RURAL TOURISM STUDIORegional Destination Marketing Organization January 29, 2013
HOW to WORK WITH YOUR REGIONAL DESTINATION MARKETING ORGANIZATION (RDMO)• What is an RDMO vs. DMO? How are they different from a Chamber of Commerce? • Does the RDMO understand the needs of the River Canyon Country? What programs might a RDMO offer my business? • Destination Advertising, Promotion & Sales • The state tourism liaison for increased, leveraged exposure • Welcome Center – Visitor Information Center • Membership or Non-Member Organization • Visitor Guide – collateral fulfillment and distribution • Public Relations – Local, Regional and International • Special Events – Charitable partnerships • Web Site – Digital Marketing • Groups / Meetings & Conventions – Sporting Events WWW.VISITCENTRALOREGON.COM
COMMUNICATION IS KEY WITH YOUR DMO/RDMO• What are the economic drivers in your community and how does the RCC market fit in the tourism, economic and business landscape? • Central Oregon case studies: Tourism, Medical, Wood Products, High Tech, Entrepreneurialism • Tourism employs more than 7,200 Central Oregon residents and is the single largest employer in the region. • Central Oregon has more than 6665 lodging unit rentals in the Tri-County marketplace. Hotel, vacation homes, lodging rental units in the region are a vital component of tourism landscape. • Visitors to Central Oregon generate nearly $8 million annually in Transient Lodging Tax. TLT is most often used for General Fund obligations of cities and counties, such as police, fire and transportation. While TLT allocations vary from community to community, in Deschutes County approximately 27% of the TLT is reinvested in tourism marketing and visitor services. • Central Oregon is a year-round destination, however, more than two-thirds of the TLT is generated between the months June – September.• Destination tourism promotion helps grow and diversify new business development throughout the region by introducing the quality of life in Central Oregon to visitors. The majority of new business starts are a result of people who first discovered Central Oregon while on vacation.
IMAGE ADVERTISING & PROMOTIONHow does your RDMO allocate budget Resources? Is the emphasis on Visitor Center, CustomerRelations, Advertising/Marketing or Sales? What resources are most valuable for your business?Nearly 80% of COVA’s $1.8 million annual budget is spent directly on Advertising, Marketing and PublicRelations and sales programs to position Central Oregon as a visitor destination. COVA’s funds areprimarily invested in highly targeted programs throughout California, Washington and Oregon and aredesigned to drive multi-night, destination visits. All programs are tracked for accountability and ReturnOn Investment.COVA’s 2012 “What’s Your Central Oregon” campaign includes :30 and :60 television commercials; two,half-hour travel destination programs; Interactive & Online geotargeted marketing and a robust printcampaign through the west. COVA will invest nearly $700,000 in paid advertising and our privatepartners leverage our paid schedule by more than two to one.COVA’s funding of the PBS “Getting Away Together” destination series was a strategic Marketing Co-opled by the VRMA’s in Sunriver, Oregon. The GAT opportunity was a vital and highly successful example ofa leveraged marketing and public relations investment. WWW.VISITCENTRALOREGON.COM
WEB & SOCIAL MEDIA CHANNELS• The VisitCentralOregon.com website serves as a vacation planning tool for potential visitors while promoting member businesses through these features: • Searchable member business listings with images, lists of amenities, hyperlinks to business website and social media pages, phone number, address and map location. • An online Event Calendar searchable by date or category with an event submission form from which all members and regional partners can directly publish their events. • Planned feature: an interactive regional map providing users with visual information on the region’s Communities, Cultural By-Way, Scenic Bikeways, Golf Courses and Points of Interest throughout Central Oregon.• Key social media channels such as Facebook, Twitter and YouTube are used to build awareness of Central Oregon among travelers and to foster relationships with repeat visitors. • COVA promotes member news, special events and social media pages to encourage visitor interaction and to inspire travel to the region. WWW.VISITCENTRALOREGON.COM
OFFICIAL VISITORS GUIDE AND DMO MEMBERSHIP OPPORTUNITIES• COVA membership base of more than 500 businesses • Provides industry networking and communications • Provides cooperative marketing opportunities • Provides industry education and training support• Member dues generate 10% of COVA’s annual budget• COVA produces the Official Central Oregon Visitors Guide• Distribution: • Portland International Airport (PDX) • Redmond Airport (RDM) • ‘Travel Oregon Regional Pack’ Program • International bulk mailing • AAA offices statewide • Partner DMO’s / Chambers of Commerce • In-Room at premier lodging properties in Central Oregon • Media and Meeting Planner Press kits • Industry and Consumer Travel Shows and Sales Missions WWW.VISITCENTRALOREGON.COM
WELCOME CENTERThe Central Oregon Visitors Association is professionally staffed in two convenient locations to answerany questions regarding our expansive and diverse region. The COVA Welcome Center and Ticket MillKiosk in Bend’s Old Mill District serves an average of 2,200+ visitors each month. The Central OregonWelcome Center and Ticket Mill Information & Services: Visitor Information and Welcome Center • Regional Member Brochures • State – Travel Oregon Visitor Guide • Regional Visitor Guides (Chambers) • Winter & Summer Recreation Maps • Free Regional Road Maps • Vacation Planning • Relocation Assistance • Lodging Assistance for families • Housing Bureau for Region-wide Events • Region Wide Event Listings & Digital CalendarWelcome Center and Ticket Mill Services includes: • State, Snow Park & NW Forest Pass Permits • Hiking & Biking Maps/Books • Old Mill & Bend, Sisters Downtown Gift Certificates • Central Oregon Artists • Silipints, Old Mill Posters & Pint Glasses WWW.VISITCENTRALOREGON.COM
PUBLIC RELATIONSIn 2013, COVA’s Public Relations and Communications programs will generate more than $3.5 Million inearned media coverage domestically and internationally. Central Oregon will be featured on television,in print (magazine and newspaper), online/digital messaging and via radio broadcast.Central Oregon’s RDMO manages our Public Relations programs with a budget of less than $50,000annually.
