2022 Explore Fairbanks Annual Report

ANNUAL REPORT 2022

Letters from the MAYORS

The Fairbanks North Star Borough appreciates the outstanding efforts Explore Fairbanks diligently provides for our community. Explore Fairbanks is recognized throughout the local area and the State of Alaska as being champions for the tourism industry and the reasons are evident; innovative marketing strategies, creative programs, strategic partnerships and a strong vision are clearly communicated and acted upon to grow our community. Explore Fairbanks puts our community first, and the tourists get to see that firsthand. Thank you, Explore Fairbanks, for all your contributions and loyalty to our Fairbanks North Star Borough!

Bryce J. Ward, Mayor Fairbanks North Star Borough

Explore Fairbanks is an integral part of the Fairbanks economy let alone the tourism industry. With a full recovery of post pandemic tourism coming to Alaska, Explore Fairbanks, again, leads the way in bringing visitors, guests, events and symposiums to Fairbanks. The dedicated staff and directors of Explore Fairbanks continue to advertise Fairbanks and its many attractions. Of all the organizations of Interior Alaska, Explore Fairbanks is certainly the champion of the marketing of our wonderful town. As an organization, Explore Fairbanks is the exceptional medium where all local tourism businesses can congregate with one voice to advance the marketing of Fairbanks in the correct directions. Explore Fairbanks is recognized throughout the world travel industry for its exceptional standards, attention to detail and care for guests when they host events.

David Pruhs, Mayor City of Fairbanks

I am delighted to share with all Alaska-bound travelers in this marketplace the genuine level of expertise that Explore Fairbanks has always brought, and will continue to bring, to the promotion of our City of North Pole. Our City certainly values the partnership with Explore Fairbanks that attracts so many visitors to our area. By identifying the plethora of attractions, tour operators and travel agents that cater to the fulfillment of so many tourists’ “dream vacations” by use of robust media, we see an upward expansion of year-round activity that shows we should surely surpass activity levels of the recent past. Excellent job, Explore Fairbanks!

Michael Welch, Mayor City of North Pole

Message from the Board CHAIR

2022 was a remarkable year for the regional visitor industry, with markets that were largely nonexistent the last two years (Cross Gulf of Alaska cruise land tour passengers, international visitors, highway travelers) making their return. Though those numbers were below 2019 levels, their return was met with a sigh of relief as they indicated a return to normalcy that we all have eagerly awaited.

Perhaps most remarkable for 2022 were the record bed tax collections received by all three local governments, with total receipts topping $7.2M, dramatically surpassing the 2019 collections of $5.8M. Those record numbers not only benefited Explore Fairbanks, but also the governments collecting them, and, in turn the Fairbanks community as a whole. Bed tax revenues are just one of many examples of how the regional visitor industry is such an important economic driver and the important role Explore Fairbanks plays in growing the industry for the benefit of all.

It has been an honor to serve as your Board Chair. I want to thank the forward thinking, resilient team at Explore Fairbanks for all of their hard work and dedication, as well as to my fellow board members, amazing partners, and government and community supporters. Together we are tourism strong and I am confident that there will be even greater successes in the years to come.

Kory Eberhardt

A Taste of Alaska Lodge

2022 Board of DIRECTORS

Kory Eberhardt, Chair

A Taste of Alaska Lodge

Kathy Hedges, Chair Elect

Northern Alaska Tour Company

Buzzy Chiu, Past Chair

Premier Alaska Tours

Adriel Butler, Treasurer

Aurora Expeditions

Ralf Dobrovolny, Secretary

1st Alaska Tours

Scott McCrea, President and CEO

Explore Fairbanks

Gina Kalloch

World Eskimo-Indian Olympics

Elizabeth Griswold

Pike’s Waterfront Lodge

Tracy Zadra

Alaska Railroad

Greg Allison

GOOD Canabis

John Scherzer

Westmark Fairbanks Hotel & Conference Center

Danielle Hayes

HAP Alaska-Yukon

Erica Moeller

The Roaming Root Cellar

Andy Anger

University of Alaska Fairbanks

Community & Technical College

Carly Nelson

Wedgewood Resort, Fountainhead Hotels

Doug Toelle

Running Reindeer Ranch

Jimi Cash, Ex Officio Fairbanks North Star Borough Assembly

Lonny Marney, Ex Officio Fairbanks City Council

2022 Year In Review

The post-pandemic recovery in the regional visitor industry that was witnessed in 2021 carried over into 2022, with a continued surge of independent travelers along with the return of the Cross Gulf of Alaska cruise land tour passengers, international visitors and highway travelers.

