Greetings Summit Attendees - Kerrville Area Chamber of ...€¦ · • Grapevine • Bastrop....
Transcript of Greetings Summit Attendees - Kerrville Area Chamber of ...€¦ · • Grapevine • Bastrop....
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GreetingsSummit
AttendeesFebruary 1, 2018
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Kerrville CVB Update
2018
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Visitor Numbers Continue to Increase
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Where Visitors OriginateJanuary – December
Source: Customer Contact/Survey4
73.46 % are from Texas1. Houston Area 15.57%
2. Austin Area 12.98%
3. San Antonio Area 11.94%
4. Fort Worth Area 5.04%
5. Corpus/McAllen 4.94%
5. San Angelo 4.94%
6. Dallas Area 4.45%
7. El Paso/Midland/Abilene 3.29%
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States Where Visitors OriginateJanuary – December 2017
1. Texas
2. California
3. Minnesota
4. Colorado
5. Arizona
6. Florida
7. Louisiana/Wisconsin
8. Illinois
9. New Mexico
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Countries Where Visitors OriginateJanuary – December 2017
Source: Customer Contact/Survey6
Canada 39.87%
Germany 12.03%
United Kingdom 5.7%
France 5.7%
Australia 5.06%
Italy 4.43%
Mexico 3.16%
Belgium 3.16%
Switzerland 1.9%
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Visitor Center GuestsJanuary – December 2017
Source: Customer Contact/Survey7
39.89%Day Trip
38.71%Overnight
21.41%Local
Resident
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Where Do Overnight Visitors StayJanuary – December 2017
Source: Customer Contact/Survey 8
62.56%
25%
12.13%
0.30%No Answer
Hotel
Campground/RV Park
Friends/Family
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Hotel Occupancy Tax Collections
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
$1,400,000.00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
City of KerrvilleHotel/Motel Tax Collection
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The Following Graphs Were Developed By Dean Runyan
Associates ForThe Texas Governor’s
Tourism Research Department
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Direct Travel Spending 63 Million Dollars 92.3 million in Kerr County
$50.00
$52.00
$54.00
$56.00
$58.00
$60.00
$62.00
$64.00
'11 '12 '13 '14 **15 '16
Mil
li
** Spending down due to lower gasoline prices
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Total Direct Employment1020 Jobs
1500 Jobs County Wide
850
900
950
1000
1050
1100
1150
'11 '12 '13 '14 '15 '16
Jo
bs
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Local Tax Revenue2.1 Million Dollars
An Additional 1.7 Million in Kerr County
0
0.5
1
1.5
2
2.5
'11 '12 '13 '14 '15 '16
Mil
lio
n$
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Return on Investment
14
• ROI Calculations based on the Formula Provided by the Texas Governor’s Office of Tourism
• $2.1 million tax dollars generated by visitors to Kerrville divided by CVB Budget of $875,000. = $2.40 return for every dollar invested.
• $63 million total visitor spending divided by $875,000. = $72.00 for every dollar invested in tourism budget.
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Kerrville Market Challenges
15
• Over 20% of our Market Affected by Hurricanes in September
– We are Evaluating Other Opportunities
• Lack of a Meeting Space
- Largest meeting space is appx 22,000 sq.ft.
- Fredericksburg is discussing a 17,500 sq.ft.
conference center project w/150 room full service hotel & Culinary Center
- Boerne recently announced plans for new 130 room hotel and 17,000 sq. ft. conference center
• Aging Hotel Inventory
- Newest properties are 13-14 years old
• Most B&Bs Using Airbnb Are Not Paying Hotel Occupancy Tax
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Kerrville’s Top Convention Producers – July 2016-July 2017
16
Group Room nights Dollars Generated
Texas Chief Deputies 634 $212,009.60
Bikers Against Child Abuse 474 $158,505.70
Texas Lions Council & PDG 434 $145,129.30
Texas A&M Forest Service 375 $125,400.00
Texas Sheep & Goat Raisers 439 $107,342.40
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Current Opportunities
17
• Craft Agricultural Industry Promotion• Downtown Tasting Rooms – Wineries- Vineyards – Brew Pubs –
Distilleries - Coffee Operations – Olives
• Sports Commission Development • Members Include Area Sports Entities/Representatives
• Attract and Promote Sports Events and Activities
• Provide Support to Sports Event Groups When in Kerrville
• Working to Develop New Special Events/Activities• Cowboy Gathering
• Fishing Tournament
• Continue to Evaluate Best Example Destination Cities• Fort Worth
• Grapevine
• Bastrop
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Future Opportunities for Comprehensive Plan Consideration
18
• Downtown Revitalization– Arcadia Theater Renovation
– Additional Sidewalk Cafes
- Community Activity/Gathering Area – i.e. Sundance Square in Fort Worth
– Parking Garage Improvements
– Decorative/Directional Lighting
– Kerr County Courthouse• Outdoor Amphitheater behind War Memorial
• Outdoor Restroom Facilities Available 24/7
• Museum Opportunities– Create Museum/Cultural District
- Museum of Western Art updates
– Historical Museum Built on MOWA Campus
• Conference Center Promotion – Long Term– 40 – 65,000 Square Foot Conference Center which could accommodate city-wide conferences
– 200-250 room adjoining Full Service Hotel
-- Downtown area
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Future Opportunities for Comprehensive Plan Consideration
19
• Better Utilization of the Guadalupe River – Electronic or Solar Water Taxi System
– Entertainment Barge/Portable Stage in the River
• Transportation System between the Hotels, Attractions, Downtown Area and Craft Agricultural Facilities – Rubber Tire Trolley
• 24/7 Outdoor Digital Interactive Kiosks for Visitor Center, Downtown Locations, Kerrville Sports Complex and the Airport
• River Trail Extended to the Kerrville Sports Complex and West to the Spur 98 Bridge
• Updated Feasibility Study for Conference Center Viability, Size, and Location
• Beverage Election for Precinct 2 – will impact Craft Ag Project
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Fact Is . . . • Cost of Goods and Services to the
City and County will continue to
increase!• Do you as citizens and business managers of
Kerrville want to pay for those increased costs . .
