fiscal year report 2014/15 - santa monica santa monica beach hotel henri birmele, member hotel...

Fiscal Year Report 2014/15

2

Dear Santa Monica Partner,

It is with great pride in our destination, team members, Board of Directors, Tourism Marketing District Committee, industry partners, and associates that I present our 2014/15 Fiscal Year in Review. For 33 years, Santa Monica Convention and Visitors Bureau (SMCVB) has worked hard to increase visitor expenditures, tourism revenues and local employment opportunities through promotion of Santa Monica as a travel destination. Our charge is simple: to help maintain economic vitality in our ever-changing city. I am extremely proud of the contributions our organization and amazing hospitality partners have made to our community over the past three decades.

Santa Monica’s vital travel industry remained strong and sustained record growth in 2014. Our industry continues to be an economic engine that injects $1.72 billion dollars into the community, employing 13,700 people and generating $45.5 million in hotel tax revenues for essential community services. We are pleased to report that international visitor volume was up 13%, representing 55% of the market share, and our hotels’ average daily rates (ADR) and occupancy are some of the strongest in the region.

Despite this remarkable success, Santa Monica continues to face growing competition in the global market. This Year in Review captures much of SMCVB’s work over the past fiscal year to drive balanced demand for the destination, and fill identified need periods with a priority of overnight hotel visitors who provide the highest spending levels with minimal negative impact to the destination.

One of SMCVB’s proudest successes over the past year is the destination brand refresh that will be unveiled today at our sixth annual Tourism & Travel Summit. This includes a redesigned logo; brand style guide; destination photography; more tools for community partners to utilize; and an entirely redesigned SantaMonica.com with a new hotel booking portal and responsive design. We’re excited about the new approach to our Official Visitor Guide and Map that represents destination Santa Monica and serves our visitors and businesses.

On behalf of the entire SMCVB team, thank you for your support and collaboration. We look forward to continued success in the future!

Sincerely,

Misti Kerns, CMP CDMEPresident/CEO, Santa Monica Convention & Visitors Bureau

Santa Monica Convention & Visitors Bureau, Inc. (SMCVB) is a private, non-profit corporation formed in 1982 and is funded by the City of Santa Monica’s general fund and the Tourism Marketing District assessment. Under contract to the City of Santa Monica, the purpose of SMCVB is to promote Santa Monica as a conference, business and leisure travel destination. As a sales and service organization, SMCVB acts as the official tourism marketing representative for local businesses and the community as a whole.

Santa Monica Convention & Visitors Bureau works to increase visitor expenditures, tourism revenues and local employment opportunities through promotion of Santa Monica as a travel destination.

To ensure Santa Monica is recognized as the premier beach-city destination in the world.

Santa Monica...an unforgettable beach city experience filled with eye-catching people, cutting-edge culture and bold innovations. It’s the essence of the California lifestyle.

WHAT IS SANTA MONICA CONVENTION & VISITORS BUREAU?

MISSION STATEMENT

VISION

BRAND PROMISE

3

SMCVB STAFFMisti Kerns, CMP CDME

President/CEORichard Peterson

Executive Vice President Kim Sidoriak, CDMEChief Marketing Officer

Lauren Rogers, CDMEDirector, Global Business Development

Hannah AvolDirector, International Business Development

Alexandra CantleSenior Manager, Client Services

Nika JalaliGlobal Business Development Coordinator

Laura BullerGlobal Sales & Services Assistant

Kelly NagleCommunications Manager

Jackie AlvarezPublic Relations Coordinator

Amy MasonMarketing Coordinator

Elizabeth RyanVisitor Experience Manager

Evan EdwardsExecutive AssistantIris Nishina-Gee

Accounting CoordinatorRachel LozanoProject Manager

TABLE OF CONTENTS

2-3 - Introduction

4-5 - SMCVB Five-Year Strategic Plan

6-7 - 2014 Tourism Economic Impact Statistics

8-9 - SMCVB’s International Presence

10-17 - International Market Summaries

18-19 - Emerging Markets

20-21 - Santa Monica FAM Tours

22-23 - North America Efforts

24-27 - Engaging the Community

28-29 - Digital Updates

30-31 - Santa Monica’s Brand Refresh

32-33 - How to Work With SMCVB

2014/2015 BOARD OF DIRECTORSEllis O’Connor, Chairman

Fairmont Miramar Hotel & BungalowsRaphael Lunetta, Vice Chairman

Chef/RestaurateurNicole Flynn, Secretary

MacerichDon Camacho, Treasurer

Camacho’s IncorporatedRichard Chacker, Member

Perry’s at the BeachGregory Day, Member

Shutters on the Beach HotelAlbin Gielicz, Member

ResidentJeff King, MemberKing’s Seafood Co.

