Nov. 9, 2017 WALA Fall Membership meeting At The Bourbon Room, Crosslake Call meeting to order Review & accept Spring 2017 membership meeting minutes Association 2) Treasurer’s report 3) Update fall fundraiser: Whitefish Golf Scramble 4) Election (reinstatement) of BOD members 5) Other Association discussion items Call marketing meeting to order Marketing 1) Tax collection history 2) Review of 2017 expenses to-date 3) Review/discuss 2017 marketing 4) Discuss 2018 marketing budget and/or new marketing options5) Regional Tourism group updated 6) Other discussion Items Adjourn marketing meeting NOTES -------------------------------------------------------------------------------------------------------------------------------------

WALA Board for 2016-17 President: Stuart Swenson (Sundance Ridge) — term expires fall 2018 (3rd term) Vice Pres: Ruth Schwieters (Boyd Lodge) — term expires fall 2018 (1st term) Sec: Lynn Scharenbroich (Black Pine Beach) — term expires fall 2017 (2nd term) Treas: Tim Berg (Bay View) — term expires fall 2018 (2nd term) Tax Coord: Dave Moe (Clamshell Beach) — term expires fall 2017 (1st term)

11/7/17

Whitefish Area Lodging AssociationTAX COLLECTION BY MONTH AND YEAR

JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC interest ACTUAL Financial NOTES

2017 $1,672.63 $1,470.48 $1,378.63 $1,111.19 $3,903.08 $10,096.62 $17,123.19 16,104.58 $5,238.87 1 property deliquent (June - Sept)$36,755.82 Jan-July sub-total

2016 $1,500.25 $1,386.49 $1,132.79 $1,462.56 $3,261.33 $10,438.86 $20,202.45 14,098.59 $5,787.70 $2,867.88 $1,457.56 $1,208.83 $64,805.29$39,384.73 Jan-July sub-total 18 private homes ($3,728.00)

2015 $1,312.05 $1,374.67 $1,032.44 $1,232.47 $3,200.14 $10,033.12 $18,960.40 17,217.93 $5,844.40 $2,685.71 $1,101.72 $1,132.63 $65,127.6821 properties $37,145.29 Jan-July sub-total includes 23 private homes ($4,135.62)

2014 $1,464.15 $1,727.62 $1,061.27 $909.89 $3,005.38 $9,727.48 $17,714.01 $17,039.76 $4,945.94 $2,435.07 $1,062.18 $1,234.37 $62,327.12 Ridgeview sold at end of year22 properties $35,609.80 Jan-July sub-total includes 19 private homes ($3,520.16)

2013 $1,308.05 $1,334.43 $1,301.54 $864.37 $2,682.55 $9,581.69 $17,523.03 $15,813.17 $4,839.43 $2,075.22 $1,044.49 $1,331.73 $59,699.70 Added 21 private home rentals$34,595.66 Jan-July sub-total includes 22 private homes ($3,865.71)

2012 $1,155.58 $1,271.58 $953.51 $773.59 $2,669.81 $8,310.20 $14,980.88 $13,141.94 $4,845.56 $1,831.51 $980.17 $1,130.99 $52,045.32 Ridgeview Villas, Wildwood Ridge Villas, $30,115.15 Jan-July sub-total Wildwedge RV opened;

2011 $1,484.57 $1,250.93 $764.98 $705.33 $3,384.30 $7,653.77 $12,953.51 $9,088.81 $7,098.06 $1,761.71 $3,325.66 $668.51 $50,140.14$28,197.39 Jan-July sub-total No $: Daggett Brook

2010 $875.31 $811.02 $658.90 $1,000.80 $2,945.10 $7,289.31 $9,730.53 $13,751.42 $4,297.57 $1,434.51 $3,181.85 $955.68 $46,932.00 Birch Hill B&B re-opened CLOSED: Piney Ridge, Driftwood $23,310.97 Jan-July sub-total No $: Daggett Brook, Hideaway

2009 $1,241.91 $1,320.47 $955.63 $641.99 $3,449.61 $6,851.12 $10,850.44 $11,650.97 $3,801.81 $1,400.45 $672.74 $1,016.69 $466.35 $43,853.83$25,311.17 Jan-July sub-total No $ from: Daggett Brook, Hideaway

2008 $780.88 $1,407.36 $827.13 $936.80 $2,587.65 $7,043.55 $13,696.07 $10,769.78 $3,898.97 $1,432.48 $782.03 $817.19 $44,979.89 $2,558.60 paid in Apr 2009 (by whom?)

