Table of Contents - Pigeon Forge Business Statistics 2014 Review

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Page 1
Table of Contents
2 Letter
3 Annual Report
8 Advertising
13 Internet Communications
14 Publicity
15 Promotions
16 Research
17 Support Materials
18 Special Events
19 Community Relations
20 Group Sales
21 Welcome Center
22
Department of Tourism Staff/City Leaders
23 Contact List
24 Marketing Flow Chart
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This is the 2007 Annual Report for the Pigeon
Forge Department of Tourism. Inside you will find
revenue and visitation figures along with pertinent
information regarding the marketing of the City
of Pigeon Forge.
Annual Report
IN 2007
It is my pleasure once again to report to you that Pigeon Forge
had another record-setting in 2007! As always, we hit the
ground running with our busy Winterfest events in January
and February, setting the tone for the year. Springfest, Harvest
Festival and seasons in between once again provided our
visitors with a variety of things to do throughout the year.
There is increasing competition for the tourism dollar, not only
in Sevier County, but also across the State of Tennessee and
the country. I am a firm believer in recognizing hard work, and
from my viewpoint, I can see no greater effort than the one put
forth by the Pigeon Forge Department of Tourism in promoting
this city. We have challenged them with bringing visitors into
Pigeon Forge year after year and finding new ways to target
those who have not yet visited us.
In 2008, more restaurants, theaters and lodging facilities along
with new Parkway and Dollywood attractions will keep Pigeon
Forge in place as one of the top destinations in the Southeast.
And we anxiously await the opening of Belle Island Village
when we’ll welcome Debbie Reynolds, Darrell Waltrip and
other new friends to the Pigeon Forge family.
I am very proud of this community and its unwavering
dedication to the tourism industry. I thank you for your
support and congratulate you on an exciting year!
Earlene Teaster
City Manager
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If you have any questions or comments, please
contact the Department of Tourism at 865-453-8574.
SUMMARY
Year
Advertising Budget
Overnight Visitors
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
$415,200
$667,500
$943,341
$1,089,915
$1,291,992
$1,619,344
$2,146,550
$2,470,886
$3,364,467
$5,085,012
$6,376,059
$6,659,850
$7,336,032
$7,932,432
$8,096,507
$8,096,300
$8,177,200
$8,139,200
$8,371,200
$8,402,186
$8,452,186
1,607,249
1,705,672
1,661,541
1,711,425
1,858,507
1,835,890
2,071,189
2,100,022
2,296,382
2,338,461
2,396,507
2,523,972
2,573,915
2,413,150
2,720,881
2,776,277
2,661,698
2,848,695
2,892,640
3,034,840
3,259,029
49,287,942
Inquiries
39,604
57,020
62,867
89,442
129,467
153,477
194,035
266,861
314,281
325,320
347,485
391,297
312,791
267,585
308,540
298,184
273,699
271,302
245,192
245,292
147,953
4,741,694
Web Visitors
1,285,825
2,957,047
3,123,377
3,806,617
4,456,848
4,523,964
4,851,887
25,000,565
Total Lodging Units
Occupancy
5,862
6,155
7,009
7,673
7,858
10,513
10,873
11,616
11,939
12,055
12,349
12,061
11,925
12,301
12,694
12,694
50%
50%
50%
50%
53%
54%
55%
57%
58%
57%
59%
63%
64%
64%
64%
64%
63%
65%
65%
65%
64%
Gross Revenue
$202,253,111
$241,150,600
$290,269,620
$338,968,868
$379,591,349
$416,775,030
$444,476,600
$485,207,146
$529,302,594
$545,003,939
$577,160,607
$615,553,460
$632,445,587
$634,257,297
$655,548,446
$670,157,344
$669,854,551
$713,947,775
$777,583,220
$844,975,471
$872,465,749
$11,536,948,364
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Pigeon Forge
Growth
Along with annual visitors, gross receipts are
tracked monthly. Individual business sectors
also are tracked including retail, amusements,
lodging (including several subcategories),
theaters, restaurants, gas and craft and specialty
shops. By monitoring changes in revenue,
the department can identify trends and pinpoint
specific business sectors that need attention.
Each year, one percent of gross receipts, two
percent of amusement revenue and 2.25 percent
of lodging revenue are collected and go directly
to the City’s general fund. This general fund
supports the Pigeon Forge community, including
new infrastructure developments.
