Ventura Visitor & Convention Bureau Activity Report

VVCB Report to Board of DirectorsJanuary 2014

Visitor Center

Income Sources Retail Income - VVCB January - December YTD 2012 $13,937.002013 $18,722.99 Increase in Revenue Total $4,785.99Retail Sales/Income November $1,022.17

December $2,775.40• Best Sellers – Ventura Winter Wine Walk, Wine Tours,

Postcards, Ventura Tote Bags, Ventura City Maps, Ventura Stickers, Ventura Magnets, Bus Passes, Latitudes Photography, CA Limited

• Center ran discount promo on older apparel and gift bags

• New Retail – CA Limited (California Apparel) Ticket Sales/Income November/December• Wine Tours - $1,625 ($228 to VVCB -7%)• Winter Wine Walk - $2,250 ($135 to VVCB -16%) Consignment /Income November/December 817.06• Up to (18) vendors and promoting more items from local

residents• Newest Consignment vendor – Ventura Axxess

Visitor Services

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

Fiscal YTD is 13,454 (2,130 more visitors YTD from fiscal 2012/2013)

• Total number of visitors in November is 1,615• Total number of visitors in December is 2,090• 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, Colorado, Texas & Oregon

Events• Ventura Winter Wine Walk was a huge success! The Visitors

Center was a tasting location, pouring hosted by Limoncello and Anacapa Brewing Co. We were proud to see so many guests inside the Visitors Center, 600+ on this day! A good time was had by all!

• A BIG THANK YOU to the VVCB Board for participating in the Volunteer Recognition event. It was VERY well received!!

WESTWAYS ADS 2013 vs 2014

Co-Op partnership for in advertising with National Park Trips to feature our beautiful Channel Islands and Ventura’s accessibilityOne month in and we have gotten over 100 asking for more information on Ventura!

National Park Trips ad FULL page with FULL page advertorial one year targeted leads • 350,000 readers and 100,000 print run• 75,000 copies distributed at over 1,050

strategic locations (visitors centers, attractions, hotels, Fortune 1,000 companies) in three western states (CA, OR, WA)

• 25,000 copies sold on over 5,000 newsstands nationwide, including Barnes & Noble, Albertson's, Ralph's, Target & Walgreens

• Digital version for IPad and Nook available for international distribution

We Continue to grow mobile audience

- 29% of travelers have found flight plans through mobile apps - 30% of travelers have found hotel deals through mobile apps - 85% of travelers use their smartphones while traveling - 46% check in to a location while on vacation using services like Facebook and Foursquare

VVCB SALES

Sales/ RFPYTD Occupany (Star report Nov 2013)69.5% up 2% over 2012Sales Leads:• Nov/Dec Sales Leads Sent: 8 Leads, with an average of 4 hotel nights

and 242 Rooms.• Year to date Sales Leads: 21 Leads compared to 2013 (18)Economic Impact YTD Leads Generated: $10,928,919• Nov/Dec YTD Sales Leads Confirmed Bookings:

(5) of (21) sent or 23%Economic Impact YTD Leads Converted: $11,507,867• Nov/Dec (585) Attendees assisted with welcome packets of brochures

and maps.– YTD (4,135)

• Nov/Dec YTD Attendees assisted with Service Requests with group dining, offsite event space, group activity booking: (1395)

Nov/Dec Tradeshows: Sports Travel Team Expo 33 One on One Appointments Dinner with BMX decision maker, John David CalSAE Seasonal Spectacular 15 One on One Appointments, along with Seasonal Spectacular tradeshow in the afternoon Society of Government Meeting Planners Holiday Luncheon 150 government meeting planners were in attendance, good networking opportunity .

FAMs, Sales Missions, TradeshowsPress FAMS:• Currently planning logistics for NTA FAM trip for February 14th

• Working on family leisure blogger trip in conjunction with Craftcation

• United Airlines FAM Feb 1-7 Feb 6th in Ventura

Client FAM:• Suzanne has been working with Proven Winners Pack Trials that

will be in Ventura as a “stop” in April 2014 and we could possibly be a location for April 2015

Tradeshow:• Michele attending the LA Travel and Adventure show February

8-9 in Long Beach – Special hotel packages are being crafted to offer through 6/30/14

• February will be a very busy month for traveling- Travel & adventure, MPI and possibly Soccer Nation

