www.visitchapelhill.org
2016–2017
Annual Report 1992–2017
~ 25 Years ~ W e av e r S t r e e t M a r k e t L aw n
R i v e r wa l k by A l i c i a S t e m p e r
of Serving Chapel Hill , Carrboro, Hillsborough and Orange County, NC
T e r r aV i ta F o o d & D r i n k F e s t i va l
Board of Directors 2016–17
Visitors Bureau
Bureau Staff
Chapel Hill/Orange County
VISITORS BUREAU OUR STAFF Laurie Paolicelli, Executive Director Marlene Barbera, Sales Director
CONTENTS
Patty Griffin, Communications Director Tina Fuller, Website/Social Media Coordinator Allison Chambers, Administrative Assistant Susan Rice, Visitor Services Andrea Riley, Visitors Services, Saturday
Meeting & Event Sales ������4 Tourism Statistics & Resources ���������������������������������� 5 25 Years of Serving Visitors ����������������������6 Marketing & Branding ������ 8
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 Twitter: @visitchapelhill
Online Marketing & Social Media ����������������������������9 Community Partnerships & Collaborations ��������������10 Public Relations & Communications ��������������10 Finances ������������������������������������������� 11 Welcome to Our Playground �������������������������������� 12
Facebook: visitchapelhill Instagram: @visitchapelhill
(including representative organizations) Rosemary Waldorf, Chair, Chapel HillCarrboro Chamber of Commerce Aaron Bachenheimer, University of North Carolina Mark Bell, Town of Hillsborough Anthony Carey, Orange County Economic Development Commission George Cianciolo, Town of Chapel Hill Kayla Demsey, North Carolina High School Athletic Association Tim Hoke, Liaison for Orange County Arts Commission Lydia Lavelle, Town of Carrboro Allison Nichols-Clapper, Hillsborough/ Orange County Chamber of Commerce Penny Rich, Board of Orange County Commissioners Mark Sherburne, Orange County Hotels Andrew Strickland, Orange County Hotels Jeffrey Strickler, Alliance for Historic Hillsborough Annette Lafferty, Town of Carrboro EDC, Ex-Officio member Meg McGurk, Chapel Hill Downtown Partnership, Ex-Officio member Lee Storrow, Town of Chapel Hill Economic Development Commission, Ex-Officio member Others who served during part of the fiscal year
Karen DeHart, North Carolina High School Athletic Association Michelle Johnson, Town of Carrboro Nitin Khanna, Orange County Economic Development Commission Lee Pavao, At-Large, Emeritus
Orange County Commissioners Mark Dorosin, Chair Penny Rich, Vice Chair Mia Day Burroughs Barry Jacobs Earl McKee Mark Marcoplos Renee Price Bonnie Hammersley, County Manager
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 To establish and promote Orange County as a premier place to visit; and a conference destination.
www.visitchapelhill.org
2 C H a p el H i l l /O r a n g e Co u n t y V i s ito r s B u r e au
© Copyright December 2017, Chapel Hill/Orange County Visitors Bureau
The Chapel Hill/Orange County Visitors Bureau’s Annual Report updates you on the Visitor Bureau’s progress toward increasing the area’s visitor and conference business. This 2016–2017 Annual Report provides a summary for sales, services, digital marketing, communications, administration and operations. Visitors Center
in Chapel Hill/Orange County Hospitality and Tourism The Chapel Hill/Orange County Visitors Bureau staff closed the 2016-2017 fiscal year with news of record-breaking visitation and visitor spending in Chapel Hill and Orange County. Domestic Visitors to Orange County spent $192.63 million in 2016, an increase of 4.4 percent over 2015. Despite nearly a year of uncertain indicators as a result of concerns expressed over N.C.’s House Bill 2 becoming law, the travel bans and tourism boycotts (some of which continue today), Orange County’s travel and tourism industries are supporting more jobs and workers and generating more state and local tax revenues than ever before. The Board of Orange County Commissioners should be thanked for their continued, farsighted investment in tourism. Commissioners launched a tourism bureau in 1992 and today the staff of six has watched the economy grow through strategic partnerships at the national, state and local level. Visitors Bureau Director, Laurie Paolicelli, and the staff should again be applauded for another year of stellar destination marketing, sales and communications efforts on behalf of Orange County. The Visitors Bureau also brought an international marketing firm into its fold. In June, FleishmanHillard joined the marketing team through a unique digital strategies contract that will bring news of Orange County to new audiences on multi-level digital platforms. Please review the many 2016–2017 accomplishments of the CVB’s award-winning staff on these pages. Best regards,
