TTBID SALES AND MARKETING Executive Summary · • There are community “win/wins’ to be had...

TTBIDSALESANDMARKETING

ExecutiveSummary

TheoverallTTBIDbudget,andtheEventsbudgetwerepresentedandapprovedattheOctober2016TTBIDmeeting.RemainingdetailedbudgetsandstrategieswerepresentedandapprovedattheNovember2016TTBIDmeeting.Thismeansactualspendingofthe2016-2017budgetdidnotbeginbyanysignificantmeasureuntilJanuary2017asStaffmovedasquicklyaspossibletovet,select,onboardandlaunchstrategiesgivenTTBIDdirectionandmission-hiringoversixexpertsandagenciesinadditiontofindingandhiringanexpert20-25hour/weekGroups+EventsManager.

ResultsandactualexpensesreflectfivemonthsoftimetoimplementtheSales&MarketingTTBIDbudget.Note:Staffanticipatedmuchwouldbelearnedwhileestablishingperformancebaselines,January–June2017.ContracttermswithallagenciesandcontractorsendJune30,2017inordertohaveflexibilityforchange.Currently,Staffishighsatisfiedwithresultsandplansonrenewals,afterconfirmationofgoals.Lookingahead,ifTTBIDdoesnotchangetheoverarchinggoalorbucket%allocations(Events,FIT,Groups+Meetings,etc.)forfiscal2017-2018,CommitteeMemberscouldexpectStafftocontinuedowntheroadofcurrentstrategies,withmoderatecoursecorrectionsoradjustmentsasdirectedbyTTBIDCommitteeatJune2017Retreatoranymeetingthereafter.IfTTBIDsignificantlychangestheoverarchinggoalandbucket%allocations(ORaddsnewbucketcategories,inexample“reserves,communityrelations,infrastructure,etc.”withinadherencetorequirementsoftheMDP),CommitteeMemberscouldexpectStafftoshiftcourseandpresentadifferentroadmapandstrategiesfor2017-2018.

Staff’sadviceistoviewTTBIDyearoneasastartup.TTBIDisastartup.Wearebuildingfromthegroundup;testingandestablishingbaselines,creatingprocesses,identifyingsuppliers,determiningwhotheaudienceisandthebestdistributionchannels.Additionally,wearelearningaboutroadblocks,newopportunities,gettingfeedbackandbuildingtrustwithpartners,stakeholdersandthepublicatlarge.Thisisrequiringtime-intensivemanpower.

StaffencouragesTTBIDCommitteetothinkfartherthanoneyearout,to2020inbudgetplanning.TTBIDrevenueisandwillcontinuetobesignificant;requiringindependentminds,makingdecisionsforthegreatergood,throughdynamicdiscussionthenunityasaTeam.

EVENTS+SPORTSGROUPSMidwayinpurchasefunnel(exploration,consideration)

EVENTS+SPORTSGROUPSMidwayinpurchasefunnel(consideration)

AnnualBudget:$189,700Spent&Encumbered(June30,2017):$37,153Balance:$152,546*Strategy#1:AttractSportsGroupstoutilizeTruckeevenues.Strategy#2:FundexistingTruckeeEventsthatshowpotentialtoincreaseroomnights(shoulderseason).Strategy#3:Underwritenew,large-scaleeventsduringshoulderseason.Results-SportsGroups+Events

• SeveralmeetingswithhotelownerandEventProducerLeoBurkeforguidanceandinput(ongoing).• Hiredpart-timeGroups+EventsManager.• CreatedTTBIDGroups+EventsSubcommittee;monthlyandspecialmeetings.• ConductedmultiplemeetingswithTownofTruckee,PoliceDepartment,SpecialDistricts(TRPD,Fire

District,TTUSD)andkeystakeholders(TDMA,NLTRA)toask,listen,andbuildconsensusforshoulderseasongroupsandeventsinTruckee.

