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Kreps Academy safety/education video series tabled for follow-up; board asks for clearer marketing ownership
Summary
A 12-video instructional series (Kreps Academy) that was paid for jointly with Active Transportation and Trails was discussed; the board tabled a proposal to spend additional marketing funds pending clarification of ownership and target audiences.
The board reviewed the Kreps Academy project — a completed series of 12 instructional videos produced in partnership with the county’s Active Transportation and Trails program — and chose to table any marketing spend pending clearer ownership and channel decisions.
Staff explained $10,000 was previously spent on creative and that the videos are live on the partner site. Several board members said the materials look useful but argued that promoting the series may fall more directly under the trails department’s remit than under paid tourism marketing. Board members recommended a workshop to determine whether the videos should be distributed via the tourism office’s “owned media” channels and, if so, how to segment audience messaging so the content reaches backcountry or safety-focused visitors rather than general sightseers.
Reason for tabling: Board members wanted a clearer plan that ties the assets to target audiences and budgets (owned media vs. paid media) and to avoid spending scarce advertising dollars without an agreed placement strategy.
Next steps: Project tabled; staff to return with a targeted rollout plan linking audiences, channels and any requested paid-support dollars.
Speakers quoted: Wendell Williams (board member); Ben Frederigill (director).
Topics: public safety education; content ownership; marketing channels.
