rutherford county tourism development authority...tourism development authority! dear rutherford...

Rutherford County Tourism Development Authority 2014 Annual Report

Welcome to Rutherford County Tourism Development Authority!

Dear Rutherford County, “Here in the Blue Ridge Mountains and foothills of Rutherford County, NC, the stressors of everyday life fade into fresh air, amidst a parade of peaks and waterways, all singing Mother’s Nature’s finest song. Whether it’s our Welcome Center staff, your server at dinner, a gentleman at a farm stand or the guide on your pontoon boat tour, the smiling faces of Rutherford County connect us from Chimney Rock to the Cherry Bounce Trail. You call it nice; we call it ‘Small Town Friendly.’ Welcome!” These are the words we open our new travel guide with – and they are the truth. Rutherford County offers more to visitors than most of us realize. Many things we take for granted are the things tourists want to visit, and our county’s tourism industry brings more to our economy than is visible to the naked eye. In fact, I call tourism the "Invisible Industry.” Tourists don't have neon signs on their foreheads, and tourism doesn't make a tangible product like yarn – instead, tourism's product is us - our businesses, the place we call home, and the beauty we are surrounded with everyday. Tourism is also jobs - almost 1,150 in hotels and restaurants alone, and many owners and operators of other local businesses tell us they would shut their doors without our out-of-town guests. So the number of jobs supported by tourism is actually much larger than the 1,150 counted. The money visitors bring us is real and they cost local taxpayers nothing. Instead, the dollars they generate help support the services FOR the local taxpayer. Lake Lure isn't going to Mexico. Chimney Rock is not going to China. The Bechtler Gold story will never go back to Germany. Neither the Blue Ridge Mountains or the South Mountains are heading west to join the Rockies. These things are ours. These things are staying. And with all that is coming in the next two years for our county ... we are all going to benefit from tourism in ways we never thought possible. So enjoy where you live - you get to reside in the 26th most visited county (of 100) in North Carolina! Michelle Whitaker, Executive Director Rutherford County Tourism Development Authority

TABLE OF CONTENTS

3: About Rutherford County TDA

6: 2014 Highlights & Happenings

7: Research & Industry Snapshot

11: New Branding

12: Public Relations & Marketing

16: VIN Info Services

19: Wayfinding Master Plan

20: Stakeholder Customer Service

21: Asset Development

21: Strategic Partners

24: Meetings & Conventions

25: Industry Calendar

26: What’s Coming?

2014 RUTHERFORD COUNTY TOURISM ANNUAL REPORT

About Rutherford County TDA TDA BOARD MEMBERS

Dawn Hemmelgarn, Chair

Foothills Family Campground

Dan Hegeman, 1st Vice Chair

Carrier Houses Bed & Breakfast

Lisa Sullivan, 2nd Vice Chair

Canopy Ridge Farm

Jamie Bradley

Matt Tackett, Blue Ridge

Distilling Company

Denise Holland, Forest City Owls Baseball

Richard Lundy,

Rumbling Bald Resort

Ann Washburn Hutchins, Washburn’s General Store

Mission Statement To partner with and leverage assets, resources and relationships in a strategic manner to create a tourism-economic development plan for Rutherford County in ways that will assist and encourage existing and future business development and yet manage growth for all of Rutherford, all while maintaining the character and integrity of who Rutherford County is. Organization Background Rutherford County Tourism Development Authority (TDA) is the Destination Marketing Organization (DMO) for Rutherford County, NC and was first authorized into creation by the 1991 North Carolina legislature. The TDA is funded by an occupancy tax, which is a tax visitors pay when they stay overnight in a local lodging facility. As trustees, the lodging property collects the visitor tax, and then remits the visitor dollars to the county on a monthly basis. In turn, the county remits these funds to the TDA, who is charged with promoting the growth of tourism in Rutherford County. After the TDA's July 8, 1991 formation, the Rutherford County commissioners levied the tax, the first board of directors was appointed, and the first tax collections began in September 1991. The TDA is legislated to collect up to six per-cent room occupancy tax, although that amount has never been collected. In October 2006, the tax rate was changed by the Rutherford County Board of Commissioners from its initial three per-cent tax to a five per-cent tax. We now collect between $500,000 and $600,000 annually. Updated legislation passed into law in June, 2011. Our legislation now falls in line with the N.C. Uniform Guidelines for occupancy tax legislation. Part of these guidelines mandate that the county commissioners appoint the TDA board. The TDA is branching out in important ways, and looks to the future with a positive outlook on both the growth of tourism in Rutherford County as well as the partnerships that make that growth happen.

