DIRECTOR S REPORT December/January 2011/12

Transcription

1 DIRECTOR S REPORT December/January 2011/12 MEDIA/MARKETING 1. TC Selected for Virginia Tourism Corporation NY Media Blitz 3 rd time in our six year history, TC pitched VTC and was selected to be part of its Virginia is For Lovers New York Media Blitz, March Only 12 Destination Marketing Organizations were selected from across the state to meet one-on-one with the editors of top media outlets to pitch story ideas from their regions and gain valuable contacts in the New York media market. Previous TC participation resulted in over million dollars in free advertising including ES placements in NY Times, NY Post, Travel & Leisure, and Budget Travel etc. Story pitches by director included but not limited to: Foodies category: Tangier Island Table, Eastern Shore: Nature s Oyster Bar pairing regional oysters and wines, and Cooking in the B&B Kitchen. Long lead pitches: 20th Annual ES Birding Festival, the 10 th Annual Open Studio and Vineyards Tour, Chincoteague s Lighted Horseshow Drop and New Year s Polar Pony Plunge. Family fun: Chincoteague Island: Nostalgic and Sweet as Saltwater Taffy, Kayak Clamming Tour, and Marsh Mud Included: Marine Science Consortium. Wow factor: Rocket Launches, the ES s first time participation in OpSail 2012 Virginia with three affiliate ports, and Tall Ships at Cape Charles: The Boutique Tall Ship Experience. Training Session in Richmond Feb. 29 th 2. Placements Include Spirit Magazine, Southwest Airlines Inflight magazine, VTC partnership, $30,000 value- free, 1/3 page ad for Sweepstake ad for 4 Night Stay on Virginia s Beautiful Eastern Shore. [VTC requested lower ES and Chincoteague location, C Chamber partnered] 3,000 daily flights magazine on airplanes for 31 days.[copy in meeting packets] Landmarks: Free full page advertorial/50 word listing as part of Coastal Virginia region thru CV Tourism Alliance. [TC is a member.] Landmarks is a hard cover visitor s guide book. This is Chesapeake Bay edition and distributed to approximately 7000 rooms in top hotels in and around Annapolis. Vacation Channel.com: Coastal Virginia has a video that incorporates footage of ES part of our membership in CVTA that would play on this

2 website for a year and in 16,000 hotel rooms in Coastal Virginia AKA Hampton Roads.[Beginning in late spring] About.com: Travel Southeast US Travel: ES Seafood: Aqua Restaurant and Cape Charles Coffee House in CC. [About.com 37.5 million monthly users] Restaurants.htm WTVR-Richmond: Space Burials/Space Tourism, director interview/quoted. Washington Post: Holly Run, Tangier Island 3. Media Tours VTC Family Fun/Foodies Tour : 1 Day April 16 th a journalists: Overnight in VA Beach 10-3pm ES b. 8:00 a.m. pick up at properties and depart for Eastern Shore c. Breakfast on bridge at Virginia Originals (VTC to pay) d. 10:00 a.m. 3:00 p.m. activities and lunch on the Shore e. ES Itinerary: Split into 2 groups: Family Fun and Foodies f. Family Fun: Kiptopeke Park: Tour of Lodges, beachfront, brief trail walk with naturalist, Seaside Island boat tour to learn about variety of family eco-tours, meet Cape Charles for lunch at Aqua including local wine tasting, tour of town beach & historic downtown g. Foodie Tour: See coffee roasting operation of ES Coastal Roasting Company, tour of clam/oyster operation, Meet in Cape Charles for lunch at Aqua including wine tasting, meet Pam Barefoot founder of Blue Crab Bay Company, Classic Coastal Cuisine and sample products. New York Post Writer: Was invited to above tour but wanted a more Ecotourism focus on birding so coming solo in Sept. to visit the ES and Virginia Beach. VTC Partnership-they are paying for flight. Director Pitched: 20 th Annual Birding Festival, 50 year Anniversary of Song Bird Banding/Research at Kiptopeke State Park, Migratory Bird/butterfly Flyway. Cross the Bay for Day Grant, Better Yet Stay: Tour [Proposed timeline early May] a. The Cross the Bay is a Northampton County initiative in part funded by VTC Marketing Grant.

