JCVB Annual Report 2016

ANNUAL REPORT 2016

o u r M ISSION The mission of the Jefferson Convention & Visitors

Bureau, Inc. (JCVB) is to actively partner with the tourism and hospitality industry by marketing and selling the destination brand experience with resulting additional spending by leisure and group travel visitors leading to enhanced community economic vitality and resident quality of life.

Jefferson Convention & Visitors Bureau, Inc.

o u r v i s i o n As a brand driven and destination leader, the Jefferson

Convention & Visitors Bureau, Inc. (JCVB) is innovative and influential in bringing new visitor business to the Parish tourism/hospitality industry and host communities.

A L e t t e r f r o m t h e P r e s i d e n t & C EO

Dear Partners & Stakeholders: Tourism is a leading industry in Louisiana and Jefferson Parish. Louisiana welcomed a record 46.7 million visitors this past year who spent $16.8 billion. Closer to home, the state’s latest report, 2015, showed that Jefferson Parish garnered $1.1 billion in tourism spending and employed 10,000 within its hospitality industry.* The Jefferson Convention & Visitors Bureau, Inc. (JCVB) operates under a combination of public and private investments. The JCVB promotes the destination to the leisure traveler and to group markets specializing in corporate, conference, religious, reunion, and sports gatherings through promotion of the unique and diverse amenities our parish offers.

Marketing the destination is vital to visitor awareness. A successful visitor experience within the destination relies upon its ability to deliver on that message. In 2016, the JCVB was successful in educating our industry workers on the attributes of our destination through a series of Destination Host seminars. Awareness of Jefferson’s unique experiences, such as taking in a minor-league baseball game, walking through time and space in a NASA prototype, paddling through the waterways of the Barataria, or trying charbroiled oysters for the first time, delivers a memorable getaway.

Jefferson Parish tourism is poised for growth over the next several years with the expansion of the Louis Armstrong New Orleans International Airport, hotel and retail development, and community improvements all on the horizon. The establishment of the tourism support assessment will expand our marketing efforts in 2017, allowing for a more aggressive leisure campaign reaching niche markets and special interest travelers.

Thank you for your support of the JCVB and the Jefferson Parish tourism industry. Together we are investing in our future, creating jobs, growing our economy, and cultivating opportunities to develop our destination.

Sincerely, Violet Peters, President & CEO * Source, US Travel Association for the Louisiana Office of Tourism

G RO W IN G J EFFERSON ’ S E C ONO M Y 2015*

Visitor Spend

$1,161,100,000

up 2.2%

Payroll

$219,600,000

up 7.3%

State Tax Receipts

$68,600,000

up 7.9%

Employment

10,000

up 3.5%

Jefferson convention & visitors bureau, inc

* Source: US Travel Association for the Louisiana Office of Tourism 2015 is the most current data available

Destination Leadership

DESTINATION L EADERSHI P

President & CEO Violet Peters graduated from the Certified Destination Management Executive (CDME) program at the annual Destination Marketing Association International (DMAI) convention in August, 2016. DMAI is recognized as the leader in the DMO industry and is dedicated to the professional development of its leadership. Carolyn Barrett, Senior Sales Manager & Kenner Liaison, was honored as the recipient of the Louisiana Society of Association Executives’ (LSAE) Supplier of the Year, as well as the Society of Government Meeting Professionals’ (SGMP) President Award, and Connect Magazine’s designation as 2016 Trailblazers, Groundbreakers, Industry Leaders, and Meetings Planners to Watch in 2017.

DESTINATION D e v e l o pm e n t

• Jefferson Parish welcomed 16 uniquely designed floating cabins at Bayou Segnette State Park and 334 new hotel guest rooms • Gretna Heritage House Welcome Center and Gretna Cultural Center for the Arts opened their doors to visitors • NOLA Motorsports Park welcomed the Xtreme Xperience as a permanent attraction •

Parc des Familles completed three sheltered pavilions and a 2,000 sq. ft. boardwalk

• Lafitte’s Barataria Museum opened a unique gift shop • Jefferson Parish welcomed the New Orleans Baby Cakes as the newly branded name of our beloved AAA baseball team • In 2016, Louis Armstrong New Orleans International Airport added a variety of flights: o

