Visit Loudoun Annual Report 2010-2011

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ANNUAL REPORT Loudoun Convention & Visitors Association June 2010 - June 2011 Annual Report


Our Vision Our Objectives for Fiscal Year 2011

Our Mission

The mission of Visit Loudoun is to generate economic benefits for Loudoun County and its jurisdictions through marketing Loudoun as a visitor destination.

1. Generate visitor spending in Loudoun County and its jurisdictions through a market segment approach to maximize local tax relief from visitor spending. 2. Serve as the programmatic arm for tourism on behalf of Loudoun County and the tourism and hospitality industry. 3. Sustain cooperative programs between Visit Loudoun, lodging properties, and attractions to position Loudoun County’s research-based destination brand and become the tourism hub in Northern Virginia. 4. Coordinate a year-long community awareness program to inform residents of the impact from visitor spending and the resulting quality of life benefits to the community. 5. Utilize the Loudoun Destination Foundation and its charitable capabilities to expand private funding for tourism industry prosperity. Design by n2design, inc. ~ www.ntwodesign.com

Visit Loudoun’s vision for tourism in Loudoun is to be a “must visit” destination supported by the community that recognizes the economic and quality of life benefits that come from sharing our home with visitors. We seek to be the preferred East Coast wine country experience.


LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT


Officers Board of Directors

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Carolyn Howell, Chair Dulles Golf Center & Sports Park Warren Breaux, Vice-Chair Lansdowne Resort Lori Corcoran, Secretary Corcoran Vineyards Gerald Caliguire, Treasurer Washington Dulles Airport Marriott Patrick Kaler, President & CEO Loudoun Convention & Visitors Association

Vicki Bendure, Bendure Communications Felix Bighem, BMW of Sterling Chris Browne, Washington Dulles Airport Marriott Prem Devadas, Salamander Hospitality Roberta East, Fields of Flowers Beth Erickson, The Journey Through Hallowed Ground Partnership Genie Ford, Print Management Inc. Ellen Goldberg, Briar Patch Bed & Breakfast Inn Jackie Gosses, Homewood Suites Leesburg Jay Landers, Recreational Vehicle Industry Association Len Maenza, Leesburg Corner Premium Outlets Greg Miller, PM Hospitality Strategies Amy Cross Monroe, Tourism Advocate Alison Rubin, B.F. Saul Company Hotel Division Carrie Whitmer, Lightfoot Restaurant

Ex-Officio Members

Gary Clemens, Clerk of Circuit Court, Loudoun County and Loudoun Destination Foundation Marantha Edwards, Town of Leesburg Thomas Flynn, Loudoun County Economic Development Bill Gibson, National Conference Center (Immediate Past Chair) Tony Howard, Loudoun County Chamber of Commerce Cindy Pearson, Town of Middleburg

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

officers, board & staff

2011 Staff

Patrick Kaler, President & CEO Rick Webster, Interim Director (8/2010-3/2011) Cheryl Kilday, President & CEO (to 8/2010) Greg Harp, Director of Program Operations Jeremy Harvey, Vice President, Destination Marketing Jennifer Ritter, Director of Sales Karin Aaron, National Sales Manager Brian Jenkins, Director of Marketing Janet Tamassia, Content Manager Stacey Sheetz, Marketing Communication Manager Wendy Ferrigno, Community Sales Manager Naomi Kurzyna, Project Specialist Jennifer Christie, Project Specialist Sharon Wells, Visit Loudoun Brochure Delivery

Visitor Center Hosts Anna Fasolo Roberta Fasolo Jennifer Gardner Patti Hartle Martha Kling Nancy Phillips Pat Stevenson


LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT


Dear Loudoun Tourism Industry & Friends,

As we wrap up 2011, I’d like to thank you for the opportunity to serve as the Visit Loudoun board chair over the last 2 years. The Loudoun Tourism industry, the board members, Loudoun County, and the talented team at Visit Loudoun have illustrated the great team work it takes to market a destination successfully. 2011 brought a change in leadership at Visit Loudoun as we welcomed a new President and CEO, Patrick Kaler. The Visit Loudoun Board of Directors conducted a nationwide search for a new leader and we are excited to have Patrick taking the organization into the future. With the change in leadership Visit Loudoun continued to achieve positive economic impact for Loudoun County and had a highly productive year through innovative programs and dedicated professionals.

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In 2011 Visit Loudoun focused on event development

not only solidifies the relationship of Visit Loudoun

opportunities that generated visitation and provided

with county staff and its elected officials, but also serves

regional and national recognition for the destination

as a “stamp of approval” that recognizes the important

brand. Success was achieved and industry support for

role Visit Loudoun plays as the primary organization

major events such as North Face Endurance Challenge,

responsible for creating economic growth through

National Paintball, and Destination Races’ Virginia Wine

tourism in Loudoun County.

Country Half Marathon provided national exposure. Our

As we look to the future, there are many changes ahead for

ability and continued efforts to attract and support these events will result in greater visitor spending.