3 b. Grant partners would provide van, food, lodging, and cocktail reception/dinner for regional writers. c. TC would provide staff time to: pitch/invite Hampton Roads media, assistant with coordinating tour, participate as tour guide for all or part of tour. Provide ES Media Kits. Possible Tour with S&R Media: Info being forwarded/ Feb Agenda with S&R available on conference call for questions. a. Approached by S&R Media who have a ES Client in the restaurant business to coordinate a Shore-Tour b. S&R would enlist their media contacts to bring writers to the ES, assist on setting up itinerary and participate in the tour itself. c. TC would be responsible for providing comps or providing funds for lodging, food, events and transportation: Transportation could include mileage to the region and/or airfare. d. S&R just worked with Fredrick County in 2011 for a 3 day media tour that included 15 writers. e. TC action item Feb. Meeting Bus Tour Magazine has asked that we provide an article on ES Bus Tour Opportunities. It goes beyond an itinerary to specific details bus tour operators need such as parking, waste disposal, etc. Deadline Feb. 27. Publishing date: May/June focus on Chesapeake Bay region. 4. ES Travel Guide 150,000 print and online version-only Shore-wide visitors guide Copy written by TC director, staff provides photos and coordinates design, VistaGraphics: Publishes, ad sales, printing, initial delivery Multi-faceted marketing tool: Foremost guide sent off-shore to increase visitation to Northampton and Accomack Counties through approx. 88 venues. All official Virginia Welcome Centers located at each state gateway, along with other welcome centers and AAA offices in 300 mile targeted market. The guide is also distributed at popular trade shows in New York City, Atlanta and Virginia Beach. The 57 page, user friendly travel guide covers a tour of the Shore from stem to stern, beachy keen bay and sea beaches, blasting off with upcoming rocket launches, the Shore s Wine Trail, the legend of the Chincoteague ponies, the Onancock-Tangier Ferry, how to unplug for family fun, Shore outdoors, and a map of the region. Purchased listings for lodging, restaurants, shopping and more round out the guide. New features include Shore Art-Shop It and Tall Ships at Cape Charles, along with the celebrations occurring on the Eastern Shore as the site of three OpSail 2012 Virginia Affiliate Ports.

4 The cover shot was seen in the 2011 Coastal Living Magazine eight page feature on the Eastern Shore and donated by photographer Chris Rogers. Enticing media to write Eastern Shore travel features is another important function of the guide. It is a key piece in media kits the Tourism Commission s ships during its annual media blitz. Guide is the only Eastern Shore guide available 24-7 at the Eastern Shore Welcome Center located at the northern Chesapeake Bay Bridge Tunnel rest facilities, and the Virginia Beach Welcome Center located at the CBBT s Sea Gull Pier. 5. ES Welcome Center: Update will be provided by Office Manager 6. Leads/PR Releases: Sent out a variety of PR releases leads in-house and from VTC 7. ES Travel Promotion at Virginia Beach Boat Show Feb 10,11,12 Was invited to piggy-back on Blue Crab Bay Booth at no booth cost to TC [Along with Cross the Bay for Day Grant Partners/Tall Ships At Cape Charles] ES Travel Guides handed out and discussed with public TC had 2 WC Volunteers assist on Sun., reimbursed tolls/mileage/lunch Initial reports from BCB very busy. Update to follow. 8. Possible Future Opportunities: Meridian Marketing Firm: Report by Vice Chair & Director Feb. Meeting Video on Vacation Channels.com in 16,000 rooms Coastal Virginia Hotels [aka Hampton Roads] and on web. Presenter at Feb TC Meeting. Media Tour with S&R Media: See Tours above ADVERTISING IN-HOUSE/REVEUNE PRODUCING 1. Biggest Revenue Action: Funding from Northampton County solidified with Occupancy Tax Ordinance Amendment in Jan. Thank you to Commissioners Burden & Evans, VTC Lynne Lochen for joining director for several meetings with county officials to provide info, answer questions about TC s impact on increased tourism revenue for the county/shore. Director notified key stakeholders who spoke in support of the continued dedication of funds for the TC at the NC Public Hearing in Jan. Speakers: Representatives from Northampton County Chamber, Cape Charles Business Association, ES Artisan Guild Tourism Chair, ES and Cape Charles B&B Associations, Bay Creek s CEO, Manager of Sunset Beach

