Tourism Advisory Council Meeting Minutes

“Draft – Subject to Board Approval” Date: Wednesday May 15, 2015 Location: 633 Third Avenue, NYC and 625 Broadway, Albany Attendance:

TAC Members NYC: Cristyne Nicholas, Irene Baker, Nancy Elder, John Ernst, Gail Grimmett, Tom Mulroy, Alexandra Stanton,

Elinor Tatum, Thurman Thomas Albany: Jan Chesterton, Dan Fuller, Spike Herzig Phone: Michael Johnson, Alana Petrocelli, Assemblywoman Marge Markey, Senator Betty Little

ESD / NYS Staff NYC: Gavin Landry, Executive Director of Tourism; Ross Levi, Vice President of Marketing Initiatives; Lisa Soto, Tourism Project Associate; Rowena Sahulee, Director of Tourism Marketing, Licensing & PR; Lizete Montiero, Sr. Director of Event Marketing; Ken Wong, Director of Special Events, Tom Regan, ESD Associate Counsel; Liz Fine, ESD General Counsel, Ying Xu, Tourism Intern Albany: Jamin Clemente, Tourism Executive Assistant; Chyresse Wells, ESD Deputy Press Secretary Phone: Markly Wilson, International Tourism Director

TAC Guests NYC: Melanie Klausner, M.Silver/Finn Partners; Randall Bourscheidt, former TAC member; Rob Mitchell, jetBlue

Airways; Madeline Grimes, Freedom Spark; Sally Minard, Freedom Spark; Lynn LaRocca, NYRA; Erin King Sweeney, jetBlue Airways; Patty Ornst, Delta Air Lines Albany: Kevin Bromer, NYS Business Council

Meeting called to order: 11:06am I. Approval of minutes - Cristyne Nicholas

Motion to approve by Tom Mulroy

Minutes approved with a second by Elinor Tatum II. Chairman’s Report - Cristyne Nicholas

Thank you for all for your continued support and for being here today and in Albany.

We would like to welcome back Gavin Landry, who has been in China along with some of our partners, doing a great job spreading the message about NYS.

III. Executive Director Report - Gavin Landry

A. China Sales Mission (see attachments)

Last year, we opened an office in China in four cities. Then we created China Ready Workshops. We brought in tour operators, trade, and media from China to do workshops in three different New York cities and to do business-to-business meet and greets with the partners in those regions.

The next natural follow up was for us to travel to China on our first sales mission, with the goal of helping the state and city go after the global share of travel from this market. The effort is also part of the governor’s Global NY initiative.

We had 220 appointments in all three cities. (see attachments)

When we did the audit last year in China, there were zero NYS based products - it was all NYC. Now there are 21 products being offered by 12 tour operators, 9 of whom we brought here, so we can directly attribute it to our efforts.

We did a product launch in December, to introduce these products along five different themed itineraries and that is what we talked about when on the trip.

We met with our airline partners in each city.

The media thought it was a great show of support for the importance of this travel market.

Many of you know that the governor has announced he is going to lead a China Sales Mission in the future. We hope to help make sure there is a tourism aspect to that trip.

TAC minutes 5/15/15 2

Alexandra Stanton:

Did you find that in the course of the appointments that this was new information or did you find that your team was dispelling myths? What is the general sense of your appointments?

Gavin Landry:

We discovered a new generation of Chinese travelers that actually want to get immersed more deeply and see more. It is a big change in Chinese travel- more millennial driven, unbundled, and leading edge.

The big challenge we have is that the easiest thing for tour operators to do is sell the same thing repeatedly because of the demand. We talked to them about more authentic and unique experiences and making that the differentiator because everybody else is selling cookie cutter.

We are also working with our airline partners to develop even more insight and intelligence about the originators and the folks who are working with them.

Alexandra Stanton:

Any thinking around the real estate buying trips to NYC from China? Is it worth having some conversations with the Chinese officers of the American real estate agencies?

Gavin Landry:

There are a number of developments being discussed. We will investigate further. B. Australia Road Show (see attachments)

We opened an office in Australia in January.

Last year 700,000 Australians came to NYS without much help from us.

We did an audit and found zero upstate products in the Australian travel market.

We have to build content, relationships, and product, and we have to get the media involved. We have a group of about 20 folks from Australia working their way through the state. We let our market suppliers tell us the best spots and who is most receptive to this travel market.

Tomorrow morning we will welcome the group in Albany to open up our Australia Ready Workshop and learn the travel behaviors and distribution channels specific to Australians.

