H04. Reso 5826 - TBID BudgetCity of Kalispell
Post Office Box 1997 - Kalispell, Montana 59903-1997
Telephone (406) 758-7000 Fax - (406) 758-7758
MONTANA
REPORT TO: Doug Russell, City Manager( —
FROM: Rick Wills, Finance Director
SUBJECT: Resolution No. 5826 — A Resolution Approving the Work Plan and
Budget of the Tourism Business Improvement District
MEETING DATE: August 21, 2017
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.
RECOMMENDATION: It is recommended that the City Council approve Resolution 5826, a
resolution approving the work plan and budget for fiscal year 2017-2018 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 5826
TBID Marketing Plan
Return to:
City Clerk
City of Kalispell
P.O. Box 1997
Kalispell MT 59903-1997
RESOLUTION NO. 5826
A RESOLUTION APPROVING THE WORD PLAN AND BUDGET FOR THE FISCAL
YEAR 2017-2018 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 2017-2018.
SECTION 2. The proposed assessment formula of the Business Improvement District is
hereby approved and adopted for the fiscal year 2017-2017. 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 21ST DAY OF AUGUST, 2017.
Mark Johnson
Mayor
ATTEST:
Aimee Brunckhorst, CMC
City Clerk
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Welcome to Kalispell, the scenic capital of Northwest Montana and the historic heart of the Flathead
Valley. This is where adventure meets opportunity.
This is a community encompassing all corners of life with exciting passions and pursuits. This is the home
of towering mountain ranges and pristine rivers, the largest freshwater lake in the West and the famed
Glacier National Park. This is the retail, professional, medical and governmental center of the region,
where ranchers and blue-collar tradesmen rub shoulders with young professionals and company
executives, where families enjoy small-town comforts and where neighbors share turns in knee-deep
powder or casts at the silver sheen of a trout.
Montana's rich culture and history is on full display in downtown Kalispell alongside unique shopping
opportunities and vibrant new businesses. This is the community's classic center, and it remains home
to celebratory parades and the one -of -a -kind experience of small-town lifestyle.
A stroll down Main Street and throughout the surrounding small-town neighborhood means
experiencing museums and art galleries that showcase the culture of the West. The Hockaday Museum
of Art, housed inside the classic Carnegie Library, is one of the state's premier museums. Tours of the
Conrad Mansion Museum shed light on the exciting life of the city's founding family and the
development of the Northwest Territory. Visitors can step back in time and experience the elegance of a
bygone era. Just down the street, one of the most comprehensive collections of local history in the area
lives inside The Museum at Central School.
Discover 100-year-old storefronts, such as the Kalispell Grand Hotel, where famed artist Charles M.
Russell frequented. Stop into the oldest bike shop in the valley, Wheaton's, and learn about the
extensive and exciting local trail system. Explore the colorful boutiques that offer stellar souvenirs and
unique gift items. Indulge in a dining scene full of casual sophistication. Enjoy a pour of craft beer at
the brewery, or stand in the sawdust and enjoy the best pizza in Montana at Moose's Saloon. Gourmet
dishes can be found throughout downtown, from Hop's classic fare to Desoto Grill's revered barbeque
and Bonelli's Bistro Mediterranean -style Italian bistro. The list goes on with breakfast cafes and coffee
shops to lunch-time eateries.
The distinct details of downtown are worthy of
exploration. Can you spot the cowboy and climber
scaling the red brick facades? Or the horse carriage?
Have you noticed the original mural paintings of
Glacier National Park inside Rocky Mountain
Outfitter?
There is truly discovery in every direction.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 12
Flathead County Top 5 Expenditures
2016 Nonresident Data Nonresident visitors spent $635 2.Retail Sales
for Kalispell
p million in 2015, the second -_;. 3.casoiine
highest level of all counties. (ITRR) `
17% of groups all first time visitors
n�
x
33% of total spending for MT
74% of groups with all repeat occurred in Glacier Country 4.Crocerieslsnacks
visitors 5 Ik'tel/motel
region. (ITRR)
52% stated primary reason for trip
is vacation.
