YEAR REVIEW in
October 2013 – October 2014
Focused on the Industry OTA is focused on what’s important to you, our partners in the industry. Our goal is a vibrant economy through a strong, equipped and profitable tourism industry that works together.
WE are OTA Take note of the hundreds of industry partners who have taken a leadership role, shared their wisdom with others, and supported our efforts to reach this goal. Indeed, YOU are OTA. OTA is led by the industry. OTA is funded by the industry. Our passion for Ohio’s tourism industry is real, so help us help you. Here are a few ideas: BECOME a partner through membership ENCOURAGE your local partners to join and participate in our programs SPONSOR a program, activity or event MAKE a contribution to our Tourism Action Fund ATTEND our programs and events DONATE & BID on items at our silent auction
Thank You!
SERVE on a committee or run for a board position
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.
2013-14 OTA Board
SPONSOR a local partner or employee to participate in the Ohio Tourism Leadership Academy
Sharrona Burns Rock and Roll Hall of Fame + Museum
Christopher Schutte Greater Springfield CVB
Ally Bussey Canton/Stark County CVB
Stephanie Sferra Trumbull County Tourism Bureau
Tony Clark Cedar Point
Debbie Stamper Clinton County CVB
Roger Dudley Experience Columbus
Mary Szymkowiak Gahanna CVB
Tiffany Gerber Tuscarawas County CVB
Violet Rae Webster Cincinnati Museum Center
Mark Hecquet Butler County Visitors Bureau
Additional Committee Leaders
Kim Bauer Portsmouth-Scioto County Visitors Bureau
Chris Kerr Dispatch Media Group
Amy Daubenspeck Ashland Area CVB
Josh Knights The Nature Conservancy of Ohio
Mark Holbrook Historic Reenactment Actor
Maris Brenner Kalahari Resort and Convention Center
Ray McKinnis Bob Evans Farms
Dan Hostetler Medina County VCB
Tami Brown Greater Cleveland Aquarium
Richard Nachazel Destination Toledo
Gregg Mervis Akron/Summit County VCB
Lute Harmon Jr, President Great Lakes Publishing Karen Raymore, President-Elect Hocking Hills Tourism Association Eric Hansen, Treasurer Hotel and Leisure Advisors Jodi Burroughs, Secretary Hocking Hills Canopy Tours Lee Tasseff, Past President Mansfield/Richland County CVB Paige Alost Athens County CVB
Debbie Robinson Cambridge/Guernsey County CVB
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Building a STRONG tourism industry
New laws, rules, and regulations are proposed every day. OTA makes 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. Community leaders, elected officials, business owners, and industry partners who learned about the power of Ohio travel through presentations 1200 ____________________________________ 1000 ____________________________________ 800 ____________________________________ 600 ____________________________________ 400 ____________________________________ 200 ____________________________________ 0 ____________________________________
Those Reached through Power of Travel Message 2014 to Date
2013 Actual
2012 Actual
Ohio’s Tourism Industry Knows What’s Important Through industry surveys, regional conversations at 13 different events, and one-on-one conversations, OTA listened to your concerns about what’s important. The following represent some of the issues we’ve monitored or taken action on during the past year: 䡲 Funding for capital projects through a 2014 Ohio budget 䡲 Expanding timeframe for zoo levies 䡲 Funding to eliminate Asian carp 䡲 Enhancing drivers’ licenses 䡲 Introducing a sales tax holiday 䡲 Enhancing agritourism liability 䡲 Studying land use opportunities to enhance tourism along Lake Erie 䡲 Establishing a commercial airport commission 䡲 Easing restrictions on government business travel 䡲 Prohibiting those leasing public property from posting firearms restrictions 䡲 Expanding overtime regulations 䡲 Increasing minimum wage 䡲 Eliminating tip pooling 䡲 Changing internship reimbursement policies 䡲 Introducing triple-wages for retail employees working Thanksgiving Day 䡲 Protecting and improving tourism promotional funding 䡲 Improving international travel ease through immigration reform and the JOLT act 䡲 Reauthorizing Brand USA
Highlights 䡲 Ohio’s tourism industry is united. Through a collaboration with the Ohio Hotel & Lodging Association, Ohio Restaurant Association, and the Ohio Association of Convention and Visitors Bureaus, OTA meets regularly with the Ohio Tourism Roundtable to discuss policy issues.
