20 21
BUSINESS PLAN
| MISSION To advocate for the tourism industry and promote Lake Charles/SWLA as a dynamic destination serving our visitors and community.
| VISION A world-class destination where residents and visitors stay and play.
| CONTENTS FROM THE PRESIDENT/CEO
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STRATEGIC PLAN HIGHLIGHTS
4
RECOVERY CAMPAIGN
6
COMMUNICATIONS 7 COMMUNITY DEVELOPMENT
10
SALES/SERVICES 1 1 TOURISM 13 VISITOR INFORMATION
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TEAM 15
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| FROM THE PRESIDENT/CEO As everyone has learned over the past year, the path forward is not always clear nor straight. Planning for 2021 is contingent on outside factors that the team at Visit Lake Charles have very little control of or impact on. In fact, last year started out to be the largest economic impact and best year in history for the tourism economy of Southwest Louisiana. However, in March, Covid-19 shut down the industry sending hotel occupancy to the lowest weekly rates ever and effectively stifled the entire culinary scene of the Lake Area. Hurricanes Laura and Delta came ashore in August and October, physically impacting tourism assets and the entire community. Available hotel rooms were initially down well over 50%; restaurants and attractions have been slow to reopen; the Creole Nature Trail All-American Road received both wind and water damage that will require repairs into 2021, and the CVB office/welcome center on I-10 in Lake Charles was severely damaged and will be closed for reconstruction well into the first quarter. The good news is that Southwest Louisiana was able to secure events for future dates that were not able to be held in 2020 and continue existing contracts. The staff is looking forward to hosting the LHSAA state championships in boys’ basketball, softball, baseball, and swimming as well as Future Stars Series National Championships, Pro Watercross National Championship, Garden and Gun Cast and Blast, LNG World Summit, and USA Boxing National Championships - that were scheduled to be hosted here in 2020 but that have moved their events to 2021. It is obvious that the desire to bring meetings and events to SWLA is still positive around the nation! It is difficult to predict the return of leisure visitors and meetings/conventions/events with both the pandemic still affecting travel and the physical damage that was sustained by our destination. However, the CVB is optimistic that Southwest
Louisiana will see a significant return of those travelers during 2021. We are forecasting a slow first quarter, but we are seeing trends that make me believe that April and beyond could be a boost for business. However, it will probably be 2022 or 2023 before Calcasieu Parish gets back to the economic impact baseline that was achieved in 2019. In late 2020, Visit Lake Charles released a Community of Resilience video that showcased the hardworking people of Southwest Louisiana banding together and working with outside groups to lend a helping hand to neighbors and business owners across the region. Moving forward in 2021, the communications team is working with Miles Partnership on a transitional campaign that will lead us back to previous messaging that highlights Louisiana’s Playground and the juxtaposition that exists with the beauty of the outdoors mixed with the luxurious qualities of our casino resorts. That eclectic mix along with our culture, music and delicious food create an allure for leisure travelers seeking something authentic for a getaway. We are also looking forward to businesses and attractions being built back bigger and better than ever! As you walk through the Business Plan, you can see the goals, strategies and global view of what staff is planning to promote Southwest Louisiana and support the events, groups and organizations looking to bring business to the Lake Area. Visit Lake Charles is using the latest technology to track the impact of travelers including origin markets and interactions with marketing and our website. The 2021 plan will ebb and flow to meet the demands and possible shifts in travel trends based on real-time information. We invite you to participate in our programming, share our stories and be part of the impact of tourism in Southwest Louisiana. Together, we are SWLA proud and #SWLAstrong!
