Fy13 Forest Annual Report

TEXAS FOREST TRAIL ANNUAL REPORT 2012-2013

Seeing the Forest through the Trees

The Annual Report serves as the principal mechanism for reporting the Texas Forest Trail’s activity to private and public funding sources. This Annual Report showcases key activities and initiatives undertaken Fiscal Year 2013 (September 1, 2012 – August 31, 2013).

The Annual Report serves as the principal mechanism for reporting the Texas Forest Trail’s activity to private and public funding sources. This Annual Report showcases key activities and initiatives undertaken Fiscal Year 2013 (September 1, 2012 – August 31, 2013).

REGIONAL DIRECTORMary Turner (Sept-June)Marty Prince (June-Present)



Cover: Mast Arboretum- By Paul Bellinger - - Nacogdoches County This Page: Caddo Culture Day - By Bruce Partain - Caddo Mounds State Historic Site - - Alto, Texas.

Contents 5 Our Heritage - The Texas Heritage Trails 7 Our Beliefs & Impact 9 Our Region - The Texas Forest Trail11 Our Roots - Our People13 Our Messages - President & Director15 Our Mission & Vision16 Our Purpose, Promise & Services17 Our Projects27 Our Year29 Our Finances31 Our Future

Cover: Mast Arboretum- By Paul Bellinger - - Nacogdoches County This Page: Caddo Culture Day - By Bruce Partain - Caddo Mounds State Historic Site - - Alto, Texas.

Texas Forest Trail 2013 Annual Report 3

4 Battle for Long King Creek - Pedigo Park - Civil War Reenactment -- Livingston, Texas.

Our HeritageThe Texas Forest Trail, is one of ten designated heritage tourism regions in Texas. The program originated from 10 scenic driving trails created in 1968 by Governor John Connally and the Texas Highway Department as a marketing tool for Texas tourism.

In 1997, the Heritage Trails became a statewide tourism and economic development initiative under the development of the Texas Historical Commission (THC).

Each of the original 10 driving trails became a “trail region.” The individual Trail Regions encompass the historic highways, hike and bike trails, parks, historic sites, communities and cultural attractions throughout its region.

The 10 Heritage Trail Regions work in concert with the THC to increase visitation to cultural and historic sites through education, historic preservation and state and regional marketing.

Each Trail functions as an independent 501 c3, led by a regional board and an executive director. The Heritage Trails currently receive transportation enhancement funds provided by the Federal Highway Administration granted by the Texas Department of Transportation and administered by the THC. Funding is set to expire in August 2015.


Sunset Talk - By Ramsay Campbell - Awarded: Blue Ribbon 2013 -- Jasper County6

Our BeliefsHeritage Tourism is travel directed toward experiencing the heritage of a city, region, state or country. Heritage tourism enables the tourist to learn about, and be surrounded by, local customs, traditions, history and culture.

We envision Texas as a place where….

• Visitors and residents delight in experiencing, firsthand, the real places telling the real stories of our state’s heritage and cultures.

• The total visitor experience of Texas’ diverse places stimulates local economies.

• The diverse places of the Lone Star State are preserved and promoted for present and future generations.

• Heritage tourism is a community-based enterprise that contributes to the community’s livability and sense of place.

Our Impact Texas ranks second in the U.S. in the number of cultural and heritage travelers visiting the state. These tourists are learning more about Texas’ heritage while making a valuable contribution to the state’s economy.

Heritage Tourism in Texas$6.3 billion –Heritage Traveler Spending (2011)53,200 - Heritage tourism jobs created (2011)

Texas Heritage Trails$1.43 million- Cash contributions $2.3 million In-kind contributions $652,319 –Community Grants distributed27,500 - Volunteer Hours

- See more at: http://www.thc.state.tx.us/about/fast-facts

Heritage Tourism is travel directed toward experiencing the heritage of a city, region, state or country. Heritage tourism enables the tourist to learn about, and be surrounded by, local customs, traditions, history and culture.

We envision Texas as a place where….

• Visitors and residents delight in experiencing, firsthand, the real places telling the real stories of our state’s heritage and cultures.

• The total visitor experience of Texas’ diverse places stimulates local economies.

• The diverse places of the Lone Star State are preserved and promoted for present and future generations.

• Heritage tourism is a community-based enterprise that contributes to the community’s livability and sense of place.

