Tourism industry experts report that travel trends have changed in the post-pandemic world. Many travelers are now seeking unique immersive experiences in places which are ‘off the beaten path’ and rich with history. This trend offers an opportunity for Toledo Bend Lake Country given the area’s natural beauty and rich history. It is my objective that the Sabine Parish Tourist & Recreation Commission utilizes new and innovative marketing tools, as well as tried and true methods, to encourage travelers to come experience all that Toledo Bend Lake Country has to offer.
This 2024 strategic marketing plan focuses on marketing Toledo Bend Lake Country as a premier destination for fishing, outdoor adventure, and experiencing Louisiana’s unique culture and history. We will accomplish this through tactics that target and attract new and returning visitors to Toledo Bend Lake Country. The strategy is a data driven awareness and engagement campaign to key audiences and markets. We will leverage print media, digital media, social media, user-generated content, and technology.
This document provides the framework for the objectives we believe will best achieve our goal of promoting Toledo Bend Lake Country as a premier vacation and retirement destination.
Sincerely,
Georgia Craven Executive Director
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.
In 1960, Louisiana legislators navigated a small flotilla of boats down the Sabine River, across the Gulf of Mexico, up the Atchafalaya River and finally up the Mississippi River with their destination in sight – Governor Jimmie Davis at the State Capitol in Baton Rouge. A Toledo Bend supporter handed the governor a jug of Sabine River Water bearing the words “Let’s Build Toledo Bend” just as a newspaper photographer snapped a photo. The image appeared on the front page of the newspaper the next morning, which in these times, made it impossible for Davis to disown the project.
The idea of creating the world’s largest man-made body of water in the South began as a concept for water conservation and economic development in 1949. It had the buy-in of people in both Louisiana and Texas, and finally, eleven years later, support from the highest official in the state. The result is a 185,000-acre reservoir which extends 65 miles upriver to Logansport, Louisiana and inundates land in Sabine and DeSoto Parishes in Louisiana and Sabine, Shelby, Panola, and Newton Counties in Texas. It produces environmentally friendly hydroelectricity while also becoming a trophy fishery that annually attracts thousands of anglers from across the country, recreational boaters, bird watchers and families in search of a high-quality, yet affordable respite from the day-today stresses of everyday life.
The move from a good fishery to the nation’s number one fishery began in 1990 when the Sabine River Authority, the Texas Department of Parks and Wildlife, the Louisiana Department of Wildlife and Fisheries and the Toledo Bend Lake Association began pumping more than 280-million Florida strain largemouth bass into the massive reservoir. To date there have been more than 15 million placed in Toledo Bend reservoir. The goal of being the number one lake in the nation was achieved when Bassmaster named Toledo Bend Lake number one lake two years in a row in 2015 and 2016.
The area, rich in history, began under Spanish rule and was shuffled between Spain, France and England until Napoleon sold it to the United States as part of the Louisiana Purchase of 1803. The Sabine River acts as a border between Louisiana and Texas and heavy steamboat traffic created a thriving agriculture-based community in the 1800’s. The Parish was the site of a famous Civil War battle and the largest WWII military maneuvers ever held in the United States. The steamboat gave way to railroad traffic which brought in lumbermen who set up sawmills to convert the trees that blanketed the state into a thriving lumber business which is still in existence today. To keep it vibrant, a large-scale reforestation project created Hodges Gardens in the 1950’s which was the first tourist destination in the Parish. The area now boasts two beautiful state parks, a state historic site, championship golf, family adventure park, a full-service resort and conference center, and a host of hotels, cabins, lodges and RV sites and on the water, scenic byways and trails, free festivals and events, and unique dining and shopping opportunities.
The 2020 Census and 2023 estimate shows the population numbers changed less than 1% with a loss of ~250 people since the last full Census count in 2010. Median income and home values have increased since 2010 census data.
July 2023 Estimate Total
Converse ….................................................376 Noble ….......................................................201 Pleasant Hill ….............................................611
Population by Age Range
Children under 18: …...................................
Adults 18-64: …...........................................
…...................................................
Sabine Parish Educational Attainment
No Degree: …..............................................15%
High School Graduate: …............................47%
Some College: ….........................................25%
Bachelor's Degree: …..................................9%
Post grad: …................................................4%
Sabine Parish, the focus of this marketing plan, is a small, rural Parish with a population of circa 21,900 people. It is comprised of seven incorporated towns and villages. Many, the parish seat and largest municipality, is known as the ‘heart of Toledo Bend’ and boasts marinas, a championship golf course, restaurants, shops, resorts, RV campgrounds and a variety of attractions and festivals year-round. Zwolle, home of the signature Tamale Fiesta, North Toledo Bend State Park and the new Toledo Bend Family Adventure Park, attracts visitors annually to the area.