䡲 OTA supported TourismOhio during its day-long strategic planning session by providing small group facilitation and helping to record your thoughts on the future direction of the office.
䡲 With the launch of the TourismOhio Advisory Board the past year, OTA attended meetings and kept you informed.
䡲 OTA regularly participated in a nationwide Tourism Association Network regarding federal legislative items prioritized by the U.S. Travel Association.
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Building a STRONG tourism industry Ohio’s Tourism Industry Has a Say
Highlights 䡲 After hearing our concern regarding how algal bloom forecasting was presented, NOAA created a new forecasting system based on objective numerical ranking. 䡲 Ohio’s tourism industry expressed opinions throughout the year when OTA reached out to you with surveys, including our legislative alert system to evaluate your position on issues. 䡲 Ohio’s tourism industry provided ideas and input for brochure distribution at Ohio Travel Information Centers. Following notification that distribution would cease, OTA convened a meeting with ODOT, TourismOhio, and OACVB to request additional time to develop a strategy. OTA coordinated an industry meeting to collect your ideas. TourismOhio took your thoughts, created an industry-wide survey, and used the results to develop a new brochure distribution program.
Decision Makers Understand What’s Important to Ohio’s Tourism Industry Highlights 䡲 U.S. Representative Jim Jordan learned about the economic importance of tourism in his district when OTA hosted a listening session in collaboration with the U.S. Travel Association. 䡲 OTA shared your concerns regarding the impact of harmful algal blooms on the tourism economy at a meeting led by U.S. Senator Portman. Since then, President Obama signed into law legislation co-sponsored by Portman to fund federal research and monitoring. 䡲 U.S. Senator Portman, U.S. Senator Brown, U.S. Representative Kaptur, U.S. Representative Fudge, U.S. Representative Latta, and U.S. Representative Joyce learned of the economic importance of Ohio tourism through testimony provided by OTA during an Ohio delegate discussion on the Asian carp and its potential impacts on the Ohio economy. 䡲 Approximately 75 representatives from the state’s heritage community supported Ohio tourism by meeting with legislators at the 2014 Statehood Day. OTA worked with the Ohio History Connection in preparing talking points about tourism and presented to attendees about the importance of tourism in the state. 䡲 Dozens of industry members attended a Columbus Metropolitan Club forum featuring a discussion between tourism directors in Ohio and Michigan. OTA learned of the opportunity and negotiated a special rate for the industry to show support for the new director of TourismOhio. 䡲 Industry members spoke with a unified voice during press conferences announcing state park capital improvements. OTA represented the tourism industry during the ODNR statewide conference and then prepared at least five industry members speaking at local press events.
Leaders Understand the Power of Ohio Travel Highlights 䡲 Members of the Ohio Lake Erie Caucus learned of the importance of tourism to the economy when OTA provided testimony at a caucus meeting.
䡲 More than two dozen community leaders heard about the power of Ohio travel during presentations made by OTA at a meeting called by Congresswoman Marcy Kaptur.
Policy issues monitored, proposed or averted 25 ____________________________________ 20 ____________________________________ 21 15 ____________________________________ 10 ____________________________________ 11 5 ____________________________________ 0 ____________________________________
Policy issues of interest 2014 to Date
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2013 Actual
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EQUIPPING the tourism industry
Ensuring Ohio’s tourism industry is equipped to handle an everchanging environment is one of OTA’s strategic goals. To get there, we need to make sure we have a trained workforce, educated leadership, and informed members and stakeholders. OTA is your source of information about what’s happening in Ohio and elsewhere, whether that be tourism trends, emerging issues, or opportunities.
