Ohio Travel Association
YEAR REVIEW in
October 2012 – October 2013
WE are OTA OTA is the eyes, ears, and voice for Ohio museums, attractions, hotels, restaurants, suppliers, visitors bureaus, shops, festivals, and others who benefit from traveler spending. By working together, Ohio’s tourism industry becomes even stronger, is better equipped for the future, and generates more revenue for businesses, communities and the state. The Ohio Travel Association is able to accomplish this mission only through your participation. Please support the Ohio Travel Association by: BECOMING our partner through membership
to receive access to all the information and resources described here; ENCOURAGING your local industry partners
to join OTA and participate in our programs; SPONSORING a program, activity or event; MAKING a contribution beyond your membership level; ATTENDING our programs and events; BIDDING on items at our Silent Auction; JOINING a committee or running for a
board position;
Focused on the Industry
ENGAGING with us throughout the year
The Ohio Travel Association’s mission is all about what’s important to you, our partners in the industry. Our goal is a vibrant and competitive Ohio built with the help of a strong, equipped, and profitable tourism industry. Your priorities are OTA’s priorities, so we make it our business to know your business.
PARTICIPATING in industry dialogue EDUCATING yourself on industry issues
To keep focused on what’s best for the industry, OTA is led and funded by the industry and is not publicly funded. This is why your membership and support is important. Thank you for your overwhelming confidence and support this past year. The future is ours if we continue to support each other and focus on creating positive change.
With an impact of more than $36 billion, the tourism industry is an economic engine for Ohio, fueling jobs, generating business sales and tax revenues, and diversifying and supporting federal, state, and local economies.
Serving You at a Statewide Level Catalyst. Coach. Connector. As the nonprofit association representing this powerhouse industry, the Ohio Travel Association continuously asks industry partners how it can best serve as a catalyst, coach and connector to advance the industry. Through surveys, partnership meetings, research, and board analysis, the Ohio Travel Association presented a strategic plan to the industry in winter 2013. This document is a sample of what we’ve accomplished to date. 2
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Building a STRONG tourism industry Ohio’s Tourism Industry is Strong Because Business-friendly Policies are in Place
New laws, rules and regulations are proposed every day, and OTA is the industry watchdog, making sure you’re aware of potential changes that could impact your business. And we let decision makers know how proposed changes impact your bottom line. By law, this role can’t be done by a state office, so it’s important that OTA takes a leadership role in the industry.
Ohio’s Tourism Industry Knows What’s Important Through regional meetings in spring 2013, partnership surveys, and dozens of discussions with industry partners throughout the state, key issues impacting the industry were identified and shared with decision makers at local and state levels. (Figure A, following page)
It’s also important that OTA and our industry association partners (such as OACVB, ORA, and OH&LA) are at the statehouse and at the table. However, we can’t represent you unless you keep us aware of pending issues, as well as give us feedback on what policy changes could mean for your business. Be engaged.
Federal and state regulations and laws impact how we do business. To make sure you are aware of potential future requirements so you can plan ahead and reduce last-minute costs and penalties, here’s just a sample of some of the issues OTA made sure you were aware of before they happened: 䡲 Delays to affordable care act requirements 䡲 Changes to procedures that must be followed when coordinating unpaid internships 䡲 Proposed changes to visa requirements for seasonal workers 䡲 Threats to humanities, arts and culture stemming from cuts to the federal budget 䡲 Activation of state sales tax increase 䡲 Availability of public input on ODOT signage program rate increase
In 2013, the Ohio Travel Association helped achieve the following: Defeated expansion of the Ohio sales tax to services, such as marketing and accounting, which would have substantially increased your cost of doing business Defeated a statewide admissions tax which would have increased the cost for travelers, placing all of Ohio at a competitive disadvantage Upon notification that ODOT would no longer distribute brochures at Ohio Travel Information Centers, OTA worked with the Office of TourismOhio and OACVB to get feedback for an ODOT subcontractor to continue brochure distribution, and we continue to monitor and advise on ways to improve this service.
Ohio’s Tourism Industry Has a Say
Incorporated changes to Great Lakes Water Compact rules to require county visitors and convention bureau input on potential impacts to our industry before large water diversion permits are granted.
Fifteen industry leaders testified before an Ohio House committee urging appointment of the TourismOhio Advisory Board. The Ohio Travel Association provided testimony and assisted several testifying industry members with guidance and talking points.
Approved additional funding for Clean Ohio funds, so investments can continue to be made in public access and environmental projects to keep our state beautiful.
