TABLE OF - Sevierville Chamber of Commerce

T ABLE OF C ONTENTS
1
Letter From Brenda McCroskey,
8
Sevierville Visitor Center Goals
Chief Executive Officer
2
Role of the Marketing Committee
3
Marketing, Advertising & Media
4
Web Site Goals
5
Inquiries / Tracking
9
Sevierville Special Events
10
Economic Impact
12
Sevierville in the Media
13
Top Markets and Research
6
Social Media Plan
7
Collateral
SEVIERVILLE 2015 - 2016 MARKETING PLAN
MISSION STATEMENT
The Sevierville Chamber of Commerce is dedicated
to the promotion of tourism, industry and economic
growth while preserving our history and heritage in
Sevierville and Sevier County.
MARKETING PLAN CONCEPT
AND DEVELOPMENT BY:
Sevierville Chamber of Commerce
Brenda McCroskey - Chief Executive Officer
Chad Branton - Technical Operations
Scott King - Director of Sales
Amanda Maples-Marr - Director of Marketing
Other Contributors
Sevierville Chamber of Commerce
Marketing Committee
Roland Langley - Graphic Design
L ETTER FROM THE C HIEF E XECUTIVE O FFICER
Sevierville was recently named
among “The 20 Best Small Towns
to Visit in 2015” by Smithsonian
Magazine. With ample tourism
related growth in the last fifteen
years, plus a prime location in
the foothills of America’s most
visited national park, it’s easy to
understand why. A recent boom
in development has brought more
than 1,300 new hotel rooms to the
Brenda McCroskey
city as well as a new convention
center, adventure attractions,
wineries, distilleries, restaurants and retail. These new tourismbased developments and businesses are helping Sevierville grow
and attract more visitors each year.
In the past fiscal year, Sevierville posted a 7 percent increase
in taxable lodging sales over the previous year and a 4 percent
increase in sales tax collections. With a “business friendly”
reputation, more than 11 million annual visitors and over
$3 billion in annual taxable sales, Sevierville and the Smoky
Mountains continue to draw solid interest from investors and
developers.
Not only have lodging and sales tax figures grown, but several
new restaurants have also opened. New attractions are under
construction. Major retail projects are nearing completion. This
consistent growth is due in part to Sevierville’s convenient driveto location, the natural beauty surrounding our city, the variety
of activities in the area and the value that our visitors receive.
Continually promoting Sevierville’s tourism product is key
to the city’s success. Beginning in July of 2013, Sevierville
implemented a 2 percent hospitality tax on food, lodging
and attractions that has made additional funds available for
expanded marketing programs which reach into new markets.
At the completion of the 2014 fiscal year, the Sevierville
Chamber of Commerce showed a 26 percent increase in
requests for Sevierville Vacation Planners over the previous year
and a 15 percent increase by the end of the 2015 fiscal year.
This is a key measure of the success of advertising placement
and messaging.
As we look forward to the future in Sevierville, it is easy to see
the promise of continued growth and economic strength. With
each passing day, Sevierville develops a stronger economic
position as a tourism destination and becomes more dynamic
in its ability to serve both visitors and locals. It is truly
amazing to see how Sevierville’s growth over the last decade has
reinvented this Smoky Mountain town as the destination of
choice among visitors and businesses alike.
Sevierville has focused on public projects that will help market
Sevierville as a desirable destination. Chief among these is the
Sevierville Convention Center complex, a multi-million dollar
project which opened in September of 2007. This large facility
regularly hosts multi-day events for thousands of out-of-town
guests, making a positive impact on our economy. In addition,
The Sevierville Golf Club, which is situated just outside
the Sevierville Convention Center, has two new 18-hole
courses which are receiving rave reviews from tournaments
and individual players. The combination of these elements
in one location allows Sevierville to better serve the trade
and competitive arts show markets while also providing new
entertainment options for our guests. But Sevierville has also
earned a reputation for being business friendly and actively
works to bring large-scale private developments to the city.
Wilderness Resort at the Smokies, a privately developed 702
unit luxury water park resort, serves as the anchor lodging
property for the Sevierville Convention Center and has
enjoyed high occupancy rates since it opened in 2008. Other
recent developments include the land surrounding Exit 407
on Interstate 40, which is the site of Bass Pro Sevierville and
Tennessee Smokies Baseball Stadium. Projects currently under
construction include retail based developments along Highway
66 and two new attractions in the Governor’s Crossing
complex.
Convenience for area visitors is a high priority for our
organization. That is why the Sevierville Chamber of
Commerce is extremely proud of the partnership with Friends
of the Smokies and the Great Smoky Mountains National Park
Association. These two organizations have offices and retail
stores at the Sevierville Visitor Center on Highway 66. Friends
of the Smokies has its national headquarters on site and the
Great Smoky Mountains National Park Association opened
SEVIERVILLE 2015 - 2016 MARKETING PLAN
its newest information center on the main level giving visitors
up-to-date national park information and the opportunity to
purchase park souvenirs.