Carolyn Howell, Board Chair

Visit Loudoun and with change comes new perspective and opportunities. We look to you, our industry partners,

A new five-year Memorandum of Understanding (MOU)

to continue to work with us as we implement the plans

was signed between Visit Loudoun and the county this

you helped develop and to become the destination we

year, which went into effect on July 1, 2011. This MOU

envision.

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

Letter from the Board Chair


LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT


Loudoun County Tourism Constituents and Partners,

Visit Loudoun is charged with marketing Loudoun County as a premier business and leisure destination. Loudoun County, or DC’s Wine Country, as it has also come to be known, is rapidly developing into a regional center for new business – enhanced by a coveted quality of life and proximity to the Nation’s Capitol; the significance and importance of tourism to this equation cannot be understated. Last year, the tourism industry in Loudoun County continued to generate over $1.4 billion in direct economic impact while supporting 15,581 hospitalityrelated jobs. While in Loudoun County an overnight leisure guest will leave $941.60 in the county.

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patrick kaler, President & CEO

In addition to the economic benefits of tourism, DC’s Wine Country enjoys continued growth and development of projects that enhance the lives of locals as well as visitors. Enhancements to Loudoun’s offerings to leisure and group business over the last year include the addition of 91 hotel rooms, the addition of the Village at Leesburg with new restaurants, retail and nightlife including a multiplex movie theater. DC’s Wine Country also boasts over thirty wineries and tasting rooms, more than any other wine destination in the Virginia Commonwealth. In 2010, Loudoun County began a three year commitment to host a new signature event, Virginia Wine Country Half Marathon, welcoming over

2,000 runners and their families and friends while showcasing the vibrant rural/agricultural region of Loudoun. While the economy continues to recover, Loudoun County will carry on to see a positive impact on business as key indicators improve. Visit Loudoun will keep on strategy and renew our focus in seizing new and innovative opportunities to further enhance our competitiveness as a destination. Our dedicated staff will continue to make our marketing relevant to target audiences and aligned with our product experiences and partners. I look forward to even greater success in marketing our unique Loudoun tourism experiences. More visitors mean more hotel stays, restaurant reservations, sales in the retail shops and guests to area attractions. More visitor spending will ultimately translate into additional jobs and more economic benefit for our great county.


LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT


Fiscal Year 2011 Organization Program Highlights

During the past year, Visit Loudoun implemented a new strategic plan, and with it, led the destination forward in new directions with innovative initiatives. While engaging with the industry, strengthening communications, and providing more educational opportunities, Visit Loudoun strived to provide additional value to partners and increase economic impact.

Program highlights during the year include: Industry Accreditation — Visit Loudoun’s 10

accreditation was renewed under the Destination Marketing Association International’s Destination Marketing Accreditation Program for 2011. The program recognizes destination marketing organizations that meet or exceed industry standards. Visit Loudoun was accepted under the program for five years in 2008 and is accredited under the program through March 31, 2013.

Visit Loudoun Three-Year Strategic Plan — Developed in the spring and early summer of 2010, and adopted by the Visit Loudoun Board of Directors in July 2010, Visit Loudoun’s Three-Year Strategic Plan was put into place. The new strategic plan streamlined the number of market segments the organization will focus on and included stronger communications component, along with educational programming for the industry, which was a key priority from industry input sessions.

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

PROGRAM HIGHLIGHTS


Visit Loudoun University — Visit Loudoun University is Visit Loudoun’s education initiative that includes a variety of seminars and information programs designed to keep the industry connected, learning, and collaborating with Visit Loudoun and with one another. Visit Loudoun University includes four components: monthly Friday Tourism Forums, monthly Resource Hours, quarterly FAM tours, and the Certified Tourism Ambassador (CTA) Training Program. Programs held this year included: • Electronic Marketing and PR with the Virginia Tourism Corporation • The Journey Through Hallowed Ground Partnership & Certified Tourism Ambassador Program

Industry Communications — In an effort to further enhance communications between Visit Loudoun and the Loudoun tourism industry, new industry-focused Facebook and Twitter accounts were launched. The sites are business-to-business and offer the latest news, information, tips, and trends affecting the industry. The Facebook page is “Loudoun Tourism Industry” and the Twitter account is @LoudounTourism.

Corporate Partnerships — Visit Loudoun continued a partnership with the Washington Redskins in FY11. Consumer focused marketing and promotion was integrated in a variety of Redskins media distribution opportunities

including email, Internet, and program advertising. In July 2010, Visit Loudoun also hosted a mobile visitor information center at Redskins Training Camp in Ashburn. A “girlfriends getaway” themed overnight package was developed for implementation during FY11 was postponed due to the impact of the NFL lockout.

Research — Visit Loudoun produced a new Lodging Study of hotels, motels, and B&Bs in the county. The purpose of the study was to determine the percentage of occupancy driven by thirteen market segments, annual occupancy percentages, travel party information, and top leisure feeder markets. Based on the research, from 2007 to 2010, Loudoun County lodging room inventory increased by 20%; an overall addition of 1,127 rooms.