Your opinion was sought on key issues, including tax reform for online travel intermediaries and expansion of the sales tax, using an online survey before action was taken. Working with OTA, several partners adapted this tool to determine opinions of their local partners. We represented our industry’s need for a strong Office of Tourism Ohio during meetings with Ohio Development Services Agency (DSA) leaders before and after the transition to new leadership to communicate the importance of tourism to Ohio and the important role the Office plays in driving business to Ohio. DSA oversees the Office of TourismOhio.
BY THE NUMBERS Elected officials who heard from OTA regarding tourism industry issues: 2012 – 40 2013 – 148
At least 10 businesses gave input and shared ideas when OTA, the Office of TourismOhio and OACVB convened an industry advisory meeting to shape policies for Travel InformationCenter brochure distribution policies when ODOT privatized these centers. Since then, OTA has talked to dozens of you, and we continue to express the need to improve distribution and upkeep of TICs.
Local business and community leaders who learned why tourism is important: 2012 – 75 2013 – 980 3
(Figure A)
WHAT WE HEARD
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The following represent some of the opportunities for improving Ohio’s economy that were revealed by Ohio’s tourism industry in 2013.
Decision Makers at all Levels Understand What’s Important to Ohio’s Tourism Industry
ACCESS TO BUSINESS DEVELOPMENT FUNDS & PROGRAMS 䡲 Access to and awareness of business development incentives, including low-cost loan programs 䡲 Being able to invest in ways to improve sustainability and reduce energy costs
Nearly 70 Ohio tourism leaders met with legislators during the Ohio Tourism Legislative Day in March. This event was sponsored by the Ohio Travel Association, the Ohio Association of Convention and Visitors Bureaus, and the Ohio Hotel and Lodging Association.
LOWER COST OF DOING BUSINESS 䡲 Constant increase of the costs of doing business (taxes, BWC, labor costs, health insurance, etc.) 䡲 Outmigration from key markets; fewer people in key market areas therefore must reach further and spend more for same results
Fifteen mayors and city managers learned more about the importance of tourism in their communities during a meeting coordinated by U.S. Rep. Marcy Kaptur. In addition to hearing from the Ohio Travel Association, these leaders also heard from several of our industry partners. Five U.S. representatives and senators learned the importance of key federal issues, such as the visa waiver reform and the reauthorization of Brand USA, through the Ohio Travel Association’s participation in listening sessions and personal contact.
MANAGE TECHNOLOGY 䡲 Difficult to upgrade hardware internally to better technology to improve efficiency 䡲 Keeping up with technology trends 䡲 Some areas have inadequate technology infrastructure
Ohio’s Tourism Industry Knows What to Do Industry partners knew what to do when industry action was needed on several key issues through OTA’s electronic legislative alerts that included talking points and calls to action.
IMPROVE MARKET INTELLIGENCE 䡲 Lack of funding and/or knowledge/ability to conduct in-depth primary market research to make data-driven decisions
Industry partners improved advocacy skills and gained knowledge during training provided at the Ohio Tourism Leadership Academy, Ohio Tourism Legislative Day and the 2013 Ohio Conference on Tourism.
ENACT BUSINESS-SMART POLICIES 䡲 Ohio school calendar cuts peak season short 䡲 Ever-changing and increased regulations create uncertainties and additional costs 䡲 Changes to tax structure that would create a competitive disadvantage by increasing the cost of both doing business in Ohio, as well as visiting Ohio.
Industry partners learn tips for creating change, how the legislative process works in Ohio, how to identify local decision makers, and what’s happening with specific issues on the new Ohio Travel Association website at ohiotravel.org.
Decision Makers at all Levels Understand the Power of Travel
INCREASE COMPETITIVENESS 䡲 Competing with other states for tourism product and capital investments 䡲 Office of TourismOhio’s marketing budget is below competitive average
More than 980 local businesses, leaders, and industry partners understand why tourism is important to Ohio and to local communities because of presentations made by the Ohio Travel Association in 2013. The economic impact of tourism in Ohio was demonstrated more clearly through the use of a handout created by OTA that included infographics.
ADDRESS WORKFORCE DEVELOPMENT 䡲 Retention of workforce 䡲 Workforce training 䡲 Finding adequate employees
After conducting anecdotal research on the capital investments made by Ohio’s tourism industry that estimated nearly $4 billion of new projects, the Ohio Travel Association worked with Tourism Economics and the Office of TourismOhio last spring to validate findings through a tourism industry Investment study. This study has not yet been released by DSA.
