Q Destination Ann Arbor:

Transcription

1 Q Destination Ann Arbor: Report to Washtenaw County Board of Commissioners

2 Table of Contents Objectives and Impact 2nd Quarter Sales Figures Union Groups, by the numbers National Association of African Americans in HR Celebrating the Arts and Creativity Pure Michigan and Under the Radar TV Appearances International Soccer Street Festival Billboards and Wayfinding in Ypsilanti Community Tourism Action Plan Program (CTAP) Hospitatlity Workforce Development Public Relations and Press Financials

3 Destination Ann Arbor Objectives and Impact Destination Ann Arbor is a Destination Marketing Organization (DMO), contracting with Washtenaw County, to provide marketing services for all of Washtenaw County and its communities through convention sales, and marketing to leisure and business travelers. Per our county agreement, Destination Ann Arbor maintains two offices one in Ann Arbor and one in Ypsilanti, both fully staffed. We recently founded the Ann Arbor Sports Commission, expanded into workforce development and continued the Community Tourism Action Plan (CTAP) grant program for all of our neighboring communities. A 2016 study from Anderson Economic Group shows that the economic impact of tourism in Washtenaw County has surpassed $1 billion dollars. This translates to 3.7 million visitors to our region 8,974 hospitality jobs Local residents earning over $220 million dollars Destination Ann Arbor is having an impact. In 2017, and with a $3.5 million dollar marketing budget, Destination Ann Arbor produced: An estimated $6.8 million in value in earned media publicity 236 confirmed meetings, conferences, and tours for future years, with an estimated economic impact of $19 million 416 high-value leads for convention and tourism sales, with an estimated economic impact of $28.8 million A 16-to-1 return on investment for every dollar of its marketing budget The efforts of Destination Ann Arbor s 22 staff members are impacting hotel occupancy in the county. Occupancy is holding steady at approximately 64% for 2018, out-pacing everyone in the state, with the exception of Detroit. In addition to the items mentioned above, we will highlight our 2nd quarter initiatives in this report. We always strive to complete our mission, that Destination Ann Arbor will create economic growth by promoting Washtenaw County as a destination for overnight and day visitors. Destination Ann Arbor 2

4 Reporting Highest Ever 2nd Quarter Sales We completed the second quarter with a year-to-date total of 86,072 room nights from leads and 70,059 room nights from definite confirmed bookings. This compares to 2017, with a total of 85,944 room nights from leads and 65,828 room nights from confirmed bookings. Total overall sales are up through second quarter 2018 vs Last year was our highest sales year on record. Currently, we are officially ahead of that number. 298 leads - Potential for 39,805 room nights for Washtenaw County hotels 224 confirmed pieces of business - Representing 38,504 room nights for Washtenaw County hotels $9,396,000 - The estimated economic impact represented by these leads and boolings $19,108,00 - Second quarter combined sales value Some particularly noteworthy leads include: 2019 U-M Men s Tennis Tournament, generating 720 room nights. The Fraternal Order of Eagles 114th Annual Meeting, with 1,345 potential room nights. National Flag Football Midwest Regionals, with 1,000 potential room nights. American Legion 2022 Conference for the Boy s State Program, with 10,000 room nights. Some particularly noteworthy confirmed business bookings include: National Training Institute Electrical Alliance signed a five-year contract,with 11,500 room nights per contract year Game Day USA Tournaments, representing 924 confirmed room nights. Five separate Past Time Tournaments for 2018, representing a total of 5,000 room nights. 3 Destination Ann Arbor

5 More Sales Efforts -The next few pages will highlight some large-scale sales efforts, including union groups and the National Association of African Americans in Human Resources. Union Groups Continue Their Commitment to Area Over a 6-week time-frame, the Ann Arbor Area welcomed three major union trade groups. Washtenaw County is Michigan s home for union training programs. Ironworkers In July, the Ironworkers Instructors Training program arrived for their annual training. This is the ninth year the CVB has hosted this training program in Washtenaw county. Registration this year was up over 20%, with 840 registered training participants. The Ironworkers are contracted through 2020 and we are working on negotiating a new 5-year contract. Electrical Training Alliance The Electrical Training Alliance has signed a new 5-year agreement with U-M, to return to Ann Arbor, until at least ETA classes and events utilize more than 100 U-M classrooms. United Association (UA) The UA Annual Instructor Training Program generated approximately 12,000 room nights during their stay in August. A new record was set, with over 400 first-time attendees and 1960 attendees signed up. The year-round training programs operated by the UA generated $7.6 million in economic impact for Washtenaw County in Destination Ann Arbor has secured two new union groups for hosting their events in the area. Operative Plasterers and Cement Masons International Association (OPCMIA) United Union of Roofers and Waterproofers and Allied Workers Destination Ann Arbor 4

