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Home My WebLink About4/4/2007 - STAFF REPORTS - 4.A. VAIM M,4!� BUREAU OF TOURISM �dpR .4 ��fell What We Do Our Mission The Bureau of Tourism is the official destination marketing organization for the City of Palm Springs, California, promoting the City to tourists and the media, thus increasing the City's exposure as a world-class year-round leisure destination and increasing the transient occupancy and sales taxes generated for the City. What We 've Been Doing • Partnering with City on event promotion - Film Festival - Bob Hope Classic • Working in tandem with stakeholders on event promotion - Gay Pride - Restaurant Week • Marketing the Convention Center website, print, press & fam trips - creative promotional campaigns • Work with State of California (CTTC, CaITIA) - Press missions - California Welcome Centers - Heritage marketing - California Visitor Guide and Travel Planner • Lending support for local marketing efforts - Lesbian Fiction Writers - Miss Teen What We Do • We were primarily designed to attract the leisure traveler. • Who Benefits: H; rn �imsu�'!'i�mSpi iy, - our small hotels - mid-century modern enclavesPQ :;*,=' clothing optional and naturist resorts .. �s9 P - historic inns gay and lesbian retreats `< , ; - all hotels and attractions .%k 4; r Li What We 've Been Doing • Developing "Palm Springs Style" - a comprehensive multi-faceted marketing campaign - print, video, collateral, and tradeshows -r.. '-.. ._ tsairv`c Pq�ocr �-�•�� !:.-��":---� -.,_�..T..r�.�,.r,_. ale ,._ .,.-.. Vlar, IT �.. r - N AI hai+� �-1?::L❑:�. :- - - • - _ �� - �� .ram,.,.-..� - .-.�. _ _ i .y,� - „. --- �,;n ICI•�-� .. ..� - -, � -,.. , What We 've Been Doing - continued • Redesigned Website for both Tourism and Convention Convention Center with new features including. . . - Interactive Get-Away Guide - Calendar of events _ a rlp.n� _;__._ ,,:I:_m �— EaIWI�- T -_�m_�i. _ - - Web links to hotels - - Podcasts and video -- Cmmelenn„i.�mMbn IN Lelln.en.w ,I u w orver,[m�le lhr Eeun�[oiv waen:uo:wla ��l' I • iil I � ��:\.'.y . [ / '�^I.nircwo�e awn I 2 W"; lAlf�[CCI j`— au[I INfMYIttV n:`1 ., u y µi li`2 , �rM- , What We ' ve Been Doing - continued • Partnering with City on event promotion - Film Festival Bob Hope Classic VO • Working in tandem with stakeholders ' on event promotion Restaurant Week - - Film Noir Festival - - Gay Pride Weekend ��yrcrNv yO�I wx �y ' `VIIA r �t111 bPIII\Lhr I1'll.l6 mIIC11 III1111YI1111 C' • Marketing the Convention Center - website, print, press & fam trips - creative promotional campaigns -.. i What We 've Been Doing - continued • Developed award-winning collateral - Visitors Guide f � ll - Historic Inns Guide - Gay Guide and Map - Promotional Video • Work with State of California CTTC CaITIA - Press Missions - California Welcome Centers - Cultural Heritage Marketing =' - California Visitor Guide and Travel Planner • Lending support ort for local marketingefforts e - Lesbian Fiction Writers - Miss Teen What We 've Been Doing - continued • Maintaining domestic and international efforts (Germany and UK) - tour operators - press missions aw - fam trips - tradeshows AN consumer shows Initiated market research project __y ...Palr1zSPrllesslyleP - determining who our visitor is - why they come to PS and why they don't quarterly focus groups throughout 2007 . What We Want to Do Use market research results to tailor future marketing programs j��. • Further our reach to increase number of overnight visitors per year _� 1 • Extend visitor's length of stay prig- ventm nter'° Let the Palm springs convention Center set the scene for your next meeting or event. meliX.µwilru Div. ..��6.,.. lr 1.11t,ruuubua rndlxl"4n� ' • Convert convention visitor into IL.wliyww4o ren:.nL.dM,liv_y W",u.wu, .W"PnWPJL uwwN.r�uur 'uYnm, IMD leisure visitor How We Want to Do It • Analyze visitor and non-visitor study results (not yet in) from both Community Marketing and Madden Pre-Print to identify who our visitors are, why they come (or don't), and identify the destinations that deliver a return on investment • Community Marketing: surveys; focus groups; and exit interviews obtained from hotels, attractions, and purchased (3,000 people) • Madden Pre-Print: Database obtained from Visitors Guide requests and on-line sweepstakes (19,000 people) How We Want to Do - continued • Brand Palm Springs nationally using TV, website, radio, and innovative print possibilities • Using our research findings, determine an overall branding and marketing strategy to identify our direction for the upcoming year • Identify all possible partnership opportunities with the CVA to extend our reach further out of market • Identify the new and emerging markets - Lifestyle, such as multigenerational families, adventure, architecture - Geographical , such as China, Ireland , Australia How We Want to Do It - continued • Attract new visitors to our website - visitor newsletter - new podcasts - maximize searches to drive ��®� ' customers directly to the page - - - =- _ that interests them most {y r--`� .,_- - develop on-line collateral to drive the customer right to the hotel site without leaving Create an interactive blog to • generate photos, travel articles, and testimonials "Journey TV" by Time Warner • On-Demand Programming rollout • 20 minute program — can be made May 1 into five 4-minute segments 7 million Time Warner digital • Content refreshed or updated as subscribers in 54 cities often as monthly • 24/7 content, instead of fixed time slots Receive monthly analysis of viewers' cities and travelogue they • 30-second promos on targeted requested broadcast TV, driving viewers to specific travelogue Allow us to analyze potential feeder markets, redirecting • Time Warner developed "interest resources categories" (Fun in the Sun, Tank of Gas, Family Fun), that will group After launch, advertising potential destinations to offset program cost i Fluid Image Partnership • Exclusive film techniques for " detailed "beauty shots" and sweeping panoramas . L.