Greetings Summit Attendees. February 1, 2018

Transcription

1 Greetings Summit Attendees February 1, 2018

2 Kerrville CVB Update 2018

3 Visitor Numbers Continue to Increase

4 Where Visitors Originate January December % are from Texas 1. Houston Area 15.57% 2. Austin Area 12.98% 3. San Antonio Area 11.94% 4. Fort Worth Area 5.04% 5. Corpus/McAllen 4.94% 5. San Angelo 4.94% 6. Dallas Area 4.45% 7. El Paso/Midland/Abilene 3.29% Source: Customer Contact/Survey 4

5 States Where Visitors Originate January December Texas 2. California 3. Minnesota 4. Colorado 5. Arizona 6. Florida 7. Louisiana/Wisconsin 8. Illinois 9. New Mexico

6 Countries Where Visitors Originate January December 2017 Canada 39.87% Germany 12.03% United Kingdom 5.7% France 5.7% Australia 5.06% Italy 4.43% Mexico 3.16% Belgium 3.16% Switzerland 1.9% Source: Customer Contact/Survey 6

7 Visitor Center Guests January December % Day Trip 38.71% Overnight 21.41% Local Resident Source: Customer Contact/Survey 7

8 Where Do Overnight Visitors Stay January December % 62.56% Hotel Campground/ RV Park Friends/ Family 12.13% 0.30% No Answer Source: Customer Contact/Survey 8

9 Hotel Occupancy Tax Collections $1,400, City of Kerrville Hotel/Motel Tax Collection $1,200, $1,000, $800, $600, $400, $200, $

10 The Following Graphs Were Developed By Dean Runyan Associates For The Texas Governor s Tourism Research Department

11 Milli ** Spending down due to lower gasoline prices Direct Travel Spending 63 Million Dollars $ million in Kerr County $62.00 $60.00 $58.00 $56.00 $54.00 $52.00 $50.00 '11 '12 '13 '14 **15 '16

12 Jobs Total Direct Employment 1020 Jobs 1500 Jobs County Wide '11 '12 '13 '14 '15 '16

13 Million $ Local Tax Revenue 2.1 Million Dollars An Additional 1.7 Million in Kerr County '11 '12 '13 '14 '15 '16

14 Return on Investment ROI Calculations based on the Formula Provided by the Texas Governor s Office of Tourism $2.1 million tax dollars generated by visitors to Kerrville divided by CVB Budget of $875,000. = $2.40 return for every dollar invested. $63 million total visitor spending divided by $875,000. = $72.00 for every dollar invested in tourism budget. 14

15 Kerrville Market Challenges Over 20% of our Market Affected by Hurricanes in September We are Evaluating Other Opportunities Lack of a Meeting Space - Largest meeting space is appx 22,000 sq.ft. - Fredericksburg is discussing a 17,500 sq.ft. conference center project w/150 room full service hotel & Culinary Center - Boerne recently announced plans for new 130 room hotel and 17,000 sq. ft. conference center Aging Hotel Inventory - Newest properties are years old Most B&Bs Using Airbnb Are Not Paying Hotel Occupancy Tax 15

16 Kerrville s Top Convention Producers July 2016-July 2017 Group Room nights Dollars Generated Texas Chief Deputies 634 $212, Bikers Against Child Abuse 474 $158, Texas Lions Council & PDG 434 $145, Texas A&M Forest Service 375 $125, Texas Sheep & Goat Raisers 439 $107,

17 Current Opportunities Craft Agricultural Industry Promotion Downtown Tasting Rooms Wineries- Vineyards Brew Pubs Distilleries - Coffee Operations Olives Sports Commission Development Members Include Area Sports Entities/Representatives Attract and Promote Sports Events and Activities Provide Support to Sports Event Groups When in Kerrville Working to Develop New Special Events/Activities Cowboy Gathering Fishing Tournament Continue to Evaluate Best Example Destination Cities Fort Worth Grapevine Bastrop 17

18 Future Opportunities for Comprehensive Plan Consideration Downtown Revitalization Arcadia Theater Renovation Additional Sidewalk Cafes - Community Activity/Gathering Area i.e. Sundance Square in Fort Worth Parking Garage Improvements Decorative/Directional Lighting Kerr County Courthouse Outdoor Amphitheater behind War Memorial Outdoor Restroom Facilities Available 24/7 Museum Opportunities Create Museum/Cultural District - Museum of Western Art updates Historical Museum Built on MOWA Campus Conference Center Promotion Long Term 40 65,000 Square Foot Conference Center which could accommodate city-wide conferences room adjoining Full Service Hotel -- Downtown area 18

