BRECKENRIDGE RESORT CHAMBER ACTIVITY SUMMARY
February 2010
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Marketing Website:
Marketing Website:
o New drupal platform is up & running as of Feb. 18th.
 Online:
o Pick up our PPC/Keyword buy specific to each of our Feb. events & activities for the
month.
o Utilization of rich media for the Spring break plan Colorado.com as a place holder.
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Developed creative for the Spring break initiative with a focus on events & lodging
packages for the Family & Students.
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Offline:
o Dec. Utilized Front Range TV spots with high frequency for branding GoBreckNow.com
to help with holiday fill.
o Jan. Utilized TV & radio to fortify our events and GoBreckNow.com in the Front
Range.
o Direct Contact: Continued to message information & offers to our Enewsletter data
base, seeing increased referrals to our website from analytics report.
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Projects:
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Photos shoots developing video/photography content as we move toward online video
advertising.
Catching up on all our website initiatives now that we have this new CMS
Breckenridge Central Reservations
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Suppliers: Looking to add Three20South and Mountain Adventures
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BCR Initiatives to be completed during the next 30 days: Re-Invention Plan
BCR Initiatives to be completed during the next 90 days: Re-Invention Plan
Cash Flow:
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Actual Cash on hand
Accts Receivable
BRC Accounts Receivable
Cash + Receivables
Reservation Accounts Payable
GT Liability
BRC Accounts Payable
Wages & Taxes Payable
Adjusted Cash position
$94,997
$ 23,274
$ 26,172
$144,443
-$ 402
$ 33,690
$
0
$ 6,511
$104,644
A couple of items that attributed to the $122,294 in cash flow decrease:
 Total Revenues down $38,816 or 9% to budget.
o Lodging Revenues down $54,716 or 21%
o Phone volume down 15% to budget
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Cost of good sold was down $2,493 or 1% to budget.
o Lodging Expenses were 97% of sales vs. the budget of 85%
 $23,445 difference
 Year to Date at 85.7% vs. budget of 84.7%
 January Payables of $92,398 have been paid
o Receivables from BRC decreased from $32,341 to $26,172 a variance of
$6,166
Group and Leisure Sales
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TRADE SHOWS - Denver golf Expo – Consumer Trade Show, 3 day show,
co-op with Beaver Run Resort and Breckenridge Hospitality. Erroll/Breckenrdige
Golf Course helped to work the booth with Breck CVB. Captured approx. 700
names, promoting summer golf packages.
Attended MPI Monthly meeting in Denver – working with MPI on event in
August and 2011 Golf Tourney
Meetings, site tours and introductions with lodging partners and ski area
Evaluating Consumer Fall Ski shows – last year obtained approx. 9,000 names
Working with Ambassadors Hospitality Committee on larger groups
Media Relations
 Print: The LA Times featured Good Times Adventures dog sledding; Colorado Springs
Gazette did a large photo essay on Snow Sculptures; Denver Daily News featured Snow
Sculpture winners with a photo; Denver Post featured Snow Sculpture winners with
photos; Denver Post featured Breckenridge’s Bacchus Ball; the Canada Ontario snow
sculpting team was featured in the Sarnia Observer for their silver medal; Breckenridge’s
Spring Break packages were featured in the Dallas Morning News; North Denver News
did a large article about family-friendly Breckenridge as a result of hosting the journalist;
a French newspaper did a large article about Breckenridge as a result of hosting a
French media FAM with the CTO in January,
 Online: OnTheSnow.com featured an article and photos from Snow Sculptures;
Elevation Outdoors Magazine featured Snow Sculptures with a large photo spread and
article on its Web site as a result of hosting the journalist; the Ski Club of Great Britain
featured Snow Sculptures on their Web site; MetroMix Denver did a large article on
Snow Sculptures as a result of hosting the journalist; most of the Denver News stations
featured photo spreads of Snow Sculptures on their Web sites; The Girls Getaway
Guide blog featured a large story about Breckenridge as a result of hosting the journalist;
Outside Magazine’s blog featured Snow Sculptures as a result of hosting the journalist;
Westword blog featured Mardi Gras festivities; Helium featured Breckenridge as one of
the best Spring Break ski trip destinations.
 Broadcast: All major Denver news stations showed B.Roll, photos and talked about
Snow Sculpture winners; more than 10 news stations across the country picked up the
BRC Snow Sculpture B.Roll and talked about the winners and event.
 Radio: Team Alaska was interviewed on Alaska Public Radio about Breckenridge’s
International Snow Sculpture Championships,
 Other PR Initiatives: Drafted a Spring Break press release and distributed via wire,
which was picked up by more than 80 news outlets. Edited and worked with a designer to
complete the 2010/11 BRC Media Guide (view at http://bit.ly/axVhyE). Planned summer
PR pitches.
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February Journalists Hosted: David Kelly - About.com; Pam LeBlanc - Austin
American Statesman; Orion Ray-Jones and Sam Polcer - Ink Publishing (United
Hemispheres, Air Trans GO, My Midwest).
Membership and Welcome Center
Had about 100 members participating in Hot Deals by the end of the season.
14 member visits.
Welcome Center count was 16,172 Front Door.
Monitor up and running – working on content and mountain platform
Lights replaced
Working on signage ideas for increased visibility and sponsorship possibilies.
Special Events
 Mardi Gras Weekend: Coincided with President’s Weekend. Exposure for the event
was increased and a Monday concert was added when there was evident savings during
Snow Sculpture Public Works fees. Overall, numbers for the specialty events were
down, but the parade had very strong Main Street audience and the largest number of
participants ever.
o 150 people attended the Bacchus Ball
o 150 people attended the Lundi Gras concert ($5 entry fee)
o 8,000 people on Main Street for the parade
o 16 floats in the parade
 Sponsorships: In the midst of revamping the sponsorship program for the Chamber and
moving to more of a strategic partnership model. Looking at more than just events to roll
into the offers depending on the company.
o Recapping with Anheuser Busch on March 31st
o Meeting with the new Paulaner Vice President on April 1st.
o If you have any company’s in mind that you think would be a good fit for
Breckenridge, please don’t hesitate letting me so that I can start researching and
reaching out to them.
