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How NYC Fared After 9 11

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Written by Ruth Trojan. Presented to various groups interested in the steps NYC and its travel and tourism industry took to restore visitation to the city after 9/11.

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How NYC Fared After 9 11

  1. 1. State of the NYC Travel & Tourism Industry Nadler & Associates
  2. 2. Immediate Challenges National Level:  Another Terrorist Attack  Flying Concerns  Further Economic Downturns  International Hostilities NYC-specific:  How Much of NYC was Destroyed?  Inappropriate to Visit Nadler & Associates
  3. 3. NYC Visitor Spending Losses Cumulative Losses: $344.8 million $120.6 $65.3 $51.3 $33.6 $34.4 $18.6 $21.1 Week Ending: 9/15 9/22 9/29 10/06 10/13 10/20 10/27 Nadler & Associates
  4. 4. NYC Tourism Industry Losses  Restaurant sales down 47% (9/10-9/30)  Broadway ticket sales down 16% (9/11-10/28)  Combined attendance at three major attractions down 40% (9/11-10/15) (Metropolitan Museum of Art, MOMA, Bronx Zoo)  Combined sales at Macy*s and Bloomingdales down 20% off original forecast (9/11-9/30) Nadler & Associates
  5. 5. New York City Losses  Economic losses of $90-$105 billion  GCP shrank 3% in 4thQ2001  $1 billion in tax losses in fiscal year  56,000 jobs lost in October  97,100 jobs through March 2002 Nadler & Associates
  6. 6. Rebuilding NYC Tourism
  7. 7. NYC’s Messages  NYC is open for business  NYC is as secure as possible  The best way to support NYC right now is to come visit  NYC is going to give you even more reasons to come visit Nadler & Associates
  8. 8. Initial Promotional Audiences  New Yorkers  Daytrippers  Close-in markets Nadler & Associates
  9. 9. Immediate Response • Print advertising • Pro-bono placements in newspapers & magazines: USA Today, Boston Globe, Chicago Tribune, Travel + Leisure, WHERE, Forbes FYI, Forbes Global, Good Holiday Ideas (UK), Bridal Guide, Conde Nast titles Nadler & Associates
  10. 10. Extensive Media Outreach  Crisis Communications Committee  Thousands of media inquiries  Meetings with major city news boards  Interviews with all major newspapers incl. NYTimes, LATimes, Miami Herald, WSJ  Local & national TV appearances: CNBC, CNN, FNN, NBC  Domestic & international press fam tours Nadler & Associates
  11. 11. Securing Congressional Support House Committee on Energy and Commerce, Subcommittee on Commerce, Trade & Consumer Protection. (l-r) L. Conlin, US DOC; W. Norman, TIA; R. Warren, ATA.; J.W. Marriott, Jr., Marriott; C. Nicholas, NYC & Company; F. Lounsberry, Universal Studios; M. Crye, Int’l. Cruise Lines Council; T. Jones, Travelocity.com. Nadler & Associates
  12. 12. NYC CultureFest 2001 • Inaugural event • Free festival with performances, exhibits and programs • 66 participating cultural organizations • Estimated 60,000 attendees Nadler & Associates
  13. 13. NYC Fall Restaurant Week • First time ever in the Fall • Second week of October; extended through 10/31 • 145 participating restaurants • First-ever prix-fixe dinners • New sponsor Coca-Cola Nadler & Associates
  14. 14. Major Groups Choose NYC  American Federation of State, County and Municipal Employees  American Society of Association Executives  American Society of Travel Agents  Coca-Cola  Magazine Publishers of America  Meeting Planners International  US Indoor Track & Field Championships  World Economic Forum Nadler & Associates
