the economic impact of tourism in orange county
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2013–2014Strategic Plan
2Chapel hill / Orange COunty VisitOrs Bureau
Position Chapel Hill and all of Orange County as a desirable place to visit and host a meeting or conference with careful consideration to the needs and assets of the Orange County communities.
Engage in a variety of activities that will result in increased hotel bookings, rental of area meeting facilities, visitations, increased occupancy tax receipts and visitor expenditures.
Mission Statement
connections
• continue to: 1) prioritize mid-week bookings by reaching “business tourists”; 2) place secondary emphasis on leisure/transient business.
• continue to support groups/meetings segment at comparable levels.
• expand commitment to LGBT market.
• explore additional initiatives, including Hillsborough VA heavy-up, food promotion, TV.
highlights
current year summary
“EXHALE,” FRANKLIN STREET, CHAPEL HILL, NC
VISITCHAPELHILL.ORG888.968.2060
bewaRe: ImaGInatIons RUNNInG wILdThere’s always something new to get into at the edge of the Triangle. A new art exhibit. A new cupcake shop. A new show to see. Whatever you’re into, you can be sure that visiting the Chapel Hill area will always give you a new perspective.
VISITCHAPELHILL.ORG888.968.2060
Master the art of giving this holiday season with FRANK. The gallery's collection of artists will offer an array of wares for your shopping pleasure, November 5 thru January 5.
FRANK GALLERY, CHAPEL HILL, NC
new Ideas aRound eVeRy coRneR.
the aRt oF dIscoVeRy
VISITCHAPELHILL.ORG888.968.2060
Chapel Hill’s celebrated Franklin Streetfeatures over 200 shops, boutiques, galleries, jewelers and restaurants, all on a historic street named for Benjamin Franklin. Carr Mill Mall, a restored textile mill in Carrboro, offers everything from specialty gifts to outdoor adventure items and great dining. And for antiques, chocolate, gifts and more, visit Hillsborough’s Churton Street. Enjoy unique shops and meet some very interesting people along the way.
SOUTHERN SEASON, UNIVERSITY MALL, CHAPEL HILL, NC
soMe places aRe eVen beTTeR By FOOt.
VISITCHAPELHILL.ORG888.968.2060
TAR HEEL 10 MILER, CHAPEL HILL, NC
There’s never a shortage ofsporting events and activities at the edge of the Triangle. From family-friendly races to pickup games, country parks to city leagues, the Chapel Hill area welcomes athletes of all skill levels as well as their biggest fans.
thIs Is not yoURoRdInaRy playGRoUnd.Whatever you’re into, you can be sure that visiting the Chapel Hill area will alwaysgive you a new perspective.
VISITCHAPELHILL.ORG888.968.2060
BOTANICAL GARDEN,CHAPEL HILL, NC
VISITCHAPELHILL.ORG888.968.2060
The unique vibe. The gourmet food. The freakishly nice people. Lots of smart folks have chosen the edge of the Triangle for their big event, too. Now it’s your turn to take all the credit for deciding on the Chapel Hill area. Kudos!
GReat mIndsthInk aLIke.
THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC
VISITCHAPELHILL.ORG888.968.2060
unconventIonaL conVentIons. The Chapel Hill area has plenty of unique meeting spaces. Maybe you’ll meet in an amphitheater. Or a woodsy retreat. Or a boutique hotel. Either way, when you meet at the edge of the Triangle, you’re already thinking outside the box.
BOTANICAL GARDENS, CHAPEL HILL, NC
connections
groups
consumer
target mix
80% percent of total spend allocated to consumer audience.
other
onlineprintmedia mix
95% percent of spend allocated to print & digital channels.
FY 2013-14 mix
connections planning
sources of influence: planning
Source: Google, The 2013 Traveler, November 2013.
internet
family, friends, or collegues
informational brochures
magazines & newspapers
tv
travel agents
books
800 or toll-free number
travel groups
radio 4%8%9%9%
17%18%
25%28%
49%80%
connections planning
58%of leisure travelers always
“start my travel booking and planning process with search.”
