NORTH CAROLINA DIVISION OF TOURISM, FILM AND SPORTS DEVELOPMENT
Date: September 11, 2012
Client: North Carolina Tourism
Job number: 000289
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YEAR IN REVIEW
INQUIRY FULFILLMENT
DOMESTIC TRAVELERS
INTERNATIONAL TRAVELERS
TOURISM DEVELOPMENT
INDUSTRY RELATIONS
WINE
FILM
SPORTS
CONTACTS
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2011 THE YEAR IN REVIEW
North Carolina's tourism industry achieved new milestones in success in 2011, with each
of the state's 100 counties reporting increased visitor spending. Domestic visitors to
North Carolina spent a record $18.4 billion, and when combined with the growth in
international travel to the state, resulted in $19 billion in total visitor expenditures for
2011. This record spending directly supported 196,100 jobs with a payroll of $4.36 billion
and generated $1.52 billion in state and local tax revenues for reinvestment in
communities all across North Carolina.
Statewide partnerships with destinations, attractions, lodging and dining properties and
associations statewide remain key to North Carolina's success. Despite a marketing
budget ranking 27th out of the 50 states, North Carolina ranked sixth nationally in
overnight visitation in 2011.
Program Highlights for 2011
The Division launched a new marketing communications campaign in 2011, striving to
establish a more emotional connection between travelers and North Carolina. While
continuing to showcase the state's renowned scenic beauty and vibrant cities, the
"Deeper Connections" message strategy is well suited for sharing more stories about the
distinctive places, personalities and flavors that call North Carolina home.
The VisitNC.com family of websites attracted 3.87 million user sessions, a 5.48 percent
increase over 2010, and provided more than 1.14 million downstream referrals to North
Carolina industry partner websites.
The Division introduced a new mobile website promoting wine tourism, making it easier
for travelers and wine enthusiasts to plan their visits to the more than 100 wineries
across the state.
The Film Office continued to leverage the state’s 25 percent tax credit for film, television
and commercial production in its marketing, and collaborative efforts with partners
statewide led to more than 31,000 jobs and $241 million in direct spending during 2011.
Among many highlights was the filming of The Hunger Games in the Western and
Charlotte regions.
The Division’s partnership with the North Carolina Sports Association and NC Amateur
Sports continued to pay dividends with the state’s success in attracting sporting events
to small and large communities.
Tourism development outreach in small communities was strengthened through several
initiatives including the ongoing partnership with the NC Department of Transportation
and NC Department of Cultural Resources in the popular North Carolina Civil War Trails
program, an expanded schedule for the Division’s Tourism Resource Assistance Center
program and four regional Mid-Year Marketing Update sessions.
The Division continued its collaboration with East Carolina University's Center for
Sustainable Tourism and the Office of Economic Development to promote environmental
and social responsibility throughout the state's tourism industry, including use of a staff
member to help strengthen the state's leadership position in sustainability.
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Cooperative marketing programs with NC travel industry partners and effective
partnerships with in-state media associations resulted in an estimated $6 million in
incremental direct investment, in-kind support and brand exposure for North Carolina
and VisitNC.com within and outside the state.
Please review the balance of this Annual Report for more details on the Division's 2011
program of work and accomplishments. We remain committed to our collaboration with
partners statewide to ensure North Carolina's continued growth and success as a
preferred travel, film and sports destination and positive economic force for the entire
state.
2011 RESULTS
Visitor Spending
• In 2011, domestic visitors to North Carolina spent a record $18.4 billion in the state, an
increase of 8 percent from 2010.
• Domestic visitor spending directly supported 187,900 jobs for North Carolina residents,
and the tourism industry directly contributed $4.18 billion to the state’s payroll in 2011.
• Traveler spending generated $2.8 billion in tax receipts ($1.3 billion in federal taxes,
$1.01 billion in state tax revenue and $560.5 million in local tax revenue).
Source: U.S. Travel Association
2011 Travel Volume
• North Carolina person-trip volume was 37.2 million in 2011. North Carolina ranked No. 7
in total domestic person-trip volume and No. 6 for overnight domestic person-trip
volume. Domestic person-trip market share was 3.8 percent (4.2 percent for overnight
visitors).
2011 Total State Rankings By Volume
1. California
2. Florida
3. Texas
4. New York
5. Pennsylvania
6. Ohio
7. North Carolina
8. Illinois
9. Michigan
10. Georgia
Average Trip Spending
• North Carolina overnight visitor parties spent approximately $576 per trip in 2011, up
14.7 percent from 2010. Out-of-state visitors spend significantly more than resident
visitors traveling within the state ($681 vs. $387).
• U.S. travelers on average spent $685 per trip in 2011.
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Average Overnight Trip Duration
• The average length of stay of North Carolina visitors was 3.5 nights in 2011, up from 3.3
in 2010. Resident visitors spent an average of 2.5 nights, while out-of-state visitors
spent 4.0 nights on average, an increase from 3.8 in 2010.
• U.S. travelers spent an average of 3.3 nights per trip.
NC’s Top Activities for Overnight Visitors
NC 37%
VA 9%
GA 7%
SC 6%
FL 6%
TN 4%
PA 4%
NY 4%
OH 3%
NJ 3%
MD 2%
TX 2%
NC’s Top Activities for Overnight Visitors
Visiting relatives 36.3%
Shopping 21.4%
Visiting friends 18.1%
Beach 15.7%
Rural sightseeing 15.2%
Fine dining 13.8%
Historic sites/churches 10.0%
Urban sightseeing 8.5%
State/national park 8.5%
Museums 7.5%
Wildlife viewing 6.3%
Old homes/mansions 5.3%
Art galleries 3.9%
Hiking/backpacking 3.8%
Nightclub/dancing 3.8%
Gardens 3.8%
Nature travel/ecotouring 3.2%
Golf 3.1%
Fishing (fresh or saltwater) 2.8%
Casino/gaming 2.9%
Special events/festivals 2.7%
Bird watching 2.3%
Camping 2.3%
Wine tasting/winery tour 2.2%
Biking 2.0%
Spa/health club 2.0%
Youth/amateur/collegiate sporting events 1.7%
Theme park 1.7%
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Theater/drama 1.5%
Zoos 1.5%
2011-2012 BUDGET OVERVIEW
For fiscal year 2011-2012, the North Carolina Division of Tourism, Film and Sports
Development was funded by appropriations from the legislature in the amount of $12.75
million, including approximately $1.8 million for the state's nine Welcome Centers.
Media Purchase & Production $4,200,000
Personnel & Administration 2,450,000
Welcome Centers 1,800,000
VisitNC.com Development &
Maintenance
1,500,000
International Marketing (Canada,
Germany, U.K.)
653,500
Film Office Marketing 100,000
Inquiry Fulfillment 300,000
Public Relations 500,000
Domestic Sales Promotion 350,000
Industry Relations 100,000
Research 200,000
Printing & Production 100,000
Wine Tourism 500,000
Total $12,753,500
Projected State Tourism Office Budgets 2011-2012
According to the U.S. Travel Association of America, North Carolina, with a budget of
$10.5 million, ranked 27th in projected state tourism office budgets.
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INQUIRY FULFILLMENT
1-800 VISIT NC
In 2011, the Division of Tourism received 3.6 million inquiries and mailed 137,153 NC
Travel Guides to potential visitors.
Reader Service 137,153
1-800-VISITNC Calls 23,028
Web Inquiries 3,637,401
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Total 3,803,582
VISITNC.COM
Overview
As the state’s official travel website, VisitNC.com hosted 3,873,377 user sessions, a
5.48 percent increase from 2010. VisitNC.com generated a total of 2,965,941 web
inquiries in 2011.
