Transcript 2015 tripp facts - Visit Frederick

Tourism Reinvestment In Promotion & Product
Tourism Advertising Awards
& Development Grants
Tourism Council of
Frederick County, Inc.
TRIPP
Program
Workshop
A
program through which TCFC
partners with non-profit attractions
and events to bring residents of other
areas to visit Frederick County.
 $260,000
allocated from the Tourism
Council of Frederick County budget
for FY18 TRIPP awards.
TRIPP
Program
Workshop
 Increase
the number of visitors to Frederick
County and the amount of money they
spend while visiting.
 Increase
overnight stays in Frederick County
hotels, thereby replenishing and increasing
the hotel tax revenue that is used to fund
this program.
 Enhance
the overall attractiveness and
marketability of Frederick County as a
destination.
TRIPP
Program
Workshop
Tourism Advertising Award
 Placing advertising exposing non-local
audiences to local non-profit
attractions and events.
Tourism Development Grant
 Development of tourism product
through non-profit attractions, events
and activities.
TRIPP
Program
Workshop
Group Overnight Incentive Program
 Reimbursement of $10 per room night
generated to organizations generating a
quantity of overnight hotel stays.
Unanticipated Opportunity Fund
 Advertising or Development
opportunities which could not have been
anticipated prior to March 31.
TRIPP
Program
Workshop
 $260,000
follows:
for FY18 to be allocated as
$ 26,000 combined for the
Group Overnight Incentive Program
and Unanticipated Opportunity Fund
$164,000 for the Advertising Awards
$ 70,000 for Development Grants
TRIPP
Successful applicants…

Identify attributes of their attraction or event that would
motivate residents of areas outside of Frederick County to
visit/attend.

Demonstrate the ability to attract and measure visitors from
outside of Frederick County.
Ideas for measuring out of town visitors:
 Ask for zip codes of attendees as they enter
attraction/event.
 Count out-of-state license plates at your site or event
 Ask merchants to collect zip codes throughout the year
 Have a raffle where participants must fill out a survey
capturing demographics to enter
 Post a map and have participants mark their hometown
Program
Workshop
TRIPP
Program
Workshop
Tips for Success

At the end of the grant, the applicant should be
able to measure successes tied to the funding
and information about visitors.



Compared to last year, sales during the festival
increased 20%
38% of attendees were from outside of Frederick County
90% of survey respondents spent over $50 at the event
TRIPP
Program
Workshop

Complement TCFC’s goals of increasing the
number of visitors, visitor spending and
length-of-stay

Partner with other entities to achieve goals
 Partners do not need to be non-profits
 Partners cannot include hotel, motel or other
lodging businesses located outside of Frederick
County
TRIPP
Program
Workshop
FY18
TRIPP Applications are
due no later than 5pm,
Friday, March 31, 2017
90.0
%
80.0
70.0
60.0
If not promoting a
year-round attraction, events
that will drive overnight stays
during nonpeak times have the
next greatest appeal.
50.0
40.0
30.0
20.0
Frederick County Hotel Occupancy–
consistent peaks & valleys over multiple years
10.0
0.0
Jan
Feb
Tourism
Mar Council
Apr of Frederick
May County
Jun
Jul
Aug
Sep
Oct
Nov
Dec
TRIPP
Program
Workshop
 Minimum
request is $1,500 (total media
schedule of $3,000)
 Maximum
mixed local & non-local
request is $10,000* (total schedule of
$20,000 or more).
Cash match is 50%.
 *If
submitting an all non-local media
schedule maximum request is $30,000
(total schedule of $50,000).
Cash match is 40%.
TRIPP
Program
Workshop
 Minimum
request is $1,500 (total
project of $3,000)
 Maximum
request is $15,000 (total
project of $30,000 or more).
TRIPP
Program
Workshop
 Advertising
must run in FY18 (July 1,
2017 – June 30, 2018).
 Development
Grant projects must begin
in FY18. It is recognized that some
projects may require more than a year
to complete. Up to 24 months will be
allowed, after which no TRIPP funds will
be released for the project without
TCFC approval of a timely written
request for a project extension.
TRIPP
Program
Workshop
 For
Advertising Awards, match must be
all cash.
Cash match for mixed local/non-local
media schedule is 50%.
 Cash match for all non-local media
schedule is 40%.

 For
Development Grants, 25% of the
match can be in-kind (documented
donations of goods or services for the
project, but not staff or volunteer
time).
TRIPP
Program
Workshop
 $164,000
available for FY18 TRIPP
Advertising awards.
TRIPP
Program
Workshop
 One
application to apply for either
Advertising Award and/or
Development Grant.

