| Weekly e-newsletter for VisitNC partners | April 27, 2016 |
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| IN THIS ISSUE:
* Visit NC leads Irish-American tour operator fam * SATW-Eastern conference sees record attendance
* Visit NC's Mary Chesnut Project wins DMO Mojo award
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 | | | Fam group at the Wright Brothers National Memorial
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Visit NC leads Irish-American tour operator fam
This week, Visit North Carolina's Director of Partner & Industry Relations Heidi Walters and U.K. representative Duncan McCubbin are leading a familiarization trip for four tour operators from Ireland and the U.K. plus an Irish travel trade journalist. The group is visiting the Outer Banks, Durham and Charlotte. The fam also showcases to the attendees the importance and convenience of American Airlines' seasonal direct flight from Dublin to Charlotte. International visitors on average stay longer and spend more on their trips - providing new tax dollars to every community they visit. In 2014, visitors from the U.K. totaled nearly 100,000, up 15.2 percent from 2013; U.K. visitors spent more than $33.3 million with the average visitor spending $334. In 2014, visitors from Ireland totaled more than 14,000, up 22.3 percent; Irish visitors spent nearly $5.5 million with the average visitor spending $385. To find out more about 2014 International Visitation to North Carolina, click here. To learn more about Visit NC's international marketing program, contact Heidi Walters at (919) 447-7762. |
| | | Fam group in Apex |
SATW-Eastern Chapter conference sees record attendance
The Eastern Chapter of the Society of American Travel Writers saw record attendance at its annual conference this week, hosted by Visit Raleigh.The group was a mix of travel journalists and public relations professionals based in the Eastern U.S. In addition to fam trips in Raleigh, Cary and Apex during the conference, there were also pre-and post-fam trips in Chapel Hill, Fayetteville, Goldsboro, Kinston, Lexington, Pinehurst/Southern Pines, Surry County, Wilson, and the Wilmington and Beaches area. During the conference, Visit NC's Wit Tuttell welcomed the group and discussed Project 543; PR's Scott Peacock and Suzanne Brown also attended the media marketplace and presented on best practices for working with digital influencers. |
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| | | Wit Tuttell (lf) with MMGY Global's Craig Compagnone |
Visit NC's Mary Chesnut Project wins DMO Mojo award
Visit North Carolina won a Mic Drop Award at the 2016 DMO Mojo marketing conference April 20-22 for its Mary Chesnut Project. The Mic Drop is awarded for innovation and new ideas in destination marketing. DMO Mojo is an invitation-only gathering of tourism marketing leaders as well as a think tank, where attendees collaborate and debate ideas in travel marketing. To commemorate the 150th anniversary of the Civil War's Carolina Campaign, Visit North Carolina and the N.C. Dept. of Cultural Resources launched The Mary Chesnut Project in December 2014 to bring 1865 to a new generation. The Tumblr and Twitter campaign channeled the astute observations of Mary Boykin Chesnut, a real-life Civil War-era diarist, in a historically accurate, modern-day telling of life during wartime. The five-month Project generated more than 12,000 followers, more than 1.3 million Twitter impressions and directed participants to Civil War content on VisitNC.com that reached three and a half times the average time-on-page for the site. It also included social interactions from trusted accounts including the U.S. National Archives and the Smithsonian's National Museum of American History. |
 TRAC in Banner Elk/Beech Mountain brings strong turnout
In partnership with Banner Elk/Beech Mountain, Visit North Carolina staff spoke with a variety of tourism-related entities in Banner Elk last week during Visit North Carolina's latest TRAC (Tourism Resource Assistance Center) session. The attendees were very impressed with the variety of ways they can work with Visit North Carolina to better promote their tourism-related properties. The purpose was to share how these tourism-related businesses could engage more fully with Visit North Carolina programs, and to discuss one-on-one with them ways Visit North Carolina can provide assistance. These businesses included independent artisans, restaurants, accommodations and retail, as well as outdoor, event, sports, and attractions owners and managers from Avery and the surrounding counties. These industry partners learned about Visit North Carolina research, development and marketing programs, and discussed best practices for reaching visitors and the media to increase visitation and spending. Representatives from Business Services (EDPNC), N.C. Welcome Centers/Call Center, N.C. State Parks, N.C. Arts Council and NC GreenTravel were also on hand to discuss services they can provide. For additional information or to learn more about scheduling a TRAC visit to your community, contact André Nabors at (919) 447-7771. |
