Discover KlamathVisitor and Convention Bureau

Update To:Klamath County Board of Commissioners

April 9, 2014

Mission Statement

Discover Klamath strengthens Klamath County’s economy by attracting and encouraging visitors and residents to experience the Klamath region by promoting our unique natural environment, vibrant cultural communities and rich heritage

resources.

Background

• Jan 2009 – Appointed Official Tourism Agency• Jan 2009 – Organized as 501 (C)(3)• Jul 2009 – Completed Brand Platform• Jan 2010 – Initiated Marketing • Dec 2012 – Successful Audit• Dec 2013 – Re-appointed• Mar 2014 – Launched largest marketing push

About Discover Klamath • Board Of Directors:

– Jenifer Roe (Chair); Roe Outfitters– Victoria Haley (Treasurer); Patel Hotel Group– Debra Gisriel (Vice President); FNR Realtors– Norm Holliday; Holliday Jewelers– Ann Cavanaugh; SmithBates– Walt Badorek; Retired Business Owner– Lisa Galloway; Running Y Ranch– Mark McCrary; Ross Ragland Theater – Anita Johnson; Kla-Mo-Ya Casino– Gerry O’Brien; Herald & News– Robin King; Tater Patch Quilts– Kristy Weidman; OIT Marketing Professor– Drew Honzel; Klamath Trails Alliance– Jim Bellet; Klamath County Commissioner (Ex-Officio Board Member)

• Staff – Tonia Ulbricht, Dahniel Ferris, Jim Chadderdon

Quick Stats• Tourism (Oregon) –

– $9.6BB Revenues – 94,000 direct/41,000 indirect jobs

• Tourism (Klamath County) -– $132MM– 1700+ jobs

• Crater Lake National Park - – 450,000 to 500,000 visitors annually– Injects $40MM+ into local economies

2014 Strategies

# 1 – Financial:

Find More $$

2014 Budget Review• CY 2014

– TRT Revenue: $331,000 (+8.2% vs. YA)– Total Revenue: $398,000 (+13.1% vs. YA)– 50% to marketing (n/c)

2014 Strategies

# 2 – Develop

and MaintainPartnerships

Partnerships

• Combine $$ for Mutual Benefit • More $$ = Marketing Leverage• Equals More Media Reach & Frequency

Major Coop Partners

EXAMPLE:

EXAMPLE:

EXAMPLE:

Travel Oregon Investment: $3.0MMDiscover Klamath Investment: $25,000

•Tagging – TV, Print, Social, etc…•Web presence – TO.com•TO’s PR Engine•Travel Writer Tours•Secure IP Addresses•Retargeting•PR & More….

Local Coop Marketing Partners• Winter Wings Festival• Ross Ragland Theater• Kruise of Klamath• CASA’s Ride for the Child• Klamath Blues Society• Running Y Ranch• Kla-Mo-Ya• North Klamath County • Oregon State Chile Cook-off• Snowflake Festival• Lake of the Woods Resort• Roe Outfitters• KFs GEMS Baseball

SOVA – Sunset Magazine

SOVA – American Road

SOVA – Sunset Banner

SOVA – SF Online

SOVA – Sacramento Digital

CO-OP Discover Klamath Ads

SOVA – YELP!

2014 Strategies# 3 – Target

Key Drive and

Fly Markets

Klamathis

MultiModal

SEATTLE

PORTLAND

SF BAY AREA

EUGENE

MEDFORD

SACRAMENTO

REDDING CHICO

MEDFORD

DriveMarkets

7 WONDERS CAMPAIGN

Fly Markets

2014 Strategies

# 4 – StayBroad but

Develop Selective Niches

2014 Niche StrategyContinue to market to mass consumer audience;

however, when possible and appropriate capitalize on existing or emerging travel trends –

Trails Geocaching Water Birding

2014 Strategies

# 5 – Employ

Consumer Media

2014 Consumer Strategy• Consumer Media

- Integrated Marketing Approach

2014 Consumer Strategy• Use Many Mediums

- TV- Tradeshows- Print Advertising- Printed Collateral - Mobile App- Website- Social Media - Web Advertising / email marketing- Retargeting (site, contextual, keyword)- Public Relations

Print Magazines

Print Magazines

Print Advertisement

Print Advertisement

Print Advertisement

Print Advertisement

Print Advertisement

Print Advertisement

Web – TripAdvisor.com

Mobile App

Social Media

Social Media

Social Media

Relocation Magazine

Discover Klamath Relocation Guidewww.KlamathMagazine.com

Discover Klamath Digital MagazineMagazine.DiscoverKlamath.com

Discover Klamath Online MagazineMagazine.DiscoverKlamath.com/sept_2012

Discover Klamath Online MagazineMagazine.DiscoverKlamath.com/fall_2013

Klamath Life

1859

Magazine

Portland Monthly

OFEA

Calendar

Yelp!Web Banner Ad

Online & Print Ads

Tradeshow Booth

Tradeshow Booth

TRADESHOWS• Sportsman’s Expo - Sacto• Bay Area Sports Show – Santa Clara• Nevada Boat & Rec Show - Reno• Vancouver BC – Sales Mission• National Train Day – Portland & LA• Go West – Seattle• International Pow Wow – Chicago• Others – Klamath Home Show

Oregon Live.com

Via

.com

Huffington Post

Northwest Travel Magazine

Public Relations

Public Relations

Large Format Vinyl Banners

Large Format Vinyl Banners

2014 Strategies

# 6 – Court

Travel Trade

Tour Operators/Conventions/Agents

2013 Travel Trade Strategy• Increased focus on B2B

– Tour Operators – Travel Agents – Conventions & Business Meetings

Tactics – - Tradeshow Exposure- Magazine Ads- Personal Contacts- Targeted Web/Electronic

2014 Strategies

# 7 – Encourage Local Pride

2014 In-County Strategy• It’s About Education• Education = Trial Enthusiasm Buzz

Tactics:– Local Media (KOTI-TV & Radio)– H&N Focus (Klamath Life, etc…)– Social Media (Blogging, YouTube, FB, etc…)– Frontline Worker Education Classes– Tourism Outposts

RESULTS

Occupancy Rates

Web Stats

Social Media

Mobile Access to Discover Klamath Web

Visitor Stats

Thank You For Your Support