GROSS RECEIPTS (1980-2007)
Year
Revenue
1980
1981
1982*
1983
1984**
1985
1986***
1987
1988
1989
1990
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
AMUSEMENT
% Change
$50,829,810
$62,424,220
$72,692,468
$77,469,922
$99,427,156
$114,399,048
$168,198,800
$202,253,111
$241,150,600
$290,269,620
$338,968,868
$485,207,146
$529,302,594
$545,003,939
$577,160,607
$615,553,460
$632,445,587
$634,257,297
$655,548,446
$670,157,344
$669,854,551
$713,947,775
$777,583,220
$844,975,471
$872,465,749
17%
23%
16%
7%
28%
15%
47%
20%
19%
20%
17%
43%
9%
3%
6%
7%
3%
0%
3%
2%
0%
7%
9%
18%
3%
*Worlds’ Fair in Knoxville
**City Ad Campaign’s Beginning Results
***Year of Dollywood Opening
LODGING
Year
Revenue
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
$6,667,018
$7,643,302
$8,054,023
$9,378,321
$10,628,916
$12,577,510
$20,541,400
$21,773,950
$26,391,100
$29,273,589
$32,171,557
$41,951,633
$47,474,025
$53,135,733
$53,135,733
$60,515,002
$63,197,580
$68,488,717
$72,935,163
$74,699,135
$75,393,417
$80,843,173
$85,366,733
$85,001,731
$93,219,883
$100,799,589
$120,900,285
$129,448,718
% Change
NA
15%
5%
16%
13%
18%
63%
6%
21%
11%
10%
30%
13%
12%
0%
14%
4%
8%
6%
2%
1%
7%
6%
0%
10%
8%
20%
7%
GROSS RECEIPTS (1980-2007)
GROSS RECEIPTS (1980-2007)
$900,000,000
$145,000,000
Year
Revenue
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
$7,449,735
$9,445,295
$14,950,862
$13,592,861
$17,779,316
$19,823,500
$27,180,650
$32,315,558
$37,544,087
$42,853,590
$47,931,788
$54,360,646
$59,397,384
$65,692,290
$72,727,204
$83,486,467
$86,948,163
$91,552,044
$105,672,788
$110,505,592
$113,513,653
$120,123,317
$124,773,760
$125,443,146
$129,811,102
$135,041,319
$143,881,239
$148,156,932
% Change
NA
27%
58%
-9%
31%
11%
37%
19%
16%
14%
12%
13%
9%
11%
11%
15%
4%
5%
15%
5%
3%
6%
4%
1%
3%
4%
7%
3%
$800,000,000
$125,000,000
$700,000,000
$600,000,000
$105,000,000
$500,000,000
$400,000,000
$85,000,000
$300,000,000
$65,000,000
$200,000,000
$100,000,000
$45,000,000
20
07
20
05
20
03
20
01
19
99
19
97
19
94
19
95
19
89
19
90
**
6*
19
8
*
4*
19
8
2*
19
8
19
8
0
$0
$25,000,000
Amusement Revenue
4
P I G E O N F O RG E | TO TA L LY TO U R I S M 2 007 RE V I E W
20
06
20
04
20
02
20
00
19
98
19
96
19
94
19
92
19
90
19
88
19
86
19
84
19
82
19
80
$5,000,000
Lodging Revenue
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Winterfest
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P I G E O N F O RG E | TO TA L LY TO U R I S M 2 007 RE V I E W
% Change
21%
0%
22%
16%
6%
8%
7%
7%
2%
-4%
7%
-3%
6%
13%
10%
5%
WINTERFEST REVENUES (1990-2007)
$230,000,000
$210,000,000
$190,000,000
$170,000,000
$150,000,000
$130,000,000
$110,000,000
$90,000,000
$70,000,000
20
06
-2
00
7
$50,000,000
20
04
-2
00
5
• Average length of stay by visitors in 2007 was
2.33 days while the average party size in 2007
was 2.73 people.
• The occupancy rate in Pigeon Forge was
64 percent and the average daily rate for
rooms was $57.75.
• Pigeon Forge has two of the top 25 most
visited attractions in Tennessee. Dollywood
was rated the most popular ticketed attraction
in the state, while Dollywood’s Splash Country
was ranked in the top 20.
Winterfest has also had a positive impact on the
workforce in Sevier County. In December 1990,
prior to Winterfest, the unemployment rate in
Pigeon Forge was 13.8 percent. In December
2007, the rate dropped all the way to 5.1 percent.
Revenue
$67,323,437
$81,484,552
$81,484,552
$99,146,019
$114,688,038
$121,670,077
$131,692,013
$141,137,270
$151,654,780
$153,939,801
$148,131,274
$158,266,245
$153,170,700
$162,473,177
$183,384,450
$201,941,948
$212,270,120
20
02
-2
00
3
• Total domestic and international travel
spending in Tennessee, including direct and
indirect spending, was nearly $20.3 billion
in 2006, up 7 percent from 2005.
• Of the total person trips (overnight and day
trips) occurring in the United States in 2005,
2.5 percent of these trips were to the State
of Tennessee.
• Sevier County posted more than $1.4 billion
in domestic expenditures in 2006 and helped
create more than 18.4 thousand jobs within
the county. Sevier County ranked number
three in the state for domestic expenditures,
behind Davidson and Shelby counties.
• Tourism in the state of Tennessee helped
generate 181,300 jobs in 2006, including
both full- and seasonal/part-time jobs. This
is up 1.8 percent over 2005.
Tourism in Pigeon Forge
Year
1990-1991
1991-1992
1992-1993
1993-1994
1994-1995
1995-1996
1996-1997
1997-1998
1998-1999
1999-2000
2000-2001
2001-2002
2002-2003
2003-2004
2004-2005
2005-2006
2006-2007
1
Tourism in Tennessee
Source: The Economic Impact of Travel
on Tennessee Counties in 2006 and
TIA Travelscope/Directions™
The 17th Annual Winterfest, beginning in
November 2006 and running through February
2007, generated business revenues in excess
of $212,000,000. This is a 5.11 percent increase
in gross business receipts compared to the
previous year. Since Winterfest began, gross
receipts have climbed 200 percent and
continued growth is promising.
WINTERFEST
20
00
-2
00
Source: The 2008 Travel & Tourism Market
Research Handbook
• The total household party size traveling to
Tennessee was 1.9 persons in 2006. Average
length of stay was 1.5 nights and average
in-state expenditure per person was $108
per day.
• The largest single-state origin of Tennessee
visitors were from Tennessee. Top out-of-state
visitation came from Georgia, Kentucky,
Alabama and Virginia.
With increased visitation during the winter months,
businesses can stay open throughout the year,
leading to more full-time jobs.
19
98
-1
99
9
• Domestic and international travelers spent
$702.5 billion in the United States during
2006, an increase of 7.5 percent from 2005.
It is estimated that 2007 spending will be
$739.6 billion
• In the United States, tourism is currently the
third largest retail sector, behind automotive
and food stores.
• For domestic travel, 35 percent of trips are
1-2 night trips, and 3-6 night trips account for
29 percent of all travel. Of those who travel,
54 percent stay in a hotel/motel/B&B. During
their travel, 30 percent list shopping as
an activity in which they participate.
• Great Smoky Mountains National Park was
the most visited national park in 2007.
• Travel is distributed equally between each
season—28 percent travel during summer,
25 percent during spring, 24 percent during
winter and 23 percent during fall.