Rosemary Waldorf Chair, Chapel Hill/Orange County Visitors Bureau Board of Directors Bryan Properties
2 01 6 –2 017 A n n ua l R ep o rt 3
D e a r Pa r t n e r s
Dear Partners
Meeting & Event
Sales
Sales Numbers M e e t i n g & Ev e n t S a l e s
July 2016 – June 2017
Bookings: 30 room nights: 1,766 Estimated Spending: $586,787 Sales Leads generated: 95
bookings by market 13% 34%
13%
corporate & business conference & meetings weddings social events sports
40%
Trade Shows in 2016–17 Connect Marketplace – July 2016 Small Market Meetings – October 2016 Printetime Business Expo – November 2016
NATJA at Barn of Valhalla
Visitors Bureau hosts 26th North American Travel Journalists Association Annual Conference and Marketplace May 16–18, 2017 Over 50 travel media professionals attended, plus destination marketing agencies, speakers, guests and NATJA staff bringing the total to more than 90 attendees. Conference highlights included: Opening Lunch at the Sheraton, Opening Dinner at the Barn of Valhalla showcasing local food, brewers, art, music and entertainers. There was also Professional Development Workshops with faculty from the UNC School of Media and Journalism and local writers, 5 Afternoon Tours showcasing Hillsborough, Carrboro, Chapel Hill, UNC and Orange County Farms, Dine Around at 12 local restaurants and Closing Dinner at The Carolina Inn.
Rendevous South – February 2017
March Sales Blitz The Visitors Bureau coordinated a Sales Blitz on UNC campus to invite meeting planners to a lunch and to learn about area venues and local meeting space options. Over 120 planners attended the UNC March Madness Lunch and Learn event at the Carolina Club in March 2017 where local hotels and venues showcased their properties. Lunch and Learn 4 C H a p el H i l l /O r a n g e Co u n t y V i s ito r s B u r e au
Publications/Videos
Tourism
Produced in 2016–17
Statistics & Resources
• Visitors Guide • Visitors Map • 12 Ways to Enjoy Chapel Hill/Orange County in 2017
• 21 Things to Do in 2017
Economic Impact of Travel to Orange County*
• Shopping Guide • Summer 2017 Getaway to Chapel Hill & Orange County, NC
12 Ways to
Enjoy
Chapel hill / orange County in 2017
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,
• Visitors to Orange County in 2016 generated $192.63 million, up 4.44% from 2015.
shops, art galleries,
• You Just Have To
attributable to travel and tourism.
• Travel generated a $37.41 million payroll in 2016 in Orange County.
• State tax revenue generated in Orange County totaled $10.48 million, while $4.16 million in local taxes were generated for a total of $14.64 million. This represents a $103.32 tax saving to each county resident.
Photo courtesy of Morehead Planetarium & Science Center
FraNkliN street
museums, gardens and our local food scene.
4
CaroliNa BasketBall MuseuM
450 Skipper Bowles Drive Chapel Hill, NC 27514 (919) 962-6000 www.goheels.com
Morehead 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. See its GlaxoSmithKline Fulldome Theater, exhibits and Science Stage, including live science demonstrations. Minimal fee for planetarium shows.
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.
7
Photo: Southern Season
Commercial
• 1,890 Jobs in Orange County were directly
6 2
www.downtownchapelhill.com Historic Franklin Street in downtown Chapel Hill is home to more than 200 restaurants, bars, retail shops and service businesses. Enjoy festivals, special events, nightlife and cultural destinations including DSI Comedy Theater. Coming in 2017, the new Carolina Square and Blue Dogwood Public Market.
