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GreetingsSummit

AttendeesFebruary 1, 2018

Kerrville CVB Update

2018

Visitor Numbers Continue to Increase

Where Visitors OriginateJanuary – December

Source: Customer Contact/Survey4

73.46 % are from Texas1. Houston Area 15.57%

2. Austin Area 12.98%

3. San Antonio Area 11.94%

4. Fort Worth Area 5.04%

5. Corpus/McAllen 4.94%

5. San Angelo 4.94%

6. Dallas Area 4.45%

7. El Paso/Midland/Abilene 3.29%

States Where Visitors OriginateJanuary – December 2017

1. Texas

2. California

3. Minnesota

4. Colorado

5. Arizona

6. Florida

7. Louisiana/Wisconsin

8. Illinois

9. New Mexico

Countries Where Visitors OriginateJanuary – December 2017

Source: Customer Contact/Survey6

Canada 39.87%

Germany 12.03%

United Kingdom 5.7%

France 5.7%

Australia 5.06%

Italy 4.43%

Mexico 3.16%

Belgium 3.16%

Switzerland 1.9%

Visitor Center GuestsJanuary – December 2017

Source: Customer Contact/Survey7

39.89%Day Trip

38.71%Overnight

21.41%Local

Resident

Where Do Overnight Visitors StayJanuary – December 2017

Source: Customer Contact/Survey 8

62.56%

25%

12.13%

0.30%No Answer

Hotel

Campground/RV Park

Friends/Family

Hotel Occupancy Tax Collections

$0.00

$200,000.00

$400,000.00

$600,000.00

$800,000.00

$1,000,000.00

$1,200,000.00

$1,400,000.00

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

City of KerrvilleHotel/Motel Tax Collection

The Following Graphs Were Developed By Dean Runyan

Associates ForThe Texas Governor’s

Tourism Research Department

Direct Travel Spending 63 Million Dollars 92.3 million in Kerr County

$50.00

$52.00

$54.00

$56.00

$58.00

$60.00

$62.00

$64.00

'11 '12 '13 '14 **15 '16

Mil

li

** Spending down due to lower gasoline prices

Total Direct Employment1020 Jobs

1500 Jobs County Wide

850

900

950

1000

1050

1100

1150

'11 '12 '13 '14 '15 '16

Jo

bs

Local Tax Revenue2.1 Million Dollars

An Additional 1.7 Million in Kerr County

0

0.5

1

1.5

2

2.5

'11 '12 '13 '14 '15 '16

Mil

lio

n$

Return on Investment

14

• ROI Calculations based on the Formula Provided by the Texas Governor’s Office of Tourism

• $2.1 million tax dollars generated by visitors to Kerrville divided by CVB Budget of $875,000. = $2.40 return for every dollar invested.

• $63 million total visitor spending divided by $875,000. = $72.00 for every dollar invested in tourism budget.

Kerrville Market Challenges

15

• Over 20% of our Market Affected by Hurricanes in September

– We are Evaluating Other Opportunities

• Lack of a Meeting Space

- Largest meeting space is appx 22,000 sq.ft.

- Fredericksburg is discussing a 17,500 sq.ft.

conference center project w/150 room full service hotel & Culinary Center

- Boerne recently announced plans for new 130 room hotel and 17,000 sq. ft. conference center

• Aging Hotel Inventory

- Newest properties are 13-14 years old

• Most B&Bs Using Airbnb Are Not Paying Hotel Occupancy Tax

Kerrville’s Top Convention Producers – July 2016-July 2017

16

Group Room nights Dollars Generated

Texas Chief Deputies 634 $212,009.60

Bikers Against Child Abuse 474 $158,505.70

Texas Lions Council & PDG 434 $145,129.30

Texas A&M Forest Service 375 $125,400.00

Texas Sheep & Goat Raisers 439 $107,342.40

Current Opportunities

17

• Craft Agricultural Industry Promotion• Downtown Tasting Rooms – Wineries- Vineyards – Brew Pubs –

Distilleries - Coffee Operations – Olives

• Sports Commission Development • Members Include Area Sports Entities/Representatives

• Attract and Promote Sports Events and Activities

• Provide Support to Sports Event Groups When in Kerrville

• Working to Develop New Special Events/Activities• Cowboy Gathering

• Fishing Tournament

• Continue to Evaluate Best Example Destination Cities• Fort Worth

• Grapevine

• Bastrop

Future Opportunities for Comprehensive Plan Consideration

18

• Downtown Revitalization– Arcadia Theater Renovation

– Additional Sidewalk Cafes

- Community Activity/Gathering Area – i.e. Sundance Square in Fort Worth

– Parking Garage Improvements

– Decorative/Directional Lighting

– Kerr County Courthouse• Outdoor Amphitheater behind War Memorial

• Outdoor Restroom Facilities Available 24/7

• Museum Opportunities– Create Museum/Cultural District

- Museum of Western Art updates

– Historical Museum Built on MOWA Campus

• Conference Center Promotion – Long Term– 40 – 65,000 Square Foot Conference Center which could accommodate city-wide conferences

