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Tourism Advisory Council Meeting Monday, November 13Th, 2017 633 Third Ave 37Th Floor Boardroom New York, NY 11:00Am – 12:30Pm

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Tourism Advisory Council Meeting Monday, November 13th, 2017 633 Third Ave 37th Floor Boardroom New York, NY 11:00am – 12:30pm Webcast address: https://livestream.com/vvt2/TAC111317 AGENDA I. Approval of Minutes Cristyne Nicholas II. Chairman’s Report Cristyne Nicholas a. 2018 Meeting Dates b. January 2018 Meeting: Tourism Counting and Visitor Numbers c. Winter Media Night Review III. Executive Director Report Ross Levi a. Fall Promotion Review i. Fall Commercials ii. Fall Foliage Report IV. International Marketing Report Markly Wilson a. WTM London b. FAM Trips and Trade Missions V. Experiential Marketing and Events Report Lizete Monteiro a. POD Tour Review b. Welcome Centers VI. Catskills Spotlight Ross Levi a. Catskills Challenge b. Advertising c. Digital Partnerships d. Guest Speaker: Warren Hart, Director of Greene County Economic Development, Tourism & Planning i. http://www.visitthecatskills.com/ ii. http://www.visitthecatskills.com/ride-the-catskills VII. New Business Next meeting: Monday, January 22nd, 2018 11am – 12:30pm 633 Third Avenue, NYC NYS Tourism Advisory Council 2018 Meeting Dates Monday, January 22, 2018 11:00am – 12:30pm 633 Third Avenue, NYC Monday, March 19, 2018 1:00pm – 2:30pm Empire Plaza Albany, NY Monday, May 21, 2018 11:00am – 12:30pm 633 Third Avenue, NYC Monday, September 17, 2018 11:00am – 12:30pm 633 Third Avenue, NYC Wednesday, November 28, 2018 11:00am – 12:30pm 633 Third Avenue, NYC Please RSVP by the Friday before the meeting to: [email protected] or 212-803-3689 Tourism Advisory Council Meeting November 13, 2017 A Division of Empire State Development 1 2018 TAC MEETING DATES . Monday, January 22 . Monday, March 19 . Monday, May 21 . Monday, September 17 . Wednesday, November 28 2 WINTER MEDIA NIGHT REVIEW 3 FALL COMMERCIALS . Two spots promoting fall activities & destinations Catskills Fall events . Six week air time in drive markets . Shown during programs with high viewership like MLB Playoffs 4 CATSKILLS 5 FALL EVENTS 6 FALL FOLIAGE REPORT . Reports from volunteer field observers . Color expectations for the upcoming weekend sent out every Wednesday . Generating increased newspaper, television and radio interest and coverage across the Northeast . Consistently one of the most trafficked pages on the I LOVE NEW YORK website . Spurs much social media engagement 7 FALL FOLIAGE REPORT COVERAGE 8 WTM LONDON Delegates Included: . Wine, Water and Wonders of Upstate NY . Niagara Falls USA . Maid of the Mist Corporation . Central New York . Destiny USA / The Strong . I Love New York 9 SCOTLAND &IRELAND SALES MISSIONS . ILNY/Norwegian Airlines Roadshow Dublin & Belfast, Ireland Edinburgh & Glasgow, Scotland . Tour America in Ireland featuring packages for passengers arriving at Stewart Airport . Dutchess County, Greater Niagara, Visit Buffalo, Rockland County, Wine Water and Wonders, Capital-Saratoga & Central NY 10 INTERNATIONAL FAM TOURS . Hudson Valley-focused FAMs for tour operators and press from Scotland & Ireland to promote Norwegian Air flights . Receptive tour operator FAMs from China . Several individual press trips from UK, Ireland, Germany and Australia Daily Mail – America as you Like it The Sun, The Irish Sun & The Scottish Sun The Press and Journal 11 ILOVE NEW YORK POD 2017 12 NEW FOR 2017 Tour Stops . Increased number of NYC events and out of state events (Montreal, Toronto, NJ, PA) Activations . NYS 360◦ - takes visitors to the attraction using VR technology Improved Digital Apps . Interface much more user friendly . Apps can be updated remotely and live on multiple device software . Added digital events calendar app 13 TOUR RESULTS . Attended 25+ events with audience sizes of 50k+ . 12,700 emails collected, up 63% from 2016 . 11% response rate from surveyed consumers . 97% likely to consider traveling to/within NYS . 97% likely to recommend a NYS getaway to a friend . 77% of visitors left with new ideas about things to see and do in NYS 14 SOUTHERN TIER WELCOME CENTER INTERSTATE 81 NORTHBOUND BROOME COUNTY 15 ARTIFACT EXHIBIT 16 DIGITAL KIOSKS 17 TASTE NY STORE 18 CAROUSEL-THEMED DINING AREA 19 ENTRANCE SIGN /FEATURE 20 I LOVE NY LIFE-SIZE SCULPTURE 21 MOHAWK VALLEY WELCOME CENTER I-90 NYS THRUWAY WESTBOUND MONTGOMERY COUNTY 22 ENTRANCE SIGN /FEATURE 23 MOHAWK VALLEY WELCOME CENTER 24 MOHAWK VALLEY WELCOME CENTER 25 TASTE NY 26 HISTORY TRAIL 27 PLAY AREA 28 CATSKILLS SPOTLIGHT . Governor’s initiative to support the growth of tourism in the Catskills region . Catskills Challenge . $5 million TV and Out-Of-Home ad campaign . Digital campaigns to attract secondary millennial market 29 CATSKILLS CHALLENGE . Summer 2016 event featured kickoff at Bethel Woods Center for the