I02. Res. 5930 - TBID Budget'104WORPOPIN,
City of Kalispell
LISPELL post Office Box 1997 -Kalispell, Montana 59903-1997
Ft.ATelephone (406) 758-7701 Fax - (406) 758-7758
REPORT TO: Doug Russell, City Manager
FROM: Rick Wills, Finance Director
SUBJECT: Resolution No. 5930 — A Resolution Approving the Work Plan and
Budget of the Tourism Business Improvement District
MEETING DATE: August 19, 2019 — Regular Council Meeting
BACKGROUND: On May 3, 2010, pursuant to Section 7-12-1101, et seq., MCA, the City of
Kalispell created a Tourism Business Improvement District [TBID]. This entity falls under the
provisions of Business Improvement Districts that deal specifically with hotels and short term
rentals. The board of directors for the TBID has recommended to the City Council a work plan
and budget for the Tourism Business Improvement District for the next fiscal year and seeks to
have it approved. That budget assesses a bed tax of $2.00 per night per room. Also on the
agenda for this Council Meeting is the standard budget resolution for the TBID that is not
designed to address the assessment but rather only the gross revenue anticipated.
RECOMMENDATION: It is recommended that the Council consider and pass Resolution
5930, a resolution approving the work plan and budget for fiscal year 2019-2020 for the
Kalispell Tourism Business Improvement District as recommended by its Board of Directors.
ALTERNATIVES: Upon consideration of the proposal the Council may reject the resolution.
ATTACHMENTS: Resolution 5930
TBID Work Plan
Return to:
City Clerk
City of Kalispell
P.O. Box 1997
Kalispell MT 59903-1997
RESOLUTION NO. 5930
A RESOLUTION APPROVING THE WORK PLAN AND BUDGET FOR FISCAL YEAR
2019-2020 FOR THE KALISPELL TOURISM BUSINESS IMPROVEMENT DISTRICT
AS RECOMMENDED BY ITS BOARD OF DIRECTORS.
WHEREAS, on May 3, 2010, pursuant to Section 7-12-1101, et seq., MCA, the City of Kalispell,
passed Resolution 5425 creating a Tourism Business Improvement District; and
WHEREAS, the board of directors for the Tourism Business Improvement District appointed by
the City Council of the City of Kalispell has recommended to the City Council a
work plan and budget for the Tourism Business Improvement District for the next
fiscal year; and
WHEREAS, having given adequate consideration to the work plan and budget presented, as well
as the proposed method of assessment the City Council now finds that it is in the
best interests of the City as well as the District and the properties therein to accept
the work plan and budget, as well as the proposed assessment method.
NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF
KALISPELL AS FOLLOWS:
SECTION 1. The proposed work plan and budget of the Tourism Business Improvement
District, attached hereto Exhibit "A" and fully incorporated herein by this
reference, is hereby approved and adopted for the fiscal year 2019-2020.
SECTION 2. The proposed assessment formula of the Tourism Business Improvement
District is hereby approved and adopted for the fiscal year 2019-2020. That
assessment formula to be applied against all properties within the Tourism
Business Improvement District shall be $2.00 per occupied room per night.
PASSED AND APPROVED BY THE CITY COUNCIL AND SIGNED BY THE MAYOR OF
THE CITY OF KALISPELL, THIS 19TH DAY OF AUGUST, 2019.
Mark Johnson
Mayor
ATTEST:
Aimee Brunckhorst, CMC
City Clerk
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DISCOVER
Kalispell
Contents Page
About Kalispell 3
Strengths
Challenges
Opportunities
About Discover Kalispell 7
Structure
Purpose of marketing plan
FY 2019 Highlights
Importance of Destination Marketing 8
Kalispell and the Montana Brand 9
The Travel Decision Process 10
Destination Marketing Industry Trends 14
FY20 Marketing Plan
Key Market Segments 18
Leisure — Consumer Travel
Sports and Events
Meetings & Conventions
Groups —Domestic and International
Key Segments and Methods — chart 22
Goals and Objectives 23
Operating Budget
Bed Tax
TBI D 24
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 2
DISCOVER
Kalispell
About Kalispell Montana
Here in the Flathead Valley life is awe-inspiring and simple at the same time. That ability to both lose
ourselves — to wander in millions of acres of protected and pristine lands — or find ourselves by channeling the
confident frontier spirit that drove the development of this regional powerhouse, is what makes this mountain
community a destination. What sets Kalispell apart is the way two worlds come together. This is a town
dripping with history but not stuck in the past. Without sacrificing that old Western charm, Main Street has
been revitalized in recent years with new shops and restaurants injecting a modern feel into the classic
Western architecture. Kalispell is an eclectic community with artists and bankers co -mingling over a plate of
tapas, then moving down the street to shoot some pool. It's ballet class for the kids while mom and dad
browse through used books or sip a latte while a bass player picks away in the corner. Our spirit is in our
balance, between our work life and our home life, and between playing and building, all while remembering
what really matters, the time with each other and the land that keeps it all in perspective.
Kalispell's Nonresident visitor characteristics
Jor Group Characteristics: 15% all first time visitors; 73% all repeat visitors; 82% plan to return within 2 yrs
Primary reason for trip: 60% vacation/recreation/pleasure; 21% visit FRF or attend event
If on vacation, attracted for: GNP, mountains, family/friends, open space
Sites visited on trip: GNP, Flathead Lake state parks, YNP, other MT state parks; Natl Bison Range
Top activities: scenic driving, day hiking, wildlife watching, photography, visiting historical sites, shopping,
camping, breweries, museums, Indian reservations, farmers markets, and attending festivals/events.
J Residency of origin: WA, ID, Alberta, CO, WI, MN, IL, OH, CA, OR
10 Age groups represented: 36% - 55-65 years; 33% - 65-74 years; 20% - 35-44 years; 19% 45-54 yrs
(Source: ITRR 2018 Quarterly Non -Resident Survey — spent at least one night in Kalispell)
Expenditure Data
Non Resident visitors spent $530M in Flathead County during 2017.
2017 Non Resident Expenditures - Flathead County
Exenditure Percentages
30%
25%
20%
15%
5%
0%
\mac �aNe
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 3
DISCOVER
Kalispell
Destination Facts
04 Number of lodging properties in Kalispell: 22
Increased hotel room inventory in the Flathead Valley: 595 new guest rooms since 2016
(2016 = 325; 2018 = 186; 2019 = 84)
Glacier National Park: 2.96M recreational visitors in 2018. Non -peak monthly increases:
Mar +13%; May +9.7%; Sep +11.7%; Oct +8.9%; Nov +32.5%; Dec +41.6%.
" Kalispell's Glacier Park International Airport (FCA) is served by five major airlines —Alaska, Allegiant,
America, Delta, United - which fly to 13 cities (some seasonal).
