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Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.
Hello, chamber champions and welcome to chamber chat podcast. I’m your host, Brandon Burton, and it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.
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Brandon Burton 0:54
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Our guest for this episode is Matt Hunter Matt joined the Pocatello-Chubbuck Chamber of Commerce in Idaho in June of 2005 as the president and CEO Matt has a business administration degree from Washington State University and an AAS degree from West Valley College and Saratoga, California, in food service and Restaurant Management. In his role at the Chamber, Matt is responsible for all operations with special emphasis on government advocacy work, and the financial health of the chamber. Matt serves on many boards throughout the region and state. These include the Idaho State University College of Technology Advisory Board, as well as multiple advisory boards within the College of Technology. He also serves on the eastern Idaho Development Corporation board, the southeast Idaho Council of Governments board, the Idaho chamber Alliance executive committee, and on the Idaho nonprofit center board. Matt and his wife Shawn had been married for 37 years have six children and three grandchildren. They love the Pocatello community and made the jump from the hotel industry to the chamber industry so they could stay in the Pocatello area long term. Matt and his family loved the outdoors, including fishing and camping and Matt really enjoys getting out and meeting Chamber members as well as being involved in many community activities. Matt, we’re excited to have you with us today on chamber chat podcast. I’d love for you to take a moment to say hello to all the chamber champions who are out there listening and share something interesting about yourself so we can get to know you a little better.
Matt Hunter 2:37
Well, thank you very much for having me. I really appreciate being on the show, Brandon. Yeah, I have worked at the Chamber now for about coming up on 18 years. I enjoy the work that I do. And it’s it’s great being part of the community. So when I was a young man, I grew up in the Bay area of California. I marched in Drum and Bugle Corps which some of you might be familiar with. Some of you might not be national champion car from the Santa Clara area and won a couple national championships with that I’ve traveled pretty much every state in this country, mostly on a bus and stopping and playing music. It was a blast. And it’s something interesting about my early years in life
Brandon Burton 3:22
yeah, no that is great. And for those listening they can’t see this but my background. I entered mentioned Santa Clara I got my my Niners helmet in the background, big Niners fan and grew up in Sacramento myself. So we’ve got that in common. So well hopefully, hopefully,
Matt Hunter 3:41
you see all nighter stuff on my wall behind me. There’s quite a few nice
Brandon Burton 3:45
things well, it’s good to have a fellow Niner fan on here. So tell us a little bit about the Pocatello Chubbuck chamber just to give us an idea size, scope and scope of work, budget staff, that sort of
Matt Hunter 4:02
thing. Yeah, happy to so the Pocatello Chubbuck community is located in the southeast corner of Idaho. So we’re about two and a half hours north of Salt Lake City. We’re about three hours east of Boise, Idaho, Yellowstone parks nearby it’s it’s a beautiful high mountain area. Love it here. The communities of Pocatello Chubbuck are pretty much combined. Literally Walmart’s in both of them which is kind of fun cutting, you know they’re right on the line, right kind of fun. But about 75,000 people are chamber serves about 750 members $650,000 A year budget. And I have five and a half staff members including myself that operate in the downtown Pocatello area is our office so that is kind of a quick shot of our chamber.
Brandon Burton 4:57
Yeah, that sounds great that that def really helps set the table give some perspective before we get into our conversation today, which will be focusing our discussion around your hybrid sponsorship program and I know oftentimes chambers hear sponsorship program their ears perk up, they want to know more about you know what other chambers are doing to bring in the money right. So well speaking of money, we’ll we’ll take a quick break and we’ll come back and dive dive deeper into this topic.
