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HomeMy WebLinkAbout6/21/2017 - STAFF REPORTS • •00 • ?A4ma Ir i4 a m gotels r ry s ma TF, &u&mfi)c,. s ��- TBID COMMITTEE UPDATE JUNE 211 2017 f ,„.... :.yes - k .. ,w .. s� R ay.x. ...: d _�, ,..n,... .�' : .,..., ..3 "�" „t .C., .. M,:�' ..: .,. .. ... - :�F*:�c.:....... z...�, .s ,,... k'.. ..s, t... �-fi '�.• ,:- .- +. ��� �..ta. _.- ..... ,i>. .. .,, � ... � z. ,.� .�.. ., tea._ a, . Overview 1% assessment levied upon each boutique hotel guest. $335,000 +/- a year fund for boutique hotel marketing campaign to: Increase the number (and duration) of overnight stays during the shoulder seasons (May/June & September-November). Overall occupancy overall as measured by TOT collection (reported by the city with the 1% assessment effect factored out.) Increase awareness of member hotels from a baseline score of 39 (as measured in the recent awareness study). { t xp' �.., .b�F N...,..�" r..,,_ !k >�i+`..v'3. -.,.., { b.,✓ � ..-. ..d-. .rm,_ � $' � 5 .+`u� t �S �'� i..Y- .A� .yn' Phases Town Hall meetings: December 2016 ¢. Start Up: February 2017 3- Brand Development: March & April 2017 4u Measure Baseline Awareness: May 2017 Campaign Development: May 2017 } Phase 1 Soft Launch : June 2017 Campaign Rollout: July 2017 through June 2018 7 w •.: - ,.. .`a;... .. .,.. ,,,:...,,, ;tom ,x„ .... r.- F, s:....,, ,- r�. � �. .� sro, .»,. �u - ,... q , Visual I Description: Patrons of Palm Springs Preferred °•;,p •.�•. Small Hotels areas individual and unique as the ,•��.•. ; o hotels themselves. They come to this oasis for •.•,•. ••�••. the same reasons our hoteliers set up shop ••�•• •:•r. .` •`�• here—the natural beauty with open skies and �44 minds, and a vibe of friendship and down-to-0 earth relationships. We can all be ourselves here in Palm Springs. .. Rationale: With a nod to nostalgia, nature, and a, iy. r�rLg the varying sizes of our properties, the logo represents all of small hotels within the palm SmallOtQ ,s tree. Having an authentic and natural setting in our imagery and an assortment of hotels represented, the returning or prospective visitor gets a sense of the wide array of hotels from which to choose. .�,. :...., fib.:. ,,� � s -,° <.. .:�� � "+"�, § z� n G� �tiM �� ,x;'•. ,- ty.. .- .F3`.. .. �... .. .a ,• +- :t"' ,, ...ac,.,{vR fi .,. �b`4 d: ... .,.'., '��,.... t'f Y;=,a ��� qd. ,-� e-5-.'`,, eY, < ,:�'.. i v. 4..'.-i •p A .iFl,,"'... ... ' {, Y.- ���. :. .. }..tls.`.:�q....' h .t.`a. �' in .M, X' +'�� Essence Statement Our Why: Palm Springs Preferred Small Hotels offer an experience no large hotel or home rental could possibly provide. We are a collection of independent and creatively individual inns, villas and resorts, from quaint and quietly secluded bungalows to hip and modern poolside-hangouts. We cater to the spectrum of Palm Springs travelers and can literally offer something for everyone. Whether you want to disappear for a couple of days, or dive into the Palm Springs adventure of a lifetime, our hoteliers make it their mission to get to know you and create a memorable stay in this distinctly fashionable desert oasis. As Palm Springs locals, we have dedicated ourselves to building a sense of community in order to create homes away from homes for our guests. Experience the insider's perspective at Palm Springs Preferred Small Hotels. Brand oa r Community Connectors ••i_, •�0• Connect with Others, Belonging, Fitting in,Commonalities, Realistic, Meaningful Relationships,Approachable •�!N • k aim S' rLng s 9MCL11 ot¢ls I`3.c mu.t van r. Stay indrPFrid�nt.. •' # i =w Unique Selling Points: Custom1. Individual & Independent 2. Something for Everyone 3. • Sense4. • - � AuthenticIndividual, Independent & Experiences a^n 9 r §y sa�•',t. .•+�Nk+.n�.'brrl4eysleAl�sb: _ .d' •, g • Baseline Survey This study established an awareness baseline using a net promoter scores priorto the launch of a brand—based campaign for Palm Springs Preferred Small Hotels. The survey was promoted via email and social media over a period of 3 weeks and concluded on May 19, 2017. We received a very strong samplingwith 3,212 completed surveys. The data collected supports a differentiated marketing strategy, especially when targeting those who prefer, or would consider, a small boutique hotel. This study will be repeated in 18 to 24 months and will provideTBID, the Palm Springs Visitors Bureau, their participating agencies, and other key stakeholders with a means to assess promotional campaign effectiveness. 9 5 :F J _ .,,.. .�� ,3 ro-.._�t ...� ......... �. _ v-. .,.�«f _.3... ,,.r ... � .s .- .. ��;.. .. �,.;,.a .:,�� � -.�^+�"3'i'','vzr:a .3«�•'..a ,: 3 .._ � .,.. .. .. v ✓:. a. ... .k..Sk:. _,- � .+x_.h .: „. 4 :.. ..w.. : f$ y t`T. !.S': x r -. x.. '..x... ...:..,F ,�,,. +S :.. , --.^� •�$ .*1.., s e.: .,o ,,.. - �r3'.✓:,,,r,,.,.. �..�` 'S)`. �.�-� eT$�:, `'`�,�: .�e.,.... Key In general, those who prefer or would consider boutique hotels prefer a unique, but personalized experience. They are loyal, but need to be encouraged to visit more frequently and stay longer. Culinary experiences, entertainment options and the desire to try something new or exotic are more important to boutique hotel fans than those who prefer other lodging options. Preference for boutique hotels is highest for those coming from drive markets (37%) and lowest for those coming from the Pacific Northwest (27%). However, 30% of those coming from the Pacific Northwest would still consider a boutique hotel. One out of four respondents (26%) whose most recent stay was at a chain hotel indicated they would consider a boutique hotel on their next visit to Palm Springs. x s: q 3 4 Aus ` 4 , 9asSLOnateig 2..6eraatLqf i 9 i 3prinqs 9 !� i i i9l i i l 3Irii • 3 From Mid-cenfury to Mediterranean, Frorn clot' From escape=to wildsides, we have your stay. to tome retreatswe have your stay. we have your stay. J�alm ' rin s 9alm:1 rcngs 9alm�� ' rings +g 9mall4otels 9MU1190tels 9mall4otets `at W lu,&c. Stay.indtprndrnf. tar.authentic. Stay.i-&4x drnt. L�r autlttr,iic. 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