BUSINESS PLAN 2018 - Visit Buffalo Niagara · 2018-01-26 · Allianz Global Assistance’s Annual...

VisitBuffaloNiagara.com

APPROVED BY THE BOARD OF DIRECTORS ON NOVEMBER 1, 2017

UNEXPECTEDM E E T T H E

B U S I N E SS P L A N 2 0 1 8

AboutVisitBuffaloNiagaraVisitBuffaloNiagaraistheofficialandaccrediteddestinationmarketingorganizationforErieCounty,theCityofBuffaloanditsincorporatedcities,townsandvillages.AstheprimaryprogrammaticarmforBuffaloNiagara’stravelandtourismpromotion,itleadstheBuffaloNiagaratourismindustrytoworktogethertogeneratevisitorspendingbydevelopingandimplementingcomprehensivedestinationmarketingprograms.Itisaself-governingprivatenot-for-profitcorporationwithaBoardofDirectors.

The2018BusinessPlanisareflectionofthecontinueddramaticdevelopmentstakingplaceinourcommunity.Newhotels,eventsandattractionsarefuelingarenewedappreciationforBuffaloNiagaraasavisitordestination.VBNispreparedtoleveragetheseassetsthroughcreativeandinnovativemessaging,programmingandbranding.Inaddition,thesalesandmarketingeffortswehaveplannedfortheyearaheadarealignedwitha5-yearstrategicplanwrittenandapprovedin2014.

ThesearetrulyexcitingtimesforBuffaloNiagara.Areavisitorreceiptswereatanall-timeannualhighin2016,withestimatestotaling$1.713billionintourismeconomicimpactforErieCounty—a2.4%increaseovertheprioryear—whilealsosupporting32,158localjobsandproducingvisitorstateandlocaltaxrevenuesestimatedat$213million.ThehighrateoftourismeconomicreceiptsalsotranslatedintoataxsavingsperErieCountyhouseholdover$562in2016.

In2016,VisitBuffaloNiagara’ssalesteamproducedsolidresults,securing161,680futurehotelroomnights;booking538conventions,meetings,amateurathleticeventsandgrouptoursandgenerating871salesleads.Theseeffortswillresultin$164millioninfutureeconomicimpact.VBNhasalsobeensuccessfulinitsmarketingeffortsgeneratingnon-localmediacoveragewithatotalmediavalueofnearly$3.2million.

MissionStatementVisitBuffaloNiagarasellsandmarketsourassetsandattractionstovisitorsoutsidetheBuffaloNiagararegionasaconvention,tourismandleisuredestinationfortheeconomicbenefitofthecommunity.VBNisErieCounty'sleadmarketingorganizationforconventions,meetings,amateursportingevents,culturalandheritagetourismandconsumertravel.

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TableofContents

VisitBuffaloNiagaraStandingCommittees………………………………………………........................................

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MarketingandTourismTrendsforFiscalYear2018…………………………………………………………………………

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VisitorProfileforBuffaloNiagaraRegion………………………………………………………………………………………….

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NewDevelopmentsforFiscalYear2018…………………………………………………………………………………………..

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GoalsforFiscalYear2018…………………………………………………………………………………………………………………

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Marketing…………………………………………………………………………………………………………………………………………

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Communications………………………………………………………………………………………………………………………………

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ConventionSales………………………………………………………………………………………………………………………………

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SportsSales………………………………………………………………………………………………………………………………………

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TourandTravelSales……………………………………………………………………………………………………………………….

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ClientServices………………………………………………………………………………………………………………………………….

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DestinationDevelopment&IndustryRelations………………………………………………………………………………..

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Administration…………………………………………………………………………………………………………………………………

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SummaryofVisitBuffaloNiagaraPerformanceMeasurementObjectives……………………………………….

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VisitBuffaloNiagaraStaffIndustryLeadershipPositions………………………………………………………………….

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VisitBuffaloStandingCommitteesExecutiveCommitteeoftheVBNBoardofDirectors

AuditandFinanceCommittee

BuffaloNiagaraSportsCommission–AdvisoryCouncil

MarketingCommittee

SalesandServicesCommittee

DestinationDevelopment/IndustryRelationsCommittee

ConventionCenterAdvisoryCommittee

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MarketingandTourismTrendsforFiscalYear2018AccordingtotheJuly2017U.S.TravelOutlookpreparedbytheU.S.TravelAssociation(USTA):“Afterslowingdownconsiderablyin2016,theU.S.economywilllikelypickupin2017,withprojectedGDPgrowthof2.3percent.Solidbusinessinvestmentduringthefirsthalfof2017providedaneededboostfordomesticbusinesstravel,andincreasedgrowthinthedomestictravelmarketoverall.In2018,U.S.GDPisforecastedtoaccelerateandincreaseby2.5percent.Continuedmoderateeconomicgrowthwilltightenthelabormarketfurther:forecastedtoaverage4.7percentin2017and4.6percentin2018.Onenoteofcaution:Thereisagreater-than-normallevelofuncertaintyinthisforecast.Thenewadministrationhasannouncedmajorinitiativesintheareasoftaxreformandinfrastructure.Ifandwhenthesepoliciesareenacted,theycouldhaveapositiveimpactondomestictravel.Atthesametime,however,thenewadministration’srhetoricandpotentialactionsrelatedtointernationaltravelcouldhaveanegativeeffectoninternationaltraveltotheU.S”(ascitedbyUSTA).

Regardingdomesticleisuretravel,USTAreports,“Thepresidentialelection,andthehopeofnewjobsandincomeprospects,ledtoasurgeinconsumerconfidenceattheendof2016.Confidenceintheeconomy,wagesandemploymentareimportantforthetravelindustry,becausetravelspendingisdiscretionary,andimpactedbyhowconsumersfeelaboutthestabilityoftheirjobsandtheoveralleconomy.Althoughconsumerconfidencewasstrongin2016,particularlyattheendoftheyear,keydriversofleisuretravelintheU.S.—personalincome,employment,andprivateconsumption—generallygrewmoreslowlyin2016,andareexpectedtomoderatefurtherin2017.Domesticleisuretravel,afterexperiencingstrong3.6percentgrowthin2015—fueledbysolideconomicgrowthaswellasadramaticfallinenergyprices—increased1.7percentin2016andisexpectedtogrowbyasimilar1.8percent,to1.8billionpersontripsin2017.In2018,domesticleisuretravelwilllikelyincrease2percent”(ascitedbyUSTA).

Nationally,theConferenceBoardConsumerConfidenceIndexwhichhaddeclinedmarginallyinJune,improvedinJuly.TheIndexnowstandsat121.1,upfrom117.3inJune.“ConsumerconfidenceincreasedinJulyfollowingamarginaldeclineinJune,”saidLynnFranco,directorofeconomicindicatorsatTheConferenceBoard.“Consumers’assessmentofcurrentconditionsremainedata16-yearhighandtheirexpectationsfortheshort-termoutlookimprovedsomewhataftercoolinglastmonth.Overall,consumersforeseethecurrenteconomicexpansioncontinuingwellintothesecondhalfofthisyear”(ascitedbyUSTA).

Afterremainingflatin2016,travelinflation,asmeasuredbytheTravelPriceIndex(TPI)isforecastedtoincrease3.6percentin2017,thefastestgrowthsince2011.Thisaccelerationiscausedbytwoprimaryfactors.First,afterfouryearsofannualdeclines,thepriceofmotorfuelwilllikelyincrease1.9percentin2017.Second,inflationinpricesforlodgingawayfromhome(3.0%)andfoodawayfromhome(3.8%)arebothexpectedtorisein2017,comparedto2016.In2018,travelinflationisexpectedtogrowbyasimilar3.5percent.

“AccordingtoarecentAAAsurvey,morethanone-thirdofAmericans(35percent)areplanningtotakeavacationof50milesormoreawayfromhomeinvolvingtwoormoreimmediatefamilymembersthisyear.Theoverallvolumeoftravelersremainsunchangedfromlastyear,indicatingthatAmericans

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continuetoprioritizetravelingasafamily…{T}hereisasignificantincreasethisyearinthenumberofAmericanswhosaytheyareplanningtotakethreeormorevacations.The28percentoffamilytravelerswhowilltakethreeormoretripsthisyearis13percentagepointshigherthan2016”(ascitedbyUSTA).

OtherUSTAforecastsfortravelnationwideare:

• TotaltravelexpendituresintheU.S.:up2.8percentin2017• TotalinternationalvisitorstotheU.S.:up2.4percentin2017,up4.1percentin2018• Totaldomesticperson-trips:up1.4percentin2018• Leisuredomesticperson-trips:up1.6percentin2018• Businessdomesticperson-trips:up0.8percentin2018

ACarlsonWagonlitstudyprojectedairfaresandhotelratestoriseoverthenextyear.Risingfuelcostsandincreaseddemandwerecitedasmainreasonfortheincreases.InNorthAmerica,theincreaseswillbemoremodest,withairfaresexpectedtorise2.3percentandhotelratestoincrease2.9percentnextyear,thestudysaid.Worldwide,airfaresareprojectedtorise3.5percentin2018withhotelratesjumping3.7percentandgroundtransportation,suchastaxis,rising1.6percentaccordingtoCarlsonWagonlit.

AllianzGlobalAssistance’sAnnualSharingEconomyIndexrevealedanuptickinfamiliarityandplanneduseofsharingeconomyservices.HalfoftravelersindicatedtheywerelikelyorverylikelytouseserviceslikeUber,LyftorAirbnbthisyear,comparedto36percentin2016and17percentin2015.Astheyearshaveprogressed,familiarityhassignificantlyincreasedacrossallsharingeconomyservices,withAirbnbandLyfthavingseenthelargestincreaseinfamiliarity.Whilefamiliarityandlikelihoodofusingsharingeconomyserviceshaverisensignificantlysince2016,fewerthantwoin10Americansarewillingtosaytheyare“verytrusting”oftheservices.

Asof2016,morethanhalfoffamilieswithchildrenareheadedbymillennials,accordingtotheCensusBureau.Despitethefactthatmillennialsarepostponingmarriageandchildbearing,thegenerationnowaccountsforthemajorityofhouseholdswithchildrenunder18.Nearlyhalf(48%)ofmillennialhouseholdsincludechildrenunderage18.AmongGenerationX,thefigureisalmostidenticalat49percent.

Choosingadestinationisalengthyandinvolvedprocess,accordingoExpedia’slatestwhitepaper,“DestinationSelectionduringtheTraveler’sPathtoPurchase.”Asignificantnumberoftravelshoppersinvestigatemultipledestinationsatthestartoftheirbookingjourney.Justoverone-thirdofU.S.travelersweighmultipleoptionsattheoutset.SinceAmericanstypicallyhavelessvacationtimethantheircounterparts,travelislikelyanevenmorehighlyconsideredpurchase.Inthesevenweeksleadinguptoahotel,airorpackagepurchase,Americanslogged140visitsonaveragetotravelsites.OnlinetravelagenciesaremoreinfluentialresourcesforU.S.Travelers,with17percentattributingtheirdestinationselectiontoonlinetravelagencies.

AccordingtoSmithTravelResearch,totalU.S.roomrevenueincreased2.6percentfromayearagoinJune2017.PreliminaryJuly2017datafromSTRshowsmixedperformancefortheU.S.hotelindustry.Overalloccupancyperformancerangedfroma2percentdeclinetoflatwhileaveragedailyrate(ADR)

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growthrangedfromflatto2percent,resultinginarevenue-per-available-roomrangeof1percentdeclineto1percentgrowth.