Facts & Figures
Of those who had visited Montana
before, 42% said their last visit was
22,500 — population of Kalispell (2016)
less than one year ago
96,000 — population of Flathead County (2016)
78% plan to return within 2 years
4.57% - increase in ridership at Glacier Park International Airport
2.95 million —visitors to Glacier National Park in 2015, 24% increase
18% flew on a portion of their trip
185 — miles of shoreline around Flathead Lake
Top Entry Points:
2 million — pounds of sumptuous cherries harvested annually in the
2016 — Rooseville, Kalispell Air
Flathead Lake region
2015 - Superior, West Yellowstone
160,000 — acres of operating farmland in Flathead County
Residence of Origin:
$129 million —private investment in new business expansion in
2016—AB, WA, CA, MN, ID
2015 — WA, CA, OR, ID, CO
Kalispell during 2016, one of the highest on record
70% - households comprised of families in Flathead County, higher
Lodging:
than the national average of 47%
2016 - 62% stayed in hotel/motel;
16% home of friend/relative;
$54 million — bond approved by Kalispell voters for new and
3% rented cabin/ home
expanded school facilities, construction commences in 2017
$14 million — ER expansion and renovation at Kalispell Regional
2015 - 48% hotel/motel;
22% home of friend/relative;
Medical Center, to be completed in 2017
6% rented cabin/home
(Source: ITRR Quarterly Nonresident,
Q1-Q4 2016, Travelers that spent at
least one night in Kalispell)
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 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 account which includes
registrations and sponsorships from the CVB signature events. The Kalispell CVB (Discover Kalispell) is
governed by Kalispell Chamber board and the Tourism Advisory Council that approves and oversees the
allocation of the bed tax funds, and the Kalispell TBID board of directors and the Council of the City of
Kalispell that approves and oversees allocation of the TBID funds.
Purpose of marketing plan
Hosted large conferences: such as The FY18 marketing plan serves to direct the initiatives and
Professional Outdoor Media Association spending for Discover Kalispell and inform and educate the board
and Montana Governor's Conference on of directors, community stakeholders, Tourism Advisory Council
Tourism. CVB-sponsored conferences and the City of Kalispell. The bed tax and TBID funds work
attracted over 1,300 attendees during 2016. complimentary to support one marketing plan.
Wayfinding: Discover Kalispell completed
The mission of Discover Kalispell is to build awareness of Kalispell
the 36-sign citywide Kalispell wayfinding
as a travel destination and increase room night stays in Kalispell
project, a continuation of the 32-sign
hotels and motels. This is done with a consistent brand message
downtown wayfinding system.
delivered through a mix of advertising, signature events, public
Signature Events: recurring annual events
relations, group sales, and service programs to promote
generated over $4.8M in economic impact
visitations during the shoulder and winter seasons.
during 2016. Even with the forced
cancellation of the Montana Pond Hockey
Classic due to unseasonably warm weather,
60 of the teams chose to defer their
registration to the 2017 event.
M&C Promotion Infrastructure: completed
promotional infrastructure to increase
group and meeting business such as
quarterly a -news, downloadable meeting
guide, incentive program for local referrals,
show booth display and Linkedln company
page.
Effective Marketing Campaigns: fall/winter
and spring campaigns generated over 15M
impressions and 25,000 clicks to
DiscoverKalispell.com
Kalispell Chamber of Commerce/Convention & Visitor Bureau
and Visitor Information Center
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.kalispelichamber.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'18 Marketing Plan 14
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 highlights What Makes Montana Unique to our high -value audience through vivid,
quality imagery and videos highlighting our natural beauty, wide open spaces, and unique experiences
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 outlets 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 a growth economy: home to one of the fastest growing economies in the state, a
testament to the area's quality of life and business climate creating an ideal place to build a career
or company.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'1 g Marketing Plan 15
Opportunities
• During 2016 and 2017 Glacier National Park saw increased visitation during the shoulder and winter
months. Discover Kalispell will continue to focus on the off-season particularly as additional
amenities and services become available in or near the Park during those months.
• Parks Canada is celebrating a 150 year anniversary in 2017, offering free entrance into all parks.
That promotion should increase travel into Glacier from Waterton. Discover Kalispell will continue
to provide information on our area to GNP and area visitor kiosks to push those travelers to
activities and amenities outside the park.
• 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 of restoring the space as a unique
event venue to compliment the historic downtown.
Challenges
• The Flathead Valley saw an increase of 325 new guest rooms during the summer of 2016. 2017 is
slated to bring additional new properties in Whitefish and Kalispell. The new inventory has already
proven to demand adjustments for the established properties, particularly 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 decline of the Canadian economy and fluctuation of the dollar,
Flathead County has seen a decrease in visitations from Alberta. The Alberta economy is predicted
to see a recovery of 2% during 2017.
• The travel ban policies and media coverage will impact international travel to the U.S. and Montana.
Kalispell is already receiving comments from Canadian travelers that have strong hesitations to cross
the border for recreation, shopping, or events due to perceived and actual border crossing issues.
