annual progress report 2012-2013

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ANNUAL PROGRESS REPORTOrange County Visitor-Related Economic Development

2012-2013

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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU BOARD MEMBERS

Steven BrantleyDirectorOrange County Economic Development

Anthony CareySiena Hotel Representing Orange County Hotels

Karen DeHartRepresenting North Carolina High School Athletic Association David GephartGephart Marketing Representing the Alliance for Historic Hillsborough Mike Gering Representing Town Board of Hillsborough

Gordon JamesonArts Commission Liaison

Lydia Lavelle Representing the Town of Carrboro

Meg McGurkExecutive Director, Downtown PartnershipEx-Officio Member

Laura Hayes MorganRepresenting UNC-Chapel Hill Greg OverbeckChapel Hill Restaurant Group Representing Chapel Hill-Carrboro Chamber of Commerce

Jim ParkerRepresenting Hillsborough/Orange County Chamber of Commerce

Lee Pavao At-Large/Emeritus

Gene Pease Representing the Town of Chapel Hill Penny RichRepresenting Orange County Board of County Commissioners

Jack Schmidt Carolina Inn Representing Orange County Hotels Mark SherburneAloft Hotel Representing Orange County Economic Development Commission

Annette StoneEconomic Development Director, Carrboro Ex-Officio Member

What an incredible year for tourism in Orange County! The numbers are undeniably impressive…our hospitality community welcomed 2.5 million visitors to our area in 2012, who fueled a $160 million in industry. More than 1,650 people in our community are employed by the hospitality industries, while travel generated an overall payroll of $29 million. Orange County continued its momentum of having a record fiscal year with hotel occupancy tax collections increasing by 2.5% over 2011-2012.

The CHOCVB is a leader in enhancing our county's growth through visitor-related economic development. Through strategic partnerships with local and state hospitality associations, educational institutions, government officials and arts-related groups, we are able to positively impact Orange County’s reputation as a collegiate, family, sports and meeting destination and a great place for retirees to relocate.

Looking ahead, the Visitors Bureau and its Board of Directors will undergo a Needs-Analysis planning process that will allow us to better define our mission, identify target audiences and prioritize marketing.

It has been my pleasure to work with the staff of CHOCVB, a hard working group of hospitality professionals in the business, and on behalf of the 2012-2013 Board of Directors, I would like to thank the Orange County Board of Commissioners for their continued support of our mission.

Anthony Carey

Letter from Chairman Anthony Carey

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On occasion, we are asked, “What is the CHOCVB’s job?” Simply put, our role is to get people to THINK ABOUT ORANGE COUNTY and the towns of Chapel Hill, Carrboro and Hillsborough, when they plan a weekend getaway, book a meeting or wedding or sporting event, or consider places to enjoy a wide variety of events. Our success lies in how —and how much—we market these communities, so our daily activities focus on getting the towns in Orange County as well as the surrounding farms on the minds of our potential travelers. When we do that with consistent frequency, hotels sell rooms, restaurants get more reservations, stadiums fill-up with new sports fans, and shops and farm markets get more sales. And our local governments see more tax revenues, which saves property owners money on their tax bills.

This report reflects activity from the previous fiscal year, 2012/13 and is prepared each year after an official audit in November. We’re pleased to share these results and illustrate how our campaigns, public relations, direct sales and hospitality outreach combine to get more people experiencing and talking about Orange County and hopefully, building our economy through travel and tourism receipts.

Laurie Paolicelli

Letter from Executive Director

“our role is to get people to THINK ABOUT ORANGE COUNTY and the towns of Chapel Hill, Carrboro and Hillsborough."

CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU

Visitor Center Hours: Monday–Friday, 8:30 a.m.–5 p.m.Saturday, 10 a.m.–2 p.m.