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All right, Matt, we are back. So as I mentioned before the break, we’re we’re gonna focus on your hybrid sponsorship program. So first of all, what does that mean? What is your hybrid sponsorship
Matt Hunter 8:26
program, a lot of chambers run what they call sort of a tiered dues that includes events and stuff like that we don’t we run a standard dues based on employee count. And so our dues run from about $325 for a very small business to about 5000 for our very large companies that we have here in the area. None of that includes sponsorships. So we sell a separate sponsorship package, and we call it the one ask sponsorship program. So I’ll sit down with a company one time a year, we have a packet that includes all of our events, prices for all of them. And there are four tier levels, bronze level sponsorship, silver, gold, and then a platinum. Each of those events can be picked and chosen as they wish. A good example is if you’re a silver sponsor, you can pick any three of the nine events that we have in our in our sponsorship bundle. You can be a silver sponsor for that, including whatever a silver sponsor yet might be a Table event might be a hole at a golf club and a golf tournament. But you get that variety of things and you can pick any of those that you want to be a silver sponsor for and then there’s some marketing that goes into it. You’re on our website, you’re on a pull up in our lobby or on a pull up that said all of our event, you’re on a weekly newsletter that goes out and so they’re there Quite inclusive of any type of membership, the top level, the platinum sponsorships are $12,000. They include being a premier sponsor for one of our events, and then being gold sponsors for other one. And obviously they get more events they can be part of as a platinum sponsor, you can be part of five different events. And it includes other things like our all member meetings, you get tickets included to that you can do a business after hours as part of your sponsorship package. So it works really well. We bring in about $110,000 a year of our $650,000 budget. So it’s a big chunk of our revenue stream. And it’s been around since 2015, and continues to grow each year. So it’s a good program. And if you got some specific questions about it, I’d be happy to answer him, sir.
Brandon Burton 10:55
Yeah, so my first thought is, pricing Pricing is always a something of, I don’t know, people are scared sometimes to talk about price to set price to do do, you know, discounts as you do bigger packages. So as you look at the different packages with the one ASP program, is there discounts if you do multiple things? Or do you just say, here’s the prices, we’re just presenting it all at once, and you can decide what you want? Or how do you go about the pricing structure,
Matt Hunter 11:26
there’s obviously more value built in as you as you go to the larger packages, but the top package, as I said, as a $12,000 package Pocatello is not a large maybe I know people that pay it $25,000 sponsorship to be part of an event at the Boise chamber and I love those folks. And and I learned a lot from them about sponsorships. But you know, really a top sponsorship for one of our events, if you just bought that sponsorship alone is about 3000. Well, when you buy this package, you get about five of them. And so there for 12,000, you’re getting 15,000 value, you get all the marketing that I mentioned that that comes along with it, you get the the other couple of added events, like the old member meetings and stuff like that, that you get free access to. Below that you go to the gold sponsorship was about $8,000, you generally get about 10 to $11,000 in value when you buy into that one. So it’s in it’s just less events, and less hierarchy. If those events, you know, our events are structured, you’re you’re a gold sponsor, you get front seedings. So we’re sponsored behind bronze sponsor, you know, and and then the general public grab seats where they can get them. And so all of the levels do that. So you got 8000 at the Gold level, you got 5000 at the silver, and it’s got about $6,500 in value, and you get about 3000, the bronze, and it’s three to $4,000 in value. So the the added additional value obviously goes up as the level of sponsorship. And we’ll even do more. So the one ask gets you this many events, but I’ll sit down with a member if they really liked the one ask because I sit down with them and bug them once. Right not I’m going to call you every other week on they sometimes hear everything too, right? Everything’s there. And it’s it’s all laid out. And some of them will say well, we want all of this stuff that’s included in the package. Plus, we want this, this and this. So they’re still for it might be $15,000 because they bought extra stuff. And once again, I bug them one time. And they’re done dealing with their sponsorships for the year. So really well for us.
Brandon Burton 13:48
So let’s talk about how you go about bugging them. One time a year. So 750 Members, I don’t imagine you’re sitting down with all 750 to go through the ass. So how do you identify the ones you are sitting down with? The ones that sponsored the previous year? Did they get first right of refusal? How do you how do you approach it?
Matt Hunter 14:09
Yeah, exactly that. So initially, at most of our events, not all of our events, there’s the annual sponsor. Messaging is there, because you’re recognized that all of our events, at least with the banner that’s there, I always mentioned it, if you’re interested in talking about this, I’d love to meet with you. I’d love to talk with you about it. And so that’s sort of the first one at our big annual awards banquet. We really recognize them all give them a plaque for being part of it, you know, for the year and that’s where I make a little more sales pitch of this is what this program is love to talk to you about it. We also just do some general emailing about it. But there is first right of refusal. So if you’re the sponsor, premier sponsor of our governors banquet, you own it until you decide you don’t want to be the premier sponsor of that event. Yeah, And so yeah, and all of our events are like that. There’s only about nine events on there. There’s only one premier sponsorship for each one of them. And so there is a little bit of competition for folks that want to get their hands on one of those. So.
