JCVB 2021 Annual Report on the Destination

2021 JCVB ANNUAL REPORT a year in review

J E F F E R S O N C O N V E N T I O N & V I S I TO R S B U R E AU, I N C

A L E TT E R FROM THE P R ES I D E N T & C E O D E A R PA R T N E R S , S TA K E H O L D E R S & F R I E N D S : Throughout 2021, the pandemic recovery seemed like a steam train. In Jefferson Parish, it seemed to take off like a locomotive going full steam ahead with the Jefferson CVB team determined to add more and more fuel to get the visitor industry roaring on the tracks.

From sales and marketing efforts to fiscal prudence to partner outreach, this report demonstrates the JCVB has employed calculated strategies to get our industry back to work and doing what our destination partners do best – making lasting memories for our visitors.

We are thrilled to see the growth in our industry’s contribution to the Jefferson Parish economy – just short of 2019 levels! 2021 is the beginning to a successful recovery. Great opportunities along with challenges are on the horizon. The resiliency of all of us together has been nothing short of inspiring! We’ll continue working together to make Jefferson Parish the best option to stay, meet and play!

We remain #JeffersonParishStrong!

All the best,

Violet Peters

OUR MISSION The mission of the Jefferson Convention & Visitors Bureau, Inc. (JCVB) is to actively partner with the tourism and hospitality industry by marketing and selling the destination brand experience with resulting additional spending by leisure and group travel visitors leading to enhanced community economic vitality and resident quality of place.

OUR VISION As a brand driven destination leader, the Jefferson Convention & Visitors Bureau, Inc. (JCVB) is innovative and influential in bringing new visitor business to the parish tourism/hospitality industry and host communities.

OUR PROMISE Jefferson Parish, with its key getaways of Louis Armstrong New Orleans International Airport and Interstate 10, offers unique and affordable family-oriented dining and shopping, and immersive nature-based recreational and group event experiences. Comprised of the Mississippi East and West Banks and the Gulf Coast, the area showcases lively suburban business districts and historic neighborhood communities, espousing a distinct character of friendliness, fun and relaxation. Jefferson Parish is assuredly the real connection to the Louisiana family entertainment lifestyle.

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JEFFERSON TO U R I S M BY THE NUMBERS IN 2021 JEFFERSON PARISH GENERATED OVER

$1.59 BILLION

IN VISITOR SPENDING A 51% INCREASE OVER 2020

21,450 JOBS REPRESENTING OVER $575 MILLION IN EMPLOYMENT EARNINGS A 55% INCREASE IN EMPLOYMENT & 39% INCREASE IN EARNINGS OVER 2020 VISITORS CONTRIBUTED TO NEARLY $157 MILLION IN STATE AND LOCAL TAX REVENUES FOR JEFFERSON PARISH A 52% INCREASE IN TAX REVENUE OVER 2020 JEFFERSON PARISH RANKS 2ND HIGHEST IN LOUISIANA FOR VISITOR SPENDING, EMPLOYMENT, EARNINGS, AND GOVERNMENT REVENUE FROM STATE AND LOCAL TAXES Source: Louisiana Office of Tourism 2021 Visitor Spending Repor t

D E S T I N AT I O N D E V E LO P M E N T With a three-year strategy approach, the District 5 Destination Development Plan was initiated between Jefferson Parish District 5 and the JCVB. Its purpose was to assess and prepare a priority-based plan determining the best tourism product experiences pertinent to attractions, events, retail/hospitality services, and related infrastructure in District 5 communities. Opinions and insights were garnered from stakeholder, community/civic meetings and surveys. Similar Plans for Districts 1, 2, 3, & 4 are slated for 2022.

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Lafreniere Park Soccer Complex opened August 2021, a public-private partnership between Jefferson Parish and the Louisiana Fire Soccer Club. This highly anticipated complex delivered the first FIFA certified synthetic turf soccer field complex in the metro area.

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Bayou Metairie Park opened spring 2021, providing a covered pavilion for small performances and children's play area.

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Kingfish Cider opened in May 2021 in a warehouse in Old Jefferson. The first taproom to exist in Jefferson Parish, serving up their assortment of not-too-sweet ciders and perries (brewed with pears rather than apples).

