2015 arkansas department of parks and tourism annual report

ARKANSAS DEPARTMENT OF PARKS AND TOURISM 2014-2015 ANNUAL REPORT

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TO ENRICH THE QUALITY OF LIFE AND IMPROVE THE ECONOMY OF ARKANSAS BY GENERATING TRAVEL AND ENHANCING THE IMAGE OF THE STATE.

THE MISSION OF THE TOURISM DIVISION OF THE ARKANSAS DEPARTMENT OF PARKS AND TOURISM

FRONT COVER: Buffalo National RiverBACK COVER: Bathhouse Row, Hot Springs

BACK PAGE: Siloam Springs Kayak ParkOPPOSITE: Riverfront Park, Little Rock

Design, layout, art direction, proofi ng and production coordination services for this annual report were provided to the Arkansas tourism industry without charge by CJRW.

Printing was provided at cost by The Magna IV Family.

Industry Bids Farewell to Long-Time Tourism Advocate

Our friend and colleague Marla Crider was a tireless promoter of Arkansas tourism, and spent her entire career enhancing the effort to welcome visitors to The Natural State. Marla passed away in November 2014 after a long andfi erce battle with breast cancer. We all miss her ready laughter, her visionary leadership, and her extraordinary loyalty to her many friends. The Arkansas tourism industry will benefit from her numerous contributions to its growth and prosperity for years to come.

As we began to look through the windshield on our journey to the development of the 2015 Marketing Campaign, it was important for the Arkansas Tourism marketing team – the Department, CJRW and Aristotle – to take a look into the rearview mirror to refl ect on our travels of accomplishments and learnings over the past 12 months.

As the national media continues to learn about Arkansas’s great natural beauty, down-home goodness, distinctive arts and culture, array of dining experiences and great value as a vacation destination, The Natural State continues to get rave reviews from across the country. Below are just a few of the accolades Arkansas received in 2014.

Conde Nast Traveler named Bentonville one of the eight Best Walking Cities in the U.S. – 2014

BuzzFeed.com named “17 Bookstores that will Literally Change Your Life” on June 11, 2014. One of the 17 is the Dickson Street Bookstore in Fayetteville. Others highlighted are in San Francisco, London, The Netherlands, Italy, Buenos Aires, Boston and China.

Adventure Journal named the Ozark Highlands Trail as one of the “Eight Best Long-Haul Backpacking Trails.” – May 20, 2014

USA Today selected The Great Passion Play in Eureka Springs as one of “USA Today’s 10 Best: Outdoor Concert Venues You Shouldn’t Miss.” – June 2014

Travel + Leisure named 20 “America’s Favorite Mountain Towns” in June 2014. Eureka Springs was selected as one of them.

True West Magazine continued to recognize Fort Smith. After a #1 ranking in 2013, the publication selected it as the #5 Top True Western Town for 2014, and another honor came from the magazine’s 2014 issue of Best of the West.

The Lake Ouachita Vista Trail and Upper Buffalo Trail have been named Epic Rides by the IMBA (International Mountain Bicycling Association). – August 2014

Other trails that have been deemed Epic Rides in the state by IMBA over the years include the Womble Trail and Syllamo Trail.

The Guardian, a Great Britain newspaper, included Dyess and the Johnny Cash Boyhood Home on their International “Top 40 Hot Spots for 2014” List.

Garden & Gun magazine named the Pancake Shop in downtown Hot Springs as one of the “South’s Best Breakfast Joints” of 2014 in its annual Southern Food issue.

National Geographic Magazine recognized “Arkansas – Discover the Ouachita Mountains” as a Top 50 Best Summer Weekend Adventure. – July 8, 2014

Southern Living Magazine named Little Rock’s SoMa area as “The Next Great Neighborhood” in Little Rock. – June 7, 2014

SmarterTravel.com named Esse Purse Museum in Little Rock as one of the World’s Hottest Museums for 2014.

Southern Living Magazine named the Capital Bar & Grill in Little Rock one of the 100 best bars in the South. – 2014

2 | I N T R O D U C T I O N

The Great Passion Play, Eureka Springs

The Womble Trail, Hot Springs

I N T R O D U C T I O N | 3

4 | E C O N O M I C R E P O R T

Tourism is vital to Arkansas’s economy, and it is projected to be one of the fastest-growing industries in the next decade.

Visitors continue to travel to Arkansas to enjoy the state’s pristine outdoor venues, its unique highways and byways, world-class museums, emerging nationally acclaimed culinary experiences and thriving arts and culture experiences. In 2014, Arkansas hosted nearly 26 million visitors – approximately seven visitors for every single Arkansas resident. Two-thirds of these visitors came from out of state and spent $6.7 billion.

The 2014 tax collections were up 7.04% over calendar 2013 with a total of $13.79 million. That’s the biggest year over year increase since 2000, which was up 9.3% over 1999. This was well ahead of the $11.942 million slump of 2009 when national economic conditions proved tough on Arkansas’s tourism industry.

To put 2009 into perspective, the chart to the right

shows the positive growth the Arkansas tourism industry has achieved in the last fi ve years:

Growth in tourism jobs has tracked with the growth in statewide tourism tax collections, with employment recently hitting a new record for Arkansas’s travel and tourism industry. Arkansas’s tourism sector employed 113,900 during December, up from 110,400 during November, and above the 106,900 during December 2013. The December number marks a new record for employment in the sector. Employment in the sector is up 23% in the past 10 years.

2% TOURISM TAX COLLECTIONS BY MONTH$1,500,000

$1,400,000

$1,300,000

$1,200,000

$1,100,000

$1,000,000

$900,000

$800,000

$700,000

$600,000

$500,000

$400,000

CY 2013 CY 2014

JAN5.2%

FEB2.1%

MAR6.8%

APR7.2%

MAY5.9%

JUN10.7%

JUL5.3%

AUG10.5%

SEP-0.7%

OCT15.3%

DEC9.6%

NOV5.1%% CHANGE

Total Number of Visitors25,885,000

22,838,000

2014

2009Increase: 13.3%

Visitor Spending$6,698,501,000

$5,337,902,000

2014

2009Increase: 25.5%

State/Local Taxes$460,968,000

$382,936,000

2014

2009Increase: 20.4%

2% Tourism Trust Fund$13,788,558

$11,573,017

2014

2009Increase: 19.1%

E C O N O M I C R E P O R T | 5

State and local taxes collected from tourism in 2014 totaled more than $460 million. Economic impact studies have shown that for every dollar spent on marketing Arkansas to our neighbors in surrounding states, more than $10 is collected in state and local revenues.

The 2% tourism development trust fund set a record in 2014 reaching $13,788 million. One of the highlights of the tax collections last year was the month of June when, for the fi rst time ever, collections exceeded $1.5 million.

The Department’s marketing and advertising efforts are funded by the tax, and the collections, generated mostly by visitors rather than residents, enable Arkansas to effectively compete against our touch states of Louisiana, Mississippi, Missouri, Oklahoma, Tennessee and Texas.

Visitors spent more than $6.6 billion in Arkansas in calendar year 2014, a 6.9% increase over 2013 expenditures. The number of visitors also increased from about 24 million in 2013 to nearly 26 million in 2014. Our marketing efforts continue to entice more vacationers to try Arkansas, and research shows that once they do, they are highly likely to return again and again.

The 2014 average trip expenditure of $259 per trip resulted in $334 million in state taxes and $127 million in local taxes. Arkansas’s continuing success relates directly to thousands of members of the tourism industry who work hard every day to create positive vacation experiences for our visitors. Our industry attracts some of the hardest-working, concerned and caring workers in the state. Over and over again, from venues across the state, visitors relate memorable moments with Arkansans they have encountered. About 100,000 residents are employed in the leisure and hospitality industry in Arkansas.

Those on the front lines who share a personal connection with our visitors, sharing ideas about things to see and do in The Natural State, are essential ingredients in the recipe for our industry’s success. Their efforts result in extended vacations and increased spending, which benefi t us all.

Today, Arkansas is on the brink of growing our tourism industry even more. To maximize that growth – and economic revenues – we continually extend an open invitation to new and repeat visitors within and from out of state.

2% TOURISM TAX COLLECTIONS BY FISCAL YEAR*$14,000,000

$13,000,000

$12,000,000

$11,000,000

$10,000,000

$9,000,000

$8,000,000

$7,000,000

$6,000,000

$5,000,000

$4,000,000

$3,000,000

$2,000,000

$1,000,000

FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13 FY 14

* The state’s fi scal year is July 1 through June 30.

6 | R E S E A R C H

With the successful 3A Team collaborative approach in 2013, the Department decided to bring in Lynette Xanders of Wild Alchemy to enhance the marketing planning process in 2014. Lynette facilitated an all-day marketing planning and brainstorming session with key leaders and staff from the Department, CJRW and Aristotle.

To help summarize our daylong planning process, Lynette developed a “Marketing Strategy Planning Poster” (below) that gave the 3A Team a simple, easy-to-follow visual that outlined the group’s collective thinking and direction for the 2015 marketing planning roadmap.

Another great takeaway in the development of the marketing plan roadmap was having the participation and full engagement from all three agencies. Having everyone in the same room allowed the Department, CJRW and Aristotle to participate in defi ning the marketing ingredients, which allowed Lynette to help develop the perfect recipe for a Marketing Brief.

Strategic Planning ProcessThe collaborative process set the framework for the 3A Team development of the marketing plan. The process followed three steps, and it included these planning elements:

Input/Planning• Mission, Goals and Objectives• Guiding Principles• Research and Analytics• Learnings

Strategic Planning• Strategy and Roadmap• Tactical Brainstorming• Trends and Implications

Planning and Execution• Tactical Plan Development• Measurement

• Execution of Plans• Industry Loopback

Mission Statement/Marketing Goals1. Generate travel2. Enhance the image of the state3. Grow the 2% tax collections

Marketing Objectives1. Enhance the Arkansas Brand Position: To enhance the brand position, our message and

media delivery channels will be more focused on promoting specifi c activities, while presenting our tourism product as Destination Marketing Areas to

R E S E A R C H | 7

help close the sale.2. Increase Occupancy and Visitation: Through awareness, our communications efforts

will generate vacation and travel consideration, but to increase occupancy and visitation, the vacation planning experience needs to be simple and easy so we can convert potential visitors from consideration to planning/booking.

3. Strengthen Tourism Industry Partnerships: Partnership with Arkansas’s tourism industry has been

a hallmark of the state’s success, and we continue to provide extensive grassroots level support for tourism operators large and small.

Arkansas Tourism Marketing BriefLynette Xanders of Wild Alchemy

What is the offer?A variety of experiences in Arkansas.

What is the assignment? What are we creating?Develop a full marketing campaign and website to lure visitors and help them plan a trip to Arkansas.

What do we want to have happen? How will we know when we get there?Increase tourism tax collections by 5% by December 31, 2015 (ideally overnight stays).

Who are we talking to? What do we know about them that will help us?People who travel – those close enough to take road trips or game enough to fl y with access to direct fl ights.

What do they currently think?“I don’t think of Arkansas at all”; “I have no clue why I should visit”; “I don’t have good perceptions… I think of Walmart.”

What do we want them to think?“I am blown away by how diversely wonderful Arkansas is. There’s something for everyone in my family/group to do.”

Why should they believe us?Our diversity, purity, greenery, history, hospitality, philosophy and love of humanity (culture) are second to none. With 52 state parks, James Beard award-winning food, Purse museum, world-class art museums, the Dyess/Johnny Cash boyhood home, libraries, festivals

and fi shing holes, we have amazing offerings for a variety of trips/tastes in an environment that embraces smiles and a slower pace. While tourism has been growing for years, we’re ready to roll out the welcome mat in a big way.

Marketing ManifestoWhat is our character?Genuine. Down-to-earth. Charming. Vibrant. Think Levi Strauss or Sam Walton.

Marketing Brand PositionNot touristy or over commercialized – enjoy being off the beaten path.

Marketing Research SupportTo focus the media targets, plan the strategy, develop creative insights and fi ne-tune the marketing message, the Department and CJRW consulted a number of research sources for a variety of purposes. Following are some of the most relevant excerpts from the latest secondary and primary research studies.

Longwoods International has conducted syndicated visitor research of travelers and their behavior every quarter since 1990 as part of the largest ongoing study of American travelers ever compiled. The latest report measured 2,535 trips to Arkansas in 2013 – 1,586 overnight trips and 949 daytrips.

National Travel Trends• Despite just a modest increase in travel volume

overall, traveler spending rose signifi cantly among leisure and business travelers.

• The average length of an overnight trip nationally remained constant at 3.6 nights in 2013.

• Day travel nationwide continued its upward trend in 2013, rising by 3% in overall trips taken.

• Per capita spending on day trips kept pace, rising to $64 from $58 in 2012.

• Tracking the use of the Internet in the context of travel planning and booking:• This tracking reveals a recent jump in travel-related

Internet usage that began in 2012 after a six-year plateau.

• We believe this sharp increase is related to the recent surge in penetration of both smartphones and tablets that allow for mobile connectivity, including while people are traveling.

8 | R E S E A R C H

Arkansas Visitor Volume• The state’s market share in 2013 remained the same at

1.23% compared to 1.26% in 2012, which ranks it 32nd among the 50 states for domestic overnight trips.

• In 2013, the number of day trips taken to or within Arkansas grew by 12% compared to the year earlier, to 26.8 million trips.

• The increase in day trips was largely attributable to more leisure travel, which improved from 20.7 to 23.4 million trips).

Arkansas Visitor Profi le• In 2013, Arkansas residents accounted for 28% of

overnight leisure trips to Arkansas, about the same as in 2012 and 2011.

• Neighboring states remained the primary out-of-state markets for visitors, including:• Texas (12%)• Missouri (7%)• Oklahoma (5%)• Louisiana (3%)• Tennessee (3%)

• In addition, Arkansas welcomed sizeable numbers of tourists coming from more distant markets such as California, Illinois, Florida and New York.

• The top out-of-state urban markets in 2013 from contiguous states were:• Springfi eld, MO• Dallas/Fort Worth• Shreveport

• Kansas City• Houston• Memphis

• Arkansas itself remained the primary source of day-trippers within the state in 2013, accounting for over half (55%) of these visitors.

• A high proportion of out-of-state contiguous state day travelers came from:• Missouri• Oklahoma• Texas• Louisiana

Arkansas Overnight Visitors• The seasonal distribution of leisure trips to Arkansas

in 2013 was very similar to 2012 – peaking in spring and summer.

• In 2013, the average length of the overall trip and the time spent in Arkansas by overnight leisure visitors diminished somewhat.

• The typical leisure travel party to Arkansas in 2013 remained at 3.3 individuals – 2.3 adults and one child.

• Compared to the norm, Arkansas leisure trips are more apt to include visits to parks and landmarks/historic sites, fi shing and other outdoor pursuits like camping, hiking, hunting and less likely to include shopping, bars/nightclubs or fi ne dining.

Conclusions & Implications• Consistent with national trends, 2013 was a year of

3A Planning Meeting

R E S E A R C H | 9

mixed results for travel and tourism in Arkansas.• The good news was that both Arkansas and the

country as a whole experienced continued growth in demand for overnight marketable leisure trips, the higher value leisure travel.

• While VFR travel (visits to friends and relatives) declined nationwide, Arkansas retained its volume of this type of travel in 2013.

• The one business area that came out ahead in terms of visitor spending was the lodging/accommodations sector.

• After a one-year anomaly, the length of trips overall and the time spent in Arkansas by overnight leisure visitors returned to its typical level in 2013.

Focus Group Research

Overview• This report is based on six focus groups conducted in

March 2014 with past Arkansas visitors and prospects in Memphis, Shreveport and Dallas.

• The primary objective of this research was to assess alignment of the new strategy with perspectives in these markets (research had not been conducted in Memphis or Shreveport previously due to facility limitations).

• Lynette Xanders moderated all groups and developed this report of fi ndings and recommendations.

Summary• Perspectives from these markets validated our

foundational learning from last year’s research (regarding decision processes, information sources and primary drivers). We are on the right track in terms of what we say and how we say it to motivate people to travel to Arkansas.

• The current campaign direction is a rich vein that should continue to be delivered/explored until the “variety” and “disruption” objectives have been reached. (People rethink Arkansas, and realize there’s a variety of things to do for everyone in addition to being a naturally beautiful place.)

• The current campaign provides a strong and clear message of “a variety of things to do” (that surprises people) and succeeds in motivating them to consider visiting Arkansas.

• Tweaks that could be made to optimize the current campaign, as well as additional opportunities to maximize our impact in the future, are outlined here.

Key Findings: New Data/Ideas• Memphis and Shreveport seem less affl uent and may

not have the payback of other markets like Dallas. Mountains are a big lure for each but the drive from Memphis and Shreveport for what “lies beyond” the drive is an additional hurdle.

• The drive from Dallas is scenic and conveys the promise of natural beauty. They seem to travel more often (not only to camp) and be interested in participating in more activities than our other two markets if prioritization will help us make a bigger impact in a few select markets.

• Consider outdoor billboards outside of the metro (on the way to Oklahoma, for example) to convey information about our similar proximity/drive time.

• Drive time is a major consideration, and many don’t “do the math” to know how far various attractions in Arkansas are from them. An easy to fi nd “drive time” infographic/map may help secure the possibility of visiting various attractions quickly.

Opportunities for Campaign Optimization• Some countered our information with “we have

that here.” Playing up the differences in an Arkansas experience would be a good additional element to layer in here from “off the beaten path” (without the “hustle and bustle”) or “outdoor adventurers dream” (water so clear you can snorkel/scuba dive).

• A distinguishing characteristic and additional layer to this strong campaign would be to develop a distinctive voice for our brand. The copy should demonstrate our personality that is so appealing (friendly, down-to-earth). Currently, our copy says many of the right things but is descriptive in a fl owery way as opposed to inviting people to experience it in a charming way.

1 0 | 2 0 1 5 S P R I N G / S U M M E R C O N S U M E R C A M P A I G N

“IT’S ALL ABOUT THE JOURNEY.”

Creative Rationale

Vacations aren’t about arriving at a destination. They’re about the journey… the journey from stressed out, tired and distracted to relaxation, excitement and rejuvenation.

Your creative team studied research from Longwoods, the Department and Wild Alchemy; talked to vacationers, staff and the industry; and traveled around the state fi lming and experiencing the myriad Arkansas vacation offerings. Then we crafted a strategy that shows off the many awesome Arkansas journeys available to vacationers, and the many, many fun, surprising, quirky, enjoyable, educational, delicious, refreshing and delightful stops they can make along the way.

Wild Alchemy’s Year 2 Marketing Qualitative Report said that we have “clearly communicated intended messages and succeeded in motivating people to consider visiting. We couldn’t be in a better position.”

Wild Alchemy’s research also said loudly “We Need a Voice,” and this campaign delivers it. The voice is real, believable, genuine, fun, unexpected and pretty darn cool. We show people, places and activities that are real, believable, genuine, fun, unexpected and pretty darn cool. The creative executions take you on that journey of discovery and talk like we talk– and like we communicate on social media and in text messages.

Today’s social media-savvy audiences don’t want to be advertised to… or at. The trick is to get our laundry list of great Arkansas locations and activities in front of them in a way that’s charming, entertaining, believable and fun. We believe this campaign does that very well. All the executions grab attention with a single photo, fact, place or activity, and then deliver an “oh, by the way” list of other great vacation possibilities (or BTW, in social media parlance).

Campaign Specifi cs

The campaign consists of two 30-second general consumer TV spots along with six 15-second spots tailored to the DMAs. In addition, the three-minute Branson video will also entice visitors there to cross the border and explore Arkansas.

The campaign further promotes the DMAs with six 30-second radio spots written for each area’s specifi c offerings.

Print ads include six general full-page DMA ads, three statewide general interest ads and six to nine niche ads (for areas like fi shing, motorcycling, urban, weddings, etc.) Half-page print ads for motorcoach, meetings and conventions, and newcomers round out the campaign.

In accordance with Wild Alchemy’s suggestion to optimize and play up the unique in Arkansas, the campaign shows us Pour Jon’s Coffee and Vinyl Shop, Johnny Cash’s boyhood home, neon-lighted bridges at night, mystical creatures in a botanical garden and sophisticated urban eateries in tiny out-of-the way towns. Of course, tourism mainstays like Hot Springs, Eureka Springs, Little Rock, the Buffalo National River, Delta and our beautiful rivers, lakes and mountains are prominently featured as well.

Wild Alchemy pointed out that Arkansas is a bit of an “off the beaten path” destination, and a “best-kept secret.” The campaign utilizes the DMA concept pioneered last year to direct travelers to undiscovered gems, locations and activities in those regions. The result is that the whole state is represented, and individual regions are allowed to shine in their own right, demonstrating their own unique attractions and destinations.

2 0 1 5 S P R I N G / S U M M E R C O N S U M E R C A M P A I G N | 1 1

Buffalo National River

Could be the country’s first National River. Or a mountain bike trail rated “Epic” by IMBA. Or the Ale Trail of craft breweries. Wherever

the path leads you in Arkansas, discovery awaits. If you’re adventurous enough, bold enough, this is a road you’ll return to for years

to come. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Womble Trail, Hot Springs Diamond Bear Brewery, North Little Rock Cossatot River State Park

#VisitArkansas

YOUR TRIP BEGINS HERE


River Lights, Little Rock

Like high-rises and illuminated bridges and rivers and lakes and shop windows and diamonds (yes, real diamonds). But there’s also

undiscovered swimming holes and welcoming locals and one of the finest American art museums in the country and lots more.

Come see us. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Buffalo National River Crystal Bridges Museum of American Art, Bentonville Cossatot River State Park

#VisitArkansas



Beaver Lake

28 Springs, Siloam SpringsLongbow Resort, Prim The Promenade, Hot Springs

After paddling a crystal-clear lake, sampling local craft brews and discovering a hip little town your friends have never heard of, it’s

perfectly permissible to just sit and chill. In fact, it’s encouraged here in Arkansas. Plan a trip that will really recharge the batteries.

ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas



Siloam Springs Kayak Park

We have white water. Some places have museums; we have one of the finest museums of American art in the country. Other areas have restaurants; we have James Beard award winners and nominees, the Ale Trail of craft beers and farmers markets bursting with local goodness. Come see us. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Bass Reeves Statue, Fort Smith James at the Mill, SpringdaleFayetteville farmers market

#VisitArkansas



Garvan Woodland Gardens, Hot Springs

There’s a lakeside botanical garden in Arkansas with a few surprises alongside the peonies, tulips, chrysanthemums and hydrangeas. Also surprising? Bathhouse Row’s turn-of-the-century spas, one of the EPA’s “Cleanest Lakes in America” and a Smithsonian-affiliate science museum. Come. Let us surprise you. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Hope Watermelon Festival Crater of Diamonds State Park, Murfreesboro Lake Ouachita, Hot Springs

#VisitArkansas



Boyhood home of Johnny Cash, Dyess

Come see where Johnny Cash grew up and drew a lot of his inspiration. And while you’re in the Upper Delta of Northeast Arkansas, check out some rockabilly or blues music, visit a home where Ernest Hemingway wrote or cruise the legendary Great River Road. There’s plenty to do here. Crank up the tunes and come see us. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Hemingway-Pfeiffer Museum, Piggott Bistro 1121, Blytheville The Ridges at Village Creek, Wynne

#VisitArkansas



Longbow Resort, Prim

In Arkansas, your room might be next to a waterfall, on a houseboat, in a cave, on a dude ranch, at a picturesque B&B, on the banks of a burbling stream or in a high-rise in the heart of a bustling, modern metropolis. Wherever you book, look outside and you’ll be amazed at the discoveries that await you. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

White River Buffalo National RiverHorseshoe Canyon Ranch, Jasper

#VisitArkansas



Delta Resort and Spa, Tillar

“Darn” is also acceptable if you happen to miss. But you can’t miss with the Lower Delta’s activities and experiences for the whole family. See the first European settlement in the Lower Mississippi Valley, discover some great tamales or fish for bass on the largest oxbow lake on the continent. There’s lots more, so come see us. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Mississippi River State Park Crenshaw Springs Water Park, White Hall Pickens Country Store & Restaurant, Pickens

#VisitArkansas



#VisitArkansas


Diamond Bear Brewery, North Little Rock

The craft beer scene in Arkansas is hopping. You can enjoy gourmet brewpub fare with local ingredients and sample international award-winning brews. But for the first part of the day, you might consider some of the other attractions that make Arkansas the perfect, undiscovered vacation paradise. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Pinnacle Mountain near Little Rock Junction Bridge, Little Rock/North Little Rock Scott


#VisitArkansas


James at the Mill, Springdale

Arkansas actually has a few James Beard award winners and nominees. Surprised? Don’t be. We are, in fact, full of surprises. Like one of the finest museums of American art in the world. A park where you can dig for diamonds and keep what you find. More than 9,700 miles of rivers and streams and 600,000 acres of lakes. Come surprise yourself. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Jones’ Bar-B-Q Diner, MariannaBrave New Restaurant, Little Rock The Hive, 21c Museum Hotel, Bentonville


Highway 278 over the Cossatot River

Scott The Pig Trail, Highway 23 Eureka Springs

It may be the white-water stream you and your buddies cross on the way to a majestic mountain lake. On the highway that winds through friendly little towns with “we love bikers” signs. Just past the state park where you can dig for diamonds and keep what you find. All in all, Arkansas’s a great place to point your two wheels. GET YOUR FREE ARKANSAS MOTORCYCLING GUIDE BY VISITING ARKANSAS.COM OR CALL 1-866-566-5727.

#VisitArkansas



Oaklawn Racing & Gaming, Hot Springs

Southland Park Gaming & Racing, West Memphis Oaklawn Racing & Gaming, Hot Springs Southland Park Gaming & Racing, West Memphis

After you win big at our casinos, you can step outside and feel even luckier that you can take a dip in a clear mountain lake or river, enjoy world-class cuisine, friendly locals, tour a winery, distillery or brewery, zip-line through the mountains, paddle some white water… Yep, we’ve pretty much got it all here. Come see us. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas



Thorncrown Chapel, Eureka Springs

Anthony Chapel at Garvan Woodland Gardens, Hot Springs Hunt Chapel, RogersMarlsgate Plantation, Scott

The one guests talk about, remember, measure others by. In Arkansas, you can get married in an historic B&B, an architectural award-winning glass-and-wood cathedral, on a mountaintop, in a botanical paradise or in a juke joint. You can have symphonic music or bluegrass. Haute cuisine or barbecue. We got you covered, couples. ORDER YOUR ARKANSAS DESTINATION WEDDING GUIDE AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas



White River

Norfork Lake Cossatot River State Park Buffalo National River

One of our rivers produced a world-record brown trout. One of our lakes produced a world-record striper. One of our towns produced a president and another produced his presidential library. Then there’s Delta blues, the Ozark and Ouachita mountains, funky little towns, and amazing scenic drives and rides. All in all, Arkansas’s got it going on. Come see us. ORDER YOUR FREE ARKANSAS WATER & WOODS GUIDE AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas



Junction Bridge, Little Rock/North Little Rock

On the Arkansas River Trail, you can race the river, cross the lighted Big Dam Bridge or just take in the scenery. On the Womble, Upper Buffalo or Lake Ouachita Vista (IMBA Epic Trails), you can glory in the grit. You can climb mountains or enjoy the flat Delta. Dismount and you can see great art, enjoy epic meals and sample local wines, spirits and brews. There’s a lot to see and do here. Come see us. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Epic-rated Womble Trail, Hot Springs Mount Magazine State Park Fayetteville

#VisitArkansas



Vogel Schwartz Sculpture Garden, Little Rock

Crystal Bridges Museum of American Art, BentonvilleArts and Science Center for Southeast Arkansas, Pine Bluff Fort Smith Regional Art Museum

Some grow internationally acclaimed sculpture. Others surround a world-class museum of American art. Or architectural

masterpieces situated on a pristine mountain lake. Some are free, while others are super affordable. And all are waiting on you.


#VisitArkansas



Longbow Resort, Prim

Oak Crest Cottages and Treehouses, Eureka Springs Shady River, Pocahontas Horseshoe Canyon Ranch, Jasper

Mountain cabins, lake cabins, river cabins, cabins in the woods… we got ’em. And if you prefer some other accommodation, we have a resort built around a waterfall. Dude ranches that rival anything in the West. Houseboats you can pilot yourself. And plenty of sophisticated high-class hotels. Pretty cool, huh? ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas



Media StrategyAdults between the ages of 25-54, with a focus on women and families, is the primary target for the Spring/Summer 2014 campaign, with a secondary target including adults ages 55+. The primary geographic target markets include our contiguous states: Texas, Tennessee, Oklahoma, Missouri, Mississippi and Louisiana; secondary geographic markets include Ohio, Minnesota, Michigan, Indiana, Iowa, Illinois, Kentucky and Kansas.

