Annual Report FY

2015ANNUALREPORT

PRESIDENT/CEO MESSAGE

The Prince William & Manassas Convention & Visitors Bureau has been hard at work, both publicly and behind the scenes, to create the perfect environment for our region to be successful in promoting tourism for many years to come.

FY 2015 HIGHLIGHTS INCLUDE:- Prince William & Manassas launched a new destination video that has received over 78,000 views.- 20+ Travel journalists visited from around the United States and Canada resulting in Prince William & Manassas being featured in a host of national and international publications.- Hotel occupancy in Prince William & Manassas is up 4% and average daily rate is up $1.18 from FY14- Over 30 million dollars was invested in new tourist attractions and infrastructure for future tourism related projects in Prince William & Manassas this year.

The tourism industry’s dedication to working together contributed to these successes in FY2015. Thank you for your continued support, partnership and pride in our region.

Warm Regards,

Prince William, Manassas, and Manassas Park generated $593 million in tourism revenue, a collective increase of 3.8% com-pared to 2013.

Tourism also supported 6,596 jobs in Prince William, Manassas, and Manassas Park and provided $25 million in state taxes and $9.6 million in local taxes.

2014 Tourism Numbers

Recent Investments

Homewood Suites / HGI WoodbridgePotomac Town CenterElite Shooting Sports

Promenade at Virginia Gateway Gainesville Tin Cannon

Bad Wolf Brewing Heritage Brewing Company

Growling Bear BrewingOrnery Brew Pub

KO Distillery

Future Tourism Investments

Home 2 Suites WoodbridgePotomac Science Center

Murlarkey DistilleryPotomac Shores Hotel, Conference Center & Resort

Americans at Wartime Museum Minor League Stadium “Potomac Nationals” at Potomac Town Center

Prince William & Manassas Tourism Investments

Ann Marie Maher

FY2014 FY2015

Group Sales

Total Leads 83 109Overnight Leads 40 53Room Nights 8,222 6,485Day/Service Leads 43 56

Reported Room Nights 19,437 25,393

Planner Interaction 674 1,157

Communications

Stories Generated 144 153

Consumer Inquiries

Visitor Guides Distributed

125,000 125,000

Website Total Visits 175,560 143,769

Website Page Views 351,641 487,385

New Facebook Likes 2,059 3,786

New Twitter Followers N/A 531

Visitor Center

Visitor Center Traffic 18,678 20,566

The top tourist attractions in Prince William & Manassas continue to be the Manassas

National Battlefield, the National Museum of the Marine Corps, Jiffy Lube Live, Potomac Mills and Prince William Forest Park

FY 2014VISITATION

3,421,877FY 2015

VISITATION

3,174,531Tourism Visitation

Prince William County TOT Revenue

FY2014

$3,303,757FY2015

$3,096,400

FY2014 FY2015

$81.27 vs

Average Daily Rate

$82.45FY2014 FY2015

$59.7% vs

Average Occupancy

$63.8%FY2014 FY2015

$49.08 vs

Average Rev Per Avail Room

$53.01

• Build brand awareness and generate visitation from individuals to Prince William & Manassas• Generate visitation from groups to Prince William & Manassas• Secure resources to achieve the mission and objectives• Conduct research to determine best marketing strategies and to track performance measures• Encourage product development and infrastructure improvements that are consistent with the CVB’s mission

and the brand for the destination• Build community support for tourism and the CVB

To market, promote and develop Prince William and Manassas as a tourism and group destination thereby stimulating economic growth and vitality.

Discover Prince William & Manassas is the region’s official destination marketing organization. We are a not-for-profit organization (a joint city-county agency) supported by transient room tax. We work to provide information on accommodations, attractions, recreation, dining and more to group and leisure travelers.

Through partnerships with the local business community across numerous industries, our goal is to attract visitors to Prince William County and the City of Manassas and ensure they have a wonderful experience while visiting.

