FY12 Annual Report

St. Mary’s County
Division of Tourism
Fiscal Year 2012 Report
September 2012
Carolyn Laray, Tourism Manager
Division of Tourism
Department of Economic and Community Development
St. Mary’s County, Maryland
CONTENTS
I
St. Mary’s County Division of Tourism Overview ……………………….. 2
Mission
Summary of Accomplishments
Staffing
Program Budget
II
Programs ………………………………….……………………………….. 3
Advertising
Group and Packaged Travel
Public Relations
Special Programs and Campaigns
Website
E-marketing and Social Media
Publications aand Products
Visitor Information Center
III
Destination Resource Development ……………………………………… 11
Local Industry-Related Activities
Regional Activities
Industry Associations
IV
Opportunities and Challenges Upcoming ………………………………… 14
V
Data and Measurements …………………………….…………………….. 15
Publication Distribution
Visitor Center
Sites and Attractions Visitation
Events Attendance
Website
Social Media
Local Tax Revenue
Tourism Tax Factor
Fulfillments By Month
Fulfillments By Lead Source
Fulfillments By State, Ranking Order
Advertising Roster
Print Media Schedules
Electronic Media Schedules
1
I ST. MARY’S COUNTY DIVISION OF TOURISM OVERVIEW
DIVISION MISSION
The St. Mary’s County Department of Economic & Community Development Division of
Tourism (SMCT) is charged with increasing the economic impact of travel and tourism
activities through resident and non-resident spending. To accomplish this mission, SMCT
executes a full range of marketing, public relations, and industry-related programs.
While striving to achieve an increase in tourism activity, SMCT is guided by two
objectives. First, preserve our heritage and enhance our natural, cultural and recreational
resources through conservation, education, revitalization, preservation and tourism
development. Second, provide for the increase of tourism-related revenue to the public and
private sector through the development, marketing and promotion of our local sites,
businesses, events and attractions.
SUMMARY OF ACCOMPLISHMENTS
•
•
•
•
•
•
•
Created and implemented new Travel and Tourism Website
Developed new Destination brand
Increase in Travel Writer visits with 200% increase in articles generated
Implemented War of 1812 and Civil War enhancements at local sites
Produced online sweepstakes generating 17.4% increase in newsletter subscribers
and increased awareness of and traffic to the new Travel and Tourism Website
Realized a 6.6% increase in local Accommodations Tax
Realized a 14.5% increase in the state Tourism Tax Factor (unofficial)
Collaborative Southern Maryland regional accomplishments
• Hosted major travel writers’ conference
• Produced regional War of 1812 map and guide and added War of 1812 section to
the regional website
• Received the Maryland Tourism Council Impact Award for regional marketing
activities
STAFFING
Two full-time employees implement and ensure the effectiveness of SMCT programs. FY
12 staffing: Tourism Manager: Carolyn Laray; Tourism Coordinator: Rebecca Deprey
(though October 2011) and Tourism Coordinator: Rebecca Lira (starting January 2012)
2
PROGRAM BUDGET
Advertising*
Conferences
Printing
Materials & Supplies
Membership
Operations **
Contract Services***
APPROVED BUDGET
$145,000
$12,000
$20,000
$6,500
$2,000
$10,000
$97,359
EXPENDITURES
$138,617
$9,023
$18,920
$6,288
$1,575
$10,000
$97,359
*Advertising is comprised of $85,000 in county funds and $60,000 for co-op
reimbursements.
**Operations is funding for regional marketing via the Southern Maryland Heritage Area
Consortium.
***Contract Services includes Welcome Center Contract with St. Mary’s County Chamber
of Commerce and Electronic Marketing Program/Website Development Contract.
II PROGRAMS
ADVERTISING
Marketing messages are developed and advertising is placed in accordance with an annual
marketing plan designed to reach multiple target markets including the daytrip market, the
weekend getaway market, the heritage traveler, recreational and outdoors markets and the
group travel market.
State Co-operative Opportunities
The Maryland Office of Tourism Development’s (OTD) annual co-operative ad program is
an important component of each year’s marketing plan. Under the program, the state
leverages rates for print and electronic advertising in selected target markets. This enables
counties to advertise under the state umbrella thus achieving greater impact. SMCT
participated in the following offerings in FY 12: Madden Online travel sites: Trip Advisor ,
Travel Ad Network, and USA Today; Oprah Magazine; Washpost.com; Washington Post
Travel; Civil War Times; Meredith Publications: Better Homes and Gardens, Ladies Home
Journal, Family Circle, and More Magazine.
State Marketing Grant
OTD provides monetary assistance for marketing through its grant program. Allocations to
counties are based on a formula calculated from a $2.5 million pool, with each county
starting with a base allocation of $15,000 with the remainder based on allowable
expenditures, tourism tax revenues collected and growth in tourism tax revenues collected.
In FY 12, SMCT received $64,125 in grant funding of which, $62,925 was dedicated to
advertising. See V DATA AND MEASURMENTS: TOURISM TAX FACTOR.
3
Local Co-ops
SMCT manages a local co-op advertising program wherein SMCT dollars match dollars of
local industry stakeholders. This enables partners to extend their advertising dollars and
reach a larger market to the mutual benefit of the partner and the county. Co-op partners
included the Leonardtown Business Association, Town of Leonardtown, The Leonardtown
Lions Club for the Crab Festival, 7th District Optimists for the Blessing of the Fleet, 7th
District Rescue Squad for the Lawnmower Races, the Lexington Park Rotary for the
Oyster Festival, the Unified Committee for Afro-American Contributions for Juneteenth,
Lil’ Margaret’s Bluegrass Festival, Historic St. Mary’s City, Slack Winery, the Port of
Leonardtown Winery and Maryland International Raceway.
Combined Expenditures
County
Local Co-op
State Co-op
Total spent
$83,254
$55,363
$62,925
$201,542
Advertising Schedules
See V DATA AND MEASUREMENTS: ADVERTISING ROSTER
Targeted Spending
1.