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Stained Glass Wine House, a self-serve wine bar, celebrated its grand opening in November 2021 in downtown Gretna.

Developed by four friends who served together in the U.S. Air Force, the Stained Glass Wine House has more than 300 different types of wine in bottles, 24 self-serve wine taps, eight taps for spirits, and eight taps for local beer and handcrafted cocktails.

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Clearview City Center’s approximately $100 million redevelopment continued progression throughout 2021. Regions Bank branch opened on the property and construction rallied on the new Ochsner ‘super clinic’ slated to open in the fall of 2022.

2021 DESTINATION INFLUENCERS As COVID-19 cases declined in the spring and summer, Jefferson Parish was the first in its region to host festivals. Kicking off the series with the Lafitte Seafood Festival, followed by Uncle Sam Jam and the International Tarpon Rodeo.

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Elite Redfish Series Grand Isle International Tarpon Rodeo Lafitte Seafood Festival Louisiana Fire Juniors Soccer

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Miss Louisiana USA Pageant & Miss Louisiana Teen USA Pageant National Collegiate Rugby Uncle Sam Jam USA BMX 2021 National Event

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D ES T I N AT I O N S A L ES & S E RV I C ES The JCVB Sales Team promotes the destination to meeting planners, group and conference organizers, tour operators, and sporting event organizers. In 2021, the Sales Team continued its efforts to lead the destination into COVID-19 recovery. The meetings, association and social markets remained cautious; however, the sports market performed well despite the uncertainties of the COVID-19 pandemic.

JUMP, an acronym for Jefferson Uniting Meeting Participants debuted in January 2021. JUMP is an opportunity to stay in front of meeting planners through a fusion meeting experience designed to give meeting planners a taste of Jefferson Parish virtually. Images and videos can be used in virtual and hybrid meetings.

The destination was negatively impacted by Hurricane Ida in August, limiting hotel room availability for the remainder of 2021. The Sales Team persevered continuing to work with its JCVB and regional partners to maintain the great service and amenities our clients enjoy.

2021 HIGHLIGHTS INCLUDE M A R C H - Louisiana Fire Juniors Soccer Big Easy Invitational - 1,200 attendees / 360 room nights A P R I L - USA BMX 2021 National Event - 1,000 attendees / 674 room nights M AY - National Collegiate Rugby - 3,000 attendees / 2,080 room nights J U N E - 2D Sports Baseball - 2,400 attendees / 925 room nights N OV E M B E R - Louisiana Fire Juniors Soccer New Orleans Champions Cup - 800 attendees Rooms unavailable due to post-Hurricane Ida hotel closures

NEW & EMERGING SPORTS INCLUDED J U LY - Women’s Flag Football Network National Championship - 200 attendees / 60 room nights D E C E M B E R - Gulf Coast Quidditch Nationals – 500 attendees / 220 room nights In partnership with local organizations, the JCVB was able to successfully secure key future events:

Allstate Sugar Bowl National Prep Classic returning to the Alario Center January 5-8, 2022 with 780 room nights and 2,000 attendees National Collegiate Rugby’s May Madness returning May 26-30, 2022 expected to bring in over three times the number of teams of 2021

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MARKETING THE D ES T I N AT I O N LEISURE MARKETING Visit Jefferson Parish focused on our abundant outdoor attractions and unique get aways. As restrictions eased and consumer confidence grew, we extended our target audience beyond the community, regional and in-state markets into a multi-segment targeted drive-market strategy.

To further secure our place as a premier destination in the south, we attended the Travel South USA Domestic Showcase, introducing Jefferson Parish to tour operators and wholesalers via one-on-one meetings.

MARKETING PARTNERSHIPS Co-operative marketing endeavors with the Louisiana Office of Tourism (LOT), Louisiana Travel Association (LTA), Louisiana Tourism Coastal Coalition (LTCC), Gulf Alliance of Tourism (GATOR), and the Louisiana Tax Free Shopping program enhanced leisure marketing efforts.

Through a strategic partnership with neighboring destinations, the Louisiana Northshore & River Parishes, we launched a new itinerary, The Soul of South Louisiana, highlighting the Native, Creole and African American people, heritage, culture, and way of life in the tri-parish region.