501 West Franklin Street

Chapel Hill, NC 27516

Toll Free: (888) 968-2060

Phone: (919) 245-4320

Fax: (919) 968-2062

E-mail: [email protected]

Website: www.visitchapelhill.org

Twitter: @orangecountync

Facebook: www.facebook.com/visitchapelhill

OUR STAFF

Laurie Paolicelli Executive Director

Linda Ekeland Sales Director

Patty Griffin Communications Director

Tina Fuller Administrative Assistant

Susan Rice Visitor Services

Martha Shannon Director, Arts Commission

Andrea Riley Visitors Services, Saturday

Tourism agencies like the CHOCVB are in the economic development business. Everything we do is designed to increase demand. Marketing fuels demand and generates visitor spending which, in turn, stimulates the local economy. This spending creates jobs, generates tax revenues for local governments, reduces the tax burden on local residents, and further increases demand for products and services. Here are some results from CHOCVB’s efforts last year to generate visitor-related economic development.

LEADS66

CONVENTIONS AND MEETINGS BOOKED43

UNIQUE WEBSITE USERS160,827

GROUPS SERVICED

157

GROUP ROOM NIGHTS

REPRESENTING

3,700CONFERENCE DELEGATES

WELCOMING

16,000

SPENDING FROM CONFERENCE ATTENDEES

$2.7 Million

PIECES OF VISITOR LITERATURE PRODUCED & DISTRIBUTED68,200

OVERNIGHT VISITORS2.5 Million

TOTAL VISITOR INQUIRIES

242,000LOCAL VISITOR SPENDING

$161.60 million

ATTENDANCE AT VISITOR ATTRACTIONS & EVENTS

1.9 million WALK-INS TO VISITOR CENTER8,500

VISITOR-RELATED JOBS GENERATED

1,650

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HANDMADE PUPPET PARADE, HILLSBOROUGH, NC

VISITCHAPELHILL.ORG888.968.2060

Eclectic? Always. Stu�y? Never. Here, at the edge of the Triangle, art is everywhere. And it’s for everyone. All on the fringe of mainstream. All in the Chapel Hill area.

MoRe aRtsy.Le� FaRtsy.

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Securing meetings, conventions, reunions and events are an important part of the work that the Visitors Bureau does. Bringing groups to Orange County is a very different process than attracting family visitors. Drawing groups to Orange County requires a sales expert, a lead-generated system and daily outreach. Meeting and event planners make purchasing decisions on behalf of their company or organization, and the result will affect many.

In the sales pipeline there are many steps—prospecting, introducing clients to the destination, working tradeshows, conducting sales promotions, site visits with meeting planners, bids, and issuing leads —before the ultimate goal of booking a group is realized. It takes persistence, marketing and constantly soliciting accounts in the hopes that they will book Orange County for their upcoming event.

This is especially important in keeping our 1,600 Orange County hotel rooms busy during the critical, Sunday-Thursday part of the week. A popular college town doesn’t have to work as hard to fill rooms on most weekends. But

weekdays require a myriad of group conferences and event bookings.

In the past year, CHOCVB participated in national tradeshows, marketplaces and sales promotions; conducted site visits, sales calls and face-to-face appointments; and submitted 66 qualified leads to Orange County hotels and meeting facilities. The net result was 43 meetings and conventions booked representing 3,723 hotel room nights. This brings 16,000 new people to town who are estimated to spend $2.7 million while attending their conference or event.

CONFERENCES, WEDDINGS AND EVENTS

7VISITCHAPELHILL.ORG888.968.2060

unconventIonaL conVentIons. The Chapel Hill area has plenty of unique meeting spaces. Maybe you’ll meet in an amphitheater. Or a woodsy retreat. Or a boutique hotel. Either way, when you meet at the edge of the Triangle, you’re already thinking outside the box.

NORTH CAROLINA BOTANICAL GARDEN, CHAPEL HILL, NC

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Making certain that groups meeting in Orange County have a wonderful time is important in ensuring that they’ll come back. Many attendees are experiencing Orange County for the first time and there is only one chance to create that great first impression.

CHOCVB provided services to 157 groups meeting in Orange County last year, including helping to increase attendance by creating videos that get association members excited about visiting and providing guides and maps, staffing information booths, and helping organize off-site events such as bringing an Our State magazine tour group to the Dean Dome to shoot baskets.