BUILD COMMUNITY RELATIONS 䡲 Building consensus among community partners 䡲 Recognition of the power of tourism to an area’s economy 4
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EQUIPPING the tourism industry
Ohio’s tourism industry is equipped to handle an ever-changing environment through a trained workforce, educated leadership, and informed members and stakeholders
Information needed most by Ohio’s tourism industry, including educational opportunities and support available elsewhere, is filtered and delivered
OTA is your source of information about what’s happening in Ohio and elsewhere, whether that be tourism trends, emerging issues, or opportunities. Through industry surveys, regional meetings, and conversations with dozen of our partners, OTA focused its efforts this year on some of the most common needs identified by our industry.
You can access current opportunities, information and resources for advocacy, education, business development programs, research, funding sources, and much more on a new Ohio Travel Association website at ohiotravel.org. Launched spring 2013, this is the organization’s central communications portal and is updated continuously.
Ohio’s tourism industry is more effective and efficient at their jobs
Ohio tourism industry partners keep up with what’s happening in the industry through weekly OTA’s Eclips, a roundup of news from around the nation. This year, OTA redesigned Eclips to make them more useable and easy to reference. All Eclips are archived by category on ohiotravel.org for our partners.
You identified sales training as a top need, and OTA introduced a new personalized sales coach to work one-on-one with those wanting to improve their staff’s and local partners’ skills. Yvette Slate, OTA’s Personal Coach, worked with individuals in three communities and organizations since the program was launched last spring.
Ohio tourism industry partners learned of new issues, trends, resources, and opportunities through OTA’s Tourism Monitor e-newsletter. This year, the Tourism Monitor was redesigned and upgraded to provide the information you want the most.
More than 40 industry partners heard how to pitch media during OTA’s Perfect Pitch workshop and had a chance to talk candidly with editors from Home & Away, Columbus Dispatch, WBNS-TV10, and Clevelandsaplum.com. The workshop was presented by Fahlgren Mortine and sponsored by Columbus Dispatch and Midwest Living.
Those who excel are recognized and create learning opportunities for others in the industry
Fifty-six industry partners gained new skills and knowledge in attracting group travel and in grant writing by attending two Focus on Tourism workshops coordinated by the Ohio Travel Association.
Ruby Awards recognized excellence in marketing during the 2012 Ohio Conference on Tourism. In 2013, 14% more tourism businesses submitted entries for this statewide competition. The Ruby Awards are sponsored by Ripple Effect.
In July: Industry partners learned about the changing group tour dynamics from Ohio Travel Treasures, and then heard tips from their peers during a panel with Emerald Hospitality Associates, Warther’s Museum, Canton/Stark County CVB and Rock and Roll Hall of Fame.
Scott Dring of the Dublin Convention and Visitors Bureau received the prestigious Sherlock Award in 2012. This award is the top Ohio tourism award given to individuals who have made a difference.
In August: Industry partners learned how to develop strong funding proposals and find corporate, foundation and government funding sources, thanks to a dialogue with the Columbus Foundation, the Nationwide Insurance Community Foundation, and the Ohio Division of Wildlife funders.
Strong industry leadership exists today and is poised for the future Ten emerging industry leaders learned more about the Ohio tourism industry and its opportunities through participation in the 2012-13 Ohio Tourism Leadership Academy, sponsored by OSU Ohio Sea Grant College Program.
Nearly 200 tourism industry partners gathered in Dublin Ohio in 2012 for the annual Ohio Conference on Tourism, a partnership with the Ohio Travel Association and the Office of TourismOhio.
These participants put their training into use with the development of three group projects: 䡲 Engaging Front-Line Employees An Integral Part of the Tourism Industry: A survey of front-line Ohio tourism employees 䡲 Camp Ohio: A proposed cooperative program to encourage camping 䡲 GreenOhio: A proposed sustainability program for Ohio’s tourism industry
BY THE NUMBERS Tourism industry members receiving training: 2012 – 205 2013 – 336 5
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Increasing PROFITS within the Tourism Industry Tourism is all about business transactions, and OTA takes a sharp look at the links in the economic chain to see where we can connect you to resources to increase your bottom line. We connect tourism suppliers to buyers, such as tour operators and others, and we work closely with industry suppliers, helping them better understand the needs of the industry. This also means we focus on developing and enhancing the Ohio tourism product. We’re a catalyst for new programs to support your investment, connecting you to resources and each other, and coaching you on ways to capture new markets.
