2014 annual report -...

2014 Annual Report

Photo Courtesy of Sundance Mountain Resort

Mission StatementThe mission of the Utah Valley Convention and Visitors Bureau is to enhance the economic prosperity of Utah Valley by promoting, selling and marketing the area as a unique destination for meetings, events, and business and leisure travelers.

2014 UVCVB BoardCHAIR

Fred Parker, Courtyard by Marriott, Provo

VICE CHAIR

Kelly Ward, Zions Bank Financial Center

SECRETARY

Bruce Egbert, Hawkins, Cloward & Simister

PAST CHAIR

Graydon Pearson, Hampton Inn, Lehi

BOARD MEMBERS

Rob Snelson, Hampton Inn and Suites, Orem

Colton Soelberg, Heirloom Restaurant Group

Chad Pritchard, Chef’s Table / Cafe Fresh

Erica Brown, Thanksgiving Point

Jerry Warren, Sundance Resort

Jodi Durrant, NuSkin Enterprises

John Garfield, Provo Marriott

David Almodova, Brigham Young University

Val Hale, Utah Valley Chamber of Commerce

Gary Anderson, Utah County Commission

Key Strategic Initiatives 2014 - 2016

These are the guiding principles and goals for the organization, set by the Board of Direc-tors as a three-year plan. Bureau objectives reinforce the overall reaching goals of these key strategic initiatives.

1. Increase the CVB’s impact on Utah Valley

Objective A: Broaden opportunities for destination businesses and community leaders to become more involved with the CVB.

Objective B: Continue to build relationships and coalitions with other regional organizations and corporations.

2. Build Utah Valley’s growing reputation in the convention market

Objective A: Seize opportunities to attract industry groups that align with economic development corporation’s targeted clusters.

Objective B: Advocate for enhancements to the convention center district.

3. Advocate for destination enhancing development

Objective A: Develop a destination vision white paper to drive regional conversations on future development.

Objective B: Publicly support projects that will enhance the experience and

attractiveness of the destination.

4. Enhance destination competitiveness by increasing the CVB budget

Objective A: Quantify the impact that an enhanced CVB budget would produce for Utah Valley

Objective B: Identify and analyze how other destination management offices across the country are increasing and diversifying their budgets.

UVCVB VISITOR CENTER DEMOGRAPHICS

Year Utah U.S.A. Intl. Total

2012 5,966 913 275 7,154

2013 6,349 788 279 7,416

2014 5,029 489 214 5,732

Year-to-Date Results Jan.–Dec.

CONVENTION SERVICES PROVIDEDThe Bureau aims to educate meeting planners and event orga-nizers on the benefits of buying locally; to inform and create

interest of the range of goods and services available in Utah County; and encouraging them to support local vendors.

• Transportation Options

• Off-siteVenues

• RestaurantOptions

• CityPlanning&

Entertainment

• VenueSiteTours

• WelcomeBags

• TourismInformation

• Spouse/FamilyActivities

• Itineraries

• PreandPostConference

Services Objectives

Secure first-time and repeat business through excellent

customer service to all visitor segments (independent trav-

elers, conventions, groups, etc.). Effectively increase visitor length-of-stay in Utah Valley, thereby increasing total eco-nomic impact through visitor spending.

STATE PARKS/NATIONAL MONUMENTS VISITATION

Year

Camp Floyd/ Stagecoach Inn

State ParkUtah Lake State Park

Timpanogos Cave National

Monument

2012 16,609 280,422 118,765

2013 17,357* 136,540* 91,271

2014 13,472 150,849 95,680


GIFT SHOP REVENUE

2011 2012 2013 2014

$12,145 $9,071 $12,038 $7,704

Year-to-Date Results Jan.–Dec.HOSPITALITY EDUCATIONAL PROGRAMSVisitors are more likely to extend their stay if they know

what there is to do in the area. One way the Bureau does

this is by hosting front line hospitality employees on site toursandbyprovidingadmissiontoattractions.Recentlycommunity hospitality partners were offered complimen-

taryticketstoProvoBeachResort,ThanksgivingPointGardens&theMuseumofNaturalCuriosity,HighCountryRiverAdventureonProvoRiverandUtahLakeactivities.