Paul Leclerc, MemberLoews Santa Monica Beach Hotel

Danielle Noble, MemberCity of Santa Monica

RoseMary Regalbuto, MemberResident

Laurel Rosen, Chamber LiasonSanta Monica Chammber of Commerce

2014/2015 TMD COMMITTEEJuan Viramontes, Chairman

Georgian HotelRebecca Huetter, Vice Chair

ETC HotelsStephen Sowards, Secretary & Treasurer

Le Meridien Delfina Santa MonicaSarah Best, Member

Loews Santa Monica Beach HotelHenri Birmele, Member

Hotel Shangri-la at the OceanCatherine Gill, Member

Doubletree Suites by Hilton Santa MonicaDaniel Gregory, Member

Ocean Lodge Santa Monica Beach HotelMatthew Lehman, Member

Fairmont Miramar Hotel & BungalowsAngela Rogers, Member

Hotel Carmel

4

Drive Balanced Demand for the DestinationDriving balanced demand for our destination is a critical component of SMCVB’s strategic plan. Our marketing and sales teams specifically target niche international and domestic

markets that will fill identified business need periods, convert day visitors to overnight visitors and increase overall length of stay and spend into our destination. A few key highlights from this year include:

• Activated an integrated booking engine platform on “SantaMonica.com” to drive bookings directly to our hotels’ websites

• SMCVB and destination partners participated in 30 national and international programs, trade shows and conferences targeting our core business channels

• SMCVB facilitated sales missions and client programs in the key domestic markets with 15 SMCVB hotel and attraction partners—reaching over 485 clients through individual meetings and group sales presentations

• SMCVB’s leisure sales efforts through our international programs and sales engagements realized 1,530 individual client appointments

• Engaged a stronger social media and digital advertising program to promote travel to Santa Monica during the destination’s soft season. This campaign generated over 4.8 million impressions, 30,000 hits on SantaMonica.com and 5,000 outbound clicks directly to partner hotels

• Launched the BONDI BOYS Travel Trade Incentive Campaign in Australia, which resulted in collaborative sales

activities in country with trade clients

Enhance the Brand and Steward the Destination ExperienceIf last year was all about assessment and reanalyzing, this year SMCVB focused on setting the destination up for an even more successful future with our new brand concept and

supporting programs including:

• Launched a redesigned logo, brand style guide, destination photography and more tools for community partners to utilize along with an entirely redesigned SantaMonica.com with a new hotel-booking portal, free business page listings and a responsive design

• Provided a new and improved method to our Official Visitor Guide and Map that represents destination Santa Monica and serves our visitors and businesses

• Completed a digital-focused strategy, which serves as an instructional manual for interacting with our customer across highly engaged digital touch points

• Launched the Santa Monica Free Ride Shuttle in partnership with hotels, which has helped to steward the destination experience by offering residents and visitors alike an open-air electric shuttle service. This provides an excellent opportunity to add to this service over the next few years in partnership with other local hotels and businesses

SMCVB’s Five-Year Strategic Plan

In 2013, SMCVB developed a five-year strategic plan with the input of various stakeholders, including civic leaders, hoteliers, business improvement districts, restaurants and related businesses. The plan is centered around five areas of focus. Read below for key achievements in each area of focus from the past fiscal year.

5

Actively Champion the Value of TourismTourism is the number one service exported in the U.S. and one in every nine American jobs depends on tourism. It is critical for our local community to understand the indispensability of

tourism in Santa Monica, and SMCVB strives to effectively disseminate information and strengthen industry engagement to raise local awareness on the value of tourism.

• In an effort to quantify and measure local perceptions of tourism, this year we revised our Santa Monica household phone surveys to include the question, “On a scale of 1-5, how valuable do you think tourism is to our local economy?” This was coupled with an on-site resident survey at various neighborhood holiday events. 81.7% of the 416 residents surveyed ranked tourism as valuable or extremely valuable to our community. Now that we have a baseline, we hope to continually increase that percentage by raising awareness through our continued proactive involvement in our community with consistent information dissemination.

• Santa Monica visitors have high expectations when they are visiting our premier beach-city destination and providing top service is key to our destination’s success. We have launched an updated version of the “I Am Santa Monica” program that offers a deeper focus on customer service. This free program helps our hospitality work force to meet and exceed visitor expectations while offering a more cohesive brand experience within the destination. To date, we have certified nearly 2,800 Santa Monica Ambassadors.

• This year, SMCVB received the Western Association of CVB’s Best Idea Award for the Santa Monica Free Ride Shuttle and the Platinum Adrian Award for Leadership in Sustainable Tourism from HSMAI and National Geographic. Thank you to our city leaders and industry partners for collectively working with us to strengthen Santa Monica’s reputation as a top sustainable destination and encourage visitors to make eco-friendly decisions.

Strengthen Strategic Partnerships and RelationshipsPartnerships play a key role in our foundation and SMCVB remains focused on strengthening local partnerships and securing new alliance partnerships that will extend worldwide Santa

Monica’s brand.

• Recently introduced regular roundtables sessions that bring our destination community partners, restaurants, attractions, retail and hotels together to discuss timely topics related to Santa Monica and SMCVB. Topics have included “Advertising Partnership Opportunities with SMCVB,” “What Your Business Needs to Do to Address the Drought” and “Leveraging Social Media and Public Relations”

• We continue to host quarterly Director of Sales & Marketing briefings for full destination business development review, quarterly Hospitality Mixers to provide a networking avenue for our local industry partners along with regular General Manager meetings, monthly Board of Director meetings and quarterly TMD Committee meetings

• Our SMCVB business packet has been curated in an effort to engage with all new businesses in the community• Established a partnership with American Express and Buy Local to support the Small Business Saturday program• Participated in local BID’s holiday events

