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HomeMy WebLinkAboutRESPONSE - RFP - 8256 CONVENTION AND VISITOR SERVICESConvention & Visitor Services Proposal Submitted for RFP 8256 City of Fort Collins Friday 11 March 2016 3pm RFP- 8256 Visit Fort Collins Page 1 Executive Summary Visit Fort Collins understands the impact of tourism. As an important economic driver for the city tourism creates 1600 jobs in Fort Collins and $58M in household income. Tourism contributes $11.3M in city tax revenue and provides the city with a 4 to 1 return on investment from tourism funding. We also believe there is room to grow this economic engine. Visit Fort Collins has a strong working knowledge of Fort Collins, Colorado tourism organizations as well as regional, national and international markets. Throughout this document we share our demonstrated knowledge, partners, resources and strategic planning which will continue to drive and deliver strong results. Table of Contents Executive Summary Page 1 Scope of Proposal Page 2 Organizational Contact Information Page 2 Qualifications & Approach Page 2 Consent to adhere to Scope and Services Page 14 Assigned Personnel & Availability Page 14 Key Personnel Page 14 Additional Qualified Personnel Page 15 Sustainability/TBL Methodology Page 16 Cost and Work Hours Page 16 Firm Capability Page 17 Company Profile Page 17 Work Examples & References Page 18 Acknowledgement of Receipt of Addendums Page 19 RFP- 8256 Visit Fort Collins Page 2 I. SCOPE OF PROPOSAL Fort Collins Convention and Visitors Bureau dba Visit Fort Collins 19 Old Town Square, Suite 137 Fort Collins, CO 80524 Primary Contact: Cynthia Eichler President and CEO Visit Fort Collins 970-232-3844 cynthia@ftcollins.com Qualifications & Approach to Scope of Services: A. Be the tourism expert for the City by: 1. Developing and maintaining a balanced marketing program. Response: Visit Fort Collins strategically develops a marketing program on an annual basis. This is inclusive with both marketing and public relations programs. Public relations provide a significant impact to the organization. 2015 ad equivalency generated for Visit Fort Collins was $3,800,000. As a partner in the USA ProChallenge bicycling event we also tracked its ad equivalency which was $5,011,746. The combined total is $8,811,746. 2. Producing an annual marketing plan and budget as well as a three to five year master plan for marketing and other activities. Response: We produce an annual marketing plan and budget as well as look forward with a master plan for marketing and other activities. We have also initiated a conversation to explore and discuss facilitating a Tourism Master Plan. This is a long term goal and will include numerous partners as well as a plan to fund such an undertaking. 3. Setting measurable benchmarks in all marketing related activities and producing quarterly and annual reports addressing the progress relative to these benchmarks. Response: We agree to set and utilize measurable benchmarks in all marketing related activities. Monthly and annual reporting is currently in place. We are agreeable to produce quarterly reports but would suggest a mid-year and annual report in-lieu of as we believe it will provide the most benefit for all parties; however final direction will be adhered to as requested. 4. Developing and executing marketing campaigns including public relations and advertising, to create awareness of Fort Collins as a visitor’s destination for both domestic and international tourism. RFP- 8256 Visit Fort Collins Page 3 Response: Visit Fort Collins develops and executes marketing campaigns, advertising and public relations programs for domestic and international tourism. We collaborate with a variety of partners to maximize investments in all efforts. Partners include the Colorado Tourism Office, the Front Range Travel Region, as well as local partners such as the Downtown Business Association, Fort Collins Museum of Discovery, Colorado State University, Shop Fort Collins, the Poudre Heritage Corridor plus local brewing and outdoor recreation industries. 5. Marketing Fort Collins as an outdoor adventure and cultural tourism destination to other Colorado communities, as well as regional and national communities. Response: Visit Fort Collins recognizes the importance of and agrees with marketing efforts throughout Colorado. Research has confirmed one of our key drivers for visits to Fort Collins is to see friends and family. Colorado State University is also a significant influence bringing friends, family and a wide variety of professional guests to campus. With designated board members from Colorado State University, collaboration is enhanced and maximized. We also work with tour providers, biking companies (including fat tire biking in the winter), white water rafting, boating, SUPing, hiking, rock climbing, birding, craft brewing, craft made, music and cultural offerings. The same dynamics hold true for regional and national marketing efforts which drive lodging stays and ultimately lodging revenue and taxes. 