Breckenridge Marketing Advisory Committee (BMAC) Notes/Minutes
April 2, 2013
Breckenridge Police Station
In attendance: BMAC members - Dick Sosville, David Abraham, John Hendryson, John Cronin,
Wendy Wolfe, Bruce Horii, Dick Carleton; ToB staff – Kim Dykstra-DiLallo; BRC Staff – John
McMahon, Scott Fortner, Rachel Zerowin; BSR staff – Kieran Cain, Morgan Bast, Kristen PetittStewart. Guests - Rob Neyland, Brigette Bortolon Rath
Chair Dick Sosville called the meeting to order at 1:05 p.m.
Approval of Minutes of Jan. 20, 2013 meeting - approved as presented.
Approval of Agenda – Chair Dick Sosville moved the order of the agenda.
BMAC Member Ordinance Change – Wendy Wolfe explained that the Council simplified the
membership by eliminating specific categories to offer more flexibility with the goal to appoint
the best and brightest marketing people and to keep a healthy mix on BMAC; the revised
ordinance eliminates the small/medium/large lodging categories, retains three lodging members
however, the Council has the ability to go to two lodging representatives if a different mix is
desired.
Weather Summit request – Kieran Cain introduced BSR’s Public Relations Director Kristen
Petitt-Stewart, who supplied a Power Point presentation on the Glen Gerber Weather & Climate
Summit slated for Jan. 12 – 18, 2014; BSR has hosted this summit for the past two years with the
BRC’s assistance. She asked BMAC for the following: A) feedback on the ROI to the
community, B) financial assistance (currently BSR provides $60k in funding), and C)
staffing/organizational support for the conference-type arrangements. David indicated that it has
tremendous value. Bruce has had experience with it for the many years it was in Steamboat
where it was highly supported by the community, including the resort and the lodging
companies; he feels it has huge value in terms of exposure and would strongly support the efforts
of keeping it in Breckenridge. John H. suggested we put together a multi-year agreement with
the organizers. Kristen P-S noted that it is not an organized summit, but that BRS PR department
hosts the event; she went on to note that the critical needs are the food, live shots (satellite time,
crew, producer & pre-produced content at $28k), complimentary rooms & airfare for organizer
and speakers ($3k air + $8k lodging); the BRC provided $6k cash and hosted a dinner; she
believes her BSR budget can support this event at $50k and is asking for $17 - $20k from
BMAC’s Opportunity Fund. John Mc suggested employing a Destination Marketing Company to
assist with the conference coordination. Bruce asked if it could be bid out? Dick concluded that
BMAC is fully supportive of this effort at the $20k level (Wendy noted that this would be in the
2014 budget), and now the question is how to organize it? He suggests a Task Force comprised
of representatives of BSR, BRC and ToB. ACTION: Kim to head up this effort.
BMAC Opportunity Fund/Financials Update – Kim provided an update on the Ultra Race in
that until they had proven themselves, the Town would provide in-kind services (and would
cover overtime expenses for PW and PD out of this fund) as the organizer requests. Dick S.
questioned John Mc on the BRC’s Opportunity Fund. John Mc explained that there was an error
on his report that was in essence a double dipping; his goal is to build up the BRC’s Opportunity
Fund by rolling over (or finding savings in the overall BRC budget) $30k annually; he is
working on how to realize savings on Breckenridge Bike Week but not sure it can realize a $10k
savings so will leave BBW at $23k funding level. Scott F noted that he is working with Byron
Swezy (the organizer) on ways of increasing revenues and decreasing expenses. BMAC will
utilize the forthcoming Events Evaluation report to evaluate this event for the future. John Mc
went on to explain that the idea with the BRC Opportunity Fund is for helping seed new events.
Wendy mentioned that hearing that there might be funding for new events, encouraged us to
consider current events that could use extra funding to take the event to the next level;
specifically, she has been approached by the Mountain Crest Marathon for $5k to market the race
on the Front Range; would like to clarify what each of the Opportunity Funds – BMAC’s and
BRC’s – would encompass. Dick S. suggested that we have this discussion after the Events
Evaluation Report in June. In conclusion, the group agreed that all events funding requests will
be put on hold until the events report is completed and the matrix and process is developed.
