2. Board / Staff Structure Board 11 toursim industry representatives, 2 govt. Lodging and Hospitality: Michelle Thom – Marketing Committee Special Lodging: Keith Brant –Treasurer/Audit Committee Arts and Culture: Shanan Campbell Wells – Vice Chair Restaurants: Matt Arias DSNGRR: Cathy Swarts Tourism Retail: Antonia Clark Winter Attractions: Gary Derck Summer Attractions: Alex Mickel Transportation: Kip Turner Special Events: Kristen Muraro - Secretary Higher Education: Doug Lyon - Chair City of Durango: Sherri Dugdale La Plata County: Bobby Lieb Staff 141 years of combined marketing, tourism and hospitality experience Executive Director: Bob Kunkel (FTE) Sales and Marketing Manager: Andrea Seid (FTE) Public Relations: Anne Klein (Contractor) Research and Analytics: Paul Eckenrode (PT) Sales: Maria Pradissitto (PT) Graphics and Social Media: Whitney Hagen (PT) Groups and Operations Manager: Grace Shepard (FTE) Visitor Information: Charlotte Klein and Information staff (PT)

3. Purpose: Economic health and steady tourism growth DATO is formed to be operated exclusively as a destination marketing organization (DMO) for the sole purpose of promoting the City of Durango and La Plata County Area as a tourist destination. Mission: Inform, inspire, move-to-action, repeat To invest dedicated tourism resources into creative, strategic, and comprehensive annual marketing programs sufficient to generate growing consumer interest in the Durango/La Plata County area. Positioning: Durango/LPC delivers what the state is selling Colorado’s image is one of excitement and emotion. Tourists’ worldwide place Colorado high on their desirability list with strong intention to visit. DATO aligns itself with the State of Colorado Tourism Offices (CTO) marketing campaigns.

4. Brand: Real and Relaxed An authentic western community surrounded by the San Juan Mountains on one side, and the desert southwest on the other. The Victorian style downtown is alive with more than 200 shops, restaurants and galleries. The feeling is comfortable, and the atmosphere is friendly. Tagline: “A Dozen Vacations in One Destination”. The “Dozen“ campaign creates interest and appeal. It invites further investigation. It communicates the diversity of activities in our destination. It attracts travelers to their affinity interests. It is the platform from which our board structure, marketing strategy, and advertising follows.

6. Competitive Advantage: Year-round product diversity Durango and La Plata County is the most “diverse and affinity rich” tourism destination in the state. Southwest Colorado offers abundant outdoor adventure, river sports, art and culture, culinary and spirits, heritage and education, all in a breathtaking mountain/river setting. PLUS one-of-a-kind natural attractions Four Corners, Mesa Verde, Chaco Canyon, Aztec Ruins, Chimney Rock, Upper Animas River, San Juan Skyway, Million Dollar Highway PLUS unique local experiences Train, Diamond Belle Saloon, Trimble Hot Springs, melodrama, Bar-D, Soaring Tree Top, Community Concert Hall, SU Cultural Center/Museum, Blue Lake Ranch, Whitewater Park, Lake Nighthorse,

7. DATO operated Visitor Information Centers distribute 8 maps More County Maps are needed

8. Outside Involvements Partnering with SUIT on 2015 AIANTA conference SW Colorado Travel Region active member Grand Circle active member San Juan Skyway 25 th Anniversary planning - 2015 50th anniversary Wilderness Act - 2014 Labor Day Rally promotional partner Quotes “DATO has been a supportive marketing partner for the last many years, and now we’re doing even more.” Vallecito Chamber President, Bob Stevens “ Thank you for coming up with a creative and respectful way of supporting other communities in the region.” Marianne Griffin, Mancos Visitor Center “Based on a successful marketing partnership in the past, this year we’re upping our shared-cost budget with DATO to $50,000.” Greg Ralph, DMR VP Marketing

