Sevierville Visitor Center Goals

TABLE OF CONTENTS

1 8 MISSION STATEMENT The Sevierville Chamber of Commerce is dedicated Letter From Brenda McCroskey, Sevierville Visitor Center Goals to the promotion of tourism, industry and economic Chief Executive Officer growth while preserving our history and heritage in Sevierville and Sevier County. 9 2 MARKETING PLAN CONCEPT Sevierville Special Events AND EVELOPMENT BY: Role of the Marketing Committee D Sevierville Chamber of Commerce 10 Brenda McCroskey - Chief Executive Officer 3 Chad Branton - Technical Operations Economic Impact Tony Funderburg - Director of Sales & Advertising Marketing, Advertising & Media Amanda Marr - Director of Marketing & 12 Communications 4 Sevierville in the Media Other Contributors Web Site Goals Sevierville Chamber of Commerce Marketing Committee Roland Langley - Graphic Design 5 Inquiries / Tracking 6 Social Media Plan 7 Collateral

S EVIERVILLE 2017 - 2018 MARKETING P LAN LETTER FROM THE CHIEF EXECUTIVE OFFICER

With ample tourism related growth Sevierville has focused on public projects that will make its newest information center on the main level giving visitors in the past two decades, plus a Sevierville an even more desirable destination. Chief among up-to-date national park information and the opportunity to prime location in the foothills of these is the Sevierville Convention Center complex, a purchase park souvenirs. America’s most visited national multi-million dollar project which opened in September of park, it’s easy to understand why 2007. This large facility regularly hosts multi-day events for As Sevierville’s tourism economy grows, so does its population. so many people flock to Sevierville thousands of out-of-town guests, making a positive impact on To meet the needs of our residents, new service facilities each year. New and upgraded our economy. In addition, The Sevierville Golf Club, which have recently opened. These include East Tennessee State hotels, the Sevierville Convention is situated just outside the Sevierville Convention Center, University’s Sevier County Campus, LeConte Medical Center, Center, the Sevierville Golf Club, has two 18-hole courses which receive rave reviews from which was named the most beautiful hospital in the United adventure attractions, wineries, tournaments and individual players. The combination of these States (2013) by Soliant Health, the 40,000 square foot King Brenda McCroskey distilleries, restaurants and retail elements in one location allows Sevierville to better serve the Family Public Library, and the Mountain Home Veterans businesses are helping Sevierville trade and competitive arts show markets while also providing Administration Medical Center. grow and attract more visitors each year. new entertainment options for our guests. But Sevierville has also earned a reputation for being business friendly and actively This is only the beginning of an exciting time for Sevierville In the past fiscal year, Sevierville posted a 5 percent increase in works to bring large-scale private developments to the city. and the Sevierville Chamber of Commerce looks forward to taxable lodging sales over the previous year, a 5 percent increase Wilderness Resort at the Smokies, a privately developed 702 continued planned growth and improvements throughout the in restaurant sales, and a 14 percent increase in amusement unit luxury water park resort, serves as the anchor lodging area. sales. Sevierville’s retail sales topped $1.06 Billion dollars in property for the Sevierville Convention Center and has The Sevierville Chamber of Commerce continues to welcome 2016. With a “business friendly” reputation and more than enjoyed high occupancy rates since it opened in 2008. Other your interest in Sevierville and stands prepared to assist in any 15 million annual visitors, Sevierville continues to draw solid recent developments include the land surrounding Exit 407 way possible . . . just let us know what we can do for you! interest from investors and developers. on Interstate 40, which is the site of Bass Pro Sevierville and Tennessee Smokies Baseball Stadium. Other recently opened Not only have lodging and sales tax figures grown, but several projects include retail based developments along Highway 66 new restaurants and major retail projects have also opened. and two new attractions in the Governor’s Crossing complex. Brenda McCroskey New attractions are under construction and new projects are Chief Executive Officer currently being planned. This consistent growth is due in part Downtown Sevierville is the next area of focus for the city, with Sevierville Chamber of Commerce to Sevierville’s convenient drive-to location, the natural beauty plans to refresh the historic district with a new street scape surrounding our city, the variety of activities in the area and plan. Currently downtown Sevierville is part of the Tennessee the value that our visitors receive. Main Street program and is home to a variety of new galleries, restaurants, and businesses. Continually promoting Sevierville’s tourism product is key to the city’s success. As we look forward to the future in Convenience for area visitors is a high priority for our Sevierville, it is easy to see the promise of continued growth organization. That is why the Sevierville Chamber of and economic strength. With each passing day, Sevierville Commerce is extremely proud of the partnership with Friends develops a stronger economic position as a tourism destination of the Smokies and the Great Smoky Mountains National Park and becomes more dynamic in its ability to serve both visitors Association. These two organizations have offices and retail and locals. It is truly amazing to see how Sevierville’s growth stores at the Sevierville Visitor Center on Highway 66. Friends over the last decade has reinvented this Smoky Mountain town of the Smokies has its national headquarters on site and the as the destination of choice among visitors and businesses alike. Great Smoky Mountains National Park Association opened

