Haywood County Tourism Development Authority

!

2014 Annual Report

!

The  Haywood  County  Tourism  Development  Authority  would  like  to  thank  you  for  your  continued  support  and  dedication  to  our  local  tourism  industry.  We  look  forward  to  working  with  you  in  2015  and  beyond.  

www.visitncsmokies.com  www.haywoodcountytourismdevelopment.com    

Haywood  TDA  Partner  Website  Did  you  know  we  have  a  website  dedicated  exclusively  to  our  industry  partners?    !Visit  www.haywoodcountytourismdevelopment.com  for  useful  information  like:  !•Annual  Reports  •Marketing  Plans  •TDA  Board  Meeting  Info  •Budget  Documents  •Grant  Information  •Occupancy  Tax  Information  •Proposed  2%  Information  •Various  Reports  •Tourism  News  •Haywood  County  Film  Commission  Information  

!Executive Message !

To the Tourism Industry of Haywood County,!The Haywood County Tourism Development Authority (TDA) has completed its thirty-first year in 2014. Our major measure of performance is, of course, the occupancy tax collection. We were fortunate to exceed our projections for the year ending in June 2014. I would like to thank our lodging partners for all their hard work.!Many factors and assets make up tourism in our county. One of the most important assets is the Blue Ridge Parkway (BRP). The TDA is continuing our partnership with the BRP to maintain the magnificent views from the overlooks and the roadways.!The TDA continuously strives to live up to its name of The Tourism Development Authority. The scope of what we do to accomplish this development has changed over the years. In the digital age of the internet, websites, smart phones, and social media, we have had to find new and innovative ways to reach out to our visitors.!We realized a long time ago that we would need help to navigate our way through this digital age. We needed to know if our efforts were effective and if not, what do we need to do to accomplish our mission of continuing development. I am pleased to report that the Goss Agency is our new partner.!Festivals and events continue to be important in our mix of tourism development. I would like to thank the one-percent committees for all their efforts to fund these events.!We at the TDA are excited to be able to go forward with our group sales program. This endeavor will allow us to reach out to many groups such as travel associations, reunions, clubs, teams, etc. We will be hiring a group sales manager to lead this effort.!We still remain optimistic that the proposed two-percent occupancy tax will be enacted by the North Carolina State Legislature. This would give us much needed funds to help with new product development. Other counties have been very successful with this program.!I would also like to take this opportunity to say thanks to the TDA staff and, of course, our Executive Director. These people have certainly helped me navigate through the digital world.!Well, Board of Directors, thank you for your service and for having the vision to enact our long term strategic plan which will be our gateway to the future.!Ken StahlChairman

Partnerships

28716  -­  Canton  8th  Annual  Mountain  Mater  Fest  Cold  Mountain  Corn  Maize  Haywood  County  Fair  Lake  Logan  Multisport  Festival  Haywood  County  Chamber  –  Blue  Ridge  Breakaway  Canton’s  Labor  Day  Celebration  Percentage  of  HCTDA  Audit  !28721  -­  Clyde  Haywood  Chamber  –  Blue  Ridge  Breakaway  Fines  Creek  Bluegrass  Jam  Percentage  of  HCTDA  Audit  !28745  -­  Lake  Junaluska  Haywood  Chamber  –  Blue  Ridge  Breakaway  Smoky  Mountain  Folk  Festival  Haywood  County  Fair  2014  Independence  Day  Celebration  Percentage  of  HCTDA  Audit  !28751  -­  Maggie  Valley  Town  of  Maggie  –  Southern  Living  Advertising  Town  of  Maggie  –  EC  Publishing  Advertising  Town  of  Maggie  –  Allegiant  Air  Advertising  Town  of  Maggie  -­‐  Plott  Fest  2014  Town  of  Maggie  –  Red,  White  &  Boom  2013  Advertising  Town  of  Maggie  –  Winter  Woods  Decorations  2013  Town  of  Maggie  –  Festival  Grounds  Lighting  &  Electric  Maggie  Chamber/HCHMA/MVALA  –  TDA  Visitor  Guide  Ad  Maggie  Chamber  Executive  Director  Salary  Maggie  Chamber  –  WNC  BBQ  Festival  Thunder  in  the  Smokies  Spring  Rally  Thunder  in  the  Smokies  Fall  Rally  Ghost  Town  in  the  Sky  Advertising  Haywood  Chamber  –  Blue  Ridge  Breakaway  Glory  Hound  Events  –  Maggie  Moonlight  Run  Maggie  Valley  Fall  Days  Southeastern  Gas  &  Petroleum  Expo  2014  Maggie  Valley  Spring  Rally  2014  Maggie  Valley  Swap  Meet  &  Car  Show  Maggie  Valley  Summer  Rally  2013  MVALA  –  Allegiant  Air  Advertising  

