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HomeMy WebLinkAboutTBID Budget and Market Financing_13 Bozeman Tourism Business Improvement District Marketing Plan FY14 July 1, 2013- June 30, 2014 97 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 2 PURPOSE: The purpose of the Bozeman Tourism Business Improvement District (TBID) is to enhance the economic vitality of Bozeman by promoting tourism through effective sales and marketing strategies, building collaborative partnerships and promoting Bozeman as a year round visitor, convention and event destination. Sustaining Bozeman’s geographical character, environment, aesthetics, heritage, and the well-being of its residents will all be key considerations in these efforts. The Bozeman Tourism Improvement District will align our goals with the Convention and Visitors Bureau to increase organizational efficiencies and leverage available funds. TBID dollars used in conjunction with the CVB will be used to promote overnight stays in the Bozeman lodging properties. IDENTITY: Bozeman’s unique set of attributes set it apart from all other regional destinations to form an identity very well positioned to capitalize on the many efforts outlined in this plan as well as the Montana Brand Platform. Strengths: + Proximity to Yellowstone National Park - Bozeman is conveniently located a short drive from one of Montana’s natural wonders and main visitor attractions. In 2011, Yellowstone had it 2nd highest visitation on record, over 3.4 million visitors. + A growing vibrant downtown that is being upgraded regularly, and is home to dozens of restaurants, art galleries and retail establishments. + World Class Recreation - Three nationally recognized ski areas, blue ribbon fly- fishing waters, dozens of nearby trails and 360 degrees of surrounding national forest make Bozeman a grand escape for vacationers and outdoors people alike. + Air Service - Bozeman/Yellowstone International Airport leads the state in boardings during the busy seasons, and now has 13 direct flights including new service from New York. Continue to pursue other direct flights to position Gallatin County as having the best air service in state. Our goal is to have the top 6 airlines servicing Bozeman with sustainable direct flights. + Montana State University - MSU brings dozens of strengths to Bozeman, resulting in a sophisticated and university town feel that visitors enjoy. 98 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 3 + Bozeman offers year-round cultural opportunities, from the Museum of the Rockies, to the surrounding area’s registered historic sites and Montana State University. These cultural attractions, along with numerous festivals, concerts, live theater and rodeos are key to visitors who choose Bozeman as a destination. + Lodging Facilities - Bozeman currently has 2,017+ rooms offering a wide variety of accommodations from hotels/motels, bed & breakfasts, vacation homes, to both private and public campgrounds. + Bozeman has become the technology hub of the region with many in Biomedical, Laser, Software and web based companies basing operations in and around the city. + Bozeman’s central location in the state of Montana and on interstate 90 makes it a popular town for visitors traveling through the state. Challenges: + Seasonality of leisure tourism results in a short high occupancy period of July and August, while nine months remain well below national averages. + Significant weather events and patterns and fire seasons can cause sudden large reductions in leisure tourism. + Lack of year round meeting facility for groups of 400+ people. Many large groups wanting to meet in Bozeman continue to utilize other destinations. While MSU has the capacity for larger groups, the facilities have limited availability to the general public. + Limited sport/event fields and facilities. Lack of large outdoor athletic field complex limits the ability for soccer, baseball, football, rugby and other outdoor tournaments to take place in Bozeman. Lack of independent event center limits indoor events to MSU’s schedule or shift to Belgrade event center. Lack of improved fairgrounds facility limits the options for large rodeo events. Lack of improved swim center limits the option for regional competitive swimming events. Lack of multiple sheets of ice limit hockey tournament potential. Lack of performing art center limits the options for large indoor musical and cultural events. Lack of large outdoor performing arts venue limits options for outdoor music festivals. 