JCVB 2022 Annual Report

2022 a year in review

A letter from the president & ceo

DEAR INDUSTRY PARTNERS & COMMUNITY STAKEHOLDERS,

As we began 2022, we were coming off two very disruptive years between the pandemic and Hurricane Ida. As we worked throughout those two years to minimize the devastating blow to our tourism economic impact, all of that hard work had a big return on investment with a 7% increase of visitor spending in 2022 buoying Jefferson Parish tourism back up to a nearly $2 billion industry!

We saw the strong return of destination events throughout 2022 with big economic drivers, including Mardi Gras and Family Gras, the Allstate Sugar Bowl National Prep Classic, National Collegiate Rugby, and Dixie Youth Baseball. In addition, 185 leads were put forward to our partners by our energetic sales team.

Strategic vision and planning are the foundation of our destination marketing and management efforts. Destination development plans were completed by district giving us a comprehensive overview of tourism opportunities for public and private development.

This report reflects the successful year of our destination with the small but mighty Jefferson CVB team of destination professionals, who every day put the destination front and center, partnering with tourism businesses and being creative to inspire visitors to make memories with unique new and old favorite Jefferson Parish experiences. Competition is fierce when it comes to getting the visitor dollar. The efforts of the Jefferson CVB and our partners are vital to support and grow the nearly 21,000 tourism jobs in Jefferson Parish. The 2022 statistics reflect the significant tax burden lift of $1,138 off Jefferson Parish residents. It’s why we do what we do every day!

Thank you for your support and dedication to keeping Jefferson Parish tourism strong!

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 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.

Jefferson tourism by the numbers

• In 2022, Jefferson Parish generated nearly $2 billion in visitor spending, a 7% increase over 2019.

• Jefferson Parish is the 2nd largest tourism economy in the state.

• 20,748 jobs and $614 million in employment earnings were generated by visitor spending.

• Visitors contributed to $194 million in state and local tax revenues for Jefferson Parish, a 22% increase over 2021 and a 9% increase since 2019.

• State and local taxes paid by visitors saved Jefferson Parish households $1,138 in taxes.

SOURCE: LOUISIANA OFFICE OF TOURISM 2022 VISITOR SPENDING REPORT

DESTINATION DEVELOPMENT

With a three to five year strategy approach, the JCVB, in partnership with DC Consultancy Group, worked with the five Jefferson Parish districts to assess and prepare a priority based plan determining the best tourism product experiences pertinent to attractions, events retail/hospitality services and related infrastructure within each district's community. Stakeholder, community/civic meetings and surveys were conducted to garner insights and opinions. An overall Jefferson Parish Destination Development Plan determining priority projects for advocacy support and current/potential future funding will be presented in 2023.

2022 welcomed new and renewed business and initiatives for growth into 2023.

• Two new Mardi Gras parades rolled in Jefferson. The Krewe of TCQNO (Culinary Queens of New Orleans), an organization dedicated to honoring women who are making history in the food and beverage industry, rolled in Marrero and the Krewe of Symphony, an all-male social and pleasure club, paraded in Metairie.

• Hubig's Pies, a New Orleans tradition since 1921, reopened in Jefferson Parish offering the famous fruit and sweet-filled fried pies. Located in Jefferson near the Huey P. Long Bridge, these pies add new sweetness to the visitor experience.

• Treasure Chest Casino broke ground on its new land-based location adjacent to the existing riverboat casino. The facility located in Kenner is slated to include a 47,000 sq. ft. casino, 10,000 sq. ft. of convention space, restaurants, bars, and a FanDuel Sportsbook.

• Airborne X, an indoor adventure park, opened its doors to fun for the entire family. From zip lining over the trampoline park to obstacle courses and arcade games, these adventures are located in Harvey.

• Movie Poster Archives Gallery, a treasure trove for movie buffs, features posters, photos, stills, min-posters, and lobby cards from around the world and is located in Gretna.

• Fat City's Vieux Carre Shopping Center was rebranded as The Shops on Seventeenth. The property located in Metairie is just over 20,000 sq. ft., featuring 11 storefronts located at the west corner of Severn Avenue and 17th Street.