Rembrandt Studies of a Woman and Child
3
• Special Event Fliers/ Promos (10 Summer Cool Drinks, July 4th, Bluegrass Festival, Holiday Dining, Winter Holidays Events, Carolina Basketball Museum, Valentine’s Day, April NC Beer Month, Memorial Day)
* Tourism Spending statistics from the “2016 Economic Impact Of Travel On North Carolina Counties.” The study was prepared for Visit North Carolina by the U.S. Travel Association.
1
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 statesupported university in America to open its doors and graduate students in the 18th century. Guided tours are available. Also music, plays and more at Memorial Hall and PlayMakers Repertory Company.
The Ackland holds North Carolina’s premier collection of Asian art, as well as European and American paintings, sculptures, drawings, prints, and photographs. The Ackland is the first public university art museum in the U.S. to own a collection of drawings by Rembrandt van Rijn. Free.
southerN seasoN
University Place 201 S. Estes Drive Chapel Hill, NC 27514 (877) 929-7133 www.southernseason.com
aCklaNd art MuseuM
101 South Columbia Street UNC Chapel Hill, NC 27599 (919) 966-5736 www.ackland.org
5
North CaroliNa BotaNiCal GardeN
100 Old Mason Farm Road Chapel Hill, NC 27517 (919) 962-0522 www.ncbg.unc.edu Comprises more than 1,000 acres, including 10 acres of display gardens and a number of natural areas. See North Carolina plants and vegetation, perennial borders, a Garden of Flowering Plant Families, the Piedmont Nature Trails, a green Education Center with exhibits and more. Free.
A food lover’s paradise with exciting and innovative products from local to international vendors, Southern Season offers over 70,000 items sold in-store and online. Known as a “culinary Mecca,” the store features specialty food products, chocolate and candy, wine & beer, coffee & tea, prepared foods, kitchen tools, home items, gifts and much more. Take a class at its cooking school.
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visitchapelhill.org
CHAPEL HILL ORANGE COUNTY
g shoppin GUIDE
�
An annotated list of shops and retail options in Chapel Hill, Carrboro and Hillsborough, NC
Chapel Hill Southern Season
Carrboro Fleet Feet Sports
Hillsborough Fetch Antiques
Occupancy Stats 2016–2017 2016–17
2015–16
Percent Change
67.8%
69.6%
-2.6%
ADR
$122.14
$120.49
+1.4%
RevPar
$82.79
$83.82
-1.2%
Supply
599,105
592,395
+1.1%
Demand
406,108
412,105
-1.5%
RoomRev
$49.60 Million
$49.65 Million
-0.1%
Occupancy
Occupancy—Percentage of rooms occupied Average Daily Rate—Room revenue divided by rooms sold Revenue Per Available Room—Room revenue divided by rooms available Supply (Rooms Available)—The number of rooms times the number of days in the period.
Visitor Stats Literature Produced & Distributed
71,100
Website VISITS
229,751
Pageviews
445,597
E-newsletter subscribers
2,641
Walk-ins to Franklin Street Visitor Center
8,650
Attendance at Select Visitor Attractions & Tours
2,296,017
Demand (Rooms Sold)—The number of rooms sold or rented (excludes complimentary rooms). RoomRev—Total room revenue generated from the sale or rental of rooms 2 01 6 –2 017 A n n ua l R ep o rt 5
STATISTI C S & RESOUR C ES
• Welcome NATJA Video
Twenty-Five Years of Serving Visitors 25 Years of Service
(1992–2017) In December 1990 a task force created by the Public-Private Partnership recommended the formation of a visitors bureau in Orange County. By July 1991 legislation was passed allowing the Orange County Board of Commissioners to adopt a resolution levying a room occupancy tax of up to 3%. In October of that same year an interim Visitors Bureau board was established.
~ 25 Milestones in 25 Years ~ The Bureau’s first executive 6/92 director was hired and the Chapel Hill/Orange County Visitors Bureau opened its doors on Columbia Street in downtown Chapel Hill. Permanent 1/93 Visitors Bureau Board was established. The Bureau’s first Visitors Guide was published shortly thereafter.
