TABLE OF CONTENTS

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GJVCB Mission Statement/Board of Directors/Staff .......................................................6
2015 Review & 2016 Outlook ..........................................................................................7
2015 VCB Highlights .........................................................................................................8
VCB 2014-2016 Goal Review............................................................................................11
Leisure Vacation Traveler Marketing Objectives .............................................................12
Group Meetings and Conventions Marketing Objectives ...............................................13
Group Tour and Travel Marketing Objectives .................................................................15
Convention & Event Services Marketing Objectives .......................................................16
Visitor Center Marketing Objectives................................................................................17
Public Relations and Media Marketing Objectives ..........................................................18
Public Relations Budget ...................................................................................................19
Public Relations Working Calendar ..................................................................................20
Website and Internet Marketing Objectives ...................................................................21
Website Marketing Plan Budget ......................................................................................22
Community Relations Marketing Objectives ...................................................................23
2016 Trade Show Schedule ..............................................................................................24
2016 Media/Advertising Plan ..........................................................................................26
2016 Media/Advertising Budget ......................................................................................27
2016 Media Plan ..............................................................................................................28
GJVCB 2016 Budget..........................................................................................................29
2016 Expenditures and Revenue .....................................................................................30
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5
The Visitor and Convention Bureau’s mission is to proactively market the Grand Junction area, resulting
in the positive economic impact of visitor dollars.
Brad Taylor, Chair
Retired – Colorado State Parks
Kevin Reimer
SpringHill Suites, Fairfield Inn, Hampton Inn
Don Bramer, Vice Chair
DBHM, LLC
Julie Shafer
Shafer Marketing, LLC
Susie Kiger
Curly Q Communications Marketing
Billie Witham
Two Rivers Winery & Chateau
Jamie Lummis
Moody-Valley Insurance Agency, Inc.
Sharon Woelfle
Americas Best Value Inn
Josh Niernberg
Bin 707 Foodbar
Debbie Kovalik
Executive
Director
Barbara J.
Bowman
Kim Machado
Administrative
Specialist/
Office Manager
Division / Sales
Manager
Kathy Plunk
Mistalynn
Meyeraan
Administrative
Assistant
Kerry Graves
Grand Junction
Visitor &
Convention
Bureau Staff
Sales
Assistant
Marci Kurronen
Sales
Representative /
Contractor
Marketing & PR
Coordinator
Holly Prickett
Marketing & PR
Assistant
Erin Chapman
Kristin Lynch
Sales
Coordinator
Convention and
Event Services
Coordinator
Katharina
Morrison
Visitor Services
Specialist
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Tourism Matters
Tourism has finally turned the corner, and we have much to celebrate! 2015 was not only the Grand
Junction Visitor & Convention Bureau’s 25th anniversary, but it was also the best overall year in five
years for lodging tax revenues, which increased by 9.1%; this was the highest year for collections since
2008! This increase corresponded with the overwhelming positive year end stories we heard from
tourism partners across the Grand Valley about how “grand’ 2015 was for them as well. Lower gas prices
and large events added to this year’s success, beginning with the GJ Off-Road Mountain Bike Race and
Downtown Music Festival event followed by JUCO, Ride the Rockies, Country Jam, Tour of the Moon,
and finally, the Grand Junction Air Show.
The GJVCB is happy to announce that we were the recipient of two additional honors in 2015. Out of
more than 1,300 entries submitted this year, we were awarded the Hospitality Sales and Marketing
Association International (HSMAI) Adrian Silver Award for the direct mail campaign (meeting planners)
and the Adrian Bronze Award for the “Dramatically Different” advertising campaign. These awards
honor creative excellence and best practices in hospitality, travel and tourism-related marketing.
Unique visits to the website reached over 500,000 in 2015, an increase of 28.1%. Sales and Convention
Services exceeded goals! Due to the strong relationship we have with the Colorado Tourism Office
(CTO), we showed over 70 media from around the world what fantastic attributes make up the Grand
Valley! Our partnership with the CTO has also resulted in over 292 international tour companies offering
trips/tours that include Grand Junction. We are truly on the international map!
All national research is indicating that 2016 will also be a strong year, especially with lower gas prices
and the 100th Year Anniversary of the National Parks. A beautiful picture of the Colorado National
Monument by local resident Donna Fullerton is the cover for the National Parks 100th Year Celebration
publication! The VCB will have a new website design and the site will be responsive whether you are
using a PC, tablet, or mobile device because research demonstrates that hand held technology is the
main device used in tourism research and booking. We will be completing the year-long tourism
economic impact study and will be excited to present the results in early 2017.
Many thanks to the VCB Board of Directors and the VCB’s tourism partners for their continued
commitment and support; we all live in an amazing destination that has the ability to create endless
“Magic Moments in Hospitality”.
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
Lodging tax collection was $1,365,332 in 2015, a 9.1% increase over 2014.

