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Southern and Eastern Kentucky Tourism Development Association

Southern and Eastern Kentucky Tourism Development Association . September 2005. HISTORY.

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Southern and Eastern Kentucky Tourism Development Association

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  1. Southern and Eastern Kentucky Tourism Development Association September 2005

  2. HISTORY Southern and Eastern Kentucky Tourism Development Association (SEKTDA) is a nonprofit organization created in 1987 to promote, expand, develop and market the existing and potential tourism industry throughout Southern and Eastern Kentucky. SEKTDA’s mission is to contribute to the economic and cultural growth of the region.

  3. COMPANY’S COMING DuringSeptember of 2000, Congressman Hal Rogers, 5th Congressional District, formed a partnership with Kentucky’s then Secretary of Tourism. Together, they unveiled the “Company’s Coming” Tourism Development Initiative for a then 40-county region, now 46 counties, of Southern and Eastern Kentucky. Company’s Coming outlines seven distinct programs that are designed to utilize tourism promotion and development as the catalyst to bolster local economies.

  4. COMPANY’S COMING SEKTDA has worked since 2001 to implement the seven (7) major objectives of the Company’s Coming Initiative. The objectives are as follows: • Create a national marketing program focusing on the themes of • history, culture and outdoor recreation • Develop and market niche products • Develop and utilize Corridor Teams to work on product • development and facility improvements • Increase regional tourism staffing • Seek national designations • Support projects of regional importance • Sponsor financial, technical and continuing education assistance

  5. PROGRAMS • MEDIA MARKETING CAMPAIGN • 22 press tours, 4 more press tours are scheduled for 2005 • Articles: 701 • Circulation: 224+ million • Ad equivalency: Over $11 million • ROI: 593%

  6. PROGRAMS Develop and market niche product • History, culture and outdoor recreation are identified as the most prominent themes for Southern and Eastern Kentucky. Develop Corridor Teams • Established nine Corridor Teams in the 46-county region – these teams consist of representatives from counties, cities, tourism organizations, historical societies and local businesses • Community Development Fund to assist corridors with projects • Total projects: 254 • Total dollars allocated for projects: $1.8 million • Total Volunteer Hours: 39,342

  7. Projects of Regional Importance High-Definition film – “Daniel Boone and The Westward Movement” Cumberland Gap National Historic Park Influence of music on the region ‘The Rhythm of My Soul” Regional Promotional Videos Leadership Program with curriculum and video Driving Trails Media Kits Suggested itineraries Beautification Scholarship program Regional Visitor’s Guide Photo Library Media Marketing and Broadcast Campaign Customer Service Training Festival Development Seeking National Heritage Area Designation PROGRAMS

  8. PROGRAMS • EDUCATIONAL RESOURCES • • Tourism 101 Manual – 2,500 manuals/2,500 CD’s printed • • Tourism Regional Visitor Guide – 280,000 printed • Workshops/Seminars - Number of Workshops: 49 • - Total Volunteer Hours: 35,783 • INDUSTRY SITE • • Industry: www.tourseky.net • Total visits to date: 439,921 • • Photo Library: 17,500 images are available • Images requested: 407

  9. PROGRAMS HOSPITALITY/SHINING STAR • Trained: 3,848 frontline workers, 120 trainers • Training equivalence: $1,448,040.88 • Total Volunteer hours: 8,416 MOTORCOACH • Hosted Motorcoach Workshops • Total Volunteer Hours: 3155 • Marketplaces Attended: 6, resulting in 165 meetings and 475 requests for info fulfilled • Sales blitz in Washington DC • Motorcoaches reported in region: 1,022

  10. PROGRAMS • NATIONAL SCENIC BYWAYS • • Three Designations received June 2002: • Wilderness Road, 93.8 miles • Red River Gorge, 46 miles • Country Music Highway, 144 miles • • Total Volunteer hours: 12,050 • • Festival development – Footsteps Along the Wilderness Road • September 16-October 16, 2005 • Redbud trail developed with over 70,000 redbud seedlings • distributed • Scenic Byway brochure produced and distributed • Wayside Interpretive Exhibits are being constructed • National Scenic Byways Signs up on all three byways

  11. PROGRAMS 511 TOURISM INFORMATION CALL CENTER In 2002, money was appropriated to add a premium service to Kentucky’s existing 511 system for traffic and travel. SEKTDA agreed to develop and manage the new 511 Tourism Information Call Center and website. GOAL: Using 511 will become an automatic reflex for the traveling public, residents and businesses and funds will be adequate to ensure the continuation of the 511 program.

