Annual Report 2009-2010

Annual Report
2009-2010
Proud to be Part of Visit Lake Norman
Randy Marion, Chairman
Last year, domestic visitors in North Carolina spent over $15.6 Billion across the state. Those expenditures
directly supported 182,900 jobs for NC residents, and indirectly supported millions of jobs at businesses
sustained by visitor patronage. State and local tax revenues from visitor spending in Mecklenburg County
alone saved every household in our county $304.*
Visit Lake Norman was responsible for bringing $48.3 Million of those dollars to our region, generating millions
in tax dollars for our towns of Cornelius, Davidson, and Huntersville. As a matter of fact, Visit Lake Norman was
able to increase visitor spending in our area this past year, despite a challenging economy.
As a local business owner, I am proud to be part of an organization that could increase its return on investment
during a time that many other companies were going under. I encourage you to read through this report to
find out how Visit Lake Norman not only positively affects the dollars in each of our pockets, but also improves
the quality of life in our towns.
My Best,
Randy
Sally Ashworth, Executive Director
At Visit Lake Norman, we are100% dedicated to bringing visitors into Cornelius, Davidson, and Huntersville that
spend money in our hotels, restaurants, attractions, and retail.
We achieve our goal by seeking out and bringing in national and regional events with a 75% or higher return
on overnight accommodations. We also help support the promotion and development of our existing assets
and by leveraging our combined resources we ensure our visitors the most enjoyable experience possible while
in our fantastic destination, and hope that they will visit often.
Like Chairman Marion, I encourage you to read through this report of our last year’s accomplishments to see
how our achievements not only enhance our local economies, but enrich people’s lives.
Warm Regards,
* Statistics from the NC Department of Commerce
Board of Directors 2009-2010
Randy Marion, Chairman
Business Leader / Member at Large
Randy Marion Chevrolet/
Geo/Pontiac/Buick
Woody Washam, Vice Chairman
Business Leader / Member at Large
Community One Bank, N.A.
Joe Harwood, Community Affairs
Huntersville Attraction Representative
Duke Energy Carolina
Lynette Rinker
Mayor Pro-Tem, Town of Cornelius
John Woods
Mayor, Town of Davidson
Ron Julian
Commissioner, Town of Huntersville
Jeanna Hoffman
Cornelius Hotel Representative
Hampton Inn
Barbara McCall, Treasurer
Business Leader / Member at Large
Ladd, McCall & Associates
Cathy Bentz, Assistant Treasurer
Business Leader / Member at Large
Bentz & Associates, P.A.
Bill Russell
Lake Norman Chamber of Commerce
Tim Newman
Business Leader / Member at Large
Charlotte Regional Visitors Authority
John Kurti
Business Leader / Member at Large
K-Squared, Inc.
Boris Bunich
Davidson Hotel Representative
Homewood Suites
Vinay Patel
Staff
Sally Ashworth, CDME
Executive Director
ashworth@lakenorman.org
Amber MacIntyre
Office Manager
macintyre@lakenorman.org
Travis Dancy
Sports Marketing Manager
tdancy@lakenorman.org
Courtney Wolfrom
Marketing Manager
wolfrom@lakenorman.org
Cyndi Cearbaugh
Visitor Center & Marketing Coordinator
cearbaugh@lakenorman.org
Huntersville Hotel Representative
Courtyard & Residence Inn Marriotts
Chris “Sid” Sadlowski
Cornelius Attraction Representative
Michael Waltrip Racing
Cissi Lyles
Davidson Attraction Representative
Davidson College
L-R Cyndi Cearbaugh, Amber MacIntyre, Sally Ashworth,
Travis Dancy, Courtney Wolfrom Photo by Deborah Young Studio
“It’s not the magic that makes it work. It’s the way we work that makes it magic.” Lee Cockerell
TOURISM
is economic development
Every time a visitor spends money in our towns, counties, and state, they also pay sales tax, plus a combination
of other taxes. Those dollars do not come from us, the residents, yet the money contributes directly to our school
system, to help expand and maintain our roads, and to provide precious services like police, fire, and rescue.
Community growth is achieved by tourism dollars without residents having to pay a single extra penny.
Events recruited by VLN in 09-10
brought $11,978,300.00
in visitor spending.
A 59% increase from previous year!
