2016 - 2017
ANNUAL TOURISM REPORT #myYCstory
BOARD OF COMMISSIONERS
Meet the Rock Hill/ York County CVB Staff
Billy Bolin Mellon Insurance Solutions
Andrea Cooper C H A I R Comporium Communications
Denise Cubbedge Anne Springs Close Greenway
Brian Davis Community Volunteer
JoAnna DiPastena Community Volunteer
David Grigg Rogers Grading, Inc.
Laurie Helms S E C R E T A R Y City of Rock Hill Parks, Recreation & Tourism
Dan Holmes Fort Mill/Rock Hill Towne Tavern
Jason LaBarge HP Hotels
Tim Longmire
VICE-CHAIR
The Fillmore Charlotte
Ron Miller Family Trust Federal Credit Union
David L. Roberts T R E A S U R E R
Sitting (Left to Right): Trina Ricks, Rebekah Ardis. Standing (Left to Right): Sonja Burris, Andy Clinton, Auvis Cole, Allison Cleveland.
Rebekah Ardis
Andy Clinton
Finance & Administration Manager
Group/Sports Market Specialist
Sonja Burris
Auvis Cole
Communications Director
Interim Executive Director
Allison Cleveland
Trina Ricks
Tourism Administrator
Visitor Center Specialist (part-time)
Roberts Realty
Dr. Tommy Schmolze Fort Mill School District
Strauss Moore Shiple PAST-CHAIR Olde English District Tourism Commission
Caitlin Totherow Catawba Indian Cultural Center Board of Commissioners, terms expired: Julia Jordan, Gene Roper, Charles Wood
2 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
Message from the Executive Director: What a great year for the Rock Hill/York County community and our local tourism industry. New growth and development has been the focal point of the Fiscal Year 2016-2017. These new opportunities have allowed many of you to
OUR MISSION
To create a thriving travel and tourism economy in York County, South Carolina.
“Create Your Story” in York County, South Carolina. We are no longer a secret and that’s great news. York County is in demand and it shows in a huge way. Beginning with four new hotels opening during the fiscal year, our guests have been able to take more advantage of our southern hospitality. Building hotels is one thing but ensuring we bring in the right brands that continue to showcase all of York County is the key. This year, we continued to see more product development with the opening of two brand new sports venues, the City of Rock Hill’s Criterium Course and the
OUR VISION
Every tourism experience is so exciting that it must be shared.
Fort Mill School District’s Comporium Athletic Park (C.A.P). Both venues are sure to bring in regional and national level sporting events. With new hotels, sporting venues and meeting spaces, York County is definitely doing something right. Making sure things are balanced out, our ever-expanding
OUR PURPOSE
restaurant and brewery scene is getting rave reviews. Whether our guests find
The Rock Hill/York County Convention &
themselves in the new and ever-sprawling Kingsley Village to eat, stay and play,
Visitors Bureau (CVB) is the destination
or in the bustling Riverwalk Carolinas community near the banks of the Catawba River, we definitely have some great choices. The heart and soul of our community is still our quaint downtowns throughout the county. In Old Town Rock Hill, guests are in for a surprise with many dining options. With only a short walk to the east, they can take in the serene beauty of Fountain Park. In downtown Clover, guests will definitely spend some time
marketing organization (DMO) responsible for developing an authentic, unified identity for York County, SC. As a DMO, the CVB’s goals are to promote the longterm development and marketing of
shopping to find those unique treasures. The downtown Fort Mill area might
the destination, focusing on convention,
be one of the fastest in growth but still maintains its small town tranquility. The
sports and leisure sales, tourism marketing,
storybook of them all is the City of York’s historic downtown. Anchored by the
relocation and services. The organization
newly renovated courthouse, guests will very much feel like they are in a movie
works in collaboration with the CVB Board
scene.
as well as the York County Council and
And it doesn’t look like we will stop growing anytime soon. We look forward to
appropriate funding sources. In 2008,
helping our guests to “Create Your Story” in York County.
the Rock Hill/York County CVB became
Considered Charlotte’s Southern neighbor and just a 10-minute drive, York
the first accredited destination marketing
County is a thriving community with something for everyone.
organization in South Carolina.
Yours in travel and tourism,
J. Auvis Cole, Interim Executive Director Rock Hill/York County Convention & Visitors Bureau
3 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
2016–17 HIGHLIGHTS
Economic Impact In York County, SC York County’s Tourism Value
99k
HOTEL ROOM NIGHTS
$16.3M
79k
DIRECT ECONOMIC IMPACT
EVENT ATTENDANCE
52
36K
EVENTS BOOKED
BROCHURES GIVEN
117,792 WEBSITE VISITORS
48
PUBLISHED STORIES
$227M VISITOR SPENDING
Visitor Spending represents the 2016 calendar year report. Source: South Carolina Parks, Recreation & Tourism Dept
4 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
#myYCstory
GROUP TOURS HIGHLIGHTS
The success of the group tour market is a direct result of the creative efforts made by our York County attractions.
