Weekly e-newsletter for VisitNC partners
July 12, 2017
IN THIS ISSUE:
* Visit NC leads tri-state mission to the UK 
for trade, media
* Deadline this Friday for updates, additions 
for 2018 N.C. Travel Guide
* TRAC coming to Dobson/Surry County region next week
Peacock & Tuttell on air
Visit NC leads tri-state mission to the U.K. for trade, media

A delegation from North Carolina headed to the United Kingdom last week on a trade/sales and media/PR mission to promote North Carolina as a destination. The delegation from Visit North Carolina included Wit Tuttell, Heidi Walters and Eleanor Talley; they were joined by Greater Raleigh CVB's Scott Peacock. In addition, from the Visit NC's U.K. team, Duncan McCubbin was with the travel trade mission and Kirsty Dillury and Marine Buisson traveled with the PR and media team. The delegation once again teamed up with both Georgia and South Carolina for trade-facing activities. A separate schedule was arranged to engage with journalists and media.

The trade activities included sales trainings with key tour operator partners (both in London and outside of the city), sales meetings with existing operators that feature the three states and with prospective new ones. There was also the opportunity to meet with the new Brand USA representatives in the U.K. to understand their plans and objectives going forward in the UK market. The states also hosted a group of the leading tour operators for lunch, affording the states the opportunity to promote themselves in a less formal setting.

For media activities, the itinerary included desk-side pitches with several key lifestyle and consumer digital and print magazines throughout the week. In addition, Visit North Carolina participated in the Visit USA Meet the Media and Media Awards on July 4. The events were attended by more than 70 travel editors, journalists, freelancers and digital influencers. On the July 4 event, Tuttell and Peacock participated in a series of 12 live and pre-recorded radio interviews with radio stations across the U.K.. To finish the week the group hosted a small lunch for leading writers, many of whom are developing pitches on North Carolina or write regular round-up features on the USA.
Deadline this Friday for updates, additions to be included in 2018 N.C. Travel Guide

Information on attractions and accommodations to be listed in the 2018 Official North Carolina Travel Guide must be submitted by July 14. It is imperative that all listings be reviewed to ensure maximum accuracy. Accommodations - hotels/motels, bed & breakfast/inns, park/private campgrounds and vacation rentals managed by a company/agency - receive a free basic listing. Don't forget to review the amenities as select ones are noted by icons in the guide listings. Select Attractions receive free listings, too.
 
To verify your free listing, simply view your page on VisitNC.com. If your listing needs to be updated, contact your local county contact. The Visit NC database fuels the information for VisitNC.com and also for the information for the listings in the Official North Carolina Travel Guide.
 
To help ensure accuracy for both industry partners and visitors, all data listings in the VisitNC.com database are entered by local contacts within each of the state's 100 counties. If a destination, lodging, attraction, restaurant or event is not currently listed or needs to be updated on the website, click here to find the correct contact, or find the information via the "Get Listed" link available below the footer of each VisitNC.com page, which will lead to the appropriate Chamber, CVB or TDA representative in each county. It's searchable by town or county.
 
For any questions regarding the 2018 North Carolina Travel Guide, contact Kathy Prickett at (919) 447-7769. For those interested in advertising in the guide, view the 2018 NC Travel Guide Media Kit here. For more information regarding advertising, contact Regional Sales Director Stacey Rosseter at (678) 571-7445.
A previous TRAC in Dunn
TRAC coming to Dobson/Surry County region next week

On July 20, tourism-related businesses in Dobson and the Surry County regional area - including the surrounding counties - will have an opportunity to work with Visit North Carolina staff to learn about its research, development and marketing services, and discuss best practices in reaching travelers, the media and increasing tourism visitation and spending. Visit NC's Tourism Resource Assistance Center (TRAC) is a community-based training program designed to help small tourism-related businesses. The TRAC event will be held 10 am - 2 pm at The Barn at Heritage Farm, 152 Heritage Farm Lane in Dobson.
 
There is no charge to attend, no reservation is required, and there are no PowerPoint presentations. This is a come-when-you-can/stay-as-long-as-you'd-like event opportunity for all tourism-related businesses to meet one-on-one with program managers to discuss better ways to promote their property or event. TRAC brings Visit NC's program managers to local communities to discuss the nuts and bolts of working with the organization. This invaluable program is designed to help tourism-related businesses engage more fully with programs offered by Visit NC and its partners.

