Breckenridge Tourism Office 2018 Annual Report

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GREAT EXPECTATIONS

ANNUAL REPORT 2017

Published by the BTO 07.172018


Report from Chairman of the Board and CEO/President

Breckenridge transcended a somewhat challenging 2017 quite well. Overall key metrics for the Town and for the Breckenridge Tourism Office (BTO) were solid. The BTO goal is to achieve the Town’s revenue goals by filling lodging with destination guests, with a strong focus on spring, summer and fall. We play a supporting role to our partner, the Breckenridge Ski Resort, throughout the winter. Our Town Council showed their confidence in our work and results by granting BTO a 10-year extension on a portion of our funding from the Town (0.5 of 2% of the excise tax) and awarding us full funding for 2018. This enables BTO to move beyond annual planning for tourism marketing and destination management and begin to plan for the long term. A QUICK SNAPSHOT OF KEY RESULTS: •

Overall sales tax was up by 4% with lodging 3% , retail 4.5%, and restaurant 8%. Our key metric, lodging occupancy, held fairly strong in spite of some significant weather challenges, notably the fires in summer, and the warm, dry early start to the winter season. Overall lodging occupancy was down 4% last year at 42.6% per DMX. A 4% increase in inventory with a steady year-over-year Average Daily Rate (ADR) accounted for the increase in lodging tax revenue.

OUR MISSION

Our out-of-state, destination visitors comprised 63% during the winter season, and 64% during the summer season.

Over 300 people trained in our guest service, One Breckenridge program with 39 trainers.

2017 summer/fall NPS scores improved by 13% during challenging employment circumstances.

destination marketing and mangement organization for

Over 1100 local respondents to our Expectations Research project – understanding growth Impacts in our Community.

the Town of Breckenridge. Our Mission is clear: Enhance

Built stronger international market presence for spring, summer, and fall with IPW sponsorship. BTO was invited to

The Breckenridge Tourism Office is the official

the economic vitality of Breckenridge...in support of the

present at Swiss National Tourism Conference in Davos.

Community’s unique character and quality of life.

Refreshed the brand look and feel, and developed a new brand book resource to provide more geo-targeted, personally relevant messaging, and initiated work on an industry leading, mobile-first website. (launched in 2018). Elevated the Destination Management side of our business with a new Director and Welcome Center Manager.

Elevated special events, a key marketing component, with a new Emergency Planning process which includes Homeland Security, and a new sustainability focus for all key community events.

VISION

TOWN OF BRECKENRIDGE VISION

We are fortunate and grateful to have extremely focused and strategic Board of Directors, engaged committee members, as

An internationally recognized, visited mountain destination highly valued for its:

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• Historical authenticity

• Engaged and engaging local community

• Focus on outdoor recreation

• Vibrant arts & culture scene

• Commitment to a sustainable environment

The BTO was recognized as Destination Marketing Organization of the Year (pop 25,000 and under) by Colorado Meetings Magazine, thanks to the great work of our sales team and lodging partners.

well as, our very talented team at the BTO. With the help of over 400 passionate community volunteers, key business partners and sponsors and the solid support of our Town Council, the BTO continues to place Breckenridge in the forefront of our guests’ considerations and expectations. We are honored to be entrusted with the brand stewardship of such a special place.

Richard Sosville, Chairman of the Board

Lucy Kay, CEO/President

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2017 BOARD OF DIRECTORS

2017 BTO MANAGEMENT TEAM

Chairman Richard “Sos” Sosville Retired, CMO, Dow Chemical

Lucy Kay, President/CEO

Vice-Chair Ginny Vietti VP of Marketing, Grand Lodge on Peak 7 Breckenridge Grand Vacations Secretary/Treasurer Cary Cooper Community Volunteer

Bill Wishowski Manging Director of Community Affairs & Services Brett Howard, Director of Marketing

CORE VALUES INTEGRITY: Acting with honesty and trust LEADERSHIP: Model within our community and industry

Donna Horii | Stacy Long, Director of Sales

ACCOUNTABILITY: Own it, elevate it

Sandy Metzger, Director of Events

RESPECT: Earn it, give it

Suzanne Lifgren Director of Community Affairs and Services

COLLABORATION: Communication with guests,

Town Council representative Erin Gigliello Executive Director, The Backstage Theater

