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PA Dutch CVB Member Briefing. July 10, 2009. Presentation powered by:. Agenda Aaron Wingert, Smilebuilderz Lenwood Sloan, DCED Janet Wall, PA Dutch CVB Chris Barrett, PA Dutch CVB . Strategic Plan Report. Strategic Priority: City Tourism Products. Success Indicator.
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PA Dutch CVB Member Briefing July 10, 2009 Presentation powered by:
Agenda Aaron Wingert, Smilebuilderz Lenwood Sloan, DCED Janet Wall, PA Dutch CVB Chris Barrett, PA Dutch CVB
Strategic Priority: City Tourism Products
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
Examples of Facebook messages on the Lancaster, PA page Note the number of thumbs up beneath it
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
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
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!
@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
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
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.
Strategic Priority: Meeting & Convention Destination
Success Indicator • Baseline data for Priority 1 and Priority 2 qualified leads resulting in bookings requiring overflow rooms will be established in 2009
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.
Success Indicator • Generate $506,000 in convention center rental space and F&B revenue by 12/31/09 • ($TBD by 12/10 & 2011)
Success Indicator • Countywide economic impact quotient for convention center sales established in 2009 • (increase by 3% in 2010 and 5% in 2011)
Strategic Priority: New Tourism Products
Success Indicator • New Product Task Force is created by March 2009 • Chuck Simmons appointed chair, and Task Force members identified.
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.
Strategic Priority: Niche Marketing
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
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
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
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
Vision: Lancaster County is the most compelling experiential destination in America.
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