01-15-14 TBID MinutesBoard of Directors M eeti ng
Kalispell Tourism Business Improvement District
Brannigans Restaurant — Upstairs M eeting Room
Jbnuary 15, 2014
1:00 — 5:00pm
Minutes- Strategic Planning Session
Board Members Present: Lisa Brown, Gib Bissell, Janet Clark, Chris Walters, Dan Moderie, Angie Bowman
Board Members Absent: Lori Fisher
Staff Present: Diane Medler, Fbb Brisendine, Joe Unterreiner
Guests Present: Christine Mays— Guest House Inn & Suites; Hannah Williams— Travelodge; Karena Bemis— Hilton
Garden Inn; Cott Reke— Best Western Fiathead Lake Inn & Suites; VUnnie Elorli — Blue & White Motel; Jon Fetveit —
Hilltop Inn; Kent Lembke— Glacier Fudge Suites; Pam Carbonari — Kal Downtown Assn & Business Improvement District
Meeting was called to order at 1:10 RVl .
1. Hear from the public— none
2. Board Action
a. Approve sponsorship commitment to Glacier Ate: Glacier AERO is an initiative organized to
promote programs designed to expand commercial air service to GR. Board is comprised of tourism
and business representatives. Funds collected will be used as revenue guarantee to attract flights
based on markets identified by group. 9milar projects exist in Jackson Hole and Bozeman.
Increasing flights and potentially decreasing costs is a high priority to bringing in groups and
increasing leisure travel to Kalispell. Information on other pledges made thus far was shared with
the board. Elaff recommended a sponsorship similar to Whitefish C B of $10,000. Chris pointed out
that based on the size oft he TBID budget and potential of growth he agrees with the proposed
amount and would anticipate increasing that in the future.
Action: Motion was made by Janet Clark to approve a $10,000 1-year commitment to Glacier Ate.
Motion seconded by Chris Walters. Discussion: Angie is familiar with the similar program in Jackson
Hole and has seen the successes they have achieved because oft hat bank of funds.
Board approved unanimously.
b. TBID financial statements for November 2013:
This item was inadvertently skipped. It will be moved to the February 5, 2014 agenda.
3. srrategic Ranning 9?ssion
a. Review of 2011 Strategic Plan and pre -meeting survey:
Highlights from the 2011 srrategic Ran were provided as handouts and reviewed by Diane. The
characteristics of typical visitor to Kalispell as identified in 2011 was congruent with our data over
the past couple years. This was compared with asnapshot of 2013 Rat head County Tourism data
from ITRR The strategic plan had identified the limitations of Kalispell in the eye of avisitor and
what Kalispell can improve relative to marketing tourism and the visitor experience. The itemsthat
were identified through the pre -meeting survey as items to continue to focus on were:
• Not enough to do in Kalispell to stay longer than 1 or 2 nights
• Downtown not pedestrian friendly
• Nightlife is minimal —need venues for music and other activities
• Airfarestoo high
• Lack of transportation between venues (local)
• Need for larger multi -purpose event facility
• Better promotion and sharing of events and information within the Valley
The group reviewed the marketing initiative milestones laid out in the 2011 plan. First year and
Sacond year goals have been completed. Improved ground transportation and universal events
calendar were two items not addressed.
b. Review of key initiatives and fi nancials 2010-2013:
Fbb reviewed the key initiatives completed by the KC\/B between 2010 and 2013. (see attached list).
Financial report was distributed outlining the annual projected and actual revenue and quarterly
collections as compared to previous year. Fl2012 saw a 4%increase in revenue, Fl2013 a 5%
increase.
a Meetings& Conventions:
We haven't been able to generate what we'd hoped so recommend that we scale down our focus
and concentrate on regional business, drive markets. Lack of airline service isa barrier. Additional
personnel is needed to effectively farm meeting/ convention business. Can attract businessin
shoulder months, October and June. Concern that there is not much benefit to hotelsthat don't
have conference space. Others felt that conventions create compression, good for all. 99%of those
who book conventions have been here as a vacationer. We need to put a remi nder in front of them
— consider Kalispell for your next association or company meeting. Need to improve communication
with planner. Takes 3-5 years to build, don't abandon our efforts.