The Louisiana Office of Tourism’s (LOT) Sunshine grant programs aided in our economic recovery marketing efforts through participation in the You Are My Sunshine and Louisiana is a Trip video display, in-state radio advertising, and regional display advertising campaigns, as well as providing additional marketing dollars for media brand management and digital programs.

I N T E R N AT I O N A L M A R K E T E F F O R T S I N C LU D E D :

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Sent a “Thinking of You” video through the Louisiana Office of Tourism UK office

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Sent a “Welcome to Jefferson Parish” video through the Louisiana Office of Tourism for the Travel South USA French/ Belgium content program

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Met with state partners quarterly to collaborate on joint opportunities to strengthen international outreach and client engagement

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Continued to network with receptive tour operators based in the United States through emails & promotional marketing materials

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J E F F E R S O N PA R I S H V I S I TO R S G U I D E Visit 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. This lifestyle magazine featured articles highlighting the destination's Green Spaces & Historic Places as told by visiting travel writers. 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.

LO U I S I A N A OYS T E R T RA I L

A NA S

Jefferson Parish

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The Louisiana Oyster Trail is comprised of Jefferson Parish oyster eateries, each boasting a 3-foot tall poly resin oyster sculpture hand painted by a local artist. The trail 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. The dedicated website, LouisianaOysterTrail.com, provides a map with a complete listing of participating restaurants, as well as artist profiles and sculpture images.

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Oyster Trail www.louisianaoystertrail.com

Eat Louisiana Oysters!

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D I G I TA L & SOCIAL MARKETING The destination’s commitment to the health and safety of our visitors and residents was reiterated throughout our marketing. The Clean & Safe Pledge is prominently and proudly displayed.

DIGITAL & SOCIAL MEDIA Digital and Social Media marketing were the top performing platforms in 2021. These outlets were consistently utilized to advance brand awareness, reach targeted audiences, share information and messaging. The flexibility of social media advertising allowed us to target specific demographics and niche markets.

39,104 FACEBOOK

2,643 TWITTER

2,991 INSTAGRAM

FOLLOWERS

FOLLOWERS

FOLLOWERS

1,198,373 total

162,215 total

115,943 total

impressions

impressions

impressions

FACEBOOK PAGES Family Gras Louisiana Oyster Trail Visit Jefferson Parish #VisitJeffersonParish INSTAGRAM @VisitJeffersonParish #VisitJeffersonParish TWITTER @FamilyGras @JeffersonLaFun #VisitJeffersonParish YOUTUBE Views: 30,993 Impressions: 338,200 456.8 hours of watch time/year PINTEREST @VisitJeffersonParish

visitjeffersonparish.com

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louisianaoystertrail.com

familygras.com

fishjefferson.com

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VISITJEFFERSONPARISH.COM WEBSITE

1,188,845

483,797

2:43

3,884

impressions & 2,218 total clicks on JCVB member DTN ads

pageviews to Visit Jefferson Parish websites

average time on page and 287,361 were new users (86.9%)

pageviews on aRes booking engine

VISIT JEFFERSON PARISH APP Visit Jefferson Parish App features a destination map, itinerary builder, calendar of events, accommodations, and more!

436 DOW N O L ADS /

5,463 PAG E VIEW S

55% OF THOSE ARE NEW USERS

BLOG

20,099 PAGEVIEWS TO P 5 P O S T S :

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Plan An Outdoor Getaway to Jefferson Parish (3,569 views) Top Things to Do in Grand Isle (3,508) Jefferson Parish Mardi Gras Events Specials (1,327) Halloween Events in Jefferson Parish (1,299) Halloween Fall Events Guide (1,119)

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2,025 U S ERS

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PR AND MEDIA MARKETING By leveraging the power of relationships, PR outreach resulted in significant exposure for Jefferson Parish inspiring travel to the destination. The JCVB partnered with its members to offer familiarization (FAM) tours to the travel media for a firsthand experience, and, in turn, they provided the destination with exposure in digital and/or print travel trades.

Direct media outreach through our partnership with Mindy Bianca Public Relations (MBPR) provided opportunities throughout the year to pitch story ideas and introduce the destination to travel writers and journalists.

