FY 17-18 BUSINESS PLANFY 17-18 BUSINESS PLAN

Dear Tourism Partners,

On behalf of Visit Hershey & Harrisburg and the Hershey Harrisburg Sports & Events Authority, I’m pleased to share with you our FY 17-18 business plan. We are excited about the many opportunities that our team of professionals have identified for growth and development throughout 2017-2018.

Through an extensive process of research, evaluation, and internal reviews, we have developed a comprehensive business plan that clearly outlines a set of measurable goals and objectives. While each department has independent goals, each directly supports this organization’s overarching mission of leading economic growth for the region through destination marketing and tourism development. Our leadership team is focused on securing and managing the financial resources critical to executing effective destination marketing.

While there is uncertainty of the level of tourism marketing funding lingering on the state and national level, we have been extremely fortunate to receive support from our local leadership in Dauphin County who fully embrace the power of tourism as an economic engine.

We will continue our investment of time and resources in cutting-edge technology to help us understand more about the travel habits and trends of our potential guests. We will continuously analyze this valuable data and incorporate it into our Sales, Marketing, and Media strategies.

We look forward to another successful year pursuing new business, while continuing to nurture beneficial relationships with our valued Partners in the Hershey Harrisburg Region.

Mary E. SmithPresident & CEO

LETTER FROM PRESIDENT & CEO

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TABLE OF CONTENTS | WHO WE ARE | MISSION

Table of Contents

Travel Trends..............................................Page 3Organizational Goals............................... Page 4

Departmental Overview Marketing....................................................Page 5Sales.............................................................Page 7 HHSE............................................................Page 12Partnership.................................................Page 14Public Relations.........................................Page 15

Who We Are

Visit Hershey & Harrisburg is the official non-profit partnership-based Destination Marketing Organization serving Dauphin County and Perry County. Visit Hershey & Harrisburg is responsible for developing and executing comprehensive sales, marketing, and communication programs to compete for leisure, business, group, and sporting event travel market segments among leading and national destinations.

Mission Statement

The mission of Visit Hershey & Harrisburg is to generate economic growth and stability for Dauphin County through the marketing and promotion of the Hershey Harrisburg Region as a competitive meeting, corporate, and leisure destination, and to coalesce, develop, and expand its hospitality industry, products, and workforce.

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2017 AND EARLY 2018 NATIONAL TRAVEL TRENDS

Like all industries, to build on our successes, we must be focused on the right things and remain educated and relevant. According to a recent report from the U.S. Travel Association, several interesting travel trends are emerging, reflecting the changing needs and expectations of U.S. travelers. The more we understand about our travelers’ expectations, the better we can provide services and experiences that they have come to expect.

Instant GratificationTechnology is fueling a more demanding and impatient traveler. 44% of travelers already expect to be able to plan their trip with a few simple taps of their smartphone.

Getting to Business2017 will see a further upswing not only in the blurring lines between leisure and business travel, but in the value we attach to workplace travel opportunities. 49% of business travelers already extend their business trips to enjoy more of the destination.

Appetite to Discover2017/18 promises to see travelers unleashing their inner explorer like never before. 45% plan to be more adventurous in their choice of destination in the coming year, while 47% would like to explore corners of the globe where none of their friends have been.

Mind, Body, and SoulThe coming year will see many travelers prioritizing health-conscious trips that promise harmony for the mind, body, and soul. 44% are interested in experiencing spa or relaxation travel and 38% in a health or well-being travel experience.

Simple PleasuresTravelers in 2017/18 will be inspired by their own aspirations rather than material possessions. In fact, 58% of travelers plan to prioritize spending on experiences rather than material possessions.

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OVERALL ORGANIZATIONAL GOALS

Create ideas, strategies, and goals to increase competitive market share to generate economic growth and stability for the Hershey Harrisburg Region.