S EVIERVILLE 2017 - 2018 MARKETING P LAN 1 ROLE OF THE MARKETING COMMITTEE

The Sevierville Chamber of Commerce works special events. This committee is made up of selected to market Sevierville as a vacation destination. The and appointed Chamber members as listed below and Chamber is the marketing arm of the City of Sevierville reports to the Board of Directors about all marketing and therefore has the responsibility of not only providing programs. Committee members are selected by the benefits to its members and the community, but Chamber President from the following segments of the also continually increasing the number of visitors to membership to serve one-year terms. Sevierville. The following is the Sevierville Chamber of Commerce tourism marketing plan for the 2017-2018 COMMITTEE MEMBERS fiscal year. • Chairman-Must be a current Board Member • President of the Board of Directors ROLE OF THE • Two Board Members MARKETING COMMITTEE • One representative appointed by the Sevierville The Chamber receives guidance on the positioning Hospitality Association and overall image of Sevierville from the Marketing • One representative appointed by the City of Sevierville Committee. Monthly meetings allow the Chamber • Two members appointed from membership divisions 1 Marketing Committee to continually evaluate the goals and / or 2 and strategies set forth in the marketing plan. The Marketing Committee also assists in the development of the Chamber’s annual marketing plan, advertising campaigns, media placement and overall direction of

S EVIERVILLE 2017 - 2018 MARKETING P LAN 2 2018-2019 Media Flow Chart* *Additional media plans will be added once they are approved. PRINT ADVERTISING JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN MARKETING, ADVERTISING 002 Houston - Compass AAA Alabama Journey AAA Go NC/SC AAA Home & Away AAA Living - Chicago & EDIA AAA Living Florida M AAA Living GA/TN AAA Living GA/TN & FL The Sevierville Chamber of Commerce plans an extensive advertising schedule based on visitor trends, AAA Living IL-IN research data and input from the marketing committee. Ad creative for each placement is customized to the AAA Texas AAA World type of media, demographics and editorial calendars of each advertising placement. AAA World May-June Adventure Outdoors - David Jacobs American Road GOALS America's Best Vacations Atlanta Homes & Lifestyles - Compass • Establish Sevierville’s new visitor-focused brand: Your Smokies Start Here. Atlanta Mag • Increase the number of annual inquiries by two percent. Best of America Best of American Travel - Madden Media • Increase the number of web site visits by five percent. Better Homes & Gardens MA - Compass • Better track Sevierville’s advertising programs for effectiveness, reach and return on investment. Better Homes & Gardens SE - Compass Better Homes & Gardens U. South - Compass Birmingham Magazine - Compass Convention South STRATEGIES Convention South Planning Guide • Generate new advertising creative concepts for Sevierville based on the new brand. Cooking with Paula Deen Country Living - Hearst • Use the strengths of Sevierville, including new tourism offerings, to bring more visitors to Sevierville. Endless Vacation STS • Seek out new and untapped market segments for Sevierville. EveryDay w/Rachel Ray Fall Getaways - Compass Fall Travel Planner Newspaper - Compass • Try new publications and media to reach potential new visitors. Family Circle SE - Compass • Emphasize the value associated with visiting Sevierville. Family Fun MA - Compass Glimpse CHA Free Press • Emphasize the visitor experience in Sevierville. Good Housekeeping - Hearst • Utilize social media to promote brand awareness and increase visitor loyalty to Sevierville. Group Tour Magazine Groups Today Serendipity • Continue to participate in cooperating advertising programs with the State of Tennessee, Smoky Interfuse Martha Stewart Living Fall Getaways - Compass Mountains Tourism Development Council, the Sevierville Convention Center, Sevierville Golf Club, and Memphis Magazine - Compass major attractions in appropriate publications. Miles Brand USA Inspiration Guide Nashville Lifestyles - Compass • Utilize research software and programs to better understand the spending and vacation habits of Oprah - Madden Media Sevierville’s visitors. Parents MA - Compass Parents SE - Compass • Utilize research software and programs to better understand the effectiveness of specific Sevierville Parents U. South - Compass advertising programs. Points North Atlanta 2017 USA Today Black History Month 2017 USA Today Go Escape Winter 2017 USA Today Modern Woman 2017 USA Today-Best years 50 + Living 2017 USA Today Veterans Affairs Chick-Fil-A Kickoff Games TN Titans Yearbook Memphis Grizzlies Yearbook Nashville Predators Yearbook Chicago Cubs Yearbook Liberty Bowl Program Indianapolis 500 Program National Parks Edition Peach Bowl Program USA Chicago Cubs Preview USA Today Masters Preview Wells Fargo Championship Anthem Annual Simply Buckhead STS Storytelling - Madden Media The Griffon Womans Day - Hearst Womans Day MA - Compass Womans Day SE - Compass Womans Day U. South - Compass

S EVIERVILLE 2017 - 2018 MARKETING P LAN 3 WEB SITE GOALS

The Chamber creates and maintains its numerous travel in Sevierville and visit our website. The Chamber award-winning web sites in-house. The Chamber uses email tracking software to gather statistics about how currently owns 29 individual domain names that are users interact with the e-newsletter and continually tweaks actively used to drive traffic to Sevierville related content. the content to further optimize those results.