• Or would you rather see additional visitors pay
for the increased costs, then go home?
• Hint - Grapevine tax base - Residents pay only 16%
Visitors pay 84%
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Wrap UpTourism is an Important Industry to Kerrville – $102 million dollar economic impact in 2016.
Tourism industry contributed $9.5 million dollars in taxes and other revenue to local taxing entities.
Visitors to the Area Reduce Tax Burden up to 35-40% for Residents of Kerrville/Kerr County
17.3% of all jobs in Kerrville/Kerr County are direct or indirect jobs in the Hospitality Industry
CVB Efforts including our Ad Campaign and Social Media Approach are Having a Positive Impact on Visitor Numbers
Kerrville HOT Tax Collections have increased each year since 2012
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Q & A
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Thank
YOU!
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WelcomeMayor White, City
Council, City Administration and
MediaJuly 14, 2017
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CVB Participates in Promotional Projects for the City of Kerrville
• Robert Earl Keen’s Fourth on the River
• Annual Lighted Parade and Courthouse Lighting Ceremony
• Cailloux Theater Productions
• Movies in the Park
• Special Events held in the Parks– Cajun Festival in the Park
– National Get Outdoors Day
– Annual Kerrville Kids Off-Road Triathlon
– Annual Kerrville Triathlon Festival
• Kerrville Sports Complex
• Kerrville Schreiner Park
• Scott Schreiner Golf Course– Heart if the Hills Golf Tournament
• River Trail
• Louise Hays Park
• Lehmann-Monroe Dog Park
• HEB Municipal Tennis Courts
• Singing Winds Swimming Pool
• Singing Winds Skate Park– Kerrville Skate Competition
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CVB Administers City Arts Promotional Contract
• Accounting and Billing Procedures
• CVB Creates the Ads
• Books Ads for the Nine Arts Member
Organizations
• Ad Production Cost out of CVB Budget
• Arts Advertisers Receive CVB
Publication Volume Discount
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Ad Placement Covers 10Target Markets
• Consumer/Leisure Market
• Children’s Camp Market
• RV Market
• Motorcycle Market
• Agricultural Organizations
• Corporate and Association Meeting Planners
• Niche Group Markets
• Tour Operators/Group Leaders
• Sports Market
• Festival and Special Events
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Ad Campaign - Print Media
• Texas Monthly
• Texas Highways
• Good Sam RV Travel Guide
• Ride Texas
• Convention South
• Texas State Travel Guide
• TACO Guide
• Sports Events
• America’s Best Vacation
• See Texas First
• TSAE Directory
• Houstonian
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Conference Center Concept
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Conference Center Concept
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Advertising Campaign Mix Goals for 2017-2018
Print Media 42.2%
Television 39.0%
Digital Media 18.8%
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Advertising Campaign
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Leisure - Family
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Convention Market
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Promotion of the Arts
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Special Event Promotion
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Sports Marketing
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Social Media Marketing
• Blog
• Numerous Websites
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Television Marketing
• Hill Country District Stock Show
• Kerr County Fair
• Memorial Day Events (6)
• Chalk Festival
• Christmas Festivities
• Leisure Market Promotion
• Quality of Life Promotion
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Direct Sales Activities
• 343 Sales Calls (in their offices) and 238 Industry Marketplace Meetings – Total -581 Sales Contacts during 2017
• Targeted Cities– Austin
– San Antonio
– Houston
– Dallas/Fort Worth
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Service Activities
Assisted 147 Conventions/Meetings/
Groups during 2017– Registration Assistance
– Credential Preparation
– Conference Speakers
– Welcome Addresses
– Name Badges, Lanyards, Dignitary Ribbons
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Visitor Numbers Continue to Increase