Nick Nicholson 11/17/2014 Observations Aspen Parks & Rec has developed some pretty great assets: parks, rec facilities, classes, programs & events Time.

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Presentation transcript:

Nick Nicholson 11/17/2014

Observations Aspen Parks & Rec has developed some pretty great assets: parks, rec facilities, classes, programs & events Time now to tell everybody about them. Finding and Retaining Patrons is now driving coordinated Marketing & Tech Expenditures, facilitating new and improved Communications with: Existing Local Patrons New Local Patrons New Visitors Employees/Divisions

Initiatives Incentivize Online Interaction 80%+ pass sales converted ( Existing Local Patrons ) Establishes mandatory communications !!! New Website ( All Patron Groups ) Focus Groups Surveyed ( Existing Local Patrons ) Better Navigation Organized by Division Portal (golf, rec, parks, etc) Mobile Responsive Design 2015 to begin personalization investigation Will allow more granular communication / retention

Initiatives New Auto-Dispatch Newsletter ( All Patron Groups ) Division X Division Buy-In for managing content Regular monthly promotions to visit site Contests, special pricing (Black Friday, etc.) New Partner Business Program coming in December. Integrated Policies & Procedures (All Patron Groups) Enterprise shared + divisional or activity specific Integrates single management point for: Internal Policies viewed via City Source External Policies on web: Facility, Event and/or Activity specific.

Initiatives Video Content Delivery Network CDN (All Patron Groups) Converted Reach Displays to Self-provisioned Video Developing Video Content – 12 monthly previews Proposed cross-sale of schedules, to be located at: ARC (Current) Red Brick (Current) Ice Garden (Proposed) Golf (Proposed) Tennis (Proposed) City Hall (Proposed) New Transit Center (Proposed) Airport (Proposed) Hotel Lobbies (Proposed)

Initiatives Video Content Delivery Network CDN (All Patron Groups) Re-purpose same Video for Internal Hotel Channels Re-purpose same for play on multi-screen Airport system Re-purpose same for potential Movie Theatre ad buys New “Parks & Rec Source” on City Source ( Employees/Divisions ) building out menu Current: Policies & Procedures Including Business Continuity / Disaster Recovery (in progress) WIP: Security Punch List WIP: ARC counters WIP: IT Strategy for 2015 City IT changes

Initiatives Aspen SkiCo Ski Pass Extension (Visiting Patron Group) 2015 ARC Closure – Retrofit Barcode to RFID technology Pitch SkiCo Brass with ability to accept their Ski Passes Eventual digital integration between our two systems Let SkiCo market to our Visiting Guests for us Example: 2 versions of their 5 day ski pass New version includes 5 day access to Rec Facilities Includes entrance at ARC & Red Brick Targeted Google Ads (Visiting Patron Group) New 5 day Family Pass already in play

Objectives Implement Initiatives as Described Integrate Marketing, Tech & Analysis on each step Develop, Test & Continually Monitor Analytic Metrics what systematic data collections and measurements can we use to prove each Objective is effective, or not? Measure increases in Patron Reach / New Markets Measure trade-off to make sure no cannibalization is occurring Forecast and subsequently Confirm increase in revenues Tweak Initiatives accordingly

Nick Nicholson 11/17/2014