• Location-Based Social Media, Group Coupons, and QR Codes • Trip Advisor Reviews • Industry Panel on Social Media • Visitor Trends

Overall Lodging Customer Segmentation

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Individual Corporate/ Business Travel

30.9%

Convention/Meeting/Group

41.0%

Visiting Friends and Relatives (VFR)

9.1%

Leisure - Weddings/ Family Events

5.4%

Leisure

5.2%

Group Tour

5.2%

Other

3.9%

TOTAL

100%

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

PROGRAM HIGHLIGHTS


Tourism Industry Presentations — Visit Loudoun was invited to present at several national industry conferences on a variety of topics. In October, Jeremy Harvey spoke at VA-1 on Visit Loudoun’s social media initiatives. In July, Harvey spoke at the Destination Marketing Association International’s (DMAI) Annual Convention on utilizing video in destination marketing. In September, Harvey also authored an article for DMAI’s enewsletter on utilizing video for destination marketing titled, “DMO’s: Destination Moviemaking Organizations.”

Visit Loudoun Awards and Honors — Visit

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LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

Loudoun was recognized this year for its social media efforts. • The @VisitLoudoun Twitter account was named the #3 “DMO Tourism Professionals Love to Follow.” • “Top 100 Most Influential Tourism Professionals on Twitter” Vice President, Destination Marketing Jeremy Harvey was named #47 • Visit Loudoun was named one of the “People and Places to Watch 2011” by Sports Events Magazine.

PROGRAM HIGHLIGHTS


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LOUDOUN CONVENTION & VISITORS ASSOCIATION ANNUAL REPORT PROGRAM HIGHLIGHTS LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT 2010-2011


Marketing Program Highlights

Website — Visit Loudoun launched a new, updated website for VisitLoudoun.org in December of 2010. The site offers users information about Loudoun experiences, and features; events, packages, enhanced integration with social media, and a blog feed, as well as sophisticated mapping and trip planning tools. The site also features:

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• A robust calendar with hundreds of upcoming Loudoun events • Visit Loudoun’s Emmy® Award-winning video series • High-quality photos and a 360-degree virtual tour of several destinations • Detailed descriptions of experiences including the arts, recreation, golf, heritage, towns and villages, shopping, and spas • A special section on DC’s Wine Country

and 28 wineries, as well as Loudoun’s Destination Restaurant program and culinary experiences • A downloadable official Loudoun Visitors Touring Guide • An interactive trip planning feature to help visitors select, organize, map, and print their itinerary • A Travelocity booking feature to help tourists book flights, accommodations, and transportation

• Getting married? Need a meeting location? Our site also offers free wedding and meeting planning services. The updated weddings and meetings web pages allow visitors to browse venues and vendors and request personalized service from a dedicated Visit Loudoun staff member. In addition, meeting planners can submit an RFP or request for information directly via the Visit Loudoun site. Visit Loudoun continued its contract with electronic marketing agency, Jennifer Barbee, Inc. (JB Inc), to assist with an electronic marketing campaign strategy as well as media placement. Along with ongoing search engine optimization (SEO) and search engine marketing (SEM), Visit Loudoun launched a series of targeted campaigns throughout the year to increase online presence and drive web traffic. Campaigns promoting travel to Loudoun during the winter holidays, Valentine’s week, and a Summer campaign were seasonal focuses. Visit Loudoun’s consumer focused blog, VisitLoudounBlog.com, saw increased readership. Overall, the site generated 6,400 visits and 9,200 page views.

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

MARKETING PROGRAM HIGHLIGHTS


The blog provides news, updates, and other information in more detail to consumers and visitors, and offers another interactive platform for engagement with visitors.

Social Media — Visit Loudoun continued social media focused efforts in 2010, maintaining Facebook and Twitter accounts initiated in previous years. Facebook pages for Visit Loudoun, with a destination-wide focus, and DC’s Wine Country, for a Loudoun with a food and wine focus, were promoted and managed. Twitter accounts were promoted and managed following the same outreach plan. In total, the number of fans on Visit Loudoun Facebook pages increased by 225%, while Twitter saw growth of 126%. The Visit Loudoun social media strategy stayed consistent: to continue to publicize the brand in a human, relatable way, and to engage fans and followers and convert consumers to brand evangelists. New for FY11, Visit Loudoun added to its social media assets with weddings-focused and meetings-focused Facebook pages.

Video Content Marketing — Visit Loudoun’s library of video content continued to show great return on investment. Nearly 50 videos were hosted on 14 sites including YouTube.com, TravelChannel.com, Triporia.com, and EatDrinkorDie.com. A total of more than 86,000 views were generated this fiscal year, an 84% increase from the previous year for a total to date of 195,036.