• New flights secured for 2019: non-stop service to Dallas, Chicago, Los Angeles, Phoenix/Mesa
• 2018 - 307,076 enplaned passengers, a 14% increase
Intl travel: 110 tour operators offer product in Kalispell. Over 5,000 estimated room nights and $1.4M in
spending generated from Intl Travelers in Kalispell. (Source: 2017 RMI, T.R.I.P. report)
'I44 FVCC One Campaign: $18M of new construction for new library, student center and
performance/athletic facility.
10 Kalispell Core and Rail Redevelopment: project creates a rail -served industrial park on the outskirts of
Kalispell, builds a beautiful new linear park with biking and walking trails in the downtown core, and
opens up the Core Area and historic downtown to vast business opportunities.
2012 0 10 0 2D15 2016 2017 2018 2020 THE FUTURE I
2017 Construction in Glacier {fail Park begins)
2oi8 CHS relocates to the Rail Park
80l00 365ACREEA
2019 Railroad tracks in middle of town INCORE AREA
are removed and replaced by trail. ESTIMATED ACRES
43
2 MILES JOBS iNTHE RAIL PARK
AN OF NEW TRAIL AT THE RAILPARH
Kalispell Strengths
10 Increased availability of non-stop flight destinations to Kalispell due to efforts by the business and
tourism community and Glacier AERO.
Energized community: Kalispell area was named the third -fastest growing micropolitan community in
the nation for the second year in a row. A strong economy leveraged by tourism, manufacturing, retail
and health care.
" Core area and rail project: committed City and other stakeholder groups
Annual destination events that increase visitations: Montana Spartan Race, Montana Indoor Soccer
Championship, Skijoring at Rebecca Farm, The Event at Rebecca Farm, Three Blind Refs
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 4
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Kalispell
" Well-preserved cultural offerings: Conrad Mansion Museum, Hockaday Museum of Art, The Museum at
Central School
State Parks: Kalispell is surrounded by eleven state parks providing trails, activities, interpretative visitor
services, and water -based activities.
Montana's iconic natural landmarks located in Kalispell's backyard: 32 miles from the entrance to
Glacier National Park, 10 miles to Flathead Lake, surrounded by 2M acres of Flathead National Forest.
Kalispell Challenges
" Weather conditions that are deviating from historical patterns pose a challenge when promoting
outdoor recreation and outdoor events that rely on certain weather conditions. Changes in water
temperatures impact fisheries and water -based activities. The impact of national media headlines
around wildfires in GNP, as well as the wildfire smoke from surrounding states is impacting visitations to
our area.
" Aquatic Invasive Species post a threat to the Flathead basin waterways. The impact to Montana from
zebra mussels alone is estimated at $234M in mitigation costs and lost revenue. (Source: Flathead Lake
Biological Station)
" Availability of Short Term Rentals (Airbnb, VRBO) continues to increase in Kalispell and Flathead County
impacting the occupancy and ADR at traditional lodging properties.
" Canada is a primary market for northwest Montana noted mostly in visitations for shopping and
recreation as well as real estate investments. Alberta's economic momentum in 2018 was impacted by
the discount on Alberta's oil which widened to record levels impacting jobs and available discretionary
income for Alberta's residents for travel. Alberta economy is forecasted to grow 1.6% in 2019. The
2018-2019 9-month exchange rate was stated at 76.6 cents, lower than 2017-2018. (Source: Treasury
Board and Finance, Government of Alberta, 2018-19 Q3 Fiscal Update and Economic Statement)
Potential increase in fuel tax to commercial airports (Montana legislation) challenging our ability to
attract new carriers and flights.
Kalispell Opportunities
10 Destination and product development: The increased number of sports and conference and event
facilities being developed within our competitive set highlights the need for Kalispell to prioritize the
expansion of venues and other tourism assets.
10 Environment: The natural environment is the cornerstone of Kalispell and its tie to agriculture and
recreation. Discover Kalispell's commitment to being a steward of our resources will be integrated in our
communication and promotional strategy and our alliances and partnerships with area non -profits and
eco-conscious businesses.
" Increased average annual occupancy: Glacier National Park and Glacier Park International Airport saw
increased visitations in 2018 during the shoulder and winter months. Discover Kalispell strategy serves
to increase the group, event and corporate visitations to help smooth out the seasonality of occupancy
and ADR.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 5
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Kalispell
" Positioning and branding: Discover Kalispell recently completed a destination tourism strategy plan
which defines a broader and more differentiated positioning of Kalispell and our customer's loyalty. The
identified strategies and action steps from the plan will be implemented during FY20.
10 Enhanced consumer trip planning tools: DiscoverKalispell.com executed a direct booking engine in
FY19. That trip planning tool will be expanded to enable engaged travelers to seamlessly book lodging
and activity packages.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 6
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Kalispell
About Discover Kalispell
Structure
The Kalispell Convention & Visitor Bureau (KCVB) is a division of the Kalispell Chamber of Commerce.
The Kalispell Chamber has served as the official tourism agency for the City of Kalispell since 1987. The KCVB is
funded through two contracts with public agencies and also generates private funds through registration fees and
sponsorships. The Chamber has contracted with the State of Montana for Kalispell's share of the lodging facility
use tax since 1987. And, in 2010, they began administration of the Kalispell Tourism Business Improvement District
under an agreement between the City, Kalispell hoteliers, and the Chamber.
The Discover Kalispell Team
President/CEO Chamber/CVB: Joe Unterreiner, ioe@kalispellchamber.com
Director/CVB: Diane Medler, diane@discoverkalispell.com
Group Sales Manager: Dawn Jackson, dawn@discoverkaIispelI.com
Sales & Marketing Assistant: Vonnie Day, vonnie@discoverkalispell.com
Visitor Services Coordinator: Meche Ek, info@discoverkalispell.com
15 Depot Park, Kalispell, MT 599011 406-758-2811 1 www.discoverkalispell.com
Purpose of Marketing Plan
The FY20 marketing plan serves to direct the initiatives and spending for Discover Kalispell and inform and
educate the board of directors, community stakeholders, Tourism Advisory Council and the City of Kalispell. The
Bed Tax and TBID funds work in collaboration to support this marketing plan.
TBID Renewal
The Kalispell Tourism Business Improvement District renews in June, 2020. The renewal process implemented
by Discover Kalispell in cooperation with the City of Kalispell will take place during the first half of FY20.
2018-2019 Highlights
Hosted the 61" annual Montana Spartan Race, bringing 7,946 registered racers and 2,150 spectators. 46
states and 5 Canadian provinces represented. 5,882 racers traveled at least 200 miles to attend the
race.
Put on the 2nd annual Montana Indoor Soccer Championships, a Discover Kalispell event that brought 45
youth teams from WA, ID, BC, Alberta, and across Montana in March.