 CFEA Annual Conference: Heidi and I attended the annual Colorado Festival & Events
Association Conference the first week of March. There was a strong schedule of
educational sessions as well as networking opportunities. We even established some
solid leads for marching band options for the 4th of July parade, nothing is confirmed yet.
 Looking Ahead: Heidi and I will be dividing our responsibilities more to help increase
our opportunities. Heidi will focus more on event planning and production and Sally will
focus more on sponsorships and production.
o Kingdom Days planning underway
o 4th of July animation being researched
o Oktoberfest artwork has been chosen and the initial stein order has been placed
o Exploring possibilities for December events
February 2010 Performance
MEDIA RELATIONS ACTIVITY
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Print/Online Media Equivalency: Media Value totaled $18,610, Media Value YTD totaled
$3,389,734
Total Consumer Impressions: 7,338,260 impressions, 47,500,064 impressions YTD
INTERNET AND PUBLICATIONS ACTIVITY
Vacation Planner Activity: 453 Travel Planners Requested
*Does not include planners distributed at major events, conventions, visitor centers, etc.
GoBreck.com
MTD December Unique visits down 38%, compared to previous month; page visits are flat with
last month 3.50; Time on site down only a few seconds, most visited pages 1. ISSC page, 2
Events, page 3 Mardi Gras
GoBreckNow.com
MTD December Unique Visits down 21%, to previous month, pages visited are up 25%. Time
on site is up 7%.
WELCOME CENTER TRAFFIC ACTIVITY
Front Door: 16,172
Bathrooms/ATM: 10,575
Upstairs: 1,724
BRECKENRIDGE OCCUPANCY & RATE DATA
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Average Occupancy: February 2010 occupancy was up from 60% to 62%
Average Room Rate: February 2009 ADR was $210 vs. $227; a 7% drop
RevPar Average: February 2009 RevPar is $131 from $137, a 4% drop
As of February 28, 2010
 Winter Occupancy is pacing at 43% from 41%
 ADR is pacing at $214 vs. $230, a 7% drop
 RevPar is pacing at $91 vs. $95, a 4% drop
COMPETITIVE DATA
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Change in Average Occupancy: The MTRiP Competitive set of Copper, Park City, Steamboat,
Vail & Winter Park changed from 53.5% to 55.6%, a 3.8% change
Change in Average Occupancy: The MTRiP Colorado Competitive set changed from 57.5% to
57.4%, a -0.1% change
Change in Average Occupancy: The State of Colorado Competitive set changed from 50.2% to
49.3%, a -1.8% change
Change in Average Occupancy: The MTRiP Aggregate set occupancy was 58%; a 4% change
from 2009
Market Share; Occupancy:.Breckenridge lost 0.8% market share to the competitive set, gained
3.2% on the MTRiP Colorado set and gained 5.0% share against the State of Colorado
Market Share; Raw Room Nights: Breckenridge occupied 1.4% more room nights than in 2009.
The MTRiP Comp set grew 3%, the MTRiP Colorado set grew by 0.1% and the State of Colorado
grew by 0.5%
MEMBERSHIP ACTIVITY
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Total Members: 407
New Members: 7
Dropped Members: 24 dropped since September (4 Businesses Closed, 8 moved and/or are not
doing business here, 2 merged, 2 sold, 2 stated they can’t afford it, 2 don’t get value from
Chamber, 2 unknown)
34 new or returning members since September.
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SALES ACTIVITY
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New Leads: 5
Leads YTD: 7
New Lead RN’s: 569
Lead RN’s YTD: 714
Potential Revenue from new RN $85,350
Pending Leads: 4 booked in 10, 10 booked in 09
Booked Leads YTD: 2 booked in 10 4 booked in 09
Booked Lead RN’s YTD:
Potential Booked Revenue from RN YTD: $54,000
Lost/Cancelled Leads YTD: 1 booked in 10, 6 booked
Conference Attendees Assisted: 0
Sales Calls: 2
in 09
BRECKENRIDGE CENTRAL RESERVATIONS
 Call Volume: 1,866 calls; down 16% form 2,219 in 2009
 Conversion on calls: Call Center conversion was 7.3% vs. 7.8% budget; YTD at 8.4% vs.7.8%
budget
 Reservations: 354 reservations; 3% more than budgeted
 ADR was 13% below budget
 Online Bookings: 218, 25% more than budgeted. YTD up 50%
 Room Revenue: Room Revenue sold was 21% below budget
 AVE LOS was down .2 nights
 Room Revenue collected was 79% of budget
 Total Revenue collected: 91% of budget
 Incremental Revenue Lines: We collected $24,864 more than budgeted; a 31% increase.
EVENT ACTIVITY
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Revenue: $12,789, up 33% from last February, FYTD is down 38%, monthly budget goal was
$19,700. Much of this is due to a lower volume of tickets sold for Bacchus Ball than expected as
well as markedly lower sales at the Welcome Center for event merchandise.
Sponsor Revenue: $7,125, up 256% from last February’s collection, FYTD is down 28% (mostly
due to timing), monthly budget goal $15,000
Expenses: $88,785, is up 187% from last February (mostly due to an earlier Mardi Gras), FYTD
expenses are down 10%, monthly budget goal $98,211
Event Attendance:8,300 down from last February’s total of 10,700, FYTD event attendance is up
10% over last year