MVALA  –  Brochure  MVALA  –  NOC  Freestyle  Kayaking  Website  MVALA  –  Map  Project  MVALA  –  Google  Ads  MVALA  –  All  Roads  Lead  to  Maggie  Website  MVALA  –  All  Roads  Lead  to  Maggie  Logo  Redesign  HCHMA  –  Blue  Ridge  Outdoors  Advertising  HCHMA  –  Billboard  HCHMA  –  Google  Ads  HCHMA  –  Military  Ads  &  Tradeshow  HCHMA  –  Post  &  Courier  Ad  Maggie  Chamber  –  Google  Ads  Maggie  Chamber  –  Digital  Advertising  Campaign  Percentage  of  HCTDA  Audit  !28785/28786  -­  Waynesville  DWA  –  Smoky  Mountain  Living  Advertising  DWA  –  Mountain  Street  Dances  DWA  –  12  Trashcans  for  Festivals  DWA  –  2014/2015  Shopping  &  Business  Guide  DWA  –  The  Laurel  Magazine  Advertising  DWA  –  Design  &  Layout  of  Ads  DWA  –  Our  State  Advertising  DWA  –  Church  Street  Festival  DWA  –  Appalachian  Lifestyle  Festival  WNC  Dog  Fanciers  Con`irmation  Show  2013  WNC  Dog  Fanciers  Con`irmation  Show  2014  Smoky  Mountain  Folk  Festival  Waynesville  Gallery  Assoc.  –  Art  After  Dark  Advertising  HART  Advertising  Haywood  Chamber  –  Apple  Harvest  Festival  Haywood  Chamber  –  Blue  Ridge  Breakaway  ARC  –  Smoky  Mountain  9-­‐Ball  Shootout  Folkmoot  USA  –  International  Festival  Day  Frog  Level  Merchants  Assoc.  –  Whole  Bloomin’  Thing  Festival  The  Strand  Theater  –  Event  Series  Advertising  Haywood  Arts  Council  –  International  Festival  Day  Bear  Waters  Brewing  –  Beer  Fest  2013  Percentage  of  HCTDA  Audit  !

Haywood  TDA  Staff  Lynn  Collins     Executive  Director  !Ashley  Rice     Marketing  Manager      Becky  Seymour     Video  Marketing  Manager  !Anna  Smathers     Communications  Manager  !Visitor  Center  Staff  John  Porter     Visitor  Center  Staff  !Jena  Sowers     Visitor  Center  Staff  !Eddes  Christopher   Visitor  Center  Staff  !Dennis  Kindrick     Visitor  Center  Staff  

Haywood  County  Visitor  Center  44  N.  Main  St.  

Waynesville,  NC  28786  828-­452-­0152  !

Maggie  Valley  Visitor  Center  2511  Soco  Rd.  

