Tourism in review [Apr. 2004]

Tourism

April '04 in review . . .

Volume 26 April

EVENTS
National Tourism Week - www.tia.org/Tourism/ - is set for May 8-16 and the Georgia Department of Industry, Trade and Tourism (GDITT) has planned celebration activities throughout the state at Georgia Visitor Information Centers (VICS).
"National Tourism Week provides the perfect opportunity to bring together Georgia's tourism industry partners to showcase the state's tremendous assets and spread the message that tourism is economic development," Janis Cannon GDITT Deputy Commissioner for Tourism said. "Georgia has strong tourism partners in both the public and private sectors who recognize the economic power of Georgia's second largest industry- Tourism. When people travel within the state, they help support and stimulate Georgia's economy through job retention and growth and increase state and local tax revenues. So, activities have been planned to say thank you to visitors traveling to Georgia and thank you to all the hard working people who support the tourism industry."
Georgia's Deputy Commissioner of Tourism will also be keynote speaker during the May 14 opening ceremony of the Georgia Hospitality and Travel Association's "2004 Stay and See Georgia" annual travel show. Cannon will give an update on the Tourism Industry and announce newly released Georgia economic impact figures from the Travel Industry Association of America. "Stay and See Georgia" will have over 60 exhibitors May 14 and 15 from destinations and attractions around Georgia showcasing their vacation and travel products and services at the Mall of Georgia in Buford, a property that is designed to represent travel regions throughout the state.

DEPARTMENT OF ECONOMIC DEVELOPMENT

LEGISLATIVE
The Georgia Department of Industry, Trade and Tourism is changing their name and location. Beginning July 1, GDITT will become the Georgia Department of Economic Development. This legislative change is based on the growing number of industries that fall under the umbrella of GDITT, all working together to promote economic development for the state. Each individual division will be identified after the main title. For example: The Georgia Department of Economic Development, Tourism Division. Also, the Atlanta office will move from its downtown Peachtree Center location to midtown at 75 Fifth Street, 12th Floor, Atlanta, GA 30309. Offices will move the last week of June.

Tourism

April '04 in review . . .

Volume 26 April

Great things are happening for Georgia tourism through the support of the state House and Senate. Two bills passed this legislative session. Senate Bill 531 allows the tourism division to develop public/private partnerships to help market the state, while the Hotel/ Motel House Bill 1415 directs a percentage of the bed tax to be used solely for the purposes of marketing the destination. It clarifies the definition of tourism marketing and allows for audit and enforcement. This legislation also helped create a hotel/motel tax performance review board and members will be appointed by August 1, 2004.
RESEARCH
According to the latest Smith Travel Research Standard Historical TREND report, Georgia hotel revenues are up 6% for the first quarter of 2004 over 2003. This equals an increase of $32 million in revenues. All travel regions showed an increase of at least 2% with Southern Rivers and Coastal regions showing 9% and 10% respectively.
For just the month of March, statewide Georgia hotel revenues were up 12% over March of 2003. This equals an increase of $25 million in revenues. The Atlanta Metro region showed the highest increase at 17%, with the Southern Rivers region showing the second highest increase at 8%.

$2 MILLION CAMPAIGN 30-second tv ads
print ads radio ads

MARKETING
Great news! Georgia tourism will have a $2 million campaign this spring, which is up from $1.2 million in spring 2003. This number does not include added value at this point.
Georgia tourism's 30-second television advertisement will begin running May 17 for four weeks during news time slots in the following markets: Atlanta, Macon, Greenville/Spartanburg, Jacksonville, Tampa, Birmingham, and Orlando.
GDITT Print advertising has also begun. Editorial ran in Season's Magazine and ads in the March and April Southeast Tourism Society sections of the Atlanta Journal Constitution, New York Times, Arthur Frommer's Budget Travel, American Heritage, American Legacy, Travel and Leisure and Women's Day. The tourism division plans additional advertising in Southern Living, AAA and the AJC in May, June and July.
Radio advertising will launch around May 17. The number of radio markets will be dependent upon how many giveaway trips GDITT will use for the TV campaign. The rest will be used for free radio promotions.

