2021 Natchitoches Annual Report

2021 ANNUAL REPORT

www.natchitoches.com | 318-352-8072 | 800-259-1714

Table of Contents Staff & Commission

p 02

Letter from the Director

p 03

Finance Report

p 04

2021 Budget

p 05

Visitor Center Numbers

p 06

Marketing & Communications

p 07-10

Groups & Tourism Sales

p 11

Accolades & Contact Information

p 12

2021 Annual Report

01

MISSION To maximize economic growth by generating overnight stays through promoting tourism marketing, convention and meeting business, and festivals and events through Natchitoches Parish.

STAFF Arlene Gould Executive Director Kelli West, TMP Director of Marketing & Communications Leanna Coy, CTS Group & Tourism Sales Manager

2021 2020 Impact Report 2021 Annual Report

Travel Counselors/Interns: Tara Lane Meshelle Morgan Kacy Young

COMMISSION MEMBERS David Guillet - Chairman Landon Amberg - Vice Chair Jan Frederick - Treasurer Richard Johnson Ricky LaCour Lauryn Sharplin Mardy Summerlin

02 02

WHERE WE ARE NOW A letter from the Director

2021 found us still trying to figure out what

In addition, the America Recovery Plan made

was happening with the COVID-19 pandemic

available $229,880 to the Natchitoches CVB to

and not sure when and where the economy

be used for tourism marketing over the next

would find the Natchitoches Convention and

two years.

Visitors Bureau. As it turned out, we found

The Natchitoches Convention and Visitors

ourselves in a much better financial position

Bureau achieved more regional, national, and

than we could have imagined.

international

While 2020 wreaked havoc on the Hospitality

Louisiana’s Oldest City with over 200 stories

industry in most communities across the

being published by a large number of media

world,

outlets and travel writers hosted by the CVB.

nation

and

within

the

state,

recognition

in

marketing

Natchitoches suffered only an 8% loss in

The Natchitoches Parish Tourist Commission

hotel occupancy tax collections compared to

took part in a destination research study

2019 collections. We saw an incredible 28%

conducted by Berkeley Young and Destination

tax collection increase over 2020 and an 18%

Next. This study is being used to guide a new

gain over 2019.And, for the first time in our

5 year strategic plan for the Commission

tourist commission’s history, we collected

including

over $500,000 in hotel occupancy tax.

completed

Another great milestone, after several years

measurable results.

of battle with the Natchitoches Parish Tax

The 2021 Annual Report will show the results

Commission over back taxes owed by Hotel St.

of our efforts to reflect a very successful year

Denis, we finally collected!

for

The Louisiana Office of Tourism introduced

Director, I will continue to serve and proudly

the “Sunshine Plan” in early spring to

lead our staff while working with our tourism

jumpstart the visitation and visitor spending

partners to successfully bring in visitors from

by

around the country and the world to visit

providing

an

additional

$60,000

in

marketing funds to the Natchitoches CVB in

the

actionable by

initiatives

committees

Natchitoches

CVB.

to

As

to

be

achieve

Executive

Natchitoches.

addition to our normal $20,000 CMP grant used to promote tourism and events in the parish.

2021 Annual Report

03

Finance Report The Natchitoches Parish Tourist Commission is funded by a 3% Hotel/Motel Occupancy Tax, with additional rental income and a state sales tax rebate, known as Visitor Enterprise Funds.

The Natchitoches Parish Tourist Commission was awarded a $20,000 matching Cooperative Marketing Program Grant from the Louisiana Office of Tourism.

Additionally, the NPTC was awarded a $60,000 Sunshine Plan grant from the Louisiana Office of Tourism to be spent prior to June 30, 2021, on travel and tourism marketing and advertising.

OCCUPANCY TAX COLLECTIONS 600,000

400,000

200,000

0

2016

2017

2018

2019

2020

2021

The year was completed with the receipt of $229,247.14 from the American Recovery Program funds delivered to CVBs across the state to use for tourism marketing and promotions.

Total Revenue: 992,500.00

Total Expense: 615,800.00

Net Income: 376,700.00

Bond Payment 60,000.00

Actual Income: 316,700.00

28%

18%

7

Increase over 2020 Occupancy Tax Collections

Increase over 2019 Occupancy Tax Collections

Months when occupancy tax collections were the most ever collected for that month

2021 Annual Report

03

2021 Budget

Expenses

Income

INCOME & EXPENSES

2021 Annual Report

05

Visitor Center 6,817 visitors were recorded in the guestbook 9,061 inquiries were mailed in response to advertising requests

1,453 inquiries were mailed in response to email and phone requests 1,198 information packets were created and distributed to large groups, i.e. conventions, meetings, sports, tour groups

Guests traveled from 45 states, including Louisiana (2,972); Texas (1,953); Other (1,850) Guests traveled internationally from 11 countries (42)

How did they find out about us?

The main fulfillment piece distributed is the Natchitoches Visitors Guide.

Always Known Passing Through Previous Visit Friends/Family Internet TV/Word of Mouth Other Magazine/News 0

2021 Annual Report

100

200

300

400

500

06

Marketing & Advertising Grants & Partnerships

The Louisiana Office of Tourism supports the promotion of tourism in Louisiana by providing marketing grants to Louisiana convention and visitors bureaus for advertisements placement in eligible media outlets. Natchitoches CVB received a $19,682.00 grant in 2020/2021 and placed near $40,000 in advertisement placements for the 12 months.

The placements listed below were for Spring/Summer 2021 only. 2020 placements were reported the previous year.

