Hospitality Outlook
Friday, March 2, 2018
February 29, 2018
WelcomeStephanie BrownPresident & CEOExplore Asheville Convention & Visitors Bureau
Mid-Year Business ReportStephanie BrownPresident & CEOExplore Asheville Convention & Visitors Bureau
BCTDA MissionTo be a leader in the economic development of Buncombe
County by attracting and servicing visitors, generating income, jobs and tax revenues which make the community
a better place to live and visit.
Occupancy tax creates a funding stream to market
the Asheville area, building the customer
base & enhancing economic vitality.
Direct Spending of $1.9 BillionDistribution by Segment in Millions
Food, $519.70
Retail, $430.80
Lodging, $426.50
Recreation, $265.50
Transportation, $222.00
Air, $3.80
Source: Tourism Economics, 2016
Second Home Value,
$81.20
Total Business Sales of $2.9 BillionDistribution by Segment in Millions
Construction$61.80
Manufacturing$23.70
Wholesale Trade$26.30
Transportation$110.90
Retail $480.50
Gasoline Stations$133.20
Communications$55.00
Finance/Ins./Real Estate$389.70
Business Services$182.20 Education/Healthcare
$110.40
Recreation/Entertainment $241.40
Lodging $427.80
Food/Beverage$581.60
Personal Services$84.10
Government$28.10
Tourism in Buncombe County generates
$203 million in state & local taxes, representing
$1,800 per household
26,700 jobs in Buncombe County are supported by
the visitor spending
Average wages in Buncombe County
accommodations exceed state average by
16%
Visitor spending produces 43% of sales taxes
and 18% of property taxes.
Lodging properties alone paid $25 million in sales taxes and $8 million in property taxes in 2017.
New hotels in the construction pipeline will add $5 million of property
tax revenue.
TPDF has awarded a total of
since the fund’s inception$34.5 million to 34 projects
Marketing& PR
VISITOR ARRIVALS From TDA Marketing
Advertising Investment3 Seasonal Campaigns:
$8 Million Net Media Spend
59 Million Target Audience Reach
600 Million Impressions
Plus, continuous PR, Digital, Search, and Social
YTD Produced 2.3M Web Visits and 1.6M Video Views, 8% increase in Lodging Sales
Harvest CampaignAugust 7 – September 17
• $2.7 M Net Media Spend
• TV, Radio, Print
• Digital (video, native, display and retargeting)
• “Let the Magic Find You”
Focus Markets:
Atlanta, DC, Jacksonville, Orlando, Cincinnati, Nashville, Raleigh, Charleston, Columbia, Knoxville, Greensboro, West Palm Beach, Tampa
Harvest CampaignDigital
Holiday CampaignOctober 23 – December 22
• $113K Net Media Spend
• Digital Only
• “Let the Holiday Magic
Find You”
Focus Markets:
Charlotte, Raleigh,
Greensboro, Atlanta,
Charleston, Columbia,
Knoxville
Winter CampaignJanuary 8 – February 28
• $92K Net Media Spend
• Digital Only
• “Cozy Up in Asheville”
• Evergreen Assets
Focus Markets:
GA, NC, SC, TN, WV, VA, KY
Winter Campaign
Spring CampaignMarch 5 – May 21
• $5M Net Media Spend
• TV, Radio, Print
• Digital (video, native, display, retargeting, paid social)
• “The Magic of Spring”
Focus Markets:
Atlanta, Raleigh, Charlotte, Nashville, Cincinnati, Jacksonville, Orlando, DC, Charleston, Columbia, Knoxville, Greensboro, West Palm Beach, Tampa
PR Outreach YTDMedia Connections• 458 media touchpoints• 655 proactive pitches• 37 hosted media site visits
Media Tours• Fall Tour: Charleston to Atlanta• SATW Marketplace
(Society of American Travel Writers)• Charlotte Media Event with VisitNC• NYC Media Tour & International Media Marketplace• Winter Tour: Chattanooga, Knoxville & Tri-Cities• Atlanta Media Event with VisitNC
UP NEXT: VisitNC 365 Marketplace, NYC Media Mixer, Ohio Valley Media Mission
PUBLICITY REACH: 3.2 billion ytd
PR: Earned Media
“Top 15 Cities in the U.S.”“48 Hours in Asheville”
“18 Places to Visit in 2018”“48 Hours in Asheville: Where to Eat & Drink”
“Best Cities in the U.S.”
“Best Small Cities in the U.S.”
“30 Most Exciting Food Cities”
“Coolest Places to Go in 2018”
Music Initiative• 10 media outlets hosted including Billboard, Paste,
Consequence of Sound, American Songwriter, JamBase, UpRoxx, No Depression, Fodor’s Travel
• More than 50 Asheville music businesses featured on immersive media itineraries
• Local music publicity partner: Mason Jar Media• Combined Editorial Reach: 52.9 million (potential
coverage)
Consequence of Sound:1.4 million readership7,216 social shares
Fodor’s1.7 million readership2,231 social shares
Music Accolades
The 12 Best Music Towns in the Nation -- Expedia
9 Best Destinations for Music Lovers -- Smarter Travel
America’s 12 Greatest Music Cities, Ranked -- Thrillist
Exploring Asheville: 5 Days in a Musical Oasis -- Jambase
Why Asheville’s Music Scene is like Nothing You’ve Ever Experienced -- Fodor’s
Asheville is America’s Next Great Music City --Consequences of Sound
Group Sales & Service
FAM TRIPSAmerican Bus Association56 Individual Visits YTD
CLIENT EVENTSWashington, DCIMEX Int’l, Las VegasAENC, RaleighABA, Charlotte
TRADE SHOWS25 International, National, Regional and State Events
CLIENT ENGAGEMENT ytd
SPONSORSHIPS• ASAE Headshot Loung• Smart Meetings West• M&C Interact Southeast• Spirit of Hospitality
CLIENT EVENTS• Washington, DC• IMEX Int’l, Las Vegas• AENC, Raleigh• ABA, Charlotte
CLIENT ENGAGEMENT ytd
7,491 Direct client contacts
37,388 Indirect client contacts
435 Sales Leads issued
239 Leads turned definite
50,000 Room nights booked
BY THE NUMBERS ytd
Thank you