2.
3.
4.
5.
General Regional Market
Sites and Attractions
Events
Spring/Summer Campaign
Annual Publications
$5,940.00
6. Farm and Wineries
7. Groups
8. Recreation
9. Niche Markets
10. Misc./Adjustments
$45,449
$41,319
$32,181
$30,258
$26,109
$9,683
$7,560
$5,940
$2,180
$863
$2,180.00
$862.95
$7,559.50
$9,683.20
1
$45,449.00
2
3
4
$26,109.00
5
6
$41,319.00
$30,258.45
7
8
9
10
$32,181.03
4
Print and Electronic Media Spending
Digital and
Electronic
Print
GROUP AND PACKAGED TRAVEL
Group travel kits were mailed to 48 tour operators and group leaders drawn from show and
meeting contacts and from expressions of interest gathered from leads via phone, email and
written inquiry. The destination profile and tour itineraries were also downloadable from
the Travel & Tourism Website.
Through Destination Southern Maryland, the regional marketing arm of the Southern
Maryland Heritage Area Consortium, SMCT participated in the Pennsylvania Bus
Association Marketplace in March.
SMCT also participated in the American Bus Association Marketplace held in January in
Grapevine, Texas. The six-day Marketplace provided opportunities to meet tour operators
from throughout the country. Pre-scheduled appointments allowed SMCT staff to meet
with selected operators. Letters and group tour kits were sent to all in follow-up. SMCT
also attended the Maryland Motorcoach Marketplace in March and took part in the MiniMaryland on the Road sales blitz sponsored by OTD in September.
Travel and Trade Shows Attended
GROUP TRAVEL AND CONSUMER SHOWS
SHOW NAME
LOCATION
DATE
Pennsylvania Bus
Harrisburg,
3/20/2012
Association (PBA)
PA
Maryland Motorcoach Ellicot City,
3/21/2012
Association (MMA)
MD
CONFERENCES, SALES ACTIVITIES
NAME
LOCATION
DATE
Mini-Maryland on the Western
9/26/11 Road (Mini-MORE)
Pennsylvania
9/28/11
American Bus
Association (ABA)
Conference &
Marketplace
Grapevine,
TX
1/6/12 1/10/12
NUMBER OF
ATTENDEES
MATERIALS
DISTRIBUTION
27 Companies
apx. 1200 attendees
17 Companies
appx. 300 attendees
200
150
APPOINTMENTS DISTRIBUTION
13
17
25
30
5
PUBLIC RELATIONS
Media Section, Travel and Tourism Website
The Media Center of the newly redesigned website (see
Electronic Marketing Program) is designed to help travel
writers formulate stories on St. Mary’s County.
Resources through the Media Center include: Story
Starters (ever-greens and backgrounders), tourism
related Press Releases from SMCT and tourism partners,
Fact Sheets and Industry News Bulletins. The Media
Center also features Press Tour Request forms and
Media Inquiry email links. High resolution images for
media download will be available in early FY13 via the
Media Center. The section of the website will help to
grow relationships with travel writers and serves to keep
the media updated and connected with St. Mary’s.
Mid Atlantic Travel Public Relations Association (MATPRA) Media Marketplace
SMCT joined Calvert County and Charles County
Departments of Tourism in hosting this event in
September 2011. Approximately seventy travel
writers attended. The conference headquarters was at
the Holiday Inn in Solomons; however, a conference
lunch at Sotterley Plantation, a dinner event at
Historic St. Mary’s City and six writers’ tours
encompassing sites and attractions throughout the
county ensured exposure to SMC offerings.
Travel Writer Press Trips
SMCT participated in two War of 1812 travel writer press tours organized by the Maryland
Office of Tourism and co-hosted a multi-day writers’ tour of the Religious Freedom
National Scenic Byway with Charles County. SMCT hosted five travel writers and worked
with additional writers on stories.
Articles Generated
Southern Maryland, A Short Escape from the City or the Prefect Area for a Destination
Wedding, Downtown Diane, Wedding 411 Magazine, January 25, 2012
Cast and Blast Trip, Great Way to Enjoy the Chesapeake Bay, Doyle Dietz, Republican
Hearald.com January 22, 2012
Heaven in St. Mary’s County, Old Town Crier, Charles Oppman, January 2012
The Boys (and Girls) Club, Maryland Life Magazine,, Jason Tinney, February 2012, article
on Buzzy’s Country Store
Between Two Rivers, The Epoch Times, Life and Leisure Section, John Christopher Fine,
February 24, 2012 article on St. Mary’s and Calvert Counties
Waterman Country Offers Old World Beauty and Charm, Good Life Destinations, Carol
Martino, February 14, 2012
Top 15 Haunted Lighthouses, Coastal Living.com, March 2012
6
Fresh Crab at Island Bar and Grill House, EpochTimes.com, John C. Fine, March 2012
Blue Wind Gourmet, Maryland Life Magazine, Mike Unger, April 2012
5 Must-Sees in St Mary’s County, Maryland Life.com, Carly Smith, March 26, 2012
Living History, Dig into the State’s Past, Baltimore Magazine, Stephanie Citron, April
2012
200 Years Later, visit the Scenes of the Second War or Independence, TakingtheKids.com,
Meghan McCloskey, April 1, 2012
Fishermen’s Eating Paradise: Scheibles in Ridge, Maryland, Examinier.com, Tamar
Fleishman, April 2, 2012
Leonardtown’s Café des Artistes: Casual setting, romantic French Fare, Examiner.com,
Tamar Fleishman, April 2, 2012
St. Mary’s County, Where Maryland Got its Start, Washingtontimes.com, Tamar
Fleishman, April 24, 2012
Visiting St. Mary’s County, Where Maryland Started, Hearld-Dispatch.com, Tamar
Fleishman, April 30,2012
Religious Freedom Trail Features Catholic Sites, Catholic Review, Mary C. Truman, May
22, 2012
Maryland and the War of 1812, Philadelphia Sun.com. Renee Gordon, May 21, 2012
Go Colonial in St. Mary’s City, Maryland, San Diego Reader, Tamar Fleishman, May 31,
2012
Slow Times, Tides and Treasures, Recreation News, Martha Steger, June 2012
Lighting a Path through History, Amy Orndorff, The Washington Post Weekend, Friday,
June 22, 2012
Enjoying Chesapeake Bay Blue Crabs in Southern Maryland, Old Town Crier, June, 2012
SPECIAL PROGRAMS AND CAMPAIGNS
Get Real this Weekend Campaign
SMCT produced an online promotion and sweepstakes which ran in the Washington, D.C.,
Baltimore and Annapolis markets in conjunction with the
debut of its new website. The promotion was designed to
attract weekend visitors and drive online traffic to the new
Travel and Tourism Website. The sweepstakes included
components from Woodlawn Farm, three restaurants,
Wicomico Shores Golf Course, wineries and local sites
and attractions. Three hundred and sixty-five individuals
entered via the website and were added to our newsletter
list.
