Watkins Glen Area Chamber of Commerce2016 Annual Meeting
It takes a community!
Benchmarks
2010 2011 2012 2013* 2014 2015 2016** TOTAL Room Tax Revenue 314,670.35 349,175.15 11% 366,688.37 5% 397,233.88 8% 395,479.83 0% 456,030.82 15% 500,000.00 10% 59%Chamber Revenue 216,519.97 252,067.28 16% 271,003.95 8% 360,124.58 33% 320,655.17 -11% 314,139.21 -2% 308,235.00 -2% 42%Total Revenue 531,190.32 601,242.43 13% 637,692.32 6% 757,358.46 19% 716,135.00 -5% 770,170.03 8% 808,235.00 5% 52%
Member Count 333 337 1% 343 2% 351 2% 381 9% 410 8% 461 12% 38%
Visit Center Walk-ins 20,012 17,813 -11% 17,693 -1% 18,612 5% 19,308 4% 22,836 18% 30,506 34% 52%Website Visits 68,691 79,356 16% 92,175 16% 116,618 27% 51,865 -56% 117,281 126% 127,913 9% 86%Fulfillments 5,709 1,929 -66% 9,422 388% 12,769 36% 8,531 -33% 7,231 -15% 3,703 -49% -35%
*$60,868.45 Sale of Building ** Numbers are annualized
All benchmarks are up significantly, with the exception of fulfillments. But, as you’ll see later in the presentation, online travel guide downloads are up 25%, so that suggests many people are viewing the Travel Guide digitally.
2015 – 2017 Strategic Plan
2015 – 2017 Strategic Plan ScorecardStrategic Goal #1: Increased memberparticipation in programs
Removed attendance fees to mixers and quarterly education sessions
Extended personal invitations to events Special drawing at mixers Advanced education series – Small Business Think Tank Created business kits online for member support Provided a variety of advertising opportunities at mixers Added the opportunity for members to make announcements at
mixers Hosted the first Health and Wellness Fair in partnership with
Cayuga Health Systems, with 46 members participating and great community attendance.
Health & Wellness Fair
2015 – 2017 Strategic Plan ScorecardStrategic Goal #2: Increased marketingefforts
Identified wish list of media outlets in which to be published
Continue to set goals on increased activity via social media outlets
Created a monthly consumer email to past and future visitors
Added a monthly blog Began to utilize the home page on
www.watkinsglenchamber.com more effectively Began to utilize relationships with regional partners
more effectively
Watkins Glen Travel & Tourism Blog
2015 – 2017 Strategic Plan ScorecardStrategic Goal #3: Enhanced visitorexperience
Increased agri-tourism efforts for and provided leadership efforts with Harvest Schuyler
Worked with local farms to organize tours and began promoting them
Worked with the local farming community to create ways to support the local farmers’ markets
Organized “Friday on Franklin” for every month this yearFriday on Franklin
2015 – 2017 Strategic Plan ScorecardStrategic Goal #4: Position the Chamberfor long-term financial stability
Formed an Annual Diversified Revenue Task Force Offered wine tasting in the Visitor Center on
occasional Tuesday afternoons Offered an FLX Pop Up Shop for local growers and
creators on Sunday afternoons Held the first annual SPARK! Regional Leadership
ConferenceSPARK! Leadership Conference
New Strategic Plan
New Strategic PlanSurvey Results
• 124/457 members responded to the survey (27%)
• The Top Three Returns on Investment for our members:1. Interest in growing business2. Interest in building/expanding professional networks3. Interested in being more involved in the community
• Most members think that the Chamber is performing “very good” against their mission.
New Strategic PlanSurvey Results
• “Be clear on what they want to become and take actions one step at a time to improve starting with the highest priority ideas that will have the most impact to the members and its community.”
• “Assistance with non-profits who serve low income persons; the not the typical target for the Chamber.”
• “Last minute info sent to the Chamber helps fill my rooms.”• “Too soon to see real growth, but expect future gains.”• “There are other businesses than restaurants, hotels, and
wineries.”
