TABLE OF CONTENTS. 1 Letter From Brenda McCroskey, Chief Executive Officer. 2 Role of the Marketing Committee. 3 Marketing, Advertising & Media

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2 TABLE OF CONTENTS 1 Letter From Brenda McCroskey, Chief Executive Officer 2 Role of the Marketing Committee 3 Marketing, Advertising & Media 4 Web Site Goals 5 Inquiries / Tracking 6 Social Media Plan 7 Collateral 8 Sevierville Visitor Center Goals 9 Sevierville Special Events 10 Economic Impact 12 Sevierville in the Media MISSION STATEMENT The Sevierville Chamber of Commerce is dedicated to the promotion of tourism, industry and economic growth while preserving our history and heritage in Sevierville and Sevier County. MARKETING PLAN CONCEPT AND DEVELOPMENT BY: Sevierville Chamber of Commerce Brenda McCroskey - Chief Executive Officer Chad Branton - Technical Operations Tony Funderburg - Director of Sales & Advertising Amanda Maples-Marr - Director of Marketing Other Contributors Sevierville Chamber of Commerce Marketing Committee Roland Langley - Graphic Design

3 LETTER FROM THE CHIEF EXECUTIVE OFFICER With ample tourism related growth in the past two decades, plus a prime location in the foothills of America s most visited national park, it s easy to understand why so many people flock to Sevierville each year. A recent boom in development has brought more than 1,300 new hotel rooms to the city as well as a new convention Brenda McCroskey center, adventure attractions, wineries, distilleries, restaurants and retail. These new tourism-based developments and businesses are helping Sevierville grow and attract more visitors each year. In the past fiscal year, Sevierville posted a 9 percent increase in taxable lodging sales over the previous year, a 7 percent increase in restaurant sales, and an 18 percent increase in amusement sales. Sevierville s retail sales topped $1.46 Billion dollars in With a business friendly reputation and more than 11 million annual visitors, Sevierville continues to draw solid interest from investors and developers. Not only have lodging and sales tax figures grown, but several new restaurants and major retail projects have also opened. New attractions are under construction and new projects are currently being planned. This consistent growth is due in part to Sevierville s convenient drive-to location, the natural beauty surrounding our city, the variety of activities in the area and the value that our visitors receive. Continually promoting Sevierville s tourism product is key to the city s success. Beginning in July of 2013, Sevierville implemented a 2 percent hospitality tax on food, lodging and attractions that has made additional funds available for expanded marketing programs which reach into new markets. As we look forward to the future in Sevierville, it is easy to see the promise of continued growth and economic strength. With each passing day, Sevierville develops a stronger economic position as a tourism destination and becomes more dynamic in its ability to serve both visitors and locals. It is truly amazing to see how Sevierville s growth over the last decade has reinvented this Smoky Mountain town as the destination of choice among visitors and businesses alike. Sevierville has focused on public projects that will make Sevierville an even more desirable destination. Chief among these is the Sevierville Convention Center complex, a multi-million dollar project which opened in September of This large facility regularly hosts multi-day events for thousands of out-of-town guests, making a positive impact on our economy. In addition, The Sevierville Golf Club, which is situated just outside the Sevierville Convention Center, has two 18-hole courses which receive rave reviews from tournaments and individual players. The combination of these elements in one location allows Sevierville to better serve the trade and competitive arts show markets while also providing new entertainment options for our guests. But Sevierville has also earned a reputation for being business friendly and actively works to bring large-scale private developments to the city. Wilderness Resort at the Smokies, a privately developed 702 unit luxury water park resort, serves as the anchor lodging property for the Sevierville Convention Center and has enjoyed high occupancy rates since it opened in Other recent developments include the land surrounding Exit 407 on Interstate 40, which is the site of Bass Pro Sevierville and Tennessee Smokies Baseball Stadium. Projects currently under construction include retail based developments along Highway 66 and two new attractions in the Governor s Crossing complex. Convenience for area visitors