| | | Visit NC and Jamestown-High Point representatives |
Jamestown - High Point joins CRC program
Visit North Carolina's Executive Director Wit Tuttell and Partner Relations Manager André Nabors presented the Town of Jamestown (in partnership with the City of High Point) with its N.C. Certified Retirement Community certificate yesterday (Tuesday). Jamestown is the 15th community designated for the program. The distinction means the state has certified that Jamestown has the infrastructure and amenities sought by retirees. In addition, EDPNC/Visit North Carolina will provide promotional assistance to help encourage retirees to visit and relocate to those areas. Jamestown met a rigorous set of requirements, including a comprehensive community survey and an asset assessment of the community's preparedness for retiree attraction. Jamestown is one of the communities to partner with its neighboring city (High Point) to promote the area as a location for potential retirees. Now that it has been named a Certified Retirement Community, Jamestown/High Point will work with Visit North Carolina to promote the community as a great relocation destination for retirees through RetireNC and consumer trade shows, such as Ideal Living Resort & Retirement Expo. Jamestown is the latest community to be designated into the N.C. Certified Retirement Community Program, joining Asheboro, Eden, Edenton, Laurinburg, Lenoir, Lumberton, Marion, New Bern, Pittsboro, Mount Airy, Reidsville, Sanford, Tarboro and Winterville.
The General Assembly has charged Visit North Carolina with operating the state's Certified Retirement Community program, which recognizes towns that are positioning themselves for retiree attraction as an economic and community development strategy. Once a community has completed the certification process, Visit North Carolina will help market and promote the community through Web presence on RetireNC, e-marketing, social media, public relations, visitor services and research, among other opportunities. For more information on the N.C. Certified Retirement Community program, contact André Nabors at (919) 447-7771. |
| | | The NC Film booth encouraged film professionals to "Shoot in NC" |
NC Film at Locations Tradeshow, recognized as 'most creative'
NC Film Office Director Guy Gaster, along with representatives from the Wilmington Regional Film Commission, Piedmont Triad Film Commission and Charlotte Regional Film Commission, attended the annual Association of Film Commissioners International (AFCI) Locations and Global Finance Show in Burbank, Calif., last week. The tradeshow included informational booths from state, regional and even international film commissions, which promoted their area's locations, infrastructure and financial incentives to the more than 3,000 film professionals in attendance. |
| | | Cyclists relaxed and some even camped along the Edenton waterfront (photo courtesy Cycle NC)
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Cycle N.C.'s Coastal Rides draws cyclists from 33 states and Canada
Cycle North Carolina's annual Coastal Ride, held this past weekend in Edenton, was another sell-out event with 1,400 cycling participants from 33 states and Canada. This is the third year in a row that the event has sold out, reaching capacity in record time by the middle of January for registration. In addition to the cycling routes, the CNC Coastal Ride also included many off-the-bike recreational activities in the Edenton area such as paddle boarding, kayaking, bird watching, guided trolley tours, guided walking tours, boat rides and tours of historic sites. Visit North Carolina is a founding sponsor of Cycle NC's Coastal Ride in the spring, the Mountain Ride in August in Lake Lure, and one of the founding sponsors of the Mountains to Coast ride in the fall. The rides are designed to promote North Carolina's scenic beauty while providing substantial economic impact to small towns across the state. Cycle NC offers one of the largest cross-state bicycle tours in the United States. |
 National Travel & Tourism Week kicks off this Sunday
National Travel & Tourism Week kicks off this Sunday and continues through May 7. North Carolina's nine Welcome Centers are celebrating the occasion by hosting industry partners to help thank North Carolina's visitors for traveling here. Travel & Tourism Week provides an excellent opportunity for North Carolina's attractions and accommodations to deliver messaging directly to visitors in the state seeking travel information at Welcome Center locations. |