6. Undertake market research biennially, or more frequently, to improve marketing programs. Response: As technology has evolved we are able to utilize Google Analytics as well as web based and social media metrics consistently providing feedback. These have become invaluable assets and allow for evaluation and on-going strategic adjustments. We also track Visitor Guide distribution allowing for benchmarking of areas of inquiry as well as some demographic information. In addition we will conduct in-depth research biennially. We are in discussions with Colorado State University as well as two other entities to determine what outcome and investment are necessary to facilitate and provide meaningful results. B. Promote Fort Collins and its events/attractions and amenities in a way that fits the City’s core values and aligns with the City’s brand message. Response: Fort Collins strives to deliver world class service and experiences at all levels in the community. Visit Fort Collins is no exception. We have coordinated high quality images and video content to share an authentic view of our community inviting visitors in all capacities to experience firsthand. We believe this has elevated our deliverables allowing interested individuals or groups to find shared values with our community spurring interest and ultimately a commitment to experience all that Fort Collins has to offer. Future deliverables will continue to enhance and highlight our community’s core values. RFP- 8256 Visit Fort Collins Page 4 C. Provide all staffing needed to perform convention and visitors promotional services. Response: Visit Fort Collins agrees to provide all staffing needed to perform convention and visitor promotional services. We currently have 9 staff members and 145 volunteers working together to market Fort Collins tourism, hospitality, meeting and conference services. Specific positions and responsibilities are noted in the Assigned Personnel & Availability section. D. Provide customer services for all segments of the hospitality/tourism market for Fort Collins. Response: Visit Fort Collins provides visitor information at two locations in Fort Collins. The first is located in the heart of Fort Collins at 19 Old Town Square, Suite 137. The second is facilitated at the Colorado Welcome Center located at Interstate I-25 and Prospect Road. Each location maximizes impact with high traffic locations providing excellent visibility for travelers and residents alike. This includes staff and volunteers working to fulfill customer service needs. We also have 254 Certified Tourism Ambassadors who have completed an educational class, receiving a nationally accredited designation, working throughout the community. E. Provide convention, conference and trade show marketing and assistance, including promoting Fort Collins venues and activities for attendees such as museums, galleries, gardens, theaters, sporting activities, outdoor recreation or amusements. Response: From inquiry to execution customer service is a hallmark deliverable of Visit Fort Collins. We customize and tailor all support items to the needs of the organization. Our guest services programs include RFP’s, planning and registration assistance, brochure, map and welcome bag distribution. We assist with creating pre or post, participant and spouse attendance itineraries. Referrals are made to businesses for all requested services such as audio-visual, catering, facilities, speakers, entertainment, cultural and recreation opportunities, restaurants, transportation, MAX ridership, biking in addition to others. These referrals enhance the experience as well as lead to increased spending, positively impacting economic health of the community. Our website offers a Meeting Planners tab to provide immediate information for interested organizations or individuals. It highlights a full slate of resources including how to host a green event and the integration to Fort Collins sustainability culture. Contact information to connect directly to our sales team and conference services is readily available to transition them to personalized support. F. Provide assistance to local service clubs and organizations to help them with their regional and state conferences that are held within City limits. Response: Local organizations receive the same level of excellence in customer service and resources to provide for the best possible experiences to guests of those living and working in our community. We actively speak and interact with organizations of all types to educate and secure opportunities to host as many regional and state events as possible. This again allows us to maximize a first RFP- 8256 Visit Fort Collins Page 5 class experience for guests and positively impact economic health of our community. G. Provide services to convention visitors in a manner consistent with service provided to other visitors to Fort Collins. Response: This specific demographic offers excellent opportunity to introduce community highlights as well as resources and experiences. This interaction also invites opportunity for encouragement to visit again with an additional trip for leisure pursuits maximizing the individual touchpoint for the community. This can be done through guest service tables at their meeting, with a video, and written or personal welcome. Each convention, meeting or group attendee receives information including the Official Fort Collins Visitors Guide, map, things to do and other items specific to their group. It includes interaction with Visit Fort Collins staff, volunteers and/or Certified Tourism Ambassadors. H. Provide timely visitor/client inquiry fulfillment. Response: Inquiry fulfillment is a critical component to the success of our programing. Key elements to responding include hosting our 1-800 number to answer questions and qualify needs of any of our target audiences; answering questions remitted through the website, answering questions with social media channels. This is facilitated in real time as users require this level of response for programming to be successful; if possible this is within an hour. Overnight is the only time answers are delayed until morning. Visitor Guides are sent to inquiries with a balance of economy and quickness. We utilize bulk mailing whenever possible and supplement with individual mailings and email marketing responses as appropriate. All trade inquiries which include meeting planners, tour operators and travel agents are responded to as soon as possible. Facility and hotel leads are processed the same day unless received after hours when it will be facilitated the following day. All trade phone calls are responded to within 24 hours and same day whenever possible. I. Provide Community support through interaction with visitors and residents by: 1. Distributing brochures and maps. 2. Providing information on City transportation systems and other services and amenities. 