o DedicatedtimefordiscoveryandevaluationwhileatthesametimebuildingtrustforTTBID.• Convenedkeystakeholders(Town,TRPD)withSummitLacrossetodiscussfieldcapacityneeds.• PulledtogetherTruckeefieldstoensure2017SummitLacrosseeventwouldnotbeapotentialbust.• SupportedTownofTruckee“SpecialEvents”publicworkshop.• LaidgroundworkwithTowntocreate400parkingspotsforToughMudder(eventcancelled).• Developed,launched,andmarketednewTTBIDSpecialEventsFundingProgram.*

o Funded19Truckee2017Eventsat$53K.Provenheads-in-bedswillbeexpectedforfuturefunding.

o FundedtwonewTruckee2017Events(MountainBikeInvitational,TahoeFilmFestival).o FundedonenewlargerTruckee2018springevent(NightintheCountry).o Fundedonenewtournamentforfall2017.o HotlistedfivenewlargerTruckee2018eventsincludingBaconandBourbonFestivalwithMark

Estee,FlyFishingFestival,FirstAnnualMountainBikingFestival,FourWheelersTrails&Ales,andTruckeeFilm&FoodFestival.

• Purchasedandsecuredkey,events-relatedTruckeedomainnamesasassetsforTTBID.• LaunchedonlineGroups+EventsRFPform.

*$91Kinpre-committeddollarswillbeexpensedinfiscal2017-2018eventsandtournament.Eventgrantswereissuedat50%tostart,with50%balancewhenheads-in-bedsobligationsperagreementareproven.

Observations&Insights-SportsGroups+Events

• ThisyearisthefirsttimeanorganizationwithsignificantfundinghasputaconcertedefforttowardsmajoreventsinTruckee.

• Asignificantamountofhourswasneededindiscovery,meetings,andrelationshipbuilding.o CriticalstakeholdersinTruckeehaveneverexperiencedthisdegreeofanorganizedinterestin

eventsbefore.• Therearecommunity“win/wins’tobehadwithTownofTruckee(forexample)suchasa2018

“MountainBikingFestival”couldhelpbuildtheTruckeedestinationthroughlegitimizingpopular,butcurrentlyillegaltrails.

• Constraintsandlimitationsofballfieldcapacityisapotentialroadblockforfieldtournaments.• Long-termdiscussions(viewingyearsdowntheroad)andmorerelationshipbuildingisneededwith

TRPD,TDMAandTTUSD.

• Moretimeisneededtogetmetrics,specs,images,contactinformationandschedulingprocessfiguredoutforinternaluseandforpublicfacingmarketingforTruckeevenues.

• Investmentinprofessional,venuephotography(ballfields,pool,outdoorspace,etc.)iskey.

• Forcontinuedsuccess,StaffadvisestheGroups+EventsManagerisneededyear-round.

FIT(FrequentIndependentTraveler)

FIT(FrequentIndependentTraveler)

AnnualBudget:$135,500Spent&Encumbered(June30,2017):$72,753BalanceRemaining:$62,746

Strategy#1:Focusondigitalleadgeneration.Strategy#2:Fundbranddestinationmarketingtacticsanduniquebrandpositioningopportunities.Strategy#3:Driveregionalandnational“PR”andinboundlinksfrommajorpublishers.

FITStrategy#1-LodgingLeadGenerationMidtolowinpurchasefunnel(decisionmaking,purchase)

Strategies–LodgingLeadGeneration(Audience)

• ReachonlinevisitorsseekingorconsideringTruckeeorNorthLakeTahoelodging.• Heavy-uponnational(fly)marketsduringpeakseasonformidweek,longerlength-of-stay.• Targetdrivemarketduringshoulderseason.• Driveleads(clicks)totruckee.com/lodging.• FocusonstrategiesthatyieldahighdegreeofclearROImetrics.• Captureemailaddresses;increasesocialLikesforallpotentialovernightvisitors.

Tactics–LodgingLeadGeneration(PaidMedia)

• Vetted,hiredandon-boardedagencyexpertsinSocial,SEM,EmailMarketing,Content(SEO)andCreativeDesign.

