2011 Greater Rome Convention & Visitors Bureau Annual Report

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Greater Rome Convention & Visitors Bureau 2011 Annual Report

Economic Impact

Total 2010 Economic Impact of Tourism

2010* total impact of tourism in Rome & Floyd County: $111,460,000

Estimates include travel expenditures, travel-generated employment and payroll income, as well as tax revenues for state and local government. In Floyd County, the tourism industry supported a payroll of $22 million and supported 1,160 jobs throughout the service and hospitality industries.

Travelers to Rome & Floyd County generated $4.1 million in state tax revenue and $3.31 in local tax revenue. Estimates according to a study by the US Travel Association. *2011 numbers will be available from the US Travel Association September 2012.

2011 Economic Impact of Sports, Groups & Events *Numbers represented on this economic impact report represent only events, conventions, meetings and other activities where the GRCVB was directly involved in planning, coordination, or assistance.

Total GRCVB Impact

$7,650,850 Meetings & Conventions

$471,618 Sports Events

$5,419,380 Weddings

$118,005 Reunions $551,459 Group Travel $13,267 Events $1,072,301 Corporate Travel

$4,820

People serviced 67,742; 155 groups Local Tax Generated on Groups $229,525 State Tax Generated on Groups $306,034 Market Mix of Sports, Groups & Events Meetings & Conventions: 6% Sports Events: 71% Weddings & Reunions: 9%

Group Travel: 0.17% Events: 14%

Corporate Travel: 0.06%

Major Conventions & Events in 2011 Date January February

March

April

May

June

July

August September October

November December

Event Mason Dixon Girls Basketball Tournament 7AA Sub-Region Basketball Tournament 7AA Region Basketball Tournament

SSAC Men’s & Women’s Basketball Tournament Berry Half Marathon Carl Hurley Show

Georgia State Jr Spring Open

Clocktower Classic Handcycling USTA Adult League State Championship Roman Roast on the River

Convertible Club - Loudon, TN

Georgia Challenger Southern Closed 16 6 yr. old Dizzy Dean World Series

Georgia Jr Open

Southern Closed Doubles Championship Georgia Main Street Conference USTA National/Regional Jr. Tennis Championship Shorter University Homecoming

USTA Southern Combo Doubles

NAIA Football National Championship

Estimated Impact $79,608.00 $309,972.00 $302,484.00 $416,096.00 $212,424.00 $80,750.00 $307,392.00 $75,792.00 $189,560.00 $598,539.00 $79,242.00 $327,900.00 $233,444.00 $558,310.00 $366,526.00 $312,060.00 $106,500.00 $79,608.00 $314,800.00 $127,120.00 $1,131,169.00

*This is not a complete listing of all events assisted or planned by the GRCVB - this listing only includes events which generated at least $75,000 of economic impact or more.

Marketing & Public Relations Advertising

Leisure Travel Market - Print Airtran GO! Inflight Magazine Blue Ridge Country Enjoy! Magazine Georgia Backroads Georgia Travel Guide Georgia State Parks Guide GEMC Georgia Magazine Rome News-Tribune See Ya There!

Southern Distinction

Leisure Travel Market - Television Comcast Cable Georgia Public Broadcasting

Leisure Travel Market - Internet Georgia Tourist Guide Google Adwords Facebook Ads Trip Advisor

Last Stop Gift Shop RN-T Bride Guide Magnolia Magazine Northwest Georgia Living Rome News Tribune WLAQ

Leisure Travel Market - Radio Georgia Public Broadcasting Sports Events Market Sports Destination Management SportsEvents College Fanz Sports Network

Online Marketing RomeGeorgia.org Metrics 2011 Visitation 50,587 2010 Visitation 46,204 2009 Visitation 33,780 2011 Pageviews 133,442 2010 Pageviews 126,188 New Visits 79% Average time on site 2.12 m 2011 Events on Calendar 708 2010 Events 320

Online Information Requests 2011 Requests 610 2010 Requests 296 TheCivilWarInRome.org Metrics 2011 Visitation 1,515 2010 Visitation 203 SportsInRome.org Metrics 2011 Visitation 219 2010 Visitation 186

Mobile Marketing Website Visitation Via Mobile Phones 2011 Visitation 4,615 2010 Visitation 1,918 To better accommodate the growing mobile world, the GRCVB launched a new mobile application on December 15, 2011 designed to serve as an interactive guide for visitors with hotel, restaurant and attraction information.

