H03. Resolution 5767 - TBID Work Plan & BudgetCity of Kalispell
Charles A. Harball Office of City Attorney
City Attorney 201 First Avenue East
P.O. Box 1997
Kalispell, MT 59903-1997
M1a J)
TO: Doug Russell, City Manager
FROM: Charles Harball, City Attorney
Tel 406.758.7709
Fax 406.758.7771
charball@kalispell.com
SUBJECT: Resolution No. 5767 — A Resolution Approving the Work Plan
and Budget of the Tourism Business Improvement District
MEETING DATE: August 15, 2016 — 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 the
offered resolution to be effective as stated in the resolution.
ALTERNATIVES: Upon consideration of the proposal the Council may reject the
resolution.
RESOLUTION NO.5767
A RESOLUTION APPROVING THE WORK PLAN AND BUDGET FOR THE FISCAL
YEAR 2016-2017 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 I. 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
2016-2017.
SECTION II. The proposed assessment formula of the Tourism Business Improvement
District is hereby approved and adopted for the fiscal year 2016-2017.
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 15TH DAY OF AUGUST, 2016.
Mark Johnson
Mayor
ATTEST:
Aimee Brunckhorst, CMC
City Clerk
KCVB TBID Budget - FY'17
TBID Projected Revenue $ 525,000
FY'16 Carryover $ 49,000
Total $ 574,000
Program Description .Program
Project Total
Administration
Staffing $227,000
Operations $27,250
Marketing Support $8,500
Smith Travel Reports $5,500
Memberships & Education $3,000
Website
Maintenance and enhancements
SEO & SEM
$18,000
Consumer Marketing
$86,750
Photo and video library
$5,000
Social Media admin & advertising
$12,000
Creative services
$20,000
Media buy: print and online
$30,000
Travel show attendance
$2,500
Trade show booth
$1,500
Airport displays
$750
EMarketing
$5,000
Visitor guide and niche brochures
$10,000
Events and Sports -Operations and Promotion
$118,500
Dragon Boat Festival
$30,000
Spartan Race
$23,000
Pond Hockey
$30,000
Other event & sports sponsorships
$14,500
Event Operations Management
$21,000
Groups and M&C $58,000
Meeting Planner Shows
$10,000
Meeting Planner FAM
$12,000
Meeting planner incentive program
$15,000
Group photo and video library
$6,000
M&C guide
$7,000
Customer Relationship Mgmt System
$6,000
M&C memberships
$1,000
Sales calls
$1,000
Publicity $30,000
Travel media press trips/FAM $13,000
Proactive & reactive PR $16,000
Kalispell branded merchandise $1,000
TOTAL $ 574,000
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The Flathead Valley gets to the heart of what Montana is all about — breathtaking landscapes and
peaceful vistas surrounding a vibrant economy that is a rising star in the region.
In a valley busting with adventure and opportunity, Kalispell is the historic, economic and government
center. It boasts a wide range of leading industries —tourism, agriculture, manufacturing, and health
care —that are tucked between towering mountain ranges, the largest freshwater lake in the West and
the famed Glacier National Park. One of the fastest growing cities in Montana, Kalispell blends its "Old
West" roots to its modern identity as a small town with global reach.
Kalispell is a place where historic character converges with contemporary culture. Up and down Main
Street and radiating for blocks to the east and west, today's vibrant downtown core offers a lot more
than just window shopping and architecture gazing. The dining scene is full of casual sophistication,
storefronts open their doors and welcome passersby for events that showcase wine and art displays or
musical acts, and the community is filled with artists and artisans from musicians and singers to painters
and sculptors.
Living here means adventuring. Hiking and camping throughout the idyllic Crown of the Continent.
Skiing knee-deep powder at one of the largest resorts in Montana, riding miles of single-track on a
mountain bike, casting a homemade fly at the silver sheen of a trout or paddling one of the 500-plus
lakes that fill this corner of the state, including the crystal-clear waters of Flathead Lake.
What's best about Montana, Kalispell has it.
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Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 12
2015 Nonresident Data
for Kalispell
22% of groups all first time visitors
62% of groups with all repeat
visitors
53% stated primary reason for trip
is vacation.
Of those who had visited Montana
before, 42% said their last visit was
less than one year ago
24% flew on a portion of their trip
Top Entry Points:
2015 - Superior, West Yellowstone
2014 — Superior, Rooseville
Residence of Origin:
2015 - WA, CA, OR, ID, CO
2014 - WA, BC, OR, MN, AB
Lodging:
2015 - 48% stayed in hotel/motel;
22% home of friend/relative;
6% rented cabin/ home
2014 - 61% hotel/motel;
18% home of friend/relative;
4% rented cabin/home
Flathead County
Nonresident visitors spent $668
million in 2014, the highest level
of all counties. (ITRR)
Top 5 Expenditures
/"\ 2. ReMenat
1. Retail Sales
Nonresident Travel is 20% (the
largest single category) of _
Flathead County's economic base. 5.Hotel
(BBER)
State of Kalispell
3. Gasoline
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U1
j` 4. Groceries
• During 2015 Kalispell saw growth in the financial, healthcare and
hospitality sectors with new construction and acquisitions.
• The retail sector saw growth both from national brands such as
Dress Barn and Ulta and a strong influx into our historic
downtown core with businesses such as The Toggery and Sage
& Cedar.
• Construction began on the final $34M segment of the bypass
which will serve to reduce truck traffic through historic Main
Street.
• Kalispell was awarded a $10M TIGER grant for Glacier Rail Park
and downtown infrastructure enhancements.
• To keep pace with the needs of our growing community the City
of Kalispell launched a Core Revitalization Plan and Downtown
Plan.
• Kidsports sporting complex was awarded a $1.4M grant for
facility additions and improvements.
• Discover Kalispell, in cooperation with the City of Kalispell, is
completing the city-wide phase of the Kalispell wayfinding
project.
• Glacier Park International Airport set a new record of 452,588
total passengers, a 3.8% increase over 2014.
• Glacier National Park recorded an all-time visitation record of
2.3M visitors despite a serious fire season.
