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3/19/2014 - STAFF REPORTS - 00 (2)
GREATER C palm springs convention &visitors bureau The attached report includes 2013 Sales and Marketing efforts specific to the City of Palm Springs. Additional resources for the CVB can be found below: • The CVB recently released its 2014 Business Development Plan, it can be viewed online at: www.visitgreaterpolmsprings.com/2014-business-plan • The CVB also recently released a new video (for meeting professionals) promoting the Palm Springs International Airport, it can be viewed online at: • meetings.visitgreaterpalmsprings.com/air-service • 30 second commercials have been airing in Seattle (on Time Warner and COX); in San Francisco (on Time Warner and Comcast); and in Vancouver, Calgary, Edmonton, Toronto, Winnipeg (on the Canadian Broadcast Network). This commercial was also aired over the summer in the Southern California drive-market.The commercial can be viewed on the CVB's Vimeo page at: vimeo.com/83719900 GREApTaERl m r p sg rin s _ tt � Summary City of Palm Springs, January - December 2013 Greater Palm Springs Convention & Visitors Bureau Our Mission To promote and market Greater Palm Springs as a premier visitor and convention/meeting destination for the purpose of positively affecting the area's economy. Who We Are The Greater Palm Springs CVB acts as the official coordinating agency for valley-wide sales, marketing and promotional efforts aimed at potential leisure, corporate, incentive, and convention group markets. The main objective of this mission is to increase the economic well- being of the hospitality industry and, therefore, the overall economy of the local cities and the County of Riverside. The specific result of the CVB's mission is to increase the occupancy level of the hotels and the Transient Occupancy Tax (TOT) in the member cities/county. By accomplishing this basic mission, the CVB will seek to book the highest possible revenue producing business into the hotels/motels in the member cities/county thereby improving and adding to the economic vitality of the Coachella Valley. Governance Joint Powers Authority (JPA] Executive Committee The CVB is a Joint Powers Authority (JPA) of eight (8) Coachella Valley cities and the County of Riverside that collect Transient Occupancy Tax (TOT) from hotel/motel room sales. The City of Coachella will be included when it has a hotel and begins to collect TOT revenue. The JPA Executive Committee functions as a governing board with regard to financial matters and is comprised of one (1) elected official from each of the JPA participating cities/county. The CVB enjoys strong relationships with the nine (9) elected officials who sit on the JPA Executive Committee. CVB Board of Directors The purpose of CVB Board of Directors, also known as the Hospitality Industry & Business Council (HIBC), is to serve as the managing body of the Greater Palm Springs CVB. The CVB Board of Directors also serves as the Advisory Board to the Tourism Marketing District (TMD) and to the Riverside County Board of Supervisors regarding matters concerning the Tourism Business Improvement District (TBID). The CVB Board of Directors consists of 32 leaders in the local hospitality business community, including two members from the JPA Executive Committee, Page 2 CVB Funding Tourism Business Improvement District (TBID) Annual Renewal The Tourism Business Improvement District (TBID) is the CVB's primary source of funding. Through the County of Riverside, the TBID levies a 2%assessment on gross guest room rate charges on all hotels and motels of 50 rooms and more. The TBID funding is paid to the CVB on a quarterly basis and is dedicated to sales and marketing efforts for the entire region of the Coachella Valley. Tourism Marketing District fTMD) Annual Renewal The Tourism Marketing District (TMD) is the CVB's newest source of funding. Through the Joint Powers Authority, the TMD levies a 1% assessment on gross guest room rate charges on all hotels and motels of 50 rooms or more. The TMD is paid to the CVB either monthly by the hotels directly or quarterly from the cities in which the hotels reside. The TMD funding is dedicated to the marketing efforts for the entire region of the Coachella Valley. Transient Occupancy Tax (TOT) Transient Occupancy Tax (TOT) is collected by each city on the total taxable gross hotel room sales, the formula for this TOT collection varies by city. Prior to the creation of the TBID, each of the eight JPA cities paid 0.6% of all taxable gross hotel room rentals and 1.4% of the taxable gross hotel room rentals of Convention Meeting Hotels to the CVB. In 2010, the CVB reduced the amount of TOT collected from the cities by 75% due to the funding received from the TBID. The chart below illustrates the amount of funding the CVB received from the City of Palm Springs prior to the creation of the TBID and following years: CVB TOT Collection from the City of Palm Springs $1,131,845 $1,200,000 / $1,058,007 987,203 $1,000,000 $800,000 $600,000 $338,449$364,220 $388,000 274,828 $400,000 $200,000 $0 ■2007 u 2008 u 2009 m 2010 ■201 1 m 2012 ■2013 •2013 TOT collection is an estimate as final TOT payments for the calendar year have not Page 3 been completed. Convention Sales Summary The following is a breakdown of CVB generated Convention Sales leads and bookings for the City of Palm Springs in 2013: January - December 2013 Potential New Leads Lead Room Nights, Delegates Deleaate Expenditures 470 358,461 237,544 $250,133,832 Booked Meetings Booked Room Niahts Delegates Delegate Expenditures 73 51,612 64,705 $68,134,365 CVB booked actualized meetings that generated revenue for the City of Palm Springs in 2013: • A total of 78 CVB booked meetings were held in the City of Palm Springs in 2013. These 78 meetings generated 43,582 room nights for Palm Springs hotels. Based on the average of $122.47/night rate for hotels in the City of Palm Springs, these room nights generated approximately $5,337,487 in revenue for Palm Springs hotels. (26 of the meetings held in 2013 were also booked in 2013.) • The 13.5% TOT collection on these rooms generated $720,560 in TOT revenue for the City of Palm Springs. • In addition, these 78 meetings brought in approximately 54,292 delegates, attributing to more than $57 million in delegate spending. CVB booked meetings that will generate revenue for the City of Palm Springs in the future: • Of the 73 meetings booked in 2013, 47 meetings worth 46,875 room nights were booked for 2014 and beyond. Based on the 2013 reported average of $122.47/night rate for hotels in the City of Palm Springs, these 46,875 booked room nights will generate $5,740,781 in room revenue for Palm Springs hotels. • The 13.5% TOT collection on these 46,875 room nights will generate $775,005 in TOT revenue for the City of Palm Springs. • In addition, the estimated 53,578 delegates these meetings are expected to bring will spend more than $56.4 million at local businesses. Summary for 2013 • The CVB generated $720,560 in TOT revenue that was collected in 2013 and generated $775,005 for future years. Based on their TOT contribution of $388,000 the City of Palm Springs received $1,495,565 in TOT in return. These are estimates based on the average rate noted on the STIR report for 2013. Rates may increase or decrease based on market conditions. Note:Delegate expenditure is calculated by$1,053 (current average delegate expenditure per visit) by the number of delegates attending the meeting. The delegate expenditure is on estimate, developed by Destination Marketing Association International(DMAI). Actual spending will vary based upon the type of group and time of year. The amount covers all expenditures except transportation to the destination. We are unable to determine how much of those expenditures will be spent in the City of Palm Springs and how much sales tax will be generated. Note: Leads represent business leads sent to Palm Springs hotels, these leads may also have been sent to various other hotels and resorts throughout the Coachella Valley based on the client requirements and requests. Page 4 Convention Sales& Services The City of Palm Springs benefits beyond the figures noted in the Convention Sales summary. The CVB generates opportunities for Palm Springs businesses to be represented at key tradeshows, media events, client events, promotional opportunities and marketing co-ops. These businesses would not have the opportunity to participate in many of these opportunities without the CVB organizing and subsidizing. The following pages outline CVB efforts on behalf of the City of Palm Springs and the entire destination. Tradeshows: The CVB represented the entire destination at 12 Partner-participating tradeshows across the country in 2013. All Partners are encouraged to participate in as many tradeshows as possible. The CVB was present on behalf of all those that were unable to attend. Partners from the City of Palm Springs participated in 11 tradeshows with the CVB in 2013: • January 28—February 1, 2013: Religious Conference Managers Association (RCMA) o Minneapolis, MN o Total Show Attendance: 620 o The CVB has received a total of three leads, one of which has already booked worth 96 rooms o Partner participation in booth: Renaissance Palm Springs o Partner participation in co-op marketing initiative: Palm Springs Convention Center • February 21, 2013: Meeting Professionals International Northern California Chapter (MPI NCC) o San Francisco, CA o Total Show Attendance: 450 o The CVB received one definite booking worth 45 room nights from this tradeshow o Partner participation: ACE Hotel & Swim Club, Renaissance Palm Springs Hotel, Riviera Palm Springs • March 14, 2013: Destinations Showcase o Washington, D.C. o Total Show Attendance: 1,500 o The CVB received two leads worth 3,983 room nights from this tradeshow o Partner participation: Palm Springs Convention Center, Renaissance Palm Springs, Riviera Palm Springs, Saguaro Palm Springs • April 17-19, 2013: California Society of Association Executives (COISAE) Elevate Annual Conference o San Francisco, CA o Total Show Attendance: 270 o The CVB received a total of 10 leads from this tradeshow worth 135 room nights o Partner participation: Palm Springs Convention Center, Renaissance Palm Springs, Riviera Palm Springs • May 16, 2013: American Society of Association Executives (ASAE) Springtime Expo o Washington, D.C. o Total Show Attendance: 3,500 o Partner participation in booth: Palm Springs Convention Center, Renaissance Palm Springs, Riviera Palm Springs o Partner participation in co-op marketing initiative: Palm Springs Convention Center, Riviera Palm Springs Page 5 • August 3-6, 2013: American Society of Association Executives (ASAE) Annual Meeting & Exposition o Atlanta, GA o Total Show Attendance: 6,000 o The CVB received one lead worth 865 room nights form this tradeshow • Partner participation: Palm Springs Convention Center, Renaissance Palm Springs • August 20-21, 2013: Incentive Works Canada o Toronto, Canada o Total Show Attendance: 1,900 o The CVB received a total of six leads form this tradeshow,worth 7,737 room nights o Partner participation in booth: ACE Hotel & Swim Club o Partner participation in co-op marketing initiative: Palm Springs Convention Center, Riviera Palm Springs • October 15-17, 2013: IMEX America o Las Vegas, NV o Total Show Attendance: 4,500 o The CVB received one lead worth 877 room nights from this tradeshow o Partner participation: Palm Springs Convention Center, Riviera Palm Springs, Saguaro Palm Springs • October 28-30, 2013: Rejuvenate Marketplace o Atlanta, GA o Total Event Attendance: 1,300 o The CVB received a total of two leads from this tradeshow, totaling 152 room nights o Partner Participation: Palm Springs Convention Center, Renaissance Palm Springs • December 11, 2013: California Society of Association Executives (CalSAE) Seasonal • Sacramento, CA o Total Event Attendance: 600 o The CVB received a total of three leads from this tradeshow, worth 2,270 room nights o Partner Participation: Palm Springs Convention Center, Renaissance Palm Springs, Saguaro Palm Springs • December 17, 2013: Holiday Showcase o Chicago, IL o Total Event Attendance: 2,400 o Partner participation in booth: Palm Springs Convention Center, Renaissance Palm Springs o Partner participation in co-op marketing initiative: Palm Springs Convention Center, Riviera Palm Springs Site Inspections: In 2013, The CVB conducted 40 Site Inspections featuring Palm Springs properties. Of the 44 leads associated with these sites, six of them have booked the destination for a total of 8,713 nights and 4,628 delegates. Page 6 Familiarization Tours fFAMs) In 2013, the CVB hosted one Convention Sales FAM and properties from the City of Palm Springs were included in this event: • Experience the Oasis Spring FAM (March 2013) A total of 11 qualified meeting planners from all over the nation attended the 2013 Experience the Oasis Spring FAM which included a VIP Suite at the Indian Wells Tennis Garden during the BNP Paribas. Renaissance Palm Springs Hotel hosted the meeting planners during the FAM. This FAM also included site inspections of Palm Springs Convention Center, Hilton Palm Springs, Hotel Zoso, Parker Palm Springs, Spa Resort Casino and Riviera Palm Springs. In addition to the site visits, clients enjoyed an evening event at Colony 29 Estate, spa treatments at the Riviera Palm Springs and the Palm Springs Aerial Tramway. The CVB received eight leads from this FAM worth a total of 11,014 room nights. Three of these leads have turned definite with a total of 20 room nights, 188 show attendees and a direct delegate expenditure of$197,694.00. Sales Missions: In 2013, the CVB conducted eight Sales Missions across the country. CVB Partners were given the opportunity to participate in all of these Sales Missions. Partners from the City of Palm Springs participated in six Sales Missions in 2013: • Northern CA Sales Mission-February 2013-San Francisco, CA The CVB and participating Partners met with a total of 24 clients. The Sales Mission included sales calls to CA Teachers Association, Wells Fargo, ConferenceDirect and HelmsBriscoe. The CVB received nine leads from this Sales Mission worth a total of 418 room nights. Five of these leads have turned definite with a total of 225 room nights, 365 show attendees and a direct delegate expenditure of$384,345. • Texas Sales Mission-May 2013- Dallas,TX This Sales Mission included two client events. The CVB and destination Partners met with a total of 16 clients. The CVB received two leads from this Sales Mission worth a total of 3,295 room nights. • Pacific NW Sales Mission-June 2013-Portland, OR and Seattle, WA The CVB and participating Partners met with a total of 21 clients. The client events included an interactive glassblowing event in Portland and a painting and wine event in Seattle. The CVB received four leads from this Sales Mission worth a total of 3,375 room nights. Two of these leads have turned definite with a total of 2,550 room nights, 400 show attendees and a direct delegate expenditure of$421,200. • Midwest Sales Mission-June 2013-Kansas City, MO and Chicago, IL The CVB and destination Partners met with a total of 58 clients during appointments and client events, including a Rooftop Event at Brixen Ivy at a Chicago Cubs game and a "Brews and Blues" event in Kansas City. • Northeast Sales Mission-July 2013-Boston, MA and New York City, NY The CVB and destination Partners met with a total of 43 clients. The clients and Partners participated in an interactive painting and wine event in each city. In Boston, the clients' paintings were donated to the Boston Children's Hospital. The CVB received one lead from this Sales Mission worth a total of 2,319 room nights. This lead turned definite with 1,300 show attendees and a direct delegate expenditure of$1,368,900. Page 7 • Northern CA GM/Client Events-August 2013-San Francisco and Sacramento, CA The CVB and destination Partners, along with Greater Palm Springs hotel general managers, met with a total of 51 clients. The San Francisco event was held Wente Vineyards and featured Chicago in Concert. Sacramento included the Music Circus Theatre's "The King and I." The CVB received one lead from this event worth a total of 365 room nights. • Mountain State Sales Mission September 2013- Denver, CO The CVB and participating Partners met with a total of 23 clients.The client events included a Wynkoop Brewing Co. tour, beer tasting and comedy show. The CVB also hosted a VIP suite at Coors Stadium for a Colorado Rockies game. Page 8 Marketing and Communications Media Relations Summary The CVB Media Relations department handled over 70 media familiarization or individual press visits in 2013. Key highlights for the City of Palm Springs include: Fodor's editors made three visits to Greater Palm Springs. Visits included Palm Springs Art Museum, La Maison Hotel, Riviera Palm Springs, Spa Resort Casino and Movie Colony Hotel. • Freelance writer George Hobica visited the destination including Modernism Week,Tinto, Saguaro Hotel and the Fabulous Palm Springs Follies. • Travel Weekly Cover Stars photo shoot at Twin Palms Estate. • West.let's UP magazine to research for destination overview piece. Visit included Hard Rock Hotel Palm Springs, Palm Springs Aerial Tramway, Palm Springs Art Museum. • Woman Magazine (UK) visited VillageFest, Forever Marilyn, Johannes and Viceroy Palm Springs. • BC Pictures visited the Palm Springs Art Museum. • Society of American Travel Writers (SATW) Western Chapter Meeting visited the Willows Historic Palm Springs Inn, Colony 29, Palm Springs Follies and Palm Springs Modern Tour. • LA Parent Magazine visited Palm Springs Art Museum, Palm Springs Aerial Tramway and the Palm Springs Air Museum. • China Media FAM visited the Palm Springs Aerial Tramway. • Healthy Travel Magazine visited included Johannes Restaurant, Rio Azul, Palm Springs Aerial Tramway and Palm Springs Air Museum. • Traveling Golfer and Fairways magazine visited destination for golf experience. Visit included VillageFest, Palm Springs Aerial Tramway, O'Donnell Golf Club. • UK breakfast show Daybreak filmed at the O'Donnell House. • Travel editor for Away.com visited the Palm Springs Art Museum, Korakia Pensione, Palm Springs Modern Tour, Palm Springs Aerial Tramway and Forever Marilyn. • UK blogger Around the World with Mrs. O visited the destination and dined at Workshop Kitchen + Bar. • Visit California Playground FAM visited Palm Springs Aerial Tramway, Palm Springs Air Museum. • Popular Italian TV show Donnavventura filmed in Palm Springs. The show features four young women (winners of through a competitive selection process) on 100-day trip to the most beautiful destinations of our planet. Visit included Forever Marilyn, Saguaro Palm Springs, Palm Springs Aerial Tramway. • The CVB included the City of Palm Springs in its promotional pitches during media events and calls in Vancouver and Calgary. • The CVB attended Media Marketplace at US Travel International Pow Wow in Las Vegas and included Palm Springs in its promotional pitch. • The CVB attended World Travel Market in London and conducted media calls in November and included Palm Springs in its promotional pitch. The CVB hosted a media dinner in Los Angeles,which included promotion of all cities. • The CVB attended Visit California Media Receptions in New York, Los Angeles and Toronto, which included promotion of all cities. • The CVB hosted a media dinner in Los Angeles, which included promotion of all cities. Page 9 The CVB Media Relations department exceeded its 2013 goals for generating both print and digital media coverage. Key highlight stories/media including the City of Palm Springs include: • January 2013-Fox News: Palm Springs is Having a Revival o Unique Visitors: 13,049,113 o Featured Partners: Saguaro Palm Springs, Palm Springs Aerial Tramway, Cheeky's, Workshop Kitchen + Bar, Alcozor, Just Modern, PS Modern Tour, Palm Springs Historical Society, Bike Palm Springs, Palm Springs Follies • Media Value: $ 10,504 • January 2013-Metro: Put A Spring in Your Step o Circulation: 782,971 o Featured Partners: Copley's on Palm Canyon o Media Value: $45,744 • January 2013-Huffington Post: Why You Should Visit Palm Springs Now o Unique Visitors: 31,862,844 o Featured Partners: Saguaro Palm Springs, Palm Springs Aerial Tramway, Just Modern, Palm Springs Modern Tour, Modernism Week, Ace Hotel &Swim Club, Uptown Design District, Willows Historic Palm Springs Inn, Palm Springs Historical Society, Bike Palm Springs, Fabulous Palm Springs Follies o Media Value: $ 25,649 • February 2013-Smart Meetings: 3 Days in Palm Springs o Circulation: 44,000 o Featured Partners: Colony Palms, Riviera Palm Springs, Saguaro Palm Springs, Parker Palm Springs, Forever Marilyn o Media Value: $12,500 • February 2013-LA Confidential: Palm Springs has Sprung (again!) o Circulation: 65,289 o Featured Partners:Twin Palms Estate, Uptown Design District, Workshop Kitchen + Bar, Ace Hotel, The Curve Palm Springs, Saguaro Palm Springs, Sparrows Hotel, Modernism Week o Media Value: $38,000 • February 2013-MOMS Magazine: Vacation Mom • Circulation: Media o Featured Partners: Indian Canyons, Palm Springs Aerial Tramway, Hyatt Palm Springs • February 2013-Golf Europeen: Palm Springs o Circulation: 22,627 o Featured Partners: Forever Marilyn, Palm Springs Modern Committee, Palm Springs Visitors Center o Media Value: $270,024 • March 2013-Attitude: Cool in Palm Springs o Circulation: 75,000 o Featured Partners: Riviera Palm Springs, Lulu California Bistro, Workshop Kitchen + Bar o Media Value: $4,960 • May 2013-California Dreaming by Andrew Welch (syndicated to 47 publications) o Circulation: 938,621 o Featured Partners: Riviera Palm Springs, City of Palm Springs 75th Anniversary o Media Value: $ 148,040 • June 2013-Urban Moms:Stunning San Andreas Fault Line and Palm Springs o Unique Visitors: 100,000 o Featured Partners: Palm Springs Aerial Tramway, Palm Springs Air Museum o Media Value: $1,000 • June 2013-The Scottish Sun: Spring is Here at Last Page 10 o Circulation: 332,025 o Featured Partners: Fabulous Palm Springs Follies, Rendezvous, Hideaway, Palm Springs Aerial Tramway o Media Value: $6,836 • July 2013- Prima: Grand American Adventures o Circulation: 256,053 o Featured Partners: Palm Springs Tennis Club, Horizon Hotel, Palm Canyon Resort o Media Value: $27,017 • July 2013-Daily Express: Hang with the Rat Pack in Palm Springs o Circulation: 522,264 o Featured Partners: Riviera Palm Springs o Media Value: $42,360 • August 2013-Vacations 8 Travel Magazine (Australia): Palm Readings o Circulation: 30,000 o Featured Partners: Indian Canyons,Tahquitz Creek Golf Resort, Soak City, Ace Hotel, Viceroy Palm Springs o Media Value: $7,000 • September 2013-ITV Daybreak: Palm Springs (UK Morning Show) o Viewership: 11,000,000 o Featured Partners: O'Donnell House o Media Value: $40,680 • September 2013-Woman Magazine: Palm Springs: California's Greatest Escape o Circulation: 255,685 o Featured Partners: Palm Springs Aerial Tramway, VillageFest, Grind Burger Bar, Lulu California Bistro, Palm Springs Follies, Forever Marilyn, Viceroy Palm Springs, Modern Tour o Media Value: $59,055 • October 2013-Calgary Sun: Desert Oasis o Circulation: 37,000 o Featured Partners: Palm Springs Aerial Tramway o Media Value: $17,700 • October 2013-Alaska Airlines Magazine: Quintessential California o Circulation: 62,548 o Featured Partners: Palm Springs Follies,Tahquitz Canyon, Palm Springs Follies, Palm Springs Aerial Tramway, Palm Springs Art Museum, Workshop Kitchen + Bar,Tinto, Ace Hotel o Media Value: $48,170 • November 2013-Southland Golf Magazine: Warming Trend in the Desert o Circulation: 50,000 o Featured Partners:Tahquitz Creek Golf Resort, Indian Canyons Golf Resort, Palm Springs VillageFest o Media Value: $7800 • November 2013-Alaska Airlines Magazine: Exploring the Coachella Valley o Circulation: 62,548 o Featured Partners: Palm Springs Aerial Tramway, Elvis Honeymoon House, Smoketree Stables, Indian Canyons, Soak City, The Modern Tour, Palm Springs Art Museum, Palm Springs Air Museum, Palm Springs Follies o Media Value: $48,170 • November 2013-LA Parent: Exploring the Coachella Valley o Circulation: 77,100 o Featured Partners: Riviera Palm Springs, Palm Springs Art Museum, Kaiser Grille, Palm Springs Aerial Tramway o Media Value: $9,600 Total Media Value: $842,499 Page 11 CVB Website In addition to the media exposure the CVB generates for Partners through press FAMs and Site Visits, the CVB provides media exposure for Partners in the articles published on the CVB's Website, vistgreaterpolmsprings.com. Partners from the City of Palm Springs were featured in 143 articles published on the CVB website. A list of the articles is below. • 10 Best Holes of Golf in Greater Palm Springs • 10 Free Things to do for Couples in Palm Springs • 10 Great Bars for Live Music and Local Bands in the Coachella Valley • 10 Great Family Adventures in Palm Springs • 10 Great Places for Antiquing in Palm Springs • 10 Great Spa Treatments in Palm Springs for you and your Gal Pals • 10 Summer Freebie Greater PS Attractions • 15 Cool Palm Springs Attractions for the younger crowd • 2013 Over-seeding Schedule • 5 Best Things to Insfagram in PS • 6 Reasons to Check Out Cinema Diverse • 7 Fantastic Film Festivals in Palm Springs • A Mecca for Creative Professionals • A Night on the Town • A Palm Springs Dream Wedding... For Every Budget • A Table for Two in Greater Palm Springs • About Palm Springs Amgen Tour of California and Palm Springs Insane Climb • Around the World Spa Treatments in Palm Springs • Art Fesf Oasis • Arts and Culture, Always in Season Be a Better You • Best Pet-Friendly Wedding Hotels Best Places for Kids to Chill in PS Best Places to Pop The Question in Palm Springs • Breakfast in Greater Palm Springs • Celebrating Creativity Greater Palm Springs' Art Festivals • Celebrating the Red, White and Blue • Celebrities Love Greater Palm Springs • Celebrity Suton Amrull Loves Palm Springs • Chill Out in Greater Palm Springs • Club Skirts Presents the Dinah • Coachella Valley Jewelers Cater to LGBT Couples • Delicious Dish Dining in the Desert: Copley's Innovative Cuisine Dog Friendly Dining in Palm Springs • Driving from LA to Palm Springs • El Paseo's Thriving Art Scene • Expert Wedding Tips • Exploring Palm Springs' Palm Canyon Drive • Exploring Tahquitz and Indian Canyons • Exploring the Palm Springs Aerial Tramway • Fabulous Palm Springs Follies Final Season! • Family-Friendly Hotels in Greater Palm Springs • Fashion Destination Palm Springs Page 12 • Fashion Inspired By Palm Springs • Five Museum Worthy Dishes • Five Reasons why Palm Springs is like Disneyland • Five Scenic Golf Courses in Greater Palm Springs • Gay in Palm Springs: Embrace Diversity • Get Mod, Man: Midcentury Modern in Palm Springs • Get the Palm Springs Glow with The Body Deli's New Spa Collection • Getting Around the Palm Springs Airport • Girls Getaway in Greater Palm Springs • Great Brunch Restaurants in Greater Palm Springs • Greater Palm Springs Architecture • Greater Palm Springs Art Festivals • Greater Palm Springs Attractions: Palm Springs Air Museum • Greater Palm Springs Boutique Hotels • Greater Palm Springs Budget-Friendly Hotels • Greater Palm Springs Casinos • Greater Palm Springs Dining: Chef Aaron Kiefer Heads up Sessions at the Hard Rock Hotel • Greater Palm Springs Family Itinerary • Greater Palm Springs Food Festivals • Greater Palm Springs Golf Itinerary • Greater Palm Springs Luxury Hotels • Greater Palm Springs Luxury Resorts • Greater Palm Springs' Midcentury Modern Architects • Greater Palm Springs Midcentury Modern Itinerary • Greater Palm Springs Restaurants: Where to Celebrate a Special Occasion • Greater Palm Springs Tours • Greater Palm Springs: Bachelorette Party Oasis • Greater Palm Springs' Nine Great Golf Designers • Guide to Coachella Valley Music and Arts Festival • Guide to Rancho Mirage, CA • Guide to the San Jacinto Mountains • Hamburger Hotspots in Greater Palm Springs • Hamburger Hotspots, Part 2 • Harley, Hell, Bike or Balloon Sightseeing in Greater Palm Springs is an Adrenaline Rush • Hello 2014! Celebrate New Year's Eve in Style • Hey, It's Just Us... • Holiday Magic Lights Up Greater Palm Springs • Hottest Anniversary Hotels in Palm Springs • Iconic and Unique Homes for Weddings in Greater Palm Springs • Kid Friendly Activities: Are We there Yet? • LGBT Annual Event Calendar Bursts with Flavor in the Desert • LGBT Couples Find Wedded Bliss in Greater Palm Springs • LGBT Foodie Fare • Lights, Camera, Action, it's Film Festival Time! • Mad for Modernism Week in Palm Springs • Married in Palm Springs • Modernism Week in Greater Palm Springs • Music Loves Fashion Palm Springs Fashion Weekend at Hard Rock Hotel • My Favorite Summer Cocktails in PS • Nightcap Spots: Cocktails in Greater Palm Springs • One Short Shopping Day in Palm Springs • Only in the Desert: Palm Springs Activities Page 13 • Palm Canyon Trail to the Stone Pools, Palm Springs Indian Canyons • Palm Springs Follies: Now in its Final Year! • Palm Springs for all Seasons • Palm Springs Makes Frommer's Hot Travel List • Palm Springs Modernism Week Hosts Fall Season Kick-off weekend • Palm Springs Named Top Romantic Winter Destination! • Palm Springs Restaurants: The Fresh Cuisine Scene • Palm Springs White Party 2013 Day 1 • Palm Springs White Party 2013 Day 2 • Palm Springs White Party 2013 Day 3 • Palm Springs' Dinah Party 2013 Day 2 • Palm Springs' Film Noir Festival • Pet-Friendly Hotels in Greater Palm Springs • Reel Life American Documentary Film Festival Palm Springs • Retail Therapy • Romance in Palm Springs: Activities for couples and newlyweds • Romantic Spa Treatments in Palm Springs • Shaken, Not Stirred • Shop A you Drop on El Paseo • Slide and Splash at Greater Palm Springs Water Parks • Somewhere Over the Rainbow • Spectacular Wedding Venues in Palm Springs • Stay cool in the desert:The hip side of Palm Springs • Summer Chilling in Greater Palm Springs! • Summer Pool Party Scene in PS • Sunseeker's Itinerary for Greater Palm Springs • Sunseeker's Itinerary for Greater Palm Springs • Sweet Deals on Vintage Shopping in Palm Springs • That's a Good Sport • The Desert's Most Decadent Desserts: Greater Palm Springs Sweets • The Most Stylish Hotels in Greater Palm Springs • The Palm Springs Aerial Tramway Celebrates 50 Years • Things to Do in Greater Palm Springs • Think you can outdo Palm Springs' Most Outrageous Weddings? • This Way to the Backstreet Art District! • Top 10 Streets Names for Famous People • Top 10 Things to Do for Kids in Palm Springs • Top Five Ways to Get Fired Up • Walk Down the Aisle Where Hollywood Legends Played • Walking Tour of the Inns, a Holiday Tradition • What's New in Greater Palm Springs? • Where is Palm Springs? • Where to Drink Beer in Palm Springs • White Party & Dinah! • Why Palm Springs? • Wild About White Party in Palm Springs Page 14 i r Marketing and Communications Marketing Programs and Advertising Co-Ops The CVB Marketing & Communications Department has the goal of promoting and strengthening the Greater Palm Springs brand as an exceptional, premium resort destination for meetings, conventions, group and leisure travel. With the passing of the Tourism Marketing District in June of 2013, the CVB created a Marketing Plan to communicate the destination more prominently within its competitive set. A new Media Plan launched in October 2013 with the goal of increasing awareness of destination brand, domestically and internationally, supporting overall occupancy in Greater Palm Springs and awareness of air capacity in to PSP. Airline Partnerships and Programs Goal: Build partnerships with air carriers and support air service to PSP. 2013 Air Service Development Campaign (February -May) • Digital campaign targeting Seattle, San Francisco,San Jose, Portland, Chicago, Minneapolis-St. Paul, Denver, Dallas, New York, Boston, Washington DC • Participating Partners: Indian Wells, Palm Desert, Rancho Mirage, Palm Springs Bureau of Tourism • Reporting (2/8/13-5/31/13): Clicks to Landing Page: 42,196 (Goal = 50k)/ E-mail and Postal Leads Delivered: 16,665/ Facebook Fans Generated: 16,668 -22,160 (Goal = 13k- 15k)/ Banner Ad Impressions Delivered: 13,103,781 • Leads Generated (E-mail, Address): o Indian Wells: 18,798 1 o Palm Desert: 18,790 " o Rancho Mirage: 18,790 o Palm Springs Bureau of Tourism: 18,007 • Facebook Fans Generated: o Indian Wells: 979 a )kuForE�Q [111g; o Palm Desert: 2,694 o Rancho Mirage: 863 4cl3 10 YI1N o Palm Springs Bureau of Tourism: 1,001 • Landing Page featured a rotation of City events and City Listings ® r t Page 15 WestJet Up! Magazine (February&March) • Included nine page editorial section • Included in seatbacks of all WestJet flights • Impressions: 2,1 00,000/month • The City of Palm Springs was featured in the editorial as well as Arthur Lyons Film Nair Festival, Palm Springs Smooth Jazz Festival, Greater Palm Springs Restaurant Week, Palm Springs International ShortFest, Palm Springs Aerial Tramway, Indian Canyons,Tahquitz Canyon, Palm Springs Air Museum, Wet 'N Wild Palm Springs, Agua Caliente Cultural Museum, Dinah Shore Weekend, Palm Springs Women's Jazz Festival, American Documentary Film Festival, Palm Springs Art Museum, White Party, Fabulous Palm Springs Follies, Spa Resort Casino, Palm Canyon Shopping District and Palm Springs VillageFest. horuwlwW+ -- ■ w. •r • Arit� .4 r • r WestJet Up! Magazine (November) — • Included nine page editorial section 'S Included in seatback of all WestJet flights • Impressions: 2,1 00,000/month • The City of Palm Springs was featured in the editorial - I as well Tour de Palm Springs, Modernism Week, Palm Springs Air Museum, Fabulous Palm Springs Follies, Palm Springs International Film Festival, Palm Springs VillageFest, Veteran's Day Parade, McCormick's Palm Springs Collector Car Auction, Festival of Lights Parade, Walk of the Inns, Palm Springs Fine Art Fair and ��— Palm Canyon Shopping District Alaska Airlines(November) • Included 21 page editorial section • Included in seatback of all Alaska Airlines flights -- -- • Impressions: 1,605,275/month • The City of Palm Springs was featured in the editorial Eff as well as Agua Caliente Cultural Museum, Al Dente �_ - Trattoria, Elvis Honeymoon Hideaway/Alexander w Estate, Hard Rock Hotel Palm Springs, Indian Canyons, =■ Las Casuelas Terraza, Lavendar Bistro, Le Vallauris, _. LG's Prime Steakhouse Palm Springs, Modernism Week, Palm Canyon Theatre, Palm Springs Aerial Tramway, Palm Sprint Air Museum, Palm Springs Art Museum, Fabulous Palm Springs Follies, Palm springs Historical Society, Palm Springs International Film Festival, Peaks Restaurant, Riviera Palm Springs, Smoke Tree Stables, Trio Restaurant, Wet 'N Wild Palm Springs and Workshop Kitchen + Bar Page 16 Summer Drive Market Goal: Support off-season travel from Southern California. Chill Seeker Campaign (May-August) • Integrated campaign including: o Travel segments on ABC during Good Morning America o TV commercials on KABC and Time Warner Cable network o Digital billboards throughout Los Angeles .m.. •�+, o An aggressive online program • Reporting (5/l/13-8/5/13): o Total Clicks: 19,478 o Partner Clicks: 4,925 o Campaign E-blasts:sent to 575,920 e-mail addresses o Digital Impressions:23,996,441 _ o KABC Impressions:8,984,376 o Billboard Update: 22 Digital Billboards in rotation each month plus 17 LA Live boards (May) • Mentioned in ABC Travel Segments • The City of Palm Springs was featured in the travel segments as well as Saguaro Palm Springs, Palm springs Aerial Tramway, Ace Hotel & Swim Club, Parker Palm Springs, Downtown Palm Springs, Indian Canyons, Palm Springs Art Museum, Forever Marilyn, LuLu Palm Springs, Palm Springs International Film Festival, Palm Springs International ShortFest, Renaissance Palm Springs and Wet 'N Wild Palm Spring Lifestyle/Travel Publications Goal: Develop inspiration to travel, build brand awareness and attract leisure/media/client attention. Travel Agent Magazine(October) • Travel Professional Subscribers: 50,000 • City events mentioned within event-based two page spread • The City of Palm Springs was featured in the two-page spread including Palm Springs International Film Festival,Tour de Palm Springs, Palm Springs Fine Art Fair, McCormick Classic Car Show and Auction, Native American Film Festival, American Documentary Film e - Festival, Clubskirts Presents The Dinah, Palm Springs Women's 1 -= Jazz Festival, White Party, Arthur —' —' - Lyons Film Noir Festival, Palm ° -- Springs Air Museum, Palm Springs , s. International ShortFest, Amgen _ Tour of California, Greater Palm Springs Restaurant Week and in Modernism Week Page 17 Weddings Goal: Establish the growing wedding/romance market including honeymoons, anniversaries and parties. The Knot(December) • National, subscriber-based and rack-sold bridal focused publication Y• • Impressions: 185,166 Online i .t Goal: Increase destination discovery, planning and lead generation. r Trovelzoo (October- December) e� ,. E-news(October 31) Deals Page(October-December) • Sent to 6.5 million subscribers • Ace Hotel &Swim Club, Marquis Villas Resort, Viceroy Palm Springs, Escena Golf Club and Palm Springs International Airport were featured in addition to the City of Palm Springs. Page 18 Visit California Partnership Goal: Partner with State of California to extend reach into domestic and international markets Visit California-State Visitor Guide and Travel Planner • Distribution:500,000 • Visit Calif omia fulfillment packets • Sales missions, consumer and travel trade shows (international and domestic); • California Welcome Centers and DMOs; overseas contractors;Sunset Magazine events and newsstand sales; and online • Featured Partners: Cities of Palm - Desert, Indian Wells and La Quinta • Reporting/Lead ing/Lead Generation: o Greater Palm Springs CVB: 726 . .. o City of Palm Desert: 676 o City of Indian Wells: 656 o City of La Quinta: 614 •v` • Top Lead Generation States: o California- 144 leads o Pennsylvania-37leads o Florida-34 leads o New York-33 leads o Illinois-31leads o Ohio-31 leads Visit California Digital Co-op(Spring/Summer 2013) • Distribution: 1 million emails were sent to targeted domestic consumers to deliver the planner including targeted Canadian consumers. • Facebook Banner Ads: 24 million banner ad impressions driving 3,160 targeted users from Facebook.com to the digital travel planner. • Sojern: 13.3 million impressions utilizing behavioral targeting, retargeting and boarding pass banners to reach potential and confirmed California travel consumers. • Coverleaf.com:The digital travel planner is featured in the Madden Media-exclusive Travel section on Coverieaf.com,where it is available to over 2.4 million member subscribers. • ReasonsToGoTm5.4 Mobile distribution is included through Madden Media's app. r• • Quality Viewership Delivered (entire section): I LIM t; i s o 77,190 page views 0 21,007 unique users cN6 AwJ n». srx.�w 44 o 18,604 interactive module views 0 1,123 Page Views to Greater Palm Springs - o 38.3 Million digital impressions delivered • The City of Palm Springs was featured with - - f -Allb- events such as the Palm Springs International 'Y c•. 1' Film Festival,Tour de Palm Springs, Palm _ Springs Fine Art Fair, McCormick Classic Car Show and Auction, Native American Film Festival, American Documentary Film Festival, Clubskirts Presents The Dinah, Palm Springs Women's Jazz Festival, White Party, Arthur Lyons Film Noir Festival, Palm Springs Air Museum, Palm Springs International ShortFest, Modernism Week, Indian Canyons, VillageFest, Walk of the Inns, Pride Festival, Desert Aids Walk and Cinema Diverse Film Festival Page 19 Greater Palm Springs Collateral/Guides Greater Palm Springs Visitors Guide(2013) • Distribution: 25,000 copies • CA State Visitor Centers • CVB Fulfilment • Travel Tradeshows • International Office (UK & Germany) • CVB Website (31,000+ monthly visitors) 15 'W,( , l Palm Springs Life September in-market annual issue • Distribution: 90,175 - • Newsstands (over 350 throughout Greater Palm Springs) • 22,000- Bound in Palm Springs Life • 18,260-Maintained in hotel rooms throughout the year _ The Desert Guide/The Guide-Monthly in-market visitor publication • Distribution: 90,175 • Newsstands (over 350 throughout Greater Palm Springs) • 22,000-Bound in Palm Springs Life 18,260-Maintained in hotel rooms throughout the year Destination Map • Distribution: 15,000/year • Visitor centers, tradeshows and direct to clients and visitors throughout the year • Cities were featured with photo and description along with detailed map Page 20 Travel Industry Sales Summary FAMS & Site Inspections: In 2013, the Travel Industry Sales Department coordinated 40 Familiarization Tours (FAMS) and site inspections, bringing in 350 travel professionals to Greater Palm Springs. The following FAMS and site inspections were hosted by a Palm Springs property and/or company: • Qantas Holidays Travel Agent FAM (12 travel agents-Australia): Qantas Qantas Holidays, part of Jetset Travelworld Group, sells accommodations from budget to luxury, coach tours, mini tours, sightseeing and car hire. Holidays are sold primarily via travel agents and through a global network of resellers. Qantas hosted their travel agent appreciation event in Los Angeles and 12 agents visited Palm Springs for the day. o Partner Participation: Palm Springs Aerial Tramway, LuLu California Bistro • Sun Country Airlines FAM (12 travel agents-Minneapolis, MN): The CVB partnered with Sun Country Airlines to bring 12 of their top travel professionals from Minneapolis to experience the destination. o Partner Participation: Renaissance Palm Springs, Hyatt Palm Springs, Kaiser Grille, Palm Springs VillageFest, Curve Palm Springs, Palm Springs Aerial Tramway, Matchbox Pizza Bistro, Palm Springs Air Museum, Riviera Palm Springs • Carlson Wagonlit Travel Site Inspection (1 client-Woodland Hills, CA): Carlson Wagonlit Travel (CWT) handles both business and leisure clients operating in157 countries, with 22,000 employees. CWT is also a member of Virtuoso, the world's foremost by invitation-only luxury travel provider. The CVB assisted and escorted Richie Selva, a travel agent at CWT with an activity itinerary. o Partner Participation: Palm Springs Aerial Tramway, Fabulous Palm Springs Follies • Let's Travel/Away to Travel Site Inspection (2 clients-Santa Monica, CA): The CVB conducted sites for Ilene Koenig, Let's Travel (Plaza Travel/Virtuoso), and Barbara Lamel, Away To Travel/Cruise Connection. Ilene brings a leisure group to Palm Springs annually and wanted to familiarize herself with a few other hotels in Downtown Palm Springs, as well as activities to add to her group's itinerary. o Partner Participation: Hyatt Palm Springs, Fabulous Palm Springs Follies • Bonotel Exclusive Site Inspection (1 client-Las Vegas, NV): Matt Hamm, Director of Contracting West Coast was in town conducting site inspections at boutique hotels for the Greater Palm Springs portfolio. Bonotel Exclusive Travel is known as a unique receptive tour operator specializing in deluxe hotels and resorts, upscale boutique hotels and National Park accommodations throughout the United States and Canada. o Partner Participation: Horizon Hotel, Posh Palm Springs, Los Arboles, Andreas Hotel &Spa, Korakia Pensione • Scott Dunn Site Inspection (1 client- London, United Kingdom): a tour operator specializing in luxury holidays. Moudie Thomslin, product manager was in town conducting site inspections at luxury resorts/hotels to feature on their website. o Partner Participation: Viceroy Palm Springs Resort, Riviera Palm Springs, Palm Springs Aerial Tramway, The Willows Historic Inn, Parker Palm Springs • Marriott Mission Event & FAM (48 clients-Domestic & International): Marriott International invited top 50 leisure accounts to take part in a meeting that offers pre-scheduled one-on- one appointments between buyers and travel suppliers, educational seminars and an activity day. JW Marriott Desert Springs Resort hosted the 20th Marriott Mission on April 9-12, 2013. The CVB was a main sponsor and had the opportunity to attend the event as well as organize the activity day. o Partner Participation: Smoke Tree Stables (activity day) Page 21 • Virgin Atlantic & Travelmole Site Inspection (2 clients-London, United Kingdom): The destination hosted Champion of Champions in December, a golf competition for the United Kingdom travel trade. Virgin Atlantic invited 100 owners, CEOs and senior directors, from travel companies to play in four golf tournaments to qualify for a spot to play in the final round in Greater Palm Springs. o Partner Participation: Indian Canyons Golf Resort, Tahquitz Creek Golf Resort, Riviera Palm Springs • Virgin Holidays Site Inspection (5 clients-London, United Kingdom): Virgin Holidays is the largest transatlantic tour operator in the United Kingdom and the market leader in providing holidays to the U.S. and Caribbean. The Product Team was in Palm Springs prior to International Pow Wow (IPW) to conduct sites and meeting with current hotel product and attractions. o Partner Participation: Riviera Palm Springs, Palm Springs Aerial Tramway • Jiangsu Salinity Overseas Tourist Co Ltd. Site Inspection (1 client-China): A large international travel agency specializing in inbound tourism, outbound tourism, domestic tourism, air ticketing, business investigations and international conference reservation services. o Partner Participation: Palm Mountain Resort, Renaissance Palm Springs • Creative Escapes Site Inspection(2 clients-London, United Kingdom): An independent tour operator specializing in creative hands on, tailor-made holidays around the world. Due to their success, Creative Escapes was looking to expand into the USA and had Marcus Doyle (www.marcusdoyle.co.uk), an award-winning photographer accompany Jon Cunningham, to document their trip to California. o Partner Participation: Palm Springs Aerial Tramway, ACE Hotel & Swim Club, Colony Palms Hotel • Frontier Travel Site Inspection (1 client-London, United Kingdom): An independent tour operator specializing in tailor-made holidays to Canada. Due to the success of their extensive Frontier Canada program of fly-drive and adventure-based holidays, they are expanding into the USA, highlighting California and Greater Palm Springs. Their clients are a combination of couples booking four and five star properties. o Partner Participation: The Willows Historic Inn, Parker Palm Springs • Travel-pa Destination Visit(1 client-London, United Kingdom): A new division of Sunset Travel Ltd and Luxury Holidays Direct, offering luxury holidays for their clientele. o Partner Participation: Renaissance Palm Springs • STA Travel Fitzroy Destination Visit(1 client-United Kingdom): The world's leader in student and youth travel,with a global network of over 400 branches worldwide. Jake Cassar was one of the travel agents that won our Greater Palm Springs giveaway during the July 2012 European Sales Mission. o Participating Partners: ACE Hotel & Swim Club, Downtown Palm Springs • UK Super FAM(12 clients - United Kingdom & Ireland):The CVB hosted a group of agents during the UK Super FAM. Each California region had a theme, the Greater Palm Springs theme was Luxury. This FAM is one of the most high profile events in the UK/Ireland exposing California to the entire travel trade via a booking incentive and prominent advertising campaign with Travel Weekly. o Partner Participation: Riviera Palm Springs,Tropical Restaurant, Hard Rock Hotel Palm Springs, Viceroy Palm Springs • Meier's Weltrelsen FAM& Workshop(85 clients-Germany): The 2013"Go West"familiarization tour and workshop took place in California showcasing different regions of California to 85 German travel agents.The travel agents were invited by Meier's Weltreisen, one of the top German tour operators, to experience California. The CVB hosted one of the FAM groups and attended the final night event in San Francisco. o Partner Participation: Rivera Palm Springs, Palm Springs Aerial Tramway, Palm Mountain Resort Page 22 • America International Travel Service(AITS) FAM & China Ready Workshop (22 clients- China): CVB partnered with Visit California to host Chinese tour operators and conduct a "China Ready"seminar for Southern California industry suppliers. These two programs showcased Greater Palm Springs to top tour companies in China as well as four U.S. based receptive tour operators. o Partner Participation: Palm Springs Aerial Tramway • Travel Weekly Cover Stars FAM (15 clients-United Kingdom): Travel Weekly UK is running a year-long promotion with California to feature 12 travel agents on the cover of their monthly magazines direct to the travel trade.The CVB partnered with Black Diamond to host these agents and set-up photo shoots to showcase Greater Palm Springs.The destination will be featured on at least four of the covers in 2014. o Partner Participation:Saguaro Palm Springs, Palm Springs Aerial Tramway, Viceroy Palm Springs, Lin Lines, Inc. • CTSHK Shenzhen International Travel Service Site Inspection(4 clients-China): China Travel Service Shenzhen (CTSHS) was in town with four staff members from their American Department. o Participating Partners: Palm Springs Aerial Tramway • Champion of Champions Golf Tournament(20 clients-London, United Kingdom): Greater Palm Springs hosted the Champion of Champions Golf Tournament attended by 20 high level travel professionals from the United Kingdom & Ireland. Virgin Atlantic invites 100 of their top customers from a range of travel companies to play in four golf tournaments throughout the year in London. The top golfers across all four tournaments win a spot to play in the final round in Greater Palm Springs. o Partner Participation: Riviera Palm Springs • Brand USA China Tour Operator FAM(21 clients-China): Brand USA's China office organized a FAM for travel trade managers, media Brand USA, AVIAREPS and Hainan Airlines representatives. Brand USA China worked with Hainan Airlines, one of the biggest airlines in China on a new USA itinerary to promote their direct flights from Beijing to Chicago and Seattle.The group traveled from Chicago to Los Angeles, Newport Beach, Temecula, Greater Palm Springs and departed from Seattle. o Partner Participation: Palm Springs Aerial Tramway • The Jaffa Company Site Inspection (2 clients-Seattle, WA): CVB coordinated site inspections for Tom and Diane Jaffa owners of The Jaffa Company. They are interested in developing groups to the destination. The CVB arranged site visits with six CVB Partners. o Partner Participation: Hilton Palm Springs, Spa Resort Casino, Renaissance Palm Springs, Riviera Palm Springs, Escena Golf Course, Indian Canyons Golf Course,Tahquitz Creek Golf Course • Eugene Tour and Travel Site Inspection, (1 client-Eugene, OR): Colleen Rudd, travel consultant with Eugene Tour and Travel, met with the CVB while in town. Rudd won a drawing for a trip to Greater Palm Springs including airfare on Allegiant Air from a travel agent event in November 2012. o Partner Participation: The Saguaro, Viceroy Palm Springs • AAA Washington Site Inspection (1 client-Seattle, WA): Sally Annabella,Travel Counselor visited Greater Palm Springs. o Partner Participation: Palm Springs Air Museum, VillageFest, Kaiser Grill, Palm Springs Aerial Tramway • NYC Group Tours Site Inspection (1 client- New York, NY & Palm Springs, CA): Melinda Marinoff, owner of NYC Group Tours and Patriotic Performances, is creating Greater Palm Springs travel package website for 2014. c Partner Participation:The Horizon Hotel, Viceroy Palm Springs, Orbit In, Korakia Pensione Page 23 • ALTOUR International Site Inspection (1 client-Los Angeles, CA): This agency has grown to over$850 million in sales and ranks among the largest agencies serving the luxury and mid- market travel niches. ALTOUR has 63 offices and more than 1,000 travel professionals throughout the United States and in Europe. In 2009, ALTOUR signed a joint program with American Express Travel.The agreement is designed to strengthen and expand services for American Express U.S. Representative Travel Network and ALTOUR's travelers around the globe. o Partner Participation:The Historic Willows Inn,The Sparrows, Horizon Hotel, Le Vallauris • TierOne Travel Site Inspection (1 client-Calgary, Canada):TierOne is a well-established, full- service travel agency, utilizing the services of highly experienced travel professionals. Its agents are all self-employed,while operating under the umbrella of TierOne Travel. TierOneTravel is one of Western Canada's highest volume travel agencies, and the top Canadian agency in the Ensemble Travel Group for 2012. o Partner Participation: Renaissance Palm Springs, Palm Springs Aerial Tramway • Motor Coach Tour Operator FAM(7 clients-United States): The CVB hosted a FAM for motor coach tour operators to highlight group offerings in the destination. The FAM consisted of operators from Main Street Tours, Bartlett Tours, All Aboard America and Allegiant Travel Company. o Partner Participation: The Saguaro Palm Springs, Lulu California Bistro,The Monroe Hotel, Matchbox, Palm Springs Aerial Tramway, Riviera Palm Springs Sales Missions/Tradeshows: The CVB attended 17 tradeshows and conducted 19 sales missions/destination trainings in 2013. A Palm Springs property and/or company participated in the following: • Go West Summit-Fort Worth, TX: A unique business setting structured specifically to give Western suppliers the chance to meet with international tour operators and US based receptive operators. o Partner Participation: Palm Mountain Resort • New York Sales Mission-New York City, NY: Targeted 177 travel agents in Manhattan, Long Island, Westchester and the Greater Philadelphia area. Hosted a client event in New York City with Virgin America. o Partner Participation: Renaissance Palm Springs • Minneapolis Client Event with Sun Country Vacations-Minneapolis, MN: Provided destination training, including information on air service, activities, activities and destination hotel product to 38 travel agents in the Greater Minneapolis area. o Partner Participation: Palm Springs Bureau of Tourism • U.S Travel's International Pow Wow(IPW)-Las Vegas, NV: IPW is the largest domestic tradeshow for international inbound travel.The CVB had 83 scheduled appointments with international and domestic tour operators to discuss current and potential product, future bookings and co-op marketing opportunities.This year had record attendance with 6,300 delegates including the largest buyer delegation of 1,300 buyers from 70 countries. o Partner Participation: Palm Mountain Resort • MLT University-Minneapolis, MN: A unique business setting structured specifically to give MLT Vacations suppliers a chance to meet with domestic and international travel agents who book vacation package through MLT Vacations. The CVB met with 281 agents. o Partner Participation: Palm Springs Bureau of Tourism • Canada Sales Mission-Vancouver, Victoria, Calgary: Targeted 114 travel agents in Vancouver, Victoria and Calgary. Hosted three client events and two pre-scheduled reservation call center appointments at GOGO Worldwide Vacations and Thomas Cook Canada. o Partner Participation: Palm Mountain Resort, Riviera Palm Springs, Saguaro Palm Springs Page 24 • Northern California Tradeshows-Sacramento, Concord, Burlingame, Mountain View, CA: Attended four mini-tradeshows in Northern California targeting 146 travel professionals. Conducted sales calls to 12 travel agencies in Northern California. o Partner Participation (brochure distribution): Palm Springs Follies, Palm Mountain Resort • Spotlight on the Southwest - Tucson, AZ: A tourism conference focused on motor coach product and offerings specifically in the southwest region.The CVB designed a flyer highlighting Partners interested in group business. o Partner Participation: Palm Springs Follies (Flyer Participation) • AAA Costa Mesa Call Center-Costa Mesa, CA: conducted a mini tradeshow at the Automobile Club of Southern California's main call center.38 travel agents attended. o Partner Participation: The Palm Springs Follies • Southern California Sales Mission-Orange County, Los Angeles, CA:The CVB hosted two client events and visited 10 AAA offices in southern California to educate agents on Greater Palm Springs. o Partner Participation: Ace Hotel &Swim Club,The Curve, Hard Rock Hotel Palm Springs, Riviera Palm Springs,The Saguaro, Vagabond Inn o Partner Brochure Participation: Palm Springs Vacation Travel • Pacific Northwest Sales Mission-Portland, OR and Seattle, WA:The mission consisted of visits to 20 travel offices and two evening client events. The focus of the sales mission was to educate agents on Greater Palm Springs, CVB services, and new product. o Partner Participation: Palm Springs Bureau of Tourism, Viceroy Palm Springs o Partner Brochure Participation: Ivy Palm Resort, Indian Canyons Golf Resort, Palm Springs Vacation Travel. • China Sales Mission-Guangzhou, Hangzhou, Shanghai, China: The CVB attended Visit Califomia's China Sales Mission, meeting with tour operators, travel agents and media in Guangzhou, Hangzhou and Shanghai. One-on-One meetings,sales calls and destination presentations took place. Greater Palm Springs is working to develop this market and to be "China Ready"with translated materials and website. o Chinese Flyer Partner Participation: Ivy Palm Resort &Spa For the China Sales Mission, the CVB translated the Destination Map and other marketing materials into Chinese.The City of Palm Springs was included in these collateral items. _ Chinese Translated Map: used in market and distribution on FAM tours (print 15,000) as well as the China Sales Mission. ■ ■ WWI sue__ Page 25 9,.,#�.paln.P—q.. :o: im ,� Chinese Flyer: distributed during _ China Sales Mission and Chinese FAMs (print 1,000). Partner Opportunities: TIS offers Partners the opportunity to be featured in marketing campaigns, attend client workshops, participate in client giveaways and/or participate webinar training. The following TIS opportunities were attended by a Palm Springs property and/or company: • TIS Vision 2013:The TIS Department hosted a meeting for 30 CVB Partners to gain a better understanding of the department and how to capture domestic and international business. Speakers included the Palm Springs International Airport and Visit California. o Partner Participation: Palm Mountain Resort,Saguaro Palm Springs,The Curve Palm Springs, Indian Canyons Golf Resort, Renaissance Palm Springs,Tahquitz Creek Golf Resort, Resort Marketing, McLean Company Rentals, Palm Springs Bureau of Tourism, Hotel Zoso, Joshua Tree National Park, Brighthaus Marketing • International Workshop:TIS hosted a Partner meeting on "How to Reach the International Markets" at Omni Rancho Las Palmas Resort.This meeting presented Partners on how to effectively market their company, develop offerings and packages and provide the right customer service to An business in key international markets. Guest speaker, Denise Pirrotti Hummel gave an interactive presentation on the China market to 18 CVB Partners. o Partner Participation: Palm Springs Bureau of Tourism, Go Rentals, Palm Mountain Resort, The Curve Palm Springs • Aspire Luxury Form-London, United Kingdom: a show organized by Travel Weekly's Luxury Travel Club and one of the most popular luxury travel trade shows in the United Kingdom.The CVB had a competition running for the month of April on Aspire's website to win a seven- night holiday to Greater Palm Springs. o Partner Participation: Palm Springs Aerial Tramway (gift certificate) • Air France Training Day-Paris, London: Visit California and Air France partnered on a dedicated California training day for top travel agents in France. Agents from Nice, Marseille,Toulouse, Bordeaux, and Lyon were invited to Paris for a day of California training. The CVB was one of 12 California suppliers featured which included a 20 minute presentations on Greater Palm Springs. o Partner Participation: Renaissance Palm Springs (gift certificate) • Association of Canadian Travel Agents(ACTA)Webinar:This presentation included key selling points for the destination and presentations by eight CVB Partners. Agents were incentivized to participate in the webinar with a chance to win one of four vacation packages. o Partner Participation: Ace Hotel &Swim Club, Saguaro Palm Springs, Viceroy Palm Springs Page 26 Air New Zealand Competition - London, United Kingdom: A newsletter was sent to 6,500 travel agents to win a Greater Palm Springs holiday. The competition was announced in TTG (trade magazine) and on Air New Zealand's website. o Partner Participation: Palm Springs Aerial Tramway (gift certificate) • GTA Workshop: Hylton Fothergill,Senior Development Executive for GTA conducted a workshop for CVB Partners on their new self-manage hotel booking system. GTA is a world leader in providing ground travel products and services to the frequent independent travel (FIT) industry. Hylton also conducted site inspections at hotels product not currently contracted with GTA. o Partner Participation: The Willows Historic Inn, Viceroy Palm Springs Resort, Los Arboles Hotel,The Saguaro Hotel • PROST Luncheon: Arranged by the CVB, the February, May and September FROST networking events for travel industry professionals were held at Palm Springs locations.Travel professionals attended the luncheons including agents from Protravel, Worldview Travel, Towne Centre Travel, Corniche, and New Act Travel. o Partner Participation: Viceroy Palm Springs, Colony 29, Dash &a Handful Catering, The Riviera • American Bus Association(ABA)Top 100 Events of 2014: ABA publishes their annual'Top 100 Events in North America"as a supplement to the September/October issue of Destinations Magazine. Voted on by a panel of travel industry professionals, the list highlights top fairs, festival, parades, exhibits, theater and shows. Motor coach tour operators, travel professionals, and the general public reference the list as a guide for potential leisure travel opportunities. The CVB nominated three events for 2014's list. o Partner Participation: VillageFest (entry/nomination) • Main Street Tours Annual Group Leader Event-Anaheim, CA: Main Street Tours, a tour operator in California, invited their top producing group leaders to an event where they distributed their new 2014 tour brochure. The destination has five tours featured in the upcoming season. The CVB provided raffle prizes and interacted with the group leaders to promote the destination. o Partner Participation: Palm Springs Air Museum (gift certificate), Palm Springs Aerial Tramway(gift certificate) One-Sheet Destination Flyer: • _ Distributed at tradeshows, sales _ missions, included in sales packets, "_ and emailed to clients. CVB 91° "°° '9"' 0obuI°°°cd,.