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MASSACHUSETTS OFFICE OF
TRAVEL + TOURISM
Betsy Wall
Executive Director
MOTT IS THE STATE AGENCY DEDICATED
TO PROMOTING MASSACHUSETTS AS A
LEISURE TRAVEL DESTINATION, TO
STIMULATE THE MASSACHUSETTS
ECONOMY BY GENERATING STATE AND
LOCAL TAX REVENUES, CREATING JOBS,
AND SUPPORTING TRAVEL-RELATED
BUSINESSES.
MMP
MASSACHUSETTS MARKETING
PARTNERSHIP
MASSACHUSETTS OFFICE OF
TRAVEL + TOURISM
(MOTT)
Tourism Marketing
Film Office
Sports Marketing
WHY DOES TOURISM MATTER?
ECONOMIC IMPACT OF TRAVEL IN MA FOR CY2010
Domestic International TOTAL
Travel $13.5 Billion $2.1 Billion $15.5 Billion
expenditures
Jobs 104,400 17,200 121,700
State and $878.8 Million $127.6 Million $1 Billion
Local Taxes
Source: USTA,2010
Tourism Marketing
Domestic/International Marketing
Television, Radio, Online
massvacation.com
Search Engine Marketing
Public Relations
MOTT’S Targeted Consumer Outreach
PORTFOLIO Social Media – Facebook, Twitter
E-Communication
Sales Missions, Trade Shows
Group Tour, MA Green
LGBT and Niche Markets
Students and Families
Administer grants to RTC’s
Film Sports Marketing
International/Domestic International/Domestic
Marketing Marketing
Public Relations Public Relations
Social Media Trade Shows
Studio Sales Calls Social Media
Liaison with Unions, Build College/University
Stakeholders Partnerships
Workforce Development
MASSACHUSETTS VISITORS TOP 5 ACTIVITIES
Attend Family/Social Event 27%
Historical Places/Museums/Art Galleries 25%
Shopping 18%
Fine Dining 15%
Rural Sightseeing 14%
MARKETS
Top Domestic Markets Top International Markets
Canada
Boston + Beyond
United Kingdom
New York
Germany
Hartford & New Haven Australia
China
Providence/New Bedford
Japan
New Hampshire(beyond the
Boston media market) France
Italy
Total: 20 million visitors
to Massachusetts
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DOMESTIC TRAVEL ROUTES
International Program
INTERNATIONAL PROGRAM
MOTT has representation in 6 international markets
Germany – In Country*
U.K. – In Country
France – In Country
Italy – In Country
Japan – Program based Representation
Canada – Program based Representation
MOTT’s International program focuses on trade, media, & consumers.
Working with journalists, tour operators and publications to promote
Massachusetts to an international market.
Discover New England - MOTT participates in this New England
organization to bring more international tourism to the New England
states.
*In country means reps are stationed in the home country and run a pr and marketing program for the benefit of Massachusetts.
INTERNATIONAL ROUTES
Reykjavik
Dublin
Shannon Amsterdam
London
LHR Frankfurt
Paris Munich
Ottawa Montreal Zurich
Toronto
YYZ & YTZ
BOS Rome
Terceira Madrid
Ponta Lisbon
Delgada
Tokyo
NRT Bermuda
Nassau
Providenciales
Cancun Santiago Punta Cana
Montego Santo St. Maarten
Bay Domingo
Praia
Aruba
TERMINAL E – LOGAN AIRPORT
JAPAN
JAL flight between Tokyo and Boston Logan launches April 22
•Four flights per week until June when flight becomes daily
•Boston is the first city to which Japan Airlines has said it will fly the 200-
seat 787 “Dreamliner”
•Feeder flights from 22 markets including Shanghai, Beijing, Hong Kong,
Singapore, Taipei, Seoul, New Delhi, Manila and Bangkok
•Massachusetts had the highest percentage of international college
freshmen of any state in the country in the 2009-2010 school year,
according to the AICUM — the majority of them coming from India, China,
Korea, Canada, and Japan
MASS FILM OFFICE WEBSITE
Lisa Strout, Director
Lisa.strout@state.ma.us www.mafilm.org
MASSACHUSETTS FILM OFFICE UPDATE
January – October 2011
PRODUCTIONS
Title Studio # Shooting # of Local Locations
Days Jobs
Crooked Arrows Branded Pictures Ent. 30 60 Danvers, Topsfield,
Starring: Brandon Routh; Chelsea Ricketts Wellesley
Donny’s Boy (I Hate You Dad) Columbia Pictures 53 250 Boston, Dennis, E.
