Community Marketing Board Kick-Off Meeting - May 26, 2026

The Community Marketing Board convened for its kick-off meeting on May 26, 2026, from 10:00 to 11:30 AM Mountain Time. The primary agenda item was presentations from four finalist agencies vying to become the City of Golden's Agency of Record (AOR) for destination marketing. The board also reviewed the 2025 sales tax, lodging tax, and use tax reports, as well as the current marketing budget and spending. The meeting concluded with a discussion on next steps for selecting an agency.

Public Comments & Testimony

• No formal public comments were made, though the board briefly discussed the recently released visitor's guide, which received compliments for its updated content and focus on responsible recreation.

Agency of Record Finalist Presentations

Four agencies presented their qualifications, approach, and proposed strategies for Visit Golden. Each was given 10 minutes to present followed by 5 minutes of Q&A.

Bonfire Collective (Erik Lambert, CEO; Jon Crays, Creative Director)

• Emphasized their local presence (based in downtown Golden) and deep community ties. Stressed the importance of conducting strategy work before presenting creative solutions. Highlighted their "Bonfire Method" of integrated thinking across tourism, outdoor recreation, conservation, and nonprofits. Showcased case studies: Alpenglow Expeditions (brand elevation leading to acquisition) and Winter Park Resort (50th anniversary campaign for Mary Jane that set a single-day skier visit record). Positioned themselves as strategic collaborators who will work with the forthcoming strategic plan and other partners.

DVA Advertising & Public Relations (Mary Angelo, Partner/Director of Client Services; Christian Folk, Digital Director)

• A 36-year-old firm based in Bend, OR, with a focus on mountain town destinations. Mary Angelo lives in Durango, CO, and would be the day-to-day account lead. Partnered with Datafy (Golden's existing data provider) for attribution and measurement. Presented Sedona, AZ case study: conducted extensive resident sentiment research (found 90% visitor approval but strong local dissatisfaction), developed strategy to shift winter visitation from Phoenix to higher-value flight markets, and created stewardship-forward creative. Emphasized tailored approach and not a one-size-fits-all. Proposed budget: $110,000 in fees, $170,000 in media = $280,000 total.

Madden Media + Karsh Hagan (KH+Madden) (Jessica Hill, SVP Destination Strategy; Melissa Pert, SVP Head of Integrated Media)

• A merged national agency with strong Colorado roots. Highlighted their in-house programmatic buying arm (MXKH) and partnership with The Trade Desk, enabling premium rates and advanced attribution. Proposed a creative concept, "Stay Golden," positioned as an invitation and value statement. Showcased channel mix including CTV, paid social, geofencing, and influencer partnerships. Mentioned experience with Healdsburg, CA, where they drove midweek visitation by targeting lifestyle audiences. Budget: $125,000 fees + $155,000 media = $280,000 total.

Resonance Consultancy + Orange 142 (Chris Fair, President; Jake Buganski, VP Strategy; Dominic Prevost, VP Creative; Beth, Destination Consultant; Cliff Ward, Orange 142)

• Global placemaking and strategy firm, partnered with media agency Orange 142. Presented three creative "what if" territories: "The Gold Standard" (timeless, craft, quality), "Nothing Shines Like Golden" (light, optimism, connection), and "We're Golden" (playful, confident, challenger brand). Emphasized research-driven approach and experience with resident sentiment (e.g., Manitou Springs). Orange 142 highlighted their media attribution methodology using polygon maps to measure foot traffic to specific zones. Budget: $109,750 fees + $170,250 media = $280,000 total.

Budget Review & Sales Tax Report Review

Derek Schimmel, Community Marketing Field Manager, presented the 2025 tax reports and current marketing fund budget.

2025 Sales Tax: Total collections of $25,182,360 (net of Community Marketing Fund allocation), a 4.11% increase over 2024. Sales tax grew for the fourth consecutive year, though it finished $773,640 below budget. Out-of-city sales (e.g., online, auto) grew 12.78%, while CoorsTek category declined 16.13%. The Community Marketing Fund receives 2.5% of sales tax collected from timely returns.

2025 Lodging Tax: Total $2,875,316, which was $224,684 below budget but still outpaced the prior three years. December 2025 collections were $15,177 above December 2024.

2025 Use Tax: Total $6,058,081, up 17.19% from 2024 and a strong year.

Current Budget Status: As of May 1, 2026, the community marketing fund has spent on salaries, media buying (spring campaign), Golden Welcome Center, special events, creative/PR services (Meadows PR/Mission to Market), and web licensing. The board noted that the $30,000 budgeted for group sales remains unallocated but may be utilized following the strategic plan.

Key Outcomes

• The board will create a scorecard to evaluate the four agency proposals based on the RFP and presentations. Derek Schimmel will circulate a scorecard and request presentation slides from each finalist.
• A decision on the Agency of Record will be made at the next board meeting (June 2026), with the goal of onboarding the selected agency in July to align with the delivery of the forthcoming strategic plan.
• The board will continue to receive monthly budget updates and quarterly sales tax reports to monitor the community marketing fund.
• The city is transitioning its website away from Granicus, with a new contract with a tourism-focused agency through 2027.