2014 RUTHERFORD COUNTY TOURISM ANNUAL REPORT 3

Michelle Whitaker, Executive Director Whether it was for a news station, education system, public relations firm or the tourism industry, Michelle Whitaker has indulged her love of storytelling as a marketing and public relations professional for over 25 years. Currently, Michelle is the Executive Director of the Rutherford County Tourism Development Authority where she spearheads marketing, public relations, Wayfinding, visitor information and asset development initiatives for the seven-municipality area. With a visionary spirit that rebels against the ordinary, Michelle thrives in project leadership roles where predicting the future is the priority. In her role as Executive Director, she led the renovation of the county’s welcome center in Lake Lure that serves almost 50,000 visitors annually, and the creation of a Mobile Visitor Center that services events and venues across the county. She also implemented the county’s first Alliance Conference for tourism stakeholders, which is modeled after the N.C. Governor’s Conference on Tourism, and initiated the creation of the Rutherford County Tourism Asset Foundation, a non-profit organization dedicated to preserving and building Rutherford County tourism assets. Michelle has an undergraduate degree in English from Greensboro College and a Masters in Creative Writing from UNC-Wilmington. She decompresses from work by picking blackberries and tomatoes on her 10-acre farm in Shiloh, N.C. with her husband, three teenage daughters, two dogs and a three cats.

Social Media Links Find us on your favorite social media outlets! Visit www.RutherfordTourism.com for links.


The Welcome Center Staff

Connie Dalziel Jacklyn Gillespie

Julie Hartzog

The Bechtler House Staff

Karen Robinson

Rutherford County TDA Staff

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!! Rutherford!County!

Commissioners!William&Eckler&Greg&Lovelace&Eddie&Holland&Roger&Richard&Julius&Owens&

TDA!Sub!Committees!

Tourism!Asset!Foundation!

Representative!

RCTDA!Executive!Committee!

VIN!Information!

RCTDA!!Executive!Director!

&Michelle&Whitaker&

Administrative!and!Operations!personnel!

Connie&Dalziel&Jackie&Gillespie&Julie&Hartzog&

Karen&Robinson&!

VIN!Way!Finding!

Volunteers

Contracted!Professional!Service!

Providers!McConnell&Group&PR&DK&Communications&Teague&Engineering&

RCTDA!Board!Jeff&Bradley&Jamie&Harris&Dan&Hegeman&

Dawn&Hemmelgarn&Denise&Holland&

Ann&Washburn&Hutchins&Richard&Lundy&Lisa&Sullivan&Matt&Tackett&Ruffin&Tanner&

Eddie&Holland&(ExLOfficio)&Paula&Roach&(ExLOfficio)&

&&&&&

Organization Chart

Budget Breakdown Historically, the county collects between $500,000 and $600,000 in taxes and remits them to the TDA for the purpose of growing the tourism industry. To view the TDA’s annual budgets, visit www.RutherfordCountyNC.gov/tourismdevelopmentauthority.

About Rutherford County TDA


AND: • Reorganized and enhanced marketing team and initiatives

• Completed Rutherford County Master Wayfinding Plan

•  Created new Rutherford County Travel Guide

• Revised Rutherford County Tourism logo

• Held second annual Alliance Conference with 100+ attendees and featuring Keynote Speaker Susan Dosier of DK Communications and former food editor of “Southern Living Magazine” • Birthed the Rutherford County Tourism Asset Foundation out of a Bechtler Heritage Feasibility Study

NC Division of Tourism Media Mission at NASCAR Museum in Charlotte.


2013-14 Highlights & Happenings

Created the Visitor Instant Movie -- Available on our YouTube channel.

In July 2014, completed first year in the renovated Welcome Center in Lake Lure and

welcoming 47,046 number of visitors.

Hosted inaugural Cycle North Carolina “Mountain Ride” with 1,000+ cyclists.

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Units by City

Chimney Rock: 12 properties 4 Cabins

7 Hotel/Lodging/Inn 1 Campground

Lake Lure: 314 properties

31 Cabins/B&Bs 7 Hotel/Motel/Inn/Resort

277 Vacation Homes & Properties 9 Cottages 1 RV Park

Rutherfordton: 12 properties

1 B&B 5 Cabins

3 Motel/Inn 2 Campground

1 Vacation Rental Property

Spindale: 2 properties 1 Inn

1 Motel

Forest City: 8 properties 6 Motel/Inn 1 Bed & Barn

1 Campground

Bostic/Union Mills: 3 properties 1 Cabin Rental

2 Campgrounds

Rutherford County TEIM: Travel Economic Impact Model The scenic Blue Ridge Mountains and rolling foothills of Rutherford County with its bounty of outdoor adventures, classic downtowns and historic landmarks continue to attract visitors everyday and the statistics prove it. According to the 2013 TEIM report from the N.C. Division of Tourism, a U.S. Travel Association study that analyzes economic tourism impact from 2012, Rutherford County remains in the top 30% in economic impact of tourism out of North Carolina’s 100 counties. The Division's 2013 TEIM study further reported that: •  Domestic tourism in Rutherford County generated an economic impact of nearly $150.51 million in 2013, a

0.55% increase from 2012. •  More than 1,140 jobs in Rutherford County were directly attributable to travel and tourism; travel generated

$20.73 million payroll in 2013. •  State and local tax revenues from travel to Rutherford County amounted to $13.23 million. Find the full report online at: http://www.nccommerce.com/tourism/research/economic-impact/teim?udt_4665_param_page=3 Lodging Sales In FY 2013-14 totaled $1,456,789.00, an increase of 0.55 % over FY 2012-13, with all 12 months showing increases.

