Annual Progress Report 2012-2013

ANNUAL PROGRESS REPORT Orange County Visitor-Related Economic Development

2012-2013

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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU BOARD MEMBERS Steven Brantley Director Orange County Economic Development Anthony Carey Siena Hotel Representing Orange County Hotels Karen DeHart Representing North Carolina High School Athletic Association David Gephart Gephart Marketing Representing the Alliance for Historic Hillsborough Mike Gering Representing Town Board of Hillsborough Gordon Jameson Arts Commission Liaison Lydia Lavelle Representing the Town of Carrboro Meg McGurk Executive Director, Downtown Partnership Ex-Officio Member Laura Hayes Morgan Representing UNC-Chapel Hill Greg Overbeck Chapel Hill Restaurant Group Representing Chapel Hill-Carrboro Chamber of Commerce Jim Parker Representing Hillsborough/Orange County Chamber of Commerce Lee Pavao At-Large/Emeritus Gene Pease Representing the Town of Chapel Hill Penny Rich Representing Orange County Board of County Commissioners Jack Schmidt Carolina Inn Representing Orange County Hotels Mark Sherburne Aloft Hotel Representing Orange County Economic Development Commission Annette Stone Economic Development Director, Carrboro Ex-Officio Member

Letter from Chairman Anthony Carey What an incredible year for tourism in Orange County!

The numbers are undeniably impressive‌our hospitality community welcomed 2.5 million visitors to our area in 2012, who fueled a $160 million in industry. More than 1,650 people in our community are employed by the hospitality industries, while travel generated an overall payroll of $29 million. Orange County continued its momentum of having a record fiscal year with hotel occupancy tax collections increasing by 2.5% over 2011-2012.

The CHOCVB is a leader in enhancing our county's growth through visitor-related economic development. Through strategic partnerships with local and state hospitality associations, educational institutions, government officials and arts-related groups, we are able to positively impact Orange County’s reputation as a collegiate, family, sports and meeting destination and a great place for retirees to relocate.

Looking ahead, the Visitors Bureau and its Board of Directors will undergo a Needs-Analysis planning process that will allow us to better define our mission, identify target audiences and prioritize marketing.

It has been my pleasure to work with the staff of CHOCVB, a hard working group of hospitality professionals in the business, and on behalf of the 2012-2013 Board of Directors, I would like to thank the Orange County Board of Commissioners for their continued support of our mission.

Anthony Carey

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“our role is to get people to THINK ABOUT ORANGE COUNTY and the towns of Chapel Hill, Carrboro and Hillsborough."

Letter from Executive Director On occasion, we are asked, “What is the CHOCVB’s job?”

CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU Visitor Center Hours: Monday–Friday, 8:30 a.m.–5 p.m.

Saturday, 10 a.m.–2 p.m.

501 West Franklin Street Chapel Hill, NC 27516 Toll Free: (888) 968-2060 Phone: (919) 245-4320 Fax: (919) 968-2062 E-mail: info@visitchapelhill.org Website: www.visitchapelhill.org Twitter: @orangecountync Facebook: www.facebook.com/ visitchapelhill

OUR STAFF Laurie Paolicelli Executive Director Linda Ekeland Sales Director Patty Griffin Communications Director

Simply put, our role is to get people to THINK ABOUT ORANGE COUNTY and the towns of Chapel Hill, Carrboro and Hillsborough, when they plan a weekend getaway, book a meeting or wedding or sporting event, or consider places to enjoy a wide variety of events. Our success lies in how­—and how much—we market these communities, so our daily activities focus on getting the towns in Orange County as well as the surrounding farms on the minds of our potential travelers. When we do that with consistent frequency, hotels sell rooms, restaurants get more reservations, stadiums fillup with new sports fans, and shops and farm markets get more sales. And our local governments see more tax revenues, which saves property owners money on their tax bills.

This report reflects activity from the previous fiscal year, 2012/13 and is prepared each year after an official audit in November.

We’re pleased to share these results and illustrate how our campaigns, public relations, direct sales and hospitality outreach combine to get more people experiencing and talking about Orange County and hopefully, building our economy through travel and tourism receipts.

Laurie Paolicelli

Tina Fuller Administrative Assistant Susan Rice Visitor Services Martha Shannon Director, Arts Commission Andrea Riley Visitors Services, Saturday

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2.5 Million

1,650 3,700

REPRESENTING

GROUP ROOM NIGHTS

68,200

VISITOR-RELATED JOBS GENERATED

PIECES OF VISITOR LITERATURE PRODUCED & DISTRIBUTED

LOCAL VISITOR SPENDING

$161.60

million 157 GROUPS SERVICED

66

OVERNIGHT VISITORS

LEADS

43

CONVENTIONS AND MEETINGS BOOKED

WELCOMING

16,000 CONFERENCE DELEGATES

160,827 242,000 TOTAL VISITOR INQUIRIES

UNIQUE WEBSITE USERS

$2.7 Million

SPENDING FROM CONFERENCE ATTENDEES

1.9 million 8,500

WALK-INS TO VISITOR CENTER

ATTENDANCE AT VISITOR ATTRACTIONS & EVENTS

Tourism agencies like the CHOCVB are in the economic development business.

