bctda investors meeting 2014 annual report€¦ · bctda investors meeting 2014 annual report...
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BCTDA Investors Meeting
2014 Annual Report
Stephanie Pace Brown
Executive Director,
Asheville Convention & Visitors Bureau
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BCTDA Mission
To be a leader in the economic development of Buncombe
County by attracting and servicing visitors, generating
income, jobs and tax revenues which make the community
a better place to live and visit.
BCTDA Vision
Asheville/Buncombe County will retain its unique,
authentic and environmental charm while welcoming
global visitors searching for personal enrichment and
memorable experiences.
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Buncombe County Tourism Trends
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Asheville attracted 9.1 million visitors in 2012, including
3.1 million overnight person-trips
Visitors spent $1.5 billion
Generating $2.3 billion in total business sales
And, $250 million in tax revenues, including 15.2% of the
City of Asheville’s General Fund revenues ($13.7 million)
Tourism supported 23,000 jobs with
income of $614.5 million
1 in 7 jobs in Buncombe County were sustained by tourism
25% in food and beverage, 18% in lodging, 13% in retail, 12% in
recreation – 32% were in other sectors
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Visitor Spending in Buncombe County
Visitors spent $1.5 billion in 2012, up 5.3%
Source: Tourism Economics
$1,301
$1,371
$1,450
$1,528
$1,150
$1,200
$1,250
$1,300
$1,350
$1,400
$1,450
$1,500
$1,550
2009 2010 2011 2012
(calendar year in millions)
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Number of Visitors
9.1 million visited Buncombe County, up 2%
3.1 million stayed overnight
8,438
8,723
8,906
9,086
8,000
8,200
8,400
8,600
8,800
9,000
9,200
2009 2010 2011 2012
(calendar year in thousands)
Source: Tourism Economics
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Taxable Hotel Sales Up 9.2%
Third year of 9+% growth
Source: Buncombe County
$162,611 $168,772
$154,459 $154,443
$169,518
$185,091
$204,453
$50,000
$100,000
$150,000
$200,000
$250,000
FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13
(in thousands)
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Tourism Product Development Fund
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Tourism Product Development Fund
• 24 grants totaling $15 million awarded to 16 community
projects
• 10 Completed Projects – John B. Lewis Soccer Complex; Grove Arcade; The Bonsai Garden at the
North Carolina Arboretum; Asheville Visitor Center; Western North
Carolina Veterans’ Memorial at Pack Square Park; Buncombe County
Civil War Trails; Pack Square Park & Pavilion; Asheville Area
Wayfinding; The Orange Peel; U.S. Cellular Center
• 4 under construction
– Navitat Canopy Adventures; Pack Square Park Canopy; Lighting for
UNC Sports Fields; Smoky Mountain Adventure Center
• 2 in fundraising phase
– Asheville Art Museum; Montford Park Players
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What’s Next for TPDF?
• TPDF Improvement Study
– Revising application process to increase clarity
• Destination Development Forum, December 2013
• Accepting applications late Spring 2014, date TBA
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Group Sales and Services
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Group Sales & Services Team
Dianna Pierce,
Vice President,
Sales
Tina Porter,
Senior Sales
Manager
Brenda Taylor,
Senior Sales
Manager
Shawn Boone,
Sales Manager
Janelle
Troglione,
Sales Manager
Carli Adams,
Group
Communications &
Services Manager
Lauren Harris,
Sales & Service
Coordinator
Beth
McKinney,
Administrative
Assistant
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Enhanced Tool Kit for the Sales Team
• Upgraded sales database and integrated with consumer, website,
and partner databases
– Invested in training
• Introduced new metrics
• Invested in lead generation: Cvent, The Knowland Group, external
telemarketing and prospecting programs
• Developed new brand for the meetings market
– New group oriented photography
– Tradeshow banners
– Digital Meeting Planners Guide
– Fact sheets on accessibility, sports, venues, group activities
– Templates for direct mail and e-mail communications
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Not Just Meeting slide here – cover the entire
slide
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Explore Asheville:
The 48-Hour Meeting Planner Experience
• Multiple dates
• Eight qualified planners
• Paid transportation
• Customized experience
48-Hour Implementation
November 2013 – 5 planners
April 2014 – 9 planners FILLED
June 2014 – 4 planners
September 2014 – ADDITIONAL DATES
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Concept Events in Target Markets
August 2013 – Atlanta: A Taste of Asheville
February 2014 – Washington DC: Destination & Travel Foundation
Dinner & Dream Auction
May 2014 – Washington DC: TBA
2014 – Nashville: TBA
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Focus on Departmental Outreach
Sales Metrics, July - December
- 4,284 P2Pcontacts: Sales calls, site visits,
appointment trade shows, emails, phone calls, etc.