• Kalispell is the state's seventh largest city with a population of
21,518 (2014) and a growth rate of 40% since the 2000 census.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 1 3
Structure
The Kalispell Convention & Visitor Bureau is a division of the Kalispell Chamber of Commerce. It is
funded through Kalispell's share of the 4% Lodging Facility Use Tax (Bed Tax) and the $2/room night
Tourism Business Improvement District (TBID) fee and a private event fund sourced by registrations and
sponsorships frorn our signature events. The Kalispell CVB (Discover Kalispell) is governed by Kalispell
Chamber board and the Tourism Advisory Council that approves and oversees spending of bed tax
funds, and the Kalispell TBID board of directors and the Council of the City of Kalispell that approves and
oversees spending of TBID funds.
Purpose of marketing plan
The FY17 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
AWARDED
Montana Event of the Year- Pond Hockey Classic complimentary to support one marketing plan.
Montana Film Friendly Community- Kalispell
Q
The mission of Discover Kalispell is to build awareness of Kalispell
L>
as a travel destination and increase room night stays in Kalispell
4 EVENTS
hotels and motels. This is done with a consistent brand message
Produced four highly successful events in the shoulder
delivered through a mix of advertising, signature events, public
and winter months
relations, group sales, and service programs to promote
visitations during the shoulder and winter seasons.
sold
$6.7 MILLION
The signature events generated $6.7 million
Kalispell Chamber of Commerce/Convention & Visitor Bureau
of economic impact to the local area
and Visitor Information Center
CONFERENCES
Discover Kalispell booked several key conferences including
Montana Governor's Conference on Tourism, Professional
Outdoor Media Association, Montana State Parks Division. Clan
Donald, Enlisted Association of the National Guard of Montana
It
MEDIA EARNED
Received media In major publications and broadcasts: Sunset
Magazine, American Profile Magazine, Alaska Airlines Magazine,
Calgary Herald, American Cowboy, Meetings Today, NBC
Sports -Montana Spartan Race, and Tom Gruenwald Outdoors.
During FY'15 the TBID revenue increased by 5% over FYI
with the highest increases in Q3 dan-Mar) and Q4 (Apr fun).
President/CEO: Joe Unterreiner,joe@kalispellchamber.com
Director/CVB: Diane Medler, diane@discoverkalispell.com
Group Sales Mgr: Dawn Jackson, dawn@discoverkalispell.com
Sales & Admin Assist: Vonnie Day, vonnie@discoverkalispell.com
Visitor Services: Meche Ek, info@discoverkalispell.com
www.kalispellchamber.com I www.discoverkalispell.com
15 Depot Park, Kalispell MT 59901
406-758-2811 888-888-2308
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 1 4
Kalispell Exemplifies the Montana Brand
More spectacular unspoiled nature: Kalispell sits in a valley where one national park, two national
forests, and one wilderness area converge.
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 compliments the Montana brand by using large -landscape inspirational images,
photos showing the active adventurer set within the landscape, and casual interactive images
demonstrating local amenities.
About Kalispell
Strengths
• Kalispell offers visitors a balance of city and outdoor adventure with our museums, shopping and
dining located right in the middle of Montana's most iconic natural places. Its residents are
welcoming tour guides and genuine people who care about the visitor experience. Kalispell is not a
resort town, but a real Montana community with an authentic history, traditional industries and
real, local events.
• Kalispell provides a full range of lodging, dining and shopping options that help make for a great
vacation on any budget and with a sense of Montana sophistication that visitors find both surprising
and comfortable.
• The place to discover the history of the Flathead Valley through three well-preserved museums and
iconic Main Street buildings.
• Energized downtown that is experiencing a reinvention including new retail that have a local and
global reach as well as popular new eateries and breweries.
• Annual signature events such as the Montana Dragon Boat Festival, Montana Spartan Race,
Montana Pond Hockey Classic and The Event at Rebecca Farm that attract participants from across
North America.
• Kalispell is the regional hub of the Flathead Valley and the location to host larger meetings and
conventions.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 1 5
Opportunities
• The 2016 National Park Centennial provides a great opportunity for the KCVB to capitalize on our
close location to Glacier National Park (GNP). Discover Kalispell primarily promotes GNP in the
shoulder and winter seasons highlighting the unique activities and experiences available outside of
the busy July -August reliance on the full length of the Going To The Sun Road. We will continue to
work with GNP leadership and staff and be proactive to inform visitors of delays during peak times
and redirecting visitations to other times of the day and seasons.
• From Flathead Lake cherries to huckleberries from the surrounding mountains, locally grown and
raised vegetables, or yak and bison, this valley is home to an assortment of tasty foods that are
blended into the community flavor. Agriculture is a deeply rooted tradition with generations of
families living and working in local farms and ranches. Discover Kalispell will continue play a role in
promoting and building our agri-tourism product through promotion of locally sourced products,
tours, and activities that are available to visitors and groups.
• The historic 1896 McIntosh Opera House was a primary element in the Main Street commercial
district. It served as an opera house, lodge meeting hall, ball room, theater, and was the pride of
Kalispell at the time. Discover Kalispell will continue to work with the property owners, the City of
Kalispell and other local stakeholders to assess the feasibility to restore the space as a unique event
venue to compliment the historic downtown.
Challenges
• Although the area's tourism industry is making strides in smoothing out the hotel occupancy levels
between the height of summer and quiet of November and April, seasonality continues to be a
challenge. The seasonality creates work force issues both due to a shortage of qualified workers in
the summer and ability to maintain adequate staffing levels during the fluctuating shoulder and
winter months.
• Climate change is affecting our weather, stream flows, water temperature and forests. Weather
conditions that are deviating from historical patterns are posing a challenge for tourism in
northwest Montana. Our area relies heavily on predictable water and air temperatures and
appropriate levels of precipitation for winter activities, events, and to avoid summer wildfires.
• The Flathead Valley will see an increase of 325 new guest rooms during the summer of 2016. In
addition, there is a potential for 111 new rooms in 2017 for the proposed Marriott hotel in Whitefish.
That is a significant amount of new inventory to absorb outside of the summer busy season.
• Alberta has been the number one residency for visitations into northwest Montana over the past
several years, and as a key component of our drive market visitations during months outside the
busy summer season. With the current state of the Canadian economy and fluctuation of the dollar,
Flathead County has seen a significant decrease in visitations from Alberta. The Alberta economy is
predicted to see a modest recovery of 0.09% during 2016.