Visit Lake Norman Events by Type
$6.5 M
$1.98 M $1.2 M $1.4 M $370 K $202 K $196 K $ 78 K $ 75 K Baseball/Softball Tournaments
Fishing Tournaments
Swimming/Diving Events
Soccer Tournaments
Basketball Tournaments
Groups (Motorcoach, Reunions,
Weddings, Corporate)
Endurance Sports (Triathlons,
Marathon, Running)
Special Events & Festivals
Wrestling Tournaments
“I must admit to having some trepidation leading an organization
in a year when the travel and tourism industry was facing such
challenges with our economy. However, I cannot think of a better
time to lead an organization like this.
I have always been one to believe it is in the most challenging times,
with our backs to the wall, we achieve our very best.”
Sally Ashworth, Executive Director
Return on Investment:
$24.26 was generated back to our local
economy for every $1 Visit Lake Norman was
funded. We increased our ROI by 63% over last
fiscal year...despite a challenging economy
Between July 2009 and June 2010
Visit Lake Norman’s efforts generated
$48.3 Million in visitor spending.
FASTfacts
Domestic visitors to and within NC spent $15.6 Billion in 2009
Tourism directly employs 190,500 North Carolinians and
supports an additional 378,000 jobs
Visitor spending in Mecklenburg County saved every household
in Cornelius, Davidson, and Huntersville $304 in taxes last year
Tax dollars generated by visitor spending help expand our
schools, roads, police and fire stations
A surplus of $1.4 Billion in state and local taxes is generated
annually by visitor spending in NC and Mecklenburg County
is ranked #1 in dollars spent
Without the visitor spending brought in by Visit Lake Norman,
every household in Cornelius, Davidson, and Huntersville would
have paid an additional $304 in taxes last year.
Did You Know???
If Visit Lake Norman calculated it’s success like a
publicly traded company, we would have
generated a net profit of $47.8 Million...
That is a profit 97 times more than our expenses.
Wouldn’t those stockholders be happy?
Our Marketing & Media
◊ 25 press releases generated 175+ articles
reaching 13 Million people
◊ Secured spots on:
Fox TV News
NC Weekend Television Show
NC Spin Television Show
Tarheel Traveler Television Show
Trip Magazine (Where Traveler)
WSOC News
WBTV News
◊ Hosted LKN Savings MI Connection
television show in Visitor Center
Social Media:
Facebook
Twitter
Linked In
You Tube
Collateral
Produced:
Dining Guide
Hotel Guide
Tour Card
Pitch Sheet
Annual Report
Online Visitor’s Guide
Sports Facility Guide
VIP Cards
Visitor Assistance:
◊ 57,013 inquries filled
◊ 6022 walk-in visitors assisted
◊ 26 event and trade show booth
presences plus information also
disseminated through NC Welcome
Centers, various CVB & NC Visitors
Centers, NC Road Trips Mall Kiosks,
and Hotels
Advertising:
16.7 Million people reached through print advertising.
Outlets include: Charlotte Motor Speedway, Visit NC,
Charlotte's Got a Lot, Pure Carolina Trails, Great Lake Living,
MI Connection, The Herald Weekly, Lake Norman Citizen,
Charlotte Observer, American Bus Association, NC Wine
Press, plus numerous listings
Motorcoach: Nominations of area events for the American Bus Association’s Top 100 Events in North America resulted
in Carolina Renaissance Festival being selected for the coveted list.
Partnerships:
CHECK OUT THAT
WEBSITE!
616,793 Unique Visitors
957,104 Page Views
2,428,039 Hits
The number of people
that visited our website
last year could fill the
Panthers stadium
7 1/2 TIMES!!!