While Sevierville continues to expand its tourist appeal
through new retail and attractions, Sevierville’s leadership, both
state and local, continues to focus heavily on infrastructure
improvements. Currently, Highway 66, which serves as the
main access road for our area, is undergoing the final phases of
a widening project to ease traffic congestion. The first phases
of this project are complete and have already alleviated some
traffic congestion by offering an additional lane on both the
north and southbound sides of the highway. Further, Interstate
40 exit 407, which serves as the main interstate off-ramp for
Smoky Mountain visitors to Sevierville, Pigeon Forge and
Gatlinburg, has recently undergone a redesign. The new traffic
pattern, referred to as a “diverging diamond”, is now open and
has increased the exit’s ability to handle large volumes of traffic.
As Sevierville’s tourism economy grows, so does its population.
To meet the needs of our residents, new service facilities have
recently opened. These include LeConte Medical Center,
which was named the most beautiful hospital in the United
States (2013) by Soliant Health, the 40,000 square foot
King Family Public Library, the Mountain Home Veterans
Administration Medical Center and several community college
campuses.
This is only the beginning of an exciting time for Sevierville
and the Sevierville Chamber of Commerce looks forward to
continued planned growth and improvements throughout the
area.
The Sevierville Chamber of Commerce continues to welcome
your interest in Sevierville and stands prepared to assist in any
way possible . . . just let us know what we can do for you!
Brenda McCroskey
Chief Executive Officer
Sevierville Chamber of Commerce
1
R OLE OF THE M ARKETING C OMMITTEE
The Sevierville Chamber of Commerce has worked
to market the City of Sevierville as a weekend getaway
and vacation destination. The Chamber is the marketing
arm of the City of Sevierville and therefore has the
responsibility of not only providing benefits to its
members and the community, but also continually
increasing the number of visitors to Sevierville. The
following is the marketing plan for the City of Sevierville
and the Sevierville Chamber of Commerce. We hope you
can use this as a reference guide to further understand
what the Chamber does and how we can help your
business.
ROLE OF THE
MARKETING COMMITTEE
The Chamber receives guidance on the positioning
and overall image of Sevierville from the Marketing
Committee. Bi-monthly meetings allow the Chamber
Marketing Committee to continually evaluate the goals
and strategies set forth in the marketing plan. The
Marketing Committee also assists in the development
of the Chamber’s annual marketing plan, advertising
campaigns, media placement and overall direction of
special events. This committee is made up of selected
and appointed Chamber members as listed below and
reports to the Board of Directors about all marketing
programs. Committee members are selected by the
Chamber President from the following segments of the
membership to serve one-year terms.
COMMITTEE MEMBERS
• Chairman-Must be a current Board Member
• President of the Board of Directors
• Two Board Members
• One representative appointed by the Sevierville Hospitality Association
• One representative appointed by the City of Sevierville
• Two members appointed from membership divisions 1
and / or 2
SEVIERVILLE 2015 - 2016 MARKETING PLAN
2
M ARKETING, A DVERTISING & M EDIA
The Sevierville Chamber of Commerce plans an
extensive advertising schedule based on visitor trends,
research data and input from the marketing committee.
Ad creative for each placement is customized to the type
of media, demographics and editorial calendars of each
advertising placement.
Center and major attractions in appropriate publications.
GOALS
• Use the strengths of Sevierville to bring more tourists to the city.
• Increase the number of annual inquiries by two percent.
STRATEGIES
• Position Sevierville as the Smoky Mountains city with the newest and best lodging, shopping and attractions.
• Continue to use Sevierville’s strengths such as proximity to the Great Smoky Mountains, Dolly Parton, shopping and Wilderness at the Smokies Water Park Resort in collateral and promotions.
• Seek out new and untapped market segments for Sevierville.
• Update photography and advertising for 2015-16.
• Utilize research to better understand the spending and vacation habits of Sevierville’s visitors and more
closely target our key market segments.
• Try new publications / media outlets to more closely
target Sevierville’s visitor demographics.
• Increase frequency and sizes of ads in publications/ media outlets producing significant leads.
• Utilize social media to promote brand awareness and increase visitor loyalty to Sevierville.
• Continue use of billboard advertising to promote awareness of Sevierville and exit 407.
• Continue to participate in co-op advertising with the State of Tennessee, Smoky Mountains Tourism Development Council, the Sevierville Convention SEVIERVILLE 2015 - 2016 MARKETING PLAN
2015-2016 Media Flow Chart*
PRINT ADVERTISING
Escape to the Southeast
Country Living
Good Housekeeping
Woman’s Day
Adventure Outdoors
Oprah
Best of America
STS - Digital Storytelling
Marketshare
Smoky Mountain Living
CrossPoint
Pzazz Magazine
Memphis Grizzlier Yearbook
Nashville Predators Yearbook
Great Vacation Getaways
Garden & Gun Magazine
Southern Jewish Life
AAA World
AAA Home & Away
AAA Go
The Griffon
Travel Advertising Group
Country Weekly
Midwest Living
Lifeway
Endless Vacations
Sports Destination Management
Audubon
Guest Quest
Food & Travel Magazine
Readers Digest
Nashville Lifestyles Magazine
Compass - Fall & Spring Travel Planner
Family Travel Insert, SE/MA
City Regional Magazine
AJC
Atlanta Magazine
SouthBound Magazine
American Road
America’s Best Vacations
• Emphasize the value associated with vacationing in Sevierville.
*Additional media plans will be added once they are approved.