Key 2011 VisitNC.com Performance Indicators
• 221,396 site visitors participating in sweepstakes
• 53,304 Travel Guides ordered from website
• 145,406 downloads of virtual brochures
• 100,180 downloads of itineraries
• 111,015 new subscriptions to eNewsletters
• 1,176,341 searches performed
• 16,569 clicks to view online Travel Guide
• 1,140,668 clicks to partner websites
Electronic Communications
Relationships with visitors and prospective visitors are enhanced and strengthened
through a number of electronic opt-in initiatives promoting destinations, attractions, new
experiences, upcoming events and special offers that make a trip to North Carolina more
attractive. The Events eNewsletter has been particularly successful. Its rapid growth to
more than 78,000 subscribers reflects the increasingly important role special events play
in sparking leisure travel.
Display (Banner) Advertising
93 participating partners
120 display ads
9,779,921 total impressions
54,479 clicks to partner sites
0.61 percent click-through rate
Virtual Brochures
79 virtual brochures
65,998 downloads
Featured Event Listings
39 participating partners
124 total featured events
213,942 views of featured events
27,456 clicks to partner sites
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Sweepstakes
14 participating partners/16 sweepstakes
221,396 total entries
Most Popular Sweepstakes
1. Carolina Beach in June
2. Smoky Mountain Host in August
3. Wrightsville Beach in March
International
Complementing VisitNC.com, five custom microsites appeal to prospective travelers in
the markets that continue to be top international priorities for the Division.
UK.VisitNC.com
17,156 visits
34,739 page views
2.02 average number of page views per visit
1:35 minutes, average visit duration
Microsite complemented by 22,997 additional visits directly to VisitNC.com from U.K.
travelers
DE.VisitNC.com
14,416 visits
34,841 page views
2.42 average number of page views per visit
2:28 minutes, average visit duration
Microsite complemented by 8,635 additional visits directly to VisitNC.com from German
travelers
JP.VisitNC.com
8,692 visits
16,901 page views
1.94 average number of page views per visit
1:34 minutes, average visit duration
Microsite complemented by 6,326 additional visits directly to VisitNC.com from Japanese
travelers
MX.VisitNC.com
22,112 visits
41,004 page views
1.85 average number of page views per visit
1:20 minutes, average visit duration
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Microsite complemented by 3,103 additional visits directly to VisitNC.com from Mexican
travelers
QC.VisitNC.com
13,333 visits
30,595 page views
2.29 average number of page views per visit
1:52 minutes, average visit duration
Microsite complemented by 74,638 additional visits directly to VisitNC.com from
Canadian travelers
Search Engine Marketing
VisitNC.com
9,869,187 total impressions
59,349 total clicks
$1.25 average cost-per-click for these leads
VisitNCWine.com
185,785 visits in 2011
4.07 average page views per visit
4:39 average time spent on site
97,119 clicks to partner sites in 2011
Media.VisitNC.com
23,165 visits in 2011
2.08 average page views per visit
1:35 average time spent on site
SportsNC.com
10,900 visits in 2011
1.51 average page views per visit
0:38 average time spent on site
NCFilm.com
103,183 visits in 2011
3.18 average number of page views per visit
2:10 average visit duration
DATABASE AND WEB MANAGEMENT
WELCOME CENTERS
North Carolina’s nine Welcome Centers hosted 7,102,513 visitors in 2011. A breakout of
the number of visitors by Welcome Center location is below:
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2011 Welcome Centers – Estimated Visitors
I-95 S 1,132,766
I-95 N 1,569,637
I-85 S 631,445
I-85 N 627,160
I-77 S 292,835
I-77 N 965,809
I-40 W 953,262
I-26 W 279,134
I-26 E 650,465
TOTAL 7,102,513
The I-95 North Welcome Center continues to be the most visited, hosting 1,569,637
travelers in 2011.
Welcome Centers registered 13,250 visitors from other countries, including 7,732 from
Canada.
In 2011, Welcome Centers booked 17,593 room nights, representing total revenue of
over $1.4
million, with an average rate of $81.86 per room night.
PUBLICATIONS
The Official 2012 North Carolina Travel Guide was the primary fulfillment piece
provided to potential travelers to and within the state.
• This 174-page publication, published in December 2011, featured the state’s
mountain, piedmont and coastal regions with listings for 831 attractions and
3,939 accommodations.
• The cover featured a stunning sunrise at Johnnie Mercer’s Pier in Wrightsville
Beach.
o 600,000 copies were produced at no cost to the Division or the taxpayers
of NC.
o 126 partners placed advertisements in the 2012 NC Travel Guide.
The Division also launched several new videos for the online version of the Travel
Guide. By incorporating rich media, animated digital ads and embedded video features,
the digital guide reaches and engages North Carolina’s core customer with a unique
online experience.
• 29,942 different visitors accessed the online guide for an average of 2,495 per
month.
• Visitors viewed a total of 530,353 pages, for an average of 44,196 page views
per month.
• Each visitor spent an average of 11 minutes with the 2011 digital guide, viewing
an average of 28 pages per visit.
NewsLink
• E-mailed weekly to almost 2,300 subscribers, legislators, economic developers
and media.
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• In 2011, NewsLink covered 752 stories within the 52 weekly and three “Special
Edition” issues.
• NewsLink provided timely information on tourism-related research, statewide and
international trends, media leads, updates on conferences and events plus other
items of interest to those in the tourism field. There is no subscription charge for
this e-newsletter, and it is available to anyone with a valid e-mail address. It is
only sent to those who have requested the e-newsletter.
DOMESTIC MARKETING
American Bus Association (ABA) Marketplace
January 2011, Philadelphia, PA
One of the premier industry events for the group travel industry, allowing Buyers and
Sellers to meet face-to-face in pre-scheduled appointments. In addition to the quality
appointments, Marketplace offers professional education seminars and numerous
networking opportunities.
o Teamed with Visit Charlotte to host a Marketplace Luncheon for all delegates.
o Teamed with 37 in-state partners to host 25 tour operators for dinner.
o Conducted 29 appointments with tour operators during the week, promoting group
travel throughout the state.
Travel South Showcase
February 2011, Atlanta, GA
Showcase is a regional appointment-style marketplace focused on increasing travel to
and within the Southern states. Showcase offers the most targeted opportunity for tour
operators / wholesalers and travel service providers to meet face to face with Southern
travel suppliers.
o Teamed with 15 travel industry partners, conducted strategic, business development
meetings with more than 275 tour operators from more than 30 states plus Canada,
the United Kingdom, Brazil and Japan.
o Briefed domestic and international media and tour operators, focusing on what’s new
with the state’s tourism products and on North Carolina’s position as a travel
destination market leader.
Familiarization Tours
o Annual Blue Ridge Parkway FAM Tour – Partnered with Virginia and Tennessee to
host a seven-day tour of the Blue Ridge Parkway with 26 AAA and CAA
representatives from the United States and Canada. Spent three days with group in
Cherokee, Asheville and the High Country.
o Post-Travel South FAM (1) – Group of 16 tour operators and travel writers spent
three days touring Charlotte, Cabarrus County and Rock Hill, SC.
o Post-Travel South FAM (2) – Group of 14 tour operators and travel writers spent
three days touring Shelby, Asheville and the Blue Ridge Parkway.