US Colored Troops Monument Interpretive Marker
SMCT combined budgeted funds with mini-grant funds
from the Southern Maryland Heritage Area Consortium
and worked with the Unified Committee for AfroAmerican Contributions to develop the marker that tells
of contributions made by black residents of St. Mary’s
County during the Civil War. The marker provides
context to the monument installed at Lancaster Park thus
enhancing the visitor experience.
7
Point Lookout State Park Civil War Museum Exhibit Enhancements
SMCT combined budgeted funds with mini-grant funds
from the Southern Maryland Heritage Area Consortium and
worked with the staff at Point Lookout State Park to update
panels and provide an introduction to the museum story
thus enhancing the visitor experience.
War of 1812 Panel Exhibits at Tudor Hall and the Patuxent River Naval Air Museum
SMCT created “hub” exhibits for Tudor Hall and
PRNAM to serve as first stops for visitors exploring St.
Mary’s War of 1812 stories. The exhibits provide an
introduction, map and literature so that visitors may
move out into the county for further exploration. The
exhibits were funded with budgeted funds combined
with mini-grant funds from the Southern Maryland
Heritage Area Consortium.
Star-Spangled National Trail and Scenic Byway
SMCT worked with the War of 1812 Committee comprised
of local stakeholders to ensure St. Mary’s County was
included on the state and national trail. These efforts
resulted in Sotterley Plantation’s inclusion on the byway.
In addition, a trail kiosk was installed at the St. Mary’s
County Welcome Center in Charlotte Hall, and one is
planned for Tudor Hall in Leonardtown, with interpretive
markers installed at four other locations in the county.
ELECTRONIC MARKETING PROGRAM
New Travel and Tourism Website
8
In FY 12, SMCT achieved a major milestone with development and debut of the new and
mobile-enabled website, as well as related stylistic templates for its social media accounts.
The website features interactive maps, a trip planner feature and search features for topics,
listings and calendar events. The project serves as the foundation for further development
of an online marketing program and moves the county to a more competitive position in
the leisure travel marketplace. It provides SMCT with flexibility to continually adjust its
marketing message and provides local tourism and hospitality industry partners a powerful
means to manage their own marketing assets (see Partner Section below).
SMCT worked with SMC Information Technology Department and with a contract team of
CDF Web Solutions, Enten Marketing and Spectrum Interactive Media. The initial contract
ran from May 2011 through May 2012 and SMCT exercised option year 1 which extends
through May 2013.The site is hosted by SMC Information Technology Department with a
content management system managed by SMCT. See V DATA AND
MEASUREMENTS: WEBSITE SATISTICS
Partner Section: Industry Partner Empowerment
SMCT’s core economic development strategy is to leverage the power of business
partnerships to increase visitation. Toward this end, the new website features a content
management system that enables industry partners to register, create and manage their
business listings, events listings and deals and package listings. This is an especially
important feature for small businesses such as charter boats or restaurants that may not
have individual websites or marketing dollars to promote themselves.
Related Messaging: New Brand
SMCT developed a new tag line based on a marketing analysis conducted in association
with the development of the website. “Real People. Real Places. Real Close.” conveys the
authenticity of the experience that characterizes the county’s tourism resources and
emphasizes its proximity to major mid Atlantic markets. The messaging is carried
throughout the website. See below.
Video Program
In conjunction with Enten Marketing, SMCT
produced a series of six “Real People” videos
featuring residents of St. Mary’s whom visitors
might encounter as they travel through the
county. The residents share what they love
about the county as well as what they do. The
videos are featured on the travel and tourism
website. The series will be expanded in FY 13.
9
Newsletter and Social Media
SMCT continued to increase its electronic presence and grow relationships with visitors
and residents via social media outlets. Users can connect to SMCT via Facebook, Twitter,
Flickr, YouTube, Google+ and Blogger. See V DATA AND MEASUREMENTS:
SOCIAL MEDIA
Facebook and Twitter: Emphasis was placed on creating conversations, promoting
sharing of content and advertising events, sites and attractions and other tourism
amenities through these networks. SMCT used Facebook and Twitter to
broadcast information about events, tourism-related specials and activities
happening in the county. To keep the look and branding consistent with the new
website, CDF Web Solutions provided new templates for the SMCT Facebook
page and Twitter profile.
Flickr, YouTube and Blogger: SMCT integrated its social media into the new
www.VisitStMarysMd.com. Flickr is now integrated into a virtual photo gallery
on the website and is employed to showcase photogenic aspects of the county.
Visitors can view the new “Real People” videos on YouTube and through an
imbedded YouTube player on the homepage of the site. Using Blogger and the
new feature boxes on the website, SMCT can provide visitors with more detailed
information about events and other tourism-related news.
Google+ and AddThis: In FY12, SMCT joined Google+ and AddThis. Google+ is a
social media site with an over 100 million user-base that
grows by 625,000 users daily. SMCT has expanded its social
media reach to include this growing internet community.
