Update on Discover Klamath VCB to Klamath County Commissioners on April 9, 2014.

1. Discover Klamath
Visitor and Convention Bureau
Update To:
Klamath County Board of Commissioners
April 9, 2014

2. 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.

4. 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

5. 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

6. 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

8. 2014
Strategies
# 1 –
Financial:
Find More $$

9. 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)

10. 2014
Strategies
# 2 –
Develop
and Maintain
Partnerships

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

12. Major Coop
Partners

13. EXAMPLE:

14. EXAMPLE:

15. EXAMPLE:
Travel Oregon Investment: $3.0MM
Discover 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….

16. 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

17. SOVA – Sunset Magazine
SOVA – Sunset Banner
SOVA – SF Online
CO-OP Discover Klamath Ads
SOVA – YELP!

18. 2014
Strategies
# 3 – Target
Key Drive
and
Fly Markets

19. Klamath
is
Multi
Modal

20. SEATTLE
PORTLAND
SF BAY AREA
EUGENE
MEDFORD
SACRAMENTO
REDDING
CHICO
MEDFORD
Drive
Markets

21. 7 WONDERS CAMPAIGN
Fly
Markets

22. 2014
Strategies
# 4 – Stay
Broad but
Develop Selective
Niches

23. 2014 Niche Strategy
Continue to market to mass consumer audience;
however, when possible and appropriate capitalize on
existing or emerging travel trends –
Trails Geocaching Water Birding

24. 2014
Strategies
# 5 –
Employ
Consumer
Media

25. 2014 Consumer Strategy
• Consumer Media
- Integrated Marketing Approach

26. 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

27. Print Magazines

28. Print Magazines

29. Print Advertisement

30. Print Advertisement

31. Print Advertisement

32. Print Advertisement

33. Print Advertisement

34. Print Advertisement

42. Web – TripAdvisor.com

43. Mobile App

44. Social Media

45. Social Media

46. Social Media

47. Relocation
Magazine

48. Discover Klamath Relocation Guide
www.KlamathMagazine.com

49. Discover Klamath
Digital Magazine
Magazine.DiscoverKlamath.com

50. Discover Klamath
Online Magazine
Magazine.DiscoverKlamath.com/sept_2012

51. Discover Klamath
Online Magazine
Magazine.DiscoverKlamath.com/fall_2013

52. Yelp!
Web Banner Ad
Online & Print Ads

53. Tradeshow Booth

54. 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

55. Public Relations

56. Public Relations

57. Large Format Vinyl Banners

58. Large Format Vinyl Banners

59. 2014
Strategies
# 6 –
Court
Travel
Trade

60. Tour Operators/Conventions/Agents

61. 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

62. 2014
Strategies
# 7 –
Encourage
Local
Pride

63. 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

64. RESULTS

65. Occupancy Rates

66. Web Stats

67. Social Media

68. Mobile Access to Discover Klamath Web

69. Visitor Stats

70. Thank You For Your Support