2015 Tourism Marketing Plan

Kelly Rapone, Tourism Marketing Director Elissa Leuer, Tourism Sales & Marketing Manager

Genesee County Chamber of Commerce (TPA) * 210 East Main Street Batavia, NY 14020 * (585) 343-7440 * www.VisitGeneseeNY.com

Genesee County, NY Tourism Marketing Plan 2015 Introduction: The overall goal of the marketing plan is to continue the growth in direct visitor expenditures to Genesee County in 2015. The Tourism Promotion Agency will continue a positive approach in marketing and promoting Genesee County in 2015. Our goal is to establish Genesee County as a major player in tourism in pursuing the very competitive tourism dollar. We will use aggressive marketing and promotion, sound administrative management, and fiscal responsibility to attain our objectives in all market segments.

The Genesee County Tourism Promotion Agency’s mission statement: “Positively impact the economy of Genesee County by aggressively marketing all aspects of our local tourism assets & industry.” The programs outlined on the following pages detail our continuing and new program strategies and actions. Program adjustments are ongoing.

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Genesee County, NY Tourism Marketing Plan 2015 Market Segments: (Within a 6 hour drive or 1 hour flight.)                   

Individual leisure travelers Median-income families with children Theme park/water park enthusiasts Golfers Outdoor enthusiasts History, Heritage, Arts & Cultural travelers Foodies/Culinary Enthusiasts Gaming motivated travelers Sports teams/Tournaments Paranormal Enthusiasts Special interest Groups (SMERF – Social, Military, Educational, Religious, Fraternal) Visiting Families and Friends Regional Visitors Transient Travelers/NYS Thruway, major state routes Domestic Motor Coach Operators Canadian Motor Coach Operators UK and Germany Travel Trade Chinese Receptive Operators In-county visitors

Internal:   

Genesee County Tourism Industry: Accommodations, Attractions, Restaurants, Retailers Genesee County Clubs & Organizations & Event Coordinators Residents

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Genesee County, NY Tourism Marketing Plan 2015 Segment 1: Individual Travelers Rationale: A broad based approach to positioning Genesee County as an affordable, fun, and diverse destination that is easily accessible by car, or by air with major nearby airports. Proximity to nearby Regional Attractions is a prominent message. Key Programs:                      

Co-op advertising programs with interested tourism partners Develop and support existing overnight accommodations packages, tied to area attractions. (Getawaypackages.net) Maintain and continually enhance the VisitGeneseeNY.com web site Develop and effectively distribute the Genesee County Visitor Guide and additional special interest brochures Attend Consumer Travel shows in feeder markets Regional and cross regional tourism collaborations, advertising, sales missions, brochure, web Greater Niagara Region Culinary/Ag brochure/Country Byways Attraction Maps. Create special interest/niche collateral for special interest visitors (gardens, Agri-tourism, Barn Quilt, Dining Guide) Shared advertising with Wyoming, Orleans, Livingston Social media programs. Maintain up to date and accurate information on other industry sites (ILNY, Escape Maker) Maintain inquiry database, remarket to previous inquiries. Full brochure distribution program: key information centers, AAAs/CAA’s, NYS Thruway info centers, State-wide tourist points, 2 brochure distribution companies. AAA/CAA sales calls for destination training SEO Hotel Welcome Channel promotion. Attend state-wide media events and story pitches to media outlets Collaborative Marketing programs with in-county tourism partners. Distribute Events calendar, and maintain online events at www.GeneseeCalendar.com Advertising to support the County’s diverse tourism products. Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors

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Genesee County, NY Tourism Marketing Plan 2015 Segment 2: Median-income families with children, who may be accompanied by grandparents Segment 3: Theme Park/Waterpark enthusiasts Rationale: Genesee County is an affordable, and easy to get to family oriented destination rich with family-friendly tourism product. Additionally, with its central Western New York location, it is an easy day-trip to key regional, family- oriented attractions. Key messaging is New York’s Coaster Capital, home to the Largest Theme Park in NYS, as well as an ideal hub-and-spoke destination. Key Programs:                  

