Page 1

2014 Strategic Marketing Plan

2014 Strategic Marketing Plan page 1


Contents 2. Contents 3. Mission of FCVB 4. Vision Statement 5. Long-term Strategic Priorities 6. Brand Pillars 7. Organizational Chart 8. 2013 FCVB Board of Directors 9. Media Accolades 10. Departmental Narratives • Administration • Advertising and Public Relations • Tourism • Meetings and Conventions • Visitor Services and Membership/Business Alliances 11. Department Marketing Calendars • Administration • Advertising & Public Relations • Tourism • Meetings and Conventions • Visitor Services & Membership/Business Alliances

pp. 2-3 p. 4 p. 5 p. 6 pp. 7-9 p. 10 p. 11 p. 12 pp. pp. pp. pp. pp. p. p. p. p. p.

14-27 28-42 43-62 63-73 74-84

85 86 87 88 89

2014 Strategic Marketing Plan page 2


Contents 12. Budget Overview • 2014 Projected Revenue Budget • Revenue Comparison • Actual Bed Tax Revenue & Allocation • 2014 Budget Reserve Designation • 2014 Projected Expense Budget • Expense Comparison 13. 2014 Department Budgets • Administration • Advertising & PR • Tourism • Meetings & Conventions • Visitor Services & Membership 14. 2014 Budget Revenue/Expenses • Revenue Summary • Expense Summary • Expense Budget

p. 90 p. 91 pp. 92-95 p. 96 p. 97 p. 98 pp. pp. pp. pp. pp.

100-102 103-105 106-108 109-111 112-117

p. 118 p. 119 p. 120

2014 Strategic Marketing Plan page 3


Mission Statement

The mission of the is to be an economic driver in the Fairbanks region by marketing to potential visitors and optimizing the visitor experience.

2014 Strategic Marketing Plan page 4


Vision Statement

We sell Fairbanks! In building a marketing machine that maximizes exposure of Fairbanks in existing markets and cultivates new markets, the FCVB is the number-one resource of visitor information for our destination. We bring people to Fairbanks with effective marketing based on reliable research data. We expand our marketing effectiveness and ensure the quality of our visitors’ experience by cooperating with the state, other convention and visitors bureaus and non-traditional partners. Because we simultaneously enjoy and enhance our natural resources, our destination provides authentic Alaska for everyone. In our vibrant community, we encourage new destination features and envision a convention center that is fully utilized year round. Our neighbors and community leaders value a thriving visitor industry and provide broad-based, consistent and reliable financial support. The quality of the services provided by the bureau is second to none. Located in a world-class visitor center, we enjoy long-term commitments from staff and members who are very active in our operations. As a result of our strategic focus and hard work, Fairbanks is widely recognized by travelers as the ultimate Alaskan experience and the destination that most characterizes Alaska. Everybody who travels to Alaska believes they must visit us, and because there are two Fairbanks, midnight sun and northern lights, everybody wants to see us at least twice. Since we serve as a base destination for an Alaska visit, we attract increasing numbers of visitors to Fairbanks all year round. Therefore, our members enjoy consistently high levels of occupancy and we measurably contribute to the economic prosperity of our community.

2014 Strategic Marketing Plan page 5


Long-term Strategic Priorities

Establish a strong brand identity for the Fairbanks region. Focus marketing efforts on markets defined by Alaska tourism as well as opportunity markets specific to the Fairbanks region. Focus efforts on stimulating year round visitor spending. Provide leadership and serve as a catalyst for strategic product development and infrastructure improvement. Advocate on behalf of the travel industry for the benefit of the Fairbanks region.

2014 Strategic Marketing Plan page 6


Brand Pillars

Light - Energy - Warmth After an extensive branding research project, a collaborative community discussion yielded the themes of light, energy and warmth. These three concepts combine to mitigate repetitive misperceptions about the area’s climate and daylight. “…The Place Where You Go to Listen [at the University of Alaska Museum of the North] is a unique sound and light environment created by John Luther Adams. It is an ever-changing musical ecosystem giving voice to the rhythms of daylight and darkness, the phases of the moon, the seismic vibrations of the earth and the dance of the aurora borealis.” – Rita Cook, Focus Daily News (DeSoto, Texas), January 27, 2013

Northern Lights, Midnight Sun Two hallmarks – summer’s midnight sun and the aurora borealis – herald Fairbanks’ location on the globe at the 64th parallel of latitude. “Fairbanks attracts a lot of tourists in the summer and fall for good reason. There is a lot to do and see in the city and surrounding area.” – Gary Moore, Caledonian (VT), February 26, 2012 “Trek to the far north …to see the Northern Lights. Fairbanks serves as the perfect viewing platform for one of the seven wonders of the natural world.” – Chris Gray Faust, Go Escape/USA Today, Winter 2013

Authentic Alaskan Experience Who gets bragging rights for Alaska’s most “authentic” experience? Destinations throughout Alaska claim it. But Fairbanks with its isolated location but proximity to remote villages offers the “last frontier” feel that’s hard to come by. “I’d come seeking a sliver of peace, but I was curious about the beauty of the interior. What I found surprised me. After three trips to Alaska, I realized that I’d never truly understood the spirit of the state until I visited its remote reaches last winter, alone.” – Kate Siber, The Washington Post, February 21, 2013

2014 Strategic Marketing Plan page 7


Brand Pillars

Winter is the Opportunity Season “Winter” is redefined in Fairbanks to expand to a seven-month season from October through April. Conforming to industry terms as “off” or “shoulder” season fails to define the robust winter product awaiting discovery. The “opportunity season” captures the marketing potential of this season.

“The sensation of seeing Arctic skies crackle with smoky blues, greens and reds has long drawn off-season travelers way north.” – Robert Reid, Lonely Planet, December 5, 2012

Culture, Arts & Events

Explore Fairbanks Alaska What’s your explore!

The artistic spirit of the residents is expressed in all forms of performing and fine arts. And the energy of Fairbanks, North Pole and surrounding region is further manifested in the production of sporting and special events year round - often through a labor of love by cadres of volunteers. Alaska Native artists contribute immensely to the fabric of the region’s cultural depth.

In 2014, the Fairbanks Convention & Visitors Bureau will make the transition to doing business as “Explore Fairbanks.” This new name promises to invigorate marketers with the challenge to have fun exploring variations on the word “explore.”

“Fairbanks, the Golden Heart City, is the vibrant hub of culture and recreation in Alaska’s Interior.” - Eric Lucas, Alaska Airlines Magazine, October 2012

“I’ve been in Alaska now less than a week, but it has already changed me for an eternity. I can’t imagine what the next week will bring.” – Brett Prettyman, The Salt Lake Tribune, September 5, 2012

2014 Strategic Marketing Plan page 8


Brand Pillars

Gateway to Denali, Alaska’s Interior and Arctic Fairbanks is surrounded by wilderness, just more than two hours from Denali National Park , a leaping off point by air and road to the Arctic Circle, access to villages and towns in the Arctic and far north. The hub-andspoke positioning of Fairbanks is a win-win for the destination and neighboring communities.

“My first impression of Fairbanks was that my big city ears did not have to contend with all of the din of a major metropolis and, in its absence, I could hear all kinds of other things in the sounds of nature: rushing water, wind passing through leaves, bird calls…” – Fred Plotkin, WQXR, New York, NY, July 2012

Golden Heart City Hospitality Fairbanks is known throughout the state and beyond as Alaska’s “Golden Heart City.” The triple meaning refers to its gold rush history, location in the center or “heart” of Alaska, and more importantly, to the friendliness of its inhabitants. Hospitality programs, such as the Golden Heart Greeter volunteers and the Golden Heart Meeting Ambassadors, capitalize on this golden reputation. “To get a sense of Fairbanks during the gold rush, it’s worth a visit to 44-acre Pioneer Park located next to the Chena River.” – Lisa Densmore, Trailer Life, February 2013 “Your tour of Fairbanks may leave you drunk and with fully frozen toes, but this city’s Golden Heart will warm yours with its sophisticated yet rough-and-tumble attitude. You betcha!” – Ann Kristoff, Bust (NY, NY), February 2012

Aurora Season

The “Aurora Season” from August 21 through April 21 in the Fairbanks region. Fairbanks’ position under the “Auroral Oval”—a ring-shaped region around the North Pole—makes it one of the best places in the world to see the aurora borealis. This location offers a great balance of clear nights, occurrence frequency and activity that draws people from all over the globe.

“Fairbanks, the largest city in Alaska’s interior, is well-suited for aurora tourism…” – Josh Berlinger, Associated Press, February 21, 2013

2014 Strategic Marketing Plan page 9


FCVB Process

2014 Strategic Marketing Plan page 10


2014 Strategic Marketing Plan page 11


Media Accolades

Fairbanks named in three Top 10 lists in 2013

Fairbanks has been named the #2 of the top ten destinations to visit in the United States in 2013 by Lonely Planet, the leading travel guidebook publisher and website.

Chena Hot Springs Resort together with the Chena River State Recreation Area has been selected as one of the Ten Best 2013 Winter Trips worldwide by National Geographic.

Los Angeles Times columnist, Christopher Reynolds, cited Fairbanks as one of the top 10 places he would like to visit worldwide in 2013.

2014 Strategic Marketing Plan page 12


FCVB Departments

Advertising and Public Relations

Tourism

Administration

Meetings and Conventions

Visitor Services and Membership

2014 Strategic Marketing Plan page 13


Administration Department

2014 Strategic Marketing Plan page 14


Administration Department

• Deb Hickok, President and CEO Advertising and Public Relations

Tourism

Administration

Visitor Services and Membership

• Dawn Murphy, Director of Finance & Administration

Meetings and Conventions

• Michelle Middleton, Finance & Administrative Coordinator • Ashley Ritenour, Executive & Tourism Coordinator

2014 Strategic Marketing Plan page 15


Key Stakeholders and Business Partners

Local

State

• Visitor Industry Businesses • Elected Officials • Local Businesses / Organizations • General Public

• Visitor Industry Businesses • Alaska Travel Industry Association • State of Alaska • Travel-Related Associations

National/ International • Travel Media • Airlines • National Parks and other travel–related agencies • Travel Associations

ATIA Winter Tourism Summit October 2013

2014 Strategic Marketing Plan page 16


Long-term Strategic Priorities

Administration Marketing Platform

 Establish a strong brand identity for the

Initiate strategies to surpass state-of-the-art destination marketing practices and ensure consistent standards

 Focus marketing efforts on markets defined by Alaska tourism as well as opportunity markets specific to the Fairbanks region.

Pro-actively participate in trade shows and conferences for international and domestic travel media

 Focus efforts on stimulating year round visitor spending.

• • •

Work to improve air and rail access Develop five-year winter tourism strategy Motivate employees to contribute one’s talents and energies to the hospitality environment, while stimulating local economic development and growth

 Provide leadership and serve as a catalyst for strategic product development and infrastructure improvement.

Pursue the feasibility of a convention and/or performing arts center Solidify existing and expand community wayfinding signage program Establish recycling program as a legacy of the Arctic Winter Games

Fairbanks region.

• •

 Advocate on behalf of the travel industry for the benefit of the Fairbanks region.

• •

Play a pro-active role in FCVB and ATIA respective public policy committees Maintain sound business practices assuring all aspects of financial reporting and accountability, provide support services to other departments

2014 Strategic Marketing Plan page 17


Communication Tools

Annual Audit Annual Report

Strategic Plan & Budget

President & CEO Reports

2014 Strategic Marketing Plan page 18


Tactic: Marketing efforts specific to media relations and bureauwide projects

Trade

Destination Video

Media Relations

• Host the Alaska Travel Industry Association annual convention here in Fairbanks

• Work with marketing team and outside contractor to produce a new three- to four-minute destination video • Attend Society of American Travel Writers conferences • Research and possibly attend North American Travel journalists • Participate in IPW Media Day 2014 Strategic Marketing Plan page 19


Tactic: Infrastructure development designed to increase tourism and better the local community

Air

• Work with the Fairbanks International Airport to secure new low-cost domestic carrier • Work with Tourism Department to maintain and expand existing service

Rail

• Work with the Alaska Railroad to expand winter service for daytrip options as well as scheduled service

2014 Strategic Marketing Plan page 20


Tactic: Infrastructure development designed to increase tourism and better the local community

Road/ Wayfinding Signage

Road/ Denali National Park and Preserve

• Work with FMATS and the City of Fairbanks to implement downtown system • With City and DOT, look for opportunities to expand to communitywide system

• Support and work to ensure the success of the winter plowing of the Park Road to mile 12

2014 Strategic Marketing Plan page 21


Tactic: Infrastructure development designed to increase tourism and better the local community

Convention and/or Performing Arts Center

Winter Tourism

• Evaluate incremental demand study • Pursue further research if necessary • On-going dialogue with key stakeholders • Dovetail efforts with Fairbanks Arts Association

• Combining results from 2013 Winter Tourism Summits and on-going dialogue with key stakeholders, develop five-year strategic plan for winter infrastructure and marketing

2014 Strategic Marketing Plan page 22


Tactic: Infrastructure development designed to increase tourism and better the local community

Recycling Initiative

• Coordinate Environmental Committee of the Arctic Winter Games • Work to ensure a legacy recycling program with orchestrated recycling bins in public spaces

Morris Thompson Cultural and Visitors Center

• Complete three Gateway videos by summer • Work with MTCVC partners to ensure a seamless visitor experience within the building

2014 Strategic Marketing Plan page 23


Tactic: Address public policy issues that affect tourism development

FCVB

• Coordinate Public Policy Advisory Committee to identify, research and make recommendations to Board of Directors • Coordinate efforts with local officials and state legislators

State

• Continue to lead the Tourism Policy and Planning Committee to identify, research and make recommendations to Board of Directors • Work to achieve a sustainable funding model and funding for Alaska tourism marketing • Continue working for success of Adventure Green Alaska

National

• Work on national issues as appropriate

2014 Strategic Marketing Plan page 24


Tactic: Provide a working atmosphere that motivates employees to promote and deliver exceptional and quality customer service to visitors, clients and key stakeholders

Human Resources

• Ensure recruitment and selection of a high quality diverse workforce for FCVB • Work with management to provide training and tools so staff has the necessary knowledge, skills and is continuously being developed for performance excellence in their current and future roles • Provide a work environment that inspires employees through recognition and open communication • Maintain competitive compensation, employee benefits and policies that ensure a positive working environment

