2016-17 second quarter stats visitor center...2016-17 second quarter visitor center report | page 2...

THE CHEHALEM VALLEYVISITOR CENTER 2016-17 Second Quarter Report

2016-17 Second Quarter Visitor Center Report |

Chamber and Visitor Center Move2119 N Portland Rd., Newberg, OR

The Chehalem Valley Chamber and Visitor Center successfully moved to their new location at 2119 Portland Road on October 10th. The new location features more individual office space and lighted signage to welcome visitors traveling either direction on Highway 99W.

2016-17 SECOND QUARTER STATS

Web Visits: 4,202

Visitor Center Traffic: 2,292

Newberg Participates in Travel Oregon Listening SessionFeedback is used to help Travel Oregon shape industry priorities

Todd Davidson, CEO of Travel Oregon traveled to Yamhill County on October 13th to gather input from tourism stakeholders in Yamhill County. Sheryl Kelsh represented Newberg at the discussion. The following is a summary of the key discussion points from the Newberg group to Travel Oregon staff. The feedback will be used to help Travel Oregon shape industry priorities.

• Lack of capacity to convene and manage projects • Congestion reduction and alternative transportation options • Decrease seasonality of visitation • Education and training of frontline staff • Effective collaboration with public land and transportation agencies • Ensure all lodging providers are collecting/remitting TRT appropriately • Leverage Travel Oregon’s marketing campaigns/programs • Visitor way-finding and signage



Willamette Valley is Wine Enthusiast’s 2016 Wine Region of the YearNovember 10, 2016

Today, Wine Enthusiast Magazine, an esteemed, internationally-recognized wine publication for oenophiles, announced Oregon’s Willamette Valley as its 2016 Wine Region of the Year for its annual Wine Star Awards. The Wine Star Awards are viewed as some of the most influential in the wine industry. Each year since 2000, the editors of Wine Enthusiast recognize and celebrate individuals, companies and regions that have made exceptional achievements and contributions in the wine world. Other 2016 nominees for Wine Region of the Year included Champagne, France; Crete, Greece; Sonoma County, California and Provence, France. “We are humbled by this award, especially as we also acknowledge the great regions who were also nominated for Wine Region of the Year,” said Sue Horstmann, executive director of the Willamette Valley Wineries Association. “This award validates all of the hard work of each and every winemaker in the Willamette Valley over the course of our 50-year history. Our region is now the epicenter of Oregon’s $3.35 billion dollar per year wine industry with more than 500 wineries. And in many ways, it’s just getting started.”

Chamber Solicits RFQ for Website SEOStrategies include PPC advertising

The Chehalem Valley Chamber is soliciting quotes from vendors who can assist with SEO for the tourism site. The CVCC recently redesigned the website and as part of their Destination Marketing Plan will now hire an experienced SEO firm/consultant to increase the visibility and accessibility of the tourism site for Newberg. Strategies include PPC (pay-per-click) advertising through Google Adwords.



Longwoods Publishes the Willamette Valley Regional Visitor ReportThis current report includes travel stats from 2014 and 2015

Longwoods International began tracking American travelers in 1985, and has conducted large-scale visitor research quarterly since 1990. It is currently the largest ongoing study ever conducted of American Travelers. Travel Oregon contracts with Longwoods International to provide an annual report on visitors to each of Oregon’s seven tourism regions. The report provides estimates of 2015 overnight visitor volume and travel expenditures. It also provides strategic intelligence about the Willamette Valley Region’s overnight travel market including: Key sources of business, visitor profiling and trip characteristics.

