2021 Marketing Plan Final

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W H E R E R A C I N G L I V E S C A B A R R U S C O U N T Y , N C

P R E S I D E N T ’ S ME S S A G E

PRESIDENT’S MESSAGE

Each of the five communities in Cabarrus County has its own unique character and exciting offerings to explore. Together, these cities and towns form a destination that we at the Cabarrus County Con- vention & Visitors Bureau are honored to share for so many reasons. From new additions to signature attractions, the experiences found in each municipality represent the unwavering hard work and dedication of this community.

While the COVID-19 pandemic has significantly altered many aspects of what we do, our mission remains the same and the passion this team has for sharing the story of Cabarrus County grows with each new challenge.

Travel is powerful—from the positive economic impact it creates to the benefits it provides for our wellbeing. In Cabarrus County, tourism generates hundreds of millions of dollars in visitor spending and thousands of jobs each year which translates to tax revenues and enhanced quality of life for residents. As we continue to develop creative ways to showcase the destination this year, we are excited to welcome three new agency partners to offer a fresh perspective on what makes Cabarrus County one-of-a-kind. Combined with the insight and expertise of Fourth Idea, Casual Astronaut, and Lou Hammond Group, the Cabarrus County CVB’s marketing efforts will inspire travelers in new ways. And after their visit, the memorable experiences and hospitality provided here will keep them returning year after year.

The initiatives outlined in this plan would not be feasible without the enthusiastic support from our Board of Directors and hospitality partners. We appreciate each and every one of your contributions to Cabarrus County’s travel and tourism industry.

Yours in hospitality,

Donna Carpenter President // CEO

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F Y 2 0 2 1 Y E A R - E ND R E P O R T

FY2021 YEAR-END REPORT

When FY2021 began the nation was at the beginning stages of dealing with the effects of COVID-19. While the pandemic was hard hitting for so many, it was the tourism industry that would suffer the largest impact. Travel came to a standstill and all sectors of the tourism economy including hotels, restaurants, and attractions were having to make difficult decisions just to stay in business. Nationwide, unemployment in the tourism industry was twice the next closest industry and the economic loss related to tourism in the US was $500 billion. Cabarrus County saw a loss of 1,500 jobs and $45 million in hotel revenue alone. Since the Cabarrus County Convention and Visitors Bureau is funded mainly by hotel occupancy tax, the organization had to layoff half of the staff, deal with cancellations of group meetings and conventions, and shift marketing efforts away from promoting travel to a stronger emphasis on safety and local advocacy. Total Bureau revenues for year-end FY2021 were $3,753,870, down 35% from FY2019 revenues of $5,765,181. The FY2022 budget has been set at $3,973,563. The Bureau receives 99 percent of its funding through a 6% Occupancy Tax on hotel stays. The Bureau operates on a zero-based budget, and the expenditures will be divided into three major categories: Salary andWage at 33.7%, Administration and Operations at 14.6% and Sales and Marketing at 51.7%. The Bureau’s goal is always to control and lower fixed costs while driving additional budget dollars into sales and marketing which represents the mission and vision of the organization. The Bureau’s budget has pre-allocated expenses with 10% being retained by the County for administrative collection and sports facility devel- opment funding. 33.7% 51.7%

14.6%

In the upcoming year the Bureau will continue to monitor the pandemic and traveler sen- timent in order to make the best decisions on how to sell and market Cabarrus County to provide the greatest impact. Tourism Economics has shared that leisure travel has rebounded to 91% of 2019 levels and it is hopeful that leisure travel will be fully recovered by the end of 2022. Group travel and business travel are still lagging behind at 32% and 45% of 2019 levels respectively and it will take a few years before they are fully recovered. One trend that is cur-

Salary &Wage: 33.7% Administration & Operations: 14.6% Sales & Marketing: 51.7%

rently performing well is short-term rentals. Nationwide, short-term rentals were up 17% in May 2021 compared to the same period in 2019. While Cabarrus County does not have the same level of inventory of short-term rentals as beach or mountain communities, we are seeing some growth in this sector.

Finally, we are excited that a new hotel is currently under construction at the Exit #49/Weddington Blvd, area. The WoodSpring Suites is scheduled to open in March 2022 and will add to Cabarrus County’s lodging offerings.