Representatives from the EDPNC's BLNC, N.C. Dept. of Commerce, N.C. Dept. of Natural & Cultural Resources and NC GreenTravel will also be on hand to discuss services they can provide businesses, including strategic planning, assisting with identifying funding sources and serving as liaisons with other local, state and federal agencies. For additional information on this session or to learn more about scheduling a TRAC visit to your community, contact
Andre Nabors at (919) 447-7771.
DMAI attendees learn about Visit NC's marketing efforts

Visit NC's Mark Shore was on a panel today (Wednesday) during DMAI's annual convention in Montreal. The "Technology, Algorithms & Attribution: Proving ROI" session featured agencies' and DMOs' approaches they're applying to sharpen their marketing tactics, inform their stakeholders/partners and illuminate elected officials and the public at-large. Shore discussed Visit NC's efforts in promoting North Carolina to a variety of markets while also keeping a watchful eye on the marketing results.
Old Edwards, Fearrington, Westglow and Asheville among 
Travel + Leisure's 2017 World's Best Awards

Travel + Leisure has announced the winners of the World's Best Awards 2016 and several N.C. sites are on the list. Old Edwards Inn and Spa in Highlands is No. 66 for Best Hotels in the World, No. 4 among 10 Best Resort Hotels in the South and No. 14 among the Top 15 Resort Hotels in the Continental United States. Fearrington House Inn in Pittsboro was #9 among the 10 Best Resort Hotels in the South. The Westglow Resort & Spa in Blowing Rock is No. 1 among the Top 10 Domestic Destination Spas. Asheville is No.9 among the Top 15 Cities in the U.S. The annual poll is a result of T+L readers casting their votes for the hotels, destinations and companies that define the very best in travel.
N.C. Zoo sets second highest attendance record in 2016-'17

The N.C. Zoo in Asheboro saw its second highest attendance during its 2016-17 fiscal year, which ended June 30. The grand total reached 870,882 guests - nearly 75,000 more than last year and second only to the attendance record set during the zoo's 1994-'95 fiscal year when it opened its North American region. Last year, the zoo opened Zoofari, an open-air safari bus ride inside its 40-acre grassland habitat where visitors can see a rhinoceros and antelope, among other animals, up close. The zoo also opened Air Hike, a ropes course, last year. This year, the zoo introduced Dragonfly paddle boats on the North America Lake, along with a Dino bus ride, which takes visitors past some large robotic dinosaurs.
Tool-kit now available for farmers, farming events

On-farm event planning requires attention to detail and organizational skills. Find tips and tools on the key aspects of event planning in the Farm Field Day Toolkit, provided by SARE (Sustainable Agriculture Research & Education). (Field days are educational events hosted by a producer or an educator and held on-farm or on-ranch.) While this kit is specific to sharing on-farm innovations with other farmers and ranchers, the guide is also a good resource for planning a farm event for any type of visitor, be it another farmer or a farm customer. Get step-by-step instructions, timelines, and downloadable tools and templates for planning and hosting a successful event. The toolkit also offers tip about working with the media, creating press releases and PSAs, generating public interest, and capturing the event with video and sharing it online.  Annie Baggett, who oversees agritourism for the N.C. Dept. of Agriculture & Consumer Services, is also an excellent resource for farmers who are interested in opening their site to potential visitors for events or regularly schedule visits. To find out more information, contact Annie Baggett at (919) 707-3120.
'In Asheville, breweries say "yes" to beer and babies'

The twice-monthly story-time event for children at Archetype Brewing in Asheville could be a scene from a family day care, were it not for the brewing tanks polished and shining in the background, reports the (Asheville) Citizen-Times. Archetype is another in a string of local breweries working to extend amenities to families with young children. There are sand boxes at Sierra Nevada and Blue Ghost breweries. It's a warm-and-fuzzy notion that also happens to be a smart business strategy. Asheville is bursting with young families whose thirst for beer does not dissipate with the addition of children. That's not to say everyone thinks breweries are kid-central. At least one person has commented on Facebook that breweries are not appropriate places for children. But the majority of the feedback has been positive. Blue Ghost Brewing Company opened in March with community outreach in mind. Since then, the Fletcher brewery has been the center of political gatherings, fundraisers and even exercise events with the YMCA.
(photo courtesy Carolina Thread Trail enewsletter)
Blue Blaze Brewing's new summer ale supports Carolina Thread Trail

Carolina Thread Trail has partnered with Blue Blaze Brewing in Charlotte to create the Carolina Thread Trail Pale Ale, a specialty summer beer..Located on the Irwin Creek and Stuart Creek Greenway segments of the Carolina Thread Trail, Blue Blaze Brewing will be donating 10 percent of profits of this beer back to the Thread Trail. The summer ale is available at select locations in the area, including the US National Whitewater Center.
STS Top 20 Events nominations for Jan-Feb-March deadline this Friday