19
96
-1
99
7
Tourism in the United States
Started in 1990 to increase visitation during
a notoriously slow visitation period, this
four-month event has become one of the most
popular times to visit Pigeon Forge. From
November through February, Winterfest light
displays and award-winning special events have
made Pigeon Forge a year-round destination.
19
94
-1
99
5
Trends in Tourism
19
92
-1
99
3
3/11/08
19
90
-1
99
1
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Advertising
Print
Consumer Broadcast Advertising
Special Events Broadcast Advertising
As with previous years, a significant portion of the
department’s advertising budget this year will be
spent on broadcast advertising. However, in 2008,
there will be noticeable difference in how and
when broadcast is utilized.
Bluegrass Radio
As part of the 2007 broadcast campaign, the
Department of Tourism partnered with Bluegrass
Radio to promote AppalachiaFest and StringTime
in the Smokies. Prior to each event, spots were
run on the popular “Into the Blue” bluegrass
radio program.
Each year, the department focuses a print campaign
to support the consumer, group and special event
advertising efforts. We also participate in many
Research has identified summer as the primary
season to reach non-visitors, and adding new
markets will allow the Pigeon Forge message
to be seen in areas where the brand has low
awareness levels. In addition to the 14 markets
traditionally
supported
with broadcast
advertising, nine
additional markets
will be added
in summer 2008.
Markets included in our summer media plan are:
• Atlanta
• Birmingham
• Bluefield-Beckley
• Chattanooga
• Cincinnati
• Charleston, W.Va.
• Greenville/Asheville/Spartanburg
• Huntsville
• Knoxville
• Lexington
• Louisville
• Nashville
• Roanoke
• Tri-Cities
CONSUMER PUBLICATIONS
Publication
AAA Home & Away
Better Homes & Gardens
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Contact
Phone Number
ADVO – Based on research, including visitor origin
studies, the department can locate potential
Pigeon Forge visitors down to the zip code level.
Contact with these people is made via ADVO,
the nation’s largest targeted direct mail marketing
company. The first Pigeon Forge, four-page directmail piece was mailed
October 2007 to more
than one million
homes, and a second
will be mailed in
May targeting more
than three million
households.
Family Circle
1.9 million
Scott Rickles
770-664-4567
www.homeandawaymagazine.com
Michael Eisman
813-289-5931
www.aaagoingplaces.com
Brenda Hart
678-507-0110
www.bhg.com
1,200,000
Kimberly Douglas
901-251-5199
www.countryhome.com
829,800 (SE region)
Brenda Hart
678-507-0110
www.familycircle.com
1,260,000
Vanise Vann
407-566-5832
www.familyfun.go.com
Family Fun
Good Housekeeping
1,020,000
Brenda Hart
678-507-0110
www.goodhousekeeping.com
Ladies Home Journal
911,000 (SE region)
Brenda Hart
678-507-0110
www.lhj.com
Parents
405,935 (SE Region)
Bill Stanton
843-233-8088
www.parents.com
623,700 (Regional)
Chris Collinson
770-582-9700
www.redbookmag.com
Redbook
1,355,000 (SE/SC editions)
Susan Rye
404-888-1951
www.southernliving.com
Woman’s Day
Southern Living
1,621,000 (East region)
Garey Bell
404-231-4588
www.womansday.com
Y’all Magazine
65,000
Meredith Dabbs
662-236-1929
www.yall.com
ANNUAL GUIDES AND DIRECTORIES
Publication
Circulation
Contact
Phone Number
720,000
Mary Steadman
423-323-4330
www.TNvacation.com
1,368,500 (KY and TN)
Lauren Foster
615-228-1590
www.ouraaa.com
Lee and Mary Frarick
251-975-7237
www.woodalls.com
Jill Skeams
540-989-6238
www.blueridgeparkwayusa.com
Circulation
Contact
Phone Number
Web Address
81,142
Bill Garrels
720-890-4641
www.americancowboy.com
American Quilter
45,000
Gloria Bolden
317-842-4234
www.aqsquilt.com
Cowboy Magazine
15,000
Joyce Bestol
719-742-5250
www.cowboymagazine.com
Love of Quilting
130,000
Christee Lesch
888-985-1020
www.fonsandporter.com
McCall’s Quilting
153,356
Lisa O’Bryan
303-273-1309
www.mccallsquilting.com
Tennessee Vacation Guide
Moms Matter – In March, as a new addition
to the media plan, the Department of Tourism
will participate in a program called Moms Matter.
Through this program, 350,000 Pigeon Forge
printed collateral pieces
will be distributed
to moms at Wal*Mart
photo centers.
Web Address
1,681,000 (SE region)
Country Home
AAA Tour Book
Woodall’s Campground Directory
Blue Ridge Parkway Travel Guide
10,000
Web Address
SPECIAL INTEREST PUBLICATIONS
Publication
American Cowboy
New Markets
• Memphis
• Columbia, S.C.
• Indianapolis
• Evansville
• Clarksburg, W.Va.
• Jackson, Tenn.
• Bowling Green, Ky.
• Harrisonburg, Va.
• Parkersburg, W.Va.
Circulation
AAA Going Places
Out-of-Home Media
of the cooperative opportunities offered by the
State of Tennessee’s tourism marketing department.