Ensure Operational ExcellenceLane five is the foundation of our strategic plan and operation as a non-profit organization. We strive to effectively manage business operations to deliver the highest possible return on

investment to our stakeholders and make our organization the employer of choice for talented sales, marketing and service professionals. To meet those needs this year, SMCVB:

• Reanalyzed individual staff roles and restructured the team in an effort to limit administrative costs while increasing the value and services delivered to community partners

• Successfully implemented new software integrations to optimize internal & external communications and client relationship management

• Completed Board of Directors, TMD Committee and staff professional development strategy sessions to integrate organizational efficiencies, communication and teamwork

• Optimized our data and reporting methodology including, but not limited to, a full annual operational and financial audit

6

2014 Tourism Economic Impact Statistics

75.9% of visitors walked to get around Santa Monica once arrived

2014:$1.72 billion

2013:$1.63 billion

Total Annual Visitor Spending Increase

Transient Occupancy Tax (TOT) generated by Santa Monica hotels directly to the City of Santa Monica’s general fund

$45.5 million

Tourism Jobs that Stay in Santa Monica and Cannot Be Exported

13,700

$1,209The amount of money each Santa Monica household would have to pay in taxes to maintain city services if tourism revenues and the TOT from visitors did not exist.

Retail Sales Tax Revenue Generated from Visitors

into the City of Santa Monica’s General Fund

$10.6million

{6.2% INCREASEFROM 2013

9.6% INCREASEFROM 2013

7.6% INCREASE FROM 2013

$101 INCREASEFROM 2013

7

Source: Tourism Economic Impact & Visitor Profile 2014, Lauren Schlau Consulting and CIC Research, Inc. for Santa Monica Convention & Visitors Bureau

Top Five Domestic Feeder Markets:

Top Five International Feeder Markets:

Origin of Visitors: Spending Breakdown:

55% International \ 45% Domestic 55.5% International \ 44.5% Domestic

California33%

Australia/New Zealand

17.8%

Nevada6%

New York7.8%

England10.1%

Texas5.7%

Germany5.4%

Arizona5.3%

Western Canada6.4%

Mexico7.8%

HOTEL VISITOR

DAY VISITOR

$352

$82

Average Daily Spend Of: {

8

Santa Monica’s International Presence

Aside from our administrative office and five visitor center locations within the destination, Santa Monica Convention & Visitors Bureau employs trade and public relations representatives located around the world in our top priority markets, championing and selling destination Santa Monica to their key markets.

BRAZILCarolina Maciel X-MartFull-time trade representationPart-time public relations representation

SANTA MONICA, CASanta Monica CVBMain administration office and five visitor information center locations

9

GERMANYSteffi AhlersMSI - Marketing Services International GmbHPart-time trade representation

FRANCEMurielle NouchyMn’OrganisationPart-time trade representation

UNITED KINGDOM/IRELANDJulia MitchellBlack DiamondFull-time trade representationPart-time public relations representation

AUSTRALIA/NEW ZEALANDAnnabella HenderGate 7Full-time trade representationPart-time public relations representation

10

Left: Official Santa Monica Ambassador and Australian celebrity Luke Hines (center) and clients participate in an in-market cooking class. \ Right: Richard Peterson, Lori Harrison and Dan Sparacino present at the Excite Holidays sales mission in Australia.

Campaigns Activated:• Santa Monica enlisted Australian celebrities Luke Hines and Scott Gooding as official Santa

Monica Ambassadors. Luke and Scott are known for healthy lifestyle and their celebrity image was used in the following promotions: Incentive sales campaign which trained 248 travel agents on the destination; Luke and Scott made an appearance at two Santa Monica cooking events for 87 key trade and media; Santa Monica partnered with a weekly women’s magazine, New Idea, to produce two articles and a contest to win a trip to Santa Monica; Popular Newspaper, Body + Soul Magazine, created an inset featuring destination Santa Monica

• SMCVB partnered with Escape Travel to create a marketing campaign which increased sales by 145% and trained 107 travel agents on Santa Monica’s benefits

• Flight Centre created a marketing campaign which boosted Santa Monica’s LA market share across the mass market and increased sales of 11%, as a result of a partnership campaign with LA Tourism and Brand USA

In-Market Events:• SMCVB and Excite Holidays co-hosted a wellness event, which resulted in a sales increase

from attendees by 427% in the three months following • Team Santa Monica conducted a week-long sales mission consisting of 12 meetings and

training of 100 travel agents• Destination Santa Monica was visible at eight tradeshows in Australia and New Zealand

- attended by nearly 2,000 travel agents in total - and four consumer shows with an attendance of 50,000 buyers

Australiaand New Zealand

11

BY THE NUMBERS

241Sales calls in market

11 Tradeshows in market

PUBLIC RELATIONS

7,690,237Circulation in 2013/14

$1,222,716Publicity value in 2013/14

vs.


45.2% INCREASE


45.7% INCREASE

MARKET FYI

In 2013, Australia and New Zealand accounted for more than 670,000 visitors into California and $1.1 billion in travel spending - California’s 3rd and 12th largest overseas markets respectively. Both countries have seen continued growth in visitor numbers, increased length of stay and record spending with the U.S. currently the number one long haul destination for Aussies and Kiwis.

In Australia, the travel agent still plays an important role in the booking process. 85% of travel to the U.S. from Australia originates from 3 states; NSW (Sydney), Victoria (Melbourne), and Queensland (Brisbane). Over 54% of Australian visitors to the U.S. visit California.