You may submit 2 separate applications (one
Advertising and one Development) if your proposed
projects are not closely related.
 Applicants
submitting for an
Advertising award proposing an all
non-local media schedule may apply
for up to $30,000.
TRIPP
Program
Workshop
 New
for FY18
All Non-Local media
Maximum request is $30,000
Cash match is 40%
 Submit
media schedule “N” with
application. The media schedule
budget must be placed with only nonlocal media outlets that can
demonstrate at least half of their
audience resides outside Frederick
County.
TRIPP
Program
Workshop

Mixed media (local and non-local)

Maximum request is $10,000 (at least half of
the schedule’s budget must be placed with
media outlets that can demonstrate that at
least half of their audience resides outside of
Frederick County)

Cash match is 50%

Submit media schedule “M” with application.
TRIPP
Program
Workshop

In addition to banner ads or skyscraper ads placed on
websites, digital advertising includes paid social
media advertising, paid video placement, native/
sponsored content on relevant web channels, mobile
advertising, etc.

All paid digital content and online advertising funded
through TRIPP must include a link to a page with
related content on the awardee’s website. That
landing page on the awardee’s website must include
the TRIPP “Visit Frederick City & County” logo graphic
with a live link to the VisitFrederick.org website.

Proof of performance for paid social advertising must
include a detailed invoice, screenshot of the post
while it is live, and a campaign performance report
broken down by region. Visit Frederick’s applicable
social media channel must be tagged in the post.
TRIPP
Program
Workshop
File is formula driven, no need to enter data in Total Cost columns
Fill in 2 columns - Total # of insertions
column & Local OR Non-local column as
applicable
Please complete all information requested
Banners, posters, postcards, direct mailings
and design are not considered media
advertising
Name of Media Outlet:
ABA Destinations
Unit
Size
1/2 page
Insertion date(s)
11/3/17
Local Media
Total # of
Cost
Insertions per Ad
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
TOTAL:
NOTE: At least half of the media schedule budget must be placed with media outlets
that can demonstrate at least half of their audience resides outside of Frederick County.
If non-local media total is not larger than local media total, please revise prior to submitting
Non-Local
Media
Formula driven - no need to
enter data in these 2 columns
Total Cost
Local Media
$
$
$1,250 $
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
-
Cost
per Ad
Balance of ads:
If requesting a combination of local and non-local media - use this form
Total Cost
Non-local Media
$
$
$
1,250.00
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
1,250.00
Nonlocal
percentage
okay
Maximum request is $10,000 ($20,000 total media) (50% TRIPP & 50% Cash Match)
Total Media
$
1,250.00
$
625.00
If entire budget is non-local media use "N" Non-local media form only
Total Tourism Grant requested
TRIPP
File is formula driven, no need to enter data in Total Cost columns
Fill in 2 columns - Total # of insertions
column & Local OR Non-local column as
applicable
Please complete all information requested
Banners, posters, postcards, direct mailings
and design are not considered media
advertising
Unit
Size
Name of Media Outlet:
Insertion date(s)
ABA Destinations
1/2 page
11/3/17
Frederick News-Post
2x4
12/ 3 - 5/17
Local Media
Total # of
Cost
Insertions per Ad
0
0
1
0
0
3
$500
0
0
0
0
0
0
0
0
0
0
0
0
0
0
TOTAL:
NOTE: At least half of the media schedule budget must be placed with media outlets
that can demonstrate at least half of their audience resides outside of Frederick County.
If non-local media total is not larger than local media total, please revise prior to submitting
Non-Local
Media
Formula driven - no need to
enter data in these 2 columns
Total Cost
Local Media
$
$
$1,250 $
$
$
$ 1,500.00
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$ 1,500.00
Cost
per Ad
Total Cost
Non-local Media
$
$
$
1,250.00
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
1,250.00
Balance of ads:
Local total
too high
If requesting a combination of local and non-local media - use this form
Maximum request is $10,000 ($20,000 total media) (50% TRIPP & 50% Cash Match)
Total Media
$
2,750.00
$
1,375.00
If entire budget is non-local media use "N" Non-local media form only
Total Tourism Grant requested
Program
Workshop
TRIPP
Program
Workshop
File is formula driven, no need to enter data in Total Cost column
Please complete all information requested
Banners, posters, postcards, direct mailings
and design are not considered media
advertising
Name of Media Outlet:
Fill in both of these columns
Unit
Size
Insertion date(s)
Total # of
Insertions
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
NOTE: This media schedule budget must be placed with media outlets
that can demonstrate at least half of their audience resides outside of Frederick County.
Non-local Media
Cost
per Ad
Total Media
Formula driven - no
need to enter data
in this column
Total Cost
Non-local Media
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
-
$
-
$
-
Use this form if the entire TRIPP budget request is for non-local media
Maximum request is $30,000 ($50,000 total media) (60% TRIPP & 40% Cash Match)
Total Tourism Grant requested
TRIPP
 TRIPP
logo should occupy at least 10% of
print ad space (or 2” minimum width,
whichever is larger).
 TRIPP logo incorporates State logo.
Required logo size is
based on the State
requirement for
minimum size of
Maryland’s “crown
logo” in ads using
State marketing grant
funds, which include
TRIPP ads.
Program
Workshop
TRIPP
Program
Workshop
 Those
awarded $10,000 or more may be
subject to a minimum ad size and
preapproval requirements to comply with
State Tourism marketing grant guidelines.
TRIPP
 Applicant
places the ads. TCFC must
directly pay the media outlet. The
awardee will submit a Request for
Payment form, media outlet
invoice(s), proof of performance
(original tear-sheet, radio spot audio
file, etc.) and 50% (mixed media
award) or 40% (all non-local award) of
total invoice amount* as cash match to
TCFC.
* until TRIPP award is expended, then awardee pays
match plus remainder.
Program
Workshop
TRIPP
Program
Workshop
 It
is important to properly submit request
for payment (request for payment form,
invoice, cash match and actual size tear
sheet) to TCFC at least 10 days prior to
the due date of the invoice.
TRIPP
Program
Workshop
 Destination
Development Grants are
available to non-profit organizations
(potentially in partnership with for-profit
organizations) to assist with up to 50% of
the cost of tourism projects in Frederick
County, to include: exhibits, events,
activities, festivals, conferences, or
programs in order to develop new tourism
products for TCFC to promote.
TRIPP
Program
Workshop
 Funding
in FY18 - The program has
$70,000 to award TRIPP Destination
Development Grants.
TRIPP
Program
Workshop