• —°^•sreo1dei1^°°° Partners have the opportunity to be included on this Destination Flyer. (distribution 3,000) Page 27 The CVB represents the City of Palm Springs in all tradeshows, sales missions and destination product trainings it attends/host beyond Just the ones Partners from the city participate in. Although Partners from the City of Palm Springs did not participate in the following programs,the CVB participated on behalf of Palm Springs Partners in 2013: Tradeshows: • American Bus Association (ABA) Marketplace (January 5-10: Charlotte, NC) • National Tour Association Travel Exchange (January 20-24: Orlando, FL) • LA Tradeshow (February 25-27: Los Angeles, CA) • Active America China (March 26-28: Philadelphia, PA) • Marriott Mission Event &Tradeshow, (March 9-11: Greater Palm Springs, CA) • IAGTO North American Convention (June 26-28: Marco Island, FL) • Ensemble Travel Conference (November 1-4: Colorado Springs, CO) • World Travel Market (November 3-7: London, UK) • Signature Travel Network Convention (November 14-17: Las Vegas, NV) • U.S.Tour Operator Association (USTOA) Convention (December 4-7:Scottsdale, AZ) Domestic & International Sales Missions & Client Events: • Arizona Sales Calls (March 23-25: Tucson, Phoenix,Scottsdale, AZ) • UK Sales Mission & Client Events (July 1-5: Glasgow, London, United Kingdom) • Visit California Canada Sales Mission (July 8-12: Montreal,Toronto, Vancouver, Canada) • Las Vegas Sales Mission (July 26-28: Las Vegas, NV) • China Sales Mission (October 20-25: Guangzhou, Hangzhou,Shanghai, China) • Consortium Sales Mission (December 10-12: Orange County, Los Angeles, CA) Destination Product Trainina & Webinors: • Visit USA France Workshops (January 31, February 7 & 13: Lyon, Lille, Paris) • Agent Q Home Virtual Expo (March 27-28: Greater Palm Springs) • American Express Centurion Call Center Training (September 4-5: Salt Lake City, UT & Phoenix, AZ) ® Tr Presentations: The CVB e CVB represents the City of Palm Springs and Partners during presentations and destination Palm Springs trainings throughout the year. Ceweoraing 75'Annivw;ary (conducted presentations to over • HotyWood'5 Playgr nd • Top AHroctionstAcvvfT -Porm$YIgsAIrioJra Woy. 700 travel professionals) Pawn Springs Ar Museum.Pown SpnngsM Museum,Pawn Canyon Dive.vogeFest.wet'nwid Po!m Springs • Hot Mine ,Soos Casino Desert Hot Springs • Hot M:nwa:Spas c000t's Pueoo Museum Calhedral City • Fomry Ente,16nment • Top AttMctions/ACtiYM s•Fovntdn of Lrifein TownSquae, 1 Desert IMM.Mary PxWord Theohes.Big • Leogue DreomsSDortsPark.600mers! Page 28 . ... :.:.... GREATER •� palm springs =• convention&visifors bureau -� ,timT��\\\ °"�„• ��` rat`; o I � e Imo; � �� n • � Y � ' v '1 >Kle p A' M •�fi r W �� 1 r ��1 T► �1`i�a�'i ��� r `` ��' ,"° �� ,' t .tea.� \ greater palm springs convent ion • bureau Confenfs president/ceo's welcome 3 2013-2016 greater palm springs CVB strategic plan 4 JPA&HIBC board members S vision&mission 10 brand 11 economic impact of tourism in greater palm springs 14 the 2014 southern california lodging forecast 16 consumer marketing 20 convention sales 40 travel industry sales 54 community relations 66 CVB staff 76 — greater palm springs convention&visitors bureau 1 _ 1 s F r r AT "The infusion of TMD revenue provides an unparalleled opportunity to singularly brand the destination." - Tim Ellis Chair,Greafer Palm Springs CVB Board of Direcfors creating economic success thr• • visitor • • Welcome. The Greater Palm Springs Convention&Visifors Bursau's effort to achieve economic success through tourism is truly all encompassing.If's a commitment that is amplified though our partnership wifh over 1,300 businesses across Riverside County's nine city regions within Greafer Palm Springs. This year's CVB Business Plan is based on analysis of proprietary research as well as industry data, which provides a clear,concise,and acfionable plan for customer inspiration and engagement. Based on a strong belief that analyfics are fhe baseline for ROI,the CVB set out fo aggregate the most accurate and relevant research available from industry sources.In addif ion,we conducted our own research during the branding process.The results revealed that many pofential visitors harbored multiple misconceptions about Greater Palm Springs—misconcepf ionsthat confribute significant barriers to visitation. The research uncovered negative perceptions like"little fo do,""hot all fhe time,""it's just a refirement community,""too expensive,"and"difficult to get to"asjust some of the reasons not fo visit.Armed with a deeper understanding of these barriers,a plan has been implemented to address and change perceptions of Greater Palm Springs. The plan received a significant vote of confidence when an additional assessment on lodging sfays was approved in June 2013 by a unanimous vote of the Greater Palm Springs CVB Joinf Powers Aufhority Executive Committee.Earmarked solely for destination markefing,the new Tourism Marketing District(TMD)proceeds represent a funding increase of 36.5 percent,increasing outreach by over$3m annually. Consumers are now presented with a consistent,compelling,and unified message fhrough national media—the scope of which is for beyond the capacity of individual cifies or lodging Partners.By leveraging this increased buying power and reach,the CVB is able to compete nationally,and infernafionally,in a manner that was unthinkoblejust a few short years ago.The possibilities extend even further,as TMD funds allow the CVB and Palm Springs International Airport fojoin forces to expand air service and more effectively target emerging markets.Every area for improvement is being mined for greater success. The challenges are great,buf the opportunities—even greater!Creafing economic success through visitor impacf is not only fhe region's fufure,but for Greafer Palm Springs,it's Job One. e President&Chief Executive Officer grealer palm springs convention&visifors bureau president/eeo's welcome 3 1 1 • greater palm springs • - • • • The CVB Board of Directors(also known as f he 32-memberHospifalify Ind ustry£BusinessCouncil-HIBC)held a strategic planning session in September 2013 to: •Discuss the climate and Ireads of tourism and hospitality in Greater Palm Springs. yf •Revise the Strategic Plan to meet fhe changing needs of the organ izof ion,the tourism industry and visitors to fhe Coachella Valley. New Plan Objectives: Organizational Funding,Susfainability and Growth to Maintain Competitive Position In June 2013,a Tourism Marketing District(TM D)assessment of 1%on"gross room rental revenue from lodging businesses with 50 a more sleeping room s"was levied. Collection began August 1,2013,accomplishing the primary goal set last year to increase f undi ng. With additional collection outlets now firmly in place,the 2014funding goal is to affect an increase in market occupancy/room rate,and therefore,higher cal lecfian levels, through these sources,with a comprehensive and enhanced sales&marketing/media plan. Tactics: • Explore funding options for air service subsidies(minimum revenue guarantees)to address off-season and shoulder season air capacity. •Research and evaluate entrepreneurial initiatives and cuffing-edge marketing technologies that allow GPSCVB to increase revenues from a variety of direct marketing efforts.Aggressively pursue e-commerce based initiatives that align destination products with revenue generating sources. •Research acceptable funding methods to better integrate lodging (less than 50 units)and vacation rental properties. •Evaluate the 2%TBID structure and the long-farm renewal processes of both assessment districts. Destination Development Plan As the leaders of the region's tourism industry,it is critical for the GPSCVB to clearly identify challenges and opportunities,to establish strategies and identify best practices designed to help grow visitation to Greater Palm Springs.The goal is to increase travel in all travel segments including meetings&conventions,leisure and international travel trade(four operators and wholesalers). 4 2013-2016 strategi c plan greater palm springs convention&visifors bureau r Tactics: •Esfablish a desfinafion developmenf plan to include a priorifylisf of specific product developments fhaf will enable growth in both leisure and meefing 6 convenfion business.The primary objective is fo grow business mid-week(Sunday-Wednesday). •Review existing attractions and events and make recommendations on how the GPSCVB and local municipalities can assist the affracfions and events with preserving,profecfing and growing their businesses. •Review and idenfifyways the destination can create programs and events to drive demand for the summer and fall periods(May-December). •Review,analyze and make recommendations to capture greater market share from international segments. •Provide comparisons and best practices with similar destinations that were able to bring multiple cities together to growfourism with an emphasis on generating newjobs,growing the fax base and adding to the attractiveness model of the Greater Palm Springs region. •Evaluate current air service and provide recommendations on ways the region can collaborate to grow air service.Provide comparisons and best practices with similar destinations that have been successful with increasing air service. The timeline for this project requires selection and contracting of the firm to develop the long-term destination development strategy by first quarter 2014.The scope of 4 work should be completed in 12-18 months. Destination Infrastructure Supporting the Leisure and Group Markets Continue bringing together industry leaders to infuse their viewpoints into the on-going discussions of the CVB Board of Directors,identifying and supporting short, mid and long-term requirements of destination infrastructure.Additionally,safeguard the CVB's voice and credibility in community decision-making processes for the advancement of destination infrastructures,which will keep Greater Palm Springs competitive and ensure qualify visitor experiences. Tactics: •Establish an industry-wide processfo evaluate area infrasfrucfuresfhaf affect growth and tourism industry success;develop Timelines for addressing the impacts of current and proposed projects;inventory destination assets;and overlay infrastructure components that enhance or limit availability and access to these assets. •Conduct research to identify and learn from competitive desfinafions;define short,mid and long-term infrastrucfure needs to maintain and enhance competitive position;design a process and communication strategy to ensure that community decision-makers remainaware of the economic importance of the infrastructure amendments identified;and focus work plans and align messaging that differentiate the Greater Palm Springs desfinafion to achieve the desired qualifies for visitor experiences. greater palm springs convention&visitors bureau 2013-2016sfralagicplan 5 2013-2016 greater palm springs CVB strategic plan •Maintain support and initiate plans to expand special event programming that enhances the brand and increases consumer traffic in shoulder seasons. •Support hotel improvements fhot enhance appeal in fhe off-season.Encourage development of new products to drive new demand. -In ifiole a comprehensive destination planning process that results in a planning sfrafegyfargefing long range destination development and indusfry infrastructure.Development of new products fo drive demand. Program Diversification Continue infernal planning of program prioritization to include leisure and international markets in tandem with convention and group sales.Further advance the new brand platform through traditional and technology based distribution channels. Tactics; •Build comprehensive sales plans that prioritize new segments designed fo address group booking requirements. •Re-prioritize leisure segments and research technological applications fhaf enhance reach fo targeted drive and short haul markets. -Pursue e-commerce applications and social media techniques that align with consumer buying habits and generate revenue. •Maximize the use of technology to advance the brand platform and messaging to new demographic segments,including the younger consumer. Advocacy,Engagement and Communications Commit to a wide-ranging destination/indusfry advocacy and communications plan to educate elected officials,affected stakeholders,and the public as to the value and importance of the industry and the role of the GPSCVB.Engage the CVB Board of Directors in their role as stewards and community leaders to enhance general business understanding and commitment. Tactics: •Conduct a 2013 economic analysis of the impocf fhe visitor industry has on the quality of life in Greater Palm Springs. •Publish information on travel and tourism as an economic engine that creafesjobs,employs residents,generates fax revenue and enhances qualify of life. •Initiate the collection of anecdotal evidence fhaf pufs o"face"on the industry.Initiate new research fhaf substantiates the value of"travel-related jobs." •Build a comprehensive communications plan to educafefhe public and all public officials about travel and tourism. •Engage fhe CVB Board of Directors as spokespeople fo carry the message as community influencers, portraying fhe value fo the economic vitality of fhe valley. •Identify and forget non-hospitality business leaders throughout the Coachella Valley and develop specific outreach and other opporfunitiesto educate about the GPSCVB and the visitor industry. 6 2013-2016 sfr.f•gic pion greater palm springs convention 6visi1ors bureau Governance Update the CVB's governance structure to ensure effective oversight that favorably advances the organization as a business development community leader and a sought after employer. Tocfics: •Mainfain o commiffee structure fhaf encourages volunteer involvement and advice os needed from organizational leadership to maintain industry unify and cooperative program parficipafion and support.Ma info in CVB Board of Directors involvement in committees as needed. •Continue meefings wifh cify based DMOs fo maximize sales and markefing synergies and minimize duplication of effort and customer confusion. Enhance efficiencies and unify under the new brand platform, •Mainfain the sfrong communications network befween the JPA Executive Committee and fhe CVB Board of Directors to ensure and strengthen on-going support for funding mechanisms and sales/ markefing plans. •Initiate process and bylaws amen dmenfs resulfing in a name change to the Greater Palm Springs Convention&Visitors Bureau. 4 r. ,J y f4 � greater palm springs convention&visitors bureau 2013-2016 stroiegic pion LL � We aV f..r yy The Greafer Palm Springs CVB is served by two boards;the Joint Powers AufhorityExecutive Commiffee(JPA)and the CVB Board of Direcfors also known as the Hospitality Industry&Business Council(HIBC). The JPA Executive Committee is comprised of one elected official from each member city and the County of Riverside.The Committee lends guidance to CVB operation,and approves and monifors the CVB's budget. 2014 Joint Powers Authority Executive Committee JPA) Chain Sf eve Pougnef,Mayor,City of Palm Springs Vice Chair:Linda Eva ns,Co u nci I Member,City of La Quinto Kathleen De Rosa,Mayor,City of Cathedral City Russell Betts,Mayor Pro Tom,Cityof Desert Hot Springs Y Ted Mertens,Mayor,Cifyof Indian Wells Elaine Holmes,Council Member,Cifyof Indio Robert Spiegel,Council Member,City of Palm Desert G.Do no Hobo rf,Council Member,City of Rancho Mirage John J.Benoit,4th District Supervisor,County of Riverside ' i 8 JPA&HI BC board members greater palm springs convention&visiforsbureou 2014 Board of Directors Ralph Scofeno,General Manager,JW Marriott Desert Springs Chair:Tim Ellis,General Manager,Palm Mountain Resort&Spo Resort&Spa Bob Schneider,President&CEO,Desert Adventures Eco-Tours Vice Chair:Rolf Hoehn,Director of Business Development, &Events Indian Wells Tennis Garden Doug Sears,General Manager,Hyatt Regency Indian Wells Secretary:Tony Bruggemons,General Manager, Resort&Spa Le Vollauris Restaurant Treasurer:Affa6 Dada,General Manager, April Shufe,General Manager/Vice President, Omni Rancho Las Palmas Resort&Spa Hilton Palm Springs John Trudeau,General Manager,Two Bunch Palms Spa Resort Bruce Abney,Owner/Innkeeper,El Morocco Inn&Spa Lorraine Becker,Immediate Past President, Cabot's Pueblo Museum James Canfield,General Manager,Palm Springs fF F,d Convention Center Gary Cardiff,Owner/Presidenf,Cordiff Limousine& Transportation Robert Carey,President,Allied PRA Palm Springs Paul Cherreff,Managing Director,La Quinta Resort&Club and Y PGA Wesf Jay Chesferfon,Vice President of Hotel Operations and Food& Beverage,Fantasy Springs Resort Casino Robert Del Mos,General Manager,Empire Polo Club& Event Facility =r Bill Duke,General Manager,Spa Resort Casino t Marfin Greenwood,General Manager,Renaissance Palm Springs Nick Gronkowski,Secretary,Palm Springs Resorts ' Lon Grudy,Executive Director,PGA West Stan Kontowski,General Manager,M iromonte Resort&Spa Lance Leviff,Director of Sales and Marketing Convenfions and Hotel Sales,Enterprise Rent-A-Car Jay Mainfhia,General Manager/Owner,Indio Super 8&Suites Ross Meredifh,General Manager,The Westin Mission Hills Golf - Resorf&Spa Lee Marcus,Owner,Kaiser Restaurant Group Thomas Nolan,Executive Director,Palm Springs .:•;� International Airport(PSP) Don Perry,Board Member,Coachella Valley Economic Partnership(CVEP) d Brad Ponc her,General Ma noger,Homewood Suites by Hilton, Lo Quinto greafer palm springs convention&visitors bureau JPA&HIBC board members 9 v on mission i IL Vision The CVB will be recognized as the premiere regional destination marketing organization among its competitive set.The CVB will pursue their mission with❑ focus on innovation,partnerships and results.The organization will be considered successful when;the business model attracts additional funding;when the programming attracts more partners;when the brand is recognized across all 1i stakeholder groups and targeted consumer markets;when the deployment strategies are recognized as innovative and`leading edge;"when the performance exceeds expectations and when the management practices are fully accountable and considered"best in class." Mission The mission of the Greater Palm Springs Convention&Visitors Bureau is to market Greofer Palm Springs as a premiere visitor and meeting/convention destination for the purpose of positively affecting the area's economy and the qualify of life for its citizens. Overview The 2013 Greater Palm Springs CVB Business Plan is built upon months of research ❑nd hundreds of hours devoted to identifying the most effective branding strategy and courses of action for promoting the destination. All elements that comprise the CVB are united in this plan,which is designed to intertwine the efforts of all departments—Convention Soles&Services,Travel Industry Sales,Consumer Marketing,Media&Public Relations,Community Relations/ Partnership,and Finance&Administration—toward the common goal of increasing business for Greater Palm Springs. When reading this plan,if is important to know howwe got here,and whywe have focused on specific demographics,markets and achievements for 2013. It is this identity that will promote,broaden and unify the cities—eachcityoffering its own unique character and sense of escape,adventure,recreation and relaxation. By choosing Greater Palm Springs,visitors will choose a modern,carefree and tronsformative experience that expresses calmness,rejuvenafion,joy and personal freedom. 10 vision,mission,overview greafer palm springs convention 6visifors bureau brand Brand Promise Brand Pillars The Greater Palm Springs CVB's brand promise is to deliver a modern vacation The Greater Palm Springs brand is guided experience.The oasis is active,connectsemofionaIly,shapes the mind and is carried in by nine Brand Pillars,both physical and the heart and spirit of the visitors. emotional,that drive the values each of our Brand Posifioning nine resort cif ies have in common.These The CVB positions Greater Palm Springs as a resort destination offering outstanding brand pillars embodyfhe desires of potential weather,resorts and spos,golf,outdoor adventure,shopping,dining and nightlife.The visitors when selecting a destination,and CVB's brand campaign showcases the unique and emotional lure of the destination include: through vibrant imagery,iconic and reflective graphic textures and captivating scenery. 1.Sanctuary—Spacious places of escape. Quaint hideaways.Resorts.Historic %ho brand new day" to modern. The brand positioning and fag line represent all visitors, including leisure,meeting 2.Seduction—Enficesthe senses your professionals and group travelers,promising a fresh start to their day in a destination passions...for art cuisine,nature,nightlife that has been reimagined for today. and more. 3.Sensory—Nofjusf a place,but an experience which engages and affects all the senses. 4.Serenify—An oasis of calm for those _ r at „_... seeking relaxation and escape fromtheir I ; doilyroufines. 5.Specfrum—A kaleidoscope of color. Sunrise to sunset.Explore.Discover.Learn. Appreciate. 6.Spirif—Enriches,rewards and connects by the power of our oasis and the warmth of the nurturing sunlight. Z Sporf—Golf mecca.A center for tennis. "i Amateur and professional sporting events. Hiking.Cycling.Outdoor adventure and more. 8.Sfyle—All of its own:timeless,chic,unique... in architecture,art,fashion,lifestyle and more. `I 9.Sunny—The weather.The disposition.The - ; outlook.The warming and welcoming sun shines on everything and everyone. Y greater pal mspringscomenPion Svisitorsbureau vision,mission,overview 11 organization logo Defining fhe Destination The destination is defined by oasis.Oasis defines the desfinafion.The oasis is personal. The experience for each person is shaped in the mind,stored in the heart and carried through the spirit. GREATER With the defining brand attribute of"oasis;we reinforce whatvisifors know about palmsprings Greater Palm Springs,while we educate and entice non-visitors. convention&visifors bureau Use of Brand This section is designed to help build an understanding of the position of Greater Palm consumer logo Springs and distill info its most useful and appealing attributes.A destination style guide is available and shows the proper use of logos and selections of color types, imagery,videogrophy and copy descriptions that can be utilized by Partners.This branded style guide will aid and assist Partner businesses with a clear and branded vision of Greater Palm Springs. G RpTalm springs color palette y a brand new day. ■ ■ ■ ■ ■ video librar Toviewihevideo library, Oasis Spring Spa Starry Night Radiance gotovimeo.com/discoverpolmsprings Pink Martini Bloom Sunny Desert Sage Granite photo library Greater Palm Springs Golf Video6- �. i V-Ilu Lw"M Destination PSPAirporf Video -- - Vol -- ... pa ngs Ondne.doy. ; msilgeoixpalmspringscam : Greater Palm Springs Destination Video r T .. 12 vision,mission,overview greater palm springs convention&visitors bureau J %t 1 rr ' ����-JJJ444�tttiii • :, ALL it r � .,, � ' • ,� b """""''•••�KYYYYAAAArrrr"�1@n^_ f1t�r� „ � �N�` .r: EE rIF {� egKd3r { Awl— Zl _ — _ - . . }• mom+ .. r_ ' j� � � � . , F 6 economic impact of tourism in greater palm springs vises'r��^ - 14-24, r7C1 �� .e•,..c�r 4�r� February Modern sts on boards � a 4 a r i ,aix.• Overview Research Objectives To gain insight info the overall economic impact of tourism in Greater Palm •Measurefhe economic impact of domestic I Springs,the CVB contracted with Tourism Economics—An Oxford Economics and international visitation to Greater Palm Company,fo undergo anin-depth analysis of visitor spending and its impact on Spncludeerings estimates r years el to include estimates of direct hovel the Coachella Valley. expenditures by category,as well as the employment,payroll and fax revenues Purpose generated directly by these expenditures. By monitoring tourism's economic impact,policy makers can make informed decisions a provide a breakdown of visitor spending by regarding the funding and prioritization of tourism development.Such research also sector(lodging,food S beverage,retail,etc.). careful ly monitors tourism's success and future needs.To achieve this,tourism must be measured in fhe some coiegories as other economic secf ors—i.e.fax ge ne roti on, •Est im ationa number of quest i both employment,wages and gross domestic product. international visitors(including both day and overnight)to Greater Palm Springs, The challenge lies in the fact that fourism is not so easily measured because it is California during calendar year 2011. not a single industry but a demand-side acfivifywhich affects multiple sectors to various degrees.Tourism as a whole spans nearly a dozen sectors including lodging, •Provide a breakdown of dayvisifors vs. recreation,retail,real estate,air passenger transport,food&beverage,car rental,taxi overnight visit ors and t heir spending. services,travel agents and more. •Estimate the secondary(i.e.indirecf and induced)impact of spending by visitors to Greater Palm Springs,as feasible. 14 economic impact of tourism greater palm springs convention&visitors bureau Key results 43,675 24% Number of jobs—with associated income of Of total employment in Greater Palm Springs, $1.25 billion—sustained byvisifors to Greater 1 in every 4jobs,is sustained by the tourism Palm Springs in 2011. industry. $450 million $3,100 The amount of state and local faxes generated The annual amount each area household by tourism in Greater Palm Springs in 2011.An would need to pay to maintain the currenf level additional$343 million in federal faxes was of government services in the absence of state also generated. and local taxes generated by tourism. $4.0 billion $5.3 billion The amount of visitor spending in 2011,which The amount of total business sales in the is an increase of 8.1%over the previous year. region generated by visitor spending in 2011. 11.5% 11.5 million The surge in 2011 lodging revenue as the Estimated number of day and overnight visits growing room demand helped hoteliers to Greater Palm Springs in 2011. recoup recessionary ADR losses. 