Southern and Eastern Kentucky Tourism Development Association September 2005.

Southern and Eastern Kentucky Tourism

Development Association

September 2005

HISTORY

Southern and Eastern Kentucky Tourism Development Association (SEKTDA) is a nonprofit organization created in 1987 to promote, expand, develop and market the existing and potential tourism industry throughout Southern and Eastern Kentucky. SEKTDA’s mission is to contribute to the economic and cultural growth of the region.

COMPANY’S COMING

During September of 2000, Congressman Hal Rogers, 5th Congressional District, formed a partnership with Kentucky’s then Secretary of Tourism. Together, they unveiled the “Company’s Coming” Tourism Development Initiative for a then 40-county region, now 46 counties, of Southern and Eastern Kentucky. Company’s Coming outlines seven distinct programs that are designed to utilize tourism promotion and development as the catalyst to bolster local economies.

COMPANY’S COMING

• Create a national marketing program focusing on the themes of

history, culture and outdoor recreation

• Develop and market niche products• Develop and utilize Corridor Teams to work on product

development and facility improvements• Increase regional tourism staffing• Seek national designations• Support projects of regional importance• Sponsor financial, technical and continuing education assistance

SEKTDA has worked since 2001 to implement the seven (7) major objectives of the Company’s Coming Initiative. The objectives are as follows:

PROGRAMS

MEDIA MARKETING CAMPAIGN • 22 press tours, 4 more press tours are scheduled for 2005• Articles: 701 • Circulation: 224+ million • Ad equivalency: Over $11 million • ROI: 593%

PROGRAMSDevelop and market niche product• History, culture and outdoor recreation are identified as the most

prominent themes for Southern and Eastern Kentucky.

Develop Corridor Teams • Established nine Corridor Teams in the 46-county region – these

teams consist of representatives from counties, cities, tourism organizations, historical societies and local businesses

• Community Development Fund to assist corridors with projects• Total projects: 254• Total dollars allocated for projects: $1.8 million• Total Volunteer Hours: 39,342

PROGRAMSProjects of Regional

Importance• High-Definition film –

“Daniel Boone and The Westward Movement” Cumberland Gap National Historic Park

• Influence of music on the region ‘The Rhythm of My Soul”

• Regional Promotional Videos• Leadership Program with

curriculum and video• Driving Trails

• Media Kits• Suggested itineraries• Beautification• Scholarship program• Regional Visitor’s Guide• Photo Library• Media Marketing and

Broadcast Campaign• Customer Service Training• Festival Development• Seeking National Heritage

Area Designation

PROGRAMSEDUCATIONAL RESOURCES • Tourism 101 Manual – 2,500 manuals/2,500 CD’s printed

• Tourism Regional Visitor Guide – 280,000 printed • Workshops/Seminars

- Number of Workshops: 49

- Total Volunteer Hours: 35,783

INDUSTRY SITE • Industry: www.tourseky.net

• Total visits to date: 439,921

• Photo Library: 17,500 images are available• Images requested: 407

PROGRAMS

HOSPITALITY/SHINING STAR • Trained: 3,848 frontline workers, 120 trainers

• Training equivalence: $1,448,040.88

• Total Volunteer hours: 8,416

MOTORCOACH

• Hosted Motorcoach Workshops

• Total Volunteer Hours: 3155

• Marketplaces Attended: 6, resulting in 165 meetings and 475

requests for info fulfilled

• Sales blitz in Washington DC

• Motorcoaches reported in region: 1,022

PROGRAMS

NATIONAL SCENIC BYWAYS

• Three Designations received June 2002:

Wilderness Road, 93.8 miles

Red River Gorge, 46 miles

Country Music Highway, 144 miles

• Total Volunteer hours: 12,050

• Festival development – Footsteps Along the Wilderness Road

September 16-October 16, 2005

• Redbud trail developed with over 70,000 redbud seedlings

distributed

• Scenic Byway brochure produced and distributed

• Wayside Interpretive Exhibits are being constructed

• National Scenic Byways Signs up on all three byways

PROGRAMS511 TOURISM INFORMATION CALL CENTER

In 2002, money was appropriated to add a premium service to Kentucky’s existing 511 system for traffic and travel. SEKTDA agreed to develop and manage the new 511 Tourism Information Call Center and website.

