12. Component Units.COMPONENT UNITS
Page Fund Dept
1-29 TBID Annual Marketing Plan
30 7855 Tourism Business Improvement District
31 7855 Tourism Business Improvement District $ 606,000
32-34 BID Budget Letter
35-36 2701 Business Improvement District $ 147,183
Total Component Units $ 753,183
DISCOVER KALISPELL
FY2019 Destination Marketing Plan
40
Kal'ispell
MONTANAvery In Every Direction
DiscoverKalispell.com
100136
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Contents
Introduction - Welcome to Kalispell 3
Executive Summary 4
Nonresident visitor data and expenditures
Discover Kalispell, The Kalispell Convention & Visitor Bureau 5
Structure
Purpose of Marketing Plan
2017 Highlights
Kalispell and the Montana Brand 6
Strengths
Opportunities
Challenges
The Travel Decision Process 9
Inspiration, Orientation, Facilitation, the Experience
Key Markets 13
Leisure -Consumer Travel
Groups, Meetings & Conventions
Destination Marketing Industry Trends 19
Cooperative Marketing 23
Marketing Plan Goals and Objectives 24
Funding 25
Budget — Bed Tax and TBID
Pie Charts
Market Segments and Methods 29
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Welcome to Kalispell
Welcome to Kalispell, where the spirit of Northwest Montana lives. Where the mighty mountains of the
Crown of the Continent soar. Where the cold, clear Flathead River snakes from wild lands in Glacier
National Park and the Bob Marshall Wilderness to the largest freshwater lake in the west.
Where you can plan ahead for a trip of wonder —or let each new moment lead your adventures. Follow
the open road to see what's at the very end. Lay out the map and chart a course to its furthest corner.
Or explore the galleries, museums, and shops in historic downtown Kalispell —and maybe let the bakery
tempt you into an unexpected sweet treat.
Here in the heart of the Flathead Valley, life is awe-inspiring and simple at the same time. If we wish to
lose ourselves, there's millions of acres of protected, pristine forest to wander. If we wish to find
ourselves, we need only to channel the confident frontier spirit that drove the development of a
regional economic, cultural, and governmental powerhouse. These Western roots form the strong
foundation for a growing and diversifying community. Which is to say, we are proud of our history but
we don't plan on slowing down anytime soon. Just imagine how much energy all this fresh mountain air
gives us.
In the past few years, we have doubled down on our commitment to our walkable, vibrant downtown.
It's growing by the minute. And the amount of new breweries, distilleries, coffee shops, and restaurants
that have opened their doors on Main Street means your night out just planned itself.
Kalispell, Montana, is a place for skiers and hikers and fisherman. It's a place for creatives and ranchers
and scientists. It's a place for foodies and history buffs and lovers of the arts. It's a place for you.
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Executive Summary
Nonresident Data I
Flathead County - 2016
Nonresident visitors spent $505
million in 2016, 2nd highest level of
all counties.
Kalispell - 2017 I
20% of groups all first time visitors
70% of groups with all repeat
visitors
55% stated primary reason for trip
is vacation.
78% plan to return within 2 years
20% flew on a portion of their trip
Top Entry Points:
2017 — Superior, West Yellowstone
2016 — Roosville, Kalispell Air
Sites Visited On Trip:
GNP, YNP, Flathead Lake State Parks
Residence of Origin:
2017 — WA, OR, CA, BC, FL
2016—AB, WA, CA, MN, ID
Lodging:
2017 - 54% hotel/motel;
18% home of friend/relative;
5% rented cabin/home or room
2016 - 62% stayed in hotel/motel;
16% home of friend/relative;
3% rented cabin/ home
(Source: ITRR, Travelers that spent at
least one night in Kalispell)
Nonresident Expenditure Percentages -
Flathead County 2016
30%
25%
20%
15%
10%
5%
0%
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Facts & Figures
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I22,500 —population of Kalispell (2016)
100,000 — population of Flathead County (2017)
9.5% - increase in ridership at Glacier Park International Airport (2017)
3.3 million —visitors to Glacier National Park, 10% increase (2017)
$18 million — Flathead Valley Community College facility campaign
I to create a new library, student center and performance hall.
Revitalization — a core area plan and the City of Kalispell Downtown
Plan are underway, including removal of rail tracks and reclaiming
I Main Street for pedestrian -friendly shopping, dining & community
services.
Increased Air Service — United Airlines elevated their commitment
to Kalispell with summer direct service to Los Angeles as well as San
Francisco.
$65 million — of new facilities under construction at Kalispell
Regional Medical Center including pediatric center, emergency room
expansion and digestive health unit.
185 — miles of shoreline around Flathead Lake
2 million — pounds of sumptuous cherries harvested annually in the
Flathead Lake region
160,000 — acres of operating farmland in Flathead County
94% - of Flathead County land mass is national or state forest,
wilderness, agricultural, or corporate timber land.
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Discover Kalispell - The Kalispell Convention & Visitor Bureau
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.
2017 Highlights
National Award: U.S. Association of
Chamber Executives (ACCE) selected
Discover Kalispell's winter marketing
campaign for its highest honor in
communication excellence at the national
meeting in Nashville, July, 2017.
Step On Guide Services: KCVB staff member
completed certification in providing
historical and cultural tours under the
auspices of the National Association for
Interpretation. CVB is now able to fill
requests for a local guide from conferences
and tours hosting events in Kalispell.
New Event: As the first youth indoor
soccer/Futsal championship in the state,
the Montana Indoor Soccer Championship,
kicked off March 2-4, 2018. Discover
Kalispell's newest destination event
targeted to increase visitation during a low
occupancy time of year.
Purpose of marketing plan
The FY19 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
complimentary to support one marketing plan.
The mission of Discover Kalispell is to build awareness of Kalispell
as a travel destination and increase room night stays in Kalispell
hotels and motels. This is done with a consistent brand message
delivered through a mix of advertising, signature events, public
relations, group sales, and service programs to promote
visitations during the shoulder and winter seasons.
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
IGroup Sales Mgr: Dawn Jackson, dawn@discoverkaIispelI.com
Challenges with the Changing Climate: Due Sales & Admin Assist: Vonnie Day, vonnie@discoverkalispelI.com
to wildfire smoke and inconsistent winter
temperatures, Discover Kalispell was forced
to cancel two signature events: MT Dragon
Boat Festival and MT Pond Hockey Classic.