DISCOVER PRINCE WILLIAM & MANASSAS STRATEGIC PLAN

• Adheres to the highest professional standards in all its actions.• Holds itself accountable for achieving its mission and objectives as a collaborative leader within the industry and community.• Efforts and decisions will be responsive to market conditions, research data and cost/benefit analyses.• Recognizes which constituent groups represent its customers, partners, and beneficiaries and responds to their needs and expectations accordingly. Customers = visitors, travel trade, and planners Partners = hospitality industry, governments and business Beneficiaries = the community and the hospitality industry• Expands existing markets, while exploring new market opportunities for the destination.• Primarily maintains a long-term, strategic marketing focus; and partners with others to respond to short-term marketing opportunities.• Supports events that are consistent with its mission, performance measures and destination brand.• Primary responsibility is to pursue market segments that will produce the best R.O.I• Creates and implements a two-year fully integrated marketing plan • Measures R.O.I. on a three-year cycle rolling average.• Will use data as appropriate for product development that’s consistent with its mission, imperatives and objectives.

DESTINATION INDICATIORS

• Economic impact of tourism• Occupancy• Bed tax collections• All sales tax collections• Restaurant sales tax • Length of stay• Per person expenditures• Attraction attendance

CVB PERFORMANCE MEASURES

• Return on Investment (R.O.I.)• Inquiries converted• Cooperative resources generated• Bookings (convention, event, tour)• Booked room nights vs. actual• Group leads converted• Visitor Center traffic• % overhead expenses• Media (reach, quality, volume)

We track and communicate the results of our efforts on the basis of the following:

TARGET MARKETSLEISURE

Civil War History Enthusiasts

Rationale

25 civil war sites in Prince William & Manassas , along national civil war trail route (Gettysburg, Antietam, Harper’s Ferry, etc.) accessible location, price point lines up, other regional military history product partnering potential, valued by partners/good co-op opportunities, some ancillary offerings

Military History Enthusiasts

Rationale

Civil war battlefields, National Museum of the Marine Corps, accessible location, price point lines up, other regional military history product partnering potential, valued by partners/good coop opportunities, some ancillary offerings

Outdoors (Active) within 400 miles

Rationale

Great product for Golf, Hiking, Biking, Fishing & Boating segment, accessible by road, affordable, family friendly, historic aspect helps separate from competition.

Cost Conscious Families

within 400 miles

Rationale

Accessibility, affordability, product needs fit, activities, historical offerings an asset, housing alternative to DC, partners value weekend pattern

General Population within 500 miles

Rationale

Create awareness and positive perception of Prince Wiliam & Manassas and build day trip business

In Market Visitor

Rationale

Impact visitor satisfaction, increase spend for overnight and day visitors, possibly extend the stay, expand presence with-out significant additional costs

Train Enthusiasts

Rationale

Rail history, existing festival, accessible, higher end travelers

Travelers Interested

in Paranormal

Rationale

Partners currently have product, some TV exposure,

ghost tours available

TARGET MARKETSGROUP

Reunions (Military & Family)

East Coast based, Less than 200 attendees

Rationale

Good product match, costs in line, location/accessible road & rail, DC, History, valued by partners thus co-op opportunities

Student Tour Operators

Rationale

Affordability, history, proximity to DC, accessibility, performance opportunities.

Adult/Senior Tour Operators

Rationale

Accessibility, motor coach friendly, affordability, group size fits, proximity to DC, partner co-op opportunities.

Meeting(150 Room Nights or Less)

Rationale

Valued by partners if off-peak, affordable product is asset, proximity to DC

Sports (Amateur)

Rationale

Perceived opportunity

International Traveler

Rationale

Partnering opportunity with CRUSA, Dulles, DC proximity, Civil War interest in segment, affordability, shopping, authentic American towns.

Weddings

Rationale

Unique venues for weddings, accessible (airport and 66 & 95), affordable, affordable for CVB

What we do: Generate group room night for Prince William & Manassas hotels and help with hospitality products and service sales to groups in our target markets. From hotel accommodations to activities and tours to brochures for goodie bags, We work to create the best stress-free planning process and group experience possible.