The VCB website experienced a 28.1% increase in unique internet users during 2015, with total
unique visits totaling 535,204. The focus for 2015 was to redesign the website, making it responsive
and eliminating the need for both a desktop site and a mobile site.

The average daily rate in Grand Junction in 2015 was $83.19, compared to $79.63 in 2014 (an
increase of $3.56). Average room rates in the Denver area went from $124.37 in 2014 to $133.65 in
2015. (figures taken from the Rocky Mountain Lodging Report)

In 2015, the GJVCB won two Hospitality Sales and Marketing Association International (HSMAI)
Adrian Awards: A Silver Award for the direct mail campaign (meeting planners) and A Bronze Award
for the “Dramatically Different” campaign. These awards honor creative excellence and best
practices in hospitality, travel, and tourism-related marketing.

In 2015, the Sales Department issued 97 leads, up 6.2% from 2014. This number also includes the
Front Range Sales Representative’s goals. The number of group contacts made by the Sales
Department was 2,408, down 15% from 2,834 in 2014. In 2015, the VCB Sales Department lost one
of its long time employees through retirement and the position was not replaced for over a month;
it took an additional two months to get the new employee up to the proficiency of the average
contacts.

In 2015, the Visitor Center served 13,840 visitors, down slightly from 14,284 in 2014.

Convention Services staff worked with 125 groups and events in 2015. Welcome packets,
information tables, registration support, name tags and customized spouse and/or social programs
continue to be well-received services. Convention Services also continued to offer the popular
“attendance builder” services such as “Save the Date” postcard mailings to the client’s list;
electronic “Save the Date” messages and customized group web pages that are housed on the VCB’s
website have become very popular as well.

The VCB hosted 26 media FAM (familiarization), trips with approximately 77 writers, journalists, and
photographers in 2015, as compared to 55 writers in 2014 and 53 writers in 2013.

The theme for the 2015 GJVCB Annual Meeting was “Tourism Matters”. There were nine individual
inspirational and educational videos featuring our tourism partners, as well as one montage.
http://www.visitgrandjunction.com/gj-tourism-matters.

In 2015, a new advertising campaign was launched, “Dramatically Different”.

The VCB slightly changed the brand motto to “Colorado’s Wine Country”, showing possession, in
place of “Colorado Wine Country”.
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
A new logo was introduced in 2015, both with and without the “Visitor & Convention Bureau” tag
line, depending on the specific use of the logo.

VCB staff attended the “Taste of Colorado” media and sales mission in Toronto, Canada.

The VCB was awarded a $7,000 Colorado Tourism Office Matching Grant, in partnership with
Powderhorn Mountain Resort, totaling $15,000 spring ski campaign in 2016.

A year-long intercept research study began in July 2015. Final results will be available in January
2017.

In 2015, Public Relations produced a 73% increase in impressions and a $402,349 estimated ad value
for earned media. Coverage highlights included Yahoo, Elevation Outdoors, Denver Post,
Girlsgetaway.com, Denver Life, Golf Advisor, CW2, Fox21, Mix 100.3, Colorado Springs Gazette, USA
Today, The Today Show with Kathie Lee and Hoda, plus many more.

The Today Show with Kathie Lee and Hoda featured Grand Junction as a destination give-a-way.

The GJVCB assisted with the a Trains, Planes and Automobiles weekend promotion with Amtrak’s
Exhibit Train, the Grand Junction Airshow, and Allen Unique Autos.
http://www.visitgrandjunction.com/grand-junction-celebrates-trains-planes-and-automobiles

aRes Travel online lodging reservation system on VisitGrandJunction.com has been in operation for
almost two years. Grand Junction VCB can offer lodging reservations directly on
VisitGrandJunction.com with a no commission model to participating lodging properties and began
working on a commissionable model for packages in 2015 that launches in 2016. $47,532.53 was
generated in revenue for lodging partners and 305 transactions were booked in 2015.

In 2015, the Smerf (Social, Military, Education, Religious and Fraternal) market generated the largest
number of sales leads issued, followed by Sports, Association and a tie between Government and
Corporate. In 2015, our Membership (i.e. lead generator organizations such as CVENT) became the
top source of sales leads generated, followed by the local community.

The average group size of confirmed business (these reflect not only meetings, but sporting events,
reunions, weddings, etc.) in 2015 was 260 attendees compared to 318 in 2014, with an average stay
of 3.1 days, which was slightly more than 2.52 nights in 2014.

The Sales Team conducted 19 individual familiarization tours and site inspections for Tour Operators
and Meeting Planners in 2015; this was substantially up from nine in 2014 (this does not include the
Denver Contract Sales).

The group sales and marketing department coordinated a direct mail piece that was sent to over
780 meeting planners on the Front Range. This year, the piece was a bottle of the local product,
Dad’s Hot Sauce, with a recipe for peach salsa (with Dad’s Hot Sauce as an ingredient) and an
invitation to pick up peaches at one of two Denver area locations. Invitations were extended to
meeting planners and tour operators resulting in over 85 attendees (in 2014 attendance was 70).