- 4,040 Indirect contacts: Trade shows, pre- and
post-emails, etc.
- 4,983 Department contacts: newsletters,
system wide direct mail, e-blasts, invitations, etc.
- 141 AAA webinar attendees
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Sales Leads Distributed Up 25% YTD
315
374
439
482
258
0
100
200
300
400
500
600
FY 10 FY 11 FY 12 FY 13 FY 14* (as of
12/31/13
206
as of
12/31/12
(FY 12-13)
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Sales Leads Room Nights Represented Up 14% YTD
103,064
92,166 85,344
145,838
56,141
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
FY 10 FY 11 FY 12 FY 13 FY 14* (as of
12/31/13
49,345
as of
12/31/12
(FY 12-13)
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Definite Bookings Up 37% YTD
190
223 221
250
155
0
50
100
150
200
250
300
FY 10 FY 11 FY 12 FY 13 FY 14* (as of
12/31/13
113
as of
12/31/12
(FY 12-13)
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Definite Bookings Room Nights Represented Up 25% YTD
42,808 42,670 43,574
55,128
27,850
-
10,000
20,000
30,000
40,000
50,000
60,000
FY 10 FY 11 FY 12 FY 13 FY 14* (as of
12/31/13
22,374
as of
12/31/12
(FY 12-13)
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Marketing and Public Relations
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Marketing & PR Team
Marla
Tambellini,
Vice President,
Marketing/
Deputy Director
Dodie
Stephens, Senior
Communications
Manager
Landis Taylor,
PR Specialist
Pat Kappes,
Public Affairs
Manager
Cat Kessler,
Online Content
Manager
Derek Misler,
Web Manager
Sarah Lowery,
Marketing & PR
Assistant
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Advertising
• Announced selection of Mullen NC in
Sept.
• Spring 2014 media plan approved in Dec.
Adds Columbia and Charleston to
core markets of Atlanta, Charlotte,
Raleigh and Greensboro
• Presented enhanced Foodtopia strategy
in Jan.
• New advertising campaign with digital
assets and micro-site
• New Foodtopia Partner Partnership
Program
• Creation of Foodtopia multi-media
storyline with E-book
• In development of 2014-15 strategy
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ExploreAsheville.com:
Attracts 3.5 million visits
annually
More than 2 million
visits FYTD, Up 43%
Online Reservations
coming spring 2014
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Media Relations: NYC Media Trip
Senior Communications
Manager Dodie Stephens
secured desk-side visits with
top editors and producers at
Food & Wine, Travel +
Leisure, SAVEUR, bon
appétit, ELLE DECOR, House
Beautiful, Veranda, Condé
Nast and NBC’s TODAY
during her annual trip to New
York this week.
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Media Relations: Winter Drive Market Media Tour
• The full schedule included 12 broadcast appointments in the Greenville, Tri-Cities and Knoxville markets.
• Asheville Restaurant Week, romance (including Valentine’s Day weekend) and new winter-travel packages were integrated as lead message points and timely reasons to travel in broadcast, print and online media appointments.
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Media Relations Efforts:
Resulted in
356 significant media
placements in FY13 --
Generating $3.9 million
in ad equivalency for
editorial
Up 33% YTD
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New Ways to Connect to
the TDA and CVB:
• Annual Meeting
• Investors Meeting
• Summer Social
• Holiday Party
• Monthly ACVB Partner
Forum
• Partner Connect Newsletter
• Facebook/ashevillecvb
AshevilleCVB.com
Download research reports,
trend data, and industry
event dates
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TOURISM BUILDS COMMUNITY
Stephanie Pace Brown
Executive Director, Asheville Convention & Visitors Bureau
828.258.6104 | [email protected]
January 2014