Explore Fairbanks resumed its pre-COVID marketing tactics and messaging to include attending in-person trade shows and consumer shows both domestically and internationally, increases in familiarization tours for media as well as travel trade, and an increase in Explore Fairbanks generated meetings and conventions held here in Fairbanks.

While return to visitation was solid, the workforce woes of 2021 continued in 2022, an issue affecting every industry nationwide. Explore Fairbanks was not immune with the organization having difficulties hiring vacant positions; closing out 2022 with 15 fulland part-time employees, down from the 22 employees we had in April of 2019.

Record Bed Tax Collections for Fairbanks North Star Borough, City of Fairbanks & North Pole

The greatest sign of positive recovery in the regional visitor industry could be found in the record high bed tax collections. All three government entities—Fairbanks North Star Borough, City of Fairbanks and City of North Pole—reported record collections every month, with more than $7.2M in total collections for the year, far surpassing the previous record of $5.8M in 2019. While there was a 5% increase in occupancy rates, higher average daily rates (ADR) were the primary contributing factor, with hotels reporting a 22% increase over 2021 and short-term rentals with a 13% increase.

HOTEL/MOTEL TAX RECEIPTS BY SEASON

Condor Returns to Fairbanks

for 20th Anniversary; FAI Sees Growth Over 2021

After two years of no service, Condor Air returned to Fairbanks in June with its weekly summer flights to Frankfurt. The return marked the 20th anniversary of the service. Additionally, summer 2022 saw the return of United Airlines (direct to Chicago) and Delta Air Lines (direct to Minneapolis). For the year, combined arrivals and departures were up by 15% over 2021 and down by only 11% from 2019. The winter months (Jan to April/Oct to Dec) accounted for most of the the growth with a 37% increase over 2021.

Morris Thompson Cultural & Visitors Center Visitation Numbers Skyrocket Over 2021

Explore Fairbanks Visitor Services staff greeted and provided customer service to 98,333 visitors at the Morris Thompson Cultural and Visitors Center, an increase of 64% in visitation compared to 2021. Like 2021, many visitors were arriving with little to no planning on what to see and do while in Fairbanks and required much more assistance than in years past. Visitor Services staff also answered more phone calls and emails monthly than they did pre-COVID, demonstrating that our organization is seen as the respected authority in sharing information about our destination.

Explore Fairbanks Produces New Aurora Viewing Map & Guide

To continue positioning Fairbanks as the premier aurora destination in the world, Explore Fairbanks produced the brand-new Aurora Viewing Map & Guide. The guide is intended to help demystify aurora chasing in the Fairbanks area by providing helpful tips and an easy-to-read map featuring aurora viewing locations.

Fairbanks Hosts SATW Western Chapter Conference

In February, Explore Fairbanks hosted the Society of American Travel Writers Western Chapter Meeting. The conference was attended by 45 visiting travel writers, associate members and guests for a four-day trip in the Fairbanks area that included visits to local museums, North Pole, Chena Hot Springs as well as activities including aurora viewing, dog mushing and walking with reindeer. Pre- and post-meeting trips were also offered that included trips above the Arctic Circle, to Denali and to Delta Junction. Fairbanks received extensive media coverage in a variety of outlets as a result of the conference.