Our Impact Texas ranks second in the U.S. in the number of cultural and heritage travelers visiting the state. These tourists are learning more about Texas’ heritage while making a valuable contribution to the state’s economy.

Heritage Tourism in Texas$6.3 billion –Heritage Traveler Spending (2011)53,200 - Heritage tourism jobs created (2011)

Texas Heritage Trails$1.43 million- Cash contributions $2.3 million In-kind contributions $652,319 –Community Grants distributed27,500 - Volunteer Hours

- See more at: http://www.thc.state.tx.us/about/fast-facts


Our Mission:To promote and support East Texas as an integral part of the Texas experience for visitors and travelers.

Our Vision:All Texans can connect with their roots and visitors can experience the Texas story.





8 God made a farmer, By Megan Kelley - Awarded: Red Ribbon 2013 - - Nacogdoches County

Our PurposeThe Texas Forest Trail is an economic development initiative. Our purpose is to support regional economic development through heritage tourism, education and historic preservation.

Our PromiseWe Pine for East Texas! We produce regional marketing materials, provide educational programs and industry networking opportunities, and connect partners and communities with resources within and outside our region.

Our ServicesEDUCATION & NETWORKING

Provide opportunities for regional partners and communities to learn about and share industry knowledge and resources.

PARTNERSHIPS & SUSTAINABILITYDevelop statewide partnerships, a regional partner program and self-sustaining practices that support financial sustainability, partner services and program operations.

RESEARCH & MARKETINGCollect statistical information and conceive, create and develop marketing strategies to promote the Texas Forest Trail Region as a heritage tourism destination.


In January 2001, the Texas Forest Trail Region (TFTR) was designated as an official Texas Heritage Trail Region.

The Forest Trail serves 35 counties in east Texas. Our headquarters are located in Nacogdoches in the historic Gladys Hampton Building, City Hall.





Our Trail

10 Athens in the Fall - By Sherri Skeeters - - Henderson County

Our Region35 counties of East Texas

AngelinaAnderson

BowieCampCass

CherokeeGregg

FranklinHardin

HarrisonHenderson

HoustonJasper

JeffersonMarion

MontgomeryMorris

NacogdochesNewtonOrangePanola

PolkRed River

RuskSabine

San AugustineSan Jacinto

ShelbySmithTitus

TrinityTyler

UpshurWalkerWood


Mount Pleasant Titus County Chamber of Commerce

TREE TOPPER$1,000

City of Shenandoah Convention & Visitors BureauGladewater Economic Development Corporation

PAUL BUNYAN$1,500

Linden Economic Development Corporation City of Palestine Economic Development Corp.

City of Athens TourismAtlanta City Development Corporation

Daingerfield Chamber of CommerceCamp County Chamber of Commerce

City of Henderson TourismCity of Huntsville Tourism & Cultural ServicesLongview Convention & Visitors BureauPort Arthur Convention & Visitors Bureau

Texas State Railroad

CHASER$250

Beaumont Convention & Visitors BureauCaddo Mounds State Historic Site

City of Hughes SpringsJacksonville Chamber of Commerce

Jasper Economic Development Corporation

Lufkin Convention & Visitors BureauMount Vernon Main Street AllianceOxbow Bakery & AntiquesSan Augustine County Chamber of CommerceSpindletop-Gladys City Boomtown Museum

SFASU Department of Hospitality Administration

WHISTLE PUNK$100

City of Nacogdoches Main Street & Historic SitesNacogdoches Convention & Visitors Bureau

City of Jefferson TourismCity of Longview

City of Mineola Community DevelopmentCrockett Area Chamber of Commerce

Lindale Chamber of CommerceLivingston-Polk County Chamber of Commerce

Millard’s Crossing Historic Village, Inc.Newton County Chamber of CommerceNortheast Texas Rural Heritage Museum

Red River County Chamber of Commerce

Deborah QueenSan Augustine CountySan Augustine Main StreetSmith County Historical SocietyCarolyn TeagueTexarkana Chamber of CommerceTexarkana Museum SystemTexas Forestry MuseumTexas Prison MuseumThe History Center at Diboll

