Boise Convention & Visitors Bureau 2016 Annual Report
BOISE.ORG A Letter From the Executive Director
The Idaho tourism economy continued to infrastructure opening in 2017 throughout shine across the state in 2016, especially the area, has allowed the Boise CVB to in the Boise area. In this first full year partner and seek future business that operating as the tourism division of the wouldn’t have fit into Boise in the past. We Boise Metro Chamber of Commerce, the successfully bid on and won the Council of Boise Convention and Visitors Bureau State and Territorial Epidemiologists that drove significant growth in the vital travel will be a huge city-wide effort. economy. This was especially the case in Boise is also finding newfound success in Boise, where hotel occupancies and room the arena of sports events. For the second rates continued to show positive growth. year in a row, the Far West Regional Soccer The merger’s success has already Championships accounted for more than reinforced the value of numerous strategic 15,000 room nights in June. In July, the collaborations. USA Waterski Championships splashed The Boise CVB worked with the Boise into the area for the first time. In October, Valley Economic Partnership to secure a the new Onward Shay Marathon was a hit strategic win for the valley in 2020. The with runners despite rough weather. The Industrial Asset Management Council is an year also yielded Boise some late-inning organization of top real estate directors for wins: We worked with the City of Boise Fortune 500 corporations from across the to successfully land the ESPN X-games country, including 3M, PepsiCo, General BMX and Skate pre-qualifier event at the Mills and Honda of America, along with beautifully remodeled Rhodes Skate Park, other economic development organizations for June of 2017. Finally, we helped Boise and large industrial firms. This is exactly the State secure the first and second round of sort of group a growing community wants the NCAA division 1 championships at Taco to host. Bell Arena in 2018. Timing was also on our side in 2016. In Looking ahead to 2017, the addition of June, over 200 Air National Guard Generals over 500 new hotel rooms in Boise by the and affiliates from across the country joined summer of 2017 and the completion of the us as Boise hosted the Adjutants General 2nd and 3rd phases of the Boise Centre Association. With the potential F35 mission Convention Center, we will continue to still a distinct possibility, it was a great time build on our successes. We know now to have high-ranking officers from across that strategic partnerships and bold steps the country visiting our community. can further build our strong and vibrant The Boise Centre convention center economy. opened its expansion in September, nearly Thank you for your continued partnership doubling its capacity. This essential asset and trust in our organization. added 36,000 square feet to its existing 50,000 square feet across the plaza. The Carrie Westergard, Executive Director added capacity, along with the new hotel
2 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT A Letter From the Board Chair
The Boise Convention and Visitors Bureau Boise also continues to make national had another terrific year in 2016. Carrie headlines with the recent US News & World Westergard, Executive Director and staff Report’s list of 2017 Best Places to Live continue to be extremely efficient in in America, #12 Boise, Idaho. The refresh marketing Boise and all of the various hotel of the CVB site, boise.org is modern and properties and venues that are available in engaging and the CVB’s new Tradeshow the community. Our relationship with the Booth displaying memorable portions Boise Centre continues to be robust as of the Boise Skyline has created plenty we partner on joint marketing and sales of attention. The excellent staff and the efforts. Carrie has once again expanded the progress that they continue to make are availability of grant funds with an increase a few of the many reasons why it was of 12% over the prior year. Additionally, the a pleasure to serve as the Board Chair CVB Staff continue to meet their sales goals in 2016. and targets as they generate bookings and interest in Boise through their FAM Trips, Michael F. McKnight, Site Visits, Trade Shows and Media Visits. Boise CVB Board Chair
Mission To enhance Boise’s economy through the marketing, promotion and selling of the city and region as a site for conventions, corporate meetings, trade shows, leisure travel, cultural, sports and special events.
