TOURISM: Report boasts NTCC’s value to Falls

Agency says its efforts provide 16-to-1 investment return

By Rick Forgione<br><a href="mailto:forgioner@gnnewspaper.com">E-mail Rick</a>

An expanded advertising and marketing campaign helped the Niagara Tourism and Convention Corp. offer Niagara Falls a 16-to-1 return on its funding investment in 2007, according to a presentation made this week by NTCC President and CEO John Percy.

Though NTCC represents the entire county, the bulk of its $2.8 million annual operating budget comes from hotel bed tax revenue and casino money in Niagara Falls. In exchange, Percy said the tourism agency helped generate approximately $46 million in tourism dollars in 2007. That estimate is based on the total number of visitors serviced by NTCC and results of a survey asking tourists how much they spent during their stays.

In addition, more than 3,600 hotel rooms and 15,000 tours were sold by NTCC information centers resulting in nearly $1.5 million in revenue.

Percy said the calculations are derived from research conducted by Niagara University.

“These findings are not just pulled out of the sky,” he said. “They are factual and solid numbers.”

According to NTCC’s contract with the city, it must provide at least a 15-to-1 return on investment.

Percy presented the report at Monday’s Niagara Falls City Council meeting and will do the same in Lockport and North Tonawanda in the upcoming weeks. Overall, he said NTCC workers fielded 37 percent more phone inquiries from tourists in 2007 than in 2006.

“This is only a snapshot,” he said. “I could go on and on about what this agency and our staff actually does.”

To promote the Niagara, USA area, the agency was involved in a 12-week media campaign in Pittsburgh, Cleveland and Columbus, Ohio. Advertisements also were printed in numerous publications such as the I Love N.Y. travel guide, Oprah and In Flight Media, which is distributed on every International flight.

NTCC also hosted a handful of citywide conventions and several television crews in 2007, including the NBC Today Show and CBS News Early Show. Those and other local broadcasts helped reach over 30 million potential travelers, Percy said.

Council Chairman Samuel Fruscione said he was pleased by the reported return on investment, but would’ve liked to see how the 2007 figure compares to previous years NTCC has been in operation. He plans on meeting with Percy to get more specifics in August.

“It’s hard to comment on something when you don’t have historical data to compare,” Fruscione said. “(The report) shows they met their standard.”

Asked by councilmembers what the agency is doing this year to increase visitors and services, Percy said in addition to continued exposure in Ohio and Pennsylvania, an eight-week advertising promotion will begin in October targeting Southern Ontario to highlight Niagara County’s dining and shopping opportunities.

Percy said NTCC is trying to establish a promotion with the Myrtle Beach flights at the Niagara Falls International Airport. Currently, the flight’s Web site links to sites and attractions in Niagara Falls, Ontario.

Councilman Charles Walker said he would like NTCC to do a better job promoting local festivals, such as the Italian Festival and African-American Festival. Percy said the agency encourages organizers of those events to contact him. In related news, every business association in Niagara County has been invited to an NTCC presentation today at the Quality Inn on Niagara Falls Boulevard.

“It’s really just meant to get everyone together in the same room and let them know what we’re all about,” Percy said. “We’re hoping to start creating a synergy.”

BY THE NUMBERS

Here is a breakdown of some of the facts and figures for 2007 provided in the Niagara Tourism and Convention Corporation’s return-on-investment report to Niagara Falls:

• 365,067: Estimated number of travelers served by NTCC — a 37 percent increase over 2006

• 22 million: Hits the Niagara-USA Web site generated

• 44: Tourism and marketing tradeshows NTCC officials attended throughout the country

• 7.5 percent: Increase in hotel occupancy in 2007 over 2006

• 13.3 percent: Increase in hotel revenue in 2007 over 2006

• 40 percent: Percentage of visitors who spent $100 or less while visiting Niagara Falls*

• 5 percent: Percentage of visitors who spent $400 or more while visiting Niagara Falls*

* Results based on a visitor’s survey conducted by NTCC