Sincerely,

Jessica McDonald Accounting Coordinator

John Mills, CDME Executive Vice President

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OU R R O L E

SUPPORTING ROLE: Provide a Platform for Local Businesses to Harvest Visitor Demand

SUPPORTING ROLE: Stimulate Both Visitor Circulation and Spending Post-Arrival

PRIMARY ROLE OF THE CABARRUS COUNTY CONVENTION AND VISITORS BUREAU

• Tell the Cabarrus County Story • Get Cabarrus County on the list for Consideration • Inform, Educate and Advise Visitors and Newcomers

SUPPORTING ROLE: Inform Private and Public Development Decisions

SUPPORTING ROLE: Spearhead a Consistent Brand Message for Other Messengers

DESTINATION MARKETING IS A PROACTIVE, STRATEGIC, VISITOR-CENTERED APPROACH to the economic and cultural development of Cabarrus County which balances and integrates the interests of visitors, service providers and the community.

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T H E P OWE R O F V I S I T O R S

HOW VISITORS BENEFIT A COMMUNITY

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L E I S U R E MA R K E T

Michael Bonoffski, CDME Senior Vice President, Marketing & Communications

Kristen Cranford Marketing Coordinator

Julie Hinson, TMP Communications Manager

Lindsay Ficklin Digital Marketing Manager

PROMOTING CABARRUS COUNTY AS A TOTAL ENTERTAINMENT DESTINATION THAT OFFERS ADRENALINE EXPERIENCES, FAMILY-FRIENDLY FUN, UNMATCHED SHOPPING, HISTORIC ATTRACTIONS AND HAND-CRAFTED FOOD AND SPIRITS DESTINATION: CABARRUS COUNTY

a top leisure destination, we will focus our strategy to reach our target at every point of the travel purchase funnel to attain sus- tained brand awareness. This will be achieved by various tac- tical approaches including paid advertising, public relations, marketing partnerships, email marketing, content marketing & social media.

BACKGROUND For FY2021, we are continuing to optimize our marketing communication efforts by focusing on digital strategies that get us closer to travel deci- sionmakers and targeting audiences who demon- strate the best conversion potential. Our paid advertis- ing efforts will extend to geographies that exhibit a higher propensity to visit Cabarrus County via research data. OBJECTIVE To support the business objective of driving hotel revenue, our marketing objective is to continue driving awareness and under- standing of Cabarrus County and the unique experiences it offers. We have partnered with FourthIdea, a creative agency specializing in Travel and Tourism. Our overarching goal from a paid perspective is to drive traffic to visitcabarrus.com. Once visitors are on site, our plan is to increase engagement by offering deeper content that supports travel decision-making and to create a more prominent call to action around “places to stay”. The more online resources we offer the po- tential traveler, the better chance we have at influencing the visitor journey and ultimately impacting revenue for the county. The follow- ing provides an overview of the integrated marketing plan.

CAMPAIGN GEOGRAPHIES:

• North Carolina, South Carolina, Georgia, Virginia

AWARENESS-DRIVING DIGITAL MEDIA TARGET AUDIENCE The target audience for our campaigns will consistently fit the fol- lowing criteria: • Users living within a four-hour drive radius • Motorsports enthusiasts • Ages 25-49 • Adults with children • Women passionate about travel • Household income of $50,000 or more We will modify this based on individual campaign needs (e.g., targeting users with children with family-focused creative) and will adjust bids based on other audience criteria (e.g., implement- ing a slight bid increase for women). However, the criteria above will be core to our audience targeting and will, in most cases, re- main unchanged.

STRATEGIES As we continue to increase awareness of Cabarrus County as

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L E I S U R E MA R K E T

CHANNELS There are a variety of channels that we are expecting to employ in the execution of our paid campaigns, including: • Google Ads – Search • Google Ads – Retargeting

GOALS We have a variety of goals for our campaigns, including: • Bringmessaging back tomarket after a year with limitedmarketing • Drive brand awareness for our target audience, motivating them to consider visiting Cabarrus County • Improve on-site engagement metrics, ensuring users are finding valuable information and becoming educated about the region • Increase total overnight stays in Cabarrus County hotels • Increase the average length of stay in Cabarrus County hotels KPIs There are a variety of KPIs that we will track to ensure our cam- paigns are effective and improving over time. The metrics listed be- low increase in their importance from top to bottom. Put simply: It’s nice if a keyword has a low cost-per-click, but if it never leads to engaged users or key user actions, it’s not particularly valuable.