ADVERTISING
Print
Print advertising garnered more than 23,479,491 million impressions for the Division,
with placements in more than 20 different publications. Top-performing publications
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included Better Homes and Gardens, Good Housekeeping, Southern Living, Garden &
Gun, New York Times Magazine and O, The Oprah Magazine.
Interactive
A growing interactive plan incorporated search, CPM and CPC initiatives designed to
drive traffic to VisitNC.com. Strongest-performing traffic drivers include Yahoo!
Messenger, TripAdvisor, and weather.com. Custom eBlasts using subscriber lists from
media outlets like Budget Travel, Sherman’s Travel and Family Fun support monthly
sweepstakes.
Digital
As the core audience’s behaviors have shifted more toward research and booking
online, the Division’s digital plan has become more focused.
Display advertising drove traffic to VisitNC.com with the ultimate goal of achieving user
activity: generating downstream traffic to partner sites, requesting a travel guide, opting
in to an email subscription, participating in a sweepstakes, downloading a virtual
brochure and downloading itineraries. Seasonal display media buys in Fall 2011
promoted the North Carolina brand on publishers and networks including TripAdvisor,
Travel + Leisure, Casale Media, Adara Media, Ad.com / AOL, Interclick, and
Weather.com. Buys included rich media as well as standard Flash creative to attract
users by showcasing the unique experiences to be found in North Carolina. The digital
plan also included paid search.
Cooperative Programs
The Division negotiated favorable rates with leading travel, lifestyle and special interest
publications to provide partners with cost-effective opportunities to broaden the reach of
their own advertising efforts. Thirty partners were showcased in magazine insertions in:
• Better Homes and Gardens
• Family Circle
• Food & Wine / Travel + Leisure
• Good Housekeeping
• The New York Times Sunday Magazine
• O, The Oprah Magazine
• Southern Living
• Garden & Gun
• Outside Magazine
• Civil War Traveler
Golf Marketing
With more than 550 golf courses statewide, North Carolina is a leading destination for
golf travel. The microsite Golf.VisitNC.com was merged into VisitNC.com as a featured
journey to provide golf enthusiasts the full advantage of the complementary travel
planning content on the main site. Partnerships with the Brunswick Islands, Currituck
Outer Banks, the Pinehurst/Southern Pines/Aberdeen Area CVB and Pinehurst Resort
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added greatly to the program’s overall reach and impact. The 2011 campaign
emphasized interactive media including The Golf Channel family of websites and public
relations. The subscriber base for the monthly golf eNewsletter grew to 19,985, and six
golf-related sweepstakes generated a total of 65,321 entries.
In-state Marketing Initiatives
While out-of-state visitors tend to stay longer and spend more when visiting the state,
North Carolinians are also a point of focus within the Division’s program. Residents
typically comprise approximately one-third of annual visitation, and partnerships with the
North Carolina Association of Broadcasters, the North Carolina Press Foundation and
UNC-TV remain key to the Division’s ability to cost-effectively reach more than nine
million prospective travelers in the state’s own backyard.
North Carolina Association of Broadcasters
• Member television stations aired 4,167 Division spots representing a value of
$400,108.
• Member radio stations aired 33,890 spots representing a value of $1,462,358.
North Carolina Press Foundation
• One hundred twelve papers published 890 ads representing a value of
$670,468.31.
UNC-TV
UNC-TV’s award-winning team produced 52 weekly episodes of its popular show North
Carolina Weekend during the past year. Each episode was broadcast statewide three
times weekly with a potential audience of more than 10.6 million citizens of all ages,
ethnic backgrounds and income levels in North Carolina and portions of Virginia, South
Carolina, Tennessee and Georgia. The average rating for North Carolina Weekend in
the Triangle area is 0.8 or 0.6 of a ratings point above the PBS prime time average
rating of 1.3. The series featured more than 260 destinations, attractions and events
across the state.
Each of these valued in-state media partners also provided additional exposure online
for the state’s messaging and VisitNC.com.
PUBLIC RELATIONS
• In 2011, the Division hosted visits from nearly 50 journalists from around the
globe and assisted hundreds of travel writers and reporters on stories involving
travel to North Carolina.
• This work led to hundreds of articles, blog posts and broadcasts on North
Carolina, reaching an audience of more than 500 million people.
• The Division’s fall PR campaign, which included fall color, fall fishing and a broad
array of events and activities, generated coverage for North Carolina by creating
pitch videos of adventure spokespersons in all three regions of the state. The
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videos featured zip-lining, stand-up paddleboarding and a wild horse safari as
examples of fall adventures.
• Hosted pirate-themed group media tours of the coast for both Canadian and U.K.
travel writers. The group visited Wilmington, the Crystal Coast and the Outer
Banks.
• Led a media mission to the U.K. including several partners from across the state.
• Continually worked with state agencies and tourism partners during Hurricane
Irene in order to minimize its impact on travel.
More Highlights
New York Media Mission
The Division’s PR team led a successful media mission to New York City January 24-25.
The Division teamed with 20 partners from across the state to host 60 members of the
media at an evening reception showcasing the best of North Carolina for 2011. In
addition, Division staff and tourism partners participated in desk-side visits at select
publications. Throughout the mission, staff and partners met with key travel and lifestyle
producers, writers and editors, and shared what’s new in North Carolina. The event
marked the Division’s fourth annual NY mission.
Charlotte Media Mission
Assistant Sec. Lynn Minges and the Division’s PR team hosted a successful media
event at Ballantyne Resort in Charlotte on April 29. The Division teamed with several
partners from across the state to host more than 30 media members at an evening
reception showcasing the best of North Carolina for 2011. The mission included in-state
media from Charlotte, Greensboro and Winston-Salem and out-of-state media from
Greenville, Spartanburg and Birmingham. At the event, the Division and partners met
with key travel and lifestyle producers, writers and editors, and also shared what’s new
in North Carolina.
Birmingham Media Mission
The Division hosted a dinner and presentation in December for editorial staff at
Birmingham-based Southern Progress publications, which includes Southern Living,
Coastal Living and Cooking Light magazines. Attendees included 11 top editors covering
topics such as travel, food, gardening, health and lifestyle. Assistant Sec. Lynn Minges,
Director of Tourism Marketing Wit Tuttell, and Public Relations Manager Margo Metzger
informed the editors of the latest news across North Carolina. The group discussed the
publications’ forthcoming digital media platforms, content changes and opportunities for
editorial coverage statewide. In addition, Minges and Tuttell met with Southern Living’s
new publisher to discuss marketing and advertising strategies and opportunities.
U.K. Coastal Media Tour
The Division teamed with tourism offices representing New Hanover, Carteret, Dare and
Currituck counties to host a group of five British travel writers on a press familiarization
trip in October. The trip focused on the Hollywood of the East, pirate treasures and
pristine coastal scenery. It included a tour of EUE Screen Gems Studios with visits to the
filming locations for Dawson’s Creek and Blue Velvet. The group also visited the Crystal
Coast for a chance to see treasures raised from Blackbeard’s ship and to climb Cape
Lookout. The trip culminated in the Outer Banks where the group learned about the
history of flight, participated in a hang-gliding lesson and went on a wild horse safari.
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Writers from the group represented many of the largest and most important publications
in the U.K., including The Daily Star, The Daily Mirror, The Mail Online, Manchester
Evening News and National Geographic Kids. Collectively these publications and
websites have a circulation of more than 100 million.
U.K. Media Mission
The Division continued its international PR efforts in July with a media mission to London
and Dublin led by Public Relations Manager Margo Metzger. Several industry partners
also attended the mission including representatives from the Cabarrus County CVB, Visit
Charlotte, Asheville CVB, Durham CVB and Grandfather Mountain. The group met with
31 national and regional media outlets, pitching story ideas and news about new
attractions, events and more.
