2019 ANNUAL REPORT MORRIS COUNTY TOURISM BUREAU Leadership’s Message The Morris County Tourism Bureau had a tremendously productive year thanks to the support and collaborative spirit of our numerous partners. We continue to bring our members value by investing in a variety of marketing channels and products that engage the public and expand our collective reach. With our trademarked “Make my Weekend Morris County” branding, we have been able to develop meaningful and consistent campaigns that encourages new audiences to visit our impressive destinations, restaurants, hotels, recreational areas and cultural treasures. This creates long-term economic growth that benefits not only our 39 municipalities in Morris County, but also the State of New Jersey. We Dwill IcontinueR E C buildingT O R awareness' S in 2020 among our local residents, visitors and business travelers who seek to experience everything that makes Morris County exceptionalS T –A whichT E includesM E NeachT one of you! Linda Coutts Snyder Leslie Bensley President Executive Director Thanks to our Sponsors and Supporters Morris County Board of Chosen Freeholders New Jersey Division of Travel and Tourism New Jersey Historical Commission NJM Insurance Jeanne and Joe Goryeb Glassworks Studio, Inc. NJJ UNaturalL I A F GasA R M E R J U L I A F A R M E R Normandy Partners The Washington Association of New Jersey Atlantic Health System’s Morristown Medical Center NJ Advance Media Morristown National Historical Park The Clark Robertson Fund Mr. & Mrs. Paige L’Hommedieu Mr & Mrs. Nelson Schaenen Page 2 | 2019 Annual Report About Us Who we are: Founded with the support of the Morris County Board of Chosen Freeholders 21 years ago, we are a 501 (c) 6 non-profit membership organization with 272 active members from 15 municipalities. What We Do: We provide our members with a wide variety of marketing and promotional tools, networking events, print and digital advertising on a variety of platforms and social media posts throughout the year. As a tourism organization, we provide visitors, from the day tourist to the business traveler to the local resident, with the resources to make sure their visit to Morris County is exceptional. Why we believe Tourism Matters: We seek to ignite a spark of interest in the visitor to want to learn more about the rich history of our region. This enables them to come away from an experience with a sense of place. Our programs include a range of authentic experiences, from large group events, where people feel connected to their community, to more intimate tours and presentations where they can develop relationships. Mission: The Morris County Tourism Bureau is a Destination Marketing Organization that positively affects the economy of Morris County whose mission is to promote the area’s exceptional historic, cultural and recreational opportunities by providing services to residents, business travelers and tourists. What is the role of a Destination Marketing Organization? • To tell the destination’s story • To provide a platform for local stakeholders to benefit economically from increased visitation • To stimulate visitor spending • To inform private and public development decisions • To spearhead a consistent branding message for tourism partners 2019 Annual Report | Page 3 The Value of Membership MCTB is a dynamic community of businesses and organizations that work together to engage people in all there is to do and see in Morris County. This unified branding message creates a cohesive presence in the region and amplifies the value and impact of each individuals’ reach. In addition, our staff works closely with each member to help them succeed. 2019 Finances for Annual Report 2019 Funds Allocation $507,083 14% 14% Annual Membership Meeting Congratulations to tourism award winners of 201959% – Dave Helmer, Morris County Park Commission 13% and Jim Kutch of The Seeing Eye FundingMarketing/Web Membership Programs Administration 2019 Finances for Annual Report 2019 Funds Allocation $507,083 2019 Income $507,083 2% 9% 14% 10% 32% 14% 2% 59% 13% 45% NJ Travel & Tourism MC Freeholders Foundation Marketing/Web Membership Programs Administration Membership Individual/Advertising Program 2019 Income $507,083 2% Page 4 | 2019 Annual Report 9% 10% 32% 2% 45% NJ Travel & Tourism MC Freeholders Foundation Membership Individual/Advertising Program Tourism’s Economic Impact in Morris County The Morris County Board of Chosen Freeholders issued a proclamation during National Tourism Week that called attention to the economic benefits of tourism in the county, especially through the efforts of the Morris County Tourism Bureau. Tourism partners participating in NTW advocacy effort “We are highlighting the positive effects of tourism on the county’s economy and our quality of life as well as our positive image across the state and nation as an important historic destination,” said Freeholder Darling. “Through the efforts of MCTB, we have welcomed visitors to walk in the footsteps of George Washington and Alexander Hamilton, to visit the nation’s first National Historical Park and landmarks that tell the story of the Industrial Revolution, the Gilded Age and the American Arts & Crafts movement, among many others”. Three young visitors from Denmark come to our office. 