Tourism Advisory Council Meeting Monday, May 20, 2019 633 Third Ave. 37 th Floor Boardroom New York, NY 11:00 a.m. – 12:30 p.m. Webcast address: http://161.11.132.59/tcs/?id=c19ba609-4f0a-4c3c-968b-7de3ea85a1d8 AGENDA I. Approval of Minutes Cristyne Nicholas II. Chair’s Report Cristyne Nicholas A. Tourism Action Day B. Tourism Budget Review C. Tourism Announcements III. Recent & Upcoming I LOVE NY Activities Ross Levi & Team A. Sales B. Marketing C. Industry Events & Support IV. 2018-19 Year-End Review I LOVE NY Staff V. New Business Next meeting: Monday, September 23, 2019 11:00am – 12:30pm 633 Third Ave. New York, NY
Transcript
Tourism Advisory Council MeetingMonday, May 20, 2019
III. Recent & Upcoming I LOVE NY Activities Ross Levi & TeamA. SalesB. MarketingC. Industry Events & Support
IV. 2018-19 Year-End Review I LOVE NY Staff
V. New Business
Next meeting:Monday, September 23, 201911:00am – 12:30pm633 Third Ave.New York, NY
May 20, 2019
A Division of Empire State Development
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Tourism Advisory CouncilMeeting
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CHAIR’S REPORT
TOURISM ACTION DAY
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TOURISM BUDGET REVIEW
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$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
2010 2013 2016 2019
State Tourism Investment2010 - 2019
Prior Administration Current Administration
TOURISM ANNOUNCEMENTS
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Completion of New Explore & More -The Ralph C. Wilson, Jr. Children’s Museum
Launch of All-Electric, Zero-EmissionsMaid of the Mist Passenger Vessels
TOURISM ANNOUNCEMENTS
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Ribbon Cutting and Grand Opening ofKartrite Resort & Indoor Waterpark
Opening of the Historic TWA Hotel atJohn F. Kennedy International Airport
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I LOVE NY REPORT: SALES
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IPW
June 1-5 in Anaheim, CA
New York State delegates include: CentralNew York, Dutchess Tourism, Lake GeorgeArea, Visit Rochester, Visit Syracuse, SullivanCatskills, Visit Buffalo Niagara, DiscoverSaratoga, Livingston County, and more
I LOVE NY & Finn Partners to meet with media
180+ appointments with operators
I LOVE NY will host dinner for suppliers andother conference attendees to hear fromupstate representatives on NYS product
ATTA ELEVATE CONFERENCE
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Lake George to host from June 10-12
One of North America’s most prominentprofessional adventure travel trade events
As host destination partner I LOVE NY receives
Pre/post custom messaging to ATTA members
I LOVE NY branding, media recognition &presence at event
Opportunity to address attendees
Networking with influencers duringMarketplace Exchange
I LOVE NY hosted FAM trips
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I LOVE NY REPORT: MARKETING
SUMMER MEDIA NIGHT
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Held on March 26 at the Alvin AileyAmerican Dance Theater
New format featuring performances tohighlight numerous cultural anniversarieshappening throughout the year
Hosted by comedian Judy Gold, courtesyof the National Comedy Center
Followed by cocktail hour to allowjournalists to interact with TPAs, attractions& performers
43 journalists from notable publicationsincluding Forbes, CNN, NY Times & CondéNast Traveler
Well received by TPAs & journalists and willlook to expand on unique formats in future
SUMMER ADVERTISING & WORLDPRIDE
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Summer Advertising
Strategy remains: mix of anthemic & emotional spots
On air with sufficient time to affect consumer decision making
Out-of-Home NYC subway wraps currently running featuringworld-class NYC and Upstate attractions
WorldPride
NYS WorldPride Welcome Center opening for Pride Month
Newly announced WorldPride events across NYS
Herb Ritts: The Rock Portraits at Fenimore Art Museum
New Glass Now Exhibit & Pride Tour at Corning Museum of Glass
I LOVE NY presence at NYC events including festival & Family Movie Night
Keynote speakers included LieutenantGovernor; Roger Dow, President &CEO of US Travel Association; BrandUSA, and Brian Stratton from Canals
I LOVE NY participation onADA / Accessibility engagementpanel to discuss Accessible Tourism
Closed with “I LOVE NY 2018 Year inReview” presented by I LOVE NY team
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2018-19 YEAR-END REVIEW
I LOVE NY INITIATIVES
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Marketing
Advertising
Public Relations