Target Markets: • Tryon, NC Equestrian Community • Greenville/Spartanburg, SC

• Charlotte, NC • Columbia, SC • Greensboro, NC • Atlanta, GA • Raleigh, NC • Charleston, SC • Cincinnati, OH

• Jacksonville/Orlando, FL 2014 RUTHERFORD COUNTY TOURISM ANNUAL REPORT

Research & Industry Snapshot

Total Room Count: 134 of tax collecting properties in Rutherford County (those with five or more units and excluding vacation rental properties) is 134 as of June 2013. The breakdown is as follows: 7 Bed & Breakfasts 100 Cabin/Campgrounds 19 Hotel/Motel 8 Resorts 8 Real Estate Companies with multiple properties

Restaurants: 115 Chimney Rock: 12 Lake Lure: 17 Rutherfordton: 20 Spindale: 14 Forest City: 47 Bostic: 5

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Visitor Profile Study This collaborative research program was designated by East Carolina University's Center for Sustainable Tourism to help rural North Carolina communities collect and analyze information about current visitor markets. Tourism sites and businesses within each participating county gain information for product development through the survey feedback. Because of a special discounted rate, Rutherford County TDA was able to participate in this exclusive and limited opportunity for half of the original cost. To collect visitor data, emails from visitors were collected at attractions, businesses and other sites within Rutherford County. Visitors were then emailed an online survey containing approximately 20 questions, and in turn were entered into a prize drawing. The TDA was then given all of the raw survey data to be used in future marketing efforts. The following slides are snapshots of the data collected:


Research, cont.

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Research, cont. Visitor Profile Study cont.


New Branding

SMALL TOWN FRIENDLY Rutherford County, NC has long been referred to as “small town friendly.” It is written upon the road signs that welcome people into Rutherford County. There are groups dedicated to this catch phrase. And it is a true reflection of who we are.!

In realizing the way this phrase unites us as a county, TDA has incorporated this saying into our new branding initiatives and revised our logo to be more comprehensive of Rutherford County, NC as a whole. We kept the “swooshes” as we adoringly call them as a reflection of the lovely combination of mountains, foothills and waterways that weave themselves through our area. In the beginning of this annual report, the new “small town friendly” intro is featured and we hope that it resonates with everyone in Rutherford County and reminds them of how special it is to live and work here. How to Use the TDA Logo Requests to use the TDA logo can be addressed to Michelle Yelton, McConnell Group PR at 828-407-0244 or via email at [email protected]. We invite you to find ways to incorporate the brand into your own marketing initiatives and we welcome ways to partner through brand recognition.

How New Logo Works With Other County

Brands:!


Re-Envisioned Marketing Team This year also marked the restructuring of our marketing team. It now consists of McConnell Group PR and DK Communications. After three years at the helm of the TDA’s public relations projects, McConnell Group PR is now managing and coordinating all TDA public relations and marketing efforts while with DK Communications leads the TDA’s public relations division. Both companies bring a wealth of experience and expertise to the table, and the new team is responsible for the debut of the Rutherford County Travel Guide, new TDA logo and improved website among other initiatives that will attract more visitors to Rutherford County thus stimulating our local economy. TDA PR & Marketing Team Bios: Michelle McConnell Yelton, Founder, McConnell Group Public Relations Originally a military brat from Jacksonville, N.C., Michelle McConnell Yelton has traveled across the U.S. producing events and promoting fun things to do since 2001. Her company caters to small businesses, non-profit organizations and individuals primarily in the tourism, lifestyle and non-profit industries. Prior to launching the McConnell Group in 2005, Michelle worked as a special projects manager for Harrison & Shriftman in Los Angeles where she produced and marketed numerous Hollywood events including book launch parties in Houston & Miami for Fête Accompli Workbook, The Ultimate Party Planning Guide and Serena Williams’ birthday party two years in a row. Before joining Harrison & Shriftman, Michelle produced alumni events for American University’s School of Communication in Washington, D.C., where she simultaneously received her master's degree in Public Communication. Here, Michelle helped execute two landmark events for the school including one at ABC’s Times Square Studios in New York with Charles Gibson and Greta Van Susteren, and the second at Los Angeles Center Studios featuring Barry Josephson (Executive Producer: Bones, Men In Black). In 2005, Michelle left Los Angeles and moved to Lake Lure, N.C. and never looked back after seeing its view. She lives with her husband, Michael, who owns and operates The Granddaddy Fly Fishing Experience, their two young sons and two cats. !

