HomeMy WebLinkAboutagenda.council.worksession.20101115 ASPEN
C H AMBER R
TO: City Council
Cc: Don Taylor
FROM: Debbie Braun, President, ACRA
Julia Theisen, VP Sales and Marketing, ACRA
DATE: November 12, 2010
Please find attached a summary document of the key metrics from our 2010 marketing campaign.
These results will be presented in further detail at the City Council work session on Monday, November
15
Also attached is the 2011 Destination Marketing Plan. This document provides a strategic framework for
the destination marketing program next year and includes strategies and goals for each segment of the
program including: Community Collaboration, Advertising, Public Relations, Social Media, Technology,
Group Sales and Print Collateral. The 2011 plan and budget will be presented to you on November 15
for your review and approval.
We would like to thank City Council for their support on Ref. 2A. With the successful election behind us,
we look forward to implementing new marketing initiatives and are confident that we can provide solid
results for the community with an increased marketing effort.
Thank you.
I 4°1 Aspen Chambe ... esort cig tion . q U '
Destination Marketing - 2010 Key Metrics'
•
The Destination Marketing funds are allocated to a multi - channel marketing campaign that is focused on results.
The marketing program includes advertising, print collateral, public relations, technology, visitor research,
special events and group sales.
ACRA collaborates with our community partners including Aspen Skiing Company, Snowmass Tourism, Stay
Aspen Snowmass, the City of Aspen and the non - profit community to leverage our marketing dollars. The
marketing plan is shaped by a Marketing Advisory Committee that approves the use of the funds. The plan is
also reviewed and approved by the ACRA Board of Directors, The Aspen Lodging Association and Aspen City
Council.
The return on investment for the funds is tracked using various metrics. Here is a snapshot of the 2010 results:
Occupancy /Lodging & Sales Tax
Occupancy rates during October were down 5.2% as compared to the same time last year and the ADR was up
15.5 %. Occupancy for May — October was up 5% as compared to the same time period last year and ADR was up
6 %.
Lodging tax year to date revenues are 12% above year to date budgeted revenues
Sales tax year to date revenues are 7% above year to date budgeted revenues
Advertising Campaign
The advertising campaign targets our key feeder markets as well as potential new markets with a mix of online
and offline media. We reach qualified visitors with ads focused on conversion to bookings. Ads highlight arts &
culture, dining, special events, outdoor recreation, family fun and free activities.
Results:
Print campaign: circulation of 9.2M
Direct Mail: circulation to 192K households in 10 markets via the New York Times
Online: banner ads resulted in 2.8M impressions and 4K click -thrus to aspenchamber.org
Online ad network: campaign utilizing demographic, geo and behavioral targeting, 22.8M impressions, 9.7k
inquires sent to stayaspensnowmass.com, 5K to aspenchamber.org
Email marketing: Monthly emails sent to ACRA database of 50K, average open rate 13% and 8% click -thrus to
aspenchamber.org. Promote Aspen events in weekly Aspen Skiing Company summer email blasts going to
database of 37 -50K. Paid placement in e- newsletters, 2.2M emails sent with 10% open rate.
Public Relations
The public relations campaign hosted more than 100 media professionals in Aspen during spring /summer /fall
2010 for special events and specific stories. We also meet with media in key feeder markets and pitch targeted
stories on Aspen. Results are more than $4 million in value for the print and television coverage and
impressions reaching more than 80M people. Online reach generated 400M impressions with online
publications /blogs.
Website: Aspenchamber.org
Money invested in search engine optimization and marketing campaigns drove increased traffic to the website.
Aspenchamber.org had approximately 30K visits per month to the website this summer. This represents a
51% increase in web traffic from summer 2009 and a 78% increase in organic search traffic from 2009.
The website also featured new content including a video campaign, international translation and integrated
social media platforms.
Mobile
We redesigned our mobile site in 2010 (www.aspenchamber.mobi) to be visually more appealing and easier to
navigate with new features including calendar, weather, photo gallery and favorites. The site was re- launched
on August 19 and to date we have had 5134 visits, viewing an average of 5.3 pages.