CLOSED: Sunset Knoll $27,279.44 Jan-July sub-total

2007 $1,198.44 $1,534.98 $1,395.77 $945.07 $2,333.83 $6,963.61 $14,460.59 $14,509.31 $4,331.16 $1,480.52 $648.56 $844.00 $50,645.84$28,832.29 Jan-July sub-total

2006 $813.34 $809.63 $746.71 $557.88 $2,184.67 $8,002.46 $14,830.63 $12,964.27 $3,256.05 $2,478.88 $815.93 $47,460.45 798 bedrooms; CLOSED: Loveland's

2005 $681.28 $862.00 $176.39 $1,068.22 $1,731.92 $6,145.46 $13,686.66 $11,989.56 $5,844.29* $1,367.62 $567.48 $888.55 $561.38 $39,726.52 738 bedrooms; 21 properties

2004 $751.55 $793.46 $666.20 $823.04 $2,345.13 $6,483.84 $14,082.35 $12,501.73 $3,566.50 $1,425.61 $465.11 $730.75 $541.91 $45,177.18 23 properties

$25,945.57 Jan-July sub-total

2003 $894.53 $1,049.98 $141.99 $967.76 $2,014.86 $6,471.05 $12,394.70 $11,077.06 $2,899.52 $1,197.71 $753.28 $506.01 $40,368.452002 $1,023.91 $262.11 $936.46 $512.75 $1,839.53 $6,462.29 $10,137.27 $10,046.08 $3,095.68 $1,165.96 $791.24 $534.01 $36,807.29 718 bedrooms; 24 properties

2001 $1,113.66 $876.77 $549.88 $441.88 $2,252.27 $6,483.34 $10,836.00 $9,423.07 $3,488.65 $1,335.65 $547.80 $529.63 $37,878.60$22,553.80 Jan-July sub-total

2000 $566.99 $491.85 $187.30 $33.10 $2,475.19 $5,179.55 $9,748.46 $9,225.72 $3,486.38 $774.21 $486.48 $1,566.49 $34,221.721999 $453.40 $409.59 $131.95 $73.88 $1,234.87 $5,101.76 $9,934.87 $7,046.03 $3,641.48 $524.75 $706.37 $118.96 $29,377.91* Includes a "windfall" of $4,476.67 in taxes from one property that charged a lodging tax for all of it's properties.. not just the one in the Whitefish Area

NOTE: All dollars have been attempted to be adjusted related to late payments so all dollars are actual dollars "earned" each month; 2011 is KNOW to be wrong for months July - DecDollars shown for years 1999 - 2002 show lodging tax amounts MINUS the 5% administrative fee. Beginning in 2003, that fee is not removed in tax figures.

2017 WALA Marketing Budget

Acct # sub-total Notes

Operational Expenses $11,3507200 BOD Ins $1,200 March, June 7300 Postage/Office Exp $300 May (PO Box fee)7400 Ideal Township Fee $3,250 Monthly: 5% of each deposit7500 Accounting services fees $1,200 Monthly7510 Legal $5007700 Web hosting $750 Jan (?) -- includes URL registrations, too7800 Chamber Memberships $450 Jan, June7600 Account Management $3,200 Monthly + meeting prep7900 Misc/Other $500

Internal Marketing Expenses $15,250Website

6210 content (edits/updates) $1,200 Monthly : updates (text, photos, cal/events)6210 content (blogs/Facebook) $4,800 Monthly: blogs- $75x40, $100x6, Fb-$100/mon6220 site upgrades/build FB $2,500 additonal development?