2014 Strategic Marketing Plan page 25


Tactic: Assure “best practices” for the FCVB as a professional association in the destination marketing arena

Finance

• Administer all accounting functions to assure proper control and recording of financial transactions, conduct annual audit with outside auditor • Coordinate the annual budget process, review monthly with management and Board of Directors to ensure resources are invested carefully and efficiently with an emphasis on programs that directly impact hotel occupancy

Administration

• Coordinate accreditation through Destination Marketing Association International, an independent body defining quality and performance issues in destination marketing and recognizing DMOs that meet or exceed industry standards 2014 Strategic Marketing Plan page 26


Tactic: Assure “best practices” for the FCVB as a professional association in the destination marketing arena

Elect to do business under an alternative name

• Work with FCVB Board and marketing team to do business under the name of Explore Fairbanks • Plan and implement transition

2014 Strategic Marketing Plan page 27


Advertising and Public Relations Department

2014 Strategic Marketing Plan page 28


Advertising and Public Relations Department

• Kasey Gillam, Advertising & Marketing Associate

Advertising and Public Relations

Tourism

Administration

Visitor Services and Membership

• Amy Geiger, Director of Communications

Meetings and Conventions

• Sherman Hogue, Internet Marketing Associate • Angie Cerny, Branding & Production Coordinator • Heather Fries, Public Relations Manager 2014 Strategic Marketing Plan page 29


Target Markets: International Advertising

Core • Japan • German Speaking Europe • Northern Europe • United Kingdom • Australia/New Zealand

Growth • South Korea • Taiwan • Canada

Emerging • Latin America • Mainland China

2014 Strategic Marketing Plan page 30


Target Markets: Domestic Advertising

Core • Pacific Northwest • Seattle • Northern California

Growth • Minneapolis • Denver

Emerging • Portland • Chicago

2014 Strategic Marketing Plan page 31


Target Markets: Consumer Interest

Core • Aurora Borealis • Nature • Adventure

Growth • Native Culture • Arts and Entertainment • Dog Mushing • Ice Art

Emerging • Food

2014 Strategic Marketing Plan page 32


Communication Tools

Fairbanks Visitors Guide

YouTube

Fairbanks Winter Guide

Website

Twitter

Facebook

Advertising

2014 Strategic Marketing Plan page 33


Long-term Strategic Priorities

Advertising and Public Relations Marketing Platform

 Establish a strong brand identity for the

• Maximize messaging to consumer markets and support direct flights

 Focus marketing efforts on markets defined by Alaska tourism as well as opportunity markets specific to the Fairbanks region.

• Review, update and incorporate new imagery and content in our

Focus efforts on stimulating year round visitor spending.

• Execute an overall Internet/social media policy, recognizing both existing and emerging Internet applications and social media • Conduct integrated marketing campaigns focused on winter/spring activities and events

Fairbanks region.

 Provide leadership and serve as a catalyst for strategic product development and infrastructure improvement.

 Advocate on behalf of the travel industry for the benefit of the Fairbanks region.

through media, advertising placement, direct marketing, online messages and other tools

major publications, advertising and website utilizing current travel trends and new design elements • Conduct media tours in conjunction with statewide tourism, through our GSE representative as well as for independent journalists

• Research and develop a strategic plan to facilitate filming in Fairbanks, the Interior and the Arctic

• Strategically advertise to maximize visitation to the Morris Thompson Cultural and Visitors Center (MTCVC) as a first stop for visitor information • Increase community and statewide awareness of the Fairbanks Convention & Visitors Bureau (FCVB)

2014 Strategic Marketing Plan page 34


Tactic: Maximize messaging to consumer markets and support direct flights through media, advertising placement, direct marketing, online messages and other tools

• Develop new web-based placements especially in conjunction with print and media placements such as National Geographic Traveler and Discovery Channel. • Focus on visitors with access to direct flights to Fairbanks. • Increase external communications via targeted press releases and other correspondence. • Work with marketing team and outside contractor to produce a new three- to four-minute destination video

Fairbanks International Airport

2014 Strategic Marketing Plan page 35


Tactic: Review, update and incorporate new imagery and content in our major publications, advertising and website utilizing current travel trends and new design elements.

• Review research from state, national and international sources. • Integrate new design ideas, content and photographs in all FCVB marketing efforts. • Implement suggested changes from Visitors Guide Survey.

Todd Paris

Reinhard Neuhauser Patrick Endres (left) 2014 Strategic Marketing Plan page 36


Tactic: Conduct media tours in conjunction with statewide tourism, through our GSE representative as well as for independent journalists.

• Identify and invite appropriate media to cover Alaska. • Create excellent itineraries in conjunction with DCCED, GSE contractor and for those that solicit the FCVB directly. • Utilize Simpleview database to create an inhouse maintained media database in order to consistently communicate to statewide, national and international media. • Monitor activities and editorial calendars of certain media in order to promote Fairbanks more effectively.

Michelle Newman media tour

Alaska Airlines Magazine article by Eric Lucas 2014 Strategic Marketing Plan page 37


Tactic: Execute an overall Internet/social media policy, recognizing both existing and emerging Internet applications and social media.

• Maximize content on explorefairbanks.com. • Establish links from partner websites to explorefairbanks.com. • Streamline navigation on homepage. • Increase use of social media and new web technology.

2014 Strategic Marketing Plan page 38


Tactic: Conduct integrated marketing campaigns focused on winter/spring activities and events.

• Create, plan and implement an integrated marketing campaign via Facebook. • Review, refine and conduct our second integrated media tour/campaign: Aurora, Ice Art and Adventure.

2014 Strategic Marketing Plan page 39


Tactic: Research and develop a strategic plan to facilitate filming in Fairbanks, the Interior and the Arctic.

• Continue to review local, state and national research. • Join, attend and have a leadership role in the local film group. • Work with the statewide office to guide strategic plan initiatives. • Create a strategic plan.

2014 Strategic Marketing Plan page 40


Tactic: Strategically advertise to maximize visitation to the Morris Thompson Cultural and Visitors Center (MTCVC) as a first stop for visitor information.

• Reach independent travelers through travel companion guidebooks and trip planning websites/publications that are distributed in key entry points and high-volume traffic areas in state- specifically targeting highway advertising. • Work with publications and websites to optimize copy points.

2014 Strategic Marketing Plan page 41


Tactic: Increase community and statewide awareness of the Fairbanks Convention & Visitors Bureau.

• Conduct crisis communication drills with FCVB staff. • Promote and maximize the effectiveness and attendance of the Interior Tourism Conference. • Develop updated informational notebooks. • Work with other CVBs from around the state.

2014 Strategic Marketing Plan page 42


Tourism Department

2014 Strategic Marketing Plan page 43


Tourism Department

• Greg Allison, Director of Tourism

Advertising and Public Relations

Tourism

Administration

• Ed Malen, Tourism Sales Manager

Meetings and Conventions

• Ashley Ritenour, Executive & Tourism Coordinator

Visitor Services and Membership

2014 Strategic Marketing Plan page 44


Target Markets: International

Core • Japan • German Speaking Europe • Northern Europe • United Kingdom • Australia/New Zealand

Growth • South Korea • Taiwan • Canada

Emerging • Latin America • Mainland China • Russia • India

ATIA Japan FAM Feb 2013

State of AK Australian Workshops 2012

2014 Strategic Marketing Plan page 45


Target Markets: Domestic

Core • Denver • Chicago • Seattle • Los Angeles

Growth • Minneapolis • East Coast

Emerging • Portland

FCVB attending Chicago Travel & Adventure Expo Feb 2013

2014 Strategic Marketing Plan page 46


Communication Tools

Tourism’s primary responsibilities for these communications include:

Group Tour Manual

Japanese Lure Piece

German Lure Piece

Foreign language websites for Germany, Japan, Korea and China.

2014 Strategic Marketing Plan page 47


Long-term Strategic Priorities  Establish a strong brand identity for the

Fairbanks region.

 Focus marketing efforts on markets defined by Alaska tourism as well as opportunity markets specific to the Fairbanks region.  Focus efforts on stimulating year round visitor spending.

Tourism Marketing Platform • • •

Promote Gulf of Alaska cruise land tours Pursue Latin America as an emerging market Pursue Russia, India and Canada as emerging markets

• •

Utilize Simpleview database Meet our goals and tactics in Northern and German Speaking Europe by working with our European Contractor to prioritize our marketing activities accordingly Increase Fairbanks exposure to Australia and New Zealand

• •

 Provide leadership and serve as a catalyst for strategic product development and infrastructure improvement.

 Advocate on behalf of the travel industry for the benefit of the Fairbanks region.

Work closely with Fairbanks International Airport, airlines and tour operators to maintain existing flights and pursue new service Work with the Alaska Railroad to expand winter service for daytrip options as well as scheduled service Continue to promote Fairbanks as a year-round destination to domestic markets Continue to promote visitation to the Morris Thompson Cultural & Visitors Center as a first-stop for orientation to destination Set goals within the Tourism Department performance metrics to measure department success Promote both summer and winter products in Fairbanks as a premier destination to Asian markets Utilize social media outlets by representing member products for the benefit of travel trade contacts

2014 Strategic Marketing Plan page 48


Access Tactic: Work closely with Fairbanks International Airport, airlines and tour operators to maintain existing flights and pursue new service

• Attend 2014 International Routes Tradeshow • Airline corporate sales calls • • • • • • •

United Airlines Frontier Airlines Condor Airlines Icelandair Japan Airlines Korean Airlines All Nippon Airlines

• Track yearly load factors • Promote current and new flights to FAI by a combination of co-op ads, web promotion and press releases

2014 Strategic Marketing Plan page 49


Current Air Service

International

Domestic

Regional

• Japan Airlines (seasonal Aug-Sept, DecMar) • Condor Airlines (seasonal June-Sept) • Korean Airlines (seasonal) • Alaska Airlines (year-round) • Frontier Airlines (seasonal May-Sept) • Delta Airlines (seasonal) • United Airlines (seasonal May-Sept) • Era Alaska (year-round)

2014 Strategic Marketing Plan page 50


Access Tactic: Work with the Alaska Railroad to expand winter service for daytrip options as well as scheduled service

• Feature Alaska Railroad on winter product tour operator and travel agent FAM tours • Track Alaska Railroad winter service load factors for both ANC-FAI and FAI-ANC routes • Promote winter service at tradeshows, consumer shows and sales missions

2014 Strategic Marketing Plan page 51


Tactic: Utilize Simpleview database

• Partner training in extranet (Quarterly) • Maintaining all Tourism contacts • Pursue leads and distribute service requests

2014 Strategic Marketing Plan page 52


Tactic: Promote Gulf of Alaska cruise land tours

• Research 2014 Cruise3Sixty Tradeshow • Brochure distribution at Seatrade Tradeshow

Greg Allison, FCVB Director of Tourism, at Cruise3Sixty in June 2013.

2014 Strategic Marketing Plan page 53


Tactic: Meet our goals and tactics in Northern and German Speaking Europe by working with our European Contractor to prioritize our marketing activities accordingly

• Attend 2014 ITB (International Tourism Boerse) • Attend 2014 MidAtlantic Alaska Workshops • Attend 2014 Visit USA Destination Training Roadshow • Update current German Speaking Europe web listings and packages • Host 2014 European tour operator FAM

Greg Allison, FCVB Director of Tourism and Elke Brosin, FCVB European Contractor, attend the 2013 ITB Tradeshow in Berlin.

2014 Strategic Marketing Plan page 54


Tactic: Promote summer and winter product in Fairbanks as a premier destination to Asian markets

Japan

China

• • •

Conduct one-on-one sales calls in Japan in conjunction with annual sales missions and JATA Tradeshow Host Japanese summer and winter FAMs for key tour operators Host 10th Anniversary reception of JAL direct charter service Continue to monitor web page analytics and increase traffic

Research 2015 North America Journeys (NAJ) Active America China Tradeshow Continue to monitor web page analytics and increase traffic

Korea • •

Conduct one-on-one sales calls in Japan in conjunction with annual sales missions Continue to monitor web page analytics and increase traffic

Taiwan • • •

Attend ITF (Taipei International Trade Fair) Continue to monitor web page analytics and increase traffic Continue and maintain communication with State of Alaska Taiwanese Representative

Ed Malen, FCVB Tourism Sales Manager, at the Korean Workshops in May 2013.

2014 Strategic Marketing Plan page 55


Tactic: Increase Fairbanks exposure to Australia and New Zealand

• Attend 2014 State of Alaska Down Under Workshops • Maintain strong relationships with tour operators and travel agents • Participate in State of Alaska Australia and New Zealand tour operator FAM opportunities Greg Allison, FCVB Director of Tourism, in a business appointment at the 2012 Down Under Workshops.

2014 Strategic Marketing Plan page 56


Tactic: Pursue Latin America as an emerging market

• Target Latin American tour operators, wholesalers and travel agents at annual tradeshow conventions i.e. International Pow Wow (IPW), National Tour Association, American Bus Association, and American Society of Travel Agents • Research potential Latin American tradeshows, workshops and sales missions • Create Spanish language web pages on website

2014 Strategic Marketing Plan page 57


Tactic: Pursue Russia, India and Canada as emerging markets

• Target Russian, Indian and Canadian tour operators, wholesalers and travel agents at annual tradeshow conventions i.e. International Pow Wow (IPW), National Tour Association, American Bus Association, Go West Summit and American Society of Travel Agents • Research potential Russian, Indian and Canadian tradeshows, workshops and sales missions

2014 Strategic Marketing Plan page 58


Tactic: Continue to promote Fairbanks as a year-round destination to domestic markets

2014 Tradeshows • • •

American Bus Association National Tour Association Go West Summit

2014 Consumer Shows • • • •

Chicago Travel and Adventure Expo LA Times Travel Show Seattle Golf and Travel Show Colorado RV, Sports, Boat & Travel Show; conduct tour operator, travel agents and airline sales calls in the Denver area in conjunction with the show Pacific Northwest Sportsmen’s Show

Greg Allison, FCVB Director of Tourism, at the National Tour Association January 2013.