New ProgrammingSPARK! Leadership Conference
Learn more and registerfor the 2017 Conference:watkinsglenchamber.com/spark
New Programmingi-Lead
New ProgrammingHealth & Wellness Fair
New ProjectWatkins Glen State Park
Chamber MarketingNew Marketing Collateral
The Top 10
1. Referrals2. Information Sharing Services3. Education and Leadership Development Opportunities4. Unique Networking Opportunities5. Complimentary Marketing Opportunities and a Marketing Help Desk6. Members First Initiative7. Customizable Landing Page8. Support Services9. Grand Opening and Milestone Celebration Services10.Your Bottom Line Is Top of Mind
Chamber MarketingNew website launched September 12, 2016
• Funded by 2016 Matching Funds award from I Love NY
• Designed by Adworkshop• Updated content and new copy• Search engine optimized and fully
responsive• Designed to be searchable,
intuitive menus, and very user-friendly
• Launched in concert with a new member database, Weblink
Chamber MarketingNew website launched September 12, 2016
• New menu options, deeper diving, easier to navigate.
• Richer content.• Better use of imagery.• Searchable from the homepage.• Equal focus on Chamber initiatives
and information and Tourism initiatives and information.
• Easier for members to access their landing page for editing and updating.
Tourism MarketingInternational & National Press
Top-Tier Placements
• USA Today – 4 Schuyler County attractions hit the top spots on 10Best lists including Watkins Glen International for Best NASCAR Track, Watkins Glen Harbor Hotel for Best Waterfront Hotel, Finger Lakes Wine Festival for Best Wine Festival, and Watkins Glen State Park was voted the #3 State Park
• Expedia – one of the 55 Most Beautiful Destinations in the world• Zagat – “8 Reasons to Drive the Finger Lakes”• AAA Car & Travel – cover and interior story• Trip Advisor – Watkins Glen State Park named one of the Top-Trending US Attractions• Huffington Post• CBS
2016 Earned MediaEarned media = publicity gained through promotional efforts other than advertising.
TIME + EFFORT + RESOURCES = RESULTS!
From Hosting
• Canadian Television Morning Show Segment – Viewership: 725,918• Curious Creature Travel Blog and Creator’s Commune Travel Blog.
Combined UVM: 10,200• Paste Magazine – UVM: 5.6 million• AAA Magazine – cover of July/August Issue of Car & Travel
Magazine, plus article inside. Circulation: 94,000 / Pass Through: 2.8 million
• Huffington Post – two articles by Liz Cleland. UVM: 80+ million• Western New Yorker Blog – UVM: 51,000+• Good Day Charlotte Television Show• Wander the Map Photo Essay
Approximate Reach: 89+ Million People
From Matching & Pitching
• CBS Money Watch – Growing Cider Production in the Finger Lakes and Beyond. Viewership: 429,995 plus 500 radio affiliates broadcasting to millions
• Am New York – 5 Charming Destinations for your Next Romantic Getaway. In print and online. Circulation: 325,469 / UVM: 239,408
• Elite Daily – Orange Wine Story. UVM: 949,688• Destinations Magazine – Cover image. Readership: 24,000• Time Out New York – Escape New York. Circulation: 305,000 /
UVM: 3.5 million
Approximate Reach: 5+ Million People
2016 FAM ToursHosted 35 writers andtravel professionals
April• Jill Fergus, AAA Car & Driver• Caleigh Alleyne, CTV and Freelance• Solmaz, Freelance
May• Evan Williams, Freelance and PureADK• Micah Kvidt, Wander the Map• Jenna Kvidt, Wander the Map
June• Andra Chantim, Redbook• 9 Chinese Tour Operators
July• Liz Cleland, Western New Yorker, Huffington Post,
Freelance• Tamela Rich, Bon Appetit Appalachia
August• Renee Blodgett, We Blog the World• Samantha Feuss, Have Sippy Will Travel• Shannon Schmid, Milk and Cuddles• Michael Schmid, The Daddy Blog• Julie and Charles McCool, Fun in Fairfax, Freelance• Sandra Scott, Freelance• Lauren Yakiwuchuk, Justin + Lauren• Liz Weeden, Quinn PR
September• Gary McKechnie, Freelance• Liz Cleland, Western New Yorker, Huffington Post,
Freelance• Angela Tiffin• Karyn Locke• Erin Marie, The World Wanderer• Julian Stall & Paige Villiard, Wine Awesomeness• Kateryna Topol, Paths to Travel