3. Providing visitor’s assistance upon request. Response: Service on all items listed above is facilitated at the two visitor center locations, on our website, through social media channels and in the visitor guide. We consistently touch base with partner organizations to make sure we have current and updated information to distribute. In review of our product offerings we discovered a void and created a “tear off map”. The map is produced in an 11 x17 format which is big enough to be readable but still manageable to fold and take while visiting and exploring. It is two sided to maximize presentation with one side facilitating information regarding the entire city and the second side highlighting Downtown, Old Town and Colorado State University. RFP- 8256 Visit Fort Collins Page 6 J. Coordinate and develop programs with the FC International Visitors Council regarding International visitors and tourism. Response: In contacting this group they confirmed they primarily serve international students who are accepted to be students at Colorado State University. They did not feel support from Visit Fort Collins was necessary as it functions as an internal component for the university. While they were very appreciative of the follow up we will not impede any of their good work and will support international visitors through other avenues. K. Develop community partnerships with groups including, but not limited to: 1. Fort Collins International Visitors Council 2. Fort Collins Innkeepers Association 3. Cultural Resource Board 4. City of Fort Collins Community & Operation Services Area (Culture, Parks, Recreation and Natural Areas) 5. Poudre Heritage Corridor 6. Downtown Business Association (DBA) Response: Visit Fort Collins consistently works with a variety of organizations. From the list above two no longer function (Fort Collins International Visitor Council and Fort Collins Innkeepers Association) in the same manner but we maintain relationships with appropriate contacts in those emphasis areas. We host quarterly coffee meetings for general managers and director of sales positions for all Fort Collins and Special Lodging District partners. These meetings provide opportunity for collaboration, strategizing, and sharing best practices for our partners. We should also mention our collaboration with the Colorado Tourism Office and our Northern Colorado Marketing Partnership as supporting international travel and tour operators maximizing our opportunities. Long standing partnerships are in place with the Cultural Resource Board, City of Fort Collins Community & Operations Service Area, Poudre Heritage Corridor, and the Downtown Business Association. In addition, we would highlight Shop Fort Collins, the Downtown Creative District, South Fort Collins Business Association, North Fort Collins Business Association, The Chamber of Commerce (who we co-produce the Visitor Guide with), the Downtown Development Authority, the Colorado Tourism Office and our regional partners (including but not limited to) Boulder, Longmont, Loveland, Estes Park and Greeley to create a strong and vibrant Northern Colorado presence. L. Act as a liaison and assist in the coordination of local and regional events, which are held in Fort Collins, including Fort Fund Events. This may include: 1. Workshops to help event organizers promote and organize their events. 2. Open houses. 3. Community outreach. 4. Available to offer assistance upon request. RFP- 8256 Visit Fort Collins Page 7 Response: Visit Fort Collins agrees to support events in the following manner: 1) Through education which could take the form of workshops, seminars, newsletters, meetings, community resource introductions, calendar of event listings, press releases, open houses or community outreach. 2) Visit Fort Collins is not an event producing entity but a marketing organization and we are prepared to be the expert for the city in marketing, public relations and advertising for local, regional, national and international efforts. We do not have resources available for staffing events on a large scale. We can share volunteer staffing opportunities with our CTA’s and partners to assist in supporting events. 3) We can provide community outreach as a support mechanism. M. Provide a variety of effective marketing services such as: 1. Develop and publish at least one promotional brochure or publication that effectively markets Fort Collins as a general visitor and convention destination. Response: Visit Fort Collins produces an annual Visitor Guide to fulfill this need. In 2015, a new publisher was selected to produce a refreshed publication. The former guide was 68 pages; the 2016 Visitor Guide is 100 pages with more content to educate all guest as well as hosting more advertisers, allowing community partners more opportunity to highlight goods and services. Professional photographers were engaged to secure current photos providing the best visual representation for Fort Collins throughout the publication. Total distribution of the publication is 120,000 with a combination of print and website downloads. 