We will have an Australian expert speaking and there will be a B to B with the airlines and the tour operators that are with us. Our hope is we will then start to see product come online.

This is another initiative that came from the 2014 Tourism Summit. Randy Bourscheidt:

In my travels, I have seen imitations of the ILOVENY logo with other locations on tee shirts, bags, etc. So when you go to China and you go to Australia, is there a way lay claim to the original brand, making it seem powerful, authentic and not diluted by all the imitation?

Gavin Landry:

We had a conversation yesterday with Brand Sense, who we our new licensing agent. Historically we have been very souvenir oriented and we are not going to stop that, but we are looking into a different licensing approach. In the international markets, we do have the opportunity to define the brand more than we have domestically.

C. Industry Engagements – Gavin Landry and Ross Levi Gavin Landry:

Media Night - Cristyne led our Summer Media Night at the Automobile Museum. We had 50 -60 media. The theme was Roadscapes in NYS and it was very well executed. Our strategy with Media Nights is to go to unique locations that are easily accessible and would be desirable for journalists.

NYSHTA Conference - Jan Chesterton invited me to open up the conference at the Sagamore, giving us an opportunity to update more of our stakeholders.

Ross Levi:

Empire State Tourism Conference - This was the culmination of the NYS Tourism Industry Association’s first year as a combined organization. We gave an update on ILNY and participated in a workshop on segment marketing. Kelly Baquerizo from our Albany office spoke about Market NY, and sat on a panel about funding opportunities. It was great event, with hundreds of people there over three days.

TAC minutes 5/15/15 3

Museum Association of New York Conference (MANY) - Gavin and I spoke at their conference luncheon, where they have had real growth over the last year. We also put together a workshop called “Tourism and Museums, a Perfect Partnership.”

LGBT Week – Tourism and Hospitality Day – Hosted by CMI, pretty much the preeminent national LGBT market research firm. They used to have a day in NYC every year where they talked about marketing. This year they expanded it to a week, and had one day specifically on tourism and hospitality. They invited me to present on ILOVENY LGBT as a case study.

Gavin Landry:

MANY had about 400 folks that attended the plenary. This is the grassroots industry relations work that had been missing for a long time. People appreciate knowing that there is a fully integrated tourism plan, that we are working with them, and that we are accessible and that's what we get when we go out to these industry events. It really allows us to show our stakeholders what Governor Cuomo, Cristyne, Thurman, and all of you have supported.

D. Eagle Academy ski trip

Elinor and I discussed ways to build outreach and to develop new potential tourists, looking at the lifetime value of customers - intercepting early and turning them into a skier or skater.

One of the first initiatives was for us to work with a school called the Eagle Academy. Markly Wilson:

A few years ago, research was done on the zip codes of the majority of people who are in prisons in NYS. As a result, Eagle Academy was created for at risk kids in those zip codes.

In conjunction with the Ski Areas Association of New York, we arranged a bus of students, teachers, parents, and siblings to go to Hunter Mountain to learn to ski for a day. 99% had never skied before and they had a wonderful time not only skiing but also doing an activity together as a family. It opened the eyes of the kids and their families to the possibilities of enjoying the tourism assets of NYS. We are developing an essay competition for them and will continue to work to expose similarly situated kids to the great activities of NYS.

Elinor Tatum:

The Eagle Academy was so pleased with the experience and is interested in continuing and figuring out how to get more students involved.

Their rewards essay contest is going to be great. We want to get them on a camping trip, fishing on the Long Island Sound, or going up to Cooperstown to the Baseball Hall of Fame.

IV. Subcommittee Reports A. Hospitality and Infrastructure - Jan Marie Chesterton

We have had three conference call meetings since December. Our goal early on was to identify ways to encourage investors and developers to create lodging in areas where it is needed. We currently have a first draft advisory with some recommendations and ideas, and are nearly ready to pass it around to our subcommittee for culling down. We will probably circle back early fall.

B. Aviation and Transportation - Gail Grimmett

Our last meeting had a lot of conversation. So we had a separate follow-up call with Gavin, Ross, Patty, Lisa, and myself to figure out how to tackle this.

We are putting together an informal survey instrument with some pre-populated information around things like air service, rail access, etc. We will then send that template out to each of the different regions to add region-specific information and identify up to three transportation or infrastructure needs that they feel are necessary to address within their region.

Once we get all the templates back, we can look across the regions and see if there are similar issues that can be addressed, and/or where there are gaps that may have to be addressed separately.

c. Sports and Special Events - Thurman Thomas

We met on May 5 at Madison Square Garden with NYS regional sports commissions / offices and CVBs. The meeting was hosted by Irene Baker who offered a tour of MSG afterward.