is a high priority for our organization. That is why the Sevierville Chamber of Commerce is extremely proud of the partnership with Friends of the Smokies and the Great Smoky Mountains National Park Association. These two organizations have offices and retail stores at the Sevierville Visitor Center on Highway 66. Friends of the Smokies has its national headquarters on site and the Great Smoky Mountains National Park Association opened its newest information center on the main level giving visitors up-to-date national park information and the opportunity to purchase park souvenirs. While Sevierville continues to expand its tourist appeal through new retail and attractions, Sevierville s leadership, both state and local, continues to focus heavily on infrastructure improvements. As of last year, the expansion of Highway 66, which serves as the main access road for our area, was completed. Sevierville has now begun on construction of the Veteran s Highway extension, which will further alleviate traffic congestion. Further, Interstate 40 exit 407, which serves as the main interstate off-ramp for Smoky Mountain visitors to Sevierville, Pigeon Forge and Gatlinburg, has recently undergone a redesign. The new traffic pattern, referred to as a diverging diamond is now open and has increased the exit s ability to handle large volumes of traffic. As Sevierville s tourism economy grows, so does its population. To meet the needs of our residents, new service facilities have recently opened. These include East Tennessee State University s Sevier County Campus, LeConte Medical Center, which was named the most beautiful hospital in the United States (2013) by Soliant Health, the 40,000 square foot King Family Public Library, and the Mountain Home Veterans Administration Medical Center. This is only the beginning of an exciting time for Sevierville and the Sevierville Chamber of Commerce looks forward to continued planned growth and improvements throughout the area. The Sevierville Chamber of Commerce continues to welcome your interest in Sevierville and stands prepared to assist in any way possible... just let us know what we can do for you! Brenda McCroskey Chief Executive Officer Sevierville Chamber of Commerce 1

4 ROLE OF THE MARKETING COMMITTEE The Sevierville Chamber of Commerce has worked to market the City of Sevierville as a weekend getaway and vacation destination. The Chamber is the marketing arm of the City of Sevierville and therefore has the responsibility of not only providing benefits to its members and the community, but also continually increasing the number of visitors to Sevierville. The following is the marketing plan for the City of Sevierville and the Sevierville Chamber of Commerce. We hope you can use this as a reference guide to further understand what the Chamber does and how we can help your business. ROLE OF THE MARKETING COMMITTEE The Chamber receives guidance on the positioning and overall image of Sevierville from the Marketing Committee. Bi-monthly meetings allow the Chamber Marketing Committee to continually evaluate the goals and strategies set forth in the marketing plan. The Marketing Committee also assists in the development of the Chamber s annual marketing plan, advertising campaigns, media placement and overall direction of special events. This committee is made up of selected and appointed Chamber members as listed below and reports to the Board of Directors about all marketing programs. Committee members are selected by the Chamber President from the following segments of the membership to serve one-year terms. COMMITTEE MEMBERS Chairman-Must be a current Board Member President of the Board of Directors Two Board Members One representative appointed by the Sevierville Hospitality Association One representative appointed by the City of Sevierville Two members appointed from membership divisions 1 and / or 2 2

5 MARKETING, ADVERTISING & MEDIA The Sevierville Chamber of Commerce plans an extensive advertising schedule based on visitor trends, research data and input from the marketing committee. Ad creative for each placement is customized to the type of media, demographics and editorial calendars of each advertising placement. GOALS Determine the best brand messaging for Sevierville. Use the strengths of Sevierville to bring more tourists to the city. Increase the number of annual inquiries by two percent. Increase the number of web site visits by two percent. Better track Sevierville s advertising program. Establish a research program to allow Sevierville to determine advertising spend ROI year over year. STRATEGIES Complete a brand assessment of Sevierville, utilizing the services of Northstar Destination