– 200-250 room adjoining Full Service Hotel

-- Downtown area

Future Opportunities for Comprehensive Plan Consideration

19

• Better Utilization of the Guadalupe River – Electronic or Solar Water Taxi System

– Entertainment Barge/Portable Stage in the River

• Transportation System between the Hotels, Attractions, Downtown Area and Craft Agricultural Facilities – Rubber Tire Trolley

• 24/7 Outdoor Digital Interactive Kiosks for Visitor Center, Downtown Locations, Kerrville Sports Complex and the Airport

• River Trail Extended to the Kerrville Sports Complex and West to the Spur 98 Bridge

• Updated Feasibility Study for Conference Center Viability, Size, and Location

• Beverage Election for Precinct 2 – will impact Craft Ag Project

Fact Is . . . • Cost of Goods and Services to the

City and County will continue to

increase!• Do you as citizens and business managers of

Kerrville want to pay for those increased costs . .

• Or would you rather see additional visitors pay

for the increased costs, then go home?

• Hint - Grapevine tax base - Residents pay only 16%

Visitors pay 84%

Wrap UpTourism is an Important Industry to Kerrville – $102 million dollar economic impact in 2016.

Tourism industry contributed $9.5 million dollars in taxes and other revenue to local taxing entities.

Visitors to the Area Reduce Tax Burden up to 35-40% for Residents of Kerrville/Kerr County

17.3% of all jobs in Kerrville/Kerr County are direct or indirect jobs in the Hospitality Industry

CVB Efforts including our Ad Campaign and Social Media Approach are Having a Positive Impact on Visitor Numbers

Kerrville HOT Tax Collections have increased each year since 2012

Q & A

Thank

YOU!

WelcomeMayor White, City

Council, City Administration and

MediaJuly 14, 2017

CVB Participates in Promotional Projects for the City of Kerrville

• Robert Earl Keen’s Fourth on the River

• Annual Lighted Parade and Courthouse Lighting Ceremony

• Cailloux Theater Productions

• Movies in the Park

• Special Events held in the Parks– Cajun Festival in the Park

– National Get Outdoors Day

– Annual Kerrville Kids Off-Road Triathlon

– Annual Kerrville Triathlon Festival

• Kerrville Sports Complex

• Kerrville Schreiner Park

• Scott Schreiner Golf Course– Heart if the Hills Golf Tournament

• River Trail

• Louise Hays Park

• Lehmann-Monroe Dog Park

• HEB Municipal Tennis Courts

• Singing Winds Swimming Pool

• Singing Winds Skate Park– Kerrville Skate Competition

CVB Administers City Arts Promotional Contract

• Accounting and Billing Procedures

• CVB Creates the Ads

• Books Ads for the Nine Arts Member

Organizations

• Ad Production Cost out of CVB Budget

• Arts Advertisers Receive CVB

Publication Volume Discount

Ad Placement Covers 10Target Markets

• Consumer/Leisure Market

• Children’s Camp Market

• RV Market

• Motorcycle Market

• Agricultural Organizations

• Corporate and Association Meeting Planners

• Niche Group Markets

• Tour Operators/Group Leaders

• Sports Market

• Festival and Special Events

Ad Campaign - Print Media

• Texas Monthly

• Texas Highways

• Good Sam RV Travel Guide

• Ride Texas

• Convention South

• Texas State Travel Guide

• TACO Guide

• Sports Events

• America’s Best Vacation

• See Texas First

• TSAE Directory

• Houstonian

Conference Center Concept

Conference Center Concept

Advertising Campaign Mix Goals for 2017-2018

Print Media 42.2%

Television 39.0%

Digital Media 18.8%

Advertising Campaign

Leisure - Family

Convention Market

Promotion of the Arts

Special Event Promotion

Sports Marketing

Social Media Marketing

• Facebook

• Twitter

• LinkedIn

• Pinterest

• Instagram

• Blog

• Numerous Websites

Television Marketing

• Hill Country District Stock Show

• Kerr County Fair

• Memorial Day Events (6)

• Chalk Festival

• Christmas Festivities

• Leisure Market Promotion

• Quality of Life Promotion

Direct Sales Activities

• 343 Sales Calls (in their offices) and 238 Industry Marketplace Meetings – Total -581 Sales Contacts during 2017

• Targeted Cities– Austin

– San Antonio

– Houston

– Dallas/Fort Worth

Service Activities

Assisted 147 Conventions/Meetings/

Groups during 2017– Registration Assistance

– Credential Preparation

– Conference Speakers

– Welcome Addresses

– Name Badges, Lanyards, Dignitary Ribbons

Visitor Numbers Continue to Increase