2. Maintain an interactive web site targeted to visitors. Response: An interactive website is maintained by Visit Fort Collins. In 2015 the site was completely redone in graphic presentation to enhance visual attractiveness in addition to “back of house” functionality which, while not visible, has greatly enhanced the experience of the user. The website will continue with updates and has added the capability to host the Instagram feed and a refreshed blog feature. The redesign allowed us to implement a responsive design; which is a critical component in today’s travel landscape. We have also enhanced and maximized SEO (search engine optimization) with entities such as Google to increase the findability of the website. 3. Implement social media campaigns or utilize other current “best practice” technologies. Response: Visit Fort Collins currently engages with a variety of social media channels. We currently utilize Facebook, Instagram, YouTube, Twitter and Pinterest. We continually monitor new to market technologies and will respond accordingly with best practice opportunities. We are including a snap shot of growth for 2015 with our key social media channels: Facebook – 6,558 Followers with a 26% increased growth rate; Twitter – 5,733 Followers with a 28% increased growth rate; Instagram – 5,419 Followers with a 250% increased growth rate. Total Followers 21,300+. 4. Provide toll-free telephone numbers for visitors. Response: RFP- 8256 Visit Fort Collins Page 8 Visit Fort Collins currently hosts a 1-800 number for use by visitors or potential guests. It is featured in the Visitor Guide; tear off map, and on the website. We will continue to host this service. 5. Develop 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 programs allow Visit Fort Collins and its partners an opportunity to maximize investments, exposure and reach. We currently partner with a wide variety of organizations in this effort. Some key partners include: Fort Collins Hospitality Partners, Colorado Tourism Office, Colorado State University, Downtown Business Association, Downtown Development Authority, Shop Fort Collins, Museum of Discovery, Craft Brewers, Bike and Whitewater Rafting partners, The Chamber of Commerce as well as Media Partners such as Townsquare Media, The Coloradoan and BizWest. This also includes the communities of Boulder, Longmont, Greeley, Windsor, Loveland, Estes Park, Grand Junction, Steamboat Springs and Denver. 6. Develop and deliver training sessions on tourism promotion and customer service including the CTA program. Response: Education and training are critical to a successful hospitality and tourism program. Four new components were introduced in 2015 and will continue to be offered: 1) Orientation classes to ensure new partners get the best value and impact from our programs and tools available to them; 2) Local Flavor Tours to highlight local business owners and their product or service (two tours are available per month and are starting to be at capacity with twenty attendees per tour, this allows for a higher degree of interaction with both business and attendee); 3) Quarterly mixers for Certified Tourism Ambassadors and partners. These are currently offered at no cost and provide opportunity to share resources, build relationships and network; 4) Classes to teach partners how to create a tourism specific advertisement allowing business to best reach visitors effectively. The Certified Tourism Ambassador Program debuted in November of 2014. Attendance and graduates of the program exceeded the original goals of 100 ambassadors. Programming in 2015 delivered a total of 254 ambassadors; 50 companies have participated; and the average class size is 13 with 45% renewing in 2016. N. Coordinate with other organizations to maintain an all-inclusive calendar of community and cultural events and tourism information on the web site and make efforts to proactively solicit content and ensure the calendar is current and accurate. Response: Visit Fort Collins hosts a calendar on the interactive website. It is consistently updated with events. The calendar also provides ability for community members to add events on their own maximizing offerings and timely input. Calendar information is sent to all partners, hotels and Certified Tourism Ambassadors who are registered to receive “Weekly Happenings” allowing them to have current events at their fingertips for the upcoming week. Recipients of Fort Fund RFP- 8256 Visit Fort Collins Page 9 dollars are also encouraged to post their events on the calendar as a means to promote their events and programs to visitors and residents, alike. O. Initiate and support programs that increase visitor spending with Fort Collins’ area businesses. Response: We agree to this term. We should note we believe we have higher success rates in working to extend stays through pre and post sporting events, Colorado State University activities and a variety of meetings and conferences. The website and visitor’s guide also provide resources to engage and inform visitors with opportunities for additional spending. We have partnered with We- Do a local company to create an “app” that can be utilized with specific guest groups. A recent example includes the USA Synchronized Swimming North Zone Championship and the North Zone Regional Collegiate Synchronized Meet. This app provides a customized opportunity for the group and highlights local businesses to aid in creating an authentic Fort Collins experience. P. Respond, if appropriate, to State Film Commission inquiries promoting Fort Collins as a desirable location. Response: We will respond to any inquiry from the State Film Commission regarding utilizing Fort Collins as a filming destination. Q. Conduct bi-annual conversion studies to measure the effectiveness of marketing activity, and to better understand the demographic and psychographic makeup of the market. Response: Visit Fort Collins is a strong believer in the value of research. We have utilized partnerships