Annual report of the North Carolina Division of Tourism, Film and Sports Development |
Previous | 5 of 5 | Next |
|
small (250x250 max)
medium (500x500 max)
Large
Extra Large
large ( > 500x500)
Full Resolution
|
This page
All
|
05 nc annual report north carolina division of tourism, film and sports development Carol S. Lohr Chair Morehead City Appointed by: Senate President Pro Tempore Jim Fain Secretary, Department of Commerce Raleigh Ex Officio Lynn Minges Executive Director, Division of Tourism, Film and Sports Development Raleigh Ex Officio Thomas R. Ruff Asheville Appointed by: NCRA Donna Bailey-Taylor Smithfield Appointed by: NCACVB Douglas Brindley Corolla Appointed by: Senate President Pro Tempore Chris Cavanaugh Asheville Appointed by: Governor Haddon Clark Charlotte Appointed by: NC Petroleum Marketers Cindy Curry Charlotte Appointed by: House Speaker Joyce Dugan Cherokee Appointed by: Governor Mohammad Jenatian Charlotte Appointed by: House Speaker Phil Kirk Raleigh Appointed by: NCCBI J. Craig Madison Asheville Appointed by: NCHLA Mary Baggett Martin Wrightsville Beach Appointed by: NCHLA John McLellan Lumberton Appointed by: NCRA Kelly Miller Asheville Appointed by: NCRA Ed Phillips Morganton Appointed by: NCACVB Bob Seligson Chair Raleigh E.A. Tod Thorne Vice Chair Charlotte T.E. Austin II Durham Timothy M. Bourne Wilmington Nancy Buirski Durham Frank Capra, Jr. Wilmington Mark de Castrique Charlotte Craig Fincannon Wilmington Joseph A. Gomez Raleigh Monty Hagler High Point Cress Horne Marshville Brenda Parks Hughes Wrightsville Beach Betsy L. Jordan Wilmington Daniel F. McComas Representative, District 19 Wilmington Michael K. McGaha Greensboro Donna E. Mack Raleigh Steve Metcalf Asheville Thom Mount Beverly Hills, CA Dale Pollock Winston-Salem Herman A. Stone Charlotte Travis Tatham Asheville Kelly R. Tenney Castle Hayne Beth Troutman Concord Maragret C. Ward Burlington Arthur Watkins Raleigh R.Willard Hinnant Chair Goldsboro Edward T. Cook Matthews Sandon Dennis Albemarle Jerry Douglas Asheville Mark Friszolowski Lexington David Fussell, Sr. Rose Hill Michael Helton Yadkinville Frank W. Hobson Boonville Joe Neely Mocksville Charles M. Shelton Charlotte Dan Smith Wagram BOARD MEMBERS Wilma M. Sherrill Representative, District 116 Asheville Appointed by: House Speaker Susan Galyon Spangler Greensboro Appointed by: Governor Ann Sternal Kannapolis Appointed by: NCACVB A.B. Swindell Senator, District 11 Nashville Appointed by: Senate President Pro Tempore Scott Thomas Senator, District 2 Raleigh Appointed by: Senate President Pro Tempore Charlie Utz Morehead City Appointed by: Senate President Pro Tempore Cathy Wallace Raleigh Appointed by: NCTIA Thomas Wright Representative, District 18 Wilmington Appointed by: House Speaker North Carolina Travel and Tourism Board North Carolina Film Council North Carolina Wine Council The Division of Tourism, Film and Sports Development made great strides in 2005. Visitors to North Carolina spent $14.2 billion in the state, an increase of 7.3 percent and the largest single-year increase in five years. Tourism remains a vital industry for our citizens as domestic expenditures directly supported 185,200 jobs for North Carolina residents and generated more than $2.3 billion in tax revenue. New film incentives legislation took effect in 2005 and helped to make North Carolina more competitive in luring film production into the state. Increased film activity was realized across the state – particularly in the area of independent films, television, and commercial production. The state’s official website, VisitNC.com, remained a vital portal of information for nearly 4.1 million visitors looking for North Carolina travel information in 2005. New web-based experiences, fall color and fishing reports, as well as improved integration with the state’s official publications, strengthened the value of VisitNC.com while encouraging visitors to discover all that North Carolina has to offer. In addition to website improvements, structural and technological renovations at the Division’s I-85 and I-26 Welcome Centers were also completed in 2005. Statewide marketing efforts received a boost in 2005 with the legislature allocating an additional $1 million in marketing dollars to the Division’s annual budget. Our television presence and partnership with UNC-TV remains an effective way for the Division to get its message out about tourism as “North Carolina Weekend” continues to be one of UNC-TV’s top-rated shows, encouraging North Carolinians to discover the rich treasures within their own state. As an indication of the strength of the Division’s advertising efforts, the Division’s television campaign and website were recognized by the National Council of State Tourism Directors in 2005 as the winners of the prestigious Mercury Award for Best Television Advertising and Best Technical Marketing among the 50 states. Interest in sports remained strong throughout 2005 as the Division continued to partner with North Carolina Amateur Sports in efforts to coordinate a state presence at industry events. In addition, the thousands of motorsports fans traveling in our state represent a popular and vital economic vehicle, highlighted especially as 2005 saw the beginning of North Carolina’s quest for the NASCAR Hall of Fame. The Division continues to pursue and nurture partnerships that facilitate North Carolina’s mission to be the “Heart of Motorsports™.” The return of the U.S. Open Championship to North Carolina presented an opportunity for the Division to promote the state as a premier golfing destination to the international community. With more than 150 of the world’s greatest golfers and 350,000 spectators in attendance, the Division collaborated with the Department of Commerce to take full advantage of the attention generated by this extraordinary global event. Indeed, our international efforts yielded some impressive results. North Carolina ranked 18th in the nation for international visitors and was one of the key sponsors in the U.S. Department of Commerce visitor campaign. Canada provided North Carolina’s highest number of international visitors in 2005. The Division strengthened its partnership with Travel South to reach out to more Canadian visitors in a new marketing initiative to bring more visitors to the South. The Division also implemented a new marketing campaign in the United Kingdom with plans for dedicated marketing support including a new website, travel guide, and travel industry training academy. The year 2005 saw the arrival of the North Carolina Wine & Grape Council to the Division. This move was the result of a desire by the state’s winemakers to focus on marketing and tourism as well as the recognition of agritourism and grape-growing as a viable part of the state’s future economic make-up. You will see in this annual report that the Division was “bullish on tourism” in 2005 and that these efforts yielded great results. However, our efforts would not have been successful without the continued partnership and support of tourism, film, wine and sports leaders across the state who charged ahead with the message to our visitors to explore all that North Carolina has to offer. Despite the social, economic and global challenges the tourism industry faced, 2005 was an exemplary year for the Division. We look forward to continuing to work with our partners to maintain and strengthen the brand that is North Carolina and its position as one of America’s premier travel, film, wine and sports destinations. Jim Fain Lynn D. Minges Secretary of Commerce Executive Director 1 year in review Photo courtesy of Pinehurst Resort 2005 State Rankings by Travel Volume 1. California 2. Florida 3. Texas 4. Pennsylvania 5. New York 6. Ohio 7. Michigan 8. NORTH CAROLINA 9. Georgia 10. Virginia Average Overnight Trip Spending United States Travelers $565 N.C. Visitors (total) $416 N.C. Resident Visitors $294 N.C. Out of State Visitors $511 Average Overnight Trip Duration United States 3.9 nights North Carolina 3.0 nights Top Activities Dining 28% Shopping 20% Touring/Sightseeing 19% Entertainment 18% Beach/Waterfront Activities 12% Nightlife 9% Historic Site 6% National/State Park 6% Festival/Craft Fair 5% Concert/Play/Dance 4% Gaming 4% Museum/Art Exhibit 4% Watch Sports Event 4% Golf 3% Group Tour 3% Hunt/Fish 3% Nature/Culture 3% Theme/Amusement Park 3% Source: 2005 TravelScope/Directions©, Travel Industry Association. Impact of Tourism on North Carolina • Tourism is one of North Carolina’s largest industries. In 2005, domestic travelers spent $14.2 billion across the state (7.3 percent increase over 2004). • Domestic tourism expenditures directly supported 185,200 jobs for North Carolina residents. • Traveler spending generated over $2.3 billion in tax receipts. — $1.1 billion in federal taxes. — $1.2 billion in state and local taxes. - $747.7 million in state tax revenue. - $461.0 million in local tax revenue. 2005 Travel Volume Approximately 64.5 million visitors traveled to North Carolina, ranking eighth in trip volume by state behind California, Florida, Texas, Pennsylvania, New York, Ohio and Michigan. 2 2005 results NC’s Top States of Overnight Visitor Origin 1. NORTH CAROLINA 42% 2. South Carolina 8% 3. Virginia 8% 4. Georgia 6% 5. New York 4% 6. Florida 4% 7. Pennsylvania 4% 8. Maryland 3% 9. Tennessee 2% 10. Ohio 2% 11. New Jersey 2% 12. Texas 2% Source: 2005 TravelScope/Directions©, Travel Industry Association. Personnel Services $1.9 million Other Administrative Costs $200,000 Media Purchase/Production $5.38 million Publications and Printed Materials $400,000 Inquiry Fulfillment $700,000 Domestic Sales Promotion $500,000 International Advertising/Promotion $1 million Public Relations $340,000 Research $250,000 Grants Programs $130,000 Film Office $500,000 SUB-TOTAL $11.3 million Welcome Centers $1.7 million TOTAL BUDGET $13 million Projected State Tourism Office Budgets 05–06 Ranking State Budget (millions) 1. Hawaii $69.2 2. Illinois $47.8 3. Pennsylvania $31.8 4. Florida $30.7 5. Texas $28.3 6. West Virginia $24.4 7. Arizona $18.3 8. Louisiana $18.0 9. South Carolina $16.9 10. Tennessee $16.6 11. Virginia $16.5 12. California $16.0 13. Utah $15.9 14. Michigan $15.8 15. Kentucky $15.7 16. Wisconsin $14.4 17. Arizona $14.2 18. Nevada $13.6 19. New Mexico $13.2 20. Missouri $13.2 21. NORTH CAROLINA $13.0 22. New Jersey $12.8 23. Georgia $11.0 24. Maryland $11.0 25. Alaska $10.7 According to the Travel Industry Association of America (TIA), the average state tourism office budget for FY 2005-06 was $13.6 million. Eighteen state budgets fall above the average.North Carolina, with a budget of $13.0 million, ranked 21st in projected state tourism office budgets. budget overview 05-06 3 The North Carolina Division of Tourism, Film and Sports Development was funded by general appropriation from the legislature in the amount of $13 million including the Welcome Centers for FY 2005-2006. Advertising and Sales Promotion Budgets Among the 50 states, the average state domestic advertising budget was $4.7 million. North Carolina ranked 19th with a reported advertising budget of $4.8 million. Source: TIA’s 2005-06 Survey of State and Territory Tourism Office Budgets Per-Inquiry Advertising Programs Per-inquiry lead generation programs for 2005 included both television and Internet opportunities. These programswere designed to complement and broaden the reach of the overall advertising campaign. Per-inquiry programs are negotiated based on leads generated rather than audience reach, generate highly qualified leads, and provide a cost-effective cooperative opportunity for the Division’s industry partners. Per-Inquiry Television The Division continued to offer per-inquiry television (PITV) as a part of its cooperative marketing menu in 2005 coupling its own 30-second commercials with 30-second partner commercials. The result was a 60-second North Carolina commercial promoting the overall appeal of North Carolina statewide and the specific benefits of the partner destination. Lead costs were shared equally by the Division and each participating partner, allowing both parties to extend their investment and generate twice the number of leads they would have realized otherwise. Program Highlights: Targeted spot market buys in key markets of origin for North Carolina were coupled with cost-effective exposure on a variety of national cable networks including Discovery Channel, Travel Channel, A&E, Animal Planet, Outdoor Life, Fine Living, MSNBC and the Weather Channel. Canadian audiences were also reached through both spot and cable outlets. • Division investment of $208,000 was matched 1:1 by partners resulting in total investment of more than $400,000. • More than 20,000 leads generated. • PITV partners in 2005 included Asheville, Brunswick Islands, Cape Fear Coast, Crystal Coast and Transylvania County. Per-Inquiry Internet Online lead generation programs also helped further extend the Division's budget in 2005 generating more than 29,000 leads in the family travel, arts and culture, and outdoor/active lifestyle categories. • Print advertising generated 168,088 inquiries, an increase of 8.3 percent over 2004. • In 2005, the Division introduced a series of new print ads that emphasized a sense of relaxation, curiosity and discovery, appealing to those travelers increasingly looking to escape their harried, time-starved lives. • Top-performing publications were Better Homes and Gardens;Midwest Living;O, the Oprah Magazine; and Southern Living. • TIA’sNational Council of State Tourism Directors recog-nized the Division with two prestigious Mercury Awards in 2005, one in the category of Broadcast Advertising for television commercials and another in the category of Technical Marketing for the VisitNC.com website. • Another source of peer recognition was awarded to the Division by the 2005 Southern Governors’ Association for best practices in overall integrated brand marketing. • The Division was a finalist for a 2005 Kelly Award, presented by the Magazine Publishers of America. This award evaluates print advertising across all categories and the Division was honored for one of the top 25 campaigns in the country along with such prominent brands as BMW, Porsche, Got Milk, Mini-Cooper and Altoids. 