Merriam Visitors Bureau 2014 Annual Report

EXPLORE

MERRIAM KANSAS

NEXT DOOR NEIGHBORS TO KANSAS CITY

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2014 ANNUAL REPORT

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DIRECTOR’S

MESSAGE .....................................

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The wise and very prominent Henry Ford once said, “If everyone is moving forward together, then success takes care of itself.” Indeed it does, as 2014 resulted in a remarkable outcome for visitor spending in Merriam.

Following an outstanding comeback year in 2013, we were able to build upon that energy in 2014 partly due to the supportive partnerships within and beyond our own city boundaries. Working together inspires forward momentum and Merriam continues moving forward year after year with our city leaders, citizens, visitors, tourism partners and neighbors keenly by our side.

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“IF EVERYONE IS MOV ING FORWARD TOGETHER, THEN SUCCESS TAKES CARE OF ITSELF.”

Last year, Smith Travel Research reported a strong 59.2% occupancy and $62.75 average daily rate in Merriam lodging properties, resulting in a 14% climb in overall hotel revenue. That revenue generates an overnight guest tax which supports many city festivals and events, capital improvements and the entire Visitors Bureau department. In fact, state and local revenues from visitor activity represents $500 in savings per household in Kansas. Working together to make visitors feel welcome saves money for the locals!

Another BIG thing that stimulated economic impact in 2014 (and many years to come) is the new IKEAMerriam which opened its doors in September.

Working together with this internationally known furnishings retailer proved, once again, that partnerships help a community prosper. From job creation to impressive tax receipts, working together to develop community amenities creates visitor spending and strengthens Merriam.

As we celebrate our efforts in 2014, our work is never done and there is more success yet to come.

With our dedicated staff, a strong commitment to Merriam’s visitor market and supportive community partnerships, we know that we will continue moving forward with industry champions like you.

We thank you for your support of travel and tourism in Merriam.

Karen Crane, CTA KDS

D I R EC TO R MERRIAM VISITORS BUREAU

We went mobile! m.exploremerriam.com is now responsive based on the size of your screen!

In the spring, the CVB launched the first-ever magazine style Community & Visitors Guide.

Distribution was impressive as every household in Merriam received a copy in their mailbox.

To celebrate 150 years as a community, 26 people climbed aboard a trolley for a tour of Merriam’s historic sites and markers.

Additionally, the Campbellton to Merriam historic exhibit was permanently moved to Historic Plaza so visitors can learn about our heritage and development yearround.

Our top post featured the IKEA sign making its way to Merriam. The post reached 6,672 people, was clicked on 588 times, ‘liked’ 76 times, and shared 56 times.

Merriam enjoyed great regional and national media coverage in 2014 with big-time news including the grand opening of the IKEA-Merriam, MLB’s World Series, Big 12 promotions, What’s Your KC Destination and Black Friday campaigns and Merriam’s 150th celebration.

HIGHLIGHTS . ................................................

Merriam hosted a recordbreaking number of people on group tours. Over 800 people sampled Povitica, rocked out at GuitarLamp, sipped a shake at Georgetown Pharmacy or learned how instruments are crafted at K.C. Strings!

NUMBERS .......................................

59.2% HOTEL

Got game? Merriam did, as we hosted a FREE shuttle for all Merriam hotel visitors to the Big 12 Men’s Championship games. Our ridership was small, but praise was high from those who found value in this new offering.

Hosting travel writers is fun and can yield FREE feedback on blogs, in print and on social channels. Merriam welcomed two writers in 2014 who wowed us with their digital coverage post-visit.

2014 BY THE

Speaking of marketing, the CVB placed 26 out-of-market advertisements generating 2.7 million views/impressions through all combined media efforts (print, radio, digital and social) in 2014.

OCCUPANCY $5M+ OVERALL HOTEL REVENUE .......................................

600 VISITORS

W A L K - I N

to MERRIAM HISTORIC PLAZA

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16,000

VISITOR GUIDES DISTRIBUTED

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4 0 0 SE ATS AT THE

IKEA-MERRIAM R E STAU R A N T .......................................

2.7 MILLION

On Valentine’s Day, the CVB delivered Valomilks (Merriam’s most beloved candy) to area hotels for random guest distribution and visitor appreciation.

MARKETING IMPRESSIONS

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Education is key when touting the importance of tourism. The CVB presented to over 200 people on various topics including social media, visitor tips, building better itineraries and more!

2,035

SOCIAL MEDIA FANS

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TOP POST:

588 CLICKS

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92 GEOCACHE FINDS

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1 NEW FACE AT THE CVB OFFICE

THE POWER OF TRAVEL How 33.7 million visitors impact the Kansas economy

How visitors spend their money

Where visitors spend their money

FOOD

SHOPPING

ENTERTAINMENT

ACCOMMODATIONS

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TRANSPORTATION

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28%

24%

16%

16%

16%

8%

WESTERN HIGH PLAINS

35%

CENTRAL PRAIRIE

9%

FLINT HILLS

48%

EASTERN WOODED HILLS

$6 BILLION Direct visitor related spending ($9.5B total) $556 MILLION State and local government revenues Each household in Kansas would have to pay $500 to generate this visitor-driven revenue.

91,000 JOBS Greater than the population of Lawrence Source: Tourism Economics, Calendar Data 2013, 2014.

See you in 2015!

Follow along to see what we’re up to…

MERRIAM VISITORS BUREAU

WWW.EXPLOREMERRIAM.COM 913.403.8999 | 866.707.6534

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6304 EAST FRONTAGE ROAD MERRIAM, KANSAS 66202