• Costs and availability of air travel continue to be a barrier for Kalispell to effectively increase
visitations from some geographic and psychographic markets. There is a local effort in place to
capture more direct flights (Glacier AERO). New markets actualized to date include seasonal flights
to Chicago, Portland, and Los Angeles. The lack of public transportation throughout the Flathead
Valley as well as from Kalispell to Glacier Park impacts certain visitors including the international
traveler.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 6
• The traditional lodging properties in Kalispell have begun to feel the impacts of the increasing
popularity of VRBO, Airbnb and other shared economies. There has been a measurable decrease in
room night stays by teams attending signature events and an obvious increase of businesses utilizing
space within the historic downtown buildings to create rental space that doesn't fit within the room
requirement structure for TBID. As the shared economy options grow and shift it is crucial that
Montana Department of Revenue and local municipalities ensure proper taxes are collected.
Kalispell is Discovery In Every Direction
Kalispell
Glacier National
Park - 32 miles
Hungry Horse
Reservoir 77 miles
Jewel Basin Hiking
Area - 28 miles
Kalispell sites in a valley where one national park, two national forests,
and one wilderness area converge. Discover unlimited possibilities in
and around this charming small town.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 17
The Travel Decision Process
The Inspiration phase is one in which the traveler is made aware of the general product and develops a
desire to visit the destination. Discover Kalispell's marketing plan and initiatives leverage the Montana
brand awareness achieved by the Montana Office of Tourism and Business Development (MOTBD) then
connects with our target markets to provide inspiration about our destination through compelling
imagery, engaging text and strong incentives to travel. Potential visitors connect with Kalispell's iconic
natural resources (Glacier National Park and Flathead Lake) while gaining a sense of the welcoming small
town and lifestyle. It's important to connect with those that already love you and talk about you, which
includes the locals, as they can be your best spokespersons. That's where social media plays an
important role. The media used during this stage is DiscoverKalispell.com, print and online advertising,
video, social media, emarketing, collateral, travel shows, signature events and publicity.
In the Orientation phase travelers begin to figure out the details of the trip. This phase focuses on the
route the traveler will take, stops to make along the way, and what activities and attractions best fit
their lifestyle and travel group. Media used to help orient the visitors to the offerings of our destination
include DiscoverKalispell.com, Trip Advisor, social media channels, online advertising that points to
associated landing pages, print collateral, PR, and emarketing targeted to specific interests and other
demographic factors. At this stage we offer suggested day trips and tours, informative articles on the
website, consumer reviews, and niche brochures such as Brews, Wines and Spirits.
In the Facilitation phase travelers drill down and select specific activities and make reservations for
transportation, lodging and activities. This would include day trips and tours outside of the primary trip
purpose (i.e. Glacier Park vacation: what are other activities for activities outside of the park) and group
activities. The resources Kalispell provides to the visitor at this phase of the planning cycle is
DiscoverKalispell.com — including responsive web design, event listings, lodging packages, the visitor
information center, wayfinding signage, maps, lodging packages, and Trip Advisor for dining and event
reviews and recommendations.
Discover Kalispell's Key Markets
Primary Market - Leisure/Consumer Travel
The leisure market for Kalispell is active matures and young families that are looking for affordable variety
and a bit of culture and shopping with their outdoor -centered vacation.
The first time visitor is primarily here for Glacier National Park, and specifically to experience the Going
To The Sun Road. Travelers will choose Kalispell as the base camp for their trip because we offer a
central location to a number of activities and provide affordable vacation options, particularly for
families. The repeat visitor is less dependent on availability of all areas of Glacier Park and branches out
to the other attractions such as Jewel Basin, Lone Pine State Park, and partakes in local culture such as
the museums and downtown events. Kalispell also supports a strong business and group market.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 1 18
Visitors from Canada come to Kalispell for signature events, golf, winter activities, shopping, and medical
tourism. They enjoy the traditions such as Moose's Saloon, Western Outdoors, and a black Friday
weekend getaway as well as hockey, baseball, soccer and other sports tournaments. We are seeing an
increasing number of young families visiting from Canada to enjoy the variety of kid -friendly activities
offered in Kalispell. This has been stimulated by hosting press trips of journalists that write for family -
centered media outlets in Canada.
Top non-resident activities while in Kalispell: (Source: 2015 ITRR Nonresident visitor study for Kalispell)
63% scenic driving
45% nature photography
41% day hiking
37% wildlife watching
35% recreational shopping
Demographic: Drive market; 35-64 years old —average age 57; household income $100k to less than $150k;
couples and younger families.
Geographic: Drive Market: Washington (Spokane area, Seattle); Portland, Oregon; Northern Idaho (Coeur
d'Alene, Bonners Ferry); Alberta (Calgary and surrounding area, Lethbridge, Edmonton); British
Columbia (Cranbrook, Fernie/Sparwood); Montana (Helena, Great Falls, Missoula and Billings).
Top residency of nonresident visitors to Kalispell
Source: 2015 ITRR Nonresident visitor study for Kalispell:
Source: Kalispell VIC walk-ins:
Washington
Alberta
California
California
Oregon
British Columbia
Idaho
Minnesota
Colorado
Washington
Direct Flight Markets: Seattle, Portland, Minneapolis, Chicago
Glacier Park International Airport is serviced by Delta (SLC, MSP), Alaska (SEA & PDX),
United (DEN, Chicago & Atlanta (seasonal)), Allegiant (Las Vegas and Oakland
(seasonal)). Alaska and Delta had the highest enplaned market share during 2015 and
the highest percentage of increase for enplanements and deplanements as compared to
2014.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 19
O ALLEGIANT
■ CHARTER Discover Kalispell's initiatives to support and promote direct
01%
flights:
o DELTA Chicago: new direct winter service is promoted through
MAINLINE 24 746 DELTA press trips and online marketing directed to the Chicago
SKYWEST
o
17.7% market between December and April.
/ ALASKA/ Seattle and Portland: direct flights are promoted through
G /
HORIZON media events, press trips and advertising campaigns.
29A%
Trip Type: Shoulder and winter seasons: extended weekend, Discover Kalispell signature events, sport
tournaments, business, groups, FIT.
Summer: base camp and/or pre -post stay for Glacier National Park and Flathead Lake vacations,
and attendance at notable events such as The Event at Rebecca Farm.