Branding Utilizing Northstar Destination Branding s recommendations, generate new create advertising concepts for Sevierville. Seek out new and untapped market segments for Sevierville. Update photography and advertising for Utilize new methods of research to better understand the spending and vacation habits of Sevierville s visitors and more closely target our key market segments. Try new publications to more closely target Sevierville s visitor demographics. Utilize social media to promote brand awareness and increase visitor loyalty to Sevierville. Continue use of billboard advertising to promote awareness of Sevierville and exit 407. Continue to participate in co-op advertising with the State of Tennessee, Smoky Mountains Tourism Development Council, the Sevierville Convention Center and major attractions in appropriate publications. Emphasize the value associated with vacationing in Sevierville. Work with digital influencers to help promote Sevierville. Emphasize new tourism offerings, such as revitalized downtown Sevierville Media Flow Chart* *Additional media plans will be added once they are approved. PRINT ADVERTISING JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN 002 Houston - Compass AAA Go NC/SC AAA Home & Away AAA Living Florida AAA Living GA/TN AAA Living - Chicago AAA Texas Adventure Outdoors - David Jacobs Atlanta Homes & Lifestyles - Compass Best of American Travel - Madden Media Better Homes & Gardens SE - Compass Better Homes & Gardens MA - Compass Better Homes & Gardens U. South - Compass Birmingham Magazine - Compass Country Living - Hearst EveryDay w/rachel Ray Fall - Compass Fall Travel Planner Newspaper - Compass Family Circle SE - Compass Family Fun MA - Compass Garden & Gun Good Housekeeping - Hearst Group Tour Magazine Groups Today Serendipity Martha Stewart Living Fall - Compass Memphis Magazine - Compass Nashville Lifestyles - Compass Parents MA - Compass Parents SE - Compass Parents U. South - Compass Points North Atlanta Oprah - Madden Media Cooking with Paula Deen Small Market Meetings Smoky Mountain Living Sports Destination Sports Planning Guide Spring Travel Planner Newspaper - Compass STS Storytelling - Madden Media SYTA's Teach & Travel Serendipity The Griffon TN Vacation Guide Womans Day - Hearst Womans Day SE - Compass Womans Day MA - Compass Womans Day U. South - Compass 3

6 WEB SITE GOALS The Chamber creates and maintains its numerous award-winning web sites in-house. The Chamber currently owns 29 individual domain names that are actively used to drive traffic to Sevierville related content. Sevierville s tourism site, VisitSevierville.com, presents its visitors with a user-friendly navigational menu, an online booking engine for lodging, pdf and digital editions of print collateral, video media, social friendly images, a shareable events calendar, itineraries, coupons, request forms for the Sevierville Vacation Planner and the Sevierville Group Tour Planner, a content search engine, an e-newsletter sign-up form for the Great Escape Newsletter, local weather, interactive maps and more. A new online marketing campaign has been implemented in order to increase Sevierville s nightly stays, web visits and search engine rankings. To measure campaign progress, the Chamber retains detailed web site traffic statistics that are also referenced to assist in making site improvements and ad buys. The Chamber understands the important role that mobile devices, mobile sites and mobile apps play in leisure travel planning and will continue to build web content that is responsive to tablets and smart phones. Available on itunes and Google Play, the Visit Sevierville Mobile App features push notifications, updated tours, coupons, social sharing capabilities and more. The app is free and compatible with desktop computers, smart phones and tablets. The Sevierville Chamber of Commerce has built an e-newsletter subscription base of over 100,000 people interested in visiting Sevierville. These subscribers receive an e-newsletter each month that features exclusive travel deals and intro copy designed to drive subscribers to book travel in Sevierville and visit our website. The Chamber uses tracking software to gather statistics about how users interact with the e-newsletter and continually tweaks the content to further optimize those results. Sevierville s signature special event, Bloomin Barbeque & Bluegrass, can be found on the web at BloominBBQ. com. This site offers various downloads for registration, archives past event winners and informs cookers, vendors, media and visitors of the upcoming event. The Sevierville Chamber of Commerce also provides design and support services to other City of