Sevierville’s tourism site, VisitSevierville.com, presents Sevierville’s signature special event, Bloomin’ Barbeque & its visitors with a user-friendly navigational menu, digital Bluegrass, can be found on the web at BloominBBQ.com. editions of print collateral, video media, social friendly This site offers various downloads for registration, archives images, a shareable events calendar, itineraries, coupons, past event winners and informs cookers, vendors, media request forms for the Sevierville Vacation Planner, a and visitors of the upcoming event. content search engine, an e-newsletter sign up form for The Great Escape E-Newsletter, local weather, interactive For Chamber members, SCOC.org has member-specific maps and more. editing capabilities, a Membership Directory, Activities A new online marketing campaign has been implemented Calendar, a County-Wide Events Calendar, and marketing in order to increase Sevierville’s nightly stays, web visits resources. and search engine rankings. To measure campaign progress, the Chamber retains detailed web site traffic statistics that are also referenced to assist in making site GOALS: improvements and ad buys. Beginning in the fall of 2017, • Generate 1,000,000 visits to VisitSevierville.com in the Sevierville Chamber of Commerce also initiated a new 2017-18. media tracking platform called Arrivalist which allows • Provide a professional online representation of the us to identify the most effective marketing programs Sevierville Chamber of Commerce and the City of • Maintain a well-trained and educated design / technical and sequences of media exposures for drawing visitors to Sevierville as a tourism destination. staff for our internet operations. Sevierville. • Supply accurate content that is useful and appealing • Employ designs that are consistent with our current to vacationers, persons moving to our area, businesses advertising campaigns and printed materials. The Chamber understands the important role that mobile that are relocating, potential Chamber members, • Develop web features that are practical, functional and devices, mobile sites and mobile apps play in leisure current Chamber members, group tour coordinators, convenient. travel planning and will continue to build web content the media and our local community. • Continue building Sevierville’s e-marketing database. that is responsive to tablets and smart phones. Available • Incorporate advances in mobile technology by on iTunes and Google Play, the Visit Sevierville Mobile TRATEGIES: launching alternate or responsive versions of our web App features push notifications, updated tours, coupons, S sites that are optimized for mobile devices. social sharing capabilities and more. The app is free and • Increase digital advertising and content placement to • Use social networking and media sites like Facebook, compatible with desktop computers, smart phones and drive website visitation. Twitter, Pinterest, Instagram and YouTube to increase tablets. • Continue paid search advertising programs. awareness of Sevierville and boost visitation to our sites. • Include web site address prominently in all media with • Continue to launch targeted online ad campaigns that The Sevierville Chamber of Commerce has built an an emphasis on driving them to our various web sites make use of animations, videos and contests to draw e-newsletter subscription base of over 100,000 people by using contests and special promotions. users to our sites. interested in visiting Sevierville. These subscribers receive • Continue to improve our current internet presence an e-newsletter each month that features exclusive travel by being mindful of internet trends and advances in deals and intro copy designed to drive subscribers to book technology.