Brandon Burton 15:18
So and that brings up another good point. So the competition for those, especially those premier sponsors, how do you address pricing from year to year? I mean, especially right now, or inflationary times where pricing tends to increase in a lot of areas? Do you feel stuck at all in pricing? Are you able to increase pricing, we have felt stuck
Matt Hunter 15:39
at pricing. And and I think we would have been justified doing a price increase this year, we did not. We had a discussion, we actually had a very good year last year. And we probably shouldn’t make that decision based on that. Because all of our events, costs have gone up. But in the meetings this year, I pretty much told everybody these are going up across the board next year, every every level is going to go up all of our events are going to go up the only thing we really increased individual pricing on this year was our golf tournament. Because it’s I mean, it’s in July, I think I’ve got 10 spots for teams left in it. I mean, it’s already almost full. And so we felt there was just such demand for that, that we increase the price. And that that will go into more price increases for all of our events, the premier sponsorships are probably going to go 3500 instead of 3000. So I see everything already kind of working on what this is going to look like. Yeah.
Brandon Burton 16:43
As you mentioned, sometimes there’s competition on these premium sponsors. Do you open it up at all for bidding on on some of these prime spots are just first come first serve?
Matt Hunter 16:57
Yeah, I have not done that. It really is first come first serve. And there are not all nine of those events are owned every year, though. So there is still some availability on you know, some of the baby. I’m not gonna say all my events are highly valuable. But some members, the membership sponsors don’t value as much as other maybe based on attendance or other things. So there always is, uh,
Brandon Burton 17:25
maybe they’re just better aligned with other programs.
Matt Hunter 17:29
They like, you know, I mean, our Gate City brew fest, phenomenal event. Not every business wants to be aligned with a brew fest. But luckily, we have some that do. And so we have premier sponsors for that and and all of our other events. So it works pretty well. But the the competition side, it gets you’re juggling renewals, so a lot of them renewal in January, and you’re like, I need to get this renewal renewal done. Because if you’re not going to take this premier sponsorship, I already got somebody asking me about right. So I’m not trying to pressure him, I’m just saying I need to get it done. You don’t want it. That’s fine. I have people jump around between platinum to gold, the silver up and down each year, some of the companies move up and down. But and then that makes things available for other folks. But the gold and silver and bronze, I can sell 50 of them for any event. So those are very much.
Brandon Burton 18:21
Okay. So that was one of the other questions on my mind is how do you juggle that? So if, if you haven’t heard from one of those premium platinum sponsors, and you know, you’ve got two other people vying for that position, at what point do you just say, Okay, we got to move on at risk of hurting feelings.
Matt Hunter 18:40
And I actually did that with one of them this year. And they were, they were a premier sponsor, or platinum level sponsor and a premiere of one of the events. And I did have somebody else interested in that. And it took a little while for them to make their decision, but they downgraded from Platinum, and gave up that event and somebody else picked it up. So it really is just like, I’ve got to get all these books, I need your help, you need to make a decision on this and staying in touch with them. These products. I mean, there’s 17 of them in my community that are that are across the sponsorship levels. I think the first year we did about eight, so but I stayed very closely in touch with those 17. And if they’ve got questions or problems, they know what I’m going through with the other ones. And generally they know who the other folks are, that would like those events. So they make their decision. And sometimes they keep it because they don’t want that competitor.
Brandon Burton 19:38
Right. And I imagine a lot of their businesses that are doing these big sponsorships, they’re they’re on board with the mission and vision of the chamber and they’re they’re invested heavily you’re not dealing with, you know, a $300 investment level because those ones are going to be you know, not as committed to the long term right? So is your January just packed with trying to meet with all these businesses?
Matt Hunter 20:06
So I actually start this process in November, okay. Because, you know, by January, we’re starting to do events. So but I mean, I literally right now I have two that technically renewed in in January that are not finalized. And it’s the big events they’ve got, those are nailed down. But they’re trying to decide whether they want to be a sponsor of the law enforcement barbecue, or the CEO breakfast series, and they haven’t made that decision. And that’s a little more fluid. I don’t have to know that right. Now, we can do that at the end of January, still, we can manage that last little part. So I’ve got two of them that I’m still working with that are still in the final decision process.
