highlight our offerings to the state association market. Success so far has been minimal, however, as the mountain resorts become more and more expensive, Fort Collins becomes a reasonable price alternative. Several developments have made the sports market more attractive to pursue. There is a renewed emphasis by the Colorado Amateur Sports Corporation to keep more of the events of the National Governing Bodies of the Olympic family (known as NGBs) in Colorado. This has led to the forming of a Northern Colorado Sports Commission which we actively participate in. We will actively pursue the "club sports" market with Colorado State University. Many of these events occur in the off season. Without a convention center, we rely on either The Ranch or CSU for facilities to host large groups. Assembly groups, particularly the religions market, are the best fit for these facilities. We will work with CSU to do a database search of religious conferences that are large enough to have impact on both their dorms and our hotels. Action Steps: • Active presence and focus on Colorado association business • Execute one Denver market familiarization tour • Execute one NGB familiarization tour • Attend Christian Meetings and Conference Association • Exhibit at Destinations Showcase- Washington, D.C. • Exhibit at Colorado Meetings Industry Council • Participate in Successful Meetings Colorado Marketplace and advertising program • Participate in Destination Colorado events — Holiday event and golf weekend • Exhibit at TEAMS in conjunction with Co. Sports Commission • MINT (Meetings Industry Network) subscription for searchable meetings database Strategic Initiatives Much of the strategic plan focuses on sustainable tourism: Recently, we have worked with CSU's Werner College of Natural Resources students in developing sustainable tourism projects. This year, we have chosen three of those projects to bring to the marketplace this year. They are: • Adventure tourism DVD • Heritage tourism — an interactive walking tour of Old Town architecture • A sustainable tourism to encourage local businesses to participate in environmentally sound practices $3500 of the budget has been allocated to these projects. No Text EXHIBIT "B" INSURANCE REQUIREMENTS 1. The Service Provider will provide, from insurance companies acceptable to the City, the insurance coverage designated hereinafter and pay all costs. Before commencing work under this bid, the Service Provider shall furnish the City with certificates of insurance showing the type, amount, class of operations covered, effective dates and date of expiration of policies, and containing substantially the following statement: "The insurance evidenced by this Certificate will not be cancelled or materially altered, except after ten (10) days written notice has been received by the City of Fort Collins." In case of the breach of any provision of the Insurance Requirements, the City, at its option, may take out and maintain, at the expense of the Service Provider, such insurance as the City may deem proper and may deduct the cost of such insurance from any monies which may be due or become due the Service Provider under this Agreement. The City, its officers, agents and employees shall be named as additional insureds on the Service Provider's general liability and automobile liability insurance policies for any claims arising out of work performed under this Agreement. 2. Insurance coverages shall be as follows: A. Workers' Compensation & Employer's Liability. The Service Provider shall maintain during the life of this Agreement for all of the Service Provider's employees engaged in work performed under this agreement: Workers' Compensation insurance with statutory limits as required by Colorado law. 2. Employer's Liability insurance with limits of $100,000 per accident, $500,000 disease aggregate, and $100,000 disease each employee. B. Commercial General & Vehicle Liability. The Service Provider shall maintain during the life of this Agreement such commercial general liability and automobile liability insurance as will provide coverage for damage claims of personal injury, including accidental death, as well as for claims for property damage, which may arise directly or indirectly from the performance of work under this Agreement. Coverage for property damage shall be on a "broad form" basis. The amount of insurance for each coverage, Commercial General and Vehicle, shall not be less than $500,000 combined single limits for bodily injury and property damage. In the event any work is performed by a subcontractor, the Service Provider shall be responsible for any liability directly or indirectly arising out of the work performed under this Agreement by a subcontractor, which liability is not covered by the subcontractor's insurance. 