The deadline for nominating events for Southeast Tourism Society's Top 20 events for January-February-March  is July 14. Nominated events must have an attendance of at least 1,000 and be in the third year of existence. Nominations for STS' Top 20 Events can now be submitted electronically using a downloadable .pdf. Top 20 Events strongly encourages entrants to support their nomination by providing supporting material such as photos, posters, brochures, press releases, news clippings and/or volunteer programs. There is a $20 entry fee per event nomination and requirements include submitting two copies of the nomination form, in addition to supporting materials. Nominations are now accepted via email only.
Vote for one of two NC sites for best health & wellness, eco-friendly sites

North Carolina has two towns among the nominations for two 10Best's Readers' Choice Awards: Best Health and Wellness Resort and Best Eco-Friendly Hotel. Online voting by readers is now open via USAToday.com's website. Click on the hyperlink to vote. Voting ends Aug. 2 at noon.
 
Best Health & Wellness Resort - Art of Living Retreat Center in Boone; Westglow Resort & Spa in Blowing Rock
Best Eco-Friendly Hotel - Proximity Hotel in Greensboro; Ritz-Carlton Charlotte in Charlotte
Kindred creation among 'Frozen wines worth the brain freeze'

For its "Frozen wines worth the brain freeze," USAToday.com included the Frozen Gruner Slushie found at Kindred in Davidson. The photo gallery noted, "In Davidson, N.C., Kindred crafts a Frozen Gruner Slushie with GrĂ¼ner Veltliner wine, green strawberries, lemon juice, simple syrup and Cocchi Americano."
Surveys, Industry, Marketing & Travel Trends

Hotels train workers in the personal touch - Technology, some hotels are finding, has its limits. "Technology cannot hug a repeat guest," said one corporate hotelier. That is the reason his company, which manages several hotels, has been running a training program for some of its managers and other staff members to improve their hospitality skills, connect with local business leaders and learn more about local tourist offerings. Similar programs are sprouting in other cities, involving not just hotels but also restaurants and even cities themselves, which see the personal touch as giving them a competitive edge. For business travelers, in particular, talking to someone knowledgeable about a city can lead to a good restaurant. And it can also help expand business leads.
 
5 takeaways on the state of hotel revenue management - Revenue management is as dynamic a field as any in the hotel industry at the moment, as more tools and technologies emerge and more pressure is put on properties to boost the top and bottom line as overall growth numbers shrink. Experts in the field of revenue management shared some of their top takeaways for the present and future of the discipline during the HSMAI Revenue Optimization Conference last month. One said hoteliers are still wrapping their heads around data science, meaning while most hoteliers claim to understand and deploy more advanced data than they truly have a handle on. Another stated the hotel industry lags far behind other industries in its ability to drive ancillary revenue and find opportunities to upsell consumers. He said hoteliers need not even look outside of the world of travel for prime examples of how to find those areas to capture dollars, which he described as "edges." Presenter John Beatty, with The Dunhill in Charlotte, noted guest experience is still paramount when it comes to getting more money at an individual hotel.
 
Destinations struggle to use data to manage tourism growth - Many destinations want to keep up with their competitors and promote their respective plans to grow and better manage tourism as some cities' tourist infrastructure can't keep up with demand, reports Skift. Using data is key to putting those plans in motion but too often that - even when available - data doesn't trickle down to local city and neighborhood decision makers. That's the view of some tourism boards and researchers who spoke at the UNWTO's International Conference on Tourism Statistics last month. Some of the discussions centered around creating a global framework for measuring tourism and how to use data to create sustainable growth plans. Many attendees were optimistic about Big Data's potential for managing tourism growth but were also concerned that destinations aren't making their plans simple enough for residents to understand while making them too broad for local neighborhoods to find them useful.
 
