10 Years of Lake Erie Shores & Islands2015 Report

10

In the summer of 2004 representatives of two county visitors bureaus, Erie and Ottawa, sat down together to discuss ways to work more closely. Goals expressed included seeking out opportunities to co-promote in advertising and at trade shows; educating staff members in each bureau about the visitor highlights of each other’s county; and developing a single visitors guide and website for the region.

These goals certainly appeared sensible. After all, millions visited the area each year not knowing which county they were in. But with two independent non-profit corporations, two sets of board and staff members, two welcome centers, two marketing plans, and two separate sources of funding, achieving the goals was not without challenge.

Thankfully, board and staff leaders from the two bureaus persevered and in October 2006, an agreement was signed between the organizations binding each to the use of the newly named Lake Erie Shores & Islands and confirming the intent to produce a combined annual marketing plan, travel guide and website. 2016 marks our 10th year in a partnership that continually has generated additional ways to collaborate for mutual benefit.

Of course the successes of the Lake Erie Shores & Islands partnership over the past ten years would not have been possible without the abundance and quality of visitor offerings we have the pleasure of promoting.

Our success is also tied to the strong customer service focus of our tourism industry partners and all the individuals who take good care of our guests; plus the entrepreneurs who believe in our communities enough to invest in creating new and different experiences.

What we’ve accomplished would not have been possible without the ongoing support of the Erie and Ottawa County Commissioners and the guidance of our Boards of Trustees and committee members. Board and committee members serve without pay often contributing many hours of their time and talent each week to help the bureau and region’s tourism industry flourish.

And a big thank you to the entire Lake Erie Shores & Islands staff for their commitment to our powerful partnership. Our team members are always searching out new ways to become more efficient and effective marketers for the region. It’s a great pleasure working with them!

I hope you enjoy this review of what we’ve accomplished together.

Mission Statement: To encourage economic development in

Erie and Ottawa counties by continually

increasing positive awareness of Lake

Erie Shores & Islands as a business and

leisure destination.

Greetings!

Larry FletcherExecutive Director

Economic Impact

Direct Spend Tourism spending touches a wide variety of business sectors in the Lake Erie Shores & Islands region1

Transportation

Lodging

Food & Beverage

Recreation

Retail32%

20%

19%

17%

12%

Lodging Sales

$156,501,947 $164,489,779

Lodging sales increased 49% over the past decade and increased 5% in 20153

20152014$110,649,0642006

Local Sales Tax Sales tax collections increased 38% over the past decade4

$17,595,9602006 $24,323,847

2015

Lodging Tax

$3,436,441 $3,596,39620152014

$2,392,7962006

Lodging tax collections increased 49% over the past decade and increased 5% in 20153

In addition to the county-wide lodging tax, municipalities in Ottawa and Erie counties collected more than $4 million in additional lodging tax revenue in 2015, money that can be used to provide an even better visitor experience2

1 – “The Economic Impact of Tourism in Erie County, Ohio”; June 2014; Tourism Economics – An Oxford Economics Company. “The Economic Impact of Tourism in Ottawa County, Ohio”; June 2014; Tourism Economics – An Oxford Economics Company

2 – Lodging tax collected by municipalities report 3 – Lodging tax numbers4 – Tax Data Series Ohio S-1

2015 marked the second year for our

Lake Erie Love campaignOur advertising targeted potential visitors in Cleveland,

Columbus, Detroit, Pittsburgh, Fort Wayne, Chicago and other markets throughout the Midwest

Sharing the #LakeErieLove

of respondents were aware of a Lake Erie Shores & Islands ad543%

Lake Erie Shores & Islands advertising helped generate 1.8 million trips

(Approximately 815,000 of those being overnight trips)

which generated $151.4 million of visitor spending5

This spending generated approximately

$4 million

in local taxes5

The Lake Erie Love campaign has even grown to include much more than an advertising campaign

Lake Erie Love Light is on tap at Catawba Island Brewing Co.

Lake Erie Love Candles are available at Northern Exposure Gallery & Candle Co.

in Port Clinton

Lake Erie Love Commodore Platter, which consists of perch and walleye, is on the menu at

Crosswinds Restaurant & Bar in Port Clinton

Lake Erie Love logo shirts, hats, glassware, window clings, buttons and more can be found at numerous locations in the region

5 – “2014 Tourism Advertising Evaluation Study”; February 2015; Longwoods International

The tourism industry employs the full-time equivalent of

12,000+ people

and accounts for

$321+ million in annual payroll 6

is an economic driver in the Lake Erie Shores & Islands region

Visitors can “find it here” in the Lake Erie Shores & Islands in many ways, including: amusements, waterparks, historical sites,

museums, islands, ferries, cruises, water recreation, golf, arts and culture, wineries, lighthouses, beaches, parks,

natural areas, fishing, boating, lodging, shopping, dining, special events

and so much more!

