fayetteville advertising & promotion commission 2013 year in review

Fayetteville Advertising & Promotion Commission

2013 Year in ReviewPresented by the Fayetteville Visitors Bureau, the Clinton House Museum

and the Fayetteville Town Center

The Fayetteville Visitors Bureau is a full-service Convention and Visitors Bureau that promotes Fayetteville as a destination for conventions, tournaments and individual travel. The staff serves as a liaison between visitors and the city’s hospitality industry.

OUR MISSION

To maximize the contribution of tourism to Fayetteville’s economic growth:strengthening the community’s hospitality, tourism, and convention industryby attracting individual visitors, conventions, meetings, group tours, andthrough special events introducing visitors to the “Fayetteville Experience.”

Fayetteville Visitors Bureau

the

Visitor Information Group Tours Meetings & Conventions

Printed Materials Media Relations Festivals & Events

Sports

Social Media

Focusour

Jan.

Launched Hospitality Hero Program

Hosted the Ozark Juniors Volleyball 2K Tournament with over 100 teams

Feb.

Attended the University of Arkansas Hospitality Program’s ‘A Class Act’ in Eureka Springs

Hosted ESL Symposium

Hosted the SEC Indoor Track & Field Championships

Hosted the Men’s & Women’s 7A State Basketball Championships

Timeline2013

Mar.

Attended the Governor’s Conference on Tourism in Hot Springs

Hosted the NCAA Track & Field Indoor Championships

April

June

May

Little Rock Sales Blitz(resulted in 4 new meetings and conventions)

Hosted Women’s Leadership Summit

Hosted College of Engineering First Robotics Competition

Hosted the Primal Challenge Adventure Race

Launched redesign of experiencefayetteville.com

Printed & designed U of A Bucket List for new student orientation

Hosted the NCAA Men’s Golf Regional

Hosted the High School “Weekend of Champions” (Baseball, Softball & Soccer Championships)

Hosted Women’s Air Race Classic

Hosted National Association of Multicultural Education

Hosted the 3 Youth Basketball tournaments at AAO Complex

July

Sept.

Aug.

Hosted the Arkansas Parks and Tourism Commission at the Dromborg Castle

Awarded DMAP Accreditation

Hosted the PBR Girls Top 72 Showcase Tournament at AAO Complex

Delivered approximately 10,000 Insider’s Guides to Fayetteville Public & Private Schools

Attended Razorback Football Kickoff Luncheon

Information booth at U of A Razorbash

Hosted U of A Law School Southern Clinical Conference

Launched Fayetteville Ale Trail

Hosted the Color Vibe Run for the first time (over 4,000 registered)

Hosted Arkansas Chapter of American Planning Association

Information Booth at 14th Annual Bikes, Blues & BBQ Rally

Hosted Arkansas Gas Association

Hosted the Tri-State Volleyball Challenge

Oct.

Dec.

Nov.

Hosted 12th Annual Trick or Treat on the Square

Provided Insider’s Guides & bags for runners of 25th Annual Chile Pepper Cross Country Festival

U of A Hosted the Intramural Regional Flag Football Tournament

Fayetteville CVB nominated (and won) the NCAA Indoor Track & Field Championships for Sports Travel Magazine’s ‘Best Collegiate Multi-Sport Event’ in the country

Lights of the Ozarks 20th Anniversary -Expanded Lighting Night Parade to Block and Dickson Street

Hosted annual Thanksgiving luncheon for Fayetteville Parks & Rec. lighting crew

Semi-annual Hotel and Sports Promoters meeting and breakfast

Fayetteville won the 2013 ‘Reader’s Choice’ Award for the State of AR in Sports

Events Magazine

In July, Destination Marketing Association International announced that it has awarded accreditation to the Fayetteville Advertising and Promotion Commission after its successful completion of the Destination Marketing Accreditation Program (DMAP).

FAYETTEVILLE ADVERTISING & PROMOTION COMMISSION AWARDED DESTINATION MARKETING ACCREDITATION  

DMAI accreditation

The Hospitality Hero program, which began in January 2013, is designed to stimulate and reward exceptional customer service by employees working in the hospitality industry. These Hospitality Heroes will be celebrated each month as the best examples of the city’s ongoing commitment to providing each and every visitor outstanding service.

Hospitality Heroes can be nominated guests, customers or managers at Fayetteville tourism industry-related businesses by filling out a Hospitality Hero Nomination Card or emailing the nomination into the Bureau. These cards will be made available through the Visitors Bureau, and collected each month by Fayetteville Visitors Bureau staff members.

Nominations are reviewed and each month a “Hospitality Hero of the Month” is selected. All those receiving at least one nomination receive an Experience Fayetteville lapel pin and award certificate.

