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J e ffe rson Co nvention & Vis itors Bureau, Inc .

2017

OUR MISSION

ANNUAL

actively partner with the tourism and

OUR VISION

hospitality industry by marketing and

As a brand driven destination leader, the

selling the destination brand experience

Jefferson Convention & Visitors Bureau,

with resulting additional spending by

Inc. (JCVB) is innovative and influential

leisure and group travel visitors leading

in bringing new visitor business to the

to enhanced community economic

parish tourism/hospitality industry

vitality and resident quality of place.

and host communities.

The mission of the Jefferson Convention & Visitors Bureau, Inc. (JCVB) is to

REPORT

OUR

DESTINATION


JEFFERSON CONVENTION & VISITORS BUREAU, INC


A LETTER FROM THE \

PRESIDENT v CEO Dear Partners & Stakeholders: Our members and partners have diligently worked alongside our JCVB team to sell Jefferson Parish as a premiere travel destination while promoting economic growth for our area. The Jefferson Convention & Visitors Bureau, Inc., (JCVB) proudly presents our progress through our 2017 Annual Report. The statistics in this report showcase the success our organization had last year in attracting meetings, events and visitors to Jefferson Parish. Strategic vision, dedication and partnerships with our stakeholders positioned our destination to become a $1.9 billion industry in Jefferson Parish. Destination brand awareness with emphasis on leisure visitation growth has been a top focus as we move forward with marketing partnerships that help grow our tourism product and maximizes economic benefit. We hold steadfast to our mission while growing our partnerships with our state and local leaders, and business and industry stakeholders, to expand the destination experience that is Jefferson Parish. Thank you for your ongoing support of the Jefferson Parish tourism industry and your JCVB. All the best,

Violet Peters President & CEO

BUREAU HIGHLIGHTS •

Received Convention South Annual Readers’ Choice Award ‘Top Meeting Site in the South’

Received ‘SportsEvents Readers’ Choice for Excellence, Creativity & Professionalism’

Launched newly redesigned and mobile friendly website

Released Visit Jefferson Parish App

ANNUAL REPORT 2017


2017 JEFFERSON CVB \

Board of Directors

The 2017 Board of Directors provided valuable insight and excellence in leadership throughout the year. EXECUTIVE COMMITTEE LYDIA FOLSE, Chair | General Manager, Alario Center KEVIN BARONI, Vice Chair | General Manager, Pontchartrain Convention & Civic Center MICHAEL MATASSA, Treasurer | General Manager, Candlewood Suites Avondale TROY ALDRICH, Secretary | General Manager, Country Inn & Suites by Radisson New Orleans-Metairie VIOLET PETERS, President & CEO | Jefferson Convention & Visitors Bureau, Inc.

DIRECTORS CHRIS BONFANI, General Manager | Hampton Inn Metairie FRANCISCO CHRISTIAN, CEO & Experience Creator | NOLA Motorsports Park SHANNON HAMM, Sales Manager | New Orleans & Biloxi Bubba Gump Shrimp Company CRAIG HULFORD, Area General Manager | New Orleans Hotel Collection-Crowne Plaza New Orleans Airport TODD LOUP, Director of Sales & Marketing | DoubleTree by Hilton New Orleans Airport DARREN MARTINO, Member-at-Large | Division on Premise Sales Manager, The Louisiana Coca Cola Bottling Company JAYNE PETIPREN, General Manager | Oakwood Center JOSHUA ROBICHAUX, General Manager | Brent House Hotel AUGUSTO ROJAS, Senior Vice President & General Manager | New Orleans Baby Cakes GENE SAUSSE, General Manager | BooKoo Bounce DENISE THEVENOT, Executive Director | Louisiana Tax Free Shopping RONNELL WILLIAMS, General Manager | TownePlace Suites by Marriott New Orleans/Metairie BROOKE ZARR, Owner & Operator | Restaurant des Familles

COMMUNITY REPRESENTATIVES RONALD GAUTHREAUX, Tourism Coordinator | Gretna Office of Tourism LORI GUIN, Museum Curator | Westwego Historical Museum KEN MARROCCOLI, Director | Kenner Parks Recreation & Community Services TODD MURPHY, President | Jefferson Chamber of Commerce DONNA RUSSO, Director | Jefferson Parish Citizens' Affairs

JEFFERSON CONVENTION & VISITORS BUREAU, INC


TRAINING i \

D E V E LO P M E N T

JCVB team members received continuing education and training through various industry related courses • Certified Destination Management Executive (CDME) courses • Destinations International Sales Academy I and II • Simpleview, Inc. Summit’s technology, sales and marketing courses

J E F F E R S O N TO U R I S M by the Numbers \

$1.9 BILLION

J

E

$204,600.00 generated in STATE & LOCAL TAXES EMPLOYS 26,000

8,000

1,500

R E STA U R A N T S

TO

Source: Louisiana Office of Tourism, 2017 most recent numbers available.