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In an effort to continue the success of the earlier video marketing campaign Visit Loudoun developed a new campaign. Titled “Get Lost in Loudoun,” the concept of this new video campaign was an “Amazing Race”-style reality show web series. Visit Loudoun conducted casting calls in select cities, including Austin, Atlanta, Chicago, Philadelphia, Washington, and Baltimore. Seeking to secure a cast of four 25-35 year old men and women, the show would feature a series of locations, challenges, competitions,

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

PROGRAM HIGHLIGHTS


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and experiences. Once the cast was selected, and the locations and experiences for each episode developed, production commenced in mid-June for a 14-day shoot. The production was fortunate to have beautiful weather during the shoot, and lots of great footage was captured. The series launched in September of 2011.

Visit Loudoun sponsored the production of the “Guide to Civil War Loudoun,” a publication of the Loudoun Civil War Sesquicentennial Committee. The guide includes information on Loudoun Civil War stories including the people, places, and events that were significant during that period of American history.

Promotions — Visit Loudoun continued Consumer Publications — Visit Loudoun developed a new “lure brochure” designed to entice potential visitors to discover the many and varied experiences Loudoun has to offer. The brochure is a booklet style piece with many stunning new images provided by local photographers and limited but focused copy. The call to action on the piece is to push consumers to the website, accessible through a QR (quick-read) code, and Visit Loudoun’s social media sites.

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

the popular Loudoun Wineries Passport program. The program was incorporated into the popular Touring Guide to DC’s Wine Country and included 20 Loudoun wineries. Visitors to Loudoun wineries could enter to win a weekend in Loudoun by obtaining stamps at five wineries. Lo u d o u n PA S S P o RT

To use this printed passport, visit any of Loudoun’s 29 participating wineries and tasting rooms. When you are there, ask a staff member to stamp their cork below. After receiving five (5) stamps, from the businesses listed below, tear off this panel and return it to any participating winery, or mail it to the address below for a chance to win. loudoun heights cluster

waterford cluster

Doukénie Winery p 6

Village Winery and Vineyards p 27

loudoun heights cluster

potomac cluster

Hillsborough Vineyards p 7

Fabbioli Cellars p 34

loudoun heights cluster

potomac cluster

Breaux Vineyards p 8

Lost Creek Vineyards & Winery p 35

loudoun heights cluster

potomac cluster

Notaviva Vineyards p 9

Hidden Brook Winery p 36

loudoun heights cluster

potomac cluster

North Gate Vineyard p 10

Tarara Winery p 36

loudoun heights cluster

mosby cluster

Quattro Goomba’s Winery p 42

Bluemont Vineyard p 11

loudoun heights cluster

mosby cluster

Chrysalis Vineyards p 43

Bogati Bodega p 15

loudoun heights cluster

9/21/10

12:49 PM

2010 ADVERTISEMENT FOR VISIT LOUDOUN Publication: VA Travel Guide Ad Size: 1/2 page horizontal

NEW! Coming June 2011

Virginia Wine Country Half Marathon

Experience Loudoun, Virginia: DC’s Wine Country® Wine Country V Cute Towns V American Heritage V Farm-to-Table Dining V Scenic Byways

VL.

Advertising — As part of Visit Loudoun’s new strategic marketing direction, the traditional print advertising campaign was streamlined to allow the organization to focus more on digital marketing, media relations, and video production. Visit Loudoun continued to include both the Virginia is for Lovers Travel Guide and the Official Visitors Guide to Washington, DC as the main media print outlets for FY11. A cooperative advertising opportunity was developed and implemented in the Virginia Golf Guide and Golf Styles Magazine.

mosby cluster

Hunters Run Wine Barn p 18

The Boxwood Winery p 46

waterford cluster

mosby cluster

8 Chains North p 19

Barrel Oak Winery Middleburg p 49

waterford cluster

harmony cluster

Loudoun Valley Vineyards p 20

Willowcroft Farm Vineyards p 52

waterford cluster

harmony cluster

Sunset Hills Vineyard p 21

harmony cluster

Casanel Vineyards p 55

waterford cluster

harmony cluster

Hiddencroft Vineyards p 25

Dry Mill Vineyards & Winery p 56

waterford cluster

Corcoran Vineyards p 26

NAmE (pLEASE priNt) AddrESS

StAtE

Radio — Visit Loudoun participated in

Zephaniah Farm Vineyard p 53

waterford cluster

Crushed Cellars p 23

EmAiL AddrESS

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mosby cluster

waterford cluster

City

VA-Travel-Guide_D3.pdf

Swedenburg Estate Vineyard p 44

29 Vines p 15

The prize was provided by the Goodstone Inn & Estate in Middleburg, and included a twonight stay, a $100 credit for dinner, a full country breakfast, and afternoon tea.

Photo courtesy of Jim Hannah.

Visit Loudoun produced an updated edition to its Touring Map and Visitors Guide. This publication provides a detailed map and comprehensive listings for all of the tourism products in the county. The map also includes information on scenic byways, heritage areas, wine clusters, destination restaurants, the visitors center, and more.