• Availability of direct air service to Kalispell is a focus for both the tourism and the business
communities. Cost and availability of seats is a barrier for Kalispell to effectively increase visitations
from some geographic and psychographic markets. The nonprofit Glacier AERO group continues to
work with airlines and the community to fund MRG's and marketing campaigns.
• The lack of public transportation throughout the Flathead Valley as well as from Kalispell to Glacier
Park impacts some visitors including the international traveler. It is hoped that the implementation
of Uber and other ride -sharing services will help to offset some of that demand.
• Although the area's tourism industry is making strides in smoothing out the hotel occupancy levels
between the height of summer and the 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
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 16
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 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.
The Travel Decision Process
"If you want to attract more travelers, don't give them more information. Give them inspiration. Don't
just tell them what they'll get while they're there —tell them what they'll take home at the end of the
journey." Daniel Levine, Travel Trends Expert
The trip planning cycle is not always a linear path, particularly for travel groups like Millennials. During a
traveler's quest for a one -of -a -kind trip they will encounter a 'whole world' of options and Montana is
not a first -tier top -of -mind destination. To get our destination on a traveler's itinerary means
understanding who our visitors are, and the travel resources influencing their choices. Destination
Analyst Destination Brand Research Study clarified that "Montana should assume little working
knowledge of its destination attributes among the traveling public". Being mindful of the trip planning
cycle and most effective media to use during that cycle is critical to the success of destination marketing.
Inspiration
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.
Messages delivered: Speak to the desire for a trip that includes scenery/being outdoors, relaxation, and
discovery/free-spirit adventure while also addressing safety, availability of modern comforts, and
dispelling perceptions of Montana being difficult to access. Highlight family -friendly events and
activities. Tell an inspiring story of what makes our destination special. Most travelers are also
considering the trip budget in the inspiration stage and the budget continues to have a strong influence
throughout the planning cycle.
Sources used:
• Destination websites: Visitmt.com, Glaciermt.com, DiscoverKalispell.com
• Use search engine marketing —targeted keyword campaigns for Glacier National Park and Flathead
Lake, for example.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 7
• Keep in touch with past visitors and engage locals on social media. Friends and family are a highly
used source in this stage.
• Videos for inspiration
• Blogs/articles about what makes your destination unique
• Sponsored content on online travel resources and retargeting to those who show interest
• E-newsletters sent to past visitors and prospects
• Compelling imagery of iconic natural resources and welcoming small town hospitality
• Consumer travel shows in target markets
• Earned media
Orientation
Second stage of the trip planning cycle revolves 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.
Messages delivered: address traveler's lack of knowledge of the historical and cultural offerings and
soften the perception that they will be isolated (being without common amenities) and the perceived
challenges of harsh weather. Highlight local food and culture. Food is a major hook in trip planning;
restaurants have evolved to become destinations in their own right, particularly with younger travelers.
Sources used:
• Provide access to reviews and ratings and sources to compare prices and features for lodging and
activities.
• Be present on popular travel sites - online advertising that leads to specific landing pages
• Content should encourage next steps — reserve a room, book an activity, schedule a tour
• Provide suggested itineraries - what you can do in 1 day, 3 days, 5 days — encouraging drive market
visitations
• E-marketing targeted to specific interests and demographic factors
• Highlight niche activities such as Breweries, Wineries, Distillery tours
• Local events calendar
• Use videos to highlight activities
• Provide checklists— i.e. 10 Day Hikes within 30 Minutes of Kalispell
Facilitation
Third stage includes making specific plans: booking activities and tours, making reservations for
transportation and lodging, checking weather predictions.
Messages delivered: 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, highlight unique 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.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 18
Sources Used:
• Mobile friendly website - bookings are still primarily done on desktops although consumers rely
heavily on mobile for researching travel - weather, attractions, and on -the -ground research.
• Provide clear methods to talk directly with a local expert —Visitor Information Center, mobile
friendly travel guide, answer any questions posted on social media channels.
• Feature season -specific content on website and social media
• Provide access to maps online
• Checklists — i.e. 10 Easy Hikes in Glacier National Park; Boat rentals and guides on Flathead Lake
• Lodging packages
• Visitor Information Center that has ample resources and knowledgeable staff
• Wayfinding signage to direct them to resources and unique activities once on the ground
Experience
Once they are here, be present with resources on the ground and current info on the website and social
media. Provide welcoming hospitality and don't promise something you can't deliver!
Discover Kalispell's Key Markets
Leisure/Consumer Travel
Montana's (and Kalispell's) primary audience is the nature -based outdoor traveler. According to
Destination Analysts' Montana Destination Brand Research Study, Montana is an aspirational destination.