Tourism has steadily increased in Sabine Parish as the popularity of Toledo Bend Lake has grown. Named number one Bass fishing lake two years in a row in 2015 and 2016 the parish has enjoyed a 4% increase in visitors to the area year-on-year from 2017 through 2019. During the pandemic travelers looking to escape the crowds and the big cities came to Toledo Bend Lake in large numbers. Tourism increased an impressive 20%* in 2021. While recreational tourism – both domestic and international - remains strong, business and group travel are weak.
*Source: Increase in parish occupancy taxes collected
The Toledo Bend reservoir hosts approximately 100 local, regional and national fishing tournaments per year.
Thousands of visitor’s enjoy fishing, camping, fun on the beaches, and the newly-renovated championship golf course annually.
The typical visitor to Toledo Bend Lake County is:
• Average Age: 56
• Median income: $70,700
• 35% are retired
• Most have no children in the household
• Average visitor spending: $126 per day
• Most money is spent on food, lodging and entertainment (in that order)
• 66% of visitors make day trips and 35% visit in the Spring
• Visitors to the Sabine Parish area have the highest satisfaction rate with 94% giving it a high value-for-the-money score
*Source:Louisiana Travel Association
Visitor
The demographics of the website viewer and visitors to Toledo Bend Lake Country has started to shift over the last five years. While the average age is 56 years old, data shows that the area has an appeal to a broad age range, as well as both men and women. The average household income of the typical visitor is ~ $75K and they are frequent travelers who are outdoor enthusiasts.
Audience Demographics (Google Analytics):
• Adults 24-65
• Fishing Enthusiasts
• Golf Enthusiast
• Frequent Traveler
• Lake/Outdoor Affinity
• Average Household Income: $75,000
Sabine Parish Tourist Commission currently maintains a website for marketing to visitors called ToledoBendLakeCountry.com. The ToledoBendLakeCountry.com website is also used to house webpages for regional marketing initiatives such as Sale on the Trail and No Man’s Land. Google Analytics is used to monitor visitor traffic to the website.
Sabine Parish Tourist Commission has a presence on social media platforms, such as Facebook, Instagram, Tik Tok, YouTube, Twitter, and Pinterest. In 2023 social media followers and engagement increased because of campaigns utilizing User Generated Content (UGC) captured from CrowdRiff, as well as creative reels and sponsored social media ads created by our marketing partners.
Below you will find a SWOT analysis of Toledo Bend Lake Country and the strategic marketing plan managed by the Executive Director of the Sabine Parish Tourist and Recreation Commission. This plan details the strategy for promoting Toledo Bend Lake Country as a unique vacation destination, focusing on its abundance of outdoor attractions and its world class fishing and golfing.
This plan will utilize public relations tools including TV, radio, news releases, subscriber-based e-blasts, social media channels, printed materials and the Sabine Parish Tourist and Recreation Commission website to promote its attractions and events to as wide an audience as possible.
In total, the advertising and marketing budget for 2024 is approximately $282,450, a 15% increase from the previous year. The advertising expenditure represents approximately 42.5% of the total annual budget for the agency.
• Top-ranked fishery
• Well-designed facilities
• Newly remodeled golf course
• Family-friendly attractions & festivals
• Natural assets: reservoir, state parks, golf course, trails
• Historical assets: historic fort, museums
• Art gallery, Lunker Bass art
• Movie & community theater
• A mix of cabins, resorts, RV parks & Air BnB properties
• Certified Retirement Community
• Little to no light pollution
• Scenic highways offer enjoyable driving experiences for vintage car enthusiasts
• Parish roads need repairs
• Lack of broadband internet infrastructure
• Lack of branded properties (i.e., Hilton, Marriott, Hyatt)
• Not enough hotels for large tournaments and other large events.