ContinuedmodestgrowthisprojectedfortheU.S.hotelindustrythrough2018,accordingtoSTRandTourismEconomics’latestforecast.“Demandgrowthexceededforecastsduringthesecondquarter,whichfallsinlinewithreportsthattourismhassurpassedexpectations,”saidAmandaHite,STR’sPresidentandCEO.“Thatledustoliftour[revenueperavailableroom]RevPARprojectionsfortotal-year2017,evenwithweaker-than-expectedADRgrowth.Thatlackofpricingpowerwillbemoreofanissuein2018whenoccupancyisforecastedtodecline.Regardless,industryperformanceshouldstayhealthywithmoderaterategrowthpushingRevPARlevelstoall-timehighs.”

Predictionsfortotal-year2017arethattheU.S.hotelindustrywillreportflatoccupancyat65.5percent,a2.3percentriseinADRto$126.94anda2.3percentincreaseinrevenueperavailableroom(RevPAR).RevPARgrewmorethan2.0percentforeachyearfrom2010to2016.

Growthinglobalairpassengertrafficmarketreacheda12-yearhighinthefirsthalfof2017.Passengergrowthgrew7.9percentcomparedtothefirsthalfof2016andloadfactorhitarecord80.7percentaccordingtoInternationalAirTransportAssociation’s(IATA)JuneAirPassengerMarketAnalysis.IATAattributedtheyear’sstrongstarttoanimprovingglobaleconomicbackdropandstimulusfromlowerairfares.Theindustry’sannualizedgrowthpaceremainsaheadoftheaveragegrowthrateofboththepastfive(6.4%)and10years(5.5%),IATAsaid.

AccordingtotheU.S.EnergyInformationAdministrationShort-termEnergyOutlook,U.S.regulargasolineretailprocessaveraged$2.30pergalloninJuly,down5cents/gallonfromtheaverageinJunebut5cents/gallonhigherthanJuly2016.DuringtheApril-through-Septembersummerduringseasonof2017,U.S.regulargasolineretailpricesareforecasttoaverage$2.37/gallon,14cents/gallonhigherthanlastsummer.AnnualaverageU.S.regulargasolineretailpricesareforecasttobe$2.33/galloninboth2017and2018.(Note:thisinformationwasgatheredpriortoHurricaneHarvey’shittingTexasgulfcoastonAugust25,2017.)

NewPhocyswrightresearchfoundthatmillennialbusinesstravelersarebookingalmosthalfoftheirnewairlinereservations–andoverhalfoftheirnewhotelbookingsonsmartphones.Thisshifttomobilehasimpactedmanagedtravelprogramsingeneral,withnearlyhalfofmobilereservationsgoingtoeitherOTAsorsuppliersites,accordingtoPhocuswright’sTheU.S.BusinessTraveler”DebunkingCommonMythsaboutCorporateTravel.Thesmartphoneistheplatformofchoicenotonlyforresearch,butforbookingsaswell.

In2018,overallinternationalvisitationtotheU.S.willlikelyincreaseby1.9percentto76.9million.AnexpectedrecoveryinEuropeanvisitation(excludingtheUK)willjoincontinuedincreasesinAsian,LatinAmericanandCanadianvisitationtotheU.S.Asthetopinboundcountry,theLooniewillhaveCanadiansflockingbacktotheUnitedStates.VisitationfromCanadaisup1percentafterdeclining6percentin2016andisexpectedtoincrease3percentin2018(ascitedbyUSTA).

Hotels.com’slatestChineseInternationalTravelMonitorprojectstheU.S.tobecomeanincreasinglypopulardestinationforChinesetravelers,rankingonlybehindFranceamonginternationaldestinationsoverthenextyear.TheincreaseininboundChinesetravelersisattributedinpartto“arecentagreementbetweentheU.S.andChinatoextendvisasforshort-termbusinesstravelers,touristsand

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students.”Accordingtothestudy,thetopU.S.marketsforChinesetravelersareHawaii,NewYork,California,NevadaandWashington.

ADecember2016M&Cmagazinearticleonthe2017outlookpredictedsomechangesinthenewyearforthemeetingsindustry,suchasNorthAmericabecomingabuyer’smarket,withhotelsupplyexpectedtooutpacedemandin2017forthefirsttimeineightyears”(ascitedbyUSTA).

TheInternationalAirTransportAssociation(IATA)announcedglobalpassengertrafficresultsforMayshowingthatdemandrose7.7%comparedtothesamemonthin2016.Thiswasslowerthanthe10.9%growthrecordedinApril.However,thisstillwaswellaheadofthe5-and10-yearaveragegrowthrates.Capacityclimbed6.1%,andloadfactorrose1.2percentagepointsto80.1%,whichwasarecordhighforthemonth.

Newairlineroutesfor2017and2018includeFrontier’snonstopflightsfromBuffalotoMiami,Ft.Myers,Orlando,TampaandDenver.NFTAofficialshavereportedlybeenworkingtoattractaninternationalcarriertobegindirectairservicetoEurope.VBNisrespondingtothepotentialforthisinternationalairarrivalwithstaffresourcesdevotedtoaglobaltourismstrategyfor2018.

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VisitorProfileforBuffaloNiagaraRegionSource:YoungStrategies,“VisitorProfileResearch”conductedforVisitBuffaloNiagara,May2015LeisureVisitorProfile

• Averageageis55yearsold• 57%female• Educatedtypicallyatorabovethecollegelevel• Lengthofstayis2nights• Overhalfofvisitorsbookwithin30daysofarrival• Travelpartyisusually2or4people,mostlikelyadultsonly

OvernightDomesticVisitation

• Travelpartyspending:$879.09perstay• Top5attractionsvisited:

o DarwinMartinHouse–41%o Canalside–30%o AlbrightKnoxArtGallery–25%o BuffaloandErieCountyNaval&MilitaryPark–22%o Graycliff–21%

• PointsofOrigin:NewYork,Florida,Pennsylvania,Ohio,California

OvernightInternationalVisitation

• Travelpartyspending:$910.74perstay• Top5attractionsvisited:

o Didnotvisitattractions–38%o DarwinMartinHouse–25%o AlbrightKnoxArtGallery–20%o Graycliff–12%o BuffaloBisonsgame–10%

• PointsofOrigin:SouthernOntario

DaytripDomesticVisitation

• Travelpartyspending:$225.70perstay• Top5attractionsvisited:

o DarwinMartinHouse–38%o Canalside–20%o AlbrightKnoxArtGallery–19%o BuffaloZoo–19%o BuffaloandErieCountyNaval&MilitaryPark–17%

• PointsofOrigin:NewYork,Pennsylvania,Ohio,Florida

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DaytripInternationalVisitation

• Travelpartyspending:$393.94perstay• Top5attractionsvisited:

o Didnotvisitattractions–42%o DarwinMartinHouse–22%o AlbrightKnoxArtGallery–16%o BuffaloSabresgame–11%o BuffaloZoo–10%

• PointsofOrigin:SouthernOntario

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AverageOccupancyandAverageDailyRateHistory

YEAR AVERAGEOCCUPANCY AVERAGEDAILYRATE BEDTAXREVENUE VBNBUDGET*2008 68.2% $89.62 $7,846,132 $3,185,8502009 62.3% $87.82 $7,514,807 $2,985,0002010 64.6% $87.98 $7,918,120 $3,404,2002011 65.9% $90.79 $8,556,982 $3,489,0502012 66.3% $93.91 $8,861,557 $3,593,7742013 65.4% $96.47 $9,751,127 $4,117,5702014 64.1% $99.56 $9,928,615 $4,005,0002015 62.2% $101.23 $10,442,091 $4,011,1332016 61.7% $102.04 $10,523,063 $4,070,750

2017** 62.8% $104.00 $10,680,900 $4,159,5702018** 60.0% $103.00 $10,895,000 $4,285,220

*includesErieCountygrantallocationandVBNgeneratedrevenue**2017/2018projections

ErieCountySupply/Demand

YEAR ERIECOUNTYHOTELINVENTORY ERIECOUNTYSUPPLY ERIECOUNTYDEMAND2008 8,663Rooms 3,126,524 2,133,0512009 9,322Rooms 3,293,652 2,083,4262010 9,322Rooms 3,401,734 2,200,6862011 9,106Rooms 3,291,131 2,174,8512012 9,279Rooms 3,360,266 2,231,1672013 9,721Rooms 3,452,216 2,258,6042014 10,080Rooms 3,576,890 2,293,0222015 10,567Rooms 3,856,955 2,330,5432016 10,149Rooms 3,807,571 2,349,229

2017** 10,736Rooms 3,752,500 2,360,9752018** 11,200Rooms 4,088,000 2,420,000

**2017/2018projections

ErieCountyTotalTourismImpact

YEAR TRAVELERSPEND LABORINCOME EMPLOYMENT LOCALTAXES STATETAXES2008 $1,464,107,000 $754,674,000 28,504 $93,786,000 $91,188,0002009 $1,322,253,000 $721,390,000 27,861 $86,300,000 $85,988,0002010 $1,368,210,000 $744,088,000 28,198 $88,423,000 $84,823,0002011 $1,491,601,000 $807,347,000 29,148 $92,797,000 $90,890,0002012 $1,567,228,000 $833,666,000 28,909 $105,893,000 $86,009,0002013 $1,605,832,000 $850,749,000 29,635 $108,185,000 $88,023,0002014 $1,638,866,000 $864,890,000 29,888 $111,538,000 $89,463,0002015 $1,675,930,000 $916,412,000 30,826 $114,849,000 $92,942,0002016 $1,713,115,000 $951,476,000 32,158 $117,598,000 $95,584,000

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NewDevelopmentsforFiscalYear2018

• 150thanniversaryofthecreationoftheBuffaloOlmstedParksSystem.

• StartoftherehabilitationoftheDarwinMartinHouselandscape.

•OpeningoftheBuffaloArchitectureCenterattheRichardsonOlmstedComplex.

• Continuedimplementationofthe‘UnexpectedBuffalo’campaignintheleisure,meetings,groupsandamateursportsmarkets.

• HosttheNCAACrossCountryChampionships.

• CompletionoftherestorationoftheIsabelleMartinHouseatGraycliff.

• OpeningofExplore&MoreatCanalside.

• Openingofsolar-poweredcarrouselatCanalside.

• OngoingimplementationofVisitBuffaloNiagaraAcademyprogram.

• HeartlandTravelShowcase(February).

• ContinuedpartnershipwiththeSenecaGamingCorporation.

• Openingofnewhotelproperties–ResidenceInn(Allentown)

• Continuationofthe“BringItHome”campaignformeetings/conventionsandsportingevents.

• OpeningofBuffalo’sReadingParkadjacenttoCentralLibrary.

• AssociationforPreservationTechnologyInternationalConference(September).

• DevelopmentoftheBuffaloNiagaraMedicalCampus,OneSenecaandtheAM&A’sBuilding.

• OngoingimplementationofStrategicPlan2015-2020

• OngoingpublicmuralinitiativebytheAlbright-KnoxArtGallery.

• TheGreatRaceatthePierceArrowMuseum(June)

• CompleteDestinationInternational’sDestinationNEXTProgram

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GoalsforFiscalYear2018

• Continuetostrengthenthearea’sappreciationandsupportofthevisitoreconomy,especiallybyelevatingVisitBuffaloNiagara’scredibilitywithcommunitystakeholdersoropinion-leadersandbyelevatingErieCounty,NY’sbelievabilityasaninternational/world-classtourismdestinationintheeyesofresidentsaswell.ThisisachievedthroughintegratedmarketingcommunicationsaimedatlocalsandcarriedoutbykeyVBNstaffaccordingtoDestinationsInternationalandU.S.TravelAssociationstrategies.