Social Media
Our social media campaign engages visitors and locals by providing timely, relevant information to become the
top resource for information on Aspen
Facebook: Increased fans to the ACRA destination page to over 1900 fans this summer with photo contests,
engaging updates and conversation.
Twitter: followers increased from 812 to 1250 this summer, TweetReach went from 37K impressions per 50
tweets to 62K impressions per 50, Increased volume of tweets from approximately 40 /month to more than
400 /month.
Blog: has experienced substantially higher view rates since regular updates and cross - promotion on Facebook.
TripAdvisor: Aspen sponsored home page with local events, photos and user - reviews, from May — August, 5876
page views, with 8.53% engagement.
Print Collateral
Produced 2 visitor publications that assist travelers in planning and booking their trips, the Aspen Snowmass
Vacation Planner and the Aspen Rack Brochure. Distribution: 80K Vacation Planners, 30K Rack Brochures and
10K International Rack Brochures. Created an electronic version of the Vacation Planner, that is on our website
and TripAdvisor, for increased distribution at reduced cost.
Special Events
Produced the inaugural Outside in Aspen event during the early June need period. Successful partnership with
Outside Magazine, national sponsors and local outfitters to showcase the outdoor recreation in Aspen summer.
Funding for the 12 Days of Aspen event that entertains visitors throughout the holiday period. Many events are
free to the visitor.
The Perfect Summer Promotion
Partnered with Snowmass Tourism to create a community wide promotion to drive revenue and exposure for
local businesses. This promotion provided added value to summer visitors in conjunction with summer lodging
deal. Over 70 businesses and 60 hotels participated in the campaign. The Perfect Summer web page was
viewed over 11K times.
Aspen Groups
Goal is to attract group travel to Aspen specifically during shoulder seasons and collaborate with hotel and
industry partners. To date, Aspen Groups has booked over $300K in revenue to Aspen hotels and hosted
meeting planners and decision makers in Aspen.
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MEMORANDUM
TO: Mayor Ireland and Aspen City Council
FROM: Chris Bendon, Community Development Director ( / 14 1
RE: Work Session — Code amendment to allow businesses to operate in non-
commercial spaces of buildings
DATE: November 15, 2010
SUMMARY:
The City's Land Use Code requires growth management approvals and housing mitigation for
the creation of new commercial space. The mitigation is based on "net leasable area" and does
not count common hallways, lobbies, emergency stairways, trash enclosures, and similar
common areas that are not typically rented to an individual business.
Ross Kribbs has requested this work session to discuss an amendment to allow an art gallery to
operate in a building's common area. The specific space Mr. Kribbs is interested in is the
interior hallway and atrium space of the building where Morris and Fyrwald is located on the
Hyman Avenue mall. Attached is the proposal from Mr. Kribbs, including pictures of the space.
Merely hanging the pictures with information about the artists does not, in staffs opinion, render
the hallway a commercial space. This happens in many spaces around town, restaurants, office
lobbies, etc. This could be done without a code amendment. However, the proposal includes the
presence and assistance of an employee in the space. This makes the space into a store and
requires the space be approved as net leasable area with the associated mitigation.
The City exempts certain commercial expansions and operations from housing mitigation in
order to achieve certain public policy objectives. Seasonal food carts, for example, are exempted
from this requirement. The proposed operation does not qualify for an exemption.
The amendment would allow non - commercial areas of buildings to be actively used by a tenant
without the normal mitigation requirements. This program could mirror the food cart program.
The program could be limited to art galleries and can limit the number or size of the operations.
Being more specific may be difficult.
An individual cannot apply to amend the Land Use Code without "authorization" from the City
Council or the Community Development Director. This ensures code amendment applications
are consistent with Council's policy directives. This authorization from City Council most-
recently occurred with Peter Fomell. Mr. Fornell obtained authorization to submit a code
amendment application from City Council, paid the associated fees, and the code was amended
to implement a housing credits program. Authorization to submit an application does no bind
City Council; it only allows an application to be considered.