Dick S. noted that at a future meeting BMAC will discuss the recommendation for the 2014
budget as to what is designated for the DMO and the Opportunity Fund. ACTION: Kim will add
to July 30th meeting agenda.
ToB/BMF partnership for Blue River Series Concerts (handout follows) – Wendy reported
that the from the Riverwalk / Arts District (RAD) Renaissance Study reported that the Riverwalk
Center (RWC) capacity is what we have and that there was not a favorable ROI on expanding the
the venue, so the Council agreed to experiment with more expensive/high level known bands
with the Town providing a financial backstop; Council heard the community’s desire to have
more diversified music and wants an evaluation as to if these efforts bring in additional business.
Dick S. introduced Olivia Grover from the Breckenridge Music Festival who produces the Blue
River Series, who explained the proposal to the Town to ‘backstop’ potential losses on higher
level of talent to expand the Blue River Series. Dick S. noted that measurement/ROI is vital.
John H. suggested adding onto existing events. David favors spreading out the concerts as well
as adding onto current events and holidays. Scott suggested BMAC consider the philosophy of
getting talent before they are big, such as the Lumineers. Kieran noted that Mackelmore was a
great example of this philosophy. Dick C. cautioned about the criteria for measurements; even if
doesn’t increase lodging significantly, restaurant and retail may see benefit; he would like to
empower the selection group (ToB/RWC, BMF, BSR, BRC) on what is available and not have
BMAC restrict and hold up the process. Olivia asked the group specifically what the group does
NOT want to see at the RWC? Dick S. remarked that he is opposed to the SnowBall-type of
groups/music. Bruce remarked that demographics are important and that winter is key. Olivia
noted that this summer will be the experiment and they want to show success first, and then will
focus on winter. Kieran suggested that the demo that the band draws should be a consideration as
well as that a survey of the concert attendees to find out what they want is important.
Central Reservations Ad Hoc Committee Update – Dick Sosville reported that the committee
has looked at trends, conducted a thorough cost analysis of Cen Rez to realistically look at costs.
John Mc. noted that the BRC is looking at ways to find savings, reduce cost, and at alternative
business models; the BRC is also looking at the Welcome Center (BWC) and possibly a business
operational model that would provide a greater level of guest services. Wendy has fielded
questions about Cen Rez and how it impacts the BWC. Dick S. reported that the actual Cen Rez
cost for 2013 shows a $33k profit, from a new formula which reallocates Cen Rez’s expenses to
reflect a more realistic view. John Mc. noted that the BRC 2013 budget has been amended to
reflect this change, and it has been approved by the BRC Board. Dick S. indicated that this
‘new’ budget and that there is now a baseline to measure Cen Rez for the future. Wendy noted
that when the Ad Hoc committee’s report is finalized, Dick S will present to the Council to gain
their support.
Summer Update – Scott Fortner provided a verbal update on the new creative – “I Love Breck
because” chalkboard campaign; he is working on the net promoter scores vendor RFP. ACTION:
Scott will present the summer creative at the June meeting.
Refining Roles & Responsibilities (BRC Mkt Comm-new membership criteria, BRC BoD,
BMAC) – John McMahon noted that the BRC continues to refine. Scott is working on the
BRC’s Marketing Committee mission. ACTION: Scott to share the approved mission statement.
Breckenridge Guest Experience concept was tabled.
Approval of 2013 Metric Goals – John McMahon is still not comfortable with this document,
specifically the room nights measurement so will continue to work on.
Events Evaluation Report – Kim noted that this will be the main focus of the next BMAC
meeting on June 3; then Bruce Erley/Creative Strategies Group (CSG) will finalize after
BMAC’s review and input, and present to Town Council on June 25.
Additional upcoming dates: June 25 Joint TC/BMAC meeting at 6 p.m. (dinner for BMAC
members provided); Joint BMAC/BRC BoD with the goal of ensuring we’re working together
effectively; ACTION: Kim to coordinate the scheduling of this meeting with Deb at BRC.
Adjourned at 4:25 p.m.
BMAC Mission Statement
The purpose of the Breckenridge Marketing Advisory Committee (BMAC) is to advise
Town Council on best practices that will maximize the effectiveness and efficiency of
all tourism marketing investments made with town marketing funds.