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
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Kalispell and the Montana Brand
More spectacular unspoiled nature: Kalispell is surrounded by 10 mountain ranges, a national park, two
national forests, one wilderness area, and the largest freshwater lake in the west.
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
• Growth economy: Kalispell is 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.
• Well-preserved cultural offerings: Discover the history of the Flathead Valley through three well-
preserved museums and iconic Main Street buildings.
• Energized downtown: Kalispell is undergoing several revitalization projects including completion of a
rail park, removal of railroad tracks in downtown and development of a linear park, and several
enhancements to improve the walk -ability and vitality of Main Street.
• Annual destination events: Montana Dragon Boat Festival, Montana Spartan Race, Montana Pond
Hockey Classic, Montana Indoor Soccer Championship, Skijoring at Rebecca Farm, The Event at Rebecca
Farm, Three Blind Refs and other events that attract participants from the U.S. and Canada.
• Winter destination: Kalispell and NW Montana offer easy access to a wide range of activities for the
winter destination traveler including Glacier National Park and Whitefish Mountain Resort.
• State Parks: Kalispell is surrounded by eleven state parks providing trails, activities, interpretative visitor
center, and water -based activities on Flathead Lake and Whitefish Lake.
• Authentic: Kalispell's residents are welcoming tour guides who care about a visitor's experience. It is a
local's mountain town with a deep-seated culture of outdoor adventure, agriculture, and other
traditional industries. Deep roots that form a strong foundation around which to grow and evolve.
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Opportunities
• Glacier National Park and Glacier Park International Airport saw increased visitation in 2017,
particularly during the shoulder and winter months such as October, December, January, and April.
Discover Kalispell will continue to focus on the off-season particularly as additional amenities and
services become available in or near the Park and as seasonal direct flights increase.
• 2018 is the 50t" Anniversary of the Wild & Scenic River Act which protects large segments of the
three forks of the Flathead River. Leverage media coverage of this event put out by national sources
such as NPS, NFS, BLM, US Fish and Wildlife Service or other mainstream media.
• Agriculture is a deeply rooted tradition with generations of families living and working in local farms
and ranches. 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. Discover Kalispell will continue to 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 City of Kalispell has adopted a Downtown Plan, providing guidelines to develop a vision to
address long-term sustainability of Kalispell's downtown.
• Alberta's economy saw resurgence in 2017 with an estimated growth of 4.5% due in part to
improving oil prices and a rebound in consumer spending. 2018 is expected to see a moderate
growth of 2.8%.
• The City of Kalispell has adopted a Conditional Use Permit that regulates short term rentals within
the city limits. Regulations include proof that the property is registered with the MT Department of
Revenue to collect bed tax. This increased oversite should help to shore up revenue losses as the
shared economy continues to grow in popularity with travelers.
Challenges
• The Flathead Valley received 325 new guest rooms during the summer of 2016. Two new lodging
properties are opening in Whitefish and Kalispell for a total of 186 additional rooms added to the
inventory in 2018. Opening in 2019 is an 84 room My Place in Kalispell. The new inventory has already
proven to demand adjustments for the established properties, particularly outside of the summer
busy season.
• 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 minimum revenue guarantees (MRG) and marketing
campaigns.
• 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, major events, and to avoid summer wildfires.
• The National Park Service is anticipating a fee increase which will affect Glacier National Park during
the peak summer season. The increase would significantly impact tour operators.
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• Depending on national policy decisions regarding travel ban and immigration, negative media
coverage may continue to have an impact on international travel to the U.S. and Montana.
• 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
the summer and ability to maintain adequate staffing levels during the fluctuating shoulder and
winter months.
• The traditional lodging properties in Kalispell are experiencing 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.
r
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The Travel Decision Process
Top reasons to travel: see new cultures and customs, experience the outdoors, conquer new
adventures, have time to think and reflect, create memories with friends and family.... Whatever the
reason and wherever you decide to travel, the trip planning cycle is not always a linear path and includes
several different stages.
During a traveler's quest for a one -of -a -kind trip they will encounter a 'whole world' of options and
Montana in general and Kalispell specifically, is not necessarily a top -of -mind destination. To be part of a
traveler's consideration set means understanding the visitor that would be attracted to our destination
and the travel resources influencing their choices. Good news is that the "Expectations to Travel"
remain strong. A national survey by Destination Analysists shows that 37% of American travelers expect
to take more leisure trips in upcoming year and 36.5% expect to increase their travel budget. The
January 2018 survey report included data which gauged the Likelihood To Visit for a long list of potential
destinations. The survey showed that 14.5% stated they were "likely to travel" to Montana during the
next 3 years, which is up from 12.7% in 2016. (Webinar, State of the American Traveler, Destinations
Edition, March 2018, Destination Analysts and Miles Partnership)
Stage 1: Inspiration - Dreaming
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. Cost of travel and availability of personal finances to travel will impact the
destination and type of trip chosen. Airfare and distance to travel to and within Montana may impact
the decision to select Montana. But when prioritizing what they do on their trip "activities and unique
experiences drive travel decisions." (Expedia Media Solutions)
Impediments to Travel: 44% of America leisure travelers said
personal finances kept them from traveling more in the past
year and over 30% reported that gasoline or airfare being too
expensive kept them at home during the past year.
Messages: Speak to the desire for a trip that includes 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. Include messaging in our promotions that shows the
affordability of a Montana vacation once they arrive and the
unique experiences and memories they'll receive. Highlight family -friendly events and activities. Tell
an inspiring story of what makes our destination special. Most travelers are also considering the trip
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budget in the inspiration stage and the budget continues to have a strong influence throughout the
planning cycle.
Tools:
Destination websites — visitmt, glaciermt, discoverkalispell
Targeted keywords for SEM
Destination social media channels
Blogs, articles, and inspiring photos & videos — show what makes destination unique
Sponsored content in targeting and retargeting campaigns
Emarketing to database — keep followers engaged
Travel shows —1:1 conversations with targeted potential travelers
Earned media/WOM — let others tell your story
27
Step 2: Orientation — Planning
Second stage of the trip planning cycle revolves around
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: Highlight the historical and cultural and
local offerings along with the outdoor recreation
opportunities and soften the perception that they
will be isolated (being without common amenities)
�—j Z
38%
OF TRAVELERS ARE
USING DMO SITES
AND VISITOR
GUIDES
47.7
AVERAGE MEAN
AGE OF THOSE
TRAVELERS
58%
OFTHOSE
TRAVELERS ARE
LOOKING
DISCOUNTS AND
BARGAINS
5
NUMBER OF
LEISURE TRIPS
THEY TAKE PER
YEAR
and the perceived challenges of harsh weather.