• No large convention hall or music venue for larger tournaments or musical concerts
• Festival organizations lack capacity to take advantage of available grant
• Bad online reviews not resolved by fullservice resort
• Lack of lighting on the roads/highways at night
• Professional bass fishing tournaments returning to the lake
• Expand marketing of festivals
• Grant opportunities
• Access to affordable broadband by 2025
• Increase familiarization (FAM) and group tours; attract more writers and/or social medi influencers
• Expand marketing to the birding and cycling groups
• Ecology of the lake
• Low lake levels due to drought
Background: Toledo Bend Lake, the first lake to be named #1 Bass Lake by Bassmaster for two consecutive years, hosts local, regional, and national fishing tournaments year-round. While local and regional tournaments have a positive economic impact on the parish, national fishing tournaments sponsored by angler organizations such as B.A.S.S. and Major League Fishing are televised, live streamed on social media channels, and covered by highly rated sports media such ESPN and Fox. This translates into tremendous value for Toledo Bend Lake Country, providing national and international promotion of the fishery, community, and Louisiana around the world.
Hosting a national pro tournament offers immediate and long-term positive economic impact Toledo Bend Lake Country and the surrounding parishes The area should see an infusion of circa $2.5 million of additional sales tax per event, as well as garner residual impacts in the form of attracting more professional and amateur tournaments and independent travelers to the lake, nearby North Toledo Bend and South Toledo Bend State Parks, and surrounding communities.
Ben Milliken – 2023 St Croix Bassmaster Open
Objective: To promote Toledo Bend Lake as a world class fishery by hosting regional, and national fishing tournaments.
Target: National angler organizations/Amateur and professional anglers
Marketing Strategy: SPTC will sponsor national bass fishing tournaments to promote Toledo Bend Lake as a world class fishery where professionals and amateurs alike can catch that award winning Lunker (fish weighing +10lbs). We will utilize a multimedia strategy involving print ads in local and regional publications, digital ads, TV, radio, and social media to market the tournaments and Toledo Bend Lake as a world-class fishery.
Background: Toledo Bend Reservoir, a 185,000 acre lake, is the heart of Toledo Bend Lake Country. The area is best known for its world-class fishing; however, Toledo Bend Lake Country is a respite for any outdoor enthusiast, whether an avid golfer, birdwatcher, hiker, ATV rider or just someone who appreciates a beautiful sunset. While its sandy beaches have always been a draw for families, 2023 saw the opening of Toledo Bend’s newest attraction, Toledo Bend Family Adventure Park. Toledo Bend Lake Country offers an abundance of outdoor attractions and lodging which makes it a great destination for couples and families alike.
Objective: Promote Toledo Bend Lake Country as a premier vacation destination for outdoor/nature enthusiasts and increase visitor overnight stays and spending.
Target Audience: Married couples/ Families/ Young Professionals/ Outdoor Enthusiasts/ Corporate Teams/ Recreational Anglers/ Recreational Golfers/ Campers & Hikers/Birders.
Marketing Strategy: SPTC will utilize a multimedia strategy involving print ads in regional and national publications, targeted digital ads, social media, radio, and TV to promote Toledo Bend Lake Country outdoor adventure attractions. Additionally, we will participate in fishing and outdoor adventure industry trade shows and FAM tours to build positive media relationships and industry contacts.
Background: Residents of Sabine Parish are proud of the natural beauty of the region, but they are even prouder of its rich history. Slow to be settled, and marked by pivotal moments in history, the region known as ‘the Neutral Strip or No Man’s Land” exhibits a culture colored by several pockets of diverse groups like Native Americans, remnants of early Spanish colonies, Scots-Irish pioneers, African Americans, and others who fiercely hold on to their traditions and a way of life they cherish. The traditions of these groups are preserved and celebrated in festivals and events held throughout the year, festivals such as the Zwolle Tamale Fiesta and Freestate Festival.
Ancient roads such as El Camino Real or The King’s Highway, forts, museums, and food also become part of the story of this diverse region of our state. Visitors come to the area each year to experience this rich history and culture, and the people who make it come alive.
2022 Tamale Fiesta King & Queen
Objective: To Improve quality of stay of visitors by promoting cultural events and increase visitor overnight stays spending.
Target Audience: Married couples/ Families/ Young Professionals/ History Enthusiasts/ Recreational Anglers/ Recreational Golfers/ Campers & Hikers/Birders.
Marketing Strategy: SPTC will utilize a multimedia strategy involving print ads in local and regional publications, targeted digital ads, social media, radio, and TV to promote the annual festivals and events that make Toledo Bend Lake a premier vacation destination.
Background: Digital and social media marketing has quickly become the primary way to attract travelers to a destination. While Toledo Bend Lake Country has historically done some digital marketing, it has not fully leveraged social media to reach its target markets. In 2023 a marketing company specializing in tourism digital marketing was engaged to develop a new and innovative digital and social media strategy. That strategy involved utilization of digital impressions, paid social media ads, and search engine marketing to increase awareness and traffic to website. That approach is proving effective and will be continued in 2024, with the addition of geofencing to better target potential visitors. Our social media strategy will be augmented in 2024 by utilizing Bullseye Digital Marketing to develop engaging and creative content to reach NEW users, increase awareness of the area, and drive traffic to the website.