| | | A previous NTTW celebration at one N.C. Welcome Center
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The Welcome Centers' Tourism Week celebrations run May 4 at I-40 West and I-77 North; on May 5 at I-26 East and I-95 North; and May 6 at I-26 West, I-85 North, I-85 South and I-95 South. The I-77 South Welcome Center will observe Tourism Week with a Pit Stop during the race weekend events at the end of May. Each Center's observance will take place 10 am - 2 pm. Travel and tourism professionals from across the nation work throughout National Travel & Tourism Week to promote the impactful contributions their travel markets and organizations make to the U.S. economy. The travel community marks the event in a number of creative ways, from staging local rallies and conducting media outreach to securing proclamations and resolutions from local governments. This year, the goal is to ensure that travel - and its positive impact - is part of the discussion amidst the 2016 election season. After all, travel is a primary industry in America. That's why travel is "hitting the campaign trail" for National Travel & Tourism Week 2016. Join the celebration on Twitter (@USTravel), using the hashtag #NTTW16. |
First quarter 2016 lodging data reveals positive indicators for North Carolina
Recent data reveals a record first quarter for the North Carolina lodging sector. All lodging indicators tracked showed statewide increases from the first quarter of 2015, according to recent data from Smith Travel Research. Room demand, which represents the number of room nights sold in lodging properties, grew more than 3 percent from the first quarter of 2015 to the first quarter of 2016 and has grown more than 16 percent in the last five years. Demand at the national level grew 1 percent during Q1 2016. As shown in the graph below, North Carolina first quarter demand is at a record high of more than 7.7 million room nights sold.  Room revenues are also at an all-time high in North Carolina. First quarter revenues were nearly $709 million, an increase of nearly 7 percent from Q1 2015. Room revenues at the U.S. level were up 4 percent during the first quarter and revenues in the South Atlantic Region were up nearly 5 percent. During the last five years, North Carolina revenue growth has been on pace with national and regional growth and outpaced both for the first quarter of 2016. |
Statewide occupancy grew only 1.5 percent from the first quarter of 2015. However, it should be noted that room supply was up 1.7 per cent (as compared to +0.1 percent in Q1 2015), and that the relatively large growth in rooms available for sale stunted occupancy growth during this period. While there were more rooms sold (demand), there were also more rooms available to sell (supply). Room rates continue to grow at a steady rate as well (+3.4 percent YTD 2016).
Regionally, the N.C. lodging industry also continues to post positive numbers throughout the state. Quarterly room demand is up in each of the eight prosperity zones, with three regions (Northeast, Western and Southeast) posting 10 percent demand growth from Q1 2015 to Q1 2016. Room revenues are up in seven of the eight regions as well, particularly the Western (+16.6 percent) and Northeast (+15.1 percent) regions. |
 Economic impact of national parks important to state, local communities
National parks across the country continue to be important economic engines as the National Park System received more than 307.2 million recreation visits, according to the 2015 National Park Visitor Spending Effects, a report released by the National Park Service. NPS visitors spent $16.9 billion in local gateway regions (defined as communities within 60 miles of a park). The contribution of this spending to the national economy was 295,000 jobs. The lodging sector saw the highest direct contributions with $5.2 billion in output directly contributed to local gateway economies nationally. The sector with the next greatest direct contributions was the restaurants and bars sector, with $3.4 billion in economic output directly contributed to local gateway economies nationally. North Carolina had more than 17.8 million total recreation visits in 2015, which resulted in nearly $1.2 billion in visitor spending and supported almost 20,000 jobs.
The report shows that the Mountains' three national park units - Great Smoky Mountains National Park (including Tenn.), the Blue Ridge Parkway (including Va.) and Carl Sandburg Home National Historic Site - helped generate millions of dollars. More than 25.8 million visitors spent more than $1.8 billion, supporting 29,114 local jobs.
The one Piedmont region national park unit - Guilford Courthouse National Military Park - welcomed more than 222,000 visitors, who spent more than $12.7 million, which supported 218 local jobs.