MARKETING

Public Relations

• RFP Awarded! Rebecca Chambers see link below– http://www.slideshare.net/rebeccachambers79/pr-in-the-digital-age2

Her Resume– http://www.rebeccachambers.net/

• Working with Dupuis and DVP on Press Release for new Brandmark Launch and “We are Ventura” Video project

• CAPS interview with Rebekah Evans, VCLA• Working with Facing Waves and Go Paddle promoting

the episode that we will shoot in May– http://www.westroke.com/blog/2013/1/18/facing-waves-trailer/

• NBC Los Angeles http://www.nbclosangeles.com/news/local/Record-Number-Gray-Whales-Counted-Off-California-238997581.html

• We are gearing up for BMX Nationals videos below that we are pushing out – http://vimeo.com/83563018

• Blog for Island Packers– http://travelingtrinovid.com/birds-wildlife/island-hopping/#.

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Print and Editorials•Currently working with Expedia Online Australia- ‘go live’ date for Ventura’s Vacation Guide June 2014

•ClearChannel In Kind Co-op :15 & :30 second radio spots ran 12/8/13 thru 12/30/13 on KDFO Bakersfield and live streaming on line

Central Coast chosen #4 in Lonely Planet's Travel Top 10: US Destinations for 2014http://www.lonelyplanet.com/usa/travel-tips-and-articles/top-10-us-travel-destinations-for-2014

Partnering with Kemper Sports on a new avenue to promote and market Ventura and Golf. Program starts February through March targeting April-June overnights and package sales. The exclusive rate will be set by hotel and established County discounted rates will be offered for Stay & Play packages Southern CA Golf Association (SCGA) • Email Banner Ad targeted to 92,000 members• highest open rate of over 85% because it contains the members updated handicap index

Arizona Golf Association (AGA)• Email Banner Ad targeted to 55,000 members• another touch point for AZ market as VVCB is currently doing TripAdvisor campaign and Corporate Certified program• VVCB & Kemper will create Exclusive offers for stay & Play rates will a landing page

Working on People magazine Girlfriend Getaway ad for April issue

TECHNOLOGYWEBSITE

• Visits increased 25% over December 2012.

• Unique Visitors increased 26% year over year.

• Pageviews increased 19% over last December.

• Organic Search Traffic increased 41% over December 2012.

• Pageviews for all hotels pages were 2,001 in December 2013 (up 10% year over year)

• Domestic: Consistently– CA– AZ– TX

• Top Referrers:– Tripadvisor– CentralCoastTourism.com

• Extranet- emails launched, have you logged in?• Website Reskin is getting started

SOCIAL MEDIA• Facebook Growth 12/3/12 (13,195 Fans) 12/30/13 (19,511 Fans)• Pinterest 439 followers• Instagram 723 followers (167 new)• Twitter 577 followers• BarkVentura Page is now up! Support from

Anacapa Animal Hospital Voted #1 readers choice awards 4 yrs. in row

• Promoting bag sales through Social Media- “Don’t do the wrapping send if Ventura Bag”- running a promotion Spend $25 get 50% off Ventura tote bags

• Met with Local photographer West Cooke and will get all rights to photos

STAKEHOLDER & COMMUNITY ENGAGEMENT

City Contract update & 2013-14 Action Plan Update

• City contract terms was an agenda item on Economic Development Committee Meeting in December.

• Next Steps:– Meet with Mark Watkins & Lilly Rudolph on 1/28/14

5 year Strategic Plan/Action plan updates:(full update will be emailed along with this presentation )• Mid year review show positive results in our

Branding • Integrated Marketing Plan• Co-op Advertising in 6 months almost

surpassed full fiscal year last year• Enhanced Visitors Center and increased traffic

• Attended CA Welcome Center at the Collection Grand Opening

• December MA CAPS interview with Rebekah Evans, Ed for VCLA and showing the strengths and differences of our partnership

• Met with Mary Osborne to help more on press media trips as Ambassador

Couple of highlights:

National Geographic URL leads from NEW newsletter Ventura VCB received 2641 clicks between 12/12 - 12/30/13

TripAdvisior454 leads through Dec 2013

Calendar of events 41% of keyword search is for Ventura events

Online Visitors Guide 312,591 views

Phone Tracking1st VG followed by Website

Coordinated Media Buy with VCLAClick-through-rate (CTR)Bakersfield.com, LATimes.com and Travel.NationalGeographic.com, averaging about 0.11 to 0.12.

o Your 0.12 CTR on the LATimes site is above the site average of 0.08.

o The 0.12 CTR on Nat’l Geo is also above their site average of 0.08.

