• Tourism Impact $216 million in 2014 in Monterey Area

    Molly and Rhyli, Irish Wolfhounds, make Pacific Grove an annual destination along with 30 of their closest friends from the Northern California Irish Wolfhounds Club who were walking the Rec Trail Sat., Jan. 17.

    Molly and Rhyli, Irish Wolfhounds, make Pacific Grove an annual destination along with 30 of their closest friends from the Northern California Irish Wolfhounds Club who were walking the Rec Trail Sat., Jan. 17. They’re from Southern California.

    The Monterey County Convention & Visitors Bureau released the results of its 2014 Brand Impact Study and the estimate of the economic impact exceeds $216 million for calendar year 2014 and $96 million for the first half of the 2014-2015 fiscal year (July 1 – Dec 31, 2014).

    In its last fiscal year, MCCVB launched its “Grab Life by the Moments” brand campaign and the study is an on-going gauge of economic impact as well as other metrics used to hone future targeting.

    “Competition in the travel economy is fierce and travelers have dozens of choices when planning a vacation or a quick getaway,” said MCCVB’s Chief Marketing Officer Rob O’Keefe.

    “The campaign is designed to influence that decision toward Monterey County and the study isolates its effectiveness. The communication program has directly influenced over 195,000 travelers to pick our destination over others,” he added.

    The “Grab Life by the Moments” campaign is based on a research study conducted in 2013 that measures the impressions, attitudes and travel behaviors of consumers. The research conducted by Strategic Marketing & Research Insights (SMARI) showed that a trip to Monterey County can invigorate the soul which is the idea behind the campaign.

    “Encouraging, even challenging travelers to make the most of every moment in Monterey County is the point” explained O’Keefe.

    The $96 million in economic impact from the more than 230,000 incremental room-nights in the first half of this fiscal year backs up that commitment.

    Additionally, the MCCVB is releasing other measurements for the first half of this fiscal year including:

     More than a 200 percent increase of hotel reservations made through SeeMonterey.com and their new partnership with Booking.com which launched in July

     A 92 percent increase in leads generated for Group Sales which is focused on bringing highly lucrative meetings and conferences to the region

     More than $7 million in economic impact generated by the MCCVB Visitor Information Center where specialists play a significant role in influencing additional overnight stays

    “Tourism is a $2.3 billion industry for our region and is responsible for more than 23,000 jobs,” said Tammy Blount, President & CEO of MCCVB. She added, “The success we’ve attained in creating compelling sales and marketing programs that fuel the industry and deliver value to our members, stakeholders and residents is something we intend to grow even more aggressively in the future.”

     

    posted to Cedar Street Times on January 17, 2015

    Topics: Front PG News

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