2014 2015 Longview Convention and Visitors Bureau

REPORTING PERIOD MAY 2014 – APRIL 2015

Table of Contents Content

Page Number

Staff Directory

3

Advertising

4-10

Brochures

11

Travel Shows

12

Small Meetings Market

13

Promotion Longview

14-16

Event Support

17

Economic Impact Analysis

18

Hotel Occupancy/ADR/Trends

19-21

Professional Development

22

Hospitality Training

23

What Do The Numbers Reflect

24

Staff Directory Carrie Fisher, Director of First Impressions Decedric Williams, Program & Project Assistant Ryan Polk, Tourism Director Shalee Faircloth, Intern Elaine Reynolds, Vice President Lisa Monsivais, Admin. Coord,/Membership Services Coord.

Suzanne Brown, Sr. Team Leader/Advocacy & Comm. Dir. Paul Anderson, Senior Vice President Kelly Hall, President/CEO FTE = 4.5

Advertising

                     

TourTexas.com AllAcrossTexas.com TX Forest Trails Online and Events Calendar Texas Tourism Industry’s Lead Generation Program See Texas First Newspaper Insert - (Houston, San Antonio, Dallas, Austin) County Line Magazine County Line Weekender Newsletter North East Texas Tourism Council Visitor & Events Guide & Map Texas Highways Magazine & E-Mag Texas Highways Events Calendar AAA Texas Journey & Southern Traveler Tour Texas E-Spotlight TX Highways E-News Exclusive Banner TTIA Facebook Fan Page Generation Co-op Texas State Travel Guide Trip Advisor TSAE Directory Facebook Generation Ad https://texaslodging.com/lodging Texas Monthly – Texas Tour & Meeting Guide Southern Living Houston Lifestyles & Home

Digital Ads

Longview Brochures The CVB has a subscription with a company called Certified Folder.

The brochures are available on line and are used as a first response piece to visitor inquiries.

Travel Shows Marketing Longview includes being part of the State’s marketing efforts. The CVB participates in a State Co-op program which provides us that opportunity.

Travel Shows include:  NETTC - Fort Worth Home & Garden Show  NETTC - Woodlands Home & Garden Show  TACVB - AARP Life@50+ National Event & Expo  TACVB - Albuquerque Balloon Fiesta  TACVB - NTA Convention  TACVB - American Bus Association Convention  TTIA’s Marketplace & Unity Dinner  TX Forest Trails Assoc. - State Fair of Texas  Texas Travel Counselors  TSAE Connect Texas  Small Meetings Market

Small Meetings Market The CVB sells Longview as a destination to what is called the SMERF market. The CVB also services meetings and conferences that choose Longview as their meeting location.

Promoting Longview Developing relationships and working in collaboration with key partners is a significant piece of our body of work. This includes working with: •

Travel counselors

•

Meeting planners

•

Regional, state, and national associations

•

Peers within the industry

•

Local associations

•

Texas Highways staff

•

Texas Parks & Wildlife visitor service staff

•

Travel writers

Publication: LPR July/Aug 2014

Promotional Products Promotional products are provided by the CVB when meetings, conferences, sporting events, and signature events are hosted in Longview.

Supporting Events Provided significant advertising support in State and Regional publications.

Furnished shuttle transportation for the 2-day concert.

In 2015 an Economic Impact Analysis is being conducted by the CVB.

Economic Impact Results Understanding our Market The CVB began contracting with Sarah Page Consulting to conduct an Economic Impact Analysis on signature events as well as major sporting events.

To date the CVB has completed analysis on 2 events: •

Great Texas Balloon Race

•

TAAF Winter Youth Basketball

Upcoming Economic Impact Analysis: •

T-Bone Walker Blues Fest June 2015

Our analysis suggests the following key findings:  The total economic impact of the TAAF Winter Youth Basketball Tournament on the City Longview was $618,000 - $2.4 million.  The economic impact to local restaurants and drinking places was $220,507, the impact to local lodging providers was $345,113, the impact on the transportation sector was $25,034, and the retail impact was $27,345.  An estimated 7.2 full time equivalent (FTE) jobs were created.  There were an estimated 25,020 spectators, players, and coaches at the tournament.  The average party size was 13.9 people, and the average length of stay in Longview was 2.25 days.  The average per person per day spending was $92.67.

Weekly Occ (%) Feb 28, 2015 to May 16, 2015

Understanding Hotel Activity The CVB subscribes to Smith Travel Reports (STR) and receives weekly, monthly and quarterly reports to understand the hotel activity in the Longview market. The graph represents the hotel occupancy for the period of Feb. 28 – May 16, 2015 as compared to this same period last year.

75 70 65 60 55 50 45 28- 7-Mar 14Feb Mar

21Mar

28- 4-Apr 11Mar Apr

18Apr

This Year Last Year

25Apr

2916May May May

Knowing the Average Daily Rate Activity (ADR) The CVB receives weekly reports to see how the average daily rate is impacting the hotel activity in the Longview market. The graph represents the hotel ADR for the period of Feb. 28 – May 16, 2015 as compared to this same period last year.

Weekly ADR – Feb 28, 2015 to May 16, 2015 80

75

70

65

60

55 28- 7-Mar 14Feb Mar

21Mar

28- 4-Apr 11Mar Apr

18Apr

This Year Last Year

25- 2-May9-May 16Apr May

Monthly Occupancy Trends The CVB receives monthly reports to watch for trends that will impact the local economy as well as future budgets.

Monthly Percent Change

25 20 15 10 5 0 -5 -10 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Occupancy ADR RevPAR

Professional Development Texas Tourism Conference Texas Assoc. of Convention & Visitors Bureau (TACVB) Mid Winter and annual conference Texas Tourism Industry Assoc. Travel Summit (TTIA) Texas State Assoc.

Executives(TSAE) The Film Friendly Texas Program Workshops Western Association of Chamber Exec – Academy Meeting Planner International Destination Marketing International

Hospitality Training The CVB began producing local FAM tours in 2009. The purpose of the tours is to introduce front line employees to our market to help enhance the visitor experience.

Currently, the CVB hosts 3 tours annually attracting up to 120 attendees based on the year.

What Do The Numbers Reflect?

2014-2015

2013-2014

Groups Serviced

35

31

Hotel Rooms

7,986

7,134

Visitor Guides Mailed

15,465

19,031

Event Guides Mailed

4,098

n/a

E-Brochures Responses

4,618

3,687

Travel Center Brochures

26,700

23,220

Visitor Center Guests

1,373

1,754

Welcome Bags

4,221

4,033

Q&A