• Inland Seafood, the largest seafood distributor in the Southeast, opened its full-scale distribution facility in Jefferson. Inland Seafood will help sustain the regional seafood industry that visitors expect to enjoy. Located in Elmwood.

2022 destination influencers

• Allstate Sugarbowl Prep Classic

• Mardi Gras

• Family Gras

• Gretna Heritage Festival

• Lucky Bags National Cornhole Tournament

• Elite Redfish Series

• Grand Isle International Tarpon Rodeo

• Lafitte Seafood Festival

• Louisiana Fire Juniors Soccer

• First Robotics

• Disabled American Veterans

• Top Taco Fest

• Gator Classic Soccer Tournament

• New Orleans Champions Cup Soccer Tournament

• National Collegiate Rugby

• Uncle Sam Jam

• Zurich Classic

Jefferson Tourism by the Numbers

Destination Sales & Services

Destination sales & services

The JCVB Sales Team promotes the destination to meeting planners, group and conference organizers, tour operators, and sporting event organizers. In 2021, the talented destination group sales team worked closely with hotel partners, convention facilities and local venues to bring conferences, sports tournaments, group reunions, and hotel-hosted meetings to Jefferson Parish. Lingering hotel closures due to the negative impact of Hurricane Ida in August 2021 remained challenging through the end of the year. The team persevered, conducting client site visits, partnering with available properties and offering packaging options at various venues to most effectively accommodate group needs.

2022 highlights include

JANUARY

MARCH

MAY

JULY

NOVEMBER

- Allstate Sugar Bowl National Prep Classic - 2,700 attendees / 700 room nights

- Louisiana Fire Juniors Soccer Big Easy Invitational - 1,100 attendees / 190 room nights

- Association of Volleyball Professionals - 1,100 attendees / 112 room nights

- National Collegiate Rugby - 3,000 attendees / 2,030 room nights

- Dixie Youth Baseball/Dixie Boys Baseball - 1,950 attendees / 600 room nights

- Louisiana Fire Juniors Soccer New Orleans Champions Cup - 3,000 attendees / 300 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 4-8, 2023 with 780 room nights and 2,000 attendees.

National Collegiate Rugby’s May Madness returning May 25-29, 2023 expected to bring in over three times the number of teams of 2021.

The challenges and limitations incurred by Hurricane Ida in 2021 lingered throughout 2022. However, we were able to represent the destination at select tradeshows/conferences generating leads and growing occupancy for 2022. The group sales team attended 6 group tradeshows, confirming appointments with more than 150 attendees and having exposure to more than 600 attendees.

193 face-to-face client meetings

TRADESHOWS ATTENDED

Military Reunion Network (MRN) - Hosted by the Jefferson CVB

Sports Events & Tourism Association (Sports ETA)

S.P.O.R.T.S. the Relationship Conference

Student Youth Travel Association (SYTA)

TEAMS Conference

US Travel Association, IPW

Marketing the destination

LEISURE MARKETING

Visit Jefferson Parish focused on our abundant outdoor attractions and unique getaways. The JCVB’s objective is to increase the number of visitors traveling to Jefferson Parish through cooperative marketing, trade shows, sales missions, and familiarization (FAM) trips.

Jefferson Parish was promoted at the following leisure-oriented tradeshows/conferences:

• IPW Conference

• LTA Lt. Governor's Travel Summit

• Travel South Domestic

familiarization (fam) tours

• Travel South International

• Chicago Sales Mission - Partnering with the Louisiana Office of Tourism

In partnership with the Louisiana Office of Tourism, the JCVB hosted wholesale tour & FIT operators from Brazil. Participants enjoyed a bayou adventure, shopping and dining!

marketing partnerships

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

The Louisiana Office of Tourism’s (LOT ) Cooperative Marketing Program (CMP) grant provided a 100% match for an additional $20,000 in marketing allocated to media brand management and digital programs. 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.

strategic partners

JEFFERSON PARISH VISITORS GUIDE

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.

LOUISIANA OYSTER TRAIL

The Louisiana Oyster Trail is comprised of Jefferson Parish oyster experiences, 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.

S NO-BAL L BLIT Z !

JEFFERSON PARISH

SNO-BALL BLITZ!

