Partnership Guide

VISIT ESTES PARK

PARTNERSHIP SERVICES GUIDE

VISIT ESTES PARK VisitEstesPark.com/Partners community@visitestespark.com 970-586-0500

#VisitEstesPark

SERVICES GUIDE

Partner with Visit Estes Park Visit Estes Park tourism partners have access to complimentary services without paying annual dues or membership fees. This partnership model allows us to tell the complete story of the destination brand without being limited to a membership roster.

To be eligible to participate in Visit Estes Park partnership, a business must: Be a tourism business, defined as a business whose primary customer base is from the tourism industry (includes attractions, food and beverage, lodging, retail, transportation) Be open to the public, unless otherwise approved by Visit Estes Park Operate at a single physical location within the Estes Park Local Marketing District* Have a valid Estes Park business license** Comply with the terms of Visit Estes Park’s policies, as well as the local, state and federal laws and regulations

*Physical Location Exception: Outdoor Recreation - For some recreational businesses like river rafting and guided tours, there is not a physical location within district boundaries yet there is a demand for this activity by our guests. In these cases, companies without an in-District physical location may participate in Visit Estes Park partnership.

Other businesses that offer an in-demand, out-of-district guest experience. Requests will be evaluated on a case-by-case basis.

**Business License Exception If a business operates exclusively within Rocky Mountain National Park, an Estes Park business license is not required. If any pick-ups/drop-offs or other business happens within Town limits, a business license is required. Learn more about Estes Park business licensing here.

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About Visit Estes Park MISSION As the official Destination Marketing Organization for Estes Park, Visit Estes Park’s mission is to nurture visitor reverence of our vibrant mountain town for business success, environmental sustainability and community harmony.

VISION Our vision is to be a year-round, family-friendly tourism and event destination that supports our vibrant mountain town with a balance of financial success, positive and memorable experiences for guests and a meaningful quality of life for our community.

NUTURE VISITOR REVERENCE

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SERVICES GUIDE

Why Partner with Visit Estes Park?

DATA FROM 2023 WEBSITE 4.8 million pageviews 1.9 million users 1.6 million engaged sessions Top viewed pages: Home page, Events Calendar, Things to Do, Lodging, Rocky Mountain National Park, Restaurants

CONSUMER ENEWSLETTER 70K+ subscribers 30%+ open rate

LODGING REFERRAL ENGINE 459, 737 searches within Visit Estes Park's engine 401, 421 referrals sent to stakeholder booking engines $5.7 millions estimated booking revenue referred, based on a global conversion rate, referrals sent, average daily rate and the average length of stay

SOCIAL MEDIA 187K+ followers 101K+ followers

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SERVICES GUIDE

Partner Benefits WEBSITE LISTINGS Visit Estes Park Partners receive one complimentary listing on VisitEstesPark.com, with the opportunity to amplify their listing presence.

There are three listing tiers: standard, enhanced and featured. Enhanced and featured listings are part of our web advertising program with Destination Travel Network (DTN).

Please see the Advertising section below for more information.

LISTING BENEFITS

STANDARD

ENHANCED

FEATURED

FREE

Contact DTN for pricing

Contact DTN for pricing

Business Name & Address

X

X

X

Phone number & Email address

X

X

X

Events Calendar

X

X

X

Special Offers

X

X

X

Amenities

X

X

X

Access to OLIVE

X

X

X

Social Media Links

X

X

X

Link to Website

Only included on Listing Detail Page

Included on Listing Index and Detail

Included on Listing Index and Detail

Description

Up to 50 words

No Limit

No Limit

Imagery

1 photo

No Limit

No Limit

X

X

Middle

Top of the Page

TripAdvisor Profile

Sort Order

5

Lowest

SERVICES GUIDE

Partner Benefits EVENTS & SPECIAL OFFERS Increase your exposure on VisitEstesPark.com by adding special offers and events!

Our Events Calendar is one of our top viewed pages on the site. Events added to our site are included in monthly event articles, local publications, event campaigns and other original content.

Our Special Offers page promotes weekly, seasonal and one-off deals and discounts. Offers are then promoted in seasonal event campaigns, posters, pitches to the media and original content.