JUL AUG SEP
OCT NOV DEC JAN FEB MAR APR MAY JUN
3
W EB S ITE G OALS
The Chamber creates and maintains its numerous
award-winning web sites in-house. The Chamber
currently owns 29 individual domain names that are
actively used to drive traffic to Sevierville related content.
Sevierville’s tourism site, VisitSevierville.com, presents
its visitors with a user-friendly navigational menu, an
online booking engine for lodging, pdf and digital
editions of print collateral, video media, social friendly
images, a shareable events calendar, itineraries, coupons,
request forms for the Sevierville Vacation Planner and
the Sevierville Group Tour Planner, a content search
engine, an e-newsletter sign-up form for the Great Escape
Newsletter, local weather, interactive maps and more.
A new online marketing campaign has been implemented
in order to increase Sevierville’s nightly stays, web visits
and search engine rankings. To measure campaign
progress, the Chamber retains detailed web site traffic
statistics that are also referenced to assist in making site
improvements and ad buys.
The Chamber understands the important role that mobile
devices, mobile sites and mobile apps play in leisure
travel planning and will continue to build web content
that is responsive to tablets and smart phones. Available
on iTunes and Google Play, the Visit Sevierville Mobile
App features push notifications, updated tours, coupons,
social sharing capabilities and more. The app is free and
compatible with desktop computers, smart phones and
tablets.
The Sevierville Chamber of Commerce has built an
e-newsletter subscription base of over 100,000 people
interested in visiting Sevierville. These subscribers receive
an e-newsletter each month that features exclusive travel
deals and intro copy designed to drive subscribers to book
travel in Sevierville and visit our website. The Chamber
uses email tracking software to gather statistics about how
users interact with the e-newsletter and continually tweaks
the content to further optimize those results.
Sevierville’s signature special event, Bloomin’ Barbeque
& Bluegrass, can be found on the web at BloominBBQ.
com. This site offers various downloads for registration,
archives past event winners and informs cookers, vendors,
media and visitors of the upcoming event. The Sevierville
Chamber of Commerce also provides design and support
services to other City of Sevierville web sites such as
SeviervilleGolf.com and SeviervilleConventionCenter.com
allowing us to cross promote multiple City of Sevierville
venues.
For Chamber members, SCOC.org has member-specific
editing capabilities, a Membership Directory, Activities
Calendar, a County-Wide Events Calendar, member-tomember discounts (ePons) and business and marketing
resources.
 
GOALS:
• Increase the numbers of booked nightly stays, web site visits, app downloads and information requests.
• Provide a professional online representation of the City of Sevierville, the Sevierville Chamber of Commerce and its members.
• Supply accurate content that is useful and appealing to vacationers, persons moving to our area, businesses that are relocating, potential Chamber members, current Chamber members, group tour coordinators, the media and our local community.
• Offer online support for individuals needing personal attention with information pertaining to Sevierville.
STRATEGIES:
• Prominently feature the Jack Rabbit booking engine on all pages of VisitSevierville.com (which allows web users to search all Sevierville lodging availability and rates before booking).
• Include web site address prominently in all media with an emphasis on driving them to our various web sites by using contests and special promotions.
SEVIERVILLE 2015 - 2016 MARKETING PLAN
• Continue to improve our current internet presence by being mindful of internet trends and advances in technology.
• Maintain a well-trained and educated design / technical staff for our internet operations.
• Employ designs that are consistent with our current advertising campaigns and printed materials.
• Develop web features that are practical, functional and convenient.
• Continue building Sevierville’s e-marketing database.
• Incorporate advances in mobile technology by launching alternate or responsive versions of our web sites that are optimized for mobile devices.
• Use social networking and media sites like Facebook, Twitter, Pinterest, Instagram and YouTube to increase awareness of Sevierville and boost visitation to our sites.
• Continue to launch targeted online ad campaigns that make use of animations, videos and contests to draw users to our sites.
4
I NQUIRIES/ T RACKING
Inquiries/Tracking
The Chamber keeps track of all leads generated from
advertising placements. Reader responses are received on a
weekly basis and inquiries also come in through a variety
of other channels, including directly through the official
website VisitSevierville.com. Each request for information
is sent to a mail fulfillment agency (The Thomas Group)
for Vacation Planner distribution. An ongoing report is
generated to keep track of monthly lead reports for each
publication. The Thomas Group guarantees that each
brochure request is fulfilled within 48 hours. Each person
who requests Sevierville information receives a packet filled
with the Sevierville Vacation Planner and the brochures or
rack cards of individual properties. To participate in the
Mail Fulfillment program, contact The Thomas Group at
(865) 453-3978.
Visitors can also download
a pdf of the Sevierville
Vacation Planner, Group
Tour Planner and Coupon
Book at VisitSevierville.com.
During the last fiscal year, the Sevierville Chamber of
Commerce mailed over 200,000 Sevierville Vacation
Planners.