S EVIERVILLE 2017 - 2018 MARKETING P LAN 4 2016-20172013-2014 Inquiries Inquiries PUBLICATION Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL INQUIRIES/TRACKING AAA go 0 0 139 0 0 0 0 0 124 0 0 0 263 AAA Home & Away 0 0 228 305 7 0 0 0 234 130 7 0 911 AAA Journey 2 0 0 0 0 0 0 0 0 0 0 0 2 AAA Living 0 0 0 0 0 0 0 0 0 0 0 0 0 Inquiries/Tracking AAA Living North 96 277 294 222 26 0 0 0 200 225 255 0 1595 AAA Living South 294 207 7 330 30 0 0 0 119 212 116 244 1559 The Chamber keeps track of all leads generated from advertising AAA World 0 0 0 0 0 0 0 0 214 141 193 50 598 ABV Southeast 0 0 0 531 1946 0 0 0 0 0 1604 0 4081 placements. Reader responses are received on a weekly basis and American History 0 0 0 0 0 0 0 0 0 0 0 0 0 American Road 536 0 18 383 0 733 197 136 52 396 174 3 2628 inquiries also come in through a variety of other channels, including ABVs-News Insert 88 0 0 240 0 0 0 0 0 0 617 0 945 Atlanta Sweepstake Leads 0 0 0 0 0 0 0 0 0 0 406 0 406 directly through the official website VisitSevierville.com. Each request Audubon 9 1 0 0 0 0 0 0 0 0 0 0 10 Best of America 278 1362 1528 57 365 844 784 328 0 0 0 194 5740 for information is sent to a mail fulfillment agency (The Thomas “--Canadian 0 0 418 432 828 667 556 50 0 0 471 539 3961 Blue Ridge Country 0 0 0 0 0 0 0 0 0 0 0 0 0 Group) for Vacation Planner distribution. An ongoing report is Bridal Guide 18 75 32 26 29 9 53 43 27 27 24 4 367 generated to keep track of monthly lead reports for each publication. Compass 0 0 538 0 0 0 0 0 0 0 0 538 Compass-Mid Atlantic 7511 1140 902 605 181 56 41 25 105 993 732 346 12637 The Thomas Group guarantees that each brochure request is delivered ”-Family Travel 0 0 1442 688 203 146 116 34 198 2254 1974 2583 9638 Mill's Marketing 0 0 0 0 0 0 1,128 0 1125 1012 726 3991 to the postal service within 48 hours. Each person who requests Endless Vacations 22 337 67 27 22 11 23 29 8 4 3 3 556 Visitors can also download Escape to the Southeast 52 110 33 20 23 7 14 35 21 25 25 16 381 Sevierville information receives a packet filled with the Sevierville “- Russian/Canadian 0 0 0 13 0 1 0 0 0 0 0 1 15 a pdf of the Sevierville Va- ”-Netherlands 0 0 0 1 0 0 0 0 0 0 0 0 1 Vacation Planner and the brochures or rack cards of individual Facebook Leads 0 4032 193 0 0 0 0 0 0 0 4138 5074 13437 cation Planner, Group Tour Family Circle 0 0 0 0 0 0 0 0 0 0 0 0 0 properties. To participate in the Mail Fulfillment program, contact Family Fun 0 0 0 0 0 0 0 0 0 0 0 0 0 Planner and Coupon Book Grt. Vac Getaways Newspaper Insert --Independence The Thomas Group at (865) 453-3978. 0 0 0 0 0 0 0 0 0 0 1810 899 2709 at VisitSevierville.com. Great Getaways 2275 0 0 0 0 0 0 0 0 0 0 0 2275 “- Country Living 0 91 163 201 102 26 29 306 452 241 99 202 1912 ”- Good Housekeeping 0 326 297 943 307 127 136 291 1147 1383 618 361 5936 “-Woman's Day 0 159 431 877 251 67 66 516 693 833 298 246 4437 ”-Online 0 0 0 14 8 5 22 59 72 44 52 10 286 Group Tour Planner--Visit Sevierville.com 20 16 7 9 7 1 12 11 15 15 18 24 155 Group Tour Planner Magazine 0 0 0 13 0 0 0 0 0 0 0 0 13 Guest Quest-American 615 412 213 193 238 222 260 342 395 332 694 21 3937 Guest Quest-Canadian 0 0 0 10 11 8 46 34 31 53 94 4 291 IB email addresses 6703 0 0 0 0 0 6703 Lifeway 0 0 0 0 0 0 0 0 0 0 0 0 0 Marketshare 5 0 0 0 0 0 0 0 0 0 0 0 5 Midwest Living 0 0 1839 217 0 0 0 0 0 0 0 0 2056 “-Canadian 0 0 315 79 0 0 0 0 0 0 0 0 394 MMSI 0 0 0 0 662 0 0 0 605 939 0 0 2206 NSTVC-USIM 3 1 0 0 0 0 0 0 0 0 0 0 4 Oprah- Best of America-Mid West-American 187 888 1528 543 945 957 896 0 212 1154 2212 1932 11454 ”-Mid West-Canadian 0 1076 418 53 76 69 52 0 4 77 31 21 1877 Orange-142 0 0 0 0 0 0 0 0 0 0 7501 10000 17501 Parents 0 0 0 0 0 0 0 0 0 0 0 0 0 Readers Digest 358 178 19 4 8 0 0 0 0 0 0 0 567 Smoky Mountain Living 0 64 0 64 0 0 0 0 64 0 0 69 261 Southern Living 0 0 0 0 0 0 0 0 0 0 0 0 0 State Co-op email Opt-ins 0 0 0 0 0 0 0 0 0 0 1890 1890 STS 2780 1027 1563 1120 2099 899 1 0 361 599 1280 1580 13309 STS-Canadian 0 0 4 30 150 23 54 0 46 5 17 5 334 TN Vacation 142 166 94 148 126 58 60 94 95 185 127 130 1425 Travel 50 and Beyond 0 0 0 0 0 0 0 0 0 0 0 0 0 Travel Advertising Group 0 0 0 0 0 0 0 0 0 0 0 0 0 Travel Meredith 0 0 0 0 0 0 0 0 0 0 0 0 0 Traveler Fun 0 0 0 0 0 0 0 0 0 0 0 0 0 Planner Requests -- from Visitor Center 206 188 210 145 87 43 118 1534 185 146 257 274 3393 from VisitSevierville.com 1546 1191 934 811 510 315 1278 154 1826 1389 1724 1795 13473 TOTALS 17043 13324 13874 9354 9247 5294 12645 4021 8630 12814 30187 26630 163063 Totals Balanced 163063 163063