Source: Google, The 2013 Traveler, November 2013.
connections planning
90%“The vast majority of people (90%) placed importance of other people’s reviews when booking the accommodation
for their last trip.”
Source: Google, TripBarometer by TripAdvisor, Winter 2012/13.
connections hillsborough VA heavy-up
• leverage traffic coming to the area from north-of-the-border.
• under consideration: digital, print, OOH.
• $25k dedicated budget.
connections food promotion
• solidify Chapel Hill’s culinary culture amongst potential visitors.
• integrated, cross-platform partnership with leading publisher.
FestiVals, spOrting eVents and tOurism
6Chapel hill / Orange COunty VisitOrs Bureau
•Morethan24Orange
Countyfestivalsoccur
annually.
•Morethanhalfuse
governmentfacilities.
•Theygreatlycontribute
tonewguestsvisiting
OrangeCounty.
•Festivalsgrowrevenues,
thetaxbaseandfuel
localbusinesses.
Why Events and Festivals?
eVentS On the edGe tRIaNGLehi�sboRoUGh CandLeliGht home touR dec. 2, n�n–6 pmA holiday-inspired tour of historic privately owned homes, historic churches and businesses. Also enjoy a horse-drawn carriage ride through downtown for a nominal fee, and see the Holiday Tree Lighting Ceremony and Holiday Parade.
hi�sboRough’s FResh R�ts FestiVal octobeR 20The Downtown Hillsborough’s Fresh Roots Festival is a day-long celebration of food, music, activities and fun with the Handmade Parade starting at 2 pm. The festival will be followed on Sunday with the Fresh Roots Feast featuring a Farm-to-Fork dinner at The Depot at Hillsborough Station.
exPLoRe2nd FRiday aRtwalksOn the second Friday of the month area galleries and merchants welcome patrons from 6 pm until 9 pm. Participating stores include the Ackland Art Museum and store, The ArtsCenter, FRANK Gallery, NC Crafts galleryWomancraft and more.
EXPLOREFestifa� October 7This year will celebrate the 40th Annual Festifall event on West Franklin Street, North Carolina’s longest running event. Festifall includes music and live performances, children’s activities, food, and visual and performing arts.
exPLoReFestiFa� octobeR 7This year will celebrate the 40th Annual Festifall event on West Franklin Street, North Carolina’s longest running event. Festifall includes music and live performances, children’s activities, food, and visual and performing arts.
nc coMedy FeStIVaL a� FeBRUaRyThe NC Comedy Festival is a month-long event during February hosted by DSI Comedy Theater in Carrboro. The Comedy Festival is reported to be the largest comedy festival in the Southern United States.
VISITCHAPELHILL.ORG888.968.2060
tUne INTO the ca�boRo Film FestiValnoVembeR 18From 1–7 pm at the Carrboro Century Center. Started in 2006, the Carrboro Film Festival promotes area short films of 20 minutes or less.
ch_ourstate_fullpg co-op ad_2012_hires.pdf 1 8/21/12 11:15 AM
FestiVals, spOrting eVents and tOurism
7Chapel hill / Orange COunty VisitOrs Bureau
The Impact of Festivals on Tourism
•Eventshavethepotentialto
generateavastamountoftourism
whentheycatertooutof-region
visitors.
•Eventsareseenasimportanttool
forattractingvisitorsandbuilding
imagewithindifferentcommunities.
•Tourismrelatedservices,which
includetravel,accommodation,
restaurants,shoppingarethemajor
beneficiariesoftheevent.
FestiVals, spOrting eVents and tOurism
15Chapel hill / Orange COunty VisitOrs Bureau
Tourism works for Orange County
•DomesticvisitorstoandwithinOrange
Countyspent$161.6millionin2012, an
increaseof3.05%from 2011.
•Thetravelandtourismemploys1,650inOrangeCounty.
•Totalpayrollgeneratedbythetourismwas
$29.37million.
•StatetaxrevenuegeneratedinOrangeCountytotaled$8.54 millionthrough
statetaxes.
•$3.31 millioninlocal taxesfrom travel-
generatedandtravel-supportedbusinesses.
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