FY 2014: 226,678 Leads fulfilled
FY 2015: 265,280 Leads fulfilled - 15% increase
LEADS
LEADS FULFILLED
FULFILLED
WERE
WERE UP
UP
15
2013-2014 Inquiries
2014-2015
Inquiries
PUBLICATION
Compass
American Road
Audubon
Guest Quest
Oprah
Best of America
Readers Digest
Blue Ridge Country
Escape to the SE
Visit Sevierville Leads
Parents
Family Circle
Travel Meredith
Ladies Home Journal
Jul
Aug
Sep
Oct
Nov
Dec
5680
0
33
327
1250
2278
6
76
12
1147
14
72
7
22
2554
126
100
178
1580
1061
244
35
10
741
11
58
8
5
1313
0
92
131
3283
1352
32
13
9
336
2
2
2
0
490
0
30
304
1527
1156
18
3
2
259
0
0
2
0
3526
18
98
279
451
1862
70
12
561
912
43
382
10
96
1935
0
30
381
955
1037
54
83
6
941
15
102
4
37
Better Homes & Gardens
390
122
57
20
0
0
Family Fun
Bridal Guide
Great Getaways
Great Vacations
Midwest Living
AAA Journeys
Marketshare
Southern Living
TN Vacation Planner
Traveler Fun
146
288
834
451
247
15
17
20
185
1
55
286
410
0
82
0
0
13
233
0
10
180
1538
0
276
0
1057
9
130
2
12
160
1763
0
126
0
9
484
118
1
6
100
899
0
100
0
4
156
86
0
0
82
281
0
63
0
0
46
84
0
Jan
Mar
Apr
May
Jun
TOTAL
132
1631
43
656
0
2598
178
3
0
1338
1
2
0
0
97
0
143
372
737
0
165
116
0
1622
1
1
0
0
5005
0
58
548
1917
0
91
28
23
3966
2
5
0
0
3209
391
82
512
3095
0
58
195
7
1323
268
1259
7
0
5056
465
61
301
2294
678
612
70
0
1051
105
445
30
0
29644
2631
873
4592
18198
13136
1600
634
633
14709
461
2231
71
160
3
9
11
1
0
0
613
1
105
252
0
21
0
124
49
225
6
2
154
957
0
14
0
16
37
151
1
0
122
2621
0
14
118
7
18
327
2
2
76
5359
540
5
109
60
15
218
304
158
56
3301
1673
1
163
31
7
109
38
136
61
3447
1283
126
132
7
9
269
1
528
1670
21661
3947
1075
537
1332
863
2135
356
647
0
103
603
1109
1114
72
0
3
1073
1
5
1
0
Feb
Smoky Mountain Living
130
0
46
0
58
43
0
0
55
0
44
0
376
Endless Vacations
American Civil War
Consumer Show Leads
AAA Living
AAA Home & Away
Travel 50 & Beyond
Madden-STS Insert
ABV Southeast
Kentucky Living
ABV Southwest
South Carolina Guide
Lifeway
American History
Georgia Magazine
Facebook Leads
AAA World
Paid Inquiries
AAA Living South
People Southwest
108
0
93
265
70
38
0
0
17
192
10
16
514
540
482
135
560
1169
993
11
0
338
10
6
15
4241
3239
82
2403
14
0
0
0
0
4
1365
0
0
0
740
43
0
107
0
0
213
1957
0
0
0
0
6
169
33
0
238
950
0
0
415
0
0
0
0
2
281
115
6944
304
0
0
52
0
89
0
0
0
0
0
1
0
0
0
71
88
0
863
219
398
419
0
0
0
0
0
1
0
0
0
201
7786
417
276
0
810
126
113
181
3880
1313
0
0
0
0
0
0
0
10
18339
98
592
165
0
665
0
151
54
2888
317
0
0
0
13
464
0
5157
0
3487
0
0
61363
1189
779
3631
1856
995
1545
15915
5862
82
2403
740
23
914
115
12101
282
29612
515
592
61363
13,248
7,209
14,486
13,813
18,321
6,513
8,012
16,901
7,066
28,724
TN Dept. of Tourist Dev-Promo
TOTAL
SEVIERVILLE 2015 - 2016 MARKETING PLAN
41,725 91,363 265,280
5
Social Media Plan
Social Media allows us another opportunity to reach
potential visitors and interact with them to build brand
awareness and brand loyalty. Currently, Sevierville
maintains a presence on Facebook, Pinterest, Twitter,
Instagram and YouTube.
www.fb.com/sevierville
www.pinterest.com/sevierville
www.twitter.com/sevierfun
www.instagram.com/VisitSevierville
www.youtube.com/visitsevierville
 
FACEBOOK
GOALS:
• Build brand awareness and loyalty.
• Generate additional vacation planner requests.
• Generate additional visits to VisitSevierville.com.
STRATEGIES:
• Update wall posts daily.
• Include links to VisitSevierville.com and Sevierville Chamber member’s sites as often as possible.
• Utilize Facebook as a platform for contests.
• Continue to promote our fan page with ads.
• Measure progress monthly of engaged users, lifetime likes.
• Track impressions and response rates on posts to PINTEREST
INSTAGRAM
GOALS:
GOALS:
• Build brand awareness and loyalty.
• Build brand awareness and loyalty.
• Generate additional visits to VisitSevierville.com.
• Maintain a Sevierville presence on this social media STRATEGIES:
platform.
• Increase the number of inspirational, pinnable images STRATEGIES:
on VisitSevierville.com.
• Post images to Instagram that portray Sevierville as a • Populate Sevierville related blogs with quality, pinnable fun, beautiful destination.
images.
• Link all images back to Sevierville promotional sites or YOUTUBE
blogs or member sites or blogs.