Everything we do is designed to increase demand. Marketing fuels demand and generates visitor spending which, in turn, stimulates the local economy. This spending creates jobs, generates tax revenues for local governments, reduces the tax burden on local residents, and further increases demand for products and services. Here are some results from CHOCVB’s efforts last year to generate visitor-related economic development.

H ANDMADE P UP P E T P A R A D E, HI L L SBOR OUG H , N C

MoRe aRtsy.

LeSS FaRtsy.

Eclectic? Always. Stuffy? Never. Here, at the edge of the Triangle, art is everywhere.

And it’s for everyone. All on the fringe of mainstream. All in the Chapel Hill area.

VISITCHAPELHILL.ORG 888.968.2060

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CONFERENCES, WEDDINGS AND EVENTS

Securing meetings, conventions, reunions and events are an important part of the work that the Visitors Bureau does. Bringing groups to Orange County is a very different process than attracting family visitors. Drawing groups to Orange County requires a sales expert, a lead-generated system and daily outreach.

Meeting and event planners make purchasing decisions on behalf of their company or organization, and the result will affect many.

In the sales pipeline there are many steps— prospecting, introducing clients to the destination, working tradeshows, conducting sales promotions, site visits with meeting planners, bids, and issuing leads­—before the ultimate goal of booking a group is realized.

It takes persistence, marketing and constantly soliciting accounts in the hopes that they will book Orange County for their upcoming event.

This is especially important in keeping our 1,600 Orange County hotel rooms busy during the critical, Sunday-Thursday part of the week.

A popular college town doesn’t have to work as hard to fill rooms on most weekends. But 6

weekdays require a myriad of group conferences and event bookings.

In the past year, CHOCVB participated in national tradeshows, marketplaces and sales promotions; conducted site visits, sales calls and face-to-face appointments; and submitted 66 qualified leads to Orange County hotels and meeting facilities.

The net result was 43 meetings and conventions booked representing 3,723 hotel room nights.

This brings 16,000 new people to town who are estimated to spend $2.7 million while attending their conference or event.

NO RTH CAROLINA BOT A N I C A L G A R D EN , C HA P E L H I L L , N C

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.

VISITCHAPELHILL.ORG 888.968.2060

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“CHOCVB provided services to 157 groups meeting in Orange County last year.”

GROUP SERVICES Making certain that groups meeting in Orange County have a wonderful time is important in ensuring that they’ll come back. Many attendees are experiencing Orange County for the first time and there is only one chance to create that great first impression.

CHOCVB provided services to 157 groups meeting in Orange County last year, including helping to increase attendance by creating videos that get association members excited about visiting and providing guides and maps, staffing information booths, and helping organize off-site events such as bringing an Our State magazine tour group to the Dean Dome to shoot baskets.

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THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC

GReat MInds thInk aLIke. 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!

VISITCHAPELHILL.ORG 888.968.2060

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NORTH COLUMBIA STREET, CHAPEL HILL, NC

WEAVER STREET MARKET, CARRBORO, NC

even gRoceRy shoPPInG Is dIFFeRent heRe. When it’s time to kick back and relax, head to the edge of the Triangle. The Chapel Hill area is teeming with secret gardens, quaint coffee shops, unique boutiques, fun festivals and activities for both the young at heart and the young and the restless.

we tRy not to stay wIthIn the LInes.

At the edge of the Triangle, we’re more R HE E L 10 M ILE R, CHA P E L into original thinking.TA And it shows in our galleries, on our murals and at our art festivals. Come see for yourself.

MARKETING AND ADVERTISING

VISITCHAPELHILL.ORG 888.968.2060

Last year, "The Edge of the Triangle” campaign 26.8-million US consumer impressions.

F R A N K G A L L E R Y , C H A P E Lachieved HILL, NC VISITCHAPELHILL.ORG 888.968.2060

The Edge of the Triangle is a campaign that means much more than a fuzzy geographical description.

It’s about who we are as a destination, what we represent, and the image we send to the rest of the world.

soMe places aRe eVen

HILL, NC

Consider this: Business Week praised us as one of the Best Places to Raise Children, and American Style magazine named as to their America's Top 25 Arts Destinations. All of our communities have been deemed Bicycle Friendly. And Money magazine named us to their Best Places to Live cities. Entrepreneur magazine proclaimed us as one of Top 10 Best Places to Start a Business.

When you mix all of these honors into the cultural and artistic mélange that is Orange County what you come up with is one edgy place to live.

Orange County is remarkable. There’s no place like it in the country.

The Visitors Bureau reminds travelers of all ages about experiences that are a bit edgy. We use publications such as The New Yorker, Wired, Public Art Review, and Conde Nast Traveler and city magazines such as Charlotte Magazine to reach the right audience: upscale, educated and culturally curious travelers.

The online ads bring to life the vibrant culture of Orange County, emphasizing 10 incredible experiences, including Weaver Street Lawn, Last Fridays Hillsborough, Mural tours in Chapel Hill, the Tar Heel 10 Miler, Botanical Garden, Friday Center and meeting space; local food, art galleries, music venues and local shops.