AddThis, an internet widget, allows viewers to share content from www.visitstmarys.com
via their own social media channels, and it tracks the sharing rates.
Electronic Newsletter
Subscriptions to the monthly eNewsletter have grown
by 392 in FY12. SMCT redesigned the eNewsletter,
which features deals and up-coming events, to match
the look of the new website. ENewsletter links drive
traffic back to the website and connect with other
social media. In FY13, SMCT, working with CDF
Web Solutions, will update the eNewsletter to better
reflect the new messaging/branding.
10
DIVISION PUBLICATIONS AND PRODUCTS
Destination Guide and Events Calendar
SMCT re-designed its visitor guide to a smaller format to
decrease mailing costs. It produced 60,000 copies for
distribution. The guide was also made available in digital
format on the tourism website via Nxtbook. For the period
for which data was provided (November 2011 to August
2012), a total of 2,314 visits and a total of 41,166 page
views were recorded.
SMCT published its annual events calendar, printing
30,000 units for distribution. See V DATA AND
MEASUREMENTS: PUBLICATION DISTRIBUTION
VISITOR INFORMATION CENTER
SMCT administers the contract with the St. Mary’s County Chamber of Commerce to
operate the St. Mary’s County Welcome Center at Charlotte Hall. The staff assists visitors
to SMCT and also assists with processing of fulfillment requests. They also respond to the
800 number which SMCT publishes in its print guides and advertising. Throughout FY 12,
operations at the center continued at reduced hours with cost savings utilized to fund
website development. The center returned to near fully operational schedule in FY 13. See
V DATA AND MEASUREMENTS: VISITOR CENTER FIGURES
III DESTINATION RESOURCE DEVELOPMENT
LOCAL INDUSTRY DEVLOPMENT AND RELATED ACTIVITIES
SMCT maintains robust relationships with stakeholder and industry groups and local sites
and attractions, providing advice and assistance related to industry development. FY 12
activities included the following.
Industry Bulletin
SMCT continued to produce a quarterly industry bulletin
to inform local industry stakeholders and regional and state
officials and others about industry-related events and
activities and upcoming opportunities in St. Mary’s. The
objective is to strengthen communications within the
industry and build industry cohesion.
11
New Patuxent River Naval Air Museum and Visitor Center
SMCT met several times with the PRNAM board and board of directors, as they
simultaneously addressed the change in relationship with the US Navy and challenges of
finalizing plans for construction of a new museum. SMCT offered guidance on exhibition
and visitor-related planning and available grants. SMCT will increase involvement in FY
13, as PRNAM moves more intensely into program planning.
War of 1812 Committee Activities
SMCT, in conjunction with SMC preservation planner Grace Mary Brady, formed a
county War of 1812 stakeholders committee in FY 10 which remained active through FY
12.
SMCT participated in federal and state-wide War of 1812 planning initiatives for the StarSpangled Banner National Trail and the Maryland Star Spangled Banner By-way and an
associated water trail. See Programs.
Assisting our Wineries
SMCT submitted applications for winery signage under the terms of the Maryland Tourism
and Corridor Sign program. Signs to both wineries were installed in spring of 2012. SMCT
provided marketing assistance to both SMC wineries via its cooperative advertising
program and promoted the wineries to travel writers.
Hotel Group Meetings
SMCT continued to meet on a monthly basis with St. Mary’s county hotels. All hotels are
invited to attend. The meetings serve as a forum for industry concerns and for discussion
of industry strategies and SMCT marketing with resulting impact on SMCT’s programs.
St. Mary’s County Chamber of Commerce Tourism Council (TAC) Involvement
TAC reorganized in FY 12 and produced formal by-laws and nomination procedures as
steps toward providing a more effective advisory voice to the chamber on issues and trends
that affect the tourism industry. The tourism manager serves as a council member and
provides information on SMCT activities and regional and state activities.
Town of Leonardtown / Leonardtown Business Association (LBA) Involvement
Recognizing the critical link between the growth of county tourism and the growth of
Leonardtown, SMCT continued its deep involvement with the town and LBA ensuring
integration of town activities with county efforts. SMCT continued as a member of the
Leonardtown Business Association (LBA) providing reports as a standing item at LBA’s
monthly meetings. SMCT also continued to serve on LBA’s Marketing Committee. FY 12
projects included phase 1 development of map and information kiosks and phase 2 of a
street banner campaign.
REGIONAL DEVELOPMENT AND ACTIVITIES
Southern Maryland Heritage Area Consortium (SMHAC)
The Southern Maryland Heritage Area Consortium continued regional administration of
the Maryland Heritage Area Authorities grant program as well as its successful mini-grant
program. SMHAC is funded by the three Southern Maryland Counties and the Maryland
Heritage Areas Authority.
12
SMHAC’s Marketing Committee: Destination Southern Maryland
The three regional tourism directors continue to serve as the SMHAC’s s technical
advisory committee as well as its marketing committee which operates under the rubric:
Destination Southern Maryland. The committee participated in the Pennsylvania Bus
Association Marketplace, and reprinted its regional map and guide. The committee took an
active role in War of 1812 products, see below. The three counties received the Maryland
Tourism Council 2011 Impact Award for regional marketing efforts.
Regional War of 1812 Map and Guide and War of 1812 Website
SMCT participated in the development of the Southern Maryland War of
1812 Map and Guide. 85,000 were printed and distributed to regional and
state welcome centers, at group shows and at the Star-Spangled Banner
Sailabration in Baltimore in June 2012. Destination Southern Maryland also
added a War of 1812 section to the regional website with content developed
by a St. Mary’s College of Maryland history class.
INDUSTRY ASSOCIATIONS
In FY 12, SMCT continued its active participation in the following industry and
professional associations and organizations.
