ORANGE COUNTY (NC) TOURISM DEVELOPMENT BRIEF
October 2010
Including the towns of Chapel Hill, Carrboro and Hillsborough, North Carolina
ORANGE COUNTY SEPTEMBER'S TOURISM AT A GLANCE For the ninth month of calendar
year 2010, Orange County hotel occupancy tax collections were up 5.8 percent over 2009.
September & YTD 2010
Hotel Occupancy Production
Change Orange Durham North United
from County, NC /Chapel Carolina States
September Hill
2009
September 5.8 57.2 59.5 54.8 59.9
Occupancy
September -7.7 100.41 85.3 80.56 99.31
ADR
September -2.3 57.41 50.75 44.16 59.49
RevPar
2010 YTD 0.6 59.9 62.3 54.6 58.9
Occupancy
2010 YTD -5.9 100.39 82.96 79.48 97.89
ADR
2010 YTD -5.3 60.13 51.70 43.39 57.7
Rev Par
REV PAR = Revenue Per Available Room: room revenue divided by rooms available.
GROUP SALES
September was a busy month for the Group Sales Team. Producing 8 leads, totaling 806
room nights and approximately 200 attendees with an estimated economic impact for these
groups of $342,596. Definite business for the month is showing 4 definite pieces of business
booked in Orange County, with 220 room nights and 238 attendees, equaling an estimated
$78,645 in economic impact. Traveling this month was Linda Ekeland, Sales Director, to
Rejunvenate Conference, where over 300 planners were present. More than 50 conference
managers asked specifically for an appointment with Ms. Ekeland. It was also a busy month
for sales event held at MEZ restaurant targeting qualified meeting planners from the RTP
area
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SALES ACTIVITY AND PRODUCTION
Group Bookings & Events for September
Group Room Nights Attendees Dates Location Booked
Arcatech Systems September 17-18,
0 10 Siena
Management Meeting 2010
Carruthers & Bailey September 9 & 15,
0 20 Hampton Inn
Law Firm 2010
Urology Nursing
70 65 October 23-24, 2010 Sheraton Chapel Hill
Society
National Learning Botanical Gardens &
150 150 October 15-18, 2010
Inst. Hampton Inn
HOTEL RATES RISE AS MORE PEOPLE TRAVEL
Wave rock-bottom hotel prices goodbye says USA Today. Signs of escalating room rates are
emerging as more people are traveling. Marriott, an industry bellwether, said this week that
its rates in the second quarter rose for the first time in two years. Travelocity says rates of
rooms in the nation's 20 largest markets booked on its travel site for fall - from Sept. 7 to
Nov. 19 - are 3.5% higher than a year ago. Smith Travel Research, which tracks the hotel
industry, found average rates in the top 25 U.S. markets up 3.5% in August. Last year was
dreadful for the industry as people stayed at home. While hotel operators have been
optimistic that customers would trickle back this year, they expected room rates to lag. But
rates are rising as demand for rooms has grown. The number of rooms sold in the U.S. rose
8.3% in August vs. a 7.4% year-to-date average, says Smith Travel Research. "Many seem
to wonder if the economic recovery has any strength and if there is a risk of a double dip,"
says Arne Sorenson, Marriott's president. "There's nothing in our business that indicates
this. Business and leisure travel are strong." An increase in business and vacation travelers
means hotel discounts will be harder to find.
Hotels & Lodging Industry Outlook - October 2010. With a gradual recovery of the global
economy, the hotels and lodging industry is experiencing an increase in demand. The
industry faced extremely tough challenges in the prior year due to the economic turmoil that
resulted in weak labor and tight credit markets, resulting in lower discretionary spending.
According to Zacks Equity Research the recovery in the economy has seen a return of
business travelers, with a rising demand for leisure. However, the rate of improvement in
room rates still lags. Riding on the back of improvement in the U.S. economy and the
consequent rise in operating metrics, most of the hoteliers have started reporting positive
quarterly results and profits are expected to rise further in 2010, as bookings continue to
ramp. We are seeing ample evidence of that in positive estimate revisions. Since the U.S.
market is somewhat saturated, hoteliers are exploring growth opportunities abroad. Hotel
companies are seeing higher demand in the international market, as the pace of economic
recovery is particularly fast outside the U.S.