Social Media Facebook/RomeGeorgia 2011 Total Likes 9,009 2010 Total Likes 3,959 2011 Total Impressions 2,501,774 2010 Total 315,182 2011 Total Feedback 8,751 2010 Total 5,030 Facebook/LastStopGiftShop 2011 Total Likes 166 2010 Total Likes 51 2011 Total Impressions 40,160 2011 Total Feedback 134

In-House Publications • Georgia’s Rome Visitor Guide • 10,000 copies • Visit Georgia’s Rome • 20,000 copies • Outdoor Adventures in Georgia’s Rome • 4,000 copies • The Civil War Guide to Georgia’s Rome • 5,000 copies • Seasonal Calendars - 5,000 - 8,000 copies each • Spring into Rome Calendar of Events • Summer Fun in Georgia’s Rome • Fall in Love with Georgia’s Rome • Winter Calendar of Events • Between the Rivers Driving Tour • 3,000 copies • Myrtle Hill Cemetery Tour • 3,000 copies

Top Achievements

Greater Rome Convention & Visitors Bureau

Marketing & Public Relations • Developed new Visitor Guide in conjunction with the Downtown Development Authority • Published quarterly printed calendar of events • Enhanced social media community through increased activity and interaction • Continued success of seasonal photo contests • Launched interactive Visitor Guide application for Android and Apple smartphones • Increased resources available to the film industry on Rome & Floyd County • Launched the “Superstars of Service” recognition program to honor service industry employees who exceed expectations and benefit Rome & Floyd County Civil War 150th Anniversary Marketing • Developed two Civil War series: Spirits of the Civil War and Civil War Symposium Series • Expanded online Civil War content and social media interaction Group Travel • Recruited new tour group business at TravelSouth Conference in Atlanta Sports Marketing • Actively recruited new business at the TEAMS Sports Conference in Las Vegas • Awarded “Top Destination to Watch” by SportsEvents Magazine • Partnered with Georgia Sports and the National Association of Sports Commissions • Expanded sports and events committee to improve communication in planning events Product Development • Continued to advocate and organize the development of The Tennis Center of Georgia • Actively supported the development of the West Third Corridor in Downtown Rome as the prime location for a new, full-service hotel • Advocated for trail system on Jackson Hill

Last Stop Gift Shop & Rome - Floyd Visitor Center Visitor Information • Remodeled Visitor Center and workspace to provide more area for visitors • Increased brochure display area and capacity for marketing locations around Georgia • Reducing the amount and weight of Visitor Center mail-outs to save money, conserve paper, and be able to better target the individual needs of each visitor Personnel • Hired new retail manager and team to aggressively sell products and assist visitors with information Marketing • Increased social media outreach with Facebook (followers increased by 100%), the addition of Twitter, and the creation of a new monthly “All Aboard Newsletter,” sharing images and stories with our customers electronically; facilitation of online discussions, promoting our brand and promoting Rome • Renewed focus on the importance of advertising in local publications Programs & Events • Developed artist show series for community outreach and awareness • Continued to expand corporate gift program • Overall, driving the curiosity of customers and potential customers with new activities and products offered on Jackson Hill Expanded Product Line • Business with new consignors met through word of mouth, through our events, and encounters at festivals Winter Art Market • The event focused on local handcrafted items and was held December 1-2 at the Rome Civic Center. It featured over 40 vendors with a huge variety of handmade items from preserves and wood-turned bowls to salsa and hand-crafted jewelry. Through the event, new business relationships were created and a record season was recorded for the Last Stop Gift Shop.

