Downtown Boulder Marketing Council Agenda Prepared by Terri Takata-Smith (terri@dbi.org)

MARKETING COUNCIL SUMMARY (May 8, 2012)

�� Sean Allen �� Qin Liu ��Stephanie Schindhelm �� Erica Barnett �� Sean Maher ��John Schopbach

�� Tom Boardman ��Mary Ann Mahoney / Lauren ��Beverly Silva

�� Erica Dahl ��Lisa McDonough / Priscilla Cohan ��

Mara Soutiere / Mike Gleason

��Mindy Gantner / Bret Grischo �� Amy Moynihan ��Sam Sussman

�� Lilie Germian �� Katie Olson ��Terri Takata-Smith �� Taylor Horst �� Virginia Patterson ��Cindy Ward �� Chuck Hunker �� Wendy Reynolds � �� Donna Jobert �� Anna Salim �

I. Introductions

a. Taylor Horst is our new Communications Specialist. She joined our team a week ago and has fit in perfectly! She is up and running with the gift card program; she’s becoming comfortable with our website; she is producing her first newsletter this week…and…she’s Tweeting!

b. Taylor moved here from Minnesota last July and is an avid outdoor adventurist. She climbs mountains, runs, has a dog and a great personality! You can reach her at taylor@dbi.org.

c. Thank you to Lauren (our former intern) for joining us this week in place of Mary Ann!

II. 2012 Marketing & PR Review / Upcoming Planning

a. PR

i. On March 29, the Camera ran a Taste of Pearl pre-event story. That story sent ticket sales skyrocketing. The story hit two weeks prior to the start of event marketing and thanks to the momentum of the article the event sold out in Early April. A copy of the article is attached. Note from Anna’s recap report that the article accounts for 25% of how people heard about the event.

ii. In early April, we connected with Gregg Moss from the 9news morning show to do a ‘Where in the Town’ segment. On Wednesday, April 11, Belin (new anchor) came up to host four live segments on the morning show that ran between 6 a.m. – 9 a.m. Sean talked about the Mall’s 35th Anniversary, and short features also took place at the Pedestrian Shops, Art Source International and the Peppercorn. Great feedback from several people who saw the interviews and came up later in the day. We wanted Gregg to come up early so we could remind viewers to come up and see the tulips. Marketing Committee suggested trying to get the station back up here last this year.

b. Marketing Review

i. Event Marketing

Downtown Boulder Marketing Council Agenda Prepared by Terri Takata-Smith (terri@dbi.org)

1. Boulder’s Best Mixologist. For this event, we ran a mobile ad on m.DailyCamera.com (the Camera’s mobile site). Reports show that this campaign generated a .28 click thru rate – well above the industry standard of .06 - .10.

2. Taste of Pearl. In addition to running an ad on the Camera’s mobile site, a post it sized ad ran on DailyCamera.com as well as a billboard ad. These two entities also saw nice click thru rates throughout the duration of the campaign. We were initially going to run a post it sized ad on the DenverPost.com but because of the timing and ticket sell out, the campaign was pulled. The allocated budget will be shifted to enhance other campaigns later this year.

3. Tulip Fairy & Elf Parade. The first scheduled buy on 9news took place mid April. Similar to last year, the spots were closed captioning and traffic sponsorships. The Tulip Fairy & Elf Parade was tagged on these spots (along with a great branding message about the tulips).

4. Bands on the Bricks. The direct mail piece is at the printer and should arrive in homes the first week of June. Because this year is the 35 anniversary of the mall, summer event marketing will have a retro 70s look. Attached is a copy of the direct mail piece. Feedback from the committee was that using a similar design to the Friday Mag event listings would work if we make the type a little easier to read.

ii. Branding Marketing

1. Currently, we are running Gift Card word cloud ads in Friday Magazine (page 7). The ads will run for three consecutive weeks to tie in with graduation / teacher & coach appreciation.