TOP STRATEGIC OBJECTIVES/GOALS

1. Increase sustainable funding for Visit Hershey & Harrisburg.

2. Expand marketing efforts to enhance the region’s brand as a destination.

3. Strengthen and Expand HHSE’s Event and Sports initiatives.

4. Enhance sales activities to generate additional sales volume.

5. Engage in destination infrastructure and product development strategy.

6. Establish awareness of tourism as an economic driver.

FINANCIAL HIGHLIGHTS FY 17-18 Anticipated Revenues $3,721,175 Expected Expenses $3,772,977

ADMINISTRATION & OPERATIONS

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Leverage and prioritize technology to improve delivery of resources and services to our customers and stakeholders. Continue to support Partner programs and sales through development and rollout of new systems. Build, maintain, and leverage relationships with local, state, and federal government officials to protect and enhance the visitor experience. Continue to focus on Strategic Alliance partnerships, seeking new ways to increase the relevance and effectiveness of the partnerships for both parties. Continue to provide great services and support to key Partners, and roll out new programs to meet changing needs.

MARKETING

he primary consumer marketing goal is to drive leisure guests to visit and stay in the Hershey Harrisburg Region.

Marketing Strategy Our Marketing strategy includes targeted geographic and demographic segmentation. Our potential guests will interact with our messages in a variety of mediums and formats. This, along with continuous data collection and analysis, will guide our ongoing marketing strategies to position the Hershey Harrisburg Region as one of PA’s top leisure destinations.

Campaign StrategyOur campaign tactics this year will be heavily influenced by our potential to gather data from newly acquired technology platforms: Adara and Arrivalist. Our overarching goal with this tactic is to cast a wide net so that we can learn where the best prospects are. To date we have been able to measure “intent” by the click of an ad or the view of a video, and our campaign decisions have been made based on that information. With Adara and Arrivalist, we will have information on who actually converted and visited.

The culmination of this data will inform future campaigns regarding: Campaign Spend per Market Campaign Timing Priority of Segment Messaging Spend per Medium Our Competitive Set Priority of Primary and Secondary Demo

SEGMENTATION

Geographic & Demographic

GEOGRAPHIC

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New York City (including North New Jersey) Philadelphia (including South New Jersey) Washington D.C. (including Northern Virginia and part of Maryland) Pittsburgh Baltimore Wilkes-Barre/Scranton Johnstown/Altoona

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MARKETING

DEMOGRAPHIC

Our first consideration with demographic targeting is adults that are likely to have a high enough household income and a propensity to travel. Additional consideration is given to the fact that we’re very much a family destination so we layer on their likelihood to have children in the household. Our primary demographic for our marketing campaigns is Women 25-44 (approximately 60% of budget). Our secondary demographic for our marketing campaigns is Adults 25-54 (approximately 40% of budget).

TIMELINE

Our marketing executions will be centered around providing seasonally relevant messaging including consideration to visitors’ planning and booking lead time. Based on our region’s offerings we have segmented the year into the following:

Springtime March through mid-MayEarly Summer Mid-May through JuneLate Summer July through mid-SeptemberFall Mid-September through mid-NovemberHoliday Mid-November through DecemberWinter January through February

CHANNELS

Our integrated marketing approach utilizes and leverages the strengths of each channel. Website - The primary consumer facing resource and hub Email - Sent monthly to approximately 13,000 - 20,000 subscribers across the United States Social - Facebook, Instagram, and YouTube Print - The Travel Guide is our exclusive print execution for the leisure market. Paid Search - Used to supplement organic website traffic Digital Display and Digital Video - Purchased for both primary marketing and flow campaigns

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SALES

he Sales Department is responsible for promoting the Hershey Harrisburg Region to the travel trade as a destination to host their business.

Target Markets: Meetings & Conventions, Military, Religious, Domestic Tour/Travel, and International

MEETINGS & CONVENTIONS

Forecast: National forecast is generally upbeat with flat to slightly moderate growth.

Goal: 20% increase over FY 16-17 in room night bookings

Key Target Markets

Association Corporate Government Specialty

TrendsFace-to-face engagement is still the way to sell.

Site Inspection/FAMs are #1 at 38%. Trade Show Meetings/Networking Events are next at 37%. Print/Digital/Email are all 5% or less. Print advertising and cold calls are ranked as LEAST effective.