Blackbeard Media Tour
The Division partnered with tourism offices representing Washington, Carteret, Hyde and
Dare counties to host a group of four Canadian and U.S. travel writers on a press
familiarization trip in June. The group met with historians and visited many sites
associated with North Carolina’s real pirate heritage, including the new Blackbeard
exhibit at the North Carolina Maritime Museum in Beaufort as well as the site of
Blackbeard’s demise on Ocracoke.
INTERNATIONAL TRAVELERS
Traffic to VisitNC.com from around the world continues to increase.
www.uk.visitnc.com & www.de.visitnc.com
2010 U.K. Germany
January 3,207 2,409
February 2,281 2,310
March 2,499 2,286
April 2,458 1,948
May 2,359 2,121
June 1,546 1,446
July 2,105 1,886
August 2,128 2,181
September 2,177 1,826
October 2,131 1,901
November 1,861 1,413
December 1,354 1,406
TOTAL 26,106 23,133
2011 U.K. Germany
January 2,290 2,282
February 2,242 1,794
March 2,097 1,618
April 1,830 1,282
May 1,021 815
June 528 574
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July 1,147 877
August 1,264 1,465
September 1,458 1,040
October 894 890
November 1,291 868
December 1,094 911
TOTAL 17,156 14,416
CANADA
Canada provides North Carolina’s highest number of international visitors. Ease of
access via highways and direct air service contributed to growth in the market.
• In the first three quarters of 2011, overnight visitation from Canada was 350,500,
up 14.5 percent from the same time period in 2010. More than 60 percent of
overnight visitors came from the province of Ontario and 25% came from
Quebec.
• Canadian visitors spent $105 million during the first three quarters of 2011, an
increase of 27 percent from 2010.
• Eighty-seven percent of Canadian visitors come for vacations/leisure or to visit
family and friends
• The average length of stay per visitor party is 3.7 nights.
Canadian Sales & Marketing Accomplishments
Trade results:
The Division developed a cooperative marketing plan with Total Vacations that features
Asheville, Charlotte, Greensboro, Winston-Salem, Raleigh and the Outer Banks.
Exhibited at the following trade shows:
- OMCA, held November 6-9 in Windsor, Ontario
- U.S. Travel’s International Pow Wow, held May 22-24 in San Francisco
Cooperative Marketing & Advertising Opportunities
• ATI/CAA – A new marketing agreement was formed in 2011 with ATI/CAA
o CAA/Travel Agent FAM hosted in North Carolina
§ As part of our agreement, ATI was to organize a CAA FAM. Due
to timing, ATI was unable to secure more than two agents,
therefore opening the FAM up to other travel agents to create a
Canadian Travel Agent FAM held in October 2011 to highlight
areas off of the highway. Educating agents with tools and
providing them firsthand experiences will allow them to
recommend and encourage North Carolina to their clients.
• Total Vacations – With the huge success of the first partnership in 2010 (before
the official program launched and co-op marketing, etc.), 89 passengers booked
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to NC with approximately 228 requests. More than 2,000 requests for the
destination in this period of time.
o 2011 partnership from Jan 2011- Nov 2011 resulted in 1,194 passengers
booked with over 3,000 requests.
o Continuation of participation with Total Vacations includes:
§ Inclusion in main brochure with a two-page spread
§ 12 exclusive eBlasts sent to more than 18,000 agents
§ 12 postings on Open Jaw
§ Two monthly promotions with incentives to book NC
§ Participation at five Ontario product launches
• Consumer E-Newsletters – Canadian office works with LGA to offer the monthly
sweepstakes to our Canadian database.
Consumer Promotions
Promotion – Twinings Tea “Trip for Two to Charlotte, North Carolina”
• Canadian office negotiated a promotion with Twinings Tea and Zoomer
magazine that ran from March 15 thru April 30, 2011 to target the snowbird
market. Online contest was seen on 50plus.com, 50 Plus newsletters,
Zoomer magazine newsletters and eBlasts.
• The Zoomer Media campaign received $81,698.52 in media value.
• We received 14,000 consumer contest entries.
Promotion – Twinings Tea “Ultimate Road Trip for Four”
• Canadian office negotiated a promotion with Twinings Tea and Zoomer
magazine that ran from Oct. 3 – Dec. 31, 2011 to target the family holiday
market. Online contest was seen on 50plus.com, 50 Plus newsletters,
Zoomer magazine newsletters and eBlasts.
• The Zoomer Media campaign received $99,000 in media value.
• We received 7,000 consumer contest entries.
CHUM-FM online – Father’s Day Adventure to North Carolina
• Canadian office set up an online promotion for a Father’s Day adventure on
the biggest Top 40 radio station in the Toronto area, CHUM-FM. The contest
ran for two weeks, ending June 15. The adventure was three nights and four
days in Raleigh, NC and included hotel, car rental, a Hurricanes hockey
game and other area attractions.
• The contest promoted during peak drive times on air.
Sales Mission
• The sales mission was held in two cities (Toronto and Montreal) in February.
• Inviting industry partners to the event allowed for them to participate in
training during the day and allowed them to meet one-on-one with
operators to discuss product and build relationships.
• Both events were a success and were joined at the reception by Canadian
media, which allowed for additional coverage to the state.
• The event was themed around BBQ and Southern hospitality.
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• Between Toronto and Ontario, there were 28 trade attendees.
Canadian Public Relations Results
Media Results:
• Twelve journalists visited the state
• Media coverage: circulation of 54 million, resulting in value of $855,564
• Attended TMAC and Discover America Day. Total combined appointments 47.
Media Mission – combined with our Trade mission. Hosted 57 media attendees at
functions in Toronto and Montreal with CVB partners.
OVERSEAS VISITORS
In 2011, North Carolina attracted more than 335,000 overseas visitors to rank 18th in the
nation, according to a report released by the International Trade Administration and
Office of Travel and Tourism Industries in the U.S. Department of Commerce.
• North Carolina was the fifth most-popular Southeastern state in the analysis,
which uses in-flight surveys given to international passengers flying into the
United States (excluding Canada and Mexico) to determine the destinations of
the visitors.
Overseas(1) Visitors To Select U.S. States and Territories: 2010-2011
2011
Rank
Destination
(State/Territory)
2010
Market
Share
2010
Visitation
(000)
2011
Market
Share
2011
Visitation
(000)
Volume
Change
(%)
1 New York 32.8% 8,647 34.1% 9,508 10%
2 California 21.3% 5,615 22.0% 6,134 9%
3 Florida 22.1% 5,826 20.4% 5,688 -2%
4 Nevada 9.5% 2,504 10.3% 2,872 15%
5 Hawaiian
Islands
8.1% 2,135 8.2% 2,286 7%
6 Massachusetts 4.9% 1,292 5.1% 1,422 10%
7 Texas 3.9% 1,028 4.6% 1,283 25%
8 Illinois 4.5% 1,186 4.5% 1,255 6%
9 Guam 5.0% 1,318 4.4% 1,227 -7%
10 New Jersey 3.7% 975 3.5% 976 0%
11 Pennsylvania 3.5% 923 3.3% 920 0%
12 Arizona 2.9% 765 3.1% 864 13%
13 Georgia 3.1% 817 2.4% 669 -18%
14 Washington 1.9% 501 1.8% 502 0%
14 Utah 1.8% 475 1.8% 502 6%
16 Colorado 1.3% 343 1.6% 446 30%
17 Virginia 1.4% 369 1.3% 362 -2%
19
18 North Carolina 1.3% 343 1.2% 335 -2%
** Estimates not shown due to sample size of fewer than 400.
n.a. Estimate not available.