ANNUAL REPORT 2017

UR

ISM

ES

HOTEL ROOMS

·

Jefferson Parish Hospitality Industry

PA R I S H F E AT U R

OV

ER

2ND LARGEST TOURISM E CO N º M Y I N LO U I S I A N A

E FF

ON RS

·

total visitor spending in 2017

·

& OVER

350

- R E L AT D AT T R AC E

N TIO

S


DESTINATION • • • • • • • • • • •

D E V E LO P M E N T

Best Western Plus New Orleans Airport Hotel opened with 70 rooms Homewood Suites by Hilton Gretna opened with 97 rooms Holiday Inn New Orleans Airport North, Kenner opened with 110 rooms Residence Inn New Orleans West/Elmwood opened with 119 rooms NOLA Motorsports Park added inflatable water slides and The Great Inflatable Race Metairie welcomed the Mardi Gras 5K Race Parc des Familles opened its 2,000-ft. boardwalk, three gazebos, picnic areas, two paved parking lots and public restrooms Town of Jean Lafitte’s Jules Nunez Seafood Market and Concert Pavilion opened Wentwood Playground in Kenner opened the regions first skate park Alario Center’s "Magic with Merry" Holiday Tea Event The Louis Armstrong New Orleans International Airport added: - 29 new flights & destinations, and reports a 21% growth in non-stop destinations. This addition serviced 11,139,421 passengers, experiencing a 7.2% increase in average daily carrier seats. - Direct flights from Frankfurt, Germany to New Orleans on Condor Airlines, and direct flights from London, England to New Orleans on British Airways. Each of theses additions connect to more than 120 destinations in Europe and beyond.

DESTINATION INFLUENCERS • • • • • • • •

Allstate Sugar Bowl Prep Basketball Classic Elite Redfish Series Family Gras First Robotics Freedom Fest Grand Isle International Tarpon Rodeo Gretna Heritage Festival Jefferson Parish Mardi Gras

DESTINATION

• • • • • • •

Mardi Gras 5K Race Miss Louisiana USA Pageant & Miss Louisiana Teen USA Pageant Sunbelt Conference The Great Inflatable Race Tough Mudder U.S. Open Netball Championships Zurich Classic

Y Sales Services

The JCVB Sales Team educates meeting planners and group leaders on the destination’s services and amenities. They identify prospects through a variety of sources including tradeshows, conferences and online. Once a client is interested, that interest is turned into a sales lead and shared with member hotel partners, meeting facilities and service providers.

JEFFERSON CONVENTION & VISITORS BUREAU, INC


G R O U P L E A D Generation \ Account Database

8,141

Face to Face Client Meetings

437

Total Leads Generated

160

Definite Leads

85

Definite Room Nights

16,216

TRADESHOWS & CONFERENCES, GROUP SALES

GROUP TRAVEL TRADE MEMBERSHIPS

American Bus Association (ABA) Boomers In Group (BIG) Conference Connect Marketplace: Connect Faith Connect Specialty Groups Connect Sports Group Travel Family JCVB Baton Rouge Tradeshow Louisiana Society of Association Executives (LSAE) Conference National Association of Sports Commissions (NASC) Religious Conference Management Association (RCMA) Rendezvous South Small Market Meetings Conference Travel South International Showcase Travel South USA Domestic Marketplace U.S. Travel Association, IPW

American Bus Association (ABA) Group Travel Family Louisiana Association of Convention and Visitors Bureaus (LACVB) Louisiana Travel Association (LTA) Louisiana Society of Association Executives (LSAE) National Association of Sports Commissions (NASC) National Tour Association (NTA) South Central Motorcoach Association (SCMA) Student & Youth Travel Association (SYTA) Southeast Tourism Society (STS) United Motorcoach Association (UMA) U.S. Travel Association Your Military Reunion Connection (YMRC)

ANNUAL REPORT 2017


M A R K E T I N G T O Groups \ The destination is marketed to groups through a variety of digital and print outlets. With over 8,000 hotel rooms, a variety of venues, restaurants and attractions, Jefferson Parish is an ideal destination for tour, travel, reunion and student groups, conference and association meetings, sports tournaments, and events.