Pro Bull Rider
45,000
Zach P. Haynes
205-408-3773
www.pbrnow.com
Rope Burns
10,000
Bobby Newton
580-389-5350
www.workingcowboy.com
Quilter’s World
163,360
Jane Lodde
317-596-9322
www.whitebirches.com
The Quilter Magazine
34,943
Lee Jawarski
973-347-6900
www.thequiltermag.com
Quiltmaker
145,000
Lisa O'Bryan
303-273-1309
www.quiltmaker.com
Quilter’s Newsletter Magazine
194,329
Lisa O'Bryan
303-273-1309
www.quiltersnewsletter.com
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TRADE PRINT– GROUP SALES ADVERTISING
Publication
Circulation
Publication Advertising
Contact
Phone Number
Web Address
Bus Tours
7,200
Ken Pearson
815-946-2341
www.busmag.com
Destinations
6,043
John DeChristofaro
800-374-5147
www.buses.org
Group Tour Magazine
9,198
Eric Lukehart
859-273-6464
www.grouptour.com
Group Travel Planet
12,500
Chris Collinson
770-582-9700
www.grouptravelplanet.com
Leisure Group Travel
20,130
Hutson Lambert
214-443-1253
www.leisuregrouptravel.com
NTA Courier
6,000
Ashley Luebbehusen
800-682-8886
www.ntaonline.com
TRIPinfo
60,441
Robert Millar
770-825-0220
www.tripinfo.com
Packaged Travel Insider
10,000
Kary Moening
866-252-7108
www.serendipitypublishing.com
Contact
Phone Number
Alabama Motorcoach Association
Linda Morris
866-376-7770
www.alabamamotorcoach.org
Georgia Motorcoach Association
Linda Morris
866-376-7770
www.gamotorcoachoperators.org
Motorcoach Association of South Carolina
Linda Morris
866-376-7770
www.scmotorcoach.org
North Carolina Motorcoach Association
Linda Morris
866-376-7770
www.ncmotorcoach.org
PBA Marketplace Directory
Elaine Farrell
717-236-9042
www.pabus.org
PBA Membership Directory
Elaine Farrell
717-236-9042
www.pabus.org
Virginia Bus Directory
Linda Morris
866-376-7770
www.vamotorcoach.com
Tennessee Motorcoach Association
Debbie Neese
423-288-8622
www.tnmca.net
South Central Motorcoach Directory
Linda Morris
866-376-7770
www.southcentralmotorcoach.org
MOTORCOACH
TOUR & TRAVEL DIRECTORIES
Publication
Circulation
Web Address
NTA Tour Supplier
4,500
Ashley Crawford
859-226-4273
www.ntaonline.com
ABA Motorcoach Marketer
3,573
John DeChristofaro
215-321-9662
www.buses.org
Leisure Group Travel Directory
15,573
Hutson Lambert
214-443-1253
www.leisuregrouptravel.com
RELIGIOUS GROUPS
QUILTFEST
TRADE PRINT– MEETING PUBLICATIONS
Publication
Circulation
Contact
Phone Number
Web Address
Church Executive Magazine
20,000
Rebecca Frockt
800-541-2670
www.churchexecutive.com
Small Market Meetings
6,782
Laura Camic
859-225-1452
www.smallmarketmeetings.com
Going On Faith
4,414
Stacy Bowman
888-253-0455
www.grouptravelleader.com
Religious Conference Manager
4,250
Brenda Hart
678-507-0110
www.rcm.meetingsnet.com
CONSUMER
TRADE PRINT– MEETING GUIDE & DIRECTORIES
Publication
Circulation
Contact
Phone Number
Web Address
RCMA Who’s Who
15,000
Judy Valenta
317-632-1888
www.rcmaweb.org
Rejuvenate
5,000
Chris Collinson
770-582-9700
www.time2rejuvenate.com
SADDLE UP!
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MEETINGS
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Co-Op Opportunities
Travel Planner –
The Travel Planner is the
department’s primary
response piece for visitor
inquiries. In addition
to being distributed in all
Tennessee State Welcome
Centers, a travel planner
is mailed to individuals
who request information,
and a downloadable
version is available at
mypigeonforge.com.
Approximately 650,000 travel planners will
be printed this year. In 2007, an interactive
travel planner component was added to
mypigeonforge.com. Since that addition in
June, there have been more than 17,000
downloads of the travel planner.
Sales begin: June 16, 2008
Deadline for materials & space reservation:
July 31, 2008
Destination
Planning Guide –
This guide provides
information for tour
operators, group
leaders, meetings/
convention
planners, and
military/family
reunions.
Print Co-op Program – In addition to annual
collateral material, four print co-op programs
are offered to Pigeon Forge businesses.
Target Audience
Publication
General Vacationers
• Tennessee Vacation
Guide
RV & Camping
Enthusiasts
• Woodall’s Campground
Directory
Group Planners/
Tour Operators
•
•
•
•
•
Meeting Planners
Destinations
Group Tour Magazine
Group Travel Leader
Leisure Group Travel
NTA Courier
• Small Market Meetings
These co-ops allow Pigeon Forge businesses
to purchase space in these publications
at less than 50 percent of the standard rates.
For additional information on co-op advertising
call Sherri Kirby at 453-8574.
Internet
Communications
Currently, the Department of Tourism maintains
seven major Web sites and is in the process
of adding another site devoted to weddings
in Pigeon Forge. Each site is tailored to meet the
specific needs of its intended audience. The main
site, MyPigeonForge.com, is designed to allow
the audience easy navigation through all that
Pigeon Forge has to offer. Other features include
a monthly e-newsletter and outbound
email campaigns.
Pigeon Forge Virtual Community
Pigeon Forge allows visitors to voice opinions
through its Virtual Community. Pigeon Forge
visitors can blog as well as upload images and
videos of their favorite attractions, restaurants
and accommodations, enabling them to share
experiences with potential new visitors. The
Virtual Community also allows residents and
businesses to post their own comments.
Internet ad sales begin February 2009. For
information regarding online programs and
ad sales, call Sue Carr at 453-8574.
Web Site
Visits 2007 Visits 2006
Mypigeonforge.com
4,520,097
Pigeonforgemeeting.com
23,777
Pigeonforgereunion.com
48,865
Pigeonforgetours.com
128,548
MountainQuiltfest.com
85,584
PigeonForgeCelebratefreedom.com
2,512
PigeonForgePR.com
42,861
4,192,453
22,831
158,166
157,475
71,576
2,918
31,699
Sales begin: January 5, 2009 Deadline for
reserving advertising space:
February 6, 2009
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Publicity
Public Relations efforts spread the Pigeon Forge
message into advertised markets and beyond,
into markets where the department cannot
afford traditional advertising.