2015 was the first complete year for the current Front Range Sales Representative, Marci Kuronnen.
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
In 2015, Visitor Center volunteer ambassadors assisted Convention Services with a variety of events
such as Tour of the Moon, Club 20 Events, Western Slope Senior Games, Special Olympics Colorado
Summer Games, Ride The Rockies, BMX Nationals, as well as ushering for special events at the
Avalon Theatre.

The top six countries for international visitation to the Grand Junction Visitor Center in 2015 were
Canada, Germany, England (UK), Australia, France, and the Netherlands.

The VCB staff and board personally delivered the 2015 visitor guides and rip-n-read maps to over 50
lodging properties and selected attractions.

In recognition of National Tourism Week, the VCB staff hosted a 3rd Annual Attraction Open House
for all lodging properties’ staff and VCB volunteers to provide the opportunity to learn more about
local attractions and events available to Grand Valley tourists. Twenty one area attractions/activities
displayed and participated, with over 60 attendees.

The tour and travel profile was translated into Italian and posted on the visitgrandjunction.com
website.
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Category
2014
Goals
2014
Actual
2015
Goals
2015
Actual
2016
Goals
Lodging
Tax
$1,273,771
$1,251,285
$1,337,460
$1,365,332
1,404,772
Brochure
Fulfillment
6,000
8,526
8,500
9,069
9,200
Visitor
Center Visits
16,000
14,284
15,000
13,840
14,000
Sales
Leads
91
91
94
97
101
Convention Groups
132
148
120
125
130
Unique Web Site
Visits
393,640
518,924
622,708
535,204
550,000
Economic
Impact of
Sales/Convention
Groups
$2,534,366
$2,758,105
$2,840,848
$2,485,181
$2,584,588
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WHO
The Leisure Vacation Traveler includes in-state, national, and international visitors. The majority of
Grand Junction’s leisure travelers arrive by car from the Front Range and have been to Grand Junction
more than seven times.
STRATEGIES AND TACTICS
 Remarket to the leisure travelers who used
the new online booking engine in 2015 on
VisitGrandJunction.com.
 Continue with the social media campaign,
#shareGJ. Add exposure by participating in
the Colorado Tourism Office co-op pilot
program for Facebook in Spring 2016.
 Expand social media channels.
 Regionally promote overnight stays through
VCB Board of Director Special Events
funding recipients (18 events were funded
in 2015 + 5 marquee event sponsorships).
 Maintain resources for public and media
relations efforts to achieve more recognition of Grand Junction in-state, regionally, and in Utah
markets (i.e. Winefest, Front Range Peach Promotion, participate in media receptions).
 Send six consumer e-zines to drive traffic to website and build awareness for events and attractions.
 Distribute 90,000 Visitor Guides throughout Colorado and Colorado State Welcome Centers, visitor
information centers, area attractions, area hotels, and trade shows, as well as in response to
advertising inquiries.
 Continue niche promotions and packages which will focus on “mud season” biking and golf
promotions in the mountain regions and a unique ski package. Maximize public relations and social
media efforts in promoting these packages, and maximize the use of co-ops with partners as much
as possible to expand the budget and thus the reach of each campaign.
 Continue to use the Colorado Tourism Office PR Team, Heritage and Agriculture Team and
Digital/Social Media Team as resources.
 Continue the print and free distribution of the color version of the Visitor Guide map for use by the
visitor center, lodging properties, retail shops, and restaurants to direct tourists around Grand
Junction.
 Coordinate and attend the Denver Golf Expo in February with area golf and lodging partners.
 Coordinate and attend the Colorado Bike Expo in Denver in May, inviting biking partners to
participate as well.
 Utilize regular industry eNewsletters sent to local partners and travel industry stakeholders in order
to garner increased participation and open communication.
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WHO
The Group Sales Department focuses on attracting groups reflecting the following profile of market
segments: SMERF (Social, Military, Educational, Religious, Fraternal); Corporate; Government;
Association; Incentive; Sports.
The meetings and convention groups the VCB targets are primarily from Colorado and the surrounding
region. Grand Junction’s competition continues to be other Colorado cities, resorts, and regional states.
Group lead time varies from one week to five years.
STRATEGIES AND TACTICS
 Use a combination of telemarketing,
mailings, and email to make “direct contacts”
with meeting planners, primarily in Colorado
and the Rocky Mountain region. In 2016, a
second quarter blast email will be sent to the
Meetings & Conventions market, so that a
“touch” will be made to the Meetings &
Convention market each quarter.
 Maintain
memberships
in
selected
organizations related to meetings and
conventions.
 Attend and participate in tradeshows, sales
missions and sales events to increase the awareness of Grand Junction as a meetings destination.
 Continue to promote Grand Junction on the internet by updating content and responding to
inquiries made through the GJVCB website. Advertise in selected publications to reach target
markets.
 Continue the increased emphasis on telemarketing prospective clients in the GJVCB database (over
3,000 records represent all markets).
 Attend at least three state and regional tradeshows targeting meeting planners. Local lodging
properties will be invited to attend with the GJVCB when possible. Enhance the partnership with
Colorado Mesa University’s Greater Grand Junction Sports Commission.
 Retain membership in the Colorado Meetings Christian Association to continue expanding the faithbased market segment.
 Design two to three events in Denver for a selection of qualified meeting planners. Again in 2016, a
Peach Give-Away will be held.
 The Front Range Sales Representative proposes to attend 15 luncheons per year at various meetings
oriented associations such as Destination Colorado, Colorado Society of Association Executives,
Society of Government Meeting Planners, and Meeting Planners International, with the goal of
increasing awareness about Grand Junction as a meetings destination. 2015, was the first full year
completed by the new Front Range Sales Representative, resulting in 1,160 contacts, which was
below the goal of 1,404 (this number is not included in the previous sales department contacts).
Continue to work to attract the interest of additional affinity groups (i.e. car and motorcycle touring
clubs, biking clubs, equestrian groups, and religious groups).
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