Launched the newly designed DiscoverKalispell.com
Hosted state-wide youth sporting events such as Montana State Cup Soccer
Discover Kalispell's marketing campaigns garnered 13.2M impressions and 90k clicks to website.
:i Kalispell VIC processed over 10,500 inquiries
Over 3,000 room night book for group/meeting & convention business through Discover Kalispell
promotions.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 7
DISCOVER
Kalispell
Why Destination Marketing Is Important for Communities
Tourism is a competitive industry. When selecting a mountain community for a vacation destination there are
many states and cities to choose from. A destination can no longer assume that if they build it they will come.
Destination marketing organizations such as Discover Kalispell strive to implement a tourism promotion strategy
that over time will increase the competitiveness of the destination, and in turn increase revenues, taxes and
local employment. New residents often began as visitors creating a virtuous cycle of economic benefits which
begins with travel promotion.
Travel Marketing and Promotion Increased Visitor Trips
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New Jobs & Tax Revenues Additional Visitor Spending
Impacts of destination promotion for a community are far-reaching. Non-resident visitors spend $530M in
Flathead County per year (ITRR). Those dollars impact a wide range of local business including restaurants,
retail, hotels, outfitters and guides, groceries, gasoline, and rental cars.
Investment in tourism assets provides long term benefits. New businesses such as restaurants and breweries
are an important part of the local experiences visitors are attracted to, but are also enjoyed by residents. When
a community creates the right conditions for destination development, investment, and promotion, tourism is
an economic lever that supports a strong sustainable economy.
Discover Kalispell works as a community partner to support and develop community assets that are attractive to
visitors but also raise the quality of life for residents. Discover Kalispell's comprehensive regional and national
campaigns raise Kalispell's profile, which assists the community in receiving new and expanded air service, new
industries and employers, and the economic impact of recruiting conferences and events. Travelers' wants and
needs as well as their methods of trip planning are constantly changing. The promotional tactics used by a DMO
to reach potential visitors need to be current, effective, and genuine to the destination's local culture to garner
visitor engagement as well as support and buy -in from the local community. This is achieved with adequate
funding and organizational structure and expertise within the DMO.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 8
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Kalispell
The Montana Brand and Kalispell
Kalispell fits perfectly with the Montana Brand enabling Discover Kalispell to work cooperatively with the
Montana Office of Tourism and Business Development and other region and CVB partners.
More spectacular unspoiled nature: Kalispell is surrounded by 10 mountain ranges, a national park, two
national forests, one wilderness area, and the largest freshwater lake in the west.
Vibrant and charming small town: A vibrant downtown that merges historical charm with contemporary culture.
Breathtaking experiences by day, relaxing hospitality at night: Making waves on Flathead Lake, rafting
the Middle Fork, cycling the Going -To -The -Sun road, exploring 'The Bob', or viewing fall's dramatic transformation in
the Flathead National Forest. However you choose to spend the daylight hours, your evenings will be full of hearty
food and homey accommodations in Kalispell.
Discover Kalispell partners with MOTBD in joint ventures for digital and print campaigns and in FY20 will
participate in the Visa Vue program. Other cooperative projects include press trips and trade shows such as IPW
and IRU.
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Kalispell, Montana is a quick
and scenic 4-hour drive from
Spokane. Enjoy the fall colors as
you follow along the meandering
Clark Fork River prior to
reaching Flathead Lake. Kalispell
offers family -fun lodging options,
3 breweries and shopping in a
vibrant downtown, and close
access to Glacier National Park.
DISCOVER
Kalispell
NTANA
FY19 Fall drive market campaign creative
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 9
DISCOVER
Kalispell
The Travel Decision Process
Top reasons to travel: see new cultures and customs, experience the outdoors, conquer new adventures, have
time to think and reflect, create memories with friends and family. Whatever the reason and wherever you
decide to travel, the trip planning cycle is not always a linear path and includes several different stages.
During a traveler's quest for a one -of -a -kind trip they will encounter a'whole world' of options. Montana in
general and Kalispell specifically, are not necessarily top -of -mind destinations. To be part of a traveler's
consideration set means understanding the visitor that would be attracted to our destination and the travel
resources influencing their choices. Several studies have been conducted to gain insight into leisure travel
intentions, motivators and detractors based on the knowledge that American's don't take the vacation time they
have earned. A study highlighted in USTravel.org shows these top motivation factors by gender:
Female
Male
Relaxation
83%
77%
Get away from home
81%
73%
Experience different cultures
69%
58%
Experience different cuisines
62%
54%
Pursue a hobby
33%
19%
36%
28%
Participate in a sport
Several factors can attribute to the catalyst to decide to plan a trip such as a desire for escape, rest, adventure
or social interaction. An effective destination marketing campaign captures the attention of that motivated
traveler.
Stage 1: Inspiration — Dreaming
During the first stage of the planning cycle, travelers are gathering ideas and inspiration.
This is when the traveler either decides the type of trip they are interested in, or
researches destinations that fit the trip type they want. Cost of travel and availability of personal finances to
travel will impact the destination and type of trip chosen. Airfare and distance to travel to and within Montana
may impact the decision to select Montana. Consumers are checking an average of 38 websites before they
click 'book' making it harder for a destination to get noticed. (Expedia Travel Group)
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 10
DISCOVER
Kalispell
ONLINE BOOKERS INCREASINGLY ENGAGE WITH
TRAVEL CONTENT IN THE WEEKS LEADING UP TO PURCHASE
.......................................................................................................................................................
Number of visits to travel sites
Average Travel Site Visits per Week
made by bookers 45 days
{Number of travel sites visited per week, Oec'154eb' 16 aggregate)
before booking:
35.0
30.0
25.0
20.0
1.0
FV 140
10.0
5.0
Week 6 Week 5 Week 4 Week3 Week 2 Week 1 Week of
before before before before before before booking
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Messages: Speak to the desire for a trip that includes a mountain community, outdoor recreation, relaxation,
friendly -small town feel, and free -spirit adventure while also addressing safety, availability of modern comforts,
and dispelling perceptions of Montana being difficult to access. Include messaging in our promotions that shows
the affordability of a Montana vacation once they arrive and the unique experiences and memories they'll
receive (Glacier National Park, Flathead Lake). Highlight family -friendly events and activities. Tell an inspiring
story of what makes our community special. Most travelers are also considering the trip in the inspiration stage
and the budget continues to have a strong influence throughout the planning cycle.
