Chapel Hill/Orange County Visitors Bureau 2014-2015 Annual Report

2014–2015

Annual Report

Chapel Hill/Orange County Visitors Bureau 2014–2015 Annual Report 1

Achieving Success

Dear Orange County Partner: During the past fiscal year, the Chapel Hill/Orange County Visitors Bureau employed several new tactics to drive visitation and the number of groups meeting in Orange County and its towns of Chapel Hill, Carrboro and Hillsborough, North Carolina.

• We built upon a marketing campaign to attract business and leisure travelers who are most likely to visit North Carolina’s Research Triangle Park mid-week and who are looking for a memorable place to stay, shop, dine and explore.

• We reached further into top markets—North Carolina, Atlanta, GA and Virginia.

• We redesigned our advertising to focus on the people and places of Orange County.

• We made our on-line content more accessible and easier to navigate.

• And, we worked to fill critical need periods for the destination by implementing campaigns to increase visitation during low occupancy months.

• Last, we turned the spotlight on major events in Orange County, from TerraVita to NC Pride, Farm-to-Fork and Alumni Reunions.

It is our privilege to share with you our accomplishments from the past year that have helped ensure Orange County, North Carolina’s standing as an educational, healthcare, arts and sports Mecca that invites visitors to stay, play and explore our region.

Best regards,

Anthony Carey Chairman, 2014–15

2 CHapel Hill/Orange Count y Visitors Bureau

Laurie Paolicelli Executive Director

© Copyright December 2015, Chapel Hill/Orange County Visitors Bureau

CHAPEL HILL/ORANGE COUNTY

VISITORS BUREAU Our Mission

CONTENTS

To market Orange County, NC in collaboration with community stakeholders; to attract and serve visitors; and to positively impact the local economy and quality of life.

Finances ��������������������������������������������������4 Economic Impact of Travel to Orange County ������������������������������ 5

Our Vision To establish and promote Orange County as a premier place to visit; and a conference destination.

OUR STAFF Laurie Paolicelli, Executive Director Marlene Barbera, Sales Director Patty Griffin, Communications Director Tina Fuller, Administrative Assistant Susan Rice, Visitors Center Coordinator Andrea Riley, Visitors Services, Saturday

Helping Visitors ����������������������������6

VISITORs CENTER HOURS: Monday–Friday, 8:30 a.m.–5 p.m.

Saturday, 10 a.m.–2 p.m.

501 West Franklin Street Chapel Hill, NC 27516 Toll Free: (888) 968-2060 Phone: (919) 245-4320 Fax: (919) 968-2062 E-mail: info@visitchapelhill.org Website: www.visitchapelhill.org Twitter: @visitchapelhill Facebook: www.facebook.com/ visitchapelhill

Marketing �������������������������������������������� 7 Online Marketing & Social Media ���������������������������������� 8 Print Advertising ������������������������9 Meeting & Event Sales ����������10 Public Relations & Communications ��������������������� 11 Bureau Staff in the Community ������������������������ 12 Sample Ads ���������������������������������������� 13

Board of Directors 2014–15 Anthony Carey, Chair Siena Hotel, Representing Orange County Hotels

Penny Rich, Representing Board of Orange County Commissioners

Aaron Bachenheimer, Representing University of North Carolina

Mark Sherburne, The Carolina Inn, Representing Orange County EDC

Karen DeHart, Representing North Carolina High School Athletic Association

Lee Storrow, Representing Town of Chapel Hill

Mike Gering, Representing Town of Hillsborough

Rosemary Waldorf, Representing Chapel Hill-Carrboro Chamber of Commerce

Earl McKee, Chair

Deb Hepp, Liaison for Orange County Arts Commission

Annette Stone, Town of Carrboro EDC, Ex-Officio member

Mia Day Burroughs

Libbie Hough, Representing Alliance for Historic Hillsborough

Meg McGurk, Chapel Hill Downtown Partnership, Ex-Officio member

Barry Jacobs

Michelle Johnson, Representing Town of Carrboro

Others who served during part of the fiscal year

Nitkin Khanna, Representing Orange County Hotels

Dave Gephart, Alliance for Historic Hillsborough

Jill McCullough, Representing Hillsborough/Orange County Chamber of Commerce

Greg Overbeck, Chapel Hill-Carrboro Chamber of Commerce

Lee Pavao, At-Large, Emeritus

Orange County Commissioners Bernadette Pelissier, Vice Chair Mark Dorosin Renee Price Penny Rich Bonnie Hammersley, County Manager Alice M. Gordon served until December 2014