The Natchitoches CVB was awarded $20,000.00 in the 2021/2022 Cooperative Marketing Program grant cycle. The CVB opted to use the entire $20,000 in Spring/Summer 2022 while not knowing if more assistance was coming in the future.

2021 Annual Report

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Website

2019

2020

2021

200,000

Top Cities Dallas, TX Houston, TX Natchitoches, LA New Orleans, LA Shreveport, LA Atlanta, GA Baton Rouge, LA Lafayette, LA Alexandria, LA

150,000

100,000

24,729 7,709 7,071 3,315 2,877 2,674 2,636 2,428 1,523

Top Referrals 50,000

0

Users

Pageviews: 2020 - 420,962 2021 Annual Report

Sessions

2021 - 521,465

Google Organic Direct Bing Organic Madden CPC m.facebook.com Yahoo Organic CoOp Display Miles Louisiana DuckDuckGo Org

74,147 38,189 6,492 5,322 4,136 3,777 3,392 1,872 1,8113 08

Social Media Facebook

Twitter

30,000

2,000

1,500 20,000

1,000

10,000 500

0

2018

2019

2020

0

2021

2018

2019

Instagram

YouTube

4,000

20,000

3,000

15,000

2,000

10,000

1,000

5,000

0

2018

2021 Annual Report

2019

2020

2021

0

2018

2019

2020

2020

2021

2021

09

Media & Public Relations The public relations value of digital articles, editorials and blogs regarding Natchitoches Tourism and Natchitoches news in general during 2021 is valued at more than $1.63 billion.

Interviewed by regional television, radio stations, and podcasts 21 times in 2021, promoting local events and happenings.

Hosted 12 travel writers during the year, including writers on the TravelSouth International Showcase Pre-familiarization Tour in November, writers during the holiday season, and writers for No Man's Land Gas Station Eats Trail partnership Fulfilled 15+ requests from travel writers and publications for information and photos for stories, including Small Market Meetings, Group Tour Magazines, KLAX Television, KTBS Television, Hearst Media Group, Hoffman Media Group, Southern Living, USA Today 10Best, Women's World Magazine, and Ruston Daily Leader A digital newsletter was sent out 4 times during 2021 with an average open rate of 22.5%, up slightly from 22.25% in 2020.

Participated in marketing partnerships including El Camino Real - Caddo Region Marketing Group, No Man's Land, Jefferson Highway Association and Holiday Trail of Lights.

Participated in 3 virtual press conferences and 1 live press conference.

Metrics and placements tracked by Meltwater and Laurie Rowe Communications.

Media FAMs No Man's Land media visits

Details 2 writers hosted inmarket for 1 night focused on gas station eats trail

Outcome Inclusion in Oxford American Magazine and The Local Palate Magazine

Group Travel Leader FAM

FAM included group travel planners with media

Story in Group Travel Leader, two months in a row

Holiday FAM with LRC

3 writers hosted for 4 days, 3 nights

Resulted in approximately 7 stories with a value of $84.62 million

Christmas Festival media visit

2 writers hosted for 3 days, 2 nights

2 stories have ran with and additional that will run in 2022

2021 Annual Report

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Groups & Tourism Sales Group Visitation Breakdown

Bus Group

0.9%

Church/Religious Group

3.1%

Convention/Meeting/Conference

4.5%

Education/NSU

5.9%

Military

0.5%

2021 18,720 Individuals

Social

2020 33,104 Individuals

Reunion

2019 43,805 Individuals

46 Group Information Requests Fulfilled

5% 0.5%

Sports

100%

Other

21.5%

Weddings

1,102 Welcome Packets Distributed

0.7%

603 Groups with 18,720 Individuals

$3.08 Million Economic Impact

Group and convention travel was drastically effected by the Pandemic.

Natchitoches saw a significant decrease in motor coach tours and meetings and conventions. These travel groups are expected to return in the coming years as group travel becomes safe again.

The Groups & Tourism Sales manager position was vacant from OctoberDecember 2021. This also also effected the numbers reported.

The outlook for 2022 is better with motor coach tours and meetings and conventions already scheduled to return to Natchitoches.

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Recent Accolades February 2022 Natchitoches CVB named “Outstanding Convention & Visitors Bureau/ TC of the Year" by Louisiana Travel Association December 2021 Natchitoches Christmas named a finalist for the “Best Public Light Display” by USAToday 10 Best.

November 2021 Natchitoches named a finalist in “Best Historic Small Towns” by USAToday 10 Best.

March 2021 Natchitoches named one of 23 "Most Charming Towns in America" by MSN.com December 2020 Natchitoches Christmas named the “Best Public Light Display” by USAToday 10 Best.

August 2020 Natchitoches named one of “The Most Beautiful Main Streets in Every State” by Cheapism.com July 2020 Natchitoches named a finalist in “Best Historic Small Towns” by USAToday 10 Best.

June 2020 Natchitoches Car Show named “Top 20 Festival/Event” for October 2020 by Southeast Tourism Society April 2020 Natchitoches named a “Best Small Southern Town” by Southern Living Magazine January 2020 Natchitoches CVB named “Outstanding Convention & Visitors Bureau/ TC of the Year" by Louisiana Travel Association

Contact Natchitoches Parish Tourist Commission 780 Front Street, Suite 100 Natchitoches, LA 71457 1318-352-8072 800-259-1714 www.natchitoches.com inquiry@natchitoches.com @natchtourism

2021 Annual Report

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