11. Component UnitsPage No. Fund No.
4 2700 Business Improvement District - Resolution 5521 $ 221,232
6 n/a Tourism BID - Resolution 5522 $ 475,300
Total Component Units $ 696,532
NOTE: Tourism BID is a pass-thru. City receives the hotel collections and
passes them on to the Chamber of Commerce. It is still a component unit of the City
for financial reporting.
The Downtown BID is accounted for on the City's books.
KALISPELL BUSINESS IMPROVEMENT DISTRICT
May 29, 2012
Kalispell City Council
P. O. Box 1997
Kalispell, Mt. 59903
Re: BID Budget 2012 - 2013
Mayor Fisher and Members of the Council,
It is with unanimous agreement that we forward to you our budget request for July 1, 2012 -
June 30, 2013.
This past year marked another busy year for the Kalispell Business Improvement District. We can
all be very proud of what was accomplished. Although it continues to be a difficult time in the
economy, through hard work, pride, and new approaches to business we have an active and
vibrant downtown.
During this past year we;
• Coordinated our second "Chocolat Affaire" to celebrate Valentines Day in Downtown
• Continued our successful Thursday!Fest celebrations with the coordination of the
Downtown Association
• Welcomed many new retail and food establishments to the district; Blooming Bellies,
Bookworks, Freckles and Fairytales Children Boutique, Patt's Pre -owned Jewelry, Rising
Sun Bistro Bar, Scottibelli's, Split Rock Cafe, Sykes Market, Think Local, The Spot Restaurant,
Sweet Peaks Ice Cream
• Developed the "Wooden Coin" program - $5.00 off a purchase of $25.00 or greater at
most downtown establishments
• Sponsored and assisted with downtown events; Taste of Kalispell, Glacier Rod Run, The
Huckleberry 100
• Maintained our part-time employee to keep downtown clean and friendly
P. O. Box 1997 * Kalispell, Mt. 59903 * 406-253-6923
www.DowntownKatisi)ef.com
• Utilized volunteers for a second year to plant flowers purchased by the BID downtown
and worked with the Center for Restorative Youth Justice who assisted with graffiti
removal
• Supported the downtown businesses with a collaborative marketing campaign to our
Canadian neighbors.
® Received technical assistance in coordination with the Montana Main Street Program
from Scott Day of Urban Development Services regarding business development and
marketing plans.
® Secured a $75,000 federal grant in partnership with the City of Kalispell for marketing,
signage and museum programs in historic Kalispell
• Initiated memberships in Trippons.com to promote downtown businesses through a
discount smart phone application marketing program
® Developed a welcome package for new and potential business in the downtown
® Winter!Fest Concert Series continued with 3 great concerts in the KM Theatre
® Developed local television commercials to promote downtown events and businesses
® Hosting a downtown Kalispell Facebook page
• Media consultant created a blog to help promote downtown Kalispell.