7/94
11/96
10/98
Initial support from Town of Chapel Hill in form of a $30,000 grant from the Chapel Hill occupancy tax to the Bureau. Bureau moves its offices to 501 W. Franklin Street. There are now four full-time employees.
6/00
10/02
Visitors Bureau won its first North Carolina Association of Convention and Visitor Bureaus (NCACVB) Award, including named the 2001 Bureau of the Year. The NCACVB became the Destination Marketing Association of North Carolina (DMANC) with the 2007 awards competition.
Visitors Bureau published 4/08 first of three children’s books with author Irma Tejada and illustrator Chris Kanoy initially on Carrboro (2008), Hillsborough (2009) and Chapel Hill (2010).
12/09
Visitors Bureau opened its first Franklin Street walk-in welcome center.
Bureau with author Moreton Neal and Illustrator Laura Frankstone published the first Chapel Hill Food Lover’s Guide with Carrboro and Hillsborough. 2nd version was published in December 2012.
Visitors Bureau helped 9/03 coordinate grand finale event and special website for Orange County Agricultural Heritage Festival as the culmination of a year-long 250th Orange County Anniversary celebration. Visitors Bureau launched 4/08 www.visitchapelhill.org website and new branding efforts.
Bureau launched its first comprehensive website www.chocvb.org.
6 6C HCaHpael p el Hil Hli l/O l /O r arnagnegCo e Co u nutnytV yi s Vito i s ito r srB suBruerau e au
Laura Frankstone holds guide with Moreton Neal
6/10
Visitors Bureau received accreditation from the Destination Marketing Association International as part of its Destination Marketing Accreditation Program.
7/10
2/11
12/13
11/14
3/15
and accommodations in Orange County, including Chapel Hill, UNC, Carrboro, Hillsborough and the surrounding rural areas. Later that year, the guide won an Destination Marketing Association International (DMAI), WOW award which recognizes Exemplary Ideas in Visitor Services.
Successfully won Chapel Hill to the National Trust for Historic Preservation 2011 Dozen Distinctive Destination List. Bureau became a primary supporter of the popular county food event, TerraVita Food & Drink Festival.
9/15
The Visitors Bureau adapted the local popular children’s book, Goodnight Carolina, into a printed Family Fun Map and tour guide brochure as well as an App for the iPhone, ipad and Android. A new LGBTQ online ad campaign began in Fall, picking up in Spring 2015. In addition, the Bureau launched a ‘wedding campaign’ that shows Chapel Hill and Carrboro as a great destination for weddings for both the LGBTQ market and the traditional target markets. The campaign will boast new print and digital ads, communications via newswire and local press releases. To elevate the level of service Orange County offers its travelers with special needs, the Visitors Bureau produced The 2015/16 Chapel Hill/ Orange County Access Guide to provide information on how travelers can more easily access services
Access Guide wins WOW Award
The Visitors Bureau teamed up with Carrboro photographer/writer Alicia Stemper to dispense doses of Vitamin O. This photo/essay project highlights Orange County’s most amazing resource—its people. Each dose of Vitamin O was formulated by combining an interview, a photo session and an interaction with Alicia’s random question box. The series featured on the County web page and on social media platforms, had a print exhibit at the Visitors Center in June 2016.
10/15
The Visitors Bureau now has six full time and one part time Saturday visitor services staff.
7/16
The Bureau released a completely redesigned website VisitChapelHill.org.
1/17
To continue to address the impact of HB2, the Chapel Hill/Orange County Visitors Bureau created a campaign that reminds visitors that everyone is welcome in the Chapel Hill area. “Your Community is a part of our Community” is a campaign that has been placed throughout the Atlantic Coast. The printed Your Community Ad the previous fall won a Platinum Destination Marketing Association of North Carolina award for Best Advertising.