The Hero of the Month (and the property they work for) will be featured on our website and recognized at a special reception held January. A Hero of the Year will be selected from the monthly award recipients.

TOTALNominations

210

22 HOTELSand Restaurants

Hospitality Hero Programthe

Winners & Nominees

Hospitality Hero

Tracked Events

38Total Attendance

32,000

16,763Total room nights from 38 events

Room Nights

6 Annual Events16 Repeat Events16 New Events

For new sports events to Fayetteville

*Figures do not include University of Arkansas Football, Baseball, or Basketball Games

Economic Impact

Sports

$311,400

$6,072,300

$1,536,240

$3,980,730

$1,057,730

$3,099,403

$648,533 $142,060

$129,707

$2,686,778

$247,060 $296,472

Economic Impact

$20,208,412Income from sporting events that feeds directly into the Fayetteville economy

Economic Impact

Sports

Million

$153.6Hotel Rooms

35,805

176,957Purchased in area restaurants by sports attendees

Meals

Annual economic impact of Razorback sports

Occupied by Razorback sports attendees in 2012

Economic Impact

University of Arkansas

Attendees

66.8%At football games in Fayetteville that were visitors from outside Northwest Arkansas

The Fayetteville Visitors Bureau offers many complimentary services to meeting and event planners utilizing area hotels and attractions

We have a comprehensive view of Fayetteville, local expertise and extensive knowledge of meeting planning resources. Our services save time and are FREE.

2013 MEETINGS & CONVENTIONS• ESL Symposium• Women’s Leadership Summit• Arkansas Race Classic • National Assn. of Multicultural Education• UA Law – Southern Clinical Conference

• American Planning Assn. AR Chapter• AR Gas Association• Arkansas Parks and Tourism Commission

Conventions and Meetings

CONVENTION SERVICES

Meeting Marketing Assistance

Attendance Building Services

Planning Assistance

Visitor Information & Giveaways for

Attendees

P[ # i

ServicesOur Meeting and Convention

PHOTO VIA FAYETTEVILLE FLYER

Community EventsFestivals and

First Thursday Art Walk

• Fayettechill• Walton Arts Center• Sam’s Club• Fayetteville Music Factory• Kieklak Law Firm• Adventure Subaru

2013 SPONSORSFirst Thursday Fayetteville is a monthly event held on the Downtown Fayetteville Square, celebrating original works of art. On the first Thursday of each month from April to October (excluding July in 2013), First Thursday Fayetteville transforms the city’s historic Downtown Square into a vibrant arts district, featuring the work of more than 40 visual artists, live music, street performers, food and drink, and children’s activities.

ABOUT

COMMUNITY & MEDIA PARTNERS• Fayetteville Public Library• Fayetteville Flyer• KNWA/ FOX 24• AY Magazine• Currentland Magazine• Fayetteville Town Center

Thursday Fayetteville

First

The Air Race Classic is an all women, trancontinental air race of approximately 2,500 miles. The race ended in Fayetteville on June 22, where we hosted a Meet the Racers Party and helped secure lodging and event coordination for the organizers.

Air Race ClassicWomen’s

The Lights of the Ozarks continue to be a major tourism driver for Fayetteville. Celebrating its 20th anniversary in 2013, the lights

and parade route were expanded to include Block Avenue and Dickson Street. A new sound system was also added to the Old Post

Office on the Downtown Square.

20th Anniversary

Lights of the Ozarks

The

• Guest speaking/teaching at University of Arkansas hospitality program classes

• Spring Video Immersion Class

• Lights of the Ozarks parade –partnership with Hospitality students

• Internships with University of Arkansas students

University of Arkansas

Working with the

PIGShibitionOzark Literacy

Council’s

PIGShibition is a community art project created to draw awareness to literacy issues, support the Ozark Literacy Council, promote local artists, and beautify the city of Fayetteville, Arkansas.

PIGShibitionOzark Literacy

Council’s

Six million airline passengers worldwide discovered a 64-page section of US Airways Magazine focused on Northwest Arkansas tucked in the seatbacks of airplanes in July.

Regional partners, led by the Northwest Arkansas Tourism Association (NATA) and supported by the Arkansas Department of Parks and Tourism, came together to provide a team of writers with all the information and photographs necessary to ensure that the region’s top amenities become more known to a worldwide audience. The magazine was available on all US Airways flights throughout July.