•
Maryland Tourism Council
• Maryland Association of Destination Marketing Organizations
•
Pennsylvania Outdoor Writers Association
•
American Bus Association
•
Maryland Motorcoach Association
•
Virginia Motorcoach Association
•
Mid Atlantic Travel Public Relations Association
•
Maryland Office of Tourism Development
•
Public Relations Individuals of Southern Maryland
•
Travel Relocation Assistance Committee
13
IV OPPORTUNITIES AND CHALLENGES UPCOMING
Below is a summary of some of the “bigger picture” opportunities and challenges that are
facing SMCT and the local tourism industry as we move into FY 13.
Further Development of the Electronic Marketing Program
Creation of the new website is the foundation for further development of an online
marketing program. In FY 13, SMCT must build-out its electronic marketing program to
capitalize on this investment in terms of economic returns to the county.
Continuing Efforts to Engage and Empower the Local Tourism Industry
SMCT’s core economic development strategy is to leverage the power of business
partnerships—this is especially important given constraints of budget and manpower.
SMCT will continue to increase industry engagement via its online partner’s program.
Ensuring the Patuxent Naval Air Museum and Visitor Center Meets its Tourism
Potential
The new PRNAM will appeal to a broad general market and has the potential to increase
weekend occupancy at hotels located along Route 235 and build the county’s group tour
and military reunion markets. It may also serve as an anchor for further development of the
Lexington Park area. SMCT will continue active engagement with museum and
community stakeholders to help realize the museums full tourism potential.
Meeting Hotel Occupancy Challenges by Developing New Markets
A potential decrease in business travel coupled by continuing increases in room inventory
for hotels along Route 235 could result in a decrease in the amount of revenue generated
by the local accommodations tax. Therefore, the challenge to fill rooms during the
weekend with leisure travelers will become ever more critical. Occupancy from outside-ofthe-region sports tournaments is identified as a promising market. Its development depends
on creating a robust partnership with the Department of Recreation and Parks.
Garnering Economic Benefits from State Parks
As the county and stakeholders work to define an acceptable vision for Newtown Neck
State Park, the powerful economic impact of state parks on their gateway communities, in
this case, on Leonardtown, should be considered. SMCT must work with Leonardtown and
the local tourism community as they engage in this process. The addition of Welcome
signs in Spanish at businesses along South County Route 235 to Point Lookout should also
be considered as a measure to increase traffic into these establishments.
Supporting Leonardtown
Leonardtown remains the hub destination for the county. Expansion of retail and
restaurants downtown, tapping into state programs such as Arts and Entertainment District
and Main Street programs, and development of its waterfront and Tudor Hall properties all
will have profound effects on tourism in St. Mary’s County. SMCT will continue to make
collaborative efforts with the town and its business association among its top priorities.
Organizing Tourism Efforts within Community Sectors
Several communities have initiated efforts to promote themselves as distinct entities. These
include Lexington Park, the Seventh District and “South County.” SMCT has embraced
14
this approach and is adjusting its marketing strategy to promote the county as a series of
distinct areas to visit (see the “towns and communities’ concept integrated into the new
Travel and Tourism Website). SMCT will work to identify and implement programs and
promotions that support these local efforts.
V DATA AND MEASUREMENTS
PUBLICATION DISTRIBUTION
SMCT provides guides, calendars and other brochures to hotels, state and regional visitor
centers, convention and visitors’ bureaus, area sites and attractions, businesses and events.
Guides are distributed regionally by Toth Distribution Services and Getaways on Display.
SMCT also fulfills leads generated through online requests, through publications and via
an 800# and mail. In FY11, SMCT distributed 83,563 pieces; in FY12, SMCT distributed
110,617 pieces. This is an increase of 32.4%.
FY12 Publication Distribution
Visitors' Events
Calendar Other*
Guides
Brochure Distribution
1,500
950
St. Mary's Co. Welcome Center
3,850
Welcome Centers/CVBs
7,500
5,300
450
Regional Sites & Museums
6,600
2,800
800
Misc./Special Requests
1,070
270
500
Hotels, B&Bs, Camping
12,375
3,700
1,100
Travel & Trade Shows
397
200
200
Events
1,200
800
1,000
Regional Agencies & Orgs.
6,360
3,600
525
Distribution Services
23,100
0
0
Other Retail locations
3,250
1,450
0
Lead Fulfillments
10,626
220
374
Totals
76,328
28,040
6,249
Grand Total
110,617
* Group Tour Profile, Charter Boat Fishing brochure, Historic Churches brochure, African
American Heritage brochure, Southern Maryland Map and Guide, Southern Maryland War
of 1812 Map & Guide, Southern Maryland Bicycle Route brochure.
15
VISITOR CENTER FIGURES
The St. Mary’s County Chamber of Commerce operates the St. Mary’s County Welcome
Center at Charlotte Hall under contract. In FY 11 and FY 12, the center was open for
limited hours. In FY 12, the Welcome Center was open 175 days, and 1,705 visitors were
served. In FY11, the Welcome Center was open 179 days, and served 1,619 visitors. This
is an increase of 86 visitors and is a 7.74% increase of visitors per day. Of the 1,705
visitors served in FY12, 68% were from Maryland and 32% were from outside of
Maryland. Of the 1,157 visitors who were from Maryland, 39.5% were from St. Mary’s
County and 60.5% were from other counties in Maryland.
Year
20092010
20102011
20112012
Jul
Welcome Center Visitation Figures
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Total
728
541 361
306
102
28
67
75
220
312
304
311
3355
271
147 149
163
113
25
38
78
136
147
186
166
1619
273
162 153
109
115
66
60
67
140
108
281
171
1705
The center was open on a limited basis in FY 11 and FY 12.
Welcome Center Total Days Open
Year Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Total
31
31
30 31
13
12
15
7
16
29
31
30
276
FY10
19
17
17 15
12
13
14
12
12
14
17
17
179
FY11
19
14
18 14
12
13
12
12
14
12
17
18
175
FY12
FY12 Monthly Visitation Compaired with FY11
300
Monthly
Visitation FY 12
250
V is it o rs
200
150
100
Monthly
Visitation FY11
50
0
July
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
April
May
June
Month
The significant increase in visitors in May 2012 is due to the Welcome Center being a stop on the 75th
Maryland House and Garden Pilgrimage, which came to twelve sites in St. Mary’s on May 5.