2019 Annual Report | Page 5 Print Marketing Arts & Culture Page 6 | 2019 Annual Report Print Marketing 2019 Annual Report | Page 7 Digital Marketing Facebook ads HIGHLIGHTS: April 15-July 15, 2019 Of visitors drawn to the site by the facebook ads, 38% either Total Performance Data requested a visitor guide or signed Impressions Clicks (All) Unique Users Shares Post Reactions up for the newsletter, compared to Reached 3% of all site visitors. Of all the site’s information requests, 80% 364k 9,970 41,390 386 1,719 originated with facebook ads. IMPACT on morristourism.org We delivered more than 364k 377 visitor’s 622 visitor’s 2,665 sessions guide mail impressions with 2.8% resulting in guide downloads requests clicks, which is more than 3x the average. This, combined with 1,719 reactions shows us an 31 newsletter 2,339 users 61 hours on-site sign-ups engaged audience. The ads were shared 386 times, producing exponential exposure on those 80% of total visitor’s users’ timelines. 2,240 new users 4,423 page views guide requests and newsletter sign-ups The towns accounting for the most website visitors as a result of the facebook campaign were Ad Targeting: Parsippany-Troy Hills, Randolph, 15-mile radius of Morristown Wayne, Denville, Mount Olive, Age: 35+ or Parents of Children ages 1-8 Morristown and Newark. Interests: Outdoors, Culture, History, Events, Recreation Sources: Facebook Ads, Google Analytics HIGHLIGHTS: Of visitors drawn to the site by the Facebook ads, 38% either requested a visitor guide or signed up for the newsletter, compared to 3% of all site visitors. Of all the site’s information requests, 80% originated with Facebook ads. We delivered more than 364k impressions with 2.8% resulting in clicks, which is more than 3x the average. This, combined with 1,719 reactions, shows us an engaged audience. The ads were shared 386 times, producing exponential exposure on those users’ timelines. The towns accounting for the most website visitors as a result of the facebook campaign were Parsippany-Troy Hills, Randolph, Wayne, Denville, Mount Olive, Morristown and Newark. Page 8 | 2019 Annual Report Digital Marketing Digital display ads HIGHLIGHTS: April 19 – July 18, 2019 Performance Data Over three months, the 7% 6% Month Impressions Clicks Click-through Rate campaign delivered more than 464k Apr-19 20,850 13 0.06% impressions, resulting May-19 164,081 124 0.08% Jun-19 204,748 203 0.10% Desktop 87% in more than 674 hours Jul-19 74,324 119 0.16% Smartphone the ad being on screen, Grand Total 464,003 459 0.10% Tablet visible to users. Users clicking through 15,000 12,628 Top Towns’ Impressions 10,018 8,824 from display ads 10,000 7,651 7,457 7,297 6,913 6,253 6,225 5,877 5,707 5,402 5,333 5,204 5,046 4,974 registered 448 sessions 5,000 0 on morristourism.org, accounting for 685 page views and more than 8 hours of on-site activity. Geographical targeting: 15-mile radius of Morristown HIGHLIGHTS: Over three months, the campaign delivered more than 464k impressions, resulting in more than 674 hours of the ad being on screen, visible to users. Users clicking through from display ads registered 448 sessions on morristourism.org, accounting for 685 page views and more than 8 hours of on-site activity. Geographical targeting: 15-mile radius of Morristown Social Media Followers 6,663 + 24% 3,057 +20% 1,339 +5% 2019 Annual Report | Page 9 Morris County Tourism Bureau Members ARTS & CULTURE Domo 7 Japanese Restaurant and Hibachi Cooper Gristmill 70 South Gallery, LLC Dublin Pub Crossroads of the American Revolution Artrider Productions Inc. Eclectic Grill, Hyatt Regency Florham Park Historical Preservation, Little Red School House Boonton Arts El Monte Coffee Roasters Fosterfields Historical Farm Centenary Stage Co. Fresco Mexican Hacklebarney Farms Cider Mill Coro Lirico George & Martha’s American Grille Hanover Township Landmark Commission - GK’S Red Dog Tavern DerpyCon Hancock Cemetery Grain House Restaurant/ Olde Mill Inn Hanover Wind Symphony Historic Speedwell Grasshopper Off The Green Harmonium Choral Society Jefferson Twp. Historical Society Hickory Sticks BBQ and Catering, LLC Kiwanis Club of Randolph/Morristown CraftMarket Macculloch Hall Historical Museum & Garden J. Emanuel Chocolatier Madison