Kyle Edmiston, CDME President/CEO
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| STRATEGIC PLAN HIGHLIGHTS
VLC BUSINESS PURPOSE
VISION A world-class destination where residents and visitors stay and play. MISSION To advocate for the tourism industry and promote Lake Charles/SWLA as a dynamic destination serving our visitors and community. VALUES We believe in: Impassioned Hospitality: Our servant attitude ensures that we deliver exceptional experiences to our stakeholders and our visitors. Strategic Collaboration: We know that—with the right partners—we can accomplish more. Authentic Kindness: In all our endeavors, we exercise intentional care and compassion. REPUTATION We will be known as: • Innovative and impactful leaders in the industry. • A transparent and efficient organization. • Credible and dedicated tourism professionals. POSITION VLC is the only organization in SWLA providing advocacy, promotion, and education for the tourism industry through: • Cutting-edge marketing and sales programs. • Industry leadership and collaboration with elected leaders/stakeholders. • Programs, partnerships, and communications that foster the visitor economy and develop the destination.
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2021-2023 STRATEGIC PLAN ■ IMPERATIVES
■ OBJECTIVES
■ INITIATIVES
Refine data-driven marketing and sales decision-making.
•
1.
•
•
Year-over-year growth in ADR, at least 0.5% above inflation. Year-over-year growth in campaign ROI percentage, over 2020 baseline. Better targeting of visitors, measured by a bounce rate below 60% by 2023.
2. 3.
4. 5.
Partner and advocate to develop our destination.
•
• •
Amplify our organizational effectiveness.
•
•
Identify criteria and execute a process to retain an agency of record. Execute a visitor behavior study. Develop and implement an approach to transition VLC to a flexible marketing strategy. Redesign our sales data collection partnership with hotels. Strategically expand our data fluency in all departments.
Year-over-year growth in aggregate score on community/stakeholder survey. Destination master plan completed by 2021 Year-over-year growth in earned partnership value (EPV) average score over 2020 baseline.
1. Create a destination master plan. 2. Expand “Destination SWLA” beyond hotels and add partners to Extranet. 3. Research, design, and implement a tourism ambassador program. 4. Redesign a rigorous process to review and approve grants and co-ops. 5. Design and implement a monthly communication to partners and stakeholders. 6. Design a community engagement program for all VLC staff.
Year-over-year growth in employee engagement score (Gallup Q12.) Bring all whole systems model category scores to 4.0 or higher by 2023.
1. 2. 3. 4. 5.
Optimize our organizational structure. Conduct a facility needs assessment. Catalog and assess the effectiveness of our technological systems. Grow our culture of accountability through 360 evaluations. Thoughtfully redesign internal communications and staff meetings.
Visit Lake Charles is the only organization in Southwest Louisiana providing advocacy, promotion, and education for the tourism industry. | 5
Step One
| RECOVERY CAMPAIGN
RE•SIL•IENCE
The capacity to recover quickly from Hurricanes Laura and Delta. As the Lake Area recovers from Hurricanes Laura and Delta, the resiliency imagery and messaging both point to the spirit of the people of Southwest Louisiana while communicating the rebuilding process. The overarching theme highlights positive motion and the strength of character that is prevalent in the culture of the people of Southwest Louisiana.
Step Two
RE•CON•NECT
The remarkable support to restore Lake Charles. Once businesses and heavily impacted areas of town move beyond the immediate activity of recovering from the storms, the resurgence of new buildings or refurbished areas will spark connectivity as more and more residents are able to move from place to place to regain awareness of offerings in Southwest Louisiana. This activity will multiply over time and result in people reconnecting and reengaging with the community.
Step Three
RE•DIS•COV•ER
Louisiana’s Playground is reopen. Let’s explore Lake Charles. With the Lake Area fully restored and rebuilt, the breadth of offerings from culinary to the great outdoors and culture to gaming resorts, will be shared through local success stories and eye-catching visuals that clearly showcase that Louisiana’s Playground is ready to welcome visitors to rediscover the destination. This final step in the evolution of messaging would also pinpoint new activities or businesses to experience.
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COMMUNICATIONS |
COMMUNICATIONS GOALS & STRATEGIES 2021 ■ GOAL: Increase the number of contacts in the CVB’s travel writer database by at least 10% by Q3 2021. STRATEGIES: • Create a consistent, engaging e-news media update to tell the story of recovery and highlight the heartfelt strides made by business owners, locals, and cultural organizations. • Utilize Zoom and other technologies to conduct interviews among locals and writers who are outside the area to enhance stories about Southwest Louisiana. • Develop and share fresh photos, videos and information
•
Consult Arrivalist data, Google Analytics, Visa Ad Measurement Study, and Entrada to determine the effectiveness of marketing campaigns that run throughout 2021.
