SELLING ORANGE COUNTY, NC TOURISM

Orange County’s Tourism Brand

1. Research showed that a wide national polling audience didn’t recognize Orange County, NC.

2. WB changed that with Orange County. California owns Orange County.

3. There are sixteen Orange County’s in the U.S. 4. 90% recognize the name Chapel Hill 5. Played to that strength. 6. Chapel Hill is the brand; Orange County is product 7. A rising tide floats all boats= The more visitors we

attract to our county, the greater we all do.

What Is the Perception of Our Area?

Orange County Tourism

• Approximately 1.5 annual visitors to Orange County leave $137 million; $1.3 million in occupancy taxes and nearly $10 million in sales taxes.

• Commissioners allocate this tax ($750,000 annually) to a Tourism Development Authority to: - Fund a welcome center- Build new sources of tourism business- Service visitors through hotels and welcome

center - Secure more future tourism business

• The good news they like us; they really like us.

• Yet we have a bigger story to tell. • And the more attention we get… the

more people visit, get hooked on our area and return.

• Tourism is critical to our economy.

Locally, who benefits from tourism?

• Residents save on their taxes - 1700 residents are employed thanks to the tourism

industry. • Governments diversify the tax base • Realtors benefit through the visitors who stay • Electric companies– hotels are large recipients of local

utilities • Wholesale trade– makes the tee shirts and

memorabilia • Artists rely on tourists to buy their wares.

Orange County Visitor Profile 1. UNC parents, students, alumni, sports fans 2. Business travelers directly or indirectly associated with UNC3. Medical Visitors 4. Social Religious, Fraternal, Reunion 5. Weddings 6. Business travelers unrelated to the University 7. State associations8. High School Athletics and youth competitions 9. Visiting Friends and Relatives 10.Leisure vacationers and curious travelers (Atlantic Coast)11.Day -Trippers

Tourism Profile In Hillsborough • 80% visitors drive.• Strong day-trip market from

Triad; VA and Triangle as well as entire state

• Most come for a leisure visit; • 20% for a government, state or

association meeting • VFR (Friends and Family) • Strong mid-week performance

from business; Weekends are VFR, Interstate and Leisure

• June, July Dec/Jan are slower • Requests are for dining,

sightseeing, history, trails, art, family fun and music scene.

Would Tourists Come Anyway?

• 75% of Orange County visitors come anyway. - 50% of all Orange County travelers will travel here for

University• Parents, Students, Fans, Business and Conferences

- 15% of Orange County Travelers will travel for medical treatment

- 10% of hotel visitors will visit friends and family

Why Fund A Visitors Bureau?

• Tourism expenditures from hotel guests: $57.4 million

• 75% attributed to UNC and hospital is $43 million. • When the Visitors Bureau influences those 25%

unoccupied rooms—originates or assists bookings into them– that’s $14.5 revenue for our hotels. Another $15 million for ancillary businesses.

• The Visitors Bureau keeps visitors in Orange County.

Tourism’s Potential in Orange County

- A 1% increase in hotel occupancy (12 rooms a night) conservatively equals $822,000 in additional room revenues for Orange County.

- That’s $300,000 for ancillary businesses - That 1% increase generates $80,000 in

additional tax revenue.

Marketing Focus

• Marketing: $470,000 • Description Amount Market

- On-line strategies $70,000 National - Agency Advertising $250,000 National - Groups/Sales and Service $25,000 Conferences - Publications $75,000 National - Public Relations $10,000 National - High School sports $5,000 Regional - Tar Heel Sports $10,000 Atlantic Coast - Gay Tourism Campaign $5,000 National - Arts & Cultural Promotion $15,000 Regional - Hillsborough Day Trippers $20,000 Regional

Helping Economic Development Through Tourism

- A 1% increase in hotel occupancy (12 rooms a night) equals $822,000 in additional room revenues and $300,000 for local area businesses outside of hotels (restaurants stores and more)

- For a 1% increase, we only need to book an extra 12 rooms a night.  

• Keep visitors in Orange County• Refer friends to other Orange County properties• Keep weddings, proms and reunions here• Consider local restaurants and shops first• Book your association meetings locally