HomeMy WebLinkAboutRESPONSE - RFP - P1010 CONVENTION AND VISITORS SERVICESProposal
P 1010 Convention and Visitor Services
Submitted by:
Fort Collins Convention and Visitors Bureau
3745 E. Prospect Rd, Suite 200
Fort Collins, CO 80525
970-491-2278
Jim Clark, Executive Director
Cynthia Eichler, Board President
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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
iii. 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
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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.
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
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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
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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.
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.
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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.
Resvonse:
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 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.
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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.
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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.
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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.
Response:
Maintain properly segregated books
for the Visitor's Center reflecting
City funds and other funds
associated with the Visitor's Center.
Separate financial records will be maintained.
Response:
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.
We agree to operate the Welcome Center in accordance with the provisions of the
contract.
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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.
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.
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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.
vin. 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.
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
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.
Oualifications
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.
Response:
The state map will continue to be prominently displayed.
A 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.
Response:
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.
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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.
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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:
$ 519,949 (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
$ 4811987 (2007 estimate)
Ongoing destination marketing expenses, including maintenance and upgrade of cultural
calendar, this assumes that the lodging tax collections for 2007 will be $668,553.
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.
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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
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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 Marketin¢
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
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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
• 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:
Vil
• 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
W,
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.
Pill
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
1. 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 1ACVB 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.
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II. Scope of Services
A. The successful vendor will:
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.
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.
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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.
2. Promote Fort Collins and its events/attractions and amenities.
Response:
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.
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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
informational 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.
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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
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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
U. 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