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Tourism Summit
Wednesday October 27th from 1-3 PM, the Visitors Bureau will host a tourism presentation
led by Duane Vinson, partner with Smith Travel Research, Knoxville, TN. Vinson, vice
president of the hospitality industry data-reporting firm, will address trends across the
country and how the travel industry of North Carolina and Orange County is being impacted
by travel shifts at the corporate, association and individual leisure markets. Smith Travel
Research (STR), the leading authority on lodging industry performance trends benchmarks
hotel occupancy, rate, and revenue through its STAR program. STR tracks market share
performance for virtually every major global hotel chain and most major owner &
management companies through its STAR program. The event is sponsored by the Visitors
Bureau and will be held at the Friday Center. Also presenting will be Lynn Minges Assistant
Secretary of Commerce for North Carolina and director of the North Carolina Department of
Tourism. In addition, the Bureau will present its 2011 Plan of Action. For details, contact
Tina Fuller, 919-968-2060 or tifuller@visitchapelhill.org
Calendar and Fiscal Year Reporting
Sales Production
Visitor Bureau Definite Bookings
September September % Change FYTD FYTD % Change
2010 2009 2010 2009
Leads
Generated 8 3 166% 20 15 33.33%
Confirmed
Bookings 4 7 -42.85% 11 12 -8.33%
Total
Room
Nights 220 490 -55% 537 846 -36.52%
Total
Attendance 238 1140 -79% 638 1667 -61.72%
Estimated
Spending 78,645 387,690 -79.7% 236,534 509,517 -53.57
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EVENT MARKETING
September event highlights include the NC Science Expo, NC Pride activities, the launch of a
new children's tourism book on Chapel Hill, the introduction of Trolley service to Chapel Hill
and Carrboro. Additionally, the Visitors Bureau provided sponsorship support to October's
TerraVITA event in Southern Village, the Carrboro Film Festival in November and 2nd
Friday Art walks.To mark the fiftieth anniversary of Harper Lee’s novel To Kill a
Mockingbird, on Oct. 28 the Chapel Hill/Orange County Visitors Bureau and the Center for
the Study of the American South at UNC-Chapel Hill are sponsoring a screening of the movie
at the Varsity Theater, followed by a panel discussion with notable area writers. Leading the
discussion will be Lee Smith, Jill McCorkle, Randall Kenan, Minrose Gwin, and Jaki Shelton
Green. Actor John Feltch will comment on the experience of playing Atticus Finch. Gene
Nichol, law professor and director of the UNC Center on Poverty, Work, and Opportunity,
will serve as moderator. The show begins at 5 p.m. Tickets are $3 for the general public and
free to holders of UNC One Cards. Advance tickets are available at the Varsity box office,
and purchasing or claiming them is recommended. Following the movie and discussion, a
reception will be held in the Ackland Art Museum. RSVP for the reception by emailing
mockingbirdrsvp@unc.edu.
AGRI-TOURISM
The visitors bureau will produce an agri-tourism campaign in 2011 that includes these
components:
1. 2011 Visitors Guide includes a 4 page insert that spotlights the rural Orange County
farms, farmers markets, farm to fork restaurants and a “how to guide” on enjoying the
countryside.
2. A new regional agri-tourism campaign has been cemented with the Durham, Raleigh, and
Chatham County CVBs to produce a regional agri-tourism program that uses a web site,
electronic map, PR pitches, and stock video footage on YouTube, linked to the site.
3. Communications materials on what tourism means to farmers:
http://www.visitchapelhill.org/resources/visitors-profile
Criteria for regional agricultural tourism campaign Activity-Based Farms – Open to the
public. Must be open at least 1 day on the weekend. Seasonal farms are permitted but must
be open at least 3 days a week, one of which must be a weekend day.
Agri-tourism Events – Events open to the public with a purpose tied to any of these
categories.
• Artisan Bakeries – Locally owned and operated retail bakeries. Items must be baked
on the premises (in a bricks and mortar building) using whole ingredients (not pre-
mixed). Must source at least 25% of their products locally (within 75 miles) or from
artisan/specialty food suppliers.
• Farm to Fork Restaurants – Locally owned and operated. Must use at least 1 locally
sourced (75 miles) animal or meat, 2 locally sourced dairy products and 4 locally
sourced produce items year round.
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• Farmers Markets – Open to the public with regularly scheduled hours of operation.
Hours may fluctuate by season. Host venue must showcase multiple farmers in the
region, so roadside stands from a single farm are not considered farmers markets.
• Farms with Consumable Goods – Open to the public. Must be open at least 1 day on
the weekend. Seasonal farms are permitted but must be open at least 3 days a week,
one of which must be a weekend day.
• Food Tours and Trails
• Nurseries and Public Gardens – Locally owned and operated. Regularly scheduled
hours of operation. Publicly accessible with a public purpose beyond an individual
neighborhood.
• Wineries and Breweries.