INTERNATIONAL MARKETINGINTERNATIONAL MARKETING / PARTNERSHIPS ARE KEY TO OUR SUCCESS:• International Marketing for Central Oregon could not be accomplished without our partnership with Travel Oregon, which heavily leverages the Regional DMO investment.• Funding for Central Oregon’s International sales and marketing efforts is derived from the Travel Oregon Regional Cooperative Marketing Program (RCMP) fund.INTERNATIONAL TRAVELERS:• Receive an average of 6 – 8 weeks paid annually• Spend more per vacation than domestic visitors• Book further in advance and are less influenced by seasonal short-term market fluctuationsINTERNATIONAL FAMILIARIZATION (FAM)/ RESEARCH TRIPS (# guests): Travel Trade Media 2011 43 29 2012 61 35$497,838 Total Value International Media Impressions for FY 2011-12 (Source Travel Oregon clippings report.)INTERNATIONAL VISITOR COMPARISON #’s 2010-11 Fiscal Year Total 419 2011-12 Fiscal Year Total 542 Up 29.36% July – Dec 2011 399 2012-13 FYTD July – Dec 2012 437 Up 9.52%Strongest International Inbound: July – Dec 2011: 160 July – Dec 2012: 230 Up 43.75% WWW.VISITCENTRALOREGON.COM
REGIONAL COOPERATIVE MARKETING PROGRAM (RCMP)REGIONAL, STATE & NATIONAL LEADERSHIP FOR CENTRAL OREGON• COVA is the Travel Oregon appointed RDMO for the Central Oregon region comprised of Deschutes, Crook, Jefferson and South Wasco counties.• Travel Oregon RCMP fund can award up to 15% of the 1% room taxes generated in Central Oregon for regional marketing• RCMP funds are required to be dedicated to out-of-state or international marketing efforts to drive overnight visitation• RCMP Stakeholders Committee is comprised of the Destination Marketing Organization Central Oregon Lodging Advisory Group (COLAG) and includes: Bend Chamber • Visit Bend • Redmond Chamber & CVB • Madras Chamber Prineville Chamber • Sunriver Chamber • La Pine Chamber • Crooked River Ranch Chamber Maupin Chamber • Sisters Chamber • Brasada Ranch • Eagle Crest Resort • Riverhouse Resort Seventh Mountain Resort • Sunriver Resort •Black Butte Ranch Resort • Deschutes Expo Center
SPECIAL EVENTSThe Central Oregon Visitors Association partners with the community to identify, develop and supportheadline shoulder-season events to strengthen Central Oregon as a destination during non-peak travelperiods.Case Study: The Pacific Amateur Golf Classic-The PacAm is the second largest event of its kind inthe U.S., with attendance of more than 1,250 visitors comprised of Participants, friends/family,Sponsors and Media. The PacAm is entirely produced and managed by COVA. • $2.52 Million in direct economic impacts in Central Oregon • $150,000+ donated to Boys & Girls Clubs of Central Oregon in 16-year PacAm history • 98% of participants stated they are “very” or “somewhat” likely to return in 2013. 98% will recommend the event to a friend. • 78% of participants stayed 6 or more nights. 9% stayed 9 or more nights in Central Oregon. • 99% of participants would consider Central Oregon when making future vacation plans. • Media exposure for the region is in excess of $500,000. • Publications: Golf Digest, Golf World, GolfWeek, Inside Golf, Golf Northwest, Pacific NW Golfer, NCGA, SCGA, Executive Golfer and Golf Today • 17th Annual PacAm: September 21-26, 2013 WWW.VISITCENTRALOREGON.COM
GROUPS / MEETINGS & CONVENTIONSPOSITION YOUR DESTINATION FOR MEETINGS / GROUP BUSINESSMeetings and Conventions and the Lodging and Recreation market:• Family Reunions• Weddings• Corporate Incentive Travel• Team / Sport Events• RDMO support for group bookings with lodging partners • COVA operates as the Housing Bureau for region-wide conventions • Official Central Oregon Visitors Guide: Meetings Section • Dedicated budget for Group sales and Marketing • Dedicated Group/Meetings pages on the RDMO web site WWW.VISITCENTRALOREGON.COM
Get to Know Your RDMOand our Partner Opportunity ProgramsWe exist to work FOR you and WITH you! THANK YOU! WWW.VISITCENTRALOREGON.COM