Tyler Convention & Visitors Bureau

TRAVELER$25

George FiteDr. Rebecca Narramore

Dr. Anita WalkerDr. Perky Beisel

Shelby County Chamber of Commerce

FALLER BUCKER$500


TREE TOPPER$1,000


PAUL BUNYAN$1,500






CHASER$250






WHISTLE PUNK$100









TRAVELER$25




FALLER BUCKER$500


TREE TOPPER$1,000


PAUL BUNYAN$1,500






CHASER$250






WHISTLE PUNK$100









TRAVELER$25




FALLER BUCKER$500


TREE TOPPER$1,000


PAUL BUNYAN$1,500






CHASER$250






WHISTLE PUNK$100









TRAVELER$25




FALLER BUCKER$500

12 Montalba Sunset- By Dana Goolsby - www.myetx.com - - Anderson County

FY 2013 BoardPRESIDENTGeorge Fite, Hughes Springs

PRESIDENT-ELECTKimm Thomas, Huntsville

SECRETARYMark Osborne, Beaumont

TREASURERBreezy Lake-Wolfe, Palestine

DIRECTORS Faustine Curry, Mount PleasantRobert Johnson, GladewaterBarbara Parmley, Tyler Deborah Queen, Silsbee Chay Runnels, NacogdochesCarolyn Teague, Mount Vernon











Our Roots

Many thanks to our Regional Partners for their continued support.

our people


Message fromOur President

2013 has been a challenging and successful year for the Forest Trail Region.

We began in September, with an ambitious plan to increase membership and regional promotions while reducing the cost and complexity of our operations.

Mary Turner, the Trail's director, set her sights on updating our member benefits, evaluating expenditures and streamlining project costs. The board focused on connecting with partner members – making phone calls and personal visits to regional organizations. Our combined efforts were met with positive results.

At mid-year, spending was down, memberships were coming in and our new education toolkits and online webinars had great attendance. Things were looking good in the Forest. April and May brought unexpected changes in office staffing and the announcement that our executive director, Mary intended to leave the position in June.

Determined not to lose the Forest for the trees, we began our director search and redirected our marketing resources from new projects to proven online promotions that were likely to produce the strongest returns for east Texas tourism. We adapted, we changed and we moved forward - committed to preserving and enhancing tourism and commerce in East Texas.

In June, we said "Happy Trails" to Mary Turner and hello to our new director Marty Prince. Mary was great supporter of our mission and we wish her well in the future. We’ve enjoyed working with our new director Marty Prince. She has transitioned to the position quickly and has jumped in full steam ahead.

By the end of the year, we were able to increase partner benefits and revenue, reduce total expenses by 2% and reduce project expenses by 50%. Since that time, followers of our social media efforts have increased 15% and engagement has grown twenty-fold.

We may have lost some great leadership this year, but we gained fresh perspectives and new talents and even amid changes in staffing, our dedication to our mission has remained the same. I’m proud of what we accomplished.

On behalf of the board, I would like to extend my thanks to all of our state and regional partners. We value your contributions to the Texas Forest Trail and to tourism and economic development in East Texas.

George FiteChair 2012-2013

14

Howdy Partners


Message from the Director

I hit the Trails running in June and it’s been a whirlwind of adventure. From Texas Friendly to GoTexan, I’ve represented the Forest Trail at retreats, trainings, trade-shows and workshops across east Texas.

There have also been a few trips to the big cities of Dallas and Austin and they have been fun, but my visits with the folks in Jacksonville, Rusk, Beaumont, Center, Crockett, Hughes Springs, Mount Vernon and Mount Pleasant have been so much more… more interesting… more memorable… more authentic…

More of everything, I love about Texas, is right here in the Forest Trail.

From tall timber to beautiful lakes and rolling farmland, but we’ve still got so much more. We’ve got rich history, quirky festivals and “real” downtowns and the friendliest people in Texas.

That said, I want to know, that I love east Texas. I’m honored to represent east Texas and I can’t wait to get to know each of you.

The next few months are going to be exciting. The Forest Trail board is currently refining and enhancing our systems and developing new ways of promoting east Texas to the world.

For FY14, we’re optimizing online presence. We’ve already begun a website audit, created a blog and have taken Instagram by storm. We are leading the social media pack and our followers are asking for more. They want more photos, more history and more maps.

So look out, partners, we’re coming for you and your historic sites too!

Happy Trails!Marty

about meI’m a Nacogdoches native, who spent most of my adult life living in Austin. I moved “back to Nac” in 2005 and married my high school crush - Kendal Rogers. He is an advertising man at Point A Media. We have two precocious dachshunds, Iggy and Riley and two temperamental cats, Nemo and Grace.