• Facebook Ads • Instagram Ads • Programmatic Display Ads • ConnectedTV Ads • YouTube Pre-Roll Ads • Pinterest Ads

In addition to these paid campaigns, we will also support organic search efforts through two primary methods. First, we will conduct a monthly SEO technical review of the site. This will ensure that no tech- nical errors arise that limit our ability to effectively drive organic traffic. Second, we will ensure that content we create is focused on driving or- ganic traffic. This will be accomplished by planning content around tar- get keyword terms from the start, then optimizing that content for those terms before it launches. DESTINATION PAGES Our goal is to make sure that users who visit our site arrive on pages that best meet their needs. Some common examples include the “things to do” and “places to stay” pages for keywords that align with this information. Additionally, we will develop specialized landing pages that align with a user’s search. For example, a user might search “fam- ily friendly activities in Concord,” and while the general “things to do” page can meet this user’s need, a better user experience would be to arrive on a page that is fully dedicated to fami- ly-friendly activities in Cabarrus County in the form of a top-10 list or an itinerary. This is just one example, but there are many places where focused landing pages could ensure a better user experience, drive greater engagement and lead to more visits to the region from travelers.

Traffic Metrics: • Sessions • Users

• Ad cost-per-click/cost-per-completed-view

User Quality:

• Time on site • Pages per session • Bounce rate

User Actions:

• Destination Guide downloads • Page visits and actions on Places to Stay

We have partnered with Casual Astronaut to assist us in achieving our digital media goals. Casual Astronaut is a content marketing/ media and digital agency that will help us develop deeper and more meaningful relationships with our visitors. They marry strategy, design, content and digital know-how to attract prospective visitors at key moments in the consumer journey.

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C A B A R R U S COUN T Y D E S T I N AT I ON & MO T O R S P O R T S G U I D E

THE OFFICIAL TRAVEL RESOURCE

FOR CONCORD, KANNAPOLIS, HARRISBURG, MIDLAND & MT. PLEASANT, NC

The 76-page publication is a free, comprehensive resource to the County’s attractions, lodging and shopping options, full-ser- vice restaurants, historical sites, sports and recreation facilities and more. Along with a new layout, fresh images and the addition of feature stories create authentic appeal. The Destination Guide is currently available in 137 locations, not only in Cabarrus County but throughout the state of North Carolina. The Cabarrus County Destination & Motorsports Guide is available free of charge and can be acquired by: • Stopping at the Cabarrus County Visitor Information Center, participating lodging partners, local attractions and small businesses. • Calling the Cabarrus County Visitor Information Center at 800-848-3740. • Accessing the digital version or requesting a hard copy at VisitCabarrus.com.

GOAL Distribute over 100,000 copies of the 2021-2022 Cabarrus County Destination & Motorsports Guide.

STRATEGIES • Continue implementing Visitor Services Partner Connection weekly delivery to ensure all participating hotels, attractions and restaurants always have an ample supply. • Continue in-room stocking program at participating lodging properties. • Collaborate with Destination Services to ensure every group, association, meeting planner and FAM tour has received the Guide as part of their welcome package. • Educate and encourage partners who do not currently offer the Guide at their location to provide this helpful resource to their guests.

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COMMUN I C AT I ON S & P U B L I C R E L AT I ON S

The Cabarrus County CVB’s Communications & PR department strives to inform, inspire, and motivate audiences to visit by positioning Cabarrus County as one of the most vibrant destinations in the Southeast. COMMUNICATIONS & PUBLIC RELATIONS

In 2021-22, new agency partners Lou Hammond Group (Public Relations) and Casual Astronaut (Digital Marketing) will help our storytelling efforts reach new heights.

