West Virginia Division of Tourism

Marketing Plan 2013

2 W e s t V i r g i n i a D i V i s i o n o f t o u r i s m

Mission Statement

“ The Division of Tourism, in partnership with the private sector tourism industry, works to cultivate a world-class travel and tourism industry through creation of jobs, stimulation of investment, expansion of current tourism businesses and promotion of a positive state image, thereby improving the way of life for West Virginians. ”

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DavidArnoldClassVI–MountainRiverLansing,WestVirginia

WilliamBright,ViceChairBrightEnterprisesSummersville,WestVirginia

WalterBrownMartinsburg,WestVirginia

CindyCramerWVDept.ofTransportationCharleston,WestVirginia

FrankJezioroWVDivisionofNaturalResourcesSouthCharleston,WestVirginia

JohnKlemishTheGreenbrierWhiteSulphurSprings,WestVirginia

JeffLuskHatfieldMcCoyRecreationAreaLyburn,WestVirginia

JosephManchin,IVEnersystems,Inc.Fairmont,WestVirginia

RonMarcusTurfMotelCharlesTown,WestVirginia

MarianneMoranMarionCountyCVBFairmont,WestVirginia

SharonRoweCVBBoard/WVHTABoardLewisburg,WestVirginia

CliffSutherlandTripleSHarley-DavidsonMorgantown,WestVirginia

RandyWorlsOglebayParkWheeling,WestVirginia

SteveWhiteStevenF.WhitePLLCCharleston,WestVirginia

WV Tourism CommissionOshelCraigo,ChairBetterFoods,Inc.

Nitro,WestVirginia

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Economic Impact of Tourism

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Travel and tourism generates a strong economic impact and creates a positive image of West Virginia. Tourism generates travel spending, provides jobs and generates tax revenues for the state.

2012 Travel Insights: Hotel/Motel Trends – First Half of 2012 (Source: Smith Travel Research)

Inthefirsthalfof2012,WestVirginiaoutperformedthenationalaverageinoccupancy.AverageoccupancyintheU.S.duringthefirstsixmonthsof2012was61%,whileWestVirginia’soccupancywas63.8%.ThisshowscontinuedgrowthinWestVirginia’stravelindustry.Belowaredetailedhotel/motelnumbersforWestVirginiaduringthefirsthalfof2012.

• Occupancy=63.8%-Up5.4%

• AverageDailyRate=$84.02–Up4.8%

• RevenueperAvailableRoom(RevPAR)=$53.57–Up10.4%

• Demand(RoomsSold)=3,076,428–Up5.4%

Economic Impact – 2010 (Source: Dean Runyan Associates)

Direct Spending

Travel-Generated

Employment

Travel-Generated

Payroll

State Government

Revenues

Local Government

Revenues

$4.27Billion 44,400 $988Million $531Million $51Million

• TravelspendingbyvisitorsinWestVirginiawasnearly$4.27billioninthe2010calendaryear.Thisisequivalenttoapproximately$11.7millionperday.

• VisitorspendinginWestVirginiadirectlysupportedabout44,400jobswithearningsof$988millionin2010.

• In2010,localandstategovernmentrevenuesgeneratedbytravelspendingwere$582million(doesnotincludepropertytaxes).Withoutthesegovernmentrevenuesgeneratedtravelspending,eachhouseholdinWestVirginiawouldhavehadtopayanadditional$783instateandlocaltaxestomaintaincurrentservicelevels.

Research and TrendsResearch is a vital piece of tourism marketing. Using various studies we can create a profile of the

West Virginia traveler by showing who is coming to West Virginia, where they’re from, where they’re going and what they’re doing. In the year ahead, we are planning the following research studies.

• ConductanEconomicImpactStudyfor2012.

• Wewillcontinuetotrackhotel/moteloccupancy,averagerates,demand,RevPAR,andrevenuesgeneratedinWestVirginiawithmonthlyreportsfromSmithTravelResearch.

• Followindustrytrendsandthelatestnationalresearch.InternalinformationincludesnumbersfromWelcomeCenters,InternetandtheCall/FulfillmentCenter,whichprovideperformanceindicatorsandtrackinginformationfortheDivision.

6 W e s t V i r g i n i a D i V i s i o n o f t o u r i s m

Visitor ProfilesOvernight Visitor Profile – 2011 (Longwoods)

Overnight Visitors: 14.8 Million

State Sources Urban SourcesWestVirginia–18% Washington,D.C.–10%Ohio–16% Charleston-

Huntington–9%Virginia–13% Pittsburgh–7%Pennsylvania–9% Cleveland–5%Maryland–7% Columbus–4%

Day Visitor Profile – 2010 (Longwoods)

Day Visitors: 45.3 Million

State Sources Urban SourcesOhio–29% Washington,D.C.–22%Pennsylvania–21% Charleston-Huntington

–15%Virginia–16% Pittsburgh–13%Maryland–13% Cleveland–10%WestVirginia–11% Columbus–7%

Welcome Center SurveysFirst Half of 2012TheWelcomeCentersconductsurveysthroughouteachmonth.Belowaresomeoftheresultsforthefirsthalfof2012.

Changed Your Plans Due to Economy?

