2013–2014
Strategic Plan
2Chapel Hill / Orange County Visitors Bureau
Position Chapel Hill and all of Orange County as a
d...
connections
• continue to: 1) prioritize mid-week bookings by reaching “business
tourists”; 2) place secondary emphasis on...
current year summary
“EXHALE,” FRANKLIN STREET, CHAPEL HILL, NC
VISITCHAPELHILL.ORG
888.968.2060
bewaRe:
ImaGInatIons
RUNNInG wILd
There’s alwa...
soMe
places
aRe eVen
beTTeR
ByFOOt.
VISITCHAPELHILL.ORG
888.968.2060
TAR HEEL 10 MILER, CHAPEL HILL, NC
There’s never a sh...
VISITCHAPELHILL.ORG
888.968.2060
The unique vibe. The gourmet food.
The freakishly nice people. Lots of smart
folks have c...
connections
groups
consumer
target mix
80%
percent of total spend
allocated to consumer audience.
other
online
printmedia ...
connections planning
sources of influence: planning
Source: Google, The 2013 Traveler, November 2013.
internet
family, frie...
connections planning
58%
of leisure travelers always
“start my travel booking and
planning process with search.”
Source: G...
connections planning
90%
“The vast majority of people
(90%) placed importance of
other people’s reviews when
booking the a...
connections hillsborough VA heavy-up
• leverage traffic coming to the area from
north-of-the-border.
• under consideration:...
connections food promotion
• solidify Chapel Hill’s culinary culture
amongst potential visitors.
• integrated, cross-platf...
Festivals,
Sporting
Events and
Tourism
6Chapel Hill / Orange County Visitors Bureau
•	More than 24 Orange
County festivals...
Festivals,
Sporting
Events and
Tourism
7Chapel Hill / Orange County Visitors Bureau
The Impact of Festivals on Tourism
•	E...
Festivals,
Sporting
Events and
Tourism
15Chapel Hill / Orange County Visitors Bureau
Tourism works for Orange County
•	Dom...
The Economic Impact of Tourism in Orange County
The Economic Impact of Tourism in Orange County
The Economic Impact of Tourism in Orange County
The Economic Impact of Tourism in Orange County
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The Economic Impact of Tourism in Orange County

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The Economic Impact of Tourism in Orange County

