2015

ANNUAL
REPORT

Prince William & Manassas Tourism Investments

Recent Investments

PRESIDENT/CEO MESSAGE
The Prince William & Manassas Convention & Visitors Bureau
has been hard at work, both publicly and behind the scenes, to
create the perfect environment for our region to be successful in
promoting tourism for many years to come.
FY 2015 HIGHLIGHTS INCLUDE:
- Prince William & Manassas launched a new destination video
that has received over 78,000 views.
- 20+ Travel journalists visited from around the United States
and Canada resulting in Prince William & Manassas being
featured in a host of national and international publications.
- Hotel occupancy in Prince William & Manassas is up 4% and
average daily rate is up $1.18 from FY14
- Over 30 million dollars was invested in new tourist attractions
and infrastructure for future tourism related projects in Prince
William & Manassas this year.
The tourism industrys dedication to working together
contributed to these successes in FY2015. Thank you for your
continued support, partnership and pride in our region.

Homewood Suites / HGI Woodbridge

Potomac Town Center
Elite Shooting Sports
Promenade at Virginia Gateway Gainesville
Tin Cannon
Bad Wolf Brewing
Heritage Brewing Company
Growling Bear Brewing
Ornery Brew Pub
KO Distillery
Future Tourism Investments
Home 2 Suites Woodbridge
Potomac Science Center
Murlarkey Distillery
Potomac Shores Hotel, Conference Center & Resort
Americans at Wartime Museum
Minor League Stadium Potomac Nationals at Potomac Town Center

2014 Tourism Numbers

Warm Regards,
Tourism also supported 6,596 jobs in Prince
William, Manassas, and Manassas Park
and provided $25 million in state taxes
and $9.6 million in local taxes.

Ann Marie Maher

Prince William, Manassas, and Manassas

Park generated $593 million in tourism
revenue, a collective increase of 3.8% compared to 2013.

FY2014

FY2015

Group Sales
Total Leads
Overnight Leads
Room Nights
Day/Service Leads
Reported Room Nights
Planner Interaction

83

109

40
8,222

53
6,485

43

56

19,437

25,393

674

1,157

Communications
Stories Generated

144

153

Visitor Guides
Distributed
Website Total Visits

125,000

125,000

175,560

143,769

Website Page Views

351,641

487,385

New Facebook Likes

2,059

3,786

N/A

531

FY 2014
VISITATION

FY 2015
VISITATION

Tourism Visitation

3,421,877

3,174,531

The top tourist attractions in Prince

William & Manassas continue to be the Manassas
National Battlefield, the National Museum of the
Marine Corps, Jiffy Lube Live, Potomac Mills and
Prince William Forest Park

Consumer Inquiries

New Twitter Followers

Visitor Center
Visitor Center Traffic

18,678

20,566

Prince William County TOT Revenue

FY2014

$3,096,400

FY2015

$3,303,757

Average Daily Rate

Average Occupancy

Average Rev Per Avail Room

$81.27 vs $82.45

$59.7% vs $63.8%

$49.08 vs $53.01

FY2014

FY2015

FY2014

FY2015

FY2014

FY2015

DISCOVER PRINCE WILLIAM & MANASSAS

STRATEGIC PLAN

Discover Prince William & Manassas is the regions official destination marketing organization. We are a not-forprofit organization (a joint city-county agency) supported by transient room tax. We work to provide information
on accommodations, attractions, recreation, dining and more to group and leisure travelers.
Through partnerships with the local business community across numerous industries, our goal is to attract visitors
to Prince William County and the City of Manassas and ensure they have a wonderful experience while visiting.

To market, promote and develop Prince William and Manassas as a tourism

and group destination thereby stimulating economic growth and vitality.

Build brand awareness and generate visitation from individuals to

Prince William & Manassas
Generate visitation from groups to Prince William & Manassas
Secure resources to achieve the mission and objectives
Conduct research to determine best marketing strategies and to track performance measures
Encourage product development and infrastructure improvements that are consistent with the CVBs mission
and the brand for the destination
Build community support for tourism and the CVB

 Adheres to the highest professional standards in all its actions.

Holds itself accountable for achieving its mission and objectives as a
collaborative leader within the industry and community.
Efforts and decisions will be responsive to market conditions, research data
and cost/benefit analyses.
Recognizes which constituent groups represent its customers, partners, and beneficiaries
and responds to their needs and expectations accordingly.

