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Tourism Development Authority 2016 Annual Report

Executive Message To the Tourism Industry of Haywood County,

The Haywood County Tourism Development Authority (HCTDA) entered into it’s thirty-third year in 2016 with a huge milestone under it’s belt. For the first time in the history of the HCTDA, the organization broke the $1 million mark in occupancy tax collections in 2015. The trend in upward growth has continued into 2016. I would like to thank all of our lodging partners for all their hard work and dedication to the success of this program.

Many factors and assets make up tourism in our county. The state of North Carolina’s annual economic impact report states that Haywood County’s top attractions include the Blue Ridge Parkway, Great Smoky Mountain National Park, Wheels Through Time Museum, Maggie Valley and the Museum of North Carolina Handicrafts. The TDA continues its partnership with the BRP to maintain Haywood County’s 46 miles of parkway overlooks and vistas. This proved to be such a successful program that we are now being used as a model by other BRP gateway destinations on leveraging annual funds to beautify their section of parkway.

In 2015, domestic tourism generated a total of $167.56 million in economic impact for Haywood County. This was 3.69% increase from 2014. More than 1,710 jobs in Haywood County are directly attributable to travel and tourism, which generated $35.76 million in payroll. State and local tax revenues from visitors amounted to $15.53 million, which gives each resident of Haywood County $259.43 in tax relief each year.

I’m pleased to announce that the highly anticipated Group Sales Program is officially off the ground and has completed a full year of efforts. After a thorough search and interview process, the TDA hired a highly experienced group sales manager, Ron Bower. In the time he has been with the TDA, he has developed a comprehensive group sales program that will propel the county forward into the group travel market. We are already seeing a successful return on investment for through this initiative.

The HCTDA also made a big move in 2016 with a complete relocation of the TDA administrative offices and visitor center to 1110 Soco Rd, Maggie Valley. The move proved to be a complete success with a larger, more efficient visitor center, a quiet, productive work environment for staff, and already exceeding both visitor traffic and retail spending from years past.

As in the past, the TDA continuously strives to live up to its name of The Tourism Development Authority. A big part of this is adapting and embracing the latest marketing trends and strategies. In the digital age of the internet, websites, smart phones, and social media, we have had to find new and innovative ways to reach out to our visitors. This is a continuous process. I’m proud to say that the TDA is very much on top of these trends and are using smart marketing tactics to expand our reach to both potential and returning visitors.

Festivals and events continue to be important in our mix of tourism development. I would like to thank the one-percent committees for all their efforts to fund these events.

We still remain optimistic that the proposed two-percent occupancy tax will be enacted by the North Carolina State Legislature. This would give us much needed funds to help with new product development. Other counties have been

very successful with this program which is putting Haywood County at a disadvantage.

I would also like to take this opportunity to say thanks to the TDA Marketing, Sales and Communications team and, of course, our Executive Director. They work tirelessly to carry out the daily marketing, promotion, and management of tourism for Haywood County.

Finally, to our Board of Directors, thank you for your service and for having the vision to continuing with enacting our long term strategic plan which is will be our gateway to the future.

Lyndon J Lowe Chairman

Partnerships

Haywood TDA Staff Lynn Collins Executive Director

Ashley Rice Marketing Manager Becky Seymour Social Media/Video Marketing Manager

Anna Jorstad Communications Manager

Ron Bower Group Sales Manager

Visitor Center Staff John Porter Visitor Center Staff

Jena Sowers Visitor Center Staff

Nancy Winslow Visitor Center Staff

Haywood County Visitor Center and HCTDA Administrative Office

1110 Soco Rd. Maggie Valley, NC 28751

828.944.0761 www.visitncsmokies.com

Executive Committee Representing Lyndon Lowe – Chairman 20 Units or Less Twinbrook Resort

Beth Brown - Vice-Chairman 20 Units or Less Ferguson House Rentals

Mike Eveland - Finance Chairman Town of Maggie Valley Alderman, Town of Maggie Valley