•
Utilize Longwoods International’s metrics to measure
results. _______ ■ GOAL: Increase partner logins to the Extranet by 20% by the end of 2021. STRATEGY: Collaborate with all departments at Visit
sources with travel media and influencers. _______
Lake Charles to devise digital newsletters and create a
■ GOAL: Increase the total number of PlayLIST subscribers by 10% over 2020.
opportunities and deadlines. _______
STRATEGIES: • As attractions and businesses rebuild, leverage newsworthy content in advertorial and story-telling programs. • Employ effective communications tools such as the Visit Lake Charles blog, Chuck Talks and social media to build awareness of developments in the Lake Area and
■ GOAL: By the beginning of the fourth quarter, migrate
partner orientation page on VisitLakeCharles.org to display
and launch a freshly redesigned VisitLakeCharles.org website with a mobile-first approach. STRATEGIES: •
website redesign project by February 2021.
lead users to “learn more” by subscribing. _______
•
■ GOAL: Increase number of visitors to the destination
•
by 5% over 2020.
Launch a mixed media campaign to inspire consumers to choose Southwest Louisiana as a vacation destination and drive campaign traffic to VisitLakeCharles.org.
Conduct SEM research to analyze site traffic, search data and industry trends to generate sitemap recommendations. Review wireframe and functionality designs on mobile devices and analyze top pages for VisitLakeCharles.org to optimize the user-experience for people looking to
STRATEGIES: •
Complete the RFQ process & award vendor for the
explore Southwest Louisiana. •
Utilize the latest technology to enhance in-market mobile experiences.
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2021 ADVERTISING HIGHLIGHTS Full-page ads in Garden & Gun, reaching
Full page ads, 200,000 promo & brand ROS
a national audience of 1,600,000 educated
ads, 2 Facebook ads, one Instagram sponsored
and passionate readers engaged in a brand
post, two Twitter posts, one Traveling Texan
experience that offers a unique sense of
Trip Planner formatted listing, and two SOV
travel, adventure, style, and sophistication.
articles with Texas Monthly, the authority on the Texas scene, covering music, the arts,
Full-page ads and interactive online contests
travel, restaurants, museums, and cultural
in Austin Monthly & San Antonio Magazine,
events with its insightful recommendations.
reaching an audience of 256,000 readers and 251,000 newsletter subscribers, as well as
A strategic casino cooperative media buy
364,000 online page views per month.
with our partners to create awareness of Lake Charles/Southwest Louisiana casinos as a
Targeted display ads on Houston Chronicle’s
destination for Texas in markets outside of
Chron.com, as well as three branded content
Houston using a variety of tactics, including
pieces, high impact cinema & superhero
hyper local mobile targeting, advanced
units, branded content and two targeted
audience targeting, search retargeting and
e-mail blasts.
OTT demographic targeting.
Hoffman Media has the creative and editorial
To promote the numerous outdoor offerings
flexibility to craft a program perfectly-sized
in Louisiana’s Playground, we will run ads
to fit the ongoing marketing goals of Visit
in a variety of publications & websites,
Lake Charles. The loyal readers of Louisiana
including the Golf Louisiana brochure,
Cookin’, Southern Cast Iron, Southern Lady
GolfTrips.com, Louisiana Outdoor
and Taste of the South turn to their editors
Adventures brochure and Texas Outdoors
for insight into the South’s hidden gems and
Journal.
can’t-miss destinations. Advertising includes full-page ads in issues of Louisiana Cookin’,
A digital media buy through Miles
Southern Cast Iron, Southern Lady and Taste of
Partnership will focus on programmatic
the South, as well as sponsored e-newsletters
display, native, pre-roll, and connected TV.
and social posts.