6 National African American HR Group to Host Annual Conference in Ypsilanti Destination Ann Arbor staff hosted the National Association of African Americans in Human Resources (NAAAHR) leadership team for their May visit. We helped to promote and coordinate their monthly movie screening of Walking While Black at Parkridge Community Center and the New Testament Baptist Church, both in Ypsilanti. During their visit, we coordinated speaking time for their chairman, Nat Alston, at the Michigan Department of Civil Rights Commission. In addition, Destination Ann Arbor organized a media day for NAAAHR. Multiple media outlets, such as WEMU and Concentrate, attended to discuss the initiatives NAAAHR is undertaking in support of the Ypsilanti community. NAAAHR will host their 20th Annual Conference at the Ann Arbor Marriott Ypsilanti at Eagle Crest on September The national group anticipates the event could potentially bring visitors to the area. 5 Destination Ann Arbor

7 Celebrating Arts & Creativity in the Area Nationally-renowned marketing agency, MMGY, visited Ann Arbor and captured photos and video for two art installation projects. One of the projects featured street chalk artist, David Zinn, at the Ann Arbor Summer Festival. The other project included the Ann Arbor street performer, Violin Monster, in Graffiti Alley. The photos and videos will be used by the creative team at MMGY in national advertising campaigns to promote the area as an artistic destination. Additionally, MMGY rolled out the new branding locally by wrapping two AAATA buses. The buses were seen during the Ann Arbor Art Fair and will run on various routes through mid- September. Destination Ann Arbor 6

8 Pure Michigan Partnership Promotes Area As part of our national partnership with Pure Michigan, our Ann Arbor Pure Michigan newsletter was sent to more than 500,000 subscribers. The newsletter promoted activities and events across the county including Ann Arbor Art Fair, Ypsilanti ElvisFest, Milan Bluegrass Festival, Saline Celtic Festival and more. Pure Michigan also posted a story about Ypsilanti to their 1.1 million followers on Facebook. The post received engagement from followers across the nation. Emmy-Award Winning TV Show Highlights Events As part of our contract with the Emmy- Award winning PBS TV show, Under the Radar Michigan, we created an opportunity for TV host, Tom Daldin, and his film crew to videotape the Ann Arbor Summer Festival. The web video will be uploaded to YouTube and shared with more than 60,000 followers on Under the Radar Michigan s Facebook page. Additionally, Tom Daldin and Under the Radar attended the Saline Celtic Festival and covered many activities. Around the Midwest, more than 2.5 million people watch the TV show. 7 Destination Ann Arbor

9 Destination Ann Arbor Hosts Street Festival to Support International Soccer Event Manchester United and Liverpool FC battled it out in Michigan Stadium on July 28 in front of over 100,000 attendees. Many of the players coming from the recent World Cup gave even more excitement to this year s International Champions Cup (ICC) match. The night before the match, Destination Ann Arbor, with sponsor Bank of Ann Arbor, hosted an ICC Street Festival to encourage overnight visitors to enjoy the weekend in Washtenaw County.Homegrown talent, Mayer Hawthorne, headlining the festival. Over 10,000 people came to Main Street Ann Arbor to enjoy the music, restaurants, and nightlife. Travel E-Newsletter Gets the Word Out The newly redesigned Ypsi Real and Destination Ann Arbor e-newsletters were distributed in June, July and August. The monthly s are sent to over 112,000 subscribers in our database. The newsletters currently generate between a 11% - 13% open rate, which is consistent with industry averages. Destination Ann Arbor 8

10 Promoting Ypsilanti For the first time ever, we will be promoting Ypsi Real on the I-94 digital billboard by Exit 183 in Ypsilanti. As part of our pro bono partnership with Adams Outdoor, they created six Ypsi Real advertisements that will run through the end of August. Three ads will appear when the weather is sunny, promoting outdoor activities. Three different ads will run when it is raining, promoting indoor attractions and museums. Wayfinding in Ypsilanti Phase 2 of the Ypsilanti Community Wayfinding Project is underway. The steering committee, made up of multiple community leaders, have met and have proudly secured Eastern Michigan University, Washtenaw County Parks & Rec, St. Joseph s Hospital, Washtenaw Community College, Ypsilanti Township, and the City of Ypsilanti as partners. The project will continue with 20 signs across the eastern side of the County. Permits ave been secured. Execution of the project is expected in October The installed signs will mirror the Phase 1 signs installed in Destination Ann Arbor