The inaugural Jefferson Parish Sno-Ball Blitz was met with great enthusiasm and success during the summer. The program featured sno-ball stands throughout Jefferson Parish offering a specialty sno-ball with a twist...a competition for the Best in Sno! Locals were able to boast about (and vote for) their hometown favorite, while visitors were introduced to a local tradition that just happens to taste great too! The 2022 Best in Sno was awarded to Droopy's Snowballs of Harahan.

TASTE OF THE TRAIL

Awe shucks…the Taste of the Trail: A Louisiana Oyster Trail Experience returned in the fall of 2022, featuring oyster experiences throughout the parish serving up the Louisiana delicacy in a variety of ways with discounts and specialty dishes the first week of November.

CLASH OF THE COCKTAIL

If there’s one thing Louisianians know best, other than food and how to have a good time, it's how to craft a cocktail. The inaugural Clash of the Cocktails, a bout amongst local bars ‘duking it out’ for a chance at the title King Cocktail was hosted in the fall, promoting specialty cocktails at bars and restaurants around Jefferson Parish, each vying for the coveted championship belt. The 2022 title of King Cocktail went to Deanie's Bucktown for their Cranberry Mojito. Locals and visitors were the real champions as they sipped (and voted) for their favorites!

Eat Louisiana Oysters!

LOUISIANA OYSTERS Oyster Trail Jefferson Parish www.louisianaoystertrail.com

Digital & social marketing

With measurable results and the ability to reach large diverse audiences, digital and social media marketing was a major factor in advancing brand awareness and exposing the destination across a variety of digital platforms.

FACEBOOK PAGES Family Gras Louisiana

INSTAGRAM @VisitJeffersonParish #VisitJeffersonParish

TWITTER @FamilyGras @JeffersonLaFun #VisitJeffersonParish

YOUTUBE

Views: 12,234

PINTEREST @VisitJeffersonParish

visitjeffersonparish.com

louisianaoystertrail.com

familygras.com

fishjefferson.com

visitjeffersonparish.com website

1,953,273 impressions & 2,218 total clicks on JCVB member Destination Travel

2,689 pageviews on aRes booking engine

visit jefferson parish app blog

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

566 DOWNLOADS / 10,297 PAGEVIEWS / 3,101 USERS

63% WERE NEW USERS

13,215 PAGEVIEWS

TOP 5 POSTS:

• Things To Do In Grand Isle (1,104 views)

• History of Bucktown (1,071 views)

• Haunted Huey P. Long Bridge (1,300 views)

• Jefferson Parish Pumpkin Patches (1,059 views)

• Restaurants Open for Christmas & New Years (1,696 views)

pr & Media Marketing

pr & 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 Louisiana Office of Tourism (LOT), we have garnered relationships with media, showcasing Jefferson's outdoor amenities, culinary and culture.

media mentions

Visit Jefferson Parish enjoyed 16 media mentions in 2022, introducing the destination to thousands of potential travelers through the stories and articles featured. Below is a sampling of those featured:

SOUTHERN LIVING

The Best Beaches in Louisiana by Tara Massouleh McCay

THE POINTS GUY

12 Best Budget Beach Destinations in the US by Lori Zaino

AAA EXPLORER SOUTH MAGAZINE

Tasty Trails by Suzanne Corbett

USA TODAY 10 BEST

Gretna: The Small Louisiana Town that Time (and Hurricane Ida) Spared by Chelle Koster Walton

TRAILBLAZER MAGAZINE

I-10 Cross-Country Across the Sunbelt by Lynn & Cele Seldon

KNOXVILLE DAILY SUN

The Other Wild Side of New Orleans, Jefferson Parish by Tom Adkinson

Visit Jefferson Parish hosted freelance travel writer, Dawn Reiss, an award-winning multimedia journalist based in Chicago. Dawn and her family experienced adventures along the bayou, savory oysters and even a trip to outer space on their visit! Her article is published in the 2022 Visit Jefferson Parish Visitors Guide.

Additionally, travel writer and influencer Ariel Frager visited Jefferson experiencing the Barataria Preserve at Jean Lafitte National Historical Park & Preserve. Her article was published online with GearJunkie.com.