Enewsletter6310 List Mgmt software $550 Exp from MC (Constant Contact, March)6320/6330 Production/List Mgmt $5,200 Monthly6255 Photography $1,000 Kate Perkins (addiitonal generic shots)

External Marketing Expenses $39,365Advertising

5100 EMT Enhansed website listing $375 Dec for 2018 buy5110 EMT Enewsletter Ad (March, Sept) $800 Dec for 2018 buy5111 ad production $250

Regional Partners Projects $3,500 TBD — EMT Visitor Guide ad?, FAM?BLC gold package $240 paid with membership (Jan)

5910 MN Lodging Assoc $300 May (Membership/Listing)

Local Marketing/Activities5510 Whitefish Area Yacht Club $250 Jan (annual mbrship/donation)5520 PR/Cass County Fair $250 Spring. put-up/tear down/storage of sign5560/5570 CL event sponsorships $1,000 Winterfest, St Pat's5541 PBSBA map $3,800 production & printing (padded & folded maps)

PBSBA tour brochure $2,0005580 Jenkins marketing $2,500 ?? -- banner, interp panel at park

Smore Campaign5550 add'l insurance $1,200 Summer? (for benches and costume)5550 costume appearances $750 coord/mileage reimburs?; est 4-6 events5550 Sticky stuff $750 ice vest for summer, new tattoos5550 SCSU $2,400 remaining hockey pkg costs (itemized next pg)5542 TWO new benches $9,000 ea bench $4,500 -- incl install & tax (Nisswa, PL)

+ Temp Bench location(s) bench from SCSU — golf courses April - Sept

Golf Marketing Campagin $10,000

total $65,965

Whitefish Area Lodging Association 2017 Advertising Campaign Creative Promotions at St. Cloud State University Bench in Herb Brooks arena (Jan – Feb), with TV playing videos. Sticky appearances. On-ice promotion

 

Costume Appearances Crosslake Winterfest (Feb)

Crosslake St. Patrick’s Day Parade (March)

Enewsletter ad (Explore Minnesota Tourism (March))

Sent to: 107,529 people 84 clicks   Enewsletter ad (Explore Minnesota Tourism (Sept))

Sent to: 116,685 people 148 clicks  

Whitefish Area Lodging Association 2017 Golf S’more Campaign ADVERTISING TeeTimes Press MN Golfer Magazine March issue February issue

ADVERTISING, cont. TeeTimes Press MN Golfer Magazine May issue April issue

ADVERTISING, cont. TeeTimes Press MN Golfer Magazine July issue June issue

Whitefish Area Lodging Association 2017 Golf S’more Campaign PROMOTIONAL MATERIALS Card This is the item that would be given to lodging guest by lodging properties. It would be collected by each golf course. Cover

Inside

SmoreGolf.com

Golden�  Eagle16146�  W.�  Eagle�  Lake�  Rd,

Fifty�  Lakes

218-­763-­4653GolfGoldenEagle.com

Crosswoods35878�  County�  Rd.�  3,

Crosslake

218-­692-­4653CrosslakeGolf.com

Whitefish7883�  County�  Rd.�  16,

Pequot�  Lakes

218-­543-­4900WhitefishGolf.com

Wildwedge32792�  Paul�  Bunyan�  Trail�  Dr.,

Pequot�  Lakes

218-­568-­6995Wildwedge.com

Book�  your�  tee�  time�  at�  one�  of�  our�  favorite�  golf�  courses.Then,�  present�  this�  card�  to�  receive�  the�  special�  Golf�  S’more�  rate!