Visitors Center New look
1/17
5/17
6/17
The Visitors Center has an updated look outdoors with a new awning and colorful information flags. Soon to follow inside was a new visitor information monitor and a mobile devices charging station. Chapel Hill, Carrboro, Hillsborough and Orange County hosted hosted more than 90 travel writers, CVB’s, speakers, guests, and the staff and board of the North American Travel Journalists Association for their 26th Annual Conference and Marketplace. This was NATJA’s first trip to North Carolina. For the first time, the Chapel Hill/Orange County Visitors Bureau released a television commercial which was seen statewide in the Charlotte and Raleigh cable markets encouraging summer visitation to the Orange County. You Just Have To highlights restaurants, food artisans, craft beer, music, art, nightlife, outdoors and more. The commercial won a Platinum Award at the NC Travel Industry Association awards banquet in September 2017. This was the 45th award the Bureau has received from this association since 2000. Additional recognition throughout the 25 years included 10 Hermes Creative Marketing Awards and Four Communicator Awards.
2 01 6 –2 017 A n n ua l R ep o rt 7
25 Years of Milestones
10/13
Visitors Bureau began financial support of the Orange County Arts Commission.
2016/2017
Marketing & Branding
National Marketing & Branding Campaign The Chapel Hill/Orange County Visitors Bureau continued to identify ways to brand the Orange County region around the country, raising strong awareness in our core markets—North Carolina, Virginia and the Atlantic Coast, from Washington D.C. to Atlanta. New advertising showcased the emotional connection and special memories our visitors experience when they explore Chapel Hill, Carrboro and Hillsborough and the surrounding Orange County countryside. Additionally, a new emphasis was placed on an EVERYONE IS WELCOME HERE with advertising placed in key LGBT travel media.
focused on LGBT welcome, food and nightlife and our creative culture: campaigns that targeted our largest domestic travel markets, meeting and event planners and alumni. Advertising themes included: There’s a Special Ingredient Here, Your Community Is Part of Ours, Hospitality Always on Tap, Let Hillsborough Inspire You and New Ideas Around Every Corner. Leisure Print Ads appeared in the NC Travel Guide, Garden & Gun, Carolina Alumni review, Southern Living, Cary Magazine, Indy Week, Our State Magazine; while meeting-focused ads ran in Commit and the MPI Carolina Membership Directory.
We narrated these stories through new videos and photography and editorial style print and television campaigns. Important themes
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 • 888.968.2060
ALL ARE WELCOME IN ORANGE COUNTY. CHAPEL HILL, CARRBORO, AND HILLSBOROUGH AWAIT YOU.
Our first time television campaign, which rolled out on traditional network, cable and online channels, has become one of the most successful in the Visitors Bureau tourism marketing history. The “You Just Have To” (15 and 30-second) commercials highlight restaurants, food artisans, craft beer, music, nightlife, outdoors and more from Carrboro, Hillsborough, and Chapel Hill.
media spend $579,000 budget You Just Have to TV Campaign piedmont farm tour
fridays on the front porch
hillborough’s last fridays
april 22–23, 2–6 pm both days
april 28–october 13
through september 29
Visit 35 local, sustainable farms and discover the delicious meat, dairy, fruits, and veggies produced right here in the Piedmont. $30 per car in advance/$35 day of for ALL farms, ALL weekend, $10 per car per farm.
Live music creates the perfect atmosphere for kicking back, relaxing, and getting a jump on the weekend at Fridays on the Front Porch on The Carolina Inn lawn. Enjoy live music, food trucks, crafted cocktails, and ice cream. Every Friday from 5-8 p.m.
From 6:30-9:30 p.m., artists, food vendors, and craftspeople set up their wares on the sidewalks around the courthouse in downtown. Enjoy live music on the lawn, historic sites, and kids’ activities. Art Walk begins at 6 p.m. April 28 concert features BigTime party band.
