2018-2019 Annual Report
our orange county
INSIDE Who We Are ...................................................................................................................... 3 From The Director............................................................................................................... 4 Boards, Staff and The Visitors Center.................................................................................. 5 Travel Impact & Occupancy Stats ....................................................................................... 6 Meetings & Sales .............................................................................................................. 7 Market Research................................................................................................................ 8 Marketing: Tourism Advertising Campaign......................................................................... 10 Public Relations & Communications.................................................................................. 12 Getting the Word Out: Publications and Online Strategies.................................................. 13 Community Partnerships & Collaborations......................................................................... 14 Financials........................................................................................................................ 15
Visitors Center 501 W. Franklin St., Chapel Hill, NC 27516 info@visitchapelhill.org (919) 245-4320
© December 2019, Chapel Hill/Orange County Visitors Bureau PAGE 2
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
www.visitchapelhill.org
visitchapelhill
Monday-Friday, 8:30am–5pm Saturday, 10am–3pm
@visitchapelhill @visitchapelhill
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WHO WE ARE The Chapel Hill/Orange County Visitors Bureau (VB) is a department of Orange County, NC government and serves as the official accredited Destination Marketing Organization (DMO) for Chapel Hill and the communities of Orange County. ABOUT US: The Visitors Bureau is solely funded by the 6% lodging tax collected on hotel rooms and accommodations in Orange County.
OUR MISSION
who we are
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. ABOUT US: The Chapel Hill/Orange County Visitors Bureau has been in existence since June 1992.
OUR VISION To establish and promote Orange County as a premier place to visit; and a conference destination. ABOUT US: The Visitors Bureau promotes Chapel Hill and the communities of Orange County as an entire tourism product. This includes dining, outdoor recreation, festivals and events, sports, shopping, arts and culture, history, meetings and conference destination and anything else that might persuade a visitor to travel to the area.
2018 - 2019 ANNUAL REPORT
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FROM THE DIRECTOR
It seems as though I was just writing this letter to wrap up last year, and it’s hard to believe 2019 has already passed.
We welcomed a new team member this year. Leslie Wilcox is our new Administrative
As always, the Visitors Bureau had a busy year in 2018-19. One major highlight:
Specialist at the Visitors Bureau. A Hillsborough resident, Leslie came to us from
we launched our newest travel marketing
the Orange County Housing Department and
campaign, Just Do You, and it
her enthusiasm for Orange County is evident.
was incredibly well received. As we embrace 2020, we’re excited to build Orange County business owners and
on our past successes and to continue moving
residents who took time from their busy
Chapel Hill, Carrboro and Hillsborough forward
schedules to show potential visitors everything our community has to offer cannot be thanked enough.
as sought after visitor destinations. It’s important to remember what vital role tourism plays in our area.
The Visitors Bureau also expanded its retail
I hope you’ll join us in 2020 and beyond
line in its offices at the Bentley Building on
as the Visitors Bureau continues with
Franklin Street. Visitors and locals alike are
the important work of destination sales,
now able to purchase Chapel Hill apparel,
from the director
marketing and management.
first aid kits, notepads and much more.