FY 2014 FY 2015

Total Leads 83 109Overnight Leads 40 53Room Nights 8,222 6,485Day/Service Leads 43 56

Reported Room Nights 19,437 25,393

Planner Interaction 674 1,157

Virginia Motorcoach AssociationNorth Carolina Motorcoach AssociationMotor Coach Association of South Carolina Richmond, VAStudent Youth Travel Association Regional FAMSales Mission to New York, NY New York, NYReunion Friendly Network Albuquerque, NMOntario Motor Coach Association Ottawa,ONSales Mission Canadian Automobile Association CanadaYour Military Reunion Connection Charleston, SCPost Your Military Reunion Connection FAM North Carolina

South CarolinaTravel South International New Orleans, LAAmerican Bus Association St. Louis, MOFaith Travel Association New Orleans, LA

National Tour Association New Orleans, LANorthern Virginia Visitor Consortimum Sales Mission Montreal &Toronto

CanadaPennsylvania Bus Association King of Prussia, PAVirginia Tourism Corporations Mid-Atlantic Sales Mission Mid-Atlantic Region

Phill Vassar Tour Operator Event Manassas, VANational Association of Sports Commissions Milwaukee, WIReceptive Tour Operator Summit New York, NY

IPW (International Pow Wow) Orlando, FL

FY 2015 TRADE SHOWS & SALES MISSIONS

01

$50 per pass includes discount admission to Splashdown Waterpark, Rebounderz Manassas & Laser Tag Manassas. Plus, special offers from Olive Garden, City Grille, Okra’s Cajun Creole, Hylton Performing Arts Center, Potomac Mills, Potomac Nationals, Blue Arbor Cafe, Rivershore Charters and the National Museum of the Marine Corps. Sold through online travel agents such as Expedia & Viator

Family Adventure Pass Development

Virginia Motorcoach AssociationNorth Carolina Motorcoach AssociationMotor Coach Association of South Carolina Richmond, VAStudent Youth Travel Association Regional FAMSales Mission to New York, NY New York, NYReunion Friendly Network Albuquerque, NMOntario Motor Coach Association Ottawa,ONSales Mission Canadian Automobile Association CanadaYour Military Reunion Connection Charleston, SCPost Your Military Reunion Connection FAM North Carolina

South CarolinaTravel South International New Orleans, LAAmerican Bus Association St. Louis, MOFaith Travel Association New Orleans, LA

National Tour Association New Orleans, LANorthern Virginia Visitor Consortimum Sales Mission Montreal &Toronto

CanadaPennsylvania Bus Association King of Prussia, PAVirginia Tourism Corporations Mid-Atlantic Sales Mission Mid-Atlantic Region

Phill Vassar Tour Operator Event Manassas, VANational Association of Sports Commissions Milwaukee, WIReceptive Tour Operator Summit New York, NY

IPW (International Pow Wow) Orlando, FL

Missing In America Project

Program Inception: February 2, 2013Groups have participated to date: 20Total Visitors from program: 889

Groups can pay their respects at Quantico National Cemetery with a private flag laying ceremony at the graves of veterans whose remains were previously forgotten. Hosted by the Missing in America Project (MIAP), their mission is to find, identify and provide full military burial for these now remembered heroes. Groups have the chance to hear from a MIAP volunteer about the time consuming process identifying the veterans, as well as show them how to distinguish between the Missing In America Project veterans and their comrades in the cemetery. The experience is complimented by a guided tour with the cemetery’s staff, helping them recognize the different types of stones used, the precision expected when interring the veterans and their families, and how they conduct the funeral ceremonies

Virginia by Rail Sales MissionSeptember 2014 -New York & New Jersey

Sales calls made to International Receptive Operators promoting VACVB award-winning regional itinerarydeveloped in partnership with Fredericksburg, Richmond & Norfolk CVB’s

ADVERTISING

发现：美国内战和军事历史风景秀丽的山脉、河流&游径纯正美式小镇世界级的艺术与文化体验波托马克米尔斯奥特莱斯购物

弗吉尼亚州威廉王子县&马纳萨斯城距华盛顿特区不到30英里，毗邻华盛顿国家机场 (DCA)

和华盛顿杜勒斯国际机场 (IAD)

电话：001-703-396-7130 网址：www.DiscoverPWM.com

What we do: Develop the Bureau’s marketing and communication strategies, and devises and implements results-oriented programs with the purpose of enhancing the image of the Prince William & Manassas as an attractive leisure and group destination. The department is also responsible for developing all advertising and collateral materials to support the marketing programs and all other departments.

FY2014 FY2015

Visitor Guides Distributed 125,000 125,000

Website Total Visits 175,560 143,769

Website Page Views 351,641 487,385

New Facebook Likes

2,059 3,786

New Twitter Followers

N/A 531

Strategy: Our emphasis is on digital advertising to be enhanced by print advertising when deem appropriate for the specific market targeted.