Connecting With Community

In partnership with the U.S. Army Garrison Alaska Fort Wainwright, UAF, Fairbanks Economic Development Corporation and the Greater Fairbanks Chamber of Commerce, Explore Fairbanks continued the Fort Wainwright Newcomers City Tour which helps orient new soldiers and their families to the Fairbanks community. In 2022, 1,435 soldiers took part in the tour, an 18% increase over 2021.

In December, Explore Fairbanks held its inaugural Golden Heart Giving event at Lat 65 Brewing Company, raising over $3,000 for the Fairbanks Rescue Mission. A warm clothing driving was held in conjunction with the event with many hats, mittens, socks and coats being donated from local visitor industry businesses. This new program will replace the previously held Visitor Industry Walk for Charity.

Industry Partners Recognized at Annual Banquet

The Explore Fairbanks Annual Banquet was a 70’s themed soiree held at the Birch Hill Recreation Center.

• The Golden Heart Award was presented to Willy Vinton of the Fountainhead Antique Auto Museum.

• The Aurora Award was presented to Tanana Chiefs Conference.

• The Jim and Mary Binkley Award was presented to Lisbet Norris of Arctic Dog Adventure Co.

• The Raven Award was presented to Pike’s Waterfront Lodge.

• Matt Atkinson, Brett Carlson and Lee Kenaston of Northern Alaska Tour Company were inducted into the Tourism Hall of Fame.

• The President’s Award was presented to Fairbanks North Star Borough Mayor Bryce Ward.

Marketing And Outreach

TOURISM AND MEETING SALES

Hosted 18 international and domestic familiarization tours (FAMs) attended by 78 travel trade participants. Explore Fairbanks partners provided close to $80,000 of in-kind support towards the FAMs.

Participated in 29 domestic and international trade shows, 3 consumer shows and 5 virtual travel trade shows/trainings resulting in appointments, contacts and exposure with more than 3,500 tour operators and travel agents.

Generated 11 meetings and conventions bookings with 2,085 attendees, 5,135 room nights and an estimated direct attendee spending (EDAS) of $2.4M

MEDIA RELATIONS

Hosted 23 media tours with 37 participants.

Issued 10 press releases to 16,913 media contacts.

Answered 423 media inquiries requesting photos, regional information, fact checking, potential filming and more.

Conducted 31 media interviews.

GOLDEN HEART GREETERS

18 Golden Heart Greeters assisted with conferences, community events and personal greets, donating 149 hours of service.

SOCIAL MEDIA

421,377 followers – up 9%

7,050 followers – up 2%

35,411 followers – up 12%

PHOTOS: Mickee McGuire (2), © State of Alaska/Chris McLennan, Explore Fairbanks, © Amy J. Johnson, Kari Bodnarchuk, Explore Fairbanks Staff

Explore Fairbanks 2022 TEAM MISSION STATEMENT

Scott McCrea

President and CEO

Dawn Murphy

Director of Finance and Administration

Francine Zannou

Executive and Finance Coordinator

Amy Geiger (through July)

Kasey Gillam

Director of Communications

Kasey Gillam (through July)

Assistant Director of Communications

Jerry Evans

Public Relations Manager

Mickee McGuire

Social Media Manager

Angie Cerny

Branding and Production Coordinator

Amalia Phillips (through March)

Internet Marketing Specialist

Bill Wright

Director of Tourism and Meeting Sales

Ed Malen (through Mid-May)

Tourism Senior Sales Manager

Tyler Chiles

Tourism Sales Manager

Leslie Young (through September)

Jesse Pfeffer

Meetings & Convention Sales and Services Manager

Shara Shewfelt

Tourism and Meeting Sales and Services Coordinator

Charity Gadapee Director of Visitor Services and Partnership Development

Alanna McBrayer Manager of Visitor Services and Partnership Development

Bob Eley

Kai Doak

Jared Cagwin

Julia Parzick

Visitor Information Specialists

Elke Brosin

European Contractor

East West Marketing (through June)

China Contractor

The mission of Explore Fairbanks is to be an economic driver in the Fairbanks region by marketing to potential visitors, optimizing the visitor experience, and advocating for a thriving year-round visitor industry.

Resiliency