Customers = visitors, travel trade, and planners

Partners = hospitality industry, governments and business

Beneficiaries = the community and the hospitality industry
Expands existing markets, while exploring new market opportunities for the destination.
Primarily maintains a long-term, strategic marketing focus; and partners with others to respond
to short-term marketing opportunities.
Supports events that are consistent with its mission, performance measures and destination brand.
Primary responsibility is to pursue market segments that will produce the best R.O.I
Creates and implements a two-year fully integrated marketing plan
Measures R.O.I. on a three-year cycle rolling average.

Will use data as appropriate for product development thats consistent with its mission, imperatives and objectives.

We track and communicate the results of our efforts on the basis of the following:
CVB PERFORMANCE MEASURES

DESTINATION INDICATIORS

Economic impact of tourism

Occupancy
Bed tax collections
All sales tax collections
Restaurant sales tax
Length of stay
Per person expenditures
Attraction attendance

Return on Investment (R.O.I.)

Inquiries converted
Cooperative resources generated
Bookings (convention, event, tour)
Booked room nights vs. actual
Group leads converted
Visitor Center traffic
% overhead expenses
Media (reach, quality, volume)

Outdoors (Active)
within 400 miles
Rationale

TARGET MARKETS
LEISURE

Great product for Golf, Hiking,

Biking, Fishing & Boating
segment, accessible by road,
affordable, family friendly,
historic aspect helps separate
from competition.

Train Enthusiasts
Rationale
Rail history, existing
festival, accessible, higher
end travelers

Civil War History Enthusiasts

Rationale

Cost Conscious
Families
within 400 miles
Rationale
Accessibility,
affordability,
product needs fit, activities,
historical offerings an asset,
housing alternative to DC,
partners value weekend pattern

In Market Visitor
Rationale
Impact visitor satisfaction,
increase spend for overnight
and day visitors, possibly extend
the stay, expand presence without significant additional costs

Military History Enthusiasts

Rationale
Civil war battlefields, National Museum of the
Marine Corps, accessible location, price point
lines up, other regional military history product
partnering potential, valued by partners/good
coop opportunities, some ancillary offerings

25 civil war sites in Prince William & Manassas , along

national civil war trail route (Gettysburg, Antietam,
Harpers Ferry, etc.) accessible location, price point
lines up, other regional military history product
partnering potential, valued by partners/good
co-op opportunities, some ancillary offerings

Travelers
Interested
in Paranormal
Rationale
Partners currently have
product, some TV exposure,
ghost tours available

General Population
within 500 miles
Rationale
Create awareness and
positive perception of
Prince Wiliam & Manassas
and build day trip business

Adult/Senior
Tour Operators

Weddings

Rationale

Rationale

Accessibility, motor coach friendly, affordability, group size fits,

proximity to DC, partner co-op opportunities.

Unique venues for weddings,

accessible (airport and 66 & 95),
affordable, affordable for CVB

Meeting
(150 Room Nights or Less)
Rationale

Reunions
(Military & Family)
East Coast based,
Less than 200 attendees

Valued by partners if off-peak,

affordable product is asset,
proximity to DC

Rationale
Good product match, costs in line, location/accessible road & rail,
DC, History, valued by partners thus co-op opportunities

Sports (Amateur)
Rationale
Perceived opportunity

Student Tour Operators

Rationale
Affordability, history, proximity to
DC, accessibility, performance
opportunities.

International Traveler
Rationale
Partnering opportunity with CRUSA,
Dulles, DC proximity, Civil War
interest in segment, affordability,
shopping, authentic American towns.

