FY 15 Annual Report FINAL
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Discover PWM FY 15 Annual Report
Transcript of FY 15 Annual Report FINAL
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2015ANNUALREPORT
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PRESIDENT/CEO MESSAGE
What an incredible year for Prince William & Manassas tourism! The numbers are undeniably impressive...visitors to Prince William & Manassas generated $593 million in direct expenditures in 2014, a collective increase of 3.8% compared to the previous year. Prince William County continued its recovery from the federal government shut-down and sequestration of the preceding year with hotel occupancy tax collections increasing by 7% to total more than $3.3 million. Hotels in Prince William County provided motorcoach group tour visitors with an estimated 131,900 room nights annually and the direct economic impact of group tours in Prince William County reached $89.5 million.Discover Prince William & Manassas is a leader in enhancing our growth through visitor-related economic development. Through strategic partnerships with area businesses, educational institutions and government officials, we were able to continue to educate Prince William & Manassas stakeholders and residents on the value, and relevancy, that the tourism sector plays in our economy. Many members of our staff have been elected to leadership positions of local, regional and national industry organizations, continuing to raise awareness of our organizations critical mission. Our 8 person staff in the areas of sales, visitor services, communications, marketing and sports tourism all exceeded their goals, and through hard work and innovative ideas, they positively impacted Prince William & Manassas reputation and brand on a national level as a premier leisure, sports and group destination. Looking ahead, Board of Directors and staff will undergo an in-depth strategic planning process that will allow us to review our mission, identify new or revised target audiences, prioritize marketing initiatives and meet new and updated goals. On behalf of the Discover Prince William & Manassas Board of Directors, I would like to thank the Prince William County Board of County Supervisors, Manassas City Council and all local hospitality businesses for their continued support of our important mission.
Warm Regards,
Ann Marie Maher
Tourism supported 6,596 jobs in Prince William, Manassas, and Manassas Park and provided $25 million in state taxes and $9.6 million in local taxes.
Prince William, Manassas, and Manassas Park generated $593 million in tourism revenue, a collective increase of 3.8% com-pared to 2013.
The top tourist attractions in Prince William & Manassas continue to be the Manassas
National Battlefield, the National Museum of the Marine Corps, Jiffy Lube Live, Potomac Mills and Prince William Forest Park
Tourism Visitation
Ann Marie Maher
FY 2015VISITATION
3,174,531
2014 Tourism Numbers
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FY2014 FY2015Group Sales
Total Leads/RFPs 83 109Overnight Leads/RFPs 40 53Room Nights 8,222 6,485
Day/Service LeadsRFPs
43 56
Reported Room Nights 19,437 25,393
Group Planner Interaction
674 1,157
Communications
Stories Generated 144 153
Consumer Inquiries
Visitor Guides Distributed
125,000 125,000
Website Total Visits 175,560 143,769
Website Page Views 351,641 487,385
New Facebook Likes 2,059 3,786
New Twitter Followers N/A 531
Visitor Center
Recent Investments
Homewood Suites / HGI WoodbridgePotomac Town CenterElite Shooting Sports
Promenade at Virginia Gateway Gainesville Tin Cannon Brewing Company
BadWolf Brewing Heritage Brewing Company
Growling Bear Brewing CompanyOrnery Beer Company
KO Distilling
Future Tourism Investments
Home 2 Suites WoodbridgePotomac Science Center
Murlarkey DistilleryPotomac Shores Hotel, Conference Center & Resort
Americans at Wartime Museum Minor League Stadium Potomac Nationals at Potomac Town Center
2 Silos Brewery & BistroMarriott at Virginia Gateway
Prince William & Manassas Tourism Investments
Prince William County TOT Revenue
FY2014
$3,303,757FY2015
6.70% increase
$3,096,400
FY20141.45%
increase6.87%
increase
8.01% increase
FY2015
$81.27 vs
Average Daily Rate
$82.45FY2014 FY2015
$59.7% vs
Average Occupancy
$63.8%FY2014 FY2015
$49.08 vs
Average Rev Per Avail Room
$53.01
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Build brand awareness and generate visitation from individuals travelers Generate visitation from groups Secure resources to achieve the mission and objectives Conduct research to determine best marketing strategies and track performance measures Encourage product development and infrastructure improvements that are consistent with the established
mission and the brand of the destination Build community support for tourism and the organization
To market, promote and develop Prince William and Manassas as a tourism and group destination thereby stimulating economic growth and vitality.