Sevierville web sites such as SeviervilleGolf.com and SeviervilleConventionCenter.com allowing us to cross promote multiple City of Sevierville venues. For Chamber members, SCOC.org has member-specific editing capabilities, a Membership Directory, Activities Calendar, a County-Wide Events Calendar, member-tomember discounts (epons) and business and marketing resources. GOALS: Increase the numbers of booked nightly stays, web site visits, app downloads and information requests. Provide a professional online representation of the City of Sevierville, the Sevierville Chamber of Commerce and its members. Supply accurate content that is useful and appealing to vacationers, persons moving to our area, businesses that are relocating, potential Chamber members, current Chamber members, group tour coordinators, the media and our local community. Offer online support for individuals needing personal attention with information pertaining to Sevierville. STRATEGIES: Prominently feature the Jack Rabbit booking engine on all pages of VisitSevierville.com (which allows web users to search all Sevierville lodging availability and rates before booking). Include web site address prominently in all media with an emphasis on driving them to our various web sites by using contests and special promotions. Continue to improve our current internet presence by being mindful of internet trends and advances in technology. Maintain a well-trained and educated design / technical staff for our internet operations. Employ designs that are consistent with our current advertising campaigns and printed materials. Develop web features that are practical, functional and convenient. Continue building Sevierville s e-marketing database. Incorporate advances in mobile technology by launching alternate or responsive versions of our web sites that are optimized for mobile devices. Use social networking and media sites like Facebook, Twitter, Pinterest, Instagram and YouTube to increase awareness of Sevierville and boost visitation to our sites. Continue to launch targeted online ad campaigns that make use of animations, videos and contests to draw users to our sites. 4

7 INQUIRIES/TRACKING Inquiries/Tracking TThe Chamber keeps track of all leads generated from advertising placements. Reader responses are received on a weekly basis and inquiries also come in through a variety of other channels, including directly through the official website VisitSevierville.com. Each request for information is sent to a mail fulfillment agency (The Thomas Group) for Vacation Planner distribution. An ongoing report is generated to keep track of monthly lead reports for each publication. The Thomas Group guarantees that each brochure request is delivered to the postal service within 48 hours. Each person who requests Sevierville information receives a packet filled with the Sevierville Vacation Planner and the brochures or rack cards of individual properties. To participate in the Mail Fulfillment program, contact The Thomas Group at (865) Visitors can also download a pdf of the Sevierville Vacation Planner, Group Tour Planner and Coupon Book at VisitSevierville.com Inquiries PUBLICATION Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL AAA go AAA Home & Away AAA Journey AAA Living AAA Living North AAA Living South AAA World ABV Southeast American History American Road Audubon Best of America Blue Ridge Country Bridal Guide Compass Consumer Show Leads , Endless Vacations Escape to the Southeast Facebook Leads ,355 3, Family Circle Family Fun Great Getaways Group Tour Planner-- Visit Sevierville.com Guest Quest Lifeway Marketshare Midwest Living MMSI NSTVC-USIM Oprah Parents Readers Digest Smoky Mtn Living Southern Living STS TN Vacation Travel 50 and Beyond Travel Advertising Group Travel Meredith Traveler Fun Visitor Center-- Planner Requests VisitSevierville.com-- Planner Requests TOTALS

8 Social Media Plan Social Media allows us another opportunity to reach potential visitors and interact with them to build brand awareness and brand loyalty. Currently, Sevierville maintains a presence on Facebook, Pinterest, Twitter, Instagram and YouTube FACEBOOK GOALS: Continue to build fan base Build brand awareness and loyalty Remain top of mind with potential visitors Generate additional vacation planner requests Generate additional visits to VisitSevierville.com STRATEGIES: Update wall posts daily Include links to VisitSevierville.com and Sevierville Chamber member s sites as often as possible Continue to generate original photography and work with local photographers to provide beautiful images of the area Utilize Facebook as a platform for contests Continue to promote our fan page with ads