SELLING ORANGE COUNTY, NC TOURISM
Orange County’s Tourism Brand  <ul><ul><li>Research showed that a wide national polling audience didn’t recognize Orange C...
What Is the Perception of Our Area?
 
 
 
 
 
 
 
 
Orange County Tourism   <ul><li>Approximately 1.5 annual visitors to Orange County leave $137 million; $1.3 million in occ...
<ul><li>The good news they like us; they really like us. </li></ul><ul><li>Yet we have a bigger story to tell.  </li></ul>...
Locally, who benefits from tourism?  <ul><li>Residents  save on their taxes  </li></ul><ul><ul><li>1700 residents are empl...
Orange County Visitor Profile  <ul><li>UNC parents, students, alumni, sports fans  </li></ul><ul><li>Business travelers di...
Tourism Profile In Hillsborough  <ul><li>80% visitors drive. </li></ul><ul><li>Strong day-trip market from Triad; VA and T...
Would Tourists Come Anyway?  <ul><li>75% of Orange County visitors come anyway.   </li></ul><ul><ul><li>50% of all Orange ...
Why Fund A Visitors Bureau?  <ul><li>Tourism expenditures from  hotel guests : $57.4 million </li></ul><ul><li>75% attribu...
Tourism’s Potential in Orange County  <ul><ul><li>A 1% increase in hotel occupancy (12 rooms a night) conservatively equal...
 
Marketing Focus  <ul><li>Marketing:   $470,000  </li></ul><ul><li>Description Amount Market  </li></ul><ul><ul><li>On-line...
 
 
 
Helping Economic Development Through Tourism   <ul><ul><li>A 1 % increase in hotel occupancy  ( 12 rooms a night)  equals ...
 
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Hillsborough January 08 Presentation

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  • I’m Laurie Paolicelli, executive director of the Chapel Hill/Orange County Visitors Bureau. Thank you for having me today. I’d like to take you through a 10 minute overview of our area’s tourism industry, including how the countywide Visitors Bureau sells tourism to the area and how we emphasize the towns specifically.
  • Hillsborough January 08 Presentation