Highlight local food and culture. Food is a major Destination Analysts, DMO Resource Users, Summer
hook in trip planning - locally grown food and cultural food choices have evolved to become
destinations in their own right.
Tools:
Consumer reviews and ratings on travel websites
Be present on popular travel sites
Strong call to action in all content
Customized content for emarketing database
Local events calendars
Use video to highlight events and activities so they can imagine themselves in the picture
Checklists to incentivize trip planning — i.e. 10 day hikes within30 minutes of Kalispell
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Stage 3: Facilitation — Booking
Third stage includes making specific plans: booking activities and tours, making reservations for
transportation and lodging, checking weather predictions. Travelers do their homework when deciding
how to spend the moments of their trip. These 'hyper -informed' consumers have amped their
consumption of content across various media and devices.
Messages: 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.
Tools:
Mobile friendly website
Reliable sources for questions - VIC, travel
58.2%
use any user -generated con-
tent which includes hotel
reviews, travel reviews of
destinations, reviews of
restaurants and activities.
48.6%
used printed resources
including newspaper travel
section, magazines, commercial
guide books
58%
used social media — most widely
used source was Facebook with
17.5% of those surveyed stating that
they follow the destination on social
media during their planning stages.
15%
used DMO printed or
digital guide books
(destination Analysts, Travel Media & Technology, winter 2018)
guide, response to questions posted on
social media
Season -specific and niche activity content on website and social media
Online maps
Checklists - i.e. list of boat rentals and guide on Flathead Lake with complete contact info
Visitor Information Center that's open year-round
r
Stage 4: The 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!
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Stage 5: Sharing
Hopefully you've created loyal fans to your destination
and they'll be sharing trip photos on social media and
telling stories about their adventures at the next party
and family gathering.
Back to Stage 1, with the next traveler:
Inspiration — Word of Mouth, opinions of friends and
relatives, either direct or via social media, is the most
important way to find inspiration when deciding where
to travel.
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Discover Kalispell's Key Markets
Northwest Montana, due to the close proximity to Glacier National Park and world -class recreational
opportunities, is a leading destination for travelers interested in Montana. The primary audience for
both Kalispell and Northwest Montana in general, is the Glacier National Park and nature -based outdoor
traveler. Kalispell competes for those visitor room nights with other locales in the Flathead Valley.
Kalispell seeks to identify the target audience that will connect with our destination to base their
outdoor adventure/Glacier National Park vacation and will travel for destination events. A visitor
interested in Kalispell is looking for an affordable variety of shopping, dining and activities along with a
bit of culture for their outdoor -centered vacation. Kalispell's character and culture speak to the high
potential visitor's need for comfort and authentic experiences. These qualities are highlighted in our
downtown amenities, local events and opportunities to enjoy a taste of Montana heritage through
agriculture -based activities such as rodeo, hunting and fishing as well as our museums and Main Street
vi be.
Kalispell is the hub for meetings and conventions in northwest Montana offering more than 1,700 rooms
and 65,000 square feet of meeting and exhibit space managed by experienced hospitality professionals
and professional planners.
Leisure/Consumer Travel
Kalispell's key markets in the leisure travel
segment are active adults, budget conscious
families, and winter enthusiasts.
The emerging market for Kalispell is the Los
Angeles basin area. As identified in the Montana
Destination Brand Research Study, Los Angeles
"appears to be a hotbed of interest for Montana"
for both warm and winter season travel. This is
supported by Kalispell's data sources which
demonstrate a strong and consistent growth of
interest in Kalispell from Los Angeles. United
Airlines recently announced summer direct
service in 2018 and Los Angeles is also serviced
seasonally by Delta and Allegiant.
KEY GEOGRAPHICAL MARKETS:
WASHINGTON, SAN FRANCISCO, LOS ANGFLFS, ALBFRTA
SAN rRANCISCO • LOS ANGELES SPOKANEICDA • SEATTLE • CALGARY
SEATTLE TRI-CITIES • SPOKANEICOA LOS ANGELES • SAN rRANCISCO • CHICAGO
CALGARY
Warm Season
Kalispell will continue to connect with visitors interested in Glacier National Park, positioning our
destination as the ideal 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 (70% of groups had all repeat visitors, ITRR), Kalispell will continue to
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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 marketing campaigns typically run April —June.
Winter and Shoulder Season
Kalispell's winter and shoulder season visitors primarily travel from Alberta, B.C., Washington, California,
Utah, and Idaho. 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 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. Visitors enjoy the traditions such as Moose's Saloon,
Western Outdoor, rodeos, downtown events, snowshoeing, dog sledding, and cultural activities at
Kalispell's 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 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. Discover Kalispell's annual fall/winter
marketing campaigns are designed to promote easy access to a Montana winter adventure on direct
flights (Chicago, San Francisco and Los Angeles), and a short drive from Spokane/CDA and Calgary.
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, SFO and Los Angeles), Allegiant (Las Vegas and
seasonal to Oakland and Los Angeles). GPIA had a 9.5% increase in ridership during 2017. 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.