“We sell experiences” According to a 2014 survey in Midwest Living,

73% of consumers would rather spend their money on an experience than on a material item 7

TourismLake Erie Shores & Islands welcomes

9+ million

visitors each year, making it one of the most popular destinations

in the Midwest

Tourism generates more than

$1.8 billion

$225 million in taxes 6

in annual sales (direct, indirect and induced spending) and

6 – “The Economic Impact of Tourism in Erie County, Ohio”; June 2014; Tourism Economics – An Oxford Economics Company. “The Economic Impact of Tourism in Ottawa County, Ohio”; June 2014; Tourism Economics – An Oxford Economics Company

7 – Tourism Ohio pamphlet, Discover Ohio – “Not Just Big Fun, Big Business”; 2014

155,000+ Lake Erie Shores & Islands travel guides were distributed to travel centers along the Ohio and Indiana turnpikes, Ohio interstates and AAA/CAA offices in seven states and Canada

The balance of travel guides were distributed by our team at numerous events and conferences. Lake Erie Shores & Islands also contracted with several distribution companies to represent us at trade shows and place our travel guides in lodging establishments, attractions and travel centers in our target markets.

Welcome Center staff personally assisted 20,000+ visitors in 2015

Our monthly consumer eNewsletter is sent to 67,000+ subscribers This represents a 21% increase vs 2014

Our monthly partner eNewsletter is sent to 450+ subscribers

The Welcome Centers hosted visitors from 41+ states and 15+ countries

Welcome Center staff attended seven leisure travel shows with a combined attendance of 815,000

Visitors Services400,000

Lake Erie Shores & Islands travel guides were

published in 2015

53,000+travel guides were individually mailed out to those who

requested one

82,000+ travel guides were distributed by

local businesses

Visitors in 2015

Up 27% vs 20148

Nearly

850,000

Social Media Statistics

131,

732

101,

944

22,1

01

15,5

02

8,76

8

2,62

2

Facebook - 131,792 followers in 2015

Up 29% vs 2014

201520142013201220112010

15,9

17

6,98

9

5,13

0

1,81

4

1,20

7

735

Twitter - 15,917 followers in 2015

Up 122% vs 2014

201520142013201220112010

3,10

7

1,13

3

352

Instagram - 3,107 followers in 2015

Up 153% vs 2014

201520142013

Website Statistics

Referral Clicks

to Partners

Approximately

650,000

Up 600% vs 20148

Top 5 State Visitors to SHORESandISLANDS.com8

1. Ohio

2. Pennsylvania

3. Michigan

4. Illinois5. Indiana

Page Views

Up 22% vs 20148

More Than

3,000,000

8 – Google Analytics 2014 and 2015

Group Sales

The group sales team

impacted 116 different groups that represented

48,103 room nights

Group Publications

37%

38%21%

3% 1%

S.M.E.R.F.

Association

Sports

Corporate Group Tour

(Social, Military, Education,

Religious/Reunion, Fraternal)

The group sales team obtained and

distributed a total of

364 leads

in 2015

281 leads

were obtained by attending 15 group related trade shows

83 leads were obtained from incoming calls, the

group website, partners and other prospecting

methods

Total Group Sales Impacted Room Nights by Market Segment

{

64 groups

were serviced with a collective distribution of

8,487 guides

A new

Tourism Ambassador program was implemented to

create a pool of volunteers to represent Lake Erie Shores & Islands by assisting at meetings and events in the region

Grants and SponsorshipsLake Erie Shores & Islands offers grant programs designed to assist organizations and businesses in promoting events that generate overnight stays, create media exposure, increase area economic impact and build awareness that Lake Erie Shores & Islands is a year-round destination.

Group Services

Professional Affiliations

Four 2015 events were awarded sponsorship grants from the Erie County Visitors and Convention Bureau.

Recipients included: Rev3 TriathlonSanta HustleKalahari CupOhio Bike Week

10 conferences and events were awarded funds through the Erie County Visitors and Convention Bureau’s Event and Conference Grant Program in 2015.

Some of the recipients included: Teach Them DiligentlyNational Association of State Veterans HomesRayovac FLW Fishing TournamentCruisin’ by the BayCedar Point’s Coaster Classic Soccer

16 organizations were awarded funds through the Ottawa County Visitors Bureau’s Tourism Marketing Grant Program in 2015.

Some of the recipients included: Wings and Warbirds Over Port ClintonOak Harbor Apple FestivalLakeside Chautauqua Lighthouse FestivalWalleye Madness at MidnightAbility Center Day at the Range

Public Relations More than 500 positive stories representing over 900 million

potential impressions were tracked in various media in 2015.

