Board of Directors Meeting Agenda

12/12/2012
Board of Directors Meeting
December 11th, 2012
Agenda
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Welcome – Grizzly Harley Davidson
Introductions – Board & Audience
Approval of Minutes
Approval of Financials
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12/12/2012
Financials ‐ Public Funds
Public Account (August, September & October)
Income
$220,040,59
Expenses
$169,381,89
Checking/Savings Balance (Sweep)
$127,391.96
Expenses Year to Date FY 11‐12
$1,047,608.63
Budget FY 11‐12
$1,088,000.00
Percentage of Budget Spent FY 11‐12
Expenses Year to Date FY 12‐13
Budget FY 12‐13
Percentage of Budget Spent FY 12‐13
96.3%
$274,510.14
$1,184,000.00
23.2%
Financials ‐ Private Funds
Private Account (August, September & October)
Income
Expenses
Checking/Savings Balance (Sweep)
$40,490.83
$1,688.66
$84,304.67
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12/12/2012
Mission Statement
Glacier Country Regional Tourism Commission is a non‐
profit organization dedicated to a balanced partnership among eight western Montana counties (Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders), Glacier National Park and other entities, to effectively market the region to visitors and educate the public regarding the value of tourism, while encouraging respect for our outstanding natural environment and quality of life.
In short:
• Glacier Country is dedicated to promoting tourism in Western Montana
Values Statement
We will passionately pursue our mission with honesty, integrity, equality and respect.
• Honesty
– Operate fairly and with transparency to earn the trust of public and private partners, members and the travel and tourism industry at large.
• Integrity
– Exercise sound judgment and leadership benefiting residents and visitors to Western Montana.
• Equality & Respect
– Celebrate and honor the diversity of Glacier Country’s communities, cultures and natural beauty to foster a united sense of place.
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12/12/2012
Policy Change Review
Document Retention & Destruction Policy
• Located in Glacier Country By‐laws, Appendix C of Board Manual. Also located on the Member Center
• Purpose: This policy specifies how important documents (hardcopy, online or other media) should be retained, protected and eligible for destruction. The policy also ensures that documents are promptly provided to authorities in the course of legal investigations or lawsuits.
Board Member Spotlight
Robert Carette
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12/12/2012
Guest Speaker
Drew Geiger
Executive Director Report
Racene Friede
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12/12/2012
Executive Director Report
• Tourism Matters to MT Update/Voices of Montana Tourism
– Hired Drew Geiger again to be Tourism Matters to MT Legislative Consultant
– Will begin loading 2013 legislative news and bill tracking soon!
– Co‐Chairing the Voices of MT Tourism with Mike Schultz. Working on strategy for 2013 Legislative Session with all partners.
– Working with Voices sub‐committee about long term fundraising
– Working with MLHA, Voices and partners on how to have a cohesive collaborative strategy for this year’s session.
Executive Director Report
• Glacier Country Membership Update
– Active
• Existing – Single (235)
• Bundled Businesses (59)
– New (13)
– Return after dropping for 1 or more years (11)
– Dropped (18)
– Courtesy (53)
– TOTAL Members (347)
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12/12/2012
Executive Director Report
• TAC Update
– Complete agenda of meeting and presentations have been posted to the Member Center on http://membercenter.glaciermt.com/2012/01/02/boa
rd‐packets/
– Update on MT Strategic Plan Process
– Marketing Reboot
• TAC/Region & CVB Marketing Reboot. Looking at a complete “reboot” of the marketing plan process and rules and regulations regarding bed tax law, intent of law and fiscal responsibility of fund recipients. Considering a COMPLETE rewrite of all. Working with committee to do this.
Executive Director Report
• Marketing Boot Camp
• Day‐long Marketing Training
– Print and Online Advertising
– Webpage and Webpage Marketing
– Social Media and Publicity
• Fee for service ($100/member & $200 non‐member)
• Profit of $500
• HUGE thank you to The Wendt Agency, MMG/Missoulian and our own GC staff for making this a successful first event. 7
12/12/2012
Executive Director Report
• New Partner Relations Manager
– Welcome Julie Kieckbusch Jones!