Develop and support existing overnight family-friendly accommodations packages, tied to area attractions. (Getawaypackages.net) Co-op advertising programs with interested tourism partners Maintain and continually enhance the VisitGeneseeNY.com web site Develop and effectively distribute the Genesee County Visitor Guide Attend Consumer Travel shows in feeder markets Greater Niagara Region Culinary/Ag brochure/Country Byways Attraction Maps. Shared advertising with Country Byways, other programs. Social media programs. Hotel Welcome Channel promotion. Full brochure distribution program: key information centers, AAAs/CAA’s, NYS Thruway info centers, State-wide tourist points, 2 brochure distribution companies. AAA/CAA sales calls for destination training Collaborative state-wide advertising buys Attend state-wide media events and story pitches to media outlets Collaborative Marketing programs with Darien Lake, Palm Island and other in-county tourism partners. Distribute Events calendar, and maintain online events at www.GeneseeCalendar.com Advertising to support the family-friendly products and opportunities. Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors

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Genesee County, NY Tourism Marketing Plan 2015 Segment 4: Golf Enthusiasts Rationale: Genesee County has multiple high quality golf courses that can accommodate both couples and large groups. The affordability of our golf in relation to courses in Southern Ontario and larger cities make us a destination for golfers. Our hotel base and number of dining establishments create the perfect environment for getaway packages. Lastly, booking the packages in-house at the Chamber provides customers one-stop shopping with a high level of customer service that builds a relationship that lasts for years. Key messages include: affordability, proximity, & convenience.

Key Programs:  Act as the booking agent for golf getaway packages  Attend multiple Golf Shows per Year to promote packages o Erie, Syracuse, Toronto , Niagara Falls  Rochester based collaboration with website exposure, brochure distribution, and leads  Brochure distribution at NYS Fair, local golf courses, and brochure racks across the county  Create welcome packets for golf customers and provide to hotels  Brochure mailing to past & potential customers  E-blasts to past & potential customers  Discounts & Deals program  Maintain up to date and accurate information on other industry sites (ILNY, Escape Maker)  Exposure through the Genesee County Visitor Guide and its distribution program  Marketing and promotion through the VisitGeneseeNY.com web site  Promotion through Social Media  Hotel Welcome Video promotion  TV Commercial  Collaborate with hotels and golf courses to offer complimentary packages for repeat group leaders  Utilize testimonials in marketing and promotion

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Genesee County, NY Tourism Marketing Plan 2015 Segment 5: Outdoor Enthusiasts Rationale: Genesee Count is home to NYS’s largest wildlife refuge, the State’s oldest County Forest, and the unique Bergen Swamp. Recreational opportunities exist for canoeing, kayaking, x-country skiing, sledding, snow-shoeing, birding, fishing and hunting. Additionally, PolarWave Snowtubing offers snow tubing. The Tonawanda Creek is a common fishing spot; The Oatka Creek is popular for fly-fishing along the Oatka Trail. Additional fishing is available at Dewitt Park, The Iroquois National Wildlife Refuge and the Oak Orchard State Wildlife Management Area. In 2015 we will work with Charter Captains along Lake Ontario to package their charter tours with Genesee County hotels. Additionally, we will promote and package tributary fishing opportunities in Orleans County, tied to overnight stays in Genesee County November through April. The Batavia Wastewater Treatment Plant is an unusual, but popular locale for birding, as is the Bergen Swamp and Iroquois National Wildlife Refuge. Genesee County is fortunate to have 8 area campgrounds that cater to outdoor enthusiasts. Proximity to Niagara Falls and Letchworth State Park are key messages, particularly to the UK/German International traveler. Genesee County’s Agri-tourism opportunities are abundant. Agritourism businesses in Genesee County are numerous. We have a healthy collection of Alpaca Farms (6 in all), who provide tours of their farms and Alpaca Fiber products for sale. Key Programs:                 

Develop and support existing overnight family-friendly accommodations packages, tied to area attractions. (Getawaypackages.net) Exposure through the Genesee County Visitor Guide and its distribution program. Marketing and promotion through the VisitGeneseeNY.com web site Promotion through Social Media Exposure through the printed calendar of Events and online at GeneseeCalendar.com Agritourism Brochure Maintain up to date and accurate information on other industry sites (ILNY, Escape Maker) Regional and cross regional tourism collaborations (Peace Garden Trail Brochure) Social media programs. Attend state-wide media events and story pitches to media outlets Advertising to support the outdoor/recreational tourism products and opportunities. (CONY – Campground Owners of New York). Attend Outdoor Interest Consumer Travel Shows (Hamburg RV Show, Toronto RV show,) Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors Public Relations contract with Greater Niagara Region – culinary/Ag focused. Package tributary and sport-fishing opportunities in Orleans County with Genesee County accommodations and meals. Market to UK/German Travelers 6