4 advertising accomplishments The Division’s consumer website continued to attract a large number of visitors each month. The site contained valuable statewide travel information including events, attractions and accommodations, which were provided and updated by tourism industry partners. • 4,077,825 total unique visits to the site in 2005. • Over 49 percent of visitors interacted significantly with the site, an extremely high conversion rate. Visitors ordered a publication, signed up for an eNewsletter or eSpecial, performed a search to a fully rendered page or filled out a “Contact Us” form. Home Page Experiences Microsites celebrating distinctive North Carolina experiences were offered on VisitNC.com throughout the year with experiences appropriate to the season highlighted on the homepage. • Outdoor Drama – Four-month summer feature for 5,972 total click-thrus. • Fall Color – Three-month fall feature for 28,876 total click-thrus. • Motorsports – Two-month feature for 3,860 total click-thrus. • Golf – This five-month feature was the second most viewed experience, receiving 9,333 click-thrus. • Civil War – Three-month spring feature for 4,239 click-thrus. • Ski – Three-month winter feature for 2,043 click-thrus. • Holiday –One-and-one-half month winter feature for 4,877 total click-thrus. 5 Print Co-op The Division negotiated favorable rates with leading travel, lifestyle and special interest publications to provide industry partners with cost-effective opportunities to broaden the reach of their own advertising efforts. • 29 partners were showcased in magazine insertions including Arthur Frommer's Budget Travel, Good House-keeping and The New York Times Sophisticated Traveler. • Co-op efforts promoting North Carolina's Civil War Trails, destinations and attractions across the state featured an additional 39 partner placements in Civil War Traveler and Preservation. eSpecials Partners in this program were able to go directly to consumers’ email inbox on a monthly basis to promote special offers, hot deals or travel packages. • Active contacts in 2005 exceeded 13,000. • Active contacts for golf eSpecials in 2005 reached nearly 2,800. VisitNC.com Banner Program Industry partners who participated in the VisitNC.com banner advertising program benefited from front-line exposure to the site’s more than 4 million visitors. • 43 partners • 25,725,221 total views • 201,660 click-thrus visitnc.com The Division coordinated and hosted familiarization tours and attended several media missions both domestically and internationally. All of these efforts resulted in the following: • The Division generated $14.9 million in media coverage. • Domestic media result was $12.1 million and international coverage was $4.5 million. • The Division hosted 78 travel writers from abroad and domestically who visited 35 counties in 2005. • Division staff: — Responded to 190 domestic media requests from journalists and travel writers. — Produced and distributed more than 50 press releases in both domestic and international markets. — Hosted 39 golf writers and tour operators from across the United States, Canada and Europe, using the U.S. Open to tout the state’s golf courses and complementary activities. In-state Awareness North Carolina benefited from the Division’s comprehen-sive in-state awareness campaign. The North Carolina Association of Broadcasters, the North Carolina Press Association, the North Carolina Outdoor Advertising Association and UNC-TV all supported efforts to promote the state as a travel destination to residents. Broadcast Member television and radio stations across North Carolina aired over 25,000 radio and television commercials representing a value of $1,837,671 worth of non-paid announcements promoting the state. • 22,035 radio commercials aired representing a value of $1,275,979. • 3,460 television commercials aired representing a value of $561,692. UNC-TV Exclusively underwritten by the N.C. Division of Tourism, “North Carolina Weekend” continued to be UNC-TV’s top rated locally produced show. The attractions featured on the show reported that the number of visits to their sites, events and businesses increased tremendously after the segment in which they were featured aired to the public. In addition, the number of visits to the North Carolina Weekend webpage has grown and continues to attract visits. Overall, viewers are most impressed by the high quality of the productions. “North Carolina Weekend” airs Thursdays at 9:00 p.m. with repeats on Fridays at 8:00 p.m. on UNC-TV. • NC Weekend visited approximately 75 North Carolina counties in 2005. • There were approximately 60 segments produced for the program in 2005. • The production crew has traveled close to 25,000 miles. The Division continued an active public relations program by working with various targeted media, government entities and tourism outlets to promote North Carolina as a premier travel destination both domestically and internationally. 6 public relations North Carolina Outdoor Advertising Billboard • The I-95 North Welcome Center continued to be the state’s most visited, hosting 2,027,111 travelers in 2005, up almost ten percent over 2004. • Welcome Centers registered 9,008 visitors from other countries, including 5,566 from Canada, 1,021 from German-speaking Europe and 498 from the United Kingdom/Ireland. • In 2005, Welcome Centers booked 10,513 room nights. This represented total revenue of $741,482 at an average of $70.53 per room night. • On average, over 1,064 brochures representing 100 counties are displayed throughout the Welcome Centers and available to travelers. The nine North Carolina Welcome Centers hosted 8,552,811 visitors in 2005. 7 Counties Travel Counselors Visited on Familiarization or Mini-Familiarization Tours Ashe, Avery, Buncombe, Burke, Cabarrus, Catawba, Durham, Forsyth, Gaston, Guilford, Mecklenburg, New Hanover, Robeson, Surry, Wake, Watauga. welcome center/visitor services Welcome Center Attendance I-95S 1,173,413 I-95N 2,027,111 I-85S 858,918 I-85N 773,245 I-77S 426,798 I-77N 1,145,182 I-40W 985,468 I-26W 370,305 I-26E 792,371 TOTAL 8,552,811 Governor’s Conference on Tourism in Asheville (April 3-5) Tourism economic impact numbers were revealed to over 500 attendees at the Winner’s Circle Luncheon at The Grove Park Inn Resort & Spa in Asheville. In addition to announcing the 2004 economic impact figures that showed tourism in North Carolina to be a $13 billion industry, the Division released comprehensive economic impact figures from 2003 based on a detailed economic impact study by Global Insight. The conference featured top tourism industry speakers, informative learning sessions and concurrent breakout sessions. Tourism Day in Raleigh on Bicentennial Mall (May 10) Governor Michael F. Easley proclaimed May 10, 2005 as North Carolina Tourism Day from the NASCAR/Nextel All-Star Challenge stage flanked by current and former motorsports drivers. Thousands of people from across the state, including current legislators, attended the day-long festivities. The Division also supported the North Carolina Travel Industry Association in their successful efforts to exhibit tourism attractions and destinations in the Legislative Building during the day and host an evening reception for policymakers at the North Carolina Museum of History. 2005 U.S. Open Championship Golf Tournament in Pinehurst (June 13-19) The Division utilized the U.S. Open to host domestic and international travel and golf writers, sports developers and marketers, meeting planners, airline and film executives, and tour operators. In conjunction with the U.S. Open, the Division hosted two familiarization tours that included 26 travel and golf writers and 13 tour operators from the United States, Germany, Great Britain and Canada. This event brought 350,000 visitors to North Carolina. Mid-Year Marketing Update in Raleigh (September 13) The Division informed over 150 attendees at the North Carolina Museum of Art of upcoming marketing and advertising opportunities in addition to industry research compiled to assist in improving business and increase tourism in North Carolina. industry relations The Official 2006 North Carolina Travel Guide • This 192-page publication features the state’s mountain, piedmont and coast regions with listings for727attractions, 337 campgrounds and 3,444 accommodations. • An inviting photo of Pea Island National Wildlife Refuge is featured on the cover. • Production of the Travel Guidewas made possible through the Division’s partnership with Journal Communications and the North Carolina travel industry. — 700,000 copies were distributed via 1-800-VISIT NC, the Welcome Centers, trade shows and other marketing initiatives. — 190 partners placed advertisements in the Travel Guide. The Official 2006 North Carolina Golf Guide • This 56-page guide featured listings for over 450 public and semi-private golf courses around the state. • The cover of the guide featured Nags Head Golf Links in Nags Head. • Production of the Golf Guide was also made possible through the Division’s partnershipwith Journal Communications and the North Carolina Travel Industry. — 270,000 copies were dis-tributed via 1-800-VISIT NC, the Welcome Centers, trade shows and other marketing initiatives. The quantity was increased from the previous year due to the anticipated demand for the U.S. Open golf tournament. — 60 partners advertised in the Golf Guide. 8 publications The Division partnered with the North Carolina Department of Transportation to include travel information as an optional part of the statewide 511 telephone system for current road and traffic conditions. Visitors traveling in North Carolina were able to connect with an operator at 1-800-VISIT NC or by dialing 511 from their mobile phones and using a voice-activated menu. The Call Center sent 255,409 travel packages to potential visitors in 2005 and received a total of 2,221,915 requests for North Carolina travel information by phone, magazine reader service cards, mail and via the website. inquiry/call center 2005 Information Requests Mail 5,885 Reader Service 168,088 Phone 58,685 Misc. (Fax, email) 250 Web 1,985,007 TOTAL 2,217,915 In 2005, Travel Trade Development initiatives worked to reach group tour planners, travel agents, motorcoach tour operators and planners of meetings and conventions. Some key travel trade events were: 9 travel trade development • American Bus Association – February. Met with 35 tour operators from the United States. • Travel South Showcase – February. The Division hosted a luncheon during Travel South spotlighting North Carolina to 700 delegates and introduced five new themed trails which were developed into a booklet for distribution to tour operators: Crafty People & Crafty Places; Good Tunes & Great Tastes; Landmarks & Legends; Homegrown, Handmade & Absolutely Wild; and Film & Literary. • Pow Wow –May. An international trade show produced by the Travel Industry Association of America. • Ontario Motorcoach Association –October. Met with 20 tour operators. • National Tour Association (NTA) –November. Met with over 40 tour operators from the United States and Canada. • Blue Ridge Parkway Familiarization Tour – April. The Division partnered with Virginia and Tennessee to host a nine-day tour of the Blue Ridge Parkway with 30 AAA and CAA representatives from the United States and Canada. • A domestic sales mission with industry partners from Asheville, Randolph County, Fayetteville and Johnston