The Breckenridge Resort Chamber works in three silos of thought
The last several columns have addressed the primary objectives of the 2005 Breckenridge Marketing Plan, who the Breckenridge Resort Chamber (BRC) markets to and what the different departments within marketing do. This column will summarize the overall efforts of the BRC.There are three silos of the BRC: marketing, central reservations and business services/membership. Marketing the whole community of Breckenridge is important because it helps drive business to Breckenridge and helps support all types of businesses in Breckenridge. The BRC is the organization charged with promoting Breckenridge on a year-round basis. It is more efficient that Breckenridge destination marketing takes place mainly through one organization than each business having to convince people to come to Breckenridge and then convince them to buy their product or service. It is obvious that lodging, restaurants, retail, activities and attractions are the most direct beneficiaries of these efforts. Businesses that are more removed from direct contact with tourists also benefit from the economics that tourists drive.
Winter tourism drives 39 percent of our local economy, second homeowners (most of whom used to be tourists) drive 32 percent and summer tourism drives 12 percent. The BRC does not claim that everyone that comes to Breckenridge comes because of something that the BRC did. There are many other companies that spend marketing dollars outside of Breckenridge, especially the ski resort, which is the primary marketing force in the winter, but it takes all of these efforts together to create the successes that Breckenridge has seen. The reason why marketing efforts were brought in-house into the BRC in 2000 was because the community benefits by being the only “client” that the BRC marketing staff promotes, so if a group, media or promotional opportunity comes up, they will not be lost. It was also determined that the most efficient use of community funds would be to have staff that is responsible directly to the business community via the BRC Board of Directors (composed of seven elected Breckenridge business representatives, one appointed representative from the ski resort and one appointed representative from town council) and that is accountable to the town council to report on how marketing funds are spent. The BRC staff reports to its board on at least a monthly basis. The BRC staff does several formal presentations to the town council – an annual presentation of the marketing plan and seasonal presentations (two times a year, summer and winter) recapping the prior season and outlining the efforts for the upcoming season.
Also, we will be hosting a marketing open house at 2 p.m. Oct. 14 at Beaver Run and welcome your input.The second silo is central reservations. It exists to book guests into lodging in Breckenridge. It has been booking lodging for Breckenridge lodging companies for more than 25 years and is the primary call to action for all BRC marketing efforts.By having one booking hub, it allows the BRC to track the results of its marketing efforts and to share those results with the community. It is also an efficient way for our guests to be able to access virtually all Breckenridge lodging in one central place.The third silo is business services or membership. Many businesses ask the question, what does being a BRC member do for me? While nonmembers and members benefit from the visitors that the BRC brings to town, members get opportunities to promote their specific business.
Members receive additional marketing benefits, such as distributing their brochures through the information centers (this is open only to members because member dues fund the operation of these centers, not the marketing funds), advertising in the Vacation Planner, exhibiting at the Business Trade Show, links from the Web site, group leads and referrals. Other categories of member benefits include cost-saving programs such as worker’s comp insurance, member discounts and advertising discounts.Informational resources are provided such as The Scoop, newsletters, the annual report, weekly e-mails, semi-monthly mailers, business forums and networking opportunities. Members also get the opportunity to promote their business through consumer and travel agent trade shows, co-op programs and event sponsorships. BRC staff continues to look for ways to promote members, save members money and enrich the community fabric that exists because of membership. If you are interested in learning more, contact Tracy McCann at (970) 453-2913, ext. 204.If this information has raised any questions for you, please call me at (970) 453-2913, ext. 411, or e-mail me at firstname.lastname@example.org.
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