Weekly e-newsletter for VisitNC partners
May 10, 2017
IN THIS ISSUE:
* NC Beer Month sees outstanding participation
* Visit NC offers insights at MST, 
Jacksonville meetings
* TRAC coming to Granville County region 
next week
NC Beer Month sees outstanding participation

Visit North Carolina teamed up with the NC Craft Brewers Guild and tourism destination partners across the state to achieve yet another successful North Carolina Beer Month in April. More than 30 destinations and 110 participating breweries collaborated to provide travelers in and out of the state a taste of the North Carolina craft beer scene, through a variety of lodging packages, special events and other activities.
 
The team partnered with the Untapped social media platform for travelers to "unlock badges" in both March and April while sampling North Carolina beers, resulting in close to 370,000 badge unlocks and a social reach of more than 9 million. Also, a new #PassThePint campaign allowed brewers, photographers and beer fans alike to "take over" the NC Craft Brewers Guild's Instagram account to help tell the story of NC Beer Month.
 
Roughly 5,100 travelers entered the Oskar Blues VIP Weekend sweepstakes, in which one lucky winner and a guest would receive a unique craft beer experience. Additionally, more than 6,100 travelers completed the new-this-year "What's Your Beer Style?" online quiz, a four-question journey that aligned beer enthusiasts with a specific beer personality and encouraged sweepstakes entry and email collection.
 
Beer lovers raised their glasses in the third annual Pint Hound Passport challenge, collecting stamps at participating breweries and submitting their passport to claim prizes. The team also partnered with the Great Outdoor Provision Company to give away a Yeti Cooler Prize Pack to one of the nearly 500 Passport participants.
 
Partnerships, events and offerings such as these led to nearly 27,000 unique visitors to NCBeerMonth.com during March and April (an increase of almost 8 percent as compared to 2016), and more than 15,000 uses of #NCBeerMonth resulting in 19 million potential impressions.
MST Communities Conference learns about marketing & Visit NC

At the MST Communities Conference in Elkin last week, Visit NC's Director of Tourism Marketing Mark Shore co-presented a session on "Marketing - How to use the trail as a port of entry into your community," with Laurie Paolicelli of Visit Chapel Hill. Other topics discussed during the two-day conference focused on the economic impact of trails, funding opportunities, case studies from other states, and the soon-to-open Heritage, Trails and Arts Visitors Center in Elkin. This year marks the 40th anniversary of the inception of the Mountains-to-Sea Trail.
Visit NC offers lodging trends information to Jacksonville tourism partners

Director of Tourism Research Marlise Taylor participated this week in a panel discussion in Jacksonville to discuss lodging trends and next steps for growth for the destination. She presented data on lodging trends in NC and how Jacksonville indicators compare to statewide statistics. The panel was put together by Randall Travel Marketing's Judy Randall, who recently completed work for the Jacksonville TDA. Other panel participants were NCRLA's Lynn Minges, Magellan Strategy Group's Chris Cavanaugh and Columbus, Ga., TDA's Peter Bowden. Meeting attendees included representatives from the Jacksonville TDA, city-county officials and chamber members in addition to other tourism-related partners.
A previous TRAC in Marion
TRAC coming to Granville County region next week

On May18, tourism-related businesses in the Granville 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 North Carolina's Tourism Resource Assistance Center (TRAC) is a community-based training program designed to help small tourism-related businesses. TRAC will be 10 am - 2 pm at Cedar Creek Gallery, located at 1150 Fleming Road in Creedmoor.

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 North Carolina'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 North Carolina 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.
Gaster featured in industry magazine for Q & A

NC Film Office Director Guy Gaster is featured in Beyond Cinema's "The Commish," a Q & A segment regularly done with film commission leaders. Gaster discussed film projects that have best showcased the state, in addition to the economic impact of filming in North Carolina and how that allows residents to see how local businesses are affected. Gaster also mentioned how visitors are still coming to tour notable sites from memorable films. Beyond Cinema is an international publication, with a circulation of 60,000, that's mailed to industry producers, directors, executives and guild members, in addition to being distributed at international markets and films festivals, such as Cannes in France.
GSMNP among 'Best Hikes in America'

Last month, Travel & Leisure included the Great Smoky Mountains National Park in its "Best Hikes in America." The online article noted, "Great Smoky Mountains National Park in Tennessee and North Carolina is world-renowned for its diversity of plant and animal life and sprawling mountains to hike and explore. The park even has a "Hike the Smokies" challenge, which rewards hikers who have explored 100+ miles of the park with exclusive mileage pins. The park has miles of official and backcountry trails with views of waterfalls and old-growth forests."
The Durham Hotel among 'Best new hotels in the US South'