The Chapel Hill and Orange County Visitors Bureau’s award-winning, responsively designed website drew 142,240 unique visitors In 2012-13. These visitors came from every state in America and nearly every country in the world. The website’s responsive design complies with the latest web standards and best practices by serving a customized layout for the rapidly growing portion of users who access visitchapelhill.org via smartphones and tablets.

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COMMUNICATING THE MESSAGE: MEDIA & PUBLICITY The Orange County area was written-up in national media for its appeal to travelers of all ages; retirees, foodies and artists. One such article in The Wall Street Journal, which the Visitors Bureau helped develop, promoted the area’s appeal as a retirement location. National news stories that positively promote the Orange County brand help economic activity in the county.

Orange County hosted 24 travel writers and editors representing international, national and regional media. In 2012-13, 485 editorial mentions contributed to the on-going media buzz on Orange County. In November 2012, TerraVITA Farm Media Tour and Food & Wine Event included writers from Travel + Leisure magazine, Carolina Epicurean, Our State magazine, Food Blog thegourmez.com, Cary Magazine and 100.7 The River. In August 2012, four travel writers from major media visited as part of a Triangle Culinary Media Tour. Additionally, the bureau created two new promotional videos plus provided B-roll on Orange County for a Travel Channel Food Story.

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Visitors Bureau received three Destination Marketing Achievement Awards at the 2013 N.C. Tourism Leadership Conference Banquet.

Platinum awards went to the 2013 Chapel Hill Food Lover’s Guide with Carrboro & Hillsborough for “Destination Publications­—Best Niche Marketing” and the Visitor Bureau’s newly redesigned website, www.visitchapelhill.org in the “Destination Marketing Initiatives—Best Web Based” category. A Gold Award went to Meet at the Edge of the Triangle ad for “Best Print Advertising for the Group Market.”

CR OOK’S CORNER C HEF BI L L SM I T H, F A R M E R S ’ M A R K E T, C A R R B O R O . N C

Is theRe a secRet InGRedIent? absoLuteLy. There’s nothing bland about cuisine at the edge of the Triangle. The food here is inspired. Vibrant. Fresh. Here, local favorites happen to be world-renowned chefs. Irresistible dishes are the norm.

And memorable meals are standard fare.

VISITCHAPELHILL.ORG 888.968.2060

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WELCOMING OUR VISITORS WITH HOSPITALITY AND APPRECIATION Almost one-quarter of Orange County’s annual 2.5 million visitors were touched in some way by one of CHOCVB programs, publications or services. One of the services we provide visitors is a walk-in Visitor Center in the middle of Chapel Hill, on West Franklin Street, that provides a warm, friendly, helping hand to thousands of annual visitors. They come in looking for restaurants, maps, suggestions, guides, campus info and questions that can’t be predicted.

Another service is annual Visitor Guides, loved by tens of thousands of travelers at RDU Airport Authority. Each month, the CHOCVB ships boxes

to the hospitality desks at the airport whose trained ambassadors distribute to travelers who want to visit Orange County.

To help spread the word about all that there is to see and do in Orange County, staff conducted two hospitality training tours with 22 participants and updated members of the NC Call Center (1-800-VISITNC) in November 2012 on changing Orange County amenities.

The CHOCVB provides hotels and meeting facilities with maps, event calendars, specialty brochures, event planning guides, apps and mobile tour programs.

“They come in looking for restaurants, maps, suggestions, guides, campus info and questions that can’t be predicted.”

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SCHEDULE OF REVENUES AND EXPENDITURES FY 2012-2013

REVENUES:

Occupancy Tax Town of Chapel Hill Support State Arts Grant Investment Earnings

$1,049,597 $ 175,237 $ 30,482 $ 1,863

Total Revenues

$ 1,257,179

Sales & Marketing Personnel Services Operations/Administration Arts Commission Operations Recurring Capital

$ 672,907 $ 334,286 $ 188,365 $ 134,276 $ 2,528

Total Expenditures

$1,332,362

83% 14% 3% >1%

EXPENDITURES:

51% 25% 14% 10% >1%

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ORANGE COUNTY ARTS COMMISSION The Visitors Bureau houses the Orange County Arts Commission, an Orange County agency charged with building a strong arts community.

Some of the highlights from FY 2013 included: • Awarding $30,482 in state grassroots arts program funds in Orange County.

• Participation in the Emerging Artists Grants program, administered by the Durham Arts Council for Chatham, Durham, Granville, Orange and Person counties. Three Orange County artists received grants from this program in 2013.

• Awarding $26,750 in Orange County-funded grants.

• Hosting four artists salons offering educational opportunities for artists on a wide range of topics.

• The Arts Commission joined partner agencies to choose Hillsborough children’s literature author, Jean Claude Bemis, as the 2013 Piedmont Laureate. This program promotes excellence in the literary arts throughout the Piedmont region. Visit www.artsorange.org.

VISITCHAPELHILL.ORG