13. Component UnitsPage Fund Dept
1-22 TBID Annual Marketing Plan
23 7855 Tourism Business Improvement District $ 550,000
24-27 2700 Business Improvement District $ 169,036
Total Component Units $ 719,036
Ka I'l s 'e I I
NA 0 N T �•I A
pin &en- D"-Cc-_ic<<
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 1
Marketing Kalispell Our marketing strategy identifies a mix of advertising, sales and service
programs to deliver a consistent brand message and outstanding experiences through a cohesive
allocation of bed tax and TBID funds. Key strategies are designed to make a measurable impact on
visitations during the shoulder and winter months. Our target market consists of adventure travelers
and Geotravelers who like to mix their outdoor adventure with culture, history and a charming small
town experience. Today's traveler is looking for unique experiences that connect them with the
destination in a way that is authentic. Glacier National Park, Flathead Lake, and the vast availability of
outdoor recreation in NW Montana offers unlimited adventure. In the center of it all lies Kalispell, a
friendly community with historic charm, affordable experiences and soul -stirring beauty.
Key Accomplishments in 2012-2013
✓ Montana Dragon Boat Festival —Awarded the 2012 Montana Tourism Event of the Year
Year 2 = 93 teams, 43% out of market, $2,049,277 economic impact
✓ Montana Spartan Race — 4200 participants, 64% out of market, $1,147,612 economic impact
✓ Montana Pond Hockey Classic — 51 teams, 90% out of market
✓ Website redesign including mobile compatibility
✓ Produced destination video: Kalispell Montana Discovery In Every Direction
✓ Hosted travel media FAM to generate press coverage promoting fall travel
✓ Kalispell VIC achieved a 10% increase in total inquiries over previous year
✓ TBID collections — 5% increase in revenue per year / 23% increase in room nights during
shoulder and winter seasons
✓ Bed Tax collections — 2012 = 16% increase in collections / 34% increase since 2010
MONTANAf
FESTI V A L- Ka l i spell
t ,ATH[AD COMMUNITY F0UNDAl10N
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 12
Kalispell Chamber of Commerce/Convention & Visitor Bureau
15 Depot Park
Kalispell, MT 59901
406-758-2800
President/CEO
Joe Unterreiner I joe@kalispellchamber.com
Director, CVB
Diane Medler I diane@discoverkalispell.com
Group Sales Manager, CVB
Rob Brisendine I rob@discoverkalispell.com
Visitor Services Coordinator
Vonnie Day I vonnie@discoverkalispell.com
-
s
spiell
A:
www.discoverkalispell.com
(jot You
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 13
NARRATIVE
Describeyourdestination. How does your destination align with Montana's brand pillars?
Kalispell is a friendly small town where discovery lies in every direction. Located just a few miles from
the entrance to Glacier National Park and Flathead Lake, Kalispell serves as a jumping-off point to
experience the best that Montana has to offer — epic hikes, peaceful sailing, fantastic fly fishing, life -list
birding -- you name it. Kalispell also offers affordable shopping, fine dining, excellent cultural attractions
and warm hospitality —all with a sense of Montana sophistication that visitors find both surprising and
comforting. That makes Kalispell a perfect destination for people who like a little city comfort mixed in
with their outdoor wonder.
a We are in the MIDDLE of what people come to Montana for: iconic natural wonders of Glacier
National Park and Flathead Lake and a variety of recreation opportunities.
® 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.
® 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.
® Kalispell is the location of larger meeting and convention space and event facilities and more
guest rooms than other locations in the Valley.
® The regional trade center for retail, health care, business and education.
Our audience consists of adventure travelers and Geotravelers who like to mix their outdoor adventure
with culture, history and a charming small town experience. 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 — hiking, boating, rafting, wildlife viewing, skiing, fishing, hockey
—with the opportunity to experience culture, history and an affordable variety of lodging, dining and
shopping.
Challenges:
Transportation: Costs and availability of air travel continue to be a barrier for Kalispell to effectively
increase visitations from some markets. Higher costs and continual downgrading of services on airlines
is creating frustration with travelers. There is a local effort in place to capture more direct flights
(Glacier AERO). New markets actualized to date include Portland, Los Angeles and San Francisco Bay
Area. Amtrak passenger rail transportation has been negatively affected due to increasing oil freight on
the line. Passengers are experiencing significant delays and cancellations. Amtrak recently made a
schedule change for the Empire Builder line which takes effect in April 2014.
Public Assembly venues: Kalispell CVB will continue to work with community leaders and public officials
to find opportunities to improve our public assembly venues which are limited due to size and condition.
Glacier National Park: KCVB will continue to increase awareness of year-round activities in Glacier Park
to decrease the impact on the local economy due to the opening and closing of the Going To The Sun
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 14
Road. As the major road reconstruction winds down, the Kalispell CVB will work with Xanterra, the
National Park Service and other community leaders to push for an extended season at the park.