Allegiant Airlines added one twice-weekly departure each to Tulsa International and Concord Regional Airport

o

JetBlue celebrated its 15th year and added daily non-stop flights to Ft. Lauderdale-Hollywood International Airport

o Choice Aire launched year-round non-stop service from San Pedro Sula, Honduras

ANNUAL REPORT 2016

DESTINATION I n f l u e n c e r s

• The AVP Pro Beach Volleyball Tour provided national attention for Jefferson Parish • The Miss Louisiana USA & Miss Teen Louisiana USA pageants were held in Jefferson Parish for the first time, hosted by the Jefferson Performing Arts Center • The JCVB hosted the Your Military Reunion Connection (YMRC) familiarization tour showcasing Jefferson Parish as a military reunion hub • In partnership with the Louisiana Office of Tourism, the JCVB hosted 18 German Tour Operators, generating an article in the American Journal • In partnership with Lakeside Shopping Center and Louisiana Tax Free Shopping, the JCVB hosted the Jefferson Parish Shopping Familiarization Tour during US Travel’s IPW conference

D e s t i n a t i o n m a r k e t i n g & c o mm u n i c a t i o n The JCVB partners with over 200 members in promoting the destination. Members include representation of the Jefferson hotel & housing community, restaurants, caterers, convention, conference & banquet venues, performance venues, theaters, transportation, attractions, historic districts, shopping venues, tournament facilities, and park & recreational green spaces.

M e mb e r s h i p by c a t e g o r y

IIIIIIIIIIIIIIIIIIIIIIII

ACCOMMODATIONS - 24%

IIIIIIIIIIIIIIIIIIIIIII

ATTRACTIONS/ARTS/ENTERTAINMENT/CULTURE - 23%

IIIIIIIIIIIIIIIIIIIIIII

CONVENTION FACILITIES/PARKS/CATERERS/SERVICES - 23%

IIIIIIIIIIIIIIIIIII IIIIII IIIII

DINING - 19% SHOPPING - 6% TRAVEL PLANNING/TRANSPORTATION - 5%

Jefferson convention & visitors bureau, inc

JCVB members are encouraged to exchange ideas and pursue opportunities to partner with fellow members on packaging and/or marketing promotions. In 2016 the JCVB hosted quarterly educational seminars, bi-monthly breakfast meetings, networking events, tradeshow and sales mission buy-in opportunities, and the annual membership luncheon.

The Destination Host seminar was implemented to educate the Jefferson Parish hospitality industry workers on the attractions, restaurants and amenities within the destination. The seminar will continue in 2017 focusing on what tourism means to the economy, providing optimum customer service and an informative presentation on the destination’s amenities.

The Annual Membership Luncheon highlighted industry accomplishments and outlined future goals. Chef Andrea Apuzzo was honored with the 2016 Virgie Ott Tourism Award.

The JCVB successfully completed Destination Marketing Association International’s (DMAI) Accreditation renewal maintaining our status as an accredited destination marketing organization. DMAI is recognized as the leader in the DMO industry.

marketing the destination

Internet Marketing

There were 204,607 visits to our sites in 2016.

internet

I

www.FamilyGras.com

www.VisitKennerL A .com

ANNUAL REPORT 2016

MARKETING OUTLETS:

R LouisianaTravel.com R LouisianaTravel.com E-newsletter & Culinary E-news R TourLouisiana.com R EscapeToTheSoutheast.com R National Tour Association (NTA) R Teach and Travel E-newsletter R Society of Government Meeting Planners-SGMP.com R SportsEvents.com

Strategic marketing partners

Marketing with Social Media

Social media is an evolving medium offering a variety of means to reach a target audience. Efforts focusing on engagement and reach garnered over 3 million Facebook impressions, a Twitter history of over 3,000 tweets in 2016, and the launch of our Instagram. Facebook contests hosted fans for Family Gras and the Louisiana Oyster Trail.

18,993 FACEBOOK

FANS

1,187 TWITTER

FOLLOWERS

223

INSTAGRAM FOLLOWERS

Marketing to the Media

Jefferson Parish’s unique attributes and diversity are marketed to national and international travel media, bloggers, travel writers, and travel organizations. Our partnership with a global media and public relations platform provides access to the world’s largest media database and the ability to distribute press releases, manage influencer outreach, and monitor coverage of our destination worldwide.

Jefferson convention & visitors bureau, inc

In 2016, the JCVB attended the travel industry's premier international marketplace, US Travel’s IPW meeting with travel writers, bloggers, travel film producers, freelance journalists, and travel directors from within the continental U.S., Mexico, China, Germany, United Kingdom, Holland, Australia, Denmark, Canada, and Argentina.

The exposure garnered Jefferson Parish a familiarization tour with the director general of Autos & Viajes Magazine in Buenos Aries, Argentina, and a subsequent article on Jefferson Parish with a focus on NOLA Motorsports Park.

