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LIVING THE DREAM
Travel Matters for Santa Monica
Santa Monica Tourism Summit
May 9, 2018
LIVING THE DREAM Travel Matters for Santa Monica Santa Monica - - PowerPoint PPT Presentation
LIVING THE DREAM Travel Matters for Santa Monica Santa Monica - - PowerPoint PPT Presentation
LIVING THE DREAM Travel Matters for Santa Monica Santa Monica Tourism Summit May 9, 2018 Caroline Beteta President & CEO Visit California Our mission: Create desire for the California experience Californias tourism investment
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Caroline Beteta
President & CEO
Visit California
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Our mission: Create desire for the California experience
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Source: California Office of Tourism
California’s tourism investment
Rental Cars 58%
Accommodations
33%
Restaurants and Retail 5% Attractions
2%
Transportation and Travel Services 2%
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INSPIRATION
PLANNING TRANSACTION RENTAL CARS ACCOMMODATIONS ATTRACTIONS RESTAURANTS & RETAIL TRANSPORTATION
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Board leadership
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Ernie Wooden
President & CEO, Los Angeles Tourism & Convention Board
Carl Schuster
CEO-Managing Partner, Wolfgang Puck Worldwide, Inc
Karen Irwin
President & COO, Universal Studios
Bobbie Singh-Allen
Executive Vice President and COO, California Lodging Industry Association
LA County Board leadership
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Misti Kerns
President & CEO, Santa Monica Travel & Tourism
Julie Wagner
President & CEO, Beverly Hills Convention & Visitors Bureau
LA County leadership
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TOURISM IS BOOMING
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$20.69 Billion Agriculture $7.3 Billion Civilian Aircraft $6.96 Billion Voice/Image/Data Equipment $5.5 Billion Non-industrial Diamonds $3.3 Billion Electrical Machines
California’s Top Export
$25.2 Billion
International Visitor Spending
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2017 TRAVEL-RELATED SPENDING
$132.4 billion
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2017 STATE & LOCAL TAX REVENUE
$10.9 billion
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2017 TOURISM EMPLOYMENT
1.1 million
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TRAVEL MATTERS
TRAVEL MATTERS TO SANTA MONICA
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WE MAKE TOURISM HAPPEN
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Paid Owned Earned Trade & Partnerships
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Global Brand Target
Millennials + Kids
Millennials
Opportunity Target
36% of Brand Target Adults | Top 33% Household Income | 108 Million Individuals
Experiences Segmentation
Outdoor Family Culinary Luxury Entertainment & Culture
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Global Brand Architecture
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A new original edutainment series launching in May
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FY17/18
Global investments
$3.2 million
$4 million
$8.5 million
$4.1 million $5.9 million
$61.4 million Tier 1
$1.1
million $1.2
million
$950K
$1.1
million $1.1 millionTier 2
$250K $250K $150K $500K
Tier 3
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India Middle East
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Paid Owned Earned Trade & Partnerships
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23 Million Followers
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Santa Monica #DreamEats
- Sweetfin Poké
- Bay Cities Deli
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Samantha Brown PBS’s Places to Love Tanya Holland Brown Sugar Kitchen Ann Marie Brown California Waterfalls Dylan Thuras Atlas Obscura Pauline Frommer How to Pack for California John Bonne The New California Wine Patricia Schultz 1,000 Places to See Jeff Smith California Beer Docu Bob Schneider Red Jeep Tours
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Paid Owned Earned Trade & Partnerships
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Earned media
- 45 press trips
globally
- 409 placements
- $30 million U.S. ad
value
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Media events
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Paid Owned Earned Trade & Partnerships
B2 B2B2 B2C
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Travel trade
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May 20
Noon
Colorado Convention Center
May 22
5:50 p.m.
Denver Performing Arts Center, Seawall Ballroom
May 22
11:30 a.m.
Colorado Convention Center
PRESS CONFERENCE PRESS CONFERENCE
May 23
10:30 a.m.
Colorado Convention Center
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362M Impressions • 10M Video Views
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DREAMING ON TOGETHER
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industry.visitcalifornia.com/marketingworkplan
Two-year Marketing Work Plan
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industry.VisitCalifornia.com
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- Feb. 11-12
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