11. Component UnitsBEGINNING CASH
10100CASH:
Operating
Total Cash
REVENUES
363010
Assessments
311100
bevy
312000
penalty & Interest
346050
Festivals
365000
donations
371010
Interest
Total Revenue
TOTAL AVAILABLE
EXPENSES
Operating
ENDING CASH
CASH. Operating
ACTUAL
ACTUAL
BUDGET
ACTUAL
BUDGE'
FY09/10
FY10/11
FY11/I2
FY11/12
FY12/13
931337
$115,960
$129,945
$129,945
$128,044
3,337
$115,960
$129,945
$129,945
$128,044
$22,490
51,925
3
3,199
1,000
$1,5
$23,194
$54,099
39
$3,375
`0
$1,370
$24,142
$57,60
00
$1,500
so
$1,000
$25,477
$60,057
17194
$940
$1,61
$1,296
$24,142
$57,466
$00
$1,000
$1,000
$1,2.00
80147
82,436
$94,622
$90,325
$85,608
173, 15
$198,396
$214,567
$220,270
$213,652
57,855
$68,451
21 ID,21
921226
$213,652
115,960
$129,945
$4,349
$128,044
DOWNTOWN BUSINESS IMPROVEMENT DISTRICT WAS CREATED May 17, 2004
by Resolution 489 1 A adopting a budget and providing funding through a mill levy
and assessment combination.
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PROGRAM:
STAFFING:
349 Mileage/Supplies/Conferences
350 Contract staff - coordinator
353 Contract staff- other
I P1 iE11 ENTS-
240 History plaques on buildings
244 Way finding signs
245 Welcome sign at entrances to district
COMMUNICATIONS:
322 Newsletter
345 Cell Phone/Wireless
52 Web Site Development/logo
357 Contractor - Twitt r/Facebovk/Blog
DEVELOPMENT ACTIVITY:
351 Development Activity: Contract services
354 Concerts
55 Festivals
365 Advertising/Publications
366 Sponsorship/Events
530 Insurance
TOURISM:
356 Printing
BEAUTIFICATION:
60 Art
364 Cleaning & Flowers
522 Administrative Transfer
Total Budget
ACTUAL
BUDGET
ACTUAL
BUDGET
FYI0/11
FY11/12
FY11/12
FY22/13
2
4,000
.$3,71.1
$4,000
$35,453 $27,500
$27,961
$28,000
1500
71750
$8,00
$171 $9,000
$9,000
15MO
$30,000
35,000
$10,000
500
$200
$409
$1,000
745
$850
$4,927
$4,200
$202
$4,200
700
$12,450
$8,58
$9,600
$10,108
$45,691
$7,059
$70,705
$,400
$1,306
S3,000
$10,000
$18,037
$10,000
3,000
$13230
$3,000
$5,462
$5,825
$8,363
ST,295
,73
$9,500
$35
$5,350
$2,000 $2,000
$,458 $3,000 $2,1157 $5,500
$2,152 $2,152 $,152
6,451 $10,218 $92,226 $213,652
• 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 gear -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 ail
important factor in traveler's planning decisions doe to the slow recovery of U.S. Economy
TRAVEL TRENDS
U.S. Travel predicts that Americans will travel farther and spend more in 2012, primarily shoving an increase in long -
ha ul b ook ings. D o m estic leisure travel may decrease during 2 01 compared to 2011 and remain flat into 2 013. Business
travel is predicted to increase with 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 area
significant contributor to our local economy during the shoulder and winter months providing an average of 0 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 I IC we know that visitors interested In Kalispell pell 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 shover drive, Amtrak and direct fly markets.We'll leverage the brand awareness MT T has
achieved in their key market of Seattle, Chicago,. Minneapolis and Salt Lake City to target visitors already interested in a
Fontana 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 rnix outdoor and
city activities. Kalispells audience is not united by age or demographic or by their mason for visiting (vacation
. 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 o+ 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.
