2023 Annual Report | Ashtabula County Visitors Bureau

2023 ANNUAL REPORT

VisitAshtabulaCounty.com

Foot on the Gas Stephanie Siegel, Executive Director

In the spirit of this year's ROAD TRIP theme, I am excited to report that the Visitors Bureau is headed to places that we've never been before!

We are extremely fortunate to be experiencing exponential growth in our industry, seeing numbers nearly double from when I took this position almost 8 years ago. This is a direct relation to the creativity, hard work, and investment being made by our partners and colleagues in the region's tourism community. New businesses open every year and owners continue to offer new experiences, making no two visits alike and giving people a reason to plan a return trip.

This past year, our team embraced new tools: using artifical intelligence software to monitor traffic patterns and enhance our library of imagery. We rolled out a Covered Bridge Trail to encourage increased traffic throughout the County, enticing participants to earn free prizes along the way. A new cloud-based Winery Pass allows guests to check in and receive discounts with the chance to win a weekend get-a-way.

We used tools to work smarter and reach new audiences. After working with experts to understand the three main personas of the Ashtabula County visitor, we contracted with travel writers, media partners, and influencers to engage with new markets.

All of this while growing our social media presence, working with regional partners to develop the Ohio Wine Country brand, advocating for local lodging properties, and creating award-winning campaigns.

The biggest project this year is the new partnership with Geneva-on-the-Lake to open our first seasonal satellite office. This is a prime opportunity for our staff to interact with visitors and partners like never before.

Turn up our Spotify Road Trip playlist and hang on for the ride as we take travel marketing to new places.

We've got new attractions, new events, and a once-in-a lifetime total solar eclipse on the horizon. The best is yet to come!

What We Do The Ashtabula County Visitors Bureau is a destination marketing organization. We are here to share all of the amazing reasons to Visit, Live, Work and Play in northeast Ohio. By viewing our home through the eyes of visitors, we can help them discover experiences to make memories.

Marketing is simply storytelling. Our stories are written by our members. We paint pictures of what visitors can expect to find, using dynamic and modern digital tools coupled with traditional print and photography.

We are a membership-based organization open to all businesses where visitors can eat, play, or stay. Our members can access tools, training and resources to help them improve and build their individual marketing efforts.

Customer Service drives us. Our team is results-driven and we are constantly seeking out the next best way to attract and inspire travel to Ashtabula County and the surrounding region.

MISSION 4

to market Ashtabula County as a destination for travelers and tourists.

Inspiring Travel Are YOU Getting the Most Out of Your Membership?

Annual Printed Travel Guide Facebook, Instagram, TikTok, Pinterest www.VisitAshtabulaCounty.com Television Commercials Digital Advertisements Print Advertisements Professional Photography & Videography Email Newsletters Travel Writers and Influencers Blogs and Content Creation Marketing Education Seminars Economic Impact Studies & Tools Destination Marketing Training Industry Advocacy

Destination

Marketing

Ask us how we can help further promote your community as a destination for visitors.

Conneaut

Conneaut is undergoing major redevelopment along the lakefront. The Visitors Bureau worked with city and business represenatives to develop a visual brand for the area. The process included several workshops, logo concepts, and delivering final branding standards for the Port District area.

Geneva-on-the-Lake In 2022, the Visitors Bureau partnered with the tourism partners at Geneva-on-the-Lake to execute a marketing strategy. The success of the "Visit Ohio's First Resort Town" campaign resulted in record overnight stays and visitors to the area. In 2023, the Ashtabula County CVB will continue to lead GOTL marketing initiatives and operate the Welcome Center as a seasonal satellite office May through September.

Historic Ashtabula Harbor The Visitors Bureau collaborated with the Lift Bridge Community Association in 2022 to promote the Historic Ashtabula Harbor in a multi-platform marketing campaign, "Meet me on Bridge Street."

The campaign included a TV commercial, a robust paid social media campaign targeting visitors within a 2hour radius, TikTok and Instagram Reels showcasing food and shopping options, a Wine and Walleye VIP giveaway, and several media features, including Fox 8's New Day Cleveland.

TOURISM

by the numbers

an integral and driving component of the local economy

$682TOTAL million TOTAL

economic impact

Tourism Supports

Without tourism-generated STATE & LOCAL TAXES,

each local household

3rd Largest Industry

would need to pay an additional

$1,103 to maintain current government services

4,009 JOBS

2021

1 of every 11 jobs in the County

$397 million

2019

342.6

317.3

396.6

We welcomed

million

million

million

2020

IN LOCAL

visitor spending 16 million VISITORS IN 2021

Local growth % change

11.4%

-7.4%

25%

Ohio Sales Growth Change

4%

-24.5%

21.6%

$51 million

household income DIRECTLY GENERATED AVERAGE

Spend per Tourist $115 / DAY TRIP $343 / OVERNIGHT

IN 2021,

Tourism Generated $87 MILLION

IN TAX REVENUE, INCLUDING

$43 MILLION IN STATE & LOCAL TAX REVENUES.