Jim Parker, Hillsborough/Orange County Chamber of Commerce 2014–2015 Annual Report 3

Finances

ANNUAL AUDIT The Visitors Bureau received an annual financial audit which highlights our county’s internal control policies, an exceptional year in travel and tourism, and prudent use of funds.

The Chapel Hill/Orange County Visitors Bureau is funded through the Hotel Occupancy Taxes collected

by Orange County, NC.

“Tourism revenues continue to grow in Orange County and the Visitors Bureau remains an important contributor to our local economy.

Tourism Matters.”

— Laurie Paolicelli

Revenues and Expenditures 2014–2015

sales & marketing 54%

occupancy tax 84%

recurring capital 1% state arts grant 2% investment earnings <1%

personnel services 25%

town of chapel hill support 14%

Revenues Occupancy tax State Arts Grant Investment earnings Town of Chapel Hill support Total Revenues

operations/ administration 10%

arts commission operations 10%

Expenditures $1,357,706

84%

Sales & Marketing

$860,358

54%

$30,951

2%

Recurring Capital

$18,483

1%

$521

<1%

Arts Commission Operations

$147,099

10%

$222,430

14%

Operations/Administration

$157,920

10%

Personnel Services

$383,763

25%

$1,611,608

Total Expenditures

*In fiscal year 2015, the Visitors Bureau housed Orange County’s Arts Commission

4 CHapel Hill/Orange Count y Visitors Bureau

$1,567,623

Economic Impact of Travel to Orange County*

1,800 Jobs

Visitors to Orange County generated

$33.55 million payroll

in Orange County were

$181.65 million

directly attributable to

in 2014, an increase of

travel and tourism

7.75%

Travel generated a

in 2014 in Orange County

from 2013

+ State tax revenue generated in Orange County totaled

$9.46 million

⇒

= $3.88 million

Together the tax revenue from travel totaled

in local taxes were generated

$13.34 million

This represents a

$95.33 tax savings to each county resident

Occupancy Stats 2014–2015 2014–15

2013–14

Percent Change

In North Carolina,

Occupancy

70.2%

67.4%

+4.3%

the largest

ADR

$115.74

$110.55

+4.7%

increase in

RevPar

$81.28

$74.47

+9.1%

domestic visitor

$48.1 Million

$43.8 Million

+9.9%

spending from 2013

RoomRev

Occupancy—Percentage of rooms occupied Average Daily Rate—Room revenue divided by rooms sold Revenue Per Available Room—Room revenue divided by rooms available RoomRev—Total room revenue generated from the sale or rental of rooms

to 2014 was seen in

Orange County at 7.75%.

* Tourism Spending statistics from the “2014 Economic Impact Of Travel On North Carolina Counties.”

The study was prepared for Visit North Carolina by the U.S. Travel Association.

2014–2015 Annual Report 5

Helping Visitors Plan their Orange County Vacation

New Publications

The Visitors Bureau services both potential and current visitors.

• Visitors Guide

THERE’S SO MUCH TO DO IN THE CHAPEL HILL / ORANGE COUNTY AREA. WHERE WILL YOU START?

ORANGECOUNTYNC.GOV 919.732.8181

• Visitors Map

1

• 2015–2016 Chapel Hill/Orange

Literature Produced & Distributed

VISITCHAPELHILL.ORG 888.968.2060

• 12 Ways to Enjoy Chapel Hill/

Website Users

Orange County in 2015

180,201

Pageviews E-newsletter subscribers La Boutique Lane

CM

Ali Cat

200 North Greensboro St.

A toy store that offers a multitude of fun and educational toys for kids of all ages with a large number of nostalgic toy offerings.

919-932-3954

Shopping during the 2nd Friday ArtWalk

Back Alley Bikes

919-968-9938

118 East Main St.

Attendance at Select Visitor Attractions & Tours 200 North Greensboro St.