Public Relations & Marketing


Susan Dosier, Co-founder, DK Communications Group Susan Dosier’s “no jerks allowed” policy defines her business and keeps day-to-day decisions thoughtful, respectful and fun. She helps inspiring clients make better decisions and reach their business goals, often collaborating with teams built around specific client needs. DK Communications Group provides marketing solutions, content, and public relations for agricultural, tourism, food and film clients across the Southeast with a focus on food, film and tourism industries. She also speaks extensively, inviting listeners to build on their strengths and leverage today’s challenging media and marketing opportunities to meet their goals. Susan grew up in the mountains of North Carolina, and interned with Better Homes & Gardens before joining the food staff of Southern Living. At the magazine, she helped produce one of the largest recipe cook-offs in the country in addition to managing the foods staff and serving as Executive Editor. As a freelancer, she produced events for Cooking Light and AARP. As Public Relations Director of the agency LKM, she directed the North Carolina Tourism PR program and landed coverage for the emerging North Carolina wine industry in the Wall Street Journal, USA TODAY and the TODAY SHOW. Susan and husband/business partner Des Keller live in Charlotte with teenage daughters Lucy and Frances.

Public Relations & Marketing, cont.

Diane Jackson, Founder, Tribute Media Consulting, collaborating with DK Communications Diane Jackson is an award winning Independent Consultant who has been supporting globally recognized brands for marketing communications, public relations, digital communications and social media with positions on the client side (Palm Beach Polo & Country Club), a worldwide public relations firm (Vice President at Fleishman Hillard-Atlanta), an advertising agency (Austin Kelly Advertising) and a small business owner (Tribute Media Consulting since 2003).

With years of tourism/hospitality, lifestyle, manufacturing and technology experience, Diane has supported some of the biggest brands in the industry to provide national public relations, marketing, digital communications, advertising and social media presence. She has consulted with private and public companies including American Express, Atlanta Convention & Visitors Bureau, Georgia State Parks & Historic Sites, Lake Lanier Islands/KSL Resorts, Lodge Cast Iron Cookware, M&M/MARS, Palm Beach Polo & Country Club, Rutherford County Tourism & Development Authority, South Mobile Tourism Authority, Southeast Tourism Society, the University of Michigan, Viking Range Corporation and Visit Winston-Salem – just to name a few. Since 2005, Diane has been an active member of the Atlanta Press Club (serving as Co-Chairman for their annual fundraiser) and Public Relations Society of America. In 2010 Diane partnered with Realm Advertising and received two International Association of Business Communicators’ Golden Flame Awards for Social Media Campaigns: Atlanta International Soccer Fest 2010 - Integrated Marketing Campaigns Non-Profit (Gold) and Event Marketing (Silver). Diane attended the University of North Carolina at Greensboro.

PR & Marketing Team From L-R: Michelle McConnell Yelton,

Diane Jackson, Susan Dosier, Heather Meech


Public Relations The 2014-2015 public relations campaign will focus on the areas of: Outdoor Recreation, Family Fun, Seasons/Holidays, Events & other select topics Targeted media outlets include: Print, Online, Bloggers, Broadcast, Select national outlets International outreach via NC Division of Tourism Media tours will be held to invite journalists to the area to engage with our destination in person. The new travel guide will be used as a resource for content and pitches and also distributed to media for perusal both in person and online.

Marketing The new travel guide with its online counterpart and the TDA website will serve as the main components of our 2014-2015 marketing campaign. Marketing Campaigns – creating campaigns that resonate with our audience whether through advertising, social media, foot traffic at The Welcome Center and others. Social Media – Driving visitor traffic to Rutherford County by posting engaging and interesting content to our social media outlets like Facebook, Twitter, Pinterest and more. Website Analytics – tracking visitor traffic and activity and using that data to adjust and improve marketing initiatives to visitors. EverWondr Calendar – showcasing Rutherford County’s collection of great events through a state-wide calendar network resulting in more than 8.5 million impressions across 1,600 Everwondr partners like Rutherford County TDA.



Total Facebook

likes to date: !5,642!

Total Media !Impressions !

2013-14: !369,758,873!

Monthly Website Visitors: !2K -5K!

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Events The TDA actively promotes county events to visitors before they even step foot into Rutherford County. Once here, we still provide multiple ways for visitors to learn how to engage with our local community through the fun and exciting events held here. Businesses, organizations and individuals are invited to submit events to the TDA, but events must qualify as those that someone from outside of Rutherford County would be motivated and encouraged to attend. Some of the ways events are promoted include: Social media posts, TDA Website, Everwondr Calendar (www.ExperienceRutherford.com), Stakeholder e-Newsletters, Visit NC Event e-blasts, seasonal events release to regional media outlets. !