The encompassing plan will target families, couples, weekend get-a-way seekers and
Madden Media will promote a story-telling
staycationers with an affinity for culinary
features with a custom-designed, interactive
experiences, outdoor/nature, gaming resorts
web page, adding a captivating visual
and golf. Out-of-state DMAs include Houston,
element which invites the reader to engage
Dallas, Tyler and Beaumont-Port Arthur.
with interactive photos, videos and links. With 35,000+ clicks, the stories can bring 90% new visitors to websites and boost time on page 3.5 times longer than site averages.
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COMM. EDUCATION & TRAVEL
1. STS Domestic Showcase 2. Simpleview Summit 3. DigiMarCon South 4. STS Marketing College 5. PRSA Conference 6. Louisiana Outdoor Writers Association Convention 7. ESTO – US Travel 8. TBEX Conference 9. Keep Louisiana Beautiful 10. Louisiana Culinary Trails Restaurant Takeover 11. SATW Annual Conference 12. SEOPA Annual Conference 13. Simpleview CMS Fall User Group
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| COMMUNITY DEVELOPMENT
COMMUNITY DEVELOPMENT GOALS & STRATEGIES 2021 ■ GOAL: By July 2020, have 40% of information shared by Visit Lake Charles submitted directly from stakeholders, including governmental organizations, community residents, social and health organizations, economic development, business and industry, and not-for-profit organizations. STRATEGY: Position Visit Lake Charles as the community resource for promotion by establishing and growing relationships with partners by attending open meetings and participating in events. Cultivate strategic partnerships with volunteer centers, volunteer connection agencies, foundations, governmental agencies, etc. _______ ■ GOAL: CVB staff to participate in quarterly volunteer events and have 50% of staff engaged as members in at least one civic organization. STRATEGY: Support and promote an online volunteer calendar system to improve the success of volunteer and relief efforts while strengthening relationships with VOADS, nonprofits, and emergency officials. _______ ■ GOAL: Review events and check-in with planners weekly to promote initiatives supporting the community’s long- and short-term needs while being a resource for community groups. STRATEGY: Engage with community organizations and individuals on the planning, development, implementation, and promotion of projects, events, products, and services that enhance the quality of life for Southwest Louisiana residents.
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SALES/SERVICES |
SALES/SERVICES GOALS & STRATEGIES 2021 ■ GOAL: Build booked meetings and convention
■ GOAL: Achieve a 15% increase in the total room nights
numbers back to 50% of 2019 room nights by the end of
booked from 2020 in the Sports Tourism market segment
calendar year 2021.
by the close of 2021.
STRATEGIES:
STRATEGIES:
•
•
Leverage the Meeting Incentive Program as a tool to encourage meeting planners to bring their events to
participants by continuously evaluating and
SWLA while also working with partners to identify
balancing the availability of facilities along with the
opportunities to entice new clients, events, meetings
greatest potential economic impact on Southwest
and conventions. •
Maximize prospects of bringing in teams and
Attend a variety of meeting planner organization
Louisiana. •
Maintain strong communication efforts with rights
events within drive markets to develop prospects and
holders and facility operators to enhance possibilities
strengthen relationships.
of bringing in additional sporting events. •
PARTNER OPPORTUNITIES Quarterly Hotel Meeting Dates: Q1: Feb. 23, 2021 Q3: Aug. 17, 2021 Q2: Apr. 20, 2021 Q4: Nov. 30, 2021
Implement MeetingMax hotel booking software for visitors to secure rooms for sporting events being held in SWLA. This software tracks bookings in realtime, providing insights into the hotel booking habits and trends of teams/participants.
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SALES EDUCATION & TRAVEL
1.
