C1. TBID 2014 Year in Review - January 2015400A411161-
Kai ispell
Awarded
Montana High School Rodeo Finals
2014 & 2015 with third year option
KALISPELL CONVENTION
& VISITOR BUREAU
39 4 Events
Produced four highly successful events
in the shoulder and winter months
Over $5 Million
Dollars of economic impact generated
from the 2014 signature events
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7
Grants :
Awarded from MT Department
of Commerce
■ Special Event Grant (S PEG)
MT Pond Hockey Classic - $8,760
■ Tourism Infrastructure
Improvement Program (T I I P)
Kalispell city-wide Wayfinding - $63,100
■ Visitor Information Center
Funding Grant - $4,800
Tourism At A Glance
■ In 2013 11 Million visitors came to Montana
and spent $3.62 Billion
■ Over the past 5 years visitations have
increased b% and expenditures have
increased 37%
■ $518,202,000 spent by non-resident visitors
in Flathead County per year (see chart)
TOP 5 EXPENDITURES
Retail01. Sales
I rotori �5
STAFF
Joe Unterreiner, Executive Director
Diane Medler, Director
Vonn i e Day, Administrative Assistant
Toni Moon, Visitor Center Coordinator
BOARD OF DIRECTORS
Chris Walters, Chairman, Hatton Garden Inn
Vanessa Nordahl, Vice -Chair, Hampton Inn
Janet Clark, Treasurer, Kalispell Grand
Lisa Brown, Red Lion Hotel
Gib Bissell, Aero Inn
Dan Moderie, Super 8
FINANCIAL
OVERVIEW
TBID COLLECTIONS
FY'14 (July 1, 2013 - lone 30, 2014)
FY'15 (July 1, 2014 - lone 30, 2015)
$660,603
NCVB Total Budget
$550,000 $110,603
TBID Projected Revenue Bed Tax Projected Revenue
10 KCVB 1 TOURISM BUSINESS IMPROVEMENT DISTRICT ANNUAL REPORT 2014
VACAMAX3XG EVENTS
wig
Video
Produced it
"Winter Discovery
In Every Direction"
bit.ly/D iscove rKal ispel IWi nter
Advertising
MARKETING KALISPELL
Our marketing strategy serves to deliver a consistent brand message and outstanding
visuals to promote our destination and make a measurable impact on visitations during
the shoulder and winter months. Our target market consists of adventure travelers
and Geotravelers who like to mix their outdoor adventure with culture, history and a
charming small town experience. Today's traveler is looking for unique experiences that
connect them with the destination in a way that is authentic. GNP, Flathead Lake, and
the vast availability of outdoor recreation in NW Montana offers unlimited adventure.
In the center of it all lies Kalispell, a friendly community with historic charm, affordable
adventure and soul -stirring beauty.
DiscoverKalispell.com
■ Average 9,048 unique visitors per month — 28% increase over 2013
■ Average 25,118 page views per month
■ 71 % of visits from US 26% from Canada
■ Mobile visits: 92% increase in visits from mobile devices
47% increase in visits from tablets
Enhancements:
■ Full site audit to correct and update content, images and links
■ Partial redesign of home page
■ Migrated to new CMS system
■ Created blog to repurpose and promote articles
■ Created fall and winter landing pages for consumer media campaigns
Online advertising campaign heavily weighted to fall
and winter promotion. NW Travel Magazine, Orbitz,
Trip Advisor, Google Ad Network, Spokane Review.
Chicago, Calgary, Idaho and Washington were
primary target markets.
MESSAGING:
■ Two great ski mountains, one affordable ski town.
■ Classic western skiing: short lift lines, open runs,
and affordable lodging and lift tickets.
■ Why choose one ski resort?
There's more to Kalispell than just great skiing.
■ Discover affordable lodging and dining minutes from Whitefish Mountain Resort
and Blacktail Mountain.
■ Feel like the creamy center between two tasty ski resorts.
Discover Kalispell
29,000 followers
Hisit Kalispell
(Discover Kalispell)
F3"he
Discover Kalispell
KCVB /TOURISM BUSINESS IMPROVEMENT DISTRICT ANNUAL REPORT 2014 e.,
Public Relations
October 2014 press trip hosted by the
KCVB generated $219,817 in earned media
value with a circulation value of 5,609,1 1 1.
Articles appeared in major publications
such as Country Magazine,Via Magazine
(AAA), Canadian Geographic Travel,
Dreamscapes (Canadian travel publication),
Farm & Ranch Living,The Insider Mag.