www.carolinafarmstewards.org/pft
www.carolinainn.com
www.lastfridays.org
THIS PLACE IS ALWAYS HAPPENING
CHAPEL HILL, HILLSBOROUGH & CARRBORO EVENTS
a freedom book festival May 6, 10 am–4 pm Free Spirit Freedom launches its first book of historic photographs. Morning features children's literary activities. Afternoon features local artists, readings, recitations, and reception. Free event at the Jerry M. Passmore Center, 103 Meadowlands Drive, Hillsborough. www.hillsboroughartscouncil.org/ free-spirit-freedom
integrated online & tv with capital broadcasting (Out & About) paid social media online pre-roll video network
16%
online display/paid search
25%
43%
cable tv commercial
hillsborough
carrboro day May 7, 1–5 pm Come celebrate the unique qualities that make Carrboro special. Enjoy old town stories and photos, poetry readings, music and dancing, games, crafts, plant pass, a book sale, food trucks, and more. Carrboro Town Hall Grounds, 301 West Main Street, Carrboro. www.carrboroday.com
VISITCHAPELHILL.ORG • 888.968.2060 SPONSORED BY THE CHAPEL HILL ORANGE COUNTY VISITORS BUREAU
8 C H a p el H i l l /O r a n g e Co u n t y V i s ito r s B u r e au
3% 5% 8%
spring garden tour May 20, 10 am–4 pm May 21, noon–5 pm With a theme of “Town and Country,” the tour features 17 private and public gardens across the landscapes of Hillsborough. Plant sale and photography exhibit. Tickets are $20 until May 1/$25 after and can be purchased online or at the Hillsborough Visitors Center, 150 East King Street, Hillsborough. www.hillsboroughgardenclubnc.com/ gardentour
On-line
Marketing & Social Media
Paid social searches on Google, Yahoo/Bing as well as advertising on Facebook, Instagram, WRAL. com and OutandAbout.com led to active audience engagement in 2016–17. The Bureau also started a new video facebook promotion Slice of Orange to highlight unique attractions, food and things to do in Orange County. Additionally, online group and meetings initiatives included CVENT and AENC Eblasts.
Online & Social Media
The Chapel Hill/Orange County Visitors Bureau completely launched its redesigned website in July 2016. Noting “Everyone is welcome in Orange County, NC,” the user-friendly VisitChapelHill.org homepage has gorgeous photography with updated sections detailing accommodations, things to do, events, where to dine and more, all while showcasing Chapel Hill, Hillsborough, Carrboro, and the UNC campus. Find ongoing updated Blog content as well as resources for Meeting Planners, Weddings and the Media. The Visitors Bureau partnered with Simpleview on the redesign.
Visitchapelhill.org 229,751 website sessions
A Slice of Orange Video
Facebook 15,826 Likes
Twitter 3,574 followers
Instagram 2,556 followers
visitchapelhill
@visitchapelhill
@visitchapelhill 2 01 6 –2 017 A n n ua l R ep o rt 9
P u b l i c R e l at i o n s
Community Partnerships & Collaborations C o l l a b o r at i o n s
in Orange County
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 2016–17.
• Visitors Bureau represented on the Chapel Hill Downtown Partnership Board. Promotes Movies Under the Stars, Tar Heel Downtown, holiday activities and many other downtown events and promotions.
• Partnerships with the Alliance for Historic Hillsborough, Hillsborough/Orange County Chamber of Commerce and Chapel Hill-Carrboro Chamber of Commerce in supporting community events, efforts and programs.
• Agritourism partnership launch with beginning work on the Orange County Farms App.
• Area event support included TerraVita Food & Drink Festival in September 2016, supporter of first annual LightUp Chapel Hill Lantern Festival in January 2017 and participated in the 2nd Friday Artwalks throughout the fiscal year.
• Worked with Triangle area CVBs to begin producing new Triangle Campus Guide website.
• Visitors Bureau was a sponsor
• In December 2016, the Visitors Bureau and Orange County’s communities hosted the marketing team at VisitNC who stayed at The Carolina Inn and learned about the area’s happenings.
• Presented information to individuals at the NC Call Center (1-800-VISITNC) housed at the NC Women’s Correctional Facility in Raleigh.
• Funder with the 2016–17 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.
• Members of North Carolina Travel Industry Association and Destinations International.
• Visitors Bureau forms partnership with FleishmanHillard marketing agency in a move to enhance digital communications and social media execution; better destination-specific branding strategy and product development for both leisure and meetings markets.
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 interest. The Visitors Bureau hosted and or provided press materials to 84 travel writers and editors representing international, national and regional media visiting Orange County. This included writers attending the 7th Annual TerraVita Food & Drink Festival and the North American Travel Journalists Association Annual Meeting & Market Place. The communications director hosted 15 writers in direct multi-day press trips.