In partnership with the Gulf Alliance of Tourism (GATOR), we have garnered relationships with media, showcasing Jefferson's outdoor amenities, culinary and culture.

MEDIA MENTIONS Travel Awaits, featured the Jefferson Parish Louisiana Oyster Trail in 5 Best Food and Drink Trails In The Southern U.S. Food Network, featured Drago’s Restaurant in Grab One of These Nationally Shipped Grill Boxes for Memorial Day Group Tour Magazine & NOLA.com, featured The Soul of South Louisiana, a joint group itinerary highlighting the Native, Creole and African American people, heritage, culture, and way of life in the tri-parish region: Jefferson, St. Tammany and the River Parishes Conde Nast Traveler, featured Grand Isle in The Best State Park in Every Single State

TRAVEL MEDIA-ORIENTED MEMBERSHIPS Membership in travel media-oriented associations is an important factor in marketing to media of specific or niche markets. The JCVB also attends media and PR conferences annually to grow our relationships and further our understanding of media and travel industry communication.

T H E J C V B ATT E N D E D T H E F O L LOW I N G C O N F E R E N C E S : •

North American Travel Journalist Association (NATJA) Media Marketplace

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The Public Relations Society of America (PRSA) Annual Conference

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LEISURE MARKETING OUTLETS LEISURE DIGITAL MARKETING 225BatonRouge.com AAA Texas Journey AARP.com Birdwatching.com Compass Media Content & Clicks campaign Compass Media Google Display Compass Media Targeted Email campaign CountryRoadsMagazine.com Expedia Hoffman Media Culinary campaigns Holiday & Shopping campaigns HoustonChronicle.com LouisianaTravel.com LouisianaTravel.com/Culinary Louisiana Is A Trip campaign, Co-op with Louisiana Office of Tourism Louisiana Kitchen & Culture Madden Remarketing & Prospecting campaign Mardi Gras For All Y’all campaign Staycation, Outdoor & Culinary campaigns Summer Festivals campaign TourLouisiana.com WhereYat.com & eBlasts Where Travel You Are My Sunshine campaign, Co-op with Louisiana Office of Tourism

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LEISURE PRINT MARKETING

Discover where New Orleans goes to eat & unwind.

Outdoor Adventures | Louisiana Cuisine | Premier Shopping

the dish that came out of its shell just for you

64 Parishes AAA Travel Arthur Hardy Mardi Gras Guide Birdwatching Magazine Louisiana Cookin’ Louisiana Life Magazine

Just 20 minutes from downtown New Orleans, enjoy Jefferson Parish’s wild side… Stroll the boardwalks and nature trails, explore the wetlands aboard an airboat, camp under the stars, or relax as you fish the waters of the Barataria. Your wild adventure awaits!

Louisiana Sunshine Annual Inspiration Guide

Art and cuisine meet when you dine along the Jefferson Parish Louisiana Oyster Trail. Featuring over two dozen eateries you can indulge in this delicacy in a variety of ways. Look for the 3-foot hand-painted oyster

Good Housekeeping

sculpture unique to each restaurant along the trail. Come enjoy the place where we serve a whole sea of food on a platter.

Good Sam RV’ing

A Clean & Safe Destination, we are committed to the safety and well-being of our community and visitors. For more information, visit www.visitjeffersonparish.com/pledge www.louisianaoystertrail.com

Inside NOLA

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Louisiana Attractions Guide Louisiana Fishing & Outdoor Adventures Guide Louisiana Kitchen & Culture

A TOP RATED EVENT STARTS WITH A WINNING LOCATION!

Louisiana Life Staycations Oxford American Rova Magazine Travel & Vacation Recipe Book Travel, Taste & Tour Magazine USA Today, Go Escape to the Gulf Coast Visit Jefferson Parish Annual Visitors Guide Where Traveler Where Y’at Spring & Fall Dining Guide & Halloween Guide

Featuring TPC Louisiana, Jefferson Parish offers a championship course with the only PGA Tour stop in Louisiana! Known for its exceptional 250 acres of sprawling wetlands, the course is both challenging and unique. Additionally, Jefferson offers a variety of golfing venues and experiences, each offering its own selection of play and stay golf packages for individuals and golf groups of all sizes.