www.downtownkolispell.bloggot.com
® Significant upgrades were made to our website www.downtownkalisDelI.com which
include an opportunity to list leased or for sale properties
We will continue to work closely with the City of Kalispell, the Kalispell Downtown Association,
the Tourism Business Improvement District, the Kalispell Convention and Visitors Bureau, Montana
West Economic Development and most importantly our downtown businesses. Know that in the
coming year we will continue to pursue opportunities to improve the economic growth and
prosperity of our downtown. A few of our goals for the 2012 - 2013 fiscal years are;
® Continued upgrades to our website including some new pages
® New and continued advertising with our Canadian neighbors
® New wayfinding signage installed to assist with visitors travel
• Continued and new television commercials promoting downtown and our events
® The continued addition of private investment in the downtown
® The continued printing and distribution of our popular walking tour brochure
Also look for these and other events in 2012 & 2013:
® A Chocolat Affaire - February 8, 2013, 5:00 - 11:00 PM
® First Fridays - Beginning May 4, 2012 - Downtown remains open the I It Friday of each
month until 8:00 PM offering discounts, specials and treats
® Thursday!Fest - June 28 - September 6, 5:00 - 8:00 PM
® Taste of Kalispell - August 11 5:00 PM - In coordination with The Museum at Central
School
® 3►d Annual SK Run Through History - Saturday, October 6
• Annual Art Walk - December 7th, 5:00 - 9:00 PM
® First Night Flathead - Downtown Kalispell - December 31 It
Please accept our thanks for consideration of our budget. In an economically challenging
year, we accomplished a great deal. New development in Downtown and ongoing
business is reshaping our downtown into a true live -work -play community. Much work
remains to be done, but downtown momentum continues. We are dedicated to finding
solutions to the challenges that our businesses face and we look for opportunities to improve
our economic growth and prosperity,
Sincerely,
Margaret Lekander
93 0=0 KAI 1 Kom
3
ff'IEMEIIT DISTRICT
2700-490-470330
PROJECTED REVENUE AND FUND SUMMARY
BEGINNING CASH
10100
CASH: Operating
Total Cash
REVENUES
363010
Assessments
311100
Levy
312000
Penalty & Interest
346050
Festivals
365000
donations
371010
Interest
Total Revenue
TOTAL AVAILABLE
EXPENSES
Operating
ENDING CASH
CASH: Operating
Estimated
ACTUAL
ACTUAL
BUDGET
ACTUAL
BUDGET
FY09/10
FY10/11
FY11/12
FY11/12
FY12/13
$93,337
$115,960
$129,945
$129,945
$135,624
$93,337
$115,960
$129,945
$129,945
$135,624
$22,490
$51,925
$308
$3,199
$1,000
$1,556
$23,194
$54,099
$398
$3,375
$0
$1,370
$24,142
$57,680
$300
$1,500
$0
$1,000
$24,142
$57,466
$800
$940
$1,131
$1,200
$24,142
$57,466
$800
$1,000
$1,000
$1,200
$80,478
$82,436
$84,622
$85,679
$85,608
$173,815
$198,396
$214,567
$215,624
$221,232
$57,855
$68,451
$210,218
$80,000
$221,232
$115,960
$129,945
$4,349
$135,624
$0
DOWNTOWN BUSINESS IMPROVEMENT DISTRICT WAS CREATED May 17, 2004
by Resolution 4891 A adopting a budget and providing funding through a mill levy
and assessment combination.
0
BUSINESS IMPROVEMENT DISTRICT
FUND: 2700-490-4703 3 0
EYPE.VD1111YE
PROGRAM:
STAFFING:
349 Mileage/Supplies/Conferences
350 Contract staff - coordinator
353 Contract staff - other
IMPROVEMENTS:
240 History plaques on buildings
244 Way finding signs
245 Welcome sign at entrances to district
COMMUNICATIONS:
322 Newsletter
345 Cell Phone/Wireless
352 Web Site Development/logo
357 Contractor - Twitter/Facebook/Blog
DEVELOPMENT ACTIVITY:
351 Development Activity: Contract services
354 Concerts
355 Festivals
365 Advertising/Publications
366 Sponsorship/Events
530 Insurance
TOURISM:
356
Printing
BEAUTIFICATION:
360
Art
364
Cleaning & Flowers
522
Administrative Transfer
Total Budget
ACTUAL
ACTUAL
BUDGET
BUDGET
FY09/10
FY10/11
FY11/12
FY12/13
$4,000
$4,000
$9,075
$35,453
$27,500
$28,000
$15,000
$8,800
$171
$9,000
$9,000
$15,000
$30,000
$35,000
$10,000
$500
$200
$73
$409
$1,000
$850
$4,889
$4,927
$4,200
$4,200
$700
$12,450
$9,600
$6,606
$10,108
$45,691
$78,285
$28,945
$5,400
$3,000
$909
$10,000
$10,000
$3,000
$3,000
$5,261
$5,462
$5,825
$7,295
$236
$8,763
$9,500
$5,350
$2,000
$2,000
$1,861
$2,458
$3,000
$5,500
$2,152
$2,152
$57,855 $68,451 $210,218 $221,232
5
p
Kalispell Convention & Visitor Bureau
15 Depot Park
Kalispell, MT 59901
406-758-2808
April 26, 2012
Kalispell Convention & Visitor Bureau Marketing Plan
FY 13 MARKETING PLAN
July 1, 2012 —June 30, 2013
PURPOSE
The Kalispell CVB is dedicated to enhancing the economic vitality of our community by promoting Kalispell as a year-
round leisure travel and meeting and convention destination by efficiently marketing our attributes and amenities while
encouraging continued respect for our outstanding natural environment and quality of life. The KCVB marketing plan
identifies a mix of advertising, sales and service programs to reach our identified target markets through an efficient
allocation of bed tax and Tourism Business Improvement District funds.