Continue to work with lodging properties that have meeting facilities and Two Rivers Convention
Center to target larger groups who will use the Convention Center, along with the newly renovated
Avalon Theatre and multi-lodging properties.
Coordinate meeting planner site visits with local lodging properties with the goal of persuading two
to four qualified meeting planners to visit Grand Junction throughout 2016.
Coordinate pre-emails to meetings tradeshows that will provide a list of attendees before the show
to stimulate booth traffic.
Coordinate a meeting planner direct-mail campaign that will be sent to the GJVCB database.
Continue advertising in Colorado Meetings and Events Magazine. Continue online marketing on the
Destination Colorado website.
Work with publications for free listings and editorial in major meetings publications, directories, and
websites.
Hold quarterly coffees and sales meetings with local lodging properties to enhance open-ended
communication in order to work effectively together.
Mail the 2016 Grand Junction Official Visitors Guide to all meeting clients in the GJVCB database.
Develop public relations strategies for obtaining print coverage in meetings-related publications.
Due to the fact that CVENT has become one of the foremost cloud-based event management
platforms on the market, the VCB will continue with the upgrade, enhanced listing on the CVENT
website. The GJVCB will continue to investigate the meeting opportunities in the Salt Lake City,
Utah market.
In 2016, the GJVCB will continue to produce a restaurant coupon page to be included on the website
and in welcome packets when requested.
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WHO
The group sales department focuses on working with tour operators, wholesalers, receptive/incentive
operators, and travel agents to bring domestic and international group travelers through motorcoach,
FIT (foreign independent traveler), fly/drive, special interest and student travel. The competition for this
business is the WORLD! Group market planning lead time typically runs one month to a year-and-a-half.
STRATEGIES AND TACTICS
 Use a combination of telemarketing, mailings, and email to make “direct contacts” to tour
operators.
 Attend and participate in tradeshows and sales missions (both domestic and international) to
increase the awareness of Grand Junction as a tour destination. Continue to promote Grand
Junction on the internet by updating content and responding to inquiries made through the GJVCB
website.
 Retain memberships in National Tour Association, U.S. Travel Association, Tour Colorado, and Grand
Circle Association.
 Coordinate two to four domestic and international familiarization tours with the Colorado Tourism
Office, Tour Colorado, and the Grand Circle Association, with the goal of obtaining two to four new
tour programs.
 Mail the 2016 Visitor Guide to all tour and travel contacts in database.
 Place advertisements in Colorado International Destination Travel Guides coordinated by the CTO in
the UK, France, Japan, Mexico, China, Brazil, Italy and Germany. Develop an email that will target
primary international contacts to encourage new product development and appointments at Pow
Wow.
 Advertise in the Denver Metro CVB Planner.
 Develop PR strategies for obtaining media in tour and travel publications.
 Work with publications to promote free listings and editorial in major tour publications, directories,
and websites.
 Continue to participate in the international promotions committee through the CTO to further
develop the international tour and travel market segment.
 Direct tour operators to the translated profiles available on VisitGrandJunction.com.
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WHO
Convention & Event Services (CES) is part of the Sales Team. At the GJVCB, the position encompasses a
broad range of sales, visitor services and event planning components. CES is a VCB team effort that
benefits from the creative and organizational talents of the entire staff, including the visitor center
volunteers.
For the purposes of this document, the definition of events, as supported by Convention Services, can
include meetings, conferences, conventions, reunions, festivals, car or motorcycle rallies, sports and
many others that do not fit into a specific category.
WHAT
The CES priorities include the following:
 Build a repeat client base of events to bring in more
‘new money’ economic impact for Grand Junction. In
Sales, it is acknowledged that the best client is the
one you already have. CES works first to keep those
clients and then to attract new ones in niche markets
not already handled by other members of the Sales
Team.
Each event is unique, especially to its
organizer, so customized attention, although time
consuming, is warranted.
 Capture a larger portion of the event production
costs for the local businesses. Examples of services
an event planner might need that local businesses
can provide include meeting sites, catering, audio-visual equipment, printing, transportation, tshirts, trophies, and local event organizers.
 Attract new events, either by working with local planners or by talking with established event
organizers to move an existing event to Grand Junction or to add another one in Grand Junction.
 During an event, increase the visits to local businesses for shopping or dining by event attendees.
 Build beneficial relationships with service and attraction (rafting companies, museums, etc.)
providers to increase the ‘inventory’ of what Grand Junction has to attract event organizers.
STRATEGIES AND TACTICS
 Initiate early contact with organizers to begin relationship building. Make sure event organizers
know they are welcomed and valued.