Tourism Stakeholder Opportunities • Travel Guide – The travel guide is a comprehensive magazine-style publication that features information on Rutherford County Tourism opportunities. All tourism stakeholders receive a listing in the travel guide that includes business name, address, telephone number, website address and brief company description. Our first test run consisted of printing 10,000 guides. • Website – similar to the travel guide, all tourism stakeholders receive a listing on the Rutherford County Tourism website www.RutherfordTourism.com. • Social Media – stakeholder updates, upcoming events and other fun information is shared on our social media pages like Facebook and Twitter. Submit your news and updates to [email protected] or call 828-407-0244. • EverWondr Event Calendar Listings – partner events that target a tourism audience can be featured on the TDA’s event calendar www.ExperienceRutherford.com. This calendar system is embedded in our website and connected to a regional network of upcoming events giving your special occasion significant exposure. Partners are encouraged to submit events for the calendar and share this website link on their own websites and social media pages.

• Internal Stakeholder e-Newsletter – TDA periodically sends out an e-newsletter to all of its stakeholders. Everyone is encouraged to sign up for the newsletter and stay updated on tourism industry and Rutherford County Tourism news and updates. A new section called “Stakeholder Announcements” is also being added to the e-newsletter where stakeholders may submit special requests or news that they want to share with other stakeholders. Space is limited for each e-newsletter edition and is first come, first served. • Welcome Center Open House Sponsorship – businesses are invited to sponsor Open House networking events at The Welcome Center to showcase their business. • Co-op Advertising – opportunities are sometimes available for co-op advertising with TDA. Space and opportunities are limited and confirmed on a first-come, first served basis. • Packages – tourism destinations are encouraged to work together to create packages that can be promoted to our audiences in a multitude of ways. Packages are very popular among visitors and media, can be featured on the TDA website and social media pages, and give added exposure to your business. For more information on these opportunities, please contact Michelle Yelton at 828-407-0244 or [email protected].

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Visitor Information (VIN-Info) Services The Welcome Center July 2013 marked the grand opening of our renovated Welcome Center in Lake Lure, which serves as a key destination for visitors to collect information about the many things they can see and do and places they can stay in Rutherford County and the surrounding area. Traffic at The Welcome Center has doubled since the reopening and provides our staff with first-hand knowledge of what our visitors want out of their time with us. Mobile Visitor Center The Mobile Visitor Center is making appearances at festivals allowing attendees to collect information on additional experiences in the county. If you are interested in having the Mobile Visitor Center at your next event, please contact Connie Dalziel at 828-287-1220 or via email at [email protected]. VIN Info Stands In addition, visitor information stands are being prepped for installation throughout the county in 2014-15.

!!!


Visitor Information (VIN-Info) Services, cont.

Rutherford County Travel Guide Labor Day Weekend this year marked the debut of the Rutherford County Travel Guide, a key resource for visitor information. This 53-page guide provides a comprehensive and engaging look at our tourism assets across the county giving visitors numerous reasons to stay, play and return to Rutherford County. The guide is also a major marketing tool. The Travel Guide is also available ONLINE saving visitors and stakeholders time and resources. Visit www.RutherfordTourism.com to browse the digital version with live, clickable links. Rutherford County Tourism Website The enhanced Rutherford County Tourism Website provides quick and easy access to visitor information including a complete digital version of the Rutherford County Travel Guide with live links throughout. ! Businesses are encouraged to include a link to both the Travel Guide and TDA website on their own websites.

!


Visitor Information (VIN-Info) Services, cont.

Customer Service Training Customer service training continues to be a critical component of smooth operation of The Welcome Center. Schoox University Customer Service Training is a required for all TDA staff and volunteers. This online software allows businesses and organizations to create and implement training curriculum for its staff with user-generated videos, lessons and quizzes. TDA has generated training courses specific to the tourism industry and also incorporated other area training programs into its curriculum, like the “Heart of Hospitality” course provided by the Chamber of Hickory Nut Gorge. Business owners are encouraged to review and assign the training program to their employees so they can learn more about tourism in Rutherford County without having to pay for their employees to attend training seminars away from the office.

!FAM Tours A couple times each year, the TDA hosts FAM, or familiarization, tours to show staff and volunteers many of the destinations around Rutherford County. By giving staff and volunteers a way to experience the county the way a visitor would, it gives our team a stronger, first-hand awareness of all the things we have to offer. TDA held two cross-county FAM tours in the Spring of 2014 to compliment the launch of our volunteer program.


Wayfinding The Rutherford County Tourism Development Authority (RCTDA) Visitor Information Network (VIN) Wayfinding Committee undertook a Wayfinding Master Plan in the fall of 2013 in order to develop a system that creates a more visitor-friendly environment and promotes the county’s tourism-related attractions. The plan was developed between November 2013 and July 2014, and includes recommendations for the installation of wayfinding signs, possible enhancements for tourism-related destinations, and opportunities to increase collaborations between the RCTDA and communities and organizations of Rutherford County. The project was directed by the RCTDA’s VIN Wayfinding Committee and its members. The VIN Wayfinding Committee has been working, since its inception, to improve visitor-oriented signage for Rutherford County and communities and destinations in Rutherford County. Through its work, dozens of signs have been installed along highways and major roads in and around Rutherford County that direct drivers to destinations in Rutherford County. The Wayfinding Master Plan is an extension of the VIN Committee’s efforts.