In FY 15, Our main campagin was digital display ads featuring NetSeer & Spongecell Technology.

NetSeer is the patented online reach technology allowing us to place our messages on relevant web pages of content. Spongecell is “rich media” technology that allows us to include video, slide shows and other features in our ads so the consumer can engage with our brand without having to leave the website they are viewing.

Campaign Goal: Promote travel to Prince William & Manassas from origin markets of DC, NY, VA, NC, PA, MD, FL, NJ, OH, GA, SC, and WV. Ads ran in Fall & Spring on more than

1,500 websites over the course of the campaign, allowing for extensive reach in the selected geography, yet with micro targeting to the individual based on page relevance.

In addtion, we do extensive advertisng through Google, Virginia Tourism Coroporation, Trip Advisor, Facebook & Twitter. We reach the international market through Captial Region USA with ads in their UK, Germany, China, France and Brazil holiday guides and websites.

Top 5 Blog Posts

1. Top 10 Things to Do in Prince William & Manassas2. Girls Getaway Weekend3. Discover Delicious Wine & More at the Winery at LaGrange4. 5 Reasons to Plan a Golf Getaway to Prince William & Manassas5. Discover Small Town Charm

DiscoverPWM.com BlogLaunched in March 2015Total Pageviews 4,207 Drove an additional 4,118 clicks to the website in FY 2015

Total Followers 1,826New Twitter Followers 531

Total Likes 10,332New Facebook Likes 3786

Facebook.com/discoverpwm @DiscoverPWM1. United States2. Canada3. Brazil4. United Kingdom5. India6. Philippines7. Mexico8. Germany9. Israel10. Italy

DiscoverPWM.com Traffic by Country

48,623 Views

2,405 Views

27,843Views

78,000+ Total Views

Debuted January 2015

DISCOVERPWM.COM Total Visits In FY 15

143,769

FY 15 Press highlights include: Whales on Sunday (UK publication) covered WWII Spy training at Prince William Forest ParkMen’s Health coverage Outdoor ActivitiesMost Haunted Virginia Blog covered Weems Bott MuseumHuffington Post covered City of Manassas, Mom’s Apple Pie, Marine Corp Museum, & Battlefield Packed Suitcase Blog Covered Historic Occoquan and Historic Downtown ManassasSports Destination Management Magazine covered fishing at Leesylvania State Park

What we do: Promote travel to Prince William & Manassas by soliciting and supporting members of the media to create positive editorial coverage. Consumer and travel trade publications are important in this endeavor, as well as freelance writers, photographers, targeted publications and electronic mediums. The department conducts FAM and individual press tour. Staff members continuously research and pitch new and evolving stories to generate media interest.

FY 2014 FY2015

Stories Generated 144 153

Monthly Consumer Newsletters

Current Database Subscribers: 29,000In FY 15, E-Newsletter drove 4,700 clicks to Discoverpwm.comNewsletter contains seasonal information on attractions, dining, shopping and upcoming events in order to attract visitors to the area.

The Northern Virginia Visitors Consortium held a Sales mission with a media event involving industry partners from Virginia’s Cultural Region in Quebec & Toronto in March.

A 2-day mission was held in each province with a formal media event (targeting 30+ media), desk side media visits, calls to Tour Operators and a lunch & learn at CAA.

The mission has resulted in 2 Travel Writers visiting our area this past August and so far 8 articles having been published about the area.

20+ Travel Writers Visited Prince William & Manassas in FY15

TrekarooWQMX-FMBlue Ridge OutdoorArztliches Journal (Netherlands)History ChannelGetaway MavensSmoke & Fire NewsNorthern Virginia MagazineRichmond Family MagazineNational Geographic Traveler (China)Global Times Online (Beijing)China Business News (China)Hainan Haishi Travel Satellite TV(China)Air China Limited (China)DC Center China (China)Travel Channel (China)Wales on Sunday (UK)Sunday Mercury (UK)Family Travel FilesAAA MotoristGlouster-Matthews GazettePacked Suitcase

Sports Tourism Committee

The Sports Tourism Committee was created as an advisory group made up of industry stakeholders to enhance and promote Prince William & Manassas as a destination for sports-related events therefore creating a positive economic impact on the area. The task force will provide a platform for communication and collaboration to the CVB Board on issues related to sports tourism.