The most popular travel month for Australians to the U.S. is September with May, June and December the next most popular months. And, the most popular activity for Australians when holidaying in the U.S. is shopping, closely followed by sightseeing.

In regards to New Zealand, Greater Auckland makes up the majority of the travel to the U.S. Combined with Wellington and Christchurch, the three cities account for 67% of travel to the U.S. 67% of Kiwis who visit the U.S. visit California. The most popular months for Kiwis to travel to the U.S. are July, August and September.

Combined #1 Overseas Market to Santa Monica

12

Brazil

Left: SMCVB’s Director of Global Business Development Lauren Rogers, Lori Harrison and clients at an in-market Brazilian client event. \ Right: SMCVB trade representative Carolina Macial with clients during a FAM tour in Santa Monica as part of a partnership with Leading Hotels of the World.

Campaigns Activated:• Santa Monica partnered with luxury tour operator Teresa Perez in São Paulo on a marketing

campaign that involved several successful actions including: A custom Santa Monica brochure which was created and sent to all of Teresa Perez’ travel agent clients and consumer clients; Team Santa Monica hosted a B2B and B2C event at the brand new Casa Goia event space for potential high yield clients; and Santa Monica launched an incentive campaign for travel agents to win a beach cruiser bike by selling room nights to Santa Monica

• Team Santa Monica conducted travel agent trainings at Primetour so that agents can increase sales through American Express cardholders

• SMCVB launched a campaign with Maktour, a traditional tour operator in São Paulo, to promote the beach destination to their clients, resulting in an increase in room nights to Santa Monica

In-Market Events:• SMCVB attended TravelWeek Rio, completing 44 appointments with top travel agents to

educate them about the Santa Monica destination. 82% of the travel agents Santa Monica met with were actual agency owners with direct influence to staff and high-profile clients

• Santa Monica hosted the Clube de Campo São Paulo Golf Tournament, with strong brand presence to promote the destination to attendees of this prestigious social club

13

BY THE NUMBERS


PUBLIC RELATIONS



vs.


63.5% INCREASE

$556,810Publicity value in 2014/15

MARKET FYI

In the past decade, Brazil has seen constant growth in luxury goods, particularly in travel abroad. Wealthy Brazilians travel year around and quite frequently. According to Euromonitor´s 2014 World Report, Brazil´s economy is at USD $2.3 trillion, and it is expected to become the fifth largest consumer market by 2023.

2014 had slower growth than predicted due to the World Cup and presidential election, but Brazilian travel is predicted to continue to grow. According to Visit California, Brazil is a key growth market. In the last three years, the country has become a top priority due to the new direct airlift and a growing middle class, among other factors. More than 206,000 Brazilians travelled to California in 2013, a 12.6% increase over 2012. Brazilians spent USD $434 million in 2013 in California alone.

Personal relationships are extremely important in Brazil and travel agents are viewed as trusted friends. Word of mouth and social media have a very strong influence on the Brazilian traveler in selecting their hotel, dining, and activity options. It is extremely important for hoteliers and destinations to make direct contact with travel agents and, when possible, with the actual consumers in order for them to feel as they have a direct line of contact with the final product.

#1 Growth Market

14

Campaigns Activated:• SMCVB launched “California Live: Santa Monica” video on luxury operator Black Tomato’s

website• In partnership with Virgin Holidays, Santa Monica created an online marketing campaign,

which helped build destination awareness and resulted in 700 room night sales to the destination

• Santa Monica was included in the first round of the brand new USA Discovery program module for travel agent training through Brand USA

In-Market Events:• Team Santa Monica conducted its annual sales mission to the United Kingdom in September,

which consisted of operator trainings and one-on-one meetings with Product Managers and other key clients. Team Santa Monica also hosted five London based journalists for a lunch to educate them about the destination

• Santa Monica was the headline sponsor of the Action for Kids Beach Volleyball Championship’s in Canary Wharf with three weeks of visual branding and extensive coverage at a pop-up beach volleyball and bar event in London’s iconic financial district

• The OMYoga show – a leading yoga event in the United Kingdom – included extensive destination branding at weekend-long event. Exhibiting across three of the five classes at the yoga show, Santa Monica had an interactive presence amongst consumers with over 3,000 people taking part in a Santa Monica yoga class

Left: SMCVB’s Director of International Business Development Hannah Avol and clients at a United Kingdom sales mission in fall 2014. \ Right: SMCVB’s United Kingdom trade representative, Julia Mitchell, provides on-site agent training to clients.

United Kingdomand Ireland

15

BY THE NUMBERS


2 Tradeshows in market

PUBLIC RELATIONS



vs.


7.7% INCREASE


5.2% INCREASE

MARKET FYI

Long haul travel from the United Kingdom has increased the most this year since the recession, accounting for approximately 19% of leisure travel with the United States being the leading long haul travel destination. California is popular with Brits due to its diversity of offerings, safe reputation, and easy access with even more airlift now coming into LAX.

British customers are seeking adventure, luxury, entertainment and culture all rolled into one. Family travel is back up from a fairly stagnant period potentially because of the amount of multi-generational families traveling. The emerging market for long haul is the young professionals and ‘Y generation’ who are enthused by tech travel, ‘living like a local’, low cost airlines and interesting accommodation offerings.