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.

Leisure marketing outlets

leisure digital marketing

Birdwatching.com

Compass Media Digital Display Campaign

Compass Media Digital Outdoor Travel Campaign

Compass Media Display & Social Media Remarketing Campaign

Deveney's Content Creation & Social Media Campaign

Holiday & Shopping Campaigns

Houston Chronicle Display Campaign

LouisianaTravel.com

LouisianaTravel.com Culinary eNews

Miles Media Culinary Package

Oxford American Digital Campaign

ROVA.com

Texas Monthly Digital Campaign

TourLouisiana.com

Where Traveler

Where Y’at.com – Mardi Gras & Family Gras

leisure print marketing

64 Parishes Magazine

Arthur Hardy Mardi Gras Guide

Better Homes & Garden

Birdwatching Magazine

Country Roads Magazine

French Quarterly Magazine

Gambit Weekly

Golf Louisiana Program

Good Housekeeping

Jefferson Review

Louisiana Attractions Guide

Louisiana Cookin' Magazine

Louisiana Culinary Trails

Louisiana Fishing & Outdoor Adventures Guide

Louisiana Inspiration-Sunshine Magazine

Louisiana Life

Martha Stewart Living

Oxford American

Parents

ROVA Magazine

Society of American Travel Writers (SATW) Annual Directory

Southern Cast Iron

Southern Living

Student Youth Travel Association (SYTA) Conference Pamphlet & Magazine

Teach & Travel Magazine

Travel, Taste + Tour Magazine

Visit Jefferson Parish Annual Visitors Guide

Where Traveler

Where Y'at

Woman’s Day

leisure broadcast marketing

NOLA.com/The Advocate Mardi Gras For All Y'all

WGNO Television:

- Rhythm on the Route highlight

- Family Gras

- Sno-Ball Blitz

- Uncle Sam Jam

WDSU Television:

- Rhythm on the Route highlight

- Sno-Ball Blitz

- Uncle Sam Jam

- Family Gras

I Heart Radio - WNOE, WRNO, KDVU Family Gras

Cumulus Radio - KKND, KMEZ, WRKN, WZRH & WTIX radio - Uncle Sam Jam

You Tube Regional (LA, TX) & National Campaign - Visit Jefferson Parish Outdoors/ Family Fun :30 Commercial

Discovery Channel - Elite Fishing Series featuring Jefferson Parish

Group marketing outlets

digital marketing

Group Travel Leader online

Playeasy.com

Meetings Today e-news & banners

SGMP Online Guide

Society of Government Meeting Professionals (SGMP)

SportsEvents Digital Campaign

Team Louisiana

print marketing

Connect Magazine

Connect Sports

Convention South

Destination Magazine

Faith Travel

GO South - Group Travel Leader

Group Travel Leader

Louisiana Society of Travel Professionals (LSAE)

Meetings Today

Small Market Meetings

SportsEvents Magazine & Annual Guide on CVB's & Commissions

Sports Destination Management

group travel trade memberships

American Bus Association (ABA)

Group Travel Family

Louisiana Association of Convention & Visitors Bureaus (LACVB)

Louisiana Travel Association (LTA)

Louisiana Society of Association Executives (LSAE)

National Tour Association (NTA)

South Central Motorcoach Association (SCMA)

Student & Youth Travel Association (SYTA)

Southeast Tourism Society (STS)

Sports Events & Tourism Association (Sports ETA)

United Motorcoach Association (UMA)

U.S. Travel Association

Your Military Reunion Connection (YMRC)

GroupMarketing Outlets

Jcvb Member Partnerships

Jcvb member partnerships

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, Visit Jefferson Parish partners with hotels, attractions, restaurants, venues, parks and outdoor facilities, transportation, and service providers working together to promote the destination. Visit Jefferson Parish is a resource and advocate for its over 200 members partnering year-round through promotion and marketing initiatives, and educational and professional development.

In partnership with Coca Cola Bottling, United, we launched the 2022 membership drive "Another Jefferson Favorite" with partners proudly displaying signage encouraging others to partner with Visit Jefferson Parish. Members also display signage touting "Proud Partner in Tourism."