Discover Prince William & Manassas is a 501c6 destination marketing organization promoting Prince William & Manassas as a tourist destination. The agency is funded by transient occupancy tax collected by more than 4,000 hotel rooms in the county/city. We provide information on accommodations, attractions, recreation, dining and more to group and leisure travelers.
DISCOVER PRINCE WILLIAM & MANASSAS STRATEGIC PLAN
2012-2016
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Adheres to the highest professional standards in all actions. Holds itself accountable for achieving its mission and objectives as a collaborative leader within the industry and community. Efforts and decisions will be responsive to market conditions, research data and cost/benefit analyses. Recognizes which constituent groups represent its customers, partners, and beneficiaries and responds to their needs and expectations accordingly. Customers = visitors, travel trade, and planners Partners = hospitality industry, governments and business Beneficiaries = the community and the hospitality industry Expands existing markets, while exploring new market opportunities for the destination. Primarily maintains a long-term, strategic marketing focus; and partners with others to respond to short-term marketing opportunities. Supports events that are consistent with its mission, performance measures and destination brand. Primary responsibility is to pursue market segments that will produce the best R.O.I. Creates and implements a two-year fully integrated marketing plan. Measures R.O.I. on a three-year cycle rolling average. Will use data as appropriate for product development thats consistent with its mission, imperatives and objectives.
DESTINATION INDICATORS
Economic impact of tourism Hotel Occupancy Transient occupancy tax collections Sales tax collections Restaurant tax collections Average length of stay Per person expenditures Attraction attendance
CVB PERFORMANCE MEASURES
Return on Investment (R.O.I.) Inquiries converted Cooperative resources generated Bookings (meetings/groups) Booked room nights vs. actual Group leads/ RFPs converted Visitor Center traffic % overhead expenses Media (reach, quality, volume)
We track and communicate the results of our efforts on the basis of the following:
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TARGET MARKETSLEISURE
Civil War History Enthusiasts
Rationale
25 Civil War sites in Prince William & Manassas, along National Civil War trail route (Gettysburg,
Antietam, Harpers Ferry, etc.) accessible location, price point lines up, other regional military history
product partnering potential, valued by partners/good co-op opportunities,
some ancillary offerings
Military History Enthusiasts
Rationale
Civil War battlefields, National Museum of the Marine Corps, accessible location, price point
lines up, other regional military history product partnering potential, valued by partners/good co-op opportunities, some ancillary offerings
Outdoors (Active) within 400 miles
Rationale
Great product for Golf, Hiking, Biking, Fishing &
Boating segment, accessible by road, affordable, family
friendly, historic aspect helps differentiate from competition.
Cost Conscious Families
within 400 miles
Rationale
Accessibility, affordability, product needs fit, activities, historic offerings an asset, housing alternative to DC,
partners value weekend pattern
General Population within 500 miles
Rationale
Create awareness and positive perception of
Prince Wiliam & Manassas and build day trip business
In Market Visitor
Rationale
Impact visitor satisfaction, increase spend for overnight and day visitors, possibly extend the stay, expand presence with-out significant additional costs
Train Enthusiasts
Rationale
Rail history, existing festival, accessible,
higher end, multi-generational
travelers
Travelers Interested
in Paranormal
Rationale
Partners currently have product, some TV exposure,
ghost tours available
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TARGET MARKETSGROUP
Reunions (Military & Family)
Less than 200 attendees
Rationale
Good product match, costs in line, location/accessible road & rail, DC, History, valued by partners, co-op opportunities
Student Tour Operators
Rationale
Affordability, history, proximity to DC, accessibility, performance
opportunities.