Deb Neyland, Executive Assistant

Breckenridge Ski Resort representative Jesse Keaveny Director of Marketing, Breckenridge Ski Resort

Leslie Lockhart, Director of Finance

Travis Beck Director of Environmental Services, SE Group

Austyn Dineen, Director of Public Relations

Jay Beckerman Owner, Blue River Bistro

Steven Stoker | Holly Blando Marketing Digital Manager

Christine Berwyn Marketing Director, Pinnacle Mountain Homes

Joey Reuteman Content Marketing Coordinator

Meg Lass Former President and Owner of Wilson Lass

Stacy Long | Julie Chandler National Sales Manager

Sarah Wetmore, Office Manager/Special Projects

businesses, community, government and each other QUALITY OF LIFE: Maintain a healthy work-life balance and be a steward of the Breckenridge brand and place

Rachel Zerowin, Public Relations Manager

Justin Park, Content Manager

Michael Ellen Neff | Brie Barto Sales / Service Coordinator

BRECKENRIDGE WELCOME CENTER STAFF Lindsey Kummer Donnie Lewis Alyse Cox Dannie York Robert Cusmano

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Sydney Schwab, Special Events Manager Molly Herwehe, Special Events Coordinator Michael Neff Special Events Coordinator/ Permit Administrator Jessie Jones | Tessa Breder Welcome Center Supervisor

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2017 BRECKENRIDGE ANNUAL REPORT PUBLIC RELATIONS EXECUTIVE COMMITTEE

Public Relations continued the strategy of generating media coverage about

Richard Sosville – Chairman

Breckenridge as a year-round destination,

Ginny Vietti – Vice Chair

through initiatives including targeted

Cary Cooper – Secretary/Treasurer

pitching, video distribution, media

Erin Gigliello – Town Council Appointed Member

hosting, message development to key markets. Due to YOY change in circulation numbers, BTO PR has shifted to tracking the quality of the coverage to ensure we are telling the right story at the right time in the right place. The goal was to average a quality score of 60.

Broadening the Breckenridge domestic destination message to aligned need periods • SPRING: Trip Advisor and Austin American Statesman (non-skiing activities), Yahoo! (family travel) • SUMMER: Sunset (4th of July), American Way (full moon rafting)

2017 BTO Board of Directors

• FALL: Country Living Magazine (towns), culinary targeted media FAM • PRE-HOLIDAY / Santa Race: The Weather Channel, FOX News Online

DEPARTMENTS

BUDGET

RESULTS

Continued awareness in targeted international markets: Germany and Mexico Germany Highlights: FUNKE Medien and Sächsische Zeitung in online/print Mexico Highlights: REFORMA, 3-page & 2-page spread (March and April)

$ 2,124,760

PUBLIC RELATIONS

$

385,501

SPECIAL EVENTS

$

1,199,810

SALES/GROUP

$

379,266

BUSINESS SERVICES

$

210,507

WELCOME CENTER

$

346,164

4%

Accommodations Tax* = $3,068,530

3%

AVERAGE STORY CIRCULATION

5,284,375

(163 PIECES OF COVERAGE)

HOSTED

Welcome Center Visits = 406,935

1% 0

+1

MARKETING

Total Sales Tax* = $21,599,742

59

QUALITY SCORE:

Web Traffic = 2,514,725

Occupancy = 42.6% RevPAR = $107.91

13%

93

%

MEDIA

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KEY RESULTS:

RIGHT MESSAGE RIGHT TIME RIGHT PLACE

0 FROM 2

*Addition of Mexico

4% 3.6%

*2017 pre-audit figures

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EXPECTATIONS SURVEY

RIGHT MESSAGE RIGHT CUSTOMER RIGHT TIME.

MARKETING DEVELOPMENT OF BRAND BOOK Refreshed brand look and feel.

1,100+ PARTICIPANTS with RRC Associaties to gauge local satisfaction within the Breckenridge community. The survey was sent to residents, employees, second homeowners and business owners, to better understand community perceptions on a variety of issues including: • SATISFACTION WITH SERVICES AND EXPERIENCES • IN-TOWN CROWDING PERCEPTIONS • PARKING, TRANSPORTATION AND HOUSING

MARKETING COMMITTEE

UNITED BY BRECK CAMPAIGN

Christine Berwin – Chairman | BTO Board Representative

The new display media strategy uses geotargeted

Richard Sosville – BTO Board Representative

messages to three primary personas to make paid

Jesse Keaveny – BTO Board Representative, Breckenridge Ski Resort

the overall impressions and focusing more on

media more efficient and effective. Scaling back quality, targeted, personally relevant ads that

Lisa Cheek – Comcast

will result in higher engagements.

