Tourism Prince George 2018 Annual Report Hall/Agendas/2019... · • Top post had 386 likes o Twitter: • Increase of 27.8% in engagement on Twitter Ii li\'r ... o Calgary Outdoor

$Page 1: Tourism Prince George 2018 Annual Report Hall/Agendas/2019... · • Top post had 386 likes o Twitter: • Increase of 27.8% in engagement on Twitter Ii li\'r ... o Calgary Outdoor$
Erica Hummel

CEO, Tourism Prince George

Tourism Prince George 2018 Annual Report

Prince George will be a recognized premier all-seasons destination –a community with remarkable urban experiences surrounded by

incredible wilderness opportunities.

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1 ~ -~ ,+1- l ' ' VISION

By December 31, 2019, Tourism Prince George will increase visitation to Prince

George by 5% through:

o VISITOR SERVICES – We will provide excellent customer service and support local tourism stakeholders in delivering professional services to visitors.

o MARKETING & COMMUNICATIONS – We will promote the positive image of Prince George through engagement and continuing to build a compelling brand in core and niche markets.

o DESTINATION DEVELOPMENT – We will have accessible and desirable products during all seasons that are available to a wide range of visitors in the leisure market including aboriginal, arts & culture and adventure.

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Total Visitors 2018 12,443

Total Visitors 2017 15,155

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Tourism Week Open House

Highlightso Partnered with Chamber of

Commerce to host “Business after 5” event• 43 stakeholders

attended

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Visitor Services

Mobile Ambassador Program

Highlightso 11 Mobile events

including Father’s Day Show & Shine, National Indigenous Peoples Day, BMO KidzArt Days, Downtown Summerfest, and Pride

o Total visitor interactions: 4008

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Artnership Program

Highlightso Partnership with

Community Arts Councilo Hosted six Indigenous artists

during the summer monthso A huge success! Visitors

loved being able to paint, drum, sing, and carve with the artists

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Visitor Services

Seasonal Visitor Counsellor Recruitment & Training

Highlightso Hired six summer counsellorso Received government grant for

$3,356 for a mobile senior counsellor

o TPG Survey:• 88 Responses• Net Promoter Score : 34• 100% visitor satisfaction rating

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Visitor Services

Marketing & Communications

Visitor Guide

Highlightso Three-year contract with

agencyo 40,000 printedo 1,500 guides shipped to

Yukono 8,500 sent to Albertao 30,000 sent to local hotels,

stakeholders, and other BC Visitor Centres

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Brand Campaign

Highlightso Booked ads in seven

provincial publicationso Produced over 50 on-brand

images including camping, ski, downtown, and winter

o Produced “This is Winter” video:• 152,635 views• 65,522 reach• 1,515 engagement• 267 comments,

reactions, and shares on Facebook

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Route 16 Campaign

Highlightso Eight regional partners and DBCo Total budget: $94,000o Target markets: Vancouver, Calgary, Edmonton,

Seattleo Total video digital marketing: 239,691 impressionso Total banner digital marketing: 611,041

impressionso Total retargeting: 125,295 impressionso Facebook:

• Total impressions: 146,375• Total engagement: 3,111

o Campaign ran May to July 2018o Two ads in print publicationso Four influencer trips

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Fishing CampaignHighlights

o 20 on-brand photoso Four videos showcasing

influencers ready for spring launch 2019

o Three ice fishing videos have a total of 26,600 views, 94 shares, and 104 reactions

o Fishing BC will launch new video (shot with Kate Watson in Summer 2018) in March 2019

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Marketing & Communications ~C:I FISHIMG NEAR ~RIM(E GEORGE

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Mountain Biking CampaignHighlights

o Ride North page on mountainbikebc.com

o Produced two videos with influencer, was picked up by pinkbike.com

o Ride North campaign with MBTA• Largest number of

landing page visitors was from YYC, followed by YVR (together ¼ of landing page visitors)

o BC Bike Ride North hosted 30 international bikers in August

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RV Tourism Campaign

Highlightso Print and digital ads in four

publicationso 10 new imageso Weekend in PG and

Northern BC RV Road Trip videos produced with influencer (releasing in Spring 2019)

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Ale Trail Campaign

Highlightso Northern BC page on

the BC Ale Trail websiteo Podcaster, blogger,

video, and photographs produced along Highway 16 corridor & Cariboo Region

o 10,717 video views on TPG Facebook page

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BC ALE

TRAIL

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Cro-t~ood:. &ewlng is rc-vituli.t:ing Prince Oeor9c's downlown wilt! ltt hip P011o, WC)C)d-flr•d pluot ond ""Hor b•$1' l~p.