2016 FAM ToursHosting = RESULTS!
2016 FAM ToursHosting = RESULTS!
2016 FAM ToursHosting = RESULTS!
2016 FAM ToursHosting = RESULTS!
2016 Earned MediaTIME + EFFORT + RESOURCES = RESULTS!
Tourism MarketingBenchmarks
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2016 2015
Unique Web Visits
Increase 52%
0
50
100
150
200
250
300
350
400
450
500
2016 2015
Travel Guide Downloads
Increase 25%
24,000
25,000
26,000
27,000
28,000
29,000
30,000
31,000
2016 2015
Visitor Center Walk-Ins
Increase 14%
2017 Tourism Assistance Program
Arc of Schuyler (Grand Prix Run) - $2,000ARTS Council of the Southern Finger Lakes (Fiddler’s Gathering) - $9,000Finger Lakes Cheese Trail (Finger Lakes Cheese Festival) - $5,000Finger Lakes Distilling (Summer on Ice) - $2,000Finger Lakes Film Society (Seneca Film Festival) - $5,000International Motor Racing Research Center - $4,500Schuyler County Historical Society - $17,500Schuyler County Lodging & Tourism Association - $1,500Schuyler County Veterans Memorial Park - $2,000Seneca Lake Wine Trail (Seneca Lake Wine & Food) - $3,000Watkins Glen Promotions - $20,000
$71,500 = 15.5% of the Room Tax Dollarsreceived by the Chamber
Granted $71,500 to 11 organizations
MarketingSocial Media Benchmarks
In 2016:
Facebook Posts: 596Tweets: 3,509Instagram Posts: 153
MarketingSocial Media Handles
Be sure to follow us!Facebook: Visit Watkins Glen & Schuyler County • Watkins Glen Area Chamber of Commerce
Instagram: @visitwatkinsglen
Twitter: Schuyler County Tourism (@tourwatkinsglen) • Chamber (@WGAreaChamber)
Harvest Schuyler Updates
3rd Annual Harvest Schuyler Celebration Facebook Group Harvest Schuyler Pop-Up Shop: 10 weeks, 4 vendors Promotion of Farm Tours
New Event Coming in January: Farmer-Buyer Networking Event
Harvest Schuyler Updates
Pop Up Shop Participants & Dates
Church Street ProduceJuly 3
Seneca Sunrise CoffeeAugust 7, August 21, August 28, September 4, September 25, October 9, October 23
Ithaca Popcorn CompanyAugust 21, August 28, September 4, September 11, September 18
Tammi’s MapleSeptember 11
Harvest Schuyler UpdatesOrganized Farm Tours
5 Businesses Offered Tours
Sunset View CreameryLively Run DairyFulkerson WineryShtayburne FarmHawk Meadow Farms
Success Story!Steve Sierigk, OwnerHawk Meadow Farms “Adding farm tours to
our offering alone paid for our
membership and has had unexpected
positive outcomes!”
Harvest Schuyler UpdatesJanuary Networking Event
Chamber Membership
Be sure you are taking advantage of the Top 10!
Make your membershipwork for YOU!
Small Business SaturdayNovember 26, 2016
• 44 Members Participating• Promotion includes website, social media, and
inclusion in radio and television interviews• Shop SMALL and enter to WIN!• Chamber of Commerce will be open 10am-4pm on
Small Business Saturday• Info: www.watkinsglenchamber.com/smallbusinesssaturday
Small Business SaturdayNovember 26, 2016
Join Us?
Join Us?
Join Us? Betty
Vinti
Join Us?
Join Us?
Join Us?
Join Us?
Join Us?