Kalispell's brand aligns with the Montana Brand, offering a cohesive voice when marketing our state:
More spectacular unspoiled nature than anywhere else in the lower 48.
o Kalispell is surrounded by Montana's iconic natural wonders of Glacier National Park and Flathead
Lake.
Vibrant and charming small towns that serve as gateways to our natural wonders.
o Kalispell is a mix of proximity, city comfort and discovery. When visitors choose Kalispell for their
Montana trip, they will discover something fun, exciting, unexpected or remarkable no matter the
direction they head.
Breathtaking experiences by day and relaxing hospitality at night.
o In Kalispell we are welcoming tour guides and genuine people who care about the visitor
experience. We provide lodging, dining and entertainment with a sense of Montana sophistication
that our visitors find both surprising and comfortable.
Kalispell is:
® We are in the MIDDLE of what people come to Montana for: iconic natural wonders, resort/recreation
opportunities, friendly small town.
• We are nonstop DISCOVERY: there's something new to see and do in every direction
• We are BALANCE for an outdoor -centric trip: from national brand stores to fun boutiques, from symphony
concerts to farmers' markets, from blue plate specials to four -star gourmet
o We are GENUINE hospitality: Kalispell is a real town with community events and warm, welcoming people
who are enthusiastic about sharing the place they live
® The place for larger meeting and convention space and event facilities and more guest rooms than other
locals in the Valley
® The regional trade center for retail, health care, business and education
® A cooperation of numerous associations and organizations all with the common goal of improving our
economy and creating a vibrant community
• A travel destination for southern Alberta and eastern British Columbia, Canada
• Accessed by Glacier Park Intl Airport and Amtrak's Empire Builder
Opportunities:
® Increase awareness of Kalispell as a travel destination, not a pass through to the park and other towns in the
Flathead Valley
Increase awareness of year-round activities in Glacier Park and other parts of the valley to decrease the
impact the opening and closing of the Going To The Sun road has on our area.
Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
li]
• Work with community leaders and public officials to find opportunities to improve our public assembly
venues which are limited due to size and condition
• Create signature events during the winter and shoulder seasons to have a measurable impact on year-round
visitations
• Work with the airport and other community leaders to identify opportunities to increase flights and seat
capacity
® Continue to promote the affordable variety of lodging, dining and activities found in Kalispell which is an
important factor in traveler's planning decisions due to the slow recovery of U.S. Economy
U.S. Travel predicts that Americans will travel farther and spend more in 2012, primarily showing an increase in long -
haul bookings. Domestic leisure travel may decrease during 2012 compared to 2011 and remain flat into 2013. Business
travel is predicted to increase with 85% of business travelers surveyed expecting to take more or the same number of
trips as last year. (U.S. Travel Association)
According to the Office of Travel & Tourism industries (OTTI) travel from Canada into the U.S. is projected to remain
strong. Top motivators for travel are the lower accommodation rates and level of promotion by U.S. businesses and
destinations. Additionally, the concerns over passing through ports of entry have appeared to have dissipated for the
most part and were rated as not having an impact on travel. The Canadian market is especially important to our
northwest Montana region. Many businesses as well as our lodging partners feel travelers from southern Alberta are a
significant contributor to our local economy during the shoulder and winter months providing an average of 30% of the
revenue to retail and other sectors. Recent surveys completed in our region tracking the perceived impact of border
crossings on a Canadian's ability to travel agree with the OTTI findings that it is not seen as a deterrent.
