DMF Funding Guidelines
About the Calgary Destination Marketing Fund
The Calgary Destination Marketing Fund’s (DMF) is a funding conduit for the acquisition and/or activation of marketing programs and services that will generate more hotel room nights for DMF hotels and, ultimately, also have a positive impact on tourism visitation and spending within Calgary. The Calgary DMF works with a variety of third-party vendors to deliver marketing programming which has received the support of the Calgary DMF Committee and/or Calgary Hotel Association’s Board of Directors.
All project proponents are required to submit an “Application Request for DMF Funding”. The application process will involve providing detailed information about: the legal entity seeking DMF funds; the intended use of funds; the proposed scope of work; the expected project outcomes; and the proposed method for measuring results. Applications should also include overviews of the project budget, details of the regional/national/international marketing plan and sources of other partner funding.
Funding Requirements
To be eligible for DMF funding, project proponents must clearly articulate the benefits to accrue to Calgary’s destination tourism stakeholders. While benefits can be delivered in a variety of ways (eg. media exposure, tickets sold, etc.), the most important benefit to the DMF is measured in the delivery of hotel room nights to Calgary DMF properties. To be successful, funding applications must clearly describe the strategy and tactics for delivering room nights. Additionally, the method for calculating and verifying the ROI results must be described.
Other factors to be considered by the Calgary DMF when reviewing funding applications include:
- Does the initiative fall within a known need period for Calgary DMF hotels?
- Does it tie in to an existing local and/or regional marketing campaign led by Tourism Calgary and/or the Calgary DMF?
- What other sources of partner funding and contributions exist for this initiative and do they at least match the requested DMF contributions?
Determining Return on Investment
All applicants will be required to show how they will provide a Return on Investment (ROI) to the DMF for the programs or services they propose as well as to detail their method of measuring ROI. Applicants will submit a Summary Performance Report that explains how they met the outlined objectives of the initiative and how Calgary’s tourism partners and DMF hotels benefited from the initiative. They will also provide an accounting for how DMF funds were spent.
Cost Reimbursement:
All funds are awarded on a cost reimbursement basis. All items for reimbursement must include proof of payment of the expense. DMF will make no advance payment on project costs unless specifically agreed to at the time the funding application is being finalized.
Funding Eligibility:
Applicant Background
Applicants must demonstrate proof of legal status within the jurisdiction of the headquarters of their business or corporation and show a history of successfully executing similar projects. Regardless of where an applicant is headquartered or physically located, or where a particular marketing program is implemented, 100% of the funding received from the DMF must be applied for, or in support of, programs designed for the measurable benefit of Calgary DMF hotels.
DMF Marketing Leverage
A minimum of two entities (including the applicant) must be committed to partnering financially with cash contributions that will at least match the DMF in order for DMF to consider the funding request. Partners may include the Calgary Tourism Destination Region, Tourism Calgary, private businesses, museums, attractions, cultural events, associations, schools of hospitality, and others. The scope and source of other funding partners must be included in the application.
Multi-year Initiatives
Project proponents seeking multi-year investments by the DMF are expected to demonstrate increasing levels of self-sustainability. To that end, eligible multi-year programs will receive scaled-back funding based on the following model:
- Year One: 100%
- Year Two: 66% of Year One Funding
- Year Three: 33% of Year Two Funding
- Year Four: Program no longer reliant on DMF funding
Guidelines to Complete the DMF Funding Application
The application is available for download (see PDF below). Submit one hard copy original of the completed application, and send one ecopy to:
Calgary Destination Marketing Fund
Attention: Jon Jackson, Director of Marketing
133 - 9 Avenue SW, Boulevard Level
Calgary, AB T2P 2M3
(403) 263-5977
jon@calgaryhotelassociation.com
DMF Funding Application Review Process
The DMF Committee and/or the CHA Board of Directors shall review each application and consider:
- The proposed program’s ROI;
- The appropriateness of the proposed program goals, objectives and tactics; and
- The scope and source of other funding partners.
Presentation:
If an application meets the basic funding guidelines but further clarification is required before DMF agrees to fund the initiative, the project proponent may be asked to present its business case to the DMF Committee and/or CHA Board of Directors.
