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HomeMy WebLinkAbout3/28/2007 - STAFF REPORTS - 1.A. s6updS ualed ;aasaQ wlad %9 ejulnt) e-1 %L olpul %6 sllaM uelpul %9 ° %O 4 s6uladS a6e.IIW oyauem IOH ;aasaO ►�I� [eipa��e� uoljnq!ajsill uiooy le; oi4 i CVA holm Springs City CouncH Presentation March 28 , 2007 AMUSES V ] Fr Ink fL Robert Enriquez Senior Dice President Sales and Marketing Woody Peek Dice President Tourism Sales and Membership .t'3:Tttt� `I s CVA Communication Links with Palm Springs • Wednesday Morning Hotel General Managers Meetings • Monthly Meetings — Convention Center/Wyndham Hotel Sales • Monthly PSHA Luncheon Meetings • Palm Springs Hospitality industry at CVA Meetings • Just Added : Quarterly Update Meetings with PSHA Board of D i recto rs �r ty l a CVA Communication Lines with Palm SpOngs • New Addition : Regular Update Presentations to PS City Council Group Production Reached 2006 Sales Goals Goal Actual Booked Room Nights 2877360 300,363 Lead Room Nights 800,000 11112,317 Meetings & Convention Leads 1 ,008 861 Booked Tours 36 50 Tour Leads 120 135 Return on Investment R® I E 4� 40V Booked Room Delegates Per ExpensesfPerson Direct Economic Nights (Convention) Room Night Per Night Revenue Palm springs 116,492 1 .75 $ 262.00 $ 53,411 ,582 CVA Investment Palm Springs (2006) $ 278 542 ROI (per$1.00 invested) $44.78 JPA (Eight Cities 300,363 1 .75 $ 262.00 $ 137,716,436 CVA Investment from JPA (2006) $ 4,902,240 ROI (per$1.00 invested) $ 28.09 f k A 2007 Convention Sales Department Personnel $ 11512 ,084 1 Senior VP 7 National Sales Managers 3 Sales Managers 7 Support Staff Convention Sales Budget $ 697 ,754 Conv nflon Sales Department Programming Highlights Sales TeamOnjectivesj ® Generate Qualified Leads Assist Hotels in Closing Business (Booking Validation Form ) Increase Destination Awareness Within the Meeting and Convention Industry Develop and maintain true understanding of Existing Destination Business (History Data) NN Sales r eam or"trateqIf ,:<< o Geographic Segmentation Focus Prospecting Trade Show Attendance Face to Face Sales Calls ® Sales Missions ® Sales Promotions -FAM Tours -Individual Site Visits - Trade Show Promotions -Summer Meetings Promotion Sales Territories rcnoOsy TamyazMin MiltmDeb9tach Joan Yawkk Vdaieasch* Pahirk HWg MddleA lhr[pi Cuy Matirz Heidi Walker VWinyonM Al 719roomsor All States 75 rooms Vkhnym So Catifvria NY6 DiTta hidw M3re Ilards VAIN) ] or less(West) CIDUM Aiwa Such CSHta Indae Viem3rt Iwt sans hlrrra7a Washington th Caliknia pbNFAMw Nevada Otto NOWHanlstim I[a+a Oregon Alaska Firth Nasas vQmAy fitsoi>tsdls IMssari California Nncrh Odalma Tarim Crrednt Ala Arizona Idaho Tee AiMa; Riorhlsard Louisan Nevada lfzh Mmasota Laiisaa Nt NYnk MMEsippi Utah s 3 Mofae Iwe ]( fib 44fsoa$n Idaho frfli i 1 Aabv NMw Illirvs Montana Clorarb Van amja Ltlar T(almesee Wyoming VtstE iCas:a EM&ntraH %ith('adre V939N 'ria Aldlam Colorado NKM I 9slh Chdim Gmnja New Mexico North&South E)FHiBdf f7akh Hrzida Dakota Safh&N3th Cadim Nebraska M,O{iiY, IgmvAPAW, L4GT,NiVr, Kansas,Oklahoma, WAIAVA Elm Texas,Alaska,W. cawh Icanacial Hawaii 'lkrtl[al°..ccJreis ziales Team Goals 3 CVA Sales Team Members have the following annual sales goals : Definite Room Nights • Leads Generated • Potential Room Nights Uncovered • Prospecting Calls Trade Show Daily Media FAM tours Industry publications feature stories © Summer Meeting & Convention promotion ® Press releases in targeted industry related publications r sales Source Dana- � • Affordable Meetings IT&ME • American Trade Show Directory Local Business Contacts • ASAE Meeting &Conventions • Association Forum Meeting's West • Association Management Milo • Attendee List from Industry Events MINT System • Business Journal Top 100 List MPI Directory • Book Of Lists for over 25 Cities National Trade & Professionals Association • Bob Hope Classic Corporate list PCMA • Chamber Directories Premium Incentive & Travel Buyers • Competing Destinations Calendars Sales man's Guide • Decorating Companies lists SGMP Directory • Encyclopedia of Associations SISO Membership List • Existing Database Standard & Poor's • Fortune 500 list Third Party Meeting Management Companies • IAEM Trade Show Data book • Internet Trade Show Week • Travel Show Week Data Bank riVT 4 iE VA 2007 Marketing Department Personnel $ 1773007 2 Marketing Representatives Marketing Budget $ 1 ,255, 140 = 1 i Mai Keu rig Department Programming Highlights REGIONAL BROADCAST • Give in to the Desert TV — "Give in to the Desert" is a half hour, magazine format, television show that brings to life the beauty, excitement and attractions that make our desert cities one of the most popular tourism destinations in Southern California. — The television show will be aired locatly and out of market in specific northern and southern California regions. — Beginning Sept. 2006, Give in to the Desert will feature: • A new 30 minute show each month for 8 months (one new episode per month, aired 7x/week) • Viewership will be heightened through cross promotion on major cable networks using new 30 second spots each month • 8 two minute city segments in each episode • One minute of airtime available for commercial breaks following each segment- advertise your city's resort, attractions or businesses following your city's segment — Broadcast into over 750,000 households daily 30 second commercial — 7 month contract - $3,0001month — 4 month contract - $2,5001month — 8 month contract - $2,0001month • Your commercial is aired once each day every day of each rnonth 0 SOLD IN CONJUNCTION WITH TOURISM TV t ol0 - , CVA-produced destination Videos serve to assist the Meeting & Conventions Sales , Travel Industry, Membership , and Media Relations efforts with delivering key messages about the uniqueness of our destination . EXPEDIA RECOMMENDED 4.6Tl � . PLACEMENTS � � � :r ',�a PR]YCE I]OTGL it s»I� --- ffls_SSP! .. r urlersn rl Wx'EJ5 hH u'l l::tYas!x^_.e c.L'y'[t']ir.YYtra:m ::. ..V__- .'•�n Cue.o �i� r_::-aW4si� eP, c'�.a..n cu• f#rgvasocr ur.ltl..ry lnt!x bN Ip.¢ •"�� � ••• 36...EAll � r _ [e:4lylntxfx IYaayb 1',..f:.leYl �I.rcan rN Y.:I:I Hrex li� y q 1 :rnl:l .i YA s.. .... -. _ _. r_. -'n t�s 4® 4I / � •s'- _ F:J.e nur:Ilc:e:I.II �i in an.�r..�� "_p- 11• t 4�i _J NI•'k` _ Isr:a wl mro..I_, :n �.. 1NRe� Ke 3l.: L'.:.�-e _:�-.u_ Avg E hIN .:FG�SRia f[.g fNflce fSl fn1L.• ._k. ,,.. r }} o rrYr.ti�� rzmr•_I r�1F. "„yrlss� 0 CJ IUO Al Cx:m R+srRtye Irh..:.i1Afd ..�.� - ...�__t.-s•. v� 'L"'_I_:5�:_ rr.:l'f`� °�_ _ M" 4'm4n 12 hlur0rY ansr�La P.'-x-:,AM".'q!r .•....� � �...-�� '....