Count PercentYes 849 30.4%No 1,946 69.6%

Total 2,795 100.0%

Total Stay Length

Count PercentDays 1,483 35.9%Nights 2,651 64.1%

Total 4,134 100.0%Avg.#ofNights 3.1

Activities*

Count PercentDiningOut 1,091 15.1%StateParks 894 12.3%Shopping 834 11.5%CivilWar 652 9.0%Museums 599 8.3%Fall/Scenic/Driving 491 6.8%Trails/Hiking/Biking 422 5.8%Camping 405 5.6%Fairs&Festivals 356 4.9%RailHeritage 258 3.6%Hunting/Fishing 254 3.5%Gaming 233 3.2%Whitewater 193 2.7%Golf 188 2.6%MotorcyleTouring 154 2.1%ATVRiding 122 1.7%Skiing 94 1.3%

Total 7,240 100.0%

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Call Center/ Fulfillment Center

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“ Good morning,

We are back in our Michigan home after spending 4 days touring through WV on our motorcycles. We wanted to let you know you have a beautiful state. We traveled almost 950 miles through all the twisty, hilly roads and loved seeing all the rivers, rocks, trees … Wonderful West Virginia!

We also wanted to comment and thank you for all the wonderful road markings. When traveling on motorcycle you don’t have time to always check a map to find out where you are. It was comforting to see all the roads properly marked. The postings on the signs were the most accurate we’ve ever noticed when traveling on the bikes.

Thank you and keep up the great work! ” BrianandTamaraBrunsellHolland,MI

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TrendsSincethepremierofthetelevisionminiseriesaboutthefamousevents,interestintheHatfield-McCoyFeudandthesouthernregionofthestatehasincreased.Also,requestsforCivilWarHeritageandTrailsinformationhavesignificantlygrown.ThisismostlikelyduetotheupcomingSesquicentennial.

1-800-CALL WVADuringthefirsthalfof2012,ourCustomerServiceCenterhasexperiencedasignificantincreaseincustomerinquiries.Incomparisontolastyear,ourtotalfulfilledcontactshavegrownbyover41%.

Thecenterassiststravelersbyprovidingdetailedinformationabouttourism-relatedfacilities,events,attractionsandhistoricalsites.Theyalsoprovideinformationontravelconditions,lodgingavailabilityandvacationplanning.ThecentercollectsandprocessesmonthlysurveysandotherresearchdatathatisusedinvariousDivisioninitiatives.Theyalsoprovidestaffingattradeshowsandotherevents.Thehoursofoperationare8:00a.m.–6:00p.m.,MondaythroughFriday,and9:00a.m.–5:00p.m.onSaturday.

Initiatives for 2013• Expandandupdateelectronicdatabaseoftourismindustryfacilities,

events,destinations,activities,etc.

• Providestaffingatvarioustradeshows,festivalsandotherevents.

• Increaselodgingreservationreferrals.

• Expanddatabaseofindustryandconsumercontactsfordistributingtourisminformation.

Fulfillment CenterOurFulfillmentCenteriswellonitswaytoarecord-settingyearforbrochuredistribution.InthemonthofAugustalone,theydistributednearly54,000TravelGuides.

TheFulfillmentCenteristheDivision’ssourceforprovidingmaterialsandprintedcollateraltovisitors,maintainsbrochureandpromotionaliteminventories,andamonthlyshipmentofmaterialstotheWelcomeCenters.TheCentertracksshipmentstoensurethatmaterialsreachdestinationsfortheDivision’sparticipationintradeandconsumershows,meetingsandexhibitions.

Initiatives for 2013• Processconsumerrequestswithin24hoursoforderplacement.

• Continuetoresearchthemostefficientandcost-effectivemeansofshipping.

• Updatepostalsoftwaretoreducereturns.

• Streamlineshippingandrecord-keepingprocesses.

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Marketing

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Meetings & ConventionsThecostofattendingameetingand/orconventionhasbecomeaboneofcontentionintoday’sbusinessclimate.WestVirginia’sadvantageisthenumberofsecond-tiercitieswithfirstclassaccommodationsandmeetingfacilitiesthathavedevelopedinthelastfewyears.ThesesitesenableWestVirginiatobemorecompetitiveinthemeetingsmarket.Faith-basedmeetingsarestillthebreadandbutterforWestVirginia’smeetingindustry.

Marketing ToolsCivilWar-themeditinerariesweredevelopedforboththegroupmarketandthegeneralconsumermarket.Theseitinerariesincludeotherattractions/festivals/performancesalongwithCivilWarrelatedsites.Theitinerariesareavailableonthewebsitewww.wvtourism.com.

Withthepopularityofthe“Hatfields&McCoys”miniseriesontheHistorychannel,theDivisionisworkingwithpartnersinthisregiontodevelopitinerariesforthatareaofWestVirginia.Theseitinerariesincludeactualfeudsites,alongwiththeHeritageMuseumandFarminHuntingtonwhichwasthelocationfortheHistorychanneldocumentaryonthefeud.

Group Tour MarketTheGroupTourMarketinWestVirginiacontinuestoexpandasnewproductscomeonboardandnewmarketsegmentsemerge.NichemarketsarebecomingamajortargetforWestVirginia.WiththeassistanceoftheWestVirginiaGroupTravelAssociation,WestVirginiaisabletohaverepresentationatamuchlargershowbasethaninthepast.TheDivisionwillcontinuetoexplorenewmarketsandtrendsforexposingWestVirginiatothesemarkets.

