The Mat Su Convention and Visitors Bureau, or CVB, is beginning a year-long destination branding project. Casey Ressler, President and CEO of CVB says they will soon reach out to community stakeholders.
Ressler says there has never been an effort to create one consistent brand for the region. The ultimate goal is to develop a messaging strategy, identify what makes the Borough special, and provide placemaking. The contractor leading the effort is expected to begin soon and finish in spring 2025.
During the pandemic, CVB’s funding from the Borough shifted to a fixed payment in the form of a grant. Prior to that, the CVB received 65 percent of its funding from Borough bed tax and 35 percent from other grants. The CVB received $800,00 for fiscal year 24. Ressler says the Borough was able to help CVB get through a period of no tourism and is thankful for the ongoing support.
The CVB markets the entire Mat-Su Borough. Ressler says they are not dedicated to specific areas, but market the areas where there are attractions. About 60 of the 265 CVB members are from Talkeetna.
The two largest hotels in the Borough are located in the Upper Valley, providing an outsized portion of the bed tax. In fiscal year 23, the Upper Valley contributed more than $900,000, about 54 percent of the total bed tax. The Middle Valley contributed about 39 percent.
About $1.1 million dollars is dedicated this fiscal year toward the Parks operating budget for trails and tourism infrastructure. Total spending this fiscal year is $2.4 million, about $1.4 million less than last year. None of that funding is dedicated to the new visitor center.
Ressler says the Gateway Visitors Center is funded completely by federal grants. The site acquisition and architectural drawings are funded with State money and a federal Economic Development Administration grant will cover the construction costs. He says they hope to break ground this fall.
According to Ressler, it’s not how many visitors that pass through the Borough, but how much they spend. Some residents at the May Talkeetna Community Council meeting mentioned that there already is a volume issue with the number of visitors. Their concern is protecting the infrastructure of the town.
Ressler says the marketing efforts are meant to help gather data to learn where visitors are coming from and how much they spend. Based on that data the CVB will shift those marketing efforts to higher spending markets and spread the visitor footprint out a bit more.