Beads of every color, description and size to satisfy the artistic side in every fashionista.

919-933-9439 www.carrmillbeadstore.com

Cameron’s

370 East Main St.

A fun place to find things that you needed or didn’t even know you needed. Unique and off-the-wall gifts.

919-942-5554 facebook

200 North Greensboro St.

200 North Greensboro St.

Buys and sells fine jewelry and antiques in Carr Mill Mall.

919-929-9374 facebook

200 North Greensboro St.

118 East Main St.

919-929-0010 weaverstreetmarket.coop

919-518-9320 facebook

919-929-2340 scavengerantiques.com

Mulberry Silks & Fine Fabrics

CM

200 North Greensboro St.

Sofia’s 200 North Greensboro St.

Yellow Chair

Beautiful fabrics for whatever your creative side was hungering for, a feast for the eyes.

919-942-7455 mulberrysilks.net

Carr Mill Mall

919-942-9008 facebook

CM

200 North Greensboro St. 919-942-8669 Formerly a cotton mill, this historic building houses dozens of unique, locally owned shops.

113 Daniel Boone St.

Hillsborough Gallery of Arts

Melissa Designer Jewelry 116 S. Churton St. One-of-a-kind contemporary or custom jewelry anyone would be proud to wear!

919-643-2600 melissadesignerjewelry.com

121 North Churton St.

919-732-5001 hillsboroughgallery.com

Fetch Antiques and Interiors 383 Ja-max Dr.

Hillsborough Wine Company

A store full of unusual, wonderful things that just go together so beautifully; when you go, please tell Karan hello for us - she decorated the Visitors Center and we love it.

200 S. Churton St.

Companion shop to the Chapel Hill Wine Company, these folks know their wines!

919-818-6455 fetchantiques.com

250 S. Churton St.

Locally owned farm and garden shop with local crafts available.

Purple Crow Books 109 West King St.

Local bookstore that hosts local author readings and signings. Check out the child-size, claw-footed tub in the children’s section, with the cutout for a cushion! Fun!!

919-732-1711 purplecrowbooks.com

Qi Garden 112 S. Churton St A fun, quirky shop full of things for your home and garden.

919-914-0596 the-qi-garden.com

919-732-4343 chapelhillwinecompany.com

Hillsborough Yarn Shop 114 S. Churton St.

An eye-pleasing color wheel of all kinds of beautiful yarns to inspire you for that special project.

Spiral Studios 115 N. Churton St. Hand-made sterling silver jewelry, some with stones, some without.

919-732-2013 sterlingspirals.com

919-732-2128 hillsboroughyarn.com

Lloyd’s Pharmacy, Inc.

The Cottage Antique and Furniture Collectibles 126 Antique St.

(July 4th, Bluegrass Festival at Historic Moorefields, Winter Holidays, Valentine’s Day, April NC Beer Month, Memorial Day)

A mecca for antique enthusiasts with dealer booths for an eclectic mix of what is being collected.

919-644-0711

100 South Churton St.

A contemporary fine art gallery offering work from artists of exceptional quality and dedication.

Gro-Smart

Daniel Boone Antiques

200 North Greensboro St. 919-903-8258 yellowchairmarket.com

Hillsborough Gallery of Arts

Co-op owned and operated by local artists exhibiting and selling modern and contemporary fine art and crafts.

• Special Event Fliers

919-732-4422 dallaspridgenjewelry.com

CM

Furniture, antiques, and home décor treasures – refurbished and reclaimed.

CM

Women’s clothing and shoe store in Carr Mill Mall.

A vintage shop with an eclectic mix of things for your home plus a baby section with adorable offerings for that little one in your life.

919-732-4500

ENO Gallery

919-883-1415 enogallery.net

Jewelry crafted one at a time by hand.

370 East Main St. 919-929-3300 womancraftgifts.com

102 West Main St.

102 North Churton St 919-643-2500 hillsboroughartscouncil.org

• 2015 Farm Calendar

108 S. Churton St.

104 N. Churton St.

Local artists and crafters coming together to wow you with their creativity.

Scavenger Antiques Buys and sells antiques, also gold, sterling silver and coins.

A treasure trove of…well…treasures!