Primary Market - Groups, Meetings & Conventions
Kalispell accommodates groups from 10-500 comfortability and adequately. The most common group
size is from 50-120. The largest event space in our hotel properties can hold up to 880 for a reception.
With twenty TBID hotels in Kalispell we can accommodate over 1,700 rooms. The two larger convention
hotels can accommodate up to 280 rooms per night and have over 16,000 square feet of meeting room
space; or there is plenty of nearby and affordable overflow rooms for groups.
Shoulder and summer seasons (July and August) bring in corporate and government. Group business for
the shoulder seasons consist of teams, associations and state government. Summer season group
business is made up of national associations, SMERF and state and federal government.
Group participants are interested in outdoor activities, brewery and distillery tours and local area events.
Kalispell Convention & Visitor Bureau Quarterly Occupancy Mix
July
August
September
QTRIAVG
October
November
December
QTR2AVG
Corporate
20%
20%
21 %
20%
15%
25%
20%
20%
Event
1 %
0%
1 %
1 %
0%
0%
0%
0%
Government
3%
6%
9%
6%
5%
8%
6%
6%
Group
10%
706
8%
8%
16%
7%
10%
11%
Tours
5%
6%
4%
5%
0%
0%
0%
0%
Transient/Leisure
61 %
60%
57%
60%
63%
60%
65%
62%
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 110
Emerging Market — Leisure/Consumer Travel
Demographic: 30-45 years old
Geographic: Markets identified through our signature event participants
Growing direct flight markets: San Francisco Bay Area, Los Angeles area
Tri-Cities WA, the 4th largest metropolitan area in Washington
Discover Kalispell leverages the PR exposure received from the annual signature events to gain exposure in
new geographical markets.
Dragon Boat examples: Tacoma Washington, Portland, and Texas
Pond Hockey examples: New England states, San Diego area
Spartan examples: 48 states and the District of Columbia as well as four Canadian provinces attended
the 2015 event
Trip Type: Shoulder and winter seasons: extended weekend, 5-7 days centered around events, ski
vacations, girls weekends, multi -generational groups, meetings and group travel
Summer: base camp and/or pre -post stay for Glacier National Park and Flathead Lake vacations,
and attendance at notable events such as The Event at Rebecca Farm
Emerging Market - Groups, Meetings & Conventions
Bleisure travelers are those coming for meetings and business travel while also bringing families for
extended stays. They want destinations that have a strong leisure component. KCVB is working in
conjunction with the event planners to market a strong message about the area activities prior to
conferences. Our social media channels can be used along with direct a -blast communications to the
group database.
The Tri-Cities consist of Kennewick, Pasco and Richland cities and make up the 4th largest metropolitan
area in the state of Washington. It is considered the fastest growing city in the United States by MSA.
Major employers include top industries in healthcare, agriculture, food processing and manufacturing.
Where there is growth, there is opportunity. This is a market not tapped into.
Healthcare is the leading employment industry for the Flathead Valley representing 15.6% of total
county employment. Employment in this sector grew 6.1% last year, 340% faster than the state average.
Kalispell Regional Healthcare is expanding services and their recruiting efforts continue to bring
accomplished and experienced health care professionals from all over the world. The incentive to live in
the Flathead Valley is the lifestyle. The Medical Tourism department at Kalispell Regional has been
drawing business from Canada and U.S. based cities. They design medical discounted packages that
include consultation, surgery and follow up. Medical concierge are the point of contact from the
beginning to the time they return back home. Kalispell is considered the 4th least expensive healthcare
area in the country. Discover Kalispell can leverage that message to promote Kalispell as a great
breakout session for medical conferences and groups.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 111
Supporting Research
Destination Marketing —Trends for 2016
Technology platforms, devices, and the latest trends continually change. What hasn't changed over the
past few years is that travel marketing is closely tied to online searches. The internet provides a
platform for a destination to connect, create relationships and incentivize conversion within small
moments of time along a traveler's journey. What is evolving is the necessity for refining your online
footprint. It is no longer an option for a travel brand. Your online presence impacts your ability to
connect with consumers. A destination has to convey an image of trust, reputation and authority in
order for Google to consider your website when it presents pages and sites to a traveler.
Dreaming, planning, booking and experiencing. These are the moments of a traveler's journey. Google
states that 37% of travelers in the U.S. think about vacation planning once a month; 17% think about it
at least once a week. Those people want information at their fingertips — on their mobile devices. Two
of the top questions travelers type into Google about travel are "What to do in (destination)" and
"Where is (destination). Once on the ground a visitor's mobile search behavior is about making sense of
the unfamiliar with many searches including the phrase "near me". A destination needs to be there for
those moments.
Content — fresh, continuous and a variety — contributes to a destination's reputation. The only way to be
found on the internet via search is with rich content. That content is then shared and commented -on
via social media platforms. "Trust is built through demonstrating a strong brand, not trying to be all
things to everyone. Be who you are and be the best you can be." (Bronwyn White, My Travel
Research.com)
Be mobile and nimble. The adoption of the smartphone is rising with about 2 billion consumers
worldwide expected to own a smartphone in 2016. In the past year, mobile's share of travel visits has
grown by 48% while conversation rates have grown 88% on mobile travel sites. (Google Travel Trends,
Nov 2015 and Lynan Saperstein, Experience Experts) The rise of mobile devices and the growth of the
millennial generation have led to a surge of spur-of-the-moment trips. In the upcoming year, 73% of
Millennials plan on taking a last-minute trip, as do 58% of the total respondents. (Boxever)
Today's Traveler
A study by Upshot, Travel Quest: Building a Travel Superbrand, states there aren't many differences
among Boomers, Gen Xers, Millennials, Gen Zers, road warriors or vacationers — at least not when it
comes to how they travel. "Distinctions have blurred as today's travelers fluidly shift between mindsets
depending on their immediate circumstances."
The study surveyed 500 frequent travelers (having taken three or more trips a year) with equal
representation of generations as well as an equal number of business and leisure travelers. What they
found was that they all share similar patterns in "mindsets" or travel values. Mindsets are about finding
opportunities for cultural immersion, escaping the everyday, enabling spontaneity and having a hassle -
free experience. Millenials are the biggest group currently in terms of numbers (75.3 million in the U.S
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 112
in 2015 according to Pew Research Center) but if destinations overly focus on Millennials they may be
missing out on those who are actually doing the most traveling and spending the most on these travels
in the present. The highest -spending group for both domestic and international travel among Upshot's
respondents was the Boomers: 28.5% spent more than $1,000 on last domestic trips and 11.7% spent
more than $5,000 on last international trip.