Consumers from the United Kingdom like things to feel familiar, which is partly why many people travel to U.S. With this in mind, there are some things that don’t translate well and can cause agitation for British travelers to the U.S.: extra costs are one of those things. Resort fees, taxes and tips do not exist in the Europe. Because of this, tour operators shelter United Kingdom consumers from the extra costs by quoting all-inclusive prices.

#2 FeederMarket

16

Campaigns Activated:• Actively engages in email marketing campaigns, sending web travel trade newsletters to its

qualified database of more than 6,200 travel agents and tour operators• Engaged in continuous tour operator trainings and one-on-one agent meetings in France,

which is seen as an integral aspect of the French travel market

Events In-Market:• Participated as a co-exhibitor at IFTM Top Resa, which is the only travel trade show in France

and is recognized as the primary opportunity to reach French buyers• Presented destination training at Air France headquarters to over 100 of France’s top-selling

travel agents and tour operators

France

MARKET FYIFrance has long been one of California’s leading international markets and based on 2014 data, French visitors stayed an average of 10 days and spent an average of $1,934 per trip.

French travel trends to expect: Growth in luxury travel with increased demand for five-star and resort accommodation; Demand for and interest in cultural events; Renewed growth in demand for escorted tours; Increased desire to “live like a local“; Increase in activity trips fueled by a continued desire to explore the Great Outdoors.

Left: Santa Monica collaborates with Brand USA and Visit California at the Top Resa tradeshow in France.

17

MARKET FYIAs an economic powerhouse in Europe, Germany is the European country with the most international departures to the U.S. Germans traveled more in 2014 than in previous years with the U.S. remaining the top overseas destination. In 2014, the U.S. saw 1.9 million German visitors who stayed an average 11.3 nights and had an overall spend of $703 million.

German travel trends to expect: Growth in luxury travel; Growing number of traveling senior citizens; Increase in early bookings that result in an extended booking window; Beach holidays, outdoor/adventure trips and family vacations being the main drivers for tourism.

Right: SMCVB’s German trade representative ,

Steffi Ahlers, participates in the Visit USA seminar promoting Santa Monica.

Germany

Campaigns Activated:• Conducted trainings for sales staff and product teams of key tour operator companies • Partnered with CANUSA Touristik to launch an online campaign. Through an online

suggested itinerary, social media promotion and other online marketing, the campaign focused on creating awareness for Santa Monica and encouraging visitors to stay longer to experience all the diverse offerings of Santa Monica. These efforts resulted in 12% increase in the length of stay booked

Events In-Market:• Participated in ITB Berlin tradeshow, resulting in several lead proposals from top tour

operators • Participated with six other restaurant and attraction partners from across the state to

be part of a “California Highlights” booth at the Visit USA Seminar in Zurich, which was attended by 372 travel agents from Switzerland

18

1)

2)

China and IndiaEmerging Markets

Within the established key market segments of SMCVB, the destination boasts solid visitation from international markets including Australia, New Zealand, the United Kingdom, Brazil, Germany, France and Canada.

Our goal and strategy is to ensure a diversified and balanced visitation for our destination throughout the year. SMCVB is collaborating with our tourism partners, regionally, statewide and nationally - such as Visit California, Brand USA and United States Travel Association - on the development of new tourism markets. As we work towards sustained international visitor engagement, SMCVB has identified the leading emerging global markets at the center of development over the next year.

19

Sources: U.S. Department of Commerce; U.S. Department of Homeland Security; National Travel and Tourism Office; Visit California; Tourism Economics, CIC Research

2) INDIAEstablished as a key emerging market for California, India is forecasted to deliver nearly 50 million global outbound tourists by 2020. Within that short term, the U.S. is expected to realize a 54% increase in Indian arrivals by 2018.

This forecast is encouraging. In 2013, more than 245,000 visitors traveled to California and spent $446 million dollars. This total spend in California was 28% of the overall U.S. market share spend. Travel from India to the U.S. has been supported by the recent adjustments in issuance of tourist and business Visas. They are now granted for up to 10 years, which will be a key factor for the sustained forecasted growth and return visitation.

A few key characteristics of the Indian traveler include: • Have a shorter trip planning process• Stay longer in the U.S. and also California• Employed in business, science, arts or management• Utilize corporate travel departments for planning and airline ticketing• Travel to U.S. for business and also to visit family, friends and relatives, thus extending

length of stay

1) CHINAIn 2013 China was California’s largest international arrivals market with nearly 818,000 visitors traveling to the Golden State; a 22% year-over-year increase from 2012 and 45.3% of the U.S. market share. Bolstering an average spend of $165 per day, coupled with an average of 14.4 nights length of stay equates to approximately $2,380 per visitor spend. Comparing this this to all international visitors spend in California which in 2013 was $1,940, the China market is poised for sustained growth.

A few key characteristics of the Chinese traveler include: • Have a shorter trip planning and advance booking process• Utilize all inclusive travel packages• May be a first time visitor to the U.S.• Visit Los Angeles or Washington D.C. as part of first visit• Enjoy art galleries, museums, amusement parks and fine dining• Spend a greater amount of travel budget on souvenirs and gifts/shopping• Utilize credit cards, rather than cash for purchases• Stay longer in the U.S. and specifically California due to airline capacity – point of

arrival access

20

International Leisure FAM FeedbackThis year, with the support of 54 local businesses, SMCVB welcomed 25 familiarization tours to Santa Monica. Totaling 270 pre-qualified buyers from all areas of tourism from event planners to travel agents, these FAMs are conducted in an effort to acquaint the attendees with the destination and its businesses and thus, with their first-hand experiences, be able to make educated recommendations to their clients. From those 25 FAM tours, SMCVB facilitated 53 post-FAM surveys. A few results are highlighted below.