TARGET AUDIENCE
Target Geographic Markets:
Through ITRR and the Kalispell VIC we know that visitors interested in Kalispell and our region primarily come from:
Alberta, CA, ID, CO, MT, WA, British Columbia, MN, TX, OR, and NY. The KCVB will narrow that focus to the neighboring
Canadian provinces and the shorter drive, Amtrak and direct fly markets. We'll leverage the brand awareness MTOT has
achieved in their key market of Seattle, Chicago, Minneapolis and Salt lake City to target visitors already interested in a
Montana vacation enticing them to select Kalispell as the destination.
Target Demographic Markets:
a. Leisure market: Our audience consists of soft adventure travelers and Geotravelers who like to mix outdoor and
city activities. Kalispell's audience is not united by age or demographic or by their reason for visiting (vacation
vs. business). What our visitors share is that they're looking for a taste of outdoor adventure — hikes, boat rides,
river rafting, wildlife viewing, skiing, fishing, etc. — but with the opportunity to enjoy city fun, affordably as well.
b. Group: Groups that are 80+ in size interested in a Pacific Northwest/Rocky Mountain locale which provides their
attendees with a destination that offers recreational opportunities and iconic vacation attractions such as
Glacier National Park.
Leisure Travel
a. Achieve increased inquiries and visitations through targeted marketing campaign and incentives
b. Increase publicity placement of Kalispell in travel media in key markets
c. Enhance visitor resources and the role of the VIC in the local community
d. Play an active role as a voice for tourism in the planning and evolution of community enhancements
Groups and Meetings
a. Generate qualified meeting and convention leads
40
Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
93
b. Recruit meetings, conventions & sports tournaments
c. Assist hotels with reporting and retention program
Events
a. Secure events that have long-term potential during shoulder and winter seasons
.fin x. .,�• .• ,
The KCVB marketing plan supports the following strategic plan objectives:
Goal 1: Increase four -season tourism revenues statewide through effective marketing and promotions, focusing on
high -value, low -impact visitors.
1.1 Implement highly targeted consumer advertising/promotion campaigns
1.1.a Expand partnerships with tourism businesses/attractions as co-op partners
1.1.b Continue winter marketing, promoting Montana as a superb winter destination
1.1.c Attend consumer travel shows targeting high value, low impact visitors
1.1.d Continue marketing to international travelers
1.1.e Enhance tracking/reporting and RO1 from state, regional, and CVB advertising
1.2 Promote Montana to target groups/events, emphasizing off-peak season activities
1.2.a Amplify targeted marketing to attract groups, meetings, and conferences
1.2.b Work with local sports groups to attract sport events in off-peak season
1.2.d Target travel media to increase visibility of MT as leisure travel destination
1.3 Collaborate with tourism marketing partners to plan/implement priority marketing efforts
1.3.b Implement the new Montana tourism brand
1.3.c Conduct educational tourism workshops, presentations, and webinars
1.3.d Create cooperative marketing campaigns between agriculture and tourism
1.4 Improve Montana's Visitor Information System to extend visitor stays and spending
1.4.d.Use technology to enhance Montana visitor information and marketing efforts
1.4.e.Expand displays of Montana destinations and products at State rest areas, airports, train stations
and visitor centers
Goal 2: Attain public policy and citizen support for sustainable tourism and recreation.
