How the Breckenridge Resort Chamber markets |

How the Breckenridge Resort Chamber markets

This is the first of a series of six columns to run on Wednesdays through Oct. 13 to try to clarify for the greater Breckenridge business community some topics concerning the marketing plan that the Breckenridge Resort Chamber (BRC) executes on behalf of Breckenridge. This first column will give an overview of the 2005 marketing plan and summarize the primary objectives.Each year, the BRC marketing staff produces a plan for Breckenridge with input from marketing professionals around the community. The plan is reviewed and approved by the Breckenridge Resort Chamber board of directors and the Breckenridge Town Council.It consists of department plans built upon past experience and market conditions, which combine to address the overall goals of the plan. Goals are set both collectively and by department. The departments consist of sales, special events, public relations, advertising and promotions and the Internet. A description of what each of these departments does will be the topic of one of the columns in this series.The 2005 main objectives consist of the following: marketing the experience (bringing people to Breckenridge), managing the guest experience (helping provide a positive experience while they are here – events, Friends Welcome, local marketing, etc.) and community partnerships (working with the local community to make the first two functions happen). The marketing department’s primary function is marketing the experience. Marketing the experience will see two shifts in 2005. The message, meaning the specific points and ideas relayed to the audiences, will shift from a more general approach to more targeted markets.Marketing efforts will follow these guidelines:– Target resources to a roughly even split between winter and summer.– Target about 80 percent of resources to out-of-state business and about 20 percent to in-state business during the winter, and 75 percent to out-of-state and 25 percent to in-state during the summer.– For out-of-state spending, continue to focus dollars in current markets with greater frequency rather than trying to be in more markets with less frequency. Based on business levels that come from different cities, the key target markets for BRC marketing are: Houston, Dallas, Miami, Fort Lauderdale, Chicago, Kansas City, Omaha, Oklahoma and Colorado. Depending on the audience, the messages to be used may include several of the following:– Historic town focusing on cultural and heritage tourism.– Events from various entities: International Snow Sculpture Championships, Ullr Fest, Oktoberfest, Fourth of July, Main Street Performances, Breckenridge Music Festival, National Repertory Orchestra, Summit Historical Society, Toast of Breckenridge, The Summit Foundation, Spring Massive and Breckenridge Festival of Film.– Packages such as spring break peak weeks, school nonpeak weeks, golf and Stay Free, Ski Free.– Activities such as mountain biking, cross county skiing, etc.Additional market segments to target include:– Markets that come to Breckenridge – Texas, Florida, Midwest, Colorado, but targeting more specific interest groups within these markets with messages that appeal to them.– Groups and meetings such as weddings, reunions, ski councils pre- and post-meeting destination business.– Customer relationship management, such as consumer and travel agent referral programs, repeat guests, Breckenridge businesses and the media.The past year has shown signs of improvement in the tourism industry and in Breckenridge. Efforts to continuously improve the effectiveness of Breckenridge marketing funds have shown signs of success as sales tax figures have rallied in 2004. The $1 million budget for 2004 was leveraged into $5.3 million worth of exposure for Breckenridge.Predictions indicate that all market segments of travel will either stay flat or slightly increase in 2005. A rebounding economy and improving job market are contributing factors to these predictions. While these signs and indicators are indeed a positive trend, the cost of reaching travelers continues to increase, while marketing funds have stayed relatively flat. The BRC marketing department continues to track the national vacation and ski industry trends in order to tune in to travelers’ behavior and avoid losses in Breckenridge’s share of the business.The BRC marketing department shares the travel industry’s optimism, and is excited to promote Breckenridge through the efforts outlined in the 2005 marketing plan. The overall goal of the plan is to increase sales tax revenue and positively impact the local economy so both visitors and locals can enjoy the benefits of being in Breckenridge. If this information has raised any questions for you, please call me at (970) 453-2913, ext. 411, or e-mail me at and I will address them in a future column or individually.Corry Mihm is executive director of the Breckenridge Resort Chamber.

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