PA Dutch CVB Member Briefing

1. PA Dutch CVB Member Briefing July 10, 2009 Presentation powered by:

2. Agenda Aaron Wingert, Smilebuilderz Lenwood Sloan, DCED Janet Wall, PA Dutch CVB Chris Barrett, PA Dutch CVB

3. Strategic Plan Report

4. Strategic Priority: City Tourism Products

5. Success Indicator • The city will be featured notably on the PA Dutch CVB website and in its e-marketing initiatives. • Downtown Lancaster-focused TravelGuide • Increase in number of downtown events highlighted • Facebook page created specifically for Downtown Lancaster • Downtown videos added to our YouTube page • Downtown-focused additions to PaDutchCountryBlog.com      

9. Examples of Facebook messages on the Lancaster, PA page Note the number of thumbs up beneath it

10. …and the number of comments.

12. Our Downtown YouTube Videos • City Commercial 196 views • Living Light Gallery 150 views • Lancaster Wine & Cheese Tour* 195 views • PA Academy of Music 96 views • Lancaster Brewing Company 195 views • Arts & Culture in Lancaster Co.* 141 views • Holidays at Central Market272 views Total Views: 1,245* includes significant downtown footage

13. Blogs Specific to Downtown Lancaster • Prince Street Café • Central Market • Amtrak • First Fridays • Gibraltar • Fulton Theatre • Race Against Racism • Ribbon Cutting at the LCCC • Total Pageviews: 16,915

15. Examples of Tweets Specific to Downtown Lancaster • Community piece of artwork being made by • Kevin Lehman: http://bit.ly/4fYBQ • @caipadelval enjoy your time here! Definitely • check out the brand new Convention Center • Downtown! • This Thursday, check out dinner & a movie at • Binn’s Park - playing Young @ Heart (PG) at • 9 p.m. Bring on the popcorn!

16. @doug_hilton Nice - I LOVE David & Carmen's - they've got great icecream, a definite plus for an addition to downtown! Check out the Long's Park Summer Music series on Fbk http://tinyurl.com/lqehny. Great lineup, free music! Celebrate Lancaster 2009 - will you be there to kick off the fireworks this year? Examples of Tweets Specific to Downtown Lancaster

17. Success Indicator • Benchmark metrics are developed in 2009 for the number of guests who visit the Lancaster Visitors Center. (3% inc. in 2010 & 5% in 2011) • Since its mid-April • opening, we’ve • welcomed nearly • 11,000 visitors

18. Success Indicator • The number of city-based members increases by at least 25 net members year over year. • 13 new city-based members joined in the 1st half of 2009; accounting for $6,435 in revenue.

19. Strategic Priority: Meeting & Convention Destination

20. Success Indicator • Baseline data for Priority 1 and Priority 2 qualified leads resulting in bookings requiring overflow rooms will be established in 2009

21. Success Indicator • Will provide qualified leads for at least four Priority 1 & 2 bookings to result in overflow rooms in 2010; and eight in 2011.

22. Success Indicator • Generate $506,000 in convention center rental space and F&B revenue by 12/31/09 • ($TBD by 12/10 & 2011)

23. Success Indicator • Countywide economic impact quotient for convention center sales established in 2009 • (increase by 3% in 2010 and 5% in 2011)

24. Strategic Priority: New Tourism Products

25. Success Indicator • New Product Task Force is created by March 2009 • Chuck Simmons appointed chair, and Task Force members identified.

26. Success Indicator • New Product Task Force has developed recommendations on how to best staff and manage developing the new tourism products initiative by June 2009 • The Task Force met 5 times • Heard from multiple individuals representing potential new product • Developed a job description and model for moving forward • Dissolved following the June 4 meeting, having met its goals • Three subgroups will be convened by the board to pursue the hire of this position and future oversight.

27. Strategic Priority: Niche Marketing

28. Success Indicator • There are year over year increases in itineraries downloaded and Visitor Center distribution of niche materials • 1,900 itineraries have been downloaded this year; a 36% increase over the same time period in 2008

29. Success Indicator • Create themed e-blasts resulting in year over year • increases in sign-ups for the e-blasts. • We’ve experienced • an average growth • of 1655 subscribers • per month • We now have 119,000 • subscribers; an • 18% increase

30. Theme Schedule for the TravelGuide May - Focus on Lancaster Arts June - Best Family Values -- Package deals - Best Ways to Celebrate America in Lancaster July - Kid-Friendly Lancaster County Attractions - Shows & Theatres Focused August - Shopping Getaway -- Mix of venues - Couples -- wineries, music series September - Traditional Fall Festivals - Heritage/Amish Focus

31. July - Shows & Theatres Focused August - Sopping Getaway/Great Locations to Shop in Lancaster County (Mix of Antiques and Traditional Shopping Venues) August - Couples (Wineries, Music Series) September - Traditional Fall Festivals September - Heritage/Amish Focus Theme Schedule for the TravelGuide

32. Vision: Lancaster County is the most compelling experiential destination in America.

33. Posted all newly-developed group experiential product • Surveyed members to identify all existing experiential product • Reviewed by Strategic Plan & Vision Task Force • Uploaded to site or responded to submitting members • New Quality Control Task Force created

36. www.padutchcountry.com

41. Dashboard Report