Watkins Glen Area Chamber of Commerce2016 Annual Meeting

It takes a community!

Benchmarks

2010 2011 2012 2013* 2014 2015 2016** TOTAL Room Tax Revenue 314,670.35 349,175.15 11% 366,688.37 5% 397,233.88 8% 395,479.83 0% 456,030.82 15% 500,000.00 10% 59%Chamber Revenue 216,519.97 252,067.28 16% 271,003.95 8% 360,124.58 33% 320,655.17 -11% 314,139.21 -2% 308,235.00 -2% 42%Total Revenue 531,190.32 601,242.43 13% 637,692.32 6% 757,358.46 19% 716,135.00 -5% 770,170.03 8% 808,235.00 5% 52%

Member Count 333 337 1% 343 2% 351 2% 381 9% 410 8% 461 12% 38%

Visit Center Walk-ins 20,012 17,813 -11% 17,693 -1% 18,612 5% 19,308 4% 22,836 18% 30,506 34% 52%Website Visits 68,691 79,356 16% 92,175 16% 116,618 27% 51,865 -56% 117,281 126% 127,913 9% 86%Fulfillments 5,709 1,929 -66% 9,422 388% 12,769 36% 8,531 -33% 7,231 -15% 3,703 -49% -35%

*$60,868.45 Sale of Building ** Numbers are annualized

All benchmarks are up significantly, with the exception of fulfillments. But, as you’ll see later in the presentation, online travel guide downloads are up 25%, so that suggests many people are viewing the Travel Guide digitally.

2015 – 2017 Strategic Plan

2015 – 2017 Strategic Plan ScorecardStrategic Goal #1: Increased memberparticipation in programs

Removed attendance fees to mixers and quarterly education sessions

Extended personal invitations to events Special drawing at mixers Advanced education series – Small Business Think Tank Created business kits online for member support Provided a variety of advertising opportunities at mixers Added the opportunity for members to make announcements at

mixers Hosted the first Health and Wellness Fair in partnership with

Cayuga Health Systems, with 46 members participating and great community attendance.

Health & Wellness Fair

2015 – 2017 Strategic Plan ScorecardStrategic Goal #2: Increased marketingefforts

Identified wish list of media outlets in which to be published

Continue to set goals on increased activity via social media outlets

Created a monthly consumer email to past and future visitors

Added a monthly blog Began to utilize the home page on

www.watkinsglenchamber.com more effectively Began to utilize relationships with regional partners

more effectively

Watkins Glen Travel & Tourism Blog

2015 – 2017 Strategic Plan ScorecardStrategic Goal #3: Enhanced visitorexperience

Increased agri-tourism efforts for and provided leadership efforts with Harvest Schuyler

Worked with local farms to organize tours and began promoting them

Worked with the local farming community to create ways to support the local farmers’ markets

Organized “Friday on Franklin” for every month this yearFriday on Franklin

2015 – 2017 Strategic Plan ScorecardStrategic Goal #4: Position the Chamberfor long-term financial stability

Formed an Annual Diversified Revenue Task Force Offered wine tasting in the Visitor Center on

occasional Tuesday afternoons Offered an FLX Pop Up Shop for local growers and

creators on Sunday afternoons Held the first annual SPARK! Regional Leadership

ConferenceSPARK! Leadership Conference

New Strategic Plan

New Strategic PlanSurvey Results

• 124/457 members responded to the survey (27%)

• The Top Three Returns on Investment for our members:1. Interest in growing business2. Interest in building/expanding professional networks3. Interested in being more involved in the community

• Most members think that the Chamber is performing “very good” against their mission.

New Strategic PlanSurvey Results

• “Be clear on what they want to become and take actions one step at a time to improve starting with the highest priority ideas that will have the most impact to the members and its community.”

• “Assistance with non-profits who serve low income persons; the not the typical target for the Chamber.”

• “Last minute info sent to the Chamber helps fill my rooms.”• “Too soon to see real growth, but expect future gains.”• “There are other businesses than restaurants, hotels, and

wineries.”