Brandon Burton 20:50
Yeah. So is there ever a point where you think, you know, I need to reach out to these five or 10 businesses and encourage them to get more involved with with every
Matt Hunter 21:01
day. That really is how this program started, it was a number of businesses that were interested in being more engaged. And I came up with this program, I think I said in 2015. And since then, it’s like, you know, somebody comes into the, the community, they start doing a lot of stuff. And I’ll sit down with him and say, you know, you’re doing three events with the chamber, you can throw that into a sponsorship package, and get all this marketing that comes along with it. And that seems to work very well. I’ve done that multiple times over the years. That’s where how we got to the first eight, where we have 17 today, and some have gone out, we’ve had some that have done a year. And and backed away from it. We have some that had been in it since the beginning. And I’ve been there the whole time. So that different folks value it and it’s they spend their marketing dollars on other things. I had one that wanted to upgrade at this year. And then well, we’re doing this stuff over in the Boise market, we’re gonna stay at the level we’re at, you know, and that’s fine with me, I just, I want to serve their needs as well as I can.
Brandon Burton 22:09
Right. So maybe for clarity sake. So you have the one ask that you get these packages for but then as you have these events throughout the year, are you still offering sponsorship levels throughout the year for those who are not participating in the one ask program?
Matt Hunter 22:26
Yes, we are. The only thing you can’t buy without being in the one is programming. To be a premier sponsor an event, you have to be in the one ask program. But you can buy a gold table at February fantasy which is coming up next Friday. You can be a silver, you can be a bronze. There’s a lot of other sponsorships available for all of our events. And you can buy any of those as one offs. And so I think a gold sponsorship for most of our events is about 1500 bucks. A Silver’s 1000 and a bronze is $600. So yeah, most of our stuff is in about that range. There’s a couple of larger ones. But yeah,
Brandon Burton 23:07
I like that that gives you a pool of people or businesses in the future the see if they’re sponsoring three or four different events. Yeah. Hey, let’s I think our deeper conversation.
Matt Hunter 23:17
Yeah, our February fantasy, you know, there’s probably six or seven sponsors that are involved in the one ask that are part of this big dinner we’re doing next Friday night. And, but there’s 20 sponsors. So a lot of folks have come on as added sponsors for the event without being in one ask program. Okay,
Brandon Burton 23:37
gotcha. So has there been any lessons that you’ve learned through gone through this one ask program that you’re like, oh, this worked really well. Or if I wouldn’t do that aspect of it again, or you’ve had to tweak along the way,
Matt Hunter 23:50
the biggest mistake I made at the very beginning. And it’s still there, but we’re starting to work around it. One premier sponsorship for every event. And it was so you get exclusivity. You don’t end up with two competing banks or two competing credit unions or whatever, as top sponsors. But I wish I had said you get exclusivity within your sort of tear of influence. So maybe I could have hospital be a premier sponsor. And our big credit union being a premier sponsor together. And it has limited my ability, obviously to sell premier sponsorships. We had nine major events. I have nine I can sell. And I’m out and I think I could sell more. And I’m actually starting to talk to those premier sponsors about would you be willing to do this with this other partner to open up more sponsorships? That’s probably the biggest lesson. And then I probably should have done more regular price increases on it because it has made it harder to do that small chunk and price increase, you know, we increase our dues every year to 3%. Every year, folks don’t notice you’re not coming after for a 50% increase all the time. It’s the smartest thing if you don’t increase your dues every year, folks, because your dues every year anyway. But I wish I had done more of that also to stayed up with the pricing in the market instead of locking it in. Right?
Brandon Burton 25:25
And are you the exclusive person meeting with all the the one ask potential spy,
Matt Hunter 25:32
right now, I’m actually going to transition to this as a commissioned piece to my membership salesperson, we’re in the process of doing that right now. And the meetings that I do, as we go through because they’re not they don’t all renew in January, I didn’t make that clear. I’ve some that renew in October and some of that renew in July, because you can sign up anytime during the year. The big ones all renew in January. But so when I have some of the smaller ones renewed during the year, maybe four of them that don’t renew in January of the 17. I will take that salesperson along and teach them the process and help them understand how that program works. So yeah, that’s my plan, I need to transition away from it. I spend more time on government affairs than I do actually on selling sponsorship right.
Brandon Burton 26:23
Now, I think you’ve covered a lot of a lot of great stuff here and really painting the picture how you guys are working your one ask program? Is there anything that we’re missing that we haven’t covered that you think is important for listeners to know?