Experiential Marketing
Digital Initiatives
Sales
International Efforts
Trade Shows
Brand USA
Programs & PolicyDevelopment
Path Through History
I LOVE NY LGBT
Senior Program
Accessibility Program
Industry Support
Funding Opportunities
I LOVE NY MARKETING STRATEGY
I LOVE NY works to:
Build consideration and visitation to New York State by showcasing the unique,world-class destinations that Upstate New York offers
Convey the emotional value of family memories created in New York State
Drive information-seeking behavior to iloveny.com, TPAs and tourism partners
FIND WHAT YOU LOVE CAMPAIGN
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Refreshed “Find What You Love” campaign, builds on iconic heart logo
Focused on highlighting world-class attractions in New York State
Complemented with images of creating memories with loved ones
Target market remains the same: families in 5-hour drive radius
TRADITIONAL ADVERTISING
TV Commercials
Summer: Anthem & “Emotional”
State Fair: The Great New York State Fair
Fall: Anthem
Winter: Anthem & “Emotional”
Out-of-Home
World-class attractions focus
NYC billboards, bus wraps, bus stations
Madison Square Garden takeover
PUBLIC RELATIONS
Focused on changing face of tourism landscape from new / reimagined lodging,attractions & growth of craft beverage industry
Continued successful program of media relations, press trips & events resulting in increasein quality & quantity of publication placements and media attendance at events
New initiatives included: PR workshop for tourism partners at NYSTIA, four group press tripsfor the TBEX blogger conference & exclusive media event with Meredith Corporation
New York State destinations were highlighted in “Top Places to Go in 2019” stories in Mic,Foder’s Travel, Frommer’s, Forbes, Travel & Leisure and Smarter Travel
EXPERIENTIAL MARKETING & EVENTS
Pod Tour
Added second touring Pod to extend reach
Attended 39 major events both in-state & out-of-state
Attended 21 new events
Redesigned interiors to include VR & GIF activations
I LOVE NY Experience at New York State Fair
Transformed 25,000 sq. ft. space in Expo Center intoengaging experience that promotes tourism
“All Year, All Here” theme with four season stations
‘Tree of Seasons’ as central anchor for footprint design
Partnered with state agencies to include activations
Welcome CentersOPENING SCHEDULE*
EXPERIENTIAL MARKETING & EVENTS
Welcome CentersOPENING SCHEDULE*
DIGITAL INITIATIVES
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Website & Blog Posts
Increased page views & time spent on pages
Launched redesigned listings widgets
Optimizing site for accessibility with AudioEye
User Generated Content
High engagements on iloveny.com pages
Social Media
56 Instagram stories with high number of views,retention rate & swipe-ups to website
Wibbitz partnership to produce social-first videos
Mobile App
New Discover NY swipe function
Integrated editorial and VR content
DIGITAL INITIATIVES
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INTERNATIONAL
Sales calls to in-market, outbound agents & operators
Conducted workshops & trainings
361 UK agents completed online I LOVE NY training manual
In-house training for Hainan Airline staff
Hosted FAM trips
Travel Solutions Dublin & Belfast Ski FAM
Australian Tour Operator FAM with Delta
Post IPW FAM for Chinese Agents
Attended trade shows
IPW, WTM, Holiday World, ITB, IMTM
Participated in road shows and trade missions
POLICY & PROGRAM DEVELOPMENT: PATH THROUGH HISTORY
Continued Columbus Day Weekend (fall) in additionto Father’s Day Weekend (spring)
Redesigned brochure and collateral
Produced lawn signs to assist with wayfinding
Distributed branded stickers to assist withattendance & program promotion
Engaged in paid digital advertising for first time
Participation grown 125% from 2014 to 2018
13% increase in total event hosts YOY
1.2 Million impressions from paid digital advertising
52 of 62 counties participated in Spring
46 of 62 counties participated in Fall
POLICY & PROGRAM DEVELOPMENT: WORLDPRIDE
MEDIA
Print and digital advertising instrategic LGBTQ outletsdomestically & internationally
Print & digital WorldPride travelguide used at pride events
Updated design & content ofiloveny.com/LGBT to reflectWorldPride celebrations,events & destinations
WorldPride e-newsletter sent totravelers who provided emailsat consumer events in 2018
EXPERIENTIAL
Strategy to reach long-haultravelers interested or planningto attend WorldPride
Activated at 13 consumer andtrade events domestically andinternationally
Collected 5,300+ emails
Total reach 7+ million
PR
Co-hosted LGBTQ mediaevent with Heritage of Pride
Ongoing target pitches
Coverage in Forbes, Out, etc.
