FY 2009 Marketing Plan
FY 2009
Cheyenne Area Convention & Visitors Bureau Business and Marketing Plan
New items in italics for 09
Mission of the CACVB
The Cheyenne Area Convention and Visitors Bureau provides leadership in developing, promoting, and protecting the Cheyenne area's travel industry. The CACVB strives to attract visitors to the Cheyenne area by capitalizing on Cheyenne's legendary history and image, thereby increasing visitor spending in the county.
Vision Statement
The Cheyenne area provides an authentic, friendly, and quality visitor experience for leisure and business travelers alike. The Cheyenne area is seen as a quality destination with its own unique attributes, not just as a convenient stop-over for visitors to other attractions in the region. The Cheyenne travel industry is busy year-round and is recognized as a major economic force in Laramie County.
Area Strengths (items we can influence)
* The Cheyenne area has a number of western activities that visitors expect - gunslingers, melodrama, rodeos, bison tours, horseback rides, horsedrawn carriage rides, downtown stable, big boots, train depot, archaeological digs, western art collections and museums, and horse shows.
* Cheyenne's room rates have been rising for the past several years after a long period of stagnation.
* Two new properties opened in 2007 (Springhill Suites - 92 rooms; Sleep Inn - 75 rooms) and two more are planning to open in 2008 (Candlewood Suites, Microtel).
* CACVB has developed new marketing materials in French, German, Spanish, Korean, Italian, and Chinese. All are available on CACVB's website and in our Visitor Center.
* Little America has renovated its sleeping rooms and public spaces, and has completed its convention center expansion - to a total of 26,000 square fee. This will allow Cheyenne to host significantly larger conventions than in the past. This announcement followed a CACVB-led effort to study the feasibility of a convention center in Cheyenne.
* Train Product Developments: The Cheyenne Depot has been designated a National Historic Landmark by the U.S. Dept. of the Interior. CACVB developed an attractive Big Boy interpretative sign and a train attractions brochure available for use.
* The Cheyenne Depot and Depot Plaza are becoming quite active as an event / concert location.
* CACVB has created new partnerships with the Parks & Recreation Department and other sports groups to bid on more sports tournaments for the area. In addition, CACVB has partnered with Parks & Recreation on trolley use.
* Cheyenne's museums are working on joint marketing, development, and infrastructure projects as the Cheyenne Area Museum Directors Association (CAMDA). CACVB created a Trolley Plus pass which packages museum entrance with a Trolley ride. In addition, CAMDA has created a new Museum Passport brochure that CACVB uses as an information piece for its Trolley passengers. Most recently, CACVB created a citywide system of 7 cell phone audio tours with the 7 museums in CAMDA.
* CACVB has a 501 c3 organization --DISCOVER CHEYENNE- established to pursue educational and infrastructure grants with the City of Cheyenne and other groups. CACVB has used it in FYs 07 and 08 for a variety of projects. Discover Cheyenne, Inc is growing in funds from online hotel booking revenue.
* In 2004 Cheyenne was designated a Preserve America community by the White House.
* Cheyenne Frontier Days generates tremendous interest in and traffic to Cheyenne.
* The Cheyenne area has various public facilities available for meetings and conventions - CFD Exhibition Center, Taco Johns' Events Center, Atlas Theater, Civic Center, City of Cheyenne - Kiwanis Community House, Terry Bison Ranch, Nagle Warren Mansion, LCCC meeting space, meeting spaces at Little America, Holiday Inn, the Plains Hotel, and the Hitching Post.
* The Cheyenne area is an authentic experience that many people are seeking - friendly people, clean air, relatively clean and neat community, slower pace, not congested.
* The Cheyenne Street Railway Trolley is a solid visitor attraction during the summer months, a quant transportation option for conventions, and a visible ad for the CVB to the community. The Trolley provides narrated rides with stops at area attractions in order to extend visitor stays while showing more of the area's attractions. In addition, CACVB generates considerable community goodwill for providing the trolley for area charities, politicians, and community events. There are now 3 trolleys in the Railway fleet.
* CACVB is relatively well regarded in the Cheyenne economic development and business community. CACVB plays a leadership role in speaking for the industry, preparing advertising coops, organizing citywide convention bids, and spurring tourism product development.