16
SITES AND ATTRACTIONS VISITATION
Major sites and attractions provide the Division with visitation counts every six months. In
FY 12, visitation to local sites and attractions was 800,968 as reported. This represents
decrease of 154,994 visitors over FY 11’s reported numbers. The largest increase was at
Piney Point Lighthouse, Museum and Historic Park with a 103% increase in FY12 over
FY11. The largest decrease was the Old Jail and Tudor Hall with a 67% decrease in FY12
compared to FY11. Tudor Hall and the Old Jail were closed from Dec. 15 through midFebruary and experienced unusually high visitation in FY11. Visitation in FY12 was
affected by the hurricane in August 2011, which caused some sites to close for repairs.
Heavy rains in spring and extreme heat in the summer also affected the outdoor sites and
attractions.
Total
FY2010
Sites and Attractions Visitation
St. Clement's Island Museum
Piney Point Museum
Historic St. Mary's City
Sotterley Plantation
Old Jail/Tudor Hall
Patuxent Naval Air Museum
Point Lookout State Park
Greenwell State Park
Newtowne Neck State Park
St. Mary's River State Park
St. Clement's Is. State Park
MD International Raceway
Total
FY2011
Total
FY2012
15,272
14,423
10,087
22,502
9,580
19,408
41,081
45,973
36,919
25,570
23,524
23,334
934
2,535
832
46,227
55,784
67,232
332,992
342,331
263,528
207,332
212,187
133,911
Not open to Public
148,351
105,786
101,905
3,726
4,623
4,045
124,955
125,288
121,112
Closed for Skipjack
4,230
Renovations
5,296
7,410
6,710
1,333
1,743
2,430
2,372
4,775
7,400
982,173
955,962
800,968
Chesapeake Bay Field Lab
Historic Cecil's Old Mill
Summerseat
Port of Leonardtown Winery
TOTALS
EVENT ATTENDANCE
Based on figures provided by the events producers, in FY 12, 186,863 individuals attended
special events in St. Mary’s County, which is a decrease of less that 0.2%. Events showing
a substantial increase included the St. Mary’s Crab Festival, due to its move from a Sunday
to a Saturday and increased hours in FY12. Beerfest at Historic St. Mary’s City showed a
large decrease, likely due to this new event adjusting its programs and strategies. Event
Attendance in FY12 was affected by storms in August 2011, heavy rains in spring and
unusually hot weather through late spring and summer.
Special Events Attendance
Location
Month
St. Mary's Crab Festival
St. Mary's County Fair
Fairgrounds
Fairgrounds
June
September
St. Mary's County Oyster Festival
Fairgrounds
Juneteenth Celebration
Freedom Park
Attendance
FY 10
Attendance
FY 11
Attendance
FY 12
1,600
50,900
1,344
55,000
2,400
55,300
October
7,500
20,000
18,000
June
3,000
3,000
2,500
17
Monster Rockfish Festival
October
n/a
2,500
1000
July
326
249
155
June
424
531
304
March
500
657
400
May
n/a
1,500
631
November
610
463
571
October
n/a
255
522
September
517
1,277
472
RiverFest
Greenwell
Historic St. Mary's
City
Historic St. Mary's
City
Historic St. Mary's
City
Historic St. Mary's
City
Historic St. Mary's
City
Historic St. Mary's
City
Historic St. Mary's
City
Historic St. Mary's
City
800
800
850
Earth Day on the Square
Leonardtown
April
2,500
2,220
rained out
Tidewater Archaeology Days
Maritime Heritage Fest / MidSummer Faire
Maryland Day
Beerfest
Hearth & Home in Early
Maryland
Grand Militia Muster
Woodland Indian Discovery Days
September
Beach Party on the Square
Leonardtown
August
5,000
6,000
4,500
"LiL" Margaret Blue Grass Fest.
Veteran's Day Parade
Christmas on the Square
Taste of St. Mary's
Fall Follies
First Fridays
Leonardtown
Leonardtown
Leonardtown
Leonardtown
Leonardtown
Leonardtown
August
November
November
September
September
Jan.-Dec.
845
3,500
4,000
1,000
800
800
7,000
7,000
4,000
1,000
1,300
835
5,000
7,000
2,400
1,000
2,100
Forrest Hall Farm Corn Maze
Bowles Farm Corn Maze
Mechanicsville
Mechanicsville
Aug-Nov.
Sept.-Nov.
8,250
6,000
8,250
8,000
8,500
8,350
President's Cup Nationals
World Cup
MIR, Budds Creek
MIR, Budds Creek
Parlett Farm,
Mechanicsville
September
November
19,000
N/A
5,298
N/A
N/A
10,340
October
12,000
N/A
N/A
N/A
N/A
So. Maryland Farm Life Fest.
Waterfront Celebration &
Mothers Day Open House
Piney Point
May
Piney Point Lighthouse Festival
Spirits of Point Lookout
Piney Point
Point Lookout Light
May
October
Family Plantation Christmas
Candlelight Tours of Sotterley
Sotterley Plantation
Sotterley Plantation
December
December
Independence Day Concert
Garden Fair at Sotterley
Riverside Winefest
Ghosts of Sotterley
Sotterley Plantation
Sotterley Plantation
Sotterley Plantation
Sotterley Plantation
July
May
October
October
Christmas Doll & Train Exhibit
St. Clement's Island
December
Potomac Jazz & Seafood Festival
Maryland Day
Blessing of the Fleet
River Concert Series
St. Clement's Island
St. Clement's Island
St. Clement's Island
St. Mary's College
July
March
October
June-July
Monster Rockfish Tournament
Gates of Summerseat
St. Mary's County
Summerseat Farm
October
October
Total
402
Cancelled
n/a
286
1,600
N/A
1,600
n/a
n/a
1,030
485
1,005
573
n/a
992
6,627
n/a
325
293
5,005
1,055
325
130
3,967
1,490
547
280
890
1,200
101
8,200
40,000
850
105
4,500
32,000
920
150
1,704
35,000
n/a
n/a
500
400
n/a
810
186,739
187,158
182,096
Miscellaneous Events Total Attendance as Reported by Sites to SMCT
Total
4,740
186,836
18
WEBSITE STATISTICS
The new website and Get Real campaign launched June 2012. There is a notable increase
in the number of site visits and pages viewed per visit after the launch. June saw an
increase of 5,985 site visits and a 335% increase in pages compared to May.