PROMOTIONAL MATERIALS Door window/wall decal (4”) This would be placed on each golf course and lodging member’s main entrance door (or window near the door). For lodging properties

For golf courses

PROMOTIONAL MATERIALS Table tent (for cash register or clubhouse) – 6” tall x 4” wide, self-standing side one side two

Koozie (giveaway at golf courses) Background/Koozie color Red, imprint white

 

3:21 PM

11/02/17

Accrual Basis

Whitefish Area Lodging Association Lodging Tax

Expense Summary Report January through October 2017

Jan - Oct 17

Expense

5000 · External Marketing Expense

5100 · Explore Minnesota Tourism

5110 · Web Package E Newsletter

5111 · Production E Newsletter 200.00

5110 · Web Package E Newsletter - Other 800.00

Total 5110 · Web Package E Newsletter 1,000.00

5100 · Explore Minnesota Tourism - Other 2,100.00

Total 5100 · Explore Minnesota Tourism 3,100.00

5200 · Brainerd Chamber Banner Ads

5210 · Web Advantage Package 240.00

Total 5200 · Brainerd Chamber Banner Ads 240.00

5500 · Local Event Sponsorship

5510 · Whitefish Chain Yacht Club 250.00

5520 · Pine River Photo Cutout 250.00

5541 · PBSBA Map Sponsorship/Disc 5,805.15

5542 · Benches 9,511.88

5550 · Smore Costume Activities 5,218.45

Total 5500 · Local Event Sponsorship 21,035.48

5800 · Golf Marketing

5820 · Golf Printing 2,132.60

5830 · Golf Marketing Ad Creative and 1,400.00

Total 5800 · Golf Marketing 3,532.60

5900 · Other

5910 · MN Lodging Assn (meber/listing) 325.00

Total 5900 · Other 325.00

5000 · External Marketing Expense - Other 1,589.88

Total 5000 · External Marketing Expense 29,822.96

6000 · Internal Marketing Expense

6200 · Web SIte

6210 · Updates/Content 6,300.00

6220 · Upgrades 243.75

Total 6200 · Web SIte 6,543.75

6300 · Enewsletter

6310 · Software (Constant Contact) 540.00

6320 · Content/Layout 2,000.00

6330 · Delivery/Tracking 2,000.00

Total 6300 · Enewsletter 4,540.00

Total 6000 · Internal Marketing Expense 11,083.75

7000 · Operational Expenses

7200 · Board Insurance 762.00

7300 · Postage and Office Expense 55.84

7400 · Ideal Township Services 1,169.83

7500 · Accounting Services 1,000.00

7600 · Account Management 3,150.00

Page 1 of 2

3:21 PM

11/02/17

Accrual Basis

Whitefish Area Lodging Association Lodging Tax

Expense Summary Report January through October 2017

Jan - Oct 17

7700 · Web Hosting 210.00

7800 · Chamber Membership 185.00

7900 · Misc/Other 59.13

Total 7000 · Operational Expenses 6,591.80

Total Expense 47,498.51

Page 2 of 2

2018 WALA Marketing Budget -- $65,000 Base budget approved 11/9/17

Acct # sub-total Notes

Operational Expenses $11,3507200 BOD Ins $1,200 March, June 7300 Postage/Office Exp $300 May (PO Box fee)7400 Ideal Township Fee $3,250 Monthly: 5% of each deposit7500 Accounting services fees $1,200 Monthly7510 Legal $5007700 Web hosting $750 Jan -- includes URL registrations, too7800 Chamber Memberships $450 Jan, June7600 Account Management $3,200 Monthly + meeting prep7900 Misc/Other $500

Internal Marketing Expenses $12,150Website

6210 content (edits/updates) $1,200 Monthly : updates (text, photos, cal/events)6210 content (blogs/Facebook) $4,200 Monthly: blogs- $75x40, $100 x6; FB - $50/mon6220 site upgrades $1,000

Enewsletter6310 List Mgmt software $550 Exp from MC (Constant Contact, March)6320/6330 Production/List Mgmt $5,200 Monthly

External Marketing Expenses $41,265Advertising

5100 EMT Enhansed website listing $375 Dec for 2019 buy5110 EMT Enewsletter Ad (March, Sept) $800 Dec for 2019 buy5111 ad production $2505100 Regional Partners Projects $3,500 TBD — EMT Visitor Guide ad?, FAM?

