< PreviousTuolumne County Art Week Tuolumne County Art Week, an inaugural celebration of arts of all kinds and the creativity that is deeply rooted in Tuolumne County kicked off in April 2021, coinciding with California’s Arts, Culture, & Creativity Month and took place during the week of April 10th–18th. Local artists, art-related organizations and businesses that promote the arts were invited to participate in the promotional campaign. Throughout the week, there were specials, deals, activities, demonstrations, and more offered by local artists, art shops and galleries which VTC promoted on the website and on social media. VTC consulted with Tuolumne County Arts and VTC Board Member, Judy Grossman to get the event off the ground. We look forward to offering this event in 2022 with the anticipation for greater participation during a non-pandemic time. Wander Locally As California and Tuolumne County went into more restrictive levels of operations and eventually lockdown in the fall, VTC shifted the Wander Freely campaign to Wander Locally through the holiday season and into January. The goal of the Wander Locally campaign was to encourage local residents to support local businesses. This campaign included geo- fenced advertising promoting shopping small and shopping at local businesses, ordering take-out and delivery from restaurants, and booking staycations (while lodging was open). VTC presented weekly local gift card giveaways on social media where gift certificates were purchased by VTC and awarded to only local winners from October 22nd—January 5th. In December alone, VTC’s organic social media posts featured 37 businesses in Tuolumne County encouraging local support. We encouraged residents to use the #WanderLocally hashtag throughout this time. 10 MARKETING HIGHLIGHTSTrail Heads Program According to research conducted on behalf of VTC by SMG Consulting, hiking is the number one outdoor activity in Tuolumne County! Designed to help people enjoy the outdoors, the Trail Heads program positions Visit Tuolumne County as a resource for hikers, bikers and all trail enthusiasts. This idea brings in a stronger sense of community and creates brand loyalty for visitors, encouraging repeat visits. Sustainability messaging is also woven in encouraging people to stay on trails and leave no trace. The program consists of three parts: • Collateral – there are hundreds of trails, so to make the selection not so overwhelming, a one-sheet digital flyer was developed that highlighted 12 trails, utilizing icons to help identify the type of activities the trails allow (hiking, biking, equestrian). This also works as an optional lead capture tool allowing VTC to obtain contact information of interested people who want to download the piece, further segmenting the organic database and increasing the number of contacts. It is also available to all VTC members to share. • Landing Page – integrates the All Trails platform into the landing page to provide that interactive experience. Contact forms are included so people can show “proof” of their trail completion in order to receive a virtual badge. • Badges – As people complete trails and complete the form on the landing page, they are emailed the corresponding badge, encouraging them to plan their next trip and trail experience. VTC also encourages trail users to share on social media, tag Visit Tuolumne County and use the VTC Facebook profile image frames developed for the Trail Heads program. GROVELAND SONORA TWAIN HARTE COLUMBIA JAMESTOWN YOSEMITE VALLEY Pinecrest Yosemite National Park Emigrant Wild ns Area Stanislaus National Fort TUOLUMNE MEADOWS DRAGOON GULCH Length: 3.1 miles Difficulty: Easy - Strenuous Route Type: Loop Stroll through the Mother Lode’s oak woodlands along beautifully shaded trails with stunning panoramas of downtown Sonora and its surrounding mountain ranges. RED HILLS RECREATION MANAGEMENT AREA Length: Varies Difficulty: Easy - Moderate Route Type: Loop Several trails feature wildlife, serpentine formations, a wide variety of plants and gorgeous spring wildflowers. You can even spot bald eagles in the winter. FERRETTI RD TRAIL NETWORK Length: 5.6 miles Difficulty: Moderate Route Type: Loop Trail network includes a 1.3 mile bike-only loop with