Meet the Visit York County Staff
BOARD OF COMMISSIONERS
Tim Longmire
CHAIR
The Fillmore Charlotte
Billy Bolin Mellon Insurance Solutions
Andrea Cooper P A S T
CHAIR
Comporium Communications
Denise Cubbedge Ronald McDonald House of Charlotte
JoAnna DiPastena Community Volunteer
David Grigg Rogers Grading, Inc.
Laurie Helms T R E A S U R E R City of Rock Hill Parks, Recreation & Tourism
Pictured (Left to Right): Andy Clinton, Brianna Francis, Jenny Waller, Billy Dunlap, Sonja Burris, Rebekah Ardis, Allison Cleveland; (not pictured: Trina Ricks)
Dan Holmes S E C R E T A R Y Towne Tavern Restaurant Group
Billy Dunlap
Andy Clinton
President/CEO
VP of Sales
Rebekah Ardis
Brianna Francis
Winthrop University Athletics
SVP of Finance & Administration
VP of Digital Communications
Ron Miller
Sonja Burris
Jenny Waller
SVP of Marketing & Communications
VP of Destination Services
Allison Cleveland
Trina Ricks
VP of Partnership & Visitor Services
Visitor Center Specialist
Jason LaBarge HP Hotels
Matthew Martin
Family Trust Federal Credit Union
David L. Roberts V I C E - C H A I R Roberts Realty
Caitlin Rogers Catawba Indian Cultural Center
Dr. Tommy Schmolze Fort Mill School District
Strauss Moore Shiple Olde English District Tourism Commission
Brown Simpson Town of Fort Mill Parks and Recreation
2 | 2018-2019 Annual Tourism Report ∙ York County, SC
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MESSAGE FROM THE PRESIDENT/CEO
Tourism continues to thrive in York County and 2018-2019 was a banner year for Visit York County. New initiatives, enhanced partnerships, record-setting events,
not function without them. For the first time in this organization’s
along with national and state awards, set the pace for the
existence, Rock Hill, Fort Mill, York, Clover and Tega Cay
county’s destination marketing organization.
municipalities supported Visit York County with funding either from accommodations tax or hospitality tax.
New initiatives this year included the YoCo Brew Trail and the Battle at the Rock Basketball Showcase. Both initiatives were
Attractions and event locations throughout the county continue
recognized for their excellence on the state and national levels.
to be great partners, providing a memorable experience to
The YoCo Brew Trail won the Bundy Award at the SC Governor’s
each visitor. Locations such as Winthrop University, Carowinds,
Conference on Tourism & Travel. Battle at the Rock, a national
Historic Brattonsville, local school districts, municipalities,
high school basketball showcase played at Nation Ford High
SouthTown Wake Park and many more partners continue to
School, was named the Locally Created Event of the Year by the
make York County a premier destination.
National Association of Sports Commissions. This year, was also a year for many firsts for Visit York County. We also introduced “Vizzy” and a new website to York County.
We hosted our first annual meeting in 2018, welcoming over 150
Vizzy is our mobile visitors center that travels around the county
people to the Anne Springs Close Greenway. We hosted the
servicing visitors at event locations. While our visitors center in
inaugural Martin Luther King Jr. Holiday Basketball Showcase at
downtown Rock Hill serves walk-in customers, Vizzy goes out
York Comprehensive High School. Visit York County launched
to greet our visitors to give them information about what York
Road Trip York County, a video series featuring unique locations
County has to offer. Our new website serves as a comprehensive
in York County, and the YoCo Buzz, a weekly email newsletter
“welcome mat” to York County residents and visitors, or those
highlighting the Top 5 things to do in York County each weekend.
who are contemplating visiting or relocating to York County. Partnerships are important to Visit York County and we could
As we look to the future, we only see bright days ahead for York County. Here’s to a memorable 2018-2019 and a successful 2019-2020. York County continues to be a great place to live, work, play…and to visit!
Billy Dunlap, President/CEO Rock Hill/York County Convention & Visitors Bureau
3 | 2018-2019 Annual Tourism Report ∙ York County, SC
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OUR MISSION
To create a thriving travel and tourism economy in York County, South Carolina.
2018–2019 HIGHLIGHTS
Economic Impact In York County, SC York County’s Tourism Value
OUR VISION
Every tourism experience is so exciting that it must be shared.
141K
HOTEL ROOM NIGHTS
OUR PURPOSE The Rock Hill/York County Convention & Visitors Bureau (CVB), also known as Visit York County, is the destination
unified identity for York County, SC.