Have you ever visited Santa Monica prior to your FAM?

How would you rate your overall hotel experience?

How would you rate your Santa Monica FAM?

Would you book any of the activities you experienced on

the FAM for your clients?

30% Yes70% No

83% Extremely Satisfied17% Satisfied0% Not Satisfied

98% Extremely Satisfied2% Satisfied0% Not Satisfied

96% Yes4% No

Santa Monica FAM Tours

One way that Santa Monica CVB strategically targets and educates key international leisure markets is through familarization tours or FAMs (see definition to the right) via partnerships with hotels, restaurants, attractions, airlines, tour operators and other industry partners.

21

STRAIGHT FROM THE SOURCE“All the activities offered were perfect in promoting everything Santa Monica has to offer. The bike tour was a great way of seeing a bit more of the destination and lots of fun! The hotel inspections really opened my eyes to what there is to offer to a wide variety of clients.”- Jade Rowley, Trailfinders

“I have been to California a few times but never stayed in Santa Monica. I loved the fact that you do not need a car there and it is so accessible to LA. The bars/restaurants etc. are superb!”- Linda Millar, Bryan Somers Travel

FAMILIARIZATION TOURS (FAMs):A complimentary or reduced-rate travel program for pre-qualified journalists, travel agents, airline employees and top travel buyers, designed to acquaint participants with specific destinations or suppliers and to stimulate the sale of travel. By experiencing first-hand the destinations where they are sending travelers, the agents and buyers are better prepared to answer customer questions and promote travel to the location.

Left: German product managers on a Santa Monica CVB-hosted FAM. \ Right: Clients participate in a Gourmandise cooking class, part of a Santa Monica CVB-hosted in-market MICE FAM.

22

Soft Season Consumer CampaignIn an effort to drive demand during Santa Monica’s soft season (October–January), SMCVB launched a media campaign encouraging residents of Toronto, New York City, Chicago and San Francisco to Summer Your Winter in Santa Monica.

Through various tactics such as paid search, paid social and display advertising across programmatic platforms, re-targeting, mobile and tablet, the campaign resulted in 4.8 million impressions, 30,000 visits to the SantaMonica.com campaign landing page, and 5,000 clicks out to Santa Monica hotels’ websites.

What’s to Come: MICE* Strategic Development

SMCVB is conducting a comprehensive review of its meetings strategy and implemented several actions this year, working towards the goal of forming a client led Meetings Advisory Board in FYE 2016.

\\ SMCVB surveyed all Tourism Marketing District hotels to have data points on the desired group business for each hotel. This will influence SMCVB’s global meetings strategy to best influence the appropriate business segments to book MICE business.

\\ SMCVB hosted 30 top pre-qualified meeting planners in our destination, who participated in a weekend long familiarization trip to the destination to experience what Santa Monica has to offer in terms of hotels, group dining, group activities and off-site meetings options. \\ These planners also participated in a focus group led by Corraggio Group which included questions on the destination’s strengths, weaknesses and where we fit in amongst our competition. This information will be formalized into a report in May and shared at an upcoming meetings roundtable. We encourage those interested in group business to attend. \\ In FYE 2016, SMCVB will form a working group to discuss ever-evolving group business in the destination and how to best capture this business. SMCVB will also form a client-led MICE Advisory Board to help us keep the destination as competitive as possible to win group business.

* = Meetings, Incentives, Conferences and Exhibitions

North America Efforts

23

BY THE NUMBERS

415Leisure and MICE sales calls

6Leisure and MICE tradeshows

11MICE client events hosted

25Leisure and MICE FAMs hosted

PUBLIC RELATIONS

180,746,379Circulation in 2013/14

$1,029,768 Publicity value in 2013/14

vs.

290,202,396Circulation in 2014/15

60.6% INCREASE


3.1% INCREASE

24

I Am Santa MonicaWith Santa Monica’s average daily rates rising, visitors have higher expectations when visiting our premier beach-city destination, and being able to provide top service is key to our destination’s success. Last year, we relaunched an updated version of the “I Am Santa Monica” program that offers a deeper focus on customer service. Our new and improved program will help our hospitality industry meet visitor expectations and offer a more cohesive brand experience within the destination. We’ve also expanded upon our tourism works section to ensure that attendees leave with a firm grasp of the many benefits that tourism brings to our community. To date, we have certified nearly 2,800 Santa Monica Ambassadors through the I Am Santa Monica program. If you are not an official Ambassador, sign up for a free session at santamonica.com/iam

SMCVB RoundtablesSanta Monica CVB recently introduced a new kind of meeting to its calendar of events. Tourism roundtable sessions bring our destination partners, restaurants, attractions, retail and hotels together to discuss timely topics related to Santa Monica and SMCVB. In 2015, we held roundtables on such topics as “Leveraging Social Media and Public Relations to Promote Your Business to Visitors” and “What Your Business Needs to do to Address the Drought.” Be sure to watch for emails from SMCVB regarding upcoming roundtables.