$667,285
Historic Brattonsville, NarroWay
Economic Impact
Theatre, and Carowinds continue to
13,829
push the envelope each year. The growth of the Charlotte market spills into York County and the attractions
Total Attendance
are taking advantage. The group tour
407
market brought in over 400 groups and more than $600,000 of economic impact during the FY 2016-2017.
The Treat that Keeps on Giving The snack bag program continues to be a driving factor in the success of our group tour market. Not only do the visitors receive a nice treat, but more
Group Tours
697
Total Room Nights
importantly they receive valuable literature with ideas for more options in hopes that they will stay a little longer and/or plan a return trip to York County. We are also able to track and follow up with many of the groups to ensure a repeat visit.
Building Relationships in the Capital Establishing a strong relationship with one of South Carolina’s largest tour bus companies has also helped to grow York County’s group tour totals. Capitol Tours, located in Columbia, SC has proven to have a large customer base with interest in York County attractions. Capitol Tours alone generated 81 day trips to York County with an economic impact of $189,200.
5 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
#myYCstory
MEETINGS & CONFERENCES HIGHLIGHTS
The meetings and conferences market brought in several new and exciting events to York County during the FY 2016-2017 cycle. The Rock Hill/York County CVB staff reached outside the box to add key events to our meetings and conferences inventory this year. Nearly $1 million in economic impact and over 3,000 total room nights shaped another successful year in the meetings and conferences market.
Numbers that Will Scare
$974,280 Economic Impact
9,652
Total Attendance
The largest conference held in York County this year was the Mad Monster Party Carolina. The conference was held in March at the Hood Center at York Technical College, York County’s premier meetings facility. Not only did this conference bring in over 4,000 people, but it also generated a large amount of media due to the presence of Hollywood actors and celebrities who are featured in the films that were presented at this year’s conference.
Investing in the Future The Rock Hill/York County CVB has invested in another opportunity to generate more leads for meetings and conferences in York County. The creation of MeetinSC, a group that was formed so that municipalities throughout the state can work together
26 Meetings & Conferences
3,041
Total Room Nights
to attract meetings and conferences came about in this fiscal year. The group began meeting in 2017 and we hope to see the return on investment in Fiscal Years 2017 – 2018 and 2018 – 2019.
CVB Launches its own Hotel Booking Program The Rock Hill/York County CVB has officially launched our very first housing program that enables us to work more closely with hotel partners and directly be the one-stop source for all hotel bookings. From sports events to booked small and large scale meetings, the CVB will now serve in a more active role to ensure events that come to York County actually stay overnight in York County. This will be the CVB’s first revenue stream outside of Hospitality and Accommodations Tax and other grant programs that the bureau is funded by.
6 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
#myYCstory
SPORTS TOURISM HIGHLIGHTS
The CVB sports staff recruited and assisted with 26 unique
$8.2M
Economic Impact
53,410 Total Attendance
26
Sporting Events
17,283
Total Room Nights
sporting events throughout York County. The events were held in cities and towns such as Clover, Fort Mill, Rock Hill, Tega Cay and York for FY 2016-2017. These 26 unique sporting events brought in a record high of $8.2 million of economic impact to our local community. With new infrastructure growth in our hotel business, we also hit a new high in total room nights (17,000+) for the year.
Taking York County on the Road! The sports tourism industry is more than a local or regional business -- it’s National! Understanding the national scope of this industry is not only essential but it’s ever changing. In order to keep up with county changes and its fast pace, we continue to take York County on the road. In the FY 2016-2017, the CVB staff has attended over 10 sports trade shows and conventions, which included six different states and 10 cities. We continue to think national and it shows. These efforts by the sports team generated both new partnerships and events for the future.
Football City U.S.A. Scores Big! It’s not just about the talent York County produces from our great football traditions. From so many players being awarded NCAA football scholarships to some of the best schools in the country to them being drafted in the National Football League, Rock Hill has been recognized as Football City U.S.A. With three major events in the area, starting with our local Carolina Gridiron Classic that brings in teams from around the country to U.S.A football regionals and Football University’s Top Gun Showcase - the largest football showcase in the entire country, football is KING! These three events alone brought in an astounding $2.5 million in economic impact and over 4,500 room nights for this fiscal year.
The Next Ticket Welcome back National Collegiate Athletic Association (NCAA)! York County is proud to announce that we were awarded the 2018 NCAA Division I Cross Country Regional Championships to be held at Winthrop University. This will be the area’s first time hosting a NCAA championship event in over 15 years and the first of many more championships to come.
