Ventura Visitor & Convention Bureau Activity Report

VVCB Report to Board of DirectorsOctober 2013

Visitor Center

Income Sources Retail Sales/Income September• $1,138.81•  Best Sellers – Wine Tours, Postcards,  Beer Festival 

Tickets, Ventura Tote Bags,  Ventura City Maps, Ventura Stickers,  Ventura Magnets 

 Ticket Sales/Income September• Wine Tours - $2,805 ($396 to VVCB-13%)• Beer Festival - $3,640 ($234 to VVCB -7%) Consignment Agreements/Income September• $455.74• Up to (17) vendors and promoting more items from local 

residents• Newest Consignment vendor – Harbor Wind & Kite• Sunny Oberto,  a current consignment vendor is  

designing a “Ventura” 2014  calendar to be sold at the Visitors Center

Leases/Income • Posted Ventura stickers on Social Media, sold 77!

Visitor Services 

Ventura Traffic• The total number of visitors to the Visitors Center  for 2013/14 

Fiscal  YTD is 8,080• Total number of visitors in September is 2,116• 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•  Amended sign-in log at Center to add email addresses. Through 

September we have obtained  237 addresses.• Completed “Ventura Intercepts Survey”  to assist with branding 

and marketing efforts. Collected 41• November Board Meeting will end with Volunteer appreciation• Visitors Center will again be participating in Winter Wine Walk 

and be a tasting location• 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 • LA Travel & Adventure Show  February 8-9, 2014 10’ X 10’ VVCB & our Partners Long Beach, CA

• MA attending Visit CA Outlook Forum in Pasadena Feb 5-7, 2014

• 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.

“app vs web” question??? 

Advantages of a Mobile Website vs. Native Appsgoals 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 viewedCompatibility – Mobile Websites are Compatible Across DevicesA single mobile website can reach users across many different types of mobile devicesUpgradability – Mobile Websites Can Be Updated InstantlyA 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 EasilyMobile websites are much easier for users to find because their pages can be displayed in search results and listed in industry-specific directoriesShareability – Mobile Websites Can be Shared Easily by Publishers, and Between UsersMobile 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 ReachLifeCycle – Mobile Websites Can’t be DeletedThe 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 Expensivemobile website development is considerably more time and cost-effective than development of a native app

VVCB SALES

Sales/ RFP• September Sales Leads Sent: 2 Leads, with an average of 

3 hotel nights and 179 Rooms.• Year to date Sales Leads: 9 LeadsEconomic Impact YTD Leads Generated: $6,891,785• September YTD Sales Leads Confirmed Bookings:

(2) of (9) sent or 22.2%Economic Impact YTD Leads Converted: $6,468,311• September (1,508) Attendees assisted with welcome

packets of brochures and maps.– YTD (2,784)

• September YTD Service Requests with group dining, offsite event space, group activity booking: (485)

• 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. 

FAMs, Sales Missions, Tradeshows• 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• VCB Currently managing all PR requests and 

FAM trips• RFP would like to put out on streets Nov 1st- 

target 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

– http://passionforfreshideas.com/interviews/lifestyle/48-hours-ventura-day-1/

• Scenic Hwy 1 Press Release/ collaboration with Harbor– Offer hotel Seasonal Hwy 1 

rates

Print and Editorials• Find your Perfect Getaway in the Channel 

Islands- Palm Springs Newspaper– http://www.mydesert.com/apps/pbcs.dll/article?AID=/2013

09211815/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• Visits increased 22% over Sept 2012• Page views for all hotels pages were 3,918 in 

Sept 2013 ( up 15% Year over Year)• Domestic:

– CA– AZ– TX

• International:– 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

SOCIAL MEDIA• 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-visitors-center-ventura

• FB Tabs have been added- for hotels, meetings and events- direct links to webpages

• Facebook 18,340 Fans (391 new)• Pinterest  380 followers• Instagram  292 followers• Twitter  351 followers ( 59 new 

and  53% are male and 47% female)

STAKEHOLDER & COMMUNITY ENGAGEMENT

City Contract/Research Update:• 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

• 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: • Ventura Branding Mtg (in partnership with DVP): 

Thursday, September 12th.• Sales lunch at the Crowne Plaza: Friday, September 

13th.• Ventura Sports Committee Mtg: Monday, 

September 16th.• VCLA Tradeshow Team Meeting: Friday, September 

20th.

BRANDING/IDENTITY UPDATES

Notes from 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?• “DuPuis is experts that chose to be here in Ventura... they are

more sophisticated then other firms that might otherwise be on this project.”

• 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

Couple of highlights:Online VG199,062 visits in 3 months

National Geographic528 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

Exact Keyword Vi si ts Percent Landi ng Page

vent ur a ca 329 1. 29% / cal endar - of - event s/

vent ur a 219 0. 86% /

vent ur a beach 193 0. 75% / t hi ngs- t o- do/

vent ur a cal i f or ni a 157 0. 61% / r est aur ant s/

t hi ngs t o do i n vent ur a 136 0. 53% / hot el s/ campi ng/

vent ur a event s 131 0. 51% / t hi ngs- t o- do/ f ami l y- f un/

t hi ngs t o do i n vent ur a ca 128 0. 50% / t hi ngs- t o- do/ vent ur a- beaches/

t hi ngs t o do i n vent ur a count y 102 0. 40% / t hi ngs- t o- do/ har bor - act i vi t i es/

vent ur a, ca 81 0. 32% / t hi ngs- t o- do/ ar eas- t o- vi s i t / downt own/

when i s happy hour at br ophy br os vent ur a har bor69 0. 27% / vi s i t or s/ pet - f r i endl y/

Landi ng Page Vi si ts Percent

/ cal endar - of - event s/ 7, 229 28. 27%

/ 3, 140 12. 28%

/ t hi ngs- t o- do/ 2, 377 9. 29%

/ r est aur ant s/ 1, 093 4. 27%

/ hot el s/ campi ng/ 1, 089 4. 26%

/ t hi ngs- t o- do/ f ami l y- f un/ 690 2. 70%

/ t hi ngs- t o- do/ vent ur a- beaches/ 664 2. 60%

/ t hi ngs- t o- do/ har bor - act i vi t i es/ 588 2. 30%

/ t hi ngs- t o- do/ ar eas- t o- vi s i t / downt own/ 518 2. 03%

/ vi s i t or s/ pet - f r i endl y/ 298 1. 17%

PARTNERSHIPS

Regional• VCLA- working on tradeshows for upcoming 

Season, CalSAE and TEAMS are next up– 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• 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 

Staff Engagement /updates TRAVEL TRENDS• 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.– 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

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 

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 

New Volunteers added to team since last month• Daniella Accardi Stroh, Volunteer

Board & Advisory Board

Executive CommitteeOscar 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 LiaisonCheryl  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 BeachSeana Sesma, Owner AceAna Promotions 

Norbert Tan, MBA, Executive Director, Ventura College FoundationChipper Bro Bell, Patagonia

Danny Saldana, Owner & General Manager, Anacapa Brewing Co.Sureh Patel, General Manager, Country Inn & Suites by Carlson 

Douglas A. HalterEd Warren,  Busy Bee Café