Objective: To promote Toledo Bend Lake Country as a premier vacation destination; and increase visitor overnight stays and visitor spending by using digital and social media marketing.
Target Audience: Married couples/ Families/ Young Professionals/ History Enthusiasts/ Recreational Anglers/ Recreational Golfers/ Campers & Hikers/Birders.
Marketing Strategy: SPTC’s marketing partners will deploy contextually targeted digital ads to desktops, tablet, and mobile devices to expand reach and build frequency with prospective travelers; deploy targeted paid social media ads on Facebook and Instagram featuring usergenerated photos (CrowdRiff) that showcase top attractions; optimize paid search engine marketing (SEM). SPTC will also generate a monthly e-newsletter promoting TBLC events and tournaments.
*Represents breakdown of Advertising budget by category
The Executive Director of the Sabine Parish Tourist and Recreation Commission is responsible for the implementation of this plan, and with assistance from the Marketing & Events Manager, will communicate all aspects of this plan to the Board of Directors and other community stakeholders. She will evaluate the overall effectiveness of the plan in achieving the stated objectives during and after implementation of the plan.
Each month, the Executive Director and the Marketing & Events Manager will evaluate the impact of advertising. Each vendor will be required to provide reports on the effectiveness of all advertising and promotion efforts. Results will also be measured through web and social media analytics as well as visitation numbers provided by the Louisiana Travel Association.
This Marketing Plan is fully adaptable and can be modified to respond to issues that arise. Promotions, publicity events, etc. can be added and deleted when necessary. The plan has contingency funding built in to be used for these purposes.
The 2024 Marketing Plan has been read, reviewed and approved by the following staff:
Executive Staff:
Georgia Craven 11/9/2023
Georgia Craven, Executive Director Date
Lauren Moore 11/9/2023
Lauren Moore, Commission President Date
January
February
Tourism: January Events, NML, Valentine’s Day Trip Ideas
Fishing: Lunkers, Tournaments, Fishing Reports, Winter Fishing Tips
Tourism: February Events, NML, Valentine’s Day Trip Ideas, Winter Trip Ideas, Mardi Gras Events
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Winter Fishing Tips
Tourism: March Events, NML, Easter Events, Mud Truck Madness, Battle of Pleasant Hill, Spring Trip Ideas
March
April
May
June
July
August
September
October
November
December
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Spring Fishing Tips, Bassmaster Open Tournament
Tourism: April Events, NML, Choctaw Apache Powwow, Spring Trip Ideas, Sale on the Trail, Mother’s Day Trip Ideas
Fishing: Lunkers, Tournaments and Results, Bass Unlimited Banquet, Fishing Reports, Spring Fishing Tips, Sealy’s Big Bass Splash, Bassmaster Open Tournament
Tourism: May Events, NML, Zwolle Loggers and Forestry Festival, Fisher Sawmill Days, Summer Trip Ideas, Sale on the Trail, Father’s Day Trip Ideas
Fishing: Lunkers, Tournaments and Results, Sealy’s Big Bass Splash, Fishing Reports, Summer Fishing Tips
Tourism: June Events, NML, Black Heritage Festival, Fourth of July Events, Summer Trip Ideas
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Summer Fishing Tips
Tourism: July Events, NML, Summer Trip Ideas, Fourth of July Events
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Summer Fishing Tips
Tourism: August Events, NML, End of Summer Trip Ideas
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Summer Fishing Tips
Tourism: September Events, NML, Toledo Bend event, Fall Trip Ideas, St. Jude’s Fall Fest, Sabine Parish Fair and Rodeo
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Fall Fishing Tips
Tourism: October Events, NML, Fall Trip Ideas, Zwolle Tamale Fiesta, Halloween Events, Sabine Freestate Festival, Choctaw Apache PowWow
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Fall Fishing Tips
Tourism: November Events, NML, Louisiana Native American Arts Festival, Veteran’s Day Program, Holiday Events, Holiday/Winter Trip ideas
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Winter Fishing Tips
Tourism: December Events, NML, Winter Trip Ideas, Zwolle Christmas Festival, Christmas Events, Many Christmas Parade and Christmas on Main, Winter Wonderland of Lights
Fishing: Lunkers, Tournaments and Results, Fishing Reports, Winter Fishing Tips