TelevisionA combination of 30-second and 15-second television ads are used in combination to stretch the media budget and achieve more frequency within placed schedules and to allow the Arkansas message to be on the air for longer periods of time. A media mix of broadcast, spot cable/satellite/AT&T U-verse, AT&T Engage TV, Hulu online televsion, PBS-TV online television and Yume Connected TV advertising is placed inviting travelers to plan a vacation in Arkansas.

A cable co-op is being offered in a few select markets. Partner 15-second spots are married with Arkansas’s 15-second spots to create a 30-second spot.

Hulu Television MarketsArkansasEast TexasLouisiana MississippiMissouriOklahomaWest Tennessee

Branson Television The three-minute video overview of the state is customized with a message to reach potential consumers in this valuable market on two in-hotel-room networks: Branson Visitor TV and Branson Vacation Channel. This video is placed to reach travelers in their hotel rooms, campsites and businesses around Branson with a message about vacationing in Arkansas.

In-State and Out-of-State Hispanic TelevisionSpanish television schedules will run in Central and Northwest Arkansas, as well as Dallas and Houston, in conjunction with spot television

Broadcast

Springfield

St. Louis

Kansas City

Monroe/El Dorado

Shreveport/Texarkana

Alexandria

Jackson

Dallas/Fort WorthTyler/Longview

Waco/Temple/Bryan

AustinHouston

Tulsa

Oklahoma City

Little Rock

Jonesboro

MemphisFort Smith/Fayetteville

Broadcast & Cable TV Markets

Cable

LafayetteNew Orleans

Baton Rouge

Television


In-State and Out-of-State Radio/Early Summer Value CampaignFor the fourth year, we will again implement the Early Summer Value Campaign to remind and encourage Arkansas residents, as well as residents in our closest feeder markets, to plan a vacation in The Natural State. Industry partners will have the opportunity to participate by offering special deals and coupons

for visitors on the Deals and Coupons page of Arkansas.com. Partners also have the opportunity to marry their 30-second spot with Arkansas’s 30-second spot to air in-state.

Radio will also run to support the general consumer campaign and, as with the Summer Value campaign, partners can marry their spots to Arkansas’s spots.


MagazineIN-STATE – CITY/STATEArkansas Business Publishing GroupArkansas BrideArkansas BusinessLittle Rock FamilyLittle Rock Soiree’Arkansas Times PublishingArkansas Made (Annual)Arkansas TimesArkansas WildEl LatinoFood & FarmSavvy KidsNorthwest Arkansas Business Journal PublishingNorthwest Arkansas Business JournalNorthwest Arkansas Business Journal Newcomer’s GuideVowell, IncArkansas Money & PoliticsAY MagazineIndependent Arkansas MagazinesArkansas GrownArkansas LifeAt Home Arkansas WeddingsCelebrate ArkansasCitiscapes Northwest ArkansasDo South in the Fort (formerly @ Urban)E! Fort SmithEdible OzarkansasFront Porch Hola ArkansasJonesboro OccasionsLa Prensa (Northwest Arkansas)Talk Business & PoliticsViva Arkansas

OUT-OF-STATE – REGIONAL/NATIONAL417 Magazine (Springfi eld)AAA Southern TravelerAAA Texas JourneyAAA TourbookAARP: The MagazineAmerican Art CollectorAmerican RoadAmerican WayAudubonAustin MonthlyBicyclingBrand USA Discover America Inspiration GuideBridesCloud 9Cottage JournalD Magazine

Delta Sky MagazineDucks UnlimitedEndless VacationEscape to the SoutheastFamily FunFort Worth MagazineGarden & Gun Guideposts MagazineHoustoniaIn-FishermanKC MagazineLocal PalateLouisiana Life MagazineMemphis MagazineMidwest Living (& Best of the Midwest)Missouri Life MagazineNational Parks MagazineNature Conservancy MagazineOklahoma MagazineOutside MagazineOxford AmericanRide TexasRider MagazineRoadRunnerSlice (Central Oklahoma)Southern Gaming and DestinationsSouthern LivingSouthern Living Weddings Special SectionSouthwest SpiritSt. Louis MagazineTexas Monthly (Print and Digital)Wing World

Out-of-HomeDrivers on major interstates coming into Arkansas are greeted with an invitation to stop at one of the Arkansas Welcome Centers for free Internet access, coffee and information about things to do and see while in The Natural State. Outdoor boards are placed near Welcome Centers in Van Buren/Fort Smith, Texarkana and Blytheville. Other board locations are under consideration in West Memphis, El Dorado and Lake Village.

New this year is Digital Outdoor, running in a few key feeder markets: Dallas, New Orleans, Kansas City and Oklahoma City.

Southwest Airlines Wi-Fi advertising, which was tested in Fall, is running again in Spring. Ads run on the Southwest Airlines infl ight Wi-Fi.


OnlineThe online strategy for Spring/Summer 2015 is to generate mass reach of the Arkansas creative message with the various target audiences and drive consumers to Arkansas.com. The plan will be comprised of primarily 15-second pre-roll video ads running on mass reach and vertical websites. These video ads will run on both mobile (smartphone and tablets) and desktop websites. The recommended websites and ad networks are:

Yahoo!YUME Video Ad NetworkUndertone Ad NetworkMillennial Mobile Ad NetworkPandoraShazamCentro Ad NetworkOutdoor Life/Field & StreamMeredith Women’s NetworkBicyclingMotorcycleMapQuest MobileArkansas TimesCity Wire

Television Broadcasters of ArkansasThe partnership with the Television Broadcasters of Arkansas continues to be a successful one providing a minimum of two bonus spots for every paid one. Thirty-second spots rotate on eight broadcast television stations in Little Rock, Fort Smith/Fayetteville and Jonesboro.

Co-operative AdvertisingCo-operative advertising opportunities are available to industry partners in publications like the Arkansas Tour Guide, Regional Tourism Association Guides, newspaper inserts and the Water and Woods outdoor guide. In addition, the Department and its media partners are able to offer the industry reduced rates in select regional and national publications including D Magazine, Memphis Magazine, Southern Living and Texas Monthly.

Consumer Magazine Co-opsAAA Southern TravelerAAA Texas JourneyBridesD MagazineKansas City MagazineMemphis MagazineOklahoma MagazineSouthern LivingSt. Louis MagazineTexas Monthly

Group Tour Magazine Co-ops CourierGroup Tour MagazineGroup Travel LeaderLeisure Group TravelSelect Traveler

Mount Magazine State Park

Beaver Lake

Buffalo National River

Bear Creek Lake, Mississippi River State Park Garvan Woodland Gardens, Hot Springs

Riverfront Park, Little Rock

Highway 278 over the Cossatot River

Online campaign


Newspaper insert

Newspaper InsertReaching millions of potential visitors to The Natural State, the Spring/Summer 2015 newspaper insert provides members of the industry a proven way to reach consumers in key feeder markets with a message about an Arkansas vacation.

Group Travel Marketing: Motorcoach, Meetings and ConventionsThis campaign targets group travel planners, motorcoach tour operators, sporting events, student travel, and meeting and convention planners, providing

advertising that cities all around the state can build upon to attract group tours to the state.

MagazinesArkansas Society of Association ExecutivesConventionSouthCourierDestinationsGroup TourThe Group Travel LeaderGroups TodayLeisure Group TravelMeetingsFocus SouthRejuvenateReunions MagazineSelect TravelerStudent Group Tour

Newcomer Marketing: Retirement and RelocationAds featuring the high quality of life, abundance of things to see and do, the low cost of living and four distinct seasons are placed in publications targeted to groups considering retirement and relocation.

MagazinesAAA Home & Away (Oklahoma)AAA Living (Illinois)AAA Midwest Traveler (Missouri)AARP: The MagazineBirds & BloomMemphis MagazineMidwest LivingTexas MonthlyTravel 50 & BeyondWhere to RetireArkansas Tour GuideArkansas Water & WoodsSpring/Summer Arkansas Newspaper Insert

OnlineCentro Online Ad Network

Bonus ExposureArkansas will receive more than $2.9 million dollars of bonus media in the form of discounted rates, free ads, ad upgrades, free reader service and website exposure. This bonus media is negotiated by CJRW on behalf of the Department to increase the overall reach and frequency of the campaign. For Spring/Summer 2014, the bonus media will give Arkansas more than 52% of additional media exposure.

Newspaper Insert Markets

St. Louis

Springfield

Monroe

JacksonAlexandria

Opelousas

Lafayette

ShreveportDallas

TylerLongview

Tulsa

Oklahoma City

Arkansas(Statewide)

Memphis

Newspaper Insert

Newspaper insert


#VisitArkansas


Arvest Ballpark, Springdale

Altus

Mark Martin Museum, Batesville

Surprise! Arkansas has high-tech meeting spaces! And Internet! And comfortable chairs! And great food! But you probably won’t spend all your

time in meetings here, so we also have fabulous museums, microbreweries, wineries, mountains, clear-water lakes and rivers, and a whole lot more.

Send for your Meeting Planners Directory today. VISIT ArkansasGroupTravel.com FOR SITE LOCATIONS OR EMAIL [email protected].

Esse Purse Museum, Little Rock

Clinton Presidential Center, Little Rock

Crystal Bridges Museum of American Art, Bentonville

Johnny Cash boyhood home, Dyess

We have one of the finest museums in the country here… great weather, people, schools and health care, too. And when you move here, you can take advantage of our glorious mountains, lakes, rivers, excellent restaurants and so much more. Come see us. Request a Retirement and Relocation Guide. VISIT RELOCATETOARKANSAS.COM OR CALL 1-888-NATURAL FOR YOUR FREE “LIVING IN ARKANSAS” GUIDE.

Garvan Woodland Gardens, Hot Springs#VisitArkansas


#VisitArkansas


Arkansas & Missouri Railroad, Van Buren

Crater of Diamonds State Park, Murfreesboro

Museum of Native American History, Bentonville

Group tours in Arkansas can start in a microbrewery and end in a real diamond mine (where you can keep what you find).

Or maybe go from canoeing to a presidential library. Or from a paddlewheel cruise to Arkansas’s tallest Native American mounds.

The adventures just never stop here. FIND OUT MORE BY VISITING ArkansasGroupTravel.com OR CALLING 1-800-872-1259.


Garvan Woodland Gardens, Hot Springs

The Great Passion Play, Eureka Springs


Moving to Arkansas is a wise move… four distinct seasons, nice weather, excellent health care, schools and infrastructure. Plus one

of the finest museums in the country, a presidential library, fine dining, great outdoor activities, rivers, mountains, lakes and a bunch

more. Come see us. VISIT RELOCATETOARKANSAS.COM OR CALL 1-888-NATURAL FOR YOUR FREE “LIVING IN ARKANSAS” GUIDE.

Lakeport Plantation, Lake Village#VisitArkansas


Clinton Presidential Center, Little Rock

Mississippi River

Oaklawn Racing & Gaming, Hot Springs

Arkansas has meeting and convention facilities large and small. In cities and towns and on riverbanks and mountaintops. With activities

ranging from paddleboat cruises to zip lines. Great food, breweries, wineries and shopping. Send for your Meeting Planners Directory today.

VISIT ArkansasGroupTravel.com FOR SITE LOCATIONS OR EMAIL [email protected].

Heifer Ranch, Perryville#VisitArkansas



Eureka Springs

Bass Reeves Statue, Fort Smith

Sorry to make your job more challenging, but your tour patrons will have plenty to keep them busy in Arkansas. A presidential

library, award-winning cuisine, wines and craft beers, blues music… the list goes on and on. FIND OUT MORE BY VISITING

ArkansasGroupTravel.com OR CALLING 1-800-872-1259.

Clinton Library, Little Rock#VisitArkansas


Vacation Planning KitThe Arkansas Tour Guide, State Parks Guide, Calendar of Events, Adventure Guide and offi cial State Highway Map are bundled together as the fulfi llment piece for the marketing campaign. Online versions of the Tour Guide and State Parks Guide are available at Arkansas.com for digital download.

Meeting and Conventions ads

Motorcoach ads

Retirement/Relocation ads

Vacation Planning Kit

3 4 | R E J U V E N A T I O N T O U R

During the summer of 2014, the Arkansas Department of Parks and Tourism launched its second Rejuvenation Tour visiting towns and communities across the state. The road trip started in Van Buren and wrapped up in Texarkana after the team traveled 1,100 miles.

The purpose of the tour was to inform local tourism leaders about ways in which the Department can assist in the marketing and promotion of area attractions, outdoor activities, festivals, special events and lodging establishments.

The three-hour meetings were led by Joe David Rice, along with members of the Department’s Communications Section including Zoie Clift, Jill Rohrbach and Kim Williams.

CJRW’s marketing team assisted the Department by encouraging local tourism industry leaders and operators to take advantage of the cooperative marketing programs that are offered as an extension of the state’s marketing and advertising campaign. Aristotle presented ideas for “Hot Deals & Coupons,” and the calendar of events, which has both a printed and an online version. They also stressed the importance of keeping the city listings up to date with current information about places to go and things to see and do.

Helena-West Helena

Little Rock

Texarkana

Van Buren

Springdale Harrison

Mountain View Blytheville

A R K A N S A S T O U R I S M W E E K | 3 5

By proclamation of Governor Mike Beebe, and in recognition of the positive economic, social and cultural impact of the travel and tourism industry, Arkansas celebrated May 3-11, 2014, as Tourism Week in conjunction with the U.S. Travel Association’s National Travel and Tourism Week.

Across the state, communities and one county saluted Tourism Week in a variety of ways. Those participating included: Batesville, Bentonville, Blytheville, Corning, El Dorado, Eureka Springs, Fort Smith, Harrison, Helena-West Helena, Lake Village, Little Rock, Mammoth Spring, Newton County, Siloam Springs, Texarkana, Van Buren and West Memphis.

All of the state’s 14 Welcome Centers participated by hosting special events throughout the week and providing samples and door prizes to guests traveling through the state. There were also special celebrations in many of the centers that included musical performances, cook-outs, state park exhibitions and more. For the fi rst year, the Department promoted Tourism Week via social media outlets, posting pictures on Facebook, Twitter and Instagram.

3 6 | R E T I R E M E N T S Y M P O S I U M

In October of 2014, the Arkansas Department of Parks and Tourism organized a Retirement Symposium. Its purpose was educating business and civic leaders about the benefi ts of attracting retirees to their communities and providing them with information on advertising opportunities directed at the retiree market.

The symposium drew more than 50 participants from across the state. The opening keynote speaker was Kathy Deck, director of the Center for Business and Economic Research with the Walton College of Business at the University of Arkansas. Deck presented statistics on the economic impact of retirees on their new place of residence. A speaker panel composed of representatives from the banking, continuing education, health care, military and real estate industries discussed the benefi ts retirees bring to each of their respective niches.

Department staff, along with representatives from Arkansas Business Publishing Group and CJRW, presented current and future advertising opportunities available to communities and businesses wishing to attract potential retirees. Aristotle, Inc. gave attendees a sneak peak at the upcoming redesign of the Department’s retirement website.

Dr. Mark Fagan, department head emeritus of Sociology and Social Work at Jacksonville State University in Alabama, closed the day with a presentation on how to market a community to retirees. Dr. Fagan’s primary area of research has been on the economic impact of retirees and how they can be attracted to relocate to a community, with a specifi c focus on retirement community development – researched, planned and naturally occurring. Attendees received a copy of his book Retirement Development: A How-To Guidebook.

A R K A N S A S . C O M | 3 7

The Year of Responsive Design2014 has been a year of innovation in Web development, and Arkansas.com once again leads the pack with its new responsive design website. The new Arkansas.com marries beautiful design, interesting content, strategic search engine optimization and a great user experience to draw connected visitors to The Natural State no matter what device they use to access the Internet.

In fact, visits from mobile devices represented 50% of all traffi c to Arkansas.com in 2014, and that trend will only grow. Business to Consumer reported that as of April

2014, Americans owned 143 million smartphones and 71 million tablets, while CNN reported that Americans use smartphones and tablets more often than PCs to access the Internet.

“Not all responsive design is created equal,” explains Marla Johnson, Aristotle CEO. “In developing the new Arkansas.com, Aristotle chose the best responsive design practices, focused on the user experience and carefully crafted a state tourism site that will perform at its best on a desktop, tablet or mobile device.”

3 8 | A R K A N S A S . C O M

Telling Arkansas’s Story

The new mobile-friendly, interactive site presents the personality of Arkansas with inspirational photography, eye-catching typography, captivating video and compelling stories. Throughout the site, visitors are introduced to the fascinating people and adventures they will experience on their Arkansas journeys. The main page features:

A stunning main page photothat changes monthly

A Festivals and Events carousel

A DMA graphic block focusing on the six unique areas of the state

Get Your Tour Guide link and a monthly “Arkansas Accolade”

This photo block always features youthful, “outdoor-fun” images

A R K A N S A S . C O M | 3 9

Timely Main Page Images

The top, core image on the main page changes monthly to feature striking seasonal images that promote the different areas and activities visitors can enjoy in Arkansas.

4 0 | A R K A N S A S . C O M

Arkansas’s Online Publication

What makes the new website truly unique is that it is more like an online magazine than a static site. Relevant content can change monthly to refl ect the very best year-round attractions the state has to offer. Compelling photographic blocks are used throughout the site to present the people, voice and personality of the state.

Meet Arkansas Artisans“Artist” panels on the site focus attention on Arkansas’s amazing artisans. The graphics introduce the artists, provide links to area attractions and give visitors a chance to hear what the artists have to say about their work in their own words. Links to the artists’ websites help promote visits to their studios.

DMA Focused PanelsDMA panels put the focus on the six unique areas of the state and present a “personality” for each area. The interactive map lets visitors see where the area is located in the state. Visitors can click to fi nd out more about the featured personality in a blog post and to add an event or location to their trip planner.

A R K A N S A S . C O M | 4 1

Arkansas AdventuresFrom enjoying a road trip along Arkansas highways and byways to cycling a scenic trail or experiencing adventure lodging, the new Arkansas.com uses interactive graphic panels to focus attention on the different types of adventures Arkansas has to offer.

4 2 | A R K A N S A S . C O M

Destination Marketing Areas

In 2014, the state was divided into six distinct destination marketing areas (or DMAs) in order to provide site visitors with more focused, bite-sized content. DMA assets on the site not only help visitors identify the features of each area of the state, they also make trip planning a breeze.

Content-Rich Landing PagesEach DMA has its own rich landing page that promotes the area and encourages travelers to make plans to visit.

Inviting ImagesStunning seasonal images with an illustrated map show where the area is located in the state. City names link to the city’s detail page.

Local Fun“Festivals and Events” icons highlight upcoming local fun. Click on a specifi c event for more details or to access the annual DMA Calendar of Events.

Captivating VideoDMA-specifi c videos provide insight into the feel and fl avor of each area. With 50% of leisure travelers watching online travel videos, these fun clips are perfect for marketing to potential visitors.

Unique AttractionsThe “Uniquely” section highlights six special features of the DMA and gives visitors another “at-a-glance” way of seeing what the region is about. Links to partner sites provide valuable sales leads to tourism partners.

A R K A N S A S . C O M | 4 3

Updated Partner Listings

Partner listings on the site were updated to provide larger, more detailed maps that help visitors fi nd businesses and events. Pinterest “Rich Pins” will also be placed on photos on detail pages, making it easy for visitors to socially share tourism partner information. These new updates help direct site visitors to exactly where they want to go and make including tourism partners in trip planning easier.

4 4 | A R K A N S A S . C O M

Focusing on Results

The redesign of Arkansas.com emphasizes results, namely connecting visitors to industry partners. Enhanced site architecture and clear calls to action drive site visitors straight to the content they want. By creating a streamlined path to vital travel information, we’ve made it easier for people to take action, such as visiting partner sites and planning trips.

The new site also makes it easier for Department staff to keep content fresh and up-to-date. Additional Internet marketing activity in 2014 included:

State-of-the-Art CMSA new state-of-the-art Content Management System (CMS) empowers Department staff to update any portion of the site and to keep content fresh and compelling.

Social and User Generated ContentInteracting with others on the Web is now a common user-demand, and the new Arkansas.com steps up to this challenge. The CMS not only empowers Department staff to post new content in multiple places on the site but also to review and post curated and user-generated content. Social content, blog posts, Instagram photos, tweets or Facebook posts can be pulled into Arkansas.com to enable users to share their Arkansas travel experiences with others.

Responsive Mini-SitesAs part of the redesign, several popular Arkansas mini-sites were also treated to a responsive design update. The mini-sites updated include Fishing, Weddings, Motorcycling, and Retirement and Relocation.

Strategic Content Marketing The Department, Aristotle and CJRW worked together in 2014 to develop a content marketing plan that would enable the three partners to coordinate messaging for maximum exposure. A 24-month editorial content marketing calendar allows all parties to plan ahead and to leverage new content to its fullest potential.

Strategic Search Engine OptimizationOrganic search remains the leading driver of traffi c to Arkansas.com. From January to June 2014, Arkansas received 2,140,086 organic visits – 66% of total site traffi c for that period. Aristotle utilizes the latest search engine technology and expertise to determine what visitors and potential visitors are looking for. Aristotle’s continued SEO efforts keep Arkansas.com relevant, visible and competitive in online search rankings.

New Email InitiativesAristotle and the Department worked together to create an all-new email marketing program for 2015 that features advanced new software, new layout, an updated email list and more precise subscriber segments. A new content calendar coordinates email, social and website content, creating a seamless user experience across multiple channels.

Social IntegrationThe new Arkansas.com makes social engagement easier than ever. Visitors can pin breathtaking photos to Pinterest boards, share business listings on Facebook pages or tweet about upcoming events, all within the framework of the website. New social tracking tools help measure performance and craft the perfect message.

A R K A N S A S . C O M | 4 5

Come. Sit. Stay & Play – in Arkansas“BARKansas,” a new campaign launching in late summer 2015, will feature user-generated photos and videos of four-legged family members vacationing in The Natural

State. Aristotle and the Department will develop the campaign rules, regulations, technical specifi cations and campaign creative and will put together prize packages in partnership with CJRW.

4 6 | 2 0 1 4 - 2 0 1 5 F A L L / W I N T E R C O N S U M E R C A M P A I G N

Media Strategy A broad mix of media, which included television, print,

radio, online and out-of-home was used in Fall/Winter to reach the consumer target audiences.

Break away from the daily grind in Arkansas this fall. From breathtaking scenery packed with stunning fall colors

to historic downtowns showcasing their own distinct charms, you’ll never run out of new things to explore.


Petit Jean Mountain, Morrillton #VisitArkansas


Break away from the daily grind in Arkansas this fall. From breathtaking scenery packed with stunning fall colors

to historic downtowns showcasing their own distinct charms, you’ll never run out of new things to explore.


Petit Jean Mountain, Morrillton #VisitArkansas


Museum of Discovery, Little Rock > historic downtown Eureka Springs > Big Dam Bridge, Little Rock / North Little Rock > Doe’s Eat Place, Fort Smith > Arkansas Arts Center, Little Rock

2 0 1 4 - 2 0 1 5 F A L L / W I N T E R C O N S U M E R C A M P A I G N | 4 7

Find America’s best fall color destination in The Natural State. The famous scenic beauty of Arkansas truly reaches its peak in fall, when you can tour historic homes, inspiring museums, exciting trails and more — all fueled by authentic regional cuisine and unique entertainment. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasMount Magazine near Havana


Find America’s best fall color destination in The Natural State. The famous scenic beauty of Arkansas truly reaches its peak in fall, when you can tour historic homes, inspiring museums, exciting trails and more — all fueled by authentic regional cuisine and unique entertainment. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasMount Magazine near Havana

Horseshoe Canyon Ranch, Jasper > Hemingway-Pfeiffer Museum, Piggott > Buffalo National River > Ohio Club, Hot Springs > Bill Clark Wetlands at the Clinton Presidential Park, Little Rock


Coast your way around the perfect combination of city excitement and country splendor in the very center of Arkansas. From enlightening museums to restaurants that lift down-home cooking to high cuisine and one of America’s most popular presidential libraries. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas


William J. Clinton Presidential Center and Park, Little Rock

Coast your way around the perfect combination of city excitement and country splendor in the very center of Arkansas. From enlightening museums to restaurants that lift down-home cooking to high cuisine and one of America’s most popular presidential libraries. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas


Museum of Discovery, Little Rock > Mather Lodge, Petit Jean State Park, Morrilton > South on Main, Little Rock > The Old Mill, North Little Rock > Arkansas Arts Center, Little Rock

William J. Clinton Presidential Center and Park, Little Rock

Catch the refl ection of fall colors in sparkling mountain streams. Get inspired by one of most acclaimed new

art museums, unique shopping at one-of-a-kind boutiques and bustling farmers markets. ORDER YOUR FREE

VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Lego Falls near Batson in the Ozark National Forest #VisitArkansas


Catch the refl ection of fall colors in sparkling mountain streams. Get inspired by one of most acclaimed new

art museums, unique shopping at one-of-a-kind boutiques and bustling farmers markets. ORDER YOUR FREE


Lego Falls near Batson in the Ozark National Forest #VisitArkansas


historic downtown Eureka Springs > nightlife in Fort Smith > antique shopping in Van Buren > Crystal Bridges Museum of American Art, Bentonville > farmers market, Fayetteville

Get away to Arkansas and experience a kaleidoscope of bright autumn colors. Catch trophy fi sh, hike

scenic vistas at sunset, descend into cool caverns, and zip across colorful treetops. ORDER YOUR FREE


Little Red River near Heber Springs #VisitArkansas


overlooking the Buffalo National River, America’s fi rst national river > Josie’s restaurant, Batesville > Blanchard Springs Caverns > folk crafts at the Ozark Folk Center > zip line adventure near Jasper

Get away to Arkansas and experience a kaleidoscope of bright autumn colors. Catch trophy fi sh, hike

scenic vistas at sunset, descend into cool caverns, and zip across colorful treetops. ORDER YOUR FREE


Little Red River near Heber Springs #VisitArkansas



Nurture your family with an Arkansas vacation that will entertain and inspire. Pluck pumpkins straight

from the fi eld, see the home where Johnny Cash was born and the barn where Ernest Hemingway wrote

some of his fi nest works. Refresh yourself with authentic local dishes, a round of golf, or unique shopping.


pumpkin patch, Piggott #VisitArkansas


Johnny Cash Home, Dyess > Hemingway-Pfeiffer Museum, Piggott > Southern Tenant Farmers Museum, Tyronza > The Ridges at Village Creek, Village Creek State Park > shopping in downtown Rector

Nurture your family with an Arkansas vacation that will entertain and inspire. Pluck pumpkins straight

from the fi eld, see the home where Johnny Cash was born and the barn where Ernest Hemingway wrote

some of his fi nest works. Refresh yourself with authentic local dishes, a round of golf, or unique shopping.


pumpkin patch, Piggott #VisitArkansas


Let the music revive you while the beautiful scenery and authentic culinary classics refuel your journey

through the history and heritage of the southern delta of Arkansas. ORDER YOUR FREE VACATION PLANNING

KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Blues in the Delta, Helena-West Helena #VisitArkansas


duck hunting in the Delta wetlands > WWII Japanese-American Internment Museum, McGehee > award-winning Jones Bar-B-Q Diner, Marianna > Lakeport Plantation, Lake Village > Paul Michael, Lake Village

Let the music revive you while the beautiful scenery and authentic culinary classics refuel your journey

through the history and heritage of the southern delta of Arkansas. ORDER YOUR FREE VACATION PLANNING

KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Blues in the Delta, Helena-West Helena #VisitArkansas


Spectacular leaves aren’t the only stunning attraction in Arkansas’s southwest corner. You can dig for diamonds

and crystals, soak in the legendary bathhouses of America’s oldest national park, hit the jackpot, and celebrate

in vintage bars. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Gulpha Gorge near Hot Springs #VisitArkansas


Spectacular leaves aren’t the only stunning attraction in Arkansas’s southwest corner. You can dig for diamonds

and crystals, soak in the legendary bathhouses of America’s oldest national park, hit the jackpot, and celebrate

in vintage bars. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Gulpha Gorge near Hot Springs #VisitArkansas


Quapaw Baths & Spa, Hot Springs > Garvan Woodland Gardens, Hot Springs > Ohio Club, Hot Springs > Crater of Diamonds, Murfreesboro > Shady Lake, Ouachita National Forest > Oaklawn, Hot Springs

Find new gears, fueled by stunning scenic beauty in Arkansas. Take a tour through urban trails and over country roads,

all fl anked by award-winning dining and exciting nightlife. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM

OR CALL 1-800-NATURAL.