Visitors also rely on information from the locals on things

to do. Thus, the Bureau sends out Bureau Briefs to com-

munity partners on a weekly basis to inform front line employees of new things in Utah Valley and events coming

up, fostering a desire to influence visitors’ decisions.

*State Park visitation numbers relect a change in procedure

112 Groups Assisted

CAMPUS TOURS

BYU Campus Tours 13,520 visitors

UVU Campus Tours 7,992 visitors


THANKSGIVING POINT’S MUSEUM OF NATURAL CURIOSITY OPENED IN MAY EXPANDING THE DEPTH OF ATTRACTIONS FOR VISITORS

UVCVB STAFFPresident/CEO ........................................................ ..................Joel RackerOice Manager. ....................................................... ..........Noelani WayasVisitor Information Specialist ............................ ........Whitney BittonDirector of Services and Marketing...........Charlene ChristensenInteractive Marketing Manager ........................ ......Amanda HawkerMarketing Specialist.............................................. .......Kaylynne HatchDirector of Sales ..................................................... ..............Lee AdamsonSales Manager ......................................................... .......Byron McIntoshSales Manager.......... ............................................... ...................Tracie TuftSales Coordinator .................................................. .................Emily ShawConvention/Visitor Services Coordinator........Miranda Deighton

Regional visitation to CVB Visitor Centers is declining, with UVCVB walk-in visitor traic at -23%. Factors of why include access to information through technology which creates ease of quick “online” answers and shifts from baby boomers style of planning to the digital savvy younger generations. Eforts to evaluate and increase visitation are being addressed in 2015.

Sales dipped - 36% in 2014. Factors contributing are fewer walk-ins and the online store taken down. Eforts to attract locals and Convention Center traic are being considered in 2015.

UVCVB ANNUAL REPORT / 2014 / PAGE 5

Marketing Objectives

MarketingeffortsaredesignedtosupporttheBureau’spro-active sales initiatives by increasing visitation and attract-

ing overnight visitors to Utah Valley. The marketing efforts

aim to build awareness both nationally and locally. This

is done through proactive education and communication

efforts, advertising, and promotions. In addition, website

content, cooperative marketing and social media initia-

tives.Regionalpromotionsandcampaignssupportgroupbusiness and leisure sales efforts by increasing awareness

of Utah Valley as a destination for small to mid-sized meet-

ings, conventions and leisure tourism.

Marketinginitiativesaredividedbetweengroupbusinessand leisure tourism. The following represents a quick look

at some of the marketing initiatives that took place in 2014.

GROUP BUSINESS IN-STATE MARKETINGTo capture attention and interest in the County’s meeting facilities, including the Utah Valley Convention Center, sev-eral initiatives were completed to attract future business meetings and conferences throughout the state to select UtahValleyasadesireddestination.Marketinginitiativesincluded a billboard, Business Q magazine, and direct mail.

Refer to Sales section for current trends and room nights booked

GROUP BUSINESS OUT-OF-STATE MARKETINGUtah Valley CVB concentrated its destination marketing

efforts on meeting planners, who plan various meetings

and events for national and regional associations and

groups, through various association affiliated publications

and other mediums. The campaign focused on planners

that plan small to mid-size meetings with delegates coming

from the western region as well as nationally.

2014 Partners

• ProvoMarriottHotel&ConferenceCenter

• Utah Valley Convention Center

This cooperative marketing and advertising campaign

continued to build awareness of the venues in Utah Valley

through regional and national marketing efforts resulting in a campaign with very positive results.

• 2014 percentage of room nights booked by out-of-state visitors - 14,617 or 66.64%

• 20,025 attendees

• $1to$42ROI

Utah Office of Tourism Contribution $50,209 Community Contribution $6,000

DESTINATION MARKETING ASSOCIATION INTERNATIONAL PRINT AD

ASSOCIATION NEWS PRINT AD

OUT-OF-STATE LEISURE CAMPAIGN - FESTIVALSThis campaign, in partnership with the Utah Office of Tour-ismCooperativeMarketingprogram and local partners, focuses on attracting out-of-state visitors to Utah Valley festivals and events. Initiatives included a microsite (UVTo-gether.com), billboards, advertisements, online banner ads, etc.

