TOURISM UPDATE TOURISM SCORECARD CALENDAR YTD - SEPTEMBER 2016 12/5/16
2016 Media Buy Highlights TV Billboard Ads in Washington DC Good Morning America The Today Show Once per day for six weeks Traffic, News & Weather Radio Philadelphia, Raleigh & Washington, D.C. Digital Display Ads 6 weeks 9/1 thru week of 10/4 Behavioral, contextual and content targeting Local Media All ads ran from mid-august through early October
Cooperative efforts between the breweries, the Colonial Wine trail partners and Silver Hand Meadery and two distilleries. Alliance produced 80,000 brochures to promote Tasting Trail at visitor centers, partner sites and through consumer sales efforts New map and web content: WilliamsburgTastingTrail.com VisitWilliamsburg.com
November 4-13, 2016 Thirty-five events held in ten days New events included Tasting Trail brewery tour, Music behind the Mead, Blessing of the bounty and Copper Fox event Strong media press coverage in Richmond and DC before and during events Ticket sales similar to last year, with revenue and sponsorship up
Sports Williamsburg December 2016 Update 46,000+ room night leads for 2016 for James City County, York County and the City of Williamsburg. Economic Impact study shows 2015 direct spending estimates range from $7.6M $12.2M for region. Subsequent tax estimates range from $790k $1.3M. Dr. Lisa Neirotti completed strategic sports marketing plan for 2017 Working on final details for several major sports events with tourism economic impact for 2017.
Marketing Campaigns Christmas in Williamsburg Campaign Williamsburg Spring Arts Campaign Williamsburg Fall Arts Campaign Williamsburg Harvest Celebration Williamsburg Area Visitor Guide Williamsburg Area Rack Brochure Williamsburg Area Arts Brochure Williamsburg Area Outdoors Brochure
Consumer Sales & Marketing Consumer Trade Shows Southern Women s Show Raleigh Washington DC Travel Show 5 AAA Consumer Travel Shows AAA of the Carolinas Annual Staff Training Show Sales Calls on more than 45 AAA offices in US each year AAA FAM Tours Consumer Outreach 20 Special Days at State Welcome Centers East Coast Gateway Display and Digital Displays College of William and Mary Student Orientation Shows and Family Weekend Value Card Promotions
Group Sales & Marketing Group Tour Student & Youth Travel Show, NTA & ABA Tradeshows VA, PA, MD, NC/SC Motorcoach Associations Tradeshows Group Tour FAM Tours Conference Sales 7 Conference Sales Shows 2 Client Events in key markets of DC and Raleigh Sports Williamsburg Attend two national sports event rights holder shows Participate in focused sports event conferences to generate leads for region Reunions and Weddings Participate in William & Mary Weddings Show Distribute Wedding and Reunion Leads
City of Williamsburg Calendar Year thru September 2016 Report Business Metric Results Change YOY Source 2015 Total Tourism $556,993,550 2.7% expenditures Virginia Tourism Corp. # of Hotel rooms 3,491-58 Destination Research # of timeshare rooms 298 103 Destination Research # of B&Bs 79 0 Destination Research Total Lodging Rooms 3,868 45 Destination Research # of occupied hotels/b&bs/ts 431,786-0.2% Municipal Tax Data thru Sept 2016 # of occupied timeshare rentals Not Categorized Not Categorized Not Categorized Room night demand growth -905-0.2% Municipal Tax Data thru Sept 2016 Rooms Sales $49,181,500-1.1% Municipal Tax Data thru Sept 2016 Room Sales Tax $2,459,075-1.1% Municipal Tax Data thru Sept 2016 Average Daily Rate $114.90 0.0% Municipal Tax Data thru Sept 2016 Meals Tax $5,138,728 0.5% Municipal Tax Data thru Sept 2016 Retail sales tax thru Aug 2016 $2,798,593-1.0% Municipal Tax Data thru Aug 2016 $2 Lodging Tax Collections $863,572-0.2% Municipal Tax Data thru Sept 2016
THANK YOU 11/15/16
APPENDIX 12/5/16