CNN's Travel Insider included The Durham Hotel in Durham among its "Best new hotels in the US South." Of The Durham, the article said, "In 2015, The Durham Hotel opened in a former Home Savings Bank, designed by architect Perry C. Langston and erected in 1968... In downtown Durham, the hotel's sleek roof deck view is spectacular enough to attract a surprisingly large crowd of locals and visitors for open-air yoga classes. In-room details and amenities are heavily - and thoughtfully - North Carolina-based: Commissioned artwork is by three local artists (Ashlynn Browning, Martha Clippinger, and Heather Gordon), beds are draped in custom blankets by Raleigh Denim (available for purchase), even minibar items are curated by NC Made." In the entryway to the hotel there's a magazine stand that sells vintage vinyl from Durham's Merge Records.
Twin City RibFest, Lexington Barbecue Festival noted in barbecue season photo gallery

USAToday.com touts "Barbecue Festivals are back this weekend," noting "Barbecue season is back, and America's annual festivals, competitions, cook-offs and events kick off this weekend" Two North Carolina festivals are included in the accompanying 25-picture photo gallery. Of Salem Smiles Twin City RibFest in Winston-Salem, the caption says, "he Salem Smiles Twin City RibFest returns to Winston-Salem, N.C., June 1-4 with a variety of smoked meats from five barbecue makers."  Of the Lexington Barbecue Festival, "Lexington, N.C. hosts its free annual Barbecue Festival on October 28. "Lexington-style" barbecue is available, along with a wine garden and a variety of activities."
Surveys, Industry, Marketing & Travel Trends

Online reviews help independent hotels steal business from chains - In the hotel business, brand names mean a lot less than they used to, reports The Wall Street Journal. That is the conclusion of a recent study an assistant professor at UCLA Anderson School of Management. By looking at hotel revenue and reviews, he found that while chain hotels still have more sales than independent ones, the margin is narrowing considerably. And the change is largely driven by the growth of online reviews and ratings. Independent hotels got more of a revenue bump than branded hotels from factors such as the number and types of reviews they receive. Online reviews might be "leveling the playing field between chains and independent businesses," he says. For instance, if an independent hotel gets 10 reviews on average, this translates to about 1.7 percent higher revenue, while for a chain it increases revenue only by 0.7 percent, he says. Website reviews had the greatest impact on hotels with a long-term low-quality rating - as measured by AAA's diamond ratings - and those in small markets.
 
Multicultural meetings and events will be key as minorities become the majorityWith the United States poised to become a minority-majority country by 2040, multicultural markets are no longer a niche outreach business target for convention & visitors bureaus and destination marketing organizations, reports Skift. From Fort Lauderdale to New York City, tourism entities are reaching out to a broader clientele than they might have done in years' past. "With the growing changes in the demographics, our destination is now [comprised of] more than 54 percent individuals of color," said a representative with Greater Fort Lauderdale CVB. "This market segment also travels when our hotels need the business the most, and it supports good economics." Interviews with tourism show that the hallmarks of success for convention and visitors bureaus around the country that have increased meetings business from diverse groups include recognizing changing demographics; responding to the political climate and national news; involving the local multicultural community; having a dedicated budget plus long-term commitment, and thinking ahead about the next generation that will make up the travel industry.
 
Powered by brands, lifestyle hotels are having a moment - What's driving the convergence of lifestyle brands and hotels? It's a movement unlike anything else in the hospitality landscape, with brands like West Elm, Equinox, Exhale Spa, and Restoration Hardware carving out their own lucrative niches, reports Hotel Business. "For West Elm, the conversation started three years ago of a way of building the brand," said a principal with West Elm Hotels, a new brand set to debut hotels in Charlotte, Detroit, Minneapolis, Indianapolis, and Savannah in late 2018. "We asked, 'Who is using the product and what are they using it for?'" The company was approached by larger hotel companies to do a brand within one of their tiered brands. "I personally call myself an innkeeper," he continued. "It's about bringing someone into your neighborhood and showing them what they can experience and what's around, but it's coming from the knowledge, professionalism and the quality of a company like West Elm. We're not going to be hoteliers; we're going to sign a joint venture agreement with a hotelier and create a hotel that way." The rise of lifestyle hotels powered by luxury brands is nothing new, but what makes this round fresh is the approach and the notion of taking hospitality back to its roots. Keying in on this theme of old-school hospitality and simpler times, executives on a panel concluded that travelers - millennials to baby boomers - while characteristically different, do want similar things: authenticity, a feeling of connectedness and distinctive experiences.
 
