Visit Syracuse Annual Report 2024
Who We Are
OUR MISSION
The Visit Syracuse mission is to showcase the beauty, historic charm, diverse cultural richness, four distinctly inviting seasons, and alluring array of events and festivals that define our region, inspiring visitors to create memorable experiences while providing quality of life benefits for our residents.
OUR VISION
As a community leader through our promotions and partnerships, we aim to stimulate economic vitality for our stakeholders and create a prosperous future for our community through consistent growth and development of tourism, conventions and film & television production.
CORE VALUES
To perform effectively by adhering to guiding principles of equity, authenticity, and excellence.
DIVERSITY, EQUITY & INCLUSION
As the official destination management organization for Onondaga County, Visit Syracuse recognizes how critical inclusivity is to the tourism industry. It is our responsibility to promote the different cultures, history, heritage, cuisine, art and people that make our community unique in order to provide opportunities for under-represented communities to experience travel as a safe and equitable activity. Visit Syracuse is committed to bringing together a wide variety of voices when promoting tourism and sustaining our county’s economic growth. We will strive to be an organizational leader in intentional inclusivity, celebrating the cultural diversity of our community. Our organization is actively involved in Travel Unity, an organization with the purpose of increasing inclusion in the world of travel. Our upcoming Strategic Planning process will also further our commitment and strengthen our abilities and understanding in how to better promote diversity, inclusivity and equity within the travel and hospitality industry.
ABOUT OUR ORGANIZATION
Visit Syracuse plays a critical role in Onondaga County’s economic development strategy through its focus to grow the area’s business of leisure tourism, meetings & conventions, sporting & special events and film/television production. We are designated as Onondaga County’s official Tourism Promotion Agency (TPA) via our direct collaboration with Empire State Development and the “I Love NY” program.
An abundance of fabulous restaurants, first-class arts and cultural experiences and top-notch attractions await all visitors to the region, and the dedicated team of professionals at Visit Syracuse continuously market promote all four seasons through marketing campaigns, brand development, media relations, and more. We have the data and the resources to identify, capture, target and retarget a wide scope of potential visitors as we invite them to come enjoy and explore Syracuse, Onondaga County and Central New York, a great place to live, work, play and visit.
History
Visit Syracuse was established in 1919 to promote the Greater Syracuse area as a convention and leisure destination. Known initially as the City Club of Syracuse, which merged with the Syracuse Chamber of Commerce in 1918, the organization was officially designated as the Syracuse Convention & Visitors Bureau in November 1919. In 2015, the name was shortened to Visit Syracuse, for marketing purposes. No matter which name we go by, we have the distinction of being the first officially designated CVB organization in New York State.
Hosting conferences, conventions and more
Meeting and event planners, along with their attendees, appreciate the accessibility of our destination at the crossroads of two major interstates, within a short four-hour drive of 10 major North American markets (home to about 80 million people.) Easy access via AMTRAK, as well as continued expansion of incoming flights to Syracuse’s Hancock International Airport, further solidifies our ability to serve as a host destination for a variety of meetings and events. Planners work closely with the Visit Syracuse sales and services team to review our selection of facilities and venues alongside an array of accommodations to fit any style and budget, setting the stage for the Central New York Region to host a variety of state, regional and national meetings, and events.
Bringing Film Production to Syracuse
The Visit Syracuse Film Office works to promote, develop, and increase film & television production in the Central New York region. Utilizing state and local tax and rebate incentives, initiating local crew training programs, assisting with permits, and connecting filmmakers with area businesses are just a few examples of ensuring success. Having worked on dozens of films, with many more in development, the film office is constantly striving to make the Syracuse area a staple in the entertainment and film industry.
A letter from the President and CEO
It is with great pleasure and optimism that I present to you Visit Syracuse’s Annual Report for 2023. Over the past few years, our area has experienced a remarkable surge in tourism, bringing with it a host of benefits and opportunities for our community. For the first time in history our tourism economy shattered the one-billion-dollar mark for the second consecutive year!