Tools:
i► Destination websites — discoverkalispell, visitmt, glaciermt
Targeted content and search marketing
Discover Kalispell social media channels
Blogs, articles, and inspiring photos & videos — demonstrate the unique Kalispell culture
Sponsored content in targeting and retargeting campaigns
Emarketing to loyal fans — keep followers engaged
Travel shows —1:1 conversations with potential travelers in key markets
Earned media/WOM — let others tell your story
Stage 2: Orientation — Planning
"(27
The second stage of the trip planning cycle revolves around orientating themselves to the
selected destination or trip type — planning their memorable moments. This stage includes
deciding the dates of travel, learning about available activities, events, historical, cultural and natural
attractions, and setting the trip budget.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 11
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Kalispell
Messages: Highlight the diverse events and activities, downtown Kalispell, variety of dining choices, locally -
made products, and suggested outdoor itineraries. Soften the perception that they will be isolated (being
without common amenities) and the perceived challenges of harsh weather. Highlight local food, craft
beverage scene, arts and culture, recreation, and natural resources.
lining
Tools:
1� Website — Discoverkalispell.com
Consumer reviews and ratings on travel platforms
Be present on popular travel sites
Strong call to action in all content
Customized content for emarketing database
Local events calendars
Video to highlight events and activities so they can imagine themselves in the picture
Checklists to incentivize trip planning — i.e. 10 day -hikes within 30 minutes of Kalispell
Stage 3: Facilitation —Booking
J
Third stage includes making specific plans: booking activities and tours, making
reservations for transportation and lodging, checking weather predictions. Travelers do
their homework when deciding how to spend the moments of their trip. These 'hyper -informed' consumers
have amped their consumption of content across various media and devices.
Messages: Travelers are interested and motivated but probably have not finalized trip plans. To not lose them to
another destination, make it easy for them to book. Connect travelers with hotels and activity providers,
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 12
DISCOVER
Kalispell
highlight events during their travel dates, promote activities outside of Glacier National Park to extend the trip,
and make the transaction as smooth and seamless as possible.
Tools:
4 Mobile -friendly website
Lodging booking engine on DiscoverKalispell.com
Lodging and activity discount packages on DiscoverKalispell.com
Reliable sources for questions - VIC, travel guide, response to questions posted on social media
Season -specific and niche activity content on website and social media
Links to a variety of maps on DiscoverKalispell.com
Resources - i.e. list of boat rentals and guided tours on Flathead Lake with complete contact info
Visitor Information Center that's open year-round
Stage 4: The Experience
Travelers rely on mobile to get their bearings once arriving at a destination. Once
they are here, a destination and other tourism businesses need to be present with
resources on websites, apps, and social media, including a way to tap into local knowledge.
85% of leisure travelers decide on activities only after having
arrived at the destination (Google/lpsos MediaCT,"Traveler's Road to Decision," Aug 2015)
Stage 5: Sharing
q Hopefully you've created loyal fans to your destination and they'll be sharing trip
ty photos on social media and telling stories about their adventures at the next party and
family gathering.
Back to Stage 1 with the next traveler
2%
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 13
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Kalispell
Destination Marketing Industry Trends
Content — authentic and engaging content — is the strongest tool for a DMO to build engagement, advocacy,
and positive word of mouth recommendations. The key to engaging content is telling a story about your
destination and its local culture. The trends to watch when creating a content marketing strategy include:
1. IGTV and Instagram (IG) Stories: IG stories launched in 2016 and have grown 11 times faster
than standard Feed posts, and comprise 47% of all IG content by major brands (Block Party via
Destination Think). The introduction of IGTV switches a user's feed from square images to full -
screen vertical video. It is stated that 'Stories will soon outperform the traditional news feeds of
FB and IG in terms of engagement and growth' (Destination Think, 12/21/18).
2. Changing algorithms: social media platforms change their algorithms all the time. DMO's need
to consider a strategy that diversifies your channels and focuses on your organization's goals for
that platform. Facebook has become more about quantity and commercialization rather than a
place to connect with friends and family. Viewership has slowed in recent years while its ad
revenue jumped by 42%. (Entrepreneur.com, Whysocial media has become so toxic and what
to look for next)
3. Influencers: Not all influencers are created equal and can be difficult to determine who is a
high -quality influencer that will get your content out to your target market.
4. If the locals are supporting tourism and behind what the DMO is doing then it is effective to
involve locals in marketing campaigns to effectively convey the culture and vibe of the
destination.
5. Search engine optimization and search marketing are more important than ever. When
beginning to research a trip, 48% of North Americans use a search engine to conduct the initial
search. Additionally more than half of travelers under 34 use a general search engine to check
lodging prices and find the best deal. (Hearst Bay Area Blog, 7 Tourism Marketing Trends
Evolving in 2019). A strong content marketing strategy should go across all platforms and
include SEO/SEM marketing.
Real-time optimization of campaigns should be an integral aspect of marketing campaigns on any platform.
Understanding your audience, targeting, testing, adjusting, retargeting are a continual process during any
campaign. Messaging and content crosses all platforms, tying your brand and message together seamlessly the
entire way down the funnel.
The Travel Trends Report of 2019 by TrekkSoft highlights top trends for tour operators:
1. Last minute bookings are increasing: 'Bookings are generally made 13 days in advance. On mobile,
this window narrows to just 5 days.'
2. Advanced booking is preferred for multi -day tours. The report highlights a shift with multi -tours and
activities being booked further in advance as a preferred option for travelers.
3. Travelers are visiting new destinations: 22% of participants of the survey have seen a visible
increase of visitors from new destinations.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 14
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Kalispell
4. Requesting new experiences. Tour operators are receiving requests for unique, once -in -a -lifetime
experiences, mostly common amongst millennials. Ecological and educational tours are also in
demands.
5. Local history and culture experiences including walking tours continue to be a popular offering.
Destinations Analysts surveyed 831 meeting planners that represent a full spectrum of meeting and event
planners with experience in a variety of industries, including corporate (42.4%), national/international
association (42%), state/regional association (26.8%) and third party planners (25.6%), as well as those who
regularly plan city-wides and those solely focused on self-contained meetings (44.9%).
Top five most important components in measuring the success of a meeting or event, and the type of planned
who rated them the highest:
1. Attendee satisfaction - Corporate Planners
2. Number of attendee registrations - Association Planners
3. Client Satisfaction -Self Contained Planners
4. Overall meeting experience -Self Contained Planners
5. Achieving meeting goals - Self Contained Planners
Meeting Success Metrics -Overall
■ Ranked #1 Ranked#2
TOPTWORO%SOORE
CORP.
3RD PARTY
ASSOC.