2014 Brochure Distribution • • •

NY Times Travel Show Boston Globe Travel Show AARP Life @50+ Show

2014 Strategic Marketing Plan page 59


Tactic: Continue to promote visitation to the Morris Thompson Cultural & Visitors Center as the “first-stop” for orientation to destination

• Work with tour operators coming to Fairbanks as well as those making plans to feature the Morris Thompson Cultural & Visitors Center in their itineraries as a “firststop” in Fairbanks

2014 Strategic Marketing Plan page 60


Tactic: Set goals within the Tourism Department performance metrics to measure department success

• Adjust goals and objectives based on 2013 performance

2014 Strategic Marketing Plan page 61


Tactic: Utilize social media outlets by representing member products for the benefit of travel trade contacts

• Encourage travel trade contacts to join and/or follow FCVB social media

Greg Allison, FCVB Director of Tourism, with German Speaking Europe FAM July 2013. (posted on Facebook in August 2013) 2014 Strategic Marketing Plan page 62


Meetings and Conventions Department

2014 Strategic Marketing Plan page 63


Meetings and Conventions Department

• Helen Renfrew, Director of Meetings & Conventions

Advertising and Public Relations

• Allison Thompson, Convention Services Coordinator Tourism

Administration

Meetings and Conventions

Visitor Services and Membership

2014 Strategic Marketing Plan page 64


Target Markets

Local • Golden Heart Meeting Ambassadors • UAF Faculty & Staff

Statewide • Anchorage • Juneau

New Business Generation • Prospecting Research • CSL Feasibility Study

• Business Community

UAF Meeting & Event Planner Luncheon 2014 Strategic Marketing Plan page 65


Communication Tools

Meeting Planner Guide

Meeting Planner Event Invitations

Bid Packets

www.meetfairbanks.com 2014 Strategic Marketing Plan page 66


Long-term Strategic Priorities  Establish a strong brand identity for the

Fairbanks region.

Meetings & Conventions Marketing Platform • •

 Focus marketing efforts on markets defined by Alaska tourism as well as opportunity markets specific to the Fairbanks region.

 Focus efforts on stimulating year round visitor spending.

 Provide leadership and serve as a catalyst for strategic product development and infrastructure improvement.

 Advocate on behalf of the travel industry for the benefit of the Fairbanks region.

• •

• •

Support and expand the Golden Heart Meeting Ambassador Program Market Fairbanks as the gateway to Denali, the Interior and the Arctic for optional excursions and pre/post opportunities Remain focused on statewide meetings with local outreach and in-state sales missions Use the Simpleview database to maintain relationships and convert new Fairbanks meeting business

Increase the number of leads & service requests distributed to partners Continue to research and collect data regarding potential new business Identify tools to make Fairbanks a more competitive meeting location in the future Continue examination and discussions regarding the CSL Convention Center/Performing Arts Center Feasibility Study Recruit Ambassadors by educating the community about the financial impact of meetings in Fairbanks Increase partner engagement with the FCVB through Meetings & Conventions Department activities

2014 Strategic Marketing Plan page 67


Tactic: Golden Heart Meeting Ambassadors

Rebranding

• Rebrand Fairbanks Meeting Ambassadors as Golden Heart Meeting Ambassadors

Recognizing

• Host recognition event in conjunction with Golden Heart Greeter recognition • Present awards at City Council meetings, FNSB Assembly meetings and Chamber of Commerce lunches • Honor Ambassadors quarterly with Fairbanks Daily News-Miner ads

Recruiting

• Recruit Ambassadors through speaking engagements and one-on-one meetings • Conduct a public awareness campaign through the use of local media • Offer support to Ambassadors by coordinating leads and bid packets, offering assistance with presentations, offering site inspections and providing promotional materials

2012 Meeting Ambassador Reception

2014 Strategic Marketing Plan page 68


Tactic: Increase Leads/Service Requests by 10 percent

Local

• Maintain current and create new UAF relationships • Attend Chamber of Commerce and Rotary lunches • Participate on Arctic Winter Games committees

Statewide

• Conduct Anchorage and Juneau sales missions and host meeting planner lunches • Perform Anchorage and Juneau sales calls • Conduct site inspections and familiarization tours

Local Site Inspections for UAF Meeting Planners

2014 Strategic Marketing Plan page 69


Tactic: Increase Leads/Service Requests by 10 percent

Simpleview Meeting Planner Guide

Research

• Continue and expand use of the Simpleview database to track accounts, maintain relationships with contacts, target new business and distribute leads • Produce and distribute an updated Fairbanks Meeting Planner Guide • Utilize prospecting research to increase the number of viable accounts in the Simpleview database • Initiate contact with accounts to offer departmental services and achieve new Fairbanks meeting business

2014 Strategic Marketing Plan page 70


Tactic: Actively pursue the Alaska Federation of Natives (AFN) Convention

Outreach

Anchoragebased Fairbanksbased

• Attend board, committee and caucus meetings as appropriate • Maintain relationships with staff and stakeholders • Facilitate regular meetings of the Native Leadership and Community Committee • Attend the Convention, encouraging support for Fairbanks as a future meeting location • Support the community-wide commitments necessary to effectively address the needs of the Convention Serving coffee at the 2012 AFN Convention in Anchorage 2014 Strategic Marketing Plan page 71


Tactic: Increase FCVB Business Partner Engagement

Outreach

Simpleview

• Meet regularly with partners active in M&C programs • Reach out to partners who would benefit from inclusion in the Meeting Planner Guide • Increase partner participation in M&C programs • Provide Simpleview extranet training to partners

Juneau Sales Mission

Anchorage Meeting Planner Lunch

2014 Strategic Marketing Plan page 72


Tactic: Continue examination and discussions regarding the CSL Feasibility Study

Research Partnerships

• Evaluate incremental demand study • Pursue further research if necessary • Ongoing dialog with key stakeholders • Dovetail efforts with Fairbanks Arts Association

2014 Strategic Marketing Plan page 73


Visitor Services and Membership Department

2014 Strategic Marketing Plan page 74


Visitor Services and Membership Department

• Charity Gadapee, Director of Visitor Services & Membership

Advertising and Public Relations

Tourism

Administration

Meetings and Conventions

• Iwalani Lauver, Assistant Manager of Visitor Services & Membership

Visitor Services and Membership

2014 Strategic Marketing Plan page 75


Target Markets: Visitor Services

Visitors • In-state • Out-of-state • International

Golden Heart Greeters • Volunteering at community festivals, conferences & meetings, and events

Military

Frontline Staff

• Fort Wainwright Army Base • Eielson Air Force Base

• Provide customer service training • Provide seasonal informational binders • Social seminar introducing frontline staff to the Morris Thompson Cultural & Visitors Center

2014 Strategic Marketing Plan page 76


Target Markets: Membership

Business Partners • Business Partner Spotlight Nights • Interior Tourism Conference • Member-toMember Open Houses

Downtown Fairbanks • Tour Operator Familiarization Tour • Lunch guest count distribution

Communityat-Large

Golden Heart Greeters

• Be-A-Visitor In Your Own Town • Holiday Open House • First Friday Artist Receptions • Visitor Industry Walk for Charity

• Increase number of participants in program • Host customer service training seminars • Golden Heart Greeter Appreciation Dinner

2014 Strategic Marketing Plan page 77


Communication Tools

Fairbanks Area Map

Golden Heart Greeter Electronic Newsletter

Business Partner Electronic Newsletter

Prospective Member Marketing Flyer

2014 Strategic Marketing Plan page 78


Long-term Strategic Priorities  Establish

region.

a strong brand identity for the Fairbanks

Visitor Services and Membership Marketing Platform • •

 Focus marketing efforts on markets defined by Alaska tourism as well as opportunity markets specific to the Fairbanks region.

 Focus efforts on stimulating year round visitor spending.

• •

 Provide leadership and serve as a catalyst for strategic product development and infrastructure improvement.  Advocate on behalf of the travel industry for the benefit of the Fairbanks region.

Increase the number of volunteers and continue implementation of the “Golden Heart Greeter” Program Implement educational seminars and events highlighting FCVB Business Partners to local business’ frontline staff Teach customer service classes including FCVB-created Ask Me About Winter and Cross Cultural Communication classes Attend newcomer orientations on Fort Wainwright and Eielson Air Force Base year-round

Host member-to-member networking events including the Interior Tourism Conference, Annual Banquet, luncheons, educational seminars and open houses. Continue being open 7 days a week, year-round

Increase awareness of the Morris Thompson Cultural and Visitors Center with tour operators and local businesses

Coordinate tours and events such as city tours and First Friday artist receptions

2014 Strategic Marketing Plan page 79


Tactic: Develop and implement the Golden Heart Greeter Volunteer Program

Local

National & International

• Increase the number of Golden Heart Greeters through recruitment in the newspaper and area civic group newsletters • Encourage community support of Golden Heart Greeters by spotlighting their assistance in FDNM and enews. • Schedule orientation workshops throughout the year to inform potential Greeters about FCVB • Staff the FCVB Visitor Information Center and other information kiosks with bi- and multi-lingual staff/Golden Heart Greeters whenever possible • Highlight a Golden Heart Greeter in the Monthly Member Enews at the Golden Heart Greeter Enews • Increase awareness of program with “Meet a Real Alaskan” section in the Fairbanks Visitors Guide with testimonials from greeters and visitors • Include one Golden Heart Greeter as an “Authentic Alaskan” testimonial in Fairbanks Visitors Guide • Increase awareness of program with meeting planners

Golden Heart Greeters assisting at Holiday Open House

2012 Golden Heart Greeter of the Year, Jutta Pence

2014 Strategic Marketing Plan page 80


Tactic: Provide customer service training to frontline staff

Trip Planning

Customer Service Classes

• Produce a Frontline Seminar. FCVB facilitates a quarterly Frontline Seminar in which frontline staff visits the Morris Thompson Cultural and Visitors Center (MTCVC) to learn about MTCVC, events and partners • Provide informational binder to frontline staff highlighting FCVB Business Partners and trip planning resources

• Teach customer service classes from the AlaskaHost curriculum • Customer Service Essentials • Know Your Own backyard • Telephone Customer Service • Serving International Visitors • Serving Customers with Disabilities • Tour Guide Training • FCVB-developed modules • Ask Me About Winter • Cross Cultural Awareness

2014 Strategic Marketing Plan page 81


Tactic: Implement educational seminars and events highlighting FCVB members to local businesses

Implement a member-to-member program. FCVB facilitates and promotes a quarterly member-to-member open house

Host Business Partner networking luncheons and seminars September through April

Host Annual Interior Tourism Conference to provide educational seminars to FCVB Business Partners and public about current topics

Interior Tourism Conference

Host Annual Banquet recognizing FCVB members for their exemplary contributions to the Visitor Industry

2013 FCVB Annual Banquet Award Recipients

2014 Strategic Marketing Plan page 82


Tactic: Increase awareness of Morris Thompson Cultural & Visitors Center

Local

Military

Statewide

• Invite community to Holiday/Winter celebration Open House • Coordinate FAM for residents to “Be a Visitor In Your Own Town” to expose them to the visitor industry through city tours • Host First Friday artist receptions • Continue being open 7 days a week, year-round • Work closely with the Arctic Winter Games Host Society as a Board Member to educate visiting contingents about Fairbanks • Provide year-round tour and attraction information to military personnel at Fort Wainwright Newcomers Orientations • Provide winter activities and tours information to first term airmen at Eielson Air Force Base • Provide an outlet for information transfer between Fort Wainwright’s Installation Safety Office and FCVB members for their winter informational fair, Safe-n-Sane, and the spring safety fair • Continually network with other CVBs in the state and other tourism organizations to exchange ideas on new and improved services

2014 Strategic Marketing Plan page 83


Tactic: Work with Downtown Businesses

Frontline Staff

Business Partners Community-atLarge

• Schedule a downtown familiarization tour for tour company front desk customer service representatives, tour and driver guides, and drivers • Provide a front desk informational reference manual

• Provide estimated lunch guest counts from tour operators from May-September • Deliver Visitors Guides, Winter Guides and Fairbanks-area maps to hotels and merchants • Assist in the organizing of the Visitor Industry Walk for Charity • Provide Golden Heart Greeters for Downtown Association’s Midnight Sun Festival and Greater Fairbanks Chamber of Commerce’s Golden Days Parade

2014 Strategic Marketing Plan page 84


Administration Marketing Calendar Tradeshow Calendar

Industry Calendar

• Media Day at International Pow Wow, April 5-9 • Society of American Travel Writers, September 14-19 • North American Travel Journalists (tentative)

• Alaska Travel Industry Association Annual Convention, Fairbanks, October 6-10

2014 Strategic Marketing Plan page 85


Advertising & PR Marketing Calendar Media Event Calendar

Social Media Calendar

• Alaska Media Road Show, October • Experience Alaska, March • Outdoor Writers Association of America, September • Aurora, Ice Art and Adventure Media tour

• Quarterly contest, Facebook • Annual trip contest, Facebook

Publication Calendar

• Visitors Guide Release, November • Winter Guide Release, July • Annual Report Release, April Co-op Advertising Calendar

• Alaska Airlines Magazine, Feb; May-September • Trip Advisor, Ongoing • Alaska Magazine, December

2014 Strategic Marketing Plan page 86


Tourism Marketing Calendar Tradeshow Calendar

• • • • • • • •

American Bus Association, January 11-15 National Tour Association, February 10-14 Go West Summit, February 24-27 International Tourism Boerse – Berlin, March 5-9 International Pow Wow, April 5-9 Japan/Korea Workshops, April or May American Society of Travel Agents, September (TBA) Australia and NZ Workshops (TBA)

Consumer Show Calendar

Chicago Travel & Adventure Expo, January 11-12 LA Times Travel Show, January 17-19 Pacific Northwest Sportsmen’s Show, February 5-9 Seattle Golf & Travel Show, February 28- March 1 Colorado RV, Sports, Boat & Travel Show, February 27-March 1

• • • • •

Projected FAM Calendar

• • • • • •

Japan Winter & Summer FAMs (February and September) State of Alaska FAMs (summer/winter) FCVB European Tour Operator FAM (TBA) Taiwanese FAM (summer/winter) Russian FAM (TBA) In-State Winter FAM (Feb)

2014 Strategic Marketing Plan page 87


Meetings & Conventions Marketing Calendar •

• • • • • • • •

Joint Golden Heart Meeting Ambassador & Golden Heart Greeter Appreciation dinner, February 12 UAF Spring Meeting Planner Lunch, March 26 Arctic Winter Games, March 15-22 Anchorage Spring Meeting Planner Lunch and Sales Mission, April 15-17 Anchorage Fall Meeting Planner Lunch and Sales Mission, September 16-18 Alaska Travel Industry Association Annual Convention, October 6-10 UAF Fall Meeting Planner Lunch, October 15 AFN Convention (in Anchorage), October 22-25 Juneau Meeting Planner Lunch and Sales Mission, November 11-14

