The Economic Impact of Tourism in Orange County

2013–2014Strategic Plan

2Chapel hill / Orange COunty VisitOrs Bureau

Position Chapel Hill and all of Orange County as a desirable place to visit and host a meeting or conference with careful consideration to the needs and assets of the Orange County communities.

Engage in a variety of activities that will result in increased hotel bookings, rental of area meeting facilities, visitations, increased occupancy tax receipts and visitor expenditures.

Mission Statement

connections

• continue to: 1) prioritize mid-week bookings by reaching “business tourists”; 2) place secondary emphasis on leisure/transient business.

• continue to support groups/meetings segment at comparable levels.

• expand commitment to LGBT market.

• explore additional initiatives, including Hillsborough VA heavy-up, food promotion, TV.

highlights

current year summary

“EXHALE,” FRANKLIN STREET, CHAPEL HILL, NC

VISITCHAPELHILL.ORG888.968.2060

bewaRe: ImaGInatIons RUNNInG wILdThere’s always something new to get into at the edge of the Triangle. A new art exhibit. A new cupcake shop. A new show to see. Whatever you’re into, you can be sure that visiting the Chapel Hill area will always give you a new perspective.


Master the art of giving this holiday season with FRANK. The gallery's collection of artists will offer an array of wares for your shopping pleasure, November 5 thru January 5.

FRANK GALLERY, CHAPEL HILL, NC

new Ideas aRound eVeRy coRneR.

the aRt oF dIscoVeRy


Chapel Hill’s celebrated Franklin Streetfeatures over 200 shops, boutiques, galleries, jewelers and restaurants, all on a historic street named for Benjamin Franklin. Carr Mill Mall, a restored textile mill in Carrboro, offers everything from specialty gifts to outdoor adventure items and great dining. And for antiques, chocolate, gifts and more, visit Hillsborough’s Churton Street. Enjoy unique shops and meet some very interesting people along the way.

SOUTHERN SEASON, UNIVERSITY MALL, CHAPEL HILL, NC

soMe places aRe eVen beTTeR By FOOt.


TAR HEEL 10 MILER, CHAPEL HILL, NC

There’s never a shortage ofsporting events and activities at the edge of the Triangle. From family-friendly races to pickup games, country parks to city leagues, the Chapel Hill area welcomes athletes of all skill levels as well as their biggest fans.

thIs Is not yoURoRdInaRy playGRoUnd.Whatever you’re into, you can be sure that visiting the Chapel Hill area will alwaysgive you a new perspective.


BOTANICAL GARDEN,CHAPEL HILL, NC


The unique vibe. The gourmet food. The freakishly nice people. Lots of smart folks have chosen the edge of the Triangle for their big event, too. Now it’s your turn to take all the credit for deciding on the Chapel Hill area. Kudos!

GReat mIndsthInk aLIke.

THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC


unconventIonaL conVentIons. The Chapel Hill area has plenty of unique meeting spaces. Maybe you’ll meet in an amphitheater. Or a woodsy retreat. Or a boutique hotel. Either way, when you meet at the edge of the Triangle, you’re already thinking outside the box.

BOTANICAL GARDENS, CHAPEL HILL, NC

connections

groups

consumer

target mix

80% percent of total spend allocated to consumer audience.

other

onlineprintmedia mix

95% percent of spend allocated to print & digital channels.

FY 2013-14 mix

connections planning

sources of influence: planning

Source: Google, The 2013 Traveler, November 2013.

internet

family, friends, or collegues

informational brochures

magazines & newspapers

tv

travel agents

books

800 or toll-free number

travel groups

radio 4%8%9%9%

17%18%

25%28%

49%80%


58%of leisure travelers always

“start my travel booking and planning process with search.”

Source: Google, The 2013 Traveler, November 2013.


90%“The vast majority of people (90%) placed importance of other people’s reviews when booking the accommodation

for their last trip.”

Source: Google, TripBarometer by TripAdvisor, Winter 2012/13.

connections hillsborough VA heavy-up

• leverage traffic coming to the area from north-of-the-border.

• under consideration: digital, print, OOH.

• $25k dedicated budget.

connections food promotion

• solidify Chapel Hill’s culinary culture amongst potential visitors.

• integrated, cross-platform partnership with leading publisher.

FestiVals, spOrting eVents and tOurism


•Morethan24Orange

Countyfestivalsoccur

annually.

•Morethanhalfuse

governmentfacilities.

•Theygreatlycontribute

tonewguestsvisiting

OrangeCounty.

•Festivalsgrowrevenues,

thetaxbaseandfuel

localbusinesses.

Why Events and Festivals?

eVentS On the edGe tRIaNGLehi�sboRoUGh CandLeliGht home touR dec. 2, n�n–6 pmA holiday-inspired tour of historic privately owned homes, historic churches and businesses. Also enjoy a horse-drawn carriage ride through downtown for a nominal fee, and see the Holiday Tree Lighting Ceremony and Holiday Parade.

hi�sboRough’s FResh R�ts FestiVal octobeR 20The Downtown Hillsborough’s Fresh Roots Festival is a day-long celebration of food, music, activities and fun with the Handmade Parade starting at 2 pm. The festival will be followed on Sunday with the Fresh Roots Feast featuring a Farm-to-Fork dinner at The Depot at Hillsborough Station.

exPLoRe2nd FRiday aRtwalksOn the second Friday of the month area galleries and merchants welcome patrons from 6 pm until 9 pm. Participating stores include the Ackland Art Museum and store, The ArtsCenter, FRANK Gallery, NC Crafts galleryWomancraft and more.

EXPLOREFestifa� October 7This year will celebrate the 40th Annual Festifall event on West Franklin Street, North Carolina’s longest running event. Festifall includes music and live performances, children’s activities, food, and visual and performing arts.

exPLoReFestiFa� octobeR 7This year will celebrate the 40th Annual Festifall event on West Franklin Street, North Carolina’s longest running event. Festifall includes music and live performances, children’s activities, food, and visual and performing arts.

nc coMedy FeStIVaL a� FeBRUaRyThe NC Comedy Festival is a month-long event during February hosted by DSI Comedy Theater in Carrboro. The Comedy Festival is reported to be the largest comedy festival in the Southern United States.


tUne INTO the ca�boRo Film FestiValnoVembeR 18From 1–7 pm at the Carrboro Century Center. Started in 2006, the Carrboro Film Festival promotes area short films of 20 minutes or less.

ch_ourstate_fullpg co-op ad_2012_hires.pdf 1 8/21/12 11:15 AM



The Impact of Festivals on Tourism

•Eventshavethepotentialto

generateavastamountoftourism

whentheycatertooutof-region

visitors.

•Eventsareseenasimportanttool

forattractingvisitorsandbuilding

imagewithindifferentcommunities.

•Tourismrelatedservices,which

includetravel,accommodation,

restaurants,shoppingarethemajor

beneficiariesoftheevent.



Tourism works for Orange County

•DomesticvisitorstoandwithinOrange

Countyspent$161.6millionin2012, an

increaseof3.05%from 2011.

•Thetravelandtourismemploys1,650inOrangeCounty.

•Totalpayrollgeneratedbythetourismwas

$29.37million.

•StatetaxrevenuegeneratedinOrangeCountytotaled$8.54 millionthrough

statetaxes.

•$3.31 millioninlocal taxesfrom travel-

generatedandtravel-supportedbusinesses.

The Economic Impact of Tourism in Orange County

Travel

chapel hill area

orange county festivals

nc new ideas

chapel hills culinary

new perspective

nc theres

new guests

orange county communities