HomeMy WebLinkAboutTBID Budget and Market Financing_13
Bozeman Tourism Business Improvement District
Marketing Plan
FY14
July 1, 2013- June 30, 2014
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Bozeman Chamber of Commerce Tourism Division
Marketing Plan FY14
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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.
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Bozeman Chamber of Commerce Tourism Division
Marketing Plan FY14
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+ 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.
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Marketing Plan FY14
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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.
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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)
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Marketing Plan FY14
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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
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• 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
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• 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.
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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.
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Bozeman Chamber of Commerce Tourism Division
Marketing Plan FY14
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+ 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.
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Bozeman Chamber of Commerce Tourism Division
Marketing Plan FY14
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+ 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.
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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
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