Transcript Ventura Visitor & Convention Bureau Quarterly Report

Ventura Visitor & Convention Bureau
Activity Report
VVCB Report to Board of Directors
October 2013
Visitor Center
Income Sources
Visitor Services
Retail Sales/Income
September
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$1,138.81
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Best Sellers – Wine Tours, Postcards, Beer Festival
Tickets, Ventura Tote Bags, Ventura City Maps, Ventura
Stickers, Ventura Magnets
Ticket Sales/Income
September
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Wine Tours - $2,805 ($396 to VVCB-13%)
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Beer Festival - $3,640 ($234 to VVCB -7%)
Consignment Agreements/Income
September
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$455.74
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Up to (17) vendors and promoting more items from local
residents
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Newest Consignment vendor – Harbor Wind & Kite
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Sunny Oberto, a current consignment vendor is
designing a “Ventura” 2014 calendar to be sold at the
Visitors Center
Leases/Income
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Posted Ventura stickers on Social Media, sold 77!
Ventura Traffic
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The total number of visitors to the Visitors Center for
2013/14 Fiscal YTD is 8,080
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Total number of visitors in September is 2,116
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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
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Amended sign-in log at Center to add email addresses.
Through September we have obtained 237 addresses.
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Completed “Ventura Intercepts Survey” to assist with
branding and marketing efforts. Collected 41
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November Board Meeting will end with Volunteer
appreciation
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Visitors Center will again be participating in Winter Wine
Walk and be a tasting location
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Volunteers & Staff rode the trolley to become more
familiar with trolley operations. A tour of Ventura
Harbor Village was also a part of the excursion.
Volunteer Base/Efforts
The volunteer base has more than doubled in the past 20 months. Volunteers participated in Intercept surveys for
Branding/Identity effort
Consumer / Group Trade Shows & Conferences
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LA Travel & Adventure Show
Long Beach, CA
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MA attending Visit CA Outlook Forum in Pasadena Feb 5-7, 2014
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Annie will be attending the TEAMS Tradeshow in Salt Lake City with VCLA on November 4-7.
Ventura Partners include Parks and Rec Department and Community Development as well as the Crowne Plaza
Ventura Beach Hotel.
Focus selling and promoting Ventura as a great destination for group sports and teams events.
February 8-9, 2014
10’ X 10’
VVCB & our Partners
“app vs web” question???
Advantages of a Mobile Website vs. Native Apps
goals are primarily related to marketing or public communications, a mobile website This is because a mobile website has a number of
inherent advantages over apps, including broader accessibility, compatibility and cost-effectiveness.
Immediacy – Mobile Websites Are Instantly Available
A mobile website is instantly accessible to users via a browser across a range of devices (iPhone, Android, BlackBerry, etc). Apps on
the other hand require the user to first download and install the app from an app marketplace before the content can be viewed
Compatibility – Mobile Websites are Compatible Across Devices
A single mobile website can reach users across many different types of mobile devices
Upgradability – Mobile Websites Can Be Updated Instantly
A mobile website is much more dynamic than an app in terms of pure flexibility to update content. If you want to change the design or
content of a mobile website you simply publish the edit once and the changes are immediately visible; updating an app on the other
hand requires the updates to be pushed to users, which then must be downloaded in order to update the app on each type of device.
Findability – Mobile Websites Can be Found Easily
Mobile websites are much easier for users to find because their pages can be displayed in search results and listed in industry-specific
directories
Shareability – Mobile Websites Can be Shared Easily by Publishers, and Between Users
Mobile website URLs are easily shared between users via a simple link (e.g. within an email or text message, Facebook or Twitter
post). Publishers can easily direct users to a mobile website from a blog or website, or even in print. An app simply cannot be shared
in this fashion.
Reach – Mobile Websites Have Broader Reach
LifeCycle – Mobile Websites Can’t be Deleted
The average shelf-life of an app is pretty short, less than 30 days according to some research
A Mobile Website Can be an App!
Just like a standard website, mobile websites can be developed as database-driven web applications that act very much like native
apps.
Time and Cost - Mobile Websites are Easier and Less Expensive
mobile website development is considerably more time and cost-effective than development of a native app
VVCB SALES
FAMs, Sales Missions,
Tradeshows
Sales/ RFP
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September Sales Leads Sent: 2 Leads, with an average of
3 hotel nights and 179 Rooms.
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Year to date Sales Leads: 9 Leads
Economic Impact YTD Leads Generated:
$6,891,785
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September YTD Sales Leads Confirmed Bookings:
(2) of (9) sent or 22.2%
Economic Impact YTD Leads Converted:
$6,468,311
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September (1,508) Attendees assisted with welcome
packets of brochures and maps.