Overseas excludes Canada and Mexico.
Only destinations having a sample size of 400 or more are displayed. For more
information concerning this statistical policy, please contact the Office of Travel and
Tourism Industries.
This table shows only a portion of the 35 travel characteristics data reported on
international arrivals to the United States. Additional information may be obtained for a
fee. To learn more, please visit: http://tinet.ita.doc.gov/research/programs/ifs/index.html.
Source: U.S. Department of Commerce, International Trade Administration, Office of
Travel and Tourism Industries.
Release Date: May 2012
U.K. and Ireland
Sales & Marketing Accomplishments
Goodwood Promotion
North Carolina Division of Tourism & Film in partnership with Goodwood Festival of
Speed 2011 executed an integrated consumer marketing campaign seeking to evoke
interest in North Carolina as a destination, introduce it as the home of NASCAR and
promote the Goodwood Festival of Speed event held in July 2011. NASCAR race teams
were also present during the event, where they had a dedicated stand with additional
promotional collateral available for the festival visitors.
The campaign included a media partnership with Lonely Planet, as well as other print,
online and DM activities. The campaign was also promoted via social media channels
such as competition seeding and press releases.
• Total Reach: 3,499,877
o Print Reach: 300,000
o PoS Reach: 2,000
o Online Reach: 2,143,000
o DM Reach: 1,054,877
• Total Opt-in Database: 13,231
o Landing page: 6,547
o FOC promotion placement: 6,684
• Total Campaign Value: £47,950 (+/- $74,000)
Motorsports Ezine
To promote the Goodwood Festival of Speed, the annual e-zine was themed around
motorsport and the connection Goodwood had with North Carolina. Themes such as
motorsports, palatial homes, art, golf and aviation were all used to promote North
Carolina through the e-zine. Banners were placed on travel-connected websites to drive
traffic to the e-zine as well as a competition of more than 13,000 entrants received.
20
• Total visits: 13,342
• Page Views: 26,338
o 0-10 minutes: 67%
o 11-20 minutes: 8%
o 20+ minutes: 25%
Online Tactical Campaign
An online tactical campaign was launched to promote North Carolina as a destination for
autumn travel in association with key travel partners. A promotional e-mail was sent to
more than one million consumers, and banners were placed on Trip Advisor and
Travelpromos.
The total reach of the campaign achieved a total of more than five million impressions,
driving consumers to tour operators who sell North Carolina. The tour operators used
were Bon-Voyage and America As You Like It.
• Total Reach: 5,490,486
o DM: 210,000
o Online Activity: 5,280,486
• Planned Reach: 3,785,000
o DM: 980,000
o Online Activity: 2,805,000
• Outstanding Activity: 770,000
o DM Broadcast: 770,000
Product Development
Through sales and marketing activity, the U.K. office has assisted in developing new
North Carolina travel programs with British Airways, Trailfinders and Timeless Travel in
addition to extending existing hotel portfolios of existing North Carolina travel providers.
FAM Trips
Piedmont FAM
The 2011 U.K. FAM was held in the Charlotte and Cabarrus county area. FAM
participants included Complete North America, Lastminute.com, Kenwood Travel and
Travelbag. All four companies have increased their North Carolina portfolio and are
actively selling the state.
Sales Mission (June 2010)
The U.K. sales mission ran June 13 – 17, visiting London and Leeds. Desk visits were
made to key tour operators providing training and itinerary planning assistance. A Trade
& Media dinner for 30 key U.K. contacts was also a great success. The mission was tied
into the Goodwood promotion where a North Carolina stand was present to over
175,000 show visitors.
U.K. Public Relations Results
Media visits
• Across IMVs and group press trips – total of six media visited across the year:
One individual media visit
• Five media from group press trips
21
Coverage
Series of articles included on popular U.K. websites – timesonline.co.uk and
guardian.co.uk – reaching a massive audience of 169,742,167 valued at $2,886,913.12
German-Speaking Europe
Sales & Marketing Accomplishments
The Hunger Games Promotion with FTI & Studiocanal
Together with our Partners, we have set up a Promotion to promote the movie and the
state. We have produced 500 window posters, 52,000 flyers to promote this in 500 FTI
travel agencies and consumer shows in Hamburg, Munich and Berlin. In addition, we
have set up a raffle on our German webpage and promoted this through FTI B2B and
B2C newsletter, NC Facebook page, and the official German Facebook page from The
Hunger Games.
WTS participated in the German premiere of the movie in Berlin.
In Numbers:
• 500 FTI travel agencies
• 500 window posters
• 52,000 flyers
• 10,000 contacts FTI B2B newsletter
• 165,000 contacts FTI B2C newsletter
• 6,534 contacts WTS newsletter
• 55 contacts WTS Trade newsletter
• 199 NC Facebook users
• 4.500 FTI Facebook Users
• 150,000 Die Tribute von Panem Facebook users
• 100 travel agents invited by FTI for movie airing at the Mathaeser cinema in
Munich (March 25, 2012)
• 40 trade partners throughout Germany received two free cinema tickets
• 1,463 raffle participants
• Fifteen winners with prizes ranging from NC trip, cinema tickets, books and
official merchandise
E-newsletter
The North Carolina e-newsletter was sent out four times (April, June,
September and November) to approximately 9,000 registered users.
Sales Mission
German Sales Mission, November 13-19, to Frankfurt, Hamburg and Zurich.
Along with partners from Visit Charlotte, we met with travel trade and did sales
training with eight tour operators and media. Attended Knecht Reisen 50th
anniversary event that included training 65 travel agents and seeing 3,000
consumers in the Swiss market.
Trade & Consumer Shows
22
• VUSA Consumer Show Stuttgart – January 2011
• VUSA Consumer Show Hamburg – February 2011
• VUSA Consumer Show Munich – February 2011
• VUSA Seminar Linz – February 2010
• VUSA Seminar Zurich – February 2010
• VUSA Travel Agent event in Neuss – October 2011
• VUSA AER Event in Berlin – October 2011
• VUSA Consumer Show Leipzig – November 2011
• VUSA Media Event Hamburg & Munich – November 2011
Tour Operator Co-ops
Joint marketing was done with several tour operators throughout the year
including in Germany, FTI and Meier’s Weltreisen; in Austria, Amerikareisen; and
in Switzerland, Knecht Reisen. These marketing co-ops were directed to both
travel agents and direct to consumers.
German Public Relations Results
• Hosted eight individual journalists on visits to North Carolina
• Distribution of 12 press releases to 1,200 media outlets
• Total coverage: circulation of seven billion valued at $3 million
Other International News
• Travel South Mission to Italy – October 2011
o Exhibited at TTG Incontri in the USA Pavillion and met with more than 40
operators and media in Milan and Rome
• New non-stop flights from US Airway’s Charlotte hub:
o Seasonal flight service to Dublin and Madrid beginning May
• The Division hosted a double North Carolina booth at the U.S. Travel
Association’s International Pow Wow in San Francisco, CA, May 22-25. Industry
partners from Charlotte, the Outer Banks, Asheville and Biltmore joined the state
with more than 40 trade and media appointments.
• Receptive Sales Mission with Travel South USA – Meeting with key receptive
tour operators to include North Carolina locations in their international travel
packages. These receptive tour operators are an integral part of the international
buying process as they organize the lodging and other activities that make up the
“package” trips that are purchased by most international visitors. Orlando is one
of the main sites for receptive tour operator offices representing the eastern part
of the U.S. This is the first time the Division has met with representatives in the
Orlando market.