with Colorado State University to facilitate conversion studies as well as visitor profiles. We are currently meeting with representatives from Colorado State University as well as two other industry specific companies to explore and determine next steps. Funding has been budgeted to facilitate one study in 2016 and additional determinations will continue for future years. We are also working with the Office of Economic Health with these discussions. R. Provide a list of performance measures to monitor and evaluate the effectiveness of marketing and tourism efforts that specifically address the City Council identified budget priorities of improving Economic Health and improving Culture, Recreational and Educational Opportunities. Response: Performance measures include the following items: sales of group nights, paid ad equivalency for public relations, total visitor inquires, number of volunteers engaged, number of total volunteer hours with equivalency as if they were paid employees to demonstrate financial value, Google metrics, website views and engagement, total number of Visitor Guides distributed, online calendar engagement and any special projects or events that merit inclusion. RFP- 8256 Visit Fort Collins Page 10 S. Oversee the operation of the Colorado Welcome Center at Fort Collins as well as the Visitors Center in Downtown Fort Collins. The Service Provider will operate the Fort Collins Convention and Visitors Center in a location in Old Town Plaza and agrees to: 1. Recruit, select and employ a manager and any staff necessary to operate the Visitor’s Center. Response: Visit Fort Collins continually employs and manages a Visitor Center Manager at each location. 2. Recruit, select, supervise and appropriately recognize the efforts of volunteers necessary to operate the Visitor’s Center. Response: A combined total of 145 volunteers support programing for the Visitor Centers. Monthly and quarterly meetings, plus additional trainings and field trips, are provided for volunteers. The Colorado Welcome center hosts the highest number of volunteers in the state. Total hours volunteered at the Colorado Welcome Center were 128,292 in 2015; in the Downtown Visitor Center 2,810 hours were volunteered. An annual volunteer brunch is held in April for all volunteers at The Hilton. An award for Outstanding Volunteer Service is given annually at the Tourism Week Luncheon. 3. Provide all utilities and insurance. Response: All rent, utilities and insurance are provided as part of the contract. 4. Submit in a timely fashion all regular reports required by the City. Response: All reports will be remitted to the City as required. 5. 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 Service Provider from providing information on local and regional events, attractions, activities and accommodations. Response: Visit Fort Collins promotes the entire City fairly, without bias. We operate as an all-inclusive partnership organization. This allows for maximum partnership ability and is in-line with industry benchmarks and operations. RFP- 8256 Visit Fort Collins Page 11 6. Operate the Visitors 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 Visitor’s Center may be closed on New Year’s Day, Easter Sunday, Thanksgiving Day and Christmas Day. Response: As in previous years our Visitor Center hours are operational from 8:30 am to 5:00 pm. Monday through Friday and 11:00 am to 5:00 pm on Saturday and Sunday. We continue to evaluate future opportunities to extend hours in tandem with volunteers availability. We respectfully request the continued ability to operate these hours while continuing to monitor expanding effectively. We are in agreement with holiday closures. In the event of severe weather we monitor decisions from the City of Fort Collins, Larimer County, Poudre School District, City of Fort Collins Police and Larimer County Sheriff’s Department for updates and to decide on any potential closures. 7. Displays the City map provided by the City and distribute other visitor information. Response: We continually display and utilize the City map as well as distribute a wide variety of visitor information. 8. Maintain properly segregated accounting files for the Visitor’s Center reflecting City funds and other funds associated with the Visitor’s Center. Response: We budget and execute accounting needs from a dedicated account specific to the state Welcome Center. We also provide separate financial accounting reports for the state Welcome Center. T. Service Provider will 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 Service Provider subcontracts with the City to operate the State Welcome Center according to the provisions of the grant. PLEASE NOTE: If the State were to close the Welcome Center the following items would be eliminated from the Scope of Services pursuant to the Agreement with the City. 1. 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: We maintain a full time Welcome Center manager. This position communicates consistently with the State’s Director of Visitor Services, the nine other Welcome Center managers throughout the state, as well as with other destination marketing organizations in Colorado. This position is a direct report to the CEO/President of Visit Fort Collins. RFP- 8256 Visit Fort Collins Page 12 2. Recruit, select, supervise and appropriately recognize the efforts of volunteers necessary to operate the Welcome Center. Response: Volunteer recruitment is key to the success of both visitor center locations. For the state Welcome Center we are home to the highest number of volunteers out of all ten state welcome centers. Monthly and quarterly meetings, plus additional trainings and field trips are provided for volunteers. An annual volunteer brunch is held in April for all volunteers at The Hilton. An award for Outstanding Volunteer Service is given annually at the Tourism Week Luncheon. 