Wayfinding is about building connections. It can help connect visitors to their destinations, communities to other parts of the county, and community leaders to each other. The Rutherford County Wayfinding Master Plan will help to build these connections through several recommendations: •  Wayfinding Signs - a system of signs that reflects the RCTDA’s

brand and directs visitors to destination •  Opportunities for Collaboration - grants to be distributed by the

RCTDA to encourage local wayfinding efforts and install signs •  Destination Enhancements- destinations that need upgrades in

order to be in compliance with NCDOT requirements for wayfinding signs.

These recommendations will enable Rutherford County to build a successful community-driven wayfinding system to enhance the visitor-experience.


Mark Teague, Founder of JM Teague Engineering

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Stakeholder Customer Service TDA e-Newsletter The TDA distributes a monthly/bi-monthly e-newsletter to its stakeholders to keep businesses informed about the tourism industry in Rutherford County. This tool provides information on upcoming events, media coverage of the county, policy changes and other pertinent updates about Rutherford County’s tourism industry. People can sign up for the e-newsletter by emailing Michelle Yelton at [email protected].

Alliance Conference The TDA held its second annual Alliance Conference in November 2013 attracting more than 100 representatives from our area’s tourism industry. Held at The Foundation Performing Arts Center, our Keynote Speaker Susan Dosier of DK Communications provided intriguing tips to enhance business marketing efforts. (DK Communications has since joined McConnell Group PR as our official TDA public relations and marketing team.) Attendees were also treated to a virtual tour of Rutherford County through the eyes of several visitors including The Celtic Tenors from Ireland. The annual TDA Alliance Conference continues to be a great resource for tourism business owners and employees looking to learn more about the status of Rutherford County’s tourism industry. The Alliance Conference also provides tips and tools to better market your business to tourists and to understand the latest trends in tourism marketing.


Due to the recent release of several new TDA projects, coupled with the grand opening of the Tryon International Equestrian Center this October, the TDA Game Changer event is being held earlier - and in lieu of the annual Alliance Conference - so that area businesses can be informed about these updates as soon as possible. Look for the next Alliance Conference to take place in November 2015.

Welcome Center Open House Events To celebrate and familiarize the business community, volunteers and staff with the renovated Welcome Center, several events were held. The grand opening of The Welcome Center took place in July 2013 kicking off series of events. In the spring of 2014, two open house events were held to interact with the tourism business community and to also invite prospective Welcome Center volunteers. The event season concluded with a Chamber of Hickory Nut Gorge ReCharge event at The Welcome Center that was highlighted by a fun photo contest using movie props and the iconic cardboard cutout of Baby and Johnny from “Dirty Dancing.”

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Asset Development For asset development, the TDA continues to work with the Rutherford County Tourism Asset Foundation (TAF) as they raise funds to develop tourism assets within the county. The TAF is a 501c3 nonprofit organization whose mission is to develop permanent and tangible tourism assets across Rutherford County in the areas of history and heritage, outdoors, agritourism and local culture. The TAF is currently fundraising for the purchase of The Bechtler House, home to the man who minted America’s first one-dollar gold coin in Rutherfordton. The TAF also contributed $1,000 in 2014 toward a trail development component of the Rutherford County Master Wayfinding Plan. The TDA’s main office is located at The Bechtler House. Learn more about TAF at www.VisitNCGold.com.


Strategic Partners Rutherford County TDA works with a variety of partners to ensure that our area’s tourism assets are well represented. These valued partners include: County Partners Tourism Stakeholders Tourism stakeholders are the businesses within Rutherford County who offer services to visitors. From lodging and dining to attractions and shopping, Rutherford County has a multitude of businesses catering to the tourism industry. Rutherford County The government of Rutherford County and its commissioners seek to set the budget for successful county operations and appoint a diverse group of citizens for representation on county boards. The list of county commissioners is as follows: William Eckler, Chairman Greg Lovelace, Commissioner Julius Owens, Commissioner Eddie Holland, Vice Chairman Roger Richard, Commissioner 21


County Partners cont. The board of commissioners elects the Economic Development Commission, whose ten members serve to reduce unemployment, stimulate the economy, develop trade and commerce, and generally promote business and industry throughout Rutherford County: The board of commissioners also elects the county manager, Carl Classen, who supervises and coordinates the activities of County Departments and submits the annual budget, among other duties. Learn more at: www.RutherfordCountyNC.gov.

Ms. Margaret Helton Mr. Bob Keith ! !

Mr. Keith Melton Mr. Toby Maxwell

!

Mr. Mike Gavin Mr. Terry Hines

Mr. Omer Causey Mr. Tom Helton !

Mr. Richard Cotarelo Ms. Sally Lesher!

Strategic Partners, cont.