Jessie Unruh – Breckenridge Distillery

C LICK THROUGH

James Lee – Digitiqe Breckenridge

17%

In the fall of 2017 the BTO launched a research project

Jeff Cospolich – Great Western Lodging

PURPOSE:

RATIO

Supports the Breckenridge Tourism Office (BTO) in developing marketing strategies and campaigns that inspire travel to Breckenridge.

SAMPLE: Cheers We Earned It Campaign

SAMPLE: Retired But Not Tired Campaign

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SAMPLE: Family Memory Makers Campaign

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MARKETING

SOCIAL

WEBSITE A NEW MOBILE FIRST WEBSITE TO INSPIRE In 2017 the BTO and Bellweather set upon a creative process to redesign the GoBreck.com website. The goal was to be one of the first travel and tourism websites to showcase video on all devices—including mobile. The creative endeavor utilized focus groups to reimagine a seamless framework to explore and learn about Breckenridge. The historic essence of the town was conveyed through the use of vivid imagery and video alongside dozens of new articles and itineraries.

84.4% NEW VISITOR TO SITE

SESSIONS

914,696

2,514,725

668,215

VIEWS

RETURNING VISITOR

SEARCH ENGINE OPTIMIZATION

SEARCH ENGINE MARKETING

SEO

SEM

A more engaged and active SEO program was launched

The paid search program

in September of 2017. If we compare September of

within Google AdWords was

2017 through December 2017 to the same period in the

overhauled in September of

previous year, sessions from organic were up 27%. On

2017. The keyword list was

average visitors from organic viewed 3.31 pages, an

expanded

increase of 37% during that same period comparison.

potential visitors in the planning stage of their vacation.

ORGANIC

SEARCH

ORGANIC

VIEWED PAGES

UP 27% UP 37% 10

NEW USERS

PAGE

15.6%

(Website launched in April 2018)

to

reach

more

79% INCREASE IN VISITORS THROUGH

PAID SEARCH

The updated campaign targets over 400 keywords and is more seasonally focused. The number of visitors from paid search (September to December 2017 compared to the same period in 2016) increased by 79%. Average time in site increased by 23%. In 2017, search generated 55% of website traffic.

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RIGHT EVENT, RIGHT TIME. RIGHT RESULT.

BRECKENRIDGE EVENTS COMMITTEE Dick Carleton – Chairman Elisabeth Lawrence – Town Council Representative Kim Dykstra – Town of Breckenridge Saam Golgoon – Breckenridge Creative Arts Ken Miller – Breckenridge Creative Arts Lindsey Whitney – Breckenridge Ski Resort Chase Banachowski – Breckenridge Ski Resort Lucy Kay – BTO Sandy Metzger – BTO Sydney Schwab – BTO Michael Neff – BTO Sarah Wetmore – BTO

TRADESHOWS: •

MIC Annual Conference & Tradeshow

CU Anschutz Medical Tradeshow

Plan Your Meetings Tradeshow

Colorado Nonprofit Tradeshow

Destination Colorado Front Range Tradeshow

Four Mile Park at Cherry Creek

Successful sponsorships with:

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Colorado Society For Association Executives

Society of Government Meeting Professionals

Destination Colorado

GROUP SALES

THE BRECKENRIDGE TOURISM OFFICE IS A MEMBER

The BTO produces events to deliver on key marketing

OF THE BRECKENRIDGE EVENTS COMMITTEE.

strategies, primarily media coverage, iconic branding,

THE MISSION OF THE COMMITTEE IS:

revenue drivers and local/guest experience and

Establish a single point of contact for evaluation of

animation. We maintain the community wide events

The BTO Sales department works to market and promote Breckenridge

proposed and existing events in the community of

as a premier meeting, conference, and group travel destination. We

Breckenridge against agreed upon event strategies

actively target groups that meet in the spring, summer, and fall to assist in filling the need periods.

including: driving visitation, media, branding, animation/local community, and revenue.

calendar and deliver BTO produced special events appealing to a diverse audience, targeting need periods and striving to attract business to all parts of town.