0 5.1 million 61 /O Estimated number of overnight visitors to The amount room demand grew in 2011 due to Greater Palm Springs in 2011. increased overnight visitation. The 2012 BNP Paribas Open fen nis four no menf drew o record 340,000 specfafors fo Indian Wells Tennis Gorden. f' greater palm springs convention Svisifors bureau economic impoef of fouriam 15 Forecast Overview e According to PKF Consulting USA, Situated in Riverside Counfy,theCoachella Valley isa collection ofresort the destination is expected to exceed communities including Palm Springs,Desert Hof Springs,Cathedral City,Rancho 2008levels in 2014,fhanksto continued Mirage,Palm Desert,Indian Wells,La Quinto,Indio and Coachella.Given the growth in occupancy and ADR,loading abundance of sunshine and ifsproximifyto the Greater Los Angeles area,the fo a forecasted 6.0%growth in RevPAR. Coachella Valley is a popular winter and weekend retreat for Southern California residents.With its large inventory of recreational facilities in the area,including more than 100 golf courses and over 600 tennis courts,fhe valley is also an established resort and group destination.Greater Palm Springs,as it has been termed,has also become a known location for Indian casinos as it contains the Spa Resort Casino in downtown Palm Springs,Aqua Coliente Casino Resort Spa in Rancho Mirage and the Fantasy Springs Resort Casino in Indio,among others. Greater Palm Springs Average Daily Rafe The Coachella Valley appeals to its essential base of business, CYTD January-December the baby boomers,given their desire to retire in a place with good ito0 weather,a high qualify of life and many recreational opportunities. stss st .. At year-end 2011,the Coachella Valley's economy continued $156 t.3148.36 $14525 experiencing difficult short term economic challenges mostly due to $145 s141AD the lengthy recession impacting the U.S.and the hangover from the §14° r mortgage crisis that is affecting Southern California's residential seas - ':.. .-°si35.11 _ markets.However,the valley's economy is seeing some signs of $130 $133'82 recovery.This is especiallytrue thanks to its role as a destination $125 $128.56 _ for nationol tourism,conventions and off-season living,as well as $120 its potential as a home to aging baby boomers looking to refire in a $115 recreational mecca,plus its agricultural production and medical uoe soon 2010 mtt mts rota 14 care.These trends have carried over to the local hotel market and EtlFrrY F. Greater Palm Springs Occupancy Particularly the high-end hotel market,which began to rebound as CYTD January-December pent-up leisure demand has returned to the marketplace beginning in 60% 2011.In 2012 and 2013,the Coachella Valley's economy has continued ..w Sa.a6% •"•" tolm improve positive from the tourism,health 58% . 5y.7� --_.._._ ..�--3esx-__-... . P P 9 56% b7.a% care,agriculture,retail trade and housing industries.With improving e� economic conditions forecast for the coming years combined with new 56x attractions and events in the Coachella Valley,as well as hundreds of sex millions of dollars of hotel improvements in recent years,prospects for so% Qes"""'ae.6% the tourism industry appear bright. 4sx Lodging 4sx xooe xooe xoto m+t sou iota 2014 The desert has historically focused on capturing its transient base 6.0 and maintaining its group market.With declines in disposable income , Greater Palm Springs RevPAR due to a struggling economy and declining home prices,leisure CYTD January-December travel was negatively impacted through early 2010.Additionally, $soo - incentive groups and other corporate business attendees decreased sso $85.63 . ..•mesas ae'jW.53 significantly with groups shortening their length of stay and traveling fB0 "-$to $ sn.00 szss $sso6 suss _ alone without their family.However,as a whole,the Southern '7.......0.0 ...�• _ . $ea _.._- California economy is recovering,which bodes well for the Coachella $sn Valley in 2014,as regional travelers make up a sizeable percentage yD _- of Valleyvisitors.Further,as both association and corporate meetings $3o -------- return,the Coachella Valley is well positioned to capture this business $so during its peak season from January through April. sso _ __ While there are over five million annual room nights available in the zoos 3a6P Soto 3011 =2 =3 3614 Coachella Valley,the following analysis represents the sum of the Fyllyy F. Source:PKFConsulfing USA selected hotels in the submarkefs believed to best represent the 16 lodging forecast greater palm springs convention G visitors bureau overall lodging market.This representative sample set comprises approximately Palm Springs International Airport 75 percent of the total room nights in this market.The historical and estimated .Currently served by 10 airlineswifh performance of this sampling of the overall Coachella Valley lodging market is non-sfop flights from 21 cities. presented in the fable below. •Year to date figures show growth, Air Service signaling continued strengthening of Palm Springs International Airporf(PSP)is currently served byten airlines that connect the market. to hundreds of cities worldwide.Everyyear,PSP welcomes visitors from over 500 cities around fhe world.It is considered to be a positive growth factor as it works to Palm Springs International Airport meet the challenge of an expanding convention market and tourism-based economy. Annual Passenger Traffic However,the airport tends to inhibit growth given the lack of direct service to major _ar Passengers _ ssil markets,reduction of frequency during summer months,and expensive air fares.These issues pose a challenge for a destination that would like fo reach beyond Southern California as a feeder market.The overall Volley is of a disadvantage in terms of aitracfing national groups relative to competing Southwest desert resort destinations, such as Phoenix and Scottsdale. Thetable at right presents air passenger counts for the years 2001 through 2004 1,367,804 9.6 2012,illustrating a compound average annual growth rate(CAAG)increase of 2005 4.5 percent for the period.Increases in 2007 can be attributed to an influx of Canadian visitors.Consistent with the rest of the industry given rising energy 2006 expenses,reduced air service and the overall national economic downturn 20082007 1610,943 and 2009 passenger traffic suffered declines of approximately4.4 and 4.8 percent, respectively each year.In 2010,the signs of recovery began showing as passenger traffic picked up,experiencing a 2.0 percent increase.Passenger counts continued 2009 increasing in 2011,albeit of Annual passenger traffic a slower pace,showing a 1.1 teooaoo percent increase over the 2011s 1.1 tMam -� previous year.Growfh in 2012 t�aoom •''•.. - — was strong at 14.3 percent. r ramam 't rY• •~'- --- Year-fo-date figures show r,noma 'ii .,,�• __ an increase of 2.2 percent i, gaaa in enplaned and deploned s'/12 �' w j _ passengers overfhesome YTD s; period last year,signaling • continued strengthening of t.2012. L Source:Palm Springs Mernotionol Airport mm sxn aooa zoa mos rise nm use usr mio=11 xo12 the market. OccupiedGreater Palm Springs Historical Mark*f performance of the Competitive Supply_ Annual Pernent Supply Change Rooms Change Occupancy DoilyRaie Change REVPAR Change to 1,970,504 2009 r . 2011 0 74.00 i r r141.49 4.7 :a, 2013E i 9 , . greaterpolm springs convention Svisifors bureau lodgingforacasf 17 ;I1 I I bM I Nd�f h XI f ( .ate �1 ^ �• t, may`, I ♦.. v I �Wit... FI a F ' •'dt air' _ 1 , , � ' � � "� .�;T :��n a, ��kaK F'+r' _::... PUIMMMrv'^.Y..� -• � ' �j�f <i II •��.rN+M4�'NII.._ ems;,1,_�.i� ..vrwnn,n. ,WMwArWM1A., .. f I� 1 III f F V Ii� , .•F ✓f`►' ,..r }„���� r .r «+moral•"�_, :9 i i� -��. �I A 4 i i If/ .-- Overview Objecfives With the passing of the Tourism Marketing District in June of 2013,the CVB The ROI for Consumer Markefing is created a Marketing Plan to communicate all tactical initiatives.The purpose based on key meosuremenf goals: of the plan is to promote and strengthen the Greater Palm Springs brand as •Developfhe GreaferPalm Springs brand an exceptional leisure and meeting desfinafion.The goolisto deliver the right to increase its connection to consumers in message,through the right medium,to the right audience,at the right time,in order newand emerging markets,inspiring the to maximize the economic impact of travel to Greater Palm Springs. desire fo travel fo Greater Palm Springs. •Create inspiration and desirefo{ravel byconducting brand advertising in major drive markets, including Los Angeles, Orange County,Phoenix and San Diego.. •Profecf,grow and revitalize currenf niche markets(Golf,LGBT,Relaxation,Spa). •Further establish growing markets (Romance,Cycling,Outdoor Activities). •Overcome barriers found in recenf research that the destination is old,for refired people,hot,difficulf to get to and offering nothing to do. 20 consumer morkefing greater palm springs convention&visitors bureau consumer marketing Jim Visitor Profile Who are the visitors fhof enjoy Greater Palm Springs?DK Shifflef&Associates,a travel research firm, engaged in a 12-monfh California Visifor Intercept Study.The study was conducted during 2011,and took place on-site in specified Greater Palm Springs visitor locations and during special events. The quesf captured timely: e Visitor Demographics *Trip Behavior e Spending Data An accurate breakdown,by percentage,of the Visitor Profile was then established.This valuable information confinues to drive targeting strategy as the brand message is crafted and executed.Below is a summary breakdown of the current Greater Palm Springs Visifor Profile. All visitor figures in this study reflect combined day and overnight visitors. Visitors by Gender Visitors by Annual Income $150,000+ 14% less than$75,000 34% $125,000-$149,999 male female 10% 45% 55% 4 $100,000-$124,999 22% $75,000-$99,000 NOTE:Of interest,the Visifor Profile replicafes the information also received 20% from hotel Partners. View fhe complete study in the Por{ner section on the vabsife: 46%or nearly half of oll visitors have an annual income of$100,000 or more. visitg reate rpa Ims prin gs.com. Visitors by Age Group Visitors by Marital Status 18-24 4% 65orolder divorcedwidowed or separated { 5% 17% 25-34 9% currentlymarried 61% 55-64 22% 35-44 never been married 19% 22% 45-54 21% greater palm springs convention&visitors bureau consumermarkefing 21 consumer markefing: e Media • • Developmenf _ Strafegy:Craft a comprehensive and targeted Media Plan based upon consumer and area hotel research in conjunction with media advisors and relevant stakeholder's expertise,to determine the most effective methods to reach the identified target markets. Tactics: Consumer Research ,Engage consumer markets through fhe The 2011 Greater Palm Springs Image and Awareness Stu dy*,conducted by use of highly targeted geographic and YPorfnership,provided tremendous insight info why people wanted to come to psychogrophic segmentation. Greater Palm Springs,as well as why they choose not to.With a definitive disparity between reality and perception,the need to address these"gaps"through subsequent *Incorporate proprietary and third-party marketing efforts become readily apparent.Also,by understanding the reasons industry and destination research. people are coming to visit,most notably relaxation and rejuvenation in unmatched •Survey hotels to verify fop visitor weather,the CVB is able to seek out like minded individuals to introduce to the brand. markets and visitor profiles. *The executive summary of the study is available of:visifgreaferpolmsprings.com •Review and prioritize market and Study of Area Hotels visitor segmenfs. An independent,informal survey of 45 hotels,representing a cross section of property •Select media vehicles that effectively types across the valley,was conducted to see how closely DKShifflef study findings target specified markets. aligned with the individual properties perception of visitors. The hotel Parfners'survey results validated the DK Shifflef study findings,mimicking the overall image of the consumers,and serving as a key element in how the plan was shaped. The following were factored in to the approach to buying media: •To effectively reach customers in key airline feeder markets,partnerships were strengthened with specific airlines to target frequent flyers.Airline Partnerships include,but are not limited to,WestJet,Virgin America,Alaska Airlines,United and Delta.Media includes in-flight magazines,seof-back advertising,online targeting and out-of-home promotions. •Secondly,additional markets were targeted across the United States with a national campaign.National markets targeted include,but are not limited to:Seattle, San Francisco,Portland,Minneapolis,Chicago,Dallas and New York.Media includes specific national and regional magazines and focused online tactics, which include deal centric and niche targeted websites.The comprehensive efforts aligned with the target customer effectively reaching like-minded consumers across the country and positioning Greater Palm Springs on a larger scale,all while doing ! so in a cost effective model. •Lastly,the destination's drive market,including,but not limited to;Los Angeles, Orange County,San Diego and Phoenix,are targeted during the shoulder and summer seasons via broadcast television and ouf-of-home advertising, 22 consamermarkefing greater palm springs comenfion Svisifors bureau 1 consumer marketing: n.. Plan Developmenf The following key markets were identified as fop priority for which relevant messaging and Guiding Principles content has been developed: Working closelywifh industryPartners,the United States:Los Angeles,San Diego,San Francisco,Portland,Seattle,Minneapolis, CVB identified keyguiding principles that Chicago,Dallas and Phoenix. steered decision-making throughout the Canada:Vancouver,Calgary,Edmontor Toronto and Winnipeg. planning process and framed the overall Visitor Segments:Specific,Defined and Definitive.The vitally important delineation of plan structure. Visitor Segments,reflective of who travels to Greater Palm Springs is outlined below.Visitor •Build and refine the Greater Palm Segments are both informative and pivotal in the strafegy,,tactics and media implementation. Springs brand. In fact,the strategies were built around these key Visitor Segments. •Do what the individual cities and industry Relaxation/Rejuvenation(Spa research revealed the top acfivityenjoyed in Greater Partners cannot achieve on their own. Palm Springs by travelers is"relaxing.') •Focus on domestic out-of-markef and Arts and Culture(Cuffing across several demographics,the CVB will continue to international audiences. promote the area's significantly growing arts and culture through live music/evenfs;high •Grow and develop emerging markets qualify art shows;film festivals Modernism Week and much more.) through brand awareness. Romance(All demographics,includes weddings,honeymoons and anniversaries,the •Leverage existing assets and alliances for recent Image and Awareness Study showed that"romanfictime with apartnerwasafop greater impact. activity enjoyed on a leisure trip. ) •Collaborate and align efforts with Partner Golf(A major segment,the CVBs quest is to protect and grow this vital source of citiesVisit California and Brand USA revenue.) leadership to drive visitation. Tennis(A tremendous growth category fhe CVB is embracing strategically and with specific media placements.) Outdoor Recreation(Biking,hiking,running and more.) Family(Segmenf includes parents and children;mother/daughter and multigenerafional visits;vacations during school holidays;and all variations of"family.") LGBT(Image and Awareness Study shows highest appeal from Los Angeles followed by Orange County,then San Diego and San Francisco.A significant and growing segment,research revealed this market reads and responds to the some media os their "traditional"counterparts,espec iolly in the under 55+demographic,the younger LGBT group assimilates into the mainstream and doesn t prioritize sexuality.) Moderate Hotels(This recently added"segment"shows an initiative to target visitors with a value-add for affordable hotels;this addresses one of our findings that a percentage of potential visitors believed Greater Palm Springs is too expensive as o destination.) greater palm springs convention 6visifors bureau consumer marketing 23 I Sfrafegy: Utilize research to build an integrated media plan combining an orchestrated mix of earned media (media and public relations),promotions(special offers and contests),paid media(paid print ads, online banner advertising,etc)social media (Facebook page,posts and shared media,efc.)and owned media(websife,newsletters,etc.). Tactics: The layering of all mediums in the plan—which includes television,magazines,out-of-home, •Create enhancedin#egrafionand public relat ions,promofions,online advertising,social media and web publicafions,alIwith createontent synergyacrosgrafio and digifa I integration,allows for more leverage and reinforce ment,creating more impact. bought,owned,earned and shared By integrating content across multiple channels,a larger cross-section of the target media channels. audience is reached with the messaging.As the chart below illustrates,various mediums reach and engage audiences differently.The layering of media also provides •Create impact by layering media, impact upon the travel life cycle throughout all stages.For example,social media with highly targeted placements is relevant not only during the trip itself(postings and uploads that report on trip that optimize access and increase activities)but also afterward through the process of sharing with friends and reliving destination awareness. the experience.Ideally,this inspires others or a repeat visit from the primary traveler. •Leverage the creation of new and engaging content to produce optimum results. •Deploy a strategic media plan to ensure brand engagement throughout the entire travel life cycle. PAID OWNED EARNED Ste on Advertising A&erfisinq Publications Primary Role: PrimaryRolon Primary Role, PrimoryRole: Primary Rolan PrimaryRole: Primary Role: PrimaryRol*3 Awareness/ Inspiration/ Aoreness/ Inspiration/ Inspiration/ Discover/ Discovery/ Disco"ry/ Inspiration Discovery Inspiration Discover Discover Planning Planning Planning Emotional Emotional Message Layering bought,earn� I owned media& s Comnechon Engagement Extension Brand Story Extension EnqoqmenI Information 24 consumer marketing greater palm springs convention&visitors bureau consumer markefing: e • • • P• • Strategy: Craft a comprehensive and highlytargefed media mix incorporating all visitor segment metrics and data to arrive off he most effective media mix. Media weight to be determined by assessing factors such as visitor segments,geographic targeting, media reach and frequency. A strong foundation for the Media Plan has been based upon fhe guiding principles Tactics: and in-depth research and analysis.Togefher,These Iwo elements provide the insights *Base selection and purchase of all needed fo develop both fhe creative messaging and highly targeted mod ia mix media on guiding principles. necessary to achieve the CVB's goals. •Develop creative messaging fhaf Leisure Spend by Markef provides a cohesive campaign while Represents dollars sperif to overcome barriers,reaching peoplewho have never traveled providing relevance f a each individual fo Grecifer Palm Springs.The overwhelming lead spend was for national media wifh 65%of visitor segment. dollars invested.Following that were the drive market with 23%and international with 12%. •Utilize proprietary research to determine fhe media that reaches fargot markets most efficiently. •Select geographic markets fhaf align with current desfinafion research,hotel data and airline statistics. •Negotiate wadded value"to maximize reach and frequencyfhough out the campaign'slife. Impressions Breakdown by Market DMA Budget Breakdown for Dollars Spent Leisure Spend by Market Markefing dollars,broken down by impressions and media selections,areas follows: s wedding weddings national 2% VisifCA VisifCA 3% 65% 3%f 2% golf 5% 6% �t print television 33% 49% OOH 8% outdoor 9% _ television 10% airline 12% 11 airline 15% online infernalional drive market online 20% 12% 23% 15% greofer palm springs convention Evisifors bureau consumer markefing 25 consumer • e • • • P• • Overview A 1%assessment on hofels with 50 rooms or more will generate over$3 million for destination marketing.The overall goal of the Media Pion is to increase awareness of destination brand,domestically and internationally,supporting overall occupancy in Greater Palm Springs and awareness of air capacity info PSP.An overview of this plan is displayed below, grouped by media/progrom type.The Media Plan is projected to generate over two billion impressions. Airline Partnerships and Programs Goal:Build partnerships with air carriers and support air service to PSP. •Cooperative exposurewith six airline partners . - •Over 30 full-page advertisements in four publications •, •4+multi-page,feaiured-destination editorial sections •Exposure on airline websites •Targeted digital campaigns in cooperotionwith airline partners •Out-of-Home(OOH)advertising tactics including seat-back,subway station screens,elevator news and digital video boards •Newsletters to frequent flyers •Social media promotions •Sweepsfakes/contesf giveaways including airfare and accommodations = . Esfimated Impressions: over 218,732,551 ar, - K ` g j .HoT`rEn WAY To Ma is MLL,YUQnS•tlYi111M1p -- ! ra.nawa• -- PALM SPRINGS I'' EYPI.aHIIiG ameflca the Coachella Valley Find your oasis in Greater Palm 5prings. Great non-stop flights from Toronto to Palm Springs:.. j : PakoaFx�9, W�STjET! w....... T�.T� 26 consum•rmark•ling greater palm springs convention&visitors bureau Lifesfyle/Travel Publicafions Goal:Develop inspiration to travel,build brand awareness,and attract leisure/media/client attention. e Over 40full-pageadverfisemenfs in five national publicofionsond four western regional publications —" — '.� _ •Exposure on publication websifes •E-newsletters to subscribers •Reader Service lead generation •Chicago consumer event at Union Station Esfimated Impressions: over 176,987,510 �rsrllmmrsal rnrr�-r _y -_— _ r WestvvM orld•s best hotelsMENW .',•„ .. o . PORK •.o. ., NEW MFK f E Golf/Tennis Goal:Protect,grow and revitalize current niche markets. •Exposure on major golf/fennis/sports websifes,such as GolfChannel. com;NBCSporfs.com;SCGA.org;Tenn isChonnel.com,USTA.com •Strategic digital campaigns targeting golf and tennis enthusiasts •Dedicated e-mail blasts and newsletter exposure •Cross promotions with BNP Paribas Open and Humana Challenge Golf Tournament •Social media promotions Al rF, r -.. •Sweepstakes/contesfgiveaways including event attendance and - '" accommodations •Content and media integration Estimated Impressions: over 112,268,000 � O � ----------- greater palm springs convention&visitors bureau consumer marketing 27 consumer markefing: The e • • • P• • Weddings Goal:Establish the growing wedding/romance market(including honeymoons,anniversaries and parties). •Over 20 full-page advertisements in two major bridal publications •Exposure on two major wedding websifes sss-„ '- "'- •E-newsletters to subscribers •Lead generation °— •Social media promotions • M. Confenf and media integration _ -- Estimated Impressions: over 43,534,000 e..°w.pvra.r�i or. m- BRID VIDE GUIDE WEDDING LookskWK tl�raYo-mlb+ $800 .'pa lmsprings wen g•'a 75ma — Sham �M D.fi bn,,, Inl Bose ,e6d0i!$S 25 Online Goal:Increase desfinofion discovery,planning and lead generation. •Targeted online bonnerodverfising campaigns,including travel networks using Sojern and Madden Media m 4 •Exposure on Weafher.com �m •Facebook advertising •Content creation and distribution .�"r�.e... •Targeted e-mail campaigns •Social media promotions fie ;a a •Sweepsfakes/contest giveaways •OTA and Trovel Deal initiatives including TravelZoo,TripAdvisor _ Estimated Impressions: over 289,623,000 IDO6PMA 'nnd&4 s� � �— m-try 4Rim WYY ��r� f— r 28 consumer marketing greater palm springs convenfion&visitors bureau Television Goal:Build brand awareness and inspiration fo travel fo Greater Palm Springs. •Over 16,000 Television spots on Time Warner Cable network in Los Angeles,May through December •Over 16,000 television spots on Time Warner Cable network in San Diego,May through December •Over 16,000 television spots on Time Warner Ca ble network in Seaffle through peak and shoulder season months •Over 16,000 Television spoils on Time Warner Cable network in Son Francisco fhroughouf fen months of the year •Over 10,000 Television spots on Canadian Broadcast Network in Calgary,Edmonton and Vancouver,Ocfober Through March Estimated Impressions: over 1,060,271A60 To view the television spots,go to vimea.com/discoverpolmsprings ^^ a C `;f > GPEATEQ pa ngs rand new day. v sifgreaferpolmsprings.com hL 1-minute Golfer's Oasis Television spot 30-second Greater Palm Springs felevision spot Ouf-of-Home (OOH) Goal:Build brand awareness and inspiration to travel fo Greater Palm Springs. •24 digital billboards in Los Angeles,Orange Counfy and Son Diego for six months •Eight digital billboards in Seattle for eight monfhs •16 digital billboards for eighf monfhs in the San Francisco Barf stations •34 digital billboards,including video displays,of Minneapolis Mall of America for three months Estimated Impressions: over 168,233,304 Al MID greater palm springs convention P visifors bureau consumer marketing 29 Sfrafegy: Position the CVB's website,visifgreaterpalmsprings.com,as the definitive resource for people interested in Greater Palm Springs. Tactics: The vision of visifgreaferpalmsprings.com is to be the definitive source for people interested •Creafeamobile-first focus foriha inGreoferPalm Springs;whet her for fravel,dining experiences or ideas onfhingsfo oreateamobiltion roughfhcus or the do.Simply put,thesifes job isto inspire traveltofhedestinofion.Why is this important? According to Google,70%of travelers,including affluenfs,begin their travel search without responsive-design and other mobile- a destination in mind,Thisyields tremendous opporfunifies for the CVB to position Greater centric design philosophies. Palm Springs as a great destinafion option for these travelers.Even more imporfonf?The •Increase the organic reach of the Internet is one of the most influential mediums when if comes to inspiring frovel-61%of website through a concerted search travelers scythe Internet was the source of their travel inspiration compared to 39%for TV, engine optimization plan. 30%for Magazines and Newspapers and 9%for Radio. •Deploy usability research to ensure the website is providing the experience, look and ease-of-use today's sources of insplrafion for travel travelers desire. Family,friends or colleagues 62% Infernef 61% TV 39% Magazines and newspapers J 30% O Informational brochures 25% 5 8 /o Books 17% Travel agents °' '` 9% Radio 9% Travel groups 8% of leisure travelers always start their travel 800ortoll-freenumber 4% booking and planning S..n:r.Ipw.M.di.CT/GougL T..l study,Mlay-Jvne 20,1 with an Internet search. [was 56% in 20121 s..r.« Tr•..ISW, W.4u.d 5,A 44 j2W.JM,-J.2P0. 