Tammy Wight - Marketing Chairman Under 20 Units Clarketon Motel

Laura Leatherwood - Personnel Chairman Town of Clyde Haywood Community College

Ken Howle - Group Marketing Chairman More than 20 Units Lake Junaluska Conference Center

Board of Directors At Large Chris Bates Tourism Related Cataloochee Ski Area

Chris Corbin More than 20 Units Waynesville Inn, Golf Resort & Spa

Reagan McBride Town of Waynesville Town of Waynesville

Gail Mull Town of Canton Town of Canton

Michael Graham Tourist Related Jukebox Junction Restaurant

Pratik Shah More than 20 Units Best Western Smoky Mountain Inn

Ex Officio Members Julie Davis Haywood County Finance Director Michael Sorrells Haywood County Commissioner

Mark Clasby Haywood County Economic Development Commission

The Haywood County Tourism Development Authority is funded by a 4% Occupancy Tax on short term rentals of less than 90 days. 3% of the Occupancy Tax goes to the Haywood County Tourism Development Authority for the purpose of marketing Haywood County as a tourism destination. The remaining 1% goes back to the Zip Code area where it is collected for the purpose of promoting each of those areas. The 1% funds are allocated through a grant process. Applications are reviewed by appointed Zip Code Subcommittees who make recommendations to the Haywood County TDA Board for funding of the 1%. Listed below are examples of projects funded by the 1% in each zip code area in the 2015 - 2016 budget year.

1% Zipcode Report Haywood County TDA

Board of Directors

28716–CantonHaywoodCountyFairLakeLoganMul5sportFes5valHCCOCBlueRidgeBreakawayTownofCantonLaborDayCelebra5onHCCOCGatewaytotheSmokiesHalfMarathonTownofCantonBicycle/PedestrianDOTGrantMatchShiningRockRiverfestPapertownQue&BrewTownofCantonHistoricalMuseumSign

28721–ClydeHCCOCBlueRidgeBreakawayHCCOCGatewaytotheSmokiesHalfMarathonHaywoodCountyFair

28745–LakeJunaluskaLakeJunaluskaIndependenceDayCelebra5onLakeJunaluskaFallGetawaysLakeJunaluska’sAppalachianChristmasHCCOCBlueRidgeBreakawaySmokyMountainFolkFes5valHCCOCGatewaytotheSmokiesHalfMarathonWNCDogFanciersConfirma5onShow&TrialsWNCConferenceHaywoodCountyFair

28751–MaggieValleyFes5valGroundsGrading&ImprovementsGreenway&McCrackenParkElectricVehicleChargingSta5onMaggieValleySwapMeet&CarShowMaggieValleyFallDaysMVCOCExecu5veDirectorSalaryMVCOCWNCBBQFes5valCo-opAdver5singforMaggieValleyMVALAAllegiantAirAdHCHMAAdver5singIni5a5veMaggieValleyMoonlightRaceWNCDogFanciersConfirma5onShow&TrialsWinterfestSmokyStyleHCCOCGatewaytotheSmokiesHalfMarathonHCCOCBlueRidgeBreakaway

PloTFestMaggieValleySumerRallyFriendsofGSMNP–CataloocheeElkViewingCataloocheeRanchRichard’sRunHay.Co.SchoolsFound.GSM3v3SoccerTr.Smokin’RodzintheSmokiesElevatedMtn.Dis5llingQuiltBlockElevatedMtn.Dis5llingBrochuresIndianVictorySlingshotRallyHillbillyJamHistoryChannelCommercial