The most important thing to remember, as we're developing our marketing campaigns and messaging, is
to not get caught up in definitions or categories or traveler types. "All travelers as a whole, regardless of
age ortravel type (business or leisure) are looking for a unique, authentic, personalized, seamless travel
experience that is culturally immersive and offers local, human connections." (A Radical Thought: Do
Millennials Really View Travel Differently? Skift, Mar 21, 2016)
The Shared Economy
The sharing economy began as a niche sector but has blossomed into a whole industry with over 9,000
companies according to Mesh, a directory for the sharing economy. Advocates claim that the sharing
economy is creating a stronger sense of community and breaking down the distinction between
companies and customers with peer -to -peer models. What is also known is this trend is impacting
traditional travel brands like hotels and motels. Researchers at Boston University estimated that every
10 percent rise in Airbnb supply in Texas caused a 0.35 percent drop in monthly hotel revenue —
equivalent to a fall in revenue of over 13 percent in Austin. They also found hotels had cut their room
rates as a result of pressure from the lower peer -to -peer prices appealing to cash -conscious consumers
(The New Economy, Apr 13, 2015). Traditional hotels and motels are the mainstay for the collection of
the bed tax and TBID funds in Montana. The Department of Revenue, local municipalities, and DMO's
need to be aware of this growing trend and find ways to monitor, adapt and evolve.
Media Trends
Broadcast marketing and reach -frequency models are becoming increasingly inadequate for brand
engagement. Travel is emotional so consumers are eager to engage in dialogue. Messaging — real time,
and two-way channels like Twitter, enable destinations to engage in conversations. "In the Post-App
Economy, travel brands must be able to adeptly engage with their customers in conversations across
channels. And to effectively capture customer attention today, marketers must stop shouting and start
engaging." (How Travel Marketers Can Be Heard, Skift, Feb. 29, 2016)
Videos influences travel decisions. Auto playing video content on Facebook and Instagram is catching
the attention of consumers thinking about travel. As of November 2015, Facebook was serving 8 billion
video views per day, which is double the rate from April of the same year. Engagement on video tends
to be higher in general. (Skiff, Feb. 26, 2016) In 2014, subscriptions to top travel channels on You Tube
increased over 100% YOY and those subscribers watched 86% longer per view than nonsubscribers
(YouTube data, 2013 and 2014). Travel vlogs receive 4x more social engagement than other types of
travel content on You Tube (Google, Travel Content Takes Off on You Tube, August 2014).
Photos are a big part of travel marketing so Instagram has growing potential to reach consumers during
each phase of the travel process. But the platform isn't just about increasing likes and followers, the
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 113
goal is to grow and engage your audience to help guide them from aspiring traveler to an actual traveler.
(Adventure Travel News, Katie Hardin)
Location -based technology targets consumers at the initial point of engagement and serves up content
relevant to their interests at that moment. Mobile marketing's rise has prompted more consumers to
opt in to location -based deals. Destinations can leverage this trend for highly targeted promotions which
provide a high return on investment. (Luxury Daily, Jan 11, 2016)
Wherever travelers go in 2016 they'll be using social media to discover, plan and share. Social media is
decreasing the gap between someone searching to find where to buy and the destination serving up the
appropriate content with new buttons such as Buy, Learn More, and Book. It is important to pay
attention to hashtags and current social trends and find ways through social media channels to educate
your audience with key pieces of information. This will help to set a destination apart. (Adventure Travel
News, Katie Hardin)
Local Goods and Services
The promotion of local products and services increases the amount spent by nonresident travelers.
ITRR's report titled The Importance of Traveler Spending on Locally Produced Goods & Services, shows
that 16% of travelers purchased locally -made products or services and spent nearly $184 more than the
traveler who did not spend on those products. Visitors who purchased local products and services
stayed, on average, 4.39 nights longer than those who did not purchase locally. The geotraveler has a
higher spending level than other travelers because they seek to sustain and enhance the local
geographical character of place and as such, buy local products. One of the goals in this FY17 marketing
plan is to enhance the promotion of the flavor of our community. Agriculture is a deeply rooted tradition
in the Flathead Valley and spending time in Kalispell means becoming intimately familiar with the local
flavors through local products on menus at restaurants, Flathead Cherries, wild huckleberries and a
variety of farm -to -table activities for visitors and groups.
Group Activities
Agritourism activities are gaining popularity for both visitors and farmers. This is due to the increased
interest in where our food is coming from, process method and the unique experiences for visitors to be
up close and personal on the farm. For the farmers, it allows added revenue to help keep their farm
viable and diversify their income. (Local-Food-Tours.com)
Association memberships are seeking to maximize their learning while attending unique meeting
destinations by utilizing area businesses for off -site events and tours. Professional events (EduTour)
were created and merged by Visit Detroit. They take real learning experiences and satisfy attendee
demand for unique travel opportunities. The EduTours are similar to school field trips to specific
industry businesses to see behind the scenes of how the operation works or just visit with the
management and have a Q and A. Groups see this value and it differentiates Visit Detroit and supports
the association attendees' educational mission at the same time. (Skiff -September 22, 2015 - Detroit
Tourism Turns To Local Industry Leaders to Help Lure Conventions)
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 114
DMO's and CVB's are putting a more concentrated effort on selling the attendee a destination experience.
(CVENT Blog —July 1, 2015)
Meetings -Groups -Business Travel
With many U.S. travelers taking minimal vacation time, the thought of a business trip involving family
members is the only soft spot some people can find. 54% of business travelers who take business trips
involving leisure bring their family members along, according to data from a Bridge Street survey, which
included respondents from all corners of the world. (Skiff -September 24, 2015 — Resorts tap into
bleisure trend to combine business and family travel)
"Many organizations still see meetings as a cost center, or a hospitality expense, rather than an
investment in strategic development", MacMillan told Skift. So meeting professionals are now turning to
DMOs as a source to help grow their revenue. They're requesting financial incentives and subsidies,
more marketing support to boost attendance, and more help to secure sponsorship in the destination to
drive a meeting's overall business performance. Also, survey respondents reported that the two most
appealing selling points for a potential meeting destination were the availability of financial incentives
and broad meeting industry collaboration. (Skiff -January 18, 2016 — Meeting planners are relying more
on tourism bureaus).
