Ithaca/Tompkins County Convention & Visitors Bureau Q2 .

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Intro / Marketing / PR / Visitor Services / SalesIthaca/Tompkins CountyConvention & Visitors BureauQ2 2016 ReportSix Months, Ending June 2016Learn more

Intro / Visitor Services / Marketing / PR / SalesA Message from Peggy ColemanVP, Tourism & Community RelationsWhat a great first week! I’ve worked in the destination marketing industryfor a long time, including as the Sales Manager here at the CVB in the 90s.Many moons later, I’m thrilled to be back as the VP, Tourism & CommunityRelations for the Tompkins County Chamber of Commerce & CVB.So much has changed over the last 21 years: new hotel development,new product offerings, upgrades to area theaters and to the Commons, toname just a few. The one thing that has remained constant is a talented,dedicated, and professional CVB team who inspires visitation from acrossthe globe and then provides stellar visitor services to encourage repeatvisitation. I am honored to join the team of the Ithaca/Tompkins CountyConvention and Visitors Bureau. I look forward to meeting each of youin the coming weeks!The county tourism economy for the first half of 2016 finished strong,with growth in occupancy, rate, demand, and revenue. All threedepartments of the CVB contributed to this economic growth. Marketinglaunched the “Ithaca is People” Instagram campaign featuring local influencers resulting in doublethe followers in just 25 days. 90% of our Facebook fans are from outside the destination, gaining usthe highest potential for visitor conversion. Sales maintained its aggressive pace with over 758,809 inprojected revenue from business booked from leads generated by the CVB. For the first time, our salesteam participated in the Administrative Professionals Celebrations on both Cornell and IC campuses,educating 700 professionals who influence meeting site selection. Visitor Services opened a thirdvisitor center at the Taughannock Falls Overlook. In the first three weeks of operation, the VisitorServices team already assisted 3300 visitors at the new center.We have many exciting programs in the pipeline for the rest of 2016, including updating the VisitorProfile Study and partnering with the County Tourism Program and Cornell Cooperative Extension on anagriculinary tourism project to develop and promote agriculinary tourism assets in Tompkins County.In the meantime, I encourage you all to get out and enjoy our destination as a visitor.Safe travels,Peggy Coleman, VP, Tourism & Community RelationsIthaca/Tompkins CountyConvention & Visitors BureauQ1-Q2 2016 Lodging Market Performance (STR)OCC Rate*Avg Daily Rate**RevParSupplyDemandRevenueIthaca-Tompkins 5.1%55.6% 1.8% 149.45 7.0% 83.09-3.4%241,600 1.5%134,324 20.075mil 3.4%NY Ex. NYC67% 0.3% 183.16-1.6% 124.16-1.3% 2.2% 3.5% 3.8%*Occupancy Rate **Revenue per available roomUSA63.5% 122.18 77.520% 3% 3% 1.5% 1.5% 4%

Intro / Visitor Services / Marketing / PR / SalesTaughannock VisitorCenter staff talks to3,326 visitors overthree weeks in June}Visitor Center TrafficWe have experienced anunprecedented 33% growth YoYin visitor touchpoints! 38% of ourtotal visitor touchpoints are madethrough the three visitor centers.84% of guests to our centers arefrom the US. Top 4 countries indescending order were Canada,UK, Germany, and Israel. Top 10home states of our guests were NY,PA, NJ, OH, MA, CA, CT, FL, MD, VA.}YTD TotalsESD Walk insDVC Walk insTaughannockChat RequestsTG RequestsOff-Site TouchpointsPhone wn Gown SuccessAs part of our work plan,we have made a concertedeffort to have morepresence on both collegecampuses during orientations, gradfairs and the like this spring. Data indicates36% of our documented touchpoints have beenreached through this method of 278624460073490172614307Lodging inquiriesWaterfalls/State Parks/HikingEventsDirections/TransportationOutdoor avel Guide RequestRestaurantsChat Top 10Chat Still Producing InquiriesChat component resulted in435 lodging inquiries with anestimated impact of 789 roomnights. 30% of chat inquiries arerelated to lodging and waterfalls.Visitor Services Departmentparticipated in Ithaca Todayand Ithaca College OpenHouses this springNew Visitors CenterTaughannock ShowingTremendous ImpactOpening our third visitorcenter has demonstratedsuccess in three shortweeks. We assisted 3,326visitors from 44 states and 33countries.Corning Museum ofGlass brought 20 docentsand volunteers to FAMTompkins CountyVisitor Center Top 3 Topics of ConversationDirectionsand/or Maps19%Waterfalls / StateParks / Hiking39%DowntownInformation54%