919-732-2442

Dallas Pridgen Jewelry

WomanCraft Gifts

Hillsborough Arts Council Gallery & Gift Shop

Unique handcrafted quality and affordable gifts of artwork by local artists.

Village Brochure

Court Square Shops

This co-op grocery store features its own bakery, locally produced foods, and an extraordinary selection of wines, artisan cheeses, microbrews and local chocolates.

919-441-0972 aremixartgallery.com

Dual Supply Co. 115 W. King St.

A step back in time, to the old-timey hardware store of your youth (or your parents and grandparents youth!).

917-400-9800 facebook

919-732-4182 facebook

1,972,243

105 East Main St.

Hillsborough Yarn Shop

• The Shops at Daniel Boone

Carlisle and Linny Vintage Jewelry

Specializing in selling, repairing, restoring and repurposing vintage and antique costume jewelry.

All things fishing and hunting related.

Weaver Street Market 101 East Weaver Street, at Carr Mill

One part eclectic art gallery, one part Creative Reuse Center.

CM

La Boutique Lane Home décor and furniture shop in Carr Mill Mall.

113 Daniel Boone St.

Carolina Game & Fish

919-356-6825 vespertinecafe.com

A Remix Art Gallery by jeanmarie

CM

Chatelaine’s

Daniel Boone Traders

Vintage furniture, collectibles, glassware, china and originals by local artists.

919-732-1337 danielboonetraders.com

124 W. King St.

A colorful space filled with handmade loveliness!

PTA Thrift Shop Shop in their brand new building and look for that unexpected “find” that you just weren’t expecting to discover!

Ladies’ Night Out – Hillsborough

Shopping Guide

376 Ja-Max Dr.

Vespertine

919-942-2311 paintedbirdnc.wordpress.com

919-967-1272 ptathriftshop.org

CM

200 North Greensboro St.

919-933-9712 tbandc.com

Women’s clothing, art prints and more.

125 West Main St.

147 Boone Square

Everything bees! And honey, honey and more honey, yum!

919-241-4236 baileybeesupply.com

Townsend Bertram & Company

CM

Bailey Bee Supply

Fun gift items and local artwork, something for everyone.

All the special things that you could need to make your outdoor experience happen with terrific customer service to make it all come together.

The Painted Bird

CM

The Bead Store

ENO Gallery

5. For public art; permanent and touring: Norma Rae, Exhale, Pythagoras, Sculpture in the Garden, Art in the Garden Invitational, and Open Studio Tours plus dozens of painted murals throughout downtown Chapel Hill and Carrboro.

6. Where is the Pink Pig? Davie Poplar? Blue fire trucks?

The Goodnight Carolina Family Fun Map and app can show you the way.

7. Winding roads, country scenery, and…century farms, berry farms, and dairy farms. Additionally, Orange County boasts five farmers’ 7 markets; all open year round with seasonal events.

10. Memorial Hall plays host to internationally renowned recitalists and orchestras, dance and chamber ensembles, jazz, folk, and world music performers, opera and theatre.

11. PlayMakers Repertory Company is one of America’s leading theatre companies according to American Theatre. Its artists are always at the top of their game.

12. TerraVITA Food & Drink Festival brings the finest biodynamic and organically grown wines and microbrews in the world together with some of the best North Carolina chefs, known for their 12 outstanding reputations and their devotion to locally grown ingredients.

13. Dirty South Improv Comedy Theater in Chapel Hill is an internationally famous improv comedy club and home to the South’s largest comedic gathering.

14. New York Times food critic 14 Craig Claiborne referred to the 60,000-sq.-ft. landmark, Southern Season, as “wall to wall and floor to ceiling, a visual and gustatory delight.” And it’s worth noting that you can sharpen your culinary skills at their cooking school.

ng shoppiGUIDE

�

Fetch Antiques

Hillsborough

919-636-3092 facebook

501 West Main St. Step back in time and browse furniture, toys, paintings, and more.

919-441-0972 backalleybikes.net

• Chapel Hill/Orange County

NC Crafts Gallery

Oddities & Such

100 Boyd St. New and used bikes, repair services and advice, what more could you ask for?

4

9. For some of the finest antique shops like Whitehall at the Villa, Shops at Daniel Boone Village, Scavenger Antiques, and Leland Little Auction house.

