MASSACHUSETTS OFFICE OF TRAVEL + TOURISM
Betsy Wall Executive Director
MOTT IS THE STATE AGENCY DEDICATED TO PROMOTING MASSACHUSETTS AS A LEISURE TRAVEL DESTINATION, TO STIMULATE THE MASSACHUSETTS ECONOMY BY GENERATING STATE AND LOCAL TAX REVENUES, CREATING JOBS, AND SUPPORTING TRAVEL-RELATED BUSINESSES.
MMP MASSACHUSETTS MARKETING PARTNERSHIP
MASSACHUSETTS OFFICE OF TRAVEL + TOURISM (MOTT)
Tourism Marketing Film Office Sports Marketing
WHY DOES TOURISM MATTER? ECONOMIC IMPACT OF TRAVEL IN MA FOR CY2010 Domestic
Travel expenditures Jobs State and Local Taxes
Source: USTA,2010
$13.5 Billion
104,400 $878.8 Million
International
TOTAL
$2.1 Billion
$15.5 Billion
17,200
121,700
$127.6 Million
$1 Billion
MOTT’S PORTFOLIO
Tourism Marketing Domestic/International Marketing Television, Radio, Online massvacation.com Search Engine Marketing Public Relations Targeted Consumer Outreach Social Media – Facebook, Twitter E-Communication Sales Missions, Trade Shows Group Tour, MA Green LGBT and Niche Markets Students and Families Administer grants to RTC’s Film International/Domestic Marketing Public Relations Social Media Studio Sales Calls Liaison with Unions, Stakeholders Workforce Development
Sports Marketing International/Domestic Marketing Public Relations Trade Shows Social Media Build College/University Partnerships
MASSACHUSETTS VISITORS TOP 5 ACTIVITIES
Attend Family/Social Event
27%
Historical Places/Museums/Art Galleries
25%
Shopping
18%
Fine Dining
15%
Rural Sightseeing
14%
MARKETS Top Domestic Markets Boston + Beyond
Top International Markets Canada United Kingdom
New York
Germany
Hartford & New Haven
Australia
Providence/New Bedford
China Japan
New Hampshire(beyond the Boston media market)
France Italy
Total: 20 million visitors to Massachusetts 3
DOMESTIC TRAVEL ROUTES
International Program
INTERNATIONAL PROGRAM
MOTT has representation in 6 international markets Germany – In Country* U.K. – In Country France – In Country Italy – In Country Japan – Program based Representation Canada – Program based Representation
MOTT’s International program focuses on trade, media, & consumers. Working with journalists, tour operators and publications to promote Massachusetts to an international market. Discover New England - MOTT participates in this New England organization to bring more international tourism to the New England states.
*In country means reps are stationed in the home country and run a pr and marketing program for the benefit of Massachusetts.
INTERNATIONAL ROUTES
Reykjavik
Dublin Amsterdam Shannon London Frankfurt LHR Paris Munich Zurich
Ottawa Montreal Toronto YYZ & YTZ
BOS
Rome Terceira Ponta Delgada
Tokyo NRT
Bermuda
Nassau Cancun
Providenciales Santiago Punta Cana Montego Santo St. Maarten Bay Domingo Aruba
Praia
Madrid Lisbon
TERMINAL E – LOGAN AIRPORT
JAPAN JAL flight between Tokyo and Boston Logan launches April 22 •Four flights per week until June when flight becomes daily •Boston is the first city to which Japan Airlines has said it will fly the 200seat 787 “Dreamliner” •Feeder flights from 22 markets including Shanghai, Beijing, Hong Kong, Singapore, Taipei, Seoul, New Delhi, Manila and Bangkok •Massachusetts had the highest percentage of international college freshmen of any state in the country in the 2009-2010 school year, according to the AICUM — the majority of them coming from India, China, Korea, Canada, and Japan
MASS FILM OFFICE WEBSITE
Lisa Strout, Director
[email protected]
www.mafilm.org