Zip

All participants who return a completed passport (with at least 5 stamps) will be entered to win the grand prize. One stamped passport per person. Contest runs July 1 through June 30 each year and the grand prize drawing is held the following month. The Loudoun Passport program is subject to change without notification.

Visit Loudoun, Attn: Loudoun Passport Program 112-G South St, SE, Leesburg, Virginia 20175

MARKETING PROGRAM HIGHLIGHTS

a cooperative radio advertising campaign with the Journey Through Hallowed Ground Partnership. The six-week campaign, which


during May and June, promoted travel through the Journey and included partners such as the Frederick, Maryland and Gettysburg, Pennsylvania CVBs.

Events — The 2011 Wine Bloggers Conference was held in Charlottesville in July. Visit Loudoun leveraged marketing and promotion of the event by becoming a sponsor, which provided the opportunity to conduct a pre-conference familiarization tour of Loudoun for 25 bloggers. Visit Loudoun escorted the bloggers to several wineries and destination restaurants, and the tour resulted in extended destination awareness within the wine blogging community and numerous favorable blog posts.

CivilWar

Civil War Sesquicentennial — 2011 marks the 150th anniversary of the start of the American Civil War, and Visit Loudoun sought to establish Loudoun as a destination for Civil War travelers. Visit Loudoun served on the Loudoun Civil War Sesquicentennial Committee as well as the county’s representative to the Virginia Civil War Sesquicentennial Commission. Visit Loudoun supported multiple initiatives that resulted in significant achievements, including: • Launched new Loudoun Civil War website • Seven new Virginia Civil War Trail markers

(details under “Product Development”) • Sponsorship of the “Guide to Civil War Loudoun, Virginia” (details under “Publications”) • Public relations and marketing support of committee-sponsored events Visit Loudoun also launched a website dedicated to Loudoun’s Civil War history to leverage the 150th anniversary of the start of the Civil War. CivilWar.VisitLoudoun.org, is an immersive sit that features animated effects with moving snow. Virginia Civil War artists Mort Kunstler and Keith Rocco donated two Loudoun-themed Civil War paintings for the website homepage and technology allowed the site to bring the images to life. The site offers an overview of Loudoun’s Civil War past, through stories of the people who lived and fought here, and the places where they fought and fell. Along with articles written by prominent historians and authors, and members of the Loudoun Civil War Sesquicentennial Committee, the site offers visitors a state-ofthe-art online engaging experience through a series of interactive, high-definition videos and 360-degree views of Civil War sites, both public and private. Visitors can also walk through a timeline of major Civil War events as well as search for current Civil War events happening every week.

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Product Development — In partnership with the Loudoun Civil War Sesquicentennial Committee, seven new

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

MARKETING PROGRAM HIGHLIGHTS


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Virginia Civil War Trails markers were installed

Media Relations — As a result of the

Goodstone Inn and Estate hosted the media

at historically significant locations around

direction set by the new strategic plan, Visit

group overnight.

the county. Part of the legacy project of the

Loudoun implemented numerous programs

committee, these markers tell visitors and

Visit Loudoun began its proactive media

to increase the amount of earned media for

outreach in February with an event in

the destination. A new position, director of

Richmond. “A Taste of Loudoun,” was an event

media relations, was created and filled. Primary

where nearly twenty central Virginia media

responsibilities of the position is to generate

came to experience a meal provided by the

local and regional earned media for the

chef and staff of The Goodstone Inn and Estate

destination, host media visits, and manage a

and was paired with selected Loudoun wines.

public relations agency contract.

The event helped establish relationships with

Second, the public relations agency, Tucker

Virginia media and generated several articles

(3 markers: Foiling the Trap,

PR of Dallas, was hired via a RFQ process.

and blog posts.

Truly Frightful, In the Wake of Antietam)

The firm, which began its contract in January,

Visit Loudoun also hosted numerous

• Leesburg: Lee Comes to Leesburg

organized a press trip for the spring. In April,

journalists for site visits and familiarization

• Lovettsville: The Independent

five media representatives came to Loudoun

tours this year, many in partnership with

for a four-day press experience. Visit Loudoun

Virginia Tourism Corporation, Capital Region

• Sterling: Ambush at Anker’s Shop

escorted the media to several wineries,

USA, the Journey Through Hallowed Ground

• Waterford: Unionist Stronghold

attractions, and destination restaurants. The

Partnership, and Destination DC.

residents of the history that happened in that area, and many are interpreted for the first time. Visit Loudoun sponsored markers and provided fifty percent of funding. The remaining fifty percent was provided by site owners and volunteer groups. Locations include: • Unison: The Battle of Unison

Loudoun Rangers

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

MARKETING PROGRAM HIGHLIGHTS


LOUDOUN2010-2011 CONVENTION & VISITORS 2010-2011 ANNUAL REPORT MARKETING PROGRAM HIGHLIGHTS LOUDOUN CONVENTION & VISITORS ASSOCIATION ANNUAL REPORT ASSOCIATION