2.1 Build awareness about new Montana Tourism Charter, Geotourism, & tourism benefits
2.2 Give effective presentations to policy makers about Montana tourism issues/benefits
Goal 3: Address management and access issues for sustainable recreation on private, state, and federal lands.
3.1 Educate visitors, suppliers, residents about ethics and responsibilities on public/private lands
3.2 Coordinate statewide tourism marketing efforts to ensure consistency with land management
Goal 4: Enhance and preserve Montana's culture and history (historic sites, museums, art, music, etc.).
4.1 Promote existing historic/cultural assets for the enjoyment of residents and visitors
4.1.a Use historic/cultural attractions as venues for conferences, events, and seminars
4.1.d Revitalize Montana's historic downtowns as vibrant destinations for travelers
4.1.e Plan and promote commemorations of historic events in Montana
Goal 5: Support appropriate tourism business growth, including new tourism products and services for target customer
markets.
5.1 Cultivate opportunities to leverage private/public funds to create tourism products
5.1.a Create vacation packages/itineraries for off-peak season niche markets
5.1.b Expand winter tourism products/activities (spas, arts/culture, tribal events, etc.)
5.1.c Encourage use of Made/Grown-in-MT products by restaurants, markets, retailers, etc.
Goal 6: Address tourism and recreation professional development, workforce availability, training, and affordable
housing issues.
6.1 Enhance professional development opportunities/requirements for tourism organizations
6.1.a Encourage all MT CVBs to join DMAI or WACVB trade associations, adopt standards
Goal 7: Improve Montana's transportation system for both residents and visitors.
7.1 Increase air service capacity to and from Montana cities.
Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
0
Goal 9: Increase funding to maintain sustainable tourism and recreation.
9.2 Foster opportunities to pool public and private marketing dollars
9.3 Enhance funding for region and CVB marketing efforts
Goal 10: Build an effective "team" to implement the Strategic Plan, and report results.
10.1 Recognize Travel Montana as 'team captain' to communicate/coordinate regularly with partners
10.2 Create public/private/tribal partnerships for cooperative project implementation
10.4 Streamline reporting process of marketing plans/expenditures to TAC/TM by regions & CVBs
10.5 Obtain strategic research to inform tourism marketing, development, and policy decisions
10.5.a Continue to conduct research about resident/nonresident travelers in Montana
10.5.c Continue regular monitoring of Montanans' opinions about tourism and recreation
10.5.d Disseminate tourism research reports to partners statewide
Leisure Travel
a. Increase Kalispell CVB opt -in subscriber base by 1,000 individuals
b. Increase unique visitors to DiscoverKalispell.com by 5% over FY'12
c. Generate 4 media stories in target markets through increased public relations efforts
d. Promote Kalispell at 3 consumer travel shows in key markets
e. Increase visitor information requests by 2% over FY'12
Groups, Meetings, Tournaments
a. Facilitate and secure 20 GMT's of 100 room nights or more per group
b. Increase room night bookings from groups, meetings and tournaments by 5%
c. Contract two regional or national association conferences to Kalispell
Events
a. Secure 3 events during target seasons that will create a total of 2000 room nights
I&Mtoi" 111910E III&lA'1.us]r
Through a combination of public and private funds the marketing strategies in 2012-2013 will build upon that
foundation that has been put in place since the KCVB's inception in August 2010 to further the awareness of Kalispell as
a travel destination to our target markets and work cooperatively with other local agencies and organizations to grow
Kalispell's vitality.