Genesee County, NY Tourism Marketing Plan 2015 Segment 6: History, Heritage, Arts & Cultural travelers Rationale: Genesee County has significant historical offerings, heritage product and a wealth of Arts & Cultural programming. Genealogical research is a common reason why people visit Genesee County. The Holland Land Office Museum, The County’s History Department, Historic LeRoy House, JELL-O Gallery, The Tonawanda Indian Reservation, and Stafford Museum offer historical exhibits as do smaller municipal historical societies. Civil War, Pioneer, Native American, early farming, and even JELL-O are popular historical themes for Genesee County. The Honorary International Peace Garden (Trail) and the LeRoy Barn Quilt Trail are heritage tourism products for Genesee County. Historical related events such as Cemetery Tours, Gas & Steam Engine Association, Antique Truck and Tractor show all have history and heritage appeal to visitors. Rolling Hills Asylum and its historical and paranormal offerings is another popular historic/cultural tourism asset. We often align our history/heritage with nearby regional attractions such as Lockport Locks and Erie Canal Cruises, The Medina Railroad, and points east, in an effort to extend visitor stays. Arts and cultural offerings are offered year-round in Genesee County. GO ART! Cultural Center and Genesee Center for the Arts (Roz Steiner Gallery/Stuart Steiner Theatre) are primary entities offering cultural programs. Harvester 56 Theatre, Genesee Symphony and Genesee Chorale, Batavia Players all offer cultural opportunities to visitors. Oatka School of Glass and Art Ah La Carte provide “hands on” programs and artisan workshops. Yorkshire Hall is now offering dinner theatre programs in the Pembroke area. Key Programs:                

Exposure through the Genesee County Visitor Guide and its distribution program. Marketing and promotion through the VisitGeneseeNY.com web site Maintain up to date and accurate information on other industry sites (ILNY, Escape Maker) Promotion through Social Media Exposure through the printed calendar of Events and online at GeneseeCalendar.com Co-op advertising programs with interested tourism partners (ie:JELL-O/LeRoy area billboard on NYS Thruway) Barn Quilt Trail Brochure, Agritourism Brochure, Haunted History Trail Regional collaborations (collateral: 5&20 mini-map, , Country Byways Attraction map) Attend state-wide media events and story pitches to media outlets Advertising to support this sector – Explore NY (WNY Events publication). Co-op marketing opportunities Marketing to domestic tour groups Public Relations contract with Greater Niagara Region – culinary/Ag focused. New GNR Culinary /Ag brochure to be released spring 2015 Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors 7

Genesee County, NY Tourism Marketing Plan 2015 Segment 7: Foodie/Culinary Enthusiasts Rationale: Genesee County’s agricultural base provides many opportunities for “foodies” to enjoy our culinary experiences. Culinary tourism is a growing niche market, and one that is an easy fit for Genesee County’s culinary tourism product. Green/Agritourism locations are plentiful in Genesee County. Our culinary treats, such as local sponge candy, to Kutter’s/Yancey’s Fancy Cheese products, to The Pok-A-Dot’s famous Beef on ‘Weck’ and it’s interesting poetry/purple bench twist are all reasons for visitors to come to Genesee County. Alex’s Place is known regionally, and is a People Choice best pick for their BBQ Ribs. The Red Osier Landmark Restaurant is equally famous for its prime rib. From classic diners like Sport of Kings, to the charming D&R Depot in LeRoy, to the scenic overlook at the Log Cabin Restaurant in Indian Falls – each of these unique restaurants draw from out of the area. The City of Batavia has over 60 restaurants alone, and the downtown area is beginning to see a concentration of dining options. With the NYS Thruway offering 3 exits into Genesee County, and major state highways intersecting the area, Genesee County is an ideal place for visitors to stop for a meal while passing through, or for regional visitors to daytrip here to enjoy our specialties. Key Programs:  Co-op advertising programs with interested tourism partners  Batavia and Genesee County Dining Guide – distributed primarily to hotel guests, and conference/special event attendees  Rts 5& 20 Food Finds (Local’s Favorite’s) Mini-Map.  Exposure through the Genesee County Visitor Guide and its distribution program.  Marketing and promotion through the VisitGeneseeNY.com web site and blog  Promotion through Social Media (Facebook/Foursquare, Yelp, Twitter)  Exposure through the printed calendar of Events and online at GeneseeCalendar.com  Agritourism brochure  Marketing to sports, special interest and domestic/international motor coach groups  Maintain up to date and accurate information on other industry sites (ILNY, Escape Maker)  Attend state-wide media events and story pitches to media outlets  Advertising and co-op advertising to support the culinary tourism product.  Public Relations contract with Greater Niagara Region – culinary/Ag focused.  New GNR Culinary /Ag brochure to be released spring 2015  Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations.  Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors 8

