Ventura Visitor & Convention Bureau Activity Report VVCB Report to Board of Directors November 2013

Visitor Center Income Sources

Retail Income - VVCB November - October YTD 2011/12 2012/13 Increase in Revenue $12,318.16

$18,918.37 Total $6,600.21

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Retail Sales/Income

October $897.48

Best Sellers – Wine Tours, Postcards, Ventura Tote Bags, Ventura City Maps, Ventura Stickers, Ventura Magnets, Note cards • •

Ticket Sales/Income

October Wine Tours - $1,955 ($276 to VVCB -7%) Winter Wine Walk - $250 ($15 to VVCB -6%) • • •

Consignment /Income

residents October $215.44

Up to (17) vendors and promoting more items from local Newest Consignment vendor – Harbor Wind & Kite Sunny Oberto, a current consignment vendor has designed a “Ventura” 2014 calendar and is currently being sold at the Visitors Center

Visitor Services

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Ventura Traffic

The total number of visitors to the Visitors Center for 2013/14 Fiscal YTD is 9,749

July-Oct 2012 vs 2013 UP 931ppl Large reason is trolley traffic

Total number of visitors in October is 1,669 Top Visitors YTD Geographic Origins: (IN CENTER) International: Canada, Germany, Australia & England California by County Los Angeles, Ventura, San Diego & Orange Out of State Arizona, Texas, Nevada & Oregon Visitors Center is currently selling tickets for the Ventura Winter Wine Walk and will be a tasting location on 12/7.

The vacant office space has recently been advertised on Craigslist and Twitter. Potential income, $650 per month.

Volunteers

We are fortunate to have a team which currently includes 16 volunteers. Our volunteers are an integral part of the Visitors Center operations. We are so pleased with their assistance in enhancing the overall visitor experience!

Current Volunteers: Daniella Acardi Ann Bevans Brittany Bruer Royce Camilo Glenda Cardona Martha Christensen Michael Gold Julie Henry Linda Holzer Lyle Hotzler Sara Paz Pattie Ridenour Joyce Rufenact Bruce Smith Linda Windsor Samara Iodice How long they have been with the Visitors Center 2 months 3 years 1 week 1 1/2 years 6 years 3 months 3 1/2 years 14 months 11 months 8 months 3 months 2 1/2 3 years 5 months 14 months 3 months/ BarkVentura

Volunteer Highlights

Volunteers were recently treated to a ride on the trolley to better educate them on trolley stops and operations. A tour of some of the new stores at Ventura Harbor and free ice cream were part of the fun excursion! Courtesy of Downtown Ventura Organization and Ventura Harbor Village.

Our annual Volunteer Recognition Party is scheduled for Tuesday, November 12 th Visitors Center.

at 5:30 PM at the Pierpont Inn! Time to celebrate our volunteers and thank them for their hard work and dedication to the

Those who can, do. Those who can do more, volunteer. ~Author Unknown

BRANDING/IDENTITY UPDATES

Narrative- For internal use only A town best travelled

“We are teased and spoiled by the abundance of coastal experiences California offers. Some stand up and beat their chest while others lay back and cool their heels. But one simply squints through the midday sun and invites me to, "Come, stay, eat, surf and play... but YOU be YOU". I don't have to be rich or know a secret handshake and I don't know of any dress codes. What I do know is I can park and walk to just about anything from tacos at the pier to a wine bar or art gallery at night and find an eclectic culture of human expression and unapologetic grit. I do fit right in not because I try but rather because I don't have to try.

Day or night, the town has a casual soul yet a pulse that quickens and slows with it's indigenous offerings-- art, music, rich food trends and a proximity to a stunning convergence of ecological wonder, colorful diversity and a storied history. You can drive right past it or even right through it but when you stop here you'll know that you've arrived at a special place. It doesn’t just sit by the sea but it stands by itself in character and allure. And when I'm there-- when you're there-- it's even better than before.

We live, we visit, we engage-- we are in Ventura.”

