Summer marketing to focus on local markets
June 11, 2010
The Park City Chamber/Bureau presented its summer marketing overview to the Summit County Council on Wednesday highlighting its efforts to increase visibility for both Park City and Summit County events and attractions.
"Consumer spending is depressed," Chamber/Bureau Director Bill Malone said. "But we came off a winter season that provided a lot of optimism."
Winter business levels were very positive for the Wasatch area, Malone said, where skier days increased by 5.4 percent and lodging by 5.7 percent. Malone and the Chamber/Bureau conducted market research and development for the coming summer/fall season in February, and identified ways to change marketing strategies.
"We really needed to shift our summer marketing efforts," said Cathy Miller, Chamber/Bureau Director of Marketing and Sales. "Every visitor is a valid visitor."
To attract more local visitors, Miller said, the Chamber/Bureau created "50 Percent Off Park City in the Summer," campaign aimed at bringing more visitors from local areas into Park City. The campaign includes 40 participating lodging properties and 13 restaurants offering a variety of 50 percent-off deals.
Advertising Park City in out-of-state markets is also an important part of the Chamber/Bureau’s marketing program. Television ads and mail brochures will help reach people in markets like Orange County, California, where potential visitors will be directed to more information about the 50 percent-off campaign.
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With $1 million in funding, the Chamber/Bureau will also air television commercials in Los Angeles and New York City, the two largest out of state markets for Park City visitors. Five thirty-second and two ten-second ads will air on ABC, CBS, FOX and NBC for eight weeks throughout the summer and will highlight Park City events and attractions.
However, an important shift in focus, Miller said, has been to find ways to keep local visitors returning all summer long.
The Chamber/Bureau has invested $383,000 in events throughout Summit County this summer, Miller said. There are 285 events throughout the summer, including Park Silly Sunday Market, Kimball Arts Festival and Savor the Summit, all geared toward keeping county residents returning throughout the summer.
"This year what we’re doing is keeping our dollars closer to home," Malone said. "When times were really good, we’d cast a broader net."
focusing on local advertisements, deals and events, the Chamber/Bureau hopes to keep more people coming back to Park City each weekend.
"We hope that a television campaign throughout Utah, Idaho and Wyoming will get visitors to not only come once, but to come back again and again," Miller said.