GROUP SERVICES

“CHOCVB provided services to 157 groups meeting in Orange County last year.”

9VISITCHAPELHILL.ORG888.968.2060

The unique vibe. The gourmet food. The freakishly nice people. Lots of smart folks have chosen the edge of the Triangle for their big event, too. Now it’s your turn to take all the credit for deciding on the Chapel Hill area. Kudos!

GReat MIndsthInk aLIke.

THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC

Last year, "The Edge of the Triangle” campaign achieved 26.8-million US consumer impressions.

The Edge of the Triangle is a campaign that means much more than a fuzzy geographical description. It’s about who we are as a destination, what we represent, and the image we send to the rest of the world.

MARKETING AND ADVERTISING


FRANK GALLERY, CHAPEL HILL, NC

There’s always something new to get into at the edge of the Triangle. A new art exhibit. A new cupcake shop. A new show to see. Whatever you’re into, you can be sure that visiting the Chapel Hill area will always give you a new perspective.

new Ideas aRoUnd eVeRy coRneR.


WEAVER STREET MARKET, CARRBORO, NC

When it’s time to kick back and relax, head to the edge of the Triangle. The Chapel Hill area is teeming with secret gardens, quaint co�ee shops, unique boutiques, fun festivals and activities for both the young at heart and the young and the restless.

even gRoceRy sho�InG Is dI�eRent heRe.


At the edge of the Triangle, we’re more into original thinking. And it shows in our galleries, on our murals and at our art festivals. Come see for yourself.

NORTH COLUMBIA STREET, CHAPEL HILL, NC

we tRy not to stay wIthIn the LInes.

soMe places aRe eVen be�eR By F�t.


TAR HEEL 10 MILER, CHAPEL HILL, NC

There’s never a shortage ofsporting events and activities at the edge of the Triangle. From family-friendly races to pickup games, country parks to city leagues, the Chapel Hill area welcomes athletes of all skill levels as well as their biggest fans.

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Consider this:

Business Week praised us as one of the Best Places to Raise Children, and American Style magazine named as to their America's Top 25 Arts Destinations. All of our communities have been deemed Bicycle Friendly. And Money magazine named us to their Best Places to Live cities. Entrepreneur magazine proclaimed us as one of Top 10 Best Places to Start a Business.

When you mix all of these honors into the cultural and artistic mélange that is Orange County what you come up with is one edgy place to live. Orange County is remarkable. There’s no place like it in the country.

The Visitors Bureau reminds travelers of all ages about experiences that are a bit edgy. We use publications such as The New Yorker, Wired, Public Art Review, and Conde Nast Traveler and city magazines such as Charlotte Magazine to reach the right audience: upscale, educated and culturally curious travelers.

The online ads bring to life the vibrant culture of Orange County, emphasizing 10 incredible experiences, including Weaver Street Lawn, Last Fridays Hillsborough, Mural tours in Chapel Hill, the Tar Heel 10 Miler, Botanical Garden, Friday Center and meeting space; local food, art galleries, music venues and local shops.

The Chapel Hill and Orange County Visitors Bureau’s award-winning, responsively designed website drew 142,240 unique visitors In 2012-13. These visitors came from every state in America and nearly every country in the world. The website’s responsive design complies with the latest web standards and best practices by serving a customized layout for the rapidly growing portion of users who access visitchapelhill.org via smartphones and tablets.

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The Orange County area was written-up in national media for its appeal to travelers of all ages; retirees, foodies and artists. One such article in The Wall Street Journal, which the Visitors Bureau helped develop, promoted the area’s appeal as a retirement location. National news stories that positively promote the Orange County brand help economic activity in the county.