PUBLIC RELATIONS

Additional Tactics: Share ongoing media leads and opportuni- ties with hospitality partners via email, monthly partner newsletters, and CabarrUS Tourism Partners Facebook group. Reference editorial calendar and pitch relevant story angles. Ongoing activities includ- ing monitoring travel trends, maintaining up-to-date Press Room and more. INITIATIVES The following initiatives are designed to showcase Cabarrus County’s diverse offerings and exciting story angles. Each is sup- ported through a variety of the tactics included above. Culture-Rich Destinations on the Rise: Create excitement and awareness for Cabarrus County’s downtown districts currently un- dergoing revitalization. Showcase current and future arts and cul- ture offering as well as special events. Retail Retreats: Provide inspiration for getaways centered around the shopping experiences and unique finds in Cabarrus County while offering tips related to trends, gift ideas and more. Crave Cabarrus: Along with celebrating “Cabarrus Burger Mad- ness” in March 2022, highlight the local food and beverage scene and share what’s new through culinary-themed itineraries. Second Cities: Showcase Cabarrus County’s family-friendly and under-the radar attractions by inviting those who enjoyed visiting Charlotte to experience the area with a new twist for a spring break escape. Victory Lap: Feature the destination’s premier motorsports en- tertainment, adrenaline-fueled activities, and outdoor adventures with an invitation to “celebrate your win” in Cabarrus County.

The 2021-22 Public Relations Plan is designed to showcase the area’s year-round offerings including premier motorsports enter- tainment and adrenaline experiences, affordable family fun, and community gathering hubs with unique local dining and shopping opportunities. STRATEGIES Create Awareness & Raise Profile: Host virtual and in-person experiences to engage and develop new relationships with media. Raise awareness of Cabarrus County as a safe getaway for road trips, family adventure, dining, culture and more. Generate Noteworthy Results: Garner coverage for the desti- nation in national print and digital publications. Support Marketing Initiatives: Increase in-state and regional travel/visitation to Cabarrus County. Target Audiences: Create multiple story angles segmented by audience and region. Target outlets include national, regional, and local media focused on family, men’s and women’s interests, adven- ture, culinary, travel, etc. TACTICS Media Visits: Coordinate individual/group media and/or influ- encer visits to the destination on an ongoing basis, both proactively and reactively. Participate in opportunities to host media in partner- ship with Visit North Carolina. Media Missions: Conduct virtual media missions in key markets to highlight upcoming events and initiatives in Cabarrus County. Participate in media missions organized by Visit North Carolina. Pitching and News Releases: Proactive and reactive destination pitching. Regularly share news releases supporting current and up- coming initiatives.

CONTENT As Cabarrus County’s offerings continues to grow, so does our po-

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COMMUN I C AT I ON S & P U B L I C R E L AT I ON S

tential to inform travelers and ultimately entice them to visit the area. In partnership with Casual Astronaut, the Cabarrus County CVB takes a strategic approach to content creation. Through a compre- hensive library of well-written, fun-to-read articles and itineraries, the VisitCabarrus.com blog will offer insight about the area while providing actionable information that both visitors and residents alike can use to plan every aspect of their experience. MISSION To create a catalog of robust, compelling content that informs, engages and inspires readers with in-depth, insider information about Cabarrus County, ultimately driving travelers to visit the area. AUDIENCES Primary: Adults ages 25 to 54 years old • Household income between $30,000 to $150,000 • Interest in travel and tourism (i.e., family getaways, rural destinations and country enthusiasts) • Motorsports enthusiasts Secondary:Women ages 25 to 54 years old who have children • Household income between $30,000 to $150,000 • Interest in travel and tourism (i.e., family getaways, rural destinations and country enthusiasts) Primary and secondary audiences include locals and individuals who live in drive markets.

GOALS • Inform readers about Cabarrus County’s offerings (activities, events, restaurants, etc.) in each of the five communities (Concord, Harrisburg, Kannapolis, Midland and Mt. Pleasant). • Inspire readers to visit the area and stay at one of Cabarrus County’s many hotels. • Create targeted, high-quality content that can be leveraged via various digital marketing campaigns. • Further solidify the Cabarrus County CVB’s position as the best resource for information about Cabarrus County. EDITORIAL FOCUS The Cabarrus County CVB’s editorial calendar is informed by the following: • Foundational Content – Valuable evergreen content including expanded, activity-driven itineraries to encourage extended visits. • Keywords — Identifying key terms users are searching for when it comes to Cabarrus County and creating articles around each community. • Seasonality —While Cabarrus County is home to many year- round offerings, season-specific pieces will help visitors plan their trip any time of year.