Initiatives for 2013• AmericanBusAssociation:January5-9,2013,Charlotte,NC.Marketplace

formembertouroperators/busownerstomeetwithdestinationrepresentativesandsupplierstodiscusstouroptionsfortheirclients.

• NationalTourAssociation:January19-25,2013,Orlando,FL.Marketplaceformembertouroperatorstomeetwithdestinationrepresentativesandsupplierstodiscusstouroptionsfortheirclients.

• TravelSouthUSAShowcase:February17-20,2013,LittleRock,AR.Marketplacefortouroperators/busownerstomeetwithrepresentativesfromthe11southernstatestolearnofnewideasfortheirgroups.

• TravelAlliancePartners:June2-6,2013,Norfolk,VA.TravelAlliancePartners,LLCisapartner-ownedorganizationofthe32premieretouroperatorsintheUnitedStatesandCanada.WestVirginiatakespartintheirannualmarketplaceandisapreferreddestinationofthepartners.

• StudentYouthTravelAssociation:August23-27,2013,LosAngeles,CA.TheSYTAConferenceservesastheessentialmarketplaceandnetworkingeventforthestudenttravelmarket.Theconferenceprovidesanopportunityfordestinationstomeetone-on-onewithtouroperatorsthatspecializeinstudenttraveltodiscussopportunitiesfortheirclients.

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International Marketing

2011 Visitation LevelsArecord63millioninternationaltravelersvisitedtheUnitedStatesin2011,upfourpercentfrom2010.Theincreasein2011buildsontherecord-settingperformancein2010.ThelargestvisitormarketsfortheUnitedStatesin2011wereCanada(34%),Mexico(22%),U.K.(6%),Japan(5%),Germany(3%),Brazil(2%),andFrance(2%).Combined,thesesevenmarketsaccountedfor75percentofall2011internationalvisitors.TheUnitedStatesrankssecondbehindFranceforshareofworldinternationalvisitors.TheU.S.’sshareof2011arrivalswas6.4%.

2011 U.S. Visitors: 62.7 million

1. Canada:21.3million 6. Brazil:1.5million

2. Mexico:13.5million 7. France:1.5million

3. U.K.:3.8million 8. S.Korea:1.1million

4. Japan:3.2million 9. China:1.1million

5. Germany:1.8million 10. Australia:1.0million

AccordingtotheU.S.DepartmentofCommerce,OfficeofTravelandTourismIndustries,InternationaltravelisoneofthelargestexportsfortheUnitedStates,rankingaheadofagriculturalgoodsandmotorvehicles.Itisthesinglelargestservicessectorexport,accountingfor25percentofallservicesexportsin2011.

In2011totalU.S.internationaltravelspendingwas$153billion.ThislevelincludesspendingintheUnitedStatesandinternationalpassengerairfarepaymentsmadebynon-residentvisitorsarrivingonU.S.carriers(bothexports).TheU.S.generatedatraveltradesurplusof$43billionin2011.Asurplushasbeenproducedcontinuouslysince1989.AsurplusoccurswhenforeignvisitorsspendmoreintheUnitedStatesthanU.S.residentsspendtravelingabroad.SpendingbyinternationaltravelersvisitingtheUnitedStatesin2011supported1.2millionofthe7.6millionAmericanjobssupporteddirectlyorindirectlybyalltravelerspending.InternationalvisitorsspendmorepertravelerthanU.S.domestictravelers.Althoughtheyaccountforonlyfourpercentoftotaltravelers,theyrepresent19percentoftotaltravel-relatedspending.Internationalvisitorspurchase22percentofalltraveleraccommodationsoutput,21percentofallpassengerairtransportationservicesoutput,17percentofallfoodandbeverageoutput,tenpercentofallhighwaytolls,andsevenpercentofallgasolineoutput.

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International Marketing Canadian MarketAccordingtotheU.S.DepartmentofCommerce,theOfficeofTravelandTourismIndustries(OTTI),theimportanceoftheCanadianvisitororiginmarkettotheU.S.cannotbeoverstated–Canadaisthe#1originmarketforvisitors(18.0million–aheadofMexico),#1forvisitorspending($16.1billion–aheadofJapan),and#1intraveltradesurplus(travelexportslesstravelimports;+$9.9billion–aheadofJapan).

TheoutlookfortheCanadianmarketlooksverybright.OTTI’sSpring2010forecastcalledfor2010growthof7%;throughJuly,actualgrowthwasnearly13%andwasonpacetobreakthelong-standingvisitorvolumerecordof19.1millionsetin1991.

Initiatives for 2013• SnowbirdExtravaganza:January29-30,2013,Lakeland,FL.35,000

people(60%Canadiansnowbirdsand40%Americanwinterresidents)areexpectedtoattendthe2013event.

• TorontoStarGolfandTravelShow:March1-3,2013,Toronto,Canada.The24thAnnualTorontoStarGolfandTravelShowisthelargestconsumershowinNorthAmerica.Golfcoursepersonnel,golfdestinations,golfequipment,accessoriesandmuchmore.