The tourism industry has proven to be a cornerstone of economic growth, contributing substantially to local businesses, job creation, and infrastructure development. Hotels, restaurants, retail establishments, and cultural attractions have all seen increased patronage, fostering a vibrant local economy. Moreover, the influx of visitors has not only enhanced our cultural diversity but also promoted greater understanding and appreciation of our unique heritage. The investments made, thanks to Onondaga County’s Leadership, in promoting our tourism assets, coupled with strategic partnerships and community engagement, have undoubtedly played a pivotal role in this success.
Visit Syracuse Film continued its upward trend in 2023 with over 35 million dollars in production revenue in Onondaga County. Film production is not just about entertainment; it serves as a dynamic economic engine that generates substantial revenue and creates numerous job opportunities. Iconic filming locations often attract tourists, boosting local tourism industries. These locations become landmarks that draw visitors eager to experience the magic of their favorite films firsthand. Add to that the production companies and visiting crew members who stay, often for weeks at a time, and this influx of tourists further supports local businesses, from hotels to restaurants, sustaining a thriving economic ecosystem.
Our convention sales team continues to achieve outstanding results even while being faced with a drastically changing convention center district. All booking goals were exceeded, and the combined economic impact of these definite bookings will be north of $38 million. In today’s competitive market, achieving excellence requires more than just skill; it demands unwavering passion, strategic vision, and a relentless pursuit of perfection—all qualities that our team exemplifies. This success not only enhances the reputation of our organization but also elevates the standards for convention sales professionals everywhere.
I would like to commend my incredible marketing team for doing an outstanding job. In 2023 we have seen a significant rise in both our website traffic and social media engagement metrics. This achievement reflects the dedication, creativity, and strategic thinking that the team brings to the table. Their ability to harness the latest trends and insights in digital marketing has been instrumental in achieving these results.
Looking ahead, I am optimistic about the opportunities that lie before us. However, those opportunities are countered by an extremely challenging time in our convention district. The looming Route 81 project and the dramatic loss of inventory of hotel rooms downtown create the perfect storm. Less hotel rooms will create higher room rates at a time when price sensitivity is paramount. To this end, we are actively exploring strategies to mitigate the impact of higher prices on our customers, such as value-added services, promotional offers, or strategic partnerships. We will continue to explore emerging markets to help offset the anticipated loss of business. I am confident on the other side of this storm the increased infrastructure and amenities associated with new hotel development will enhance local attractiveness and elevate us to a premier destination.
DANNY LIEDKA President & CEO
TABLE OF CONTENTS
• Confirmed 55,000+ convention/event room night bookings for 2023, with an economic impact of $38M+.
• Created a presence at the Syracuse Hancock International Airport with banner graphics and backlight ads in the terminals, a 10-foot video wall, displaying things to do in the area, and two-kiosks that act as extensions of our website, showing viewers events, things to do, restaurants and more right there in the airport!
• Earned a New York State Tourism Industry Association Excellence Award for Printed Materials for the production of the 2022-2023 Syracuse Visitors Guide, which was created fully in-house.
• Worked extensively on preparation for the April 2024 Solar Eclipse working alongside ILNY and additional partners to showcase the area as a primary viewing destination through PR and promotional efforts.
• Saw film production budgets of $7M in 2023, despite suffering the setbacks of industry strikes.
BOARD OF DIRECTORS
Pyrmaid Management Group
The Visit Syracuse Board of Directors is comprised of members of our hospitality industry reprsenting hotels, the county’s largest convention center space, some of the area’s top attractions as well as government employees. The Board assists Visit Syracuse in overall planning, budgeting, approval processes and direction of destination management within Onondaga County as well as the Finger Lakes and Central New York Regions.