How will your marketing plan address the three-phase travel decision process of Inspiration,
Orientation and Facilitation?
The Inspiration phase is one in which the traveler is made aware of the general product and develops a
desire to visit the destination. Kalispell's marketing plan and initiatives leverage the Montana brand
awareness achieved by MTOT then connects with our target markets to provide inspiration about our
destination through compelling imagery, engaging text and strong incentives to travel. Potential visitors
connect with Kalispell's iconic natural resources (Glacier National Park and Flathead Lake) while gaining
a sense of the welcoming small town and lifestyle. It's important to connect with those that already
love you and talk about you, which includes the locals, as they can be your best spokespersons. That's
where social media plays an important role. The media primarily used during this stage is
DiscoverKalispell.com, print and online advertising, video, social media, emarketing, collateral, travel
shows, signature events and publicity.
In the Orientation phase travelers begin to figure out the details of the trip. This phase focuses on the
route the traveler will take, stops to make along the way, and what activities and attractions best fit
their lifestyle and travel group. Media used to help orient the visitors to the offerings of our destination
include DiscoverKalispell.com, Trip Advisor, social media, online advertising that points to associated
landing pages, collateral, PR, and emarketing targeted to specific interests and other demographic
factors. At this stage we offer suggested day trips and tours, consumer reviews, niche brochures such as
Brews, Wines and Spirits, story pitches and packages.
In the Facilitation phase travelers drill down and select specific activities and make reservations for
transportation, lodging and activities. This would include looking at day trips and tours outside of the
primary trip purpose (i.e. Glacier Park vacation: what are other activities for days outside of the park).
The resources Kalispell provides to the visitor at this phase of the planning cycle is DiscoverKalispell.com
— including superior mobile compatibility, visitor information center, signage, lodging packages, maps,
Trip Advisor for dining and activity suggestions.
Who is your market?
a. Primary Market
Geographic: Drive markets: Alberta and Southeastern British Columbia, Washington, Oregon, Montana
Direct Flight Markets: Seattle, Portland, Minneapolis, Chicago, Denver, Los Angeles area,
San Francisco area
Demographics: 35-64 years old; couples and younger families; business travelers
Trip Type: Shoulder and winter seasons - business, groups, leisure short getaway/extended weekend
Summer - base camp and/or pre -post stay for Glacier National Park week-long summer/
early fall vacations.
The first time visitor is primarily here for Glacier National Park, and specifically to experience the Going
To The Sun Road. Travelers will choose Kalispell as the base camp for their trip because we offer a
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 15
central location to a number of activities and provide affordable vacation options, particularly for
families. The repeat visitor is less dependent on availability of all areas of Glacier Park and branches out
to the other attractions such as Jewel Basin, Lone Pine State Park, and partakes in local culture such as
the historic walking tour of downtown Kalispell. Kalispell also supports a strong business and group
repeat market.
The Canadian market predominantly visits for shopping, particularly around Canadian holiday weekends.
They also participate in sports such as skiing and golf as the prices are lower than similar venues in
Canada.
Kalispell supports and leverages the brand awareness that the Montana Office of Tourism has achieved
in the key markets of Seattle, Chicago and Minneapolis through participation in coop campaigns and
social media campaigns. The KCVB directs consumer marketing funds to the Provinces of Alberta and
southeastern British Columbia and Kalispell's drive, direct flight and Amtrak markets.
b. Emerging markets
Geographic: Markets identified through our signature event participants; new direct flight markets
Demographic: 30-45 years old; friends, couples, multi -generational groups
Trip Type: Extended weekend, 5-7 days centered around events and activities (shoulder and winter)
Millennials are a growing importance to the travel industry. Young travelers look for active adventures
both for excitement and as a form of conspicuous consumption and share their trips on social networks
and read and write online reviews. (CTC News) According to recent research by Expedia, travelers aged
18-30 take an average of 4.7 trips a year, exceeding the 3.6 trips by those aged 30-45 and 2.9 trips by
those aged 46-65. Kalispell CVB reaches this segment through online and social media marketing as well
as our signature events which promote a youthful and adventurous side of our destination.
The Senior travel segment will continue to grow as approximately 10,000 baby boomers retire each day
and travel is on the top of their lists (U.S. News and World Report). In their travels they seek out good
customer service and affordable and memorable experiences, which is a perfect fit for Kalispell. This
group tends to take trips with their extended family — multigenerational travel — building memories as a
family. As a destination we need to provide suggested itineraries and activities that appeal both to 6-
and 66-year olds.
Research that supports target marketing
The largest segment of visitors to DiscoverKalispell.com are between 25-34 years old; 54% male; with a
strong interest in sports.