Leisure Travelers were asked what are the Biggest Impediment to travel: 19.8% said Airfare was
too expensive (#3 out of a list of 14) (Destination Analysts)
Q AL SKA
SFO OAK
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Supporting Data
ITRR: 2017 Nonresident Travel Survey Report for Kalispell: (those that spent at least one night in Kalispell)
Top non-resident activities:
68% scenic driving
48% wildlife watching
47% nature photography
47% day hiking
40% recreational shopping
26% visiting historical sites
WoFOW
58 64%
OVERAGE AGE, HAD A TRAVEL
IEDIAN AGE 60 GROUP SIZE OF 2
MOST HAD A HOUSEHOLD
INCOME RANGE OF
�50K - $75K
FOLLOWED BY
$75K TO LESS THAN $100K
TOP 5
RESIDENCY OF ORIGIN FOR NOW
RESIDENT VISITORS TO KALISPELL:
ITRR - WA, OR, CA, BC, FL
DISCOVER KALISPELL.COM ANALYTICS
TOP 5 RESIDENCY OF ORIGIN OF WEBSITE USERS
Alberta, Minnesota, Washington, Oregon, California
KEY MARKETS AS MEASURED BY PERCENTAGE OF NEW USERS:
WASHINGTON
83%
INCREASE
Seattle, Spokane,
Vancouver, Tacoma,
Yakima, Spokane Valley
CALIFORNIA
23%
INCREASE
67% increase in visits
from Los Angeles basin
and 71% increase from
San Francisco area
ALBERTA
3%
INCREASE
Calgary, Edmonton,
Lethbridge
(FY16 over FY17)
NSight - TOP SOURCE MARKETS FOR KALISPELL:
Destinations with the highest percentage for
search to book and book to stay:
Los Angeles basin area consistently has the highest percentage
Followed by: Minneapolis, Florida, Dallas, New York, Philadelphia, San Francisco,
Chicago, and Atlanta
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GLACIER PARK INTERNATIONAL AIRPORT
PASSENGER ORIGINATING DESTINATION DATA, 2017:
Los Angeles and San Francisco consistently rank in top 10 for highest number of
`visitor' passengers even though direct flights are not available year-round.
Top originating destination of travelers flying into GPIA:
Q1 — SEA, LAS, LAX, DEN, MSP, SFO, ATL, PDX
Q2 — SEA, LAX, LAS, DEN, OAK, MSP, ATL, SFO
Q3 — LAX, SEA, DEN, MSP, OAK, DFW, SFO, PDX
Group, Meetings & Conventions
One of the primary goals of Discover Kalispell is to increase travel by attracting groups, meeting and
conventions. Group and tour business accounts for 10% of total room nights for the 21 Kalispell hotels
during FY17. The Country Inn & Suites by Radisson scheduled to open in June 2018 with 100 rooms and
4,000 square feet of meeting space. Country Inn & Suites is located at the Glacier Park International
Airport and will feature a pool with a slide and future development includes a restaurant and convenience
store. A My Place 84 room property has begun construction and is slated to open in 2019. This will bring
the Kalispell's total room availability to 1,975.
Groups of 10-500 can be comfortably and adequately accommodated in Kalispell. The most common group
size is 50-120. The largest event space in our hotel properties can hold up to 880 for a reception and 700 for
banquet seating. The two largest convention hotels can accommodate up to 280 group rooms per night and
have over 29,000 square feet combined. Along with our convention hotel space there are numerous unique
meeting venues in the Historic Downtown Kalispell that also serve as part of Kalispell's Cultural museums.
MARKET SEGMENT PERCENTAGE OF TOTAL ROOMS AT
KALISPELL LODGING PROPERTIES:
12% CORPORATE
4% GOVERNMENT
1 O% GROUP
3%TOURS
GTR I AVG• JULWSEPT 2016
G E%CORPORATE
5% GOVERNMENT
6% GROUP
1% TOURS
OTR 3 AVG - JAN-MAR 2017
OTR 2 AVG - OCT DEC 2016
OTR 4 AVG - APRJUN 2017
15% CORPORATE
3% EVENTS
6% GOVERNMENT
9% GROUP
1 % TOURS
14% CORPORATE
4% EVENTS
6% GOVERNMENT
6% GROUP
1Yb' TOURS
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 116
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M&C — Key — Key Segment
Association continues to be the most reliable and dependable market due to their organizational structures
in their bylaws such as annual meeting agendas, rotation process for state, regional and national and the
predictable number of members.
Out of twelve RFP's sent to TB/D hotels in FY17 50% are from the association market.
Professionals find it important to belong to associations for reasons such as networking with like-minded
professionals, to be a voice and advocate for their industry, and be exposed to industry trends to name a
few. Kalispell's businesses are thriving. Top industries in the Flathead County are Healthcare,
Manufacturing and Tourism. For example, healthcare is expected to grow here in the next 10 years and
economists are predicting another 21 percent increase in health care employment between 2014 and 2024
With this trend on the rise, it will be the goal of Discover Kalispell to tap into the association and
organizational connections of local professionals through our Bring it Home campaign, a referral program
where locals receive a $10 gift card for every meeting, conference referral they give. The Kalispell Chamber
membership of over 700 businesses and associations is a good source to tap into. The Kalispell Chamber
continues to be a strong resource for the KCVB and a tourism advocate with their local members.
M&C — KeyM&C — Geographical MarketMarket
The Puget Sound area will remain a focus for Discover Kalispell to discover new planners and continue to
build relationships. 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 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 driving distance of major cities.
Discover Kalispell attended the Pacific Northwest Connect tradeshow in 2017 and met with 17 planners
specifically from that region. It was great exposure for Kalispell and the information was very well received.
Rates, flight availability and activities were high on their priority list and we have all of that to offer here.
Discover Kalispell will continue to partner with MOTBD and Glacier Country to attend IMEX (Incentive,
Meetings and Event Expos) in Las Vegas. Since Montana as a whole doesn't have a large presence at the
meeting and convention shows, the partnership between the state, regions and CVB's make it viable to
highlight Montana as a meeting destination.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 117
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Emereine Markets -Tour Groups. International Market
Kalispell has the right elements and events to attract regional and international groups, clubs, and hobby
groups for activities related to their specific interest. Discover Kalispell will seek out tour groups and clubs
that focus on activities such as history,
culture and the activities that encompass
our signature events. Our high caliber
artists, performers and one -of -a -kind
events will be sure to attract the right
audiences.
Kalispell is hosting the International
Roundup in April, 2018 to bring in over 40
tour operators to experience Kalispell. It
has been over 20 years since this event has
been held in northwest Montana. It is an
100 TOUR
OPERATORS
OFFERED PRODUCT IN
KALISPELL WITH
219148
ESTIMATED OVERNIGHT
ROOMS FROM
INTERNATIONAL
TRAVELERS
IN 2016.