New ProgrammingSPARK! Leadership Conference

Learn more and registerfor the 2017 Conference:watkinsglenchamber.com/spark

New Programmingi-Lead

New ProgrammingHealth & Wellness Fair

New ProjectWatkins Glen State Park

Chamber MarketingNew Marketing Collateral

The Top 10

1. Referrals2. Information Sharing Services3. Education and Leadership Development Opportunities4. Unique Networking Opportunities5. Complimentary Marketing Opportunities and a Marketing Help Desk6. Members First Initiative7. Customizable Landing Page8. Support Services9. Grand Opening and Milestone Celebration Services10.Your Bottom Line Is Top of Mind

Chamber MarketingNew website launched September 12, 2016

• Funded by 2016 Matching Funds award from I Love NY

• Designed by Adworkshop• Updated content and new copy• Search engine optimized and fully

responsive• Designed to be searchable,

intuitive menus, and very user-friendly

• Launched in concert with a new member database, Weblink

Chamber MarketingNew website launched September 12, 2016

• New menu options, deeper diving, easier to navigate.

• Richer content.• Better use of imagery.• Searchable from the homepage.• Equal focus on Chamber initiatives

and information and Tourism initiatives and information.

• Easier for members to access their landing page for editing and updating.

Tourism MarketingInternational & National Press

Top-Tier Placements

• USA Today – 4 Schuyler County attractions hit the top spots on 10Best lists including Watkins Glen International for Best NASCAR Track, Watkins Glen Harbor Hotel for Best Waterfront Hotel, Finger Lakes Wine Festival for Best Wine Festival, and Watkins Glen State Park was voted the #3 State Park

• Expedia – one of the 55 Most Beautiful Destinations in the world• Zagat – “8 Reasons to Drive the Finger Lakes”• AAA Car & Travel – cover and interior story• Trip Advisor – Watkins Glen State Park named one of the Top-Trending US Attractions• Huffington Post• CBS

2016 Earned MediaEarned media = publicity gained through promotional efforts other than advertising.

TIME + EFFORT + RESOURCES = RESULTS!

From Hosting

• Canadian Television Morning Show Segment – Viewership: 725,918• Curious Creature Travel Blog and Creator’s Commune Travel Blog.

Combined UVM: 10,200• Paste Magazine – UVM: 5.6 million• AAA Magazine – cover of July/August Issue of Car & Travel

Magazine, plus article inside. Circulation: 94,000 / Pass Through: 2.8 million

• Huffington Post – two articles by Liz Cleland. UVM: 80+ million• Western New Yorker Blog – UVM: 51,000+• Good Day Charlotte Television Show• Wander the Map Photo Essay

Approximate Reach: 89+ Million People

From Matching & Pitching

• CBS Money Watch – Growing Cider Production in the Finger Lakes and Beyond. Viewership: 429,995 plus 500 radio affiliates broadcasting to millions

• Am New York – 5 Charming Destinations for your Next Romantic Getaway. In print and online. Circulation: 325,469 / UVM: 239,408

• Elite Daily – Orange Wine Story. UVM: 949,688• Destinations Magazine – Cover image. Readership: 24,000• Time Out New York – Escape New York. Circulation: 305,000 /

UVM: 3.5 million

Approximate Reach: 5+ Million People

2016 FAM ToursHosted 35 writers andtravel professionals

April• Jill Fergus, AAA Car & Driver• Caleigh Alleyne, CTV and Freelance• Solmaz, Freelance

May• Evan Williams, Freelance and PureADK• Micah Kvidt, Wander the Map• Jenna Kvidt, Wander the Map

June• Andra Chantim, Redbook• 9 Chinese Tour Operators

July• Liz Cleland, Western New Yorker, Huffington Post,

Freelance• Tamela Rich, Bon Appetit Appalachia

August• Renee Blodgett, We Blog the World• Samantha Feuss, Have Sippy Will Travel• Shannon Schmid, Milk and Cuddles• Michael Schmid, The Daddy Blog• Julie and Charles McCool, Fun in Fairfax, Freelance• Sandra Scott, Freelance• Lauren Yakiwuchuk, Justin + Lauren• Liz Weeden, Quinn PR

September• Gary McKechnie, Freelance• Liz Cleland, Western New Yorker, Huffington Post,

Freelance• Angela Tiffin• Karyn Locke• Erin Marie, The World Wanderer• Julian Stall & Paige Villiard, Wine Awesomeness• Kateryna Topol, Paths to Travel

