2024 YEAR IN REVIEW: A YEAR OF GROWTH & IMPACT
DIGITAL SUCCESS: SITE LAUNCH & PERFORMANCE
Hamilton County Tourism is proud to reflect on a year of milestones, strategic marketing success, and significant industry impact.
In mid-July, HCT launched VisitHamiltonCounty.com along with three dedicated microsites for Meetings, Sports, and Industry. This strategic move enhanced our digital presence, making it easier for visitors, event planners, and industry professionals to connect with Hamilton County. The results speak for themselves:
- 1.7 million sessions, surpassing our session goal.
- 41.9% conversion rate, significantly outperforming the industry average of 32%.
STRATEGIC MARKETING CAMPAIGNS
DISCOVER YOU CAMPAIGN
Our Discover You campaign targeted Chicago and statewide Indiana audiences through a multi-channel approach, including:
- Print, Radio + Streaming, TV (Broadcast) + Streaming
- Display Targeting, Social (Paid + Organic), Digital – SEO + Paid Search
- The campaign generated an outstanding $368 in visitor spending for every $1 invested in media.
TENDERLOIN TUESDAY™: FIFTEEN YEARS OF A HOOSIER TRADITION
HCT celebrated the 15th anniversary of the Tenderloin Trail™, Hamilton County’s most beloved dish.
- Target markets: Central Indiana, Lafayette, and Bloomington, IN
- A layered marketing strategy utilizing radio, print, digital, billboards, social media, email, and PR drove engagement.
- Year-over-year growth:
- Email subscriptions up 53%
- Restaurant redemptions up 117%
- Social media reach: 1 million+ impressions and 50,000 engagements
HOLIDAY ADVENTURE PASS (IN PARTNERSHIP WITH VISIT INDY)
The Holiday Adventure Pass created an engaging and rewarding visitor experience:
- 4,200 sign-ups and 1,500 redemptions
- Visitors from 19 states participated
- Top venues: Carmel Christkindlmarkt, The Ice at Carter Green, The Palladium, Civic Theatre, and Eiteljorg Museum
- 23 articles placed, increasing visibility and awareness
AROUND THE TABLE: A CELEBRATION OF HAMILTON COUNTY'S FOOD SCENE
HCT launched the first iteration of Around the Table, a month-long digital campaign highlighting the county’s diverse culinary landscape.
- 2,500 conversions
- Over 1 million impressions
PUBLIC RELATIONS & INDUSTRY ENGAGEMENT
MEDIA ENGAGEMENT & THOUGHT LEADERSHIP
- Secured 125+ media placements, including features in the Chicago Tribune and Food + Wine Magazine.
- Hosted 10 media members, including journalists and influencers, to experience Hamilton County firsthand.
HAMILTON COUNTY TOURISM SOCIAL MEDIA SUMMIT
For the first time ever, HCT hosted the Hamilton County Tourism Social Media Summit, providing partners with tools and insights for digital storytelling and influencer marketing. Over 50 partners attended, gaining valuable knowledge to elevate their brands.
MEETING SALES: A YEAR OF RECORD-BREAKING GROWTH
The Meeting Sales Team experienced an exceptional year, delivering significant growth in group bookings, room nights, and economic impact.
- Group Bookings: 192 (109% increase over 2023)
- Group Room Nights Booked: 31,919 (158% increase over 2023)
- Economic Impact from Group Market: $43,424,529 (First-time calculation, largely influenced by Symphony)
- Out of Area Site Visits: 8 (100% of goal achieved)
- Sustainability Initiative: Collected Green/Sustainability brand standards from all Hamilton County hotels for staff and meeting planner reference.
HAMILTON COUNTY SPORTS AUTHORITY: DRIVING SPORTS TOURISM
The Hamilton County Sports Authority supported 37 sports tourism events across 23 venues, making a significant impact in 2024:
- 152 days of sports tourism competition
- 73,939 room nights requested
- $42 million economic impact
- Top Events:
- APP US Collegiate Pickleball Championships (Grand Park)
- MAC Men’s Golf Championships (The Club at Chatham Hills)
- USA Wrestling Women's National Team Duals (Grand Park)
- US Team World Archery Field Trial Championships (Koteewi Archery Range)
- Pangos Terrific & Nike EYBL Basketball (Aletto Family Sports Center and Pacers Athletic Center)
DESTINATION DEVELOPMENT: ENHANCING VISITOR EXPERIENCES
A SUCCESSFUL TOTAL SOLAR ECLIPSE
- 90,000 visitors
- 98% hotel occupancy on April 7
- 276 vacation rental properties, up from 85 in April 2023
TOURISM INVESTMENT & COMMUNITY ENGAGEMENT
- 40+ Tourism Gives grants awarded, totaling $95,000
- Four partner trainings focused on accessibility, attended by 100+ tourism partners
- Launched the “Know Before You Go” blog series, written from the perspective of Amy Shinneman
- 25 festival/event satisfaction surveys conducted to enhance future experiences
SUSTAINABILITY & ENVIRONMENTAL INITIATIVES
- CIRDA’s White River Technical Committee advanced implementation of the White River Vision Plan
- Three “River School” floats organized for Carmel, Fishers, and Noblesville staff to experience their local waterways
- Support for Hamilton County Soil & Water Conservation District:
- 397% increase in Facebook reach
- 633% increase in Instagram reach
- 2 educational native plant murals installed in Noblesville
- 130 native trees distributed through the invasive trade-in program
IMPROVED WASTE DIVERSION AT CARMEL CHRISTKINDLMARKT
- Recycling Consulting Pilot with Recycle Force, resulting in two waste audits and improvement plans for 2025
- Composting Pilot with EarthMama Compost, launching back-of-house composting efforts
HELP GUESTS EXPLORE MORE
Discover the vibrant history and celebrate the impactful contributions of African Americans in Hamilton County.
Share this pass for special deals on food, drink and fun.
Share this experience art pass where check-ins earn free prizes.
Part two of the video series highlighting Hamilton County’s vibrant culinary scene, Around the Table, has launched. Meet the passionate local restaurant owners who share the inspiration behind their journeys and how they bring people together through the universal language of food.
IMPACTFUL EVENTS
Feb. 21 - 23
Feb. 21 - 23
Feb. 28 - Mar. 2