According to ITRR Nonresident Traveler Expenditure report for Flathead County visitors spend an
average of $290.4M annually. The largest expenditure sector is retail sales — largely supported by the
Canadian visitors.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 16
2013 Institute for Tourism and Recreation Research non-resident survey on travelers spending at least
one night in Flathead County:
28% of groups have all first time visitors 89% visited Glacier National Park
52% of groups with all repeat visitors 91% brought wireless technology
21% flew on a portion of their trip Average group size: 2.43
67% used auto/truck as travel mode to enter MT Average age: 56
Top 5 residency of origin: Alberta, WA, CA, British Columbia, MN
69% gave Vacation/recreation/pleasure as primary reason for visiting the area
Top activities include: scenic driving (73%), day hiking (55%), nature photography (45%), wildlife
watching (42%) and recreational shopping (38%).
Consumers want memorable experiences, quite often through activities that take them out of their
comfort zone. According to the 2013 Adventure Tourism Market Survey, the average yearly increase in
adventure travel was 65 percent from 2009 to 2012. The trend reflects a growing desire to experience
travel activities that are transformative and engaging rather than safe and expected.
Travel Market Report states several trends that the travel industry should be aware of. One was the
"rise of conspicuous leisure". This is defined as presenting a social status through consumption of
experiences rather than consumer goods. Another trend is the growth of "Creative Tourism". This is
defined by the Travel Market Report as travel directed toward an engaged and authentic experience,
connecting with those who reside in the destination. The Montana tourism industry recognizes this as
Geo Tourism. This report of recent trends reinforces that our destination brand messaging is on track.
Mobile Devices: 91% of the adult population now owns some kind of cell phone. Adoption of that
technology varies by age and household income but 56% of all American adults are now smartphone
adopters. Every major demographic group experienced significant year-to-year growth in smartphone
ownership between 2012 and 2013, although seniors —defined as those 65 and older —continue to
exhibit relatively low adoption levels compared with other demographic groups. (Pew Research Internet
Project, Smartphone Ownership 2013.) Kalispell retrofitted DiscoverKalispell.com to responsive web
design in FY'14. In FY'15 we'll continue to monitor and improve the resources available for trip planning
and use during their trip from mobile devices. To accommodate those 65 and older and other slower
adopters of smartphone technology, Kalispell will continue to offer superior visitor services at the VIC,
comprehensive printed maps and materials as well as easy to navigate online resources.
Social Media: Some 73% of online adults now use a social networking site of some kind. Facebook is the
dominant social networking platform in the number of users, but a striking number of users are now
diversifying onto other platforms. Middle-aged and older adults place a relatively high value on social
media as a tool to connect with others around a hobby and interest. Sixteen percent of 30-49 year olds
and 18% of 50-64 year olds cite "connecting with others with common hobbies or interests as a major
reason they use social networking sites". Additionally, men are a bit more likely than women to use
these sites to connect around a hobby or interest-56% of male users say that this is either a major or
minor reason for their usage of these sites, compared with 44% of female users. This is an important
distinction for a DMO. (Pew Research Internet Project, Social Networking Fact Sheet)
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 17
Economy Services: A growing trend is the alternative lodging resources such as Airbnb, HomeAway,
VRBO, and specialized lodging associated with a particular activity such as a bike hostel. It will be
important for the KCVB to find ways to acknowledge that trend while continuing to highlight the
affordable variety of lodging found in Kalispell.
GOALS AND OBJECTIVES
Overall Goals
a. Connect with potential and repeat visitors as demonstrated through increased usage of our key
platforms (website, social media, and newsletter subscriptions).
b. Grow winter season visitations.
c. Work cooperatively with other local organizations to promote local events.
d. Increase earned media placement for Kalispell in travel publications.
e. Expand and improve resources at the Visitor Information Center.
f. Identify a fourth Signature Event to take place between November and April.
g. Provide sponsorships to identified events and sports tournaments that have long term growth
potential during shoulder and winter seasons.
h. Connect with active meeting planners in drive market.
i. Play an active role as a voice for tourism in the state and the community through positive
publicity and outreach.
Objectives
Consumer Travel
a. Increase total unique visitors to website by 20% over FY'14
b. Increase visits to website from mobile devices by 17%
c. Increase occupancy at TBID hotels between November and February by 2%
d. Generate 6 media stories in target markets through public relations efforts
e. Promote Kalispell at 3 consumer travel shows
f. Host travel media
g. Expand VIC hours to 7 days a week between June 1 and Sept 1
h. Improve methods to capture database of VIC walk-ins and create follow up program
Events and Sports Tournaments
a. Successfully produce established signature events: on budget and increased economic impact to
community.
b. Establish sponsorship for two other events or sports tournaments that have long term growth
potential during off-season.
c. Create policy on host hotels and ancillary event revenues.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 18
Meetings & Conventions
a. Establish Customer Relationship Management program and Lead Generation Service to improve
communication with identified meeting planners in drive market.
b. Create marketing program for local and out of market use to promote Kalispell as
meetings/convention destination.
c. Create a comprehensive database and recruitment program of all active regional planners.
�thelYatl�rsesoFtheL•�a0dx;
Um
SO happy, you guys helped me so much when I travelled to Kalispell,
will never forget you guys nor the sights, sounds, and tastes of
Kalispell. LOVE you guys and Discover Kalispell!!!!!