* The Cheyenne area is served by State Visitor Centers in Pine Bluffs, Cheyenne, and the Summit. In FY 08, CACVB expanded the months of operation at the Pine Bluffs Center.
* Cheyenne has become a regional shopping hub.
* CACVB has greatly enhanced its website with hotel bookings, more photos, foreign languages, a web camera, downloadable brochures, enhanced mapping, and better e-mail campaigns (newsletters and special messages to certain groups).
* The National Association for Atmospheric Research (NCAR) will bid a supercomputer and visitor center just west of Cheyenne in 2011. This may be a significant attractor of visitors for the region.
* CACVB's visitor guides are in many hotels/motels and in 100+ businesses in the county. These materials educate both visitors and residents about all Cheyenne has to offer. CACVB has dedicated more resources to this effort to ensure that the brochures and holders are well-maintained.
* CACVB's Visitor Center in the Depot is beautiful, authentic, and functional with an informational kiosk.
* There are plans to redevelop the Hynds Building/Wyoming Home block in downtown with a new hotel and mixed use in the Hynds Building. These will be connected to the Downtown Parking Garage with a skywalk.
* Cheyenne has created a community Vision that includes several strong tourism planks. CACVB has developed a multiyear plan-of-attack that addresses several areas in the new community vision. In the short-term, CACVB action items include a convention center, entryway beautification, and the development of a sports foundation. The Vision has become the driving goal of a new PlanCheyenne effort.
* CACVB is a leader in creating community partnerships for the benefit of all. Examples: New Public Relations firm promoting tourism and economic development; New depot web camera; new shared staffer between Chamber and CACVB; Running of Heart of the West Festival.
* CACVB has a new targeted events marketing program.
Area Weaknesses (things we can influence)
* Laramie County has a seasonal travel and tourism industry. Summers are fairly full, but capacity remains during the off-season (especially during weekends).
Occupancy Rate Room Rate
2005 64.5% $66.48
2006 66.9% $70.85
2007 68.2% $75.97
(Smith Travel Research)
* Despite being located on busy interstate highways, Cheyenne has limited appeal to persuade drivers off the highway.
* Despite Cheyenne's proximity to Denver and the Front Range, most Colorado residents do not know about Cheyenne's amenities. Beyond Cheyenne Frontier Days, knowledge of the Cheyenne area along the Front Range is minimal.
* The Cheyenne area lacks major year-round attractions capable for holding visitors for more than a few hours. Most of the area's attractions have limited marketing funds.
* Cheyenne's major hotels, exhibit spaces, and meeting spaces are not located in close proximity to one another: Most conventions require transportation by bus, adding cost and logistics to a convention bid. Little America's expansion will allow for much larger meetings, but will require significant transportation between properties.
* Cheyenne does not have a major private bus company that can help provide group transportation. Neither does the Cheyenne area have charter service to other attractions such as the Black Hills, Denver, etc.
* All Cheyenne is not united behind an image or "brand" for Cheyenne. Economic Development organizations and the City each promote a slightly different image, reducing Cheyenne's brand.
* Cheyenne lacks extensive sports facilities / events and a unified effort to develop or attract these amenities. As a result, most state tournaments and other sporting events take place in WY cities other than Cheyenne. CACVB is working with sports organizers and the Cheyenne Parks & Recreation Department to bid on more events.
* Cheyenne is not very attractive on main entranceways into the community or along the interstates. The new stone Cheyenne Welcome signs put up by the Chamber help, but cannot overcome the unattractive scenes that are visitors' first impressions of Cheyenne.
* Many Cheyenne area residents and members of our own hospitality industry think that beyond Cheyenne Frontier Days, Cheyenne does not have a viable visitor industry. They think that tourism season is only the 10 days of Frontier Days.
* Many of Cheyenne's attractions and events operate only during the summer months. In addition, several of our attractions are not highly visible to visitors.
* Cheyenne has regular air service into its airport, but many Cheyenne residents fly directly out of Denver instead of out of Cheyenne.
* The Cheyenne area does not have a sophisticated visitor infrastructure (limited public transportation, multi-lingual services, currency exchange, public telephones).
