VISIT ESTES PARK 2012 ANNUAL REPORT ABOUT US About Us Visit Estes Park, the name under which the Estes Park Local Marketing District operates, is the offi cial Destination Marketing Organization for Estes Park. Using dedicated lodging tax revenues and other funding sources, the organization’s mission is to attract visitors to the area through eff ective and effi cient marketing in order to drive year-round economic growth. Estes Park, just 90 minutes from Denver, is located at the eastern entrance to Rocky Mountain National Park. A majestic mountain village known for outdoor adventure, watchable wildlife and scenic beauty, Estes Park is the most visited high country mountain destination in Colorado. 22-Year Advertising Veteran Peter Marsh Retires Dec. 31, 2012 After managing Estes Park’s vacation Board of Directors destination advertising programs for more Seven community leaders who live inside the Local Marketing District than 22 years, Peter Marsh retired from boundaries serve on our Board of Directors. Visit Estes Park on December 31, 2012. Peter’s experience marketing the area ranged from volunteering Using an application and interview process, Visit Estes Park’s Board for a Chamber of Commerce advertising of Directors are appointed to serve four-year terms by the Town of committee to his employment as Estes Park and Larimer County via an Intergovernmental Agreement. Advertising Manager for the Town of Joining the Board for a second term in 2012 was Bill Almond. We Estes Park, including fi ve years in that welcomed Lynette Lott to our Board of Directors. position for the Estes Park Convention & Visitors Bureau. When he transferred to Visit Estes Park in late 2009, he continued to direct the advertising program. 2012 Board of Directors Kathy Palmeri, Chair Peter also valiantly fought cancer for the last seven years of his life, rarely missing Bill Almond, Vice Chair a day at the offi ce, as he signifi cantly Director Marketing & Sales for the YMCA of the Rockies contributed to Visit Estes Park’s marketing programs. We continue to be saddened Scott Webermeier, Secretary-Treasurer by his death on January 16, 2013. General Manager of National Park Village Lindsay Lamson Owner of Rocky Mountain Resorts Lee Lasson Owner & Operator of Estes Park On-Line and FrontDesk, Inc. Lynette Lott Owner of Valhalla Resort Chris Wood Co-Owner of McGregor Mountain Lodge Staff Peggy Campbell, President & CEO Mike Oline Operations & Finance Director Administrative Assistant Suzy Blackhurst, Mike was born in Fort Collins and Brooke Burnham, Communications, Public Relations & Social Media Director attended the Colorado School of Mines Peter Marsh, Advertising Manager and the University of Colorado. He met Kirby Nelson, Stakeholder Relations & Communications Manager his wife, Susan while doing volunteer trail Janice Mason, Group Sales & Services Manager building in Rocky Mountain National Park. Mike Oline, Administrative Assistant They were married at the Stanley Hotel and have one daughter. Thirteen years ago they jumped at the chance to move to Estes Park. After commuting to Denver for 12 of those years, Mike joined Visit Estes Park in August 2011. Mike hikes and runs in the National Park and volunteers with several community organizations. 2 | 2012 Visit Estes Park Annual Report EXECUTIVE MESSAGE Dear Tourism Partners: A particularly challenging year, the year 2012 ended with numerous successes. First the challenges: Colorado experienced one of the worst wildfi re seasons in its history. Unusually warm, dry weather, coupled with severe drought conditions, resulted in several cata- strophic wildfi res, which garnered much unwanted regional and national media attention throughout the summer. Widespread damaging catastrophes, such as the Colorado wildfi res, always have a negative eff ect on the travel and tourism industry. Most notable were the High Park Fire in Fort Collins (began June 9), the Woodland Peggy Campbell, President & CEO Peggy grew up on Long Island, New York, Heights structural fi re in the High Drive area of Estes Park (began and received her Bachelor’s Degree from June 23), the Waldo Canyon Fire in Colorado Springs (began June Indiana University of Pennsylvania. A 23), the Flagstaff Fire in Boulder (began June 26) and the Fern Lake seasoned professional, her career spanned Fire in Rocky Mountain National Park (began October 8). While business analysis, project management, these fi res were devastating, we are heartened by how our wonderful and database marketing in the corporate community worked together and supported each other during arena. Peggy and her husband Mike had long dreamed of slowing down and these diffi cult times. pursuing a lifestyle change in the Rocky Mountains. They proved dreams really can Now the successes: Despite the wildfi res, Visit Estes Park stayed come true when they moved from New the course, following our 2012-2013 Marketing Plan and focusing on York City to Estes Park in 2002. Peggy important strategic initiatives such as developing a community-wide