TARGET MARKETS
GROUP

01
FY 2015
What we do: Generate group room night for Prince William
& Manassas hotels and help with hospitality products and
service sales to groups in our target markets. From hotel
accommodations to activities and tours to brochures for goodie
bags, We work to create the best stress-free planning process
and group experience possible.
FY 2014

FY 2015

Total Leads

83

109

Overnight Leads

40

53

8,222

6,485

43

56

19,437

25,393

674

1,157

Room Nights
Day/Service Leads
Reported Room Nights
Planner Interaction

TRADE SHOWS & SALES MISSIONS

Virginia Motorcoach Association
North Carolina Motorcoach Association
Motor Coach Association of South Carolina
Student Youth Travel Association

Richmond, VA
Regional FAM

Sales Mission to New York, NY

Reunion Friendly Network
Ontario Motor Coach Association
Sales Mission Canadian Automobile Association

New York, NY
Albuquerque, NM
Ottawa,ON
Canada

Your Military Reunion Connection

Post Your Military Reunion Connection FAM

Charleston, SC
North Carolina
South Carolina
New Orleans, LA
St. Louis, MO
New Orleans, LA

Travel South International

American Bus Association
Faith Travel Association
National Tour Association
Northern Virginia Visitor Consortimum Sales Mission

New Orleans, LA
Montreal &Toronto
Canada
Pennsylvania Bus Association
King of Prussia, PA
Virginia Tourism Corporations Mid-Atlantic Sales Mission Mid-Atlantic Region
Phill Vassar Tour Operator Event
National Association of Sports Commissions
Receptive Tour Operator Summit

Manassas, VA
Milwaukee, WI
New York, NY

IPW (International Pow Wow)

Orlando, FL

Family Adventure Pass Development

$50 per pass includes discount admission to
Splashdown Waterpark, Rebounderz Manassas & Laser
Tag Manassas. Plus, special offers from Olive Garden, City
Grille, Okras Cajun Creole, Hylton Performing Arts
Center, Potomac Mills, Potomac Nationals, Blue Arbor Cafe,
Rivershore Charters and the National Museum of the
Marine Corps.
Sold through online travel agents such as Expedia & Viator

Virginia by Rail Sales Mission

September 2014 -New York & New Jersey
Sales calls made to International Receptive Operators
promoting VACVB award-winning regional itinerary
developed in partnership with Fredericksburg, Richmond
& Norfolk CVBs

Missing In America Project

Program Inception: February 2, 2013
Groups have participated to date: 20
Total Visitors from program: 889
Groups can pay their respects at Quantico National
Cemetery with a private flag laying ceremony at the
graves of veterans whose remains were previously
forgotten. Hosted by the Missing in America Project
(MIAP), their mission is to find, identify and provide
full military burial for these now remembered heroes.
Groups have the chance to hear from a MIAP
volunteer about the time consuming process
identifying the veterans, as well as show them how to
distinguish between the Missing In America Project
veterans and their comrades in the cemetery. The
experience is complimented by a guided tour with the
cemeterys staff, helping them recognize the different
types of stones used, the precision expected when
interring the veterans and their families, and how they
conduct the funeral ceremonies

ADVERTISING
Strategy: Our emphasis is on digital
advertising to be enhanced by
print advertising when deem appropriate
for the specific market targeted.
What we do: Develop the Bureaus marketing and
communication strategies, and devises and implements
results-oriented programs with the purpose of enhancing the
image of the Prince William & Manassas as an attractive
leisure and group destination. The department is also
responsible for developing all advertising and collateral
materials to support the marketing programs and all other
departments.

FY2014

FY2015

Visitor Guides Distributed

125,000

125,000

Website Total Visits

175,560

143,769

Website Page Views

351,641

487,385

2,059

3,786

N/A

531

New Facebook
Likes
New Twitter
Followers

In FY 15, Our main campagin

was digital display ads featuring NetSeer
& Spongecell Technology.
NetSeer is the patented online reach
technology allowing us
to place our messages on relevant web
pages of content.Spongecell is rich
media technology that allows us to include video, slide shows and
other features in our ads so the consumer can engage with our
brand without having to leave the website they are viewing.

Campaign Goal: Promote travel to Prince William & Manassas

from origin markets of DC, NY, VA, NC, PA, MD, FL, NJ,
OH, GA, SC, and WV. Ads ran in Fall & Spring on more than
1,500 websites over the course of the
campaign, allowing for extensive reach
in the selected geography, yet with micro
targeting to the individual based on page
relevance.
&
30 (DCA)
(IAD)

001-703-396-7130

&

www.DiscoverPWM.com

In addtion, we do extensive advertisng

through Google, Virginia Tourism
Coroporation, Trip Advisor, Facebook
& Twitter. We reach the international
market through Captial Region USA with
ads in their UK, Germany, China, France
and Brazil holiday guides and websites.

