REPORTING PERIOD MAY 2014 – APRIL 2015
Table of Contents Content
Page Number
Staff Directory
3
Advertising
4-10
Brochures
11
Travel Shows
12
Small Meetings Market
13
Promotion Longview
14-16
Event Support
17
Economic Impact Analysis
18
Hotel Occupancy/ADR/Trends
19-21
Professional Development
22
Hospitality Training
23
What Do The Numbers Reflect
24
Staff Directory Carrie Fisher, Director of First Impressions Decedric Williams, Program & Project Assistant Ryan Polk, Tourism Director Shalee Faircloth, Intern Elaine Reynolds, Vice President Lisa Monsivais, Admin. Coord,/Membership Services Coord. Suzanne Brown, Sr. Team Leader/Advocacy & Comm. Dir. Paul Anderson, Senior Vice President Kelly Hall, President/CEO FTE = 4.5
Advertising
TourTexas.com AllAcrossTexas.com TX Forest Trails Online and Events Calendar Texas Tourism Industry’s Lead Generation Program See Texas First Newspaper Insert - (Houston, San Antonio, Dallas, Austin) County Line Magazine County Line Weekender Newsletter North East Texas Tourism Council Visitor & Events Guide & Map Texas Highways Magazine & E-Mag Texas Highways Events Calendar AAA Texas Journey & Southern Traveler Tour Texas E-Spotlight TX Highways E-News Exclusive Banner TTIA Facebook Fan Page Generation Co-op Texas State Travel Guide Trip Advisor TSAE Directory Facebook Generation Ad https://texaslodging.com/lodging Texas Monthly – Texas Tour & Meeting Guide Southern Living Houston Lifestyles & Home
Digital Ads
Longview Brochures The CVB has a subscription with a company called Certified Folder.
The brochures are available on line and are used as a first response piece to visitor inquiries.
Travel Shows Marketing Longview includes being part of the State’s marketing efforts. The CVB participates in a State Co-op program which provides us that opportunity. Travel Shows include: NETTC - Fort Worth Home & Garden Show NETTC - Woodlands Home & Garden Show TACVB - AARP Life@50+ National Event & Expo TACVB - Albuquerque Balloon Fiesta TACVB - NTA Convention TACVB - American Bus Association Convention TTIA’s Marketplace & Unity Dinner TX Forest Trails Assoc. - State Fair of Texas Texas Travel Counselors TSAE Connect Texas Small Meetings Market
Small Meetings Market The CVB sells Longview as a destination to what is called the SMERF market. The CVB also services meetings and conferences that choose Longview as their meeting location.
Promoting Longview Developing relationships and working in collaboration with key partners is a significant piece of our body of work. This includes working with: •
Travel counselors
•
Meeting planners
•
Regional, state, and national associations
•
Peers within the industry
•
Local associations
•
Texas Highways staff
•
Texas Parks & Wildlife visitor service staff
•
Travel writers
Publication: LPR July/Aug 2014
Promotional Products Promotional products are provided by the CVB when meetings, conferences, sporting events, and signature events are hosted in Longview.
Supporting Events Provided significant advertising support in State and Regional publications. Furnished shuttle transportation for the 2-day concert. In 2015 an Economic Impact Analysis is being conducted by the CVB.
Economic Impact Results Understanding our Market The CVB began contracting with Sarah Page Consulting to conduct an Economic Impact Analysis on signature events as well as major sporting events. To date the CVB has completed analysis on 2 events: •
Great Texas Balloon Race
•
TAAF Winter Youth Basketball
Upcoming Economic Impact Analysis: •
T-Bone Walker Blues Fest June 2015
Our analysis suggests the following key findings: The total economic impact of the TAAF Winter Youth Basketball Tournament on the City Longview was $618,000 - $2.4 million. The economic impact to local restaurants and drinking places was $220,507, the impact to local lodging providers was $345,113, the impact on the transportation sector was $25,034, and the retail impact was $27,345. An estimated 7.2 full time equivalent (FTE) jobs were created. There were an estimated 25,020 spectators, players, and coaches at the tournament. The average party size was 13.9 people, and the average length of stay in Longview was 2.25 days. The average per person per day spending was $92.67.
Weekly Occ (%) Feb 28, 2015 to May 16, 2015
Understanding Hotel Activity The CVB subscribes to Smith Travel Reports (STR) and receives weekly, monthly and quarterly reports to understand the hotel activity in the Longview market. The graph represents the hotel occupancy for the period of Feb. 28 – May 16, 2015 as compared to this same period last year.
75 70 65 60 55 50 45 28- 7-Mar 14Feb Mar
21Mar
28- 4-Apr 11Mar Apr
18Apr
This Year Last Year
25Apr
2916May May May
Knowing the Average Daily Rate Activity (ADR) The CVB receives weekly reports to see how the average daily rate is impacting the hotel activity in the Longview market. The graph represents the hotel ADR for the period of Feb. 28 – May 16, 2015 as compared to this same period last year.
Weekly ADR – Feb 28, 2015 to May 16, 2015 80
75
70
65
60
55 28- 7-Mar 14Feb Mar
21Mar
28- 4-Apr 11Mar Apr
18Apr
This Year Last Year
25- 2-May9-May 16Apr May
Monthly Occupancy Trends The CVB receives monthly reports to watch for trends that will impact the local economy as well as future budgets.
Monthly Percent Change
25 20 15 10 5 0 -5 -10 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Occupancy ADR RevPAR
Professional Development Texas Tourism Conference Texas Assoc. of Convention & Visitors Bureau (TACVB) Mid Winter and annual conference Texas Tourism Industry Assoc. Travel Summit (TTIA) Texas State Assoc. Executives(TSAE) The Film Friendly Texas Program Workshops Western Association of Chamber Exec – Academy Meeting Planner International Destination Marketing International
Hospitality Training The CVB began producing local FAM tours in 2009. The purpose of the tours is to introduce front line employees to our market to help enhance the visitor experience. Currently, the CVB hosts 3 tours annually attracting up to 120 attendees based on the year.
What Do The Numbers Reflect?
2014-2015
2013-2014
Groups Serviced
35
31
Hotel Rooms
7,986
7,134
Visitor Guides Mailed
15,465
19,031
Event Guides Mailed
4,098
n/a
E-Brochures Responses
4,618
3,687
Travel Center Brochures
26,700
23,220
Visitor Center Guests
1,373
1,754
Welcome Bags
4,221
4,033
Q&A