County traveled to Pennsylvania and New Jersey, and called on 22 tour operator and AAA offices in the two states, resulting in eight immediate new tours to North Carolina. The North Carolina Calendar of Events • Two editions of the Calendar of Events were published: – 2005 July – December (56 pages) – 2006 January – June (56 pages) • The booklets highlighted over 1,800 different tourism-related events across the state. • The Division produced 275,000 copies of each edition at a cost of $35,750 or $0.13 per copy. NewsLink • Emailed weekly to over 1,250 subscribers, this electronic publication provided current information to the tourism industry, legislators and the media. • Timely information was provided 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 was no subscription charge for this eNewsletter and it was available to anyone with a valid email address. The UpdateNC Newsletter • This six-page publication updated the North Carolina travel industry, related businesses and lawmakers on current Division initiatives, news and other relevant information. • The Division produced two editions of UpdateNC – one on Tourism Satellite Accounting and one on International Marketing. A total of 3,500 each were printed and distributed. Annual Report /Strategic Plan • This publication informed North Carolina taxpayers, state legislators, local governments and other tourism-related entities of the Division’s activities throughout the year, and the financial impact of tourism on the North Carolina economy. • Production of 2,500 copies of the Annual Report at no cost to the state of North Carolina was made possible through the Division’s partnership with Loeffler Ketchum Mountjoy. • Production and development of 2,500 2005-2006 Strategic Plans were distributed at Mid-Year Marketing Update and throughout the year. 10 • In partnership with South Carolina, participated in a sales mission to the Los Angeles area, calling on 12 tour operators and participating in two travel agent shows and one NTA luncheon. • Hosted a familiarization tour during the U.S. Open in Pinehurst – 16 participants included tour operators from the United States, United Kingdom, Germany and Canada. They visited Durham, Seagrove, Wilmington, Lexington, Winston-Salem, and Alamance County, including visits to the Childress and Iron Gate wineries, in addition to attending the U.S. Open. CANADA Canada provided North Carolina’s highest number of international visitors. Ease of access via direct air service and highways, high disposable income, plus strengthening of the Canadian dollar contributed to tourism growth from Canada. In 2005, overnight visitation from Canada increased 15.6 percent from 342,600 visitors in 2004 to 396,200 visitors in 2005. Over 70 percent of those visitors came from the province of Ontario, with the majority of the remaining 30 percent arriving from the province of Quebec. • North Carolina has 11 daily flights from Canada offered by US Airways and Air Canada into the Charlotte and Raleigh/Durham gateways. • 73 percent of visitors arrive from Canada by car. • 76 percent of Canadian visitors come for holidays, vacations or visiting friends and relatives. • 13 percent of Canadian travelers come for business, meetings, conventions or other work-related travel. Sales and Marketing Results • 31 Canadian tour operators (both group tour and F.I.T.) now feature one or more North Carolina trips in their product offerings. This represents a 19 percent increase over 2004. • Attended five golf and travel consumer shows with attendance totaling over 70,000. • Participated in the Ontario Motorcoach Association’s annual convention, meeting with 20tour operators. • Organized and implemented five group and/or individual familiarization trips. • Media relations efforts generated over $697,474 in broadcast and print media exposure. Special Projects/Promotions • A special National Post newspaper promotion across Canada themed around Father’s Day and the U.S. Open in Pinehurst generated $38,000 in PR value. • A first-time Canadian Sales Mission to Montreal in January included six industry partners from Randolph County, Charlotte, Fayetteville, Johnston County, Durham and the Cape Fear Coast. This group met with 15 tour operators and hosted a luncheon attended by 25 media and tour operators. • In partnership with Travel South, the Division participated in a sales mission to Toronto with over 70 tourism industry participants. The event included a golf media dinner, travel media luncheon, sales calls to area tour operators, CAA training, and a consumer show attended by more than 2,000 people. GERMAN-SPEAKING EUROPE • Above-average length of stay: Visitors from German-speaking Europe stayed an average of 15 nights in the United States and approximately six nights in North Carolina (1.8 states were visited on average). • Leisure and Business Travel: A high proportion of visitors from Germany indicated they had visited the Charlotte- Gastonia-Rock Hill area (46 percent) as the most common Metropolitan Statistical Area (MSA), which demonstrates the importance ofCharlotte as a business and leisure hub, as well as the importance of the Lufthansa (Munich) and US Airways (Frankfurt) non-stop flights to Charlotte. 11 In 2005 the U.S. Office of Travel and Tourism Industries reported a seven percent increase in German visitors to the United States and a one percent increase in United Kingdom visitors, while ranking North Carolina 18th in the nation for overseas visitors. international marketing Sales and Marketing Results • Trade and Consumer Marketing: North Carolina was featured in 65 tour operator brochures; an increase of over 30 percent from 2004. • Database: Developed a new North Carolina-specific consumer database of approximately 200,000 addresses as a result of brand marketing campaigns. • Participated in ITB and partnered with VisitUSA for breakfast seminars, consumer shows, travel agent on-line training and four consumer shows in German-speaking Europe. • Educationals/Familiarizations: Partnered with Lufthansa and US Airways for VIP familiarizations to the U.S. Open Championship in Pinehurst (eight trade and media participants from German-speaking Europe). • European Sales Mission: Mission to Germany, Switzerland and Italy included tourism event in Zurich and a media luncheon in Munich. PR Results • Five individual media familiarizations. • 200 journalists were provided information on North Carolina. • Generated PR leads with a value of $2,737,516 and a circulation of 34,996,848. Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries Overseas Visitors to Select U.S. States & Territories 2005 2005 State/Territory 2005 2005 Rank Visitation Market Share Visitation 1. New York 28.1% 6,092,000 2. California 22.1% 4,791,000 3. Florida 20.2% 4,379,000 4. Hawaii 10.4% 2,255,000 5. Nevada 8.4% 1,821,000 6. Illinois 5.3% 1,149,000 7. Guam 5.2% 1,127,000 8. New Jersey 4.6% 997,000 9. Texas 4.4% 954,000 10. Massachusetts 4.0% 867,000 11. Georgia 3.0% 650,000 12. Pennsylvania 2.9% 629,000 13. Arizona 2.6% 564,000 14. Ohio 1.7% 369,000 14. Washington 1.7% 369,000 16. Michigan 1.5% 325,000 17. Colorado 1.4% 303,000 18. NORTH CAROLINA 1.3% 282,000 12 PR Results • Four individual media familiarizations/one group golf familiarization tour (four journalists /two film crews). • 340 journalists were provided with information on North Carolina including features, release distribution and press packs. • Generated PR leads with a value of $1,868,453 and a total circulation of 67,672,834. International Traffic on VisitNC.com International traffic from the United Kingdom, Germany and Canada supported on-going marketing efforts in these countries. 2005 Traffic From Traffic From Traffic From United Kingdom Germany Canada Jan. 8,216 visits 1,664 visits 7,338 visits Feb. 2,349 visits 1,653 visits 5,103 visits Mar. 2,959 visits 2,113 visits 6,709 visits Apr. 3,139 visits 2,400 visits 5,884 visits May 3,545 visits 2,916 visits 8,197 visits June 3,469 visits 2,727 visits 7,313 visits July 2,573 visits 2,480 visits 4,613 visits Aug. 2,608 visits 2,610 visits 4,335 visits Sept. 2,610 visits 2,885 visits 3,817 visits Oct. 2,299 visits 2,360 visits 3,566 visits Nov. 2,872 visits 2,872 visits 4,982 visits Dec. 3,149 visits 2,995 visits 7,143 visits ENGLAND, NORTHERN IRELAND, SCOTLAND AND WALES • 63.6 percent of these visitors stayed solely for leisure purposes, including visiting friends and family. • While in the United States, our visitors from the United Kingdom took in 2.5 states, staying for six nights within North Carolina and 14.5 nights on average. Sales and Marketing Results • U.S. Tourism Campaign: North Carolina was one of the key sponsors of the U.S. Department of Commerce visitor campaign that targeted potential United Kingdom visitors to the U.S. The campaign ran under the theme “You’ve Seen The Film, Now Visit The Set.” • The Clearing Film Promotion: With the DVD release of The Clearing, an integrated promotion highlighted North Carolina as the location of the film and included joint activity with US Airways, Travelbag and Alamo. • North Carolina Sales Mission: North Carolina Department of Commerce and the Division of Tourism, Film and Sports Development hosted a sales mission in London (April), inviting key suppliers and potential business partners of the state. Held at Deans Church, Westminster Abbey, the event was attended by 76 business partners, 28 being travel-related. • Educationals/Familiarizations: — Partnered with US Airways and American Airlines in hosting VIP familiarizations to the U.S. Open in Pinehurst (nine tour operators and media participants). — In partnership with US Airways, a group from SATO Travel was hosted in Charlotte to promote the city as a weekend/stopover destination (eight agents participated). • Participated in World Travel Market (London) where North Carolina partnered with the private sector in meeting key trade suppliers and media. Events were also held for targeted tour operators/journalists. Grants awarded include: • Alexander County Chamber of Commerce. A $3,000 grant to support production of the chamber’s first tourism brochure and website. • Ashe County Chamber of Commerce. A $3,000 grant to fund “High Country Back Roads,” a regional tourism multimedia marketing effort. • Audubon North Carolina (statewide). A $3,000 grant to support the marketing plan for the North Carolina Birding Trail program. • Boone Convention and Visitor’s Bureau (Watauga County). A $3,000 grant to help promote the “Choose and Cut” Christmas tree program. • Caldwell County Chamber of Commerce. A $6,300 grant to be used to develop a visitor’s guide promoting the area’s heritage and cultural assets. • Carolina Arts Network Inc. (Robeson County). A $6,300 grant to support the advertising and promotion for the outdoor drama Strike at the Wind! • Chowan County Tourism Development Authority. A $3,000 grant to be used to develop a guide map supporting Edenton’s designation as “The South’s Prettiest Town.” • Davidson County.A$3,000 grant to be used to launch awebsite that coordinates the tourism marketing efforts of the county’s municipalities. • Dismal Swamp Canal Welcome Center (Camden County). A $3,000 grant to fund a print advertising campaign promoting ecotourism, specifically the birding opportunities at the center. • East Carolina Wildfowl Guild (Beaufort County). A $3,500 grant to support a marketing plan for the North Carolina DecoyCarving Championship and Wildfowl Festival. 13 The Division continues efforts to develop tourism across the state, particularly in rural, less advantaged areas. The Tourism Matching Funds Program awarded nearly $130,000 in matching funds grants to 29 organizations. Each year the Division typically sets aside matching grant funds to assist statewide, regional and local destination marketing organizations and some governmental entities in marketing their areas as travel destinations. The program favors projects from rural and/or economically depressed areas of the state. tourism matching grants • Graham County Travel & Tourism Authority. A $6,300 grant to promote new whitewater opportunities on the Cheoah River. • Halifax County Tourism Development Authority. A $6,300 grant to support the development of a marketing plan for the new Roanoke Canal Museum. • Lumberton Tourism Development Authority (Robeson County). A $6,300 grant to be used to promote the area via targeted trade shows. • McDowell County Tourism Development Authority. A $6,000 grant to fund a targeted advertising campaign on cable television. • Greater Mount Airy Tourism Development Authority (Surry County). A $3,000 grant to be used for targeted advertising in AAA Go magazine. • Murfreesboro Historical Association (Hertford County). A $6,300 grant to be used for television advertising promoting area heritage sites and events. • Ocracoke Civic & Business Association Inc. (Hyde County). A $4,000 grant to fund a targeted Internet advertising campaign. • Ocracoke Preservation Society Inc. (Hyde County). A $4,300 grant to fund advertising in Southern Living magazine. • Partnership for the Sounds & Tyrrell County Ecotourism Committee (Tyrrell County). A $6,000 grant to support a marketing plan promoting the Albemarle Sound as an ecotourism destination. • Roanoke River Partners (Bertie, Halifax, Martin, Northampton and Washington counties). A $5,000 grant to fund print and Internet advertising promoting the Roanoke River as an ecotourism destination. 