If I had to sum up 2023 with one word it would be BIG. In 2023 Toledo Bend Lake showed why we say this is where you can find a Big Lake, Big Fish and Big Fun. The Toledo Bend Lake Association Lunker Program recorded a 15.67 lb. largemouth bass caught by Bill Cook of Houston, Tx, a new lake record. This record-breaking lunker was only one of fifty-seven lunkers caught in the 2022-2023 season by anglers competing and vacationing on Toledo Bend Lake, proving that the lake is back!
The Sabine Parish Tourist Commission (SPTC) team hosted the Bassmaster Open tournament in the spring, returning the top-rated bass fishing organization to Toledo Bend after a six-year hiatus. The 220+ boat tournament had a $1.7 million economic impact on the parish in addition to returning Toledo Bend to the professional fishing scene.
The year brought the reopening of the newly renovated Cypress Bend golf course, the opening of a new family adventure park, and new events such as the Patriot Weekend featuring a poker run and boat parade. These new attractions and events help drive a 24% increase in revenues during the early part of the year. However, oppressive heat and wildfires caused a slowdown in tourism the latter months of the year.
The year also saw new alliances being formed with a neighboring county and a regional university. SPTC, partnering with Sabine County and Sabine Parish Chambers of Commerce, executed the first ever lake-wide poker run, designed to increase summer tourism, and support local charities. This effort was recognized by the Louisiana Travel Association. Additionally, the SPTC team hosted students from the Northwestern State University Hospitality Management & Tourism program at Cypress Bend Resort and Wildwood Resort/Toledo Bend Family Adventure Park to highlight hospitality careers and the Louisiana tourism industry.
While I am proud of the accomplishments in 2023, I remain focused on the future. I anticipate continued growth in tourism for Sabine Parish. Bassmaster Elite Series and Major League Fishing Bass Pro Tour will both kick off their 2024 season on Toledo Bend Lake. The greens on our championship golf course are better than ever, and the adventure park is expanding for its second season. 2024 promises to be a fantastic year!
I want to express my sincere gratitude and appreciation to the SPTC team, our tourism partners and the community for your unwavering support. We are better together, and together we will continue to promote Toledo Bend Lake as the premiere vacation and retirement destination in Louisiana.
Sincerely,
Georgia CravenIt is the Sabine Parish Tourist Commission’s Mission to promote Toledo Bend Lake Country as a premier vacation and retirement destination; increase short term rental occupancy rates; and enhance the quality of stay for visitors through support of events and development of tourism infrastructure
Sabine Parish Tourist Commission's Vision is to lead sustained efforts in tourism and economic development through community engagement and partnerships in Sabine Parish and the region
❑ Implement data-driven marketing strategy to promote our destination to domestic and international travelers
❑ Partner and advocate to develop new tourism products
❑ Support our hospitality and community partners
❑ Strengthen agency brand in community
❑ Amplify organizational effectiveness
The SPTRC is funded by a 3% Hotel/Motel Occupancy Tax that is collected from the visitor by each accommodation in Sabine Parish and by the State Enterprise Fund that is a rebate of 3.96 % of the 4 percent sales tax collected on each hotel or motel room, RV pad, etc. in the parish. The sales tax is remitted to the State Revenue Department, then to the Treasurer’s Office and reimbursed to the SPTRC quarterly. State and Federal grants may also be awarded to fund marketing activities and special community projects.
This year began a shift in marketing strategy, away from traditional print media to digital, and social media marketing. The marketing campaign objectives were to:
• Build awareness of Toledo Bend Lake Country as a visitor destination in key target markets
• Drive quality website traffic
• Increase social media followers & engagement
• Increase Overnight Stays
• Encourage Visitor Spending
Target markets included:
Austin Lafayette
Baton Rouge Lake Charles
Dallas New Orleans
Houston Shreveport & ArkLaTex
Goal #1: Increase followers on all social media platforms by 10% over 2022.
Results:
Goal #2: Increase reach in drivable markets (e.g., within 4 hrs. drive time) to increase in-state visitors
Results: The Tourist Commission partnered with KTBS and Bayou Outdoors 365 to market events in the ArkLaTex region increasing awareness of Toledo Bend Lake and its attractions. The Executive Director participated in podcasts with popular talk show host Moon Griffon reaching travelers in Monroe, Shreveport, southern Louisiana and Mississippi. Attractions such as Living the Dream reported increased bookings from visitors from these regions following the airing of the show featuring Toledo Bend Lake Country.
Goal #3: Optimize long standing marketing contracts to reduce costs and/or increase value.
Results: Legacy contracts and print ads were cancelled, allowing reallocation of funds to digital and social media ads which reached a larger and broader audience and drove quality traffic to destination website. More than 6.5 million digital impressions were seen by potential travelers in 2023, while Facebook and Instagram posts reached over 1 million potential travelers. Website traffic increase by 7% in 2023 and pageviews were up 2%.
Goal: Increase Occupancy Tax revenue by 10% over 2022.