Adult/Senior Group Tours
Rationale
Accessibility, motor coach friendly, affordability, group size fits, proximity to DC, partner co-op opportunities
Meeting(150 Room Nights or Less)
Rationale
Valued by partners if off-peak, affordable product is asset,
proximity to DC
Sports
Rationale
Location in metro DC market, event space /field availablity, partnership
opportunites
International Traveler
Rationale
Partnering opportunity with CRUSA, Dulles, DC proximity, Civil War interest in segment, affordability,
shopping, authentic American towns
Weddings
Rationale
Unique venues for weddings, accessible (airport and 66 & 95),
affordable venues
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What we do: Generate group business for Prince William & Manassas hotels and attractions. Assist with planning services for groups in specific target markets.
FY 2014 FY 2015
Total Leads 83 109Overnight Leads 40 53Room Nights 8,222 6,485
Day/Service Leads 43 56
Reported Room Nights 19,437 25,393
Group Planner Interaction
674 1,157
Virginia Motorcoach AssociationNorth Carolina Motorcoach AssociationMotor Coach Association of South Carolina Richmond, VAStudent Youth Travel Association ToronotoSales Mission to New York, NY New York, NYReunion Friendly Network Albuquerque, NMOntario Motor Coach Association Ottawa,ONSales Mission Canadian Automobile Association CanadaYour Military Reunion Connection Conference Charleston, SCTravel South International New Orleans, LAAmerican Bus Association St. Louis, MOFaith Travel Association New Orleans, LA
National Tour Association New Orleans, LANorthern Virginia Visitor Consortimum Sales Mission Montreal &Toronto
CanadaVirginia Tourism Corporations Mid-Atlantic Sales Mission Mid-Atlantic Region
In-Market Tour Operator Event Prince William, VANational Association of Sports Commissions Milwaukee, WIReceptive Tour Operator Summit New York, NY
IPW (International Pow Wow) Conference Orlando, FL
FY 2015 TRADE SHOWS & SALES MISSIONS
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American Bus Association 2014 Stats forPrince William & Manassas
Day Trips 152,600 Overnight Stays 66,000
Total Room Nights 131,900 Jobs 939
Wages $33,496,000
Total Economic Impact $89,492,200
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$50 per pass includes discount admission to Splashdown Waterpark, Rebounderz Manassas & Laser Tag Manassas. Plus, special offers from Olive Garden, City Grille, Okras Cajun Creole, Hylton Performing Arts Center, Potomac Mills, Potomac Nationals, Blue Arbor Cafe, Rivershore Charters and the National Museum of the Marine Corps. Sold through online travel agents such as Expedia & Viator
Family Adventure Pass Development
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Virginia by Rail Sales MissionSeptember 2014 -New York & New Jersey
Sales calls made to International Receptive Operators promoting VACVB award-winning regional itinerarydeveloped in partnership with Fredericksburg, Richmond & Norfolk CVBs
Missing In America Project
Program Inception: February 2, 2013Groups to date: 20Total Visitors: 889
Groups pay their respects at Quantico National Cemetery with a private flag laying ceremony at the graves of veterans whose remains were previously forgotten. Hosted by the Missing in America Project (MIAP), their mission is to find, identify and provide full military burial for these now remembered heroes. Groups have the chance to hear from a MIAP volunteer about the time consuming process ofidentifying the veterans, as well as show them how to distinguish between the Missing In America Project veterans and their comrades in the cemetery. The experience is complimented by a guided tour with cemetery staff, helping them recognize the different types of stones used, the precision expected when interring the veterans and their families, and how funeral ceremonies are conducted
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ADVERTISING
&
&30 (DCA)
(IAD)
001-703-396-7130 www.DiscoverPWM.com
What we do: Develop marketing and communication strategies, through the implemention of results-oriented programs with the purpose of enhancing the image of Prince William & Manassas as an attractive leisure and group destination. The department is also responsible for developing all advertising and collateral materials to support all other departments.
FY2014 FY2015
Visitor Guides Distributed 125,000 125,000
Website Total Visits 175,560 143,769
Website Page Views 351,641 487,385
New Facebook Likes
2,059 3,786
New Twitter Followers
N/A 531
Strategy: Emphasis on digital advertising enhanced by print advertising when deemed appropriate for the specific target market.
