Colorado Welcome Center Program

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Colorado Welcome Center Program
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Colorado Welcome Center Program Mission

• The Colorado Tourism Office Welcome Center
  Program is committed to enhancing visitors
  experiences and helping create lasting memories
  for travelers in Colorado while stimulating our
  local and state economy. Welcome Center Travel
  Counselors encourage visitors to lengthen their
  stay and increase their expenditures by providing
  accurate and helpful information to travelers
  about tourism-related activities throughout the
  state.

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History of the Colorado Welcome Center Program
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Phase OneColorado Welcome Center Program

• In 1983 a Master Plan for Phase One was created
  by the Colorado Tourism Board
• The Board chose 8 locations for Welcome Center
  placement
• I-25 south SW Corner
• I-25 north Hwy 50 East
• I-70 west Hwy 40 West
• I-70 east
• I-76 east

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Colorado Welcome Centers Open

• 1986 Trinidad 1990 Dinosaur
• 1987 Fruita 1991 Lamar
• 1987 Burlington 1996 Julesburg
• 1989 Cortez 2000 Fort Collins

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Phase TwoColorado Welcome Center Program

• In 2005 - 2006 the Colorado Tourism Office Board
  evaluated and reviewed the current CWC Program
  and determined there needed to be a phase two
  for the Program. At this time, it was agreed
  upon that the CTO would not be receiving
  additional funding from the legislature for new
  Welcome Centers. With this in mind, the CTO
  developed new criteria in order to add Welcome
  Centers to the existing program.

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Colorado Welcome Center at Red Rocks

• In March of 2006 the City of Denver applied for
  the official designation of a CWC under the new
  criteria at the Red Rocks Trading Post
• In April of 2006, the CTO Board designated the
  information center at Red Rocks Trading Post
  become an official Colorado Welcome Center.
• The Colorado Welcome Center at Red Rocks opened
  its doors to visitors in September of 2006.

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Colorado Welcome Center at Alamosa

• In March of 2007, the Alamosa County Local
  Marketing District Board applied for the official
  designation of a CWC under the new criteria at
  the historic depot
• In April of 2007, the CTO Board designated the
  historic depot in Alamosa as the next official
  Colorado Welcome Center.
• In April or May of 2008, the CWC at Alamosa will
  open its door to visitors in a temporary
  building.

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Statistics Obtained at a Colorado Welcome Center
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Colorado Welcome Center Influences on Travelers
in Colorado

• In 1987 the CTB surveyed visitors who stopped at
  the three CWC and at three locations near the
  existing Welcome Centers. The results of this
  survey stated that travelers who stop at a
  Colorado Welcome Center stay 2.2 days longer in
  Colorado than those travelers that do not stop.
• In 1998 CSU did a survey of visitors who stopped
  at the seven Colorado Welcome Centers and found
  that visitors who stop at a Colorado Welcome
  Center stay approximately 2 days longer than
  those travelers
• who do not stop.

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• In 2003-2004, CSU did a survey of visitors who
  stopped at one of the eight CWCS. This survey
  gathered information about evaluation of
  services at the centers, influence of centers on
  visitors trip experience, information and
  services used by the visitor, travelers trip
  characteristics, trip expenditures, and
  demographic figures.
• Some of the findings from this survey
• The primary reason for stopping was to receive
  info about Colorado
• Most visitors picked up a map and wanted driving
  directions

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• Influence Welcome Centers had on Visitor Trip
• Visited areas, attractions, restaurants and
  lodging the traveler had not planned to visit
• Will use info from stop on a future trip to
  Colorado
• Other statistics
• 54 respondents were male
• 46 respondents were female
• 67 of visitors had Colorado as their destination
• 52 were in Colorado for leisure or vacation
• 31 visiting friends and relatives

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Summer of 2008

• A new survey will be conducted for the ten
  Colorado Welcome Centers in the summer of 2008.

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Visitation Numbers at the Nine CWCs 2007

• Burlington 184,360
• Cortez 48,858
• Dinosaur 28,389
• Fort Collins 109,316
• Fruita 281,786
• Julesburg 218,441
• Lamar 27,457
• Red Rocks 34,856
• Trinidad 80,470
• Total 1,013,933

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Number of Volunteers at Each Center

• Burlington 48
• Cortez 30
• Dinosaur 10
• Fort Collins 108
• Fruita 66
• Julesburg 67
• Lamar 39
• Red Rocks 19
• Trinidad 60
• Total 447

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What Can You Find At A Colorado Welcome Center?

• Before you drive up to one of Colorados Welcome
  Centers, hopefully you saw one of these

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Colorado Welcome Center Highway Sign
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Another Colorado Welcome Center Highway Sign
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What Can You Find Inside A Colorado Welcome
Center?

• Over 500 different pieces of printed materials
• The Colorado Welcome Center Program uses a
  detailed list of guidelines for approval of any
  brochure, map, newspaper, etc. that is displayed
  in the lobby area.

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Policy for Display of Travel Literature in the
Colorado Welcome Centers

• Purpose. This establishes the policies and
  procedures governing the acceptance, display, and
  distribution of travel literature by the Colorado
  Welcome Centers.
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• Definition. For purposes of this section the
  term travel literature includes descriptive
  materials, pamphlets, booklets, videos, photos,
  and icons.

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Policy For Display Of Printed Materials

• General Travel literature accepted and
  displayed in a Welcome Center
• must be approved for display by the Welcome
  Center Program Manager or a designee
• must be 100 travel and tourism oriented
• must be of a professional quality and
• may contain coupons.