CHAPEL HILL ORANGE COUNTY

County Brochure

This and That Gift Gallery

212 West Main St.

919-942-4048 nccraftsgallery.com

CAROLINA

4. The area is home to a dazzling array of live music— legendary venues like the Cat’s Cradle, Local 506, and The Cave, and many outdoor venues during spring through fall.

8. Sports Illustrated has called Chapel Hill “The best college town in America,” and 8 Franklin Street—named after Benjamin Franklin—is a big reason why.

• 50 Reasons to Love Orange

8,324

NC Crafts Gallery

A diverse selection of art in many mediums, all by North Carolina residents.

ORANGE COUNTY

3. Acclaimed area microbreweries include Carolina Brewery, Mystery Brewing Company, Steel String Craft Brewery, and Top of the Hill Restaurant and Brewery.

Summer Visitors and Families

2,257

Walk-ins to Carrboro Franklin Street Visitor Center

TO LOVE

NORTH

• Top 10 Things to Do for

465,299

2. For Lexington and Eastern-style barbecue, there’s Allen and Sons, Hillsborough BBQ Company, Pantana Bob’s Restaurant and Bar, and The Pig. Messy good!

REASONS

County Access Guide

90,170

1. Amazing restaurants, like Crook’s Corner, Lantern, ONE, Panciuto, Acme, Mama Dips, Carolina Crossroads, Il Palio, and more.

919-245-1650 facebook

Hillsborough Antique Mall 387 Ja-Max Dr.

The oldest antique mall in NC, the building is split up into booths for an eclectic mix of what each dealer is collecting and offering for sale.

919-732-8882 hillsboroughantiquesmall.com

118-A West King St.

Small, family owned apothecary shop serving the community since 1940.

Matthew’s Chocolates 107 North Churton St.

919-732-0900 facebook

125 East King St. 919-644-8000 uniquitiques.com

Vietri Outlet Store 343 Elizabeth Brady Rd. Discounted, slightly flawed and one-of-a-kind handcrafted dinnerware, flatware and decorative accessories – all at up to 80% off retail. Go for the discount, buy for the beauty, and watch for their twice yearly sales.

919-245-4181 vietri.com/outletstore.cfm

Weaver Street Market 228 S Churton St, This co-op grocery store features its own bakery, locally produced foods, and an extraordinary selection of wines, artisan cheeses, microbrews and chocolates.

919-245-5050 weaverstreetmarket.coop

Yesterday and Today Frame Shop

Chapel Hill Twig

110 Boone Square Suite 25 Awesome framers! They can frame your prints, paintings, needlework – whatever you need and the custom cut decorative mats are fabulous.

919-732-9795 yesterdayandtodayframeshop.com

Selling primitives, antiques and collectibles.

919-644-0755

919-732-1500

Wonderful handmade chocolates, cakes, gelato, coffees and more.

An annotated list of shops and retail options in Chapel Hill, Carrboro and Hillsborough, NC

Uniquitiques & Vintage Revival Gifts Located in the little farmhouse with the wraparound porch, a little bit of everything.

The Shops at Daniel Boone South Churton St. Exit 164 on I-85

A collection of shops including antiques, toys and collectibles and so much more!

919-732-2361 shopsatdanielboone.com

Carrboro Townsend Bertram & Company

Downtown Hillsborough

Churton Street is located in the heart of the Historic District – galleries and specialty shops, Last Friday ArtWalk and Ladies Night Out.

• Meeting & Event Planning Guide

Hillsborough Melissa Designer Jewelry

Wow Award The Destination Marketing Association

Organizations (DMOs) creativity,

International (DMAI) awarded the

effectiveness, and adaptability in

Chapel Hill/Orange County Visitors

servicing the many visitors that

2015 – 2016 Chapel Hill / Orange County Access Guide

Bureau with its

experience destinations worldwide.

annual WOW award

Each year awards are given for Most

for the Bureau’s

Creative, Most Cost-Effective and Most

2015–2016 Access

Replicable. The Access Guide won

Guide for People

the award in the category of “Most

With Disabilities.

