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2018 FY ANNUAL REPORT


M

AN

RAN

DY M A R I O N

VLN BOARD OF DIRECTORS

CH

R AI

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

$26,333,273.95

ACCOMMODATIONS FUNDING

$797,771.47


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

p 9

EMBER 2 - NOVEMBER SEPT 18 ys

Saturda

2017

% CHANGE

USER SESSIONS

294,851

311,574

5.38% ↓

PAGE VIEWS

654,692

810,765

14.48% ↓

website redesign in Jan 2017

Get your tickets now at carolina.renfestinfo.com

VisitLakeNorman

• Google Paid Search • OurState.com • 9 Media Sites (regional)

THE LAKESIDE OF CHARLOTTE CORNELIUS 6 DAVIDSON 6 HUNTERSVILLE

(704) 987-3300 • VISITLAKENORMAN.ORG •

2018

& Sunday s

Digital advertising efforts reached over 30,741,096:

KINDRED RESTAURANT

FISCAL YEAR

AMERICARNA LIVE NOV 24

THE LAKESIDE OF CHARLOTTE

charlotte cycleboats

Website FY Comparison:

CAROLINA RENAISSANCE FESTIVAL

VisitLakeNorman.org | (704) 987-3300 |

• VisitNC.com • CharlottesGotALot.com • Carolina Renaissance Festival

VISITLAKENORMAN.ORG

LATTA NATURE PRESERVE

@VISITLAKENORMAN

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)

SEARCH ENGINE

VLN.ORG RANK

Google

#1

Bing/MSN

#1

Yahoo

#1

Ask

#2

Aol

#1

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

39.9% MALE

60.1% FEMALE AGE DISTRIBUTION

5

6.92%

10

11.56%

15

14.91%

20

19.54%

24.23%

25

22.84%

30

0 18-24

25-34

35-44

45-54

55-64

65+


...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 VLN’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

Cyndi Bartley

Jennie Leng

Executive Director ashworth@lakenorman.org Operations & Marketing Director bartley@lakenorman.org During FY2018, we had 25 ambassadors and 9 interns work here at VLN volunteering for 4,770 hours. The independent sector’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 tdancy@lakenorman.org Graphic Design & Marketing Coordinator jleng@lakenorman.org

Rodrigo Carreon

Visitor Services & Marketing Coordinator rcarreon@lakenorman.org

FY18 AWARDS Gold Award

Best Community Relations - Ambassador and Internship Program

Platinum Awards

Best Meetings & Convention Marketing - AENC Tradeshow Booth Best Leisure Marketing - Lake Norman E-newsletter/Blog Best Group Marketing - Purrrfect Wildcat Weekend Giveaway


TESTIMONIALS


Mission Statement

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.

Organization Vision

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 | visitorcenter@lakenorman.org @VISITLAKENORMAN

Profile for Visit Lake Norman

FY2018 Annual Report  

FY2018 Annual Report