Spring 2016 Member Briefing

Transcription

1 Spring 2016 Member Briefing

2 Welcome places2040 Scott Standish 2016 Sales 2016 Marketing & PR Strategic Plan update Member input Wrap-up and questions places2040 exercise Agenda

3 places2040 Scott Standish

4 Sales Update & STR Report

5 8 Trade Shows Sales Department Activity to Date 200 Appointments 4 Marketplaces 44,000 people Sales Missions May International CVB Sales Mission to London, Dublin, and Scotland with over 100 appointments FAMs May Brand USA Mega FAM with 16 International Tour Operators Client Events May Client Event in Philadelphia with 25 Meeting Planners in partnership with LLAMA

6 STR Report YTD through March Occupancy 0.8% ADR 3.8% RevPar 4.7% Supply 3.1% Demand 3.9% Revenue 7.9%

7 STR Report March MTD Occupancy 4.8% ADR 3.2% RevPar 8.1% Supply 3.1% Demand 8.0% Revenue 11.5%

8 Marketing & Public Relations

9 Summer Media Strategy Concentrate efforts in Philadelphia, New York; minimal focus in HLLY Focus on high impact media Online Video will replace TV as an awareness driver Social Media will build momentum and encourage likes and sharing Key billboard locations will maintain a larger presence in Philadelphia

10 Online Video Online video will include our :30 spot, as well as both :30 and long form #DiscoverItForYourself videos These will be played on: YouTube Trip Advisor Hulu+ Social Media channels

11 #DiscoverItForYourself Created in response to our focus groups Showcases various offerings in the County Video content is critical Possible wide-spread use across industries

12 Social Media Social Media and Billboards Pinterest custom promoted content Instagram & Facebook photo ads, retargeting consumers, video ads Billboards to include our everything you expect, and everything you didn t message

13 International Guide Guide targeting international visitors Translated into Mandarin, Spanish, French and German Distributed in our Visitors Center, international tradeshows, FAMs and sales missions, mailed to receptive operators nationally, and posted to our website

14 PR Results Through March, coverage worth $1.4M and garnering 180+M consumer impressions Recent coverage in outlets like USA Today, NBC-4 Washington, Philadelphia Magazine, New York Times, Long Weekends (OH), BBC- TV (UK), Conde Nast Traveler, and Baltimore Sun Media visits with 12 journalists in NYC in April, as well as with 18 writers at latest MATPRA Media Marketplace 7 visiting travel journalists hosted thus far this year Completed a full update of the Press Room section on our website

15 Strategic Plan Update

16 Strategic Plan Update Build community, member, and political support for the value of tourism in Lancaster County and the efforts of Discover Lancaster Further define the brand and determine the most effective way to communicate it to our target audience Develop a diverse range of funding streams to ensure the financial viability of the organization

17 Membership Input

18 Clicker Etiquette If you are kind to your clicker, it will be kind to you. Clicking over and over again is not necessary, but if helps with your anxiety by all means do it. You do not need to point your clicker at the screen; but if it makes you feel better, by all means do this. The last item you click will be your final vote; so you can change your vote. Do not take your clicker home; first, it will not work; second, it will miss E4!

19 Where does tourism rank as an employer in A. 1 st B. 2 nd Lancaster County? 47% C. 3 rd D. 4 th E. 5 th 25% F. 6 th 13% G. 8 th H. 10 th 8% 5% 1% 0% 0% 2% I. I don t know 1st 2nd 3rd 4th 5th 6th 8th 10th I don t know

20 TOURISM: 5 th largest employer in county Private-Sector Employment Ranking Lancaster County Rank Industry Health Care and Social Assistance 36,800 2 Manufacturing 36,000 3 Retail Trade 25,753 4 Professional and Business Services 23,400 5 Tourism 15,909 6 Mining, Logging, and Construction 13,700 7 Wholesale Trade 13,400 8 Food Services and Other Accommodations 10,283 9 Other Services 9, Transportation and Utilities 7, Financial Activities 6, Arts, Entertainment, and Recreation 3, Educational Services 1, Information (e.g. publishing, telecom) 1,200 Source: Bureau of Labor Statistics, Tourism Economics

21 How much did Lancaster County tourism contribute in state and local taxes? A. <$100M 31% B. $130M C. $150M D. $170M 16% 17% 19% 13% E. $190M 4% F. >$200M <$100M $130M $150M $170M $190M >$200M

22 Without this contribution, each Lancaster County Household would pay on average roughly X amount in state and local taxes annually: A. $250 36% B. $500 28% 26% C. $750 D. $1,000 10% $250 $500 $750 $1,000

23 Tourism generates substantial gov t revenue Lancaster County tourism sector supported $188.6 million in state and local taxes. Without this contribution, each Lancaster County household would, on average, pay an additional $972 in state and local taxes annually.