14 heritage tourism Assisted Communities in 59 counties. Fundraising at the Local Level • Wrote or assisted with over 46 applications for local organizations that to date have leveraged over $920,000 in grant funds with other monies pending. • Raised over $125,000 with fundraising and corporate sponsorships. North Carolina Civil War Trails The Division, 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 grant leveraged a match of $275,000 from the local communities who joined the program. • Held the official launch of the trail and introduced the first of two collateral pieces on March 14, 2005, at Bentonville Battleground to coincide with the week of the 145th anniversary of the Battle of Bentonville. • The trail expanded to over 100 markers by the end of 2005. • Began the push to expand trail into western North Carolina and implement the creation of the second brochure. • Continued to add sites in the piedmont and coast regions. • Rockingham County Tourism Development Authority. A $6,000 grant to be used to develop a website appealing to outdoor enthusiasts. • Town of Scotland Neck (Halifax County). A $5,800 grant to fund billboard and print media advertising that promotes the town as an “Outdoor Paradise.” • Southern Appalachian Repertory Theatre (Madison County). A $2,400 grant to promote the upcoming theater season to targeted out-of-state markets. • Spruce Pine Main Street (Mitchell County). A $4,500 grant to fund multimedia advertising to promote a new cultural event, Fire on the Mountain. • Stecoah Valley Center (Graham County). A $5,900 grant to be used to promote the center’s heritage music events. • Vance County Tourism Department. A $6,000 grant to fund television advertising on ESPN2 for the East Coast Drag Times Hall of Fame annual event. • Wilkes Chamber of Commerce (Wilkes County). A $2,800 grant to be used to create new print materials emphasizing the area’s history and natural scenic beauty. • Yadkin Pee Dee Lake Project (Anson, Davidson, Montgomery, Randolph, Richmond, Rowan and Stanly counties). A $3,000 grant to be used to develop a marketing piece for the SPLASH! canoe and kayak event. • Yadkin County Chamber of Commerce. A $3,000 grant to fund targeted in- and out-of-state print media promoting the county’s agritourism program. 2005 Highlights • Worked with sports organizations, event owners, sports sales managers and sports commissions statewide to enhanceNorth Carolina’s economy, image and quality of life through the attraction, promotion and development of regional, national and international sports-related events. • Partnered with North Carolina Amateur Sports and North Carolina Senior Games to coordinate statewide sports-related events such as Cycle North Carolina, State Games of North Carolina and Senior Games. • Provided companies considering relocation to North Carolina with research information on the number of golf courses, professional sports and recreational sports activities in North Carolina. • Provided contact information for sports organizations, motorsports teams and professional sports teams in North Carolina. • Updated and expanded the online list of sports-related events and sports organizations in North Carolina. • Updated the online North Carolina Athletic Facility Guide and produced copies distributed to various event owners, national governing bodies and at trade shows. • Coordinated a cooperative effort with sports sales managers from 12 North Carolina communities to market North Carolina as a premier sporting event destination at the following trade shows: TEAMS (Travel, Events And Management in Sports), Amateur Athletic Union (AAU), United States Sports Specialty Association (USSSA) and the USA Track & Field Convention. Blue Ridge National Heritage Area (BRNHA) Created by congressional legislation, the BRNHA is supported through a partnership with the Division, who provides five Heritage Tourism Officers to coordinate planning for the 25 counties in the designated region. • After completing the federally-mandated county development plans for each county, the Heritage Officers have begun assisting with implementation of the county initiatives. • Part of the program includes federal monies designated for community grants. The BRNHA awarded over $330,000 in grants to 20 recipients. Community Development • The Division supported efforts of the North Carolina Department of Agriculture and Consumer Services Agritourism program to form an Agritourism Networking Association and to promote agritourism businesses across the state. • The Division staff continues to work closely with the state’s wine industry. Yadkin Valley winegrowers benefited from a Golden Leaf Foundation grant to promote visitation to their region and raise recognition of their wineries and vineyards. Geotourism Map Guide to Appalachia • 45 sites in North Carolina were featured in a geotourism map guide produced collaboratively through the National Geographic Society and the Appalachian Regional Commission’s Tourism Council. The printed map was inserted in the April 2005 issue of National Geographic Traveler magazine and delivered to more than 900,000 subscribers nationwide. 15 sports development 16 2005 Highlights In 2005, the North Carolina Wine & Grape Council was transferred from the North Carolina Department of Agriculture to the Division of Tourism, Film and Sports Development. The Council’s budget was increased to $500,000, allowing them to expand their communications program to better reach the wine tourist. • Increased focus of wine tourism development. • Increased sales of North Carolina wines. • Raised awareness of North Carolina wines through familiarization tours and teaming with other wine community partners such as the North Carolina Bed & Breakfast Association. • Implemented a statewide billboard campaign. • Placed advertising in Southern Living and the Official 2006 North Carolina Travel Guide. • Created new consumer and industry newsletters. • Increased public relations efforts. wine tourism Movie, television and commercial productions spent $300 million in North Carolina in 2005, an increase of 21.6 percent from 2004, and contributed an estimated 22,000 production-related jobs for North Carolinians. • Spending on film rose to $33 million in 2005 from $9.2 million in 2004. Television spending jumped to $75 million from $45 million, and commercial (and other miscellaneous production) spending rose to $192 million from $180 million. • Among the notable film projects the state hosted in 2005 were Home of The Giants and Talladega Nights: The Ballad of Ricky Bobby. north carolina film • Attended meetings with sports organizations and sports-related events throughout North Carolina to coordinate efforts to retain and increase sports-related expenditures in North Carolina. • Provided national governing bodies of the United States Olympic Committee with information about athletic venues inNorth Carolina capable of hosting regional and national championship events that will generate travel business to North Carolina. • Partnered with the NCAS Endowment Fund to award 18 grants to amateur sports organizations and facilities throughout North Carolina. Athletic facility enhancements will increase North Carolina’s opportunities to bring sports-related events to the state. • Compiled economic impact statistics for sports-related events held in North Carolina. Wine Billboard ALAMANCE 119.85 7.9% 21.28 1.27 7.11 2.23 ALEXANDER 15.04 7.4% 2.42 0.12 0.84 0.67 ALLEGHANY 16.82 9.7% 3.43 0.18 0.84 1.18 ANSON 12.65 10.7% 1.77 0.11 0.74 0.33 ASHE 34.78 5.3% 5.79 0.36 1.84 2.01 AVERY 82.81 1.2% 21.91 1.27 4.37 3.83 BEAUFORT 58.08 12.0% 8.55 0.46 2.98 3.71 BERTIE 9.66 7.9% 1.12 0.05 0.54 0.58 BLADEN 28.20 8.7% 3.48 0.20 1.68 0.87 BRUNSWICK 336.55 7.8% 72.50 4.81 16.44 22.07 BUNCOMBE 585.01 9.1% 147.43 8.71 30.95 18.91 BURKE 65.35 5.2% 10.89 0.66 3.66 2.04 CABARRUS 222.22 10.9% 57.55 3.19 13.18 3.71 CALDWELL 40.67 6.9% 6.87 0.37 2.23 1.36 CAMDEN 1.53 6.0% 0.19 0.01 0.08 0.14 CARTERET 246.35 4.7% 50.64 3.27 11.67 16.04 CASWELL 5.71 5.8% 0.67 0.04 0.28 0.43 CATAWBA 190.94 7.3% 39.40 2.33 10.60 6.20 CHATHAM 20.88 12.4% 2.89 0.16 1.25 0.40 CHEROKEE 31.04 -3.4% 5.47 0.34 1.54 1.97 CHOWAN 16.61 8.6% 2.81 0.17 0.83 1.11 CLAY 10.92 8.9% 1.36 0.07 0.47 1.28 CLEVELAND 77.60 11.0% 12.58 0.71 4.61 1.44 COLUMBUS 39.08 3.7% 5.31 0.30 2.26 1.15 CRAVEN 87.42 9.7% 19.40 1.01 4.83 2.05 CUMBERLAND 328.09 4.1% 72.34 4.01 18.07 7.29 CURRITUCK 109.45 9.8% 23.34 1.56 4.94 5.44 DARE 646.08 4.8% 152.57 10.75 32.59 31.06 DAVIDSON 104.97 8.4% 17.26 0.96 5.94 3.63 DAVIE 25.84 9.2% 5.19 0.27 1.46 0.49 DUPLIN 31.88 4.8% 4.18 0.23 1.87 1.00 DURHAM 467.86 6.3% 108.99 7.19 25.98 14.37 EDGECOMBE 44.25 11.7% 6.91 0.39 2.46 0.81 FORSYTH 520.01 7.4% 100.83 5.82 30.95 10.33 FRANKLIN 14.82 8.9% 1.96 0.11 0.84 0.39 GASTON 163.01 7.3% 29.13 1.71 9.45 2.89 GATES 4.88 8.9% 0.48 0.02 0.30 0.20 GRAHAM 22.42 13.4% 4.46 0.30 1.10 1.56 GRANVILLE 33.22 11.3% 4.75 0.29 1.94 0.99 GREENE 4.20 7.7% 0.47 0.03 0.24 0.15 GUILFORD 948.68 6.5% 264.11 12.88 50.38 23.16 HALIFAX 55.83 7.1% 7.85 0.45 3.43 1.30 HARNETT 51.58 7.0% 8.44 0.51 2.91 1.24 HAYWOOD 103.46 5.9% 22.98 1.40 5.50 4.48 HENDERSON 181.79 4.9% 37.18 2.13 8.52 8.56 HERTFORD 22.14 6.9% 3.25 0.19 1.31 0.58 HOKE 7.16 7.2% 1.00 0.07 0.41 0.12 HYDE 27.49 7.6% 6.02 0.42 1.36 1.55 IREDELL 155.64 9.4% 28.19 1.67 8.79 5.13 JACKSON 61.71 10.8% 11.63 0.67 2.92 5.09 JOHNSTON 145.63 8.3% 25.29 1.57 8.29 3.93 JONES 3.09 8.7% 0.48 0.02 0.19 0.10 LEE 52.61 5.8% 10.62 0.62 3.05 1.08 LENOIR 63.67 6.3% 12.15 0.65 3.57 1.32 LINCOLN 34.82 6.4% 6.40 0.34 1.95 1.10 MACON 102.52 11.1% 20.42 1.13 4.85 8.73 MADISON 24.72 16.6% 5.48 0.31 1.32 1.20 MARTIN 24.30 7.2% 4.12 0.25 1.35 0.65 MCDOWELL 34.02 -0.4% 5.81 0.36 1.82 1.32 MECKLENBURG 2,928.57 8.9% 1,134.54 39.63 142.70 78.95 MITCHELL 17.60 4.6% 3.06 0.18 0.80 0.80 MONTGOMERY 18.73 10.9% 2.15 0.10 0.90 1.84 MOORE 326.05 7.3% 84.48 5.50 17.47 10.44 NASH 178.55 2.9% 39.83 2.65 9.65 5.04 NEW HANOVER 350.42 7.3% 88.70 5.26 17.83 13.85 NORTHAMPTON 10.99 9.9% 1.45 0.06 0.50 0.98 ONSLOW 137.64 10.7% 29.50 1.52 7.36 5.06 ORANGE 127.20 6.9% 26.83 1.70 7.27 2.71 PAMLICO 13.15 9.3% 1.78 0.08 0.57 1.55 PASQUOTANK 40.90 6.9% 7.17 0.46 2.31 0.98 PENDER 61.00 5.7% 11.79 0.72 2.91 4.39 PERQUIMANS 7.83 5.1% 1.08 0.05 0.34 0.93 PERSON 24.73 5.4% 3.52 0.21 1.45 0.59 PITT 157.40 5.9% 34.51 2.00 8.37 3.72 POLK 16.66 7.4% 2.74 0.17 0.88 1.01 RANDOLPH 91.73 3.5% 16.29 0.91 5.55 1.53 RICHMOND 38.95 7.1% 7.94 0.47 2.13 0.78 ROBESON 97.78 5.8% 16.67 1.07 5.68 1.88 ROCKINGHAM 53.96 8.3% 9.76 0.58 2.92 1.38 ROWAN 103.61 5.3% 19.43 1.18 5.65 3.45 RUTHERFORD 118.23 10.8% 19.29 1.20 7.10 3.75 SAMPSON 37.64 6.7% 5.56 0.30 2.12 1.28 SCOTLAND 31.18 4.4% 5.83 0.37 1.75 0.58 STANLY 57.03 6.5% 8.63 0.50 3.33 1.83 STOKES 17.72 5.1% 2.57 0.14 0.92 0.74 SURRY 71.47 7.7% 11.86 0.68 4.04 1.63 SWAIN 222.01 4.0% 72.27 3.33 13.61 4.99 TRANSYLVANIA 69.94 8.4% 14.50 0.82 2.85 3.38 TYRRELL 3.35 6.4% 0.37 0.02 0.16 0.34 UNION 74.77 8.6% 13.32 0.80 4.27 1.44 VANCE 37.39 7.9% 5.85 0.32 2.21 1.19 WAKE 1,218.86 7.7% 435.25 17.29 60.35 35.18 WARREN 17.87 0.5% 2.48 0.12 0.68 1.63 WASHINGTON 11.09 6.4% 1.67 0.10 0.62 0.50 WATAUGA 164.08 3.1% 40.66 2.50 8.57 6.77 WAYNE 101.78 -1.4% 15.62 0.91 6.30 1.66 WILKES 53.25 5.6% 8.86 0.53 2.67 1.27 WILSON 75.44 7.1% 12.91 0.77 4.47 1.53 YADKIN 28.19 5.0% 5.50 0.37 1.55 0.74 YANCEY 23.57 6.8% 4.51 0.23 1.11 1.78 TOTALS $14,215.91 7.3% $3,750.70 185.22 $747.70 $461.03 2005 IMPACT OF TRAVEL BY COUNTY County Expenditures Expenditures Payroll Employment State Tax Local Tax ($ Millions) % Change ($ Millions) (Thousands) Receipts Receipts (04-05) ($ Millions) ($ Millions) County Expenditures Expenditures Payroll Employment State Tax Local Tax ($ Millions) % Change ($ Millions) (Thousands) Receipts Receipts (04-05) ($ Millions) ($ Millions) Source: TEIM, Travel Industry Association, 2006 North Carolina Department of Commerce Division of Tourism, Film and Sports Development Shipping: 301 North Wilmington Street, Raleigh, NC 27601 Mailing: 4324 Mail Service Center, Raleigh, NC 27699-4324 Phone: 919-733-4171 Fax: 919-733-8582 v i s i t n c . c o m n c c o m m e r c e . c o m © 2006 N.C. Department of Commerce, Division of Tourism, Film and Sports Development 1,500 copies of this document were printed at no cost to the state of North Carolina.
