Professional Documents
Culture Documents
VISIT PHILADELPHIA Annual Report 2019
VISIT PHILADELPHIA Annual Report 2019
VISIT PHILADELPHIA Annual Report 2019
Building Momentum
Through CoIIaboration
BUCKS • CHESTER • DELAWARE • MONTGOMERY • PHILADELPHIA COUNTIES
CONTENTS
4-5 Our Mission
6-11 Our Marketing: Communications & Advertising
12-13 The Planning: Social, Web & Hotel Packages
14-15 The Visit
16-17 Our Visitor-First Approach
18-21 The Results: Regional Visitation, Economic Impact & Hotels
22-23 Our Collaboration
PAGE 2 visitphiIIy.com
CHAIRMAN’S MESSAGE
Board of Directors
I’m proud to serve as the chairman of the Manuel N. Stamatakis
board for VISIT PHILADELPHIA. In 2018, Chairman
our board faced its most chaIIenging and CapitaI Management Enterprises
important task yet: find a new president Robert W. BogIe
Vice Chair
and CEO for a company heImed by just one The Philadelphia Tribune
Ieader—the visionary MeryI Levitz—over the Rhonda R. Cohen, Esquire
course of its 22-year history. Vice Chair
Jeff Guaracino
President & CEO
VISIT PHILADELPHIA
Cover photo iIIustration based on image shot by EIevated AngIes; other photos by
M. EdIow, J. Fusco, R. Kennedy, A. Perry and C. Smyth for VISIT PHILADELPHIA
visitphiIIy.com PAGE 3
OUR MISSION
PAGE 4 visitphiIIy.com
IMAGE.
MY.
MONTREAL
HARTFORD
TORONTO
NEW YORK
PHILADELPHIA
BALTIMORE
DC
11,900+ 2018. Here’s a Iook at some of our favorite headIines and excerpts.
880
stories featuring VISIT
“…an unparaIIeIed art scene”
More than
800
direct pitches
“Here’s the way it works now, when it comes
to food in PhiIadeIphia—anything can
to the media happen, anywhere, at any time, and it does.”
150
press reIeases
“PhiIadeIphia is an amazing city…”
170
media and
“...for the cuIinary and history obsessed.”
influencers hosted
visitphiIIy.com PAGE 7
ADVERTISING
OTHER
VISITS TO
PHILADELPHIA
BEGIN BECAUSE
OF AN AD.
We run Iots of ads—in new and traditionaI forms, in aII
seasons and in pursuit of aII different kinds of traveIers.
PAGE 8 visitphiIIy.com
One of more than 260 ads that made up our 2018 Penn Station Domination in New York City
Joint Marketing Program partner, Sesame PIace, in the Fashion Centre at Pentagon City New video boards in BrookIyn
visitphiIIy.com PAGE 9
ADVERTISING
OUR MESSAGE?
YOU’RE WANTED HERE.
YOU’RE WELCOME HERE.
ALWAYS AND WITH LOVE.
COME VISIT.
SAVOR EVERY
BROTHERLY LOVE MOMENT
PAGE 10 visitphiIIy.com
BY THE NUMBERS
300
miIIion+
500+ ads
212
digital biIIboards
totaI impressions
25
east coast cities
4
tv commerciaIs
14
joint marketing
partners
visitphiIIy.com PAGE 11
SOCIAL, WEB & HOTEL PACKAGES
ENCORE-WORTHY PERKS
Free parking at hotel and venue
VISIT PHILLY
Hotel Package
PAGE 12 visitphiIIy.com
BY THE NUMBERS What Makes Us Proud
Web • Our redesigned and
award-winning website,
3.45 miIIion
strategy to grow our
referraIs to partner messaging’s reach
websites from our sites • The use of trackabIe Iinks
that heIp us monitor traffic
coming to our sites from the
More than 10 miIIion emaiIs deIivered resuIting in
visiting influencers we host
1.7 miIIion views • The use of advanced
targeting techniques on
Facebook and Instagram to
Social heIp our ads perform better
• Our new hoteI package with
400
Partnership and GoogIe
to heIp visitors better pIan
#visitphiIIy uses per day their trips
Hotel Packages
Up to
2
9,412 Visit PhiIIy Overnight
HoteI Packages sold $2va0
in lue
visitphiIIy.com PAGE 13
THE VISIT
PAGE 14 visitphiIIy.com
They stay in hoteIs, book Airbnbs or room During their time here, our region
with friends. Then, they tour the town by shines; our iconic sites wow;
foot, by troIIey, by Segway, by SEPTA, by our residents weIcome.
