Tourism Update

Positioning Pierce County for a Strong Future in Tourism

Tourism in Nebraska

• Tourism is Nebraska’s third largest earner of revenue after agriculture and manufacturing.

• In 2009, travelers spent over $3.7 billion on trips away from home with overnight stays in paid accommodations and on day trips to places 100 miles or more away.

• 42,400 jobs in Nebraska were attributable to travel spending.

Tourism in Pierce County

• In 2008 total direct travel spending in Pierce County was $4.8M.

• State and local tax revenues from tourism expenditures in Pierce County were $345,000.

• Tourism generated 80 jobs in 2008.

Pierce County Facts• Pierce County passed a resolution in July 2000 to collect

a 2% tax on all overnight stays.

• In 2010, Pierce County collected $7,146.14 in lodging tax, $6532.79 was collected in 2009. (+9.1%)

• Lodging tax receipts are highest in Pierce County from May – August.

The only way Pierce County can positively impact lodging tax receipts is to drive occupancy.

2000 TARGET Study

• Begin formulating plans to spend county

lodging tax dollars

• Continue the development and maintenance of the Pierce community website

• Continue the practice of cross selling Pierce’s attractions and businesses

2000 TARGET Study

• Support and develop the promotion of Pierce to surrounding communities

• Establish marketing partnerships with the Nebraska Tourism Office

• The Pierce Tourism Committee should join local and regional tourism group

2000 TARGET Study

• Continue efforts to improve the Gillman Park Arboretum

• Encourage cooperation between the various community group

• Establish a committee to be in charge of downtown beautification effort

2000 TARGET Study

• Encourage the golf course club house to remain open during the off season

• Address the issue of volunteer burnout

• Attract new dining facilities to Pierce

2000 TARGET Study

• Develop a downtown beautification plan

• Extend operating hours of the Pierce County Historical Society Museum

• Develop cross communication amongst local civic and community groups

Market Strategy 2011

• Tourism and Destination Development

• Improving Occupancy

• Expanding Audience

• Driving Revenue

• Operational Excellence

Tourism/Destination Development

• Promote a Destination Visitors can easily find and identify

• Assess Existing Tourism Inventory

• Develop a long-term plan to make Madison County/Norfolk a destination

Improve Occupancy

• Create 2 new sports tournaments next year

• Create Home Town Hero program

• Offer financial incentives to meeting planners and groups

• Use grants/sponsorships to meet organizational goals

• Attract 1 tourism business to MC

Expand Audience

• Market Visitors Bureau to internal stakeholders

• Continue to leverage State leads program and other co-op opportunities

• Use social media and trust casting

• Improve ROI on grants/sponsorships

• Assign metrics to media spending

Drive Revenue

• Generate non-traditional revenue from print and online sales

• Partner with Pierce and Stanton Counties

• Sell sponsorships for meetings/events

• Improve Occupancy

Operational Excellence

• Create appropriate corporate structure

• House in a location that works organizationally/functionally

• Foster an environment of financial transparency

• Be stewards of lodging tax monies

• Use data to make strong decisions

• Create a “want to work for” culture

Popular vs. Right

Internal vs. External

Why Norfolk Area Visitors Bureau?

- Travelers don’t travel by county lines despite funding structures

- Where is Cheyenne County? (Sidney) Gage County? (Beatrice)

- It’s how people refer to and know the area.

- Name recognition (30 MCs in the US)

- Higher number of web hits/inquiries

8 of our Top 10 Key Word Searches included “Norfolk”.

Only 1 of the top 10 included

Madison County.

Surrounding Communities

• The Board is committed to supporting and promoting our other communities.

• We will place greater emphasis on spoke and hub tours.

• Improved online focus

• Earmark grant monies

• Outreach & Training

Questions?

QR Codes

How This Technology is

Changing the Tourism Game

What is a QR Code?• A QR code (short for Quick Response) is a

specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.

• Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.[1]

Why Does this Matter?

• This is a new way for people to access information.

• Scanning requires less effort than typing a URL and allows your information to be mobile.

• Gives you extended reach and messaging capabilities with your customers

• It’s FREE!

QR Code Applications

On the window of Macy’s in San Antonio, TX. This code takes the user to a video on beauty tips, etc.

See Video

QR Code Applications

This ad was in the Sky Mall magazine promoting San Antonio, TX. When a user scans the bar code, they are taken to an energetic video about everything there is to see and do in San Antonio. This is a perfect application for the tourism industry.

Visit San Antonio

QR Code Applications

This QR Code takes the user to the Google Places listing for the store Life is Good.

QR Code Application

Takes the user to a web site with further product information including FAQ and customer testimonials. This ad was in the May 2011 issue of Oprah Magazine.

Other Uses

• Embed code on hats, mugs, and other swag items.

• Use on maps, business cards, print and online advertising, etc.

• Can also be used for self-guided tours in and around your facility

• Direct people to your web site, a video, or nearly anything you choose.

• Microsoft has developed their own proprietary software to create codes known as MS Tags. They can only be read by Microsoft Tag Reader.

• The jury is still out but ultimately the consumer will decide which tags will be successful long term. This is similar to when VHS and Beta Max were introduced and ultimately VHS won out (i.e. the VCR).

Other Technology to Mention

Get the FREE App

• Must have a smart phone

• Search for ShopSavvy Barcode from ShopSavvy, Inc.

• Once installed, all you have to do is scan the code and the video or website comes up

• How QR Codes Work

Create Your Own QR Code

• Go to http://zxing.appspot.com/generator/

• Type in relevant information

• Choose barcode size (S,M,L) and click generate

• Save your QR code for future use.

• Your organization can have multiple codes for multiple applications.