Increase Tourism's Economic Impact to Oakland Through Destination

Visitoakland.com #Oakland Love it

VISION: To tell the world that MISSION: Increase Tourism’s Economic Impact to Oakland Oakland is a world class destination through destination development and brand management

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CEO, Visit Oakland Visit CEO, and newspapers. By the end of 2017, 2017, of end the By newspapers. and

Everton Mark

including out of home media, radio radio media, home of out including

media buys were also deployed, deployed, also were buys media

and property owners. Traditional Traditional owners. property and

city while supporting local artists artists local supporting while city

Mary Nassif, Nassif, Mary Visitor Services Coordinator Services Visitor

is intended to help beautify our our beautify help to intended is Area, California and the world. world. the and California Area,

Kenneth Brown, Brown, Kenneth Visitor Services Coordinator Services Visitor

Oakland Mural Grant Program that that Program Grant Mural Oakland showcase Oakland to the Bay Bay the to Oakland showcase

Helen Green, Green, Helen Visitor Services Manager Services Visitor

Visit Oakland also announced the the announced also Oakland Visit STRATEGIC PARTNERS STRATEGIC confident that we will be able to to able be will we that confident

Jasmin Odion, Jasmin Administrative & Accounting Manager Accounting & Administrative

small, locally owned businesses. businesses. owned locally small, to shine is upon us and I am am I and us upon is shine to

Zeke Ramsell, Ramsell, Zeke Sales Coordinator Sales

has been overwhelming at several trade shows. All of these programs support support programs these of All shows. trade several at overwhelming been has year. The opportunity for Oakland Oakland for opportunity The year.

Allie Neal, Neal, Allie PR Coordinator PR

videos of Oakland activities and locations. The reception of the VR videos videos VR the of reception The locations. and activities Oakland of videos optimistic about the upcoming upcoming the about optimistic

Jordan Park, Park, Jordan Creative Services Specialist Services Creative

more leisure bookings. Visit Oakland also produced twelve virtual reality reality virtual twelve produced also Oakland Visit bookings. leisure more of the successful 2016-17 year, and and year, 2016-17 successful the of

Paul Lim, Lim, Paul Social Media Specialist Media Social

Visit Oakland’s website traffic and social media engagement, translating into into translating engagement, media social and traffic website Oakland’s Visit those challenges. Still, I am proud proud am I Still, challenges. those

Lisa Baird, Baird, Lisa Marketing Manager Marketing

a summer advertising campaign and new meetings campaign have increased increased have campaign meetings new and campaign advertising summer a community to address some of of some address to community

Frances Wong, Wong, Frances Senior PR Manager PR Senior Trail, Oakland Restaurant Week, and the Oakland Urban Wine Trail, as well as as well as Trail, Wine Urban Oakland the and Week, Restaurant Oakland Trail, with our city leaders and business business and leaders city our with

Ben Taylor, Taylor, Ben Destination Development Manager Development Destination both in the Greater Bay Area and beyond. Programs like the Oakland Ale Ale Oakland the like Programs beyond. and Area Bay Greater the in both to having an opportunity to work work to opportunity an having to

Flavia Oliveira, Oliveira, Flavia Sales Manager Sales creative and cost effective ways to get the Oakland message out to visitors visitors to out message Oakland the get to ways effective cost and creative also affect tourism. I look forward forward look I tourism. affect also

Rhanee Palma, Palma, Rhanee Director of Sales of Director On the leisure marketing side, the Visit Oakland team is always looking for new, new, for looking always is team Oakland Visit the side, marketing leisure the On residents and small businesses businesses small and residents

the issues that affect Oakland’s Oakland’s affect that issues the Development

“inspirational” and something they had not experienced in other cities. cities. other in experienced not had they something and “inspirational”

Natalie Alvanez, Alvanez, Natalie VP, Marketing & Business Business & Marketing VP,

challenges lie ahead. I know that that know I ahead. lie challenges

the National Coalition of Black Meeting Planners was described by their CEO as as CEO their by described was Planners Meeting Black of Coalition National the

Mark Everton, Everton, Mark President & CEO & President

still more work to be done and and done be to work more still

support. The amazing community representation that attended the site visit with with visit site the attended that representation community amazing The support.