• DemonstratethatVBNisfullyandeffectivelymeasuringandtrackingtheperformanceofourdestinationandourareahospitalityindustrybyenhancingexistingdestinationdatadashboardutilizingbestpracticesprescribedbyDestinationsInternational’saccreditationprogramfordistributiontoindustryandgovernmentstakeholders.

• Developandsecuremajormeetings/conventionsandsportingeventsforthedestination,despitebarrierstoattractingnewbusinessorbookingsbyimplementingcreativesalesandservicingstrategiesandtacticssuchasstrengtheningeffortstoreachlocalmeetingconnectors,utilizingregionaleconomicdevelopmentstrategiesandin-statemeeting/sportseventplanners.

• DemonstratehowVBNiscriticalinpositioningBuffalo’sglobalinnovationsectorstoplannersformeeting/conventioncontent.ActingasafacilitatoronbehalfofBuffalo’semergingindustriestoplanners,VBNwillpursuerelatedmeetingsandconferencesinthedestination.

• Prioritizealistofdestination-enhancingdevelopmentsthatcanacceleratethegrowthofErieCounty’svisitoreconomyspecificallydeployingmoreindustrybestpracticesthroughtheorganizationandbyplanningandidentifyingresourcestocompleteafirst-evertourismmasterplanningprocessforBuffalo/ErieCountyby2020.

• Continuetodevelopaservicecultureandacommunity-camaraderieattitudethroughoutthedestination,sothatareahospitalitypartnerscanbetterbringthedestinationbrandtolifethroughthevisitorexperiencetheyoffer.Engageallofourvisitors’senseininteractionwiththebrandthroughincreasinglywell-thought-outbrandcompliantactivationsandcommunicationsfromVBN/hospitalitypartners.

• CollaboratewithBuffalo/ErieCountyelectedofficials,economicdevelopmentalliesandlocalplacemarketerstoportrayourdestinationasinarguablywelcomingtoallvisitors,groupsandevents.CombineVBN’scustomer-centric,collaborativeandethicalphilosophiesintoarenewedemphasisonbeinginclusivewithourdestinationmarketingpracticesand“MeettheUnexpectedBuffalo”and“BringItHome”campaigntactics.

• BecomemoreaccountableastheprimarycuratorforandchampionofallthingsBuffalototheoutsideworld.Conveneareaplacemarketersinnewwaysandonvariousissuesyear-roundinordertobuildfutureconsensustowardoverarchingplace-brandstrategyforBuffalo/ErieCounty.

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MarketingGoals

TheMarketingDepartmentdevelopsstrategiestoincreaseawarenessofBuffaloNiagaraasanattractivedestinationfortheleisure,convention,sportsandtraveltrademarkets.Theprimarygoalofthedepartmentistocreatedesireforvisitorexperiencesanddrivedemandforovernightstays.Usingdata-driveninsights,thedepartmentdeterminesthemosteffectivedistributionchannelsforourmessaging.Thesetacticsandtoolsincludepaidmedia,mediarelations,socialoutreach,nichepromotionsandspecialevents.In2018,thedepartmentwilllaunchaMillennial/GenerationXmarketinginitiativedesignedtoreachthehighlydesirable25-44year-olddemographic.

BrandPositioningStatement:BuffaloNiagaraprovidesauthenticandunexpectedexperiencestoinquisitiveexplorers.Theregion’srevitalizedwaterfront,restoredarchitecture,thrivingartsscene,culinaryrenaissance,vibrantneighborhoods,outdooractivitiesandhistoriccharmmakeitanottobemissedtreasure.

MarketingObjectives

• PositionBuffaloNiagaraasacompellingleisure,meetings,sportsandgroupdestination.• Continuetoenhancebrandvisibilitybyworkingwithregionalhospitalitypartners.• Increasehoteloccupancyandrevenue.• EnsureVisitBuffaloNiagara.comisthemostauthoritativesourceforregionaltravelinformation.• Encouragevisitorstostaylongerandspendmore.• Increasewebsitetrafficandengagementlevels(uniqueusers,lengthofsessions,pageviews).• Convertregionalday-tripperstoovernightvisitors.• ContinueimplementationoftheUnexpectedBuffalocampaign.• LaunchMillennial/GenerationXMarketingInitiative.• WorkwithDestinationDevelopmentstafftodevelopstrategyforNationalTourismWeek.

MarketingStrategies,AllSectors

• Amplifydestinationbuzzthroughcreativecontent,socialoutreachandvideoproductions.• Refresh‘UnexpectedBuffalo’campaigncreative.• UpdatestorytellingcontentonVisitBuffaloNiagara.com.• Continuetogeneratenewphotoassetsofdestinationexperiences.• Securefundingforregionalmarketinginitiativesthroughstatewidefundingprograms.

MarketingStrategies,LeisureVisitors

• Continueintroductionofthe“UnexpectedBuffalo”inkeyregionalmarketssuchasToronto,Hamilton,Pittsburgh,Cleveland,ErieandRochester.

• ImplementaMillennial/GenXmarketingcampaignintwoflights,spring2018andfall2018,usingstate-of-the-artdigitalmarketingandtrackingtools.

• PromotetheBuffalobrandacrossmultipleexperienceclusters(e.g.architecture,art,history,culinary,outdoorrecreation,performingarts,girlfriendgetaways,etc.)withrelatedcalls-to-actionandpromotions.

• ContinuetoworkwiththeSenecaGamingCorporationtomarketthedestination.• Continuetoproduceannualtouringguide,marketingcollateralandrelatedsalesmaterials.

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• MaintainVisitBuffaloNiagara.comwebsite,TripAdvisorpageandsocialmediapresence.• Producenewpromotionalvideosfor2019distribution.• Promotetheuseofthe“AsktheUnexpectedBuffalo’chatbotonFacebookMessenger.• Growe-newslettersubscriberdatabasethroughatargetedleadgenerationprogram.• Re-launchthecraftbeermarketinginitiative,pendingreceiptofCFAgrantfunds.• PromotetheopeningoftheLipseyArchitectureCenterattheHotelHenry.• PromoteFrankLloydWright’sBuffalowithanemphasisonthelandscaperehabilitationatthe

MartinHouseandtherestorationoftheIsabelleMartinHouseatGraycliff.• Promotethe150thanniversaryoftheestablishmentoftheBuffaloOlmstedParks.• PromotetheopeningofExplore&Moreandthesolar-poweredcarrouselatCanalside.• ContinueworkingwithMaddenMediatooptimizewebsiteandaudituserbehaviorpatterns.• CreateaBuffaloWingTrail,includingabrochure,video,landingpageandpitchtonational

media.

MarketingStrategies,Meetings&Conventions

• Developnewcollateralformajorshowsthroughouttheyear.• RefreshandrelaunchtheBringItHomecampaign.• Continuetodeveloppersuasiveandcomprehensivemeetingscontentforwebsite.• EnhancethevenuecontentandassetsinthemeetingssectionofVisitBuffaloNiagara.com.• SupportGlobalMeetingsIndustryDay.

MarketingStrategies,BuffaloNiagaraSportsCommission

• Continuetosupportsportsstaffwithtargetedcollateral,enhancedwebsitecontentandsocialpresence,withanemphasisonengagingthepublicduringtheNCAAcrosscountryevent.

MarketingStrategies,ConventionServices

• Continuetoproducemapbrochureandrestaurantguideforuseinservicingmeeting/conferencedelegates,sports/eventsattendeesandleisurevisitors.

• Identifyhighprofileconventions,asappropriatetoreceiveoursocialmediapackagethatincludessignage,socialmediamonitoring,contestsandRandomActsofKindness.

MarketingStrategies,TravelTrade

• InconcertwithotherregionalDMOs,ILoveNYandBrandUSA,cross-promotetheregion’sassetstodomesticandinternationalmarkets.

• DisseminateUnexpectedBuffalobrandidentityinregulare-newsletters.• DevelopUnexpectedBrandIdentityforBuffaloaisleatHeartlandTravelShowcase.

MarketingDepartmentSuccessMeasures

• Increasewebsiteusersto1,100,000• Increasewebsitepageviewsto3,200,000• Maintainwebsitetimeonpageat1:38• Maintainconsumeremaildatabaseat120,000• IncreaseFacebookfansto90,000• IncreaseInstagramfollowersto28,000• IncreaseTwitterfollowersto28,000

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MARKETINGACTIONCALENDAR J F M A M J J A S O N DMarketingCommitteeMeeting

E-NewsletterDistribution(Domestic&Canadian)

RestaurantGuide

TourismMattersbrochure

Beerbrochure-TBD

AfricanAmericanHeritageGuide

FoldingMap

Runner’sMap

WinterGuide

NationalWomen'sShow,Toronto

TouringGuide

AnnualReport

ESTOConference

CommunicationsGoalsTheMarketingDepartmentisresponsibleformanagingallexternalcommunicationactivities,includingallpublicrelations,mediarelationsandcommunityawarenessfunctions.Theout-of-marketPRstrategywillfocusonmediaoutletsreachinghigh-yieldaudiencewiththegreatestlikelihoodtotraveltoBuffaloNiagara,thusprovidingthegreatestreturnoninvestment.Targetednichemediawillincludehistory,architecture,outdoorrecreationandfamilyfun.Staffwillcontinuetoengageinrelationshipbuildingwithtraditionalmedia,bloggersandsocialinfluencersinordertoensurekeymessagesareconveyedacrossvariousdemographicgroupsandchannels.

CommunicationsObjectives

LocalObjectives

• ElevateVisitBuffaloNiagara’svisibilitytolocalconsumers,mediaandmembersoftheBuffaloNiagarahospitalitycommunity.

• Engageinbuildingstrongrelationshipswithlocaltelevision,print,radioandonlinemediatohelpbuildcredibilityinthecommunity.

• Promotepositiveimpactoftourismthroughpublicawarenessinitiatives,pressreleasesandop-edpiecesdetailingtravelfiguresspecifictoBuffaloNiagara.

• Workwithappropriatecommunicationsandpublicrelationsrepresentativesinlocalorganizationstocollaborateonstoryideasandtoensureconsistentmessaging.

• Continuetodevelopalocalconnectors’networkoftravelwriterstopitch“hometown”travelarticlestostate,regionalandnationalpublications.

Out-Of-MarketObjectives

• GeneratepositivemediacoverageonBuffaloNiagaraasapremierdomesticandinternationalleisure,meetingsandsportsdestination,whileincreasingthequalityandquantityofprint,broadcastandonlinecoverage.

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• Reachouttosocialmediainfluencersinkeyregionalmarkets,aswellastargetedmarketswithsignificantairservicetoBuffaloNiagara.

• Pursuequalifiedtravelmediatovisitthedestinationonindividualvisitsorgrouppresstrips.• Worktodevelopanddiscoverstoryideas,newdevelopments,eventsanduniquepublicity

anglesfromlocaltourismindustry.

CommunicationsStrategies

• Writeanddistributepressreleasesaroundnewdevelopments,majorexhibitionsandeventsaswellasrenovationsofcurrenthotelpropertiesandattractions.