Syracuse
PETER CASPER ASM/Syracuse: The Oncenter/St. Joseph’s Health Amphitheater at Lakeivew
Properties
Onondaga County Executive Office
KATHY RAPP Chair
FRANK CALIVA City of
SID BHATTACHARYA Syracuse University
FRANKLIN FRY Redhouse Arts Center
TONY MANGANO Prima Terra
SUE STANCZYK
DAVID AITKEN
KYLE HARES Woodbine Hospitality Group
JASON TERRERI Syracuse Regional Airport Authority
OUR STAFF
VISITOR SPENDING
Growth in traveler spend was up 29.4% FROM 2021 TO TOTAL $1.175 BILLION IN 2022
VISITORS SPEND
$134,132 EVERY HOUR in Onondaga County
JOB GENERATION
Tourism related industries employed
14,816 PEOPLE and resulted in $472 MILLION in labor income
TAX REVENUE
Tourism generated $81 MILLION in local taxes and $62 MILLION in state taxes
TAX SAVINGS PER HOUSEHOLD
IN ONONDAGA COUNTY WAS $753
VISITOR SPENDING
CATEGORY
TOURISM IS VITAL IN SUSTAINING A COMMUNITY’S ECONOMIC GROWTH AND BALANCE.
Marketing & Communications PROMOTIONS & PARTNERSHIPS
NY BY RAIL
Visit Syracuse runs yearly campaigns in the NY By Rail magazine, found on Amtrak trains and stations across the state. These ad campaigns run both in the print edition as well as digital and include a special highlight in their e-newsletter. This year NY By Rail celebrated their 20th Anniversary and Visit Syracuse has been a committed partner all 20 years.
ECLIPSE POSTER & GLASSES
Visit Syracuse began a partnership in 2023, with Dr. Tyler Nordgren to create a unique-to-Syracuse Eclipse poster for the April 2024 event. The team also parterned with the Finger Lakes region to create and give out free eclipse glasses.
BLUES FEST & JAZZFEST
Visit Syracuse continued the partnerships with the New York State Bluesfest and the Syracuse International Jazzfest the last several years, to assist in promoting these two large musical events. Promotions include Spotify ads, digital and social advertising, streaming channels and some print throughout the state as well as the Northeast, including New York City, Boston and Philadelphia regions.
SYRACUSE AIRPORT KIOSK & VIDEO WALL
During 2023, Visit Syracuse worked with the company TrueOmni to build out a full-size and desktop-size kiosk for use at the Syracuse Hancock International Airport. We also had a video wall installed showing highlights of things to do in the region. The kiosk is similar to VisitSyracuse.com, allowing airport visitors to access information and maps in terms of hotels, events, things to do and more about the region!
UPSTATE EATS TRAIL
The Upstate Eats Trail is a collaborative effort between the DMO’s of Buffalo, Rochester, Syracuse and Binghamton to promote an Americana food trail stretching from Binghamton to Buffalo. Created in 2020, the combined efforts of all four partners has led to a wealth of media coverage and social media exposure.
UpstateEatsTrail.com supports the venture with highlights of each city and their selected restaurants. Visit Syracuse has been managing the Trail’s first social media channel, found on Instagram, growing it’s followers to over 2,000 and working extensively with influencers and journalists to expand further.
SPORTS & ATHLETICS
Visit Syracuse has longstanding relationships with both the Syracuse Crunch and Syracuse Mets. Through a variety of partnerships the SYR logo can be seen during televised broadcasts as well as on partner social media channels.
The organization is also entering the third year of an exciting partnership with Learfield and Syracuse University Ahtletics to promote visiting or returning to the region for a game. Some of the fun digital promotions and contests you may have seen so far are the “Where Do You Cheer From?” and “Why I Love Syracuse” video, featuring SU coaches Gary Gait, Kayla Treanor, Ian MacIntyre and Bakeer Ganesharatnam.
