www.visitchapelhill.org
2015–2016
Annual Report Serving Chapel Hill , Carrboro, Hillsborough and Orange County, NC
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Chapel Hill/Orange County
VISITORS BUREAU OUR STAFF Laurie Paolicelli, Executive Director Marlene Barbera, Sales Director Patty Griffin, Communications Director Tina Fuller, Website/Social Media Coordinator Allison Chambers, Administrative Assistant
Our Mission 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.
Our Vision
Susan Rice, Visitor Services Andrea Riley, Visitors Services, Saturday
To establish and promote Orange County as a premier place to visit; and a conference destination.
Board of Directors 2015–16 (including representative organizations) Rosemary Waldorf, Chair, Chapel HillCarrboro Chamber of Commerce Aaron Bachenheimer, University of North Carolina Mark Bell, Town of Hillsborough George Cianciolo, Town of Chapel Hill Karen DeHart, North Carolina High School Athletic Association Tim Hoke, Liaison for Orange County Arts Commission Michelle Johnson, Town of Carrboro Nitkin Khanna, Orange County Economic Development Commission Allison Nichols-Clapper, Hillsborough/ Orange County Chamber of Commerce Lee Pavao, At-Large, Emeritus Penny Rich, Board of Orange County Commissioners Mark Sherburne, Orange County Hotels Andrew Strickland, Orange County Hotels Jeffrey Strickler, Alliance for Historic Hillsborough Meg McGurk, Chapel Hill Downtown Partnership, Ex-Officio member
Annette Stone, Town of Carrboro EDC, Ex-Officio member Lee Storrow, Town of Chapel Hill Economic Development Commission, Ex-Officio member Others who served during part of the fiscal year
Anthony Carey, Orange County Hotels Mike Gering, Town of Hillsborough Deb Hepp, Orange County Arts Commission Libbie Hough, Alliance for Historic Hillsborough Jill McCullough, Hillsborough/Orange County Chamber of Commerce
VISITORs CENTER HOURS Monday–Friday, 8:30 a.m.–5 p.m. Saturday, 10 a.m.–3 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: visitchapelhill Instagram: visitchapelhill
CONTENTS Meeting & Event Sales �������� 4 Tourism Statistics & Resources ������������������������������������ 5 Events Drive Tourism ���������� 6 Marketing & Print Advertising ������������������������������������ 8 Online Marketing & Social Media ������������������������������ 9
Orange County Commissioners
Community Partnerships & Collaborations ���������������� 10
Earl McKee, Chair Mark Dorosin, Vice Chair Mia Day Burroughs Barry Jacobs Bernadette Pelissier Renee Price Penny Rich Bonnie Hammersley, County Manager
Public Relations & Communications ���������������� 10
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Finances ����������������������������������������������11 Your Community is a Part of Ours �������������������� 12
© Copyright December 2016, Chapel Hill/Orange County Visitors Bureau
Dear Visitors Bureau Partners: The Visitors Bureau began 2015 with confidence and optimism that we were on a path to even greater success, and we are happy to report that 2015 exceeded our goals in nearly every tourism sector. New partnerships were key in spreading the news of Orange County, including an increased collaboration with Hillsborough Chamber of Commerce, Chapel Hill/Carrboro Chamber of Commerce, UNC Friday Conference Center, 2nd Friday Artwalk, Department of Agriculture and so many more local and regional agencies. In 2015, we began work on a new interactive website and saw monumental growth in social media and new print and on-line digital campaigns that promote the four pillars of our tourism brand: University of North Carolina at Chapel Hill, our local food and music scene, hospitality and friendliness, and LGBT welcome. Our sales department, led by Marlene Barbera, attended new trade shows, launched an “at your service” campaign with Chapel Hill magazine which is aimed at helping wedding parties bring their events to Orange County and the department added a part time sales contractor, Mr. Rob Stern. We look forward to a new year of working on behalf of and alongside our partners to generate new business and provide a healthy economy and enviable lifestyle for all of us in Greater Chapel Hill and Orange County, including Carrboro and Hillsborough and award winning University of North Carolina. It is our privilege to share the accomplishments of 2015–16 with you!
