Hotel Motel Tax Advisory Committee

NOTICE OF JOINT WORKSHOP GOVERNING BODY OF MARBLE FALLS, TEXAS Tuesday, August 1, 2017 – 7:00 pm A quorum of the Marble Falls Economic Development Corporation and the Planning & Zoning Commission may be present Notice is hereby given that on the 1st day of August, 2017 the Marble Falls City Council will meet in joint workshop session with the Hotel Motel Tax Advisory Committee at 7:00 pm in the City Hall Council Chambers located at 800 3rd Street, Marble Falls, Texas, at which time the following subjects will be discussed: 1. CALL TO ORDER 2. WORKSHOP Review of City of Marble Falls and Convention and Visitor Bureau and the associated marketing plan. Mike Hodge, City Manager 3. ADJOURNMENT “The City Council reserves the right to adjourn into Executive Session at any time during the course of this meeting to discuss any matters listed on the agenda, as authorized by the Texas Government Code including, but not limited to, Sections: 551.071 (Consultation with Attorney), 551.072 (Deliberations about Real Property), 551.073 (Deliberations about Gifts and Donations), 551.074 (Personnel Matters), 551.076 (Deliberations about Security Devices), 551.087 (Economic Development), 418.183 (Deliberations about Homeland Security Issues) and as authorized by the Texas Tax Code including, but not limited to, Section 321.3022 (Sales Tax Information).” In compliance with the Americans with Disabilities Act, the City of Marble Falls will provide for reasonable accommodations for persons attending City Council Meetings. To better serve you, requests should be received 24 hours prior to the meetings. Please contact Ms. Christina McDonald, City Secretary, at (830) 693-3615. Certificate of Posting I, Christina McDonald, City Secretary for the City of Marble Falls, Texas, do certify that this Notice of Meeting was posted at City Hall, in a place readily accessible to the general public at all times, on the 27th day of July, 2017 at 1:45 pm and remained so posted for at least 72 continuous hours preceding the scheduled time of said meeting. /s/ Christina McDonald Christina McDonald, TRMC City Secretary August 1, 2017 - Page 1 of 1  Workshop Cover Memo August 1, 2017 Presenter: Mike Hodge Department: Administration Legal Review: ☐ Not Applicable ☒ AGENDA CAPTION Review of City of Marble Falls and Convention and Visitor Bureau and associated marketing plan. BACKGROUND INFORMATION The City of Marble Falls currently contracts with Door Number 3 to provide marketing services to include strategic branding, messaging, creative and media services, tactics and general marketing consultation with the goal of increasing tourism. The City’s Convention and Visitor Bureau (CVB) oversees the implementation of the contract and works in concert with Door Number 3 to increase overnight stays, promote events and market The City of Marble Falls as a tourist destination. The CVB is headed by Erin Burkes, Director of Marketing and Tourism, and also includes a social media coordinator. These services are funded by the Hotel Motel Occupancy Tax Fund. Thirty percent (30%) of budgeted receipts are allocated for the operation of the CVB function of the City and thirty percent (30%) of budgeted receipts are allocated for marketing and advertising. The proposed FY 2017-18 budget is attached for your review. The City acquired the services of Door Number 3 in January of 2010. The current marketing strategy is the result of a process that began with an in depth market analysis and survey. A target audience was defined and the creative campaign to follow provided a brand for Marble Falls that was then implemented in a media campaign both in print and on line. In 2013, the marketing strategy concentrated on a shift from print to online advertising with positive result. In 2015, the creative material branding Marble Falls was updated and the CVB and Door Number 3 implemented the advanced targeting strategy that is currently in place. The In-Bound marketing strategy, Search Engine Marketing (SEM) campaign and increased social and media effort has been fully implemented since January of 2016. Marketing Workshop - Page 1 of 2 In May of 2017, a subcommittee derived of HOT Committee members was formed to analyze the City’s current marketing efforts and associated expenditures. The notes from their assessment are attached for reference. Erin Burkes, Director of Marketing and Tourism, will present an overview of the CVB operations, marketing program, and supporting analytical data utilized to design the program. Zach Cochran, Vice President and Media Director of Door Number 3, will provide an update to include information detailing the basis and strategy behind Door Number 3’s marketing plan as well as future goals and supporting analytical data. Enclosed for your review please find the following: • Email regarding request by Amber Weems to be included in the City of Marble Falls marketing plan discussion. • Marketing Agreement between the City of Marble Falls and Door Number 3 • Marble Falls Strategic Messaging presentation by Door Number 3, April 12, 2010 • Marble Falls Media Plan Presentation by Door Number 3, May 7, 2010 • Door Number 3 Creative Presentation • 2015 Marketing Plan High-Level Ideas, September 17, 2014 • HOT Subcommittee notes regarding City of Marble Falls Marketing Strategy, May 2017 • Proposed FY 2017-18 