Issue link: https://digital.copcomm.com/i/770136
B M & T ••• July/August 2016 ••• www.blackmeetingsandtourism.com 30 TRAVEL DATA Thornton Winery Jazz Concert, Temecula. Photo Credit: PoPMedia Group The economic impact of total, direct, travel spending by visitors to Temecula Valley in 2015 was a record $696 million; this represents a 4.7 percent increase over 2014. Meanwhile, earnings were a record $219 mil- lion, a 6.9 percent annual change; and Temecula Valley visitor volume reached a record 2.7 million. The results were announced by Visit Temecula Valley at The State of Tourism, a first-ever event. Also high- lighted were the positive economic impacts of the Temecula Hotel Tourism Improvement District; the latest marketing strategies for the Temecula Valley Southern California Wine Country branding plat- form first launched in 2008; and current details for new hotels and winer- ies. "The year 2015 was the sixth consecutive year since the 2007-2009 recession that the Temecula Valley tourism, leisure, and hospitality indus- try has expanded," declared Tom DeMott, chairman of the Board for Visit Temecula Valley and general manager at Temecula Creek Inn resort. "Such growth documents economic significance and the impact travel spending has on the local economy in terms of earnings, supporting a total of nearly 7,400 jobs, $7.7 million in local tax revenue generated from non- residents, and significant spending on a variety of commodities." "Since the 2004 establishment of the Temecula Hotel Tourism Improvement District, local travel spending increased 52 percent, from $459 million to $696 million in 2015," DeMott continued. "Visitor spend- "Orlando has just been named the #1 meetings destination in the United States," reports George Aguel, president/CEO of Visit Orlando. "According to Cvent, a leading event management company which sources nearly $10 billion annually in events around the globe, Orlando has again achieved the highest ranked spot on the Top 50 Meeting Destinations in the United States list. This repeat honor is a testament to the investment we, and our members, make to market, sell and create assets that make Orlando the ideal location for meetings and conventions. "Of the more than 5,000 U.S. cities that were evaluated, the leaders con- sistently made investments in infrastructure, featured hotel renovations and were committed to economic factors to make the destination more appeal- ing. Cvent claims that 'all of these cities can learn from multi-year leader Orlando that the only way to remain on top is to continue investing and innovating to remain competitive year after year.' Following behind Orlando on the U.S. list were Chicago and Las Vegas. "With more than 118,000 hotel rooms, a host of resorts and special event venues, a top ranking by Cvent gathers the attention of countless meeting planners who rely on the endorsement when booking their next events. With superior accommodations and meeting sites, easy, convenient air service and a gold standard of hospitality it's easy to see why these meeting professionals love Orlando and continue consider us again and again," says Aguel. Aquatica, a new one-of-kind water park ON THE WAY TO $ 1 BILLION, TEMECULA VALLEY TOURISM INCREASED NEARLY 5%TO ALMOST $ 700 MILLION IN2015 ORLANDOTOPS U.S. MEETING DESTINATIONS...AGAIN! ing also drove an increase in onsite food and beverage up 85 percent from $68 million in 2004 to $126 million in 2015. Meanwhile, offsite food and beverage increased 88 percent from $48 million to $90 million, and retail, 38%, from $56 million to $77 million." "Additionally, the effectiveness of the Temecula Valley Southern California Wine Country branding initiative is evident," DeMott said. "We know from analysis of customized research that nearly 80% of visitors engage in wine activities. We also know that the Wine Country branding platform that also includes Downtown Old Town Temecula, Pechanga Resort & Casino, and the Temecula Valley Wine Country Golf Trail is a powerful reflection of the true destination experience. Eighty-six percent of visitors report they planned some or all of their activities prior to their trip; the top associations with the Temecula Valley include wineries, wine tours, hot air ballooning, and golf. Eighty-four percent of visitors provide a rating of 8 or higher when asked how likely they are to recommend Temecula Valley as a great place to visit (on a scale of 1/not likely to 10/highly likely)." "Success with continued growth in visitor spending can be attributed to hotel room sales and occupancy," emphasized DeMott. "In 2015, overnight visitors spent an average $289 per person per day while indi- viduals traveling to Temecula over 50 miles, one-way from the traveler's home on a day trip, spent an average $149 per person per day. Weekends in 2015 were at 90 to 100% hotel occupancy; otherwise, occupancy aver- aged 76 percent."