JCVB is a member of the following media-oriented organizations: o

Society of American Travel Writers (SATW)

o

North American Travel Journalist Association (NATJA)

o

Southeastern Outdoor Press Association (SEOPA)

leisure marketing

The Jefferson Visitor Guide is the JCVB’s main response piece sent to potential visitors requesting more information. The guide is distributed throughout Louisiana Welcome Centers, hotels in Jefferson and New Orleans, and to attendees of conferences and events. Leisure advertising generated over 10,000 inquiries for more information on Jefferson Parish. Companion pieces, the Jefferson Adventure Guide and the Louisiana Oyster Trail Brochure, are also available to visitors.

Digital marketing played a key role in advancing brand awareness, exposing our destination across a variety of digital platforms, attracting travelers to the JCVB website and social media channels that delivered our message directly to the consumer. A grant through the Gulf Tourism & Seafood Promotional Fund (GTSPF) gave us the opportunity to market to a target audience via broadcast radio in two key drive markets for the holiday and carnival season and a spring promotion on outdoor and culinary adventures.

ANNUAL REPORT 2016

MARKETING OUTLETS:

R Louisiana Inspiration Guide R Louisiana Attractions Guide R Louisiana Fishing & Outdoor Adventures Guide R Louisiana Tax Free Shopping Guide R Louisiana Life Magazine R Gambit R Where Y’At Magazine R IPW Official Conference Guide R AAA Tourbook R Best of American Travel R AARP Magazine R Arthur Hardy Mardi Gras Guide R America’s Best Vacations R Louisiana Cookin’ R Food Traveler Magazine R Broadcast radio KATC Lafayette and WLOX Biloxi

M a r k e t i n g t h e L o u i s i a n a Oy s t e r T r a i l

A foodie favorite, the Louisiana Oyster Trail is comprised of Jefferson Parish oyster eateries serving this Louisiana delicacy in a variety of ways. For an added delight, each restaurant is partnered with an artist who hand-painted a three-foot tall polyresin oyster sculpture with a unique local flare.

A grant through the Gulf Tourism & Seafood Promotional Fund (GTSPF) afforded the opportunity to market our culinary oyster trail to a target audience via broadcast

Oyster Trail

radio in a key drive market.

A public art program, the Oyster Trail showcases the supreme oyster eateries in Jefferson Parish with true Louisiana style. Partnering with local artists, 3-foot-tall, one-of-a-kind oyster sculptures fill the Parish, marking the tasty places visitors and regulars “gotta try”.

Dine your way around Jefferson on the Oyster Trail! Visit www.LouisianaOysterTrail.com or call 877-572-7474

MARKETING OUTLETS:

R Louisiana Inspiration Guide Culinary guide R LouisianaTravel.com Culinary

E-newsletter R America’s Best Vacations R Food Traveler Magazine R Louisiana Cookin’ R Broadcast radio on WLOX Biloxi

M a r k e t i n g L o u i s i a n a T a x F r e e S h o pp i n g

The Louisiana Tax Free Shopping program provides international shoppers a sales tax refund on purchases made at over 1,400 regional stores. The program is unique as it allows the international visitor to redeem their shopping receipts while still in town. Jefferson Parish is ranked first in international retail spending with $19 million

tax free shopping

reported spent in 2016.*

Top 5 Countries for I n t e r n a t i o n a l Sp e n d i n g

Philippines Brazil China Honduras India * Source: Louisiana Tax Free Shopping 2016 Report

Destination & Sales Services Group sales has been at the core of our efforts at the JCVB. The JCVB educates meeting planners on Jefferson Parish’s myriad of destination services and amenities and generates incremental meetings’ business for our community. The JCVB also provides extensive guidance to travel agents and tour operators from around the world to ensure the destination has a widespread presence, and to help them best capture the Jefferson Parish experience for their clients.

Our partnership with the City of Kenner enables the JCVB to promote Kenner’s attributes as a meeting, conference, sports, and leisure destination under the umbrella of Visit Jefferson Parish. A Kenner-specific advertising budget allows flexibility to market Kenner’s signature positioning within the parish.

ANNUAL REPORT 2016

96

Definite Leads

224

Total Leads Disbursed

Occupancy*

63.3%

ADR*

95.69

RevPar*

$60.58

NIGHTS ASSISTED

3,400 ROOM

ROOM NIGHTS

120,110 LEAD

GENERATED

224 LEADS

ROOM NIGHTS

23,822 DEFINITE

CLIENT MEETINGS

500 FACE-TO-FACE

DATABASE

8,497 ACCOUNTS

Convention Group Lead Generation

*Source: Smith Travel Research, Inc.

