LEGISLATIVE UPDATE, TOURISM ALLIANCE PARTNERSHIP DANA BOHN Legislative Session

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2 LEGISLATIVE UPDATE, TOURISM ALLIANCE PARTNERSHIP DANA BOHN 2017 Legislative Session Maintain $13.3 M for Tourism Division Includes one-time funding $1 M regional marketing $257,000 international marketing $750,000 for tourism infrastructure grants Gov. Budget $10.1 M - 12% plus one-time = 23% Senate maintained, House added $815,000

3 Dana Bohn, Executive Director North Dakota Tourism Alliance Partnership PO Box 2599 Bismarck, ND

4 ND TOURISM UPDATE SARA OTTE COLEMAN Who makes up travel and tourism? 2,785 tourism businesses registered with Secretary of State, including 12 new in ,002 entities offer experiences on NDTourism.com 425 total hotels, including 25 new ones since 2013 Dozens of nonprofit agencies Events and Festivals DMOs State, County, Federal Providers: Parks, Museums, Lakes

5 SARA OTTE COLEMAN Tourism Benefits North Dakota We are passionate about improving the image of North Dakota and attracting more non-resident visitors and their dollars! ECONOMY revenue generating BUSINESS DEVELOPMENT WORKFORCE ATTRACTIVE COMMUNITY STABILITY SOCIAL - PRIDE

6 Budget Updates $2,422,643 budget reduction down 18% Grants Research Sponsorships Creative Photography and Production Paid Media Travel

7 NEW TOURISM BUSINESSES DEAN IHLA

8 ROI RESEARCH FINDINGS HEATHER LEMOINE

9 ROI RESEARCH FINDINGS HEATHER LEMOINE Market TV Print Digital Outdoor Sponsorship Total Minneapolis $387,440 $163,066 $116,622 $145,710 $109,510 $922,349 Milwaukee $180,935 $73,626 $59,947 $87,826 $25,798 $428,132 Madison $98,973 $20,035 $25,756 $11,084 $155,847 Green Bay $98,338 $15,537 $29,319 $12,618 $155,812 Duluth $58,402 $7,373 $11,001 $12,990 $89,766 MN, WI, IL $34,775 $368,542 $126,995 $530,312 Chicago $152,802 $231,772 $384,574 Manitoba $96,780 $158,499 $80,124 $335,403 Saskatchewan $58,127 $40,775 $70,228 $169,130 Total $1,013,770 $1,000,255 $751,764 $233,535 $172,000 $3,171,325

10 ROI RESEARCH FINDINGS HEATHER LEMOINE $3,171,325 marketing investment $328.3 million influenced visitor spending $18,711,659 taxes generated $104 return on investment $5.90 tax ROI

11 ROI RESEARCH FINDINGS HEATHER LEMOINE Full report includes: Market insights Media insights Creative insights

12 ROI RESEARCH FINDINGS HEATHER LEMOINE Market insights Minneapolis and Duluth are the U.S. markets most familiar with North Dakota vacation offerings Manitoba is the Canadian market most familiar and likely to visit our market image is also the highest among Manitoba consumers Recall by Market 70% 60% 50% 40% 30% 20% 10% 0% Minneapolis Milwaukee Madison Green Bay Duluth MN, WI, IL Chicago Manitoba Saskatchewan Domestic Canadian 1,200,000 1,000, , , , ,000 0 Recall Aware HHs

13 ROI RESEARCH FINDINGS HEATHER LEMOINE Media insights Recall by Media Media Overlap 39% 41% 33% 35% 0% 10% 20% 30% 40% 50% 60% 23% 21% 22% Domestic 17% 17% 7% 4% NA Canada 25% 14% 15% TV Print Digital Outdoor Domestic Canada One Two Three Four

14 ROI RESEARCH FINDINGS HEATHER LEMOINE Creative insights Communication Ratings With a rich history 4.0 With unique offerings 3.8 With rugged landscapes 4.2 That gives you a sense of adventure 4.0 With a variety of experiences 3.9 That can provide legendary experiences 3.8 Average Good (top 25%) Excellent (top 10%)

15 ROI RESEARCH FINDINGS HEATHER LEMOINE Creative insights Josh Duhamel is... Familiarity with Josh Duhamel 56% 53% 50% Authentic Canada 4.0 Domestic 4.0 Ad Aware 4.2 Believable Canada 4.1 Canada Domestic Ad Aware Domestic Ad Aware A great spokesman for North Dakota Canada Domestic Ad Aware Average Good (top 25%) Excellent (top 10%)

16 ROI RESEARCH FINDINGS HEATHER LEMOINE Impact of the Advertising Positive impact on the image of North Dakota Impact on the likelihood to visit Three most-likely markets Manitoba Chicago Saskatchewan Impact on information gathering Impact on trips especially incremental travel Impact on repeat visitation

17 A Preview to Tomorrow HEATHER LEMOINE Economic Impact of Travel What is our visitation trend? What does visitation mean for employment? What county led all others in growth of visitor spending? What Computing Devices Tell Us How many travel ads have popped up on your phone?