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Start Date is January 2013
Part time
Resides in Frenchtown
Extensive background in member relations, customer service, advertising and sales
Marketing Report
Advertising
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12/12/2012
Webpage/Call Center
• FY 2013 (July – November)
– Telephone/Mail/Reader Service
• 1% (14,171)
– All Internet (email/chat) inquiries
• ‐ 3% (26,616)
– Total Webpage Unique Visit Traffic (Primary + Mobile)
• 3% (406,665)
– Travel Guide Interactive Unique Visits
• 30% (29,241)
– Blog Visitors
• 23,225
Inquiry Source Report – Top 10
• July – November
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Glaciermt.com National COOP Guestbook Texas Monthly National Geographic Traveler
Google/Bing/Yahoo Paid Referrals
Sunset Magazine
GC National Campaign 7080
4507
3155
3061
2853
2559
a. (Summer = 78 / Winter = 2481)
7. AARP
8. Better Homes and Gardens
9. Traveler Fun
10. Misc. Search Results in Search Engines
2231
1750
1655
1580
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12/12/2012
Winter Season 2013
Winter Warrior Mid‐Campaign Report
Winter Warrior
• Campaign Total $112,637
• National and In‐state Print and Online Digital Media
• Mid Campaign Online Results:
– Online CTR: .76%
• 8 Times National Average
– Total Clicks to Landing Page: 12,854
– Total Leads: 2481
– Views of YouTube Video: 19,679
• Entire campaign detailed on Member Center
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12/12/2012
Publicity
Tia Troy
Public Relations 12/13
• Received media since July 1, 2012
– Nearly $600,000 in editorial value
– More than 9 million in circulation (print, broadcast and internet)
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12/12/2012
New Coverage
• Calgary Herald: Golf (May 2012) • ModernMan.com: Bachelor Party in GNP (July 2012) • Powder: Big Mountain Jesus (August 2012)
New Coverage
• Calgary Herald, Vancouver Sun, Montreal Gazette, Red Deer Advocate, Edmonton Journal, canada.com: Nature and Spanx in Glacier National Park – A Girlfriend Getaway (July – August 2012)
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12/12/2012
New Coverage
• Missoulian: Road Trip Series (July – August 2012)
• Air France: Montana (August 2012)
• Beer West: Bitterroot River & Moose Drool (September 2012)
• Blissfully Domestic: Leaf Peeping (September 2012)
New Coverage
• Adventure Cyclist: The Stupids Invade Montana (October 2012)
• Delish.com: Dessert Inspiration from 50 States (November 2012)
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12/12/2012
Recent Projects
• Journalist Outreach
– Pitched various story ideas
– Responded to media queries
– Sent images for group tour brochure
– Assisted MToT with media itineraries and upcoming visits – Media outreach regarding winter visits to Western Montana
Recent Projects
• Press Visits
– Hosted Krista Simmons in Missoula
– Hosted “Fly‐fishing & Montana Brew” press trip
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12/12/2012
Recent Projects
• Media Support
– Major Network Reality Show: Assisted with details, provided on‐the‐ground support during pre‐scout and filming – Seattle Media Visit: Scheduled meetings with editors, hosted media mixer event, coordinated details, created story ideas and conducted follow‐
up as needed
Recent Projects
• Show Support – Warren Miller: Attended Seattle show, compiled giveaway for show, e‐blast to giveaway registrants, membership outreach for show, assisted with local premiere and trip itinerary for footage gathering trip 15
12/12/2012
Recent Projects
• Social Media
– Wander Montana Wednesday
– Attended SoMeT in El Paso, Texas
• Travel Guide
– Rewrote copy as needed, photo selection, met with MMG • Miscellaneous
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Wrote copy for new winter insert
Marketing Bootcamp
Winter Warrior campaign launch
Proofed Glacier Country section in MToT guide
Wrote copy for Discover USA
Upcoming Projects
• Press Trips
– Montana’s Winter Wonders, A Montana Culinary Adventure
– Various reactive and solo trips
• Content Gathering Trip with MToT
• Website
– Updating Meetings & Conventions & Weddings & Reunions
Full monthly reports are available on the Member Center
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12/12/2012
Tourism Sales
Debbie Picard
Excited to be here!
• Yes, I’m one of those tourist that visited and fell in love!