COMMUNITY RELATIONS

The Communications & PR department also works to enrich com- munity relations and cultivate destination ambassadors. • Build relationships and regularly connect with hospitality partners to uncover story angles • Contribute to municipal communications and participate in local speaking opportunities • Share the economic contribution and positive impact of tourism on our community including visitor spending and taxes generated, job creation and enhancing quality of life

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WE B T E C HNO L O G Y

VISITCABARRUS.COM: REINFORCING THE CORE PILLARS OF WHAT’S UNIQUE AND ONLY IN CABARRUS

LEISURE WEBSITE The site was relaunched in 2017 and we plan to continue evolving its utility, so it becomes an even more robust digital resource for trav- elers. The overall site maintenance, analytics and reporting, and SEO monitoring will be managed by Casual Astronaut. ANALYTICS REPORTING AND OPTIMIZATION MonthlyWebsite/Campaign Reporting –Through the creation of Casual Astronaut’s Analytics dashboard, they will monitor and report on website performance and general paid adver- tising performance. • Reports will provide topline insights into audience, their behaviors, their traffic sources and their conversion activities. • Casual Astronaut will also analyze where visitors came from, how long they stayed, their geographical location, if they are new or returning and highlights of best performing pages. • Casual Astronaut will also share topline performance of the paid advertising and paid search campaigns to optimize targeting and general performance. In addition, we have partnered with Zartico, creators of the world’s only Destination Operating System specializing in data in- telligence. With a full spectrum of data science, benchmarking and analytical services, Zartico’s Destination Operating System harnesses and streamlines complex data for us to use in marketing, communi- ty development and sustainability efforts in real-time.

WEBSITE TOOLS AND MAINTENANCE Additionally, Casual Astronaut and the Cabarrus team will work together to maintain existing tools and technologies such as: • Firefold hosting

• Leisure website hosting • Business website hosting • Simpleview API forms & listings • CRM tool • Domain renewals/purchases

BUSINESS WEBSITE The re-vamped business website, CabCoCVB.com, was built with the goal of having an easily accessible and user-friendly site that can change and grow with our organization. Changes to widgets and template versions are needed for the basic upkeep of this site to func- tion which will be made in-house. MOBILE SITE Responsive web design will deliver the same user experience across all platforms and devices and will respond to the user’s behav- ior and environment based on screen size and orientation.

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D E S T I N AT I ON S A L E S

John Poole Senior Vice President, Sales & Destination Services Jarrod Rabatin Sales Manager Sports, Car Clubs EFFECTIVELY PROMOTING CABARRUS COUNTY’S HOSPITALITY ASSETS TO THE GROUP AND CONVENTION MARKETS

FY2022 - ROOM NIGHT GOALS

This is a recovery year, and we are doing business slightly dif- ferent than in past years, but our main goal remains the same: We will research, develop, and generate group and convention leads for our hotel partners. The focus will be rebooking can- celled groups, understanding new meeting room dimensions, grasping new audio-visual configurations, and customizing sponsorship opportunities to win group business for the des- tination. GROUP BUSINESS MARKETS • Sports – Traditional (Baseball, Lacrosse, Soccer, Football, Track/Cross Country & Dance/Cheer) • Sports – Nontraditional (Four-Legged Shows, Corn Hole, Quidditch, etc.) • Third Party Meeting Planner – Helms Briscoe, Conference Direct & Experient • Local, State & Regional Associations • Corporate Meetings • Religious Group • Weddings & Reunions • Automobile Clubs • Group Tours

200 Leads for 55,000 Room Nights

Room Nights

• Military Groups • Fraternal Groups • Social Groups • Educational Groups

12,000

25,000

13,000

Corporate/ Association

Sports

SMERF

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D E S T I N AT I ON S A L E S

GROUP BUSINESS DEVELOPMENT • Provide our partners with group leads fromeachmarket segment. • Rebook lost/cancelled group business. • Generate yearly signature events for the new Turf Fields. • Discuss attrition/slippage upfront to avoid reducing roomblocks. • Carry a consistent message throughout the year at each event we attend. • Managing and retaining our relationships with existing clients. • Finding new customers to increase our client base. • Understanding the hybrid meeting world to help our partners and our customers. • Providing meaningful incentives to win group business.