PUBLIC RELATIONS
Major Media Covering Orange County, NC
FRANK, the new art cooperative on Franklin Street was featured in the September 23 edition
of North Carolina Weekend on UNC-TV. North Carolina Weekend
The Hungry Traveler feature written by Greg Cox in the October issue of Cooking Light
magazine highlights Eating in Raleigh, Durham and Chapel Hill, NC. Orange County
restaurants and bars mentioned include Hillsborough's Pancuito and chef Aaron Vandemark
and Gary Crunkleton and The Crunkleton on W. Franklin Street. You can find great
restaurants, superb cocktails and classic meals in The Triangle. A few recipes included
allows you to try out these meals at home. Cooking Light
ARTS COMISSION
Fall, 2010 Grant Deadline November 30th
Our Fall Arts Grant applications and guidelines are now available. Fall categories are:
Arts Program Grant - up to $1,500
Arts in Education Grant - up to $1,000
Arts in Education Coalition Grant - up to $5,000 Artist Project Grant - up to $1,000
Fall Grants Project Period: January 1, 2011 - December 31, 2011
Supportable Projects: a variety of programs in the visual, performing, literary arts
ATTENTION: DUNS number required for all applicants
Deadline: 5 pm on Tuesday, November 30, 2010
Applications: Applications and guidelines can be downloaded from the link below. Hard
copies are available at the Arts Commission office, at all Orange County Public Libraries, and
at the Chapel Hill Public Library. www.artsorange.org
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VISITOR SERVICES
Some 824 people came by the Visitor Center on Franklin Street in September, down
from last month and a 2% decrease from August 2009, which was, 841. The majority of
visitors, 412, were from out of state. 61 were from out of the country, 120 from North
Carolina and 231 locals stopped in. 76 % inquired about general information, 10% had
an interest in relocation information and 14% were here for UNC related business and
activities.
Visitor Statistics
TOP 5 VISITOR ATTRACTIONS FOR SEPTEMBER 2010
Attraction September 2010
Kenan Stadium 58,371
ArtsCenter 14,135
Triangle Sportsplex 12,735
PlayMakers 7,659
Morehead Planetarium 6,421
Visitor Information Center
September September % FYTD FYTD %
2010 2009 Change 2010 2009 Change
Walk-In
824 841 -2% 3387 3347 1.2%
Traffic
Requests
for 329 741 -55.6% 1549 1234 25.5%
Materials
Visitor Inquiries - Website
September September % FYTD FYTD %
2010 2009 Change 2010 2009 Change
Website
14709 11757 25% 40912 34222 19.5%
Visitors
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Top 10 Referring Domains
www.google.com (direct references) www.visitchapelhill.org www.chocvb.org search.yahoo.com
www.ci.cgaoek-hill.nc.us www.bing.com www.visitnc.com tarheelblue.cstv.com www.unc.edu
106 75
133 1% 1%
2% 101
201
249 1%
3%
3%
542
7%
642
9%
3957
55%
1258
18%
Chart: Number of visits and percentage by domain for September 2010
Note: ‘Direct references’ represents visitors by a non-determined referrer.
Source: Live-Person
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Visitor Statistics Cont’d/September 2010
Top 10 Keywords by Search Engine Visitchapelhill.org
Keyword Google Yahoo Other
red window chapel
321 58 0
hill
chapel hill nc 253 53 1
chapel hill events 243 1 0
red window 137 23 3
chapel hill 141 14 1
red window
138 7 0
furniture store
chapel hill visitors
92 2 0
bureau
the red window
71 1 0
chapel hill nc
chapel hill, nc 43 13 2
visit chapel hill 52 1 4
Source: LivePerson
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Aviation Information
Aviation Passengers (Deplaned)
September September % 2010 2009 %
2010 2009 Change CYTD CYTD Change
Total
363,463 348,949 4.2% 3,363,813 3,336,739 0.8%
Passengers
Total
International 6613 5,803 14% 65,456 60,323 8.5%
Passengers
Taxicab
21,579 15,933 35.4% 174,191 166,144 4.8%
Trips
Supershuttle 2,876 3578 -19.6% 25,986 25,527 1.8%
Source: Raleigh Durham International Airport
Top 10 Markets of Origination for Information
State September 2010 State FYTD
NC 13 NC 39
FL 4 FL 23
TX 4 NY 15
MI 3 TX 14
PA 3 OH 11
SC 3 Ca 10
GA 2 NJ 10
IN 2 PA 9
MO 2 VA 9
NJ 2 IL 8
All Others 21 All Others 84
NOTE: Does not include material requested from publication media
Source:iDSS
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Chapel Hill/Orange County Visitors Bureau Board
The following individuals serve on the Visitors Bureau board: Jim Ward, Town of Chapel Hill; Laura Hayes
Morgan; UNC-Chapel Hill; Rick Strunk, North Carolina High School Athletic Association; Jim Parker;
Hillsborough Chamber; Lydia Lavelle, Town of Carrboro; Anthony Carey, GM: The Siena Hotel; Orange
County Lodging Association (under 100 rooms); Mark Sherburne GM, The Aloft (over 100 rooms); Orange
County Lodging Assoc.; Michael Gering, Town Board of Hillsborough; David Gephart, Alliance for Historic
Hillsborough; Greg Overbeck, Chapel Hill/Carrboro Chamber of Commerce; Lee Pavao, At-Large; Dwight
Bassett, Economic Development Officer, Chapel Hill; Jim Norton, Executive Director, Downtown Partnership,
James Harris, Economic Development Director, Carrboro; Robert Kintz, Orange County Arts Commission.
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