DiscoverPWM.com Traffic by Country

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

United States
Canada
Brazil
United Kingdom
India
Philippines
Mexico
Germany
Israel
DISCOVERPWM.COM
Total Visits In FY 15
Italy
143,769

78,000+ Total Views

Facebook.com/discoverpwm
Total Likes 10,332
New Facebook Likes 3786

@DiscoverPWM
Total Followers 1,826
New Twitter Followers 531

DiscoverPWM.com Blog
Launched in March 2015
Total Pageviews 4,207
Drove an additional 4,118 clicks to the website in FY 2015
Top 5 Blog Posts
1. Top 10 Things to Do in Prince William & Manassas
2. Girls Getaway Weekend
3. Discover Delicious Wine & More at the Winery at LaGrange
4. 5 Reasons to Plan a Golf Getaway to Prince William & Manassas
5. Discover Small Town Charm

Debuted January
2015

48,623 Views
2,405 Views
27,843Views

What we do: Promote travel to Prince William &

Manassas by soliciting and supporting members of the
media to create positive editorial coverage. Consumer
and travel trade publications are important in this
endeavor, as well as freelance writers, photographers,
targeted publications and electronic mediums. The
department conducts FAM and individual press tour.
Staff members continuously research and pitch new
and
evolving stories to generate media interest.

FY 2014 FY2015
Stories Generated

144

153

FY 15 Press highlights include:

Whales on Sunday (UK publication) covered WWII Spy training at Prince William Forest Park
Mens Health coverage Outdoor Activities
Most Haunted Virginia Blog covered Weems Bott Museum
Huffington Post covered City of Manassas, Moms Apple Pie, Marine Corp Museum, & Battlefield
Packed Suitcase Blog Covered Historic Occoquan and Historic Downtown Manassas
Sports Destination Management Magazine covered fishing at Leesylvania State Park

Monthly Consumer Newsletters

Current Database Subscribers: 29,000
In FY 15, E-Newsletter drove 4,700 clicks to Discoverpwm.com
Newsletter contains seasonal information on attractions, dining, shopping and
upcoming events in order to attract visitors to the area.

20+ Travel Writers Visited

Prince William & Manassas in FY15
Trekaroo
WQMX-FM
Blue Ridge Outdoor
Arztliches Journal (Netherlands)
History Channel
Getaway Mavens
Smoke & Fire News
Northern Virginia Magazine
Richmond Family Magazine
National Geographic Traveler (China)
Global Times Online (Beijing)
China Business News (China)
Hainan Haishi Travel Satellite TV(China)
Air China Limited (China)
DC Center China (China)
Travel Channel (China)
Wales on Sunday (UK)
Sunday Mercury (UK)
Family Travel Files
AAA Motorist
Glouster-Matthews Gazette
Packed Suitcase

The Northern Virginia Visitors Consortium

held a Sales mission with a media event
involving industry partners from Virginias
Cultural Region in Quebec & Toronto in
March.
A 2-day mission was held in each province
with a formal media event (targeting 30+
media), desk side media visits, calls to Tour
Operators and a lunch & learn at CAA.
The mission has resulted in 2 Travel Writers
visiting our area this past August and so far 8
articles having been published about the area.

Sports Tourism Committee

The Sports Tourism Committee was created as an advisory

group made up of industry stakeholders to enhance and promote
Prince William & Manassas as a destination for sports-related
events therefore creating a positive economic impact on the
area. The task force will provide a platform for communication
and collaboration to the CVB Board on issues related to sports
tourism.
Objectives:
Develop a means in which to measure the potential economic
impact of various sporting events
Complete a comprehensive review and evaluation of sportsrelated venues out of which an internal database and external
marketing piece can be developed
Work with local leagues and clubs to improve the yield from
existing events through increased attendance or length of stay

Discover Prince William & Manassas sponsored the games along

with
Fairfax & Loudoun Counties. Sponsorship included:
Reciprocal Link on Web Site
Logo on all official programs/signage
Web banner advertising
Destination Blog Post (see attached)
Physical presence at Athlete Village in Reston during the
Games
Customized print-piece inserted into 12,000 Athlete Registration
Bags promoting Prince William (see attached)
Visitor information/welcome tables at Prince William &
Manassas venues during events. Partners had the opportunity to
provide brochures, discount/coupons and/or giveaways at all 5
venues

