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Salina
Area Chamber of Commerce
120 W. Ash, P.O. Box 586. Salina, KS 67402~586. 785-827-9301 . fx 785-827-9758. www.sallnakansas.org
Mr. Jason Gage
City Manager
300 W. Ash St.
Salina, KS 67401
Dear Jason:
The preface to the Salina Economic Development Strategic Plan notes the need to: "... build on
the many strengths of the Salina area" and to implement an "aggressive new approach to
economic development. . ." We believe these objectives are advanced by a proactive effort to
create visitor spending and economic impact via overnight visitors.
Toward this end, there is a need for capital improvements at the Bicentennial Center and to
increase marketing for events occurring at the Bicentennial Center and in Kenwood Park. We
also strongly believe it is important to increase the economic impact of visitor spending and
overnight visitation associated with the arts and cultural venues in Salina.
Toward this goal, the Salina Area Chamber of Commerce Board of Directors encourages the .
City of Salina to temporarily increase the Transient Guest Tax (TGT) by 1.75 percent. Based on
recent history, this should yield approximately $350,000 a year. We support the following steps
to support economic development via increased overnight visitor spending.
1. Proceed with capital improvements to the Bicentennial Center.
We believe that one percent (approximately $200,000) of this annual support should target
Bicentennial Center improvements that will directly iricrease overnight visitation to Salina.
To the maximum degree possible, we would like this support to target improvements that will
lead to increased overnight stays. For example, sound system improvements, remodeling and
updating Heritage Hall and other meeting spaces will lead to more conferences, conventions and
special events.
Visit Salina staff and the lodging community work directly with convention planners and have
appropriate knowledge about how to increase building use and overnight visitations to Salina.
We ask that Visit Salina staff and the lodging community actively participate in identifying
appropriate improvements at the Bicentennial Center. We believe the one percent
(approximately $200,000) associated with this work should sunset ten years after
implementation.
1
2. Increase marketing of the Bicentennial Center and Kenwood Park.
The best way to reduce property tax and general fund subsidies for the Bicentennial Center is to
increase traffic and facility use. We believe that.25 percent (approximately $50,000) of this
increased annual support should target improvements that will directly increase marketing of,
and within the Bicentennial Center and Kenwood Park.
As improvements to our convention/event product are made, word must reach our past, current
and potential clientele. Visit Salina will work with venue staff to develop marketing objectives
that would include increased efforts through traditional marketing approaches such as print
placements, direct mail and e-mail marketing efforts, sales calls and trade shows. Certainly, site
visits will be an integral part of this process.
In addition, Visit Salina will work with venue staff to capitalize on the marketing opportunities
that could be created through facility enhancements. Immediate ideas such as video looping for
concession cue lines to promote the Salina visitor experience could benefit the entire community.
There will be NO increase in Visit Salina overhead or staff related expenses associated with this
increased marketing effort. Visit Salina will include in the annual report to the City Commission
detailed use of these funds.
3. Increase the economic impact of visitor spending and overnight visitation associated
with the arts and cultural venues in Salina.
The arts and cultural venues in Salina add to the quality of life enjoyed by residents. In addition,
these organizations make a direct economic impact on our local economy. Our desire is to
geographically broaden their individual and collective audiences, thus increasing their regional
draw, and bringing more economic activity to Salina.
According to the Arts & Economic Prosperity III study through Americans for the Arts, in FY
2005, arts and culture visitor spending in Salina was projected to be $11,843,380. In the same
time period, total local expenditures by arts and cultural organizations totaled $11,907,597,
creating a total industry expenditure and direct impact of $23,750,977. Over $12,760,000 of
household income was paid to local residents and 810 full time equivalent jobs were supported
by the arts and culture organizations and their audiences in Salina. In FY 2005, the annual
revenue generated to local government by this industry sector was projected to be more than
$1,009,000. Our objective is to increase these totals through additional overnight visitors, and
the spending they will generate.
Growth of businesses in this industry sector will reap double rewards for the Salina economy. A
stronger arts and cultural sector will also allow these organizations to deliver more quality
programming for Salina residents.
2
The Salina Economic Development Strategic Plan notes that: "This plan reflects the community
desire to prioritize our focus on the expansion of businesses already located in the Salina area."
The chamber considers this proposal an extension of this philosophy. .If it were a private
business with 810 employees and a payroll in excess of $12,760,000, the chamber and its
economic development partners would certainly desire to increase the economic impact of the
firm. In a real sense, we are targeting the expansion of an industry already operating in SaIina.
We believe that .50 percent (approximately $100,000) of the increased transient tax income
should be invested to increase the economic activity and overnight lodging in Salina due to the
arts and cultural venues.
We have discussed these issues with leaders from the "Big Ideas" finance committee. Based on
their input, two funds, to be administrated by Visit Salina, will be established to achieve our
objectives.
There will be NO increase in Visit Salina overhead or staff related expenses associated with this
increased marketing effort. Visit Salina will include in the annual report to the City Commission
detailed use of these funds.
FUND ONE
We believe that 80 percent (approximately $80,000) of this annual support should be used to
implement a major comprehensive collaborative regional marketing effort that will increase the
economic activity generated by visitors who choose to "Play and Stay.in Salina."