DIGITAL MARKETING Louisiana Society of Association Executives (LSAE) e-Newsletter National Tour Association (NTA) online banner Smart Meetings Online Society of Government Meeting Planners (SGMP) Online Suppliers Guide SportsEvents.com Teach & Travel e-Newsletter TeamLouisiana.com

PRINT MARKETING

A winning event starts with a top-rated location.

Connect Marketplace Conference Magazine Connect Sports Facilities Guide Convention South Annual Directory Convention South Magazine Going on Faith Magazine Smart Meetings Magazine Southern Travel & Lifestyle Sports Events Magazine Student Youth Travel Association Conference Pamphlet United Motorcoach Association Directory

Hit a home run by booking in Jefferson! Enjoy Southern Hospitality at Jefferson Parish sporting venues; whether it is indoor or outdoor sporting events from volleyball, baseball, and, basketball to motorsports. Nestled on the Mississippi River, Jefferson offers a full roster of fields and arenas with over 8,000 hotel rooms and premiere attractions to host your competition. Jefferson Convention & Visitors Bureau, Inc. 3 VisitJeffersonParish.com Call: (504) 731.7083 3 Toll Free: 1 (877) 572.7474

Reserve the place where New Orleans goes to meet and unwind!

Enjoy Southern Hospitality just a beat from New Orleans, experience Jefferson Parish! With two conference centers, themed venues, meeting facilities and over 8,000 hotel rooms, we are ready to host your group. Jefferson Convention & Visitors Bureau, Inc. Call 504.731.7083 3 Toll Free 1.877.572.7474 3 VisitJeffersonParish.com

JEFFERSON CONVENTION & VISITORS BUREAU, INC


TOURISM BUSINESS DEVELOPMENT The JCVB partnered with meetings and events through promotional and festival sponsorships, as well as in-house resource assistance with a recruitment of volunteers, printing, and promotions were also extended.

CONFERENCE PARTNERSHIPS:

Elite Redfish Series Tournament Family Gras First Robotics Competition Freedom Fest Marketing Gretna Heritage Festival Gulf Coast Formation Conference Louisiana High School Athletic Association (LHSAA) Cheerleading Competition Louisiana High School Athletic Association (LHSAA) Volleyball Staff “Magic with Merry” Holiday Tea Event Miss Louisiana USA & Miss Louisiana USA Teen Pageant Tour de Jefferson Bicycle Race Sun Belt Conference

ANNUAL REPORT 2017


JEFFERSON CONVENTION & VISITORS BUREAU, INC


ANNUAL REPORT 2017


MARKETING h

D E ST I N AT I O N

DIGITAL MARKETING Digital marketing played a key role in advancing brand awareness, exposing the destination across a variety of digital platforms and attracting travelers to the JCVB websites and social channels that delivered our message directly to the consumer. The JCVB launched a newly designed VisitJeffersonParish.com website with a fresh look and user-friendly navigation featuring interactive google maps, a parish graphic-map, a social media platform displaying user generated content, and banner ad advertising space available to JCVB members. The website also features the aRes Travel hotel reservation system for ease in booking JCVB hotel partner accommodations. The JCVB also maintains the FishJefferson.com, LouisianaOysterTrail.com, and FamilyGras.com websites.

visitjeffersonparish.com

visitkennerla.com

DIGITAL

louisianaoystertrail.com

familygras.com

fishjefferson.com

3,486 pageviews on aRes booking

293 UGC

552,598

569,032 pageviews

impressions &

to Visit

interactions

1,921 total clicks

Jefferson

garnering 55,400

on JCVB

Parish

impressions

member's

engine

MARKETING

JEFFERSON CONVENTION & VISITORS BUREAU, INC

ads DTN

websites


The JCVB launched its Visit Jefferson Parish App for iPhone and Android devices. Its convenient user-friendly format and simple navigation feature the ability to book accommodations via the aRes Travel hotel reservations page, check out our calendar of events, things to do, map, and even create personalized itineraries.

1 4 0 DOW N LOA DS / 1 , 61 1 PA G E V I EWS Staying social

‌ Facebook and Twitter remained the most influential social media platforms with Instagram coming in a strong third. A digital marketing manager was hired, and the social strategy revamped to display more video, links, imagery and an increase in paid advertising and contests.