Starring: Adam Sandler; Andy Samberg Happy Madison Bridgewater, Everett,
Productions Lynn, Osterville,
Peabody
Fairhaven Atlantic Pictures 27 40 Fairhaven, New
Starring: Chris Messina; Rosemarie Dewitt Bedford
Frank 30 40 New Bedford, South
Starring: Rachel Miner; Chris Sarandon Dartmouth, Westport
Here Comes the Boom Columbia Pictures 52 200 Boston, Lowell,
Starring: Kevin James; Salma Hayek; Henry Peabody, Quincy
Winkler
R.I.P.D NBC/Universal Pictures 100 500+ Boston, Dedham,
Starring: Ryan Reynolds, Jeff Bridges Raynum, Quincy
TED NBC/Universal Pictures 52 225 Boston, Canton,
Starring: Mark Wahlberg; Mila Kunis; Seth Chelsea, Everett,
MacFarlane Norwood, Somerville,
Swampscott
RECENTLY RELEASED
Title Release Date Locations Box Office Position
Opening Weekend
What’s Your Number? September 30, 2011 Boston, Gloucester 8th
Starring: Anna Faris; Chris Evans
Moneyball (partially shot in MA) September 23, 2011 Boston- Fenway Park 2nd
10
Starring: Brad Pitt; Jonah Hill
MASS SPORTS OFFICE: WEBSITE
Shannah McArdle – Director
http://www.masportsoffice.com
Shannah.McArdle@state.ma.us
MASS SPORTS OFFICE UPDATE
•MSO micro-site. A one-stop shop for MA sports fans and sports participants.
•MSO attended (TEAMS) Tradeshow. Leads posted on massvacation.com
2012 Confirmed Events
2012 World Group II Fed Cup first-round tie Feb 4-5 Worcester
2012 ACC Indoor Track & Field Championships Feb 23-24 Boston
2012 MAAC Basketball Championships March 1-5 Springfield
2012 US Synchronized Skating Champs March 7-10 Worcester
2012 SOMA Winter Games March 10-11 Worcester
2012 NCAA DI Men’s Basketball Reg. Champs March 22&24 Boston
2012 DI Men’s Ice Hockey Champs NE Regional March 24-25 Worcester
2012 NCAA DIII Men’s Volleyball Champs April 27-29 Springfield
2012 NCAA Men’s Lacrosse Championships May 26-28 Foxboro
2012 Little League Girls’ Softball Regional’s July 28-Aug 2 Worcester
2012 US Rowing Masters National Championships Aug 9-12 Worcester
2013 World Synchronized Team Skating Champs TBA Boston
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Public Relations/Marketing
PUBLIC RELATIONS
Strategic year-long thematic based PR calendar
Fams and desksides in New York and other markets
Support for marketing promotions and campaign launches
Integration with ongoing initiatives
MARKETING
Massvacation.com
Updated frequently with fresh content and images
Facebook/Twitter
GEO sort and database
SEO – link to massvacation.com to increase traffic on both sites
Creative – Focus on value and getaways
Online, radio, print
Target New York markets
Brand and promotional campaigns
SOCIAL MEDIA PROGRAMS
MASS INSIDER – This program offers deals and discounts to
consumers. If you have something you would like to offer as part of
the Mass Insider program please contact Lisa Simmons at
lisa.simmons@state.ma.us
FACEBOOK – Like Us - www.facebook.com/VisitMassachusetts
TWITTER – Follow us - http://twitter.com/VisitMA
BLOG – MOTT’s weekly blog gives a look at many of the unknown
treasures of Massachusetts told from a visitor’s perspective
MOBILE APP – For use on the Iphone this app will provide
consumers with up to date information on where to stay, what to do,
where to sleep, where to shop – all of your listings must be up to date
in our database
Linking to Massvacation.com
•In an effort to increase the SEO of the Massachusetts Office
of Travel & Tourism website, we are asking the tourism
industry to link to us from their websites.
•This means placing the below logo somewhere on your site
(preferably on the home page).
• This linking program will allow visitors to find
Massvacation.com easily on the web and support your sites
through this linking program as well.
