Boulder’s Tourism Economy

Mission of the Boulder Convention and Visitors BureauThe mission of the Boulder Convention and Visitors Bureau (CVB) is to advocate and provide leadership to develop and promote the natural environment, art/culture, historic, and visitor potential for the express purpose of aiding the Boulder economy.

Funding source – City General Fund 20% of the Accommodations tax

No separate sales and bed tax/lodging tax 100% of a Food Service Tax, generated by

restaurant sales Added to the Sales Tax

Not a membership organization

2016 Budget $1,855,733

Boulder Total Direct SpendingAnnual Visitors

$346,298,841 in Direct Spending Generating $15.2m

Contributing to City taxes

3,299,734 visitornights and day visits

Supporting 5,731 directly tied jobs

Boulder Visitor Type 28% spend the

night in Boulder 23% Visiting F/F 43.4% Day Visitors 5.5% Stay in other

(Airbnb, VRBO or dorms)

43.4% Day Visitors

Balanced Mix of Overnight Travelers 30%

Recreation/general vacation

23% Visiting friends/family

20% Special Event/Festival

10% CU related 7% Business –

meeting/conference

4% Combined business/pleasure

3% Other

Where Visitors Come From Boulder Colorado

Denver 24%

International 4%

Los Angles 4%

New York 4%

Chicago 4%

Mnneapolis 2%

San Francisco 2%

Wahsington DC 2%

Other 49%

Denver 24%

Colorado Springs 9%

Los Angeles 5%

New York City 4%

Chicago 4%

Alberquerque 3%

Phoenix 3%

San Fran Oakland 2%

Dallas Ft Worth 2%

Grand J 2%

Houston 2%

Other 40%

Purpose of Trip Information

Technology Outdoor/active lifestyle Bioscience Natural/organics Aerospace Renewable energy Design/marketing/com-

munications

What do the visitors do?Order of priorities General sightseeing Shopping People watching/hangout Hiking/climbing Running/walking Special event CU tour + CU athletic

event Cycling Business meeting

Top Visited Attractions You should see while in town

Pearl Street, downtown Open Space/Mtn. Parks University of Colorado Boulder Creek Path Chautauqua Twenty Ninth Street Celestial Seasonings Boulder Farmers Market

Other Attractions National Center for

Atmospheric Research

Leanin’ Tree Art and Sculpture Garden

Dushanbe Tea House Breweries, Wineries,

and Distilleries Too many restaurants

to choose from

CVB Organizational Chart

Mary Ann MahoneyExecutive Director

Kim FarinDirector of Marketing

Erin Byrn

eCommunications

Coordinator

Gwen

Gray

Content Manage

rContracted

Andrew Heidt

Director of Group Sales

and Marketing

Angela

WirklerGroups Sale

s Manager

Angela

Wirth

Group

Sales

Coordinator

Emiliano Lake

Herrera Visitors and Conference

Services Manager

Traci Schaefer

Visitor Services Coordinat

or

Adrienne Pequeen

Web Systems Manager

Charlene HoffmanFinancial Analyst

Contracted

Key Messages Lifestyle marketing

Inspired by residents of Boulder • Outdoor recreation

• Boulder’s active lifestyle • Local Fresh Food Culture, Micro Breweries, Wineries, Distilleries

• Personalities that make Boulder stand out• Arts and Culture diversity of creative offerings

• Profiles of why Boulder offers inspiration • Entrepreneurial/business culture that drives the hyper-engaged

vibrancy • Local culture (highly educated, liberal, “weird,” environmentally-

focused)

Working with CU BoulderCU Conference Services

collaborationForever Buffs-Alumni AssociationParents Association CU Communications for special CU Athletics

Partnering with Downtown Boulder Visitor Information Center Downtown Boulder advertises to the Denver

metro area CVB does Public Relations so downtown does

not have to Touch screen kiosk – major failure

Boulder Video What is the purpose? How did we determine the brand in the video? How does the CVB use the video?

Second Video Boulder Ambassador Video

Why? Who uses it?

Oh no!!! There are too many new hotel rooms coming in!History 2013 there were 2,313 hotel rooms 2015 there are 2,106 hotel rooms

By late 2017, additional 527 rooms 25% increase of rooms

Net gain since 2013 – 320 rooms

What and when are hotels coming2017 Opening

375 Embassy Suites and Hilton Garden Inn, projected opening Oct-Nov 2017

In 2018 hotel room count increases from 2,106 to 2,481

What can be game changers?Meeting spaces within new hotels (currently 5,008sf and 4,008 sf)

Embassy Suites

St Julien expansion

CU Conference Center - MOU w/City

Ballroom 7,200 sq. ft. Capacity 475

Ballroom 8,000 sq. ft. Capacity 525

Ballroom 15,000 plus

Questions?