2. 5280 Magazine. After a brainstorming session with our copywriter and designer, we decided to keep with the overall theme from last year (Free Spirits Welcome) but expand it a bit to build on a Twitter trend from a few months ago. We are calling it “Heard on the Pearl Street Mall”. The first ad runs in the June issue (Summer Guide). It’s attached. Marketing Committee reviewed other possible copy (attached) and gave feedback that Terri will us moving forward with the next ad that runs in the July (Top of the Town) issue.

III. Event Updates

a. Taste of Pearl – The event was a great success. Anna is collecting participant feedback (survey). Camera article helped sell a lot of tickets.

b. Tulip Fairy & Elf Parade – Wonderful weather. The event was packed. Open Space estimates 3,600 attendees. Time to change the event from a ‘parade’ to a ‘festival’. Too hard to ‘parade’ that many people around the mall. Anna believes that due to the tremendous response, need for more family events is great. Her biggest challenge is finding sponsors to help cover the costs. John and Qin reported sales were good that Saturday. Suggestion to do a survey to merchants to find out if their sales were strong that day due the event.

c. Other – suggestion to remind retailers that an event is their opportunity to “put their best foot forward”. Suggest ideas to help businesses piggyback onto event (i.e. themed window displays, in-store activities related to theme of event, etc.)

d. Noon Tunes - Based on the apparent desire for more family friendly events, Noon Tunes will be devoting the month of July to kids’ entertainment. There will be puppet shows, kids’ performers, etc.

Downtown Boulder Marketing Council Agenda Prepared by Terri Takata-Smith (terri@dbi.org)

e. Bands on the Bricks – Lineup was announced May 1. This year, we will be having a concert on July 4th (Rebecca Folsom).

IV. Social Media Update / Review

a. Social Media Breakfast (‘2012: The Year of the Social Media rEvolution’) went well. Amy will send link to GroundFloor presentation that we will share.

b. Amy reported that lessons from South by Southwest (SXSW) are that social media is constantly changing! Hot right now is Pinterest and the burning question is (still) how to measure effectiveness.

c. Request from that event to do a SMAC meeting on Social Media prioritization. Representative from Gnip will be the guest speaker for the May SMAC meeting to address this topic. SMAC will take place, Tuesday, May 14 / 8:30 a.m. / Broadway Suites’ Planning Conference Room.

d. Social Media Monthly One Sheet – see attached. Highlights: continued growth in mobile – our mobile site is up 40% compared April 2012 vs. April 2011. Unique website sessions are up from last year as well. Facebook & Twitter numbers continue an upward climb.

V. VIC and Gift Card Stats – attached.

a. VIC – Numbers for April 2012 reached an all time high thanks to the unseasonably warm weather. In terms of visitors stopping in, half are from Colorado followed by international guests, and then California residents.

b. Gift Card - Right about even with last year in terms of sales. Redemptions up considerably. Huge order last week worth $5000 and another order yesterday for $1300. The next few weeks will be busy with gift card sales (teacher / coach appreciation, etc.)

VI. Other Business

a. Style Pass - Tied in with the YSL Retrospective at the Denver Art Museum, the Pass is good at several participating businesses throughout the Denver Metro Area who are offering special savings. Seven downtown businesses are currently participating: http://boulderdowntown.com/shopping/style-pass

b. KBCO radio promotion. This year, we’ve partnered with the station and a car dealership to giveaway a car (1 year lease). Not able to disclose dealership just yet. The way it will work is 10 downtown businesses will host an enter to win to give away two keys (per location). Listeners will be directed into the business each week on air and every Friday, the winner’s names will be drawn at Noon Tunes. The actual giveaway will take place during the kickoff event for Fashion’s Night Out (Sept. 6). Key winners will have the chance to go into the car and see if it starts. So far, seven businesses have expressed interest. More details to follow as we get closer.

