2007 Year In Review• Tourism is an $11 Billion Dollar Industry for Maryland.• Washington County ranked 7th among 25 Maryland

jurisdictions for money spent by visitors in 2006. $250.1- million spent by overnight visitors (up 5.2% from $237.7- million).

• More than 6,000 people, or almost 10-percent of the work force, work in Leisure and Hospitality in Washington County. This ranks Washington County 6th in the State of Maryland.

• 2.08-million visitors, according to State of Maryland came to Washington County last year. Ranked 5th in the state.

• (source Economic Impact of Travel on Maryland Counties, conducted by travel Industry Association of America, and DLLR. Statistics also from Global Insight Report for State of Maryland)

Years Total Revenue

Media Placements

Percentage of Revenue

2004 816,546 90,105 11%

2005 811,664 87,736 11%

2006 900,112 176,632 20%

2007 993,255 256,606 26%

Advertising Has Greatly Increased; Promoting Washington County to Visitors

Visitors Increase

• Visitors to our downtown gift shop and visitors center exceeded 11,000.

• In 1998 there were 7,366 visitors to our downtown location. +59%.

• Visitors Center Undergoing significant renovations!

7,366

11,000

0

2,000

4,000

6,000

8,000

10,000

12,000

1998 2007

Number of Visitors to our downtown location.

Tourism Brings Revenue

$449.8$476.6$494.4$482.7

$514.1$529.4$540.0

$620.0$710.0

$820.0

0100200300400500600700800900

1998 2000 2002 2004 2006

Lodging Tax • From 1998 to 2007 the lodging tax revenue for the CVB has increased $366, 000 or +45%.

Where does the revenue come from?

Membership UP!

• CVB Membership• We currently have

over 270 members – THE MOST EVER!

• Over 25 new members in 2007

• Retention rate in the 95-percent range

118

219245 271 275

0

50

100

150

200

250

300

1998 2003 2005 2006 2007

CVB membership

State Grant Money

• State grant monies to the CVB had declined in recent years, in 2007 up because of increased CVB marketing.

• 2007 over $60,000 due to increased spending in advertising and sales. THE MOST EVER!

$50.9$47.6

$44.0$46.0$44.5$43.0

$27.0$24.0

$63.0

$0.0

$10.0

$20.0

$30.0

$40.0

$50.0

$60.0

$70.0

1998 2000 2002 2005 2007

State Grant Money 1998-2007

Cost of Administration – Less Than 30-percent of Budget

$191.0

$10.7 $16.0 $14.3 $5.2 $4.0$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

$/Staff $/Visitors Taxes Insur. Retire. Misc.

2007 CVB Administration $$

Who is Who – What is WhatCVB Staff 2007

CVB President Tom RifordBetsy DeVore, Director of SalesJolene Thomas, Director of

OperationsCharissa Stanton, Public

RelationsPart time Information

Specialists:Jean CarbaughFran RinehartKathy ReedBob TraceyRoger Keller

2007 CVB Budget

Salaries

Promotion

Operations

$0.0

$100.0

$200.0

$300.0

$400.0

$500.0

$600.0

Return on Investment• The CVB spends less than 30-

percent on salaries and administration (rent, etc.) and 70-percent on promotion and operations.

• Without tourism, our county’s unemployment rate would double.

• Tourism is economic development = JOBS + INVESTMENT.

• “Give tourism $1 and get back $19 in local economic impact”

Advertising Up 55%• International, National, Regional, Local• Baltimore Sun, Maryland Life, Valley Revue, Arrive Magazine, Herald-

Mail, WJEJ, Mix-95, Hagerstown Magazine, WJZ-TV, Shoreline, Meredith: BHG/Country Home/Family Circle/More/Traditional Home, etc., MD Assoc Campgrounds, Premier Tourism Marketing (Group and Convention Magazines), Newsweek, Mid-Atlantic AAA, MD Destination, USA Today-Weekend, MY Times Magazine, Preservation Magazine, Audubon Magazine, Trailbook, Grapevine, Frederick County Guide, Airport Advertising, Picket News, Mountainside Digital, Frederick News Post, Quad State Business Journal, MSO, Hagerstown Suns, Group Travel Planet, Meetings and Conventions, and many more!

Getting the word out!

• In 2007, our welcome center mailed over 4,500 Visitors Guides from Jan. - Dec. in response to inquires via, phone, email, ads, regular mail, magazine ad leads, etc.

• The State of Maryland also mailed out tens of thousands of our Visitors Guides, to people who contacted our toll-free number 800-228-STAY, or who we sent lists to from ad leads, etc. Our fulfillment has tripled since 2002!

Web Site Traffic Has Increased• Web Site – redesigned and updated in

2007 MOST VISITS EVER!!• Visits from Japan, France, Germany, UK,

Canada, Australia and many more.• Meeting planners request proposals via the

website. In 2007 we received over 300 inquires from meeting planners over the internet.

• Online reservations are made on our web site, tickets and gifts purchased.

• CVB MOVIE which debuted last year is showing up on other sites, and has increased visits.