(Rocky Mountain
International's proprietary
T.R.LP Report)
opportunity for our local hoteliers, activity
vendors to showcase their business or service and for Discover Kalispell to educate them and continue
building relationships with these operators. International visitors turn to their travel agencies and tour
operators for itineraries, travel insurance and suggestions. The Rocky Mountain region is perceived as safe
and international visitors want to see the national parks and experience the historic and western ambiance.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 118
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Travel Industry Trends
Destination Marketing —Trends for 2018
Every destination needs to consider the long-term implications of tourism in order to ensure that the right
balance is achieved between economic, environmental and social value. (Destination Think Forum, 2016). It
is the responsibility of a DMO to be involved in planning discussions and have a role in managing and
improving the destination. Visitor capacity is already an issue in Glacier National Park during July and
August. Tourism stakeholders such as CVB's, Chambers, Glacier National Park, Flathead Forest Service, and
activity vendors are developing strategies to promote activities and attractions outside the park to help
mitigate the negative impacts of overcrowding and potential trail and road closures. Discover Kalispell is
also involved in the Flathead Country Trails Plan update, the City of Kalispell Downtown Plan and Core
Development Project.
The success of a DMO has traditionally been measured by what is out of their control - hotel occupancy and
lodging tax revenue. A DMO's role is to influence travel to a destination. With countless external factors
impacting occupancy that measurement is not an accurate correlation of a DMO's success. Industry
leaders are recognizing that the key to sustaining and grow funding is effective measurement. As Tourism
New Zealand CEO Kevin Bowler stated, "I don't think policy makers struggle to understand the economic
value of tourism. They struggle with understanding the additional value that a destination marketing
organization brings to the industry." (Skift, Secret to Bigger Destination Marketing Budgets, May 2015). A
goal for Discover Kalispell is to invest in research to better understand the ROI of our marketing initiatives
then utilize those data insights to make effective marketing decisions. Data from platforms such as
Arrivalist measure the way media influences decisions to travel to a particular destination. This type of data
more accurately demonstrates a return on investment than relying on hotel occupancy and revenue as
performance measurements.
Looking at the bigger picture - Is the role of a destination marketing organization changing? Trends are
showing that DMO's are shifting their focus from promotion to product, seeing promotion as a role of the
visitor in this digital age. Utilizing the variety of online tools available, travelers can easily share their
experiences and build awareness and interest in a destination.
How can a DMO shift its focus on the visitor experience in order to deliver the right destination
experience that creates brand advocacy from visitors and residents alike? (Destination Think,
Leading Your Destination Into the Future, 2016)
Travelers interested in festivals and special events account for 34.5% of leisure travelers. Event travelers
have a mean age of 40, 53.8% are college graduates, this group has a higher annual travel budget, takes 5.1
leisure trips annually and actively use social media to plan their travels. (Destination Analysts Traveler
Segment study, Summer2017). Discover Kalispell includes destination events as a major strategy to
increase visitations during shoulder and winter months. Our 2017 signature events were impacted by
changes in climate, including the wildfire smoke and fluctuating winter conditions, which caused two
annual events to be cancelled. Discover Kalispell will build on the six year success of the events by
reevaluating current offerings and looking at new opportunities that are less reliant on climate fluctuations.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan Page 119
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Destination marketing trends and tools are constantly changing. How to best connect with your audience
today will be different a month from now. It is a challenge for DMO's to manage the always -changing social
media algorithms as well as the numerous other content marketing tactics. Facebook rolled out significant
changes in 2018, which forced DMO's to reexamine the social media strategy. Why is social media an
effective marketing tool? It allows a destination to talk to visitors and potential visitors and builds word of
mouth (WOM) recommendations. Social media's ROI is brand awareness — a tool to grow interest in the
destination. To measure the effectiveness of a social media strategy is to increase social engagement as a
percent of total followers.
"Companies should focus more on how to BE social, and less on how to DO social media". (Jay Baer,
Con vineandCon vert. com)
Just when we were all focused on mobile, trends now show that many traveler groups prefer their desktop
computer. 30% strongly prefer laptop to research activities and attractions, with the strongest affinity for
desktop by Boomers and the growth in mobile addiction is slowing across all demographics. (Destination
Analysts, State of American Traveler, Mobile Edition, Fall 2017)
DMO's marketing strategies need to be ready to meet the key market visitor where they
are today and be ready to go where they are tomorrow. (7 Destination Marketing Trends for 2018,
Devin Meister, Wilson Advertising)
The Montana Visitor — Winter Enthusiasts
The winter enthusiast traveler is primarily a ski vacation audience, but when provided a list of 37 winter
destination attributes and asked to select which were important to evaluating a destination, 58.9% selected
outdoor activities other than skiing or snowboarding. When asked to select the three most important
attributes for a winter recreation destination, superior snow quality, outdoor activities other than skiing
and snowboarding, and general/overall costs in the destination received the most votes. This is good news
for Montana and Kalispell. Outside of superior snow quality which can fluctuate year -over -year, our area
offers abundant options for winter experiences and the cost of our destination is lower than the better
known winter recreation places such as Colorado and Utah. And when winter enthusiasts take into
consideration Montana's beautiful landscape, national parks, and wildlife those travelers have a growing
aspiration to choose Montana. (MOTBD Winter Enthusiast Research, January 2018)
Discover Kalispell directs approximately 70% of annual marketing campaign dollars to the winter season.
MOTBD is revisiting their winter campaign strategy and is anticipated to increase their winter marketing
budget. Discover Kalispell will plan to coordinate and partner with MOTBD and Glacier Country to promote
a consistent message that most effectively speaks to the winter enthusiasts' propensity for quality snow,
affordability and other activities, which we know we can deliver on.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 120
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Meeting, Convention and Group Travel
Research conducted by Destination Analysts surveyed 569 meeting professionals with corporate,
association, and third -party planners, as well as those who plan city-wides and those solely focused on self-
contained meetings. Here are some of their findings:
Top five most important components in measuring success of a meeting or event, and the type of planner
who rated them the highest:
o Attendee satisfaction 38.3% - SMERF Planners (43.0%)
o Number of attendee registrations 36.0% - Association Planners (50.3%)
o Client satisfaction 30.2% - Third -Party Planners (54.3%)
o Achieving meeting goals 28.8% - Corporate Planners (40.0%)
o Staying within the budget 14.4% - Corporate Planners (19.2%)
Top 5 most important attributes for a meeting location and the type of planner that rated that value the highest:
o Geographic location 91.0% -Third-Party Planners (93.4%)
o Hotels — quality 89.3% —Third-Party Planners (93.4%)
o Meeting facilities 89.1% - Association Planners (92.3%)
o Hotels — rates 89.1% - Third -Party Planners (92.1%)
o Overall cost of holding a meeting in the destination 88.2% - Association Planners (92.3%)
While a CVB's role in the meetings process is largely described as a "one -stop shop" for destination
expertise, there is notable lack of specific knowledge of many functions and services a CVB provides.