These groups have been working independently to bring sporting events to their regions and want to have a strong visible statewide presence at trade shows, as other states have. They would like to form a statewide alliance, and are looking for guidance and support from ILNY.

TAC minutes 5/15/15 4

The groups present included representation from the Buffalo Sports Commission, Albany County CVB, Monroe County Sports Commission, the Long Island and Sports Commission, NYC and Company, Greater Binghamton CVB and the Syracuse CVB.

They gave us an overview of the regional assets, as well as some obstacles, which include high vendor fees for some of the locations, which can be much higher than other states.

Gavin Landry:

It also seemed like some of the other states have relationships that they have leveraged with their State Universities. Maybe that is an opportunity where we can assist?

Thurman Thomas:

It seems that there is a disconnect with local governments to negotiate these fees. There is also lack of funding for long term planning and they need help. I brought back some of the literature that show what other commissions are doing in other states.

We should probably select a TAC representative to speak with the SUNY Chancellor about what can be done and see if some changes can be made.

Cristyne Nicholas:

Maybe we need to put together a letter to the chancellor. She has been very supportive of Start-Up NY and this is another opportunity for economic development.

Alexandra Stanton:

Is there a document that lists pricing for SUNY facilities in comparison to other states? Something showing how much SUNY facilities cost and how that can lead to lost business.

Thurman Thomas:

There was talk about that at the meeting. Examples of bids for $20,000 that ended up going to locations with bids of $6,000 or $8,000.

Gavin Landry:

The bid fee for International Ironman is about $300,000.

Lake Placid is getting some funding from the state to help. However, it is more than the bid fee, they also have to out compete everybody else that's in there.

Alexandra Stanton:

Beyond bid fees there should a cited rental fee which is easily discernable. Cristyne Nicholas:

Similar to hotels, when you want to rent a banquet hall, there is a booklet, which has rates for different quarters.

Gavin Landry:

Thurman did ask for an inventory of the state's assets, which is the next step for the committee. It has to say by region who is best suited for what, what the facilities are, etc.

Thurman Thomas:

The local groups are looking forward to trying to bring many more sporting events to NYS. Our next steps were sent out to the committee and we will follow up from there.

VI. Special Guest: NY Racing Association Lynn LaRocca (see attachment)

We run the thoroughbred racing circuit in NYS - Aqueduct, Belmont, and Saratoga.

Thoroughbred racing is a very important industry in NYS, with an economic impact of over $2.1 billion creating about 17,000 jobs.

Saratoga alone generated $237 million in economic impact. It equates to almost 2,600 jobs, which is a 30 percent job growth since 2011, and $14.2 million in tax revenue for the city, county, and state.

We have 250 days of live racing that run throughout NYS. We had 1.7 million people visit a NYS track in 2014 and spend $5 billion. We had a 102,000 people at last year's Belmont Stakes, with California Chrome. That was also viewed by 26 million people on NBC.

Hopefully after this weekend at Preakness, we might have another Triple Crown race coming up in about three weeks here in NYS with American Pharoah, the winner of the Kentucky Derby.

We look forward to Belmont Stakes Racing Festival. This is the first year we are doing three days, June 4th through 6th, Thursday through Saturday. We have 17 stakes races and concerts. We are also partnering with our friends at the Jockey Club and hosting the Pan American Racing

TAC minutes 5/15/15 5

Conference for the first time in New York during the Stakes. We are getting over 300 people from South America to be involved in roundtables regarding the Thoroughbred industry and will take them around New York.

We are doing $5 million in transportation upgrades through the LIRR. We have enhanced WiFi and are going to cap attendance at 90,000 because guest experience and safety are critical.

Then we go into Saratoga on July 24th and end on Labor Day, September 7th. There are special events every day and we will continue to partner with Taste NY and New York vendors.

We are working closely with Gavin and the team because really want to further tourism in NYS. Cristyne Nicholas:

The fact that you're capping the attendance this year, would you consider allowing racing fans to watch the race live like on simulcast at Saratoga or at another venue?

Lynn LaRocca:

We have a beautiful facility called Longshots at Aqueduct. We put over $1 million in enhancements and it will have live simulcasts. Saratoga is not ready because it is too cold now.

Tom Mulroy:

I recently noticed that the USTA generated over $700 million just for the TV at the U.S. Open. They reinvest that money to promote the sport around the country, for example with a $100 million youth training center in Central Florida. Someone donated 85 acres of land and they are putting that money back into the facility. The USTA said they were looking for a northeast venue as well for a youth training center. They also seek sponsorship from companies like Gatorade and Wilson. Because USTA generates a great deal of money in NYS, we seem like a strong candidate to house such a facility, perhaps with a similar public / private partnership of someone donating land.