5 Resort, 2 shop owners representing 3 Cape Charles businesses, and VTC s Lochen. NC voted unanimously to amendment the ordinance to reflect dedicated funding of the TC rather than toward general tourism activities. 2. E-Blasts 2012 Web Links: Joint staff effort streamlined by Office Manager Web Link revenue 2010 $2250 [45 sold] increased to $2,700 in 2011[53] 3. Weather Monitor at ES Welcome Center: Newest Advertising Opportunity at WC 18 inches by 6.5 inches advertising space. Popular viewing spot at WC Purchased for annual fee $400, Little Italy Restaurant Purpose of this and other WC advertising: help defray operating costs and provide a variety of promotional opportunities at various price points for ES venues. 4. Proposed Test Project/Selling Items at WC: Office Manager still gathering information for a full report March meeting. Director has received approval from CBBT Director Jeff Holland for sale of hats and lapel pins. 400 ES hats currently in stock. PARTNERSHIP/OUTREACH 1. VTC Tourism Strategy Study with PricewaterhouseCooper LLC: ES meeting Feb. 22 nd, Wachapreague Provided ES Tourism Contacts for Invitations: VTC made final selection Set up meeting space/logistics for meeting Director asked to participate in one-on-one interview after general meeting. 2. Coastal Virginia Tourism Alliance Video/ Ad [See Media/Marketing Placements] Director is now on CVTA s Value of Tourism Committee where major marketing strategies are formulated. 3. Spirit Magazine Ad [See Media/Marketing Placements] 4. Agri-tourism Conference [See Special Projects below] 5. Tayloe Murphy ES Project: Small, key group of ES reps including county administrators and led by ES Community College. Emphasis on utilizing entrepreneurships as basis of economic development in rural regions Attended monthly meetings. Heard presentation from Central Green. Group still looking for a project focus. 6. Northampton County Grant: [See Marketing/Media Tours] 7. Northampton County Comprehensive Plan Review Stakeholders Committee Director asked to be on committee for tourism

6 8. Temple University: ES of Virginia Tourism Innovation Network Survey: Purpose: To learn more about how social networks-collaboration between tourism partners-- affects innovation within tourism destinations. ES was one of four tourism destinations studied: Cape May in NJ, Elkhart County, in Indiana, and Indiana Dunes in Indiana. Study completed but not published. Study will be provided to TC in packets and/or ed. 9. Tall Ships At Cape Charles/OpSail2012 Virginia Affiliate Port [See Special Projects below] 10. OpSail2012 Virginia- Affiliate Ports: Onancock/Tangier [See Special Projects below] 11. ES Wildlife Refuge Military History Project: Bringing gun turret back to the old WW11 Bunker. Organized Jan. meeting with key lower -Shore stake holders to hear presentation from Refuge project coordinator Allan Stanz. Providing contacts for other such presentations such as CBBT, Rotary, Chambers 12. Keeping local press updated Resulted in articles in ES News on WC hitting half million visitation, ES Northern Gateway Sign, ES News Editorial: Tourism Jump Helps Virginia ES 13. Facilitating a meeting with town of Oyster stakeholders with TC and VTC Lochen to discuss the village s tourism vision at request of Oyster partners. Date TBA SPECIAL PROJECTS 1. Tall Ships At Cape Charles/OpSail2012 Virginia Affiliate Port TC Facilitating partnerships and promoting events for tie in with OpSail2012 Virginia Highlighted in 2012 ES Travel Guide Placed on ES WC Kiosk Paid photographer to take sail on last year s Tall Ship Kalmar Nyckel for use in OpSail promotion Set up initial meeting with Tall Ships At Cape Charles director with CEO of Bay Creek Resort & Club- key stakeholder. Set up initial meeting with Bay Creek Railway director, Bay Creek CEO and Eastville town representative to secure Excursion Train for Eastville s historic events tied in with Tall Ships At Cape Charles. Attend Tall Ships At Cape Charles Steering Committee Meetings and OpSail2012 Virginia meetings when appropriate.