Sales Events, as needed • • • •

Site Inspections & Familiarization Tours Bid Presentations Pre-Event Promotion Target Market Sales Calls

Anchorage Fall Meeting Planner Lunch 2014 Strategic Marketing Plan page 88


Visitor Services & Membership Marketing Calendar Visitor Services Monthly • Frontline Customer Service Training, 2nd Tuesday of each month, year-round • First Friday Artist Receptions, Monthly Annually • Joint Golden Heart Greeter & Golden Heart Meeting Ambassador Appreciation dinner, February 12 • Great Alaska Sportsman Show (Anchorage), March 27-30 • Golden Heart Greeter Recruitment & Orientation, March, June, September • Highway Neighbors Conference (Valdez), early April • Member Spotlight Nights, April 22 & 24 • Fairbanks Outdoor Show, April 25-27 • Visitor Center begins summer hours, May 10 • Pioneer Park Visitor Kiosk Opens, May 26 • Holiday Open House, Early December • Winter Solstice Celebration, December 21 Special Event • Arctic Winter Games, March 15-22

Membership Membership Luncheons & Special Events • January 22 - Luncheon • February 12 – Interior Tourism Conference • March 26 - Luncheon • April 26 – Annual FCVB Awards Banquet • September 24 - Luncheon • October 22 - Luncheon • December 3 - Luncheon General Event Information • Prospect Seminar, January 24 • Membership Renewal deadline, January 31 • Member Orientation, February 13 • Member-to-Member Open Houses, March, June, September • Prospect Seminar, April 25 • Social Seminar for Frontline Staff, 4th Thursday of each month, April-August • Be A Visitor In Your Own Town, May 3 • Membership Renewal begins, October • Alaska Travel Industry Association Convention – October 610 Committee Meetings • Third Tuesday of each month, January-April & AugustDecember

2014 Strategic Marketing Plan page 89


2014 Projected Revenue

2014 Revenue Fairbanks City Bed Tax Fund North Pole City Bed Tax Fund FNSB Bed Tax Grant FAI Marketing Grant FCVB Private Source Funding Fund Balance Total

1,592,175 4,377 1,130,000 15,000 241,530 185,171 3,168,253

2014 Strategic Marketing Plan page 90


Revenue Comparison

2014 Strategic Marketing Plan page 91


Bed Tax City of Fairbanks: 8 year average to FCVB is 61%

2014 Strategic Marketing Plan page 92


Bed Tax Fairbanks North Star Borough: 7 year average to FCVB is 62%

2014 Strategic Marketing Plan page 93


Bed Tax City of North Pole: 4 year average to FCVB is 4%

2014 Strategic Marketing Plan page 94


In 2009, revenues from bed tax collections dropped by 13.14% from 2008. 2010 saw a 9.4% increase over 2009. 2011 remained flat with 2010. 2012 did see a 8.9% increase. While we still have not reached the summer pre2009 levels in 2012, we did exceed the total for 2008.

Summer Winter Total

74% 26% 100%

2008 $3,393,909 $1,171,806 $4,565,715

70% 30% 100%

2009 $2,791,395 $1,174,265 $3,965,660

73% 27% 100%

2010 $3,151,673 $1,186,687 $4,338,360

69% 31% 100%

2011 $2,964,126 $1,328,226 $4,292,352

2012 69% 31% 100%

3,215,865 1,458,245 4,674,110

2014 Strategic Marketing Plan page 95


2014 Budget Reserve Designation The FCVB Board of Directors voted on September 25, 2013 to maintain a reserve for 2014 as allocated below: 2014 Budget Reserve Estimated Fund Balance 12/31/13*

$509,980

2014 Fund Balance

$185,171

2014 Designated Reserve: O & M for MTCVC New Website

31,653

Log Cabin Emergency Repair

10,000

New Market Development

43,156

2014 Budget Reserve Designation TOTAL

$84,809

2014 Association Reserve Fund Balance (8% of Budget)**

*Calculation based on Fund Balance 12/31/12 from 2012 Audit Estimated fund Balance used to balance 2013 Budget Estimated Fund Balance 12/31/2013 **Based on 8% of the 2013 Expense Projection of

$240,000

$710,784 (200,804) $509,980 $3,000,000

2014 Strategic Marketing Plan page 96


2014 Proposed Expense Budget

2014 Expenses Admin 509,086 Member 155,353 Adv & Pr 1,212,733 Mtgs & Conv 362,617 Tourism 411,787 Visitor Svs 516,677 3,168,253

2014 Strategic Marketing Plan page 97


Expense Comparison

2014 Strategic Marketing Plan page 98


2014 Budget

99


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary Administration

2010 Amended Budget HOTEL/MOTEL BED TAX 31000 City Bed Tax Funds 31500 North Pole Bed Tax Funds 33000 Borough Grant/Bed Tax

2010 Actual

1,498,481

1,488,319

1,001,000

1,115,801

2011 Amended Budget

2011 Actuals

2012 Amended Budget

2012 Actuals

2013 Budget

2013 Amended Budget

2014 Proposed Budget

1,539,195 4,500 1,014,000

1,519,149 4,237 958,976

1,542,175 4,377 1,111,500

1,540,706 3,696 1,216,550

1,592,175 4,377 1,132,000

1,592,175 4,377 1,132,000

1,592,175 4,377 1,130,000

20,965 15,000

20,965 30,000 108

15,000

15,000

15,000

15,000

15,000

MISCELLANEOUS PRIVATE SOURCE INCOME 32500 Frontier Sponsership (SCASD refund) 36000 FAI Marketing Grant 48100 Interest 48900 Other FUND BALANCE RESERVE 00000 From Fund Balance TOTAL REVENUE

3 4,000 269,962 2,769,443

(102,140) 2,505,983

311 147,637 2,741,297

92,249 2,625,684

381,543 3,054,595

126,116 2,902,379

194,941 2,938,493

200,804 2,944,356

185,171 2,926,723

100


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Administration 2010 Amended Budget DIRECT MARKETING EXPENSES 60100 Production 60200 Media Placement 61000 Collateral Material Employee Handbook Strategic Plan 62000 Promo Merchandise Fairbanks Promo Cordials (ATIA Board) Promo Cordials for use by Administration 63000 FAM's/Site Visits/Press Tours 64000 Trade Shows SATW/NATJ/Media Day PowWow 65000 Travel ATIA Marketing Meetings ATIA Board Meetings

65500 66000

66500

67000

ATIA Convention Instate Tourism Meetings Staff Training USTA/ESTO USTA/Travel Outlook Forum/DMAI SATW/NATJ/Media Day PowWow Sales Calls Board Meeting USTA NCDO Local Meetings Misc/Mileage/Chamber Lunches/Local Mtgs Special Promotions ATIA Community Partner Dues Board Retreat Staff Retreat Special Promotions Award Presentation Scenic Byways Development Research Convention Center Feasibility Study Community Wayfinding Event Hosting

ATIA Convention in Fairbanks 67500 Telephone Phone Charges 68000 Dues/Subscriptions DMAI dues WACVB HR/Accounting (SHRM) Alaska Journal of Commerce Alaska Cruise Association Sam's Annual Membership Fee AWRTA

2010 Actual

1,150

293

1,150 200

569

200

12,600

12,884

4,000 1,000 1,500 1,600 2,000 2,500 200 200 36,700 32,500 1,700

764 19,944

2,500

25,000 25,000

2011 Amended Budget

300 300 1,950 650 1,300 1,350 1,350 21,550 1,200 5,400 1,200 1,700 2,250 1,600 1,600 2,500 2,500 1,600 500 500 37,127 29,977 1,500 1,500 3,350 300 500 6,000 6,000

2011 Actual

2012 Amended Budget

2012 Actual

2013 Budget

2013 Amended Budget

103

300

79

300 300

300 300

1,669

300 600

132

600 600

600 600

11,406

1,350 1,350 22,350 1,200 5,400

1,350 1,350 22,350 1,200 5,400

1,569

2,000 1,700 2,250 1,600 1,600 2,500 2,500 1,600 600 600 7,950 600 1,500 1,500 3,550 300 500

2,000 1,700 2,250 1,600 1,600 2,500 2,500 1,600 600 600 17,950 600 1,500 1,500 13,550 300 500

600 20 1,200 12,092

3,445 31,847

1,350 1,350 22,350 1,200 5,400 2,000 1,700 2,250 1,600 1,600 2,500 2,500 1,600 600 600 23,672 16,322 1,500 1,500 3,550 300 500 54,060 44,060 10,000

115 757

19,169

300 300 1,110 260 850 850 2,700 2,700 16,400 1,200 3,000 600 1,800 3,200 4,800 1,800 1,200 1,200 11,100 4,700 1,600 1,000 3,550 250

38,060

3,000 2,290 2,290 1,355 570 185 150

2,165 1,335

100 100 250

2,299 2,299 1,773 624 184 160

2,046 1,311

100 100 105 500

2,160 2,160 1,613 624 184

2,295 1,268

100 100 105 500

2,200 2,200 1,613 624 184

2,200 2,200 1,613 624 184

100 100 105 500

100 100 105 500

Society of American Travel Writers North American Travel Journalists Assn 68500 (800) Inquiry Service 69000 Mail Fulfillment/Postage Board Mailouts/AP/Miscellaneous SUBTOTAL DIRECT MARKETING

2014 Proposed Budget

3,000 2,400 2,400 1,855 750 200

105 300 500

1,500 1,500 80,995

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits

335,320

SUBTOTAL PERSONNEL

335,320

783 38,736

1,700 1,700 74,549

313,652 313652

1,926 55,659

1,500 1,500 108,205

300,409

321,506

300,409

321,506

2,224 77,074

2,000 2,000 38,963

2,000 2,000 48,963

2,000 2,000 42,915

349,894

356,070

354,051

354,051

355,983

349,894

356,070

354,051

354,051

355,983

101


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Administration 2010 Amended Budget INDIRECT MARKETING EXPENSES 76000 Computer Computer Maintenance Contract Software Purchase and Upgrades Simpleview Database Cougar Mountain Support 78000 Education/Training ATIA Miscellaneous for Finance & Administration USTA/Travel Outlook Forum/DMAI 79000 Equipment Rental Copiers Postage Machines 80000 General Insurance General Liability/Dishonesty Bond/D & O 81000 Interest/Finance Charge Line of Credit interest 81500 Bank Fees Payroll Processing Fees & Other Charges Line of Credit renewal fee 83000 Professional Fees Audit Fees Legal Fees Accounting Fees 84000 Rent/Storage Administration Office Rental/Storage Units MTCVC 86000 Supply/Office Expense Office Supplies Xerox excess printing charges 88000 Licenses and Taxes City of Fairbanks business license State of Alaska business license City & Borough property taxes 89000 Other (Miscellaneous) Expenses 90000 Capital Outlay Software Purchases Hardware Purchases Furniture and Shelving SUBTOTAL INDIRECT MARKETING

6,934 5,115

1,819 1,325 350 500 475 4,538 2,760 1,778 3,660 3,660

2011 Amended Budget

2010 Actual

7,400

2,214

4,515

3,194

7,201 4,732

2,469 835 350 485 4,520 2,740 1,780 3,300 3,300

2011 Actual

6,675

1,185

4,039

2,775

2012 Amended Budget

2012 Actual

6,881 4,731 1,400

7,320

750 1,685 700 500 485 3,204 1,428 1,776 3,000 3,000

1,000

2,812

3,335

2,160 2,160

3,662

3,900 3,900

4,085

3,900 3,900

7,447

4,920 3,670

3,866

5,148 3,370

3,691

3,900 3,900

4,152

32,601

34,620 444 34,176 4,200 4,200

34,669

33,275 540 75 32,660 500 8,055 4,855 3,200

32,744

1,250 29,732 484 29,248 4,000 4,000 27,910 1,000 75 26,835 500 2,850

30,325

5,834

32,272

45

1,778 32,073 484 31,589 4,000 3,610 390 32,172 500 75 31,597 500

5,489

32,301

2,850 88,529

93,326

93,649

92,841

5,226

41 5,039

103,220

103,785

2013 Budget

2013 Amended Budget

2014 Proposed Budget

11,087 6,537

11,087 6,537

10,874 6,324

2,400 2,150 1,685 700 500 485 3,336 1,548 1,788 3,300 3,300

2,400 2,150 1,685 700 500 485 3,336 1,548 1,788 3,300 3,300

2,400 2,150 2,375 1,050 425 900 3,336 1,548 1,788 3,480 3,480

2,500 2,500 5,300 4,800 500 3,900 3,900

2,500 2,500 5,300 4,800 500 3,900 3,900

35,916 444 35,472 4,500 4,500

35,916 444 35,472 4,500 4,500

3,284 3,284 6,200 5,700 500 4,400 3,600 500 300 36,024 444 35,580 4,800 4,800

33,275 540 75 32,660 500 2,000

33,275 540 75 32,660 500 2,000

33,815 1,080 75 32,660 100 1,500

2,000

2,000

1,500

107,299

107,299

110,188

500,313

510,313

509,086

. GRAND TOTAL

504,844

445,713

468,607

470,006

561,319

536,929

102


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary Advertising and PR 2010 Amended Budget SPONSORSHIP REVENUE 42000 Co-Op Ad Sales ADVERTISING REVENUE 46700 Visitor Guide Ad Sales 41450 Visitor Guide Narrative 41500 Visitor Guide Multiple Listing 46510 Winter Activities Guide Ad Sales 46800 Banner Advertising TOTAL REVENUE