Launched WorldPrideAmbassadors program
POLICY & PROGRAM DEVELOPMENT:SENIOR & ACCESSIBILITY TOURISM PROGRAMS
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Senior Tourism Program
Collected information on Seniordiscounts available at New York StateParks and attractions
Performing market research to bestinform how to expand currentlyavailable information
Accessible Tourism Program
Hired Open Doors Organization toperform research on accessibility marketand develop criteria and best practicesfor accessibility
Distributed survey to 250+ attractions inNew York State & collecting results
STATE# PWD
Adults
# Potential
Travelers
(71%)
Total $/Yr.
(@$500/ 1 trip)
Total $/Yr with
Multiplier (2.7)
US 28,584,500 20,294,995 $10.1 billion $27.3 billion
Updated Forms (increasedtransparency & accountability)
Training Sessions
Abridged Final Report Process
FUNDING OPPORTUNITIES
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Market New York Round 8
$15 million in awards for direct investments to 60projects including:
Close to $7M for 46 marketing projects
Close to $8M for 14 capital projects
Up to $1.4M to support WorldPride/Stonewall 50
Up to $1.7M for to support Agri-tourism CraftBeverage projects
Over $91.4 million awarded to 320 tourism projectsacross the state through the overall REDC process
LOOKING AHEAD
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Advertising
Continue “Find What You Love” with mix of out-of-home and commercial advertising
Public Relations
Seek tourism attractions to host Media Nights and consider smaller niche event for targeted media
Reorganize press released according to trends and topics instead of by region
Fine tuning media pitches to showcase “hidden gems” like craft beverage and history attractions
Digital
Make database listings more consistent and compelling to consumers
Continue improving website usability and investing in top performing campaigns and editorial
Explore new ways to reach our audience on social media – check out our new TripAdvisor profile!
Implement partnership with CrowdRiff
Create more digital-first video
LOOKING AHEAD
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Experiential & Events
ILNY Pod Tour to return with ~40 events and dedicated area for NYS travel conversations
ILNY Experiences portal will migrate to main I LOVE NY website for seamless transition ofrecommendations
Partnering with Ag & Markets to bolster and support marketing efforts for Welcome Centers
Segments
Provide consumer-friendly accessible tourism information based on survey results
Provide tourism stakeholders with best practices & guidelines to encourage better visitor experiences forpeople with differing accessibility needs
Continuation of popular Spring and Fall Path Through History Weekends
PTH Weekend social media contest to promote the program and track attendance
Policy
Reconvene the Tourism Interagency Taskforce
MARKET NEW YORK: ROUND 9
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$15 Million for Tourism Projects
$7 Million for Regional Tourism Marketing (working capital)