Sunil — Discover Kalispell Facebook
I hope and pray that when I get to heaven it is exactly like
Montana with the beautiful Rocky Mountains and the air
thick with the smell of evergreens. Montana is surely
therapy for my soul. Kathy— Discover Kalispell Facebook
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 1 19
MARKETING SEGMENTS AND METHODS
Marketing Segment: Website
Method: Website Enhancements Maintenance and SEM
Describe Method: Refreshing content and imagery including M&C section of site. Continue to
monitor and refine how viewers from mobile devices interact with the site. Continue search
engine marketing — Google Ad words based on prominent key words. Improve the calendar of
events display and functionality.
Provide a brief rationale: All of our promotions direct consumers to our website to engage with
our destination, plan the details of the trip, purchase lodging packages, watch videos and
connect with our social channels to read consumer reviews.
How do you plan to measure success? In FY'13 DiscoverKalispell.com had 60,345 overall unique
visits including 16,880 sessions from mobile and tablet. Increase total unique visits to website
by 20% over FY'14. Increase visits to website from mobile devices by 17%.
Estimated budgetformethod: $21,500 Funding: TBID
Marketing Segment: Fulfillment
Method: Fulfillment
Describe Method: Phone, postage and supplies to fulfill visitor information requests through
the Kalispell VIC. Fulfillment piece is the Kalispell Visitor and Community Guide and other niche
brochures as requested.
Provide a brief rationale: A visitor information center is the first point of contact for many
consumers. It is important to have the process and staffing in place to answer questions and
send the proper information to keep the potential traveler engaged with our destination.
Describe supporting research/statistics: In 2013 1,617 visitor packets were requested, a 6%
increase over 2012. ITRR Quarterly Non -Resident survey for Flathead County shows that 11%
surveyed use a guide book for trip planning and 42% use VIC staff during a trip.
How do you plan to measure success? Increased number of inquiries and visitor information
packets sent. Expand VIC hours between June 1 and September 1 to 7 days a week. Improved
methods to capture database of VIC inquiries and create follow-up program.
Estimated budget for method: $3,500 Funding: Bed Tax
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 110
Marketing Segment: Consumer
Method: Photo and Video Library
Describe Method: Develop new photography/videography shoots that support public relations
and advertising and increase images representing the character.of Kalispell and people of all
ages enjoying the outdoors.
Provide a brief rationale: Image plays an important role for destination marketers to
differentiate their destination in this highly competitive market. Ensure quality and diverse
imagery that supports the brand and the campaigns. Photos and videos are the primary tool
used to connect with potential visitors during all phases of trip planning.
How do you plan to measure success? Imagery is primarily a branding tool. We will measure the
engagement with the images and video through social media channels and the website.
Estimated budget for method: $10,000 Funding: TBID
Method: Social Media Administration and Advertising
Describe Method: Update and manage social media sites that foster consumer engagement
including enhancing cross -platform consistency. Daily updates to include strong imagery,
relevant content to reach users of Facebook, Twitter, Instagram, YouTube. Also includes Trip
Advisor Kalispell page subscription and advertising and Facebook and You Tube advertising.
Provide a brief rationale: Majority of adults use a social networking site to connect with others
around a hobby or interest. The importance of consumer reviews continues to grow.
Describe supporting research/statistics: ITRR Quarterly Non -Resident Survey for Flathead County
shows 12% surveyed reference consumer reviews during trip planning. In FY'13 Discover Kalispell
Facebook achieved 14,436 likes, average organic reach of 2,282, averaged 41 shares.
How do you plan to measure success? Increased number of followers, reach and shares and
how the social media campaigns integrate with other marketing methods such as CTR from
Facebook to website.
Estimated budget for method: $20,000 Funding: TBID and Bed Tax
Method: Online Advertising (creative and media buy)
Describe Method: Creative services for banner ads and video ads. Campaigns: online banner
campaigns to, 1) promote winter travel and 2) promote warm season travel for spring and early
fall which includes MTOT online co-ops. KCVB will use new technology to maximize our video
library and our ability to target placement and frequency.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 111
Provide a brief rationale: It is an economical way to reach large numbers of consumers
interested in travel to a recreation destination and who have previously engaged with Montana.
Internet marketing can easily connect viewers to your website and the results are trackable.
Describe supporting research/statistics: During FY'13 the KCVB achieved an average CTR of .49%
for online banner ads. Serving up ads through Retargeting engages people who have already
visited our website and know who we are.
How do you plan to measure success? Number of impressions, clicks and click -through -rate
Estimated budget for method: $56,000 Funding: TBID and Bed Tax
Method: Print Advertising
Describe Method: KCVB will select publications that have proven record of reaching our target
market. Examples include Go Ranger Glacier National Park Guide, Northwest Travel Magazine.
Provide a brief rationale: Lifestyle magazines that speak to a specific geographic or
psychographic market are effective in building brand awareness.
