2017 GA CVB Presentation at the October Luncheon
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Julie Ford Musselman, Executive Director of the Georgia Association of Convention & Visitors Bureaus, was the guest speaker at the October Progress Through People Luncheon. Event sponsored by the Liberty County Convention & Visitors Bureau.
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2017 GA CVB Presentation at the October Luncheon
- 1. Liberty County CVB Julie Ford Musselman Georgia Association of CVBs October 12, 2017
- 2. Georgia Association of CVBs The Georgia Association of Convention and Visitors Bureaus is an organization comprised of 83 diverse tourism bureaus throughout the state of Georgia
- 3. Georgia Association of CVBs • Unified voice of Georgia’s destination marketing organizations • Provide industry education and professional development opportunities to members
- 4. The mission is pursued by: • Providing continuing education for our members • Positioning the tourism industry as an important economic generator in member communities and the state; and increase the awareness of the industry • Exerting its collective influence in matters which may impact the local or state tourism industry
- 6. Tourism in Georgia: • Generated a record-breaking $61.1 billion in business sales in 2016, up 3.5%* • Sustained an estimated 450,000 jobs directly or indirectly, making it the state’s 5th largest employer • Resulted in $3 billion in state and local tax revenues collected • Benefited every household with savings of over $800 annually in state and local taxes *Source: U.S. Travel Association and Tourism Economics. Includes direct, indirect and induced impact. Total impact figure includes capital investment, government spending and construction.
- 7. Tourism in Liberty Co: • Generated $107.1 million in direct travel spending • This is an increase of over $20 million since 2009 • 574 jobs supported • $4.2 million in state tax revenues & $3.3 million in local tax revenues • Each household in Liberty County received $327 in tax relief as a result of the taxes generated by direct travel spending
- 8. Diversity of Georgia’s CVBs • Can be formed many ways • Must have state & local enabling legislation • Contract with the local government required • Only One CVB per community
- 9. Diversity of Georgia’s CVBs Liberty County: • One of 28 CVBs in the state with a budget of between $100,000 - $249,000 • Average staff size is 2.2 Across the country: • Top Public Funding Source – Hotel/Motel Tax • Private Funding Source – Advertising & Dues
- 10. Annual Budget Allocation Nationally • 37% Personnel Costs • 51.5% Program Expenses • 11.5% Admin/General Expenses Liberty County • 38.2% Personnel Costs • 51.4% Program Expenses • 10.4% Admin/General Expenses
- 11. Understanding Everyone's role • Chambers enhance and influence the business community • DMO’s market and drive visitation to the community • EDC’s market and drive industry to the community • City/County Government service the community
- 12. Chamber & Tourism From the Chamber side: • Serves Members • Education and services • Branded on Members’ needs • Markets Quality of life • Promotes members From the Tourism side: • Serves Visitors • Entertainment and adventure • Branded on visitors needs • Markets to those outside the community • Makes Cash Registers Ring
- 13. United voice benefits • Web & Social Media story • News media outlets • Community Ownership • News outlets • Community Awareness
- 14. Liberty County CVB Accolades GACVB Best Ideas Winner (budgets under $500,000) • 2016 – Best Print Campaign • 2017 – Best Digital Marketing Campaign
- 15. Liberty County CVB Accolades Larry Allen Tourism Leadership Award • 2016 – Leah Poole, CEO Stellar Service Award • 2017 – Mary Prince, Coordinator of First Impressions • Mary was also a finalist for the Linda Horn Hospitality Award
- 16. Destination Promotion: An Engine of Economic Development
- 17. If you build a place people want to visit, you build a place where people want to live. If you build a place where people want to live, you’ll build a place where people want to work. If you build a place where people want to work, you’ll build a place where business needs to be. And if you build a place where business has to be, you’ll build a place where people have to visit. --Author Unknown
- 18. Julie Ford Musselman Executive Director GACVB www.gacvb.com jmusselman@gacvb.com 912.897.6339
Editor's Notes
- Thank you __________ for the kind introduction and for having me here in Liberty County today. I’m going to start by sharing a little about the organization I represent, GACVB.
- Georgia’s Convention and Visitors Bureaus are The Front Porch to Georgia’s Tourism Economy. We play a significant role in the 61.1 BILLION dollar economic contribution that the tourism industry has on Georgia’s economy. Through successful destination marketing strategies, the many convention and visitors bureaus in our unique towns, cities, counties and regions help generate visitor spending which supports thousands of businesses and 450,000 jobs, just shy of the total population of the City of Atlanta. Every Georgia household saves $800 due to the taxes generated by the tourism industry. All sectors of the Georgia economy benefit from tourism activity.
- Many ways to form a CVB - A CVB may be a stand alone organization, it may be designated as a 501c6 (and most are in Georgia) But it also may be affiliated with an AUTHORITY, a CHAMBER OF COMMERCE (like here in Liberty County and also in Savannah, for example), could be part of the CITY GOVT, CONSOLIDATED GOVT or COUNTY GOVT, or with a DDA.
- Georgia’s CVBs are as diverse as our destinations. Our budgets range from the smallest in Chicamauga at $12,000 to Atlanta which is over $27 million. Liberty County sits in the range of $100 - $250,000 annually with about a third of our membership. The average staff size of these 28 CVBs is 2.2 people. DMOs overall continue to deploy a staffing strategy that focuses on targeted marketing, business development, and visitor servicing efforts for their destination. Georgia mimics the rest of the country – the top public funding source is the hotel-motel tax. More than 87% of DMOs nationally reported receiving hotel motel tax revenue, by far the leading source of public investment. Advertising revenue is the most prevalent form of private source revenue (around 19%) with membership dues representing 16% of revenues on average. Nationally, 39% of DMOs have dues-paying members.
- For 2015, reporting DMOs allocated justs over half of their budget to specific marketing/promotions programs, with 37% invested in personnel costs and just over 11% in administrative/general expenses. These broad allocations vary by DMO budget size. Marketing & promotions programs generally increase as DMO budgets grow, while personnel costs generally decreased as an overall percentage as DMO budgets rose.
- An award-winning DMO, the LCCVB earned two awards from the Georgia Association of Convention & Visitors Bureau (GACVB) in 2016 and 2017, for Best Print Campaign and Best Digital Marketing Campaign respectively.
- Individuals in the organization have also been recognized; LCCVB CEO Leah Poole earned the Larry Allen Tourism Leadership Award at the Georgia Governor’s Tourism Conference in 2016. Presented by Governor Nathan Deal. Coordinator of First Impressions Mary Prince was nominated for the Linda Horn Hospitality Award and was selected as a finalist, earning the first Stellar Service Award in April of 2017.
- I want to leave you with this thought - Liberty County’s success is dependent on collaboration of the leadership of this community. The importance of destination promotion to the visitor economy is well-recognized, but destination promotion also acts as a catalyst of economic development in a broader sense. Oxford Economics latest research shows that in fact, cities that prioritize destination promotion, and coordinate these efforts with economic development initiatives, are better positioned to compete for new investments, corporate relocations and a talented workforce. Attracting Strategic Events/ie. Visitors – Direct exposure to the community Raising the Destination Profile – destination promotion builds awareness and familiarity in networks outside the community Building Transport Networks – By developing the visitor economy, destination promotion also supports transportation infrastructure, providing greater accessibility which is attractive in investment in other sectors. Raising the Quality of Life – Visitor spending helps support a broader and higher quality set of local amenities and an area could otherwise sustain. The cultural, entertainment, culinary, and retail attractions that visitors support make a place more attractive to investors.
- Microsoft Confidential