HomeMy WebLinkAbout2004-04-16 KCVB MemorandumMemo
To: Kenai CVB and Kenai City Council
From: Michelle Glass
CC: Linda Snow
Date: April 16, 2004
Re: Executive Director's Initial Assessment
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Visitors BureAVt
This week marks the completion of two months work as Executive Director of this
organization. Things have definitely been a whirlwind of activity and with sununer at
our doorstep, there are no signs of it slowing down. Everyone has been very helpful
with the steep learning curve and I have appreciated the support of the Staff and Board
in helping me transition to the job as well as the community.
While I realize that there is much to learn, and that I cannot fully understand the
complexities of the job ahead of me, I would like to offer some observations and
suggestions for future direction.
I could go on for quite some time with comments but I will limit this to three main
topics: Facility, Funding, and Marketing.
FACILITY
This is no doubt one of the finest visitor's facilities in the state. I certainly hope the
community realizes what a wonderful resource this building is, I know the staff does.
During the past two months we have hosted four different exhibitions, 12 conference
groups for a total of $4,500 in revenue and donated in -kind meeting space to 8 different
groups for what would have been $2,300 in revenue. We have also won a bid to host the
2006 Highway Neighbors conference which will bring great state -wide exposure for
Kenai as well as approximately 100 participants to area hotels and restaurants during
April when such revenues are much needed.
In addition to the use of the facility we have completed a renovation of the Natural
History room, which has greatly enhanced the visual appeal as well as its function as an
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educational tool. This project was funded by a grant we applied for and received from
the State Museums organization and we are currently planning phase two of this project
with grants pending.
My hope is that we can expand the revenue generating meetings and conferences as
well as expand the use of the facility by community groups. Every time we book an in-
kind meeting it limits our ability to generate much- needed revenue and it puts great
demands on our staffing, which is already stretched to the max. However, I feel it is
sometimes more important to develop goodwill with our community by providing low
to no-cost meeting space. I also feel it is in the spirit of the original grant for this building
to be used by residents to enhance Kenai s quality of life.
FUNDING
This is one of the greatest concerns for me. As I begin to understand the very involved
funding structure for this organization, one thing is quite clear, we are living hand-to-
mouth. While I appreciate that this is the case for almost every individual citizen as well
as most non profits, finding a stable and sustainable funding source is imperative for
ensuring our longevity.
Gaining revenues are completely unpredictable and the future is tenuous. Creative
income sources such as websites for on -line sales and our museum gift shop provide
limited funds for carrying on the work, but such activity has tended to put us at odds
with not only the community but sometimes our members. If a secure predictable
funding mechanism is in place we will not be forced to grow these revenue streams.
The former Director has done an excellent job in finding grant -based income to assist
with both projects and manpower, but unfortunately many grants have award limits
and if we receive them once we are ineligible for another grant. Researching grant
opportunities places a big demand on staff hours, but we will have to continue to search
for them.
Essentially we need to work as hard and as smart as possible. We need to save money
where possible and spend money where necessary. We are not looking for hand -outs,
rather we are looking for a partner to assist with projects that will not simply benefit the
Kenai CM, but will benefit the community of Kenai.
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MARKETING
Every Director brings his or her own skill set to the job and my background is in
marketing. I have worked in sales and marketing for large corporate tourism entities as
well as small town destination promotion. I am firmly grounded in my belief that
marketing is the most important job of a Convention and Visitors Bureau.
The most glaring realization to me is that we have few basic marketing tools. If there is
any community on this Peninsula that needs marketing it is Kenai. There are a million
reasons to come to Kenai; people just don't know it yet! I truly believe that if we can
implement even the most basic marketing plan, we will reap economic benefits. We
need to start with essential collateral (a simple brochure or rack card), dearly defined
and track -able advertising, and some media exposure, and then move on to image and
brand building. I propose that we try as much as possible to do this collaboratively,
working with the Chamber, the City and other local organizations as well as regionally
with KPTMC.
I am committed to enhancing our marketing program. The annual art exhibition is a
great start, but at this time it is really our only tool. We need to sharpen it as well as pair
it with other tools to create a complete tool bag. This will not come without a price
however. At this time most of our budget cuts have been made to marketing. (This is not
atypical of most organizations) Over the next year I will be trying to modify our existing
material to make it work in the short -run, then try to find funds to develop what we
really need. The number one directive of our Mission Statement is "To promote the
membership of the Kenai CVB and the City of Kenai through destination marketing
As the new Director I will make this, along with maintaining the financial viability of the
organization my highest priorities.
Thank you for taking time to review this report. I realize that I have been here a short
time, but I think "fresh eyes" are a great asset. I am excited to experience a summer so I
can further develop my understanding of this place. I look forward to working with a
great staff and Board of Directors in the effort to enhance the Kenai CVB's contribution
to the economic well being of the city. I welcome all input, so please feel free to contact
me if you have any questions, concerns or ideas.
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