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HomeMy WebLinkAboutPresentation - Annual City Update 2022-01-27Annual City Update GPS NEXT: MOVING THE DESTINATION FORWARD •Promote regional collaboration among the 9 cities for the tourism industry •Support workforce development •Focus on key pillars: health & wellness, arts & culture, outdoor adventure, culinary and LGBTQ+ •Increase demand for off-season and international visitation •Broaden & improve visitor experiences •Increase visitor access •Focus on sustainability and DEI (diversity, equity & inclusion) Visit GPS Mission: To positively affect the destination’s tourism economy and quality of life for its residents. Health & Wellness Outdoor Adventure Arts & Culture Culinary LGBTQ TBID –Hotels with 50+ Rooms Contribute 3% $14,615,761 TBID –Vacation Rentals Contribute 1% $1,100,000 JPA Funding from 8 Cities & County $1,636,973 Private Revenue, Tribal Voluntary & Other Sources $1,474,928 JPA Funding from Palm Springs $542,254 TOTAL FY 21/22 BUDGET: 18.8M FUNDING SOURCE 83% TID (2.9% of Visit GPS Funding Overall) 83% TBID 8% Private 9% JPA GREATER PALM SPRINGS 33.1% of JPA Funding CITY OF PALM SPRINGS FY 21/22 DEPARTMENT BUDGETS 50% Marketing and Communications 39% Sales and Business Development 11% Admin & Operations 39% Sales and Business Development 50% Marketing and Communications 11% Admin & Operations CITY OF PALM SPRINGS PARTNERSHIP •Lead development and implementation of the City of Palm Springs Strategic Marketing Plan •Promote visitation to the City of Palm Springs through marketing and public relations efforts and programs •Work with the Palm Springs Bureau of Tourism and Visit Greater Palm Springs to leverage resources and opportunities Kimber Foster Director of Palm Springs Tourism New position September 2021 RESEARCH GUIDES DECISIONS Upcoming Research Resident study:How tourism impacts the economic, social and physical environment of those living throughout Visit Greater Palm Springs. This data will help us better understand how residents living in our nine cities feel about the tourism industry and its impact on their lives and fulfill our mission to positively impact the quality of life of our residents. We will begin this research in Q1 2022. Tourism Economics has begun the data collection process for our Cannabis Economic Impact Study for the cannabis industry in Greater Palm Springs to outline the impact this industry has on our workforce and tax revenues. This is expected to be completed by the end of January 2022. Meetings:An in-depth study of the destination marketing and advertising tactics most successful at reaching and converting meeting planners at various points of decision, including identifying the messaging and creative elements most effective in inspiring planners to bring their meetings/events to a destination, and feedback to help improve current DMO campaigns and outreach efforts.Destination Analysts will deliver the findings of this research in January. Tourism Economics is finalizing a Vacation Rental Economic Impact Study for our region with city-specific detail on the financial impact, jobs supported, and visitor spend related to vacation rentals.We expect to see a first draft for these reports in January. Destination's tourism workforce:To quantify, we are partnering with Tourism Economics on a Tourism Workforce Economic Impact Report focusing on managerial and hourly segments. Our goal is to highlight the many career opportunities and income levels associated with tourism jobs to recruit more young graduates from our local schools.We will begin this research in Q1 2022. 