MASSACHUSETTS FILM OFFICE UPDATE January – October 2011 PRODUCTIONS Title
Studio
# Shooting Days 30
Crooked Arrows Starring: Brandon Routh; Chelsea Ricketts Donny’s Boy (I Hate You Dad) Starring: Adam Sandler; Andy Samberg
Branded Pictures Ent. Columbia Pictures Happy Madison Productions
53
Fairhaven Starring: Chris Messina; Rosemarie Dewitt Frank Starring: Rachel Miner; Chris Sarandon Here Comes the Boom Starring: Kevin James; Salma Hayek; Henry Winkler R.I.P.D Starring: Ryan Reynolds, Jeff Bridges TED Starring: Mark Wahlberg; Mila Kunis; Seth MacFarlane
Atlantic Pictures
27 30
# of Local Locations Jobs 60 Danvers, Topsfield, Wellesley 250 Boston, Dennis, E. Bridgewater, Everett, Lynn, Osterville, Peabody 40 Fairhaven, New Bedford 40 New Bedford, South Dartmouth, Westport 200 Boston, Lowell, Peabody, Quincy
Columbia Pictures
52
NBC/Universal Pictures
100
500+
NBC/Universal Pictures
52
225
Boston, Dedham, Raynum, Quincy Boston, Canton, Chelsea, Everett, Norwood, Somerville, Swampscott
RECENTLY RELEASED Title What’s Your Number? Starring: Anna Faris; Chris Evans Moneyball (partially shot in MA) Starring: Brad Pitt; Jonah Hill
Release Date
Locations
September 30, 2011
Boston, Gloucester
September 23, 2011
Boston- Fenway Park
Box Office Position Opening Weekend 8th 2nd 10
MASS SPORTS OFFICE: WEBSITE
Shannah McArdle – Director
[email protected]
http://www.masportsoffice.com
MASS SPORTS OFFICE UPDATE •MSO micro-site. A one-stop shop for MA sports fans and sports participants. •MSO attended (TEAMS) Tradeshow. Leads posted on massvacation.com 2012 Confirmed Events 2012 World Group II Fed Cup first-round tie 2012 ACC Indoor Track & Field Championships 2012 MAAC Basketball Championships 2012 US Synchronized Skating Champs 2012 SOMA Winter Games 2012 NCAA DI Men’s Basketball Reg. Champs 2012 DI Men’s Ice Hockey Champs NE Regional 2012 NCAA DIII Men’s Volleyball Champs 2012 NCAA Men’s Lacrosse Championships 2012 Little League Girls’ Softball Regional’s 2012 US Rowing Masters National Championships 2013 World Synchronized Team Skating Champs
Feb 4-5 Feb 23-24 March 1-5 March 7-10 March 10-11 March 22&24 March 24-25 April 27-29 May 26-28 July 28-Aug 2 Aug 9-12 TBA
Worcester Boston Springfield Worcester Worcester Boston Worcester Springfield Foxboro Worcester Worcester Boston 12
Public Relations/Marketing PUBLIC RELATIONS Strategic year-long thematic based PR calendar Fams and desksides in New York and other markets Support for marketing promotions and campaign launches Integration with ongoing initiatives MARKETING Massvacation.com Updated frequently with fresh content and images Facebook/Twitter GEO sort and database SEO – link to massvacation.com to increase traffic on both sites Creative – Focus on value and getaways Online, radio, print Target New York markets Brand and promotional campaigns
SOCIAL MEDIA PROGRAMS
MASS INSIDER – This program offers deals and discounts to consumers. If you have something you would like to offer as part of the Mass Insider program please contact Lisa Simmons at
[email protected]
FACEBOOK – Like Us - www.facebook.com/VisitMassachusetts TWITTER – Follow us - http://twitter.com/VisitMA BLOG – MOTT’s weekly blog gives a look at many of the unknown treasures of Massachusetts told from a visitor’s perspective
MOBILE APP – For use on the Iphone this app will provide consumers with up to date information on where to stay, what to do, where to sleep, where to shop – all of your listings must be up to date in our database
