1. MASSACHUSETTS OFFICE OF TRAVEL + TOURISM
Betsy Wall Executive Director

2. MOTT IS THE STATE AGENCY DEDICATED TO PROMOTING MASSACHUSETTS AS A LEISURE TRAVEL DESTINATION, TO STIMULATE THE MASSACHUSETTS ECONOMY BY GENERATING STATE AND LOCAL TAX REVENUES, CREATING JOBS, AND SUPPORTING TRAVEL-RELATED BUSINESSES.

3. MMP

4. WHY DOES TOURISM MATTER? ECONOMIC IMPACT OF TRAVEL IN MA FOR CY2010
Domestic
International
TOTAL
Travel expenditures
$13.5 Billion
$2.1 Billion
$15.5 Billion
Jobs
104,400
17,200
121,700
State and Local Taxes
$878.8 Million
$127.6 Million
$1 Billion
Source: USTA,2010

5. MOTT’S PORTFOLIO

6. MASSACHUSETTS VISITORS TOP 5 ACTIVITIES
Attend Family/Social Event 27%
Historical Places/Museums/Art Galleries 25%
Shopping %
Fine Dining %
Rural Sightseeing %

8. Top International Markets
Top Domestic Markets
Top International Markets
Boston + Beyond
New York
Hartford & New Haven
Providence/New Bedford
New Hampshire(beyond the Boston media market)
Canada United Kingdom Germany Australia China Japan France Italy
Total: 20 million visitors to Massachusetts 3

9. DOMESTIC TRAVEL ROUTES

10. International Program

11. INTERNATIONAL PROGRAM
MOTT has representation in 6 international markets
Germany – In Country*
U.K. – In Country
France – In Country
Italy – In Country
Japan – Program based Representation
Canada – Program based Representation
MOTT’s International program focuses on trade, media, & consumers. Working with journalists, tour operators and publications to promote Massachusetts to an international market.
Discover New England - MOTT participates in this New England organization to bring more international tourism to the New England states.
*In country means reps are stationed in the home country and run a pr and marketing program for the benefit of Massachusetts.

12. INTERNATIONAL ROUTES

13. TERMINAL E – LOGAN AIRPORT

14. JAPAN JAL flight between Tokyo and Boston Logan launches April 22
Four flights per week until June when flight becomes daily
Boston is the first city to which Japan Airlines has said it will fly the 200-seat 787 “Dreamliner”
Feeder flights from 22 markets including Shanghai, Beijing, Hong Kong, Singapore, Taipei, Seoul, New Delhi, Manila and Bangkok
Massachusetts had the highest percentage of international college freshmen of any state in the country in the school year, according to the AICUM — the majority of them coming from India, China, Korea, Canada, and Japan

15. MASS FILM OFFICE WEBSITE
Lisa Strout, Director

17. MASS SPORTS OFFICE: WEBSITE
Shannah McArdle – Director

18. MASS SPORTS OFFICE UPDATE
MSO micro-site. A one-stop shop for MA sports fans and sports participants.
MSO attended (TEAMS) Tradeshow. Leads posted on massvacation.com
2012 Confirmed Events
2012 World Group II Fed Cup first-round tie Feb 4-5 Worcester
2012 ACC Indoor Track & Field Championships Feb Boston
2012 MAAC Basketball Championships March 1-5 Springfield
2012 US Synchronized Skating Champs March 7-10 Worcester
2012 SOMA Winter Games March Worcester
2012 NCAA DI Men’s Basketball Reg. Champs March 22&24 Boston
2012 DI Men’s Ice Hockey Champs NE Regional March Worcester
2012 NCAA DIII Men’s Volleyball Champs April Springfield
2012 NCAA Men’s Lacrosse Championships May Foxboro
2012 Little League Girls’ Softball Regional’s July 28-Aug 2 Worcester
2012 US Rowing Masters National Championships Aug Worcester
2013 World Synchronized Team Skating Champs TBA Boston 

19. Public Relations/Marketing
Strategic year-long thematic based PR calendar
Fams and desksides in New York and other markets
Support for marketing promotions and campaign launches
Integration with ongoing initiatives
MARKETING
Massvacation.com
Updated frequently with fresh content and images
Facebook/Twitter
GEO sort and database
SEO – link to massvacation.com to increase traffic on both sites
Creative – Focus on value and getaways
Online, radio, print
Target New York markets
Brand and promotional campaigns

