Leadership 2022, Session 5, Tourism Presentation

1. POWER OFTRAVEL FOR COMMUNITY
1

2. Top 7 Priorities
• Increase awareness of growing Orange County
amenities through paid advertisements.
• Work with area hotels to determine low
occupancy periods and cultivate leads to fill.
• Work with national press on media coverage.
• Welcome and assist guests through Franklin
StreetWelcome Center.
• Generate inquiries on area through
restaurant, nighclubs, attractions and
hospitality marketing.
• Commit to weekly news updates to visitors.
• Conduct research that informs on changing
perceptions of Chapel Hill and Orange County
and redirect messaging and marketing based
on changing perceptions of this area.

3. Tourism Marketing by the
Chapel Hill Orange County
Visitors Bureau identifies
the area as Chapel Hill and
encourages guests to
explore the Carolina
communities of Chapel Hill,
Carrboro and Hillsborough.

4. Chapel Hill
University NorthCarolina Chapel Hill
Largest healthcare center in County
Internationally known sports teams
Franklin Street
Planetarium
NC Botanical Garden
Memorial Hall
Carolina Inn
University amenities

5. Hillsborough
Riverwalk
Poet’sWalk
Historic Downtown
Burwell School
Ayr Mount
ArtWalk
Restaurants, Bars, Retail
Colonial Inn downtown

6. Carrboro
Cat’s Cradle
Annual Live Music Festival
ArtsCenter
Open Lawn/Weaver Street
Progressive policy leaders
LGBTQ history
Breweries
Bicycle Priorities
Quirky
Farmers’ Market

7. LocalTourism
Facts
Domestic and international visitors to and within Orange
County spent $128.4 million in 2020, a decrease of 47.7% from
2019. In Buncombe County visitors spent $1,459.33 (Their
tourism industry is more than 10x Orange County’s industry)
The average visitor to Orange County originates from NC,VA,
SC, Florida. Primary visitor traveler originates from Mid-
Atlantic– fromWashington DC to Atlanta.
A large majority of our visitors are white, travel with older
children (not young families), have high household incomes, an
affiliation with UNC, visit friends and family, are interested in
relocating or retiring here, stay an average of 2 nights.

8. ORANGE COUNTY HOTELS PERFORMED
IN LINEWITH PEERS IN 2020
-53.3%
-44.8%
-41.8%
-32.3%
-30.7%
-30.2%
-28.3%
-28.0%
-27.9%
-23.6%
-22.1%
-19.1%
-60.0% -50.0% -40.0% -30.0% -20.0% -10.0% 0.0%
Williamsburg, VA
Richmond CBD/Airport, VA
Orange County, NC
Charleston, SC
Myrtle Beach, SC
Buncombe County, NC
Wilmington, NC
Greenville, SC
Savannah, GA
North Carolina West/Cherokee Area
Gatlinburg/Pigeon Forge, TN
Chattanooga, TN-GA
Hotel Room Night Demand
2020 % change
Source: STR

9. LODGING OCCUPANCY
CALENDARYTD
Source: STR and AirDNA
67.4%
55.8%
39.2%
56.9%
53.2%
60.3%
58.8% 60.3%
Hotels Vacation Rentals
2019 2020 2021 2022
2020 v 2019
-42%
2022 v 2019
-13%
2022 v 2019
+8%
2020 v 2019
+2%

10. Tourism Recovery
Focus
More than 45,000 small
businesses across North Carolina
rely on what visitors spend – on
everything from lodging and
dining to transportation,
recreation and retail.
As a result of travelers’
contributions to state and local
tax revenue, North Carolina
households averaged about
$580 in yearly savings.

11. TheVisitors Bureau staff of six works with Chapel Hill
and University communicators; Carrboro and
Hillsborough Economic Boosters; Hillsborough
Historic Preservation and area Hotel leaders,
marketing directors to shape monthly marketing
messages.
Partnerships

12. Let Curiosity LeadYou Here

13. Let Curiosity LeadYou Here

14. Let Curiosity LeadYou Here

15. Pheron Sledge
“My job atThe Carolina Inn
has been much more than
just a job. It’s changed my
life. We purchased a home in
Chapel Hill and enjoy travel,
entertainment and all the
blessings of a full life.
Without the opportunities
that I’ve had here at the
hotel, I don’t think any of that
would have been possible.:
Pheron Sledge, Carolina Inn

16. EliseTyler,
Owner/Operator
 "Hillsborough is a must-go-to
destination for thousands of travelers
both nationally and worldwide.The
small town's historic legacy melded
with modern eclectic art, music, and
writing culture is complemented by
foodie-approved restaurants and a
flagship hotel. The key reason we are
able to sustain these kind of amenities
is because of the visitors, new and
recurring, who come and partake in all
the wonders Hillsborough has to
offer!"
EliseTyler, Colonial Inn

17. New Programs atVisitors Bureau
• Diversity website and programming
• Disability Guide on digital platforms
• Evening and Saturday hours at
Visitors Center
• Increase midweek business with
conference and business travel
• Mixed-uses forWelcome Center
• New Historic WalkingTours
New Welcome Center

18. HTTPS://WWW.YOUTUB
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