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Subject Matter Travel literature must contain
subject matter relating to

• recreation, scenic areas, and historic sites
• the arts, including museums
• fairs, festivals, or special events of public
  interest
• accommodations which are promoted by an
  association or a group (not individual)
• shopping centers, malls or outlet stores
• rv parks and campgrounds in a consolidated piece
  (not individual)
• city, county, state and national parks
• travel maps or public transportation information
• attractions

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Size Travel literature must meet the following
size criteria

• no wider nor taller than 4 X 11
• no wider nor taller than 8.5 X 11
• over sized brochures will be approved at the
  discretion of the WC Program Manager (ex. tear
  off maps, newsprint stock and size literature)

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Official State Tourism Literature Travel
literature which has been designated by the
Colorado Tourism Office Board as the official
piece of literature which promotes Colorado

• The Official State Vacation Guide and the
  Official State Map will be displayed and
  distributed as the main pieces of Colorado
  Tourism Promotion Literature
• Other Colorado guides which promote the entire
  state and are published/sponsored by a Trade
  Association will be displayed in the general area
• Other state maps of Colorado which shows 90
  state highways and roads will be used as
  secondary, back up material.
• All other Colorado guides which promote the
  entire state and are not sponsored/published by a
  state nonprofit association, will be used as
  secondary, back up material.

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Prohibited Material Literature which
specifically is not travel and tourism
oriented

• Literature promoting another state unless a
  Colorado Government entity was involved in the
  production (ex a 4 state regional piece)
• Literature of which 90 promotes real estate or
  residential non-commercial rental.
• Literature containing offensive language or
  pictures that could be defined as being in bad
  taste by the CWC Program Manager

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Placement Travel Literature shall be placed in
approximately the same location in each Welcome
Center

• Literature will displayed alphabetically by
  region. If rack space is not available, the CWC
  manager at his/her option will place the brochure
  on available counter/table top space. If space
  is not available, brochures will be rotated onto
  the racks in such a manner that all brochures
  receive equal distribution.
• Request for display. All travel literature
  promoters should send (1) copy of their brochure
  with a letter or e-mail requesting that it be
  distributed at the Colorado Welcome Centers.
  Letters or e-mails should be sent to the Program
  Manager. Upon review, a letter or e-mail will be
  sent with a reply.

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Transportation of Literature

• Shipping charges of all travel literature to the
  Colorado Welcome Centers will be the
  responsibility of each brochure producers.
• Brochure producers should contact each Welcome
  Center to confirm quantity of shipments prior to
  sending.
• Large shipments which include pallets must make
  prior arrangements with each Welcome Center for
  acceptable times of delivery
• Welcome Center Managers must notify the brochure
  producer if a brochure quantity is extreme for
  that Center visitation. The brochure producer is
  responsible to have the extra literature returned
  within 1 month. After 1 month the literature
  will be discarded.

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Local Brochure Display

• Travel literature which promotes the immediate
  region of that specific Welcome Center will be
  allowed in a special section.
• Each individual Welcome Center will establish a
  policy for distribution of local tourism related
  brochures. This will be a written policy
  established with the Welcome Center Site Manager.
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Each Welcome Center has a Large Map of Colorado
Divided by Travel Region
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Transparency from a Statewide or Local Business
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Transparency Program Costs

• Center Transparency Cost Center Transparency
  Cost
• I-70 Burlington 16 x 20 2,500 Cortez 16
  x 20 2,000
• I-70 Burlington 36 x 24 4,000
• I-70 Burlington 48 x 36 6,000
• I-70 Burlington 60 x 28 8,000
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• Hwy 40 Dinosaur 16 x 20 2,000 I-25 Fort
  Collins 16 x 20 2,000
• Hwy 40 Dinosaur 36 x 24 3,000
• Hwy 40 Dinosaur 48 x 36 5,000
•  I-70 Fruita 16 x 20 2,500 I-76
  Julesburg 16 x 20 2,500
• I-70 Fruita 36 x 24 4,000 I-76 Julesburg 36
  x 24 4,000
• I-70 Fruita 48 x 36 6,000 I-76
  Julesburg 48 x 36 6,000
• I-70 Fruita 60x 28 8,000 I-76 Julesburg 60
  x 28 8,000
• Hwy 50 Lamar 16 x 20 2,000 Red Rocks 16 x
  20 3,000
• Hwy 50 Lamar 36 x 20 3,000 Red Rocks 36 x
  24 5,000
• Hwy 50 Lamar 48 x 36 5,000 Red Rocks 48 x
  36 8,000
• Hwy 50 Lamar 60 x 28 7,000
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New Program for the CWCS Free T-Shirts
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A Visitor To Colorado.Com Can Sign Up For A Free
T-Shirt And It Can Only Be Picked Up At A CWC

• This new program was started in 2007 with the
  hope it would bring in visitors to the Welcome
  Centers who had never used a Welcome Center
  before.
• We began a survey in July asking visitors who
  came into a Welcome Center for a T-Shirt, if they
  had ever used a CWC before.
• In 6 months this program brought in 4,000
  visitors who had never been in a Welcome Center
  before.

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How You Can Be Involved With The New Welcome
Center in Alamosa ?

• Brochure
• If your business meets the guidelines, put your
  brochure in the Center
• Transparency
• If you are interested, purchase a space for a
  transparency
• Become a Volunteer
• Excellent training program
• Travel around Colorado learning first hand about
  its vacation opportunities
• Meet people from all over the world
• Give back to the State of Colorado
• Become a part of a notable statewide network

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• Host a Study Tour
• A first hand experience to and of your place of
  business for the volunteer travel counselor
• Keep your business name in front of the volunteer
• travel counselors
• Send treats over to the volunteer travel
  counselors while they are working at the center
• Provide comp passes to your museum, etc. for the
  volunteer travel counselors

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