Measure progress monthly of engaged users, lifetime likes Track impressions and response rates on posts to discover trends in fan preferences Add Facebook icon and url to signature, marketing materials and electronic communications Measure progress monthly impressions, repins, click through and numbers of followers PINTEREST GOALS: Build brand awareness and loyalty Increase the numbers of followers Provide vacation inspiration through images and ideas Generate additional visits to VisitSevierville.com STRATEGIES: Increase the number of inspirational, pinnable images on VisitSevierville.com Populate Sevierville related blogs with quality, pinnable images Pin Sevierville blog posts to appropriate boards on Pinterest Link all images back to Sevierville promotional sites or blogs or member sites or blogs Continue to grow follower base through focused follows and other techniques Add Pinterest icon and url to signature, marketing materials and electronic communications Measure progress monthly impressions, repins, click through and numbers of followers TWITTER GOALS: Build brand awareness and loyalty. Generate awareness of events, attractions and happenings in Sevierville, especially with members of the media. STRATEGIES: Follow relevant groups or individuals Track mentions about Sevierville and retweet relevant comments Provide relevant content like tips, event info, etc. Engage with followers Measure progress monthly followers, interactions and mentions Add Twitter icon and url to signature, marketing materials and electronic communications INSTAGRAM GOALS: Provide vacation inspiration Build brand awareness and loyalty Continue to grow follower base STRATEGIES: Post images to Instagram that portray Sevierville as a fun, beautiful destination. Continue to increase Sevierville s inventory of photography Engage with followers Add Instagram icon and url to signature, marketing materials and electronic communications YOUTUBE GOALS: Build brand awareness and loyalty Generate additional views of promotional Sevierville videos STRATEGIES: Promote Sevierville YouTube Videos via social media Promote Sevierville YouTube Videos via marketing materials (vacation planner, app., etc.) Promote Sevierville YouTube Videos via official Sevierville Chamber websites 6

9 C OLLATERAL COLLATERAL Promotional pieces are essential to bringing visitors to Sevierville. Each year, the Sevierville Chamber of Commerce receives more than 200,000 phone calls, s and requests for vacation planning, group travel and relocation information. To meet this growing demand, the Sevierville Chamber of Commerce has developed several promotional pieces to build the city s image as a destination. Here is a sampling of what the Sevierville Chamber of Commerce has to offer: SEVIERVILLE MAIL FULFILLMENT Once the inquiry is received, a Sevierville Promotional Packet is sent to the inquirer. This packet includes the Sevierville Vacation Planner and a sampling of brochures on area attractions, entertainment venues and accommodations. For more information about becoming part of this packet, please contact The Thomas Group at (865) SEVIERVILLE VACATION PLANNER The most requested piece of collateral and the centerpiece to the Sevierville marketing portfolio is the Sevierville Vacation Planner. This glossy, four-color brochure is rich with detail on Sevierville s attractions, incredible scenery, outdoor activities, shops, festivals and special events. The brochure is updated annually and includes maps of the area along with information about accommodations, restaurants and services. The 300,000 vacation planners printed each year are sent to individuals requesting vacation information on Sevierville and are distributed throughout area businesses and state welcome centers. The planner has proven to be a huge success and provides an excellent advertising vehicle for Sevierville Chamber of Commerce members. The Sevierville Vacation Planner is also available in a digital version online. GROUP TOUR PLANNING GUIDE This handy, four-color planning guide has just about every bit of information a group tour planner needs to know about Sevierville. From lodging tax rates to group discounts and suggested itineraries, this guide provides a grid of detailed information about Sevierville s restaurants, accommodations, attractions and services. SEVIERVILLE COUPON BOOK This has become one of the most popular pieces of collateral the Sevierville Chamber of Commerce offers area visitors. It allows Sevierville Chamber member businesses to target tourists with money saving coupons. The coupon books are distributed at area visitor centers and are also available to download at VisitSevierville.com and through Sevierville s mobile application. SEVIERVILLE MARKETING PLAN 7