99 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 4 GOALS Leisure Travel Goals (CVB and TBID Focus) + Build and maintain a consistent image of Bozeman as southwest Montana’s premier vacation destination through all marketing and cooperative efforts with other regions, CVBs, TBIDs, and private businesses to leverage funds. + Work with the Bozeman Convention and Visitor Bureau to align marketing and goals and funding. + Showcase Bozeman’s proximity to one of our state’s premier natural wonders, Yellowstone National Park. Promote Bozeman as a “home base” while planning day trips into Yellowstone and other points of interest around the area. + Showcase Bridger Bowl to surrounding in-state cities, regions and key out-of-state markets to grow winter visitation. + Collaborate with Big Sky Resort, Moonlight Basin, and Bridger Bowl to present Bozeman as a world class ski town to a regional and national audience. + Enhance awareness and support for tourism and recreation among Bozeman residents and elected officials. + Showcase Bozeman to international tour operators/travel agents as the entry and exit point for international travelers. + Showcase Bozeman to domestic group tour operators as a key destination in their tour bus itineraries. 100 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 5 Meetings Goals (TBID Focus) + Support the promotion of Bozeman as a meeting destination through CVB partnerships with the TBID, Montana State University, the City of Bozeman and private businesses. + Support the promotion of Bozeman as a meeting destination for 400 people or less and educate planners about Bozeman’s amenities, including cultural, recreational and technological opportunities, as well as dining and shopping. + Educate conference attendees about the number of family, recreational and cultural activities available in the area. + Facilitate discussion about the need of future meetings facilities in Bozeman. Film Production Goals (CVB Focus) + Support the state of Montana as a premier filming locations and develop partnerships with the state, other regions and CVBs and private businesses in an effort to leverage funds. + Support legislation to maintain or increase the Big Sky on the Big Screen Film Incentive. + Inform production companies about the variety of services available in the state, MSU and Bozeman. Sport Tournaments and Events Goals (TBID Focus). + Collaborate with organizations in Bozeman that have the capacity to bring and execute large events in Bozeman that produce overnight stays. + Continue to develop relationships with local and state youth sports organizations to foster state wide, regional and national youth tournaments in Bozeman. + Work with the City of Bozeman, stake holders and local athletic organizations to better understand and prioritize future sport complex expansion. + Work with the Gallatin Valley Tournament Committee to increase the amount of Montana High School Association tournaments. (TBID only) 101 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 6 FY13 MEASUREABLE OBJECTIVES: Leisure Travel Measurable Objectives (CVB and TBID Focus) • Increase air traffic to Bozeman Yellowstone International Airport by 20,000 passengers. • Continue increasing accommodation tax dollars at a rate of 2% over FY13 collections. • Increase inquiries that are directly attributable to the TBID’s Consumer Advertising Campaign by 5% over the number of inquiries generated and tracked by FY13 consumer campaigns. • Increase TBID website visits by 10% over FY13. Meetings Measurable Objectives (TBID Focus) + Continue to upgrade the Meeting and Convention portion of the website as needed. + Book two future citywide conventions. + Book four multi-hotel meetings. + Provide 60 market segment leads to district hotel meeting properties. + Execute on Familiarization tour for national conventions. Film Production Measurable Objectives (CVB Focus) + Assist the Montana Office of Tourism with at least one media/film tour per fiscal year that will showcase Bozeman and the surrounding area and generate a variety of story ideas. + Help maintain the Big Sky on the Big Screen film incentive. + Work with the Montana Office of Tourism to encourage media writers/editors and film producers/directors/scouts to visit Bozeman on at least one scout a year. Sport Tournaments and Events Measurable Objectives (TBID Focus) + Help facilitate the creation of 1 new city wide non-tournament event. + Add 2 future non-MHSA city wide tournaments. TARGET GEOGRAPHIC MARKETS Leisure Travel Target Geographic Markets 102 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 7 • According to the 2012 study by ITRR, the top five states from which visitors come to Bozeman are California (9%), Minnesota (8%), Washington (8%), Wyoming (7%) and North Dakota (6%). By geo-targeting, through digital and regional print advertising, we can further capitalize on our existing traveler base. We will also look at the top states from which people are visiting our website, (aside from Montana, which the vast majority of visits come from) California, Washington, Colorado, Oregon and Texas. • Geo-targeting will include key markets that align with the state advertising, which currently include Chicago, Seattle, Salt Lake, Minneapolis and Portland. • Canadian markets, such as Calgary, Lethbridge, Winnipeg and Regina, are located close to the Montana border and have a high propensity of travelers to our area. • Regional drive markets from surrounding cities such as Bismarck, Rapid City, Idaho Falls and Spokane. • Markets that support direct flights to Bozeman Yellowstone International airport which may include Oakland/San Francisco, New York, Atlanta, Denver, Salt Lake, Chicago, Minneapolis, Seattle, Atlanta, Las Vegas, Mesa and Portland. Meetings Target Geographic Markets (TBID Focus) + Denver, Chicago, Salt Lake, Seattle and Washington D.C. and Dallas house many of the targeted planners. Meeting planner events rotate through all of the major cities in the U.S. + In-state efforts will focus on getting our fair share of state meeting rotations. Film Production Target Geographic Markets (CVB Focus) Production companies located throughout the United States and Internationally. Production companies that have filmed in Montana before. Sport Tournaments and Events Target Geographic Markets (TBID Focus) + Regional tournament rights holders in Montana, North Dakota, South Dakota, Wyoming and Idaho. + National tournament rights holders in sports such as skiing, mountain biking, fly fishing that have a particular interest in Bozeman. TARGET DEMOGRAPHIC MARKETS Leisure Target Demographics (CVB and TBID Focus) • Travelers to the Bozeman area (ITRR 2012 Non-Resident Visitor Study) • Average age 54 • Group size, 46% couples, 22% individuals, 21% immediate family • Average group size 2.2 103 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 8 • Top three income levels, $75-100K (24%), $100-$150K (23%),$50-75K (22%) Meetings Target Demographics + Size: Meetings of 400 people or less, with the exception of June 1 –August 10. + Conference business to Bozeman focuses on the following industries: environmental, conservation, agriculture, education, financial services/banking, government, healthcare, insurance, nonprofit, professional associations, trade associations, spiritual and technology. Film Production Target Demographics + Independent film companies. In addition production companies seeking to film but not limited to commercials, television, music videos and documentaries, as well as companies producing print advertising, collateral material and still photographers. Sport Tournaments and Events Target Demographics + “Geotouristic” types of tournaments such as skiing, mountain biking, running, and fly fishing. + Traditional sport tournaments that occur on a statewide and regional basis. + Family based athletic tournaments that may benefit from the proximity of Yellowstone National Park in relation to Bozeman. 104 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 9 MARKETING METHODS The Chamber Tourism Division believes in continued partnerships with the Montana Office of Tourism, other Montana Tourism Regions and CVBs, our sense of place partners and private businesses to leverage marketing dollars and increase consumer travel, film production and meetings. The marketing methods of the Bozeman CVB will be greatly enhanced by the recent full funding of the Bozeman Tourism Business Improvement District. By combing resources, the CVB will double its leisure advertising budget, allowing for economies of scale, combined themes and branding, and a more powerful marketing message. The Bozeman TBID will also continue newer efforts in the tournament, event and meeting market categories. Leisure Travel Marketing Methods + Continue marketing campaigns that target the Geotraveler. Continue to explore advertising opportunities as it pertains to co-op opportunities (including specific niche marketing opportunities). Explore joint ventures and branding opportunities with the Big Sky and West Yellowstone CVBs and Yellowstone Country and also continue cooperative efforts with the Bozeman TBID and private businesses. + Collaborate with Bozeman Yellowstone International Airport to market incoming flights. + Partner with Bozeman International Airport to help incentivize direct flights from new markets, with other private entities to