Transcript 2003 Marketing Plan Presented by: Breckenridge Resort

2005 Marketing Plan
Presented by: Breckenridge Resort
Chamber (BRC)
Executive Summary
BRC efforts will follow these guidelines:
Maintain the following weighting of resources:
> 60% – Market the Experience of Breckenridge
> 30% – Manage the Guest Experience
> 10% – Community Partnerships
Target resources to a split between winter (50%) and summer (50%).
Target about 80% of resources to out-of-state business and about
20% to in-state business during the winter, and 75% to out-ofstate and 25% to in-state during the summer.
Executive Summary

For out-of-state spending, continue to focus dollars in current markets
with greater frequency rather than trying to be in more markets with less
frequency.

The key target markets for BRC marketing are: Houston, Dallas, Miami, Ft.
Lauderdale, Chicago, Kansas City, Omaha, Oklahoma and Colorado.
•
Continue to work with TOB, BSR, BCR and the community to market
Breckenridge.
•
The BRC’s in-house Marketing Department continues to track national
vacation and ski industry trends in order to predict and react to change.
Main Objectives
MARKETING THE EXPERIENCE (60%)
COMPONENTS:
• Breckenridge Experience: image of town and Ski Resort, events,
activities (including expanded promotions for biking and crosscountry skiing), branding
• Customer Relationship Management: marketing to repeat
customers, developing databases
• Partnership Development: business partners, leveraging financial
contributions, developing new partners
Main Objectives
MARKETING THE EXPERIENCE continued…
EVALUATION CRITERIA:
• Grow from 300 million to 316 million marketing impressions while
increasing responses from impressions.
• Increase Web user sessions on all sites by 15%.
 From 641,000 (2004 est.) to 740,000.
• Generate $4,935,220 of BCR revenue, 45,819 annual phone calls.
 The 2004/05 estimated phone volume represents a 10% decrease from
2003/04, offset by an increase in Web visitation.
• Increase database from 200,000 records (est. 2004 total) to 320,000 a 60% increase.
• Grow lodging sales tax figures by 4% in 2005.
• Leverage a $1 million marketing budget to $7.3 million.
Main Objectives
MANAGING THE GUEST EXPERIENCE (30%)
COMPONENTS:
• Special Events: marketable appeal, enhance attendance,
coordinate with other event organizers
• Visitor Information: BRC Info Centers, vacation planner, town
maps, local marketing efforts
• In-Town Promotions: local campaigns, event promotions,
value-added programs
EVALUATION CRITERIA:
• Maintain repeat guest numbers at 66 % of visitors.
• Increase town restaurant and retail sales tax figures by 3% in
2005.
• Increase consumer participation in value programs such as
the Way to Go Breck card from 2004.
• Assess the Breckenridge specific research for guest feedback
on their experiences.
Main Objectives
COMMUNITY PARTNERSHIPS (10%)
COMPONENTS:
• Communication with businesses: education programs,
research, reports, event information, business opportunities
• Increasing Business Participation: leveraging dollars,
developing dollars, co-ops, sponsorships, segment meetings
EVALUATION CRITERIA:
• Increase business participation.
• Develop a measuring tool, a “report card” for marketing
efficiency.
• Event feedback from the community.
Market Segments
2nd HO
Local
3.7%
Day
5.2%
Visitation & Proposed Total Spend
2nd HO
Local
2%
Day Intern'l
3%
3%
Int'l
6.8%
CO o/n
15.5%
CO o/n
18%
OOS
68.3%
Visitor Profile by Segment
OOS
73%
Proposed 2004
Marketing
Expenditures
Business Environment
Key findings
• The economy is looking positive and jobless rates are
decreasing, which will directly impact travel trends.
• It appears that all market segments of travel (leisure,
conference, group and international) will either stay flat or
slightly increase in 2005.
• In addition, slight increases in average room rates and airfare
are expected.
• Cost of doing business will also rise, as media and printing costs
are expected to increase.
Business Environment
• An improving job market and low inflation are major
contributing factors to this optimism forecasted by
economists.
• Job market growth is expected to continue in 2005.
Travel Industry Trends
• Lodging demand is rising slowly for high-end rooms.
• One-third of all travel was booked online in 2003.
• Special Events and festivals continue to be a consistent draw
for many visitors planning trips.
