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MASSACHUSETTS OFFICE OF TRAVEL + TOURISM Betsy Wall Executive Director
MASSACHUSETTS OFFICE OF TRAVEL + TOURISM
Betsy WallExecutive Director
MOTT IS THE STATE AGENCY DEDICATED TO PROMOTING MASSACHUSETTS AS A LEISURE TRAVEL DESTINATION, TO STIMULATE THE MASSACHUSETTS ECONOMY BY GENERATING STATE AND LOCAL TAX REVENUES, CREATING JOBS, AND SUPPORTING TRAVEL-RELATED BUSINESSES.
MASSACHUSETTS OFFICE OF TRAVEL + TOURISM
(MOTT)
Tourism Marketing Film Office Sports Marketing
MASSACHUSETTS MARKETING
PARTNERSHIP
MMP
WHY DOES TOURISM MATTER?
ECONOMIC IMPACT OF TRAVEL IN MA FOR CY2010
Domestic International
TOTAL
Travel expenditures
$13.5 Billion $2.1 Billion $15.5 Billion
Jobs 104,400 17,200 121,700
State and Local Taxes
$878.8 Million $127.6 Million
$1 Billion
Source: USTA,2010
Sports Marketing International/ Domestic
Marketing Public Relations Trade Shows Social Media
Build College/ University Partnerships
Develop Sporting Brand
Film International/ Domestic
Marketing Public Relations
Social Media Studio Sales Calls
Liaison with Unions, Stakeholders
Workforce Development
Tourism Marketing Domestic/ International Marketing
Television, Radio, Online massvacation.com
Search Engine Marketing Public Relations
Targeted Consumer Outreach Social Media – Facebook, Twitter
E-Communication Sales Missions, Trade Shows
Group Tour, MA Green LGBT and Niche Markets
Students and Families Administer grants to RTC’s
MOTT’S PORTFOLIO
MASSACHUSETTS VISITORS TOP 5 ACTIVITIES
Attend Family/Social Event 27%
Historical Places/Museums/Art Galleries 25%
Shopping 18%
Fine Dining 15%
Rural Sightseeing 14%
Top International MarketsCanada
United Kingdom
Germany
Australia
China
Japan
France
Italy
Boston + Beyond
New York
Hartford & New Haven
Providence/New Bedford
New Hampshire(beyond the Boston media market)
Top Domestic Markets
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Total: 20 million visitors to Massachusetts
MARKETS
DOMESTIC TRAVEL ROUTES
International Program
INTERNATIONAL PROGRAM MOTT has representation in 6 international
markets Germany – In Country*U.K. – In CountryFrance – In CountryItaly – In CountryJapan – Program based RepresentationCanada – Program based Representation
MOTT’s International program focuses on trade, media, & consumers. Working with journalists, tour operators and publications to promote Massachusetts to an international market.
Discover New England - MOTT participates in this New England organization to bring more international tourism to the New England states.
*In country means reps are stationed in the home country and run a pr and marketing program for the benefit of Massachusetts.