The logo should be placed on the homepage as a hyperlink to
http://www.massvacation.com
http://www.massvacation.com/images/mott_logo_new.jpg
UPCOMING TOURISM EVENTS
Boston Globe Travel Show February 10 – 12, 2012
New York Times Travel Show March 2 - 4, 2012
LGBT Travel Show March 16-17, 2012 NYC
DNE March 26 – 28, 2012
Digital Marketing:
From website to Facebook: Spring 2012
Japan Air Service Launch April 22, 2012
ESTO August 26 -28, 2012
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DNE
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DISCOVER NEW ENGLAND (DNE) SUMMIT
March 26 – 28, 2012 – Boston Park Plaza Hotel, Boston
•70 International Tour Operators
•Over 300 members of the New England tourism industry
•Tour Operators and U.S. Receptive Operators – UK, Germany, France, Italy, Scandinavia
and other countries in Western Europe.
•Early Bird Rate: $495 per person (fully paid by Jan. 31, 2012)
Standard Rate: $595 per person (after Jan. 31, 2012)
http://www.discovernewengland.org/travel-trade/dne-summit/.
WHAT IS DNE?
•Discover New England (DNE) is the official tourism organization representing the New
England region
•funded by the participating states of Connecticut, Maine, Massachusetts, New
Hampshire, Rhode Island, and Vermont.
GOVERNOR’S CONFERENCE
25TH ANNUAL GOVERNOR’S CONFERENCE
ON TRAVEL AND TOURISM
September 20, 2012
The Big E
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MOTT RESOURCES
• MOTT is a public agency/no membership, free
participation
• MA businesses have free access to our website
–update your own listings
contact: John.Alzapiedi@state.ma.us
• Send us photography, press releases, other info,
let us know what is happening
• Check the LEADS page regularly and respond
to inquiries.
Username: leads password: 3RT67JM
• Contact: Lisa.Simmons@state.ma.us for press
and lead inquiries
MOTT RESEARCH
TONY D’AGOSTINO
RESEARCH DIRECTOR
Tony.Dagostino@state.ma.us
SUMMARY OF TRAVEL DATA TRACKED BY MOTT
LEVEL U.S. MA - state County/RTC Cities/Towns Source
Economic Impact
International X X
Domestic X X X X USTA
Visitation
International X X Dept. Commerce
Domestic X X TNS
Visitor Profile
International X Dept. Commerce
Domestic X X TNS
Rooms' Tax Collections MA DOR
State X X X
Local X X X
Lodging Data STR
Occ.,Rate,Sold etc. X X X
Massachusetts Tourism Economic Impact
Barnstable County & Orleans
2010 economic impact data project solid growth:
•Rooms sold… in MA up 9% (up 8% in the U.S.) up 5% in Barnstable
County
LODGING
•Room Revenue in MA up 11% (up 9% in the U.S.) up 6% in
Barnstable County
•Barnstable County rooms occupancy tax collections were $9.8 million
(state) and $8.2 million (local)
2011 lodging stats to date thru May:
•Rooms Sold…….in MA up 4% (up 6% in U.S.) and up 5.4% in
Barnstable County
•Room Revenue...in MA up 6% (up 9% in U.S.) and up 4.2% in
Barnstable
•Orleans lodging $266,000 in state occupancy taxes and $187,000
in local occupancy taxes (based on a 4% local option rate)
MASS FILM INDUSTRY
WHAT IT MEANS FOR YOU & YOUR COMMUNITY
Why Film is Good for the Economy
Economic Background
Internationally, the Film Industry is an expanding
economic sector.
The Price Waterhouse Coopers Entertainment
Media Survey 2008-2012 estimates an annual
growth rate of 6.6%.
US: $2.2 trillion/year estimated in 2012.
The Economic Argument
High-paying Jobs
Business growth
New money into our economy
Increased exposure and tourism
Current Stats
2011 – 9 Feature Films
Estimated MA spend by films in 2011: $222 million
Workforce:
Technicians Local: 900 members
Teamsters: 500 members
Screen Actors/AFTRA: 2,200 members
Total estimated MA film professionals: 3,500
Made in Mass
Filmography 2009 - 2011
2011
Fairhaven, Ted, Here Comes the Boom, I Don't Know How She
Does It, I Hate You, Dad, Crooked Arrows, R.I.P.D, Frank, Lords
of Salem
2010
Jumping the Broom, Boston's Finest (TV Pilot), What's Your
Number?, The Woman, Whaling City, The Quinn-tuplets (TV
Movie), Silver Circle, Sunny Side Up, Summer Song, Girlfriend,
Moneyball
2009
The Zookeeper, Mission Park, See Kate Run (TV Movie) The
Company Men, The Social Network, Grown Ups, The Fighter, The
Lightkeepers, Furry Vengeance, Locked In, Knight & Day,
The Town
How Local Businesses Benefit
Average television series uses 500 local vendors
Recent vendor lists include over 1,000 local
vendors
Vendor lists do not include the one-time usages
- antique shops, general retail, clothing shops,
bakeries, restaurants, parking lot rentals, etc.