DIRECT ECONOMIC IMPACT
65
marketing organization (DMO) responsible for developing an authentic,
$38.2M
118K
EVENT ATTENDANCE
33K
EVENTS BOOKED
BROCHURES GIVEN
288K
As a DMO, the CVB’s goals are to
WEBSITE PAGE VIEWS
promote the long-term development and marketing of the destination, focusing on convention, sports and leisure sales, tourism marketing and services. The organization works in collaboration
136
PUBLISHED STORIES
$258M VISITOR SPENDING
with the CVB Board as well as the York County Council and appropriate funding sources. In 2008, the Rock Hill/York County CVB became the first accredited destination marketing organization in South Carolina.
Visitor Spending represents the 2018 calendar year report. Source: South Carolina Parks, Recreation & Tourism Dept.
4 | 2018-2019 Annual Tourism Report ∙ York County, SC
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#VisitYorkCounty
COMMUNICATIONS HIGHLIGHTS
136
Stories Published
288,855 Website Pageviews
33,628
Mobile App Sessions
32,902
Visit York County’s communications efforts saw a recordbreaking year. During Fiscal Year 2019, the Visit York County marketing communications strategic methods grew its digital footprint with increased digital awareness ads (from 70% to 90%). This method helped to increase brand awareness, lead generation and traffic to the website.
Our Digital Footprint and Social Community Through various techniques of communication, including new digital opportunities, staff continued to expand the brand message reach and performance optimization.
Social Media
Mobile App
•
32,902 Facebook fans
•
33,628 sessions
•
3.4 million impressions
•
3,622 app downloads
•
468,000 Facebook video views
Facebook Fans
•
34,000 link clicks
3,440
Twitter Followers
3,061
Instagram Followers
•
3,440 Twitter followers
•
481,000 impressions
•
1,300 link clicks
Instagram •
3,061 Instagram followers
•
1.2 million impressions
•
132,000 impressions
YoCo Brew Trail With the launch of the award-winning YoCo Brew Trail through the mobile app, Visit York County saw a boost in the app’s engagement amongst visitors and local residents producing: • •
1,940 users on the brew trail 552 completed the trail becoming YoCo Heroes and earning a t-shirt
•
4,664 check-ins with an estimated direct spending of $116,600
Website (VisitYorkCounty.com) In May 2019, Visit York County launched a completely new website. The new site is more interactive for industry partners and those navigating the site. Visitors to the website can now plan their trips using a shopping tool that will allow them to navigate the site while selecting places that they plan to visit. During FY 2019, the website saw 288,855 website pageviews.
5 | 2018-2019 Annual Tourism Report ∙ York County, SC
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Our Story Working together with industry partners is key to being able to tell the York County story. The Visit York County staff produced 32 press releases, coordinated various press conferences and media appearances for staff and industry partners and pitched over 70 story ideas to various media/media outlets, which resulted in over 130 published stories.
In FY 2019, Visit York County... •
Partnered with South Carolina Parks, Recreation & Tourism (SCPRT) and the Olde English District Tourism Commission (OED) on 3 media visits, which resulted in the opportunity to host, meet, and share story ideas to approximately 32 media representatives including the following: •
Visit York County co-hosted 17 travel writers with the OED.
•
Visit York County attended the SCPRT Atlanta media mission; opportunity
Visit York County introduced some new opportunities in FY 2019. We launched Road Trip York County, a monthly video series about hidden gems or adventures in York County. The videos have received 132,000 views. In October 2018, Visit York County newsletter subscribers began to receive the “YoCo Buzz,” York County’s weekly newsletter that features 5 must-see events each weekend. The newsletter is sent to 2,500 people with a consistent 30% open rate.
to pitch to 15 media representatives. •
Visit York County supported online efforts that helped the City of York become awarded one of the 2019 USA TODAY 10Best Readers’ Choice winners for
@visityorkcounty
@visityorkcounty
Best Small Town Cultural Scene. •
Coordinated the YoCo Brew Trail Press Trip, hosting 8 social media influencers from Atlanta, Charleston, Charlotte and Greenville. This resulted in write ups in The Manual, various social media features and websites including Charlotte Magazine and Eat Work Play Charlotte.
•
@visityorkcountysc
Continued annual partnerships with local festivals/tours to assist with additional communications/publicity efforts. Visit York County wrote media releases, coordinated interviews and media appearances for Juneteenth Rock Hill, Inc. resulting in 10 articles.
•
Coordinated media appearances for Silver in the City Festival in York.
•
Had write ups in Charlotte Magazine for Courtney’s BBQ; May BBQ edition.