– YTD (2,784)
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September YTD Service Requests with group dining,
offsite event space, group activity booking: (485)
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A Client with Northrop Grumman Corp. used her
Ventura Getaway package that she won at HSMAI
Tradeshow. Stayed at our Marriott, a site tour of the
meeting and event space & also a trip out to the
Channel Islands. She was very pleased with her stay and
was surprised by the meeting & event space the
Marriott has. The goal of the FAM was to promote
Ventura’s meeting space in hopes of bringing groups.
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Press FAMS:
– 2 ladies who work directly with DEVELOPMENT
COUNSELLORS INTERNATIONAL through Visit
California as member of their national public
relations team.
– focused mainly on the Ventura Harbor Village,
Channel Islands National Park and Downtown
Ventura.
Press FAM Oct. 12-14, focusing on a Channel Islands dive
trip, the Ventura Harbor & accommodations at the Four
Points Sheraton.
Kidabra KAX West Coast Entertainers Convention:
– Collaborated work between us key local figures has
resulted in Ventura booking this business.
– Annie, Marlyss and Deputy Mayor Heitmann were
invited by Steve Axtell to tour the Axtell Expressions
Studios here in Ventura on Tuesday, September 24th.
– A lot of work and team effort / partnership went into
going through the bid process (we were competing
with Embassy Suites in Oxnard) and this will
hopefully be a progressive group with a yearly
return.
MARKETING
Public Relations
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VCB Currently managing all PR requests and
FAM trips
RFP would like to put out on streets Nov 1sttarget start Jan 2014
LET’S MAKE A DEAL air date 10.8.13
Visit CA Newsletter submission of Winter Wine
Walk
48 HOURS day one~ blog posting
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http://passionforfreshideas.com/interviews/lifestyle/48hours-ventura-day-1/
Scenic Hwy 1 Press Release/ collaboration with
Harbor
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Offer hotel Seasonal Hwy 1 rates
Print and Editorials
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Find your Perfect Getaway in the Channel
Islands- Palm Springs Newspaper
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http://www.mydesert.com/apps/pbcs.dll/article?AID=/201
309211815/LIFESTYLES0801/309210004&nclick_check=1
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 3 referrers for Website
Bakersfield campaign still getting a lot of
traction/ 214 url links
LA Times campaign started 10.1.13
Latimes.com, newsletters and one print ad
Circulating some samples
TECHNOLOGY
WEBSITE
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Visits increased 22% over Sept 2012
Page views for all hotels pages were 3,918 in
Sept 2013 ( up 15% Year over Year)
Domestic:
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Streamlined all social media platforms for
VisitVentura and to maximize our SEO
We are getting (5) stars on YELP! Take a peak!
http://www.yelp.com/biz/ventura-visitorscenter-ventura
FB Tabs have been added- for hotels, meetings
and events- direct links to webpages
International:
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CA
AZ
TX
SOCIAL MEDIA
UK
Canada
Germany
Extranet- will launch how-to videos
Newsletter template will complete by 10.16.13!
Added Value for Jack Rabbit $5000 adding
mobile into existing contract
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Facebook
Pinterest
Instagram
Twitter
18,340 Fans (391 new)
380 followers
292 followers
351 followers ( 59 new and
53% are male and 47%
female)
STAKEHOLDER & COMMUNITY
ENGAGEMENT
City Contract/Research Update:
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Tentative date for Agenda item 12.9.13
Meeting with City Staff on Oct 15th to discuss
outcome of research
We will share the City Research results and
ask the task force to review and contribute
for recommendations
MA meeting With Mayor Tracy
MA meeting With Mark Watkins
MA meeting with Neal Andrews
Staff site inspection at Paradise Pantry & Ventura Harbor
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Volunteer Outing on trolley to Ventura Harbor
November 6th doing an interview with Nancy
Pedersen for CAPS on Best Day Foundation
September Sales & Marketing Meetings:
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Ventura Branding Mtg (in partnership with DVP):
Thursday, September 12th.
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Sales lunch at the Crowne Plaza: Friday, September
13th.
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Ventura Sports Committee Mtg: Monday,
September 16th.
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VCLA Tradeshow Team Meeting: Friday, September
20th.
BRANDING/IDENTITY UPDATES
Notes from
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1st
meeting
Ventura Branding Platform
Kick Off Meeting Notes: 9.12.13
On Branding
A brand is not the logo. It is the culmination of experiences and
perceptions people have with Ventura.
A logo is a trigger mechanism for the underlying things that
matter about the brand.
We are not trying to invent a new identity. This is not “we didn’t
know we were that” but “wow, this is the best way we have
ever said what we are before.”
