2016 tourism report - king king... · financing to expand your business model) ... track attendance...
TRANSCRIPT
2016 Tourism Report
March 8, 2017
1
Agenda
Lunch
Opening Remarks
ExperienceKing Presentation
Discussion
Calendar Update
Website Page Review
Experience Development Ideas
2
Timeline Review
2014
Tourism Taskforce
3 Year Tourism Plan Approved
2015
Creation of ExperienceKing.ca & production of 10 videos + 3 event videos
No remaining budget after creation of materials beyond remaining active in social media meant growth had to be organic
2016
Focused on working dollars including Facebook advertising and strong social media
Retail Holiday act secured Sunday shopping
3
2017 Continue activities from 2016 & expand into print arena
2012Tourism advancement & Promotion identified as priority in sustainability plan
Three Year Community Tourism Plan Status Update
4 Key Goals
1. Establish Tourism Coordination and Leadership in King Township
2. Increase Visitation & Grow Tourism Revenue
3. To grow the awareness of King Township’s tourism assets with both visitors and residents
4. Provide friendly and hospitable service
4
Three Year Community Tourism Plan Status Update
5
Action Item Status
1. Hire a Part time Tourism Coordinator as part of the Economic Development Department
• Contracted services to Clear Impact as an alternative service delivery to increasing staff complement.
• Clear Impact provided all contact for the website, created and managed FB advertising and all social media, created eNewsletter content, created bundled excursions, and worked directly with tourism stakeholders, visiting sports organizations, and partner organizations (e.g. YorkScene)
2. Create a Tourism Committee Governance Document
3. Host Product and Experience Development workshops by experience cluster
• Workshop held in 2016• Symposium 2017• Working directly with businesses on experience
development
4. Identify topics of interest and deliver 2-3 workshops/year to tourism stakeholders (i.e. social media 101, accessing financing to expand your business model)
• To be delivered with eNewsletter
Three Year Community Tourism Plan Status Update
Action Item Status
5. Track attendance at festivals/sports tourism events • King City Craft Beer & Food Truck Festival
attendance tracked by PRC and set at 6,500
• Plan to expand Festival support through the
York Region Festival Alliance (Trail) initiative
and advertise in their Festival Guide did not
occur as the YRFA did not experience a
successful launch and also cancelled their
guide
6. Tie in metrics to packages and promotions created through experience development and marketing actions
7. Establish an online visitor information portal • ExperienceKing.ca is reskinned with 4 seasonal updates per year (Spring, Summer, Winter, Fall) & content updated at minimum on a weekly basis
• New section promoting King’s unique and multitude of venues for meetings, conferences, events has been added 6
Three Year Community Tourism Plan Status Update
Action Item Status
8. Produce a brochure that can be used as a tool for visitors and be distributed to local residents and placed in key target markets and local kiosks
• ExperienceKing.ca is reskinned with 4 seasonal updates per year (Spring, Summer, Winter, Fall) & content updated at minimum on a weekly basis
• New section promoting King’s unique and multitude of venues for meetings, conferences, events has been added
9. Produce a map of tourism assets with community involvement (becomes an integral part of website and promotional brochure)
• The Pumpkin Pie trail in partnership with YorkScene
has been repeated. ExperienceKing social media is
providing an increased social promotion of King's
destinations.
• A new bike map was produced by York Region, with
three routes going through King
• An interactive digital map was produced for
ExperienceKing.ca, highlighting key destinations and
dining.
7
Three Year Community Tourism Plan Status Update
Action Item Status
10. Use social media to engage in conversation with visitors and local ambassadors
• FB advertising has increased fans to 1,127• 2016 reach was 70,240• The Schomberg Garden Tour was included in the FB
advertising and attendance increased +128%• There are approximately 3 posts per week with
highest frequency around events• 230 twitter followers• Highest tweet frequency around Festivals and
Events• Quarterly social media reporting
11. Empower local story tellers and use a blog to push this out
12. Identify King’s high traffic areas and develop an action plan to place collateral and signage/map in that area featuring the “must visit” attractions. Advocate to leverage areas where permitted use if not currently given.