Describe supporting research/statistics: Print ads serve to solidify a brand identity and reach
niche audiences that may be more difficult to reach online. Consumers are more engaged when
reading printed material. Study shows consumers are more engaged reading printed material:
view digital screen text 20-30% shorter than printed paper. (Forbes, June 2012)
How do you plan to measure success? The method supports the overall brand awareness
strategy to a target market.
Estimated budget for method: $5,000 Funding: Bed Tax
Method: Travel Show Attendance
Describe Method: Kalispell will attend at least three consumer travel shows during FY'15:
Calgary Women's Show and Calgary Outdoor & Adventure Show and a sports related show
(location TBD).
Provide a brief rationale: It is an economical way to connect directly with consumers interested
in travel that fall within a target geographic and/or psychographic market. One-on-one
conversations at the shows allow us to create a strong inspiration to connect with our
destination and move into the orientation phase of trip planning.
Describe supporting research/statistics: Travel shows allow us to connect directly with an
existing visitor base to achieve higher yields and grow off-peak visitations.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 1 12
How do you plan to measure success? Promote Kalispell at three consumer travel shows.
Number of brochures distributed, opt -in subscribers collected.
Estimated budget for method: $6,500 Funding: TBID and Bed Tax
Method: Trade Show Booth
Describe Method: Purchase booth furniture and accessories and upgrade displays.
Provide a brief rationale: it is important to portray a professional appearance and have displays
that include imagery which connects with the target audience.
How do you plan to measure success? Success of the booth will be measured as part of the
travel show attendance method.
Estimated budget for method: $450 Funding: TBID
Method: Airport VIC Maintenance and Signaee
Describe Method: Monthly stocking of airport VIC and creation of improved signage/display to
promote Kalispell.
Provide a brief rationale: A visitor's first encounter with the Flathead Valley is often Glacier
Park International Airport. It is important to reinforce that the airport is located in Kalispell and
make visitors aware of our website and the services available in Kalispell.
How do you plan to measure success? Success of the airport VIC is measured by the number of
brochures that are consumed. Additional signage is not measurable but important as part of
our brand awareness strategy.
Estimated budget for method: $4,000 Funding: TBID
Method: EMarketing
Describe Method: Build a -news program around primary segments (outdoor activities; arts &
culture; dining & shopping) and distribute on a quarterly schedule. Send to segmented database
based on interests and other demographic details.
Provide a brief rationale: Opt -in database is captured on the website and at travel shows.
Emarketing is an effective method of keeping those travelers engaged with our destination at
the inspiration stage and to provide specific information fortheir trip planning during the
orientation phase.
How do you plan to measure success? Open rate, click through rate and unsubscribe rate.
Estimated budget for method: $5,000 Funding: TBID
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan - 113
Method: Visitor Guide and Niche Brochures
Describe Method: This method includes the production of the annual Kalispell Visitor and
Community Guide, locator map and niche brochures that are selected (ex. birding brochure,
hiking/biking trails).
Provide a brief rationale: The annual visitor guide serves as a fulfillment piece for the VIC,
requested by thousands of travelers each year. During their trip travelers use the piece for
lodging, restaurant and activity recommendations, as a business resource, and for locator maps.
How do you plan to measure success? Measure the requests of the guide through website and
VIC . Comments from visitors as to the usefulness of the guide are also tracked.
Estimated budget for method: $10,000 Funding: TBID
Method: Opportunity
Describe Method: KCVB plans to coop with Glacier Country to produce media events in target
markets.
Provide a brief rationale: Opportunity funds are in place to allow the KCVB to participate in co-
op or other marketing and/or publicity opportunities that become available during the year.
Describe supporting researchjstatistics: Previous fiscal years have shown that there are
opportunities that come available during the year.
How do you plan to measure success? That will be determined based on the individual projects.
Estimated budget for method: $5,000 Funding: Bed Tax
Marketing Segment: Events
Method: Events and Sports
Describe Method: Operation and promotion of Kalispell CVB signature events: Montana
Dragon Boat Festival, Montana Spartan Race, Montana Pond Hockey Classic, and Montana High
School Rodeo Finals. Funds are also directed at sporting tournaments such as Western B
Basketball finals and sponsorships of two local events which are awarded through an RFP
process. TBID funds are used for event operations, Bed Tax funds are used for promotion of
signature events. Promotion includes event promotional collateral and PR.
Provide a brief rationale: The signature events serve to generate visitations during the fall,
winter and spring. The events enable the KCVB to reach a broad geographical and targeted
psychographic audience that we could not afford to reach through typical consumer marketing.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 114
Describe supporting research/statistics: 2013 Dragon Boat Festival created $207,148 of earned
media. Pond Hockey event created $144,025 of earned media. Media is engaged because of
the uniqueness and newness of the events and is interested in running stories about their home
town team traveling to Montana to participate in the event.