FA C E B O O K FOLLOWERS

1,897

TWITTER FOLLOWERS

576

1,794,367 total impressions

901,153 total impressions

2,717 total engagements

21,060

FACEBOOK PAGES: Family Gras Fish Jefferson Louisiana Oyster Trail Visit Jefferson Parish #VisitJeffersonParish

INSTAGRAM FOLLOWERS

INSTAGRAM: @VisitJeffersonParish #VisitJeffersonParish

TWITTER: @FamilyGras @JeffersonLaFun #VisitJeffersonParish

ANNUAL REPORT 2017


L E I S U R E Marketing \

The JCVB enhanced its leisure marketing efforts by adding the position of Leisure Sales Manager to develop partnerships within the hospitality and travel industry, business community and local, regional, and state agencies. In addition, Jefferson Parish was promoted at a consumer tradeshow and exhibition for international buyers and suppliers. • Cruise World Showcase • La Cita de las Americas Tradeshow, Latin America and the Caribbean Representatives

7 1 FA C E T O FA C E MEETINGS THE JEFFERSON PARISH VISITORS GUIDE is an annual inspiration guide highlighting the destination, its events and the JCVB membership comprised of accommodations, attractions, restaurants and services. The guide is the main response piece for potential visitors requesting information on Jefferson Parish. It is distributed throughout Louisiana Welcome Centers, Jefferson and Orleans parish hotels, and to attendees of conferences and events. Companion pieces, such as the Louisiana Oyster Trail brochure and the Jefferson Adventure Guide, are also available to visitors. THE LOUISIANA OYSTER TRAIL continues to intrigue foodies with its featured savory delicacy! The trail, comprised of nearly two dozen Jefferson Parish oyster eateries, spans the coast of Grand Isle, the banks of the Mississippi, and the shores of Lake Pontchartrain, offering travelers a tasty journey wherever they may visit in Jefferson. Each eatery boasts a 3’ tall poly resin oyster sculpture hand painted by a local artist.

JEFFERSON CONVENTION & VISITORS BUREAU, INC


MARKETING

PA R T N E R S H I P S

Co-operative marketing endeavors with the Louisiana Office of Tourism (LOT) and Louisiana Travel Promotion Association (LTPA) enhanced our leisure marketing efforts in reaching both outdoor and culinary enthusiasts. A grant from the Gulf Tourism & Seafood Promotion Fund (GTSPF) enabled us to feature a broadcast campaign in the Dallas and Houston markets highlighting Jefferson Parish outdoor adventures and family activities.

STRATEGIC MARKETING PARTNERS

Team

ANNUAL REPORT 2017


LEISURE MARKETING

OUTLETS

LEISURE DIGITAL MARKETING Digital Campaign GEO Targeted Digital Campaigns Digital Campaigns via Compass Media EscapeToTheSoutheast.com FoodNetwork.com Louisiana Culinary Trails online Louisiana Newspaper Websites banner ads LouisianaTravel.com National Tour Association TexasMonthly.com e-Newsletter TourLouisiana.com TravelChannel.com VisitSouth.com

LEISURE PRINT MARKETING AAA Tourbook AARP Magazine Adventure Outdoors Magazine America’s Best Vacations Arthur Hardy Mardi Gras Guide Best of American Travel Food Traveler Magazine Gambit Jefferson Chamber Directory Jefferson CVB Visitors Guide Louisiana Attractions Guide Louisiana Cookin’ Magazine Louisiana Fishing & Outdoor Adventure Guide Louisiana Inspiration Guide Louisiana Life Magazine Louisiana Tax Free Shopping Directory National Wildlife Magazine Where Y’at Magazine

New Orleans has a wild side! Experiene Jefferson!

Choose your path in Jefferson Parish

Visiting Jefferson Parish is an adventure of its own! We offer some of the nation’s most unique cuisine, historic districts, nature trails, and wetland adventures. From airboat tours to go-kart racing, we’ve got the thrills to please. Whether you enjoy beautiful outdoor nature trails or educational indoor museum tours, we have the best of both! Savor our classic cajun cuisine on the Oyster Trail or at one of our many fine dining establishments. Jefferson Parish has it all! Jefferson Convention & Visitors Bureau, Inc. 3 Call 504.731.7083 3 Toll Free 1.877.572.7474 3 VisitJeffersonParish.com

Enjoy Southern Hospitality just a beat away from New Orleans. Experience Jefferson Parish. Revel in our year-round festivals, historic districts, exceptional shopping and value priced accommodations. After a day of adventure on the bayou, spend the evening savoring the flavor of our classic Cajun cuisine.

