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Show Page A4 Thursday, February 1 1, 1988 Park Record Veenema guides Chamber by HEIDI WEST Record staff writer If the Park City ChamberBureau were a ship, ecutive director Russ Veenema would be the captain gently guiding it into safe port. Since Veenema took over last August, the ship is stronger and waters more pleasant to ply than ever before at least that's what a glance at the facts and a glimpse glimp-se into the future seem to show. In the third quarter (July through September) of 1987, transient tran-sient room tax collected was up more than 15 percent over 1986, from $60,000 to $70,000, said Veenema. Although the figure is good, it's "a little below what we thought we were going to get," he says. The ChamberBureau wanted and predicted a 25 percent increase in-crease in lodging totals for the summer. And, although room tax is an indicator of how full the town's lodges were, there are caveats. For instance, it doesn't reflect the doubling or so of visiting senior citizens, since the tax is not collected when a room or condo is rented for over one month. Veenema also says he "backed out" late transient room tax payments from the total and that may have reduced the numbers slightly. - He plans to hit next summer -hard, and already the ChamberBureau has many more special events planned. He stresses a key to improving summer sum-mer business in Park City is for retail shops and restaurants to maintain consistent hours during the down times. "We need to stay open as much as possible during the off season," he says, noting "the golf courses arc in full gear in early May." The Chamber will do its part by "striving for a major event... or at least an event, every weekend'.' from the second week in June to the third week in September. "It doesn't leave a whole lot of shoulder season," he says with a smile. On the agenda are the Highland Games, formerly held in Salt Lake City, an invitational rodeo and a several-week-long concert music series in addition to the regular summer events. The concerts con-certs are being arranged by Scott Arno, who also plans the Snowbird summer series, and will , be jazz or classical shows for 1500 to 1700 people. The ChamberBureau even has a site for its series it will use the flat area north of the Depot and east of the Town Lift. A large tent will house the bands and the audience. . Veenema also wants to make the Jeremy Ranch Showdown Classic more of a Park City and less of a Salt Lake City event this summer. He notes it will be in July Ju-ly this year, so unlike past years, the pros will be on the western part of the circuit and more of the big names are expected to attend. "I want to question. ques-tion. ..whether we're getting the best bang for the dollar." Russ Veenema If all the events and the ChamberBureau's plan to aggressively ag-gressively market Park City all along the Wasatch Front succeed, Veenema predicts an increase of 25 percent or 70,000 more visitor nights during the months from May to October. That increase will bring in between $1.5 and $1.75 million in sales and boost transient room tax collections by $33,000. The summer tourist market is not all Veenema has emphasized since he took over. He has made a few needed changes within the organization as well. "I've moved into more of a sales mode of all of the organization," organiza-tion," he says. Veenema has provided pro-vided sales training programs for employees and given most of them goals and objectives for the number of contacts they should make. Even those not originally hired to sales positions are learning learn-ing how to make cold calls and market Park City. He has also made sure different departments communicate with each other, and that they help each other when they get a chance. For instance, when the economic development staff is trying to solicit new businesses to Park City, a word about convention conven-tion facilities or great skiing is appreciated. The approach seems to be working. Through ChamberBureau efforts in cooperation with local lodges, 13,000 additional room nights have been booked in Park City for the first six months of this fiscal year (July to Jan.). For the whole year Last year, the ChamberBureau helped secure only 8,500 room nights. x , . ..' ; Veenema also feels strongly.the ,1 , ChamberBureau is a member- ship organization, and the staff is in place for that membership. "I want them to feel I work for them." The former director was losing sight of that fact, he says. The members "didn't feel anyone was listening to them." When he took over, Veenema re-formed several of the committees, commit-tees, using 65 of the more than 150 members who volunteered for committee work when asked. He made sure a few members of each would continue into the next year to provide some continuity missing in the "task force" approach ap-proach used before Veenema arrived. ar-rived. One of those committees will plan next winter's activities and, more importantly, marketing strategy. Although it will not convene con-vene until later this month, Veenema is prepared with suggestions. sug-gestions. . "I'm taking a look at doing something new," he says. "I want to question where the money is going, whether we're getting the best bang for the dollar." All of Utah's public and private investments in advertising skiing in the state totals about $2 to $2.3 million, he estimates. In Colorado, Col-orado, that number is more like $50 million. "Obviously, we can't compete head to head," he says. Instead, Veenema sees coordinated coor-dinated advertising as a key to promoting Utah skiing. He suspects the ski areas may advertise