www.visitlakenorman.org
Media Efforts:
Our Partnerships & Community Efforts
Mecklenburg County Park & Rec, Town of Cornelius PARC, Town of Davidson Parks & Rec, Town of Huntersville Parks
& Rec, Downtown Davidson, Destination Roundtable, Hotel Power Hours, Lake Norman Chamber of Commerce, Boy
Scouts of America, Big Day at the Lake, Lake Norman Wine Festival, Asian & Dragon Boat Festival, FLW Outdoors,
Carolina Renaissance Festival, Rural Hill’s Amazing Maze & Scottish Festival, Michael Waltrip Racing, Homearama 2010,
April is for Arts, State Games of NC, North Meck Soccer Club, Visit Charlotte, Cabarrus County CVB, Mooresville CVB,
American Bus Association, DMAI, NCTIA, DMANC, NASC, NCSA, CPCC, Davidson College, Lake Norman Soccer Club,
Nations Baseball, National Softball Association, LKN Fun, LKN Savings, Our Town Cinemas, LN Comedy Zone
Helped Raise Donations for:
Big Brothers Big Sisters-Big Day at the Lake
Boy Scouts of America
Carolina Raptor Center
Cornelius Animal Shelter
North Meck Senior Center
The Bin
Local Business Support: We make an effort to utlilize our local businesses for our needs. Thank you to AlphaGraphics, Armin’s Catering, Artisan Graphics, Aquesta Bank,
Barbara Sabo, Carney Insurance, Community One Bank, Customer One Solutions, Davidson Chocolate Co., Deborah Young Studio, Galway Hooker, Jason’s Deli, Lake Printing & Design, LKN
Sails, LN Embroidery, LN Quick Print, LN Storage, McAlister’s Deli, Midtown Sundries, Much Ado Catering, North Harbor Club, People’s Bank, Ragin Uptown, Savannah Imagewear, Second
Nature Promotions, Security Plus, Tinsley & Terry, Verizon Wireless, and to the additional numerous restaurants and caterers in our three towns that have supported us this past year!
Our Awards
Our Ambassadors
One thing is for sure! We could not accomplish what we do without the assistance
and hard work of our Ambassadors and Interns. These dedicated folks help run
our Visitor Center, respond to inquiries, guide our walk-in and call-in visitors to
area hotels, dining, attractions, and retailers, plus assist
with numerous types of administrative tasks and events!
Ambassadors*
Midge Barna (8)
Kathy Bowman (6)
Donna Howell (5)
Kay Klein (5)
John McKay (5)
Charlotte Miller (5)
Charmaine d’Entremont (4)
Teri Friedlaender (4)
Wally Friedlaender (4)
Linda Gore (4)
Marcia Liedle (4)
Jean Misiukiewicz (4)
Lori Kasprzak (3)
Sue Winter-Hallman (2)
Judie Chowins (1)
Jon Colpitts (1)
Linda Combs (1)
Carolyn Fiddy (1)
Bobbi Greer (1)
David Howard (1)
Tammerica Lynn (1)
Kathy Ross (1)
Melissa Winter (1)
Interns
Will Dannelly
Chelsea Davis
Farley Fitzgerald
Kelsey George
*Number of years of service for ambassadors indicated in parenthesis
The Independent
Sector estimates
the dollar value
of volunteers
to be $20.85
an hour. Our 23
ambassadors
and 4 interns
contributed over
3,092 hours
from July 2009
to June 2010, a
cost savings of
$64,469.
$20.85 Value
x 3,092 Hours
= $ 64,469 saved
Staff and Ambassadors enjoy
a picnic and tour at the Beaver Dam House in Davidson.
Our Interns
In June 2010, Visit Lake Norman won 6 awards for marketing
efforts from the Destination Marketing Association of North
Carolina. Visit Lake Norman acheived more awards than any
other CVB present at the annual conference recognizing the
best in the industry!
Platinum Awards:
 Best Print Advertising Leisure Market:
“Even Our Fish Have Personality”
 Best Newsletter:
Monthly Event Calendar Communications
Gold Awards:
 Best Community Outreach:
Tourism is Economic Development - Why We Matter
 Best Marketing Initiative:
Website Banner Ads/Community Connections Broadcast
 Best Print Adverting – Group Market:
“A Niche for Every Itch” for American Bus Association
Campaign
Innovation Award:
 Dine Out For Scouts Restaurant/Non-Profit Partnership
Mission Statement
Visit Lake Norman is a non-profit organization dedicated to positively impacting our local and regional economies through tourism. We
are committed to generating economic benefits for our towns of Cornelius, Davidson, and Huntersville by bringing national and regional
events to the area and by marketing our destination to the broadest base of potential visitors possible.
Organization Vision
Visit Lake Norman is the destination marketing leader of the Lake Norman region, representing all communities through the promotion
and development of our resources for the maximum economic benefit of our towns, businesses, and residents.
19900 West Catawba Avenue
Cornelius, NC 28031
704-987-3300 / 800-305-2508
704-892-5313 Fax
Cornelius Davidson Huntersville
VisitLakeNorman.org
visitorcenter@lakenorman.org
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