CVB Budget Marketing Workshop - Page 2 of 2 Lisa Ward From: Lisa Ward Sent: Monday, June 26, 2017 4:55 PM To: 'Amber Weems' Cc: Mike Hodge; Dave Rhodes; Christian Fletcher; Patti Zinsmeyer; Darlene Oostermeyer; Margie Cardenas Subject: FW: Marketing Attachments: 091714 DN3.pdf Good Afternoon Amber, In response to your email below, attached please find the presentation by Door No. 3 that included the first set of analytics that we have record of. We do not have the original, but found a file copy with some notes on it that I wasn’t able to clean up. Also, please note that we have rescheduled the Marketing Workshop to August 1 and by cc to the HOT Committee, we are advising them of the same along with your request below. Thank you and please let me know if you need any additional information. Lisa Ward Executive Assistant City of Marble Falls – 800 Third Street - Marble Falls, TX 78654 Office: 830-798-7050 Visit us on the web at www.marblefallstx.gov PRIVACY NOTICE: This e-mail and any files or documents attached to it is intended only for the use of the person or entity to which it is addressed. It contains information that may be privileged, confidential and exempt from the disclosure under applicable law. If you are not the intended recipient of this e- mail, you are hereby notified that the copying, distribution or other use of this e-mail is strictly prohibited. If you receive this e-mail by mistake, please notify the sender immediately by e-mail and destroy all forms of this e-mail. From: Amber Weems [mailto:amber@thepicayune.com] Sent: Tuesday, June 20, 2017 11:36 AM To: Mike Hodge <mhodge@marblefallstx.gov> Subject: Re: FW: Marketing Mike, This is the information I referred to regarding a budget with line items and powerpoint slides. Yes, we did receive the above mentioned information that Patti graciously provided. My reference to this material in our conversation was that the budget line items showed price, but did not include details. The marketing plan was 3+ years old and if I recall did not include detailed analytics DN3 would be tracking. 1 Following this request DN3 made additional presentations to the H.O.T. Committee and the City Council. If possible, I would like to get this information/presentation slides. My understanding was is that this was the first information presented with tracking analytics. My concern is that you made the decision to renew last year's marketing plan without consideration of our contribution. Your request of me was to agree to move the funding from the local budget to the general budget. I agreed that our plan was marketing and did not need to be completing with the local events. I have made multiple requests to be included in the discussions of the Marketing Plan; and recall you agreeing to allow me a seat at the table. Being asked not to present at the local HOT funding meeting and then told that the marketing plan was presented and approved without consideration of our contribution is shocking. I again ask that our contribution be considered for the 2017/2018 budget. We would appreciate an opportunity to negotiate plan components and pricing to meet the expectations of the City Marketing plan. I expect the City will have a better understanding of the Overall Marketing Plan and be able to have a discussion as to expectations and price for our plan to be considered. As always, our plan would be in addition to what DN3 and the Chamber are providing. Thank you for the information regarding the Marketing Meeting tentatively scheduled for July 18th. Please accept my RSVP. I respectfully ask to be notified if the meeting changes due to schedule conflicts. Regards, Amber On Mon, Jun 19, 2017 at 4:32 PM, Mike Hodge <mhodge@marblefallstx.gov> wrote: Amber, You mentioned at lunch last week that you hadn’t received any information on the current contract with DN3. See below. It appears that it may have been sent to Donna when she was involved in the process. Let me know if you would still like to get a copy of the information. By the way, we are working on setting up a workshop the City Council to review the Marketing Plan with Door Number 3 and the Chamber/CVB. It is tentatively scheduled for July 18th. Mike 2  Mike Hodge City Manager City of Marble Falls – 800 Third Street - Marble Falls, TX 78654 Office: 830-798-7051 Cell: 830-220-1644 Visit us on the web at www.marblefallstx.gov ATTN: ELECTED OFFICIALS: This email may contain information and documents being sent to members of the City Council for review. If so, this matter will be discussed at a future City Council Meeting. Please remember that City Councilmembers may not engage in deliberations on any City matter by email correspondence. If you have comments or questions, please reply to the City Attorney, City Secretary or the City Manager for the City. A "Reply to All" could lead to violations of the Texas Open Meetings Act. Please reply only to the sender. This email contains the thoughts and opinions of the individual sender and does not necessarily represent the official policy of the City of Marble Falls and/or City Council. PRIVACY NOTICE: This e-mail and any files or documents attached to it is intended only for the use of the person or entity to which it is addressed. It contains information that may be privileged, confidential and exempt from the disclosure under applicable law. If you are not the