Travel bureau reports 46 supported events in 2024 with estimated $1.3 million economic impact; plans surveys, a marketing assistant and new assets

At the January meeting staff summarized the Travel Bureau’s 2024 events program and outlined steps to improve measurement and marketing for 2025.

Travel Bureau staff said the office supported 46 events during 2024 and compiled preliminary estimates that, taken together, show an overall estimated economic impact of about $1.3 million. The staff presentation listed per-event estimates — for example, the stock shows at about $100,000 and several sports tournaments in the tens of thousands — and noted that several community events lacked post-event reports so their impact numbers were omitted. Staff said the $1.3 million figure excludes events for which no post-event data were available.

Director-level staff described a short-term plan to standardize post-event reporting: a single Google form to collect attendee counts, origin (where visitors heard about the event), lodging nights, and other data. Staff said they will require event coordinators to submit a post-event report within two weeks of an event and will use a small drawing as an incentive for respondents. The form pilot already captured six events and produced metrics showing 38% of attendees returned because they had attended previously, 23% learned from family/friends and 25% cited social media. Staff said those figures showed room for growth in paid social marketing.

Staff also summarized ongoing marketing projects. Cammie (social media lead) and Amanda (travel staff) are testing a “bucket list” campaign that packages itineraries and links local businesses to visitor activities, and are preparing a rebranded visitor guide, restaurant guide and table tents for event promotion. The bureau also reported a test laser-tag kit that community groups may reserve, and staff said Mill Site On Ice event dates are under active review depending on ice conditions and permitting.

To increase capacity, staff requested and received approval to issue an RFQ to hire a local events/marketing assistant at $1,000 per month (12 months) who would handle social media, design and some photography. Staff emphasized the RFQ will include scope items and reporting requirements, and that any contract would be annual and contingent on future funding.

Quotes from staff and board members in the presentation: • "I've gone through — we supported 46 events last year. For each of those events, in this guide I put what we provided to them, how I assisted each one, estimated economic impact of that specific event," staff member Amanda said while presenting the annual recap. • Cammie, the social-media lead, said the new bucket-list itineraries will include place-to-eat and stay recommendations so posts function like ready-made visitor plans.

Staff said the bureau will work to put the 2024 event recap on the county website and produce a printed summary for visitor centers and city offices. The board encouraged staff to post the report and to use the new data-gathering process to improve future ROI tracking for the bureau’s investments in events.