Object Description
Description
Title | Annual report of the North Carolina Division of Tourism, Film and Sports Development |
Other Title | Annual report |
Date | 2005 |
Description | 2005 |
Digital Characteristics-A | 437 KB; 20 p. |
Digital Format | application/pdf |
Full Text | 05 nc annual report north carolina division of tourism, film and sports development Carol S. Lohr Chair Morehead City Appointed by: Senate President Pro Tempore Jim Fain Secretary, Department of Commerce Raleigh Ex Officio Lynn Minges Executive Director, Division of Tourism, Film and Sports Development Raleigh Ex Officio Thomas R. Ruff Asheville Appointed by: NCRA Donna Bailey-Taylor Smithfield Appointed by: NCACVB Douglas Brindley Corolla Appointed by: Senate President Pro Tempore Chris Cavanaugh Asheville Appointed by: Governor Haddon Clark Charlotte Appointed by: NC Petroleum Marketers Cindy Curry Charlotte Appointed by: House Speaker Joyce Dugan Cherokee Appointed by: Governor Mohammad Jenatian Charlotte Appointed by: House Speaker Phil Kirk Raleigh Appointed by: NCCBI J. Craig Madison Asheville Appointed by: NCHLA Mary Baggett Martin Wrightsville Beach Appointed by: NCHLA John McLellan Lumberton Appointed by: NCRA Kelly Miller Asheville Appointed by: NCRA Ed Phillips Morganton Appointed by: NCACVB Bob Seligson Chair Raleigh E.A. Tod Thorne Vice Chair Charlotte T.E. Austin II Durham Timothy M. Bourne Wilmington Nancy Buirski Durham Frank Capra, Jr. Wilmington Mark de Castrique Charlotte Craig Fincannon Wilmington Joseph A. Gomez Raleigh Monty Hagler High Point Cress Horne Marshville Brenda Parks Hughes Wrightsville Beach Betsy L. Jordan Wilmington Daniel F. McComas Representative, District 19 Wilmington Michael K. McGaha Greensboro Donna E. Mack Raleigh Steve Metcalf Asheville Thom Mount Beverly Hills, CA Dale Pollock Winston-Salem Herman A. Stone Charlotte Travis Tatham Asheville Kelly R. Tenney Castle Hayne Beth Troutman Concord Maragret C. Ward Burlington Arthur Watkins Raleigh R.Willard Hinnant Chair Goldsboro Edward T. Cook Matthews Sandon Dennis Albemarle Jerry Douglas Asheville Mark Friszolowski Lexington David Fussell, Sr. Rose Hill Michael Helton Yadkinville Frank W. Hobson Boonville Joe Neely Mocksville Charles M. Shelton Charlotte Dan Smith Wagram BOARD MEMBERS Wilma M. Sherrill Representative, District 116 Asheville Appointed by: House Speaker Susan Galyon Spangler Greensboro Appointed by: Governor Ann Sternal Kannapolis Appointed by: NCACVB A.B. Swindell Senator, District 11 Nashville Appointed by: Senate President Pro Tempore Scott Thomas Senator, District 2 Raleigh Appointed by: Senate President Pro Tempore Charlie Utz Morehead City Appointed by: Senate President Pro Tempore Cathy Wallace Raleigh Appointed by: NCTIA Thomas Wright Representative, District 18 Wilmington Appointed by: House Speaker North Carolina Travel and Tourism Board North Carolina Film Council North Carolina Wine Council The Division of Tourism, Film and Sports Development made great strides in 2005. Visitors to North Carolina spent $14.2 billion in the state, an increase of 7.3 percent and the largest single-year increase in five years. Tourism remains a vital industry for our citizens as domestic expenditures directly supported 185,200 jobs for North Carolina residents and generated more than $2.3 billion in tax revenue. New film incentives legislation took effect in 2005 and helped to make North Carolina more competitive in luring film production into the state. Increased film activity was realized across the state – particularly in the area of independent films, television, and commercial production. The state’s official website, VisitNC.com, remained a vital portal of information for nearly 4.1 million visitors looking for North Carolina travel information in 2005. New web-based experiences, fall color and fishing reports, as well as improved integration with the state’s official publications, strengthened the value of VisitNC.com while encouraging visitors to discover all that North Carolina has to offer. In addition to website improvements, structural and technological renovations at the Division’s I-85 and I-26 Welcome Centers were also completed in 2005. Statewide marketing efforts received a boost in 2005 with the legislature allocating an additional $1 million in marketing dollars to the Division’s annual budget. Our television presence and partnership with UNC-TV remains an effective way for the Division to get its message out about tourism as “North Carolina Weekend” continues to be one of UNC-TV’s top-rated shows, encouraging North Carolinians to discover the rich treasures within their own state. As an indication of the strength of the Division’s advertising efforts, the Division’s television campaign and website were recognized by the National Council of State Tourism Directors in 2005 as the winners of the prestigious Mercury Award for Best Television Advertising and Best Technical Marketing among the 50 states. Interest in sports remained strong throughout 2005 as the Division continued to partner with North Carolina Amateur Sports in efforts to coordinate a state presence at industry events. In addition, the thousands of motorsports fans traveling in our state represent a popular and vital economic vehicle, highlighted especially as 2005 saw the beginning of North Carolina’s quest for the NASCAR Hall of Fame. The Division continues to pursue and nurture partnerships that facilitate North Carolina’s mission to be the “Heart of Motorsports™.” The return of the U.S. Open Championship to North Carolina presented an opportunity for the Division to promote the state as a premier golfing destination to the international community. With more than 150 of the world’s greatest golfers and 350,000 spectators in attendance, the Division collaborated with the Department of Commerce to take full advantage of the attention generated by this extraordinary global event. Indeed, our international efforts yielded some impressive results. North Carolina ranked 18th in the nation for international visitors and was one of the key sponsors in the U.S. Department of Commerce visitor campaign. Canada provided North Carolina’s highest number of international visitors in 2005. The Division strengthened its partnership with Travel South to reach out to more Canadian visitors in a new marketing initiative to bring more visitors to the South. The Division also implemented a new marketing campaign in the United Kingdom with plans for dedicated marketing support including a new website, travel guide, and travel industry training academy. The year 2005 saw the arrival of the North Carolina Wine & Grape Council to the Division. This move was the result of a desire by the state’s winemakers to focus on marketing and tourism as well as the recognition of agritourism and grape-growing as a viable part of the state’s future economic make-up. You will see in this annual report that the Division was “bullish on tourism” in 2005 and that these efforts yielded great results. However, our efforts would not have been successful without the continued partnership and support of tourism, film, wine and sports leaders across the state who charged ahead with the message to our visitors to explore all that North Carolina has to offer. Despite the social, economic and global challenges the tourism industry faced, 2005 was an exemplary year for the Division. We look forward to continuing to work with our partners to maintain and strengthen the brand that is North Carolina and its position as one of America’s premier travel, film, wine and sports destinations. Jim Fain Lynn D. Minges Secretary of Commerce Executive Director 1 year in review Photo courtesy of Pinehurst Resort 2005 State Rankings by Travel Volume 1. California 2. Florida 3. Texas 4. Pennsylvania 5. New York 6. Ohio 7. Michigan 8. NORTH CAROLINA 9. Georgia 10. Virginia Average Overnight Trip Spending United States Travelers $565 N.C. Visitors (total) $416 N.C. Resident Visitors $294 N.C. Out of State Visitors $511 Average Overnight Trip Duration United States 3.9 nights North Carolina 3.0 nights Top Activities Dining 28% Shopping 20% Touring/Sightseeing 19% Entertainment 18% Beach/Waterfront Activities 12% Nightlife 9% Historic Site 6% National/State Park 6% Festival/Craft Fair 5% Concert/Play/Dance 4% Gaming 4% Museum/Art Exhibit 4% Watch Sports Event 4% Golf 3% Group Tour 3% Hunt/Fish 3% Nature/Culture 3% Theme/Amusement Park 3% Source: 2005 TravelScope/Directions©, Travel Industry Association. Impact of Tourism on North Carolina • Tourism is one of North Carolina’s largest industries. In 2005, domestic travelers spent $14.2 billion across the state (7.3 percent increase over 2004). • Domestic tourism expenditures directly supported 185,200 jobs for North Carolina residents. • Traveler spending generated over $2.3 billion in tax receipts. — $1.1 billion in federal taxes. — $1.2 billion in state and local taxes. - $747.7 million in state tax revenue. - $461.0 million in local tax revenue. 2005 Travel Volume Approximately 64.5 million visitors traveled to North Carolina, ranking eighth in trip volume by state behind California, Florida, Texas, Pennsylvania, New York, Ohio and Michigan. 2 2005 results NC’s Top States of Overnight Visitor Origin 1. NORTH CAROLINA 42% 2. South Carolina 8% 3. Virginia 8% 4. Georgia 6% 5. New York 4% 6. Florida 4% 7. Pennsylvania 4% 8. Maryland 3% 9. Tennessee 2% 10. Ohio 2% 11. New Jersey 2% 12. Texas 2% Source: 2005 TravelScope/Directions©, Travel Industry Association. Personnel Services $1.9 million Other Administrative Costs $200,000 Media Purchase/Production $5.38 million Publications and Printed Materials $400,000 Inquiry Fulfillment $700,000 Domestic Sales Promotion $500,000 International Advertising/Promotion $1 million Public Relations $340,000 Research $250,000 Grants Programs $130,000 Film Office $500,000 SUB-TOTAL $11.3 million Welcome Centers $1.7 million TOTAL BUDGET $13 million Projected State Tourism Office Budgets 05–06 Ranking State Budget (millions) 1. Hawaii $69.2 2. Illinois $47.8 3. Pennsylvania $31.8 4. Florida $30.7 5. Texas $28.3 6. West Virginia $24.4 7. Arizona $18.3 8. Louisiana $18.0 9. South Carolina $16.9 10. Tennessee $16.6 11. Virginia $16.5 12. California $16.0 13. Utah $15.9 14. Michigan $15.8 15. Kentucky $15.7 16. Wisconsin $14.4 17. Arizona $14.2 18. Nevada $13.6 19. New Mexico $13.2 20. Missouri $13.2 21. NORTH CAROLINA $13.0 22. New Jersey $12.8 23. Georgia $11.0 24. Maryland $11.0 25. Alaska $10.7 According to the Travel Industry Association of America (TIA), the average state tourism office budget for FY 2005-06 was $13.6 million. Eighteen state budgets fall above the average.North Carolina, with a budget of $13.0 million, ranked 21st in projected state tourism office budgets. budget overview 05-06 3 The North Carolina Division of Tourism, Film and Sports Development was funded by general appropriation from the legislature in the amount of $13 million including the Welcome Centers for FY 2005-2006. Advertising and Sales Promotion Budgets Among the 50 states, the average state domestic advertising budget was $4.7 million. North Carolina ranked 19th with a reported advertising budget of $4.8 million. Source: TIA’s 2005-06 Survey of State and Territory Tourism Office Budgets Per-Inquiry Advertising Programs Per-inquiry lead generation programs for 2005 included both television and Internet opportunities. These programswere designed to complement and broaden the reach of the overall advertising campaign. Per-inquiry programs are negotiated based on leads generated rather than audience reach, generate highly qualified leads, and provide a cost-effective cooperative opportunity for the Division’s industry partners. Per-Inquiry Television The Division continued to offer per-inquiry television (PITV) as a part of its cooperative marketing menu in 2005 coupling its own 30-second commercials with 30-second partner commercials. The result was a 60-second North Carolina commercial promoting the overall appeal of North Carolina statewide and the specific benefits of the partner destination. Lead costs were shared equally by the Division and each participating partner, allowing both parties to extend their investment and generate twice the number of leads they would have realized otherwise. Program Highlights: Targeted spot market buys in key markets of origin for North Carolina were coupled with cost-effective exposure on a variety of national cable networks including Discovery Channel, Travel Channel, A&E, Animal Planet, Outdoor Life, Fine Living, MSNBC and the Weather Channel. Canadian audiences were also reached through both spot and cable outlets. • Division investment of $208,000 was matched 1:1 by partners resulting in total investment of more than $400,000. • More than 20,000 leads generated. • PITV partners in 2005 included Asheville, Brunswick Islands, Cape Fear Coast, Crystal Coast and Transylvania County. Per-Inquiry Internet Online lead generation programs also helped further extend the Division's budget in 2005 generating more than 29,000 leads in the family travel, arts and culture, and outdoor/active lifestyle categories. • Print advertising generated 168,088 inquiries, an increase of 8.3 percent over 2004. • In 2005, the Division introduced a series of new print ads that emphasized a sense of relaxation, curiosity and discovery, appealing to those travelers increasingly looking to escape their harried, time-starved lives. • Top-performing publications were Better Homes and Gardens;Midwest Living;O, the Oprah Magazine; and Southern Living. • TIA’sNational Council of State Tourism Directors recog-nized the Division with two prestigious Mercury Awards in 2005, one in the category of Broadcast Advertising for television commercials and another in the category of Technical Marketing for the VisitNC.com website. • Another source of peer recognition was awarded to the Division by the 2005 Southern Governors’ Association for best practices in overall integrated brand marketing. • The Division was a finalist for a 2005 Kelly Award, presented by the Magazine Publishers of America. This award evaluates print advertising across all categories and the Division was honored for one of the top 25 campaigns in the country along with such prominent brands as BMW, Porsche, Got Milk, Mini-Cooper and Altoids. 