Agenda April 2nd

1) Follow up on:

San Juan Skyway brochure
Historical Walking Tour
Pricing of both
Bags --> PRicing
Champion of Heritage DB
Are we happy with brand concept?
How committee operates in writing --> UGH, another writing task

2) Marketing Plan assignments & Group discussion on what should be here.

Outline satisfaction:
2. Current Marketing Situation Analysis – summarizes environmental trends
- Key attractions, facilities, and people/organizations
• Products/Experience
• Infrastructure
o Community Calendar
o Visitor Center
o ADA
- History and evolution of tourism business
- Key joint venture/cooperative partners
- Definition of area/customers served
- Strengths
- Weaknesses
- Obstacles

Include: -->
a. write up spreadsheet including: (1) Rankings, seasonality, how we scored them; (2) categories of assets, asset listings; (3) timelines for things we were going to do


3. Market Analysis (Karen)
- Market size
Competitors
Market trend (growth, flat)
- Marketing Environment
• Economic
o Economic Growth
o Interest Rates
o Exchange Rates
o Inflation Rates
o Disposable income
• Social/Cultural – demographic & cultural aspects – affect customer needs and size of potential market
o Health consciousness
o Age Distribution
o Career Attitudes
• Political/Legal – Define both formal and information rules
o Tax Policy
o Employment Laws
• Technology
• Environmental
• Infrastructure
• Who is coming, why are they coming, what are they looking for (OOTs)
- Market Segmentation & Target Market – Explains the segmentation, targeting, and positioning decisions and analyzes the market and segments to be targeted through the marketing strategy.
Geographies
Demographics
Psychographics (characteristics, behaviors, lifestyles)
• Description
• Percent of Sales
• What they want
• How they use product
• Support Requirements
• How to reach them
• Price sensitivity

4)
. Customer/Prospect Analysis – Understanding Visitor Motivations
- Customer/Prospect Decision Process
- Concentration of customer base for particular products/experiences
- Critical Benefits
- How choices are made between competitors (pass throughs or stayovers)
• What is Ouray’s competitive Edge?
- Sensitivity to price, quality, service, and value
- To what are they attracted
- Value Drivers



5. Competitive Analysis
- Identification of key competitors
• Market Position
• Strengths
• Weaknesses
• Market Shares
- SWOT analysis
• Strengths – resources & capabilities that can be used as basis for developing competitive advantage
o Strong Brand
o Good Reputation among customers
o Cost Advantages
o Natural Resources
• Weaknesses
• Opportunities – external environment
o Unfulfilled customer need
• Threats – Changes in external environment
o Disposable Income decreasing
o Infrastructure within town aging (pool, public facilities)
o Tax Structure (property taxes, statutory city)
o Ability to attract/maintain workforce (affordability)
o Mountain Resort Competition
o Shifts in consumer tastes
o Weather
o Wild fires
o Pine Beatles?