BLC gold package $240 paid with membership (Jan)5910 MN Lodging Assoc $300 May (Membership/Listing)

Local Marketing/Activities5510 Whitefish Area Yacht Club $250 Jan (annual mbrship/donation)

Local event sponsorship $1,000 CL Winterfest, CL St Pats5520 PR/Cass County Fair $250 Spring. put-up/tear down/storage of sign

Reprinting Byway MAP $2,000 ??

Campaigns5550 add'l insurance $1,000 Summer (for benches and costume)5550 LOCAL costume appearances $1,500 paying talent5550 Sticky handouts $500 new tattoos (for local events)

Sports Marketing (Hockey)SCSU hockey (3 months only) $10,800 see next page for details

Golf Marketing CampaignGolf S'more Card, giveaway, etc. $3,500 see next page for details

NEW: Online/SEO Campaigngeotargeting $15,000 include coordination costs; % to target golfers

total $64,765

2018 Plan breakouts

SCSU Marketing Campaing — Jan - March Men's Hockey sponsorship/package Advertising elements $7,500Concorse Exposure (bench + digital monitor)

website: 200,000 impressions banner ad on SCSUHuskies.comOn-ice promo: (build a smore!) for 8 games (Jan – Mar)Sticky appearances during 6 games (via paid mascot/performers)

Additional ExpensesBench use bench used for golf bench delivery to St Cloud $150 TCBX return delivery $150 TCBXDigital Monitor delivery/monitor set up $150 TV, STAND, GAME AND PRIZES pick up of monitor $150Game Day logistics game materials $50 new PILLOWSBanner ad production $150 3 VERSIONS OF ADSPrizes $1,000 smore bags & 8, $100 overnight staysnew tattoos $300Mascot apperances (staff) $1,200 2 ppl, 8 games, $25/hr

TOTAL $10,800

Golf Marketing Campaing

Promotional elements — propoerties will pick the elements they want to utilizeCountertop table tents $150 for lodging hosts and golf courses (est 10-15 ea)Smore Golf card $500 est. 5,000door/wall decals $250 est 50 for golf, 50 for lodginggiveaway at golf course $850 divot replacer? (est. 500 items-- 125/course)keychain for courses golf carts $750 est. 500Creating digital content $1,000 graphics, FB posts, stories supporting properties to include/standardize content on their site

TOTAL $3,500

Blog Topics on whitefish.org Nov. 9 (2015): PBS Byway Nov. 16: Indoor fun: great area museums and libraries Nov. 23: Owling Nov. 30: Ice-in (history, records, ice safety) Dec. 7: Five great places to find homemade soup Dec. 14: Winter’s Best Activities Dec. 21: Join Christmas bird count Dec. 28: Northern Lights Jan. 4 (2016): Breezy Point’s Ice Fest Jan. 7: Area public skating rinks to visit Jan 11: How logging brought the Whitefish Chain to life Jan. 18: Top places to go cross-country skiing Jan. 25: Day trip to Ski Gull: info on the hill Feb. 1: Winterfest Feb. 8: Snowmobiling day trip Feb. 15: Snowshoeing Feb. 22: Tubing hills- Primetime, Ski Gull Feb. 29: Native American battle at Cross Lake March 7: St Patrick’s Day activities in CL March 14: Treasure Hunting: Find Lake Superior agate March 21: Ice out info (fun facts, cold water safety) March 28: Great spots to picnic April 4: See the fish at the DNR spring fish trap April 11: Info on Crosslake’s Chautauqua series April 18: Signs of Spring/ Trillium Trail on Big Island at Rollie Johnson Islands April 25: Migratory bird return to the Whitefish Area May 2: Brainerd Lakes Area craft beer crawl May 9: Fishing opener preview story May 16: Biking the Paul Bunyan Trail (or Scenic Byway) May 23: Frost Free Friday in Pine River May 30: Nisswa Turtle Races, Pine River Duck Races, Big Fun Tuesdays (long blog) June 6: Whitefish Antique Boat Show June 13: Market in the Park (starts following week) June 20: Outdoor music concerts June 27: Fourth of July festivities July 4: Stand-up Paddle Boarding July 11: Bean Hole Days July 18: Traveling Art Pub’s nearby visits July 25: PR Summerfest Aug. 1: Ideal Beef Feed Aug. 8: Kayaking the Pine River/WF Chain Aug. 15: Frisbee golf courses Aug. 22: Arts off 84 Aug. 29: Pedal Pequot Sept. 5: PR Heritage Days Sept. 12: Crosslake Days events Sept. 19: Area meat raffles Sept. 26: Fall golf tourneys Oct. 3: Leaf chasing- best places to view the fall colors Oct. 10 Geocaching the PB trail Oct. 17: Four-wheeling trails and clubs Oct. 24: Haunted Village at Crosslake Historical Society Oct. 31: Deer opener preview Nov. 7: Babe the blue oxen Nov. 14:Great pizza places around the chain Nov. 21: Holiday shopping Nov. 28: Holiday at the Dam, Santa’s Diva’s Day Dec. 5: Holiday Celebrations in PQL, PR Dec. 12: Holiday shopping and local artisans Dec. 19: Ice-in, ice safety Dec. 26: New Year’s Eve celebrations around the Chain