• Originated from Edmonds, just north of Seattle
• Last 16 years in Vancouver USA… not Canada
– Washington State.. not DC, Clark County…not Nevada, Near Portland, Oregon…not Maine
• 12 years in the Travel and Tourism industry
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12/12/2012
2013 Trade Show Schedule
– ABA Marketplace – January 5‐9 – NTA Travel Exchange – January 20‐24
– Go West Summit – January 28‐31
2013 Trade Show Schedule
– RMI Roundup – April 10‐12
– International Pow Wow – May 8‐12
– TAP Dance – June 2‐6 (option)
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12/12/2012
Meetings Update
• Thompson Falls Chamber meeting
– September 21, Thompson Falls
• Tourism Advisory Council – October 2, Daly Mansion, Hamilton
• MLHA Conference – October 22, Hilton Garden Inn Missoula
• Glacier Country Marketing Boot Camp
– October 30, Holiday Inn Missoula
• Region/CVB Meeting
– November 13‐14, MTOT, Helena
• Glacier Country Monthly Staff Meetings
Tour Operator Outreach
• Itinerary Assistance:
– Pam Lohse ‐ Global Travel Design, Minnesota
– Nancy Necke – Travel Agency, Germany
– Mark Hoffman – Sports Leisure, CA
– Mary Beatty ‐ Mayflower Tours, IL
– Heather Huska ‐ Anderson Vacations, Calgary
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12/12/2012
Meetings & Conventions
– Free membership for Glacier Country with The Alliance of Military Reunions ‐ listing on website, map, description
– Tweet: AllMilReunions New members: Western Montana's Glacier Country Tourism; Best Western Plus Hotel & Conference Center, Baltimore
– Assisted Tia with a story pitch for Drive‐to‐Meetings for Meetings Focus
– RFP distributed for HDR Young Professionals Regional Meeting in Western Montana
– RFP distributed for MillerCoors, high‐end property buyout FAM Tour for Meeting Planners
• Working to develop a Familiarization Tour for Meeting Planners this Spring or Fall
• Showcase Western Montana hotel properties and meeting venues to meeting planners
• Suggested companies include: Maritz Travel, ITM, AIMIA (formerly Carlson Marketing Group) and BI Worldwide
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12/12/2012
Partner Outreach Kalispell CVB – Diane Medler
Whitefish CVB – Jan Metzmaker
Missoula CVB – Barb Neilan
Glacier Park International (GPI) – Marc Ducharme
Bar W Guest Ranch, site tour – Heather Ready
The Resort at Paws Up, site tour – John Romfo
Smokejumper Visitor Center, site tour – Dan Cottrell
• Traveler’s Rest and Holt Heritage Museum, site tour
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Partner Outreach •
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Stevensville Downtown Assoc. – Joan Prather
Bitterroot Valley Chamber – Pat Easley
Sleeping Child Farms, site tour – Darla
Libby Chamber – Shanda
Eureka and the Tobacco Valley, site tour ‐Randy McIntyre
Columbia Falls Chamber – Carol Pike
Izaak Walton Inn, site tour – Stephen Malek
Sun Tours – Ed DeRosier
Lodgepole Gallery/Tipi Village – Darrell Norman
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12/12/2012
Partner Outreach • Cut Bank Chamber – Amy Overstreet
• Glacier County Historical Museum – Dennis Seglem
• Rocky Mountain Elk Foundation – Erin
• Montana Natural History Center – Arnie Olsen
• Rocky Mountain Military History Museum –
Tate Jones
• Triple Creek Ranch, site tour – Deb Schara
Additional Site Visits
• Visited:
– Garnet Ghost Town
– National Bison Range Wildlife Refuge
– Libby Dam
– Kootenai Falls and Swing Bridge
– Hungry Horse Dam
– West and East Glacier
– Troy
– Browning
– Darby
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12/12/2012
Other Business
• Proposed new information and photos for Glacier Country Profile Sheet/One Sheet for upcoming trade shows
• Writing new itineraries for a hub‐and‐spoke out of Missoula, fishing and breweries and agricultural tourism
• Submitted monthly activity logs, expense reports, per diem requests and Board presentation
Break
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12/12/2012
Committee Reports/Discussion
Executive Committee
Denise VanArtsdale
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12/12/2012
Executive Committee Report/Discussion
• 990 Form – Action Item
• Fall Board Meeting – Action Item
Audit committee
Bruce Haller
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12/12/2012
Nominations Committee
Bruce Haller
Marketing Committee
Denise VanArtsdale in lieu of Ryan Thompson
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12/12/2012
Marketing Committee Report/Discussion
– 2013 Travel Guide Update
Revenue Goal
$135,000 Total Revenue
$135,242
Estimated Payment to GC $4,000 New Members
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New Advertisers
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Total Advertisers
86
• 2012 Guide GC Paid $40,000
• 2013 Guide GC Made $4,000
Marketing Committee Report/Discussion
– 2013 Travel Guide Update
– THANK YOU MMG!