V. Summer Event Strategy - Lizete Monteiro (see attachment)

Before we get into the actual plan for 2015, I just wanted to recap what we did in 2014: o We had presence at 50 events across the state o We created a mobile visitor's center, which we refer to as our “pod” o We collected 5,000 e-mail addresses from people o We successfully stimulated the intent to travel in NYS

Key takeaways: o Larger events provided the opportunity for more visitors. o Staff impacted the quality of engagement and overall credibility. o The content that we had to offer was really a key in selling attractions. o There was a higher interest in travel conversations at the start of the season.

This year we are going to focus on fewer but larger events with very high attendance numbers. o We are increasing our footprint and staffing at each event to maximize reach. o We are training our staff to be experts in NYS travel. o We are going to customize the content by events. o We are loading the schedule leading into summer and fall, rather than later in the seasons.

Our mission is to get people’s attention and inspire travel.

Our overall approach for our activations we internally call, “Find what you love.” We think visitors sometime need a little more inspiration and direction, so we are creating an activation that helps.

We want as many emails as possible, with having people sign up for our newsletter. Alexandra Stanton:

I would think that email addresses acquired by other state agencies could all receive an email asking if they would like to receive ILNY newsletters. The State Department of Ed, the Parks Department, and others have email lists. There's no reason they couldn't get an e-mail asking whether they want to opt in since list acquisitions is often expensive.

Thomas Regan:

I have made a note to investigate. Lynn LaRocca:

I would love to offer up the NYRA email list. We have probably about 125,000 people on it and we send out emails regularly. I would be happy to put banners or links.

TAC minutes 5/15/15 6

Cristyne Nicholas:

Have you thought about finding another way to distribute itineraries? For travel agencies as they are booking trips, they are not going to give a suggested itinerary unless it is right in front of them.

In addition, can you send out an email of the various events that I Love New York supports? Alexandra Stanton:

How do TAC members participate in event activations? What kind of interaction do you want? Cristyne Nicholas:

We definitely want you to come because you are the spokespersons for tourism. If you are able to attend something where we have a booth, it would be helpful.

Lizete Monteiro:

Most events are on the weekends, so we are bringing the pod down to NYC during the week to parks and farmers markets.

VI. New Business Dan Fuller:

We are opening a Wake Park on Bristol Mountain and hope to have it completed in four weeks.

It is a two-cable system on the lake, the first installation in NYS and the first in the northeast. There are only 14 of these systems in the country, although it's very popular in Europe. There is a small two-tower system for beginners to learn how to water ski, wake board or kneeboard. The five-tower system goes around the entire perimeter of the lake, which is about 26 acres. People will be able to maneuver through jumps and different features as they become more accomplished, just as if they would in a snowboard park.

We are very excited about it. It brings an activity to a huge population now that never had access before because prior you had to own a boat or have a cottage on the lake in order to enjoy it.

Meeting adjourned: 12:25pm

Motion by Alexandra Stanton

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The New York Racing Association • The Finest Racing in America

– 250 days of live racing – 1.7 million attended a NYRA track in 2014 – $2.5 Billion in Handle

New York Racing Association

• Belmont Stakes Racing Festival – 3 days: June 4-6 – 17 stakes races – $10 million in purses

• Enhanced Guest Experience – Post-Race Concerts – O.A.R. and Goo Goo Dolls – $5 Million in transportation upgrades – Enhanced WIFI, Cellular Service – Improved hospitality and concession menus

New York Racing Association • Stars and Stripes Festival

– July 4 – International Racing Festival – 6 Stakes Races – $3.8 Million in Purses

• Packaged with the BSRF – Free general admission provided

New York Racing Association

• Saratoga – July 24-September 7

• Key Racing Dates – Whitney Day: August 8 – Travers Day: August 29

• Special Events – Family Mondays – NY Wines Thursdays – NY Craft Beer/Cider Fridays – Taste NY Sundays – Fabulous Fillies Day, Aug 13

New York Racing Association • Whitney Day

– Saturday, August 8 – 5 Stakes Races – 2+ million in purses

• Special Events

– Live National Anthem Singer – Live entertainment – Fan of the Day Prize – Fashion Saturday – Tee-Shirt Gun – Mascot Appearance

New York Racing Association

• Travers Day – Saturday, August 29 – 7 Stakes Races – $6+ million in purses

• Special Events – Live National Anthem Singer – Live entertainment – Fan of the Day Prize – Fashion Saturday – Tee-Shirt Gun – Mascot Appearance