Our unique scenic beauty and unspoiled natural assets make Montana an "unequaled place to engage
with the natural world while still enjoying the comforts of the modern one". Montana offers untapped
adventure, a place to "enjoy experiences that are entirely new as well as novel ways of enjoying the
familiar."
The leisure market for Kalispell continues to be active matures and young families that are looking for
affordable variety and a bit of culture and shopping with their outdoor -centered vacation. The Montana
Destination Brand Research Study stated that family travelers are a high potential visitor who index high
on outdoor psychographics and would expect to spend more and stay longer in the state than other
travelers. Kalispell is also seeing an increase in millennial visitors as the availability of amenities that
appeals to that generation are expanding in Kalispell. This is also verified by the ITRR 2016 Nonresident
Travel study, our signature event data, and anecdotal analysis within downtown Kalispell.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 19
The Destination Analysts study found that travelers interested in Montana were clear about what they
wanted in a vacation: "although the sense of a free -spirited vacation was attractive, the concept of
isolation was unnerving and they did not want to give up the "comforts of modern comfort"". Kalispell's
brand, Discovery in every direction, and our brand messaging of location - in the middle of northwest
Montana's iconic experiences - is the key message to attract this high value traveler. Kalispell's character
and local culture, highlighted in our downtown amenities, local events and opportunities to experience a
taste of Montana heritage in agriculture based activities, rodeo, hunting, fishing and history found in our
quality museums and Main Street experience, speaks to the high potential visitor's need for comfort and
authentic experiences.
Supporting Data
2016 ITRR Nonresident Travel Survey Report for Kalispell: (those that spent at least one night in Kalispell)
Top non-resident activities:
60% scenic driving
44% nature photography
42% day hiking
35% wildlife watching
24% recreational shopping
24%visiting historical sites
Demographic: Highest percentage age groups: 1) 55-64, 2) 65-74, 3) 25-34. Average age 55
Household income 1) $75k to less than $100k followed by 2) $50,000 to less than $75,000
61% had a travel group size of 2
74% of groups had all repeat visitors; 17% all first time visitors
78% plan to return within 2 years
65% said reason for visiting was vacation/recreation/pleasure
2016 - Top 5 residency of origin for nonresident visitors to Kalispell
ITRR - Alberta, WA, CA, MN, ID
DiscoverKalispell.com — WA, UT, CA, TX, CO
Kalispell VIC — Alberta, CA, WA, MI, TX
Direct Flight Markets
Glacier Park International Airport is serviced by Delta (SLC, MSP & seasonal to Atlanta and LA), Alaska
(SEA & PDX), United (Denver and seasonal to Chicago, and SFO), Allegiant (Las Vegas and seasonal to
Oakland and LA). GPIA had a 4.57% increase in ridership during 2016. The KCVB is on the board of
Glacier Aero, the Flathead Valley's non-profit group dedicated to increasing and sustaining direct flights
to Kalispell, and supports the revenue guarantee flights through media events, press trips, online
marketing and other targeted promotional campaigns. Increasing flights and seat availability are critical
to our success in attracting visitors from our key markets. ITRR study - Montana Expression 2016,
Vacation Planning, stated the two most cited reasons for not flying into Montana were that it was a trip
with destinations both in and outside of Montana, and the cost of flights. This was followed by the fact
that some indicated no direct flights were available from their city of origin.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 10
Public Relation Key Markets
Discover Kalispell leverages the PR exposure from media events in Seattle and San Francisco and hosted
press trips from those markets. Discover Kalispell is building awareness of our destination in emerging
geographical markets through our annual Signature Events.
Montana Dragon Boat Festival examples: California —southern and bay area, Calgary,
Edmonton, Lethbridge, British Columbia
Montana Pond Hockey Classic examples: New England states, Ellensburg Washington, California
Bay Area, Alberta, Saskatchewan, British Columbia
Montana Spartan Race examples: 48 states and the District of Columbia as well as four Canadian
provinces attend the Montana Spartan Race. Through the national marketing generated by
Spartan, NBC Sports coverage of the Montana event, as well as Discover Kalispell's PR and
marketing promotion, we are able to directly connect with thousands of out of state travelers
that may not have considered Montana for a vacation destination if not for the event.
