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Let’s Talk!

Let’s Talk!. November 4, 2008. Presenters: Chris Barrett PA Dutch CVB Lenwood Sloan Department of Community & Economic Development -10 Minute Break- Kelty Christman Alliance Abroad. What are we doing now?. Watching the market closely Adding an interactive campaign for the 4 th quarter

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Let’s Talk!

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  1. Let’s Talk! November 4, 2008

  2. Presenters: Chris Barrett PA Dutch CVB Lenwood Sloan Department of Community & Economic Development -10 Minute Break- Kelty Christman Alliance Abroad

  3. What are we doing now? • Watching the market closely • Adding an interactive campaign for the 4th • quarter • Asking all of you to provide products for • that campaign • Planning for 2009

  4. The Market • Destinations are now feeling a greater • pinch and have seen large declines in • occupancy in September and predict the • same for October • What are the spending patterns • All market segments seem to be now be • affected

  5. The Market • Expect a slower 4th quarter • Continue to evolve the marketing strategy • for 2009 based upon more information • gathering • We would expect greater deterioration in • the corporate market segment vs. leisure

  6. Where do we go from here? • Formulating 2009 budget concentrating on • preserving electronic media spending • Continue to use WAKE UP (3rd year of the • campaign) message for existing TV spots • as well as new testimonial radio

  7. Where do we go from here? • Continue to position value/closeness of the • destination and the unique experience in • the marketing message by the use of • testimonial radio and all other tools • Accelerate the use of social media vehicles • Rollout of the new strategic plan and vision • for our CVB in December 2008 • Integration of the Reservation Center and • new Visitors Center into future operations

  8. Where do we go from here? • Dutch County Roads region received a • $400,000 grant for the 2008-2009 FY. • Partnering more closely with the region in • an effort to extend stay

  9. Web Traffic Derived by Media, July 13 – November 2, 2008

  10. PADutchCountry.com TrafficJuly 13 – November 2, 2008

  11. TOTAL HOTEL TAX REVENUE RECEIVED 2007 vs 2008

  12. TOTAL HOTEL TAX REVENUE RECEIVED 2007 vs 2008

  13. Smith Travel Report – STR-Occupancy • Occupancy 2004: 54.3% • Occupancy 2005: 56.7% • Occupancy 2006: 54.3% • Occupancy 2007: 56.4% • Occupancy 2008: 55.4% (as of September)

  14. Smith Travel Report – STR- ADR • ADR 2004: $78.75 (1.7%) • ADR 2005: $81.05 (2.9%) • ADR 2006: $84.78 (4.6%) • ADR 2007: $90.02 (4.5%) • ADR UP 14.31% over the period • ADR 2008: $92.37 (4.3%)

  15. State of PA – STR Report • Occupancy Down 1.5% • ADR Up 2.8% • Philadelphia Down 5.8% in occupancy. • PA Wilds UP 7.7% in occupancy. • Pocono Mountains region only region down • in ADR

  16. Asking All of You to Provide Offers • Deals and discounts are highlighted in both • electronic media as well as our website • We did receive additional offers but we • could use more to break through all of the • clutter • Additional value offers makes our site more • relevant to the guest

  17. More Comprehensive Media Campaigns • Reacting to the market changes quickly: • “Staycations” may be here to stay in 2009! • Different creative running in different • markets: More strategic thought-testimonial • radio • Radio, TV and web are more coordinated • MOGG getting to the guest quicker • Reacting with Web changes as quickly as • possible

  18. Where do we go from here? • Continue to invest our time energy and • imagination on adjusting strategy • Acute focus – What do we do best? • Forget the competition temporarily and • scout opportunities to cooperate • Seek out marketing combinations that • work • Put us in control of the market and not let • the market control us-more direct sales

  19. Where do we go from here? • Stretch dollars – Preserve electronic media • Aggressive work with regional partners • thorough DCR • Gaining access to co-op funds • Free Research – online visitor surveys and • visitor intercept surveys – Dashboard • (Items for surveys) • We are the advertising agency • Concentrate upon driving groups

  20. Convention Center Update • We’ve committed to purchasing Passkey • Meetings have been taking place to identify parking and transportation needs and what our role will be as a CVB • Construction is progressing and the building is almost completely enclosed

  21. Booking Recap

  22. Booking Pace

  23. Lenwood Sloan Department of Community & Economic Development

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