Rosemary Waldorf Chair, Chapel Hill/Orange County Visitors Bureau Board
Laurie Paolicelli Executive Director
Earl McKee Chair, Orange County Board of Commissioners
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Meeting & Event Sales Sales Numbers July 2015 – June 2016
Bookings: 54 Number of Delegates: 3,468 Number of room nights: 3,865 Estimated Spending: $1,302,186 Sales Leads generated: 105
bookings by market
48%
4%
sports
Secured bid for Orange County, NC to host the 2017 North American Travel Journalists Association Annual Conference & Marketplace. Attended 2016 Annual Conference in Oxnard, CA in April and presented our destination as host for next year’s conference. NATJA will bring over 70 travel journalists to Orange County, May 16–18, 2017.
Local Campaigns Curtis Media Group radio spots and new promotional Rack Card both used to highlight bureau’s free event-planning services.
LET US HANDLE THE DETAILS SO YOU CAN ENJOY THE BIG PICTURE. Once you’ve booked your event space, how about a little help with all the other details? • Take advantage of free event-planning services. • Let us check hotel rates, availability, and block rooms for you. • We’ll use our connections to help you save time, money, and worry. For help planning your next event, contact Marlene Barbera at (919) 245-4323 or mbarbera@visitchapelhill.org.
weddings
31% 17%
social events corporate & business conference & meetings
Presentations Monthly Meeting Planners luncheons at Extraordinary Ventures Durham Tech Hospitality Sales Summit
Trade Shows
Orange County Department Head Meeting
in 2015–16 Connect Marketplace - August 2015 Small Market Meetings - September 2015 MPI Business Exchange - September 2015 Orange County Business Expo - September 2015 Expo NC - March 2016 Destination Southeast - May 2016
4 C H a p el H i l l /Ora n g e Co u n t y V i s ito r s B u r e au
Marlene Barbera, Sales Director, at the Orange County Business Expo at the UNC Friday Conference Center
Tourism Statistics & Resources
New Publications Produced in 2015-16 • Visitors Guide
• Visitors Map • 12 Ways to Enjoy Chapel Hill/Orange County in 2016
• 2016 Great Summer Getaway to Chapel Hill & Orange County, NC
• Event-Planning Services Rack Card
Economic Impact
of Travel to Orange County* • Visitors to Orange County in 2015 generated $184.45 million, up 1.54% from 2014.
• Special Event Fliers & Cards (July 4th, Bluegrass Festival, Economic Impact of Travel to Orange County, Free Spirit Freedom events, Winter Holidays, Valentine’s Day, April NC Beer Month, Memorial Day)
• 1,820 Jobs in Orange County were directly Summer is a wonderful time to visit Chapel Hill
attributable to travel and tourism.
3. Great Outdoors
and the Orange County region of North Carolina. Whether you are
Visit the North Carolina Botanical Garden during its 50th anniversary year and see beautiful native plants, trails, educational exhibits, herb garden, carnivorous plants and more. Take a free guided tour of the display gardens Saturdays at 10 am. Guided tours at Coker Arboretum the 3rd Saturday of the month at 11 am. Explore the numerous parks, hiking, bike trails, and swimming pools throughout Orange County this summer. Take a kayak, flat bottom boat or canoe trip on University Lake or Cane Creek Reservoir on the weekends. In Hillsborough, enjoy the beautiful Riverwalk by the Eno River and the new stickwork sculpture.
here visiting friends and family, on vacation or a weekend getaway, or here for one of the numerous summer camps, there is so much to do. The weather is mild, the days are long and most of the attractions are free. Here are some fun ideas.
– 2016 –
Great Summer Getaway
• Total payroll generated by the tourism industry in Orange County in 2015 was $35.50 million, a 5.8% increase.
1. Fridays on the Front Porch & Weaver Street Market Music
• Travel generated a $35.50 million payroll in 2015 in Orange County.
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to Chapel hill & orange County, nC
1
• State tax revenue generated in Orange County totaled $9.98 million, while $3.97 million in local taxes were generated for a total of $13.95 million. This represents a $98.69 tax saving to each county resident. * Tourism Spending statistics from the “2015 Economic Impact Of Travel On North Carolina Counties.” The study was prepared for Visit North Carolina by the U.S. Travel Association.