Results: Local Occupancy Tax revenue was up 1% over 2022. Sales tax revenue in 2023 increased by 7% over 2022. There was a strong start to travel in 2023, but it was slowed by the incessant heat and wildfires in Sabine Parish and the surrounding parishes during the summer.
Analysis of visitor spending in our parish during 2023 will be available later in 2024 but early indicators show continued economic growth for the parish.
$11M in Visitor Spending 2022
*Source: University of New Orleans HospitalityResearch Center
$1.2M Tax Revenue due to visitor activities
❑ Professional sponsorship-Gleason Fishing
❑ Leaders Against Litter
❑ Chamber of Commerce
❑ Economic Development Council
❑ Sabine Parish Government
❑ Sabine County Chamber of Commerce
Pro Angler Darold Gleason
❑ El Camino Real – Caddo Region
❑ No Man’s Land
❑ Louisiana Love the Boot Program
❑ Louisiana Office of Tourism
❑ Louisiana Travel Association
❑ Louisiana Trails & Byway Program
❑ Louisiana Birding Trail
❑ El Camino Real de los Tejas
❑ Cane River National Heritage Area
❑ Main Street America Program
Goal: Support our hospitality & community partners
Results: Kelsi Horn, Marketing & Events manager hosts quarterly networking events meetings designed to educate and empower the community and our tourism partners. Topics included Grant Writing, Impactful Social Media Marketing and the Importance of Sports Tourism.
Goal: Partner and advocate to develop new tourism products
Results: The Tourist Commission, working with Sabine Parish and Sabine County Chambers of Commerce, planned and executed the 1st annual Patriotic Weekend featuring a Poker Run and Boat Parade held July 4th weekend. The marketing campaign promoted events happening on Toledo Bend Lake (on both the Louisiana & Texas side) to highlight this as a premier destination during the summer.
#toledobend#patrioticweekend
❑ 1st ever parish/county collaboration to promote tourism to the lake
❑ Marketing campaign targeted families, boaters, cyclist, summer road trippers
❑ Highlighted outdoor adventure, attractions, family friendly events and live music
❑ Utilized multi-media platforms such as TBLC and event website, TBLC social media channels, radio and TV
❑ Exceptional community involvement & support
❑ Over $10K raised for local charities
The Sabine Parish Tourist Commission is open to visitors Monday-Friday from 8:00am to 4:30pm to welcome visitors to Toledo Bend Lake Country. The Tourist Commission is also home to community events and celebrations during the year.
216 visitors signed the guest book
Guests traveled from 15 states including LA, TX, SC, MO, FL, and NM International visitors traveled from 3 countries – Canada, Germany & the United Kingdom
Trick or Treat with The Commission Holiday Jingle & Mingle
The Toledo Bend Lake Country Visitor Guide and Experience Guide tells visitors things to do, and where to stay and eat while in the area. The visitor guide and other brochures were sent to more than 600 travelers in the U.S., as well as international travelers in Canada, Germany and New Zealand.
Outstanding Convention & Visitor’s Bureau of the Year: This award recognizes exceptional efforts in tourism promotions through events, activities or marketing initiatives, showing proof of return on investments through increased visitation. SPTC received the 2024 Louey Award for Outstanding CVB of the Year by the Louisiana Travel Association for achievements during 2023.
Louisiana Travel Association Board of Director: SPTC Executive Director Georgia Craven named to LTA Board of Directors representing Sabine Parish
Louisiana Tourism Leadership Academy (LTLA): Kelsi Horn, SPTC Marketing & Events Manager, was accepted into a yearlong program aimed at developing up and coming professionals in the tourism industry.
World-Class Professional Bass Tournaments for a World-Class Fishery: The SPTC team hosted Bassmaster Opens tournament bringing the prestigious organization back to Toledo Bend Lake after a six-year hiatus. They also won the bid to bring Major League Fishing Bass Pro Tour and Bassmaster Elite Series to the reservoir in 2024!
Community Partnerships: Georgia Craven, Executive Director, hosted the first ever Career Day with NSU Hospitality Management & Tourism program to introduce students to TBLC and the careers available in hospitality industry.
#StillServing: Meredith Matt, NSU Intern, developed and executed a social media campaign honoring Sabine Parish veterans who are still serving their community.
TOLEDO BEND LAKE COUNTRY BOARD OF DIRECTORS
LAUREN MOORE, PRESIDENT
Sabine Parish Chamber of Commerce
MARTHA HENDERSON, VICE PRESIDENT
City of Zwolle
SUZANNE WILLIAMS, TREASURER
Mayor of Florien
EDITH PALMER
Sabine Parish Tourist and Recreation Commission
HANNAH SAVELL
Sabine Parish Chamber of Commerce
BONNIE FOX-MILES
Sabine Parish Police Jury
BOBBIE JACKSON
Mayor of Many
TOLEDO BEND LAKE COUNTRY STAFF
GEORGIA CRAVEN
EXECUTIVE DIECTOR
KELSI HORN
MARKETING AND EVENTS
MANAGER
MEREDITH MATT
MARKETING ASSISTANT
KRYSTAL SEPULVADO
OFFICE ADMINISTRATOR
