Buncombe County Tourism Development Authority Annual Meeting
Sponsored by:
Stephanie Pace Brown Executive Director, Asheville CVB
BCTDA Mission
To be a leader in the economic development of Buncombe County by attracting and servicing visitors, generating income, jobs and tax revenues which make the community a better place to live and visit.
BCTDA Vision
Asheville/Buncombe County will retain its unique, authentic and environmental charm while welcoming global visitors searching for personal enrichment and memorable experiences.
Bob Patel Chairman, BCTDA
Jeff Covington Chairman, Tourism Product Development Fund Committee
Tourism Product Development Fund
• Established in 2001 • Funded with 1% tax on paid accommodations • 24 grants totaling $15 million awarded to 16 community
projects – 10 projects completed – 3 under construction – 3 in fundraising phase
John B. Lewis Soccer Complex at Azalea Park 2002, 2004, 2009
Grove Arcade 2002
The Bonsai Garden at the North Carolina Arboretum 2003
Asheville Visitor Center 2003
Western North Carolina Veterans’ Memorial at Pack Square Park 2007
Buncombe County Civil War Trails 2007
Pack Square Park & Pavilion 2004, 2007, 2009
Asheville Area Wayfinding 2007, 2010
Buncombe County Civil War Trails
The Orange Peel 2009
U.S. Cellular Center 2010, 2012, 2013
Projects Under Construction
• Navitat Canopy Adventures • Pack Square Park Canopy, Asheville Downtown
Association Foundation • Lighting for Sports Fields, UNC Asheville Foundation
Projects in Fundraising Phase
• Asheville Art Museum • Montford Park Players • Smoky Mountain Adventure Center
What’s Next for TPDF?
• Revising application process to increase clarity • Accepting applications late Spring 2014, date TBA • Destination Development Forum, November
Buncombe County Tourism Trends
Visitor Spending in Buncombe County Visitors spent $1.5 billion in 2012, up 5.3%
Source: Tourism Economics
$1,301
$1,371
$1,450
$1,528
$1,150
$1,200
$1,250
$1,300
$1,350
$1,400
$1,450
$1,500
$1,550
2009 2010 2011 2012
(millions)
Number of Visitors 9.1 million visited Buncombe County, up 2% 3.1 million stayed overnight
8,438
8,723
8,906
9,086
8,000
8,200
8,400
8,600
8,800
9,000
9,200
2009 2010 2011 2012
(thousands)
Source: Tourism Economics
Occupancy Continues to Rebound 750 New Rooms Added Since 2007
Source: Smith Travel Research, participating hotels
66.8 65.8
59.4 58.6 61
62.9 64.6
40
45
50
55
60
65
70
FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13
(%)
Total Rooms Sold Surpasses Pre-Recession
Source: Smith Travel Research, participating hotels
1,490,849
1,442,852
1,346,055
1,420,815
1,606,288
1,646,813
1,712,821
1,200,000
1,300,000
1,400,000
1,500,000
1,600,000
1,700,000
1,800,000
FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13
Average Daily Rate Continues to Improve
Source: Smith Travel Research
$99.47
$114.56
$109.58
$105.30
$108.42
$113.93
$117.31
$90.00
$95.00
$100.00
$105.00
$110.00
$115.00
$120.00
FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13
Taxable Hotel Sales Up 9.2% Third year of 9+% growth
Source: Buncombe County
$162,611 $168,772
$154,459 $154,443
$169,518
$185,091
$204,453
$50,000
$100,000
$150,000
$200,000
$250,000
FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13
(in thousands)
Buncombe County TDA/Asheville CVB Annual Report
Strategic Priorities 1. Strengthen the Sales Program 2. Expand Marketing Reach 3. Enhance Stakeholder Engagement
Group Sales and Services 2012-2013 Highlights and Results
Sales Initiatives
Ø 21 Trade Shows Ø 15 Sales Trips Ø 4 Concept Events in
Target Markets Ø 40 Site Visits at Partner
Hotels Ø 6 FAM Tours with 113