• Analyzedcompetitor,partnerand“like”destinationmediabuysandmarketingplansinordertobuildTTBID’smediaandmarketingplan

• LaunchedLodgingSearchEngineMarketing(SEM,a.k.a.GooglePay-Per-Click).o ComplimentedLodgingSEMwithdining,shopping,TruckeeactivitiesSEM.

• DesignedandproducedsixbannersizesTruckee“basecampforabiglife”–winter+summerversions.o DistributedbannersonTripadvisorandAdroll(retargetingvisitorsonTruckee.com).

• DesignedandlaunchedTruckeeENTERTOWINvacationcontest+banners–winterandsummero BoughtanddistributedVacationContestofferto100K+3rdPartyEmailLists(Sunset,

VisitCalifornia,Snowbomb,BigLifeMagazine).• DirectedSocialPaidagencytoyieldlodgingandeventleads(clicks),andtoincreaseinscale(likes).

o Testedmessaging“officialTruckeelodgingwebsite”,“spendlocal,supportlocals”,geotargeted.

Tactics–LodgingLeadGeneration(InboundContentCreation(SEO)&EmailMarketing)• Vetted,hiredandgavedirectiontofivewriters(authorsforTruckee.com/blog)

o Articlesdiversifybeyondtheski/ridesaturatedmessage;uniquelypositioningTruckee.• Hired,trainedandon-boardedEmailMarketer;providededitorialdirection/oversight.• WorkedwithProgrammeronMailchimplistmanagement.• WorkedwithProgrammeronlodginglandingpage(s)optimization(continuous).• ProducedthreenewVisitTruckeeE-Newsletters(6X/year).• Implementedemailopt-inpopuponTruckee.com.

Results–LodgingLeadGeneration

• NewwebsitelaunchedinSept.• Comparingsummervs.winterquarters(peakseasons)showsa2Xinsessions,60%growthinusers

(people),andnearly2Xinpageviews.• Strategiestoincreasedriveandflymarketsshowingapositiveshiftinsessionsbylocation.

• Foralllodginglandingpagescombined(comparingsummertowinter)weseea4.6Xincreaseinsessionsand3.8Xinpageviews.

• AsofQ3,weseeHotels+Resorts+RusticLodges+B&Bslandingpagesarepacingat1.7Xinsessiontrafficcomparedtonightlyrentals(vacationhomes).

• Q1isnotrelevanttolookatasthatwastheoldwebsite.

• Eventsessionsandpageviewswereveryhighinfallasmostmajoreventsarenowpushedinshoulderseason.Thus,thesessionsreducedfrom14Kto8K.

• Wintertendstobelowerinmajorevents(skiing/ridingisthedraw),buthigherinweekly“activitiesandsmallerevents”suchasfullmoonsnowshoetours.

• TheimpactoftheentireTruckeecommunitycreatingloginsanduploadingtheirevents,ontheirownishuge,runningatabout230permonthandsavingTTBIDtimeandmoney.

• Paidadvertisingsocialmedia,PPC,displaybannersdidnotstartinsignificantdollarsuntillaterQ3.• Evenwithmodestbudget,leadsgenerated(clicks)tolodgingoreventpages(asreportedbychannels)

increasedover2Xbetweenfallandwinterto18,835.

• Asthehighestqualifiedleadgeneratingchannel(PayPerClick),weseetremendousopportunityherewithatestbudgetthatreallyonlybeganstronglyinFebruary.

• Constantoptimizingandtestinghelpsincreaseclicksanddecreasecosts.• Thebiggerthebudget,thegreatertheimpressionsharewecanbuy.• Inwinter,weseehowpeaktravelseasonreducesourimpressionshare,thusrequiringmorebudgetto

compete.• PPCisexpectedtopaceat$60K/year.

• Displaybannersaregenerallyconsideredahigherfunnel,brandingstrategy.• Thehighertheimpressions,themorequalifiedtheaudience,thegreaterclickpotential.• VerypleasedwithretargetingclicksandTripadvisorresultsinallmetrics.