The report for the Coast region showed more than 3.8 million visitors to Cape Lookout National Seashore, Cape Hatteras National Seashore, Fort Raleigh National Historic Site, Moores Creek National Battlefield and Wright Brothers National Memorial. Visitors spent nearly $207 million. This spending supported 3226 local jobs. |
 First Kimpton in N.C. opens in Winston-Salem
The Kimpton Cardinal Hotel opened yesterday (Tuesday) in Winston-Salem. This is the first hotel in both North and South Carolina under the Kimpton Hotels & Restaurants brand. Occupying the first six floors of the iconic former R.J. Reynolds Tobacco Company headquarters downtown, the hotel's locally inspired design utilizes the building's Art Deco architecture and storied past. Upon arrival, guests will be greeted with a Winston-Salem tradition of Moravian cookies and sweet tea in the Living Room, on the lobby level. The hotel features 174 luxe guestrooms plus 6,300 square feet of function space. It's also pet-friendly, welcoming four-legged guests and providing them with their own services and amenities upon registration at no extra cost, including a VIP (Very Important Pet) amenity, pet bowl and pet bed. Opening to the public next week will be The Kimpton Cardinal's adjacent restaurant, The Katharine, a traditional French brasserie. |
 All Souls Pizza spotlighted in 'Pizza from the Grain Up'
In today's (Wednesday) paper and online, The New York Times shines the spotlight on All Souls Pizza in Asheville in "Pizza from the Grain Up." The article reports, "This mountain city [Asheville] is rightly known for many things: the Biltmore Estate, spectacular leaf peeping and craft beer. Pizza, though, is not one of them. That may be about to change, thanks to All Souls Pizza. It turns out pies with ingredients like smoked North Carolina shrimp and fermented chile sauce. But the star of the show is the crust: chewy, tangy, with an intoxicating almost-floral aroma. The man responsible for that crust is David Bauer, a self-effacing 36-year-old and a pioneer in the movement to use local freshly milled grains." |
 Carolina Harbor Waterpark among '10 Best Water Parks to Visit in 2016'
For its "10 Best Water Parks to Visit in 2016," Fodor'sTravel.com includes Carolina Harbor Waterpark at Carowinds in Charlotte. Of the inclusion, the article notes, "Riding high from the success of last year's record-breaking roller coaster Fury 325, Carowinds prepares for another banner year with its newest addition, Carolina Harbor Waterpark. Expanding and rebranding the park's Boomerang Bay with double the water slides, highlights will include the Pirate's Plank, a nearly vertical freefall with a floor-drop feature, and Seaside Splashworks, a children's water playground that will feature a massive 423-gallon tipping bucket." |
 Cape Hatteras, Cape Lookout among '25 Gorgeous Coastal National Parks'
For its photo gallery of "25 Gorgeous Coastal National Parks," CoastalLiving.com includes Cape Hatteras National Seashore and Cape Lookout National Seashore. Of Cape Hatteras NS, the article notes, "The nation's first national seashore is flanked by two major bodies of water, the Atlantic Ocean and the Pamlico-Albemarle Sound, and offers recreational activities to match. Surfers and bodysurfers can catch some of the best waves the East Coast has to offer at Ocracoke and Bodie Islands, while those who prefer a calmer seaside experience can goc rabbing or fishing." For Cape Lookout NS, the article states, "The adventure to these undeveloped barrier islands three miles off the North Carolina shore begins with a trip on a ferry or a breezy boat ride from the mainland. Once you arrive, there's plenty to do, including fishing, bird-watching, camping, and climbing the Cape Lookout Lighthouse's 207 stairs to take in the view." |
Surveys, Industry, Marketing & Travel Trends
Farmers' markets go from sidewalk to hotel lobby - The hottest attraction at a hotel may be its farmers' market. Properties around the country are increasingly hosting markets featuring local vendors. Most are open to the public, but a few, like a quarterly market at one California resort, are exclusively for hotel guests. There, six to eight food purveyors set up stands with cooking stations highlighting ways to use in-season produce. The owners of a local cherry farm, for example, might show guests how to use the fruit to bake a pie and make a martini. Local wines and beers are also served at the market, and the day ends with a delivery of cheese, fruit and chocolate to a guest's room. The fee: $185 a person for unlimited small plates and drinks. And the Ritz-Carlton, Charlotte, has a stand set up daily in its lobby filled with vegetables and fruits from its rooftop garden as well as from 20 local farms; guests and locals can stop by to stock up. The free mini-market is a way to engage nearby residents and give guests healthful food options, said a Ritz-Carlton, Charlotte representative. "We welcome the surrounding community but also want guests to be able to grab an apple or pear picked that morning on their way in or out," he said.