GOALS:
• Add Pinterest icon and url to email signature, • Build brand awareness and loyalty.
marketing materials and electronic communications.
• Generate additional views of promotional Sevierville TWITTER
videos.
STRATEGIES:
GOALS:
• Promote Sevierville YouTube Videos via social media.
• Build brand awareness and loyalty.
• Generate awareness of events, attractions and happenings in Sevierville, especially with members of • Promote Sevierville YouTube Videos via marketing the media.
Sevierville Chamber websites.
materials (vacation planner, app., etc.).
• Promote Sevierville YouTube Videos via official STRATEGIES:
• Follow relevant groups or individuals.
• Track mentions about Sevierville and retweet relevant comments.
• Provide relevant content like tips, event info, etc.
• Engage with followers.
• Measure progress monthly – followers, interactions and mentions.
discover trends in fan preferences.
• Add Facebook icon and url to email signature, marketing materials and electronic communications.
SEVIERVILLE 2015 - 2016 MARKETING PLAN
6
C OLLATERAL
COLLATERAL
Promotional pieces are essential to bringing visitors
to Sevierville. Each year, the Sevierville Chamber of
Commerce receives more than 200,000 phone calls,
emails and requests for vacation planning, group travel
and relocation information. To meet this growing
demand, the Sevierville Chamber of Commerce has
developed several promotional pieces to build the city’s
image as a destination. Here is a sampling of what the
Sevierville Chamber of Commerce has to offer:
SEVIERVILLE MAIL FULFILLMENT
Once the inquiry is received, a Sevierville Promotional
Packet is sent to the inquirer. This packet includes
the Sevierville Vacation Planner and a sampling of
brochures on area attractions, entertainment venues and
accommodations. For more information about becoming
part of this packet, please contact The Thomas Group at
(865) 453-3978.
success and provides an excellent advertising vehicle for
Sevierville Chamber of Commerce members.
GROUP TOUR PLANNING GUIDE
This handy, four-color planning guide has just
about every bit of information a group tour planner
needs to know about Sevierville. From lodging tax
rates to group discounts, this guide provides a grid of
detailed information about Sevierville’s restaurants,
accommodations, attractions and services.
SEVIERVILLE COUPON BOOK
This has become one of the most popular pieces of
collateral the Sevierville Chamber of Commerce offers
area visitors. It allows Sevierville Chamber member
businesses to target tourists with money saving coupons.
The coupon books are distributed at area visitor centers
and are also available to download at VisitSevierville.com
and through Sevierville’s mobile application.
SEVIERVILLE VACATION PLANNER
The most requested piece of collateral and the
centerpiece to the Sevierville marketing portfolio is
the Sevierville Vacation Planner. This glossy, four-color
brochure is rich with detail on Sevierville’s attractions,
incredible scenery, outdoor activities, shops, festivals
and special events. The brochure is updated annually
and includes maps of the area along with information
about accommodations, restaurants and services. The
400,000 vacation planners printed each year are sent to
individuals requesting vacation information on Sevierville
and are distributed throughout area businesses and state
welcome centers. The planner has proven to be a huge
SEVIERVILLE 2015 - 2016 MARKETING PLAN
7
S EVIERVILLE V ISITOR C ENTER G OALS
The Sevierville Visitor Center is located on Highway
66 / Winfield Dunn Parkway and is the first opportunity
for visitors to get official city information when entering
the Smoky Mountains area. Sevierville Chamber
members are allowed to display approved brochures
promoting their business in the Sevierville Visitor Center.
In addition, the Sevierville Chamber has partnered with
Friends of the Smokies and the Great Smoky Mountains
Association to provide visitors with official national park
information and park merchandise at the Sevierville
Visitor Center.
Goals:
• Maintain knowledgeable information specialists.
• Maintain an enjoyable environment for visitors.
• Increase the number of first-time visits to the The Visitor Center Hours of Operation: Daily 8:30am to 5:30pm
Sevierville Visitor Center.
• Provide a variety of current tourist information • Work with area receptive companies to entice motor • Increase the number of repeat visits to the Sevierville to visitors including accommodations, restaurants, coach groups to stop by the Sevierville Visitor Center Visitor Center.
attractions, events and activities.
on their way into and out of town.
• Maintain information about the Sevierville Visitor • Work with the Great Smoky Mountains Association to Strategies:
Center on VisitSevierville.com
continue to drive visitors to the Sevierville Visitor • Work closely with the travel industry to better • Create a positive experience for each visitor by meeting Center.
communicate the tourism and hospitality all their needs and encouraging them to stop at the opportunities available to the visitor.
Sevierville Visitor Center on each visit to Sevierville to • Exhibit attractive exterior and interior seasonal displays obtain new and updated information on the area.
to attract visitors to the Sevierville Visitor Center (photo opportunities).
• Continue to provide photo opportunities inside and outside the Sevierville Visitor Center.
SEVIERVILLE 2015 - 2016 MARKETING PLAN
8
S EVIERVILLE S PECIAL E VENTS
The Sevierville Chamber of Commerce hosts several special events each year, each
with a different goal. Some are community events, intended to promote civic pride and
participation, while tourist events are intended to bring overnight guests into Sevierville.
Most events are part of larger overall promotional events, such as Winterfest, Springfest
and Harvest Fest.  Advertising for special events is generally placed within a 50 mile radius.