Branding Ventura
There is a dichotomy between the historic space and an
attempt to modernize.
Ventura has been so many things over the years (Rising Star,
Ventucky, The Art City, The Real California) and now we need
a singular vision.
We know we don’t want to be Santa Barbara, but what do we
want to be?
We need glue- something everyone can buy into. All entities
have to send the same message.
We need to prove to other entities that this mobilized effort has
a real affect.
There is a concern about not having everyone at the table:
how will we get the shared vision without everyone involved?
How can we help sell this idea to other groups?
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“DuPuis is experts that chose to be here in Ventura...
they are more sophisticated then other firms that might
otherwise be on this project.”
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We will use the survey to get more input. Over 100
received!
Meetings- we are making
progress!
• Goal- "wow, this is the best
way we have ever said what
we are".
• Visitors Center collected 41
intercepts
Exact Keyword
Visits
Percent
Landi
ventura ca
329
1.29%
/calen
ventura
219
0.86%
/
ventura beach
193
0.75%
/thing
ventura california
157
0.61%
/resta
things to do in ventura
136
0.53%
/hotel
ventura events
131
0.51%
/thing
things to do in ventura ca
128
0.50%
/thing
things to do in ventura county
102
0.40%
/thing
81
0.32%
/thing
ventura, ca
when is happy hour at brophy bros 69
ventura0.27%
harbor /visit
Couple of highlights:
Online VG
199,062 visits in 3 months
National Geographic
528 Requests for VG in Sept
Average time spent on site is
2 minutes 45 seconds/ we are
integrating FB and twitter into to
increase this
Calendar of events
TOP page views of 12,766
Landing Page
Visits Percent
/calendar-of-events/
7,229
28.27%
/
3,140
12.28%
/things-to-do/
2,377
9.29%
/restaurants/
1,093
4.27%
/hotels/camping/
1,089
4.26%
/things-to-do/family-fun/
690
2.70%
/things-to-do/ventura-beaches/
664
2.60%
/things-to-do/harbor-activities/
588
2.30%
/things-to-do/areas-to-visit/downtown/
518
2.03%
/visitors/pet-friendly/
298
1.17%
PARTNERSHIPS
Regional
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VCLA- working on tradeshows for upcoming
Season, CalSAE and TEAMS are next up
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Oxnard Airport grant 1st step awarded 2 more steps to go
Visit CA- 1 NTA pre or post Trade Show FAM.
Visit CA ad/ 2012/13 NEW 2013/14
Local
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Met with Gull Wings Children’s Museum about
the possibility of coming to Ventura
Planning meeting with Chamber to engage
members regarding BMX event
Meeting with Golf Courses to discuss cross
promotion, drive green fees therefore helping
city
Participation in City’s Economic Development
Meeting
Full page ad for Seaside Highland games that
Annie worked on
Doing social media
contest promoting
TRAVEL TRENDS
Staff Engagement /updates
2014 Inspiration Guide
• We are on the 4th round of drafts
and getting closer to final approval
Office Space & Visitor Center:
• VCLA has moved out
• Plumbing issues resolved in
restrooms- masonic dealing wit
male restroom leak in wall
• Ventura Harbor to ½ space
ROI Research:
• Getting feedback~ not work the
investment of 57K
• Look at measurement tools on
sales tax for City and TOT
Conferences/Training Programs:
• Annie attending Azuza Pacific
Pastor's Conference
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The Millennial generation is now larger than the Baby
Boomers and find travel a necessary part of life. They look for
a more meaningful, local feel when traveling. Things like an
authentic, local experience and also social responsibility are
very important in their travels. Of course the way they
research travel destinations and make bookings is also very
different than before.
http://www.hospitalitynet.org/file/152005087.pdf
Transactions generated via mobile online bookings — or
booking a vacation via a phone or tablet — was expected to
reach $26 billion in the U.S., said Neha Parikh, U.S. and
Canada president and general manager with Expedia’s
Hotels.com.
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For comparison, online travel vacations booked via mobile platforms in 2011 was
only $2.6 billion and reached $8 billion in 2012.
That means experts believe tourists who use their iPhones, iPads, Android
devices will increase by a staggering 225 percent next year.
93% of travelers say on line reviews & opinions influenced
their plans 56% of travelers accessed the internet through
mobile
Staff
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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
New Volunteers added to team since last month
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Daniella Accardi Stroh, Volunteer
Board & Advisory Board
Executive Committee
Oscar Pena - Chairman (General Manager, Ventura Port District)
James D. Ludwig - Past Chairman (Principal, KL Associates)
Pat Seminario - Treasurer (General Manager, Marriott Ventura Beach)
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