Key Findings:

Total Overnight Trips to Oregon in 2015 = 33.1 Million Spent time in the Willamette Valley Region = 16% or 5.3 Million

The Willamette Valley Region’s Overnight Travel market – by Trip Purpose:

53% Visit Friends or Relatives 7% Business 40% Marketable* *This equates to 2,120,000 Trips that destination marketers compete for in the Willamette Valley

2015 Overnight Spending by Sector 2015 Willamette Valley Region Spending = $706 Million

2017 Longwoods ReportWillamette Valley Visitor Report

(click to view full .pdf)

2015 Willamette Valley Region Spending = $706 Million

Lodging

30%$211 Million

Recreation

9%$62 Million

Transportation

15%$109 Million

Retail

19%$135 Million

Restaurant Food & Beverages

27%$189 Million

http://industry.traveloregon.com/content/uploads/2016/11/Oregon-Willamette-Valley-Region-2015-Visitor-Final-Report.pdf



Main Purpose of Marketable Trip–WV vs State

State Origin of Overnight Trip



15

28

25

23

11

7

3

2

1

<1

23

15

27

13

10

6

1

1

2

0 10 20 30Percent

Base: Overnight Marketable Person-Trips

Outdoors

Special Event

Touring

City trip

Resort

Casino

Golf trip

Theme park

Skiing/Snowboarding

53

13

11

2

2

0 20 40 60

Percent

Oregon

California

Washington

Arizona

New York


More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything in advance

4

19

18

15

31

13

4

18

19

17

31

11

0 20 40Percent

*New in 2015, data is from 2015 onlyBase: Overnight Marketable Person-Trips

Willamette Valley Oregon 2015




Season of Trip

Length of Trip Planning*



21

28

33

18

22

25

31

22

0 10 20 30 40

Percent

January–March

April–June

July–September

October–December



6-12 months

3-5 months

2 months

1 month or less


4

19

18

15

31

13

4

18

19

17

31

11

0 20 40Percent




6-12 months

3-5 months

2 months

1 month or less


4

19

18

15

31

13

4

18

19

17

31

11

0 20 40Percent








Trip Planning Information Sources*

27

22

21

18

16

15

10

9

7

Willamette Valley

*New in 2015, data is from 2015 only

Advice from relatives or friends

Destination websites

Social Media

Hotel or resort

Airline/commercial carrier

Online travel agencies

Travel company websites

Lodging sharing websites

Travel guide/other books

Auto club/AAA

Travel Agent/Company

Visitors' bureau/gov tourism office

800/888 number

Magazine articles/ad

Newspaper articles/ad

TV program/ad

Travel/ski show or exhibition

Radio show/ad

7

7

6

5

4

4

2

1

1

0 10 20 30

Percent

-

-



6-12 months

3-5 months

2 months

1 month or less


4

19

18

15

31

13

4

18

19

17

31

11

0 20 40Percent








Additional Interesting Findings: • 91% of Visitors still using Desktop or Laptop for Trip Planning • 96% of Visitors use a Smartphone or Tablet during their trip • 70% of Visitors were influenced by Social Media • 45% of Visitors are AAA members • 31% are AARP Members • 48% Male Visitors • 52% Female Visitors • Average Age of Willamette Valley Visitor is 49 vs. Oregon at 46 • 26% of Visitors to The Willamette Valley have income in excess of $100K compared to Oregon at 19% • The average visitor to the Willamette Valley Region stays 4 nights

Activities of Special Interest*


36

30

28

17

17

10

10

9

6

4

4

3

35

25

11

15

12

13

9

6

3

5

3

0 10 20 30 40Percent

Historic places

Cultural activities/attractions

Winery tours/Wine tasting

Exceptional culinary experiences

Family Reunion*

Brewery Tours/Beer Tasting*

Eco-Tourism

Traveling with grandchildren

Religious Travel*

Wedding*

Medical Tourism*More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less


4

19

18

15

31

13

4

18

19

17

31

11

0 20 40Percent






Second Quarter Tourism Promotion Summary

3 TOURISM INDUSTRY MEETING Board Meeting for the annual Travel & Words conference that will be held in April 2017. Sheryl Kelsh was invited to serve as a Board representative for Destination Marketing Organizations from Oregon/Washington/Idaho. The Board position will include the opportunity to exhibit at the conference and have access to pitch stories to over 100 Travel Writers that attend.

3 PRESS “Wine Lover’s Guide to The Willamette Valley,” Fodor’s Travel. Featuring The Allison Inn and Spa in Newberg and stops in Dundee and McMinnville.

