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Elevating Yosemite: Strategies for Tourism Growth and Community Engagement

Discover today's mission of the Yosemite Mariposa County Tourism Bureau as we review our operations, share our strategic outline for boosting tourism, and provide insights into the process for the five-year TID renewal. Led by Executive Director Terry Selk, and supported by Marketing Coordinator Julie Hadiega, our team is dedicated to promoting Yosemite as a premier destination. Join us as we discuss the importance of community involvement, our projected budget allocations, and our goals for generating off-season visitors and enhancing visitor experiences.

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Elevating Yosemite: Strategies for Tourism Growth and Community Engagement

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Presentation Transcript

  1. Today’s Mission • Review operations of YMCTB • Share outline of TB’s efforts • Inform about process for 5 year renewal of TID renewal • Answer questions

  2. Yosemite Mariposa Co. Tourism Bureau • Who We Are • Terry Selk, Executive Director • Julie Hadzega, Marketing Coordinator • Windy Gonzalez, Administrate Assistant • Board of Directors consists of lodging sector representatives • Marketing Committee represented by lodging sectors

  3. YOSEMITE / MARIPOSA COUNTY TOURISM BUREAU A World-Class Destination for All Seasons

  4. 2012-2013 Budget • TID - $1,200,000 projected annually (199 lodging facilities/associations) • County - $500,000 projected annually • TID = 1% of gross short term stays • Why a TID? • Governance by Board of Directors and County Board of Supervisors • Marketing Committee directs budget expenditures

  5. Goals and Objectives • Generate offseason room nights • Motivate longer length of stay • Promote events, attractions, activities and dining/shopping • Focus on core markets and underdeveloped niche markets • Assist community businesses

  6. Yosemite Mariposa Co. Tourism Bureau • 2011-2012 Results • (HomeofYosemite bounce rate, page views, etc.) • (Seasonal ad impressions, database collection, lead generation, etc.) • Recognition/awards • Growth of visitors to the Park/MC since inception of TID in 2007)

  7. Yosemite Mariposa Co. Tourism Bureau • Strategy for 2012-13 • Strengthen positioning internationally • Leverage budget through alignment with like consumer brands • Build on partnership with the County • Pursue stronger consumer awareness via creative outreach efforts

  8. Consumer Initiatives • Engage Yosemite Nation fan base • Improve functionality of Yosemite.com • Continue rebranding of website – YosemiteExperience.com • Revise Destination Vacation Planner • Seasonal ad campaigns • Expand media and pr efforts

  9. Trade and Media Initiatives • Key travel trade exhibitions • Host travel media and trade education tours • Participate in special event promotions • Launch TI Ambassador Program • Engage Mariposa County community

  10. Seasonal Ad Campaigns Picture of co-op ad • Picture of hantavirus ad

  11. Visit California Guide Yosemite Insert 13

  12. AAA Co-op Ad in VIA Magazine “Destination of the Week”

  13. Eureka! Korean Blogger finds Gold!

  14. BILLBOARDS

  15. Follow Yosemite/Mariposa County Join “YOSEMITE NATION” Today The online community and voice of Yosemite/Mariposa County Tourism Bureau Facebook: Twitter: Flickr & Half Dome Club: Home of Yosemite Blog: www.YosemiteExperience.com

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