03-24-21 Tourism Business Improvement District MinutesBoard of Directors Meeting
Kalispell Tourism Business Improvement District
Wednesday, March 24, 2021
3:00 – 5:00 pm
Location: Board of Directors in person at Kalispell Chamber
Guests – online access via Zoom
Board Members Present: Bryce Baker, Robert Hall, Zac Ford, Britta Joy
Via Zoom: Dawn Henderson and Noelle Barr
Board Members Absent: Emily Schroeder
Staff Present: Lorraine Clarno, Diane Medler, Dawn Jackson, Vonnie Day, Kate Lufkin
Guests: John Schmidt, District 1 Construction Engineer for MDOT; Amy Aiello, Big Sky PR
MINUTES
The meeting was called to order at 3:00 pm by Vice-Chair Bryce Baker.
1. Hear from the Public – Kate Lufkin shared information about the Workforce Flathead Opportunity
Fair in April. Sessions April 12 – 16 will be devoted to Tourism, Hospitality and Retail employment. Kate
asked board members about their summer staffing situation. Most are cautiously optimistic. All agreed
that no-shows for interviews and jobs are a serious problem.
2. Discussion with MDOT and Big Sky PR about summer highway construction projects:
• MDOT and Big Sky PR are working on an interactive map of all road projects going on in
the Flathead Valley this summer.
• US Highway 2 Pavement Preservation Project includes Hungry Horse to Stanton Creek.
• Kalispell concrete rehab, finishing up projects located on Main and Idaho Streets.
• Kalispell ADA project – upgrading intersections from Meridian to the underpass, south
of the Courthouse.
• Foy’s Lake roundabout, building bridge, overpass and ramps.
• Highway 2 to Springcreek/Dern roundabout.
• Billboard and electronic signs will be posted to alert travelers about the Hwy2 – Hungry
Horse to Stanton Creek road construction.
• Highway 206 – widening and flattening slopes.
• Big Sky PR will do a weekly email and text updates, daily phone updates, radio ads for
real time updates.
3. Board Action
a) Approval of minutes from February 24, 2021
Motion was made by Zac Ford to approve the minutes. Motion was seconded by Robert Hall.
Discussion: none. Board approved unanimously.
b) Approval of TBID financial statements for February, 2021
Motion was made by Noelle Barr to approve the financials. Motion was seconded by Zac Ford.
Discussion: none. Board approved unanimously.
c) Approval of FY22 budget
Motion was made by Britta Joy to approve the FY22 proposed budget with two changes under
Publicity: increasing travel media press trips/FAM by $2,000 for a total of $10,000 and
decreasing PR – agency services, Meltwater, misc. by $2,000 for a total of $35,000 (a zero net
change). Motion was seconded by Zac Ford.
Discussion: There have been cost savings in the current fiscal year such as the PPP and other
CARES Act Grant funds. That savings will result in unspent funds in FY21 which will rollover to be
reallocated in FY22. Total rollover amount will be confirmed in August or September.
d) Approval of FY22 marketing plan goals, objectives and target markets
Motion was made by Zac Ford to approve the FY22 marketing plan goals, objectives and target
markets. Motion was seconded by Robert Hall.
Discussion:
Consumer and Event Marketing Goals and Objectives
Many of the same strategies as FY21 with the addition of developing Kalispell as a more
inclusive destination, e.g. showing diversity in marketing materials, getting input from the local
ADA community and use of mobile location data to understand the changing visitor
demographics.
M&C Goals and Objectives include
• build our database
• promote services to local key professionals
• educate community about the economic impacts of meetings
• get more meeting referrals
Group Goals and Objectives
• increase number of DK LinkedIn followers
• host individual FAMS, virtual and in-person
• build relationship with Montana associations
Key and Emerging Markets
• For consumer travel, key segments are much the same except for the emerging segment
of travelers who are new to outdoor recreation. Various data are used to track
geographical markets and identifies trends such as credit card spending, mobile location
data, and passenger origination data from the airport.
• M&C key segment: state, national and regional associations. Geographical market:
Montana, Pacific Northwest region
• Group Tour & Travel key segments: domestic tour operators looking for niche travel,
international tour operators promoting outdoor recreation, national parks, cultural and
historic experiences. Geographical market: domestic group coordinators and tour
operators are focusing on destinations in the U.S. versus international due to travel
restrictions.
• Destination Stewardship key segment: non-resident visitors currently in Kalispell/NW
Montana. Promote safe travel and responsible recreation including current health
guidelines. Promote things to do outside GNP during the summer months to help
alleviate overcrowding that the park is experiencing.
Board approved unanimously.
4. Board Discussion
a) Event and grant updates
• AA State Wrestling Tournament March 5 – 6 room night estimate was more than 540
• AAU Wrestling Tournament took place March 19 – 21, was well-attended with more
than 1,200 participants.
• Once Foy’s to Blacktail completes their signage project this spring, they will submit a
final report so they can receive the remaining $205 in grant funds.
• Spartan Race
o Volunteers are needed for the beer garden.
o A non-profit group is needed to manage on-site parking Saturday in exchange for a
donation.
o As a COVID precaution, there will be no spectators and no kids race this year.
• Indoor Soccer
o Discover Kalispell has communicated with Nate Evans and his partners that our
organization won’t be involved in the same way with the event going forward. We
suggested our event grant as a possibility.
o Nate was notified that there will be a cost if they want to use the website, logo and
other brand assets. Expenditures are under review to determine a dollar amount.
b) Marketing and operational updates
• STR Report: February occupancy was up 5% over February 2020.
• Kalispell performed well compared to comp set. Many were down significantly.
• Diane will testify Friday morning on SB 355. TBID members are encouraged to contact
legislators about legislation related to tourism.
c) Group, M&C updates
• Group inquiries are beginning to roll in again
• Dawn coordinated RFP’s for the Kalispell Lakers
• POMA has confirmed that they’re returning in 2022
• The Hotel promotion is almost finalized. 100 visitors will receive an annual National
Parks pass for booking a 3-night stay in a Kalispell hotel. Reservations must go through
aRes. We’ll be able to communicate with visitors prior to their visit to let them know
about the park’s ticketed entry system. It provides an additional touch point. The VIC
will be the pick-up location for the passes. The Abbi Agency has created a landing page
for the promotion.
• The Abbi Agency did a Meetings Today eblast.
• Dawn is taking a class on virtual event management covering topics like meeting
technology, data, security, logistics, etc.
Other updates:
• Northwest Travel and Life featured fly fishing in Kalispell, Sherman Lodge and True
Water Fly Fishing in a recent article.
• The Abbi Agency won a gold award for DK’s instant experience ad in the Reno Chapter
of the Addy Awards. The project is now entered in the regional competitions in the
hopes to win gold again and move on to national competitions. It’s great exposure for
Kalispell.
• The new visitor guide will arrive next week.
Meeting was adjourned at 4:49 pm.
Respectfully submitted: Diane Medler
For further information, please contact:
diane@discoverkalispell.com or 406-758-2808