Minimum requests of $50,000+ only
$8 Million for Tourism Capital (construction/capital expenses)
Minimum requests of $150,000+ only
The following projects are encouraged:
Projects that market/promote/showcase: unique, world-class destinations; a broad array of activities; and/orstrength in creating family memories
Projects that align with I LOVE NY initiatives such as: ILOVE NY LGBT; Path Through History; Taste NY andagritourism; and/or new special events
Visit www.iloveny.com/MarketNY for most recent information
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FIND WHAT YOU LOVE
Tourism Advisory Council Meeting Minutes“Draft – Subject to Board Approval”
Date: Tuesday, March 12, 2019Location: New York State Capitol Building, Albany, New YorkAttendance:TAC MembersDan Fuller, Assemblyman O’DonnellPhone: Spike Herzig, Elinor Tatum, Katherine Nicholls, Ali Sirota, Thomas Mulroy, Barbaralee Diamonstein-Spielvogel,Alana Petrocelli
ESD / NYS StaffRoss Levi, Executive Director of Tourism; Kelly Garofalo-Wilkins, Project Manager Tourism Marketing & Partnerships;Anna Pakman, VP Digital Marketing; Sara Emmert, Director of Special Tourism Initiatives; Danae Jones-Persip, PublicInformation Specialist 1, Markly Wilson, Director of International Operations; Lisa Soto, Director of Public Relations &Licensing; Richard Martin, Managing Editor; Brad Austin, Director State Legislative Affairs; Adam Ostrowski, DeputyPress Secretary, Kelly Baquerizo, Director Market New York
TAC GuestsMark Dorr, NYSHTA; Don Jeffries, NYSDMO & Visit Rochester; Bob Provost, NYSTIA; Yolanda Bostic, NYS Assembly;Rachel Laber-Pulvino, Visit Rochester; Diana Rapp Keating, Visit Rochester; Greg Marshall, Visit Rochester; BeckyWehle, Genesee Country Village & Museum; Sara Tone, Genesee Country Village & Museum; Sara Poe, The StrongMuseum of Play; Jessica Conley, Hampton Inn & Suites Rochester; Kimberlie Miller, Hampton Inn & Suites Rochester;Kristen Hanifin, Lake George Chamber of Commerce; Heather Bagshaw, Greene County; Tamara Murray, EmersonResort & Spa; Rick Remsnyder, Ulster County Tourism; Matt Steen, Emerson Resort & Spa; Natasha Caputo, VisitWestchester; Judi Hess, Greater Binghamton CVB; Mary Kay Vrba, Dutchess County Tourism; Gina DaBiere-Gibbs,Fulton County; Steve Khanoyan, United Airlines; David Stockhauser, Southern Tier Welcome Center; Richard Stone,Trajectory Sports & Media Group; Chris Guidone, Big Picture Tourism; Tom Martinelli, Amtrak By Rail; Josiah Brown, NewYork Welcomes You; Amanda Dana, NYSTIA; Bill Sweitzer, New York Canal Corporation; Phil Royale, LEGOLANDPhone: Patricia Ornst, Delta Airlines; Lauren Wire, Finn Partners; Ron Ofner, Adirondack Regional Tourism Council;George Ntim, Marriott Hotels; Samantha Hayes, Cattaraugus County Tourism; Sarah McGinnis, Catskill InterpretiveCenter; Phil Balman, Office of Queens Borough President
Meeting called to order: 1:05 PM
ROSS LEVI: Cristyne sends her regrets and apologies for not being able to make it today—she had a last-minute familyemergency. Dan Fuller will be stepping in to fill her role today.