S PRI N G + 2 0 08
P I G E O N
F O R G E ,
T E N N E S S E E
CARRIER
NEWS
DEPARTMENT OF TOURISM
+
2450 PARKWAY
P.O. BOX 1390
PIGEON FORGE, TN 37868-1390
865-453-8574
1-800-251-9100 TOLL FREE
MyPigeonForge.com
D E PA R T M E N T O F T O U R I S M N E W S L E T T E R
We’re Number One!
The National Motorcoach Network (NMN) recently announced that Pigeon Forge tied
with Washington, D.C., as the top motorcoach destination of 2008. This is the second year in
a row that the NMN and its motorcoach charter and tour affiliates have voted Pigeon Forge
Promotions
Promotions are like chameleons. They can be
designed to fit a variety of marketing opportunities
such as event sponsorships, displays at major
events, contests on radio and television, etc.
the top motorcoach destination.
The Sales Department has worked very hard to bring Pigeon Forge into the forefront
of the motorcoach tourism industry, but it takes a lot of teamwork to accomplish this goal.
Thanks to the many attractions, theaters, restaurants and other businesses in Pigeon Forge
who played a big part in achieving this honor!
P
Editorial coverage is sought from television and
radio producers, travel journalists and free-lance
writers. Publicity vehicles include news releases,
newsletters, editorial treatments, syndicated
articles/broadcasts, press kits, writers’ trips,
media Web site and travel writer conferences.
Gas Prices
An unpredictable economy may have our visitors rethinking their plans for summer
travel. Each Pigeon Forge business should consider ways to help ease the strain on summer
NEED PHOTOS?
The Department of Tourism is happy
travelers’ wallets. For example, your business could offer a discount on tickets, a free night’s
stay, a gas card or a complimentary appetizer to random guests or those who have traveled
to supply a CD with high-resolution
especially far to come to Pigeon Forge! Visitors appreciate our community’s effort to make
photography of Pigeon Forge’s
their vacation easier, and as a result, choose to return to Pigeon Forge. The Department of
Tourism will post on MyPigeonForge.com a list of all businesses offering a possible incentive
advertising images to any city business
upon request. Call Lila Wilson
or prize as a thank you to guests vacationing in Pigeon Forge. After you have made your
plans for your summer promotions, e-mail or fax them to the Department of Tourism by
May 1 to be included in this list. If you need ideas in addition to the ones mentioned here,
call Lila Wilson at the Department of Tourism.
at 453-8574 for acceptable uses
of the supplied photos.
MARK YOUR CALENDAR
to join the Department of Tourism
at these two free educational events:
TOTALLY TOURISM, MARCH 18
GUEST EXCELLENCE, APRIL 8 & 9
Watch your mail or call the
Department of Tourism at
453-8574 for more details.
If you have news to share, please contact
Lila Wilson at 453-8574.
Carrier News – Serves to keep local businesses
up to date with the department’s activities as well
as events occurring in the city.
Businesses donating items to the Department
of Tourism for promotional use will be provided
the opportunity to have the name of their business
mentioned in contest announcements and media
supporting the promotion.
Please distribute this newsletter to all auto counselors.
NEWS
FROM
PIGEON
FORGE,
TENNESSEE
IN
THE
G R E AT
SMOKY
The department’s promotions efforts rely
heavily on product donations from Pigeon Forge
businesses for use in prize packages. If your
business is interested in donating items for the
department’s promotional efforts, please contact
Judy Edmondson at 615-327-1189.
M O U N TA I N S
1-800-285-7557
865-429-0474 fax
March 2008
w w w. m y p i g e o n f o r g e . c o m
PF Guide (Visitor Newsletter) – This newsletter
is mailed to consumers who have inquired
about Pigeon Forge multiple times. The editorial
includes information on seasonal events and new
or unique information related to city businesses
and activities. PF Guide will be distributed twice
in 2008 to more than 400,000 people.
Spri n gfe s t 2008
Pigeon Forge Springfest kicks off with the 14th Annual A Mountain Quiltfest™, March 12-16. Check out
the prize-winning quilts on display or attend classes and workshops on quilting trends and techniques.
For more information on A Mountain Quiltfest, visit MountainQuiltfest.com or call 865-429-7350.
Fe s ti v al of N ati on s
Dollywood’s Festival of Nations, March 21–May 5, will focus on a “World of Dance”
and bring entertainers from around the world to the Smoky Mountains theme park.
Enjoy music, food and crafts from Poland, Romania, Ireland, Russia and international locations.
For more information, visit Dollywood.com or call 1-800-DOLLYWOOD.
M aki n g Spri n g B re ak P l an s ?
Pigeon Forge has everything a family could need for the perfect Spring Break getaway. Our five-mile
Parkway is filled with one-of-a-kind attractions and award-winning theaters. There is something for
everyone! For more information on Pigeon Forge activities, call 1-800-251-9100.
M u s i c of th e M ou n tai n s
Great Smoky Mountains National Park’s fourth annual “Music of the Mountains” festival will be
Saturday, March 29, 10 a.m.–5 p.m. at the Park’s Sugarlands Visitor Center. An evening performance
featuring Jimbo Whaley and Friends will take place at W.L. Mills Conference Center at 7 p.m.
For more information, call the Sugarlands Visitors Center at 865-436-1291.
U pc omi n g E v e n t s
Winter Carnival of Magic
March 7–8
+
+
Country Tonite Theatre
East Tennessee Children’s Hospital Cutest Little Baby Face Photo Session
March 8-9 + Belz Factory Outlet World
North American Country Music Awards
+
One Day Only Sidewalk Sale/Easter Egg Hunt
Tennessee Tax Free Weekend
Just The Fax – A monthly newsletter distributed
by fax to approximately 350 AAA travel offices.