Intro / Visitor Services / Marketing / PR / SalesMobile traffic toVisitIthaca.com nearlymatches desktop at 46%Instagram relaunchincreases followers by 101%in 3 weeks‘Ithaca is People’ LaunchOur Instagram is now run byTompkins County residents,with early results doubling ouraudience in less than a month.They are highlighted across allsocial mediums to drive traffic toour Instagram account.737 1480 4359}Early ResultsGorges Getaway Campaign SuccessThe six week campaign broke ourrecord for lowest CPA (Cost PerAcquisition) of email addresses,and garnered us an additional3,867 email newsletter subscribers.Q3, Q4 2014}With 90% of active fans livingoutside Ithaca and 76% women,Facebook is reaching a primetourism audience.Followers onJune 5, 2016(Relaunch Date)Facebook Fan GrowthFacebook Engagement at New HighWith a strategized focus on fourcontent pillars, we have seennumbers rise faster in this halfyear than the previous three.Q3, Q4 201590%4,176Q1, Q2 201621%Fans LivingOutside ofTompkinsCountyGrowthYoY 5-8426KAverage CPA CostImpressions 3.503,8672015 Sweeps CPA CostNew Subscribers 1.4834,4152016 Sweeps CPA CostTotal Subscribers}YTD Web Traffic}While last year’s Key West PRanomaly spiked traffic last year withover 200,000 unique site visits, weare seeing expected numbers for2016, with our new site minimizingpageviews as users are directed towardsrelevant content easier than ever.Engagements fromJune 5-30, 2016Followers onJune 30, 20163,9263,1952,197Q1, Q2 2015Campaign ROIMobile Traffic Matches DesktopQ1-Q2, mobile/tablet devices havebrought in 46% of all site traffic, up from36% in 2015.2016 Sweepstakes lowersCPA by 48% YoY, our lowestever in email marketing295,5732014 Impressions501,1432015 Impressions2016 Impressions224,8091,192,3182014 Pageviews1,542,7212015 Pageviews2016 PageviewsIthaca Farm to Fork1,023 Facebook Likes25% increasePost Engagement up 25%since Q4 thaca.com 2.0 inpreliminary phasesto further refine UserExperience after August2015 launch

Intro / Visitor Services / Marketing / PR / SalesCanadian tourism campaigncontinues to grow with1 million cross-borderimpressions8 million regionalimpressions, including nearly2.5 million local impressions}}8.13M}Local ImpressionsLocal Awards and AccoladesIthaca/Tompkins Countygathered nearly 20.5 million impressions due to features andawards from media such as USAToday, Thrillist and Men’s Journalmagazine.Regional ImpressionsReginal Tourism Council puts FLXin the SpotlightThe Finger Lakes Regional TourismCouncil and QUINN PR brought8.1million impressions to theregion from national mediaincluding Glamour Magazine, TheWall Street Journal and theToday Show.BrandUSA Cayuga LakeScenic Byway Video inproduction}20.5MInternational PR Continues to Grow:A Welcome Surprise: Cross Border ShowcaseOur partnership with the largest Canadian tourismcampaign in the country resulted in 1 million out-ofmarket media impressions since May including radio spotstotaling an average of 20,000 listeners.Brand USA: Cayuga Lake Scenic Byway VideoTompkins, Cayuga and Seneca Counties have partneredfor a production of a destination video and travel articlethat will be broadcasted worldwide. This video will betranslated in numerous languages. We will own the rightsto all content including b-roll video.Notable 2016 Stories Include:ImpressionsImpressions