Genesee County, NY Tourism Marketing Plan 2015 Segment 8: Gaming Motivated Travelers Rationale: Batavia Downs Gaming offers year-round gaming product, located in the Batavia hotel district. The gaming, restaurants, bars, racing and entertainment options provide for a “nightlife” component to staying in Genesee County. Special interest/motor coach groups also enjoy casino action. Key Programs:             

Co-op advertising program with Batavia Downs, area hotels Promote existing overnight gaming packages (Getawaypackages.net) Exposure through the Genesee County Visitor Guide and its distribution program. Marketing and promotion through the VisitGeneseeNY.com web site Promotion through the Hotel Welcome Channel Promotion through Social Media Maintain up to date and accurate information on other industry sites (ILNY, Escape Maker) Exposure through the printed calendar of Events and online at GeneseeCalendar.com Marketing to sports, special interest and domestic/international motor coach groups Attend state-wide media events and story pitches to media outlets Advertising and co-op advertising to support the gaming tourism product. Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors

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Genesee County, NY Tourism Marketing Plan 2015 Segment 9: Sports Teams & Tournaments Rationale: With a diverse range of sports facilities and support from local communities, Genesee County is continuing to grow as a destination for large sporting events such as tournaments and clinics. Our central location, easy access, hotel base, and group friendly dining establishments also complement this mix. Facilities such as the Batavia Sports Park, which receive financial support from the Town of Batavia, serve as multi-sport complexes that bring in events during the shoulder tourism season. 2015 will be a pivotal year for the sports park, as it is evaluated for continued support by the Town, as well as venue management options. Key messages include location, facilities, hotel base, & dining establishments.

Key Programs:  Liaison between tournament/event coordinators and local businesses  Housing Program – coordinate rate requests, rebates, commissions when requested – current Travel Teams USA housing arrangement is being rejected by most local hotel operators.  Flyers/Co-op Advertising  Welcome booth in host hotel lobby  Welcome packets for teams  Discounts/deals programs  Exposure through the Genesee County Visitor Guide and its distribution program  Exposure through press releases  Marketing and promotion through the VisitGeneseeNY.com website  Promotion through Social Media  Promotion of events via Calendar – both online & print  Utilize testimonials in marketing and promotion  Sports Park tear off maps for teams/spectators  Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations.

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Genesee County, NY Tourism Marketing Plan 2015

Segment 10: Paranormal Enthusiasts Rationale: Given the growing popularity of all things paranormal in pop culture, Genesee County’s Rolling Hills Asylum as a haunted attraction provided an opportunity for our area to attract a new type of visitor – the ghost hunter and/or the paranormal curios. Rolling Hills Asylum has successfully operated as a ghost hunting location for several years and has a steady following throughout the paranormal community. Genesee County Tourism has taken lead in the development of a state-wide Haunted History Trail which bands together 22 additional state-wide counties who are also interested in pursuing this audience. The trail launched in September 2013 with 13 counties and to date has 22 counties committed for the 2015 program year. Paranormal enthusiasts travel yearround, in groups and with friends. They are interested in exploring more than just the haunted attraction that they came for.

Key Programs:  www.HauntedHistoryTrail.com  Facebook, Pinterest, YouTube, Instagram, Twitter  Escapemaker.com –Paranormal getaways section developed for NYS partners  Travel Media Association of Canada’s Annual Conference  ILNY Media and Travel Trade Events  Media outreach, story pitches  Group tour outreach  50,000 brochures  Direct mail, contests, sweeps  Regional packaging options  Grass-roots marketing by 22 participating counties  Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations.  Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors

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Genesee County, NY Tourism Marketing Plan 2015