Attendees Ø 3 AAA Webinars Ø 6,073 Person-to-Person
Contacts
The Sales Team Distributed 482 Leads to Industry Partners, Up 10%
315
374
439 482
0
100
200
300
400
500
600
FY 10 FY 11 FY 12 FY 13
Leads Represented 145,838 Room Nights Up 71%
103,064 92,166
85,344
145,838
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
FY 10 FY 11 FY 12 FY 13
250 Sales Leads Went Definite Up 13%
190
223 221
250
0
50
100
150
200
250
300
FY 10 FY 11 FY 12 FY 13
Definite Room Nights Totaled 55,128 $8.4 million of revenue
42,808 42,670 43,574
55,128
-
10,000
20,000
30,000
40,000
50,000
60,000
FY 10 FY 11 FY 12 FY 13
472 Groups Received Group Services Up 9%
281
370
434
472
0
100
200
300
400
500
FY 10 FY 11 FY 12 FY 13
Marketing and Public Relations 2012-2013 Highlights and Results
Advertising • Television
– Atlanta, Charlotte, Raleigh, Greensboro,
• Print – Brand, Foodtopia,
Weddings – Primarily Southeast
• Digital • Search
Social Media: Integrated social media campaign includes blogs, Twitter, and Pinterest. Facebook followers doubled to top 85,000
Content: 5 new videos contributed to more than 267,000 views
Media Relations Efforts: Resulted in 356 significant media placements -- Generating $3.9 million in ad equivalency for editorial
ExploreAsheville.com: Attracts 3 million visits annually Almost 1 million mobile Gateway of information about Asheville lodging and other visitor services
Community Engagement: • Investors Meeting – New! • Industry Input Forum • Summer Social – New! • Monthly ACVB Partner
Forum – New! • Holiday Open House • Partner Connect Newsletter
– New! • BCTDA Roundtable – New!
AshevilleCVB.com Download research reports, trend data, and industry event dates
Marketing & Public Relations 2013-14 Initiatives Marla Tambellini, VP of Marketing/Deputy Director
§ Dodie Stephens, Senior Communication Manager
§ Derek Misler, Web Manager
§ Del Holston, Content Manager
§ Cat Kessler, PR Coordinator
§ Katie Terry, Marketing/PR Assistant
Marketing & PR
Advertising
• $3.3 million dedicated to net advertising in 2013-2014 - 51% of the budget - TV, print, digital banners, paid
search, pre-roll ads on digital video
• Agency Review - Distributed a request for
information (RFI) to 84 agencies (including 38 local firms)
- 28 responses received - 10 firms selected to receive
request for proposal (RFP) - 5 finalist agencies selected to
present
• Winston-Salem • Headquartered in Boston • 64 years in business • $285 million in capitalized billings • 156 employees • Major clients for the NC office include Food Lion, CSX,
Pep Boys, Lenovo, La Quinta Inns and Suites • Ranked #8 on Ad Age’s 2013 Agency A-List
New Agency of Record
Introducing Mullen
• Taylor Bryant – Managing Director
• Shaun Stripling – CMO, Director of Strategic Planning
Building the Asheville Brand
• Develop messaging, media mix and marketing opportunities that will: - Expand market reach - Generate demand in diversity of lodging - Increase length of stay - Entice experiential travelers - Ignite word of mouth and enhance sharing of
experiences - Integrate with PR and social efforts
Media Outreach
• Generate nearly $4 million in value for editorial (unpaid media) coverage
• Develop at least 250 customized direct media pitches
• Host 40-50 journalists • Foster more than 350 media
touchpoints • Plan and execute media missions
- Charleston/Columbia/Charlotte - New York City - Washington DC - Eastern Tennessee Winter Blitz
• Attend Society of American Travel Writers Marketplace
Exceed 3.4 million in Web visits
Engage with our fans via the blog,
Facebook and Twitter.
Provide updates and reasons to visit to
100,000 enewsletter subscribers.