Ohio’s tourism buyers and sellers maximize sales Connected qualified group tour operators from throughout the country with suppliers providing travel opportunities in the Heartland region at the 2013 Heartland Travel Showcase in Toledo. This event includes one-on-one appointments between group tour buyers and destinations who provide group tour experiences. More than 6,100 appointments took place at the 2013 Heartland Travel Showcase. Secured partnership with American Bus Association (ABA) to create value-added services for Heartland participants, expanded visibility among ABA operators, and education programming. Refocused the Heartland message on the group experience through new branding that reflects the unique and sellable group tour opportunities found in this region. With our focus on booking group tours in the Heartland, OTA developed a quarterly newsletter to stay in contact and connect operators and suppliers year-round.
Ohio’s tourism industry makes decisions based on real-time data
Recognizing suppliers are key to the tourism buying cycle, OTA assisted at least six suppliers of tourism-related products and services who contacted us who wanted to learn more about the Ohio tourism industry.
Industry partners access state and national trend, market data, travel data, and niche research reports and/or summaries as they are available through ohiotravel.org. Outdoor recreation trends and opportunities in Ohio will be shared with industry partners soon, thanks to an updated Ohio Department of Natural Resources report. OTA served on the advisory panel for this report and worked with the Office of TourismOhio to see how this study could be improved to address our industry questions.
Ohio State Park managers better understand the tourism industry and how to connect locally following an OTA presentation to approximately 75 Ohio State Park employees.
Forecasts for harmful algal blooms help tourism businesses plan, and OTA helped Ohio Coastal Management Office develop and disseminate a weekly report to coastal tourism partners.
More than 35 industry partners received personal assistance from OTA this past year when they reached out for support or to brainstorm ideas for advancing tourism in their communities and/or property.
Ohio’s tourism industry connects to suppliers who support our industry via OTA’s new online marketplace at ohiotravel.org.
More than 40 outdoor writers attending the Outdoor Writers of Ohio Conference and 100 elected and agency officials from the Great Lakes and Canada attending a Lake Erie Conference learned about the importance of a clean lake to the tourism economy, as well as the need to be sensitive of the economic damage that can occur with exaggerated or unbalanced environmental messages.
OTA ON THE ROAD Listening to what’s important to you is a top priority, and OTA traveled more than 14,500 miles the past year to hear your thoughts and ideas, to meet with you at your place of business, and to connect you to what’s happening throughout the state and elsewhere. Some of these travels included OTA On the Road partnership meetings. In addition to presenting the OTA strategic plan, we encouraged conversations with more than 80 industry partners, as well as attractions not yet connected to our efforts during these travels. 6
OTA BY THE NUMBERS
Tourism industry partners who received personal assistance: 2012 – 15 2013 – 38 Tourism industry partners who participated in conversations to enhance Ohio’s tourism product: 2012 – 194 2013 – 392
Ohio’s tourism businesses have the resources needed to grow
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Ohio tourism industry businesses and organizations participating in the OTA/CareWorks collaboration saved an average of $5660 on Bureau of Workers Compensation premiums last year.
Melinda Huntley Executive Director Janet Johnson Deputy Director
Links to business development programs, corporate and foundation giving programs, and other resources are now available to industry partners at ohiotravel.org.
Jeremy Myers Membership & Communications Manager
Industry partners share information and access new information and resources through a new OTA Online Library and Discussion Forum that provides opportunities for industry-only discussions on tourism niche markets, human resources and operations, marketing, professional development and legislation and advocacy.
Beatrice Mitchell Assistant Meeting Planner Mark Meyer Bookkeeper The Ohio Travel Association Strategic Vision 2013 –2015 can be found at ohiotravel.org by visiting About Us.
New Ohio tourism experiences and markets are available
Please contact Melinda Huntley, OTA Executive Director, at mhuntley@ohiotravel.org or 614.572.1931 with any thoughts or questions.
More than 80 industry partners interested in ways to promote and enhance Ohio’s nature tourism efforts discussed strategies and opportunities during regional meetings coordinated by the Ohio Travel Association and the Ohio Department of Natural Resources in August 2013.
BY THE NUMBERS
Ohio provides exceptional tourism experiences
Percentage of OTA member businesses who have attended an OTA training, conference, event or meeting, or who have reached out to our staff for personal assistance in 2013 – 77%
Through the use of a confidential and private mystery shopper program offered through the Ohio Travel Association, one attraction and two communities learned ways to enhance customer service and traveler experiences.
BY THE NUMBERS Increase in those businesses who supported Ohio tourism through joining OTA in 2013 – 27% 7
130 E. Chestnut Street, Suite 301 Columbus, Ohio 43215
Toll Free 800.896.4682 Phone 614.572.1931 Fax 614.572.1937
ohiotravel.org