4 advertising accomplishments The Division’s consumer website continued to attract a large number of visitors each month. The site contained valuable statewide travel information including events, attractions and accommodations, which were provided and updated by tourism industry partners. • 4,077,825 total unique visits to the site in 2005. • Over 49 percent of visitors interacted significantly with the site, an extremely high conversion rate. Visitors ordered a publication, signed up for an eNewsletter or eSpecial, performed a search to a fully rendered page or filled out a “Contact Us” form. Home Page Experiences Microsites celebrating distinctive North Carolina experiences were offered on VisitNC.com throughout the year with experiences appropriate to the season highlighted on the homepage. • Outdoor Drama – Four-month summer feature for 5,972 total click-thrus. • Fall Color – Three-month fall feature for 28,876 total click-thrus. • Motorsports – Two-month feature for 3,860 total click-thrus. • Golf – This five-month feature was the second most viewed experience, receiving 9,333 click-thrus. • Civil War – Three-month spring feature for 4,239 click-thrus. • Ski – Three-month winter feature for 2,043 click-thrus. • Holiday –One-and-one-half month winter feature for 4,877 total click-thrus. 5 Print Co-op The Division negotiated favorable rates with leading travel, lifestyle and special interest publications to provide industry partners with cost-effective opportunities to broaden the reach of their own advertising efforts. • 29 partners were showcased in magazine insertions including Arthur Frommer's Budget Travel, Good House-keeping and The New York Times Sophisticated Traveler. • Co-op efforts promoting North Carolina's Civil War Trails, destinations and attractions across the state featured an additional 39 partner placements in Civil War Traveler and Preservation. eSpecials Partners in this program were able to go directly to consumers’ email inbox on a monthly basis to promote special offers, hot deals or travel packages. • Active contacts in 2005 exceeded 13,000. • Active contacts for golf eSpecials in 2005 reached nearly 2,800. VisitNC.com Banner Program Industry partners who participated in the VisitNC.com banner advertising program benefited from front-line exposure to the site’s more than 4 million visitors. • 43 partners • 25,725,221 total views • 201,660 click-thrus visitnc.com The Division coordinated and hosted familiarization tours and attended several media missions both domestically and internationally. All of these efforts resulted in the following: • The Division generated $14.9 million in media coverage. • Domestic media result was $12.1 million and international coverage was $4.5 million. • The Division hosted 78 travel writers from abroad and domestically who visited 35 counties in 2005. • Division staff: — Responded to 190 domestic media requests from journalists and travel writers. — Produced and distributed more than 50 press releases in both domestic and international markets. — Hosted 39 golf writers and tour operators from across the United States, Canada and Europe, using the U.S. Open to tout the state’s golf courses and complementary activities. In-state Awareness North Carolina benefited from the Division’s comprehen-sive in-state awareness campaign. The North Carolina Association of Broadcasters, the North Carolina Press Association, the North Carolina Outdoor Advertising Association and UNC-TV all supported efforts to promote the state as a travel destination to residents. Broadcast Member television and radio stations across North Carolina aired over 25,000 radio and television commercials representing a value of $1,837,671 worth of non-paid announcements promoting the state. • 22,035 radio commercials aired representing a value of $1,275,979. • 3,460 television commercials aired representing a value of $561,692. UNC-TV Exclusively underwritten by the N.C. Division of Tourism, “North Carolina Weekend” continued to be UNC-TV’s top rated locally produced show. The attractions featured on the show reported that the number of visits to their sites, events and businesses increased tremendously after the segment in which they were featured aired to the public. In addition, the number of visits to the North Carolina Weekend webpage has grown and continues to attract visits. Overall, viewers are most impressed by the high quality of the productions. “North Carolina Weekend” airs Thursdays at 9:00 p.m. with repeats on Fridays at 8:00 p.m. on UNC-TV. • NC Weekend visited approximately 75 North Carolina counties in 2005. • There were approximately 60 segments produced for the program in 2005. • The production crew has traveled close to 25,000 miles. The Division continued an active public relations program by working with various targeted media, government entities and tourism outlets to promote North Carolina as a premier travel destination both domestically and internationally. 6 public relations North Carolina Outdoor Advertising Billboard • The I-95 North Welcome Center continued to be the state’s most visited, hosting 2,027,111 travelers in 2005, up almost ten percent over 2004. • Welcome Centers registered 9,008 visitors from other countries, including 5,566 from Canada, 1,021 from German-speaking Europe and 498 from the United Kingdom/Ireland. • In 2005, Welcome Centers booked 10,513 room nights. This represented total revenue of $741,482 at an average of $70.53 per room night. • On average, over 1,064 brochures representing 100 counties are displayed throughout the Welcome Centers and available to travelers. The nine North Carolina Welcome Centers hosted 8,552,811 visitors in 2005. 7 Counties Travel Counselors Visited on Familiarization or Mini-Familiarization Tours Ashe, Avery, Buncombe, Burke, Cabarrus, Catawba, Durham, Forsyth, Gaston, Guilford, Mecklenburg, New Hanover, Robeson, Surry, Wake, Watauga. welcome center/visitor services Welcome Center Attendance I-95S 1,173,413 I-95N 2,027,111 I-85S 858,918 I-85N 773,245 I-77S 426,798 I-77N 1,145,182 I-40W 985,468 I-26W 370,305 I-26E 792,371 TOTAL 8,552,811 Governor’s Conference on Tourism in Asheville (April 3-5) Tourism economic impact numbers were revealed to over 500 attendees at the Winner’s Circle Luncheon at The Grove Park Inn Resort & Spa in Asheville. In addition to announcing the 2004 economic impact figures that showed tourism in North Carolina to be a $13 billion industry, the Division released comprehensive economic impact figures from 2003 based on a detailed economic impact study by Global Insight. The conference featured top tourism industry speakers, informative learning sessions and concurrent breakout sessions. Tourism Day in Raleigh on Bicentennial Mall (May 10) Governor Michael F. Easley proclaimed May 10, 2005 as North Carolina Tourism Day from the NASCAR/Nextel All-Star Challenge stage flanked by current and former motorsports drivers. Thousands of people from across the state, including current legislators, attended the day-long festivities. The Division also supported the North Carolina Travel Industry Association in their successful efforts to exhibit tourism attractions and destinations in the Legislative Building during the day and host an evening reception for policymakers at the North Carolina Museum of History. 2005 U.S. Open Championship Golf Tournament in Pinehurst (June 13-19) The Division utilized the U.S. Open to host domestic and international travel and golf writers, sports developers and marketers, meeting planners, airline and film executives, and tour operators. In conjunction with the U.S. Open, the Division hosted two familiarization tours that included 26 travel and golf writers and 13 tour operators from the United States, Germany, Great Britain and Canada. This event brought 350,000 visitors to North Carolina. Mid-Year Marketing Update in Raleigh (September 13) The Division informed over 150 attendees at the North Carolina Museum of Art of upcoming marketing and advertising opportunities in addition to industry research compiled to assist in improving business and increase tourism in North Carolina. industry relations The Official 2006 North Carolina Travel Guide • This 192-page publication features the state’s mountain, piedmont and coast regions with listings for727attractions, 337 campgrounds and 3,444 accommodations. • An inviting photo of Pea Island National Wildlife Refuge is featured on the cover. • Production of the Travel Guidewas made possible through the Division’s partnership with Journal Communications and the North Carolina travel industry. — 700,000 copies were distributed via 1-800-VISIT NC, the Welcome Centers, trade shows and other marketing initiatives. — 190 partners placed advertisements in the Travel Guide. The Official 2006 North Carolina Golf Guide • This 56-page guide featured listings for over 450 public and semi-private golf courses around the state. • The cover of the guide featured Nags Head Golf Links in Nags Head. • Production of the Golf Guide was also made possible through the Division’s partnershipwith Journal Communications and the North Carolina Travel Industry. — 270,000 copies were dis-tributed via 1-800-VISIT NC, the Welcome Centers, trade shows and other marketing initiatives. The quantity was increased from the previous year due to the anticipated demand for the U.S. Open golf tournament. — 60 partners advertised in the Golf Guide. 8 publications The Division partnered with the North Carolina Department of Transportation to include travel information as an optional part of the statewide 511 telephone system for current road and traffic conditions. Visitors traveling in North Carolina were able to connect with an operator at 1-800-VISIT NC or by dialing 511 from their mobile phones and using a voice-activated menu. The Call Center sent 255,409 travel packages to potential visitors in 2005 and received a total of 2,221,915 requests for North Carolina travel information by phone, magazine reader service cards, mail and via the website. inquiry/call center 2005 Information Requests Mail 5,885 Reader Service 168,088 Phone 58,685 Misc. (Fax, email) 250 Web 1,985,007 TOTAL 2,217,915 In 2005, Travel Trade Development initiatives worked to reach group tour planners, travel agents, motorcoach tour operators and planners of meetings and conventions. Some key travel trade events were: 9 travel trade development • American Bus Association – February. Met with 35 tour operators from the United States. • Travel South Showcase – February. The Division hosted a luncheon during Travel South spotlighting North Carolina to 700 delegates and introduced five new themed trails which were developed into a booklet for distribution to tour operators: Crafty People & Crafty Places; Good Tunes & Great Tastes; Landmarks & Legends; Homegrown, Handmade & Absolutely Wild; and Film & Literary. • Pow Wow –May. An international trade show produced by the Travel Industry Association of America. • Ontario Motorcoach Association –October. Met with 20 tour operators. • National Tour Association (NTA) –November. Met with over 40 tour operators from the United States and Canada. • Blue Ridge Parkway Familiarization Tour – April. The Division partnered with Virginia and Tennessee to host a nine-day tour of the Blue Ridge Parkway with 30 AAA and CAA representatives from the United States and Canada. • A domestic sales mission with industry partners from Asheville, Randolph County, Fayetteville