Segment 11: Special Interest Groups (SMERF Market – Social, Military, Educational, Religious, Fraternal) Rationale: Genesee County’s location and small-town feel make it ideal for special interest groups. Well-kept roads; small, safe, welcoming communities; availability of hotels; and a variety of facilities all contribute to Genesee County as a destination for special interest gatherings. Additionally, our museums and other attractions offer visitors and affordable and unique experience. Key messages include location, proximity to regional attractions, facilities, hotel base, & dining establishments. Key Programs:                    

Liaison between event coordinators and local businesses Attend Syracuse Nationals show to promote our area & relevant events Recommendations & referrals Housing Program – coordinate rate requests, rebates, commissions Flyers/Co-op Advertising Welcome booth in host hotel lobby – possibly staffed Welcome/Information booth at event Welcome packets for event participants/attendees Discounts/deals programs Exposure through the Genesee County Visitor Guide and its distribution program Exposure through press releases Marketing and promotion through the VisitGeneseeNY.com website Event specific landing pages on VisitGeneseeNY.com website Promotion through Social Media Promotion of events via Calendar – both online & print Utilize testimonials in marketing and promotion Attend niche specific marketplaces when available (Going on Faith, Student Youth Travel) Membership with Industry Associations and maintain up-to-date information in online & print directories Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors 12

Genesee County, NY Tourism Marketing Plan 2015 Segment 12: Visiting Families and Friends Rationale: Encourage local residents to visit area attractions when hosting out of town family and friends. Key Programs:  Visitor Guide insertion into county-wide Penny Savers each spring  County-wide events calendar online and in print  Provide local tourism maps and brochures for incoming wedding guests and family reunions, gatherings  Visitor Information Center and Chamber office on Main Street for referrals & recommendations.  Social Media messaging - Facebook, Pinterest, Flikr, YouTube  Year-round home page banner on thedailynewsonline.com; sponsored posts, blog posts  Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations.  Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors

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Genesee County, NY Tourism Marketing Plan 2015

Segment 13: Regional Visitors Rationale: Niagara Falls is a top NYS destination for domestic and international travelers. Encourage travelers to hub & spoke from Genesee County – to stay in an attractive and affordable community that is not far from the famous falls. Encourage the extended stay for more things to see & do while visiting the falls region. Programming also slants toward attracting those visiting nearby Finger Lakes Region. Key Programs:                  

Develop and support existing overnight accommodations packages, tied to area attractions. (Getawaypackages.net) Maintain and continually enhance the VisitGeneseeNY.com web site Develop and effectively distribute the Genesee County Visitor Guide Attend Consumer Travel shows in feeder markets Regional and cross regional tourism collaborations, advertising, sales missions, brochure, web Create special interest/niche collateral for special interest visitors (gardens, Agri-tourism, Barn Quilt, Dining Guide) Social Media messaging Maintain inquiry database, remarket to previous inquiries. Full brochure distribution program: key information centers, AAAs/CAA’s, NYS Thruway info centers, State-wide tourist points, 2 brochure distribution companies. AAA/CAAA sales calls for destination training Collaborative state-wide advertising buys Hotel Welcome Channel promotion. Attend state-wide media events and story pitches to media outlets Collaborative Marketing programs with in-county tourism partners. Distribute Events calendar, and maintain online events at www.GeneseeCalendar.com Advertising to support the County’s diverse tourism products. Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations. Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors 14

Genesee County, NY Tourism Marketing Plan 2015 Segment 14: Transient Travelers Rationale: Genesee County is fortunate to have 3 exits off of the NYS Thruway, as well as many major state routes crossing through, all of which bring visitors through the County. Our hotel base and area restaurants offer convenient and quick, “easy on/easy off “ to travelers passing through who are in need of fuel, rest, or food. Key Programs:      

Brochure distribution program along the NYS Thruway and key information centers across NYS. Brochure distribution at key AAA/CAA offices AAA and CAA office training visits/FAM tours Regional collaborations – Greater Niagara, Country Byways, 5&20 Billboard co-op with LeRoy area tourism businesses –NYS Thruway. Billboard partnership with Batavia Downs – NYS Thruway.