• Writeanddistributeseasonalreleasesandready-to-publishstoriesaimedatregionalmedia.• Developandregularlykeepanonlinepressroomupdatedwithpressreleases,backgrounders,

mediaalertsandindustryfactsandfigurestocommunicatenewsandinformation.• Developpublicrelationscampaignstocomplementmarketingplaninitiatives.• Continuetoproducecollateralpiecesformediacontacts,ILoveNYmediaeventsandDiscover

AmericaDay.• Updateandmaintaintheonlinepresskitforusewithtraveljournalistsandwriters.• Expandphotolibrary.• Promotearchitecture-themedpresstripsinpartnershipwiththeDarwinMartinHouse,

Graycliff,HotelHenryandtheLipseyArchitectureCenter.• Promotefamily-focusedpresstripstoMommyandFamilybloggersinpartnershipwithExplore

&MoreandCanalsidecarrousel.• Promoteoutdoorrecreationorientedpresstripsaimedatmillennialinfluencers.• Buildadatabaseofinternationaltravelandculturaljournalistsforoutreachandpresstrips.• WorkwithILoveNY’sMediaDepartmenttoparticipateinmediareceptionsinkeymarkets.• Host40individualmediavisitsin2018.• TraveltoNewYorkCity,Torontoandregionalmarketstoholddesk-sidevisitswithkeymedia.• AttendNationalandEasternRegionconferencesfortheSocietyofAmericanTravelWriters.• Continuetostrengthentheuseofsocialmediaasaproactivetoolformediaoutreach,research

andtargetedpitching.• PositionVBNexecutivestaffastravelindustryexpertsforjournaliststouseastop-of-mind

sourcesforstoriesonareatourism.• PitchregionalandnationalfoodmediaontheBuffaloWingTrail.

MediaRelationsSuccessMeasures

• Publishatleast175blogpostsperyearforVBNblog• Facilitateatleast80out-of-marketmediaplacements• Hostaminimumof40mediavisits• Generateatleast$3millioninadequivalencyvalue

COMMUNICATIONSACTIONCALENDAR J F M A M J J A S O N DOngoingMediaRelations

IndividualMediaVisits

RegionalMediaDeskVisits

DiscoverAmericaDay,Toronto

SocietyofAmericanTravelWriters,Easternconference

SocietyofAmericanTravelWriters,Nationalconference

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ConventionSalesTheprimarygoaloftheVisitBuffaloNiagaraSalesDepartmentistopromoteBuffaloandErieCountyasaconventionandmeetingsdestination,establishingastrongregionalandnationalpresenceinthemeetingsindustry,thusinitiatingdirecteconomicimpactbyincreasinghotelroomnightproductionforareahotelpartnersandincrementalsalesforrestaurants,culturalattractionsandtransportationcompanies.ConventionSalesObjectives

• GenerateleadsandproducehotelroombusinessforErieCountyhotelsandothercountyvenues.

• Developandexecutee-campaignthatpromotesallcountywidemeetinghotelareas.• EnhanceawarenessofBuffaloNiagararegionbyincreasingoursalesteam’spresenceinkey

feedermarkets(Mid-AtlanticandNortheast),targetingkeymeetingplannersanddecisionmakerswhowillbringconventionsandmeetingstoErieCounty.

• Promotelocalawarenessofthe“BringitHome”programthroughthedistributionofcollateralinkeylocations,advertising,speakingengagements,socialmedia,andnewsletterarticlesandpublicrelationsefforts.

• CollaboratewithNYSDMO’sinco-opsalesandmarketinginitiatives,updatestonewyorkmeetings.comrelativetoadvertisingandtradeshowsponsorshipopportunities.

• PartnerwithBuffaloAmbassadorsfromlocalandregionaluniversities,associationsandcorporations.Worktowardthecommongoalofsellingourdestinationalongsidetheseconnectorswhoserveonboardsandcouncilsofnationalandregionalorganizations,asidentifiedbybackyardmarketing.Educatethemontheimportanceoftheirparticipation,toassistinbringingtheirrespectiveorganizationstotheBuffaloNiagararegion.

• Withafocusondirectsales,continuetoparticipateinindustryrelatedtradeshows;conductsalesblitzesandcoordinaterelationshipbuildingeventsthatwillputthedestinationintheforefrontofplanners’minds.

• WorkcloselywiththeBuffaloNiagaraConventionCenterandkeyhotelstoidentifyandsolicitcity-wideconventionsandcorporatemeetingsthathavethepotentialtousethefacility.

• VisitBuffaloNiagarasalesteammemberswillcontinuetoserveonandseekoutleadershipboardofdirectorandcommitteepositionswithnationalandregionalindustryorganizations(e.g.CVBReps,MPI,BNSME,PCMA,ESSAE,ASAE).

• VBNSalesteammemberswillworkwiththeDestinationDevelopment/IndustryRelationsdepartmenttodevelopaneducationalprogramforthelocalpublic,aidingusinourquestforlocalconnectors’support.

• EnsurethatVBNSalesteammembersareseenasleadersintheirprofessionandkeypartnerslocally.

ConventionsSalesTargetMarketsOverallstrategyisaconcentrationofsaleseffortstowards:

• National,StateandRegionalBusiness*• National,StateandRegionalAssociationBusiness*• Continuetofocusonregionalbusinessthatiswithinthedrivemarketorone-hourflighttime,by

emphasizingvalue,bottom-linecostandROItothehostorganizationwhenmeetinginBuffaloNiagara.

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*EmphasisonEthnic-Minority,Faith-based,Fraternal,Preservation,Health&Medical,Science&Engineering,Manufacturing/Distribution/Logistics,Agriculture&FoodProducts,HigherEducationandMilitaryReunionverticalmarkets.

ConventionsSalesStrategies

• Participateinindustrytradeshowsandeventswhichfocusonkeymarkets,developsmallscalenetworkingopportunitiestoattracttargetedmeetingplannerssuchassmalldinnergroups,cocktailparties,or“meetforcoffee”.

• Conductsiteinspectionsforprospectiveandtentativeclients.• ConductaFamiliarizationtour,withaprimaryfocusonmeetingplannersfromtargetedNational

andStateAssociations.DevelopanddistributeleadstoErieCountyhotels.• RetaintheTalleyManagementGroup,anIn-MarketEngagementAgencylocatedintheD.C.

market,toallowustohavetheadvantageofanin-marketmailingaddress,phonenumber,andprivateconferenceroomforappointmentswithNationalAssociationsMeetingPlanners.

• UtilizetheTalleyManagementGroup’sexperienceintheDCmarketplacetoassistinsolicitationeffortsofnewaccounts,clienteventplanningandnetworkingopportunities.

• ParticipateinCVBReps,anetworkingorganizationthatisexclusivetoDCin-marketDMO’s,whichholdseventsattendedbyseveralhundredkeymeetingplanners.

• Workcloselywiththeregion’seconomicdevelopmentandstart-upcommunitiestogaininsightsandconnectionswithhigh-growthindustryclustersandtheirrepresentatives(e.g.,lifesciencesandmedical,cleantechandadvancedmanufacturing)andrecruitassociatedconferencestoBuffalo.ActivitiesincludehostedeventsintheconventioncoreandonsiteeventstoconnectwithbroaderaudiencestoraiseawarenessoftheimpactofmeetingsandconventionsonthelocaleconomyandtodescribeVBNconventionrecruitmentandsupportservices.

• Conductquarterlybusinessstrategymeetingswithhoteldirectorsofsalestoreviewneedperiodsandtargetprospects.

• ContinueworkingcloselywiththeOfficeofVeteran’sAffairsandtheBuffaloandErieCountyNaval&MilitaryParkasatooltoidentifyingandbookingmilitaryreunionstoourarea.

• Continuetobuildonthesuccessofthe“BringitHome”programthroughlocalsalespresentations,speakingengagementsandlocaladvertisingopportunities.Workwiththefollowingagenciesforphasethreeofthecampaign;ErieCounty,CityofBuffalo,EmpireStateDevelopment,BuffaloNiagaraEnterprise,BuffaloNiagaraPartnership,BuffaloNiagaraMedicalCampus,LeadershipBuffalo,UniversityatBuffaloandBuffaloStateUniversity.

• Distribute“BringitHome”campaignmaterialstokeydistributionpointssuchas:BuffaloConventionCenter,collegeanduniversities,medicalcampus,Rotary,LeadershipBuffalo,etc.

• ThroughtheBuffaloAmbassadorprogram,hostcommunitypartnerstobringmemberstogetherandeducatethemonhotelsandvenueswehavetooffer.

• Participateinregionalthirdpartyplanner“MeetandGreet”events,concentratingonExperient,HelmsBriscoeandConferenceDirecttoeducatethemonexistingandnewBuffaloNiagaraareaproduct.

• UtilizeandenhancelistingswithinthirdpartyonlinedestinationsalesandmarketingchannelslikeConferenceDirectandExperient.

• Participateinmemberchaptereventsfornetworkingandprospectingsuchas:MACE,Capital,NYCMA,NEPCMA.

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• PartnerwiththeBuffaloNiagaraConventionCentertoconvenetheCustomerAdvisoryCouncil.

Thefifthannualmeetingofestablishedexecutivelevelconvention/meetingplanningprofessionalswillcontinuedialoguededicatedtoassistingusinstrategicmeetingsdestinationmanagementplanning.

• Utilizee-marketingtoolstopromoteBuffaloNiagaraareaandgenerateleads,throughanintegrateddigitalmarketingcampaign.Sende-newsletter“TourismInsider“totargetedplannersinCRMdatabase,preandposttradeshowcontacts,andotherpotentialclients,updatingthemondestinationproduct,aswellasdirectingthemtowebsite.

• Continuethe“UnexpectedBuffalo”campaign;developdynamiccollateralmaterialsandtradeshowbooths,forconsistentbrandpositioningfortradeshows,salesmissionsandothersalesinitiativesandprograms.

• Workwithmarketingdepartmenttokeepadvertisingplacementconsistentwithtargetsalesmarkets.

• Workwithmarketingdepartment’smediarelations/socialmediastafftodeveloppitchstoriestolocalnewspaperandbroadcastmedia,toaidineducatinglocalsontheVisitBuffaloNiagarasaleseffortsanditsmissionofincreasingsustainableeconomicimpactfromconventions,meetingsandreunions.

• ContinuetousetheAfricanAmericanHeritageGuideasamarketingpiecetoattractmoreAfricanAmericanmeetings,conventionsandfamilyreunionstocoincidewithBlackHistorymonth.

• Workwithmarketingdepartment’smediarelationsstafftodevelopquarterlynewsreleasesandbriefingstargetingthemeetingsindustrythroughpublicationssuchas;MeetingsEast,M&C,MeetingsFocus,MeetingMentor,Convene,ReligiousConferenceManager&USAEAssociationNews.

• Exploretheopportunitytocrossmarketwithotherdestinationswhenapplicabletoexpandcustomerprospectoutreachanddatabase.

• Utilizelocaluniversitystudentsfrombusiness,marketing&financeandparks,recreationandtourismdepartmentsasinternsforanongoingmarketingresearchprogram,freeingupSalesteammembersfromthefront-endresearchnecessaryforconsistentprospecting.

ConventionsSalesSuccessMeasures• Generate290leads.• Generate69,000definitehotelroomnights.• Conductaminimumof15weeklysolicitationspersalesdirector.• Conduct30siteinspectionsforprospectiveandtentativeclients.• Conductquarterlyhoteldirectorofsalesmeetings.• Attend18tradeshowstargetingconvention/meetingplanners;createrelationshipbuilding

opportunitiesateach.• Book10ConventionCenterpiecesofbusiness.• ConveneVisitBuffaloNiagaraSalesAdvisoryCouncilmeeting.• ConductsalesmissionstoAlbany,WashingtonDCandwhenappropriatecoincidewithMACE

thePotomacchapterofMPI,CVBrepseventsandPCMA.• HostclientluncheonsandclientreceptionsinAlbanyforStateAssociationplanners.