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

www.VisitJeffersonParish.com

JEFFERSON CONVENTION & VISITORS BUREAU, INC

Let our liberal catch limits lure you down! 3 Lafitte 3 Grand Isle 3 Inland 3 Offshore 3


Tax Free Shopping \ The Louisiana Tax Free Shopping program provides international shoppers a sales tax refund on purchases made at over 1,500 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 $15 million reported spent in 2017*.

TOP 5 COUNTRIES FOR INTERNATIONAL SPENDING*

Philippines

Brazil

China

Honduras

INDIA

*Source: Louisiana Tax Free Shopping 2017 report

The JCVB partnered with the Louisiana Tax Free Shopping program both through advertising opportunities and representation at the La Cita de las Americas Tradeshow. Jefferson Parish was presented to buyers and suppliers who facilitate inbound travel globally from key markets in Latin America and the Caribbean.

MARKETING TO h

MEDIA

Jefferson Parish’s unique attributes and diversity are marketed to national and international travel media, bloggers, travel writers, and freelance journalists. The JCVB’s partnership with the leading 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 the destination worldwide. The JCVB attended the travel industry’s premier international marketplace, U.S. Travel Association IPW Conference, meeting with travel writers, bloggers, and freelance journalists from around the world.

TRAVEL MEDIA-ORIENTED MEMBERSHIPS

ANNUAL REPORT 2017


J C V B M E M B E R Partnerships \ The JCVB partnered with its nearly 200 members through advertising and marketing initiatives, educational, informative and social events.

6%

3% Attractions (28%)

18%

Convention Facilities, Venues & Services (24%) 28%

Dining (21%) Accommodations (18%) Travel Planning & Transportation (6%)

21%

Shopping (3%) 24%

Member portal trainings were offered to educate members on the functionality of the upgraded customer relationship management system’s portal.

Membership Breakfast Meetings were held bi-monthly presenting industry related topics, bureau initiatives and reporting, and the fostering of member partnerships.

Networking and social events, tradeshow and sales mission buy-in opportunities were offered throughout the year.

The Annual Membership Luncheon highlighted industry accomplishments and outlined future goals, as well as honored Bui Nguyen, Owner, BN Management Group, as the 2017 Virgie Ott Tourism Award recipient.

JEFFERSON CONVENTION & VISITORS BUREAU, INC


A DVO C AT I N G j \

O U R I N D U ST RY The JCVB is the official destination marketing organization for the parish and serves to impact Jefferson’s economy through conventions and tourism. The JCVB acts as the liaison between meeting planners, tour operators, travel agents, and its nearly 200 member organizations to support Jefferson’s $1.9 billion hospitality industry. The JCVB advocates on behalf of its members on issues that affect the travel industry nationally and regionally. The value of the industry is communicated continually to local and state officials and legislators. The JCVB advocated for the hospitality industry during National Travel & Tourism Week during May 7-13. Shining the spotlight on the people behind our parish’s travel industry with this year’s theme: “Faces of Travel.” The travel industry is one that relies on human interaction, from the front desk clerk to the tour guides in our historic districts, the restaurant wait staff, general managers, and the owners of our hotels we recognize each contributing face of travel here in Jefferson Parish. On Travel Rally Day the JCVB staff, joined by Jefferson Parish officials and members, united with regional hospitality industry representatives and paraded through the New Orleans French Quarter displaying signage reading, “I am the Face of Travel, Travel Matters, and Travel Means Jobs.”

ANNUAL REPORT 2017


2017 JCVB STAFF Violet Peters, CDME

Casey Ronquille

Dani Kennedy

Terrie Birkel, CDME

Troy Dupont

Devin Bogle

June Labat

Charlene Hale

Kara Craighead

President & CEO Vice President

Executive Assistant to the President & CEO & Technology Systems Manager

Rebecca Buras Director of Finance

Sales Manager Sales Manager

Leisure Sales Manager

Digital Marketing Manager Member and Partnership Development Tourism Assistant

Paris Vinnett

Marketing Communications Manager

J E F F E R S O N CO N V E N T I O N & V I S I TO R S B U R E A U , I N C . Ca l l 5 0 4 . 7 31 . 7 0 8 3 | To l l F re e 1 . 8 7 7. 5 7 2 . 74 74 | V i s i t J e f fe r so n Pa r i s h . co m

JCVB 2017 Annual Report  
JCVB 2017 Annual Report  
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