2016 FAM ToursHosting = RESULTS!

2016 FAM ToursHosting = RESULTS!

2016 FAM ToursHosting = RESULTS!

2016 FAM ToursHosting = RESULTS!

2016 Earned MediaTIME + EFFORT + RESOURCES = RESULTS!

Tourism MarketingBenchmarks

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

2016 2015

Unique Web Visits

Increase 52%

0

50

100

150

200

250

300

350

400

450

500

2016 2015

Travel Guide Downloads

Increase 25%

24,000

25,000

26,000

27,000

28,000

29,000

30,000

31,000

2016 2015

Visitor Center Walk-Ins

Increase 14%

2017 Tourism Assistance Program

Arc of Schuyler (Grand Prix Run) - $2,000ARTS Council of the Southern Finger Lakes (Fiddler’s Gathering) - $9,000Finger Lakes Cheese Trail (Finger Lakes Cheese Festival) - $5,000Finger Lakes Distilling (Summer on Ice) - $2,000Finger Lakes Film Society (Seneca Film Festival) - $5,000International Motor Racing Research Center - $4,500Schuyler County Historical Society - $17,500Schuyler County Lodging & Tourism Association - $1,500Schuyler County Veterans Memorial Park - $2,000Seneca Lake Wine Trail (Seneca Lake Wine & Food) - $3,000Watkins Glen Promotions - $20,000

$71,500 = 15.5% of the Room Tax Dollarsreceived by the Chamber

Granted $71,500 to 11 organizations

MarketingSocial Media Benchmarks

In 2016:

Facebook Posts: 596Tweets: 3,509Instagram Posts: 153

MarketingSocial Media Handles

Be sure to follow us!Facebook: Visit Watkins Glen & Schuyler County • Watkins Glen Area Chamber of Commerce

Instagram: @visitwatkinsglen

Twitter: Schuyler County Tourism (@tourwatkinsglen) • Chamber (@WGAreaChamber)

Harvest Schuyler Updates

3rd Annual Harvest Schuyler Celebration Facebook Group Harvest Schuyler Pop-Up Shop: 10 weeks, 4 vendors Promotion of Farm Tours

New Event Coming in January: Farmer-Buyer Networking Event

Harvest Schuyler Updates

Pop Up Shop Participants & Dates

Church Street ProduceJuly 3

Seneca Sunrise CoffeeAugust 7, August 21, August 28, September 4, September 25, October 9, October 23

Ithaca Popcorn CompanyAugust 21, August 28, September 4, September 11, September 18

Tammi’s MapleSeptember 11

Harvest Schuyler UpdatesOrganized Farm Tours

5 Businesses Offered Tours

Sunset View CreameryLively Run DairyFulkerson WineryShtayburne FarmHawk Meadow Farms

Success Story!Steve Sierigk, OwnerHawk Meadow Farms “Adding farm tours to

our offering alone paid for our

membership and has had unexpected

positive outcomes!”

Harvest Schuyler UpdatesJanuary Networking Event

Chamber Membership

Be sure you are taking advantage of the Top 10!

Make your membershipwork for YOU!

Small Business SaturdayNovember 26, 2016

• 44 Members Participating• Promotion includes website, social media, and

inclusion in radio and television interviews• Shop SMALL and enter to WIN!• Chamber of Commerce will be open 10am-4pm on

Small Business Saturday• Info: www.watkinsglenchamber.com/smallbusinesssaturday

Small Business SaturdayNovember 26, 2016

Join Us?

Join Us?

Join Us? Betty

Vinti

Join Us?

Join Us?

Join Us?

Join Us?

Join Us?

Ambassador ProgramYour Ambassadors

Eileen Peet Mindi Beheydt Paul Sydlansky Kim Wilson Bill Sitzman Sue Silhan Rosemary Petchell

Dawn Baker Joe Pavlik Jeff Frey Sarah Sarviss Cathy Hendrickson John Peckham

Chamber Events:Educational

• 1st Annual SPARK! Leadership Conference • Bi-Monthly Small Business Think Tank• i-Lead: The Base for Workplace Success for Watkins Glen High

School juniors and seniors• Leadership Schuyler Course• FAIR Training (Fundamentals of Alcohol Intoxication

Recognition) in partnership with the Schuyler County Sheriff’s Office

• The Morning Mentor Program • Schuyler Summit a marketing training for National Travel and

Tourism Week• Weblink Training to educate members on the new database • Annual Membership Meeting• Fair Labor Standards Act Seminar, Burr Consulting, LLC