•
Received a feature in Small Market Meetings May edition titled, “Stay Awhile in the Carolinas.”
youtube
@visityorkcounty
Stay Up to Date Download the Visit York County, SC App
6 | 2018-2019 Annual Tourism Report ∙ York County, SC
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#VisitYorkCounty
LEISURE TRAVEL Paid Advertisements
Marketing & Advertising
Radio
OTS Media Group WRHI AM 1340/FM 100.1
Garden & Gun Charlotte Magazine AAA Go South Carolina Living
Visit York County staff continued to market the county as a destination to the leisure traveler through print and media advertisements, as well as press trips, which lead to published articles, blogs and ultimately visitorspending. Due to the amount of success Visit York County saw from fiscal materials on specific websites with a call-to-action approach that provides
Fort Mill Welcome SC Welcome Center Digital Center Video Wall
click-through rates in order to gauge successful marketing for 2019-2020.
Digital
year 2018-2019, we will continue to concentrate our marketing efforts and
Mountain Xpress Asheville, NC
Greenville Journal Greenville, SC
Free Times Columbia, SC
Visitor Services
Top States Requesting Visitor Information:
n
E
South Carolina
Florida
a
l
North Carolina Pennsylvania
h
i
New York
Ohio
Pandora Radio Garden & Gun Charlotte Magazine Trip Advisor
Rather than relying on visitors to DiscoverSouthCarolina.com YouTube Video come to our brick-and-mortar Facebook Instagram visitors center, Visit York County Sojern became more accessible and Outbrain/Taboola Google Adwords proactive in 2018-2019 with the Ads were placed from July 1, 2018–June 30, 2019 launch of the Mobile Visitors Center (affectionately known as Vizzy). Vizzy has expanded our presence by reaching those attending festivals and events throughout York County. Between the two, visitor engagement increased by 353% YOY. This growth can also be attributed to increased visibility of the “new” location off Main Street in Old Town Rock Hill as well as the YoCo Brew Trail’s reward process where “YoCo Heroes” collect their completion shirt from the Visitors Center. Increased foot-traffic has allowed staff to further promote York County through the utilization of the extensive collection of brochures highlighting attractions, hotels, events, restaurants and others who make York County unique.
7 | 2018-2019 Annual Tourism Report ∙ York County, SC
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Visit York County also supplies brochures for 28 brochure racks and kiosks throughout York County. While the majority of these locations are hotels, additional locations include the Rock Hill-York County Airport, Ebenezer Park and municipality kiosks located in the hearts of Clover, Fort Mill, Rock Hill and York. During FY 2019, the kiosk located off N. Congress Street in York was refurbished and repositioned to just outside of the Greater York Chamber of Commerce. Updated inserts featuring maps were created and installed to encourage exploration and visitation to area attractions. One side of the kiosk features things to do and see throughout York County while the opposite side focuses on that specific municipality.
Visitors Served With 28,000 printed and distributed annually, the York County Visitor Guide continues to serve as Visit York County’s primary marketing publication. It is a great resource for visitors to utilize when mapping out their trip - from local restaurants
7,077
Visitor Engagement
1,376
Mailed Informational Packets
3,312
Telephone Inquiries
12,540
South Carolina Welcome Center Distribution
where they can refuel before visiting attractions, to where to rest their bodies after a full day of exploration. The cover of the 2018-2019 Visitor Guide featured a watercolor painting by local artist, M.C. Churchill-Nash, and was revealed during Visit York County’s first Annual Tourism Meeting in September. The artwork was chosen through a contest following a call to local artists who were tasked to provide a piece that was representative of York County.
Partners in Tourism
Visitors Center and Mobile Visitors Center
Brochures
York County Partners in Tourism (PIT) is a group of area hotels, restaurants, shops, attractions and service-oriented
11,200
businesses whose purpose is to encourage and promote travel and tourism while helping maintain public awareness of the importance of the tourism industry.
Brochure Route Program Distribution Brochures
349
Relocation Fulfillments
28
Brochure Rack or Kiosk Locations
Each May during National Travel & Tourism Week, PIT members rally together with other industry leaders to showcase travel’s impact on jobs, economy and personal lives by greeting visitors who stop for a travel break at the SC Welcome Center in Fort Mill. PIT members welcome guests with old-style crafted grits, the featured dish
Leisure Traveler
of the “Grits Stop” celebration, as well as locally grown strawberries, boiled peanuts, sweet tea and other delightful southern favorites. In addition to representatives from local attractions and area hotels, costumed interpreters, mascots and local artisans are on-site to thank visitors for traveling.
