BCTDA Investors Meeting 2014 Annual Report€¦ · BCTDA Investors Meeting 2014 Annual Report Stephanie Pace Brown ... a better place to live and visit. BCTDA Vision Asheville/Buncombe

BCTDA Investors Meeting

2014 Annual Report

Stephanie Pace Brown

Executive Director,

Asheville Convention & Visitors Bureau

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.

Buncombe County Tourism Trends

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

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)

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

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)

Tourism Product Development Fund

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

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

Group Sales and Services

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

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

Not Just Meeting slide here – cover the entire

slide

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

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

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

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)

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)

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)

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)

Marketing and Public Relations

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

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

ExploreAsheville.com:

Attracts 3.5 million visits

annually

More than 2 million

visits FYTD, Up 43%

Online Reservations

coming spring 2014

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.

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.

Media Relations Efforts:

Resulted in

356 significant media

placements in FY13 --

Generating $3.9 million

in ad equivalency for

editorial

Up 33% YTD

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

TOURISM BUILDS COMMUNITY

Stephanie Pace Brown

Executive Director, Asheville Convention & Visitors Bureau

828.258.6104 | [email protected]

January 2014