• Communications staff attended and/or provided destination materials and story ideas at four regional and national media missions.
• Sent 26 press releases and wrote 19 website blogs
• Directly assisted 233 journalists on their Orange County stories during the year.
• 396 Orange County editorial stories appeared
AWARDS The Visitors Bureau Destination Website, VisitChapelHill.org, was recognized as a Finalist in the North American Travel Journalists Association 2016 NATJA Travel Media Awards Competition. Visitors Bureau received one Destination Marketing Achievement Award at the 2017 NC Tourism Leadership Conference hosted by the North Carolina Travel Industry Association. A Platinum Award for “Best Advertising” went to “You Just Have To”, the Bureau’s firstever television commercial which debuted in late spring of 2017. It encouraged summer visitation to Orange County.
of the 2016 UNC Black Alumni Reunion Dinner at the Sheraton Chapel Hill Hotel.
1 0 C H a p el H i l l /O r a n g e Co u n t y V i s ito r s B u r e au
Bureau wins Marketing Award
Sample of Media Stories appearing in 2016–17
Finances
Forbes, Chapel Hill Among 25 Great Places in 2016 to Follow Your Passion in Retirement USA Today, South’s Standout Food and Beverage Festival Includes Chapel Hill’s TerraVita Small Market Meetings Magazine, Get Smart in Chapel Hill—This College Town Brings Energy and Excitement to Meetings
ABC News, Beer Company Commits To Saving Animals Feature—Dingo Dog Brewery in Carrboro, NC TravelGirl Magazine, Chapel Hill Among 5 College Football Towns Where Travelgirls Love to Tailgate
Revenues and Expenditures 2016–2017 1% 2%
occupancy tax
Delta Sky Magazine, Triangle Destination Feature Go World Travel Magazine, Historic Carolina Inn is University Icon in Chapel Hill, NC
fund balance
12%
state arts grant investment earnings
Epicurean Charlotte Food & Wine Magazine, Fa La La La La in Chapel Hill TravelMag, The 10 Most Charming Towns and Small Cities in North Carolina Includes Hillsborough, NC
revenues
12%
town of chapel hill support
73%
Occupancy tax
$1,492,194
73%
Fund Balance
$250,000
12%
$39,230
2%
$3,489
1%
$308,903
12%
State Arts Grant Investment earnings Town of Chapel Hill support Total Revenues:
$1,994,733
Southern Living, North Carolina’s Best July 4th Fireworks is in Chapel Hill Eater.com, Road-Tripping North Carolina: 22 Must Visit Restaurants includes Three Chapel Hill Stops
expenditures 25%
sales & marketing recurring capital
Hosted 8 Travel Writers in Chapel Hill and Carrboro in post media tour after the NATJA Annual Meeting & Media Marketplace May 19–21, 2017
9%
58%
7% 1%
arts commission operations operations/administration personnel services
Sales & Marketing
$1,133,341
58%
Recurring Capital
$3,519
1%
Arts Commission Operations
$147,674
7%
Operations/Administration
$210,097
9%
Personnel Services
$492,755
25%
Total Expenditures
$1,987,614 2 01 6 –2 017 A n n ua l R ep o rt 11
Finances
Bon Appétit, Names Carrboro’s Pizzeria Mercato A 2016 Top 3 Best Pizza Joint in America
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.
weLcoMe to ouR playGRound.
Visitors Bureau
Nestled in the rolling hills of the North Carolina Piedmont, Orange County is the perfect setting for a trio of unique and charming southern cities: idyllic college-town Chapel Hill; progressive, former railroad and mill town Carrboro; and historic and artsy Hillsborough.
chapel hILL
Home to UNC-Chapel Hill, this is the college town on which all college towns are modeled, a hub of trendsetting sights, sounds, and tastes.
caRRboRo
Plug in and chill out with plenty of places to relax, eat, drink, shop, hear wonderful music, see great art, or just people watch.
VISITCHAPELHILL.ORG 888.968.2060
12 C H a p el H i l l /O r a n g e Co u n t y V i s ito r s B u r e au
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A small town with a big history boasting a writer’s colony, gourmet restaurants, unique stores, and pastoral views.