� �.-- � �� s'L�.4�L7�m� � • r � �M.I A�'.ia�ia f . _ ._. _ _ In.nr..- ae � a. i.pLGpn:wel •c—.,�. 't...IF-s..'� 4-'[r<:uk a��.. Y ,rVLr3 E _�� 'rs�l ,'.yyllnex lvn Ie ril�ElaLY�lSS ry:Ye rx.xr.n.r �1 aa��r'rn>.to 1.Y rL.J 7A_r. ---❑ - u...;::r.4 Y:_ ram` 1 .. - 1.�x-m 1f��JR{5 nYIF .eva,r r rcar P:c.vs 1-r.I..Pa In rc `. '� T_T.f .;`Nz. � 'rfl)c� rc '."• _ [l� � Ila snl rm slll I:n nn Ilv IItE� >.=1ia�.; '•[.l z,ra n�n r..,o �sl!I �sl:l y n�I:!I„© y: Y�xf��.ia.c �:._� • r OI"�" f,vnlr Oe .F.- F3 P:V.i E'i W PJ 49 :I "^ — I:i SLI Ila SI'I I!:1 Irll II's l!` M1Y.r.m.ciz_ _ __ 4y 3.:11='JSArF55' tn, Pi F}'i L4 1?:a H H Golf/Spa Theme Store Origination Placements Destination Targeted Banners: C-Col Placement These banner placements Banner placements targeting Shopper Path: emphasize our ability to target specific search related travel to Packages your feeder markets, specific markets. NATIONAL MAGAZINE • California Magazine Insert (CTTC Co-Op) 4 page, 4 color magazine insert • 250,000 Forbes (Nov 2007) • 250,000 National Geographic Traveler(Nov/Dec 2007) [ " • 250,000 Food & Wine (Dec 2007) (' ,- Direct Mail; , :l r • 15,000 pieces mailed to targeted American Express card-members including cover 12 PERFECT ESCAPES letter and 4-8 page travel planner as featured within California Initiatives =4L�§ i IIX!11 n — Total Print Circulation: 765,000 s 1�t rraUY SA — Buy-in Deadline: 712J07 Cc]"O!b"Dte7!;;,0r: O sur ii€��iu — CVA Cost: $40,000 ti:.�l:.•ar.. — Total Cc-Op Needed: $60,000 — Total Cost: $100,000 1 • Co-Op Opportunity for cities i Palm Springs $10,000 $10,000 Desert Resorts $20,000 Advertorial $10,000 $10,000 1 -_ 1 2 31 4 CALIFORNIA VISITOR' S GUIDE • Advertising in the all-new 2008 Guide means you'll be part of the State's premier tourism publication. reaching travelers planning a vacation. -� • 500,000 copies distributed annually as follows: I — California Tourism fulfillment packets requested through the www.visitcalifornia.com Clilornia website or the toll free number 1-800-GO-CALIF FiHn — Sales missions, consumer and travel trade shows (international and domestic) YOURSELF — California Welcomes Centers and DMOs HERE — Overseas contractors — Sunset Magazine events = _ — Available on newsstands and online with a link from your ad to your site ~ • Ad Size: 2 page, 4 color spread • Buy-in Deadline. 7/15107 • CVA Cost: $16,500 • Total Co-Op Needed: $25,350 PA LM SPRINGS Y. • Total Cost: $41 ,850 • Co-Op Opportunity for cities _ • Ads are sold through a third party (Sunset Magazine) S1 ulgv SPOT MARKETING CAMPAIGN • Long Term objective To grow air service to the destination . • Strategy Develop a cooperative partnership between the cities , the airport and tho GVA The GVA will contribute $200 , 000 and each partner Will contribute $50, 000 to participate in the program . • Scenario (8 cities I airport @ $50,000 = $450,000) ($200,000) = $650,000 (5 cities + 1 airport @ $50,000 = $300,000) s ($200,000) e $500,000 SPOT MARKET ANALYSIS � r I MARKET MEDIA TOTAL TOTAL TOTAL TOTAL 3 CPM f I REACH' INVESTMENT ADDED VALUE IN-MARKET :PORTLAND IINK-FM 1,954,650 $21,600 $30,000 $51,600 $11_ KUPL-FM 9,976.00D $10X10 560,000 $78,000 52 _Ullimale Magazine _ 387,000 $5,085 55,085 $13 Portland MoOhly 330,400 $6,752 $6,752 $20 Oregonian Travel Brochures 964,105 $968 _ $969 61 13.011,155 $52.405 i90,000 042A05 5-i SEATTLE KRWM-FM $33,600 $33,600 57 KMPS-FM 4,995,450 $36.000 $108,Bd0 5144,30 57 Seattle Magazine 333,000 $9,828 $9,828 $32 Pacific Nodhwest Magazine 7AOO,DOD $25,081 _ $25,081 54 _ Pacifc_Northwesl Golfer 37D,000 $3,878 53,876 $13 12,601,150 3100,307 $100,010 $217,227 3G iCHICAGO WKSC-FM 4,453.440 $33.6130 5d3,000 $76,600 56 WLIT FM 6,747,300 $42,000 545,000 $87,000 $6 Chicago Magazine 82D,936 $13N68 $13,666 $17 Chicago Tribune Magazine 4,805.331 $14,091 $14,091 53 Chicago_Social Magazine 457,500 $6,354 56,354 $14 17,20 t,07 3109,G71 00,000 W7,611 W ISAN FRANCISCO KOLf-FM 1 KMAX-FM 4,012.800 $40,000 $105,600 $i45,130D _ _ $10 _ 1CYLD FM _ 4,903,500 _ $39.000 _$135.37_5 $174375 $0 1 San Francisco Magazine 800,000 $14.544 $14,544 518 San Francisco Chronicle 450,000 $0,537 $0 537 $19 _ 7x7 Magazine 360,000 $11,550 $11,650 $32 _ 1 SF Weekly S,0D0,000 $7,930 $7,930 $0 i'1,52G,300 021,561 W 1,175 $302,73G !I l ,TOTAL 54,423Al2 $391,964 5528,015 $919.979 $7 'Total Reach is determined as follows 1 Radio=Nei Reach oftolal spola(paid&promotional) x Frequency ; PrinI=Circulation x 25 Readers Per Copy Recommend adding Full pages in 12 issues oFdusi Out Magazine in Portland wilh cc op partners _Recommend adding Full pages in 6 issues ofthe Bay Area Reporter in San Francisco with co-op pailners Palm Springs Desert Resort Communities b - Cc�I yr I•:T IP', AWP VIS IT O'! AUi IlO91rY PI:14s[4I- P!]ri •v u:'•: nl lAf y'. W .. bL i c j ' I .s 1 ACCOMMODATIONS SPA & WELLI�IESS GOLF & TENNIS i l it ; ; OUID0OR ACTIVITIES SHOPPING GAMING & ENTERTAINMENT a a Lverylh1jig you neecJ in Ille. P❑Im Springs Desert Resorl Communities in Cif your finot- tl ps al cgiveintothedeserl.coml from planning the details Of your perfect trip or meeting, Io finding ille lalest special offers and Tubbing slloulders wish our rich celebrily Culture, you'll find it all at the new and interaclive givaintoihedesert.com! .w ULTIMATE GUIDE • An all inclusive, four color guide to lodging, dining, spas, golf, attractions, transportation and international services. • Annual Distribution: 50,000 • Distribution: Main Consumer publication sent upon request with additional distribution to California Welcome Centers, Beverly Center in Beverly Hills, Santa Ana Main Street Mall and the Ontario Airport — Target Distribution Date: 1011107 — Buy-in Deadline: 712107 — CVA Cost. $30,000 - Total Co-Op Needed: $20,000 — Total Cost: $50,000 • Options: — Premium Ads: • Full Page - $5,000 • One Column - $2,500 • Half Column- $1 ,250 — Directory Ads: • One Column - $1 ,600 • Half Column- $900 • Business Card- $500 MEETING PLANNER/ d ,`, RESOURCE GUIDE 2008 ,, • An all inclusive, four color guide to lodging, dining, spas, golf, attractions, transportation and international services distributed to 5,000 meeting planners and association executives who are bringing convention groups to the desert. Target Distribufion Date: November 2007 Buy-in Deadline: September 2007 CVA Cost: $27,000 Total Co-Op Needed: $15,000 Total Cost: $42,000 • Options: Back Cover- $4,000 Inside front Cover- $3,500 Inside Back Cover- $3,500 Full rage- $3,000 One Column- $2,500 112 Column- $1 ,250 COLLATERAL FULFILLMENT • RACK BROCHURE A now rack brochure is being produced that will highlight the diversity of the Coachella Valley • DESERT GUIDE Published monthly detailing all activities in the Coachella Valley including events calendar, locator maps, and shopping and dining guides. • DINING GUIDE A complete listing of Coachella Valley restaurants • SPA GUIDE A listing or the Desert's world-class spa facilities and numerous rejuvenating therapies. • GOLF GUIDE A listing of area golf courses and golf services. 