optional features and views into Yosemite and the Tuolumne River Canyon. COLUMBIA COLLEGE FITNESS TRAIL Length: 1.6 miles Difficulty: Easy Route Type: Loop Enjoy an invigorating hike around Columbia College with workout stations and pond views. WEST SIDE RAILROAD TRAIL Length: 10 miles Difficulty: Moderate Route Type: Out & Back Once a railroad grade used for logging, this trail winds around the mountainside with wildflowers, butterflies and picturesque Tuolumne River landscapes. SUGAR PINE TRAIL Length: 4.7 miles Difficulty: Moderate Route Type: Out & Back The year-round trail is a family and dog friendly option primarily used for hiking, walking and running. The trail offers water features, a wide gravel path plus surrounding trees which provide plenty of shade. PINECREST LAKE LOOP TRAIL Length: 3.9 miles Difficulty: Moderate Route Type: Loop The popular trail loops the entirety of Pinecrest Lake and crosses the Stanislaus River and the dam. CARLON FALLS Length: 3.8 miles Difficulty: Moderate Route Type: Out & Back Hike into Yosemite Wilderness along the clear Tuolumne River to beautiful falls. The trail head is located outside the park, and park fees are not required. WAPAMA FALLS/RANCHERIA FALLS YOSEMITE’S HETCH HETCHY ENTRANCE Length: 5 miles/13.4 miles Difficulty: Moderate - Strenuous Route Type: Out & Back One of the more popular trails in Yosemite leads to some of the park’s tallest waterfalls. The 5-mile portion provides spectacular sights of Tueeulala and Wapama Falls, while the longer 13.4 mile hike also includes Rancheria Falls and stunning valley scenery. LITTLE GOLDEN FOREST TRAIL Length: 2 miles Difficulty: Easy Route Type: Loop Co-sponsored by Little Golden Children’s Books and the National Arbor Day Foundation, this family-friendly trail takes you into Stanislaus National Forest. RELIEF RESERVOIR Length: 6.1 miles Difficulty: Moderate Route Type: Out & Back A great hike for beginning backpackers, this trail includes Kennedy Meadows and the Relief Reservoir with amazing mountain and lake scenery. PACIFIC CREST TRAIL Length: 12.1 miles (segment) Difficulty: Moderate Route Type: Out & Back This National Scenic Trail is a treasured pathway stretching from the Mexican border in Southern CA all the way up to the Canadian border in WA. This Tuolumne Meadows to Glen Aulin High Sierra Camp portion travels through Yosemite and includes a granite beach, waterfalls and beautiful wooded areas. Outdoor enthusiasts of all kinds love Tuolumne County and it’s easy to see why. There’s much to enjoy here and literally hundreds of trails to choose from. This top 12 list will guide you to beautiful locations. Please be sure to recreate responsibly, stay on the trail, be wildlife aware, pack out what you pack in and leave no trace so others can enjoy it too. For more information on these trails and others available, visit HIKEBIKEHORSEBACKDOG-FRIENDLY TUOLUMNE COUNTY’S BEST TRAILS 1 2 3 4 5 6 7 8 9 10 11 12 12 9 8 10 3 2 5 6 4 1 7 11 VisitTCToday.com/TrailHeads. 11 MARKETING HIGHLIGHTS12 Podcast In May of 2021 VTC launched a Follow Me in Tuolumne podcast. The aim is to give listeners an in-depth look into the people who make Tuolumne County our favorite place. While podcasting has lower audience levels than traditional platforms, they are some of the most engaged as they are willing to spend 20–30 minutes listening. The demographic of VTC’s listeners is largely male, which is unique as most social media and digital content skews female. To-date there are two episodes with monthly ones scheduled. We are excited to interview more unique members of the community. MARKETING HIGHLIGHTSMarketing Programs VTC’s destination marketing strategy is one rooted in amplifying its brand — Visit Tuolumne County: Yosemite, Gold Country and High Sierra — throughout California, the United States and in international markets. The marketing efforts stretch over strategic partnerships with consistent messaging over multi-channel platforms, including print advertising in key travel- related magazines and newspapers sections, digital advertising in targeted markets, social media, promotions on radio, television and more. VTC Annual Vacation Planner The 2021 Tuolumne County Inspiration Travel Guide (formerly known as the Tuolumne County