VISIT ESTES PARK 2016 ANNUAL REPORT FROM THE 2016 PRESIDENT & CEO DEAR TOURISM PARTNERS AND progress, remain agile and invest in our tourism industry locally — COMMUNITY: services, amenities and infrastructure—to sustain and support a more year-round, balanced economy. We must be mindful that Several words come to mind when I refl ect on tourism is a fi ercely competitive industry and other destinations the past year and try to summarize the work are vying for our market share continuously. and activity that took place at Visit Estes Park in 2016. PARTNERSHIP—After three years of pitching the concept, Visit Estes Park, in partnership with Colorado National Parks and ACHIEVEMENT—Visit Estes Park continues National Monument, was successful in receiving CTO’s blessing to land on many “best of” lists and receive international recogni- to create a new statewide campaign, the “Colorado National Parks tion. This exposure features our brand in an authentic and credible Tour.” We are proud to lead a statewide initiative that supports a way, thereby increasing Estes Park’s visibility. One of our most responsible approach to tourism in Colorado, benefi ting not only notable industry achievements in 2016 was winning the Governor’s the most traveled areas of the state, but also the small towns along Tourism Award for “Best Marketing Campaign” in the State of the way that are in great need of economic impact to remain Colorado. Receiving this recognition not only represents the hard sustainable and to thrive comparatively to other areas of the work and dedication of our team, but also the awareness and state. This regional partnership campaign will help to keep Estes respect of Visit Estes Park by our peers across the state. It was an Park top of mind for Colorado vacationers who continue to follow honor to receive this distinguished award at the Annual Colorado the tourism trend of shorter stays in multiple destinations. Tourism Offi ce (CTO) Conference. RESPONSIBILITY—We are aware and focused on the obligation RESILIENCY—The late fall and winter closure of Highway 34 in we have to be good stewards of our public lands and the need to 2016 certainly tested the fortitude of our community once again. provide additional activities and opportunities for guests to enjoy In collaboration with the marketing efforts of our local partners, while minimizing the effects to local resources. We continue Visit Estes Park’s “Take the Scenic Route” campaign proved to be to expand our CTO partnerships, regional collaborations, a successful marketing initiative. The tourism industry continues statewide school outreach, and national and state forest service to prove just how resilient, reliable and dependable it is. Whether relationships. Visit Estes Park will continue to fi nd creative ways it’s local challenges like a major highway closure or unfortunate to meet guest expectations in conjunction with our commitment worldwide challenges such as terrorist attacks and political to preserve and protect while also being mindful of enhancing the instability, tourism proves time and time again that it overcomes quality of life of residents. challenges quickly and provides one of the highest ROI’s of any industry globally. For the sixth successive year, growth in Travel OUTREACH & TRANSPARENCY—As Visit Estes Park continues to & Tourism (10.2% of global GDP and 1 in 10 jobs in the global evolve in destination management, as opposed to just marketing, economy) outpaced total growth of the global economy. Growth was so does our collaboration with the community. From monthly stronger than fi nancial and business services, manufacturing, communications, presentations, event support, advocacy, dona- public services, retail and distribution, and transport sectors.* tions, surveys, sponsorships, educational classes, committees and OPPORTUNITY—Increased travel equates to increased competition reporting, the organization is more transparent and visible than worldwide. As our world becomes smaller and traveling abroad ever, allowing the community both insight into the organization becomes more economical, the opportunity to visit other destina- and the ability to provide feedback and guidance. tions expands. Travelers have options, so we must continue to GRATITUDE—The Estes community continues to be more engaged in not only our initiatives at Visit Estes Park, but also the area as a whole. We attribute our success to your partnerships and involve- ment with all facets of our mountain village. Being kind to one another, fi nding compromise and supporting each other makes us stronger as a community and nurtures respectful relationships that ultimately lead to greater success and enrichment in all aspects of our lives. In Partnership, Elizabeth Fogarty, Visit Estes