maximize dollars committed toward total campaign. Funds will be used as seed money for flight seat guarantees to be used to raise necessary capital from partners. + Create a promotional video in conjunction with other Economic Development partners to showcase recreation in the Bozeman area. We will also build a photo library for use in advertising and PR. + Develop new website in conjunction with the CVB and Bozeman Chamber of Commerce to increase functionality and ease of user experience. + Participate in Media Tours. + Continue to inform visitors arriving in Bozeman via airline about the area with Seasonal Airport Information Panels. These panels welcome visitors to the community as well as serve as outlets for the distribution of the Bozeman Visitors Guide and Bozeman Brochure. 105 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 10 + Continue to support and staff the Visitor Information Center as well as the Chamber office. + Develop an advertising campaign with Bridger Bowl utilizing print and the internet to pull winter visitors from the region. + Develop an advertising campaign for feeder cities to promote Bozeman as a world class ski destination with Bridger Bowl, Big Sky and Moonlight Basin ski areas. + Participate in Rocky Mountain International (RMI), the National Tour Association (NTA), and the International Pow Wow (USTA) to showcase Bozeman to international and group tour travelers. + Co-op with Yellowstone Country for staffing the log cabin on 7th Ave. Meeting Marketing Methods (TBID Focus) + Attend up to 3 national conferences directed at group organizers to generate qualified leads. FY12 examples are Destination Showcase (DMAI), and International Pow Wow. + Maintain Membership and training with Destination Marketing Association International (DMAI). + Maintain membership with Montana Society of Association Executives and attend annual convention. Support conference hotels’ efforts to bring instate meetings to Bozeman + Pursue contacts within organizations that are likely candidates for large conventions and meetings here in Bozeman. + Continue to implement communication and marketing plan developed by Flying Horse Communications. + Build web presence with appropriate internet portals. Film Production Marketing Methods (CVB Focus) + Continue to partner with the Montana Film Office promoting Bozeman as a premier destination for film productions. + Encourage local businesses to submit information to the Montana Film Office for inclusion in the Film Production Guide and on the website (montanafilm.com). + Act as liaison between the production company and the community. This includes everything from assistance with location scouting to providing information on office space and equipment. Sport Tournaments and Events Marketing Methods (TBID Focus) + Continue to develop relationships with local and state youth sports organizations to foster state wide youth tournaments in Bozeman. 106 Bozeman Chamber of Commerce Tourism Division Marketing Plan FY14 Page 11 + Collaborate with Montana State University to increase the number of national level concerts. + Contact and collaborate with local and regional event promoters and coordinators. + Research successful event concepts in other cities. + Support the Gallatin Valley Tournament Committee in finding more shoulder season tournaments. 107 Jul '13 - Jun 14 Ordinary Income/Expense Income Program Income TBID Collections 425,000.00 Total Program Income 425,000.00 Total Income 425,000.00 Expense Meetings and Conventions Meeting Planner Conventions Destination Showcase 5,500.00 Meet Midwest 5,000.00 MT Society of Assoc Execs 300.00 Total Meeting Planner Conventions 10,800.00 Meeting Incentives 5,000.00 Memberships MSAE 300.00 Total Memberships 300.00 Total Meetings and Conventions 16,100.00 Leisure Market Marketing Company Services Marketing Airlines 3,500.00 Total Marketing Company Services 3,500.00 Other Activities Promotional Video 15,000.00 Photo Library 10,000.00 CVB Website Rebuild 25,000.00 Total Other Activities 50,000.00 Airlines Incentives 75,000.00 Leisure Market - Other 111,000.00 Total Leisure Market 239,500.00 Tournaments and Events Gallatin Valley Tournament Comm 75,000.00 Event Grant Program 30,000.00 Total Tournaments and Events 105,000.00 Marketing Support Administration / Payroll 50,000.00 Insurance 1,835.81 Interest Expense LOC 2,564.19 Legal / Accounting 10,000.00 Total Marketing Support 64,400.00 Total Expense 425,000.00 Net Ordinary Income 0.00 Net Income 0.00 12:35 PM Bozeman Tourism Business Improvement District 04/01/13 Profit & Loss Budget Overview Accrual Basis July 2013 through June 2014 Page 1 108