Page 1 of 2
QUESTIONS FOR CITY COUNCIL:
Should Community Development staff be directed to initiate code amendments to exempt small
increases in commercial buildings from affordable housing mitigation? In this case, staff
would be the "applicant" and work with Mr. Kribbs to develop language for P &Z and City
Council review. No application fees would be assigned to Mr. Kribbs.
Should Ross Kribbs be authorized to submit an amendment to the Land Use Code? In this
case, Mr. Kribbs would be the applicant. He would propose language or work with staff to
develop language. Mr. Kribbs would be billed for staff time associated with the review. (A
waiver or partial waiver of fees could be approved by City Council.)
Should the amendment allow additional sandwich board signs? The proposal requests the
ability to place a sandwich board in the mall. A code amendment could allow or prohibit these
signs for this type of business.
ATTACHMENT:
A — Proposal from Ross Kribbs
4
Page 2 of 2
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THE NUGGET GALLERY
A proposal for use of the 415 East Hyman Atrium
Applicant: Ross Kribbs
1
Proposal in brief
This is a proposal by Aspen resident Ross Kribbs to create a small but functional gallery from a currently
under - utilized corridor /atrium space in the Roaring Fork Building on the Hyman Avenue mall. The creation
of the gallery, to be promoted as "The Nugget Gallery", would involve no structural changes to the space,
and the building's owners are fully and generously supportive of the project.
Benefits: No construction or construction traffic. New retail options on a block with 4 empty storefronts.
Non - traditional use of space. Lower -cost, high quality local artwork. Later hours. Additional city sales tax
revenue.
About the applicant .
I'm an 11 -year resident of Aspen and a photographer and graphic designer by trade. I moved to Aspen
in 1999 as a staff photographer for the The Aspen Times. Due to economic realities, the majority of my
photographic work is now for the real estate industry, but my dream is to make a living by selling images
that don't include antler chandeliers. Not that there's anything wrong with them.
I've owned a 1- bedroom condominium in Hunter Creek Condominiums for 5 years, and I currently the
president of the homeowners' association there. I'm proud to be a citizen of Aspen, and I've always tried
my best to be an aware and active participant in civic life.
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The Space
The Roaring Fork Building is located at 415 Hyman Avenue, on the Hyman Avenue mall. Its basement
is home to The Mustang Restaurant, and the 1st, 2nd, and 3rd floors are occupied primarily by Morris &
Fyrwald /Sotheby's International Realty. The top floor is a private residence owned by Dr.. Bruce Carlson.
This building includes an odd 1st -floor atrium that runs from the front of the building to the rear alley,
with tall ceilings, skylights, exposed brick beams, wood trusses. The space has served as a catch -all for
discarded furniture and old rugs, and has been unused and overlooked for at least the last 8 years. The
space is a vital circulation corridor, albeit a very wide one: almost 9 feet across. It accesses the building's
only elevator, and is the only access to the first floor restrooms in the rear of the building.
Even with these significant limitations, it has the makings of an ideal -- if quite small -- gallery space.
Recognizing this, I contacted the owners of the building and made a simple proposal. I would repaint the
space and install track lighting at my cost, if they would remove the existing furniture and permit me to
hang and sell my work. Due to the nature of the walls and existing trim, the space I would consider the
gallery is about half of that atrium: less than 300 square feet.
Track lighting was installed professionally, and, over the course of a few very late nights, the space was
painted by myself and a work party of enthusiastic Aspen friends. No demolition or construction took place.
And no sales have, either. A business license application was denied by the Community Development
Office in June of 2010. •
However, the response to the new look of the space has been incredible. Quite literally EVERYONE who
works in the building and passes through the space has commented on the great new look, and is excited
to see the project continue. That neglected portion of the building is now on the verge of become an
active and lively spot, with the potential for a little city revenue, too.