NEXT STEPS:

Revised positioning statement and narrative are “spot on.” They are positive without and spin. They feel authentic and true to Ventura. The narrative could be a great economic development tool.

• DuPuis will refine the visual territory board , team will review • Next, we will explore up to 4 options for the Ventura brandmark. This will be presented on 11/14/13.

VVCB SALES Sales/ RFP

• •

Sales Leads:

October Sales Leads Sent: 4 Leads, with an average of 3 hotel nights and 146 Rooms.

Year to date Sales Leads: 13 Leads •

Economic Impact YTD Leads Generated: $9,830,283

October YTD Sales Leads Confirmed Bookings: (3) of (13) sent or 23% • •

Economic Impact YTD Leads Converted: $10,898,867

October (766) Attendees assisted with welcome packets of brochures and maps.

– YTD (3,550) October YTD Attendees assisted with Service Requests with group dining, offsite event space, group activity booking: (810) – – – –

October Tradeshows:

KKLA Pastors Conference : c contacts were made. Bak 99 new Bakersfield Chamber Mixer : 180 Cards collected- (30) Leisure (150) Business –

FAMs, Sales Missions, Tradeshows

Press FAMS:

• Nick and Caroline Robertson Brown with Sport Diver Magazine UK came for an overnight and kelp forest diving trip. They used Ventura Dive & Sport and stayed at the Holiday Inn Express.: Saturday and Sunday, October 12, 13.

• Sunrise/Australian TV Co-Op with CCTC: Thursday, October 31 evening in our Downtown.

st . They filmed at the Channel Islands National Park Visitors Center and Islands Packers. Stayed at the Crowne Plaza and enjoyed an

Client FAM:

• Annie welcomed the National Onion Association clients to Ventura on Wednesday, 10/16 – Sunday, 10/20.

• They stayed 2 nights at the Sheraton and 2 nights at the Crowne Plaza, with site tours at the Sheraton, Marriott and Crowne Plaza.

• They also focused on meeting local farmers, seeing a few arts focused attractions for the spousal programs and enjoyed our downtown at their leisure.

• This group has booked with the Crowne Plaza Ventura Beach at an estimated economic impact of over $106 k.

TEAMS Tradeshow:

• Annie attended the TEAMS Tradeshow in Salt Lake City with VCLA on November 4-7. • Combination scheduled appointments & networking • VCB & City are taking John David (COO of USA BMX) out to dinner on Wednesday night.

MARKETING

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Public Relations

VCB Currently managing all PR requests and FAM trips RFP went out on streets Nov 1st-Due back Nov 18th target start Jan 2014 – Review Committee will get packets and evaluate on own then come together and discuss – Had 3 companies interested that learned more about financial scope and decided not to participate Australia “Sunrise” Partners/ 3 pitches 10/31 this was a contact that came out of PowWow with CCTC- ( see above picture) BARKVENTURA press release went out on 10.28 calling for AmbassaDogs applications to be turned in by November 25th- Launch January 2014 MA KVTA radio interview on 11.1.13

Blog for Island Packers – http://travelingtrinovid.com/birds-wildlife/island hopping/#.UnkVKxZU9wh

• • • •

Print and Editorials

Trip Advisor Marketing to Phoenix & Dallas – one month in~0.16% average click through rate (that is double the industry average of 0.08%). Now is TOP #1 referrer for Website Photographer we work with locally recently got coverage In latimes.com

– http://www.latimes.com/local/lanow/moments/la-me-ln reader-photo-rest-stop 20131023,0,2235111.story#axzz2ieJMrXyk Canadian Traveler Magazine- Check out Ventura!! http://digital.canadiantraveller.net/i/191418?ut

m_source=Digital&utm_medium=email&utm_c ampaign=October20131022&dm_i=1HWB,1XBA S,B39TO4,6WTXZ,1 Bakersfield campaign still getting a lot of traction/ 374url links for last 3 months

TECHNOLOGY

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WEBSITE

Visits increased 16% over October 2012 Domestic: Consistently – – – – CA AZ TX Last year this time CO & NY Were #2 &3 recent outreach is Showing in website traffic Top Referrer: – Tripadvisor Extranet- will launch how-to videos this week Added Value for Jack Rabbit $5000 adding mobile into existing contract Month of October a total of 262 click thrus on Partners pages to book direct • • • • • • •

SOCIAL MEDIA

Streamlined all social media platforms for VisitVentura and to maximize our SEO now when you google Ventura VCB is #1 we use to be #6 Facebook – 18,724 Fans (384 new) Best Day of week for postings Friday our followers want to be inspired – FB post the week of 10.26

– Reached 54,000 people.