11 Highlighting the American Center for Mobility Our CEO, Mary Kerr, moderated an informational town hall meeting about the American Center for Mobility, organized by State Representative Ronnie Peterson. Attendees, totaling over 130, included community members, County Commissioners, Ypsilanti Township Trustees, Ypsilanti City Council members and Congresswoman Debbie Dingell. Community Tourism Action Plan Program Supports Neighboring Communities All Community Tourism Action Plan (CTAP) applications have been received and approved for projects. Chelsea Website redesign and a new event, Chelsea Restaurant Week. City of Ypsilanti New photography and video of city, businesses and events to promote Ypsilanti as a premiere tourist destination. Dexter Marketing support for Paint Dexter Plein Air Festival, Michigan Trails Guide ad and website redesign of the visitors section on Manchester River Raisin Park Canoe/Kayak storage shed, river map/brochure and a promotional marketing video. Milan Purchase of kayaks and pedal boats to increase tourism on the lake. Wayfinding and historical signage. Saline Promotional marketing video and still photos of city, businesses and events. Superior Township Continued project of building an event pavilion off the one-room schoolhouse in the City of Dixboro. Ypsilanti Township Wayfinding signage throughout the township. Destination Ann Arbor 10

12 Helping Hospitality Job Seekers and Employers Through Workforce Development In Q2, the Destination Ann Arbor s Workforce Development Program: Presented our Workforce Development Initiative to industry and community partners such as the A2Y Chamber of Commerce, Washtenaw Hotel & Lodging Association, Parkridge Community Association, as well as the Governor s Conference on Talent & Education. Invested in the creation of printed and digital messaging marketing materials to promote the hospitality industry as a great place to work and build a long-term career. Worked with industry professionals to represent hospitality careers at the Ypsilanti Community Schools 8th Grade Jobs Fair and Job Developers Alliance Employment Connect. Established an alliance with Michigan Works Southeast (MWSE) staff to connect returning citizens, youth who ve yet to graduate high school (aged 17-24) and other MWSE participants directly to employers in the hospitality industry. Completed training for the United States Chamber of Commerce Foundation s first Talent Pipeline Management Academy (pictured below) and presented TPM s methodology for building long-term workforce solutions to local employers. 11 Destination Ann Arbor

13 More Than $1 Million in PR Buzz Generated in Q2 Destination Ann Arbor hosted a Geiger Public Relations press trip from May 30 through June 2, accompaning over 20 travel writers to attractions, museums, art galleries, restaurants in Washtenaw County. The travel writers came from throughout the U.S. and Canada and write for publications such as Midwest Living Magazine, Meeting Professional Magazine, Group Tour Magazine, and many more. Some notable attendees included: Stefanie Michaels has more than 1.4 million Twitter followers and over 100,000 Instagram followers. Randy Yagi is a national travel writer for 22 local CBS affiliate websites across the United States and has more than 17,000 followers on Instagram. More than $1 million in earned media value was generated by Destination Ann Arbor in Q2, including: The Ann Arbor Blues Festival s Comeback Ramps Up to An Anniversary Celebration Forbes, $1,055,888 in ad value A Weekend Stay at Graduate Ann Arbor Millennial on the Move, $500 in ad value Nine things to see right now at University of Michigan s Kelsey Museum of Archaeology All About Ann Arbor, $41,718 in ad value Ann Arbor, MI ACP Hospitalist, $2,581 in ad value (includes both digital and print versions) The Treasure Mart: Ann Arbor s Resale Destination Since 1959 All About Ann Arbor, $41,718 in ad value Ann Arbor Distilling Company: Not Your Average Spirits All About Ann Arbor, $41,718 in ad value Destination Ann Arbor 12

14 Financials Income Accommodations Tax 99.0% 2,963,898 Membership & Events 0.7% 22,155 Miscellaneous 0.2% 7,266 = $2,993,319 Expense Advertising 32% 1,066,979 Personnel 28% 937,248 Operations 13% 446,674 Marketing 13% 442,791 Community Relations 5% 170,034 Membership & Events 3% 93,263 CTAP Grants 2% 74,216 Sales & Services 2% 59,509 Industry Related travel 1% 47,536 Visitor s Guide & Brochures 1% 28,046 = $3,366, Destination Ann Arbor