2. Walking Tours
All types of music and food trucks abound at Fridays on the Front Porch held on the lawn of the Historic Carolina Inn from 5–8 pm on Fridays through early October. Enjoy concerts and food on the lawn Sunday mornings 11 am–1 pm at Carrboro and Hillsborough Weaver Street Market locations and Thursday evenings 6–8 pm on the Carrboro market lawn.
Take one of the “Walk this Way” guided tours from Preservation Chapel Hill. Tours are $5 and topics are Town and Gown on East Franklin Street, Women on the Hill, Old Chapel Hill Cemetery, West End and Northside and Historic Downtown Carrboro. Take guided tours of the UNC campus from the UNC Visitors’ Center or 2nd Saturday and Last Friday guided tours of Historic Hillsborough from the Hillsborough Visitors Center. Weekly Food Tours highlight the award winning eclectic cuisine of Chapel Hill, Carrboro and Hillsborough.
visitchapelhill
visitchapelhill
Request a copy of the Chapel Hill/Orange County Official Visitors Guide or visit www.visitchapelhill.org for summer accommodation options.
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4. Farmers Markets
Fresh farm produce, dairy products and items are for sale by farmers within a 50-mile radius. We have farmers markets in Carrboro, Chapel Hill and Hillsborough. You can shop on Saturday and Tuesday–Thursday, throughout the summer. Get there early for the best selections. You can also enjoy tastings, chef demonstrations, food trucks and live music.
12 WAYS TO ENJOY CHAPEL HILL/ ORANGE COUNTY IN 2016
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www.visitchapelhill.org
@visitchapelhill
Photo: Jeffery Camarati, UNC Athletic Communications
CAROLINA
6 BASKETBALL MUSEUM
There are plenty of things to see and do in the Chapel Hill/Orange County communities. On your visit, check out the historic walking tours, UNC Campus, music, shops, art galleries, museums, gardens and our local food scene.
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THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL
UNC Visitors’ Center 250 East Franklin Street Chapel Hill, NC 27514 (919) 962-1630 www.unc.edu/visitors The University of North Carolina at Chapel Hill (UNC) is the first state-supported university in America to open its doors and graduate students in the 18th century. UNC has earned a reputation as one of the best universities in the world. Guided tours are available. Also music, plays and more at Memorial Hall and PlayMakers Repertory Company.
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FRANKLIN STREET
www.downtownchapelhill.com
The center of social life for the University of North Carolina and the town of Chapel Hill, historic Franklin Street is home to numerous coffee shops, restaurants, museums, bookshops, music stores and bars. The street in downtown Chapel Hill is notable for its festivities, nightlife, culture and more than 300 diverse businesses, including the DSI Comedy Theater.
MOREHEAD
4 PLANETARIUM & SCIENCE CENTER 250 East Franklin Street Chapel Hill, NC 27514 (919) 962-1236 www.moreheadplanetarium.org The largest fulldome planetarium in the southeastern United States reaches more than 150,000 visitors each year with its science programs. In addition to its GlaxoSmithKline Fulldome Theater, the center includes several exhibits and the Science Stage, where visitors participate in live science demonstrations. Minimal fee for planetarium shows.
450 Skipper Bowles Drive Chapel Hill, NC 27514 (919) 962-6000 www.goheels.com The Carolina Basketball Museum chronicles the history of UNC Basketball and includes nearly 500 authentic artifacts, hundreds of photographs, and videos of various players, coaches, championships and historic moments. The interactive museum is open Monday–Saturday. Free.
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SOUTHERN SEASON
University Place 201 S. Estes Drive Chapel Hill, NC 27514 (877) 929-7133 www.southernseason.com Photo courtesy of Ackland Art Museum
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ACKLAND ART MUSEUM
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NORTH CAROLINA BOTANICAL GARDEN
101 South Columbia Street UNC Chapel Hill, NC 27599 (919) 966-5736 www.ackland.org
100 Old Mason Farm Road Chapel Hill, NC 27517 (919) 962-0522 www.ncbg.unc.edu
Ackland Art Museum was founded through the bequest of William Hayes Ackland (1855–1940) to The University of North Carolina at Chapel Hill. Located at the northern edge of campus, the museum offers a wide selection of events related to exhibition, community, and university topics. Free.
The North Carolina Botanical Garden comprises nearly 800 acres including 60 acres of display gardens and a trail system. The shortest of the Piedmont Nature Trails is manageable for children as young as three. Stop-by and enjoy the natural scenic wonders of North Carolina botany. Free.