Publications
Visitor Services
■ Sponsored SuperHost training forVIC volunteers and community businesses
■ Sponsored Social Media Workshop for Chamber and TBI D members
■ Expanded summer and holiday hours at the Visitor Information Center
— open weekends June - September and major holidays throughout the year
........................................................................................
2014 Shows & Events
■ Calgary outdoor & Adventure Show, March
15,400 attendees from Calgary and surrounding area. Interested in travel,
hiking, canoe & kayaking, travel photography, running events and family
outdoor activities.
■ Calgary Women s Show, October
Fourth year attending this show which continues to provide a great opportunity
to educate Calgarians on the shopping opportunities available in Kalispell. Also
to defuse the perception that Great Falls is closer and has more to offer. We
have seen an increased awareness of our destination since we began attending
the show.
■ Media Events: Portland, Seattle and San Francisco
20+ travel media attended each event. A private reception at a local western or
Montana themed bar or restaurant. Enabled Kalispell and partners to introduce
our destination to key travel media journalists in each of those cities.
■ I M EX America, Las Vegas, October
Partnership with Glacier Country and the
Missoula and Whitefish CVB's. One-on-one
appointments with qualified planners booking
for incentive and other group types. Offered
$10,000 destination credit for new conference
in 2015 or 2016 of 300 minimum realized roc
nights and property specific F&B minimums.
■ TGO Ice Fishing Contest
Kalispell CVB partnered with Tom Gruenwald of TGO Fishing (Sportsman Channel)
to promote a contest to win a Kalispell Montana backcountry ice fishing trip
with Tom Gruenwald. Contest ran between Nov I and Dec 31, 2014. 1530 entries
received. Trip date is Feb. 22-26, 2015. Contest was promoted at winter sports
shows in Minnesota,Wisconsin and South Dakota. Kalispell received 30 second
commercial and other promotion on Sportsman Channel.
Signature Events/Tournaments
6
■ 246 hockey games were played by 51 teams on 15 inches of ice on Foys Lake
■ 856 pucks used, 86 volunteers, 500+ room nights created forTBID properties
■ A total of 3,200 spectators and participants over 3 days
■ 90% of the participants and 65% of spectators were from out of market
■ $632,613 of economic impact created by the event
Spartan Sprint:
o� 5,500 racers registered, boo kids, 80% out of market (increased from 64% in 2013)
P- 1360 room nights created in Flathead Valley
0, 6,800 non-residents were in attendance
■ $1,709,180 economic impact was created & spent in the Flathead Valley from this event
Montana■ • ■ ■ ■3-8,2014
_,,a
■ 235 competitors participated in 491 events
■ 98% out of market, over 100 Montana towns/cities were represented
■ Estimated 500+ room nights generated to TBID properties
■ $1,072,536 economic impact generated from the event
■ 73 teams (1825 paddlers), 3500 spectators, 47% of teams from out of market
■ 91 % stated the event was primary reason for travel to Flathead Valley
■ Event created 1,600 room nights for TBI D, weighted to economy properties
■ 98% overall event satisfaction and return ratio
■ $1,763,775 economic impact generated from the event
The Institute for Tourism and Recreation Research at the University of Montana compiled the spending
and performance data from intercept surveys to help identify the values.
A Snapshot of 2015
Western B Basketball Tournament
Feb 25-28
Montana Pond Hockey Classic
Feb 20-22, anticipate 64+ teams
Winter press trips
Feb 24-28 four winter adventure sports
journalists will experience Kalispell, ski areas
and Glacier National Park.
Mar 4-8 editor of National Parks Traveler
will experience Kalispell and winter activities
in Glacier National Park.
Montana Spartan Race
May 9 - Spartan Beast l May I 0 - Spartan Sprint
8,500 participants anticipated
Montana High School Rodeo Finals
June 10-14, 2015
Montana Dragon Boat Festival
September 12-13, 2015
Possible venue change to Lakeside
City-wide Wayfinding project:
Consumer Marketing: Push Kalispell
Discovery In Every Direction messaging
through winter destination promotions,
and create a strong connection with
Blacktail Mountain through transportation
and packaging. Develop and promote a
universal events calendar.
Meetings & Conventions:
Scale down focus to regional and drive
markets for shoulder season business.
Promote locally to visitors and businesses.
Improve communication with meeting
planners.
Events & Sports Tournaments:
Look for a fourth signature event to occur
between November and April. Solidify
policy for event ancillary activities. Increase
KCVB grant program to support sports
tournaments and other events.
TBID Expansion: No expansion of
TBID district or fee at this time. Approved
increased administrative staffing for events
and M&C based on budget capacity.