Vacation Planner) was reduced in page count and in physical printed copies. •Printed 50,000 copies: -Distribution in Bay Area: 30,000 at BART stations, Peet’s Coffee houses, Whole Foods stores and other highly trafficked locations. -5,000 to California Welcome Centers at Pier 39 in San Francisco, San Jose and Oakland International Airports. -5,000 to National Park Trips Media for distribution in their Yosemite information fulfillment package. -10,000 distributed at travel and trade shows, in visitor center and to VTC members for distribution, plus fulfillment to leads generated by publications in which we advertise. •An additional 10,000 copies were ordered in June for distribution and lead fulfillment. •Digital version available online. The DMO Visitor Guide Readership and Conversion Study, in which Visit Tuolumne County was a participant, just concluded with preliminary results showing that visitors guides remain relevant to those researching destinations and planning trips. In general, attractions, maps, and travel tips are at the top of the list when it comes to content sought by readers. The full report with Visit Tuolumne County’s specific data will be available in Fall 2021. 13 MARKETING PROGRAMSWebsite Many of VTC’s marketing initiatives are built to drive potential visitors to the VTC website where they will be inspired to take a trip to Tuolumne County, find things to do, and find and book places to stay. Prior to the pandemic, website traffic continued to grow year over year. Although the beginning of the 2020–2021 year was off to a slow start, website traffic as of June 30th was pacing 58% higher than in 2019. Website Traffic Comparison: 2019, 2020, 2021 Calendar Years (# of Sessions) Top 10 State Origins for Web Users 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Jan.Feb.MarchAprilMayJuneJulyAug.Sept.Oct.Nov.Dec. 202120202019 California: 153,167 Texas: 2,329 Washington: 2,221 Virginia: 2,176 Nevada: 1,912 Florida: 1,743 Oregon: 1,704 Undetermined: 1,636 New York: 1,489 Arizona: 1,389 Kansas: 1,202 14 MARKETING PROGRAMSTop 6 International Origins For Web Users China: 2,031 India: 1,578 Undetermined 1,269 United Kingdom: 857 Canada: 849 Germany: 487 Mexico: 488 More Notables In 2020/2021 VTC partners had over 89,000 pageviews on the VTC site and over 20,000 referrals to their own sites. Visitor Guide Requests: Change 2020/2021 compared to 2018/2019 Fiscal Year • Visitor Guide requests increased 85% • Online Visitor Guide views increased 8% Top 5 states for requests pre COVID-19 in 2020/2021 (VTC website): 1. California 2. Arizona 3. Texas / Illinois (Tied) 4. Florida Top 5 states for requests post COVID-19 (VTC website): 1. California 2. Michigan 3. Texas 4. Florida / Arizona (Tied) 15 MARKETING PROGRAMSBooking Referral Platform The booking referral platform through JackRabbit/Simpleview is a segment of the VTC website that allows visitors to find lodging based on dates, towns and areas. The booking is completed through the lodging properties own booking software and is truly a book direct option for visitors. VTC continues to incur the entire cost of this platform as a benefit to its lodging members. • Generated 11,673 referrals to Tuolumne County lodging properties • Estimated bookings: 366 • Estimated booking revenue: $104,659 • Estimated ROI: 1,800% Consumer Emails Organic emails came to a halt in 2020 and distribution resumed in December 2020. Seven monthly consumer emails were sent December 2020 through June 2021 with a 20.3% average open rate. Through the paid media campaign, two emails were sent out during open travel periods. Both emails performed well and met the industry benchmark of 2–2.5% clicks. • October 2020 Email -Audience Size: 28,333 -Views: 3,970 -View %: 14.01% -Clicks: 675 -Clicks %: 2.38% -Click to View %: 17% • March 2021 Email -Audience Size: 28,334 -Views: 4,127 -View %: 14.57% -Clicks: 803 -Clicks %: 2.83% -Click to View %: 19.46% 16 MARKETING PROGRAMSContinued Advertising Partnerships California Visitors Guide (the official California Visitors Guide produced by Visit California) • Full-page co-op print ad with partners OARS and Rush Creek and Evergreen Lodges • Cooperative ad with Gold Country Visitors Association • Generated 1,967 vacation planner requests/leads