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Genesee County, NY Tourism Marketing Plan 2015 Segment 15: Domestic Motor Coach Operators Rationale: Genesee County is an affordable and easy-to-get-to group destination rich with a diverse range of group-friendly tourism products. Additionally, our central Western New York location makes for easy daytrips to key regional, group-oriented attractions. Key messaging is accessibility, affordable hotels, large dining selection, unique attractions, as well as an ideal hub-and-spoke destination. Key Programs:  Attend Motor Coach Shows to promote county tourism assets o American Bus Association/ Student Youth Travel Association  Tour Planner Collateral  Hotel Rate & Group Policy Profile Sheet  Itinerary Planning and Liaison between tour operators and local businesses  Regional Collaborations  Distribution of 5 county & 4 county attractions brochures in hotel racks and across the state  Recommendations & referrals  E-newsletter for regional operators & group leaders  Pass qualified leads to local constituents/attractions  Mailing to qualified leads  Membership with Motor Coach Associations and maintain up-to-date information in online & print directories  Advertise where appropriate in trade publications  Encourage travel writers to write editorials on unique attractions and ideal location  Dining Guide  Profile Sheets  Group Tour Video  FAM Tours/Individual Site Visits  Billboard advertising/co-ops  Exposure through the Genesee County Visitor Guide and its distribution program  Marketing and promotion through the VisitGeneseeNY.com and FunGroupTours.com websites  Shared, 4-county Group Tour Sales Independent Contractor contract.

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Genesee County, NY Tourism Marketing Plan 2015 Segment 16: Canadian Motor Coach Operators Rationale: Genesee County is an affordable and easy-to-get-to group destination rich with a diverse range of group-friendly tourism products. Additionally, our central Western New York location makes for easy daytrips to key regional, group-oriented attractions. Key messaging is proximity, accessibility, affordable hotels, large dining selection, unique attractions, as well as an ideal hub-and-spoke destination.

Key Programs:  Attend Motor Coach Shows to promote region o OMCA o Ontario Sales Mission  Tour Planner Collateral  Hotel Rate & Group Policy Profile Sheet  Itinerary Planning and Liaison between tour operators and local businesses  Regional Collaborations  Distribution of 5 county & 3 county attractions brochures  Recommendations & referrals  E-newsletter for regional operators & group leaders  Pass qualified leads to local constituents/attractions  Membership with Motor Coach Associations and maintain up-to-date information in online & print directories  Dining Guide, Profile Sheets  FAM Tours/Individual Site Visits  Billboard advertising/co-ops  Advertise where appropriate in trade publications  Encourage travel writers to write editorials on unique attractions and ideal location  Exposure through the Genesee County Visitor Guide and its distribution program  Marketing and promotion through the VisitGeneseeNY.com and FunGroupTours.com websites  Shared, 4-county Group Tour Sales Independent Contractor contract.

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Genesee County, NY Tourism Marketing Plan 2015 Segment 17: UK and German Trade/Travel Rationale: A multi-county outreach to this market segment in program participation with I Love NY Team. Regional outdoor assets such as Letchworth State Park, Niagara Falls, and the Finger Lakes Region are conveyed in messaging. UK and Germany are in top 5 visiting New York State. Key messaging is to explore America’s countryside, communities and natural attractions – beyond NYC. Key Programs:  Participate on a regional level in sales and marketing initiatives lead by NYS Division of Tourism  Participate in state-wide media events and story pitches to media outlets for this audience.  Participate in the Buffalo sponsored NYC Receptive Marketplace  Follow up on sales leads delivered by NYS Division of Tourism at International POW WOW. World Travel Mart and ITB Travel Trade Show.  Develop relationships with receptive operators, market to these contacts.  Work with area hotels to implement FIT rates and determine room nights taken by this audience.

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Genesee County, NY Tourism Marketing Plan 2015 Segment 18: Chinese Travelers/Receptive Operators Rationale: According to a Brand USA, New York State is one of the top desired states for Chinese travelers to visit, and more than half of those who do visit plan 7-13 night stays while vacationing in New York. In an effort to access this high growth market, I LOVE NEW YORK established a China office in 2014, and representatives from the program’s Global Tourism Initiative participated in the Governor’s tourism summit. The program’s representatives in China are located in four cities: Beijing, Shanghai, Guangahou and Chengdu. Together, the offices reach trade, media and consumers in over 20 other cities, help create awareness to consumers and travel trade abroad, and generate excitement about the best that New York State has to offer. This segment of travelers is highly represented traveling through Genesee County on Rt. 63, to 5, to 98 en route from NYC to Niagara Falls. The Chinese traveler is fiercely interested in all things “American” culture. They prefer short visits to locations and “just the highlights” and then are on to the next. Key Programs:  Participate on a regional level in sales and marketing initiatives lead by NYS Division of Tourism  Participate in state-wide media events and story pitches to media outlets for this audience.  Participate in the Buffalo sponsored NYC Receptive Marketplace  Follow up on sales leads delivered by NYS Division of Tourism at International POW WOW. World Travel Mart, and ITB Travel Trade Show.  Develop relationships with receptive operators, market to these contacts.  Work with area hotels to determine room nights taken by this audience.  Educate the local tourism industry on the nuances associated with this market segment.

