The Mat Su Convention and Visitors Bureau (CVB) is launching a year-long destination branding project. CVB President and CEO Casey Ressler said he plans to reach out to local stakeholders soon.
Ressler said there has never been an effort to create a consistent brand for the area. The ultimate goal is to develop a messaging strategy, identify what makes the borough special, and provide placemaking. The contractor leading this effort is expected to break ground soon and complete in spring 2025.
During the pandemic, CVB funding from the borough has shifted to fixed payments in the form of grants. Previously, the CVB received 65 percent of its funding from the borough bed tax and 35 percent from other grants. CVB received $800,000 in the 24th year. Ressler said the borough has helped his CVB weather the tourism downturn and is grateful for the continued support.
CVB promotes the entire Mat-Su Municipality. Ressler says he doesn’t specialize in any particular area, but instead promotes the area where the attractions are located. Approximately 60 of his 265 CVB members are from Talkeetna.
The borough’s two largest hotels are in the Upper Valley and account for the lion’s share of lodging taxes. In fiscal year 23, the Upper Valley contributed more than $900,000, about 54 percent of the total bed tax. Middle Valley accounted for about 39 percent.
About $1.1 million will go into the park operating budget for trails and tourism infrastructure this fiscal year. Total spending this fiscal year is $2.4 million, about $1.4 million less than last year. This money will not go toward the new visitor center.
The Gateway Visitor Center is being funded entirely through a federal grant, Ressler said. State funds will cover site acquisition and architectural design, and a federal Economic Development Administration grant will cover construction costs. Ressler hopes to break ground this fall.
Ressler said it’s not the number of visitors passing through the borough that matters, but the amount of money they spend. At a Talkeetna Regional Council meeting in May, some residents said there were already quantitative issues regarding the number of visitors. Their concern is protecting the town’s infrastructure.
Ressler said marketing efforts can help collect data to see where visitors come from and how much they spend. Based on that data, CVB plans to shift its marketing efforts to higher-spending markets and expand its visitor footprint a little further.