New York Racing Association • Digital Platforms

– NYRA.com • Enhanced wagering interface • HD Video • NYRA.com accounts

New York Racing Association

• Digital Platforms – BelmontStakes.com

• Redesigned site with modern feel

New York Racing Association • Digital Platforms

– Social Media • Facebook: 50,300 fans – up 33% from 2014 • Twitter: 22,888 followers – up 35% from 2014 • Instagram: 5977 users – up 64% from 2014

New York Racing Association

A Division of Empire State Development

5/12/2015

2015/16 Events Framework & Activation Plan

2

2014: WHAT WE ACCOMPLISHEDPresence at 50 NYS events in 20 counties

Created a Mobile Visitors Center and concierge service (aka “The Pod”)• providing thousands with NYS destination, attraction, and vacation recommendations• collected 5,000 email addresses from people who want to hear from ILNY

Bolstered a realization that New York State has world class attractions• used digital, interactive content, video, and large format photography to showcase offerings and complement

printed materials

Put a face to the I Love NY brand and campaign, making a striking impression that NYS cares

THE RESULTS: we successfully stimulated the intent to travel • 67% who visited our booth got new ideas about places to see and go in New York State• 67% are highly likely to plan a NYS getaway or recommend one to a friend

3

2014 KEY LEARNINGS

Larger events provided opportunity for more visitor reach.

Staff impacted the quality of engagement, number of interactions and overall credibility of information.Content is key to selling all the State has to offer. Photos sold attractions.Higher interest in travel information at the start of the season(s). May, June, part of July and September.

2015 APPLICATION:Focus on fewer but larger events with high attendance numbersIncrease footprint and staffing at each event to maximize reachTrain staff to be experts in New York State travelCustomize the content for events; increase digital content Heavy up schedule leading into summer and fallMake it FUN for visitors

4

2015 PLAN

5

Consumer Journey In the consumer journey, events finds its place in ‘discovery’.

In our mission to inspire travel, we aim to help visitors discover and explore the New York they may not otherwise know, driving the next step in the funnel - intent.

In 2015, we will sharpen our focus on broadening consumer knowledge of NYS gems, giving them the impetus to travel.

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The Approach: Find What You Love

Visitors often need more than inspiration, they need direction.

For those not quite sure where they’re headed, we’ll help them find their way.

The path to discovery will begin with fun, interactive and engaging activations.

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Home Base

The “Pod” serves as a New York State mobile visitors center.

• The 2015, we’ve expanded it’s footprint, and made it more inviting with multiple points of interactions, allowing us to further engage consumers.

• Whether it’s open and active or closed and traveling, it acts as a moving billboard for NYS.

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Find What You Love:Build Your NYS Bucket List• A large touch screen will feature an

interactive map of NYS. Visitors will select areas of interest and a location they’d like to explore.

• Icons will appear on the map indicating locations and a touch of the icon will uncover attraction information.

• Visitors will be able to add the attractions to their personal bucket list and have it emailed when they’ve finished exploring.

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Social Photo Fun

• Visitors will pose for a photo and then step over to a screen where their image is superimposed over an unnamed location somewhere in NYS.

• The user then has to guess their location via touch screen, creating a more fun engagement.

• All visitors will receive their photos via email and be encouraged to share it via social platforms.

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NYS Trivia Challenge• Trivia games proved to be a very successful

tool for discovering what our great State has to offer. We’re creating more versions of the game, customized to event themes and lines of interest.

• Email capture will also be added to the game, allowing for an easier and more cohesive method of collecting email addresses.

Great Itineraries• To compliment our digital exploration tool, we’ll

produce a series of printed itineraries that are regionally focused giving visitors a clear sense of how to build a great getaway.

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WE LOOK FORWARD TO A SUCCESSFUL TOURISM SEASON!

New York State

Sports Commissions

May 5, 2015

Madison Square Garden, NY, NY

Albany County

Convention &Visitors Bureau • Gina Mintzer, CMP, MHA - Director of Sales

Albany Assets/Obstacles • Assets

• Colleges / Universities, national recognition, NCAA events

• Proven sports destination / high ticket sales for national/regional

events

• Recession-proof annual youth sporting events

• Location within the State

• Tournament services / attendance-building marketing

• Obstacles

• Bid fee monies

• High cost of State University facility/no customer service

• County/City/Town Facilities not willing to work with CVB

Venues

• Times Union Center

• Siena College

• University at Albany

• Hudson Valley Community College

• Local high schools, middle schools – gyms, soccer-

baseball-softball

• Ice hockey facilities

• Babe Ruth/Cal Ripken baseball fields

Visit Buffalo Niagara

and Sports Commission

Peter Harvey

Director of Sports Development

Buffalo Assets/Obstacles

• Assets

• Buffalo has become a hotspot in recent years for college

and amateur athletic tournaments, from USA Hockey to

the first and second rounds of NCAA men’s basketball.