March 10–16
+
+
Country Tonite Theatre
+
Belz Factory Outlet World
March 15
March 21–23
+
+
All Shopping Venues
East Tennessee Children’s Hospital Cutest Little Baby Face Grand Finale
March 21 + Belz Factory Outlet World
Easter Egg Hunt & Breakfast with the Easter Bunny
Easter Bunny Visits
+
+
March 22
March 23
+
+
Pigeon Forge Community Center
PIGEON FORGE, TENNESSEE
W I N T E R
T
pigeon
In 2007, the Department of Tourism took its
message on the road visiting four state fairs
during the summer months. Department
representatives spoke one-on-one with people
who had questions about the city. The state fair
program will continue in 2008. Fairs visited
in 2007 were:
Christmas Place
Trav e l mate ri al s av ai l abl e
Pigeon Forge travel materials, including visitor newsletters and videos, are available from the
Sales Office. Call 1-800-285-7557 for details. While in Pigeon Forge, stop by the Department of Tourism’s
Welcome Center to pick up your 2008 Travel Planner, containing a Value Card good for discounts
at participating attractions, accommodations, theaters, shops and restaurants.
In Transit – This quarterly newsletter targets the
various segments of the group tour industry.
The current circulation is around 3,000 per issue.
Messenger – A publication for the residents of
Pigeon Forge providing city updates.
2007 State Fair Tour
D ol l y Parade
Pigeon Forge takes to the streets on April 11 for the 2008 Dolly Homecoming Parade.
Now in its twenty-third year, the parade is a fun tradition that involves marching bands, cloggers,
twirlers, colorful floats, and of course, the one and only Dolly Parton! Call 865-429-7350
or visit MyPigeonForge.com/parade for more information on the Dolly Parade.
Ohio State Fair
North Carolina Mountain State Fair
Tennessee State Fair
North Carolina State Fair
2 0 0 7
forge
MESSENGER
A PUBLICATION FOR THE RESIDENTS OF PIGEON FORGE
CITY COMMISSION
UPDATE
Winter is always a special
time
While
in
Pigeon
guests
Forge.
flock
to
our hometown to see the
JUST
T H E
FACTS
CITY HALL
8 a.m.–4:30 p.m., Monday–Friday,
453-9061
Earlene Teaster
City Manager
lights, we are hard at work
City Hall wants to hear from you.
Send questions and comments to
welcoming them and doing
our part to make their holiday visit to Pigeon
Forge a memorable one. Thanks to each of you for
[email protected].
YOU ARE INVITED
The public is encouraged to
attend the following Pigeon Forge
extending a welcome to our wintertime visitors.
Also, thanks to everyone who participated in
the United Way breakfast. The breakfast took place
meetings at City Hall.
CITY COUNCIL
Second and fourth
Monday at 5:30 p.m.
Oct. 4 at Bennett’s Bar-B-Que and netted more
than $5300. All proceeds and tips from breakfast
service were donated to the United Way.
At this time of year in particular it is good
CITY PLANNING
COMMISSION
Fourth Tuesday at 5:30 p.m.
C O N TA C T
If you have a story idea
to remember those who may not be as fortunate
as you and I. The Sevier County United Way
and its affiliate agencies assist many families in
you would like to share, or if
you would like to request more
information on a story you read in
this issue, please contact
Lila Wilson at the Department
our area and make it easy for us to help. Your
of Tourism at 453-8574.
single donation to the United Way will make a big
KEEP IN TOUCH
difference in someone else’s life, and that’s a yearround blessing! May your family have a Merry
Information about Pigeon Forge
is right at your fingertips when
you visit our Web site at
www.cityofpigeonforge.com.
Christmas and a Happy New Year.
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Research
Visitor Origin Studies – By examining the zip
codes of guests at select city lodging properties,
it can be determined from which markets visitors
originate. In addition, the city tracks average
party size and length of stay and compares them
against previous years and months to ensure
marketing efforts remain on track.
2007 Top 10 Visitor States
1) Tennessee
6) Virginia
2) Georgia
7) Alabama
3) Kentucky
8) South Carolina
4) North Carolina
9) Florida
5) Ohio
10) Indiana
2007 Top 10 Visitor Markets
1) Atlanta
6) Knoxville
2) Greenville-SP-ASH 7) Lexington
3) Tri-Cities, TN-VA
8) Charlotte
4) Nashville
9) Cincinnati
5) Chattanooga
10) CharlestonHuntington
Inquiry database – Data based on visitor inquiries
is analyzed on a monthly basis and compared
to previous months and years to identify change
in the marketplace.
Trip Attribute Study – Monitors visitor
demographics and visitation characteristics
on an ongoing basis.
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Support Materials
Conversion Study – A semi-annual telephone
survey determines conversion from advertising
to visitation.
Web site Visitor Source Study – Pop-up survey
on the Pigeon Forge Web site analyzes media
sources generating inquiries.
Web Site Travel Planner Request Analysis –
Online survey monitors visitation characteristics
and trends among people requesting information
via the Pigeon Forge website.
PRIZM Study – A PRIZM analysis helps the city
answer two fundamental marketing questions:
Who visits Pigeon Forge and what are these
people like? The resulting report determines
key lifestyle characteristics of the city’s guests.
Competitive Advertising Tracking – Tracking
competitive advertising helps the department
understand the primary message of the city’s
competitors and where they are advertising.
Filming and Videos – Each year, the department
conducts film shoots in an effort to expand and
improve footage of all tourism-related activities.
The Pigeon Forge Tour Video is specifically
edited for distribution to tour operators and
group planners, while the Pigeon Forge Travel
Video is edited for distribution to AAA offices
and general consumers.
Photography – A catalog of still photography that
includes images of attractions, accommodations,
theaters, restaurants, shopping, special events
and mountain scenery is updated on an on-going
basis. These images are used throughout the year
for a variety of marketing ventures.
Select video footage and still photography is
available at no cost to Pigeon Forge businesses.
Contact Sue Carr at 453-8574.
