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Destination Marketing Campaign 2010

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Destination Marketing Campaign 2010 The Woodlands Township Board of Directors Meeting July 18, 2013 • 52,000+ requests • 13,000+ Mailed to businesses and (English & Spanish) others who have expressed • Distributed at 90+ interest in CVB activities different locations • Distributed to merchants, hoteliers & visitor centers • 7,800+ requests • 90,128 total unique website visits PR Value = $340,183 (unpaid advertising) Responses to Media about The Woodlands: 210+ Articles Featured on The Woodlands as a destination: 710+ Culture Map Houston HERE Houston Houston Chronicle KHOU Great Day Houston Meeting Planners Guide Texas Meetings + Events Over 17.9 million impressions generated (print, online, TV, radio) Print See Texas First – Spring, Houston Visitor Guide – Spring, Interfaith Dining Guide, Texas Town & Cities Online Monthly e-newsletters distributed to over 22,000 Search Engine Marketing: Generated over 20,416 visits to website TV 234 Spots May to June ABC, CBS, FOX, NBC, Comcast Cable Radio 342 Spots May to August KODA 99.1, KHMX 96.5, KKBQ 92.9 Upcoming Efforts Print – AAA Texas Journey, See Texas First – Fall Billboard – Fall Online – Expedia.com January-June 2012 January-June 2013 ▫ 55,851 Visitors ▫ 54,953 Visitors ▫ 450 different zip codes ▫ 576 different zip codes ▫ 77 different countries ▫ 79 different countries 49 states ▫ ▫ 48 states • YouTube.com/TheWoodlandsCVB • 29,588 Views • Facebook.com/VisitTheWoodlands • 5,758 Likes • Twitter.com/TheWoodlandsCVB • 1,000 Followers • Public Relations and Advertising • Industry specific publications • The Woodlands Meeting Planner Guide • Group Sales Kit (in progress) • Group Sales video (in progress) • Online • www.MeetingsInTheWoodlands.com • 774 Unique Visits • E-Blasts customized for groups Implementation of the empowerMINT lead system to prospect groups Sales Leads Collected: 30 Citywide bids Texas Association of Convention & Visitors Bureaus (TACVB) 2015 Annual Conference Hyatt Place hotel to open December 2013 150 guest rooms 7,000 square feet of meeting space Guests also have access to a complimentary e-room with public computers and a printer. Hyatt is recognized throughout the world for hosting successful and memorable meetings and events, with the Planner Rewards Program. Planners will enjoy valuable benefits and recognition at Hyatt Hotels and Resorts. Hyatt Place will be offering all-inclusive meeting packages. May 25 & 26, 2013 August 31 & September 1, 2013 January 31, 2013 Estimated attendance: 10,000+ Estimated Attendance: 6,000+ Anticipated attendance: 10,000+ 18TH ANNUAL CHILDREN’S FESTIVAL November 9 & 10, 2013 June 6 – 8, 2013 Anticipated attendance: 8,000 Estimated attendance: 11,000 Saturdays – March 2, 9, 16, 23 & 30; April 6, 20 & 27, 2013 Estimated attendance: 8,500+ November 23, 2013 Anticipated attendance: 25,000+ Saturdays, June 1 – 29, 2013 Estimated attendance: 4,000+ Saturday, April 13, 2013 Estimated attendance: 1,000+ STAR SPANGLED SALUTE July 3, 2013 November 23, 2013 – January 20, 2014 Estimated attendance: 11,000+ Anticipated attendance: 100,000+ 4TH OF JULY PARADE April 13 & 14, 2013 July 4, 2013 Estimated attendance: 17,000+ Estimated attendance: 20,000+ Saturdays, December 7 – 21, 2013 Anticipated attendance: 3,000+ May 18, 2013 July 4, 2013 Estimated attendance: 2,400 athletes Estimated Festival Attendance: 50,000+ & 18,000 spectators Estimated Fireworks Spectators: 100,000+ Every Saturday Night in March & April 2013 Featured Live Music at Waterway Square with Special Event BAM! JAM! on