ANNUAL PHOTOSHOOT Capture what makes your business unique by setting up a photo shoot with Visit Estes Park’s staff photographer. The photos will be available to you and to Visit Estes Park for marketing.

Partners are responsible for providing their own models for the photoshoot if needed.

Complete the Photoshoot Request Form.

EMAIL COMMUNICATIONS Receive monthly e-newsletters with updates, data, marketing opportunities, how to get involved and other resources for your business.

EDUCATION & NETWORKING OPPORTUNITIES Each year, we host opportunities for our partners to connect with each other and the Visit Estes Park team. Whether it’s an educational workshop, roundtable or Visit Estes Park Board meeting, we invite you to learn about industry trends and connect with your peers. Or set up a meeting with our team anytime to ask questions and share updates.

VISITOR CENTER KIOSK EXPOSURE Visit Estes Park’s digital kiosk, located in the Estes Park Visitor Center, provides an opportunity for visitors to view your listings, events and special offers that pull directly from our website. Work with us to keep your listing information accurate and up-to-date!

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SERVICES GUIDE

Partner Benefits BOOK › DIRECT REFERRALS The Book › Direct search widget enables visitors to enter their travel dates on VisitEstesPark.com and search for any lodging property within Estes Park. All lodging partners in the Estes Park Local Marketing District receive a complimentary listing on the Book › Direct site, which includes live rate and availability content.

OLIVE PARTNER PORTAL OLIVE (Online Link Into Visit Estes) will allow anyone with an account to: Update website listings Post on our events calendar Create special offers Add lodging packages Access industry resources Create new contacts And more!

Log in here: VisitEstesPark.com/Olive If you have any questions or want to set up an OLIVE training for your team, email community@visitestespark.com.

PARTNER RESOURCES Visit Estes Park’s website is a great resource for visitors, and also for our partners! In addition to providing materials on OLIVE, we’ll also update our website for easily accessible and timely information.

Check it out here: VisitEstesPark.com/Partners

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SERVICES GUIDE

Lodging Occupancy POST OCCUPANCY IN OLIVE Visit Estes Park, through OLIVE, collects RevPAR, ADR and occupancy numbers.

Participating will allow you to set room prices strategically to maximize revenue, and it will allow us to adjust marketing spend to promote overnight stays based on projected occupancy.

Importantly, all data is kept strictly confidential.

With this data: Lodging properties can compare their information with the results of all participants to determine if they are over or under-pricing rooms.

Occupancy metrics allow lodging properties to see peak and need times based on current data.

VEP staff can proactively adjust advertising to market the destination most effectively.

Contributing your data will help your property be more competitive and allow VEP to reallocate advertising dollars to help fill rooms when staff may otherwise be unaware of the need.

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PARTNERSHIP

Advertising Opportunities WEB ADVERTISING Visit Estes Park partners with Destination Travel Network (DTN) to provide web advertising opportunities on VisitEstesPark.com. DTN helps deliver your message to an audience of highly qualified visitors who are ready to spend, highlight the special value that makes you unique in your market, keep your business top-of-mind throughout the visitor's trip-planning and research journey, move visitors to book or buy on your website, provide insights for informed decision making.

With a limited number of featured listings available in each listing category, an annual lottery determines which businesses receive the option to purchase featured listings. Our team will communicate lottery updates via email.

VISITORS GUIDE ADVERTISING Visit Estes Park partners with Estes Park Vacationland, a GuestGuide Publication, to produce Estes Park’s official visitor guide. The partnership provides both in-market and planning guests with the information they need to have the best experience possible while in town.

Estes Park Vacationland features a restaurant guide, maps of Rocky Mountain National Park and Downtown Estes Park, and many more tips on where to go and what to do.

For more information about advertising in Estes Park Vacationland, contact Susie Masterson at susie@guestguidepublications.com.

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SERVICES GUIDE

Marketing & PR Opportunities BEYOND EVENT PROGRAM Estes Park’s festivals and events alone draw tens of thousands of people into town. The Beyond Event program is a collaboration between Visit Estes Park, the Estes Chamber of Commerce and the Town of Estes Park to help drive event attendees into our local businesses while they’re here.