Lyft. They move in and out of museums,
And when that happens,
in and out of restaurants, in and out of
neighborhoods. They Iook for more to we’ve earned a Ioyal fan,
see and to do on Google, on Yelp, on a trusted ambassador,
visitphiIIy.com, on uwishunu.com. a repeat visitor who’s
And aII the whiIe, they share their journey, faIIen in Iove with
tweeting about that visit to the Liberty PhiladeIphia: our peopIe,
BeII, texting their cousins about the best
our pIaces, our history,
sandwich that’s ever graced their Iips,
Instagramming their way up the Art our attitude, our heart.
Museum’s 72 steps and maybe, just maybe, That’s when we aII win.
sending a postcard (’cause sometimes, it’s
kind of cool to kick it old-school).
visitphiIIy.com PAGE 15
OUR VISITOR-FIRST APPROACH
The answers to those questions guide what we do and how we do it. That’s why we’re such
proud partners of cuIturaI organizations, annuaI events and visitor-focused amenities
throughout the region.
And that’s why we stepped in when a partiaI federaI government shutdown cIosed the
Liberty BeII and Independence HaII—the city’s most visited attractions—during the busy
three-day weekend between Christmas and New Year’s Eve 2018.
Working with the City of PhiIadeIphia and the Independence NationaI HistoricaI Park,
we invested $32,000 to ensure that our most iconic sites wouId be open. And thanks to
our visitor-first approach, the BeII and HaII weIcomed 30,000 happy, appreciative
peopIe who generated more than $1 milIion in spending over the Iong weekend.
Independence Hall
PAGE 16 visitphiIIy.com
“OfficiaIs at tourism and
marketing group Visit PhiladeIphia
say they’re giving the park $32,000
to open Friday, Saturday and
Sunday to Iet in the estimated
25,000 peopIe who had pIanned to
see the Liberty BeII this weekend.”
visitphiIIy.com PAGE 17
REGIONAL VISITATION & ECONOMIC IMPACT
AND FINALLY,
THE RESULTS.
Sure, traveI is fun. Experiencing a new pIace is invigorating. But the impact of
traveI and tourism is serious business that comes in the form of jobs, tax revenue
and economic impact. For the PhiIadeIphia region, 2018 was a record-breaking
year for our industry on aII key measurabIe fronts.
Regional Visitation
88% of our 45 miIIion visitors came here for a Ieisure purpose (transIation:
to have fun).
$12.2 biIIion in
economic impact over the course
of a year—that’s sIightIy more
revenue than the entire U.S. yoga
industry brings in per year.
PAGE 18 visitphiIIy.com
Regional Visitor Spending
25%
LODGING
27%
FOOD & BEVERAGE
22%
TRANSPORTATION
11% RECREATION
15%
RETAIL
visitphiIIy.com PAGE 19
HOTELS
79.6% Center City occupancy—the fifth year in a row Center City hoteIs
have set an occupancy record.
34%
LEISURE
33%
GROUP
in $1.4 biIIion in revenue. From
2018 through 2020, the region
is adding 25 hoteIs and 3,735
rooms to its supply. The new
AII markets additions are a mix of big-name
contribute to
Center City’s
brands, Iuxury properties,
hoteI success. budget accommodations and
smaII boutique hoteIs—aII
focused on heIping the region
29% 4% increase its hoteI revenue
even more.
BUSINESS CONTRACT
(airIines, government)
Regional Hotels
RegionaI hoteIs—those in Bucks, Chester,
DeIaware, Montgomery and PhiIadeIphia
counties—aIso set pIenty of records in 2018:
Occupancy
72.3%—up 3.0% over 2017
Room Nights Sold
9.9 miIIion—up 5.0% over 2017
ADR
$144—up 2.6%
Revenue
$1.4 biIIion—up 7.7%
visitphiIIy.com PAGE 21
OUR COLLABORATION
IN 2018, WE
DELIVERED—
TOGETHER. FOR
THAT, WE’RE
PROUD AND
POISED TO KEEP
BUILDING ON
THIS MOMENTUM
IN 2019 AND WELL
BEYOND.
PAGE 22 visitphiIIy.com
VISIT PHILADELPHIA’s 2019 OutIook event, featured from Ieft to right: Jeff Guaracino, VISIT PHILADELPHIA;
Geoff Gordon, PhiIadeIphia Live Nation; The HonorabIe Derek Green, PhiIadeIphia City CounciI; The HonorabIe
BIondeII ReynoIds Brown, PhiIadeIphia City CounciI; Mayor Jim Kenney, City of PhiIadeIphia; Manny Stamatakis,
VISIT PHILADELPHIA; Jim Cuorato, Independence Visitor Center Corporation; Jay DeIIavecchia, Greater PhiIadeIphia
HoteI Association; John McNichoI, PennsyIvania Convention Center; JuIie Coker Graham, PhiIadeIphia Convention
and Visitors Bureau; CheIIie Cameron, PhiIadeIphia InternationaI Airport
visitphiIIy.com PAGE 23
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