The Utah Valley CVB and its co-op partners aggressively ad-vertised to out-of-state leisure consumers inviting them to visit and participate in some of Utah Valley’s major events that have a history of attracting out of state visitors and are growing every year.

• 12,895 out-of-state visitors came to events marketed

• $2,401,049 economic impact for Utah Valley

• $1to$25ROI

Utah Office of Tourism Contribution $48,472 Community Contribution $15,000 IN-STATE LEISURE PROMOTION

This year the Bureau utilized social media platforms to con-nectwithandencouragevisitationtoUtahValley.Workingwith partners, promotions were offered through contests and giveaways to drive interest. Additional marketing initia-

tivesincludedKSLTravelGuide,OutdoorUtahpublication,FreedomFestivalpublicationsandUtahStateFairbooth.

Ultimate Valentine’s Giveaway Tulip FestivalRestaurant Giveaways Stadium of Fire

SCERA Shell Events Bluebird Cafe ConcertsBack to School Promotion Shop & Stay Promotion

Leisure Marketing Inquiries

MNI/KSL BANNER

6,006

KSL BANNER

Key events promoted in 2014

1. ThanksgivingPointTulipFestival&HalfMarathon

2. UtahValleyMarathon

3. America’sFreedomFestival/StadiumofFire

4. HotterThanHeckCenturyRide

5. Sundance Blue Bird Cafe Concert Series

6. TimpanogosStorytellingFestival

MNI/KSL BANNER MNI/KSL BANNER MNI/KSL BANNER


$3,400,066

Leisurecampaigns

broughtTotal Visitor

Spend

15,709 visitors toUtah Valley

=

OUT-OF-STATE LEISURE PROMOTION - SPORTS This campaign, in partnership with the Utah Office

ofTourismCooperativeMarketingprogramandlocalpartners, focuses on attracting out-of-state visitors to

Utah Valley sports events. Initiatives included, billboards,

advertisements, online banners, etc.

The Utah Valley CVB and its co-op partners aggressively

advertised to out-of-state active consumers inviting them

to visit and participate in three of Utah Valley’s premier

athletic events that have an established history of attract-

ing out-of-state visitors.

• 2,814 out-of-state visitors came to events marketed

• $999,017 economic impact for Utah Valley

• $1to$20ROI

Utah Office of Tourism Contribution $24,308 Community Contribution $13,500

Total Partner

Contributions$157,489

KSL/FACEBOOK BANNER

ROCKY MOUNTAIN GUIDECYCLE UTAH TOUR GUIDE

ARIZONA BILLBOARD

WEBSITE & SOCIAL MEDIA

601,342 COMBINED WEBSITES TOTAL VISITOR TRAFFIC 2014

5,107 MEETINUTAHVALLEY.COM TOTAL VISITORS 2014

541,535 UTAHVALLEY.COM TOTAL VISITORS 2014

19,712 UVTOGETHER.COM TOTAL VISITORS 2014

6,411 COMBINED SOCIAL MEDIA FOLLOWERS

73,041 VIDEO VIEWS ON YOUTUBE59 VIDEOS POSTED

25,385 UTAHVALLEYFESTIVALS.COM TOTAL VISITORS 2014

38,115 NEWSLETTER SUBSCRIBERS

PR IMPRESSIONS AND PR VALUE JAN-DEC

Jan-Dec 2014 Totals

PR Impressions: 797,437,782

PR Value: $6,326,946.62

Year-end

1,647 AVG. VISITORS PER DAY TO WEBSITES

Public Relations Objectives

Develop and maintain a comprehensive public relations plan

to target the media, meeting and tourism industries. Distrib-ute travel and tourism news and event information to major

travel/tourismandmeeting-planningpublicationeditors,includingWebplacements.Obtainfreestatewideandregionalcoverage (interviews, stories, editorials) on television, radio

and other media outlets. Secure a greater presence within on-line “social media” space - post blog articles and increase com-

municationeffortsthroughFacebook,YouTubeandTwitter.