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Genesee County, NY Tourism Marketing Plan 2015 Segment 19: In-county Visitors Rationale: Develop marketing to speak to those visitors who are already in Genesee County, in an effort to “move them around the county”, or encourage return visitation. Special interest groups, sports teams, business travelers, and Darien Lake visitors are often unaware of what else there is to see and do while they are here. Key Programs:  Brochure distribution program in hotel and key attractions, restaurants brochure racks  Update and distribute printed Calendar of Events to accommodations guests  Hotel Welcome Channel airing in 5 area hotels, with a goal of having all hotels airing our Welcome to Genesee County Video in guest rooms.  In-room Hotel Channel tent cards placed in all guest rooms of participating hotels.  Visitor information center services.  Map pads placed at area hotels, gas stations, restaurants and key visitor locations.  Social Media  Make available various special interest brochures – Dining Guide, Agritourism Brochure, Barn Quilt Trail, Peace Garden Trail, Golf brochure to all incoming groups as requested.  Launch new Tourism Blends custom mobile App featuring Genesee County Attractions, restaurants, retailers and accommodations.  Develop 2015 Discounts/Deals coupon program for all Genesee County Visitors

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Genesee County, NY Tourism Marketing Plan 2015 Segment 20: Genesee County Tourism Industry Rationale: As the official Tourism Promotion Agency of Genesee County, the Chamber of Commerce is tasked by the Legislature with promoting the County’s tourism assets. It is vital to maintain a strong relationship with our local tourism businesses and organizations. Our marketing expertise combined with our County’s unique assets, help to establish us as a tourism destination. Outreach and consistent communication are key aspects of our program for this internal segment. All tourism related organizations are promoted, however, Chamber member receive priority. Key Programs:  Develop and support existing overnight accommodations packages o Batavia Downs Stay & Play o Darien Lake Packages o Palm Island Package  Develop and support advertising collaboration and co-op programs  Promotion & features (staff picks, blog posts) on the VisitGeneseeNY.com web site  Promotion & features in the Genesee County Visitor Guide and other collateral  Promotion on social media sites  Promotion at travel shows  Promotion in TV ads  Customer recommendations & referrals  Communication through industry meetings  Communication through e-blasts & newsletters  Training opportunities & pilot programs  Complimentary marketing consulting  Promotion and networking events

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Genesee County, NY Tourism Marketing Plan 2015 Segment 21: Genesee County Clubs/Organizations & Event Coordinators Rationale: As the official Tourism Promotion Agency of Genesee County, the Chamber of Commerce is tasked by the Legislature with promoting the County’s tourism assets and events. It is vital to maintain a strong relationship with our local organizations and clubs who may plan large events which attract out of county attendees. Outreach and consistent communication are key aspects of our program for this internal segment. All tourism related organizations are promoted, however, Chamber member receive priority.

Key Programs:            

Liaison between event coordinators, organizations, and local businesses Recommendations & referrals Flyers/Co-op Advertising Welcome/Information booth at event Welcome packets/collateral for event participants/attendees Gift baskets/Giveaway Items for Raffles & Promos Exposure through press releases Marketing and promotion through the VisitGeneseeNY.com website Promotion through Social Media Promotion of events via Calendar – both online & print Complimentary marketing consulting Participation in Leadership Genesee program (Tourism Day)

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Genesee County, NY Tourism Marketing Plan 2015

Segment 22: Genesee County Residents Rationale: As the Genesee County Chamber of Commerce we have a responsibility to assist local community members and maintain existing relationships. The major role is to act as a community resource for residents. Locals do make up a small percentage of patrons to our accommodation, attraction, and dining establishments. Maintaining a positive image in the community is vital to demonstrating our worth and expertise to supporting the county’s second largest industry. Key Programs:         

Community resource for information Referrals/recommendations In-house brochures Visitor Information Booth Promotion of events via Calendar – both online & print Information resource via VisitGeneseeNY.com website Information/news resource via social media Community Events Intern opportunities

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