Objectives:• Develop a means in which to measure the potential economic

impact of various sporting events• Complete a comprehensive review and evaluation of sports-

related venues out of which an internal database and external marketing piece can be developed

• Work with local leagues and clubs to improve the yield from existing events through increased attendance or length of stay

Sporting Events Secured By

Sports Tourism Committee

Cabela’s King Kat (March 14, 2015)

3v3 Live Soccer (August 1-2, 2015)

Fishers of Men (October 9-10, 2015)

USA BMX (July 1-3, 2016)

Virginia Sate Little League Baseball (July 14-19, 2016)

Fun Run ½ Marathon (September 25, 2016)

Virginia State Majors Little League Baseball (July 2017)

Discover Prince William & Manassas sponsored the games along with Fairfax & Loudoun Counties. Sponsorship included: • Reciprocal Link on Web Site• Logo on all official programs/signage• Web banner advertising• Destination Blog Post (see attached)• Physical presence at ‘Athlete Village’ in Reston during the Games • Customized print-piece inserted into 12,000 Athlete Registration Bags promoting Prince William (see attached)• Visitor information/welcome tables at Prince William & Manassas venues during events. Partners had the opportunity to provide brochures, discount/coupons and/or giveaways at all 5 venues

Partner of the Year Missing in America Project/Quantico National Cemetery

Tourism Champion Award Maureen S. Caddigan, Vice Chair, Potomac District Prince William County Board of Supervisors

Tourism Leader Award Earnie Porta, Occoquan Transportation Company

Stellar Service Award Doug Horhota, Manassas Museum System

2015 Industry Award Winners

Discover Prince William & Manassas held its annual National Tourism Week Luncheon & Industry Awards Event on May 8, 2015 at the newly opened Hilton Garden Inn Woodbridge.

The annual industry award ceremony honors individuals and organizations who contribute to the promotion and development of Prince William & Manassas as a tourism and group destination. The industry awards were sponsored by the Virginia Hospitality & Travel Association.

Keynote speaker, Dr. James F. Petrick, of Texas A&M University, presented preliminary findings from Discover Prince William & Manassas recent tourism research initiative with eBrains Inc. Nearly 100 tourism partners, elected officials and local businesses dependent on travel and tourism attended.

EXECUTIVE &

OPERATIONS

Ann Marie MaherPresident/CEODirect: [email protected]

Susan PlattnerOffice ManagerDirect: [email protected]

Kim SherwoodAdministrative AssistantDirect: [email protected]

Christine Bury (Based in Occoquan)Visitor ServiceDirect: [email protected]

Ray MooreMail RoomDirect: 703-396-7130

MARKETING&

COMMUNICATIONS

Wendie VestfallDirector of Marketing & CommunicationsDirect: [email protected]

Nicole WarnerMarketing & Communications SpecialistDirect: [email protected]

Jordan McElwainMarketing & Communications AssociateDirect: [email protected]

SALES

Mark KowaleswskiDirector of SalesDirect: [email protected]

Mike StoupaSales ManagerDirect: [email protected]

CONTACT US

EXECUTIVE COMMITTEE

Thida Win-LoveChairman

[email protected] Discover PWM

Lucy [email protected]

Representing Coles District

Brendon [email protected]

Representing PWCHistoric Preservation

Jane [email protected]

Representing Potomac DistrictLisa Krauss

[email protected] Woodbridge District

Diane [email protected]

Representing Neabsco District

Pamela [email protected]

Representing Brentsville District

Patrick [email protected]

Representing City of Manassas

Dave [email protected]

Representing Discover PWM

Doug [email protected]

Representing Gainesville District

Jason [email protected] PWC

Communications Office

Sally WoodVice Chairman

[email protected] PWC Parks & Recreation

Janice CunardSecretary

[email protected] Occoquan District

Steve ChapmanTreasurer

[email protected] PWC At-Large

VISIT US

Main Office10611 Balls Ford Rd

Suite 110Manassas, VA 20109Phone: 703-396-7130

Fax: 703-396-7160

Visitor Center200 Mill St

P.O. Box 123Occoquan, VA 22125Phone: 703-491-4045

Fax: 703-491-4057

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