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
We are a wonderful destination, and our future is now. Sincerely,
Laurie Paolicelli Executive Director
BOARD OF DIRECTORS (Including representation)
Anthony Carey, Chair Orange County Economic Development Commission Mark Bell Town of Hillsborough David Brooks Hillsborough/Orange County Chamber of Commerce Kayla Dempsey North Carolina High School Athletic Association Mayor Pam Hemminger Town of Chapel Hill Tim Hoke Liaison for Orange County Arts Commission Libbie Hough At Large Mayor Lydia Lavelle Town of Carrboro
VISITORS BUREAU STAFF Laurie Paolicelli Executive Director Leslie Wilcox Administrative Specialist Marlene Barbera Sales Director Patty Griffin Communications Director Tina Fuller Website/Social Media Coordinator Susan Rice Visitor Center Coordinator Andrea Riley Saturday Visitor Center Specialist
MANAGEMENT, STAFF & BOARDS ORANGE COUNTY COMMISSIONERS (As of 12/31/19) Penny Rich, Chair Renee Price, Vice-Chair Jamezetta Bedford Mark Dorosin Sally Greene Mark Marcopolos Earl McKee
Tanya Moore University of North Carolina Dixon Pitt Chapel Hill-Carrboro Chamber of Commerce Penny Rich Board of Orange County Commissioners Mark Sherburne Orange County Lodging Association Sam Vadgama Orange County Lodging Association Shannan Campbell Town of Hillsborough Economic Development Ex-Officio Anita Spring Council Town of Chapel Hill Economic Development Commission Ex-Officio Matt Gladdek Chapel Hill Downtown Partnership, Ex-Officio Annette Stone Town of Carrboro Economic Development, Ex-Officio Others who served during the 2018-19 time frame:
Aaron Bachenheimer University of North Carolina Dr. Rachel Schaevitz Town of Chapel Hill Andrew Strickland Orange County Lodging Association Jeffrey Strickler Alliance for Historic Hillsborough Rosemary Waldorf Chapel Hill-Carrboro Chamber of Commerce Elinor Landess Chapel Hill Downtown Partnership, Ex-Officio Lee Storrow Town of Chapel Hill Economic Development Commission Ex-Officio
2018 - 2019 ANNUAL REPORT
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Economic Travel Impact And Occupancy Stats Economic Impact of Travel to Orange County*
$208M
1,940
$41.91M $15.65M
TOURISM REVENUE GENERATED
RELATED JOBS GENERATED
PAYROLL GENERATED
TAX REVENUE GENERATED
Domestic visitors to and within Orange County in 2018 spent $208 million, up 5.05% from 2017.
1,940 jobs in Orange County were directly attributable to travel and tourism.
Travel generated a $41.91 million payroll in 2018 in Orange County.
State tax revenue: $11.13 million. Local taxes: $4.52 million. $107.31 tax savings per each county resident.
*Statistics are from the “Economic Impact of Travel on North Carolina Counties 2018,” which was prepared for Visit North Carolina by the U.S. Travel Association.
Hotel Occupancy Statistics 2018 - 19
2017 - 18
% CHANGE
67.9%
65.9%
+3.1%
ADR
$126.82
$126.11
+0.6%
REVPAR
$86.15
$83.12
+3.6%
SUPPLY
615,025
608,356
+1.1%
DEMAND
417,805
400,939
+4.2%
$52.98 million
$50.56 million
+4.8%
OCCUPANCY
ROOM REV OCCUPANCY: Percentage of rooms occupied. DEMAND (ROOMS SOLD): The number of rooms sold or rented (excludes complimentary rooms).
REVENUE PER AVAILABLE ROOM: Room revenue divided by rooms available.
AVERAGE DAILY RATE: Room revenue divided by rooms sold.
SUPPLY (ROOMS AVAILABLE): The number of rooms times the number of days in the period.
ROOMREV: Total room revenue generated from the sale or rental of rooms.
Visitors To The Area 2018-19
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8,502
2,165,989
WALK-INS TO FRANKLIN STREET VISITOR CENTER
ATTENDANCE AT SELECT VISITOR ATTRACTIONS AND TOURS
CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
Meetings & Events Sales SALES NUMBERS JULY 2018 - JUNE 2019
42
2,717
$978,089
71
TOTAL BOOKINGS
ROOM NIGHTS
ESTIMATED SPENDING
SALES LEADS GENERATED
Bookings By Market SPORTS
12% CORPORATE & BUSINESS CONFERENCE & MEETINGS
WEDDINGS
43%
33%
12% SOCIAL EVENTS
March Sales Blitz The Visitors Bureau coordinated a Sales Blitz on UNC’s campus to invite meeting planners to a Mix-N-Mingle to learn about area venues and local meeting space options. Over 90 planners attended the Mix-N-Mingle event at the Carolina Club on the UNC campus in March 2019 where local hotels and venues showcased their properties. This interactive event brought area hotel sales managers and UNC department event planners together for “what’s new in our backyard” updates, late afternoon food and drink, and networking.