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Ptlnee George's newc,.t croft b~ry Is ol~ the c;hy's 1irst craft distillery.

Ski CampaignHighlights

o Four new sit ski imageso Produced snowboard video

for Powder Kingo Over 35,000 views on

NBCT Facebook pageo Four new images from

Azouzetta Lodgeo Produced sit ski bumper

video, used to promote 2019 World Para Nordic Skiing Championships' . '

#takeonPG Regional ContestHighlights

o Six contests on Facebook• Total reach: 80,100• Total clicks: 7,650• Total comments,

shares, reactions: 5,200o Shop and Ski Facebook

contest reached 12,000 and had 864 post clicks

o Winter Holiday contest reached 11,600 and had 1,400 post clicks..

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WebsiteWebsite Highlights

o Website users have increased 20% over 2017o Sessions have increased 20% over 2017o 171,053 new users to home site in 2018o Average session duration is down 16% o Pageviews increased 5%o Tourismpg.com/events had 14% of total

pageviews on the website and had 75,000 views in 2018 vs. 53,000 in 2017

o Total Consumer E-newsletter subscriptions: 3,373, a 14% increase over 2017

Social MediaSocial Media Highlights

o Facebook:• 14,286 Facebook followers

total (13,525 in 2017)• Top post was “This is Winter”

video launcho Instagram:

• 18,191 engagement on Instagram

• 5,107 total Instagram followers• Top post had 386 likes

o Twitter:• Increase of 27.8% in

engagement on Twitter

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Consumer Shows

Highlightso Vancouver Outdoor Show:

• 17,200• 1,265 visitors to booth

o Calgary Outdoor Show• 13,900• 1,600 visitors to booth

o Redesigning booth for 2019

Media ToursHighlights

o Six travel media trips hosted, resulted in 10 social media mentioned OR written editorial or blog• Prestige Adventurers• Seeing Canada TV Series• Yellowhead MTB travel writers• Cascadian Beer Podcasters• German road trippers• Growler Magazine

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Marketing & Communications: Sport Tourism

Sport Tourism Industry EngagementHighlights

o 145 stakeholder meetingso Media announcement for 2019

Men’s U19 Pan Am Cup and 2019 Soccer Provincials, 6+ media stories

o Participated in full day of strategy meetings with BC Sport Tourism Network

o Physical Literacy Workshops in partnership with Engage Sport North

o Supported process to have Prince George named a Sport for Life Community

Sport Event Enhancement ProgramHighlights

o Supported 30 events with program

o 90% of survey respondents rated their events either very good or excellent

o Hosted dinner at Northern Lights Estate Winery for 11 VIP delegates during a site visit for the 2019 World Para Nordic Skiing Championships

Sport Tourism Sales Activities Highlightso Met with 11 NSOs at CSTA Sport Events

Congresso Established 10 new sport tourism contacts at

CSTA UnGolf FORE-um in Ottawao Submitted bids for five events:

o 2020 Brier (unsuccessful)o 2020 World Women’s Curling

Championship (successful)o 2019 U19 Men’s Volleyball Pan Am Cup

(successful)o 2019 BC Ringette Provincials (successful)o 2019 BC Youth Soccer Provincials

(successful)o Performed STEAM assessments on 19 events for

a total of $2.9 M of impact in PG and $3.4 M in BC

SportPG Brand CampaignHighlights

o Acquired 80+ new imageso Two full-page print ads in

Adrenalin Magazineo Two-page venue directory

spread in fall issueo SportPG ad in Active Living

Guide in both summer and winter editions

o Digital ad in Adrenalin e-newsletter

o 6.3% increase in web traffic to sport pages over 2017

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SportPG Volunteer Appreciation Night