Intro / Visitor Services / Marketing / PR / SalesTrade show attendancebrings 59 appointments withtour operators YTD51 leads booked YTD bringsover 758,809 in revenue,2,294 room nights, 22% YoYIthaca Motorcoach FAMtour brings bookedbusinessIthaca Sales by the Numbers:51 759KSales LeadsBooked YTDPojected Revenue}13 }900 }13 }147 }}332,294Projected Room NightsAmerican Bus AssociationThe number of appointments with tour operators that tookplace at the American Bus Association (ABA) Marketplace.Pennsylvania Bus AssociationThe number of appointments conducted at the Pennsylvania BusAssociation (PBA) annual meeting.PBA MarketplaceThe number of group leaders who attended PBA marketplacewith 25 tour operators where Ithaca CVB had a booth.Destinations of New York StateThe number of appointments secured at the Destinations of NewYork State (DONYS) sales blitz, focusing on New England andConnecticut.Empire State Society of Association ExecutivesThe number of association executives at the Empire StateSociety of Association Executives exposition, where Ithaca CVB,Statler, and Hotel Ithaca were all exhibiting.Ithaca Sales Motorcoach FAMThe June 2016 FAM tour has already resulted inmultiple bookings for 2017.

Intro / Visitor Services / Marketing / PR / SalesTourism Development Projects:Visitor Profile Study to Be UpdatedThe Tompkins County Tourism Program, CVB, DiscoveryTrail, and other tourism partners are joining forces toupdate our Tompkins County visitor profile, and willbe executing a contract shortly for these services. TheVisitor Profile Study Client Committee received andreviewed two proposals from consultants interested inupdating the oft-cited “Chmura Study” from 2010. Workon this important project is set to begin by fall 2016, withcompletion in late summer of 2017.Ithaca Events Launch is on the HorizonThe Ithaca Events website is in its final phases! Venuelanding pages have been created and events arecurrently being reorganized and curated for a cleaner,more user-friendly calendar. The default calendar designis being customized to create a seamless user experiencewhile redirecting traffic to the Visit Ithaca website.Sowing the Seeds of Agri-Culinary TourismIn February, with the support of the CVB, over 100 localfarmers and rural land owners attended a conferenceto learn about opportunities to grow their businessand host visitors to our area. Community engagementcontinues to grow on social media platforms, and ourrecently launched social media campaign is inclusive ofresidents involved in the local farm-to-fork movement. TheTompkins County Tourism Program has secured a grantfrom the USDA to continue the development of marketing,product development and technical assistance aspects ofthe program.

Do you/your businesswant to be our featuredGuest Blogger?Contact livia@visitithaca.com for more information!Ithaca/Tompkins County Convention & Visitors Bureau Staff ContactsPeggy ColemanVP, Tourism & Community Relationspeggy@visitithaca.comJodi LaPierreVisitor Services Managerjodi@visitithaca.comSarah ImesSales Managersarah@visitithaca.comRachael Atkins-WalpoleAsst. Visitor Services Managerrachael@visitithaca.comLivia IsaacsonMarketing & PR Managerlivia@visitithaca.comDiane HemlyVisitor Services Specialistdiane@visitithaca.comRodney FlemingInteractive Marketing Managerrodney@visitithaca.com

Empire State Society of Association Executives The number of association executives at the Empire State Society of Association Executives exposition, where Ithaca CVB, Statler, and Hotel Ithaca were all exhibiting. Ithaca Sales Motorcoach FAM The June 2016 FAM tour has already resulted in mu

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