Sales Department Plan
Goals:
Marketing the Guest Experience:
• Increase revenue by promoting messages such as the historic
town, events, packages, activities and the role of the
Breckenridge Convention and Visitors Bureau (BCVB) to
consumers, travel agents, meeting planners and group
leaders.
Managing the Guest Experience:
• To provide a positive experience for wedding, reunion,
corporate and leisure group planners in order to maintain
and drive more repeat group business to Breckenridge.
Community Partnerships:
• To involve the businesses, Town of Breckenridge and nonprofit organizations in order to grow group business and
improve their guest experience.
Special Events Plan
Goals:
Marketing the Guest Experience:
• To utilize sponsors to generate revenues and develop
marketing programs that connect events to target markets
through sponsor resources.
Managing the Guest Experience:
• To increase intent to return by providing an enhanced event
experience through event development and streamlined
operations.
Community Partnerships:
• To develop programs that benefit the membership through
active participation in events.
Public Relations Plan
Goals:
Marketing the Guest Experience:
• Increase media coverage through improved relationships and
valuable media familiarization trips to Breckenridge.
Managing the Guest Experience:
• Utilize local media editorial, the community and BRC
collateral to communicate and disperse information to
existing guests (before and after they’ve arrived).
Community Partnerships:
• Provide a conduit of information for the community by means
of regular updates through the media and businesses.
Advertising and Promotions
Goals:
Marketing the Guest Experience:
• Increase visitation by first-time and repeat guests that will impact
lodging revenue and sales tax for Breckenridge.
Managing the Guest Experience:
• To capitalize on in-town promotions that impact retail and restaurant
tax and community participation.
Community Partnerships:
• To utilize community partnerships as a collective wave covering all
promotional and advertising efforts.
Advertising & Promotions
Yearly Media Breakout
CO o/n
19%
Local
1%
CO o/n
18%
Local
2%
OOS
80%
Winter
OOS
80%
Summer
Internet
Goals:
• To provide the visitor with accurate and update
information on vacationing in Breckenridge.
• Improve online conversion.
• To drive Web site traffic.
• Redesign Web site.
Proposed Budget Matrix
Marketing Budget Breakdown
Sales
Special Events (net)
Public Relations
Advertising & Promotions
Website, Collateral, Distribution
Research
Administrative Overhead
Retainers, Salaries, Tax/Benefits
Friends Welcome
Total Expenses
Town of Breckenridge
Breckenridge Resort Chamber Reserves
Town of Breckenridge Events
Town of Breckenridge Friends Welcome
Private Sector Cash
Breckenridge Central Reservations
Breckenridge Ski Resort
Out of Town Surcharge
Friends Welcome Private Funding
Total Revenues
1999
2000
2001
2002
2003
2004
Proposed 2005
$ diff to 2004
% diff to 2004
$35,856
$44,000
$49,069
$585,809
$39,800
$50,400
$64,035
$217,764
$0
$25,750
$44,000
$40,400
$582,800
$45,000
$34,565
$73,618
$242,600
$0
$26,750
$76,000
$57,200
$620,183
$48,000
$42,900
$74,700
$175,000
$104,000
$31,750
$71,000
$62,435
$592,018
$60,500
$40,200
$75,200
$190,000
$104,000
$26,750
$67,450
$52,435
$554,964
$47,000
$34,800
$79,473
$195,000
$104,000
$26,750
$67,450
$52,435
$567,216
$47,000
$34,800
$82,212
$192,000
$84,000
$26,750
$67,450
$52,435
$519,938
$72,500
$31,300
$83,490
$190,000
$85,050
$0
$0
$0
-$47,278
$25,500
-$3,500
$1,278
-$2,000
$1,050
0%
0%
0%
-8%
54%
-10%
2%
-1%
1%
$1,086,733
$1,088,733
$1,224,733
$1,227,103
$1,161,872
$1,153,863
$1,128,913
-$24,950
-2%
$818,780
$0
$0
$0
$3,000
$20,000
$150,000
$94,953
$0
$818,780
$0
$0
$0
$5,000
$20,000
$150,000
$94,953
$0
$818,780
$0
$32,000
$50,000
$5,000
$20,000
$150,000
$94,953
$54,000
$837,150
$16,000
$0
$50,000
$5,000
$20,000
$150,000
$94,953
$54,000
$809,688
$0
$0
$50,000
$5,000
$20,000
$150,000
$73,184
$54,000
$830,000
$21,000
$0
$50,000
$5,000
$0
$150,000
$63,863
$34,000
$830,000
$0
$0
$50,000
$0
$0
$150,000
$63,863
$35,050
0%
105%
0%
0%
-100%
0%
0%
0%
2%
$1,086,733
$1,088,733
$1,224,733
$1,227,103
$1,161,872
$1,153,863
$1,128,913
$0
-$21,000
$0
$0
-$5,000
$0
$0
$0
$1,050
$0
-$24,950
-2%
2005 Marketing Plan
Presented by: Breckenridge Resort Chamber (BRC)
Presented on October 12, 2004