• USTravelAssociation’sInternationalPowWow:June8-12,2013LasVegas,NV.Thisisthetravelindustry’spremierinternationalmarketplace.Injustthreedaysofintensivepre-scheduled,computer-generatedbusinessappointments,morethan1,000U.S.travelorganizationfromeveryregionoftheUSArepresentingallindustrycategorycomponents,andnearly1,500internationalanddomesticbuyersfrommorethan70countries,conductbusinessnegotiationsthatresultinthegenerationofover$3.5billioninfutureVisitUSAtravel.AtInternationalPowWow,buyersandsellersareabletoconductbusinessthatwouldotherwisebegeneratedonlythroughanexhaustivenumberofaround-the-worldtrips.

• GermanMediaandTourOperatorFamiliarizationTours:Fall2013,(TBD).HostmediaandoperatorsforaneducationalvisittoWestVirginiatolearnfirst-handtheopportunitiesavailable.

2011 Visitor Spending LevelsSpendingbyinternationaltravelerstotheUnitedStatesin2011was$153billion.Ofthistotal,$116billionwasspentintheUnitedStatesand$37billiononpassengerfaresonU.S.carriers.In2011theU.S.rankedfirstamongworldwidedestinationsintravelspending,garnering11.3percentmarketshare;thisshareisnearlydoublethatofsecond-rankedSpain.

In2011Canadaremainedthetop-rankedspendingcountryamongU.S.origincountries,accountingfor16percentoftotalspending.Japanranked2nd(10%),followedbyU.K.(8%),Mexico(6%)andBrazil(6%).

2011 U.S. Visitor Spending: $153.0 billion

1. Canada:$24.0billion 6. China:$7.7billion

2. Japan:$14.8billion 7. Germany:$6.3billion

3. U.K.:$12.0billion 8. France:$5.0billion

4. Mexico:$9.2billion 9. Australia:$5.0billion

5. Brazil:$8.5billion 10. India:$4.4billion

ThenewsetofdatahasconfirmedthatthetravelandtourismindustryintheUnitedStatesisrightontracktosetanotherrecord-breakingyear.Ifthegrowthcontinuesatthecurrentrate,accordingtotheU.S.DepartmentofCommerce,overseasvisitorstothecountrywouldbeincreasingtherevenuetoafigureexceeding$169billionattheendoftheyear.

Notes:Internationaltravelersincludeallnon-U.S.residentswhovisitthecountryandstayoneormorenights.Passengerfaresarenotcollectedatagloballevel.Thusspendingcomparisonsandrankingsarebasedonspendingwithinacountry.Sources:U.S.DepartmentofCommerce,InternationalTradeAdministration,ManufacturingandServices,Services,OfficeofTravelandTourismIndustries;U.S.DepartmentofCommerce,BureauofEconomicAnalysis;UnitedNationsWorldTourismOrganization.

14 W e s t V i r g i n i a D i V i s i o n o f t o u r i s m

Shopping and DiningShoppinganddiningarerankedrespectfullynumberoneandtwoofthetopthingstodoforWestVirginiatravelers.LastyeartheDivisionmadegreatstrideswhenreleasingthe2ndeditionofthe101UniquePlacestoDinebrochureandtheAntiquesbrochure.Tofollow-uponthesuccessofthesebrochurestheDivisionwillproducea“Spirits”brochuretocapitalizeonouruniquewineries,breweriesanddistilleries.Inaddition,theDivisionwillbepartneringwiththeAppalachianRegionalCounciltopromotelocalfoodsystems/foodwaysinAppalachia.Thiswouldtakeadvantageoftouristdemandforauthenticfoodandagri-tourismofferings(includingfarmersmarkets,localfarms,distinctiverestaurants,andfood-relatedeventsandfestivals).

Theexpansionoftheseeffortswillallowustooffernewanduniqueexperiencestotravelersaswellaswritersandeditorsoffoodmagazines,journalsandwebsitestoproducestoriesthatwillreachawideraudience.

Culture and HeritageAsweenterWestVirginia’sSesquicentennialBirthday,thegoalistoincreaseawarenessofhistoricalandculturalattractionsandeventsthroughoutthestatewhileencouragingpreservation,education,developmentandpromotionofthesesites.

RealizingtheimportantrolethatthemilitaryhasplayedthroughoutthenationandinWestVirginia,theDivisionhasselected2013toreleaseourMilitarybrochure.Thisbrochurewillnotonlycommemorateourmilitaryheroes,sitesandattractions,buthelptocapitalizeonourrichmilitaryhistory.Thepiecewillalsoserveasaneducationaltoolforschoolsandvisitorstoourwebsite.

WhenexploringWestVirginia’sculturewewouldbeamissnottoshowcaseourmusicheritage.WewillbeworkingwithTheWestVirginiaMusicHallofFametodeveloptheWestVirginiaMusicTrail.Abrochurewillbedevelopedtouseasamarketingpieceforthetrail.

AAA MarketTheAutoTouringsectionoftheAAAsisaveryessentialelementoftheDivision’smarketingplan,andadditionaleffortswillbeputforthtoworkmorecloselywithcontiguousstates’AAAoffices.Accordingtoour2011OvernightStudyconductedbyLongwoodsInternational,nearly90%ofovernightvisitorstoWestVirginiaarrivedbyvehicle.

