Hamilton County Tourism
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Hamilton County Tourism
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Vision 2025: update in 2019

What is Vision 2025?

Hamilton County Tourism made a deliberate effort to vision strategically and identify six areas of focus in 2015 when it began long-range planning: Wise Investments and Fiscal Responsibility, Digital Marketing and Connectivity, Groups and Visitor Experience, Community and Product Development, Marketing Intelligence and just recently added, Strategic Alliances & Advocacy.

In 2016, HCT adopted the 10-year Vision 2025 plan designed to propel the organization toward a national standard of operating excellence while supporting visionary place-making in its communities.

Major Wins

Some of HCT’s accomplishments over the first three years of the plan include:

  • Adopted a robust financial software platform
  • Renewed international accreditation with distinction
  • Recognized as Best Places to Work designation
  • Gained $338 in visitor spending for every $1 spent on advertising
  • Became a national leader in Google Travel Products activation
  • Formed comprehensive sales and service departments
  • Created a welcome program for hotels and events and an at-your-door ambassador training program
  • Supported experiences such as the White River Vision Plan, Nickel Plate Express, Zagster bike share, US Bike Routes and the Monon Trail
  • Evaluated market valuation of sports facilities to leverage sponsorship dollars
  • Led study trips for best practice and inspiration planning

To continue to build on Vision 2025, last year HCT hosted four community meetings throughout the county where more than 150 people attended and gave input on their vision for the county, which included areas of transportation, upcoming projects, night life, the local arts and more.   Karen Radcliff, vice president and chief strategy officer for HCT, led the meetings and analyzed the results.

“There is no shortage of inspiring ideas in this community,” exclaimed Radcliff, “and most of them align well with tourism.  Our challenge will be to apply resources efficiently to new projects and communicate our efforts broadly.”

Next up

A few of the new ideas resulting from the community update meetings include:

  • Contract with the Hamilton County Economic Development Corporation for talent attraction
  • Develop sponsorship sales program for sports
  • Convene a destination development investment team to shepherd big ideas
  • Share marketing assets such as photography and video with city marketing teams
  • Create top 10 lists to package Hamilton County’s quality of life experiences
  • Position and package around trails and nightlife
  • Create a Hamilton County Sports Authority strategic plan
  • Generate group business leads using a regional strategy
  • Help recruit volunteers for communities
  • Implement the White River Vision Plan
  • Create brand enhancements for the 4-H Fairgrounds
  • Provide free survey program and iPads for visitor surveying at special events
  • Research transportation cost analysis for special events

How can I be involved?

Radcliff encourages partners and stakeholders to work with us by subscribing to our emails and news alerts, collaborate with our teams and connect with us regularly by attending our events.

“It is a joy to represent such an innovative community,” said Radcliff.  We welcome your input anytime.”

For the complete Vision 2025, visit here.

PR Stories

Last year, thanks to an aggressive public relations effort by Hamilton County Tourism, more than 30 national news articles appeared in major outlets across the country. Outlets included the Travel Channel, Fox News and the Chicago Tribune. With assistance from the Turner Public Relations team, eight national writers – including top writers at Food and Wine, Reader’s Digest and Chicago Parent magazine – visited Hamilton County and experienced attractions, restaurants and hotels.

"It was incredible to host influential writers who had never even set foot in Indiana traveled here and tasted our food, met the locals, walked our arts districts and really immersed themselves here,” said Whitney Riggs, communications manager for Hamilton County Tourism. “I heard comments like, ‘Wow, I had no idea this was here’ and ‘I want to move here’ and ‘I need to bring my family next time.’”

HCT’s efforts reached more than 338 million people through earned media placements. These articles – which appeared in top national and drive-market publications would have cost the organization more than $640,000 in ad spend if they were generated through paid media efforts.