In FY 15, our main campaign was digital display ads featuring NetSeer & Spongecell Technology.
NetSeer is patented online reach technology allowing for message placement within relevant web pages of content. Spongecell is rich media technology including video, slide shows and other ad features engaging the consumer with our brand without having to leave the website they are viewing.
Campaign Goal: Promote travel to Prince William & Manassas from origin markets of DC, NY, VA, NC, PA, MD, FL, NJ, OH, GA, SC, and WV. Ads ran in the Fall & Spring on more than 1,500
websites over the course of the campaign, allowing for extensive reach in the selected geography, with micro targeting to the individual based on page relevance.
In addition, extensive advertising campaigns were conducted through Google, Virginia Tourism Corporation, Trip Advisor, Facebook & Twitter. International markets are reached through Capital Region USA with ads in their UK, Germany, China, France and Brazil holiday guides and websites.
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Top 5 Blog Posts
1. Top 10 Things to Do in Prince William & Manassas2. Girls Getaway Weekend3. Discover Delicious Wine & More at the Winery at LaGrange4. 5 Reasons to Plan a Golf Getaway to Prince William & Manassas5. Discover Small Town Charm
DiscoverPWM.com BlogLaunched March 2015Total Pageviews 4,207 Drove an additional 4,118 clicks to the website in FY 2015
Total Followers 1,826New Twitter Followers 531
Total Likes 10,332New Facebook Likes 3786
Facebook.com/discoverpwm @DiscoverPWM1. United States2. Canada3. Brazil4. United Kingdom5. India6. Philippines7. Mexico8. Germany9. Israel10. Italy
DiscoverPWM.com Traffic by Country
48,623 Views
2,405 Views
27,843Views
78,000+ Total Views
Debuted January 2015
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FY 15 Press highlights include: Whales on Sunday (UK publication) covered WWII Spy training at Prince William Forest ParkMens Health coverage Outdoor ActivitiesMost Haunted Virginia Blog covered Weems Botts MuseumHuffington Post covered City of Manassas, Moms Apple Pie, Marine Corp Museum, & Battlefield Packed Suitcase Blog Covered Historic Occoquan and Historic Downtown ManassasSports Destination Management Magazine covered fishing at Leesylvania State Park
What we do: Promote travel to Prince William & Manassas by soliciting and supporting members of the media to create positive editorial coverage. Consumer and travel trade publications are important in this endeavor, as well as freelance writers, bloggers, photographers, targeted publications and electronic mediums. The department conducts group and individual press visits throughout the year. Team members continuously research and pitch new and evolving stories to generate media interest.
FY 2014 FY2015
Stories Generated 144 153
Monthly Consumer Newsletters
Current Database Subscribers: 29,000In FY 15, E-Newsletter drove 4,700 clicks to Discoverpwm.comNewsletter contains seasonal information on attractions, dining, shopping and upcoming events in order to attract visitors to the area.
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The Northern Virginia Visitors Consortium held a sales mission & media event with industry partners from Virginias Cultural Region in Quebec & Toronto in March 2015.
The two-day mission was held in each province with a formal media event (targeting 30+ media), desk side media visits, sales calls to Tour operators and a lunch and learn at CAA offices.
The mission resulted in 2 travel writer visits to the area August 2015. To date, eight stories have been published.
20+ Travel Writers Visited Prince William & Manassas in FY15
TrekarooWQMX-FMBlue Ridge OutdoorArztliches Journal (Netherlands)History ChannelGetaway MavensSmoke & Fire NewsNorthern Virginia MagazineRichmond Family MagazineNational Geographic Traveler (China)Global Times Online (Beijing)China Business News (China)Hainan Haishi Travel Satellite TV(China)Air China Limited (China)DC Center China (China)Travel Channel (China)Wales on Sunday (UK)Sunday Mercury (UK)Family Travel FilesAAA MotoristGlouster-Matthews GazettePacked Suitcase
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Sports Tourism Committee
The Sports Tourism Committee focuses on attracting sports-related tournaments and events to create a positive economic impact on Prince William & Manassas. The task force provides a platform for communication and collaboration with the CVB Board and stakeholders on issues related to sports tourism.
