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
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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
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2021 Budget
Expenses
Income
INCOME & EXPENSES
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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
30,000
2,000
1,500 20,000
1,000
10,000 500
0
2018
2019
2020
0
2021
2018
2019
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
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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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