• Increase in wayfinding
• Kiosks to be placed in high traffic areas
8
Three Year Community Tourism Plan Status Update
Action Item Status
13. Complete a branding exercise
14. Provide front line hospitality employees with local ambassador training that provides them with a robust understanding of King’s tourism assets
• Cross pollination opportunities were created by brokering connections to develop experiences in King, such as the Spring Farm Trio Trail
• An eNewsletter was developed and sent to 85 tourism stakeholders• A series of 2 day experiences that span both public and private sector
tourism activities were bundled and promoted, including • KCCB&FTF + Seneca Residence + Spray Lake (special accommodation
rate secured)• Dream Book Club Getaway• A weekend of Cluture & Caring (Doors Open King + Polo for Palliative
Care)• Schomberg Street Gallery + Dog Tales + Apple Picking
• Sports Tourism opportunities were leveraged including King Classic Soccer Tournament, YNBA Ontario Cup and cycling
• A dedicated page for a 300 person conference was created for Kingbridge Centre
9
Three Year Community Tourism Plan Status Update
Action Item Status
15. Expand the current community gateway signage to include way-finding to the area’s attractions
• 2 billboard wayfinding signs installed 2015• 1 new wayfinding sign Weston Road south of 16th
Sideroad to be installed 2017
16. Continue to support and grow the King Township banner program
• Banners now managed by PRC
10
Digital Business Model
11
Product Identification & Development• Emphasis on strategic destinations & activities that provide
unique experiences. Work with Stakeholders to create more.CONTENT CREATION
Feed Content into ExperienceKing.ca• Website serves as the hub, containing all key information.
FOUNDATION
DISSEMINATION
Broadcast the reasons to visit King to social media followers
Engage followers to like, share or retweet content & visit website
Reach followers’ contacts & gain new fans & followers
INCREASE REACH
Drive to Web
Attract visitors Increase stay & spend
Gain new followers
Website Updated on a Weekly Basis to reflect latest events. Average of 4 Facebook Posts & 5 Tweets per week.
12
Awaiting Budget Approval
Maple Syrupfest
Schomberg Agricultural Society Farm Tour
Round the Bend Farm Easter Egg Hunt
Cardinal & Kingbridge Easter Brunches
Narrow Gauge Railway Show
ASK Studio Tour
Round the Bend Farm/Pathways to Perennials Mothers Day
Nobleton Victoria Day Fair
Schomberg Fair
Nobleton Dog Show
King City Craft Beer & Food Truck Festival
Spray Lake Open House
Fathers Day
Cold Creek High Ropes
Spray Lake Roots Wakeboard & Waterski Tour
Schomberg Garden Tour
Nobleton Kng City Garden Tour
Spray Lake Ontario Waterski Championships
Spray Lake Eastern Canadian Waterski Championships
Seneca Dragon Boat Races
Dog Tales Festival
Apple Picking Season
Schomberg Street Gallery
Doors Open King
Polo for Palliative Care
Pumpkin Pie Trail Inspired Menu
Soupfest
Headwaters Stable Tour
Thanksgiving Farm Visits/Fall Colours
Schomberg & Round the Bend Farm Scarecrows
Holland Marsh Hallowine
ASK Imperial Room Concert
One of a King Craft Show
Deck the Trails with Seeds & Berries
A Main Street Christmas
DECJAN FEB MARCH APR MAY JUNE JULY AUG SEPT OCT NOV
Created stronger reasons for visiting by bundling multiple activities together, posting to website & promoting on social media, and supporting local tournaments.
• Pathways to Perennials Workshops & Events
• Multiple restaurants
• Shopping
• Golf
• Miscellaneous ASK events
• Hiking
13
Ongoing promotion of smaller events, activities and destinations through social media.
• Horseback riding
• Polo
• Cycling
• Spray Lake
• Famers Markets
Awaiting Budget Approval
BUNDLED EXCURSIONS
Top 10 Things to Do this Week in King
Book Club Dream Getaway
Farm Trio Trail
Ultimate Summer Weekend
Barret Values Centre
A Weekend of Culture & Caring
Tis the Season to Go Shopping
SPORTS MARKETING
York North Basketball Tournament
King City Classic Soccer Tournament
DECJULY AUG SEPT OCT NOVFEB MARCH APR MAY JUNEJAN
$2,100 spent across 5 campaigns of Facebook advertising. Campaign 1: Farm Trio Trail promoted to mothers with young children
14
13 day campaign, daily spend of $38.50. Most efficient spend. May indicate families with young children are a very attractive target, particularly for agritourism destinations.
Campaign 2: Secured promotional rate for accommodations from Seneca, promoted weekend of Craft Beer & Spray Lake Open House.
15
4 day campaign, daily spend of $50 targeting young adults who like craft beer. Medium efficiency. 4 groups booked Seneca using this promotional rate.
Campaign 3: Launched King’s Top 10 over May Long Weekend to drive overnight accommodation.
16
4 day campaign, daily spend of $100 targeting families with children. Least efficient spend. Daily spend of $100 may be too high..
Campaign 4: Targeted gardeners. Paired advertising with social media support of Schomberg Horticultural Tour.
17
21 day campaign, daily spend of $24 targeting people who like gardening. Second most efficient. Schomberg Garden Tour attendees grew from 60 in 2015 to 137 in 2016.
