Merriam Visitors Bureau 2012 Annual Report a Message from the Director After an incredible year for tourism in 2012, the Merriam Visitors Bureau is excited to propel that same momentum into 2013. With a thoughtfully executed program of work, supportive city and community leaders, loyal partners in the tourism industry and a highly skilled staff, we feel confident that Merriam will remain a relevant and fitting choice for those visiting the metro region.
Karen Crane, CTA KDS
“Once you have traveled, the voyage never ends, but is played out over and over again in the quietest chambers. The mind can never break off from the journey.” - Pat Conroy
Visitors are savvy shoppers -- they want unique experiences and abundant amenities when choosing how and where to spend their travel dollars. Merriam recognizes that paying attention to trending visitor preferences and maintaining value are essential to new and repeat visitation in our community. Our tourism partners continue to meet these expectations with exceptional quality at a reasonable price. 2012 hotel data continues to post strong numbers -- a promising sign of sustained economic recovery and Merriam’s assurance to stay competitive within the region. With the exciting announcement of a new IKEA store coming to Merriam in 2014, we are thrilled to welcome this well-known furnishings retailer to our community. From job creation to tax revenue, this destination shopping experience will undoubtedly provide an even stronger boost to the economy as we all know that tourism is economic development and shopping is one of the leading tourism expenditures in the state of Kansas! As we work to maintain the quality, value and exceptional service we are known for, we thank you for your support of tourism in our community, our region and our great state. Tourism makes a difference -- thanks for doing your part by choosing Merriam… Next door neighbors to Kansas City!
2012 High
Continuing an aggressive marketing campaign is the key to our community’s ide launched 20 ad placements, received several media mentions and achieved a favo messages. Check out these highlights from the year:
‘Reasons’ to visit Kansas City Reason #14: All you need is love...
Tourism in Merriam
and a do not disturb sign!
2012 numbers at a glance
Enter to WIN
a regional Kansas City couples getaway!
kcdestinations.com
(Kansas City region)
Research reveals that couples who take vacations together are more satisfied with their relationships. KC Destinations invites you to explore all of the “reasons” to rekindle your romance in the Kansas City region this fall.
The Merriam Visitors Bureau, through our partnership with KC Destinations, launched a cooperative regional out-of-market summer campaign in southeast Kansas and southwest Missouri featuring all of the “reasons” to visit the Kansas City metro area. This campaign generated 686 entries, 2,686 web visits, and 2,965 new Facebook fans.
MLB OMG!
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Merriam welcomed over 387 visitors at Historic Plaza.
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Merriam generated 97,831 room nights and $6.1 million in total room revenue (Smith Travel Research, 2012).
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128,468 Kansas citizens work in the travel and tourism industry which makes it the 3rd largest employer in the state.
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Tourism generates $1.025 million in state and local tax revenue plus another $931million in federal tax dollars.
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TOURISM SAVES RESIDENTS MONEY! If tourism didn’t exist, each household in Kansas would have to pay about $917 MORE in taxes in order to maintain the current level of state and local tax receipts.
Merriam launched a social media fan appreciation contest designed to complement regional efforts to welcome All-Star fans to Kansas City for MLB’s 2012 All-Star Game at Kauffman Stadium. We also worked closely with participating Merriam hotels and businesses to provide visitors with themed discounts and special offers on the Visitors Bureau website.
Merriam welcomed Strawberry Hill Povitica -- and so did QVC “In the Kitchen With David” aired December 5th on QVC. After describing (and tasting) this delicious swirled dessert bread made right here in Merriam, Kansas, the QVC foodie fans bought out the inventory! Strawberry Hill Povitica was so popular, they’ve been invited back in 2013 and are now offering group tours of their Merriam bakery by appointment.
GOING THE EXTRA “SMILE”
Merriam hosted the Certified Tourism Ambassador training at Merriam Historic Plaza for 15 area hospitality workers who proudly serve our visitors. This program is a nationwide designation in over 17 states across the country (and growing).
hlights
entity, consistent outreach and repeat visitation. In 2012, the Bureau orable distribution to over two million people with our marketing
Furnishing joy Home furnishings are coming!!! Merriam announced the new IKEA store coming to Merriam in 2014. Need to redecorate on a budget? We invite you to do just that in the Fall of 2014. IKEA Merriam is expected to draw visitors from a six state region -- many of which will stay overnight in Merriam hotels.
We Y our visitors! On Valentine’s Day, the Merriam Visitors Bureau delivered Merriammade Valomilk Candy Cups at each hotel to randomly hand out to visitors or place in-room for a surprise chocolate treat.
Unique and eclectic Group tours At a combined 5 tour stops in Merriam, hundreds of people toured what we think is one of the best group itineraries in the region. Check out the tour offerings at exploremerriam.com (group travel).
Rocky Mountain Fever In August, we traveled across Kansas to meet with Colorado tour planners during the annual Tour Kansas showcase in Colorado Springs!
A new way to explore merriam Released the brand new www.exploremerriam.com complete with new features including a social media live feed, special offers and discounts, meeting and group tour guides, spotlight events, downloadable visitors guide, and information about our city and community.
TOUR TESTIMONIAL What can I say about Anton and Dan? They are masters! So different, so unique, people couldn’t pick a favorite stop. We are all still talking about what we saw. The instruments, the loft, everything. Thank you again! Your itinerary is the best! We all highly recommend it!!!! - Debbie Reschly, Columbia Parks and Recreation
SOCIALLY SPEAKING... Social media has made a huge impact on every major industry across the globe, and the travel and hospitality industries are no exceptions. Travel and tourism depends heavily on the use of word-of-mouth advertising to spread opinions and recommendations. Social platforms such as Yelp, Tripadvisor, Pinterest, Twitter and Facebook allow customers to easily share tips and offer suggestions, which can be extremely valuable when to others seeking input. Studies have shown that more than half of those surveyed changed their travel plans after researching their trip on social media sites. Eighty-five percent of travelers use their smartphones while traveling and share photos and updates on Twitter and Facebook. Here are a few of the top posts/comments/shares from our Facebook page in 2012:
JUNE 11, 2012 (virality: 11.11%) Flags 4 Freedom is only two short weeks away! What are your plans for the 4th of July holiday? Do they include stopping by a glorious field of 1,800+ flags to view the astonishing beauty of America’s patriotism and community spirit? If not, we invite you to pause and give thanks for your freedom and honor those who protect and serve, past and present. The event runs June 23 - July 6 in downtown Merriam. Hope to see you there!
Sept. 6, 2012 (virality: 23.32%) NOW OPEN: KC metro’s latest next-generation QuikTrip store opened its doors today in Merriam at the intersection of Johnson Drive & Eby Street (just east of I-35)! The new store features a larger food area, including a touchscreen for customers to place orders for hot and specialty cold drinks, smoothies and soft serve ice cream and a friendly barista to fill requests. Stop by and check it out!
Nov. 8, 2012 (promoted -- reach: 7,519 unique post views) What’s your favorite holiday recipe? Click on our contest tab above, add your recipe and enter to win a $50 gift pack from Strawberry Hill Povitica Company!
Merriam Visitors Bureau Karen Crane, Director karenc@exploremerriam.com 6304 East Frontage Road
DEC. 18, 2012 (virality: 10.78%) It’s official: Merriam has signed off on the new Ikea store at Johnson Drive and I-35. It’s on schedule to open in fall 2014. Are you looking forward to the housewares, the furniture, or the Swedish meatballs most?
Merriam, Kansas 66202 913.403.8999 | 866.707.6537 toll-free
www.exploremerriam.com