A food lover’s paradise with exciting and innovative products from vendors local to international, Southern Season offers over 80,000 items sold in-store and online. Southern Season is the premiere destination for specialty foods and products. Since its creation in 1975, Southern Season has been known for the breadth and quality of its gourmet foods, wines, housewares, and cookware.
visitchapelhill.org
Occupancy Stats 2014–2015 2015–16
Occupancy
2014–15
Percent Change
69.6%
70.2%
-0.8%
ADR
$120.42
$114.93
+4.8%
RevPar
$83.84
$80.63
+4.0%
RoomRev
$49.6 Million
$47.7 Million
+4.0%
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
Visitor Stats Literature Produced & Distributed
70,450
Website VISITS
272,588
Pageviews
556,902
E-newsletter subscribers
2,355
Walk-ins to Franklin Street Visitor Center
7,620
Attendance at Select Visitor Attractions & Tours
2,044,227
22015 01 5 –2 –2016 01 6 Annual A n n ua l Report R ep o rt 5
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Hillsborough Handmade Parade
Events Drive Tourism
....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... The Visitors Bureau partners with ....... ....... ....... numerous special events that bring ....... ....... ....... in tens of thousands of visitors to ....... ....... ....... Orange County. These events ....... ....... ....... ....... provide tremendous impact ....... ....... ....... on the local economy by ....... ....... ....... boosting sales at hotels, ....... ....... ....... restaurants and ....... ....... TerraVita Food & Drink ....... shopping venues. ....... ....... Festival is a multi day Chapel ....... ....... Here’s just some of ....... Hill, NC-based festival, started ....... ....... the highlights. in 2010 which offers exceptional ....... ....... ....... dinners, tasting events, after ....... ....... parties, chef demos as well as ....... ....... ....... the “Sustainable Classroom”— ....... ....... ....... educational experiences featuring ....... ....... renowned chefs, authors & ....... ....... ....... national media. It has been ....... ....... named one of the “10 Southern ....... ....... ....... Food Festivals You Need to ....... ....... ....... Taste” by The Atlanta Journal....... ....... Constitution and “4 Can’t Miss ....... ....... ....... Southern Food Festivals” by ....... ....... PeterGreenberg.com. Held each ....... ....... ....... September/October. ....... ....... ....... ....... ....... Hillsborough Handmade ....... ....... ....... Parade is downtown on ....... ....... ....... Churton Street and is a Mardi ....... ....... Gras style street parade ....... ....... ....... completely created by the ....... ....... community and includes wild ....... ....... ....... costumes, giant puppets, stilt....... ....... ....... walkers, marching bands and ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... ....... Carrboro Music Festival ....... ....... ....... ....... ....... ....... TerraVita Food ....... ....... ....... & Drink Festival ....... ....... ....... ....... ....... ....... 6 C H a p el H i l l /Ora n g e Co u n t y V i s ito r s B u r e au ....... ....... .......
much more. Held every other even year in October sponsored by Hillsborough Arts Council.
Carrboro Music Festival features over 180 acts on 25 stages, all kinds of music, all over town, for free. The event is a product of a coordinated effort by the Carrboro Recreation and Parks Department and the Carrboro Music Festival Planning Committee held each September.
Tar Heel 10 Miler brings over 6,000 runners each April, to celebrate and showcase downtown Chapel Hill, the UNC campus and the surrounding historic neighborhoods. This annual spring run benefits the UNC Lineberger Comprehensive Cancer Center and the Chapel Hill-Carrboro YMCA’s We Build People Campaign. Endurance Magazine, together with the Chapel Hill Downtown Partnership and Fleet Feet Sports are proud to bring you this landmark running event
Tar HeEl 10 Miler
Shimmer
North Carolina Botanical Garden
North Carolina Botanical Garden events include lectures, hikes, tours, workshops, classes, and children’s and family programs. Every fall the Garden hosts one of the Triangle’s most anticipated art events, a juried outdoor exhibition of exciting sculptures by North Carolina artists. Sculpture in the Garden showcases dozens of original works of North Carolina sculptors in the Garden exquisitely illuminating the bond between art and nature.