GOAL: Using 511 will become an automatic reflex for the traveling public, residents and businesses and funds will be adequate to ensure the continuation of the 511 program.

PROGRAMS511 TOURISM INFORMATION CALL CENTER

Getting Started:

Ensure quality and accuracy of information

• Data collection from 46 counties, categorized using SEKTDA’s niches of History, Culture and Outdoor Recreation

• Verification of information using tourist commissions, chambers of commerce and staff to review and identify errors and omissions

• Data entry into database, organized by corridor, county and category

• Contract with photographer to provide pictures of attractions for website pages

PROGRAMS

511 TOURISM INFORMATION CALL CENTER

Program Implementation:

Define system requirements and select supplier

• Contract with Senture to set-up and maintain the call center and website

• Dedicate SEKTDA and Senture staff to facilitate coordination and progress

• Integrate the 511 database with website

• Ongoing communication between SEKTDA and Senture to ensure understanding of category criteria, website requirements, training needs and call center operating procedures

PROGRAMS511 TOURISM INFORMATION CALL CENTER

Call Center Staff Training:Establish a comprehensive training program for operators• Train and test on corridor/county locations and attractions using a

variety of educational methods• Deliver a training segment on map-reading• Demonstrate use of equipment• Provide hands-on data retrieval training• Implement a fam-tour program for call operators to travel

throughout the region and visit attractions• Require SEKTDA Shining STAR Hospitality training• Provide a procedure manual at each operator work station, along

with other quick references• Make test calls prior to activating the call center

PROGRAMS511 TOURISM INFORMATION CALL CENTER

511 Program Launch:• Congressman Hal Rogers of Kentucky’s 5th District made the

first call to the 511 Tourism Information Call Center at SEKTDA’s Annual Caucus December 8, 2003

• Existing 511 signs throughout the region were changed to include “tourism”

• TV and radio commercials aired to create public awareness of the new service

• Rack card/511 brochure distribution service contracted• All calls were monitored by SEKTDA 511 Coordinator and call

monitoring report –submitted verbally to Senture weekly followed by written report

• Senture training program was enhanced to address issues identified in call monitoring

• Call Center hours were extended from 6am-11pm to 6am-Midnight due to call volume

PROGRAMS511 TOURISM INFORMATION CALL

CENTER

Current operations & program statistics

• SEKTDA review of all data entry

• Follow-up with properties for updated information

• Call monitoring by SEKTDA

• Enhancement of website

• Promotion of the 511 program

• Total calls to date: 29,730

• Total website visits to date: 275,133

• Most requested entity: State Parks

PROGRAMS511 TOURISM INFORMATION CALL CENTER

Public Awareness:• Advertisng

– Television– Radio– Kentucky Travel Time talk radio– Newspaper inserts– Kentucky Living magazine– Back Home in Kentucky magazine– AAA Home & Away– Going on Faith publication– TripSouth Travel Guide– Kentucky Travel Guide– Kentucky Getaway Guide– ATV/OVH trail maps– County maps

PROGRAMS511 TOURISM INFORMATION CALL CENTER

Other Public Awareness Items:

• Rack card/511 brochure distribution service

• Banners displayed in 30 locations

• 511 Highway roadside signs throughout the region

• 511 stickers on SEKTDA items

• Theatre program inserts

• Posters for display for businesses, tourist commissions, chambers of commerce

• Regional Guide fulfillment piece

• Billboards on major highways in the 46-county region

2005 Total Calls Received

1,002

553

1,498

1,895

2,360

3,267

3,405

0

500

1,000

1,500

2,000

2,500

3,000

3,500

January February March April May June July

% Increase in Calls from 2004 to 2005

10%

-46%

108%

96%

111%

209%

150%

88%

-50%

0%

50%

100%

150%

200%

250%

January February March April May June July YTD

2005 Total Website Visits

6,3886,062

11,734

13,347 13,442 13,558

15,599

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

January February March April May June July

Top 5 Marketing Sources YTD

511 Sign40%

Radio or TV27%

Curious10%

Repeat Caller8%

Referral6%

All Other9%

Top 5 YTD Information Requests

Regional Guides25%

State Parks12%

Directions7%Festivals/Events

7%Lodging

5%

All Other44%

Thank You