Meeting planners were asked to describe a CVB's role in the meeting planning process:
u
39.8% 18.1% 12.8%
DESTINATION SITE VISITS - HOTEL DISTRIBUTE RFP'S
EXPERTISE SELECTION HELP
3
12.8%
LOCAL CONNECTIONS -
LIASON WITH STAKEHOLDERS
I
-
12.3%
PROVIDES SUPPORT - SAVES
TIME AND MONEY
(Destination Analysts in partnership with Destinations International and Miles)
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 121
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Despite being a slightly lower measure of success compared to attendee satisfaction, issues related to cost
are largely the key challenges meeting planners face in executing a successful meeting. CVB's that can
assist or otherwise provide relief in this area are likely to be highly valued. Kalispell is the perfect meeting
destination to support meeting planner preferences for several reasons: 1) our iconic location near Glacier
National Park, 2) quality lodging options, 3) ability to help planners combat the overall meeting cost
compared to larger cities, and 4) being a one -stop -shop.
Discover Kalispell utilizes monthly, quarterly and annual campaigns to promote the professional services
provided through the KCVB. In addition to the downloadable Kalispell Meeting Guide a quarterly
newsletter is sent to the meeting planner database, articles are posted regularly to Discover Kalispell
Linkedln profile, and we educate the local business community and tourism stakeholders on the economic
impact attained through meetings and group business. This is achieved through presentations, monthly
newsletters, and incentives to refer a meeting or conference through the Bring It Home Campaign.
According to STR's recent study of meeting planners (DestinationMAP), almost two-thirds of all meeting
planners attended at least one conference in the past 12 months (2017). Listed as the preferred trade
shows and conferences are: IMEX, MPI (Meeting Professionals International), ASAE (America Society of
Association Executives), PCMA (Professional Convention Management Association) and Connect. Discover
Kalispell's continued attendance at IMEX and Connect give us the ability to meet new planners and build on
existing relationships. Additionally, hosting a FAM for meeting planners who have never been to Kalispell,
is a cost effective way to validate Kalispell as desired meeting destination.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 122
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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 media events. 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 with Montana region and CVB representatives.
During FY18, Discover Kalispell participated in MOTBD Family Fun print advertising match campaign. We
will evaluate the available joint venture opportunities in FY19 and participate if it fits within our marketing
strategy and budget.
In the local market Discover Kalispell regularly meets with 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. Discover Kalispell assists with
funding for the West Glacier VIC. Due to the increased visitation and overcrowding during July and August,
GNP and Glacier Conservancy staff have assisted by promoting activities and attractions outside of the park
during the annual park staff training, making information and resources outside the park available to park
visitors, and staffing the VIC at the West Glacier Belton Depot. Discover Kalispell is a member of the
Flathead County PATHS Committee, whose vision is to create safe and convenient networks of multi -use
trails connecting Flathead County communities, schools, parks, and public lands for the benefit of area
families, the economy and the environment.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 123
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Marketing Plan Goals and Objectives
Goals
1. Generate increased press and public awareness of Kalispell in targeted U.S. and International
markets.
2. Build relationships with visitors as demonstrated through increased usage and engagement with
our key platforms.
3. Grow winter and shoulder season visitations.
4. Acquire applicable research to understand the ROI of KCVB initiatives and incorporate data insights
to make effective marketing decisions.
5. Promote Kalispell for tour group travel, domestic and international.
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 and involvement in the downtown and core area redevelopment projects.
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 15% over FY18.
3. Increase consumer database by 7% over FY18 (equates to additional 1,000 opt -in subscribers).
4. Gauge interest in Discover Kalispell social media channels by measuring the level of engagement.
Obtain an average post engagement equal or greater to 10% of total followers.
5. Generate 10 media stories in target markets through public relations efforts.
6. Maintain crisis communication plan to effectively communicate with Discover Kalispell's audience
and to assist local businesses and stakeholders.
7. Host two press trips with travel media from key markets.
8. Successfully produce KCVB signature events: on budget and with increased economic impact to
community.
9. Provide sponsorship through the CVB Event Grant program for new or expanding events or sports
tournaments that have long term growth potential during off-season.
10. Increase database of qualified and interested meeting planners by 30% over FY18.
11. Retain engagement of meeting planner database through quarterly newsletters.
12. Attend two regional tradeshows to promote Kalispell as a meeting destination.
13. Host one meeting planner FAM of qualified planners who have never been to Glacier Country.
14. Connect and engage with meeting planners through two targeted advertising campaigns.
15. Increase referrals to the KCVB Bring It Home program by 20% over FY18.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 124
Funding
KCVB Combined Budgets FY'19
TBID Projected Revenue $ 600,000
FY'18 Carryover $ 6,000
Total $ 606,000
Program Description Prograr
Project Total
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Bed Tax Projected Revenue $ 132,000
FY'18 Carryover $ 5,000
Total $ 137,000
Prnnrnm
Administration
$18,000
Staffing
$238,000
Staff employer expenses
$11,000
Operations
$29,000
Rent
$7,700
Rent
$700
Phone
$2,800
Office Supplies
$1,500
Office Supplies
$750
Postage & copies
$750
Postage & copies
$1,000
Audit
$2,000
Bookkeeping
$3,000
Bookkeeping
$2,500
City of Kalispell Assessment Fee
$5,000
Travel & entertainment expenses
$2,000
Tech support
$500
Tech support
$250
Equipment, Software & furniture
$1,000
Equipment & furniture
$800
Annual meeting
$2,000
Storage Unit
$750
Miscellaneous
$1,000
Marketing Support
$18,500
$48,700
Smith Travel Reports
$6,500
TAC/Gov Conf
$700
VIC staff - year round,
Organizational Memberships
$3,000
seasonal
$33,000
Training and Education
$3,000
Opportunity
$9,000
Research
$6,000
Outreach
$1,000
Wayfinding
$5,000
Website
$37,000
$ -
Maintenance and enhancements
$0
SEO & SEM
$7,000
New website
$30,000
Fulfillment
$ -
$4,300
phone (800 line)
$100
postage
$4,000
supplies
$200
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 125
Consumer Marketing
Photo and video library
Social Media admin & advertising
Creative services
Media buy: print and online
Travel show attendance
Trade show booth
Airport displays
EMarketing
Visitor guide and niche brochures
Events and Sports -Operations and Promotion
Dragon Boat Festival
Spartan Race
Winter event
Event & sports sponsorships
Event Operations Management
Groups and M&C
Meeting Planner Shows
Meeting Planner FAM
Meeting planner incentive
Advertising/Enews
Group photo and video library
M&C collateral, website
CRM System
M&C memberships
Sales calls
$2,000
$5,000
$22,000
$35,000
$2,750
$1,000
$750
$4,000
$8,000
$20,000
$23,000
$30,000
$10,000
$10,000
$15,000
$14,800
$17,800
$17,800
$600
$5,000
$6,000
$1,000
$2,000
$80,500
$93,000
$80,000
Publicity $30,000
Travel media press trips/FAM $13,000
Proactive & reactive PR $16,000
Kalispell branded merchandise $1,000
TOTAL $ 606,000
Photo and video library
Social Media admin & adv.