TheDivisionpartneredwithCTMMediaGrouptodistributeourStateTravelGuidestohotelsonI-70,I-77,GreaterPittsburghandWesternPAandto60OhioAAAoffices.Approximately20,000travelguidesweredistributed.

Initiatives for 2013 • AAAGreatVacationsEXPO:January18-20,2013,Columbus,Ohio.The

EXPOprovidesauniqueopportunitytomeetface-to-facewithOhio’smostsought-aftertravelconsumer.

• AmericanAutomobileAssociations(AAAs):TBD.MeetwithneighboringstateAAAautotouringofficestoeducatethemaboutWestVirginiaasatraveldestinationfortheirclients.Encourageindustryparticipation.Explorepossibilityofhostingautotouringcounselorsonfamiliarizationtoursin2013.

• ExplorethepossibilityofhostingaAAAjournalistin2013togarnerexposureforWestVirginia.

• WewillparticipateinaWestVirginiadestinationtrainingforAAAautocounselorsandtravelagentsin2013.

• ContinuepartnershipwiththeCTMMediaGroupandexpanddistributiontoothervenues.

2 013 m a r k e t i n g P l a n 15

Outdoor RecreationWiththeemploymentofnewstaff,theDivisioncontinuestodedicatetimetopromotingouroutdoorrecreationalopportunitiesavailableinthestate.Staffwillworkwithrafting,zip-lining,skiing,fishingandotherentitiesinpromotingourabundanceofoutdooractivitiestomediaoutletsandvisitors.Wewillhostoutdoorjournalistsonfamiliarizationtoursofthestate

Driving ToursOverthepastfewyearsWestVirginiahasachievedtherankasoneofthetopdestinationsfordrivingtours—frommotorcyclistswholovethenaturalbeautyandwindingroadsofourstatetotheleisurefalltourtravelerouttoseethespectacularchangingcolors.TheDivisionwillcontinuetopursuethedrivingtourmarketthroughadplacement,mediafamiliarizationtoursandbyworkingclosewithalreadyestablishedmediacontacts.

ATVWewillcontinuetoworkwiththeHatfieldMcCoyRecreationalAreaandBurningRockOutdoorAdventureParktopromoteoff-roadriding.Byworkingwiththemediaonfamiliarizationtours,wecancapitalizeonnotonlythenumberoftrailsweoffer,butothereventsandattractionsthatriderscanenjoy.

Wewillcontinuetopromoteouroff-roadtrailsthroughweb,media,consumershows,andadvertising.WewillassistinpromotingATVsafetyonourwww.wvfun4kids.comsite.

Electronic MarketingTheDivisionofTourismwillbeplacingmoreemphasisonintegratedmarketinginitiativesincludingsocialmediaandnewdevelopmentinelectronicmarketing.Asmoreconsumerstransitiontotheuseofmobiletechnologyforsociallifeandtravelplanning,itisimportantthattheDivisionofTourism’smarketingendeavorsbejustasprogressiveasthepaceofsociety.

Initiatives for 2013• TheDivisionofTourismwillcontinueworkingwithitsagencyand

partnersonelectronicmarketinginitiativestoincreaseuniquevisitorstowww.wvtourism.comanditsnichemarketlandingpages.

• TheDivisionwillcontinuetooffertheindustryachancetoparticipateinamonthlyconsumereNewsletterfeaturingWestVirginiaeventsanddestinations.

• TheDivisionwillactivelyengageconsumersbysocialmediaviaFacebook,TwitterandYouTube.

• TheDivisionofTourismwillcontinuetofeaturedevelopmentonitswebsitetargetedtokids,WVTravel4Kids.com.Itwillbundlekid-friendlytourisminformationwithgames,trivia,roadtripsandstatehistoryinanengagingonlineenvironment.

• TheDivisionofTourismwillprovideWestVirginia’stourismindustryafreeandbeneficialleadgeneratorthroughitswebsitefeaturesincludingthetravelplannerandpackaging.

• TheDivisionwillcontinuetomonitoritswebsiteanalyticsandonlineconsumerbehaviorstoenhancethesite’scommunicationandstrategicallytargetmessaging.

• TheDivisionwillcommunicatewiththeindustryabouttourismmarketingopportunitiesandnewsviaitsbi-weeklyWVTourismeNotesnewsletterprogram.

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Welcome Centers

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West Virginia Welcome Centers greet more than 3 million visitors on an annual basis. January through June, 2012, 1,480,245 travelers stopped in the Centers – a 6.4% increase compared to the same time period last year. This visitation increase is impressive considering that the I-64W White Sulphur Welcome Center was housed in a temporary location off the interstate the first half of 2012. I-64W White Sulphur Welcome Center’s new interstate location opened in time to accommodate the July 4th weekend travelers. This completes new construction projects for all West Virginia Welcome Centers.

WelcomeCenterstaffgathered6,377visitoremailaddressesduringJanuarytoJune2012,andthesevisitorsreceivedtheDivision’smonthlytourismnewsletter.Inthesametimeframe,theydistributed1,037,460piecesoftourismliteratureandgeneratedamonthlyaverageof$17,000inhotelreservations,a22%increaseoverthistimeperiodlastyear.

