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Home My WebLink AboutA1 - REVISED BUDGET Bozeman TBID FY17 Budget PresentationBozeman TBID FY17 MARKETING BUDGET Tourism Development Division •CEO of Chamber is also CEO of Convention and Visitors Bureau and Tourism Business Improvement District •CVB has an independent Board of Directors •TBID Board of Directors are appointed by City and contracted with the Chamber of Commerce •Cross pollination on all boards (Same message) •CVB Budget: $ 315,000 •TBID Budget: $1,100,000 Target Markets Based on ITRR Research, inbound flights and website traffic Direct flight and metro markets: •California •Colorado •New York •Washington •Texas •Arizona •Florida •Minnesota •Illinois •Georgia •Nevada •Washington DC •Boston Regional Drive Markets: •North and South Dakota •Idaho •Utah •Wyoming •Canada •Oregon Demographics Based on year over year research, our primary visitors are an affluent,older demographic giving us the opportunity to promote shoulder seasons. Average group size= 2 travelers •37%55-64 years •26%45-54 years •19% 35-44 years Average HH income $100-$150K (ITRR 2015 non-resident visitor profile) Institute for Tourism Recreation & Research • • Bar Chart Pie Chart Data PDF *Data Source: Institute for Tourism and Recreation Research 6 Gross Lodging Tax for Montana 2004 -2015 $13,424,789 $14,629,619 $16,118,652 $17,966,228 $18,372,994 $17,201,592 $18,698,660 $20,091,923 $22,264,780 $23,690,983 $26,066,902 $27,488,773 $0 $7,000,000 $14,000,000 $21,000,000 $28,000,000 $35,000,000 Gross Lodging Revenue for Montana 2004-2015 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 7 Gross Lodging Tax Revenue for Yellowstone Country 2004 -2015 $3,875,561 $4,351,376 $4,777,979 $5,349,508 $5,349,537 $4,900,038 $5,409,925 $5,730,604 $6,342,647 $7,097,693 $8,075,810 $9,244,330 $0 $2,500,000 $5,000,000 $7,500,000 $10,000,000 Gross Lodging Tax Revenue for Yellowstone Country 2004 -2015 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 8 Gross Lodging Tax Revenue for Bozeman 2004 -2015 $813,625 $911,231 $1,042,865 $1,163,739 $1,177,921 $1,114,071 $1,260,066 $1,361,671 $1,500,892 $1,718,816 $1,881,925 $2,137,827 $0 $550,000 $1,100,000 $1,650,000 $2,200,000 $2,750,000 Gross Lodging Tax Revenue for Bozeman 2004 -2015 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 9 Gross Lodging Tax Revenue for Belgrade 2004 -2015 $70,544 $83,001 $93,747 $102,949 $114,333 $124,010 $127,736 $120,362 $134,112 $166,893 $246,446 $271,692 $0 $75,000 $150,000 $225,000 $300,000 Gross Lodging Tax Revenue for Belgrade 2004 -2015 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Lodging Tax Revenue Bozeman 2014 = $1,881,925 +9% over 2013 Bozeman 2015 = $2,137,827 +14% over 2014 10 Opportunities •Increased airlift across the board. •Low gas prices bringing people from surrounding states. •100 year anniversary of National Park Service. Located between two entrances to Yellowstone, Bozeman has the largest density of hotel rooms in the area. •Increase in an older demographic giving us the opportunity to promote shoulder season activities. Overall Goals •Collaborate with state and local entities to promote air service. •Populate website with fresh, engaging content such as blogs, events, articles and itineraries. •Promote content via social media and targeted digital advertising such as dedicated emails. •Collaborate with CVB and Montana Office of Tourism on joint venture opportunities as they arise. •Continue digital advertising campaign. •Grow our social media audience. Air Service: January, 2000–4 direct flights Air Service 2016 15 Direct Flights Bozeman Yellowstone International Airport Arrival Passenger Totals 2004 -2015 308,985 335,679 317,850 335,276 351,214 342,714 365,210 397,822 433,829 442,540 483,132 511,723 0 150,000 300,000 450,000 600,000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Bozeman Yellowstone Internaional Airport Arrival Passenger Totals 2004 -2015 Bozeman Yellowstone International Airport Arrival & Departure Passenger Totals 2004 -2015 617,970 671,358 635,700 670,552 702,428 685,428 730,420 795,644 867,658 885,080 966,264 1,023,446 0 275,000 550,000 825,000 1,100,000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Bozeman Yellowstone International Airport Departure & Arrival Passenger Totals 2004-2015 American Airlines •The last time a major airline entered the Montana market was three decades ago. •In the history of our state, no airline has served Dallas/Ft. Worth non- stop from any airport in Montana. •The largest airline in the world now serves Montana. 17 American Airlines Cooperative Ad Campaign 18 Pursuing additional direct flights: •Alberta, Canada •Boston •New York •Washington DC 19 20 Only in Bozeman TBID FY17 Budget Consumer Advertising •Summer $150,000 •Winter $250,000 •Agency Commission $ 60,000 Gallatin Valley Tournament Committee $105,500 Non-MHSA/Event Grant Program $ 75,000 Marketing Support $144,500 Airline Incentives $125,000 Airline Marketing $100,000 IPW Event $ 10,000 Other Events/Grants $ 80,000 TOTAL $1,100,000 Bozeman CVB FY17 Consumer Advertising 22 Joint Ventures: Region/CVB $ 25,000 Airline Marketing $ 100,000 Total Joint Ventures $ 125,000 Consumer Advertising: Inbound Marketing $ 40,000 Digital Advertising $ 39,000 Social Media Advertising $ 12,000 Print $ 7,500 Total Consumer Advertising $ 98,500 Bozeman CVB FY17 Marketing Support 23 Administration $ 63,000 Opportunity Marketing $ 5,000 Marketing Plan $ 4,500 TAC/ Governor’s Conference $ 2,000 FAM Tours $ 5,000 Postage $ 9,000 Website Maintenance $ 3,000 Total Marketing Support: $ 91,500 TOTAL BUDGET $315,000 Challenges / Opportunities Workforce –Quantity and Quality Air BNB 7 New Hotels being discussed for Bozeman City Limits New Markets to attract via BZN Airport Made In Montana Products 24