Media Coverage Highlights July 2010

November 2010

MAR 27, 2011 – “Tracing Blood Brothers (Civil

JUL, 2010 – “Loudoun Eyed as Site for Social

nov 21, 2010 – “Cycle Through Loudoun’s Past

Media Confab,” Loudoun Business JUL 2, 2010 – Fox 5 “Hometown Fridays” on location in Leesburg for four hours JUL 14, 2010 – “Civil War buffs and wine lovers should like Leesburg,” Times Community Papers JUL 27, 2010 – “After 15 years, Loudoun’s tourism chief is hitting the road,” The Washington Post

and Future,” PiedmontVirginia.com “Discover DC’s Wine Country: Loudoun County,” SwirlSipSnark.com nov 29, 2010 – “Famous Cookie Recipes from Around the Globe (Cow Puddles from Virginia),” SharingTravelExperiences.com nov/DEC, 2010 – “16 Sites to See (Oatlands),” Preservation

War 150 reenactment Ball’s Bluff),” Boston Globe, Sunday Edition MAR 30, 2011 – “Good to Go: Doner Bistro” The Washington Post

August 2010 aug, 2010 – “Virginia is for Groups,” Meetings South AUG 9, 2010 – “The Oatlands,” PamelasPunch.com

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AUG 13, 2010 – “Casual New England-style seafood heads to Loudoun,” Washington Business Journal AUG 22, 2010 – “A Civil War state of mind,” The Washington Post

September 2010 fall, 2010 – “Weddings Unveiled,” Weddings Unveiled Magazine Fall 2010/OCT 1, 2010 – “Cycle Through Loudoun’s Past and Future,” PiedmontVirginia.com

October 2010 OCT 7, 2010 – “Loudoun County to host Virginia

Wine Country Half Marathon,” Examiner.com OCT 21, 2010 – “Best Small Town Getaways: Middleburg, Virginia,” SouthernLiving.com OCT 13, 2010 – “Why We Love to Drink Local,” SwirlSipSnark.com OCT 19, 2010 – “Cycle Through Loudoun’s Past and Future,” PiedmontVirginia.com “The State of ‘locapour’ around Washington,” WashingtonPost.com

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

December 2010 Winter 2010 – “Baby, It’s Cold Outside,” Virginia Wine Lover dec, 2010 – “A Fine Little Village (Waterford),” Virginia Living Magazine

February 2011 Feb 3, 2011 – “Kaler named Visit Loudoun president and chief executive officer,” NorthernVirginiaBusinessNews.com Feb 8, 2011 –“Visit Loudoun for a taste of DC’s Wine Country,” Examiner.com Feb 10, 2011 – “Taste of Loudoun Dinner,” TheGoodWineGuru.com Feb 11, 2011 – “Loudoun, DC’s Wine Country: Clusters of Divine Wine and Dine!” CVilleUncorked.com

march 2011 mar, 2011 – “Vibrant and Venerable (Loudoun Meetings),” Meetings Focus South Magazine MAR 1, 2011 – “Complimentary Visit Loudoun Wedding Planning Services,” Examiner.com MAR 6, 2011 – “Hunt Country Themed Wedding – Don’t Miss this Bridal Event,” Examiner.com

MARKETING PROGRAM HIGHLIGHTS

april 2011 apr 13, 2011 – “More great garden events from

Gozaic Historic Destinations,” Gozaic.com apr 3, 2011 – “Unforgettable (Ball’s Bluff),”

The Washington Post apr 10, 2011 – “Traveling from battlefield to battlefield for 150 miles,” The Oregonian, Sunday Edition

may 2011 MAy 11, 2011 – “Washington, D.C.’s Hidden Wine Country,” NY1.com MAy 29, 2011 – “Friendly B&B in Leesburg, Va (Norris House),” The (Hackensack, NJ) Record

june 2011 jun 1, 2011 – “Mid-Atlantic States: High Power

Potential for Meetings,” Western Association News jun 1, 2011 – “Best of Middleburg,” Washingtonian jun 6, 2011 – “Loudoun County Food,” MenWhoLiketoTravel.com jun 16, 2011 – “Civil War Travel: Loudoun County, Virginia,” PeterGreenberg.com jun 23, 2011 – “Loudoun County, VA, Civil War Heritage Highlighted During Sesquicentennial, Yorkblog.com jun 21, 2011 – “Loudoun County Restaurants: Northern Virginia Culinary Scene,” PeterGreenberg.com


Direct Sales Highlights

Visit Loudoun’s direct sales program primarily focused on the sports market and the needed product development to attract new types of tournaments. A significant amount of research was completed by Visit Loudoun to develop potential courses for events such as half marathons, Iron Man competitions, and Mud Run obstacle courses. Meetings and weddings were also a primary focus of our sales efforts. In addition to phone sales calls, appointments, site visits, and tradeshow exhibits, the sales team initiated a sales blitz to Frederick, MD and performed several sales presentations to organizations such as United Motorcoach Association, Booz Allen Hamilton, Loudoun County Public Schools, and Reston/Herndon Meeting Planners. Visit Loudoun also implemented the “Loudoun On the Go” program where the sales staff joined with the marketing team to bring Loudoun to Richmond, VA. Visit Loudoun’s direct sales team actively participated in several national, regional, and state professional associations to develop ongoing and new relationships from which to generate sales leads and bookings.