How do you plan to measure success? Number of hotel rooms generated for the Kalispell hotels, the
overall economic impact created, satisfaction surveys and producing the event within budget.
Estimated budget for method: $145,000 Funding: TBID and Bed Tax
Marketing Segment: Group Marketing (Meetings & Conventions)
Methods:
Trade Show: KCVB will select the appropriate trade show to connect with regional meeting
planners who work with groups that our destination can accommodate.
Estimated budget for method: $5,000 Funding: TBID
Meeting Planner FAM: KCVB will identify a select group of meeting planners from the northwest
and host at a familiarization trip.
Estimated budget for method: $10,000 Funding: TBID
Meeting planner incentive program: Provide incentive to solidify a planner's decision to bring
groups to Kalispell.
Estimated budget for method: $5,000 Funding: TBID
Group photo and video library and M&C Guide: Obtain images of our meetings & convention facilities
and unique venues to update and enhance M&C promotional collateral.
Estimated budget for method: $9,000 Funding: TBID
Customer Relationship Mgmt System (CRM): Program subscription to build a database of
identified meeting planners.
Estimated budget for method: $5,000 Funding: TBID
Lead Generating Service: Subscribe to a lead generating service to grow database of qualified
planners.
Estimate budget for method: $8,500 Funding: TBID
CVent Supplier Network Profile: CVent is a meeting planner supplier network used by leading
planners across the U.S. Meeting planners typically don't consider a destination such as ours for
meetings or conventions. Promotion on a national meeting planner platform like CVent exposes
Kalispell to planners looking for a resort/recreation destination.
Estimate budget for method: $5,000 Funding: Bed Tax
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 115
Provide a brief rationale: Meeting planners typically don't consider a destination such as ours
for meetings or conventions. It is important to have a targeted database to build awareness of
our destination. The one-on-one interactions at shows and FAM serve to educate the planners
on our meeting resources and outstanding unique venues and destination. Promotion on a
national meeting planner platform like CVent exposes Kalispell to leading planners looking for a
resort/recreation destination.
How do you plan to measure success? Growth of meeting planner database.
Marketing Segment: Publicity
Method: Travel Media FAM
Describe Method: Host top producing journalists from key target markets to promote
experiences that set Kalispell apart from the competition.
Provide a brief rationale: Many travel writers are not aware of our destination and its proximity
to Glacier Park and the variety of amenities and activities offered during the fall, winter and
spring. The one-on-one interactions and the writer's ability to experience our destination
creates loyalty and earned media exposure.
How do you plan to measure success? Generate six media stories in target markets that
promote shoulder and winter travel.
Estimated budget for method: $13,000 Funding: TBID
Method: PR, Story Pitches, Press Room
Describe Method: Editorial calendar research, response to specific opportunities and requests,
and maximize the Discover Kalispell pressroom.
Provide a brief rationale: It is important to provide the proper platform and content to give
bloggers and writers easy access to the resources they need to cover Kalispell.
How do you plan to measure success? Success is measured through amount of earned media
generated.
Estimated budget for method: $16,000 Funding: TBID
Method: Kalispell Branded Merchandise
Describe Method: KCVB will identify merchandise to purchase for promotional purposes, either
for gifts to travel writers or meeting planners, or giveaways at travel shows.
Provide a brief rationale: Branded merchandise distributed to targeted individuals helps to
sustain and build interest in our destination.
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 1 16
How do you plan to measure success? It is part of the brand awareness strategy.
Estimated budget for method: $2,000 Funding: TBID
Method: Airline Subsidies
Describe Method: KCVB provides financial sponsorship to support the efforts of Glacier AERO to
secure airline revenue guarantees and increase availability of direct flights to Kalispell.
Provide a brief rationale: Investment in our community's airline service serves to promote
business and community growth and development.
How do you plan to measure success? New air service to target markets is achieved.