• Goalsinsocialweretodriveleads(clicks)andincreasescale.• Re:scale,sincehiringIdealWild,weareseeinghealthygrowthbetweenQ2andQ3.• Re:clicks,over12KinQ3isverystrongassocialisnotconsideredaleadgenchannel,ingeneral.

• ENTERTOWINcontestgeneratedover2Kqualified,optedinsubscriberstoVisitTruckeesofar.• Onadailybasis,weseeabout20optinsusingtheMailchimpPopup.• Wesent3newVisitTruckeeE-Newslettersrunningata25%openforApril.

• ListstheENTERTOWINwasdistributedthrough-includedveryhighcounts,geoandbehaviorallytargeted.

• Ittakesmegaliststogetconversionsingeneral,theeffortisonlyworthitforlargelists.

Observations/Insights–LodgingLeadGeneration

• SEMbegan(insignificantmeasure)inlastFebruary2017(1/2-waythroughfiscalyear).SEMispacingat$60Kannuallyinmediacosts,nearly2Xoforiginalestimate.

• Keywords“laketahoe”areneededtogainclicksfromnationalaudiences.

• DisplayBanners(RetargetingandTripAdvisor)beganinFebruaryaswell.o Bannerscouldbeexpandedtoan(awareness)buyonTimeInc.network(inexample)and/or

nichewebsitessuchasOutsideMagazinethatreachqualifiedtargetaudiences.Oronacustombuiltnetworkbaseduponbehavior.

• Investmentinhighfunnel(awareness)couldincludetraditional,offlinemediasuchasBrandnational

printads,airportbillboards,etc.atahighexpense,lowtonotrack-ableROI.

• EmailMarketingisthe#1conversionchannel,thusinvestinginmoretime/talenttoincreaseNewsletterfrequencyto12X/yearcouldbewiseinvestment,inadditiontoyear-roundEnter-To-Winvacationcontests.

• SocialspendingdidnotbegininearnestuntilMarchandneededanincreaseafter60daysto

$800/monthinmediabuy.o Socialstrategyismoreofanengagement/brandplayalthoughconversioncampaignsfor

lodgingdidverywell.

• BottomLine:asalowfunnelstrategyclosesttoconversion,LeadGenerationisconsidereda“go-to”whenbudgetsaretightandfundscannotbespenthigherinthepurchasefunnelonlesstrackabletacticsandmoreonBrandawareness.

FITStrategy#2–BrandDestinationMarketingUpwardsinpurchasefunnel(exploration,decisionmaking)

Results-BrandDestinationMarketing

• FundedHistoricDowntownTruckeebrochureanddigitalmap.• DesignedandfundedTruckeeScenicPavedPathsbrochure.

o PartneringwithTahoeBikeCoalitionondistributionandTruckeedigitalmap(inprogress).• DesignedandfundedTruckee2017EventsRackCard.• Investedtime/resourcesneededtoearnnew“CaliforniaCulturalDistrict”designation.

o CollaboratedwithTownofTruckee+ArtCommunity.o Spent75+hoursonTruckee.comwebsiteculturalportal(artgalleries,history,sites).o CurrentlySemi-Finaliststanding.

• DevelopingTruckeeArts+Culturebrochureandmapregardlessofwinningornot.• Developing2017-2018TruckeeVisitorsGuide(magazine,inproduction,distributedinandoutof

market).• DevelopedWinterandSummerActivitySheetsforlodgingdistribution.• ConductedquarterlyTruckeeTourismCommitteeMeetings(20+attendees)tosharenews,support

collaborationandconvening,positiverelationships,andnetworkingamongstTruckeemarketersallfocusedongettingvisitorshere.

Observations/Insights-BrandDestinationMarketing

• CriticalmassofBreweries,Distilleries,Winetastingnowenoughtodevelopacompetitivestory;itinerary/map/brochure,andblogarticlestoattractvisitorsandjournalists.

• HighpotentialtodevelopTruckeeasquick,easilyaccessible“summertraining”destinationwithinfrastructureandlocaleventsfortrailrunning,backpacking,roadandmountainbiking,swimming,boating.