28785/86–WaynesvilleDWASmokyMountainLivingAds3rdAnnualCraYBeerFaireArtAYerDarkSmokyMountain9-BallShootoutHARTAdver5sing2015/2016SeasonFolkmootUSAStrandTheaterLiveMusicSeriesSmokyMountainFolkFes5valHCCOCGatewaytotheSmokiesHalfMarathonHCCOCAppleHarvestFes5valHCCOCBlueRidgeBreakawayHCCOCMelangeoftheMountainsWNCDogFanciersConfirma5onShow&TrialsDWADesign&LayoutofHCTDAFundedAdsDWAMountainStreetDancesDWAAppalachianLifestyleCelebra5onDWATheLaurelofAshevilleMagazineAdsDWAShopping&BusinessGuideDWAChurchStreetArts&CraYsFes5valTheWineSellerLiveMusicSeriesFrogLevelMerch.Assoc.WholeBloomin’ThingFes5valHaywoodCountyArtsCouncilAraestFriendsoftheGSMNP–CataloocheeElkViewingWaynesvilleInnAdver5sing&Promo5onSmokyMtn.Aqua5cClubTimingSystemTheStrandFirstRunFilmsDWAJuly4thChildren’sParadeDecora5onsDWATrafficConesDWAEventSignsFolkmootVarietyShowcase

Visit NC Smokies Website Report

2015 - 2016 www.visitncsmokies.com

Sessions 101,163

Unique Users 81,364

PPC / Display Ads 32,065

Referrals 11,619

Social Referrals 9,245

Mobile Site Visits 42,111

Tablet Site Visits 16,381

2015 Economic Impact Report of Haywood County

•Domestic tourism in Haywood County generated an economic impact of $167.56 million in 2015. This was a 3.7% change from 2014.

•More than 1,710 jobs in Haywood County were directly attributable to travel and tourism.

•Travel generated a $35.76 million payroll in 2015.

•State and local tax revenues from travel to Haywood County amounted to $15.53 million. This represents a $259.43 in tax savings to each county resident.

•Major attractions include the Blue Ridge Parkway, Great Smoky Mountain National Park, Wheels Through Time Museum, Maggie Valley and the Museum of North Carolina Handicrafts.

Tourism Economic Impact 2015 - 2016 1% Net Occupancy Tax

2015/2016 3% Net Occupancy Tax

Visit NC Smokies Public Relations Report

2015 - 2016

• Significant Media Mentions - 829

• Media Placements - 28

• Advertising Value - $33,378,348.00

• Media Interactions - 152

Group Sales Highlights and Show Attendance 2015- 2016

• Military Reunions showcase October 19-21, 2015 in Knoxville - Met with 20 military veterans to bring reunions to Haywood.

• Boomer in Groups Conference October 23-25, 2015 in Green Bay - Met with 32 group travel planners.

• Florida Motorcoach Association meeting October 27-28, 2015 in Orlando.

• Florida Sales Mission October 29-30, 2015 in Central FL - Met with AAA office, 3 bus companies in Central Florida.

• Hosted Travel South International Familiarization (FAM) Tour December 4, 2015 - 18 Guests were from Europe.

• Hosted Familiarization (FAM) tour for Judy Johnson of Let’s Go Travelin’ - She is bringing group of 45-50 in May 2017 as a result

• American Bus Association (ABA) Marketplace January 8-13, 2016 in Louisville - Met with 43 tour operators.

• Select Travel Conference February 7-9, 2016 in Little Rock - Met with 32 bank travel, alumni groups, and reunion planners.

• Northern Georgia Sports Marketing Seminar March 6-7, 2016.

• AAA FAM on April 11, 2016 - 39 tour operators in attendance.

• African American Tourism Conference April 21-24, 2016 in Cleveland.

• ABA Recourse Central Committee Meeting May 8-10, 2016 in Cleveland - Currently serving on a committee for 2017 and 2018 ABA Marketplace

• STS Marketing College May 15-20, 2016 in Dahlonega, GA

• Travel Alliance Partners (TAP) TAPdance June 4-9, 2016 in Duluth, MN - Met with 29 tour operators Attended the post FAM with 12 tour operators June 9-11, 2016

Group Sales Report August 2015 - June 2016

In 2015, the HCTDA embarked on a new initiative to help grow the group travel market for Haywood County. Ron Bower was hired into the newly created position of Group Sales Manger. Since joining the HCTDA, he has made significant strides to grow and develop the group sales market.