PCMA Convening Leaders
2. LHSAA Annual Convention 3. Louisiana Tourism Leadership Academy 4. Louisiana Entertainment Summit
DESTINATION SWLA PROGRAMMING Management Level: March 31, 2021 - 8:30 AM June 1, 2021 - 8:30 AM Sept. 30, 2021 - 8:30 AM Dec. 7, 2021 - 8:30 AM
Front Line Staff: July 19, 2021 – 9:00 AM Oct. 19, 2021 – 9:00 AM
5. Rendezvous South 6. Sports ETA Sports Event Symposium & CSEE 7.
Your Military Reunion Conference
8. Simpleview Summit 9. STS Marketing College 10. Weddings with Style 11. Louisiana USSSA Hall of Fame Induction
■ GOAL: Increase the average daily rate (ADR) in Calcasieu Parish by 0.5% at year-end over the 2019 ADR numbers. STRATEGY: Monitor ADR numbers from the Smith Travel Report to educate and inform hotel partners on progress made toward this goal and book quality events that encourage
12. Treasures of Marilyn’s Bridal Show
utilization of a variety of hotel properties.
13. S.P.O.R.T.S. - The Relationship Conference/
_______
USOC Sales Calls 14. LSAE Annual Convention 15. Small Market Meetings Conference 16. Louisiana SGMP
■ GOAL: Rebuild booked group business nights from the social, military, education, religious and fraternal (SMERF) market segment by year end to 50% of 2019 room nights.
17. TEAMS Conference & Olympic SportsLink
STRATEGY: Promote Visit Lake Charles to meeting planners of
18. Simpleview CRM Fall User Group
the SMERF market on national and local levels. Hold quarterly
19. USSSA Conference 20. ASA/USA Softball Annual Meeting
NEW 2021 EVENT FACTS Rendezvous South •
May 10-12, 2021
•
2 Day Trade Conference
•
50 Meeting Planners brought to SWLA
•
250 Total Room Nights
•
Economic Impact: $150,000
LNG Summit (Rescheduled from 2020) •
November 2-4, 2021
•
First International Conference hosted in
SWLA- Bringing in Global LNG Leaders
•
500 Total Room Nights
•
300 Attendees
•
Economic Impact: $237,628
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in-person meetings with local partners that are instrumental in bringing in SMERF groups and events. ______ ■ GOAL: Grow the SWLA Hotel Community Facebook Page to 150 active members by the end of the year. STRATEGY: Weekly communication posts on the SWLA Hotel Community Facebook Group coupled with quarterly visits with hotel partners and stakeholders to provide relevant information and create a sense of connectivity within the hospitality industry.
TOURISM |
TOURISM EDUCATION & TRAVEL
1.
STS Domestic Showcase (virtual)
2. American Bus Association Marketplace 3. Travel South Global Summit 4. RTO Summit East 5. Spotlight on the Southeast 6. US Travel - IPW 7. Great Day! Group Leader Travel Marketplace 8. Rey Royal Excursions TX/LA Mission 9. Travel Week (Brand USA) 10. RTO Summit South 11. NTA Travel Exchange 12. Travel South International Showcase
TOURISM GOALS & STRATEGIES 2021 ■ GOAL: Increase VisaVue cardholder count
■ GOAL: Increase international media exposure
by 10% over Quarter 3 of 2020 by the end of 2021.
by 5% over 2019 based on Meltwater data.
STRATEGY: Track international travel to Southwest
STRATEGY: Utilize IMM (International Media
Louisiana while keeping the destination top-of-mind
Marketplace) databases and contacts made in 2020
with operators by sharing recovery and rebuilding stories
to share recovery and rebuilding content with
relevant to each market. _______
international media that can showcase Southwest
■ GOAL: Maintain established relationships by
Louisiana’s resiliency. _______
averaging 40 contacts per month with both the
■ GOAL: Work with existing motor coach tours to retain
domestic and international operators.
activities within the 5-parish Imperial Calcasieu region
STRATEGY: Utilize virtual meetings until face-to-face
until Southwest Louisiana amenities are available.
meetings can safely occur to provide new images, videos,
STRATEGY: Update product knowledge and work
and other area assets to sustain relationships with
collaboratively with the other four Imperial Calcasieu
domestic and international tour operators and encourage
parishes to preserve tour business.
additional contracting by receptive tour operators.