SERVICED

PROPOSED

GROUP ATTENDEES

ROOM NIGHTS

BTO Event and Sponsorship Revenue:

CLOSED

BTO Event Driven Media Impressions:

12,108

WEDDINGS:

$511,950

OVER

Sales collaborated with our partners: Beaver Run Resort, Breckenridge Resorts, Breckenridge Ski Resort, Wyndham, The Residence Inn and The Lodge at Breckenridge to have representation in 2017 at the following tradeshows.

IN LODGING REVENUE

52,604 15,809 ROOM NIGHTS

BTO EVENTS BY THE NUMBERS:

108,564,984

(Average circulation of 5,284,375 per article) With shifting circulation YOY numbers, BTO measuring via. QS Quality Score of 59.14 (Destination Quality Score of 60) (right message, right place, right time)

BTO Estimated Attendees

EXCEEDED BOTH THE NUMBER OF “NEW LEADS GENERATED” AND “CLOSED LEADS” GOALS

$549,570

152,000

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LIGHTING OF BRECKENRIDGE/RACE OF THE SANTAS The first weekend in December began Breckenridge’s annual transformation into a sparkling holiday scene. Hundreds of jolly look-alikes raced and watched as Santa used his magic to light up the town for the season.

700+

46,000

IN ATTENDANCE

OKTOBERFEST

Event Revenue: $442,560

Oktoberfest Sponsorship: $67,350

Estimated Attendance: 46,000

352 Media Volunteers totaling 1399.5 volunteer hours

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Signature Sponsors: Paulaner, Breckenridge Brewery, Republic National Distributing, Colorado Lottery, Breckenridge Grand Vacations and Renewal by Anderson

Pre-Sales up 20%

Brewmaster Dinner at Ten Mile Station – SOLD OUT

MEDIA Circulation: 11,560,650 MEDIA Quality Score: 65

INTERNATIONAL SNOW SCULPTURE CHAMPIONSHIPS PRESENTED BY YOUR HOMETOWN TOYOTA STORES

65,523

9,000

E S T I M AT E D

IN ATTENDANCE

WEBSITE VISITS

Decorated snow artists from across the globe united in our mountain town to transform 20-ton blocks of snow into a captivating outdoor art gallery.

Breckenridge’s Main Street converted to a mini-Munich to host the 23rd annual event.

• •

• • •

700+ costumed Santas raced down Main Street to kick off the holiday season Entry fees of $9,000 were donated to local Boy Scout Troop #187

BRECKENRIDGE BIKE WEEK

The partnership with the national obstacle race not only brought athletes to town but aligned with our marketing efforts to fill a need period.

SANTAS

E S T I M AT E D

SPARTAN RACE

Top 10 Facebook posts Generated 150,000+ views Over 2,700 shares Special Event Shuttle transported over 4,500 guests on Saturday and Sunday

200+ Dogs participated in the Bernese Mountain Dog Parade – All dogs welcome

MEDIA Circulation: 20,066,062 MEDIA Quality Score: 50

85 volunteers with 412 volunteer hours

MEDIA Circulation: 36,447,492 MEDIA Quality Score: 68

5DAYS 1,234 PEOPLE OF FUN 420 SKIS RECORD BREAKING

ULLR FEST Breckenridge’s iconic brand event is a week long celebration of the Norse god of snow. Events included: King and Queen Coronation, Parade, Bonfire, and Comedy Show.

16 Teams from 12 countries competed in 2017 Most trafficked page on gobreck.com, with 65,523 unique visitors and an average of over 4 minutes, 13 seconds “time-on-page.”

Bike Week was packed with the community’s favorite cycling activities – mountain and road demos, skills clinics, and guided tours to further establish Breckenridge as a cycling destination.