Performing Arts with longtime Catskills resident, Robert De Niro . Local officials and tourism industry leaders participated in outdoor activities available in the Catskills . Announcement of grants and funding to improve regional tourism infrastructure 30 SUMMER 2016 COMMERCIAL 31 SUMMER 2016 OUT OF HOME 32 DIGITAL CAMPAIGN Beautiful Destinations TimeOut 33 DIGITAL CAMPAIGN Thrillist 34 IT’S ALL HERE, ITS ONLY HERE. 35 GUEST SPEAKER:WARREN HART 36 DISPLAY CREATIVE RIDE THE CATSKILLS 37 DISPLAY CREATIVE RIDE THE CATSKILLS 38 NATIVE ADVERTISING 39 BEST PERFORMING CREATIVE 40 INFLUENCER MARKETING:BABES RIDE OUT 41 INFLUENCER MARKETING:COMPASS + TWINE 42 Top Highlights New/updated Attractions and Lodging in the Region • Delaware County o In October, Lt. Governor Kathy Hochul was in Roxbury for the groundbreaking of a new property, The Roxbury at Stratton Falls o The Roxbury, Contemporary Catskill Lodging, is in the process of reviving and renovating a 5,700-square foot mansion that was built in 1848, constructing eight fantasy cottages, a state-of-the-art spa and cabana facility o Livestock Foundation and Bovina Valley Farms will be opening a brand new set of tourism attractions in the town of Bovina in 2018: . The Bovina Creamery, the new home of Cowbella and Bovina Valley products, will be making yogurts, cheeses and butters . Dry Town Tavern is a new inn and restaurant o The Bramley Mountain Trail is the newest addition to the Delaware County hiking trails, in the Towns of Delhi and Bovina, totaling about 4 miles in length • Greene County o $9 Million in Capital Investments at Hunter Mountain Resort for the 2018- 2019 ski season . 20% increase in skiable terrain, mostly intermediate which they are light on . 10% increase in capacity . 40K new ski visits over 3 years . Operational, November 2018 o $2 Million in Capital Investments at Windham Mountain for the 2017-2019 ski season on snow-making equipment o New unique properties: Tiny Homes Resort, Nordic House, Scribner’s Catskill Lodge o Exit 21 Catskill the County is tearing down an abandoned Quality Inn and redeveloping the site for a mid-upscale hotel, restaurant and commercial uses o New Catskills Beverage Trail formed with seven breweries and wineries Page 1 of 6 New/updated Attractions and Lodging in the Region (cont’d) o Crossroads Brewing has opened a new brewery production facility in the Village of Catskills. o Greene County and the Village of Catskill have completed the renovation of the Historic Catskill Mountain Railway Bridge over the Catskill Creek and have constructed a waterfront walkway along the creek providing access to the new brewery/restaurant/performing arts district th o Annual Taste of Country Music Festival at Hunter Mountain Resort 5 Anniversary 2007 th TAP New York 20 Anniversary 2018 o th East Durham Irish Festival 40 Anniversary 2018 o th o Catskill Mountain Foundation 20 Anniversary 2019 • Sullivan County o Resorts World Catskills 2018 Over $1 Billion investment o Kartrite-Resorts World Catskills Waterpark 2018-2019 $300 million investment o YO 1 Wellness Center 2018 $90 million investment o Redesigned Monster Golf Course 2019 Numerous boutique hotels 2018/2019 o th o Woodstock Festival 50 year anniversary 2019 o Several new craft beverage openings o Thompson Education Center • Ulster County o Construction of visitor’s centers at Minnewaska State Park in New Paltz and Walkway Over the Hudson in Highland have begun o Continued expansion of the 70-mile Ulster County Rail Trail system o New Hampton Inn, Residence Inn, Holiday Inn Express and Hotel Dylan were built o Numerous boutique hotels 2018/2019 are planned and some under construction o Rail Explorers pedal-powered vehicles are debuting along rail trail in 2018 o City of Kingston awarded $10 million for downtown revitalization in 2017 o Emerson Resort & Spa completed a multi-million dollar renovation in 2017 o Smorgasburg Upstate – an upscale monthly marked – drew record crowds and hosted two Bob Dylan concerts along the Kingston waterfront in 2017 Page 2 of 6 Recent Marketing Efforts and/or Campaigns • Catskills Region o Successful CATS Regional effort with Ad Workshop digital media campaign o I Love NY Thrillist, Beautiful Destinations, Influencers, and PR through Finn Partners o Co-Partnership with Hunting Works for New York • Delaware County o Launched our rebranding campaign which included a new logo, color palette and tag line “Escape to the Perfect” . Produced the 2017/2018 travel guide under this rebrand and have received rave reviews for the design and content o Focus on seasonal videos and digital efforts to highlight activities and activities. Videos were supported by paid media and resulted in thousands of visits to the greatwesterncatskills.com and its social channels. Over a 25% increase in Facebook likes/followers . A 210% increase in Instagram followers
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