VISIT MONTGOMERY FY 2018 Budget Presentation Planning, Housing and Economic Development (PHED) Committee
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VISIT MONTGOMERY
FY 2018 Budget Presentation
Planning, Housing and Economic Development (PHED) Committee
April 26, 2017
@VisitMoCo
WHAT’S COMING – OUT OF COUNTY
MARKET UPDATES:
FREDERICK CONFERENCE CENTER
The proposed Downtown Frederick Hotel & Conference Center
will feature a 207 room full-service Marriott with 24,000 sq ft
of meeting space including two ballrooms.
- Project on hold. Pending funding
Opening in 2017
430,000 sq. ft. non-profit museum in Washington, D.C.
Located two blocks from the National Mall and three
blocks from the Capitol
2
WHAT IS IPW?
IPW is the largest travel trade show in North America—
a one-stop opportunity for U.S. destinations,
attractions and businesses to showcase themselves to
thousands of influential travel professionals from
international markets.
WHAT’S COMING - EVENTS WHAT IS THE IPW ECONOMIC
INTERNATIONAL POW WOW (IPW)
SIGNIFICANCE?
The business transacted at IPW has been calculated by
the independent firm Rockport Analytics to bring
IPW is coming to Washington, D.C. for nearly one million extra international visitors and $1.7
billion in international tourism spending to recent host
the first time ever in 2017. cities, and 8.8 million additional international visitors
and $28 billion in international tourism spending to the
U.S. economy.
IPW IN 2017?
The District will host the U.S. Travel Association's
International Pow Wow in 2017. The annual event, has
never been held in D.C., attracts approximately 5,500
travel industry delegates.
VISIT MONTGOMERY’S SCHEDULE
IPW 2017
Monday June 5-7, 2017 Thursday June 8 –
Saturday, June 3, 2017 Sunday, June 4, 2017 – IPW Trade Show Sunday June 11, 2017
Maryland Welcomes the World Sightseeing Familiarization Montgomery County will take Post-FAM Tour – “Indulge All
National Harbor (FAM) Tour appointments in the booth Five Senses in Maryland”
(private event for buyers only) “Great Falls and Great Tastes” with Capital Region USA Covers Washington, Frederick and
(open to all delegates, international tour (CRUSA) Montgomery County-Montgomery
operators, receptive operators, MICE, County’s day will be June 10, 2017
buyers, suppliers and the media) (open to buyers only)
4
WHAT’S COMING
- EVENTS
STUDENT YOUTH TRAVEL ASSOCIATION
(SYTA)
SYTA is coming to Baltimore in 2018
SYTA’s Annual Conference is the premier event for the student and youth travel industry.
There are 1,500+ colleagues from across the globe for three full days of powerful networking,
valuable business appointments, thought-provoking education sessions, and innovative
business solutions.
Visit Montgomery will be a sponsor of the event.
Pre and post familiarization tours of Montgomery County will be offered to convention
attendees.
WHAT’S COMING – IN COUNTY
MARKET UPDATES:
RESIDENCE IN SILVER
SPORTS ARENA HOME 2 SUITES
Silver Spring Silver Spring
SPRING
Silver Spring
Montgomery County’s Department of A new brand for Montgomery County that will be An investment group is proposing a 173-room
Transportation issued a request for proposals in located at 1701 Elton Road in Silver Spring with Residence Inn by Marriott in downtown Silver
December 2016 to identify a developer to build a 100 rooms. The Home 2 Suites by Hilton is a mid- Spring. The location is 8600 Georgia Ave, currently
5,000 seat arena with mixed-use residential and scale, all-suite extended stay hotel designed for the site of a gas station. The property will include
commercial development in downtown Silver travelers staying a few months or a few nights. The 5,000 sq ft of meeting space, 4,000 sq ft of retail,
Spring. projected opening date in Summer 2018. and a rooftop deck.
TOP GOLF HILTON CANOPY THE PIKE DISTRICT
Germantown North Bethesda North Bethesda
Top Golf, the high-tech driving range, bar and Phase 2 of Pike & Rose will include: Hilton Canopy
Under construction at Pike & Rose, 177 rooms and
restaurant chain, will begin construction on a (coming 2017), Pinstripes (coming 2017), REI
expected opening date of 2017.
65,000 sq-ft location on Century Blvd. with an (coming in 2017) LL Bean, H&M, and Red Door
expected opening in late 2018. Spa.