• NaturalfittobuildTruckeeasa“mountainbikingmecca”,givenSierraButtesFoundationinvestmentinsignatureeventproductionhereinTruckee.

• Motivatedlocalspecialistsandbusinessesrelatedtofishingcouldhelpbuild“familyfishing”destination.

• PartnershipwithSkiAreascontinuestobestrongandcollaborative;helpingusleveragetheirassets(photos,blogs,video)andTruckee’sbrandpositioning–10minutesfromworld-classskiareas.

• WinningthefirstCaliforniaCulturalDistrictdesignationwouldleverageVisitCalifornia.comevenmore,inadditiontoframingupawaytotelltheTruckee“arts,culture,workshops,galleries”story.

• Staffingtime/resourcesareneededtomanTruckeeBrand10X10popupinordertodistributebrochures,eventrackcards,magazines,servingasa“popup”visitorcenteratmajoreventsandTruckeeThursdays.

FITStrategy#3–PublicRelations(PR)&InboundLinks(MajorPublishers)Midtolowinpurchasefunnel(considerationtoconversion).

Tactics–Targethigh-reach,high-impactpublishersandinfluentialtravelorganizationstoyieldtraditionalPR,SEO&referral/inboundlinks.

• Vetted,hiredandgavedirectiontoJVPCommunications(May)tohandlePRinquiries.

o PriortoMay,allmediainquires,FAMSandpartnerassistancerequests(Northstar,NLTRA)handledin-house.

• AttendedVisitCaliforniaConference,SanFranciscoMediaReception,QuarterlyHighSierraVisitorCouncilMeetings,Reno-TahoeAirServiceCorporation(RASC)meetings,NorthLakeTahoe(NLTRA)MarketingCo-OpMeetings.

• PressedforTruckeeassets(images,video),links,brochure,magazineandmediacoveragefromkeyorganizations.

o RASC(http://flyrenotahoe.org).Newwebsiteindevelopment.o HighSierraVisitorsCouncil(HSVC)http://www.californiahighsierra.com.Newwebsitein

development,brochureandinternationalmagazinecoverageincludesTruckee.§ May23QuarterlyMeetingheldinTruckee.

o 19thAnnualTahoe-Reno,June8thGolfMediaTourhttp://www.tahoerenogolfmediatour.com.o June12thVisitCaliforniaFAMplannedtodrivemoreimpactonhttp://www.visitcalifornia.com

Time,Inc.SeniorEditorialcontentteam(sixattendees).Results–PublicRelations(PR)&InboundLinks(MajorPublishers)

• Eightarticlesinhighreach(offline+online)publications(LATimes,NewYorkTimes,SanFranciscoChronicle,SFMercuryNews,etc.)garnering$1,433,526inmediaplacementvalueperJVPC.

• 52blogpostsinnichecontenttopics.• OnemajorFOX40NewsBroadcast(otherthansevereweatheronNBCNightlyNews).• 10newmedialeadscurrentlybeingnurtured.

• SincepressingforcontentandlinksonVisitCalifornia.com,uniquepageviewsaboutTruckeeincreased

from78Kinfiscal15-16to553Kinfiscal16-17,asofMarch31,2017.• ReferraltrafficfromVisitCalifornia.comnowpacesat300/monthvs.30/month.

• SevenTruckeementions(forandaboutTruckee)werepublishedbyVCTeam.• DirectedMering-Carson(VisitCaliforniaBrandAgency)onbestTruckeeB-Rolllocationsforwinter

Observations/Insights–FITPublicRelations&InboundLinks

• Itwilltaketime,unwaveringattention,BrandawarenessandrelationshipbuildingtoincreasestaticPR/Referrallinks.

• We,Truckee(ourBrand),needtoconstantlycomeupwithnewandinnovative(tourism-focused)storyideasinordertoincreasetrafficfrommajorpublisherwebsites.