and Johnston County traveled to Pennsylvania and New Jersey, and called on 22 tour operator and AAA offices in the two states, resulting in eight immediate new tours to North Carolina. The North Carolina Calendar of Events • Two editions of the Calendar of Events were published: – 2005 July – December (56 pages) – 2006 January – June (56 pages) • The booklets highlighted over 1,800 different tourism-related events across the state. • The Division produced 275,000 copies of each edition at a cost of $35,750 or $0.13 per copy. NewsLink • Emailed weekly to over 1,250 subscribers, this electronic publication provided current information to the tourism industry, legislators and the media. • Timely information was provided 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 was no subscription charge for this eNewsletter and it was available to anyone with a valid email address. The UpdateNC Newsletter • This six-page publication updated the North Carolina travel industry, related businesses and lawmakers on current Division initiatives, news and other relevant information. • The Division produced two editions of UpdateNC – one on Tourism Satellite Accounting and one on International Marketing. A total of 3,500 each were printed and distributed. Annual Report /Strategic Plan • This publication informed North Carolina taxpayers, state legislators, local governments and other tourism-related entities of the Division’s activities throughout the year, and the financial impact of tourism on the North Carolina economy. • Production of 2,500 copies of the Annual Report at no cost to the state of North Carolina was made possible through the Division’s partnership with Loeffler Ketchum Mountjoy. • Production and development of 2,500 2005-2006 Strategic Plans were distributed at Mid-Year Marketing Update and throughout the year. 10 • In partnership with South Carolina, participated in a sales mission to the Los Angeles area, calling on 12 tour operators and participating in two travel agent shows and one NTA luncheon. • Hosted a familiarization tour during the U.S. Open in Pinehurst – 16 participants included tour operators from the United States, United Kingdom, Germany and Canada. They visited Durham, Seagrove, Wilmington, Lexington, Winston-Salem, and Alamance County, including visits to the Childress and Iron Gate wineries, in addition to attending the U.S. Open. CANADA Canada provided North Carolina’s highest number of international visitors. Ease of access via direct air service and highways, high disposable income, plus strengthening of the Canadian dollar contributed to tourism growth from Canada. In 2005, overnight visitation from Canada increased 15.6 percent from 342,600 visitors in 2004 to 396,200 visitors in 2005. Over 70 percent of those visitors came from the province of Ontario, with the majority of the remaining 30 percent arriving from the province of Quebec. • North Carolina has 11 daily flights from Canada offered by US Airways and Air Canada into the Charlotte and Raleigh/Durham gateways. • 73 percent of visitors arrive from Canada by car. • 76 percent of Canadian visitors come for holidays, vacations or visiting friends and relatives. • 13 percent of Canadian travelers come for business, meetings, conventions or other work-related travel. Sales and Marketing Results • 31 Canadian tour operators (both group tour and F.I.T.) now feature one or more North Carolina trips in their product offerings. This represents a 19 percent increase over 2004. • Attended five golf and travel consumer shows with attendance totaling over 70,000. • Participated in the Ontario Motorcoach Association’s annual convention, meeting with 20tour operators. • Organized and implemented five group and/or individual familiarization trips. • Media relations efforts generated over $697,474 in broadcast and print media exposure. Special Projects/Promotions • A special National Post newspaper promotion across Canada themed around Father’s Day and the U.S. Open in Pinehurst generated $38,000 in PR value. • A first-time Canadian Sales Mission to Montreal in January included six industry partners from Randolph County, Charlotte, Fayetteville, Johnston County, Durham and the Cape Fear Coast. This group met with 15 tour operators and hosted a luncheon attended by 25 media and tour operators. • In partnership with Travel South, the Division participated in a sales mission to Toronto with over 70 tourism industry participants. The event included a golf media dinner, travel media luncheon, sales calls to area tour operators, CAA training, and a consumer show attended by more than 2,000 people. GERMAN-SPEAKING EUROPE • Above-average length of stay: Visitors from German-speaking Europe stayed an average of 15 nights in the United States and approximately six nights in North Carolina (1.8 states were visited on average). • Leisure and Business Travel: A high proportion of visitors from Germany indicated they had visited the Charlotte- Gastonia-Rock Hill area (46 percent) as the most common Metropolitan Statistical Area (MSA), which demonstrates the importance ofCharlotte as a business and leisure hub, as well as the importance of the Lufthansa (Munich) and US Airways (Frankfurt) non-stop flights to Charlotte. 11 In 2005 the U.S. Office of Travel and Tourism Industries reported a seven percent increase in German visitors to the United States and a one percent increase in United Kingdom visitors, while ranking North Carolina 18th in the nation for overseas visitors. international marketing Sales and Marketing Results • Trade and Consumer Marketing: North Carolina was featured in 65 tour operator brochures; an increase of over 30 percent from 2004. • Database: Developed a new North Carolina-specific consumer database of approximately 200,000 addresses as a result of brand marketing campaigns. • Participated in ITB and partnered with VisitUSA for breakfast seminars, consumer shows, travel agent on-line training and four consumer shows in German-speaking Europe. • Educationals/Familiarizations: Partnered with Lufthansa and US Airways for VIP familiarizations to the U.S. Open Championship in Pinehurst (eight trade and media participants from German-speaking Europe). • European Sales Mission: Mission to Germany, Switzerland and Italy included tourism event in Zurich and a media luncheon in Munich. PR Results • Five individual media familiarizations. • 200 journalists were provided information on North Carolina. • Generated PR leads with a value of $2,737,516 and a circulation of 34,996,848. Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries Overseas Visitors to Select U.S. States & Territories 2005 2005 State/Territory 2005 2005 Rank Visitation Market Share Visitation 1. New York 28.1% 6,092,000 2. California 22.1% 4,791,000 3. Florida 20.2% 4,379,000 4. Hawaii 10.4% 2,255,000 5. Nevada 8.4% 1,821,000 6. Illinois 5.3% 1,149,000 7. Guam 5.2% 1,127,000 8. New Jersey 4.6% 997,000 9. Texas 4.4% 954,000 10. Massachusetts 4.0% 867,000 11. Georgia 3.0% 650,000 12. Pennsylvania 2.9% 629,000 13. Arizona 2.6% 564,000 14. Ohio 1.7% 369,000 14. Washington 1.7% 369,000 16. Michigan 1.5% 325,000 17. Colorado 1.4% 303,000 18. NORTH CAROLINA 1.3% 282,000 12 PR Results • Four individual media familiarizations/one group golf familiarization tour (four journalists /two film crews). • 340 journalists were provided with information on North Carolina including features, release distribution and press packs. • Generated PR leads with a value of $1,868,453 and a total circulation of 67,672,834. International Traffic on VisitNC.com International traffic from the United Kingdom, Germany and Canada supported on-going marketing efforts in these countries. 2005 Traffic From Traffic From Traffic From United Kingdom Germany Canada Jan. 8,216 visits 1,664 visits 7,338 visits Feb. 2,349 visits 1,653 visits 5,103 visits Mar. 2,959 visits 2,113 visits 6,709 visits Apr. 3,139 visits 2,400 visits 5,884 visits May 3,545 visits 2,916 visits 8,197 visits June 3,469 visits 2,727 visits 7,313 visits July 2,573 visits 2,480 visits 4,613 visits Aug. 2,608 visits 2,610 visits 4,335 visits Sept. 2,610 visits 2,885 visits 3,817 visits Oct. 2,299 visits 2,360 visits 3,566 visits Nov. 2,872 visits 2,872 visits 4,982 visits Dec. 3,149 visits 2,995 visits 7,143 visits ENGLAND, NORTHERN IRELAND, SCOTLAND AND WALES • 63.6 percent of these visitors stayed solely for leisure purposes, including visiting friends and family. • While in the United States, our visitors from the United Kingdom took in 2.5 states, staying for six nights within North Carolina and 14.5 nights on average. Sales and Marketing Results • U.S. Tourism Campaign: North Carolina was one of the key sponsors of the U.S. Department of Commerce visitor campaign that targeted potential United Kingdom visitors to the U.S. The campaign ran under the theme “You’ve Seen The Film, Now Visit The Set.” • The Clearing Film Promotion: With the DVD release of The Clearing, an integrated promotion highlighted North Carolina as the location of the film and included joint activity with US Airways, Travelbag and Alamo. • North Carolina Sales Mission: North Carolina Department of Commerce and the Division of Tourism, Film and Sports Development hosted a sales mission in London (April), inviting key suppliers and potential business partners of the state. Held at Deans Church, Westminster Abbey, the event was attended by 76 business partners, 28 being travel-related. • Educationals/Familiarizations: — Partnered with US Airways and American Airlines in hosting VIP familiarizations to the U.S. Open in Pinehurst (nine tour operators and media participants). — In partnership with US Airways, a group from SATO Travel was hosted in Charlotte to promote the city as a weekend/stopover destination (eight agents participated). • Participated in World Travel Market (London) where North Carolina partnered with the private sector in meeting key trade suppliers and media. Events were also held for targeted tour operators/journalists. Grants awarded include: • Alexander County Chamber of Commerce. A $3,000 grant to support production of the chamber’s first tourism brochure and website. • Ashe County Chamber of Commerce. A $3,000 grant to fund “High Country Back Roads,” a regional tourism multimedia marketing effort. • Audubon North Carolina (statewide). A $3,000 grant to support the marketing plan for the North Carolina Birding Trail program. • Boone Convention and Visitor’s Bureau (Watauga County). A $3,000 grant to help promote the “Choose and Cut” Christmas tree program. • Caldwell County Chamber of Commerce. A $6,300 grant to be used to develop a visitor’s guide promoting the area’s heritage and cultural assets. • Carolina Arts Network Inc. (Robeson County). A $6,300 grant to support the advertising and promotion for the outdoor drama Strike at the Wind! • Chowan County Tourism Development Authority. A $3,000 grant to be used to develop a guide map supporting Edenton’s designation as “The South’s Prettiest Town.” • Davidson County.A$3,000 grant to be used to launch awebsite that coordinates the tourism marketing efforts of the county’s municipalities. • Dismal Swamp Canal Welcome Center (Camden County). A $3,000 grant to fund a print advertising campaign promoting ecotourism, specifically the birding opportunities at the center. • East Carolina Wildfowl Guild (Beaufort County). A $3,500 grant to support a marketing plan for the North Carolina DecoyCarving Championship and Wildfowl Festival. 13 The Division continues efforts to develop tourism across the state, particularly in rural, less advantaged areas. The Tourism Matching Funds Program awarded nearly $130,000 in matching funds grants to 29 organizations. Each year the Division typically sets aside matching grant funds to assist statewide, regional and local destination marketing organizations and some governmental entities in marketing their areas as travel destinations. The program favors projects from rural and/or economically depressed areas of the state. tourism matching grants • Graham County Travel & Tourism Authority. A $6,300 grant to promote new whitewater opportunities on the Cheoah River. • Halifax County Tourism Development Authority. A $6,300 grant to support the development of a marketing plan for the new Roanoke Canal Museum. • Lumberton Tourism Development Authority (Robeson County). A $6,300 grant to be used to promote the area via targeted trade shows. • McDowell County Tourism Development Authority. A $6,000 grant to fund a targeted advertising campaign on cable television. • Greater Mount Airy Tourism Development Authority (Surry County). A $3,000 grant to be used for targeted advertising in AAA Go magazine. • Murfreesboro Historical Association (Hertford County). A $6,300 grant to be used for television advertising promoting area heritage sites and events. • Ocracoke Civic & Business Association Inc. (Hyde County). A $4,000 grant to fund a targeted Internet advertising campaign. • Ocracoke Preservation Society Inc. (Hyde County). A $4,300 grant to fund advertising in Southern Living magazine. • Partnership for the Sounds & Tyrrell County Ecotourism Committee (Tyrrell County). A $6,000 grant to support a marketing plan promoting the Albemarle Sound as an ecotourism destination. • Roanoke River Partners (Bertie, Halifax, Martin, Northampton and Washington counties). A $5,000 grant to fund print and Internet advertising promoting the Roanoke River as an ecotourism destination. 