2016 Staff Carrie Westergard, Executive Director Terry Kopp, Director of Sales Lisa Edens, Senior Sales Manager Alena Sheire, Sports/Convention Sales Manager Roseanna Margosian, Sales Assistant
2016 Board of Mike McKnight, Rocky Mountain Management & Development, Chair Directors Rebecca Hupp, Boise Airport, Chair-elect Moya Shatz Dolsby, Idaho Wine Commission, Past-chair Bill Connors, Boise Metro Chamber of Commerce Cece Gassner, Boise State University Cliff Clinger, Boise Centre Dave Terrell, Washington Trust Bank Erik Hansen, Hampton Inn & Suites John Cunningham, Block 22 Scott Ableman, AmeriTel Steve Schmader, International Festivals & Events Association
3 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT Tourism Matters
Results 1.68 million overnight stays with an increase of 6% from 2015 and 1,616,787 deplanements/passengers into Boise Airport up 8%. (data from 1/16-12/16 – source: STR report and Boise Airport)
Tourism Funding Revenue: $1,291,308 Budget: $1,287,770 .003% Increase
61% – Idaho Travel Council Grant (94% Lodging Tax) $790,399 33% – Boise Centre (Lodging Tax) $427,500 3% – City of Boise Grant $35,000 1.5% – Other $18,409 1.5% – In-kind $20,000
Tourism Investment Expenses: $1,275,628 Budget: $1,287,770 -1% Decrease
2% – In-kind $21,250 0% – Local/Advocacy $0 29% – Admin (salaries, non-grant, operations) $371,956 69% – Sales/Marketing/PR $882,422
Allocations
65% – Spent on Convention Marketing 35% – Spent on Tourism Marketing
Idaho Facts & Figures* · Total direct travel spending in Southwest Idaho was $1.4 billion in 2015. · Direct travel generated employment was 14,000. · Tourism ranks third in the gross domestic product of Idaho behind agriculture and computer/electronics.
* Source: Dean Runyan & Associates, February 2016
4 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT New in 2016
New Trade Show Booth Booth includes custom back drop with three dimensional cutouts, table wraps and custom turf carpet.
New Hop Up Booth This 10x10 Hop Up was designed to represent Boise and utilized for trade shows with shorter durations.
New Visitor Guide A new, easy to carry size with the intent for Visitors to use as a reference guide as they explore our great city.
New Hotel Intercept This survey was designed Survey to collect several measures covering a variety of topics from sampled overnight guests. A few key data points gathered include travel origin, purpose of visit and length of stay.
5 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT Local Outreach
10 Regional Presentations to
· Boise Metro Rotary · CREW (Commercial Real Estate Women) · Small Business Advisory · IBR Travel Industry Panel · Idaho Restaurant & Lodging Association · Boise Metro Chamber of Commerce Economic Outlook Panel · Boise Metro Chamber of Commerce board of director meetings (updates) · Boise Metro Chamber of Commerce Travel Advisory Board (updates) · Treasure Valley Lodging Association · Idaho Travel Council
NEW Air Service in 2016
· Southwest began service to Sacramento* · American began service to Dallas
* Southwest continued seasonal summer service to Chicago Midway adding a 20th nonstop flight to/from Boise, Idaho
6 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT MENS POLO marketing strategies Boise Is Logo, Branding and Photography
• Maximized the budget by focusing marketing activities to the proper geographic and audience
segments. Targeted the “lowest hanging fruit” by Boise is… A city nestled along the river where the desert softly meets geography; drive or non-stop airline markets in the Rocky Mountains. Idaho’s capital is a small city with a big heart and a hometown feeling.
When did Idaho become a state? What is Boise’s elevation? Potatoes, Potatoes, Potatoes…. On July 3, 1890 Idaho became the 2,840 feet above sea level Inca farmers developed the first potato. 43rd state in the Union In 1836, Presbyterian missionary What is Boise’s nickname? Henry Spalding taught the Nez Perce the surrounding western states. What is the state’s nickname? The City of Trees Indians how to cultivate potatoes. The “Gem State” Idaho is the nation’s largest producer What colleges and universities of potatoes, growing especially the What is the state motto? are in the Boise area? Russet Burbank, developed by Luther Esto Perpetua (Let it be perpetual) Boise State University, College of Burbank in the early 1870’s. Western Idaho, Boise Bible College, What is the state flower? College of Southern Idaho, College Climate and Temperature The Syringa of Idaho and Northwest Boise enjoys four distinct seasons. Nazarene University. The chart below indicates What is the state bird? seasonal temperatures. Actual Size: 2”wide x .9” tall Right Shoulder The Mountain Bluebird Who are the largest employers in Boise? Average Daily Temperatures Boise Fun Facts Boise Fun • Timed media placements when target audiences What is the state tree? Albertsons, Bank of America, Boise The Western White Pine Cascade, Idaho Power, J.R. Simplot, MONTH High Low Micron Technology, Saint Alphonsus January 36° 22° What is the state animal? Regional Medical Center, Saint Luke’s February 44° 28° The Appaloosa Horse Regional Medical Center and March 53° 32° State Gov’t. April 61° 37° were actively planning. For the majority of Boise’s What is the state fish? May 74° 44° The Cutthroat Trout How many golf courses are in June 81° 52° the Boise area? July 90° 58° What is the state insect? There are 17 golf courses in and August 88° 57° The Monarch Butterfly around Boise. September 77° 48° October 65° 39° visitors, the spring and early summer were when November 49° 31° What is the state gemstone? How many wineries and breweries The Idaho Star Garnet are there in the Boise area? December 38° 23° The Boise area boasts of over 25 What is the state fossil? wineries and a number Annual Precipitation: 11.7 inches they were planning future visits. Delivered the right The Hagerman Horse of microbreweries. What is the state folk dance? Is there a professional sports The Square Dance team in the Boise area? Boise is the home of the Idaho Does Idaho have a state lottery? Steelheads, an East Coast Hockey Yes League team; the Boise Hawks Minor League baseball team, and the Idaho message during the time when they’re most likely Stampede, a member of the NBA What is Boise’s population? 205,671 people Development League, LLC. to be receptive and act upon it.