  1. 1. 2013–2014 Strategic Plan 2Chapel Hill / Orange County Visitors Bureau Position Chapel Hill and all of Orange County as a desirable place to visit and host a meeting or conference with careful consideration to the needs and assets of the Orange County communities. Engage in a variety of activities that will result in increased hotel bookings, rental of area meeting facilities, visitations, increased occupancy tax receipts and visitor expenditures. Mission Statement
  2. 2. connections • continue to: 1) prioritize mid-week bookings by reaching “business tourists”; 2) place secondary emphasis on leisure/transient business. • continue to support groups/meetings segment at comparable levels. • expand commitment to LGBT market. • explore additional initiatives, including Hillsborough VA heavy-up, food promotion, TV. highlights
  3. 3. current year summary
  4. 4. “EXHALE,” FRANKLIN STREET, CHAPEL HILL, NC VISITCHAPELHILL.ORG 888.968.2060 bewaRe: ImaGInatIons RUNNInG wILd There’s always something new to get into at the edge of the Triangle. A new art exhibit. A new cupcake shop. A new show to see. Whatever you’re into, you can be sure that visiting the Chapel Hill area will always give you a new perspective. VISITCHAPELHILL.ORG 888.968.2060 Master the art of giving this holiday season with FRANK. The gallery's collection of artists will offer an array of wares for your shopping pleasure, November 5 thru January 5. FRANK GALLERY, CHAPEL HILL, NC new Ideas aRound eVeRy coRneR. the aRtoF dIscoVeRy VISITCHAPELHILL.ORG 888.968.2060 Chapel Hill’s celebrated Franklin Street features over 200 shops, boutiques, galleries, jewelers and restaurants, all on a historic street named for Benjamin Franklin. Carr Mill Mall, a restored textile mill in Carrboro, offers everything from specialty gifts to outdoor adventure items and great dining. And for antiques, chocolate, gifts and more, visit Hillsborough’s Churton Street. Enjoy unique shops and meet some very interesting people along the way. SOUTHERN SEASON, UNIVERSITY MALL, CHAPEL HILL, NC
  5. 5. soMe places aRe eVen beTTeR ByFOOt. VISITCHAPELHILL.ORG 888.968.2060 TAR HEEL 10 MILER, CHAPEL HILL, NC There’s never a shortage of sporting events and activities at the edge of the Triangle. From family-friendly races to pickup games, country parks to city leagues, the Chapel Hill area welcomes athletes of all skill levels as well as their biggest fans. thIs Is not yoUR oRdInaRy playGRoUnd. Whatever you’re into, you can be sure that visiting the Chapel Hill area will always give you a new perspective. VISITCHAPELHILL.ORG 888.968.2060 BOTANICAL GARDEN, CHAPEL HILL, NC
  6. 6. VISITCHAPELHILL.ORG 888.968.2060 The unique vibe. The gourmet food. The freakishly nice people. Lots of smart folks have chosen the edge of the Triangle for their big event, too. Now it’s your turn to take all the credit for deciding on the Chapel Hill area. Kudos! GReat mInds thInk aLIke. THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC VISITCHAPELHILL.ORG 888.968.2060 unconventIonaL conVentIons. The Chapel Hill area has plenty of unique meeting spaces. Maybe you’ll meet in an amphitheater. Or a woodsy retreat. Or a boutique hotel. Either way, when you meet at the edge of the Triangle, you’re already thinking outside the box. BOTANICAL GARDENS, CHAPEL HILL, NC
  7. 7. connections groups consumer target mix 80% percent of total spend allocated to consumer audience. other online printmedia mix 95% percent of spend allocated to print & digital channels. FY 2013-14 mix
  8. 8. connections planning sources of influence: planning Source: Google, The 2013 Traveler, November 2013. internet family, friends, or collegues informational brochures magazines & newspapers tv travel agents books 800 or toll-free number travel groups radio 4% 8% 9% 9% 17% 18% 25% 28% 49% 80%
  9. 9. connections planning 58% of leisure travelers always “start my travel booking and planning process with search.” Source: Google, The 2013 Traveler, November 2013.
  10. 10. connections planning 90% “The vast majority of people (90%) placed importance of other people’s reviews when booking the accommodation for their last trip.” Source: Google, TripBarometer by TripAdvisor, Winter 2012/13.
  11. 11. connections hillsborough VA heavy-up • leverage traffic coming to the area from north-of-the-border. • under consideration: digital, print, OOH. • $25k dedicated budget.
  12. 12. connections food promotion • solidify Chapel Hill’s culinary culture amongst potential visitors. • integrated, cross-platform partnership with leading publisher.
  13. 13. Festivals, Sporting Events and Tourism 6Chapel Hill / Orange County Visitors Bureau • More than 24 Orange County festivals occur annually. • More than half use government facilities. • They greatly contribute to new guests visiting Orange County. • Festivals grow revenues, the tax base and fuel local businesses. Why Events and Festivals? eVentS On theedGe tRIaNGLe hiLLsboRoUGh CandLeliGht home touR dec. 2, nOOn–6pm A holiday-inspired tour of historic privately owned homes, historic churches and businesses. Also enjoy a horse-drawn carriage ride through downtown for a nominal fee, and see the Holiday Tree Lighting Ceremony and Holiday Parade. hiLLsboRough’s FResh ROOts FestiVal octobeR 20 The Downtown Hillsborough’s Fresh Roots Festival is a day-long celebration of food, music, activities and fun with the Handmade Parade starting at 2 pm. The festival will be followed on Sunday with the Fresh Roots Feast featuring a Farm-to-Fork dinner at The Depot at Hillsborough Station. exPLoRe 2nd FRiday aRtwalks On the second Friday of the month area galleries and merchants welcome patrons from 6 pm until 9 pm. Participating stores include the Ackland Art Museum and store, The ArtsCenter, FRANK Gallery, NC Crafts gallery Womancraft and more. EXPLORE FestifaLL October 7 This year will celebrate the 40th Annual Festifall event on West Franklin Street, North Carolina’s longest running event. Festifall includes music and live performances, children’s activities, food, and visual and performing arts. exPLoRe FestiFaLL octobeR 7 This year will celebrate the 40th Annual Festifall event on West Franklin Street, North Carolina’s longest running event. Festifall includes music and live performances, children’s activities, food, and visual and performing arts. nc coMedy FeStIVaL aLL FeBRUaRy The NC Comedy Festival is a month-long event during February hosted by DSI Comedy Theater in Carrboro. The Comedy Festival is reported to be the largest comedy festival in the Southern United States. VISITCHAPELHILL.ORG 888.968.2060 tUne INTO the caRRboRo Film FestiVal noVembeR 18 From 1–7 pm at the Carrboro Century Center. Started in 2006, the Carrboro Film Festival promotes area short films of 20 minutes or less. ch_ourstate_fullpg co-op ad_2012_hires.pdf 1 8/21/12 11:15 AM
  14. 14. Festivals, Sporting Events and Tourism 7Chapel Hill / Orange County Visitors Bureau The Impact of Festivals on Tourism • Events have the potential to generate a vast amount of tourism when they cater to out of-region visitors. • Events are seen as important tool for attracting visitors and building image within different communities. • Tourism related services, which include travel, accommodation, restaurants, shopping are the major beneficiaries of the event.
  15. 15. Festivals, Sporting Events and Tourism 15Chapel Hill / Orange County Visitors Bureau Tourism works for Orange County • Domestic visitors to and within Orange County spent $161.6 million in 2012, an increase of %from 2011. • The travel and tourism employs 1,650 in Orange County. • Total payroll generated by the tourism was $29.37 million. • State tax revenue generated in Orange County totaled $8.54 million through state taxes. • $3.31 million in local taxes from travel- generated and travel-supported businesses.

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