Hospitality Outlook

Friday, March 2, 2018

February 29, 2018

WelcomeStephanie BrownPresident & CEOExplore Asheville Convention & Visitors Bureau

Mid-Year Business ReportStephanie BrownPresident & CEOExplore Asheville Convention & Visitors Bureau

BCTDA MissionTo be a leader in the economic development of Buncombe

County by attracting and servicing visitors, generating income, jobs and tax revenues which make the community

a better place to live and visit.

Occupancy tax creates a funding stream to market

the Asheville area, building the customer

base & enhancing economic vitality.

Direct Spending of $1.9 BillionDistribution by Segment in Millions

Food, $519.70

Retail, $430.80

Lodging, $426.50

Recreation, $265.50

Transportation, $222.00

Air, $3.80

Source: Tourism Economics, 2016

Second Home Value,

$81.20

Total Business Sales of $2.9 BillionDistribution by Segment in Millions

Construction$61.80

Manufacturing$23.70

Wholesale Trade$26.30

Transportation$110.90

Retail $480.50

Gasoline Stations$133.20

Communications$55.00

Finance/Ins./Real Estate$389.70

Business Services$182.20 Education/Healthcare

$110.40

Recreation/Entertainment $241.40

Lodging $427.80

Food/Beverage$581.60

Personal Services$84.10

Government$28.10

Tourism in Buncombe County generates

$203 million in state & local taxes, representing

$1,800 per household

26,700 jobs in Buncombe County are supported by

the visitor spending

Average wages in Buncombe County

accommodations exceed state average by

16%

Visitor spending produces 43% of sales taxes

and 18% of property taxes.

Lodging properties alone paid $25 million in sales taxes and $8 million in property taxes in 2017.

New hotels in the construction pipeline will add $5 million of property

tax revenue.

TPDF has awarded a total of

since the fund’s inception$34.5 million to 34 projects

Marketing& PR

VISITOR ARRIVALS From TDA Marketing

Advertising Investment3 Seasonal Campaigns:

$8 Million Net Media Spend

59 Million Target Audience Reach

600 Million Impressions

Plus, continuous PR, Digital, Search, and Social

YTD Produced 2.3M Web Visits and 1.6M Video Views, 8% increase in Lodging Sales

Harvest CampaignAugust 7 – September 17

• $2.7 M Net Media Spend

• TV, Radio, Print

• Digital (video, native, display and retargeting)

• “Let the Magic Find You”

Focus Markets:

Atlanta, DC, Jacksonville, Orlando, Cincinnati, Nashville, Raleigh, Charleston, Columbia, Knoxville, Greensboro, West Palm Beach, Tampa

Harvest CampaignDigital

Holiday CampaignOctober 23 – December 22

• $113K Net Media Spend

• Digital Only

• “Let the Holiday Magic

Find You”

Focus Markets:

Charlotte, Raleigh,

Greensboro, Atlanta,

Charleston, Columbia,

Knoxville

Winter CampaignJanuary 8 – February 28

• $92K Net Media Spend

• Digital Only

• “Cozy Up in Asheville”

• Evergreen Assets

Focus Markets:

GA, NC, SC, TN, WV, VA, KY

Winter Campaign

Spring CampaignMarch 5 – May 21

• $5M Net Media Spend

• TV, Radio, Print

• Digital (video, native, display, retargeting, paid social)

• “The Magic of Spring”

Focus Markets:

Atlanta, Raleigh, Charlotte, Nashville, Cincinnati, Jacksonville, Orlando, DC, Charleston, Columbia, Knoxville, Greensboro, West Palm Beach, Tampa

PR Outreach YTDMedia Connections• 458 media touchpoints• 655 proactive pitches• 37 hosted media site visits

Media Tours• Fall Tour: Charleston to Atlanta• SATW Marketplace

(Society of American Travel Writers)• Charlotte Media Event with VisitNC• NYC Media Tour & International Media Marketplace• Winter Tour: Chattanooga, Knoxville & Tri-Cities• Atlanta Media Event with VisitNC

UP NEXT: VisitNC 365 Marketplace, NYC Media Mixer, Ohio Valley Media Mission

PUBLICITY REACH: 3.2 billion ytd

PR: Earned Media

“Top 15 Cities in the U.S.”“48 Hours in Asheville”

“18 Places to Visit in 2018”“48 Hours in Asheville: Where to Eat & Drink”

“Best Cities in the U.S.”

“Best Small Cities in the U.S.”

“30 Most Exciting Food Cities”

“Coolest Places to Go in 2018”

Music Initiative• 10 media outlets hosted including Billboard, Paste,

Consequence of Sound, American Songwriter, JamBase, UpRoxx, No Depression, Fodor’s Travel

• More than 50 Asheville music businesses featured on immersive media itineraries

• Local music publicity partner: Mason Jar Media• Combined Editorial Reach: 52.9 million (potential

coverage)

Consequence of Sound:1.4 million readership7,216 social shares

Fodor’s1.7 million readership2,231 social shares

Music Accolades

The 12 Best Music Towns in the Nation -- Expedia

9 Best Destinations for Music Lovers -- Smarter Travel

America’s 12 Greatest Music Cities, Ranked -- Thrillist

Exploring Asheville: 5 Days in a Musical Oasis -- Jambase

Why Asheville’s Music Scene is like Nothing You’ve Ever Experienced -- Fodor’s

Asheville is America’s Next Great Music City --Consequences of Sound

Group Sales & Service

FAM TRIPSAmerican Bus Association56 Individual Visits YTD

CLIENT EVENTSWashington, DCIMEX Int’l, Las VegasAENC, RaleighABA, Charlotte

TRADE SHOWS25 International, National, Regional and State Events

CLIENT ENGAGEMENT ytd

SPONSORSHIPS• ASAE Headshot Loung• Smart Meetings West• M&C Interact Southeast• Spirit of Hospitality

CLIENT EVENTS• Washington, DC• IMEX Int’l, Las Vegas• AENC, Raleigh• ABA, Charlotte

CLIENT ENGAGEMENT ytd

7,491 Direct client contacts

37,388 Indirect client contacts

435 Sales Leads issued

239 Leads turned definite

50,000 Room nights booked

BY THE NUMBERS ytd

Thank you