Table of Contents. Smith Travel Research (STR), Segmentation Trend for North Carolina 3 Visitor Profile. Tourism Department

Transcription

1 March 2017

2 Table of Contents Smith Travel Research (STR), Segmentation Trend for North Carolina 3 Visitor Profile Statistics 4 Reason for Visiting 5 Visitor s Interests 6 Sales Department Meeting and Sporting Event Solicitation Activity 7 Score Card 8 Communications Department Event Listings 9 Social Media 10 Publicity 11 Score Card 16 Tourism Department New Products 17 Trade Shows 18 Score Card 19 Visitor Services Department Statistics 20 Score Card 21 Everything Begins with a Visit 22 2

3 Smith Travel Research (STR) Segmentation Trend for North Carolina 3

4 Visitor Profile Does not include Cumberland County Residents Includes all 5 sources: Attractions, Electronic Kiosks, Hotels, Online and Visitor Center Walk-Ins. 1. Visitors to Cumberland County were from the following states: North Carolina 24.19%, Florida 7.88% and New York 6.94%. 2. The visitors reason for visiting was Visit Friends/Family 24%, Vacation 14% and Business with Military 13%. 3. The top areas of interest were Museums 13%, Dining 12% and Historical Sites and Arts & Entertainment 11%. 4. On a scale of 1-5 for visitor experience with 5 being the best, the overall visitor average score was

5 Visitor Profile What is their reason for visiting? Does not include Cumberland County Residents 8% 4% 3% 1% 0% 23% 10% 24% 14% Visit Friends/Family Vacation 13% Business with Military 12% Business 12% 14% 12% 10% 8% Traveling Through Specific Attraction Other 4% Events/Festivals 3% Relocation 12% 13% 1% <1% Convention/Reunions Hurricane Matthew 5

6 Visitor Profile What are their interests? Does not include Cumberland County Residents 4% 4% 3% 3% 2% 13% 13% 12% Museums Dining 6% 12% 11% 11% Historical Sites Arts & Entertainment 7% 8% 8% Military Sites Events/Festivals 8% 11% 8% 7% 6% Shopping Outdoor Recreation Deals & Packages 4% Nightlife 8% 8% 11% 4% 3% 3% Kid Friendly Activities Spectator Sports Golf 2% Other 6

7 Sales Department Meeting and Sporting Event Solicitation Activity 7

8 Sales Department Score Card 8

9 Communications Department The FACVB Team Placed 204 Event Listings 9

10 Communications Department Social Media Stats Outlet Followers Posts Engagement Twitter 2, Clicks, Retweets, Replies Facebook 6, Likes, Comments, Shares Instagram 1, Likes, Comments 10

11 Up & Coming Magazine March 8 Be a Hometown Hero March 22- Tournaments Win Big Communications Department 6 Pieces of Publicity Generated Sports Events South Site Selection Guide 11

12 Eat, Play, Rock LaFayette Exhibit/LaFayette Trail Communications Department 12

13 Traveling Praters Planning a Trip to Fayetteville Things to Do in Fayetteville Social Media Communications Department Posts: 19 Tweets, 13 FB Posts, 3 Instagram Posts Followers : 4K FB, 17K Twitter, 18.5K IG 13

14 Communications Department Cheap Is The New Classy Influencer Visit Social Media Recap Twitter 16 Tweets to 41,500 Followers * Retweeted 590 times. Sample: Instagram/ 18 posts 9950 followers likes, comments and shares. Sample: Facebook/ 2 posts w/15 pictures sent to 24,142 followers. 159 likes, comments and shares Sample: 14

15 Communications Department Don 411 America s Favorite Fighting Frenchman 15

16 Communications Department Score Card 16

17 Tourism Department New Product In March, the Tourism Department completed the consolidation of two rack cards one that promotes Exit 49 and the other the Mall area. The brochures will be displayed at the Interstate Plaza on I-95 in Delaware. 17

18 Tourism Department Tradeshows Attended From March 25-26, Sales Manager Jessica Bennett traveled to the Travel & Adventure Show in Philadelphia to promote Cumberland County to nearly 13,000 attendees. 381 attendees registered to win one of two travel packages that Jessica developed for the show. 18

19 Tourism Department Score Card 19

20 Visitor Services Department Busy Month in Visitor Services! Fulfilled 21 Group Service Requests Includes internal FACVB requests, walk-ins, meetings, etc. Distributed 3,057 Visitor Guides To area hotels, welcome centers, visitors, FACVB advertising and visitor generation, AAA offices and others. Handled 934 Visitor Inquiries Via: phone, walk-ins, web at three Visitor Centers both local and out-of-town visitors 20

21 Visitor Services Department Score Card 21

22 Thank you! Everything Begins With a Visit > Economic Impact of $ million > 4,400 jobs with a $93.59 million payroll > State and Local Taxes of $37.80 million: a $ tax savings to each county resident 22