Quar te r ly F or um MCCVB Me mbe rs Ma y 22, 2014 AGE NDA - - PowerPoint PPT Presentation

Quar te r ly F

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um

MCCVB Me mbe rs Ma y 22, 2014

T hir d

AGE NDA

• DE

ST INAT ION SCORE CARD

• Ne w F

a c e s

• Sc o re c a rd
• Sne a k Pe e k
• DE

PART ME NT UPDAT E S Q3 Highlights and L

• oking F
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war d

• Sa le s & Gro up Se rvic e s
• Ma rke ting Co mmunic a tio ns
• Me mb e rship & Visito rs Se rvic e s
• GRAB L

IF E BY T HE MOME NT OS Hispanic Mar ke ting Wor kshop

Ne w T a le nt

We lc ome to MCCVB!

< Sc ott Wilson, VP of Sale s L iz Kar a, Re gional Sale s E xe c utive – MW > < Alliah She ta, Dir e c tor

• f Community Re lations

Molly Nanc e , Mar ke ting Communic ations Assistant Mic hae l Djubasak, Visitor Infor mation Spe c ialist

So urc e : Smith T rave l Re se arc h, April 2014

De stina tio n Sc o re c a rd

Oc c upanc y ADR Re vPAR Monte r e y County 2014 65.4% $167.05 $112.32

Mo nte re y Co unty 2013 62.8% $162.74 $105.00 Gro wth +3% +4% +7% July 2013 – April 2014 F YT D Ave ra g e

So urc e : De an Runyan Asso c iate s, April 2014

De stina tio n Sc o re c a rd

Ca le nda r Ye a r De stina tio n Sta ts

Spe nding ($Billion) E mployme nt L

• c al T

ax Re c e ipts ($Million)

2012 $2.272 22,670 $57.9

2013 $2.368 23,310 $61.5

% Cha ng e +4.2% +2.8% +6.3%

2013 Numbe r

• f Visitor

s to Monte r e y County: 3.5M

De stina tio n Sc o re c a rd

$0 $10 $20 $30 $40 $50 $60

2008-2009 2009-2010 2010-2011 2011-2012 2012-2013 2013-2014

Millions

T OT Qua rte rly Re ve nue

Q4 Q3 Q2 Q1

SAL E S &GROUP SE RVI CE S

Q3 Highlights

Hig hlig hts from Q3 (Ja n – Ma r)

• Prof. Conf. Mg r. Assoc . (PCMA)
• Na tiona l T
• ur Assoc . (NT

A)

• Sma rt Ma rt
• SF

, L A, SV, SD Sa le s Mission

• CA Soc ie ty of Assoc . E

xe c .

• Conf. Dire c t Annua l Mtg .
• De stina tion Showc a se – DC
• Assoc . Me e ting Prof. (AMPS)
• Int’l Pow Wow (IPW)

Q3 Gr

• up Sa le s Me a sur

e me nts

Sa le s 13- 14 YT D Q3 F Y13- 14 Goa l % of Goa l F Y 12- 13 Ac tua l

Ne w Gro up Busine ss L e a ds

337

460 65% 417 Gro up Ro o m Nig hts I nde x

96%

100% 96% Ne w Me a sure me nt ST R Re po rt Re vPAR Sta tus

T hird

T hird 100% F

• urth

Gr

• up Sale s Pac e Re por

t

Arrival Year 2012 2013 2014 2015 2016 2017 2018 2019 2020 Totals Total Groups 191 % 179 % 120 54 12 4 1 191 % Corporate 60 31% 60 34% 23 11 34 17.80% Association 65 34% 69 39% 72 36 11 4 1 124 64.92% Government 11 6% 5 3% 3 1 4 2.09% T&T 24 13% 6 3% 1 2 3 1.57% Other* 30 1% 37 21% 21 4 1 26 13.61% Total Rooms 58,904 % 44,611 % 55,291 31,917 16,294 4,124 2,386 110,012 % Corporate 23,512 40% 15,638 35% 18,053 7,751 25,804 23.46% Association 24,408 41% 21,703 49% 28,717 22,400 16,153 4,124 2,386 73,780 67.07% Government 3,911 7% 270 1% 251 845 1,096 1.00% T&T 3,366 6% 332 1% 22 173 195 0.18% Other* 3,680 6% 5,823 13% 8,248 748 141 9,137 8.31% 2012 2013 2014 2015 2016 2017 2018 2019 2020 Totals Total Groups 190 121 32 13 3 1 170 Total Rooms 58,879 37,503 25,776 11,861 3,435 678 79,253 *Other = Incentive, Sports, SMERF ** Bookings as of April 30, 2014