intended recipient of this e-mail, you are hereby notified that the copying, distribution or other use of this e-mail is strictly prohibited. If you receive this e-mail by mistake, please notify the sender immediately by e-mail and destroy all forms of this e-mail. From: Patti Zinsmeyer [mailto:patti@marblefalls.org] Sent: Thursday, June 15, 2017 3:45 PM To: Mike Hodge <mhodge@marblefallstx.gov> Subject: FW: Marketing Mike, 3 See below. Donna phoned me following the below email. Not long after that conversation, she came by in person & received a copy of our DN3 Marketing Strategy for ’16 – ’17. The Marketing Strategy is the actual annual plan for the digital and any creative. It is developed after the Scope of Work Agreement (contract) is signed. When DN3 presents at City Council, he refers to the Marketing Plan. Thank you, Patti From: Donna Klaeger <dklaeger@gmail.com> Date: Friday, June 17, 2016 at 8:01 AM To: "mcardenas@marblefallstx.gov" <mcardenas@marblefallstx.gov> Cc: "mhodge@ci.marble‐falls.tx.us" <mhodge@ci.marble‐falls.tx.us>, Margie Cardenas <mcardenas@ci.marble‐falls.tx.us>, Christian Fletcher <cfletcher@marblefallstx.gov> Subject: RE: Marketing thank you! Patti, we will be happy to by to visit with you about this! Donna On Jun 17, 2016 7:48 AM, "Margie Cardenas" <mcardenas@marblefallstx.gov> wrote: Hi Donna, The HOT Committee does not review the details on the marketing plan provided by Door Number 3. The plans are reviewed by Chamber, City and EDC staff, then a recommendation is brought to the HOT Committee for funding. The 4 City aslo does not have the detailed plan on the services provided from Door Number 3, however Patti Zinnsmeyer has that information. I am copying her on this email and request that she provide that to you. Let me know if you need any additional information. Thanks, PLEASE NOTE NEW EMAIL ADDRESS: mcardenas@marblefallstx.gov Margie Cardenas Director of Finance City of Marble Falls – 800 Third Street - Marble Falls, TX 78654 Office: 830-798-7056 Cell: 512-755-1709 Visit us on the web at www.marblefallstx.gov ATTN: ELECTED OFFICIALS: This email may contain information and documents being sent to members of the City Council for review. If so, this matter will be discussed at a future City Council Meeting. Please remember that City Councilmembers may not engage in deliberations on any City matter by email correspondence. If you have comments or questions, please reply to the City Attorney, City Secretary or the City Manager for the City. A "Reply to All" could lead to violations of the Texas Open Meetings Act. Please reply only to the sender. This email contains the thoughts and opinions of the individual sender and does not necessarily represent the official policy of the City of Marble Falls and/or City Council. PRIVACY NOTICE: This e-mail and any files or documents attached to it is intended only for the use of the person or entity to which it is addressed. It contains information that may be privileged, confidential and exempt from the disclosure under applicable law. If you are not the intended recipient of this e-mail, you are hereby notified that the copying, distribution or other use of this e-mail is strictly prohibited. If you receive this e-mail by mistake, please notify the sender immediately by e-mail and destroy all forms of this e-mail. 5 From: Donna Klaeger [mailto:dklaeger@gmail.com] Sent: Thursday, June 16, 2016 1:31 PM To: Marble City‐Cardenas <mcardenas@ci.marble‐falls.tx.us>; Mike Hodge <mhodge@ci.marble‐falls.tx.us> Subject: Marketing Mike and Margie, Amber and I are working on the 101Highlandlakes.com HOT committee proposal. This year we are interested in providing additional marketing services, right here at home. We have a copy of the original Door #3 contract, however, it does not include a detailed review of services nor products provided. We would like to receive information that details marketing services provided by Door #3 paid from the HOT fund. Thank you on advance for your response. please do not hesitate to contact me at 830-798-4185 with any questions. Best regards, Donna Klaeger 6  Marble Falls Strategic Messaging April 12, 2010  Goals and Objectives Brand awareness ▸ Boost awareness of Marble Falls as a leading vacation destination ▸ Motivate and create consensus locally Action drivers ▸ Heads in beds ▸ Drive tourism ▸ Increase HOT revenue 2  Brand Positioning ▸ Consistency internally and externally ▸ One integrated identity for which all consumer communications will be based ▸ Embody the core values, driving principals and personality of Marble Falls ▸ Emotional link between you and your prospective visitor “A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” - Scott Talgo, Brand Strategist 3  Brand Positioning ▸ Leisure travel is a particularly emotional category, and speaks to a “want” rather than a “need” ▸ How does Marble Falls get on the consideration set? • Focused point of differentiation • Don’t try to be all things to all people • Avoid “me-too” marketing • Uproot any existing negative consumer perceptions • Resonate with all Marble Falls tourism-related businesses/events/organizations 4  Touch Points Events/ Festivals Social Signage Media Collateral Front Line Personnel Direct Attractions Experience Direct Mail E-blasts Online Website Marble E-News Advertising Falls Online letters Radio Interactive Non- tools/ resources Traditional Print Ads Inter- PR views Media News Coverage FAM Tours Word of Mouth  MARKETPLACE ANALYSIS 6  Sources and Methodology ▸ Discussions and workshop with over 30 Marble Falls key stakeholders and city influencers ▸ Extensive review of industry research and reports related to the Marble Falls regions (see appendix for complete list) ▸ Design and administration of a survey of 200 leisure travelers within the state of Texas 7  Cultural Trends ▸ Time famine: More communication, yet less human interaction than ever before. ▸ Vacations offer a rare opportunity to take control of their time again, and have those genuine human interactions with those they love. ▸ Placing greater value on personal expertise ▸ Insider guides are a mainstay of every travel publication. ▸ If they can combine these activities with a loved one, they’ve struck experiential gold. 8  Cultural Trends People want to make the most of their precious free moments… they are craving experiential richness. 9  The Recession – Year of the Deal ▸ Although time constraints continue to impact leisure travel, household budget pressures now reign as the primary culprit for travel cutbacks ▸ Recreation and travel spend has decreased • Increase in closer-to-home travel • Decrease in vacationer spend has led to many business closures • As recession eases, people still wiser with money ▸ Packages and deals more important than ever 10  Hill Country Traveler Profile (Hill Country is defined as Austin-Round Rock MSA Hill Country area) ▸ Top Texas origin DMAs for Hill Country travel2 • Dallas • Fort Worth • San Antonio • Austin • Corpus Christi 11  Hill Country Traveler Profile (Hill Country is defined as Austin-Round Rock MSA Hill Country area) ▸ Top 10 vacation activities (in order of popularity)2: 1. Sightseeing 2. Visiting area attractions 3. Hunting/Fishing 4. Camping 5. Visiting historical sites 6. Festivals/Fairs 7. Visiting state parks 8. Museum/Art exhibit 9. Concert 10. Golf (Boating is #11) 12  Hill Country Traveler Profile (Hill Country is defined as Austin-Round Rock MSA Hill Country area) ▸ 74% travel by auto2 ▸ Average party size is 2 people2 ▸ 64% live within 250 miles2 ▸ Average age is 462 ▸ 78% are married2 ▸ 55% do not have children in household2 ▸ Average household income is $86,0002 13  Texas Traveler Survey ▸ Door Number 3 conducted research among 200 Texas residents who have taken at least one vacation in the past year from the top targeted markets of Dallas, Houston, San Antonio, Austin, Lubbock and Midland/Odessa and who have household incomes of at least $50K. 14  Texas Traveler Survey ▸ Demographic profile of respondents: • 50% M/F • 29% have children under 18 living in their house • 97% take road trips in a car/van/truck versus motorcycle/RV 15  Texas Traveler Survey ▸ Demographic profile of respondents – Household income: 13% $50-75K 34% $75-100K 23% $101-150K $151K+ 30% 16  Texas Traveler Survey ▸ Demographic profile of respondents – Age: 4% 13% 21-29 16% 30-39 40-49 22% 50-59 14% 60-69 70+ 31% 17  Texas Traveler Survey ▸ Overnight drive trips in 2009 vs. planned trips in 2010 50% 45% 40% 35% 30% 2009 25% 20% 2010 15% 10% 5% 0% 1 to 2 3 to 4 5 to 7 8 to 9 10+ 18  Texas Traveler Survey Top activities for those traveling as a couple 0% 10% 20% 30% 40% 50% 60% Festivals/Events Historical Museums/Sites Unique Dining Shopping Nature appreciation Wineries Art Museums/Events Local farms/farmers markets Outdoor recreation (non-water) Spa Bars/night clubs 19  Texas Monthly ▸ Lifestyle publication reaching over 297,000 subscribers throughout Texas each month ▸ August: Fall Travel Planner g – 2/3 pg 4c Run of Book – Added value: size upgrade from ½ pg ▸ October: Discover Texas – 1/2 pg 4c  Texas Traveler Survey Top activities for those traveling with children 0% 10% 20% 30% 40% 50% 60% Festivals/Events Historical Museums/Sites Shopping Nature Appreciation Outdoor Activities (non-water) Farms/Farmers Markets Unique Dining Water Sports Live Music/Theater Art Museums/Events Fishing/Hunting 20  Texas Traveler Survey Intended travel destinations for 2010 Austin 14% 21% Dallas/Fort Worth Houston 11% San Antonio 6% Texas Hill Country 8% 14% Texas Coast West Texas 13% 13% Other 21  Texas Traveler Survey ▸ Frequent responses for “other” intended drive vacation destinations for 2010: • Oklahoma • Colorado • Louisiana • Mississippi • New Mexico • Florida • Missouri • Arizona • Alabama • Galveston/Corpus Christi 22  Texas Traveler Survey ▸ Familiarity with Marble Falls • 36% - Familiar or Very familiar • 22% - Somewhat familiar • 42% - Never heard of ▸ Likeliness of visiting Marble Falls in 2010 • 4% - Very likely • 28% - Somewhat likely • 68% - Not likely 23  Texas Traveler Survey ▸ Most likely to visit in 2010, by age group • 40-69 • 70+ • 18-39 ▸ By far the #1 reason sited for not visiting was unfamiliarity with the area and its attractions. 