April Play by Play
A Message from Cathy
Visitors to those world-famous destinations of Aspen and Vail have had a longtime habit of finding their way to Denver, especially Cherry Creek Shopping Center, which credits about 37 percent of its annual revenue to international visitors.
A favorite stop is the luxury mall’s Apple Store, which unlike its counterparts on the U.S. coasts sets no limit on the number of igadgets a customer can buy. Lydia Cheng, the CTO’s regional manager for the Asia-Pacific markets, reports that on one recent familiarization (FAM) tour to Cherry Creek, several of her Chinese visitors bagged as many as five Apple devices each.
But while storied ski resorts and the Broncos’ hometown may be our state’s best-known destinations, visitors from across the globe are showing up in every corner of our four-corner state.
The CTO is spending a record $2.5 million of this year’s $19 million budget to entice visitors from six target countries and a collection of emerging markets to pick Colorado as their next U.S. destination. Part of that funding goes toward creating a compelling case for Colorado at international trade shows, where the CTO and its team of international reps join other Colorado destinations to “sell” our state’s attractions to major tour operators, airlines, international travel media and others who inspire traveler decision-making.
Other countries — not to mention other U.S. states in the Brand USA Pavilion — try their best to outdo each other at these events. Even so, Colorado’s booth at last month’s ITB show in Berlin, billed as the largest travel trade show in the world, was a standout. Built to look like a Colorado brewpub (see image below), our state’s booth hosted a nonstop stream of “buyers” throughout the three-day show, serving up videos of Colorado destinations — and when the day’s appointments were done — a Colorado happy hour featuring selections donated by Left Hand Brewing Company in Longmont. (The pear cider was a big hit with ladies from a former Eastern Bloc country.)
The U.S. Office of Travel and Tourism Industries (OTTI) reported last July that Colorado in 2014 received an estimated 971,500 international visitors who spent about $2.9 billion — an average of $2,952 per visitor — far more than spent by the typical domestic traveler. While international travel to the U.S. jumped an average 7.1 percent that year, visitation to Colorado leaped even more — from a high of 39.3 percent from the Americas to a low of 15.4 percent from the Asia-Pacific countries, including China, a market with huge potential.
But even those large numbers are deceptively small. OTTI’s statistics for Colorado reflect only the number of international visitors flying into Denver International Airport. But as staff at any CTO Welcome Center can attest, international visitors stop for brochures and travel advice every day as they cross our state’s borders in rented cars or RVs.
There is a growing sense at the CTO, Visit Denver and among tourism partners across our state that Colorado is coming into its own as an international destination. Travelers who’ve sampled the usual U.S. destinations are looking for off-the-beaten-path American experiences. And visitors, international media and FAM participants alike are sharing rave reviews of Colorado’s unique blend of spectacular vistas, outdoor adventure and craft-food scene.
To maximize our state’s best opportunities to realize the impact of international visitation, the CTO has signed on an international marketing consultant, Janet Christopher, who until recently was vice president of tourism for Visit Seattle. Through June 30, Janet will be working with our office, our International Promotion Committee and other Colorado stakeholders to conduct a thorough review of our international tourism program, update our international strategic plan and develop an action plan to execute on the strategy.
And as many of you may already know, we are seeking a replacement for Mike Driver, who decided last month to take on consulting assignments, giving him a chance to see far more of his young family than allowed by his travels as CTO’s director of international tourism. Our finalist applicants are on track to undergo interviews later this month by CTO and industry panels, with a goal of filling the position by June 1.
Many exciting developments are already are under way. Colorado has a new representative in the key UK market for the first time in 18 years. Our new Black Diamond team is already offering up innovative plans for direct-to-consumer outreach. Planning is under way for Colorado to make a big splash in New Orleans this June at IPW, the U.S. Travel Association’s annual international trade show, which is scheduled to bring more than 7,000 participants to Denver in 2018. And we continue to angle for new direct flights from key international destinations across the world.
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Keep an eye on Colorado’s progress on these fronts. Our competitors certainly are.
CTO Takeover of Chicago’s Union Station
As part of the 2016 summer media buy, CTO will be taking over 187 units within the heavily trafficked Chicago Union Station in the month of April. That's over 80 percent of all units in the station! As part of the takeover, participating Colorado destinations will have units, including Alamosa, Boulder, Colorado Springs, Visit Denver, Grand Junction, Kremmling, La Junta, Pikes Peak and Vail. Chaffee County, Delta County, Durango, Lake County, Moffat County, Montrose, Ouray and Pueblo will also have units through funding from the Heritage and Agritourism program. The CTO PR team will also host a media reception in conjunction with the takeover to leverage bringing Colorado to life in Chicago and introduce the Chicago media to what's new this summer.
5th Annual 2016 Southwest Tourism Summit
The 2016 Southwest Tourism Summit will be held April 13–14 in Pagosa Springs.
The summit brings together southwest tourism businesses with local, regional and state tourism leaders. Seminars, workshops and educational sessions will focus on all aspects of tourism marketing and sales.
Learn more about tourism trends, partnership opportunities, social media, marketing, public relations, agritourism, Internet technology, international markets and FAM tours. Attendance is limited.
The summit brings together key tourism leaders representing the Colorado Tourism Office, National Tour Association, Southwest Colorado Travel Region, Tour Colorado, Four Corners Film Commission, Grand Circle Association and many more.
Share their knowledge at this multi-day educational conference. Click here to register >>
Spring Regional Heritage and Agritourism Workshop Schedule
Regional development workshops are headed your way. Workshops will feature information on state and local agencies and organizations, resources, marketing and more. Presentation topics vary regionally based on survey from previous development meetings.