William J. Clinton Presidential Center and Park, Little Rock #VisitArkansas


Highway 10 near Little Rock > Cane Creek Lake Trail, Cane Creek State Park > Capital Hotel Bar, Little Rock > James Beard award-winning Jones Bar-B-Q, Marianna > Mount Magazine vista

Find new gears, fueled by stunning scenic beauty in Arkansas. Take a tour through urban trails and over country roads,

all fl anked by award-winning dining and exciting nightlife. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM

OR CALL 1-800-NATURAL.

William J. Clinton Presidential Center and Park, Little Rock #VisitArkansas



Only in Arkansas are the scenic overlooks as breathtaking as the winding roads. From America’s best fall color destination

atop the state’s highest peak to the Delta’s Great River Road, all fueled by award-winning barbecue and authentic down-

home-dining. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Mount Magazine near Havana #VisitArkansas


Talimena Byway, Mena > McClard’s Bar-B-Q, Hot Springs > Boxley Valley near Ponca > Fort Curtis, Helena-West Helena > bikers gathering at Clinton Presidential Center, Little Rock

Only in Arkansas are the scenic overlooks as breathtaking as the winding roads. From America’s best fall color destination

atop the state’s highest peak to the Delta’s Great River Road, all fueled by award-winning barbecue and authentic down-

home-dining. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Mount Magazine near Havana #VisitArkansas


The arts take center stage in Arkansas. See a thrilling theatrical performance at the Arkansas Repertory

Theatre, visit thought-provoking art galleries, and discover North America’s only purse museum. ORDER YOUR

FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasArkansas Arts Center, Little Rock


The arts take center stage in Arkansas. See a thrilling theatrical performance at the Arkansas Repertory

Theatre, visit thought-provoking art galleries, and discover North America’s only purse museum. ORDER YOUR

FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasArkansas Arts Center, Little Rock


art walk, Hot Springs > Arkansas Repertory Theatre, Little Rock > Esse Purse Museum, Little Rock > Crystal Bridges Museum of American Art, Bentonville > art gallery, El Dorado

Satisfy your appetite with traditional takes and delicious gourmet twists on Southern classics. Tour a brewery that

uses naturally heated spring water, visit a bountiful farmers market, or lift a glass in one of the nation’s oldest wine

countries. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasdining in Little Rock


Satisfy your appetite with traditional takes and delicious gourmet twists on Southern classics. Tour a brewery that

uses naturally heated spring water, visit a bountiful farmers market, or lift a glass in one of the nation’s oldest wine

countries. ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasdining in Little Rock

Superior Bathhouse Brewery, Hot Springs > catfi sh at the Wilson Cafe > Farmers Market, Fayetteville > James at the Mill, Springdale > Arkansas wine country, Altus


Fall colors never go out of style, making the natural surroundings of Arkansas a perfect backdrop for your special day.

Rustic outdoor scenery and sophisticated downtown locales are just a few reasons The Natural State is the perfect

place to say “I do.” ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasE. Fay Jones designed Cooper Chapel, Bella Vista


Fall colors never go out of style, making the natural surroundings of Arkansas a perfect backdrop for your special day.

Rustic outdoor scenery and sophisticated downtown locales are just a few reasons The Natural State is the perfect

place to say “I do.” ORDER YOUR FREE VACATION PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansasE. Fay Jones designed Cooper Chapel, Bella Vista

Anthony Chapel at Garvan Woodland Gardens, Hot Springs > Hunt Chapel, Rogers > Capital Hotel, Little Rock > historic Marlsgate Plantation, Scott > Thorncrown Chapel, Eureka Springs



Recharge with a relaxing trip to Arkansas. Home to some of America’s best fall color, The Natural State also attracts a rich

variety of watchable wildlife. From America’s fi rst national river to our oldest national park, there’s so much to explore.


Kings River near Kingston #VisitArkansas


Recharge with a relaxing trip to Arkansas. Home to some of America’s best fall color, The Natural State also attracts a rich

variety of watchable wildlife. From America’s fi rst national river to our oldest national park, there’s so much to explore.


Kings River near Kingston #VisitArkansas


Roark Bluff overlooking the Buffalo National River > Cossatot River > Garvan Woodland Gardens, Hot Springs > scenic Mount Magazine > River Market District, Little Rock

duck hunting in the Delta wetlands #VisitArkansas


The abundant fi elds and streams of The Natural State will more than fi ll your limit of fun and excitement this fall.

From the famous fowl of the Delta to trophy-fi lled rivers and lakes, Arkansas offers a lot for outdoorsmen in every season.


duck hunting in the Delta wetlands #VisitArkansas


bluff overlooking the Buffalo National River > Civil War re-enactment, Prairie Grove > canoeing on the Kings River > Chuck’s Southern BBQ, Hot Springs > fi shing on the Little Red River

The abundant fi elds and streams of The Natural State will more than fi ll your limit of fun and excitement this fall.

From the famous fowl of the Delta to trophy-fi lled rivers and lakes, Arkansas offers a lot for outdoorsmen in every season.


With 600,000 acres of lakes, 9,600 miles of rivers and streams, 1,500 miles of hiking trails and two mountain bike trails

offi cially rated Epic, The Natural State’s outdoor activities more than live up to our name. ORDER YOUR FREE VACATION

PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Buffalo National River, America’s fi rst national river #VisitArkansas


Bathhouse Row, Hot Springs National Park > Central High School National Historic Site, Little Rock > Pea Ridge National Military Park > spa, Hot Springs National Park > Fort Smith National Historic Site

With 600,000 acres of lakes, 9,600 miles of rivers and streams, 1,500 miles of hiking trails and two mountain bike trails

offi cially rated Epic, The Natural State’s outdoor activities more than live up to our name. ORDER YOUR FREE VACATION

PLANNING KIT AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Buffalo National River, America’s fi rst national river #VisitArkansas


In The Natural State, scoring big just comes, well, naturally. Afterwards, celebrate your winnings in one of the South’s oldest

bars, discover some classic barbeque, or take in a legendary blues performance. ORDER YOUR FREE VACATION PLANNING KIT

AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Oaklawn Gaming, Hot Springs #VisitArkansas


In The Natural State, scoring big just comes, well, naturally. Afterwards, celebrate your winnings in one of the South’s oldest

bars, discover some classic barbeque, or take in a legendary blues performance. ORDER YOUR FREE VACATION PLANNING KIT

AT ARKANSAS.COM OR CALL 1-800-NATURAL.

Oaklawn Gaming, Hot Springs #VisitArkansas


historic Ohio Club, Hot Springs > Garvan Woodland Gardens, Hot Springs > gaming and dining at Southland Park, West Memphis > King Biscuit Blues Festival, Helena-West Helena


Making family memories just comes naturally in Arkansas. Romp through pumpkin patches, hike trails exploding

with fall color, explore a nationally-ranked children’s museum, or take a thrilling train ride. ORDER YOUR FREE


#VisitArkansasBill Clark Wetlands at the Clinton Presidential Center and Park, Little Rock


Making family memories just comes naturally in Arkansas. Romp through pumpkin patches, hike trails exploding

with fall color, explore a nationally-ranked children’s museum, or take a thrilling train ride. ORDER YOUR FREE


#VisitArkansasBill Clark Wetlands at the Clinton Presidential Center and Park, Little Rock


Pumpkin Patch, Mayfl ower > hiking on Petit Jean Mountain, Morrilton > Museum of Discovery, Little Rock > family fun at Pumpkin Hollow, Piggott > Arkansas & Missouri Railroad, Van Buren

From spending sunny afternoons in picturesque pumpkin patches and national parks to romping through interactive

exhibits in many of our award-winning museums, there’s no better time to make family memories than fall in Arkansas.


#VisitArkansasPumpkin Patch, Mayfl ower


From spending sunny afternoons in picturesque pumpkin patches and national parks to romping through interactive

exhibits in many of our award-winning museums, there’s no better time to make family memories than fall in Arkansas.


#VisitArkansasPumpkin Patch, Mayfl ower


Clinton Presidential Park Bridge, Little Rock > Petit Jean mountain, Morrilton > Museum of Discovery, Little Rock > Pumpkin Hollow, Piggott > Arkansas & Missouri Railroad, Van Buren

Find new gears fueled by stunning scenic beauty. Take a tour through urban trails and over country roads,

all flanked by award-winning dining and exciting nightlife. ORDER YOUR FREE VACATION PLANNING KIT AT

ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas

SCAN FOR RACE INFO

Big Dam Bridge, Little Rock/North Little Rock

Find new gears fueled by stunning scenic beauty. Take a tour through urban trails and over country roads,

all flanked by award-winning dining and exciting nightlife. ORDER YOUR FREE VACATION PLANNING KIT AT

ARKANSAS.COM OR CALL 1-800-NATURAL.

#VisitArkansas

SCAN FOR RACE INFO

Big Dam Bridge, Little Rock/North Little Rock



Whether it’s viewing the childhood home of legendary musician Johnny Cash or visiting the barbershop where Elvis received

his fi rst Army haircut. Going the distance for pieces of musical history is just the beginning. FIND OUT MORE BY VISITING


#VisitArkansas

Historic Washington State Park

boyhood home of Johnny Cash, Dyess

SCAN FOR TRIP IDEAS

Chaffee Barbershop Museum, Fort Smith


Whether it’s viewing the childhood home of legendary musician Johnny Cash or visiting the barbershop where Elvis received

his fi rst Army haircut. Going the distance for pieces of musical history is just the beginning. FIND OUT MORE BY VISITING


#VisitArkansas

Historic Washington State Park

boyhood home of Johnny Cash, Dyess

SCAN FOR TRIP IDEAS

Chaffee Barbershop Museum, Fort Smith

Hot Springs Baseball Trail

From viewing this season’s beautiful gardens to journeying back decades along the Baseball Trail, Arkansas is rich with culture and

history for you to explore. FIND OUT MORE BY VISITING ArkansasGroupTravel.com OR CALLING 1-800-872-1259.

#VisitArkansasP. Allen Smith Garden Home, Moss Mountain

SCAN FOR TRIP IDEAS

WWII Japanese-American Internment Museum, McGehee

Terra Studios, Fayetteville

From viewing this season’s beautiful gardens to journeying back decades along the Baseball Trail, Arkansas is rich with culture and

history for you to explore. FIND OUT MORE BY VISITING ArkansasGroupTravel.com OR CALLING 1-800-872-1259.

#VisitArkansasP. Allen Smith Garden Home, Moss Mountain

SCAN FOR TRIP IDEAS

WWII Japanese-American Internment Museum, McGehee

Terra Studios, Fayetteville

After the meeting is over, the next session will take you by surprise. From spacious and accommodating convention centers to the

beautiful nature just beyond the door, in The Natural State we mix business with pleasure. VISIT ArkansasGroupTravel.com

FOR SITE LOCATIONS OR EMAIL GroupTravel @Arkansas.gov TO REQUEST A FREE COPY OF THE ARKANSAS MEETING PLANNER GUIDE.

#VisitArkansas

SCAN FOR MORE INFO

John Q. Hammons Center, Rogers

Hot Springs Convention Center

Statehouse Convention Center, Little Rock

Garvan Woodland Gardens, Hot SpringsArkansas Convention Center, Texarkana

NOW OPEN

After the meeting is over, the next session will take you by surprise. From spacious and accommodating convention centers to the

beautiful nature just beyond the door, in The Natural State we mix business with pleasure. VISIT ArkansasGroupTravel.com

FOR SITE LOCATIONS OR EMAIL GroupTravel @Arkansas.gov TO REQUEST A FREE COPY OF THE ARKANSAS MEETING PLANNER GUIDE.

#VisitArkansas

SCAN FOR MORE INFO

John Q. Hammons Center, Rogers

Hot Springs Convention Center

Statehouse Convention Center, Little Rock

Garvan Woodland Gardens, Hot SpringsArkansas Convention Center, Texarkana

NOW OPEN

Delta Resort & Spa, Tillar

Stepping out for a minute can be a simple task, but with epic scenery all around, you’ll have to refocus. With engaging convention

centers that are sure to please your main event, The Natural State is full of exceptional facilities, mingling the indoors with the out.

VISIT ArkansasGroupTravel.com FOR SITE LOCATIONS OR EMAIL GroupTravel @Arkansas.gov.

#VisitArkansas

SCAN FOR MORE INFO

Benton Event CenterFayetteville Farmers Market

Fayetteville Town Center

Fort Smith Convention Center

NOW OPEN

NOW OPEN

Delta Resort & Spa, Tillar

Stepping out for a minute can be a simple task, but with epic scenery all around, you’ll have to refocus. With engaging convention

centers that are sure to please your main event, The Natural State is full of exceptional facilities, mingling the indoors with the out.

VISIT ArkansasGroupTravel.com FOR SITE LOCATIONS OR EMAIL GroupTravel @Arkansas.gov.

#VisitArkansas

SCAN FOR MORE INFO

Benton Event CenterFayetteville Farmers Market

Fayetteville Town Center

Fort Smith Convention Center

NOW OPEN

NOW OPEN

Let the famous scenic beauty of Arkansas help you find another gear. From vibrant cities built for active outdoor

lifestyles to inspiring museums and championship golf courses, The Natural State welcomes you to come and take a spin.

VISIT RELOCATETOARKANSAS.COM OR CALL 1-888-NATURAL FOR YOUR FREE “LIVING IN ARKANSAS” GUIDE.

#VisitArkansas#VisitArkansas

SCAN FOR MORE INFOGarvan Woodland Gardens, Hot Springs

Crystal Bridges Museum, Bentonville

The Ridges at Village Creek, WynneRiver Market, Little Rock

The scenic route always leads to more rewards in Arkansas — from trophy-sized fish to championship golf courses, award-

winning restaurants, acclaimed museums and endless trails that link vibrant cities, charming villages and fertile fields.

VISIT RELOCATETOARKANSAS.COM OR CALL 1-888-NATURAL FOR YOUR FREE “LIVING IN ARKANSAS” GUIDE.

#VisitArkansas#VisitArkansas

SCAN FOR MORE INFOWhite River

Little Rock

Blanchard Springs CavernsGulpha Gorge, Hot Springs

Meeting and Conventions ads

Motorcoach ads

Retirement/Relocation ads


OUT-OF-STATE – REGIONAL/NATIONAL417 Magazine (Springfi eld)AAA Southern TravelerAAA Texas JourneyAARP: The MagazineAmerican Art CollectorAmerican Fine ArtAmerican RoadAudubonAustin MonthlyBetter Homes & GardensBicyclingCooking LightD MagazineDelta Sky MagazineEndless VacationFort Worth MagazineGarden & Gun Guideposts MagazineHoustoniaKC MagazineLocal PalateLouisiana Life MagazineMemphis MagazineMidwest Living

Mississippi MagazineMissouri Life MagazineNational Parks MagazineNature Conservancy MagazineOklahoma MagazineOutside MagazineOxford AmericanRide TexasRider MagazineRoadRunnerSlice (OKC Area)SmithsonianSouthern Gaming and DestinationsSouthern LivingSouthwest SpiritSt. Louis MagazineTexas Monthly (Print and Digital)Wing World

IN-STATE – CITY/STATEArkansas Business Publishing GroupArkansas BrideArkansas BusinessGreenheadLittle Rock FamilyLittle Rock Soiree’

Arkansas Times PublishingArkansas TimesArkansas WildEl LatinoFood & Farm

Northwest Arkansas Business Journal PublishingNorthwest Arkansas Business JournalNorthwest Arkansas Guest Guide

Independent Arkansas MagazinesArkansas LifeAt Home Arkansas WeddingsAY MagazineCelebrate ArkansasCitiscapes Northwest ArkansasDo South in the Fort

(formerly @ Urban)E! Fort SmithFront Porch Hola ArkansasJonesboro OccasionsLa Prensa (Northwest Arkansas)Viva Arkansas

MagazinesMagazine advertising ran in the publications listed.


TelevisionA combination of 30-second spots and 15-second spots ran in Fall in broadcast and cable markets. In addition, spots were placed in online television programming through Hulu, on the Connected TV platform through Yume and on ATT Uverse through Engage TV through their cable boxes.

Radio Spot radio was placed to support television in key markets.

Television

Radio

Cable

Spring�eld

Monroe

JacksonShreveportTyler/Longview

Tulsa

Oklahoma City

Arkansas(Statewide)

Memphis

Radio Markets

Radio

Broadcast

Spring�eld

St. Louis

Monroe/El Dorado


Alexandria

Jackson


Waco/Temple/Bryan

Tulsa

Oklahoma CityLittle Rock

Jonesboro


Cable

Hispanic Broadcast

Broadcast

Cable

Hispanic Market

Broadcast

Springfield

St. Louis

Kansas City

Monroe/El Dorado


Alexandria

Jackson


Waco/Temple/Bryan

AustinHouston

Tulsa

Oklahoma City

Little Rock

Jonesboro


Broadcast & Cable TV Markets

Cable

LafayetteNew Orleans

Baton Rouge

Radio

Cable

Spring�eld

Monroe

JacksonShreveportTyler/Longview

Tulsa

Oklahoma City

Arkansas(Statewide)

Memphis

Radio Markets

Radio


Online campaign

OnlineThe online strategy for Fall 2014 was to generate reach and drive consumers to Arkansas.com. The plan was comprised primarily of pre-roll video ads running on both mobile (smartphones and tablets) and desktop websites. The websites were comprised of mass reach ad networks and vertical websites. The websites are below.

Yahoo!YUME Video Ad NetworkMillennial Mobile Ad NetworkCentro Ad NetworkOutdoor Life/Field & StreamMeredith Women’s NetworkMotorcycle

MapQuest MobileArkansas TimesCity Wire

Out-of-HomeWelcome Center outdoor boards and, new in Fall, Southwest Airlines Wi-Fi ads on their internal Wi-Fi network on the airplane were used.

Late Summer ValueAttracting travelers with non-school age children, or boomers traveling without kids, continued to be the message for the Late Summer Value Campaign, which was supported by radio advertising in-state and close feeder markets and cable in close feed markets.

Welcome Center outdoor

WELCOME CENTER EXIT 4 MILES AHEAD

The Inside Scoop on Outside Color


Trail of Holiday Lights television

Television appearances

Trail of Holidays Lights The Trail of Holiday Lights came to life in its 19th consecutive year, with the Holiday Hog stepping off the cover of the brochure and into communities across the state. Jingle (as the mascot was named through a special social media promotion) made 23 visits across the state throughout the campaign to attend parades, lighting ceremonies and special events. Also new in 2014, the brochure contained four pages of winter travel ideas, and outdoor billboards were added to the marketing mix. More than 60 communities participated and were promoted with television, print, social media and distribution of the 24-page color brochure.

Along with the character mascot came an opportunity to expand social media presence and generate excitement with a promotion for naming the Holiday Hog. A 15-second video was developed using existing stop-motion animation in which the Holiday Hog wishes for a name for Christmas. The video appeared on Facebook and Instagram posts using #NameARHog and as part of the television schedule. Viewers were asked to submit their recommendations online. From 235 entries, the name Jingle was selected and revealed during Fox 16 and KTHV Channel 11 appearances on December 23. During the campaign, overall traffi c to the Trail of Holiday Lights page on Arkansas.com grew by 67% (year over year), and by 86% to the events page. For the #NameARHog campaign, there were 172 mentions on social media, reaching a potential audience of more than 93,000.

Outdoor boards were posted for the fi rst time this year near Arkansas Welcome Centers in Blytheville, Texarkana and West Memphis, increasing visibility and distribution of brochures from these locations. The boards were posted with reusable vinyl that was stored for use again next year.

Valuable partnerships with Subway Restaurants, Bank of America, Best Western of Arkansas and Coulson Oil/Shell added more than 300 distribution points for the Trail of Holiday Lights brochure. Other distribution locations included Welcome Centers, visitor centers, chambers of commerce, and advertising and promotion commissions.

W H A T ’ S N E W I N A R K A N S A S T O U R I S M | 5 7

There’s always something new to discover in your favorite cities and towns in Arkansas.

CentralArkansas Diamond Express, Little Rock Zoo Arkansas Game & Fish Foundation Shooting Sports

Complex, JacksonvilleBig Rock Fun Park, Little RockConway Dinner Theater, ConwayDowntown Conway Farmers & Crafts MarketGrassy Lake Water Trail, Mayfl owerOutlets at Little RockSequoyah National Research Center, Little RockStudio Theatre, Little Rock

NorthwestAmazeum, BentonvilleFayetteville Ale TrailHighRise Extreme Air Sports, RogersHogshead Tours, FayettevilleMuseum of Chaffee History, Fort SmithOzark Mountain Hoe-Down Music Theater,

Eureka SpringsParrot Island Water Park, Fort SmithSassafrass Springs Vineyard, SpringdaleWalmart AMP, Rogers

North CentralBatesville Community Center, BatesvilleCave Selfi es, Blanchard Springs Caverns, Fifty SixGravity BrewWorks, Big FlatJamestown Crag, Batesville

NortheastThe Argenta Collection, Walnut RidgeDowntown Playhouse, PocahontasNew Clubhouse at The Ridges at Village Creek,

WynneSouthland Gaming & Racing Expansion,

West Memphis Visitors Information Center, Pocahontas

SoutheastBattery C Park, Helena-West HelenaCrenshaw Springs Water Park, White Hall Helena Visitor Center/Estevan Hall, Helena-

West HelenaThe New Community Theatre, Pine Bluff

SouthwestAdventureworks Hot SpringsAmerican Artisans Gallery & Restaurant, MenaCity Park, StampsDowntown Gallery, TexarkanaLake Ouachita Vista Trail, Mount IdaMid-America Science Museum Renovation, Hot SpringsNew Disc Golf Course at DeGray Lake Resort State Park,

ArkadelphiaOaklawn Gaming Expansion, Hot SpringsOzark Bathhouse Cultural Center, Hot SpringsPlans for Entertainment District, El DoradoQueen Wilhelmina State Park lodge renovations, Mena Ronny K. Woods Wildlife Trail, NashvilleSkyShark at Magic Springs, Hot SpringsSuperior Bathhouse Brewery, Hot Springs

Although visitors have several different ways to access information these days, there’s still nothing quite like the “personal touch” to increase sales. Arkansas’s Welcome Centers play a substantial role in tourism industry growth – and, of course, provide that all-important fi rst impression of the state.

Their mission is to assist the traveling public in order to enhance and extend visits, and they’ve done an outstanding job since the mid-1960s. Well over 1,000 attractions, lodging facilities, restaurants and special events are approved to supply brochures to the centers, which are available along with advice and recommendations from experienced travel consultants. And they sure do know the state! Each employee must pass a rigorous nationally certifi ed exam that covers attractions, history/culture, geography, economic information and traveler safety. In addition, Welcome Center employees attend familiarization tours around the state. These tours are essential in acquiring the hands-on experience that allows a personal and knowledgeable sharing of information with visitors.

Travel consultants work with Research and Information Services to collect marketing and research data about Arkansas visitors, which is presented in the back of this report.

To underscore the impact of the Welcome Center program, each employee assists an average of over 8,000 travel parties during the course of a year, and each party averages 2.3 visitors.

The human aspect of sales success can’t be ignored. But it would be hard to do the job without good facilities. At the time the original Tourist Information Centers were constructed, buildings were small, and the

emphasis was primarily brochure distribution. Much of this information is now accessible through the Internet, so these new and improved facilities are known as “Welcome Centers” in order to successfully adapt to the changing needs of the traveling public. Thanks to the efforts of the Arkansas Governor’s Offi ce, the Arkansas Highway and Transportation Department, and the Arkansas Department of Parks and Tourism, a Welcome Center replacement program is well underway. Decisions on the amenities and features included in the new Welcome Centers were based on what our visitors said they wanted.

The rustic stone and timber design of the new centers will always be in style, reminiscent of Arkansas’s Civilian Conservation Corps structures. Equipped with the latest technological innovations, the Welcome Centers are now the most up-to-date in the nation, complete with services today’s travelers consistently say they expect.

The Helena-West Helena Welcome Center was designed to refl ect the informal Italianate-style of architecture within the Delta.

Eight of the centers have been replaced to date: Blytheville, Corning, El Dorado, Helena-West Helena, Lake Village, Texarkana, Van Buren/Fort Smith and West Memphis. Work is beginning on the replacement of two more locations: Harrison and Red River.

The result of this investment is that overall visitation exceeded 835,000 at Welcome Centers statewide in 2013. Helena-West Helena, the most recently rebuilt center, saw an increase from 14,000 visitors in 2013 to 25,046 visitors in 2014. In the future, supporters are optimistic that the remaining three Welcome Centers will be slated for replacement as well.

Helena-West Helena Welcome Center Welcome Center Managers West Memphis Welcome Center

5 8 | W E L C O M E C E N T E R U P D A T E

“Traveling to see the Crystal Bridges Museum by way of Paris, Texas. Made a quick side trip to Eureka Springs & will be returning to explore further. Visitor Center information was invaluable.”– Analaska, TX

“Best stop for information (oral and printed) in any state I’ve ever visited!”– Haverford, PA

“This Welcome Center is outstanding! I felt welcome and safe here. Stopping here has been the best experience I have had on my trip from Oregon to Florida and back!”– Klamath Falls, Oregon

“On a cross country trip and the nicest and cleanest rest stop we have visited.”– Southbury, Connecticut

“Very knowledgeable, personable and courteous staff. Best visitor center I have ever been to.”– Starkville, Mississippi

“This is the most beautiful rest stop I’ve ever seen. And I travel a lot!”– Los Alamos, New Mexico

“My wife and I have traveled most of the states and there’s not enough room on this card to list the good comments I have regarding these people & your rest area!”– Seligman, Missouri

“Thank you for the help and travel ideas. We might have just driven through the state otherwise!!”– Coquitlam, British Columbia

“The fi nest visitor center in 12 states and 5,000 miles!”– Viroqua, Wisconsin

“Most courteous staff ever encountered at a Welcome Center – Very genuine. Glad we stopped in – Thank you!”– Los Angeles, California

“Glad to have this center open to help in my travels. Much needed safe and clean stopping place. Thanks.”– Minden, Louisiana

“Great start to our Arkansas “new home” hunt! Very helpful and approachable!”– Richardson, Texas

“This is the most beautiful center we have stopped at. We have traveled through 16 states on our trip!”– Magnolia, Texas

“The Travel Consultant was the most knowledgeable staff person I have met in the 40+ state travel centers I have been in. She seemed to know the whole state & could answer questions on all areas I asked about.”– Prescott, Arizona

“Traveling by motorcycle; we needed real time radar. Your computer access gave us that. The Travel Consultants were so helpful and friendly.”– Burbank, Illinois

“Best Welcome Center EVER!”– Spain and England

“Wonderful stop! So glad we made it! Now it will be easier to return to Arkansas!”– Union City, Tennessee

“Best Welcome Center I have seen in all my travels!”– Columbus, Ohio

“Good information from great people. Thank you!”– Toms River, New Jersey

“THE PEOPLE WERE INCREDIBLY HELPFUL, AND INFORMATION WAS EASY TO GET. EVERYTHING WAS VERY HELPFUL ALL-IN-ALL. THANK YOU!”

— BLECKSBURG, VIRGINIA

HERE ARE SOME COMMENTS FROM VISITORS:

W E L C O M E C E N T E R U P D A T E | 5 9

Reaching Key Interest GroupsSelect groups of consumers with unique interests present an opportunity for targeted marketing with a very specifi c message. These groups include bicyclists, brides, motorcyclists and history enthusiasts. The Department continues to seek out and engage these special interest groups through printed publications and brochures, special niche videos, social media messaging and other targeted advertising. A new 86-page motorcycling guide debuted in 2014, with 100,000 copies distributed at international motorcycling shows, through dealerships and various out-of-state and in-state distribution points. All the key interest group publications can be ordered on Arkansas.com.

Multicultural MarketingMulticultural audiences make up a large segment of those who travel, and the Department continues to promote The Natural State as a destination that welcomes, accommodates and encourages all ethnic groups to enjoy Arkansas. In an effort to seamlessly reach the important African-American audience, our general consumer messages feature African-Americans, and advertising is placed in popular media outlets.

Translated Spanish television ads are placed to run in the central and northwest areas of the state and on Univision stations in Dallas. Recognizing the importance of this growing Hispanic/Latino population, the Department developed a partnership with Cinco Media and Communications Group. In addition to market consultation services, Cinco media provides translation services for advertising and press releases, and manages the Facebook page Visita Arkansas.

6 0 | P U B L I C I T Y A N D C O M M U N I C A T I O N S

2014 Motorcycling Guide

Visita Arkansas Facebook page

Arkansas Hospitality AssociationThe Arkansas Hospitality Association (AHA) works closely with Arkansas’s Lodging Association, Restaurant Association and Travel Council to provide support and education and to promote a positive image for the state’s lodging, restaurant and tourism industries.

The Arkansas Tourism and Hospitality Education Foundation works with students who plan a career in the hospitality industry by providing scholarships that are funded by live and silent auctions held at the annual Governor’s Conference on Tourism.

