Chamber/Bureau marketing working
July 26, 2011
Canyons Resort Managing Director Mike Goar officiated over the Park City Chamber/Bureau’s annual meeting Wednesday as the new chairman of the executive board.
The Chamber/Bureau has seen declining membership during the recession, but is seeing growing success driving potential visitors to Park City through television and Internet marketing.
Although still about 100 members down from the peak in 2007, the organization still boasts a roster exceeding 1,000 individuals and businesses, said membership director Colleen Burke.
"Our success will forever be measured by how many visitors we bring," Goar said.
that yard stick, the Chamber/Bureau had a very successful year.
Increased television ad funding allowed the organization to market to Southern California and New York simultaneously during peak times. This was a gutsy move that took faith and courage, said director of sales and marketing Cathy Miller. And it paid off, she said.
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Along with the rest of the state, Park City’s resorts enjoyed a record-setting ski season. Overnight visitation in town was up 3.5 percent over the previous year in January, up 5.3 percent in February and 5.1 percent in March.
Quick START redemptions (a free same-day lift ticket for an airline boarding pass) were up 24 percent over the previous winter.
Meetings and conventions business was up eight percent over the previous year and international visitation was up over three percent.
The success of the ski season guarantees adequate funding for next season, Miller said, making it likely the same level of marketing can be continued or increased.
Over the last few years the Chamber/Bureau has also shifted its emphasis from print advertising to Internet marketing.
In 2010, page views were up eight percent over the previous year, new visits were up five percent, unique visitors were up 36 percent and overall visitation was up 29 percent.
To better serve the needs of members, the website address and design were changed at the beginning of July, 2011. Instead of listing members, the site is now a launch pad to members’ own websites, Burke said.
The out-going president is Becky Kearns. She was recognized for her service Wednesday along with out-going board members Jeanne Lehan, Craig Sanchez, Tim Mertens, Jenni Smith, Teri Whitney, Rob Slettom, Jill Miller and Monty Coates.
The new board members joining Goar in leadership positions are Debbie Batt, Andrew Garland, Michael Kovacs, Sandra Morrison, Russ Olsen, Sarah Pearce, Rhonda Sideris, Chris Eggleton and Cindy Matsumoto. Steve Anderson will return to the board.
Plans to construct a new, two-story visitors center at Kimball Junction on the same site as the existing facility were also announced at the meeting.