• The Sports Commission assisted in attracting and

hosting 169 events in 2014 for an economic impact of

nearly $62 million

• Obstacles

• Funding

• Facility availability

Venues

• Northtown Center at Amherst

• Harborcenter

• Burt Flickinger Center

• University of Buffalo

• Riverworks

Greater Binghamton

Convention & Visitors Bureau • Judi Hess- Tourism and Special Events Manager

Binghamton Assets/Obstacles

• Assets

• Greater Binghamton has a long history of hosting sports from professional to amateur. The Greater Binghamton CVB has hosted events from the local level all the way to the national sports stage. The Empire State (Summer games), ILOVENY Cup Gymnastics, US Lacrosse, AJGA, are some events that has been hosted in Binghamton.

• In 2014 the economic impact of sporting events in Greater Binghamton was in excess of $14 million.

• Obstacles

• Bid fee’s

• Steady funding for long term planning

Venues

• BAGSAI Softball Complex

• Binghamton University

• Broome-Tioga Sports Complex

• Chenango Ice Rink

• The Edge Indoor Sports Complex

• Floyd Maines Veterans Memorial Arena

• Golf Courses

• Greater Binghamton Sports Complex

• Grippen Park BMX

• SUNY Broome Ice Center

Long Island CVB &Sports

Commission • Jennifer Rothman-Sports Sales Manager

Long Island CVB & Sports

Commission • ASSETS

• Becoming part of the CVB back in 1998 for the Goodwill Games, Long Island Sports Commission has hosted numerous sporting events from youth to professional. Home of the 2002, 2004 & 2009 US Open Golf Championships, and the Belmont Stakes, Long Island has a lot to offer as a sports destination

• Plenty of facilities to accommodate all different types of events

• Obstacles

• Funding

• Bid fees

• Communication with County Executives

• Lack of availability and high cost at Colleges/Universities

• No Convention Center

Venues

• Multiple Colleges/Universities

• State/County Parks

• Nassau County Aquatic Center

• 3 2-sheet Ice Rinks

• Nassau County Veterans Memorial Coliseum

• Private/Public Golf Courses

• Mitchel Athletic Complex

• Baseball heaven- Baseball Athletic Complex

Monroe County Sports

Commission

• Scott Bell

• Richard Mackey

Monroe: Assets/Obstacles

• The Rochester/Monroe County area is nationally

recognized for being a successful sports capital largely

because of its community-based

participation. Rochester/Monroe County residents enjoy

a high quality of life and prosperity as the result of the

efforts of the Sports Commission.

NYC & COMPANY

April 2015

Home to 14 professional sports teams, more than any other metropolitan area in the US

An average of 515 professional and over 1,000 collegiate contests take place in NYC annually

Over 800 athletic fields, 550 tennis courts, 66 public pools,

48 recreational facilities, 14 golf courses and 14 miles of beaches.

Host of top international sporting events: US Open (tennis), ING New York City Marathon, Adidas Grand Prix, the Belmont Stakes, Wrestlemania 2013, 2013 MLB All-Star Game, 2014 Super Bowl and 2015 NBA All-Star Game.

A diverse population of residents from over 100 countries and all 50 states that supports a broad range of sports: Dragon boat races in Queens, Gaelic Games in the Bronx, cricket in Brooklyn, rugby in Manhattan or mountain biking on Staten Island.

SPORTS MARKET NYC: A CRUCIAL

SPORTS MARKETING DEPARTMENT NYC & COMPANY

• Attracts sporting events to the New York City area

and maximizes their impact on the City’s

hospitality industry

• Promotes New York City as a top destination for

sports tourism

• Maintain relationships with professional, collegiate

and high school athletic organizations and teams

• Manage the NYC Mayor’s Cup sports series

• 10 events featuring the best high school

athletes from across the five boroughs in the

following sports:

o Basketball, Baseball, Chess, Cricket,

Cross Country, Lacrosse, Soccer,

Softball, Track & Field, Wrestling

Syracuse Convention &

Visitors Bureau • Jeff Mickle-Sports Development Director

Syracuse Assets/Obstacles

Assets

• Nationally recognized University that allows us to attract

NCAA events and promote our destination brand.