Insupportoftourismresearch,WelcomeCenterstaffcollected3,186surveysJanuarytoJune,2012.Inaddition,WestVirginiaUniversity’sKudzayiMaumbe,PhD.,MBA,AssistantProfessor-Recreation,Parks&TourismResourcesProgram,conductedsurveysattwowelcomecentersforaTravelandTourismresearchstudythissummer.SurveyresultswillbesharedwiththeDivision.

EverymonthWelcomeCentershavedisplaysandparticipantsthatpromotevariousthemeswhichincludewintersports,outdoorrecreation,green/eco-tourism,fairsandfestivals,arts,cultureandheritage,agri-tourism,fallfoliage,ADAaccessibility,BlackHistory,andNationalTourismWeek.WestVirginia’sbirthday,June20th,continuestobeahugecelebrationatourWelcomeCentersfeaturingarts,crafts,dance,music,food,zooanimals,CivilWarre-enactorsandtourismindustryexhibits.

With3millionvisitorsayear,WelcomeCentersaretheperfectvenuetopromoteupcomingevents.Incelebrationofthe2013WestVirginiaSesquicentennial,anewbannerwasspecificallypreparedtodepictCivilWarlocationsclosesttoeachWelcomeCenter,andtheanotheroneintroducesthenewSummitBechtelFamilyNationalScoutReserve.

EducationandtrainingisanimportantcomponentforWelcomeCenterstaffmembers.In2012,staffattended19familiarizationtoursandcompleted14trainingsessions.CustomerServiceisourfocusandmosttrainingsessionsaregearedtowardtechniquesofprovidingexceptionalservice.TrainingissuccessfulasWelcomeCenterstaffreceivesnumerousvisitorcompliments.

Thisyear,twoofoursupervisorswereprovidedtheopportunitytoattendtheSoutheastTourismMarketingCollegeatNorthGeorgiaStateCollegeandUniversityinDahlonega,Ga.ThisisthepremiereducationalprogramintourismthatleadstocertificationasaTravelMarketingProfessional.

WelcomeCenterstaffparticipatesinfamiliarizationtoursaroundthestateandtheyprovideinformationtothetourismindustryonthevariousservicestheDivisionofTourismhastooffer.Checkourwebsite(www.wvtourism.com)anddiscoverhowtopromoteyourdestinationorbusinessthroughoureightWelcomeCenters.

Initiatives for 2013• Continuetoseekbestpracticesfromotherstates’welcomecenters

throughourmembershipintheUnitedStatesTravelAssociation.

• Continuetoworkwithhotelsinsecuringdiscountedratesforwelcomecentervisitors.

• WelcomeCenterstaffeducationandtrainingwillcontinuetobeatoppriority.CustomerservicetrainingandopportunitiesforfrequentfamiliarizationtripswillbeprovidedalongwithmaintainingstaffCPRcertifications.

• WelcomeCenteremployeeswillcontinuetostaffareatourismboothsandconducttourismpresentationstolocalschoolsandorganizations.

• AdditionalDuratrans(back-lit-photos)willbeplacedintheWelcomeCentersforrental.

• ContinuetosupplyTravelPlazas,CVBs,hotelsandtourismdestinationswithstatetravelguides.

• Supplygaminghotelswithstatetravelguidestoplaceinhotelroomsforguests.

• ContinuetoworkwiththeCourtesyPatroltostocktheunstaffedrestareaswithstatetravelguidesalongI-77,I-79andI-64.

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WV Film Office

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The defining goal of the West Virginia Film Office is to recruit motion picture, television, and related media productions to select West Virginia as a place to conduct business. The objective is to increase the number of productions filming in West Virginia to positively impact the state’s economic base by creating job opportunities for the state’s workforce, promoting businesses whose services are essential to the film industry, and marketing the state’s diverse locations, thus, conveying a positive image of the state.

Initiatives for 2013• ContinuepromotionoftheWVFilmIndustryInvestmentAct,acompetitivetaxcreditprogram

designedtorecruitfilmindustrybusinessintothestate.

• Incollaborationwitheducationalinstitutions,organizations,andagencies,developaworkforcetrainingprogramtocreateasustainablefilmindustry.

• ContinuemaintenanceandgrowthofasearchableonlineCrew&VendorDirectory(wvfilm.com/reelcrew),whichpromotesthestate’sworkforceandbusinesses.

• Conduct“BusinessofFilm”workshopsthroughoutthestatetofamiliarizelocalgovernmentandbusinessleadersaboutFilmOfficeoperationsandtheeconomicvalueofrecruitingandsupportingfilmindustrybusiness.

• Increasenationalandinternationalvisibilityofthestatebyparticipatinginkeyfilmindustrytradeshowsandotherpertinentevents,maintainingmembershipinkeyassociations,anddisseminatingtopicalfilmindustryinformationviasocialmediaportalsandotherdigitalmeans.

• Continuepromotionofthestate’svastarrayofpotentialfilmingsitesthroughasearchableonlineLocationsLibrary(wvfilm.com/locations),wherebyprospectiveclients(oranyone)maysearchlocations24/7.