Linking to Massvacation.com •In an effort to increase the SEO of the Massachusetts Office of Travel & Tourism website, we are asking the tourism industry to link to us from their websites. •This means placing the below logo somewhere on your site (preferably on the home page). • This linking program will allow visitors to find Massvacation.com easily on the web and support your sites through this linking program as well. The logo should be placed on the homepage as a hyperlink to http://www.massvacation.com http://www.massvacation.com/images/mott_logo_new.jpg
UPCOMING TOURISM EVENTS Boston Globe Travel Show
February 10 – 12, 2012
New York Times Travel Show
March 2 - 4, 2012
LGBT Travel Show
March 16-17, 2012 NYC
DNE
March 26 – 28, 2012
Digital Marketing: From website to Facebook:
Spring 2012
Japan Air Service Launch
April 22, 2012
ESTO
August 26 -28, 2012 13
DNE 18
DISCOVER NEW ENGLAND (DNE) SUMMIT March 26 – 28, 2012 – Boston Park Plaza Hotel, Boston •70 International Tour Operators •Over 300 members of the New England tourism industry •Tour Operators and U.S. Receptive Operators – UK, Germany, France, Italy, Scandinavia and other countries in Western Europe. •Early Bird Rate: $495 per person (fully paid by Jan. 31, 2012) Standard Rate: $595 per person (after Jan. 31, 2012) http://www.discovernewengland.org/travel-trade/dne-summit/. WHAT IS DNE? •Discover New England (DNE) is the official tourism organization representing the New England region •funded by the participating states of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont.
GOVERNOR’S CONFERENCE 25TH ANNUAL GOVERNOR’S CONFERENCE ON TRAVEL AND TOURISM September 20, 2012 The Big E
13
MOTT RESOURCES • •
• •
•
MOTT is a public agency/no membership, free participation MA businesses have free access to our website –update your own listings contact:
[email protected] Send us photography, press releases, other info, let us know what is happening Check the LEADS page regularly and respond to inquiries. Username: leads password: 3RT67JM Contact:
[email protected] for press and lead inquiries
MOTT RESEARCH
TONY D’AGOSTINO RESEARCH DIRECTOR
[email protected]
SUMMARY OF TRAVEL DATA TRACKED BY MOTT LEVEL
U.S. MA - state County/RTC Cities/Towns Source
Economic Impact International Domestic
X X
X X
Visitation International Domestic
X X
X X
Dept. Commerce TNS
X
Dept. Commerce TNS
X
X
USTA
Visitor Profile International Domestic
X X
Rooms' Tax Collections
MA DOR
State Local Lodging Data Occ.,Rate,Sold etc.
X X
X X
X X STR
X
X
X
Massachusetts Tourism Economic Impact Barnstable County & Orleans
LODGING
2010 economic impact data project solid growth:
•Rooms sold… in MA up 9% (up 8% in the U.S.) up 5% in Barnstable County •Room Revenue in MA up 11% (up 9% in the U.S.) up 6% in Barnstable County •Barnstable County rooms occupancy tax collections were $9.8 million (state) and $8.2 million (local)
2011 lodging stats to date thru May: •Rooms Sold…….in MA up 4% (up 6% in U.S.) and up 5.4% in Barnstable County •Room Revenue...in MA up 6% (up 9% in U.S.) and up 4.2% in Barnstable •Orleans lodging $266,000 in state occupancy taxes and $187,000 in local occupancy taxes (based on a 4% local option rate)
MASS FILM INDUSTRY WHAT IT MEANS FOR YOU & YOUR COMMUNITY
Why Film is Good for the Economy
Economic Background
Internationally, the Film Industry is an expanding economic sector. The Price Waterhouse Coopers Entertainment Media Survey 2008-2012 estimates an annual growth rate of 6.6%.
US: $2.2 trillion/year estimated in 2012.