Notable national/regional outlets included CNN, USA Today, CNBC, Forbes.com,

Smithsonian magazine, Budget Travel, Washington Post, Sports Events magazine,

Meetings Focus magazine, Frommer’s, Country Living, Good Housekeeping, Woman’s Day,

Chicago Tribune, Orbitz, Huffington Post, Military.com, Neil Zurcher’s One Tank Trips,

U.S. News & World Report, Lakeland Boating, Weather.com, Yahoo! Travel and Time magazine.

The PR team also hosted 40 individual media visits

in 2015 and interacted with 150+ bloggers

at various events in the region.

The TeamJill Bauer, Public Relations CoordinatorJeff Burrow, Information Services SpecialistCindy Chapman, Travel CounselorKara Dietrich, Travel CounselorBryan Edwards, Director of Marketing and

CommunicationsLarry Fletcher, Executive DirectorRene Franklin, Advertising and Design

CoordinatorTiffany Frisch, Groups Sales CoordinatorAngie George, Visitor Services Manager Cathy Halstead, Office ManagerDebra Herzog, Travel Planner Sales

RepresentativeAbby Miller, Social Media CoordinatorDuane Myers, Special Events ManagerAmanda Smith Rasnick, Group Sales

ManagerMary Ann Snider, Tourism Partner

CoordinatorBrian Shifflet, Group Services CoordinatorMartha Stonerook, Travel CounselorJoan Van Offeren, Community Relations

Director Dawn Weinhardt, Managing Director

Board of DirectorsErie CountyJude Hammond (President)Jeff Hoffman, MHD Corp./Mecca Motel

(Vice-President)Frank Link, Retired City of Sandusky

(Treasurer)Sarah Wysong Miller, Great Wolf Lodge

(Secretary)Lee Alexakos, Cedar Fair Entertainment

Company

Abbey Bemis, Erie County Economic Development Corporation

Maris Brenner, Kalahari ResortJayme Criscione, Ghostly Manor Thrill

Center, Econo Lodge Inn & Suites Greg Hill, Sawmill Creek ResortGary Lickfelt, Former Asst. Prosecuting

Attorney Brian Peiffer, Cedar Point Resorts Steve Poggiali, Erie County Regional

PlanningGeorge Ruta, Carmelo Ruta, Inc.Mary Sartor, Sandusky MallSteve Schuster, Perkins Family RestaurantJames Sortino, Sortino ManagementEric Wobser, City of SanduskyLance Woodworth, Jet Express

Ottawa CountyMike Schenk (President)Nicole DeFreitas, Jet Express

(Vice-President)Peter Huston, Put-in-Bay Chamber

(Treasurer)Carrie McGlothlin, Communicare Family of

Companies (Secretary)Michael Barr, Commodore Perry Federal

Credit UnionJamie Beier-Grant, Ottawa County

Improvement Corp.Kimberly Domokos, Spirit AirlinesCheryl Grosjean, Genoa Custom InteriorsChuck Miller, Baumann Auto CenterGreg Peiffer, Ottawa BroadcastingJoanne Price, Red, White & BrewKim Redfern, Red Fern Inn/Rocky Point

WineryJo Ellen Regal, Ottawa County CommissionerDave Spangler, Dr. Bug’s Charters

The team is also active in the local community providing support for numerous groups and committees including:American Bus AssociationBGSU Firelands Advisory CommitteeBGSU Firelands Development BoardBiggest Week in American BirdingDay at the Range CommitteeErie County Civil War CommitteeExperience Ottawa CountyFirelands PartnershipHealthy Water OhioLake Erie Improvement AssociationLeadership Erie CountyLeadership Ottawa CountyMain Street Port ClintonMarblehead Lighthouse ToursMaritime Museum of SanduskyMeeting Professional International Merry-Go-Round MuseumMilan MuseumNational Association of Sports CommissionsNational Rifle & Pistol Matches Marketing

CommitteeNorth Coast Arts AllianceOhio Association of CVBsOhio Has It!Ohio Sea Grant Advisory CommitteeOhio Society of Association ExecutivesOhio Travel AssociationOld Woman Creek State Nature PreserveOttawa County Improvement AssociationPeninsula Historical CouncilProfessional Conference Management

AssociationRotarySandusky Bicentennial CommissionStudent and Youth Travel AssociationToast of OhioUnited Way of Erie County

The TeamThe Lake Erie Shores & Islands team consists of more than twenty tourism industry professionals whose experience and dedication to providing our visitors with their best customer service is second to none.

All combined, the Lake Erie Shores & Islands team has more than 185 years of experience working for the Erie and Ottawa County Visitors Bureaus and more than 270 years of experience in the tourism industry.

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