Month
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Total
Returnin
Site
Page
Average
g Visitors
Visits/
Views/
Pages/
New
Month
Month
Visit
Visitors
6,124
16,539
2.70 73.04%
26.96%
5,860
14,419
2.46 69.78%
30.22%
4,927
12,235
2.48 68.34%
31.66%
4,792
10,632
2.22 67.51%
32.49%
3,336
7,343
2.20 66.43%
33.57%
2,412
5,309
2.20 68.41%
31.59%
2,702
6,802
2.52 78.20%
21.80%
2,760
7,187
2.60 77.64%
22.36%
3,833
10,183
2.66 75.61%
24.39%
4,974
12,229
2.46 68.07%
31.93%
5,994
16,715
2.79 69.60%
30.40%
11,979
50,965
4.25 73.70%
26.30%
59,693
170,558
2.86 71.36%
28.64%
New vs. Returning Visitors
29%
New
Visitors
71%
Site Visits/ Month
14,000
11,979
12,000
10,000
8,000
6,000
6,124 5,860
5,994
4,927 4,792
3,336
4,000
3,833
4,974
2,412 2,702 2,760
2,000
0
Jul-11 Aug- Sep- Oct11
11
11
Nov- Dec- Jan11
11
12
Feb12
Mar12
Apr12
May- Jun12
12
19
Returning
Visitors
SOCIAL MEDIA
The data here reflects the second half of FY12 only. Data from July 2011 - December 2011
is not available due to technical changeovers in the sites and tracking programs. At the end
of FY12, SMCT had a total of 1,237 likes on Facebook. According to etourism.org, the
average number of likes for a travel and tourism site is 808. SMCT’s social media
engagement was lower than average in May due to fewer postings by SMCT.
Facebook Statistics
January
February
March April
May
June* Total
13
16
14
14
10
20
87
Number of Posts
Users Talking About
SMCT1
Total Likes 2
Engaged Users 3
Total Reach4
Total Impressions5
57
1130
118
2273
10385
67
1152
157
3093
13309
69
1181
121
3144
11504
70
1197
127
3690
13649
78
1214
122
3565
15295
128
1237
257
9635
50177
469
1237
902
25400
114319
1.
The number of people sharing stories about the SMCT Facebook page. These stories include liking the
page, posting to the page, liking, commenting on or sharing one of SMCT’s posts.
2. Total number of people who have liked the SMCT Facebook page.
3. The number of unique users who engaged with the SMCT Facebook page. Engagement includes any
click or story created.
4. The number of unique users who have seen any content associated with SMCT Facebook page.
5. The total number of times any content associated with the SMCT Facebook page was seen by any user
or visitor.
* SMCT ran Facebook ads as part of the Get Real the Weekend Sweepstakes. These ads bolstered the
Reach and Impressions counts.
Total Likes
1260
1240
1220
1200
Total
Likes
1180
1160
1140
1120
1100
1080
1060
January
February
March
April
May
June
Face book Re ach and Im pr e s s ions
60000
Total Reach
50000
40000
30000
20000
Total
Impressions
10000
0
January
February
March
A pril
May
June
m onths
20
Twitter Statistics
January
February
March April May June Totals
Number of Tweets
22
35
31
28
8
33
157
New Followers
20
11
19
20
13
16
99
Total Number of Followers
325
336
349 365 368
385
385
Number of Interactions*
14
9
18
9
5
12
67
* Number of times followers mention (@SMCTourism), re-tweet or favorite St. Mary’s County Tourism
tweet.
Tw itter Statistics
40
35
Number of
Tweets
30
25
New
Followers
20
15
10
Number of
Interactions
5
0
January
February
March
April
May
June
LOCAL TAX REVENUE
Accommodations Tax and Hotel and Admission/Amusement Tax Revenue
FY 2008
FY 2009
FY 10
FY 11
FY 12*
Accommodations Tax
$570,441
$634,659
$730,992
$788,689
$840,638
AA Tax
$112,802
$104,344
$ 84,636
$72,649
$121,047*
*As of mid-August, 2012. Final figures to be provided by Finance upon audit completion.
The Accommodations Tax represents revenue from the county’s fifteen hotels with a room
inventory of 1,142 rooms. This includes two hotels added in 2012: Comfort Inn (55 rooms)
and Home2 Suites (100 rooms). The tax rate is 5% and applies only to hotels. B&Bs are
excluded.