Ambassador ProgramYour Ambassadors
Eileen Peet Mindi Beheydt Paul Sydlansky Kim Wilson Bill Sitzman Sue Silhan Rosemary Petchell
Dawn Baker Joe Pavlik Jeff Frey Sarah Sarviss Cathy Hendrickson John Peckham
Chamber Events:Educational
• 1st Annual SPARK! Leadership Conference • Bi-Monthly Small Business Think Tank• i-Lead: The Base for Workplace Success for Watkins Glen High
School juniors and seniors• Leadership Schuyler Course• FAIR Training (Fundamentals of Alcohol Intoxication
Recognition) in partnership with the Schuyler County Sheriff’s Office
• The Morning Mentor Program • Schuyler Summit a marketing training for National Travel and
Tourism Week• Weblink Training to educate members on the new database • Annual Membership Meeting• Fair Labor Standards Act Seminar, Burr Consulting, LLC
Chamber Events:Networking
• Monthly After-Hours Mixers at 10 unique locations throughout 2016
• Winter Gala• Summer Rendezvous • Donald Brubaker Memorial Golf Tournament • New Member Breakfast • Job and College Fair• Chamber Connection Luncheons to educate,
integrate, and meet potential members• Harvest Schuyler to provide networking and
opportunities to farmers and buyers
Chamber Events:Promotional
Friday on Franklin Health & Wellness Fair Annual Business Expo New Member Breakfast Ribbon Cuttings & Milestone Events Harvest Schuyler Pop-Up Shop Annual Brochure Exchange Staff Orientation Property Tours Small Business Saturday Watkins Glen Night at First Arena
Chamber Events:Partnered
Tri-County Mixer at the Rockwell Museum, Corning Area Chamber of Commerce
Quality Child Care & Early Learning: A Human Resource Issue Seminar, Child Care Aware® of Steuben and Schuyler, The Corning Area Chamber of Commerce
Regional Projects Update Roundtable, Corning Area Chamber of Commerce
Middle School Conference, Watkins Glen Central School District Fourth of July Fireworks, Presented by Welliver and Sponsored by
Atwater Estate Vineyards and Fagan Engineers and Land Surveyors, PC
Chamber Night at ICE Bar, Watkins Glen Harbor Hotel Southern Tier Meet Up at Barnstormer Winery, Binghamton Meet Up
Chamber Events:Extras
• Professional Headshot Day with Timeless Treasures Photography
• Watkins Glen State Park Renovation Project Press Conference
• Eagle Scout Project Ribbon Cutting• Schuyler County Hall of Fame Induction Ceremony• Hosted Student Art Display (National Youth Art Month)
by The ARTS Council of the Southern Finger Lakes
New Programmingi-Lead Topics & Presenters
WHO ARE YOU?Assess Your Talent Inventory, Identify Your Personality Traits, Learning Styles – Testing Your Checklist, Kathleen Popovich, Watkins Glen Central School DistrictStrengths & Weaknesses, Michelle Schaut, GST BOCESCreativity, Lorraine Menio, New Image Hair Net Work, Inc.
TIME MANAGEMENTQuality of Work – Past Scholarships, Rebekah Carroll, Watkins Glen Area Chamber of CommerceQuality of Work, RC Holmes, Fagan Engineers and Land Surveyors, PCPunctuality, Time Management, Organization, Prioritization, Matthew Sharpe, Cameron Manufacturing & Design365 Calendar, Melanie Chandler, Watkins Glen Central School DistrictGoal Setting, Brian McKenzie, Finger Lakes Distilling, LLCThe Morning Mentor Event and Networking, Katherine Strawser, Watkins Glen Area Chamber of Commerce
COMMUNICATIONWriting, Brittany Gibson, Watkins Glen Area Chamber of CommerceCommunication – Verbal and Nonverbal, Rosemary Petchell, Rosemary Petchell’s Office WorksActive Listening, Matthew Hayden, Chief Assistant District AttorneyPublic Speaking, Kelly Batrowney, GST BOCESFace to Face, Ben Saks, Schuyler Hospital, Inc.
SURVIVALConflict Resolution, Adam Lawton, Youth CourtDependability and Reading People, Rebekah Carroll, Watkins Glen Area Chamber of CommercePlanning Style: Proactive vs. Reactive, Carl Blowers, Schuyler County Legislature & Hawk's View ConsultingRelationship Survival, Dorthy Caldwell, GST BOCES
New Programmingi-Lead
Student Participants:
Clara ChedzoyRyan ClarkTiffini CrissingerNicholas CrosbyRyanna LaMoreauxElizabeth MasonHanna MatusickySara McManusBrendan NeiraBrianna SmithKayla SmithAngel Williams
New Programming2016 SPARK! Leadership Conference
2016 Topics & Presenters
• Keynote Speaker: Angelo Mastrangelo• CEO’s Lessons Learned: Carl Blowers & Thomas Blumer• Leveraging Your Strengths: Jay Dinga• Power Your Performance: Kathleen Quinn• The Truth About the Multigenerational Workforce: Judith Rowe• Communication in Leadership: Assemblyman Phil Palmesano• Regional Leadership: Thomas Tranter• Self-Directed Leadership: Diane Lang• Elements of Fundraising: Jack Benjamin• Mentoring Versus Coaching: James Frame• Board Development: Dr. Norman Smith• Art and Leadership: Kathleen Quinn• How To Build Success With Changing Times, Randi Hewit• The Positive Power of Humor: Yvonne Conte
New Programming2016 SPARK! Leadership Conference
Feedback from 2016 Attendee:
“The 2016 SPARK Conference was beneficial to me on multiple fronts. First, it allowed me the opportunity to learn management and leadership techniques from some of our local business leaders. Second, and more importantly, it provided the opportunity to connect and network with these same leaders in a more intimate setting than you find at most conferences.”