I received my BFA from the University of Texas at Austin and my MFA from the Mount Royal School at the Maryland Institute College of Art in Baltimore, Maryland.

I’m a nerd. I love reading & research and have 16 years experience in marketing & graphic design with a focus in hospitality, tourism and nonprofit educational programming.

Most recently, I worked with the friendly folks at the Nacogdoches Convention & Visitors Bureau as the Tourism Specialist.

Previously held positions include, Marketing Director for Fredonia Hotel & Convention Center, Communications Director for Nacogdoches Independent School District and Programs Specialist for City of Austin Parks & Recreation.

Marty Prince (center) Polka Fest in Crockett, TX

16 Commute through the Big Thicket- By Shawn Molina - Awarded: Best of Beaumont 2013 - - Jefferson County

Our ProjectsLooking Back &

Moving Forward


Executive Summary For the past 13 years, The Forest Trail, under the careful leadership of the Board of Directors, has taken steps to ensure the continued preservation and promotion of East Texas’ valuable cultural and historical resources.

Our successes would not have been possible without the continued support of the Texas Historical Commission’s Commissioners, Executive Director, Deputy Director, and the entire heritage tourism program staff. On the regional level, board members, partner members, volunteers and friends have made it possible for our organization to achieve statewide and national recognition. From regional Toolkit trainings and online webinars, to special promotions and marketing efforts, the Forest Trail continues “Think Regionally. Act Locally.”

Following is a brief summary of the year in review.

MembershipIn September of 2012, a benefits survey was distributed to members via SurveyMonkey.com. Responses and current assets were reviewed and a new partner program was developed and launched for 2013.

Updates to program benefits included new educational opportunities through online webinars and access to additional media library titles and training resources, such as the highly acclaimed, 20 Ingredients of Successful Downtowns by Roger Brooks.

Additionally, the 2013 membership program introduced optional “Add-On” or à la carte services. These packages allowed partners to select from a menu of suggested member benefits or propose a custom service to meet their organizational needs.

The board adopted an aggressive action plan to renew and recruit members in the region. Individual board members made phone calls, personal visits and “big pitches” to regional organizations. We are happy to report our membership has increased from 48 members in 2012 to 52 members in 2013.

Education

18

Annual MeetingOn April 18, 2013, the Forest Trail welcomed members and special guests from across our 35-county region for a full day of learning, networking, and partnership building.

A number of our friends arrived a day early, for a special night-out in the Oldest Town – which included dinner at Clear Springs Café and a spirited boot scoot at the Banita Creek Hall, sponsored by the Nacogdoches CVB.

The big event was held at the School of Human Sciences on the Stephen F. Austin State University (SFASU) campus.

The feature presentation, a “Tourism Impact Study Impacts How You Do Tourism” was led by SFASU Faculty Researchers Dr. Ray Darville, Sociology; Dr. Clive Muir, Economics; Dr. Carl Pfaffenberg, Hospitality; and Dr. Chay Runnels, Hospitality.

Lunch was served and expertly prepared by SFASU Hospitality in the SFASU Culinary Cafe Lunch students under the direction of Executive Chef Todd Barrios.

Many thanks to our hosts - the Nacogdoches CVB & the SFASU Department of Hospitality and our break sponsor Nacogdoches Main Street.

Tourism Toolkits Our Tourism Toolkits are regional workshops designed to assist partner members in bring timely, targeted programs to their local community.

The format enables the host community to work with the Forest Trail to select dates, locations and relevant content that will best serve their local audience. The Forest Trail then supplies the program and speakers.

The Forest Trail held two very successful Tourism Toolkits in 2013.

•March25–GLADEWATERBusiness & Tourism Toolkit: Wayfinding & Marketing Online Tools

•May23–NACOGDOCHESTourism Toolkit & Roundtable: Building Stronger Communities with Texas Downtown Association

Downtown Nacogdoches - By Tammy Scates - Winner: Nacogdoches Main Street, Sponsored Category 2013


WebinarsThis year, the Forest Trail offered two new online options to enrich our education offerings and increase regional network opportunities - 1-hour quarterly webinars and a Partner Facebook group.

These online components were initiated to provide a technologically savvy method for addressing timely and relevant topics quickly and cost effectively.

