2018 FY ANNUAL REPORT
DY M A R I O N
VLN BOARD OF DIRECTORS
Randy Marion Randy Marion Auto Group Chairman Woody Washam Carolina Trust Bank Vice-Chairman Joe Harwood The JHS Group, Inc. Community Affairs Barbara McCall Ladd, McCall & Associates, CPAs Treasurer
Cathy Bentz Bentz & Associates, PA Assistant Treasurer Joe Kindred Kindred Restaurant Denis Bilodeau Cornelius Commissioner Jeanna Hoffman Daly Seven, Inc.
Cissi Lyles Davidson College Diana Merrifield At-Large Melinda Bales Huntersville Commissioner Vinay Patel SREE Hotels
Joe Douglas Captiva Restaurant Group, LLC
Michael Jaycocks Huntersville Parks & Recreation
Andrew Durstewitz D9 Brewing Company
Jeff Fissel Rural Hill
Jim Fuller Davidson Commissioner
EX-OFFICIOS: Ryan McDaniels LNREDC
Boris Bunich Beacon Investment Management Group (IMG)
Bill Russell LN Chamber of Commerce
NC TOURISM FACTS: •
In 2017, domestic visitors spent a record $23.99 billion statewide, an increase of 4.2% from 2016.
Visitor expenditures directly supported 225,700 jobs and generated more than $6 billion in payroll income across NC.
NC continues to be the 6th most visited state in the nation with 46 million visitors in 2017. Source: NC Dept. of Commerce
In FY 2018, VLN affiliated events brought in
141,226 attendees who spent
$26,333,273 That means....VLN returned
$33.01 to the community per every dollar funded
ACCOMMODATIONS FUNDING vs. ESTIMATED ECONOMIC IMPACT
RETURN ON INVESTMENT
ESTIMATED ECONOMIC IMPACT
RECRUITING THE FANS... Print advertising included NC Travel Guide, Charlotte Visitors Guide, Family Fun Magazine, Garden & Gun Magazine, Our State Magazine, Outside Magazine and several other printed publications reaching 4,417,331.
YOUR ADVENTURE AWAITS AT THE LAKE LAKE NORMAN’S UPCOMING FALL EVENTS AMAZING MAIZE MAZE SEPT 8-NOV 4
LAKETOBERFEST OCT 20
SHEEPDOG TRIALS NOV 10-11
EMBER 2 - NOVEMBER SEPT 18 ys
website redesign in Jan 2017
Get your tickets now at carolina.renfestinfo.com
• Google Paid Search • OurState.com • 9 Media Sites (regional)
THE LAKESIDE OF CHARLOTTE CORNELIUS 6 DAVIDSON 6 HUNTERSVILLE
(704) 987-3300 • VISITLAKENORMAN.ORG •
& Sunday s
Digital advertising efforts reached over 30,741,096:
AMERICARNA LIVE NOV 24
THE LAKESIDE OF CHARLOTTE
Website FY Comparison:
CAROLINA RENAISSANCE FESTIVAL
VisitLakeNorman.org | (704) 987-3300 |
• VisitNC.com • CharlottesGotALot.com • Carolina Renaissance Festival
LATTA NATURE PRESERVE
HISTORIC LATTA PLANTATION
Search Engine Optimization (SEO): VLN website rankings from the 5 major engines based on search term “Lake Norman”. (Non-sponsored, non-advertised results - content driven ranking)
SOCIAL MEDIA Facebook – 9,914 Likes Instagram - 2,466 Followers Pinterest – 840 Followers Twitter – 4,363 Followers Wordpress - 15,654 Views You Tube – 20,502 Views Trip Advisor – 4.5 out of 5 rating
AUDIENCE DEMOGRAPHICS GENDER
60.1% FEMALE AGE DISTRIBUTION
...WITH THE RIGHT AUDIENCE Visitor profiling assists in providing the appropriate services for guests & in determining potential markets to target. VLN uses demographic analyses to create an accurate picture of our audience. Currently, families make up the largest part of our visitor base, followed by groups.
Average Visitor Walk-Ins Per Day March - October: 14 people November - February: 8 people WEB AUDIENCE | Top 10 RANK 1 2 3 4 5 6 7 8 9 10
PLACE OF ORIGIN North Carolina Georgia New York Virginia Florida South Carolina Ohio Pennsylvania Tennesee New Jersey
VISITOR CENTER | Top 10 RANK 1 2 3 4 5 6 7 8 9 10
PLACE OF ORIGIN North Carolina Ohio Pennsylvania Florida New York New Jersey Virginia South Carolina Illinois Massachusetts
METRO AREAS | Top 10 RANK 1 2 3 4 5 6 7 8 9 10
PLACE OF ORIGIN Charlotte, NC Atlanta, GA Raleigh-Durham, Fayetteville, NC Greensboro, High Point, Winston-Salem, NC New York, NY Washington DC/Hagerstown, MD Greenville, Spartanburg, Anderson, SC/Asheville, NC Philadelphia, PA Nashville, TN Pittsburgh, PA
AMBASSADORS & INTERNS The VLN Ambassadors & Interns contribute a tremendous amount of time, energy, skill sets, & support services - all of which are paramount to VLNâ€™s success. These ultimate team players help operate our Visitor Center, man event booths, respond to inquiries, provide assistance with VLN initiatives & act as personal tour guides.
VLN STAFF Sally Ashworth, CDME
Travis Dancy, CSEE
Executive Director email@example.com Operations & Marketing Director firstname.lastname@example.org During FY2018, we had 25 ambassadors and 9 interns work here at VLN volunteering for 4,770 hours. The independent sectorâ€™s estimated value for volunteer time is $24.14 per hour for 2017. The total volunteer time value equates to $115,147.80.
Director of Sales email@example.com Graphic Design & Marketing Coordinator firstname.lastname@example.org
Visitor Services & Marketing Coordinator email@example.com
FY18 AWARDS Gold Award
Best Community Relations - Ambassador and Internship Program
Best Meetings & Convention Marketing - AENC Tradeshow Booth Best Leisure Marketing - Lake Norman E-newsletter/Blog Best Group Marketing - Purrrfect Wildcat Weekend Giveaway
Visit Lake Norman is a non-profit organization dedicated to positively impacting our local and regional economies through tourism. We are committed to generating economic benefits for our towns of Cornelius, Davidson, and Huntersville by bringing national and regional events to the area and by marketing our destination to the broadest base of potential visitors possible.
Visit Lake Norman is the destination marketing leader of the Lake Norman region, representing all communities through the promotion and development of our resources for the maximum economic benefit to our towns, businesses, and residents.
19900 West Catawba Avenue Cornelius, NC 28031 | Suite 102 (704) 987-3300 | firstname.lastname@example.org @VISITLAKENORMAN