GOALS
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
.4S: Kalispell Convention& Visitor Bureau Marketing Plan o 2-201
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 are effective "'team," to implement the strategic Plan, and report results.
iO.1 Recognize Travel Montana a 'team captain' to communicate/coordinate regularly with partners
10.2 Create pub lic private trihaI partnerships for cooperative project implementation
10.4 treaimline reporting process of marketing plans/expenditures to AC M by regions & CABS
10,5 Obtain strategic research to inform tourism marketing, development, and policy decisions
10..a Continue to conduct research about resident/nonresident travelers in Montana
10, :c Continue regular monitoring of Montanans' opinions about tourism and recreation
10. .d Disseminate tourism research reports to partners statewide
MEASURABLE OBJECTIVES
Leisure Travel
a. Increase Kalispell CVB opt -in subscriber base by 1,000 individuals
Increase unique visitors to DicoverKalispell.conn by overFY'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 over FY'1
Groups, Meetings, Tournaments
a. Facilitate and secure 206M-rsof 100 room nights or more per group
b. Increase room night bookings from groups, meetings and tournaments by
e. Contract two regional or national association conferences to Kalispell
Everts
a. secure 3 events during target seasons that will create a total of 2000room nights
MARKETING METHODS
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 € CV B"s inception in August 2010 to further the awareness of Kalispell a
a travel destination to our target marl ets and work cooperatively with other local agencies and organ izations to grow
Ka 11 spe ll's vitality.
The key strategies include:
a. Internet: Following the initial launch of DiscoverKalispell.com in July, 2011 the KCVB will continue to
enhance and refine the wehsite to create an exceptional planning teal for visitors. This will include inclusion
of a press room, reorganization of key elements based on we site visitor trends and creation of a mobile
site.
. Advertising and Social Media: To maximize the efficiency of KCVB"s marketing budget our media strategy
willfor-us on increasing visitations between October and May through media that builds awareness o
Kalispell through highly trackable le media. Primary media will he online marketi-ng through grip Advisor,
banner ads, and Facebook and other dross 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 ets for both the
leisure travel and group segments. The KCVB is planning strong participation in online cooperative
marketing opportunities with i TOT.
Kalispell Convention & Visitor Bureau Marketing Plan 0 - 013
use in various media
Implement press room on oiscever] alispell.com
Enhance visitor resources and
pond role of I in cornnunit ticket saies/eve ot registration
the role � the 1 in the local
Wayfinding signageX
X
community
1IC collateral at key area visitor interaction points such as gas stations
Maintenance and enhancements of airport visitor display
X
Host Sustainable Business Workshops hops and Super Host sessions
Work cooperatively with other- organizations and businesses to create
specialty brochures to promote visitor attractions
Play an active role as a voice for
Work with other community groups and stakeholders to facilitate improved
tourism in the planning anti
public assembly venues and increased air flights
X
evolution of local community
enhancements
Goals
Marketing Strategies
T131D Bed Tax
GROUP TRAVEL - MEETINGS, CONVENTiON and SPORTS RECRUITMENT
Generate qualified meeting and
Attend top meeting, convention and sports trade shoves in industry
convention leads
Public Re] ations Publicity -- most meeting planner fares, press releases
Enhance meeting and event planners destination webpage and collateral
Continue to expand test marlets for convention and meeting planner
recruitment
Local networking events for industry relationships on association hoards
X
Implement meeting professional CRM program
Recruit meetings, conventions &
Online advertising, social media, ernarl etfng, 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.
Produce and distribute sports promotional brochure to planners, coaches,
athletic directors and state and regional conference executives,
Create meeting planner incentive program to reward a planner or group for
choosing Kalispell.
Attract and sponsor sports tournaments
Deporting and retention
Implement property specific program for reporting o group pickup and
revenues. Assist hotel with relationship building events for planners and
progra rn
long term customers.
Goals Marketing eting Strategies TBID Bed Tax
I F ATTR ES EA RC H
Build Kalispell photo library and all season promotional video
X
X
Online photo library storage for distribution to press
DMAI membership bership and EMInt Subscription
Hospitality Sales Marketing Association International membership
X
Smith gravel Reports
v � Kalispell Convention & Visitor Bureau Marketing Plan 2012-2013 Pg.
TOURISM BID
PROGRAM DESCRIPTION
The Tourism Business Improvement District is a component unit oft e 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 f nds
and proid ing the City with audited financial statements.
Attached is the work- plan approved by the City Council on Resolution 5522.
The entire work- plan is available on the ity's we site under City Clerk-, Resolutions.
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