The following is a break down of each event and the specific goals and strategies for each.
Event: Harvest Fest
Date: October 2015
Location: Throughout Sevierville, Pigeon Forge and
Gatlinburg
Attendance: 2,000,000
Type of Event: Visitor
Description: A month-long promotion focused
on fall foliage and heritage and includes privately
held events such as Robert Tino’s Smoky Mountain
Homecoming.
Goals:
• Increase fall visitation through the addition of events and activities.
Strategies:
• Create a seasonal promotion period that overlays fall travel.
• Encourage local businesses to create events during fall.
• Create an enhanced “fall” experience by encouraging local businesses to utilize fall
décor at their businesses.
Event: Smoky Mountain Winterfest
Date: Monday, November 9, 2015 - Monday,
February 29, 2016
Location: Throughout Sevierville, Pigeon Forge,
and Gatlinburg
Attendance: 3,000,000 +
Type of Event: Visitor
Description: Winterfest is a four month
promotional period featuring LED light displays
throughout Sevierville as well as privately held
events like Shadrack’s Christmas Wonderland at
Smokies Stadium. The City of Sevierville installs
and maintains these displays while the Sevierville
Chamber of Commerce is responsible for the
promotion and advertising of the event. This will
be the 26th Annual Smoky Mountain Winterfest
Celebration. Sevierville will work closely with
Pigeon Forge and Gatlinburg to promote the Smoky
Mountain Winterfest Celebration cooperatively
in key feeder markets via public relations and
advertising.
Goals:
• Increase winter visitation (November through February).
Strategies:
• Create a seasonal promotion period that overlays winter travel.
• Continue to add events and activities during the Winterfest promotion period.
• Continue to enhance and enlarge Sevierville’s Winterfest light display program.
• Create an enhanced Winterfest experience by encouraging local businesses to decorate in lights.
Event: Music, Lights & Magic
(Winterfest Kick-Off)
Date: Monday, November 9, 2015
Location: Sevierville Municipal Complex
Attendance: 7,000
Type of Event: Community
Description: A community focused event during
which Sevierville’s Winterfest lights are ceremonially
turned on. Music, Lights & Magic also features
entertainment, kids’ games, food and fireworks.
Goals:
• Increase community involvement .
• Continue to increase attendance each year.
• Make the program more exciting.
Strategies:
• Form a committee to help with ideas about the program.
SEVIERVILLE 2015 - 2016 MARKETING PLAN
• Get the schools involved.
• Provide a greater variety of entertainment during the event.
Event: 53rd Annual
Sevierville Christmas Parade
Date: Saturday, December 5, 2015
Location: Downtown Sevierville
Attendance: 3,000
Type of Event: Community
Description: The Sevierville Christmas Parade is
a longstanding event featuring traditional parade
elements.
Goals:
• Increase community involvement.
• Continue to increase attendance.
• Provide a festive, holiday event.
Strategies:
• Encourage members of the community such as car clubs, dance teams, elected officials and others in the community to participate.
• Encourage participants to decorate floats in keeping with a Christmas/Holiday/Winterfest celebration.
Event: Rose Glen Literary Festival
Date: Saturday, February 27, 2016
Location: Sevierville Convention Center
Attendance: 300
Type of Event: Community
Description: Local and regional authors provide
lectures and book signings.
Goals:
• Create another Winterfest event.
• Create an event that focuses on our area’s literature, heritage and culture.
• Generate local and regional media coverage for Sevierville.
Strategies:
• Schedule the Rose Glen Literary festival during Winterfest.
• Secure regional authors of note to present the keynote luncheon presentation.
• Invite local authors and those who have written about Sevier County and successful regional authors.
• Inform local and regional media about press opportunities associated with the event.
Event: Springfest
Date: Mid-March - Mid-June, 2016
Location: Throughout Sevierville
Attendance: 3,000,000
Type of Event: Visitor
Description: Springfest is a three month
promotional period featuring special events such as
Bloomin’ BBQ & Bluegrass.
Goals:
• Increase spring visitation through the addition of events and activities.
Strategies:
• Create a signature Springfest event.
• Encourage local businesses to create events that will draw visitors during the months of mid-March through mid-June.
Event: 12th Annual Bloomin’ Barbeque
& Bluegrass
Date: Fri. & Sat., May 20-21, 2016
Location: Downtown Sevierville
Attendance: 37,000
Type of Event: Visitor & Community
Description: Sevierville brings the festive
atmosphere of spring and good old-fashioned fun
to town with a TN State Championship barbeque
cook off, the Mountain Soul Vocal Competition
(honoring the songwriting of hometown girl, Dolly
Parton), star-studded entertainment, hand-made
crafts and fun kids’ games at this exciting event.
Goals:
• Media coverage for Sevierville.
• Generate additional overnight stays for Sevierville .
• Create a signature event for Sevierville.
Strategies:
• Sign media and corporate sponsors for the event.
• Inform local, regional and national media about press opportunities associated with the event.
• Promote the event through local, regional and national media outlets.
• Continue to incorporate new elements to keep the event fresh.