Farm-to venue transition adds to Kentucky agritourism industry - As wedding season shifts into high gear, some Kentucky farms are on the list of venues where couples can take their vows. It's one way farmers across the nation have been diversifying in recent years to bring in revenue. One farm's now upscale barn once had stalls for 50 horses, the stalls now torn out for bar areas and even the tack room has redesigned as a bridal lounge. It's one example of the way some farmers across the U.S. have been creating special events venues to help tide them over during lean years. A spokesperson for the Association of Bridal Consultants says farm events are a favorite choice for people who have rural roots. Farm venues are also popular for city dwellers who want to experience the rustic elegance of barn events. The Kentucky Agriculture Commissioner recently said that the farm-to-venue transition is a valuable part of the state's growing agritourism industry. |
The great swimming pool debate: Salt water vs. chlorine
Swimming season is just about here and those properties with swimming pools may want to consider the environmental impacts of installing and maintaining a salt water pool as opposed to a chlorine pool. First, consider the pool and equipment specific to the type of sanitizer intend for use. Converting from chlorine to saline may be problematic and vice versa. In chlorine sanitized pools, the biggest benefits are that, when well balanced, the water tends to be clearer and able to keep algae and bacteria at bay; on the other hand, the chlorine odor can be a bit harsh, particularly if the pool stands idle for a few hours. Chlorinated pool water can also dry and irritate the skin. Chlorine pools have been, for the most part, the industry standard, primarily because contractors are used to obtaining permits for their construction out of habit. With saline pools, the benefits include there is less chance of potentially dangerous chemicals going into the waste water and seeping into groundwater. Also, swimmers find that the water in saline pools tends to be softer and silkier feeling. It is easier on the skin and eyes and an added benefit is that it doesn't bleach out swimwear. Chlorinated pools require that chlorine and other chemicals be added directly to the water and must be "shocked" periodically to kill algae. Saline pools, on the other hand, require that a generator be run 24 hours a day. In comparison, the upfront cost of building a saline pool may be somewhat more, but there's less chemical use and it's less labor intensive. Environmentally speaking, using fewer chemicals seems better for the environment, but running a saline generator 24 hours a day uses more electricity. Obviously, each has its environmental benefits and drawbacks, but ultimately it comes down to what a property and its guests prefer and the kind of investment the property wishes to make in the pool. For more information, contact NC GreenTravel Manager Tom Rhodes at (919) 707-8140. |
| | For the week of April 28 on North Carolina Weekend, make sure to join in the NC State Parks Centennial Celebration with visits and special events across the state. Stop by the Honeysuckle Tea House in Chapel Hill for regular events and its seasonal apothecary items. Enjoy the entries at the Annual British Classic Car Show in Raleigh. Tour The Bask at Big Rock Landing Hotel in Morehead City. And the "House Special" samples the fare at Di Lisio's Italian Family Restaurant in Winston-Salem. (Please note: listings are subject to change.) North Carolina Weekend is underwritten by Visit North Carolina. In addition, UNC-TV has made recent editions of North Carolina Weekend available online. | The average household income of a visitor party to the Mountain Region in 2014 was $73,310. Nearly 40 percent (39.7 percent) of the visitor parties that traveled to North Carolina's Mountain Region in 2014 had a household income $75,000 or more. For more North Carolina regional visitor profile information, click here, or contact Tourism Research Director Marlise Taylor at (919) 447-7748. |
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Upcoming Industry Meetings & Events
April 29 - EDPNC Board Meeting, Cary May 9-10 - MPI-CC Annual Meeting, Hilton Head, S.C. May 10 - NC Travel & Tourism Board Meeting, Raleigh May 11-12 - BRPA Annual Membership Meeting, Boone June 4-5 - PGA's Produced By Conference, Culver City, Calif. June 10 - NC Sports Assn. Meeting, Jacksonville June 18-22 - US Travel Assn's IPW, New Orleans, La. |
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