S EVIERVILLE 2017 - 2018 MARKETING P LAN 5 Social Media Plan

PINTEREST INSTAGRAM GOALS: GOALS: • Build brand awareness and loyalty • Provide vacation inspiration Social Media allows us another opportunity to reach • Increase the numbers of followers • Build brand awareness and loyalty potential visitors and interact with them to build brand • Provide vacation inspiration through images and ideas • Continue to grow follower base awareness and brand loyalty. Currently, Sevierville • Generate additional visits to VisitSevierville.com maintains a presence on Facebook, Pinterest, Twitter, STRATEGIES: STRATEGIES: Instagram and YouTube. • Post images to Instagram that portray Sevierville as a • Increase the number of inspirational, pinnable images www.fb.com/sevierville fun, beautiful destination. on VisitSevierville.com www.pinterest.com/sevierville • Continue to increase Sevierville’s inventory of • Populate Sevierville related blogs with quality, pinnable www.twitter.com/sevierfun photography images www.instagram.com/sevierville • Engage with followers • Pin Sevierville blog posts to appropriate boards on www.youtube.com/visitsevierville • Add Instagram icon and url to email signature, Pinterest marketing materials and electronic communications FACEBOOK • Link all images back to Sevierville promotional sites or blogs or member sites or blogs GOALS: • Continue to grow follower base through focused • Continue to build fan base YOUTUBE follows and other techniques • Build brand awareness and loyalty GOALS: • Add Pinterest icon and url to email signature, • Remain top of mind with potential visitors • Build brand awareness and loyalty marketing materials and electronic communications • Generate additional vacation planner requests • Generate additional views of promotional Sevierville • Measure progress monthly – impressions, repins, click • Generate additional visits to VisitSevierville.com videos through and numbers of followers STRATEGIES: STRATEGIES: TWITTER • Promote Sevierville YouTube Videos via social media • Update wall posts daily GOALS: • Include links to VisitSevierville.com and Sevierville • Promote Sevierville YouTube Videos via marketing • Build brand awareness and loyalty. materials (vacation planner, app., etc.) Chamber member’s sites as often as possible • Generate awareness of events, attractions and • Continue to generate original photography and work • Promote Sevierville YouTube Videos via official happenings in Sevierville, especially with members of Sevierville Chamber websites with local photographers to provide beautiful images of the media. the area • Utilize Facebook as a platform for contests STRATEGIES: • Continue to promote our fan page with ads • Follow relevant groups or individuals • Measure progress monthly – number of followers and • Track mentions about Sevierville and retweet relevant reach of posts comments • Track impressions and response rates on posts to • Provide relevant content like tips, event info, etc. discover trends in fan preferences • Engage with followers • Add Facebook icon and url to email signature, • Measure progress monthly – followers, interactions and marketing materials and electronic communications mentions • Measure progress monthly – impressions, repins, click • Add Twitter icon and url to email signature, marketing through and numbers of followers materials and electronic communications

S EVIERVILLE 2017 - 2018 MARKETING P LAN 6 COLLATERAL

COLLATERAL success and provides an excellent advertising vehicle for Promotional pieces are essential to bringing visitors Sevierville Chamber of Commerce members. to Sevierville. Each year, the Sevierville Chamber of Commerce receives more than 200,000 phone calls, The Sevierville Vacation Planner is also available in a emails and requests for vacation planning, group travel digital version online. and relocation information. To meet this growing demand, the Sevierville Chamber of Commerce has GROUP TOUR PLANNING GUIDE developed several promotional pieces to build the city’s This handy, four-color planning guide has just about image as a destination. Here is a sampling of what the every bit of information a group tour planner needs Sevierville Chamber of Commerce has to offer: to know about Sevierville. From lodging tax rates to group discounts and suggested itineraries, this guide SEVIERVILLE MAIL FULFILLMENT provides a grid of detailed information about Sevierville’s Once the inquiry is received, a Sevierville Promotional restaurants, accommodations, attractions and services. Packet is sent to the inquirer. This packet includes EVIERVILLE OUPON OOK the Sevierville Vacation Planner and a sampling of S C B brochures on area attractions, entertainment venues and This has become one of the most popular pieces of accommodations. For more information about becoming collateral the Sevierville Chamber of Commerce offers part of this packet, please contact The Thomas Group at area visitors. It allows Sevierville Chamber member (865) 453-3978. businesses to target tourists with money saving coupons. The coupon books are distributed at area visitor centers SEVIERVILLE VACATION PLANNER and are also available to download at VisitSevierville.com The most requested piece of collateral and the and through Sevierville’s mobile application. centerpiece to the Sevierville marketing portfolio is the Sevierville Vacation Planner. This glossy, four-color brochure is rich with detail on Sevierville’s attractions, incredible scenery, outdoor activities, shops, festivals and special events. The brochure is updated annually and includes maps of the area along with information about accommodations, restaurants and services. The 300,000 vacation planners printed each year are sent to individuals requesting vacation information on Sevierville and are distributed throughout area businesses and state welcome centers. The planner has proven to be a huge

S EVIERVILLE 2017 - 2018 MARKETING P LAN 7 SEVIERVILLE VISITOR CENTER GOALS

The Sevierville Visitor Center is located on Highway 66 / Winfield Dunn Parkway and is the first opportunity for visitors to get official city information when entering the Smoky Mountains area. Sevierville Chamber members are allowed to display approved brochures promoting their business in the Sevierville Visitor Center. In addition, the Sevierville Chamber has partnered with Friends of the Smokies and the Great Smoky Mountains Association to provide visitors with official national park information and park merchandise at the Sevierville Visitor Center.