2010 Actual

2011 Amended Budget

5,000

5,141

5,000

80,000 12,000 10,000 2,000

78,992 16,299 5,031 3,100

80,000 12,000 10,000 2,000

109,000

108,563

109,000

2011 Actual

2012 Amended Budget

2012 Actuals

2013 Budget

2013 Amended Budget

2014 Proposed Budget

5,000

450

5,000

5,000

5,000

70,294 10,549 10,742 2,725

80,000 12,000 10,000 2,000

92,957 12,573 15,217 2,700

80,000 12,000 10,000 2,000

80,000 12,000 10,000 2,000

80,000 12,000 10,000 2,750

94,310

109,000

123,897

109,000

109,000

109,750

103


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Advertising and PR 2010 Amended Budget DIRECT MARKETING EXPENSES 60100 Production Print Ads and Magazines Winter Activities Guide Visitors Guide 60200 Media Placement Open Domestic Open International Open Travel Trade Community Awareness ATIA In-State Awareness Mtgs and Conv Advertising Instate Television Local Radio Internet Advertising AAA Tour Book Alaska Channel Alaska Marine Highway Alaska State Planner Alaska.com Anchorage CVB ATIA Internet Bearfoot Travel Guides Bell's Travel Guide Good Sam Trailer Life Mat-Su CVB Milepost SATW Directory Ad SeeAmerica Directory Ad Sunset Magazine Woodall's Campground Directory Ad advertising 61000 Collateral Material Visitors Guide New Promotional DVD/produce DVDs*** Purchase Professional Photos for FCVB Use Annual Report Winter Activities Guide 61500 Website Development Search Engine Optimization Internet Site Website Redesign *** On-Line Registration 62000 Promo Merchandise Fairbanks Promo Cordials 63000 FAM Tours/Site Inspection For local and visiting media German Press Tour/Condor Outdoor/Summer Press Tour Fall Press Tour Fur & Ice Tour 64000 Trade Shows Outdoor Writers Association Experience Alaska Alaska Media Roadshow NOWA 65000 Travel Outdoor Writers Association Alaska Media Roadshow Experience Alaska Staff Training ATIA (Committee and Convention) Northwest Outdoor Writers Association 65500 Local Meetings Misc/Mileage/Local Mtgs Rotary meals 66000 Special Promotions Media Promotions ATIA Media Reception National Public Radio UAF Summer Sessions Clipping Service 66500 Research 67000 Event Hosting Outdoor Writers Association 67500 Telephone Phone Charges

2010 Actual

2011 Amended Budget

2011 Actual

15,500 13,000 2,500

7,799

13,500 11,000 2,500

6,772

468,871 205,146 60,000 10,000 30,000

439,201

484,000 194,285 60,000 10,000 30,000

497,373

5,100 1,800 2,000 515 3,330 1,000 1,000

100,000 150,000 130,000

107,120

29,000 50,000 13,000 35,340 9,724 6,600

29,000 50,000 13,000 35,340 9,724 6,600

3,560 3,000 2,000 4,860 6,500 4,000 2,000 940 5,760

4,547 4,500 2,600 4,860 6,613 6,872 2,868 940 5,751 1,840

4,547 4,800 2,600 4,860 6,613 6,872 2,868 650 5,751 2,447

4,547 4,800 2,600 4,860 6,613 6,872 2,868 650 5,751 2,447

4,697 4,800 2,600 6,360 6,613 6,872 5,062 650 6,849 2,507

43,000 1,645

42,842 2,137

42,842 2,137

42,842 2,137

39,950

142,200 122,000

149,500 120,000

5,000 1,200 14,000 41,200

14,300 1,200 14,000 26,200

142,200 112,000 10,000 5,000 1,200 14,000 26,200

35,000

20,000

20,000

6,200 2,000 2,000 21,500 13,000 5,000

6,200 2,000 2,000 21,500 13,000 5,000

6,200 2,000 2,000 26,950 18,450 5,000

3,500 8,625 1,000 2,500 5,000 125 15,400 2,000 2,400 2,300 3,600 3,600 1,500 1,700 816 884 19,000 9,000

3,500 8,625 1,000 2,500 5,000 125 12,400 2,000 2,400 2,300 3,600 600 1,700 816 884 19,000 9,000

3,500 8,625 1,000 2,500 5,000 125 15,400 2,000 2,400 2,300 3,600 3,600 1,500 2,100 2,100

10,000

10,000

10,000

2,920 2,920

2,920 2,920

3,000 3,000

156,000 140,000

121,134

5,000 15,000 50,000 17,000 25,000 2,000 6,000 2,000 2,000 13,500 5,500 1,000 1,000 6,000 5,700 500 5,000 200 10,100 2,500 1,200

4,600 1,800 1,200 520 680 15,000 5,000

25,331

338 9,842

1,000 15,000 50,200 10,000 14,000 20,200 6,000 2,000 2,000 11,000 9,000

32,524

152,200 122,000 15,000 1,200 14,000 23,000

473,846

173,232

14,324

17,000

14,620

6,000 2,000 2,000 19,500 13,000 3,000

1,385 19,753

1,000 1,000 5,914

7,330

514

10,294

8,625 1,000 2,500 5,000 125 11,600 2,000 1,200 2,300 4,600 1,500 1,200 520 680 27,000 12,000

6,858

3,500 9,125

9,250

10,975

2,500 6,500 125 9,500

8,024

1,200 2,300 3,600 2,400 875

3,820 3,820

3,558

24,064

15,000

16,210

5,000 10,000

10,000

5,000 10,000 137

2,530 2,530

2014 Proposed Budget

29,000 50,000 13,000 20,640 9,724 6,600

9,850 6,600

100

2013 Amended Budget

29,500 8,000 3,500 18,000 497,750 171,066 53,850 11,000 16,500 10,000 29,000 50,000 13,000 39,550 9,724 7,100

6,630

2,329

2013 Budget

30,500 10,000 2,500 18,000 497,750 172,249 53,850 11,000 30,000

33,000 50,000 13,000

30,500 9,000 3,500 18,000 497,750 187,566 53,850 11,000 30,000

2012 Actuals

30,500 10,000 2,500 18,000 497,750 172,249 53,850 11,000 30,000

33,000

4,700 4,550

2012 Amended Budget

2,209

199 199

1,848

29,000 29,000 2,100 2,100

19,000 8,000 1,000

28,633 2,314

104


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Advertising and PR 2010 Amended Budget 68000 Dues/Subscriptions Alaska Media Directory Burrelle's Media Directory PRSA Outdoor Writers Association Alaska Film Group WACVB DMAI dues Fairbanks Rotary Club SmugMug 68500 (800) Inquiry Service 69000 Mail Fulfillment/Postage Misc. Postage 69500 Direct Mail Mailing Labels / Independent Travelers SUBTOTAL DIRECT MARKETING

48,000 48,000 16,000 16,000 802,301

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits SUBTOTAL PERSONNEL INDIRECT MARKETING EXPENSES 76000 Computer Computer Maintenance Contract Simpleview Database 78000 Education/Training ATIA Convention (2) Misc. Educational Opportunities 79000 Equipment Rental Copiers Postage Machines 80000 General Insurance General Liability/Dishonesty Bond/D & O 81500 Bank Fees 83000 Professional Fees Audit/Legal Fees 84000 Rent/Storage Office Rent/Storage Units MTCVC 86000 Supply/Office Expense Office Supplies Xerox excess printing charges 89000 Other (Misc.) Expenses 90000 Capital Outlay Software Purchase Hardware Purchases SUBTOTAL INDIRECT MARKETING GRAND TOTAL

3,900 100 2,000 325 400

2011 Amended Budget

2010 Actual 2,844

2012 Amended Budget

2011 Actual

3,883 100 2,000 325 400 250 184 624

1,804

34 37,674

676,278

50 48,000 48,000 16,000 16,000 804,050

246,770

240,011

246,770

1,983 100

2012 Actuals 1,933

2013 Amended Budget

2014 Proposed Budget

2,433 100

2,433 100

2,125 100

325 400 250 184 624 450 100 110 61,675 61,675 22,890 22,890 859,203

325 400 250 200 750 100 156 48,000 48,000 16,000 16,000 839,006

772,208

100 50 75,409 75,409 22,100 22,100 893,037

853,662

325 400 250 184 624 450 100 110 48,000 48,000 16,000 16,000 849,338

243,575

224,360

275,425

272,999

298,218

298,218

310,163

240,011

243,575

224,360

275,425

272,999

298,218

298,218

310,163

5,115 5,115

4,916

4,732 4,732

5,850

6,012

700 700

350

450

4,538 2,760 1,778 3,660 3,660

4,515

1,150 700 450 4,520 2,740 1,780 3,300 3,300

5,745 4,995 750 2,750 700 2,050 3,204 1,428 1,776 3,000 3,000

8,937 6,537 2,400 2,600 1,050 1,550 3,336 1,548 1,788 3,300 3,300

8,937 6,537 2,400 2,149 350 1,799 3,336 1,548 1,788 3,300 3,300

8,724 6,324 2,400 2,600 1,050 1,550 3,336 1,548 1,788 3,480 3,480

3,600 3,600 35,916 444 35,472 2,200 2,200

3,600 3,600 35,916 444 35,472 2,200 2,200

3,600 3,600 36,024 444 35,580 2,200 2,200

500 2,500 1,300 1,200 62,438

100 3,500 3,500 63,564

1,219,859

1,212,733

185 570 320

3,670 3,670 29,688 440 29,248 2,000 2,000 500 4,000

38 42,189 15,315

3,194 247 3,666 30,281

2,246

1

3,370 3,370 32,027 440 31,587 2,000 1,610 390 500 999

325 400 250 184 624

2013 Budget

15,516

4,039

2,775 68 3,305 32,601

2,202

1

3,570 3,570 34,620 432 34,188 2,100 2,100

4,000 53,871

49,416

999 52,598

51,291

500 9,255 7,355 1,900 64,744

1,102,942

965,703

1,131,130

1,047,859

1,233,206

99 77,986 20,788

1,250

2,812

2,955 32 3,353 34,669

1,815

0 5,159

58,058

500 2,500 1,300 1,200 62,889

1,184,719

1,210,445

105


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary Tourism

2010 Amended Budget SPONSORSHIP REVENUE 48000 Tradeshow Booth Share ADVERTISING REVENUE 46500 Group Tour Manual TOTAL REVENUE

2010 Actual 1,213

2011 Amended Budget

2011 Actual 350

550 1,763

2012 Amended Budget

350

2012 Actual

2013 Budget

2013 Amended Budget

2014 Proposed Budget

3,960

4,100

1,000

1,600

1,000

1,000

5,560

5,100

106


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Tourism 2010 Amended Budget DIRECT MARKETING EXPENSES 60100 Production Group Tour Manual Japanese Lure Piece 60200 Media Placement (moved to Adv&PR) 61000 Collateral Material Group Tour Manual Promotional DVD Aurora Certificates Japanese Lure Piece German Lure Piece 61500 Website Development 62000 Promo Merchandise Fairbanks Promo Cordials 63000 FAM Tours/Site Inspection German (Condor) FAM Alaska Travel Fair FAM Japan Winter FAM Japan Summer FAM Receptive Winter FAM Condor Winter FAM JAL Winter FAM Winter ANC TA FAM Others 64000 Trade Shows TIA POW WOW NTA Exchange ATIA Japan Workshops International Tourism Boerse - Berlin Mid-Atlantic Tradeshow ATIA Korea Workshops ABA Market Place ATIA UK Workshops ATIA GSE Workshops ATIA Australia Workshops Misc Trade Shows JATA World Congress Visit USA - Japan Media Marketplace NAJ Active America LA Times Travel Show NY Times Travel Show Chicago Travel & Adventure Expo NWCA Business Conference Seattle Travel Show Colorado RV/Travel Show New Shows (ex: China, Aviation) Routes Networks Convention SeaTrade Convention International Travel Fair Taipei GoWest 65000 Travel TIA POW WOW NTA ATIA Japan Workshops ATIA Korea Workshops Int'l Tourism Boerse - Berlin Mid-Atlantic Tradeshow ABA Market Place ATIA GSE/UK Workshops ATIA Australia Workshops Seattle Travel Show Colorado RV/Travel Show ATIA Convention JATA - Japan NAJ Active America LA Times Travel Show NY Times Travel Show Chicago Travel & Adventure Expo NWCA Business Conference Asia/Europe Sales Calls DMAI or WACVB (DMAI was IACVB) Routes Networks Convention SeaTrade Convention GoWest International Travel Fair Taipei Other Travel

2010 Actual

5,000 2,500 2,500

4,085

8,000 3,000

4,276

1,500

2011 Amended Budget

2,500 500

2012 Amended Budget

2011 Actual

2,411

2,000

1,000 1,000 1,000 2,000 30,000 6,000 1,800 2,000 2,000

5,400 2,700 2,700

1,948

7,200 3,100

3,737

2,000 547 8,131

35,807

500 1,800 1,500 1,500 2,000

100 100 11,000 3,000 1,000 1,000 1,000 1,000 1,000 1,000 2,000 29,315 6,500 1,800 2,500 2,500

34 10,852

29,196

500 1,800 500 2,000

1,500 500 1,200 750 750

3,595 1,500 500 1,200 750 750

750

1,200 1,000

5,450

720

2,600 2,600 11,900 3,100 1,100 1,100 1,100 1,050 1,100 1,100 2,250 25,225 6,500 1,850 2,700 2,700

2013 Budget

2013 Amended Budget

2,850

2014 Proposed Budget

2,700 2,700

2,850

2,100

3,500 1,000 1,000 10,000 2,000 1,000 1,000 1,000

2012 Actual

687 10,872

24,859

550 2,000

2,250 475 1,600

8,900 2,300

8,750 2,300

2,200 2,300 2,100

2,200 2,150 2,100

15,250 1,300 10,000 2,200 750 1,000

350 350 10,450 3,000

950 950 10,450 3,000

1,000 1,000 9,450 3,000

1,100 1,100 1,050

1,100 1,100 1,050

1,100 1,100 1,050

1,100 1,100 2,000 31,500 3,500 1,500 2,800 2,800

1,100 1,100 2,000 31,500 3,500 1,500 2,800 2,800

650 1,500 650 2,500

650 1,500 650 2,500 800

1,100 1,100 1,000 35,000 4,000 1,500 2,800 2,800 2,300 650 1,500 650 2,500 2,250 1,000 1,600

2,000 1,600 550 1,300

1,600 550 1,300

750 750

750 750

35,000 1,500 1,500 2,500 1,000 3,500

45,131

38,950 1,800 1,800 2,500 1,000 4,000

39,295

1,000

1,050

1,050

-3,000 1,400 1,000 1,200

3,500 1,500 1,500 1,200

3,500 1,500 1,500 2,400

1,400 33,500 1,800 1,900 2,700 1,200 4,100

1,400 39,000 1,800 1,900 2,700 1,200 4,100

1,900 4,200 1,500

1,900 4,200 3,000 1,500

1,500 2,300 1,800

1,500 2,300 1,800

1,500 43,800 1,800 1,800 2,600 1,100 4,100

1,500 3,500 2,500 1,200

1,800 4,000 1,200

1,850 4,100 2,700 1,500

800 2,000 1,500 1,500 2,000

1,000 2,000 1,800 1,800 2,300

1,500 2,200 1,800 1,800 2,500

44,375

1,050 1,000 1,000 1,500 2,500 1,500 1,400 37,000 1,800 1,900 2,700 1,200 3,500 700 1,900 4,200 3,000 1,500 1,050 2,300 1,800 1,050