• New online ads and radio spot.• Called the best local web site in

Washington County.14,000

71,000

250,000

0.00

50,000.00

100,000.00

150,000.00

200,000.00

250,000.00

1999 2003 2007

# "Unique Visitors " to www.marylandmemories.org

Trade Shows• The CVB exhibits and attends shows, meeting with

convention and meeting planners, and with group leaders. • 2007 saw MORE shows that the CVB attended. 21 this

year, compared to 17 two years ago, and 19 last year. These shows generated more than 1,100 highly qualified leads sent to our members, and helped market Washington County as a destination.

• To show how these leads benefit our members: Four Points reported that they booked 2 bus groups from our leads from the NTA show Betsy attended (Kansas City, Nov 2-4, 2007)!

Shows and Sales Efforts• Religious Conference Manager's Association, American

Bus Association, Society of Government Meeting Professionals, Meeting Planners International, American Society of Association Executives, Reunion Network ConFam’s Herndon and Boise, Maryland Society of Association Executives, Maryland On The Road – Cleveland and Columbus, Maryland Association of Counties, Group Leaders of America – Affordable Meetings – DC, Mini-Maryland on the Road - Philadelphia, Ontario Motor Coach Association (Toronto), National Tour Association, Meetings Quest - DC

• Local Shows: Home Builders Show, Greater Hagerstown New Teachers’ Reception, Chamber Faire-Valley Mall, New Teachers’ Fair

• The CVB saw tens of thousands of people at various shows and events. 22 shows on schedule for 2008!

MD Economic Development Assn Annapolis, MD January 10, 2008

American Bus Association Virginia Beach, VA February 1-4, 2008

Religious Conference Mgrs Assn Orlando, FL February 4-8, 2008

Society of Gov’t Meeting Professionals Washington, DC February 5, 2008

American Bus Association-All Operator Lunch Sponsorship Virginia Beach, VA February 7, 2008

Chamber Fare Valley Mall-HGR February, 2008

Home Builders HCC - HGR March 8 & 9, 2008

PA Bus Association Market Place Harrisburg, PA April 2, 2008

MD Int’l Marketing AssociatesSales Mission Canada April 6-11, 2008

Group Leaders of America Providence, RI April 30, 2008

MD Society of Association Execs Baltimore Area April, 2008

Reunion Network Hagerstown, MD May 5-8, 2008

MD On the Road – Sales Mission TBD July, 2008

GHC New Teachers Reception Hagerstown, MD August, 2008

Meeting Planners Int’l Las Vegas, NV August 9-12, 2008

MD Assn of Counties Ocean City, MD August, 2008

AAA PA/OH Group Leader Show Pittsburgh area August, 2008

Affordable Meetings Washington DC September 2-4, 2008

Mini-MD on the Road – Sales Mission TBD September, 2008

MD State Teachers Association Ocean City, MD October, 2008

National Tour Association Pittsburgh, PA November 15-19, 2008

Meetings Quest Washington DC November, 2008

2008 Trade Show Schedule

Meetings and Conventions• 2007 exceeded 2005’s and 2006’s record group/convention

levels. This was a 20-percent increase over 2004, which was 41- percent up over the year before.

• The CVB worked with more than 100 groups in 2007, bringing more than 20,000 room nights (this year and for future stays).

• We hosted several state-wide and regional conventions, and a national preservation conference.

• Movies and TV production brought thousands of room nights. History Channel, Discovery Channel, and more!

• “Gallons to Go” Gas promotion has helped attract bus groups, we will continue it in 2008.

• We hosted a Reunion Network ConFam, May 5-8, 2008, bringing more than 25 military reunion planners to familiarize them with our area and so they will consider booking their next reunion convention here.

2007 Trade Show Opportunities

Religious Conference Managers Association – Louisville, KYJanuary 30-Feb 2, 2007Destinations Showcase – Washington DCMarch 1, 2007Maryland Society of Association ExecutivesMarch 23, 2007Reunion Network ConFAM – Washington DCJune 7-8 2007Affordable Meetings – Washington, DCSeptember 5-6, 2007

CVB members were invited to attend these trade shows, as a representative in the CVB’s booth.

New Projects in 2007• Visitors Guide• Destination Planning Guide• Dining and Shopping Guides• Calendar of Events• Visitors Center Rack Card• Historic Hagerstown Walking Tour Brochure and Guided Walking

Tours booked through Downtown Visitor Welcome Center.• Museum Ramble Brochure and Web Site• South Mountain/Boonsboro Days/September Storm Brochure and Web

Site• Museums and Historical Sites Brochure (2nd edition)• 2nd edition Bike Brochure (brochure makes national news)• Historic Stone Arch Bridges Brochure and Guide/Map• Festival of Trees Ads• Museum – Hotel Discounts Project• New Web Site Projects (bike map/guide, bridge guide)• Western Maryland Rail Trail map/brochure• New Ads – magazines, banner ads on web sites, regional and internet

radio = MORE fulfillment.

CVB Uses Local Venders

• Design firms: PM2 Studios, Icon Graphics, High Rock, DH Web, Ridge Runner Publishing.

• Local office suppliers and venders

• Local firms helping Visitor Center renovations.