Orange County hosted 24 travel writers and editors representing international, national and regional media. In 2012-13, 485 editorial mentions contributed to the on-going media buzz on Orange County. In November 2012, TerraVITA Farm Media Tour and Food & Wine Event included writers from Travel + Leisure magazine, Carolina Epicurean, Our State magazine, Food Blog thegourmez.com, Cary Magazine and 100.7 The River. In August 2012, four travel writers from major media visited as part of a Triangle Culinary Media Tour. Additionally, the bureau created two new promotional videos plus provided B-roll on Orange County for a Travel Channel Food Story.

Visitors Bureau received three Destination Marketing Achievement Awards at the 2013 N.C. Tourism Leadership Conference Banquet. Platinum awards went to the 2013 Chapel Hill Food Lover’s Guide with Carrboro & Hillsborough for “Destination Publications —Best Niche Marketing” and the Visitor Bureau’s newly redesigned website, www.visitchapelhill.org in the “Destination Marketing Initiatives—Best Web Based” category. A Gold Award went to Meet at the Edge of the Triangle ad for “Best Print Advertising for the Group Market.”

COMMUNICATING THE MESSAGE: MEDIA & PUBLICITY

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CROOK’S CORNER CHEF BILL SMITH, FARMERS’ MARKET, CARRBORO. NC


There’s nothing bland about cuisine at the edge of the Triangle. The food here is inspired. Vibrant. Fresh. Here, local favorites happen to be world-renowned chefs. Irresistible dishes are the norm. And memorable meals are standard fare.

Is theRe a secRet InGRedIent? absoLuteLy.

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Almost one-quarter of Orange County’s annual 2.5 million visitors were touched in some way by one of CHOCVB programs, publications or services. One of the services we provide visitors is a walk-in Visitor Center in the middle of Chapel Hill, on West Franklin Street, that provides a warm, friendly, helping hand to thousands of annual visitors. They come in looking for restaurants, maps, suggestions, guides, campus info and questions that can’t be predicted.

Another service is annual Visitor Guides, loved by tens of thousands of travelers at RDU Airport Authority. Each month, the CHOCVB ships boxes

WELCOMING OUR VISITORS WITH HOSPITALITY AND APPRECIATION

to the hospitality desks at the airport whose trained ambassadors distribute to travelers who want to visit Orange County.

To help spread the word about all that there is to see and do in Orange County, staff conducted two hospitality training tours with 22 participants and updated members of the NC Call Center (1-800-VISITNC) in November 2012 on changing Orange County amenities.

The CHOCVB provides hotels and meeting facilities with maps, event calendars, specialty brochures, event planning guides, apps and mobile tour programs.

“They come in looking for restaurants, maps,

suggestions, guides, campus info and questions that

can’t be predicted.”

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SCHEDULE OF REVENUES AND EXPENDITURESFY 2012-2013

Occupancy Tax $1,049,597 83%Town of Chapel Hill Support $ 175,237 14%State Arts Grant $ 30,482 3%Investment Earnings $ 1,863 >1%

Total Revenues $ 1,257,179

REVENUES:

EXPENDITURES:

Sales & Marketing $ 672,907 51%Personnel Services $ 334,286 25%Operations/Administration $ 188,365 14%Arts Commission Operations $ 134,276 10%Recurring Capital $ 2,528 >1%

Total Expenditures $1,332,362

The Visitors Bureau houses the Orange County Arts Commission, an Orange County agency charged with building a strong arts community. Some of the highlights from FY 2013 included:

• Awarding $30,482 in state grassroots arts program funds in Orange County.

• Participation in the Emerging Artists Grants program, administered by the Durham Arts Council for Chatham, Durham, Granville, Orange and Person counties. Three Orange County artists received grants from this program in 2013.

• Awarding $26,750 in Orange County-funded grants.

• Hosting four artists salons offering educational opportunities for artists on a wide range of topics.

• The Arts Commission joined partner agencies to choose Hillsborough children’s literature author, Jean Claude Bemis, as the 2013 Piedmont Laureate. This program promotes excellence in the literary arts throughout the Piedmont region. Visit www.artsorange.org.

VISITCHAPELHILL.ORG

ORANGE COUNTY ARTS COMMISSION

annual progress report 2012-2013

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