Replicable” visitor service at the 2015

The DMAI WOW Awards recognize

A guide for those with physical limitations, including young families with strollers Accessibility Guide13 2015.indd 1

1

held in fall 2015.

Ellen Perry, Access Guide co-producer

Annual Visitor Services conference

Exemplary Ideas in

In March 2015, the Visitors Bureau

services and accommodations,

Visitor Services and

produced the Access Guide to provide

attractions, restaurants and travel

celebrate Destination

information on how travelers with

services throughout Orange County,

Marketing

special needs can more easily access

North Carolina.

3/6/15 11:18 AM

6 CHapel Hill/Orange Count y Visitors Bureau

Marketing Shifts in Advertising The biggest shift in the annual media campaign is a strong spike in advertising programs that reach meeting planners. For the first time the Visitors Bureau increased its “open for meetings and conferences” advertisements by 200% as compared to previous years advertising. This decision was made after the Visitors Bureau invested in market research.

That research helped inform advertising decisions. Sunday–Thursday is a time primarily used by groups, conferences, weddings, reunions. As a result the Visitors Bureau shifted a large portion of Chapel Hill/Orange County advertising towards the group market.

33 MILLION Media IMPRESSIONS online 27 MM 81%

The Bureau’s overall ad campaign delivered 33 million media impressions during the fiscal year. print 5.5 MM 17%

social media 500k 2%

Media Spend Geographic Focus

WV

print (magazines & newspapers) 56%

VA

KY

NC

TN

SC MS

AL

GA

paid search 6%

online (display, eblasts, social) 38%

Media Plan FL

2014–2015 Annual Report 7

On-line Marketing & Social Media

Visitchapelhill.org

Twitter

Instagram

180,201 website sessions,

2,212 followers

1,000 followers

a 5% increase over previous year

Facebook New page introduced in November 2014, ending 2014â&#x20AC;&#x201C;15 year with

9,618 likes

8â&#x20AC;&#x201A; CHapel Hill/Orange Count y Visitors Bureau

Facebook ads

Print advertising (meetings market and consumer market highlights)

Print is still a major component of the Chapel Hill/Orange County tourism ad buy, also representing about 50% of the buy; especially print vehicles that are read by adults 40–60. The media plan includes Chapel Hill/Orange County ads in Condé Nast Traveler; Wired; Golf Digest; the New Yorker; Charlotte Magazine; Our State, Southern Living, Garden & Gun, Richmond Magazine and local publications.

IS THERE

A SECRET INGReDIENT?

ABSOLUTELY.

CROOK’S CORNER CHEF BILL SMITH, FARMERS’ MARKET CARRBORO, NC

Advertising budgets were up 20 percent from FY14. This increase was applied to event advertising in Indy Week to remind residents in the Raleigh, Durham metro area that Orange County hosts unique special events, ideal for visiting friends and family.

A multi-media approach, including print, on-line resources, Pandora Radio and social media was used to promote tourism and reach the target throughout the day.

There’s nothing bland about cuisine at the edge of the Triangle. The food here is inspired.

Vibrant. Fresh. Here, local favorites happen to be world-renowned chefs. Irresistible dishes are the norm. And memorable meals are standard fare.

————— •—————

HOME OF THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL

VISITCHAPELHILL.ORG

————— •—————

CHAP-111314-1 HB_NYTimes_smallspac

NOT ALL McKEE’s Cornfield Maze

20th aNNual Orange Co.

Haunted Maze, October 31 & November 1st, dusk to 10 pm. $10 Adults to age 3.

Cedar Creek Farm, 5011 Kiger Rd, Rougemont. Call (919) 732-8065 for regular maze times or visit website.

Tour the studios of more than 80 local artists. Meet the artists, learn about their creative process first-hand, view their body of work up close, and have the opportunity to purchase their pieces directly from the artist on location.

Preview shows information can be found on the website.