 Fulfill whatever Bureau services were agreed upon with event organizers.
 Look for opportunities for event production service contracts to be directed to local businesses.
 Support the Sales Team in preparing sales leads and RFPs, with a focus on the services and social
opportunities.
 Continually assess the industry-wide convention services programs and implement new services as
appropriate for this Bureau.
 Mentor event planners, if needed, to ensure they are successful based on the appropriateness of
the event for our target markets and the anticipated return on investment (time and money).
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WHO
The Grand Junction Visitor Center provides friendly
assistance, information, and services to visitors as well
as to Grand Valley residents and businesses. The Visitor
Center is open seven days a week and is staffed by 90
enthusiastic and knowledgeable volunteers who
donate 9,000 service hours each year. The Visitor
Center recruits, trains, and schedules volunteers who
staff the Center, keep informational brochures in stock,
and attend monthly FAMs or seminars to stay well
informed. Recruiting and maintaining the optimum
volunteer staffing level is critical to the successful
operation of the Visitor Center. Volunteers also
provide assistance to groups by assembling information
packets for distribution to attendees, helping at event
registration, and at welcome/information tables at events throughout the Grand Valley, to answer
questions and provide directions for out-of-town visitors.
The Visitor Services Coordinator currently assists with managing the Grand Junction Regional Airport
Ambassador Desk on a trial basis. The hours of operation may be expanded to include some of the
evening de-planements, and volunteers will be scheduled when possible to provide additional coverage
at the information desk.
STRATEGIES AND TACTICS
 Continue to develop awareness of the Visitor Center as a resource for the community and increase
referrals from lodging properties, attractions, and area businesses.
 Maintain up-to-date information that highlights the diversity of activities in the Grand Valley.
 Continue to host school groups, local community groups, and organizations at the Visitor Center.
 Maintain a high level of volunteer retention which helps ensure appropriate volunteer staffing levels
necessary to serve visitors.
 Recruit new volunteers through a variety of resources, including word-of-mouth. Volunteers
continue to be the best resource for new volunteer recruitment.
 Continue informational volunteer newsletters, educational tours and training to increase the
volunteers’ knowledge and ability to extend visitor’s length of stay.
 Offer additional computer, website and Visitor Guide training for volunteers which will improve
their ability to find local area attractions and assist customers with current weather and road
reports.
 Maintain a geocache location at the Visitor Center.
 Continue a high level of communication with weekend volunteers with monthly newsletters, the
volunteer information bulletin board, and phone calls.
 Continue to seek ways to convey that the Visitor Center offers services for locals as well as visitors
(i.e. through news articles, media coverage, and volunteer/staff word-of-mouth).
 Explore community partnerships which will help increase Visitor Center visits.
 Continue to share information and ideas with other visitor centers and volunteer managers.
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*Contract with Ore Communications
WHO
The Public Relations and Media Marketing program maintains relationships and generates interest to
publications and independent travel writers outside of Grand Junction, both nationally and
internationally. Publications and individual travel writers, general interest writers, and bloggers are
contacted in a variety of ways including through in-person visits, desk side meetings, telephone calls,
media releases, social media, and lead follow-up.
ONGOING TACTICS
 Ore Communications will attend SATW events
 Follow-up on all media leads
 Collaborate with CTO on media pitches, press releases and press trips
 Cooperate, as applicable, with other Ore Communications clients & resort PR departments for
joint press trips, PR efforts, etc.
 Continue building media lists in key markets, including CO, CA, TX, IL, AZ, KS, NY, NM
 Focus on outdoor journalists in Seattle and Portland
 Organize and assist in hosting two main media FAM trips in 2016
CRISIS COMMUNICATION
 Ore Communications will continue to support GJVCB in crisis communications initiatives.
NEWS BUREAU & ACCOUNT SERVICE
Ore Communications will provide ongoing strategic public
relations and communications consultation. We will:
 Evaluate all media opportunities and respond accordingly
 Distribute photo and video assets per the needs of
journalists
 Write and distribute news announcement press releases
that correspond with key campaigns
 Update the online press room with key placements and
press information
 Participate in on-going brainstorm sessions with the
GJVCB team and its marketing/advertising partners as
needed
 Monitor editorial for opportunities
 Send hit announcements and clips ensuring that outlet’s
social channel information is included for easy sharing and
tagging
18
*Contract with Ore Communications
19
*Contract with Ore Communications
20
* Contract with Miles Media Partnership
SUMMARY
The digital marketing plan for the Grand Junction Visitor and Convention Bureau in 2016 is centered
around the launch of the new, responsive website in early February. Driving traffic to the website
through organic and paid channels, as well as increasing the conversion rates,
are the core goals that are supported by the tactics below.
STRATEGIES & TACTICS