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 11s
Marketing Plan Goals and Objectives
Goals
1. Increase awareness of Kalispell as a travel destination to expanded markets and audiences.
2. Build relationships with visitors as demonstrated through increased usage and engagement with
our key platforms.
3. Grow winter and shoulder season visitations.
4. Diversify the promotion of Kalispell's amenities to decrease an over -reliance on activities that
can be affected by climate conditions.
5. Provide sponsorships to events and sports tournaments that have growth potential during the
shoulder and winter seasons.
6. Connect with active meeting planners in drive market and regional areas.
7. Promote Kalispell as a meeting destination to local businesses and organizations.
S. Play an active role as a voice for tourism in the state and the community through positive
publicity and outreach.
Objectives
1. Consumer Travel
a. Increase total unique visitors to website by 10% over FY'16.
b. Increase new sessions to website from mobile devices by 15% (avg. of mobile & tablet).
c. Increase occupancy at TBID hotels between November to April by 2% (as measured by STR).
d. Generate 6 media stories in target markets through public relations efforts.
e. Increase total social media reach by 5% over FY16.
f. Create 2 campaigns that enhance local agricultural products.
2. Events and Sports Tournaments
a. Successfully produce established signature events: on budget and with increased economic
impact to community.
b. Establish sponsorship for two other events or sports tournaments that have long term growth
potential during off-season.
3. Meetings & Conventions
a. Build a 200 member database of qualified and interested meeting planners.
b. Retain engagement of meeting planner database through quarterly newsletters.
c. Establish a comprehensive group activity and teambuilding list.
d. Create meeting referral program for local businesses and organizations.
e. Attend 2 regional tradeshows to promote Kalispell as a meeting destination.
f. Create 3 informational handouts for group planners.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 116
Discover Kalispell's Cooperative Marketing
Past Cooperative Marketing Efforts
Discover Kalispell participated in MOTBD co-op programs between FY'10 and FY'15. We focused our
participation to winter and spring online campaigns. For the most part the campaigns demonstrated
success as measured by impressions, CTR and clicks to website. We did not choose to participate in
MOTBD co-ops during FY'16 and are not anticipating participation during FY'17 due to issues we
encountered with ad development and scheduling and receiving adequate and timely reporting. Discover
Kalispell is open to reevaluating the co-ops as they become available and reengaging with MOTBD.
Discover Kalispell works cooperatively with the PR and Group Travel departments of MOTBD and Glacier
Country to assist with hosting press trips and participating in media events held in Seattle, Portland and
San Francisco. For the group travel, meetings and conventions segment, Discover Kalispell participates
in FAM trips and meeting planner shows such as IMEX. We also appreciate the cooperation and sharing
that occurs with photos and videos between Discover Kalispell and MOTBD and the Film Office.
In our local market Discover Kalispell works closely with our partners at Glacier National Park, Flathead
Forest Service, Associated Chambers of Flathead Valley, Kalispell Downtown Association and Business
Improvement District, Montana West Economic Development, Flathead County Parks and Recreation
and Fairgrounds, Kalispell Parks and Recreation, and Montana State Parks. We also collaborate as
applicable with Explore Whitefish (WCVB).
Anticipated FY 2017 Cooperative Marketing
Discover Kalispell is planning several cooperative initiatives with Glacier Country such as media events in
Seattle, Portland, and San Francisco, and consumer -based and group travel -based press trips and FAMS.
The National Park Centennial provides unique opportunities for increased visitation as well as concerns of
potential issues due to overcrowding and wildfires. Discover Kalispell will continue to work closely with the
staff at GNP, Glacier Country and Whitefish CVB to develop crisis management plans and PR. As a group we
are also providing information and collateral for Glacier Park's staff training to help educate their staff on
other activities and opportunities in the Flathead Valley to provide to Park visitors during peak traffic and
congestion times.
Discover Kalispell will monitor and analyze MOTBD partnership opportunities as they become available.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 1 17
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 118
KCVB Combined Budgets FY'17
TBID Projected Revenue
$ 525,000
Bed Tax Projected Revenue
$ 122,000
FY'16 Carryover
$ 49,000
FY'16 Carryover
$ 8,000
Total
$ 574,000
Total
$ 130,000
Program Description
Program
Program
Project
Total
Project
Total
Administration *
$27,250
$21,800
Staff employer expenses and
Staffing - Wages, Employer Expenses
$227,000
operational costs
Director, Group Sales Mgr, Admin
Asst)
Marketing Support
$8,500
$35,800
Smith Travel Reports
$5,500
Memberships & Education
$3,000
TAC/Gov Conf
$1,000
VIC Staff -year round
$25,000
seasonal
$3,800
Opportunity
$5,000
Outreach
$1,000
Website
$18,000
$ -
Maintenance and enhancements
SEO & SEM
Fulfillment
$
$4,350
phone (800line)
$100
postage
$4,000
supplies
$250
Consumer Marketing
$86,750
$38,050
Photo and video library
$5,000
Photo and video library
$3,000
Social Media admin & advertising
$12,000
Social Media admin & adv
$7,500
Creative services
$20,000
Media buy: print and online
$30,000
Online Advertising
$14,000
Print Advertising
$10,000
Travel show attendance
$2,500
Travel show attendance
$1,550
Trade show booth
$1,500
Airport displays
$750
EMarketing
$5,000
Visitor guide and niche brochures
$10,000
Printed Materials
$2,000
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY"17 Marketing Plan 119
Events and Sports -Operations and Promotion
$118,500
Dragon Boat Festival
$30,000
Event Promotion - Press/media
$3,000
Spartan Race
$23,000
Event Promotion - Printed Adv
$3,000
Pond Hockey
$30,000
Event Promotion - Radio/TV
$3,000
Other event & sports sponsorships
$14,500
Event Promotion - Social Media
$3,000
Event Operations Management
$21,000
Event Promotion - Electronic
$3,000
$15,000
Groups and M&C $58,000
$15,000
Meeting Planner Shows $10,000
Meeting Planner FAM $12,000
Meeting planner incentive program $15,000
Group photo and video library $6,000
M&C guide $7,000
Customer Relationship Mgmt
System $6,000
M&C memberships $1,000
Online Digital Advertising $5,000
Sales calls $1,000
Group Marketing Personnel $10,000
Publicity $30,000
Travel media press trips/FAM $13,000
Proactive & reactive PR $16,000
Kalispell branded merchandise $1,000
TOTAL $ 574,000 1 TOTAL
$ 130,000
*Administration includes bookkeeping, rent, office supplies, postage & copies, tech support, equipment & furniture, phone, audit
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 120
Bed Tax - Total budget = $130,000
83% of total allocated to marketing— marketing support, consumer, event, group, fulfillment
Fulfillment
Group Marketing
Event Marketing
Consumer
Marketing
Administration
Marketing Support
TBID - Total budget = $574,000
56% of total allocated to marketing — marketing support, website, consumer, events & sports, M&C, publicity
Publ
Meeting &
Conventions
Staffing
Operatio
Events & Sports Im
Consum
Marketi
Website
Marketing Support
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 121
Combined Budgets — Bed Tax and TBID
Total budget = $704,000
Website
Publicity
Group, M&C
Marketing Support Operations-Admin
Event Promotion
and Operatons
Consumer
Marketing
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 122
Marketing Segments and Methods
Consumer
The consumer -facing campaigns are divided into late-fall/winter and spring/summer campaigns with
approximately 60% of the budget directed at fall/winter. Each campaign is designed to highlight the
unique activities available in Kalispell and the surrounding area. Primary media includes social platforms,
online ads, content amplification, location based advertising, and print ads with accompanying editorial.