7 Pitched for inclusion in VTC Media Blitz. Will pitch during NYC event. 2. OpSail2012 Virginia- Affiliate Ports: Onancock/Tangier Had initial meeting with Onancock reps and Tangier rep to begin discussion of possible events. Spoke at Onancock Town Council in support of event. Facilitating efforts between Onancock and Cape Charles for mutually beneficial partnerships. Promoting in same venues as Tall Ships At Cape Charles as event info becomes available. [Currently details not confirmed] 3. ES Agri-Tourism Conference: Partnership with Extension Agents, State Virginia Ag. Rep and Virginia Ag. ES Marketing Specialist. It was decided by partners to make this part of the annual ES Agriculture Conference held each Jan. Director will work closely with Accomack County Extension Agent Theresa Long who will head the program with TC. Low key approach will be taken to introduce the idea to the local farming community. If there is an interest subsequent Agri-tourism workshops may be planned in future. BRAND PROMOTION 1. Director requested that ES Festivals Organization utilize regional brand on all marketing materials, etc. They voted to do so. [ES Festivals is currently running the ES Birding Festival and Tall Ships At Cape Charles.] 2. After requests from small cottage industries the TC has ordered more small labels with ES Logo for use by those who make a limited amount of product such as artisans and honey producers. 3. Currently 29 rack cards at ES Welcome Center utilized regional logo. [Those that do get an additional rack card space] 4. Staff currently looking into purchasing small ES banners to provide ES Companies that do trade shows and currently distribute ES Travel Guides there such as Chatham Vineyard and Blue Crab Bay. Will provide update at March meeting. OTHER ISSUES: 1. An invitation from VTC CEO Alisa Bailey for Tourism Stakeholder Meeting outside Richmond with Governor Robert F. McDonnell, U.S. Secretary of the Interior Ken Salazar, and National Park Service Director Jon Jarvis Attended with Chairman Potts and were joined by Chincoteague Mayor, Chincoteague Chamber Director and president and VTC Commissioner Donna Mason.

8 Opportunity for comments and face-to-face remarks regarding the critical beach access issue on Chincoteague National Wildlife Refuge. Chairman will give report at Feb Meeting. 2. Staff is awaiting paperwork from the counties regarding the TOT Ordinance Amendment. 3. We are pleased to announce that Accomack County unanimously approved one of the TC s two recommended appointments to the TC, replacing retiring commissioner Bob Lentz We welcome to the TC, Denny Crockett, owner of Hilda Crockett s Chesapeake House [historic restaurant/lodging] and operator of a Tangier Island Waterman Tour Boat. Staff Development: 2012 VTC Visitor Centers Seminar: The New Future, Norfolk March 22, 10-3pm. TC is sending WC Manager, Office Manager who coordinates the WC, and director. [$60 each] OpSail 2012 Virginia Overview 9:50 a.m Civil War 150 History Mobile & Virginia by the Way Program Learn how utilizing these programs can benefit your locality and promote visitation to your centers. Get on the LOVE Train The Virginia is for Lovers brand is stronger than ever, supported by the popular LOVE campaign. Learn about the two new opportunities for partners to get on "the love train". Visitor Centers: Thing of the Past or the New Future? From touch screen technology to ticket sales, today's evolving visitor centers are finding fresh ways to draw in visitors. Learn how centers are being retooled and extending beyond the walls of the building. Facebook: Visit Eastern Shore Virginia snapshot VISIT Eastern Shore, Virginia New Likes Talking About This Weekly Total Reach % 1, % See All Insights Promote Page MEETINGS/EVENTS: ATTENDED:

9 January 1. CVTA Value of Tourism Committee 2. Cross the Bay Grant Partnership 3. ES Birding Festival 4. Northampton County BOS- TOT Ordinance Amendment 5. CTVA Meeting 6. Tayloe Murphy ES Project School ES Group 7. Tall Ships At Cape Charles: Packaging/Sponsorship Joint Meeting 8. Agri-tourism meeting with Accomack Farm Bureau 9. Northampton County Comprehensive Plan Community Input: Eastville Meeting 10. ES Wildlife Refuge Big Guns Project February 1. Tourism Stakeholder Meeting with Governor Robert F. McDonnell, U.S. Secretary of the Interior Ken Salazar, and National Park Service Director Jon Jarvis with Chairman Steve Potts 2. Tall Ships at Cape Charles Steering Committee 3. Cape Charles Town Council Meeting for update 4. Meridian Media with Vice Chair Lisa LaMontagne 5. Tayloe Murphy ES Project 6. Northampton County Comp Plan Input: Lower County 7. Onley Town Council: Vice Chair LaMontagne attended in director s absence. TC invited to present information on regional signage. Councilman Dawn Dize had discussed issue with former Commissioner Lentz. UPCOMING: As of 2/12 1. Chincoteague Community Partners 2. NASA Wallops PR Tour/Update 3. Conference Call Meridian Media with Vice-Chair 4. TC Workshop/Monthly Meeting 5. OpSail 2012 Virginia marketing meeting: Norfolk 6. Virginia Outdoors Plan 7. VTC State Tourism Plan: ES Meeting 8. Oyster Tourism Meeting with VTC Lochen 9. Richmond Media Blitz Training Thank you to commissioners: Evans, Potts, and LaMontagne for representing the TC at three meetings I could not attend.