SEtFCONT CITYWIDE
Attendeesatisfacticn � 19.5%
Attend-tisfactmir
44.7%
29.1%
26.5%
44, 0%
38, 2%
Number ofattendee registrations 0001 10.5%
Number of attendee registrations
35.6%
15.596
42.9%
32,496
35,3%
Client satisfaction 1l 9.4%
Dientsatisbi,tion
13.536
57.396
8.296
21,7%
21,6%
The overall experience of the meeting WNIP§ 11.1%
The Overall experience ofthe meeting
21.5%
18.3%
18.4%
22,8%
206%
Achieving meeting goals 11.8%
Achieving meeting goals
21.416
21.1%
20.4%
22, 3%
17,3%
Staying within budget EK 8.7%
staying within budget
17.8%
13.1%
12.2%
16,4%
12,4%
Profit margin i (4.3%, 3.9%(
Profit margin
8.3%
7.5%
22.4%
6.736
9.836
Cast savingsatiated
neg (3.4%, 3.7%(
Cost savings negotiated
6.2%
9A%
6.196
7.0%
6.5336
Dollar amount as a result from attendee registrations (3.1%, 3.5%(
Dollar amount as a result from attendee
7A%
4.796
4.1%
5.616
8.216
registrations
Number Di sponsorships/exhibitors 14.5%)
Dollar amount as result from sponsorships/exhibi[ors ■ [2.3%, 3.5%)
Number afsucro ehips/exhibit-
4.8%
4.7%
10.2%
4.316
8.216
Sold out room block 1 13.5%)
Dollar amount as a result from
7A%
3.8%
10.2%
4.836
7.5336
Sponsor/echihitor satisfaction 1 12.0%[
sponsorships exhibitors
Social media engagement and mentions (0.1%, D.6%)
sold out room block
516
Media trade/press coverage on event (0.1%, 0.4%)
sponsor/ezhihitor satisfaction
Social media engagemerltand mentions
2.9%
2.9%
0.7%
3.5%
3.3%
0.9%
6.296
6.1%
0.D96
1.3%
1.316
2.136
4.2%
4.256
0.396
Other 1 (1
Media/tradefpress coverage on event
0.2%
0.5%
2.09A
0.316
1.0%
0% 10% 2D% 3091 40% 50%
Other
0.7%
0.5%
D.D96
C.536
0.736
Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring
the success of a meeting or event? Please rank your top five. Base, 831 Completed Surveys
Top 5 most important attributes for a meeting location and the type of planner that rated the value the highest:
1. Geographic location -Self Contained Planners
2. Meeting facilities -Third Party Planners
3. Hotels -quality -Third Party Planners
4. Hotels -rates - Citywide Planners
5. Overall cost of holding meeting in destination - Association Planner
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 15
DISCOVER
Kalispell
While a CVB's role in the meetings process is largely described as a "one -stop shop" for destination expertise,
there is notable lack of specific knowledge of the many services a CVB provides.
Top five most important services that a CVB provides for mid -sized meetings and the planner that perceived
them to be the most value:
1. Printed destination guidebooks for attendees - Association Planner
2. Local events calendar — Third Party Planner
3. Digital marketing material —Association Planner
4. Personalized hotel selection assistance — Third Party Planner
5. Incentive packages to hold your meeting in that destination —Third Party Planner
Top -of -Mind Benefits/Services Offered by CVBs (OPEN-ENDED QUESTION)
CORP.
91tO PARFT ASSOC
S CONE. CHTWIN
Destination expertise
54,7% G[Anatipn eapertnx
Slot
U" RIX
%A%
SLen
Organ lst site visits 18.5%
cxaenin sae.a r:
34.7t
agar soar
=.I%
16.4%
I net At ive packages/fin anc It l assista net 17,2%
Inpen[He paaesKeeknoel a:enrance
.ar
asx zux
saax
Part. cr/adroate in matting planning 16.3%
Ad vertixin g/marketing/atten da nce building assets =15.7%
hrd�erlewourcmmeea.¢vWnnire
.e.r
vix tax
>,
% M
1eRx
Hotel/site selection assistance
■dve�rwvlr�wtrv�elme.darce b0d,ac.urn
sssr
1a.7t mat
16.1r
mail
Help sou rcing meeting venues 12.SF%
HpiMA-selen arunenee
mAr
uer mar
16.1r
aa7t
Help so rcing ve ots d—12.7%
map —Int—Mg venues
M%
ssr max
13A
IL7x
Collate r.Vd i— unts for attendees L2.0%
Map '°"`dnt—doo
1Lax
,sot max
DAN
ILVit
Hal with local contacts/connections L2.0%
cokm fdii ma k+r..om as
star
swr e.sr
mar
aoar
RFIR dixtribsnion resource 10.3%
Harp xrtnbol cdxa[[s/[onneaiwu
0-rx
o.sx 4sx
n,%
ar..ax
He l p negotiat i ne discou nts/incentives/rates 10.1%
RFPoMO—gyres -
MON&
mix max
17416
ILe
He I with on-s ite.erviees/staffing/assista nee tillillillill3,7%
Hap nettlt"ne
SA11 elm
s.sr
film
Help ma ki ne meeting afforda bit 6.6%
Helpw msre
saax
a.sx
ft F
Help panning ffsite events 6_0%
Helpmrlpratmeetn¢exwdaWe
yax
s.sx zox
ltw
79
One -stop shop/Main POC � 6.0%
Nnp pw.,kq VPx evens
5.7r
L1% vat
s.sr
5.9%
Ground era nspo nation assist a nee M 3.8%
one-smpsnpp/Mein PDC
ssr
Oat &I%
sat
C"
Activities/attract Ion s i AN rmaeion M43%
Events alcndar ■ 311%
rwwne nalsw«ramn asenannoe
■sx
ws
Lur
92M
33x
Re sta irant info rmaeion ■3,0%
Actlrninynrwrowe iewrruvan
x9x
LM ux
ux
x.ex
F[MaeNLMer
aoc
sat &1%
NPI
sat
0% 20%
40% 60% eesraeram nramamn
3.Ms
asx ur
Ltx
33x
Please thl nk of the value, benefits and services offered to meeting planners
by Convention & Visitors bureaus- What are the value, benefits
and services
offered by Convention &
visitors bureaus that first wme TO mind? base: 831 Completed Surveys
The biggest challenge that meeting planners remain to have is staying within the budget and identifying a
centrally located destination. CVB assistance is likely to be valued by those planners with budget restraints
and accessible location options. The free professional services through Discover Kalispell and expanded air
services avabilable in our area surprise many planners. Kalispell is the perfect meeting destination to
support our planners and grow conference attendance through: 1) our iconic location near Glacier National
Park and Flathead Lake, 2) quality lodging options, 3) incentive options, 4) assistance with attendance
promotion, and 5) our welcoming community.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 16
DISCOVER
Kalispell
FY20 Marketing Plan - Key Market Segments
Leisure — Consumer Travel Segment
Kalispell is a mountain destination community attractive to travelers for its friendly/small town feel,
community vibe and mindset, family -friendly accommodations and activities, affordability not found in a
resort mountain destination, and proximity to iconic outdoor recreation including Glacier National Park.
Consumer segment high potential visitors include family travelers, active matures, outdoor recreation seekers,
adventure motorcyclists, arts and culture enthusiasts, and sports event attendees.