I. Approval of minutes – Dan Fuller• Motion to approve by Elinor Tatum• Minutes approved with a second by Katherine Nicholls
II. Chairman’s Report – Dan DullerA. Meeting Overview
• Today is Tourism Action Day, and the primary reason to meet in Albany• Invited three guest speakers, each representing one of the major tourism groups in New York State: The New
York State Hospitality & Tourism Association, The New York State Destination Marketing OrganizationAssociation, and the New York State Tourism Industry Association
B. New Member Updates• New statutory member of the TAC committee: Senator Jose Serrano. Senator Serrano elected as the Chair
of the Senate Cultural Affairs, Tourism, Parks and Recreation Committee last November• Gail Grimmett submitted letter of resignation from the TAC board
C. Tourism Action Day• Thank you to everyone who lobbied today on behalf of New York State Tourism• The work being done on behalf of the tourism industry is crucial for the well-being of industry overall• It’s important for industry stakeholders to meet with representatives to let them know tourism means business• Last year, New York State welcomed 243.8 million visitors and saw nearly $67.6 billion in direct visitor
spending. Tourism is the third largest private sector employer supporting 938,000 jobs. It generated $8.5billion in state and local taxes—providing an average per-household saving s of $1,172 in taxes. The totaleconomic impact of NYS tourism was $108.7 billion
• It is important to persist in voicing these accomplishments, so tourism can continue to grow, generate billionsand positively impact the vibrant economy of New York State
• TAC is here throughout the year to highlight the great work being done on behalf of the state
III. Highlights of Recent and Upcoming I LOVE NY Activities – Ross Levi & TeamA. Sales Efforts
• American Bus Association Annual Marketplaceo Ross attended the American Bus Association Annual Marketplace on January 28 in Louisville, KYo I LOVE NY not gone for several years, so glad to respond to industry request and participate againo Ross gave brief presentation on the variety of experiences and events across 11 vacation regions at I
LOVE NY sponsored breakfast for tour operatorso Theme was “Summer of Love” so able to highlight Woodstock and WorldPrideo Ross introduced talent—Melanie from “I’ve Got a Brand-New Pair of Roller Skates”—at reception
• New York Times Travel Showo I LOVE NY presence at the New York Times Travel Show was very successfulo Record breaking number of attendees: 35,568o I LOVE NY collected 715 new leads across multiple retrieval methods: postcard activation, bar code
scanner, GIF application, etc.o Survey of consumers who visited indicated 87% got new ideas for places to visit/things to do in NYS
B. International Efforts• International Mediterranean Tourism Market
o Ross, Markly and Kelly attended IMTM in Israel on February 12-13o Part of Governor-announced Global Path Through History Program with Israeli Ministry of Tourismo Effort to work collectively to promote heritage sites in own destination to the other’s market through
exchange of assets equal in valueo NY provided Israel with advertising space on the Port Authority owned MEDIAMESH in Times Squareo Israel provided NY with booth space at IMTM Conference, opportunity to speak at the opening
ceremony, and out-of-home advertising space in Tel Avivo Ross and Markly able to join pre-FAM tour with operators and journalists from around the world,
which was perhaps the most valuable aspect of trip. Ross & Markly able to speak directly with 80+operators about NYS products and forged relationships that can be followed up on
• ITB Trade Showo Markly traveled to Berlin March 6-9o Best presence from NYS team yet. Product presentations from NYC & Company, Dutchess County,
Visit Niagara, Long Island, Wine Water & Wonders, and LEGOLANDo Had 42 media appointmentso 32 operators, media, and airline reps attended NYS hosted breakfast
• Holiday Worldo Markly traveled to Ireland January 25-27 for largest Irish travel trade showo Similar to New York Times Travel Show with both travel trade and consumers
• Aer Lingus Road Showo Markly and team traveled to Ireland February 18-21o Demonstrated support for airline like we did for Norwegian Air Shuttleo Engaged with 385 Irish agents
• International FAM Tripso Completed FAM trip with Travel Solutions, a top UK tour operator that organizes winter sport tripso Visited Hunter Mountain, Villa Vosilla, and Woodbury Commono Educated Travel Solutions agents on NYS winter sport offeringso Travel Solutions already made reservations for six trips with 30 people each from December to March
C. Marketing Efforts• I LOVE NY Bracket Challenge
o Digital team launching 4th annual bracket from March 19 – April 8o 16 NYS attractions will face off in four rounds of votingo Participants can vote once per calendar day for chance to win a trip to one of the featured attractionso Partnering with JetBlue for flight certificates and TPAs for local hotels and activitieso Promoting through paid social ads on Facebook and Instagram as well as organic Instagram Storieso Survey from last year indicated that 98% of people who participated in the campaign wanted to go to
one or more of the featured attractions• WorldPride Ambassadors