This includes:

•Total leads gathered – 172

•Total leads turned into sales - 13

•% of leads to sales – 7.6 %

•Number of Day Trips – 9

•# of DT Visitors - 1093

•Revenue from DT - $122,908

•Number of Room Nights - 589

•# of Overnight Group Visitors - 505

•Revenue from ON = $127, 371

•Total Group Revenue = $250, 279

Haywood TDA’s Annual Expenditures - 2015/2016

Pie Chart

47%

14%

7%

3%

28%

1% Grants3% GrantsVisitor CenterAdministrationMarketing

2015/2016 HCTDA ExpendituresItem % of Budget

1% Grants 28

3% Grants 3

Visitor Center 7

Administration 14

Marketing 47

Capital 1

4% Occupancy Tax Annual Report

New & Updated 2016 Marketing Collateral

Column Chart

0

15

30

45

60

Canton Clyde Lake Junaluska Maggie Valley Waynesville

31

56

418

Pie Chart

31%

56%

4%1%8%

CantonClydeLake JunaluskaMaggie ValleyWaynesville

Total 1% Collections by Percentage Since 2008

Zip Code Community Percentage

Canton 8

Clyde 1

Lake Junaluska 4

Maggie Valley 56

Waynesville 31

Haywood County Tourism Development Authority800-334-9036VisitNCSmokies.com

Occupancy Tax 1984 - Present

2% 83-84 84-85 85-86 86-87JULY $23,708 $23,904 $26,606AUGUST $23,166 $24,078 $27,227SEPTEMBER $15,723 $15,997 $16,173OCTOBER $19,096 $22,195 $22,871NOVEMBER $3,838 $3,702 $5,341DECEMBER $2,708 $3,368 $2,307JANUARY $2,264 $2,317 $2,817 $5,996FEBRUARY $3,176 $2,687 $2,332 $5,959MARCH $3,268 $3,061 $3,541 $6,738APRIL $6,968 $7,381 $7,744 $10,486MAY $8,666 $10,724 $11,655 $20,513JUNE $16,650 $18,873 $20,125 $36,320TOTAL $40,992 $133,282 $141,458 $186,537