TOURISM DEVELOPMENT
• The Tourism Development Manager continued to be involved in various
initiatives to preserve and promote the various genres of traditional and heritage
music across the state. Small towns are an important part of the North Carolina
23
landscape. Actively involved in ongoing programming either independently or in
conjunction with partners such as the NC Rural Center, Commerce’s Division of
Community Assistance, Dept. of Cultural Resources and Handmade in America
to foster revitalization that will make the communities more attractive to residents
and visitors.
• The Division set goals for the Tourism Development Program and improved the
delivery of information for the program on the Department of Commerce website.
The effort is designed to make local communities more aware of resources within
the Division as well as other opportunities for product development.
• TDM made presentations on Cultural Heritage Tourism Development and ways
to work with the Division to partners throughout NC.
• TDM represented the Division during the African American Heritage Commission,
planning a meeting at NC Central University.
• Continue to work with TDAs and CVBs to assist with strategic planning for
tourism development in their areas, research potential resources and partnership
opportunities.
Tourism Resource Assistance Center (TRAC)
• Developed the Tourism Resource Assistance Center (TRAC) that brings the
Division’s program managers to local communities to discuss the nuts and bolts
of working with the Division.
• TRAC sessions to date:
1. New Bern – over 40 tourism businesses and partners attended
2. Lexington – over 25 tourism businesses partners attended
3. Smithfield – over 35 tourism businesses partners attended
4. Bryson City – over 40 tourism businesses partners attended
5. Morganton – over 60 tourism businesses partners attended
North Carolina Civil War Trails: Civil War 150th
The Division of Tourism, in partnership with the North Carolina Department of
Transportation and North Carolina Department of Cultural Resources, utilized
funding from a $1.1 million federal transportation enhancements grant to develop,
design, fabricate and install interpretive markers at campaign sites and corridors of
the Civil War.
• The trail expanded to 232 sites in 78 counties at the end of 2011, with a goal to
install more in the future.
• Visitors downloaded more than 12,000 Civil War Trails maps from
www.visitnc.com and www.civilwartraveler.com.
• Planning continued on marketing activities surrounding the 150th
Commemoration of the Civil War (2011-2015), using the marketing universals of
the Civil War Trails program.
• Worked with Appalachian Regional Commission (ARC) and other 12 state
representatives to develop a Civil War Map Guide titled “Civil War from the Home
Front.” The guide was distributed in the 2011 spring issue of American Heritage
Magazine and the Division distributed 26,000 overruns through its Welcome
Centers.
• Worked with the NC Civil War Tourism Council and informed communities,
programs and sites of the opportunities related to the council such as “Watch
Fire” annual publication and grants program.
24
Blue Ridge National Heritage Area (BRNHA)
Created by congressional legislation, the BRNHA is supported through a partnership
with the Division to assist in coordinating planning for the 25 counties in the
designated region.
• TDM continued to assist in the implementation of the county initiatives outlined in
each county’s heritage plan.
• TDM continued to take an active role in assisting the BRNHA in developing,
facilitating and guiding communities along the Blue Ridge Parkway for themes
such as agriculture, arts and culture, traditional music, history/heritage and
natural resources.
Community Partnerships
• The TDM worked closely with communities participating in the NC STEP
Program through the NC Rural Center and NC Main Street Program.
Represented the Division during the NC Main Street Annual Conference in
Clayton, NC.
• TDM continued to be actively engaged in the development of outdoor
recreational/ecotourism/agritourism opportunities in the regions across the state.
Farms, waterways, hiking and biking trails, greenways and open spaces are
important features in a community that improve and promote quality of life and
link people with their natural and cultural heritage.
• TDM continued to research resources for communities; work with communities
interested in TDA development, marketing initiatives, heritage trails development;
product development plans.
National Heritage Area Designation
• The TDM continued work with National Park Service on the feasibility study of
the Southern Campaign of the American Revolution National Heritage Corridor
proposal.
• TDM worked with Northeastern, Eastern and Southeastern Economic
Development Regions on a proposal to designate the state’s 40 eastern-most
counties as a National Heritage Area.
Heritage Trails Development
• TDM assisted in developing partners for “Plank Road” project within the counties
of Cumberland, Harnett and Moore to focus on African American Culture &
Heritage.
• TDM assisted in the revamping of the Blue Ridge Music Trail, partnering with
DCR and other communities in the region.
• TDM worked with DCR in the development of the African American Music Trail in
the counties of Onslow, Lenoir, Craven, Pitt, Edgecombe, Wilson, Wayne and
Greene.
• TDM worked with Textile Heritage Corridor group to preserve and promote
Textile Mill Heritage areas.
• TDM worked with Daniel Boone Heritage Trail Committee.
• TDM worked with African American Heritage Commission in the development of
“Freedom Roads” heritage trail.
25
Certified Retirement Community Program
The NC Dept. of Commerce operates a community development program for
communities that are positioning for retiree attraction as an economic and community
development strategy. The NC General Assembly, during the 2008 short session,
recognized the inherent panoply of quality living that the state offers and established
the NC Certified Retirement Community Program (S.B. 1627) as a vehicle to
designate communities that offer this unprecedented quality of living that is sought by
the mature community.
To gain certification, a local government must submit an application for
consideration. Initial evaluation of the community and technical assistance is
provided by Commerce’s Community Development Division. The designation has a
five-year life, after which communities will need to consider recertification at the
sunset of the five-year period.
Once a community has completed the certification process, the Division of Tourism,
Film & Sports Development will help market and promote the community.
• TDA is working with the Community Development office to administer and
promote communities into the program.
• TDA has made presentation to local commissions and city managers about the
program and benefits.
• TDA is promoting certified communities and areas of NC during the AARP
“Life@50+” Convention.
• Certified communities include:
1. Lumberton (pilot program)
2. Asheboro (2012)
INDUSTRY RELATIONS
Governor’s Conference on Tourism in Asheville (March 13-15)
Governor Bev Perdue revealed the 2010 tourism economic impact numbers to more
than 500 attendees at the Winner’s Circle Luncheon at the Grove Park Inn in Asheville.
In addition to visitor spending, Perdue announced North Carolina, which maintained its
ranking as the sixth most-visited state in the nation, gained nearly 2,000 tourism jobs in
2010 while state tax revenues from visitor spending increased 12.6 percent and have
increased 16.2 percent since 2007. Also, visitor spending directly generated a total of
more than $1.5 billion in state and local tax revenues. State tax revenue totaled more
than $947 million and local tax revenues were $546 million as a direct result of visitor
spending. The Division’s annual conference featured dynamic, educational programming
and valuable networking opportunities and drew a near-record crowd focused on the
theme of finding the “Rhythm of Success.”
Tourism Day in Raleigh (May 10)
Governor Perdue proclaimed May 10 as North Carolina Tourism Day. A full day of
events was scheduled in Raleigh to celebrate North Carolina’s tourism industry. Tourism
organizations from around the state had informational booths in the NC Legislative
Building coordinated by the NC Travel Industry Association, giving partners an
opportunity for lawmakers to meet tourism industry officials and learn about the positive
26
impact of the industry. In addition, the travel industry had the chance to showcase their
area at a private reception for legislators at the NC Museum of Natural Sciences. North
Carolina’s nine Welcome Centers hosted their own events during National Tourism
Week (May 7-15) to thank travelers to the state.