This year, we held 3 successful webinars:•Nov8-FacebookChat:

Working with Facebook Business Pages•March19–FacebookChat:

Social Media Strategies for Small Offices•June6–Webinar:

Telling Your Story with QR Codes, Mobile Sites, and Microsites

Forest Trail Facebook GroupThe Forest Trail Facebook Group was created in September 2012. It provides an easy-to-use online vehicle for communicating in real-time with partner members, regional colleagues and like-minded tourism professionals across the state.

At this time, participation has been limited, but the potential for making valuable connections with regional experts in event planning, economic development, marketing are limitless. That said, we hope our members will turn-up participation in 2014.

The group is FREE and open to all east Texas working or volunteering in tourism, hospitality, economic development, preservation, or similar. So, if you don’t have a Facebook account, get one just for work and invite your colleagues to join us in spreading the good news about east Texas.

Ready to join

the group?

Networking

Marketing - Traveler OutreachSince 2001, the Forest Trail has marketed the historic sites and attractions in a 35-county area of East Texas. These efforts have raised the visibility of the Forest Trail as tourism destination. This year, we were involved in many in-person/online promotions and print projects.

Travel ShowsTexas State Fair is one of our partners favorite marketing opportunities of the year. Over the three weeks of the fair, more than 800,000 people pass through the Food and Fiber Pavilion. Additionally, we financially supported a group booths with the other Heritage Trails and the THC to promote our regions at the McAllen Travel Show and the TTIA Travel Fair

TXDOT Travel DisplayThis year, we secured a regional photo display of the Texas Forest Trail in two traveler hot spots the TXDoT Travel Information Centers in Texarkana from Sept-Feb and Waskom from Mar-August. Unfortunately, we were contacted in May and notified that the TIC Display program will no longer be an available marketing option, pending legislatively-mandated changes at TXDoT for 2014.

Print PromotionsOur twice-annual Events Brochures ensures our participating partners professionally designed statewide coverage of their events with a distribution of at least 15,000 every 6 months, longer shelf-life than a single event, plus we integrate our materials with mobile our web & mobile site. Our Forest Trail Region Brochure is also a popular item we distribute

Social MediaIn 2013 we used 4 social media platforms to actively engage online travelers. Currently we use 8 platforms: facebook; flickr; instagram; twitter; pinterest; blogger; youtube; tumblr. Since June of 2013, we have increased our social activity and now reach 17,000 online users a week and engage with an average 1,500 active users a week. We are constantly reviewing trends and methodologies for keeping our engagement high. Join the conversation!

•www.facebook.com/texasforesttrail•www.flickr.com/groups/txforesttrail•www.youtube.com/EastTexasForestTrail•www.pinterest.com/txforesttrail•www.instagram.com/etxtraveler•www.twitter.com/etxtraveler•www.txforesttrail.blogspot.com•www.tumblr.com/etxtraveler

Web SiteOn September 29 the new and improved, TexasForestTrail.com was relaunched along with new mobile sites for each of our nine sister trails sites. Our website provides an average of 1,500 visitors a month with up-to-date information about our region. Our calendar and community & site information showcases east Texas events and out-of-the-ordinary historic treasures.

MarketingMaking Tracks with the Trail

20

C Facebook L Flickr L Twitter

p Pinterest Y YouTube B Blogger

Instagram k Tumblr Texas Forest Trail 2013 Annual Report 21

22 Warm Grass Sunset - By Paul Bellinger - Awarded: Honorable Mention 2013 -- San Augustine County

Photo ContestPhoto Contest

It’s said, that a picture is worth a 1000 words, but for some 17 east Texas photographers their pictures were worth cash money.

Contest overviewHundreds of photos from 34 counties were submitted during the four-week entry period, ending April 7. Members of the Trail’s board and guest photographer Andrew Brosig of the Nacogdoches Daily Sentinel assessed each photo on content, theme and technical excellence. On May 2, Judges awarded the following prizes: White Ribbon Grand Prize winner ($400), four Blue Ribbon winners ($250 each), five Red Ribbon winners ($100), and ten Honorable Mentions (Tote Bag + certificate).

The contest also included one week of Fan Favorite voting which allowed on Facebook fans to vote daily for their favorite east Texas image. One Fan Favorite prize was awarded ($100). In addition, six Forest Trail partners sponsored specific photo categories and selected individual winners ($250 each).