1,800 1,500 1,500

5,500

1,800

8,350

3,000 1,850 3,000 1,800 1,800

1,800 1,800 1,200 1,800

1,800 1,800 0 1,800

1,000

2,000

5,700

1,800

1,800 2,800 2,000

107


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Tourism 2010 Amended Budget 65500 Local Meetings Misc/Mileage/Local Mtgs 66000 Special Promotions NTA Operator Dinner Travel Agent Mail outs ATIA Consumer Show Brochure Distribution Condor Marketing Special Promotional Opportunities 66800 International Marketing German Marketing European Marketing Japanese Marketing Korean Marketing China Marketing 66500 Research 67500 Telephone Phone Charges 68000 Dues/Subscriptions TIA NTA ABA DMAI WACVB ASTA Misc. Dues 68500 (800) Inquiry Service 69000 Mail Fulfillment/Postage Postage and Fulfillment SUBTOTAL DIRECT MARKETING

5,000 5,000 167,805

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits SUBTOTAL PERSONNEL

INDIRECT MARKETING EXPENSES 76000 Computer Computer Maintenance Contract Simpleview Database InfoTrac Annual Fee 78000 Education/Training ATIA Convention Misc. Education IACVB or WACVB 79000 Equipment Rental Copiers Postage Machines 80000 General Insurance General Liability/Dishonesty Bond/D & O 81500 Bank Fees 83000 Professional Fees Audit/Legal Fees 84000 Rent/Storage Admin Office Rent/Storage Units MTCVC 86000 Supply/Office Expense Office Supplies Xerox excess printing charges 89000 Other(Misc.) Expenses 90000 Capital Outlay Software Purchases Hardware Purchases SUBTOTAL INDIRECT MARKETING GRAND TOTAL

1,000 1,000 8,000 750 1,750 1,500 4,000 55,000 40,000

2010 Actual 566 3,753

29,447

10,000 2,500 2,500 5,050 5,050 4,755 2,050 550 800 570 185 600

2011 Amended Budget 1,000 1,000 6,740 750 605 1,500 3,885 55,000 40,000

2011 Actual 1,431 6,740

49,079

10,000 2,500 2,500 2,525

32 8,338

155,595

50 12,500 12,500 167,061

166,840

164,257

166,840

5,583 4,983

3,670 3,670 29,688 440 29,248 1,500 1,110 390 500 2,850

1,300 1,300 53,931 631 1,800 50,000 1,700 53,800 38,300

2012 Actual 1,768 45,898

52,162

10,300 2,600 2,600

5,050 5,050 4,856 2,100 550 800 623 183 600

600 2,000 800 200 1,000 4,538 2,760 1,778 3,660 3,660

3,672

2012 Amended Budget

2013 Amended Budget

2014 Proposed Budget

1,400 1,400 19,400 800

1,400 1,400 2,330 800

1,400 1,400 4,300 800

1,800

1,530

1,800

16,800 54,700

52,700

1,700 54,000

39,000 10,300 2,700 2,700

39,000 10,300 2,700 700

39,000 10,300 2,700 2,000

3,600 3,600 6,057 2,500 700 600 623 184 750 700 110 17,600 17,600 177,297

4,800 4,800 6,250 2,500 700 650 750 200 750 700 132 18,000 18,000 189,282

154,538

3,800 3,800 5,906 2,500 650 550 623 183 750 650 50 15,375 15,375 230,287

212,084

3,600 3,600 6,057 2,500 700 600 623 184 750 700 110 17,600 17,600 187,567

185,520

150,792

159,580

154,261

157,547

157,547

163,291

164,257

185,520

150,792

159,580

154,261

157,547

157,547

163,291

5,395

5,200 4,600

5,313

5,331 4,731

5,617

7,879 5,479 2,400

7,879 5,479 2,400

8,724 6,324 2,400

1,050

2,050 1,050 1,000

2,050 1,050 1,000

1,050 1,050

2,812

3,336 1,548 1,788 3,300 3,300

3,336 1,548 1,788 3,300 3,300

3,336 1,548 1,788 3,480 3,480

3,600 3,600 35,916 444 35,472 1,680 1,680

3,600 3,600 35,916 444 35,472 1,680 1,680

3,600 3,600 36,024 444 35,580 1,800 1,800

4,764

38 15,377

700

4,514

3,194 248 3,666 30,280

2,183

600 900 700 200 4,520 2,740 1,780 3,300 3,300 3,370 3,370 32,027 440 31,587 1,500 1,110 390 500

4,605

350

4,039

2,775 70 3,305 32,600

2,097

140

600 2,675 1,050 1,625 3,204 1,428 1,776 3,000 3,000 3,570 3,570 34,632 444 34,188 1,680 1,680

2,850 53,989

50,180

51,317

50,689

500 4,688 3,188 1,500 59,280

388,634

370,031

403,898

356,019

449,147

3,782

2013 Budget

5,019

99 16,879

2,955 58 3,353 34,669

1,876

5,301

500 1,300

500 1,300

100 1,100

57,692

1,300 59,561

1,300 59,561

1,100 59,214

424,037

404,675

394,405

411,787

108


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary Meetings and Conventions

2010 Amended Budget EDUCATIONAL SERVICES REVENUE 43000 Event Hosting Miscellaneous MISCELLANEOUS SALE OF GOODS 45500 Cost of Goods Sold 46000 Miscellaneous Sale of Good 46100 Pin Sales 46110 Bag Sales 46120 Folder Sales 46130 Badge Sales 46140 Coffee Mug Sales 46200 Husky Puppies 46220 Seed Sales ADVERTISING REVENUE 46600 Meeting Planner Ad Sales TOTAL REVENUE

2010 Actual

2011 Amended Budget

16,884

2011 Actual

2012 Amended Budget

500

110 96 46 123 17 6 594

300 150 100 50 100 100 150

399 154 16 334 344 147 125

450 18,326

9,000 9,950

16,090 18,109

2012 Actuals

2013 Budget

2013 Amended Budget

2014 Proposed Budget

3,038

1,000

1,057 554 231 242 43 47 374

1,000

5,586

1,000

1,000

1,000

12,000 13,000

7,000 8,000

5,000 6,000

109


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Meetings and Conventions 2010 Amended Budget DIRECT MARKETING EXPENSE 60100 Production Create New Ad(s) - AFN Update Existing Ads - AFN Misc. Production (inc AFN) Pop-Ups Meeting Planners Production Golden Heart Greeters - AFN 60200 Media Placement - AFN Miscellaneous 61000 Collateral Material Meeting Planner Guide Bid Packet Components Upgrade Pop ups 2x AFN Printing AFN Printed Material Promotional DVD Miscellaneous Printed Material 61500 Website Development (new account in 2005) Housing & Inquiry - AFN 62000 Promo Merchandise Lapel Pins (5,000) <3000> Plastic Logo Carry Bags (5,000) Other huskies, hats, backpacks, mugs, etc.) Badge Holders (5000) <1000> Badge Inserts (10,000) <1002> Folders <1130> Pens <2500> Notepads (inc AFN) Items for Special Projects - AFN Items for Special Projects Events 63000 FAM Tours/Site Inspection In State Meeting Planner FAM (inc AFN) National Meeting Planner FAM Site Inspections 64000 Trade Shows Open Trade Shows Pre-Event Promotion 65000 Travel Sales Calls - Anchorage (inc AFN) Sales Calls - Juneau Trade Show/Sales Calls - Pacific NW AFN MPI International San Diego Bid Presentations/PreEvent Promotion DMAI or WACVB (DMAI was IACVB) Targeted Market Sales Calls ATIA 65500 Local Meetings Misc/Mileage/Chamber Lunches/Local Mtgs (inc AFN) 66000 Special Promotions Special Promotions (inc AFN) AFN (inc AFN) Convention Center Arctic Winter Games 66500 Research 67000 Event Hosting Meeting Planner Event - Fairbanks Meeting Planner Event - Anchorage AFN Reception Meeting Planner Event - Juneau Hosted receptions for local and state (AFN) 67500 Telephone Phone Charges 68000 Dues/Subscriptions HSMAI Dues Rotary Dues Ak State Chamber of Commerce DMAI dues WACVB MPI Dues AkHLA NASC Misc. Dues / CC Dues 69000 Mail Fulfillment Conventions Postage (inc AFN) Meeting Planner Direct Mail Mailing VG and Wtr Guides (moved in 2010) 69500 Direct Mail SUBTOTAL DIRECT MARKETING EXPENSE

12,000 6,000 500 4,500

2010 Actual

11,702

2011 Amended Budget

7,500 500 500

2011 Actual Budget

277

1,500 5,000 1,000 30,000 30,000 9,600

22,472 6,515

1,970 1,970 10,400 2,000

2012 Amended Budget

2012 Actual

500 500 500 0

4,793

2,500 2,500 15,000 9,000 500

2,288 18,605

2,000 1,000 3,000 3,000 6,000 4,000 2,000

17,574

4,900

14,373

13,450 2,500 1,400 2,500 750 300 1,500 1,000 1,000 1,000 1,500 8,000 3,000 3,000 2,000 3,100 3,100

17,416

3,100

0

12,940 2,600 2,000

10,232

22,275 5,200 3,600

7,899

385 315 150 11,400 8,000

500

500

500

500

2,500 2,500 6,000 4,000

20,500 20,500 8,000 2,000

17,000 11,000

19,783

28,950 5,000 1,500 10,700 700 300 1,750 2,000 3,000 3,000 1,000 6,400 3,000 3,000 400 1,000

27,950 5,000 1,500 8,700 700 300 1,750 2,000 3,000

1,000 23,950 7,000 3,700

1,000 19,650 6,950 3,700

3,500 22,950 7,000 3,700

5,000 8,400 2,000 6,000 400 3,500

4,000

2,500 1,840

5,475 2,000 2,000

5,000 2,250 2,000

4,000

5,000 2,250 1,000

4,000 4,000 21,000 1,000 20,000

4,000 4,000 8,000 1,000 7,000

4,000 4,000 19,500 2,000 7,500 10,000

20,000 23,500 6,500 6,000 7,500 1,500 2,000 2,400 2,400 2,582

19,000 33,500 6,500 6,000 7,500 1,500 12,000 2,400 2,400 2,582

10,000 20,000 7,500 7,000 1,500 2,000 2,000 2,400 2,400 2,941

420 240 623 184 450 315

420 240 623 184 450 315

516 360 750 200 450 315

350 8,600 600 3,000 5,000

350 5,600 600 5,000

350 8,600 600 3,000 5,000

153,382

166,082

147,741

5,847

15,693 5,000 2,000

13,882

14,810

1,971 1,720

2,511

1,826

1,996

385

4,326

3,400 105,224

4,419 12,000

22,000 6,000 4,000 1,500 1,500 9,000 2,400 2,400 2,631

25,229

1,845 1,916

420 240 623 183 500 315

863 183 415 315 350 7,400 4,000

4,000 4,000 12,000 2,000 5,000

1,000

5,000

15,250 4,750 3,000 2,500 3,000 2,000 3,010

127,928

1,468

28,950 5,000 1,500 10,700 700 300 1,750 2,000 3,000 3,000 1,000 8,400 2,000 6,000 400 1,000

4,000

2,984

6,191

19,321

2,000

4,000

4,000

31,706

26,700 4,000 1,250 9,700 700 300 1,750 1,000 2,000 4,000 2,000 3,000 3,000

5,000 1,000

2,000

4,000

2,956

3,400 143,390

6,500 6,000

4,000

8,693 14,300 2,000 2,800 5,000 2,500 2,000 3,010 3,010 2,420 200 240 570 185 375

500

4,000 5,500

24,600 3,500 1,100 2,500 1,000 1,500 12,000

2014 Proposed Budget

7,400 1,000

4,000 2,000

1,000 2,000 3,460 1,500 3,000 7,500 4,000 3,000 500

2013 Amended Budget

(500) 1,525

1,500

800 800 18,760 1,800 1,000 4,000 1,000

2013 Budget

85,066

350 10,940 1,500 5,440 4,000 123,946

10,428

117,305

110


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Meetings and Conventions 2010 Amended Budget

2011 Amended Budget

2010 Actual

2011 Actual Budget

2012 Amended Budget

2012 Actual

2013 Budget

2013 Amended Budget

2014 Proposed Budget

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits

142,836

129,042

142,853

158,766

165,924

157,758

152,034

152,034

155,884

SUBTOTAL PERSONNEL

142,836

129,042

142,853

158,766

165,924

157,758

152,034

152,034

155,884

8,415 5,115

7,429

7,552 5,032

7,438

7,251 4,731

6,128

8,137 6,537 1,600

8,137 6,537 1,600

7,932 6,324 1,608

549

1,300 750

INDIRECT MARKETING EXPENSES 76000 Computer Computer Maintenance Contract Simpleview Database InfoTrac Database InfoTrac Licenses & Annual Fee 78000 Education/Training ATIA DMAI or WACVB (DMAI was IACVB) Miscellaneous Educational Opportunities Organizational Database Training 79000 Equipment Rental Copiers Postage Machines Miscellaneous 80000 General Insurance General Liability/Dishonesty Bond/D & O 81500 Bank Fees (previously 88000) 83000 Professional Fees Audit/Legal Fees 84000 Rent/Storage Office Rent/Storage Units MTCVC 86000 Supply/Office Expense Office Supplies 88000 Reimbursable Expenses 89000 Other (Miscellaneous) Expenses Capital Outlay Software Purchases Hardware Purchases SUBTOTAL INDIRECT MARKETING