Last Fridays is April through September, 6:30–9:30 pm, offering a free concert on the old courthouse lawn in downtown Hillsborough alongside visual arts, dance, kids events and literature. Artists, food vendors, musicians and craftspeople set up their wares on the sidewalks around the courthouse. Art Galleries,
Last Fridays
photo: Jennifer Peterson
shops, restaurants, churches, museums and historic sites remain open and offer numerous special events. The Last Fridays Art Walk features art galleries and venues hosting opening night receptions.
Shimmer: The Art of Light Festival featured
The 2nd Friday ArtWalk is a great
nearly two dozen artists lighting up downtown Chapel Hill and Carrboro. Organizers of the free, pedestrian-friendly event invited festival-goers to join the fun with illuminated costumes, glow paint and glow toys and accessories. The event featured art with light as a primary component— illuminated art installations, projections, performance art, and programmatic components—in interior and exterior spaces. The collaborative Arts & Entertainment event took place during the 2nd Friday ArtWalk in February 2016.
opportunity to experience the creative arts scene in our community, explore venues, and socialize with other art lovers! Venues offer live music, food, activities, hands-on art demonstrations, discounts, and more. It takes place in Carrboro & Chapel Hill from 6–9 pm on the second Friday of every month.
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Marketing & Advertising The Chapel Hill/Orange County Visitors Bureau uses multi-layered marketing campaigns, high-end publications and on-line media to sell the uniqueness of the Orange County experience and brand the area as a world-class vacation and meetings destination. This multi-media approach of print, on-line resources and social media was used to promote tourism and reach the target throughout the day. The Bureau’s overall ad campaign delivered 33 million media impressions during the fiscal year. Creatively the ads were designed to let the traveling public know that there is so much surrounding the University (the primary reason visitors stay in Chapel Hill). The ads use local talent and local events to let people know about food, music, events, nightlife and Chapel Hill’s edgy, quirky behavior.
Print Advertising
(meetings market and consumer market highlights) Print plays an important role in reaching a desired target of adults 40–60, representing 50% of the overall media buy. Print titles include Garden & Gun, Southern Living, Our State, Charlotte Magazine, Walter Magazine, Cary Magazine, and Carolina Alumni Review. Local event advertising continued in the Indy Week and The Herald-Sun to remind residents in the Raleigh, Durham metro area that Orange County hosts unique special events, ideal for visiting friends and family.
media spend $372,000 budget 9%
3% print online
50%
paid search
39%
radio
$30,750,000 impressions 6% 4%
24%
print online paid search radio
66%
Geographic Focus North Carolina, South Carolina, Georgia, Virginia and West Viginia
Other campaigns included LGBT and Weddings, while trade media included Success by Association magazine, AENC Resource Guide, Eblasts, Cvent, and MPI Carolinas Chapter Directory.
IT’S ALWAYS
WEDDING SEASON
HERE.
Bluegrass at Moorefields September 19, 1-6 pm
Music on the lawn featuring Piedmont Regulators, The Kodiak Farm Boys, Tony Williamson and Son, and more. Beer, wine and food trucks. Tickets $22 advance, $27 at gate; kids under 12 free. Free parking. Proceeds benefit Historic Moorefields. 2201 MOOREFIELDS RD, HILLSBOROUGH www.moorefields.org
9TH ANNUAL CELEBRATION OF THE AUTOMOBILE
Racers Reunion & Car Show September 25-26
FRIDAY, SEPT 25, 5 PM. Cruise-in at the Big Barn in the Daniel Boone Village. SATURDAY, SEPT 26, 7 AM–4 PM. Legendary drivers, race cars, food and souvenirs, plus a 50/50 drawing. At historic Occoneechee-Orange Speedway, 320 Elizabeth Brady Road, Hillsborough. www.historicspeedwaygroup.org
SUG AR LAND , CHAPEL HILL, NC
18th annual
Carrboro Music Festival September 26-27
SATURDAY, SEPT 26, 2–6 PM. Opens with music on Carrboro Town Commons SUNDAY, SEPT 27, 1–11 PM. Day-long free festival with over 180 performing acts at 25 indoor and outdoor venues. Bluegrass, folk, jazz, country, rock & roll, classical and world music. www.carrboromusicfestival.com
Photo by David Hunt
THIS PLACE IS ALWAYS HAPPENING
CHAPEL HILL, HILLSBOROUGH & CARRBORO EVENTS
43rd annual
Festifall