ADDITIONAL PARTNERS
Ongoing partnerships and promotional activities also occur between Visit Syracuse and a variety of our hospitality partners and venues including the Oncenter and St. Joseph’s Amphitheater, various restaurants and more! Cross-promotion often comes in a variety of creative forms including blog posts, social media posts and contests to name a few.
EMAIL CAMPAIGNS
In 2023, Visit Syracuse sent out 12 monthly leisure focused e-newsletters. The newsletters focus on things to do and places to go for the consumer traveler.
CONSUMER
OPEN RATE
OPEN RATE CONSUMER
40%
Did You Know?
HOSPITALITY ALERTS HOSPITALITY ALERTS
Visit Syracuse sends out email notifications when we have large groups coming to town.
Our Hospitality Alerts let our area Partners know when to prepare for large groups coming to various parts of the Syracuse area. In 2023, we sent alerts out monthly to inform area businesses.
Visit Syracuse also emails about opportunities such as advertising in the Visitors Guide, conference discounts and more! If you would like to be added to receive these, or would like access to our Partner Portal, where we list large groups coming within a 60-day range please reach out to Brittany Juravich.
ANNUAL GUIDE
Visit Syracuse partners with BCI to stock and manage the Preble Visitors Center on I-81 northbound. You can find Visit Syracuse guides as well as those from around the state. You can also find our Guide at centers along I-81 as well as a number of Pennsylvania and New Jersey rest areas and AAA offices.
VISITORS GUIDE
The 2022-2023 Visitors Guide, which was the first produced fully in-house, was the proud recipient of the New York State Tourism Industry Association Excellence Award for Printed Materials.
Annually there are over 50k printed guides distributed with requests coming from 40+ states, as well 11 countries outside the United States, including Australia, Belgium, Thailand, France, Italy, Canada and the U.K.
WEBSITE & KIOSK
VisitSyracuse.com is a top source of information for everything a visitor needs to know about coming to the Syracuse and Onondaga County region! The site features information on things to do, daily events, itineraries, landing pages for conferences, film production and more. Blog content alone drives over 100,000+ visits per year! New this year to the Syracuse airport are the VS kiosks and video wall. The kiosks act as an extension of the website serving visitors the same information, listings aas well as maps and more!
TOP VISITED PAGES IN 2023
VisitSyracuse.com helps people plan their trip to Onondaga County every day and also helps locals discover interesting new things to do in their own town! Here is a look at some of the numbers from 2023 that show the impact of our website!
1,252,786 645,503 645,503
1,252,786 52s 52s OF VISITS TO VISITSYRACUSE.COM PAGEVIEWS FOR VISITSYRACUSE.COM AVG. ENGAGEMENT TIME PER SESSION $78,060 $78,060 ROOM REVENUE GENERATED FROM VISITSYRACUSE.COM BOOKING ENGINE
The first month of operation the brand new Visit Syracuse kiosks at the airport saw 357 sessions averaging 6:29 per session!
PR/COMMUNICATIONS
In 2023, Visit Syracuse earned a long-list of media coverage from some top outlets such as US News, Thrillist, Smithsonian Magazine and more! The area was also featured multiple times in USA TODAY’s 10Best section!
Our PR team also assists conferences, film productions and special events in garnering local media coverage for their events, as well as earning media coverage to cover a variety of important tourism topics. In 2023, the team earned placements with Bridge Street, NewsChannel 9, Syracuse.com, CNYCentral and more!
Syracuse, NY was the only U.S. city featured in this family-friendly travel piece from the SAVVYMOM!
Visit Syracuse works in close partnership with I LOVE NY to promote the region. From attending seasonal Media Nights in NYC to pitching story ideas for journalists and giving monthly updates on happenings and information for blog posts. We even update listings and events in our area to appear on ILNY.com as well as FingerLakesTravelNY. com
SOCIAL MEDIA
COMBINED STATS ACROSS: FACEBOOK, INSTAGRAM, LINKEDIN AND X (TWITTER)
51,074 TOTAL NUMBER OF FOLLOWERS
4.6% TOTAL ENGAGEMENT RATE
643,507 TOTAL VIDEO VIEWS
SOCIAL STATS: TIKTOK
2,133
TOTAL NUMBER OF FOLLOWERS
Top Instagram and Facebook posts for 2023 based on Engagement.