INTERNATIONAL ROUTES
Praia
PontaDelgada
Terceira
Reykjavik
DublinShannon London
LHR FrankfurtMunichParis
RomeMadrid
Lisbon
Amsterdam
ZurichToronto
YYZ & YTZ BOS
Bermuda
Santo Domingo
Punta CanaSt. Maarten
ProvidencialesNassau
Aruba
Montego Bay
Cancun Santiago
TokyoNRT
Ottawa Montreal
TERMINAL E – LOGAN AIRPORT
JAPANJAL flight between Tokyo and Boston Logan launches April 22
•Four flights per week until June when flight becomes daily
•Boston is the first city to which Japan Airlines has said it will fly the 200-seat 787 “Dreamliner”
•Feeder flights from 22 markets including Shanghai, Beijing, Hong Kong, Singapore, Taipei, Seoul, New Delhi, Manila and Bangkok
•Massachusetts had the highest percentage of international college freshmen of any state in the country in the 2009-2010 school year, according to the AICUM — the majority of them coming from India, China, Korea, Canada, and Japan
MASSACHUSETTS FILM OFFICE UPDATE January – October 2011
PRODUCTIONS
RECENTLY RELEASED Title Release Date Locations Box Office Position
Opening Weekend What’s Your Number? Starring: Anna Faris; Chris Evans
September 30, 2011 Boston, Gloucester 8th
Moneyball (partially shot in MA) Starring: Brad Pitt; Jonah Hill
September 23, 2011 Boston- Fenway Park 2nd
Title
Studio
# Shooting
Days
# of Local
Jobs
Locations
Crooked Arrows Starring: Brandon Routh; Chelsea Ricketts
Branded Pictures Ent. 30 60 Danvers, Topsfield, Wellesley
Donny’s Boy (I Hate You Dad) Starring: Adam Sandler; Andy Samberg
Columbia Pictures Happy Madison Productions
53 250 Boston, Dennis, E. Bridgewater, Everett, Lynn, Osterville, Peabody
Fairhaven Starring: Chris Messina; Rosemarie Dewitt
Atlantic Pictures 27 40 Fairhaven, New Bedford
Frank Starring: Rachel Miner; Chris Sarandon
30 40 New Bedford, South Dartmouth, Westport
Here Comes the Boom Starring: Kevin James; Salma Hayek; Henry Winkler
Columbia Pictures 52
200 Boston, Lowell, Peabody, Quincy
R.I.P.D Starring: Ryan Reynolds, Jeff Bridges
NBC/Universal Pictures 100 500+ Boston, Dedham, Raynum, Quincy
TED Starring: Mark Wahlberg; Mila Kunis; Seth MacFarlane
NBC/Universal Pictures 52 225 Boston, Canton, Chelsea, Everett, Norwood, Somerville, Swampscott
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MASS SPORTS OFFICE UPDATE
•MSO micro-site. A one-stop shop for MA sports fans and sports participants.•MSO attended (TEAMS) Tradeshow. Leads posted on massvacation.com
2012 Confirmed Events2012 World Group II Fed Cup first-round tie Feb 4-5Worcester2012 ACC Indoor Track & Field Championships Feb 23-24Boston2012 MAAC Basketball Championships March 1-5Springfield2012 US Synchronized Skating Champs March 7-10Worcester2012 SOMA Winter Games March 10-11Worcester2012 NCAA DI Men’s Basketball Reg. Champs March 22&24 Boston2012 DI Men’s Ice Hockey Champs NE Regional March 24-25Worcester2012 NCAA DIII Men’s Volleyball Champs April 27-29 Springfield2012 NCAA Men’s Lacrosse Championships May 26-28Foxboro2012 Little League Girls’ Softball Regional’s July 28-Aug 2 Worcester2012 US Rowing Masters National Championships Aug 9-12
Worcester2013 World Synchronized Team Skating Champs TBA
Boston
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Public Relations/MarketingPUBLIC RELATIONS
Strategic year-long thematic based PR calendar Fams and desksides in New York and other markets Support for marketing promotions and campaign launches Integration with ongoing initiatives
MARKETING Massvacation.com
Updated frequently with fresh content and images Facebook/Twitter GEO sort and database SEO – link to massvacation.com to increase traffic on both sites
Creative – Focus on value and getaways Online, radio, print Target New York markets Brand and promotional campaigns
SOCIAL MEDIA PROGRAMS MASS INSIDER – This program offers deals and discounts
to consumers. If you have something you would like to offer as part of the Mass Insider program please contact Lisa Simmons at [email protected]
FACEBOOK – Like Us - www.facebook.com/VisitMassachusetts
TWITTER – Follow us - http://twitter.com/VisitMA BLOG – MOTT’s weekly blog gives a look at many of the
unknown treasures of Massachusetts told from a visitor’s perspective
MOBILE APP – For use on the Iphone this app will provide consumers with up to date information on where to stay, what to do, where to sleep, where to shop – all of your listings must be up to date in our database
Linking to Massvacation.com
•In an effort to increase the SEO of the Massachusetts Office of Travel & Tourism website, we are asking the tourism industry to link to us from their websites. •This means placing the below logo somewhere on your site (preferably on the home page).• This linking program will allow visitors to find Massvacation.com easily on the web and support your sites through this linking program as well.