Campaign 5: Targeted cyclists, promoting York Region cycling map’s King Township routes.
18
17 day campaign, daily spend of $30 targeting male & female cyclists. Second least efficient efficiency. May be most efficient focusing on females.
Provided monthly content to YorkScene eNewsletter to ensure the correct activities were focused on. Reach = 10,000.
19
Launch of eNewsletter
• Mailed to 99 stakeholders
• What’s going on
• Tell Us Your Plans
• Tips for restaurants
• Social Media Tips
• Mailed Quarterly
By the Numbers20
22
23
24
25
Non Digital Activities
26
Promotional Sunglasses500 Postcards – handed out at Key Events, left on windshields
Pumpkin Pie Trail Map – event supported in the digital space
Kiosk Launch
27
January 2017 NobleKing Challenge Cup
• Brochure to be at all 3 arenas promoting where to eat.
• Contacted all casual restaurants to request a special deal.
• Free ad for Cold Creek Winter activities.
Numbers
28
Since launch, Experienceking.ca has had 21,954 unique visitors and is trending upwards.
By the Numbers
559 389 433 450
652 914
338 356 436 694
3,294 3,465
736
1,011
1,502 1,230
2,156
3,339
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Unique Visitors
Facebook Advertising
2015 2016
29
Since launch, Experienceking.ca has had 34,975 site visits and is trending upwards.
By the Numbers
1,168 803 876 877
1,124 1,280
718 753 805
1,260
5,312
4,462
1,454 1,713
2,632 2,280
3,074
4,384
-
1,000
2,000
3,000
4,000
5,000
6,000
Number Monthly Visits
2015 2016
30
Facebook Advertising
Since launch, visitors to the website have viewed 121,213 pages. 97,055 pages were viewed in 2016.
By the Numbers
7,346
3,199 4,092
2,629
3,979 2,913
3,505
4,683 5,174
6,806
14,463
9,935
5,599
7,844
10,661
6,186
10,202
11,817
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Monthly Number of Pages Viewed
2015 2016
31
Facebook Advertising
Facebook page likes of 1,020 has surpassed the 2016 goal of 500 likes by +520, and Facebook post reach has exceeded 70,000.
105
1,020
0
200
400
600
800
1,000
1,200
Likes
905 new likes
Total 2015 Total 2016
6,780
70,240
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Total Post Reach
Reach up 63,460
Total 2015 YTD 2016
By the Numbers32
84.6% of fans live in Ontario but outside King Township. 83% are female, and 73% are between 25 & 54.
By the Numbers
York Region ex King
Mississauga/Brampton/Bolton
A/O Ontario
Outside Ontario7.6%
34.0%
15.1%
11.3%
24.1%
7.8%
Fan Home Location
King
33
Toronto
Twitter followers of 211 exceeded the 2016 goal of 200. Tweet impressions are up 364% versus total calendar 2015 with no advertising dollars spent.
81
211
0
50
100
150
200
250
Followers
130 New Followers
Total 2015 2016
12,549
83,591
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Tweet Impressions
Tweet Impressions up 71,042
Total 2015 2016
By the Numbers34
Tourism and Quality of Life video views have increased by 4,055 in 2016. Top 3 performers are all events.
2,216
6,271
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Cumulative Video Views
4,055 new video views
Total 2015 Total 2016
1326
834 828
0
200
400
600
800
1000
1200
1400
Cumulative Video Views
Top 3 Performing Videos
King City Craft
Beer & Food Truck
Festival
Soupfest
By the Numbers 35
A Main Street
Christmas
Testimonials
Promotional Focus
July 5 from Emilia Staples, Kingbridge Centre
“Let me just say you have done a great job with the website. Very well laid out and great information…. If we have any other specials come up throughout the year I will let you know!”
36
May 17 YNBA Press Release
King has embraced this opportunity to showcase the tournament and showcase its community by creating www.experienceking/york-north-basketball-tournament for visitors” said YNBA’s Wallace Pidgeon. “We cannot thank King enough.”
March 31 from Sue Feddema
“We had about 2,000 people come and they
were all from Toronto.
They spent around $8,700 compared to an
average fall weekend of $4,000. They would
have spent more, but we ran out of everything.”
June 9 from Andre Flys
“We got about 8 groups totalling maybe 15 to 20
people. They all spent an average of $15.
We'd be happy to participate again. They were all
new people we'd have otherwise not seen.”
37
July 5 – Shaun Freeman – re waterski championships
“We’re actually at capacity for the 30th and 31st July already!”
June 14 from Shaun Freeman
“We did have 4 suites book under the promo rate. Thank you again for everything you do in promoting King Residence!”