10 SEVIERVILLE VISITOR CENTER GOALS The Sevierville Visitor Center is located on Highway 66 / Winfield Dunn Parkway and is the first opportunity for visitors to get official city information when entering the Smoky Mountains area. Sevierville Chamber members are allowed to display approved brochures promoting their business in the Sevierville Visitor Center. In addition, the Sevierville Chamber has partnered with Friends of the Smokies and the Great Smoky Mountains Association to provide visitors with official national park information and park merchandise at the Sevierville Visitor Center. Maintain knowledgeable information specialists. Maintain an enjoyable environment for visitors. Increase the number of first-time visits to the Sevierville Visitor Center. Increase the number of repeat visits to the Sevierville Visitor Center. Work closely with the travel industry to better communicate the tourism and hospitality opportunities available to the visitor. Exhibit attractive exterior and interior seasonal displays to attract visitors to the Sevierville Visitor Center (photo opportunities). Continue to provide photo opportunities inside and outside the Sevierville Visitor Center. The Visitor Center Hours of Operation: Daily 8:30am to 5:30pm Provide a variety of current tourist information to visitors including accommodations, restaurants, attractions, events and activities. Maintain information about the Sevierville Visitor Center on VisitSevierville.com Create a positive experience for each visitor by meeting all their needs and encouraging them to stop at the Sevierville Visitor Center on each visit to Sevierville to obtain new and updated information on the area. Work with area receptive companies to entice motor coach groups to stop by the Sevierville Visitor Center on their way into and out of town. Work with the Great Smoky Mountains Association to continue to drive visitors to the Sevierville Visitor Center. 8

11 SEVIERVILLE SPECIAL EVENTS The Sevierville Chamber of Commerce hosts several special events each year, each with a different goal. Some are community events, intended to promote civic pride and participation, while tourist events are intended to bring overnight guests into Sevierville. Most events are part of larger overall promotional events, such as Winterfest, Springfest and Harvest Fest. Advertising for special events is generally placed within a 50 mile radius. The following is a break down of each event and the specific goals and strategies for each. Event: Harvest Fest Date: October 2016 Location: Throughout Sevierville, Pigeon Forge and Gatlinburg Attendance: 2,000,000 Type of Event: Visitor Description: A month-long promotion focused on fall foliage and heritage and includes privately held events such as Robert Tino s Smoky Mountain Homecoming. Increase fall visitation through the addition of events and activities. Continue to coordinate Harvest Fest, a seasonal promotion period that overlays fall travel Encourage local businesses to create events during fall Create an enhanced fall experience by encouraging local businesses to utilize fall décor at their businesses Create a fall driving tour to promote in conjunction with Harvest Fest Promote events and related Harvest Fest activities to visitors via a rack card displayed at local and state welcome centers as well as AAA offices, and through a specific Harvest Fest url VisitSevierville.com/fall. Event: Smoky Mountain Winterfest Date: Monday, November 7, Monday, February 28, 2017 Location: Throughout Sevierville, Pigeon Forge, and Gatlinburg Attendance: 3,000,000 + Type of Event: Visitor Description: Winterfest is a four month promotional period featuring LED light displays throughout Sevierville as well as privately held events like Shadrack s Christmas Wonderland at Smokies Stadium. The City of Sevierville installs and maintains these displays while the Sevierville Chamber of Commerce is responsible for the promotion and advertising of the event. This will be the 27th Annual Smoky Mountain Winterfest Celebration. Sevierville will work closely with Pigeon Forge and Gatlinburg to promote the Smoky Mountain Winterfest Celebration cooperatively in key feeder markets via public relations and advertising. Increase winter visitation (November through February). Create a seasonal promotion period that overlays winter travel. Continue to add events and activities during the Winterfest promotion period. Continue to enhance and enlarge Sevierville s Winterfest light display program. Create an enhanced Winterfest experience by encouraging local businesses to decorate in lights. Promote Winterfest activities in key