“Having a strong PR program has allowed Hamilton County to target national publications that might otherwise have been too expensive to advertise in,” said Amber Steffens, senior account director at Turner PR. “This ultimately supports increased visitation to the area and greater brand awareness of Hamilton County as a desirable tourism destination,”

Hamilton County Tourism will team up with Turner PR again for 2019.

“We now have relationships with some of the top writers across the country, and they are familiar with our destination,” Riggs said. “It’s a really exciting time for us.”

To see a list of some of the top 2018 media hits, visit here. Stay tuned for a list of 2019 media hits.

Looking Ahead

This year, Turner PR will focus their media efforts to not only include leisure, but to spotlight sports, meetings, conventions and trade along with economic development and business. This is a shift from last year when the Turner PR team spent 100 percent of its efforts toward pitching leisure stories of the destination.

HCT’s Director of Sales Laura Kelner said the group sales and sports department looks forward to gaining regional and national attention this year.

“Our goal is for our community as a meeting destination to be elevated to a higher level,” Kelner said. “We plan to highlight our hotel growth, sports venues, attractions and unique services to the event planner.”

Media relations will be divided with half of the focus on leisure media pitching and 30 percent on sports, meetings, conventions and trade. The other 20 percent will be focused on economic development and business as part of the collaboration with Hamilton County Economic Development Corporation.

Marketing director for Hamilton County Economic Development Carol Sergi said a successful destination promotion is a vital component.

“It can raise a destination’s profile by focusing on quality of life and opening opportunities for talent, business relocation and job creation,” Sergi said.

New Faces at HCT

The new year brought new faces to Hamilton County Tourism, in part due to a partnership with Hamilton County Economic Development Corporation.

Kelli Jenkins recently joined as the new Creative Services Manager. Kelli will be responsible for creating thoughtful design elements and creative communications for HCT. She earned a Bachelor in Fine Arts in Visual Communication Design from Herron School of Art & Design in Indianapolis, and before tourism, she was part of a pioneering team at Indiana University School of Medicine to revolutionize research in health care through design.

Rachael O’Dell joined as the new Database Manager and marketing coordinator where she will serve as the administrator for HCT’s company database while also supporting the marketing team. Rachael worked in healthcare-related positions for years and most recently for Nickel Plate Arts as the artist liaison and exhibit coordinator. Rachael currently studyies Spanish at IUPUI and supports her local community as a member of the Fishers Arts Council.

Carol Sergi joined late last year to HCEDC as the new marketing director for economic development. Carol, who is a Ball State alumnus, worked in marketing at The Indianapolis Star, WISH-TV and most recently as the marketing director for the Indiana Office of Tourism Development. Carol will be responsible creating a marketing campaign targeted to workforce and talent attraction to live and work in Hamilton County.

Within the staff, Whitney Riggs was recently promoted to Communications Manager and Annie Burris to sales manager. Jordan Musall, marketing manager, will also focus on HCEDC marketing initiatives.

Partner Spotlight

It’s been a little more than a year since Topgolf opened its doors in Hamilton County, and the Fishers team is already being recognized for its efforts.

Director of Operations Dave Lingafelter recently won a national Topgolf award called “The Directors Cup, which is based on an annual measurement of sales, profitability and guest satisfaction.

“We did not have the highest scores in every category, but we performed amazingly well across the board,” Lingafelter said.

He said he gives props to his team because, without them, the award would not be possible.

“We had ups and downs throughout the year but always rallied as a team,” Lingafelter said. “I realize I received the award, but it’s my team that deserves the recognition.”

Pedal Perks

Pedal Perks is a countywide promotion geared to inspire bike riders to use Hamilton County trails. Bike riders are encouraged to stop by shops and restaurants while out for rides, where they will be rewarded with a special discount.

You must complete the form to participate.

   

Accredited by the Destination Marketing Association Program (DMAP) of the Destination International.

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This is sent by Hamilton County Tourism Inc.
37 East Main St., Carmel, IN 46032, United States