Familiarization (FAM) Tour for Independent Planners The Visitors Bureau Sales Department offered its first-ever overnight FAM tour to 3rd party independent planners who lived a minimum of 2 hours driving time away from Chapel Hill. Participants spent 2-½ days touring Chapel Hill/ Carrboro’s hotels and the UNC Friday Conference Center. Four planners were able to learn what the area has to offer for future meetings and conferences.
2018 - 2019 ANNUAL REPORT
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MARKET RESEARCH
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In 2019 the Visitors Bureau launched a significant research study to determine visitor perceptions of Chapel Hill and opportunities for growth. Below is a snapshot of the study that continues to guide local tourism and business leaders.
RESEARCH METHODOLOGY
FINDINGS
QUANTITATIVE SURVEY FOR TRAVELERS
EXECUTIVE OVERVIEW
2 3
• Respondents: 604 • Ages: 25-64 • States: NC, SC, VA, GA • Consideration: Taken/planning a trip less than four hours away and past/ next 12 months.
Overall, past and prospective Chapel Hill visitors do have positive perceptions of the destination, but some don’t know what there is to do beyond UNC sporting and college-related events. It’s great that UNC-Chapel Hill has such a prominent brand because it gives Chapel Hill name recognition. Now we need to shed light on all the incredible experiences and activities the town and surrounding areas have to offer.
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QUALITATIVE ALUMNI SURVEY
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• Respondents: 50 28 of whom live and/or work in Charlotte.
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
FINDING #1:
Chapel Hill is mainly seen as a college town.
• Of respondents who aren’t considering Chapel Hill for a trip, 25% say they don’t know enough about Chapel Hill and 20% say it’s a college town. IMPLICATION: There’s an opportunity for a tourism campaign to show there’s more to do beyond campus and Chapel Hill sporting events.
FINDING #2:
IMPLICATION: Confirms: • UNC is closely associated with the town. • UNC sports influences visitation to the area. • Signals that we’re not giving visitors enough exposure to experiences that will make them extend their stay.
FINDING #3:
• Of respondents who aren’t considering Chapel Hill for a trip that have never visited before, 32% say they don’t know enough about Chapel Hill.
The current traveler is mostly considering day trips to Chapel Hill during winter or spring, likely aligning with a basketball game and other sporting events.
Overall, travelers have positive perceptions of Chapel Hill. They just don’t have enough awareness of all that the town has to offer.
IMPLICATION: Promoting events and activities is the key to presenting a well-rounded Chapel Hill that’s just right for them.
FINDING #4:
IMPLICATION: There’s an opportunity to ignite enthusiasm and, in turn, create more Chapel Hill advocates.
FINDING #5:
IMPLICATION: Find opportunities to both demonstrate and communicate a sense of inclusion and hospitality.
FINDING #6:
• 94% said they were not affected by any news coming out of Chapel Hill.
Recent visitors of Chapel Hill are less likely to promote it compared to neighboring destinations, likely due to their indifference toward Chapel Hill.
Chapel Hill is not seen as overly welcoming.
Alumni have strong perceptions and travelers’ visitation decisions haven’t been affected.
IMPLICATION: Negative news events can overshadow what people hear more generally about Chapel Hill. But they tend to fade into the background over time, and do not seem to be impacting travel decisions.
2018 - 2019 ANNUAL REPORT
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MARKETING: TOURISM ADVERTISING CAMPAIGN As a destination, Chapel Hill has gone through changes over the past few years. These changes prompted the Visitors Bureau to revisit the brand positioning and tourism campaign it had launched in order to best promote the destination and increase tourism.
Branding campaign launched during 2019 fiscal year focused on a Celebration of Individualism: Chapel Hill is the progressive gem of North Carolina. It’s a place that seamlessly blends its rich tradition with an openness to change. Though historic landmarks and notable locations are everywhere you look, it’s the unique people and experiences that define the area’s personality and make it special. Chapel Hill fully embraces the celebration of individualism for visitors and locals alike.
THE CREATIVE CAMPAIGN Whether visiting Chapel Hill, Hillsborough or Carrboro, you can immerse yourself in our friendly community. Find what you love, or discover something new.
Whatever You Do Here,
JUST DO YOU.
