1. 2013–2014
Strategic Plan
2Chapel Hill / Orange County Visitors Bureau
Position Chapel Hill and all of Orange County as a
desirable place to visit and host a meeting or conference
with careful consideration to the needs and assets of the
Orange County communities.
Engage in a variety of activities that will result in
increased hotel bookings, rental of area meeting
facilities, visitations, increased occupancy tax receipts
and visitor expenditures.
Mission Statement

2. connections
• continue to: 1) prioritize mid-week bookings by reaching “business
tourists”; 2) place secondary emphasis on leisure/transient business.
• continue to support groups/meetings segment at comparable levels.
• expand commitment to LGBT market.
• explore additional initiatives, including Hillsborough VA heavy-up, food
promotion, TV.
highlights

3. current year summary

7. “EXHALE,” FRANKLIN STREET, CHAPEL HILL, NC
VISITCHAPELHILL.ORG
888.968.2060
bewaRe:
ImaGInatIons
RUNNInG wILd
There’s always something new to get into at
the edge of the Triangle. A new art exhibit.
A new cupcake shop. A new show to see.
Whatever you’re into, you can be sure that
visiting the Chapel Hill area will always give
you a new perspective.
VISITCHAPELHILL.ORG
888.968.2060
Master the art of giving this
holiday season with FRANK.
The gallery's collection of
artists will offer an array of wares
for your shopping pleasure,
November 5 thru January 5.
FRANK GALLERY, CHAPEL HILL, NC
new
Ideas
aRound
eVeRy
coRneR.
the
aRtoF
dIscoVeRy
VISITCHAPELHILL.ORG
888.968.2060
Chapel Hill’s celebrated Franklin Street
features over 200 shops, boutiques,
galleries, jewelers and restaurants, all on a
historic street named for Benjamin Franklin.
Carr Mill Mall, a restored textile mill in
Carrboro, offers everything from specialty
gifts to outdoor adventure items and great
dining. And for antiques, chocolate, gifts
and more, visit Hillsborough’s Churton
Street. Enjoy unique shops and meet some
very interesting people along the way.
SOUTHERN SEASON, UNIVERSITY MALL, CHAPEL HILL, NC

8. soMe
places
aRe eVen
beTTeR
ByFOOt.
VISITCHAPELHILL.ORG
888.968.2060
TAR HEEL 10 MILER, CHAPEL HILL, NC
There’s never a shortage of
sporting events and activities at
the edge of the Triangle. From
family-friendly races to pickup games,
country parks to city leagues, the
Chapel Hill area welcomes athletes of all
skill levels as well as their biggest fans.
thIs Is
not yoUR
oRdInaRy
playGRoUnd.
Whatever you’re into, you
can be sure that visiting the
Chapel Hill area will always
give you a new perspective.
VISITCHAPELHILL.ORG
888.968.2060
BOTANICAL GARDEN,
CHAPEL HILL, NC

10. VISITCHAPELHILL.ORG
888.968.2060
The unique vibe. The gourmet food.
The freakishly nice people. Lots of smart
folks have chosen the edge of the Triangle
for their big event, too. Now it’s your turn
to take all the credit for deciding on the
Chapel Hill area. Kudos!
GReat
mInds
thInk
aLIke.
THE WILLIAM AND IDA FRIDAY CENTER, CHAPEL HILL, NC
VISITCHAPELHILL.ORG
888.968.2060
unconventIonaL
conVentIons.
The Chapel Hill area has plenty of unique
meeting spaces. Maybe you’ll meet in an
amphitheater. Or a woodsy retreat. Or a
boutique hotel. Either way, when you
meet at the edge of the Triangle, you’re
already thinking outside the box.
BOTANICAL GARDENS, CHAPEL HILL, NC

11. connections
groups
consumer
target mix
80%
percent of total spend
allocated to consumer audience.
other
online
printmedia mix
95%
percent of spend allocated to
print & digital channels.
FY 2013-14 mix

12. connections planning
sources of influence: planning
Source: Google, The 2013 Traveler, November 2013.
internet
family, friends, or collegues
informational brochures
magazines & newspapers
tv
travel agents
books
800 or toll-free number
travel groups
radio 4%
8%
9%
9%
17%
18%
25%
28%
49%
80%

13. connections planning
58%
of leisure travelers always
“start my travel booking and
planning process with search.”
Source: Google, The 2013 Traveler, November 2013.