Goals: • Maintain knowledgeable information specialists. • Maintain an enjoyable environment for visitors. • Increase the number of first-time visits to the Sevierville Visitor Center. • Continue to provide photo opportunities inside and Sevierville Visitor Center on each visit to Sevierville to • Increase the number of repeat visits to the Sevierville outside the Sevierville Visitor Center. obtain new and updated information on the area. Visitor Center. • Provide a variety of current tourist information • Work with area receptive companies to entice motor to visitors including accommodations, restaurants, coach groups to stop by the Sevierville Visitor Center Strategies: attractions, events and activities. on their way into and out of town. • Work closely with the travel industry to better • Maintain information about the Sevierville Visitor • Work with the Great Smoky Mountains Association to communicate the tourism and hospitality Center on VisitSevierville.com continue to drive visitors to the Sevierville Visitor opportunities available to the visitor. • Create a positive experience for each visitor by meeting Center. • Exhibit attractive exterior and interior seasonal displays all their needs and encouraging them to stop at the to attract visitors to the Sevierville Visitor Center (photo opportunities). • Provide a new museum-quality display in the lobby each year that is relevant to the promotion of Sevierville.

S EVIERVILLE 2017 - 2018 MARKETING P LAN 8 SEVIERVILLE SPECIAL EVENTS

The Sevierville Chamber of Commerce hosts several special events each year, each which Sevierville’s Winterfest lights are ceremonially Goals: turned on. Music, Lights & Magic also features • Create a premiere event that focuses on our area’s with a different goal. Some are community events, intended to promote civic pride and entertainment, kids’ games, food and fireworks. literature, heritage and culture participation, while tourist events are intended to bring overnight guests into Sevierville. Goals: • Generate local and regional media coverage for Sevierville • Increase community involvement. Most events are part of larger overall promotional events, such as Winterfest, Springfest • Continue to increase attendance • Continue to increase attendance each year. Strategies: and Harvest Fest. Advertising for special events is generally placed within a 50 mile radius. • Make the program more exciting. • Focus on securing top regional and national The following is a break down of each event and the specific goals and strategies for each. Strategies: literary names for the event • Implement a rotation of performers so that there • Secure regional authors of note to present the Event: Harvest Fest Description: Winterfest is a four month are more opportunities for various community keynote luncheon presentation • Date: October 2017 promotional period featuring LED light displays groups to perform at the event. Provide media opportunities for interviews and relevant story ideas Location: Throughout Sevierville, Pigeon Forge and throughout Sevierville as well as privately held • Provide a greater variety of entertainment during • Work with regional book clubs, friends of the Gatlinburg events like Shadrack’s Christmas Wonderland at the event library groups and book stores to promote Rose Attendance: 2,000,000 Smokies Stadium. The City of Sevierville installs • Offer businesses new ways to sponsor and Glen Literary Festival. Type of Event: Visitor and maintains these displays while the Sevierville become involved in the event • Create easier ways to purchase tickets in advance Description: A month-long promotion focused Chamber of Commerce is responsible for the on fall foliage and heritage and includes privately promotion and advertising of the event. This will Event: 55th Annual be the 28th Annual Smoky Mountain Winterfest Event: 14th Annual Bloomin’ Barbeque held events such as Robert Tino’s Smoky Mountain Sevierville Christmas Parade Celebration. Sevierville will work closely with & Bluegrass Festival Homecoming. Date: Saturday, December 2, 2017 Pigeon Forge and Gatlinburg to promote the Smoky Date: Fri. & Sat., May 18 & 19, 2018 Goals: Location: Downtown Sevierville Mountain Winterfest Celebration cooperatively Location: Downtown Sevierville • Increase fall visitation through the addition of Attendance: in key feeder markets via public relations and 1,500 Attendance: 30,000+ events and activities. advertising. Type of Event: Community Type of Event: Strategies: Visitor & Community Goals: Description: The Sevierville Christmas Parade is Description: Sevierville brings the festive • Continue to coordinate “Harvest Fest”, a • Increase winter visitation (November through a longstanding event featuring traditional parade atmosphere of spring and good old-fashioned fun seasonal promotion period that overlays February). elements. to town with a TN State Championship barbeque fall travel Strategies: Goals: cook off, the Mountain Soul Vocal Competition • Encourage local businesses to create events • Create a seasonal promotion period that • Increase community involvement. (honoring the songwriting of hometown girl, Dolly during fall overlays winter travel. • Continue to increase attendance. Parton), star-studded entertainment, hand-made • Create an enhanced “fall” experience by • Continue to add events and activities during • Keep the tradition of the Sevierville Christmas crafts and fun kids’ games at this exciting event. encouraging local businesses to utilize fall décor the Winterfest promotion period. Parade alive. Goals: at their businesses • Continue to enhance and enlarge Sevierville’s Strategies: • Create a signature event that draws visitors to • Create a fall driving tour to promote in Winterfest light display program. • Encourage members of the community such Sevierville that locals also love conjunction with Harvest Fest • Create an enhanced Winterfest experience as car clubs, dance teams, elected officials • Generate Media coverage for Sevierville • Promote events and related Harvest Fest activities by encouraging local businesses to decorate and others in the community to participate. • Generate additional overnight stays for Seviervill to visitors via a rack card displayed at local and in lights. • Encourage participants to decorate floats in Strategies: state welcome centers as well as AAA offices, • Promote Winterfest activities in key keeping with a Christmas/Holiday/Winterfest • Inform local, regional and national media about and through a specific Harvest Fest url feeder markets celebration. press opportunities associated with the event VisitSevierville.com/fall. • Promote the event through local, regional and Event: Music, Lights & Magic Event: Rose Glen Literary Festival national media outlets • Continue to incorporate new elements to keep Event: Smoky Mountain Winterfest (Winterfest Kick-Off) Date: Saturday, February 24, 2018 the event fresh Date: November 6, 2017-February 28, 2018 Date: Location: Sevierville Convention Center November 6, 2017 • Create and promote festival-centric travel Location: Throughout Sevierville, Pigeon Forge, Location: Attendance: 300 Sevierville Municipal Complex packages to Sevierville and Gatlinburg Attendance: Type of Event: Community 7,000 • Continue to book top quality entertainment for Attendance: 3,000,000 + Type of Event: Description: Local and regional authors provide Community the festival Type of Event: Visitor Description: A community focused event during lectures and book signings.

