By Rebecca Powell
Loveland Connection
9/28/11

The city of Loveland is moving toward creating a new full-time tourism liason as part of a strategic plan to use lodging tax funds to boost tourism in the city.

The overall strategic plan was presented Tuesday to City Council and the Community Marketing Commission, which was created after voters approved the lodging tax in 2009 to determine how the fund should be spent. It is estimated to bring in $45,000 every month.

In addition to hiring a full-time employee to be a liason to six destination areas in the city, the plan calls for:

» Local and regional collaboration with other tourism agencies or attractions;

» Creating a tourism website and hotline;

» Training for tourism business owners so they can recommend other things to do;

» Creation of new attractions and expansion of existing tourism businesses and activities;

» Improving signs and the landscape of corridors into the city.

The plan is a result of a $110,000 contract with marketing firm Toolbox Creative to determine Loveland's perceived brand and come up with solutions to bring more visitor spending to Loveland.

City council members had no major concerns about the plan and directed the commission to address details such as more clearly defining infrastructure improvements for corridors into the city, integrating private property owners in the efforts to improve those corridors, and studying transportation from Interstate 25 hotels to downtown Loveland or other interstate attractions. Council also asked for information detailing the budget impact.

Attracting somebody to Benson Sculpture Garden isn't difficult, but what other attractions can the city offer to entice tourists to stay longer and spend their dollars here, asked Betsey Hale, economic development director for the city.

“What we don't want to do is be a one-wow community,” she said. With all of the city's investment in downtown, efforts need to drive visitors from Interstate 25 and U.S. Highway 34 to the heart of the city. As an example, Toolbox Creative owner Dawn Putney said signs in Grand Junction direct visitors headed to the Colorado National Monument through its downtown area.

Survey says

The research from Toolbox Creative and Corona Insights showed that while most people had a favorable perception of Loveland, 70 percent didn't know what was here.

The perception from the research is that Loveland is a beautiful, centrally located city with an arts presence and a sense of community with a small-town feel, according to David Kennedy of Corona. The research also found an awareness of shopping opportunities, a family atmosphere and outdoor recreation opportunities.

Six key identifiers flagged from the research are sports and recreation, innovation and business, location and proximity to Rocky Mountain National Park and I-25, arts and culture, a “Sweetheart City” identity and attractions and tourism.

A full-time liason would be able to connect with key people in these areas to deepen Loveland's tourism offerings and connect visitors to those offerings, Putney said.

Ideas in the strategic plan include creating sculpture tours, more Valentine's Day activities such as a couples commitment event, a parade of arts and a winter blues festival.
Budget matters

Hale said a single city employee was preferred over hiring an outside organization because overhead and staffing costs would be smaller, allowing more of the dollars to go toward marketing. Putney said because most private tourism businesses already have sales staffs, a single liason wouldn't duplicate efforts the way an outside group might.

Linda Hughey, chairwoman of the commission, said it would be crucial for the liason to work closely with Engaging Loveland, the Chamber of Commerce, the Office of Creative Sector Development and the Economic Development Office.

Another matter of urgent concern is the future of the Loveland Visitors Center, which is operating as part of the Loveland Chamber of Commerce now.

A proposal to change the operational structure of the Loveland Visitors Center should be brought to council within the next 45 days, Hale said. Other cities have virtual visitors centers or information booths throughout town.
Council member Hugh McKean asked about the budget impact of hiring a city employee. City Manager Bill Cahill said the revenue brought in through the marketing effort is likely to be budgeted at $550,000 in 2012 but the number could easily exceed $600,000.

There was no clear consensus on whether hiring a liason or implementing strategies should take precedence. But Cahill said he thought it would be difficult to begin the work without dedicated staffing for it.

There was agreement that some of the work could run concurrently with efforts to hire a staff member and that many community members feel a sense of urgency for the action to begin.

Council member Cathleen McEwen said urgency shouldn't get in the way of spending the money responsible way.

Council member Joan Shaffer said opportunities abound even for regional tourists who might live nearby but “staycation” close to home. She said she rarely hears about Loveland events on the regional radio station she listens to.

Everybody agreed that the commission's role should continue to be front and center as the process moves forward. And the process could continue to include a marketing firm to help place messages with those six key audiences.