visit alexandria 2016 annual meeting · “halo effect” of tourism marketing ... print resources...

Visit Alexandria 2016 Annual Meeting September 19, 2016

Westin Alexandria

Rich CasaleGeneral Manager

Westin Alexandria

Joseph CollumSenior VP, Dir. of Branch & Business Banking

Burke & Herbert Bank

Hon. Allison SilberbergCity of Alexandria

Mayor

Mark JinksCity of Alexandria

City Manager

Mary Anne RussellGeneral Manager, Embassy Suites and Hilton Garden Inn

Visit Alexandria Board Chair

Economic Impact of Visitors

Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation

*Data is based on macroeconomic modeling and provides an estimate of receipts, not an accounting of actual taxes and receipts.

$771 million in Visitor Spending

6,340 Jobs

$25+ million in Local Tax Receipts*

Visitor Spending by Accommodation

$427

$295

$238

Hotel in ALX Non-HotelOvernight

Daytripper

Spending Per Trip

Source: 2016 Website ROI Study, Destination Analysts for Visit Alexandria

“Halo Effect” of Tourism Marketing

on Economic Development

Source: Longwoods Research, “Impact of Destination Campaigns on Economic Development”, 2015

Patricia WashingtonPresident & CEO

Visit Alexandria

Tonight’s Agenda

1. Review of FY2016

2. Look ahead to FY2017

3. Preview the new ad campaign

FY 2016 Headlines

Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation

Visitor Spending in Alexandria (millions)

$)

$711

$739 $738

$754

$771

$700

$720

$740

$760

$780

$800

2011 2012 2013 2014 2015

Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation

Jobs

6,067

6,158 6,1506,171

6,340

5,900

6,000

6,100

6,200

6,300

6,400

2011 2012 2013 2014 2015

Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation

Data is based on macroeconomic modeling and provides an estimate of receipts, not an accounting of actual taxes and receipts.

Tourism Tax Receipts

$23.1

$23.7

$24.1 $24.2

$25.5

$22.0

$23.0

$24.0

$25.0

$26.0

2011 2012 2013 2014 2015

City Tax Revenue from Visitor Spending (millions)

Occupancy

69.4%68.9%

69.2%

72.9% 72.9%

66.0%

68.0%

70.0%

72.0%

74.0%

FY12 FY13 FY14 FY15 FY16

Source: Smith Travel Research Monthly Report, June 2016

Source: Smith Travel Research Monthly Report, June 2016

Revenue per Available Room (RevPAR)

$102

$100

$98

$108

$110

$90

$95

$100

$105

$110

FY12 FY13 FY14 FY15 FY16

Source: Smith Travel Research Monthly Report, June 2016Source: VisitAlexandriaVA.com 2016 Website ROI Study, prepared by Destination Analysts; N= 336

Visitor Satisfaction

98.9%

FY 2016 Impact

Vacation Planning Tools

59.4

50.3 49.8

36.4

18.312.3

User-generatedreviews

Print resources Social media DMO/CVBWebsite

Online videos Travel e-newsletter

Percent using each tool

Source: Destination Analysts State of the American Traveler January 2016

What We Do

FY2016 Media Buy

Paid Search14%

SEO2%

Digital Display25%

Social10%

TV17%

Radio14%

Print11%

Meetings7%

Responsive Website

Outstanding Web Site

Award

Travel Category

Result: Engaged Consumers

• 1.88 million web visits 22%

• $42 economic impact/website

visitor*

• 113 million ad impressions

33%

• 85,000 social media followers

42%

• 372,000 blog views 81%

1.10

1.50

1.88

FY14 FY15 FY16

Web Visits (million)

*Source: VisitAlexandriaVA.com 2016 Website ROI Study, prepared by Destination Analysts; N= 336

Blog.VisitAlexandriaVA.com

Meeting/International Sales

• Launched new health care

and weddings programs

• HelmsBriscoe “Valued

Partner” 20%

• Hosted 77 international

tour operators

Result—Meetings Leads

• $38.5 million in leads

generated

• $4.9 million in actualized

revenue

• $13.1 million in

economic impact

31.4

33.834.5

36.7

38.5

25

30

35

40

FY12 FY13 FY14 FY15 FY16

Leads Generated (millions $)

Mercy Street Partnership

• $150,000 sponsorship

• 25 Mercy Street-inspired

experiences

• Alexandria Film Festival

premiere

Result—National Exposure

• Up to 6 million TV viewers per week

• Historic site visitation 14% - 158%

• 142 press hits

• $50,000 Virginia Tourism Corporation grant

Expanded PR Capacity

• investment in PR

• Expanded fam tours

• investment in film office

Result—Media Coverage

• 925 total stories 4%

• 25.3 million circulation 17%

• $1.4 million print value 24%

• 23 film projects supported

900890

925

800

850

900

950

FY14 FY15 FY16

Total Stories

Combined Member & Visitor Services

• Created one-stop shop for

members and visitors on King

Street

• Expanded ticketing capacity

Result—Improved Service & Income

• Earned income 39%

• Membership 11%

• 61,000 visitors served 3%

303

294

326

275

300

325

350

FY2014 FY2015 FY2016

Members

FY 2017 Preview

National Lodging Forecast

Source: Smith Travel Research Forecast, September 2016

64.5

65.6 65.6(proj.) 65.4

(proj.)

63.5

64

64.5

65

65.5

66

2014 2015 2016 2017

US Hotel Occupancy (Calendar Year)

Source: VisitAlexandriaVA.com 2016 Website ROI Study, prepared by Destination Analysts; N= 336

Destination Attributes Important to Visiting Alexandria

Waterfront location

Unique shopping opportunities

44.6%

36.3%

Leveraging New Partnership Opportunities

• MGM Opening - December

• Mercy Street Season Two - January

• Wedding Show - February

• IPW - June

*IPW infographic courtesy of Destination DC

Enhancing Current Initiatives

• New NYC-Based PR Agency—Lou Hammond Group

• Integrated Paid Search and Search Engine Optimization

• User Generated Content

• Sales—Content Driven, Weddings, Health Care

• International Partnerships

Enhancing Current Initiatives

• New Member Portal & Staff Support

• New Menu Book

• $1.1 million Media Buy

• Destination Markets Awareness

• Regional Markets Engagement

• And….

Extraordinary 3.0

Visit Alexandria Advertising Campaign

(To see our press release and new ads, click here.)

#LetsGetTogetherALX

Let’s Get Together.

VisitAlexandriaVA.com