2015

ANNUAL
REPORT

PRESIDENT/CEO MESSAGE
What an incredible year for Prince William & Manassas tourism! The numbers
are undeniably impressive...visitors to Prince William & Manassas generated
$593 million in direct expenditures in 2014, a collective increase of 3.8%
compared to the previous year. Prince William County continued its recovery
from the federal government shut-down and sequestration of the preceding
year with hotel occupancy tax collections increasing by 7% to total more than
$3.3 million. Hotels in Prince William County provided motorcoach group
tour visitors with an estimated 131,900 room nights annually and the direct
economic impact of group tours in Prince William County reached $89.5
million.
Discover Prince William & Manassas is a leader in enhancing our growth
through visitor-related economic development. Through strategic partnerships
with area businesses, educational institutions and government officials, we
were able to continue to educate Prince William & Manassas stakeholders
and residents on the value, and relevancy, that the tourism sector plays in our
economy. Many members of our staff have been elected to leadership positions
of local, regional and national industry organizations, continuing to raise
awareness of our organizations critical mission.
Our 8 person staff in the areas of sales, visitor services, communications,
marketing and sports tourism all exceeded their goals, and through hard work
and innovative ideas, they positively impacted Prince William & Manassas
reputation and brand on a national level as a premier leisure, sports and group
destination.
Looking ahead, Board of Directors and staff will undergo an in-depth strategic
planning process that will allow us to review our mission, identify new or
revised target audiences, prioritize marketing initiatives and meet new and
updated goals.
On behalf of the Discover Prince William & Manassas Board of Directors, I
would like to thank the Prince William County Board of County Supervisors,
Manassas City Council and all local hospitality businesses for their continued
support of our important mission.

FY 2015
VISITATION

Tourism Visitation

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

2014 Tourism Numbers

Tourism 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.

Warm Regards,

Ann Marie Maher

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

Prince William & Manassas Tourism Investments

Group Sales

Recent Investments

Total Leads/RFPs

83

109

Overnight Leads/RFPs
Room Nights

40
8,222

53
6,485

Day/Service Leads
RFPs
Reported Room Nights

43

56

19,437

25,393

674

1,157

Group Planner
Interaction

Homewood Suites / HGI Woodbridge

Potomac Town Center
Elite Shooting Sports
Promenade at Virginia Gateway Gainesville
Tin Cannon Brewing Company
BadWolf Brewing
Heritage Brewing Company
Growling Bear Brewing Company
Ornery Beer Company
KO Distilling
Future Tourism Investments

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

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
2 Silos Brewery & Bistro
Marriott at Virginia Gateway

Consumer Inquiries

New Twitter Followers

Prince William County TOT Revenue

FY2014

$3,096,400

FY2015

$3,303,757

6.70% increase

Visitor Center

Average Daily Rate

Average Occupancy

$81.27 vs $82.45

$59.7% vs $63.8%

FY2015

FY2014
1.45%
increase

FY2015

FY2014
6.87%
increase

Average Rev Per Avail Room

$49.08 vs $53.01
FY2014

8.01%
increase

FY2015

DISCOVER PRINCE WILLIAM & MANASSAS

STRATEGIC PLAN
2012-2016
Discover Prince William & Manassas is a 501c6 destination marketing organization promoting Prince William &
Manassas as a tourist destination. The agency is funded by transient occupancy tax collected by more than 4,000
hotel rooms in the county/city. We provide information on accommodations, attractions, recreation, dining and
more to group and leisure travelers.

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 travelers

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

 Adheres to the highest professional standards in all 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:
DESTINATION INDICATORS

CVB PERFORMANCE MEASURES

Economic impact of tourism

Hotel Occupancy
Transient occupancy tax collections
Sales tax collections
Restaurant tax collections
Average length of stay
Per person expenditures
Attraction attendance

Return on Investment (R.O.I.)

Inquiries converted
Cooperative resources generated
Bookings (meetings/groups)
Booked room nights vs. actual
Group leads/ RFPs 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
differentiate from competition.

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

Civil War History Enthusiasts

Rationale

Cost Conscious
Families
within 400 miles

In Market Visitor
Rationale

Rationale
Accessibility, affordability,
product needs fit, activities,
historic offerings an asset,
housing alternative to DC,
partners value weekend
pattern

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
co-op 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
Group Tours

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 venues

Meeting
(150 Room Nights or Less)
Rationale

Reunions
(Military & Family)
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, co-op opportunities

Student Tour Operators

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

Sports
Rationale
Location in metro DC market, event
space /field availablity, partnership
opportunites

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

TARGET MARKETS
GROUP

FY 2015
TRADE SHOWS & SALES MISSIONS

What we do: Generate group business for Prince William &

Manassas hotels and attractions. Assist with planning services
for groups in specific target markets.