30 consumermorkefing greater palm springs convention Gvisiiors bureau VF TT/ Mobile-First In 2013,the CVB launched ifs first mobiles ife—a site geared currently to in-markef travelers looking to quickly access information and features geo-filfered listings fhaf shows businesses,events and deals closest fat he individual.However,it is time to look again of the mobile strategy of the organization and work towards becoming a mobile-first entity. Despite being designed as an in-markef fool,mobile traffic to the site from Greater LF Palm Springs occounts for just over 11%of total.According to new research from Google and Ipsos MediaCT,89%of travelers begin a travel activity on one device =e and continue if to another.Additionally,77%of mobile searches are done in locations W asses where people are still likely fo have a desktop computer available(Mobile Search Moments Study,20135.Therefore,the idea that the mobile site is used os on in-market fool confinues to shiff as the consumer procfice of multiple screen experiences expand f3 (33%of travelers now use of least two digilol devices to plan and book travel/MMGY, 201A In order fo provide fhe most relevant and inspiring content to potential visitors, the CVB needs to move ahead of the trend and provide a rich platform-agnostic experience.This will most likely start with a responsive redesign of the website to better incorporate engaging content into the mobile experience,but the team will continue to monitor the space for applicable opportunities. Increasing Organic Reach According to research by iCrossing.com,95%of natural/organic search traffic comes from page one results on the major search engines.The implication here is that if the CVB is not on page one of search results for relevant keywords,if is losing out on significant amounfs of potential traffic.As such,Search Engine Optimization[SEO— optimizing content on the website in order to improve the natural placement of the site in traditional search engines]is a high priority for the organization.The SEO approach for the organization is threefold: e Architecture:Maximize the SEO efforts of the sites structure,such as the specific URLs used,the actual code used to display individual webpages,the kinds of HTML tags used to promote page tifles,efc. e Optimize Existing Content:Look of the existing content on the site,both articles and page copy,and optimize based on higher volume keywords. e Content:Develop an editorial calendar for the site to ensure that relevant and timely content is available. Step three has become even more integral thanks to the algorithm updates Google has made over the past 18 months,including their now famous Panda and Penguin updates.The updates have changed how Google searches,reads and ranks individual websifes.With these updates,Google has pushed into providing more relevance in the search results provided—fhaf is,delivering qualify content and qualify experience for visitors.This has led to a strategic shift towards a confenf-centric Example of a heafmap showing areas most clicked. approach;focusing on relevant,quality and engaging content. Usability The team will continue to utilize available tools to monitor how visitors use the website to ensure that they are able to easily find the information they're looking for,while still maintaining a brand-centric experience throughout.Some of these fools include heofmapping services,usability panels,and analyfics.The websife is ever evolving and every iteration will be tested to for optimization. greofer palm springs convention&visitors bureau consumer marketing 31 consumer markefing: Digifal Markefing Strafegy: Inspire visitation to fhe destination fhrough an innovative and engaging contenf-cenfric creation and distribution plan. Tacfics, Lifestyle and Video Content •Creafa compelling and engaging Due fofhe need for strong and engaging content the foam has created the new posifion of I if esfyle and video content. Dig fal Content Manager.This position has been tasked with owning the editorial calendar for the CVB,managing its content creofion and extending its reach by utilizing multiple •Utilize freel a ncewrifers to produce mediums to distribute content.Add ifionallyfhe vision for content is transforming from aufhorifofive and frustworfhyconfenf frodifionalarficle-sfyle pieces to much more lifesfyle-orienfed,visual and fun pieces that and levera go f heir existing following for visitors can conneciwith,wonfto engage with and shore. enhanced distribution. One of the most exciting opportunities with this new position is the addition of in-house video •Utilize GefSmartto target content most production capabilities allowing the CVB'sconfenffoexfendbeyondwriffen word.The relevant to an individual visitor. goal for2014isfo significantly increase the amount of engaging video content acrossall the •Engage Aria to increase destination owned assets,including the websife,socialchonnels,and email. awaress through the creation and Video is becoming an even more importontdigifol channel.ln2013,51%of leisure travelers distribution of non-troditional cant ent. watched online trovelvideos-upfrom45%in2012.Foraffluents,this number increasesto 55%.Moreover,online videos are key throughout the entire travel funnel;from thinking about traveling,to selecting a destination fo finding things to do in particular destinations.Why is this imporfonf?The latest research from Google shows fhof 60%of leisure travelers said video inspired them to think about planning a vacation and 58%said it influenced where they decided to travel. This contenf will allow us to beffer push past fhe awa reness gap in ifially seen in the CV B's Image Awareness Study by creating a more im mersive environment for potential visitors to begin experiencing the destination.An example of this first effort can be seen here. www.visifgreaferpol ms pri ngs.com/arficies/four-great-fa m i ly-friendly-hikes The Rise of Freelancers To view the video content, The CVB has extended its editorial team to include a collection of freelancers who gofovimeo.com/discoverpolmsprings are each up-and-coming writers and subject matter experts in their collective fields. Writers such as Jimmy Im have provided fresh voices and new perspectives on the destinof ion and hove helped to create new and engaging content for the site.This strategy has turned the CVB's websife info a blogging platform in that content generated through freelancers has become integrated info the entire sife.The _.� -• '" experience between websife and blog-style content has become seamless.Due to - ._s»..,...,... _— inclusion of more engaging content,the site is starting to see year-over-year declines in bounce rates and increases in time on site. -� Smart Targeting with GefSmarf Content The team has implemented Get Smart content into the main hero image of the websife homepage.This fool allows the site to target content specifically to the - -W-- ,_- - unique visitor,whether it is by geography,keywords searched,post interactions �"- on the websife or previously viewed content.A visitor coming to the websife from _ Chicago maybe served a story about how easy it is to fly to Palm Springs while a visitor coming to the websife from Los Angeles maybe served a story about great events for the upcoming weekend. 32 consumermark•ting greater palm springs convention fi visitors bureau 1F i WIPES s more golf per day, per caplilb; • • per plan. I 1 The initial results have been impressive: Time on Site: •Nof exposed fo GefSmarf confenf:3:36 �eekend plans? •Exposed to GefSmarf confenf,but did NOT click:5:06 •Exposed to GefSmarf confenf and DID click:11:50 Bounce Rate: •Not exposed to GefSmarf content:39.07% •Exposed to GefSmarf confenf,but did NOT click:28.06% ,." ^° 1,1-f d— •Exposed to GetSmarf confenf and DID click:0.00% e The team will continue to work on optimizing this effort and looking for opportunities to expand its reach info additional areas of the site. ' ` p. P , Bringon the Non-Traditional ® `' Due to the increase in funding brought by the passing of the TMD,the team has _ engaged Aria to assist in the creation and distribution of non-fradifional confenf to tl9 help promote the destination.Some of the pieces they have created or will create include infogrophics,interactive timelines of post events and Pinferesf-based showcases of locally created art.This content fends to be more interactive and is • v more involved or technical in its creation.In addition to creating the confenf,Aria also engages with bloggers,social ovids and others to help disseminate the pieces beyond the CVB's traditional reach. Additionally,Aria is working with the CVB to produce an app to showcase the tremendous variety and qualify of hiking(rails in the destination.This amazing fool will allow the user to find trails based on locafion and skill level,see aerial views of trails,read descriptions,see ratings from fellow hikers and even see social posts from various channels related to specific trails(or submit them,too,if they're feeling rather social). An additional benefit of this fool is fhat if acts as a plafform to extend info additional areas,such as golf,romantic hof-spofs or art galleries. greater palm springs convention&visitors bureau consumer marketing 33 consumer • • Digifal Markefin? • Sfrafegy:Increase fhe CVB's social sphere of influence through compelling,engaging and viral content and promotions. Tactics: 2013was a year of growth for the CVB's social channels,specifically Facebook.Likes on •Leveragefhebrandequifyofthe Facebook have increased over 500%year-to-dote,from about 4,600 on January 1,2013 to nearly 29,000 in October 2013.This growth is largely attributed to a shift in sfrofegy and desfinafion''s major evenfsfoextend approach to social that is much mom driven around events. the social reach of specific channels. •Utilize fhecommunify and exisfing Driving Evenfs desfinafion ambassadors fo help build Events are one of the largest drivers of visifafion to the destination. • social confenf. In March 2013,the CVB launched a promotion around the Coachella Valley Music&Arts Festival where if gave away a $6,500package that included accommodations s the Safari tent compound ® compound on-site and two guest passes to the festival.The gaol was to leverage the brand equifyof a prominent event and tourism driver to help increase the reach of the CVB's social presence. The promotion was promoted via the CVB's owned channels(eg: newslefters,emoils,websife,social sites)as well as supported by some paid media,specifically Facebook promoted posts.Ultimately, �_ C • this effort led to nearly 300,000 impressions on Facebook,almost 13,000viewsof the contest over 4,000 entries and one very Iucky and appreciative winner. ® --- � A The team has identified key signature events and assembled a PIN - promotions iscalendarspotn the2 14Humanastrateg lintoge Pro-Am, - "- iwa promotion is a spot an the 2014 Humana Challenge Pro-Am,which will act as a springboard for the 2014 initiatives.It is hoped that byconti _ - he VB's ® ■ presncewilImaintg to ge inissfroninrowthkeyevenew e year social presencewill maintain its strong growth into the newyear and allow12 " a larger platform for which to share the message of the Greater -` -- Palm Springs brand,its Partners and its ambassadors. �^ Desfinafion Ambassadors _ Whether they're self-described or nof,there are a tremendous amount of Greater Palm Springs fans throughout the social space that are creating great content,sharing amazing images,and ------ --� ------ ..� producing inspiring videos.As part of the social efforts going info ' 2014,the team will work to better utilize this existing content to li c.:..i- "WNZ; help support and build its ofherchannels. Forexample,the team ---- -- _ will position the CVB's Instagram account as a social destination for Greater Palm Springs byfinding,sharing and curofing great by aea iaNCi destination imagery alreodyexisfingonlnsfogrom.Thisstrategy will continue into Pinterest,as well,through the sharing and cur,fi,n of specific niche-based boards,such as weddings, Errc i.ae M.- food i es a nd a rfs&cu If ure. ' ®� The social space is continually evolving,so the foam will continue ►- to stayabreasf of trends in use,demographics,and new channels. 34 consumermarketing greater palm springs convention 6 visitors bureau Strategy: Increase the relevancy, reach and consumption of the organization's leisure-focused email marketing efforts. The CVBsemai I marketing strategy has continued to make solid improvements in terms Tactics: of reach,qualify of creative and messaging,and performance in terms of open rates *Implement refailfacfics info fheemaiI and click-Through rates.Despite its success,there are still opportunities to build on and marketing initiatives of the CVB. improve these efforts.Email remains an extremely cost-effective promotional medium(the CVB ownsfhe list and medium and the costs of distribution ore low)and consumersfend to •Increase engagemenf through the prefer receiving permission-based marketing communication via email(77%of consumers creation of personalized newsletters according to ExacfTorgef).Bluel-lornef revised their research on consumer views of email using dynamic content. advertising for 2013 and it continues to provide a solid foundation for the CVB's efforts. Primary Reason for Unsubscribing Brand-Centric/Retail-Focused - First,83.5%of respondents said that the most important reason for signing up for emails is to receive discounts(as comparison,the next two reasons were get product or service updafes"of 6.4%and"if I love the brand"of 7.0%.)Deals and discounts are generally the _ pieces of content with the highest click4hrough rates on the CVB's emails.This confirms that every every attempt should be made to include promotional deals and discounts in every email piece that is generated.The CVB is also developing a deal-focused template to ' promote specials and discounts in the market.This provides Partners on opportunity to promote their deals while also giving consumers what they clearly wonf. Second,43%of respondents said that they read emails most often ona mobile device on.. 80.3%said that fheywould delete an email if it looked bad on their phone.The essential takeaway is that,regardless of the email provider(gmoil,hofmoil,00L Outlook)orthe %of consumers medium(desktop,tablet,mobile),every piece of email creative must present perfectly.The discounfe was the st important CVB has been a leader in this area,with all newsletters now utilizing a responsive design reason ,• , receive so that they display differently based on medium to enhance the recipient experience and ernoils from , business. legibilifyof the email creative. Lastly,the number one reason why respondents unsubscribed from an email has shifted tablet from relevancy in previous years to now being frequency of emails(35.4%).This is 6.9% important to note as the CVB looks at additional opportunities to communicafewifh its databases—opt-oufs will need to be a closely monitored measure to ensure that NN frequency does not increase lathe point of losing base. A Newsleffer Just For You... — - TheCVBiscontinuingfomovedowternot aseh of dynamicemails. The goa I is fo customize the newsletter not based on niche or mobile —cleskfop interest,but based on the specific recipient.The CVB recently changed its email marketing system to Sfrongview,which provides - a suite of dynamic targeting fools.Beyond this is the opportunity for marketing outomofion—that is,being able to create a rules- based approach to deliver addifionol email communication based on specific website and email triggers(eg:clicking on a golf story made lead to a golf-deals email being sent to the individual a few its days Ultimate) ,the goal to create an email strafe That —___..-c O soy+heyreademq Y Y 9 gY _ _ O mosloHenono mobile aIi9ns the CVB'si Merest s wit h the inferesfsoffhe travels rand -------- device(smorfphoneor increase the awareness of and visitation to the destination. ®_' _ eo 4 3 +abkU greater palm springs conven+ion&visitors bureau consumer marketing 35 consumer markefing: - Media • n: Earned Strategy: Increase earned media and public awareness for Greater Palm Springs by executing a year- round program of public relations activity fo engage domestic and infernafional audiences and defining fhe CVB as the go-to source for destination information. Public Relations Tactics: Introduction •Identify potential story angles against By leveraging the owned and bought media with a concerted Media Relafionsefforf,the market niches. CVB is able fo extend the reach of pofenfiol clients and visifors exposed to Greater Palm Springs brand messaging.The hundreds of free earned media placements generated by •Support needs to achieve stories. the Media Relations team will allowtheCVBto build significonflyandpositivelyuponthe •Identify unconventional means to CVBs paid media schedule.The Media Relafionsfeam willconfinue to form and mainfain gain exposure. strong relationships with media,consumer brand and CVB Partners fo deliver high-profile •Target publicafionsfhat align with the successful public relations strategies. targeted niches. Public Relations Strategy • nt eiclesfrom traditiona) print to social media. Identify Potential Sfor An lesA ainstMarketNiches The Media Relations team will continue to stay current F with travel trends and keep in close communication with Partners to keep updated on destination highlights. • f The team will focus on creating story angles that work f� in conjunction with the Media Plan and the directed t _ ° niche markets.Story angleswill be pitched and shared through avariefy of avenues including media ( receptions,dinners and missions. I ' \ 1 The MediaRelationsfeamproacfivelyengages • `,f with media contacts on o monthly basis to secure domestic and international press coverage that carries appropriate key messaging for Greater Palm Springs. Alaska Airlines Magazine This engagement includes reactive handling of press inquiries,setting up press trips,managing press launches,events and conducting press interviews with L.A.ParenlMagazine a variety of media from news and current affairs to fashion and food. Support Needs to Achieve Stories The Media Relations team will continue to utilize its partnership with Visit California as well as fhe CVB's international representation in the UK,Australia,Chino and Germany. The international offices have provided opportunities for media exposure that would not have been previously possible. ; i- To this end,the Media Relations team will continue to host press visits for both domestic and international media to allow media Sociefyof American Travel Wrifers Western Chapter-Conference to experience the destination firsthand. In addition,the foam will update the visifgreaferpolmsprings.com press room to f provide mediawifh easier accesstoneeded i .. materials.Creation ofnewandfreshcontenf will be made available on oweekly basis. Post-IPWPressFAMfour 36 consumermork•fing greoler palm springs convention&visifors bureau Identify Unconventional Means to Gain Exposure Efforts will continue to promote the destination through in-market PR opportunities such as giveaways with corresponding coverage.The Media Relations team will utilize in-market public relations firms to share the brond with consumers in the drive and direct flight markets. The Media Relations team will seek unique and new opportunities to bring exposure to Greater Palm Springs.Utilizing social media outlets such as Instagrom to host a photo weekend will provide opportunities to create viral interest in Greater Palm Springs.The .� Media Relations team will pursue opportunities through national and regional broadcast exposure wifh the creation of new and unique events. Target Publications that Align with Targeted Niches The Media Relations team targets the travel and lifestyle media specializing in the recognized nine niches.Working in tandem with the Media Plan,the Media Relations team will assist with editorial opportunities as well as coordinating adveriorial needs that may arise.Press releases and pitches showcasing visitor segments and providing relevant niche TV Daybreak Show(UK) story ideas will be distributed to targeted media lists. Identify Media Vehicles from Traditional Print to Social Media Beyond traditional efforts,strategic targeting of bloggers,online media and other influencers will be key to creating deeper engagement and greater communications impact with the public.The CVB has contracted with mamma rur"mwrurwawnn ARIAto create socially focused content anddisfribute to key bloggers and social influencers.Traditional print •---•----• media continues to have a stronghold in key markets, and the Media Relations team will continue efforts to ? ,�.;,"""_N�,__�,_ _,__, gain print editorial as well as the ever expanding i + Motorhead Traveler digital realm. In 2013,the Media Relations team was instrumental R "in national and international opportunities such as HGTV Star finale,Today ShowAustralia and UK's ITV Daybreak Show.The Media Relations team will continue to seek out opportunities that will provide Greater Palm Springs with broad-based national and P international exposure,placing the brand in front ofpotential visitors through all mediums. Mrs.O Around the world Today Show Australia BoOm. _ -... ...r.+�..+.....�._.r.�....r..., the Coachella Valley Watch Boom.com Alaska Airlines Magazine greater palm springs convention&visitors bureau consumermarketing 37 f consumer • - • Media • n : Earned The following is a description of the CVB's Media&Public Relafions Division's Program of Work for January-December 2014. The CVB offers Partners multiple cooperative opportunities to connect with press and the public by co-hosting media and public events in key markets,and by hosting visiting media on assignment in Greater Palm Springs.Participation is limited and fees apply. January August Humana Challenge Golf FAM-January 13-17 Visit California Australian PR Mission-August 24-29* Relaxation&Rejuvenation Press FAM-January 28-31 Los Angeles Media Calls-Date TBA Los Angeles Media Calls-Date TBA September February Society of American Travel Writers National Convention- Visit California Outlook Forum PR Track-February 5-6* Sepfemberl5-20* Pre-Greater Palm Springs Restaurant Week FAM-Dates TBA San Francisco Media Dinner LGBT Press FAM-February 10-13 UK Press FAM-Dof@TBA March October BNP Paribas Open Meeting Press FAM-March 3-7 Los Angeles Media Dinner-Ocfober7 Outdoor Recreation Press FAM-March 10-13 Romance Press FAM-October 13-16 Visit California New York Media Reception-March 18* Canada Media Calls-October 20-23 April November USTA International PowWow Media Marketplace-April 5-9 World Travel Market-November 3-6* Visit California San Francisco Media Reception-April 29* Outdoor Recreation Press FAM-November17-20 May December Summer in the Oasis Press FAM-May 12-15 Arts and Culture Press FAM-December 1-4 California Winemasfers Top Ton Event(Warner Bros.Studios)- Chicago Media Event-December 9 Moy 17 Year-round Los Angeles Media Calls-Date TBA Individual and group press trips as requested June Note:July 2014-start of new CVB Fiscal Year.Media activities Visit California Toronto Media Reception-June 6* are proposed and tentative until budget has been approved.All dates/months are subject to change. Visit California European PR Mission-June 9-13* *Registration is through Visit California.Space is limited and July fees apply. New York Media Calls-July 21-24 Bay Area Travel Writers Meeting Hosting-Date TBA* 38 consumermahefing greater palm springs convention&visitors bureau consumer • - • • e •y: Measuring Success Tactics: Moniforing Percepfions •Review established best practices to To determine understanding of the area and ad effectiveness,success measurements measure ROI. will be employed.Working through a research entity,Strategic Marketing and Research, Inc.CSMARO,consumer surveys will be conducted to evaluate and quantify ad •Conduct research fo sef a baseline effectiveness and awareness of the travel destination. benchmarkfor evaluafion of advertising l effectivenessanddestinafionawareness. SMARlsfarfedfhe process byadcroofivefssting: First,Creative Testing was employed,where ads are tested with a random sampling •Random pre-awareness market fesfing will of people before they ran in publication.Ads were tested for relevance,favorobility, measure a variety ofinefrics, believability,ratability and inspiration to travel. •Perceptionswillbetesfedposfcampaign Random or random within our key demographic. foevaluafeeffacy and determine Next,SMARl will embark on destination pre-awareness market testing where information ongoing strategies. will be gathered on Greafer Palm Springs relative to the current image,interest in visiting,barriers to visitation and identification of comp set. In the final phase,SMARI will conduct a post-Consumer Awareness Studyto quantify the effectiveness of advertising in increasing awareness of the brand and,ultimately, inspiring visitation to the area. Findings will be evaluated based on the following points: •Advertising Awareness •Creative Evaluation •Impact on Perceptions •Impact on Information Gathering •Incremental Travel will 17* Alm tF i greater palm springs convention&visitors bureau consumer marketing 39 convention sales Nil WWI fr F Overview Objectives The Greater Pa I m Springs Convention&Visitors Bureau CCVB)Convention Sales • Analyze current industry trends to Department leads all convention meeting and group sales efforts.The department determine new and growing market works collaborotively with a wide range of industry Partners to achieve growth in segments with potential fautilize the overall meetings market share for Greater Palm Springs.This is accomplished the destination. by making the planning process as smooth as possible for meeting professionals. a Generate group leads and assist The CVB team offers unparalleled,highly personalized customer service.Meeting destination hotels to confirm booked professionals ore introduced to the wide range of valley Partner businesses,including business for current and future years for destination acfivities,desfinafion specific fours,transportation options,signature Greater Palm Springs. events,and the many exceptional valley lodging options,providing a full picture of the exciting possibilities that can be found in Greater Palm Springs. • Promote Greater Palm Springs to Meeting Professionals of frodeshows The Desfination Services team provides essential assistance to meeting professionals and sales missions as the desfinof ion to and their attendees who confirm conventions and events for Greater Palm Springs, hold conventions and events. This full range of services includes recommending facilities,attractions,transportation, as well as itinerary suggestions for group attractions,spousal programs,golf • Increase awareness through advertising, arrangements and off-site venues for group functions and housing services.In addition, media and promotional efforts with the department can provide assistance to build oftendonce.In2014,the Destination meeting executives. Services Department will enhance offerings to create even greater impact. Greater Palm Springs continues to benefit from exciting enhancements,including upgrades and expansion of existing hotel products as well as the development of new offerings in 2014 and beyond.Working with its Partners,the CVB continues to aggressively communicate these exciting changes in market inventory through the department'swebsife,client newsletters,advertising,trodeshows and sales literature. In the coming year,the Convention Sales Department will continue its momentum from 2013 by ougmenfing and improving successful strategies info 2014 and beyond. 40 eonvenfion sales greater palm springs convention&visilors bureau Overview: Market Segments Room Nights by Market Segment Association Market The association market,which includes state and national associations,comprises 6% the largest business segment for the CVB.To continue fo build upon past success, in 2014 the CVB will actively participate in sponsorship opportunities at association tradeshows and events.The result will provide heightened brand exposure fo key decision makers.The plan also includes the CVB working closelywifh destination Partners to develop the 2014Tradeshow Marketing Initiative.The initiative showcases Partner businesses in keyverfical association markets.Partners included in the co-op will be featured in both printed and digital delivery opportunities such as pre-show event offendees promotional teasers,destination sales brochures and special offer premium inserts and post-event collateral to all attendeeswho visited or expressed interest in Greater Palm Springs. Corporate Market The corporate market has continued to show promising growth based on favorable economic conditions and an ongoing reversal of the misperception of Greater Palm Springs as a resort-only destination.CVB efforts have ensured fhaf meeting executives now better understand that the destination offers reliable air access,economical rates and a vorietyof propertiesfhat meet meetings specific requirements.In 2014,the CVB Leads by Market Segment will continue to focus on this lucrative market by affending new shows catering to the corporate meeting planner.One example is the Smart Meetings Smart Mart one-day and 3% three-day sessions,where one-on-one appointments match key meeting destinations with interested buyers.Addifionally,fhe CVB will offend the American Express Supplier Showcase,which provides the opportunity fo meet American Express buyers. Incentive Market Incentive based clients traditionally work with CV Bs after the meeting has been placed,and They need destination information,such as off-sife venues,activities,local restaurants,and activities for attendees.The CVB has seen steady growth within this key market with consistent lead and booking opportunities.The CVB has incorporated meeting executives from select incentive companies onfo the CVB Client Advisory Board(CAB)to help gain a more thorough understanding of buying habits.The result will allow programs and information to be tailored to effectively meet the needs and desires of Phis customer growth opportunity. Sports Market ■Association ■Corporate ■Incentive Sporting events represent an exciting"niche"market for Greater Palm Springs.The CVB has taken a more active role with valley cities and sporting venues to promotethe ■ SMERF Sports destination as o desirable location—especially for youth-oriented sporting events. In addifion to offending the respected TEAMS annual conference,this year Connect Sports Marketplace in Orlando is being added.This one-on-one meeting format has shown solid growth in the last fwoyears and promises to be an effective event forthe CVB to identify programs that area good fif for the benefits our desfinafion has to offer. greater palm springs convention&visitors bureau convention sales 41 convenflon sales: Growing Markef Share Strategy: Expand opportunities with new and escalating markets io generate additional meeting opportunities. I J I Tactics: Groups for Venues *Analyze current group market to The wealth of unique and inviting destination venues help posifionGreafer Palm Springs to deform ins future growth potential. attract new event programs.Events utilizing these type of venues have a tendency to use multiple hotel products to house its attendees.National youfh sporting events hove shown •Focus on venue specificindustryevenfs increased interest in Greater Palm Springs due to the venue selections available.Continued that could utilizeexisfingvenues. participof ion in TEAMS frodeshow and the add if ion of fheCollinson Publishing'Sport *With the now TAP report that shows Connecf"exhibition will provide additional lead opportunities for Greater PalmSprings. booking pace and activity over an Greater Palm Springs is home to a wealth of mulfi-culfuralorgonizofions.The CV13 will identify eight year span,the CVB and hotel nafiona I affiliations that could potentially utilize the products herein Greater Palm Springs. ParfnerswilI devise plans and actions to better promote and package Research meeting'"deals"thaf target need The CVB will expand important industry and destination specific research fools by periodsthat now are better identified incorporating new information available to Partners.The Trends,Analysis and Projections bythe Hotel TAP report. {TAP)2014hotelreportwillnowofferourpropertyPartnerslongtermpacereportsover an eight year span.Hotel executives wil I have better intelligence on how the destination •Targef small executive meetingsthat long-few booking pace is performing.This data should give hotel management better haveconfirmed to meet in Greater Palm opportunities to see where they can increase profitability or adjust inventory availability Springs.Develop strategies to promote during peak occupancy as well ossoffperiodswifhinamonfhoryear. the destination to their larger meetings, exhibitions and events. Grow Lists •Develop technology applications for The CVB sales departmenfwill embark on an account and client reviewwifh Simpleview. instant client feedback on their site visit This will assist the CVB sales efforts by streamlining accounts by their activities, experience through Drop Thought. affiliations to third parties and potential for growth.With the updated database,the sales team will have reports available that target customers who book business off-peak, •Expand f he CVB library of testimonials mid-week and during summer months.These existing organizations manytimeshove with new vignettes from Client affiliate companies that also organize meetings. Advisory Board members during(heir meeting in January. Tradeshows Key industry events will be added to fhe 2014 sales travel calendar which concentrates on important market segments that maintain and expand the destination's opportunity to increase demand and performance.Both the Society of Incentive Travel Executives (SITE)Global Conference and American Express Supplier Showcase have been added. These important segments of the meetings industry have shown improved growth over fhe last two to three years for Greater Palm Springs. Increase Engagement The Convention Sales Department will continue to sponsor industry events that have targeted Greater Palm Springs as a host event location.Face-fo-face engagement with industry leaders such as HelmsBriscoe,ConferenceDirecf,Destination Marketing Association International,American Society of Association Executives,and Society of Incentive Travel Executives will help sfrengfhen fhe destination notoriety as o premier meeting location. CVB Convention Sales and Services Committee In 2014 the commiftee will be asked to creafe programs to attract new business to the destination.Sub-commiffees will be created by industries that show future promise fo expand their meeting and convention needs. 