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VISITOR INFO. & ADMIN. EDUCATION & TRAVEL
| VISITOR INFORMATION VISITOR SERVICES GOALS & STRATEGIES 2021 ■ GOAL: Add a Live Chat virtual visitor interface on
1. LTA Strategic Planning Mtg. 2. Destinations International (CDME) & Board Meetings 3. Brand USA Marketing Round Tables & Board Meetings 4. Destination Capitol Hill 5. US Travel Board Meeting 6. LACVB Meetings 7. Government Finance Officers Association Spring Conference 8. ESTO – US Travel 9. Lt. Governor’s Summit on Tourism 10. US Travel – IPW 11. USA/China Summit (Brand USA) 12. Destinations International Visitor Services Summit 13. Finance, Operations & Technology Summit 14. Travel South International Showcase
VisitLakeCharles.org to allow tourist information to assist online and offline visitors by July of 2021. STRATEGY: Collaborate with the Communications Department to identify clear and effective ways to interact with visitors virtually and make potential visitors aware of this option.
_______ ■ GOAL: Improve visitors’ self-service abilities by adding free Wi-Fi at the Lake Charles Welcome Center by September of 2021. STRATEGY: Reconfigure Wi-Fi with AT&T fiber for business with at least a 250M signal strength, develop signage or other instructional experiences that can inspire visitors to explore attractions throughout the area using free Wi-Fi at the Lake Charles facility.
_______ ■ GOAL: Obtain an overall average rating of four on TripAdvisor for Visit Lake Charles visitor centers and personnel by the end of 2021. Also, use available technology for Tourist Information Manager to educate staff on trends and advances in visitor services strategy monthly. STRATEGY: Tourist Information Manager regularly checks and addresses any issues expressed by visitors on TripAdvisor to improve visitor services’ positive impressions in our area. TI Manager interacts with other DMOs through one-on-one communication, conferences, seminars, or webinars to gain insight into how others continue to enhance the ability to serve the public need.
CONVENTION & VISITORS BUREAU 1205 N. Lakeshore Dr, Lake Charles, LA 70601 800-456-SWLA | VisitLakeCharles.org CREOLE NATURE TRAIL ADVENTURE POINT 2740 Ruth St., Sulphur, LA 70665 337-502-4358 | AdventurePoint.info
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| VLC STAFF
KYLE EDMISTON, CDME President/ CEO
SHANNA LANDRY, CDME Director of Administration & Satellite Office
HEATHER SAVOIE Accounting/ HR Director
ALECIA ACOSTA Finance/Administration Assistant
CINDY JOHNSON Special Projects/Film Location Manager
ANNE TABER KLENKE Tourism Director
TAYLOR BEARD STANLEY Senior Sales Manager
TARA JOHNSON Sales Manager
KAITLYN GALLEGOS Community Development Officer
ANGIE MANNING, CDME Communications Director
COLTEN MILLER Publications/Systems Manager
AMOS ORR Digital Marketing Strategy Manager
WILL PRECHT Senior Media/Public Relations Manager
KATHRYN SHEA DUNCAN Media/Public Relations Manager
MELISSA TRAHAN Tourist Information Manager
KRISTEN SHIVER Tourist Information Weekend Manager
WILL NIDECKER Adventure Point Guide/ Project Manager
ERIC ZARTLER, CDME, TMP Sales Director
| VLC BOARD OF DIRECTORS
JONATHAN RINGO, CHAIR Calcasieu Parish Police Jury
WILLIE MOUNT, VICE CHAIR Chamber Southwest
MARK LAVERGNE Southwest Louisiana Festivals
ROB KING Southwest Louisiana Restaurant Association
NIMESH “NICK” ZAVER, LAUREN SECRETARY COOPER TREASURER West Calcasieu Community City of Sulphur Center Authority
KANE MITCHELL West Calcasieu Association of Commerce
MIKE BUCKLEY Southwest Louisiana Lodging Association
EDWINA MEDEARIS City of Lake Charles
SHONDA MANUEL Arts & Humanities of Southwest Louisiana
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VisitLakeCharles.org #VisitLakeCharles #LouisianasPlayground