Top StrategiesTrade Show and Conference Attendance

Focus efforts on attending appointment-based trade shows. Introduce new regionally based shows. Shift some of the larger/national shows to an every-other-year basis. Host qualified client and co-sponsored events. Host networking receptions in conjunction with trade show events. Conduct one-on-one sales calls via sales missions and FAM tours.

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SALES

Proposed Trade Show Schedule: Connect Corporate August ASAE August MPI Outings Summer & Fall Connect Medical October Connect DC December PCMA January RCMA January Conference Direct March PASAE Summer (education) March PASAE Expo March HelmsBriscoe April Connect New England June PLAA (sponsorship only) MPI WEC June Society of Government Meeting Planners June

MILITARY

Forecast: Flat to moderate growth

Goal: 5% increase in military reunion room night bookings

Trends Due to the aging population, primary military contacts are declining. Their descendants are continuing to plan reunions in their honor. Navy reunions now combine their reunions with other ships.

Client Profile Predominantly veterans who served between World War II and the 1970s. Most planners are very experienced in reunion planning.

Top Strategies Refocus efforts to higher yielding markets, while maintaining existing levels of Military Reunion business. Educate our full-service hotels on the expectations of the Military Reunion market.

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SALES

RELIGIOUS

Forecast: Moderate growth on a national level, but great potential to build for the Hershey Harrisburg Region.

Goal: 20% increase in room night bookings

Trends Planners expect hotels/venues to be culturally sensitive to their specific denomination. Resort hotels are desirable for this market.

Client Profile Individuals responsible for planning/managing meetings, conferences, retreats, and conventions for their religious organization Multi-faith Some planners utilize third-party planners

Top Strategy Focus more resources into this market segment. Maximize trade show opportunities.

Proposed Trade Show Schedule Connect Faith October Connect Specialty August CMCA March

DOMESTIC TOUR/TRAVEL

Forecast: Moderate growth nationally, however the Hershey Harrisburg Region has seen a slight decline in the past year.

Goal: 10% increase in room night bookings

Client Profile Motorcoach operators Tour operators Group leaders Student camp groups Receptive operators

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SALES

Trends Girlfriend getaways - spas, wine tasting, shopping Culinary tours Multigenerational tours – grandparent/grandchild tours LGBTQ tours – nightlife, shows, upscale hotels

Top Strategies Shift less resources toward this market while still maintaining an active presence at key industry trade shows and marketplaces. Evaluate the viability of the student market for overnight potential. Investigate potential niche markets: The LGBTQ “Modern Family” Market, Women’s Travel, Millennial Travel. Continue to host FAM tours, site visits, and regional sales missions with Partners. Position the Hershey Harrisburg destination as a hub and spoke overnight for tours visiting Lancaster County and Gettysburg. Plan and implement one tour operator FAM or a holiday-themed itinerary for traditional tour operators. Engage in statewide sales efforts.

Proposed Trade Show Schedule: SYTA August NTA December ABA January PA Bus Association Marketplace March Maryland Motorcoach Association Marketplace March PA Bus Annual Meeting June

INTERNATIONAL

Forecast: Nationally, China remains the most notable source market in terms of growth and is projected to be the largest market by 2021. The U.S. remains the number one destination by far for this market. India is a rising inbound market, with visitation to the U.S. projected to increase 72% in six years.

Goal: 10% increase in room night bookings

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SALES

Target Markets China Chinese Americans India UK Ireland Europe

Client Profile International inbound receptive operators Chinese Americans International tour operators

Trends Use of social media influencers Experiential Want to experience local flavor Rise in visitation to 2nd and 3rd tier cities

Top Strategies Support key receptive operator partners with co-op marketing. Identify potential new key receptive operators for cooperative partnerships. Conduct one East Coast and one West Coast sales mission, providing front-line training about our destination. Attend industry trade shows focused on international inbound receptive operators, our top feeder markets (UK, China, India) and international tour operators. Support statewide or regional partner initiatives when they align with our top markets. Maintain presence in 2018 Brand USA Inspiration Guide.