Warm Season Markets
Kalispell will continue to connect with the Glacier National Park visitor, positioning our destination as
the best place to base their trip for easy access to a variety of activities, trails, retail, dining outlets that
offer local products, and a variety of affordable options appealing to families. As the majority of our
visitors are repeat (74% of groups had all repeat visitors, ITRR), Kalispell will continue to promote the
other iconic experiences outside of Glacier Park such as Flathead Lake, Jewel Basin, Lone Pine State Park,
trail systems and local and signature events. Close -by drive market travelers visit Kalispell in the warm
season for sports tournaments and notable events such as The Event at Rebecca Farm and Arts In The
Park, and to enjoy the variety of water sports and scenic driving and biking trails.
Discover Kalispell's Spring/Summer campaign expands to capture the attention of warm season markets
such as Salt Lake City, Seattle, Dallas, Denver and Los Angeles. The Los Angeles and Dallas markets are
included as key markets for Glacier Country Tourism and Los Angeles was identified as a key market for
Montana in the recent Destination Analyst brand study.
Winter and Shoulder Season Markets
Kalispell's winter and shoulder season visitors primarily travel from Alberta, Washington, California, and
Oregon. Visitors from Canada come to Kalispell for shopping, Discover Kalispell's signature events, golf,
skiing, hockey tournaments and medical tourism. Nonresident visitors from other markets come for our
signature events and to enjoy the variety of winter activities that are easily accessible from Kalispell as
well as the affordable variety of lodging and dining. They enjoy the traditions such as Moose's Saloon,
Western Outdoor, rodeos, downtown events, snowshoeing, dog sledding, and cultural activities at our
museums. Younger families both from Canada and our U.S. target markets are becoming aware of what
Kalispell has to offer and are attracted to the variety of kid -friendly activities and kid -friendly culture.
Discover Kalispell has hosted several family -centered travel writers and media outlets from Canada and
the Pacific Northwest to continue to strengthen this niche market.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 11
Discover Kalispell Fall/Winter campaigns are designed to connect with our direct flight markets (Chicago,
SFO and Seattle), and close drive markets of Spokane/CDA, Calgary/Edmonton and Lethbridge.
Group, Meetings & Conventions
Kalispell accommodates groups of 10-500 comfortably 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 and 700
for banquet seating.
There are twenty one TBID hotels in Kalispell offering over 1,700 rooms. The two largest convention
hotels can accommodate up to 280 rooms per night and over 16,000 square feet of meeting
space. Many affordable options for overflow rooms are nearby the convention hotels.
Based on our KCVB Occupancy Report, the group segment is a mix of association, corporate, social and
team, which was 14% of the total occupancy with November 2015 the lowest (7%) and June 2016 the
highest (15%). Corporate and team business support the shoulder seasons and corporate, association,
and tours hold strong in the peak seasons.
Group attendees are interested in outdoor activities, local events and tours, hosted receptions and meal
functions at unique venues. They are a high value segment for our group sales division.
KCVB Occupancy Mix
Market Segment
Percentage of total rooms
QTR 1 AVG
July -Sept
2015
QTR 2 AVG
Oct -Dec
2015
QTR 3 AVG
Jan -March
2016
QTR 4 AVG
April -June
2016
Corporate
20%
20%
18%
17%
Event
1%
0%
1%
1%
Government
9%
6%
4%
5%
Group
8%
1 11%
1 12%
1 13%
Tours
4%
0%
3%
1%
Transient/Leisure
60%
62%
63%
63%
M&C - Key Segment
Association business is more reliable and dependable than other market segments due to organizational
structures in their bylaws such as annual meeting agendas and a predictable number of members.
Organizations will continue to be part of a trade association to network, increase growth opportunities,
uncover new resources, and to have a common voice in industry -related policy.
Within the Association Segment, Agriculture is a key niche market for Discover Kalispell during FY18.
Agriculture continues to be one of the top providers for our state's economy and the need for healthier
and sustainable products has assisted in the momentum. The Flathead Valley has seen an increase in
agricultural activity over the last few years such as organic farms and commercial and school gardens.
Kalispell hosted two agriculture conferences in 2016: the Montana Organic Association and AERO
(Alternative Energy Resource Organization). Hosting these meetings gave us the opportunity to connect
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 12
with agricultural organizations and inform them of how the KCVB can facilitate and support meetings
and conferences.
The agricultural industry is growing and expanding within the western region of the U.S. with new
developments for educational programs, workshops and new organizations. The Flathead Valley has
cultivated a strong agricultural foundation that can be showcased as an example to bring meetings to
Kalispell.
