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Tourism Matters

Tourism Matters. Presented to Woodland noon Rotary Alan Humason Executive Director Yolo County Visitors Bureau August 22 , 2012. The travel industry’s role in the American economy is profound.

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Tourism Matters

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  1. Tourism Matters Presented to Woodland noon Rotary Alan Humason Executive Director Yolo County Visitors Bureau August 22, 2012

  2. The travel industry’s role in the American economy is profound. In 2010, domestic and international travelers logged 2 billion trips to destinations in all 50 states and Washington, D.C., spending $759 billion on goods and services at local businesses. Nationally, travel supports nearly 7.5 million jobs, generating nearly $190 billion in wages and nearly $120 billion in government tax revenues. … Can you say “Huge?”

  3. The Power of Travel

  4. California State Travel Statistics 2011 Travel related spending = $102.6 billion (+7.6% vs. 2010) Employment generated = 893,000 jobs (+1.5%) Local tax revenue gains = $2.3 billion (+10.1%) Foreign travelers bring = $19.1 billion (20% of all) Source: Visit California

  5. In Yolo County, Travel Adds Up $269 million total travel spending in county 3,200 job supported $3.9 million in local tax receipts → Source: Visit California, “California Travel Impacts by County”

  6. Woodland Hotel Economic Activity Total sales Q3 2011 = $2.425 million Total sales 1 year (est.) = $9.7 million With 10% TOT = nearly $1 million in local tax receipts to City of Woodland Source: City of Woodland Additional Impacts: 1 room night has a $500 to $900 impact – dining, shopping, all forms of entertainment, other services supplied

  7. Other Considerations for Woodland • “Travel is especially important in the non-metropolitan areas of the state, where manufacturing and traded services are less prevalent.” • Important for economic vitality • Important for travelers looking for beyond-gateway destinations • Important for increasing penetration of foreign market – both groups and individuals: • 6 out of 10 travel in California from outside the state • Reaching beyond our borders is a strategic must

  8. Other Considerations for Woodland “… a relatively large share of the goods and services provided by travel businesses are taxable (e.g., rooms, car rentals, food services).” Hotels, restaurants, museums, historic downtown, shopping, festivals and events, theater productions, sporting events, meeting venues . . . Woodland has much to offer to visitors from near and far!

  9. The Yolo County Visitors Bureau The YCVB markets the cities of Woodland, Davis, and Winters, and the surrounding unincorporated areas of Yolo County, as prime tourist destinations for events and activities, dining and food-related pursuits, entertainment, meetings, recreation, and overnight stays.

  10. The Yolo County Visitors Bureau Our Mission To enrich the lives of our citizens by stimulating the economic activity of Woodland, Davis, Winters and unincorporated Yolo County businesses and organizations; To promote cultural, athletic, and educational events and programs that build upon the strengths of our region and the quality of our community life; To enhance each visitor’s experience by facilitating the integration of the community and regional resources and assets.

  11. The Yolo County Visitors Bureau • The YCVB is the county’s official Destination Management Organization (DMO) and works closely with numerous other civic, private, and non-profit agencies to achieve its goals. • The YCVB provides a full range of information services to tourists and meeting/event planners via: • website (www.yolocvb.org) • aggressive public relations • Social Media: Facebook, Twitter, Pinterest • maps, brochures, and publications • mobile app on iPhone and Android platforms • Coordinated sales/marketing effort led by YCVB Director of Sales • partnerships and collaborations with other agencies

  12. So, what all does a DMO really do? Information brokers Lead generators Event planners Media experts Advertising agencies Brand champions Social media pros Partnership makers Relocation experts Fundraisers Complaint departments

  13. (a sample of) Who We Work With (Civic) The Cities of Woodland, Davis, and Winters Chambers of Commerce for Woodland, Davis, and Winters and Downtown Associations Capay Valley Vision Yolo County Economic Development office

  14. Who We Work With (Community) Woodland cultural assets: Heidrick Ag History Center, Stroll Through History, Yolo Arts, etc. UC Davis / Conference & Events Services Roots to Wine / Clarksburg Wine Association Hotels & Inns across the county

  15. Who We Work With (Industry) Visit California Central Valley Tourism Association San Francisco Travel Brand USA Western Association of Convention and Visitor Bureaus

  16. Who We Work With (Professional) California Society of Association Executives Meeting Planners International Society of Government Meeting Professionals Alliance of Military Reunions

  17. www.yolocvb.org Website redesigned in September 2011 Developed to include Woodland-specific content Updated frequently Home page events spotlight: always include at least one Woodland event at all times New: JackRabbit hotel booking engine New: Search Engine Marketing campaign – Google Ads New: Yolo County introductory video with Woodland scenes included … so let’s take a look around

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