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Buncombe County Tourism Update

Buncombe County Tourism Update. Presentation to Leadership Asheville Class January 21, 2009 Kelly Miller, CDME. Overnight Leisure Visitation to Asheville Area. Visitor Spending. Spending increases 24%. Typical Asheville Visitor. Typical visitors are: Age: 50s HH income: $100,000+

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Buncombe County Tourism Update

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  1. Buncombe County Tourism Update Presentation to Leadership Asheville Class January 21, 2009 Kelly Miller, CDME

  2. Overnight Leisure Visitation to Asheville Area

  3. Visitor Spending Spending increases 24%.

  4. Typical Asheville Visitor • Typical visitors are: • Age: 50s • HH income: $100,000+ • College or post-graduate degree • No children in the home (i.e. empty nesters) • More than half employed full-time, 1/3 retired • Married & traveling as couple • Have Internet Access Information from 2007 Intercept Study & Cluster Study of Asheville Inquiry Database (06-07)

  5. Lodging Econometrics reported 36 percent growth in pipeline projects nationwide at the end of the 2007 that will come online in the next few years. Anticipated Growth in Hotel Rooms

  6. The Impact of Visitors

  7. Economic Impact of Tourism(Direct & Indirect)

  8. The Total Tax Visitors Pay on Accommodations 4% Occupancy Tax (3% for marketing & advertising and 1% for product development) Sales Tax (earmarked for state and 6.75% local government 10.75% Total Tax Paid on Lodging

  9. Tax Returns to Local Government • Buncombe County Government estimates that visitors to the Asheville area generate one third of all retail sales. • Nearly $30 million goes back to local government in combined sales and property taxes that are the result of tourism.

  10. Labor Impact • More than 25,000 people are employed in hospitality- related jobs in Buncombe County. • Estimated direct labor income impact is more than $473 million.

  11. Tourism Builds Community $9,033,500 Tourism Product Funds Awarded through 2007

  12. Projects Funded by Buncombe County Lodging Industry Occupancy Tax (2007 Cycle)

  13. Projects Funded by Buncombe County Lodging Industry Occupancy Tax (Previous Cycles)

  14. Buncombe County Wayfinding Project TDA Allocates $1.65 Million for Wayfinding • $1,650,000 recommended by Tourism Product Development Committee and approved by BCTDA December 2007 to fund county-wide Wayfinding in partnership with: • City of Asheville • Weaverville • Woodfin • Black Mountain • Montreat • Buncombe County

  15. Wayfinding Update • Working closely with NC DOT on established design guidelines and encroachment process for sign located on DOT roads in the county. • Finalizing locations of pedestrian signs and kiosks and gateways. Fabrication will begin by end of the year.

  16. Tourism Advertising Efforts $2.76 Million in Net Media

  17. Sample Tourism Ad Campaigns • Atlanta Campaign launched August 2007 • Romance Campaign launched Fall 2007 • Epicurean Campaign launched January 2008 New overall campaign to be launched late 2008

  18. Current Economic Challenges

  19. Lodging Forecast

  20. Thank You.

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