Bookings Arrival Year Forecast Report For A Calendar Year

*Calendar Year Number = Combination of Current Fiscal Year Production + Past Fiscal Years Production

Year over year comparison: Bookings arrival forecast report as of April 30, 2013

L

• o king F
• rwa rd
• Ne w Hire On- Boa rding for RSE

’s

• Chic a g o Pop- Up - June
• Cha mpion Monte re y
• Ne w c lie nt ma rke ting tools
• Ame r. Inc e ntive Bus. T

ra ve l & Mtg s (AIBT M)

• Re - L

a unc h T

• ur & T

ra ve l Se g me nt

• Sma rt Ma rt – (MN & SF

)

• Colla bora te – Portla nd
• MPI Sa n Die g o
• Sma rt Ma rt SF

Gr

• up Sale s De ployme nt

FLORIDA

Chic a g o Pop Up

Our Awa rd Winning Che f’ s Justin Co g le y - E xe c utive Che f Aub e rg ine Yo use f Gha la ini – Che f de Cuisine – the Be nc h a t Pe b b le Be a c h Dunc a n Biddulph – E xe c utive Che f K inmo nt (Chic a g o ) Hidde n Po p Up Re sta ura nt a nd T e st K itc he n One -o f-a -K ind, E xpe rime nta l Co nc e pt F

• ste ring Cre a tive

Culina ry Co lla b o ra tio ns

June me dia blitz – MST

buse s

– Pr

int ads

Clie nt Mic r

• site s

Custom Clie nt Maps

A c oupon/ disc ount pr

• gr

am me ant to dr aw c onfe r e nc e atte nde e s into our me mbe r s’ busine sse s to spe nd mone y. Contac t Je r r y Diaz for mor e infor mation: je r r y@se e monte r e y.c om 657.6412

Wor kshop for me mbe r s on hosting c ode c ompliant phar mac e utic al me e tings, F r iday, May 30th. Contac t Je r r y Diaz for mor e infor mation: je r r y@se e monte r e y.c om 657.6412

MARK E T I NG COMMUNI CAT I ONS

Q3 Mar ke ting Me asur e me nts

Ma rke ting 13- 14 YT D F Y13- 14 Goa l % of Goa l F Y 12- 13 Ac tua l

Una ide d Bra nd Awa re ne ss 82.6% 83% 99.5% 82% I nte nt to Visit 32.4% 32% 101% 31% Adve rtising E ffe c tive ne ss 4.1 3.8 108% 3.75 E a rne d Me dia (Ad E q uiva le nc y) $34,535,793 $34,500,000 91% $44,807,477 F a c e b o o k F

a ns

49,890 43,750 113% 38,587 T witte r F

• llo we rs

11,715 9,775 107% 8,712 We b site Visita tio n

Ave ra g e Visits, inc lud ing mo b ile

1,154,000 1,114,092 92% 1,286,664

Ave ra g e Pa g e Impre ssio ns

3,657,380 4,011,372 81% 3,878,844

Ave ra g e Re fe rra ls

309,212 328,224 81% 322,608 Visito r Da ta b a se 33,100 40,820 65% 21,315

GROUP MARKE T ING

Ne w Gr

• up Mar

ke ting Photos

MCCVB Digital Me dia Ce nte r

http:/ / se e monte re y.dig ita lme dia c e nte r.c om

Dire c t Ma rke ting

Going Soc ia l

• L

inke d I n

• T

witte r

• Pinte re st

L E ISURE MARKE T ING

Q3 Hig hlig hts - Soc ia l

Soc ial Stats

Soc ia l

• F

a c e b o o k- 49,320

• T

witte r- 10,505

We bsite

• Visits- 1,019,881
• Pa g e vie ws- 3,233,767
• Re fe rra ls- 267,297

Da ta ba se

• Opt-ins- 26,370

Spr ing Pr

• mo-

GL BT M Challe nge

T e ll your

• ut- of- town fr

ie nds and the ir fr ie nds to opt- in now Conte st c lose s today!