Through Nov. 2

mckeemaze.com

Open Studio Tour November 1–2 & 8–9,

Sat., 10 AM–5 PM; Sun., NOOn–5 pm

UNC BasketbaLL November 14, 8 PM

UNC Men’s Basketball Season kicks off the regular season against the North Carolina Central Eagles at the Dean Smith Center at 8 pm. The same day at 4 pm, UNC Women begin the season in Carmichael Arena against Howard University. Tickets available at 1-800-722-HEEL. goheels.com

orangecountyartistsguild.com

BRIDES WEAR

WHITE.

chaPel hILL, caRRboRo, & HILLsBoRoUGh eVents Ladies Night Out

November 20, 6 PM–9 PM Bring yourself, your girlfriends and your shopping spirit! Enjoy a lovely evening at locally owned boutique shops and incredible restaurants with shopping specials designed entirely to "Bring The Season." Sponsored by the Downtown Merchants of Historic Hillsborough and the Hillsborough Tourism Board.

ShopHillsboroughNC.com

CaRRboro Film Festival November 22–23,

Sat., 10 AM–11:30 PM; Sun., 1–7:30 pm Two-day film festival with workshop, films and free after party. Tickets are $15 for a 1-Day Pass and $20 for a 2-Day Pass. Kids 12 and under are FREE all weekend long and do not require a ticket for entry. Carrboro Century Center, 100 N. Greensboro St.

Sculpture in the Garden Through December 7

26th annual juried outdoor sculpture event showcasing up to 45 works of North Carolina sculptors highlighting the natural interplay between fine art and garden finery. Free and open to the public at the North Carolina Botanical Garden at 100 Old Mason Farm Rd. Call (919) 962-0522. ncbg.unc.edu

carrborofilmfestival.com

With its beautiful weather, welcoming people, and venues ranging from upscale to rustic, Chapel Hill and Orange County invites couples to host the wedding of their dreams here at the edge of the Triangle.

Photo by Nick Graetz.

VISITCHAPELHILL.ORG 888.968.2060

We’ll even help you plan it at no charge. Simply contact Chapel Hill’s wedding coordinator, Marlene Barbera, at mbarbera@visitchapelhill.org or 919.245.4323 to plan an event that’s as unique as your love.

VISITCHAPELHILL.ORG

————— •—————

visithills borough nc.com

HOME OF THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL

————— •—————

SPONSORED BY THE CHAPEL HILL ORANGE COUNTY VISITORS BUREAU

2014–2015 Annual Report 9

Meeting & Event Sales Sales Numbers July 2014 – June 2015

Bookings: 56 Number of Delegates: 6432

d oduce A d p r l e p ha f o r C ne ag a z i M l Hil

Number of room nights: 9174 Estimated Spending: $4,172,099 Sales Leads: 94

Bookings by Market corporate & business conference & meetings 36%

group housing & events 23 %

day trip 2%

weddings 21%

social events 18%

“Using Marlene Barbera at the Chapel Hill Visitors Bureau was much easier than searching the hundreds of potential meeting space options online.

She was very knowledgeable and saved me hours of time. Marlene showed me three options that were ideal that I hadn’t found on my own. There is simply no reason to ‘do it yourself’ when this free resource is available.”

—A lexis Robin, Co-Founder, P.link Coaching Center for Excellence

Trade Shows in 2014–15 Connect Marketplace—August 2014 AENC—December 2014 South Carolina Society of Association Executives—January 2015

“My stress level has plummeted since I began working with Marlene at the Chapel Hill Visitors Bureau to plan a small family event. Not only does she know all of the hotels, restaurants and event venues in town, but she also has done all of the legwork to gather information from them about availability and pricing. It’s like getting concierge service at no cost at all.”

— Judy Panitch, Orange County Resident

10 CHapel Hill/Orange Count y Visitors Bureau

Public Relations & Communications The Chapel Hill/Orange County Visitors Bureau tells the story of our destination to garner positive publicity for the community while promoting the amenities of the community. Targeted, positive media exposure helps to generate consumer

Hillsborough

HAR

interest. The Visitors Bureau hosted and/or provided press materials for 23 travel writers and editors representing international, national and regional media visiting Orange County during the year.

ONY A mere noun — like “town” — won’t quite do. Neither will “village” or “hamlet,” “crossroads” or “city.” Fortunately, adjectives abound: Creative. Relaxed. Historical.

Musical. Intellectual. Open. Impromptu.

Fluid. Diverse. Delicious. Beautiful. Casual.