24 How do you define tourist? (select all that apply) A. People from other countries B. People from other states C. People from out state D. People from our regional area E. People from Lancaster County F. Other People from other states People from other countries 19% 21% 20% 19% People from out state People from Lancaster County People from our regional area 12% 10% Other

25 To what extent should Discover Lancaster promote Lancaster to residents of the county? A. I don t 45% B. Small C. Moderate 24% 21% D. Good E. Great 1% 8% I don t Small Moderate Good Great

26 Select each phrase that relates to a DMO A. Promotes an area in order to increase the number of visitors B. Promotes the development and marketing of a destination, focusing on tourism, on tourism marketing and services C. Charged with representing a specific destination and helping the long-term development of communities through a travel and tourism strategy D. They are an unbiased resource E. Serve as a tourism economic development agent that assists in increasing an area s income and employment and enhancing the quality of life for its residents F. Other 24% 23% 21% 18% 11% 4% Promotes an area in order to inc... Promotes the development an... Charged with representing a spe... They are an unbiased resource Serve as a tourism economic de... Other

27 Select the 2 phrases on which the most impactful DMOs focus (choose 2) A. Promotes an area in order to increase the number of visitors B. Promotes the development and marketing of a destination, focusing on tourism, on tourism marketing and services C. Charged with representing a specific destination and helping the long-term development of communities through a travel and tourism strategy D. They are an unbiased resource 32% 35% 29% 4% Promotes an area in order to inc... Promotes the development an... Charged with representing a spe... They are an unbiased resource

28 To what extent do you support Discover Lancaster s vision to be the premier Destination Marketing Organization in the Northeast A. I don t B. Small C. Moderate D. Good E. Great 7% 17% 40% 35% 1% I don t Small Moderate Good Great

29 To what extent do you support Discover Lancaster s mission to stimulate economic growth throughout Lancaster County by attracting visitors and inspiring them to discover our unique destination A. I don t B. Small C. Moderate D. Good E. Great 46% 39% 11% 1% 4% I don t Small Moderate Good Great

30 What do you believe is Discover Lancaster s brand? A. Discover Lancaster B. The Amish and farmlands C. The Expected and Unexpected D. Don t Know E. Other 21% 20% 49% 8% 2% Discover Lancaster The Amish and farmlands The Expected and Unexpected Don t Know Other

31 Discover Lancaster s Brand Discover the expected and the unexpected

32 Select every item below that is considered the Expected A. Amish & Farmlands B. Outlets C. Lancaster City & Walkable Towns D. Natural Resources/Outdoor Recreation E. Fine Dining F. Breweries & Wineries G. Dutch Wonderland H. Sight & Sound I. Shady Maple J. Other 20% 16% Amish & Farmlands Outlets Lancaster City & Walkable Towns 5% 15% 17% 13% 4% 4% 3% 3% Natural Resources/Outdoor Rec... Fine Dining Breweries & Wineries Dutch Wonderland Sight & Sound Shady Maple Other

33 Select every item below that is considered the UNexpected A. Amish & Farmlands B. Outlets C. Lancaster City & Walkable Towns D. Natural Resources/Outdoor Recreation E. Fine Dining F. Breweries & Wineries G. Dutch Wonderland H. Sight & Sound I. Shady Maple J. Other 0% 0% 23% Amish & Farmlands Outlets Lancaster City & Walkable Towns Natural Resources/Outdoor Rec... 20% 25% 24% 0% Fine Dining Breweries & Wineries Dutch Wonderland 0% 2% Sight & Sound Shady Maple Other 6%

34 Recognizing that Discover Lancaster has traditionally promoted The Expected, to what extent do you believe promoting The Unexpected is critical to tourism growth in the county? A. Not important B. Small C. Moderate D. Good E. Great 4% 6% 21% 26% 44% Not important Small Moderate Good Great

35 Marketing which aspect of Lancaster County do you think will result in the most significant increase in tourists? A. Come and experience The Expected B. Come and experience The Unexpected C. Come and experience The Expected and The Unexpected 7% 21% 72% Come and experience The Exp... Come and experience The Un... Come and experience The Exp...

36 Which statement do you believe is critical to increasing tourism in the future? 68% A. Come and experience The Expected B. Come and experience The Unexpected C. Come and experience The Expected and The Unexpected 5% 27% Come and experience The Exp... Come and experience The Un... Come and experience The Ex...

37 Which statement best represents what you believe Discover Lancaster is responsible for accomplishing? A. Serve our members and do everything possible to help them be successful B. Bringing tourists to the county so you can bring them to your business C. Stimulate economic growth throughout the County D. Help get tourists to your business E. Other 13% 64% 16% 5% Serve our members and do ever... Bringing tourists to the county s... Stimulate economic growth thr... Help get tourists to your business 2% Other

38 Do you believe Discover Lancaster should be: A. Member-focused B. Mission-focused (to stimulate economic growth throughout Lancaster County by attracting visitors and inspiring them to discover our unique our destination) C. Vision-focused (become the premier destination marketing organization in the northeast) 8% 76% 16% Member-focused Mission-focused (to stimulate... Vision-focused (become the p...

39 To what extent do you believe that Discover Lancaster must pursue new and different funding strategies to generate additional revenues to remain competitive with other DMOs? A. I don t B. Small C. Moderate D. Good E. Great 55% 22% 19% 5% 0% I don t Small Moderate Good Great

40 To what extent do you support the idea of Discover Lancaster expanding its role to partner with other organizations in the county to support and promote economic development? A. I don t B. Small C. Moderate D. Good E. Great 47% 25% 20% 7% 1% I don t Small Moderate Good Great

41 Is your business located in the county or city? A. County B. City 81% 19% County City

42 Please select your membership category A. Associate Member 44% B. Attractions C. Dining 30% D. Lodging 17% E. Shopping F. Weddings/Meeting Venues 2% 5% 1% Associate Member Attractions Dining Lodging Shopping Weddings/Meeting Venues

43 Questions/Comments

44 Thank you Please save the date for these upcoming events: May 16: EZAcademy Training: Online Marketing May 24: Member Mixer at Strasburg Rail Road June 14: 2 nd Quarter Sales Meeting June 22: Member Mixer at DoubleTree Resort by Hilton, Lancaster August 9: Member Mixer at Cherry Crest Adventure Farm August 17: Member Orientation