6 FAM TOUR PLANNING Confirm appointments and activities for Travel Oregon FAM tour scheduled for October 20,21.

10 TOURISM INDUSTRY MEETING Travel Yamhill Valley Board Meeting

13 TOURISM INDUSTRY MEETING Travel Oregon Listening Session with Youngberg Hill and Travel Oregon CEO, Todd Davidson. Provide feedback on statewide tourism plan and the state of tourism in Yamhill County.

20 FAM TOUR Host Travel Oregon Familiarization tour for 7 travel professionals: Breakfast at The Allison/JORY, helicopter tour by Newberg’s Precision Helicopters, afternoon coffee cupping at Caravan Coffee, and a winemakers dinner at The Four Graces.

21 TOURISM INDUSTRY MEETING Meet with Weiden & Kennedy staff to provide input on Travel Oregon’s rebranding efforts. Provide input on Newberg & Yamhill County tourism.

24 TOURISM INDUSTRY TRAINING Host OLCC training course for Newberg area and surrounding wineries at The Chehalem Cultural Center.

24 FAM TOUR PLANNING Coordinate FAM Tour details for European Press tour scheduled for January 20-21, 2017.

2 TOURISM INDUSTRY MEETING Willamette Valley Visitors Association Board meeting. Provide input for Yamhill County for regional tourism marketing strategy. Working on Airport promotion in the Sacramento airport to promote the Willamette Valley.

7 TOURISM INDUSTRY MEETING Willamette Valley Wineries Marketing Meeting—the purpose of the meeting was to share marketing initiatives across Yamhill County to determine in what ways we could work together.

8 FAM TOUR PLANNING Reschedule tour for Annabelle White from New Zealand. Coordinate interviews at The Allison, The Painted Lady and ROCO Winery.

14 TOURISM INDUSTRY MEETING Travel Yamhill Valley Meeting

30 PRESS “12 Best Wines of 2016,” Forbes Magazine. Article recognizes top 12 wines in the world calling out Adelsheim and Cristom from The Chehalem Valley.

TOURISM MEETING Willamette Valley Visitors Association Board Meeting

October

November



Second Quarter Tourism Promotion Summary, Continued

1 PRESS “Sabering the Holidays – Toast the Season with Sparkling,” Oregon Wine Press. Karla Erovick, who was hired by the Chehalem Valley Chamber is August is also a contributing writer for a variety of tourism/wine publications. Her comprehensive article promoting Sparkling Wine in the region was the front page article for the Oregon Wine Press.

2 PRESS “Unwinding in the Willamette Valley,” The Manual—an online publication for men. Features Argyle Winery, Antica Terra, Vista Balloons and The Allison.

4 PRESS “The Premier Willamette Valley Itinerary & Guide,” Winderlusting.com. This comprehensive article promoted a long list of tourism partners in the Chehalem Valley including: Recipe, The Allison, The Painted Lady, JORY and more.

4–6 TOURISM MEETINGS Attend the Oregon Destination Marketing Conference and the Oregon Tourism Commission Meetings.

8 TOURISM EDUCATION Coordinate location for Travel Oregon’s “Travel 101” session on February 6, 2017.

21 TOURISM INDUSTRY MEETING Travel Oregon Listening Session with Youngberg Hill and Travel Oregon CEO, Todd Davidson. Provide feedback on statewide tourism plan and the state of tourism in Yamhill County.

29 PRESS “Bubbles to Ring in the New Year,” Bend Bulletin. Article features Argyle, Kramer and Rallison wineries.

December



Budget: Q2 October–December, 2016

Q2 YTD 2015-16 BUDGET

REVENUE:

City of Newberg $34,386.99 $68,773.98 $137,000.00

City of Dundee $0 $0 $2,500.00

TOTAL REVENUES: $34,386.99 $68,773.98 $139,500.00

EXPENSE:

Personnel $16,596.00 $24,542.00 $62,000.00

Marketing $3,880.00 $12,364.00 $40,000.00

Overhead/Utilities, etc. $8,493.00 $38,081.00 $47,979.00

TOTAL EXPENSES: $28,969.00 $74,987.00 $149,979.00

NET INCOME: -$6,213.02

Note: Chehalem Valley Chamber is responsible for tourism expenses beyond the scope of budgeted revenues.

2016-17 second quarter stats visitor center...2016-17 second quarter visitor center report | page 2...

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