Yosemite/Mariposa County: Case Study

The Cold Shoulder Seasons

CHALLENGE

• Short Term: Boost fall and winter bookings…QUICKLY!
• Long Term: Increase visitation during fall, winter & spring seasons year-over-year
• Increase awareness of county lodging, activities and attractions both inside and outside of Yosemite National Park
• Increase length of stay – one night just isn’t long enough

SOLUTIONS

• Brand the destination as “Adventure County” to speak to everything the destination has to offer
• Develop comprehensive strategic and creative seasonal campaigns to target various markets and audiences
• Create itineraries that encourage longer visits, educating on the variety of activities and uniqueness of each season
• Promote value-added packages in advance of shoulder seasons (fall and winter)

RESULTS

• Fall and winter bookings increased immediately following the campaign launch – occupancy rates exceeded the previous year
• TOT revenue increased 14.9 percent, nearly $1.5 million, setting a record high since the creation of the Tourism Bureau