Ann Marie Maher President/CEO
Tourism = Impact: https://www.youtube.com/watch?v=f0dr3n1aw3s&index= 19&list=UU9Wam8X26CoWp6_g3P52rMQ Tourism Pays: https://www.youtube.com/watch?v=7rmtzauvskw Web Site: www.discoverpwm.com
Mission & Current Statistics Mission To market, promote and develop Prince William & Manassas as a tourism and group destination thereby stimulating economic growth and vitality. 2014 Tourism Statistics (source: Virginia Tourism Corporation) Tourism Revenue: $593 million Jobs created by Tourism: 6,596 jobs Visitation Numbers for Top Prince William & Manassas Attractions: Manassas National Battlefield Park National Museum of Marine Corp FY 2014 FY 2015 507,289 455,678 427,573 441,359 Leesylvania State Park 534,185 556,440 Potomac 3 Mills 16.4 million 16.4 million
Partnerships Missing in America Project with Quantico Cemetery PWC Arts Council City of Manassas Prince William County Department of Public Works Historic Preservation Division 4
Group Sales Target Markets
Product Development Four Virginia Destinations Won VACVB Virgo Award Received State Grant 6
Itineraries A Culinary Journey Through Hallowed Ground The Untold Stories: African American History
Familiarization Tours
Discoverpwm.com FY 15 Stats DiscoverPWM.com Traffic by Country Total Visits 143,769 Page Views 487,385 Pages per Visit 2.49 Duration 1:46 Top Pages Civil War Things to Do National Parks
Facebook www.facebook.com/pwcmanassas Currently at 11,839 Likes Twitter @DiscoverPWM Currently at 2,061 Get up to date Discover Prince William & Manassas Industry new by liking our Partner Connections Page https://www.facebook.com/discoverpwmpartnerconnection
Marketing & Communications Advertising
Digital Display Featuring NetSeer & Spongecell NetSeer is the patented online reach technology allowing us to place our messages on relevant pages of content. Spongecell is rich media technology that allows us to include video, slide shows and other features in our ads so the consumer can engage with our brand without having to leave the website they are viewing. Campaign Goal: Promote travel to Prince William & Manassas from origin markets of DC, NY, VA, NC, PA, MD, FL, NJ, OH, GA, SC, and WV. Ads ran in Fall & Spring on more than 1,500 websites over the course of the campaign, allowing for extensive reach in the selected geography, yet with micro targeting to the individual based on page relevance. 4 million impressions 500,000 Engagements 114,938 Video Views (4 x Industry Average) FY 15 Results 10,938 Photo Carousel Views 30 seconds per engagement average 2,444 Website Visitors
Projected Incremental Visitors & Economic Impact FY 15 Campaign Impact Engagements Video Views 114,938 Photo Carousel Views 10,938 In FY15, every $1 spent yielded a $12 return to Prince William & Manassas Estimated Net Economic Impact $3.9 Million Website Visitors 2,444 Total Key Engagements 128,320 Intent 8.6% Impacted 11,036 Conversion 65% Visitor Parties 7,173 Visitor Party Paid Nights 7.403 Visitor Party Spending $554 Est. Net Economic Impact $3,973,891 Recent research experience indicates that intent turns into actual visitation within 6-9 months 65% of the time. Using that factor, a very conservative approach to project resulting visitation is to apply that intent score only to individuals who engaged deeply with the ad unit. Data used includes those who completed the video, completed one of the photo carousels or visited the website. For paid lodging nights and visitor spending Ebrains used client averages until such time as we have direct data from PWM studies.
FY 15 PRESS COVERAGE 153 Press Stories 153 stories on local, regional and national websites & blogs as well as in newspapers, magazines and trade publications. FY 15 Press highlights include: Whales on Sunday (UK publication) covered WWII Spy training at Prince William Forest Park Men s Health coverage Outdoor Activities Most Haunted Virginia Blog covered Weems Bott Museum Huffington Post covered City of Manassas, Mom s Apple Pie, Marine Corp Museum, & Battlefield Packed Suitcase Blog Covered Historic Occoquan and Historic Downtown Manassas Sports Destination Management Magazine covered fishing at Leesylvania State Park
20+ Travel Writer Visits Trekaroo WQMX-FM Blue Ridge Outdoor Arztliches Journal (Netherlands) History Channel Getaway Mavens Smoke & Fire News Northern Virginia Magazine Capital Region USA Chinese Press FAM (6) Capital Region USA UK Press FAM (6) Richmond Family Magazine
NORTHERN VIRGINIA MARKETING CAMPAGIN YEAR 3
Discover Prince William & Manassas sponsored the games along with Fairfax & Loudoun Counties. Sponsorship included: Reciprocal Link on Web Site Logo on all official programs/signage Web banner advertising Destination Blog Post (see attached) Physical presence at Athlete Village in Reston during the Games Customized print-piece inserted into 12,000 Athlete Registration Bags promoting Prince William (see attached) Visitor information/welcome tables at Prince William & Manassas venues during events. Partners had the opportunity to provide brochures, discount/coupons and/or giveaways at all 5 venues CVB helped secure 7,500 hotel room nights & 5 sanctioned events Discover Prince William & Manassas sponsored an Informational Booth Out of 100,000 attendees, 3,000 spectators visited the booth over the 6 day period where they received Visitor guides and other promotional information about Prince William & Manassas
Visitor Services
Tourism Dependent Investments 2 New Hotels in 2015 Hilton Garden Inn & Homewood Suites at Neabsco Commons 254 hotel rooms & 3,200 sq.ft. event space $4,917,727 revenue potential (based upon FY 13 occupancy & avg. daily rate) $246k potential annual TOT increase $295k annual sales tax increase (does not incl. food, beverage & function space rental) Government Per Diem Issue Dropped from $88 to $85 on Oct 1 Working with hotels, County Staff, GSA 19
Tourism Dependent Investments Other recent investments: Potomac Town Center Elite Shooting Sports Promenade at Virginia Gateway Gainesville 5 Breweries and our first distillery opened in past 2 years: Tin Cannon, Bad Wolf (2 locations), Heritage, Growling Bear, Ornery Brew Pub and KO Distillery Future Tourism Investments: 2016-Home 2 Suites Woodbridge 2016-Murlarkey Distillery 2017-New Marriott Hotel Gainesville Promenade at Virginia Gateway 2017-New exhibit galleries at National Museum of the Marine Corps 2017-2 Silos Brewing Company adjacent Bistro Extended Stay Property & Retail at Manassas Gateway Development Potomac Shores Hotel, Conference Center & Resort / VRE Americans at Wartime Museum Minor League Stadium Potomac Nationals at Potomac Town Center Prince William Museum at Rippon Lodge Potomac Heritage Scenic Trail/Neabsco Creek Boardwalk
21 Sports Tourism
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