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BROADCAST Fox 8 How Do You Mardi Gras sponsor WGNO Countdown to Mardi Gras sponsor WDSU Mardi Gras Day Special Feature sponsor NOLA.com/The Advocate Mardi Gras for All Y’All series sponsor with segments featuring the Krewe of Argus, the Jefferson Parish Louisiana Oyster Trail, and Swamp & Bayou Adventures (National) Hearst Anyscreen WDSU featuring VJP Stay & Save :30 commercial (Texas & Louisiana markets) You Are My Sunshine campaign featuring VJP Stay & Save :30 commercial (AL, AR, GA, FL, MS, TN, TX markets), Co-op with the Louisiana Office of Tourism Louisiana’s A Trip campaign featuring VJP Stay & Save :15 commercial (LA, MS, TX markets), Co-op with the Louisiana Office of Tourism

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GROUP MARKETING OUTLETS In 2021, the Group Sales Team attended the Student & Youth Travel Association (SYTA) and the Military Reunion Network (MRN) tradeshows in person.

DIGITAL MARKETING Group Tour Media: Sponsored eBlast & Targeted Remarketing campaign Group Travel Leader LouisianaTravel.com Meetings Today E-News & Banners Playeasy.com SGMP Online Suppliers Guide Sports ETA E-News & Banners SportsEvents.com

PRINT MARKETING

Where will everyone meet when the meetings are over?

Convention South Annual Guide & CVB Directory & Small Market Meetings Faith Travel Group Travel Leader Magazine & Buyers Guide Go South Magazine Going on Faith Conference Guide

Discover where New Orleans goes to meet, eat & unwind!

Just next door to New Orleans, discover Jefferson Parish! Where a unique blend of wetlands

Jefferson Chamber Review Louisiana Fall Travel Planner Guide Louisiana Society of Association Executives (LSAE) Directory Meetings Today Annual Guide & New Orleans edition & Louisiana edition Sports Destination Management

Just next door to New Orleans, reserve a peaceful retreat from the bustling city in Jefferson Parish!

We are home to the Louis Armstrong New Orleans International Airport, and with two convention centers, over 8,000 hotel rooms, themed venues, and attractions we are ready to host your group! Our diverse culture and cuisine make this a destination worth savoring. Your adventure awaits!

and coastal experiences meets a metropolitan flare! From scenic bayou tours to historic districts, rustic venues, and creole cuisine, your authentic experience awaits!

Jefferson Parish is a Clean & Safe Destination committed to the safety and well-being of our community and visitors. For more go to www.visitjeffersonparish.com/pledge

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Sports ETA Spotlight Louisiana SportsEvents Annual Planners’ Guide SportsEvents Annual Guide on CVB’s & Commissions

GROUP TRAVEL TRADE MEMBERSHIPS American Bus Association (ABA)

Military Reunion Network (MRN)

Destinations International (DI)

South Central Motorcoach Association (SCMA)

Group Travel Family

Sports Events & Tourism Association (Sports ETA)

Louisiana Association of Convention & Visitors Bureaus (LACVB)

U.S. Travel Association

Louisiana Travel Association (LTA)

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JCVB MEMBER PA RT N E R S H I P S

Our Member/Stakeholder Promise: We pledge to facilitate business opportunities to members and partners through increased visitor exposure, advocacy and education.

As a member-based organization, the JCVB partners with Jefferson Parish hotels, attractions, restaurants, venues, parks and outdoor facilities, transportation, and service providers working together to promote the destination.

A membership/stakeholder survey specific to benefits and views on tourism advocacy is deployed annually. In 2021 it was difficult to host bi-monthly Membership Breakfast Meetings because of complications due to both COVID-19 and Hurricane Ida. However, we maintained communication through virtual meetings, e-newsletters, emails, and personal visits and calls.

The 2021 Annual Membership Meeting was held in person on December 14th with the theme Gift of Travel.

Attendees gathered to celebrate industry accomplishments of a year filled with challenges and adversities and to look ahead to emerging trends for 2022. A distinguished guest panel offered insights on the sports and tour and travel markets, and the effect on the destination.