24  Texas Traveler Survey Consumer perception of Marble Falls attributes 0% 10% 20% 30% 40% 50% 60% 70% 80% Relaxing pace Beautiful scenery Easy to get there and get around Good water activities Affordable Safe Good food and dining Lots to see and do Good hotels Good for kids Interesting culture and arts Good museums and historical sites Good shopping Good nightlife 25  Texas Traveler Survey Traveling companions on leisure drive vacations in general 0% 10% 20% 30% 40% 50% Significant other Family AND friends Family Friends Solo traveler 26  Texas Traveler Survey Projected travel companions to Marble Falls: 0% 10% 20% 30% 40% 50% Significant other Family AND friends Family Friends Solo traveler 27  Key Research Insights ▸ Main hurdle to overcome is lack of familiarity as a vacation destination • Just by taking the survey, some respondents expressed interest in learning more • Much easier to establish new perceptions than overcome old misperceptions • However does require more work to get the word out ▸ Although Marble Falls is a great family vacation destination, people are very interested in visiting as a couple. Good news for off-season travel. 28  PERCEPTIONS & MISPERCEPTIONS 29 30  Marble Falls – Current Perceptions ▸ Stakeholders describe Marble Falls as: • Active, social • Blend of masculine/feminine • Athletic • Sometimes stubborn • Family-oriented • Rustic • Retired man, retired couple •Welcoming, friendly • Possibly young couple • Slightly more affluent • Traditional, yet contemporary • Casual • Driving a pickup • Self-employed/entrepreneurial • Driving a high-end SUV • Small town comforts with big city • An outdoor lover conveniences • Similar to Willie, Roger • Artistic Staubach, Sandra Bullock • A music lover • Casual, relaxed • Active in church ▸ Identity crisis 31  COMMUNICATIONS S.W.O.T. ANALYSIS 32  Strengths ▸ Nature/scenic beauty ▸ Outdoor sports: hiking, biking, golf, fishing, hunting ▸ Sightseeing: wildflowers, cave exploration, bird-watching ▸ Lakes/water sports ▸ Motorcycle groups/car shows ▸ Festivals and events ▸ Wineries ▸ Fine arts ▸ Small town hospitality ▸ Local theater ▸ Centrally located in the Hill Country 33  Strengths ▸ Relaxed pace ▸ Warm, friendly ▸ Family-oriented ▸ Safe ▸ Affordable ▸ Hill Country was voted one of “31 Places to Go This Summer” by The New York Times in 2008 34  Weaknesses ▸ Lack of awareness and familiarity among vacationers ▸ Lack of internal consensus regarding brand identity ▸ Activities are spread out, not walking distance ▸ Lack of a true visitor “anchor” for the city ▸ Misperception that there’s not much to do beyond the lakes ▸ Few places for people to access lakes, rent boats, etc. ▸ Short, inconsistent retail/museum hours and business closures ▸ Lack of awareness/signage for Main St. ▸ Police ticketing 35  Opportunities ▸ Establish a clear, consistent brand identity ▸ Increase awareness of Marble Falls as a leading vacation destination among new and existing audiences ▸ Package attractions/activities to showcase areas by interest and simplify the planning process ▸ Refresh website to increase travel information and simplify planning for visitors ▸ Promote activities specific to the off-season to support shoulder season stays ▸ Encourage consistent, enhanced retailer hours ▸ Anticipated rise in gas prices 36 ▸ Support any future development/growth on Main St.  Threats ▸ Floods, drought ▸ Continued business closures ▸ Inner conflict – disagreement over approach towards tourism and city growth ▸ Higher spend by, and better awareness of, competitive cities ▸ Anticipated rise in gas prices 37  MARBLE FALLS TARGET AUDIENCE 38  Primary Target Audience ▸ Active Texans who enjoy overnight drive vacations, scenic beauty, nature exploration and the unique charms of the Texas Hill Country. 39  Target Audience Segments ▸ Active mature couples • 45+ • Couples without kids, empty-nesters or new romances • Higher discretionary income • More time for recreational travel • Off-season/mid-week is easier ► Top motivations and activities • Romantic getaway • Scenic beauty, nature • Wineries • Fine dining • Art, music, theater, historical sites, museums • Less dependent on lake activities 40  Target Audience Segments ▸ Families with children • Children live at home • Less discretionary income • Less recreational time ▸ Top motivations and activities • Family vacations • More likely to spend time on-premise at lodging • Festivals & events • Unique nature experiences that kids can’t get at an expensive theme/water park such as fishing, hiking, biking, cave exploration • More dependent on lake activities 41  Key Targeting Insights ▸ As much of a mindset as a demographic. ▸ Couples 45+ traveling without children will be lowest hanging fruit. ▸ This audience wants authenticity. Not artificial thrills or manufactured attractions. ▸ Consumers don’t want to work for their vacation. Once they arrive, they want to work even less. • The idea that “if they aren’t having fun, they aren’t looking hard enough” doesn’t work. ▸ This effort isn’t about converting folks into residents. It’s about motivating prospective visitors to come, stay, spend money and send their friends. 42  MARBLE FALLS STRATEGIC POSITIONING 43  Positioning Considerations Marble Falls is a place of exploration and wonder in the heart of the Highland Lakes where there’s something to discover behind every corner, and a delight for every interest. ▸ Exploration, wonder and discovery ▸ Sense of the unexpected ▸ Nature is a driving force ▸ Communicate wide array of offerings, from family outings to romance, without feeling disjointed or overwhelming ▸ Experiential richness in a place so close to home, so affordable. ▸ Marble Falls is at the heart of the Highland Lakes. Visitors here can access everything the Texas Hill Country has to offer from one charming, central location. 