Beech Mountain Tourism
and Development Authority (Beech TDA)
and Development Authority (Beech TDA)
Beech Mountain, North Carolina
www.BeechMTN.com
OBJECTIVE
To increase occupancy tax dollars in Beech Mountain, North Carolina, as well as the promotion of seasonal recreation activities (i.e. skiing) and tourism throughout the region.
CHALLENGE
Beech Mountain is located 5,506 feet above sea level in the high country of North Carolina. It is primarily known for Ski Beech, one of the southeast’s best winter destinations. Due to the economy, Beech rental revenue had steadily declined over a three-year period. Winter is traditionally a strong season for Beech, the rest of the year tourism traffic waned significantly. The marketing budget for Beech is limited, requiring selective marketing.
SOLUTION
Beech had worked with several advertising agencies over the years to develop a market position. The agreed-upon position and the one we adopted was “Beech Is Eastern America’s Highest Incorporated Town.” Over the years, various market surveys had been done by the Beech TDA to determine the types of tourists Beech Mountain attracted and their points of origin. Prior to its association with X-Factor, Beech Mountain engaged in costly traditional media including billboards, radio and magazine advertising. Such mass-media campaigns’ require bigger budgets to achieve the frequency desired to reach the audience.
X-Factor concentrated the bulk of Beech Mountain’s marketing focus away from costly mass media and onto an all inclusive Internet marketing plan. Online marketing efforts included a new website design, search engine optimization, pay per click advertising, a blog, press release copywriting (optimized for search) and online press release distribution.
RESULTS 
In a 2009 vs. 2010 comparison, the Beech Mountain Tourism website saw an increase of 27,577 visitors, with a 437% increase in traffic arriving from search engines. Search engines are now the leading traffic source, sending over 70% of all visitors to the site. The website is ranking on page one of Google for over 80% of the keywords used throughout the website.
Beech Mountain had an increase of over 14% in occupancy tax in the third and fourth quarters of 2010 (compared to Q3/Q4 2009).
www.BeechMTN.com
OBJECTIVE
To increase occupancy tax dollars in Beech Mountain, North Carolina, as well as the promotion of seasonal recreation activities (i.e. skiing) and tourism throughout the region.
CHALLENGE
Beech Mountain is located 5,506 feet above sea level in the high country of North Carolina. It is primarily known for Ski Beech, one of the southeast’s best winter destinations. Due to the economy, Beech rental revenue had steadily declined over a three-year period. Winter is traditionally a strong season for Beech, the rest of the year tourism traffic waned significantly. The marketing budget for Beech is limited, requiring selective marketing.
SOLUTION
Beech had worked with several advertising agencies over the years to develop a market position. The agreed-upon position and the one we adopted was “Beech Is Eastern America’s Highest Incorporated Town.” Over the years, various market surveys had been done by the Beech TDA to determine the types of tourists Beech Mountain attracted and their points of origin. Prior to its association with X-Factor, Beech Mountain engaged in costly traditional media including billboards, radio and magazine advertising. Such mass-media campaigns’ require bigger budgets to achieve the frequency desired to reach the audience.
X-Factor concentrated the bulk of Beech Mountain’s marketing focus away from costly mass media and onto an all inclusive Internet marketing plan. Online marketing efforts included a new website design, search engine optimization, pay per click advertising, a blog, press release copywriting (optimized for search) and online press release distribution.
RESULTS 
In a 2009 vs. 2010 comparison, the Beech Mountain Tourism website saw an increase of 27,577 visitors, with a 437% increase in traffic arriving from search engines. Search engines are now the leading traffic source, sending over 70% of all visitors to the site. The website is ranking on page one of Google for over 80% of the keywords used throughout the website.
Beech Mountain had an increase of over 14% in occupancy tax in the third and fourth quarters of 2010 (compared to Q3/Q4 2009).