+ -q 1 • Currently in partnership with airport • Opportunity to use footage forh- r tourism media efforts — Journey TV, Gity/PSBT/CC websites, and Tourism video ► jl ' ,. -�Y _ k= - ._.,� �w Website Growth • New site launched November 2006 V a 5�rM - WAP�,M - , • Hotels and Resorts page up 37% .71 • Dining up 70% - .. , • Visitor Guide Request 88% • Hot Deals up 53 /o �� F[GNAf iLNFfOAtt NA(A}} {NFWSIfRfA • Additions — live video, podcasts, meeting planner page, e-postcards, ";jk spotlight on special events and dates, ''''' " Beta interactive Visitor Guide II Website Marketing • Enhance On-Line Visitor's Guide: allowing visitor to proceed directly to hotel's website or booking engine without having to wait to receive the guide in the mail, or going to other destination sites. • Develop email blasts/newsletters on a consistent basis • Tailoring of message to market, based on current research allowing promotion of hotels' packages during needed times. • Develop "microsites" so that we can start to communicate directly to smaller, more specialized groups of visitors • Architecture/design, nature/hiking, gay/lesbian, multigenerational families • Directs them straight to interest area rather than the home page — speaking directly to visitor's area of interest. Additional Media Visibility • Jones Agency — Movie Theaters • Ogilvie Golf Marketing • KVCR — Desert Cities Public Television • London Cab Program • CVA and State of California opportunities • Revitalize the ad campaign ( possibly with Fluid Images) • Special Interest Publications • Companion Collateral to Visitor Guide • Fee increase to First PR in United Kingdom • NAJ Room Night Tracking Report • FAM's geared to specific events (Bob Hope, Modern Week) • Re-institute WestJet receptions/seminars • UK Sales and Press Mission If budget is adjusted for CPI since PSBT formation . . . Original budget in 1990 — 91 : $1 ,6113118 If original budget had been adjusted annually by CPI the budget in 2005 -- 06: $ 23492,107 Actual Budget in 2005 — 06 was $ 1 ,661 ,516 i If CPI was applied since contract began , PSBT budget this year would be: Year Budget Budget with CPI CPI % 98/99 1 ,481 ,516 1 ,515,591 2.3 99/00 11515,591 1 ,565,605 3.3 00/01 11565,605 11617,270 3.3 02/03 11617,270 1 ,6629553 2.8 03/04 11662,553 17705,779 2.6 04/05 1 ,705,779 1 ,762,070 3.3 05/06 17762,070 1 ,841 ,363 4.5 History of TOT to PSBT Budget since contract was privatized Year TOT PSBT Budget % TOT 98/99 10,900,934 13460,819 13.4 99/00 1137421588 114811516 12.6 00/01 11 ,681 ,444 116221853 13.9 01/02 12,046,053 13 677,000 13.0 02/03 12,420,344 177287516 13.9 03/04 12,317,882 135111516 12.3 04/05 137024,611 175512516 11 .4 05/06 14,676,461 116613516 11 .3 TOT collected/used for Tourism (D. M .A. I . CVB Financial Profile 2005) Destination TOT Collected Convention CVB/Visitor Total Center % Purposes % % *18 City Average: $13,0161606 37 52 89 Palm Springs 05/06: $141676,461 52 21 73 *18 cities with TOT collection ranging between $10 million and $20 million Formula brought to City Council last year: Three years running TOT divided by 3 (benchmark) $135339,500 (2003/04,2004/05,2005/06) - This figure minus most recent year TOT = Gain $14,6767461 - $13,3397500 $1 ,3365961 (if no gain, budget remains the same as previous year) - Gain x 25% = Additional Funding ($1 ,336,961 x 25%) $3343240 - Base budget + Additional Funding $1 ,4817516 + $334,240 = $1 ,815,756 + $ 81 ,709 (4.3%) $11897,465 - Add in CPI = new budget of $1 ,815,756 + $81 ,709 (4.3%) $1 ,8937834 4 PBU Executive Committee PSHA Michael Green Triangle Inn SHoPS John Williams InnDulge DGTG Ricardo Gomez Tortuga del Sol Convention Hotels Dania Duke Hyatt Mainstreet/Uptown Joy Meredith Crystal Fantasy Attractions Mary Jardin The P.S. Follies Restaurants Julianna Copley Copley's Rental Properties Ray Lovato Desert Vacations Agua Caliente Tribe Julius Kazen Spa Hotel Casino I PBU Committees • Marketing Programming : • Michael Green, Chair, Triangle Inn Ray Lovato, Chair, Desert Vacation Villas • Mary Jardin, Palm Springs Follies • Marilu Rogers, The Springs of Palm • Jeanette Moore,Palm Mountain Springs Hotel and Spa Resort • Tony Bruggeman, Le Valleuris • Brian Kidd, Palm Springs Int'l Airport Terry Jardin, Palm Springs Follies • Barbara Lyons,Holiday Inn City Jim Dowler Center Budget • John Williams, Chair, InnDulge • Aftab Dada, Palm Springs Hilton • Dania Duke, Hyatt Regency Suites Mary Jo Ginther Director of Tourism Mary Perry Associate Director of Tourism Howard Jacobs Director of Sales Liz Perkovich Marketing Manager Shirley Hoyt Executive Assistant/Office Manager