9
E CONOMIC I MPACT
Each year, Sevierville experiences new growth! The economic impact
in Sevierville can be related to the success of the restaurants, outlet
malls, retail chains, attractions and lodging located there. Sevierville
has nearly 5,000 lodging units of varying types – nearly 30 percent of
which are less than seven years old. Over the past few years, Sevierville’s
lodging tax revenue has been on a steady incline. Restaurant revenues
have also continued to increase – particularly as new eateries open in
Sevierville each year. Amusement revenues are expected to increase in
the coming year, with two new attractions opening in Sevierville at the
end of 2015.
As of July 1, 2013, Sevierville began levying a two percent hospitality
tax on restaurants and attractions located within the city limits. Twothirds of these dollars have been allocated to further support and
expand Sevierville’s marketing programs with the goal of attracting
more visitors.
Top 10 Activities of
Smoky Mountain Visitors
City of Sevierville
Hospitality Taxable Sales and Revenue
Taxable Sales
July 2014
August
September
October
November
December
January 2015
February
March
April
May
June
FYTD Total
Most Recent Collection Month: June
$
$
$
$
$
$
$
$
$
$
$
$
$
Lodging
10,839,950
7,524,850
4,918,757
7,838,634
5,120,168
5,172,642
3,086,954
2,971,854
5,319,070
6,070,564
5,613,006
8,152,017
72,628,463
%+/6%
14%
16%
10%
2%
12%
28%
11%
-7%
2%
10%
0%
7%
$
$
$
$
$
$
$
$
$
$
$
$
$
Lodging
216,799
150,497
98,375
156,773
102,403
103,453
61,739
59,437
106,381
121,411
112,260
163,040
1,452,569
%+/6%
14%
16%
10%
2%
12%
28%
11%
-7%
2%
10%
0%
7%
3. Driving / Sightseeing (73%)
4. Visit Great Smoky Mountains National Park (59%)
5. Visit Attraction / Museum (58%)
6. Attend Performance / Show (30%)
7. Drive Blue Ridge Parkway (25%)
8. Outdoor Recreation (24%)
9. Attend Festival / Event (13%)
10. Driving Tours (13%)
*Data from 2015 Visitor Study completed by Randall Travel Marketing
SEVIERVILLE 2015 - 2016 MARKETING PLAN
%+/9%
-8%
-2%
-16%
-26%
15%
30%
9%
-17%
-16%
12%
19%
0%
$
$
$
$
$
$
$
$
$
$
$
$
$
Fiscal Year 2015
Restaurant
%+/- Amusement
346,199 9% $
48,003
275,916 2% $
30,978
246,899 3% $
14,953
289,661 4% $
14,804
248,296 2% $
8,732
277,759 5% $
17,522
203,619 17% $
7,996
185,159 1% $
4,461
271,081 2% $
17,509
271,934 7% $
22,963
265,417 8% $
16,654
333,504 13% $
36,918
3,215,445 6% $
241,494
%+/9%
-8%
-2%
-16%
-26%
15%
30%
9%
-17%
-16%
12%
19%
0%
$
$
$
$
$
$
$
$
$
$
$
$
$
Total
30,550,068
22,869,556
18,011,380
23,061,920
17,971,549
19,936,678
13,667,708
12,452,874
19,748,576
20,815,416
19,716,586
26,673,104
245,475,412
$
$
$
$
$
$
$
$
$
$
$
$
$
Total
611,001
457,391
360,228
461,238
359,431
398,734
273,354
249,057
394,972
416,308
394,332
533,462
4,909,508
Revenue
1. Dining Out (88%)
2. Shopping (80%)
$
$
$
$
$
$
$
$
$
$
$
$
$
Fiscal Year 2015
Restaurant
%+/- Amusement
17,309,968 9% $ 2,400,150
13,795,806 2% $ 1,548,900
12,344,973 3% $
747,650
14,483,066 4% $
740,221
12,414,781 2% $
436,600
13,887,936 5% $
876,100
10,180,958 17% $
399,796
9,257,954 1% $
223,066
13,554,062 2% $
875,444
13,596,689 7% $ 1,148,164
13,270,859 8% $
832,722
16,675,183 13% $ 1,845,904
160,772,234 6% $ 12,074,716
July 2014
August
September
October
November
December
January 2015
February
March
April
May
June
FYTD Total
Percentage increase or decrease (%+/-) reflects variance to same period in prior year.
Months reflect sales transaction dates; revenue is received in subsequent months.
10
E CONOMIC I MPACT
City of Sevierville
LOCAL OPTION SALES TAX TOTAL COLLECTIONS
(Dates Reflect Month of Retail Sales)
January
February
March
April
May
June
July
August
September
October
November
December
Year to Date
Year End
2014
2,021,207.30 2,213,428.51 3,175,075.76 2,620,471.25 2,766,339.20 3,252,759.61 3,277,594.05 3,168,188.13 2,969,720.49 3,414,024.38 3,287,773.29
4,145,038.20 12,796,522.02 36,311,620.17
2015
2,175,269.28 2,138,211.91 3,177,305.64 2,985,018.86 2,943,557.66 0.00 0.00 0.00 0.00 0.00 0.00 0.00 13,419,363.35 SEVIERVILLE 2015 - 2016 MARKETING PLAN
% Change
7.6%
-3.4%
0.1%
13.9%
6.4%
TBA
TBA
TBA
TBA
TBA
TBA
TBA
4.9%
2014 Net Revenue2014 2015
967,858.88 2,021 2,175 951,370.66 2,213 2,138 1,413,702.43 3,175 3,177
1,328,146.83 2,620 2,985
1,309,699.19 2,766 2,944
0.00
3,253 0
0.00 3,278 0
0.00 3,168 0
0.00 2,970 0
0.00 3,414 0
0.00 3,288 0
0.00 4,145 0
5,970,777.98
Regularly updated tax
collection figures for all cities
and the county are available
at SCEDC.com.
