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Visit Stillwater reports rising web traffic and tourism metrics, notes $71,000 in grants approved this year
Summary
The Visit Stillwater semiannual report highlighted increased online engagement, partnerships with OSU Athletics, and $71,000 in grants and sponsorships approved this fiscal year; staff said visitor tax collections and transaction-based lodging data indicate a notable portion of local spend comes from visitors.
Visit Stillwater presented a semiannual report to trustees on Feb. 10 that highlighted digital engagement, event support and early-year visitor-tax performance.
Blair, chair of Visit Stillwater’s board, reviewed marketing metrics and partnerships and said the team’s websites and microsites have drawn substantial traffic. The packet the board received, Blair said, shows the Visit Stillwater website and related microsites have received more than half a million page views, the organization’s Facebook account reached nearly 4 million impressions and the email newsletter has more than 9,000 subscribers.
Staff noted Visit Stillwater produces regular social posts, podcasts, promotional videos and rack cards distributed at hotels, the airport and visitor locations; the office also maintains the visitor stand at the Stillwater Regional Airport. The presentation listed $71,000 in grants and sponsorships approved so far this fiscal year; staff estimated those efforts will yield tens of thousands of visitors and an increase in visitor spending.
Presenters said lodging transaction data provided by Zartico shows visitor devices and visitor spending make up a substantial portion of local transactions; staff cited an average daily visitor spend figure of $280. Trustees and councilors praised the organization’s communications work and asked staff to continue refining transaction and short-term rental data to better understand local impacts.
Trustees said the data will help measure the return on investment for destination marketing and support planning for large upcoming events. Staff offered to answer follow-up questions and to share more detailed data on short-term rentals and event-driven visitor impacts.