20. SOCIAL MEDIA PROGRAMS
MASS INSIDER – This program offers deals and discounts to consumers. If you have something you would like to offer as part of the Mass Insider program please contact Lisa Simmons at
FACEBOOK – Like Us -
TWITTER – Follow us -
BLOG – MOTT’s weekly blog gives a look at many of the unknown treasures of Massachusetts told from a visitor’s perspective
MOBILE APP – For use on the Iphone this app will provide consumers with up to date information on where to stay, what to do, where to sleep, where to shop – all of your listings must be up to date in our database

21. Linking to Massvacation.com
In an effort to increase the SEO of the Massachusetts Office of Travel & Tourism website, we are asking the tourism industry to link to us from their websites.
This means placing the below logo somewhere on your site (preferably on the home page).
This linking program will allow visitors to find Massvacation.com easily on the web and support your sites through this linking program as well.
The logo should be placed on the homepage as a hyperlink to

22. UPCOMING TOURISM EVENTS
Boston Globe Travel Show February 10 – 12, 2012
New York Times Travel Show March 2 - 4, 2012
LGBT Travel Show March 16-17, NYC
DNE March 26 – 28, 2012
Digital Marketing:
From website to Facebook: Spring 2012
Japan Air Service Launch April 22, 2012
ESTO August , 2012

23. DNE DISCOVER NEW ENGLAND (DNE) SUMMIT
March 26 – 28, 2012 – Boston Park Plaza Hotel, Boston
70 International Tour Operators
Over 300 members of the New England tourism industry
Tour Operators and U.S. Receptive Operators – UK, Germany, France, Italy, Scandinavia
and other countries in Western Europe.
Early Bird Rate: $495 per person (fully paid by Jan. 31, 2012) Standard Rate: $595 per person (after Jan. 31, 2012)
WHAT IS DNE?
Discover New England (DNE) is the official tourism organization representing the New England region
funded by the participating states of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. 

24. GOVERNOR’S CONFERENCE
25TH ANNUAL GOVERNOR’S CONFERENCE
ON TRAVEL AND TOURISM
September 20, 2012
The Big E

25. MOTT RESOURCES
MOTT is a public agency/no membership, free participation
MA businesses have free access to our website –update your own listings
contact:
Send us photography, press releases, other info, let us know what is happening
Check the LEADS page regularly and respond to inquiries.
Username: leads password: 3RT67JM
Contact: for press and lead inquiries

26. MOTT RESEARCH TONY D’AGOSTINO RESEARCH DIRECTOR

27. SUMMARY OF TRAVEL DATA TRACKED BY MOTT

28. Massachusetts Tourism Economic Impact Barnstable County & Orleans

29. 2010 economic impact data project solid growth:
Rooms sold… in MA up 9% (up 8% in the U.S.) up 5% in Barnstable County
Room Revenue in MA up 11% (up 9% in the U.S.) up 6% in Barnstable County
Barnstable County rooms occupancy tax collections were $9.8 million (state) and $8.2 million (local)
LODGING
2011 lodging stats to date thru May:
Rooms Sold…….in MA up 4% (up 6% in U.S.) and up 5.4% in Barnstable County
Room Revenue...in MA up 6% (up 9% in U.S.) and up 4.2% in Barnstable
Orleans lodging $266,000 in state occupancy taxes and $187,000 in local occupancy taxes (based on a 4% local option rate)

30. WHAT IT MEANS FOR YOU & YOUR COMMUNITY
MASS FILM INDUSTRY
WHAT IT MEANS FOR YOU & YOUR COMMUNITY

31. Why Film is Good for the Economy
Beneficiaries include: sign painters, carpenters, greengrocers, stone-workers / tilers, glaziers, painters, seamstresses, laundry services, saddlemakers, leatherworkers, wheelwrights, costumiers, hatters, craft & catering, architects

32. Economic Background
Internationally, the Film Industry is an expanding economic sector.
The Price Waterhouse Coopers Entertainment Media Survey estimates an annual growth rate of 6.6%.
US: $2.2 trillion/year estimated in 2012.