We invite businesses to submit special offers, lodging packages and events specific to event campaigns. Offers will be featured on a dedicated VisitEstesPark.com page, which will be shared with guests through event posters, Visit Estes Park blog articles, social media channels, and in special pitches to the media for news coverage. Questions? Read our FAQs.

BLOG ARTICLES Visit Estes Park’s marketing team creates original content to share with visitors. Keep us upto-date on your latest offerings for a chance to be featured in an upcoming article. Or pitch a guest blog to our team for a chance to have your blog published on our website!

SOCIAL MEDIA Connect with Visit Estes Park on social media! Share your content with us, or share our content with your guests.

Where to Find Us Facebook - @VisitEstesPark Instagram - @VisitEstesPark TikTok - @VisitEstesPark Twitter - @VisitEstesPark

EARNED MEDIA Members of the media often request images, copy or quotes about specific businesses, or types of businesses, for inclusion in the content they are creating.

Look for requests for information in your inbox. Your submissions will be given to the media for consideration. The more information we know about your business, the better we can help connect you with the right opportunities.

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SERVICES GUIDE

Marketing & PR Opportunities FAM TOURS Familiarization tours (FAMs), or press trips, are tours that Visit Estes Park organizes and hosts for journalists, freelancers, influencers and travel trade partners (existing and potential). Tours are guided experiences and usually include lodging, dining and activities. The trips are either customized to participants’ journalistic focus or a particular theme or campaign Visit Estes Park is promoting. FAMs are hosted in partnership with participating partners to increase exposure of Estes Park in national and international media.

INDIVIDUAL & GROUP MEDIA FAM TRIPS Visit Estes Park hosts FAMs for groups and individual journalists, bloggers, and social influencers from target markets, thus generating potentially significant media coverage for the Estes Park area. Media outlets include print and digital publications.

INTERNATIONAL MEDIA FAM TRIPS Visit Estes Park hosts media FAMs for groups and individuals from international target markets if they have confirmed assignments. Their visits often result in powerful international media exposure for the Estes Park area through both print and digital channels.

INTERNATIONAL TRADE FAM TRIPS Visit Estes Park hosts international tour operators and product planners from target markets on a group and individual basis. These trips are coordinated to highlight itineraries that will assist our tour operators and product planners in developing Estes Park products to sell within their markets. Trade FAMs give participants a first-hand experience of what local partners offer, which aids in developing and selling local products and services to their consumers.

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SERVICES GUIDE

Sales & Service Lead Opportunities Visit Estes Park fields requests through our website and industry partners. Events range from conferences and corporate offsites to weddings and reunions. When a request for proposal (RFP) comes in, we connect with the meeting planner directly and share their event details with our local partners. Once we’ve collected proposals and brochures from our partners, we respond to the meeting planner and encourage them to reach out directly to those businesses.

Visit Estes Park Partners may view and respond to RFPs by logging into their OLIVE account. Please reach out to Visit Estes Park staff for login credentials or to set up an OLIVE training session.

Sponsorship

Visit Estes Park seeks to support local events and projects that will benefit and enhance our community while encouraging visitation to the Estes Valley.

Sponsorships will be awarded to businesses and organizations whose projects align with Visit Estes Park’s mission to drive sustainable year-round economic growth and add to the variety of experiences offered to visitors.

Fill out the sponsorship application form at VisitEstesPark.com/Sponsorship. For consideration, please fill out the form at least 90 days prior to the event.

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SERVICES GUIDE

Contact Stay engaged with our team! We want to hear what’s new, how your business is doing, ideas you have for destination marketing and what we can do to help.

Reach out to any of us, and we'll be happy to chat or set up an appointment.

STAFF DIRECTORY Administration Mike Zumbaugh, Interim CEO and CFO mike@visitestespark.com Community Relations Cindy Mackin, Chief Strategy Officer, cindy@visitestespark.com Rebecca D. Gelsinger, Operations Director, rebecca@visitestespark.com Dana Paiement, Destination Development Director, dana@visitestespark.com Rachel Ward Oppermann, Advocacy & Sustainability Director rachel@visitestespark.com Marketing Heidi Barfels, CMO heidi@visitestespark.com Kendall Akin, Creative Manager kendall@visitestespark.com John Berry, Photographer john@visitestpark.com Claire Molle, Communications Manager claire@visitestespark.com

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