The marketing initiatives are not directed at the busy July -August summer season when occupancy
levels at hotels is near capacity. It is important to note that when crisis management is needed
(example: local wildfires) the PR and opportunity funds are directed at managing that process.
Method
Description
Rationale
Supporting Research
Measure Success
Photo/video library
Secure new photos &
Images play an important
Images touch a traveler
Imagery is a branding
videos that support the PR,
role in promoting a
during each phase of the
tool. Effectiveness
social media & advertising.
destination and engaging
decision process through
would be gauged
with potential visitors.
social media, online adv.,
through social media
and mobile marketing.
insights.
Social media
Update and manage social
Majority of travelers (all
Wherever travelers go in
Increased level of
media sites that foster
demographics) use social
2016 they use social media
engagement; increase
consumer engagement and
media to connect with
to discover, plan and share.
total reach by 5%.
enhance cross platform
sphere and share travel
(Adventure Travel News,
consistency. Facebook,
experiences and get
Katie Hardin)
Twitter, Instagram and You
consumer reviews.
Tube.
Online and print
Creative services and media
Online adv. enables a
Online adv. has measurable
Online adv.: number of
advertising
buy for online ads, location
destination to reach
ROI and drives shares and
impressions and CTR.
marketing, social media
targeted consumers and
referrals. A targeted
Print adv.: supports
advertising and targeted
connect them with website
approach with print adv.
the overall brand
print publications.
and other platforms.
provides ability to choose
awareness.
Lifestyle print publications
editorial subjects to deliver
speak to specific
highly targeted content to
geographic and
an already engaged
psychographic markets
audience. (INMA ROI Study,
and are effective in
Marketingland.com)
building brand awareness.
Travel show attendance
Kalispell will attend at least
It is an economical way to
Travel shows allow us to
Number of brochures
two consumer travel shows
connect directly with
connect with a target
distributed and opt -in
during FY17.
consumers interested in
market to grow off-peak
subscribers collected.
our destination. One -on-
visitations.
one conversations allow us
to create a strong
inspiration to move the
interested traveler into the
orientation phase of trip
planning.
ENewsletters
Send quarterly newsletters
Emarketing enables us to
91% of U.S. adults like to
Open rate, CTR and
to consumer database.
keep database engaged
receive promotional emails
unsubscribe rate.
with our destination and
from companies they do
provide specific incentives
business with.
and information for trip
(MarketingSherpa, 2015)
planning.
Visitor Guide & printed
Design and production of
Annual travel guides serves
Through fulfillment
Used in conjunction
collateral
annual travel guide, locator
as fulfillment piece for VIC
requests and distribution of
with our website for
map and niche brochures.
and is requested by
guides at targeted racks.
brand awareness.
thousands of potential
and travel shows we are
Number of fulfillment
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 123
visitors each year. The
able to engage with
requests are
Kalispell tear -off map is a
potential visitors and lead
measured.
popular item and includes
them to website and social
area map and detailed
channels to learn more.
Kalispell map that
Niche brochures play a role
identifies locations of
such as suggested
hotels.
itineraries to incentivize
travel.
Events and Sports
Discover Kalispell's signature events are designed as destination events that impact visitations during
specific months of the year. The events are created with our target geographic markets in mind and
comprise an activity that is already popular in Canada and United States. The PR received through the
events creates awareness of Kalispell in markets we could not otherwise afford to be in. Many
participants select to attend our events because a) they are already interested in the sport, and b) it
provides a reason to visit Montana which has always been on their bucket list. Discover Kalispell also
provides grants to new or existing sports tournaments and events that show ability to create significant
out of market participation during shoulder and winter months. TBID funds are used for event operations,
promotion and sponsorships. Bed tax funds are used for promotion of signature events only.
Method
Description
Rationale
Supporting
Event promotion —
Story pitches and press
Connect with markets that
Participants register for our
Part of event brand
press/media
releases announcing event
have existing teams/
signature events from across
awareness, measured by
in target markets to solicit
participants to increase
the U.S. and Canada. We have
registrations and
teams and promote teams
event awareness.
successfully used the event as
spectator volume.
coming to our events
the story pitch, either through
through hometown media.
promotion a team within their
hometown newspaper or just
the uniqueness of the event
for our state, to enable
Kalispell to permeate markets
that we could not have
normally afforded.
Event promotion — printed
Print ads run in target
Connect with markets that
Part of event brand
advertising
markets that promote the
have existing teams/
See above
awareness, measured by
event to solicit registrations
participants to increase
registrations and
and spectators.
event awareness.
spectator volume.
Event promotion —
Broadcast coverage to
Increase awareness of
Part of event brand
radio/tv
promote event and solicit
event and promote
See above
awareness, measured by
registrations and
economic impact.
registrations and
spectators.
Communicate event
spectator volume.
details and key
communication messages.