Welcome to ArkansasIn 2009, the Welcome to Arkansas program was developed with this goal: to improve customer service and increase customer satisfaction with their Arkansas vacation experience. The Department works closely with chambers of commerce, advertising and promotion commissions, and convention and visitors bureaus year-around conducting on-site training for front-line personnel on all of the things to see and do

in their communities, thereby providing our consumers information on tourist-friendly attractions and activities all around the state. Hospitality Hot Tip videos are also made available for workers who are unable to attend a training session in person. These quick videos demonstrate customer service tips and are accessed on the Hospitality Hot Tip blog and on the Industry Insider sites online.

A “secret shopper” program is conducted annually providing detail to the Department on where we are succeeding and where we can improve. Overall results for 2014 were positive. There are currently more than 90 Welcome to Arkansas communities participating in this partnership.

P A R T N E R S I N T O U R I S M | 6 1

THE ARKANSAS HOSPITALITY ASSOCIATION STAFF – Standing (left to right): Amanda Glover, Jill Thiel, Jillian HurstSeated (left to right): Executive Director Montine McNulty, Holly Heer.

6 2 | P A R T N E R S I N T O U R I S M

P. Allen SmithLifestyle expert and gardening celebrity P. Allen Smith continues to support and build Arkansas’s image by traveling the state showcasing destinations, attractions and Arkansas-made products on his nationally syndicated television show and on PBS. In addition to the television exposure, Allen promotes travel in Arkansas through his vast social media networks, makes personal appearances on behalf of The Natural State at group travel trade shows, and opens his Moss Mountain home located just

outside Little Rock to travel journalists.

BASSMaster There is some great fi shing in Arkansas, and the partnership with BASSMaster and Arkansas native Jerry McKinnis provides a broad fi shing audience to feature lakes and rivers across the state. Arkansas will receive advertising exposure in BASSMaster magazine, online banner advertising on BASSMaster.com and content included on BASSMaster social media channels.

Norfork Lake

P A R T N E R S I N T O U R I S M | 6 3

Natural State Golf TrailIn partnership with the Arkansas Hospitality Association, the Department works to generate golf travel around the state by promoting The Natural State Golf Trail under the guidance of professional golfer Christina Lecuyer, who coordinates promotional efforts with the Trail courses.

NaturalStateGolfTrail.com provides online bookings and course details to anyone planning a trip, and a fulfi llment brochure offers course ratings and notes on amenities. This brochure is distributed at Arkansas Welcome Centers, Trail courses, and golf shows and events.

The Trail also partners with the statewide-syndicated radio show covering golf in The Natural State, “Arkansas Fairways and Greens.” There is also an active Facebook fan page that provides daily course info and promotes the First Tees of Arkansas golf passport.

The Natural State Golf Trail has three Golf Digest 4-star courses, one 4½-star course and one 5-star course. 12 courses in 11 unique locations will test your skills, while world-class dining, museums, shopping and scenery will keep you coming back for more. For more information, call 1-866-2GOLF-AR or visit NaturalStateGolfTrail.com.

Stonebridge Meadows, Fayetteville #VisitArkansas

SCAN FOR INFO

2014The Natural State

Golf TrailPASSPORT

Q

Q

No.

The Natural State Golf Trail Passport The Natural State Golf Trail ad

The Natural State Golf Trail Facebook page

6 4 | L E T T E R F R O M T H E D E P A R T M E N T

March 2015

Dear Arkansas Tourism Industry Colleagues:

The upcoming year holds many questions for our industry. While the national economy seems to be looking stronger and consumer confi dence is a bit more solid, the oil glut casts a confusing veil over things. Will cheaper gas prices work in Arkansas’s favor? Will the loss of jobs in Louisiana, Oklahoma and Texas offset any gains we might expect? Only time will tell.

Nevertheless, we are persistent optimists and remain hopeful for a good year. Arkansas’s tourism product continues to improve – and that’s absolutely essential for our industry to grow and prosper. Last year’s grand opening of the Johnny Cash Boyhood Home in Dyess brought all kinds of attention and visitation to the state, both domestic and international. Likewise, the Arkansas Music Pavilion in Rogers enjoyed a strong inaugural season in 2014. Also in northwest Arkansas, the Razorback Regional Greenway is now largely complete. A sparkling new convention center opened in Texarkana, and ground was broken in Fort Smith for the U.S. Marshals Museum.

Great things are in the pipeline, too. The Amazeum, a world-class children’s museum in Bentonville, is scheduled to open in 2015. After months of renovations, the public will be delighted with the reopening of Queen Wilhelmina State Park near Mena later this year. New and improved welcome centers are slated for the Harrison and Red River locations.

However, as we’ve noted in the past, the future of Arkansas tourism lies with you and your colleagues. If we can continue to deliver superior front-line service to our guests, if we can surprise and captivate them with wonderfully memorable experiences, if we can send them home raving about The Natural State, then good things will be the result.

Sincerely,

Richard W. Davies Joe David Rice Ron Maxwell

Front row, (left to right): Charlee Martin, Leah DiPietro, Cheryl Ferguson, Brandy FlowersSecond step, (left to right): Chuck Haralson, Jessica Ledbetter, Felisha Rice, Jennifer Neubauer, Casey CrockerThird step, (left to right): Kristine Puckett, Carol Leek, Max Gilbert, Josh RossFourth step, (left to right): Mary Osteen, Tiffany Knox, Erik Holbrooks, Tracy Morales

Greg Butts, State Parks Director; Cynthia Dunlap, Director, Central Administration; Bob Phelps, Director, Keep Arkansas Beautiful

Richard W. Davies, Executive Director Joe David Rice, Arkansas Tourism DirectorRon Maxwell, Deputy Tourism Director

T O U R I S M D E V E L O P M E N T / R E T I R E M E N T - R E L O C A T I O N | 6 5

TOURISM DEVELOPMENT SECTION

FESTIVAL ASSISTANCE• Publishes the state’s semi-annual Calendar of Events• Maintains the Department’s statewide online Events

Calendar • Serves as liaison to the Arkansas Festivals and Events

Association and the International Festivals and Events Association

GUEST SERVICE TRAINING • Conducts a train-the-trainer guest service training

program to provide community leaders with

curriculum to prepare front-line employees and managers to properly greet the public

• Maintains the Hospitality Hot Tips blog, ARhospitalitytips.com, with written and video posts

NATIONAL TOURISM WEEK• Coordinates statewide participation in National

Tourism Week

REGIONAL TOURIST ASSOCIATIONS • Administers the state’s Regional Tourist Association

Matching Grant Program to the 12 approved Regional Tourist Associations, which assists regional tourism advertising efforts

RETIREMENT-RELOCATION• Directs production of the state’s retirement-

relocation guide – Living in Arkansas• Distributes leads to qualifi ed Arkansas businesses

through a weekly download

RURAL TOURISM DEVELOPMENT• Works with communities to evaluate tourism

potential

TOURISM ATTRACTION/DESTINATION CREATION AND GROWTH• Administers the state’s Tourism Attraction Feasibility

Study Matching Grant Program, which allows a city or county to fund a feasibility study to determine the possibility and potential of a specifi c tourism attraction

WELCOME TO ARKANSAS• Facilitates participation in the Welcome to Arkansas

program, which encourages communities to educate front-line employees and citizens on local tourism opportunities

The Tourism Development Section includes Felisha Rice, Administrative Specialist; Jessica Ledbetter, Tourism Development Consultant; and Kristine Puckett, Tourism Development Manager. For information regarding Tourism Development, contact Kristine at 501-682-5240 or [email protected].

TO COME

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23MILLION

Tourism is one of Arkansas’s top industries, with more than

Research shows that the success of tourism in

travelers spending

in 2013.$5.9 BILLION

YOUR COMMUNITYis largely dependent on Q UA L I T Y

GUEST S E R V I C E

Here are some statistics that demonstrate how vital customer service is to your community’s REPUTATION AND SUCCESS with visitors:

of purchases are based on how customers feel they’re being treated. (McKinsey)

70%of consumers say they’d pay more for a better customer service experience. (Defaqto Research)

55%

The average consumer tells 15 people about a good customer service experience. If you impress your guests, chances are

they’ll not only be back, they’ll also spread the word! (Echo 2012 Global Research Barometer)

But watch out: the average consumer tells 24 people about negative customer service experiences. (Echo 2012 Global Research Barometer)

1524

10%30%

PEOP

LE

PEOP

LE

CUSTOMER RETENTION

COMPANYVALUE

A 10% increase in customer retention levels results in a 30%

increase in the value of the company. (Bain & Co.)

Arkansas helps communities like YOURS take full advantage of the wonderful benefits tourism offers by partnering with WELCOME TO ARKANSAS (WTA), a program that empowers communities through hospitality training that centers on local knowledge and excellent guest service skills.

YOUR COMMUNITY could be next!

If you’d like to learn more about how WTA can help your area benefit from Arkansas’s tourism industry, email Jessica Ledbetter at [email protected].

6 6 | R E S E A R C H A N D I N F O R M A T I O N S E R V I C E S

RESEARCH AND INFORMATION SERVICES

Research and Information Services was divided into two sections as of July 1, 2014. The Research and Information Services Section and the Welcome Centers Section are now separate sections in the Tourism Department.

Annual Travel and Tourism ReportResearch and Information personnel collect data to present in the annual report. The report includes state, tourism region and county-level economic impact data that is made available so that the public is able to analyze the impact of tourism in each area of the state.Research and Information Services supplies updated data every few years to U.S. Travel Association to develop new benchmarks for the Annual Travel and Tourism Report’s Total Travel Expenditures in the state of Arkansas. The previous benchmark was for 2006. This year, Research and Information Services worked with U.S. Travel Association for a new benchmark based on 2013 data. For more information about this process, please turn to the Introduction to The Economic Impact of Travel in Arkansas on pages 76-78.

Annual Conversion StudiesConversion studies are performed for the Internet and for traditional broadcast and print media. The results give insight into the effectiveness of different advertising media and the characteristics of Arkansas travelers.

Fulfi llment of Tourism LiteratureThe Section is responsible for fulfi lling requests for

Arkansas’s promotional literature. Approximately 500,000 inquiries are processed each year from those who call, write or order via Arkansas.com. Industry partners can also request bulk literature to assist with informing visitors about destinations in the area and around Arkansas.

Travel and Tourism Research Association MembershipStaff members are active in the Travel and Tourism Research Association on both the international and regional levels, utilizing current research techniques and methods to promote and teach the use of objective travel research.

Tourism Industry Research RequestsArkansas tourism partners can request tourism industry research from Research and Information Services to fi nd information on Arkansas visitation, new methods of promotion and economic information on various aspects of travel and tourism within the state.

Welcome Center SurveyThis ongoing survey is administered to every 50th travel party arriving at each Welcome Center. It provides a more detailed picture of visitor travel habits and demographics. Research and Information works with the Welcome Centers to collect the data used for analysis in the Annual Report.

For more information about the Research and Information Services Section, contact Jennifer Neubauer, Manager, at 501-324-1521 or [email protected].

Highway 19 near Pickens

G R O U P T R A V E L | 6 7

GROUP TRAVEL SECTION

The key objective of the Group Travel Section is to increase group travel to Arkansas. Group travel is defi ned as events featuring 10 or more participants, within the motorcoach, motorcycle, reunion, sports, wedding, and meeting and conventions markets. This is accomplished by creating a strategic sales and marketing plan while partnering with destination marketing organizations (convention and visitors bureaus, advertising and promotion commissions, and chambers of commerce), hotels, attractions, restaurants, receptive operators and tour guides from across the state.

MarketingArkansas’s tourism industry is marketed by the Group Travel Section through a print advertising campaign in trade publications, participation in domestic travel industry shows and marketplaces, as well as an interactive website, arkansasgrouptravel.com, through Aristotle. The Section works with advertising agency CJRW to identify and make selections regarding online marketing and print advertising campaigns. The Group Travel Section is also marketed through our partnership with Travel South USA and Grand Central USA. The Section stays abreast of trends through webinars, meetings and conference calls with industry professionals. A bi-annual group travel summit in Little Rock brings members of the tourism industry together for planning purposes. Industry professionals discuss logistics for increasing group travel throughout the state.

New PublicationsThe Group Travel Section worked closely with advertising agency CJRW to create the 2014 Arkansas Motorcycling Guide. This unique publication features 21 motorcycle routes throughout The Natural State. Nearly 100,000 copies of the Arkansas Motorcycling Guide were distributed with 5,000 copies shared at the Progressive International Motorcycle Show in Chicago, Illinois, February 7-9, 2014.

In-State Trade Shows & Familiarization ToursLittle Rock hosted the Boomers In Groups Conference (BIG) at the Statehouse Convention Center November 8-10, 2014. This convention focused on the motorcoach market with an emphasis on the boomer generation and allowed 86 buyers to visit the Capital City. Hosting this trade show allowed 23 tour leaders to participate in the Magical Moments of Yesteryear Familiarization (FAM) Tour through Pickles Gap Village, Harrison, Eureka Springs and the Ozark Folk Center State Park, November 9-11, 2014.

The Group Travel Section led 13 international tour operators from Italy, Brazil, Ireland, Australia, France and England on a tour of Arkansas following the Travel South International Showcase, December 4-7, 2014. These guests visited Lake Village, Pine Bluff, Little Rock, North Little Rock, West Memphis, Dyess and Walnut Ridge.

Highway 215 near Cass

Beaver Lake

6 8 | G R O U P T R A V E L

Trade Shows AttendedFor enhanced exposure at trade shows and marketplaces, Arkansas Group Travel partners with tourism industry organizations for sponsorship opportunities during the shows. These include hosting meals, events or refreshment breaks.

Arkansas Hospitality AssociationAmerican Bus Association MarketplaceProgressive International Motorcycle Show – ChicagoProgressive International Motorcycle Show – DallasInternational Pow WowMissouri Bank TravelNational Association of Sports CommissionsNational Tour Association Travel ExchangeRejuvenate MarketplaceSmall Market MeetingsBoomers In GroupsSouth Central Motorcoach AssociationTAP DanceTEAMSTravel South Domestic ShowcaseTravel South International Showcase

Group Travel maintains memberships in numerous trade organizations. The benefi ts of membership include: regional representation and cooperation, educational opportunities, database access, trade show opportunities, networking opportunities and increased exposure to industry trends and news.

Memberships:African American Travel CouncilAmerican Bus AssociationChristian Meetings and Convention AssociationGrand Central USA (comprised of four states: Arkansas, Missouri, Oklahoma and Kansas)Missouri Bank TravelNational Association of Sports CommissionsNational Tour AssociationOntario Motorcoach AssociationSelect Traveler (formerly Bank Travel) Small Market MeetingsSouth Central Motorcoach Association TAP (Travel Alliance Partnerships)TEAMSTennessee Motorcoach AssociationTravel South USA

TO COME

Chief photographer Chuck Haralson at Sentinel Rock Falls

C O M M U N I C A T I O N S | 6 9

COMMUNICATIONS SECTION

The Communications Section is an eight-member team that fulfi lls editorial, photographic and research requests from both traditional and non-traditional outlets to increase awareness of Arkansas’s tourism product. Projects undertaken by the staff include the publication of e-newsletters, media releases, blogs, a yearly media kit, brochures and travel guides. In addition, the Communications team maintains the integrity of Arkansas.com and its many niche-oriented mini-websites. Other responsibilities range from working with visiting journalists to developing promotions throughout the state. Members of the Section work hand-in-hand with both Aristotle and CJRW on the state’s promotional efforts.

The Section includes four travel writers (Kerry Kraus, Jill Rohrbach, Zoie Clift and Kimberly Williams), a visual coordinator/photographer (Casey Crocker), a chief photographer (A.C. “Chuck” Haralson), a communications assistant (Mary Osteen) and the communications manager (Leah DiPietro).

These professionals promote travel in The Natural State in many ways: press releases to the media and the

industry, interesting and interactive blogs, and social media via Facebook, Twitter, YouTube and Pinterest. With engaging stories and appealing photography, the Section creates interest in Arkansas, drawing in journalists and broadcasters to spread excitement about the state.

Members of the Section also serve as research assistants, tour guides and photographers for visiting media. Such efforts generate hundreds of thousands of dollars in coverage for Arkansas every year. Section members also represent the Tourism Division at events, conventions, travel shows and the Arkansas Governor’s Conference on Tourism.

Graphic artist Max Gilbert continues to support the Tourism Division staff with designing and publishing the Arkansas Adventure Guide, both issues of the Calendar of Events and other elements of the Vacation Planning Kit. Gilbert also develops the logo and creates all collateral support materials for the annual Governor’s Conference on Tourism.

Social Media and the InternetThe Communications Section maintains an infl uential presence within the social networking and media

7 0 | C O M M U N I C A T I O N S

scene. Arkansas Tourism is found on social sites such as Facebook, Twitter, YouTube, LinkedIn, Instagram and Pinterest. These sites are regularly updated by the Section via targeted, planned postings and via real-time postings of ongoing events. Many posts include photography, which increases interest and hits for the post. In addition to unique postings, the Section shares relevant outside content that positively promotes The Natural State, such as appearances by Arkansans on national television programs or positive mentions of the state in the national press.

Additionally, all members of the Section contribute to the Travel Arkansas blog, a microsite of Arkansas.com. This travel blog contains stories and photography from our state. In 2014, 319 blog posts were posted by the Section’s travel writers and photographers. Links are provided from the blog to social network feeds from the Department. For the year, the blog has received 195,424 visitors, up from 186,043 visitors in 2013.

Social media continues to be a driving force for our followers and partners. Facebook “likes” increased this year from 60,728 to 73,382 as the Section worked to better engage current users with videos, questions and links. Our Twitter following reached the 13,000 mark, with a year-end number of 13,100. And interest in Pinterest evolved and grew as Arkansas-themed boards came more strongly into play, with 2,162 followers. In addition, Arkansas Tourism’s Instagram account boasts 3,761 followers.

All of these social media efforts have allowed the Section to become more engaged with our audience while also providing a broad range of opportunities with which to share content and partner with industry colleagues across the state.

Media OutreachCommunications Section members grant interviews, arrange interviews and help disseminate information both within and outside the state. Section members made appearances on several TV stations in the Little Rock market. Radio appearances are also made weekly on KBFC/KXJK in Forrest City, KASU in Jonesboro, KTLO in Mountain Home and KDQN in DeQueen.

The Communications Section’s press releases and feature stories are distributed to more than 850 media outlets both in state and out of state. These include

national and regional TV and radio stations, magazines, major metropolitan daily newspapers, selected electronic media and all Arkansas media outlets. Last year, the Communications Section authored 50 media releases. These releases inspired stories that appeared in a variety of regional and national publications.

Arkansas Tourism partnered with Plano and the Norfork Lake Chamber of Commerce to host six writers at Mockingbird Bay Resort on Norfork Lake for the Fish Arkansas Media Event, April 21-26, 2014. The Section coordinated the event for the Department, and several videos and articles have already been published, with the majority to be released in spring 2015.

Many other travel journalists from across the United States and Canada visited Arkansas through media familiarization tours.

The Section worked with Geiger and Associates to organize two media tours in 2014 – each consisting of 20 journalists representing print, radio and Internet interests. The fi rst tour, held in May, brought these writers and personalities to Arkansas to explore Southwest Arkansas. Over four nights, with an optional fi fth night, the group visited El Dorado, Camden, Texarkana, Hope, DeGray Lake, Mena, Fort Smith and Mount Magazine.

In early November, a second tour brought another group of national travel writers to the Arkansas Delta and North Central Ozarks. These writers, many of whom were visiting The Natural State for the fi rst time, visited attractions in Wynne, Parkin, Dyess, Wilson, Tyronza, Colt, Piggott, Pocahontas and Mountain View. Over four nights, the journalists learned about the history, heritage and attractions of The Natural State, all coinciding with the fi rst turn of fall color in the area.

Smaller press trips with individuals or groups provided broad exposure to the state. Among those, the Section hosted a group of visitors from Brazil to learn about agriculture and agricultural practices. The group’s stops included Stuttgart and Slovak. Similarly, the Section facilitated a 12-day trip in October for Carlos Ferrari, a journalist with Italian bicycle magazine Ciclismo, one of the most popular cycling magazines in Italy. Communications staff were key in coordinating a successful visit for Ferrari, gathering research and planning itineraries for his ride throughout the state.

C O M M U N I C A T I O N S | 7 1

Public Relations/PublicationsCommunications Section members also maintained an active presence at tourism events across the state and region, including:• The Arkansas Welcome Center tour of the Arkansas

Delta Byways and Land of Legends regions; the week-long trip included stops at attractions throughout the two regions.

• The opening of the Historic Dyess Colony Boyhood Home of Johnny Cash in April; the Section provided local and national publicity and photography.

• The Arkansas Tourism Rejuvenation Tour; Section staff met with tourism partners across the state in Van Buren, Springdale, Harrison, Mountain View, Blytheville, Helena-West Helena, Benton and Texarkana.

• The annual national conference of the Mississippi River Parkway Commission meeting in Memphis.

• The International Pow Wow conference in Chicago in April 2014.

• The Southeastern Outdoor Press Association annual conference in North Carolina in October.

• The Association of Great Lakes Outdoor Writers annual conference in Kentucky in September.

The Section also worked closely with the Jones Film/Video crew to coordinate and shoot various videos, including segments for the annual Governor’s Conference on Tourism and “Meet the Locals” for the Arkansas Tourism YouTube channel.

The Song of Arkansas contest and promotion also received signifi cant attention both inside and outside the state. Celebrity judges chose from more than 230 entries to narrow the fi eld to seven musicians, which were then voted on by the public. More than 10,000 votes were received, with the winning song titled “A.R.K.A.N.S.A.S. Get There From Here.” For their efforts, songwriters Barrett Baber and Kenny Lamb received a recording session, fi lmed a music video and were awarded $2,000 cash.

This year, the Communications Section also worked closely with CJRW to create three new publications: the Arkansas Motorcycling Guide, Water and Woods and a new bridal destination guide, A Natural State of Bliss, along with the 2015 Arkansas Adventure Guide.

Online ResourcesThe Communications Section was instrumental in the launch of new designs of various microsites on Arkansas.com, including the launch of the new Arkansas Media Room. The goal of this project was to streamline the Department’s media kit into an online interface that allows writers, reporters and broadcasters a simple yet comprehensive way to discover story ideas and fi nd contacts, photography and information to help craft great stories. The new site also offers a media assistance form geared at ensuring all information is transmitted to the Section before a journalist comes into the state.

The photo gallery section of Arkansasmediaroom.com provides Arkansas tourism photography to journalists and publications. Those utilizing this tool may download high-resolution images for use and publication.

The Communications team is also responsible for new photography and content for the state’s signature tourism website, Arkansas.com, along with various mini-sites. The travel writers research and draft editorials targeting specifi c travel interests, highlighting events and festivals, and describing picturesque images captured by the photography staff.

For more information about the Communications Section, call 501-682-7606 or e-mail [email protected].

Arkansas Water & Woods guide

7 2 | L E G I S L A T I V E S U B C O M M I T T E E S

The House and Senate Committees on Agriculture, Forestry and Economic Development oversee activities of the Arkansas hospitality and tourism industry, providing leadership when related matters come up for legislative review.

THE PARKS AND TOURISM SUBCOMMITTEE OF THE HOUSE COMMITTEE ON AGRICULTURE, FORESTRY AND ECONOMIC DEVELOPMENT – Seated (left to right): Representatives Douglas House, James Ratliff, Sheilla Lampkin, Mark McElroy and Matthew Shepherd. Standing (left to right): Representatives Rick Beck, Matthew Pitsch, David Whitaker, Lane Jean, Chairman Dan Douglas, Jon Eubanks, Vice Chairman David Hillman, Stephen Meeks, David Branscum, Charles Armstrong, Ken Bragg, Andy Davis and Ron McNair.

THE SENATE COMMITTEE ON AGRICULTURE, FORESTRY AND ECONOMIC DEVELOPMENT – Front row (left to right): Senators Eddie Cheatham, Vice Chair Alan Clark, Chairman Ronald Caldwell, Gary Stubblefi eld and Bruce Maloch. Back row (left to right): Senators John Cooper, Blake Johnson and David Sanders.

C O M M I S S I O N | 7 3

The Arkansas State Parks, Recreation and Travel Commission governs action by the Department of Parks and Tourism, monitoring industry growth and development and setting policy for future direction.

THE ARKANSAS STATE PARKS, RECREATION AND TRAVEL COMMISSION – Back row (left to right): John Gill, Shash Goyal, Bill Barnes, Jay Bunyard, Mike Mills (Chairman), Jim Shamburger, LeRoy Dangeau. Front row (left to right): Mark Givens, Cindy Smith, Montine McNulty, Danny Ford. Not Pictured: Jim Dailey (Vice Chairman), Jim Gaston, Bob Knight, Weston Lewey, Ness Sechrest, Mike Wilson, Randy Wolfi nbarger.

7 57 4

The Arkansas Department of Parks and Tourism is charged, both by law and by policy of the State Parks, Recreation and Travel Commission, with increasing tourism to the state. With that in mind, this report provides the tourism industry with current travel marketing information. The first section contains estimates of both traveler expenditures and traveler volume for every county in the state. The second and third sections contain the results of surveys of individuals requesting travel information from the Department. The fourth section summarizes an ongoing survey of travelers stopping at Arkansas Welcome Centers in which every 50th travel party is asked to participate. Section five presents data compiled on all Arkansas Welcome Center visitors from registration data. The most significant results of these projects follow:

The Economic Impact of Travel in ArkansasThe Arkansas tourism industry experienced a year of growth in 2014. This is based on the 2013 U.S. Travel Tourism Expenditure Impact Model. Travel expenditures increased from $6,267,310,088 in 2013 to $6,698,501,022 in 2014 (6.88%). The number of visitors increased from 24,610,236 in 2013 to 25,885,046 (5.18%). Visitation data from 1997 forward has been adjusted, based on updated data from the 1995 American Travel Survey (see footnote at the bottom of Table 1). A major factor in the success of Arkansas tourism is the 2% Tourism Initiative passed by the General Assembly in 1989. This Act provided additional advertising funds for the Department to compete with surrounding states for potential visitors in the expensive magazine, television, radio, newspaper and Internet markets.

The Effects of the 2014 Spring Advertising CampaignTravel expenditures per travel party and length of stay in Arkansas were $509.36 and 3.9 nights, respectively. Financial was cited most often as the reason for not traveling Arkansas in 2014. Regardless of whether or not they made a trip, 58.3% of survey respondents plan to visit Arkansas within the next 12 months.

The Internet Conversion StudySixty-four percent of survey respondents reported visiting Arkansas during the last 12 months. The average trip lasted 4.8 days, 3.6 of which were spent in Arkansas.

The Welcome Center SurveyThe top five states from which visitors to Arkansas Welcome Centers originated were: (1) Texas, (2) Missouri, (3) Arkansas, (4) Illinois and (5) Oklahoma.

The Welcome Center Registration SummaryA total of 816,553 tourists requested assistance from travel consultants during 2014. Tourists’ “Reasons for Travel” were as follows: Vacation (49.9%), Passing Through (44.2%), Local Traffic (3.4%) and Business/Student (2.4%). Tourists stopping at the State Welcome Centers traveled an estimated 101,883,728 miles on Arkansas roads and spent 716,573 travel days in the state during 2014.

NOTE: Differences exist among economic impact, conversion studies and Welcome Center data. Many sources are utilized to gain the most complete picture possible of visitors to Arkansas.

EXECUTIVE SUMMARY

7 57 4

The results of five research projects are contained in this report:

The Economic Impact of Travel in Arkansas Estimates of traveler expenditures are calculated using the U.S. Travel Association 2013 Impact of Travel on Arkansas Counties as a reference point. Arkansas county traveler volume estimates use Census of Transportation data as a benchmark, the most recent being the 1995 American Travel Survey.

The Effects of the 2014 Spring Advertising Campaign Mail SurveyTourism Division advertising performance is monitored annually through the use of conversion studies. A conversion study is a survey of persons requesting travel information through paid advertising to determine how many actually visited Arkansas. The 2014 spring mail survey consisted of a sample of 5,500 people.

The Internet Conversion Study Conversion study data for website inquiries was obtained by sending an email questionnaire to 56,121 email addresses of individuals using the Arkansas.com website.

The Welcome Center Survey Every 50th travel party registered at each of the 13 Welcome Centers located at major entry points to the state is asked to participate in this survey. Travel counselors obtain valuable marketing information about visitors to Arkansas and travelers who are passing through.

The Welcome Center Registration Summary Every travel party assisted by a travel counselor is registered. Information is recorded concerning their state of origin, number in their travel party, length of stay and Arkansas destination.