Any arts and cultural organization is eligible to apply for Fund One support. The applicant must
match the support on a $1 for $1 direct match. No more 10 percent of the match can be
administrative costs for the applying organization, the balance will be cash. The minimum
application will be $5,000 and maximum application per venue is 25 percent of the Fund One
total (approximately $20,000.)
Use of Fund One monies will be based on joint submission of an annual marketing plan from
participating organizations. Access to Fund One depends on partnerships, collaboration between
venues and creating the opportunities for overnight. stays. , Highlights of the marketing plan will
be:
. Targeting dollars to enhance existing marketing efforts. Marketing plans will use new
and expanded media targeting new and expanded markets using new and expanded
approaches.
. A deliberate emphasis on collaboration. There will be coinciding events at multiple venues
with a shared target audience.
. Promotion of lodging facilities. We anticipate using insertions, Internet links, incentives
and packages to achieve our objective of increasing overnight stays. '
. Establishing key performance indicators, benchmark and sh~re results
3
Specific examples could include:
. Cooperative placements, resources, campaigns:
Collaborating agencies determine the demographics of a their target audience, and
o Place a billboard in a publication with distribution that meets that criteria, or a short-term
billboard in a geographic market that meets that criteria (Cooperative placement)
o Promote a specific experience to their combined regional mail/emaillist, and to
additional contacts with appropriate demographics that are purchased and shared
(Cooperative resources)
o Bring Mom for Mother's Day weekend! Begin with the (named) exhibition.at Salina
Art Center Saturday afternoon; Freshen up at your hotel, have a nice dinner, and
then enjoy the SCT production of (named) Saturday night; Join us Sunday as we go
'Wild About Moms' at Rolling Hill Wildlife Adventure!
Develop cooperative print/television ads, bundle individual ads use same media to promote
specific experiences or complete seasons (Cooperative campaigns)
o Give your family a wonderful gift when you Visit Salina and enjoy great shopping, unique
dining, and these wonderful holiday traditions:
o Theatre Production - date - venue
o Family Activity - date - venue
o Concert - date - venue
. Cross Promotion:
o Incorporate links from individual websites to: Visit Salina website (Accommodations,
Dining, Attractions, Calendar); Bravo Salina web site (Cultural opportunities); Websites
. of hotels that are offering specific incentives; (Accommodations)
o Insert hotel information/special offers in mailings, ticket confirmations
. Tracking mechanism:
o Survey regional audience and targeted potential customers to inquire: Did they
come? Did they spend the night? What else did they do in Salina? What other activities
would they like to receive information about?
o Gather and report zip code data from point of sale to set baseline and track results
City Manager or designee will review/comment on the collaborative plan before it is
implemented with city commission approval to also occur.
To better manage Fund One, and to avoid over commitment of Fund One resources, support will
be awarded only after Fund One support has been escrowed for six months. Unobligated Fund
One support will accrue until it reaches 200 percent of the prior year allocation. Excess funds
will be used for capital improvements at the Bicentennial Center. Visit Salina and the arts and
cultural venues will submit an annual report to the City Commission.
4
FUND TWO
We believe that 20 percent (approximately $20,000) of this annual support should be used to
implement campaign/event specific marketing in conjunction with hotels.
Fund Two support is designed for specific event promotion, providing matching marketing
dollars (of a $1 for 50 cent cash match basis). Using a grant application and review process with
tracking measurements, Fund Two will target "last minute" opportunities and smaller scale/short
timeframe projects. There will be an emphasis on partnerships and the promotion of hotels.
Specific project examples could include:
· If the Yesteryear Museum wanted to expand the promotion of the Fall Show to steam-engine
clubs across the Midwest. Fund Two dollars could be utilized to produce and distribute a
mailing/e-card promoting the show to that targeted regional audience. The marketing piece
would include accommodation information.
· The Salina Symphony could identify two publications, with regional reach, to promote their
season to a broader audience. They partner with Salina Art Center & Art Center Cinema, and
apply for Fund Two dollars to create a print ad that invites visitors to Visit Salina and enjoy a
performance, spend the night, take in an exhibition and matinee the following day.
Fund One recipients are not eligible to receive Fund Two support during the same year.
The criteria for Fund Two distribution will be developed by a task force. The City must approve
the criteria before the programming proceeds. Criteria will be developed by:
. Marshall Perry, Director, Bicentennial Center
. Sylvia Rice, Visit Salina Director
. Representative of arts organization with no financial stake in the issue
. Lodging industry representative
Decisions about awarding Fund Two monies will be made by a task force of:
. Sylvia Rice, Visit Salina Director
. City staff or city commission appointee to convention & tourism committee
. Lodging representative to be recommended by Sylvia Rice and approved by City Manager
. Representative from Fund One recipient
Unobligated Fund Two support will accrue until it reaches 200 percent of the prior year
allocation. Excess funds will be used for capital improvements at the Bicentennial Center. Visit
Salina and the arts and cultural venues will submit an annual report to the City Commission.
Thank ~ou for your consideration,
~~-
2009 Chainnan of the Board
~1Ii.r W,~
Dennis W. Lauver
President & C.E. O.
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