14. Early Termination by City/Notice. Notwithstanding the time periods contained herein, the City may terminate this Agreement at any time without cause by providing written notice of termination to the Bureau. Such notice shall be delivered at least thirty (30) days prior to the termination date contained in said notice unless otherwise agreed in writing by the parties. All notices provided under this Agreement shall be effective when mailed, postage prepaid and sent to the following addresses: City: City of Fort Collins Attn: City Manager 300 Laporte Ave PO Box 580 Fort Collins, CO 80522-0580 Bureau: Fort Collins Visitor and Convention Bureau Attn: Jim Clark 3745 E. Prospect Rd Ste 200 Fort Collins, CO 80524 In the event of early termination by the City, the Bureau shall be paid for services rendered and expenses incurred to the date of termination, subject only to the satisfactory performance of the Bureau's obligations under this Agreement. Such payment shall be the Bureau's sole right and remedy for such termination. 15. Personal Services. It is understood that the City enters into the Agreement based on the special abilities of the Bureau and that this Agreement shall be considered as an agreement for personal services. Accordingly, the Bureau shall neither assign any responsibilities nor delegate any duties arising under the Agreement without the prior written consent of the City. 16. Acceptance Not Waiver. The City's approval or acceptance of, or payment for any of the services shall not be construed to operate as a waiver of any rights or benefits provided to the City under this Agreement or cause of action arising out of performance of this Agreement. 17. Default. Each and every term and condition hereof shall be deemed to be a material element of this Agreement. In the event either party should fail or refuse to perform according to the terms of this agreement, such party may be declared in default thereof. 18. Remedies. In the event a party has been declared in default, such defaulting party shall be allowed a period of ten (10) days within which to cure said default. In the event the default remains uncorrected, the party declaring default may elect to (a) terminate the Agreement and seek damages; (b) treat the Agreement as continuing and require specific performance; or (c) avail himself of any other remedy at law or equity. If the non -defaulting party commences legal or equitable actions against the defaulting party, the defaulting party shall be liable to the non -defaulting party for the non -defaulting party's reasonable attorney fees and costs incurred because of the default. 19. Bindinq Effect. This writing, together with the exhibits hereto, constitutes the entire agreement between the parties and shall be binding upon said parties, their officers, employees, agents and assigns and shall inure to the benefit of the respective survivors, heirs, personal representatives, successors and assigns of said parties. 20. Indemnity/insurance. a. The Bureau agrees to indemnify and save harmless the City, its officers, agents and employees against and from any and all actions, suits, claims, demands or liability of any character whatsoever for injuries to or death of any person or persons, or damages to property arising out of, or resulting from the actions or omissions of the Bureau, or its agents or employees. b. The Bureau shall take all necessary precautions in performing the work hereunder to prevent injury to persons and property. c. Without limiting any of the Bureau's obligations hereunder, the Bureau shall provide and maintain insurance coverage naming the City as an additional insured under this Agreement of the type and with the limits specified within Exhibit "B", consisting of one (1) page, attached hereto and incorporated herein by this reference. The Bureau before commencing services hereunder, shall deliver to the City's Director of Purchasing and Risk Management, 215 N. Mason Avenue, Fort Collins, Colorado 80524 one copy of a certificate evidencing the insurance coverage required from an insurance company acceptable to the City. 21. Entire Agreement. This Agreement, along with all Exhibits and other documents incorporated herein, shall constitute the entire Agreement of the parties. Covenants or representations not contained in this Agreement shall not be binding on the parties. 22. Benefit. This Agreement is made for the sole and exclusive benefit of the parties and shall inure to the benefit of their respective survivors, heirs, personal representatives, successors and assigns. It is not made for the benefit of any third party. 23. Law/Severability. The laws of the State of Colorado shall govern the construction interpretation, execution and enforcement of this Agreement. In the event any provision of this Agreement shall be held invalid or unenforceable by any court of competent jurisdiction, such holding shall not invalidate or render unenforceable any other provision of this Agreement. IN WITNESS WHEREOF, this Services Agreement has been executed the day and year first above written. CITY OF FORT COLLII a municipal corporation By; � I ) Darin teberry, City Manager By: Jame B. Neill II, CPPO Direct of urchasing and Risk Management n�+.. 