MASSACHUSETTS OFFICE OF
TRAVEL + TOURISM
Betsy Wall
Executive Director
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.
MMP
MASSACHUSETTS MARKETING
PARTNERSHIP
MASSACHUSETTS OFFICE OF
TRAVEL + TOURISM
(MOTT)
 Tourism Marketing
 Film Office
 Sports Marketing
WHY DOES TOURISM MATTER?
ECONOMIC IMPACT OF TRAVEL IN MA FOR CY2010
Domestic
Travel
expenditures
Jobs
State and
Local Taxes
Source: USTA,2010
$13.5 Billion
104,400
$878.8 Million
International
TOTAL
$2.1 Billion
$15.5 Billion
17,200
121,700
$127.6 Million
$1 Billion
MOTT’S
PORTFOLIO
Tourism Marketing
Domestic/International Marketing
Television, Radio, Online
massvacation.com
Search Engine Marketing
Public Relations
Targeted Consumer Outreach
Social Media – Facebook, Twitter
E-Communication
Sales Missions, Trade Shows
Group Tour, MA Green
LGBT and Niche Markets
Students and Families
Administer grants to RTC’s
Film
International/Domestic
Marketing
Public Relations
Social Media
Studio Sales Calls
Liaison with Unions,
Stakeholders
Workforce Development
Sports Marketing
International/Domestic
Marketing
Public Relations
Trade Shows
Social Media
Build College/University
Partnerships
MASSACHUSETTS VISITORS TOP 5 ACTIVITIES
Attend Family/Social Event
27%
Historical Places/Museums/Art Galleries
25%
Shopping
18%
Fine Dining
15%
Rural Sightseeing
14%
MARKETS
Top Domestic Markets
Boston + Beyond
Top International Markets
Canada
United Kingdom
New York
Germany
Hartford & New Haven
Australia
Providence/New Bedford
China
Japan
New Hampshire(beyond the
Boston media market)
France
Italy
Total: 20 million visitors
to Massachusetts
3
DOMESTIC TRAVEL ROUTES
International Program
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.
INTERNATIONAL ROUTES
Reykjavik
Dublin
Amsterdam
Shannon
London
Frankfurt
LHR
Paris
Munich
Zurich
Ottawa Montreal
Toronto
YYZ & YTZ
BOS
Rome
Terceira
Ponta
Delgada
Tokyo
NRT
Bermuda
Nassau
Cancun
Providenciales
Santiago Punta Cana
Montego Santo St. Maarten
Bay Domingo
Aruba
Praia
Madrid
Lisbon
TERMINAL E – LOGAN AIRPORT
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 200seat 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 2009-2010 school year,
according to the AICUM — the majority of them coming from India, China,
Korea, Canada, and Japan
MASS FILM OFFICE WEBSITE
Lisa Strout, Director
Lisa.strout@state.ma.us
www.mafilm.org
MASSACHUSETTS FILM OFFICE UPDATE
January – October 2011
PRODUCTIONS
Title
Studio
# Shooting
Days
30
Crooked Arrows
Starring: Brandon Routh; Chelsea Ricketts
Donny’s Boy (I Hate You Dad)
Starring: Adam Sandler; Andy Samberg
Branded Pictures Ent.
Columbia Pictures
Happy Madison
Productions
53
Fairhaven
Starring: Chris Messina; Rosemarie Dewitt
Frank
Starring: Rachel Miner; Chris Sarandon
Here Comes the Boom
Starring: Kevin James; Salma Hayek; Henry
Winkler
R.I.P.D
Starring: Ryan Reynolds, Jeff Bridges
TED
Starring: Mark Wahlberg; Mila Kunis; Seth
MacFarlane
Atlantic Pictures
27
30
# of Local
Locations
Jobs
60
Danvers, Topsfield,
Wellesley
250
Boston, Dennis, E.
Bridgewater, Everett,
Lynn, Osterville,
Peabody
40
Fairhaven, New
Bedford
40
New Bedford, South
Dartmouth, Westport
200
Boston, Lowell,
Peabody, Quincy
Columbia Pictures
52
NBC/Universal Pictures
100
500+
NBC/Universal Pictures
52
225
Boston, Dedham,
Raynum, Quincy
Boston, Canton,
Chelsea, Everett,
Norwood, Somerville,
Swampscott
RECENTLY RELEASED
Title
What’s Your Number?
Starring: Anna Faris; Chris Evans
Moneyball (partially shot in MA)
Starring: Brad Pitt; Jonah Hill
Release Date
Locations
September 30, 2011
Boston, Gloucester
September 23, 2011
Boston- Fenway Park
Box Office Position
Opening Weekend
8th
2nd
10
MASS SPORTS OFFICE: WEBSITE
Shannah McArdle – Director
Shannah.McArdle@state.ma.us
http://www.masportsoffice.com
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
2012 ACC Indoor Track & Field Championships
2012 MAAC Basketball Championships
2012 US Synchronized Skating Champs
2012 SOMA Winter Games
2012 NCAA DI Men’s Basketball Reg. Champs
2012 DI Men’s Ice Hockey Champs NE Regional
2012 NCAA DIII Men’s Volleyball Champs
2012 NCAA Men’s Lacrosse Championships
2012 Little League Girls’ Softball Regional’s
2012 US Rowing Masters National Championships
2013 World Synchronized Team Skating Champs
Feb 4-5
Feb 23-24
March 1-5
March 7-10
March 10-11
March 22&24
March 24-25
April 27-29
May 26-28
July 28-Aug 2
Aug 9-12
TBA
Worcester
Boston
Springfield
Worcester
Worcester
Boston
Worcester
Springfield
Foxboro
Worcester
Worcester
Boston
12
Public Relations/Marketing
PUBLIC RELATIONS
 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
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
lisa.simmons@state.ma.us