18,042 E ntr ie s 10,690 E mail Opt- Ins Digital Banne r Ads T ripAdviso r, SF Ga te , T ra ve lzo o Ca na da , L A T ime s KOST Radio L A & SF Ma rke ts E blasts SF T ra ve l, Va c a tio nF un

PR Hig hlig hts

PR Adve r tising E quivale nc y

$34.5 Millio n YT D (100% o f Go a l)

81 Me dia F AM Visits (YT

D)

• Dujo r Ma g a zine -Ce le b ra te d L

iving

• We d ding illustra te d -7x7SF
• Sing T

a o Da ily

• F
• o d & Wine

Gr

ape s, Hops & Shots Re le ase

• 370+ me dia hits
• 22 Millio n I

mpre ssio ns

• $1 millio n PR Adve rtising E

q uiva le nc y

Gra b L ife by the T e nta c le s Blog g e r Me dia F AM

70+ me dia hits 7.1M impr e ssions

L A Po p-Up

# BGMo nte re yF re sh

Ma y 19-28 L

• s Ang e le s

Che f T im Wo o d, Ca rme l Va lle y Ra nc h Che f Yo use f Gha la ini, T he Be nc h, Pe b b le Be a c h Co mpa ny

L A Po p-Up

Airpo rt

Ca ll to a c tio n

Unite d De nve r flig ht Use yo ur Mile ag e Plus c lo ut!

Bra nding Mo nte re y Re g io na l Airpo rt

Bo o king .c o m I nte g ra tio n

Bra nding the E xpe rie nc e

Ma dde n Me dia

2015 Offic ia l T ra ve l Guide

Purc ha se yo ur a d no w! Ma dde n Sa le s Re p:

Char lie L ittle johns

L

• oking F
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war d

F

• urth Qua rte r
• L
• s Ang e le s Po p Up
• Bra nd Awa re ne ss Re se a rc h – Wa ve I

I I

• Visito r Pro file / E

ve nt I mpa c t Study

• Airpo rt b ra nding
• USAT
• da y & F
• rb e s.c o m me dia F

AMS

ME MBE RSHI P & VI SI T OR SE RVI CE S

We lc o me Ne w Me mb e rs!

Alva ra do Stre e t Bre we ry & Grill Bruno 's Ma rke t Cha pa rra l Ra nc h F a va lo ro 's Big Nig ht Bistro F ind the F unny F a ste r Ho Wa h Chine se Re sta ura nt I F G Ma rke ting L &G L a w Mc Ca ll E ve nts Me c c a De li Mo sa ic Glo b a l T ra nspo rt Sa nta L uc ia Hig hla nds T ho ma s K inka de Ga lle ry Va lle y Hills De li & BBQ Who le E nc hila da Ya nks RV Re so rt

Me mb e rship

F isc al Ye ar 2014-2015 = E MPOWE RE D ME MBE RS

• Up to 5 L

isting s (c ate g o rie s) o n Se e Mo nte re y.c o m

• Co llate ral distrib utio n
• Primary c ate g o ry listing in the annual Offic ial

T rave l Guide

• Partic ipatio n in le isure and g ro up c usto me rs’

re q ue sts fo r pro po sals

• Ab ility to partic ipate in MCCVB Sale s and

Marke ting Co -Ops

• Ab ility to partic ipate in adve rtising
• ppo rtunitie s (we b site and Visito rs Ce nte r)

Me mb e rship

UPCOMI NG Me mb e r Orie ntatio n June 24, 2014 3:30 – 5:00pm 787 Munras Ave ., Ste . 110

Na tio na l T ra ve l & T

• urism We e k

Na tio na l T ra ve l & T

• urism We e k

Na tio na l T ra ve l & T

• urism We e k

Na tio na l T ra ve l & T

• urism We e k

Visito r Se rvic e s

Cruise Ships a nd E ve nts Visito r I nfo rma tio n Ce nte r Co nfe re nc e s

Visito r Se rvic e s

49% Stay L

• nge r

101,474 Visitor s Assiste d 82,428 inc r e me ntal r

• om

nights ge ne r ate d

Save the Date for the

Annual L unc he on

Aug ust 21, 2014 11:30 AM – 1:30 PM Po rto la Ho te l & Spa

Hispanic Mar ke ting “Gr ab L ife by the Mo me nto s”

pr e se nte d by L

• r

r aine Yge le sias, Monte r e y Bay Aquar ium

F amiliar ity Hispanic Othe r

Ve r y familiar 33% 32% Some what familiar 40% 43% Not at all familiar 28% 25% Past Monte r e y c ounty visitation

33% 26.8% Inte nt to visit

Alr e ady planning a tr ip 13% 8% Ve r y like ly 64% 40% Some what like ly 19% 35% Not ve r y like ly 4% 11% Not at all like ly 7% Rating of Monte r e y T r ip E xpe r ie nc e E xc e lle nt 38% 29% Ve r y Good 43% 49% Good 19% 22% F air

0%

0% Awar e of adve r tising/ PR

57% 33%

Visite d we bsite

11% 4%