M&C - Key Geographical Market
The Puget Sound area lies along the northwestern coast in Washington State. Seattle is part of the
Sound and the closest major U.S. city to Kalispell. Other cities in Puget Sound 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 service twice daily from Whitefish. Although the
Puget Sound region offers spectacular coastal scenery, Montana can provide authentic experiences that
only true "Montanans" can pull off. With an abundance of lakes, mountains, and Glacier National
Park, our iconic outdoor settings can create that inspirational venue for meetings and team
building. Productive meetings don't always require an epic trek and often are within a driving distance of
major cities. KCVB plans to attend trade shows that target planners from the Pacific Northwest such as
Smart Meeting Events and Connect. Connect offers events specific to Association planners.
Over the last three years KCVB has partnered with Glacier Country to promote and build awareness of
Montana as a meeting destination at IMEX (Incentive, Meetings and Event Expo). Our proximity to
Glacier National Park and choice of direct flights tends to surprise most planners and impels them to
seek more information.
M&C Emerging Market - Tour Groups
Groups or clubs will travel for activities related to their specific interest. The KCVB will seek out tour
groups that focus on activities such as history, culture and signature events. The Flathead Valley is
fortunate to offer a top-notch professional theatre, musical performances and one -of -a -kind events.
International visitors turn to their travel agencies and tour operators to get help with itineraries, travel
insurance and recommendations. International visitors perceive the Rocky Mountain region as safe and
want to visit the national parks and experience the western lifestyle.
Tour operators today recognize the seasonality of certain areas and create strategies and marketing to
highlight the non -peak times or shoulder seasons. Many companies have group departments that
specialize in specific itineraries (example: winter activities).
The KCVB will identify and promote to Groups and Clubs (those with specific interests) and tour
operators (regional and international). Identifying and building relationships with tour operators will be
beneficial when we host the International Round Up in 2018.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 13
M&C Emerging Market - Healthcare
Healthcare continues to be the leading employment industry for the Flathead Valley. Kalispell Regional
Medical Center is building a Neonatal and Pediatric Intensive Care unit and expanding the
gastrointestinal facility. The new developments will bring in specialized positions including surgeons,
neurologists and cardiologists. The skills they bring will prompt educational seminars and
workshops for healthcare professionals from outside the area. The Medical Tourism department at
Kalispell Regional promotes Kalispell and our sophisticated medical industry at national conferences and
trade shows. KCVB will collaborate with Kalispell Regional's travel coordinators, medical tourism
department and education coordinators to identify associations and conference meetings that could be
held in Kalispell.
Supporting Research
Destination Marketing —Trends for 2017
One of the challenges the travel industry faces in 2017 is fragmentation — the absence of a unique
identifier. A traveler's planning cycle spans across a series of touch points, media, and devices. It is a
challenge to adequately reach potential travelers throughout the planning cycle to assure they end up at
your destination. Through Facebook's increasing capabilities for advertising and retargeting, and
through pixel retargeting and geo-fencing, DMO's are able to start to create efficiency and obtain a true
ROL
Of course with all the technology we're faced with every day, it's only a matter of time before
consumers are overwhelmed and relook at the importance of human connections as part of the travel
experience. Trends are pointing in that direction especially with certain demographic segments.
Although technology may be the primary method used during trip planning human contact and
interactive experiences are what create trip memories. "Travel is a huge investment of time and money,
travelers will forget what companies offer through tech, what they say in their ads, but they will never
forget how these travel brands make them feel." (Skiff, Humanity Returns to Travel In An Age of Digital
Overload)
A Montana vacation provides memorable, low -tech experiences — either first time experiences or a
familiar outdoor activity in a new and spectacular setting. The Google Consumer Survey states that
prestige is now linked to unique and outstanding brand experiences versus the cost of an item or
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 14
prestige as defined by a logo. 67.6% of consumers surveyed preferred to spend disposable income on a
travel experience versus material objects. Perfect for Montana, a place for new and authentic
experiences.
The Montana Visitor
A high -value target for Montana is a traveler interested in outdoor travel and National Parks. Montana
is a place known for openness, unspoiled landscape, and wildlife. A place thought of as uncrowded,
safe, with a welcoming culture, roots in American ranch and agriculture, with rugged individuals.
Destination Analysts Destination Brand Research Study clarified that Montana evokes vivid, emotional
imagery of the outdoors in the mind of the traveler. Beyond that there is little knowledge of the state's
events, and historical and cultural attractions.
Montana is viewed as being more geographically isolated than its competition (CO, WY, UT) and can
seem intimidating if the experiences promoted are seen as being isolated. The steepest hurdle for
Montana DMO's to overcome is the perception that a Montana trip requires a lot of time (length of stay)
and is expensive to travel to. Our remoteness is both an asset and a detriment in the minds of travelers.