PR Value - 5025% increase over 2013

PR Impressions - 688% increase over 2013

9,603 M.UTAHVALLEY.COM TOTAL VISITORS 2014

Year-end - In October the new UtahValley.com site was launched. The drop in visitation is a relection of this activity which accompanies such transitioning. The bureau is actively moving forward in 2015 with tactics to regain and grow visitation.


Public Relations - Continued

MEDIA & TRAVEL TRADE FAMILIARIZATION TOURS• JayneClarkwithUSAToday,“It’stheUSA’shappiest

city,butisitworthvisiting?”articlereleased.(April)

• BritishTravelTradeFAMatSundance(May)

• Girl’sGoneUtahPressTripatSundance(June)

• AustralianMediaFAMatTimpanogosCave(August)

• ScenicTourofUtah-CountyhostedgroupfromTaiwanandChinaatSundanceinSeptembertobuildaware-nessofUtahValley’sexceptionalbikingofferingsandtodeveloprelationshipswithinthecyclingindustry(24representatives)andtobegintourismdiscussionsforinternationaltravelwithinthismarket.

Total combined Social Media followers6,411

VISIT UTAH VALLEY FACEBOOK PAGE

Social Media ObjectivesIncrease the amount of followers on social media platforms. Improve the interaction the Bureau has with its followers. Implement structure throughout various platforms resulting in growth and engagement in social media efforts.

The Bureau utilizes social media efforts to build awareness through disseminating information to the public. By working

with the media and partners, the Bureau is able to reach an even greater audience.

FACEBOOKTheBureauworkswithpartnersindevelopingFacebookcampaigns and contests. Themed topics bring Utah Valley attractions together giving followers a unique look at the amentities of the destination. Posts included give-a-ways (Outlet gift cards, Sundance lift tickets, and other ticket giveaways), restaurant highlights, event information (Danc-eSport,TulipFestival,StadiumofFireandTreeLightings),and attraction news.

BLOGThe Bureau partners with attractions, businesses and res-taurants to keep followers informed about what is going on in Utah Valley. Spotlighting different festivals, events,

restaurants and activities gets people excited about visit-

ing. The blog is packed with information to give no excuse fornothavingfuninUtahValley.EntriesincludedaFallBucketList,WeekendIdeas,manyrestaurantreviews,Val-entine’sgiveaway,localshoppingandHolidayactivities.

TWITTERThe Bureau works to connect with its audience by giving

short and precise descriptions and reminders of events, attractions and other happenings in the Valley. The Bureau

also keeps a close one-to-one relationship with people andbusinessesthatareinteractingviaTwitter.Following,retweeting and commenting on other local businesses has helped increase the Bureau’s overall followers and interac-

tions.

VISIT UTAH VALLEY BLOG NOW LIVES ON UTAHVALLEY.COM

Sales, Convention and Group Business Objectives

The sales team works with and promotes all appropriate

meeting venues, sports facilities, lodging, restaurants and

other services throughout Utah Valley to bring groups into

the area. Selling venues such as the Utah Valley Conven-

tion Center, Sundance Resort, Thanksgiving Point, Brigham

Young University, Utah Valley University, city parks and

recreation facilities and others maximize visitor spending

and groups using Utah Valley venues.

THE SALES PROCESS Through effective sales efforts the sales team effectively

introduced clients to Utah Valley through site tours, presenta-

tions, and establishing relationships. UVCVB increased rooms

booked at Utah County hotels by 22% and increased economic

impact by 70%. The following is a sample of business won in

2014:

Year-end - *Economic Impact for all Utah County Venues.

CONVENTION AND GROUP BUSINESS TOTALS

Year Total Leads Total Booked Percent Booked Total Booked Room Nights Economic Impact

2011 75 42 56% 12,544 $5,667,156

2012 141 69 49% 19,981 $6,355,299

2013 215 86 40% 18,093 $8,974,648

2014 279 114 41% 22,099 $15,290,985

2014 BOOKED ROOMS MARKET SEGMENTS = 114 GROUPS/22,099 ROOMS

a.Corp./Assoc./Edu.(71groups) 11,237 total room nights 51%

b. Sports (23 groups) 7,771 total room nights 35%

c. Gov’t/Social/Religious/Travel(17groups)2,788totalroomnights13%

d.Film(3groups)303totalroomnights1%

TARGETED SALES EFFORTS CLIENT TASTING LUNCHEONS

March 11th - 15 ClientsMay 27th - 20 ClientsOctober 4th - 9 Clients

CLIENT FAM’S

February 6th at Sundance - 25 ClientsMay 6th at Thanksgiving Point Gardens & Outlets at Traverse Mountain - 27 Clients