7 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
#myYCstory
LEISURE TRAVEL York County Visitors Center
Brochures, Guides & Maps In an effort to continue to support and encourage the local and visiting cycling community, we updated and reprinted the Bike York County brochure and cue sheets for York County Routes 1 and 2. The CVB staff worked with York County government, each municipality and local cyclists to ensure accurate and user-friendly literature.
$14,480
Brochures Distributed via Mail
1,492
Walk-in Traffic
3,016
Telephone Inquiries
12,103
Brochure Distribution at Welcome/Visitor Centers
9,884
(min) York County Hotel Brochure Distribution
345
Relocation Fulfillments
These marketing pieces promote the variety of cycling opportunities York County offers for either an advanced cyclist exploring the dedicated county routes or a family enjoying a leisurely ride along the Catawba River. Due to the high demand of the Western York County Scenic Byway brochure, an update and reprint was required during the FY 2016-2017. This brochure highlights the history and culture that is part of Western York County including historical sites, fresh markets; as well as dining, shopping, and recreational opportunities along the serene country roads. This popular brochure is the second most requested brochure within the CVB’s portfolio. The Rock Hill tear away map was another marketing piece that was in high demand this year. A reprint was necessary to continue to supply area hotels and stakeholder
Leisure Travel Market Sales
establishments, while also assisting those who stop in the York County Visitors Center. The York County Visitor Guide is a great resource for finding places to visit, eat and
77,889
Total Room Nights
shop throughout the area. This year’s visitor guide includes featured attractions, York County map, lodging, visitor information, agri-tourism guide, golf guide and
$6,309,009 Economic Impact
annual events. We printed 35,000 visitor guides, which featured Baxter Village Town Center’s beautiful tiered fountain on the cover.
Western York County, SC
SCENIC BYWAY N
Mt.
Rock Hill, SC
Gal
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India
Museum Rd.
W. Mt .G
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21
1 Canaan Zipline Canopy Tour 2 Catawba Indian Reservation 3 Center for the Arts & Gettys Center 4 Cherry Park 5 City Hall 6 Clinton College 7 Ebenezer Park 8 Fountain Park 9 Glencairn Garden 10 Manchester Meadows 11 Museum of York County 12 Piedmont Medical Center 13 Riverwalk Outdoor Center 14 River Park 15 Rock Hill Galleria 16 Rock Hill Police Department 17 Rock Hill Tennis Center 18 Waterford Golf Course 19 Winthrop Lake Rec. Facilities 20 Winthrop University 21 YMCA Aquatic Center 22 York County Office Complex 23 York Technical College
13
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14
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21
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Download the Visit York County, SC App
2
72
Interfuse
716
Great Getaways (Country Living & Women’s Day)
388
Facebook Lead Ads
Hopewell Rd.
5
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72
York County Visitors Center
2,791
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23
21
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3 16
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.
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901
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Rawlinson Rd.
R
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161 21
Stay up to date
Attractions and Points of Interest
Fort Mill
BYP
Hook Rd
274
Advertising Partnerships with York County Attractions
Lead Generation Inquiries Fulfilled
1
7 11
1/2 mile
4
901
Need more information about our area? Contact the York County Visitors Center at (888) 702-1320 or visit us online at visityorkcounty.com Project funded by York County Hospitality Tax
8 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
‘Move to York County, SC’ Guide & Map With York County’s continued ability to attract new residents, the Rock Hill/York County CVB launched an official relocation program, ‘Move to York County, SC’, as another avenue to promote the county to new residents and those who are considering making York County home to their family and/or business. Resources for the ‘Move to York County, SC’ program include an official York County, SC Relocation Guide and a detailed York County, SC Street Map & Resource Guide. Designed to familiarize people about school districts, healthcare and municipalities, the York County, SC Relocation Guide provides resources and comprehensive information about living and working in the area. Even in today’s tech-savvy society, detailed street maps are still in high demand. The York County, SC Street Map & Resource Guide allows individuals to easily navigate their surroundings and explore York County. Growth associated with an expanding population benefits York County’s local economy from locally owned restaurant owners to healthcare providers. It has been estimated that one person moving to York County contributes an approximate $25,000 to the local economy per year. ‘Move to York County, SC’ not only assists new residents or those considering the area, but also serves as a business recruitment tool. Realizing this, York County Economic Development has served an integral role in helping to launch the program. We view this program as an opportunity to partner with area chambers of commerce, economic development officials and other community stakeholders, while providing a needed service.