The Economic Argument
High-paying Jobs
Business growth
New money into our economy
Increased exposure and tourism
Current Stats
2011 – 9 Feature Films Estimated MA spend by films in 2011: $222 million
Workforce:
Technicians
Local: 900 members Teamsters: 500 members Screen Actors/AFTRA: 2,200 members Total estimated MA film professionals: 3,500
Made in Mass Filmography 2009 - 2011
2011 Fairhaven, Ted, Here Comes the Boom, I Don't Know How She Does It, I Hate You, Dad, Crooked Arrows, R.I.P.D, Frank, Lords of Salem 2010 Jumping the Broom, Boston's Finest (TV Pilot), What's Your Number?, The Woman, Whaling City, The Quinn-tuplets (TV Movie), Silver Circle, Sunny Side Up, Summer Song, Girlfriend, Moneyball
2009 The Zookeeper, Mission Park, See Kate Run (TV Movie) The Company Men, The Social Network, Grown Ups, The Fighter, The Lightkeepers, Furry Vengeance, Locked In, Knight & Day, The Town
How Local Businesses Benefit Average television series uses 500 local vendors Recent vendor lists include over 1,000 local vendors Vendor lists do not include the one-time usages - antique shops, general retail, clothing shops, bakeries, restaurants, parking lot rentals, etc. *See Business Handout*
Examples…..
A local lumber company estimated a million dollars in spending from film projects last year; increased their staff; added trucks. A Chinese Restaurant and Pizza Shop located near a production set were kept extraordinarily busy for many months – supplying “2nd Meals” for the crew. A franchise car rental company (locally run) says that without film, their business would be down.
FILM TOURISM
Classic Massachusetts Examples
Gloucester bar, Perfect Storm L Street Tavern, South Boston
Sweden & The Millenium Trilogy
Millenium Effects
10,000 people take the Millenium tour each year 6,800 copies of the “Millenium Map” have been distributed Hotels and tour operators market Millenium “stays,” tours, and cruises Interest from Journalists and TV teams from abroad
Lasting effects on tourism
“The Sound of Music,” released in 1965, is still drawing 300,000 fans annually to Salzburg with 40,000 of them taking the official Sound of Music Tour
The Iowa field in The Field of Dreams still has over 100,000 visitors each year. New Zealand has experienced a phenomenal uptick in visitation following the Lord of the Rings films – and attributes roughly 80% of their tourism dollars to these films, for each year after each film’s release. The “Hobbit” is next in line. New Mexico saw a dramatic surge of tourists wanting to stay at a “Dude Ranch” – after seeing “City Slickers” – and the trend continued for the next decade.
Film Tourism in Massachusetts On Location Tours was resurrected in 2011, showcasing the famous movie and television locations throughout Boston. Boston: Cheers, Knight & Day, Zookeeper Lowell: The Fighter South Boston: Good Will Hunting Gloucester: Perfect Storm, The Vineyard: Jaws
For more information: Lisa Strout, Director
Massachusetts Film Office 10 Park Plaza, Suite 4510 Boston, MA 02116 (617) 973 8400 www.mafilm.org
[email protected]
Massachusetts Office of Travel & Tourism [MOTT] 10 Park Plaza, Suite 4510, Boston, MA 02116 Phone: 617-973-8500 • Fax: 617-973-8525 www.massvacation.com Betsy Wall, Executive Director
[email protected]
STAFF LIST John Alzapiedi, Web Manager
[email protected]; 617-973-8589 Dagny Ashley, Group Tour Manager
[email protected]; 617-973-8511 Ken Brissette, Chief of Staff
[email protected]; 617-973-8565 Phyllis M. Cahaly, CMD, Dir. Specialized Marketing
[email protected]; 617-973-8509 Tony D’Agostino, Research Director
[email protected]; 617-973-8512 Tim Grafft, International Marketing Manager
[email protected]; 617-973-8542 Jonathan Hyde, Green & Cultural Tourism
[email protected]; 617-973-8505 Betsy Larkin, International Marketing Coordinator
[email protected]; 617-973-8531
Kevin Leary, Visitor Services Coordinator
[email protected]; 617-973-8587 Shannah McArdle, Director of Sports Marketing
[email protected]; 617-973-8504 Catherine Onasanya, Administrative Assistant
[email protected] 617-973-8400 Jonathan Paris, ED, Mass. Sports Partnership
[email protected]; 617-254-6103 Diane Roberts, Financial Coordinator
[email protected]; 617-973-8544 Lisa Simmons, Director of Communications
[email protected]; 617-973-8508 Lisa Strout, Dir. Massachusetts Film Office
[email protected]; 617-973-8401 Stephen M. Walsh, Visitor Services Manager
[email protected]; 617-973-8586