14 heritage tourism Assisted Communities in 59 counties. Fundraising at the Local Level • Wrote or assisted with over 46 applications for local organizations that to date have leveraged over $920,000 in grant funds with other monies pending. • Raised over $125,000 with fundraising and corporate sponsorships. North Carolina Civil War Trails The Division, 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 grant leveraged a match of $275,000 from the local communities who joined the program. • Held the official launch of the trail and introduced the first of two collateral pieces on March 14, 2005, at Bentonville Battleground to coincide with the week of the 145th anniversary of the Battle of Bentonville. • The trail expanded to over 100 markers by the end of 2005. • Began the push to expand trail into western North Carolina and implement the creation of the second brochure. • Continued to add sites in the piedmont and coast regions. • Rockingham County Tourism Development Authority. A $6,000 grant to be used to develop a website appealing to outdoor enthusiasts. • Town of Scotland Neck (Halifax County). A $5,800 grant to fund billboard and print media advertising that promotes the town as an “Outdoor Paradise.” • Southern Appalachian Repertory Theatre (Madison County). A $2,400 grant to promote the upcoming theater season to targeted out-of-state markets. • Spruce Pine Main Street (Mitchell County). A $4,500 grant to fund multimedia advertising to promote a new cultural event, Fire on the Mountain. • Stecoah Valley Center (Graham County). A $5,900 grant to be used to promote the center’s heritage music events. • Vance County Tourism Department. A $6,000 grant to fund television advertising on ESPN2 for the East Coast Drag Times Hall of Fame annual event. • Wilkes Chamber of Commerce (Wilkes County). A $2,800 grant to be used to create new print materials emphasizing the area’s history and natural scenic beauty. • Yadkin Pee Dee Lake Project (Anson, Davidson, Montgomery, Randolph, Richmond, Rowan and Stanly counties). A $3,000 grant to be used to develop a marketing piece for the SPLASH! canoe and kayak event. • Yadkin County Chamber of Commerce. A $3,000 grant to fund targeted in- and out-of-state print media promoting the county’s agritourism program. 2005 Highlights • Worked with sports organizations, event owners, sports sales managers and sports commissions statewide to enhanceNorth Carolina’s economy, image and quality of life through the attraction, promotion and development of regional, national and international sports-related events. • Partnered with North Carolina Amateur Sports and North Carolina Senior Games to coordinate statewide sports-related events such as Cycle North Carolina, State Games of North Carolina and Senior Games. • Provided companies considering relocation to North Carolina with research information on the number of golf courses, professional sports and recreational sports activities in North Carolina. • Provided contact information for sports organizations, motorsports teams and professional sports teams in North Carolina. • Updated and expanded the online list of sports-related events and sports organizations in North Carolina. • Updated the online North Carolina Athletic Facility Guide and produced copies distributed to various event owners, national governing bodies and at trade shows. • Coordinated a cooperative effort with sports sales managers from 12 North Carolina communities to market North Carolina as a premier sporting event destination at the following trade shows: TEAMS (Travel, Events And Management in Sports), Amateur Athletic Union (AAU), United States Sports Specialty Association (USSSA) and the USA Track & Field Convention. Blue Ridge National Heritage Area (BRNHA) Created by congressional legislation, the BRNHA is supported through a partnership with the Division, who provides five Heritage Tourism Officers to coordinate planning for the 25 counties in the designated region. • After completing the federally-mandated county development plans for each county, the Heritage Officers have begun assisting with implementation of the county initiatives. • Part of the program includes federal monies designated for community grants. The BRNHA awarded over $330,000 in grants to 20 recipients. Community Development • The Division supported efforts of the North Carolina Department of Agriculture and Consumer Services Agritourism program to form an Agritourism Networking Association and to promote agritourism businesses across the state. • The Division staff continues to work closely with the state’s wine industry. Yadkin Valley winegrowers benefited from a Golden Leaf Foundation grant to promote visitation to their region and raise recognition of their wineries and vineyards. Geotourism Map Guide to Appalachia • 45 sites in North Carolina were featured in a geotourism map guide produced collaboratively through the National Geographic Society and the Appalachian Regional Commission’s Tourism Council. The printed map was inserted in the April 2005 issue of National Geographic Traveler magazine and delivered to more than 900,000 subscribers nationwide. 15 sports development 16 2005 Highlights In 2005, the North Carolina Wine & Grape Council was transferred from the North Carolina Department of Agriculture to the Division of Tourism, Film and Sports Development. The Council’s budget was increased to $500,000, allowing them to expand their communications program to better reach the wine tourist. • Increased focus of wine tourism development. • Increased sales of North Carolina wines. • Raised awareness of North Carolina wines through familiarization tours and teaming with other wine community partners such as the North Carolina Bed & Breakfast Association. • Implemented a statewide billboard campaign. • Placed advertising in Southern Living and the Official 2006 North Carolina Travel Guide. • Created new consumer and industry newsletters. • Increased public relations efforts. wine tourism Movie, television and commercial productions spent $300 million in North Carolina in 2005, an increase of 21.6 percent from 2004, and contributed an estimated 22,000 production-related jobs for North Carolinians. • Spending on film rose to $33 million in 2005 from $9.2 million in 2004. Television spending jumped to $75 million from $45 million, and commercial (and other miscellaneous production) spending rose to $192 million from $180 million. • Among the notable film projects the state hosted in 2005 were Home of The Giants and Talladega Nights: The Ballad of Ricky Bobby. north carolina film • Attended meetings with sports organizations and sports-related events throughout North Carolina to coordinate efforts to retain and increase sports-related expenditures in North Carolina. • Provided national governing bodies of the United States Olympic Committee with information about athletic venues inNorth Carolina capable of hosting regional and national championship events that will generate travel business to North Carolina. • Partnered with the NCAS Endowment Fund to award 18 grants to amateur sports organizations and facilities throughout North Carolina. Athletic facility enhancements will increase North Carolina’s opportunities to bring sports-related events to the state. • Compiled economic impact statistics for sports-related events held in North Carolina. Wine Billboard ALAMANCE 119.85 7.9% 21.28 1.27 7.11 2.23 ALEXANDER 15.04 7.4% 2.42 0.12 0.84 0.67 ALLEGHANY 16.82 9.7% 3.43 0.18 0.84 1.18 ANSON 12.65 10.7% 1.77 0.11 0.74 0.33 ASHE 34.78 5.3% 5.79 0.36 1.84 2.01 AVERY 82.81 1.2% 21.91 1.27 4.37 3.83 BEAUFORT 58.08 12.0% 8.55 0.46 2.98 3.71 BERTIE 9.66 7.9% 1.12 0.05 0.54 0.58 BLADEN 28.20 8.7% 3.48 0.20 1.68 0.87 BRUNSWICK 336.55 7.8% 72.50 4.81 16.44 22.07 BUNCOMBE 585.01 9.1% 147.43 8.71 30.95 18.91 BURKE 65.35 5.2% 10.89 0.66 3.66 2.04 CABARRUS 222.22 10.9% 57.55 3.19 13.18 3.71 CALDWELL 40.67 6.9% 6.87 0.37 2.23 1.36 CAMDEN 1.53 6.0% 0.19 0.01 0.08 0.14 CARTERET 246.35 4.7% 50.64 3.27 11.67 16.04 CASWELL 5.71 5.8% 0.67 0.04 0.28 0.43 CATAWBA 190.94 7.3% 39.40 2.33 10.60 6.20 CHATHAM 20.88 12.4% 2.89 0.16 1.25 0.40 CHEROKEE 31.04 -3.4% 5.47 0.34 1.54 1.97 CHOWAN 16.61 8.6% 2.81 0.17 0.83 1.11 CLAY 10.92 8.9% 1.36 0.07 0.47 1.28 CLEVELAND 77.60 11.0% 12.58 0.71 4.61 1.44 COLUMBUS 39.08 3.7% 5.31 0.30 2.26 1.15 CRAVEN 87.42 9.7% 19.40 1.01 4.83 2.05 CUMBERLAND 328.09 4.1% 72.34 4.01 18.07 7.29 CURRITUCK 109.45 9.8% 23.34 1.56 4.94 5.44 DARE 646.08 4.8% 152.57 10.75 32.59 31.06 DAVIDSON 104.97 8.4% 17.26 0.96 5.94 3.63 DAVIE 25.84 9.2% 5.19 0.27 1.46 0.49 DUPLIN 31.88 4.8% 4.18 0.23 1.87 1.00 DURHAM 467.86 6.3% 108.99 7.19 25.98 14.37 EDGECOMBE 44.25 11.7% 6.91 0.39 2.46 0.81 FORSYTH 520.01 7.4% 100.83 5.82 30.95 10.33 FRANKLIN 14.82 8.9% 1.96 0.11 0.84 0.39 GASTON 163.01 7.3% 29.13 1.71 9.45 2.89 GATES 4.88 8.9% 0.48 0.02 0.30 0.20 GRAHAM 22.42 13.4% 4.46 0.30 1.10 1.56 GRANVILLE 33.22 11.3% 4.75 0.29 1.94 0.99 GREENE 4.20 7.7% 0.47 0.03 0.24 0.15 GUILFORD 948.68 6.5% 264.11 12.88 50.38 23.16 HALIFAX 55.83 7.1% 7.85 0.45 3.43 1.30 HARNETT 51.58 7.0% 8.44 0.51 2.91 1.24 HAYWOOD 103.46 5.9% 22.98 1.40 5.50 4.48 HENDERSON 181.79 4.9% 37.18 2.13 8.52 8.56 HERTFORD 22.14 6.9% 3.25 0.19 1.31 0.58 HOKE 7.16 7.2% 1.00 0.07 0.41 0.12 HYDE 27.49 7.6% 6.02 0.42 1.36 1.55 IREDELL 155.64 9.4% 28.19 1.67 8.79 5.13 JACKSON 61.71 10.8% 11.63 0.67 2.92 5.09 JOHNSTON 145.63 8.3% 25.29 1.57 8.29 3.93 JONES 3.09 8.7% 0.48 0.02 0.19 0.10 LEE 52.61 5.8% 10.62 0.62 3.05 1.08 LENOIR 63.67 6.3% 12.15 0.65 3.57 1.32 LINCOLN 34.82 6.4% 6.40 0.34 1.95 1.10 MACON 102.52 11.1% 20.42 1.13 4.85 8.73 MADISON 24.72 16.6% 5.48 0.31 1.32 1.20 MARTIN 24.30 7.2% 4.12 0.25 1.35 0.65 MCDOWELL 34.02 -0.4% 5.81 0.36 1.82 1.32 MECKLENBURG 2,928.57 8.9% 1,134.54 39.63 142.70 78.95 MITCHELL 17.60 4.6% 3.06 0.18 0.80 0.80 MONTGOMERY 18.73 10.9% 2.15 0.10 0.90 1.84 MOORE 326.05 7.3% 84.48 5.50 17.47 10.44 NASH 178.55 2.9% 39.83 2.65 9.65 5.04 NEW HANOVER 350.42 7.3% 88.70 5.26 17.83 13.85 NORTHAMPTON 10.99 9.9% 1.45 0.06 0.50 0.98 ONSLOW 137.64 10.7% 29.50 1.52 7.36 5.06 ORANGE 127.20 6.9% 26.83 1.70 7.27 2.71 PAMLICO 13.15 9.3% 1.78 0.08 0.57 1.55 PASQUOTANK 40.90 6.9% 7.17 0.46 2.31 0.98 PENDER 61.00 5.7% 11.79 0.72 2.91 4.39 PERQUIMANS 7.83 5.1% 1.08 0.05 0.34 0.93 PERSON 24.73 5.4% 3.52 0.21 1.45 0.59 PITT 157.40 5.9% 34.51 2.00 8.37 3.72 POLK 16.66 7.4% 2.74 0.17 0.88 1.01 RANDOLPH 91.73 3.5% 16.29 0.91 5.55 1.53 RICHMOND 38.95 7.1% 7.94 0.47 2.13 0.78 ROBESON 97.78 5.8% 16.67 1.07 5.68 1.88 ROCKINGHAM 53.96 8.3% 9.76 0.58 2.92 1.38 ROWAN 103.61 5.3% 19.43 1.18 5.65 3.45 RUTHERFORD 118.23 10.8% 19.29 1.20 7.10 3.75 SAMPSON 37.64 6.7% 5.56 0.30 2.12 1.28 SCOTLAND 31.18 4.4% 5.83 0.37 1.75 0.58 STANLY 57.03 6.5% 8.63 0.50 3.33 1.83 STOKES 17.72 5.1% 2.57 0.14 0.92 0.74 SURRY 71.47 7.7% 11.86 0.68 4.04 1.63 SWAIN 222.01 4.0% 72.27 3.33 13.61 4.99 TRANSYLVANIA 69.94 8.4% 14.50 0.82 2.85 3.38 TYRRELL 3.35 6.4% 0.37 0.02 0.16 0.34 UNION 74.77 8.6% 13.32 0.80 4.27 1.44 VANCE 37.39 7.9% 5.85 0.32 2.21 1.19 WAKE 1,218.86 7.7% 435.25 17.29 60.35 35.18 WARREN 17.87 0.5% 2.48 0.12 0.68 1.63 WASHINGTON 11.09 6.4% 1.67 0.10 0.62 0.50 WATAUGA 164.08 3.1% 40.66 2.50 8.57 6.77 WAYNE 101.78 -1.4% 15.62 0.91 6.30 1.66 WILKES 53.25 5.6% 8.86 0.53 2.67 1.27 WILSON 75.44 7.1% 12.91 0.77 4.47 1.53 YADKIN 28.19 5.0% 5.50 0.37 1.55 0.74 YANCEY 23.57 6.8% 4.51 0.23 1.11 1.78 TOTALS $14,215.91 7.3% $3,750.70 185.22 $747.70 $461.03 2005 IMPACT OF TRAVEL BY COUNTY County Expenditures Expenditures Payroll Employment State Tax Local Tax ($ Millions) % Change ($ Millions) (Thousands) Receipts Receipts (04-05) ($ Millions) ($ Millions) County Expenditures Expenditures Payroll Employment State Tax Local Tax ($ Millions) % Change ($ Millions) (Thousands) Receipts Receipts (04-05) ($ Millions) ($ Millions) Source: TEIM, Travel Industry Association, 2006 North Carolina Department of Commerce Division of Tourism, Film and Sports Development Shipping: 301 North Wilmington Street, Raleigh, NC 27601 Mailing: 4324 Mail Service Center, Raleigh, NC 27699-4324 Phone: 919-733-4171 Fax: 919-733-8582 v i s i t n c . c o m n c c o m m e r c e . c o m © 2006 N.C. Department of Commerce, Division of Tourism, Film and Sports Development 1,500 copies of this document were printed at no cost to the state of North Carolina. |
OCLC number | 132687771 |