6
DAY & OVERNIGHT VISITORS
2015 VISITORS
(MILLIONS)
Montgomery County Visitors
Overnight Day
Year Overnight Day Total Growth Rate
(millions) (millions) (millions)
2015 3,401.8 5,002.0 8,403.7 4.5%
2014 3,254.8 4,790.9 8,045.8 6.1%
3,401.8
2013 3,122.7 4,460.0 7,582.8 3.8%
5,002.0
2012 3,030.2 4,274.2 7,304.5 3.4%
2011 2,903.3 4,160.6 7,063.9 3.6%
2010 2,743.2 4,073.0 6,816.1 7.8%
2009 2,456.8 3,868.5 6,325.3
7
TOURISM IMPACT
Source: Tourism Economics
Total Tourism Tax Receipts Tourism Sales
($millions) ($millions)
Year Federal State and Hotel Total Tourism Industry Tourism Economy
Local
2015 $296.4 $273.5 $19.5 $569.8 $1,807.8 $1,952.9
2014 $272.8 $263.3 $19.2 $536.0 $1,754.8 $1,893.3
2013 $266.0 $257.3 $19.1 $521.3 $1,691.5 $1,806.3
2012 $264.3 $252.0 $18.7 $514.7 $1,644.5 $1,770.0
2011 $261.0 $250.4 $18.5 $510.1 $1,625.6 $1,744.7
2010 $241.9 $243.6 $17.8 $483.7 $1,564.4 $1,682.7
8
TOURISM OCCUPANCY
% Change 2015 – 2016
Hotel Occupancy | Average Daily Rate
DC/MD/VA 2.2%
2.7% Hotel Occupancy
Bethesda 1.4% Average Daily Rate
0.9%
Silver Spring 2.5%
5.5%
Gaithersburg 3.5%
1.7%
Rockville 4.9%
2.6%
Montgomery County 3.2%
2.4%
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%
9
ROOM TAX RECEIPTS
CVB Allocation Reports // FY 2014 - 2016
Room Tax Actual RRTT Income Rec'd Actual RRTT Income Rec'd Actual RRTT Income Rec'd
Tax Revenue by CVB Revenue by CVB Revenue by CVB
Month of FY 2014 FY 2014 FY 2015 FY 2015 FY 2016 FY 2016
JUL $ 1,429,057.51 $ 100,034.03 $ 1,775,687.45 $ 124,298.12 $ 1,545,792.49 $ 108,205.47
AUG $ 1,191,898.28 $ 83,432.88 $ 1,324,340.53 $ 92,703.84 $ 1,298,529.93 $ 90,897.09
SEPT $ 1,556,525.06 $ 108,956.75 $ 1,837,565.63 $ 128,629.59 $ 2,029,610.59 $ 142,383.59
OCT $ 1,500,222.26 $ 105,015.56 $ 1,782,243.19 $ 124,757.02 $ 1,787,323.62 $ 125,112.65
NOV $ 1,292,300.03 $ 90,461.00 $ 1,402,228.18 $ 98,155.97 $ 1,449,110.23 $ 101,437.72
DEC $ 1,018,288.34 $ 71,280.18 $ 1,193,543.26 $ 83,548.03 $ 1,127,081.86 $ 78,895.73
JAN $ 1,802,090.32 $ 126,146.32 $ 892,889.75 $ 62,502.28 $ 956,429.81 $ 66,950.09
FEB $ 1,063,435.82 $ 74,440.51 $ 1,088,708.16 $ 76,209.57 $ 1,127,584.24 $ 78,930.90
MAR $ 1,699,119.00 $ 118,938.33 $ 1,899,326.86 $ 132,952.88 $ 1,906,117.07 $ 133,428.19
APR $ 1,698,381.24 $ 118,886.69 $ 1,898,471.43 $ 132,893.00 $ 2,098,004.58 $ 146,860.32
MAY $ 1,866,350.19 $ 130,644.51 $ 1,947,567.15 $ 136,329.70 $ 2,062,442.00 $ 144,370.94
JUN $ 1,868,352.32 $ 130,784.66 $ 2,173,468.19 $ 152,142.77 $ 2,298,032.66 $ 160.862.29
TOTALS $ 17,986,020.37 $ 1,259,021.43 $19,216,039.78 $ 1,345,122.77 $ 19,656,059.08 $ 1,378,024.13
10SALES & USE TAX ANALYSIS
FY 2015 & FY 2016
Capital Region FY 2015 FY 2016 Tourism % Change
Tourism Sales Sales Tax FY 2015 – 2016
Tax Revenue Revenue
Montgomery $71,708,328 $75,852,118 5.8%
Prince George’s $56,806,705 $59,379,820 4.5%
Frederick $12,382,189 $13,021,958 5.2%
Capital Region Total $140,897,222 $148,253,895 5.2%
11FY 2017: ORGANIZATIONAL CHART
Board of Directors
President & CEO:
Kelly Groff
Office Director of
Housing & Sales Manager:
Administrator: Marketing: Sales Manager:
Client Services:
Romola Bethany Cynthia Younes Lee Callicutt
Vacant
Ghulamali Manimbo
Digital
Marketing
Manager: Karla
Saravia
Partnership &
Marketing
Specialist:
Jessica Gardner
12SALES HIGHLIGHTS
Fiscal Year 2016
Check out our updated sales video
Held a sales mission in the Philadelphia, PA market with
Montgomery County hotel partners.
