2020/2021 Annual Report2 TABLE OF CONTENTS Message From President & CEO . . . . . . . . . . 3 Overall Tourism Stats . . . . . . . . . . . . . . . . . . 4 Marketing Highlights . . . . . . . . . . . . . . . . . 6 Marketing Programs . . . . . . . . . . . . . . . . . . 13 Media Relations & Travel Trade . . . . . . . . . . . . 23 Marketing Partnerships . . . . . . . . . . . . . . 25 Film Tuolumne County . . . . . . . . . . . . . . . . . . . 31 Industry Associations . . . . . . . . . . . . . . . 32 Crisis Communications & Response . . . . . . . . 33 Community . . . . . . . . . . . . . . . . . . . . . . . 34 Currently & Looking Ahead . . . . . . . . . . . . 35 Management & Accountability . . . . . . . . . 38 Board of Directors . . . . . . . . . . . . . . . . . 39 Visit Tuolumne County Team . . . . . . . . . . . 40 COVID-19 Response Timeline . . . . . . . . . . 41 Vendors List . . . . . . . . . . . . . . . . . . . . 44 Glossary of Industry Terms . . . . . . . . . . . . . 45A Message from Visit Tuolumne County President & CEO, Lisa Mayo At the start of Fiscal Year 2020-21, we were months into a devastating pandemic that shook the world and continued to impact all our lives throughout the year. The travel and tourism industry was hit hard early on. Businesses pivoted week to week as protocols were added and updated. Some businesses shut down altogether. Now, over a year later, we are finally able to embrace the light at the end of the tunnel as businesses emerge from pandemic restrictions into what is feeling normal again. Throughout the year it has been incredible to see the fortitude of our local business owners. Equally as amazing are all the new small businesses that bravely opened during one of the most tumultuous times in our history. We are excited, and I do not use that word lightly, that we can now continue to welcome back visitors to Tuolumne County. Our Wander Freely campaign, created in partnership with Augustine Agency, is showing great success. Last year gave us an opportunity to focus on destination stewardship, sustainability, and responsible travel initiatives that we will carry forward into the new year. We embraced many new platforms including Spotify, creating a podcast and even TikTok. This past year has put a spotlight on how important the visitor economy is to Tuolumne County. It is the largest private sector industry bringing in millions of new dollars and tax revenues that help sustain our community’s vital services and support many of our family, friends and neighbors. Visit Tuolumne County’s role of inviting visitors from around the world to Tuolumne County is more crucial than ever. Thank you to the VTC Board of Directors for their unwavering support as we navigated new waters this year. A huge shout out to our Membership – that was given the opportunity to waive dues this past year and nearly 90% did not take that option even as they were dealing with so much uncertainty. On behalf of the VTC Team and Board of Directors, a big thank you to the Tuolumne County Board of Supervisors and the Sonora City Council for continuing to honor our long-standing partnership which allows us to do our job of inviting visitors to Tuolumne County in good times and in crisis recovery times. Finally, a huge thank you to my VTC Team. So much has changed this last year and we are missing a big part of our Dream Team, but to those of you still here or who have recently come back part-time, you have shown incredible strength, loyalty and perseverance and I am forever grateful to each of you and the talents that you bring to VTC. Tuolumne County is lucky to have you (and so am I!). Looking forward, Lisa Mayo, CDME President/CEO Visit Tuolumne County 3 Message from the President MESSAGE FROM THE PRESIDENT & CEOOverall Tourism Stats 2020 Travel Spending and Tax Revenue Total Direct Travel Spending * $173 million Tourism Industry Employment * 2,100 Government Revenue Generated by Tourism Local Sales Tax Receipts$6.6 million State Sales Tax Receipts$7.3 million Transient Occupancy Tax$3.575 million State and local tax revenue equivalency per Tuolumne County household $638 2019 $273 Million (Record Year) 2020 Travel Spending and Tax Revenue * These statistics do not include spending or job generation by either Black Oak Casino Resort or by Chicken Ranch Casino as they fall under Government. Casino employment estimated to be 1,500 plus. Reported by Dean Runyan Associates. Vs. 2020 $173 Million -36.8% change (vs. California -55% change) TUOLUMNE HISTORY OF TRAVEL SPENDING IN CALIFORNIA $275M $250M $225M $200M $175M $150M 2010201120122013201420152016201720182019 $300M TUOLUMNE HISTORY OF TRAVEL SPENDING IN CALIFORNIA $275M $250M $225M $200M $175M $150M 20102011201220132014201520162017201820192020 $300M Produced by: 4 OVERALL TOURISM STATS 2020 Breakdown of Travel Spending by Industry ($ in Millions) 0 10 20 30 40 50 60 70 80 90 LodgingDiningArts, Entertainment & Recreation Shopping: Grocery & Retail Transportation/Gas 20202019 (Record Year) 5 OVERALL TOURISM STATS Marketing Highlights Tuolumne County Healthy Pledge Program In June 2020, Visit Tuolumne County introduced the “Tuolumne County Healthy Pledge” program, a local business commitment to creating and providing a clean, safe, and healthy environment for residents and visitors as businesses and organizations reopened with COVID-19 restrictions. VTC staff consulted with Acting Tuolumne County Public Health Officer, Dr. Liza Ortiz, and staff for input on the program and its components. The Tuolumne County Healthy Pledge is a voluntary program and awareness campaign for Tuolumne County businesses to showcase their commitment to clean and healthy