Engaging our Hospitality Industry & Local Community

Santa Monica CVB recognizes that the community - residents and employees alike - is an integral part of a thriving destination. Learn more about SMCVB’s efforts within Santa Monica from partner events and educational programs to community campaigns and local services.

Memory RudolphDirector of Sales, The Georgian HotelI Am Santa Monica Ambassador

Santa Monica CVB’s Roundtable “Leveraging PR and Social Media to Promote Your Business to Visitors”

25

SANTA MONICA CVB AND SUSTAINABILITYSustainability is an essential part of our Santa Monica lifestyle. Our city is recognized around the world for the role its citizens, government and businesses play in sustainable leadership and practices. As both a participant and messenger, Santa Monica Convention & Visitors Bureau (SMCVB) acknowledges the importance of preserving our natural resources and we are pleased to be part of a community that is a leader in this movement.

This year, the Hospitality Sales and Marketing Association International (HSMAI) and National Geographic Traveler recognized Santa Monica

Convention & Visitors Bureau (SMCVB) with a Platinum Adrian Award for “Leadership in Sustainable Tourism” at the 58th Annual Adrian Awards, the largest and most prestigious travel marketing competition globally. SMCVB received the honor for its part in creating the Santa Monica Green Business Certification Program, a voluntary program that encourages businesses to implement environmental practices. The program is a collaboration between Sustainable Works, SMCVB, the City of Santa Monica and Chamber of Commerce.

Since its inception in 2007, 83 businesses in Santa Monica have received their green certification including six hotels, 22 restaurants and attractions such as the Santa Monica Bike Center, Santa Monica Pier Aquarium and Santa Monica Museum of Art. SMCVB led the charge by becoming the first office in the City of Santa Monica to receive the Santa Monica Green Business Certification and continues to leverage its communication channels to strengthen Santa Monica’s reputation as a top sustainable destination and encourage visitors to make more eco-friendly decisions.

Recently SMCVB had to renew its Green Business Certification after relocating its new office and Visitor Center to the Edgemar Center on Main Street. “I was quickly reminded throughout our recertification that economically sustainable practices are not only good for environment, they also reduce your bottom line,” said SMCVB CEO/President, Misti Kerns. “It’s simple. The fewer natural resources your business consumes, the more successful it is going be.”

Take advantage of the free expert resources that our community offers and help Santa Monica remain a beautiful place to live, work and visit. Learn more about becoming a Certified Santa Monica Green Business at www.smcgb.org.

26

j a n u a r y 4 t h - 1 1 t h , 2 0 1 5

EXTRA BEDROOMNovember - January

Our popular Extra Bedroom program provides residents and visiting friends and relatives an opportunity to be a tourist in their own backyard with discounted nightly hotel rates and is a terrific community relations opportunity to expose locals to the many beautiful hotels available in Santa Monica.

EAT WELL WEEKEarly January

A healthy alternative to the typical restaurant week, Eat Well Week is a Santa Monica-based dining campaign crafted by SMCVB and held in conjunction with Visit California’s California Restaurant Month. The campaign highlights healthy dining during a time when the public is focused on making New Year’s resolutions by teaming up with Santa Monica restaurants to offer delicious, healthy menu items specially crafted for Eat Well Week.

“The Lobster is a huge supporter of Eat Well Week. It’s such a great way to be able to showcase our healthy items and introduce new people to our restaurant. Many people aren’t aware of the many healthy items on our menu. The media and news coverage always helps promote this amazing week and our restaurant.” – Lynne Thomas, The Lobster

Subject: FW: Eat Well WeekDate: Monday, January 5, 2015 at 12:35:02 PM Pacific Standard TimeFrom: Lynne ThomasTo: MisC Kerns, Amy Mason

: )

Lynne ThomasDirector of Sales and MarketingThe LobsterThe Lobster 1602 Ocean AvenueSanta Monica, CA 90401T:310-458-9294Direct:310-458-3913F:310-458-9654www.thelobster.com

P please don't print this e-mail unless you really need to. From: The Lobster [mailto:[email protected]] Sent: Monday, January 5, 2015 12:31 PMTo: [email protected]: Eat Well Week

Eat Well Week

Trouble viewing email? View it in Your Browser.

27

BY THE NUMBERS

20Hotels participated in the 2014/15 Extra Bedroom campaign

4,109Page views for SantaMonica.com Extra Bedroom landing page

20Restaurants participated in Eat Well Week 2015

17,139,132Circulation generated by Eat Well Week

$37,473Publicity value generated by Eat Well Week

311Seasonal specials submitted by Santa Monica businesses

SANTA MONICA FREE RIDE

Launched in May 2014, the Santa Monica Free Ride Shuttle is a hotel-sponsored service that services the Downtown Santa Monica, Santa Monica Pier, Main Street, and Montana Avenue areas and is available at select hotels for free. Pedestrians can also flag down the vehicles to be transported within the service area. Currently, the Santa Monica Free Ride averages approximately 7,000 rides per month.

Current hotel sponsors include Doubletree Suites by Hilton Hotel Santa Monica, Loews Santa Monica Beach Hotel and Shutters on the Beach Hotel. Beginning May 2015, two new free ride shuttles will be introduced, sponsored by Hotel Casa del Mar and Le Meridien Delfina Santa Monica.

