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Boulder's Tourism Economy

Apr 15, 2017



Boulder Colorado USA (CVB) Marketing Programs

Boulders Tourism Economy


Mission of the Boulder Convention and Visitors BureauThe mission of the Boulder Convention and Visitors Bureau (CVB) is to advocate and provide leadership to develop and promote the natural environment, art/culture, historic, and visitor potential for the express purpose of aiding the Boulder economy.


Funding source City General Fund20% of the Accommodations taxNo separate sales and bed tax/lodging tax100% of a Food Service Tax, generated by restaurant sales Added to the Sales Tax Not a membership organization

2016 Budget $1,855,733


Boulder Total Direct SpendingAnnual Visitors$346,298,841 in Direct Spending Generating $15.2m Contributing to City taxes

3,299,734 visitornights and day visits

Supporting 5,731 directly tied jobs


Boulder Visitor Type28% spend the night in Boulder23% Visiting F/F43.4% Day Visitors5.5% Stay in other (Airbnb, VRBO or dorms) 43.4% Day Visitors


Balanced Mix of Overnight Travelers 30% Recreation/general vacation23% Visiting friends/family20% Special Event/Festival

10% CU related7% Business meeting/conference

4% Combined business/pleasure3% Other


Where Visitors Come From Boulder Colorado


Purpose of Trip

Information TechnologyOutdoor/active lifestyle BioscienceNatural/organics AerospaceRenewable energyDesign/marketing/com-munications


What do the visitors do?Order of prioritiesGeneral sightseeingShoppingPeople watching/hangoutHiking/climbingRunning/walkingSpecial eventCU tour + CU athletic eventCycling Business meeting


Top Visited Attractions You should see while in town

Pearl Street, downtownOpen Space/Mtn. ParksUniversity of ColoradoBoulder Creek PathChautauquaTwenty Ninth StreetCelestial SeasoningsBoulder Farmers Market


Other Attractions National Center for Atmospheric ResearchLeanin Tree Art and Sculpture Garden Dushanbe Tea House Breweries, Wineries, and DistilleriesToo many restaurants to choose from


CVB Organizational Chart


Key Messages Lifestyle marketing Inspired by residents of Boulder Outdoor recreationBoulders active lifestyle Local Fresh Food Culture, Micro Breweries, Wineries, DistilleriesPersonalities that make Boulder stand outArts and Culture diversity of creative offeringsProfiles of why Boulder offers inspiration Entrepreneurial/business culture that drives the hyper-engaged vibrancy Local culture (highly educated, liberal, weird, environmentally-focused)

Working with CU BoulderCU Conference Services collaborationForever Buffs-Alumni AssociationParents AssociationCU Communications for special CU Athletics

Partnering with Downtown Boulder Visitor Information Center Downtown Boulder advertises to the Denver metro areaCVB does Public Relations so downtown does not have toTouch screen kiosk major failure

Boulder Video What is the purpose?How did we determine the brand in the video?How does the CVB use the video?

Second VideoBoulder Ambassador Video Why?Who uses it?

Oh no!!! There are too many new hotel rooms coming in!History2013 there were 2,313 hotel rooms2015 there are 2,106 hotel rooms

By late 2017, additional 527 rooms 25% increase of roomsNet gain since 2013 320 rooms


What and when are hotels coming2017 Opening

375 Embassy Suites and Hilton Garden Inn, projected opening Oct-Nov 2017

In 2018 hotel room count increases from 2,106 to 2,481


What can be game changers?Meeting spaces within new hotels (currently 5,008sf and 4,008 sf)Embassy Suites

St Julien expansion

CU Conference Center - MOU w/CityBallroom 7,200 sq. ft.Capacity 475Ballroom 8,000 sq. ft.Capacity 525

Ballroom 15,000 plus



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