October 4, Noon-6 PM Festifall Arts Festival celebrates arts and culture in Downtown Chapel Hill. Free event features art from over 80 artists, live music, dance, interactive activities for children and more. HISTORIC WEST FRANKLIN STREET IN DOWNTOWN CHAPEL HILL. www.chapelhillfestifall.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. 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
Chapel Hill | Carrboro
Small Plate Crawl
September 29-October 1 Crawlers travel from restaurant to restaurant during the three-day event, sampling the best of the Chapel Hill, Carrboro, and Hillsborough culinary scene. www.chapelhillcarrborocrawl.com 864-320-3002
VISITCHAPELHILL.ORG • 888.968.2060 SPONSORED BY THE CHAPEL HILL ORANGE COUNTY VISITORS BUREAU
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HOME OF THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL
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8 C H a p el H i l l /Ora n g e Co u n t y V i s ito r s B u r e au
TerraVITA Food & Drink Festival October 8-10
Named a “Top 10 Southern Food Festival You Need to Taste” includes Kickoff Panel, East Meets West Dinner, Sustainable Classroom, Hill Fire: Pits, Spits & Grills Dinner, Grand Tasting on the Green in Southern Village and more. For tickets and information on this 6th Annual Can’t Miss Foodie event, visit www.terravitaevent.com
On-line Marketing & Social Media The Visitors Bureau completely redesigned its website during 2015–16 for a launch in July. The user-friendly VisitChapelHill.org homepage has an eye-catching visual grid with photos that pop, detailing things to do, events, where to dine and more, while an interactive map showcases Chapel Hill, Hillsborough, Carrboro, and the UNC campus. See a new Blog, resources for Meeting Planners, Weddings and the Media. See seasonal best bets and culinary highlights. There is also a new photo sharing gallery and much more. The Visitors Bureau partnered with Simpleview on the redesign. Simpleview has worked with numerous Destination Marketing Organizations (DMOs) on website design and much more. Paid social advertising on Facebook and Instagram have played a large role in delivering an active and engaged audience. Spending towards these types of social placements represents 10% of the total budget. Online featured searches included Google and Yahoo/Bing as well as WRAL.com and TripAdvisor.
visitchapelhill visitchapelhill @visitchapelhill
Visitchapelhill.org 272,588 website sessions
Facebook 12,958 Likes
Twitter 2,936 followers
Additionally, dedicated initiatives were designed to directly support the LGBT community through digital placements with HERE Media, a widely respected gay and lesbian media company, as well as Facebook advertising within key markets.
Facebook ad
Instagram 1,581 followers 2 01 5 –2 01 6 A n n ua l R ep o rt 9
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Community Partnerships & Collaborations
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Public Relations & Communications
In this fiscal year, the Visitors Bureau partnered with numerous community and state groups in various events and promotions. Here’s just some of the highlights from 2015-16.
Chapel Hill-Carrboro Chamber of Commerce in supporting community events, efforts and programs.
• Coordinated Vitamin O promotion highlighting Orange County Residents and their unique talents in the community.
• Visitors Bureau represented on the Chapel Hill Downtown Partnership Board, which promotes Movies Under the Stars, Tar Heel Downtown, holiday activities and many other downtown events, promotions and economic development initiatives.
• Sponsorship and publicity for
• Partnerships with the Alliance
• Visitors Bureau was a sponsor
events including Free Spirit Freedom—13th Amendment Freedom From Slavery 150 Years anniversary in December 2015 and Traveling Museum of Artifacts from Negro Leagues Baseball Era in July 2016.
for Historic Hillsborough, Hillsborough/Orange County Chamber of Commerce and
of the 2015 UNC Black Alumni Reunion Dinner at the Sheraton Chapel Hill Hotel.
• During 2015–16, the Visitors Bureau hosted and/ or provided press materials for 28 travel writers and editors representing international, national and regional media visiting Orange County.
• Funder with the 2015-16 North Carolina High School Athletic Association to keep championship events including basketball and football held in Chapel Hill.
• Partner with Tar Heel Sports Marketing to bring more visitors to UNC Athletic events throughout the year.
• Presented information to individuals at the NC Call Center (1-800-VISITNC) housed at the NC Women’s Correctional Facility in Raleigh.