Tourism

April '04 in review . . .

Volume 26 April

The Kroger/Georgia Travel Values coupon book will arrive at over 200 Kroger stores during the week of May 16. The total circulation is 600,000, including distribution at Visitor Information Centers and State Parks. The Georgia newspaper insert will also drop on May 16 in the following markets: Birmingham, Anniston, Decatur, Dothan and Gadsden (AL); Ft. Walton Beach, Jacksonville, Panama City, Tallahassee and Tamp (FL); Raleigh, Asheville, Concord, Hickory, High Point and Salisbury (NC); Columbia, Anderson, Florence, Orangeburg and Sumter (SC); Nashville and Murfreesboro (TN). The total circulation is 775,000. Both pieces will send consumers to www.vacationfun.com to register for great giveaway getaway prizes provided by GDITT and State Parks. Coupons will be downloadable online as well.
African-American Heritage advertising has been placed in Black Voices Quarterly, Upscale, Ebony, Black Enterprises, Essence, Oprah, Black Meetings and Tourism, Atlanta Heritage Guide, National Black Arts Festival and on Atlanta radio.
Online advertising and sweepstakes are running smoothly. Mid-campaign results are in showing over 11 million impressions with a .38% click rate. Over 20,000 have entered the online sweepstakes, which is nearly 25% higher than last year during the mid-campaign analysis. The unique visitor number for the first quarter is up 109% (from 107,000 to 224,000)!
Outdoor billboards are planned for Visitor Information Centers in Augusta, Valdosta, and Ringgold. GDITT is still working on availability at the Savannah, Sylvania, Tallapoosa and West Point centers. The billboards will feature various Georgia personalities. Georgia tourism has also extended the billboard campaign to include eight Atlanta locations and possibly two locations on 1-16 S.

VICS
Georgia VICs are a huge asset to the Tourism industry and are an invaluable resource for providing information to travelers who are interested in finding out more about local attractions. According to the Room Reservation Service report, in FY03 Georgia VICs were responsible for helping over 12 million visitors; 36% of travelers extended their stay by 1.5 days because of the information they received; and the centers booked 22,233 reservations, bringing in $1.4 million in hotel revenue. The Georgia visitor centers have an estimated economic impact of $2,419,172.

Tourism

April '04 in review . . .

Volume 26 April

Georgia On My Mind Days (GOMM), an annual event to promote tourism in Georgia, have begun at several of the state VICs. The April 22 GOMM day at Sylvania center was a success, with approximately 500 visitors, including elementary school classes attending activities. Over 40 tourism partners from around the state participated and helped provided give-a-ways, travel guides, maps, & sodas. Dekalb County did a tremendous job serving hot hogs to all. Other GOMM days include: Ringgold (May 13); Kingsland (May 14); Tallapoosa (May 28); Lavonia (May 28); Savannah (May 28); West Point (June 4); Columbus (June 4); Plains (June 5); Valdosta (June 25); and Augusta (July 9).

IMPRESSIONS:
452,600,328
VALUE:
$6,503,595

PUBLIC RELATIONS
Georgia Tourism Public Relations by the numbers: Fiscal Year 04 (July 03 March 04)
Media Impressions: 452,600,328 Value: $6,503,595
Top Publications Covering Georgia: . . . . to name a few . . . . Atlanta Journal-Constitution, Atlanta Business Chronicle, New York Times, Boston Globe, Chicago Tribune, Miami Herald, St. Petersburg Times, Dallas Morning News, Orlando Sentinel, Charlotte Observer, Southern Living, Essence, Travel + Leisure, T & L Golf, Departures, Arthur Frommer' Budget Travel, Georgia Trend, Season, etc.
PR Event changes include:
Water and Outdoor FAM Tour - North Georgia Mountains, June 14-16, 2004
New York Media Tour - May 16-18, 2004
Golf FAM Tour - November 3-7, 2004
Great news for motor coach operators traveling through the Peach State! A press release was distributed to national bus and tour operator publications in April announcing the newly passed legislation by the Georgia State Legislature, which gives clarification to rules for motor coach usage of HOV lanes. Prior to the change in legislation there was confusion pertaining to motor coach HOV lane usage in the Atlanta area, partially stemming from a Georgia Statute (40-6-52) stating the term "truck" meant any vehicle equipped with more than six wheels. This meant motor coaches fell under the same rules of the road as tractor trailer traffic. Also, signage in and around Atlanta says "trucks over 6 wheels must use the 2 right lanes." This caused problems for motor coaches trying to change lanes and move into the HOV lane.

