Visit Alexandria presents What’s New in 2018?...• Visitor & Member Services • Programs,...
Transcript of Visit Alexandria presents What’s New in 2018?...• Visitor & Member Services • Programs,...
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Visit Alexandria presentsWhat’s New in 2018?
January 25, 2018
The Lyceum
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Thanks to Our Corporate Marketing Partners
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Thanks to Our Charter Members
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This Morning’s Event Made Possible By
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Patricia WashingtonPresident & CEOVisit Alexandria
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Gretchen BulovaActing Director
Office of Historic Alexandria
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What’s New in 2018
Claire Mouledoux
Vice President of Communications
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New Waterfront Plaza
Fall 2018
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New Waterfront Plaza, Fall 2018
Emily Baker, City of Alexandria
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More at the Waterfront
Archaeology Museum and Torpedo FactoryWater Taxi to The Wharf
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Boutique Expansions and Second Concepts
Wear Ever Jewelry, Feb. 2018 The Modern Home Bar, Spring 2018
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Boutique Expansions and Second Concepts
• Twist Boutique
• Penny Post
• fibre space
• Forge Industrial WorksForge Industrial Works
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More New and Experiential Boutiques
In the Works
• Threadleaf
New
• Serafino Fine Italian Leather
• Home on Cameron
• Old Town Shop
• AR Workshop
• Sip and Sew Old Town
Serafino
AR Workshop
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Founders Hall, April 2018
Kelly Grant, Alx Community
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Street Food Concepts
Smoking Kow BBQ, Feb. 2018 Mia’s Italian Kitchen, March 2018
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Mia’s Italian Kitchen, March 2018
Donna Shore, Alexandria Restaurant Partners
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International Cuisine
Makeda Ethiopian Sunday in Saigon
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International Cuisine
Royal Nepal Nasime
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More New Restaurants
Coming Soon
• Charlie’s on the Avenue
• Old House Cosmopolitan Grill
In the Works
• Sancerre
• Urbano 116
• Chop Shop Tacos
• Glory Days Grill
• Executive Diner & Café
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More New Restaurants
• Café 44
• Nicecream
• Dolce and Bean
• Meggrolls
• Portner Brewhouse
• Duck Donuts
• Myron Mixon Pitmaster BBQ
• Northside 10
Open Now• 1986 Whiskey Bar at Union Street
Public House
• Toppers Pizza
• Lori’s Table
• Snackbar
• Sicilian Pizza
• Hummingbird
• Nectar Coffee & Wine Bistro
• Triple Craft
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Pampering for Pets
• Wag & Brew
• From Head to Tail Grooming Spa
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Specialty Tours at Historic Sites
Freedom House Museum, Feb. 2018 Murray-Dick-Fawcett HouseMay 10, 2018
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Specialty Tours at Historic Sites
Hamilton BFF & Frenemies tour at
Gadsby’s Tavern Museum; June 2 through Labor Day Weekend
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Immersive Experiences at Mount Vernon
“Be Washington: It’s Your Turn to Lead” Revolutionary War Theater
Feb. 2018 Dec. 2017
Rebecca Aloisi, George Washington’s Mount Vernon
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New Basilica Designation
The Basilica of Saint Mary, Jan. 2018
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Hotel News
Kimpton Lorien Hotel & Spa renovation, Early spring 2018
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Hotel NewsRenovations
• Holiday Inn & Suites Alexandria-Old Town
• Embassy Suites by Hilton Alexandria-Old Town
• The Westin Alexandria
Now Part of Marriott
• The Morrison House, Autograph Collection
• The Alexandrian, Autograph Collection
• The Westin Alexandria
• Sheraton Suites Old Town Alexandria
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New Lifestyle Magazine
• Digital version Jan. 2018
• Print edition later this year
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Content Request:Pride Month
Pride Month: June
Deadline: April• Host a Pride event or happy hour
• Host an LGBT artist, musician, author
• Themed cocktail or menu item
• Offer LGBT-made products
• Proceeds to NOVA Pride or
Safe Space NOVA
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Content Request:MLB All-Star Game
MLB Events: July 13 to 17
All-Star Game: July 17
Deadline: May
• Packages
• Themed activities
• Special promotions
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Content Request:Waterfront City
Plaza Opening: October
Deadline: June
• Packages
• Themed drinks or dinner
• Promotions with maritime merchandise
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Data and Trends
Vito Fiore
Director of Marketing & Research
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Visitors Pay 71% of Consumption Taxes