9. Cultural Heritage Attractions Within a Days Drive World Heritage Sites Aztec Ruins National Monument, (as part of Chaco Culture) http://www.nps.gov/azru/index.htmhttp://www.nps.gov/azru/index.htm Chaco Culture National Historical Park, http://www.nps.gov/chcu/index.htmhttp://www.nps.gov/chcu/index.htm Mesa Verde National Park, http://www.nps.gov/meve/index.htmhttp://www.nps.gov/meve/index.htm Taos Pueblo, http://www.taospueblo.comhttp://www.taospueblo.com Grand Canyon National Park, http://www.nps.gov/grca/index.htmhttp://www.nps.gov/grca/index.htm National Parks Arches, UT http://www.nps.gov/arch/index.htmhttp://www.nps.gov/arch/index.htm Black Canyon of the Gunnison, CO http://www.nps.gov/blca/index.htmhttp://www.nps.gov/blca/index.htm Bryce Canyon, UT http://www.nps.gov/brca/index.htmhttp://www.nps.gov/brca/index.htm Canyonlands, UT http://www.nps.gov/cany/index.htmhttp://www.nps.gov/cany/index.htm Capitol Reef, UT http://www.nps.gov/care/index.htmhttp://www.nps.gov/care/index.htm Great Sand Dunes, CO http://www.nps.gov/grsa/index.htmhttp://www.nps.gov/grsa/index.htm Indian Land Ute Mountain Tribal Park, http://www.mesaverdecountry.com/tourism/archaeology/utemtn.htmlhttp://www.mesaverdecountry.com/tourism/archaeology/utemtn.html Southern Ute Cultural Center, http://www.succm.orghttp://www.succm.org National Forests Rio Grande, CO http://www.fs.usda.gov/riograndehttp://www.fs.usda.gov/riogrande San Juan, CO http://www.fs.usda.gov/sanjuan/http://www.fs.usda.gov/sanjuan/ Uncompahgre, CO http://www.fs.usda.gov/gmughttp://www.fs.usda.gov/gmug

10. National Monuments Bandelier, NM http://www.nps.gov/band/index.htmhttp://www.nps.gov/band/index.htm Canyon de Chelly, AZ http://www.nps.gov/cach/index.htmhttp://www.nps.gov/cach/index.htm Canyon of the Ancients, CO http://www.blm.gov/co/st/en/nm/canm.htmlhttp://www.blm.gov/co/st/en/nm/canm.html Chimney Rock, CO http://www.chimneyrockco.orghttp://www.chimneyrockco.org Colorado, CO http://www.nps.gov/colm/index.htmhttp://www.nps.gov/colm/index.htm Florissant Fossil Beds, CO http://www.nps.gov/flfo/index.htmhttp://www.nps.gov/flfo/index.htm Four Corners, AZ http://www.navajonationparks.org/htm/fourcorners.htmhttp://www.navajonationparks.org/htm/fourcorners.htm Grand Staircase-Escalante, UT http://www.blm.gov/ut/st/en/fo/grand_staircase-escalante.htmlhttp://www.blm.gov/ut/st/en/fo/grand_staircase-escalante.html Hovenweep, CO http://www.nps.gov/hove/index.htmhttp://www.nps.gov/hove/index.htm Natural Bridges, UT http://www.nps.gov/nabr/index.htmhttp://www.nps.gov/nabr/index.htm Navajo, AZ http://www.nps.gov/nava/index.htmhttp://www.nps.gov/nava/index.htm Petroglyph, NM http://www.nps.gov/petr/index.htmhttp://www.nps.gov/petr/index.htm Rainbow Bridge, UT http://www.nps.gov/rabr/index.htmhttp://www.nps.gov/rabr/index.htm Yucca House, CO http://www.nps.gov/yuho/index.htmhttp://www.nps.gov/yuho/index.htm Wilderness Area Weminuche, CO South San Juan, CO Lizard Head, CO Piedra Special Management Area, CO http://www.fs.fed.us/r2/recreation/map/colorado/html-current/colorado-hi-speed-index.shtml Scenic and Historic Byways San Juan Skyway http://www.fhwa.dot.gov/byways/byways/2101http://www.fhwa.dot.gov/byways/byways/2101 Alpine Loop http://www.coloradodot.info/travel/scenic-byways/southwest/alpine-loophttp://www.coloradodot.info/travel/scenic-byways/southwest/alpine-loop

11. 2014 Highlights County LT up 4.4% thru June, Sales Tax est. up 5.7% for 2014 Incorporated Buxton study into marketing strategy and execution Introduced new Durango Tour App Launched leading edge website (11 months, $45,000) On-line requests for Visitor Guides increased by 134% Increased overall Visitor Guide requests by 76% Over 100,000 visitors through our Visitor Centers through August Partial list of 2014 recognitions: "San Juan Skyway/Best Motorcycle Trip" - USA TODAY's Reader's Choice "Top Value Ski Spot in North America" - Trip Advisor "Top 10 Western Town" - True West Magazine "8th Best US Cycling Town" - USA TODAY's Reader's Choice Award

