Convention & Visitors Bureau: 2004 Annual Tourism Report

2004 Annual Tourism Report

2004 Report from the Department of Nelson County Tourism and Economic Development
January - December 2004

Nelson County Tourism
Mission:
To enhance the economic prosperity and image of Nelson County by promoting and marketing the destination as a destination for leisure visitors and group tours.

Goals:
* To serve as an economic stimulator
* To serve as the official destination marketing organization
* To enhance the quality of life for residents
* To be the visitor’s source of information for trip planning
* To bring tax savings to the residents

Recognition
* Nelson County is an established leader in the rural tourism development. We are cited as a case study in the Virginia Tourism Corporation’s Rural Tourism Handbook. Nelson County was one of the original eight communities first accredited by the Virginia Tourism Corporation in 1991. Nelson County is now working with other rural counties to create tourism programs (Amherst
and Louisa County).
* Nelson County was one of the first twenty communities selected to promote the Jamestown 2007 commemoration.
* 2007 is Nelson County’s bicentennial; programs are being created for the event.
* Nelson County was selected by the Department of Game and Inland Fisheries as a site for the opening of the statewide birding in September 2004. Outdoor travel writers attended the opening ceremony at Monticello and then traveled to Schuyler to tour the Walton‚s Mountain Museum and the Alberene Soapstone Company.
* Taste of Nelson event (September 11-19, 2004) was recognized by the Virginia Tourism Corporation as one of only 20 statewide events promoting agri-tourism. More than 90 travel writers were contacted by the state to cover the event.

Marketing-Brand Efforts
* Created a marketing strategy to include the purchase of advertising, brochures, promotional items and other materials to implement the goals.
* Launched an advertising campaign that included high profile, full color ads in publications such as Gourmet, Blue Ridge Country, Recreation News, the Virginia Travel Guide, Blue Ridge Parkway Guide and many more.
* Maintain a strong working relationship with the Virginia Tourism
Corporation and integrate Virginia themes, strategies and research into regional efforts.
* Re-designed the Nelson County tourism brochure. More than 150,000 are distributed each year to the 10 state welcome centers, the rest areas along I-64 and I-81, travel and trade shows and to regional attractions and local tourism related businesses.
* Designed and deployed the new Nelson County web site (www.nelsoncounty.com)- average monthly number of views in 2003 was 5000; goal was to increase monthly views 10x in one year- goal was met in 7 months.
* Physical improvements to the visitors center and retail space make for a more inviting experience for the visitor and citizen.
* Print and distribute 30,000 calendar of event brochures each year to local and regional tourism related businesses and as a fulfillment piece for all tourism inquiries.
* Work with 7 Nelson County wineries, branded the effort (Explore Nelson Wine (XNW); assist with cooperative advertising and event planning
* Working with the lodging and orchard communities to begin coordination of marketing efforts.
* Maintain the content on the www.virginia.org website for tourism related businesses and events (90 entries).

Regional Tourism Efforts
* Invited to host a tourism booth at the Amherst County Wine and Garlic Festival in 2004.
* Invited to help staff the Rockfish Gap Visitors Center (Afton) in
September and October 2003 and 2004.
* Advertise cooperatively with Lynchburg and Charlottesville in the Virginia Travel Guide.
* Invite regional partners to assist with Camp Jeep hospitality tent on site
* Co-hosted the Virginia Tourism Corporation’s annual regional and local visitor center familiarization tour with Lynchburg, Amherst and Bedford.
* Assisted with the planning of a new wine festival event at Poplar Grove Golf Course with Amherst County.
* Work with regional tourism organizations - Virginia Convention and Visitors Bureau, Southeast Tourism Society, Charlottesville-Albemarle Convention and Visitors Bureau, Lynchburg Regional Convention and Visitors Bureau and Bedford Tourism

Group Tour Marketing
Participate with Lynchburg and Charlottesville in industry marketplaces and trade shows:
* American Bus Association Marketplace
* Travel South Marketplace

Travel Writers
Hosted 3 travel writers in 2004 (Recreation News, Washington Post, Disney Magazine) - offering media kits and help with trip planning

Visitor Information Center
* Staff and operate the state-accredited visitor center with dedicated trained professional travel counselors who are the first point of contact for visitors.
* Provide a source of revenue through gift shop sales.
* Maintain accurate records of visitors and inquiries to the center from all sources.
* Serve as the fulfillment center for all advertising campaigns.

2004 Print Advertising Placements:
* Recreation News
* Virginia Travel Guide
* Monticello Wine Trail Guide
* Blue Ridge Country
* Blue Ridge Parkway Travel Guide
* Blue Ridge Parkway Directory
* Trip South
* Gourmet magazine
* Southern Living
* AAA
* Charlottesville/Albemarle Convention and Visitors Bureau 2005 official visitors guide
* Great Vacation Getaways (fall and spring)
* Leisure South
* Southeast Tourism Society (Spring)
* Virginia Fall and Spring Vacation Planners
* Washington Post Travel Brochure (March, May and September)

Nelson County - Economic Impact of Tourism (2001):
Traveler Spending:                             $126,972,880
Travel Payroll                                 $28,541,474
Travel Employment                              1871 persons
State Travel Taxes                             $6,898,812
LOCAL TRAVEL TAXES                             $7,411,732
Source: Virginia Tourism Corporation

Tourism Business Retention
90 visits made to existing businesses in 2004

Tourism New Business Development
2 new Bed and Breakfasts opened in 2004

Tourism Statistics
               YTD 2004       YTD 2003   Taxes YTD 2004      YTD 2003

Phone           1,825         1,991   Lodging   $190,207       188,778
Labels          9,081         10,183   Meals       $484,285     443,391
Internet        255,882       78,004
Walk In         12,067        9,648