Yosemite Journal • Full-page ad in annual print publication (Circulation 100,000) • Multiple Tuolumne County inclusive articles in the publication • Dedicated Facebook posts • Digital ads on MyYosemitePark.com and in e-newsletters • California Road Trip Giveaway included overnight stays provided by the Sonora Inn, Rush Creek Lodge and McCaffrey House B&B -Dedicated email on behalf of Yosemite Journal to giveaway entry leads (8,316) -Giveaway Promotional Facebook posts (3) generated: -82,191 impressions -2,079 engagements -4,412 link clicks • Program generated 4,000+ leads for VTC to add to direct email database Oh, Ranger! Yosemite National Park Guide (Circulation 290,000, readers: 1.1 million) • Half-page print ad Advertising in Periodicals and Other Internet Publications Where Traveler San Francisco • 3x – 1/3 page print Premium Square print ads Adventure Sports Journal • 5x – Full-page ads (Circulation 45,000 per issue) • Co-op ads featuring 10 VTC members California Road Trips • Stand alone and inserted into July editions of Better Homes and Gardens, Travel+Leisure and Parents magazines. • Full-page print ad (Circulation 1,000,000) • 620k digital media impressions Business View Magazine • Columbia Airport Feature ¼ page ad (readers: 840,000) 17 MARKETING PROGRAMSRegional Advertising • Explore Sonora Magazine • Discover Highway 120 Magazine • MyMotherLode.com • Union Democrat “Thank You Frontline Heroes” special publication • Tuolumne County Transit bus back wrap Television • KRON4 -8x :60-sec segments -25x :15-sec promos -250k digital impressions on kron4.com -2x social tags on Facebook -1x dedicated paragraph in station newsletter • KXTV -90x :15-sec spots -19x :30-sec spots -Sponsorship on Bartell’s Backroads 1x/week Radio • KOIT-FM -47x :30-sec spots -Added Value – 25% in bonus spots • KFBK-AM -107x :30-sec spots -Added Value – 20 bonus spots, matched streaming schedule Travel Show Presence In the past members of VTC attended Travel and Adventure Shows in the Bay Area and Los Angeles which allows VTC to go straight to potential visitors in drive markets and connect with them one-on-one to provide personalized trip ideas. VTC was also able to talk with past visitors, hear their stories and spark a desire to visit Tuolumne County again. With the in-person spring shows postponed until October 2021, this past year VTC partnered with the Gold Country Visitors Association to attend two virtual Travel and Adventure Shows, where we were able to chat and video chat with show attendees. 18 MARKETING PROGRAMSSocial Media Overall, the goal of social media this year was to create an engaged audience who would feel safe and excited about visiting Tuolumne County through authentic content, while fostering local pride and support of local businesses. VTC started the fiscal year focusing on travel inspiration but with an emphasis on planning trips for later. As California and Tuolumne County began to reopen, VTC transitioned messaging to encourage visits as locals and visitors felt safe to do so. The primary highlights on social media were an extension of VTC’s overall goals and campaigns. Social posts featured wide open outdoor spaces, people and groups in limited numbers, and showcased the stories and people behind the businesses of Tuolumne County. Other focuses were sharing more diverse and inclusive photos, sharing educational pieces on local flora, fauna, and wildlife to help followers gain a greater appreciation for protecting, and preserving Tuolumne County’s environment, promoting fire safety, and sharing hidden gems to help disperse crowds. This year (September 2020–Present) VTC started releasing monthly social media insights to keep better track of the trends and changes across VTC’s social media channels and to share with partners. • Instagram: 11,942 -21% increase over 2020 • Facebook: 35,959 -109 follower increase from 2020 (this is not surprising as Facebook as a platform is not growing at the rate it did previous years) • Twitter: 1,656 • Pinterest: 355 • MeetMe Instagram: 1,186 • MeetMe Facebook: 527 • Restaurant Week Facebook: 598 • *New* TikTok: 77 Total Social Media Followers: 52,300 Over 2.3 million organic impressions (Sept 2020—June 2021) across all platforms. 19 MARKETING PROGRAMSNext >