Objectives: Develop a means in which to measure the potential economic
impact of events and tournaments Complete a comprehensive review and evaluation of sports-
related venues out of which an internal database and external marketing piece can be developed
Work with local leagues and clubs to improve the yield from existing events through increased attendance or length of stay
Attract and review sporting events and tournament opportunities
Sports Tourism Investment Results
Cabelas King Kat(March 14, 2015)
Fishers of Men(October 9-10, 2015)
3v3 Live Soccer(August 1-2, 2015)
USA BMX(July 1-3, 2016)
Prince William Historic1/2 Marathon(September 25, 2016)
Insane Inflatable October, 2016
Virginia State MajorsLittle League Baseball(July, 2017)
Discover Prince William & Manassas sponsored the games along with Fairfax & Loudoun Counties. Sponsorship included: Reciprocal Link on website Logo on all official programs/signage Web banner advertising Destination Blog Post Destination promotion at Athlete Village in Reston during the Games Customized print-piece inserted into 12,000 athlete registration bags promoting Prince William Visitor information/welcome tables at Prince William & Manassas venues. Partner opportunities at all 5 venues
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Tourism Leader Award Earnie Porta, Occoquan Transportation Company
Stellar Service Award Doug Horhota, Manassas Museum System
2015 Industry Award Winners
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Discover Prince William & Manassas held its annual National Tourism Week Luncheon & Industry Awards Event on May 8, 2015 at the newly opened Hilton Garden Inn Woodbridge.
The annual industry award ceremony honors individuals and organizations who contribute to the promotion and development of Prince William & Manassas as a tourism and group destination. The awards were sponsored by the Virginia Hospitality & Travel Association.
Keynote speaker, Dr. James F. Petrick, of Texas A&M University, presented preliminary findings from Discover Prince William & Manassas recent tourism research initiative with eBrains Inc. Nearly 100 tourism partners, elected officials and local businesses attend each year.
NATIONAL TOURISM WEEK LUNCHEON&
INDUSTRY AWARDS
Partner of the Year Missing in America Project/Quantico National Cemetery
Tourism Champion Award Maureen S. Caddigan, Vice Chair, Potomac District Prince William Board of County Supervisors
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EXECUTIVE &
OPERATIONS
Ann Marie MaherPresident/CEODirect: [email protected]
Susan PlattnerOffice ManagerDirect: [email protected]
Kim SherwoodAdministrative AssistantDirect: [email protected]
Christine Bury (Based in Occoquan)Visitor Service RepresenativeDirect: [email protected]
Ray MooreMail Room specialistDirect: 703-396-7130
MARKETING&
COMMUNICATIONS
Nicole WarnerMarketing & Communications SpecialistDirect: [email protected]
Jordan McElwainMarketing & Communications AssociateDirect: [email protected]
SALES
Mark KowalewskiDirector of SalesDirect: [email protected]
Mike StoupaSales ManagerDirect: [email protected]
CONTACT US
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EXECUTIVE COMMITTEE
Thida Win-LoveChairman
[email protected] Representative
Lucy [email protected] District Representative
Brendon [email protected]
PWC Historic PreservationRepresentative
Jane [email protected]
Potomac District RepresentativeLisa Krauss
[email protected] District
Representative
Diane [email protected] DistrictRepresentative
Pamela [email protected]
Brentsville DistrictRepresentative
Patrick [email protected]
City of ManassasRepresentative
Dave [email protected] Representative
Doug [email protected]
Gainesville District Representative
Jason [email protected]
PWC Communications OfficeRepresentative
Sally WoodVice Chairman
[email protected] & Recreation
Representative
Janice CunardSecretary
[email protected] District
Representative
Steve ChapmanTreasurer
[email protected] At-Large Representative
Ann Marie MaherPresident/CEO
[email protected] Prince William
& Manassas Representative
VISIT US
Main Office10611 Balls Ford Rd
Suite 110Manassas, VA 20109Phone: 703-396-7130
Fax: 703-396-7160
Visitor Center200 Mill St
P.O. Box 123Occoquan, VA 22125Phone: 703-491-4045
Fax: 703-491-4057
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