Page 1

ANNUAL REPORT | 2018


VISIT CASPER MISSION VISIT CASPER IS A DRIVING FORCE THAT DRAWS VISITORS TO NATRONA COUNTY IN SUPPORT OF OUR LOCAL ECONOMY AND QUALITY OF LIFE

VISIT CASPER | 2


ANNUAL REPORT FOR CALENDAR YEAR 2018

Visit Casper is the official tourism management organization for Casper and Natrona County in central Wyoming. Visit Casper is governed by the Natrona County Travel and Tourism Council, a joint powers council whose mission is to enhance the economic base of Natrona County through tourism. Visit Casper’s primary objective is to encourage more and longer visitor stays through marketing programs aimed at the convention/meeting, individual, and special events markets.

TABLE OF CONTENTS 2 MISSION 4 ECONOMICS (2017) 5 LODGING DATA 8 BUDGET ALLOCATION 9 VISITOR PROFILES 11 SALES 12 PR + MEDIA 13 GRANTS 13 CERTIFIED TOURISM AMBASSADORS TM 13 MARKETING KEY PERFORMANCE INDICATORS 14 5150’ LOCAL LAUNCH


ECONOMICS (2017)

NUMBER OF VISITORS 885,000

MILLION VISITOR SPENDING

2,600 JOBS

$

457

TAX SAVINGS

PER HOUSEHOLD

VISIT CASPER | 4

FULL AND PART-TIME

TAXES GENERATED

MILLION


LODGING DATA OCCUPANCY VS ADR

OCCUPANCY THIS YEAR VS LAST YEAR

VISIT CASPER | 5


VISIT CASPER | 6


SUPPLY VS DEMAND

LODGING TAX COLLECTIONS

LODGING REVENUE THIS YEAR VS LAST YEAR

VISIT CASPER | 7


BUDGET ALLOCATION SPECIAL PROJECTS 13%

ADMINISTRATION 20%

OUTDOOR RECREATION, FISHING & LEISURE 14%

WELCOME CENTER 5% CERTIFIED TOURISM AMBASSADOR PROGRAM 3%

SPORTS & EVENTS 8% MEETINGS & CONVENTIONS    13%

ADVOCACY & COMMUNICATIONS 8%

MARKETING  16%

Administration

Welcome Center

Certified Tourism Ambassador Program

Advocacy & Communications

Marketing CENTER VISITORS Meetings & Conventions VISITOR Sports & Events 33,255 Special Projects

Outdoor Recreation, Fishing & Leisure


VISITOR PROFILES In order to effectively market Casper, it is vital to know our audience and how they engage with the destination and the brand. In 2018, Visit Casper commissioned a third-party visitor profile study to learn who is coming to Casper, why they visit and what they do while they’re here. To best reach these markets, Visit Casper has identified six target personas. The range of these personas showcase the diversity of Casper’s offerings for different markets. Effectively communicating with each market helps them discover the aspects of Casper that resonate the most with them. AV I D A N G L E R S CASPER LOCA LS THE CONVENTIONEER T H E E X C U R S I O N I S T ( D AY T R I P V I S I T O R S ) THE A DVE NT URER (OVERNIGHT VI SI TOR S) WYOMING ROAD TRIPPER (WYOMING RESIDENTS)

TOP 5 OVERNIGHT VISITOR ACTIVITIES UNIQUE LOCA L DINING DRIVING/ SIGHTSEEING SHOPPING HIKING/WALKING VI SI TING D OWNTOWN


VISIT CASPER | 10


VISITOR TYPES OTHER 1.3%

BUSINESS TRANSIENT 26.2%

LEISURE 27.3%

WEDDING/REUNION/ FAMILY EVENT 3.5% SKILLED WORKERS 14.9%

GROUP TOUR AND MOTORCOACH 5.5% CONFERENCES AND MEETINGS 8.1%

TEAM SPORTS AND EVENTS 13.2%

Business Transient

Skilled Workers

Conferences and Meetings

Group Tour and Motorcoach

Leisure

Other

Team Sports and Ev ents Wedding/Reunion/Family event

SALES NUMBER OF RFPS (MEETINGS)

56 SENT, 35 WON (63%)

ROOM NIGHTS G E N E R AT E D

5,339

SITE VISITS HOSTED

10

ADDITIONAL REVENUE G E N E R AT E D

$40,200

VISIT CASPER |11


PR + MEDIA In October 2018, Visit Casper launched a program with our PR Agency with the goal of generating earned media coverage for Casper, Wyoming through media and influencer FAMs, targeting pitching and media outreach. In the first few months, the program generated $382,082.79 in editorial value with a circulation of 18,944,672.

VISIT CASPER | 12


GRANTS T O T A L N U M B E R O F G R A N T S AW A R D E D 3 1 DOLLAR NUMBER OF GRANTS $208,290

MARKETING KEY PERFORMANCE INDICATORS VISITOR GUIDES DISTRIBUTED 60,000 WEB SI TE SE SSI ON S 261,427 WEB SI TE PAGEVIEWS 629,320 TOP 5 ORGANIC PAGE S ON WEB SI TE EVENTS HOMEPAGE THINGS TO DO E AT FESTIVALS CASPER COMPASS EMAIL SUBSCRIBERS 5,823 T OT A L S O C I A L F O L LOW E R S 2 2 , 4 9 6 (7.5% GROWTH OVER THE CA LE NDA R YEA R)

CERTIFIED TOURISM AMBASSADORS TM T OT A L N U M B E R O F C T A S 3 47 NEW CTAS CERTIFIED 123 C T A R E N E W A L R AT E 5 3 %

VISIT CASPER 131


5150’ LOCAL LAUNCH In July 2018, Visit Casper launched a local brand called 5150’ Local to build affinity for the Casper area with residents. The brand consists of a website, blog, social media accounts and hosts community building events. In the first six months of the brand, it was the host of the 5150’ Feast, a longest table community dinner event, and assisted with the 5150’ Festival at David Street Station. In that time, the website saw over 9,000 pageviews and the social media accounts accrued over 2,000 followers.

VISIT CASPER | 14


VISIT CASPER 151


VISITCASPER.COM |

Profile for helloLUMstudio

Visit Casper Annual Report  

Graphic Design and content Creation

Visit Casper Annual Report  

Graphic Design and content Creation