  12. PROGRAMS 511 TOURISM INFORMATION CALL CENTER Getting Started: Ensure quality and accuracy of information • Data collection from 46 counties, categorized using SEKTDA’s niches of History, Culture and Outdoor Recreation • Verification of information using tourist commissions, chambers of commerce and staff to review and identify errors and omissions • Data entry into database, organized by corridor, county and category • Contract with photographer to provide pictures of attractions for website pages

  13. PROGRAMS 511 TOURISM INFORMATION CALL CENTER Program Implementation: Define system requirements and select supplier • Contract with Senture to set-up and maintain the call center and website • Dedicate SEKTDA and Senture staff to facilitate coordination and progress • Integrate the 511 database with website • Ongoing communication between SEKTDA and Senture to ensure understanding of category criteria, website requirements, training needs and call center operating procedures

  14. PROGRAMS 511 TOURISM INFORMATION CALL CENTER Call Center Staff Training: Establish a comprehensive training program for operators • Train and test on corridor/county locations and attractions using a variety of educational methods • Deliver a training segment on map-reading • Demonstrate use of equipment • Provide hands-on data retrieval training • Implement a fam-tour program for call operators to travel throughout the region and visit attractions • Require SEKTDA Shining STAR Hospitality training • Provide a procedure manual at each operator work station, along with other quick references • Make test calls prior to activating the call center

  15. PROGRAMS 511 TOURISM INFORMATION CALL CENTER 511 Program Launch: • Congressman Hal Rogers of Kentucky’s 5th District made the first call to the 511 Tourism Information Call Center at SEKTDA’s Annual Caucus December 8, 2003 • Existing 511 signs throughout the region were changed to include “tourism” • TV and radio commercials aired to create public awareness of the new service • Rack card/511 brochure distribution service contracted • All calls were monitored by SEKTDA 511 Coordinator and call monitoring report –submitted verbally to Senture weekly followed by written report • Senture training program was enhanced to address issues identified in call monitoring • Call Center hours were extended from 6am-11pm to 6am-Midnight due to call volume

  16. 511 TOURISM INFORMATION CALL CENTER Current operations & program statistics SEKTDA review of all data entry Follow-up with properties for updated information Call monitoring by SEKTDA Enhancement of website Promotion of the 511 program Total calls to date: 29,730 Total website visits to date: 275,133 Most requested entity: State Parks PROGRAMS

  17. PROGRAMS 511 TOURISM INFORMATION CALL CENTER Public Awareness: • Advertisng • Television • Radio • Kentucky Travel Time talk radio • Newspaper inserts • Kentucky Living magazine • Back Home in Kentucky magazine • AAA Home & Away • Going on Faith publication • TripSouth Travel Guide • Kentucky Travel Guide • Kentucky Getaway Guide • ATV/OVH trail maps • County maps

  18. PROGRAMS 511 TOURISM INFORMATION CALL CENTER Other Public Awareness Items: • Rack card/511 brochure distribution service • Banners displayed in 30 locations • 511 Highway roadside signs throughout the region • 511 stickers on SEKTDA items • Theatre program inserts • Posters for display for businesses, tourist commissions, chambers of commerce • Regional Guide fulfillment piece • Billboards on major highways in the 46-county region

  19. 2005 Total Calls Received

  20. % Increase in Calls from 2004 to 2005

  21. 2005 Total Website Visits

  22. Top 5 Marketing Sources YTD

  23. Top 5 YTD Information Requests

  24. Thank You

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