Top YouTube video was a Syracuse Spotlight special on the NYS Fair!
20,500
The Visit Syracuse Sales team works year-round to book small and large conferences, conventions and sporting events in the Greater Syracuse region. The team works with event planners, associations and organizations as well as individuals to find meeting spaces, locations, hotels and more!
2022 Meetings (L to R): Science Teachers Association of NY, the Public Employees Federation & Solution Tree
GROUP TOURS GROUP TOURS
The Visit Syracuse sales team includes the group tours & international market segment. In 2023, the team partnered with I LOVE NY on a fam trip to visit Germany and England based tour operators in an effort to increase international visits to NYS!
GROUP TOURS: MARY MOORE
In 2023, the Visit Syracuse Tour & Travel Manage, Mary Moore was presented with the “Tourism Partner of the Year” award from All In One Tour Services for her hard work and dedicated services to Underground Railroad tourism in Upstate NY.
SPORTING EVENTS
Visit Syracuse brings in and assits with several sport and hobby events throughout the year including:
Bassmaster Northern Open
Hobie Wave North American Championship
Savannah Bananas
RetroGameCon ....and more!
The Visit Syracuse Sales and Services team attend several trade shows every year to find new conventions, events and meeting planners to bring to Syracuse. One of the annual local shows (pictured) is the Empire State Society of Association Executives, inc., typically held in Albany, NY.
Did You know?
E-SPORTS E-SPORTS
E-Sports is growing in Syracuse! Gaming is one of the fastest-growing and changing industries in the world and locally Elite Gaming is at the center of growth in Onondaga County. Their brand new Arena, located in the Atrium building features high-performance gaming PC’s and an Arena stage for their monthly and weekly events.
VISITOR SERVICES
The Visit Syracuse team offers convention and event services to groups that book in the region. From welcome bags, signage, and fully staffing events with knowledable locals at our concierge desks, we have services available for any size group!
95% 95%
OF 2023 MEETING PLANNERS THAT HOSTED AN EVENT IN ONONDAGA COUNTY SAID THEY WOULD RETURN; UP 3% YOY
Event Planners surveyed said Visit Syracuse was Above Average or better in the following areas: HOTELS, RESTAURANTS, AFFORDABILITY, EASE OF TRAVEL & VISITORS BUREAU
“It was a pleasure working with Visit Syracuse. It took the burden of booking group blocks at hotels off my plate as the event director. Visit SYR staff went above and beyond helping with the tourism side of event promotion. They assisted in event promotion by sharing our event on social media. As the tournament director I was able to focus my efforts on event management while they handled hospitality promotion for our visitors.”
- 18th Annual Northstars Cup
WELCOME
CENTER
?
DID YOU KNOW?
VISIT SYRACUSE MANAGES THE CENTRAL NEW YORK WELCOME CENTER, LOCATED AT DESTINY USA, ON BEHALF OF TASTE NY.
The Welcome Center offers visitors and locals alike the opportunity to explore interactive I LOVE NY displays, purchase Syracuse area and regional Taste NY products and learn more about what New York State and the Syracuse area has to offer, from things to do, where you should visit and what you should try!
The Welcome Center store offers a variety of seasonal and everyday products, many from right here in Syracuse! It is also the only place in the Syracuse area to purchase the iconic I Love NY products, outside of Hancock Intl. Airport.
SYRACUSE STORE
In 2023, Visit Syracuse launched it’s first online store, featuring hats, ornaments, postcards and more with Visit Syracuse branding. Top-selling products include the 315 and NYS heart ornaments as well as the SYR sticker and postcards.