feeder markets Event: Music, Lights & Magic (Winterfest Kick-Off) Date: November 7, 2016 Location: Sevierville Municipal Complex Attendance: 7,000 Type of Event: Community Description: A community focused event during which Sevierville s Winterfest lights are ceremonially turned on. Music, Lights & Magic also features entertainment, kids games, food and fireworks. Increase community involvement. Continue to increase attendance each year. Make the program more exciting. Implement a rotation of performers so that there are more opportunities for various community groups to perform at the event. Provide a greater variety of entertainment during the event Offer businesses new ways to sponsor and become involved in the event Event: 54th Annual Sevierville Christmas Parade Date: Saturday, December 3, 2016 Location: Downtown Sevierville Attendance: 1,500 Type of Event: Community Description: The Sevierville Christmas Parade is a longstanding event featuring traditional parade elements. Increase community involvement. Continue to increase attendance. Keep the tradition of the Sevierville Christmas Parade alive. Encourage members of the community such as car clubs, dance teams, elected officials and others in the community to participate. Encourage participants to decorate floats in keeping with a Christmas/Holiday/Winterfest celebration. Event: Rose Glen Literary Festival Date: Saturday, February 25, 2017 Location: Sevierville Convention Center Attendance: 300 Type of Event: Community Description: Local and regional authors provide lectures and book signings. Create a premiere event that focuses on our area s literature, heritage and culture Generate local and regional media coverage for Sevierville Continue to increase attendance Focus on securing top regional and national literary names for the event Secure regional authors of note to present the keynote luncheon presentation Provide media opportunities for interviews and relevant story ideas Work with regional book clubs, friends of the library groups and book stores to promote Rose Glen Literary Festival. Create easier ways to purchase tickets in advance Event: 13th Annual Bloomin Barbeque & Bluegrass Date: Fri. & Sat., May 19-20, 2017 Location: Downtown Sevierville Attendance: 30,000+ Type of Event: Visitor & Community Description: Sevierville brings the festive atmosphere of spring and good old-fashioned fun to town with a TN State Championship barbeque cook off, the Mountain Soul Vocal Competition (honoring the songwriting of hometown girl, Dolly Parton), star-studded entertainment, hand-made crafts and fun kids games at this exciting event. Create a signature event that draws visitors to Sevierville that locals also love Generate Media coverage for Sevierville Generate additional overnight stays for Seviervill Inform local, regional and national media about press opportunities associated with the event Promote the event through local, regional and national media outlets Continue to incorporate new elements to keep the event fresh Create and promote festival-centric travel packages to Sevierville Continue to book top quality entertainment for the festival 9

12 ECONOMIC IMPACT Each year, Sevierville experiences new growth! The economic impact in Sevierville can be related to the success of the restaurants, outlet malls, retail chains, attractions and lodging located there. Sevierville has nearly 5,000 lodging units of varying types. Over the past few years, Sevierville s lodging tax revenue has been on a steady incline. Sevierville expects to see continued increase in lodging tax revenue again next year. As of July 1, 2013, Sevierville began levying a two percent hospitality tax on restaurants and attractions located within the city limits. Twothirds of these dollars have been allocated to further support and expand Sevierville s marketing programs with the goal of attracting more visitors. Taxable Sales City of Sevierville Hospitality Taxable Sales and Revenue Most Recent Collection Month: June Fiscal Year 2016 Lodging %+/- Restaurant %+/- Amusement %+/- Total July 2015 $ 11,827,963 9% $ 17,581,363 2% $ 2,054,820-14% $ 31,464,146 August $ 6,715,656-11% $ 14,591,006 6% $ 1,644,208 6% $ 22,950,869 September $ 5,901,745 20% $ 13,416,325 9% $ 663,805-11% $ 19,981,875 October $ 8,273,234 6% $ 15,244,129 5% $ 764,139 3% $ 24,281,502 November $ 5,395,759 5% $ 13,521,380 9% $ 624,471 43% $ 19,541,609 December $ 5,689,616 10% $ 15,558,247 12% $ 1,276,760 46% $ 22,524,623 January 2016 $ 3,149,784 2% $ 10,512,500 3% $ 634,742 59% $ 14,297,025 February $ 3,464,652 17% $ 11,285,684 22% $ 487, % $ 15,237,899 March $ 6,671,502 25% $ 15,185,149 12% $ 1,325,001 51% $ 23,181,652 April $ 6,595,267 