standards for their guests and employees to prevent the spread of COVID-19. As a priority recovery initiative, this free awareness program is led by the Visit Tuolumne County team. Research studies on traveler sentiment continue to show that visitors will go where they have confidence that the businesses within the destination are abiding by health and safety protocols brought on by the pandemic and continue to be of importance to travelers. To date over 75 Tuolumne County businesses have taken the pledge, and VTC continues to invite local businesses to take the pledge. This in turn will assist businesses with economic recovery. Businesses that have taken the pledge and are VTC members have a Tuolumne County Healthy Pledge icon displayed on their business listing at www.visittuolumne.com. An additional webpage dedicated to Tuolumne County Healthy Pledge lists all participating businesses (all Tuolumne County businesses are welcome). Each business may list basic protocols they are following, and they have access to additional marketing tools to help spread the word about their pledge and commitment to public health. Businesses are responsible for ensuring that they are abiding by all governmental and public health orders and directives. 6 MARKETING HIGHLIGHTSTuolumne County Restaurant Week Tuolumne County Restaurant Week (TCRW) is an annual celebration of local cuisine, restaurants, bakeries, chefs, wine and cider makers, breweries and food producers, and is a collaborative way to share the bounty of Tuolumne County. Participation in Restaurant Week is open to VTC members and is FREE (besides any of the business’ associated operational costs). VTC re-introduced TCRW in January 2020 after a hiatus and it was met with great enthusiasm. The 2021 TCRW was different due to the pandemic and although the circumstances limited dining in its traditional sense, VTC committed to promoting community support of our local businesses, which was of upmost importance and urgency. Taking place January 22—31, 2021 Restaurant Week had two promotional components: 1. Promote any special discounts or special menu offerings provided by restaurants, wineries, bakeries, etc. who wish to offer one during Restaurant Week. 2. Highlight and feature international dishes offered by local restaurants with the “Dine Local While Dreaming Global” theme. For the 2021 event, the approach was to promote restaurants in general and take-out options during the course of the week. Due to travel restrictions, promotions were kept to local radio and media outlets and on VTC’s website and social and digital platforms. Tuolumne County Restaurant Week 2022 will take place January 21st through 30th. 7 MARKETING HIGHLIGHTSWander Freely The Wander Freely campaign continues through 2020/2021, and will continue to pivot as needed to welcome visitors during periods when travel is allowed throughout the state. The goal of the campaign is to inspire family, friend and solo getaways primarily focused on the region’s many outdoor experiences, wide-open spaces and charming towns. By utilizing owned, earned and paid media channels, the campaign targeted nearby drive market residents in the San Francisco Bay Area and the Greater Sacramento area. While the primary objective was to increase visitation, travel spending, and overnight stays, the messaging needed to be sensitive to what the audiences had been through. The creative inspired people through imagery and copy that evoked emotion and communicated the authentic personality of the destination and its key assets. 8 MARKETING HIGHLIGHTS Discover the beauty of road tripping through Tuolumne County – an easy getaway close to home with miles of fresh air, outdoor adventure and charming historic towns. From hiking and kayaking to strolling unique shops and local cuisine, there’s plenty to explore throughout the High Sierra, Gold Country and Yosemite when you’re ready. VisitTCToday.com/AdventureSportsNew for 2020/2021 Sustainability In January 2021 VTC created a fluid document that staff continues to expand upon to keep sustainability top of mind for everything from campaigns to social media. Sustainability and tourism are intertwined, and as a DMMO we take our role seriously in helping to ensure residents and visitors have a beautiful and resilient community and environment for generations to come. The plan is based on five pillars: 1. Protect the environment and cultural/historical resources, and regional identity 2. Protect and enhance resident quality of life 3. Foster a vibrant economy 4. Provide for an excellent visitor experience 5. Ensure enjoyment by future generations From in-office initiatives such as adding more plants, practicing proper recycling procedures, and sharing ongoing “Too Cool To Trash” ideals with visitors to bigger, more visible aspects like a billboard in Riverbank featuring “Leave No Trace” in Tuolumne County messaging, we are not only sharing the message but living by it. VTC partnered with the Pinecrest Expedition Academy to plant a new grove of giant sequoias in Kennedy Meadows this spring. Efforts extend across social media by sharing how to be responsible in nature and educating followers on the importance of preservation for local flora and fauna. It is also woven into the Wander Freely campaign with standards of dispersing crowds and encouraging visitors to adventure responsibly. VTC also participates in discussions for Tuolumne County’s Climate Action Plan and keeps in close contact with the Office of Emergency Services to ensure VTC’s messaging for a sustainable future and fire safety aligns with Tuolumne County Government. 9 MARKETING HIGHLIGHTS VisitTCToday.comNext >