The projects listed above relate data on Arkansas visitors in three different ways. The relatively large sample for the Economic Impact of Travel in Arkansas was taken from the entire U.S. population. Also, fixed

costs such as vehicle depreciation and property taxes were considered in the Economic Impact of Travel in Arkansas, but not in others. As a result, the expenditure per traveler is generally higher. The Effects of the 2014 Spring Advertising Campaign and the Internet Conversion Study had survey populations comprised of people who requested travel information from the Arkansas Department of Parks and Tourism. The Welcome Center Survey and Welcome Center Registration Summary represent highway travelers who stopped at Welcome Centers on their trip. Much of the traffic on interstates and U.S. highways (where the Welcome Centers are located) is pass-through travel. The average time spent in the state by Welcome Center Survey respondents was slightly less than the time spent in the state by those who wrote for information. However, the Effects of the 2014 Spring Advertising Campaign Mail Survey is more likely to reflect non-resident vacationers.

Historical Data Patterns in Table 1 Readers will note what sometimes appears to be an inconsistent pattern of growth in some of the Arkansas tourism data presented in Table 1. Approximately every five years, the Tourism Division contracts with the U.S. Travel Association to provide data on the economic impact of travel in Arkansas counties. U.S. Travel is a highly respected source of U.S. travel industry statistics. The most recent year this report was purchased from U.S. Travel was 2013, and the complete results by county are presented in Table 3. The 2013 U.S. Travel report will serve as a benchmark used by researchers at the Arkansas Department of Parks and Tourism to estimate subsequent years until new county-level data is acquired. Over the years, economists at U.S. Travel make adjustments and revisions to this model to improve accuracy, which sometimes results in numbers that appear to fluctuate over time. There are two reasons why the Department does not purchase this data from U.S. Travel every year. The first is cost, and the second is that there would be a delay of more than a year in reporting. Data marked “preliminary” may be revised when a new benchmark becomes available.

INTRODUCTION

7 77 6

$3,500,000,000

$3,000,000,000

$4,000,000,000

$4,500,000,000

$2,500,000,000

$2,000,000,000

$1,500,000,000

$1,000,000,000

$500,000,000

$0199919811978 1979 1980 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 2000 2001 2002 2003 2004

FIGURE I

U.S. TRAVEL SPENDING IN ARKANSAS1978-2014

2005

$5,000,000,000

2006

$5,500,000,000

$6,000,000,000

$6,500,000,000

$7,000,000,000

2007 2008 2009 2010 2011 2012 2013 2014

FIGURE 1U.S. TRAVEL SPENDING IN ARKANSAS

1978-2014

During 2014, visitors to Arkansas totaled 25,885,046 person-trips. Visitors spent an average of $258.78 per trip, resulting in over $6.6 billion in total travel expenditures, $334 million in state taxes and $126 million in local taxes. The Arkansas travel industry employed 62,005 persons and paid $1.2 billion in wages and salaries. NOTE: The data in this detailed presentation of travelers and their expenditures are estimates and not actual counts.

Travel PatternsArkansas’s travel volume in 2014 was 25,885,046 person-trips. The economic impact of travel and tourism on the state’s economy is reviewed in Figure 1 and Table 1. Figure 1 illustrates the growth in U.S. travel spending in Arkansas, 1978-2014. The first column in Table 1 lists total travel expenditures for the state. The 6.88% increase in travel expenditures in 2014 represents a real increase of 5.18% when adjusted for inflation. Column Two in Table 1 shows that travel-generated payroll grew from $233,400,000 to $1,209,925,000, an increase of $976,525,000 (418%) during the period of 1978 through 2014. Travel-generated employment shown in Column Three in Table 1 increased from 46,600 jobs in 1978 to 62,005 jobs in 2014. In 1978, each $25,238 in total travel expenditures supported one job in the industry. However, by 2014, $108,032 in travel expenditures was required to support the same job. The importance of

travel-generated taxes on the state and local economies is shown in Columns Four and Five. State travel taxes averaged 5.0% of total travel expenditures in 2014. The number of visitors in person-trips and their average expenditures per person-trip are shown in Columns Six and Seven.

Definition of a Person-TripA person-trip occurs, for the purpose of this study, every time one person goes to a place 50 miles or more, each way, from home in one day or is out of town one or more nights in paid or unpaid accommodations and returns to his/her origin. Specifically excluded from this definition are:

1. Travel as part of an operating crew on a train, plane, bus, truck or ship. 2. Commuting to a place of work. 3. Student trips to school or those taken while in school.

The number of person-trips shown in Column Six rose from 14,125,000 in 1978 to 25,885,000 in 2014, an increase of 11,760,000 (83.3%). The number of visitors to Arkansas first exceeded 15 million in 1986. Over 20 million visitors came to Arkansas in 2000, and again each year 2004-2014.

THE ECONOMIC IMPACT OF TRAVEL IN ARKANSAS

7 77 6

Table 1 — Estimate of the Impact of Travel and Tourism on the Arkansas Economy, 1978-2014TO

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($

1,00

0)

($1,

000)

(Jo

bs)

($1,

000)

($

1,00

0)

of P

erso

ns)

(Dol

lars)

1978

$1

,176

,100

$

233

,400

46

,600

$

47,

900

$

7,

325

14

,125

$

83.

2619

79

$1,2

61,2

61

$ 2

40,1

34

44,6

61

$ 5

0,89

1

$

7,52

8

13,5

60

$ 9

3.01

1980

$1

,387

,547

$

261

,084

45

,311

$

54,

546

$

9,

947

13

,601

$1

02.0

219

81

$1,5

06,3

79

$ 2

80,0

84

45,5

57

$ 5

7,65

4

$ 1

2,60

7

13,7

10

$109

.87

1982

$1

,536

,193

$

282

,200

43

,188

$

57,

200

$

14,

700

13

,643

$1

12.6

019

83

$1,5

82,2

68

$ 2

91,1

37

44,5

57

$ 5

8,54

4

$ 1

5,82

3

13,7

99

$144

.83

1984

$1

,686

,698

$

310

,352

46

,027

$

77,

588

$

16,

867

14

,137

$1

19.3

119

85

$1,7

81,1

53

$ 3

27,7

32

46,9

48

$ 8

1,93

3

$ 1

7,81

2

14,4

20

$123

.52

1986

$1

,906

,272

$

345

,177

46

,918

$

86,

766

$

23,

480

15

,141

$1

25.9

019

87

$2,0

00,0

00

$ 3

62,1

49

47,0

32

$ 9

1,15

7

$ 2

4,57

5

15,3

91

$129

.94

1988

$2

,112

,000

$

382

,429

47

,469

$

96,

130

$

26,

014

16

,007

$1

31.9

419

89

$2,1

54,0

00

$ 3

90,0

78

47,5

00

$ 9

8,05

3

$ 2

6,53

4

15,5

91

$138

.13

1990

$2

,288

,000

$

414

,128

47

,600

$1

07,5

36

$ 2

7,45

6

15,7

09

$145

.65

1991

$2

,463

,831

$

445

,953

47

,650

$1

15,8

00

$ 2

9,56

6

16,2

59

$151

.54

1992

$2

,602

,980

$

473

,880

45

,450

$1

18,5

40

$ 5

0,25

0

16,7

23

$155

.65

1993

$2

,748

,357

$

469

,283

45

,289

$1

24,3

06

$ 5

2,92

6

17,1

58

$160

.18

1994

$2

,929

,710

$

502

,860

46

,450

$1

30,7

60

$ 5

5,68

0

17,8

18

$164

.42

1995

$3

,067

,406

$

526

,494

46

,891

$1

36,9

06

$ 5

8,29

7

18,3

56

$167

.11

1996

$3

,153

,293

$

542

,366

46

,774

$1

41,8

98

$ 5

9,91

3

18,2

64

$172

.65

1997

$3

,219

,512

$

553

,756

46

,868

$1

44,8

78

$ 6

1,17

1

18,3

36

$175

.58

1998

$3

,418

,800

$

586

,808

47

,944

$1

53,8

46

$ 6

4,97

5

19,1

78

$178

.27

1999

$3

,622

,218

$

623

,018

48

,723

$1

62,9

99

$ 6

8,82

2

19,8

01

$182

.93

2000

$3

,843

,174

$

661

,026

49

,381

$1

72,9

43

$ 7

3,02

0

20,3

36

$188

.98

2001

$3

,812

,245

$

842

,278

57

,497

$2

13,7

92

$ 7

8,44

8

19,8

48

$192

.07

2002

$3

,918

,987

$

865

,862

57

,612

$2

19,7

79

$ 8

0,64

4

19,9

27

$196

.67

2003

$3

,942

,501

$

871

,293

57

,785

$2

20,7

80

$ 8

2,79

3

19,6

68

$200

.45

2004

$4

,253

,959

$

940

,125

59

,287

$2

38,2

22

$ 8

9,33

4

20,6

91

$205

.60

2005

$4

,632

,561

$1

,023

,796

60

,917

$2

59,4

24

$ 9

7,28

4

21,8

29

$212

.22

2006

$5

,108

,407

$

964

,357

59

,088

$2

66,7

41

$ 9

7,00

6

23,3

50

$218

.78

2007

$5

,368

,936

$1

,013

,539

59

,797

$2

80,3

44

$101

,953

23

,911

$2

24.5

420

08

$5,5

72,9

56

$1,0

52,0

53

59,6

77

$290

,998

$1

05,8

27

23,8

15

$234

.01

2009

$5

,377

,902

$1

,015

,231

58

,424

$2

80,8

13

$102

,123

22

,839

$2

35.4

720

10

$5,4

53,1

93

$1,0

29,4

45

58,3

36

$284

,744

$1

03,5

53

22,7

70

$239

.49

2011

$5

,687

,680

$1

,073

,711

58

,657

$2

96,9

88

$108

,006

23

,021

$2

47.0

620

12

$5,7

67,3

08

$1,0

88,7

43

58,4

52

$301

,146

$1

09,5

18

22,8

60

$252

.29

2013

(1)

$6,2

67,3

10

$1,1

32,0

40

60,4

40

$322

,083

$1

18,5

67

24,6

10

$254

.67

2014

(2)

$6,6

98,5

01

$1,2

09,9

25

62,0

05

$334

,243

$1

26,7

25

25,8

85

$258

.78

(1) 2

013

data

revis

ed; s

ee 2

013

U.S.

Tra

vel A

ssoc

iatio

n be

nchm

ark

on p

ages

81-

82 o

f this

repo

rt.

(2) D

ata

are

preli

mina

ry a

nd m

ay b

e re

vised

whe

n ne

w be

nchm

ark

is re

ceive

d.

Prep

ared

by

Rese

arch

and

Info

rmat

ion

Serv

ices

Sect

ion,

Ark

ansa

s De

partm

ent o

f Par

ks a

nd To

urism

.

7 97 8

NorthwestArkansas

$931,691,106

Ozark Mountain

Region$371,327,539

Ozark Gateway

$269,964,569

ArkansasDelta

Byways$689,041,956

Greers Ferry Lake & Little Red River $289,826,635

ArkansasRiver ValleyTri-Peaks

$259,355,593

Heart of Arkansas

$1,880,594,829

WesternArkansas’MountainFrontier

$521,615,972

Diamond Lakes

$831,594,735Arkansas’Land ofLegends

$150,063,697Arkansas’sGreat Southwest $252,503,784

Arkansas’ South

$250,920,607

FIGURE 3TOTAL TRAVEL EXPENDITURES

BY TOURISM REGION2014

Figure 2 shows the percent of total travel expenditures for the top five counties in 2014. Table 2 shows travel impact by county for 2014. Table 3 shows travel impact by county for 2013, the latest benchmark year for Arkansas tourism data. In 2014, two counties dominate the table: Pulaski with $1,676,803,951 and Garland with $686,946,901. They received 25.0% and 10.3% of the state total travel expenditures, respectively. In all, 66 of the 75 counties received more than $10 million in travel expenditures each during 2014, including 15 with more than $100 million each. Five counties had over one million person-trips during 2014. Those counties, their numbers and percent of total trips are: Pulaski with 5,705,853 (22.0%), Garland with 2,744,415 (10.6%), Washington with 1,556,358 (6.0%), Sebastian with 1,401,889 (5.4%) and Benton with 1,388,707 (5.4%).

Regional BreakdownFigure 3 is a map of the 12 Arkansas tourism regions, showing their travel expenditures. Table 4 presents the 2014 travel impact data by region and county.

OTHER(48.1%)

BENTON (4.8%)

SEBASTIAN (6.3%)

WASHINGTON (5.6%)

GARLAND(10.3%)

PULASKI(25.0%)

FIGURE 2TRAVEL SPENDING IN ARKANSAS COUNTIES

TOP FIVE COUNTIES2014

THE ECONOMIC IMPACT OF TRAVEL IN ARKANSAS (CONTINUED)

7 97 8

Table 2 — Impact of Travel on Arkansas Counties — 2014 Preliminary*TO

TAL

TRAV

EL-

TRAV

EL-

TRAV

EL-

TRAV

EL-

TRAV

EL

GENE

RATE

D G

ENER

ATED

GE

NERA

TED

GENE

RATE

D

EXPE

NDIT

URES

PA

YROL

L E

MPL

OYM

ENT

ST

ATE

TAX

LOCA

L TA

X VI

SITO

RS*

COUN

TY

(Dol

lars)

(Dol

lars)

(Job

s)

(Dol

lars)

(Dol

lars)

(Per

son-

Trip

s)

ARKA

NSAS

38

,029

,185

5,

895,

591

320

2,25

9,88

8 82

5,33

3 15

8,23

2AS

HLEY

30

,623

,716

5,

566,

464

326

1,80

4,19

5 63

4,01

2 12

8,97

8BA

XTER

22

8,70

0,36

5 42

,033

,437

2,

231

13,3

88,4

07

4,19

4,32

4 96

1,19

5BE

NTON

31

9,46

2,36

3 59

,485

,363

3,

387

20,5

20,8

90

7,93

9,66

9 1,

388,

707

BOON

E 66

,672

,240

12

,286

,091

75

4 3,

959,

905

1,27

9,32

8 28

3,39

7BR

ADLE

Y 12

,042

,415

1,

819,

227

84

746,

803

335,

263

43,3

81CA

LHOU

N 3,

822,

586

369,

192

12

229,

541

131,

836

9,59

3CA

RROL

L 22

7,99

6,19

6 47

,244

,656

3,

029

14,2

22,9

26

4,24

5,48

4 95

7,42

9CH

ICOT

14

,119

,153

2,

867,

562

145

840,

066

289,

233

57,7

45CL

ARK

57,2

95,5

00

11,1

04,3

82

578

3,48

4,74

3 95

7,21

6 24

2,47

0CL

AY

17,1

63,8

43

2,64

3,50

0 13

7 1,

017,

288

423,

021

68,5

35CL

EBUR

NE

162,

518,

603

26,6

74,1

47

1,44

0 9,

599,

876

4,59

2,55

0 65

3,30

6CL

EVEL

AND

4,65

0,37

6 59

2,40

3 31

26

8,38

9 12

4,50

5 13

,338

COLU

MBI

A 31

,530

,748

5,

677,

996

314

1,88

0,81

2 62

1,74

3 12

7,91

1CO

NWAY

28

,425

,605

4,

913,

634

270

1,70

2,33

5 64

5,86

8 12

3,34

2CR

AIGH

EAD

106,

094,

190

20,1

15,6

33

1,15

5 6,

372,

284

1,73

2,35

4 44

4,80

8CR

AWFO

RD

46,3

17,0

19

7,69

8,72

4 42

5 2,

805,

202

797,

759

192,

775

CRIT

TEND

EN

179,

639,

589

32,6

19,0

37

1,90

0 10

,969

,880

3,

255,

034

754,

483

CROS

S 15

,032

,034

2,

570,

541

141

897,

781

284,

127

63,8

07DA

LLAS

14

,794

,106

2,

076,

985

109

906,

451

352,

676

60,9

34DE

SHA

24,3

66,8

50

4,46

5,87

6 27

5 1,

454,

401

452,

610

105,

308

DREW

27

,854

,326

5,

321,

730

313

1,66

8,75

6 50

0,89

1 11

5,83

9FA

ULKN

ER

103,

156,

688

19,0

41,6

85

1,06

1 6,

161,

810

1,72

1,49

6 43

0,12

8FR

ANKL

IN

17,9

69,8

51

3,16

2,76

4 16

1 1,

082,

193

390,

464

73,2

63FU

LTON

26

,042

,491

4,

487,

431

244

1,55

1,18

1 62

7,69

1 10

4,09

4GA

RLAN

D 68

6,94

6,90

1 11

7,73

8,42

5 7,

142

38,5

57,2

71

14,2

41,8

35

2,74

4,41

5GR

ANT

6,99

7,52

9 86

5,78

8 54

42

1,41

0 14

1,18

7 28

,375

GREE

NE

27,2

14,9

85

4,93

5,08

2 28

1 1,

614,

336

576,

833

115,

556

HEM

PSTE

AD

51,8

57,0

61

9,80

0,01

2 53

5 3,

088,

619

1,23

5,83

8 20

8,56

5HO

T SP

RING

36

,677

,806

5,

772,

277

301

2,20

1,03

8 84

2,77

3 14

5,26

5HO

WAR

D 4,

550,

553

530,

144

24

283,

226

88,7

29

19,6

08IN

DEPE

NDEN

CE

38,1

10,1

01

7,50

2,28

8 45

3 2,

268,

864

740,

987

159,

411

IZAR

D 27

,055

,143

4,

021,

106

211

1,60

0,76

1 67

7,44

7 10

1,31

2JA

CKSO

N 16

,163

,250

2,

556,

069

141

974,

131

291,

907

67,0

61JE

FFER

SON

133,

181,

438

24,4

00,5

99

1,35

6 7,

215,

958

2,68

8,38

1 51

5,51

0JO

HNSO

N 32

,951

,424

6,

167,

770

330

1,96

6,48

9 64

0,47

9 14

1,62

5LA

FAYE

TTE

34,4

36,4

17

4,20

6,52

5 22

2 2,

041,

802

959,

485

128,

296

LAW

RENC

E 16

,214

,972

2,

432,

513

133

979,

813

361,

770

67,0

97LE

E 4,

322,

754

602,

547

36

256,

476

120,

523

13,4

85LI

NCOL

N 5,

234,

354

730,

722

33

319,

674

110,

162

20,6

16

8 18 0

Table 2 — Impact of Travel on Arkansas Counties — 2014 Preliminary* (continued)TO

TAL

TRAV

EL-

TRAV

EL-

TRAV

EL-

TRAV

EL-

TRAV

EL

GENE

RATE

D G

ENER

ATED

GE

NERA

TED

GENE

RATE

D

EXPE

NDIT

URES

PA

YROL

L E

MPL

OYM

ENT

ST

ATE

TAX

LOCA

L TA

X VI

SITO

RS*

COUN

TY

(Dol

lars)

(Dol

lars)

(Job

s)

(Dol

lars)

(Dol

lars)

(Per

son-

Trip

s)

LITT

LE R

IVER

24

,446

,801

3,

483,

393

193

1,44

0,68

2 75

1,14

2 95

,295

LOGA

N 12

,886

,524

2,

236,

442

116

796,

036

372,

292

48,0

28LO

NOKE

37

,262

,345

6,

216,

887

317

2,23

3,86

3 64

1,50

7 14

7,10

1M

ADIS

ON

11,1

17,7

59

1,60

7,34

5 73

67

4,05

0 29

0,35

4 43

,617

MAR

ION

51,7

93,7

46

10,1

34,0

10

554

3,06

1,64

4 1,

167,

823

210,

440

MIL

LER

93,9

87,4

19

16,1

27,6

34

767

4,30

6,74

5 1,

393,

535

380,

539

MIS

SISS

IPPI

10

7,85

3,74

7 22

,779

,485

1,

239

6,46

1,45

0 2,

141,

323

469,

235

MON

ROE

35,1

45,7

46

6,19

1,44

1 33

4 2,

096,

301

635,

714

141,

091

MON

TGOM

ERY

33,0

31,0

87

4,96

4,32

9 27

1 1,

942,

909

1,02

5,04

3 11

8,95

5NE

VADA

26

,304

,950

4,

555,

873

167

1,11

3,21

6 38

3,62

3 70

,919

NEW

TON

13,4

18,0

87

2,48

0,51

3 14

7 79

6,11

6 31

1,75

9 53

,337

OUAC

HITA

32

,861

,429

5,

757,

506

315

1,95

2,02

3 60

1,87

5 14

6,52

4PE

RRY

20,3

39,7

51

2,83

8,98

7 12

9 1,

186,

364

669,

431

72,6

41PH

ILLI

PS

29,4

15,9

95

4,61

0,15

5 27

9 1,

767,

120

634,

338

118,

531

PIKE

17

,643

,441

3,

150,

344

189

1,04

6,51

9 37

8,67

1 71

,695

POIN

SETT

15

,751

,207

1,

699,

131

90

975,

980

283,

136

70,0

34PO

LK

24,7

76,1

91

4,43

3,78

5 25

3 1,

468,

320

525,

457

97,3

88PO

PE

155,

701,

222

23,7

67,2

83

1,30

3 6,

642,

779

2,18

2,45

9 62

4,67

6PR

AIRI

E 5,

315,

326

805,

085

47

327,

841

121,

047

21,9

18PU

LASK

I 1,

676,

803,

951

317,

664,

084

12,9

78

63,8

83,7

40

28,5

86,3

10

5,70

5,85

3RA

NDOL

PH

18,5

56,2

34

2,43

4,45

8 13

2 1,

102,

442

483,

804

81,2

21SA

LINE

58

,056

,518

10

,627

,001

62

9 3,

444,

202

1,05

1,38

8 23

8,85

9SC

OTT

7,22

5,66

0 1,

301,

048

68

430,

616

175,

729

26,2

21SE

ARCY

10

,743

,100

1,

700,

048

86

647,

950

250,

237

52,7

75SE

BAST

IAN

418,

883,

990

67,1

70,3

41

2,98

9 14

,704

,021

5,

091,

846

1,40

1,88

9SE

VIER

16

,920

,583

2,

585,

614

146

1,00

4,03

6 33

0,99

4 64

,688

SHAR

P 48

,619

,530

7,

282,

613

381

2,86

5,60

3 1,

264,

013

186,

855

ST. F

RANC

IS

47,0

38,3

52

8,11

0,89

0 41

9 2,

853,

529

936,

073

195,

724

STON

E 79

,202

,849

15

,091

,252

80

5 4,

577,

459

1,67

4,36

7 32

5,16

4UN

ION

125,

245,

606

14,2

42,6

48

917

6,07

2,28

1 1,

918,

031

461,

093

VAN

BURE

N 61

,381

,748

10

,013

,405

54

9 3,

787,

197

1,76

4,86

7 22

9,94

8W

ASHI

NGTO

N 37

3,11

4,78

8 88

,307

,417

4,

283

20,1

70,8

67

6,00

3,63

8 1,

556,

358

WHI

TE

58,8

18,0

12

9,65

3,04

4 58

5 3,

490,

042

1,00

2,24

8 23

8,61

7W

OODR

UFF

7,10

8,27

1 94

2,81

0 51

42

3,95

9 19

3,36

7 24

,318

YELL

15

,494

,330

1,

962,

333

108

908,

934

414,

564

54,3

08

TOTA

LS

6,69

8,50

1,02

2 1,

209,

924,

556

62,0

05

344,

242,

710

126,

724,

835

25,8

85,0

46

* Dat

a ar

e pr

elim

inary

and

will

be re

vised

whe

n ne

w U.

S. T

rave

l Ass

ociat

ion

benc

hmar

k is

rece

ived.

NO

TE: S

ome

deta

ils m

ay n

ot a

dd d

ue to

roun

ding

.

8 18 0

Table 3 — Impact of Travel on Arkansas Counties, 2013 — U.S. Travel Association County Travel Economic Impact Model (CTEIM) — Alphabetical by County

TOTA

L TR

AVEL

- TR

AVEL

- ST

ATE

LOCA

L

TRAV

EL

GENE

RATE

D G

ENER

ATED

TA

X TA

X

EXPE

NDIT

URES

PA

YROL

L EM

PLOY

MEN

T RE

CEIP

TS

RECE

IPTS

V

ISIT

ORS*

COUN

TY

(D

ollar

s) (D

ollar

s) (Jo

bs)

(Dol

lars)

(Dol

lars)

(Per

son-

Trip

s)

ARKA

NSA

S 36

,162

,133

5,

602,

888

314

2,14

4,98

1 78

3,29

4 15

2,82

0 AS

HLE

Y 29

,120

,238

5,

290,

101

320

1,71

2,45

8 60

1,71

8 12

4,56

7 BA

XTER

21

4,01

3,22

1 39

,311

,191

2,

174

12,5

05,5

33

3,91

7,36

7 91

3,31

6 BE

NTO

N

298,

946,

481

55,6

32,8

62

3,30

0 19

,167

,677

7,

415,

401

1,31

9,53

1 BO

ON

E 62

,390

,547

11

,490

,396

73

4 3,

698,

777

1,19

4,85

2 26

9,28

0 BR

ADLE

Y 11

,451

,190

1,

728,

907

82

708,

831

318,

186

41,8

97

CAL

HO

UN

3,

577,

100

345,

282

11

214,

404

123,

131

9,11

5 C

ARRO

LL

213,

354,

273

44,1

84,9

11

2,95

1 13

,285

,021

3,

965,

148

909,

737

CH

ICO

T 13

,212

,421

2,

681,

848

142

784,

670

270,

135

54,8

69

CLA

RK

54,4

82,5

64

10,5

53,0

74

568

3,30

7,55

7 90

8,46

0 23

4,17

7 C

LAY

16,0

61,5

81

2,47

2,29

7 13

3 95

0,20

4 39

5,08

8 65

,121

C

LEBU

RNE

154,

539,

714

25,3

49,8

34

1,41

5 9,

111,

758

4,35

8,62

5 63

0,96

1 C

LEVE

LAN

D 4,

422,

064

562,

991

31

254,

742

118,

163

12,8

82

CO

LUM

BIA

28,0

86,7

87

5,05

4,87

5 29

8 1,

672,

294

552,

761

115,

604

CO

NW

AY

27,7

12,4

47

4,78

7,57

4 26

9 1,

656,

570

628,

446

122,

181

CRA

IGH

EAD

99,2

80,8

18

18,8

12,8

67

1,12

5 5,

952,

075

1,61

7,96

4 42

2,65

0 C

RAW

FORD

43

,342

,538

7,

200,

125

414

2,62

0,21

8 74

5,08

2 18

3,17

3 C

RITT

ENDE

N

170,

820,

141

30,9

99,5

72

1,86

7 10

,412

,103

3,

089,

236

728,

677

CRO

SS

14,6

54,9

02

2,50

4,59

3 14

0 87

3,64

5 27

6,46

3 63

,207

DA

LLAS

13

,844

,028

1,

942,

471

106

846,

677

329,

389

57,8

99

DESH

A 23

,170

,554

4,

244,

155

271

1,38

0,45

0 42

9,55

6 10

1,70

6 DR

EW

26,4

86,8

11

5,05

7,51

7 30

8 1,

583,

906

475,

378

111,

877

FAU

LKN

ER

98,0

92,1

86

18,0

96,3

07

1,04

3 5,

848,

505

1,63

3,81

0 41

5,41

6 FR

ANKL

IN

16,8

15,8

27

2,95

7,93

1 15

7 1,

010,

829

364,

681

69,6

13

FULT

ON

24

,370

,041

4,

196,

807

238

1,44

8,89

2 58

6,24

4 98

,909

G

ARLA

ND

642,

831,

151

110,

113,

233

6,95

9 36

,014

,682

13

,301

,426

2,

607,

708

GRA

NT

6,54

8,14

8 80

9,71

6 52

39

3,62

1 13

1,86

5 26

,961

G

REEN

E 25

,878

,859

4,

690,

066

276

1,53

2,25

3 54

7,45

2 11

1,60

4 H

EMPS

TEAD

49

,311

,126

9,

313,

463

526

2,93

1,57

4 1,

172,

890

201,

432

HO

T SP

RIN

G

34,3

22,3

56

5,39

8,44

2 29

4 2,

055,

895

787,

124

138,

029

HO

WAR

D 4,

258,

316

495,

810

23

264,

549

82,8

70

18,6

31

INDE

PEN

DEN

CE

37,1

53,9

73

7,30

9,81

6 45

0 2,

207,

868

720,

999

157,

911

IZAR

D 25

,726

,864

3,

821,

467

208

1,51

9,36

9 64

2,94

1 97

,847

JA

CKS

ON

15

,369

,712

2,

429,

165

139

924,

600

277,

039

64,7

67

JEFF

ERSO

N

124,

628,

522

22,8

20,3

23

1,32

1 6,

740,

115

2,51

0,86

3 48

9,83

1 JO

HN

SON

30

,835

,283

5,

768,

322

322

1,83

6,81

3 59

8,18

8 13

4,57

0 LA

FAYE

TTE

33,5

72,4

56

4,09

8,60

6 22

1 1,

986,

911

933,

602

127,

089

LAW

REN

CE

15,4

18,8

94

2,31

1,74

4 13

0 92

9,99

3 34

3,34

3 64

,802

LE

E 4,

045,

147

563,

524

35

239,

563

112,

565

12,8

13

LIN

CO

LN

4,89

8,20

4 68

3,39

8 32

29

8,59

4 10

2,88

8 19

,589

8 38 2

Table 3 — Impact of Travel on Arkansas Counties, 2013 — U.S. Travel Association County Travel Economic Impact Model (CTEIM) — Alphabetical by County (continued)