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Jim McGowan
Tia Metzger
Jacque Walawander
Stephanie Bull
– THANK YOU GC STAFF!
• Tia Troy
• Dottie Olofson
• Kristi McNeal
– Advertising is sold, copy, photos and member directory listings are in layout
– Final Draft to be reviewed by Marketing Committee on Wednesday, January 9th at 10 AM via web conference 27
12/12/2012
Marketing Committee Report/Discussion
• Travel Guide Cover Selection (The Wendt Agency)
Marketing Committee Report/Discussion
• Travel Guide Cover Selection 28
12/12/2012
Marketing Committee Report/Discussion
Warm Season Media Plan – Action Item
• In State
– Print Media
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Bozeman Daily Chronicle
Great Falls Tribune
Helena IR
Billings Gazette
Butte MT Standard
Missoulian
Ravalli Republic
Rediscover
– TOTAL PRINT PLAN •
$8,650 Online Media
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Bozeman Daily Chronicle
Great Falls Tribune
Helena IR
Billings Gazette
Butte MT Standard
– TOTAL ONLINE PLAN $1,700 Marketing Committee Report/Discussion
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National Digital Media
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Seattle Times.com
Seattle Times.com
Oregonlive.com
ChicagoTribune.comLATimes.com
StarTribune.com
AZCentral.com SFGate.com
Chron.com
Canada.com ‐ Edmonton Journal Canada.com ‐ Calgary Herald
Canoe.ca
Facebook
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Total $32,000 •
Digital Media ‐ Alternative Sites
– Run of Network "Lift" Plan
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$5,650 Display, mobile, video and streaming audio options available You Tube, Weather Channel, ESPN, Huffington Post, Fox News, CBS, CNN Targeting demographics, PLUS retargeting (people who have already visited your site) Cmp Rates at $10 cpm ‐ minimum 1,500,000 network impressions TOTAL NATIONAL DIGITAL
$37,650
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12/12/2012
Marketing Committee Report/Discussion
• National Print Media
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Better Homes and Garden Sunset
Sunset Travel Planner AARP Via ‐ AAA Texas Monthly StoneFly Rider Magazine
Alaska Air Magazine National Geographic Traveler TravelerFun.com Spring Vacation Guide Backpacker (MTOT Coop)
Brand USA Travel Guide (Coop with Yellowstone Country)
• TOTAL NATIONAL PRINT
• TOTAL WARM SEASON MEDIA
$97,845
$146,000
Marketing Committee Report/Discussion
• Warm Season Creative with “Share It” Concept (The Wendt Agency)
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12/12/2012
Marketing Committee Report/Discussion
• Marketing Committee Meeting
– February 12th or 13th?
– MSO HUB
– 10 AM to 3 PM ish VIC Committee
Robert Carette
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12/12/2012
Funded VICs
• Bigfork Area Chamber of Commerce • Bitterroot Valley Chamber of Commerce $3,200.00
$3,200.00 (Postage) $493.94 Reimburse $343.19
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Lost Trail VIC Blackfeet Tribe Columbia Falls Chamber of Commerce Cut Bank Area Chamber of Commerce Eureka Area Chamber of Commerce Friends of Savenac Seeley Lake Chamber of Commerce $3,200.00
$3,200.00
$3,200.00
$3,200.00
$3,200.00
$3,200.00
$3,200.00 (Postage) $125.00 Reimburse $96.83
Discussion
• Visitation Numbers:
– Assisted 24,600 Visitors from 24 Different US States and Canada
– Top 5
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Montana
Washington
Canada
Idaho
Utah
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12/12/2012
Agenda
• Old/New Business for Discussion at March Meeting
• Public Comment/Information Exchange
• Adjournment
Agenda
• Thanks for coming!!
• NEXT
– Glacier Country Board Meeting
• Tuesday, March 12th, 2013
• North Forty Ranch, Whitefish, MT
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