The following program highlights summarize the sales activities for the year: Tradeshows — A key component of

to keep Loudoun as an option during the bidding process. Visit Loudoun exhibited at 10 tradeshows to generate group business. The primary market segments targeted through tradeshow activities included sports, associations, religious groups, military reunion groups, and multiple markets that include SMERF, corporate, and association. Visit Loudoun exhibited on behalf of the destination at all of these shows and utilized co-op partnerships with the Virginia Tourism Corporation, Loudoun County Department of Parks, Recreation, and Community Services, and Loudoun hotel partners.

Familiarization Tours — A great way for planners to see and experience Loudoun first hand, Visit Loudoun conducted familiarization tours for wedding planners, religious planners, CRUSA international travelers, Military reunion planners, and DC Metro Food Tours.

the sales strategy is to get in front of those

Social media — To keep in touch

planners that are doing business now and

with clients and update them on new things

happening within Loudoun, Visit Loudoun created Facebook pages for meeting planners and the weddings market. Sales staff also joined several meeting planner groups on LinkedIn.

events —Big Wins for Loudoun! Visit Loudoun bid on the inaugural Symposium on the Use of Social Media in Tourism conference through a nationwide voting process and won the conference, beating out much larger destinations such as Orlando, Chicago, Nashville, and many others. Visit Loudoun hosted the inaugural conference which brought in tourism industry social media gurus and bloggers nationwide. This conference also received coverage through social media and The Washington Post.

21

Loudoun hosted the Destination Races Wine Country Half Marathon and the Spartan Races for the first time. Our team traveled to Oregon and Sonoma, CA to promote out of town attendance the Wine Country Half Marathon. Both of these events are expected to become signature events for Loudoun.

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

DIRECT SALES HIGHLIGHTS


Membership & Industry Highlights

Membership remained strong in FY11, with Visit Loudoun welcoming new members High Holdbourne and Bogati Bodega. We had 109 membership renewals this year for a retention rate of 87%.

2010 Visit Loudoun Tourism Award Winners Visit Loudoun Partner of the Year The Goodstone Inn & Estate and Pev’s Paintball Park

Volunteer of the Year The Town of Middleburg

Promotion/Campaign of the Year Treasures On The Turnpike

Event of the Year (Attendance over 3,000) Aldie Harvest Festival

Tourism Employee of the Year Laura Fletcher, Comfort Suites Leesburg (Management Category) Mike Devine, Aldie Mill (Frontline Category)

Event of the Year (Attendance up to 3,000) Conference on the Art of Command in the Civil War

22 Judy Patterson Award Cheryl Kilday, President & CEO, Spokane Regional Convention & Visitors Bureau (Former President & CEO, Visit Loudoun)

Humanitarian Award Robin Cavanagh, Duchessa Hometown Star Marvin Simms, Town of Middleburg Loudoun Destination Foundation Scholarship Recipients Haley Zurschmeide, Loudoun Valley High School Trevor Nagel, Stone Bridge High School Alex Gandarillas, Dominion High School

marvin simms

MEMBERSHIP & INDUSTRY HIGHLIGHTS

robin cananagh

mike devine

Laura Fletcher

Cheryl Kilday

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT


VISITORS CENTER LOUDOUN DED

11% 6% 3%

61%

MARKETING

Financial Information 15

TOURISM DESTINATION

PROGRAM OPERATIONS

%

FY11 Visit Loudoun Revenue

93%

VISITORS CENTER

LOUDOUN COUNTY

LOUDOUN DED

MISC INCOME TOWN OF LEESBURG MARKETING

TOURISM DESTINATION

250K 200K

VISITORS CENTER

0% 4% 61% 0%

11% 6% 3%

PROGRAM OPERATIONS

FY11 Visit Loudoun Expenses

3%

15%

TOWN OF MIDDLEBURG

LOUDOUN DED

150K

LOUDOUN COUNTY

100K

3%

LOUDOUN COUNTY

TOWN OF LEESBURG

TOWN OF MIDDLEBURG

60M

Y06

Y07

Y08

Y09

Y10

Y10

150K

TOWN OF LEESBURG

TOWN OF MIDDLEBURG

3

250K Y05

23

Economic Impact of Visit Loudoun % DUES & PARTNERSHIP FEES Programs by Year

DUES & PARTNERSHIP FEES

250K

0 4% 0%

93

MISC INCOME

50K

Y04

15%

Marketing $1,595,188 Program Operations $387,296 Reimbursement to Loudoun County $140,000 Department of Economic Development Visitors Center $274,833 Restricted for Tourism Destination Strategy INCOME % MISC $84,615 % TOTAL $2,481,932