Action Items:
• Scale down our focus— concentrate on drive market
• Promote locally to visitor and business
• Improve communications with meeting planners
• Personnel resources needed
d. Events and Sports Tournaments:
Events are positive for our community, creates return visits. Would be nice to see venues in
Kalispell. Good effortsto get attendees back to Kalispell. Process for awarding location of event
ancillary activities discussed. SDme locations are selected because it is part of a sponsorship
agreement — Sportsman Pre -Game event for Spartan based on $7,500 sponsorship. Group agreed
that information needsto be provided to TBID asto why ancillary activities aren't held at hotels.
KOJB planning 41" signature event. If events are primarily managed by promoter (such as Spartan)
that enables usto bring in a higher number of larger events. Elate rodeo finals isalmost another
event. Administrative support needed to do anymore than already scheduled. 4t signature event
should fall between November and April. We are pulling from a small pool for sponsorships (local
businesses) that get spread out to our signature events. Also have the KO\/Bevent grant program.
In addition to a4t" 9gnature Event can increase amount of available funds to support smaller events
that show strong out of market growth and potential. Lack of event facilities isa challenge.
Action Items:
• 41" 9gnature Event occur between November and April
• Event ancillary activities— solidify policy and direction
• Increase KGVBgrant program to support sports tournaments and other events
• Personnel resources needed
e. Consumer M arketi
Need to push out information about what's going on. Need to continue to allocate fundsto keep up on
new trends to reach consumers. Travel shows not as effective as online marketing. Need to be selective
about markets— Calgary appears to be wort hwhilefor shows. Focus on Canadians and skiers to
BlacktaiI Mountain. Focus on Kalispell being the hub of the valley in the winter. Create destination
packages with tickets for both ski resorts. Need to talk about creat i ng t ransportat i on options from
Kalispell to ski areas. BlacktaiI bus, coordinatingashuttIewit h all hotels, doing package deals with
Blacktail, coordinating transportation to WMR Cross promote with Canadian destinations/ coordinate
around Canadian promotions.
Action Items-
• Universal events calendar push out locally
• Push Kalispell discovery in every direction messaging in Winter more heavily
• Create winter destination packages/ promotions
• Create transportation options from Kalispell — Blacktail
f. TBID Expansion:
If expanded outside the city could lose governance of the dollars, could lose focus on Kalispell. Wait to
expand, focuson Kalispell. Elill work to bring La Quinta into the TBID as Associate Membership. Should
we expand to other types of businesses? Better to have them as sponsors. Billings brought in
restaurants, fee was 25 cents per check. Could they be members of TBID/ GVB? Discussed how that
would be different from Chamber membership. Group interested in fee increase? Wouldn't take place
until next fiscal year. Group agreed to stay with current fee level at this time. Based on identified need
to increase personnel (discussed in previous segments) group discussed what type of help is needed.
Administrative to work on farming group leads, events and other admin duties. Pboommend full time
position be funded as long as budget allows. Group agreed. Others agreed to assist in encouraging
LaQuinta to come on board. Diane to provide contact information for regional manager (which is
understood asthe level not in agreement thus far). Defer discussion of additional membership types
and fees. Good project for the board to research for possible implementation.
Action Items-
• Approved increased administrative staffing — based on what budget allows
• Work to bring on LaQuinta as Associate Membership
g• Recap:
Key action items identified in above discussion segments.
Other discussion included TBID/ KCVB's role in working towards multi -use facility. Our role should be to
monitor any efforts in that direction and keep the board updated. Current discussions surround
looking at Opera House above Western Outdoors and a group at the college working on a performing
arts center.
Meeting was adjourned at 4:45 RVl
R-,spectfully Sibmitted: Diane Medler
For Further Information, Rease Contact
Lisa Brown, Board Chairman lisa.brown@redlion.com or 406-751-5064
Diane Medler, CUB Director, dianem@kalispellchamber.com or 406-758-2808