Full Text
Tourism Impacts in Cape May County Tourism Impacts in Cape May County Tourism Drives the Economic Engine in Tourism Drives the Economic Engine in Cape May County Cape May County Diane Wieland, Director Diane Wieland, Director Cape May County Department of Tourism Cape May County Department of Tourism ---PAGE BREAK--- 2006 Travel and Tourism Expenditures in Cape May County 2006 Travel and Tourism Expenditures in Cape May County (Data gathered by Global Insight for the N J Office of Travel & (Data gathered by Global Insight for the N J Office of Travel & Tourism March 2007) Tourism March 2007) Total dollars generated in Cape May County in 2006 was $4.854 Bi Total dollars generated in Cape May County in 2006 was $4.854 Billion. llion. Accom Accom Food Food Entertain Entertain Retail Retail Trans Trans $2.2 billion $2.2 billion $1.05 billion $1.05 billion $616.5 million $616.5 million $893 million $893 million $83 million $83 million ---PAGE BREAK--- Key Facts: Key Facts: Cape May County continues to place 2nd in tourism dollars genera Cape May County continues to place 2nd in tourism dollars generated ted with Atlantic County ranked 1st. with Atlantic County ranked 1st. 64% of Cape May County 64% of Cape May County’s economy comes from tourism, the highest in s economy comes from tourism, the highest in the state. the state. Cape May County Cape May County’s tourism expenditures grew by 9.3% or $215 million in s tourism expenditures grew by 9.3% or $215 million in 2006. 2006. Entertainment sector grew 60% and accounts for most of the total Entertainment sector grew 60% and accounts for most of the total increase in expenditures. increase in expenditures. 19.6% of the total statewide accommodations are in Cape May Coun 19.6% of the total statewide accommodations are in Cape May County. ty. 51% of the total statewide tourism expenditures come from Atlant 51% of the total statewide tourism expenditures come from Atlantic, ic, Cumberland and Cape May County combined. Cumberland and Cape May County combined. 45.4% of Cape May County 45.4% of Cape May County’s tourism expenditures come from the s tourism expenditures come from the accommodations sector. accommodations sector. ---PAGE BREAK--- The changing dynamics of the The changing dynamics of the tourism industry. tourism industry. We are no longer just a hotel/motel, B &B accommodation industry We are no longer just a hotel/motel, B &B accommodation industry. Nearly 5,000 hotel rooms or approximately 13% of the total rooms Nearly 5,000 hotel rooms or approximately 13% of the total rooms countywide have been lost in Cape May County since 2000. countywide have been lost in Cape May County since 2000. Condos, townhouses and vacation homes dominate the marketplace. Condos, townhouses and vacation homes dominate the marketplace. 7% of our visitors buck all travel trends and come from the sout 7% of our visitors buck all travel trends and come from the south. h. Second homeowners visit Cape May County throughout the year. Second homeowners visit Cape May County throughout the year. Second homeowner has diverse spending habits and spends more Second homeowner has diverse spending habits and spends more investing in home than other spending. investing in home than other spending. Visitors are traveling closer to home due to high energy costs. Visitors are traveling closer to home due to high energy costs. Canadian Travel will be up again in 2008 due to weaken US Dollar Canadian Travel will be up again in 2008 due to weaken US Dollar. ---PAGE BREAK--- Think Regionally, not locally. Think Regionally, not locally. 77% of our visitors come from 77% of our visitors come from outside of New Jersey. outside of New Jersey. The top 5 markets are The top 5 markets are… 27% 27% 23% 23% - New Jersey New Jersey 19% 19% - New York New York 7% 7% - Maryland Maryland 4% 4% - Connecticut Connecticut ---PAGE BREAK--- Visitor Profile Visitor Profile 46% Traveled with a spouse 46% Traveled with a spouse 23% traveled with children 23% traveled with children 10% traveled with other family members 10% traveled with other family members 2.3 vacations taken each year to CMC 2.3 vacations taken each year to CMC 66% return visitors 66% return visitors 5 day 5 day – average length of stay average length of stay $290 average per person daily expenditure $290 average per person daily expenditure 54% between the age of 35 54% between the age of 35-54 54 24% earned between $50k 24% earned between $50k – $74k $74k 26% earned between $75k 26% earned between $75k - $100k $100k 12% earned between $100k 12% earned between $100k - $150k $150k 6% earned over $150k 6% earned over $150k ---PAGE BREAK--- Visitor Profile (cont.) Visitor Profile (cont.) 71% went to the beach 71% went to the beach 62% went to the boardwalk 62% went to the boardwalk 46% went shopping 46% went shopping 46% went fishing 46% went fishing 30% went boating 30% went boating 20% went to a special event 20% went to a special event 20% went golfing 20% went golfing 17% went biking 17% went biking ---PAGE BREAK--- Emerging Trends Emerging Trends Eco Eco-travel and conscientious consumption. travel and conscientious consumption. Providing a home Providing a home-away away-from home from home-cozy comfort cozy comfort ability ability Spa vacations or spa options that provide ways to Spa vacations or spa options that provide ways to make the visitor feel better. make the visitor feel better. ‘Togethering Togethering’ taking vacations with family and taking vacations with family and friends friends – reunions. reunions. Girl Girl-getaways or Man getaways or Man-cations cations ---PAGE BREAK--- Rentals are an important accommodation Rentals are an important accommodation choice in this marketplace. choice in this marketplace. 49.7% of all seasonal/rental properties in the 49.7% of all seasonal/rental properties in the entire state inventory are located in Cape May entire state inventory are located in Cape May County. County. 