Buncombe County Tourism Development Authority Annual Meeting

Sponsored by:

Stephanie Pace Brown Executive Director, Asheville CVB

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.

Bob Patel Chairman, BCTDA

Jeff Covington Chairman, Tourism Product Development Fund Committee

Tourism Product Development Fund

• Established in 2001 • Funded with 1% tax on paid accommodations • 24 grants totaling $15 million awarded to 16 community

projects – 10 projects completed – 3 under construction – 3 in fundraising phase

John B. Lewis Soccer Complex at Azalea Park 2002, 2004, 2009

Grove Arcade 2002

The Bonsai Garden at the North Carolina Arboretum 2003

Asheville Visitor Center 2003

Western North Carolina Veterans’ Memorial at Pack Square Park 2007

Buncombe County Civil War Trails 2007

Pack Square Park & Pavilion 2004, 2007, 2009

Asheville Area Wayfinding 2007, 2010

Buncombe County Civil War Trails

The Orange Peel 2009

U.S. Cellular Center 2010, 2012, 2013

Projects Under Construction

• Navitat Canopy Adventures • Pack Square Park Canopy, Asheville Downtown

Association Foundation • Lighting for Sports Fields, UNC Asheville Foundation

Projects in Fundraising Phase

• Asheville Art Museum • Montford Park Players • Smoky Mountain Adventure Center

What’s Next for TPDF?

• Revising application process to increase clarity • Accepting applications late Spring 2014, date TBA • Destination Development Forum, November

Buncombe County Tourism Trends

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

(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

(thousands)

Source: Tourism Economics

Occupancy Continues to Rebound 750 New Rooms Added Since 2007

Source: Smith Travel Research, participating hotels

66.8 65.8

59.4 58.6 61

62.9 64.6

40

45

50

55

60

65

70

FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13

(%)

Total Rooms Sold Surpasses Pre-Recession

Source: Smith Travel Research, participating hotels

1,490,849

1,442,852

1,346,055

1,420,815

1,606,288

1,646,813

1,712,821

1,200,000

1,300,000

1,400,000

1,500,000

1,600,000

1,700,000

1,800,000

FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13

Average Daily Rate Continues to Improve

Source: Smith Travel Research

$99.47

$114.56

$109.58

$105.30

$108.42

$113.93

$117.31

$90.00

$95.00

$100.00

$105.00

$110.00

$115.00

$120.00

FY 07 FY 08 FY 09 FY 10 FY 11 FY 12 FY 13

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)

Buncombe County TDA/Asheville CVB Annual Report

Strategic Priorities 1. Strengthen the Sales Program 2. Expand Marketing Reach 3. Enhance Stakeholder Engagement

Group Sales and Services 2012-2013 Highlights and Results

Sales Initiatives

Ø 21 Trade Shows Ø 15 Sales Trips Ø 4 Concept Events in

Target Markets Ø 40 Site Visits at Partner

Hotels Ø 6 FAM Tours with 113

Attendees Ø 3 AAA Webinars Ø 6,073 Person-to-Person

Contacts

The Sales Team Distributed 482 Leads to Industry Partners, Up 10%

315

374

439 482

0

100

200

300

400

500

600

FY 10 FY 11 FY 12 FY 13

Leads Represented 145,838 Room Nights Up 71%

103,064 92,166

85,344

145,838

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

FY 10 FY 11 FY 12 FY 13

250 Sales Leads Went Definite Up 13%

190

223 221

250

0

50

100

150

200

250

300

FY 10 FY 11 FY 12 FY 13

Definite Room Nights Totaled 55,128 $8.4 million of revenue

42,808 42,670 43,574

55,128

-

10,000

20,000

30,000

40,000

50,000

60,000

FY 10 FY 11 FY 12 FY 13

472 Groups Received Group Services Up 9%

281

370

434

472

0

100

200

300

400

500

FY 10 FY 11 FY 12 FY 13

Marketing and Public Relations 2012-2013 Highlights and Results

Advertising • Television

– Atlanta, Charlotte, Raleigh, Greensboro,

• Print – Brand, Foodtopia,

Weddings – Primarily Southeast

• Digital • Search

Social Media: Integrated social media campaign includes blogs, Twitter, and Pinterest. Facebook followers doubled to top 85,000

Content: 5 new videos contributed to more than 267,000 views

Media Relations Efforts: Resulted in 356 significant media placements -- Generating $3.9 million in ad equivalency for editorial

ExploreAsheville.com: Attracts 3 million visits annually Almost 1 million mobile Gateway of information about Asheville lodging and other visitor services

Community Engagement: • Investors Meeting – New! • Industry Input Forum • Summer Social – New! • Monthly ACVB Partner

Forum – New! • Holiday Open House • Partner Connect Newsletter

– New! • BCTDA Roundtable – New!

