ANNUAL REPORT - Travel Salem

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KEY PERFORMANCE MEASUREMENTS Travel Salem’s programs and services are designed to deliver tangible results for the communities and businesses we serve. There are several key performance indicators that can provide a sense of the overall economic health of the Salem area tourism industry. When evaluating progress, these indicators must be considered alongside other measurements such as financial resources and membership support. Add into the mix environmental influences and other economic trends to gain better insight into the health of the industry. Specific tourism-based activities also provide context for evaluating the big picture, and can reveal trends and key market factors that influence how the organization makes adjustments in program initiatives. Travel Salem is not the sole contributor or driver to the region’s tourism economic outcomes. However, the organization takes a leadership role in tourism promotion to help shape industry results. “ You are positioning yourselves as leaders in social media. Thank you for your knowledge & willingness to invest in the community. You guys are cutting edge.” —M. Roddick, Oregon Employer Council (regarding Travel Salem’s free social media seminars) Transient Occupancy Tax (in $ millions) Salem $1.9 $2.1 $2.3 $1.6 $1.7 $1.9 Salem Conference Center & Grand Hotel opened $2.7 $2.9 $2.9 $2.7 $2.2 Marion & Polk $2.5 $2.4 $2.2 Beginning of recession 2003 2004 2005 2006 2007 2008 2009 Leverage Donated products & services $1,150,681 $1,363,105 $1,511,731 11% Visitors Guide ..... $96,366 Volunteers ......... $27,203 Media ................. $611,839 Advertising ........ $40,978 In-Kind ............... $492,945 WVVA ................ $242,400 $488,094 06-07 07-08 08-09 09-10 4
2009 Travel Impacts * (in $ millions) MARION & POLK COUNTIES Accommodations ............................... $44.8 Food & Beverage ................................ $95.2 Food Stores ........................................ $36.4 Ground Transportation & Fuel ...........$114.7 Arts, Entertainment & Recreation..... $114.3 Retail Sales ......................................... $41.1 Other Travel ......................................... $5.2 Direct Travel Spending ............ $451.7 Direct Earnings ................................. $118.3 Jobs .................................................... 5,660 Day vs. Overnight Travel $119.7 $38.1 Salem Day Day travel continues to be a strong driver of the region’s tourism economic impact 24% in Day Travel Overnight 40% in Day Travel $269.1 $182.6 Marion & Polk Tourism Economic Development Over the past five years, direct travel spending in Marion & Polk Counties grew $8 million on average each year, while also adding 52 jobs on average annually. $381.5 Estimated Economic Impact Trends (in $ millions) $407.1 $169.7 $182.9 Salem $447.5 $203.9 Marion & Polk $482.9 $497.6 $502.2 $229.6 $242.8 $248.2 $451.7 $206.3 2003 2004 2005 2006 2007 2008 2009 $450 $400 $350 $300 $250 $200 $150 $100 $50 Accommodations Visitor Spending by Commodity Marion & Polk Salem Food & Beverage Food Stores Total Travel Impacts Ground Transportation & Fuel Arts, Entertainment, Casino & Recreation Retail Sales Visitor Volume & Average Spending Visitors made roughly 462,000 trips to Salem in 09-10 and stayed 1.2 million days. Average daily spending per overnight visitor in Salem for 09-10 was $131, not including spending on transportation. $- * Source: Economic Impacts of Travel, 1991-2009p, Salem, Oregon, Dean Runyan Associates, www.deanrunyan.com 5
Page 1 and 2: ANNUAL REPORT 2009-2010 Travel Sale
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Page 7 and 8: INCREASE ORGANIZATIONAL CAPACITY In
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Page 11 and 12: Established a Salem channel on KATU
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ANNUAL REPORT - Travel Salem

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