42 convention sales greaser palm springs convention 6visifors bureau convenflon sales: - • Strategy: To develop unique and engaging creative assets distinctive to our destination, fhot engage meeting professionals and set the desfinafion apart from ifs compefifive set. Developing creafiveassefsthat engage customers and separafe the destinaiionfrom Tucfics: its compefifive set is a fop priorityforIhe Convention Sales Department.Showcasing .Work with local artist,Josh Agle(SHAG), Josh Agle's'SHAG'images have not only been well received,but al so awa rd wi nning to create new sfylized images f or —garnering a first place award for booth design of CoISAE in December.For 2014,the advertisements,fradeshow booths and CVB has commissioned fhe orfisf to create nine original images to represent the meet- ings experience in Greater Palm Springs. various promotional efforts. The fogline'Modern Meetings Oasis'will be used and is designed to overcome past a Review new creative concepfswifh our stigmas that the destination was old and dafed.'Modern Meetings Oosisr brings focus Client Advisory Board for further input. to what is new and trending in the destination for meetings and groups. CAB members are key fo assuring the destination is represented in a unique and _ positive manner to the conventions and meetings world.Assets,from prinf ads to fradeshow booths,will be presented to this group for review and " ate feedback.The YPartnership Image and Awareness sfudy will also be •-��^ ^^°^�^ - utilized to align concepts and assefs to best showcase the destination. .n..ey..f...q.p = r t � I .'f+ •o• � . : i r .ql V 1 , �f 2013 CaISAE Seaon Specfocular greaser palm springs convenfion&visitors bureau convenfionsales 43 convenfion sales: Face-To-Face Strategy: Promote Greater Palm Springs as a venue for meetings and conventions to meeting professionals at Tadeshows and cusfomer sales missions that will result in hotel lead generation and booking opportunities. Tactics: •Promote Greater Palm Springs to meeting --- professionals byoffending 17 industryfradeshows in 2014. _ •Organize eight sales missions for destination Partners in strategic locations - - domestically delivering a unique 1.I experience so that meeting professionals correlate Greater Palm Springs as new, _ vibrant and disfinguishable. ` •Incorporafe fhe CVB brand and messaging,'Modern Meeting Oasis" ~- inthefrodeshowboofhdesignsto I _ increase traffic,awareness and _ interest in the destination. •In 2014,add the Sociefy of IncenfiveTravel Executives(SITE)Global Conference, Smart Meetings"Smart Mart"events, American Express Supplier Showcase and Connect Sports Marketplace to the department's travel plans. 20131 MEX America Tradeshows The CVB is strategically expanding and refining the number and types of frodeshows attended while developing additional event sponsorship opporfunifies to further _ - heighten the brand's exposure. The Society of Incentive Travel Executives(SITE)Global Conference and The American Express Supplier Showcase are two events that target important,high-end segments of the meetings industry.Both have shown continued growth for Greater Palm Springs over the lost threeyeors and consequently have been added to this year's schedule. The CVB is developing targeted,creative opportunities designed to further promote t Greater Palm Springs to event attendees and further distinguish the destination from that of the competitive set. • On a macro level,our 2014 Tradeshow Marketing program strategically provides opportunities to showcase Partner businesses in key verfical markets.Selected segments include national&state associations,corporations,incentive groups, 2013 ASAE Annual Meeting&Expo financial institutions and social,military,education,religious,and fraternal groups (SMERFinarkets).Acomprehensive pre-and posf-showcommunicofionstrategy, coupled with an exciting,enhanced CVB fradeshow booth carrying'TheModern li Meeting Oasis branding is well positioned to attract increased buyers. 44 convemionsales greater palm springs convention&visitors bureau Scheduled Tradeshows for 2014 include: Scheduled Sales Missions RCMAAnnuol Conference, IMEX Incentive Show, for 2014 include: Sacramento(February 2014) Las Vegas Northern CA-February ConferenceDirecf Annual Partner (Ocfober2014) SoufhernCA-March Fair,Anaheim(March2014) FICPAnnualMeeting, Texas-May HelmsBriscoe Annual Oahu Hawaii Pacific NW-May Meefin Dallas(April (November2014) g� as P Washington DC-June ASAE Springtime Annual Holiday Showcase, Midwest-June Conference DC(Moy2014) Chicago(December 2014) Incentive Works,Toronto Cal SAE Seasonal Program, Northeast-July (Augusf2014) Sacramento(December 2014) Mountain Sfafe-Sepfember Sales Missions The CVB undersfonds fhe critical importance of direct sales and relationship building as key elements of the buying process.In 2014,the CVB will substantially expand the frequency of direct sales missions fo key feeder markets.Missions fo San Francisco, Los Angeles,Orange County,San Diego,Houston,Dallas,Chicago,New York,Boston, Seattle and Washington D.C.will help solidify relationships with existing clients,as well as ensure the Greater Palm Springs market is top of mind for potential clients. 1• e, Sales mission events are becoming more interactive with events focused on experiencing the destination.Offering clients a fresh view of fhe"Modern Meeting - Oasis"and showcasing Partner enhancements brings on aura of fun fo all events and provides o liffle piece of Greater Palm Springs fo fheir hometown.We are stepping y� away from formal"traditional"presentations to present the destination material digitally viafheiPad.Wifhtheswipeof the finger,any resort,offrocfionordesfinafiondetailis \ immediately at hand. 2013 No Cal GM/Client Event-San Francisco 1 r w,. �NEYARDS �fiy U;i ERMORE VALLEY �u♦ s r - s 2013 NE Sales Mission-Roslor 2013 No Cal GM/Client Event-San Francisco greater palm springs convention&visitors bureau convention sales 45 convenfion sales: Positioning The Destination Strategy: Elevate perceptions of the destination and enhance the positioning of the Greater Palm Springs CVB as a preferred destination in the meetings and convention market. Tactics: •Increase leadership parficipationwifh key industry groups and events. •Overcome misparcepfionsregarding Greater Palm Springs'air service ry inadequacies by partnering with Palm Springs International Airport(PSP)to - Y— educafeM set ing Prof essionolsandthe _..__. planning community about the benefits of .. flying to Palm Springs. — •Strengthen f he desfinof ion's message ,� .,,�. ,..... .� and brand awareness through key national consumer and industry trade publications. •Provide CVB destination Partners Show Sponsorship additional exposure of fop-level Increase the CVB's leadership involvement within high-profile national organizations frodeshows and expositions in 2014. that shape and guide the meetings and events industry.Top-level involvement strengthens the position of Greater Palm Springs as a destination that remains on the •Employ a regional publicaf ion and f orefront of identifying and responding to industry fronds and iniflafives.The effort fradeshow campaign for California- further exposes the CVB to leaders of major organizations who can be influential in based meeting executives in Southern helping to position Greater Palm Springs as a major destination to a larger audience and Northern California, of meeting professionals. High-profile national organizations: Air Access American Society of Association Continue the CVB's successful'Come Fly..On Us"program for meeting professionals. Executives(ASAE) In coseswhere they present objections to air service frequency,connections or California Society of Association availability,the CVB offers to fly the meeting professional to Greater Palm Springs of Executives(CaISAE) the CVB's cost so they may personally experience the destination and the accessibility Destination Management Association of PSP to locations fhroughouf the US. International(DMAD The CVB meefingswebsite has been enhanced to show more comprehensive details Financial S Insurance Conference about air access to the destination from various cities in the U.S.and from abroad. Planners(FICP) With input from PSP personnel,the CVB can provide a full overview to them about Meeting Professionals International direct and non-stop cities,times and pricing for full review. (MPU Promote testimonials from meeting professionals and Client Advisory Board members Professional Conventions Management about the benefits of flying into PSP. Association(PCMA) Society oflncenfive Travel Execufives Provide meeting professionalswith frequent communications on upgrades atPSP..The (SITE) new quarterly Convention Soles e-newsloffer,sent to a key client database,will offer information on enhancements such as new service and terminal enhancements as well as updates about PSP and airline partners. The CVB will communicate new air service information to the meeting professional community during fradeshows;sales missions and familiarization trips which will also be utilized to communicaie air access enhancements. 46 conventienseles greater palm springs convention G visifors bureau Advertising The Greater Palm Springs CVB will fake advantage of media buys,including dedicated page spreads to increase CVB/Parfner exposure to meeting professionals, - meeting executives and CEOs.Additional affribufes will consist of destination video clips,banner ads,publication newsleffers fo subscribers,custom e-mail messaging, client testimonials and an enhanced commitment to digital communication. Development of targeted collateral and marketing materials That are specific fo each showand audience.This includes pre-show promofional teasers,four page (! desfinafion sales brochure,Partner ads and special offers via an event insert.Post program collateral will be sent to attendees who express interest in the destination. Expand Greater Palm Springs group message by partnering with regional publications to reach to statewide meeting professionals and executives.Included in this sfrofegy are custom banner and digital ads,an updated CVENT listing on the dedicated landing page,custom e-mail messaging,and destination profiles in special ,y Southern California'Desert"issues a nd newsletters to reodersh i p. L Media and PR Earned media is a critical key to positioning Greater Palm Springs as"Modern Meeting "''"°""'"'""°°""°""'"'"`"': 44 Oasis."By positioning Greater Palm Springs as an off racfive travel destination for "polmsprings convention and meeting groups the CVB will positively impact room nights.With the -•=°ro��a .°,°� w, — m"^`"''^""""°" ever-changing media environment,expanding the realm of media outreach is a vital key to disseminating the brand message.Used strategically,media will provide the � • K. �: .m",......_._............_ underpinnings to help change misperceptions ranging from weather and air service to venues,and room rates. \\ The Convention Sales team is widely recognized for encouraging meeting professionals \ 1 to consider Greater Polm Springs though the development of uniquely creative / programs and events.Once a program or event is developed,Convention Sales works in tandem with the Media Relations team to effectively pitch the events,trodeshows,and familiarization fours.Media Relations also collaborates with the Convention Sales team to identify new frends and opportunities for meetings and groups. The Media Relations team is constantly seeking ways to leverage what is currently trending to more effectively target media read and followed by national&state ` associations,corporations,incentive groups,financial institutions and social, military,education,religious,and fraternal groups(SMERF markets).The team also engages strategic targeting of bloggers,online media and other influencers as an ongoing path to developing deeper engagement and greater communications rd, meefinq oasis. impact with meeting professionals and showcasing the destination's wide variety and unique meeting venues. .. In 2014,the Media Relations team will host 10 group or individual meetings/groups publication familiarization fours,distribute monthly"Whot's New"destination updates and facilitate up to three quarterly meetings and Partner interviews with the meefings press.A customized meetings press familiarizafion four is currently slated for March 2014,in addition to specialized group sports and entertainment media destination visits. grea{er palm springs convention&visitors bureau conven{ion sales 47 convenflon sales: Nine Reasons to Visit Greater Palm Springs meetings in greaeee.- springs Online Markefing `+ Websife In Aug usf 2013,fhe CVB launched a comprehensive,now websife dedicated fo meefing and event planning:meetings.visifgreoferpalmsprings.com. ..,... � ti This new online destination is dedicated exclusively to the meeting professional and allows them to quickly and easily research meeting venues and service providers.For .._ti........ each hotel,the site offers full property details,including hotel features,phofos,floor plans—even a"compare"fool is available.The new site is a clear demonstration of the u.to. N r CVB's goal of providing easy to locate information to assist in creating unique and successful events for clients in Greater Palm Springs. By employing functionality f rom third parties,such as CVENT,the site features rich filtering capabilities.Attributes such as largest ballroom size,banquet capacity, number of rooms and more are easily accessible."Comparison"funcfionaIify for hotel searches allows meeting professionals to quickly compare multiple hotel and resort properties.Added value is achieved by feat uring articles and content created specifically for this audience—wriffen by industry publication wrifers who deeply • - • understand this specific audience. Newsletters The Convention Sales foam produces and distributes a quarterly newsletter to all clients highlighting updates to the destination,product and air service.This piece also helps to market destination promotions,such as fhe successful"Come,Fly...On Use ro...,..,,. o .. . , • campaign and Partner deals and incentives. In December 2012,the team took the newsletters to the next level by producing an individualized version for each Sales Managers clients.The new format featured an infroducfory let for directly from the Sales Manager.Distribution has also significantly expandedta include all clients. t With a majority of professionals accessing e-mail on mobile devices(Yesmail estimates that 61%of consumers read of least some of their emails on a mobile device),the CVB's newsletters are all"responsive"—fhis means that the newsletter -^�^^'^^ q^-'^�q �� displays appropriately to the screen size ifis being view on—making it easier for the ® y recipient to review the content. .«..-.d.., Analyzing individual sends is arguably the most important piece of the newsletter " Q© 48 convenlionsoles greater palm springs convention&visitors bureau strategy.After each send,a thorough review of the analytics for each individual Manager's newslefter helps identify which confent drives the most engagement,any design changes that may be warranted,bra insform enhancements and develop a/b tests to drive better performance.Additional analytics will allow future newsletters to offer dynamic versions targeted by vertical and geography,providing even more relevant content to individual meeting professionals. Promotions The team will actively leverage the recently launched meetings website to help drive additional promotions info the market beyond"Come,Fly...On Us".By reviewing successful programs in other destinations,(i.e.giveaways for RFP submittals)as well as brainstorming new and innovative promotions,the team will drive incremental booking activity info Greater Palm Springs. Enhanced'New"Meetings Website/Digital Tools rA 4 _ The CVB is constantly developing newways to engage clients before they visit the destination.One prime tactic is through use of the new meetings website.The CVB's Wanderlust Festival upgraded websiteinvifes qualified meeting executives foufilizefhe available tools 2014C�..f.,P.Iiss Spnmg,Bid Book for preliminary destination research.In addition,the sife offers meeting professionals abundant marketing information to help sell Greater Palm Springs to attendees. Through new testimonial vignettes,meeting specific phofogrophy,and informational articles/sfories on what is new and upcoming in Greater Palm Springs,the CVB will continue to enhance and engage clients.Keeping the website simple and easy to use makes learning more about the"Modern Meeting Oasis"effortless and engaging. come, fl on us. gas up and go... it's on us. IIS'odaMoof",,in Gaab.d lh E o—o 6psnmowr maimanddid hn hmow Calinb Wks Greolvialm 5pirg,ue,O lCVs P,:d.rv.,mn yy« Hi. M I.i* ,won,.41.---inn. .pof V8.1.tlencenn,o,-H Nks —loin- p... bny,.wncsalA lasloollw.Ow CVB pmbaumisxiA boy yvu M.ougM1 wr This 1-1 e.1.-C ry wilM1n,eewmdgroup of WEk,w- o hoomlxwasluw,,oh kko.n, unq ocFMwa.axcmmedaRem oM om.nXi«IM1a1.iX Msl nApu,gmup'smM,, ewnlmlyeulea,0esis.Yawgesnli,wis onus lool'Evpnnance.M1al G,eob,POMSpnigr M1o,looNv,. « u»ynmaX.mnnlnq.mnllyxllnym.'*n«I:y,00,;i_on.. t Y1 � �r I(II � � wft• IR f 'F I woul oo,iom.,ll,...m I wo—kon m° � s .' To.,.i—wow.-gmuP.ndge'p�° Iio, «,. Mnelnw.nl, ml«,inwbnl j palmsprings Pbo...onln.lo„ol« rol«,inml,nl c m«B.gsepebs«rire,a^,iv,m n,ese-nsww �A`� m....Ma,e:dw,w«. m - G U «nng.epml.,.p.n,g....i..cw.nees-nseow I � Palm springs .......,.w...,.,,a...—«+n..wF.w.. .m,...,...-........�,-..s....e GG1U m....nnm,nm.uo„s.,«. greater palm springs convention 6 visitors bureau convention sales 49 convenfion sales: Information, Reporting Strategy: Gain greater insight and awareness by utilizing both exisfing internal and new external sources fo help increase efficiency and accuracy of informafion gathering which will further aid in strategy development for hotel Partners. Tactics: Trend Analysis •Utilize state-of-fhe-arf analysis and Ufilizing the new Trend Analysis Projections hotel report(TAP)to assist hotel projections to provide greater forecasting Partners with long-range forecasts and strofegicplanning.In2014 the CVB wilI and strategic planning for hotel Partners. fund the of oremenfioned report for specific properties in the Greater Palm Springs marketplace.This hotel specific forecasting fool will assist properties with long range •Providef he fools and capabilities to plan rate and occupancy strategies. analyze the impact of individual and group events upon their destination. Provide the measurement fool to our destination Partners forthemto gouge individual group impact on their hotel and community in which they reside.Increase the capabilities •Utilize the Client Advisory Board(CAB) to analyze individual group events and their economic impact on the destination. composed of fop customers fo gain valuable insight and perspective into the Show total expenditure by group that provides more detailed information such as taxes challenges facing today's meeting collected,jobs supported,estimated attendee spend and total event expenditures. prof essionals that lead to actionable DMAI Economic Calculator strategies. Utilize Destination Marketing Association International(DMAD Economic Impact •Enhance the knowledge, Calculator to report more concise financial reports specific to Greater Palm Springs professionalism and expertise of senior and its surrounding communities.Destination Partners will be better prepared to meeting and convention staff through assess individual group impact on both their property and community,allowing for accreditation. more educated decisions on programs. "...on outstanding Forum to bring together Client Advisory Board (CAB): leaders of the Meeting,Eveniand Travel The Greater Palm Springs CVB Client Advisory Board(CAB)brings together a group Industry to discuss and strafegize on key of destination advocates to guide,advise and shape Convention Sales efforts.By issues facing our indusfryand the uniqu a tapping into the ideas of fop customers,valuable insight and perspective is gained y destination of Palm Springs.The CAB is m Annual Business Strategy Conference." into the challenges facing today's meeting professionals.The result allows the CVB to improve targeting and offerings,which will ultimately maximize ROL Key items on —Doug Wheeler,Founder&Principal at the 2014 agenda include:Convention Sales Progress Report,updates on ground Summit Performance Group transportation,EIC/ROI and posf-con reporting and progress in brand development and infegraf ion. Staff Training-Cerfified Meeting Professionals A key goal of the Convention Sales department during the next 36-48 months is to have the majority of senior sales staff accredited as Certified Meeting Professionals after completing a detailed program through Meeting Professionals International (M PU.Through a variety of educational components available to the sales team including industry webinars,study groups and educational sessions at key trodeshows and events,CVB staff will log sufficient educational hours to prepare and fake the CMP course.Accreditation as Certified Meeting Professionals,as well as other designations available through DMAI and PCMA,will enhance the CVB sales team's expertise and commitment to their industry. 50 canvnfionsalas greaferpolm springs convention&visitors bureau convenf ion • es: Indusfry P• rfnerships Strategy: In 2014,fhe CVB will advance our CVENT, HelmsBriscoe, ConferenceDirecf and Destination Marketing Association International partnerships to increase exposure and promofe the destination amongst organization associates and meeting professionals. CVENTisa popular platform ufilized byFortune 500 companiesand largemeefing Tacfics: planner organizafions to disfribufe lead opporfunifiesto desfinations domestically •Improve fhe desfinafion exposure and and internationally.Our improved marketing efforts to these buyers has resulted in a marketing efforts to increase lead significant measurable increase in lead distribufion and mosf imporfantly,booked room generation and confirmed bookings for nighfs for desfinafion Parfners.In 2014 an upgraded CVENT partnership will include a fhe desfination. premium lisfing on the CVENT meefing planner websife.This enhanced partnership also provides exposure directly on compefifor listings and is projecfed to make on immediate •Aff end industry Partners'key evenfsand impact on future lead opportunities. assist desfinafion hotels and resorts HolmsiBriscoe(HB)is the highest volume purchaser in the meefings and event inclusfry, to offracf and sponsor meet ings and The organization boasts fhe most expansive and experienced network of associates in evenfswifhf hose prof erred Partners. the market.HE associates span over 55 countries averaging 12 years of hotel,meeting •Enhance the GPSCVB content and planning and indusfryexperience. information on our Parfners'websifes ConferenceDirect is one of the leading meefing planning organizations in fhe to expand our brand awareness and industry.ConferenceDirecf has 325 Associate Meeting Professionals,assisfing with positioning as a premier meeting desfinafion. 