Sporting Events
Secured By
Sports Tourism Committee
Cabelas King Kat
(March 14, 2015)
Fishers of Men
(October 9-10, 2015)

3v3 Live Soccer

(August 1-2, 2015)
USA BMX
(July 1-3, 2016)

Fun Run Marathon

Virginia Sate
(September 25, 2016)
Little League Baseball
(July 14-19, 2016)
Virginia State Majors
Little League Baseball
(July 2017)

Discover Prince William & Manassas held its annual National

Tourism Week Luncheon & Industry Awards Event on May 8, 2015 at
the newly opened Hilton Garden Inn Woodbridge.
The annual industry award ceremony honors individuals and
organizations who contribute to the promotion and development of
Prince William & Manassas as a tourism and group destination. The
industry awards were sponsored by the Virginia Hospitality & Travel
Association.
Keynote speaker, Dr. James F. Petrick, of Texas A&M University,
presented preliminary findings from Discover Prince William &
Manassas recent tourism research initiative with eBrains Inc. Nearly
100 tourism partners, elected officials and local businesses dependent
on travel and tourism attended.

2015 Industry Award Winners

Partner of the Year
Missing in America Project/Quantico National Cemetery

Tourism Leader Award

Earnie Porta, Occoquan Transportation Company

Tourism Champion Award

Maureen S. Caddigan, Vice Chair, Potomac District

Stellar Service Award

Doug Horhota, Manassas Museum System

Prince William County Board of Supervisors

MARKETING
&
COMMUNICATIONS

Susan Plattner
Office Manager
Direct: 571-482-7051
splattner@discoverpwm.com

Wendie Vestfall
Director of Marketing & Communications
Direct: 571-482-7043
wvestfall@discoverpwm.com

Mark Kowaleswski
Director of Sales
Direct: 571-482-7059
mark@discoverpwm.com

Kim Sherwood
Administrative Assistant
Direct: 703-396-7130
admin@discoverpwm.com

Christine Bury (Based in Occoquan) Ray Moore

Mail Room
Visitor Service
Direct: 703-396-7130
Direct: 703-491-4045
visitorcenter@discoverpwm.com

Nicole Warner
Marketing & Communications Specialist
Direct: 571-257-3218
nwarner@discoverpwm.com

Mike Stoupa
Sales Manager
Direct: 571-482-7049
mstoupa@discoverpwm.com

Jordan McElwain
Marketing & Communications Associate
Direct: 571-482-7050
jmcelwain@discoverpwm.com

TACT
N
O

US

SALES

Ann Marie Maher

President/CEO
Direct: 571-482-7048
amaher@discoverpwm.com

EXECUTIVE
&
OPERATIONS

Discover PWM Partner Connection

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SIT US
VI

Main Office
10611 Balls Ford Rd
Suite 110
Manassas, VA 20109
Phone: 703-396-7130
Fax: 703-396-7160

Visitor Center
200 Mill St
P.O. Box 123
Occoquan, VA 22125
Phone: 703-491-4045
Fax: 703-491-4057

EXECUTIVE
COMMITTEE

Thida Win-Love
Chairman
thida.win@hilton.com
Representing Discover PWM
Sally Wood
Vice Chairman
swood@pwcgov.org
Representing PWC
Parks & Recreation

Lucy Beauchamp
lucybeauchamp44@gmail.com
Representing Coles District
Jane Beyer
jbeyer@pwcgov.org
Representing Potomac District
Dave Bolen
dbolen@academybus.com
Representing Discover PWM

Janice Cunard
Secretary
jcunard@verizon.net
Representing Occoquan District

Doug Burroughs
flower.gallery@gmail.com
Representing Gainesville District

Steve Chapman
Treasurer
steve@washmydeck.com
Representing PWC At-Large

Jason Grant
jdgrant@pwcgov.org
Representing PWC
Communications Office

Brendon Hanafin
bhanafin@pwcgov.org
Representing PWC
Historic Preservation
Lisa Krauss
lvkrauss@gmail.com
Representing Woodbridge District
Diane Raulston
draulsl@aol.com
Representing Neabsco District
Pamela Sackett
sackettpjm@yahoo.com
Representing Brentsville District
Patrick Small
psmall@ci.manassas.va.us
Representing City of Manassas