Aligning DMO Metrics in Reporting ODMO 2017 Winter Conference Kari Westlund, President & CEO
DMO Reports Reviewed Seaside Travel Medford COVA Travel Oregon Travel Portland Washington County Visitors Association Visit Tualatin Valley Visit Tillamook Coast Travel Lane County Eugene, Cascades & Coast OCVA Clackamas County Tourism & Cultural Visit Corvallis Affairs Oregon’s Mt. Hood Territory Visit Bend Travel Salem
Community Connections Content Mission Statement 11/13 Local Government Share of TLT/TRT Emphasis area for Bend and Medford Staff Roster 3/13 Grant Programs Out 5/13 2 with photos Level of Detail Varies Board Roster 10/13 Product Development 11/13 2 with photos Details Later in Deck CEO Message 8/13 4 with photos
Industry Health Metrics Transient Room Tax 11/13 Rail 1/13 Visitor Volume 6/13 Hotel Statistics 10/13 Occupancy 8/13 Economic Impact11/13 ADR 6/13 Visitor Spending 10/13 RevPAR 4/13 Jobs 9/13 Demand/Rooms Sold 4/13 Earnings New Development Local/State Tax Generation Air Service 5/13
Industry Health Metrics
Industry Health Metrics
Industry Health Metrics
Hospitality Indicators Full 2016 Calendar Year Occupancy Rate Calendar Year 2016 16 80 14.2 72 69.5 14 13.2 68.1 66.3 67.4 65.5 70 12.3 12.3 61.2 59.5 12 60 10 50 40 8 7 6.9 6.9 6.7 30 5.7 6 5 20 4 10 2 0 0.9 0 0 Occ % Change Demand % Room Revenue Ave Daily Rate RevPAR % Room Supply Change % chng % Chng Change Springfield Eugene Lane County Oregon U.S. Springfield Lodging Revenues By Month Calendar Year 2016 TRT Growth $450,000 $400,000 13.80% 15.00% 11.80% 11.70% $350,000 10.50% 10.20% $300,000 $250,000 7.50% 10.00% 5.90% $200,000 $150,000 5.00% January February March April May June July August September October November December 0.00% Eugene Springfield Florence Cottage Other Total County Grove Turnover
Lane County Room Tax Collections by Fiscal Year $11,603,578 $12,000,000 $10,546,243 $9,441,491 $10,000,000 $8,282,726 $7,519,298 $8,000,000 $7,242,202 $7,229,995 $6,879,677 $6,769,782 $6,611,718 $6,273,289 $6,000,000 $4,000,000 $2,000,000 $- FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 Actual Lane County TLT Change from Prior Year 20.00% 13.99% 15.00% 11.70% 10.15% 10.03% 9.90% 9.67% 9.35% 10.00% 5.27% 3.83% 5.00% 0.00% -5.00% -6.37% -7.33% -10.00% FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17
Program Performance Metrics Convention Data 9/13 Sports Event Data 7/13 # Groups Booked # Groups Booked # Room Nights Projected # Room Nights Projected # Delegates Projected # Participants Projected $ EEI of Bookings $ EEI of Bookings # Events Held/Delegates/Rm Nights # Events Held/Delegates/Rm Nights Convention Trade Shows Attended Sports Trade Shows Attended Appointments Appointments Contacts Contacts Attendance Attendance
Program Performance Metrics Customer Satisfaction Data 4/13 Earned Media 10/13 Convention Center Ratings # Media Fams Convention Services Ratings # Articles Generated Visitor Ratings via Survey Reach of Articles Social Media Listening Analysis Value Equivalency of Articles Helpful Rating of Web Site Domestic vs International Visitor Guide 9/13 # Distributed Distribution Breakdowns
Program Performance Metrics Program ROI 4/13 Website 10/13 Trvl Ln Cnty - By Program and Overall Sessions Travel Medford - Public Share of TRT Unique Users User Profiles – Demo/Origin compared to DMO share of TRT T.O. Advertising ROI Acquisition Travel Salem Leverage Match to TRT – Page Views & Top Pages Viewed ( media, in-kind, WVVA, VG ads, Vol Val ) SEO Audit & Other Projects EEI Launch / ReDesign E-News Subscribers 2/13 Engagement Metrics - downloads Open Rate Engagement
Program Performance Metrics Social Media 8/13 Marketing 13/13 FB Fans/Followers Brand Refresh & Defined (Pillars) Instagram Campaigns and Results By Media Twitter Impressions, CTR Profile Data & Geo Origins Trade Shows, Contacts Impressions / Engagements by channel Fams, results Growth Rates by channel RCTP Program Results Ad Spend & Results by channel Awards Won Blog Views Projects if not campaigns Stories Published Video & Photo Development Domestic vs International
Program Performance Metrics Visitor Services 9/13 Research 9/13(+) By Month and Origin DMA West Web Study (4) VIC Visits Golf Traveler Profile Trail Completions Visitor Profiles Maps Distributed Intent to Travel Data Interactions or Fulfillments Stakeholder Surveys Geo-Analysis Visitor Geo-Analysis by media Kiosk Deployment and Profile Data Brand Awareness Mobile VIC Deployment & Results Campaign Analytics Volunteer Hours Ad Effectiveness Travel Barometer Impacts & STR
Program Performance Metrics Development 11/13 Member Data 4/13 Product Development Number Trails, Maps, Gift Cards Growth Studios, Trainings Geo-Breakdown Destination Development Category Breakdown Wayfinding Revenue Byways, Bikeways Facilities Public Art
Financials
Report Formats & Length
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