The key strategies include:
Internet: Following the initial launch of DiscoverKalispell.com in July, 2011 the KCVB will continue to
enhance and refine the website to create an exceptional planning tool for visitors. This will include inclusion
of a press room, reorganization of key elements based on website visitor trends and creation of a mobile
site.
b. Advertising and Social Media: To maximize the efficiency of KCVB's marketing budget our media strategy
will focus on increasing visitations between October and May through media that builds awareness of
Kalispell through highly trackable media. Primary media will be online marketing through Trip Advisor,
banner ads, and Facebook and other cross promotions. We'll work towards increasing compatibility of our
marketing and travel tools with mobile devices and the trend of flexible and last minute travel planning. We
will participate in applicable print and broadcast opportunities in the identified target markets for both the
leisure travel and group segments. The KCVB is planning strong participation in online cooperative
marketing opportunities with MTOT.
a°' Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
c. E-Direct Marketing: To support our efforts of direct marketing in leisure and group there will be a strong
emphasis on continuing to grow our opt -in database. We'll continue to segment the database and send
subject -specific communications via e-marketing. Methods used to increase the KCVB database include
trade and travel shows, increasing opt -in subscribers through online and social media advertising and
promotional campaigns.
d. Collateral: The Kalispell visitor guide will be used as a fulfillment piece. During FY'13 strong emphasis will
be placed an increasing the number of targeted distribution points. Other publications for niche travel
groups will be produced in cooperation with local entities. Examples include regional birding brochure, and
a brochure promoting our agriculture -tourism businesses.
e. Trade and Travel Shows: KCVB will attend shows in target markets such as Calgary and to targeted
audiences such as Intl Sportsman Expo, Winter Ice -Fishing Expo as well as DMAI, Affordable Meetings West
and TEAMS.
f. Public Relations/Publicity: The KCVB will invest in publicity efforts to position Kalispell as a travel
destination. Media coverage and endorsement of Kalispell will continue to drive discovery of our
destination to an audience that we could not afford to reach with traditional advertising. This will be
achieved through efforts such as meeting planner and travel writer fams and story pitches and press
releases highlighting specific activities and promotions in target markets.
g. Tourism resources and education: The KCVB seeks to create brand ambassadors and enrich the visitor
experience through Super Host and Sustainable Business training. The KCVB will leverage the recent
expansion and remodel of the Kalispell VIC to create an improved welcome center experience through the
staffing of a full time travel counselor, enhanced visitor resources and improved wayfinding and visitor
information signage. The KCVB will continue to work cooperatively with other local CVB's and tourism
related organizations to educate the area on the value of tourism to our economy and cooperative methods
of increasing out of area visitation, particularly from the Canadian market.
Marketing plan goals will be supported by the following initiatives:
Goals Marketing Strategies TBID Bed Tax
LEISURE TRAVEL
Achieve increased inquiries and
visitations through targeted
marketing campaign and travel
incentives
Website maintenance & enhancements including SEO and mobile website
X
Visitor guide - production & printing, creation of digital guide
X
Visitor guide distribution
X
Promote Kalispell during shoulder and winter seasons through media that
provides trackable ROI
Ongoing E-newsletter campaign
X
X
Social media — enhance Facebook and You Tube, implement Twitter
other resources
X
Print, radio or broadcast advertising
X
Online advertising (banner ads, SEM, Trip Advisor)
X
X
Direct marketing initiatives in non-stop fly markets such as Seattle
X
Online and print coop programs with MTOT
X
Attend consumer travel shows in target markets
X
X
Create incentives, contests and event promotions through social media and
banner ads to increase inquiries and opt -in subscribers
X
Increase publicity placement of
Kalispell as a travel destination
in key markets
Host travel writer, TV or radio producers encouraging editorial coverage in
key markets
X
X
Partner with nationally known Kalispell resident to produce testimonial for
I X
Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
ix
use in various media
Implement press room on DiscoverKalispell.com
X
Enhance visitor resources and
the role of the VIC in the local
community
Expand role of VIC in community - ticket sales/event registration
X
X
Wayfinding signage
X
X
VIC collateral at key area visitor interaction points such as gas stations
X
X
Maintenance and enhancements of airport visitor display
X
Host Sustainable Business Workshops and Super Host sessions
X
X
Work cooperatively with other organizations and businesses to create
specialty brochures to promote visitor attractions
X
X
Play an active role as a voice for
tourism in the planning and
evolution of local community
enhancements
Work with other community groups and stakeholders to facilitate improved
public assembly venues and increased air flights
X
Goals Marketing Strategies TBID Bed Tax
GROUP TRAVEL - MEETINGS, CONVENTION and SPORTS RECRUITMENT
Generate qualified meeting and
convention leads
Attend top meeting, convention and sports trade shows in industry
X
Public Relations/Publicity — host meeting planner Tams, press releases
X
Enhance meeting and event planners destination webpage and collateral
X
X
Continue to expand test markets for convention and meeting planner
recruitment
X
Local networking events for industry relationships on association boards
X
Implement meeting professional CRM program
X
Recruit meetings, conventions &
Online advertising, social media, emarketing, YouTube, Smart aps
X
X
sport tournaments
Produce meetings & convention promotional brochure to use as lead
follow-up to provide comprehensive overview of Kalispell and its meeting
facilities, convention/event services and lodging properties.