Proposed Trade Show Schedule: Special Invite Only China Market Sales September RTO MICE September RTO West February L&L Travel Show March Active America China March RTO East May IPW May

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HERSHEY HARRISBURG SPORTS & EVENTS AUTHORITY

he Hershey Harrisburg Sports & Events Authority (HHSE) is entering its first fully-operational fiscal year as the sports and events division of Visit Hershey &Harrisburg. HHSE sets out to build on itsinitial success and continue to developthe brand.

Objectives Empower local event promoters to build the foundation for long-term success. Explore opportunities to establish new annual events. Continue to develop community support for the increased sports tourism and event enrichment efforts.

Goal: 10% growth in sport/event room nights 10% growth in economic impact of sports and events Submit 18 bids/proposals for new sporting events

Client Profile

SPORTS: Family-friendly sports events rights holders Events that draw from northeast/mid-Atlantic region (New York, Washington D.C., Baltimore, Pittsburgh, Philadelphia)

EVENTS: The typical event planner that we seek is one who is mid-market friendly, that does not require the facility size of a Philadelphia or Washington D.C., convention center.

Trends The sports market continues to prosper. Amateur events continue to flourish, as most parents will continue to support their children’s travel-team sports interests. There is no indication that this will recede in the near future. Cautiously optimistic regarding expansion in events Careful and measured approach to new markets

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HERSHEY HARRISBURG SPORTS & EVENTS AUTHORITY

Top Strategies Attend 6 sports conferences/shows. Attend 5 events conferences/shows. Conduct 15 site visits by sports/events rights holders. Focus on growth of non-peak (November to February) and shoulder (September-October; March-May) tourism seasons. Begin process to establish new annual events for the Hershey Harrisburg Region.

Proposed Trade Show Schedule: Society of Independent Show Operators (SISO) Summit August CONNECT Sports Marketplace August SPORTS Institute September AAU National Convention October TEAMS 2017 November IAEE Expo! Expo! December NASC Symposium April National Association of Consumer Shows June

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PARTNERSHIP

isit Hershey & Harrisburg Partnership provides invaluable exposure, information, networking opportunities, and education to its investing Partners to enhance their visibility and engagement.

Exclusive Partner benefits, including Marketing Assistance and Co-Op ads Sales, Marketing, and Public Relations efforts Year-round networking and educational events Advocacy

Goal: Increase partnership revenue by 5%. Retain 90% of existing Partners. Increase the total number of investing Partners by 10%.

Top Strategies Research and attract new potential businesses and business categories. Maximize exclusive partnership programs to drive additional revenue. Retain existing Partners through quality education and networking opportunities. Increase engagement via 10% increase in Partner Extranet activity. Develop and implement Partner Neighborhood/District Programs. Utilize customized sales techniques and new partnership sales assets to promote the value of partnership. Increase awareness of Marketing Assistance and Billboard Co-Op program.

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isit Hershey & Harrisburg’s primary Public Relations effort is to enhance the region’s visibility as a premier leisure travel destination by promoting the area to traditional and online media with the goal of generating positive earned media nationally and internationally.

Goal: Increase earned media placements by 10%. Generate earned media by positioning the region as a premier leisure travel destination. Generate earned media by positioning the bureau locally as a leading economic driver through tourism. Develop an external Crisis Communications Plan for 2018 implementation. Generate earned media supporting sales efforts within the meeting, group, and international markets.

Target Audiences Travel media and leisure travel consumer resources Local media and community news resources/influencers Trade media and meeting and group planner resources

Key Target Markets New York City (including North New Jersey) Philadelphia (including South New Jersey) Washington D.C. (including Northern Virginia and part of Maryland) Pittsburgh Baltimore Wilkes-Barre/Scranton Johnstown/Altoona

Top Strategies Host 25 travel writers/bloggers. Conduct 3 deskside media visits/month in key target markets. Personal outreach to 2 local media/month. Attend 1 international media marketplace. Host 6 FAM tours utilizing newly-developed media-exclusive themes that showcase our region.

PUBLIC RELATIONS

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