19 Future Opportunities for Comprehensive Plan Consideration Better Utilization of the Guadalupe River Electronic or Solar Water Taxi System Entertainment Barge/Portable Stage in the River Transportation System between the Hotels, Attractions, Downtown Area and Craft Agricultural Facilities Rubber Tire Trolley 24/7 Outdoor Digital Interactive Kiosks for Visitor Center, Downtown Locations, Kerrville Sports Complex and the Airport River Trail Extended to the Kerrville Sports Complex and West to the Spur 98 Bridge Updated Feasibility Study for Conference Center Viability, Size, and Location Beverage Election for Precinct 2 will impact Craft Ag Project 19

20 Fact Is... Cost of Goods and Services to the City and County will continue to increase! Do you as citizens and business managers of Kerrville want to pay for those increased costs.. Or would you rather see additional visitors pay for the increased costs, then go home? Hint - Grapevine tax base - Residents pay only 16% Visitors pay 84%

21 Wrap Up Tourism is an Important Industry to Kerrville $102 million dollar economic impact in Tourism industry contributed $9.5 million dollars in taxes and other revenue to local taxing entities. Visitors to the Area Reduce Tax Burden up to 35-40% for Residents of Kerrville/Kerr County 17.3% of all jobs in Kerrville/Kerr County are direct or indirect jobs in the Hospitality Industry CVB Efforts including our Ad Campaign and Social Media Approach are Having a Positive Impact on Visitor Numbers Kerrville HOT Tax Collections have increased each year since 2012

22 Q & A

23 Thank YOU!

24

25 Welcome Mayor White, City Council, City Administration and Media July 14, 2017

26 CVB Participates in Promotional Projects for the City of Kerrville Robert Earl Keen s Fourth on the River Annual Lighted Parade and Courthouse Lighting Ceremony Cailloux Theater Productions Movies in the Park Special Events held in the Parks Cajun Festival in the Park National Get Outdoors Day Annual Kerrville Kids Off-Road Triathlon Annual Kerrville Triathlon Festival Kerrville Sports Complex Kerrville Schreiner Park Scott Schreiner Golf Course Heart if the Hills Golf Tournament River Trail Louise Hays Park Lehmann-Monroe Dog Park HEB Municipal Tennis Courts Singing Winds Swimming Pool Singing Winds Skate Park Kerrville Skate Competition

27 CVB Administers City Arts Promotional Contract Accounting and Billing Procedures CVB Creates the Ads Books Ads for the Nine Arts Member Organizations Ad Production Cost out of CVB Budget Arts Advertisers Receive CVB Publication Volume Discount

28 Ad Placement Covers 10 Target Markets Consumer/Leisure Market Children s Camp Market RV Market Motorcycle Market Agricultural Organizations Corporate and Association Meeting Planners Niche Group Markets Tour Operators/Group Leaders Sports Market Festival and Special Events

29 Ad Campaign - Print Media Texas Monthly Texas Highways Good Sam RV Travel Guide Ride Texas Convention South Texas State Travel Guide TACO Guide Sports Events America s Best Vacation See Texas First TSAE Directory Houstonian

30 Conference Center Concept

31 Conference Center Concept

32 Advertising Campaign Mix Goals for Print Media 42.2% Television 39.0% Digital Media 18.8%

33 Advertising Campaign

34 Leisure - Family

35 Convention Market

36 Promotion of the Arts

37 Special Event Promotion

38 Sports Marketing

39 Social Media Marketing Facebook Twitter LinkedIn Pinterest Instagram Blog Numerous Websites

40 Television Marketing Hill Country District Stock Show Kerr County Fair Memorial Day Events (6) Chalk Festival Christmas Festivities Leisure Market Promotion Quality of Life Promotion

41

42 Direct Sales Activities 343 Sales Calls (in their offices) and 238 Industry Marketplace Meetings Total -581 Sales Contacts during 2017 Targeted Cities Austin San Antonio Houston Dallas/Fort Worth

43 Service Activities Assisted 147 Conventions/Meetings/ Groups during 2017 Registration Assistance Credential Preparation Conference Speakers Welcome Addresses Name Badges, Lanyards, Dignitary Ribbons

44 Visitor Numbers Continue to Increase