First Time and Non-Visitor Survey –
Videotaped, personal in-home interviews
with the city’s target audience determine
why non-visitors have not been to Pigeon Forge
and what spurred first-timers to visit.
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Special Events
Community Relations
The primary focus of Pigeon Forge city-sponsored
special events is to attract people to the city
during times when visitation needs a boost.
Following is a list of city-produced events for the
next 12 months.
• April 11, 2008
Dolly Parade:
Marking the official start to the city’s
tourism season
• Jan. 10-17, 2009
Wilderness Wildlife Week™:
More than 100 experts make this the ultimate
Smoky Mountain experience.
• July 4, 2008
Patriot Festival:
Special entertainment and a fireworks finale
• Jan. 13, 2009
AppalachiaFest:
An evening of traditional mountain music
• Aug. 1-31, 2008
Celebrate Freedom!™:
Month-long discount program to honor
America’s veterans and heroes
• Feb. 5-7, 2009
Smoky Mountains Storytelling Festival™:
Storytelling for all generations
• Aug. 8-9, 2008
StringTime in the Smokies®:
A celebration of Americana music
• Feb. 19-22, 2009
Saddle Up!:
A celebration of the American West through
music and poetry
• Sept. 12-Oct. 31, 2008
Pigeon Forge Harvest Festival:
Craft shows, sidewalk sales and fall decorations
• March 11-15, 2009
A Mountain Quiltfest™:
Preserving the timeless art of quilting
In 2007, the Department
of Tourism introduced Anita
King to a newly created
position, Community
Relations Specialist. Her job
is to provide a link between
local businesses and the
Department of Tourism.
Information she distributes
is designed to inform your frontline staff about all
the city’s offerings.
Anita also will distribute collateral pieces to each
business to show visitors that Pigeon Forge has
year-round activities.
Posters – The Department of Tourism has
produced posters that promote the four seasons
in Pigeon Forge. These are available for placement
inside Pigeon Forge businesses.
Special Events Rack Cards –
Rack cards have been designed
to promote city-sponsored events.
Rack cards are available to Pigeon
Forge businesses to distribute
to visitors.
8 TH ANNUAL SADDLE UP! ™
FEBRUARY 21-24, 2008
COUNTRY TONITE THEATRE • AMERICAN JUKEBOX THEATER
PIGEON FORGE’S CELEBRATION
OF THE AMERICAN WEST
FEATURED ARTISTS INCLUDE:
Wylie & the Wild West • Sons of the San Joaquin
ACTIVITIES INCLUDE:
Cowboy Symphony • Western Swing Dance
Cowboy Poetry and Western Music Concerts
Dutch Oven Cook-Off
Cowboy Church and Chuckwagon Lunch
Fiddlers’ Feast Chuckwagon Jamboree
For more information, go to
• Nov. 6, 2008
Winterfest Kickoff:
Marks the beginning of the city’s award-winning
four-month festival
To learn how your business can benefit from special
event sponsorship, contact Deanna Sorge at
429-7397.
www.mypigeonforge.com/saddleup
Schedule and artists subject to change or cancellation without notice.
Co-Sponsored by :
Special Event Magnets and
Calendars – Magnets and calendar
of events listings are available for
Pigeon Forge businesses to
distribute to visitors.
Clabough’s Campground and RV Resort • Collier Foods
Stages West • AT&T Real Yellow Pages® • Food City
special events
The City of Pigeon Forge produces a number of
special events throughout the year. We hope you’ll
come back to enjoy these award-winning festivals.
January
Wilderness Wildlife Week™
Seminars, activities and hikes make this the ultimate
Smoky Mountain experience!
AppalachiaFest
Concert celebrating the diversity of Appalachian music
february
Smoky Mountains Storytelling Festival™
Storytelling concerts and workshops for all ages
Saddle Up!
Western music and cowboy poetry concerts celebrate
the American West!
march
To order any of these free pieces
or any other collateral the city
produces, please contact Anita King
at 453-8574.
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A Mountain Quiltfest™
Classes, displays and more preserve the timeless art of quilting.
april
The Dolly Parade
Our spring parade featuring grand marshal Dolly Parton
july
Patriot Festival
A musical celebration of America’s Independence!
august
StringTime in the Smokies®
Concerts by top bluegrass musicians
september/october
Pigeon Forge Harvest Festival
Fall displays and craft festivals
november - february
Pigeon Forge Winterfest
Five million lights and award-winning events
For more information about Pigeon Forge
Special Events, visit www.mypigeonforge.com
or call 1-800-251-9100.
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Sales
The Pigeon Forge Department of Tourism Sales
staff promotes the city to various group markets
including motorcoach, reunions, meetings,
students, etc. These markets are vital to the
continued tourism success of Pigeon Forge.
Hundreds of groups come to town each year
to fill the city’s accommodations and experience
the city’s offerings.
Group Leader FAM Tours – Familiarization tours
are offered to motorcoach companies, group
leaders, AAA counselors and meeting planners.
Trade Shows – Attending trade shows all over
the country is one of the mainstays of the
department’s sales efforts and allows face-to-face
meetings with potential group clients.
Road Shows – The sales team typically conducts
one road show per year, selecting a specific
geographic area, to speak with tour operators,
AAA offices and travel agents. In 2007, more
than 15 Pigeon Forge businesses participated
and more are encouraged to take advantage of
this opportunity. In 2008, the Road Show will be
part of the Tennessee Sampler in Chicago.
4:04 PM
Page 20
Welcome Center/
Information Center
The Welcome Center and Visitor Information
Center are the front lines for Pigeon Forge
tourism. It is important that visitors are made
aware of both facilities as they provide the
best resources to plan a great vacation.
The Pigeon Forge Welcome Center is located
at 1950 Parkway, traffic light #0, and The Visitor
Information Center is located at 3107 Parkway
at traffic light #5. These two facilities are the only
city-operated welcome centers, and therefore,
the only ones required to represent the city as
a whole.