The logo should be placed on the homepage as a hyperlink to http://www.massvacation.com
http://www.massvacation.com/images/mott_logo_new.jpg
Boston Globe Travel Show February 10 – 12, 2012
New York Times Travel Show March 2 - 4, 2012
LGBT Travel Show March 16-17, 2012 NYC
DNE March 26 – 28, 2012
Digital Marketing: From website to Facebook: Spring 2012
Japan Air Service Launch April 22, 2012
ESTO August 26 -28, 2012
UPCOMING TOURISM EVENTS
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DISCOVER NEW ENGLAND (DNE) SUMMITMarch 26 – 28, 2012 – Boston Park Plaza Hotel, Boston
•70 International Tour Operators •Over 300 members of the New England tourism industry•Tour Operators and U.S. Receptive Operators – UK, Germany, France, Italy, Scandinavia and other countries in Western Europe.•Early Bird Rate: $495 per person (fully paid by Jan. 31, 2012) Standard Rate: $595 per person (after Jan. 31, 2012) http://www.discovernewengland.org/travel-trade/dne-summit/.
WHAT IS DNE?•Discover New England (DNE) is the official tourism organization representing the New England region•funded by the participating states of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont.
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DNE
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GOVERNOR’S CONFERENCE
25TH ANNUAL GOVERNOR’S CONFERENCE ON TRAVEL AND TOURISM
September 20, 2012The Big E
• MOTT is a public agency/no membership, free participation• MA businesses have free access to our website –update your own listings
contact: [email protected] • Send us photography, press releases, other info, let us know what is happening• Check the LEADS page regularly and respond to inquiries.
Username: leads password: 3RT67JM• Contact: [email protected] for press and lead inquiries
MOTT RESOURCES
SUMMARY OF TRAVEL DATA TRACKED BY MOTT
LEVEL U.S. MA - state County/RTC Cities/Towns Source
Economic ImpactInternational X XDomestic X X X X USTA
VisitationInternational X X Dept. CommerceDomestic X X TNS
Visitor Profile
International X Dept. CommerceDomestic X X TNS
Rooms' Tax Collections MA DOR
State X X XLocal X X X
Lodging Data STROcc.,Rate,Sold etc. X X X
Massachusetts Tourism Economic ImpactBarnstable County & Orleans
2011 lodging stats to date thru May:•Rooms Sold…….in MA up 4% (up 6% in U.S.) and up 5.4% in Barnstable County•Room Revenue...in MA up 6% (up 9% in U.S.) and up 4.2% in Barnstable•Orleans lodging $266,000 in state occupancy taxes and $187,000 in local occupancy taxes (based on a 4% local option rate)
2010 economic impact data project solid growth:
•Rooms sold… in MA up 9% (up 8% in the U.S.) up 5% in Barnstable County
•Room Revenue in MA up 11% (up 9% in the U.S.) up 6% in Barnstable County
•Barnstable County rooms occupancy tax collections were $9.8 million (state) and $8.2 million (local)
MASS FILM INDUSTRY
WHAT IT MEANS FOR YOU & YOUR COMMUNITY
Why Film is Good for the Economy
Economic Background Internationally, the Film Industry is an
expanding economic sector.
The Price Waterhouse Coopers Entertainment Media Survey 2008-2012 estimates an annual growth rate of 6.6%.
US: $2.2 trillion/year estimated in 2012.