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CONVENTIONSALESACTIONCALENDAR J F M A M J J A S O N DPCMA EmergeConference ConnectDiversity ExperientEnvision ConferenceDirectPartnerMeetingTradeshow HelmsBriscoePartnerMeeting&Tradeshow YMRCShow EmpireStateSocietyofAssociationExecutives ReunionFriendlyNetwork DirectSellingAssociation PCMAEducationConference ASAETradeshow ConnectAssociation ConnectSpecialty ConnectCorporate SMARTMeetingNortheast ConnectFaith SmallMarketMeetings BringItHomeProgramquarterlypresentations ESSAEFunctions CustomerAdvisoryCouncil State/RegionalAssociationSalesCalls NationalAssociationSalesCalls–DC FraternalAssociationSalesCalls AlbanyNetworkingLuncheons MemberChapterEventsMACE,Capital,NYCMA,MPI,PCMA CVBReps DirectorsofSalesMeetings

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SportsSalesTheBuffaloNiagaraSportsCommission,adivisionoftheVisitBuffaloNiagarasalesdepartment,marketsandpromotestheBuffaloNiagararegionandthearea’ssportsvenuesinordertoattractnewbusinessfortheregionintheformofsportsevents,tournamentsandchampionships.TheBNSCalsoworkscloselywithlocalpartnerorganizationstosuccessfullyhostandserviceexistingeventsprimarilyforthepurposeofenhancingtheproductanddevelopingrepeatbusiness.BoththemarketingandservicecomponentsaredesignedtoeffectivelypositionandbrandBuffaloNiagaraasoneofthenation’spremiersportseventdestinations.SportsMarketingObjectives

• GeneratesportsbusinessleadsandproducehotelroomnightbusinessforErieCountyhotelsandothercountybusinesses.

• Hostthe2017-2018WorldJuniorsHockeyChampionship;workcloselywithUSHockey,BuffaloSabres,PegulaSportsEntertainment,CityofBuffalotoensureasuccessfulexperienceforfriendsandfamily.Deploynecessaryvolunteers;providehospitalitypartnertraining,socialmediaassistanceandpresskitsasneeded.

• Establishandexecuteacomprehensivesportsmarketingcampaignfor2018.ThegoaltobringawarenesstotheBuffaloNiagaraSportsCommissionlocallyandregionally.Includingbutnotlimitedtoasportspromotionalvideo,marketingcollateral,specialpromotionevents,citysignage,etc.

• Promotelocalawarenessofthe“BringitHome”programthroughadvertising,speakingengagements,socialmedia,newsletterarticlesandPublicRelationsefforts.

• Workwithmarketingdepartment’smediarelationsstafftodevelopquarterlynewsreleasesandbriefingstargetingsports/eventspublicationslike:SportsTravel,SportsEvents,Sportsbusinessjournal,Connect,NASC.

• Generatepositiveexposureandvisibilitythroughsocialmedia(Facebook,TwitterandInstagram)ande-newsletterforpartnersofErieCountyandeventsrightsholders.

• Provideexcellentleadershipand/orsupportintheareaofhostingandservicingsportingevents.• PositionBuffaloNiagaraasa“premierdestination”forhostingsportingevents.• Continuetodevelopandstrengthenrelationshipswithlocalhostpartnersandorganizations.• Continuetodevelopandstrengthenrelationshipswithnationalhostpartnersandorganizations.• ContinuetostrengthentheBNSC’sreputation(andthatofitsAdvisoryCommission)asthe

foremostauthorityonsportseventindustryinErieCounty.• EngageSportsAdvisoryCounciltoassistinexecutingtheTSEConsultingrecommendationsfor

anAmateurSportsMasterPlandesignedtoadviseandprovidedatatopublicandprivateentitiesandcommunityconstituentsonproposedproductdevelopment.

• Researchpossiblemeansforafacilityandvenuedevelopmentstudythatwillshowcurrentfacilityandvenueinventory,competitor’sinventoryandourproposedidealfacilityforBuffaloandErieCounty.

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• AdvocatefornewandimprovedsportsfacilitiesandvenuesinErieCounty.Consult,adviseand

providedatauponrequesttopublicandprivateentitiesandcommunityconstituentsonproposedproductdevelopment.EncouragesportsfacilitydevelopmentthatwillultimatelygenerateincreasedvisitorbusinessandeconomicimpactforErieCounty.

• EstablishasportsspeakerseriesprogramthatwillarticulatetheimportanceofsportssalesforthedestinationaswellasexpandtheeventopportunitiesforBuffaloNiagaravenues.

SportsSalesTargetAudiences

• Coresports:Baseball,FigureSkating,Fishing,IceHockey,Lacrosse,Soccer,Softball,SwimmingandDiving,Track&Field

• Focusonamateurathleticorganizations:ASA,NSA,USOCNationalGoverningBodies(USAHockey,USARowing,USAFootball,USACycling,etc.),plusmanyyouthandamateurorganizationsandassociations.

• Collegiatesports:NCAAChampionships,MAACConferenceChampionships• HighSchoolsports:NYSPHSAA• Professionalsports:NHL,NFL,NLL• Geographicscope:Local,Regional,National,Occasionalinternational

SportsSalesStrategies

• ExecutetherecommendationsmadebyTSEconsultinginthecomprehensiveSportsMasterPlan.Usingtheplanasaguide,improveuponsportssalesandmarketingeffortsaswellasprovideanoutlineoffuturevenueneedsanddevelopmentandeventopportunities.

• AttendnationaltradeshowstomeetoneononewitheventrightsholdersandnationalgoverningbodiestopromoteBuffaloNiagaraasapremierdestinationtohostsportcompetitions.

• Prospectstrategicallyfornewbusiness,primarilythroughexistingcontactsandclientrelationships,butalsoviaNASCeventsdatabase,theinternet,sportsdirectories,industrypublications,industrycontactsandsimilarresources.

• Researchandevaluatepotentialevents(incoordinationwithourhostpartners)todeterminewhichonesarethe“rightfit”forBuffaloNiagara.

• Contactlocalsportsorganizations,clubsandassociationstolearnwhicheventstheycompeteinatthestatewide,regionalornationallevels,anddeterminewhichofthoseeventsmightbeareasonableanddesirablefitforBuffaloNiagara.Atthesametime,determinewhichofthoseorganizationswouldbeinterestedinhelpingtorecruit,manageandhosttheeventonceithasbeenbooked.

• Present“BringitHome”programinlocalsalespresentations,speakingengagementsandinlocaladvertisingopportunities.

• DevelopandgeneratequalifiedsportsleadsforBuffaloNiagarahotelsandErieCountyvenues.• Producehigh-qualitybidproposalsandpresentationsforselectsportingevents.• Workcloselywithhotels,venuesandlocalhostorganizationsandpartnerstodeveloplead

opportunitiesandtoprovidequalityservices.• Travelasneededtomakesalescallsandpresentationsinordertorecruitandsecurenewand

retainannualsportsbusiness.

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• Organizeandhostsiteinspectionsandclienteventsforrightsholdersandeventplannersto

showcasethearea’ssportsvenues,accommodationsandattractions.• EngageBuffaloNiagaraSportsCommissionAdvisoryCouncilthroughtargetedcommunications/

quarterlymeetingsandspecialevents.• Continuetoworkcloselywiththecommunicationsdepartmenttoidentifymediaopportunities

toincreaseawarenessoftheBNSC.• Workwithcommunicationsdepartmenttodevelopquarterlynewsreleasesandbriefings

targetingthesportsindustrythroughpublicationssuchas;SportsTravelandSportsEventsMagazine.

• WorkwithVBNcommunicationsdepartmenttousesocialmediatotargeteventsrightsholdersandbringawarenessoftheSportsCommission.Produce30secondvideoclipstopromotetheSportsCommissionandrecruitsportingeventstoBuffalo.

SportSalesSuccessMeasures• Generate296salesleadsforsportingeventsandcompetitions.• Generate86,670definiteroomnights.• Conductaminimumof15weeklysolicitationsfornewbusinesspersalesdirector.• Attend8tradeshowstargetingsports/eventsplannerssuchas;NASC,CONNECTSports,TEAMS,

USSportsCongress.• ExecuteSportsMasterPlanforVBNandtheBuffaloNiagararegion.• Conductaminimumof15individualsitevisitsforsports/eventsplanners.• Generateaquarterlycommunicationforthesportsadvisorycouncil.• Coordinateandexecuteonetotwosportsspeakerseriessessions.

SPORTSSALESACTIONCALENDAR J F M A M J J A S O N DNationalAssociationofSportsCommission

ConnectSports

USOlympicCommittee

SPORTSRelationshipConference

USAquaticSports

SportsBusinessJournalGameChangersConference

NASCSmallMid-MarketSegmentMeetings

TEAMS

UnitedStateTrack&FieldAssoc.

NationalSoftballAssociation

USSportsCongress

ConnectWomeninSport

BNSCnewsletter

NASCBoardMeetings

SportsSpeakerSeriesSessions

SportsAdvisoryCouncilMeeting

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SportsClientServicesSportsClientServicesisresponsibleforenhancingthevisitorexperiencethroughexcellentcustomerserviceanddifferentiatedproductdevelopmentanddelivery.OurpurposeistoworkwithdestinationpartnerstohelpdeliverawonderfulanddistinctBuffaloNiagaraexperiencetovisitorsWebelievethatbybuildingstrongrelationshipsandprovidingextraordinaryexperiences,webuilda“servicestosales”approachthatwillaffectrepeatandreferralbusinessandpositivelyimpactthecounty’seconomy.SportsClientServicesObjectives

• IncreaseattendanceatBuffaloNiagarasportingevents.• Provideanexceptionalexperiencetoeventorganizerstoensurerebookingopportunitiesforthe

destination.• Serveasliaisonbetweeneventorganizers/clientsandthedestination’stourismindustry.• Maintainahighcommitmenttocustomerserviceexcellenceinternally(topartnersandpeers)

andexternally(toclientsandvisitors).• Usetheservicingandplanningprocesstogrowclientrelationshipsoneeventatatime.By

providing“onestopshop”services,wewillintegrateacooperativespiritbetweeneventorganizersandErieCountyhospitalitypartners.

SportsClientServicesStrategies

• Consultwithclientstoidentifyspecificneeds.Astheirpartner,provideamenuofservices,pastsuccessesandexamplesasguidelinestocustomerservices.

• Hostthe2017-2018WorldJuniorsHockeyChampionship;workcloselywithUSHockey,BuffaloSabres,PegulaSportsEntertainment,CityofBuffalotoensureasuccessfulexperienceforFriendsandFamily.Deploynecessaryvolunteers,providehospitalitypartnertraining,socialmediaassistanceandpresskitsasneeded.

• Provideclientwithanitineraryofwhattododuringevent.• Identifylocalpartners,venuesandotherservicestoassisteventorganizersinproducing

successfulevents.• Offerasocialmediaplatformasadditionalresourceforattendeestoenhancetheirvisitor

experience.• Engageinattendancebuilding;travelingtothepreviousyear’shostcitytopromoteBuffalo

hostingthefollowingyear.• Conductmeetingsorconferencecallswitheventorganizers,theirmarketingandpublicrelations

departmentstostrategizehowVisitBuffaloNiagara/BuffaloNiagaraSportsCommissioncanassistwiththeireffortstocreateeventawarenessandpromotethedestination.

