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Commission Memorandum REPORT TO: Honorable Mayor and City Commission FROM: Brit Fontenot, Economic Development Director
Daryl Schliem, Bozeman Tourism Business Improvement District Liaison
SUBJECT: Tourism Business Improvement District (TBID) FY 19 Work plan
and Budget MEETING DATE: June 4, 2018 AGENDA ITEM TYPE: Consent RECOMMENDATION:
Review the attached FY 19 TBID Work Plan and Budget materials prepared by Bozeman Area Chamber CEO and Tourism Business Improvement District Liaison Daryl Schliem. If approved by the City Commission, the TBID FY 19 Work Plan and Budget Proposal will be adopted as part of the City of Bozeman’s FY 19 Budget. BACKGROUND:
The mission of the Bozeman Tourism Business Improvement District (BTBID)
Board of Trustees is to promote tourism that generates room nights for lodging facilities in the City of Bozeman, Montana by effectively marketing our region as a preferred travel destination. The Bozeman Tourism Business Improvement District was created by Resolution No. 4182 in 2009. Additional information regarding the District and District Boundaries is contained in Resolution No. 4172. Ordinance No. 1765 created the Board of Trustees to implement the District in August of 2009. The first meeting of the BTBID was held September 30, 2009.
252
Liaisons:
The City Commission liaison for this board is Mayor Cyndy Andrus. Acting in an
advisory and administrative role, the Director of the BTBID Board of Trustees is Executive Director Daryl Schliem with the Bozeman Convention and Visitor Bureau.
This board has seven members appointed by the City Commission. Board
members must be owners of real property subject to the jurisdiction of the BTBID or a family appointed representative of a real property owner. Current Members: UNRESOLVED ISSUES:
None at this time.
FISCAL EFFECTS: To be determined. ATTACHMENTS:
253
1) FY 19 TBID Work Plan and Budget
Report compiled on: May 17, 2018
254
Bo
zem
an T
BID
-C
VB
FY
19
MA
RK
ET
ING
PL
AN
255
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256
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ferr
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he
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ookin
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r la
st
su
mm
er
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ob
ust
vid
eo a
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ho
to lib
rary
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igita
l a
dvert
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am
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ign:
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ntinu
ed g
row
th a
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ss c
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325
7
Succ
esse
sW
e k
no
w fro
m c
ate
go
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g o
ve
r 1
80
blo
gs p
osts
in
to c
luste
rs, th
e to
p to
pic
s o
f
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rest are
: Y
ello
wsto
ne, Lo
dg
ing, H
ikin
g, S
kiin
g, T
ravelin
g to B
ozem
an,
Re
laxin
g, D
ay T
rip
s
Po
sts
with
hig
he
st e
ng
age
me
nt:
1. R
an
kin
g the 1
4 B
est H
ot S
prin
gs in
Mo
nta
na -
41
K V
iew
s
2. 1
5 N
on
sto
p F
ligh
ts to
Bo
ze
ma
n Y
ou
Ne
ed
to
Kn
ow
Ab
ou
t -
23
K V
iew
s
3. 7
Life
Ch
an
gin
g T
hin
gs to
Do
In
Ye
llow
sto
ne -
15
K V
iew
s
4. 1
5 In
tere
stin
g Y
NP
Fa
cts
Yo
u D
idn
’t K
no
w -
14
K V
iew
s
5. 5 M
yth
s A
bout V
isitin
g B
ozem
an, M
onta
na -
13
K V
iew
s
Use
r-g
ene
rate
d c
on
ten
t o
n In
sta
gra
m, u
sin
g th
e h
ash
tag
#o
nly
inb
oze
ma
n, h
as
dri
ve
n fa
nta
stic o
rga
nic
gro
wth
with
th
ese
fo
llow
ers
be
co
min
g a
mb
assa
do
rs fo
r
Bozem
an.
425
8
Key
Res
earc
h Fi
ndin
gs
5
In 2
017,
Monta
na O
ffic
e o
f Touri
sm a
nd B
usi
ness
Develo
pm
ent
contr
acte
d D
est
inati
on
Analy
sts
to c
onduct
rese
arc
h o
n t
he W
inte
r Enth
usi
ast
.
The f
indin
gs
show
our
big
gest
opport
unit
y is
to incre
ase
win
ter
vis
itati
on.
•T
he
win
ter
en
thu
sia
st
ide
ntifies J
an
ua
ry a
s a
tim
e t
he
y w
ou
ld b
e m
ost
like
ly t
o v
isit;
whic
h f
or
us,
is a
n ide
al tim
e t
o in
cre
ase
ho
tel o
ccu
pa
ncy,
skie
r n
um
be
rs a
nd w
inte
r vis
its t
o Y
ello
wsto
ne
Natio
nal P
ark
.