The preferred use of funds is for one-time or
start-up project costs. Applicants proposing
ongoing activities are encouraged to work
toward becoming self-sustaining.

Create new reasons for residents of other
areas to want to visit Frederick County. A
new or enhanced attraction, exhibit, or a
major event (those attracting at least 500
attendees).
TRIPP
Program
Workshop
 Capital
projects (construction,
acquisition or renovation of fixed assets),
particularly those that directly improve
the visitor experience, will also be
considered.
TRIPP
Program
Workshop
 All
printed materials printed with TRIPP
Program funds must include the Tourism
Council’s logo that is included in TRIPP
agreements and the “For information…”
phrase
TRIPP
Program
Workshop

Previous grants - Applicants must close out
all projects awarded prior to FY16 on or
before by the application deadline. No
applicant can have more than two Product
Development Grants open at one time.
TRIPP
Program
Workshop
 Provides
a cash incentive for local nonprofit organizations and events that
generate a quantity of overnight hotel
stays in Frederick County during FY18.
 At
least ten hotel room nights per
hotel must be sold within a single
month as a result of the applicant’s
efforts on behalf of visitors to their
attraction or event.
TRIPP

Maximum cash payment to a single organization is
$4,000 in a single calendar month, beginning with
July, 2017. (May apply for additional funds in
future months if funding remains in the incentive
pool.)

First-come basis until the pool is depleted. If
multiple organizations involved with the same
tour group or room block submit for the same
hotel room nights, the incentive will be shared
among the organizations.

The General Manager or Sales Manager of the
hotel(s) where the group stayed will need to sign
certification documentation to validate that the
room nights were sold and used, prior to the
organization receiving the incentive payment.
Program
Workshop
TRIPP
Program
Workshop
Funds
to be awarded in FY18 for
marketing or development
opportunities that could not have
been anticipated at the time of
the TRIPP application deadline.
TRIPP
Program
Workshop
 Use
FY18 Grant application.
 Explain
in a cover letter why the
opportunity could not have been
anticipated prior to the regular TRIPP
program deadline.
 Applications
may be submitted after
the regular TRIPP application
deadline, for opportunities in FY18.
TRIPP
Program
Workshop

March 31 -
Deadline for applications to be
submitted to TCFC

First week in April - Copies of applications with scoring
sheets distributed to Selection
Committee

First week in May - Committee meets for Selection
Day

May -
TCFC Board consideration of
recommendations

Mid-May -
Announcement of TRIPP awards
Questions?
Patsy Ensminger
301-600-4043
John Fieseler
301-600-4041
TRIPP
Program
Workshop