Bozeman TBID/CVB FY16 MARKETING BUDGET

Tourism Development Division CEO of Chamber is also CEO of Convention and Visitors Bureau and Tourism Business Improvement District CVB Budget - $203,000 TBID Budget - $900,000 CVB has an independent Board of Directors TBID Board of Directors are appointed by City and contracted with the Chamber of Commerce Cross pollination on all boards (Same message)

Target Markets Based on ITRR Research, inbound flights and website traffic Direct flight and metro markets: California New York Florida Washington Texas Illinois Regional Drive Markets: North and South Dakota Idaho Utah Wyoming Colorado Canada

Demographics Based on year over year research, our primary visitors are an affluent, aging demographic giving us the opportunity to promote shoulder seasons. Average group size= 2 travelers 35% 55-64 years 28% 45-54 years 26% 65-74 years Average HH income $100-$150K (ITRR 2014 non-resident visitor profile)

What’s worked Emphasis on Digital advertising E-newsletters, Banner ads, pre-roll video and AdWords Targeted print ads such as Big Sky Journal and Powder Magazine Partnership with Bridger Bowl to promote ski and stay packages Focus on social media strategy and content

Results Total website visitation up 11% Campaign performance Total sessions increased 89% Time on site increased 11% Pages per session increased from 1.65 to 2.07

Opportunities Increased airlift National Park Service 100 year anniversary Aging demographic, promoting shoulder seasons International shoulder seasons

Marketing Strategies Continue strong digital advertising presence Focus on strategic content and social media Partnerships with local ski areas, regions, CVB’s and Yellowstone National Park gateway towns Promotion in direct flight markets with private and public partners Targeted print ads Partner with State of Montana Tourism Office

Tourism Techniques Flight Guarantees “Only In Bozeman” Campaign Community of Distinction Video Newark / New York Subway Campaign International Trade Show - IPW

Leveraging Tourism Chamber of Commerce sees 1, 000 visitors a month 19th Ave – 24 hour Rest Stop Visitor Information Center – Bozeman Yellowstone International Airport Visitor Relocation and Business Guide (55K copies) Partner with State of Montana for International Travel 30 Hotels nearly 2600 rooms (have increased hotel room count by 600 rooms since 2010) www.bozemancvb.com

Bozeman- 2014 Bed Tax up 15% year over year

Yellowstone Country- 2014 Bed Tax up 14% year over year

Public Comment We have received 1 public comment in support of increasing the BTBID per occupied room night assessment from $1.00 to $2.00.

Air Service: January, 2000– 4 direct flights

Air Service: January, 2015–14 Direct Flights

Beyond 2015? Beyond 2015 ? Calgary Boston Washington, D.C. Dallas/Ft. Worth

Summer Video

TBID FY16 Budget Consumer Advertising $370,000 Airline Marketing $ 50,000 Non-Montana HS Tournaments $ 30,000 Administration $125,000 Tournaments $110,000 Airline Guarantees $125,000 Event/Grant Program $ 75,000 Legal and Accounting $ 15,000 TOTAL $900,000

CVB FY16 Budget- Consumer Advertising Print $ 15,000 Online $ 84,073 Web Marketing/SEO $ 20,000 Social Media $ 20,000 Fulfillment $ 3,000 Total Consumer Advertising: $142,073

CVB Budget- Marketing Support Administration $ 40,000 Opportunity Marketing $ 5,000 Marketing Plan $ 4,500 TAC/ Governor’s Conference $ 2,000 Joint Venture $ 10,000 Total Marketing Support: $ 61,500 TOTAL BUDGET: $203,573