Rutherford County Chamber of Commerce Our mission is to “Help create and maintain a healthy business environment which will enhance prosperity and improve the quality of life in Rutherford County.” Our core values of Diversity, Integrity, Visionary, Innovation and Teamwork create a remarkable county and we want you to discover the many opportunities we have to offer. www.RutherfordCOC.org The Chamber of Hickory Nut Gorge Renewed. Reinvigorated. Resurgent. Today and into the future, the new Chamber of Hickory Nut Gorge is re-energized about the opportunity to bring innovation and progress to our community. The Board of Directors, bolstered with strong community leaders, is embarking upon an exciting new direction involving a considerably more diverse range of initiatives. The Chamber of Hickory Nut Gorge goes beyond networking to offer its members valuable resources and support. Working on behalf of its members, the Chamber strives to promote an atmosphere that encourages visitation, growth for business, and a strong sense of community. www.HickoryNutChamber.org

Rutherford County Tourism Asset Foundation (TAF) The TAF is a non-profit organization with a mission to develop permanent and tangible tourism assets as they relate to history, heritage, agritourism, outdoor recreation and local culture in Rutherford County, NC. The TAF helps to create economic opportunities for people of Rutherford County through tourism development and serves the tourism industry by providing financial and staff support for valuable projects that cannot otherwise be implemented due to a simple lack of those resources. www.VisitNCGold.com

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WNC Partners Blue Ridge National Heritage Area: The mission of the Blue Ridge National Heritage Area Partnership is to protect, preserve, interpret, and develop the unique natural, historical, and cultural resources of Western North Carolina for the benefit of present and future generations, and in so doing to sustain our heritage and stimulate improved economic opportunity in our region. The Blue Ridge National Heritage Area was designated by Congress and the President in November, 2003 in recognition of the unique character, culture, and natural beauty of the Blue Ridge Mountains and foothills in Western North Carolina. The Blue Ridge National Heritage Area has great significance, not only to historical North Carolina, but also to the history of our nation. www.blueridgeheritage.com Blue Ridge Mountain Host: Your Blue Ridge Mountain Getaway. Whether you are planning an outdoor adventure, a weekend shopping excursion, or a visit to an attraction, museum or festival, there are choices for all needs and budgets with the accommodations, activities and attractions, shops and restaurants available on our website. Feel free to explore and create your perfect getaway using our online resources and travel guides. www.ncblueridge.com

State Partners NC Division of Tourism (Now known NC Tourism Department of Commerce): The North Carolina Division of Tourism, Film, and Sports Development works to develop and promote North Carolina as a primary travel destination. Key focus areas include consumer advertising and promotions, public relations strategies designed to garner positive media attention about travel opportunities within the state, promotion of group travel, and recruitment of sporting events into the state. In addition, the division provides technical assistance to communities who embrace tourism as an economic development strategy and seek to develop and promote tourism assets. To this end, the Division helps to foster collaboration with other partners and allies in effort to attract visitors and their dollars into these areas. The tourism section of the Division develops and executes a comprehensive state-wide marketing and promotional program that is designed to bolster travel to and within the state. It works closely with tourism destination marketing organizations, private businesses-- including hotels, restaurants, and attractions, non-profits, other state agencies, and a multitude of allies across the state to collaborate, plan, and leverage resources in order to accomplish this goal. www.nccommerce.com


Strategic Partners, cont. Isothermal Community College - Hospitality Training Program The American Hotel & Lodging Educational Institute training program and Pathways to Equine Careers are starting this fall at the ICC’s Polk County Campus. Students will explore a variety of career opportunities associated with the equine industry. Participants will be provided guidance and resources in creating a pathway to meet the industry employment requirements of their chosen career in the equine industry. Pathways to the hospitality industry-Students will explore multiple career opportunities in the growing industry of hospitality and learn through personal assessment activities where they would be best suited. In addition, students will be provided guidance and resources in creating their own pathway to meet industry employment requirements in their pursuit of a career in hospitality. Hospitality certification courses-Isothermal Community College in partnership with the American Hotel and Lodging Institute will be offering certificate courses in hospitality including Guest Service Gold Certification. www.Isothermal.edu

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North Carolina Restaurant and Lodging Association (NCRLA): The North Carolina Restaurant and Lodging Association works to protect and promote N.C.'s $18.8 billion restaurant and lodging industry. The purpose and mission of NCRLA is to protect, promote, inform and improve the restaurant and lodging industries in North Carolina. The N.C. Restaurant & Lodging Association provides ultimate access to the resources and the support restaurant and lodging professionals need to lead thriving businesses, while serving as conscientious, contributing members of an unparalleled industry. And we’re constantly working to improve the restaurant and lodging industries while cultivating the next generation of leaders, ensuring the future of our vital industry. N.C. Travel and Tourism Coalition Board: The North Carolina Travel and Tourism Coalition is a nonprofit trade association composed of associations, businesses, industries, resorts, attractions, convention and visitor bureaus and other organizations throughout North Carolina, all working together to promote public policies that encourage the growth and development of North Carolina's travel, tourism and hospitality industry. The Coalition, formed in 1991, works to maintain a healthy environment in North Carolina for the continued growth and development of the travel and tourism industry, which is important to the economy of every county in our state. www.ncttc.com U.S./Regional Partners Southeastern Tourism Society: The Southeastern Tourism Society is a nonprofit organization formed in 1983 with the mission of improving the economy of the southeastern region of the U.S. by sharing resources, fostering cooperation, and promoting tourism. With 800 members across 13 states, the society exists to unite all segments of the Travel and Tourism Industry. Its primary areas of interest are professional development, networking, advocacy and recognition programs. www.southeasttourism.org