Closing the Loop An Online Booking Solution
• Improve the user experience on ExploreAsheville.com
• Keep the customer on ExploreAsheville.com
• Provide enhanced analytical insights for online advertising
• Increase accountability of CVB by adding metrics for leisure sales and clicks to lodging search
• Generate awareness
• Tell a deeper, richer story
• Reach a broader audience
• Encourage engagement
• Inspire conversations & sharing
Sparking Interest with Content
Amplifying the Message
• Create searchable stand-alone content
• Multi-purpose into different channels
• Develop assets of interest to media
The Magic of Storytelling
• New media-rich way of storytelling
• Reaches wider audience
• Adds compelling technical elements
• Creates an emotional connection
• Provides a sense of place
Leveraging Foodtopia®
• New creative • Developing strategies, plan
and potential partnerships based on culinary partner input sessions
• Adding culinary content, including chef profiles, videos, e-book and a Foodtopia Storyline page.
• Overhaul of FoodtopianSociety.com.
Next Steps
Extending Brand Opportunities
• New assets for use by partners
• Guidelines to create clarity around usage
Group Sales and Services 2013-14 Plan Dianna Pierce, VP of Sales
§ Brenda Taylor, Senior Sales Manager
§ Tina Porter, Senior Sales Manager
§ Shawn Boone, Sales Manager
§ Janelle Troglione, Sales Manager
§ Carli Adams, Communications & Group Services Manager
§ Lauren Harris, Sales & Service Coordinator
§ Beth McKinney, Administrative Assistant
Group Sales & Services Team
Concept Events
FY 13-14 Group Sales & Services
§ Bring the destination to the client Experiential events hosted in Atlanta, Nashville and DC - Industry partner participation - Maximize efficiencies – multiple events when possible and host in conjunction with other in-market events
§ FIRST EXECUTION: An Asheville Experience - Eleven planners attended - Highlighted Asheville using food and beverage - Showcased Troy & Sons and French Broad Chocolates
ASAE Trade Show images here
Explore Asheville: The 48-Hour Meeting Planner Experiences
FY 13-14 Group Sales & Services Bring clients to Asheville to experience the brand § 48-Hour Meeting Planner Experiences
- Tested concept as part of the 2/2013 meeting planner study done by Magellan Strategy Group - Three scheduled dates: Nov. 12-15, April 9-12 and June 17-20 - Eight attendees per event - Qualified planners with verifiable business to book in the southeast - Transportation reimbursement - Itinerary includes customized signature experiences - Communicate Experiences at every available opportunity
Explore Asheville: The 48-Hour Meeting
Planner Experience Evite
2,715 received
the Evite
Full Screen Shot – 48-Hour Postcard front
Full Screen Shot – 48-Hour Postcard back
Ms. Sally Gottabuy, CM 2013 Qualified Planner #205 Executive Lane Pleasantville, Ohio 303
Meetings & Conventions Collateral
FY 13-14 Group Sales & Services New meetings collateral
§ Meeting specific collateral - Online meeting planner guide, trade show banners, enewsletter templates; concept evites and more
§ 12-Month communication plan - Pre- and post-show communication - Quarterly enewsletters - Quarterly RFP prize promotions - Event specific evites and mailings - Communicate to partners opportunities available
Evite and Postcard showing tagline
Sales Outreach
FY 13-14 Group Sales & Services § Person to Person Outreach
- 20 Trade shows, marketplaces and missions addressing all markets - Targeted sales trips/presentations - Scheduled FAMS (motorcoach & AAA) - Continuous prospecting
§ New market focus - Meetings: Tennessee and Chicago - Tourism: Non-traditional markets - Sports: Increased outreach
§ Meeting and convention site visits Ten visits thru 8/30/13 as compared to five through 8/30/12
§ Motorcoach and AAA site visit/FAMs
FY 13-14 Group Sales & Services
Partnering with Charleston in 2014
Conference Direct
AAA Allied FAM – 26 AAA travel counselors September 17-19, 2013
The Economic Impact of Tourism on Buncombe County
§ Jonna Reiff, Executive Coordinator
Executive Office
§ Tom Roberson, Director of Visitor Services
§ Lucy Murphy, Visitor Services Assistant Manager
§ Charlie Reed, Information Specialist
Visitor Services
New Study Provides Detailed View of Tourism’s Value to the Asheville