EXPLORE MERRIAMKANSASNEXT DOOR NEIGHBORS TO KANSAS CITY........................................................2014 ANNUAL REPORT

{ }“IF EVERYONE IS MOVING FORWARD TOGETHER, THEN SUCCESS TAKES CARE OF ITSELF.”

2 0 1 4 H I G H L I G H T S .......................................................................

To celebrate 150 years as a community, 26

people climbed aboard a trolley

for a tour of Merriam’s historic sites and markers. Additionally, the Campbellton to

Merriam historic exhibit was permanently

moved to Historic Plaza so visitors can learn about our heritage and

development year-round.

Merriam enjoyed great regional and national

media coverage in 2014 with big-time news including the

grand opening of the IKEA-Merriam, MLB’s World Series, Big 12 promotions, What’s

Your KC Destination and Black Friday campaigns

and Merriam’s 150th celebration.

Our top post featured the IKEA sign making its

way to Merriam. The post reached 6,672 people,

was clicked on 588 times, ‘liked’ 76 times, and

shared 56 times.

We went mobile! m.exploremerriam.com is now responsive based on the size of your screen!

In the spring, the CVB launched the first-ever

magazine style Community & Visitors Guide.

Distribution was impressive as every household in

Merriam received a copy in their mailbox.

DIRECTOR’S MESSAGE .....................................The wise and very prominent Henry Ford once said, “If everyone is moving forward together, then success takes care of itself.” Indeed it does, as 2014 resulted in a remarkable outcome for visitor spending in Merriam. Following an outstanding comeback year in 2013, we were able to build upon that energy in 2014 partly due to the supportive partnerships within and beyond our own city boundaries. Working together inspires forward momentum and Merriam continues moving forward year after year with our city leaders, citizens, visitors, tourism partners and neighbors keenly by our side.

Last year, Smith Travel Research reported a strong 59.2% occupancy and $62.75 average daily rate in Merriam lodging properties, resulting in a 14% climb in overall hotel revenue. That revenue generates an overnight guest tax which supports many city festivals and events, capital improvements and the entire Visitors Bureau department. In fact, state and local revenues from visitor activity represents $500 in savings per household in Kansas. Working together to make visitors feel welcome saves money for the locals!

Another BIG thing that stimulated economic impact in 2014 (and many years to come) is the new IKEA-Merriam which opened its doors in September. Working together with this internationally known furnishings retailer proved, once again, that partnerships help a community prosper. From job creation to impressive tax receipts, working together to develop community amenities creates visitor spending and strengthens Merriam.

As we celebrate our efforts in 2014, our work is never done and there is more success yet to come. With our dedicated staff, a strong commitment to Merriam’s visitor market and supportive community partnerships, we know that we will continue moving forward with industry champions like you.

We thank you for your support of travel and tourism in Merriam.

Karen Crane, CTA KDSDIRECTORMERRIAM VISITORS BUREAU

2014 BY THE NUMBERS .......................................

59.2% HOTELOCCUPANCY

$5M+ OVERALL HOTEL REVENUE.......................................

600

W A L K - I N VISITORS

to MERRIAM HISTORIC PLAZA.......................................

16,000 VISITOR GUIDES DISTRIBUTED.......................................

4 0 0 SEATS AT THE IKEA-MERRIAM R E S T A U R A N T.......................................

2.7 MILLION M A R K E T I N G I M P R E S S I O N S.......................................

2,035 SOCIAL MEDIA FANS.......................................T O P POST: 588 CLICKS .......................................

92 GEOCACHE FINDS.......................................1 NEW FACE AT THE CVB OFFICE

2 0 1 4 H I G H L I G H T S .......................................................................

Merriam hosted a record-breaking number of people on group tours. Over 800 people

sampled Povitica, rocked out at GuitarLamp, sipped a shake at

Georgetown Pharmacy or learned how instruments are crafted at

K.C. Strings!

Hosting travel writers is fun and can yield FREE feedback

on blogs, in print and on social channels. Merriam

welcomed two writers in 2014 who wowed us with their

digital coverage post-visit.

Education is key when touting

the importance of tourism. The

CVB presented to over 200 people

on various topics including social

media, visitor tips, building better itineraries and

more!

Got game? Merriam did, as we hosted a FREE shuttle for all Merriam hotel visitors

to the Big 12 Men’s Championship games. Our ridership was small, but

praise was high from those who found value in this new offering.

Speaking of marketing, the CVB placed 26 out-of-market

advertisements generating 2.7 million

views/impressions through all combined media efforts (print,

radio, digital and social) in 2014.

On Valentine’s Day, the CVB delivered Valomilks (Merriam’s

most beloved candy) to area hotels for random guest distribution and

visitor appreciation.

THE POWER OF TRAVELHow 33.7 million visitors impact the Kansas economy

$6 BILLION Direct visitor related spending ($9.5B total)

$556 MILLION State and local government revenuesEach household in Kansas would have to pay $500 to generate this visitor-driven revenue.

91,000 JOBS Greater than the population of LawrenceSource: Tourism Economics, Calendar Data 2013, 2014.

28% 24% 16% 16% 16%

SHO

PP

ING

FOO

D

TRA

NSP

OR

TATI

ON

EN

TER

TAIN

ME

NT

AC

CO

MM

OD

ATI

ON

S

How visitors spend their money..................................... Where visitors spend their money.......................................

8% WESTERN

HIGHPLAINS

35% CENTRAL PRAIRIE

9% FLINT HILLS

48% EASTERN WOODED

HILLS

See you in 2015! Follow along to see what we’re up to…

MERRIAM VISITORS BUREAU WWW.EXPLOREMERRIAM.COM

913.403.8999 | 866.707.6534........................6304 EAST FRONTAGE ROAD

MERRIAM, KANSAS 66202