21
TOURISM TAX CALCULATION
Total Sales Tax Code Collections
108
111
112
306
407
706
901
925
Sales Tax Category
Restaurants,
Lunchrooms,
Delicatessens
WO/BWL
Hotels, Motels selling
food W/BWL
Restaruants,
Nightclubs W/BWL
FY 2012 Collections
FY 2011 collections
% Change
3,533,321
3,335,130
5.9
72,722
42,859
69.7
3,527,627
3,188,323
10.6
General Merchandise
Automobile, Bus,
Truck Rentals
2,120,041
2,271,832
(6.7)
1,293,625
856,566
51.0
Airlines
Hotels, Motels,
Apartments, Cottages
Recreation and
Amusement Places
Tourism Tax
Catgories Subtotal
-
-
-
847,582
867,204
(2.3)
17,516
18,206
(3.8)
11,412,434
10,580,120
7.9
920,304
910,063
1.1
7,060,948
6,523,453
8.2
1,100,592
5.9
42,589
69.7
1,052,146
10.6
Lodging Subtotal
Restaruant Subtotal
TOURISM TAX FACTOR
108
111
112
306
407
706
901
925
Tax Category
Restaurants,
Lunchrooms,
Delicatessens
WO/BWL
Hotels, Motels selling
food W/BWL
Restaruants,
Nightclubs W/BWL
General Merchandise
Automobile, Bus,
Truck Rentals
Airlines
Hotels, Motels,
Apartments, Cottages
Recreation and
Amusement Places
Total
33%
100%
33%
5%
1,165,995
72,722
1,164,116
106,002
113,591
(6.7)
90%
1,164,262
770,909
51.0
50%
-
-
-
100%
50%
847,582
8,758
4,529,437
867,204
(2.3)
9,103
(3.8)
3,956,134
14.5
22
FULFILLMENTS BY MONTH
Brochure
Visitors
Guides
Calendar
of Events
Historic
Churches
Bike Map
Chamber
Road
Map
Fishing
Fulfillments by Month
Nov Dec
Jan
Feb
Jul
Aug
Sep
Oct
Mar
Apr
May
Jun
1618
1174
39
17
44
16
113
15
25
15
2
5
11
0
0
0
1
0
0
0
0
0
0
4
3
7
7
6
4
1
1
40
36
1348
3590
1997
10032
27
20
24
28
18
30
220
0
0
0
0
0
10
0
0
0
0
0
0
20
20
11
0
3
0
2
2
3
8
3
3
4
12
7
5
10
removed
48
47
0
1
0
0
0
2
2
0
0
0
0
3
1
3
0
2
1
2
2
6
8
2
8
38
6
14
8
1
4
6
5
4
9
11
9
23
100
4
4
20
20
13
13
SoMD
Map
29
29
SoMD
Trails
Guide
20
20
19
2183
19
10626
Driving
Tour
AfricanAmerican
Heritage
Water
Trails
Group
Planner
Pax Wine
Trail
Religious
Freedom
National
Scenic
Byway
SoMD
1812
Total
These brochures began being offered via the Brochure Request
Form on the new website in June. Out-dated and out-of-print brochures
were removed from the new order form.
1649
Grand Total
1230
75
22
58
38
154
87
82
1414
3634
Total
5
10626
23
FULFILLMENTS BY LEAD SOURCE
SMCT distributed 10,626 pieces of literature to fulfill leads in FY12. In FY11, SMCT
distributed 12,532 pieces. The drop of 1,906 is due to movement toward electronic
information available online and bulk leads coming from publications in May-August
2012, whereas they arrived in April - July in 2011.
Source
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
2
0
0
0
34
0
58
0
0
15
0
0
0
0
0
0
0
2
0
0
0
0
0
0
0
0
0
0
0
0
1
0
196
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
48
15
11
10
37
5
0
1289
0
0
0
1085
0
0
32
Maryland.com
4
Travelmeredith.com
visitstmarysmd.com
Publications
AAA
Better Homes &
Gardens
Family Circle
Magaizne
Group Tour Kits
Ladies Home
Journal
Madden Media
MD Co-op Ad
Madden Media
Spring 2012
MidWest Living
More Reader
Services
Oprah Magazine
USA Today
USA Weekend
Rec News
Jul
Apr
Total
May
Jun
0
165
117
376
0
96
701
606
1418
0
1
0
0
0
18
930
1
0
1
932
22
0
0
0
0
0
0
0
0
87
0
108
0
195
196
0
0
0
0
0
0
249
249
0
2
0
0
0
4
235
164
489
0
0
0
0
0
0
2
126
0
170
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
972
0
213
0
1120
40
159
0
693
0
0
0
5159
40
372
32
1
1
1
1
3
20
10
2
16
5
4
68
3
5
2
0
0
0
0
0
0
0
0
0
10
20
24
14
5
9
12
9
19
27
21
18
42
220
2
14
7
1
0
0
21
6
4
4
3
13
75
0
31
1649
1
48
1230
0
40
75
0
5
22
0
14
58
0
21
38
4
41
154
4
47
87
3
46
82
2
66
1414
0
44
3634
0
186
2183
14
589
10626
Oprah Magazine
Websites
Other Sources
Phone & 800#
Schools/ mail
Other*
Total
Grand Total
10626
* Other includes requests from hotels and businesses, sites and organizations.
24
FULFILLMENTS BY STATE, RANKING ORDER
PA
NY
MD
FL
NJ
OH
TX
VA
IL
10
11
State
Pennsylvania
New York
Maryland
Florida
New Jersey
Ohio
Texas
Virginia
Illinois
North
Carolina
California
Number
of Leads
953
924
606
601
481
409
364
362
349
NC
CA
323
299
36
37
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Georgia
Michigan
Massachusetts
Indiana
Connecticut
Missouri
South Carolina
Tennessee
West Virginia
Minnesota
Delaware
Kentucky
Oklahoma
Colorado
Wisconsin
GA
MI
MA
IN
CT
MO
SC
TN
WV
MN
DE
KY
OK
CO
WI
252
212
187
176
172
169
147
137
134
99
97
88
87
81
81
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
Rank
1
2
3
4
5
6
7
8
9
Rank
27
28
29
30
31
32
33
34
35
State
Iowa
Arizona
Kansas
Alabama
Louisiana
Washington
Arkansas
Mississippi
Oregon
New Hampshire
Maine
Washington,
D.C.
Rhode Island
Nebraska
New Mexico
Nevada
Utah
Vermont
Idaho
Montana
North Dakota
Hawaii
Alaska
South Dakota
Wyoming
Puerto Rico
IA
AZ
KS
AL
LA
WA
AR
MS
OR
Number
of
Leads
77
70
69
68
63
62
54
51
51
NH
ME
48
44
DC
RI
NE
NM
NV
UT
VT
ID
MT
ND
HI
AK
SD
WY
PR
41
36
34
31
29
29
27
17
10
10
9
6
6
6
1
OUT-OF-COUNTRY
LEADS
Canada
159
UK
2
25