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
20|P a g e VisitBuffaloNiagara2018BusinessPlan
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.
21|P a g e VisitBuffaloNiagara2018BusinessPlan
• 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
23|P a g e VisitBuffaloNiagara2018BusinessPlan
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<ravelShowcase
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
29|P a g e VisitBuffaloNiagara2018BusinessPlan
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)
33|P a g e VisitBuffaloNiagara2018BusinessPlan
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.
34|P a g e VisitBuffaloNiagara2018BusinessPlan
• 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
36|P a g e VisitBuffaloNiagara2018BusinessPlan
USTravelDestinationCouncilBoardMeeting
USTravelDestinationCapitolHill
USTravelESTO
DestinationsInternationalAnnualConference
SubmitDMAPAnnualReport
BuffaloNiagaraPartnershipCANAMMeeting
QuarterlyHotelGeneralManagersMeeting
AnnualAudit
DestinationsInternationalDestinationNEXT
DestinationsInternationalDMOCompensationandBenefitsStudy
37|P a g e VisitBuffaloNiagara2018BusinessPlan
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
40|P a g e VisitBuffaloNiagara2018BusinessPlan
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