Nick Nicholson
11/17/2014
Observations
 Aspen Parks & Rec has developed some pretty great assets:
parks, rec facilities, classes, programs & events
 Time now to tell everybody about them.
 Finding and Retaining Patrons is now driving coordinated
Marketing & Tech Expenditures, facilitating new and
improved Communications with:
 Existing Local Patrons
 New Local Patrons
 New Visitors
 Employees/Divisions
Initiatives
 Incentivize Online Interaction
 80%+ pass sales converted (Existing Local Patrons)
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Establishes mandatory eMail communications !!!
 New Website (All Patron Groups)
 Focus Groups Surveyed (Existing Local Patrons)
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Better Navigation
Organized by Division Portal (golf, rec, parks, etc)
Mobile Responsive Design
 2015 to begin personalization investigation
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Will allow more granular communication / retention
Initiatives
 New Auto-Dispatch Newsletter (All Patron Groups)
 Division X Division Buy-In for managing content
 Regular monthly promotions to visit site
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Contests, special pricing (Black Friday, etc.)
New Partner Business Program coming in December.
 Integrated Policies & Procedures (All Patron Groups)
 Enterprise shared + divisional or activity specific
 Integrates single management point for:
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Internal Policies viewed via City Source
External Policies on web: Facility, Event and/or Activity specific.
Initiatives
 Video Content Delivery Network CDN (All Patron Groups)
 Converted Reach Displays to Self-provisioned Video
 Developing Video Content – 12 monthly previews
 Proposed cross-sale of schedules, to be located at:
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2 @ ARC (Current)
1 @ Red Brick (Current)
1 @ Ice Garden (Proposed)
1 @ Golf (Proposed)
1 @ Tennis (Proposed)
1 @ City Hall (Proposed)
1 @ New Transit Center (Proposed)
2 @ Airport (Proposed)
X @ Hotel Lobbies (Proposed)
Initiatives
 Video Content Delivery Network CDN (All Patron Groups)
 Re-purpose same Video for Internal Hotel Channels
 Re-purpose same for play on multi-screen Airport system
 Re-purpose same for potential Movie Theatre ad buys
 New “Parks & Rec Source” on City Source (Employees/Divisions)
 2015 - building out menu
 Current: Policies & Procedures
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Including Business Continuity / Disaster Recovery (in progress)
 WIP: Security Punch List
 WIP: ARC counters
 WIP: IT Strategy for 2015 City IT changes
Initiatives
 Aspen SkiCo Ski Pass Extension (Visiting Patron Group)
 2015 ARC Closure – Retrofit Barcode to RFID technology
 Pitch SkiCo Brass with ability to accept their Ski Passes
 Eventual digital integration between our two systems
 Let SkiCo market to our Visiting Guests for us
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Example: 2 versions of their 5 day ski pass
 New version includes 5 day access to Rec Facilities
 Includes entrance at ARC & Red Brick
 Targeted Google Ads (Visiting Patron Group)
 New 5 day Family Pass already in play
Objectives
 Implement Initiatives as Described
 Integrate Marketing, Tech & Analysis on each step
 Develop, Test & Continually Monitor Analytic Metrics
 what systematic data collections and measurements can we
use to prove each Objective is effective, or not?
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Measure increases in Patron Reach / New Markets
Measure trade-off to make sure no cannibalization is occurring
Forecast and subsequently Confirm increase in revenues
Tweak Initiatives accordingly
Nick Nicholson
11/17/2014