1. Bozeman TBID/CVB
FY16 MARKETING BUDGET

2. 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)

3. 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

4. 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% years
28% years
26% years
Average HH income $100-$150K (ITRR 2014 non-resident visitor profile)

5. 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

6. 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

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

8. 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

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

10. 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)

11. Bozeman- 2014 Bed Tax up 15% year over year

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

13. 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.

14. Air Service: January, 2000– 4 direct flights

15. Air Service: January, 2015–14 Direct Flights

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

22. Summer Video

23. 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

24. 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

25. 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