10 Adventure motorcyclists take multiple trips per year and have a median age of 46. They spend nearly
$110 per day in Montana, mostly on restaurants and bars followed by lodging. Average length of stay
is 2.45 nights. Preferred routes are scenic routes and designated scenic byway/highway of which
Kalispell and NW Montana has several options. (ITRR Motorcycle Touring in Montana: A Market
Analysis, 2019)
Key Geographical Markets are Washington, California (Los Angeles), Illinois (Chicago), and Alberta. Year-round
promotions are targeted to Los Angeles, Chicago, Seattle, Spokane/CDA, and Calgary. Seasonal highlights are
focused to the drive markets of Spokane/CDA, Seattle, Calgary, and Lethbridge.
Emerging markets: Based on new non-stop flights to Kalispell, an emerging market for FY20 is Texas (Dallas).
Additionally, FIT group travel is a key market segment enhanced by Discover Kalispell's tour operator and
supplier promotions and partnerships with RMI and MOTBD.
" Kalispell's Glacier Park International Airport is served by five major airlines which fly to 13 major cities
(some seasonal).
Sports and Events Segment
Discover Kalispell has created and organized major destination events since 2012. While this continues to be a
key strategy in FY20 the Discover Kalispell grant program will be expanded to provide increased support for
events and other tourism assets produced by community organizations.
10 In 2018 and 2019 a partnership with Flathead Soccer Club
enabled Kalispell to host major soccer events providing Since 2012, �ISCOVer
measurable visitations in early June, expanding the peak Kalispell's signature
season increased occupancy. destination events have
" Discover Kalispell supports local academic leadership to
bring state-wide tournaments and events to Kalispell. generated $281VI In
In FY19 Discover Kalispell supported organizers to host a economic impact for the
large tribal event, as well as a variety of conference Flathead Valley.
events, press media events, and community events that
enhance the vibrancy of downtown.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 17
DISCOVER
Kalispell
Groups/Meetings & Conventions Segment
Kalispell has twenty two TBID hotels and ranges from 6 rooms to 170 rooms per property for a total of 1,946
rooms in market. My Place, opening June 2019 is a limited service hotel with 84 rooms (included in the total).
Larger flag properties in Kalispell include Hilton brands, Best Western, Radisson, Holiday Inn, LaQuinta,
Marriott and Red Lion.
Groups of 10-500 can be comfortably and adequately accommodated in Kalispell. The most common
group size is 50-150.
The two largest convention hotels can accommodate up to 280 rooms per night and have over 26,000
square feet of meeting space.
" Larger groups that require more meeting space can be easily arranged between the two convention
hotels, with the efforts of the sales team, meeting coordinator and Discover Kalispell. Many
affordable options for overflow rooms are located close to the convention hotels.
Along with the convention hotel space there are numerous unique venues in Downtown Kalispell that
also serve as part of Kalispell's cultural assets.
Destination choices are important to meeting planners to promote the maximum attendance. Trends by
Benchmark and Social tables indicate that unique and purposeful experiences rank high on attendee
preference. Groups are seeking post conference -hour adventures, pre and post excursions, and attendees
want planners to provide meaningful teambuilding activities during the meetings according to Meetings Today
Trends survey.
During FY18, 52% of
M&C Key Segment: Association continues to be a strong market
for Kalispell. It has been the most reliable and dependable market RFP s received were
largely due to the predictability of the rotation process, number of association, followed by
members and bylaws for state, regional and national. 17% corporate and 8%
Kalispell area was named the third -fastest growing micropolitan sports and events.
community in the nation for the second year in a row. Health care
expansion, manufacturing and tourism continue growing at a rapid pace for the Flathead Valley. Industry
professionals find it important to network with like-minded associates, to be a voice and advocate in their
industry, and be exposed to industry trends. Joining associations helps provide them with a competitive
edge, give insight and act as a resource to the organization.
M&C Geographical Market: Discover Kalispell has steadily been growing awareness and building
relationships with planners in the Puget Sound area and will build on that momentum. Seattle is the closest
major U.S. city to Kalispell. Other cities in the Puget Sound region include Tacoma, Olympia and Everett,
Washington.
In addition to only being an eight hour drive from Seattle, Glacier Park International Airport offers three
direct flights out of Kalispell daily and Amtrak train services from Whitefish. Seattle is often considered a
regional location for association conferences because of the proximity to the airport, city amenities and
coastal scenery. Kalispell offers the close proximity and city amenities however the differences are our
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 18
DISCOVER
Kalispell
mountainous scenery, friendly community, abundance of outdoor activities and all at a reduced out-of-
pocket expense.
Discover Kalispell attends trade shows that target Pacific Northwest meeting planners such as Connect,
Smart Meetings and MPI. Previous attendance at these shows has given Discover Kalispell the opportunity
to retain engagement with those planners through our quarterly M & C E-news and annual FAM trips. Small
Market meetings fits Discover Kalispell's critieria for both meeting size and the variety of planners. A new
show for Discover Kalispell in FY20 is MPI-Cascadia which focusues on the Pacific Northwest meeting
planners and has educational programs for both planners and suppliers.
Referral Program: The Bring it Home campaign is a referral program in its fourth year. It has proved to be
successful in bringing in conventions of up to 500 attendees. Locals receive a $10 gift card for every meeting
or group referral they give. Our local professionals are passionate about where they live and relieved there
are resources like the Discover Kalispell that can help support the group, both financially and as boots -on -the -
ground assistance. The Kalispell Chamber of Commerce continues to be a strong resource for Discover
Kalispell with their membership of over 700 businesses and associations. We are able to market the Bring it
Home program, educate our community about Discover Kalispell's services through luncheons, newsletters
and chamber staff.
Market Segment Occupancy Report: The majority of Kalispell's TBID hotels provide monthly market segment
occupancy data. The segments include Corporate, Events, Government, Group, Tours and Transient/Leisure.
Discover Kalispell compiles the information and utilizes the statistics for market strategy direction and keeping
apprised of Kalispell trends. For example, during FY17 the average corporate segment occupancy was 14% of
total and in FY18 it increased to 19% with increases noted in all quarters from the reporting hotels. This is
contributed to the retail, corporate and highway construction occurring in the Flathead Valley. Higher
transient occupancy was noted for those months and group percentages were higher compared year over
year, providing compression to non -conference hotels. Discover Kalispell uses the report to closely monitor
the tour group numbers with anticipation of steady growth as a result of the hosting International Roundup
and increased promotional efforts to domestic and international tour operators.
FY18-Annual Average Q1 Average Q2 Average Q3 Average Q4 Average
Corporate
19%
1 %
5%
7%
1 %
67%
Event
Government
Group
Tours
Trans ienfteisure
16%
24%
23%
20%
1%
1%
0%
2%
5%
6%
5%
5%
9%
4%
5%
9%
2%
0%
0%
0%
68%
66% 1
1 67%J
64%
L
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 19
DISCOVER
Kalispell
Tours Groups Segment - Domestic and International
Kalispell has the right elements, affordability and unique experiences to attract domestic, regional and
international tour companies, as well as clubs and specific interest hobby groups. Discover Kalispell will seek
out tour groups both domestic and international and clubs that focus on history, culture and local signature
events.