Strategic Partners, cont.

Meetings and Conventions N.C. Governor’s Conference on Tourism Every year, the TDA director and PR/marketing team attend the annual N.C. Governor’s Conference on Tourism. The annual N.C. Governor's Conference on Tourism is the state's premier travel industry event, bringing together 500 leaders from all over the state to catch up on the latest trends and issues facing the travel industry. Participants come from throughout the state's:

•Resorts •Attractions •Destination Marketing Organizations (DMOs) •Hotels/Motels •Vacation Rental Companies •Restaurants *Retail outlets

The 2015 N.C. Governor's Conference on Tourism will be held March 8-10 at Pinehurst Resort in Pinehurst.

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Industry Calendar

Upcoming 2014-2015 TDA Board Meeting Dates: All TDA board meetings are held at noon on the following dates. Locations for each meeting can be round online at www.RutherfordCountyNC.gov.

September 25th, 2014 November 13th, 2014 December 11th, 2014 January 22nd, 2015 March 12th, 2015 April 23rd, 2015,

May 21st, 2015 June 18th, 2015 The Chamber of Hickory Nut Gorge: Chamber Annual Meeting will be October 9th, 6pm-9pm. Chamber Board Meetings: Held on the 2nd Monday of every month in the Chamber office in the Arcade Building on Memorial Highway in Lake Lure. Chamber “ReCharge” Networking Meetings- are held on the 3rd Tuesday of every month from 5:30-7:30 pm. • October 21, 2014 @ Lake Lure Tours • November 18, 2014 @ Larkin’s on the Lake • NO RECHARGE IN DECEMBER Annual Chamber Christmas Auction- December 8, 2014 (location to be announced) !!

!Rutherford County Chamber of Commerce: Chamber board meetings: Held 3rd Thursday of every month at noon located at the chamber office in Rutherfordton, NC. • Annual Dinner: July 2015 • Annual meeting: August 2015 N.C. Division of Tourism, Sports & Film: October 2, 2014: Mid Year Marketing Update Doubletree Biltmore Hotel, Asheville October 8-10, 2014: N.C. Tourism Leadership Conference Marriott Twin City Quarter, Winston Salam March 8-10, 2015: N.C. Governor’s Conference on Tourism Pinehurst Resort, Pinehurst

! 2014 RUTHERFORD COUNTY TOURISM ANNUAL REPORT 25

What’s Coming?

Equestrian Initiatives We expect to see equestrian activity increase significantly in the 2014-15 fiscal year. For detailed research on the potential economic impact of the Tryon International Equestrian Center and other equine activities, please see a copy of the research study done on this topic by Magellan Strategy Group or request a copy by calling the TDA at 828-287-6013. TDA Partner Travel Guide Co-ops Because the TDA can only supply stakeholders and partners with a limited number of travel guides, we are offering a few ways for businesses to acquire additional quantities of travel guides and personalize them for their business at half the cost. For details, contact Heather Meech at [email protected] or 828-407-0244. Enhanced Website Features While we have a multi-use and very user-friendly website, we are adding new trackable, analytical features that will enhance the way in which we track web visitors allowing us to collect user data. Also, our travel guide content will be available for the first time in a digital format online and its content will be repurposed and spread throughout the website to create a unified branding presence between these two outlets and others to come. Plus, we are improving search engine optimization and search engine marketing. All of these new and updated features will help us track who is visiting what businesses and destinations in the county and provide solid data back to our stakeholders as to how TDA marketing efforts are impacting your business. Wayfinding While TDA had a five-year plan for implementing the county’s new master wayfinding plan, the arrival of the Tryon International Equestrian Center and other avenues bringing people into Rutherford County require us to speed up the process in hopes of completing it within the next 18 months. Losing visitor traffic through poor signage means losing revenue to our county’s businesses, so we are making it a priority to implement this plan as soon as possible. More signage is coming to help both residents and visitors. Wayfinding is more than a visitor need; it is a need as residents travel all over the county and interact with each other’s businesses. Create a better flow of traffic and resources within the county also improves the county’s overall economic health. Look for new signs to show up in the coming year.


rutherford county tourism development authority...tourism development authority! dear rutherford...

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