3. Make arrangements for all necessary building maintenance to the extent required under the Intergovernmental Agreement (IGA). Response: We are prepared to continue to comply. We are responsible for our pro-rata share of all building expenses which are shared with Colorado State University as owners of the building. 4. Provide all utilities and insurance. Response: We are prepared to continue to comply. We are responsible for our pro-rata share of all building expenses which are shared with Colorado State University as owners of the building. 5. Submit, in a timely fashion, all regular reports required by the State. Response: We are in agreement and will remit all regular reports required by the State. 6. 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: In conjunction with State provided opportunities and some created from our Welcome Center, staff and volunteers participate in study tours, area field trips, monthly meetings, newsletters and orientations. We also ensure the Welcome Center Manager attends the annual Governor’s Tourism Conference. 7. 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 Service Provider from providing information on local and regional events, attractions, activities and accommodations. RFP- 8256 Visit Fort Collins Page 13 Response: Visit Fort Collins will administer all programming and business activities fairly and in compliance with the standards required via direction from the state’s tourism office. 8. 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). Welcome Centers throughout the state are closed on New Year’s Day, Easter Sunday, Thanksgiving Day and Christmas Day. Response: We are in agreement with all hours of operation for the Welcome Center. We are in agreement with holiday closures. In the event of severe weather we monitor decisions from the City of Fort Collins, Larimer County, Poudre School District, City of Fort Collins Police and Larimer County Sheriff’s Department for updates and to decide on any potential closures. 9. Display the state map provided by the State. Response: We will display the state map as provided by the State. 10. The Welcome Center space is shared space. The Service Provider 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: We agree to this request. 11. 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 Service Provider 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 Service Provider from displaying any brochures or pamphlets in an area reserved for information on local events, attractions, activities and accommodations. Response: We agree to this request and will follow guidelines provided by the state. 12. Generally adhere to guidance and procedures contained in the Managers Operations Manual. RFP- 8256 Visit Fort Collins Page 14 Response: We agree to this request. 13. Maintain properly segregated account ledgers for the Welcome Center reflecting State funds, matching funds and other funds associated with the Welcome Center. Response: Separate financial records will be maintained. 14. Provide monthly billings to the State for reimbursement of operating expenses in accordance with the provisions of the grant. Response: We agree to this request. Acknowledge consent to adhere to the Scope of Services and Sample Services Agreement (including Insurance Requirements) outlined in this RFP. Response: We agree to this request. II. ASSIGNED PERSONNEL & AVAILABILITY Provide a list of key personnel, their roles and availability to administer these services. Response: President and CEO Strategically manages the overall operation of the organization, holds fiduciary responsibility, and directs its marketing, sales and service programs. This position will represent the organization in a positive manner with all partners, vendors, elected officials, state and regional tourism operations, stakeholders and volunteers. Director of Sales Directs and manages all sales functions including solicitation, bids, lead generation and production of convention, meeting and group business. This position is also responsible for the strategic planning, budgeting and execution of sales activities. This position serves as a key liaison to the hotel community as well as state wide organizations. Group and International Sales Manager Reports to the Director of Sales and is responsible to coordinate and manage all functions for group and international sales. This position is also responsible for convention and group services. Director of Marketing RFP- 8256 Visit Fort Collins Page 15 Directs and manages all marketing and public relations efforts. This position is also responsible for strategic planning, budgeting and execution of all marketing and public relation activities. This position serves as a key liaison in the community, regionally and with state wide organizations. Marketing Coordinator/Digital Marketing Reports to the Director of Marketing and is responsible to support all marketing and public relations activities. This position coordinates all social media activities internally and works externally with a wide variety of partners and organizations to partner and present information strategically for maximum impact. Business Development and Partnership Manager Directs and manages all business development and partnership activities. This position is responsible to retain as well as secure new partners for the organization maximizing the impact throughout the community. This position develops partner relationships, educational opportunities and components. It is responsible for strategic planning and execution of the annual tourism week luncheon. Visitor Services Manager Directs and manages all Downtown