Estimated budget for method: $10,000 Funding: TBID
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan 117
FUNDING ALLOCATIONS >-
Bed Tax Budget
Projected Revenue as approved by State = $100,603
Carryover from FY'14 = $10,000
Total budget = $110,603
80% of total budget allocated to marketing - marketing support, consumer, event, group, fulfillment
Fulfillment
wou
TBID Budget
Projected Revenue = $SS0,000
Total budget = $550,000
60% of total budget allocated to marketing - marketing support, website, consumer, events and sports, M&C,
publicity
Meetings &
WtWbiie
Support
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan - 1 18
Combined Budgets — Bed Tax and TBID
Total budget = $660,603
64% of total budget allocated to marketing
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan F G g 2 119
KCVB Combined Budgets FY'15
TBID Projected Revenue $ 550,000
FY'14 Carryover $ -
Total $ 550,000
Program Description
Project
Program
Total
Administration
Staffing
$ 190,400
Operations
$ 28,650
Rent
$7,500
Phone
$2,800
Office Supplies
$1,200
Postage & copies
$2,200
Audit
$2,000
Bookkeeping
$2,500
City of Kalispell Assessment Fee
$5,000
Travel & entertainment expenses
$2,000
Tech support
$500
Equipment & furniture
$2,200
Storage Unit
$750
Bed Tax Projected
Revenue $ 100,603
FY'14 Carryover $ 10,000
Total $ 110,603
Program
Project Total
$ 20,121
Staff employer expenses $13,000
Rent $1,500
$521
$500
$1,400
$200
$1,800
Miscellaneous $400
Janitorial $800
Marketing Support
$ 10,500
$ 36,982
Smith Travel Reports
$5,500
Memberships (TMMT,KDA,Voices)
$5,000
TAC/Gov Conf
$1,482
VIC staff - year round
$23,000
seasonal
$2,500
Marketing/PR Staff
$10,000
Website
$ 21,500
$ -
Maintenance and enhancements
$11,500
SEO & SEM
$10,000
Fulfillment
$ -
$ 3,500
phone (800 line)
$200
postage
$3,000
supplies
$300
Consumer Marketing $ 91,950
Photo and video library $10,000
Social Media admin & advertising $11,500
Creative services $16,000
Media buy: online $30,000 Joint Ventures - MTOT
Print Advertising
Travel show attendance $5,000
Kalispell Chamber of Commerce/Convention & Visitor Bureau - FY'15 Marketing Plan
$8,500
$10,000
$5,000
$1,500
age 120
$ 30,000
Trade show booth
$450
Airport VIC maintenance/signage
$4,000
EMarketing
$5,000
Visitor guide and niche brochures
$10,000
Events and Sports -Operations and Promotion
$ 130,000
Dragon Boat Festival
$25,000
Spartan Race
$25,000
Pond Hockey
$25,000
Montana High School Rodeo Finals
$30,000
Western B Basketball
$6,500
Other event and sports
sponsorships
$18,500
Meetings & Conventions
$ 36,000
Trade shows
$5,000
Meeting Planner FAM
$10,000
Meeting planner incentive program
$5,000
Group photo and video library
$4,000
M&C guide
$5,000
Customer Relationship Mgmt
System
$5,000
Lead Generating Service
$8,500
Publicity
Travel media FAM
PR, story pitches, press room
Kalispell branded merchandise
Airline Subsidies
TOTAL
$ 41,000
$13,000
$16,000
$2,000
$10,000
$ 550,000
n
Event Promotion
CVent Subscription & Adv
000
$ 15,00(
$ 5,00,
Kalispell Chamber of Commerce,Convention & Visitor Bureau - FY'15 Marketing Plan 21
TBID Budget - WIS
TBID Projected Revenue
$ 550,000
Rollover from Fy'14
$
Total
$ 550,000
Program Description
Project
Program Total
Staffing
$ 190,400
operations
$ 28,650
Marketing Support
Smith Travel Reports
$5,500
$ 10,500
Memberships (TMMT, KDA, Voices)
$5,000
I
Website
$ 21,500
Maintenance and enhancements
$11,500
SECT & SEM
$10,000
Consumer Marketing
$ 92,950
Photo and video library
$10,000
Social Media admin & advertising
$11,500
Creative services
$16,000
Media buy: online
$30,000
Travel show attendance
$5,000
Trade show booth
$450
Airport VIC maintenance/signage
$4,000
EMarketing
$5,000
Visitor guide and niche brochures
$10,000
Events and Sports -Operations and Promotion
$ 130,000
Dragon Boat Festival
$25,000
Spartan Race
$25,000
Pond Hockey
$25,000
Montana High School Rodeo Finals
$30,000
Western B Basketball
$6,500
Other event and sports sponsorships
$18,500
j
Meetings Conventions
! $ 36,000
Trade shows
$5,000!
Meeting Planner FAM
$10,000
Meetign planner incentive program
$5,000
Group photo and video library I
$4,OOO
M&C guide
$S,ODO
Customer Relationship Mgmt System
$5,000
Lead Generating Service
$8,500
Publicit�r
$ 41,000
Travel media FAM
$13,000
PR, story pitches, press room
516,000
Kalispell branded merchandise
$2,000
Airline Subsidies
$10,000
TOTAL
$ 550,000
22
BUSINESSTOURISM IMPROVEMENT
FUND: 7855
PROJECTED FIDUCIARY DUE
O
ACTUAL
ACTUAL
BUDGET
ACTUAL
BUDGET
FY11/12
FY12/13
FY13/14
FY13/14
FY14/15
BEGINNING CASH
10100 CASH: $0 $1,605 $928 $928
$0
Total Cash $0 $1,605 $928 $928
$0
RECIEPTS
10100 Room Tax $280,069 $439,617 $475,000 $505,000
$550,000
Total Receipts $280,069 $439,617 $475,000 $505,000
$550,000
TOTAL AVAILABLE $280,069 $441,222 $475,928 $505,928
$550,000
DUE TO
21210 Due to TBID $278,464 $440,294 $475,928 $505,928
$550,000
ENDING CASH
CASH: $1,605 $928 $0 $o
$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.