o Ambassadors will be selected to highlight the diversity of NYS’s LGBTQ community for WorldPrideo New Yorkers from across the state being encouraged to submit video to describe what they are proud
of in their hometown and what they would want to show off to LGBTQ visitorso Ambassadors to be featured in select I LOVE NY promotions and educational antidiscrimination
efforts by the New York State Division of Human Rights. They will also get to participate in the march
• PR Effortso Had an international media marketplace in January at the Javits Centero Sent representative from Finn Partners, who met with over 20 different travel journalistso Also completed skiing and family FAM in Rochester for Trekaroo magazine and Red Tricycle outlet
D. Research & Program Development• Accessible Tourism Program
o Program to raise awareness of accessible attractions, activities, and destinations in NYS to travelerswith varying accessibility needs
o Working to provide travelers with more accurate information about visitor experienceo Hired Open Doors Organization, experts in the field, to assist with programo Developed set of criteria to measure visitor experience for travelers with varying accessible needs
and distributed via survey to 250 select attractions throughout the state. Also conducting site visitso Will decide best way to communicate all information gathered to consumers in coming monthso Important to stress, program is not about enforcing ADA compliance, but rather providing most up-to-
date and accurate informationo Will be working to create best practices guidelines for the tourism industry and anticipate hosting
workshops to conduct training and go through ODO’s recommendations• Senior Travel Program
o Response to law passed to encourage seniors to consider NYS as vacation destinationo Created page on iloveny.com that includes travel information such as senior discounts and
transportation information.o Still in early phases of program, but performing research to understand senior market so that we can
provide most useful informationo Will be working with other state agency partners like the Office of the Aging and State Parks to
promote program.E. Industry Events
• Museum Association of New York Conferenceo Will be April 7-9 in Cooperstowno Theme is “Access & Identity”o Ross to participate on “Is Your Museum a Destination” panel to discuss how a museum can market
themselves to visitors and how to engage with I LOVE NY• NYSTIA
o Will be April 24-26 in Buffaloo Theme is “Tourism is for Everyone”o Will be participating in breakout panels to discuss Accessible Tourism Programo Ross and team to present annual I LOVE NY Year in Review at end of conference
IV. Guest Speakers –New York State Hospitality & Tourism Association (NYSHTA), New York State DestinationMarketing Organization Association (NYSDMOA) & New York State Tourism Industry Association (NYSTIA)
• Invited the three major tourism industry associations as guest speakers given today is Tourism Action Day• These groups incredibly important partners for I LOVE NY• Each group will explain who it represents, what it does, what it has accomplished & what its priorities are
A. NYSHTA – Mark Dorr, President of NYSHTA• NYSHTA works with the Tourism Industry Coalition, which is made up of 25 different groups, mainly
convention business bureaus, DMOs, and TPAs to lobby on behalf of the tourism industry• Two big issues this year are maintaining the Matching Grants program and I LOVE NY funding• Thanks to NYS Assembly, $5 million secured for Matching Grants program, which is matched dollar for dollar• The coalition lobbied today for money for the I LOVE NY program; most members are hotels who realize the
benefit of having proper funding for tourism promotion agents means more heads in beds• Coalition is working on the call and pay issue in the miscellaneous wage order to stop penalty payment for
calling an employee in and not providing enough time. Had several hearings with the Department of Laborand spoke to them on all sides of the issue, including from the viewpoint of the hotels, ski areas, andamusement parks represented by NYSHTA
• Worked on new human trafficking legislation for hotel industry last year. There are now cards in lobbies,bathrooms, guest rooms, etc. and a 1-800 number to call if any human trafficking is suspected
• Continuing to monitor the tip credit issue• Trying to work on defining what constitutes a “service animal” for the hotel industry• NYSHTA is the lobbying mechanism for the industry, so let them know if there are any other issues
B. NYSDMOA, Don Jeffries, President of NYSDMOA and President & CEO of Visit Rochester• NYSDMOA is comprised of destinations and marketing executives who promote tourism and visitor
experiences throughout NYS from Niagara Falls to Nassau County• Collaboration at the heart of work by NYSDMOA; we work together to achieve best results and greatest
economic impact from tourism
• The counties that are members represent $60 billion in travel spending and 681,000 jobs• Group takes a very collaborative approach to attracting and booking meetings & events business, group tour
business, sporting events, and the film industry• Strong focus on advocacy for issues most closely related to tourism industry, such as destination
development through the Market New York Grant program, as it is key component to how organization canbest contribute to industry.