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
Group Planner
Interaction

American Bus Association 2014 Stats for

Prince William & Manassas
Day Trips 152,600
Overnight Stays 66,000
Total Room Nights 131,900
Jobs 939
Wages $33,496,000
Total Economic Impact

$89,492,200

Virginia Motorcoach Association

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

Richmond, VA
Toronoto

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 Conference

Travel South International
American Bus Association
Faith Travel Association

Charleston, SC
New Orleans, LA
St. Louis, MO
New Orleans, LA

National Tour Association

Northern Virginia Visitor Consortimum Sales Mission

New Orleans, LA
Montreal &Toronto
Canada
Virginia Tourism Corporations Mid-Atlantic Sales Mission Mid-Atlantic Region
In-Market Tour Operator Event
National Association of Sports Commissions
Receptive Tour Operator Summit

Prince William, VA
Milwaukee, WI
New York, NY

IPW (International Pow Wow) Conference

Orlando, FL

Missing In America Project

Program Inception: February 2, 2013
Groups to date: 20
Total Visitors: 889
Groups 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 of
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 cemetery staff, helping them recognize the different types of stones used, the precision
expected when interring the veterans and their families, and how funeral ceremonies are conducted

Family Adventure Pass Development

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

$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

ADVERTISING
Strategy: Emphasis on digital advertising
enhanced by print advertising when
deemed appropriate for
the specific target market.
What we do: Develop marketing and communication
strategies, through the implemention of results-oriented
programs with the purpose of enhancing the image of Prince
William & Manassas as an attractive leisure and group
destination. The department is also responsible for developing
all advertising and collateral materials to support 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 campaign

was digital display ads featuring NetSeer
& Spongecell Technology.
NetSeer is patented online reach
technology allowing
for message placement within relevant
web pages of content.Spongecell
is rich media technology including video, slide shows and other
ad features engaging the consumer 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 the Fall & Spring on more than 1,500
websites over the course of the campaign,
allowing for extensive reach in the
selected geography, with micro targeting
to the individual based on page relevance.
&
30 (DCA)
(IAD)

001-703-396-7130

&

www.DiscoverPWM.com

In addition, extensive advertising

campaigns were conducted through
Google, Virginia Tourism Corporation,
Trip Advisor, Facebook & Twitter.
International markets are reached
through Capital 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
Italy

78,000+ Total Views

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

@DiscoverPWM
Total Followers 1,826
New Twitter Followers 531

Debuted January
2015

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

DiscoverPWM.com Blog
Launched 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

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, bloggers,
photographers, targeted publications and electronic
mediums. The department conducts group and
individual press visits throughout the year. Team
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 Botts 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 & media event with
industry partners from Virginias Cultural
Region in Quebec & Toronto in March 2015.
The two-day mission was held in each
province with a formal media event (targeting
30+ media), desk side media visits, sales calls
to Tour operators and a lunch and learn at
CAA offices.
The mission resulted in 2 travel writer visits
to the area August 2015. To date, eight stories
have been published.

Sports Tourism Committee

The Sports Tourism Committee focuses on attracting sportsrelated tournaments and events to create a positive economic
impact on Prince William & Manassas. The task force provides
a platform for communication and collaboration with the CVB
Board and stakeholders on issues related to sports tourism.
Objectives:
Develop a means in which to measure the potential economic
impact of events and tournaments
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
Attract and review sporting events and tournament
opportunities

Discover Prince William & Manassas sponsored the games along

with Fairfax & Loudoun Counties. Sponsorship included:
Reciprocal Link on website
Logo on all official programs/signage
Web banner advertising
Destination Blog Post
Destination promotion at Athlete Village in Reston during the
Games
Customized print-piece inserted into 12,000 athlete registration
bags promoting Prince William
Visitor information/welcome tables at Prince William &
Manassas venues. Partner opportunities at all 5 venues

Sports Tourism
Investment Results
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)

Prince William Historic

1/2 Marathon
(September 25, 2016)
Insane Inflatable
October, 2016
Virginia State Majors
Little League Baseball
(July, 2017)

01

NATIONAL TOURISM WEEK LUNCHEON

&
INDUSTRY AWARDS

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 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 attend
each year.

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
Prince William Board of County Supervisors

Stellar Service Award

Doug Horhota, Manassas Museum System

EXECUTIVE
&
OPERATIONS

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

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

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

Christine Bury (Based in Occoquan) Ray Moore

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

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

SALES

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

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

NTACT
O

US

MARKETING
&
COMMUNICATIONS

Ann Marie Maher

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

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

Thida Win-Love
Chairman
thida.win@hilton.com
Industry Representative
Sally Wood
Vice Chairman
swood@pwcgov.org
Parks & Recreation
Representative
Janice Cunard
Secretary
jcunard@verizon.net
Occoquan District
Representative
Steve Chapman
Treasurer
steve@washmydeck.com
PWC At-Large Representative
Ann Marie Maher
President/CEO
amaher@discoverpwm.com
Discover Prince William
& Manassas Representative

Lucy Beauchamp
lucybeauchamp44@gmail.com
Coles District Representative
Jane Beyer
jbeyer@pwcgov.org
Potomac District Representative
Dave Bolen
dbolen@academybus.com
Industry Representative
Doug Burroughs
flower.gallery@gmail.com
Gainesville District
Representative
Jason Grant
jdgrant@pwcgov.org
PWC Communications Office
Representative

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