Ohio’s tourism industry is effective and efficient Highlights 䡲 More than 200 industry partners gained new skills and knowledge in board governance, culinary tourism, media buying, branding, and group travel during six workshops coordinated by OTA. Sponsors supporting these development opportunities for the industry included Midwest Living, AAA, Meredith Publishing, and Ad-Rack.
Tourism industry partners who learned new professional skills through education 500 ____________________________________ 400 ____________________________________ 433 300 ____________________________________ 336 200 ____________________________________ 205 100 ____________________________________ 0 ____________________________________ 2014 to Date
2013 Actual
䡲 Ohio’s tourism industry is both collaborating and willing to share its time and talents. Partners in presenting 2013-14 workshops included Ashtabula County CVB, Athens County CVB, Canton Food Tours, Canton/Stark County CVB, Cincinnati Museum Center, The Columbus Dispatch, Betsy A. Decillis Consulting, Destination Toledo, Do Downtown Restaurant Group, Emerald Hospitality, Fahlgren Mortine, Geben Communication, Gervasi Vineyards, Hilton Cincinnati Netherland Plaza, Hocking Hills Tourism Association, JAB Advertising, JPS Nonprofit Strategies, Miami County Visitors Bureau, Ohio History Connection, Ohio Union at the Ohio State University, Ohio Travel Treasures, Ohio Wine Producers, Rock and Roll Hall of Fame + Museum, Tuscarawas County CVB, The Warther Museum, and Young’s Jersey Dairy.
2012 Actual
Tourism industry partners who are highly satisfied with OTA's education opportunities 84% ____________________________________ 83% ____________________________________ 82% ____________________________________ 83% 81% ____________________________________ 80% ____________________________________ 79% ____________________________________ 78% ____________________________________
䡲 More than 300 tourism industry partners gathered in West Chester, Ohio in 2013 for the annual Ohio Conference on Tourism, a partnership with OTA and TourismOhio. Ninetyfive percent of those attending said they were very satisfied or satisfied with the experience.
Those Highly Satisfied with Education 2014 to date
䡲 Industry partners in the 2013 Ohio Conference on Tourism included Butler County Visitors Bureau, Marriott, Ripple Effect, Time Warner Cable Media, Meredith Travel Marketing, Springfield CVB, Dispatch Media Group, Midwest Living, Madden Media, Collinson Media and Events, Leisure Group Travel, Ad-Rack, Clinton County CVB, Cincinnati Museum Center, Jack Rabbit, Crossings, Home and Away, ITI Marketing, Fahlgren Mortine, CTM Media Group, Trip Advisor, Artina Promotional Products, Columbus Blue Jackets, Ohio History Connection, Cambridge/Guernsey County CVB, Portsmouth-Scioto County Visitors Bureau, Ohio Travel Pavilion, Heritage Ohio, Careworks Consultations, Group Travel Leader, Valley Vineyards, Velvet Ice Cream Group Tour Media, Northwood Map, Weirick Communications, Clinton County Port Authority, Positively Cleveland, Ohio Travel Treasures, Game Day Communications, Ronald McDonald House, The Craig Group, Ohio Hotel & Lodging Association, MetroParks of Butler County, Cedar Fair, Bowling Green State University, and Hearst Women’s Travel Group. 䡲 Sixty-two tourism industry partners received personal assistance from OTA in 2014, such as advice on policy, evaluating events, communicating with local officials, public relations, board governance strategies, etc.
We understand what’s needed and important Highlights 䡲 Front-line employees from around the state expressed their thoughts during focus groups coordinated by OTA and led by Ohio State University researchers. We learned about training needs, their thoughts about tourism and hospitality as a career choice, barriers to their personal development, and ideas for workforce development.