23
KALISPELL BUSINESS IMPROVEMENT DISTRICT
2014 -2015 BUDGET
DOWNTOWN
Board of Directors
John Hinchey, Chair
Janet Clark
Jon Fetveit
Pam Mower
Margaret Lekander
Tim Price
Debbie Snyder
Coordinator:
Pam Carbonari
Downtownkalispell.com
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.
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.
PO Box 9997 Ka H5€ i,crs, �ViT -59'',13 ia) -t!V�,,.,'l(I,r,rF€Q€�o��z9.Cot -a
24
Accomplishments 2tip2014
Fagade Improvement Program — 6 grants were awarded with 4 reaching completion
— significant owner reinvestment in the district
o Purchased 19 new street trees for the BID District
0 Funded and supervised the Downtown Ambassador — keeping downtown clean &
friendly
o Purchased all of the flowers for the BID District
o Advertised downtown events through the use of television commercials
o Updated web site to accommodate mobile devices & other upgrades
o Contracted to maintain a web presence through facebook
o Continued the wooden coin program - $5.00 off the purchase of $25.00
o In cooperation with the City of Kalispell our Downtown Ambassador is keeping our
downtown parking lots clean
o Continued the wayfinding signage program which should be completed by the end
of August 2014
o Supported downtown events; Chocolat Affaire, Thursday!Fest, Taste of Kalispell,
The Art Walk, A Run Through History
o Worked with new and potential property/business owners
o Maintained part time Coordinator position
o Continued investment in our web site and web presence
• Maintain Coordinator and downtown Ambassador positions
o Fund flowers in the district
• Award an additional $15,000minimum in Fagade Improvement grants
o Design and install one kiosk sign downtown
• Additional beautification projects
• Review and evaluate transportation issues downtown
o Assist property owners/business owners resolve issues downtown
o Coordinate with the City of Kalispell Planning office regarding the Downtown Plan
o Advertise downtown events to continue drawing visitors for the economic success
of property/business owners
o Continue to be an advocate for downtown
25
ACTUAL
ACTUAL
BUDGET
ACTUAL
BUDGET
FY11/12
FY12/13
FY13/14
FY13/14
FY14/15
BEGINNING CASH
10100
CASH: Operating
$129,945
$128,044
$116,040
$116,040
$77,818
Total Cash
$129,945
$128,044
$116,040
$116,040
$77,818
REVENUES
363010
Assessments
$25,477
$24,446
$24,446
$23,963
$23,000
311100
Levy
$60,057
$63,841
$63,000
$64,084
$63,000
312000
Penalty & Interest
$1,194
$576
$1,000
$319
$250
335230
Class 8 PP Reimb.
$0
$0
$0
$251
$200
346050
Festivals
$940
$397
$1,500
$600
$1,000
365000
Donations
$1,361
$10,118
$5,000
$16,210
$5,000
371010
Interest
$1,296
$926
$1,000
$449
$500
Total Revenue
$90,325
$100,304
$95,946
$105,876
$92,950
TOTAL AVAILABLE
$220,270
$228,348
$211,986
$221,916
$170,768
EXPENSES
Operating
1 7071 � ; i w We
$92,226 $112,308 $192,344 $144:098 $169,036
CASH: Operating $128,044 $116,040 $19,642
DOWNTOWN BUSINESS IMPROVEMENT DISTRICT WAS CREATED May 17, 2004
by Resolution 4891A adopting a budget and providing funding through a mill levy
and assessment combination.
$77,818 $1,732
26
PROGRAM:
STAFFING:
349 Mileage/Supplies/Conferences/ Rent
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 Fagade Improvement Program
365 Advertising/Publications
366 Sponsorship/Events
530 Insurance
TOURISM:
356 Printing
BEAUTIFICATION:
360 Art
364 Cleaning & Flowers
522 Administrative Transfer
Total Budget
ACTUAL,
BUDGET
ACTUAL,
BUDGET
FY12/13
FY13/14
FY13/14
FY14/15
$5,560
$4,000
$5,167
$4,000
$35,183
S28,600
$29,300
$29,200
$15,268
$15,000
$18,962
$20,000
$0 $5,000 $0
$0 $40,000 $26,482 $0
$5,440 $10,000 $0
$224
$300
$303
$350
$821
$1,000
$809
$1,000
$1,864
$4,000
$3,355
$4,000
$2,010
$3,650
$3,536
$3,000
$20,321
$13,278
$6,165
$44,189
$0
$0
$0
$20,000
$11,100
$15,000
$10,598
$21,000
$23,401
$20,000
$2,585
$3,500
$1,449
$3,500
$980
$7,600
$7,183
$7,000
$719 $6,000 $111 $6,000
$0
$2,000
$500
$2,000
$8,090
$4,000
$2,859
$5,000
$2,645
$3,416
$3,416
$4,797
$112,308
$192,344
$144,098
$169,036
27