Sponsored the Meeting Professional International (MPI)
Philadelphia Chapter March educational event with attendance of
100 meeting professionals.
13FY 2016
SPORTS HIGHLIGHTS
MOCO-SPORTS.COM
A new and improved MoCo-Sports.com interface will be implemented in
2017. The new website functionality will be responsive and include
other functionality upgrades.
Partnering with the U.S. Olympic committee to host
“Olympic Day” in conjunction with Embassy Cup Soccer
in June 2016
Partnered with Special Olympics MoCo to host the
2016 Landmark Swim & Dive Championship in
February 2016
Implemented and awarded our first Visit Montgomery
Sports grant to solicit more sports tournaments to the
county.
Distributed Valpak coupons to sports groups for
tracking their food & beverage spending.MoCo-Sports.com – Tournament Reservation Room Pick Up Actualized
Event Name Room Nights
FY 2016
Generated
SPORTS HIGHLIGHTS Club National Lacrosse 426
July 8-13, 2015
FLG Lacrosse 1,436
July 16-19, 2015
August Cup 450
August 28-30, 2015
Rush for the Cup 82
September 4-6, 2015
Discover Cup 1,397
October 9-11, 2015
Bethesda Soccer Cup Girls Tournament 4,764
November 13-15, 2015
Bethesda Soccer Cup Boys Tournament 4,827
November 20-22, 2015
Potomac Soccer Memorial Tournament 4,458
May 27-30, 2016
TOTAL 17,840
1512,077
SPORTS
Room nights booked
10,721
MEETINGS
ROOMS BOOKED
315 Room nights booked
Sales Booking Chart Analysis
July 1, 2015 – June 30,2016
TOUR & TRAVEL
Fiscal Year Room Nights Booked
Room nights booked
2012 6,505
2013 7,186
2014 15,425
2015 12,758
2016 11,036 *Excludes sports marketSALES ACTIVITY – FY 2016
268 322 15
Tradeshows Attended in Meetings &
1
Leads Client Appointments Conventions, Sports, Group Tour, and Sales Mission
Consumer Markets
17,840 39 5
Intra County Lead Site Inspections
Tournament Reservation Room Nights
Referrals
17PARTNERSHIP HIGHLIGHTS – FY 2016
Fiscal Year 2016 Partners by Category
126* TOTAL PARTNERSHIPS
Hotels 44 with a 71% retention rate
Restaurants 11
Non-profits 7 7 6
Attractions, Entertainment & 17 NEW MEMBERS UPGRADED PARTNERSHIPS
Museums • Blue Chip • AFI Silver Theatre and Cultural Center
Retail 4 • ROTI • Cambria Suites Rockville
• AMP by Strathmore • Courtyard by Marriott Chevy Chase
Recreation 5
• ROUGE Catering • Downtown Silver Spring Urban District
Transportation 4 • Lakeforest (reactivations) • Falls Road Golf Course
• Expedia • Westfield Montgomery Mall
Event Venues 8
• Savory Gourmet
Miscellaneous 12
* The total partnership number includes both “parent” and “child” accounts. For example, Montgomery Golf is
TOTAL 112 the parent account of 9 public golf courses. All of the golf courses are considered partners, but the partnership
dues are paid by Montgomery Golf. This explains the discrepancy between the total number of partners (112)
and the total number of partnerships (126).
18PARTNERSHIP HIGHLIGHTS
In Fiscal Year 2016, Visit Montgomery hosted 5 Membership Events:
Annual Meeting & Hospitality Awards
October 17, 2015
April 14, 2016 Holiday Open House
Digital Marketing Summit at December 10, 2015
AMP by Strathmore
Winter Networking Events
February 4, 2016
Golf Networking Event at Northwest Golf Course
June 9, 2016
19FY 2016
Marketing Highlights
2016 was the 100 year anniversary of the National
Park Service. To commemorate this anniversary, the
NPS launched a #FindYourPark campaign.