Ashtabula County IS HOME TO

346

LODGING PROPERTIES

Tourism is a diverse composite of economic activities, including:

retail transportation recreation food & beverage lodging

Data sourced from bi-annual economic impact studies provided by Tourism Economics, Longwoods International, and Placer AI.

Mobile Trails GRV WINE PASS NUMBER OF USERS: 3,919 TOTAL CHECK-INS: 10,739

TOP 5 REDEEMED OFFERS CASK 307 FERRANTE WINERY GRAND RIVER CELLARS ROSABELLA DEBONNÉ VINEYARDS

TOTAL OFFER REDEMPTIONS: 1,850

MOST CHECK-INS: CASK 307 GRAND RIVER CELLARS DEBONNÉ VINEYARDS SOUTH RIVER FERRANTE WINERY HUNDLEY CELLARS LAURELLO VINEYARDS STONEGAIT ROSABELLA KOSICEK VINEYARDS

COVERED BRIDGE TRAIL NUMBER OF USERS: 2,078 TOTAL CHECK-INS: 5,375 TOTAL OFFER REDEMPTIONS: 385

MOST CHECK-INS: SMOLEN-GULF BENETKA CAINE ROAD NETCHER ROAD RIVERVIEW OLIN CREEK ROAD GRAHAM WEST LIBERTY MIDDLE ROAD

Ruby Awards In 2022, the Ashtabula County Visitors Bureau captured an unprecedented six RUBY Awards from the Ohio Travel Association.

RUBY Awards "Recognize Uncommon Brilliance Yearly." These coveted prizes span the travel industry across the state and delineate outstanding work.

Innovation in Travel Marketing Covered Bridge Trail Mobile Pass

Targeted Marketing Campaign

Grand River Valley Wine Mobile Pass

Television Advertisement Visit Geneva-on-the-Lake

Social Media Campaign Ice Wine Campaign

Annual Report

2022 Annual Meeting, The Art of Tourism

Print Media

Winery Dog Map

Beach Town Vibes in

Ohio Wine Country For several years, the Lake and Ashtabula County Visitors Bureaus have partnered to promote the Grand River Valley winery region with great success trademarking the area as Ohio's Wine Country.

This messaging has led a large majority of our marketing efforts, resulting in an exponential increase in visitor engagement, media, and overall visitation. The initiative continues with an emphasis on the wineries, vineyards, and attractions in the surrounding region.

A combined $1 million in American Rescue Act Funds have been earmarked by the two counties to further promote the Grand River Valley. Advertising and marketing efforts have integrated. In the coming years a series of robust campaigns will be launched promoting Northeast Ohio's viticulture region. The Conneaut Creek appellation will soon join this campaign as it receives proper Federal recognition as a premier grape-growing region.

An estimated 650,000 guests visited the 32 area wineries in 2022, significantly impacting area tourism and driving overnight stays. With Lake Erie as our backdrop, the unique experiences in the Grand River Valley continue to inspire return visits for people to EAT, STAY, & PLAY.

Member Education In 2022, the Visitors Bureau offered several member education opportunities, including: DIY Food Photography with Kayla Breeden Expand Your Audience with Harvest Hosts Improve Your Website with Bull Moose Marketing Placer.AI Co-Op (Measuring Visitor Foot Traffic Data)

New in 2023:

Training on the Road

Social Media for Small Businesses Wednesday, June 7

Conneaut Public Library, 9:00 a.m.

Wednesday, June 14

Andover Public Library , 9:00 a.m.

Wednesday, June 21

Harbor-Topky Memorial Library, 9:00 a.m.

Learn tips and tricks to improve your social media game. This interactive overview is helpful to both the novice and the experienced team member responsible for managing social media pages.

RSVP at VisitAshtabulaCounty.com/members

Are you making the most of your membership? Ask us about:

Member Brochure Mailing Program E-Newsletter Design Graphic Design Services Social Media Content Discount on Travel Guide Advertising Mural co-op (coming soon)

Meet

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ACCVB Executive Committee Eddy Eckart, President Jim Hockaday, Vice President Jenny Lutha, Secretary Andrea Bushweiler, Treasurer Mark Brockway Jennifer Diehl Shane Gelfer Bill Holden Charlene Horgan Cindy Lindberg Thomas Michel Jeff Orloff Amanda Tirotta

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HERE TO HELP

Are you utilizing all of our resources? We are happy to meet with your team.

Connect with Us! 440 275 3202 visitus@visitashtabulacounty.com VisitAshtabulaCounty.com 1850 Austinburg Road, Austinburg @VisitAshtabulaCounty