    1. 1. SELLING ORANGE COUNTY, NC TOURISM
    2. 2. Orange County’s Tourism Brand <ul><ul><li>Research showed that a wide national polling audience didn’t recognize Orange County, NC. </li></ul></ul><ul><ul><li>WB changed that with Orange County. California owns Orange County. </li></ul></ul><ul><ul><li>There are sixteen Orange County’s in the U.S. </li></ul></ul><ul><ul><li>90% recognize the name Chapel Hill </li></ul></ul><ul><ul><li>Played to that strength. </li></ul></ul><ul><ul><li>Chapel Hill is the brand; Orange County is product </li></ul></ul><ul><ul><li>A rising tide floats all boats= The more visitors we attract to our county, the greater we all do. </li></ul></ul>
    3. 3. What Is the Perception of Our Area?
    4. 12. Orange County Tourism <ul><li>Approximately 1.5 annual visitors to Orange County leave $137 million; $1.3 million in occupancy taxes and nearly $10 million in sales taxes. </li></ul><ul><li>Commissioners allocate this tax ($750,000 annually) to a Tourism Development Authority to: </li></ul><ul><ul><li>Fund a welcome center </li></ul></ul><ul><ul><li>Build new sources of tourism business </li></ul></ul><ul><ul><li>Service visitors through hotels and welcome center </li></ul></ul><ul><ul><li>Secure more future tourism business </li></ul></ul>
    5. 13. <ul><li>The good news they like us; they really like us. </li></ul><ul><li>Yet we have a bigger story to tell. </li></ul><ul><li>And the more attention we get… the more people visit, get hooked on our area and return. </li></ul><ul><li>Tourism is critical to our economy. </li></ul>
    6. 14. Locally, who benefits from tourism? <ul><li>Residents save on their taxes </li></ul><ul><ul><li>1700 residents are employed thanks to the tourism industry. </li></ul></ul><ul><li>Governments diversify the tax base </li></ul><ul><li>Realtors benefit through the visitors who stay </li></ul><ul><li>Electric companies– hotels are large recipients of local utilities </li></ul><ul><li>Wholesale trade – makes the tee shirts and memorabilia </li></ul><ul><li>Artists rely on tourists to buy their wares. </li></ul>
    7. 15. Orange County Visitor Profile <ul><li>UNC parents, students, alumni, sports fans </li></ul><ul><li>Business travelers directly or indirectly associated with UNC </li></ul><ul><li>Medical Visitors </li></ul><ul><li>Social Religious, Fraternal, Reunion </li></ul><ul><li>Weddings </li></ul><ul><li>Business travelers unrelated to the University </li></ul><ul><li>State associations </li></ul><ul><li>High School Athletics and youth competitions </li></ul><ul><li>Visiting Friends and Relatives </li></ul><ul><li>Leisure vacationers and curious travelers (Atlantic Coast) </li></ul><ul><li>Day -Trippers </li></ul>
    8. 16. Tourism Profile In Hillsborough <ul><li>80% visitors drive. </li></ul><ul><li>Strong day-trip market from Triad; VA and Triangle as well as entire state </li></ul><ul><li>Most come for a leisure visit; </li></ul><ul><li>20% for a government, state or association meeting </li></ul><ul><li>VFR (Friends and Family) </li></ul><ul><li>Strong mid-week performance from business; Weekends are VFR, Interstate and Leisure </li></ul><ul><li>June, July Dec/Jan are slower </li></ul><ul><li>Requests are for dining, sightseeing, history, trails, art, family fun and music scene. </li></ul>
    9. 17. Would Tourists Come Anyway? <ul><li>75% of Orange County visitors come anyway. </li></ul><ul><ul><li>50% of all Orange County travelers will travel here for University </li></ul></ul><ul><ul><ul><li>Parents, Students, Fans, Business and Conferences </li></ul></ul></ul><ul><ul><li>15% of Orange County Travelers will travel for medical treatment </li></ul></ul><ul><ul><li>10% of hotel visitors will visit friends and family </li></ul></ul>
    10. 18. Why Fund A Visitors Bureau? <ul><li>Tourism expenditures from hotel guests : $57.4 million </li></ul><ul><li>75% attributed to UNC and hospital is $43 million. </li></ul><ul><li>When the Visitors Bureau influences those 25% unoccupied rooms—originates or assists bookings into them– that’s $14.5 revenue for our hotels. Another $15 million for ancillary businesses. </li></ul><ul><li>The Visitors Bureau keeps visitors in Orange County. </li></ul>
    11. 19. Tourism’s Potential in Orange County <ul><ul><li>A 1% increase in hotel occupancy (12 rooms a night) conservatively equals $822,000 in additional room revenues for Orange County. </li></ul></ul><ul><ul><li>That’s $300,000 for ancillary businesses </li></ul></ul><ul><ul><li>That 1% increase generates $80,000 in additional tax revenue. </li></ul></ul>
    12. 21. Marketing Focus <ul><li>Marketing: $470,000 </li></ul><ul><li>Description Amount Market </li></ul><ul><ul><li>On-line strategies $70,000 National </li></ul></ul><ul><ul><li>Agency Advertising $250,000 National </li></ul></ul><ul><ul><li>Groups/Sales and Service $25,000 Conferences </li></ul></ul><ul><ul><li>Publications $75,000 National </li></ul></ul><ul><ul><li>Public Relations $10,000 National </li></ul></ul><ul><ul><li>High School sports $5,000 Regional </li></ul></ul><ul><ul><li>Tar Heel Sports $10,000 Atlantic Coast </li></ul></ul><ul><ul><li>Gay Tourism Campaign $5,000 National </li></ul></ul><ul><ul><li>Arts & Cultural Promotion $15,000 Regional </li></ul></ul><ul><ul><li>Hillsborough Day Trippers $20,000 Regional </li></ul></ul>
    13. 25. Helping Economic Development Through Tourism <ul><ul><li>A 1 % increase in hotel occupancy ( 12 rooms a night) equals $822,000 in additional room revenues and $300,000 for local area businesses outside of hotels (restaurants stores and more) </li></ul></ul><ul><ul><li>For a 1% increase, we only need to book an extra 12 rooms a night .   </li></ul></ul><ul><li>Keep visitors in Orange County </li></ul><ul><li>Refer friends to other Orange County properties </li></ul><ul><li>Keep weddings, proms and reunions here </li></ul><ul><li>Consider local restaurants and shops first </li></ul><ul><li>Book your association meetings locally </li></ul>

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