03-06-19 Kalispell Tourism Business Improvement District MinutesBoard of Directors Meeting
Kalispell Tourism Business Improvement District
March 6, 2019
3:00 pm
Location: Kalispell Chamber Conference Room
Minutes
Board Members Present: Zac Ford, Dawn Hendrickson, Sean Morris, Lucy Weeder, Dan Moderie, Janet Clark
Board Members Absent: Emily Schroeder
Staff Present: Joe Unterreiner, Diane Medler, Dawn Jackson, Joe Unterreiner, Meche Ek, Vonnie Day
Guests: Grim Storli, Blue & White Motel
Meeting was called to order by Chair Zac Ford at 3:09 pm.
1. Hear from the Public – none
2. Board Action Items
a. Approval of minutes from February 6, 2019: Motion was made by Dawn Hendrickson to approve the
minutes. Motion was seconded by Lucy Weeder. Discussion: none. Board approved unanimously.
b. Approval of TBID financial statements for January, 2019: Motion was made by Dawn Hendrickson to
approve the financial statements. Motion was seconded by Dan Moderie. Discussion: None. Board
approved unanimously.
c. Approval of FY20 marketing plan goals, objectives, and key markets. Motion was made by Janet Clark
to approve goals, objectives and key markets as proposed. Motion was seconded by Sean Morris.
Discussion:
Goals - remain similar to FY19, however CVB will be moving away from producing events in favor
of partnering with promoters like Spartan, Inc. or local organizations. M&C will continue to focus on the
Bring It Home program and add domestic and international group tour operators as an emphasis.
New or updated objectives: for FY20
Increase occupancy at TBID hotels by 3% and make it a year-round objective
Increase visitor guide views and downloads on website by 25%
Increase consumer newsletter database by 10% over FY19
Promote sports event visitation through industry publications and direct marketing to tournament
organizers
Increase database of qualified and interested meeting planners and tour operators by 30% over FY19
Increase referrals to the Bring It Home program to a total of 40 referrals in FY20
Key and Emerging Markets
The Strategic Plan Report was just received from consultant Carl Ribaudo. Although he might
recommend adjustments to key markets, no dramatic changes to markets are anticipated for FY20. Key
consumer markets remain young families, active matures, outdoor recreation seekers, arts and culture
enthusiasts, sporting event travelers with the addition of adventure motorcyclists for FY20.
Key geographical markets remain Washington, California (LA), Illinois (Chicago), and Alberta. CVB is
working on a co-op plan with MOTBD to promote the new non-stop flights to Dallas, LA and Chicago.
Emerging Markets – Dallas and International markets supported through promotions with Rocky
Mountain International and MOTBD.
Warm season – Dallas, LA, Seattle, Spokane/CDA, Calgary International
Winter/Shoulder seasons – Spokane/CDA, Seattle, Calgary, Lethbridge, Chicago, LA
M&C
Key Segment – association business: state, regional, national
Geographic - continue focus on the Pacific Northwest market
Emerging – tour groups/club, domestic and international
Board approved unanimously.
d. Approval of FY20 budget.
There is a $10,000 carryover from FY19.
The grant program was moved out of events into marketing support. Exclusion of peak season
has been removed and weighted seasonal scoring has been added. Grants will be expanded to
include projects and services that enhance tourism with a match funding criteria.
Agency creative services moved to marketing support segment as it covers consumer, events and
M&C.
Joe Unterreiner proposed adding $7,900 to the CVB budget to reimburse the Chamber for
services provided by Chamber staff to or on behalf of the CVB. The bed tax budget allows for
20% of the total budget to be used for administrative/operational costs. The FY20 draft bed tax
budget uses 14% of admin which allows for an additional $7,900 to meet the 20% threshold. It
was not clarified whether the costs incurred by the Chamber that the CVB is not covering are
associated with rent or other operational categories. The board discussed that it was
understandable to relook at the monthly rent as that had not been increased in several years but
was uncomfortable with a blanket increase without understanding what the specific costs were
and such a large increase in one year. Diane suggested that increased costs in admin would
mean decreased marketing funds, primarily taken from the media buy line item. Joe will provide
more details on the cost increases and to which admin/operational categories they apply to.
Board action was postponed to April meeting.
3. Board Discussion
a. Event updates
Montana Indoor Soccer Championship – 47 teams have registered compared to 35 teams last year.
Teams are coming from Spokane, Sandpoint, Nelson, Cranbrook, Calgary, Bozeman, Helena, Polson,
and the Missoula Strikers Club is sending 15 teams. The Fort Indoor Soccer facility in Evergreen will be
used as an additional game venue.
b. Event grant updates - none
c. Marketing Updates
i. The new visitor guide went to the printer today
ii. Strategic planning update – will be reviewing consultant Carl Ribaudo’s report which was just
received. The board will have an opportunity to review before the contract is finalized.
iii. Website and content marketing – new website is yielding results. Dawn has received inquiries from
Tour Operators and Meeting Planners who found the DK site and Dawn’s information through
Google. Downloads and requests for mailed copies of the visitor guide in January are double what
they were in January 2018. Flathead Beacon Productions is doing a good job with SEO and SEM.
iv. Diane represented Discover Kalispell February 16-17 at the LA Travel Show attended by more than
38,000 people. There was strong interest in Glacier Park, the area, and the direct flight. The show is
costly to attend and difficult for one person to manage effectively. A partner will be needed to share
the cost in order to participate in future LA shows. Diane attended The Spokane Great Outdoor
Show & Bike Expo February 23-24 in partnership with Glacier Guides. Although the Spokane show is
smaller with 8,000 attendees, the return on investment is better and the eastern Washington market
is a strong drive market. Participation is recommended for next year. Diane will participate in the
Calgary Outdoor Show in March.
v. The CVB added new markets in the Kalispell STR comp set. January occ was down 8.4%, ADR down
2.7%. More details and information on the comp set are available in the board packet.
vi. Kalispell was featured in a Northwest Travel Magazine article about exploring Highway 93. The
Conrad Mansion and DeSoto Grill were mentioned.
d. Group and M&C Updates
i. RFP’s sent:
Herd Bull Northern Plains Pow Wow – June 2019
York Fun Club – July 2020
ii. Proposals sent:
Herd Bull Northern Plains Pow Wow – June 2019
York Fun Club – July 2020
iii. Working numerous leads including National Wildlife Federation for a board meeting in September,
2019, POMA for 2020 and a Bring It Home lead for the Montana Newspaper Association Annual
Conference in 2020.
iv. Groups won:
Herd Bull Northern Plains Pow Wow – June 2019
York Fun Club – July 2020
Other M&C news:
The future conference list can be helpful to see if town is going to be busy.
The Discover Kalispell Meeting Planner FAM is being advertised on the inside cover of Smart
Meetings.
Kalispell is included in Meeting News Northwest’s book of lists coming out in June.
Two meeting planner FAMS are being planned for June – one for Discover Kalispell and the other
in cooperation with Glacier Country.
Dawn will attend the Small Market Meeting trade show in September.
TBID members are asked to review their listings on www.discoverkalispell.com to make sure
information is current. Content Sandra at aRes about updates.
e. Discussion of 2019 state legistlature bills impacting hotels and tourism – Joe Unterreiner
f. Board officers will be voted on at the April meeting. Dan Moderie’s seat is expiring so solicitation for
applications will be sent to all TBID members. That item will also be voted on at the April meeting with
the recommendation sent to City Council for approval.
Meeting was adjourned at 4:59 pm.
Respectfully Submitted: Diane Medler
For Further Information, please contact:
Diane Medler, CVB Director, diane@discoverkalispell.com or 406-758-2808