䡲 Through a partnership with Ohio State University, OTA completed a workforce needs assessment of the tourism industry. Project leaders are developing recommendations for ways to better retain, develop, and attract industry employees.
䡲 Making sure we have a future pipeline of qualified employees is important to our industry. OTA is working with the Ohio Department of Education on reviewing high school and vocational standards for those interested in a hospitality and tourism career.
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EQUIPPING the tourism industry
Ohio’s tourism industry is collaborative and supportive. Information is filtered and delivered.
Highlights 䡲 Ohio’s tourism industry partners kept up with what’s happening through more than 50 issues of weekly OTA EClips, a roundup of news from the nation.
Strong industry leadership exists today and is poised for the future
䡲 Ohio’s tourism industry partners learned of new issues, trends, resources and opportunities through 14 issues of Tourism Monitor e-newsletter.
Nineteen emerging industry leaders learned more about the Ohio tourism industry and its opportunities through participation in the 2014 Ohio Tourism Leadership Academy, sponsored by the OSU Ohio Sea Grant College Program.
䡲 Understanding curriculum and opportunities with institutions of higher education is needed to prepare our future workforce. OTA met with Owens College, Columbus State Community College, and National College in 2014 to begin exploring opportunities for training, as well as for working with the industry to develop strong internships/practicum experiences.
Ohio Tourism Leadership Academy participants developed the following group projects: Ask Me! Bringing Tourism Awareness to Our Front Line
Those who excel are recognized and create learning opportunities for others in the industry
䡲 Customer service training concept for communities of all sizes 䡲 Katherine Rice, Sandusky County CVB; Chris R Kerr, Dispatch
Media Group; and Mark Calitri, Clermont County Ohio CVB
Highlights 䡲 Pat Crow of the Knox County CVB received the prestigious Sherlock Award in 2013. This award is the top Ohio tourism award given to individuals who have made a difference.
Moving the Industry Forward: Web-based Solutions for Ohio Tourism Training
䡲 Creating an online platform for aggregating tourism
training materials similar to what universities use 䡲 Debbie Pappadakes, Cincinnati USA CVB; Jason Fallon, Ohio Department of Natural Resources; Jeremy Myers, OTA; and Patty Lampert, Beachwood CVB
䡲 Ruby Awards recognized excellence in marketing during the 2013 Ohio Conference on Tourism. In 2014, 19% more tourism businesses submitted entries for this statewide competition. The Ruby Awards are sponsored by Ripple Effect. This year, we launched an online submission process that allowed us to streamline the process, saving applicants time and money.
Developing Community Partnerships to Support Tourism-Related Initiatives
䡲 Importance of partnerships 䡲 Anthony Cordo, Experience Columbus; Jessica Greene, Oxford
䡲 The Ohio Travel Industry Emerging Leader Award will
Visitors Bureau; Kitrina Mazaher, The Living Word Outdoor Drama; and Leslie Holbrook, Fahlgren Mortine
be awarded October 2014 to recognize mid-career successes. Scott Dring with the Dublin CVB chaired this new award committee.
Hallmarks of a Successful Reinvention in Ohio Tourism
䡲 OTA hosted a dinner in June for Paul Sherlock award
䡲 A study of attractions who overcame challenges that
winners. Oral histories were recorded to use in future presentations.