2,400 900 2,300 800

59

425

425 100

1,500 4,515

4,520

4,039

3,660 3,660 4,500 3,670 3,670 29,688 440 29,248 1,700 1,700

3,194

4,520 3,300

2,775

5,042 3,666 30,282

4,000 3,370 3,370 32,027

2,341

32,027 1,700

500

1,920 600 2,175

1,070

550

4,538 2,760 1,778

90000

GRAND TOTAL

1,920 600 525

(223) 3,305 32,602

2,208

1,625 3,204 1,428 1,776 3,000 3,000 3,570 3,570 34,632 444 34,188 1,800 1,800

2,812

3,336 1,548 1,788

549 3,336 1,548 1,788

550 3,336 1,548 1,788

2,955

3,300 3,300 120 3,600 3,600 35,916 444 35,472 2,000 2,000

3,300 3,300 120 3,600 3,600 35,916 444 35,472 2,000 2,000

3,480 3,480 120 3,600 3,600 36,024 444 35,580 2,000 2,000

500

500

150 3,353 34,669

2,118

500

500

2,200

58,549

56,909

57,458

1,100 58,992

333,611

362,325

375,574

362,617

58,971

56,527

2,200 59,694

52,569

4,838 3,338 1,500 60,970

345,197

313,497

307,771

296,401

350,840

5,294

100 1,100

111


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary Visitor Services 2010 Amended Budget MISCELLANEOUS PRIVATE SOURCE INCOME 48950 Cash Donations 40000 Yukon Quest Rent SPONSORSHIP REVENUE 48000 Tradeshow Booth Share EDUCATIONAL SERVICES REVENUE 43330 AK Host TOTAL REVENUE

2010 Actual

2011 Amended Budget

2011 Actual

2012 Amended Budget

2012 Actuals

2013 Budget

2013 Amended Budget

2014 Proposed Budget

10,430

10,428

10,430

10,428

10,430

10,428

10,430

10,430

10,430

500

191

300

300

300

400

300

300

400

300 11,230

90 10,709

100 10,830

50 10,778

300 11,030

85 10,913

300 11,030

300 11,030

300 11,130

112


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Visitors Services 2010 Amended Budget DIRECT MARKETING EXPENSES 60100 Production Walking Tour Japanese & German Walking Tour English Visitor In Your Own Town 60200 Media Placement (moved to AD &PR) 61000 Collateral Material Alaska Host Material Audio Walking Tour Replacement/Updates Comment Cards** Walking Tour English Walking Tours Translation Japanese & German 61500 Website Development 62000 Promo Merchandise 63000 FAM Tours/Site Inspection Visitor In Your Own Town Tour 64000 Trade Shows Fairbanks Outdoor Show Fairbanks Winter Show Anchorage Sportsman Show 65000 Travel Tok/Denali Satellite Upkeep ATIA Highway Neighbors AK Host Training IACVB or WACVB or other training Golden Heart Greeter Roundtable ANC Sportsman Show 65500 Local Meetings Misc/Mileage/Local Mtgs 66000 Special Promotions Tok Contract Tok Display Staff/Volunteer Uniforms Midnight Sun T-Shirts Yukon Quest FCVB Log Cabin CSP donation DTAMS/Pinkerton Program Ice Sculpture at MTCVC (shared expense) Misc. Special Promotions Visitor Guide Distribution in Anch 67000 Event Hosting Holidays at MTCVC 67500 Telephone Phone Charges 68000 Dues/Subscriptions DMAI dues WACVB Sam's Club Annual Membership Fee 68500 (800) Inquiry Service Inquiry Calls 69000 Mail Fulfillment/Postage Mail Fulfillment from Label Purchase Postage for Inquiry Call Mail outs SUBTOTAL DIRECT MARKETING

1,900 500 1,400 6,450 250 800 400

2010 Actual

2011 Amended Budget

2011 Actual

2,101

2,550 2,550

2,113

2,402

6,550 250 900 400

1,984

2012 Amended Budget

2012 Actual

2013 Budget

2013 Amended Budget

100

100

100

100

100

100

100

100

1,050 250 250 500

550 300 250

550 300 250

550 300 250

100 100 2,550 700 450 1,400 7,000 250 1,000 750

100 100 2,550 700 450 1,400 2,600 250 700

100 100 2,525 700 425 1,400 7,000 250 1,000 750

150 100 100 2,550 700 450 1,400 3,650 250 1,000 400

132

3,188

1,350

3,000 3,000 2,000 1,900 1,900 13,600 3,500 300 1,300

1,617 11,921

3,000 2,000 1,900 1,900 14,300 3,500 300 1,500

1,500 2,000

1,500

1,500 3,500 150 150 4,150 4,150 755 570 185

4,000 3,500 150 150 4,349 4,349 876 623 183 70 1,000 1,000 150,000 150,000

3,500 3,500 140,000 140,000 172,405

4,250 749

197 135,243

158,479

181,675

1,435 15,948

2,000 1,875 1,875 14,150 3,500 300 1,700 150 1,500

1,483 12,739

1,650 1,075 1,075 13,900 3,500 300 1,200 150 1,500

2,000 1,875 1,875 11,700 3,500 300 1,200 150 1,500

1,500 2,200 3,550 150 150 4,200 4,200 877 623 184 70 220 220 144,500

1,500 3,550 150 150 2,400 2,400 1,020 750 200 70 216 216 119,500

144,500 170,822

119,500 147,136

131,738

139,286

1,500 2,200 3,550 150 150 4,200 4,200 877 623 184 70 220 220 154,500

158,933

154,500 186,571

162,551

154,500 186,022

3,590 876

316

93 3,247 806

228

3,000

2,000 1,875 1,875 13,900 3,500 300 1,200 150 1,500

1,500 2,000 3,500 150 150 4,200 4,200 876 623 183 70 220 220 157,500

933

2014 Proposed Budget

113


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Visitors Services 2010 Amended Budget

2010 Actual

2011 Amended Budget

2011 Actual

2012 Amended Budget

2012 Actual

2013 Budget

2013 Amended Budget

2014 Proposed Budget

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits

294,149

280,154

306,269

305,219

285,819

280,792

307,315

307,315

306,337

SUBTOTAL PERSONNEL

294,149

280,154

306,269

305,219

285,819

280,792

307,315

307,315

306,337

4,983 4,983

4,784

4,600 4,600

4,599

4,899 4,599

5,480

8,137 6,537 1,600

8,137 6,537 1,600

7,932 6,324 1,608

1,400 800 350 250

1,128

800

795

538

1,450 800 350 300

4,538 2,760 1,778 3,660 3,660

4,514

1,950 800 350 300 500 3,336 1,548 1,788 3,300 3,300

3,336 1,548 1,788 3,300 3,300

1,950 800 350 300 500 3,336 1,548 1,788 3,480 3,480

3,600 3,600 35,916 444 35,472

3,600 3,600 35,916 444 35,472

3,600 3,600 36,024 444 35,580

INDIRECT MARKETING EXPENSES 76000 Computer Computer Maintenance Contract Simpleview Database Software Upgrades Memebership Database 78000 Education/Training CPR Training/First Aid ATIA Convention Staff Training IACVB or WACVB or other training 79000 Equipment Rental Copiers Postage Machines 80000 General Insurance General Liability/Dishonesty Bond 81500 Bank Fees 83000 Professional Fees Audit/Legal Fees 84000 Rent/Storage Office lease/Storage Units MTCVC 85000 Repair/Maintenance 86000 Supply/Office Expense Office Supplies Xerox excess printing charges 88000 Licenses and Taxes Property Taxes 89000 Other (Miscellaneous) Expenses 90000 Capital Outlay Software Purchases Hardware Purchases SUBTOTAL INDIRECT MARKETING GRAND TOTAL

3,670 3,670 29,688 440 29,248

3,194 247 3,666 30,281

2,500 2,500

2,671

3,400 3,400 500

4,205

350 250 200 4,520 2,740 1,780 3,300 3,300 3,370 3,370 32,027 440 31,587 2,500 2,110 390 4,205 4,205 500

4,191

2,775 19 3,305 32,620

300 1,450 800 350 300 3,235 1,447 1,788 3,000 3,000 3,570 3,570 34,632 444 34,188

2,812

2,955

3,353 34,679

3,363

2,580 2,580

2,777

2,600 2,600

2,600 2,600

2,600 2,600

4,181

4,135

4,182 4,182 500 750 150 600 637,711

4,182 4,182 100

63,789

4,182 4,182 500 750 150 600 64,271

63,204

507,132

557,608

541,908

516,677

54,339

54,690

55,822

56,098

4,181 4,181 500 6,855 4,855 2,000 64,902

520,893

493,322

543,766

520,250

537,292

250

7,061

114


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary Membership

2010 Amended Budget MEMBERSHIP REVENUE 41000 Basic Membership 41010 Nonprofit Membership 41030 DTA Joint Membership 41100 Airport Brochure Distribution 41120 Railroad Brochure Distribution 41130 Pioneer Park Brochure Distribution 41150 Additional Brochure Distribution 41210 Internet Listing/Link 41250 Convention Leads 41300 Convention Calendar 41350 Tourism Leads 41400 Vacancy Listing EDUCATIONAL SERVICES REVENUE 43000 Event Hosting Miscellaneous 43000 Event Hosting Charity Walk 43100 Membership Lunch MISCELLANEOUS SALE OF GOODS 44500 Labels TOTAL REVENUE

2010 Actual

70,000 2,100 10,500 5,000 2,200 2,000 2,550 3,000 600 550 1,000 3,000

57,100 2,400 12,425 5,460 2,150 1,990 2,450 2,625 1,060

2,300 4,000 1,400

2011 Acutal

2012 Amended Budget

2012 Actual

2013 Budget

2013 Amended Budget

2014 Proposed Budget

72,808 2,450 1,640 5,691 2,365 2,125 2,723 2,289 580 393 1,169 2,575

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

69,375 2,550 6,020 2,520 2,480 2,800 1,925 925 450 1,050 2,500

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

70,000 2,500

1,075 2,455

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

7,288 200 1,796

2,300 4,000 1,400

1,140 2,338

2,300 13,000 1,400

6,361 14,865 1,260

2,300 13,000 1,400

2,300 13,000 1,400

2,300 13,000 1,400

100,474

108,400

100,286

117,300

115,155

117,300

117,300

109,550

200 110,400

2011 Amended Budget

100

5,700 2,500 2,500 2,800 2,000 750 500 1,100 2,500

74

115


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Membership 2010 Amended Budget DIRECT MARKETING EXPENSES 60100 Production Membership Kit Production Miscellaneous Production 60200 Media Placement Sales/Membership Ads 61000 Collateral Material Membership Sales Kits Membership Promotional Material Membership Awards Membership Certificates Membership Logo Decals 62000 Promo Merchandise Promo Cordials for use by Membership 65000 Travel In-State Sales Calls/Sportshow Anchorage ATIA DMAI or WACVB 65500 Local Meetings Misc/Mileage/Chamber Lunches/Local Mtgs 66000 Special Promotions First Fridays Member Convention** Prospect Seminar/Orientations Golden Heart Greeter Program Special Opportunities ATIA Convention in Fairbanks 66500 Research 67000 Event Hosting Membership Luncheons Educational Seminars/Social Seminars Annual Awards Banquet Luncheon Speaker Member Lunch Coupons** Charity Walk** 67500 Telephone Phone Charges FCVB Website & E-Mail Hosting 68000 Dues/Subscriptions DMAI WACVB 68500 (800) Inquiry Service 69000 Mail Fulfillment/Postage Membership Mailouts/Miscellaneous SUBTOTAL DIRECT MARKETING

100 100 1,500 1,500 3,900 2,500

2011 Amended Budget

2010 Actual

45

1,938

800 250 350 0 5,500 1,500 800 3,200 900 900 14,000

2,403

1,161 8,332

14,000

11,700 2,500 0 8,100 500 600

8,427

1,050 1,050

1,233

2011 Actual

100 100 1,500 1,500 3,900 2,500 800 250 350 500 500 5,700 1,500 1,000 3,200 900 900 11,200 300 10,000 100 800

15,600 2,500 8,000 500 600 4,000 1,050 1,050

1,282

1,915

763 10,223

9,593

978

2012 Amended Budget

200 100 100 500 500 2,350 500 400 800 250 400 500 500 5,700 1,500 1,000 3,200 900 900 10,825 300 9,100 125 800 500

23,200 3,000 400 6,700 100 13,000 1,200 1,200

2012 Actuals

634

2,241

281 11,594

24,848

1,094

2013 Budget

2013 Amended Budget

2014 Proposed Budget

200 100 100 1,500 1,500 3,350 1,500 400 800 250 400 500 500 5,700 1,500 1,000 3,200 900 900 11,750 300 10,000 150 800 500

200 100 100 1,500 1,500 3,350 1,500 400 800 250 400 500 500 3,275 1,500 1,000 775 400 400 14,175 300 12,425 150 800 500

200 100 100 1,500 1,500 3,350 1,500 400 800 250 400 500 500 5,700 1,500 1,000 3,200 900 900 11,750 300 10,000 150 800 500

24,500 3,000 400 8,000 100

23,500 3,000 400 7,000 100

24,500 3,000 400 8,000 100

13,000 1,200 1,200

13,000 1,200 1,200

13,000 1,200 1,200

749

1,561 1,193 368

806

806 623 183

806

808 624 184

808 624 184

950 750 200

2,735

1,605

2,025

27,165

1,700 1,700 47,881

43,523

2,000 2,000 52,408

2,000 2,000 50,908

1,500 1,500 52,050

1,500 1,500 40,150

27,023

1,700 1,700 43,711

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits

41,221

43,439

43,261

48,363

48,118

43,460

39,470

39,470

40,441

SUBTOTAL PERSONNEL

41,221

43,439

43,261

48,363

48,118

43,460

39,470

39,470

40,441

116


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Membership 2010 Amended Budget INDIRECT MARKETING EXPENSES 76000 Computer Computer Maintenance Contract Software upgrades Simpleview Database Membership Manager Upgrades/Support 78000 Education/Training ATIA DMAI or WACVB 79000 Equipment Rental Copiers Postage Machines 80000 General Insurance General Liability/Dishonesty Bond/D & O 81500 Bank Fees Credit Card Merchant Service Charge 83000 Professional Fees Audit/Legal Fees 84000 Rent/Storage Administration Office Rental/Storage Units Morris Thompson Cultural & Visitors Center 86000 Supply/Office Expense Office Supplies Xerox excess printing charges 89000 Other (Miscellaneous) Expenses 90000 Capital Outlay Hardware Purchases Software Purchases SUBTOTAL INDIRECT MARKETING GRAND TOTAL

7,032 4,983

2,049 750 350 400 4,538 2,760 1,778 3,660 3,660 2,000 2,000 3,670 3,670 29,688 440 29,248 2,000 2,000