• Conductfamiliarizationtoursforkeyproductionexecutivestointroducethemtothestate’slocations,workforce,andotherpositiveattributes.

• Implement“LocationSubmissionEngine,”avalue-addedportaltothecurrentLocationsLibrary,whichwillallowpropertyownerstouploadtheirownlocationimagesdirectlytothelibrary.

Notes

2 0 W e s t V i r g i n i a D i V i s i o n o f t o u r i s m

Matching Advertising Partnership Program

(MAPP)

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MAPP is a reimbursable matching advertising program legislated in 1994 that brings tourism businesses together to form partnerships in order to increase the number of visitors and travel expenditures to West Virginia. Administered by the West Virginia Tourism Commission and the Division of Tourism, the program provides matching funds, based on the budgets of applicants and their partners combined, for innovative and effective direct advertising projects. In 2011/12, a new tracking summary was initiated for MAPP projects. So far, data in the new system shows that during 2010 and 2011, applicants to the MAPProgram spent over $6.1 million in advertising the state to visitors, with 643 partners matching nearly $2.8 million to those projects in order to attract visitors. Also, applicants received 5.1 million unique visitors to their websites, with advertising generating 4.6 million actual visits.

Initiatives for 2013• InordertoensurethattheMAPProgramisincompliancewiththeLegislativeAuditor’srequest,all

applicationsarecheckedtomakesureparticipantsarelisted,asrequired,ontheSecretaryofState’sBusinessEntitywebsite–onlymunicipalitiesandsoleproprietorshipsareexcluded.Pleasebesuretocheckandseeifyourinformationislistedat:http://apps.sos.wv.gov/business/corporations/

• Astheresultofacriticalfundingshortage,theTourismCommissionvotedinJuly,2012tofundlargeMAPPapplicationsatamatchingrateof40%insteadofthecustomary50%fortheremainderofthe2012calendaryear.Thenew40%matchingamountwillbereviewedinearly2013bytheTourismCommission.

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Public Relations/ Media Strategy

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The tourism industry has touch points on almost every facet of life. As such, the West Virginia Division of Tourism continues to search out, identify, create and capitalize on all appropriate and available media opportunities. The ever competitive news environment dictates a constant evolution in the distribution channels and platforms used to present and offer news information to a diverse marketplace. Tourism’s public relations/media strategy is to continually cultivate media relationships that allow for maximum exposure of the features, benefits and unique experiences our state offers.

• OngoingparticipationinmediamarketplaceopportunitiessuchasInternationalPOWWOWandMATPRA(Mid-AtlanticPublicRelationsAlliance)togenerateearnedmediafromapotentialpoolofhundredsoftravelwriters.Tourismbenefitsbyworkingdirectlywiththesewriterstodevelopstoriesandpitchnewstoryideas.Participationalsoallowsfordirectone-on-onecultivationtoenhancethewriters’understandingofWestVirginia.

• Encouragevisitsandhostnationalandinternationalwriters’groupsandpublicrelationsorganizationstodevelopadeeperunderstandingofWestVirginiatravelopportunitiesandculturalcharacter.

• Continualassessmentofavailablemediamaterialsincludingphotosandnewsmentionstodeveloptargetedmediakits.

• Continualassessmentofotherinternal/externalmediacommunicationssuchasTourismNews,theAdventureAdvisoryandpressreleasestoensureindustrypartnersandmediacontactsareup-to-dateonthelatestdevelopmentacrossindustrysectors.

• Updateandmonitordatabaseoftravelwritersandappropriatemediaoutlets.

• Whereappropriate,seeknewandinnovativemethodsofeffectivelydeliveringthenewsandbrandoftheWestVirginiaDivisionofTourism.

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New Marketing Initiatives

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Boy Scouts of America, Summit Bechtel Reserve, 2013TheBSANationalJamboreetakesplaceonJuly15-24,2013attheSummitBechtelReserveinWestVirginia.Thirty-thousandplusscoutsfromacrossthecountryandinternationallywillconvergeonsouthernWestVirginia.WestVirginiawillwelcometheWorldJamboree2019totheSummitBechtelReserve.TheDivisionwillbeassistingwiththeWestVirginiaExhibitandWelcomeTentsduringtheNationalJamboreein2013attheSummit.

B&O Railroad MuseumB&ORailroadMuseum,CamdenYards,Baltimore,MD,April4,2013.TheB&ORailroadMuseumhasbeenhonoringtheAmericanCivilWar’sSesquicentennialeventswithyear-longactivitiesfeaturing“TheWarCameByTrain”exhibits.WestVirginiawillbethefeaturedCivilWarstatein2013,due,inpart,tothehistoryoftheAmericanrailinthestate.TheDivisionwillpartnerwiththeWestVirginiaCivilWarSesquicentennialCommissionandtheWestVirginiaTouristTrainAssociationinhostingtheopeningexhibitonApril4,2013byinvitingdignitariesandthemedia.

West Virginia Courthouse VideosTheDivision,incollaborationwiththeWestVirginiaAssociationofCountyOfficials,planstolaunchthe“LivingMonuments—TheCourthouse”video,whichwillbehostedonourwebsite.TheDivision’sninetravelregionswillbeusedtodeveloptheeducationaltoolthatwillnotonlyprovideinformationoneachcountycourthouse,butprovidetourism-relatedinformationineachregionforourvisitors.ThevideowillbesimilartoourCivilWarvideowhichwasproducedin2012.