Maggie  Valley  NC,  28751  828-­926-­1207  

Executive  Committee         Representing  Ken  Stahl  –  Chairman         Town  of  Waynesville  Town  of  Waynesville  !Lyndon  Lowe  -­‐  Vice  Chairman/Finance  Chairman   20  Units  or  Less  Twinbrook  Resort  !Beth  Brown  -­‐  Marketing  Chairman       20  Units  or  Less  Ferguson  House  Rentals  !Ben  Glover  -­‐  Government  Relations  Chairman     More  than  20  Units  Maggie  Mountain  Vacations  !Laura  Leatherwood  -­‐  Personnel  Chairman     Town  of  Clyde  Haywood  Community  College  !Board  of  Directors  At  Large  James  Carver           Tourism  Related  Maggie  Valley  Restaurant  !Sammy  Carver           More  than  20  Units  Waynesville  Inn,  Golf  Resort  &  Spa  !Mike  Eveland           Town  of  Maggie  Valley  Alderman,  Town  of  Maggie  Valley  !Michael  Graham           Tourist  Related  Jukebox  Junction  Restaurant  !Ken  Howle           More  than  20  Units  Lake  Junaluska  Conference  Center  !Michael  Ray,  Mayor         Town  of  Canton  Town  of  Canton  !Tammy  Wight           Under  20  Units  Clarketon  Motel  !Ex  Of\icio  Members  Julie  Davis           CeCe  Hipps  Haywood  County  Finance  Director     Haywood  County                                            Chamber  of  Commerce  Michael  Sorrells  Haywood  County  Commissioner       Teresa  Smith               Maggie  Valley    Mark  Clasby           Chamber  of      Economic  Development  Commission       Commerce

The  Haywood  County  Tourism  Development  Authority  is  funded  by  a  4%  Occupancy  Tax  on  short  term  rentals  of  less  than  90  days.    3%  of  the  Occupancy  Tax  goes  to  the  Haywood  County  Tourism  Development  Authority  for  the  purpose  of  marketing  Haywood  County  as  a  tourism  destination.    The  remaining  1%  goes  back  to  the  Zip  Code  area  where  it  is  collected  for  the  purpose  of  promoting  each  of  those  areas.    The  1%  funds  are  allocated  through  a  grant  process.    Applications  are  reviewed  by  appointed  Zip  Code  Subcommittees  who  make  recommendations  to  the  Haywood  County  TDA  Board  for  funding  of  the  1%.    Listed  below  are  examples  of  projects  funded  by  the  1%  in  each  zip  code  area  in  the  2013  -­‐  2014  budget  year.  

1% Zipcode Report

Visit  NC  Smokies  Website  Report    2013  -­‐  2014    

www.visitncsmokies.com    !Unique  Visits  

84,252  (up  25%)  !Pageviews  

596,298  (up  221%)  !Pages  per  Session  7.08  (up  157%)  !Bounce  Rate  

19.59%  (down  62%)  

2013  Economic  Impact  Report  for  Haywood  County    !• Domestic  tourism  in  Haywood  County  generated  an  economic  impact  of  $155.38  million  in  2013.  This  was  a  4.54  %  change  from  2012.  !

• In  2013,  Haywood  County  ranked  27  in  travel  impact  among  North  Carolina's  100  Counties.  !

• More  than  1,610  jobs  in  Haywood  County  were  directly  attributable  to  travel  and  tourism.  !

• Travel  generated  a  $31.48  million  payroll  in  2013.  !• State  and  local  tax  revenues  from  travel  to  Haywood  County  amounted  to  $14.11  million.  This  represents  a  $236.39  tax  saving  to  each  county  resident.  !

• Major  attractions  include  the  Blue  Ridge  Parkway,  Great  Smoky  Mountain  National  Park,  Wheels  Through  Time  Museum,  Maggie  Valley  and  the  Museum  of  North  Carolina  Handicrafts.  !