FY11 Visit Loudoun Visitor Contacts

200K

MARKETING

PROGRAM OPERATIONS

DUES & PARTNERSHIP FEES

0% 4% 0%

61%

TOURISM DESTINATION

Loudoun County $2,291,000 Town of Leesburg $90,000 Town of Middleburg $10,000 Dues/Partnership Fees $62,893 Miscellaneous Income $9,612 TOTAL $2,463,505

93%

11% 6% 3%

$57,354,124

$56,702,699

$57,257,796

$54,682,319

$50,558,587

50M 200K

$59,250,976

$53,587,796

$48,824,559

150K 40M $37,779,689

100K

$34,535,398

100K 30M 50K

50K

$25,068,814

20M

Y04

Y05

Visitors Center

Y06

Y07

Y08

Y09

Website Visitor Sessions

Y10

Y10

Other Contact

FY01

FY02

Y04

FY03

FY04

FY05

FY06

FY07

FY08

FY09

TOTAL: $535,602,260 from FY01 to FY11

Y05

Y06

Y07

Y08

Y09

FY10

Y10

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

FY11

Y10

FINANCIAL INFORMATION


Fiscal Year 2011Tourism Marketing Leverage Fund Request Amount

Award Amount

$4,900

$4,900

$15,182

Lansdowne Resort, 2011 Sounds of Summer Concert Series

$18,000

$11,000

$117,530

Waterford Foundation, 2011 Waterford Homes Tour & Crafts Exhibit

$24,000

$11,000

$75,950

Awakening Ministries, Awakening Music Festival

$25,000

$10,000

$67,312

$5,000

$2,500

$24,200

$1,100

$1,100

$23,999

Farm-to-Fork Loudoun, LLC, Farm-to-Fork Loudoun

$10,000

$5,000

$27,400

Hawkeye Sports, North Face Endurance Challenge

$10,000

$7,500

$15,750

$1,890

$900

$1,890

The High Road, Inc., Northern VA Brew Fest

$14,500

$5,000

$32,440

Major League Paintball, Inc., National Prof. Paintball League Super 7 World Series-DC Challenge

$25,000

$25,000

$71,000

Spartan Race, Inc., Super Spartan Obstacle Race

$10,000

$5,000

$60,000

$149,390

$88,900

$532,653

Friends of Franklin Park Arts Center, 2011 Western Loudoun Artist Studio Tour

Smithsonian National Air and Space Museum, Become a Pilot Day Freedom High School, Oatlands Cross Country Invitational

24

Loudoun Preservation Society, 19th Century Base Ball Day

Totals

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

FINANCIAL INFORMATION

Leveraged Amount


Visit Loudoun Tracking Report

FY07

FY08

FY09

FY10

FY11

% Change

Leisure Visitors Visitor Center Visitors Center Count

12,620

9,582

10,026

10,619

12,132

14%

$8,414,070

$6,660,949

$6,684,585

$7,079,953

$8,088,708

14%

155,415

187,254

193,806

154,715

168,529

9%

9,223

10,806

9,706

9,758

4,648

-52%

Video Views

N/A

N/A

32,100

112,546

195,036

73%

Twitter/Facebook Connections

N/A

N/A

2,442

6,998

12,341

78%

$6,202,527

$6,977,437

$8,799,961

$8,980,215

$5,076,400

-43%

$31,085,720

$37,454,077

$38,764,592

$33,003,829

$33,708,750

2%

181,386

201,049

257,316

184,664

191,588

4%

$45,702,317

$50,820,074

$54,249,138

$49,063,997

$46,873,858

-4%

80

119

90

155

123

-21%

Visitors Center Spending Estimate

Visit Loudoun Program Contacts Website Visitor Sessions Website Inquiries

Frequent Independent Traveler Spending Estimate Website Users Spending

Total Visitor Contacts Total Leisure Visitor Spending Estimate

25

( Includes Visitor Centers count, phone inquiries, responses to advertisements, mail inquiries, and website visitor sessions)

Meetings & Group Travel Group Tracking Service Bookings Service Revenues

$5,819,759

$3,343,912

$1,805,293

$2,745,157

$2,378,043

-13%

Sales Leads

44

114

199

151

126

-17%

Group Bookings

67

79

86

76

61

-20%

Group Revenues

$2,866,480

$2,646,658

$3,196,545

$5,448,640

$4,335,398

-20%

$54,388,556

$56,810,644

$59,250,976

$57,257,794

$53,587,299

-6%

Total Sales & Services Group Spending Estimate

LOUDOUN CONVENTION & VISITORS ASSOCIATION 2010-2011 ANNUAL REPORT

FINANCIAL INFORMATION


112-G South Street, SE, Leesburg, Virginia 20175

703.771.2170 VisitLoudoun.org/industry


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