18 Public Relations KIM SCHMIDT PR FAMS success! Hosted 25 media trips resulting in 325 story placements in 2016!

19 Social Media KIM SCHMIDT FREE Partner Opportunities on #MWTravelChat - Midwest Travel Chat May 3 11AM (North Dakota Feature) #RealAmericaChat First Wednesday of every 9AM #TRLT - The Road Less Traveled every 12PM #TravelTuesday #PrairiePlaces

20 Social Media May Contest KIM, TRICIA & SCOOTER

21 Digital Updates SCOOTER PURSLEY Partner Access Tutorial Partner Listings City Pages Updates Over 8,000 visits to the events page Over 7,000 visits to the places to stay page Over 5,000 visits to the cities/regions page

22 Digital Updates TRICIA MILLER Content for Lists Links within articles First quarter 2017, had over 170,000 visits to the website. First quarter 2017, had over 370,000 pageviews to the website. Average length of visit is just under 2 minutes.

23 NEW Media Room NEW International Page Brochure Fulfillment Update

24 INTERNATIONAL RESULTS FRED WALKER Two Stories: 1.5 million circulation - $101, ad value

25 3,600 pre-scheduled appointments connecting over 40 international tour operators from 10 different countries with over 80 regional destinations, attractions and accommodations (18 from North Dakota).

26 PARTNERSHIPS/RESULTS DEANNE CUNNINGHAM Partnerships = Results Growing by numbers: 2015 vs. 2016: Partnerships Make Us Stronger 2015: 115 Tour Companies Reported Numbers 3,957 Tour Guests 196 Overnights 25 New Tours = 42 Overnights, $168, : 232 Tour Companies Reported Numbers 5,412 Tour guests 357 Overnights 27 New Tours = 69 new overnights, $276,000

27 Beach Belcourt Belfield Beulah Bismarck Bottineau Bowman Carrington Cavalier Cooperstown Crosby Devils Lake Dickinson Dunseith Edgeley Elgin Esmond Fargo Flasher Fort Ransom Fort Totten Fort Yates Garrison Gladstone Grand Forks Hankinson Harvey Hatton Hague Hazen Jamestown Kenmare Killdeer Langdon LaMoure Linton Mandan Medora Minot Mooreton Mountain New Leipzig New Rockford New Town Oakes Parshall Pembina Regent Richardton Riverdale Rugby Rutland St. Anthony Stanley Stanton Steele Strasburg Tioga Underwood Valley City Velva Wahpeton Walhalla Washburn Watford City West Fargo Williston Wimbledon Wishek Zeeland These North Dakota towns welcomed groups in 2016!!!

28 OUTDOOR SPORTSHOW PARTNERSHIPS MIKE JENSEN 7,442 sportshow attendees stopped by the North Dakota booth at shows in Chicago, Omaha, Milwaukee and Minneapolis.

29 OUTDOOR MEDIA PARTNERSHIPS/RESULTS MIKE JENSEN

30 North Dakota Non-Resident Fishing License Sales , , , , , ,000 20,000 30,000 40,000 50,000 60,000 70,000

31 VISITOR FULFILLMENT TAMMY BACKHAUS Rest Area Statistics Almost 5,000 cars per day, an estimated 2.7 million visitors One Fulfillment Increased orders Kits: Western, Central and Eastern Regions, Scenic and Outdoor, Golfing, Birding, Hunting/Fishing

32 PHOTOSHELTER CASSIE THEURER

33 Commissioner Jay Schuler Started his first company in college and has launched 15 startup companies Giant Sunflower Seeds Richland IFC Ag America Network Extensive International Business Travel

34 Department of Commerce Priorities: Governor s Main Street Initiative Attracting a skilled workforce Diversifying North Dakota s economy Entrepreneurship UAS Tourism

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