Removed: 2 worn rugs, 4 large chairs, 2 fake trees, 1 large couch, 1 cocktail
table, 1 large coffee table, 1 aging fluorescent light fixture
Improved: egress, brightness & natural light, tenant mood
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The Business Plan
The plan is simple, and I'm flexible. I'd like to hang my work in this space, and have myself or a representative
be available 4 days per week during high- seasons to sell it. June 15 through Sept 15 & December
15th through April 15th. Thursday thru Sunday, 12 -9pm. One person and a laptop is all it would take to
process orders. An A -frame sign outside and additional signage on the interior vestibule would be absolute
necessities as well. But that's really it.
Eventually, I would consider extending my hours, and would consider the possibility of exhibiting the work
of others. Security and logistical issues may preclude this, and it is not my intention to create an artists
collective. There is not enough space to professionally display the work of more than two artists at a time.
It's worth noting the 95% of the business activity (marketing, framing, any online orders, shipping, etc.) would
be conducted from my current home office in Hunter Creek Condominiums. At one point, the suggestion
was made that I file for a business license as a home office. I'm happy to do so, but I still must be able to
market the downtown location and sell work on -site in order for this business to function properly.
Current Work by Ross Kribbs
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Precedent
The Aspen City Council talks often about downtown vitality, the need for a wide variety of retail options,
and the desire to promote the creative use of existing spaces without promoting new construction. This
proposal fits those criteria like a glove, and seems very consistent with the Aspen Area Community Plan.
Under current city code and current interpretation of that code, the creation of new retail space requires
affordable housing mitigation payments to be made by the building's owners. This is a reasonable request
when such spaces are versatile, lockable, and secure. This property is not. It has severe limitations (pedestrian
corridor, non - secure, limited square footage) and requiring mitigation payments from the building's owners
would render the project unfeasible. If required to make mitigation payments, the owners would most
likely construct enclosed spaces, and then rent to businesses or brokers that could afford the high cost. The
gallery options precludes that necessity and eliminates any construction.
City Council has set a precedent of exempting mitigation payments based either on the location of the
space (retail shops facing the alley) or by the type of use (food vendors in interior atriums.) Indeed, under
the recently- enacted Ordinance 9b, the 415 East Hyman Atrium could be used to sell hot dogs, lattes, and
pancakes with no mitigation required.
I'm a decent cook, but I'd rather make a living selling my art. I hope we can work together to make this
happen. Thanks!!
Current Work by Ross Kribbs
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July 9, 2010
To Whom it May Concern:
We, the owners of 415 East Hyman Avenue (The Roaring Fork Building), were contacted
by Ross Kribbs in April of this year. He explained to us his idea to use our first floor
corridor /atrium space as a gallery for his fine -art photography, and he offered to pay for the
paint and lights necessary to display his work properly. We think it's a great idea, and we
welcome the already- rejuvenated look to that part of our building.
The atrium /corridor space has been relatively unchanged in at least 8 years, and it wasn't
our intention to turn it into rentable commercial space (Mr. Kribbs contacted us, not the
other way around.) It remains a vital circulation corridor and must remain open to all
tenants and guests in the building. There is also no storage available for his use. Mr.
Kribbs understands this and has assumed all liability for the work he may display there.
Given these significant limitations, a standard lease arrangement may be unnecessary.
However, to the extent that we may arrange a contract to help defray his use of utilities and
common area maintenance, we would pursue a reasonable agreement.
We understand that Mr. Kribbs would like to 1) show his work and potentially the work of
others, 2) to advertise and promote the space as "The Nugget Gallery" and 3) to conduct
on -site sale of artwork 3 -4 days per week during high seasons. We approve of this
arrangement, and would even be open to the possibility of additional days of use.
We encourage the approval of a business license for Mr. Kribb's use of this space, and we
look forward to seeing more of his work on our walls.
Thank you,
Ernie Fyrwald, President
Roaring Fork Condominium Association