Regional Mid-Year Marketing Updates (September 2011)
The Division went on the road this year for its Mid-Year Marketing Update, offering
several forums to make it easier for industry partners to participate and contribute to the
Division’s planning efforts. Events were held in all three regions of the state including
Asheville, Nags Head, Atlantic Beach and Concord throughout the month of September.
MYMU brought together nearly 400 leaders from all sectors of North Carolina’s travel
industry to highlight recent performance trends, provide updates on the Division’s current
marketing programs and co-op initiatives and gain insight from partners to help fuel the
Division’s strategic planning for FY 2012-13. The Division also shared research on the
most recent visitor profiles and trends within each region of the state.
WINE
Wine & Grape Council
• Promoted 108 North Carolina wineries in 49 counties across the state in 2011.
The number of wineries has doubled since 2005 and grown five-fold in the last
decade.
• The North Carolina wine and grape industry generates an economic impact of
more than $1.28 billion, and produces more than $51 million in state and local tax
revenue.
• The wine industry supports nearly 7,600 jobs for North Carolinians.
• Wineries attract more than 1.26 million tourists a year across the state, and
generate $156 million in visitor spending.
• North Carolina ranks 10th in the nation for wine and grape production.
• New legislation in July 2011 created two wine advisory committees: Muscadine
Advisory Committee and Vinifera Advisory Committee. The wine program is
focused on promoting wine tourism in North Carolina and driving visitation to the
state’s wineries.
• North Carolina wineries and wines were promoted locally, nationally and
internationally through public relations and advertising.
• Participated in the Division’s media missions throughout the year to showcase
North Carolina wines for the media in New York, Washington, D.C., etc.
• Redesigned and produced the new NC Winery Guide, a 56-page booklet
featuring maps, breakouts on grape varieties, history, amenities and photos.
There were 200,000 copies produced and distributed to travelers, tourism
authorities and welcome centers across the state, nationally and internationally.
• Developed and launched a mobile website for visitncwine.com that includes
listings, geolocation for proximity searches, search capability for wineries and
winery events and filters for the state's three American Viticultural Areas and
winery amenities.
• Upgraded the N.C. wine consumer website, visitncwine.com, with additional
content and improved site navigation and mapping.
27
• Redesigned the N.C. wine industry site, nccommerce.com/wine, with improved
content, resources, navigation and layout consistent with Department of
Commerce sites redesign.
• Promoted N.C. wineries and visitncwine.com with outdoor billboards on key
corridor highways throughout the state.
• Participated in N.C. Winegrowers Association and N.C. Muscadine Grape
Association annual conferences and meetings.
• Partnered with University of North Carolina Greensboro to begin conducting a
wine tourism study to better understand wine tourists’ motivations and
demographics for targeting and improving marketing strategies.
• Gov. Perdue declared September 2011 as Wine and Grape Appreciation Month
in North Carolina.
• Partnered with North Carolina State Fair to host 2011 N.C. State Fair Wine
Competition in October. Nearly 450 commercial wines and 100 amateur wines
were entered in the competition. Top award winners were displayed and winery
guides were distributed during the N.C. State Fair.
FILM
• The state Film Office and regional film commissions promoted filmmaking in North
Carolina at the annual Association of Film Commissioners International (AFCI) Locations
tradeshow and the Producers Guild of America (PGA) Produced By Conference at Walt
Disney Studios in Burbank, California.
• The NCFO participated at the Sundance Film Festival and promoted NC film with both a
media lounge that we teamed with celebs.com and reception with directors and
producers.
• The NCFO sponsored the filmmaker lounge at SXSW Film Festival and promoted NC
film.
• 2011 Production Highlights
o 536 active projects
o 45 projects shot in North Carolina
o $241,851,800 direct spend by productions
o 2,845 production days
o 31,050 jobs created
§ 4,353 crew
§ 745 talent
§ 25,952 extras
• 50 productions including features, television, commercials, and single episodes filmed in
North Carolina in calendar year 2010; collectively these productions spent approximately
$75 million in North Carolina.
• Highlights of film projects during 2011include:
o One Tree Hill season 9 and series finale – Wilmington Region
o The Hunger Games – Western & Charlotte Regions
o Journey 2: Mysterious Island – Wilmington Region
o The Shunning - Piedmont Triad Region
o Homeland – Charlotte Region
o Eastbound & Down season 3 – Wilmington Region
SPORTS
28
• Continued to enhance sportsnc.com website, promoting North Carolina's appeal as an
attractive destination for sporting events of all kinds and providing sports-event rights
holders and planners an easy connection to NCSA's 36-member destinations and
organizations.
• Coordinated and led a cooperative effort with 33 sports sales directors and managers
from North Carolina communities to market the state as a premier sporting event
destination at Travel, Events and Management in Sports (TEAMS) Annual Conference.
• Partnered with North Carolina Amateur Sports to coordinate statewide sports-related
events, including: Cycle North Carolina Mountains to the Coast Fall Ride, Cycle North
Carolina Spring Weekend Ride, State Games of North Carolina and the North Carolina
Senior Games.
• Provided contact information for sports organizations, motorsports teams and
professional sports teams in North Carolina.
• Attended quarterly North Carolina Sports Association meetings.
CONTACTS
North Carolina Division of Tourism, Film & Sports Development
301 N. Wilmington Street, Raleigh, NC 27601
919-733-4171
2011 North Carolina Travel & Tourism Board
Josh Bass
Currituck Chamber of Commerce
103 Egret Cove
Moyock, NC 27958
Phone: (252) 453-9497
Email: jbbass05@gmail.com
Appointed by: House Speaker
Term Ends: 12/31/2012
Sabrina Bengel
City of New Bern
329A Middle Street
New Bern, NC 28560
Phone: (252) 636-5898
Email: sabrinabengel@yahoo.com
Appointed by: Senate President Pro
Tempore
Term Ends: 12/31/2012
Rolf Blizzard
Turnpike Properties
615 Hillsborough Street, Suite 201
Raleigh, NC 27603
Phone: (919) 833-8380
Fax: (919) 833-8379
Email: rblizzard1@me.com
Appointed by: NC Travel & Tourism
Coalition
Term Ends: Ex Officio
Chris Cavanaugh
Magellan Strategy Group
131 Windover Drive
Asheville, NC 28803
Phone: (828) 651-9320
Fax: (828) 651-8921
Email: ccavanaugh@magellanstrategy.com
Appointed by: Governor
Term Ends: Governor's Term
Robert "Randy" Cobb
Abercrombie Oil Co., Inc.
5600 Forest Manor Drive
Greensboro, NC 27410
Phone: (336) 378-0400 x243
Fax: (336) 274-5530
Email: rrcobb@abercrombieoil.com
Appointed by: NC Petroleum Marketers
Assn.