Jan. 2 (2017): Darkhouse spearing/Les Kouba story Jan. 9: Winter trails update Jan. 16: Fat tire biking/Cuyuna Whiteout Jan. 23: Lumberjack Jaunt at the Arb Jan. 30: WinterFest in Crosslake preview Feb. 6: Mary Etta’s/Grandma Betty Jean’s Pies Feb. 13: Comfort food favorites Feb. 20: Great area coffee shops to warm up in Feb. 27: Ice Tee Open March 6: St. Urho’s Grasshopper Hop March 13: Crosslake St. Pat’s March 20: Great places for a walleye dinner March 27: Moonlite Bay Indian Battle April 3: Aquatic Management Areas on the chain April 10: Brainerd Day trip – lazer tag April 17: Rollie Johnson Islands April 24: Mushrooming May 1: Ideal Green Market May 8: Fishing opener preview May 15: Linda Ulland Memorial Gardens May 22: Safari North May 30: Whitefish Chain Yacht Club (Bouys) June 5: Best patio seating around the chain June 12: The Whitefish Mail Boat June 19: First Duck Races, BFT Turtle Races June 26: Fourth of July, Cass Co Fair July 3: Tube the Pine River and Bean Hole days July 10: Wildflowers of the Whitefish Chain July 17: Ospreys July 24: Pine River Summerfest July 31: Chokecherry Fest in PQL Aug. 7: Visit the historic log village in Crosslake Aug. 14: Flyboarding Aug. 21: All of Paul: driving tour Aug. 28: Brainerd day trip: Zip Line Sept. 4: The Whitefish Area before and after the Dam Sept. 11: Whitefish Golf Scramble Sept. 18: Grouse Hunting Sept. 25: Crosslake Days & Fall Colors Forecast Oct 2: Oremageddon at Crosby Oct. 9: Three/Five of the area’s best burgers Oct. 16: Craft beer (14 Lakes) + updates on others Oct. 23: Historic ghost stories (from A Taste of History) Oct. 30: Deer opener preview Nov. 6: Great area breakfasts Upcoming Nov. 13: Pine tree ID Nov. 20: TAP/arty things Nov. 27: Holiday at the Dam in Crosslake (Dec. 2) Dec. 4: Santa’s Bobbin (Dec. 9) + PR parade Dec. 11: Winter bird watching Dec. 18: Last-minute LOCAL Christmas shopping (CL Ace, Seeds of Sommer, Fun Sisters, Plaid Duck, others) Dec. 25: Ice safety (repeat)