MAGAZINE SPREAD SHOWCASES VIBRANT INTERNATIONAL BUSINESS, ARTS REGION

FeatureUS AIRWAYS

52Tours

9states

10Differentitineraries

Group Tour Marketing

Group Tours

Brochure Distribution

51,560 distributed since June, 1,418 downloads in 2013

2013 Insider’s Guide

10,500 distributed in 2013

2013 Fayetteville Map

9,200 distributed in 2013

Historical Walking Tour

12,500 distributed in 2013

All Seasons Driving Tour

TRAILS & BIKEWAYS GUIDE

MOTORCYCLEGUIDE

• Safety Tips and Bike Rental, Repair information on one side

• Worked with City’s GIS Department for trails map

• Initially printed 10,000 – had to reorder 15,000 more in December

• Worked with City’s GIS Department for trails map

• Butler Maps created a custom area ride map for alternate side

• Printed and distributed 20,000 at Bikes, Blues & BBQ, Butler Motorcycle shows, etc.

Z-Card Brochures

new

ExperienceFayetteville.com

Top 10 Source States To Experience Fayetteville Site In 2013

Top 25 Source Cities

1. Arkansas2. Texas3. Oklahoma4. Missouri5. Kansas6. California7. Tennessee8. Georgia9. Illinois10. North Carolina

1. Fayetteville, AR2. Tuttle, OK3. Dallas, TX4. Springdale, AR5. Little Rock, AR6. Bentonville, AR7. San Antonio, TX8. Oklahoma City, OK9. Rogers, AR10. Waco, TX11. Austin, TX12. Tulsa, OK13. Houston, TX

14. Ft. Smith, AR

15. Memphis, TN16. Los Angeles, CA17. Springfield, MO18. Chicago, IL19. Topeka, KS20. Atlanta, GA21. New York, NY22. Russellville, AR23. Nashville, TN24. Kansas City, MO25. Conway, AR

AreaCoverag

e

Visitors scanning QR Code Stickers along the

Historic Walking Tour

• 31 Stops on and around the Fayetteville Square

• Tour via QR Code Stickers or pick up a map at the Fayetteville Visitors Center

• Also available on experiencefayetteville.com

HIGHLIGHTS

Historical Walking Tour

Downtown

The Fayetteville Visitors Bureau launched the Fayetteville Ale Trail – Arkansas’ first craft beer tasting adventure featuring only local breweries - in August of 2013. This self-guided craft beer tour lets visitors and residents experience local breweries and engage with brewmasterswhile learning about their craft.

The Fayetteville Ale Trail currently features seven breweries: Apple Blossom Brewing Co., Core Brewing and Distilling Co., Fossil Cove Brewing Co., Hog Haus Brewing Co., Saddlebock Brewery, Tanglewood Branch Beer Co., and West Mountain Brewing Co.

YOUR BEER ADVENTURE STARTS IN FAYETTEVILLE.

Ale TrailFayettevill

e

* @ f

Passports Printed

Over 5,000 passports have been distributed

with 2,000 of those given out in the first

two weeks.

PageviewsOver 3,500 unique visitors and 15,000

pageviews to fayettevillealetrail.com

Facebook FansOrganic page likes with

high levels of interactivity

10,000 15,000 622

Ale TrailFayettevill

e

Twitter is an important, real-time social media tool that helps us promote events, news and more.

Our fastest growing social media application. Instagram’s photo sharing power has translated into a rapidly growing following.

Our largest social media following is on Facebook, with over 20,000 ‘Likes’ on the Experience Fayetteville page.

From places to eat, to where to get married, Pinterest offers great trip planning tools for potential visitors.

The newest and least popular of the platforms we focus on, Google + will continue to see growth and return on investment of time in 2014.

We created a YouTube channel in 2011 that now features 49 videos with over 4,500 views.

YouTube

Facebook Twitter Instagram

Google +Pinterest

01 02 03

04 05 06

Social Media Strategy

our

Social Media

Lodging and trip planning assistance.

Travel WritersFrom images to copy to itinerary

suggestions.

Media AssistanceTrends, up-and-coming attractions,

and more.

Story/Lead Generation

RelationsPublic

The Clinton House Museum

Penned just four months before the March on Washington and his famous “I Have a Dream” speech, the letter marked the turning point in the Civil Rights movement and has provided enduring inspiration to the struggle for racial equality and is now recognized around the world as a symbol of both racial intolerance and racial reconciliation. In conjunction with the Birmingham Public Library, the Clinton House joined over 200 libraries, museums, schools, universities, churches, parks, bookstores, street corners, and coffee shops across the globe in public reading of Dr. King’s letter.

MLK LETTER TO BIRMINGHAM JAIL 50TH ANNIVERSARY

Eventsspecial

50th Anniversary of Civil Rights Movement Commemoration

The Clinton House Museum sponsored a city-wide bell-ringing event in conjunction with the national remembrance of the 1963 March on Washington in support of equal rights legislation. The event is best remembered as the occasion of Dr. Martin Luther King, Jr.’s “I Have a Dream” speech.