Chamber Events:Networking

• Monthly After-Hours Mixers at 10 unique locations throughout 2016

• Winter Gala• Summer Rendezvous • Donald Brubaker Memorial Golf Tournament • New Member Breakfast • Job and College Fair• Chamber Connection Luncheons to educate,

integrate, and meet potential members• Harvest Schuyler to provide networking and

opportunities to farmers and buyers

Chamber Events:Promotional

Friday on Franklin Health & Wellness Fair Annual Business Expo New Member Breakfast Ribbon Cuttings & Milestone Events Harvest Schuyler Pop-Up Shop Annual Brochure Exchange Staff Orientation Property Tours Small Business Saturday Watkins Glen Night at First Arena

Chamber Events:Partnered

Tri-County Mixer at the Rockwell Museum, Corning Area Chamber of Commerce

Quality Child Care & Early Learning: A Human Resource Issue Seminar, Child Care Aware® of Steuben and Schuyler, The Corning Area Chamber of Commerce

Regional Projects Update Roundtable, Corning Area Chamber of Commerce

Middle School Conference, Watkins Glen Central School District Fourth of July Fireworks, Presented by Welliver and Sponsored by

Atwater Estate Vineyards and Fagan Engineers and Land Surveyors, PC

Chamber Night at ICE Bar, Watkins Glen Harbor Hotel Southern Tier Meet Up at Barnstormer Winery, Binghamton Meet Up

Chamber Events:Extras

• Professional Headshot Day with Timeless Treasures Photography

• Watkins Glen State Park Renovation Project Press Conference

• Eagle Scout Project Ribbon Cutting• Schuyler County Hall of Fame Induction Ceremony• Hosted Student Art Display (National Youth Art Month)

by The ARTS Council of the Southern Finger Lakes

New Programmingi-Lead Topics & Presenters

WHO ARE YOU?Assess Your Talent Inventory, Identify Your Personality Traits, Learning Styles – Testing Your Checklist, Kathleen Popovich, Watkins Glen Central School DistrictStrengths & Weaknesses, Michelle Schaut, GST BOCESCreativity, Lorraine Menio, New Image Hair Net Work, Inc.

TIME MANAGEMENTQuality of Work – Past Scholarships, Rebekah Carroll, Watkins Glen Area Chamber of CommerceQuality of Work, RC Holmes, Fagan Engineers and Land Surveyors, PCPunctuality, Time Management, Organization, Prioritization, Matthew Sharpe, Cameron Manufacturing & Design365 Calendar, Melanie Chandler, Watkins Glen Central School DistrictGoal Setting, Brian McKenzie, Finger Lakes Distilling, LLCThe Morning Mentor Event and Networking, Katherine Strawser, Watkins Glen Area Chamber of Commerce

COMMUNICATIONWriting, Brittany Gibson, Watkins Glen Area Chamber of CommerceCommunication – Verbal and Nonverbal, Rosemary Petchell, Rosemary Petchell’s Office WorksActive Listening, Matthew Hayden, Chief Assistant District AttorneyPublic Speaking, Kelly Batrowney, GST BOCESFace to Face, Ben Saks, Schuyler Hospital, Inc.

SURVIVALConflict Resolution, Adam Lawton, Youth CourtDependability and Reading People, Rebekah Carroll, Watkins Glen Area Chamber of CommercePlanning Style: Proactive vs. Reactive, Carl Blowers, Schuyler County Legislature & Hawk's View ConsultingRelationship Survival, Dorthy Caldwell, GST BOCES

New Programmingi-Lead

Student Participants:

Clara ChedzoyRyan ClarkTiffini CrissingerNicholas CrosbyRyanna LaMoreauxElizabeth MasonHanna MatusickySara McManusBrendan NeiraBrianna SmithKayla SmithAngel Williams

New Programming2016 SPARK! Leadership Conference

2016 Topics & Presenters

• Keynote Speaker: Angelo Mastrangelo• CEO’s Lessons Learned: Carl Blowers & Thomas Blumer• Leveraging Your Strengths: Jay Dinga• Power Your Performance: Kathleen Quinn• The Truth About the Multigenerational Workforce: Judith Rowe• Communication in Leadership: Assemblyman Phil Palmesano• Regional Leadership: Thomas Tranter• Self-Directed Leadership: Diane Lang• Elements of Fundraising: Jack Benjamin• Mentoring Versus Coaching: James Frame• Board Development: Dr. Norman Smith• Art and Leadership: Kathleen Quinn• How To Build Success With Changing Times, Randi Hewit• The Positive Power of Humor: Yvonne Conte