Ullr Ice Plunge, 200 Ullr believers plunged into the Maggie Pond. Event was a fundraiser for Summit Dive and Rescue

Shot Ski Statistics: 1,234 people 1,997 feet 420 skis Broke Park City’s shot ski record

Hosted 3 races – Sprint, Beast and Ultra Beast

Collaborative event between the Town, Ski Area, and BTO

Event hosted in August

9,000 estimated attendance

Competitors stayed for an average of 3 nights

NEW Family Snow Day at Carter Park

MEDIA Circulation: 2,365,753

Red Bull activation at Bonfire and Ullr Ice Plunge

MEDIA Circulation: 3,535,258 MEDIA Quality Score: 76

Hosted Bike to Work Day with breakfast in the Blue River Plaza

Distributed over 2500 pieces of Breckenridge Bike Week branded merchandise

MEDIA Circulation: 3,342,263 MEDIA Quality Score: 75

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COMMUNITY AFFAIRS AND SERVICES

4.5

WELCOME CENTER

Kathy Christina – Chairman, Breckenridge Real Estate

One Breckenridge: Trained 39 Guest Service Influencers Recognized 300 individuals as Service Champions

Erin Gigliello – Town Council, BTO Board Representative

The Welcome Center

Travis Beck – BTO Board Representative, SE Group

provides exceptional

Bruce Horii – Beaver Run Resort

guest service to our

Steve Lapinsohn – Breckenridge Ski Enterprises

visitors and locals

Corry Mihm – Project Works

through thoughtful recommendations and information about the Breckenridge experience.

191 employees experienced 30 businesses during the first Breck 101

67% OF WELCOME CENTER GUESTS VISIT IN THE SPRING, SUMMER AND FALL.

STARS REVIEW

AVERAGE OF GOOGLE, YELP, AND TRIP ADVISOR

TRIPLED BOOKINGS

FOR OVER 20

DIFFERENT ACTIVITIES

406,935

G U E ST S INTERACTIONS WITH GUESTS 2017 COMMUNITY AFFAIRS AND SERVICES IS DESIGNED TO DEVELOP STRATEGIES OF COMMUNICATION, EDUCATION AND EVENTS TO PROVIDE THE BEST GUEST EXPERIENCE. IN 2017, THE DEPARTMENT LAUNCHED A NEW PRODUCT KNOWLEDGE PROGRAM, BRECK 101, AND INCREASED PARTICIPATION IN THE GUEST SERVICE PROGRAM ONE BRECKENRIDGE, AND SUBSCRIPTIONS TO OUR RESEARCH AND ANALYSIS.

2,489 62% INTERCEPT

WINTER GUEST

SURVEYS

2,219

SUMMER POST-TRIP

LODGING

SURVEYS 16

OF SHORT-TERM

RENTAL PROPERTIES PARTICIPATE IN THE

OCCUPANCY FORECAST

RESEARCH AND FACT-BASED INFORMATION The BTO conducts research to better determine when guests are coming, what they are looking for and how their experience lined up with their expectations. The research is used to identify trends and implement strategies for improving the guest experience and likelihood to return. The BTO supports our Town services, emergency services, businesses and lodgers, through frequent analysis of the research to support planning, staff and budgeting predictions. Our occupancy research represents 23 diverse properties improving the accuracy of the information.

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FINANCE COMMITTEE Cary Cooper – Chairman Jay Beckerman – BTO Board Representative, Blue River Bistro Lisa Gamber – Summit Smart Books Lucy Kay – BTO CEO/President Leslie Lockhart – BTO Director of Finance

PURPOSE: The Finance Committee provides financial oversight for BTO. This includes financial reporting, planning, and monitoring of internal controls and accountability policies. Although the Board of Directors carries fiduciary responsibility for BTO, the Finance Committee serves the leadership role in this area.

Sarah Wetmore – BTO

2017 BUDGETED EXPENSES

2017 BUDGETED REVENUE

TOTAL BUDGETED EXPENSE $5,144,565 TOTAL BUDGETED REVENUE $5,144,565

2017 ACTUAL EXPENSES

2017 ACTUAL REVENUE

TOTAL ACTUAL REVENUE $5,044,545

TOTAL ACTUAL EXPENSES $4,934,951

*pre audit financial

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THANK YOU

FRIENDS ALONG THE WAY THANK YOU TO ALL OUR PARTNERS AND VOLUNTEERS The continued success of Breckenridge as an internationally recognized mountain destination, is derived from our collaborative partnerships with the Town, the Resort, 2,887 business license holders, non-profit partners, and the entire Breckenridge community. Together, we embrace our lifestyle and environment to showcase the best of Breckenridge. Thanks to the nearly 400 volunteers and committee members for their commitment, time and continual support of Breckenridge as a welcoming community and world-class destination. United, we build memories for a lifetime.

gobreck.com


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