– Paul Sydlansky, Lake Road Advisors
New Programming2017 SPARK! Leadership Conference
2017 Topics & Presenters
• Keynote – Dream Big: Dick Radatz• Strength-Based Leadership: Dan Mori• A Conversation on Managing Change: Mike McDonald• It’s Not How Many Times You Falls Down…: Stephen Campbell, Alan Rae, and Dick Radatz• Crucial Conversations: Chuck Crusha• Philanthropy Means Loving People – Not Bargain Shopping: Randi Hewit• Engage Randomness: John Meier• Dare to Be Different: Kathleen Quinn Matus• Evolve or Die: Robin Crow• Making A Success of Succession Planning: Judy Rowe• Stress Free Leadership (Almost): Sue Silhan• The True Art of How Anyone Can Master Public Speaking: Arel Moodie• Selling Your Brand: Dave Mansfield• Storytelling for Fundraising: Natasha Thompson• Maximizing Your Team’s Performance: James Frame• Leading on Empty: Rebekah Carroll and Dan Mori
Learn more and downloadan application:
watkinsglenchamber.com/spark
New ProgrammingHealth & Wellness Fair
2016 PARTICIPANTSAIM Independent Living Center • American Diabetes Association • American Red Cross • Burdett United Methodist Church • Catholic Charities of Schuyler County • Cayuga Medical Association • Cayuga Medical Center BirthplaceCayuga Medical Center Cancer Care • Cayuga Medical Center Heart Institute • Cayuga Medical Center Laboratory
Cayuga Medical Center Public Relations • Cayuga Medical Center Sleep • Cayuga Medical Center Wound Care • Child Care Aware® of Steuben and Schuyler a Department of Pro Action of Steuben and Yates, Inc. • Cornell Cooperative
Extension Schuyler County • Elmira Business Institute • Essential Discovery • Exercise Enterprise • Fidelis Care NY Food Bank of the Southern Tier • Four Dragons Martial Arts Studio • Hector Area Lion's Club • Hillside Children's Center • Keri Greenberger - Young Living Distributor • S2AY Rural Health Network • Schuyler County Coalition on Underage Drinking and Drugs (SCCUDD) • Schuyler County Mental Health Clinic • Schuyler County Office for the
Aging/NY Connects • Schuyler County Public Health Department • Schuyler County Volunteer Ambulance • Schuyler Hospital Community Relations • Schuyler Hospital Lab • Schuyler Hospital Primary Care • Schuyler Hospital RehabSchuyler Hospital Schuyler Health Foundation • Schuyler Hospital Seneca View • Selah Yoga & Music • Simply Your Best • Southern Tier Tobacco Awareness Coalition (STTAC) • Suicide Awareness For Everyone (S.A.F.E.) • The Dave
Clark Foundation • Walmart Pharmacy • Watkins Glen Area Chamber of Commerce • Watkins Glen Massage • Wendy Wolverten Mary Kay Independent Beauty Consultant • Young Living Essential Oils
New ProgrammingHealth & Wellness Fair
2016 Educational Sessions
Blood Pressure Screening by Cayuga Health SystemBody Index by Exercise EnterpriseCancer Screening by Cayuga Health SystemCholesterol Screening by Schuyler Hospital LabDepression Screening by S.A.F.E.Diabetes Risk Test by American Diabetes AssociationWeight Lifting and Fitness Routines by Ralph DilibertoPerceptual Development by Watkins Glen MassageSports Activates by Kim SuddabyVision Screening by Hector Area Lion's Club
Thank you to ourVisitor Center Volunteers
Robert HubbellSharon Hunt
Barbara SechristMartha SitzmanWilliam Sitzman
Thank you!
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