9% $ 14,628,993 8% $ 1,380,533 20% $ 22,604,793 May $ 5,981,114 7% $ 14,237,665 7% $ 1,152,033 38% $ 21,370,811 June $ 9,747,464 20% $ 17,047,345 2% $ 2,204,857 19% $ 28,999,665 FYTD Total $ 79,413,754 9% $ 172,809,782 7% $ 14,212,930 18% $ 266,436,466 Top 10 Activities of Smoky Mountain Visitors* 1. Dining Out (88%) 2. Shopping (80%) 3. Driving / Sightseeing (73%) 4. Visit Great Smoky Mountains National Park (59%) 5. Visit Attraction / Museum (58%) 6. Attend Performance / Show (30%) 7. Drive Blue Ridge Parkway (25%) 8. Outdoor Recreation (24%) 9. Attend Festival / Event (13%) 10. Driving Tours (13%) *Data from 2015 Visitor Study completed by Randall Travel Marketing Revenue Fiscal Year 2016 Lodging %+/- Restaurant %+/- Amusement %+/- Total July 2015 $ 236,559 9% $ 351,627 2% $ 41,096-14% $ 629,283 August $ 134,313-11% $ 291,820 6% $ 32,884 6% $ 459,017 September $ 118,035 20% $ 268,326 9% $ 13,276-11% $ 399,637 October $ 165,465 6% $ 304,883 5% $ 15,283 3% $ 485,630 November $ 107,915 5% $ 270,428 9% $ 12,489 43% $ 390,832 December $ 113,792 10% $ 311,165 12% $ 25,535 46% $ 450,492 January 2016 $ 62,996 2% $ 210,250 3% $ 12,695 59% $ 285,941 February $ 69,293 17% $ 225,714 22% $ 9, % $ 304,758 March $ 133,430 25% $ 303,703 12% $ 26,500 51% $ 463,633 April $ 131,905 9% $ 292,580 8% $ 27,611 20% $ 452,096 May $ 119,622 7% $ 284,753 7% $ 23,041 38% $ 427,416 June $ 194,949 20% $ 340,947 2% $ 44,097 19% $ 579,993 FYTD Total $ 1,588,275 9% $ 3,456,196 7% $ 284,259 18% $ 5,328,729 Percentage increase or decrease (%+/-) reflects variance to same period in prior year. Months reflect sales transaction dates; revenue is received in subsequent months. 10

13 ECONOMIC IMPACT City of Sevierville LOCAL OPTION SALES TAX TOTAL COLLECTIONS (Dates Reflect Month of Retail Sales) % Change 2016 Net Revenue January 2,175, ,373, % 1,056, ,175 2,373 February 2,138, ,509, % 1,116, ,138 2,510 March 3,177, ,519, % 1,566, ,177 3,520 April 2,985, ,242, % 1,442, ,985 3,243 May 2,943, ,018, % 1,342, ,944 3,018 June 3,697, ,981, % 1,771, ,698 3,982 July 3,835, ,025, % 1,791, ,835 4,026 August 3,220, ,305, % 1,470, ,220 3,305 September 3,225, ,371, % 1,500, ,226 3,372 October 3,536, ,734, % 1,661, ,537 3,735 November 3,481, ,720, % 1,655, ,482 3,721 December 4,485, ,527, % 2,014, ,485 4,528 Year to Date 38,902, ,331, % 18,390, Year End 38,902, Regularly updated tax collection figures for all cities and the county are available at SCEDC.com. 11

14 SEVIERVILLE IN THE MEDIA Public Relations Each year the Sevierville Chamber of Commerce reaches out to the media through tours hosted by Sevierville as well as through contacts with media made by Chamber staff. The value of editorial and stories printed on behalf of the Sevierville Chamber of Commerce has proven to be a critical and invaluable part of Sevierville s marketing. In light of these factors, the following is Sevierville s public relations plan for the fiscal year. Work with public relations agencies to deliver qualified writers for Sevierville media tours. Work with international media. Host one-day media tours for freelance writers based less than three hours away. Host multi-day media tours for groups of writers from various key markets and publications. Host individual writers. Participate in targeted media blitzes in key feeder markets for Sevierville. Update and maintain the press releases found on the press kit area of the Sevierville Chamber of Commerce web site, as well as in the hard copy version of the Press Kit. Increase media coverage of Sevierville. Increase awareness of vacation opportunities in Sevierville through traditional media. Increase awareness of vacation opportunities in Sevierville through social media. Continue to build and maintain relationships with members of the media. The Sevierville Chamber of Commerce will continue to work with Ackermann Public Relations to pitch media on Sevierville coverage opportunities. Send newsworthy press releases via to regional and national media as well as the Tennessee Department of Tourist Development News Bureau. Respond to Travel Publicity Leads and other media queries. Sevierville is a gateway town to Great Smoky Mountains National Park, America s most visited national park. Great Smoky Mountains National Park has no admission fee. PARK VISITORS Great Smoky Mountains National Park January 373, ,730 February 244, ,532 March 598, ,211 April 792, ,420 May 1,016,498 1,018,224 June 1,306,884 1,364,138 July 1,441,603 1,464,456 August 1,208,882 1,183,778 September 1,096,723 1,165,098 October 1,353,454 1,466,584 November 707, ,894 December 567, ,721 Year to Date 10,712,674 11,312,786 12

15 Sevierville Chamber of Commerce 110 Gary Wade Blvd, Sevierville, TN