12. 2015 Areas of High Priority 1.Stabilizing management, board and administrative procedures…and focusing the DATO organization on its true mission 2.DATO internal expense review and re-allocation of funds into marketing (Goal: $75,000) 3.Launch of new DATO web site requires intense content monitoring, and tourism provider training 4. Improved communication and opportunity involvement with area tourism suppliers (671 local businesses) 5.Responding to the shift in how travelers receive tourism information and book vacations - mobile and tablet… Customer blogging and rating their experiences, 6.Building proper and necessary photo and image libraries, using image management software, accumulating b-roll inventory, maintaining lightning response time to media requests 7. Increase promotion of; downtown culinary quantity/quality, monuments and heritage sites, lakes and rivers, local breweries/wineries/distilleries, and scenic byways 8.Managing and qualifying sales leads, and requests for the Travel Planner 9.Responding to the role of the female decision maker in travel planning 10.Existing and new air service markets require incremental marketing support ($200,000 per)

13. The Economic Equation Dollars devoted to destination marketing come back in the form of taxes collected In 2013, Colorado hosted 64.6 million visitors, who spent $17.3 billion (a state record) State tourism industry generated $976 million in local and state tax revenue About half of all tourism tax revenues land in local municipal coffers Local investment = Local Return on Investment = = $1 LT invested in tourism = $344 in tourism spending = $27 in tax collection For La Plata County $1.00 = $6.88 Source: Colorado Tourism Office

14. Lodgers Tax RateMktg. SpendPopulationPer Capita Santa Fe7.01,200,00069,900$61.33 Telluride4.01,200,0002,300$969.63 Grand Junction3.0926,00059,800$20.08 Sedona3.01,200,00010,000$184.06 Durango2.0/1.9$473,80060,000$13.57

15. Key Challenges DATO is receiving a steadily decreasing percentage of an increasing City Lodgers Tax,. DATO has taken on the funding of community’s visitor center services which has further reduced the dollars invested in destination marketing ($100,000+ per year) Local Lodgers Tax rates were established 30 years ago (1987) and have not increased despite the growth in total tourism revenues and actual amount spent on advertising by DATO’s competitors DRO’s enplanement trend has started to flatten (and new markets are currently being pursued). We need a focused airline marketing initiative to continue to grow our enplanements ($200,000 per flight/hub)

16. Strategic Budget “Marketing is not a frill, it’s a fuel” Approach: A three-year game plan intended to: Increase funds available for destination marketing from Lodgers Tax Provide marketing support for air service, and new air/hub development Remain regionally competitive, close the gap Create the incremental sales tax revenues that the county and city both need to offset their increasing costs and declining tax revenues from other sources Offset visitor information operating expenses Local investment = Local Return on Investment

17. Phase 1 – 2015 “Marketing is not a frill, it’s a fuel” DATO has cut $75,000 of expenses and re-directed it into 2015 destination marketing programs $90,000 - City commit 2014 year-end unallocated Lodgers Tax funds to destination marketing $99,000 - City commit 2015 year-end unallocated Lodgers Tax funds to destination marketing $xxx – DATO requests County and City pursue VRBO lodgers tax collections RESULT: $189,000 of incremental destination marketing investment from city Lodgers Tax with 100% directly into advertising, $100,000 dedictaed to airline marketing support NOTE 1: For 2015, DATO returns to the same amount of city LT funding as 7 years ago NOTE 2: DATO asks that County/City work with the DATO Board to critically evaluate the destination marketing validity of any future requests for special projects from Lodgers Tax revenues.

18. Phase 2 – 2016 “Marketing is not a frill, it’s a fuel” $50,000 - DATO gains added revenue from new advertising partnerships and web sales $100,000 - DATO will work with County/City managers and finance directors to identify an alternative tourism community funding source for the $100,000+ annual expenses to operate the community’s visitor centers DATO will organize its tourism constituencies in order to create support for a 1% increase to the County and City Lodger’s tax in exchange for a commitment that the incremental revenue be used exclusively for destination marketing. Half of these incremental funds (approximately $200k) will go directly to airline marketing support RESULT: $150,000 of incremental destination marketing investment 100% directly into advertising, $100,000 dedicated to airline support marketing

19. Phase 3 – 2017 “Marketing is not a frill, it’s a fuel” $ 25,000 – DATO gains additional funds from new advertising partnerships and web sales $500,000 - County ($125k) City ($375k) additional 1% Lodgers Tax collections begin RESULT: $550,000 of incremental destination marketing investment 100% directly into advertising, $300,000 dedicated to airline marketing support

21. 2015 Lodgers Tax Budget: $927,000 Personnel and related expenses: $420,500 ( 45%) Administration and supply expenses: $32,700 ( 3.5%) Tourism marketing expenses: $473,800 ( 51% reaches travel shoppers eyeballs) Where La Plata County Can Help VRBO 1% Lodgers Tax tax increase Work with DATO to determine a broader community revenue mechanism to offset the increasing costs of providing visitor information A separate financial contribution earmarked for air service marketing Update printing of County maps (trails, roads, lakes, campgrounds,etc) Check all links to new DATO web site