44  Next Steps ▸ Creative campaign development and approval ▸ Media plan development and approval ▸ Creative production and media placement ▸ Campaign to roll out beginning in Summer 2010 45  APPENDIX 46  Sources 1. State of Texas (traveltex) 2008 Texas Travel Facts report 2. State of Texas (traveltex) 2008 Visitor Profile report 3. TIA E-Travel Consumers - How They Plan and Book Leisure Travel Online, 2008 4. Destination Analytics survey conducted for Dallas-Fort Worth Area Tourism Council, 2009 5. The Traveler's Road to Decision study by Google/OTX, 2009 6. VibrantNation.com survey, 2009 7. TripAdvisor survey, 2010 8. Amadeus Research survey, 2010 9. US Travel Association report, Travel Horizons, July 2009 47 Marble Falls Media Plan May 7, 2010  Agenda ▸ 2010 objectives ▸ Media parameters ▸ Media strategy ▸ Media tactics and selection ▸ 2010 recommended plan flowchart ▸ Budget recap ▸ Next steps  Media Objectives ▸ Increase general awareness and interest in the City of Marble Falls as a tourism destination ▸ Increase traffic to marblefalls.org ▸ Increase visitor inquiries to the Chamber ▸ Generate tourism traffic and increase heads in beds  Media Parameters ▸ Target Audience: – Active Texans (skewing female) with a mid‐high household income, who enjoy overnight drive vacations, scenic beauty, nature exploration and the unique charms of the Texas Hill Country – Primary demographic: Couples – Adults 45 and up – Secondary demographic: Families – Adults 30‐45 g with school‐aged children  Media Parameters ▸ Geographic Target: – Dallas, Houston, San Antonio, Austin, Lubbock and Midland/Odessa and who have household incomes of at least $50K  Media Parameters ▸ Budget Parameters: $130,000 – Media budget to be allocated $105,000 – Additional $25,000 held aside as contingency fund for web facelift, and strategic opportunities which arise throughout the campaign timeframe ▸ Summer 2010 – March 2011  Media Strategy ▸ Promote Marble Falls within efficient media outlets reaching our target audience within the key geography and among relevant content ▸ Build upon successful efforts from prior years ▸ Increase impact of placements with competitive sizing ▸ Maximize online exposure – Drive traffic to the website and build database of interested travelers – Utilize i t nternal e mail newsletter to reconnect with new leads  Media act Tactics & Selection ▸ Print y Magazines y Targeted readership g y Special travel sections & content y High quality creative reproduction y Recommend increasing ad sizes to fully showcase Marble Falls new brand, generate interest and compete with alternative destinations y Newspaper Inserts y Longer shelf life supplements driving tourism from major feeder markets 8  101 Fun Things to do in the Highland Lakes ▸ Seasonal i it visitor’s guide to the Hi hl ghland Lakes ▸ Distributed in over 500 locations – Fall i circ: 50,000, Spring i circ: 70,000 ▸ Also available via .pdf online – www.thepicayunetv.com th i ▸ ½ pg 4c  AAA Texas Journey ▸ Texas Journey magazine is published six times per year and features travel, automotive and lifestyle editorial and is distributed to over 833,000 AAA Texas Members ▸ Sept/Oct editorial: Mesquite woodworkers, Fredericksburg – ½ pg 4c Run of Book ▸ January/February editorial: TBD – 1/3 pg 4c Special Travel Section  Austin Monthly ▸ Monthly lifestyle publication serving the Austin Market covering local interest, dining, entertainment and travel editorial, with a circulation over 33,000 ▸ Publish a quarterly Travel Planner within the book • ½ pg 4c in Travel Planner Section • August, November, February  Texas Highways ▸ “The Official Travel Magazine of Texas” published by TxDOT is distributed to over 203,000 subscribers throughout Texas each month ▸ Strong PR partner ▸ ½ pg 4c, stands out in the publication – September, November, February – December issue covers Walkway of Lights via editorial, thereby extending coverage of Marble Falls across 4 months  Texas Hill Country Magazine ▸ Regional quarterly publication for the Texas Hill Country with 20,000 copies distributed via major retailers in Texas (HEB, Barnes & Noble, Austin‐ Bergstrom Airport, etc.) ▸ Fall & Winter issues ▸ 1/3 pg ensures only ad on the page ▸ Added value: presence on www.hillcountrymagazine.com  Southern Living: Southwest ▸ Lifestyle publication with an annual “Travel Texas” p special section which highlights the best of the Lone Star State, with increased editorial ▸ Southwest circulation 630,000 • (TX, OK, AR, LA, MO) ▸ Past success with high circulation, low rate, high profile publication in highly efficient but small space travel directory – 2‐1/4” x 4” 4c ad  Madden Media Fall Travel Insert ▸ , 1,275,000 total circulation via inserts in 13 major daily publications throughout Texas including Houston Chronicle, Dallas Morning News, Midland Reporter Telegram, etc. ▸ Fall issue (September 12): ½ pg 4c ▸ Spring Issue 2011 (April 2011): ¼ pg 4c – Purchase now for combined rates – Pay with 2011 funds ▸ Added value: – i i Listings & hyperlinks on vacationfun.com for i 4 months including 2 eblasts  Austin American Statesman: Get Outta Town ▸ The Austin American Statesman is the major daily newspaper in the market ▸ Daily circulation of 173,500 ▸ Get Outta Town Travel Central Texas special travel supplement published bi‐annually distributed via newspaper ▸ ½ pg 4c ad with ½ pg added value editorial – Fall 