Visit Montgomery created a Find Your Park blog and
also placed advertising promoting the parks.
#FindYourParkFY 2016
PUBLIC RELATIONS
In FY2016, Visit Montgomery participated in and hosted several public relations
outreach events. Many of these events helped to form stronger relationships
with travel and lifestyle bloggers in the D.C. area.
Women of Color Travel on Blogger Bash on #DCTravelBlogger Spring
November 17, 2015: October 22, 2015: Brunch on April 2, 2016:
Bethany Manimbo participated as a Maryland Office of Tourism hosted Visit Montgomery, Westfield
panelist a blogger event at VisArts Montgomery & Naples Ristorante
partnered on this event
21FY 2016 ADVERTISING HIGHLIGHTS
Advertising Campaigns
Maryland’s Gateway to the Nation’s Capital
Visit Montgomery launched the Gateway Advertising Campaign,
TOP 5 PUBLICATIONS FOR INQUIRIES which expands upon the logo tagline, “Maryland’s Gateway to the
Nation’s Capital.” The print ads feature a single image with a title
Publication Number of
such as “Gateway to History” or Gateway to Good Times.” The ads
Inquiries
were featured in the Destination Maryland Guide, Destination DC Co-
Hearst Women’s Travel Group: Country 5,108
Living, Good Housekeeping, Woman’s Day op in Atlantic, Chicago, Philadelphia , New York and Boston
magazines, Destination DC Visitor Guide and many more
Meredith Publishing: Better Homes and 2,970
Gardens, Family Circle, More, Eating publications.
Other publications in which Visit Montgomery
Well, Everyday With Rachel Ray, All
Recipes placed ads:
Southern Living 1,225 • AAA World Magazine
• Capital Region USA Holiday Guide
AAA World Magazine 394 • Connect Magazine
• Woman’s Day
Recreation News 324
• Southern Living
• Meetings Today
• Food Network Magazine
• Good Housekeeping
• Better Homes & Gardens
22ADVERTISING CAMPAIGNS
$420,000 investment Fiscal Year 2016
MD Tourism Marketing Grant
The Maryland Office of Tourism Development (OTD) awarded
$143,338 to Visit Montgomery
Which was spent on:
Trade show fees
Advertising placements
SEO development for VisitMontgomery.com
Print + Online Advertising Valpak Partnership
Visit Montgomery participated in advertising co-op programs with Visit Visit Montgomery partnered with ValPak to create a 16 page coupon booklet.
Maryland and Destination DC. NEW for Fiscal Year 2016! In May 2016, Visit The coupons were distributed in Maryland Welcome Centers, hotels, the
Montgomery participated in the Maryland Office of Tourism’s Station Maryland Soccerplex, and to various meeting planners hosting events in
Domination ad campaign at the Philadelphia 30th Street Station. Montgomery County. The coupons were also distributed at sports tournaments
held at the Maryland Soccerplex. This is the first time ValPak has partnered
with a Destination Marketing Organization (DMO) on a project.
23FY 2016 Advertising Highlights Montgomery County Breweries The craft beer industry is booming! Visit Montgomery promotes local county breweries through a few blogs on VisitMontgomery.com. Visit Montgomery created a “Made Local” logo. #LocalBrews
FY 2016 DIGITAL MARKETING HIGHLIGHTS
VisitMontgomery.com | Website Visits | Year over Year Comparison
44,328 44,104
39,184 39,279
37,833
36,569
32,238 32,282 31,864 32,951
31,323
29,032
38% Overall Y/Y Increase
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
sessions FY16 36,569 39,184 39,279 31,323 32,238 44,328 32,282 31,864 32,951 29,032 37,833 44,104
sessions FY15 41,179 36,346 22,065 19,305 20,317 27,507 22,020 16,382 18,917 18,301 28,659 42,522
25DIGITAL MARKETING UPDATES
419,528
Total Unique Visits
VisitMontgomery.com Social Media Following
38,285 & Growing
Top pages viewed on the website in
Fiscal Year 2016
*85% of traffic is organic
Facebook is the biggest driving force for
109,986* Event Calendar website traffic – other than Google Adwords
Google Adwords drives about 8,000 clicks to
51,878 Homepage the website per month.
Facebook has drawn between 4,000-10,000
18,190 Where to Stay clicks to the site per month.