STRATEGIC PLANS

Target Associations:

ADVERTISING/MESSAGING Our messaging strategy will be targeted to decision makers that are currently producing group room night leads and to new planners who have never considered Cabarrus County before. The creative will be on brand, and it will be scheduled to create a year- round presence. Outlets will be 90% web related and 10% print. Target Markets: • Sports Rights Holders • 3rd Party Meeting Planner • State Associations • Religious Meeting Planners LOST BUSINESS AND LOST OPPORTUNITIES Revisiting lost opportunities and contacting previous customers with new and exciting offers that encourage them to rebook groups in FY22 and future years. MEMBERSHIPS The CVB Sales and Services team are members of professional in- dustry organizations, and we will continue to support those organi- zations again this year. We will be committee members and board members and help the organization achieve the goals they have set out to accomplish. We will also use this opportunity to build new relationships with members and secure new group business oppor- tunities for the destination.

• Association Executives of North Carolina • North Carolina Sports Association

• Meeting Planner International – Carolina Chapter • Religious Conference Management Association • Society of Government Meeting Planner NC Chapter • American Bus Association

FAMILIARIZATION TRIPS Our mission is to execute four race-based familiarization trips to

the destination in FY22. Invitees will include:

• Sports Rights Holders • Religious Conference Planners • State Associations Planners • 3rd Party Meeting Planners • Local Rights Holders

SITE VISITS Plan for and execute full blown destination site inspections for planners considering the destination for groups. We will use our destination suppliers to showcase the destination and provide them with a culinary experience to help close the deal.

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D E S T I N AT I ON S E R V I C E S

Pauline Thibaudeau Destination Services Manager

MAINTAINING AND INCREASING CUSTOMER SATISFACTION TO ENCOURAGE REPEAT BUSINESS AND CLIENT REFERRALS

The Cabarrus County CVB Destinations Services Team provides visiting meeting planners with information and resources to ensure a successful meeting, event or tour which includes but is not limited to:

• Destination Guides • Local Vendor Referrals • Mobile Marketing Units • Pre-Promotional Assistance • City Dignitary Welcomes • Site Visit Facilitation • Tours and Activities • Online Housing • Room Night Pick-up Reports

• Discount Program • Post-Event Satisfaction Survey • Welcome Bags • Volunteer Coordination • Vendor Referrals • Maps, Directions or Signage • Marketing Assistance • Welcome Desks • VIP Amenities

The primary mission of the Destination Services team is to understand the planner’s objectives for a successful meeting in Cabarrus County and assist in achieving these goals. The team will go above and beyond to meet these requests.

• Increase overnight stays in Cabarrus County.

business. We do this by building solid relationships and by a ways having the right amount of energy to create the “Where Racing Lives” experience. • Offer specialized services to our groups such as online housing, destination tourism assistance, print advertising, and spousal programs.

• Attend the prior year’s conference to promote the upcoming meeting/conference in Cabarrus County.

• Provide videos, photos, and itineraries that highlight Cabarrus County to help create excitement for the upcoming trip to Cabarrus County.

• Build an entire team of support to help meeting planners accomplish their objectives in Cabarrus County.

• The Destination Services team is also tasked with increasing repeat

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PA R T N E R S H I P & V I S I T O R S E R V I C E S

Gayle Love Lee Vice President, Partnership & Visitor Services

Erin Hicks Visitor Center Manager

William Green Travel Counselor

Kevin Keels Brand Ambassador

ENHANCING THE VISITOR EXPERIENCE IN CABARRUS COUNTY, COLLECTING VISITOR DATA FOR FUTURE MARKETING EFFORTS

• Continue to draw in local residents to raise awareness of the Visitor Center • Continue to create an experience through excellent customer service and knowledge of the destination that surpasses expectations and results in extended stays and return visits • Increase the diversity of participation sending in referral card visits by 10% STRATEGIES • Conduct informational sessions with hotel front desk staff to keep them aware of the Visitor Center programs as it relates to the visitor and them • Develop a Cabarrus County Tourism Ambassador program to align area leaders and businesses around the power of tourism and everyone working together, reinforcing pride and passion for our community. • In-depth training to bolster the knowledge of Travel Counselors,