*See Business Handout*
Examples…..
A local lumber company estimated a million dollars
in spending from film projects last year; increased
their staff; added trucks.
A Chinese Restaurant and Pizza Shop located near
a production set were kept extraordinarily busy for
many months – supplying “2nd Meals” for the crew.
A franchise car rental company (locally run) says
that without film, their business would be down.
FILM TOURISM
Classic Massachusetts Examples
Gloucester bar, Perfect Storm
L Street Tavern, South Boston
Sweden & The Millenium Trilogy
Millenium Effects
10,000 people take the Millenium tour each year
6,800 copies of the “Millenium Map” have been
distributed
Hotels and tour operators market Millenium “stays,”
tours, and cruises
Interest from Journalists and TV teams from abroad
Lasting effects on tourism
“The Sound of Music,” released in 1965, is still drawing 300,000 fans annually to
Salzburg with 40,000 of them taking the official Sound of Music Tour
The Iowa field in The Field of Dreams still has over 100,000 visitors each year.
New Zealand has experienced a phenomenal uptick in visitation following the Lord
of the Rings films – and attributes roughly 80% of their tourism dollars to these
films, for each year after each film’s release. The “Hobbit” is next in line.
New Mexico saw a dramatic surge of tourists wanting to stay at a “Dude Ranch” –
after seeing “City Slickers” – and the trend continued for the next decade.
Film Tourism in Massachusetts
On Location Tours was resurrected in 2011,
showcasing the famous movie and television
locations throughout Boston.
Boston: Cheers, Knight & Day,
Zookeeper
Lowell: The Fighter
South Boston: Good Will Hunting
Gloucester: Perfect Storm,
The Vineyard: Jaws
For more information:
Lisa Strout, Director
Massachusetts Film Office
10 Park Plaza, Suite 4510
Boston, MA 02116
(617) 973 8400
www.mafilm.org
mafilminfo@state.ma.us
Massachusetts Office of Travel & Tourism [MOTT]
10 Park Plaza, Suite 4510, Boston, MA 02116
Phone: 617-973-8500 • Fax: 617-973-8525
www.massvacation.com
Betsy Wall, Executive Director
betsy.wall@state.ma.us
STAFF LIST
John Alzapiedi, Web Manager Kevin Leary, Visitor Services Coordinator
john.alzapiedi@state.ma.us; 617-973-8589 kevin.leary@state.ma.us; 617-973-8587
Dagny Ashley, Group Tour Manager Shannah McArdle, Director of Sports Marketing
dagny.ashley@state.ma.us; 617-973-8511 shannah.mcardle@state.ma.us; 617-973-8504
Ken Brissette, Chief of Staff Catherine Onasanya, Administrative Assistant
ken.brissette@state.ma.us; 617-973-8565 catherine.onasanya@state.ma.us 617-973-8400
Phyllis M. Cahaly, CMD, Dir. Specialized Marketing Jonathan Paris, ED, Mass. Sports Partnership
phyllis.cahaly@state.ma.us; 617-973-8509 jparis@masports.org; 617-254-6103
Tony D’Agostino, Research Director Diane Roberts, Financial Coordinator
tony.dagostino@state.ma.us; 617-973-8512 diane.roberts@state.ma.us; 617-973-8544
Tim Grafft, International Marketing Manager Lisa Simmons, Director of Communications
tim.grafft@state.ma.us; 617-973-8542 lisa.simmons@state.ma.us; 617-973-8508
Jonathan Hyde, Green & Cultural Tourism Lisa Strout, Dir. Massachusetts Film Office
jonathan.hyde@state.ma.us; 617-973-8505 Lisa.strout@state.ma.us; 617-973-8401
Betsy Larkin, International Marketing Coordinator Stephen M. Walsh, Visitor Services Manager
betsy.larkin@state.ma.us; 617-973-8531 steve.walsh@state.ma.us; 617-973-8586