boise.org • Inspired and engaged prospective visitors with impactful and unique messages. Brought Boise to life with creative that is on-brand, with Actual Size: 2”wide x .76” tall Left Shoulder photography that shows off, copy that is thought-provoking and initiates action.
BCVB :: Apparel • Worked with our strategic partners to further our mutual objectives for Boise. Partnerships came in the form of advertising, editorial content, social media sharing, promotions, research and more.
• All marketing communications were clear, concise with a persuasive call to action, driving target audiences to the newly designed website which effectively demonstrates the “BOISE IS” brand identity.
• Messaging and all marketing efforts strived to achieve an emotional response to the brand. Treat your group to a party on the
Utilized imagery that people relate to, envisioning The Basque Block Basque Block Boise is... A city nestled along the river where the desert softly meets the Rocky Mountains. themselves experiencing all Boise has to offer, and featuring authentic Idaho’s capital is a small city with a big heart and a hometown feeling.
entertainment and Idaho Ice World World Center for Birds of Prey communicating a message that strikes a chord. Learn to skate. Figure skating, hockey and Visitors can enjoy live bird presentations and public skating sessions are all available. guided tours – getting nose to beak! Explore www.idahoiceworld.com the world of raptors through interactive displays and multi-media shows. There is something food from the Bogus Basin Ski Resort fun for all ages! www.peregrinefund.org Created by the Boise community in 1942 and located just 16 miles from Boise, this resort is Boise is… open seven days a week, with 2,600 acres and Southwest Wine Region Basque culture. seven chairlifts, including two high-speed The history of Idaho wines dates back to 1864 quads! And, don’t forget to enjoy the Nordic when the first grapes were planted. A perfect Winter Activities Winter Center: access to miles of snowshoeing and combination of soil, climate and water, Idaho is Home to a thriving Basque the tubing hill. home to more than 50 wineries to explore. • Focused effort on new nonstop air service markets Your group will experience a taste of Idaho’s unique Basque culture. A www.bogusbasin.org www.idahowines.org community that continues the lively and vivid narrative about how these people came to live in this area Boise’s Downtown Museums Discovery Center of Idaho unique traditions of the home A hands-on science and activity center located will fascinate your group. Boise is home to one of the largest communities In Julia Davis Park, visitors will find a row of Boise’s museums including: Boise Art in Julia Davis Park is fun for all ages. With a with a dedicated strategy. country through dance, Museum, Idaho Historical Museum, mission to inspire lifelong interest and learning of Basque people outside of the Basque Country. Attendees can enjoy Idaho Black History Museum and the Idaho in science, technology, engineering and math. Anne Frank Human Rights Memorial, all within www.dcidaho.org language and great food. a reception in front of the only Basque museum in the United States, walking distance of downtown Boise. www.boise.org Basque Museum & Cultural Center followed with an authentic home-style Basque meal. Enjoy special Only one block from the convention center, Old Idaho Penitentiary this unique attraction provides a look into the entertainment provided by the Oinkari Basque Dancers and the acclaimed Only five minutes from downtown Boise heritage of the Basque communities of Idaho. and adjacent to the Idaho Botanical Gardens. Tour the Cyrus Jacobs-Uberuaga Boarding Boise Basque Choir. Visitors can experience over 100 years of House, one of the few remaining in the west. Idaho’s unique prison history. www.basquemuseum.com Located across the street from Boise Centre, it will be a most www.history.idaho.gov/old-idaho-penitentiary
enjoyable and memorable time for all. www.thebasqueblock.com Idaho State Capitol In the heart of downtown, Idaho’s State Capitol is one of the state’s most treasured buildings modeled after the nation’s capitol and the only one in the U.S. heated by geothermal water. The building is open 24/7 and has unique Idaho gifts located in the Gift Shop. www.capitolcommission.idaho.gov boise.org