The Economic Argument
High-paying Jobs
Business growth
New money into our economy Increased exposure and tourism
Current Stats 2011 – 9 Feature Films Estimated MA spend by films in 2011:
$222 million
Workforce: Technicians Local: 900 members Teamsters: 500 members Screen Actors/AFTRA: 2,200 members Total estimated MA film professionals: 3,500
Made in Mass Filmography 2009 - 2011
2011Fairhaven, Ted, Here Comes the Boom, I Don't Know How She Does It, I Hate You, Dad, Crooked Arrows, R.I.P.D, Frank, Lords of Salem
2010Jumping the Broom, Boston's Finest (TV Pilot), What's Your Number?, The Woman, Whaling City, The Quinn-tuplets (TV Movie), Silver Circle, Sunny Side Up, Summer Song, Girlfriend, Moneyball
2009The Zookeeper, Mission Park, See Kate Run (TV Movie) The Company Men, The Social Network, Grown Ups, The Fighter, The Lightkeepers, Furry Vengeance, Locked In, Knight & Day, The Town
How Local Businesses Benefit
Average television series uses 500 local vendors
Recent vendor lists include over 1,000 local vendors
Vendor lists do not include the one-time usages - antique shops, general retail, clothing shops,
bakeries, restaurants, parking lot rentals, etc.
*See Business Handout*
Examples….. A local lumber company estimated a million
dollars in spending from film projects last year; increased their staff; added trucks.
A Chinese Restaurant and Pizza Shop located near a production set were kept extraordinarily busy for many months – supplying “2nd Meals” for the crew.
A franchise car rental company (locally run) says that without film, their business would be down.
FILM TOURISM
Classic Massachusetts Examples
Gloucester bar, Perfect Storm
L Street Tavern, South Boston
Sweden & The Millenium Trilogy
Millenium Effects 10,000 people take the Millenium tour each year
6,800 copies of the “Millenium Map” have been distributed
Hotels and tour operators market Millenium “stays,” tours, and cruises
Interest from Journalists and TV teams from abroad
Lasting effects on tourism
“The Sound of Music,” released in 1965, is still drawing 300,000 fans annually to Salzburg with 40,000 of them taking the official Sound of Music Tour
The Iowa field in The Field of Dreams still has over 100,000 visitors each year.
New Zealand has experienced a phenomenal uptick in visitation following the Lord of the Rings films – and attributes roughly 80% of their tourism dollars to these films, for each year after each film’s release. The “Hobbit” is next in line.
New Mexico saw a dramatic surge of tourists wanting to stay at a “Dude Ranch” – after seeing “City Slickers” – and the trend continued for the next decade.
Film Tourism in Massachusetts
On Location Tours was resurrected in 2011, showcasing the famous movie and television locations throughout Boston.
Boston: Cheers, Knight & Day, ZookeeperLowell: The Fighter
South Boston: Good Will HuntingGloucester: Perfect Storm,
The Vineyard: Jaws
For more information:
Lisa Strout, Director Massachusetts Film Office
10 Park Plaza, Suite 4510 Boston, MA 02116
(617) 973 8400 www.mafilm.org
John Alzapiedi, Web [email protected]; 617-973-8589 Dagny Ashley, Group Tour [email protected]; 617-973-8511 Ken Brissette, Chief of [email protected]; 617-973-8565Phyllis M. Cahaly, CMD, Dir. Specialized
[email protected]; 617-973-8509Tony D’Agostino, Research [email protected]; 617-973-8512Tim Grafft, International Marketing [email protected]; 617-973-8542Jonathan Hyde, Green & Cultural [email protected]; 617-973-8505Betsy Larkin, International Marketing
Coordinator [email protected]; 617-973-8531
Massachusetts Office of Travel & Tourism [MOTT]10 Park Plaza, Suite 4510, Boston, MA 02116Phone: 617-973-8500 • Fax: 617-973-8525
www.massvacation.comBetsy Wall, Executive Director
[email protected] Leary, Visitor Services [email protected]; 617-973-8587Shannah McArdle, Director of Sports
[email protected]; 617-973-
8504Catherine Onasanya, Administrative
Assistant [email protected] 617-973-
8400Jonathan Paris, ED, Mass. Sports
Partnership [email protected]; 617-254-6103Diane Roberts, Financial [email protected]; 617-973-8544Lisa Simmons, Director of Communications [email protected]; 617-973-8508Lisa Strout, Dir. Massachusetts Film [email protected]; 617-973-8401Stephen M. Walsh, Visitor Services
Manager [email protected]; 617-973-8586
STAFF LIST