The Sharing Economy
HVS Consulting & Valuation conducted a recent study on the financial effect Airbnb has had on the hotel
industry, focusing on New York City, and found that hotels have been losing around $450 million in
direct revenues to Airbnb each year. Further data from the study found that in a single year's time,
Airbnb saw 2.8 million room nights booked versus 480,000 hotel room nights booked. The sharing
economy has the ability to be more responsive to market trends and has the potential to cause a
"seismic shift in the traditional methods of setting room rates and creating pricing strategies,
undermining hoteliers' ability to retain guests and market share". (Today's Hotelier, Rising competition:
The sharing economy's effect on pricing strategies)
The impact on traditional lodging properties is a lower ADR particularly during high season and around
large events. Each additional 10% increase in the size of the Airbnb market resulted in a 2-3 % decrease
in hotel revenue. (Hospitalitynet, The Impact of AirBnb on Hotel and Hospitality Industry)
AirBnb, VRBO and other short term rental options continue to impact the traditional lodging properties
in Montana. This impact is heightened with an increasing room inventory from new properties in
Montana's larger cities. Not only are the lodging properties adjusting rate to meet the appeal of short-
term rentals, they also have to deal with decreased occupancy due to the increase in room availability.
This highlights the importance of offering compelling lodging packages particularly tied around an event
or activity and the ability to promote that package effectively to potential travelers during the
facilitation stage of the trip planning cycle.
International Travelers
The national travel industry is concerned about the forecasted drop in international travel to the United
States. Major markets such as New York have revised their 2017 forecast to 300,000 fewer visitors
compared to 2016. Although Montana is a third -tier destination for international travelers, it does
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 15
provide measurable impact to certain areas of the state including northwest Montana, particularly
during the summer months. International travelers have strong interest in U.S. National Parks,
positioning Montana well for increased visitation. Experiences International travelers are most
interested in fit well for our destination: relaxation, visiting famous landmarks/attractions including
National Parks, taking scenic drives and road trips. Considering familiarity, Montana is behind states
such as CA, CO, NV, AZ, but ahead of Utah and Wyoming. (Destination Analysts) The potential backlash
from the Federal travel bans will likely have an impact on Montana.
Meeting, Convention and Group Travel
Two-thirds of planners surveyed by Successful Meetings said that creating compelling meeting
experiences was one of the most important priorities for effective meetings in 2016. (2016 Trends
Report and 2017 Forecast by CVENT Hospitality Cloud, March 2017). CVB's should respond by
introducing unique and captivating experiences for groups and individual attendees that provide the
incentive to choose our destination over others. Montana is the perfect destination for unique and
memorable experiences. Hosting qualified planners for a FAM trip is a cost effective way to get planners
to experience and then consider Montana as a location for the business they are booking.
A 2016 survey by EproDirect and Tambourine provides key findings of meeting planner preferences:
• Meeting planners would like to see stronger customer service, an improvement in the quality of
the facilities, flexibility and quicker response times from hotels in 2017.
• 59.17% stated that Email marketing communications is the best way to reach planners with
information, updates, and special offers. Followed by trade shows/events at 14.79%.
• The hotel website is the primary source of information planners use to learn about meeting facilities,
followed by CVB websites and internet search engines. They are primarily using their desktop or laptop
to access hotel websites, but many are also using their smartphone mobile devices.
• Meeting planners continue to find a great deal of value in FAM tours, meetings facilities guides and
new hotel openings.
• Planners seem to find facilities views and virtual tours to be the most helpful when selecting a meeting venue.
• Floor diagrams, measurements and capacity charts are the most important hotel website tools for
planners when selecting a meeting venue.
• Planners continue to read trade publications, but don't often use them as their primary source to learn
about meeting venues.
• Linkedln is the most often used social media channel followed by Facebook.
• Saving time and money are the most important benefits for planners who are engaging in multiyear contracts.
(EproDirect and Tambourine, online survey of meeting planners, Dec 2016)
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 16
Discover Kalispell's Cooperative Marketing
Cooperative Marketing Efforts
Discover Kalispell works cooperatively with the PR and Group Travel departments of MOTBD and Glacier
Country to assist with hosting press trips, social influencers, and participating in media events held in
Seattle and San Francisco. We collaborate with Explore Whitefish and Glacier Country on PR crisis issues
to ensure a consistent message to travelers. For the group travel, meetings and conventions segment,
Discover Kalispell participates in FAM trips, RMI site tours and meeting planner shows such as IMEX.