TOTA

L TR

AVEL

- TR

AVEL

- ST

ATE

LOCA

L

TRAV

EL

GENE

RATE

D G

ENER

ATED

TA

X TA

X

EXPE

NDIT

URES

PA

YROL

L EM

PLOY

MEN

T RE

CEIP

TS

RECE

IPTS

V

ISIT

ORS*

COUN

TY

(D

ollar

s) (D

ollar

s) (Jo

bs)

(Dol

lars)

(Dol

lars)

(Per

son-

Trip

s)

LITT

LE R

IVER

23

,833

,465

3,

394,

026

192

1,40

1,95

1 73

0,88

0 94

,399

LO

GAN

12

,253

,857

2,

125,

407

114

755,

561

353,

329

46,3

86

LON

OKE

34

,869

,356

5,

814,

257

308

2,08

6,55

5 59

9,14

7 13

9,77

4 M

ADIS

ON

9,

774,

575

1,41

2,33

3 68

59

1,52

4 25

4,78

1 38

,900

M

ARIO

N

48,4

67,5

50

9,47

7,69

3 54

0 2,

859,

750

1,09

0,71

0 19

9,95

8 M

ILLE

R 82

,617

,868

14

,168

,454

72

3 3,

778,

792

1,22

2,59

0 33

9,32

3 M

ISSI

SSIP

PI

100,

927,

377

21,3

04,1

98

1,20

7 6,

035,

361

1,99

9,92

9 44

5,86

1 M

ON

ROE

32,8

88,6

85

5,79

0,46

0 32

5 1,

958,

064

593,

737

134,

063

MO

NTG

OM

ERY

30,9

09,8

30

4,64

2,82

0 26

4 1,

814,

787

957,

358

113,

029

NEV

ADA

24,6

15,6

45

4,26

0,81

7 16

3 1,

039,

807

358,

292

67,3

86

NEW

TON

12

,556

,377

2,

319,

866

143

743,

617

291,

173

50,6

80

OU

ACH

ITA

30,7

51,0

67

5,38

4,62

8 30

7 1,

823,

301

562,

132

139,

225

PERR

Y 19

,341

,166

2,

698,

038

127

1,12

6,04

2 63

5,33

3 70

,156

PH

ILLI

PS

27,9

71,8

10

4,38

1,27

0 27

4 1,

677,

268

602,

027

114,

477

PIKE

16

,510

,379

2,

946,

316

184

977,

508

353,

667

68,1

23

POIN

SETT

14

,739

,664

1,

589,

089

88

911,

621

264,

440

66,5

46

POLK

23

,559

,798

4,

213,

657

249

1,39

3,66

2 49

8,69

2 94

,057

PO

PE

148,

057,

034

22,5

87,2

89

1,28

0 6,

305,

019

2,07

1,29

3 60

3,31

0 PR

AIRI

E 4,

973,

976

752,

945

46

306,

222

113,

054

20,8

26

PULA

SKI

1,56

9,11

9,55

3 29

7,09

0,94

0 12

,644

59

,671

,043

26

,698

,716

5,

421,

629

RAN

DOLP

H

17,3

64,5

52

2,27

6,79

3 12

8 1,

029,

743

451,

858

77,1

75

SALI

NE

56,5

99,9

63

10,3

54,3

64

626

3,35

1,60

9 1,

023,

026

236,

612

SCO

TT

6,76

1,62

8 1,

216,

787

66

402,

220

164,

126

24,9

14

SEAR

CY

10,0

53,1

78

1,58

9,94

6 84

60

5,22

2 23

3,71

4 50

,146

SE

BAST

IAN

36

8,27

6,80

7 59

,020

,884

2,

817

12,9

03,7

59

4,46

8,01

3 1,

250,

275

SEVI

ER

15,8

33,9

43

2,41

8,16

0 14

2 93

7,82

7 30

9,13

8 61

,466

SH

ARP

46,2

32,5

43

6,92

1,04

7 37

4 2,

719,

898

1,19

9,63

0 18

0,46

4 ST

. FRA

NC

IS

44,0

17,5

48

7,58

5,59

8 40

9 2,

665,

358

874,

263

185,

975

STO

NE

74,1

16,4

40

14,1

13,8

84

785

4,27

5,60

7 1,

563,

806

308,

967

UN

ION

11

5,75

1,10

9 13

,155

,306

88

8 5,

601,

626

1,76

9,19

9 43

2,61

3 VA

N B

URE

N

58,3

68,1

97

9,51

6,26

1 54

0 3,

594,

632

1,67

4,97

2 22

2,08

3 W

ASH

ING

TON

35

4,79

6,63

0 83

,923

,145

4,

208

19,1

45,2

54

5,69

7,83

8 1,

503,

126

WH

ITE

55,9

30,3

28

9,17

3,79

1 57

4 3,

312,

586

951,

197

230,

455

WO

ODR

UFF

6,

759,

289

896,

002

50

402,

402

183,

518

23,4

86

YELL

14

,499

,283

1,

835,

245

105

848,

996

387,

190

51,6

03

TO

TALS

6,

267,

310,

088

1,13

2,04

0,19

1 60

,440

32

2,08

3,37

4 11

8,56

7,39

8 24

,610

,236

* Vis

itatio

n da

ta d

eriv

ed b

y Re

sear

ch a

nd In

form

atio

n Se

rvic

es S

ectio

n of

Ark

ansa

s De

partm

ent o

f Par

ks a

nd T

ouris

m.

Not

e: D

etai

ls m

ay n

ot a

dd d

ue to

roun

ding

.

8 38 2

Table 4 — Impact of Travel on Arkansas Tourism Regions by County — 2014 Preliminary*

TOTAL TRAVEL- TRAVEL- TRAVEL- TRAVEL- TRAVEL GENERATED GENERATED GENERATED GENERATED EXPENDITURES PAYROLL EMPLOYMENT STATE TAX LOCAL TAX VISITORS COUNTY (Dollars) (Dollars) (Jobs) (Dollars) (Dollars) (Person-Trips)

NORTHWEST ARKANSAS BENTON 319,462,363 59,485,363 3,387 20,520,890 7,939,669 1,388,707CARROLL 227,996,196 47,244,656 3,029 14,222,926 4,245,484 957,429MADISON 11,117,759 1,607,345 73 674,050 290,354 43,617WASHINGTON 373,114,788 88,307,417 4,283 20,170,867 6,003,638 1,556,358TOTALS 931,691,106 196,644,781 10,771 55,588,734 18,479,145 3,946,111 OZARK MOUNTAIN REGION BAXTER 228,700,365 42,033,437 2,231 13,388,407 4,194,324 961,195BOONE 66,672,240 12,286,091 754 3,959,905 1,279,328 283,397MARION 51,793,746 10,134,010 554 3,061,644 1,167,823 210,440NEWTON 13,418,087 2,480,513 147 796,116 311,759 53,337SEARCY 10,743,100 1,700,048 86 647,950 250,237 52,775TOTALS 371,327,539 68,634,099 3,773 21,854,023 7,203,471 1,561,145 OZARK GATEWAY FULTON 26,042,491 4,487,431 244 1,551,181 627,691 104,094INDEPENDENCE 38,110,101 7,502,288 453 2,268,864 740,987 159,411IZARD 27,055,143 4,021,106 211 1,600,761 677,447 101,312JACKSON 16,163,250 2,556,069 141 974,131 291,907 67,061LAWRENCE 16,214,972 2,432,513 133 979,813 361,770 67,097RANDOLPH 18,556,234 2,434,458 132 1,102,442 483,804 81,221SHARP 48,619,530 7,282,613 381 2,865,603 1,264,013 186,855STONE 79,202,849 15,091,252 805 4,577,459 1,674,367 325,164TOTALS 269,964,569 45,807,730 2,500 15,920,254 6,121,988 1,092,215 WESTERN ARKANSAS’ MOUNTAIN FRONTIER CRAWFORD 46,317,019 7,698,724 425 2,805,202 797,759 192,775FRANKLIN 17,969,851 3,162,764 161 1,082,193 390,464 73,263LOGAN 6,443,262 1,118,221 58 398,018 186,146 24,014POLK 24,776,191 4,433,785 253 1,468,320 525,457 97,388SCOTT 7,225,660 1,301,048 68 430,616 175,729 26,221SEBASTIAN 418,883,990 67,170,341 2,989 14,704,021 5,091,846 1,401,889TOTALS 521,615,972 84,884,883 3,954 20,888,370 7,167,401 1,815,550 ARKANSAS RIVER VALLEY TRI-PEAKS CONWAY 28,425,605 4,913,634 270 1,702,335 645,868 123,342JOHNSON 32,951,424 6,167,770 330 1,966,489 640,479 141,625LOGAN 6,443,262 1,118,221 58 398,018 186,146 24,014PERRY 20,339,751 2,838,987 129 1,186,364 669,431 72,641POPE 155,701,222 23,767,283 1,303 6,642,779 2,182,459 624,676YELL 15,494,330 1,962,333 108 908,934 414,564 54,308TOTALS 259,355,593 40,768,229 2,198 12,804,920 4,738,947 1,040,605 GREERS FERRY LAKE/LITTLE RED RIVER CLEBURNE 162,518,603 26,674,147 1,440 9,599,876 4,592,550 653,306VAN BUREN 61,381,748 10,013,405 549 3,787,197 1,764,867 229,948WHITE 58,818,012 9,653,044 585 3,490,042 1,002,248 238,617WOODRUFF 7,108,271 942,810 51 423,959 193,367 24,318TOTALS 289,826,635 47,283,406 2,625 17,301,074 7,553,033 1,146,188

8 58 4

Table 4 — Impact of Travel on Arkansas Tourism Regions by County — 2014 Preliminary* (continued)


HEART OF ARKANSAS FAULKNER 103,156,688 19,041,685 1,061 6,161,810 1,721,496 430,128LONOKE 37,262,345 6,216,887 317 2,233,863 641,507 147,101PRAIRIE 5,315,326 805,085 47 327,841 121,047 21,918PULASKI 1,676,803,951 317,664,084 12,978 63,883,740 28,586,310 5,705,853SALINE 58,056,518 10,627,001 629 3,444,202 1,051,388 238,859TOTALS 1,880,594,829 354,354,742 15,033 76,051,457 32,121,748 6,543,859 DIAMOND LAKES CLARK 57,295,500 11,104,382 578 3,484,743 957,216 242,470GARLAND 686,946,901 117,738,425 7,142 38,557,271 14,241,835 2,744,415HOT SPRING 36,677,806 5,772,277 301 2,201,038 842,773 145,265MONTGOMERY 33,031,087 4,964,329 271 1,942,909 1,025,043 118,955PIKE 17,643,441 3,150,344 189 1,046,519 378,671 71,695TOTALS 831,594,735 142,729,757 8,482 47,232,480 17,445,538 3,322,799 ARKANSAS’ LAND OF LEGENDS CLEVELAND 4,650,376 592,403 31 268,389 124,505 13,338GRANT 6,997,529 865,788 54 421,410 141,187 28,375JEFFERSON 133,181,438 24,400,599 1,356 7,215,958 2,688,381 515,510LINCOLN 5,234,354 730,722 33 319,674 110,162 20,616TOTALS 150,063,697 26,589,512 1,474 8,225,432 3,064,235 577,839 ARKANSAS’S GREAT SOUTHWEST HEMPSTEAD 51,857,061 9,800,012 535 3,088,619 1,235,838 208,565HOWARD 4,550,553 530,144 24 283,226 88,729 19,608LAFAYETTE 34,436,417 4,206,525 222 2,041,802 959,485 128,296LITTLE RIVER 24,446,801 3,483,393 193 1,440,682 751,142 95,295MILLER 93,987,419 16,127,634 767 4,306,745 1,393,535 380,539NEVADA 26,304,950 4,555,873 167 1,113,216 383,623 70,919SEVIER 16,920,583 2,585,614 146 1,004,036 330,994 64,688TOTALS 252,503,784 41,289,197 2,055 13,278,326 5,143,347 967,910 ARKANSAS’ SOUTH ASHLEY 30,623,716 5,566,464 326 1,804,195 634,012 128,978BRADLEY 12,042,415 1,819,227 84 746,803 335,263 43,381CALHOUN 3,822,586 369,192 12 229,541 131,836 9,593COLUMBIA 31,530,748 5,677,996 314 1,880,812 621,743 127,911DALLAS 14,794,106 2,076,985 109 906,451 352,676 60,934OUACHITA 32,861,429 5,757,506 315 1,952,023 601,875 146,524UNION 125,245,606 14,242,648 917 6,072,281 1,918,031 461,093TOTALS 250,920,607 35,510,019 2,076 13,592,107 4,595,436 978,413

8 58 4

Table 4 — Impact of Travel on Arkansas Tourism Regions by County — 2014 Preliminary* (continued)


ARKANSAS DELTA BYWAYS ARKANSAS 38,029,185 5,895,591 320 2,259,888 825,333 158,232CHICOT 14,119,153 2,867,562 145 840,066 289,233 57,745CLAY 17,163,843 2,643,500 137 1,017,288 423,021 68,535CRAIGHEAD 106,094,190 20,115,633 1,155 6,372,284 1,732,354 444,808CRITTENDEN 179,639,589 32,619,037 1,900 10,969,880 3,255,034 754,483CROSS 15,032,034 2,570,541 141 897,781 284,127 63,807DESHA 24,366,850 4,465,876 275 1,454,401 452,610 105,308DREW 27,854,326 5,321,730 313 1,668,756 500,891 115,839GREENE 27,214,985 4,935,082 281 1,614,336 576,833 115,556LEE 4,322,754 602,547 36 256,476 120,523 13,485MISSISSIPPI 107,853,747 22,779,485 1,239 6,461,450 2,141,323 469,235MONROE 35,145,746 6,191,441 334 2,096,301 635,714 141,091PHILLIPS 29,415,995 4,610,155 279 1,767,120 634,338 118,531POINSETT 15,751,207 1,699,131 90 975,980 283,136 70,034ST. FRANCIS 47,038,352 8,110,890 419 2,853,529 936,073 195,724TOTALS 689,041,956 125,428,202 7,065 41,505,534 13,090,545 2,892,413 STATE TOTALS 6,698,501,022 1,209,924,556 62,005 344,242,710 126,724,835 25,885,046 * Data are preliminary and will be revised when new benchmark is received. Note: Some details may not add due to rounding.

8 78 6

FIGURE 4

HOW INFORMATION WAS USED IN PLANNINGSPRING 2014

0SHOPPINGMOTEL ATTRACTIONS PLACES TO EAT MORE THAN

ONE OF THE ABOVE

OTHER

5

10

15

20

25

30

35

PERCENT

PERCENT

FIGURE 5

REASONS FOR NOT TRAVELING ARKANSAS

0FINANCIAL TIME PERSONAL/FAMILY WEATHER OTHER

10

20

30

40

SPRING 2013 SPRING 2014

FIGURE 4HOW INFORMATION WAS USED IN PLANNING

SPRING 2014

FIGURE 5REASONS FOR NOT TRAVELING ARKANSAS

During the first seven and a half months of 2014, the Tourism Division received 119,137 requests for travel information that were associated with the Tourism Division’s Spring 2014 Advertising Campaign. A mail survey, often referred to as a conversion study, was conducted. Selected were 5,500 of the individuals who made requests for travel information during the campaign. This survey was used to determine how many had actually visited Arkansas. Here are a few major points from the analysis:

• The overall conversion rate decreased to 41.7% from 47.4% in 2013.

• Average length of total trips increased significantly, by 24.5%, or 6.1 nights in 2014 compared to 4.9 nights in 2013.

• Total dollars spent increased by 18.1%, to $796.69.• Average dollars spent in Arkansas was $509.36,

15.6% more than 2013.• Average family income slightly decreased compared

to last year, to $51,620.65 from $52,199.50 in 2013.• Those who plan to visit Arkansas within the next

12 months decreased to 58.3% in 2014, compared to 63.5% in 2013.

• The average reported length of time to receive an Arkansas Vacation Planning Kit was 17.6 days, slightly longer than 2013.

• Twenty percent visited the Arkansas website, down from 34.2% in 2013.

• Interest in using the information received for reading about lodging and attractions in 2014 may have increased greatly from 2013. New recording

methods have made multiple selections possible. This may account for the change.

• Financial considerations were the reason cited most often for those unable to travel in Arkansas. Those who listed financial considerations decreased to 28.7% in 2014, compared to 30.9% in 2013.

Table 5 summarizes responses for each question in both the 2013 and 2014 surveys. To keep costs down, only a limited number of media are surveyed each year. The 2014 Spring Conversion Study included 10 media. The media is rotated annually so that most major media will be surveyed within a two-year period. For a list of publications surveyed to date, see Table 6. During the campaign, the Tourism Division selected the following eight magazines to be studied: AARP, Better Homes and Gardens, Endless Vacation, Family Fun, Guideposts, Midwest Living, Outside and Southern Living. One newspaper project Preprint inserts and one television project Engage TV were selected to be studied.

The results of the study, by publication, are contained in Table 7. An assessment of each publication by an index entitled the Ratio of Travel Expenditures to Cost is given in Table 8. Figure 4 illustrates how Arkansas information was used in planning trips, and Figure 5 compares reasons given in 2013 and 2014 for not visiting Arkansas. Some publications have a higher cost-per-inquiry than in previous years, and this can be attributed to increased frequency and/or larger ads. It is important to note that ratio of travel expenditures to cost is only one measurement.

THE EFFECTS OF THE 2014 SPRING ADVERTISING CAMPAIGN

8 78 6

Table 5 — Spring Conversion Study Summary, 2014 and 2013

QUESTION 2014 2013

1. Visited Arkansas 41.7% 47.4%

2. Average travel party size 2.7 2.2

3a. Average nights away from home 6.1 4.9

3b. Average nights spent in Arkansas 3.9 3.2

4. Average trip expenditures: Total $796.69 $674.50 Arkansas $509.36 $440.49

5.* Information used in planning for: Motel 14.6% 1.9% Attractions 32.6% 21.1% Places to eat 15.9% 0.6% Shopping 12.5% 0.3% More than one of the above 16.1% 65.8% Other 8.4% 10.3%

6. Needed additional information 10.8% 14.4%

7. Average time from initial request to receipt (days) 17.6 16.1

8. Average trip planning time before trip (weeks) 7.9 5.5

9. Requested information from other states 54.7% 59.4%

10. Visited other states 52.7% 64.5%

11. For those unable to travel in Arkansas, reasons cited: Financial 28.7% 30.9% Time 27.1% 30.4% Personal/family 23.3% 19.5% Weather 1.9% 2.5% Other 19.0% 16.7%

12. Plan to visit Arkansas within the next 12 months 58.3% 63.5%

13. Visited the Arkansas website 20.4% 34.2%

14. Average family income $51,620.65 $52,199.50

* New reporting methods allow more than one answer to be selected, which may account for changes between 2013 and 2014.Source: 2014 and 2013 Conversion Studies, Arkansas Department of Parks and Tourism.

8 98 8

Table 6 — Publications Surveyed and Conversion Rate by Year Surveyed

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

20

05

2005

20

06

2006

20

07

2007

20

08

2008

20

09

2009

20

10

2010

20

11

2011

20

12

2012

20

13

2013

20

14

MA

GA

ZIN

ES

AAA

Living

46

.6

AA

RP M

agaz

ine

46

.9

41

.7

43

.2

37.2

35.4

44

.8

46.2

39

.3

61.2

57

.3

43.1

48

.0

27.7

24

.2

32.8

Amer

ican

Lega

cy

24.7

•

Arth

ur F

rom

mer

’s Bu

dget

Tra

vel

38.7

41.7

36.4

39.7

Audu

bon

27.9

Bette

r Hom

es &

Gar

dens

59

.0

33

.0Co

oking

Lig

ht

32.6

Cook

ing w

ith P

aula

Deen

47

.0

En

dles

s Va

catio

n

53

.6

36

.6

48

.2

56

.9

39

.9

26

.2

34

.0

47

.2Fa

mily

Circ

le 41

.5

40

.9

41.7

57

.1

53.3

50

.8

Fa

mily

Fun

43

.0

37

.3

31

.5

•

Good

Hou

seke

eping

47

.3

37

.3

43

.8

45

.1

Gu

idep

osts

29

.3

33

.7

39.9

27

.7

• •

Hom

e an

d Aw

ay

52.1

32

.2

Mid

west

Livi

ng

46.1

43

.9

41.7

39.0

29

.8

45.0

47.9

50.6

52

.1

61.4

42

.6

38.8

31

.3

44.1

Mid

west

Tra

veler

51

.9

68

.3

Na

tiona

l Geo

grap

hic A

dven

ture

29

.4

33

.9

28

.7

29

.8

Na

tiona

l Geo

grap

hic T

rave

ler

38.2

33

.6

32.7

33.3

29.3

35

.4

37.5

31.7

35

.8

Opra

h

26

.2

54.8

•

31.4

•

44.4

Ou

tsid

e

26.2

•

•

•

29

.6

•

• •

Peop

le 30

.8

•

•

Ra

nd M

cNall

y

53.3

Sm

ithso

nian

25.9

32.5

33

.3

30.4

30.8

25

.0

32.4

69.0

Sout

hern

Livi

ng

50

.0

47

.5

46

.1

53.4

57.9

60

.4

64.2

57

.3

54

.4

52.5

39

.5

40.3

Sout

hern

Tra

veler

64

.2

63

.0

Te

xas

Mon

thly

61.2

trave

linfo

rmat

ion.

com

* 46

.5

50

.6

51

.8

63

.9

•

•

49

.9

•

US

A W

eeke

nd

41.2

46.7

Wom

an’s

Day

48.0

47.8

8 98 8

Table 6 — Publications Surveyed and Conversion Rate by Year Surveyed (continued)

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

FA

LL

SPRI

NG

FALL

SP

RING

20

05

2005

20

06

2006

20

07

2007

20

08

2008

20

09

2009

20

10

2010

20

11

2011

20

12

2012

20

13

2013

20

14

NE

WS

PAP

ER

S

Prep

rint

67

.6

63.8

66.9

68

.2

75.6

74

.2

73.9

76.4

87.4

80.9

70.9

72.5

Mid

west

Vac

atio

n Gu

ide

61.3

54.0

TE

LEVI

SIO

N

Telev

ision

-Gen

eral

73.0

65.4

63.3

79.2

69.2

81.6

70.6

Pay-

Per-I

nquir

y

52.0

48

.6

54

.8

53.8

60

.6

55.7

En

gage

TV

• •

•

OTH

ER

co

olsa

vings

.com

52

.6

In

nova

tion

Ads

36.4

Relat

ions

erve

Inte

rnet

•

• Ins

uffic

ient R

espo

nse

* For

mer

ly Ra

nd M

cNall

y

9 19 0

Table 7 — 2014 Spring Conversion Study by MediaGR

AND

SUBT

OTAL

BETT

ER H

OMES

EN

DLES

S EN

GAGE

TOTA

L M

AGAZ

INE

AARP

&

GARD

ENS

VACA

TION

TV

Visit

ed A

rkan

sas

41.7

%

37.0

%

32.8

%

33.0

%

47.2

%

•Av

erag

e tra

vel p

arty

size

2.

7 2.

5 1.

8 2.

9 2.

7 •

Aver

age

night

s aw

ay

fro

m h

ome:

Tota

l 6.

1 6.

5 5.

6 6.

9 7.

4 •

A

rkan

sas

3.9

4.0

3.4

3.8

4.2

•Av

erag

e tri

p ex

pend

iture

s

$796

.69

$837

.15

$864

.13

$999

.00

$728

.25

•In

form

atio

n re

ques

ted

was

use

d in

plan

ning

for:

Mot

el 14

.6%

14

.6%

14

.1%

13

.7%

11

.7%

•

A

ttrac

tions

32

.6%

32

.6%

34

.5%

32

.9%

34

.8%

•

E

at

15.9

%

16.2

%

11.7

%

17.4

%

14.5

%

•

Sho

p 12

.5%

12

.6%

13

.1%

13

.7%

10

.5%

•

M

ore

than

one

of

the

abov

e 16

.1%

15

.7%

14

.6%

15

.1%

18

.8%

•

O

ther

8.

4%

8.4%

12

.1%

7.

3%

9.8%

•

Need

ed a

dditio

nal in

form

atio

n 10

.8%

11

.8%

14

.3%

15

.9%

9.

5%

•Av

erag

e tim

e fro

m in

itial

req

uest

to re

ceip

t (da

ys)

17.6

18

.6

19.6

17

.9

18.1

•

Aver

age

plan

ning

time

(we

eks)

befo

re a

trip

7.

9 9.

6 7.

4 10

.1

9.0

•Re

ques

ted

infor

mat

ion

fro

m o

ther

sta

tes

54.7

%

64.1

%

60.2

%

71.9

%

60.9

%

•Vi

sited

oth

er s

tate

s 52

.7%

53

.9%

42

.7%

47

.1%

73

.6%

•

For t

hose

una

ble

to tr

avel

in

Arka

nsas

, rea

sons

cite

d:

F

inanc

ial

28.7

%

28.5

%

36.7

%

32.5

%

15.2

%

•

Tim

e 27

.1%

26

.3%

24

.5%

20

.8%

39

.2%

•

P

erso

nal/f

amily

23

.3%

23

.3%

18

.4%

36

.4%

22

.8%

•

W

eath

er

1.9%

1.

9%

2.0%

2.

6%

0.0%

•

O

ther

19

.0%

20

.1%

18

.4%

7.

8%

22.8

%

•Pl

an to

visi

t Ark

ansa

s wi

thin

the

nex

t 12

mon

ths

58.3

%

57.2

%

63.6

%

46.8

%

48.8

%

•Vi

sited

the

Arka

nsas

web

site

20.4

%

16.8

%

15.7

%

14.3

%

16.9

%

•Av

erag

e inc

ome

$5

1,62

0.65

$4

8,96

2.00

$4

4,99

9.00

$4

0,78

0.53

$6

6,16

0.30

9 19 0

Table 7 — 2014 Spring Conversion Study by Media (continued)

FAM

ILY

M

IDW

EST

SOUT

HERN

FU

N GU

IDEP

OSTS

LI

VING

OU

TSID

E PR

EPRI

NT

LIVI

NG

Visit

ed A

rkan

sas

• •

44.1

%

• 72

.5%

40

.3%

Av

erag

e tra

vel p

arty

size

•

• 2.

3 •

2.9

2.8

Aver

age

night

s aw

ay

fro

m h

ome:

To

tal

• •

6.4

• 4.

5 6.

0

Ark

ansa

s •

• 3.

5 •

3.8

3.0

Aver

age

trip

expe

nditu

res

•

• $7

26.3

6 •

$643

.65

$892

.29

Info

rmat

ion

requ

este

d wa

s

u

sed

in pl

annin

g fo

r:

M

otel

• •

15.2

%

• 13

.8%

18

.3%

Attr

actio

ns

• •

33.1

%

• 32

.8%

32

.7%

Eat

•

• 16

.9%

•

14.2

%

17.5

%

S

hop

• •

13.9

%

• 13

.8%

10

.4%

Mor

e th

an o

ne

of th

e ab

ove

• •

12.9

%

• 19

.0%

15

.5%

Oth

er

• •

7.9%

•

6.3%

5.

6%

Need

ed a

dditio

nal in

form

atio

n •

• 14

.0%

•

7.8%

6.

8%

Aver

age

time

from

initia

l

r

eque

st to

rece

ipt (

days

) •

• 11

.2

• 13

.1

18.0

Av

erag

e pl

annin

g tim

e

(

week

s) be

fore

a tr

ip

• •

7.6

• 6.

5 7.

6 Re

ques

ted

infor

mat

ion

fro

m o

ther

sta

tes

• •

79.7

%

• 25

.0%

73

.4%

Vi

sited

oth

er s

tate

s •

• 69

.6%

•

49.7

%

65.1

%

For t

hose

una

ble

to tr

avel

in

Arka

nsas

, rea

sons

cite

d:

F

inanc

ial

• •

18.0

%

• 29

.1%

27

.2%

Tim

e •

• 30

.3%

•

34.5

%

21.7

%

P

erso

nal/f

amily

•

• 23

.6%

•

23.6

%

22.8

%

W

eath

er

• •

3.4%

•

1.8%

0.