Website improvements and optimizations continue to form the
foundation of the work in 2016. Especially now with the new site, we
are monitoring key performance indicators closely to determine how to
make the site better and more user-friendly.

Prepare, publish, and deploy six promotional digital newsletters, as well
as two custom campaigns. As a direct traffic generation tool, the email
campaigns are an important source of qualified, repeat visitors to the
site. For 2016, targeted list segmentation will be a feature to test
increasing engagement by identifying geographic or other
demographics with certain messaging. The other component of the
email program is sustained database growth. We will do so by gathering newsletter opt-in
through online form collections, trade shows, events and the Visitor Center.

Search Engine Marketing (SEM) campaigns to increase visits to the website from Google search.
With the ever-changing landscape of Search Engines, SEM is becoming more important than
ever. With the release of Google Destinations and other recent algorithm updates, the only way
to ensure that branded and non-branded results appear on the first page is via pay-per-click
advertising. The goal for this program in 2016 is driving traffic to the website with less emphasis
on awareness measurements. We will layer in a Gmail advertising option that is new this year,
too.

Content development and search engine optimization comprise a large focus in 2016. We will
continue to monitor and update keywords through BrightEdge SEO to improve search engine
results page (SERP), and organic performance. New content creation to target keyword
opportunities will also support the digital marketing efforts.