Advocating for our industry The JCVB is a voice for the hospitality industry in Jefferson Parish both behind the scenes and on the frontline. In 2016 the JCVB advocated for the importance of our industry at the National Travel & Tourism Week rally hosted by the New Orleans CVB. The Jefferson delegation numbers were strong, winning overall turnout! The JCVB, staff along with members representing Jefferson’s historic districts, hotels, restaurants, transportation and attractions, paraded through the French Quarter proudly displaying signage reading “Travel Matters, Travel Means Jobs and I am the Travel Effect”.

Jefferson convention & visitors bureau, inc

S e ll i n g t h e d e s t i n a t i o n

Experience Jefferson, New Orleans’ playful neighbor!

A D V E R T I S I N G outlets : R CRCMA – Religious Conference

Management Association R LSAE Annual Conference R Rendezvous South Educational and adventurous student tours year-round.

Explore historic districts discovering Louisiana’s oldest Fire Museum, or NASA’s one-of-a-kind mock Space Station. Experience the thrill of an airboat ride, or hike the nature trails of Jean Lafitte National Park & Preserve.

Discover value-priced accommodations, most with a complimentary continental breakfast, free parking, and kid-friendly dining.

Jefferson Convention & Visitors Bureau, Inc. 3 Call 504.731.7083 3 Toll Free 1.877.572.7474 3 VisitJeffersonParish.com

R ASAE Springtime in the Park R SGMP National Educational

Conference R IPW & IPW Media Marketplace R Connect Marketplace/ Connect

Winning events start with a top-rated location.

Sports/ Connect Faith R S.P.O.R.T.S R JCVB Baton Rouge Tradeshow R Small Market Meetings R American Bus Association R National Tour Association R Travel South Domestic Marketplace

& Travel South International Draw up an affordable game plan

making a New Orleans experience part of your

championship event. Enjoy Southern Hospitality at Jefferson Parish sporting venues; whether it is indoor or outdoor sporting events from bicycling, baseball, golf, basketball to motorsports.

Nestled on the Mississippi River, Jefferson Parish offers a full roster of fields and arenas with over 7,000 hotel rooms and premiere attractions to host your competition.

R Student Youth Travel Association R Boomers in Group

Jefferson Convention & Visitors Bureau, Inc. Call 3 (504) 731-7083 Toll Free 3 1-877-572-7474 Visit 3 www.VisitJeffersonParish.com

ANNUAL REPORT 2016

2016 board of directors offi c ers

David Mock, Chair General Manager, Courtyard by

Marriott New Orleans Westbank/Gretna

Director of Sales,

Kevin Baroni, Vice Chair

Pontchartrain Convention & Civic Center

Michael Matassa, Treasurer General Manager, Candlewood Suites, Avondale

Todd Loup

Jayne Petipren

Troy Aldrich, Secretary General Manager, Country Inn & Suites, Metairie

dire c tors

Lydia Folse

General Manager, Alario Center Shannon Hamm Director of Sales, Bubba Gump Shrimp Co. Craig Hulford Area General Manager, N.O. Hotel Collection, Crowne Plaza N.O. Airport

Mike Schline

General Manager, New Orleans Zephyrs

Director of Sales & Marketing, Doubletree General Manager, Oakwood Center

by Hilton New Orleans Airport

Wesley Ludloff

General Manager, Wyndham Garden New Orleans Airport Darren Martino

Director LAMU-FSOP, The Louisiana

Baseball Club

Jennifer Portera General Manager, Hampton Inn & Suites, Elmwood Gene Sausse Owner, BooKoo Bounce

Denise Thevenot Executive Director, Louisiana Tax Free Shopping Brooke Zar Owner/Operator, Restaurant des Familles

Coca Cola Bottling Co.

Communit y R epresentatives

Ronald Gauthreaux Tourism Coordinator, City of Gretna Lori Guin Museum Coordinator, Westwego Historical Museum

Ken Marroccoli Director, Kenner Parks, Recreation & Community Services

Todd Murphy

Donna Russo

Jefferson Chamber of Commerce

Jefferson Parish Citizens’ Affairs

President,

Director,

2016 Jcvb staff President & CEO

Executive Assistant

June Labat

Linda Maher, CDME, CSEE

Casey Ronquille

Lisa Taylor,

Terrie Birkel, CDME

Carolyn Barrett CGMP, CHSC

Kaitlyn Lambert

Violet Peters, CDME

Vice President of Destination Marketing, Sales & Services

Director of Marketing Rebecca Buras

Director of Finance

Membership Manager

Director of Sales

Senior Sales Manager & Kenner Liaison

Tourism Intern

Tricia Cook

Sales Manager

2016 annual report

jefferson convention & visitors bureau, inc.

1221 Elmwood Park Boulevard, Suite 411 New Orleans, LA 70123 504.731.7083 | Toll Free: 1.877.572.7474

www . v i s i t j e f f e r s o n p a r i s h . c o m