“SMCVB has been very supportive since we set our sights on expanding to Santa Monica and we couldn’t be happier to partner directly with them on this unique program. It strengthens our overall presence in the market and creates a great balance of serving visitors and locals alike.”- Jason Bagley, Free Ride Founder

28

Digital Updates

DID YOU KNOW...Santa Monica Convention & Visitors Bureau recently launched a completely redesigned SantaMonica.com. Turn the page for more information and watch our statistics grow!

Bonus: Every tourism-serving business with a Santa Monica city business license has an opportunity to have a free landing page! For more information, email [email protected].

Visitors to SantaMonica.com are predominantly:

• Ages 25-44 years old (51.78%)• Female (60.7% female; 39.3% male)• Still using their desktop, however mobile is climbing!

(55.6% are on desktop; 34% on mobile; 10.4% on tablet)

86K 4.35 1:38Monthly site visits Pages views per visit Average time on site

SantaMonica.com’s top 5 landing pages (besides the homepage) are:

1. What to Do2. Events Calendar3. Shopping/Downtown4. New Year’s Eve5. Where to Stay

SantaMonica.com

*Numbers and statistics are based on July 1, 2014 through April 1, 2015.

29

BY THE NUMBERSas of April 1, 2015

33,154Facebook followers 12.17% increase from July ‘14

23,562Twitter followers 23.95% increase from July ‘14

8,408Instagram followers 103.63% increase from July ‘14

1,931Pinterest followers 20.01% increase from July ‘14

22E-newsletters sent in last nine months

23.3%Average e-newsletter open rate

7,494Average monthly page views to Santa Monica’s sponsored

Tripadvisor page (pictured above)

30

Santa Monica connects laid-back with luxurious. Fun with funky. Natural with cultural. The energy of LA with the comfort of a classic California beach town. Those combinations give Santa Monica something special. Something we call “SANTA MONICA SOUL.” It’s the way the sun feels on your face. The sound of the sea. The sights and smiles and stories you’ll find from the Promenade to the Pier and beyond. Santa Monica is the essence of California, with a personality all its own. Santa Monica Soul defines the unique spirit of a city that’s full of life.

Now, we present to you Santa Monica’s refreshed destination brand and new assets including a redesigned SantaMonica.com, new Official Visitor Guide and Official Visitor Map.

Santa Monica’s Brand Refresh

Say hello to our new logo for marketing campaigns

And goodbye to our previous logo - you served us well

31

And goodbye to our previous logo - you served us well

OFFICIAL VISITORS MAP 2015/16

From top to bottom: SantaMonica.com, Official Visitor Guide, Official Visitor Map

PREVIOUS NEW

32

How to Work with SMCVB

Santa Monica CVB offers a variety of free as well as partner opportunities to raise awareness of your business among potential visitors. The more collaborations you opt-in for, the better equipped you will be to sustain and grow your tourism business. To learn more about any of these programs (many are free), speak to an SMCVB staff member or visit: santamonica.com/tourism-biz

Attend “I AM Santa Monica”

Training Program to Become a

Santa Monica Destination

Expert**Distribute

Your Business’ Brochures at

SMCVB Visitor Centers

Volunteer and Welcome Visiting

Groups**

Host Travel Writers and

Travel Agents

Participate in Tradeshows and Sales Missions

+ +

Advertise in SMCVB

Official Visitor Publications

Subscribe to SMCVB’s Monthly

Tourism Update Newsletter**

+

+

33

SANTA MONICA VISITOR INFORMATION CENTERS AND WHAT THEY CAN DO FOR YOU

The Santa Monica Visitor Information Centers are your source for all things Santa Monica and are here not only as a resource to

guests, but to you - our travel partners and residents - as well. All of our Visitor Centers provide friendly, trained and knowledgeable travel counselors; Visitor Guides and Maps; foreign language line; and information on attractions, tours, hotels, dining, museums, galleries and entertainment.

With the launch of our new brand, we are expanding our merchandise and welcome you, our partners, to visit our Walk-in Visitor Information Center on Main Street. We look forward to collaborating with our local partners to offer Santa Monica merchandise in their locations as well as utilize these items to enrich and expand their welcome amenity programs.

SANTA MONICA VISITOR CENTERS:

\\ Walk-In Visitor Information Center2427 Main Street

\\ Pier Shop & Visitor Center200 Santa Monica Pier

\\ Visitor Information Kiosk1400 Ocean Avenue

\\ Visitor Information Cart1300 Block of Third Street Promenade

\\ I Love Santa Monica MobileLocations Vary

Submit Seasonal Special Offers,

included on SantaMonica.com

and othervehicles**

Nominate Your Employees or Colleagues for a Thelma Parks Tourism Spirit

Award**

Attend Roundtables and

Other Events Hosted by SMCVB**

Optimizing YourTourism Business(** = free service)

+

+

=

Upload information to your

SantaMonica.com business

landing page**

34

Santa Monica Convention & Visitors Bureau2427 Main StreetSanta Monica, CA 90405310.319.6263santamonica.com

Visit Santa Monica @gosantamonica

@seesantamonica @lovesantamonica

fiscal year report 2014/15 - santa monica santa monica beach hotel henri birmele, member hotel...

Documents