adver-tise in the same magazines as the Utah Travel Council for instance, and that is unnecessary overlap. He is researching where the actual ac-tual dollars spent have gone, and will take the information with him to the winter marketing committee commit-tee meeting this month. "I'll be emphasizing stretching the dollars as far as possible." Two other areas Veenema considers con-siders very important are economic development and convention con-vention marketing. He has hired Gregg Goodwin, the ChamberBureau's economic development director on full-time, and says the organization is looking look-ing at development "more seriously than in the past." Bringing in convention business may be a less well-known function of the ChamberBureau, says Veenma. He points out it is only lucrative for Park City in the offseason, off-season, since the lodges can fill space for a longer average stay with family visitors in the winter. But, because conventions are so important to the health of offseason off-season lodging figures, Veenema is going to take on some of the marketing himself. It's all part of an attempt to make the Chamber Bureau an . "upbeat" organization, he says.. With new offices (at the 1910 building), fresh goals and ojbec-tives, ojbec-tives, clear procedures and lots of personal involvement by the director, Veenema hopes to bring "an enthusiasm and excitement level back to promoting the town." Miller fund is created A contribution fund has been established to aid George and DeAnna Miller, whose two children died from asphyxiation last week from a faulty propane heater in the family home, near Oakley. George Miller is still in IDS Hospital, where his condition is serious and he has been moved out of the intensive care unit. DeAnna Miller, however, was released from the hospital Feb. 4. A funeral for the children was held last week. Donations can be sent to the Miller Family Fund at the Park City branch of First Security Bank. Institute's goal: professional care Park City's The Counseling Institute In-stitute has made a few changes recently. Newly hired director Jim Wheeler told the Record a goal of the institute's to provide professional pro-fessional medical care is a reality. Now, there will be "easy access" to the psychiatric hospital Charter Summit, said Wheeler. And a doctor from the hospital, Peter Heinbecker, will be in Park City once a month for consultatation and patient treatments. Heinbecker is "a very interesting in-teresting man," said Wheeler. He holds an M.D. from the St. Louis University School of Medicine, has his residency in psychiatry and has a law degree from Georgetown University Law " Center in Washington, D.C. According Ac-cording to Wheeler, Heinbecker got interested in psychiatry after working on several criminal law cases. Wheeler noted he had worked out a schedule of forums to be presented in Park City in the upcoming up-coming months. Several will feature speakers from Charter Summit as well as local psychologists and social workers. On Feb. 25, social worker Shauna Bradley and psychologist Brent Turek are slated to speak on "Smart Parenting" at the Treasure Mtn. Middle School. On April 21, it's "Taking Risks and Life Choices"; June 23, "Physical and Emotional Health- The Relationship"; Aug. 25, "Adult Children of Alcoholics"; Oct. 27, "People in Transition: Growing New Roots"; and Dec. 1, "Holiday Depressions." All are scheduled at the Treasure Mtn. Middle School. Wheeler also mentioned the institute in-stitute was "a legitimate fund-raising fund-raising organization" since it had just been approved as such under new Utah legislation. A "Gong Show" fund-raiser is scheduled for April 9, and the institute is looking for talentH andor brave residents to participate. "If they want to appear, we would love to hear about their particular talent...or lack thereof," said Wheeler, who added "we'll take allcomers." For futher information, call the institute at 649-2426. ri 5HOU I tKi FISH MARKET and OYSTER BAR I RESTAURANT BROASTED CHICKEN 12.00 off in 8 Dlece bucket I r w coupon 449-4644 j jDuDDL MM pmmw J) ON SAX (of course) LIVE AT THE COLUMBINE FRIDAY AND SATURDAY EVENINGS 4:30-8:30 P.M. Performing artists Phil Bubel and Sax Man Johnson will be sure to steer the blues away and start your weekend off right! Join us while this duo ; provides thd'Dltimate In Jazz; ;,A contemporary and blues music. Come to The Columbine where you're sure to get jazzed up! Located at the base of the Park City Ski Area. 649-7062 til Go to tha stopas in 3 SILJISiiiSLJl v. m JustyGL4W0 3 plus T & L NEW 1st TIME BUYER FINANCING No Credit Necessary- IT'S EASYP SALES PARTS SERVICE OUR REPUTATION RIDES WITH YOU! Larry H. Miller Subaru 5680 South State Street Murray, Utah 84123 v' (801)262-2661 COLUMBINE FOR THE BENEFIT OF MEMBERS AND THEIR GUESTS Personal Services A THE NECESSARY LUXURY ' V '; DESIGN STUDIO '-'OLD TOW rwnr rrrv '. ;:(' ,T5 MASSAGE Massage Therapy Robert Foumler Therapeutic Massage , ; Genesis Athletic Club Available anytime by appointment House calls. Female Therapist available. 649-1233 649-6670 TRAVEL SERVICE Summit International Travel We can help you with all of your travel needs Ticket delivery available (even to SLQ 649-0550 1662 Bonanza Drive Open Saturdays from 9 a .m.-l p.m. VIE IS F O R V A L E N T I N E r(C7 . mtzz a7 0.-..; Instead of chocolates (fattening)... how about a Facial. Instead of flowers (again).. . maybe a makeover. Instead of another pair of heart sprinkled boxers (original)... Hive mm a ueep Muscle Massage. Instead of anything else. . , give them the Works! '-,.. For Valentines... CesrLaVie! VIE RETR E AT - 3 2 4 MAI N -PARK CITY 6 4 9 -6 3 6 3 |