Estes Park’s Tourism Development Marketing

Program

1. Structure:

Estes Park’s primary industry is tourism. To expand and develop its competitive position in the marketplace, the Town of Estes Park funds a marketing program administered by Peter Marsh, Communications Director, who reports directly to the Tom Pickering, Executive Director of the Convention & Visitors Bureau.

The Communications Director takes direction from the Marketing Policy Committee, a volunteer group. The Committee includes Jeff Barker, past Trustee of the Town of Estes Park and owner of Trails West on Fall River; Rob Pieper, owner Poppy's Restaurant and Moma Rose's; Cory Blackman, Manager of Best Western Silver Saddle; Kyle Patterson, Public Information Officer, Rocky Mountain National Park; Jerry Miller, Trustee, Town of Estes Park, plus CVB staff members, Tom Pickering, Suzy Blackhurst, Communications Officer, Julie Nikolai, Group Sales and Conference Services and Peter Marsh.

The Marketing Department, made up of Peter Marsh and Suzy Blackhurst, joined the Special Events, Conference Services and Sales departments and the new Visitors Services department in 2004 to form the Town's new Convention & Visitors Bureau which operates the new Visitors Center at 500 Big Thompson Avenue. Visit the CVB at www.estesparkcvb.com

2. 360 Degree Marketing: A CVB Communications Planning Tool for the future.

In the simplest terms, 360 degree marketing is an attempt to communicate with our customer using as many appropriate platforms as possible within a given budget. The planning tool describes and connects the platforms, products and audiences.

Primary Market
Age:                                     45-54
Traveling Family Status:   Married, no children at home or leave children at home
Income:                                $50,000-$100,000
Education:                           College Graduate
Residence:                          Colorado, Texas & Midwest (Illinois, Missouri, Nebraska, Kansas)
What They Enjoy:                Outdoors and non-amusement activity in the mountain setting (wildlife,
                                             hiking, walks, relaxation)

Secondary Market
Age:                                    35-44 or 54-64
Traveling Family Status:   Travel with children
Income:                               Above $75,000
Education:                          College Graduate
Residence:                         Iowa, California, Minnesota, Florida, Wisconsin, Arizona
What They Enjoy:               Outdoors and non-amusement activity in the mountain setting (wildlife,
                                             hiking, walks, relaxation)

Colorado Market
Age:                                    25-44
Family Status:                    Married, No children
Income:                               $77,800 (average Denver resident)
Education:                          College Graduate
What They Enjoy:               Outdoors: Snow Ski, Camp/Hike, RV
What They Buy                   Big Ticket Household items (furniture, building supplies, electronics, appliances)                                             outdoor gear, jewelry

Note: Primary and Secondary Market demographics extracted from 2006 Intercept Survey; Colorado Market statistics from the Denver Newspaper Agency 2005 Scarborough Report

Average Length of Stay:                     6.2 nights
First-Time Visit Length of Stay          3.9 nights
Repeat Visitor Length of Stay:           7.3 nights

Platform	Product	Description	Target Audience	Marketing Opportunities	% 2007 Media Budget	% 2008 Media Budget
Print	Denver Post Rocky Mountain News	Post Travel Section Post/News Regular Sections	Colorado Market	Events, Outdoor Activities, Shopping	18	14
	National Magazines: 4-AAA pubs, Better Homes & Gardens, Sunset, Southern Living, Reader’s Digest, National Geo Traveler, National Geo Adventure, Budget Travel, Gourmet, More, Midwest Living, Texas Monthly USA Weekend, Pre-Print	Consumer Publications that have a strong history of vacationing readership that meet demographics of Estes Park’s key audiences	Primary Market Secondary Market Colorado Overnight Visitor	Position Estes Park & RMNP as a must-see, must-do destination location	34.8	31.8
	State Vacation Guide	A Primary Consumer Guide to Colorado Vacations	Primary Market Secondary Market Colorado Overnight Visitor	Position Estes Park & RMNP as a must-see, must-do destination location	3	3
	Newspaper Insert	Quarterly compendium of Estes Park Events & Activities	Northern Colorado Front Market for Day and Overnight Visitors	Position Estes Park as a must-see, must-do location for events, shopping and outdoor recreation opportunities	6	6
	Events Calendars	Select Colorado-based print calendars	Colorado Day and Overnight Visitor	Events promotion	0.2	0.2
					62.0	55.0

Platform	Product	Description	Target Audience	Marketing Opportunities	% 2007 Media Budget	% 2008 Media Budget
Online	Google Pay Per Click Yahoo Pay Per Click	Key Word Searches Ad Placement on Google and Yahoo selected Ad sites	Primary Market Secondary Market Colorado Overnight Visitor	Position Estes Park & RMNP as a must-see, must-do destination location Destination advertising EstesParkCVB exposure	6.86	6.86
	Colorado.com	Consumer Guide to Colorado Vacations using buttons, tiles and other digital tools.	Primary Market Secondary Market Colorado Overnight Visitor	Position Estes Park & RMNP as a must-see, must-do destination location EstesParkCVB exposure Events promotion	0.31	1.64
	CVB Website	Comprehensive Sales Tool for EP Vacations	Primary Market Secondary Market Colorado Overnight Visitor Colorado Day Visitor	Position Estes Park & RMNP as a must-see, must-do destination location Events promotion	2.12	3.51
	Denver News Agency, Ch 4, Ch 9 websites	On-line Events advertising On line “display” ads	Colorado Day Visitor	Event-specific promotion	1.76	4.97
	Events Calendars	Colorado-based (radio, TV, on-line magazine) calendars	Colorado Day and Overnight Visitor	Events promotion	Inc. in PR	Inc. in PR
	National Magazines	On Line Listings	Primary Market Secondary Market Colorado Overnight Visitor Colorado Day Visitor	National publications provide on-line presence for Estes Park based on advertising buys	Inc. in Magazines	Incl. in Magazines
Direct Marketing	On-Line Newsletter	E-mail database	Primary Market Secondary Market Colorado Overnight Visitor Colorado Day Visitor	Position Estes Park & RMNP as a must-see, must-do destination location Promote repeat visitation	0	2.48
					19%+	26%+

Platform	Product	Description	Target Audience	Marketing Opportunities	% 2007 Media Budget	% 2008 Media Budget
Television	Channel 4 KCNC Channel 9 KUSA	30-Second Television Commercials	Colorado Overnight Visitor Colorado Day Visitor	Position Estes Park & RMNP as a must-see, must-do destination location	13	13
Radio	Select Denver area and northeastern Colorado radio stations	30 and 60-second spots	Colorado Day Visitor Colorado Overnight Visitor	Specific Event promotion	4	4
Public Relations	Colorado-based print publications	Editorial stories Event Listings	Colorado Day Visitor Colorado Overnight Visitor	Position Estes Park & RMNP as a must-see, must-do destination location Events Promotion	2	PR 2
	Colorado-based on-line platforms	Event Listings	Colorado Day Visitor Colorado Overnight Visitor	Position Estes Park & RMNP as a must-see, must-do destination location Events Promotion
	National on-line platforms	Editorial Stories Event Listings		Position Estes Park & RMNP as a must-see, must-do destination location Events Promotion
					19	19

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Estes Park’s Tourism Development Marketing Program

Estes Park’s Tourism Development Marketing

Program