Kalispell hosted the 2018 International Roundup in April (IRU). It brought in over 40 tour operators to
experience Kalispell first-hand. The event had not been held in our area in over 20 years and the likelihood of
hosting it again won't come around for another 20 years due to the rotation process between states and
cities. The Montana Office of Tourism & Business Development contracts with Rocky Mountain International
(RMI), which is the organization responsible for IRU. They specialize in international tourism marketing and
PR. RMI works with Montana, Wyoming, Idaho, North and South Dakota. The countries that market this
region are United Kingdom, Germany, Australia, France, Italy, Benelux and Nordic and they all have a RMI
representative in each country.
Discover Kalispell markets to the group travel segment through tour operator media outlets and attending
industry shows including IRU, International Roundup, and IPW, International Pow Wow, in cooperation with
MOTBD and other CVB's and regions.
Communication to Key Market Segments
Discover Kalispell utilizes monthly, quarterly and annual campaigns to promote Kalispell as a travel
destination and to promote the professional services provided through Discover Kalispell for meeting
planners and tour operators.
Content marketing campaigns are ongoing through social media, search ads, website marketing, and travel
guide promotion. Seasonal campaigns promote shoulder season events and local experiences.
Attendance at consumer travel shows in the Calgary, Spokane and other markets generate new followers
and provide means to continue engagement with existing followers.
Discover Kalispell is an integral part of community conversations to keep stakeholders and residents
informed about tourism -related activities and the importance tourism plays in the local quality of life and to
be an advocate for protection of resources.
Quarterly e-news campaigns are sent to Discover Kalispell's consumer database, a targeted meeting planner
database, and a tour operator database of domestic and international tour operators. Each newsletter has
audience specific content and images.
The convention hotels and meeting room stats are featured in a downloadable Kalispell Meeting Guide
along with group specific information. The website provides a link to lodging packages associated with
Kalispell convention, sports and group rates, and the Meetings & Group section expands on services, unique
venues, and group meal planning.
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 20
DISCOVER
Kalispell
Discover Kalispell continues to educate the local business community and tourism stakeholders on the
economic impact attained through meetings and group business and this is achieved through presentations,
monthly newsletters, and incentives to refer a meetings and conventions through the Bring it Home
Campaign.
FY19 M&C Campaign — print media
is Discover Kalispell
O
Expederce a Montana Breakout Session' Registerfor a FAM trip today.
Cruise the crvsta€line waters of Flathead Lake, explore Glacier National Park,
experience farm -to -table meals alfresco, and best of all, Discover Kalispell_
Limited space available, register today: httpsJ&t-lyl2CVlkur
#discoverkalispeli
DISCOVER KALISP E LL COM
Register for a FAM trip today. Learn More
Experience a Montana Breakout Session'
FY19 M&C campaign — paid social
Discover Kalispell •••
4
Are you ready far your next great Montana vacation? g &p
Sign up for a free Discover Kalispell Visitor Guide - available in digital and
physical formats-
Gettheinsiders guide on the hest day hikes, scenic rides, Glacier National
Park, Flathead Lake, where to eat, where to stay, and much morel Sign up
below
F
-—rk
s;
Sign for a free Kalispell, Montana Visitor Guide
Enjoy Youmel€-
❑ISCOVERKALISPELLCOM Sign Up
FY19 Consumer campaign - retargeting
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 21
A
DISCOVER `�
Kalispell
FY20 Marketing Plan - Key Segments and Methods
Segment
Methods
Marketing Support
Research - STIR, Visa Vue
(supporting all segments)
Creative agency services
Discover Kalispell Grant Program (events and visitor enhancements)
Online booking engine — Kalispell lodging & activities
Website Marketing
Maintenance and enhancements
Search marketing — SEO and SEM
Consumer
Photo and video assets
Social media marketing
Media buy: print, digital and multi -media
Travel show attendance
Airport visitor display
Newsletter marketing
Travel guide, niche brochures and maps
Destination Event Development Montana Spartan Race
Montana Indoor Soccer Championship
Sales - Groups, Meetings & Trade shows
Conventions Meeting planner FAM
Group incentive program to secure events and conferences
Media buy: print, digital and multi -media
Newsletter marketing
Sales calls
Visitor Services
Kalispell Visitor Information Center
Customer service training
Annual travel guide and niche brochures
Cooperative Marketing &
Montana Office of Tourism & Business Development
Partnership Programs
Glacier Country
Glacier National Park and Flathead National Forest
Regional Chambers and CVB's
Flathead County Trails Plan
City of Kalispell Trail Crew — Core and Rail Project
Kalispell Downtown Association
Voice of Montana Tourism
PR and Publicity
Travel media press trips
Media events in key markets
PR services — proactive and reactive story pitches, brand content
Kalispell branded merchandise
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 22
DISCOVER
Kalispell
FY20 Marketing Plan — Goals & Objectives
Goals
1. Increase year-round visitations from non-resident domestic and international travelers.
2. Generate earned media for Kalispell in targeted U.S. and International markets.
3. Build relationships with visitors as demonstrated through increased usage, engagement and conversions
on media platforms.
4. Continue to position Kalispell as a sports and event destination by building relationships with state,
regional and national promoters, tournament directors as well as local organizations.
5. Provide sponsorships through the Discover Kalispell grant program for programs and services that
enhance the visitor assets and economy.
6. Promote Kalispell as a destination for domestic and international tour group travel.
7. Continue to build database and relationships with tour operators, domestic and international.
8. Continue to build database and relationships with active meeting planners in key markets and segments.
9. Promote Kalispell and the services that Discover Kalispell provides to local businesses and organizations
for meeting and convention referrals.
10. Play an active role as a voice for tourism in the state and the community through positive publicity and
outreach and involvement in the downtown and core area redevelopment projects.
Objectives
1. Increase occupancy at TBID hotels by 2% during FY20 (as measured by TBID collections).
2. Increase unique visitors to website by 15% over FY19. (FY18 = 172,178, 11% increase over FY17)
3. Increase visitor guide downloads on Discoverkalispell.com by 25%.
4. Increase consumer newsletter database by 10% over FY19 (equates to additional 1,370 opt -in
subscribers).
5. Measure the engagement of followers with Discover Kalispell social media channels through increased
retweets, comments, shares, clicks and conversions.
6. Host minimum of one press trip with travel media from key demographic or geographic markets.
7. Promote Kalispell for sports event travel through key industry publications and direct marketing to
tournament organizers and promoters.