• TheFITbucketwillneedhigherfundsinPRinnextfiscalyear(assumingFITstrategystaysthecourse)duetohighvolumeofinterestinTruckeeandtimeneeded.TheROIproveshighvalue.

• TTBIDmaywishtobudgetforPRroom-nightexpensesasamediacost.

• RASCannualexpenseof$10Kwaspro-ratedandthusonly$2Kcameoutofthisfiscalyear.• StaffisrequestingmembershiponRASCMarketingCommittee.• StaffisrequestingmembershiponVisitCalifornia.comSnowCommittee.

• WhiletheHighSierraVisitorsCounciliscloselytiedtoVisitCalifornia,HSVCeffortsaremostlyonthe

internationalplayingfield,whichisbestsuitedtodrivevisitationtoLakeTahoe(Truckeenotbeingthefocusandratheranamenity/add-on).At$2K/year,HSVCmembershipissmallyetgetsStaffaccesstokeymediaandinfluencersatVisitCaliforniaCorporateinadditiontocamaraderieandteam-orientedregionalandstate-tourismthinking,pluswegetnewideasandexposuretomediaplansandstrategiesforPlacer,Mono,TuolumneandothercountiesintheSierraNevada.Wellworththedues.

WEBSITE+TECHLowerinpurchasefunnel(conversion)

WEBSITE+TECHLowinpurchasefunnel(conversion)

AnnualBudget:$81,300Spent&Encumbered(June30,2017):$7,488Balance:$73,811Results

• Implementeddetailedflightspageandairlinesbookingwidget.• ImplementedMeetings+Groupsinprimarynavigation,addedinquiryform.• Madefunctionalityenhancementsonlodgingcategorywebpages(filterbyin/outofTruckee).

Observations/Insights–WebsiteandTech

ThisbucketalsocoverseventsandlodgingspecificcontentorprogrammingneededonTruckee.com.ThemajorityofheavyliftingforlodgingfunctionalitywasdonepriortoTTBID,thustherewasnotasignificantamountofexpenseinadditionalwork.Includedinthisbucketisalineitemfor“sharedexpenses”(33%ofthetotalcostforon-demandsoftwarethatrunsmarketingsoftwareandprograms,theremaining%issharedwithTownofTruckeeandChamber).TTBIDhaddecidedtoallocatethelionshareof$81Ktoinvestinabookingengine.Staffhasnotembarkeduponthateffortyetandseekstohaveapros/confeasibilitydiscussionwiththeCommitteepost-Retreat.

Groups+MeetingsUppertomidwayinpurchasefunnel(exploration,decision-making)

Groups&Meetings

Uppertomidwayinpurchasefunnel(exploration,decisionmaking)

BudgetedAnnualBudget:$35,230Spent&Encumbered(June30,2017):0Balance:$35,230

ResultsDevelopmentofaGroups+Meetingslandingpageandadditiontoprimarynavigationwasimplementedaswellasresearchandreviewofcompetitivewebsites(i.e.GoTahoeNorth).

Observations+Insights–Groups&Meetngs

Groupsaredefinedascorporate(meetings),familyreunions,weddings,meetupsandotherspecialinterestgatheringsthatgotoadestinationinsizesof10+.Competing/comparablemarketinginmeetings+groupswouldbehttps://www.gotahoenorth.com/meetings/.NLTRAemploys(+commission)afulltimestaffpersonforgroups+meetings.Foryearone,StaffplansweretogetthespecsandassetsforTruckeeindoor/outdoormeetingspaceidentified,organizedandpresentedonlineandinprint–asafirststeptounderstandingwhatcapacitywehaveandthebestgroupstotarget.NextSteps-thisbucketwasintendedtofocustimeongeneratingorrespondingtoleadsaswellascreatingassets(commercialphotography,brochures,digitalfloorplans,meetingroomspecs,etc.)inordertohaveafirmsetoftoolstocommunicatewith.