2012 Marketing Meeting Dates:

2012 Marketing Committee Dates

June 12 September 11 December 11

July 10 October 9

August 14 November 13

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June 13 . . . . . . . . . . . . . . . . . . . . Selasee One on One & June 20 . . . . . . . . . The Miles Apart BandJune 27 . . . . . . . . . . . . Hazel Miller BandJuly 4 . . . . . . . . . . . . . . . Rebecca FolsomJuly 11 . . . . . . . . . . . . . . . . BOP SKIZZUMJuly 18 . . . . . . . . . . . . . . . . . . Home SliceJuly 25 . . . . . . . . . The Tripping GriswoldsAugust 1 . . . . . . . . . . . That Eighties BandAugust 8 . . . . .Chris Daniels & the KingsAugust 15 . . . . . . . . . . . . .The Nacho Men

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Open Arts FestJuly 21 & 22

Fashion’s Night OutSept. 6

Fall FestSept. 21 - 23

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Downtown Boulder Visitor Center Stats January 1 - April 30, 2012

Primary Use of Visitor Center

Primary Use Count Percent Home Count PercentDowntown Retail 669 32% Other States 883 42%Dining 462 22% Boulder 334 16%General Info 396 19% Denver Metro 274 13%Literature 227 11% International 309 15%Local Attraction 214 10% Front Range 163 8%Other Retail 44 2% Boulder County 58 3%Regional Attraction 26 1% Other CO 60 3%Lodging 11 1% Total 2,081 100%Events 32 2%

Total 2,081 100%

Traffic by Day of Week

Day of Week Count PercentSa 733 35.2%Su 252 12.1%Fr 231 11.1%Th 187 9.0%Mo 227 10.9%We 261 12.5%Tu 190 9.1%

Total 2,081 100%

Primary Use by Weekday & Weekend Day

Primary UseCount Percent Count Percent Count Percent

General Info 139 14.1% 257 23.4% 396 19.0%Dining 221 22.4% 241 22.0% 462 22.2%Downtown Retail 312 31.7% 357 32.6% 669 32.1%Local Attraction 135 13.7% 79 7.2% 214 10.3%Literature 114 11.6% 113 10.3% 227 10.9%Regional Attraction 14 1.4% 12 1.1% 26 1.2%Other Retail 25 2.5% 19 1.7% 44 2.1%Events 21 2.1% 11 1.0% 32 1.5%Lodging 4 0.4% 7 0.6% 11 0.5%

Total 985 100% 1,096 100% 2,081 100%

Weekend Weekday Grand Total

Downtown Boulder Visitor Center Stats

Downtown Boulder Visitor Center Stats - January 1 - April 30, 2012"Where are you from?"

Home Count Percent State Breakout International BreakoutOther States (see breakout) 883 42%Boulder 334 16% Home Count Percent Home Count PercentInternational (see breakout) 309 15% CO 889 50.2% Europe 80 26%Denver Metro 274 13% CA 105 5.9% England 40 13%Front Range 163 8% NY 74 4.2% Canada 36 12%Boulder County 58 3% TX 47 2.7% Germany 34 11%Other CO 60 3% IL 43 2.4% Australia 22 7%

Total 2,081 100% MI 36 2.0% France 20 6%FL 33 1.9% South Africa 3 1%WI 38 2.1% Asia 13 4%

Visit Denver - Referrals OH 23 1.3% Japan 9 3%INTL 1,745 12% MN 29 1.6% Italy 8 3%TX 1,454 10% KS 18 1.0% Mexico 8 3%CO 783 5% WA 21 1.2% Middle East 7 2%FL 765 5% AZ 24 1.4% South America 17 6%IL 754 5% MA 30 1.7% New Zealand 5 2%

MO 16 0.9% Africa 3 1%Report Date # of Leads # of emails NJ 23 1.3% China 3 1%

May - December 2010 4,188 3137 PA 26 1.5% Puerto Rico 1 0%January - December 2011 7,851 5797 CT 18 1.0% TOTAL 309 100%