0%

O

ther

•

• 24

.7%

•

10.9

%

28.3

%

Plan

to v

isit A

rkan

sas

with

in

t

he n

ext 1

2 m

onth

s •

• 69

.2%

•

64.9

%

63.0

%

Visit

ed th

e Ar

kans

as w

ebsit

e •

• 15

.9%

•

45.0

%

21.0

%

Aver

age

incom

e

• •

$50,

217.

04

• $6

2,81

2.31

$5

4,84

3.09

• Ins

uffic

ient R

espo

nse

9 39 2

Table 8 — Ratio of Travel Expenditures Generated to the Cost of 2014 Spring Advertising Campaign

RA

TIO

OF T

RAVE

L TO

TAL

PE

RCEN

T ES

TIM

ATED

NUM

BER

AVER

AGE

TRAV

EL

ESTI

MAT

ED T

RAVE

L

EXPE

NDIT

URES

NUM

BER

OF

TH

AT C

AME

OF T

RIPS

EX

PEND

ITUR

ES

EXPE

NDIT

URES

TO

COS

T M

EDIA

IN

QUIR

IES

AD C

OST

TO A

RKAN

SAS

(COL

. 2 X

COL

. 4)

IN A

RKAN

SAS*

(C

OL. 5

X C

OL. 6

) (C

OL. 7

÷ C

OL. 3

) AA

RP

3,02

6 $

75,3

10.0

0 32

.8

993

$524

.65

$ 52

0,73

0.17

6.

9 Be

tter H

omes

& G

arde

ns

2,17

3 $

64,5

14.0

0 33

.0

717

$550

.17

$ 39

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The Arkansas Spring Internet Conversion StudyThe Arkansas Department of Parks and Tourism website received 4,157,432 visits during the January through August 15, 2014, Spring/Summer advertising campaign. An Internet Conversion Study was conducted in October 2014. The entire available population was included in this study. The survey instrument, along with a letter from the Tourism Director, was emailed to 56,121 households during October 2014. The survey response rate was 12.37% with 6,942 responses. Results are summarized below.

• Over three-fourths (78.6%) located the Arkansas Department of Parks and Tourism website via either a search engine (54.3%) or website link (24.3%).

• 34.2 percent printed one or more pages from the website, down from 39.0% in Spring 2013.

• 63.7% of respondents reported visiting Arkansas during the last 12 months.

• The average duration of the trip was 4.8 nights. Most (3.63 nights) of the trip was spent in Arkansas. In 2013, trip duration was 4.8 nights, and those spent in Arkansas was 3.7.

• The median Spring expenditure per trip was $673.68, up 8.36% percent from $621.72 in 2013, with $509.47 of the total spent in Arkansas, up 5.3% from $483.85 in 2013.

• Those requesting that additional information be sent to them received it in 12 days, well within the median trip planning time of 9.71 weeks.

• Over three-fourths (78.3%) reported visiting the websites of other states.

• 82.7 percent said they plan to visit Arkansas within the next 12 months.

• The median reported family income in Spring 2014 was $82,621, up 43.0% from $57,773.32.

The Welcome Center SurveyThe Welcome Center Survey is an ongoing project initiated January 1, 1981. The purpose of the survey is to gain insights into the nature of Arkansas travelers and their travel habits. Survey forms are completed at all 13 Arkansas State Welcome Centers. Every 50th travel party registered at each Center is asked to be included in the survey, and the sample size for 2014 was 10,811. Table 10 contains a comparison of the 2013 and 2014 Welcome Center Surveys Summary.

It should be noted that those persons traveling through Arkansas to reach a final destination beyond the state are also included. This affects the totals, but no effort was made to separate them from other travelers, in order to maintain the integrity of the data. All 50 states and the District of Columbia are included in the survey. Foreign visitors are excluded.

• The top states of origin are shown in Figure 6 and in Table 10. Leading the list are Texas, Missouri, Arkansas, Illinois and Oklahoma. These five states account for 54.2% of the total.

• The median age of those stopping for assistance at Arkansas Welcome Centers during 2013 was 55.3 years.

• Travel parties stopping for assistance consisted of 72% family members traveling together and 27% individual travelers.

• When asked the main purpose of their trip, those surveyed responded in order of preference: visiting friends or relatives (42%), sightseeing (16%), recreation (11%), business (10%), entertainment (9%), family affairs (7%) and other (5%).

• Those surveyed indicated their trip lasted 6.8 nights, with 3.3 (48.5%) of those nights spent in Arkansas.

• The majority (73%) considered the trip to be a vacation.

• The top five Arkansas counties listed as a final destination are Garland, Pulaski, Benton, Carroll and Washington.

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FIGURE 6WELCOME CENTER SURVEY TOP 10 STATES OF ORIGIN

2014

THE ARKANSAS SPRING INTERNET CONVERSION STUDY AND THE WELCOME CENTER SURVEY

9 59 4

Table 9 — 2014 Spring Internet Conversion Study

2014 2014 2014 VACATION SPECIALTY ALL 2013 QUESTION KIT ONLY BROCHURES RESPONSES STUDY

1. Learned of the website from: Banner ad 0.7% 0.6% 0.7% 0.8%

Direct e-mail 4.1% 3.1% 4.0% 4.3% Website link 24.3% 21.2% 24.3% 24.9% Search engine 55.2% 56.7% 54.3% 52.8% Social media 2.5% 1.9% 2.9% 3.0% Television 5.9% 5.5% 5.8% 6.4% Newspaper 1.3% 1.3% 1.2% 1.7% Radio 0.6% 0.5% 0.6% 0.7% Magazine 5.4% 9.4% 6.3% 5.4%

Top 3 magazines mentioned: AARP 22.5% 17.1% 16.8% 17.3%

Southern Living 14.5% 4.9% 11.3% 13.3% AAA Tourbook 11.6% 2.4% 7.8% 7.1%

2014 2014 2014 VACATION SPECIALTY 2014 BANNER 2014 ALL 2013

KIT ONLY BROCHURES NEWSLETTER ADS KEYWORD RESPONSES STUDY

2. Printed pages from Arkansas website 33.2% 32.4% 36.0% • 34.0% 34.2% 39.0%

3. Visited Arkansas 62.6% 64.1% 65.5% 62.5% 63.7% 69.3%

4. Travel party composition: Under 18 22.6% 16.6% 19.8% 22.1% 20.8% 21.2%

18-24 4.7% 4.6% 5.9% 4.2% 5.0% 5.6% 25-34 9.4% 9.6% 7.9% 7.0% 8.5% 9.7% 35-44 11.2% 11.2% 12.2% 9.7% 11.3% 11.7% 45-54 15.7% 18.2% 19.6% 14.4% 17.2% 17.1% 55-64 19.8% 27.6% 21.1% 22.7% 21.7% 20.3% 65 and over 16.5% 12.2% 13.5% 19.9% 15.5% 14.4%

5a. Average nights away from home 4.8 4.8 4.8 4.8 4.8 4.8

5b. Average nights in Arkansas 3.6 3.6 3.6 3.6 3.6 3.7

6. Activities participated in: Sightseeing 18.8% 19.1% 17.8% 19.0% 18.5% 17.9% Shopping 11.1% 10.0% 10.4% 11.3% 10.7% 11.0% Attractions 12.9% 10.8% 10.6% 13.0% 11.9% 11.5% Historic sites 12.4% 10.8% 11.2% 11.8% 11.7% 11.5% Museums 7.5% 5.3% 5.8% 6.6% 6.5% 6.3% Live performance 3.0% 2.3% 2.7% 2.67% 2.8% 2.6% Arts/crafts show 2.8% 2.9% 2.6% 3.0% 2.8% 3.0% Camping 5.5% 5.6% 6.2% 5.9% 5.8% 6.4% Hiking 6.4% 6.4% 6.5% 6.7% 6.4% 6.8% Fishing/hunting 3.9% 5.0% 5.7% 4.6% 4.8% 5.4% Antiques 3.6% 3.7% 3.1% 3.4% 3.4% 3.5% Golf 0.7% 0.9% 0.9% 0.4% 0.7% 0.7% Water sports 3.3% 3.3% 4.0% 3.1% 3.5% 3.2% Festivals 2.6% 2.7% 3.3% 2.7% 2.9% 3.1% Birding 1.0% 0.9% 1.1% 1.1% 1.1% 1.4% Sporting events 0.7% 0.6% 0.6% 0.6% 0.6% 0.7% Racing 0.3% 0.2% 0.3% 0.1% 0.3% 0.5% Other 2.3% 2.7% 1.9% 2.4% 2.2% 4.4%

9 59 4



7. Average trip expenditures: Total $680.07 $713.55 $645.65 • $685.80 $673.68 $621.72 Arkansas $509.70 $537.75 $488.97 $518.64 $509.47 $483.85

8. Primary purpose of trip: Visiting friends or relatives 15.1% 13.9% 12.9% 12.7% 13.8% 14.0% Vacation 75.6% 72.4% 74.5% 75.2% 74.8% 72.6% Business 1.6% 2.1% 1.6% 1.7% 1.7% 1.9% Student 0.5% 0.9% 0.5% 1.0% 0.6% 0.7% Other 7.3% 10.7% 10.5% 9.5% 9.2% 10.8%

9. Information used in planning for: Making hotel/motel reservation 15.3% 13.7% 14.2% 15.2% 14.7% 14.6%

Locating Arkansas attractions 39.8% 39.6% 38.4% 38.4% 39.0% 38.8%

Selecting places to eat 15.7% 16.0% 15.7% 15.6% 15.7% 15.6% Finding places to shop 11.1% 9.5% 9.3% 10.6% 10.2% 10.5% All of the above 12.3% 13.2% 15.1% 13.6% 13.6% 13.5% Other 6.0% 8.1% 7.4% 6.6% 6.9% 7.0%

10. Average time for additional information to arrive (days) 12.8 11.1 11.6 13.3 12.3 12.2

11. Average trip planning time before trip (weeks) 9.8 7.5 7.4 10.2 9.7 9.6

12. Visited other state websites 79.7% 75.8% 75.9% 81.9% 78.3% 78.1%

Top 10 state websites visited: MO 5.9% MO 7.0% TX 6.6% MO 6.7% MO 6.1% MO 6.4% TN 5.9% TX 5.7% TN 6.1% TN 6.1% TX 5.9% TX 5.9% TX 5.7% CO 5.7% MO 5.7% TX 5.5% TN 5.9% TN 5.6% CO 4.8% TN 5.3% CO 5.4% FL 5.0% CO 5.1% CO 4.6% FL 4.5% FL 4.4% FL 4.7% CO 4.8% FL 4.6% FL 4.6% OK 4.3% LA 3.6% OK 4.4% OK 4.1% OK 4.2% LA 4.1% LA 3.9% OK 3.5% LA 3.7% LA 3.8% LA 3.8% OK 4.1% AL 3.3% KY 3.2% KY 3.1% AL 3.4% AL 3.2% MS 3.2% MS 3.1% NC 3.0% AL 3.0% GA 3.3% GA 3.0% AL 3.1% GA 2.9% GA 2.8% GA 3.0% KY 3.2% KY 3.0% GA 2.9%

Table 9 — 2014 Spring Internet Conversion Study (continued)

9 79 6



13. Requested information from other states 61.2% 52.5% 52.3% • 63.4% 57.4% 58.5%

Top 10 states from which information was requested: MO 6.1% CO 6.5% TX 6.3% MO 6.6% MO 6.1% MO 6.3% TN 5.7% MO 6.3% MO 5.8% TN 6.2% TX 5.9% TX 5.9% TX 5.7% TN 5.6% TN 5.8% TX 5.9% TN 5.8% TN 5.6% CO 4.8% TX 5.5% CO 5.5% CO 5.2% CO 5.3% CO 4.7% OK 4.3% FL 3.8% OK 4.6% FL 4.9% OK 4.4% OK 4.2% FL 3.8% OK 3.6% FL 4.3% OK 4.6% FL 4.1% FL 4.2% AL 3.7% LA 3.5% LA 3.4% LA 4.0% LA 3.6% LA 3.8% LA 3.7% AL 3.2% AZ 3.1% AL 3.7% AL 3.5% AL 3.4% MS 3.1% KY 2.9% KY 3.1% KY 3.3% KY 3.0% MS 3.1% AZ 2.9% GA 2.6% AL 3.0% GA 3.2% AZ 2.8% KY 2.9%

14. Visited other states 73.5% 73.1% 71.3% 71.8% 72.4% 71.3%

Top 10 states visited: MO 7.4% MO 8.9% MO 8.2% MO 8.5% MO 8.0% MO 8.7% TX 6.5% TX 6.5% TX 7.0% TN 6.2% TX 6.5% TX 6.3% TN 5.8% TN 5.6% TN 6.0% TX 5.7% TN 5.9% TN 6.0% OK 5.0% OK 4.6% OK 5.0% FL 5.0% OK 4.9% OK 5.1% FL 5.0% CO 4.2% FL 4.8% OK 4.4% FL 4.8% FL 4.6% LA 4.2% FL 4.2% LA 4.5% MS 3.8% LA 4.2% LA 4.2% MS 4.1% MS 4.0% MS 3.6% LA 3.7% MS 3.9% MS 4.1% IL 3.4% IL 3.8% IL 3.5% IL 3.5% IL 3.5% AL 3.5% AL 3.3% KY 3.7% CO 3.4% GA 3.4% CO 3.2% GA 3.3% GA 3.0% LA 3.7% KY 3.2% AL 3.3% AL 3.2% IL 3.2% 15. For those unable to travel in Arkansas, reasons cited: Financial 20.1% 18.2% 23.0% 22.2% 21.2% 26.7% Time 33.8% 42.2% 37.2% 33.0% 35.9% 32.8% Personal/family 19.5% 15.7% 14.8% 19.5% 17.4% 17.1% Weather 2.0% 3.3% 3.9% 4.3% 3.2% 3.4% Other 24.6% 20.6% 21.0% 21.1% 22.3% 20.0%

16. Plan to visit Arkansas within the next 12 months 77.7% 87.7% 88.1% 78.9% 82.7% 82.2%

17. Average family income $61,542.71 $87,054.60 $82,792.36 $61,901.54 $82,621.61 $57,773.32

• Insufficient Response

Table 9 — 2014 Spring Internet Conversion Study (continued)

9 79 6

Table 10 — Comparison of the 2014 and 2013 Welcome Center Surveys

PURPOSE OF TRIP 2014 2013

Visit friends 42% 38% Sightseeing 16% 26% Recreation 11% 14% Business 10% 6% Entertainment 9% 8% Family affairs 7% 5% Other 5% 2%

NIGHTS AWAY FROM HOME 2014 2013

1 5% 6% 2 11% 12% 3 11% 12% 4 11% 10% 5 9% 9% 6 9% 9% 7 9% 8% 8+ 35% 35% Median Nights: 6.8 6.2

AVERAGE AGE Median for All Members of the Travel Party 2014 – 55.3 2013 – 57.5

DESCRIPTION OF TRAVEL PARTY 2014 2013

Family 72% 73%Individual 27% 27% Business * * Motor home * * Other * *

FIRST TRIP TO ARKANSAS 2014 – 8.4% 2013 – 11.0%

METHOD OF CONTACTING DEPARTMENT PRIOR TO TRIP

2014 2013

Internet 95% 14% Phone 3% 1% Mail 2% * Did not contact * 85%

TOP 15 STATES OF ORIGIN, 2014 AND 2013

2014 2014 PERCENT 2013 2013

STATE OF ORIGIN RANK OF TOTAL RANK OF TOTAL

Texas 1 18.7% 1 19.6% Missouri 2 12.5% 2 11.0% Arkansas 3 8.9% 13 2.2% Illinois 4 7.7% 4 7.5% Oklahoma 5 6.4% 5 6.5% Louisiana 6 6.0% 3 8.1% Mississippi 7 5.0% 6 4.4% Tennessee 8 3.8% 8 3.0% Indiana 9 2.7% 12 2.5% Michigan 10 2.6% 7 3.8% Florida 11 2.2% 11 2.5% Kansas 12 2.0% 10 2.6% Wisconsin 13 2.0% 9 2.9% Alabama 14 1.7% 20 1.4% Minnesota 15 1.7% 15 1.9% Other 16.1% 20.0%

9 99 8

Table 10 — Comparison of the 2014 and 2013 Welcome Center Surveys (continued)

NIGHTS SPENT IN ARKANSAS 2014 2013

1 26% 28% 2 20% 19% 3 15% 16% 4 12% 12% 5 6% 5% 6 9% 8% 7 4% 3% 8+ 9% 8% Median Nights: 3.30 3.20

VACATIONERS 2014 – 73% 2013 – 84%

TOP 10 ARKANSAS COUNTIES AS FINAL DESTINATION

2014 2013

Garland 1 1 Pulaski 2 2 Benton 3 4 Carroll 4 3 Washington 5 6 Fulton 6 20 Stone 7 5 Baxter 8 7 Pike 9 8 Boone 10 10

AVERAGE TRIP DISTANCE 2014 – 823 miles 2013 – 590 miles

ACTIVITIES PARTICIPATED IN 2014 2013

Sightseeing 76% 89% Shopping 61% 58% Attractions 48% 57% Historic sites 25% 33% Museums 20% 26% Hiking 11% 10% Live performance 10% 14% Arts/crafts show 9% 12% Fishing/hunting 9% 5% Camping 7% 12% Water sports 6% 14% Antiques 5% 2% Birding 4% 6% Festivals 4% 1% Sporting events 3% 3% Golf 2% 3% Racing 1% 7%

AVERAGE EXPENDITURE PER TRIP 2014 – $777 2013 – $847

WHAT MOST INFLUENCED TRIP 2014 2013

Shortest route 42% 27% Previous visit 36% 48% Friend/relative 11% 14% Business 7% 4% Advertisement 5% 7%

* Denotes less than 1 percent. Note: Details may not add due to rounding. Source: 2014 and 2013 Arkansas State Welcome Center Surveys.

9 99 8

During 2014, a talented staff of travel consultants assisted 816,553 visitors at the 13 Arkansas State Welcome Centers. In addition to providing customized travel information to visitors, the Welcome Centers collect a wealth of marketing and research data. Figure 7 compares 2014 and 2013 visitor totals by month. Of those who stopped for assistance, 49.9% were on vacation, while 44.2% were passing through. “Reasons for Travel” is summarized in Table 13 and by Figure 8. The top five regions visited in Arkansas by those who stopped for information were: Heart of Arkansas, Northwest Arkansas, Diamond Lakes, Arkansas Delta Byways and Western Arkansas’ Mountain Frontier.

A very important indicator of the effectiveness of Arkansas’s Welcome Centers is the estimated mileage increase that travel consultants track while assisting visitors. Visitors seek out the experience and knowledge available at the Welcome Centers and will alter their plans accordingly. And this becomes increased time and money spent by the visitors. Travel Consultants track the estimated mileage increase of their efforts as a measure of quantifying their impact. Travel Consultants estimate their impact on travel to increase total mileage in Arkansas by 3.2%.

United States visitors to Arkansas State Welcome Centers decreased 2.1% in 2014, while foreign visitation decreased 8.5% from 2013 totals. The top five countries of origin and their percent of total foreign visitation are

depicted in Figure 9. See Table 17 for the complete breakdown of foreign visitors.

The 13 Centers are located near state borders along highway entry points. The Red River location is the only center staffed by two people and is open 8 a.m. - 4 p.m. during the fall and winter, and 8 a.m. - 5 p.m. in the spring and summer. All others are open 8 a.m.- 5 p.m. in the fall and winter, and 8 a.m. -6 p.m. during the spring and summer. The busiest hours and the percent of travel parties registered were 11 a.m. - 12 p.m. (13.4%), 10 a.m. – 11 a.m. (12.6%), 12 p.m. – 1 p.m. (12.6%), and 1 p.m. – 2 p.m. ( 11.9%). For a complete breakdown of travel parties registered by hours of operation, see Table 12.

The Department of Parks and Tourism Central Office at 1 Capitol Mall in Little Rock is a working 14th Welcome Center that answers phone calls and mailed requests providing information on scenic, historic and recreational points of interest within the state for Arkansas travelers. In addition, this Welcome Center serves as the reception area for the Arkansas Department of Parks and Tourism central office.

Arkansas State Welcome Centers are jointly operated by the Arkansas Department of Parks and Tourism and the Arkansas Highway and Transportation Department. See pages 58-59 for an update on the rebuilding program currently in progress.

CANADA(53%)

OTHER (24%)

MEXICO (8%)

AUSTRALIA (3%)

GERMANY (8%)

ENGLAND (4%)

FIGURE 9WELCOME CENTER FOREIGN VISITORS

TOP FIVE COUNTRIES 2013

12

13 2

3 4

5

1

6

7

89

10

11

14

0

2013 2014JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

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WELCOME CENTER VISITORS BY MONTH 2013-2014

FIGURE 8WELCOME CENTER VISITORS BY REASONS FOR TRAVEL

2014

PASSINGTHROUGH

(44%)

BUSINESS/STUDENT(2%)

LOCAL TRAFFIC (4%)

VACATION(50%)

NAME DATE OPENED UPDATED 1. Bentonville 7-29-67 – 2. Harrison 5-17-88 * 3. Mammoth Spring 3-16-87 – 4. Corning 8-19-68 2/14/06 5. Blytheville 4-07-75 5/12/09 6. West Memphis 11-24-71 5/28/13 7. Helena-West Helena 2-8-78 11/19/13 8. Lake Village 6-30-80 5/18/09 9. El Dorado 1-10-69 11/5/04 10. Texarkana 1-13-69 12/16/04 11. Red River 12-08-88 * 12. Van Buren/Fort Smith 4-27-70 5/24/05 13. Siloam Springs 6-24-92 –* Welcome Centers scheduled to begin updates in 2015– Updates unscheduled

ARKANSAS STATE WELCOME CENTER UPDATES

WELCOME CENTER REGISTRATION SUMMARY

1 0 11 0 0

Table 11 — Welcome Center Summary Table 2014Table 12 — Travel Parties Registered by Hours of Operation and Welcome Center 2014

TO

TAL

MIL

ES

INCR

EASE

IN M

ILES

IN

ARK

ANSA

S TR

AVEL

ED A

S

TOTA

L DA

YSTO

TAL

TOTA

L VI

SITO

RS/

TRAV

ELED

RE

SULT

OF

TRAV

EL

SPEN

T IN

VE

HICL

ES

VISI

TORS

VE

HICL

ES

BY V

ISIT

ORS

COUN

SELI

NG

ARKA

NSAS

Bent

onvil

le 13

,039

25

,707

1.

97

3,25

9,32

0 31

,560

33

,601

Bl

ythe

ville

47,7

12

114,

490

2.40

10

,633

,489

54

8,61

9 72

,310

Co

rning

29

,983

57

,343

1.

91

8,52

9,05

8 94

,200

69

,123

El

Dor

ado

14,2

35

37,1

14

2.61

4,

714,

770

468,

935

30,4

66

Harri

son

28,6

14

68,1

25

2.38

9,

401,

498

147,

460

69,6

99He

lena-

Wes

t Hele

na

13,7

92

25,0

46

1.82

3,

068,

564

60,5

90

22,7

80

Lake

Villa

ge

23,8

21

54,4

71

2.29

7,

293,

670

292,

450

43,1

79

Mam

mot

h Sp

ring

27,9

89

73,2

59

2.62

4,

647,

484

16,9

12

45,7

32

Red

Rive

r 7,

749

16,3

20

2.11

1,

989,

397

47,6

50

17,8

44

Silo

am S

pring

s 10

,211

21

,050

2.

06

1,44

2,51

8 16

,569

19

,557

Te

xark

ana

81,2

61

187,

600

2.31

29

,799

,585

95

5,16

5 17

6,56

6 Va

n Bu

ren/

Fort

Smith

37

,525

86

,691

2.

31

10,6

94,4

95

272,

690

79,0

31

Wes

t Mem

phis

21,1

66

49,3

37

2.33

6,

409,

880

324,

420

36,6

85

TOTA

LS

357,

097

816,

553

2.29

10

1,88

3,72

8 3,

277,

220

716,

573

BEN

TON-

B

LYTH

E-

E

L

H

ELEN

A-

LAK

E

MAM

MOT

H

RED

S

ILOA

M

TEX

AR-

VAN

BUR

EN/

WES

T

H

OURS

OF

OPER

ATIO

N

VIL

LE

VIL

LE

COR

NING

D

ORAD

O

HAR

RISO

N

W. H

ELEN

A

VIL

LAGE

S

PRIN

G

RIV

ER

SPR

INGS

K

ANA

F

ORT

SMIT

H

MEM

PHIS

T

OTAL

S

8 -

9 A

M

667

3,17

9 1,

906

1,72

8 2,

395

1,10

1 1,

656

1,08

7 66

1 1,

195

5,56

0 2,

106

1,45

5 24

,696

9 - 1

0 AM

1,

205

4,66

3 2,

985

1,86

5 3,

369

1,34

5 1,

999

2,11

9 78

8 1,

196

8,01

6 3,

256

1,97

7 34

,783

10 -

11 A

M

1,77

2 5,

687

3,82

6 2,

160

4,26

3 1,

879

2,76

1 3,

329

1,12

9 1,

531

9,68

8 4,

463

2,60

9 45

,097

11 -

12 A

M

1,92

2 5,

738

4,13

7 1,

704

4,47

5 2,

062

3,11

3 3,

863

1,05

3 1,

442

10,5

89

5,07

4 2,

657

47,8

29

12 -

1 P

M

1,66

3 5,

562

3,83

3 1,

604

3,69

0 1,

813

2,98

2 4,

100

1,03

7 1,

231

10,0

06

4,91

7 2,

568

45,0

06

1 -

2 P

M

1,63

5 5,

759

3,48

9 1,

295

3,36

4 1,

745

2,94

8 3,

780

964

1,14

6 9,

450

4,41

6 2,

393

42,3

84

2 -

3 P

M

1,50

1 5,

919

3,40

7 1,

240

2,84

7 1,

655

3,02

4 3,

787

932

1,00

4 9,

489

4,51

7 2,

584

41,9

06

3 -

4 P

M

1,29

9 5,

297

2,95

0 1,

178

2,56

5 1,

609

2,68

9 3,

084

955

742

9,08

0 4,

166

2,32

7 37

,941

4

- 5

PM

1,

060

4,68

9 2,

517

1,23

2 1,

330

583

2,06

4 2,

199

230

574

7,36

8 3,

571

2,02

8 29

,445

5 -

6 P

M

315

1,21

9 93

3 22

9 31

6 –

585

641

–

150

2,01

5 1,

039

568

8,01

0

TOTA

LS

13,0

39

47,7

12

29,9

83

14,2

35

28,6

14

13,7

92

23,8

21

27,9

89

7,74

9 10

,211

81

,261

37

,525

21

,166

35

7,09

7

1 0 11 0 0

BEN

TON-

B

LYTH

E-

E

L

H

ELEN

A-

LAK

E

MAM

MOT

H

RED

S

ILOA

M

TEX

AR-

VAN

BUR

EN/

WES

T

H

OURS

OF

OPER

ATIO

N

VIL

LE

VIL

LE

COR

NING

D

ORAD

O

HAR

RISO

N

W. H

ELEN

A

VIL

LAGE

S

PRIN

G

RIV

ER

SPR

INGS

K

ANA

F

ORT

SMIT

H

MEM

PHIS

T

OTAL

S

8 -

9 A

M

667

3,17

9 1,

906

1,72

8 2,

395

1,10

1 1,

656

1,08

7 66

1 1,

195

5,56

0 2,

106

1,45

5 24

,696

9 - 1

0 AM

1,

205

4,66

3 2,

985

1,86

5 3,

369

1,34

5 1,

999

2,11

9 78

8 1,

196

8,01

6 3,

256

1,97

7 34

,783

10 -

11 A

M

1,77

2 5,

687

3,82

6 2,

160

4,26

3 1,

879

2,76

1 3,

329

1,12

9 1,

531

9,68

8 4,

463

2,60

9 45

,097

11 -

12 A

M

1,92

2 5,

738

4,13

7 1,

704

4,47

5 2,

062

3,11

3 3,

863

1,05

3 1,

442

10,5

89

5,07

4 2,

657

47,8

29

12 -

1 P

M

1,66

3 5,

562

3,83

3 1,

604

3,69

0 1,

813

2,98

2 4,

100

1,03

7 1,

231

10,0

06

4,91

7 2,

568

45,0

06

1 -

2 P

M

1,63

5 5,

759

3,48

9 1,

295

3,36

4 1,

745

2,94

8 3,

780

964

1,14

6 9,

450

4,41

6 2,

393

42,3

84

2 -

3 P

M

1,50

1 5,

919

3,40

7 1,

240

2,84

7 1,

655

3,02

4 3,

787

932

1,00

4 9,

489

4,51

7 2,

584

41,9

06

3 -

4 P

M

1,29

9 5,

297

2,95

0 1,

178

2,56

5 1,

609

2,68

9 3,

084

955

742

9,08

0 4,

166

2,32

7 37

,941

4

- 5

PM

1,

060

4,68

9 2,

517

1,23

2 1,

330

583

2,06

4 2,

199

230

574

7,36

8 3,

571

2,02

8 29

,445

5 -

6 P

M

315

1,21

9 93

3 22

9 31

6 –

585

641

–

150

2,01

5 1,

039

568

8,01

0

TOTA

LS

13,0

39

47,7

12

29,9

83

14,2

35

28,6

14

13,7

92

23,8

21

27,9

89

7,74

9 10

,211

81

,261

37

,525

21

,166

35

7,09

7

Table 13 — Visitors by Reasons for Travel and Welcome Center 2014Table 14 — Visitors by Destination in Arkansas by Region and Welcome Center 2014