S EVIERVILLE 2017 - 2018 MARKETING P LAN 9 City of Sevierville ECONOMIC IMPACT Hospitality Taxable Sales and Revenue

Each year, Sevierville experiences new growth! The economic impact in Taxable Sales Most Recent Collection Month: June Fiscal Year 2017 Sevierville can be related to the success of the restaurants, outlet malls, Lodging %+/-‐ Restaurant %+/-‐ Amusement %+/-‐ Total retail chains, attractions and lodging located there. Sevierville has July 2016 $ 12,964,027 10% $ 18,929,829 8% $ 2,670,859 30% $ 34,564,714 August $ 7,054,300 5% $ 14,964,493 3% $ 1,741,140 6% $ 23,759,932 nearly 5,000 lodging units of varying types. Over the past few years, September $ 6,139,732 4% $ 14,349,379 7% $ 787,353 19% $ 21,276,463 October $ 9,182,386 11% $ 16,612,850 9% $ 1,107,633 45% $ 26,902,869 Sevierville’s lodging tax revenue has been on a steady incline. Sevierville November $ 6,431,461 19% $ 14,711,368 9% $ 881,423 41% $ 22,024,251 expects to see continued increase in lodging tax revenue again next year. December $ 6,175,289 9% $ 15,759,505 1% $ 1,278,639 0% $ 23,213,432 January 2017 $ 2,865,148 -‐9% $ 11,015,271 5% $ 618,774 -‐3% $ 14,499,193 February $ 3,428,830 -‐1% $ 11,451,088 1% $ 694,050 42% $ 15,573,967 As of July 1, 2013, Sevierville began levying a two percent hospitality March $ 6,663,752 0% $ 15,688,803 3% $ 1,446,465 9% $ 23,799,019 April $ 7,290,225 11% $ 15,644,147 7% $ 1,549,292 12% $ 24,483,664 tax on restaurants and attractions located within the city limits. Two- May $ 5,922,111 -‐1% $ 14,723,575 3% $ 1,195,015 4% $ 21,840,701 thirds of these dollars have been allocated to further support and June $ 9,580,305 -‐2% $ 17,395,667 2% $ 2,220,302 1% $ 29,196,273 FYTD Total $ 83,697,562 5% $ 181,245,972 5% $ 16,190,942 14% $ 281,134,476 expand Sevierville’s marketing programs with the goal of attracting more visitors. Revenue Fiscal Year 2017 Lodging %+/-‐ Restaurant %+/-‐ Amusement %+/-‐ Total July 2016 $ 259,281 10% $ 378,597 8% $ 53,417 30% $ 691,294 August $ 141,086 5% $ 299,290 3% $ 34,823 6% $ 475,199 September $ 122,795 4% $ 286,988 7% $ 15,747 19% $ 425,529 October $ 183,648 11% $ 332,257 9% $ 22,153 45% $ 538,057 Top 10 Activities of November $ 128,629 19% $ 294,227 9% $ 17,628 41% $ 440,485 December $ 123,506 9% $ 315,190 1% $ 25,573 0% $ 464,269 Smoky Mountain Visitors* January 2017 $ 57,303 -‐9% $ 220,305 5% $ 12,375 -‐3% $ 289,984 February $ 68,577 -‐1% $ 229,022 1% $ 13,881 42% $ 311,479 1. Dining Out (88%) March $ 133,275 0% $ 313,776 3% $ 28,929 9% $ 475,980 April $ 145,805 11% $ 312,883 7% $ 30,986 12% $ 489,673 2. Shopping (80%) May $ 118,442 -‐1% $ 294,472 3% $ 23,900 4% $ 436,814 3. Driving / Sightseeing (73%) June $ 191,606 -‐2% $ 347,913 2% $ 44,406 1% $ 583,925 FYTD Total $ 1,673,951 5% $ 3,624,919 5% $ 323,819 14% $ 5,622,690 4. Visit Great Smoky Mountains National Park (59%) Percentage increase or decrease (%+/-‐) reflects variance to same period in prior year. 5. Visit Attraction / Museum (58%) Months reflect sales transaction dates; revenue is received in subsequent months. 6. Attend Performance / Show (30%) 7. Drive Blue Ridge Parkway (25%) 8. Outdoor Recreation (24%) 9. Attend Festival / Event (13%) 10. Driving Tours (13%)