The Visit Syracuse Film Office drives film and television production in the Central New York region. The Office pitches major production studios and networks to film in the area, utilizing state tax incentives, county rebates and talented local crew. In 2022, Visit Syracuse Film partnered with the Visit Binghamton Film Office to assist in promoting production in the Southern Tier. This two-year partnership was completed in 2023, preparing the Binghamton office for future film production with marketing materials and experience on set and within the industry.
HIGHLIGHTS
The film industry nationwide faced difficulties during 2023 due to the Writer’s Guild and SAG-AFTRA strikes. Despite these lengthy setbacks, and long periods where film and television productions were unable to be working, the Visit Syracuse team was able to secure roughly $7 million in production spend and focused on future years. The team also continued to work alongside partners to help with the development of film instruction at the soon-to-open S.T.E.A.M. school.
Film
NEW INFRASTRUCTURE
Late 2023, Case Supply Studios was built and established as a new qualified production facility, located right in the heart of downtown Syracuse, on the west side, just blocks from WCNY and Studio Central. It houses two separate soundstages, production office space, and production support space. They offer a stateof-the-art soundstage for any film, video or commercial project.
$7M+ $7M+ IN PRODUCTION BUDGETS BROUGHT TO ONONDGA COUNTY IN 2022
EDUCATION
The WCNY Entertainment Academy welcomed it’s first class in 2023. The program offers free training for those 25-39 years of age, with graduates becoming trade certified and jobready for jobs in several production departments including grip, electric, shopcraft, sound and more. It also gives the region an additional source of
diverse local crew members, allowing multiple productions to occur at once.
There are a variety of ways businesses and individuals can connect with Visit Syracuse for partnering, promoting or just learning a bit more about what we do!
CONNECT WITH VS EVENT CALENDAR
Among the most popular sections of VisitSyracuse.com, our Events Calendar and the What’s Happening this Weekend page provide great ways to let the public know about your upcoming event! Users can submit their own events, which will then enter an approval queu. All events can be easily uploaded after making a user login here: events.visitsyracuse.com
Did You Know: The Visit Syracuse events calendar is connected to the CNY Arts and Downtown Committee calendars so you can enter your event one time and have it sent to ALL 3 calendars!
WEBSITE LISTING MEDIA RELATIONS
Businesses in Onondaga County can have their own FREE listing on VisitSyracuse.com. You can even have access to update it yourself, upload pictures, edit contact information and more! Looking to get your business on our site, or gain greater access to your already existing listing? Contact: Brittany Juravich at bjuravich@visitsyracuse.com
Note: Popular restaurants and attractions may already have existing listings, added by our team.
YOUTUBE
Visit Syracuse creates and hosts videos—from retail shops, featured festivals, craft beers and more—on youtube.com/ VisitSyracuse. Feel free to request your favorite business to highlight with one of our Youtube Spotlights, or just let us know if you’re open to filming at your location or event! Contact: Lindsay Raychel at lraychel@visitsyracuse.com.
Our media relations team interacts continuously with the press, I Love NY and PR agencies. Keep us updated on your news, so we can include it in our pitches and press materials as appropriate. Send your seasonal and event-related updates one month out for short-lead coverage and six months out for long-lead coverage. And tell us about your fun, quirky or underthe-radar stories any time of the year. Contact: Lindsay Raychel.
PHOTOGRAPHY+
We are always adding to our vast library of images and video footage—much of which is available to media, ILNY and additional hospitality partners for editorial use. Let us know if you’d like us to consider adding your high-quality photos orb-roll to our expansive library.Contact: Brittany Juravich.
VISITORS GUIDE
Visit Syracuse distributes our annual FREE Visit Syracuse Visitors Guide in bulk to The Oncenter, Destiny USA, area hotels, visitor information centers and AAA offices throughout the Northeast and more! If you would like a box of guides or to get on our regular distribution list let us know!