FACEBOOK – Like Us - www.facebook.com/VisitMassachusetts
TWITTER – Follow us - http://twitter.com/VisitMA
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
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
http://www.massvacation.com
http://www.massvacation.com/images/mott_logo_new.jpg
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, 2012 NYC
DNE
March 26 – 28, 2012
Digital Marketing:
From website to Facebook:
Spring 2012
Japan Air Service Launch
April 22, 2012
ESTO
August 26 -28, 2012
13
DNE
18
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)
http://www.discovernewengland.org/travel-trade/dne-summit/.
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.
GOVERNOR’S CONFERENCE
25TH ANNUAL GOVERNOR’S CONFERENCE
ON TRAVEL AND TOURISM
September 20, 2012
The Big E
13
MOTT RESOURCES
•
•
•
•
•
MOTT is a public agency/no membership, free
participation
MA businesses have free access to our website
–update your own listings
contact: John.Alzapiedi@state.ma.us
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: Lisa.Simmons@state.ma.us for press
and lead inquiries
MOTT RESEARCH
TONY D’AGOSTINO
RESEARCH DIRECTOR
Tony.Dagostino@state.ma.us
SUMMARY OF TRAVEL DATA TRACKED BY MOTT
LEVEL
U.S. MA - state County/RTC Cities/Towns Source
Economic Impact
International
Domestic
X
X
X
X
Visitation
International
Domestic
X
X
X
X
Dept. Commerce
TNS
X
Dept. Commerce
TNS
X
X
USTA
Visitor Profile
International
Domestic
X
X
Rooms' Tax Collections
MA DOR
State
Local
Lodging Data
Occ.,Rate,Sold etc.
X
X
X
X
X
X
STR
X
X
X
Massachusetts Tourism Economic Impact
Barnstable County & Orleans
LODGING
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)
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)
MASS FILM INDUSTRY
WHAT IT MEANS FOR YOU & YOUR COMMUNITY
Why Film is Good for the Economy
Economic Background



Internationally, the Film Industry is an expanding
economic sector.
The Price Waterhouse Coopers Entertainment
Media Survey 2008-2012 estimates an annual
growth rate of 6.6%.
US: $2.2 trillion/year estimated in 2012.
The Economic Argument

High-paying Jobs

Business growth

New money into our economy

Increased exposure and tourism
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
Made in Mass
Filmography 2009 - 2011


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
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*
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.
FILM TOURISM
Classic Massachusetts Examples
Gloucester bar, Perfect Storm
L Street Tavern, South Boston
Sweden & The Millenium Trilogy
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
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.
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
For more information:
Lisa Strout, Director
Massachusetts Film Office
10 Park Plaza, Suite 4510
Boston, MA 02116
(617) 973 8400
www.mafilm.org
mafilminfo@state.ma.us
Massachusetts Office of Travel & Tourism [MOTT]
10 Park Plaza, Suite 4510, Boston, MA 02116
Phone: 617-973-8500 • Fax: 617-973-8525
www.massvacation.com
Betsy Wall, Executive Director
betsy.wall@state.ma.us
STAFF LIST
John Alzapiedi, Web Manager
john.alzapiedi@state.ma.us; 617-973-8589
Dagny Ashley, Group Tour Manager
dagny.ashley@state.ma.us; 617-973-8511
Ken Brissette, Chief of Staff
ken.brissette@state.ma.us; 617-973-8565
Phyllis M. Cahaly, CMD, Dir. Specialized Marketing
phyllis.cahaly@state.ma.us; 617-973-8509
Tony D’Agostino, Research Director
tony.dagostino@state.ma.us; 617-973-8512
Tim Grafft, International Marketing Manager
tim.grafft@state.ma.us; 617-973-8542
Jonathan Hyde, Green & Cultural Tourism
jonathan.hyde@state.ma.us; 617-973-8505
Betsy Larkin, International Marketing Coordinator
betsy.larkin@state.ma.us; 617-973-8531
Kevin Leary, Visitor Services Coordinator
kevin.leary@state.ma.us; 617-973-8587
Shannah McArdle, Director of Sports Marketing
shannah.mcardle@state.ma.us; 617-973-8504
Catherine Onasanya, Administrative Assistant
catherine.onasanya@state.ma.us 617-973-8400
Jonathan Paris, ED, Mass. Sports Partnership
jparis@masports.org; 617-254-6103
Diane Roberts, Financial Coordinator
diane.roberts@state.ma.us; 617-973-8544
Lisa Simmons, Director of Communications
lisa.simmons@state.ma.us; 617-973-8508
Lisa Strout, Dir. Massachusetts Film Office
Lisa.strout@state.ma.us; 617-973-8401
Stephen M. Walsh, Visitor Services Manager
steve.walsh@state.ma.us; 617-973-8586