2012 Outlook 2012 Objectives

Marketing & Public Relations • Continue to grow Camera Ready program for recruiting film and production • Increase awareness of trail system through marketing and technological innovations • Develop new social media presence for untapped markets (history researchers, viral video, expanding mobile usage) • Expand Rome - Floyd Hospitality Association with local marketing value • Educate community on role and purpose of Convention & Visitors Bureau • Recruit new travel writers and increase national editorial exposure Meetings, Conventions, & Groups • Reemerge into group travel market as prime destination Sports Marketing • Develop partnership with public and private schools, both secondary and collegiate, for new recruitment of sports events • Increase trade show participation to encourage recruitment Last Stop Gift Shop • Develop Spring Art Market as a premier local art and craft event • Create new events focused on local artists and authors • Launch new website with complete product listing • Increase gift shop sales through awareness and product development Product Development • Continue to advocate for funding and development of The Tennis Center of Georgia • Expand Civil War 150th Anniversary programing

Events booked for 2012 Date February March April May

June

July

September November December

Event Expected Participants Berry Half-Marathon 2,000 SSAC Men & Women’s Basketball Tournament 450 Rome-Shorter Relays 2,000 Mid-South Conference Championships 1,300 Clocktower Classic Handcycle Race (spectators) 400 Republican Party District Conference 175 Tri-for-the-Kids Youth & Olympic Triathlon 500 Gulf South Conference Baseball Championships 500 Shorter Track “Last Chance” Invitational 900 USTA Georgia Adult League Tennis Championship 1,000 Rome River Jam 6,500 Roman Roast on the River

6,800 Georgia Jr Challenger 600 Southern Closed 16 320 Tri-for-the-Shelter Youth & Olympic Triathlon 300 Regional Junior Tennis Tournament 125 Georgia Jr Open

650 John Isner Tennis Camp

50 RACE Rome Sprint & Youth Triathlon 250 Wings Over North Georgia Air Show

75,000 Seven Hills Three Rivers Adventure Race 125 RACE Rome Mountain Bike Race 200 NAIA Football National Championship 5,300 Rome 26.2 Marathon 2,000

*This is not a complete listing of all events assisted or planned by the GRCVB; this listing only includes events which are expected to generate at least $25,000 of economic impact or more.

Personnel & Services GRCVB Staff

Lisa Smith Kathy Mathis Linda Smith Ann Hortman Chris Cannon

Executive Director Deputy Director Sales & Event Coordinator Sports Marketing & Events Director of Communications

Charlene Mathis Visitor Center & Gift Shop Manager Luke Chaffin Customer Service Specialist & Marketing Assistant Robin Shamblin Customer Service Specialist

2012 GRCVB Board of Directors Jennifer Beard, Chair Sandra Lindsay, Vice Chair Larry Arrington John Bennett Brenda Bowen Mike Burns Kim Canada Garry Fricks Richard Garland Vickie Hill Holly Lynch Chris McHagge Jackie Moreland Gay Nichols Anil Patel Vivian Richmeier Rebecca Roberts Ernie Smith Joyce Smith John Spranza Blaine Williams

Berry College Suntrust Bank Shorter University City of Rome Harbin Clinic Sara Lee Corporation Rome City Commission Floyd County Commission Rome Floyd Parks & Recreation Synovus Mortgage The Season The Claremont House Hype, Inc. Hawthorn Suites Country Inn & Suites Coosa Country Club Shorter University Dempsey, Lord, & Smith Fairview & E.S. Brown Heritage Corporation Georgia Highlands College Floyd County

Services Offered by the GRCVB • • • • • • • • • • •

Free procedure manual and facilitation for sports and events Personalized information on facilities, hotels, attractions, restaurants & entertainment Welcome packets for groups and conventions Personal site visits for sports, event and meeting planners Bid presentation: hotel & facility availability & rates Promotional literature for pre-mailings & on-site event use Customized itineraries for group tours Ideas for theme parties & entertainment Referrals to suppliers for needed goods & services Wedding and reunion coordination assistance Press kits, complimentary tours and assistance to the media.

Contact

Greater Rome Convention & Visitors Bureau For information on Georgia’s Rome

402 Civic Center Drive, Rome, Georgia 30161 www.romegeorgia.org • 800-444-1834 Phone: 706.295.5576 • Toll Free: 800.444.1834 • Fax: 706.236.5029 www.RomeGeorgia.org