2007 Visitor Profile Study ' • To determine demographic and psychographic profile of current Coachella Valley visitors . • Project Timeline April 1 , 2007 Begin Intercepts and Surveys July 31 , 2007 2nd Quarter Online Deports October 31 , 2007 3ra Quartor Online Reports January 1 , 2003 4th Quarto r Online Reports March 1 , 2008 2007 Annual Deport April 30 , 2003 1 st Quarter Online Reports { 4 GIVA 2007 Travel Industry Sales Department Personnel $ 550 ,709 1 Vice President 2 National Safes Managers 2 Sales Managers 3 Support Staff Travel Industry Sales Budget $ 550 ,929 Travel Inclustolprayr Sales Programming Highlights T S TRAVEL AGENT EDUCATION A • A 7-part, 1 2-month , online training course will be launching this Spring allowing qualified agents to have the opportunity to become a professional "PRODUCER" of the desert that includes the following: • 8 targeted email communications via ModernAgent reaching 30,000 agents • 3 half page, four-color ads in Agent a@14ome Magazine and guise & Vacation Agent Magazine reaching a combined total of 50,000 agents • Ongoing Communication and Agent Support through monthly newsletter REGIONAL PRINT AAA VIA Magazine- * 2 page, full color spread in May/June Discover Summer Fun issue • 500,000 circulation Westways Magazine- * 4-page spread in May/June issue • 300,000 circulation • Ad Size: 2 page & 4 page, 4 color spreads • Buy-in Deadline: 2116/07 • CVA Cost: $22,000 • Total Co-Op Needed: $30,000 • Total Cost: $52,000 • Co-Op opportunity for cities & members ron rTm E10 9 PUNICaUon 2 Publlcatloas VaorN'eshvaya Via&Weshvays SpavIght $5,540 $3.000 Sidebar $2,540 $A,ODO " " Feature $4,000 $6,000 y TIS TRADE PUBLICATIONS • Travel Weekly 1 POW WOW When parfioipating with us in our booth at POW WOW, you will be included in the -following : • Full Tabloid page, 4-color in each of the 6 POW WOW Dailies distributed to over 2 ,500 domestic and international travel buyers and sellers, representing over 70 countries at the annual POW WOW convention • Interview with a senior executive to be run in one of the 6 editions, photo to be run of sponsor with key customers or partners in one of the 6 editions • Highlight of booth on Booth Highlights page • One full tabloid page, 4-color in Travel Weekly in POW WOW Total Advertising Cost: $25 , 000 TIS TRADE PUBLICATIONS .. .. • Destinations Magazine The official publication of the American Bus Association, Oestinations reaches 6,000 readers, including more than 1 ,000 motorcoach operators and 1 r f1 lI� TK tour operators. L J JJ Each issue, the feature-driven content delivers extensive coverage of North America's best destinations for groups, state-by-state itineraries and ©__ n}-Y . tour operator forums. : . — The January/February issue is the largest issue which has a bonus circulation of 2,000 at Marketplace. • Ad Size: 2 page, 4 color spread • Buy-in Deadline: SOLD • CVA Cost: $2,600 • Total Co-Op Needed: $2,000 PS Follies CVA Copy Katz 1 2 N TIS TRADE PU BLICATIONS � • Courier Magazine The official publication of the National Tour Association. Decently ranked as the most read industry publication by A`, ill' BTA tour operators. Courier offers in-depth information on " '� �� ft destinations, industry news and business trends. , The May issue is the annual preview to convention issue ; and the trip planners focus on other desert areas such as the Grand Canyon, Las Vegas, Sedona. Circulation: 6,000 • Ad Size: 2 page, 4 color spread • Buy-in Deadline: 2/16/07 • CVA Cost: $2,320 • Total Co-Op Needed: $3,480 (3 members @ $1 ,160 each) CVA $1 ,160 $1,160 $1 ,160 1 2 ` Taste of California " • Production Company : Black Diamond Film & Wine Network • Client Benefits: 1 -minute 50-second piece to be aired to an estimated 40+ million viewers as well as a DVD set with distribution to over 25,000 locations • Main Airing Locations: 95 countries, 11 languages including the USA, Europe, Middle East, and Africa • Distribution: Travel Channel UK, Wine Network, internet, catalogue companies, VOD, in-flight, cruise lines, educational institutions, public libraries, hospitals, and government agencies; Retail: Borders, Barnes & Noble, Wal*Mart, Sam's Club, Costco, and Amazon .com • Distribution Company: Questar Inc, USA. Renowned for working with over 25k retail outlets and 400 direct marketing companies. Ie Tourism Sales Promotions - I Familiarization Trips -Palm Springs Int'I Film Festival — January 4-7 -Post Powwow—April 26-28, 2007 16 Member Partners / 7 guests Australian — May. 2007 Canadian — June, 2007 -Bob Hope Classic — January 19-23 United Kingdom — June & August, 2007 11 Member partners ! 9 guests Germany — July, 2007 Travel Agent — November, 2007 •ATI I AAA & CAA Advisory Board — January 20-23 31 Member Partners 119 Guests Promotions *Germany - DerTour -Promotion started running in January to increase summer and shoulder business •Meier's Weltreisen -Promotion in Germany Tourism Travel Industry sales Sales Calls -Portland, OR — February 12-16, 2007 -Los Angeles, CA — March 21-23, 2007 -Los Angeles, CA — June 2007 Sales Mission -United Kingdom & Ireland — March 25-31 , 2007 -East Coast— Co-op open to all members — May 2007 -Chicago, IL — Co-op open to all members — TBD 2007 -Western Canada — June 2007 Tradeshows Addison Travel Show—Vancouver -CA Travel Marketplace — Southern California -Addison Travel Show— Calgary -international POWWOW -American Bus Association, Market Place -Travel Alliance Partners -Go West Summit •SYTA -Bank Travel Management -National Tour Association •ITB, Berlin •USTOA -LA Receptive Tour Operators Reception -Luxury Travel Show 2t1�Y Tourism ia 1 ffi Sales Representation • Germany • Canada • Black Diamond — U . K. �Scas-nTr+a'If FAMS ® Bring in domestic and international press Generate low/no-cost press coverage • Liaison for press/CVA Member relationships �*Al Media fissions Member events in major markets (LA, SF, SD) ® Desksides with top publications Create opportunities in new markets International liepresont;aVon ® London/Frankfurt PR Offices Generate press relations with major publications Coordinate press visits to PSDR ® Monthly Reports AFk®qS UOISIAOJOJ JJr9Sv9(7 OLIL OjUt 9AIE)