•P
ote
ntial vis
ito
rs in
th
e s
tud
y a
lso
lis
t th
e to
p f
ou
r im
po
rta
nt
att
rib
ute
s f
or
win
ter
recre
atio
n inclu
de
a
ffo
rda
bili
ty,
ch
arm
ing
sm
all
tow
ns n
ea
r ski re
so
rts,
pro
xim
ity t
o N
atio
nal P
ark
s,
ho
t sp
rin
gs a
nd
th
erm
al p
oo
ls.
Boze
ma
n e
mb
od
ies a
ll o
f th
ese
att
rib
ute
s.
•A
ll five
of th
e t
op
sta
tes w
ith
a h
igh
co
ncen
tra
tio
n o
f w
inte
r e
nth
usia
sts
are
inclu
de
d in B
oze
ma
n’s
ta
rge
t m
ark
ets
: C
alif
orn
ia,
Te
xa
s,
Flo
rida
, N
ew
Yo
rk a
nd
Pe
nn
sylv
ania
. In
pa
rtic
ula
r, w
e
co
nsis
ten
tly r
ece
ive h
igh
org
an
ic s
ea
rch
tra
ffic
fro
m F
lorid
a a
nd P
en
nsylv
an
ia w
ith
ou
t u
tiliz
ing
p
aid
me
dia
in
th
ese a
rea
s.
259
Opp
ort
unit
ies
•In
crea
se w
inte
r vi
sita
tio
n f
ocu
sin
g o
n w
inte
r ac
tivi
ties
, Yel
low
sto
ne
Nat
ion
al
Par
k, a
nd
Bo
zem
an’s
cu
ltu
re
•Lev
erag
ing
con
ten
t sp
ecif
ic t
o v
isit
ors
inte
rest
s; “
Mee
t th
em w
her
e th
ey a
re”
•In
crea
sed
co
llab
ora
tio
n w
ith
to
uri
sm p
artn
ers:
•Air
line
mar
keti
ng
•Sta
te a
nd
loca
l med
ia c
o-o
ps
•Co
llab
ora
te w
ith
oth
er t
ou
rism
en
titi
es t
o b
rin
g in
so
cial
infl
uen
cers
an
d
trad
itio
nal
jou
rnal
ists
•Ou
trea
ch t
o lo
cal b
usi
nes
ses
enco
ura
gin
g th
em t
o s
har
e o
ur
con
ten
t an
d u
tiliz
e o
ur
web
site
fo
r lo
cal e
ven
ts
•In
crea
sin
g sh
ou
lder
sea
son
vis
its
fro
m d
rive
mar
kets
260
Pote
ntia
l Cha
lleng
es
7
•P
erce
pti
on
th
at it
’s d
iffi
cult
to
get
her
e
•B
alan
cin
g h
ote
l in
ven
tory
•C
on
gest
ion
in Y
ello
wst
on
e N
atio
nal
Par
k
•Si
gnif
ican
t w
eath
er/f
ire
even
ts
•A
ttra
ctin
g C
anad
ian
vis
ito
rs
•Ec
on
om
ic c
on
cern
s
•O
ver
satu
rati
on
in t
arge
t m
arke
ts
261
Targ
et M
arke
ts
Base
d on
ITRR
Res
earc
h, d
irect
flig
ht m
arke
ts a
nd w
ebsi
te tr
affic
Pri
mary
New
York
, D
alla
s,
Chic
ago,
Los A
ngele
s,
San F
rancis
co
Seco
nd
ary
Housto
n,
Denver,
Atlanta
, S
eattle
, P
ort
land,
Phoenix
, Las V
egas,
Salt L
ake,
Min
neapolis
Em
erg
ing
Flo
rid
a a
nd P
ennsylv
ania
, w
hic
h a
long w
ith C
alif
orn
ia,
Texas a
nd N
ew
York
, alig
ns w
ith t
he t
op s
tate
s
win
ter
enth
usia
sts
resid
e.
Oth
er
em
erg
ing m
ark
ets
inclu
de W
ashin
gto
n D
C,
Bosto
n a
nd C
harlott
e.