2010 Actual

6,267

733

4,515

2011 Amended Budget

6,666 4,600

2,066 350 350

500 1,600 1,600

150

4,520 2,740 1,780 3,300 3,300 4,000 4,000 3,370 3,370 32,027 440 31,587 2,000 1,610 390 500

55,438

55,023

56,733

136,809

125,485

143,705

3,194 4,156 3,666 30,282

2,061

2012 Amended Budget

2011 Actual

6,505

6,549 4,599 150 1,800 450 350 100 3,204 1,428 1,776 3,000 3,000 4,000 4,000 3,570 3,570 34,620 432 34,188 2,040 2,040

350

4,039

2,775 3,417 3,305 32,601

2,133

50

2012 Actuals

5,953

450

2,812

2,955 2,818 3,353 34,669

2,314

2013 Budget

2013 Amended Budget

2014 Proposed Budget

8,137 6,537

8,137 6,537

7,932 6,324

1,600

1,600

1,608

750 350 400 3,336 1,548 1,788 3,300 3,300 4,000 4,000 3,600 3,600 35,916 444 35,472 2,040 2,040

750 350 400 3,336 1,548 1,788 3,300 3,300 4,000 4,000 3,600 3,600 35,916 444 35,472 2,040 2,040

750 350 400 3,336 1,548 1,788 3,480 3,480 4,000 4,000 3,600 3,600 36,024 444 35,580 2,040 2,040

500 8,188

15 5,039

500

500

100 1,600 1,600

55,175

8,188 66,121

60,379

61,579

61,579

62,862

130,703

162,120

147,362

153,457

151,957

155,353

\

117


Fairbanks Convention and Visitors Bureau 2014 Revenue Summary

HOTEL/MOTEL BED TAX 31000 Fairbanks City Bed Tax Funds 31500 North Pole City Bed Tax Funds 33000 FNSB Bed Tax Grant MISCELLANEOUS PRIVATE SOURCE INCOME 32500 Frontier Sponsership (SCASD refund) 37000 FAI Marketing Grant 48100 Interest 48900 Other 40000 Yukon Quest Lease Agreement FUND BALANCE RESERVE 00000 From Fund Balance MEMBERSHIP REVENUE 41000 Basic Membership 41010 Nonprofit Membership 41030 DTA Joint Membership 41100 Airport Brochure Distribution 41120 Railroad Brochure Distribution 41130 Pioneer Park Distribution 41150 Additional Brochure Distribution 41210 Internet Listing/Link 41250 Convention Leads 41300 Convention Calendar 41350 Tourism Leads 41400 Vacancy Listing SPONSORSHIP REVENUE 48000 Tradeshow Booth Share 42000 Co-Op Ad Sales EDUCATIONAL SERVICES REVENUE 43000 Event Hosting Miscellaneous 43100 Membership Lunch 43300 AK Host MISCELLANEOUS SALE OF GOODS 44500 Labels 46000 Miscellaneous Sale of Goods 46100 Pin Sales 46110 Bag Sales 46120 Folder Sales 46130 Badge Sales 46140 Coffee Mug Sales 46200 Husky Puppies 46220 Seed Sales ADVERTISING REVENUE 46700 Visitor Guide Ad Sales 41450 Visitor Guide Narrative 41500 Visitor Guide Multiple Listing 46500 Group Tour Manual 46510 Winter Activities Guide Ads 46600 Meeting Planner Ad Sales 46800 Banner Advertising TOTAL REVENUE

2010 Amended Budget

2010 Actual

1,498,481

1,488,319

1,001,000

1,115,801

2011 Amended Budget 1,539,195 4,500 1,014,000

10,430 269,962

1,519,149 4,237 958,976

2012 Amended Budget

2012 Actuals

2013 Budget

2013 Amended Budget

2014 Proposed Budget

1,542,175 4,377 1,111,500

1,540,706 3,696 1,216,550

1,592,175 4,377 1,132,000

1,592,175 4,377 1,132,000

1,592,175 4,377 1,130,000

20,965 30,000 108

15,000

15,000

15,000

15,000

15,000

10,430

10,428

10,430

311 10,428

10,430

10,430

10,430

147,637

92,249

381,543

126,116

194,941

200,804

185,171

72,808 2,450 1,640 5,691 2,365 2,125 2,723 2,289 580 393 1,169 2,575

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

69,375 2,550 6,020 2,520 2,480 2,800 1,925 925 450 1,050 2,500

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

70,000 2,500 5,700 2,500 2,500 2,800 2,000 750 500 1,100 2,500

15,000 3 4,000 10,428

2011 Actual

70,000 2,100 10,500 5,000 2,200 2,000 2,550 3,000 600 550 1,000 3,000

57,100 2,400 12,425 5,460 2,150 1,990 2,450 2,625 1,060 1,075 2,455

70,000 1,900 10,000 5,100 2,100 2,000 2,500 2,500 500 500 1,000 2,500

500 5,000

1,404 5,141

300 5,000

650

300 5,000

4,360 450

300 5,000

300 5,000

4,500 5,000

6,300 1,400 300

24,372 1,796 90

6,300 1,400 100

1,640 2,338 50

15,300 1,400 300

24,264 1,260 85

15,300 1,400 300

15,300 1,400 300

15,300 1,400 300

110 96 46 123 17 6 594

100 300 150 100 50 100 100 150

399 154 16 334 344 147 125

1,000

1,000

1,000

1,000

78,992 16,299 5,031 550 3,100 450

80,000 12,000 10,000

70,294 10,549 10,742

80,000 12,000 10,000

2,725 16,090

92,957 12,573 15,217 1,600 2,700

80,000 12,000 10,000

2,000 9,000

80,000 12,000 10,000 1,000 2,000

2,000 12,000

2,000 7,000

80,000 12,000 10,000 1,000 2,750 5,000

2,847,958

2,958,512

2,849,517

3,293,925

3,163,490

3,188,823

3,189,686

3,168,253

200

80,000 12,000 10,000 2,000

3,000,073

74 1,057 554 231 242 43 47 374

118


Fairbanks Convention and Visitors Bureau 2014 Expense Budget Summary 2010 Amended Budget DIRECT MARKETING EXPENSES 60100 Production 60200 Media Placement 61000 Collateral Material 61500 Website Development 62000 Promo Merchandise 63000 FAM/Site Visits 64000 Trade Shows 65000 Travel 65500 Local Meetings 66000 Special Promotions 66800 International Marketing 66500 Research 67000 Event Hosting 67500 Telephone 68000 Dues/Subscriptions 68500 (800) Inquiry Service 69000 Mail Fulfillment/Postage 69500 Direct Mail Subtotal Direct Marketing PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits Subtotal Personnel INDIRECT MARKETING EXPENSES 76000 Computer 78000 Education/Training 79000 Equipment Rental 80000 General Insurance 81000 Interest/Finance Charge 81500 Bank Card Fees 83000 Professional Fees 84000 Rent/Storage 86000 Supply/Office Expense 88000 Licenses & Taxes 89000 Other (Miscellaneous) Expenses 90000 Capital Outlay Subtotal Indirect Marketing GRAND TOTAL

32,600 500,371 172,650 50,800 21,960 31,000 37,600 94,250 8,200 93,300 55,000 25,000 26,150 18,080 13,940 3,500 207,400 22,890 1,414,691

1,227,135

2010 Actual

23,631 461,673 120,142 25,331 19,028 22,873 43,822 84,523 7,578 60,091 29,447 40,133 15,499 12,161 273 202,518 15,317 1,184,038

1,170,555

2011 Amended Budget

2011 Actual

7,049 498,898 129,723 32,524 19,119 33,390 42,466 76,493 10,933 102,704 49,079

2012 Amended Budget

2013 Amended Budget

2014 Proposed Budget

2012 Actual

2013 Budget

4,276 476,134 196,287 14,324 21,656 32,208 38,053 87,182 13,078 117,609 52,162 38,060 78,802 14,576 11,750 425 248,828 20,789 1,466,199

31,300 501,750 161,300 41,200 32,400 40,450 45,025 107,900 10,475 93,000 54,700 20,000 48,150 16,520 14,370 440 232,700 16,000 1,467,680

40,150 519,750 170,450 26,200 33,670 38,450 45,025 99,275 9,175 75,355 52,700 19,000 57,150 16,520 14,370 440 233,375 22,890 1,473,945

33,000 499,250 178,650 26,200 32,560 45,750 52,350 104,450 11,475 77,350 54,000 10,000 47,650 16,200 15,141 504 197,600 16,000 1,418,130

18,600 487,470 164,100 50,200 16,000 30,000 44,940 98,990 9,500 108,160 55,000 6,000 31,000 15,957 13,460 1,100 221,300 16,000 1,387,777

25,473 12,983 11,230 382 185,607 15,516 1,253,569

36,700 500,750 178,100 23,000 32,550 34,500 38,250 107,275 12,495 129,578 53,800 54,060 74,350 15,860 13,815 320 262,424 22,100 1,589,927

1,221,887

1,209,006

1,284,760

1,265,340

1,308,635

1,308,635

1,332,099

1,227,135

1,170,555

1,221,887

1,209,006

1,284,760

1,265,340

1,308,635

1,308,635

1,332,099

38,062 8,475 27,228 21,960

36,191 5,184 27,088 19,164

35,951 4,560 27,120 19,800

36,380 3,555 24,388 16,648

36,656 11,185 19,255 18,000

36,510 5,358 16,871 18,109

8,660 23,270 178,172 13,700 31,310 3,000 11,300 365,137

13,601 22,195 181,727 17,336 36,477 195

7,436 20,214 195,623 17,491 36,622 300

359,158

11,900 21,998 192,208 13,700 36,377 3,000 3,199 369,813

358,657

7,900 21,750 207,756 14,400 37,456 3,000 41,880 419,238

10,504 20,919 208,026 16,126 36,894 41 32,894 402,251

52,314 9,035 20,016 19,800 2,500 9,420 21,900 215,496 15,020 37,457 3,000 6,550 412,508

52,314 8,633 20,016 19,800 2,500 9,420 21,900 215,496 15,020 37,457 3,000 6,550 412,106

52,118 10,025 20,016 20,880 3,284 10,320 22,400 216,144 15,440 37,997 600 8,800 418,024

3,006,963

2,713,751

2,979,477

2,821,232

3,293,925

3,133,790

3,188,823

3,194,686

3,168,253

119


Fairbanks Convention and Visitors Bureau 2014 Proposed Expense Budget 2014 Budget by Department Admin Dept. DIRECT MARKETING EXPENSES 60100 Production 60200 Media Placement 61000 Collateral Material 61500 Website Development 62000 Promo Merchandise 63000 FAMs/Site Visits/Press Tours 64000 Trade Shows 65000 Travel 65500 Local Meetings 66000 Special Promotions 66800 International Marketing 66500 Research 67000 Event Hosting 67500 Telephone 68000 Dues/Subscriptions 68500 (800) Inquiry Service 69000 Mail Fulfillment/Postage 69500 Direct Mail Subtotal Direct Marketing

300

Mem Dept.

200 1,500 3,350

Adv and PR Dept.

2014 Tourism Dept.

Visitor Svs Dept.

8,600 147,741

189,282

147,136

310,163

155,884

163,291

306,337

1,332,099

1,308,635

1,308,635

40,441

310,163

155,884

163,291

306,337

1,332,099

1,308,635

1,308,635

7,932 750 3,336 3,480

8,724 2,600 3,336 3,480

7,932 1,300 3,336 3,480

8,724 1,050 3,336 3,480

7,932 1,950 3,336 3,480

4,000 3,600 36,024 2,040

3,600 36,024 2,200

120 3,600 36,024 2,000

3,600 36,024 1,800

100 1,600 62,862

100 3,500 63,564

100 1,100 58,992

100 1,100 59,214

3,600 36,024 2,600 4,182 100 63,204

52,118 10,025 20,016 20,880 3,284 10,320 22,400 216,144 15,440 37,997 600 8,800 418,024

52,314 9,035 20,016 19,800 2,500 9,420 21,900 215,496 15,020 37,457 3,000 6,550 412,508

52,314 8,633 20,016 19,800 2,500 9,420 21,900 215,496 15,020 37,457 3,000 6,550 412,106

155,353

1,212,733

362,617

411,787

516,677

3,168,253

3,188,823

3,194,686

3,000 2,400 1,855

24,500 1,200 950

2,000

1,500

42,915

PERSONNEL EXPENSES 50000 Wages/Taxes/Benefits

52,050

3,000 2,125 156 48,000 16,000 839,006

355,983

40,441

Subtotal Personnel

355,983

INDIRECT MARKETING EXPENSES 76000 Computer 78000 Education/Training 79000 Equipment Rental 80000 General Insurance 81000 Interest/Finance Charge 81500 Bank Fees 83000 Professional Fees 84000 Rent/Storage 86000 Supply/Office Expense 88000 Licenses and Taxes 89000 Other (Misc) Expenses 90000 Capital Outlay Subtotal Indirect Marketing

10,874 2,375 3,336 3,480 3,284 6,200 4,400 36,024 4,800 33,815 100 1,500 110,188

GRAND TOTAL

509,086

100

17,000

15,250

550

27,950 8,400 3,500 22,950 4,000 19,500

1,000 9,450 35,000 37,000 1,400 4,300 54,000

100 2,525 7,000 1,875 11,700

Amended Budget

150 2,400 1,020 216 119,500

5,700 900 11,750

2,700

2013 2013 Budget

4,800 6,250 132 18,000

500

500

PROPOSED BUDGET

33,000 499,250 178,650 26,200 32,560 45,750 52,350 104,450 11,475 77,350 54,000 10,000 47,650 16,200 15,141 504 197,600 16,000 1,418,130

1,110 850 2,700 16,400 1,200 11,100

29,500 497,750 142,200 26,200 2,000 26,950 8,625 15,400 2,100 19,000

Mtgs & Conv Dept.

10,000 20,000 2,400 2,941

31,300 501,750 161,300 41,200 32,400 40,450 45,025 107,900 10,475 93,000 54,700 20,000 48,150 16,520 14,370 440 232,700 16,000 1,467,680

40,150 519,750 170,450 26,200 33,670 38,450 45,025 99,275 9,175 75,355 52,700 19,000 57,150 16,520 14,370 440 233,375 22,890 1,473,945

120

2014 Strategic Plan