3% 87-88 88-89 89-90 90-91 91-92 92-93 93-94 94-95 95-96 96-97 97-98 98-99 99-00 00-01 01 -02 02 -03 03 -04 04 -05 05 -06 06 -07 JULY $43,702 $55,655 $57,789 $59,594 $71,675 $68,728 $75,195 $74,042 $81,399 $82,128 $82,904 $94,264 $106,681 $112,650 $104,805 $100,787 $94,839 $107,241 $108,782 $105,949AUGUST $44,494 $49,316 $50,971 $52,478 $57,114 $60,475 $57,218 $63,884 $69,456 $75,634 $75,369 $78,690 $78,647 $74,222 $76,556 $79,740 $75,849 $66,849 $65,364 $73,007SEPTEMBER $32,152 $33,004 $35,974 $34,996 $40,128 $42,697 $46,964 $46,631 $52,088 $47,732 $46,580 $57,217 $68,158 $61,945 $63,134 $62,721 $59,065 $58,886 $62,734 $73,289OCTOBER $45,621 $48,380 $49,151 $49,458 $51,709 $53,691 $61,979 $67,327 $67,611 $75,385 $77,276 $85,236 $89,042 $94,697 $90,651 $86,937 $91,566 $89,941 $91,238 $99,374NOVEMBER $7,822 $9,029 $10,260 $10,383 $10,259 $10,034 $7,628 $15,999 $17,856 $20,357 $24,051 $30,051 $31,935 $31,411 $32,223 $34,983 $34,365 $31,909 $36,944 $37,346DECEMBER $5,632 $6,210 $6,669 $6,054 $6,872 $14,905 $10,585 $12,167 $13,154 $14,368 $18,732 $21,429 $23,138 $24,229 $26,142 $27,867 $28,063 $30,767 $37,280 $40,536JANUARY $6,351 $5,455 $5,084 $4,784 $5,807 $7,046 $7,628 $8,848 $8,519 $11,313 $15,991 $12,952 $17,180 $16,165 $16,108 $20,659 $19,722 $21,626 $25,013 $26,905FEBRUARY $6,837 $5,192 $5,267 $5,778 $7,894 $8,176 $8,392 $11,024 $13,196 $12,831 $16,286 $15,175 $16,991 $17,982 $20,198 $18,643 $23,175 $23,124 $28,998 $31,067MARCH $6,756 $9,818 $9,219 $10,508 $11,295 $10,882 $11,090 $13,966 $15,637 $16,653 $17,568 $18,634 $18,893 $19,690 $22,039 $19,968 $16,900 $21,193 $21,902 $24,956APRIL $15,439 $15,853 $15,959 $17,658 $19,907 $20,732 $22,410 $25,853 $24,273 $23,872 $30,233 $32,109 $31,495 $35,153 $35,492 $30,906 $33,435 $33,238 $37,764 $38,095MAY $21,358 $23,504 $25,680 $27,946 $28,755 $29,878 $33,197 $36,027 $38,991 $33,711 $44,135 $45,513 $47,801 $45,869 $50,475 $45,457 $49,848 $49,119 $52,522 $56,793JUNE $36,917 $36,935 $44,338 $47,604 $47,942 $48,520 $52,428 $60,800 $61,350 $64,352 $72,505 $77,565 $79,214 $86,400 $83,669 $83,739 $76,897 $80,196 $84,588 $97,530TOTAL $273,081 $298,351 $316,361 $327,241 $359,357 $375,764 $394,714 $436,568 $463,530 $478,336 $521,630 $568,835 $609,175 $620,413 $621,492 $612,407 $603,724 $614,089 $653,129 $704,847

4% 07 -08 08 -09 09 -10 10 -11 11 -12 12 -13 13-14 14-15 15-16JULY $119,444 $159,495 $137,569 $145,990 $135,198 $137,947 $133,263 $142,655 $166,306AUGUST $99,841 $131,497 $117,782 $100,236 $93,646 $103,431 $116,162 $126,898 $125,654SEPTEMBER $79,311 $87,440 $91,141 $89,438 $95,843 $90,510 $94,870 $95,747 $118,307OCTOBER $110,003 $132,396 $133,849 $134,624 $130,581 $136,495 $142,155 $151,235 $166,228NOVEMBER $46,439 $55,182 $43,621 $42,659 $47,080 $53,005 $60,419 $67,636 $81,833DECEMBER $39,365 $53,605 $54,350 $55,330 $50,958 $53,897 $58,161 $66,898 $64,892JANUARY $39,259 $41,875 $32,049 $38,460 $35,651 $34,897 $37,531 $42,020 $52,924FEBRUARY $41,147 $36,774 $35,892 $32,692 $36,109 $37,176 $38,257 $45,762 $55,888MARCH $31,274 $27,539 $24,597 $25,977 $29,368 $37,277 $36,329 $35,662 $53,782APRIL $49,773 $45,245 $41,406 $40,432 $41,440 $45,647 $53,249 $53,250 $70,257MAY $89,153 $70,170 $66,649 $74,350 $75,488 $93,520 $88,787 $99,318 $101,839JUNE $134,730 $111,445 $110,512 $113,614 $119,172 $131,194 $134,102 $135,308 $157,368TOTAL $879,739 $952,663 $889,417 $893,802 $890,534 $954,996 $993,285 $1,062,389 $1,215,278

The History of the Occupancy Tax - 1984 - Present The 2014 - 2015 year marked the first year the HCTDA collected over one million in occupancy tax. The trend continued into 2015 - 2016 with over 1.2 million collected.