Convention & Visitors Bureau: 2006 Annual Tourism Report

2006 Annual Tourism Report

2006 Report from the Department of Nelson County Tourism and Economic
Development

Nelson County Tourism
Mission:
To enhance the economic prosperity and image of Nelson County by promoting and marketing Nelson County 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. 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, Greene and Louisa Counties).
* Nelson County was one of the first twenty communities selected to promote the Jamestown 2007 commemoration.
* 2007 is Nelson Countyï¿½s 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 trail 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. A 2007 bicentennial event is planned.
* Contacted by the Washington Redskins to participate in a Charlottesville Region Getaway contest.
* Feature on PBS White House Chronicles
* Cover story and feature for September-October issue of Virginia Lifestyle magazine
* The www.nelsoncounty.com website and tourism brochure received National Association of Public Relations "A" award

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 US Airways, 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.
Incorporate and integrate Virginia themes, strategies and research into regional efforts. Virginia Film Office promotes Nelson County as a set site ï¿½ Evan Almighty, Swannanoa are recent movie sets.
* 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. July 2006 saw 105,000 unique visitors
* Physical improvements to the visitors center and retail space make for a more inviting experience for the visitor and citizen.
* Work with 7 Nelson County wineries, branded the effort Explore Nelson Wine (XNW); assist with cooperative advertising and event planning
* Working with the lodging communities to begin coordination of marketing efforts.
* Maintain the content on the www.virginia.org website for tourism related businesses and events (120 entries).
* Organized meetings to ensure that attractions take advantage of the Tourist Oriented Directional Signage program.

Regional Tourism Efforts
* Working with Amherst and Lynchburg on 2007 Dixie Youth Sports event
* Worked with Land Rover Spring Rallye May 12-13, 2006
* August 2006 - Lectured on wine marketing to South African Wine International Trust program participants
* Submitted a proposal to host the 2006 US Challenge event
* Invited to host a tourism booth at the Amherst County Wine and Garlic Festival in 2004, 2005 and 2006.
* Invited to help staff the Rockfish Gap Visitors Center (Afton) in
September and October 2003, 2004 and 2005.
* Advertise cooperatively with Lynchburg and Charlottesville in the Virginia Travel Guide.
* Co-hosted the Virginia Tourism Corporation's 2005 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
* Selected as one of four pre-event familiarization tour (Centerstate 29) for Travel South, February 2006 in Richmond- largest motorcoach show on the east coast. Served Nelson wines at the opening reception - 700 operators, press and legislators
* July 2006 - Planned itinerary for Northern Virginia tour- visited Waltonï¿½s Mountain Museum, Saunders Brothers, Lovingston CafÃ©, Pharsalia
* Participate with Lynchburg and Charlottesville in industry marketplaces and trade shows: American Bus Association Marketplace

Travel Writers
Hosted 3 travel writers in 2005 (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.

2005-06 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 and 2006 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)
* US Airways

Tourism Statistics
                 YTD 2005   YTD 2004       YTD 2003 (July - June)
Phone           2,924            1,825            1,991
Internet         833,980        255,882          78,004
Walk In        11,967      12,067           9,648

Taxes         YTD 2005   YTD 2004      YTD 2003
Lodging     $200,388      190,207          188,778
Meals          $492,537      484,285          443,391