2022 DESTINATION MARKETING PROGRAMS -$3.5M out-of-home / television digitalonline travel agencies (OTAs)content seasonal social SUMMER CAMPAIGN 2021 SUMMER CAMPAIGN:CHECK IN. CHILL OUT. 10B impressions 500K+ spots June –September Expanded Markets: Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, Seattle, Portland, Dallas, Denver, Salt Lake City 2021 SUMMER CAMPAIGN:TELEVISION CO-OP $220K Total Value 17,820 TV Spots 1.05B Impressions 1 TV Partner SOUTHWEST AIRLINES The Southwest Airlines-dedicated media plan launched in July and ran through November 2021. •Cable + Connected television •Contextual and native video placements •Contextual digital display advertising •Streaming audio •Expedia •Social media •Digital outdoor billboards 2.1B+ TV Impressions / 12.7M+ Digital/Social Impressions Room Nights: 1,200 Flights: 1,000+ Total Revenue: $628K Southwest- Tagged :30 Second TV Spot 2022 NEW CO-OP OPPORTUNITIES TV / BILLBOARD DIGITAL / AUDIO Centro –Digital & Native Advertising (Year-Round) Adara –Digital Advertising (Year-Round) Pandora –Audio (Summer 2022) SOCIAL Television (Seasonal) Billboards (Year-Round / Seasonal Based on Markets) Social Media (Summer 2022) FALL/WINTER CAMPAIGN FALL CAMPAIGN: WHAT WILL YOU FIND? Markets: Atlanta, Austin, Boise, Chicago, Dallas, Denver, Des Moines, Eugene, Houston, Indianapolis, Minneapolis, Nashville, New York, Oakland, Portland, Reno, Salt Lake City, San Jose, Seattle, Los Angeles, Las Vegas, Phoenix, San Francisco, Vancouver, Winnipeg, Toronto, Calgary, Edmonton 12B+ impressions 800K+ Spots FLAIR AIRLINES: TORONTO A Flair Airlines dedicated media plan launched in October and will continue to run through December 2021. General Toronto nonstop flight marketing will continue through February. •Custom landing page •Canadian Broadcast Network television •Digital outdoor billboards •Contextual digital display banners •Google Display advertising •Digital video •Social media Total Impressions Oct-Nov 2021 83M+ Full 5-minute “Find Your Own Oasis” Destination Music Video Fall Campaign :30 Second Social Media Content DIGITAL RESULTS DIGITAL RESULTS –2021 PALM SPRINGS Palm Springs:MEDIA IMPACT 2021 Palm Springs #2 Rank 31.6%Hotel Bookings Reporting Period:Jan-Dec 2021 YEAR RNS GROSS BOOKINGS Estimated TOT 2019 79,671 $16,072,013 $2,009,001 2020 34,459 $7,416,979 $927,122 2021 61,614 $13,958,338 $1,744,792 SOCIAL & LOCAL SOCIAL STRATEGY Awareness of Destination: Measured through impressions + video views (New: Vertical videos) Drive Demand for a Destination Experience: Measured through engagement + website clicks Content/Blog Distribution Channels utilized: •Facebook •Instagram (Reels, Stories, Posts) •Pinterest •Newsletters •YouTube •Tik Tok INSTAGRAM TIK TOK dineGPS -monthly e- newsletter & social media Love Local –campaign to increase awareness of local businesses mobile passports –Trailicious (hike & dine), Summer Eats & holiday shopping New Art & Sol series being developed as part of our Love Local campaign LOVE LOCAL •artsGPS APP •Highlights public art throughout all nine cities •Relaunching Q1 of 2022 artsGPS APP •Will be available on both iOS and Android phones Features 48 pieces of public art in the City of Palm Springs PUBLIC RELATIONS MEDIA COVERAGE Jan 2021 -Dec 2021 Palm Springs Coverage Mentions: 662 Articles Impressions: 2,833,117, 213 Ad Value: $23,689,585 LIVE WITH KELLY & RYANFebruary 26, 2021 Places mentioned or visited: • Copley's on Palm Canyon • Indian Canyons • Kimpton Rowan Palm Springs • Palm Springs Aerial Tramway • Palm Springs Air Museum • Palm Springs Art Museum • TRIO Restaurant + Bar • Twin Palms Frank Sinatra Estate AIR SERVICE OUR AIR SERVICE CONTINUES TO GROW PALM SPRINGS INTERNATIONAL AIRPORT (PSP) NONSTOP CITIES (21 CITIES pre-COVID) AIRLINES PROVIDING SERVICE 500+ 13 33 CITIES CONNECT TO PSP New Routes to Palm Springs International Airport (PSP) Austin; 5x Weekly Seasonal Chicago: 1x Daily Seasonal Dallas: 1x Daily Seasonal Portland: 1x Weekly Seasonal Sacramento: 2x Daily Year-Round PSP Nonstop Flights from 30+ Cities on 13 Airlines Nashville; 2x Weekly Seasonal Indianapolis; 2x Weekly Seasonal Des Moines; 2x Weekly Seasonal Provo; 2x Weekly Seasonal Edmonton: 2x Weekly Seasonal Toronto: 2x Weekly Seasonal Vancouver: 2x Weekly Seasonal newest additions: Edmonton; 2x Weekly Seasonal Reno; 3x Weekly Year-Round GROUP SALES MEET OUR SALES TEAM New Position: VP of Sales Q1 2022 VISIT GPS FUTURE PACE OUTLOOK: 2022 Current Room Night Bookings Pace Target Goal 192,224 160,742 +31,482Variance Room Nights 20% over target Current Room Night Bookings Pace