Contest Goals1. Update our regional portfolio •300+eligiblephotosweresubmitted

2. Broaden public awareness of the Forest Trail •Duringthecontest,Averagenumberofpost

impressions increased from 418 to 50983. Attract Facebook fans & increase engagement•Gained 1,307 new Facebook fans•Engagedusersincreasedfrom18to165

4. Provide members with high-quality images of their area for promotional use•Photosweresubmittedfrom34countiesandmade

available to partners

Bonus BenefitsThis year’s contest was incredibly successful, not only did we achieve all of our contest goals, the contest has allowed the Forest Trail to build new relationships with photographers and tourism advocates across the region adding to our network of resources available to partner members.

COnTEST TiMELinE: 13 WEEkSFeb 14-Mar 7 Prep & pre-publicityMarch 7-April 7 Entry period April 18-22 Fan Favorite Voting April 22-May 2 Verify entriesMay 2 Winners announcedMay 2-23 Prizes & post-publicity

TOTAL PRizES $3,400 • Judges Awards $1,900• Sponsor Awards $1400• Fan Favorite $100

COnTEST TiMELinE: 13 WEEkSFeb 14-Mar 7 Prep & pre-publicityMarch 7-April 7 Entry period April 18-22 Fan Favorite Voting April 22-May 2 Verify entriesMay 2 Winners announcedMay 2-23 Prizes & post-publicity

TOTAL PRizES $3,400 • Judges Awards $1,900• Sponsor Awards $1400• Fan Favorite $100


Grand Prize Winner - S400 (this page)•Zydeco: Jefferson CO - Lacie Grant

Blue Ribbon - $250 each (from top right, down)•Fishermen, Wood CO - Charles Wright •Collins Recreation Area, Newton CO - Zelma Lias•Sunset Talk, Jasper CO - Ramsay Campbell -- p6•Ta-’Da, Rusk CO - Leah Hamilton-Slider

Fan Favorite- $100 each•Blue Hole, Angelina CO - Rhonda Swanson







24

Red Ribbon - $100 each (from left down)•Fall in love with the Forest, San Jacinto CO - Donna Allen•Wild Bronc, Tyler CO - Lisa Richardson•Sunrise, Angelina CO - Connie Thompson•Autumn Mist, Angelina CO - Larry Alford -- p26•God made a farmer, Nacogdoches CO - Megan Kelley -- p8

Honorable Mention - Tote Bag + certificate•Children with Turtle, Montgomery CO - Tiffany Terry•Tucker House, Nacogdoches CO - Robin Johnson•Brakes Bayou, Jefferson CO - Richard James III•Sunflowers , Jefferson CO - Lisa Richardson T•Sunset at Lake Livingston, Polk CO - Rachael Turner•In the 1800s, Nacogdoches CO - Jennifer Bryant•Neches River Canoe, Angelina/Houston Counties - Joe Pase

Red Ribbon - $100 each (from left down)•Fall in love with the Forest, San Jacinto CO - Donna Allen•Wild Bronc, Tyler CO - Lisa Richardson•Sunrise, Angelina CO - Connie Thompson•Autumn Mist, Angelina CO - Larry Alford -- p26•God made a farmer, Nacogdoches CO - Megan Kelley -- p8

Honorable Mention - Tote Bag + certificate•Children with Turtle, Montgomery CO - Tiffany Terry•Tucker House, Nacogdoches CO - Robin Johnson•Brakes Bayou, Jefferson CO - Richard James III•Sunflowers , Jefferson CO - Lisa Richardson T•Sunset at Lake Livingston, Polk CO - Rachael Turner•In the 1800s, Nacogdoches CO - Jennifer Bryant•Neches River Canoe, Angelina/Houston Counties - Joe Pase


Photo Contest

Honorable Mention - Tote Bag + certificate continued from top left)•Tulips in Bloom, Henderson CO - Sherri Skeeters•Way Back When…, Marion CO - Michelle Norris •Warm Grass Sunset, San Augustine CO - Paul Bellinger -- p22

Sponsored Categories $250 each•Nacogdoches Main Street: Downtown- Tammy Scates-- p16•Nacogdoches CVB: Spirit of Nac - Alex Shaw•Best of Shelby CO: Chamber of Commerce - Jean Wood•Longview CVB: Real Longview - Linda Cortelyou-- p30•Beaumont CVB: Best of Beaumont - Shawn Molina-- p14•Spindletop-Gladys City: Our Built Heritage - Paul Bellinger (this page)