Tourism

April '04 in review . . .

Volume 26 April

ANNOUNCEMENTS
2004 Governor's Conference on Tourism
"Wild About Tourism" is the theme for the 2004 Governor's Conference on Tourism scheduled September 15-17 in Statesboro. Plans are underway to make this year's conference the most memorable and educational to date. Please email by May 15 any suggestions for speakers or topics you would like to see presented to Nerrisa Serrano at nserrano@georgia.org or call 404-656-3553.

Kitty Sikes

FAREWELL
After almost 29 years of service to Georgia, Kitty Sikes, Regional Representative for the Georgia Coast, is retiring and will be deeply missed by GDITT staff and co-workers. As of the first of May, Kitty will take early retirement and continue treatment to improve her health. "Kitty has worked tirelessly to promote and develop the tourism product on Georgia's Coast as well as the state," Ginger Taylor, GDITT Director, Tourism Product Development said. "I know each of you will join me in thanking her for a job well done in representing the region, state and this department in such a tireless and professional manner. We wish her the best and hope she will get better soon."

Bruce Green

WELCOME
Please join the staff at GDITT in welcoming Georgia Tourism's new Product Development Manager Bruce Green. "I can't begin to tell you how excited we are to have him on board!" Taylor said. "He already has been using his wealth of knowledge. Since 1999 Green has been running his own consulting business Bruce Green & Associates out of East Point, Georgia and begins his new position with the State the first week of May." Green comes to the Tourism Division with a lot of experience. He has also been the Director of the Office of Rural Development, Research and Communications with the Georgia Department of Community Affairs; Georgia Municipal Association Manager, Office of Economic and Downtown Development Services in Atlanta; Property Manager for Catherine Tift Porter Properties out of Tifton, Executive Director for the Tifton-Tift County Main Street Program and much more.

Tourism

April '04 in review . . .

Volume 26 April

AWARD
Georgia tourism's website www.GeorgiaOnMyMind.org recently received the Bronze in the 2004 Summit Creative Awards thanks to Ant Farm Interactive, Georgia's website designer. It is an internationally renowned competition held annually to celebrate creative accomplishments of smaller agencies throughout the world. More than 3,000 entries were submitted representing 20 countries. Winners are selected based on strength of concept, quality of execution, and ability to communicate and persuade.
"We found a partner in Ant Farm Interactive who understands the commitment and is dedicated to serving Georgia," Janis Cannon said. "They make a positive difference and help us to accomplish our goals of more per capita income per resident. Thank you for your dedication and creative investment. This is your team's award on behalf of Georgia. You all earned it and justly deserve it! Congrats!"
Ant Farm Interactive has now merged with Nurun, a global interactive services company based in Montreal. They will serve as Nurun's Atlanta office and will lead the interactive marketing practice worldwide.

Governor Sonny Perdue

Funding Update: With the support of the entire tourism industry, Senate Tourism Committee Chairman Jeff Mullis and House Economic Development & Tourism Chairman Butch Parish, Georgia's tourism division has been funded an additional $1 million for marketing and advertising in the FY05 budget. "It has been a tremendous effort by everyone involved and we are proud of the recognition Governor Sonny Perdue and the members of the Georgia General Assembly has given to the importance of Tourism as Economic Development," Cannon said. "The funding will go a long way toward promoting Georgia's assets and attracting even more visitors to Georgia."