*Data from 2015 Visitor Study completed by Randall Travel Marketing

S EVIERVILLE 2017 - 2018 MARKETING P LAN 10 ECONOMIC IMPACT

City of Sevierville Regularly updated tax LOCAL OPTION SALES TAX TOTAL COLLECTIONS collection figures for all cities (Dates Reflect Month of Retail Sales) and the county are available at SCEDC.com. 2016 2017 % Change 2017 Net Revenue 2016 2017 January 2,373,403.60 2,408,310.29 1.5% 1,071,547.56 2,373 2,408 February 2,509,774.43 2,425,537.64 -3.4% 1,079,212.65 2,510 2,426 March 3,519,880.25 3,353,026.16 -4.7% 1,491,887.08 3,520 3,353 April 3,242,650.81 3,521,059.88 8.6% 1,566,651.58 3,243 3,521 May 3,018,014.84 3,234,272.83 7.2% 1,439,049.27 3,018 3,234 June 3,981,871.56 3,914,544.50 -1.7% 1,741,727.64 3,982 3,915 July 4,025,733.55 3,866,482.91 -4.0% 1,720,343.24 4,026 3,866 August 3,305,299.12 3,572,667.07 8.1% 1,589,613.55 3,305 3,573 September 3,371,924.34 3,381,972.20 0.3% 1,504,766.26 3,372 3,382 October 3,734,736.77 0.00 0.00 3,735 0 November 3,720,806.41 0.00 0.00 3,721 0 December 4,527,568.70 0.00 0.00 4,528 0 Year to Date 29,348,552.50 29,677,873.48 1.1% 13,204,798.83 Year End 41,331,664.38 Est. Taxable Sales 1,067,220,090.91 1,079,195,399.28

S EVIERVILLE 2017 - 2018 MARKETING P LAN 11 SEVIERVILLE IN THE MEDIA

Public Relations • Host one-day media tours for freelance writers based less than three hours away. Each year the Sevierville Chamber of Commerce • Host multi-day media tours for groups of writers from reaches out to the media through tours hosted by various key markets and publications. Sevierville as well as through contacts with media • Host individual writers. made by Chamber staff. The value of editorial and • Participate in targeted media blitzes in key feeder stories printed on behalf of the Sevierville Chamber of markets for Sevierville. Commerce has proven to be a critical and invaluable • Update and maintain the press releases found on the part of Sevierville’s marketing. In light of these factors, “press kit” area of the Sevierville Chamber of the following is Sevierville’s public relations plan for the Commerce web site, www.visitsevierville.com as well as 2017-18 fiscal year. in the “hard copy” version of the Press Kit. Goals: • Increase media coverage of Sevierville. • Increase awareness of vacation opportunities in PARK VISITORS Sevierville through traditional media. Great Smoky Mountains National Park • Increase awareness of vacation opportunities in 2015 2016 Sevierville through social media. Sevierville is a January 373,315 379,730 • Continue to build and maintain relationships with gateway town February 244,214 353,532 members of the media. to Great Smoky March 598,835 778,211 April 792,808 859,420 Mountains National Strategies: May 1,016,498 1,018,224 • Send newsworthy press releases via email to regional Park, America’s most June 1,306,884 1,364,138 July 1,441,603 1,464,456 and national media as well as the Tennessee visited national park. August 1,208,882 1,183,778 Department of Tourist Development News Bureau. Great Smoky September 1,096,723 1,165,098 • Respond to “Travel Publicity Leads” and other media Mountains National October 1,353,454 1,466,584 queries. Park has no November 707,576 810,894 • Work with public relations agencies to deliver qualified December 567,585 468,721 admission fee. writers for Sevierville media tours. Year to Date 10,712,674 11,312,786 • Work with international media.

S EVIERVILLE 2017 - 2018 MARKETING P LAN 12 Sevierville Chamber of Commerce 110 Gary Wade Blvd, Sevierville, TN 37862 865-453-6411 • www.VisitSevierville.com