Term Ends: 12/31/2011
29
Secretary J. Keith Crisco
NC Department of Commerce
301 N. Wilmington Street
Raleigh, NC 27601
Phone: (919) 733-3449
Fax: (919) 733-8356
Email: kcrisco@nccommerce.com
Appointed by: NC Dept. of Commerce
Term Ends: Ex Officio (Non-Voting)
Teresa Damiano
Raleigh-Durham Airport Authority
PO Box 80001
RDU Airport, NC 27623
Phone: (919) 840-7708
Fax: (919) 840-0175
Email: teresa.damiano@rdu.com
Appointed by: Senate President Pro
Tempore
Term Ends: 12/31/2012
S. Lewis Ebert
NC Chamber
701 Corporate Center Drive, Suite 400
Raleigh, NC 27607
Phone: (919) 836-1410
Fax: (919) 836-1425
Email: lebert@ncchamber.net
Appointed by: NC Chamber
Term Ends: Ex Officio
Denny Edwards
Greater Raleigh CVB
421 Fayetteville Street Mall Suite 1505
Raleigh, NC 27601
Phone: (919) 645-2656
Fax: (919) 831-2887
Email: dedwards@visitraleigh.com
Appointed by: DMANC
Term Ends: 12/31/2013
Rep. Phillip Haire
North Carolina House of Representatives
609 Legislative Office Building
Raleigh, NC 27603
Phone: (919) 715-3005
Email: Philliph@ncleg.net
Appointed by: House Speaker
Term Ends: 12/31/2012
Rep. Susi Hamilton
North Carolina House of Representatives
206 Nun Street
Wilmington, NC 28401
Phone: (919) 733-5754
Email: Susi.Hamilton@ncleg.net
Appointed by: House Speaker
Term Ends: 12/31/2012
Sen. Ralph Hise
North Carolina Senate
1026 Legislative Building
Raleigh, NC 27601
Phone: (919) 733-3460
Email: Ralph.Hise@ncleg.net
Appointed by: Senate President Pro
Tempore
Term Ends: 12/31/2012
Kimberly "Kim" Hufham
Wilmington & Beaches CVB
505 Nutt Street Unit A
Wilmington, NC 28401
Phone: (910) 332-8746
Fax: (910) 341-4029
Email:
khufham@wilmingtonandbeaches.com
Appointed by: NCTIA
Term Ends: Ex Officio
Chris Humphrey
Allstate Insurance / ERA Humphrey Realty
Group
900 W Vernon Ave
Kinston, NC 28501
Phone: (252) 526-0400 ext 31
Email: allstateman@gmail.com
Appointed by: Senate President Pro
Tempore
Term Ends: 12/31/2012
Vimal Kolappa
East Coast Hospitality, LLC
719 West 15th St, Suite 11
Washington, NC 27889
Phone: (252) 974-0439
Fax: (252) 974-1164
Email: vkolappa@yahoo.com
Appointed by: Governor
Term Ends: Governor's Term
30
John Randal "Randy" Kolls
Washington Duke Inn & Golf Club
3001 Cameron Blvd.
Durham, NC 27705
Phone: (919) 490-0999
Fax: (919) 490-6500
Email: rkolls@wdigc.com
Appointed by: NCRLA
Term Ends: 12/31/2013
Donna Carpenter
Cabarrus CVB
10099 Weddington Rd., Suite 102
Concord, NC 28027
Phone: (704) 782-4340
Fax: (704) 782-4333
Email: Donna@visitcabarrus.com
Appointed by: DMANC
Term Ends: 12/31/2013
Lynn Minges
NC Department of Commerce
4324 Mail Service Center
Raleigh, NC 27699
Phone: (919) 733-4171
Fax: (919) 733-8582
Email: lminges@nccommerce.com
Appointed by: NC Dept. of Commerce
Term Ends: Ex Officio (Non-Voting)
Robert M. O'Halloran
East Carolina University
Dept of Hospitality Management 152 Rivers
Greenville, NC 27858
Phone: (252) 737-1604
Fax: (252) 328-4276
Email: ohalloranr@ecu.edu
Appointed by: NCRLA
Term Ends: 12/31/2013
Davin Olsen
Gale Force Sports & Entertainment/Carolina
Hurricanes
1400 Edwards Mill Rd.
Raleigh, NC 27607
Phone: (919) 861-6173
Fax: (919) 861-5468
Email: daveo@rbccenter.com
Appointed by: House Speaker
Term Ends: 12/31/2012
Sen. Jean Preston
North Carolina Senate
629 Legislative Office Building
Raleigh, NC 27603
Phone: (919) 733-5706
Email: Jean.Preston@ncleg.net
Appointed by: Senate President Pro
Tempore
Term Ends: 12/31/2012
Harris Prevost
Grandfather Mountain
PO Box 995
Linville, NC 28646
Phone: (828) 733-2013
Fax: (828) 733-2608
Email: harris@grandfather.com
Appointed by: NCTIA
Term Ends: 12/31/2011
Joan H. Pulley
Carteret County Chamber of Commerce
332 Winding Woods Way
Beaufort, NC 28516
Phone: (252) 728-2817
Fax: (252) 728-2817
Email: jhpulley@gmail.com
Appointed by: House Speaker
Term Ends: 12/31/2012
James "Jamie" Reibel
Sargasso Travels, Inc., Phideaux Fishing
305 Sir Walter Raleigh St.
Manteo, NC 27954
Phone: (252) 473-8051
Fax: (252) 473-2901
Email: phideaux@embarqmail.com
Appointed by: NCWU
Term Ends: 12/31/2011
Leonard Rigsbee
Cap-N-Squid Boatworks
115 Wayland Ct.
Gloucester, NC 28528
Phone: (252) 723-3612
Email: lcapnsquid@aol.com
Appointed by: NCWU
Term Ends: 12/31/2011
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Tom Ruff
The Biltmore Company
One North Pack Square
Asheville, NC 28801
Phone: (828) 225-6105
Fax: (828) 225-6126
Email: truff@biltmore.com
Appointed by: NCRLA
Term Ends: 12/31/2011
Susan Spangler
The Greensboro Carousel
111 Kemp Road East
Greensboro, NC 27410
Phone: (336) 553-3772
Fax: (336) 553-3701
Email: susangspangler@gmail.com
Appointed by: Governor
Term Ends: Governor's Term
Steve Thanhauser, Chairman
The Angus Barn
9401 Glenwood Avenue
Raleigh, NC 27617
Phone: (919) 787-3505
Fax: (919) 783-5568
Email: sthanhauser@angusbarn.com
Appointed by: NCRLA
Term Ends: 12/31/2013
Mitzi York
Brunswick County Tourism Development
Authority
PO Box 1186
Shallotte, NC 28459
Phone: (910) 755-5517 x1
Fax: (910) 575-5759
Email: myork@ncbrunswick.com
Appointed by: DMANC
Term Ends: 12/31/2013
2011 NC Film Council
Chair: Bob Seligson, Raleigh
Mayor William Bell, Durham
Timothy M. Bourne, Wilmington
Hilarie Burton, Wilmington
John Wesley Davis, Winston-Salem
Mark de Castrique, Charlotte
Terri E. Dollar, Raleigh
Eugene W. Ellison, Asheville
Craig Fincannon, Wilmington
Monty Hagler, High Point
Stephen Hill, Kinston
Cress Horne, Marshville
Vice-Chair: E.A. Tod Thorne, Charlotte
NC State Rep. Daniel F. McComas, Wilmington
Thom Mount, Durham/Beverly Hills, Calif.
James M. O'Brien, III, Raleigh
Dale Pollock, Winston-Salem
Jason Rosin, Wilmington
Zeb Smathers, Canton
Herman A. Stone, Charlotte
Kelly R. Tenney, Castle Hayne
Bill Vassar, Wilmington
Rep. William L. Wainwright, Havelock
Robert E. Zaytoun, Raleigh
2011 NC Wine Tourism Advisory Committees
Muscadine Advisory Committee
Bill Hatcher, Raleigh
Bob Hinnant, Pine Level
Phil Nordan, Chair, Monroe
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Dan Smith, Vice Chair, Wagram
William Yost, Salisbury
Vinifera Advisory Committee
Ed Cook, Chair, Matthews
Jerry Douglas, Asheville
Mark Friszolowski, Lexington
Buddy Norwood, Dobson
Karen Ray, Vice Chair, Mooresville