Event promotion — social
Social media advertising to
Economical and targeted
Part of event brand
media
promote event and solicit
approach to promote
See above
awareness, measured by
registrations and
event registrations.
registrations and
spectators.
spectator volume.
Event promotion -
Online advertising including
Connect with markets that
Part of event brand
electronic
video promos and
have existing teams/
See above
awareness, measured by
emarketing to promote
participants to increase
registrations and
event and solicit
event awareness.
spectator volume.
registrations and
spectators.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 124
Groups and M&C
Shoulder season months will continue to be the focus for new meeting opportunities (any months
outside of July and August). Ideal group size is between 50-120 for individual properties and up to 500
for citywide conferences. We will be creative in offering incentives for groups that meet in the shoulder
season and in more than one hotel property.
Discover Kalispell will continue to meet as many planners face-to-face with appointment based
tradeshows, inviting them to Kalispell for a first-hand look at how we provide professional services and
offer a variety of group activities from the adventure seekers to the historians. Visiting with our local
business community members will be significant in our search for potential conferences. Many of our
Kalispell leaders sit on national, regional and state boards as well as belong to various organizations,
both professional and social.
Developing "out of the ordinary' group activities will help to sell Kalispell as a meeting destination and
provide a unique experience for attendees. With so many recreational, business and educational
opportunities we will continue to build a comprehensive list to sell the experience.
Method
Description
Rationale
Supporting
Tradeshow attendance
Attend 2 appointment based
Appointment based shows
Meeting and event
Number of qualified
shows. Continue to Partner
allow interested planners
professionals worldwide
leads and RFP's.
with Glacier Country and
to learn more about
have said for years there is
Montana CVB's for IMEX.
destinations. Partnering
still no better way to
with other tourism entities
network than face to face
for larger shows to help
meetings with those in your
with costs and build the
field. (Fast Future Research -
Montana brand as a
Convention 2020 survey)
meeting destination.
Meeting Planner FAM
Identify and invite meetings
Showcase Kalispell and let
They provide many benefits
Increase our database
planners with an interest in
planners experience first-
for event planners. It is a
with qualified planners
our area and that qualify for
hand the quality of
quick way to learn specific
for future
our specific meeting criteria.
meeting facilities and all
destinations, new venues,
opportunities.
that our area has to offer
and excursions that are of
to their group.
value to clients. (Event
Planning—blog from CVENT)
Meeting Incentive
Provide incentives /
Organizations are reaching
Organizations are not
Through participation
Program
sponsorships to groups
out to CVB's/DMO for
increasing budgets but
rate and booked
during our shoulder seasons
promotion & financial
planners are feeling the
business.
months and need times.
assistance and resources.
pressure to produce the
Use these to provide
same results with less
attractive alternate dates.
resources. (Skiff 1/18/16)
Group photo & Video
Continue to add quality
Have a variety of
Content marketing boost
Part of brand
Library
group photos and order new
professional imagery that
brand visibility and
awareness.
pull up meeting displays.
promotes Kalispell as a
enhances the organizations'
meeting destination. Use
online presence to ensure
images in quarterly group
that you can connect with a
newsletters, website and
larger consumer base.
collateral. Promote at
(Blue -The Importance of
local conferences and
imagery in your content
events.
marketing strategy)
M & C Memberships
Join associations or
Utilize membership lists
Maximize benefits by
Increase database.
organizations that have local
for emails and newsletters
joining organizations.
community ties.
to promote Kalispell as a
Includes: database,
meeting destination.
networking, sponsorship
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 125
exhibit opportunities, and
promotional emails to
members.
Sales Calls
Appointment based sales
Members of local business
Personally asking for
Number of qualified
calls to local community and
community sit on state,
referrals during local
leads and RFP's.
drive market. Focus on
regional and national
business calls has resulted
corporate, association, social
boards & belong to various
in a booked conference and
group business and our
organizations. Utilize their
RFP's.
signature events for groups.
buy -in to promote
Kalispell. Leverage our
valley events to encourage
out of area participation.
Lead Generating Service
Maximize all resources and
Empowermint is part of
Empowermint provides a
Number of qualified
opportunities to access
DMAI and offers leads to
database of information on
leads and increase our
quality leads specific to our
their members. This gives
organizations and meetings
database.
area. Utilize industry
us the chance to research
and events and training
research to assist us in
and target a qualified
specifically for CVB's and
building our database.
meeting that fits Kalispell.
DMO's. You will find
demographics, preferences
and histories of those
meetings.
(Empowermint.com)
Publicity
Publicity and public relations methods include creation of story pitches which are sent to targeted media
based on editorial calendars, used on DiscoverKalispell.com, press room and quarterly enewsletters.
Discover Kalispell participates in opportunities that become available such as the NPS centennial and
travel platforms that offer exposure where we can control content. The publicity method also includes
travel media and influencer press trips in fall, winter and spring and participation in media events in
target markets. Discover Kalispell purchases branded items to provide to travel media, influencers and
used for contest prizes.
Method
Description
Rationale
Supporting Research
Measure Success
Travel media press
Host top producing
Educate travel writers and
Earned media is the most
Generate six media
trips/FAM
journalists to promote
their readership of our
trusted and influential
stories in target
experiences in shoulder and
destination and its
source of commercial
markets that promote
winter months that are
proximity to Glacier Park
information and holds 3 of
shoulder and winter
unique to Kalispell and the
and the unique activities
the top 4 spots of most
travel to Kalispell and
Valley and promote our
offered.
trusted sources. (Conductor
area.
charming small town and
Spotlight, Nielsen Studies)
amenities.
Proactive and reactive PR
Editorial calendar research,
Identify editorial
PR can have a positive ROI
Part of brand
response to specific
opportunities relevant to
by improving brand equity,
awareness strategy
opportunities and requests,
our destination.
the value of a brand,
and integrity. Also
maximize the Discover
handle and dissipate
measured as part of
Kalispell pressroom.
negative situations and
the earned media
natural disasters. (Russell
received.
Huebsch, Demand Media)
Kalispell branded
Discover Kalispell purchases
Branded merchandise
Part of the brand
merchandise
branded merchandise for
distributed to targeted
awareness strategy.
promotional purposes.
individuals helps to sustain
and build interest in our
destination.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 126
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'17 Marketing Plan 127