VISITOR SERVICES Visitors Services overall goal is to drive visitation to Cabarrus County generating the maximum impact through visitor spending in Cabarrus County. This is done in conjunction with the CVB’s Part- ner programs which help prepare, educate, and train our partners ensuring every visit is exceptional. An overall positive stay encourages visitors to stay longer, come back and spread the word that Cabarrus County is a great destination. Visitor Services has two primary roles: to enhance the visitor ex- perience in Cabarrus County and to collect visitor data for future marketing efforts

THE VISITOR WHILE IN CABARRUS COUNTY GOALS • Increase Visitor Center traffic by 10%

• Increase the number of visitors touched by 20%

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PA R T N E R S H I P & V I S I T O R S E R V I C E S

Volunteers, Front Desk Staff, and other influencers • Visit and update staff at the nine NC Welcome Centers and Visit NC Call Center

• Continue to push partners to CabarrUSTourismPartners Facebook Group • Support CEO with advocacy efforts in Cabarrus County • Urge partners to use itineraries that encourage visitors to extend their stay or come back • Increase attendance for partnershipmeetings and Fuse events by 20% • Increase awareness of the Visitor Center • Communicate countywide tourism economic impact to non-traditional partners STRATEGIES • Meet with partners one-on-one or present at meetings when appropriate to relay the value of using the CVB extranet to help drive visitors to their organizations • Visit ten partners each month to discuss the extranet, networking opportunities, Visitor Center and all the tools offer by the CVB to help drive business to their organizations • Create a community Tourism Ambassador program • Continue to deliver excellent programming during partnership meetings while giving partners an opportunity to gain exposure through hosting an event • Continue to hold special events during National Travel &TourismWeek • Continue to hold Celebrate Cabarrus annual awards event in recognition of our stakeholders and partners • Encourage traditional and nontraditional partners to utilize the CVB office meeting space • Present the economic impact of tourism to local organizations • Continue to present to local groups as part of tourism advocacy • Develop plans to engage visitors throughout the destination

COLLECTING VISITOR DATA FOR FUTURE MARKETING EFFORTS GOALS • Continue to collect critical information at local events for marketing • Record data on howVisitor Center traffic and inquiries hear about the Visitor Center • Track why Concord Airport travelers are coming into Cabarrus County STRATEGIES • Keep referral programs fresh, use Fan Van at larger local events, regular visits to NC Welcome Centers • Ensure our Travel Counselors and volunteers are asking visitors how they found out about us and why they have traveled here for a customized experience PARTNERSHIP Partnership’s overall goal is to develop strategic partnerships in which mutually beneficial relationships are forged between the Cabarrus CVB, hospitality partners and the local community. Destination and profession- al training and exposure is offered through education, networking, site vis- its, hosting events and our website. GOALS • Continue to highlight the CVB Partnership Department as the“go to” for resources and connecting with other partners

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B U S I N E S S D E V E L O PME N T A C T I V I T I E S

JULY 2021 MPI-CC (Meeting Planners International - Carolina Chapter Meeting), Asheville, NC AENC (Association Executives of North Carolina) – Annual Meeting – Wilmington, NC

AUGUST 2021 Connect Associations/Connect Sports – Tampa, FL NC Sports Association Meeting – Asheville, NC

SEPTEMBER 2021 MPI-CC Meeting – Raleigh, NC AENC Meeting – Pinehurst, NC TEAMS Sports Conference, Atlantic City, NJ

OCTOBER 2021 Sports Relationship Conference – Colorado Springs, CO AENC Fall Conference – Durham, NC

DECEMBER 2021 AENC Annual Tradeshow – Raleigh, NC MPI-Carolina Chapter Meeting – TBA

JANUARY 2022 Association Executives of NC - Winter Conference – TBA

FEBRUARY 2022 Conference Direct Annual Forum - TBA Religious Conference Management Association – Emerge – Sacramento, CA

MARCH 2022 MPI Chapter Meeting - TBA

APRIL 2022 Association Executives of NC – Spring Conference - Durham, NC

MAY 2022 Helms Briscoe Annual Business Conference & Partner Fair - Las Vegas, NV

JUN 2022 MPI Chapter Meeting - TBA

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