In our local market Discover Kalispell regularly meets 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. The increased
visitation to GNP has provided an opportunity to promote activities and attractions outside of the park,
making information available to GNP staff and the West Glacier VIC.
During FY17, Discover Kalispell collaborated with Explore Whitefish and Whitefish Mountain Resort,
along with a matching grant from MOTBD, to run an out -of -home campaign in San Francisco promoting
the new direct flight on United and winter travel to the Flathead Valley.
Discover Kalispell did not choose to participate in MOTBD co-ops during FY'16 or FY'17 but is open to
reevaluating co-ops as they become available and reengaging with MOTBD.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 1 17
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. Promote Kalispell for leisure -based group travel.
6. Connect with active meeting planners in drive market and regional areas.
7. Promote Kalispell as a meeting destination to local businesses and organizations.
8. Educate meeting planners on services the CVB provides.
9. Play an active role as a voice for tourism in the state and the community through positive
publicity and outreach.
Objectives
1. Increase occupancy at TBID hotels between October and June by 2% (as measured by TBID
Collections).
2. Increase total unique visitors to website by 10% over FY'17.
3. Create campaigns that package event tickets and room reservations during winter and shoulder
months.
4. Generate 15 media stories in target markets through public relations efforts.
5. Increase total social media reach by 5% over FY17.
6. Create two campaigns that enhance local agricultural products.
7. Successfully produce established signature events: on budget and with increased economic
impact to community.
8. Provide sponsorship through the CVB Event Grant program for new events or sports
tournaments that have long term growth potential during off-season.
9. Increase database of qualified and interested meeting planners by 20%.
10. Retain engagement of meeting planner database through quarterly newsletters.
11. Attend two regional tradeshows to promote Kalispell as a meeting 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 targeted advertising campaigns.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 118
KCVB Combined Budgets FY'18
TBID Projected Revenue
$ 560,000
Bed Tax Projected Revenue
$ 124,000
FY'17 Carryover
$ 55,000
FY'17 Carryover
$ 6,000
Total
$ 615,000
Total
$ 130,000
Program description
Program
Program
Project
Total
Project
Total
Administration - Operations *
$28,800
Administration
$20,050
Staffing - Wages, Employer Expenses
$220,450
Staff employer expenses (VIC)
$13,000
Director, Group Sales Mgr, Admin
Asst)
Admin-operations
$7,050
Marketing Support
$12,500
$41,750
Smith Travel Reports
$5,500
Organizational Memberships
$3,000
TAC/Gov Conf
$750
Research and Education
$4,000
VIC Staff -year round
$27,000
seasonal
$3,000
Opportunity
$5,000
Outreach
$1,000
Wayfinding
$5,000
Website
$27,000
$ -
Maintenance and enhancements
$9,000
SEO & SEM
$9,000
New website analysis and concepts
$9,000
Fulfillment
$4,500
phone (800 line)
$200
postage
$4,000
supplies
$300
Consumer Marketing
$88,250
Photo and video library
$4,000
Photo and video library
Social Media admin & advertising
$7,000
Social Media admin & adv
Creative services
$25,000
Media buy: print and online
$35,000
Online Advertising
Print Advertising
Travel show attendance
$2,500
Travel show attendance
Trade show booth
$1,000
Airport display
$750
EMarketing
$5,000
Visitor guide and niche brochures
$8,000
Printed Materials
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan
$2,000
$8,000
$14,000
$8,000
$1, 700
$2,000
1 19
$35,700
Events and Sports -Operations and Promotion
$138,000
Dragon Boat Festival
$30,000
Event Promotion - Press/media
$3,000
Spartan Race
$23,000
Event Promotion - Printed Adv
$1,000
Pond Hockey
$30,000
Event Promotion - Radio/TV
$1,000
Indoor Soccer
$20,000
Other event & sports sponsorships
$10,000
Event Promotion - Social Media
$3,000
Event Operations Management
$25,000
Event Promotion - Electronic
$3,000
$11,000
Groups and M&C $70,000
$17,000
Meeting Planner Shows $15,000
Meeting Planner FAM $12,000
Meeting planner incentive program $15,000
Advertising/ENews $15,000
Group photo and video library $2,000
M&C guide $2,000
Customer Mgmt System $6,000
M&C memberships $1,000
Online Digital Advertising $7,000
Sales calls $2,000
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 $ 615,000 1 TOTAL
*Operations includes bookkeeping, rent, office supplies, postage & copies, tech support, equipment & furniture, phone, audit
$ 130,000
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'18 Marketing Plan 120
Kalispell Chamber of Commerce/Convention & Visitor Bureau -F 38yarktingPlan 121