DMO–Destination/BrandingHighinpurchasefunnel(awareness)

DMO–Destination/BrandingHighinpurchasefunnel(awareness)

Budgeted:$10,840KSpent&Encumbered(June30,2017):$10,000Balance:$840

Observations+Insights–Destination/Branding

• $5Kwasspentontheweek-longpilotprogram(holidayshuttle)operationalcosts.Staffspenttimeassistingwithadvertisingdesign,survey,etc.ROIindicatedNewYearsEvewaseffective,butnotothernights.

• $5KisencumberedinresponsetotheTownofTruckee’s$15Krequestforsupportingthe2017Truckee

Thursdaysshuttle.

• ThisbucketcouldbeperhapsrelabeledasCommunityRelationsvs.DestinationBrandingwhichbelongsmoreinFIT,garneringawholedifferentconversation.

Research+Metrics

Research+Metrics

Budgeted:$5,420Spent&Encumbered(June30,2017):0Balance:$5,420

Observations+Insights-Research+Metrics

• TTBIDdecidedtonotinvestinDestimetrics,aresearchandindustryreportingserviceutilizedbyNLTRA.Instead,aboutamonthago,ChairWinterbergerandStaffmetwithTowntodetermineifnightsavailableandoccupancydatawasavailableorcouldbecollected,forourownanalysisandunderstandingofADRandREVPAR.WewereadvisedthatTown’sparttimeAdministrativeAnalyst(taskedwithTOTdatacollectionandanalysis)wasnolongerwithTown,andthattheywerehiringanddidnothaveameans(currently)tochangetheircurrentdatacollectionform(onlineoroffline)inthenearfuture.ThisledtolearningthatTownisresearchingimplementingcreditcardprocessingtoimproveTOTcompliancewhichwillincurupwardsof$50-$70Kincreditcardfees.Itwasquestionedastowhowouldpayforthat.

• AsTTBIDgrowsinsophistication,revenueandincommunicationwithallassessedproperties,knowing

ourkeymetricsandhavinginsightswillbeourhighestmeasureofsuccess.Solvingourlocalhospitalitydatacollectionchallenge,andobservingtrendsbetweencategories(hotels,nightlyrentals,boutiqueinns,camping)willbeessentialforTTBIDtodemonstrateacommandofknowledgeforourindustryinTruckee,andhowwecomparetoourgreatestcompetitors.

TourismIndicatorsThroughresearchingotherdestinationKPIs,weseethatdatainsightssuchasrestaurantreceipts,actualvisitortypes(national,international),conventionandmeetingspaceoccupancyrates,skiarealiftticketsalesandevenroadtraffic(throughsensors)areallmetricsthatcanrevealtrendsandimpactsofunforeseenevents.ThroughRASC,wegetclearmetricsonpassengervolumes,numberofdirectflightsandsourceoforigin.ThefutureisunclearastohowlongitwilltakeTowntobeginthecollectionofnightsavailableandoccupancydata.Wewillcontinuetoworkaspartnersinthisareaasunderstandingwhereweare,andtrendsinADRandREVPARarekeytoevaluatingTTBIDsuccessfor2020renewal.

TOTCompliance

TOTCompliance

Budgeted:$16,260Spent&Encumbered(June30,2017:$0Balance:$16,260

Observations+Insights-TOTComplianceAttheoutsetofTTBIDsettingthisbudget,notmuchwasknownabouttheTownofTruckee’sHostComplianceinitiative,whichTTBIDnowbelievestobeeffective.Thebulkofback-paymentsduetotherecentoutreachlastfallwasrecordedinQuarterEnding9/30/16,whichwasapproximately$181kofTOTand$35kofTBID.SincelearningoftheHostComplianceinitiativeandsuccess,TTBID’sadjustedplanwastousethisbucketfordirectmailandE-newslettercommunicationstoassessedpropertiesandpotentiallyallTruckeelocals.MeetingsandcommunicationwithTownofTruckeehaveyieldedanagreeduponprocessofreceivingupdatedemailaddressesandmailingaddressesuponrequesttoTown.Nextsteps-designeye-catching,brandedTTBIDcommunicationpiecesthatrepresentthemissionandresultsforTTBID.StaffdecidedtoawaittheoutcomeofTTBIDretreatbeforemovingforwardwithacommunicationsplanthatwasgoingtobeasimpleintroductorybusinessletterprovidinginformationaboutwheretolearnaboutTTBIDandhowtoopt-intocommunications.