VIRGIE OTT TOURISM AWARD The 2021 Virgie Ott Tourism Award was presented to Lydia Folse, General Manager, Alario Center for her outstanding leadership within the Jefferson Parish travel industry.

Virgie Ott Award Recipient - Lydia Folse. Also pictured: Violet Peters, President & CEO, and Francisco Christian, Chairman

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A DVO CAT I N G FOR OUR I N D U S T RY The JCVB continued to advocate on behalf of the Jefferson Parish travel and hospitality industry. At the peak of the pandemic, Jefferson Parish businesses were forced to lay off or terminate workers. Many struggled to survive, and for those who remain, new challenges threaten their existence. The JCVB, along with local, regional and state elected officials and organizations, rallied to ensure their voices are heard. By advocating to Congress for additional funding for relief grants and supporting recovery policies to restore the travel economy. We remain committed to this industry and will continue to deliver information relevant to economic impact, travel and marketing trends, workforce and financial offerings.

Together with our peers nationally, we celebrated our industry’s economic and humanitarian impact during the 2021 National Travel & Tourism Week (NTTW) celebration.

Nationally recognized in 1983, NTTW is an annual industry tradition celebrating the value travel holds for our economy, businesses, personal well-being, and the industry's role in facilitating recovery and powering the U.S. economy.

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B OA R D OF D I R E C TO R S Thank you to the 2021 Board of Directors for their leadership and guidance.

EXECUTIVE COMMITTEE FRANCISCO CHRISTIAN, Chair LYDIA FOLSE, Vice Chair TODD LOUP, Treasurer

| General Manager, Alario Center

| Director of Sales, DoubleTree by Hilton New Orleans Airport

RYAN BRAUN, Secretary

| General Manager, Hampton Inn & Suites New Orleans - Elmwood

BRETT BARES, Member-At-Large TRICIA PHILLPOTT, VIOLET PETERS,

| Managing Partner, Taylored Hospitality Solutions

| Director of Sales & Marketing, Airboat Adventures, LLC

Member-At-Large | General Manager/Leasing Manager, Lakeside Shopping Center

President & CEO | Jefferson Convention & Visitors Bureau, Inc.

DIRECTORS TROY ALDRICH, General Manager

| Country Inn & Suites by Radisson, Metairie

SCOTT ALEXANDER, Chief Operating Officer KEVIN BARONI, General Manager DAVID BARRECA, Owner

| NOLA Gold Rugby

| Pontchartrain Convention and Civic Center

| Barreca's Food Services, LLC

KRISTINA BENNETT-HOLMES, Deputy Director of Aviation-Commercial Development CHRIS BONFANTI, General Manager

| Louis Armstrong New Orleans International Airport

| New Orleans Marriott Metairie at Lakeway

SHANNON HAMM, Director of Sales & Marketing

| Hotard Coaches, Inc.

DARREN MARTINO, On Premise Sales Manager

| Crescent City Coca-Cola Bottling Company UNITED

GENE SAUSSE, Owner - Sausse Properties LLC BROOKE ZAR, Owner/Operator

| Restaurant des Familles

COMMUNITY REPRESENTATIVES LORI GUIN, Museum Curator TODD MURPHY, President DONNA RUSSO, Director

| Westwego Historical Museum | Jefferson Chamber of Commerce

| Jefferson Parish Citizens' Affairs

JCVB TEAM VIOLET PETERS, CDME

President & CEO

JUNE LABAT, Executive Assistant to the President & CEO and Technology Systems Manager TERRIE BIRKEL, CDME, Vice President REBECCA BURAS, Director of Finance ANGELA MATHERNE, Director of Sales THERESA MULÉ, Sales Manager CHARLENE HALE, Director of Leisure & Partner Sales FAYE BROUSSARD-DAUZAT, Digital Marketing & Social Content Manager ARIANA MUÑOZ, Sports Tourism Coordinator ERIN SCHNEIDER, Administrative Specialist

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JEFFERSON CONVENTION & VISITORS BUREAU, INC. VISITJEFFERSONPARISH.COM | 504.731.7083 | Toll Free 1.877.572.7474