• OffertheservicesofVBNMarketingDepartmentwhenappropriate,includingpressreleases,socialmedia,creativemessaging,andcustomizedaccuratemapsforreproduction.

• Educateclientsonotherservicesofferedincludinghousingservices,welcomelettersandgifts,volunteers,visitorinformationandwelcomefromlocaldignitaries.

• Utilizevolunteermanagementsoftwaretoassistinschedulingvolunteersforsportingevents.

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• Hosthospitalitymeetingswithrelatedhotels,restaurantsandlocalbusinesseswhenhostinglargecitywidesportingevents

• WorkwiththeVBNIndustryRelationsDirector,localcolleges/athleticdepartmentstorecruitvolunteersandinternsfromthesportmanagementprogramsorrelatedfields.

• Assistclientsinidentifyingpossiblelocalareacorporationsthatmaybeconsideredforsponsorship.

• Obtainhistoryofaneventbyattendingeventsorhavingcallswithcitiesthathavebeenprevioushostsforeventsthatwearenowhosting.

• Partneringwiththelocalhotels,restaurants,hostvenuesonrecruitingvolunteersandprovidingextendedhospitalitytothesportingevent

• Developacomprehensivefacilityguideofoursportingvenueswiththeirspecs,offeredamenities,layoutdiagramsandphotos.

25|P a g e VisitBuffaloNiagara2018BusinessPlan

TourandTravelSalesTraveltradeisadivisionofVBN’ssalesdepartment,designedtomarketandpromoteBuffaloNiagaraandWesternNewYorktoattractdomesticandinternationalgroupandfrequentindependenttravelers(F.I.T.)totheregionintheformofleisuremotorcoachgroupsandindividualinternationaltravelers.TargetAudiencesDomesticSeniors/AdultsInternational/FIT-Primarytargetmarkets:Canada,China,Germany&UK Secondarymarkets:Australia,India,Brazil,Italy,IrelandDomesticandInternationalStudent/YouthTravelTradeStrategies

• HostHeartlandTravelshowcase,usethisopportunitytoshowcasethe“UnexpectedBuffalo”tothe300+attendingtouroperators.

• AttendandparticipateatdomesticandinternationaltradeshowssuchasABA,IPW,OMCA,topromoteBuffaloNiagaraasapremierdestinationfortourgroups.

• InviteNYCbasedreceptiveoperatorsforaFAMinBuffalo;bringtogetherBuffaloNiagarahotelsandattractions.

• ContinuetopromotetheTourPackage“9DaysinNYS,”whichisaself-driveFITpackage,incollaborationwithVisitSyracuseandDutchessCountyTourismtopromoteinternationalvisitationacrossNewYorkState.

• WorkwithtouroperatorstoidentifyuniqueovernightstayoptionswithErieCountyhotelpropertiesthatmatchthespecificneedsoftargetedmarkets/countries.

• IdentifyappropriateopportunitieswithtouroperatorstomarketandpromoteBuffaloNiagaraattractionstoincreasegroupandFITvisitation.

• WorkcloselywiththeGreaterNiagaraRegion,ILoveNYandtheinternationalILoveNYofficestocultivatenewsalesrelationshipsthroughco-opmarketing/siteinspections/FAMs.

• PartnerwithILoveNYofficesontheInternationalsalesmissiondesignedtomeetfacetofacewithtouroperatorsinordertosellthemonthegreaterBuffaloNiagararegion.

• Exploretheopportunityofcreatinganonlineinternationaltouroperator/travelagentcertificationprogramtobettersellthedestinationtoconsumersintheirmarket.

• FurtherdevelopBuffaloNiagaratechnicaltouropportunities/products.

TravelTradeSuccessMeasures

• Generate181salesleads.• Generate11,000definiteroomnights.• Conductaminimumof15weeklysolicitations.• Conduct15sitevisitsandfamtours.• Attend6tradeshowstargetingthetraveltradeandgroupplanners.

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TRAVELTRADESALESACTIONCALENDAR J F M A M J J A S O N DAmericanBusAssociation

HeartlandTravelShowcase

L&LTravelShowcase

FloridaSalesMission

InternationalILoveNYFAM

InternationalSalesMission

InternationalPowWow

DomesticSalesMission

NYCReceptiveOperatorMarketplace

OntarioMotorCoachAssociation

ILoveNewYorkInternationalFAMtour

27|P a g e VisitBuffaloNiagara2018BusinessPlan

ClientServicesClientServicesisresponsibleforenhancingtheplannerandattendeeexperiencethroughexcellentcustomerservice.OurpurposeistoworkwithdestinationpartnerstohelpdeliverawonderfulanddistinctBuffaloNiagaraexperience.VBN’sleadershipforthedestinationwillfocusonintegratingprogramsthatwilladdvalueandmaximizethegroupvisitorexperience.Webelievethatbybuildingstrongrelationshipsandprovidingextraordinaryexperiences,webuilda“servicestosales”approachthatwillaffectrepeatandreferralbusinessandpositivelyimpactthecounty’seconomy.ClientServicesObjectives

• IncreaseattendanceatBuffaloNiagaraconventions,meetingsandsportingevents.• Provideanexceptionalexperiencetoeventorganizerstoensurerebookingopportunitiesforthe

destination.• Promote“BringitHome”programtolocalmeeting&conventionhosts.• Serveasliaisonbetweeneventorganizers/clientsandthedestination’stourismindustry.• Maintainahighcommitmenttocustomerserviceexcellenceinternally(topartnersandpeers)

andexternally(toclientsandvisitors).• Usetheservicingandplanningprocesstogrowclientrelationships.Byproviding“onestop

shop”services,wewillintegrateacooperativespiritbetweenplannersandErieCountyhospitalitypartners.

• Motivateconventiondelegatestoreturnasleisurevisitors.

ClientServicesStrategies

• Consultwithclientstoidentifyspecificneeds.Astheirpartner,provideamenuofservices,pastsuccessesandexamplesasguidelinestocustomerservices.

• Identifylocalpartners,venuesandotherservicestoassistplannersinproducingsuccessfulevents.

• Offerthebenefitofthe“BringitHome”campaigntolocalswhohostameeting/convention.• Offerasocialmediaplatformasadditionalresourceforattendeestoenhancetheirvisitor

experience.• Createcustomizedattendancebuildingmaterials.• Conductmeetingsorconferencecallswithplanners,theirmarketingandpublicrelations

departmentstostrategizehowVisitBuffaloNiagaracanassistwiththeireffortstocreateeventawarenessandpromotethedestination.

• OffertheservicesofVBNMarketingDepartmenttoincludepressreleases,socialmedia,creativemessaging,andcustomizedaccuratemapsforreproduction.

• EducateclientsonotherservicesofferedbyVisitBuffaloNiagaraincludinghousingservices,welcomeletters,volunteers,visitorinformationandwelcomefromlocaldignitaries.

• Createanddistributeonwelcomedeskscompellingmaterialsthatwillinviteconventiondelegatestoreturnasaleisurevisitor.

• Utilizevolunteermanagementsoftwaretoassistinschedulingvolunteersformeetings,conventionandsportingevents.

• ContinueongoingquarterlytrainingforBuffaloAmbassadorvolunteerstokeepthemup-to-dateonchangesinculturalattractions,restaurants,andevents.

• RecruitBuffaloAmbassadorvolunteerstoincreaseourpoolofvolunteers.

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• Continueuseofourcustomersatisfactionsurveyformeetingandconventionplanners,andimplementaclientincentiveprogramtoincreasecompletedsurveys.

• Assistclientsinidentifyingpossiblelocalareacorporationsthatmaybeconsideredforsponsorship.

ClientServicesSuccessMeasures

• 50%returnedcustomersatisfactionsurveys• Anaveragecustomersatisfactionscoreof4.5outof5• 200groupsserviced• ConductquarterlytrainingforBuffaloAmbassadors

CONVENTIONSERVICESACTIONCALENDAR J F M A M J J A S O N DCustomerSatisfactionSurvey

Deploy/Collect/ReviewCustomerSurveys

BuffaloAmbassadorVolunteerTraining

BuffaloAmbassadorRecruitment

AttendESPA

UpdateVBNServicesCollateralMaterials

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DestinationDevelopmentandIndustryRelations2018

TheDestinationDevelopmentandIndustryRelationsDepartmentleadsVisitBuffaloNiagara’sdestinationdevelopmenteffortsbyworkingwithtourismindustrypartnersandthebusinesscommunitytoenhanceavisitor’sexperienceinthedestination.Itisalsoresponsibleforprovidingexcellentcustomerservicetovisitorsatinformationcenterswhile,atthesametime,providingeducation,engagementandpartnershipopportunitiesforindustrypartners.

DestinationDevelopmentandIndustryRelationsObjectives• Improveandcommunicate,throughquantitativeandqualitativedata,thevalueofVBNefforts

regardingtheVBNmission,itsobjectives,itsmarketingprocess,thevalueofitsworksandeconomicimpactthereof,alongwithmarketdatathatisusefulforitsconstituents.

• Continuetoserveleisureandgroupvisitorstothedestination,ensuringtheyhavealltheresourcesnecessarytoenjoytheirstayorextendtheirstaywhileintheWesternNewYorkregion.

• Providetimelyandcomprehensivefulfillmenttorequestsforinformationreceivedviatelephone,emailandreaderresponse.

• WorkwithClientServicestoensurethatmeetingsandsportsdelegatesreceivethenecessaryassistanceandinformationtomaketheirstaypleasantandmemorable.

• Maintainahighcommitmenttocustomerserviceexcellenceinternally(toVisitBuffaloNiagarapartnersandtheindustry)aswellasexternally(tovisitorsandclients).

• Serveastheofficialresourceforvisitorsandtheindustryof:o Visitorinformationo Enhancingthevisitorexperience

• Fosteracultureofconnecting,learningandcollaboratingwithintheindustrytopromotedestinationprosperity.

• Cultivaterelationshipsthatadvancethehospitalityandtourismprofessionwitheducationalinstitutions.

IndustryRelationsStrategiesVisitBuffaloNiagarawillbundlealltheeducationalopportunitiesunderoneumbrella,VisitBuffaloNiagaraUniversity.Thisincludesavarietyofseminarsandinformativeprogrammingtokeepmembersoftheindustryconnected,learningandcollaboratingwithVBNandoneanother.• Theseprogramswillbeopentoalltourismandhospitalityprofessionals,including,butnotlimited

tofrontlinepersonnel,sales,marketing,managementandowners–ofattractions,accommodations,meetingandeventfacilities,venuesandvendors,recreationfacilities,retailshops,restaurantsandvisitorservices.

• ProgramswillincludeTourismForums,FAMToursandtheDestination/CustomerServiceTrainingProgram.

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Destination/CustomerServiceTraining

• Theprogrambuildslearners’knowledgeofvisitorattractions,enhancescustomerserviceskills,increasesawarenessofinformationresourcesandrecognizesthevalueoftourisminErieCounty.