York County Partners in Tourism Partners in Tourism (PIT) is a group of area hotels, restaurants, shops, attractions and service-oriented businesses whose mission is to create a thriving tourism economy and enhance the quality of life in York County for the benefit of citizens and visitors. With a primary objective of supporting the CVB’s goals, PIT helps promote the story of York County at area events including local concerts, festivals and sporting events. The 2016-2017 year was a banner year for PIT! The organization grew its membership by 25%. A shift in the bylaws allowed PIT to carry funds over from year to year, which provided seed money for a more robust multi-year marketing plan. Additional funding allowed the organization to assist the CVB during the 2017 Tourism Summit. PIT strives to make each monthly meeting an educational experience for the members by holding the meetings in various locations throughout York County and providing speakers who share experiences and information that is relevant to the tourism industry of York County. This is also a great opportunity for members to network and gain a better understanding of each other’s role in the community, as well as stay up to date on events and trends in York County.
Top 5 States Requesting Visitor Information:
I
i
a
n
h
Florida
Ohio
North Carolina
South Carolina
New York
9 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
#myYCstory
COMMUNICATIONS 2016-2017 FISCAL YEAR OUTCOME
Through various techniques of communication, including new
48
Stories Published
117,792 Website Hits
technology and digital components that are available, the Rock Hill/York County CVB staff continues to expand our brand message reach and performance optimization.
Increasing Our Digital Footprint During the FY 2016-2017, our marketing communications efforts continued to increase brand awareness, lead generation and website traffic with the following tactics and strategies:
With the digital awareness ads, we were able to increase impressions by over 120% YoY to support brand awareness.
•
8,035
A significant positive for the FY 2016-2017 was the inclusion of a stronger Facebook boosted post budget. We have been able to generate over 8,000 post engagements from our target audience, nearly a 100% increase YoY.
•
Mobile App Sessions
26,312 Facebook Fans
Overall, our digital awareness ads saw a Click-Through-Rate (CTR) of 0.09%, which met industry standards of 0.08%-0.1%. The top performing vendor based on CTR was YouTube at 0.32% (Pandora Radio and TripAdvisor were close 2nd and 3rd place vendors with 0.22% and 0.20% CTRs – 150% over industry standard).
YouTube returned 2,162 video completes.
•
That equals to a video-completion-rate (VCR) of 26%, the CVB pre-roll videos returned a completion rate 73% higher than average.
•
On the Web Most traffic came from visitors searching for events “things-to-do” (calendar page).
•
Visitors to VisitYorkCounty.com by organic search increased by 20%.
•
Growing our Social Community The Visit York County Facebook page has experienced tremendous growth and aboveaverage engagement from our audience. On average, we’ve experienced an average monthly engagement rate of 4.7% on our Facebook page, which is considered high compared to industry standards. Twitter is an integral platform to reroute people to the Visit York County website to learn more and explore the CVB’s offerings. It also serves as a prime platform for sharing partner promotions and engaging with local entities and influencers.
10 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
Telling the YC Story Working with industry partners, we were able to tell the York County, SC story through various channels and also assist partners with additional communications/publicity efforts.
This Year We... Partnered with the South Carolina Parks, Recreation & Tourism (SCPRT) department on media mission tours throughout the nation where we met face-to-face with approximately 100 journalists and bloggers/influencers who cover travel stories in SC.
•
Formed a relationship with MBPR to continue to enhance upon current and identify new relationships with various media.
Accredited Destination Marketing Organization
•
Arranged and coordinated partner attraction interviews for Richard Green, producer of the Around Carolina segment with Spectrum News (formerly Time Warner Cable News).
•
Coordinated media visits with the following journalists:
•
SC Insider, Libby Wierseman. Libby has produced 2 stories; 1) featuring The Pump House Restaurant and 2) featuring the East Main Guest House for an article titled, “Best B&B Breakfast’s in SC”. Canadian journalists, Rob and Wendy Lindsay (story published in Sept. 2017 edition of Good Times Magazine). Travel journalists/blogger EatMoveMake.com, Liz Mays (story has not been published) Continued annual partnerships with local festivals/tours to assist with additional communications/publicity efforts. The staff wrote media releases, coordinated interviews and media appearances for Juneteenth Rock Hill, Inc., the SC Ag + Art Tour/Ag + Art Tour of York County.
•
@visityorkcounty 36% increase of likes since last year
twitter @visityorkcounty 16% increase of likes since last year
instagram @visityorkcountysc 55% increase of likes since last year
Stay Up to Date Download the Visit York County, SC App
Now in its 3rd year, the York County, SC travel app saw 8,035 sessions, 972 total downloads and 2,560 average unique users during FY 2016-2017.
11 | 2016-2017 Annual Tourism Report ∙ Rock Hill/York County, SC
visityorkcounty.com
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 375 South Anderson Rd, Rock Hill, SC 29730 (888) 702 1320 • visityorkcounty.com
Information shared in this publication covers July 1, 2016–June 30, 2017