Visitor Information Center functions and activities. This position recruits, trains and motivates all volunteers. This positon manages responses to visitor inquiries; all brochure and visitor guide inventory as well as distribution. It is also responsible to assist with services for meeting and convention groups. It is also responsible for managing the Certified Tourism Ambassador program in addition to serving as the backup for the Colorado Welcome Center Manager. Executive Assistant and Office Manager Directs and manages all office responsibilities which include scheduling and coordination on behalf of the CEO. This position coordinates accounting activities with the organizations accounting firm and leads the annual audit process. It assists with human resources and team building functions. This position is key for interaction with the board of directors, executive board, partners and community. Colorado Welcome Center Manager Directs and manages all functions related to operating the state welcome center. This includes the recruitment, training and motivation of all volunteers. This position works closely with the Colorado Tourism Office’s Director of Visitor Services to fulfill state requirements. It also manages the brochure inventory, distribution and is an expert on Colorado’s diverse offerings and destinations including Fort Collins. List additional qualified personnel available to assist on projects if required. Response: Partnerships with a variety of businesses and organizations provide access and collaboration with their owners and executives enhancing both local and national expertise with lodging, farm-to- table offerings, Agritourism, Fort Collins history, Colorado State University, retail, restaurants, transportation, tourism and specifically the Colorado Tourism Office. We also work with RLR Certified Public Accountants and Advisors to provide an annual financial audit and make recommendations, Lana Schuler Accounting for all operational accounting functions and Mountain States Employment Council to assist with employee or human resources related items. RFP- 8256 Visit Fort Collins Page 16 III. SUSTAINABILITY/TBL METHODOLOGY Provide an overview of the firm’s philosophy and approach to Sustainability. In no more than one (1) page, please describe how your firm strives to be sustainable in the use of materials, equipment, vehicles, fuel, recycling, office practices, etc. Response: Visit Fort Collins aligns with the City’s commitment to sustainability. We provide specific marketing information to encourage and support green meetings as well as for leisure travelers. For transportation this includes information for utilizing shuttles, buses, MAX and bicycling in our platinum level bicycle friendly city. We also provide information on composting collection, which hotels or caterers provide reusable dishes and flatware and what businesses ensure zero-waste events. With an eye towards public relations we continually highlight the innovations of Climate Wise and sustainability efforts and results that are prevalent throughout our community. Internally, our organization recycles office paper and all publications once they expire from usefulness. We utilize paperless options as often as possible for work product. We consciously make trips count whenever staff is driving by carpooling or coordinating strategic drop off of materials for highest effectiveness. For downtown destinations we strongly encourage walking vs. driving. In 2016 we will be acquiring two bicycles for office staff to utilize for meetings and appointments. We have been encouraged to apply organizationally, by our partners at Bike Fort Collins, for a business bike friendly designation and are reviewing the process to apply this spring. IV. COST AND WORK HOURS Provide annual total cost to provide services defined in this RFP. Pricing must include all items annotated in the Scope of Services. Response: Visit Fort Collins strategically plans an annual budget. Below is the total projected budget for 2016: VISIT FORT COLLINS Income Lodging Tax Revenue $1,019,508 Special Lodging District $ 154,500 Partnership Revenue $ 42,000 Interest $ 456 Other Income $ 10,000 Total Income $1,266,464 Expenses Total Employee Expense $ 624,097 Administrative and General $ 251,207 Sales $ 94,150 Marketing & Public Relations $ 185,455 Partnership Services $ 14,100 Downtown Visitor Services $ 16,800 Total Expenses $1,185,809 Contingency $ 40,655 Total Expenses $1,266,464 RFP- 8256 Visit Fort Collins Page 17 COLORADO WELCOME CENTER Income Grant Income $ 87,764 Gift Shop Sales $ 52,500 Other Income $ 5,000 Total Income $ 145,264 Expenses Total Employee Expenses $ 67,849 Administrative and General $ 62,704 Volunteer Enhancement $ 14,000 Total Expenses $ 144,553 Contingency $ 711 Total Expenses $ 145,264 V. FIRM CAPABILITY Brief company profile to include years in business and performance indicators used to verify the Scope of Services is being met. Response: Visit Fort Collins has been in operation for 31 years facilitating marketing on behalf of the City of Fort Collins. During that time the organization has grown considerably both in staffing and in financial resources due to increased lodging and consequently lodging tax. This is a clear indicator of long term success regarding the positive impact to the community’s economic health, which includes employment and sales taxes. Visit Fort Collins has deep roots and relationships throughout the community, northern Colorado and at the state level relative to tourism, hospitality, international travel, meetings and conferences. The organization continually utilizes educational opportunities for all staffing positions to keep the organization fully engaged with the latest industry trends, models of operation