47% of all dwellings in Cape May County are 47% of all dwellings in Cape May County are considered second or vacation homes. considered second or vacation homes. Rentals generated $1.52 billion in Cape May Rentals generated $1.52 billion in Cape May County in 2006. County in 2006. Rental receipts are 2/3 of the total Rental receipts are 2/3 of the total expenditures generated by accommodations expenditures generated by accommodations sector in Cape May County. sector in Cape May County. ---PAGE BREAK--- Realtors have become our partners in Realtors have become our partners in managing the tourism industry. managing the tourism industry. – No one on site to manage the customer. No one on site to manage the customer. – No one to let the visitor know about the No one to let the visitor know about the attractions available. attractions available. – No need for the visitor to call or visit a No need for the visitor to call or visit a chamber of commerce or other tourism chamber of commerce or other tourism information center. information center. – Limited attraction and event information Limited attraction and event information available for rental visitors. available for rental visitors. ---PAGE BREAK--- Tourism Promotion is key to our success. Tourism Promotion is key to our success. The Cape May County Department of Tourism is a government suppor The Cape May County Department of Tourism is a government supported office ted office charged to promote Cape May County tourism and one of the only s charged to promote Cape May County tourism and one of the only such uch departments of its kind in the state. departments of its kind in the state. The mission of the Tourism Department is to promote out of marke The mission of the Tourism Department is to promote out of market to increase t to increase overnight and longer stays in Cape May County. overnight and longer stays in Cape May County. The marketing and promotion budget of the Department of Tourism The marketing and promotion budget of the Department of Tourism is $350,000 is $350,000 with 100% going to marketing and promotion efforts. with 100% going to marketing and promotion efforts. The CMC Tourism Department works closely with the Southern Shore The CMC Tourism Department works closely with the Southern Shore Region Region Tourism Council to promote the region as a diverse and exciting Tourism Council to promote the region as a diverse and exciting destination with destination with one message. one message. The Tourism Department is a destination marketing organization t The Tourism Department is a destination marketing organization that is not hat is not membership driven and does not operate like a chamber of commerc membership driven and does not operate like a chamber of commerce. e. The Tourism Department has a staff of 6 that handles all aspects The Tourism Department has a staff of 6 that handles all aspects of marketing of marketing and promoting the county. and promoting the county. 55,000 vacation packets were mailed in 2007 55,000 vacation packets were mailed in 2007 3,077 inches of publicity was generated in 2007 with pr value of 3,077 inches of publicity was generated in 2007 with pr value of $3.35 million. $3.35 million. ---PAGE BREAK--- Marketing tools Marketing tools Travel and Trade shows Travel and Trade shows Print and electronic advertising: visitor leads Print and electronic advertising: visitor leads Radio and television advertising Radio and television advertising Website (county and Website (county and Pod Casts Pod Casts Video on Demand Video on Demand Comprehensive Public Relations Program Comprehensive Public Relations Program – iPod iPod Press Kit Press Kit Annual destination research Annual destination research Official Destination Guide Official Destination Guide Annual Survey Annual Survey 25,000 plus photo library 25,000 plus photo library B-roll footage for television roll footage for television ---PAGE BREAK--- Marketing Partners Marketing Partners Key Stakeholder Network Key Stakeholder Network Cooperative Advertising Cooperative Advertising PR Assistance PR Assistance – FAM Tours FAM Tours Membership in the Southern Shore Region Tourism Membership in the Southern Shore Region Tourism Council Council – Annual dues $50 Annual dues $50 Calendar of Events Calendar of Events SNJ Vacationer SNJ Vacationer – Advertise and distribute Advertise and distribute Key Communicators/Indicators Key Communicators/Indicators Research assistance Research assistance Travel show cooperative Travel show cooperative ---PAGE BREAK--- Grant Options Grant Options Promote NJ as a Premier travel destination. Promote NJ as a Premier travel destination. Cooperative Marketing Grants available Cooperative Marketing Grants available – www.visitnj.org www.visitnj.org under industry news under industry news Grant allocation $2,000 to $25,000 Grant allocation $2,000 to $25,000 Revolving deadline Revolving deadline Open to all tourism organizations/attractions Open to all tourism organizations/attractions – Buzz words Buzz words Partnering and Cooperatives Partnering and Cooperatives Overnight stays Overnight stays Increased visitation Increased visitation Short term/long range goals Short term/long range goals Measurable results Measurable results Target audience/market Target audience/market demographics demographics ---PAGE BREAK--- Non Non-eligible items eligible items Wages & Benefits Wages & Benefits Hospitality expenses (entertainment, lodging Hospitality expenses (entertainment, lodging and transportation) and transportation) Fireworks Fireworks Capital Improvements & restoration, Capital Improvements & restoration, rehabilitation of sites, durable equipment. rehabilitation of sites, durable equipment. Organizations receiving cooperative marketing Organizations receiving cooperative marketing grants must include NJ Division of Travel and grants must include NJ Division of Travel and Tourism logo and mandatory statement Tourism logo and mandatory statement (supported in part through a grant provided by (supported in part through a grant provided by NJ Department of State, Division of Travel and NJ Department of State, Division of Travel and Tourism. Tourism. Visitnj.org Visitnj.org ---PAGE BREAK--- Grant Guidelines Grant Guidelines Types of grantable projects Types of grantable projects – Brochure Creation and Distribution Brochure Creation and Distribution ($2,000 ($2,000- $5,000) $5,000) – Advertising/Marketing an event Advertising/Marketing an event (up to $15,000) (up to $15,000) – General Marketing Plan General Marketing Plan (up to $25,000) (up to $25,000) – 25% in cash match 25% in cash match – non state source funding non state source funding – Grants are reviewed and approved approximately once Grants are reviewed and approved approximately once a month a month ---PAGE BREAK---