BENT

ON-

BLYT

HE-

EL

HELE

NA-

LAKE

M

AMM

OTH

RED

SILO

AM

TEXA

R-

VAN

BURE

N/

WES

T RE

ASON

FOR

TRA

VEL

VILL

E VI

LLE

CORN

ING

DORA

DO

HARR

ISON

W

. HEL

ENA

VILL

AGE

SPRI

NG

RIVE

R SP

RING

S KA

NA

FORT

SM

ITH

MEM

PHIS

TO

TALS

Vaca

tion

16,5

23

38,7

99

25,1

12

23,5

51

41,5

31

9,97

1 14

,688

39

,889

9,

242

14,4

51

119,

244

36,9

58

17,8

74

407,

833

Pass

ing T

hrou

gh

5,39

6 72

,604

29

,650

8,

815

23,9

08

9,54

1 37

,947

21

,303

5,

637

3,71

9 66

,881

46

,815

28

,973

36

1,18

9Lo

cal T

raffi

c 2,

379

337

884

2,39

5 1,

492

2,71

4 92

7 11

,406

44

7 1,

481

580

1,16

6 1,

759

27,9

67Bu

sines

s / S

tude

nt

1,40

9 2,

748

1,69

7 2,

353

1,19

4 2,

820

909

663

994

1,39

9 89

5 1,

752

731

19,5

64

TOTA

LS

25,7

07

114,

488

57,3

43

37,1

14

68,1

25

25,0

46

54,4

71

73,2

61

16,3

20

21,0

50

187,

600

86,6

91

49,3

37

816,

553

REGI

ONAL

TOU

RISM

BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

AS

SOCI

ATIO

N (L

ISTE

D BY

RAN

K)

VILL

E VI

LLE

CORN

ING

DORA

DO

HARR

ISON

W

. HEL

ENA

VILL

AGE

SPRI

NG

RIVE

R SP

RING

S KA

NA

FORT

SM

ITH

MEM

PHIS

TO

TALS

Hear

t of A

rkan

sas

1,57

5 13

,352

6,

845

4,09

5 5,

872

1,34

3 4,

551

429

204

253

51,2

06

9,07

4 7,

391

106,

190

Diam

ond

Lake

s 1,

739

5,99

7 3,

221

6,96

5 3,

990

878

2,12

9 48

7 1,

261

206

33,9

60

2,75

1 2,

325

65,9

09Ar

kans

as D

elta

B

yway

s 17

2 17

,973

4,

398

933

1,16

7 6,

469

4,19

0 2,

147

55

101

19,9

92

2,50

9 1,

950

62,0

56Oz

ark

Gate

way

555

140

5,44

4 96

8 3,

375

467

390

38,8

09

142

796

2,94

6 1,

062

714

55,8

08No

rthwe

st A

rkan

sas

11,0

83

170

370

1,72

1 9,

866

407

1,33

8 46

5 1,

618

12,2

43

2,39

6 11

,044

96

5 53

,686

Ozar

k M

ount

ain

R

egio

n 71

9 11

4 92

7 1,

060

19,1

15

297

519

2,27

2 13

7 1,

423

4,43

8 1,

957

448

33,4

26Ar

kans

as’s

Grea

t

Sou

thwe

st

286

6,15

0 79

3 68

2 47

9 64

12

5 35

4,

232

28

11,1

85

114

1,37

3 25

,546

Arka

nsas

Rive

r Vall

ey

T

ri-Pe

aks

1,14

5 43

1 67

9 2,

303

2,27

6 28

8 80

5 15

8 39

5 14

8 3,

949

4,20

2 52

8 17

,307

Wes

tern

Ark

ansa

s’

Mou

ntain

Fro

ntier

2,

008

729

147

1,57

8 1,

049

185

458

64

2,26

1 37

0 71

3 5,

983

1,26

0 16

,805

Gree

rs F

erry

Lak

e/

Litt

le Re

d Ri

ver

129

795

3,60

2 1,

035

2,14

0 28

3 44

9 39

6 56

47

4,

380

1,13

3 55

3 14

,998

Arka

nsas

’ Sou

th

109

277

260

7,80

5 29

7 10

9 36

8 30

18

4 14

77

8 27

5 97

10

,603

Arka

nsas

’ Lan

d

of L

egen

ds

234

934

451

1,06

8 44

5 31

5 89

2 63

32

13

2,

576

775

621

8,41

9

TOTA

LS

19,7

54

47,0

62

27,1

37

30,2

13

50,0

71

11,1

05

16,2

14

45,3

55

10,5

77

15,6

42

138,

519

40,8

79

18,2

25

470,

753

1 0 31 0 2

Table 15 — Visitors by Destination in Arkansas by Park Visited and Welcome Center 2014AR

KANS

AS S

TATE

PAR

K BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

DEST

INAT

IONS

(LIS

TED

BY R

ANK)

VI

LLE

VILL

E CO

RNIN

G DO

RADO

HA

RRIS

ON

W. H

ELEN

A VI

LLAG

E SP

RING

RI

VER

SPRI

NGS

KANA

FO

RT S

MIT

H M

EMPH

IS

TOTA

LS

Mam

mot

h Sp

ring

18

0 26

16

17

8 0

1 39

,882

2

16

27

0 0

40,1

66Cr

ater

of D

iamon

ds

484

562

457

1,26

3 76

7 62

75

63

31

0 78

4,

763

423

229

9,53

6Pe

tit J

ean

179

57

88

1,13

3 48

6 45

19

2 41

60

14

1,

587

589

48

4,51

9De

Gray

Lak

e Re

sort

62

34

48

1,51

3 42

19

21

12

18

1

1,27

8 36

25

3,

109

Ozar

k Fo

lk Ce

nter

50

8

148

521

761

57

92

210

36

51

826

236

33

3,02

9M

ount

Mag

azine

33

0 13

61

90

25

5 13

73

54

15

4 24

70

8 46

8 8

2,25

1Hi

stor

ic W

ashin

gton

12

0

4 19

9 32

2

0 2

88

4 1,

895

6 0

2,24

4La

ke C

athe

rine

50

29

20

384

61

12

28

13

19

2 1,

116

11

38

1,78

3La

ke O

uach

ita

77

46

21

143

36

18

15

4 70

2

977

22

7 1,

438

Devil

's De

n 43

9 2

4 21

7 42

2

20

12

53

156

44

294

6 1,

291

Mou

nt N

ebo

65

5 17

33

1 32

9 7

17

13

20

6 34

3 10

6 10

1,

269

Quee

n W

ilhelm

ina

19

0 5

830

10

6 1

0 15

6 16

62

8

0 1,

113

Bull S

hoals

-Whit

e Ri

ver

23

3 30

33

9 18

2 23

4

118

10

89

247

19

10

1,09

7M

oro

Bay

0 0

0 75

1 2

0 3

0 0

0 7

0 2

765

Arka

nsas

Mus

eum

of

N

atur

al Re

sour

ces

2 0

0 69

6 26

1

0 6

4 2

4 2

0 74

3La

ke C

hicot

4

8 2

282

46

13

374

0 2

0 2

7 0

740

Hobb

s 30

7 0

0 13

2 27

0

0 0

3 21

7 6

29

0 72

1Pi

nnac

le M

ount

ain

13

9 9

336

19

2 6

0 0

22

134

19

6 57

5Vi

llage

Cre

ek

8 89

10

7

7 37

2

22

0 0

221

96

43

542

Lake

Dar

dane

lle

39

21

18

17

48

6 6

0 4

0 54

29

6 15

52

4M

illwoo

d 17

12

15

8

63

0 2

2 18

5 0

69

0 7

380

With

row

Sprin

gs

45

0 2

196

22

0 0

2 5

17

18

52

4 36

3La

ke F

ort S

mith

12

0 0

0 21

7

2 3

0 12

12

13

13

1 5

326

Sout

h Ar

kans

as A

rbor

etum

0

0 0

326

0 0

0 0

0 0

0 0

0 32

6Pr

airie

Grov

e Ba

ttlefi

eld

162

0 0

0 32

1

0 6

23

66

6 22

0

318

Daisy

13

4

6 30

22

1

6 0

114

0 10

1 6

3 30

6To

ltec

Mou

nds

4 4

7 18

7 5

0 5

6 0

5 24

1

0 24

8Cr

owley

's Ri

dge

3 0

35

44

21

8 0

29

0 0

20

13

4 17

7M

ississ

ippi

Rive

r 0

1 4

0 33

11

0 0

0 0

0 7

7 3

165

Cane

Cre

ek

1 3

2 75

10

3

14

0 0

0 3

7 0

118

Coss

atot

Rive

r Sta

te P

ark-

N

atur

al Ar

ea

6 0

0 0

2 0

0 0

87

0 14

0

0 10

9La

ke C

harle

s 0

0 28

2

12

2 2

47

0 0

3 0

0 96

Whit

e Oa

k La

ke

0 0

4 22

0

2 0

0 0

0 59

0

0 87

Jack

sonp

ort

0 2

41

0 4

2 0

6 0

0 19

0

0 74

Woo

lly H

ollo

w 1

0 0

4 30

2

2 0

0 0

24

9 0

72Da

vidso

nville

4

0 17

0

4 0

0 34

0

0 8

0 3

70Pa

rkin

0 42

0

4 0

3 2

5 0

0 10

3

0 69

Louis

iana

Purc

hase

5

4 1

0 3

34

0 0

0 0

4 2

0 53

Arka

nsas

Pos

t Mus

eum

0

0 0

0 1

14

22

0 0

2 3

0 0

42Ha

mps

on A

rche

olog

ical M

useu

m

0 14

0

4 0

1 0

0 0

0 15

0

1 35

Delta

Her

itage

Tra

il 0

0 0

0 0

27

0 0

0 0

0 0

0 27

Plan

tatio

n Ag

ricult

ure

Mus

eum

8

2 5

0 5

0 0

0 0

0 4

2 0

26Po

what

an

4 0

4 0

0 0

0 14

0

0 0

0 0

22La

ke P

oins

ett

0 4

0 0

2 4

0 0

0 0

2 0

0 12

Lake

Frie

rson

0

0 0

0 2

0 0

4 0

0 5

0 0

11Je

nkins

Fer

ry B

attle

grou

nd

0 0

0 0

4 0

0 0

0 0

4 0

0 8

Lowe

r Whit

e Ri

ver M

useu

m

0 0

0 5

0 0

0 0

0 0

0 2

0 7

Poiso

n Sp

rings

Bat

tlegr

ound

0

0 0

0 4

0 0

0 0

0 2

0 0

6M

arks

' Mills

Bat

tlegr

ound

2

0 0

0 0

0 0

0 0

0 2

0 0

4Co

nway

Cem

eter

y 0

0 0

0 0

0 0

0 0

0 2

0 0

2He

rman

Dav

is 0

0 0

0 0

0 0

2 0

0 0

0 0

2Lo

goly

0 0

0 0

0 0

0 0

0 0

0 0

0 0

TOTA

LS

2,57

6 97

8 1,

139

10,1

28

3,64

4 54

1 98

8 40

,609

1,

435

802

14,7

42

2,92

4 51

0 81

,016

1 0 31 0 2

Table 16 — Visitors by State and Welcome Center 2014BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

ST

ATES

(LIS

TED

BY R

ANK)

VI

LLE

VILL

E CO

RNIN

G DO

RADO

HA

RRIS

ON

W. H

ELEN

A VI

LLAG

E SP

RING

RI

VER

SPRI

NGS

KANA

FO

RT S

MIT

H M

EMPH

IS

TOTA

LS

ARKA

NSAS

4,

772

4,59

7 19

,875

9,

874

25,2

19

12,2

70

23,5

19

21,5

27

6,71

3 2,

931

21,3

98

10,1

23

6,50

6 16

9,32

4TE

XAS

1,48

4 9,

773

4,52

5 2,

308

4,68

5 94

3 82

9 1,

805

3,12

9 1,

418

99,7

11

15,2

23

7,13

6 15

2,96

9M

ISSO

URI

7,27

1 23

,367

14

,149

52

3 12

,434

28

9 1,

262

27,8

59

595

459

3,66

2 1,

033

1,65

6 94

,559

OKLA

HOM

A 1,

246

318

155

448

2,53

9 53

1 1,

750

581

627

13,5

16

718

26,9

60

1,47

9 50

,868

LOUI

SIAN

A 57

9 3,

317

569

18,9

86

2,91

5 22

9 5,

822

1,03

4 3,

449

88

9,30

0 47

4 80

2 47

,564

ILLI

NOIS

55

9 24

,460

8,

640

249

1,58

4 18

0 20

2 1,

502

67

142

6,18

5 47

1 1,

172

45,4

13M

ISSI

SSIP

PI

256

4,95

7 16

8 1,

601

1,77

6 5,

542

13,0

27

3,12

0 12

2 31

1,

218

1,16

0 1,

928

34,9

06TE

NNES

SEE

169

5,35

6 41

7 22

9 1,

272

1,33

3 39

3 3,

452

40

101

7,48

8 3,

503

6,43

0 30

,183

INDI

ANA

171

7,66

4 1,

715

113

589

70

60

422

18

60

4,01

0 34

3 41

9 15

,654

MIC

HIGA

N 25

6 6,

143

1,21

9 14

1 65

6 10

8 13

5 43

4 53

74

4,

668

532

759

15,1

78FL

ORID

A 43

8 1,

713

268

325

1,36

2 33

5 2,

447

1,37

2 15

0 92

1,

271

1,95

4 1,

488

13,2

15AL

ABAM

A 13

0 1,

235

101

458

1,04

3 60

2 1,

409

1,62

2 42

33

90

1 1,

930

1,94

7 11

,453

KANS

AS

2,39

5 46

8 10

2 17

2 1,

473

163

565

2,53

0 14

3 42

7 20

6 1,

771

324

10,7

39OH

IO

186

1,66

0 59

1 23

8 35

8 10

4 96

23

2 31

50

4,

612

592

1,49

1 10

,241

WIS

CONS

IN

409

4,16

4 1,

674

72

857

87

172

482

62

84

1,62

6 23

2 31

2 10

,233

KENT

UCKY

77

3,

464

606

114

205

85

52

347

17

36

3,21

0 54

8 1,

126

9,88

7IO

WA

1,23

1 2,

604

522

57

1,56

6 93

17

7 63

6 19

9 73

49

4 26

3 22

7 8,

142

CALI

FORN

IA

185

542

194

40

683

148

216

459

51

254

1,11

3 3,

315

797

7,99

7GE

ORGI

A 15

8 49

8 12

1 28

7 75

2 48

4 32

1 63

7 40

42

67

3 1,

992

1,72

5 7,

730

MIN

NESO

TA

1,22

9 1,

713

187

76

1,30

5 76

23

5 41

0 24

9 74

50

6 27

8 39

9 6,

737

NORT

H CA

ROLI

NA

88

328

87

68

451

170

93

137

22

57

1,28

4 1,

884

1,65

3 6,

322

VIRG

INIA

63

18

7 98

19

21

5 65

77

16

4 10

54

1,

558

1,09

2 1,

481

5,08

3PE

NNSY

LVAN

IA

72

381

85

23

202

108

54

95

14

40

1,75

5 68

0 1,

009

4,51

8AR

IZON

A 14

2 32

4 90

46

27

9 38

62

16

9 17

10

0 87

1 1,

714

418

4,27

0CO

LORA

DO

186

228

57

35

424

80

241

250

18

172

244

1,42

9 25

0 3,

614

NEW

YOR

K 81

31

1 10

7 23

18

6 62

48

61

8

36

1,22

0 46

0 83

4 3,

437

SOUT

H CA

ROLI

NA

46

176

38

87

205

146

98

137

9 24

37

6 81

6 72

3 2,

881

NEBR

ASKA

70

5 36

2 35

7

643

6 13

6 34

9 13

3 58

10

1 17

2 82

2,

789

NEW

MEX

ICO

47

134

40

69

136

34

24

53

10

75

369

1,06

4 24

1 2,

296

WAS

HING

TON

92

213

71

45

265

43

67

182

25

64

210

388

196

1,86

1M

ARYL

AND

29

67

32

7 65

31

28

33

6

15

517

312

550

1,69

2NE

W J

ERSE

Y 26

87

28

12

64

21

17

37

2

18

396

258

370

1,33

6W

EST

VIRG

INIA

14

15

2 64

29

70

20

15

30

8

7 49

5 18

3 21

2 1,

299

SOUT

H DA

KOTA

23

7 18

1 29

27

14

9 17

49

87

63

8

92

75

39

1,05

3M

ASSA

CHUS

ETTS

40

86

35

18

43

24

26

11

2

36

269

211

249

1,05

0OR

EGON

46

90

41

12

12

0 24

78

64

39

25

14

0 21

5 13

4 1,

028

NEVA

DA

40

84

32

8 64

9

31

37

5 5

114

433

106

968

UTAH

8

46

12

9 42

14

26

68

11

17

55

20

6 69

58

3CO

NNEC

TICU

T 9

41

19

6 39

16

18

18

3

17

171

109

115

581

IDAH

O 31

49

27

2

78

8 17

42

6

12

80

109

46

507

NORT

H DA

KOTA

79

10

4 6

8 87

8

18

49

8 13

51

43

19

49

3AL

ASKA

33

51

24

9

67

19

13

42

5 3

85

67

39

457

1 0 51 0 4

Table 16 — Visitors by State and Welcome Center 2014 (continued)BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

ST

ATES

(LIS

TED

BY R

ANK)

VI

LLE

VILL

E CO

RNIN

G DO

RADO

HA

RRIS

ON

W. H

ELEN

A VI

LLAG

E SP

RING

RI

VER

SPRI

NGS

KANA

FO

RT S

MIT

H M

EMPH

IS

TOTA

LS

WYO

MIN

G 26

55

4

2 56

1

35

70

6 27

34

11

4 18

44

8M

AINE

4

23

10

1 28

6

22

14

1 13

13

8 10

7 75

44

2NE

W H

AMPS

HIRE

12

29

6

5 58

7

1 10

7

13

80

99

100

427

MON

TANA

38

61

19

4

40

10

23

60

10

7 23

62

27

38

4VE

RMON

T 10

26

14

1

35

11

1 8

0 9

87

61

94

357

DELA

WAR

E 2

13

3 0

13

6 3

11

2 0

110

85

87

335

DIST

RICT

OF

C

OLUM

BIA

0 18

2

0 8

2 10

1

0 1

47

63

157

309

HAW

AII

7 18

31

3

29

0 9

12

0 2

38

47

21

217

RHOD

E IS

LAND

5

7 1

0 12

1

20

1 4

2 48

33

27

16

1

TO

TALS

25

,419

11

1,94

5 56

,945

36

,896

67

,446

24

,679

54

,049

72

,765

16

,251

20

,915

18

4,02

8 85

,288

47

,564

80

4,19

0

1 0 51 0 4

BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

FO

REIG

N CO

UNTR

IES

VILL

E VI

LLE

CORN

ING

DORA

DO

HARR

ISON

W

. HEL

ENA

VILL

AGE

SPRI

NG

RIVE

R SP

RING

S KA

NA

FORT

SM

ITH

MEM

PHIS

TO

TALS

AFR

ICA

AFRI

CA O

THER

4

6 5

36

10

0 2

15

6 3

23

10

31

151

EG

YPT

0 0

0 0

0 2

0 3

0 0

0 5

0 10

AM

ER

ICA

N P

OS

SE

SS

ION

S &

TE

RR

ITO

RIE

S

GUAM

0

1 0

0 0

0 0

0 0

0 11

5

0 17

PH

ILIP

PINE

S 3

11

0 0

0 0

2 0

0 0

0 3

13

32

PUER

TO R

ICO

6 8

4 0

5 0

3 3

0 0

6 3

15

53

VIRG

IN IS

LAND

S 0

6 0

0 0

0 4

0 0

0 2

3 7

22

AS

IA

AS

IA O

THER

0

5 0

0 1

5 1

0 0

0 13

4

0 29

CH

INA

3 7

5 0

7 0

8 3

3 0

20

32

14

102

IN

DIA

3 0

0 9

9 0

6 4

2 6

20

10

2 71

IN

DONE

SIA

0 0

0 0

4 0

0 0

0 0

0 2

0 6

JA

PAN

2 13

0

18

2 9

16

13

0 0

12

24

14

123

KO

REA

0 4

0 0

3 0

2 7

0 0

13

29

25

83

MAL

AYSI

A 0

5 0

0 4

0 0

0 0

3 0

2 0

14

PAKI

STAN

0

3 0

0 0

0 0

0 0

0 0

0 0

3

SRI L

ANKA

0

7 0

0 2

0 0

0 0

0 0

0 0

9

THAI

LAND

5

2 0

0 0

0 2

8 0

0 10

10

3

40

TURK

EY

0 3

0 0

0 0

0 0

0 0

6 0

3 12

CA

NA

DIA

N P

RO

VIN

CE

S

AL

BERT

A 17

85

3

2 44

9

21

0 6

4 33

44

2

270

BR

ITIS

H CO

LUM

BIA

8 9

4 0

30

11

17

0 4

3 51

67

41

24

5

CANA

DA O

THER

0

15

0 51

4

4 0

96

0 21

6

0 0

197

M

ANIT

OBA

50

82

11

2 75

4

12

4 2

0 34

18

2

296

NE

W B

RUNS

WIC

K 0

19

2 2

12

0 2

2 2

0 23

15

39

11

8

NEW

FOUN

DLAN

D 0

2 3

0 0

0 0

0 0

0 9

3 0

17

NOVA

SCO

TIA

0 3

4 0

5 0

2 0

0 0

39

22

6 81

ON

TARI

O 65

1,

294

217

11

138

22

25

14

6 10

1,

667

288

700

4,45

7

PRIN

CE E

DWAR

D

IS

LAND

0

5 0

1 4

0 1

0 0

0 6

4 0

21

QUEB

EC

4 12

3 19

0

0 4

5 0

0 2

297

173

86

713

SA

SKAT

CHEW

AN

7 17

3

1 35

4

12

0 2

0 10

10

0

101

Table 17 — Foreign Visitors by Country and Welcome Center 2014

1 0 6

Table 17 — Foreign Visitors by Country and Welcome Center 2014 (continued)BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

FO

REIG

N CO

UNTR

IES

VILL

E VI

LLE

CORN

ING

DORA

DO

HARR

ISON

W

. HEL

ENA

VILL

AGE

SPRI

NG

RIVE

R SP

RING

S KA

NA

FORT

SM

ITH

MEM

PHIS

TO

TALS

CE

NTR

AL

AM

ER

ICA

BA

HAM

AS

0 0

0 0

0 0

0 16

0

0 0

0 0

16

BELI

ZE

0 11

0

0 0

0 2

0 0

0 3

0 22

38

BE

RMUD

A 0

6 0

0 0

0 0

0 0

0 0

0 8

14CE

NTRA

L AM

ERIC

A

OTH

ER

0 0

0 0

0 0

0 4

0 0

6 1

0 11

CO

STA

RICA

0

7 0

0 0

3 2

3 0

0 0

3 0

18

CUBA

0

0 0

0 0

0 0

6 0

0 0

4 0

10

GUAT

EMAL

A 0

12

0 0

4 0

2 0

0 6

0 8

0 32

HO

NDUR

AS

0 5

0 0

0 0

0 0

0 0

1 5

0 11

JA

MAI

CA

0 4

0 0

0 0

0 0

0 0

4 0

0 8

PA

NAM

A 0

0 0

0 0

0 0

0 2

0 2

5 0

9

EU

RO

PE

AU

STRI

A 0

13

2 0

14

6 16

0

0 0

27

28

111

217

BE

LGIU

M

0 3

0 0

5 0

3 0

5 3

0 2

0 21

BU

LGAR

IA

0 0

1 0

5 0

0 0

0 0

1 0

0 7

CZEC

H RE

PUBL

IC

4 0

0 0

0 0

0 0

2 0

2 9

2 19

DENM

ARK

3 9

19

0 3

3 0

17

0 1

17

17

33

122

EN

GLAN

D 8

92

5 4

32

69

31

48

2 1

140

76

69

577

EU

ROPE

OTH

ER

0 20

0

0 0

0 1

14

0 0

40

6 6

87

FINL

AND

2 13

0

0 12

7

6 0

0 0

10

9 14

73

FR

ANCE

12

10

2

6 14

16

24

16

0

4 21

36

26

18

7

GERM

ANY

32

100

17

38

105

73

58

78

13

33

104

85

215

951

HU

NGAR

Y 0

0 4

0 0

0 0

3 0

0 3

6 6

22

ICEL

AND

0 0

0 0

0 0

0 0

0 0

0 12

0

12

IREL

AND

1 16

2

0 2

0 0

4 0

0 31

12

4

72

ITALY

0

23

0 2

4 11

12

4

0 2

30

7 10

10

5

NETH

ERLA

NDS

3 20

2

0 14

10

17

4

4 2

56

30

29

191

NO

RWAY

14

7

2 2

0 10

0

6 0

0 3

11

12

67

POLA

ND

0 9

0 0

4 2

2 0

0 0

5 8

2 32

PO

RTUG

AL

0 0

0 0

0 0

0 0

0 0

1 0

4 5

RU

SSIA

2

1 3

0 0

0 2

4 1

0 14

23

2

52

SCOT

LAND

2

14

5 0

8 4

2 0

0 0

13

2 11

61

SP

AIN

0 18

0

0 3

5 4

0 0

0 13

16

9

68

SWED

EN

0 9

0 18

0

10

17

1 1

0 25

13

45

13

9

SWIT

ZERL

AND

2 18

4

0 6

4 13

5

2 4

37

17

29

141

W

ALES

0

2 0

0 0

0 0

0 0

0 0

2 2

6

YUGO

SLAV

IA

0 0

1 0

0 0

0 0

0 0

1 0

0 2

107

1 0 6

Table 17 — Foreign Visitors by Country and Welcome Center 2014 (continued)BE

NTON

- BL

YTHE

-

EL

HE

LENA

- LA

KE

MAM

MOT

H RE

D SI

LOAM

TE

XAR-

VA

N BU

REN/

W

EST

FO

REIG

N CO

UNTR

IES

VILL

E VI

LLE

CORN

ING

DORA

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W

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ENA

VILL

AGE

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NG

RIVE

R SP

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SM

ITH

MEM

PHIS

TO

TALS

ME

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MEX

ICO

2 28

2 39

10

10

3

10

13

0 2

528

35

61

995

NE

AR

& M

IDD

LE E

AS

TIR

AN

2 0

0 0

0 0

0 0

0 0

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IS

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2

4 0

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25NE

AR &

MID

DLE

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R 0

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BIA

0 3

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0 12

OC

EA

NIA

AU

STRA

LIA

11

62

6 4

18

35

34

37

3 16

85

65

0

376

NE

W Z

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ND

3 6

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4 11

4

13

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13

13

8 79

SO

UTH

AM

ER

ICA

AR

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2 0

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2 0

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BO

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BRAZ

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5 16

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74

CH

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PE

RU

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SOUT

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7

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VENE

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1

TOTA

LS

289

2,55

0 39

8 21

8 67

9 37

0 42

6 48

4 75

14

1 3,

569

1,39

2 1,

772

12,3

63

107

TO ENRICH THE QUALITY OF LIFE AND IMPRBY GENERA

THE MISSION OF THE T Industry Bids Farewell to Long-Time Tourism Advocate

Our friend and colleague Marla Crider was a tireless promoter of Arkansas tourism, and spent her entire career enhancing the effort to welcome visitors to The Natural State. Marla passed away in November 2014 after a long and fi erce battle with breast cancer. We all miss her ready laughter, her visionary leadership, and her extraordinary loyalty to her many friends. The Arkansas tourism industry will benefi t from her numerous contributions to its growth and prosperity for years to come.

2015 arkansas department of parks and tourism annual report

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