11
S EVIERVILLE I N T HE M EDIA
Public Relations
Each year the Sevierville Chamber of Commerce
reaches out to the media through tours hosted by
Sevierville as well as through contacts with media
made by Chamber staff. The value of editorial and
stories printed on behalf of the Sevierville Chamber of
Commerce has proven to be a critical and invaluable
part of Sevierville’s marketing. In light of these factors,
the following is Sevierville’s public relations plan for the
2015-16 fiscal year.
• Work with public relations agencies to deliver qualified • Update and maintain the press releases found on the writers for Sevierville media tours.
“press kit” area of the Sevierville Chamber of • Work with international media.
Commerce web site, www.visitsevierville.com as well as • Host one-day media tours for freelance writers based in the “hard copy” version of the Press Kit.
less than three hours away.
• Host multi-day media tours for groups of writers from various key markets and publications.
• Host individual writers.
• Participate in targeted media blitzes in key feeder markets for Sevierville.
Goals:
• Increase media coverage of Sevierville.
PARK VISITORS
• Increase awareness of vacation opportunities in Great Smoky Mountains National Park
Sevierville through traditional media.
• Increase awareness of vacation opportunities in Sevierville through social media.
• Continue to build and maintain relationships with members of the media.
Strategies:
• The Sevierville Chamber of Commerce will continue to work with Ackermann Public Relations to pitch media on Sevierville coverage opportunities.
• Send newsworthy press releases via email to regional and national media as well as the Tennessee Department of Tourist Development News Bureau.
• Respond to “Travel Publicity Leads” and other media queries.
SEVIERVILLE 2015 - 2016 MARKETING PLAN
Sevierville is a
gateway town
to Great Smoky
Mountains National
Park, America’s most
visited national park.
Great Smoky
Mountains National
Park has no
admission fee.
20142015
January 275,353373,315
February 296,451244,214
March 509,454598,835
April
724,987792,808
May
900,9001,016,498
June
1,305,0631,306,884
July 1,445,328TBA
August1,213,262 TBA
September978,105
TBA
October1,303,450 TBA
November636,596
TBA
December510,327 TBA
Year to Date
10,099,276
4,332,554
12
T OP M ARKETS AND R ESEARCH
The following data is a result of the 2015 Sevierville Chamber of Commerce Conversion
Study performed by Randall Travel Marketing.
Sevierville’s Visitor Profile
Average Age: 54.42
Gender: 34.53% Male; 65.47% Female
Top Points of Origin: OH, KY, TN, GA, NC, AL
Traveling with Children: 36.92%
Average Number of Adults in Party: 2.7
Trip Purpose: Vacation/Getaway: 82.15%
Percentage of Visitors who Traveled to Sevierville after receiving
Sevierville Vacation Planner: 51.79%
Prior Visits/Number of Lifetime Visits to Sevierville:
0: 20.19%
1: 15.73%
2: 10.10%
3: 6.41%
4: 7.96%
5: 5.63%
6+: 33.98%
Average Number of Lifetime Visits: 8.67
Average Length of Stay: 2.34 nights
The following markets are based on 2014-15 Sevierville visitor inquiries, not actual visitors.
Source: The Thomas Group/Sevierville Inquiry Program.
State of Origin of Visitor
Inquiries to Sevierville
Canada
3
14
10
4
7
13
12
2
9
8
6
11
1
Jan =
8,012
Aug = 7,209
Feb =
16,901
Sept = 14,486
Mar = 7,066
Oct = 13,813
Apr = 28,724
Nov = 18,321
May = 41,725
Dec = 6,513
June = 91,363
1
Chicago
6
12
5 3
13
2
11
8
10
Raleigh
Columbia
9
4
7 15
Orlando
14
SEVIERVILLE 2015 - 2016 MARKETING PLAN
D.C.
Sevierville's Top 15
Travel Inquiry Markets
2014-15 Inquiries by month for Sevierville
July = 13,248
5
15
1. Florida-11,714
2. Tennessee-9,509
3. Illinois-8,895
4. Ohio-8,249
5. New York-7,629
6. Texas-7,470
7. Indiana-7,294
8. Alabama-7,199
9. North Carolina-7,110
10. Pennsylvania-6,981
11. Georgia-6,362
12. Kentucky-5,258
13. Virginia-5,028
14. Missouri-4,225
15. Michigan-2,668
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Chicago, IL
Louisville, KY
Columbus, OH
Jacksonville, FL
Springfield, OH
Indianapolis, IN
The Villages, FL
Charlotte, NC
Houston, TX
Memphis, TN
Lexington, KY
St. Louis, MO
Cincinnati, OH
Miami, FL
Orlando, FL
13
Sevierville Chamber of Commerce
110 Gary Wade Blvd, Sevierville, TN 37862
865-453-6411 • www.VisitSevierville.com