bureau business brief: monthly results report · bureau business brief: monthly results report...
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Bureau Business Brief:Monthly Results Report
January 2018
John MeroskiChief Executive Officer,
FACVB
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Table of Contents
2
Smith Travel Research (STR)
Segmentation Trend for North Carolina 3
Visitor Profile
➢ Statistics 4
➢ Reason for Visiting 5
➢ Visitor’s Interests 6
Sales Department
➢ Meeting and Sporting Event
Solicitation Activity 7
➢ Scorecard 8
Communications Department
➢ Event Listings 9
➢ Social Media 10
➢ Publicity 12
➢ Go Fayetteville Blog 15
➢ Scorecard 19
Tourism Department
➢ National Tour Association’s
Travel Exchange 20
➢ Scorecard 21
Visitor Services Department
➢ Statistics 22
➢ Scorecard 24
Everything Begins with a Visit 25
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Smith Travel Research (STR)Segmentation Trend for North Carolina
3
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Visitor ProfileStatistics
Sources: Attractions, Electronic Kiosks, Hotels, Online and Visitor Center Walk-Ins
4
1. Visitors to Cumberland County were from the following states: North Carolina
45.51%, Florida 7.83% and New York 3.47%.
2. The visitors’ reason for visiting was Visit Friends/Family 23%, Vacation 18%
and Traveling Through 12%.
3. The top areas of interest were Museums 13%, Dining & Historical Sites 12%
each and Arts & Entertainment 11%.
4. On a scale of 1-5 for visitor experience with 5 being the best, the overall visitor
average score was 4.79.
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Visitor ProfileReason for Visiting
5
23%
18%
12%
11%
11%
10%
7%
5%2% 1%
Visit Friends/Family
Vacation
Traveling Through
Business
Business w/Military
Specific Attraction
Other
Events/Festivals
Relocation
Convention/Reunions
Hurricane Irma
Eclipse
23%
18%
12%
11%
11%
10%
7%
5%
2%
1%
<1%
<1%
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Visitor ProfileVisitor’s Interests
6
13%
12%
12%
11%
8%
8%
7%
7%
6%
4%
4%3%
3% 2%
Museums
Dining
Historic Sites
Arts & Entertainment
Military Sites
Shopping
Outdoor Recreation
Events/Festivals
Deals & Packages
Kid Friendly Activities
Nightlife
Spectator Sports
Golf
Other
13%
12%
12%
11%
8%
8%
8%
7%
7%
6%
4%
3%
3%
2%
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Sales DepartmentMeeting and Sporting Event Solicitation Activity
7
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Sales DepartmentScorecard
8
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Communications Department141 Events Listings Placed
9
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Communications DepartmentSocial Media Statistics
10
Outlet Followers Posts Engagement
Twitter 2,881 49 469 Clicks, Retweets, Replies
Facebook 6,876 59 1,265 Likes, Comments, Shares
Instagram 1,601 31 757 Likes, Comments
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Communications DepartmentSocial Media Statistics
11
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Communications DepartmentPublicity Generated
12
Up & Coming Magazine –
Liberty Point Bulletin
December 13:
Bureau Introduces New Visitor Trail Guide
December 27:
Marketing Cumberland County
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Communications DepartmentPublicity Generated
13
Visit NC Travel Guide
Fayetteville: Why It Matters
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Communications DepartmentPublicity Generated
14
Cheap is the New Classy
Five Indoor Activities in Fayetteville
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Communications DepartmentGo Fayetteville Blog
15
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Communications DepartmentGo Fayetteville Blog
16
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Communications DepartmentGo Fayetteville Blog
17
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Communications DepartmentGo Fayetteville Blog
18
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Communications DepartmentScorecard
19
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Tourism Department
20
Tourism Sales Manager Jessica Bennett
attending the National Tour Association’s
Travel Exchange in San Antonio, Texas
from December 13-17.
At the show, Jessica met with Group Tour
Leaders and also received her Certified
Tour Professional (CTP) Certification.
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Tourism Department
21
Scorecard
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Visitor Services Department
22
December was a Busy Month in Visitor Services!
Fulfilled 10 Group Service Requests
Includes internal FACVB requests, walk-ins, meetings etc.
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Visitor Services Department
23
December was a Busy Month in Visitor Services!
Distributed 608 Visitor Guidesto hotels, welcome centers, visitors, FACVB advertising and
visitor generation, AAA offices and others
.
Handled 415 Visitor Inquiriesvia phone, walk-ins, web at three Visitor Centers for both
local and out-of-town guests
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Visitor Services Department
24
Scorecard
.
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Everything Begins with a Visit
25
Thank You!
.
Economic Impact of $525.39 million
4,540 jobs with a $98.41 million payroll
State and Local Taxes of $39.62 million:
a $120.86 tax savings to each county resident.