8. Successfully produce KCVB signature events on budget and with increased room night pickup.
9. Increase database of qualified and interested meeting planners and tour operators by 30% over FY19
(equates to additional 356 opt -in subscribers).
10. Retain engagement of meeting planner and tour operator database through quarterly newsletters.
11. Attend two tradeshows to promote Kalispell as a meeting and group travel destination.
12. Host one meeting planner FAM of qualified planners who have never been to Glacier Country.
13. Connect and engage with meeting planners through one targeted advertising campaign.
14. Promote Kalispell to domestic and international tour operators through one advertising campaign.
15. Increase referrals to the Discover Kalispell Bring It Home program for a total of 40 referrals in FY20
(22 referrals in FY18).
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 23
DISCOVER
Kalispell
FY20 Marketing Plan - Operational Budget - TBID
FY20 Projected Revenue $ 658,000
FY19 Carryover $ 10,000
Total $ 668,000
Program Description Program
Project Total % of budget
Staffing Wages, benefits, employer expenses $244,500 37%
Operations $35,300 5%
Rent
$8,400
Bank Fees
$50
Phone
$2,800
Office Supplies
$1,500
Postage & copies
$2,500
Audit - City of Kalispell
$2,000
Audit - Chamber
$3,000
Accounting services
$3,000
City of Kalispell Assessment Fee
$5,000
Travel & entertainment expenses
$2,000
Tech support
$800
Equipment, software, furniture (purchase)
$1,000
Annual meeting
$2,000
TBID Directors & Officers Insurance
$1,250
Marketing Support
$80,700 12%
Smith Travel Reports
$6,700
Organizational Memberships
$4,000
Training and Education
$3,000
Research
$6,000
Grant Program
$15,000
Creative Agency Services
$40,000
Ares
$6,000
Website
$35,000 5%
Maintenance and enhancements
Website marketing (SEM-SEO)
$15,000
$20,000
Consumer Marketing
$75,500 11%
Photo and video library
$5,000
Social Media administration
$8,000
Media buy: print, digital, multi -media
$42,000
Travel show attendance
$5,000
Trade show booth display
$2,000
Airport visitor display
$1,500
EMarketing
$4,000
Travel guide and niche brochures
$8,000
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 24
DISCOVER
Kalispell
Events and Sports —Operation and Promotion $55,000 8%
Montana Spartan Race $30,000
Montana Indoor Soccer $25,000
Groups and M&C
$89,000 13%
Meeting Planner Shows
$20,000
Meeting Planner FAM
$17,000
M&C and Group incentive program
$18,000
Media buy: print, digital, multi -media
$16,000
EMarketing
$4,000
Group photo and video library
$2,000
M&C collateral
$2,000
Customer Relationship Mgmt System
$6,000
M&C memberships
$1,000
Sales calls
$3,000
Publicity
$53,000 8%
Travel media press trips/FAM $13,000
Proactive & reactive PR $35,000
Kalispell branded merchandise $5,000
TOTAL
$ 668,000 100%
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 25
DISCOVER
Kalispell
FY20 Marketing Plan - Combined Operational Budget - TBID and BED TAX
KCVB Combined Budgets FY'20
TBID Projected Revenue 5 658'000 Bed Tax Projected Revenue $ 140,OW
FY'19 Carryover $ 10,0D0 FY'19 Carryover $
Total $ 66$000 Total $ 140,@W
Program %of Program %of
Program Description project Total budget Project Total budget
Administration
Staffing 'Wages, benefits, employer expenses
Administration
1 $21,600
15%
$244,500
37%
Staff employer expenses
$11,000
Operations
$35,300
S%
Rent
$8,400
Rent
$2,400
Bank Fees
$50
Phone
$2,8W
Office Supplies
$1,500
Office Supplies
$700
Postage & copies
52,500
Postage & copies
$a00
Audit - City of Kaiispell
$2,000
Audit - Chamber
$3,000
Audit - Chamber
$1,500
Accounting services
S3,000
JAccountingservices
$2,500
City of Kalispell Assessment Fee
$51000
Travel & entertainment expenses
$2,000
Tech support
$800
Tech support
$300
(Equipment, software, furniture (purchase)
$1,000
Equipment, software &furniture (purchase)
51,000
Annual meeting
$2,OW
Miscellaneous
$2,400
TBID Directors & Officers Insurance
$1,250
Marketing Support
$W,700
129E
Marketing Support
$55,200
AIN
Smith Travel Reports
$6,700
TACf(3ov Conf
$800
Organizational Memberships
$4,000
VICstaff- yearround
536,000
Training and Education
$3,000
seasonal
$3,400
Research
$6,000
Opportunity marketing
$3,000
Outreach
$1,000
Grant Program
S15,000
Wayfinding
$4,000
Creative Agency Services
$40,000
Joint Ventures
$10,000
Ares
$6,000
Website
$35,000
5%
Website
$
Maintenance and enhancements
$1510M
Webs€te marketing (SEM-SEO)
$20,0W
Fulfillment
S
Fulfillment
$4,300
3%
Phone 1800 line)
$100
Postage
$4,000
Supplies
$700
Consumer Marketing
S75,5W
21%
Consumer Marketing
$31,900
23%
Photo and video library
$5,000
Photo and video library
$2,000
Social Media administration
$8,000
Social Media administration
$2,000
Media buy: print, digital, multi media
$42,000
Media buy: Print, digital, multi media
$231500
Travel show attendance
$51000
Travel show attendance
$2,400
Trade show booth display
$2,000
JP,inted Collateral
$2,000
Airport visitor display
$1,500
EMarketing
$4,000
Travel guide and niche brochures
$8,000
Events and Sports -Operations and Promotion
S55,nn0
9%
Events & Sports Promotion
$2,000
196
Spartan Race
$30,000
Event Promotion - press/media
$1,000
Winterevent
$25,000
Event Promotion - pr€nt, digital, multi -media
$1,000
Groups and M&C
$8910W
13%
Group and M&C
$22A00
16%
Meeting Planner Shows
$20,000
Media buy: Print, digital, multi -media
S30,000
Meeting Planner FAM
$17,000
Group Marketing Personnel
$12,000
M&C and Group incentive program
$1810W
Media buy: print, digital, multi -media
$16,000
EMarketing
$4,OW
Group photo and video library
$2,M0
M&C collateral
$2,000
Customer Relationship Mgmt System
$610W
'
M&C memberships
$1,000
Sales calls
$3,W0
publicity,
$53,000
g%
Publhdty
$ -
Travel media press trips/FAM
$13,0W
Proactive & reactive PR
$35,000
$5,000
TOTAL
Kalispell branded merchandise
TOTAL
$ 668,000
100%
$141,1011
100%
Kalispell Chamber of Commerce/Convention & Visitor Bureau -- FY 2020 Marketing Plan 26