2008 Report to the Community
Presented Jan. 15, 2009
2008 Was an Uncertain Year for Anchorage, Alaska
- Download the speech transcript (48k pdf).
- Download the fact sheet (16k pdf).
- Download the handout (423k pdf).
2008 Was an Uncertain Year for Anchorage, Alaska
ACVB plans for 2009
ANCHORAGE, ALASKA – Jan. 15, 2009 – The travel industry experienced much uncertainty in 2008. A faltering economy, weakening dollar and high gas prices affected travel across the country and in Alaska. The Alaska Travel Industry Association reports that visitors to Alaska paralleled 2007 – at 1.7 million in 2008, with occupancy numbers slightly at point eight percent, according to Smith Travel Report. Despite this, Anchorage Convention & Visitors Bureau (ACVB) still managed to meet or surpass its goals in every area in 2008, as was announced at ACVB’s annual “Report to the Community” membership luncheon at the Dena’ina Civic and Convention Center.
"The Anchorage Convention & Visitors Bureau is the destination marketing organization for the Municipality of Anchorage. As such, the ACVB is charged with keeping Anchorage top-of-mind for meeting planners, travel agents and tour operators, and potential visitors to Alaska," said Julie Saupe, ACVB president & CEO.
ACVB’s Convention Meetings Sales and Service department sold or booked 653 meetings with an estimated economic impact (EEI) of more than $99.9 million. With the addition of the Dena’ina Civic and Convention Center, meeting space in Anchorage was increased by 300 percent, allowing for ACVB to secure several larger-scale conventions for the city. The Alaska Federation of Natives was the first large group to meet in the new facility, with approximately 4,700 attendees for an estimated economic impact of 5.7 million. Additional conventions include: the Aerospace Medical Association scheduled for 2011 with 1,600 delegates, the American Astronomical Society scheduled for 2012 with 1,100 delegates, the American Association of Professional Landmen scheduled for 2010 with 1,000 delegates, and the Computer Vision and Pattern Recognition Conference, scheduled for 2008 with 1,300 delegates. In a recent study conducted by ATIA, the number for international visitors to Alaska in 2008 was up 18 percent from 2006. Of those visitors, the greatest increase was by German-speaking Europe, at 33 percent. ACVB used trade shows and significant media push to increase awareness and visitation, hosting two media fams, which, to date, has garnered in excess of $1.6 million in advertising equivalency editorial coverage. ACVB continues to work with travel trade professionals from China, Japan, Germany, Uruguay and other countries.
In 2008, approximately 215,000 visitors utilized ACVB’s visitors centers for assistance with visitor information. Dedicated volunteers, including 25 new recruits in 2008, donated close to 10 thousand hours in staffing the visitor information centers. The Bureau also welcomed 100 new members in 2008, bringing the membership total to 1,176, with a member retention rate of nearly 90 percent. ACVB’s Community Member and Visitor Relations department also generated more than $760,000 in advertising sales, up 16 percent from 2007. This was achieved through advertising sales for the membership directory, the official Anchorage Restaurant Guide, and sponsorship opportunities on Anchorage.net and the Virtual Visitors Center, an innovative, new Web-based products launching this month. The VVC was previewed yesterday at ACVB’s Membership Convention.
Targeted online and traditional advertising campaigns, e-marketing campaigns, web promotions, search engine optimization and pay-per-click advertising programs continued to increase traffic to Anchorage.net, with total visits to Anchorage.net at 128 percent of goal, up four percent from 2007.
The Communications/Marketing department achieved more than $20 million in advertising equivalency for anchorage, according to Vocus Clipping Service. From the opening of the new Dena’ina Civic and Convention Center and enhancements to the Egan Center to major events and industry news, Anchorage made the headlines. Just a few weeks ago, Anchorage kicked off Alaska’s golden anniversary with a magnificent float in the 120th Annual Tournament of Roses Parade. This animated, floral float garnered the National Trophy for best depiction of life in the USA. The parade held a viewing audience of more than $40 million in the U.S. and was televised in more than 150 territories around the world. More than 100,000 people paid to get a close-up glimpse of the floats at the post-parade viewing event. The Alaska booth not only was packed, but ACVB secured more than 1,500 leads from Californians and visitors to the parade looking to receive information on Anchorage and Alaska.
"While 2008 shaped up to e a good year for the Anchorage visitor industry, ACVB will be addressing the changing travel climate for 2009 through continuing dialogue with its members and the rest of the community," Saupe states.
ACVB moniters national and regional trends on an ongoing basis and is tweaking its 2009 goals in accordance with trend predictors. “At this point, while adjusting plans, we have not adjusted our goals, and are moving forward to book business” says Julie Saupe.
Research shows that even in tough economic times, people travel to see family and close friends. ACVB is using this platform to promote 2009 as the Golden Year to visit Alaska and is carrying that message to anchorage residents to encourage them to invite their friends and family to experience events and opportunities unique to 2009, including the 2009 World Beard and Mustache Championships slated for Memorial Day Weekend.
ACVB additionally plans to utilize the Internet as a marketing and lead generation tool for the travel industry and online travel purchases are predicted to grow in 2009. In 2008, ACVB added the backend infrastructure to Anchorage.net for implementing social media and networking. More of this to be seen in 2009.
The Anchorage Convention & Visitors Bureau’s mission is to attract and serve visitors to the Municipality of Anchorage. ACVB’s marketing functions are funded by one-third of the bed tax collected by the lodging association. One-third goes to the Municipality’s general fund and one-third goes to the Dena’ina Civic & Convention Center construction project. ACVB receives no state or federal funds. For more information, explore www.Anchorage.net
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Media Contacts:
Jeanette Anderson Moores
Vice President, Communications
Anchorage Convention & Visitors Bureau
pr@anchorage.net
(907) 276-4118
Explore www.Anchorage.net