262
Air
Ser
vice
: Ja
nuar
y, 2
000–
4 di
rect
flig
hts
263
Air
Ser
vice
201
615
Dir
ect
Flig
hts
and
Now
16
wit
h Je
t B
lue
264
and
Now
16 w
ith J
et
Blue
to L
ong
Beac
h
265
Boze
man
Yel
low
ston
e In
tern
atio
nal A
irpor
t Arr
ival
Pas
seng
er T
otal
s 20
04 -
2017
30
8,9
85
33
5,6
79
31
7,8
50
33
5,2
76
35
1,2
14
34
2,7
14
36
5,2
10
39
7,8
22
43
3,8
29
44
2,5
40
48
3,1
32
51
1,7
23
55
4,0
34
59
9,1
76
0
150
,000
300
,000
450
,000
600
,000
750
,000
200
42
00
52
00
62
00
72
00
82
00
92
01
02
01
12
01
22
01
32
01
42
01
52
01
62
01
7
266
Boze
man
Yel
low
ston
e In
tern
atio
nal A
irpor
t Arr
ival
& D
epar
ture
Pas
seng
er T
otal
s 200
4 -2
015
61
7,9
70
67
1,3
58
63
5,7
00
67
0,5
52
70
2,4
28
68
5,4
28
73
0,4
20
79
5,6
44
86
7,6
58
88
5,0
80
96
6,2
64
1,0
23
,44
6
1,1
07
,16
8
1,1
99
,53
7
0
300
,000
600
,000
900
,000
1,2
00
,00
0
1,5
00
,00
0
200
42
00
52
00
62
00
72
00
82
00
92
01
02
01
12
01
22
01
32
01
42
01
52
01
62
01
7
267
Pote
ntia
ladd
itio
nal d
irec
t fli
ghts
:•
Lon
g B
each
•B
ost
on
•W
ash
ingt
on
DC
•Fl
ori
da
•C
har
lott
e, N
C
•C
on
tin
uin
g d
iscu
ssio
ns
wit
h J
etB
lue
& S
ou
thw
est
Air
lines
14
268
15
Gro
ss L
od
gin
g Ta
x fo
r M
on
tan
a 2
00
4 -
20
17
$1
3,4
24
,78
9 $
14
,62
9,6
19
$1
6,1
18
,65
2 $
17
,96
6,2
28
$1
8,3
72
,99
4 $
17
,20
1,5
92
$1
8,6
98
,66
0 $
20
,09
1,9
23
$2
2,2
64
,78
0 $
23
,69
0,9
83
$2
6,0
66
,90
2 $
27
,48
8,7
73
$2
9,1
19
,96
4 $
30
,73
9,0
50
$0
$7
,50
0,0
00
$1
5,0
00
,00
0
$2
2,5
00
,00
0
$3
0,0
00
,00
0
$3
7,5
00
,00
0
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
20
15
20
16
20
17
269
16
Gro
ss L
od
gin
g Ta
x R
even
ue
for
Yello
wst
on
e C
ou
ntr
y 2
00
4 -
20
17
$3
,87
5,5
61
$4
,35
1,3
76
$4
,77
7,9
79
$5
,34
9,5
08
$5
,34
9,5
37
$4
,90
0,0
38
$5
,40
9,9
25
$5
,73
0,6
04
$6
,34
2,6
47
$7
,09
7,6
93
$8
,07
5,8
10
$9
,24
4,3
30
$1
0,2
44
,65
1$1
0,9
57
,91
0
$0
$2
,75
0,0
00
$5
,50
0,0
00
$8
,25
0,0
00
$1
1,0
00
,00
0
$1
3,7
50
,00
0
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
20
15
20
16
20
17
270
17
Gro
ss L
od
gin
g Ta
x R
even
ue
for
Bo
zem
an
20
04
-2
01
7
$8
13
,62
5
$9
11
,23
1
$1
,04
2,8
65
$
1,1
63
,73
9
$1
,17
7,9
21
$
1,1
14
,07
1
$1
,26
0,0
66
$
1,3
61
,67
1
$1
,50
0,8
92
$1
,71
8,8
16
$1
,88
1,9
25
$2
,13
7,8
27
$
2,2
38
,20
7
$2
,40
3,3
07
$0
$6
00
,00
0
$1
,20
0,0
00
$1
,80
0,0
00
$2
,40
0,0
00
$3
,00
0,0
00
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
20
15
20
16
20
17
271
18
Gro
ss L
od
gin
g Ta
x R
even
ue
for
Bel
grad
e 2
00
4 -
20
17
$7
0,5
44
$
83
,00
1
$9
3,7
47
$
10
2,9
49
$
11
4,3
33
$
12
4,0
10
$
12
7,7
36
$
12
0,3
62
$
13
4,1
12
$1
66
,89
3
$2
46
,44
6
$2
71
,69
2
$2
82
,44
7$
29
7,8
85
$0
$7
5,0
00
$1
50
,00
0
$2
25
,00
0
$3
00
,00
0
$3
75
,00
0
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
20
15
20
16
20
17
272
Lodg
ing
Tax
Rev
enue
Bo
zem
an 2
01
5 =
$2
,13
7,8
27
+14
% o
ver
20
14
Bo
zem
an 2
01
6 =
$2
,23
8,2
07
+5%
ove
r 2
01
5
Bo
zem
an 2
01
7 =
$2
,40
3,3
07
+7%
ove
r 2
01
5
19
273
Dem
ogr
aphi
csV
isit
ors
•U
rba
n D
we
llers
•M
ille
nnia
ls,
Yo
ung
Fam
ilie
s,
Fam
ilie
s w
ith
Old
er
Ch
ildre
n,
Re
tire
es
•W
inte
r E
nth
usia
sts
Me
eti
ngs
•5
00
pe
op
le o
r le
ss w
ith
fo
cus
on
te
chn
olo
gy, a
gric
ult
ure
, ed
uca
tio
n, p
rofe
ssio
nal
ass
oci
atio
n a
nd
tra
de
ass
oci
atio
ns
Film
•C
on
tin
ue
to
wo
rk w
ith
Mo
nta
na
Film
Off
ice
to
pro
mo
te B
oze
man
as
pre
mie
r fi
lmin
g lo
cati
on
.