8,165 events each year and is responsible f or 2,750,000—hofel rooms booked annually. ConferenceDirecf assists clients with group room confracfs,site selection,confrocf negotiations,conference management,housing managemenf and registration management for their customers. Destination Marketing Associafion Infernafional(DMAI)is fhe global trade association for official destination marketing organizations(DMOs),Destination Marketing Association International profects and advances the success of desfinafion marketing worldwide.DMAI's membership includes over 600 official DMOs wifh more than 4,100 staff members in over 15 countries that command more than$2 billion in annual budgets. i is.. c 2013 Clienf Advisory Boa rd Meefing 2013 IMEX America 9 roofer palm springs convention 6 visifors bureau convenfionsales 51 convenfion sales: and Building • • — Strategy: The Destination Services team will continue to utilize proven tactics to yield increased bookings and grow attendance at meetings. Tactics: Site Inspections *Enhance and promofevisifsfofhe In 2014,the CVB Destination Services team will continue to turn visits into bookings by desfinationfhough a variety of continua I lyim proving fhesife ins pecf ion experience.By personalizing each visit based facfics fhot have proven successful in on a client's meeting history and individual needs,the team is able to build a stronger generating bookings. client/manager relationship and set the tone for a dynamic destination experience. As the client's"One Stop Shop,"pride can be taken in our thorough knowledge of the •Host FAMs and Site Inspections to help clesfinof ion and ability to suggest and show unique venue options and/or hofelsfhof overcome object ions fhrough firsthand may not even be on the client's list of interests,ultimatelyfailoring the pitch to ensure experience of the destination, Greater Palm Springs fulfills all their needs. •Launch a Post Meeting/Event Program survey to collect ROI data and evaluate FAMs service to ensure we are exceeding The Convention SoIesdeparfinenf will host an Indust ry Meet ing Writers Destinofion client's expectations. Experience in early March 2014.Leading hospitality industryjournalists will join staff •Develop the'Now Hire Partner Sales onafhree-day program that will highlight various area hotels,venues,activities, Kit"providing the fools and information resfaurants and of fractions,in which these journalistswiII have anunforgettable needed to increase Partners expertise in experience to write about. the Greater Palm Springs market. In October 2014 the CVB will host fhe Greater Palm Springs Destination Experience FAM.Qualified meeting professionals will be invited from all different markets and "Attendees can enjoy dining of amazing ferrifories to get a feel of Phis Modern Meeting Oasis.This three-day program will be resfou rants,participate in the Thursday-night tailored to meet each attendees wants and needs.Area hotels,venues,activities, Street Fair,browsing the local shops,faking restaurants and attractions will be highlighted.Additionally,there will be educational pictures of fhe'Walk of Store and much more. sessions lead by destination experts to educate meeting professionals of what makes The weather is close to perfect year round Greater Palm Springs a great location to bring their meetings. and there are wonderful,scenic hiking spots, a variety of other outdoor activities including Post Meeting/Event Program golf and tennis,along with local'Hollywood" The Destination Services Department has grown tremendously over the last couple fours that attendees can fake part in before of years.Through the fall of 2013 the department assisted over 240 clients,referring or after conference acfivifies.The CVB them to numerous CVB Partners.These referrals greatly enhance client's overall also partners with many local stores and experiences in Greater Palm Springs.In2014,a Post Meeting/Evenf Program survey restaurants to offer discounts for all of your will be launched.The survey will collect informative ROl data as well as a simple attendees." service evaluation to ensure client's expectations are being exceeded. —Sharon L.Ruyle,Facility Confracf Manager, eventPower Additional services offered in the new year will include client specific microsifes, development of QR codes posted on the customers conferencewebsite for information and Partner discounts,details on ground transportation with available conference attendee discounts and charitable organization information for customers interested in including social giveback events for their meetings.These additional services will be helpful tactics to build attendance and inform attendees of all that is available to experience in Greater Palm Springs 1 52 convniionsalas greater palm springs convention&visitors bureau Destination Hotel New Manager Sales Kit: With several hundred individual propertysales managers spread throughout the Valley,position turnover is a significant concern.Many incoming sales managers are either new to Greater Palm Springs or work remofely in markets across the country. Introduced to CVB hotel Partners in 2014 will be a"New Hire Parfner Sales Kit"The kit provides new managers wifh the fools and information to increase their knowledge and undersfanding of fhe Greater Polm Springs morkef.The foolbox includes city specific facts and informafion,Palm Springs Infernafional Airport access dafa,area hotel specifications and a variety of other elemenfs designed to acclimate recipients to the area quickly and efficiently. Convention Sales Territories/National Nosk Western Canada Washingfoo Monlon. Nodh Dokofa � ■Eastern Canada Oregon data Minnesdo Sculh Dakolo Wisconsin �fiewV Wyoming MicM1igon •• Cen�. Pennsylvaril NorthernIowa Calil«nia Nebraska A....y Nevada Indlano Ohio loinis Utah Illinoiscs, Yiryiw Colorado Southern Knows mrym.o c6liornla Missouri Kentucky l Southern Nodh Ca.o6no Calif.or. Oktahorno Tennessee Arson. Arkansas New Mex¢o Seulh Caoli� Mis,=ti;ar Noboma Oaorgia •• Tems Leuir �A Hawaii El.ndl. Rob Osferberg,CMP Tammy Bucklin Michelle Morgan Vicki Keyser Rick Blackburn Associofe Direof.r of soles Director of C.nvenAon Sales Direcfor of Regional Sales Regional Director of Soles Vice President of Conventions Soles So cal:Orange County/Son Dieg. Services—Specially Accounts Washington D.C.EVirginia PacficNW/NoCal/Wedarn Canada I6696913b 2�969t306 7 o 969 eel 96P969-1366 A60.96913a bbdbwn@palmspingsaasrscom 2�969-13W �mlerCei"g@poimsp�gscasis.rnm IbucNinepolmpingwvacan mmwgonApalmspinysoasscan s4gser9polmspirgswsiacom Lynne M.Bowis feve Lee Matf Bark Joanne Yanovick Suzanne Aed Regional Direeorof Sales N.iionol Sales Man NofionalSd,,s Manager National Sales Manager N.hon.IS.les Manager Northeast E Eastern Canada Midwes! SoCol:Lang BeachyNorth E Sports Southeast Spedolly Markets—Religious/ 96P969-1365 I60-96P1ffi 260-969-1332 960.969-13io Enbd.irui Ilwrisepolm.piegm.ieeem zleeepolmap' mber4@pnknspringvoasis.eem � ekeylmynrgewvs.ewn �aa W��^is coo aced Im greater palm springs convention&visitors bureau coneenfionsales 53 ravel • u sf ry sa les Overview Objectives The Travel Industry Sales(TIS)team works closely with domestic and international The ROI for TIS is based on key travel agents,four operators and receptive operators to provide desfination measurement goals: information to position Greater Palm Springs as a premier leisure travel market. a Generate hotel and non-hofel leads Through sales efforts such as familiarization(FAM)fours,destination frainings, per fhe request of travel agents,four webinars,marketing promotions,sales missions,and fradeshows,TIS ensures that operators,or receptive operators. r. Greater Palm Springs stands out as a unique travel destinat ion worldwide. •Fulfill client requests for desfinoPion The department focuses on key domestic and international markets through these information through direct mail,online sales efforts.In 2014,TIS will target travel professionals in fhe drive morkefs of web requests,and client emails. Southern California and Phoenix/Scoffsdale as well as key fly markets such as •Meet face-fo-face with travel Chicago,Minneapolis,New York,San Francisco and Seattle/Porfland.The primary professionals by offending frodeshows, conducting sales missions,client events, international markets focus on countries such as Australia,Canada,China,France, product frainings,hosted FAM fours,and Germany,and United Kingdom.The TIS foam distinguishes some of their key markets site inspections. based on marketing initiatives,new flight service,and international representation. a Implement domestic and international The attention in these markets will enhance the overall perception of Greater trade cooperative campaigns through Palm Springs and bring awareness to new clients who have previously overlooked online,direct mail,odverf ising, the destination.The TIS team is establishing a larger presence in feeder fly cities in-sfore promotions,efc. through organized sales missions and co-hosted client events with airline partners. a Host high qualify familiarization fours In addition,TIS is focusing on destination training in airline and agencycall centers andsiteesfromkeymarleadingfour companies from key markets. as well as offending product launches with key four operators. •Develop and implement plans for new and emerging markets. 54 travel industry sales greater palm springs convention&visitors bureau Markef Segmenfs Receptive Tour Operofor Receptive Tour Operators are U.S.based companies specializing in bringing leisure frequent individual travelers (FIT)and/or leisure groups to the United States via international four operators.They contract direcflywith hotels,attractions, restaurants,and transportation companies in specific destinations so they can offer complete packages(fly/drive, four series,and hotel only)to sell to the international tour operofars.Depending on the destination,receptive operators _ can be a vital link in the selling process by reaching both the international tour operator in a specific country and the , 'O rrspritlgs individual visitor.In many cases,four operators based in other countries cannot produce the volume tojustify establishing r a direct relationship with hotels and suppliers or other travel t. products.As a result,they buyfheir product through a U.S. receptive operator. f Examples:American Tours International(ATI),Bonotel,GTA, Hotelbeds and New World Travel. Travel Agent Travel agents(person)or travel agent ies(company)are qualified to advise and arrange travel needs such as hotel rooms,meals,transportation,fours,and of her travel elements. They are often referred to as the store front or retailers of the industry.Travel agents ore on important part of the tourism industry and are still a direct link to the traveling consumer. Many travel agents are part of a consortium,a network ` t of agents who have preferred buying power with hotels, attractions,etc.Consortiums such as Virtuoso,Signature Travel Nefwork,and Ensemble Travel provide exclusive services to their luxury customers. ' Examples:Alfour,ProTrovel International and American Express Travel. ' • •Tour Operator/Wholesaler A four operator negotiates discount rates to package product • and sells direct through travel agents or direct to the consumer • via their call centers,tour brochures,and/orwebsite.Tour Northern California Travel Agent Tradeshow operators may specialize in distinct forget markets such as senior groups,student groups,bank travel clubs,golf groups,etc. Examples:Fairway Golf Vacations,Mainsfreet Tours and Travel Impressions. greater palm springs convention S visitors bureau travel industry sales 55 fravel indusfry • - Strategy: Promote Greater Palm Springs to domestic and international fravel agents, four operators, and receptive operators fhough client services, Partner referrals, face-to-face meetings, and by generating hotel and non-hotel leads. Tactics: Tradeshows •Attend 12 lead producing frodeshows. The TIS team is active in participating at industry fradeshows including IPW(formerly Pow Wow),World Travel Market,National Tour Association,and Go West Summit,among others. •Conduct 8-10 sales missions and host client event s in key markets f o These are appointment based shows where pre-scheduled appointments up to20 showcase fhedesfinat ion and further minutes long allow the CVB to promote the destination directly to travel professionals educate the clients. specializing in selling USA holidays within their respective countries.These appointments allow the CVB to showcase new offerings to current fop accounts, *Through sales efforts and face-to-face as well as reach potential new customers.For new accounts,a general destination meefings,the CVB isproacfive overview is presented,typically resulting in new hotel leads(requests for rates),non- in geftingGreafer Palm Springs hotel leads(group dining restaurants,attractions,efc.),or general client services featured in client brochures and on (requests for destination collateral).Participating Partners are encouraged to attend, websites worldwide. especially if they have something new to promote and are given the opportunity to •Conduct in-person destination directly present their company's information. training seminars for travel industry professionals who sell and promote Sales Missions 6 Clienf Events hotels and activities.These sessions help to So les missions i n our key target markets ol low the CVB face-fo-face contact with fravel increase room nighf production fo f he area agents,tour operators,and receptive operators to develop and build relationships and are a valuable selling fool. as well as discuss products featured in our client's portfolios.Hosting client events is a fun way to educate travel professionals on the destination and encourage active _-* participation,Many events feature o'speed-dafing'formaf for participating Partners to present their businesses,video presentation,and interactive games to enhance WELCOML destination exposure in these morkefs.With many other destinations competing TO for clients,the CVB creates an environment so customers remember Greater Palm Springs,ultimately encouraging their clients fo visif. Desfinafion Training S Webinars The CVB works with major travel agents and four operators to provide direct training to travel professionals in their call centers and offices.Market specific destination presentations are created to focus on attractions,disfance fo major gateways,hotel information,and general destination information.These valuable tools give agents the knowledge to more effectively sell Greater Palm Springs directly fo their clients, thereby increasing room night production. Troinings can be done at agency offices for 3-50 agents or in large call centers for up fo 100 agents.The CVB recently provided destination training of the American Express Centurion call centers inSalf Lake Cityand Phoenix,AllegiantAirlines call center in Las Vegas and international offices such as TUI,Flight Centre and British Airways Holidays in London. Southern California Client Event with Jim Wifhinthe lastyearfhe CVB has begun conducting online webinar trainings forfrovel ' Brychell,CVB and Jodi Graham,Ace Hotel professionals within airline call centers,second tier markets,and industryassociofions. Webinars offer agents the opportunity for education on their own Time and in the comfort of their office space.These webinors allow the CVB to reach a broader audience and allow Partners to participate in this cosf effective way of educating the travel trade industry. 56 fmo of industry sales greater palm springs convention&visitors bureau 2014 TIS Program of Work The following is a brief listing of the TIS Department's Program of Work for January-December 2014.Joining the CVB on these sales activities provides the opportunity fo meet face-fo-face with worldwide leisure travel professionals and increase company exposure.For a defoiled program of work visit www.visitgreaferpolmsprings.com under Partner Business Section. Januory2014 New York Soles Mission:January 13-17 February2014 Visit California Ouflook Forum:February 5-7 _ National Tour Association(NTA) Travel Exchange:February16-20 Go West Summit:February24-27 ' March 2014 ITB Tradeshow:March 5-8 Active America China:March 11-14 ,m - Select Traveler Conference:March 30-April 1 April 2014 "+•. 1 U.S.Travel's IPW:April 5-9 Spot lighf on the Soufhwesf:April 27-29 _ June 2014 Travel Alliance Partners(TAP)Dance:June 1-5 r California Cup:June 1-5 International Association of Golf Tour Operators(IAGTO)North American Convention:June 8-11 Visif California's European Sales Mission:June 9-13 July2014 AAA Cosfa Mesa Training August 2014 Visit California's Ausfral is n Sales Mission:August 25-29 Travel Agent Sales Mission&Clienf Event Sepfember2014 Western Association of Convention&Visitors Bureau Conference(WACVB):Sepfember 17-19 _ Southern California Sales Mission&Client Event Chicago Sales Mission&Clienf Evenf MLT Vacations University&Minneapolis Sales Mission October 2014 IPW 2013-Las Vegas,Nevada Canada Sales Mission China Sales Mission&CITM RSAA Wesf Connecf Ensemble Travel Conference:October 29-30 November 2014 World Travel Markef(WTM):November 2-6 Pacific Northwest Travel Agent Sales Mission&Clienf Event International Golf Travel Market(IGTM) December 2014 Local Sales Calls Los Angeles Travel Agent Sales Calls greater palm springs convention G visitors bureau fraval industry sales 57 fravel indusfry • es: Growing Markef Share Strategy: Generate additional exposure for Greater Palm Springs in key domestic and international markets by partnering with travel companies to increase travel trade, consumer awareness, and drive traffic. Tactics: Trade Marketing Promotions •Identify top four accounts by market with Travel trade cam paigns bring awareness to four operators by parimering on multi- potential to increase product by building level promotions that can be direct to the travel trade or consumer.These promotions a strong relationship through destination include direct mail,banner ads,social media components,destination landing pages, awareness training,developing a print,travel agent booking incentives and email newsletters to the clienW databases. booking incenfive,and/or in-sfore For international campaigns,the CVB partners with other California destinations promotions to increase room nights. to combine dollars on a campaign that otherwise may be too expensive for just one •Bid onkeyfravel industry frodeshows destination.These campaigns showcase regional itineraries that a consumer would and conferences to showcase the potentially book for their holiday.The CVB knows that international consumers are destination to key travel companies. visiting multiple locations during their holiday,so if is beneficial for cities to work Future shows may include IAGTO North together to create target messaging and information useful for the traveler. American Conference,Ensemble Travel Group Conference,Go West Summit, In-Market Event Hosting and NTA Contact. The CVB is active in looking for opportunities to bid on hosting travel industry fradeshows and conferences in Greater Palm Springs.This provides a firsthand •Exposure in travel trade publications experience for clients to see the destination and gain an understanding ofthe and on social media sites via the media uniqueness of the destination.Many of the attendees are first-time visitors who may relations department. not have planned a trip to Greater Palm Springs had if not been for the conference or industry event. PR and Media The media relations team works hand-in-hand to promote Greater Palm Springs as a premier leisure destination in both domestic and international markets to trade and consumer publications. In a concerted effort to build coverage for the destination,the media relations team will participate in TIS events to draw attention to and publicize the team's unique and creative efforts to educate travel agents,tour operators,and receptive operators. The media relations team will host group or individual trade publications on focused familiarization tours as well as distribute monthly destination updates to editors and freelancers which will reach the travel trade industry and inform them about what's new. California Cup Aq ry SS travel indu•frysales greater palm springs convenfion bvisifors bureau it fravel indusfry • - Strategy: Educafe the travel professionals about the variety of experiences available fo visitors in Greater Palm Springs through multiple distribution channels. Product Development: Tour Brochures&Websites Tactics: Historically,frodifionoI four operator brochures or tariffs were the only way ahotel e Provide desfinaf ion materials and could be booked,and it was a CVB's responsibility to make sure the destination was images to assist travel professionals presented and the hotels were featured correctly in the brochures.During sales in promoting and showcasing Greater calls,the CVB and clients would discuss the Greater Palm Springs pages.Many Pal m Springs online,in-sf ore and in international countries still rely on these brochures as their main selling fool.For their company's brochures. example,a German four operator prinfs 500,000 copies of(heir summer brochure, which includes all the major USA destinations and contracted hotel Partners. *Design tourism brochure translated info multiple languages to be distributed of The CVB reviews four operator brochures,checking to make sure Greater Palm sales events. Springs is positioned in away that will attract a booking.As the infernef started to gain momentum and operators were designing travel websifes,many operators started a Send e-newsletters to 6,000 travel printing fewer copies,featuring only a few hotels in the brochure but adding an entire professionals featuring"what's new" portfolio online.The CVB pays special attention to travel professional websifes to and local events. make sure Greater Palm Springs can be easily found online and the images,as well as a Incorporofe a relationship marketing the copy,portrays the overall destination. program where top travel professionals receive quarterly updates on Greater Travel Agent Communication - Newsletters&Online Palm Springs. The TIS team works closely with the online marketing team to provide effective communication via the CVB websife and quarterly newsletters.When the CVB'snew _� a website launched in January 2013,if included a microsite dedicated to the travel palm Springs -- trade market.This unique site provides a portal for travel agents and four operators to learn more about the destination,product,and Partners.If provides the TIS team aM a destination for delivering relevant news and updates to travel professionals while providing simple ways to request destination collateral. In addition to the Travel Trade microsife,the TIS foam creates unique online products for our clients.Educational seminars were created for both WesfJef and Sun Country .... agents on the site that ended with short quizzes allowing the viewer to enter to win a prize.This October marked the first year of Travel Professionals Month in Greater Palm ,...,.�._d...._�..._,W Springs.The team developed a unique londing page with offers targeted totravel --d--=--�m--_---e--�- professionals to help entice them to experience fhe desfinafion firsthand. TI S depart merit sends a q u a rferly newsletter to its database of over 6,000 f ravel professionals.This audience is unique,as their planning window is much further out than typical consumers,so content and promotions are adjusted accordingly.Future phases of this newsletter will include versions from individual Sales Managers that feature content more relevant to their specific markets and audiences. IefeNI3RrMY VOMd greater palm springs convention 6visitors bureau#ravel industry soles 59 fravel indusfrysales:D • Strategy: Maintain and develop stronger desfinofion awareness in the Unifed States key feeder cities through a cohesive program of work and marketing sfrafegies. Tocfics: TIS generates exposure for Greater Palm Springs in key domestic markets by *Focus on U.S.primary and secondary parfnering with I ravel companies catering to clienfelothof fit the demographic of markets in 2014.Primary markets the destination thus increasing consumer awareness. include:Chicago,Los Angeles,Orange AAA Markef Country,Phoenix/Scoffsdale,Seattle, AAA is a membership organization made up of 69 individual clubs across the and Portland.Secondary markets are U.S.with over 51 million members.One of the member services offered by AAA is Minneapolis,New York,Sacramento, I ravel p la nning,and the CVB reaches out to the drive market bra n ches to cond ucf San Diego and San Francisco. individual sales calls as well as hosting FAM trips for agents.AAA agents are very •Partner with keytour operators on knowledgeable on the products f hey sell,so if is important for the CVB and AAA multi-layered marketing campaigns preferred partners to conduct annual visits to the call centers and train the agents on through online,print,and email, what's new in the destination.Annual visits include the Costa Mesa Call Center for targeting both the hovel professional the Automobile Club of Southern California and the newly formed call center in Las and consumer. Vegas,part of the AAA Northern California,Nevada,and Utah club. •Conduct sales missions in Chicago, Los Angeles,Orange County, Mofor Coach Markef Minneapolis,New York,Phoenix/ 2014 will be on important year for the f uture of the motor coach business in the vo I ley. Scottsdale,Portland and SeaffIs in With the closing of the Palm Springs Follies if will be critical to educate motor coach coordination with destination training four operators on the many offro cfions and activities in Greater Palm Spri ngs year- and client events. round.Operators plan and contract 12-18 months out on product for their catalogues. •Partner with domestic airlines such as The CVB plans on offending the following tradeshows to promote the destination to Allegionf Airlines,Sun CounhyAirlines the motor coach markets: and Virgin America on travel agent •National Tour Association's(NTA)Travel Exchange booking incentives and client events. The largest pre-scheduled appointment show for four operators from the U.S.and Canada.In addition to one-on-one appointments,the convention provides numerous networking opporfunif ies with potential buyers as wel l as o forum to meet with peers in fhe industry fo exchange ideas. •Select Traveler Conference The annual Select Traveler Conference provides business-to-business appointments and networking opporf unifies with top loyalty program travel directors who decide on destinations to offer their clients.There is an evolution of loyalty programs that is encompassing boomer travelers within Banks and spreading to additional markets such as:University Alumni Groups,Park S Recreation Departments and Chambers of Commerce. •Spotlight on fhe Soufhwesf Conference Tour operators from the U.S.and Canada attend the event to meet with suppliers and destinations to develop and update four product.The conference is small in — attendance and creates an environment for the CVB to build relationships with key Sun Country FAM contacts in the industry that are actively working in the Southwest region. •Travel Alliance Porfners'TAP Dance A partner-owned organization of premier four operators in the U.S.and Canada.The organization's partners all work together to cross promote and sell fours,allowing them to guarantee departures.The CVB offends fhe annual conference,attended predominately by owners of the four operator companies. 60 hovel industry soles greater palm springs convention E visitors bureou LGBT Market In 2013,fhe CVB increased ifs efforts in the Lesbian,Gay,Bisexual,and Tronsgender market,looking at websife confenf on LGBT sites and working to update information and add events to accurately represent fhe desfinof ion.In addition,the CVB has been researching and building confocts within the LGBT four sector and working to identify travel agents and who are actively contracting destinations.In 2014,a quarterly email to highlight LGBT community offerings in the destination will be implemented. Luxury Consortiums To support the Greater Palm Springs CVB's marketing goal of reaching affluent travelers in key feeder markets across the U.S.and Canada,fhe TIS team is dedicating efforts and dollars to increasing generation of incremental hotel and non-hofel leads ' and services from luxury travel agencies.Outreach is planned in forget markets,such as New York,Chicago,San Francisco,Los Angeles and Canada,as well as secondaryH : - - marketssuchasMinneapolisandDenver.In addition to including luxury agencies on Canada SaleSMiSsi on-Vcru ou vor sales mission itineraries and webinors,the CVB also participates in a co-op marketing program with Signature Travel Network and offends the annual Signature Travel Network Conference. Signature Travel Network brings together more than 6,000 travel professionals, across 414 retail travel locations in the U.S.and Canada,generating over$5 billion in Is sales.Collectively,Signature members have over 1,100 consumer websites.Through Y �F targeted direct mail,strategic email marketing,interne{exposure,training sessions, and fradeshows,the CVB has an excellent opportunity to tap into Signatures extensive database of pre-qualified travelers.Marketing campaigns are conducted to targeted segments of Signatures database of 3.5 million qualified travelers and 720,000 permission-based email addresses.Domestic Airlines _ - . *' "�• With an increase in flight service to Palm Springs International Airport from key -` �• morkefs,fheTlSfeamisdedicafedfo building stronger relafionshipsbyporfnering with key airline vocations departments.The goal isfo support education training Canada Sales Kssion-Calgary inifiafives and programs for call cenfer agents,as well as each vocation division's top producing frovel agents.Targeted airlines vacations are Allegionf Airlines,WeslJef Vacations,Sun Country Vacations and Delta Vocof ions through M LT Vacations. Media S PR Efforts Domestically With regard to domestic travel trade,fhe team will concentrate on the dedicated markets:Chicago,Minneapolis-Sf.Paul,New York,San Francisco and the Pacific Northwest.Supporting fhe TIS Team with pre and post publicity and coverage of their client events in these markets.Looking beyond fhe traditional media outlets,the Media Relations team will direct attention to social media as well as key influencers. greater palm springs convention&visitors bureau travel industry sales 61 fravel indusfrysales: • • Strategy: Continue building a larger presence in primary and secondary Canadian and overseas international markets through preferred contracts with representation offices, relationship marketing opportunities, multi-cify promotions,and face-to-face meetings at tradeshows and sales missions. Tacflcs: The international overseas markets are key to increasing room nights in the summer months,the primary travel months for the overseas international visitor.The CVB layers •Primary International Markets: their ef forts with Visit California and the importance of working with their iniernafional Canada,Australia,China,Germany offices that support the vision and brand of California.Visit California markets to and the United Kingdom. consumers and travel trade in 13 countries which accounts for 87%of all international •Secondary International Markets: visitors to California and 73%of all international visitor spending(VisitCalifornia's France,Japan and Switzerland. Industry Website 2013). •Cant inueto partner and work wit h California's fop overseas markets in 2011 were the United Kingdom(702,000),Australia California's infernofional (563,000),Japan(561,000),China(517,000),France(443,000),Germany(423,000), overseas offices. South Korea(410,000),India(194,000)and Italy(178,000).(Visit California's Industry •The CVB partners with Visit California Websife2012). oninternafional sales and marketing The CVB has partner buy-in programs with four of Visit California's international act ivif ies such as the European offices including Australia&New Zealand,China,Germany(including Austria and Sales Mission,China Sales Mission, Switzerland)and the United Kingdom&Ireland.The additional funding and ad-hoc California Roodshow in Australia,ITB programs enhance the destination and the CVB's brand in these markets togain Tradeshow,World Travel Market and 20 additional exposure through trade marketing and PR opporfunifies. infernafionalfamiliarizationtours. Australia ' •CVB attends and organizes Active Australia continues to be a top market for California due to daily non-stop flights to America China,Los Angeles Recepfive Los Angeles,favorable exchange rate,and brand awareness which accounted for Tour Operafor event for partners, 563,000 visitors in 2011.The CVB has worked with Gafe7 in Sydney to promote the Go West Summit,RSAA Wesf Connect, destination directly to travel trade through destination froinings and client events. U.S.Travel's IPW and IAGTO North Greater Palm Springs is a popular destination among Australians,especially the American Convention—all focusing on Coachella Valley Music&Arts Festival.The CVB again hosted the Palm Springs the international markets. Golf Day,inviting 20 fop product managers from companies such as TheTravel Corporation,Holiday Specialists,Travelplan and Expedio.au.In 2014,TIS will participate in Visit California's Australian Sales Mission,targeting travel professionals and media in Sydney,Brisbane and Auckland. Canada 2012(P) INTERNATIONAL VISITATION AND SPENDING In2012,1.54 million(+4.5%)visitors traveled from Canada to California,with 127,743 I ".. visitors traveling to Greater Palm Springs,making Canada one of the state and destination's top international markefs.Since 2009 the TIS team has organized a sales mission to the Canadian market with 8-15 Partners targeting Vancouver,Calgary, s,.an Edmonton and Toronto.The focus of each mission is to build stronger relationships 'lam and increase business by keeping key travel agencies and four operators updated on the destination.With the highest number of visitors coming from Western Canada, o - �+ "o in 2013 the CVB added Victoria,BC to its sales missions to educate and generate .