1/6/2012 263 193 MD 22 1.2%1/13/2012 180 135 DC 18 1.0%1/20/2012 202 148 OK 14 0.8%1/27/2012 229 167 OR 15 0.8%2/3/2012 205 156 WY 11 0.6%

2/10/2012 209 160 IA 13 0.7%2/17/2012 166 127 VA 15 0.8%2/24/2012 182 132 NM 17 1.0%3/2/2012 186 130 GA 9 0.5%3/9/2012 137 110 UT 5 0.3%

3/16/2012 166 119 VT 9 0.5%3/23/2012 167 125 ME 8 0.5%3/30/2012 125 89 TN 8 0.5%4/6/2012 125 94 NC 15 0.8%

4/13/2012 175 125 NE 8 0.5%4/20/2012 175 129 ND 4 0.2%4/27/2012 169 122 AL 10 0.6%

ID 6 0.3%NH 6 0.3%LA 7 0.4%MT 5 0.3%SC 7 0.4%IN 8 0.5%HI 6 0.3%KY 4 0.2%RI 5 0.3%SD 7 0.4%NV 4 0.2%MS 3 0.2%WV 3 0.2%AK 5 0.3%AR 2 0.1%DE 0 0.0%TOTAL 1,772 100%

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ED: 2

007

- 201

1

2007

2008

2009

2010

2011

2012

$0

$10,

000

$20,

000

$30,

000

$40,

000

$50,

000

$60,

000

$70,

000

Amount

SOLD

: 200

7 - 2

011

2007

2008

2009

2010

2011

2012

Downtown Gift Card Sales (April 30, 2011 – April 30, 2012) Cards Sold: 6,160 Amount Sold: $295,037

Redeemed Transactions: 8,798 Amount Redeemed: $238,659

Top Ten Card Redeemers (# of transactions)

BOULDER PARKING-CAGID 443

LIQUORMART INC 339

CHEESECAKE BOULDER 301

BOULDER BOOK STORE 293

THE PEPPERCORN 256

RIO GRANDE MEXICAN 249

ILLEGAL PETES PEARL 159

SALT 156

HAPA SUSHI GRILL & 155

ROCK BOTTOM 1051 149

Top Ten Card Redeemers ($ Amount Redeemed )

LIQUORMART INC 339 $9,782.05

CHEESECAKE BOULDER 301 $9,373.04

THE PEPPERCORN 256 $8,850.04

RIO GRANDE MEXICAN 249 $7,055.37

PATAGONIA BOULDER 135 $6,991.08

BOULDER BOOK STORE 293 $6,342.41

JAX FISH HOUSE BOULDER 125 $5,571.78

PEDESTRIAN SHOPS 117 $5,423.71

HAPA SUSHI GRILL & 155 $5,367.62

SALT 156 $5,206.41

Cards Sold Monthly

Dec ‘10 $87,682

Jan ‘11 $9,790

Feb ‘11 $8,795

March ‘11 $12,415

April ‘11 $17,620

May ‘11 $46,709

June ‘11 $20,540

July ‘11 $11,115

Aug ’11 $13,025

Sept ‘11 $9,986

Oct ‘11 $12,985

Nov’11 $22.365

Dec ‘11 $96,284

Jan ‘12 $13,063

Feb ‘12 $10,528

March ‘12 $20,404

April ‘12 $17,934

Dec ‘10 1903

Jan ‘11 297

Feb ‘11 188

March ‘11 237

April ‘11 449

May ‘11 1060

June ‘11 368

July ‘11 234

Aug ‘11 280

Sept ‘11 207

Oct ‘11 276

Nov ‘11 463

Dec. ‘11 1852

Jan ‘12 370

Feb ‘12 208

March ‘12 417

April ‘12 424

$ Amount Sold Monthly