FrontLineStaffFamiliarizationTour

• FAMtoursarebustoursofvisitorattractions,shopping,diningandaccommodationsthroughoutthecounty.Toursareagreatwaytoexposefrontlinestaffandvolunteerstolearnmoreaboutthedestination,what’sneworupdatedorlearnmoreaboutthedestination“behindthescenes.”Thiswillassistthemwhenmakingrecommendationstovisitors,providingthemwith‘insidertips.’Byexperiencingtheseplaces,theycanbetterpromotethem,whichincreaseslengthofstay,whichincreasesrevenuescollected.AminimumoftwoFAMtoursperyearwillbeoffered.

TourismForum(formerlyIndustryMeetings)

• TourismForumsareheldquarterlyandattendanceisfreeunlessotherwisenoted.TheForumisdesignedtoencouragepartnersto:

o Networko ReceiveimportantupdatesfromVBNsales,marketingandpublicrelationsinitiatives.o Learnfrom‘expertsintheirfield’ontopicsofimportance,relativetotourismbusinessand

theBuffaloNiagaratourismindustry.

QuarterlyNightatthe(fillintheblank)

• ThesequarterlyeventswillbefreetoanyfrontlinestaffpersonorvolunteerofVBNinorderforthemtoexperienceanewexhibit,restaurant,tour,breweryoranyothertourism-relatedbusiness.

AnnualTourismSummit

• Basedonsurveysandfeedbackfrompartners,VisitBuffaloNiagarawillcoordinateanannualTourismSummit,bringinginindustryexpertsformorein-depthtrainingontrendsinmarketing,humanresources,destinationdevelopmentandothertopicsofinterest.Thiswillbeahalforfulldayofspeakersandhands-onworkshops.

ResourceLibrary

• AnarchivewillbecreatedonthewebsiteandviaExtranetwithallresearch,VBNbusinessplan,BuffaloNiagaraThisWeek,TravelPulseandotherindustry-relatedmaterialsforpartneruse.

VolunteerMixer

• Theseareheldsemiannuallytothankvolunteersfortheirhoursofservice;announcenewopportunitiesforthefuture;updateonanychangestoprotocolorproceduresandprovidenetworkingopportunitiesamongnewvolunteers.

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NationalTravel&TourismWeekandBeaconAwardsLuncheon

• VisitBuffaloNiagara’sannualluncheonoccursduringNationalTravel&TourismWeek,traditionallythefirstfullweekinMay,tohonorandcelebrateErieCounty’sTourismIndustry–thebusinesses,people,workandaccomplishmentsthatmakeitsuccessful.Itisatimefornetworkingandrecognitionandmembersofthetourismindustry,electedofficialsandmediaareinvitedtoattend.TheBeaconAwardsarepresented,wherenomineesandwinnersarehonoredfortheirexemplaryservice.

• ManagethehospitalityscholarshipgiventoadeservingstudentfromErieCountyattendingalocalcollegeoruniversityforthepurposesofexploringacareerinhospitalityandtourism.

• EventsduringNationalTravel&TourismWeekinclude,butarenotlimitedto:§ Lightingthetownred,thecolorofhospitality.§ Schedulingopenhousesinthevisitorcenter.§ RecognizingflightcrewandthankingthemforputtingBuffaloinapositivelighttotravelers

arrivingordepartingBuffaloNiagara.§ Billboardcampaign,usingpromotionalspacedonatedbyLamarAdvertising.

DestinationDevelopmentStrategies• WorkingwiththeAdministrativeDepartmentandDestinationDevelopmentAdvisoryCommittee,

VisitBuffaloNiagarawillcontinuetoexploreanddevelopnewopportunitiesfortheregion,aswellasaddressconcernsandissuesbroughtforthbyindustrypartners.Examplesincludetheneedtoupdatein-destination,county-widewayfindingandexternalsignage;Airbnblegislationandotherissuesthatarisefromtimetotime.

• Providecomprehensivevisitorresourcesandconsultationservicesthroughtwovisitorcenterso Adequatelystaffandtrainpersonnelandvolunteers.o Ensurethatcity,countyandregionaltourismbusinessesarerepresentedappropriately

throughbrochuredisplayanddistribution;consistentlymaintainandgrowawarenessbyactivelyengagingthepersonnelintheselocations.

o Quarterlyreviewthenumber,typeandqualityofvisitor-relatedbusinessesthatarerepresentedintheCentertoensurewearemeetingavisitor’sneeds.

o Provideoversightonpricingandmixofmerchandisebeingsoldatthevisitorcenters.o Continuetodeveloppartnershipswithtourcompanies.o Provideregion-widebrochuredistributiontohotels,attractions,restaurantsandotherhigh-

profile,traffickedareastomaximizeavailabilityforvisitorstoobtainthemostcurrentvisitorpublications.

o Identifynewandexistingtourism-relatedbusinessesandencouragethemtoengagewithVisitBuffaloNiagaraandthetourismindustrythroughVBNactivities.

o ContinuetopromoteandencourageengagementwithVisitBuffaloNiagaracalendarofevents.

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DestinationDevelopmentandIndustryRelationsSuccessMeasure

• ContinuetoincreaseportalaccessusageinSimpleviewCRM.• Combinedmerchandisesalesgoalof$284,000in2018,anincreaseof1.5%from2017budget.• Businessreferralsof45,000• Plan,coordinateandexecutetheNationalTravel&TourismBeaconAwardsluncheon.

o Grow2017levelsofattendanceandtablesponsorshipby2%.• Plan,coordinateandexecuteannualscholarshipprogram.• Plan,coordinateandexecuteNationalTravel&Tourismweekactivities.• Plan,coordinateandexecuteannualTourismSummit.• Plan,coordinateandexecuteallaspectsofVisitBuffaloNiagaraUniversity.• ContinuetogrowBuffaloAmbassadorNetworkfrom4,000contactsto5,000contactsby2020.

DESTINATIONDEVELOPMENT/INDUSTRYRELATIONSACTIONCALENDAR

J F M A M J J A S O N D

BeaconAwardsLuncheon/AnnualMeeting

BeaconAwardsPlanningCommittee

BeaconAwardsNominationPeriod

ScholarshipProgramApplicationPeriod

TourismSummitPlanningCommittee

TourismSummit

QuarterlyTourismForum

Destination/CustomerServiceTraining

VolunteerMixer

FrontlineStaffFAMTour

HolidayOpenHouse

TouringGuideDistribution

TouringGuideDistributionQualityControlCheck

QuarterlyNightatthe...

TravelPulse

TourismInsider

BuffaloNiagaraThisWeek(52weeks)

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AdministrativeGoalsTheprimarygoaloftheAdministrativeDepartmentistoprovidemanagerialguidancetoallVisitBuffaloNiagaraDepartmentsrelatedtostaffing,management,operationalefficiencies,organizationstrategicplanning,educationandcommunity-basedinitiativesthatpositionVisitBuffaloNiagaraastheleaderinhospitalityandtourism-basedeconomicdevelopmentforErieCounty.

AdministrativeObjectives

• Maintaintheproactivereporting,measurementsandformatsofmonthly,quarterlyandyearlytourismdatathroughtheacquisitionofthird-partyresearchandeconomicmetricstobettercommunicateeconomicimpacttomedia,industryandpolicymakers.

• Maintainacomparativereportingandbenchmarkingsystemforgroupsales,groupbookingpaceandinteractiveanalyticsfrommediaplacement,socialmediaoutletsandVisitBuffaloNiagara.com.Thesemeasurementswillbeusedforbothinternalandexternalanalysis.

• ContinuetoseekoutallWesternNewYorkregionalpartnershipswithareaorganizationsthatcanpositivelyimpactBuffaloNiagaravisitation,makeWesternNewYorkregionalismbeyondourbordersastandardpractice.

• Continuetoprovideefficient,convenient,responsiveandcustomer-orientedsupportservicestotheorganization.

• Provideessentialhumanresourcefunctionstotheorganization.• SafeguardVisitBuffaloNiagara’sfinancialassetsandmanageitsfinancialresourcesin

accordancewiththeorganizationalby-laws.• ProvidecontractcompliancesupportservicesandcentralizedguidancetoallVisitBuffalo

Niagaradepartmentsrelatedtocontractplanning,execution,performanceandmonitoring.• Continuetoreachouttoelectedofficials,thebusinesscommunity,mediaandlocalresidentsto

educatethemontheeconomicvalueoftourismandthevalueofVisitBuffaloNiagara’sefforts.• EstablishmechanismsforthedevelopmentofalternativefundingsourcesforVisitBuffalo

Niagarabycreatingpartnershipswithlocalandnationalvendorsspecifictotourismeconomicdevelopmentandvisitationthatassistsincreatingsharedrevenuechannelsbeyondtaxcollection.

• EncourageVisitBuffaloNiagarastafftotakeleadershiproleswithlocal,stateandnationalorganizationstoraisethelevelofprofessionalismandcredibilityoftheorganization.

• ContinueworkwitheconomicdevelopmentalliesandcityandcountyofficialstoensurethatVBNhasinputonstrategiesandplansforvisitationandtourism-relatedprojectsintheCityofBuffaloorErieCounty.VBNwillbeginthedevelopmentofa2020TourismMasterplanworkingwithatourismconsultingfirmtoguideourcommunitypartnersthroughacomprehensiveplanbeginningin2019.Thiswillbeourdestinationsroadmapforthedevelopmentoffacilities,marketingstrategiesandcomprehensiveplanningforthefollowingtenyears.

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• Workwithlocal,stateandnationalorganizationstomonitorandactivelyvoiceouropinionsorconcernsrelatingtolegislativeissuesthatmayimpactVisitBuffaloNiagaraorthetourismindustryingeneral.

• ImproveoutreachandeducationtoourlocalmediaoutletsabouttheimportanceoftourismandthecurrenttrendsintheBuffaloandErieCountymarket.

• Workwithlocal,stateandnationalofficialsandstafftoaddressissuessurroundingshort-termhousingrentalprograms.Wewillmonitorandactivelyvoiceouropinionsorconcernsrelatingtotheseactivities.

• Continuetofacilitatecommitteesortaskforcegroupstoaddressourvariousdestinationtravel“drivers”toensurewehaveacollaborativemarketingmessagethroughoutErieCounty.Continueouradvocacyrolewithinthesecommitteesonbehalfofthepartners,specifictocommunityengagementandinitiativeswithourpublicstakeholders.

• Throughouttheyear,implementandengagetheprocesstoincorporatethe2015-2020VisitBuffaloNiagaraStrategicPlan.

• WorkwithErieCountymunicipalitiestocontinuetoidentifyandcreatetheexperiencesthatareauthentictoourareatoensureweofferdiverse,qualityandappealingattractions,entertainment,shopping,arts/cultureandculinaryoptions.

• Continuetoworkatallvisitortouchpointstoensuretheyprovidequalitycustomerserviceandhaveagoodunderstandingofourdestinationbrandstrategyandattributescountywide.

• Continuetosupportandhaveinputontransportationissuesthatimpactvisitation,fromexpandingairservicetoimprovingmodesofgroundtransportationthroughoutErieCounty.

• Continuetoworkwithcountymunicipalitiesandeventsrightsholderstoidentifynewandexisting,qualityeventsthathaveeconomicvalue,generatetrackableovernightvisitationandenhancethedestinationbrandandgenerateregionalandnationalmediaexposure.

• VBNwillimplementstrategiesfocusedondestinationopportunitiesandcommunitysupportandengagementthroughtheDestinationsInternationalDestinationNEXTstudy.Theshort-termtacticalstrategieswillbedevelopedbymembersofthemarketing/communications,salesandadministrativestaff.