• Don’t just advocate for our own destinations, but for state as a whole and regularly collaborate with I LOVENY and other state agencies
• NYSDMOA is represented at a national level; we are board members at U.S Travel Association, DestinationsInternational, American Bus Association, U.S. Travel Foundation, NYSHTA and NYSTIA
• Collaborate for several meeting and convention sales initiatives on a national level to have joint presence torepresent NYS at national trade shows and marketplaces
• Washington D.C market is going to be new agenda item for upcoming year• Have plans as an organization to continue to collaborate on meetings and convention sales efforts• Sports business is a high priority; will be at the next annual meeting of the National Association of Sports
CommissionC. NYSTIA, Bob Provost, Present & CEO of NYSTIA
• NYSTIA has a little over 200 members: half are TPAs, DMOs, CVBs, Chambers of Commerce, and thevarious destinations of New York. A quarter are attractions, museums, resorts, lodging, and other facilities. Aquarter are the media and marketing firms that support and work with other members
• The NYSTIA vision is to be inspirational and emotionally engage people who want to be a part of where weare going as an organization. The NYSTIA mission is to strive to increase and enhance economic growth,employment, quality of life, and pride of place across New York—not necessarily just to grow tourism—byrealizing the potential of New York’s tourism industry and facilitating the success of our members
• Marketing plans are to define NYS as a destination by looking at our sales, market position, & brandrecognition
• NYSTIA strives to set the standard for best practice in everything we do by embracing evolutionary changeand developing a culture of constant learning and constructive change among our members. NYSTIA creates,promotes, and manages opportunities for cooperative relationships and partnerships that drive success forour members. NYSTIA enhances the knowledge, talent, skills & careers of tourism professionals in New York
• Our team and members constructively and collaboratively develop and advocate for government policies andprograms that positively impact tourism
• NYSTIA brought in 28 partners across the State to work with Brand USA thanks to a $375,000 Market NewYork grant, which was matched 3 to 1 by some members and Brand USA. Generated 1.2 billion mediaimpressions abroad and 3.4 million consumer engagements with the print and digital ads that were producedfrom Market New York grant and match. Ads led to 10,452 overnight rooms booked valued at $1.4 million—aroughly 4 to 1 ROI for the grant funds
• NYSTIA runs regular domestic co-op programs with our members, such as the AAA print and digitalcampaigns that ran in the Philadelphia, Delaware, Maryland, D.C, New England, New Jersey, New York City,and Long Island markets
• Run a travel show program for members who may not have funds or staffing to attend a large travel tradeshow. There are 44 members across the state registered for this program and NYSTIA will represent them at17 trade shows in 2019
• The annual New York State Tourism Conference organized by NYSTIA will be in Buffalo in April this year.The theme is inclusion and will focus on how we can become a more diverse, inclusive industry
• In the coming year, NYSTIA will expand marketing programs to integrate collaborative member objectives tobundle experiences and itineraries and develop more non-traditional partnerships. Will be expanding travelshow program and technology that is used at those shows. Will be increasing strategic partnerships withrelevant State agencies like Parks, DEC, DOT, etc with a robust partnership with I LOVE NY in the forefront toensure complementary and synergistic programs and activities
• Looking to use distance learning programs for members like webinars and professional development.Reached out and begun to speak with the Council of Independent Colleges and Universities and the SUNYsystem about professional accreditation programs
VI. New Business – Dan Fuller• No new business• Next meeting is May 20 in New York City from 11:00am-12:30pm.• Email Kelly for updated meeting dates, if needed.
Meeting adjourned: 2:12pm
Next meeting: Monday, May 20, 2019 at 11:00 AM in New York, NY
