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  1. 1. Tourism Update Positioning Madison County for a Strong Future in Tourism
  2. 2. Tourism in Nebraska <ul><li>Tourism is Nebraska’s third largest earner of revenue after agriculture and manufacturing. </li></ul><ul><li>In 2009, travelers spent over $3.7 billion on trips away from home with overnight stays in paid accommodations and on day trips to places 100 miles or more away. </li></ul><ul><li>42,400 jobs in Nebraska were attributable to travel spending. </li></ul>
  3. 3. Tourism in Madison County <ul><li>In 2008 total direct travel spending in Madison County was $30.7M. </li></ul><ul><li>State and local tax revenues from tourism expenditures in Madison County was $2.4M. </li></ul><ul><li>Tourism generated 570 jobs in 2008. </li></ul>
  4. 4. Visitors Bureau Facts <ul><li>County passed a resolution in 1981 to collect a 2% tax on all overnight stays in Madison County. </li></ul><ul><li>In 2003, the County passed another resolution to collect an additional 2% to be used for improvements to tourism facilities. </li></ul><ul><li>The Visitors Bureau is funded by 4% tax on all overnight stays in the County (less than 30 days) </li></ul><ul><li>100% of budget currently comes from lodging tax (we average between 12k-20k/mo) </li></ul>
  5. 5. Historical Market Data <ul><li>Currently 650 Hotel Rooms </li></ul><ul><li>10 Year Average Occupancy is 50.4% (Higher May – Oct) </li></ul><ul><li>Average daily rate was $46.80 in 2000; $65.94 in 2010. (+$19.14) </li></ul><ul><li>Revenue generated from lodging is up nearly $3M/yr compared to 2000. </li></ul><ul><li>Revenue is up because average daily rate is up. </li></ul>
  6. 6. Lodging Data 2011 <ul><li>Occupancy in our hotels is down 6% in 2011 </li></ul><ul><li>Average Daily Rate is up 5.8% in 2011 </li></ul><ul><li>Total lodging revenue is down .6% YTD </li></ul><ul><li>The only way the Visitors Bureau can positively impact lodging tax receipts is by increasing occupancy. </li></ul>Source: Smith Travel Research, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.
  7. 7. Market Strategy 2011 <ul><li>Tourism and Destination Development </li></ul><ul><li>Improving Occupancy </li></ul><ul><li>Expanding Audience </li></ul><ul><li>Driving Revenue </li></ul><ul><li>Operational Excellence </li></ul>
  8. 8. Tourism/Destination Development <ul><li>Promote a Destination Visitors can easily find and identify </li></ul><ul><li>Assess Existing Tourism Inventory </li></ul><ul><li>Develop a long-term plan to make Madison County/Norfolk a destination </li></ul>
  9. 9. Improve Occupancy <ul><li>Create 2 new sports tournaments next year </li></ul><ul><li>Create Home Town Hero program </li></ul><ul><li>Offer financial incentives to meeting planners and groups </li></ul><ul><li>Use grants/sponsorships to meet organizational goals </li></ul><ul><li>Attract 1 tourism business to MC </li></ul>
  10. 10. Expand Audience <ul><li>Market Visitors Bureau to internal stakeholders </li></ul><ul><li>Continue to leverage State leads program and other co-op opportunities </li></ul><ul><li>Use social media and trust casting </li></ul><ul><li>Improve ROI on grants/sponsorships </li></ul><ul><li>Assign metrics to media spending </li></ul>
  11. 11. Drive Revenue <ul><li>Generate non-traditional revenue from print and online sales </li></ul><ul><li>Partner with Pierce and Stanton Counties </li></ul><ul><li>Sell sponsorships for meetings/events </li></ul><ul><li>Improve Occupancy </li></ul>
  12. 12. Operational Excellence <ul><li>Create appropriate corporate structure </li></ul><ul><li>House in a location that works organizationally/functionally </li></ul><ul><li>Foster an environment of financial transparency </li></ul><ul><li>Be stewards of lodging tax monies </li></ul><ul><li>Use data to make strong decisions </li></ul><ul><li>Create a “want to work for” culture </li></ul>
  13. 13. Popular vs. Right
  14. 14. Internal vs. External
  15. 15. Why Norfolk Area Visitors Bureau? <ul><li>Travelers don’t travel by county lines despite funding structures </li></ul><ul><li>Where is Cheyenne County? (Sidney) Gage County? (Beatrice) </li></ul><ul><li>It’s how people refer to and know the area. </li></ul><ul><li>Name recognition (30 MCs in the US) </li></ul><ul><li>Higher number of web hits/inquiries </li></ul>
  16. 16. <ul><li>8 of our Top 10 Key Word Searches included “Norfolk”. Only 1 of the top 10 included </li></ul><ul><li>Madison County. </li></ul>
  17. 17. Surrounding Communities <ul><li>The Board is committed to supporting and promoting our other communities. </li></ul><ul><li>We will place greater emphasis on spoke and hub tours. </li></ul><ul><li>Improved online focus </li></ul><ul><li>Earmark grant monies </li></ul><ul><li>Outreach & Training </li></ul>
  18. 18. <ul><li>Questions? </li></ul>

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