Correction  to  the  2012  Tourism  Impact  Numbers  !Based  on  new  and  revised  data  received  by  the  U.S.  Travel  Association,  the  county  level  distribution  of  spending  by  casino  visitors  to  the  surrounding  area  was  reallocated  for  2012  and  2013.    These  adjustments  affected  primarily  Swain,  Jackson  and  Haywood  counties.    In  previous  years,  the  majority  of  impact  was  allocated  to  Swain  County.    As  a  result  of  more  hotel-­‐related  data  for  surrounding  counties,  the  TEIM  model  was  adjusted  such  that  the  distribution  of  spending  was  reallocated  accordingly.  !Therefore,  domestic  tourism  in  Haywood  County  generated  an  economic  impact  of  $148.63  million  in  2012,  which  was  23.45%  change  from  2011.

Tourism Economic Impact

2013/2014 1% Net Occupancy Tax

2013/2014 3% Net Occupancy Tax

 Social  Media  -­  2013  -­  2014  !YouTube  Views    12/13  -­‐  4,408  13/14  -­‐  23,722      !

Twitter  Followers  12/13  -­‐  420    13/14  -­‐  776  !

Facebook  Likes  12/13  -­‐  14,214    13/14  -­‐  15,800    

Administration+16%+

Marketing+50%+

Visitor+Centers+9%+

3%+Grants+1%+

1%+Grants+24%+0%+

2014+HCTDA+Expenditures+

Asset  Type Amount

Administration $154,152

Marketing $467,528

Visitor  Centers $88,008

3%  Grants $11,330

1%  Grants $220,730

Haywood TDA’s Annual Expenditures

4% Occupancy Tax Annual Report

$0#

$50,000#

$100,000#

$150,000#

$200,000#

$250,000#

$300,000#

July# August# September# October# November#December# January# February# March# April# May## June#

Town%of%Canton%%%%%Gross%Sales%over%Three%Years%

2011/2012#

2012/2013#

2013/2014#

$40,992''

$133,282'' $141,458''$186,537''

$273,081'' $298,351''$316,361'' $327,241''

$359,357'' $375,764''$394,714''

$436,658''$463,530'' $478,336''

$521,630''$568,835''

$609,175'' $620,413'' $621,492'' $612,407'' $603,724'' $614,089''$653,129''

$704,847''

$879,739''

$952,663''$889,417'' $893,802'' $890,534''

$954,996'' $975,332''

$0''

$200,000''

$400,000''

$600,000''

$800,000''

$1,000,000''

$1,200,000''

Occupancy(Tax(History(1984(5(2014(

2'Percent'

3'Percent'

4'Percent'

$0#

$200,000#

$400,000#

$600,000#

$800,000#

$1,000,000#

$1,200,000#

$1,400,000#

July# August# September# October# November#December# January# February# March# April# May## June#

Town%of%Waynesville%%Gross%Sales%over%Three%Years%

2011/2012#

2012/2013#

2013/2014#

$0#

$50,000#

$100,000#

$150,000#

$200,000#

$250,000#

$300,000#

$350,000#

July# August# September# October# November#December# January# February# March# April# May## June#

Lake%Junaluska%%Gross%Sales%over%Three%Years%

2011/2012#

2012/2013#

2013/2014#

$0#

$10,000#

$20,000#

$30,000#

$40,000#

$50,000#

$60,000#

$70,000#

$80,000#

July# August# September# October# November#December# January# February# March# April# May## June#

Town%of%Clyde%Gross%Sales%over%Three%Years%

2011/2012#

2012/2013#

2013/2014#

$0#

$500,000#

$1,000,000#

$1,500,000#

$2,000,000#

$2,500,000#

July# August# September# October# November#December# January# February# March# April# May## June#

Maggie&Valley&&Gross&Sales&over&Three&Years&

2011/2012#

2012/2013#

2013/2014#

0" 5,000,000" 10,000,000" 15,000,000"

Canton"

2011/2012"

2012/2013"

2013/2014"

Clyde"

2011/2012"

2012/2013"

2013/2014"

Lake"Junaluska"

2011/2012"

2012/2013"

2013/2014"

Maggie"Valley"

2011/2012"

2012/2013"

2013/2014"

Waynesville"

2011/2012"

2012/2013"

2013/2014"

Haywood'County'Gross'Room'Night'Sales'by'Town'and'Year'