AshevilleCVB.com Download research reports, trend data, and industry event dates

Marketing & Public Relations 2013-14 Initiatives Marla Tambellini, VP of Marketing/Deputy Director

§ Dodie Stephens, Senior Communication Manager

§ Derek Misler, Web Manager

§ Del Holston, Content Manager

§ Cat Kessler, PR Coordinator

§ Katie Terry, Marketing/PR Assistant

Marketing & PR

Advertising

• $3.3 million dedicated to net advertising in 2013-2014 - 51% of the budget - TV, print, digital banners, paid

search, pre-roll ads on digital video

• Agency Review - Distributed a request for

information (RFI) to 84 agencies (including 38 local firms)

- 28 responses received - 10 firms selected to receive

request for proposal (RFP) - 5 finalist agencies selected to

present

• Winston-Salem • Headquartered in Boston • 64 years in business • $285 million in capitalized billings • 156 employees • Major clients for the NC office include Food Lion, CSX,

Pep Boys, Lenovo, La Quinta Inns and Suites • Ranked #8 on Ad Age’s 2013 Agency A-List

New Agency of Record

Introducing Mullen

• Taylor Bryant – Managing Director

• Shaun Stripling – CMO, Director of Strategic Planning

Building the Asheville Brand

• Develop messaging, media mix and marketing opportunities that will: - Expand market reach - Generate demand in diversity of lodging - Increase length of stay - Entice experiential travelers - Ignite word of mouth and enhance sharing of

experiences - Integrate with PR and social efforts

Media Outreach

• Generate nearly $4 million in value for editorial (unpaid media) coverage

• Develop at least 250 customized direct media pitches

• Host 40-50 journalists • Foster more than 350 media

touchpoints • Plan and execute media missions

- Charleston/Columbia/Charlotte - New York City - Washington DC - Eastern Tennessee Winter Blitz

• Attend Society of American Travel Writers Marketplace

Exceed 3.4 million in Web visits

Engage with our fans via the blog,

Facebook and Twitter.

Provide updates and reasons to visit to

100,000 enewsletter subscribers.

Closing the Loop An Online Booking Solution

• Improve the user experience on ExploreAsheville.com

• Keep the customer on ExploreAsheville.com

• Provide enhanced analytical insights for online advertising

• Increase accountability of CVB by adding metrics for leisure sales and clicks to lodging search

• Generate awareness

• Tell a deeper, richer story

• Reach a broader audience

• Encourage engagement

• Inspire conversations & sharing

Sparking Interest with Content

Amplifying the Message

• Create searchable stand-alone content

• Multi-purpose into different channels

• Develop assets of interest to media

The Magic of Storytelling

• New media-rich way of storytelling

• Reaches wider audience

• Adds compelling technical elements

• Creates an emotional connection

• Provides a sense of place

Leveraging Foodtopia®

• New creative • Developing strategies, plan

and potential partnerships based on culinary partner input sessions

• Adding culinary content, including chef profiles, videos, e-book and a Foodtopia Storyline page.

• Overhaul of FoodtopianSociety.com.

Next Steps

Extending Brand Opportunities

• New assets for use by partners

• Guidelines to create clarity around usage

Group Sales and Services 2013-14 Plan Dianna Pierce, VP of Sales

§ Brenda Taylor, Senior Sales Manager

§ Tina Porter, Senior Sales Manager

§ Shawn Boone, Sales Manager

§ Janelle Troglione, Sales Manager

§ Carli Adams, Communications & Group Services Manager

§ Lauren Harris, Sales & Service Coordinator

§ Beth McKinney, Administrative Assistant

Group Sales & Services Team

Concept Events

FY 13-14 Group Sales & Services

§ Bring the destination to the client Experiential events hosted in Atlanta, Nashville and DC - Industry partner participation - Maximize efficiencies – multiple events when possible and host in conjunction with other in-market events

§ FIRST EXECUTION: An Asheville Experience - Eleven planners attended - Highlighted Asheville using food and beverage - Showcased Troy & Sons and French Broad Chocolates

ASAE Trade Show images here

Explore Asheville: The 48-Hour Meeting Planner Experiences

FY 13-14 Group Sales & Services Bring clients to Asheville to experience the brand § 48-Hour Meeting Planner Experiences

- Tested concept as part of the 2/2013 meeting planner study done by Magellan Strategy Group - Three scheduled dates: Nov. 12-15, April 9-12 and June 17-20 - Eight attendees per event - Qualified planners with verifiable business to book in the southeast - Transportation reimbursement - Itinerary includes customized signature experiences - Communicate Experiences at every available opportunity

Explore Asheville: The 48-Hour Meeting

Planner Experience Evite

2,715 received

the Evite

Full Screen Shot – 48-Hour Postcard front

Full Screen Shot – 48-Hour Postcard back

Ms. Sally Gottabuy, CM 2013 Qualified Planner #205 Executive Lane Pleasantville, Ohio 303

Meetings & Conventions Collateral

FY 13-14 Group Sales & Services New meetings collateral

§ Meeting specific collateral - Online meeting planner guide, trade show banners, enewsletter templates; concept evites and more

§ 12-Month communication plan - Pre- and post-show communication - Quarterly enewsletters - Quarterly RFP prize promotions - Event specific evites and mailings - Communicate to partners opportunities available

Evite and Postcard showing tagline

Sales Outreach

FY 13-14 Group Sales & Services § Person to Person Outreach

- 20 Trade shows, marketplaces and missions addressing all markets - Targeted sales trips/presentations - Scheduled FAMS (motorcoach & AAA) - Continuous prospecting

§ New market focus - Meetings: Tennessee and Chicago - Tourism: Non-traditional markets - Sports: Increased outreach

§ Meeting and convention site visits Ten visits thru 8/30/13 as compared to five through 8/30/12

§ Motorcoach and AAA site visit/FAMs

FY 13-14 Group Sales & Services

Partnering with Charleston in 2014

Conference Direct

AAA Allied FAM – 26 AAA travel counselors September 17-19, 2013

The Economic Impact of Tourism on Buncombe County

§ Jonna Reiff, Executive Coordinator

Executive Office

§ Tom Roberson, Director of Visitor Services

§ Lucy Murphy, Visitor Services Assistant Manager

§ Charlie Reed, Information Specialist

Visitor Services

New Study Provides Detailed View of Tourism’s Value to the Asheville