Events and MoreEvents and More• CVB partnered with, sponsored, assisted, and/or

participated with more than 25 separate events. These brought tens of thousands of people to our county, and increased name recognition.

• The Heart of the Civil War Heritage Area brings grant money to municipalities and museums. Also working with Maryland National Road Association, and Journey Through Hallowed Ground National Heritage Area.

• MSO/Salute to Independence, WCMFA, Fort Frederick, National Pike Festival, Augustoberfest, Williamsport Days, South Mt/Boonsboro Days, Antietam Events, BluesFest, Hancock Barge Bash, Mummers Parade, and many more!

• CVB conducted several “Fam Tours” (several bus tours, guiding people through the county).

• In 2007 - there were 5 network TV shows filmed here, plus the CVB worked with major films and several other TV shows that “shopped” Washington County for locations.

2007 Visitors Guide

• 43 advertisers in 2004 and 51 advertisers in 2005, 53 advertisers in 2006, 57 in 2007.

• 2007 Visitors Guide was done by Hagerstown Magazine (2nd year).

• This helped bring in more advertisers, was a great design, and saved time and money for the CVB.

2008 Visitors Guide – The Best Ever

Public Relations• 2007 saw more than $2-million worth of publicity

generated by the CVB: magazine articles, newspaper articles, and broadcast media. These included articles like coverage about the African American Heritage Guide (Florida Sun Sentinel in February), Bike map and brochure, Fort Frederick, South Mountain and Antietam’s 145th, National Pike Festival, Salute to Independence, Hagerstown Aviation Museum, Blues Fest, and the Antietam Illumination…and lots more!

• Columns, media releases: more than 120 media releases and/or announcements sent out in 2007!

• interviews…Maryland Daily Record, Baltimore Sun, and more.

Visitors Center and Contacts• Sales and visits equal to

2006. • Inventory has greatly

increased. Now new renovations almost complete.

• Guided Walking Tours Bring New Visitors – Capuco Consulting.

• Calls coming in to the visitors center increased by 20-percent since 2006.

• More than 100 people came to Visitors Center for the bus trip to the Annual Memorial Illumination.

Lodging Occupancy & Revenue• 2007 a very good year for hotels, motels,

B&B’s, and campgrounds. Some months occupancy up, year was flat. BUT revenue up over 7-percent!

• ADR up (4.2%) comparably to the national average (6%).

• Seven months had more than 60-percent occupancy. YTD occupancy very close to the national occupancy…also October had about 70% occupancy, best since mid-2005.

Room Rates Increasing

$47.33$60.30 $64.00 $68.00 $72.00

$0$10$20$30$40$50$60$70$80

1997 2002 2005 2006 2007

Average room rate

New For 2007 and 2008• In 2007 - New restaurants, Homewood

Suites by Hilton opened. Now more than 2,300 hotel rooms in Washington County – more than ever!

• Jellystone adding programs and products, new hotel being planned, more restaurants opening.

Visitation at Attractions Up in 2007

• Antietam National Battlefield Reports Increase of 19-percent (700,000), as does South Mountain State Battlefield Park.

• Fort Frederick/WMRT Reports increase in visits and camping: (more than 227,000 this year compared to 154,000 last year)!

• Museums and parks all report healthy 2007 visits.

What’s Ahead?• Visitor Welcome Center will complete renovations and

upgrades in early 2008.• More marketing of Hagerstown-Washington County.

Banner ads on Maryland Life Magazine, Baltimore Sun web site, WJZ-TV web site, AAA web sites, group tour web sites, magazine ads throughout Mid-Atlantic and select national ads. Just as the CVB increased advertising in 2007 by 55%, 2008 will see increased marketing.

• Heart of the Civil War Heritage Area, 20th National Pike Festival, 20th Annual Memorial Illumination (TOP 100 Event: ABA) & other events will enhance image and opportunities.

• New collateral material…including new Destination Planning Guide.

• New trade shows, and continuing schedule of successful trade shows.

Maryland Tourism• $11- BILLION Economic Impact• 28-Million Visitors• 116,000 tourism jobs/230,000 total employment• figures show that job growth in the leisure and

hospitality sector grew by 2-percent between July 2006 and July 2007

• Tourism generated $850-million state and local taxes

• Maryland hoteliers reported tax receipts were up over 20-percent

• The Mission of the Hagerstown-Washington County Convention and Visitors Bureau shall be to develop tourism and market Washington County to meeting planners, leisure travelers and business customers The CVB will help create vibrant growth for the local economy by promoting, developing and expanding the local visitor industry.

• The CVB’s Vision is To Become: A first-class destination management organization in promoting Hagerstown and Washington County as the regional visitor’s industry leader.

In conclusion…• 2007 was a great year for the local tourism

industry and for the CVB – tourism was up by many levels of measurement.

• The CVB is debt-free, cash reserve was enhanced, all bills are paid.

• Lodging tax collected by county is up.• Public Relations, advertising, and sales

efforts have been greatly increased.• More members than ever before.• The “State of the CVB” is strong.

$250.1-MILLION ECONOMIC IMPACT (last FY)