fayetteville advertising & promotion commission 2013 year in review
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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”