14. connections planning
90%
“The vast majority of people
(90%) placed importance of
other people’s reviews when
booking the accommodation
for their last trip.”
Source: Google, TripBarometer by TripAdvisor, Winter 2012/13.

15. connections hillsborough VA heavy-up
• leverage traffic coming to the area from
north-of-the-border.
• under consideration: digital, print, OOH.
• $25k dedicated budget.

16. connections food promotion
• solidify Chapel Hill’s culinary culture
amongst potential visitors.
• integrated, cross-platform partnership
with leading publisher.

17. Festivals,
Sporting
Events and
Tourism
6Chapel Hill / Orange County Visitors Bureau
• More than 24 Orange
County festivals occur
annually.
• More than half use
government facilities.
• They greatly contribute
to new guests visiting
Orange County.
• Festivals grow revenues,
the tax base and fuel
local businesses.
Why Events and Festivals?
eVentS On theedGe tRIaNGLe
hiLLsboRoUGh
CandLeliGht
home touR
dec. 2, nOOn–6pm
A holiday-inspired tour of historic
privately owned homes, historic
churches and businesses. Also enjoy a
horse-drawn carriage ride through
downtown for a nominal fee,
and see the Holiday Tree
Lighting Ceremony and
Holiday Parade.
hiLLsboRough’s
FResh ROOts
FestiVal
octobeR 20
The Downtown Hillsborough’s
Fresh Roots Festival is a day-long
celebration of food, music, activities
and fun with the Handmade Parade
starting at 2 pm. The festival will be
followed on Sunday with the
Fresh Roots Feast featuring
a Farm-to-Fork dinner
at The Depot at
Hillsborough Station.
exPLoRe
2nd FRiday
aRtwalks
On the second Friday of the month
area galleries and merchants welcome
patrons from 6 pm until 9 pm.
Participating stores include the
Ackland Art Museum and store,
The ArtsCenter, FRANK Gallery,
NC Crafts gallery
Womancraft and more.
EXPLORE
FestifaLL
October 7
This year will celebrate the
40th Annual Festifall event on
West Franklin Street, North Carolina’s
longest running event.
Festifall includes music and live
performances, children’s
activities, food, and visual
and performing arts.
exPLoRe
FestiFaLL
octobeR 7
This year will celebrate the
40th Annual Festifall event on
West Franklin Street, North Carolina’s
longest running event. Festifall
includes music and live
performances, children’s
activities, food, and visual
and performing arts.
nc coMedy
FeStIVaL
aLL FeBRUaRy
The NC Comedy Festival is a
month-long event during February
hosted by DSI Comedy Theater in
Carrboro. The Comedy Festival
is reported to be the largest
comedy festival in the
Southern United States.
VISITCHAPELHILL.ORG
888.968.2060
tUne INTO the
caRRboRo
Film FestiVal
noVembeR 18
From 1–7 pm at the Carrboro
Century Center. Started in 2006,
the Carrboro Film Festival
promotes area short films
of 20 minutes or less.
ch_ourstate_fullpg co-op ad_2012_hires.pdf 1 8/21/12 11:15 AM

18. Festivals,
Sporting
Events and
Tourism
7Chapel Hill / Orange County Visitors Bureau
The Impact of Festivals on Tourism
• Events have the potential to
generate a vast amount of tourism
when they cater to out of-region
visitors.
• Events are seen as important tool
for attracting visitors and building
image within different communities.
• Tourism related services, which
include travel, accommodation,
restaurants, shopping are the major
beneficiaries of the event.

19. Festivals,
Sporting
Events and
Tourism
15Chapel Hill / Orange County Visitors Bureau
Tourism works for Orange County
• Domestic visitors to and within Orange
County spent $161.6 million in 2012, an
increase of %from 2011.
• The travel and tourism employs 1,650 in
Orange County.
• Total payroll generated by the tourism was
$29.37 million.
• State tax revenue generated in Orange
County totaled $8.54 million through
state taxes.
• $3.31 million in local taxes from travel-
generated and travel-supported businesses.