Oct 31 – Teri Hastings
“Thank you for the support in promoting the October 29 ASK Concert. We welcomed 140 people to Kingbridge. We are all so pleased at the attendance. It was a record for us! 57 stayed for dinner and 3 overnight.”
Aug 17 – Melissa Strange re Barrett Values Centre Custom Pages
“Wow! I think this is great. I will share it with the conveners I am working with to get their thoughts for you. Thank you so much for putting this together.”
September 8 – Ramon Regozo “Thanks so much for the info and for our visibility on your event pages.”
5 Core Strategies for 2017
1. Continue to drive awareness of destinations in King
• $2000 Facebook Advertising will increase number of fans/broaden reach
• Continue to be active on twitter – particularly with news and events
• Leverage Princess Margaret Show Home being in King
• Place kiosks in strategic locations
2. Focus on anchor activities/events likely to bring people to King and augment their impact by building around them
3. Focus on destinations unique to King – agritourism experiences, horticultural experiences, outdoor adventure experiences
4. Increase sports marketing – encourage people visiting for a sporting event to move around King through driving awareness
5. Increase cycling activity through targeting cycling clubs directly
38
Strategy 1 - Awareness - 2017 Kiosk Plan
• 3 kiosks, each holding 4 brochures
• Outdoor Adventure
• Agritourism
• One of a King Dining, Accommodations and Meeting Venues
• Cultural Events & Attractions
• To be placed at high traffic locations throughout the year
• Initial print run 1,000 copies of each brochure
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40
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Strategy 2 - Anchor Activities & Events – examples of Augmenting Impact
ASK Studio Tour
• Kiosk Program – locate at 3 strategic locations
• Look at asking selected restaurants to offer a prix fixe lunch menu for both days – promote on Facebook and at tour locations
• Option to use kiosk prior to Studio Tour
King City Craft Beer & Food Truck Festival
• Repeat special rate at Seneca ($56). Promote in conjunction with Spray Lake Open House with goal to fully book Seneca.
• To be supported with Facebook Advertising
42
Strategy 3 – Unique Destinations
Agritourism Destinations
• Round the Bend Farm
• Pioneer Honey
• Pine Farms Orchard
• Country Apple Orchard
• World’s Largest Inukshuk
• Schomberg Farmers Market
• Equine Destinations
• Parade of Horses
• Dog Tales
• Summer Camps
43
Horticultural Destinations
• Pathways to Perennials
• Black Forest Garden Centre
• Bajar Nurseries
• Garden Tours
Outdoor Adventure Destinations
• Cold Creek Conservations Area
• Spray Lake
• Centennial Park Mountain Biking
• Equine Destinations
Cultural Destinations
• Marylake
• Seneca Eaton House
• King Heritage Centre & Museum
• Leverage interest in these unique destinations to get people to move around King – e.g. visit restaurants, shop, visit a second location
• $1,000 Facebook advertising in 2 waves
Equine Experience Development Idea
Concept
• Partner with an equine destination and Kingbridge or 20 Bells Lake to create a weekend equine experience with 1 night accommodations
• Option to collaborate with additional destinations – e.g. Spray Lake
Required
• One or more equine partners willing to collaborate to create programming and hold maximum of 4 weekends open
• Options could range or all be alike – e.g. beginner experience, trail riding adventures, healing with horses
Township to Provide
• Facebook advertising – incremental to the $2,000 already planned for tourism
• All promotional materials
44
Strategy 4 – Increase Sports Marketing
• York North Basketball Association
• King Classic Soccer Tournament
• Centennial Park Mountain Bike Series
• NobleKing Hockey Challenge Cup
• Custom page for each event on experienceking.ca
• Distribute brochures of where to eat at registration
• Collaborate with Seneca in summer months for special rate
• Collaborate with sports organizations so they suggest Seneca as location to stay and link to the event’s experienceking.ca page
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Strategy 5 – Increase Cycling Traffic
• Target cycling clubs directly
• Promote York Region cycling map with 3 routes through King
• Promote Greenbelt Route
• Support local businesses along these routes and cycling friendly businesses
46
http://www.york.ca/wps/wcm/connect/yorkpublic/52395ef6-4b8e-4d9f-8d20-f5c42f718b03/YorkRegionCyclingTourMapSide1.pdf?MOD=AJPEREShttp://www.york.ca/wps/wcm/connect/yorkpublic/4163823d-ebf6-4e32-8752-ada7954d2bb5/YorkRegionCyclingTourMapSide2.pdf?MOD=AJPERES
How Can We Help Your Business?
• Tell us your plans! If we know of your activities, we will do our best to promote them.
• Collaborate in experience development. If you have some ideas of unique experiences, we will work with you to flesh them out.
• Review your page on experienceking.ca – we can update
47
How Can Your Business Help Experience King?
• Any metrics or testimonials help!