150th Birthday Celebration of West VirginiaWestVirginiawillcelebrateher150thbirthdayonJune20,2013.TheDivisionisdevelopingacalendarofeventsforthesesquicentennialbirthdaycelebrationandweareaskingthetourismindustrytoprovideuswithanyactivitiesforinclusiononourwebsiteofanybirthdayeventsbeingheldthroughoutthestateduring2013.

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Contacts

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South Charleston Office Staff 304-558-2200

Betty Carver, Commissioner betty.b.carver@wv.gov

JacquelineProctor,DeputyCommissioner/PublicRelations jacqueline.a.proctor@wv.gov

ValerieAmick,AdministrativeSecretary valerie.e.amick@wv.gov

AdministrationLoarie Butcher, Director of Administration loarie.h.butcher@wv.gov

EricAyersman,MAPPAuditor eric.j.ayersman@wv.gov

GeorginaDavis,AccountsPayable georgina.l.davis@wv.gov

DeniseAllen,AdministrativeAssistant denise.a.allen@wv.gov

ConnieRosenbaum,AdministrativeAssistant connie.l.rosenbaum@wv.gov

Customer Service CenterAndy Ferguson, Call Center/Fulfillment Center Manager andy.b.ferguson@wv.gov

JacqueStover,AdministrativeAssistant jacque.m.stover@wv.gov

DebbieSnead,TravelCounselor debra.j.snead@wv.gov

LindaGriffith,TravelCounselor linda.s.griffith@wv.gov

JoanHobbs,TravelCounselor joan.d.hobbs@wv.gov

CliffIsaacs,TravelCounselor clifton.h.isaacs@wv.gov

SandySmith,TravelCounselor sandy.m.smith@wv.gov

SusanWard,TravelCounselor susan.r.ward@wv.gov

DebraSparks,MailRunner debra.j.sparks@wv.gov

ScottBrown,MailRunner scott.a.brown@wv.gov

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South Charleston Office Staff continued … 304-558-2200

Human ResourcesLynda Keeney, Human Resources Manager lynda.j.keeney@wv.gov

ChristinaFowler,AdministrativeAssistant christina.a.fowler@wv.gov

MarketingBetty Cutlip, Manager/ International Marketing Specialist betty.a.cutlip@wv.gov

JoeBlack,ResearchSpecialist joe.a.black@wv.gov

JaneBostic,HeritageMarketingCoordinator jane.m.bostic@wv.gov

KathyJohnson,DomesticTradeSpecialist kathy.a.johnson2@wv.gov

WillMiller,OutdoorRecreationSpecialist william.c.miller@wv.gov

SharonPearson,AdministrativeAssistant sharon.f.pearson@wv.gov

Matching Advertising Partnership ProgramAnna Plantz, Director anna.m.plantz@wv.gov

JaneGodwin,GrantsSpecialist jane.e.godwin@wv.gov

TonyaConley,AdministrativeAssistant tonya.a.conley@wv.gov

West Virginia Film OfficePam Haynes, WV Film Office Director pamela.j.haynes@wv.gov

JamieCope,LocationsCoordinator james.b.cope@wv.gov

LisaWells,IndustryRelationsCoordinator lisa.m.wells@wv.gov

West Virginia Welcome CentersVicki Vaughan, Director vicki.l.vaughan@wv.gov

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Welcome Center StaffWelcome Centers

I-64 Eastbound Huntington RonGraham,SupervisorMitziEllisGwenHicks304-545-1819Fax:304-528-5549email:i64ewelcome@wv.gov

I-64 Westbound White Sulphur Springs RobinClower,SupervisorBrendaQuickSharonFreemanJacobJackson304-536-4553Fax:304-536-3928email:i64wwelcome@wv.gov

I-77 Northbound & Southbound WilliamstownCynthiaSheppard,SupervisorHelenGrovesBonitaMcKimmieJeanneCale304-375-2700Fax:304-375-2316email:i77swelcome@wv.gov

I-70 Westbound Wheeling PatriciaHargleroad,SupervisorGailMitchemPaulShearerTravisPollock304-767-0177Fax:304-547-0660email:i70wwelcome@wv.gov

I-79 Southbound MorgantownJaniceLester,SupervisorPatriciaKinsleyJimBrownHowardFowler304-328-5261Fax:304-328-5270email:i79swelcome@wv.gov

I-68 Westbound Hazleton RosalindCutlip,SupervisorEstherSwinehartGeraldClark304-379-2648Fax:304-379-2649email:i68wwelcome@wv.gov

I-81 Southbound Falling Waters VanessaWilliamson,SupervisorCanzaMollohanDavidMcClungWandaBright304-767-0175Fax:304-274-3170email:i81swelcome@wv.gov

I-81 Northbound Inwood KennethBurkhart,SupervisorDaveThomasCurtisCatlettJimVanMeter304-229-8836Fax:304-229-7048email:i81nwelcome@wv.gov

West Virignia Division of Tourism

90MacCorkleAvenue,SWSouthCharleston,WV25303

www.wvtourism.com•1-800-225-5982