Park President & CEO *World Travel & Tourism Council, Travel & Tourism Economic Impact 2017 World 2 | VISITESTESPARK.COM WHO WE ARE 2016 2016 BOARD OF DIRECTORS WHO WE ARE The Visit Estes Park Board of Directors Visit Estes Park is responsible for progressively marketing the is focused on a long-term vision for area as a favorite Colorado vacation destination. Visit Estes Park the Estes Park area that supports both is one of 200 accredited Destination Marketing Organizations preservation and conservation. The in the world. Now eight years old, funding for this special quasi- vision also includes destination manage- governmental district is derived primarily from a two-percent ment, incorporating destination product lodging tax, paid by guests, collected on all short-term rentals development; progressive marketing; (fewer than 30 days) in the Estes Park, Drake and Glen Haven areas. public land partnerships; and regional, state and international tourism. Larimer County Commissioners appoint two MISSION—VISION—CORE VALUES board members while the Town of Estes Park Trustees appoint fi ve. Board terms Mission: Attract guests to the District through effective and effi cient destination are four years. marketing and management in order to drive year-round economic growth. ....... Scott Webermeier, Chair Steve Kruger Owner, National Park Village Manager, Solitude Cabins Vision: To be a year-round tourism, group and event destination that supports our Town of Estes Park Appointee Town of Estes Park Appointee healthy mountain village with a balance of fi nancial success, positive and memorable Term ended 12/31/2016 Term ends 12/31/2019 experiences for guests, and quality of life for our community. ....... Karen Ericson, Vice Chair Adam Shake Owner, Serendipity Trading Co. Director of Communication Core Values: Accountable, Ethical, Proactive, Respectful, Responsive and Transparent Town of Estes Park Appointee & Business Development, Term ends 12/31/2018 Estes Park Economic Development Corp., Town Lindsay Lamson, Secretary/Treasurer of Estes Park Appointee VISIT ESTES PARK REVENUE 2016 TAXES COLLECTED Owner, Rocky Term ends 12/31/2017 OFFICIAL ON LODGING STAYS Mountain Resorts Morgan Mulch DISTRICT TAX VISITOR FUND Town of Estes Park Appointee Owner, Marys Lake Lodge GUIDE 81.2% LODGING TAX Term ends 12/31/2018 Resort & Condos 7.3% Jon Nicholas Larimer County Appointee President & CEO, Estes Park Term ends 12/31/2020 $2,151,604 Economic Development Corp. ...................... Larimer County Appointee Term ended 12/31/2016 r STAKEHOLDER ADVERTSING $248,703 FEES 11.5% MORE THAN 2015 2016 TEAM r13.1% Elizabeth Fogarty, President & CEO [email protected] Brooke Burnham, Director of Public Relations & Communications VISIT ESTES PARK ADMINISTRATION Suzy Blackhurst, Director of Operations 9.3% Wendi Bryson, Operations Manager EXPENSES Kellen Toulouse, Digital Communications Manager PERSONNEL Adam Concannon, Content Coordinator 23.3% Josh Harms, Communications Coordinator Abi Huebner, Partner & Group Development Manager Michael Bodman, Finance & Administration Manager Jean McGuire, Administrative Assistant MARKETING Catherine Moon, Administrative Assistant 67.4% 970.586.0500 | 3 2016 ADVERTISING 2016 ESTES PARK ADVERTISING CREATIVE MEDIA MIXOLOGY In 2016, Visit Estes Park worked with Cultivator Advertising to A diverse media mix has proven to be effective in reaching advance previous efforts in creative design and strategic delivery specifi c targeted markets. Together with Backbone Media, by evolving the “Century of Adventure” campaign. We continued Visit Estes Park expanded digital marketing in 2016 to include new to leverage the more sophisticated look and feel for the brand with media such as HTML5 banners, video ads and native content to the dark wood treatment—meant to emulate trail signs. reach and engage travelers in a variety of places. Inspirational quotes from important historical fi gures and beautiful Traditional media inspired travelers through radio, digital and brand imagery that featured modern, adventurous photography large-format print ads in regional and national publications, to showcase the experiences of Estes Park and Rocky Mountain including a variety of outdoor adventure (Backpacker, Elevation National Park elevated the brand in an impactful, authentic way. Outdoors), lifestyle (Colorado Parent, 5280, 435 Magazine, The photography highlighted seasonal adventure scenes with D Magazine & Chicago Magazine), news (Denver Post, Wyoming inspiring backdrops and landscapes. Additionally, we used “hero” Tribune, Windsor Now, Boulder Daily Camera and Fort Collins photos of snowshoeing, stargazing, a family campfi re, hiking and Coloradoan) and travel publications (USA Today Go Escape, a scenic rainbow. A variety of