April 13 8,500+ Estimated Attendees Survey Results Included: - 91% planned on dining while visiting - 90% planned on shopping while visiting - 47% said the event brought them to Waterway Square - 47% of attendees came from zip codes outside of The Woodlands Sample Size - 163 Saturday, April 13 and Sunday, April 14, 2013 Featured 200 Juried Fine Art and Fine Craft Artists, Performing Arts, Family ARTopoly Area, Food, Wine and More at Town Green Park & Along The Waterway 17,000+ Estimated Attendees Survey Results Included: - 98% would recommend the Festival to a friend - 97% would return to the Festival - 53% came from zip codes outside of The Woodlands Sample Size – 758 May 15 – 19, 2013 More than 2,400 Athletes & 18,000 Spectators Survey Results Included: - 87% said Ironman brought them to The Woodlands - 86% came from zip codes outside of The Woodlands - 59% planned to stay the night - 49% were from outside of Texas - 46% had not visited The Woodlands before - 28% planned to spend more than $500 while in The Woodlands Sample Size: 2,434 = 88% athletes, 9% spectators, 3% no response Saturday, May 25 & Sunday, May 26, 2013 Featured Fireworks, Live Music, Local Veterans, Vendors, Activities & More from 6 p.m. to 9 p.m. Each Night at Waterway Square 10,000+ Estimated Attendees Survey Results Included: - 90% planned on dining while visiting - 88% planned on shopping while visiting - 55% came from zip codes outside of The Woodlands Sample Size - 276 June 3 - 9, 2013 Featured 50+ Individual Events with 11,000 Attendees Survey Results Included: - 81% planned on dining while visiting The Woodlands - 79% planned on shopping while visiting The Woodlands - 61% planned to stay the night - 58% represented zip codes outside of The Woodlands Sample Size – 144 Saturdays Nights in June 2013 Featured Live Music, Strolling Entertainers and Children’s Activities 4,000+ Estimated Aattendees Survey Results Included: - 95% planned on dining while visiting - 85% planned on shopping while visiting - 60% came from zip codes outside of The Woodlands Sample Size - 77 Thursday, July 4, 2013 Featured Fireworks, Live Music, Vendors, Strolling Entertainers, Children’s Activities & More at Town Green Park & Waterway Square Estimated 50,000+ Along The Woodlands Waterway 100,000+ Estimated Fireworks Spectators Survey Results Included: - 98% rated the Festival as good or excellent - 79% came from zip codes outside of The Woodlands - 67% planned on dining while in The Woodlands - 65% said the event brought them to The Woodlands Sample Size - 482 Saturday, August 31 & Sunday, September 1, 2013 6 p.m. – 9 p.m. Each Night at Waterway Square Featuring Fireworks, Live Music, Vendors, Activities & More Saturdays, September 14 – October 12, 2013 6 p.m. – 8 p.m. Each Night at Waterway Square Featuring Live Music $258,900 outside sponsorships committed in contract $44,450+ in-kind sponsorships 2,800+ sponsor communications and 70+ sponsor visits 2013 To Date: 23 Private Charters & Special Events Approximately 700 Participants Year to date ridership total is down 9% from 2012. January – May 2013 Ridership: 14,760 Favorable/ YTD Budget YTD Actual (Unfavorable) Revenues Revenue 116,770 116,067 -703 Favorable to Expenditures 113,418 110,451 2,967 Operating Costs Net 3,352 5,616 2,264 ▫ 205 Total Purchased ▫ 195 Basic ▫ 10 Premium Source: http://blog.chron.com/hottopics/2013/07/the- Source: http://gma.yahoo.com/blogs/abc-blogs/texas- woodlands-resort-comes-through-with-weird-request/ hotel-fulfills-guests-ridiculous-request-181901644.html The Woodlands Township Board of Directors Meeting July 18, 2013.
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