33. The Economic Argument High-paying Jobs Business growth
New money into our economy
Increased exposure and tourism

34. Current Stats 2011 – 9 Feature Films
Estimated MA spend by films in 2011: $222 million
Workforce:
Technicians Local: 900 members
Teamsters: 500 members
Screen Actors/AFTRA: 2,200 members
Total estimated MA film professionals: 3,500

35. Made in Mass Filmography 2009 - 2011
Fairhaven, Ted, Here Comes the Boom, I Don't Know How She Does It, I Hate You, Dad, Crooked Arrows, R.I.P.D, Frank, Lords of Salem
2010
Jumping the Broom, Boston's Finest (TV Pilot), What's Your Number?, The Woman, Whaling City, The Quinn-tuplets (TV Movie), Silver Circle, Sunny Side Up, Summer Song, Girlfriend, Moneyball
2009
The Zookeeper, Mission Park, See Kate Run (TV Movie) The Company Men, The Social Network, Grown Ups, The Fighter, The Lightkeepers, Furry Vengeance, Locked In, Knight & Day,
The Town

36. How Local Businesses Benefit
Average television series uses 500 local vendors
Recent vendor lists include over 1,000 local vendors
Vendor lists do not include the one-time usages
- antique shops, general retail, clothing shops, bakeries, restaurants, parking lot rentals, etc.
*See Business Handout*

37. Examples…..
A local lumber company estimated a million dollars in spending from film projects last year; increased their staff; added trucks.
A Chinese Restaurant and Pizza Shop located near a production set were kept extraordinarily busy for many months – supplying “2nd Meals” for the crew.
A franchise car rental company (locally run) says that without film, their business would be down.

38. FILM TOURISM

39. Classic Massachusetts Examples

40. Gloucester bar, Perfect Storm
L Street Tavern, South Boston

41. Sweden & The Millenium Trilogy

42. Millenium Effects 10,000 people take the Millenium tour each year
6,800 copies of the “Millenium Map” have been distributed
Hotels and tour operators market Millenium “stays,” tours, and cruises
Interest from Journalists and TV teams from abroad

43. Lasting effects on tourism
“The Sound of Music,” released in 1965, is still drawing 300,000 fans annually to Salzburg with 40,000 of them taking the official Sound of Music Tour
The Iowa field in The Field of Dreams still has over 100,000 visitors each year.
New Zealand has experienced a phenomenal uptick in visitation following the Lord of the Rings films – and attributes roughly 80% of their tourism dollars to these films, for each year after each film’s release. The “Hobbit” is next in line.
New Mexico saw a dramatic surge of tourists wanting to stay at a “Dude Ranch” – after seeing “City Slickers” – and the trend continued for the next decade.

44. Film Tourism in Massachusetts
On Location Tours was resurrected in 2011, showcasing the famous movie and television locations throughout Boston.
Boston: Cheers, Knight & Day, Zookeeper
Lowell: The Fighter
South Boston: Good Will Hunting
Gloucester: Perfect Storm,
The Vineyard: Jaws

45. Massachusetts Film Office
For more information:
Lisa Strout, Director
Massachusetts Film Office
10 Park Plaza, Suite 4510
Boston, MA 02116
(617)

46. John Alzapiedi, Web Manager john.alzapiedi@state.ma.us; 617-973-8589
Massachusetts Office of Travel & Tourism [MOTT]
10 Park Plaza, Suite 4510, Boston, MA 02116
Phone: • Fax:
Betsy Wall, Executive Director
STAFF LIST
John Alzapiedi, Web Manager  
Dagny Ashley, Group Tour Manager  
Ken Brissette, Chief of Staff
Phyllis M. Cahaly, CMD, Dir. Specialized Marketing
Tony D’Agostino, Research Director
Tim Grafft, International Marketing Manager
Jonathan Hyde, Green & Cultural Tourism
Betsy Larkin, International Marketing Coordinator
Kevin Leary, Visitor Services Coordinator
Shannah McArdle, Director of Sports Marketing
Catherine Onasanya, Administrative Assistant
Jonathan Paris, ED, Mass. Sports Partnership
Diane Roberts, Financial Coordinator
Lisa Simmons, Director of Communications
Lisa Strout, Dir. Massachusetts Film Office
Stephen M. Walsh, Visitor Services Manager