21 -7li /enL Cynthia Eichler, PRESIDENT ATTEST - EXHIBIT "A" Proposal P1010 Convention and Visitor Services Submitted by: Fort Collins Convention and Visitors Bureau 3745 E. Prospect Rd, Suite 200 Fort Collins, CO 80524 970-491-2278 Jim Clark, Executive Director Cynthia Eichler, Board President I. Introduction Since 1984, our organization has served as the convention and tourism marketing, sales, and service organization for the City of Fort Collins. Our proposal reflects our ongoing commitment to the city to provide the best possible promotion, marketing, advertising, sales and visitor services. We know the city would expect nothing less. The Fort Collins Convention and Visitors Bureau (hereafter referred to as "FCCVB") has recently undertaken a strategic plan to grow, nurture, and develop the tourism industry in Fort Collins over the next five years. Qualifications A 17-member board of directors governs the FCCVB. The current board president, Cynthia Eichler, is the general manager of Foothills Mall and is serving her second term. Jim Clark, CDME Jim Clark has been the Executive Director of the Fort Collins Convention and Visitors Bureau since January of 2005. Mr. Clark has over 28 years of experience in the hospitality industry. He recently served as Executive Director of the Irving, TX Convention and Visitors Bureau for over 4 years. Prior to Irving, Mr. Clark was the CEO of the Tampa Bay CVB and the Colorado Springs CVB. He also held sales and management responsibilities for the Denver Metro CVB, the Brown Palace Hotel and Westin Hotels. Clark is a Certified Destination Management Executive. He has successfully bid for a number of amateur and professional sporting events including the NCAA Final Four, the Big XII Football Championship, the National Hockey League All -Star Game, and the Super Bowl. He is a former director of the Destination Management Association International, and has served on a number of local and state boards and commissions. Approach The Fort Collins Convention and Visitors Bureau will market and service the destination as outlined in this bid, and through the traditional efforts of a Convention and Visitors Bureau. The FCCVB is a member of Destination Management Association International, formerly known as the International Association of Convention and Visitor Bureaus and adheres to the IACVB Standards of Conduct, which follow: IACVB Standards of Conduct l . Maintain loyalty to the bureau that employs me and discharge your responsibilities with dedication to achieving the objectives of your bureau. 2. Actively encourage the integration of ethics into all aspects of management of the bureau activities 3. Uphold all laws, regulations, and operating policies relating to your bureau. 4. Serve all constituents of your bureau impartially, and to provide no special privilege to any individual constituent, nor to accept special personal compensation from an individual constituent, except with the knowledge and consent of your governing stakeholders. 5. Comply with all levels of governmental regulations concerning lobbying and political activities and to use only legal, ethical and moral means when attempting to influence legislation or regulations affecting your bureau or the convention and visitor industry. 6. Issue no false or deliberately misleading statements or advertisements concerning your bureau or community, any other bureau or community, or the convention and visitor industry to the media, the public or any other persons either affiliated with or unrelated to the convention and visitor industry. 7. Actively encourage diversity through the inclusion of qualified people from diverse backgrounds including but not limited to women, ethnic, racial minorities, and refuse to engage in and or sanction discrimination on the basis of race, gender, age, religion, national origin, sexual orientation, physical appearance or disability. 8. Refuse to engage in and or sanction activities for personal gain at the expense of the bureau, which employs me. 9. Build collaborative relationships with other bureau industry professionals and others for the advancement of the profession of destination management. 10. Acceptance as a member of IACVB implies that you fully understand and agree to the terms of the Code of Professional Conduct. Adherence to this code assures those associated with the convention and visitor industry that IACVB members and their staff constantly strive to achieve and maintain the highest standards of professionalism and integrity. Deliberate and intentional violation could subject you to censure and possible suspensions.