photo courtesy of DJR Imaging
Loveland’s Brand – Initial Findings and How it Relates to Business
June 16, 2011 is a date that will go down in history for Loveland, Colo. On this day, Loveland’s Community Marketing Commission (CMC) received the formal presentation from Fort Collins-based Toolbox Creative outlining the first step in its research and recommendations for Loveland’s strategic planning process with the goal to drive visitors to Loveland. The first part of the strategic plan emphasized that the goal of the brand and initiatives is not just to increase tourism, but to increase business relocation as well.
As Loveland’s Chamber of Commerce and manager of its only visitor’s center, we recognize the importance of increasing tourism and business traffic to our exceptional community. Toolbox Creative has so far done a fantastic job outlining the needs and focuses for the bustling future of Loveland.
Our mission is to promote business and community prosperity in Loveland. We see an incredibly bright future for the community and would like to use this opportunity to share highlights from the strategic plan presentation and what that means for business.
Introducing Loveland’s Destination Management Organization
The most important point is that Loveland needs a Destination Management Organization (DMO). The term DMO has replaced the traditional Convention & Visitor’s Bureau (CVB) to broaden the scope of the organizations purpose and goals. According to Toolbox, the broader definition of a destination management organization assumes a greater role in the community, including (but not limited to) enhancing the city’s competitive position in the tourism marketplace, destination development, tourism services and oversight of any project that has significant impact on the destination. In a nutshell, the DMO will be responsible for managing and maintaining the brand promotion and credibility.
Loveland isn’t a primary conference and convention city nor is it currently a primary destination for visitors; however, a DMO will be able to work with strategic partners throughout the city, including the Loveland Chamber of Commerce, to drive appropriate traffic and opportunities that will enhance business and community growth. The strategic plan recommends that Loveland’s DMO either be an independent 501(c)(6) or a division of the city. Either way, the lodging tax funding is critical to its creation and its ability to enhance destination development to attract visitors to Loveland.
What’s a Lodging Tax again?
Interestingly, research has found that confusion remains related to how a lodging tax works. A percentage of Loveland’s community remains unaware that the lodging tax is a tax on visitors to our community, not a tax on residents. It is up to the community to help clarify and inform the public about the true details of a lodging tax and how it benefits the city.
Art, love, nature, sunshine, fun – Loveland has it!
Based on research, Toolbox identified the following areas as key focuses for tourism in Loveland: arts and culture; The Sweetheart City, valentines and wedding-focused initiatives; sports and outdoor recreation; gateway to Rocky Mountain National Park and Destination Festivals and Attractions. Each of these areas had the capability to entice visitors for overnight stays and day trips to the area. More visitors = increased attendance at our restaurants, shops and businesses.
Where do we go? What do we do?
Enhancing the Visitor’s Center experience, points of entry, signs and way finding have been identified as some of the areas that need improvement as Loveland enhances its destination development. While the I-25/Hwy. 34 corridor has been enhanced greatly, a better, more appealing path is recommended from Centerra to downtown to help visitors navigate the city. Loveland needs signage that helps visitors find their way. As the Chamber, we understand how important signage is to the business community and support the introduction of additional signage to all of the hot spots for visitors.
No matter what, Loveland needs to buy in. And, the business community will benefit.
The key to successful tourism marketing and branding for the community is making sure that all stakeholders within the community buy in to the concept. At this point, Toolbox hasn’t yet identified the recommended Loveland brand. However, it is essential that residents and business owners buy in to the decided brand and serve as brand ambassadors to promote the city as a whole. Even if it might not be evident immediately, the entire community will benefit if everyone speaks one voice for Loveland.
Toolbox will be working to distribute more than 600 surveys to visitors through local hotels from July 4 – Aug. 14, 2011. This will cover general visitors and festival attendees during this time-frame, including those who come to Loveland for the Sculpture in the Park and Sculpture Invitational events in early August. With this new research, Toolbox plans to come back to the CMC to present the next phase of the plan this fall. In the meantime, know that the Loveland Chamber of Commerce supports the information and direction set forth by the CMC to increase visitor traffic and opportunities for businesses in Loveland.
The Racing – NASCAR? Indy? Independent racing? Coming right up. Each component of the event screams racing, so if you are a fan, this event is right up your alley. The décor (including several different racing-inspired cars), the entertainment (did someone say Speed Racer dancers?) and the memories (racing fans captured on camera in take-home pictures? Check!) 
