Tourism Reinvestment In Promotion Product Tourism Advertising Awards

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. �FY 19 TRIPP budget = $275, 000

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 29.

TRIPP Program Workshop � $275, 000 follows: for FY 19 to be allocated as $ 20, 000 combined for the Group Overnight Incentive Program and Unanticipated Opportunity Fund $165, 000 for the Advertising Awards $ 90, 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 For le increased 20% mp � 38% of attendees were from outside of Frederick County a x E � 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 �FY 19 TRIPP Applications are due no later than 5 pm, Thursday, March 29, 2018

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 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 FY 19 (July 1, 2018 – June 30, 2019). � Development Grant projects must begin in FY 19. 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 � $165, 000 available for FY 19 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 �FY 19 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.

TRIPP Program Workshop � 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 Visit. Frederick. org website

TRIPP Program Workshop � 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 should be tagged in the post.

TRIPP Program Workshop � Advertising which is required to be paid at the time of insertion, such as Facebook ads, may be provided as in-kind match for non-local media schedules only. � Advertising paid directly by applicant can only represent 10% of the budget. � Facebook and other prepaid media documentation for non-local media proof of performance will be submitted for the files.

TRIPP Program Workshop � If the request is for mixed local or nonlocal advertising and the request is not fully funded, a revised media schedule will be requested prior to an award agreement being executed maintaining the minimum percentage of non-local advertising.

TRIPP File is formula driven, no need to enter data in Total Cost columns Program Workshop

TRIPP File is formula driven, no need to enter data in Total Cost columns Program Workshop

TRIPP Program Workshop File is formula driven, no need to enter data in Total Cost column

TRIPP � TRIPP logo should occupy at least 10% of print ad space (or 2” minimum width, whichever is larger). � TRIPP logo incorporates State logo. Sam ple ad 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 � 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 � Those awarded $10, 000 or more: � Will open a separate account for TRIPP with vendor setting up as Visit Frederick/ (awardee name and address). � May be subject to a minimum ad size and preapproval requirements to comply with State Tourism marketing grant guidelines.

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 FY 19 - The program has $90, 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 � Proof of performance is required. 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 FY 17 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 FY 19. �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, 2018. (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 FY 19 for marketing or development opportunities that could not have been anticipated at the time of the TRIPP application deadline.

TRIPP Program Workshop �Use FY 19 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 FY 19.

TRIPP Program Workshop � Ensure the person implementing the grant understands how the grant process works.

TRIPP Program Workshop � March 29 - 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 WWW. VISITFREDERICK. ORG/TRIPP

TRIPP Program Workshop