3.c) Advertsing and Promotions c� � ' �
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SCANDIA
Staff Renort
Date of Meeting: October 23, 2012
To: City Council
From: Kristina Handt, City Administrator
Re: Advertising and Promotions
Agenda Item#: 3.c.)
Background:
The City of Scandia doesn't currently participate in any regional tourism promotion efforts.
Advertising efforts have been focused on promoting local events in the local area newspapers.
Even most of this advertising has been in the form of press releases or simple event listings.
Issue:
Should the City budget funds for advertising and promotion purposes related to tourism? If so,
how much and where do the funds come from?
Proposal Details:
I am proposing the Council consider joining the St. Croix River Valley Regional Tourism
Alliance(SCRVTA). Annual membership cost is $125. Benefits of inembership are outlined on
the attached sheet from Rosemary Mansfield from SCRVTA and include advertising in their
guidebook and on their website(www.saintcroixriver.com). Joining an area organization can
help make our advertising dollars go further as costs of ads are often split amongst participants.
In addition to the membership fee,the Council should consider budgeting funds to participate in
cooperative advertising either with groups like SCRVTA or through the Pioneer Press. The rep
for the Pioneer Press is on vacation this week,but I hope to get more details from her about coop
advertising opportunities soon.
Fiscal Impact:
Staff is requesting$1,500 for 2013 for advertising and promotion of the city.
Options:
1) Approve$1,500 for advertising and promotions in the 2013 budget
2) Approve some other amount of funds for advertising and promotions in the 2013 budget
3) Do not include any additional funds in the 2013 budget for advertising and promotion
Recommendation:
Option 1, with $1,000 moved from the events line item to the advertising line item in the parks
and rec budget. 'This would leave $2,000 in each advertising and events.
Currently the advertising line item is set at $1,000 which is a 122% increase over 2012 actual
expenditures YTD. T'he events line item is set at $3,000 which is a 310%increase over 2012
actual expenditures YTD.
The recent changes approved by the Council to just hire an Ice Rink Maintenance Worker
reduced the Personal Services by$2,017 so the Council could also consider adding those funds
to the existing advertising amount and not adjusting the events line item.
Another funding source would be for the council to consider eliminating the space needs study
for the community center. Staff would propose working with the city engineer to come up with a
couple concept plans instead of doing a study. Alternatively, these funds could also be used to
fix the hole in the budget for Camp Lakamaga which runs about $5,500 each year.
St. Croix Valley Regional Tourism Alliance
Alliance Overview:
Alliance Mission Statement: The mission of the St. Croix Valley Regional Tourism Alliance
is to increase the impact of tourism in our bi-state member communities through cooperative
promotion of the Scenic St. Croix Valley; in addition the Alliance serves as an educational
resource for the culture, natural resources, and history of the lower St. Croix Valley Scenic River
corridor.
Whv ioin the Tourism Alliance?
The St. Croix Valley Regional Tourism Alliance is an active, growing non-profit membership
organization with national recognition, which was established in 1994. By investing in the
Alliance, you will join business and community leaders in both Minnesota and Wisconsin who
are dedicated to improving the economic climate of the area and have joined together to
promote the Lower St. Croix Valley.
Membership Benefits Include:
• Networking opportunities —The Alliance is a Bi-State organization which
provides great networking & partnering opportunities throughout the Greater St.
Croix Valley Region.
• Advertising in the 2013 Scenic St. Croix Valley Guide Book will give your
business in exposure through:
o The distribution of over 25,000 Scenic St. Croix Valley Guide Books in Travel
Information Centers in both Minnesota and Wisconsin
o Guide Books in all Minnesota and Wisconsin Chamber of Commerce and CVB
locations
o Distribution of the Guide Book at trade shows and regional events (including the
Twin Cities)
• Representation at Minnesota and Wisconsin State and Regional Tourism conferences
• Cooperative Marketing opportunities within a four state area — Minnesota, Wisconsin,
lowa and Illinois
• Exposure on the Alliance Website:
o Your Business/ Organization will be in the Member listing on the Alliance Website
o The Alliance will feature your business on the home page of the Alliance website
with a link to your website.
o A Guide Book ad includes a FREE ad on the SCVRTA website
o FREE listing of special events in the events section of the Guide Book and on the
Alliance Website.