became President & CEO of Visit Estes Park destination brand strategy, commissioning a research study to in 2009, following several years with the Estes Park Convention & Visitors Bureau. defi ne the economic impact of tourism on the Estes Park economy, Peggy enjoys hiking and taking long walks expanding our social media reach and engagement, beginning a with her husband and their three dogs. website/mobile site development project, and the operational move from the Town of Estes Park to our own entity. At the same time, Visit Estes Park quickly strategized, and implemented various marketing and communications tactics designed specifi cally to mitigate the negative eff ects of wildfi res on Estes Park tourism. VISIT ESTES PARK (LMD) We believe we’ve made a diff erence, and we are pleased to report LODGING SALES TAX RECEIPTS that we have exceeded our 2012 key performance indicator goals. 2010 $1,250,623 +7.49% Let us close by expressing our intense pride in the Estes Park community, and in particular, the entrepreneurial spirit of our business 2011 $1,343,774 +7.45% partners. As we learned through our brand strategy initiative, we 2012 $1,513,414 +12.62% are truly a one-of-a-kind destination, and we celebrate our small businesses that play such an important role in delivering an exceptional guest experience. TOWN OF ESTES PARK LODGING SALES TAX RECEIPTS Warm Regards, 2010 $1,768,827 +5.55% 2011 $1,931,215 +9.22% 2012 $2,162,856 +11.99% Peggy Campbell Kathy Palmeri Visit Estes Park Visit Estes Park President & CEO Chair of the Board of Directors TOTAL TOWN OF ESTES PARK SALES TAX RECEIPTS 2010 $7,007,092 +2.25% 2011 $7,422,537 +5.93% 2012 $7,889,229 +6.29% 2012 Visit Estes Park Annual Report | 3 DIGITAL MARKETING Two years after Visit Estes Park’s initial venture into social media with the Estes Park, CO Facebook page, in 2012 we expanded our digital reach so it now includes Facebook, Pinterest, Instagram, “I love Estes Twitter, Flickr, YouTube, Google+, a blog and an e-newsletter program. Of course, the apex of our digital marketing is the Visit Estes Park Park...hope website, to which traffi c is driven by earned, paid and owned media, and through which the online audience fi nds the most comprehensive digital information about Estes Park. to celebrate We reinvigorated our Facebook page with a new look and daily Thanksgiving postings throughout the year, and we continually engaged our public on Twitter with informative posts. We added Flickr and YouTube there next channels to visually entice our audiences. In 2012, Visit Estes Park made a concerted eff ort to engage e-newsletter year!” subscribers more often, with more relevant information to better inform them of our events and activities to persuade them to vacation —Facebook Fan here. The e-newsletters contain expanded, fresh content, details about upcoming events, exciting reasons to visit, new developments and little-known facts about Estes Park. Our blog is used to create and disseminate new information to the online audience, as well as to create content that can be broadcast through our social media channels. Through these eff orts, we’ve seen our customer base become more involved in Estes Park and what we have to off er. Those who use digital channels to learn about our area relay information to their friends, expanding our reach. Digital media “infl uencers” introduce Estes Park to new people by sharing our digital content with their large audiences. The Estes Park conversation has grown and drives visitation and increased customer loyalty. Visit Estes Park’s goal is to launch a powerful, creative, feature rich website, using the latest technology and destination marketing best practices. We’re planning a website that will dramatically improve internal effi ciencies, provide real value to our stakeholders, refl ect our brand promise, be a valuable resource in consumer planning, eff ectively compete with any other destination website, and measurably increase visitor conversion. To achieve that goal, with Brand Strategy well underway, in 2012 the Visit Estes Park team and a group of local partners analyzed appropriate website providers and narrowed the list to top companies 2012 Digital Media Highlights: who received a request for proposal. To ensure the optimal selection, • Visit Estes Park acquired a rogue the group interviewed select fi rms and entered into an agreement Estes Park Facebook page which with simpleview, Inc., the foremost provider of technology-based added over 13,000 fans solutions for Destination Marketing Organizations. • Added Pinterest, Instagram and Google+ to our active channels • Increased Facebook Fans in 2012 by 23,730 or 474% • Increased Twitter followers by 1,444 or 580% • Increased E-Newsletter subscribers by 6,900 or 35% 4 | 2012 Visit Estes Park Annual Report ADVERTISING As new technologies and marketing communication tools continue to evolve, Visit Estes Park continually adapts its advertising approach to stay in front of key markets when and where they want to engage with us.