AdministrativeStrategies

• ProvidetimelyITproblemresolutionandcustomerservicetoVisitBuffaloNiagarastaff.• Haveaworkenvironmentthatinspiresemployeesthroughrecognitionandopen

communication.• Ensurethatadministrativedirectivesandpoliciesareeasilyaccessibleandunderstoodbystaff.• Overseeandmonitorallexpendituresoftheorganizationtoensureoperationalbudgetis

maximized.• Providetimelyfinancialreportstoboardmembersandotherstakeholderstoenhancethe

qualityandefficiencybywhichfinancialservicesaredelivered.• Manageandcoordinatetheannualbudgetprocessincludingtherevenueandexpenditure

forecasting.• Administerallaccountingfunctionstoassurepropercontrolandrecordingoffinancial

transactionsandcompliancewithfiscalpolicies.

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• ContinuetooverseethemanagementandcoordinationofvariouscontractualobligationsforVisitBuffaloNiagara.

• WorkinconjunctionwithAccountingandITDepartmentstofindthebestsoftwareprogramsortechnologyenvironmentsthatdeliverthehighestreturn-on-investmentandefficiencies.

• Continueworkingwithourelectedcounty,cityandtownofficialsalongwithassociatedpartiestoensurethattheinter-localexpendituresandopportunitiesaremadeonprogramsorinfrastructurethatwilldeliverthebestROIandaddressfacilitiesthatwedonotcurrentlyhaveinourcounty-wideinventory.

• Serveinaproactiveadvise-and-consentrolewithlocaleconomicdevelopmentpartnersontourism-relatedprojects

• Continuetoconductmonthlyspeakingengagementswithareacivicgroups,businessroundtablesandothervolunteerorganizationstopromotetourismeconomicdevelopmentandtheVBNmission.

• Conductcommunitypresentationstogovernmental/municipal,standingcommitteesanddepartments,countybasedtowncouncilsandareachambersofcommerce.Throughouttheyear,assignstafftocovervariouscommunityeventsandtoactasliaisonsbetweenVisitBuffaloNiagaraandthehostorganizations.

• WorkwithareamediaandmeetwiththeireditorialstaffstoeducatethemonthevalueoftourismprogramsthatVisitBuffaloNiagaraisinvolvedwiththathaveapositiveimpactforbusinessesandresidents.

• MakesurethatVisitBuffaloNiagarastaffisinvolvedwithU.S.TravelAssociation,BrandUSA,DestinationsInternational,EmpireStateDevelopment,NewYorkStateHospitalityandTravelAssociation,NewYorkStateDestinationMarketingOrganizationaswellasothernational,state,regionalandlocalassociationstoensurethatwehaveavoiceonlocal,state,nationalandinternationalissuesimpactingBuffaloNiagaratourism.

• ExecuteamultichannelstrategytoaddresstheneedformorecommunitysupportandengagementasoutlinedinDestinationsInternationalDestinationNEXTprogram.VBNwillundertaketacticsintraining,town-hallmeetings,taskforceandcommitteedevelopment,onlineresourcesandsocialmediatothefollowingareas:BackyardBoosters(residentsandstakeholders),BringItHomeCampaign(connectorsprogramformeetingsandconventions)andTourismAwareness(tourismindustrypartners).

ADMINISTRATIONACTIONCALENDAR J F M A M J J A S O N DVBNBoardMeeting

VBNExecutiveCommitteeMeeting

VBNFinance/AuditCommitteeMeeting

VBNTravelPulse

SportsAdvisoryCouncilMeeting

QuarterlyMeetingwithErieCountyExecutive

SubmitPreliminaryBudgettoErieCounty

ErieCountyVBNFundingAdvisoryCommittee

ErieCountyConventionCenterStudyCommittee

QuarterlyMeetingwithCityofBuffaloMayor

MonthlyMarketingMeetingwithSenecaGamingCorp.

NYSDMOMeeting

NYSHTALegislativeDay

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USTravelDestinationCouncilBoardMeeting

USTravelDestinationCapitolHill

USTravelESTO

DestinationsInternationalAnnualConference

SubmitDMAPAnnualReport

BuffaloNiagaraPartnershipCANAMMeeting

QuarterlyHotelGeneralManagersMeeting

AnnualAudit

DestinationsInternationalDestinationNEXT

DestinationsInternationalDMOCompensationandBenefitsStudy

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SummaryofVisitBuffaloNiagaraMeasurablePerformanceObjectivesOrganizationMeasure 2017Actual 2018Goal %Change

Administration 1 ErieCountyOccupancy(STRprojection) 2 ErieCountyAverageDailyRate(STRprojection) 3 ErieCountyRevPAR(STRprojection) 4 ErieCountyHotelTaxCollection(Projection) 5 MonthlyTravelPulseDistribution 6 MarketingGrantFundsReceived 7 SpeakersBureauPresentations Marketing Digital 8 WebsiteSessions 1,341,685 1,368,518 2%9 WebsitePageViews 2,669,854 2,723,251 2%10 WebsiteTimeonPage 1:36 1:37 1%11 EmailConsumerDatabase 119,870 105,000* -SocialMedia 12 FacebookFans 85,656 91,651 7%13 TwitterFollowers 25,532 27,319 7%14 InstagramFollowers 23,847 25,516 7%15 VisitBuffaloNiagaraBlogPosts 225 225 -MediaRelations 16 MediaPlacements–out-of-market 130 100 -23%17 AdEquivalencyValue $5,489,850 $3,200,000 -42%18 MediaVisits 45 40 -11%Sales Conventions 19 ConventionsLeadsDistributed 245 290 20 ConventionsDefiniteRoomNights 68,765 69,000 21 ConventionsDefiniteBookings 124 125 22 ConventionsEconomicImpact $56,576,400 $57,000,000 23 ConventionsSalesCalls 1,592 2,160 24 ConventionsSiteVisits 22 30 25 ConventionsTradeshows 13 14 Sports 26 SportsLeadsDistributed 291 296 27 SportsDefiniteRoomNights 101,720 86,670 28 SportsDefiniteBookings 174 180 29 SportsEconomicImpact $93,700,900 $94,000,000 30 SportsSalesCalls 1,306 1,540 31 SportsSiteVisits 27 30 32 SportsTradeshows 10 10 TravelIndustry 33 TravelIndustryLeadsDistributed 179 181 34 TravelIndustryDefiniteRmNights 10,856 11,038 35 TravelIndustryDefiniteBookings 153 150

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OrganizationMeasure 2017Actual 2018Goal %Change36 TravelIndustryEconomicImpact $3,430,700 $4,200,000 37 TravelIndustrySalesCalls 874 720 38 TravelIndustrySite/FAMVisits 20 20 39 TravelIndustryTradeshows 6 6 Services 40 GroupsServiced 185 200 41 CompletedServicesSurveys 29 32 42 ServicesAverageSurveyScore 4.5 4.5 DestinationDevelopmentIndustryRelations 43 VisitorCenterTraffic 87,653 90,000 2.6%44 VisitorCenterRetailSales $288,466.55 $284,000.00 *45 PartnerDatabase 3,735 4,110 10%47 VBNAcademyPrograms 17 20 18%48 VBNBeaconAwardstablesales 12,880 14,000 8%49 VBNBeaconAwardsAttendance 527** 570 8%50 TourismInsiderDistribution 0 2050 51 FrontlineTraining 195 350 78%*The2018salesgoalisbasedonthe2018budget,approvedbytheErieCountyLegislatureinJulyof2017.Atthetimethebudgetwasbeingprepared,weprojected2017actualsalestobe$280,000.$284,000reflectsa1.5%increase.

**allattendance,includingstaffandcomplimentarytickets.

39|P a g e VisitBuffaloNiagara2018BusinessPlan

IndustryMembershipandLeadershipPositions

PatrickKaler,President&CEO

• U.S.TravelAssociation,BoardofDirectors• U.S.TravelAssociation,DestinationCouncilBoardofDirectors• U.S.TravelAssociation,DestinationCouncilViceChair• U.S.TravelAssociation,PACBoardMember• DestinationsInternational• NewYorkStateHospitality&TravelAssociation,BoardofDirectors• NewYorkStateHospitality&TravelAssociation,ViceChair• EmpireStateTourismConferenceChair• NewYorkDestinationMarketingOrganizationAssociation,Secretary• BuffaloNiagaraPartnershipBoardofDirectors• BuffaloCivicAutoRamp,BoardofDirectors• FrankLloydWright’sDarwinMartinComplex,BoardofDirectors• CityofBuffaloArtsCommission• OlmstedConservancy,LongRangePlanningCommittee• TheEricWoodFoundation,ExecutiveAdvisoryBoard• Member,LeadershipBuffalo• WesternNewYorkSportsAdvisoryCouncil

MikeEven,VicePresidentofSalesandServices

• DestinationsInternationalCertifiedDestinationManagementExecutive• BuffaloNiagaraSales&MarketingExecutives,BoardofDirectors&ProgrammingCommittee• TrocaireCollege,AdvisoryCouncilfortheHospitalityManagementProgram• BuffaloNiagaraSales&MarketingExecutives,BoardofDirectors• BuffaloNiagaraSales&MarketingExecutives,ProgrammingCommittee• ChippewaAllianceBoardofDirectors• ChippewaAllianceStreetScapeDesignCommittee• DestinationsInternationalSalesAdvisoryCommittee• Member,MeetingPlannersInternational• WilsonFoundationProjectPlayCommittee

KarenFashana,DirectorofMarketing

• DarwinMartinHouse,VisitorExperienceCommittee• Graycliff,MarketingCommittee• MarketingCommitteeforTheatreofYouth

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JenniferGregory,NationalSalesManager

• MeetingPlannersInternationalNortheastNewYorkChapter,MembershipCommittee• AmericanPlanningAssociationWesternNewYorkSection,ScholarshipFundraiser• NiagaraUniversityCollegeofHospitality&TourismManagement,AdjunctInstructor

PeteHarvey,DirectorofSportsDevelopment

• NASCBoardofDirectors• NASCSportsLegacyCommittee• NASCByLawsCommittee• NASCSymposiumCommittee• WingsFlightsofHopeBoardofDirectors

EdHealy,VicePresidentofMarketing

• Innovation,Creativity&EntrepreneurshipAdvisoryCouncilatSUNYBuffaloState• DarwinMartinHouseMarketingCommittee• GardensBuffaloNiagaraBoardofDirectors

CindyKincaide,DirectorofDestinationDevelopment&IndustryRelations

• BuffaloGreenFund,Inc.BoardPresident• CommunityAdvisoryBoardMember–WNED-TV• CulinaryAdvisoryGroupMember–Erie1BOCES• Member,LeadershipBuffalo• MaryvaleAcademyofHospitalityandTourismAdvisoryCouncil

JenilynKramer,NationalSalesManager

• MeetingPlannersInternational• BuffaloNiagaraSalesandMarketingExecutives• BuffaloNiagaraTravelProfessionals

LeahMueller,DirectorofTourismSales

• ILNYInternationalMarketingCommittee• OMCASupplierCouncil• OMCAConferenceCommittee

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AllisonPawarski,SportsServicesandSalesManager

• GreaterBuffaloSportsHallofFameBoardofDirectors• CampGoodDaysandSpecialTimesBuffaloGalaCommittee• AlgonquinSportsforKidsBoardofDirectors

DionneWilliamson,NationalSalesDirector

• FriendsofBroderickParkCommittee• VisionNiagaraBoardofDirectors• BuffaloHistoryMuseumBoardofManagers• BuffaloHistoryMuseumAdvancementCommittee