Currituck County Department of Travel & Tourism Annual Report. Prepared on October 7, 2013
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1 Currituck County Department of Travel & Tourism 2013 Annual Report Prepared on October 7, 2013
2 Economic Impact of Tourism in Currituck County for 2012 $23.61 million in payroll generated* *From "The Economic Impact Of Travel On North Carolina Counties, prepared for the North Carolina Division of Tourism, Film and Sports Development by the US Travel Association.
3 Economic Impact of Tourism in Currituck County for ,450 tourism jobs* *From "The Economic Impact Of Travel On North Carolina Counties, prepared for the North Carolina Division of Tourism, Film and Sports Development by the US Travel Association.
4 Economic Impact of Tourism in Currituck County for 2012 $ million in direct visitor spending* *From "The Economic Impact Of Travel On North Carolina Counties, prepared for the North Carolina Division of Tourism, Film and Sports Development by the US Travel Association.
5 Economic Impact of Tourism in Currituck County for % increase in visitor spending (#1 in NC)* *From "The Economic Impact Of Travel On North Carolina Counties, prepared for the North Carolina Division of Tourism, Film and Sports Development by the US Travel Association.
6 Economic Impact of Tourism in Currituck County for 2012 $1,268 per household tax savings annually*
7 Occupancy Tax Collections Fiscal Year Tax Collected 2009/2010 $8,667, /2011 $9,421, /2012 $9,990, /2013 $10,046,807
8 Budget $3.4 million
9 Tourism Development Authority Paul O Neal, Chairman Paul Martin, Vice-Chairman Vance Aydlett Kevin McCord David Griggs Butch Petrey Marion Gilbert Dan Scanlon Diane Nordstrom, Ex-officio
10 Tourism Advisory Board Paul Robinson, Chairman - Currituck BBQ Ted Jagucki, Vice-Chairman - Giant Slice Pizza Leslie Daughtry Sun Realty Janice Farr Sun Realty Petrina Guthrie - Twiddy & Company Mike Martine Eye Candy Digital Video Wanda Beasley BJ s Carolina Cafe Paul O Neal, Commissioner - TDA Appointee Dan Scanlon, County Manager - Ex-officio Diane Nordstrom, Director - Ex-officio
11 Tourism Department Staff Diane Nordstrom, Director John Wiltgen, Marketing Program Manager Michele Ellis, Public Relations Coordinator Dan Clowdsley, Marketing Specialist Kaye Beasley, Sales & Marketing Associate Greg Schwarga, Events Coordinator Judy Vassar, Supervisor of Visitor Centers Nancy Garris, Corolla Visitor Center Manager
12 Website/Online Successes 39% increase in overall website visitors (280,164 to 388,441) 32% increase in unique website visitors (239,179 to 316,511) 156% increase in tablet/mobile traffic 108% increase in Facebook fans (23,000 to 48,000) 188% increase in website visits via social referral (1,316 to 3,790) 259% increase in Facebook referrals 1,488% increase in Pinterest referrals 675% increase in YouTube referrals 254% increase in Twitter referrals
13 Online Marketing Strategy Social media referrals are beginning to overtake organic search referrals, driven mainly by the growth of the tablet/mobile device usage amongst Currituck s potential visitors. So, not only have we put an emphasis on improving the quality and quantity of our social content, we have also upgraded the usability of our website, especially for table/mobile users to make their experience easier (improved navigation structure, features for touch including new digital visitor guide links on each page), more enjoyable (quality content), and more compelling in order to encourage them to make a decision to visit the Currituck Outer Banks while they re in the consideration phase of travel planning. Our new Corolla OBX iphone app was launched to encourage increased visitor spending while in Currituck (MORE Card Discount Program) and also make social sharing easy and fun by integrating what we call Starsky s Tips, which highlights our main attractions (Corolla Wild Horses, Currituck Beach Lighthouse, 4x4 Beaches, etc.) and allows for targeting social sharing by providing the precise hash tags that we want users to share their photos, videos, etc. under.
14 Media Highlights Our State Boomer Magazine Virginia Golf Yahoo! News News & Observer Recreation News Michigan Golfer Magazine Budget Travel
15
16 Media Highlights "Best Family Beaches on the East Coast" Fodor's Travel Intelligence "Best Family Beach Vacations in the USA US News & World Reports "Best Beaches in the USA US News & World Reports "Most Relaxing Beaches in the World US News & World Reports "Best Affordable Honeymoon Destinations in the US" US News & World Reports
17 New Events Wine & Swine OBX September 2013 Two Flags Over Currituck Civil War Encampment October 2013
18 Awards Destination Marketing Association of NC 1st place: Overall web campaign 1st place: Social media campaign 2nd place: E-newsletter
19 Information Centers Foot Traffic Center Change YoY Moyock 48,394 66, % Corolla 36,017 38, %
20 Contest Summary Quarter Entries Receipts 1Q $35,078 3Q $39,319 1Q $28,020 3Q $61,694
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