* Because of security concerns, CACVB and visitors are unable to access Warren Air Force Base and its attractions.
* In the past few years, Cheyenne Frontier Days has been targeted by animal rights groups regarding its treatment of rodeo animals.
Opportunities (items out of our control)
* With the value of the U.S. dollar being down compared to foreign currencies, the U.S. is seen as a bargain by international travelers.
* Cheyenne is located on the northern tip of the Colorado Front Range which has experienced tremendous economic and population growth recently. Cheyenne is only 95 miles from Denver.
* Cheyenne is at the intersection of two very busy interstate highways - I80 and I25.
* Several local businesses are bringing workers into Cheyenne for construction and other short-term jobs. These workers are filling local hotel rooms.
* Use of the internet as a travel booking device is growing, even as overall internet access is reaching a saturation point (overall internet use not growing as fast as in the past). As a result, competition on the web will intensify as the growth in the number of users slows.
* The Cheyenne area is a tourist and meeting value compared to many areas in Colorado.
* Because of Cheyenne's central location between major attractions (Yellowstone, Rocky Mountain National Park, Mt. Rushmore, Black Hills, etc.) and our interstate highway system, many travelers must come through Cheyenne on their trips in our region (tourists, business travelers, fly-drive itineraries, motorcoach tours).
* Cheyenne has significant name identification both nationally and internationally. People know the Cheyenne "brand" because of its western, military, and railroad history.
* Cheyenne is home to Warren Air Force Base with its visitor attractions and military heritage. In addition, the base supports a vast network of veterans and their family members who once were housed at the base.
Threats (items out of our control)
* With the nation's economic downtown and higher gas prices, people are cutting back on their travel plans.
* Gas prices are currently above $3 per gallon with the possibility of going up further.
* With the exception of the Colorado Front Range, the Cheyenne area is relatively far from other major population centers.
* Cheyenne is located near the state's borders, not centrally located which is important to some statewide associations and groups for their meetings.
* Severe weather can hinder travel to the Cheyenne area, particularly during the winter months. Often, the external perception of this problem is greater than the actual problem
Major Themes for FY 2009
1. Electronic Marketing - Continue to build on our enhanced website at www.cheyenne.org. Continue expanding e-marketing with a greater deal of sophistication, monitoring results and maintaining e-mail lists. Consider adding user interactivity with features like blogs or user diaries. Place Cheyenne videos on appropriate web video sites like www.youtube.com. Consider adding appropriate podcasts (using museum tour audio?).
2. Convention Solicitation Efforts - Pursue new business - conventions, meetings, etc. - using Little America's expanded convention space as a major new hook.
* Pursue more familiarization tours to get meeting planners to experience Cheyenne's meeting properties.
* Pursue both paid and unpaid media attention. Use direct mail and e-mail marketing as appropriate.
* Use cutting-edge technology to improve convention bids (audio bids, dvd bids, etc.)
3. Combat the U.S. Economic Downtown -- Regional / International - In response to the national economic downtown, develop more aggressive regional efforts in neighboring states and stronger international sales efforts. Work to replace visitors lost to the U.S. downtown with more international and nearby visitors. Also keep Laramie County visitor centers longer to do more with the travelers coming through the county.
4. Public Relations - Work aggressively with new Public Relations firm and shared PR person (with Chamber) to obtain more non-paid media coverage for the Cheyenne area.
5. Product Development - Continue efforts to stimulate development of Cheyenne's authentic travel product. Continue development of the downtown horse stable. Work on beautification and signage projects. Develop Discover Cheyenne, Inc. with additional fundraising and board member extensions to groups like the Chamber, DDA, LEADs, etc.
FY 2009 CACVB Goals and Strategies
FY 09 FY 08 FY 07
Budget $1,361,350 $1,210,892 $964,141(act)
1. Marketing (Leisure Travel)
FY 09 FY 08 FY 07 (act)
Marketing $503,050 $477,424 $338,814
Traditional Inquiries for Visitor Info 23,918 23,146
Visitors to CACVB web site 720,995 581,487
All Markets
* Promote the CHEYENNE brand - rodeo, cowboys, railroad, friendliness, western heritage -- in advertising and fulfillment pieces.