Matt Hunter 26:37
Well, you know, you always have just sort of extra events come. And so you say it’s one Ask, and you really don’t want to bug them about something. But if something pops up during the year, well, we’ve got to once every year we get to bring the legislature to Southeast side. Well, this is 23, we’re bringing the legislature to South I have to raise a lot of money to bring the legislature here, we fund everything. So you do have special events that are not part of the one ask and just working through that. Because then it’s like, well, I’m going back to Farm Bureau and I’m saying, I got this other event and y’all want to be part of it. Generally, they’re all pretty good about it. But you know, if that’s another something that comes up every once
Brandon Burton 27:20
Yeah, I thought of that earlier in our conversation of as you do have new events that come in, do you just kind of earmark it and say we’ll add that into the calendar for next year. Or if you try to get it in as they come from time to time, you really do I mean, I,
Matt Hunter 27:35
you’ll in my budget, there’s three lines of that one event to event three, that are just potential things that may come up that year that you didn’t budget for the year, they’re extras, and at some point, somebody wanted your help with something, you you decide to be part of it. And you need a funding area for it an expense area for it. So you just write it into the budget as you go along. Got it.
Brandon Burton 28:01
So as we start wrapping up, I wanted to ask if there’s any tips or action items that you can suggest for listeners who want to take their chamber up to the next level? What would you suggest for them?
Matt Hunter 28:12
Well, there’s two that I would really suggest. I came to this industry from the hotel industry. I’ve been involved in chambers for all 20 years, I worked in the hotel industry, but never closely. So I almost immediately the second year I was here, I went through the IOM program to the US Chamber of Commerce, phenomenal program. If you haven’t been through it, I would definitely suggest folks go through it. And then after I got done with it, I was like, Well, where am I going to get my learning now, I need to stay up on things need to be involved. And I get a lot from the Idaho chamber Alliance, which I’m part of, and I’m past chair of and we meet and we got 20 chambers in Idaho that meet together and talk about these kinds of things and operations and sponsorships and all kinds of stuff like that. So if you have a State Chamber, be involved with your State Chamber. And then finally I attend ACC every year. It’s been a great conference, I started going to I think I might the year after I finished my IOM I started going to ACC II and it’s every year I come home with something from that conference that we implement that makes our chamber stronger. Not always a financial thing. It might be something else. But always something comes out of that in in programs and benefits and something that I can implement to support this community.
Brandon Burton 29:39
That’s right. And that’s actually where we met was that ACC conference. So it’s correct. Yeah, something good came out of that. So. So, Matt, I like asking everyone I have on the show about how do you see the future of chambers and their purpose going forward?
Matt Hunter 29:57
Well, I think they’re Purpose going forward is just being super involved in their community. And it’s something where we haven’t done a great job in the past. And we’re and we’re reaching out more into not just my membership community, but the whole community and working on things as, as a community partner, involved with the United Way involved with early childhood education, things like that, that we have gotten involved in. At the other real thing that chambers have got to get much better out is figuring out how to engage the younger population, we Scott, we have for years, I wanted to start a young professional program. And we did we just started one about a year and a half ago, and it was actually the Boise Metro Chamber that helped me had one of their people that runs theirs, come over and talk to my board about it and get a group together and really help us get one up and running. And sure we have funding for it. That’s now part and it really is helping engage the younger community with our chamber of commerce. And that’s very important.
Brandon Burton 30:58
Yeah, if you want to stay relevant going forward, you got to start with them while they’re young, right. So I wanted to give you an opportunity to share any contact information for listeners who’d like to reach out and connect and learn more about your one ask program, what would be the best way for them to reach out and connect with you,
Matt Hunter 31:18
you could reach out to me two ways matthew@pocatelloidaho.com. That’s Pocatello and Idaho just spelled out very easy. And then the chamber office numbers 208-233-1525, happy to chat with anybody happy to share the literature I have on our one as program. And always happy to talk about anything else in chamber world. You know, people say that chambers are all the same. But I am a firm believer of the common if you’ve seen one chamber, you’ve seen one chamber, you all are doing great stuff that I know nothing about. And we might be doing some good stuff that we can help you with. So love to chat
Brandon Burton 31:59
with folks. Very good. And I’ll get your contact information in our show notes for this episode. And if it’s alright, maybe we could just link to your one ask program material that you have is there on your website that we can just point him to and those show notes. Maybe maybe not. Or reach out to
Matt Hunter 32:21
the updated version may not be out there say
Brandon Burton 32:25
that’s fine, that’s fine. Just Just reach out to Matt to get the latest and greatest. This has been a great conversation and I know chambers listening are getting value from this and their minds are spinning as to how they can implement something like this to simplify things but also to to make it easier on those those bigger sponsors as well. And I really appreciate you setting aside time and joining us today on chamber chat podcast and sharing this experience and insight with us.
Matt Hunter 32:53
Thank you very much. I’ve enjoyed it.
Brandon Burton 38:24
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