identified common five “hallmarks” among all 䡲 Crystal Sabol, Akron/Summit CVB; Darnella Rozzelle, The Columbus Dispatch; Rachael Rahrig, Findlay/Hancock Co. CVB; and Jane Ruvulo, Congresswoman Marcy Kaptur
Tourism Monitor
40 Eclips
50
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20
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10
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2014 to Date
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Times we reached out to keep you informed
60
70
80
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Ohio Tourism Marketing Coalition
䡲 Leveraging regional product development by promoting
through a statewide “trail” 䡲 Shannon Beacham, Marietta/Washington County CVB; Cathy Miller, Destination Toledo CVB; Joe Giessler, TourismOhio; and Diane Lautenschleger, Tuscarawas County CVB
Emails and Alerts
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Increasing your PROFITS 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 buyers and reduce your costs. In the past year, we focused on four primary areas based on what you told us was important – nature tourism, heritage and culture, group travel, and operations. We do this by connecting you to buyers, real-time data and resources to maximize your sales and to help you provide exceptional tourism experiences for those visiting your community. Industry Partners Receiving Individual Professional Assistance from OTA
Heritage and Culture Highlights
70 ____________________________________ 60 ____________________________________ 62 50 ____________________________________ 40 ____________________________________ 30 ____________________________________ 38 20 ____________________________________ 10 ____________________________________ 15 0 ____________________________________ 2014 to Date
2013 Actual
䡲 Creating authentic places was the goal of German Village Society’s
Placemaker Conference, and OTA helped promote and provided discounted registration opportunities for this event. 䡲 OTA is working with Heritage Ohio and its Main Streets Program to provide information and training on attracting the visitor dollar, including a presentation on group travel at the Heritage Ohio Conference. 䡲 Created two regional workshops focused on culinary tourism and local foods. The Ohio Conference on Tourism also includes a session on culinary tourism.
2012 Actual
Nature Tourism Highlights
Group Travel Highlights
䡲 More than 80 industry partners contributed ideas on how
OTA connected you to pre-qualified group tour operators from across the country at the 2014 Heartland Travel Showcase in Toledo. This event includes one-on-one appointments between group tour buyers and destinations who provide group tour experiences. 䡲 More than 6,000 appointments took place 䡲 More than $20 million in group travel business in the past three years can be attributed to Heartland Travel Showcase transactions 䡲 Approximately $500,000 of business was conducted directly on the show floor this past year 䡲 97% of those attending were very satisfied or satisfied with the show in 2014 OTA provided economic impact of group travel information to industry partners seeking to understand the potential of this market.
Ohio can increase its share of the nature tourism market through Market-Making Forums conducted by ODNR and OTA. We published “Nature Tourism Ohio: A Summary of Recent Discussions with Ohio’s Tourism Businesses and Parks Community” to share findings of these workshops, as well as trends research. 䡲 Data on outdoor recreation activities, including those most often done by overnight guests, is available following an ODNR survey. OTA served on the advisory committee that developed the survey and contributed toward recommendations. 䡲 Camping trends in Ohio, as well as best practices for exceeding guest expectations, were researched and presented by OTA to the Ohio Campground Owners Association and shared with industry partners. 䡲 OTA worked to improve the Ohio experience through direct involvement in several efforts, including projects to improve our statewide trail system, paddling trails, nonresident hunting visitation, and birding. 䡲 More than 40 industry members learned about the resources available at ODNR when OTA coordinated an Ohio Tourism Day at the Ohio State Fair.
Operations Highlights 䡲 Seeking to enhance the value of tourism industry jobs, OTA
is working with Prudential to explore a statewide benefits package to increase the benefits you can offer your employees and save you money. 䡲 Four Ohio communities called on OTA to provide facilitation services for strategic planning.
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OTA Staff
We Are Growing!
Melinda Huntley Executive Director Janet Johnson Deputy Director Jeremy Myers Membership & Communications Manager Beatrice Mitchell Assistant Meeting Planner
43%
Mark Meyer Bookkeeper
OTA membership has grown 43% since 2012.
The Ohio Travel Association Strategic Vision 2013-2015 can be found at ohiotravel.org by visiting About Us.
Please contact Melinda Huntley, OTA Executive Director, at mhuntley@ohiotravel.org or 614.572.1931 with any thoughts or questions.
95%
Ohio Travel Association 130 E. Chestnut St., Suite 301 Columbus, OH 43215
With a membership renewal rate of 95%, OTA has also tripled the number of new members from last year.
Toll Free: 800.896.4682 Phone: 614.572.1931 Fax: 614.572.1937 Ohiotravel.org
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