* Advertise in cost-effective magazines that meet our objectives for destination or stop-over visitors.
* Provide leadership in developing coop marketing programs to leverage private and public funds most effectively.
* Work to create stronger co-branding of the community with other organizations. Work with the Chamber using the same look/feel of the Cheyenne Live the Legend brand.
* Continue development of CACVB's website, taking advantage of trends in computer usage and new technologies. Take advantage of partnership with SimpleView and Travelocity to continue using cutting edge marketing and sales on cheyenne.org. Options include interactivity with blogs or user-supplied content, podcasts, more videos, etc.
* Use CACVB videos fully by placing them on available video websites such as Youtube.
* Consider more targeted placement of online ads.
* Consider translating Cheyenne area marketing materials (trade show profile sheets) to more foreign languages and use in trade shows, visitor centers, and on our website.
* Continue aggressive e-mail marketing efforts with targeted e-mails (media, meeting planners, etc.) and database maintenance. Continue working with Yellowstone Journal mailing lists and consider other targeted e-mail lists.
* Produce a major Visitor Guide for use as a fulfillment piece and for brochure racks throughout Wyoming. Procure sponsorships which lower the cost of the visitor guide.
* Distribute the Visitor Guide throughout WY and neighboring states using Certified Folder Display, regional visitor centers, etc.
* Continue the successful placement of coupons onto CACVB's website.
* Perform market research studies to aid marketing effort - advertising conversion study and visitor profile study.
* Develop niche brochures as appropriate (ie, Train Attraction Brochure & Museum Passport (with CAMDA).
Destination Visitors
* Work with Cheyenne Frontier Days to extend visitors stays in Cheyenne around CFD. Work to place conventions in the meeting prior to and after Frontier Days.
In Transit Visitors
* Continue marketing partnerships with Yellowstone Journal to entice travelers to stop in Cheyenne on their Yellowstone vacations. Use a customized Cheyenne/Yellowstone brochure. Place ads in "on the road" coupon books to encourage people to stop in Laramie County; Add trolley coupons to our ads to provide an incentive.
* Use database marketing more aggressively using WY Tourism inquiries and other qualified lists. Monitor results and costs, and refine efforts.
* Market Cheyenne to our existing visitors to extend the visitors' length of stay. Provide this information at hotels, restaurants, and other retail businesses and attractions. Maintain and build upon the Visitor Guide display program.
* Maintain multiple Cheyenne billboards around the region, with coop partners where appropriate.
Regional Visitors
* Develop off-season events and / or promotions that drive traffic to Cheyenne during the off-season. Explore partnerships with event organizers for stronger direct mail marketing (for example, Depot Days). Help develop and promote other off-season special event packages covering shopping, civic center events, symphony concerts.
* Provide limited marketing funds to Pine Bluffs, Albin, and Burns for the promotion of their local events.
International
* Consider stronger marketing / sales efforts aimed at the international market to take advantage of the low value of the dollar. Develop stronger partnerships with Rocky Mountain International, Rocky Mountain Holiday Tours, and the WY Tourism Office (Intl. Division).
2. Packaged Travel
FY 09 FY 08 FY 07
Packaged Travel $61,645 $56,045 $28,833 (act)
Packaged Travel Contacts 270 240
Package Travel Hotel Bids 12 10
* Market the Cheyenne area to travel intermediaries selling group tours and fly-drive itineraries by attending trade shows and respond to trade leads (developed by CACVB and other partners) to develop more packaged travel to the Cheyenne area.
* Share packaged travel leads in a timely manner with Cheyenne area hospitality providers so they can close the sale.
* Develop stronger partnerships with Rocky Mountain International, Rocky Mountain Holiday Tours, and the WY Tourism Office (Intl. Division).
* Use foreign language promotional material for international markets.
* Promote Cheyenne through both the National Tour Association and the American Bus Association.
* Provide new information on products and itinerary possibilities in the Cheyenne area to tour operators and receptive operators through direct mail and other means.
* Host fam visits to area for international intermediaries, such as Rocky Mountain Holiday Tours.
3. Meetings and Conventions
FY 09 FY 08 FY 07
Meetings and Conventions $315,145 $308,610 $160,520(act)
CACVB Convention Bids