�s,.v....dm...,:«,...m...,r�.,e...rm.A.. "" incremental leadsond services.In addition to its annual soles missions and webinars, TIS works closely with the marketing team to ensure thof they increase the visibility in tour operafor brochures and market to travel agents and consumers via print,email and online trade and consumer marketing campaigns. 62 travel industry sales greater palm springs convention&visitors bureau China By2015,100 million people are estimated to travel outside of mainland China. With over 65 weekly non-stop flights to California from China,this provides a huge opportunity for Greater Palm Springs to gain market share.China provided California with the most overseas visitors,with an estimated 677,000 visitors in 2012 and expecting a+13%increase for 2013.The no me Palm Springs is known within China 83 Million for a number of reasons including the Desert Hills Premium Outlets,PGA WEST golf Outbound courses and Sunnylands,where President Xi Jinping,People's Republic of China,met Passengers withProsidenf Barack0bamo in June 2013.This is the destination's opportunity to leverage these brands and create in-market awareness. The CVB is working with Aviareps,a representation firm,on destination training to 100 the travel trade and media,offending tradeshows and offering assistance in Projected Outbound b 2015 product development. To showfhe commitment to this market,the CVB will hire an international sales manager dedicated to the China market,offend Visit California's China Sales Mission, attend Active America tradeshow,translate destination collateral and website,invite four operators and media on familiarization fours and host Visit California's China Ready program in November 2013. Germany There are over 200 non-stop flights(more than 76,000 seats)from Germany fo California,making Germany California's sixth largest overseas market in 2011 with 423,000 visitors.Germany is one of Greater Palm Springs top international markets. ` The destination sees an increase of German visitors during the summer,which offers sunshine and activities attractive to the German visitor.Germany still is a fraditional counfry wifh consumers booking via travel agents and tour operators for long-haul holidays.The CVB partners with many of the four operators on marketing campaigns such as CANUSA,CRD Nordameriko,DERTOUR,FTI Touristik and Faszination Fernweh GmbH.In 2014,the CVB will attend ITB,the world's leading travel tradeshow with over 170,000 visitors and 11,000 exhibitors from 180 countries. United Kingdom The UK market is a fop market for California and Greater Palm Springs with 433 non-stop flights to California totaling 135,149 seats per month into San Francisco, Los Angeles and San Diego.TIS continues to work closely wifh Black Diamond, the CVB's contracted UK office,on specific marketing programs to showcase the -< destination,conduct annual sales calls,destination frainings and host FAMs and site inspections.TIS has partnered with Urban Golf,an indoor golf facility,to host the - "Race to Palm Springs"for the third year.This program targets the lucrative London _F. golfer and promotes Greater Palm Springs as the fop USA golfing destination.TIS annually offends World Travel Market,one of the largest travel trodeshows,Visit Chino Sales Mission-Palm Springs California's UK Mission as well as organizes their own Greater Palm Springs mission. PR S Media-Infernafionally Leveraging opportunities with Visit California as well as the CVB's infernal;-^al representation in the UK,Australia,China and Germany will continue to be a priority. The Media Relations team will continue to combine efforts to not only educate the travel industry,but to fake advantage of unique PR opportunities as they arise.A key example is the U K's Travel Weekly Cover Event where selected travel agents experienced fhe destination on a familiarization tour while shooting covers for the publication. greaferpclm springs convention E visitors bureau#ravel induofry sales 63 Strategy: Plan and organize travel professional FAMs and sites by partnering with key four operators, travel agents, airlines, and Visit California. Planned FAMs in 2014 include: •National Tour Association Post-FAM virgin arantic'� Tour(February) •China Tour Operator FAM(February) + tt •BNP Ten n is FAM(Marc h) e�®� •Desert Region French FAM(March) pa m springs • ,.,� •Receptive Tour Operator FAM(April) •UK&Ireland Super FAM(October) •U.S.Travel Agent FAM(fall/spring) •Canadian Tour Operator FAM (fall/spring) •Australian Product Manager FAM(summer) •U.S.Motor Coach Tour Operator I FAM(fall) 11 •Visit California Infernafional Office FAMs(year-round) �To enjoy game of golf islo enjoy life,' IL The CVB is scheduled to host an estimated 45 domestic and international familiarization fours(FAMs)and site inspections in 2014.FAMs and site inspections are lucrafivefora desfinafion to increase room nights from a travel trade company.By hosting FAMs and/or client site inspections,a destinations attributes are showcased 4 fo travel professionals,which in turn allowfhe travel professional fo promofe and sell } ""• the destination from first-hand experiences. r .............. t" 1 V � Tour Operator-client activities Aid Tour Operator-client event Tour Operator-client event 64 •ravel industry sales greater palm springs convention Gvisifors bureau AshleeCiora Jim Brychell Tracey Jordin Open Ir Gomer Vice President of Travel Industry Sales Travel Industry Sales Manager Travel Ind ustry Sales Manager Travel lndusiy Sales Manager Travel Industry Sales Coordinator TRAVEL TRADE MARKETS: TRAVEL TRADE MARKETS: TRAVEL TRADE MARKETS: CHINA TRAVEL TRADE: TRAVEL TRADE MARKETS: International Dne Market Domesficand Conado Familiarization Tours 760-969-1336 Pacific Norfkwest,AK,HI Cansorlium Accounts 6SHelnspeciions aciora®polmspringsoasis.com U.S.Motor coach Accounts 760-969-1318 760-969-1334 766969-1335 fordin®polmspringsoosiscom Igomer®polmspringsoosis.com jbrycheIMpalmspringsoosiscom K 1 4 to d /J • V International Office Contacts Australia China Germany Unifed Kingdom Gate Beij ing Of f ice:Suite 21,Bu i I ding 3 MSI Marketing Services Black Diamond 97 Rose Street JionguomenwoiDiplomatic Frankfurter Sfr.175 15 Bedford Street ChippendaleNSW2008 Compound 63263Neu-Isenburg Covent Garden Australia No.1 Xiushuijie,Chaoyang District Germany London 9HE WC2E www.gafe7.com.au Beijing,100600,P.R.China www.msi-germany.de United Kingdom www.aviareps.com www.blackdiamond.co.uk greater palm springs convention S visitors bureau(ravel industry sales 65 � r r � t �, ■ :IV7 •• s3 I � J Overview Objectives The Community Relations Department is the liaison between the CVB and the The ROI for Community Relations is hospifolifyand tourism business community,providing a myriad of opportunities based on key measurement goals: to these businesses.The team works with investing Partners tothoroughly •Promofe and generafe awareness in understand their business goals,which are then used as the basis for the fhe local communify abouf f he CVB and development of innovative programs,new opportunities,and strategic packages opportunities to partner. aimed of increasing awareness for their organizations. *Grow Partnership refenfion and The Community RelationsDepartmenfis also the local sales and morkefingarm participofion in CVB ocfivifies. for the CVB.The team focuses its efforts on the local market to expand the CVB's *Grow CVB communicafions footprint through Partner participation in a wide range of free and paid marketing wifh Parfners. and sales opportunities. •Expand outreach fo Parfners for inclusion in programs and fo maximize va lue of Partnership. •Successfully Host Partner events that build fhe value of Partnership and showcase fhe CVB. 66 communityrela{ions greater palm springs convention&visitors bureau { I communify relafions: Develop Sf rong Comm unify Relaf ions __j Strategy:Create programs and opportunities for hospitality and tourism businesses to engage the CVB and its mission to promofe the destination. The CVB offers multiple levels of involvemenf from free websife listings to complefe Tactics: Partnership benefits.CVB involvement maybe enhanced with the following benefits: a Maintain the integrity of Partner Enhanced Website Listings core benefits for all investing Investing Partners receive an enhanced web lisfing on the CVB websife,which includes: Partners. business web link,e-mail address,multiple picfures and videos,amenities,and access 0 Offer all Partners the opportunity fo the Partner exfranef. to build strategic packages that increase involvement with the CVB Digital Marketing and engagement in programs and Websife Adverfisements,E-blasts and E-newsletters Sponsorships. opportunities. Print Marketing •Build relationships with third parties Visifors Guide and Palm Springs Life's The Guide adverfising discounts. to off or special discounts and options to investing Partners. Specialized Promotions and Marketing Programs Aimed of increasing the visibility of your business and fhe desfinafion. Distribution of Brochures and Marketing Materials � �q CVB Visitor Center,frodeshows and sales missions. -e •��\TIS and Convention Sales Sales leads and missions,FAM fours and fradeshows. Video Productions ym Utilizing existing CVB footage,investing Partners have the opporfunify to work with the CVB on creating fheir own --•--� _ ��� promotional video. -_ 3 ���` ° � ``\„•\� Sponsorships q. Sponsorship opportunities are client specific and aimed •r:op of increasing Partner participation with the e CVB through non-fradifional avenues fhof are separate from the sfandard benefits nviera palm springs packages. - , 16agN Wun CanyM CMe.POIm 5pir31.CR 9]261 r:. ralr iemlrses 3'f Tt�....... mm¢Iosol anaan IY.CW¢ 5e"eu.°i �.�. Hes on xa wShN landscaped acsu n rle noun or me an one anlque d telP Im 5,nus"Rmem Pa.songs feoNres K uxuslousy oppaYrfed guesfiocm;w ss d,rng.Noble House's rn cfd mmsog ScoTerre.Mro spaddng owls-M reMA Oaulque,.and . anay al'c 4onol pcfidbs. qb AdWsw Loveer Ratlng �;e1,1 125IreYRWS Peod,.R Wsws Wetfs.R.cw -- YYQJ"ee Reaear%we..e wneaae,;e. Sample Websife listing greater palm springs convention&visitors bureau communifyrclations 67 communify relafions: P• rf ner Strafegy:Acfively promofe Greafer Palm Springs and its Partners outside the destination through advertising and online communications. Tactics: Greater Palm Springs Visitors Guide *Off or f he fourism community advertising This consumer-orienfed,full-colorguidefolodging,dining,offracf ions and of her key opport unities that meet their travel elements is the CVB's primary fulfillment piece,targeted to helping potenfial business needs. visifors plan their Trip to Greater Palm Springs.The guide is designed and printed in partnership wifh Desert Publications,Inc.Approximately 25,000 copies of the Visifors •Develop relationships wif h third party Guide are printed and disf ributed outside of Greater Palm Springs,of the CVB's on- clients to offer the hospitality and site Visitors Center;and are used in packets for visiting meefing professionals,travel tourism industry opporf unities industry sales professionals,and travel journalists. to advertise. •Create new programs for hospitality and Palm Springs Life's The Guide fourism industry participants topromofe Published monthly by Desert Publicafions,Inc.,this guide details monthly ocfivitiesin fhe desfinof ion and niche business Greater Palm Springs and includes a current calendar of events,locator maps,and segments. shopping and dining guides.Special discounts are reserved for investing CVB Partners. •Maximize online outreach and offer Greater Palm Springs Official Golf Guide promotional and marketing opporfunifies Published in coordination with Certified Folder Display,Inc.,Phis guide provides in- onvisifgreaferpalmsprings.com. depth information on participating golf courses.Certified Folder disfributes100,000 •Enhance f he benef its and visual display copies during a 12-monfh period of 165 visifor information display rocks of official Sfofe of Part ner benefits to better communicate of California Welcome Centers and various major cify locations throughout California. opportunities and successes. •Offer enhanced invest menf opporf unifies to Partners f a showcase - r their business to a broader audience. s , � 1 i t ` 0 visitgreaforpalmsprings.com homepage 68 cammunity relations greater palm springs convenlion S visifors bureau E-Newsleffers/Banner Advertising E-newsleffers are a key component to acquiring new business and retaining customers. E-newsletters are published on monthly and quarterly intervals for the leisure market, meeting professionals,four operators and CVB Partners to communicate important destination information,news,deals and events.Partners can also gain increased exposure by purchasing banner ads in the e-newsletter. Other Marketing Opportunities •Promotional Video Production w •Websife Adverfising l` •Annual Marketing Campaign Participation •Special Events •Sponsorships Additional Ways to Maximize Partnership with the CVB Participation in: •Trodeshows •Familiarization Tours •Sales Missions •Network Event Hosting •Treasure Chest Donations k' JW Marriott Desert Springs Resort&Spa greater palm springs convention&visitors bureau communityr•lations 69 communify relafions: J Special Projects, Events and Promof ions �j Sfrafegy: Promote key industry opporfunifies fhof add increased awareness and economic benefit to Partners. Tactics; Special Projects •Seek out and maintain special events The Community Relations staff seeks new opportunities and special events that bring in Greater Palm Springs. destination awareness,resulting in overnight stays,The team works directly with city departments(e.g.public works,fire,law enforcement,code,etc.),Partner businesses •evenfsplocalbuebuil builnetwoding B and ofherorganizafions to creafesuccessful events for fhedesfinofion and for the engagement. nua6uildingCVB clienf/promofer.Consumer promotions developed by the deparimentin conjunction engagement. with these events affords Partners additional opportunity to participate. •Maintain a nafionaI presence fo stay current on department related fronds National Travel and Tourism Week and relationships. The CVB continues to fake the lead in coordinating events and programming during •Expand relationship with Desert National Travel and Tourism Week,typically held the second week of May.On U.S. Publications,Inc.fa offer Partners Travel Rally Day,the CVB hosfs the Hospitality Awards Ceremony,highlighting local opportunities to advertise through talent that helps move the hospitality and tourismindustry forward emainfainingan CVB digital and print mediums. excellent level of service. Business Networking Events The Community Relations staff coordinates business networking events throughout the ' valley fo help businesses engage other businesses,promote the host venue and learn r, more abouf CVB opportunities.Ultimately,these events build stronger partnerships and moximize economic development. Networking Events include: ,1 • U.S.Travel Rally Day&Hospitality Awards Ceremony .-q - • Annual Update&Holiday Reception • New Partner Orientations • Meet&Sees • Mixers(partner,Concierge,Taxi Cob) Destinaf ion Marketing Association International(DMAD: Shirtsleeves Conference 2013 Amgen Tour of California The Community Relations staff attends the annual DMAI Shirtsleeves conference, �.� which has helped develop strong relationships among fop partnership/membership professionals.At this dedicated annual meeting,DMO professionals come together to collaborate and find solutions for challenges that desfinations face regarding membership,partnership,and sponsorship programs. l Capitalize on Synergies with Desert Publications,Inc. *� Create sales and markefing synergies with Desert Publications,Inc.(DPI)by integrating CVB advertising and promotional opportunities.In doing so,DPI will develop a • strategic plan to offer advertising on the CVB'swebsite,Visifors Guide,mobile applications and otherconsumer mediums,maximizing Partner engagement and -r sales revenues.Additionally,the Community Relations staff will continue to build a relationship and additional opportunities with DPI for Partners and to develop visually appealing collateral for visitor enjoyment. Palm Springs Arf Museum 70 community relations greater palm springs convention 6 visifors bureau p communify • Visifors Strategy: Maintain a vibrant Visitors Cenfer fo offer visitors the most current information and opportunities in Greater Palm Springs. Visitors have access to the most current and timely information onthingsio do,dining Tactics: &nighflife,shopping,spa&wellness,volley favorites,real estate&relocation and •Maintain the integrity and aesthetic events.The newly remodeled Visitors Center focuses on using the highest level of appeal of the Visitors Center. customer service through print brochures,multiple computer stations and a 50 inch monitor for the purpose of offering current information on Greater •Offer Partners opporfunifies fo Palm Springs. engage fhevisiforsfhrough the The Visitors Confer will: Visifors Cenfer. •Investigate the development of revenue generating programs,allowing Partners to •Monetize the Visitors Confer to display information to all visitors who visit the center(advertising,paid positioning, create a revenue stream,while merchandise offers,etc.) offering visitors qualify products. •Maintain a business retail license to sell CVB and destination branded items(shirts,hats, key chains,pens,towels,mouse pads,etc.) •Establish an efficient brochure management program. •Maintain relationships with local attractions,restaurants,spas,retail shops,real estate companies and other tourism business categories to continuously offer more ' information to visitors. r Hours ofOperofion: visitors C2rtt2r •Monday-Friday:8:30 a.m.-5:00 p.m.(Year-round) ® •• • • • •Saturdays:9:00 a.m.-2:00 p.m.(November-April) r` go xI ti CVBVisllors Center Ad CVB Visifors Center greater palm springs convention&visitors bureau community relations 71 communify relafions: Local Communicafions Strategy: Increase communications within the local community showcasing CVB Partner opportunities, successes, research and trends. Tactics: Partner Communications •Effectively communicate sales and The Community Relations Department communicates fheresultsof CVB sales and marketing opportunities and CVB marketing progroms Through a variety of channels;including the online Partner access successes to the local community. portal(extronef),account recaps and ROI reports,e-newsletters and e-blosts. •Engage the tourism community and Online ParfnerAccountAccess industry client s/associations. Partners can access information and make changes to their accounts by logging in •Create methods to educate Partners to the online exfronef on the CVB welosife,providing an additional layer of individual on CVB opportunities to maximize messaging control to each Partner.Dynamic messaging encourages Partners to utilize involvement. CVB online programs,resources,archives,links to helpful sites,staff directories,and •Simplify the exfranet for user otherresources. involvement and engagement. Community Presentations The community relations team participates in speaking engagements to associations, - • --Palrn springs business groups,and individual businesses throughout the valley to provide updates on CVB efforts and its economic impact such as:Mainstreef Upfown/Downtown Association,Palm Springs Regional Association Realtors,Desert Business Industry, College of the Desert,Rotary Clubs,industry meetings and conventions,etc. • • E-Newsletter-"In the Loop" "_' l All active contacts receive a monthly e-newslefter offering CVB updates,sales and marketing recaps and opportunities,and other industry-relafed news and events. _r "In the Loop"also provides links to the CVB monthly sales and marketing report that I___ highlights currenf sales numbers and other pertinent information. • • Yov [mmnM/rsMbns han me`© auwu. ama mYa>Y wW O© CVB Partnership Newsletter 72 community relations greater palm springs conventions visitors bureau communify - • • Parflnership Enhancemenfs Strategy: Develop new programs and enhancements for Partners to expand their business presence and engagement with the CVB. Addifional Partner Enhancements The Community Relations Department continues to develop advancements that assist Partners in their engagement with the CVB.A variety of exciting new enhancements p debuting in the next 12 months include: Parfner Webpage Redesign The Community Relations team is redesigning the'Pariner'section of the CVB's website to make navigation more user friendly and to better display opportunities.The new page will incorporate the CVB's brand as well as offer business information,trend analysis,opportunities and access to the extronet. Sales Packet Redesign Promotional video production The sales materials the Community Relations team uses when meeting with prospective Partners will beredesi nedtoincludeCVBbrandin and specific go to vim evideolibrary, 9 9 P P go to vimeo.com/discoverpalmsprings information.A new CVB educational brochure will help educate the business owner and representative on the operation of the CVB and how to best be involved. - Promofional Video Producf ion -- - CVB Partners now have the opportunity to use existing CVB video footage to create _ promotional commercials and videos.Hosted on the CVBwebsite,these assets are given to the Partner for use on their website and other video mediums. M, Digital Advertising O nifies Opportunities to advertiserose and enhance listings on the CVB website allow Partners to standout on the website and increase page views to their listing. Visitors Confer Merchandise The CVB is partnering with other volley visitors centers,cities and promotional agencies to offer Greater Palm Springs merchandise in the CVB's Visitors Center.Items that will be for sale include:fee shirts,hats,key chains,magnets,coffee mugs and more. Online Parf nor Access w. Providing investing Partners with access to the extronet allows them to review their listing information,make updates,submit deals and images and retrieve leads.As with other digital assets,this section is continuously monitored and enhanced. CVB Partner Websife greater palm springs convention&visitors bureau community relations 73 communify relafions: Transporf ation/Linkages M Strategy: Nurture industry relationships with bus,taxi,passenger rail,private carrier, other travel infrastructure and agencies to provide new and improved safe,affordable, and efficient fransportaf ion services for visitors. Tactics: Ongoing transportation inifiafives include: •Enhance relafionshipswifh Local Tronsporfaf ion Efforts transportation agencies offering Collaboration with SunLine Transit Agency,foxi franchises,charter and bus providers opt ions allowing visitors to explore and transportation coordinators to build strategic programs that will enhance the the destination. overall visitor experience. •Sfrengf hen relaf ionships wif h f axi Taxi Programs agencies to positively enhance visitor experiences. Partner with Taxi franchises to offer incentives and best practices for picking up, transporting,dropping off and retention of passengers. Renfal Car Participation Expand rental car participation in CVB programs to better promote the destination. [ ® ANSI [ AGENCY y+ AMTRAK 74 community relations greater palm springs convention rrvisitors bureau . Sfrafegy: Partner wifh the State of California (Visit California)fo promofe(ravel tothe Deserf Region of California. The Comm unity Relations Department works with Cho mbers of Commerce,Convention Tactics: and Visitors Bureaus and Visitors Centers to build a cohesive relationship to monoge .Offer Desert Region Partners and promofefheDeserf Region.This con necfion helps to more accurately understand opportunifiesfo work with fheCVBand offerings and assets of the region and how to best promote it to fhe industry and consumer. position fhe region as a desfin of ion Grant scope of work includes: for travel. •Destination websife creation and management(www.visifcaliforniodeserfs.com) •Develop communications that provide •Regional Map distribution feedback and promote engagement in •Travel Writers and Industry FAM opportunities regional projects. •Tradeshow representation •Coordinate participation in industry •Brochure distribution and consumer tradeshows and other gatherings. •Manage relationships with Desert Region 1 Partners and Visit California to offer programs that benefit all participants. ' s Wilif �1 .t c Deserf Region IPW Booth Joshua Tree National Park greater palm springs convention&visi#ors bureau community relations 75 CVB sfaff Please contact the following Greater Palm Springs Convention&Visitors Bureau staff members for assistance: Executive Office Anndee Laskoe,Digital Content Manager Scoff White,President and CEO 760-969-1331 a olaskoe®palmspringsoosis.com 760-969-1302 a swhite®palmspringsoasis.com Jill Philbrook,Marketing Manager Judyvossler,Senior Vice President of Administration 760-969-1341•jphilbrook®palmspringsoosis.com 760-969-1306•jvossler@palmspringsoasis.com Winona McCullum,Marketing Coordinator Jean Avner,Executive Administrative Assistant 760-969-1333 a wmccullum®palmspringsoasis.com 760-969-1309 ejavner®palmspringsoosis.com Cart ney Overson,Marketing Administrative Assistant Convention Sales&Services 760-969-1329 a coverson@polmspringsoosis.com q Rick Blackburn,Vice President of Convention Sales Community Relations 760-969-1304•rblockburn®polmspringsoosis.com Jonny Westom,Director of Promotions&Special Projects Robert R.Osterberg,CMP,Director of Convention Sales&Services 760-969-1327•jwestom®palmspringsoasis.com 760-969-1305 a rosterberg@palmspringsoasis.com Johnny Coladonafo,Partnership Account Manager Tammy Buckli n,Associate Director of Sales 760-969-1347 a jcolodonato®polmspringsoosis.com 760-969-1314•fbucklin@polmspringsoasis.com Tomas Ramirez,Partnership Account Manager Steve Lee,National Sales Manager 760-969-1330 a tramirez®palmspringsoosis.com 760-969-1312 a sloe®palmspringsoosis.com Susan Esferling,Visitor and Partnership Services Manager Joanne Yonovick,National Sales Manager 760-969-1326 a sesterling®palmspringsoasis.com 760-969-1321•jyanovick®palmspringsoasis.com Visitors Center Maff Bark,National Sales Manager Linda Bentsen,Visitors Confer Assistance 760-969-1332 a mbork@palmspringsoosis.com 760-770-9000•Ibentsen®palmspringsoosis.com Michelle Morgan,Director of Regional Sales Gudrun Farr,Visitors Confer Assistance 760-969-1366•mmorgan®polmspringsoasis.com 760-770-9000 s gfarr®palmspringsoosis.com Vicki Keyser,Regional Director of Sales Laura Gibson,Visitors Center Assistance 760-969-1313•vkeyser®palmspringsoosis.com 760-770-9000•Igibson®palmspringsoasis.com Lynne McMenomy Bowis,Regional Director of Sales Diane McClure,Visitors Center Assistance 760-969-1365 s Ibowis®palmspringsoosis.com 760-770-9000 s dmcclure®palmspringsoosis.com Suzanne Aed,National Sales Manager,Specialty Markets Travel Industry Sales 760-969-1367 a saed®palmspringsoasis.com Luc Martinez,Destination Sales Manager AshleeCiora,Vice President of Travel Industry Sales 760 969-1315 a Imartinez@polmspringsoosis.com 760-969-1336 a aciora@polmspringsoosis.com Jan Drover,Desfination Services Manager Tracey Jordin,Travel Industry Sales Manager 760-969-1317•jdrover0palmspringsoo is.com 760-969-1318etjardin®palmspringsoosis.com Amber Brown,Destination Services Manager Jim Brychell,Travel Industry Sales Manager 760-969-1311 a abrown®palmspringsoasi sc om 760-969-1335 a jbrychell®palmspringsoasis.com Sarah Goslin,Destination Services Coordinator Lori Gomer,Travel Industry Sales Coordinator 760-969-1320 a sgoslin®palmspringsoasis.com 760-969-1334 a Igomer@palmspringsoasis.com Cindi Sanchez,Senior Sales Administrative Assistant Finance&Administration 760-969-1325•csonchezOpolmspringsoasis.com John Kirby,Director of Finance Celia Garcia,Convention Sales Administrative Assistant 760-969-1303•jkirby®palmspringsoosis.com 760-969-1323 a cgarcia®palmspringsoasis.com Andrew Walsh,Senior Staff Accountant Carla Perry,Convention Sales Administrative Assistant 760-969-1307 a awalsh®palmspringsoosis.com 760-969-1316 a cperry®palmspringsoosis.com Linda Morgan,Staff Accountant DauneSherff,Convention Soles Administrative Assistant 760-969-13430Imorgan®palmspringsoasis.com 760-969-1324 a dsherff®polmspringsoasis.com Wanda Martin,Accounting Coordinator Marketing SCommunications 760-969-1308 a wmartin@polmspringsoasis.com 9 Doedi Ford,Receptionist&Visitor Assistance Bob Thi baulk,Vice President of Marketing 760-969-1301•dford@palmspringsoosis.com 760-969-1339 a bthibaulf®palmspringsoosis.com - Jessica Walke,Director of Marketing Independent Contractors 760-969-1337 a jwalke@palmspringsoasis.com Daniel Chalk Chris George,Director of Digital Marketing 760-969-1340 a dchalk@polmspringsoosis.com 760-969-1322 a cgeorge®palmspringsoosis.com Ian Hughes Joyce Kiehl,Media Relations Manager 760-770-9000 a ihughes®polmspringsoosis.com 760-969-1338•jkiehl@paimspringsoosis.com Stefanie Kilcoyne,Information Technology Administrator 760-969-1350 a skilcoyneOpolmspringsoosis.com I 76 CVBstaff greater palm springs convention&visitors bureau JJ!�C I r _ y •� jj •�. .I MAMONO \`1'��NYv;`` } . I 1 t 70100 highway 111 GREATER. m springs rancho mirage,co 92270 I palm ff:800.967.3767 f:760.770.9000 ! convention&visitors bureau visifgreaferpalmsprings.com i