Campaign channels and tactics:
brandin an marketin Print ads.
Mini documentaries.
Rich digital media units.
Social and digital banners using the carousel feature will allow us to bring each theme to life across all three destinations.
Goals of the campaign:
Capture the progressive, welcoming spirit of Chapel Hill and Orange County. Embrace the individual while allowing people to picture themselves here.
Recognize our diverse audience members and their range of interests.
Promote experiences the area offers, rather than solely focusing on businesses.
Achieve balance between Chapel Hill, Carrboro, and Hillsborough.
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
ng nd ng Special popular Summer 2019 “Eno the Emu” marketing campaign captured the hearts of many.
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PUBLIC RELATIONS & COMMUNICATIONS The Visitors Bureau hosted and/or provided press materials to 22 travel writers and editors representing international, national and regional media visiting Orange County. The communications director hosted 10 writers, bloggers and digital influencers in direct multi-day press trips. Communications staff attended and/or provided destination materials and story ideas at four regional and national media missions pitching stories directly to 80 media members.
AWARDS The Visitors Bureau received one Bronze Award in the 2018 NATJA Travel Media Awards Competition. The 2018-2019 Orange County, NC Neighborhoods Guide was recognized by the North American Travel Journalists Association. The Bureau received two Gold Destination Marketing Achievement Awards at the 2019 NC Tourism Leadership Conference hosted by the North Carolina Travel Industry Association. In the Leisure Marketing category, the Taste of the South magazine July-August 2018 story, “Where the Locals Love to Eat,” highlighting Chapel Hill’s Dining Scene was recognized. In the Meetings and
Conventions Marketing category, the first-time FAM Tour for Independent Meeting Planners coordinated by the bureau’s sales department was awarded. Additionally, Chapel Hill’s Scott Maitland, proprietor of Top of the Hill, was honored with the NCTIA Tourism Excellence Award for Business. This award recognizes outstanding contributions to the development of the travel Industry in North Carolina. The Bureau nominated Maitland for his role in the hospitality and tourism industry and his championing the Brunch Bill legislation and his work on ABC reform legislation.
65,562
pieces of printed materials were distributed during 2018-19
34
blog stories posted on website
191
journalists directly assisted on their Orange County stories during the year
320
Orange County editorial stories appeared
12
press releases sent
public relations & PAGE 12
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
Getting the word out in 2018-19 through publications and online strategies We strive to market Chapel Hill, Carrboro, Hillsborough and Orange County as an attractive visitor destination in more dynamic, bold, and innovative ways than ever. Our marketing team communicates with its key audiences directly through publications, social media, our website, e-communications and more.
VisitChapelHill.org
304,066 website sessions
530,909 website pageviews
36,148
pageviews “Local Events” visitchapelhill
E-Newsletters Three newsletters are distributed monthly to 4,549 stakeholders and subscribers. They include: “Orange Slices”; Economic Development Report – “Tourism by the Numbers” on occupancy trends and demand; and “Check It Out,” updating stakeholders on local events.
Publications/Videos Produced • Visitors Guide • Visitors Map • Restaurants of Orange County Map Pad • Holiday Gift Buying Ideas Flyer • Hosting Family/Guest During the Holidays Flyer • Monthly Event Sampler Videos
• 12 Ways to Enjoy Chapel Hill/ Orange County in 2019 • 30 Reasons Why We Love the Area • National Tourism Week Video Promo • This is Tourism Radio Campaign with WCHL Radio Continued
• Special Event Flyers/Promos - July 4th - Bluegrass Festival - Holiday Dining - Winter Holidays Events - Valentine’s Day - April NC Beer Month - Memorial Day
Social Media The Visitors Bureau manages 8 social media accounts including Facebook, Instagram, YouTube, LinkedIn, Twitter, two Apps (VisitChapelHill and Orange County Farms) and Blogs on VisitChapelHill. The Bureau saw 4,000 average monthly engagements across all accounts.
