Travel and Tourism board hears about rebranding efforts

Hot Springs County Travel and Tourism’s Director Jackie Dorothy welcomed new members Rachel Moon and Susan Lankford to the board during their April meeting via Zoom. 

Dorothy presented the latest financial report to the board. She said their numbers started off strong in March. “We were hit hard, as everyone knows, from the Coronavirus and those numbers fizzled off.”

She compared the total revenue for April, which was $8,212.59. That amount was down 58% from last year. However, last year they were up 130%. This was due to the construction that happened in the area and all the different people it brought in. But the previous years starting in 2015, they made $40 more than we made this year. 2016 was $7,200. And in 2018 was $7,400.

Dorothy said, “Even though things have been really rough over those years, we actually made more. We know that numbers will be low for April and we do need to plan accordingly, so I have been looking at the budget to see where we can cut and where we can get more creative.” 

As one of her ideas to be more creative, Dorothy wants to add more billboards in other locations and have more than one. The one they do have is in a location where most tourists are already leaving Yellowstone and are heading home, so a better location should be found. She wants to be more intentional with the location. 

In Dorothy’s director’s report, she said she is pleased to report that there are no vacancies on the board.

Quintin Blair of Blair’s Hotels of Cody joined the meeting as the regional participant and Bob Roos was reappointed to the board as well.

Dorothy mentioned that the new job board has had users from all over the United States looking for employment. It isn’t only getting attention from locals looking for help.

Dorothy said, “We have noticed that as the Coronavirus has gone through people have really begun to reconsider where they’re living and where they want to be.” 

Interaction with the board’s Facebook page also has increased activity. Since April 1, their Facebook likes have increased from 630 to 852, which is a 26% increase in just three weeks. This week their page has reached 455 people and had 86 engagements.

Another area Dorothy wants to address is their continued work in rebranding. Prior to Dorothy’s role, her predecessor, Amanda Moeller, employed AdBay to create the best new messaging and look for the next decade.

“I have gotten some notes to them and we are working at making it look the best it can,” said Dorothy

“I want to make sure as we rebrand you will also remember this will include our website, radio, television, and all print media so that we’re consistent,” added Dorothy.

Regarding the Lodging Tax, Dorothy said that Hot Springs County Clerk Rose DeSeyn has the specific verbiage at the courthouse and Dorothy has been working with her on that. It will be on the ballot in 2020.

Dorothy said she thinks that it’s going to move forward because people in the past have been very supportive of this tax because it is considered a non-tax. It comes from people both in Wyoming and in the surrounding area. 

President Carl Leyba is heading the Budget Committee and they do have concerns due to the Corona Virus and he realizes there will probably be cutbacks. After the board votes on their budget, it has to be sent to the state for approval there. The Hot Springs County Commissioners have to approve it also. The budget has to be completely done by June 15. It will go into effect on July 1.  

Additionally, guest Meri Ann Rush of the Chamber of Commerce, said that many special events have been canceled. She said the Main Street Board canceled the Brewfest event.

Many have been waiting on the Governor to talk about what their next steps will look like. The Sound of Summer event’s artists they invited have canceled. June events are canceling and one event in July has been canceled as well. Rush said, “We are in a holding pattern.” 

Dorothy discussed their 2020 Strategic Marketing Plan and said she definitely wants to have this as a roadmap. She offered to create a skeleton of a plan, especially as far as the media buys that they will be working on in the budget. They should have a retreat sometime this year. 

The COVID 19 situation also brought up plans for the pending reopening of the state’s economy. 

Dorothy said they should anticipate renewed domestic traffic, flying traffic and international traffic. She said, “Cutting our budget does not mean we are decreasing our outreach. The state is asking for content, they want our stories, they want our videos and pictures.”

Regarding motel owners who are responding to the COVID19 situation, Dorothy said, “People want to know you’ve sanitized. Make it clear you have the 24-hour rule. Wyoming Tourism is encouraging us to showcase that. Basically, it’s to make people feel safe. Dorothy suggested shooting videos on their cell phones showing how they deep clean the rooms and make them sanitized.” 

Some hotels are putting up plexiglass on their front desks and even waiting 24-48 hours before entering a previously occupied room to let whatever infectant that is in the air be settled onto a surface so they can be disinfected. Dorothy said it’s about giving the customers a sense of security and being in the best place for themselves and their families. 

The Travel and Tourism’s next meeting will be Wednesday, May 20 at 1 p.m.