Target Goal 192,224 124,627 +67,597 Variance 54% over target Tourism Economics Model AS OF DECEMBER 31, 2021 VISIT GPS: TENTATIVE MEETINGS TENTATIVE MEETINGS 2022 & BEYOND PALM SPRINGS 206 Total Leads With 155,782 Room Nights CONVENTION CENTER 33 Leads With 78,432 Room Nights PALM SPRINGS CONVENTION CENTER BOOKINGS ECONOMIC IMPACT AS OF DECEMBER 31, 2021 2020/2021 11,349 Generated Rooms $8,857,574 Estimated Economic Impact $351,194 Estimated Local Taxes $248,709 Estimated Bed Taxes 2,662 Jobs Supported 2021/2022 (6 months) 9,432 Generated Rooms $5,313,531 Estimated Economic Impact $268,878 Estimated Local Taxes $197,974 Estimated Bed Taxes 2,116 Jobs Supported PSCC Bookings PALM SPRINGS CONVENTION CENTER & HOTEL BOOKINGS ECONOMIC IMPACT 2020/2021 14,735 Generated Rooms $16,281,735 Estimated Economic Impact $669,596 Estimated Local Taxes $465,345 Estimated Bed Taxes 3,956 Jobs Supported AS OF DECEMBER 31, 2021 2021/2022 (6 months) 18,300 Generated Rooms $29,357,618 Estimated Economic Impact $1,458,760 Estimated Local Taxes $1,079,059 Estimated Bed Taxes 7,676 Jobs Supported Total PSCC & Hotel GROUP REBATES FOR PALM SPRINGS Tradeshows and Sales Missions Attended Annually 42 FISCAL YEAR PAID REBATES 2017/2018 $51,601 2018/2019 $55,159 2019/2020 $27,636 2021/2022 $1,365 TOTAL $135,761 CALENDAR YEAR UPCOMING REBATES 2022 $14,189 2023 $17,420 2024 $13,000 2025 $10,500 TOTAL $55,109 Visit GPS Provides Rebates for Groups That Will Meet During Summer and Need Periods AS OF DECEMBER 31, 2021 PARTNERSHIP PALM SPRINGS INVESTING PARTNERS 260 PALM SPRINGS BUSINESSES LISTED FOR FREE 602 963 PALM SPRINGS BUSINESS LISTINGS ON VisitGreaterPS.com PALM SPRINGS BUSINESSES ON WEBSITE Total Number of Listings on VisitGreaterPS.com 3,342 Total Number of VGPS Investing Partners 711 Total Number of VGPS Partners Listed for FREE 2,492 SOME BUSINESSES HAVE MULTIPLE LISTINGS AS OF DECEMBER 31, 2021 EDUCATION GPS TOURISM GRANT -gpsNEXT Provides matching funds to cities for projects or events that advance the Destination Development Plan priorities of enhancing and adding new visitor experiences and increasing visitation during need periods. •Stimulates creation of new, or expansion of existing, tourism product or events, especially during need periods •Supports destination pillars: Arts & Culture, Health & Wellness, Outdoor Adventure •Enhances a GPSTBID Hotel, such as meeting spaces and water experiences, that enhance the visitor experience •Case study examples available at MyGreaterPS.com Grant amount: Each member city will be eligible for up to 50% of their Visit GPS JPA contribution or a maximum of $100,000, whichever is greater. Contact: Davis Meyer, Director of Partnership davis@visitgreaterps.com / 760-969-1360 Improve the tourism workforce to enhance the visitor experience TEACH ENGAGE ADVISE MOTIVATE •Ambassador training for frontline workers, students, volunteers, civic leaders and residents •Career advancement and specialized hospitality training •Partnership with COD PACE Program to make training accessible TRAVEL TRADE STRATEGY Strengthen USA, Canada & Mexico Grow Australia, France, UK, Germany & China Build India, South Korea, Japan, Italy & Scandinavia •2022 Re-Engagement•Market re-alignment: Dedicated half of team to North America travel trade and niche segments such as health & wellness, AAA, membership organizations, etc. •Reaching travel advisors via new resources: travel advisor associations, virtual trainings and regional partnerships. •In-market & in-person in 2021: Seattle, Sacramento, San Francisco, San Jose, Los Angeles, San Diego, Chicago, Arizona, Florida & New York. •Visit California co-ops: travel trade marketing campaigns in the U.S. & Canada. •Re-opened offices in UK, Germany & France. •Destination trainings in offices with key tour operators. •Marketing co-ops in UK & Germany. Programming in France coming soon. •Billions in travel credit held by consumers as well as higher household savings. •Popular travel trends are wellness, outdoor adventure, rest & relaxation •Forecasting 70-80% of 2019 levels next year and matching by 2024. Thank you!