LET FREEDOM RING

Eventsspecial

BILL’S 67TH

BIRTHDAY

1

DEMOCRATS ON THE HILL

2

HILLARY’S 66TH BIRTHDAY

3

NEW YORK TIMESBOOK FEATURE

4

Eventsspecial

• Cook breakfast, lunch or dinner with former President Bill and Secretary of State Hillary Clinton• Tour their first home where they got married and see what’s cooking in the kitchen • Tour the University of Arkansas where Bill and Hillary taught law school• Learn how to call the Hogs and tour the Hall of Champions• Enjoy Bill’s Favorite snack “RC Cola, salted peanuts and moon pies”• Pictures with Bill and Hillary • Welcome bags and surprises

TOUR PACKAGE INCLUDES:

Cooking with the Clintons

Group Tours

A collaboration among the National Endowment for the Arts, Blue Star Families, the Department of Defense, and more than 1,800 museums across America to offer free admission to all active duty military personnel and their families from Memorial Day through Labor Day.

Museum Designation

Blue Star

2009 2010 2011 2012 2013

1,3811,582 1,676

2,441

3,760

2009-2010

Up 14%2010-2011

Up 6%

Up 47%2011-2012 2012-2013

Up 50%

Attendance Figures

5 years

Increase138%

The Architecture of E. Fay Jones

Internationally renowned, Jones’ work was honored numerous design awards and inspired generations of students during his years at the University of Arkansas. A love for nature permeated his work and his unique style reflected modern elements such as broad roofs,

clerestory windows, and skylights to develop energy conscious designs infused with natural light. The exhibit is a magnificent retrospective of the life and work of this disciple and prodigy of Frank Lloyd Wright.

OUTSIDE THE PALE

Exhibits

Commemorates the famous handshake and week of profound impact that kicked off President Clinton’s life of public service in 1963. This year makes the 50th anniversary of President’s first trip to Washington, when a camera snapped a picture of a baby-faced Bill Clinton shaking

hands with then-President John F. Kennedy.

CLINTON MEETS KENNEDY

Exhibits

Repair of plaster walls and painting of ceilings/walls/trim, and kitchen.

Cost of the project is fully funded by a Small Museums Operating Grant from the Arkansas Humanities Council.

RestorationInterior

Fayetteville Town Center

Fayetteville Advertising & Promotion Commission

Attractions that received signs in Fayetteville: Air/Military Museums, Botanical Garden of the Ozarks, Chamber of Commerce, Clinton House Museum, Dickson Street District, Downtown Square, Fayetteville District Court, Fayetteville Public Library, Fayetteville Visitors Center, Gary Hampton Park, Gulley Park, Lake Fayetteville, U.S. District Courthouse, Uptown District, University of Arkansas, Walker Park and Walton Arts Center.

FUNDED IN PART BY A GRANT FROM THE WALTON FAMILY FOUNDATION, IN PARTNERSHIP WITH THE NORTHWEST ARKANSAS COUNCIL & THE CITY OF FAYETTEVILLE

SignageWayfinding

PHOTO VIA FAYETTEVILLE FLYER

$600,000 donation to help fund renovations

Walton Arts Center

$500,000 to help with construction costs of a

planned 700-seat performing arts hall

University of Arkansas

$25,000 to help fund softball fields at Lady Dawg Yard

Fayetteville Rotary

2013 Funding

Rendering of Walton Arts Center renovations

Voters were asked for permission to extend bonds originally used to build the Fayetteville Town Center. The debt, which is paid for using money collected from the city’s 2 percent tax on hotel stays and food purchases at restaurants, is down to about $1.5 million.

1. Should $1.5 million in bonds be issued to repay the remaining Town Center debt?2. Should $6.9 million in bonds be issued to help fund Walton Arts Center expansions?3. Should $3.5 million in bonds be issued to help build a regional park?

NOVEMBER 12 SPECIAL BOND ELECTION

November Bond Election

Yes Yes Yes

Rendering of Regional Park

* & # =JERRI

KUBURICHHired as in-house accountant for the

Advertising & Promotion

Commission

EXTERNALAUDIT

By Beall Barclay was conducted

in March

JOHN LOGANBURROW

Hired as Attorney for the Advertising

& Promotion Commission

NEW COMMISSIONERS5 seats on the board were filled in 2013

At a Glance2013

Commissionersour

Year Commissioner Term Expires Replaced

2010 Justin Tennant Indefinite Rhoads

2012 Ching Mong 3/31/14 Karn

2013 Matthew Petty Indefinite Ferrell

Matt Behrend 3/31/15 Mills

Hannah Withers 3/31/17 Schmitt

Bobby Ferrell 3/31/17 Davis

Tim Freeman 3/31/16 Lyle

Our Staff

CollectionsHMR

PHOTO VIA FAYETTEVILLE FLYER

“Advantage in a competitive environment because we don’t do what the other competitors are doing. We remember or discover

our own strengths and lead with those”