• Diverse venues fitting our four distinct seasons allowing us

to compete for events year round.

• Strong local sporting interest groups that help with securing

big brand events like IRONMAN, B.A.S.S. etc.

• Location within the state.

• Tournament services/attendance building efforts.

Syracuse Assets/Obstacles

Obstacles

• Financial challenges in securing events (bid fees) and

facilities, and in servicing the events that are here.

• Lack of understanding and appreciation of what is

accomplished by local and state leaders.

• Educating the decision makers and purse string

controllers that this is a competitive environment.

Syracuse Venues

• Syracuse University/Carrier Dome

• LeMoyne College

• Onondaga Community College

• Onondaga County Parks

• Local schools

• Oneida and Onondaga Lake

Obstacles:

• Like a lot of the regions you will see that we all have

difficulty in funding certain sporting event. This could be

from paying bid fee’s to bid on a certain event to funding

the facility cost. Some regions do have certain “monies”

that they can provide, but with some assistance, New

York could host more events to help offset these costs.

Mission

• The mission of starting a New York State Sports Alliance

(NYSSA) is to represent New York State as one of the

leading destinations in hosting Sporting events. The

individual CVB/SC’s are looking to partner together at

Sports Industry Tradeshows (National Association of

Sports Commission, CONNECT Sports, Sports

Relationship Conference and TEAMS) to represent New

York State as a whole.

2015 Tradeshows • National Association of Sports Commissions (NASC)

• April 26-30, 2015 Milwaukee, WI • Appointment based show with educational sessions

• Sportslinks (United States Olympic Committee) • August 25-26, 2015, Pittsburg, PA

• Appointment based show with meeting with all NGB’s

• CONNECT Sports (Collinson Media) • August 27-30, 2015 Pittsburg, PA

• Appointment based show with Education Sessions

• Aquatics (USA water sports) • September 26-30, Kansas City, KS

• Booth with no appointments (traditional tradeshow)

• Sports Relationship Conference (Sports Event Magazine) • October 5-9, 2015, Shreveport, LA

• Appointment based show with Education Sessions (smaller show)

• TEAMS (Sports Travel Magazine) • November 9-13, 2015 Las Vegas, NV

• All CVB’s/Sports Commissions have a booth and Sport Organizers make appointments with us

A Division of Empire State Development

9/21/15

Summer 2015 Program Update

Tourism Advisory Council Meeting

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Summer Advertising Spanish language and agri-tourism commercials

Adirondacks NYC bus ads

MTA Out of Home ads

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Summer Advertising Weekly and Monthly Event Calendars

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CFA update Market NY • $12 Million in funding available

– $5 million working capital – $7 million capital

• CFA opened May 1, 2015 and closed July 31, 2015

• 202 finalized applications were received for Market NY Round 5

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Industry Relations Regional Charrettes • Meetings with all eleven vacation

regions in order to align regional efforts with the state’s marketing strategy.

• Learning about regional priorities and discussing the optimal role the state can play in the customer journey.

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International Initiatives FAM Tours, Trade Shows, and Sales Missions • IPW Trade Show, Orlando • UK Cycling FAM Tour • National Geographic Magazine FAM Tour • Underground Railroad Heritage FAM Tour • ILNY Canada Sales Mission • Germany Press Tour and Operator Trip • Women Only UK Trip • African / Dutch FAM Tour

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Digital Initiatives Viator listings • The world's leading resource for researching,

finding, and booking the best travel experiences • Over 50 NYS attractions

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Digital Initiatives Path Through History website • New user friendly design • Trip planner to save and share travel ideas • Interactive map pinpoints locations and provides driving directions.

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Publications

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Segment Travel Path Through History Weekend • A showcase of New York State's rich and

fascinating history • Features hundreds of events happening at

historic and cultural destinations throughout NYS • 60% increase in events from last year

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Segment Travel LGBT Events • Finger Lakes Pride, Geneva • Black and Latino Gay Pride,

Albany • Buffalo Pride, Buffalo • Queens Gay Pride, Jackson

Heights • Hudson Valley LGBT Pride,

New Paltz • Brooklyn Pride, Brooklyn • Capital Pride, Albany • Long Island Pride, Huntington • Pride Palooza, Binghamton • Queen City Pride,

Poughkeepsie

• Rockland County Pride, Nyack • Central New York Pride,

Syracuse • Hudson Pride, Hudson • Orange County Pride, Warwick • Harlem Pride Harlem • New York City Pride Fest,