boise.org
7 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT marketing
Boise.org Enhancements
New Home Page Social Media Integration
New Website Partner Advertising Opportunities
8 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT collateral
101 Most Asked Visitor Guide New - Meeting Planner Guide Questions (30,000 (30,000 copies) (2,000 copies) copies)
Partnered with Museum Association, Downtown Boise Association, Greenbelt Map and WalkAbout Boise Tour Tear Off Maps
9 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT online Social Media
Facebook Likes Website Average 16,000 visits 2014: 18,420 per month 2015: 19,057
2016: 19,798
Twitter Followers
2014: 3,643
2015: 4,336
2016: 5,068
eNewsletter Sent monthly to over Total Tweets 17,700 recipients (17% growth in subscribers since 2014: 1,926 Jan. 2016) 2015: 2,507
2016: 2,806
Instagram Followers
2014: 1,702
2015: 6,264 2016: 15,600
Lead Generation · CVENT Total Instagram Posts Programs · Helms Briscoe · NorthwestTravel and Life 2014: 249 · Meetings Today 2015: 467 · Madden Media · Sports Destination Mgt. 2016: 620
10 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT corporate / meetings
Print Advertising Publications: Are you ready · Connect Associations to find out why · Meetings Focus USA Today · NW Meetings & Events named us one of the Total circulation reach 650,000 travel-worthy state T o d a ys ia n o th e rd a y a th e o ffi c eS . o si t o m o r r o w B . u th e n e x dt a y y o u g e to ta k e capitals? t h a st h o r flt gi h to B o si eT . h e p al c e y o u v ’ e h e a rd si d fei re n W t. h e re b u sn i e s s a n d pleasure actually do co-exist. See if you can s ta yu j s at n o th e rd a yE .x p e rei n c e B o si e .
Hiking. Boating. Biking. Walking. Golfing. Climbing. Fishing. Dining. BCVB6981-ConnectFullPageAd-FINAL.indd 1 7/12/16 4:51 PM Shopping. Occasionally we like to ask our visitors to squeeze in some B I I I I B time for meetings. Come to Boise to see if its real. Come back to Boise because you’ve found out it is.
Skiing. Hiking. Boating. Biking. Walking. Climbing. Fishing. Dining. Shopping. Occasionally we like to ask our visitors to squeeze in some time for meetings. Come vis it Bois e vis it Bois e vis to Boise to see if it’s real. Come back to it Bois e bois ecvb Boise because you’ve found out it is.
11 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT leisure
Print Advertising Looking Publications: for a · Alaska Air/ Horizon edition PHOTO CREDIT: TREEFORT CREDIT: PHOTO are you ready TO - 640,000 passengers line to · Northwest Travel sunshine? - total circulation treefort? reach 300,000 se Is. · Idaho Travel Guide Boi boise is. - 152,000 distributed With 20 nonstop destinations throughout the northwest, it’s easy to get some serious vitamin D in Boise. What if what you’ve heard Spend your day surfing or paddling at the Boise River Park, then hit up a local is better than you expected? cafe or pub before hitting the sack in one of Boise’s hotels, inns or B&Bs. Time to get booking! What if you have been missing out on the one place that will become a special destination? Experience Boise.
BOISE CONVENTION & VISITORS BUREAU
What if what you’ve heard is better than what you expected. What if you have been missing out on the one place which will become a special Boise is a destination. You don’t come here on your way to anywhere else. destination. Don’t wait. But that is also why everything is here - because there is nowhere else. And for our visitors, they find that we have everything they come for - and more. Experience Boise.
BCVB06623 - Connect Sports (Winter) - FINAL.indd 1 2/10/16 8:51 AM
12 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT leisure
Digital Advertising · Google AdWords · Trip Advisor - 136,000 with 2,337 click thrus annual sponsorship page views - 365,501 banner ad impressions with 411 click thrus · Adara - 386 bookings total, including 108 flights; 278 hotel · Idaho Statesman - 101,469 impressions with 83 click thrus
13 BOISE CONVENTION & VISITORS BUREAU – 2016 ANNUAL REPORT Sports Marketing
Print Advertising BOISE CONVENTION & VISITORS BUREAU · Sports Events · Connect Sports · Sports Events · Far West Ski Magazine
Total circulation reach 75,000