Personalization features on the website to support key marketing objectives for the GJVCB by
leveraging GetSmart Content. This means increased testing and optimizing for messages on the
homepage aimed at users depending on the device usage, location and campaign referrals. One
example is a mobile-focused message to encourage a stop at the Visitor Center for website users
that are within 50 miles and using a mobile device.
21
*Contract with Miles Media Partnership
Strategic Services
$15,000.00
Content/GSC
$40,000
Media Management
$3,750
SEM
$16,000
SEO
$9,600
Email
$22,650
Website Hosting
$10,800
Website Maintenance
$18,000
Virtual VG
$1,200
Website Analytics
$9,000
Web Dev
$24,000
TOTAL
$170,000
22
WHO
This program educates residents, businesses, and clubs of the Grand Valley about the importance of
tourism to the economy as well as the complimentary professional services the GJVCB provides.
STRATEGIES AND TACTICS
 Produce the GJVCB Annual Report
 Offer several educational workshops, “2016 Educational
Seminar Series”, for industry partners throughout the
year in order to keep them engaged and connected with
the VCB (i.e. OTA revenue management, social media,
marketing content and PR seminars).
 Continue to write and send press releases to local media
about VCB awards, industry news, and changes.
 Send press releases on behalf of groups or events
seeking PR assistance
 Attend meetings and/or request speaking engagements
for GJVCB staff to present the economic impact of
tourism in the Grand Valley.
 Continue to partner with DDA, GJEP and other partners.
 Promote the VCB website calendar as the “most
complete” online calendar in the Grand Valley and solicit
information from event organizers.
 Encourage area event organizers to apply for Special
Events Marketing Assistance. This allows the bureau to
align itself locally in addition to providing an expertise
that new event planners, often times made up of volunteers, may not possess.
 Maintain staff memberships in area civic organizations and volunteering with non-profit
organizations.
 Maintain staff membership with MCCOA (Mesa County Communications Officer Association),
volunteering time on various committees including the non-profit committee.
 Lead and organize the Special Events Task Force, pulling together permitting agencies and key
stakeholders from across the valley to focus on best practices of implementing events in the valley.
 Regularly attend Outdoor Recreation Coalition meetings.
 Regularly attend MACO meetings.
 When available, guest teach at Colorado Mesa University and other universities in the state.
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Market Segment: Meetings and Conventions
Denver Monthly Meeting Organizations
Monthly - Denver, CO
Description: The Grand Junction Front Range Sales Representative attends monthly meetings of the
Colorado Society of Association Executives (CSAE), Society of Government Meeting Planners (SGMP) and
Meeting Planners International (MPI).
Denver Events with Meeting Planners/Tour Operators
2016 - Denver, CO
Description: The Front Range Sales Representative and the VCB will be coordinating one to two
events for qualified meeting planners and tour operators which could include a meal or fun activity.
Dates and locations are to be determined. Cost: Travel expenses and possible fee.
Tourism Day at the Capitol & Legislative Reception
January 25 - Denver, CO
Description: Hosted by the Tourism Industry of Colorado, TIAC, the event includes briefings from
the CTO on state-wide issues, information on upcoming legislation that could impact the industry, and
provides an opportunity to meet with Colorado legislators.
Meetings Industry Council
March 17 - Denver, CO
Description: This is an annual show that targets meeting planners and corporate travel planners
from several Denver associations such as CSAE (Colorado Society of Association Executives), PCMA
(Professional Conference Management Association), and MPI (Meeting Planners International), RMBTA
(Rocky Mountain Business Travel Association).
CSAE Annual Conference
May 25-27 - Vail, CO
Description: CSAE holds an annual conference for its membership, which includes association
executives and suppliers.
Governor’s Conference on Tourism
September 14-16 - Breckenridge, CO
Description: The annual Governor’s Tourism Conference offers an ideal environment for tourism
experts and industry leaders to explore avenues to build upon past successes and discuss future
directions.
SGMP Educational Conference
October 2016 - TBA
Description: SGMP (Society of Government Meeting Planners) is a non-profit professional
organization of persons involved in planning government meetings – either on a full or part time basis.
This is an annual educational conference for both suppliers and meeting planners of the Rocky Mountain
Chapter.
Destination Colorado Front Range Tradeshow
December 2016 - Denver, CO
Description: Destination Colorado produces its own Front Range trade show, targeting meeting
planners across the Front Range. This trade show provides the perfect opportunity to meet with
planners interested in booking business in-state. Website is desinationcolorado.com *You must be a
member to attend this show.
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Market Segment: Domestic Motor coach/Packages Travel
National Tour Association
January 31-February 4 - Atlanta, GA
Description: NTA is the largest packaged travel association in the world with nearly 4,000 members
made up of tour operators, receptive operators, and suppliers. *You must be a member to attend this
tradeshow.
Market Segment: International Tour and Travel
Go West Summit
February 22-25 - Anchorage, AK
Description: The Go West Summit is a marketplace that brings together unique suppliers from the
Western U.S. with international tour operators looking to expand their group tours and individual leisure
travel in the American West region.
IPW (POW WOW)
June 18-22 - New Orleans, LA
Descriptions: IPW (Pow Wow) is the largest international travel tradeshow in North America with
approximately 4,000 attendees representing over 75 international countries.
Market Segment: Consumer Tradeshows
Golf Expo
February 19-21 - Denver, CO
Description: This annual show provides an opportunity to meet over 11,000 consumers interested
in Colorado golf destinations. Booth representatives from area properties must have a golf package on
the VCB website to participate and each participant works two shifts at the tradeshow booth.
Colorado Expo 2016
May 14 - Denver, CO
Description: This event is an official kick-off to cycling season in the State of Colorado. The event will
be held at the Colorado Convention Center with over 50 prospective vendors ranging from retail,
tourism, cycling clubs, media, and our sponsors for the event; Primal and Audi Denver.
25
*Contract with Hill Aevium
Campaign Promise:
In 2016, we plan on evolving the current campaign “Dramatically Different” to continue positioning
Grand Junction as a dramatically different side of Colorado, a unique destination with something for
everyone. We will continue bringing to life those specific differences that makes Grand Junction truly
different, from the breathtaking scenery to the 22 beautiful wineries. Currently, roughly half of our
audience identifies Grand Junction as Colorado’s Wine Country. People with school-age children are
more likely to recall Colorado National Monument; the millennial audience thinks of Grand Junction as
just a college town. In addition, many people pass through on I-70 on the way to the mountain biking of
Fruita and Moab without stopping to experience Colorado’s Wine Country. Our goal is to change these
perceptions so that when our target audience thinks of a Colorado destination experience, they put
Colorado’s Wine Country and Grand Junction’s vast activities and amenities on the top of their list.
Target Audiences:
Primarily, we are targeting drive market Colorado residents on the Front Range. Based on YTD
information we have via the visitor intercept study, we know the target skews female, between the ages
of 55-65, highly educated, employed, and with a propensity towards wine, the monument and
outdoor/Colorado lifestyle. Although this is our primary audience, we also have a goal of attracting
younger millenials. All of our messaging is cross-generational, with the knowledge that aging Boomers
and 30-somethings are the fastest growing segments.
o HHI $75,000 - $130,000
o Gen Y/Millennials - Girls Getaways,
o 55-65 years old- general
Adventure
o 30-44 years old- family message
o Gen X - early 1960’s to early 1980’s o D.I.N.K.
Monument
Objectives:
Our primary objective is to show how Colorado’s Wine Country has all the great Colorado amenities and
activities but provides a unique, different experience than anywhere else. This makes the drive absolutely
worth it, whether it’s for a getaway or a group event.
Key Insight:
Grand Junction is a different side of Colorado. It’s got all the great and beautiful things about our state,
but there’s a lot more you won’t find anywhere else. It’s Colorado’s Wine Country with 22 wineries and a
climate perfect for vineyards. It’s where the dramatic desert reds of Colorado National Monument meet
the vibrant, lush greens of the Grand Mesa. It’s where two majestic rivers come together, nestled in a
valley that’s thrived for decades and nurtured generations of people happy to have visitors.
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*Contract with Hill Aevium
Advertising Services – Proposed Budget
The following is the proposed budget for the Advertising services contract for the City of Grand Junction,
Grand Junction Visitor & Convention Bureau account.
Hill Aevium’s goals for the Grand Junction Visitor & Convention Bureau account in 2016 include the
following:



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

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Increase length of stay, occupancy and ADR through marketing efforts
Continue to evolve and expand the Dramatically Different campaign established in 2015
o Expand upon our 7 current message groups to target specific activities
Assist the VCB in maintaining and expanding its position as the only Colorado’s Wine Country
destination in the state
Strategically track all media in market place—determine goals and conversions based on call to
action and report on return on investment
Continue research strategies resulting in the completion of an economic impact study
Utilize Hill Aevium’s media buying clout to leverage all buys, centralizing contracts for more
efficiency and reach
Continue to expand the brand to all mediums
Continue to focus on building shoulder and winter season growth
Continue building and developing co-op partnerships that are mutually beneficial
Media
$200,055
Research
$15,136
Branding and Ad Production
$50,000
Account Management
$44,400
Media Research, Strategy Development
$8,409
Collateral and Direct Mail
$22,000
Total
$340,000
2016 HA Budget
Media
Research
Branding & Ad Production
Account Managemnet
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Media Research, Strategy
Development
Collateral & Direct Mail
*Contract with Hill Aevium
Below is a synopsis of the specific media in which the Grand Junction VCB will advertise during 2016. A
detailed plan with timing of ads in specific publications or mediums as well as a budget breakdown is
available upon request.
Leisure Magazines & Newspapers
 Colorado Life
 Elevation Outdoors
 Texas Monthly
 AAA Encompass
 Salt Lake City Magazine
 Colorado State Vacation Guide (Colorado Official State Vacation Guide)
 Grand Circle Travel Planner
 Rocky Mountain National Parks
Group/Meeting Publications
 CVENT
 SGMP
 CSAE
 MPI – Rocky Mountain Chapter
 Colorado Meetings & Events
 Visit Denver
Broadcast
 Colorado.com Video
 Comcast
 Hulu
Online
 Colorado.com
 Denver Newspaper Agency
 MyRockyMountainPark.com
 Elevation Outdoors
 MTBR.com
 AAA Encompass
 Tripadvisor.com
 Teton Gravity Research
 Meta Direct
 Online Advertising Campaign (Network)
Outdoor
 Billboards in Denver/Metro
 16th Street Mall Shuttles
 16th Street Mall Bus Tails
 Bus Wraps in Eagle County/Summit County
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Operating Supply ......................................................................................... 17,675
Postage/Freight............................................................................................ 24,000
Maintenance & Repairs .................................................................................. 6,000
Printing/Publications ..................................................................................... 8,000
Marketing Campaigns & Visitor Guides ..................................................... 236,395
Telephone ....................................................................................................... 9,380
Mileage Reimbursement................................................................................ 1,100
Training ........................................................................................................ 14,000
Travel ........................................................................................................... 26,150
Dues ............................................................................................................. 14,820
Contract Services ....................................................................................... 594,394
Community Participation ............................................................................... 1,000
Special Events .............................................................................................. 35,000
Sponsorships ............................................................................................... 26,000
Data Processing ............................................................................................ 93,893
Interfund Charges ........................................................................................ 72,278
Fleet Accrual Replacement ............................................................................ 3,524
Cost of Goods Sold ......................................................................................... 1,500
Utilities Electric & Gas .................................................................................... 7,990
Utilities Energy Contract ................................................................................ 1,864
Utilities Other................................................................................................. 4,010
Capital Equipment........................................................................................ 20,000
Total Operating Expenses ..................................................................... $ 1,218,973
Total Labor and Benefits .......................................................................... $ 829,173
TOTAL EXPENSES
$ 2,048,146
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2016 Expenditures
Marketing
$ 1,000,859
Administration
$ 218,114
Labor & Benefits
$ 829,173
Total Expenditures $2,048,146
2016 Revenue
Lodging Tax
$ 1,404,772
Vendors Fee
$ 689,135
Other
Total Revenue
$ 18,640
$2,112,547
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Grand Junction Visitor & Convention Bureau
740 Horizon Drive
Grand Junction, CO 81506
970-244-1480
www.VisitGrandJunction.com
Facebook.com/VisitGrandJunction
Twitter.com/VisitGJ
Instagram.com/VisitGrandJunction
Pinterest.com/VisitGJ
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YouTube.com/VisitGJ