SALES BLITZ

March 24th (In partnership with Utah Valley Convention Cen-ter) - 13 Businesses & 17 Contacts

December 10th (In partnership with Utah Valley Hospitality Community) - 20+ Businesses

TRADESHOW PARTICIPATION

Diversity Summit, Jan. 22-24 in Washington, DC

Big Business & Tech Expo, Feb. 25-26 in Orem, UT

AFCI Locations, March 27-28 in Los Angeles, CA

NASC, March 31-April 3 in Oklahoma City, OK

HelmsBriscoe ABC, April 9-11 in Dallas, TX

Smart Mart, May 28 in San Francisco, CA

Collaborate Marketplace, June 12-14 in Portland, OR

ASAE, Aug. 9-12 in Nashville, TN

Connect Market Place, Aug. 21-23 in Orlando, FL

Connect Sports Market Place, Aug. 21-23 in Orlando, FL

IMEX America, Oct. 14-16 in Las Vegas, NV

Rejuvenate, Oct. 28-30 in Atlanta, GA

TEAMS - Sports Industry, Nov. 10-13 in Las Vegas, NV

Nu Skin

Shingo Prize International Conference

2014 Tough MudderMettle Wrestling - The Rumble

Get Connected Avisae

MaryKay CareerForever Green

Nature’s Sunshine

LTUE

AdobeWrangler Champions Challenge Adrenaline Lacrosse Utah Uproar

Varsity Spirit

a.

b.

c. d.

Group Attendees75,300


2014 Tourism Performance Indicators

TRANSIENT ROOM TAX

$2,000,000

$1,750,000

$1,500,000

$1,250,000

$1,000,000

$750,000

$500,000

2012 2013 2014

$2

,12

8,3

05

$2

,32

2,3

82

$2

,48

2,7

65

HOTEL OCCUPANCY

60%

55%

50%

45%

40%

35%

30%

2012 2013 2014

63

.8%

62

.9%

REVENUE PER AVAILABLE ROOM

$50

$45

$40

$35

$30

$25

$20

2012 2013 2014

$4

7.9

6

$5

1.8

9

$5

4.7

1

AVERAGE DAILY RATE

$90

$80

$70

$60

$50

$40

$30

2012 2013 2014

$$8

1.3

4

$8

6.9

7

60

.5%

$$

79

.33

6.9% ADR INCREASE

TRCC TAX/RESTAURANT & CAR RENTAL

$7,000,000

$6,500,000

$6,000,000

$5,500,000

$5,000,000

$4,500,000

$4,000,000

2012 2013 2014$6

,02

8,2

76

$6

,42

4,7

72

$6

,98

5,9

69

TOTAL TOURISM TAXES (TRT & TRCC & CAR RENTAL)

$9,500,000

$9,000,000

$8,500,000

$8,000,000

$7,500,000

$7,000,000

$6,500,000

2012 2013 2014

$8

,15

6,5

81

$8

,74

7,15

5

$9

,46

8,7

34

TRCC 7.9% INCREASE 6,062,588CAR RENTAL 14.6% INCREASE 923,381

8.2% INCREASE IN 2014SOURCE: UTAH OFFICE OF TOURISM/UTAH STATE TAX COMMISSION

5.4% REVPAR INCREASE

SOURCE: SMITH TRAVEL RESEARCH

-1.4% HOTEL OCCUPANCY DECREASE3 NEW HOTELS ADDED TO THE SUPPLY (292 ROOMS) INCREASING TOTAL RENTABLE ROOMS ANNUALLY TO 1,156,105 FROM 1,096,480 EQUALING A 5.4% INCREASE. OCCUPANCY DECLINED WITH THE ADDED INVENTORY WHILE REV-ENUES INCREASED 11.2%.

6.9% INCREASE IN 2014

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Provo, UT 84601

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