FILM UPDATE:Dec 2012-Dec 2013 the room nights from film total 1,189!ALSO: Coatwolf rented several houses in Pierpont for several weeks in September of this year for cast & crew filming Chuck Hank & the San Diego Twins. Rivers 9 228 rooms Dawn Patrol 601 rooms The Sand 300 rooms MTV Reality Show 60 rooms

PARTNERSHIPS

Regional• Working on tradeshows for upcoming

– VVCB-Leisure Travel & Adventure Show– VCLA MPI Northern CA

• CCTC DMO referrals Ventura 231• CCTC Region page Views- Channel Islands 2,163• Top 10 US travel destinations for 2014-

CA CENTRAL COAST #4

Local

• Worked with City& DVP on Restaurant week Happening THIS week

• Winter Wine Walk a HUGE success Event sold-out, CP and Clock tower sold out of bundle packages

• MA attended Poinsettia Awards with Jim Ludwig• MA attending Parks & Rec Commission meeting

on 1.15.14• MA sitting on Ventura Business Panel with

Downtown Rotary alongside Chamber and DVP• VVCB advertising on Big Belly outside center

with DVP

Staff Engagement /updates TRAVEL TRENDS• Briefing on the UK market by Black Diamond ~emerging

neighborhoods- 2013 hot spot Channel Islands• New Branding Visit California's new brand platform "Dream

Big" and their accompanying logo and television commercial, "Dreamers" was unveiled at their recent Commission Meeting. The focus will continue to be on promoting the state's abundance and showcasing the California attitude, shining a spotlight on the fact that in California, we don't just dream, we Dream Big! The spot aired at the end of October in the U.S. and Canada and will utilized in the U.K. and Australia in the coming months. Their new logo and will be made available in the coming weeks

• Smartphone penetration has risen to 52% of the population and Google estimates that over 94% of all smartphone users search for local businesses or services. 61% of owners access the internet everyday on their smartphone and most never leave home without it. The smartphone has become an essential tool for the business traveler; a reported 54% book accommodations using their smartphones

• 66% of potential visitors watch videos on Youtube when selecting a destination.

2014 Inspiration Guide• Should be back from printers by the end of

January!

GRC• They are here! They have resigned for 2015!• Working on getting a welcome letter from

Mayor to all attendees • Adding Reagan Library and Camarillo Outlets as

additional options

Office Space & Visitor Center:• Office Space being used in kind by PR

consultant• 2nd position with VCB as employer of record for

PT VCLA admin role

Jackrabbit:Renegotiated fees• 25% reduction in monthly cost • $6,000 mobile site In kind• Changing widget location

VCB Staff:• Currently doing due diligence of comparing

medical benefits with ACA- we will not be able to continue with current coverage not ACA compliant

THANK YOU for a GREAT 2013

VVCB Staff• Marlyss Auster, Executive Director• Hilda Kilpatrick, Office Manager • Michele Gilmour, Visitor Services Manager • Donna Francis, Visitor Services• Suzanne Baird, Visitor Services• Diane Sweet, Visitor Services • Newest Addition : Cheryl Bagby starts

2/3/14

Board & Advisory BoardExecutive Committee

Oscar Pena - Chairman (General Manager, Ventura Port District) James D. Ludwig - Past Chairman (Principal, KL Associates)

Nancy Pedersen - Citizen at Large (Sunflowers on the Square)- Treasurer Victor Dollar - Secretary (Citizen at Large - General Manager Four Points by Sheraton Ventura Beach

Resort)

DirectorsMichael Wagner - Restaurant/Owner/Operator Marcia Rhodes - Citizen at Large (Road Scholar)

Barbara Quaid - Ventura County Fairgrounds (Chief Executive Officer, Ventura County Fairgrounds)Marie Lakin - Cultural Affairs Commission Liaison

Cheryl Heitmann - Downtown Ventura Organization LiaisonCarlos 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

Steve Doll -Citizen at Large (Vice President NAI Capital Commercial)

Advisory BoardDoug Wood, General Manager Crowne Plaza Ventura Beach

Shannon Hillygus, Marriott 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

Jenna Melnyk , DuPuis, Account Coordinator