  15. 15. Paint the Town Red, White & Blue Nadler & Associates
  16. 16. 2001 Travel to NYC
  17. 17. Total Domestic Visitors to NYC millions 29.8 29.4 29.5 27.1 25.8 1997 1998 1999 2000 2001 Source: NYC & Company Nadler & Associates
  18. 18. Domestic Visitor Spending Declined 10% $billions $9.778 $8.809 2000 2001(p) Nadler & Associates Source: NYC & Company
  19. 19. 9/11 Impact: Total Domestic Travel NYC domestic travel was growing before 9/11. Following 9/11, domestic visitor volume plummeted. 18.79 19.68 millions 10.63 9.83 +5% -8% pre 9/11 post 9/11 Nadler & Associates 2000 2001
  20. 20. Who Came to NYC Immediately After 9/11* % of all NYC visitors 2000 2001 % from New York State 12% 25% % coming to see friends/relatives 19% 41% % on a business trip 29% 19% % who traveled by air 22% 17% % who traveled by train 11% 17% % daytrippers 57% 61% Average length of stay 2.1 2.0 Average daily spending $188 $154 *September, October, November Nadler & Associates Source: NYC & Company
  21. 21. 2001 Int’l. Visitors to the US Declined 11% millions 50.9 49.1 48.5 47.8 46.4 45.5 45.4 1997 1998 1999 2000 2001(p) 2002(f) 2003(f) Nadler & Associates Source: Office of Travel & Tourism Industries, US Dept. of Commerce
  22. 22. NYC Travel & Tourism: One Year Later
  23. 23. NYC Tourism Post 9/11: Hotel Occupancy 88.8% 86.5% 86.4% 85.3% 77.5% 78.4% 79.0% 77.3% 77.2% 76.8% 75.9% 74.6% 74.0% 72.1% 70.7% 66.2% 61.9% 80.9% 76.7% 76.3% 76.8% 75.6% 78.1% 77.6% 76.7% 75.0% 78.2% 78.8% 70.7% 72.1% 72.3% 72.7% 61.9% 62.5% Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002 Nadler & Associates Source: PKF Consulting; Hotel RevMax
  24. 24. NYC Tourism Post 9/11: Hotel Room Sales $458 $461 $millions $448 $437 $355 $350 $381 $352 $331 $330 $369 $348 $295 $325 $295 $305 $300 $305 $306 $300 $306 $303 $268 $306 $284 $292 $296 $277 $268 $264 $259 $242 $238 $242 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aug. 2000 – Dec. 2001 Aug. 2001 - Dec. 2002 Nadler & Associates Source: NYC & Company
  25. 25. NYC Tourism Post 9/11: Airport Arrivals 4.60 4.48 millions 4.34 3.99 4.00 4.09 3.79 3.40 3.46 3.51 3.21 3.18 3.09 2.86 2.71 2.55 2.35 4.60 4.12 3.88 3.35 3.25 3.46 3.54 3.28 3.38 3.22 3.55 2.86 2.69 2.35 2.55 2.71 2.58 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aug. 2000 – Dec. 2001 Aug. 2001 - Dec. 2002 Nadler & Associates Source: PANYNJ
  26. 26. NYC Tourism Post 9/11: Broadway 1184 1168 thousands 1143 1124 1091 1038 1034 972 928 898 883 862 825 815 785 744 1145 1129 1156 1141 1091 1063 1034 539 948 956 898 859 897 815 716 718 678 539 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002 Nadler & Associates Source: League of Amer. Theaters & Producers
  27. 27. NYC Tourism Post 9/11: Jobs* 410.0 thousands 403.8 393.1 394.3 384.7 388.4 391.0 384.1 380.1 381.0 383.8 384.3 382.6 384.8 379.0 377.7 371.2 388.4 390.0 381.0 384.8 384.4 377.7 373.2 376.3 374.2 371.2 366.6 368.8 366.8 371.7 359.9 356.7 360.2 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002 • Aggregate of seven key NYC industries impacted by visitor spending Source: NYS Dept of Labor Nadler & Associates
  28. 28. Nadler & Associates ruth@nadlerandassociates.com

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