The Calaveras Visitors Bureau Mission Statement

The Calaveras Visitors Bureau is Calaveras County’s core tourism promotion organization

dedicated to creating long term and sustainable economic growth for the region and its members through innovative tourism programs, promotions

and partnerships.

Organization & Funding

• The Calaveras Visitors Bureau is a 501c6 non-profit association governed by a 9-member Board of Directors elected by member businesses.

• Funding & Income – approximately $300,000 to $350,000 annually

City TOT (13% of the 10% tax)

County TOT (33% of the 6% tax)

Membership includes ad sales

Partnerships - coop advertising

Gift shop sales - covers our lease

2014 – 2015 Budget Breakdown

Marketing

Payroll

Admin (rent, account-ing etc)

Membership

Conference Education

Association Dues

Insurance

• Approximately 50% of our entire budget goes directly into marketing:

2014 – 2015 Marketing Spend

Activities Guide - print & distribution

Print - Sunset, Via, Visit California

PR - blogs, email campaigns, press re-leases etc.

Online - Facebook, Google, Visit Cali-fornia

State Fair - design & build, props & volunteer support

Trade Shows - Sunset, Bay Area Travel, LA Travel

Cooperative - GCVA, HSVC, etc.

Website - upgrades & development

Misc - ad development, signage etc.

• Increased our web visitation in 2013 by 17.5% and exceeded that by 21% for 2014 for over 12,800 unique visits monthly.

• Increased our Facebook likes in 2014 by 64% (from 9,354 on January 1st to 15,359 on December 31st) . In February 2015, we exceeded 17,000 likes.

• On May 1st, 2014, we launched our mobile and tablet sites resulting in a 98.25 decrease in the bounce rate on our desktop site.

• Twitter followers have increased in 2014 by 35% from 476 to 646.

2014 Highlights – Digital

Leveraged our marketing dollars with our regional tourism marketing groups:

• Gold Country Visitors Association• 2014 2 fam tours resulting in great

media coverage• California Visitors Guide co-op ad• Dog Trekker partnership• 2015 plans - Gold Country Golf fam

• High Sierra Visitors Council• 2014 1 fam tour with Visit California

France• Gold Country contest with Visit

California France• Developed new map brochure • 2015 plans – itinerary development

2014 Highlights – Regional Marketing

2014 HIGHLIGHTS – Email Campaigns

Monthly VISITOR newsletters are sent to nearly 6000 subscribers

Monthly MEMBER newsletters are sent to 435 members and friends of the CVB

Monthly copy of VISITOR newsletters for members go to the same 435 members and friends

27%open

rate

38%open

rate

35%open

rate

Why have we received the Constant Contact All Star Award for the last three years?

The industry standard open rate for email campaigns is 18.2%. Here’s how WE do:

2014 Highlights – Activities Guide

80,000 copies distributed through:• Fulfillment from ad reader

response in:• Sunset, VIA and CA Visitors

Guide• Gold Country Visitor Centers • County rack distribution

program• Travel trade shows• Media & tour operator fulfillment• California State Fair – GOLD

AGAIN!• 2014 Certified Distribution:

• Doubled N. California Summers Sports Program

• Doubled San Jose Corporate offices

• Added Oakland Airport • Kept San Jose Airport and CA

Welcome CentersDigital version also available on CVB website and issuu.com where it’s fully interactive and can be shared anywhere online.

2014 HIGHLIGHTS: Presentations

• Presenting to key California tourism marketing organizations helps reinforce our brand and strengthens our relationships with them. For 2014 we presented to:

• San Francisco Travel – 15 minutes expanded to 2 hours to include time with frogs and catered lunch by Lunch Lady Catering paired with Calaveras wines.

• Visit California – 1 hour presentation with frogs, wine, rubber chickens, chocolates and fantastic giveaways including an overnight stay at Hotel Léger, free wine tasting and cave tours.

2014 HIGHLIGHTS: Website Upgrades

• Expanded our listings• No longer just member based• Unlimited listings under every

logical category• Continued to expand the Member’s

Corner• All board reports are posted• Check out Highlights reports for

the latest on what we’ve achieved

• Events for our calendar can now be submitted by Calaveras businesses

• Expanded the Weddings section• Expanded our Media section

• Photo Galleries now online for media use

• 2-page Calaveras profile• Story ideas• Seasonal itineraries• Press releases

Member Programs: VIP

The Calaveras VIP Program is now more valuable than ever:

• We obtained 2,212 new subscribers in 2014 from visitors center check-ins, online requests and mobile sign-ups.

• About half our membership now participates with incentive offers to visitors:

• 26 lodging properties• 11 restaurants• 20 recreation providers• 9 retail stores • 22 wineries

Member Programs: Frog Play

Launched last year, Frog Play now has over 170 subscribers:

• This program gives LOCALS a reason to stay local for recreation, shopping, wine tasting etc.

• Sign up is automatic on smart phones – VIP subscribers are redirected to Frog Play if their zip code is from Amador, Calaveras or Tuolumne.

• All subscribers get our monthly visitor newsletters – encouraging them to attend local events.

• Current discount providers include:

• 6 lodging properties• 6 restaurants• 10 recreation providers• 6 retail stores • 7 wineries

2015 Promotions: Fall in Love Sweepstakes

Valentine’s Adventure Getaway for 2

• Promoted through social media, our website, Sunset online, Visit California online, our newsletter and we sponsored a Sunset e-newsletter

• Reached nearly 11,500 people on Facebook• Nearly 600 entrants

Based on this success – launching 2 more Fall in Love Sweepstakes:

• May: Family Frog Jump Getaway for 4• October: Haunted Halloween Getaway for 2

Calaveras Visitors Center

• Is open 7 days a week proudly serving visitors & residents: 11,042 for 2014.

• Provides 24 hour information: phone, bulletin board & website.

• Includes a gift shop selling Calaveras County souvenirs and locally produced items, covering the cost of our lease.

• Sells tickets to member events.

• Keeps track of available hotel rooms and helps visitors book their overnight stays.

• Freshly painted in 2015. Thank you City Council!