X
Produce and distribute sports promotional brochure to planners, coaches,
athletic directors and state and regional conference executives.
X
Create meeting planner incentive program to reward a planner or group for
choosing Kalispell.
X
Attract and sponsor sports tournaments
X
Reporting and retention
program
Implement property specific program for reporting of group pickup and
revenues. Assist hotel with relationship building events for planners and
long term customers.
X
Goals Marketing Strategies TBID Bed Tax
INFRASTRUCTURE/RESEARCH
Build Kalispell photo library and all season promotional video
X
X
Online photo library storage for distribution to press
X
X
DMAI membership and EMint Subscription
X
Hospitality Sales Marketing Association International membership
X
Smith Travel Reports
X
40
%e Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
Pg. 7
12
TBID Marketing Plan Budget FY'13
TBID Projected Revenue
$
465,300
Rollover from FY'12
$
10,000
Total
$
475,300
Program Description
%of Total
Program Total
Budget
Staffing - wages and benefits
$
127,262
27%
Operations
$
33,155
7%
Rent, phone, office supplies, postage & copies, tech support, equipment
Audit, Bookkeeping, tax prep
City of Kalispell Assessment Fee
Travel & entertainment expenses
Research & Education
$
6,133
1%
Smith Travel Reports, training & education
Website
$
23,000
5%
Maintenance and enhancements, SEO & SEM, Mobile Website
Publications
$
16,000
3%
Visitor guide production, printing and digital publication, specialty brochures
Consumer Marketing
$
82,500
17%
Build photo and video library
E-Marketing — Online Marketing
Social Media — Other Media (print, radio, broadcast)
Travel show attendance and booth display
Airport VIC kiosk display enhancement and monthly stocking
Wayfindi ng signage
Event Marketing
$
85,000
18%
Signature Events:
Montana Dragon Boat Festival, Glacier Series Spartan Race,
Huckleberry 100 Bike Ride, Race & Concert
Winter Rodeo Recruitment Campaign
Event Promoter Recruitment
Regional Venue and Event Sponsorship
Group Marketing $ 85,000 18%
Meeting, Convention and Event Planners Guide and photo acquisition
Trade shows, DMAI, MEET West, + 1
Meeting Planner FAM
Incentive program to generate leads from meeting planners
Online advertising - banner ads, social media
Print advertising - meeting planner publications
Customer Relationship Management System (CRM)
Sports Tournament Recruitment
Association Memberships
Contingency
Public Relations/Publicity $ 17,250 4%
Travel writers FAM, press releases, story pitches
Visitor hospitality training and brand awareness
Kalispell branded merchandise for sales calls and trade/travel shows
Total $ 475,300 100%
If revenue decreases by 5916 reductions will be made in trade/travel show attendance, airport kiosk and/or wayfinding
Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013
m