powerpoint presentation template · 2019. 6. 3. · asae headshot loung • smart meetings west •...
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Hospitality Outlook
Friday, March 2, 2018
February 29, 2018
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WelcomeStephanie BrownPresident & CEOExplore Asheville Convention & Visitors Bureau
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Mid-Year Business ReportStephanie BrownPresident & CEOExplore Asheville Convention & Visitors Bureau
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BCTDA MissionTo 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.
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Occupancy tax creates a funding stream to market
the Asheville area, building the customer
base & enhancing economic vitality.
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Direct Spending of $1.9 BillionDistribution by Segment in Millions
Food, $519.70
Retail, $430.80
Lodging, $426.50
Recreation, $265.50
Transportation, $222.00
Air, $3.80
Source: Tourism Economics, 2016
Second Home Value,
$81.20
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Total Business Sales of $2.9 BillionDistribution by Segment in Millions
Construction$61.80
Manufacturing$23.70
Wholesale Trade$26.30
Transportation$110.90
Retail $480.50
Gasoline Stations$133.20
Communications$55.00
Finance/Ins./Real Estate$389.70
Business Services$182.20 Education/Healthcare
$110.40
Recreation/Entertainment $241.40
Lodging $427.80
Food/Beverage$581.60
Personal Services$84.10
Government$28.10
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Tourism in Buncombe County generates
$203 million in state & local taxes, representing
$1,800 per household
26,700 jobs in Buncombe County are supported by
the visitor spending
Average wages in Buncombe County
accommodations exceed state average by
16%
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Visitor spending produces 43% of sales taxes
and 18% of property taxes.
Lodging properties alone paid $25 million in sales taxes and $8 million in property taxes in 2017.
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New hotels in the construction pipeline will add $5 million of property
tax revenue.
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TPDF has awarded a total of
since the fund’s inception$34.5 million to 34 projects
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Marketing& PR
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VISITOR ARRIVALS From TDA Marketing
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Advertising Investment3 Seasonal Campaigns:
$8 Million Net Media Spend
59 Million Target Audience Reach
600 Million Impressions
Plus, continuous PR, Digital, Search, and Social
YTD Produced 2.3M Web Visits and 1.6M Video Views, 8% increase in Lodging Sales
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Harvest CampaignAugust 7 – September 17
• $2.7 M Net Media Spend
• TV, Radio, Print
• Digital (video, native, display and retargeting)
• “Let the Magic Find You”
Focus Markets:
Atlanta, DC, Jacksonville, Orlando, Cincinnati, Nashville, Raleigh, Charleston, Columbia, Knoxville, Greensboro, West Palm Beach, Tampa
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Harvest CampaignDigital
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Holiday CampaignOctober 23 – December 22
• $113K Net Media Spend
• Digital Only
• “Let the Holiday Magic
Find You”
Focus Markets:
Charlotte, Raleigh,
Greensboro, Atlanta,
Charleston, Columbia,
Knoxville
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Winter CampaignJanuary 8 – February 28
• $92K Net Media Spend
• Digital Only
• “Cozy Up in Asheville”
• Evergreen Assets
Focus Markets:
GA, NC, SC, TN, WV, VA, KY
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Winter Campaign
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Spring CampaignMarch 5 – May 21
• $5M Net Media Spend
• TV, Radio, Print
• Digital (video, native, display, retargeting, paid social)
• “The Magic of Spring”
Focus Markets:
Atlanta, Raleigh, Charlotte, Nashville, Cincinnati, Jacksonville, Orlando, DC, Charleston, Columbia, Knoxville, Greensboro, West Palm Beach, Tampa
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PR Outreach YTDMedia Connections• 458 media touchpoints• 655 proactive pitches• 37 hosted media site visits
Media Tours• Fall Tour: Charleston to Atlanta• SATW Marketplace
(Society of American Travel Writers)• Charlotte Media Event with VisitNC• NYC Media Tour & International Media Marketplace• Winter Tour: Chattanooga, Knoxville & Tri-Cities• Atlanta Media Event with VisitNC
UP NEXT: VisitNC 365 Marketplace, NYC Media Mixer, Ohio Valley Media Mission
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PUBLICITY REACH: 3.2 billion ytd
PR: Earned Media
“Top 15 Cities in the U.S.”“48 Hours in Asheville”
“18 Places to Visit in 2018”“48 Hours in Asheville: Where to Eat & Drink”
“Best Cities in the U.S.”
“Best Small Cities in the U.S.”
“30 Most Exciting Food Cities”
“Coolest Places to Go in 2018”
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Music Initiative• 10 media outlets hosted including Billboard, Paste,
Consequence of Sound, American Songwriter, JamBase, UpRoxx, No Depression, Fodor’s Travel
• More than 50 Asheville music businesses featured on immersive media itineraries
• Local music publicity partner: Mason Jar Media• Combined Editorial Reach: 52.9 million (potential
coverage)
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Consequence of Sound:1.4 million readership7,216 social shares
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Fodor’s1.7 million readership2,231 social shares
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Music Accolades
The 12 Best Music Towns in the Nation -- Expedia
9 Best Destinations for Music Lovers -- Smarter Travel
America’s 12 Greatest Music Cities, Ranked -- Thrillist
Exploring Asheville: 5 Days in a Musical Oasis -- Jambase
Why Asheville’s Music Scene is like Nothing You’ve Ever Experienced -- Fodor’s
Asheville is America’s Next Great Music City --Consequences of Sound
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Group Sales & Service
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FAM TRIPSAmerican Bus Association56 Individual Visits YTD
CLIENT EVENTSWashington, DCIMEX Int’l, Las VegasAENC, RaleighABA, Charlotte
TRADE SHOWS25 International, National, Regional and State Events
CLIENT ENGAGEMENT ytd
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SPONSORSHIPS• ASAE Headshot Loung• Smart Meetings West• M&C Interact Southeast• Spirit of Hospitality
CLIENT EVENTS• Washington, DC• IMEX Int’l, Las Vegas• AENC, Raleigh• ABA, Charlotte
CLIENT ENGAGEMENT ytd
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7,491 Direct client contacts
37,388 Indirect client contacts
435 Sales Leads issued
239 Leads turned definite
50,000 Room nights booked
BY THE NUMBERS ytd
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Thank you