Highlightso 83 attendees at SONAR

Comedy & Night Clubo 22 post-event survey

respondents, 100% said they would come to the next event

o Very positive feedbacko Two prize pack giveawayso Attendees included Mayor

Hall and Alan Ahac from Volleyball Canada, Sport for Life CEO, Richard Way, and Pacific Sport Fraser Valley ED, Jared Kope

Marketing & Communications: Meetings & Conventions

M&C Industry Engagement

Highlightso Attended three conferences,

three tradeshows, 14 events (local and out of town)

o Sponsored two eventso MPI BC Chapter, PCMA,

Meetings of the Mind memberships

o Four Sales Task Force Meetingso 139 new prospectso Organized Ambassador’s

Reception in partnership with PGCCC

M&C Event Enhancement ProgramHighlights

o Supported 26 eventso 20 gift baskets provided to

event VIPs o Purchased six new types of

promotional items for events

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M&C Sales Activities

Highlightso Obtained 70 prospects for a

2018 total of 209o Submitted bids for 15 eventso Booked 12 conferences, 80%

success rateo Hosted two fam trips:

HelmsBriscoe/CBIC and Small Business BC

o Participated in two sales training sessions

o Held five sales trips: Vancouver (x4) and Victoria

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M&C Brand Campaign

Highlightso Revised and updated M&C

promotional videoo Produced over 200 new imageso Seven print ads in CSAE (Spring,

Summer, Winter issues and Annual Source/Buyers Guide 2019)

o Three digital ads in MPI Canada Newsbrief

o Digital ad on ILEA websiteo Digital ad on MPI BC Chapter

websiteo 20% increase in web traffic to

meetings pages over 2017

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FIVE Reasons PRINCE GEORGE Should TOP Your List

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Show Your Badge (Sport & Meetings)

Highlightso 15 participating

businesseso 19 events accessed

program in 2018o Four prize winners for

marketing packages through Vista Radio:o Booster Juiceo Black Clovero Alison’s

Embroideryo Oakroom Grill

Destination Development

' .* ' . . 4,

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Soft Adventure & Indigenous Tourism Experience Development

Highlightso Attended North West and

North East Regions’ working committee sessions

o Working with Northern BC Tourism on 10-year plans

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Festival Experience Development

Highlightso Purchased signageo Produced Coldsnap video for

DBCo Purchased ads in BC

Magazine and Northwordo TPG Facebook posts:

• 472,491 total reach• 5,264 clicks• 3,148 engagement

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Northern BC Tourism Summit

Highlightso Sponsored event with

$10,000o Supported registration

costs for 13 local stakeholders to participate

o Total attendance: 90+ paid attendees

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2018 Northern BC Tou1ism Summii 11

✓ l11hm.ttk'CI•

(!) 11 OC! 201&<1! 10 C0- 12 Otl 20 18 al 17.00 o"""-11" ~ Tt <i

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About

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Tourism Awards at Chamber BEAHighlights

o Sponsored three awards at Chamber Business Excellence Awards:• Excellence in Food Service:

CrossRoads Brewing• Excellence in Hospitality: Coast

Inn of the North & West Lake Campground

• Remarkable Visitor Experience: Northern Lights Estate Winery

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Stakeholder Satisfaction

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Highlightso Stakeholder Satisfaction Survey

results:• Improved visitor perception:

79%• Stakeholder support: 83%• Well-organized: 92%• Consistent brand and

messaging: 92%• Promotion to regional

markets: 88%• Community involvement:

100%

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Revenues 2018 2017

City of Prince George 327,000 327,000

Hotel Room Tax 1,243,546 998,505

Other 219,590 186,895

Total Revenues 1,790,136 1,512,400

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Expenses 2018 2017

Operating 273,028 251,405

Salaries 664,117 670,978

Marketing 689,811 627,537

Total Expenses 1,626,956 1,549,920

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Statement of Operations 2018 2017

Revenues 1,790,136 1,512,400

Expenses 1,626,956 1,549,920

Revenues over Expenditures (before Other Income)

163,180 (37,520)

Other Income (1,168) (231)

Revenues over Expenditures 162,012 (37,751)

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Thank you!

Documents

Tourism Prince George 2018 Annual Report Hall/Agendas/2019... · • Top post had 386 likes o Twitter: • Increase of 27.8% in engagement on Twitter Ii li\'r ... o Calgary Outdoor