and opportunities. Performance measures include the following items: sales of group nights, paid ad equivalency for public relations, total visitor inquires, number of volunteers engaged, number of total volunteer hours with equivalency as if they were paid employees to demonstrate financial value, Google metrics, website views and engagement, total number of Visitor Guides distributed, online calendar engagement and any special projects or events that merit inclusion. Provide three (3) examples of similar work conducted within the last five (5) years that can serve as references. Each example must include a brief description of the services provided. Include the name and address of each referenced company, as well as the name, title, and phone number of the referenced contact person. Response: Per our question to make sure we fully answered requirements of the RFP; Exhibit 1 Questions and Answers allowed for 3 work samples. Sample 1 – Visit Fort Collins Website http://www.visitftcollins.com/ RFP- 8256 Visit Fort Collins Page 18 Visit Fort Collins facilitated and managed a complete refresh of the organizations website in 2015. The project was managed by our Director of Marketing in conjunction with our host provider Internet Honey. Internet Honey is a marketing company specializing in strategy, trends and tools in the tourism marketing industry. Their clients include: Colorado Tourism Office, GOBreck, Mesa Verde Country, and Travel Oregon. The Board of Directors was kept apprised of the progress of the redesign and feedback was continually solicited. Feedback from partners such as Colorado State University, outdoor recreation specialists, City of Fort Collins Natural Areas and the brewing industry (to name a few) was utilized to make the content as accurate and robust as possible. This project required significant investments in creating a completely new visual presentation. This included photography, graphics, color theme, layout and evaluation of all functions. It provided opportunity to integrate social media with features for video, Twitter, Facebook, Instagram, and our Adventure Casual Blog with insightful stories designed to invoke interest and ultimately a visit to Fort Collins. The refresh also focused on creating the best possible interaction with users. This “back of house” was even more significant than what the user can immediately see. Optimized search functions were at the top of the list of considerations, ease of navigation throughout the website, quick loading and transitions, an ability for partners to have photos and a larger presence in the listings. The redesign allowed us to realize the goals of both informing and inspiring visitors. Content will continue to be updated and added to remain relevant and engaging. Reference: R.A. Burrell, Founder Internet Honey 719-321-7722 Sample 2 – Visit Fort Collins Destination Video https://www.youtube.com/watch?v=0w4kfWZHJt8 A destination video was created to maximize interest in Fort Collins and provide a tool to “show” a potential visitor or meeting professional what an experience in our destination could include. Video had been a desired tool for some time and a review of potential ways to accomplice this included looking at vendors and potential partners. Through discussions with board members an introduction was made to discuss the project with Colorado State University’s Communication Department. After key team members met, discussed goals, end results desired and budgets; a partnership was created. In three months a storyline, shot list, timeline, script and music were chosen. Execution of the project followed the timeline and the project was available for the first week in January when our sales team attended a large format tradeshow. The video debuted with 18 clients at Rejuvenate, a religious conference and tradeshow. Immediately after it debuted as Visit Fort Collins posted the video on its Facebook page. Three days later Colorado State University posted the video on its Facebook page as well. The response exceeded all expectations for viewing and continues to perform at a high viewing level. Sample results from Visit Fort Collins include: 24 hours after launch – Reach: 26,000 // Likes 250 //Shares 430; 1 Month – Reach: 89,831 // Likes 4,928 // Shares 1,203. These numbers do not include any of those same benchmarks from Colorado State University posting of the video which only strengthened the effort. References: Gary Ozzello, Director Community Outreach and Engagement, Colorado State University 970-222-3361; Mike Hooker, Executive Director of Public Affairs and Communications, Colorado State University 970-491-1545; Brian Buss, Video Producer, Officer of Public Relations, Colorado State University 970-481-4502 RFP- 8256 Visit Fort Collins Page 19 Sample 3 - Public Relations Public Relations efforts continue to be a platform for promotion and education of what Fort Collins and the surrounding area have to offer. In 2015, Visit Fort Collins hosted 26 domestic and international travel writers. Highlights of note include a mention in the New York Times regarding the Bison Introduction, UK Daily Mail highlighting our Farm-to-Table experiences, Men’s Journal naming Fort Collins a Best Place to Live, as well as numerous regional publications showcasing Fort Collins as a perfect weekend getaway. Visit Fort Collins works with a boutique Public Relations firm, Hulu Communications to both proactively and reactively respond to inquiries about the destination. We work closely with our local partners to determine new and popular experiences to pitch to journalists. Reference: Emily McCormack, Hulu Communications, Inc. 970-331-6145. VI. ADDENDUM Visit Fort Collins acknowledges receipt of addendum No. 1. Cynthia Eichler, President & CEO