Theme parks move to accommodate autistic guests - In the Academy Award-nominated documentary Life Animated, a family is able to communicate with its autistic son by mimicking characters from Disney animated movies. Children with autism spectrum disorders often develop a special affinity for the films, reports USA Today. Like most kids, they also enjoy going to Disney theme parks to meet the characters in person and to enjoy the rides and other activities. A theme park visit can pose unique challenges for families with autistic members, however. With the prevalence of autism on the rise (according to the Centers for Disease Control and Prevention, 1 in 68 children have the condition), parks are making special accommodations available. Kids on the autistic spectrum don't just want to meet characters from the Disney dossier. "My son is fascinated by Thomas," says one mother. That would be Thomas the Tank Engine. Now in her third season as an employee at the park, the mom has been in a unique position to advocate for her son and other families. She worked with a theme park that featured Thomas the Tank Engine and had some honest conversations about what it's like to have an autistic child. As a result, the park has made a number of changes to help make visits easier for families. For example, there is a dedicated quiet room stocked with books, puzzles, and a weighted blanket. There is also a quiet car on the Thomas train that circles the park and fidget toys available for children to play with while they wait in line for rides (waiting is another challenge for people on the spectrum). Other theme parks have developed options, too.
 
US mayors are backing innovation districts to transform cities' brands - Mayors across the US are investing significant resources to develop what the Brookings Institution calls "innovation districts," in an attempt to accelerate urban and economic development, catalyze job growth, and shift their cities' reputations toward being incubators for change. Skift explains these districts are also providing a new type of idea collision space during meetings and conferences for visiting organizations to engage local tech and creative thought leaders in different growth industries.
 
One hotel brand's giveback rewards loyalty program offers innovative value - In hospitality, loyalty programs are a dime a dozen, notes Loyalty360. What was once a differentiating factor, rewarding customers for loyalty is now little more than a baseline expectation. With hotel groups around the world now looking for new ways to stand out from the crowd, GreenTree Inn, which has a portfolio of more than 2600 hotels worldwide, has put forth one of the most innovative value propositions yet, in the form of its GiveBack Rewards loyalty program. Alongside its traditional catalog of perks, including special offers, discounted rates, and early check-in, members of the program earn a very unique reward: a sizable rebate on stays. At year end, members of GiveBack rewards will receive cash back at a 3 percent rate. This rebate can also be used for a charitable donation or GreenTree credit. By receiving credit in lieu of cash, the rate of return increases to 5 percent.
Going green from the vineyard to the table

The NC GreenTravel Initiative has been promoting sustainable practices in the grape growing and wine production industry for several years now. Sustainable wines are not only tasty, but the producers of these wines are helping to protect North Carolina's environment by putting forth the effort to grow greener. In addition to recognizing these vineyards and wineries as being sustainable, the NC GreenTravel Initiative; a partnership of Visit NC, NC DEACS, ECU's Center for Sustainability and Waste Reduction Partners, provides technical assistance and information to help these businesses establish and maintain a strong environmental program. There is no cost to the businesses for this assistance and they may apply for recognition through the program by filling in an online application. Recognized businesses receive a certificate, door decals and a free listing on the NC GreenTravel Initiative website. For further information about how to become a sustainable tourism business, contact NC GreenTravel Initiative Manager Tom Rhodes at (919) 707-8140.
On North Carolina Weekend for the week of July 13, experience a performance of Mister Roberts on the USS North Carolina in Wilmington. Tempt your taste buds at Hot Dog World in Hendersonville. Take a tour of the Daniel Stowe Botanical Garden in Belmont. Visit Flor de America Cigars in Statesville to see how the cigars are made. And the "House Special" samples the fare at Restaurant X Bistro in Davidson. (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 Weekendavailable online.
In 2016, the average household trip expenditure by visitors to North Carolina was $477. The average household trip expenditure for overnight visitors was $616. Daytrip parties to the state spent approximately $128 per visit. For more North Carolina visitor information, visit the Visitor Profile Studies or contact Tourism Research Director  Marlise Taylor at (919) 447-7748.
Upcoming Industry Meetings & Events

Through July 14 - DMAI Annual Convention, Montreal, Canada
July 20 - Visit NC's TRAC, Dobson
July 23-24 - AENC Annual Meeting, Winston-Salem
July 27-28 - MPI-CC Meeting, Winston-Salem
Aug. 21-22 - NC Restaurant & Lodging Assn. Expo, Raleigh
Aug. 21-23 - Connect Marketplace, New Orleans, La.
Aug. 22-25 - Travel Media Showcase, Concord
Aug. 25-29 - SYTA Conference, Albuquerque, NM
Aug. 26-29 - US Travel Assn.'s ESTO, Minneapolis, Minn.
Sept. 13-14 - Blue Ridge Parkway Assn. Fall Meeting, Little Switzerland
Sept. 16-20 - VMA/NCMA/MCASC Regional Meeting and Marketplace, Roanoke, Va.
Sept. 17-18 - NCTIA Tourism Leadership Conference, Charlotte
Sept. 28 - Visit NC TRAC, Washington
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