2010 – Spring 2011  Dallas Morning News ▸ The Dallas Morning News is the major daily newspaper in the market ▸ 390,520 Sunday Circulation ▸ Special Sunday Travel Supplements – Texas & Neighbors editorial highlights regional travel inside TX and its neighboring states – 3c x5” 4c ad  Texas Traveler Mini Magazine ▸ Published quarterly by the San Antonio p Express News, the major daily newspaper serving San Antonio ▸ Glossy magazine – ½ pg 4c – Fall 2010 – Winter 2010 – Spring 2011 – Section will be live online at www.MySA.com for 90 days  Media act Tactics & Selection ▸ Online y Cost efficient medium y Leading resource for travel planning y Provides one click away advertising y Maintain presence with partners who have shown success and similar outlets y Texas Tourism portals, Texas content sites, e‐blasts 20  Dallasnews.com ▸ Online site of the Dallas Morning News, providing up to date news, weather, entertainment, and lifestyle content for the Dallas market ▸ Provides frequency in lrelevant content targeting a major feeder market for overnight stays – 728 x 90 and 300 x 250 units content targeted to Travel/News/Lifestyle pages – Approximately 150,000 impressions per month – October/November / – March  Chron.com ▸ Online site of the Houston Chronicle, providing up to date news, weather, entertainment, and lifestyle content for the Houston market ▸ Provides frequency in l relevant content targeting a major feeder market for overnight stays – 728 x 90 and 300 x 250 units combined placements ROS and content targeted to Travel – Approximately 150,000 impressions per month – October/November / – March  TourTexas.com ▸ Official destination website for the Texas Travel Industry Association with average of 764,000 page views per month ▸ Strong lead generator in past, current sponsorship is live through December 2010 ▸ Recommend continuation in 2011 of Silver sponsorship – Includes Silver plan Feb 1 – Jan 31 and additional p .pdf brochure ▸ October online banners ▸ TourTexas.com stand alone e newsletter – Exclusive content delivered to qualified lead generating list under trusted partner name – Recommend one email to 50,000 in September and one email to 50,000 in March  Travelling Texan eNewsletter ▸ Traveling Texan is a single advertiser sponsored e mail sent to 25,000 recipients weekly who have opted in via Texas Monthly – Limited to 1x per week – Sold on first contract basis ▸ Recommend 2x (dates subject to change) – August 9 – October 25  Select Media Considered but Not Recommended ▸ Online ad networks with travel targeting – Vendor minimums can be substantial, recommend refining online more locally prior to using a network ▸ Paid Search/Google d h/ Adwords – Should budgets allow, a strategic and competitive approach to paid search would be a strong addition to the program – Funds are currently better spent reaching a broad audience with compelling creative, exposing a larger audience to the new brand ▸ Publication or partners used in prior years – With limited funds, a wide geography, and new brand image, we recommend focusing funds on media outlets most likely to drive overnight stays and increased awareness of the area rather than local media 25  Budget Recap Budget $130,000 Total Gross Media Cost $117,353 Total Contingency Fund $25,000 Less 2011 Cost for Madden Media Spring ‐$11,387 Total Gross Media Cost 2010 $130,966 Variance ‐$966 % of Spend 25% Magazines 51% 24% Newspapers* Online *Does not include Madden Spring 26  HAVE A GREAT WEEKDAY. Why wait for the weekend to start enjoying life? Simply set out to Marble Falls and experience Texas at its best. Go for a grape stomp, take in a rodeo or an art festival or just point your head towards the sky to spot a bald eagle. Soon, you’ll see why weekdays are as pleasurable as weekends here in Marble Falls. Creative Presentation In the middle of everywhere.  Print THERE ARE SOME DETAILS YOU JUST WON’ T FIND ON GOOGLE MAPS. While you can easily find directions to Marble Falls, you’ll find everyt hing else when you get here: bald eagles, wildflowers, vineyards and caves. Spend some time here, and you’ll go from browser to explor er. Plan your overnight stay and take it all in at marblefalls.org.  Print HAVE A GREAT WEEKDAY. Why wait for the weekend to start enjoying life? Simply set out to Marble Falls and experience Texas at its best. Go for a grape stomp, take in a rodeo or an art festival and have a great weekday for a change. plan your overnight stay and take it all in at marblefalls.org.  Print SOME OF THE PRET TIEST SCENERY ON EARTH. AND BELOW IT. There’s as much to see below ground as there is above. Start at the enchanting Longhorn Cavern and work your way up to the breathtaking bluebonnets and sparkling lakes. Caves below, eagles above and Texas all around. Absorb the essence of Marble Falls. plan your overn ight stay and take it all in at marblefalls.org.  Print HILL COUNTRY? MORE LIKE LAKE COUNTRY, WINE COUNTRY AND ART COUNTRY. Sure, we’re known for our hills. But take a look between them and that’s where you’ll find historic antiques, world-class wineries, inspir ing art galleries and some pretty inviting waters. More than anyth ing, you’ll find Marble Falls. plan your overnight stay and take it all in at marblefalls.org.  