lights up on la jolla: where american theatre is born
DESCRIPTION
Lights up on La Jolla: Where American Theatre is Born. Cultural Tourism Marketing Plan. Targeting: Los Angeles/Orange County and the San Francisco Bay Area. Total Impressions: 2,466,500. 100% of TMD funds will be spent on marketing to cultural tourists. - PowerPoint PPT PresentationTRANSCRIPT
Lights up on La Jolla:Where American Theatre is Born
Cultural Tourism Marketing PlanTargeting:
Los Angeles/Orange County and the San Francisco Bay Area
Total Impressions: 2,466,500
100% of TMD fundswill be spent on marketing to cultural tourists
A 1.4 Advertising Impressions
LA Times Culture Monster Ad 550,000
LA Times Online Entertainment Arts & Culture 105,000
LA Times Postcard Insert 50,000
New York Times Regional Performing Arts Banner 1,300,000
Performances Magazine - 3 months at the Hollywood Bowl 200,000
Marketing will include a “call to action” directing readers to the TMD hotels page on the
La Jolla Playhouse website
A 1.5 Advertising ImpressionsDirect Mail – Hunchback 35,000
Direct Mail – Second City 35,000
Email Campaign – Hunchback 26,250
Email Campaign – Second City 26,250
Historical Attendancefor Fall Musicals 2009-2013
Average Tourist Attendance = 20%
PRODUCTION #TOURISTS
%TOURISTS
Side Show (2013) 4,779 22%
Yoshimi Battles the Pink Robots (2012) 4,961 20%
Jesus Christ Superstar (2011) 4,176 15%
Limelight: The Story of Charlie Chaplin (2010) 5,108 22%
Bonnie & Clyde (2009) 4,382 19%
TMD HOTEL ROOM NIGHTS
HUNCHBACK OF NOTRE
DAMESECOND
CITY TOTAL
Pre-funding 1,379 157.5 1,536.5
Additional with funding 437.5 78.75 516.25
Total 1,816.5 236.25 2,052.75
Total TMD hotel revenue: $294,898.06 Total ROI: 11.7:1
La Jolla Playhouse ROIBased on a conservative estimate of 35% of tourists staying in TMD hotels with 30 or more rooms