Small. Quirky. Affable. Spirited. Stately.

Then again, isn’t a picture worth a thousand words? Why, hello, Hillsborough.

ourstate.com 99

98 Our State November 2014

Sample of Media Stories in 2014–2015 Wall Street Journal, Hillsborough, NC: America’s Literary Town Southbound Magazine features Chapel Hill in Beyond the Tailgate: College Towns of the South Money Magazine touts Chapel Hill as #36 Best Place to Live Condé Nast Traveler names Chapel Hill as one of Best College Towns for People Who Aren’t In College Our State magazine, Hillsborough Harmony photo essay

Attended and/or provided destination materials and story ideas at

four regional and national media missions

CBS Sunday Morning, A North Carolina Sculptor Branches Out, Patrick Dougherty’s Stickwork at NCBG

Southern Living, Iconic Southern Inn Celebrates 90th Anniversary Garden & Gun Magazine, Bill Smith Kitchen Diplomocy

Convention South, Insider’s Guide to NC Triangle: A Dynamtic Meetings Market

Richmond Magazine, Carolina Cusine: Chapel Hill & the Triangle Charlotte Magazine, Chapel Hill— The home of America’s first public university belongs to us all because no matter where we went to school, we’re all in search of memories Budget Travel Magazine, Hillsborough is one of American’s Coolest Small Towns

Directly assisted

190 journalists on their Orange County stories during the year

Thrillist.com says Chapel Hill Is one of the 13 Best College Towns in America for Food/Drink, Ranked The New York Times, 36 Hours in Chapel Hill & Carrboro, NC Winston-Salem Monthly magazine, ‘Boro Bound Exploring the eclectic, alluring, and (somewhat) adjacent towns of Pittsboro and Carrboro

454 Orange County

editorial stories

Sent 33

press releases and wrote

99 website news stories

2014–2015 Annual Report 11

Visitors Bureau Staff â&#x20AC;&#x201A;

in the Community

William Thorpe Jr with Marlene Barbera and Laurie Paolicelli at the Visitors Center Welcoming Event at Top of the Hill Distillery

Tina Fuller and Susan Rice at the Orange County Expo in University Place

Patty Griffin and Marlene Barbera support the Chamber of Commerce Casino night 12â&#x20AC;&#x201A; CHapel Hill/Orange Count y Visitors Bureau

Susan Rice, Steve Brantley and Patty Griffin at the Central Orange Senior Center in Hillsborough

Carolina Square Ground Breaking in Chapel Hill

NEW ideas

around every corner.

ART WALK, HILLSBOROUGH , NC

There’s always something new to get into here. Like Last Fridays in downtown Hillsborough. Check out gallery events, artists, food vendors, musicians, and craftspeople. Or dine at a sidewalk café to soak in the colorful sights and sounds.

VISITCHAPELHILL.ORG

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HOME OF THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL

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2014–2015 Annual Report 13

Not your

typical

meat & gree greettt..

CLIFF’S MEAT MARKET CARRBORO, NC

Here, chefs are besties with the neighborhood butcher and family-owned, grass-fed cattle farms.

No wonder we have a reputation for taking locally sourced food seriously. And turning it into some seriously good eats. Make your reservations today to savor our farm-to-table fare.

VISITCHAPELHILL.ORG 14 CHapel Hill/Orange Count y Visitors Bureau

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HOME OF THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL

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THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC

GReat MInds thInk aLIke. The unique vibe. The gourmet food.

The freakishly nice people. Lots of smart folks have chosen the edge of the Triangle for their big event, too. Now it’s your turn to take all the credit for deciding on the Chapel Hill area. Kudos!

VISITCHAPELHILL.ORG 888.968.2060

2014–2015 Annual Report 15

Hospitality

is always

on tap.

CAROLINA BREWERY, CHAPEL HILL, NC

We’re serving up more than just fresh beer at the edge of the Triangle. Expand your palate with unusual food and brew pairings at a beer dinner. Or go behind the scenes on a brewery tour. It’s easy to fill a weekend from our events schedule. Visit our website to book your plans today.

VISITCHAPELHILL.ORG

16 CHapel Hill/Orange Count y Visitors Bureau

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HOME OF THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL

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