All meetings run 10am–2pm, with lunch included. There is no cost, but attendees must register in advance. Registration closes one week prior and at least 20 attendees are required. Register online (links below) or by email or phone (303-892-3893). Pre-registrants will receive additional information and the location by email prior to the event.
Dates, locations and presentation topics:
April 20 – South Fork, Insurance and CHAMP (Cultural, Heritage and Agritourism Mentor Program). Register for South Fork >>
April 21 – La Junta, Business Plan Development and Marketing - New Location. Register for La Junta >>
April 26 – Akron, PR/Social Media and Marketing. Register for Akron >>
April 28 – Hayden, Laws and Regulations and PR/Social Media. Register for Hayden >>
Agri-Summit 2016
AgriSummit is a day-long event highlighting opportunities for networking, discussion and learning focused on local food production and agritourism in the heart of the Rockies region. Held at Salida's SteamPlant Theater and Event Center on Earth Day, Friday, April 22, starting at 8:30am, AgriSummit 2016 will also include a catered luncheon featuring local foods and an early season farmers’ marketplace. The day's events will be followed by a one-time-only screening of Symphony of the Soil, introduced by the film's director and special guest Deborah Koons Garcia.
Who Should Attend?
- Producers and Landowners interested in starting an Agritourism business as part of a diversified business model or who currently have agritourism events on their land and would like to share their model or learn how to strengthen their current agritourism activities.
- Beginning Producers interested in learning more about resources and techniques for producing food in the central Colorado Rockies region.
- Local Food Enthusiasts interested in learning more about local food initiatives and opportunities.
- Educators & Community Members interested in learning more about the role of agriculture in education.
Cost for attendees is $45 and includes session tracks, lunch and admission to film screening of Symphony of the Soil. Scholarships for producers are available.
For more details, a complete description of event sessions and to register, visit guidestonecolorado.org. With questions, contact Andrea Coen at [email protected] or 719-239-0955.
Discover Colorado Rally
Monday, May 2, 2016, 10am–noon, West Steps, Colorado State Capitol
To celebrate National Travel and Tourism Week and kick off the summer tourism season in Colorado, the Colorado Tourism Office will host the 2016 Discover Colorado Rally on Monday, May 2, on the west steps of the Colorado State Capitol.
Rally attendees will be able to mingle with many of Colorado’s sports mascots, enjoy local foods and partake in hands-on summer activities. Please join the CTO team, elected officials and industry leaders at this annual event that highlights travel’s significant contributions to the Colorado and national economy.
National Travel and Tourism Week is designed to create a greater appreciation of travel and tourism’s economic impact and the more than 10 million workers nationwide whose jobs depend on travel. Let’s shine a spotlight on this vital industry and its benefits to our community.
This event is free and open to everyone.
Colorado Creative District Applications Now Available
Guidelines and applications are now available for Colorado Creative District certification. This certification recognizes districts that are contributing to Colorado's economy through creativity, culture and the arts, and the program supports these districts in their endeavors to bolster investment, job growth and local revenue by supporting strategic investments in the development of creative places.
New this year, there will no longer be candidate status and all applicants can apply to become a certified district. Communities selected for certification will have access to enhanced program benefits.
Creative Districts receive access to marketing, data, funding and other support. Twenty districts have been accepted into the program since its inception. Click here to see a complete list >>
Eligibility
Applicants for Colorado Creative District Certification must be:
- A structured entity representative of a community located in Colorado (e.g. municipal or county government, a registered neighborhood organization, downtown or economic development authority, 501(c)3 or 501(c)6 or other)
- An entity representing an area formally recognized as a creative or arts district
- A creative district or organization with a mission reflecting a commitment to arts and culture and/or creative placemaking
Application
Districts must go through a rigorous application and certification process in order to become a Colorado Creative District. Certified Creative Districts must meet a number of important criteria:
- Clearly define their unique place and niche, and identify what sets them apart
- Comprise a geographically contiguous area
- Be distinguished by physical, artistic or cultural resources that play a vital role in the quality of life of the community, including its economic and cultural development
- Be the site of a concentration of artistic and cultural activity, a major arts or culture facility, arts and entertainment businesses, arts and cultural activities or artistic/cultural and creative sector production
- Be engaged in promotion, preservation and educational aspects of arts and culture, provide interpretive, education or entertainment uses
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Access the application to become a Certified Creative District at coloradocreativeindustries.org. All applications must be submitted online. The deadline for receipt of applications is April 28, 2016 at 4pm.
2016 Creative Industries Summit
Registration is now open for the 5th annual Creative Industries Summit, which will be held May 5-6, 2016 at the Gathering Center at the Orchard in Carbondale. The annual summit is a two-day conference that targets creative entrepreneurs, emerging creatives, municipal and non-profit cultural workers, and creative district leaders. Session topics range from interactive poetry workshops and community development strategies to fundraising and giving trends and funding for individual artists. Learn more and register >>
PR Update February Highlights
During the February 2016 reporting period, total coverage generated by the CTO PR team resulted in 201,121,225 impressions with a media cost of $12,564,759.
The CTO PR team recently secured major coverage in/on NYTimes.com, Fodors.com, Travel + Leisure, Chicago Tribune, MakeItBetter.com, Colorado Homes & Lifestyles, Albuquerque Journal, FOX 21 News, The Dallas Morning News and more.
February Social Media Channel Insights
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• Facebook Fans: 585,477 (5,973 new)
• Twitter Followers: 142,730 (3,457 new)
• YouTube Video Views: 2.8M (11,880 new)
• Foursquare Followers: 28,941 (0 new)
• Google+ Followers: 994 (4 new)
• Pinterest Followers: 13,636 (97 new)
• Instagram Followers: 88,745 (2,779 new)
• Tumblr Followers: 645 (0 new)