Visit CA shared it, and it exploded.

FB post THIS WEEK reached 42K • 558 shares/ 2053 like/86 comments • Engagement 1,500 HUGE Pinterest Instagram 414 followers 459 followers (167 new) Twitter 438 followers BarkVentura Page is now up! Support from Anacapa Animal Hospital Voted #1 readers choice awards 4 yrs. in row Promoting bag sales through Social Media- “Don’t do the wrapping send if Ventura Bag”- running a promotion Spend $25 get 50% off Ventura tote bags

Newsletter Template

SHORELINES Newsletter Oct 2013- NEW Template

•

Sent on October 23, 2013 to 457 partners

STAKEHOLDER & COMMUNITY ENGAGEMENT

• •

City Contract/Research Update:

Tentative date for Agenda item 12.9.13 waiting to get updates from City Staff on presentation and contract language

– VCB will need to call a special meeting to inform Board of City Staff final recommendations and present a copy of proposed contract

Met with City Staff on Oct 15

th

outcome of research

– Retain funding 20% TOT and 5 yr –

to discuss

Measured provision that VCB seek new sources of funding – – Annual budget submitted Permit each budget to submit one time cost items – Limit VCB authority to enter into multi year contracts without city approval – Revise By-laws to add City Rep ( Council Member appointed by Mayor) to Exec Committee and a City Staff Rep ( appointed by City Manager) to the VCB BOD – Require monthly performance matrix presented to city and an annual report ( City Staff satisfied with recent correspondence) • • • Color Run Ventura! Close to 6K registered already looking at Oct 2014 dates and a possible addition in June of a different event January Board Meeting we will have a 15 min presentation on the Oxnard airport- needs and how we can support November 6 Foundation th MA CAPS interview with Nancy Pedersen & Chipper Bro Bell on Best Day

Couple of highlights: Sunset Magazine 844 Reader Service Leads YTD Up 26% from 2012- 699 National Geographic 844 Reader Service Leads in Sept YTD Up 94% from 2012-(52) E-monthly newsletters 95,991 YTD Up 48% from 2012 –(49,930) Calendar of events 41% of keyword search is for Ventura events

PARTNERSHIPS Regional

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VCLA- working on tradeshows for upcoming

Season, CalSAE next up – Oxnard Airport grant 1 st step awarded 2 more steps to go • •

Visit CA- 1 NTA pre Trade Show FAM.

Visit CA conference call for social media sharing and event submissions • Film liaison 154 projects in Ventura County since funded through EDCVC (2) of which have been in Ventura and generated over 1,000 rm nights • National Parks FULL Page ad with (7) strategic partners- 1 year coverage • MA attending CCTC meeting 11.15

***Last year in 2012 a total of 70,443 people (Anacapa 7934, Scorpion – most popular 36916, and Whale Watching 12682) ***This year thru October a total of 75,125 (Anacapa 9161, Scorpion 40569, and Whale Watch is 10940 )

still have 2 more months to go!

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Local

Guest Speaker at Ventura East Rotary Club on 10.24.13

Exploring I<3 Ventura program at center with City staff Meeting with Golf Courses to discuss cross promotion, drive green fees therefore helping city/ MA site visit to Olivas Ojai is creating a mini site to feature beach offerings and to sell their property more. We are coordinating having links on their site and providing some images Working with City& DVP on Restaurant week launching with CA in January- will reach out to regional and state partners to maximize exposure Michele at Harbor Jazz Sundays 11.10.13 promoting our Wine Tours

Staff Engagement /updates

• 2014 Inspiration Guide • Should be back from printers by the end of 2013!