STR Data challenges: City of Williamsburg Includes Bluegreen timeshare as reporting data/rooms Shows CW Cascades as being closed Shows White Lion as being open and Wmbg Travel Inn (closed for three years) Data does NOT include: Quarterpath Inn and Suites Quality Inn Historic East Busch CW Cascades Princess Ann 68 Rooms 81 Rooms 40 Rooms 30 Rooms Does not include any data from 298 timeshare rooms
City of Williamsburg Calendar Year thru August 2016 Report Business Metric Results Change YOY Source 2015 Total Tourism $556,993,550 2.7% expenditures Virginia Tourism Corp. # of Hotel rooms 3,413-136 City Assessor's Office # of timeshare rooms 298 103 City Assessor's Office # of B&Bs 102 0 City Assessor's Office Total Lodging Rooms 3,813-33 City Assessor's Office # of occupied hotels/b&bs/ts 379,552-2.5% Municipal Tax Data thru Aug 2016 # of occupied timeshare rentals Not Categorized Not Categorized Not Categorized Room night demand growth -9,799-2.5% Municipal Tax Data thru Aug 2016 Rooms Sales $44,334,400-1.1% Municipal Tax Data thru Aug 2016 Room Sales Tax $2,216,720-1.1% Municipal Tax Data thru Aug 2016 Average Daily Rate $116.81 1.5% Municipal Tax Data thru Aug 2016 Meals Tax $4,565,243 0.5% Municipal Tax Data thru Aug 2016 Retail sales tax thru July 2016 $2,360,544-2.8% Municipal Tax Data thru July 2016
York County Calendar Year thru August 2016 Report Business Metric Results Change YOY Source 2015 Total Tourism expenditures $218,300,519 3.40% Virginia Tourism Corp. # of Hotel rooms 3,103 28 Destination Research # of timeshare rooms 2,724 0 Destination Research # of B&Bs 16 5 Destination Research Total Lodging Rooms 5,843 33 Destination Research # of occupied hotels/b&bs 368,749 3.3% Municipal Tax Data thru Aug 2016 # of occupied timeshare rentals 37,253 3.5% Municipal Tax Data thru Aug 2016 Room night demand growth 13,146 3.3% Municipal Tax Data thru Aug 2016 Rooms Sales $53,544,913 4.8% Municipal Tax Data thru Aug 2016 Room Sales Tax $2,805,305 4.8% Municipal Tax Data thru Aug 2016 Average Daily Rate 138.19 1.4% Municipal Tax Data thru Aug 2016 Meals Tax $4,215,586 2.7% Municipal Tax Data thru Aug 2016 Retail sales tax thru July 2016 $5,494,239-0.3% Municipal Tax Data thru July 2016
James City County Calendar Year thru August 2016 Report Business Metric Results Change YOY Source 2015 Total Tourism expenditures $408,385,940 2.7% Virginia Tourism Corp. # of Hotel rooms 2,123-111 Destination Research # of timeshare rooms 3,654 122 Destination Research # of B&Bs 7 0 Destination Research Total Lodging Rooms 5,784 11 Destination Research # of occupied hotels/b&bs 229,951-6.8% Municipal Tax Data thru Aug 2016 # of occupied timeshare rentals 78,607 2.4% Municipal Tax Data thru Aug 2016 Room night demand growth -14,966-4.6% Municipal Tax Data thru Aug 2016 Rooms Sales $38,321,279 0.7% Municipal Tax Data thru Aug 2016 Room Sales Tax $1,916,064 0.7% Municipal Tax Data thru Aug 2016 Average Daily Rate 124.16 5.5% Municipal Tax Data thru Aug 2016 Meals Tax $4,666,336 1.3% Municipal Tax Data thru Aug 2016 Retail sales tax thru July 2016 $6,654,615 11.0% Municipal Tax Data thru July 2016
Greater Williamsburg Region Calendar Year thru August 2016 Report Business Metric City of Wmbg thru 8/16 James City Cnty thru 8/16 York County thru 8/16 Wmbg Region thru 8/16 Change 2015 Total Tourism expenditures $556,993,550 $408,385,940 $218,300,519 $1,183,680,009 2.8% # of Hotel rooms 3,413 2,155 3,071 8,639-219 # of timeshare rooms 298 3,654 2,724 6,676 225 # of B&Bs 102 7 16 125 5 Total Lodging Rooms 3,813 5,784 5,843 15,440 11 # of occupied hotels/b&bs/(includes Timeshares in City only) 379,552 229,951 368,749 978,252-1.5% # of occupied timeshare rentals (in York County and JCC) N/A 78,607 37,253 115,860 2.8% Room night demand growth -9,799-14,966 13,146-11,619-1.0% Rooms Sales $44,334,400 $38,321,279 $53,544,913 136,200,593 1.7% Room sales tax $2,216,720 $1,916,064 $2,805,305 6,938,089 1.7% Average Daily Rate $116.81 $124.16 $138.19 $126.81 2.9% Meals tax $4,565,243 $4,666,336 $4,215,586 13,447,164 1.5% Retail sales tax thru July 2016 $2,360,544 $6,654,615 $5,494,239 $14,509,398 4.1%