26

Sep-12 10 Partner presentation, Shelby County Chamber - Center

13 Heritage Trails Meeting - Teleconference

23-26 TTIA Travel Summit - Austin

27-30 Partners & Volunteers at State Fair of Texas - Dallas

Oct-12 2&30 Heritage Trails LLC Meeting - Teleconference

18 Q1 TFTR Board Meeting & New Board Orientation - Gladewater

Nov-12 8 Facebook Chat: Upcoming Changes - Online

14 Presentation, NAI Conference - Hampton, VA

19 Public relations presentation, SFASU students – Nacogdoches

Dec-12 5-6 Heritage Trails Statewide Meeting - Austin

Jan-13 8 Community Partner visit - Linden

16 Research presentation with SFASU on Nac CVB Tourism - Nacogdoches

17 Community Partner visit, Shelby County Chamber - Center

Feb-13 7 Community Partner visit - San Augustine

11-12 Heritage Trails LLC meeting - Austin

13 2nd quarter TFTR Board Meeting - Nacogdoches

Mar-13 6 Community Partner visit - Pittsburgh

19 Facebook Chat: Managing Social Media Strategies - Online

21 NAI webinar: Telling Your Story with Emerging Technologies - Online

25 TFTR Hosts: Business and Tourism Toolkit - Gladewater

26 Community Partner visit - Longview

27 Partner visit, Forestry Museum; presentation to HS students - Lufkin

Apr-13 11 Annual Meeting/TFTR 3rd Quarter Board Meeting - Nacogdoches

24 Executive Director search begins

May-13 10 Tourism Week Events, Travel Rally - Texarkana

16 Community Partner visit, Pinto Pony - San Augustine

23 Tourism Toolkit, Texas Downtown Assoc - Nacogdoches

30 TFTR announces hiring of new executive director - Marty Prince

Jun-13 6 Partner Webinar, QR codes, mobile sites – Online (MT)

Director 10 TFTR Director Transition – Mary (MT) welcomes Marty (MP) Transition 19 Partner Update, Nac CVB – Nacogdoches (MT & MP)

11-12 Statewide & Heritage Trails LLC Meetings - Austin (MT & MP)

14-15 Train the Trainer- Texas Friendly Training - Nacogdoches (MP)

21 TFTR Advocacy, Mtg with transp commis Jeff Austin III - Jacksonville (MP)

26-27 TFTR Annual Retreat - Palestine (MT & MP)

28 TFTR Director Transition - Happy Trails Mary

Jul-13 8 Partner Addon Service, Advertising RFP, NAC CVB - Nacogdoches

New 15 Partner Meeting, Diann Bayes, Sr VP - TTIA Member Services - Nacogdoches Director 25 Fall Winter Annual Brochure released – 65 Sites across TX

31 TFTR FY14 Scope & Budget created and submitted

Aug-13 15 THC Training - Nacogdoches

8 Community visit, THC Texas Treasures – Texas Basket Company – Jacksonville

8 Community visit, Cherokee County Historical Commission - Rusk

19 Presenter, GoTexan Certified Retirement Community – Center

23 TFTR Q4 Board Meeting - Nacogdoches


Our Year

28 Autumn Mist, by Larry Alford Awarded: Red Ribbon 2013 - - Angelina County

INCOME THC/Texas Heritage Trails Grant $75,000.00 Partner Memberships $18,675.00 Add On Services $3,189.61 Co-op Advertising & Promotions $7,350.00 Regional Workshops & Programs $1,949.33 Accrued Interest $1,132.92

TOTAL INCOME $107,296.86

ASSETS Certificates of Deposit $21,319.48 Checking:Huntington $38,456.92 BankCorp South $53,151.35 Fixed assests $3,074.60 Accounts receivable $3,809.13

TOTAL ASSETS $119,811.48

EXPENSES Salaries, Benefits, and Payroll $72,562.86 Banking, Insurance, Phone, Equipment & Subscriptions

$13,227.57

Postage, Printing, and Supplies $3,381.38 Co-op Advertising & Promotions $6,275.34 Regional Travel and Professional $7,333.02 Development Events $2,486.70 Regional Workshops & Programs $5,419.11 Organizational Sustainability $5,328.90

TOTAL EXPENSE $116,014.88

NET BALANCE

(Income+ Assets) - Expense $111,093.46

IN-KIND DONATIONS $32,296.86

An unbudgeted increase in staff numbers generated 13.8% increase in personnel costs, overall spending decreased by 2%.