Print OUT HERE, “PLAYING VIDEO GAMES” MEANS VIDEOING YOUR KIDS PLAYING GAMES. The idyllic family vacation is back. Rope swings, caverns and sparkling lakes will reconnect your family both to each other and nature itself. After a few days of playing outdoors, they just might not want to return indoors. plan your overnight stay and take it all in at marblefalls.org.  Rack Card ESCAPE TO MARBLE FALLS. THEN ESCAPE IN IT. Don’t worry about covering your tracks, the city won’t find you here. Go mountain biking, saddle a horse or simply set out on a hike. Whichever path you choose, rest assured you won’t run out of outdoors. Start planning your escape today at MarbleFalls.org.  NO M AT T E R F E E L I N G IT IS 84 DEGREES AND SUNNY IN MARBLE FALLS. Website SEARCH DEALS & PACKAG ES | SPECIAL EVENTS | MAPS I’m falling for: & DIRECTIO NS | LOCAL BUSINES SES | E-NEWSL ETTER | CONTAC T In the middle of: LAKES ESCAPE TO MARBLE FALLS. ACCOMMODATIONS THEN ESCAPE IN IT. RESTAURANTS SHOPS ATTRACTIONS ART & MUSIC HISTORY OUTDOORS WINERIES GOLF & SPAS  Online In the middle of a vineyard, a sparkling lake, and a field of bluebonnets.  <Yl{all/Jk �aUJ - T E X A S - 2015 Marketing Plan High-Level Ideas September 17, 2014 Door Number 13 ADV:ERTISING • BRA.l\DlN'G • MEDIA  2015 Goals � Goals ..,. Increase HOT year-over-year � Set targets/ , ..,. Increase Sunday through Thursday stays ..,. Increase website traffic ..,. Drive small businesses to have multi-day meetings in Marble Falls ..,. Increase shoulder season stays  High-Level 2015 Ideas � Decrease print spend due to inability to target specific users / � Increase spend in online media � Implement advanced targeting techniques v / �9 .J� � Create custom audience � Remove all advertising focused on Austin \?  Cl) C Cl) en ro Cl) L.. (..) C ·- L.. a.. Cl) en ro Cl) L.. (..) Cl)  web surfer ..,. Decrease print spend due to inability to target specific users ..,. Increase spend in online media ..,. Implement advanced targeting techniques ..,. Remove all advertising focused on Austin May 2017 H.O.T. Sub-Committee City of Marble Falls Marble Falls City Marketing Strategy Purpose: Create a tool or tools to be utilized by Marble Falls City Council, City Staff, H.O.T. Commission, Marble Falls Economic Development Corporation, Chamber of Commerce (as it relates to Marble Falls specifically), as a means to analyze the marketing efforts and expenditures of the City of Marble Falls through H.O.T. funds. Use the City’s Assets 1. Identify the Assets of the City a. How does Marble Falls differentiate from other “competing” cities? b. Does the marketing plan identify and emphasize the assets of the city? 2. Identify the revenue opportunities of the City a. Does the City offer differentiating revenue opportunities from other “competing” cities? b. Does the marketing plan emphasize maximum revenue opportunities for the city? Benchmarks 1. Identify foundational and quantifiable benchmarks enabling a tracking method for revenues and known revenue streams. Examples a. Sales tax b. Hotel Occupancy Rates c. Hotel Revenue Rates ADR d. Hotel Revenue Per Stay RVPAR e. City Events f. Off-Season Activities 2. Identify non-quantifiable benchmarks creating a systematic method for tracking increases and decreases. Examples a. Traffic Flow b. Visitor Counts (Museum, Events, Restaurants, Wine Tours….) c. Related Development/Permit Activity (Hotels, Restaurants, Wineries….) d. Website Visits and Time Rates Expectation Points Create a series or list of expected activities, visuals and tracking information from proposed marketing candidate/company. Examples: Source IP Address Digital traffic referral Differentiate between first time visitors v. repeat Target visitor demographic mix Metrix MF v. Similar Communities Night-Life Availability Creation of Marketing Content Marble Falls Specific Content (positive) Marble Falls Hotel Specific Content Geographic Scope of Marketing Reach Integrity of the Marketing Content/Firm (non-compete) Branding (relevant, Convention and Visitors Bureau Proposed 2014-2015 2015-2016 2016-2017 2017-2018 BUDGET BUDGET BUDGET BUDGET REVENUES Transfer from COMF Hotel/Motel 318,150 317,150 330,060 368,262 TOTAL REVENUES 318,150 317,150 330,060 368,262 EXPENDITURES PERSONNEL SERVICES Salaries 67,961 Part-time Personel 2,080 Payroll Taxes 7,452 Longevity Pay 1,100 Health Insurance 6,576 Retirement 3,398 Cell Phone 900 Auto Expense/Milege 1,500 TOTAL PERSONNEL 90,967 SUPPLIES Postage 1,721 Texas Travel Literature (maps, guides, wildflowers) 3,792 Merchandise - Visitor Center 250 Brochurs/Visitor Guides/Bags 7,000 Equipment Rental (Copy Machine) 1,440 Equipment & Supplies - C of C (25%) 2,205 TOTAL SUPPLIES 16,408 MAINTENANCE Building Maintenance - Visitor Center 12,150 Utilities - Visitor Center 10,920 Utilities - C of C (25%) 1,100 Telephone and Internet - Visitor Center 2,016 Telephone and Internet - C of C (25%) 1,123 TOTAL MAINTENANCE 27,309 SERVICES Direct Booking (Marblefalls.org - Jack Rabbit) 3,500 Accounting - Tourism Related 10,000 Event Coordination - Tourism Related 9,000 Tourism Advertising - DN3 (Digital and Creative) 100,000 Tourism Advertising - Collective 98,456 Tourism - CVB Website (50% of total) 2,472 TOTAL SERVICES 0 223,428 OTHER Business Expenses 200 Travel and Tradeshows 3,000 Professional Development 1,000 Dues (Texas Travel Industry Association, Texas Hotel & Lodging Association, Texas Associations of Co 5,650 Volunteer Expense 300 TOTAL OTHER 0 10,150 TOTAL EXPENDITURES 0 368,262