• Collaborated with photographers and videography to increase our media library of digital images and produce videos featuring the area’s beauty, farming community and the Welcome to Orange County, NC NATJA video.
• Members of Destination Market Association of North Carolina and Destination Marketing Association International.
AWARDS Received two Destination Marketing Achievement Awards at the 2016 NC Tourism Leadership Conference.
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Platinum Award for “Best Advertising” for the Bureau’s “Your Community is Part of Our Community,” for the ad campaign the agency created to counteract negative criticism from HB2.
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Gold Award for “Online Communications” for its social marketing campaign, “Free Ticket Tuesday,” which gives more than 10,000 Facebook fans a chance to win free tickets to featured events.
• Communications staff attended and/or provided destination materials and story ideas at four regional and national media missions.
• Sent 28 press releases and wrote 92 website news stories.
• Directly assisted 246 media members requesting information during the year.
• 456 Orange County editorial stories appeared. 1 0 C H a p el H i l l /Ora n g e Co u n t y V i s ito r s B u r e au
Visit NC’s Mark Shore, Senior Manager of Tourism Marketing, presents Destination Marketing award to bureau staff Tina Fuller.
Finances Six travel writers visit TOPO Distillery as part of multiday SATW press trip.
The Chapel Hill/Orange County Visitors Bureau is funded through the Hotel Occupancy Taxes collected by Orange County, NC. 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.
Sample of Media Stories appearing in 2015-16
Revenues and Expenditures
Indy’s Southside Magazine, Road Trip Anyone? Features Chapel Hill and Carrboro
revenues
2015–2016
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College Magazine, Chapel Hill No. 1 College Town You’ll Never Want To Leave
1% 2%
13% occupancy tax state arts grant
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Huffington Post Travel, Chapel Hill, NC Among 16 Cities to Visit If All You Want To Do Is Eat
investment earnings town of chapel hill support
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The New York Times, In North Carolina, A Town To Lift A Fork Or Turn A Page Highlights Hillsborough, NC
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Conde Nast Traveler, UNC Chapel Hill Among 20 Most Beautiful College Campuses In America
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Buzzfeed.com, Hillsborough Among 15 Stunning Towns You Need To Visit
...
85%
Occupancy Tax State Arts Grant Investment Earnings Town of Chapel Hill Support Total Revenues
Zagat.com, Chapel Hill One Of 16 UnderThe-Radar Southern Food Destinations
...
Meetings Today, North Carolina’s Triangle Region Caters To The Foodie Palate — Hosted Six Travel Writers in Chapel Hill and Carrboro and side trip for one to Hillsborough as part of a post Society of American Travel Writers (SATW) Eastern Chapter Meeting which met in Raleigh. Writers from East Coast spent time in Orange County April 27–29, 2016.
$32,888
2%
$1,437
<1%
$232,739
13%
$1,744,733
27%
sales & marketing
...
Country Music Television (CMT) SOUTHBOUND, The Triangle, North Carolina Includes Local Flavor of Chapel Hill & Carrboro
85%
expenditures
...
Consequence of Sound Magazine, The 100 Greatest American Music Venues Includes Cat’s Cradle At No. 12
$1,477,669
recurring capital
6%
58%
9% 1%
arts commission operations operations/administration personnel services
Sales & Marketing
$965,058
58%
Recurring Capital
$1,234
<1%
Arts Commission Operations
$148,520
9%
Operations/Administration
$106,919
6%
Personnel Services
$462,755
27%
Total Expenditures
$1,684,486
2 01 5 –2 01 6 A n n ua l R ep o rt 11
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WINNER OF THE 2016 PLATINUM AWARD FOR ADVERTISING, as presented by the Destination Marketing Association of North Carolina. Special thanks to our partners at Clean Design.
youR communIty
IS a paRt oF ouRS. SPOTTED DOG CAFE, CARRBORO, NC
If you’re looking for an escape from the everyday routine, bring your partner or spouse and head to Orange County. It’s the perfect place to relax, unwind, and be yourself, with plenty of cafes, bars, boutiques, festivals, and outdoor activities for all. Visit our website for a schedule of upcoming events and trip ideas.
VISITCHAPELHILL.ORG
ALL ARE WELCOME IN ORANGE COUNTY. CHAPEL HILL, CARRBORO, AND HILLSBOROUGH AWAIT YOU.