Source: Estimate based on extrapolation of actual 2016 Visa Credit Card Transaction Data, VisaVue
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Rooms Tax By Geography
Source: Estimate based on extrapolation of actual 2016 Visa Credit Card Transaction Data, VisaVue
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Meals Tax by Geography
Source: Estimate based on extrapolation of actual 2016 Visa Credit Card Transaction Data, VisaVue
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Sales Tax by Geography
Source: Estimate based on extrapolation of actual 2016 Visa Credit Card Transaction Data, VisaVue
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10 Trends for 2018
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“As Good As It Gets”
• 3% global GDP growth
• Dow 26,000
• Healthy business cycle could
end in 2020
1
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International Outlook• 3.3% decline in inbound visitor spending in 2017• Travel ban, immigration restrictions, feeling “unwelcome”• “Guns and safety” is a real fear for international visitors• Emerging markets = 100+ million new travelers
2
Source: Metrocosm
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The Ratings Economy
• 1 star increase in Yelp rating 5-9% revenue increase
• Facilitate ratings by customers
• Customer experience follows rating
3
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Crisis of Trust
• Skepticism towards traditional institutions and marketing
• Increase transparency• Surprise and build trust
through authenticity
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Consumers Without Borders
Travelers care about regional experience, not geographic boundaries
Think/plan like a guest:• Itineraries • Road trips• Regional partnerships
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Tourism Politicized
Destinations as political battleground:• LGBT rights• Confederate monuments
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Destination Management (Not Just Marketing)
• Product development
• Balance bucket list and hidden gems
7
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Crisis Prep is Essential
• Every community will experience it• Terrorism/violence• Politics• Weather• Silver lining—bounceback period is
shortening
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Experiences Drive Decisions
• Unique experiences and attractions motivate consumer decisions
• Digital attraction distribution platform is coming
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Artificial Intelligence is Coming Here
• Google search as travel agent• Personal assistants: Echo/Google Home/Siri• Chatbots – virtual customer service before,
during, after trip• Autonomous vehicles• Collecting info on guests customization
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VisitAlexandriaVA.com/Research
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2018 Marketing Tools
Tom Kaiden
Chief Operating Officer
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Key Member Programs
Member Marketing:
• Web ads/listings
• Visitor guide
• Map
• Promotions
• Research
• Member meetings
Destination Marketing:
• Advertising
• Public Relations
• Meeting Sales
• International
• Web & Social Media
• Visitor Services
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VisitAlexandriaVA.com2 million annual visits
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VisitAlexandriaVA.comPaid Advertising
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Official Visitor Guide
• 350,000 copies• Free listing• Paid advertising from $200/month• Timing: July 1 (listing)
October 1 (ads)
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Official Alexandria Map
• 315,000 copies• Free listing• Paid advertising from $125/month
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Official Menu Book
• Over 70 restaurants participating!• Organized by:• Name• Neighborhood• Cuisine
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Visitor Center
• 76,000 visitors served annually• Free brochure slot• Ticketing events & attractions
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King Street Trolley
• 900,000 passengers/year• Digital advertising signboards (2/trolley)• Visitor Center signboard bonus• From $133/month, design included
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Parkway Classic Package
• April 20-22• Targeting overnight guests• Weekend package:• Hotel stay• Restaurant $15 certificate for carbo-loading dinner or celebration brunch• Key to the City museum pass
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Other Marketing Tools
• Meeting & group sales• Wedding Showcase• Public relations• Social media• Sidewalk Sale• Holiday promotion
• Restaurant Weeks• Hotel packages• Key to the City• Breakfast with the President• Annual meeting• Summer Social
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Annual Planner & Programs Summary
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Learn More Right Now….• Meetings, Groups & Wedding Showcase• Visitor & Member Services• Programs, Promotions & Research• PR, Social Media & Content• LGBT Program• Web Site• Visitor Guide and Map Advertising
Call or e-mail Melanie/Trisha… [email protected] | 703-838-4725 [email protected] | 703-652-5368
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Thank You!
VisitAlexandriaVA.com