Manhattan • Staten Island Pride Fest, Staten

Island • Rochester Pride Festival,

Rochester • Bronx LGBTQ Pride & Health

Fair, Bronx

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Segment Travel Tourism Outreach • Eagle Academy Fishing Trip • Central Park Fishing Demo

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Public Relations June – August 2015 • Total clips: 756

(Print/Online + Broadcast) • Total reach: 301,872,350

(Circulation + Viewership)

• Earned media: $14,306,060.23 • Press trips and FAM tours: 23

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Public Relations Fall Media Night • 88 media attended the event and

met with the vacation regions to discuss new developments, fall travel offerings and worked on potential story angles

• 17 tour operators and concierges also attended

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Partnerships jetBlue Airways • Cobranded shirts at NYC Pride • Citywide ad campaign

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Partnerships Delta Air Lines • Cobrand launch at NYSE • Grand Central and print

ad campaign

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Strategic Initiatives NYS Lotto • New I♥NY® Cash & Travel scratch off ticket • Curated vacations to each of the 11 vacation

regions have been developed as prizes • Players can win the trips through the instant win

on the scratch off ticket or the second chance drawing on NY Lottery’s website

• The scratch-off ticket goes on sale October 13th • A full-scale media plan to promote the ticket will

launch shortly after

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Strategic Initiatives Summer Tourism Displays Empire State Plaza, Albany

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Events I LOVE NY Pod • Launched to increase

exposure and engagement • A mobile tourism booth • Focal point and inviting

events display • A moving billboard as it

traverses the State • Experiential elements to

enhance the customer experience

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Events Governor’s Challenge Events • Adirondack Challenge July 19 • Bassmaster Challenge July 26

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Events New York State Fair • First ever LGBT Day • Brought LGBT and mainstream media

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Thank You!

Taste NY Highlights for the NYS Tourism Advisory Council - September 2015

Taste NY Events

• Since 2013, has participated in 113 events including Super Bowl XLVIII, LPGA, the Summer Fancy Food Show

• Almost $475,000 in gross sales of local products in CY 2014

• Over 5.9 million people attended, creating brand exposure for Taste NY and promotional opportunities for some

1,100 food and beverage producers.

Taste NY Retail Presentations

• Now 12 different retail presentations

NYS Thruway – Chittenango, New Baltimore, Sloatsburg, Pattersonville Travel Plazas Airports - LGA Airport, JFK Airport, MacArthur Airport State Highways – Todd Hill (TSP), Broome Gateway (I-87)

Other – Javits Center, Grand Central Terminal, Marketplace at NYS Fair • Produced over $1 million in gross sales in CY 2014

• Roadside venues are providing additional agritourism

benefits

Taste NY Market at Todd Hill (TSP) • Opened June 10, 2014 • Over 100 local growers and producers have had product

on the shelves

• Over $282,000 in gross sales in first six months of operation

• Supports regional agritourism and many suppliers have attributed sales growth to referrals from Todd Hill staff

• New for 2015 • New York Penn League Stadiums include:

• Tri-City Valley Cats • Auburn Double Days • Hudson Valley Renegades • Batavia Muck Dogs

• Albany Times Union Center

Taking Taste NY out to the Ballpark

Taste NY Vending • Unique effort to showcase and serve local products • Partnering with the NYS Automated Vending Machine

Association and NYS Commission for the Blind (OCFS)

• First machines were showcased at The Great NYS Fair. Machines are now in operation at Clifton Park Rest Area, Broome Gateway Rest Area, Ag & Markets Lobby, NYS Capitol Building and Legislative Office Building

Retail Liquor Store Initiative • Effort to identify and showcase local wines, spirits and cider in

retail liquor stores • Partnered with the NYS Liquor Store Association and affiliated

groups

• Provided point of sale (POS) materials to participating stores, including holiday poster promoting “Taste NY”

• Showcased NY wine, beer, spirit, cider and food producers at NYSLSA 5th Annual Holiday Trade Shows in Rochester and Albany (nearly 90 participants)

Roadside Signage • Over 400 sites identified as Taste NY destinations

• NYS Thruway and DOT have rebranded existing signage

• Ag & Markets continues to work with NYS Thruway and

DOT to facilitate signage for Taste NY destinations

Major Expansion for 2015 • Governor Andrew M. Cuomo announced a major

expansion for the next phase of Taste NY, on October 14, 2014.

• This commitment will triple the gross sales of participating vendors in 2015.

• The program’s proposed expansion includes new options for purchasing goods online and a “Taste NY Office at Brooklyn” to strengthening the connection between upstate producers and downstate consumers.