2007 WELCOME CENTER VISITATION
Season
Visitors
Winterfest
Spring
Summer
Fall
Holiday
6,414
20,785
33,178
17,065
11,462
TOTALS
88,904
2007 INFORMATION
CENTER VISITATION
Pigeon Forge also hosts periodic motorcoach
tradeshows. In 2007, Pigeon Forge hosted
Virginia Motorcoach Association Marketplace
and North Carolina Motorcoach Association.
To learn how your business can participate
in the Group Sales programs, contact Joy
McNealy or Kay Poole at 429-7330.
Season
Visitors
Winterfest
Spring
Summer
Fall
Holiday
2,173
6,039
7,887
5,407
3,498
TOTALS
25,004
Holiday
13%
Spring
23%
Fall
19%
Summer
38%
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Holiday
14%
Winterfest
7%
Winterfest
9%
Spring
24%
Fall
22%
Summer
31%
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Page 22
Staff
Department of Tourism
City Commissioners
Leon Downey—Executive Director
Sue Carr—Marketing Manager
Lila Wilson—
Communications/Public Relations Manager
Penney Ward—Operations Manager
Kat Cook—Secretary
Anita King—Community Relations Specialist
Sherri Kirby—Special Projects Coordinator
Connie Mattoon—Telephone Receptionist
Keith Whaley— Mayor
Kevin McClure—Vice Mayor
Joyce Brackins
Howard Reagan
Howard Sexton
Sales Staff
Joy McNealy, CTIS—Senior Sales Manager
Kay Poole—Sales Manager
Janet Martindale—Sales Secretary
Special Events Department
Deanna Sorge—Special Events Supervisor
Leigh Aldridge, Lana Bowes, Butch Helton,
Jenean Terry— Special Events Coordinators
Mail Department
Alice Watson—Mail Supervisor
Drew Miller—Senior Mail Clerk
Rick Romines—Mail Clerk
DEPARTMENT OF TOURISM DIRECTORY
Task
AAA Sales/Communications
Accounting
Advertising, City Co-Ops
Broadcast
Jane Scott—Welcome Center Supervisor
Kenneth Martin, Paula Price—
Information Specialists
Linda Fox, Orville Hedric—
Weekend Information Hosts
Visitor Center Staff
Lenore Collyer—Weekday Information Specialist
Don & Betty Lundstrom—
Weekend Information Hosts
Phone
Email Address
Kay Poole
453-8574
[email protected]
Penney Ward
453-8574
[email protected]
Sherri Kirby
453-8574
[email protected]
Sue Carr
453-8574
[email protected]
Brochures for Welcome Centers
Jane Scott
429-7460
[email protected]
City Manager
Bulk Literature Requests
Anita King
453-8574
[email protected]
Earlene Teaster
City Collateral Materials
Lila Wilson
453-8574
[email protected]
Economic Development
John Jagger
429-7474
[email protected]
Deanna Sorge
429-7350
[email protected]
Anita King
453-8574
[email protected]
Group FAM tours
Joy McNealy
453-8574
[email protected]
Group Tour and Travel Sales
Joy McNealy
453-8574
[email protected]
Lila Wilson
453-8574
[email protected]
Information Center
Penney Ward
453-8574
[email protected]
Mailroom
Alice Watson
429-7351
[email protected]
Marketing Advisory Board
Event Sponsorship
Bill Brown—Sevier County Bank, Chairman
Ray Ogle—The Inn at Christmas Place, Vice Chairman
Rick Baker—Dollywood
Phil Campbell—MainStay Suites
Steve Cruz—Dolly Parton’s Dixie Stampede
Sandy Sandiford—Belz Outlets
Jeff Taylor—Country Tonite Theatre
Events Flyers
Historic Tourism
Marketing, General
Media and Public Relations
New Business
Newsletters
Photography
Sue Carr
453-8574
[email protected]
Lila Wilson
453-8574
[email protected]
John Jagger
429-7474
[email protected]
Lila Wilson
453-8574
[email protected]
Sue Carr
453-8574
[email protected]
Leon Downey
453-8574
[email protected]
Reunions Marketing
Joy McNealy
453-8574
[email protected]
Sales, Trade and Travel Shows
Joy McNealy
453-8574
[email protected]
Deanna Sorge
429-7350
[email protected]
Penney Ward
453-8574
[email protected]
Travel Planner
Sherri Kirby
453-8574
[email protected]
Travel Writers
Lila Wilson
453-8574
[email protected]
Scott Marine
453-6444
[email protected]
Sherri Kirby
453-8574
[email protected]
Video
Sue Carr
453-8574
[email protected]
Visitor Complaints
Kat Cook
453-8574
[email protected]
Deanna Sorge
429-7350
[email protected]
Sue Carr
453-8574
[email protected]
Jane Scott
429-7460
[email protected]
Research, Visitor
Special Events
Welcome Center Staff
Staff Person
Telephone Receptionist
Trolley Questions
Value Card
Volunteers
Web Site Online Marketing
Welcome Center
Broadcast
Traditional Markets
New Markets
Rural Radio
Bluegrass Radio
Online
Internet/Online Advertising
Search Engine Marketing
E-newsletters
Out of Home
ADVO
Moms Matter
Consumer Print
Annual Directories
Regional Magazines
Trade Print
State Motorcoaches
Tour & Travel
Guides and Directories
Meetings Guides/Pubs
Publicity
Media Mailings
Media Relations
Syndicated Releases
Association Meetings
Publicity Events
Promotions
Rick and Bubba Sponsor
Memphis in May
East KY Radio Sponsor
Regional Radio Sponsor
Database Marketing
PF Guide (consumer)
AAA Newsletter
In Transit (Group Sales)
August 1, 2007– July 30, 2007
PIGEON FORGE DEPARTMENT OF TOURISM
2007-2008 Marketing Plan
2007
2008
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH
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MAY
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JULY
30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 27 3 10 17 24
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