SAMPLE OF 2018 - 19 DESTINATION MEDIA STORIES Garden & Gun Features new Crook’s Corner Chef Justin Burdett Food and Wine/ TripAdvisor says Al’s Burger Shack serves the best burger in the country Eater.com Names Gabe Barker of Carrboro’s Pizzeria Mercato a 2018 Young Gun Chef CondeNast Traveler.org UNC among 50 Most Beautiful Campuses Taste of the South magazine Where the Locals Love to Eat, Chapel Hill feature on dining, shopping and culture Our State Magazine Video and story feature “Around Town Hillsborough” Business NC Magazine feature on Historic Hillsborough USA Today includes Chapel Hill in a story for last minute Valentine’s Day Getaway spots Atlanta Journal Constitution mentions TerraVita in Southeast Food Festival roundup A Taste of Koko Austin, Texas food and travel blogger/social media digital influencer Jane Ko, of A Taste of Koko, highlights Chapel Hill and Carrboro during her visit to the October 2018 TerraVita Food & Drink Festival. Tales of Me & The Husband Boston blogger Bridget Hunt with Tales of Me & The Husband wrote of Chapel Hill visit during November 2018.
& communications 2018 - 2019 ANNUAL REPORT
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COMMUNITY PARTNERSHIPS & COLLABORATIONS 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 2018-19: Visitors Bureau representative serves as a member of Chapel Hill Downtown Partnership Board. 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. Service on the East Chapel Hill Rotary. Area event support included: • TERRAVITA FOOD & DRINK FESTIVAL • POLO CHARITY CLASSIC • BLUEGRASS FESTIVAL • THE ARTSCENTER PROGRAMMING • ACKLAND ART MUSEUM PROGRAMMING • SOUNDS OF FREEDOM GOSPEL FESTIVAL • 2ND FRIDAY ARTWALK
• EVERYONE IS WELCOME VW VAN FLOAT IN THE HILLSBOROUGH HANDMADE PARADE • COUNTY COMMISSIONER “EVERYONE IS WELCOME” RAINBOW RAM ENTRY IN THE 2018 CHAPEL HILL-CARRBORO HOLIDAY PARADE • PRESENTING PARTNER OF THE NEW APRIL 2019 CARS TOUR “OLD NORTH STATE NATIONALS” RACE AT THE ORANGE COUNTY SPEEDWAY
Visitors Bureau support of the Orange County Veteran’s Memorial. Sponsor of the 2018 University of North Carolina General Alumni Association Black Alumni Reunion Dinner at the Sheraton Chapel Hill Hotel.
community partnerships & collaborations Presented information to individuals at the NC Call Center (1-800-VISITNC) housed at the NC Women’s Correctional Facility in Raleigh.
Bureau’s travel and tourism related memberships • US Travel Association • Destinations International • North Carolina Travel Industry Association • North Carolina Travel & Tourism Coalition • North Carolina Restaurant & Lodging Association • North American Travel Journalists Association PAGE 14
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
FINANCIALS The Chapel Hill/Orange County Visitors Bureau is funded through the accommodations occupancy taxes collected by Orange County, NC. The Visitors Bureau receives an annual financial audit which highlights our county’s internal control policies, an exceptional year in travel and tourism, and prudent use of funds.
REVENUES AND EXPENDITURES 2018-2019 REVENUES 1% 2% 1%
occupancy tax
16%
fund balance used state arts grant investment earnings town of chapel hill support
80%
OCCUPANCY TAX
$1,671,718
80%
FUND BALANCE USED
$11,408
1%
STATE ARTS GRANT
$44,078
2%
INVESTMENT EARNINGS
TOWN OF CHAPEL HILL SUPPORT
TOTAL REVENUES:
$10,177
1%
$340,855
16%
$2,078,236
EXPENDITURES 1%
10% 11%
sales & marketing recurring capital arts commission operations
53%
operations/administration
25%
SALES & MARKETING
RECURRING CAPITAL
personnel services
$1,112,030
53%
$3,183
1%
ARTS COMMISSION OPERATIONS
$208,052
10%
OPERATIONS/ADMINISTRATION
$236,091
11%
PERSONNEL SERVICES
$518,880
25%
TOTAL EXPENDITURES
$2,078,236
2018 - 2019 ANNUAL REPORT
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