85,753
Total Room Nights
$7,460,511 Economic Impact
PIT worked with Visit York County staff to further celebrate travel and tourism’s role in our local economy by encouraging participation in the YoCo Brew Trail through an additional incentive. During the month of May, anyone who completed the Brew
York County Partners in Tourism Board Dianne Heuvelmans
Cortney Peterson
President
Treasurer
Fairfield Inn & Suites Rock Hill
Hampton Inn Rock Hill
Derick Byrum
Cathy Floyd
President Elect
Historic Rock Hill
September. With this sponsorship came the opportunity to present the very first
Sonny’s BBQ, Tricor, Inc.
Natalie Hoekstra
Tourism Ambassador Award to Mrs. Wendy Hill for her steadfast dedication to the
Sarah Key
Hilton Garden Inn Rock Hill
tourism industry.
Secretary
Trail would also collect a pint glass provided by PIT. This led to increased completion rates and foot traffic in the local breweries as well as the York County Visitors Center. PIT was also a sponsor of Visit York County’s Annual Tourism Meeting held in
In addition to the regular monthly meetings, the Board of Directors began providing quarterly educational workshops. While they deliver a great value to existing members, these meetings/workshops also serve as a recruitment tool.
8 | 2018-2019 Annual Tourism Report ∙ York County, SC
City of Rock Hill Economic & Urban Development
Ashley Full Secretary (Partial Term) Courtyard by Marriott Fort Mill
visityorkcounty.com
#VisitYorkCounty
SPORTS TOURISM HIGHLIGHTS
#ChampionsThriveHere Visit York County exceeded all expectations for FY 2019. New partnerships were formed in order to produce the highest sports tourism totals in the history of Visit York County. Fifty-one events were spread
$28,639,297 Economic Impact
93,993 Total Attendance
51
throughout the county that
Sporting Events
generated an estimated 46,655
46,655
room nights and total economic impact of over $28 million. More importantly, the 46,655
Total Room Nights
room nights produced an estimated $140,000 of Accommodations Tax.
9 | 2018-2019 Annual Tourism Report ∙ York County, SC
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Featured Events
Battle at the Rock National Basketball Showcase •
Inaugural event created by Visit York County
•
Included 5 McDonalds All-Americans
•
Over 500,000 social media impressions and video views
•
Awarded National Association of Sports Commissions Locally Created Event
NCAA Division I Men’s and Women’s Southeast Regional Cross-Country Championships •
First NCAA awarded event ever in York County
•
Featured some of the top cross-country programs in the country
•
Economic Impact of $387,970
Football University Top Gun National Football Recruiting Showcase •
Invite-only camp that includes athletes from 45+ states
•
2,594 room nights
•
Economic Impact of over $2 million
Sports Organizations Hosted by Visit York County
10 | 2018-2019 Annual Tourism Report ∙ York County, SC
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#VisitYorkCounty
MEETINGS/CONFERENCES AND GROUP TOURS MEETINGS & CONFERENCES
York County continues to have success in partnering with meetings and conferences. This fiscal year was supported largely by the religious and educational markets. The Kenneth Monroe (AME Zion) Transformation Center and Winthrop University contributed to a significant portion of our numbers. Visit York County generated over $1 million in economic impact and approximately 3,500 total room nights. The group tour market has expanded due to new attractions, the agritourism market, and continued success of our current assets. NarroWay Productions, Carowinds, and the Culture & Heritage Museums have anchored our group tour market for years. New attractions like SouthTown Wake Park, Adventure
$1,501,683 Economic Impact
4,558
Total Attendance
14
Meetings & Conferences
3,526
Total Room Nights
Air Sports, and Mr. Putty’s Fun Park have taken group tours in York County to another level. The growth and interest of agriculture has fueled tourism to many of our farms including
GROUP TOURS
Windy Hill Orchard, Bush-N-Vine, and Black’s Peaches. This market saw over 5,000 room nights generated with an economic impact of over $600,000.
$681,666 Economic Impact
20,049 Total Attendance
758
Group Tours
5,416
Total Room Nights
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Clover Fort Mill Hickory Grove L a ke Wy l i e McConnells Rock Hill Sharon Smyrna Te g a C a y Yo r k
F O R M O R E I N F O R M AT I O N
Rock Hill/York County CVB (Visit York County) 130 E. Main St., Rock Hill, SC 29730 (888) 702 1320 • visityorkcounty.com
Information shared in this publication covers July 1, 2018– June 30, 2019