A membership/stakeholder survey specific to benefits and views on tourism advocacy is deployed annually. Partner networking and meetings are hosted bimonthly encouraging members to partner on marketing opportunities, as well as providing industry updates and data.

The 2022 Annual Membership Meeting was held in October with the theme Level Up! Attendees gathered to celebrate industry accomplishments and to look ahead to emerging trends for 2023. We were honored to host Louisiana State Senator Patrick Connor as the guest speaker. The Visit Jefferson Parish team committed to "Leveling Up" its commitment to the partners and the destination, inviting attendees to join us.

The 2022 Virgie Ott Tourism Award was presented to Darren Martino, Division on Premise Sales Manager for Crescent City Coca-Cola Bottling Company for his outstanding leadership and enthusiastic dedication to the Jefferson Parish hospitality industry.

Virgie Ott Award Recipient - Darren Martino. Also pictured Violet Peters, President & CEO, and Francisco Christian, Chairman

virgie ott tourism award

Advocating for our industry

Visit Jefferson Parish 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 member organizations to support Jefferson’s nearly $2 billion hospitality industry.

Visit Jefferson Parish 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.

We advocated for the hospitality industry during National Travel & Tourism Week May 1-7, 2022, a week nationally recognized to reflect on the value of tourism and its significance to the economy and health of the nation. On Travel Rally Day, the Visit Jefferson Parish team, joined by Jefferson Parish officials and Louisiana Lieutenant Governor Billy Nungesser and members, celebrated Jefferson Parish tourism with a luncheon, focusing on the year's theme, "Future of Travel."

Advocating For Our Industry

Board Of Directors Board Of Directors

2022 Board of directors

THANK YOU TO THE 2022 BOARD OF DIRECTORS FOR THEIR LEADERSHIP AND GUIDANCE.

executive committee

FRANCISCO CHRISTIAN , Chair | Managing Partner, Taylored Hospitality Solutions

BRETT BARES , Vice-Chairman | Director of Sales & Marketing, Airboat Adventures, LLC

TODD LOUP , Treasurer | Director of Sales, DoubleTree by Hilton New Orleans Airport

KEVIN BARONI , Secretary | General Manager, Pontchartrain Convention & Civic Center

TRICIA PHILLPOTT , Member-At-Large | Regional Director of Retail Leasing for Feil Organization

CHARLENE MARTINEZ , Member-at-Large, General Manager, Hampton Inn & Suites New Orleans, Elmwood

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

directors

TROY ALDRICH , General Manager | Country Inn & Suites by Radisson, Metairie

DAVID BARRECA , Owner | Barreca's Food Services, LLC

KRISTINA BENNETT-HOLMES , Deputy Director of Aviation-Commercial Development | Louis Armstrong New Orleans International Airport

SHANNON HAMM , Director of Sales & Marketing | Hotard Coaches, Inc.

DARREN MARTINO , Division On Premise Sales Manager | Crescent City Coca-Cola Bottling Company UNITED

GENE SAUSSE , Vice President & General Manager | Destination Network

BROOKE ZAR , Owner/Operator | Restaurant des Familles

BRET CHITTENDEN , Executive Vice President of Operations, Expotel Hospitality

BRETT GAUDET , Vice President, Loft 18

JOHN JOHNESE , General Manager, Comfort Suites Harvey-New Orleans West

community representatives

DONNA RUSSO , Director | Jefferson Parish Citizens' Affairs

visit jefferson parish team

VIOLET PETERS , CDME, President and CEO

TERRIE BIRKEL , CDME, Vice President of Marketing and COO

ALLISON DRISCOLL , Vice President of Finance, CFO

ANGELA MATHERNE , Vice President of Sales, CSO

CHARLENE HALE , Director of Leisure & Partner Sales

ARIANA MUÑOZ , Sales Manager

ADRIANA BAUDRY , Sales & Convention Services Manager

FAYE BROUSSARD-DAUZAT , Digital Marketing & Social Content Manager

ALEX CLANCY , Festivals & Events Manager

LAURI ZERINGUE , Executive Administrative Services

KRISTINE MEJIA , Partner Services Coordinator

ERIN SCHNEIDER , Administrative Specialist