New Programming2016 SPARK! Leadership Conference

Feedback from 2016 Attendee:

“The 2016 SPARK Conference was beneficial to me on multiple fronts. First, it allowed me the opportunity to learn management and leadership techniques from some of our local business leaders. Second, and more importantly, it provided the opportunity to connect and network with these same leaders in a more intimate setting than you find at most conferences.”

– Paul Sydlansky, Lake Road Advisors

New Programming2017 SPARK! Leadership Conference

2017 Topics & Presenters

• Keynote – Dream Big: Dick Radatz• Strength-Based Leadership: Dan Mori• A Conversation on Managing Change: Mike McDonald• It’s Not How Many Times You Falls Down…: Stephen Campbell, Alan Rae, and Dick Radatz• Crucial Conversations: Chuck Crusha• Philanthropy Means Loving People – Not Bargain Shopping: Randi Hewit• Engage Randomness: John Meier• Dare to Be Different: Kathleen Quinn Matus• Evolve or Die: Robin Crow• Making A Success of Succession Planning: Judy Rowe• Stress Free Leadership (Almost): Sue Silhan• The True Art of How Anyone Can Master Public Speaking: Arel Moodie• Selling Your Brand: Dave Mansfield• Storytelling for Fundraising: Natasha Thompson• Maximizing Your Team’s Performance: James Frame• Leading on Empty: Rebekah Carroll and Dan Mori

Learn more and downloadan application:

watkinsglenchamber.com/spark

New ProgrammingHealth & Wellness Fair

2016 PARTICIPANTSAIM Independent Living Center • American Diabetes Association • American Red Cross • Burdett United Methodist Church • Catholic Charities of Schuyler County • Cayuga Medical Association • Cayuga Medical Center BirthplaceCayuga Medical Center Cancer Care • Cayuga Medical Center Heart Institute • Cayuga Medical Center Laboratory

Cayuga Medical Center Public Relations • Cayuga Medical Center Sleep • Cayuga Medical Center Wound Care • Child Care Aware® of Steuben and Schuyler a Department of Pro Action of Steuben and Yates, Inc. • Cornell Cooperative

Extension Schuyler County • Elmira Business Institute • Essential Discovery • Exercise Enterprise • Fidelis Care NY Food Bank of the Southern Tier • Four Dragons Martial Arts Studio • Hector Area Lion's Club • Hillside Children's Center • Keri Greenberger - Young Living Distributor • S2AY Rural Health Network • Schuyler County Coalition on Underage Drinking and Drugs (SCCUDD) • Schuyler County Mental Health Clinic • Schuyler County Office for the

Aging/NY Connects • Schuyler County Public Health Department • Schuyler County Volunteer Ambulance • Schuyler Hospital Community Relations • Schuyler Hospital Lab • Schuyler Hospital Primary Care • Schuyler Hospital RehabSchuyler Hospital Schuyler Health Foundation • Schuyler Hospital Seneca View • Selah Yoga & Music • Simply Your Best • Southern Tier Tobacco Awareness Coalition (STTAC) • Suicide Awareness For Everyone (S.A.F.E.) • The Dave

Clark Foundation • Walmart Pharmacy • Watkins Glen Area Chamber of Commerce • Watkins Glen Massage • Wendy Wolverten Mary Kay Independent Beauty Consultant • Young Living Essential Oils

New ProgrammingHealth & Wellness Fair

2016 Educational Sessions

Blood Pressure Screening by Cayuga Health SystemBody Index by Exercise EnterpriseCancer Screening by Cayuga Health SystemCholesterol Screening by Schuyler Hospital LabDepression Screening by S.A.F.E.Diabetes Risk Test by American Diabetes AssociationWeight Lifting and Fitness Routines by Ralph DilibertoPerceptual Development by Watkins Glen MassageSports Activates by Kim SuddabyVision Screening by Hector Area Lion's Club

Thank you to ourVisitor Center Volunteers

Robert HubbellSharon Hunt

Barbara SechristMartha SitzmanWilliam Sitzman

Thank you!