795,659
Total Page Views
26DIGITAL MARKETING HIGHLIGHTS
VISITMONTGOMERY.COM
TOP BLOG PAGEVIEWS Fiscal Year 2016
Holiday Happenings 16,389
BLOGGING
Fourth of July Events 13,990
• Blogs drove 15-20% of all traffic
on VisitMontgomery.com
• All blogs are shared on Facebook
Best Ice Cream Spots 12,241
which drives organic and paid
traffic
SEO Development for VisitMontgomery.com SimpleView Integration
Visit Montgomery began a Search Engine Optimization (SEO) and In May 2016, Visit Montgomery invested in a new customer relationship management
Pay Per Click (PPC) campaigns with an outside vendor to increase system, SimpleView. This serves as both the internal CRM system for Visit Montgomery
traffic to VisitMontgomery.com. Staff member, Karla Saravia partners and VisitMontgomery.com. Benefits include:
became certified in Google Adwords in late June 2016. • Searchable partner listings on VisitMontgomery.com
Since then, results have shown an increase by over 5,000 more • Easy to use interface
clicks to PPC campaigns. • Integrates with CVENT and Convention Planit
27DIGITAL MARKETING HIGHLIGHTS
Fiscal Year 2016
Facebook Traffic Allocated to VisitMontgomery.com
Facebook Total Likes
Year over Year Comparison
14,000 35,000
12,000 30,000
10,000 25,000
8,000 20,000
6,000 15,000
4,000 10,000
5,000
2,000
-
-
JUNE JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
Total Likes
FY 2015 FY 2016
28FY 2016 DIGITAL MARKETING HIGHLIGHTS
Consumer Newsletter Email Open & Click Rates | Year Over Year Comparison
300
250
200
150
100
50
-
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
Opens - FY16 Clicks - FY16 Opens - FY15 Clicks FY15
29SALES GOALS – FY 2017
Partner with the
Maryland Office of
Secure/sponsor a Tourism and area DMO’s
meetings related on cross county tour &
Grow tournament rebate tradeshow to be hosted travel itineraries for the
collections by 20% year in Montgomery County group tour market.
Host 2 out of county over year. (Smart Meetings, M&C
sales missions targeting
Host an industry meetings, Collinson,
the pharmaceutical and
familiarization tour (FAM) etc.,)
corporate markets in
targeting local and non-
Delaware and New
local meeting planners in
Jersey.
the Mid-Atlantic region.
30MARKETING GOALS
Fiscal Year 2017
Increase blog
Sponsor events and outreach posts on
Utilize the new SimpleView Update the $421,000 advertising VisitMontgomer
at International Pow Wow
y.com
(IPW) in Washington, D.C. in database to provide reports and budget to include additional online
2017 to ensure broad exposure metrics on campaigns, including advertising campaigns, SEM, SEO,
of Montgomery County to over results to participating partners. and PPC campaigns.
3,000 buyers.
Work with Heritage Montgomery on the Maryland Heritage
Areas Authority (MHAA) Marketing Grant. The grant amount is $100,000
($50,000 grant + $50,000 match from Visit Montgomery).
Promote the growing winery and
brewery industry.
31MARKETING STRATEGIES – FY 2017
Attract more restaurant partners with the International Market
new “Listing Only” Partnership IPW will be held June 3-7, 2017 in Washington, D.C. for the first time in the
history of the conference. IPW is the premier international travel
Host 5 Networking events including the marketplace and largest generator of Visit USA travel. Over 1,300
Digital Marketing Summit. international and domestic buyers from more than 70 countries will attend.
Develop content-rich blogs and promote
Montgomery County was selected for a FAM Tour and Sightseeing Tour.
through social media and online marketing.
Produce a 1-2 minute county-wide Post-FAM Tour with Frederick and Washington Counties, June 8-11,
promotional video. 2016. The FAM theme is “Explore 3 Maryland Counties, Indulge in 5
Senses.” Each county will have one day to host the FAM tour.
Promote Montgomery County’s rich history
and heritage areas through the $100,000 Sightseeing Tour: “Great Falls & Great Tastes.” The tour begins with a
Maryland Heritage Areas Authority (MHAA) visit to the C&O Canal and a mule-drawn barge ride. The tour ends
Marketing Grant awarded to Visit with a “Taste of Bethesda” food tour.
Montgomery (over 2 years.)
Visit Montgomery will participate with Visit Maryland in the CRUSA
Work with the local craft breweries and booth at IPW 2017.
wineries to promote out of town
visitation.
32FY 2017
The Move
Visit Montgomery will co-locate in Fiscal Year
2017 in new space with the new Montgomery
County Economic Development Corporation
and Work Source Montgomery.
Expected Move Date
May 8, 2017
New Address:
1801 Rockville Pike, Suite 320
Rockville, MD 20852You can also read