The future is a pastime - "Play Ball!"  Uttered around the world as part of a great sports tradition, those two words reverberate across stadiums, parks, backyards and blacktops, reports Sports Planning Guide. They're also part of the fabric of the growing $9.45 billion business of sports tourism, where games of the future are also a pastime. Founded in 2015, Drone Racing League (DRL) is a counterculture sport a la X Games, robotics and eSports. Equipped with its own race specialists and drone engineers, DRL has its sights set on being the premier league for drone racing. "We are a professional sport," says a DRL representative. "DRL is the sport of the future. We produce live events that are held to the same standard as NASCAR or Formula 1." While DRL represents an industry shift toward the impact of premier event production and brand awareness, the rep says its successful entry has come down to relationships and finding the right partnerships.
 
Craft coffee is poised to create a more interesting hospitality experience - During the past several years, almost every conceivable surface area of hospitality has been examined and re-invented. Some for the good, some for the bad, notes Skift. There's the more extraneous elements, like pillow menus and initiatives started with a cynical public relations headline in mind, but then there are also huge advancements in things like customer relationship management, the check-in process and also the ability to stream your own media in your room. Even food and beverage has evolved. But one of the largest areas of consumer interest, craft coffee, has been missing. One of the most contradictory experiences can be staying in a fantastic hotel that still manages to serve up a cup (or a pot) of lackluster coffee for a hefty sum. One-third of adult consumers drink specialty coffee, up from one in four just five years ago. Consumption of specialty tea, like matcha and tumeric, is also surging.
Tourism meeting planners going green

Attracting green-minded meeting attendees is easier if a business adopts sustainability practices. Here are some ways in which meetings can be designed to show just how green a site can become more sustainable. For meeting planners, if the meeting is off-site, select a meeting space known for its sustainable practices, such as a hotel, restaurant, park or other green-certified or recognized business. Going green may also mean holding the meeting outdoors to help attendees think outside the box and become rejuvenated, which may lead to more creative thinking. Recommend that attendees carpool, bike, walk or use mass transit. If a meal is included with the meeting, select sustainably and locally sourced foods, fair-trade and sustainable coffee and tea products. Create a waste-free meal. Use ceramic mugs and reusable cups and dinnerware for meals to eliminate plastic bottles and disposables. Make sure that the meeting venue has recycling containers available for attendees. Recommend that attendees go paperless by taking electronic notes and eliminating/reducing handouts. Have presenters use PowerPoint or other electronic presentations so attendees can be emailed copies of any presentation. If printed materials must be used, double-side all copies, have attendees share copies, and use recycled paper for handouts. Visit the Green Meetings Industry Council website to learn more about holding sustainable meetings. For further information about green meetings and becoming more sustainable, contact ECU Center for Sustainability Partnership Coordinator Kamara Jones at (252) 737-4312, or NC GreenTravel Initiative Manager Tom Rhodes at (919) 707-8140.
On North Carolina Weekend for the week of May 11, enjoy a tour of Swansboro. Play a game of volleyball or catch a meal at Capt'n Bill's Backyard Grill in Wilmington. See what's in bloom at Multiflora Greenhouses in Hillsborough. Relax at The Sunnybank Inn in Hot Springs. And tempt your taste buds at Simply Natural Creamery in Ayden. (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.
Room supply in North Carolina continues to grow. Room supply (number of commercial room nights available for sale) was up in six of the seven North Carolina prosperity zones in 2016, particularly in the Western Region (+3.0 percent). For more North Carolina lodging information, visit Lodging Reports, or contact Tourism Research Director Marlise Taylor at (919) 447-7748.

Upcoming Industry Meetings & Events

Through May 13 - National Travel and Tourism Week, nationwide
May 9 - Visit NC T&T Board Meeting, Raleigh
May 10-11 - MPI-CC Annual Meeting, New Bern
May 18 - Visit NC TRAC, Granville County
May 24 - High Country Host Annual Meeting, Linville
June 2 - NC Sports Assn. Meeting, Wilmington
June 3-7 - US Travel Assn's IPW, Washington, DC
June 6 - HSMAI-NC Meeting, Charlotte/Raleigh
June 15 - NC Coast Host Annual Meeting, Kenansville
July 20 - Visit NC TRAC, Mount Airy
July 23-24 - AENC Annual Meeting, Winston-Salem
July 27-28 - MPI-CC Meeting, Winston-Salem
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