Online Advertising
Print Advertising
Travel show attendance
Printed Materials
Event Promotion
- press/media
Event Promotion
- Social Media
Event Promotion
- Electronic
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$3,000
$8,000
$16,000
$8,000
$2,000
$3,000
$1,000
$2,000
$1,000
nline Digital Advertising $10,000
roup Marketing Personnel $12,000
TOTAL
$40,000
$4,000
$22,000
$ 137,000
*Bed Tax: If revenue DECREASES by 10%, travel show attendance
and photo/video library would be decreased.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 126
Kalil ell
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Bed Tax - Total budget = $137,000
87% of total allocated to marketing — marketing support, consumer, event, group, and fulfillment
Event Marketing, 3%
Fulfillment, 3°
Group Marketing,
16%
Consumer
Marketing, 28%
Administration, 13%
TBID - Total budget = $606,000
56% of total allocated to marketing — marketing support, website, consumer, events & sports, M&C, publicity
Publicity/PR 5%-,
Meetings &
Conventions 13%
Events and Sports
Tournaments 15%
Consumer Marketing
13%
Website
6%
Staffing and
Operations 44% l
Marketing Support 3%
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 127
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Combined Budgets — Total budget = $743,000
Bed Tax and TBID
62% of total allocated to marketing
Website 5%
Publicity/PR 4%�
Group/M&C 14%
Operations/ admin
38%
Marketing Support
9% M
Event Operations and
Marketing 13% Consum
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 128
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Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'19 Marketing Plan P a g e 129
Kalispell - TBID Budget FY'19
Projected Revenue
FY'18Carryoverl
Total
Program Description
Staffing
Operations
I $ 600,000
$ 6,000
$ 606,000
$238,000
I
I
I
$29,000
Marketing Support
(Smith Travel Reports
$18,500
I $6,5001
_(Organizational
Memberships
I $3,0001
(Training and Education
I $3,0001
(Research
$6,0001
I
Website
I
I $37,000
IMaintenance and enhancements
I $0
ISEO & SEM
I $7,0001
New website
I $30,000
I
Consumer Marketing
I $80,500
,Photo and video library
I $2,0001
ISocial Media admin & advertising
I $5,0001
(Creative services
I $22,0001
I Media buy_ print and online
I
Travel show attendance
Trade show booth
Airport displays
JEMarketing
I $35,0001
I
I $2,750
I $1,000
I $7501
I $4,0001
Ivisitor guide and niche brochures
I $8,0001
I
I
I
Events and Sports -Operations and Promotion
I
I $93,000
IDragon Boat Festival
I $20,0001
ISpartan Race
I $23,0001
(winter event
10ther event & sports sponsorships
Event Operations Management
I $30,0001
I $10,0001
I $10,0001
I
I
Groups and M&C
I
I $80,000
Meeting Planner Shows
Meeting Planner FAM
Meeting planner incentive program
I $15,0001
I $14,8001
I $17,8001
(Advertising/Enews
I $17,8001
(Group photo and video library
I $6001
IM&C collateral, website
I $5,0001
ICustomer Relationship Mgmt System
I $6,0001
IM&C memberships
I $1,0001
ISales calls
I $2,0001
I
I
I
Publicity
I
I
I $30,000
(Travel media press trips/FAM
IProactive & reactive PR
(Kalispell branded merchandise
I
TOTAL
I $13,0001
I $16,0001
I $1,0001
I $ 606,000
TOURISM BUSINESS IMPROVEMENT DISTRICT
FUND: 7855
PROJECTED FIDUCIARY RECEIPTS AND FUNDS DUE TO
BEGINNING CASH
10100 CASH:
Total Cash
RECIEPTS (DUE TO TBID)
10100 Room Tax
DUE TO
Total Receipts
TOTAL AVAILABLE
Administration
Staffing
Marketing Support
Website
Consumer Marketing
Events and Sports - Operations and Promotion
Groups and M&C
Publicity
ENDING CASH
CASH:
ACTUAL
BUDGET
ACTUAL
BUDGET
FY16/17
FY17/18
FY17/18
FY18/19
$49,000 $55,000 $55,000
$49,000 $55,000 $55,000
$6,000
$6,000
$525,000
$560,000
$560,000
$600,000
$525,000
$560,000
$560,000
$600,000
$574,000
$615,000
$615,000
$606,000
$28,800
$29,000
$220,450
$238,000
$12,500
$18,500
$27,000
$37,000
$88,250
$80,500
$138,000
$93,000
$70,000
$80,000
$30,000
$30,000
$519,000 $615,000 $609,000 $606,000
$55,000 $0 $6,000 $0
PROGRAM DESCRIPTION
The Tourism Business Improvement District is a component unit of the City of Kalispell. The City does not record revenues and expenses of the
district. The funds are passed thru to the Chamber of Commerce. The Chamber is responsible for managing the funds and providing the City with
financial statements.