MarketingStrategic/ProjectManagementServices

MARKETINGSTRATEGIC/PROJECTMANAGEMENTSERVICES

Budgeted:$67,750Spent&Encumbered(June30,2017):$90,525Balance:$-22,775TTBIDMarketing+Strategic/ProjectManagementServices

• C.Dalton+L.Saundersprofessionalstaffstrategicplanning,managementandexecutionofallcontractwork

o July-August:chargedat$4,500permonth(approx.9.5hoursaweek)o Sept-December:chargedat$5,500permonth(approx.11.5hoursaweek)o January-April:chargedat$9,800permonth(approx.20.7hoursaweek)o May-June:expectedtobechargedat$10,000permonth(approx.21.0hoursaweek)

Observations&Insights

• Aftertheoverallbudgetallocationsanddetailedmarketingbucketswereapproved(November2016)staffproceededtohireaGroups+EventsManager(January2017).

• Withbudgetinplace,theeventinitiativeunderway,staffturnedenergiestolayingthefoundationofputtingtogetherandonboardingtheteamofexperts(outsidevendors)anddevelopmentofnewcreativecampaigns,andimplementingthemultitudeoftacticsoutlinedintheworkplan.Atthispointintime,staffhoursbeganincreasing.

• Stafftimeiscurrentlypacingatapprox.21hoursperweek.Itisanticipatedthislevelofservice(ifnotmore)willcontinuetobenecessarytoimplementtheprogramasplanned.StaffwillcontinuetoworkcloselywithTTBIDChairandManagementCommittee,toconstantlyassesstheworkloadandreportstaffingrequirementsnecessarytoexecuteontheplannedinitiatives.

• A2015DMOOrganization&FinancialProfileStudyindicatesDMOswithbudgetsof$500,000-

$999,999allocate:o 42%topersonnelcostso 47%toprogramexpenseso 11%toadministrative/generalexpenses

• Afull12monthsofexpensesforthecurrentoverallbudgethasnotbeenincurredforTTBIDasmost

costskickedinstartingJanuary,2017.Ofthemoneyspent(andencumbered)inFY16/17($248,448),chargesbreakoutas:

o 37%topersonnelcosts($92,525)o 52%toprogram(salesandmarketing)expenses($128,526)o 11%toadministrative/generalexpenses($27,396)

ADMINISTRATIVE/GENERALEXPENSES

ADMINISTRATIVE/GENERALEXPENSES

ADMIN-SECRETARIALBudgeted:$2,300Spent&Encumbered(June30,2017):$2,702Balance:-$402Details

• CoversThePaperTrailSecretarial&BusinessSolutionsmeetingminutesforTTBIDmeetings.• NotethisserviceworkbeganOctober1,2016.Nextyear’sannualcosttoTTBIDisestimatedtobe

$4,000(approx.$330permeeting)**************************************************************************************************

BOOKKEEPINGSERVICESBudgeted:$4,875Spent&Encumbered(June30,2017):$2,362Balance:$2,512Details

• Covers“SupportingStrategies”anoutsourcedbookkeepingservices.ThisexpenseissharedwiththeTownofTruckeemarketingcontract,theTruckeeTomorroweconomicdevelopmentpublic/privatepartnership,andtheChamber.NotethisserviceworkbeganMarch1,2017.Nextyear’sannualcosttoTTBIDisestimatedtobe$9,000(approx.$750permonth)

MISC.ADMINCHARGESBudgeted:$29,672Spent&Encumbered(June30,2017):$23,331Balance:$7,340Details

• Covers25%ofChamberoperationalexpenseschargedtoTTBIDincludingrent,alarm,officesupplies,insurance,telephone,internet,equipment(computers,copier),andITsupport