Spo
rts
Tou
rnam
en
ts a
nd
Eve
nts
•P
rom
ote
Bo
zem
an f
or
lacr
oss
e, s
occ
er a
nd
bas
ebal
l to
urn
amen
ts o
uts
ide
of
Mo
nta
na
Hig
h S
cho
ol A
sso
ciat
ion
•Su
pp
ort
mo
me
ntu
m o
f n
atio
nal
ly r
eco
gniz
ed r
un
s su
ch a
s R
un
to
th
e P
ub
an
d t
he
Bo
zem
an M
arat
ho
n.
•Tr
adit
ion
al s
po
rts
tou
rnam
ents
, bo
th s
tate
wid
e an
d r
egio
nal
274
Inte
rest
s64%
Scenic
Drivin
g
42%
Day H
ikin
g
42%
Wild
life
Wa
tchin
g
31%
Natu
re P
hoto
gra
phy
27%
Recre
ationa
l S
hoppin
g
23%
Car/
RV
Cam
pin
g
23%
Vis
itin
g O
ther
His
torical S
ites
22%
Vis
it L
ocal B
rew
ery
16%
Vis
itin
g M
useum
s
14%
Vis
itin
g L
ew
is &
Cla
rk S
ites
10%
Fis
hin
g/F
ly F
ishin
g
9%
Skiin
g/S
now
board
ing
8%
Vis
it F
arm
ers
Mark
et
8%
Din
osaur
Att
raction
21
275
Ove
rall
Go
als
•C
on
tin
ue
to b
uild
ou
r em
ail m
arke
tin
g lis
t
•Ex
pan
d o
ur
inb
ou
nd
mar
keti
ng
wit
h r
ein
tro
du
ctio
n c
amp
aign
s ea
ch s
easo
n
•Ta
rget
ed m
essa
gin
g
•B
road
en g
eogr
aph
ic t
arge
ts w
hile
tai
lori
ng
the
mes
sage
•C
olla
bo
rate
wit
h s
tate
an
d lo
cal p
artn
ers
to p
rom
ote
eas
e o
f ac
cess
•C
reat
e sh
ort
fo
rm v
ideo
s
•In
vest
in c
oo
per
ativ
e o
pp
ort
un
itie
s fr
om
sta
te, r
egio
nal
an
d lo
cal p
artn
ers
276
23
Spri
ng C
reat
ive
277
TBID
FY1
8 B
udge
t
24
Consum
er
Advert
isin
g$604,0
00.0
0
Gallatin V
alley T
ourn
am
ent
Com
mitte
e$85,0
00.0
0
Airline I
ncentives
$125,0
00.0
0
Airline M
ark
eting
$120,0
00.0
0
IPW
$10,0
00.0
0
Mark
eting S
upport
$166,0
00.0
0
Photo
s/V
ideo U
pdate
s$10,0
00.0
0
Oth
er/
Gra
nts
$80,0
00.0
0
TOTAL
$1,200,000.00
278
CV
B F
Y18
Bud
get
Consum
er
$133,2
00
Mark
eting S
upport
$70,9
09
Join
t Ventu
res
$48,0
00
Fulfillm
ent
$12,0
00
FAM
Tours
$5,0
00
TOTAL
$269,109.00
279