31
KALISPELL BUSINESS IMPROVEMENT DISTRICT
Air
rT
DOWNTOWN
KRISPELL
Board of Directors
Marshall Noice, Chair
Christopher Petersen
Eric Robbins
Karen Sanderson
Debbie Snyder
jMaggie Doherty
I Kisa Davison
Executive Director
Pam Carbonari
Downtownkalispell.com
May, 8, 2018
2018 -2019 BUDGET
.>111
i_
'Z
Mayor Johnson and City Council,
The following is the proposed budget for the City of Kalispell Business Improvement District. This budget keeps
in mind the Mission, Vision and Purpose of the District. The past work plans and budgets together with the BID
assessment formula were reviewed. The new BID is not yet 1 year old and after discussion it was determined that
the assessment should remain the same as 2017 — 2018, A list of accomplishments and a work plan for 2018 —
2019 follows.
The Mission of the Kalispell Business Improvement District
To promote and foster economic growth and stability within the Business Improvement District while preserving
Downtown Kalispell's rich historic and cultural identity.
The Vision
By preserving historic charm, fostering growth, promoting a sense of community and improving image, Downtown
Kalispell will develop into an attractive location for investors, property owners, business owners, and residents, and
become a destination point for visitors.
KALISPELL BUSINESS IMPROVEMENT DISTRICT
The Purpose
To accomplish its vision of creating a vibrant and dynamic business district the BID works to•.
• Build effective partnerships with businesses, institutions, property owners and city government to
maintain a clean and safe community.
• Attract, retain and promote quality businesses and retail segments too support our local economy.
Promote Kalispell as a renowned destination point with a business, retail and institutional mix offering
unique products, services and events.
Coordinate programs designed to promote Kalispell as the preferred place to shop, work, learn and live.
Accomplishments 7,0I7 �V18
Old and New BID Districts
• Successfully petitioned the City of Kalispell to establish the BID with an enlarged
district for 10 years
• Hired an independent contractor to design and implement a new website
• Fagade Improvement Program — Reviewed the application process and program for
implementation in the 2018 -- 2019 budget year
• Funded and supervised the Downtown Ambassador -- keeping downtown clean &
friendly
■ Downtown Ambassador contracted to clean downtown parking lots and decorative
garbage cans
o Flowers for the BID District purchased and planted
o Contracted to maintain a web presence through Facebook
Received a grant from Montana Main Street & the Department of Commerce to
support the engineering for the CORE trail
■ Supported downtown events; Chocolate Affair, Thursday!Fest, Taste of Kalispell,
The Holiday Art Walk & Stroll, Ladies Night
■ Worked with new and potential property/business owners
■ Maintained part time Executive Director position
■ Represented the interests of the downtown in the CORE area plan
• Continued support of parklets within the BID District
10,
KALISPELL BUSINESS IMPROVEMENT DISTRICT
WORK PLAN 2018 - 2019
Continue investment in our web site and web presence
Increase presence on social media
a Maintain Executive Director and downtown Ambassador positions
Contract an additional part time downtown Ambassador for the summer season to
assist with the larger Business Improvement District
■ Provide 52 hanging plants and plants for 54 corner planters
■ Award $ 15,000 in Fagade Improvement grants
• Work with the city to review and evaluate transportation issues downtown
• Work with the city to implement parking plans to add additional parking
opportunities
• Assist property owners/business owners resolve issues downtown
■ Develop an web based program for property owners in the downtown to list
properties for sale or lease
• Continue representation on the CORE trail committee
• Advertise downtown events to continue drawing visitors for the economic success
of property/business owners
■ Continue to be an advocate for downtown
• Begin implementation of a bicycle/pedestrian safe & friendly downtown to include
design and installation of bike racks downtown
• Promote public art within the Business Improvement District
• Plant new trees to replace dead and dying trees and work on a watering program
BID BUDGET 2018 - 2019
BUSINESS IMPROVEMENT DISTRICT #2
FUND: 2701-490-470330
PROJECTED REVENUE AND FUND SUMMARY
BEGINNING CASH
10100 CASH: Operating
Total Cash
REVENUES
311100 Levy
311200 Penalty and interest
335230 Class 8 PP reimb.
363010 Assessments
343014 Charges for services - garbage /parking
371010 Interest
Total Revenue
TOTAL AVAILABLE
EXPENSES
Total
ENDING CASH
CASH: Operating
BUDGET
ACTUAL
BUDGET
FY17/18
FY17/18
FY18/19
$0 $0 $55,951
$0 $0 $55,951
$73,991
$69,545
$73,499
$0
$356
$0
$0
$664
$0
$41,637
$40,042
$41,385
$1,200
$0
$1,200
$250
$227
$125
$ l 17,078
$110,834
$116,209
$117,078 $110,834 $172,160
$81,920 $54,883 $147,183
$35,158 $55,951 $24,977
PROGRAM DESCRIPTION
Downtown Business Improvement District was created April 3, 2017 by Resolution 5801
35
BUSINESS IMPROVEMENT DISTRICT #2
FUND: 2701-490-4703 30
EXPENDITURE DETAIL
PROGRAM:
STAFFING:
210 Office Supplies
354 Contract staff - coordinator
355 Contract staff -other(1FT/ IPT)
373 Conferences/Travel/Memberships
530 Storage Unit Rent
IMPROVEMENTS:
245 Signage
COMMUNICATIONS:
322 Newsletter
345 Cell Phone/Wireless
359 Web Site Development
337 Social Media and On-line Marketing
DEVELOPMENT ACTIVITY:
780 Development Activity
790 Fagade Improvement Program - carryover $10,000
335 Print Advertising
391 Sponsorship/Events
510 Insurance
TOURISM:
323 Printing
BEAUTIFICATION:
228 Art
229 Flowers
522 Administrative Transfer
Total Budget
BUDGET
ACTUAL
BUDGET
FY17/18
FY17/18
FY18/19
$1,200
$356
$1,200
$21,900
$22,595
$34,847
$23,500
$9,681
$30,000
$0
$0
$1,000
$1,770
$1,640
$600
$0 $0 $0
$350
$0
$350
$700
$518
$0
$3,000
$4,062
$3,000
$4,000
$1,900
$4,000
$4,000
$191
$20,000
$10,000
$0
$25,000
$500
$0
$500
$1,000
$0
$0
$4,000
$7,970
$6,000
$0 $0 $6,000
$0 $0 $5,000
$6,000 $5,970 $6,000
$0 $0 $3,686
$81,920 $54,883 $147,183
kil