Expensive projects were re-considered when more cost-effective options were available. These cost saving methods led to a 50% reduction in project expenses.


Our Finances

30 Great Texas Balloon Race - By Linda Cortelyou - Awarded: Real Longview Sponsored 2013 - - Gregg County

Our Plans for 2014

SECTOR I: ORGANIZATIONAL SUSTAINABILITY Goal: Build capacity for institutional sustainability The Texas Forest Trail Region (TFTR) will build capacity for institutional sustainability through long-range planning, increased and diversified revenue streams, TFTR brand management and by expanded member partnerships and benefits.

STRATEGIES ACTION/TASKS DESIRED OUTCOME GOAL DELIVERABLESI.1 Plan for long-range

sustainability of TFTRCreate practical plan to attain financial independence/stability

Revenue - increase in TFTR revenue

Financial work-plan

I.2 Increase & diversify income revenue streams

Develop new investments & income generating products

Investment - increase value of TFTR assets

Income producing products/services

I.3 Build TFTR brand recognition & loyalty

Continue current & create new TFTR marketing campaigns

Brand - increase visibility of TFTR brand

Print/web marketing collateral, brochures, postcards, etc

I.4 Refine Partner Program marketability & benefits

Simplify & update to meet current/potential member needs

Partner - increase in sustaining members

Partner Program collateral & benefits

I.5 Grow membership base Expand to include overlooked heritage travel partners

Partner - increase in new memberships

New partner members

I.6 Collaborate with Trails on sustainability plan

Participate in Heritage Trails LLC activities

Investment - increase value of TFTR assets

LLC Income producing products/services

SECTOR II: PRODUCTS AND SERVICES FOR PARTNERS Goal: Maximize partnership potential The Texas Forest Trail Region (TFTR) will maximize the potential of regional and community partners to preserve and interpret historic resources through new and relevant workforce education, member training, effective brand management and expanded marketing andadvertising opportunities.

STRATEGIES ACTION/TASKS DESIRED OUTCOME GOAL DELIVERABLESII.1 Invest in TFTR member

workforce trainingAdd new & relevant training resources to media lending library

Media Library - increase in lending

New Media Lending Library –titles

II.2 Develop TFTR member marketing skills

Provide marketing training to boost knowledge & skills

Training - increase in training/requests

Marketing training programs

II.3 Create new marketing opportunities

Curate/promote cross-county thematic travel itineraries

Engagement - increase in member participation

Thematic cross-county travel itineraries

II.4 Improve visibility through TFTR Brand

Produce high quality promo materials for download/print

Brand - increase in TFTR branded products

Print/web marketing collateral, brochures, postcards, etc

II.5 Expand member marketing platforms

Negotiate discounted advertising rates for TFTR members

Marketing - increase in member advertising

Discounted TFTR advertising rates with major publications

SECTOR III: PRODUCTS & SERVICES FOR TRAVELERS Goal: Enhance the Forest Trail Experience The Texas Forest Trail Region (TFTR) will enhance the heritage experience for travelers by producing relevant and engaging content, interactive web/mobile products and activities and effective informational and promotional materials.

STRATEGIES ACTION/TASKS DESIRED OUTCOME GOAL DELIVERABLESIII.1 Attract new & repeat

travelersProvide effective print/web info on regional events/attractions

Social engagement -increase in hits

TFTR print/web marketing collateral, brochures, postcards, etc

III.2 Deepen traveler engagement

Develop web/mobile social/interactive TFTR products & services

Travel - increase in visitors

Social/interactive travel products & services

III.3 Develop online travel planning tools

Create thoughtful planning tools for travelers based on activity

Brand - increase in TFTR brand products

Online travel discovery tools and activities

III.4 Enrich perspective traveler’s experience

Generate meaningful stories to “sell” regional travel experiences

Partner - increase in member participation

Thematic copy and cross-county regional itineraries


www.texasforesttrail.com

Fy13 Forest Annual Report

Documents

Transcript of Fy13 Forest Annual Report