Office Space & Visitor Center: • Plumbing issues resolved in restrooms- masonic dealing with male restroom leak in wall • Currently in Winter hours, close at 4pm office still on till 5pm with phones and door still open • Office Space for rent • Retail Income - VVCB November 2011 - October 2012 2011/12 $12,318.16

2012/13 $18,918.37

Increase in Revenue Total $6,600.21

VCB Staff: • Annie’s last day is 11.20.13/ Telecommuting • Active recruiting, WACVB, VCCF & website- keep open till we find the right fit- preserving flexibility on position • Based on increase traffic and revenue looking at PT help on weekends • • • • • •

TRAVEL TRENDS

The rise of the marathon and other day-long sports events are driving tourists to nearby cities and across the country. And the bump in tourist spend almost always outweighs organizing costs. SKIFT travel— Samantha Shankman The World Travel & Tourism Council (WTTC) forecasted that the total tourism industry contribution to the global economy in 2013

will not exceed 2.9 percent, which is significantly lower than February's forecast that stood at 3.2 percent.

According to the research 51% of American travelers were female rather than male, with a staggering prevalence for leisure travel (72%) as opposed to business travel (28%).

New Branding Visit California's new brand platform "Dream Big" and their accompanying logo and television commercial, "Dreamers" was unveiled at their recent Commission Meeting. The focus will continue to be on promoting the state's abundance and showcasing the California attitude, shining a spotlight on the fact that in California, we don't just dream, we Dream Big! The spot aired at the end of October in the U.S. and Canada and will utilized in the U.K. and Australia in the coming months. Their new logo and will be made available in the coming weeks Short-term travel is mostly connected to business trips, since most meetings, conventions and similar events usually take one or two days. The declining trend in short-term trips is therefore representing a decline in business trips all over the country.

– Some of the most visited destinations include New York City, Las Vegas, Washington DC, San Francisco, Chicago and Los Angeles – cities that are commonly associated with tourist attractions and leisure travels, another symptom of the positive trend towards longer leisure trips.

– For Ventura- our two gateways show opportunity TBID recently put together a to promote tourism in Thousand Oaks

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Staff

Marlyss Auster, Executive Director Hilda Kilpatrick, Office Manager Michele Gilmour, Visitor Services Manager Annie Campbell, Group Sales Manager Donna Francis, Visitor Services Suzanne Baird, Visitor Services Diane Sweet, Visitor Services

Board & Advisory Board

Executive Committee

Oscar Pena - Chairman (General Manager, Ventura Port District) James D. Ludwig - Past Chairman (Principal, KL Associates)

OPEN SEAT- Treasurer

Victor Dollar - Secretary (Citizen at Large - General Manager Four Points by Sheraton Ventura Beach Resort)

Directors

Michael Wagner - Restaurant/Owner/Operator Marcia Rhodes - Citizen at Large (Road Scholar) Barbara Quaid - Ventura County Fairgrounds (Chief Executive Officer, Ventura County Fairgrounds) Nancy Pedersen - Citizen at Large (Sunflowers on the Square) Marie Lakin - Cultural Affairs Commission Liaison Cheryl Heitmann - Downtown Ventura Organization Liaison Carlos Cruz-Ampudia - Small Hotel/Motel/Operator (General Manager, Best Western Plus, Inn of Ventura) Myron Freedman - Citizen at Large (Executive Director Museum of Ventura County) Ed Wehan - Parks & Recreation Commission Liaison

Advisory Board

Doug Wood, General Manager Crowne Plaza Ventura Beach Seana Sesma, Owner AceAna Promotions Norbert Tan, MBA, Executive Director, Ventura College Foundation Chipper Bro Bell, Patagonia Danny Saldana, Owner & General Manager, Anacapa Brewing Co.

Sureh Patel, General Manager, Country Inn & Suites by Carlson Douglas A. Halter Ed Warren, Busy Bee Café

** Recommendations for Board Slate explored in NOV VVCB Board meeting