STAFF STAFF product development. There is is There development. product

of local rowing clubs for the US Rowing bid, we couldn’t have done it without this this without it done have couldn’t we bid, Rowing US the for clubs rowing local of

awareness and destination destination and awareness

Oakland Zoo to bid on the Super FAM, or creating a local organizing committee committee organizing local a creating or FAM, Super the on bid to Zoo Oakland

Quaid Quardi, Quardi, Quaid Motel 6 - Oakland Airport Oakland - 6 Motel

in Oakland through brand brand through Oakland in

organizations and businesses. Whether it was working hand in hand with the the with hand in hand working was it Whether businesses. and organizations

Jon Primm, Primm, Jon Courtyard Oakland Downtown Oakland Courtyard

about how to increase tourism tourism increase to how about

of the Visit Oakland staff to leverage Oakland’s community leaders, nonprofit nonprofit leaders, community Oakland’s leverage to staff Oakland Visit the of

Mit Patel, Patel, Mit Radisson Oakland Airport Oakland Radisson

think strategically and holistically holistically and strategically think

The key to Oakland securing these three influential events has been the ability ability the been has events influential three these securing Oakland to key The

Paul Patel, Patel, Paul The Washington Inn Washington The Visit Oakland will continue to to continue will Oakland Visit

Airways Super FAM, over San Francisco, LA and San Diego. San and LA Francisco, San over FAM, Super Airways Steve Pastorino, Pastorino, Steve Oakland Athletics Oakland

and support the new lift. lift. new the support and

Championships. Oakland was selected to host the Visit California/British California/British Visit the host to selected was Oakland Championships. Dr. Joel Parrott, Parrott, Joel Dr. Oakland Zoo Oakland

heighten awareness of Oakland Oakland of awareness heighten

selected Oakland as the host venue for the 2018 and 2020 Masters National National Masters 2020 and 2018 the for venue host the as Oakland selected Chris Offutt, Offutt, Chris Waterfront Hotel Waterfront

International Airport work to to work Airport International

convention and trade show in Oakland in November 2017. US Rowing has has Rowing US 2017. November in Oakland in show trade and convention

of Commerce of

relationship with the Oakland Oakland the with relationship

Barbara Leslie, Leslie, Barbara

events. The National Coalition of Black Meeting Planners will hold their annual annual their hold will Planners Meeting Black of Coalition National The events. Oakland Metropolitan Chamber Chamber Metropolitan Oakland

these tactics, as well as a strong strong a as well as tactics, these

Oakland has also proved extremely successful. Oakland has won bids on major major on bids won has Oakland successful. extremely proved also has Oakland Barney Fonzi, Fonzi, Barney Diablo Publications Diablo

in Canada and the UK. All of of All UK. the and Canada in

A shift in meetings & group event strategy to host national organizations in in organizations national host to strategy event group & meetings in shift A Gyasi Edwards, Edwards, Gyasi Expedia

efforts were direct media buys buys media direct were efforts

Dexter Davis, Davis, Dexter D Street Media Group, LLC Group, Media Street D

new products and services. and products new on top of the public relations relations public the of top on

a Fairmont Hotel Fairmont a

Oakland hotels entered the year fully renovated with with renovated fully year the entered hotels Oakland

UK, Canada and Mexico. Layered Layered Mexico. and Canada UK,

Leonard Czarnecki, Czarnecki, Leonard Claremont Club and Spa - - Spa and Club Claremont

attributed to the foresight of Oakland hoteliers. Several Several hoteliers. Oakland of foresight the to attributed

sales and media missions in the the in missions media and sales

Carl Chan, Chan, Carl Oakland Chinatown Chamber Foundation Chamber Chinatown Oakland

performed San Francisco and the Bay Area. This can be be can This Area. Bay the and Francisco San performed

domestic press and also attended attended also and press domestic

John Albrecht, Albrecht, John Port of Oakland of Port

over year growth of hotel occupancy and revenue out out revenue and occupancy hotel of growth year over agency to assist in garnering more more garnering in assist to agency

BOARD OF DIRECTORS OF BOARD

spending. Oakland’s performance in terms of year year of terms in performance Oakland’s spending. Visit Oakland hired an outside PR PR outside an hired Oakland Visit

Lisa Kershner, Kershner, Lisa At Large, Oakland Marriott City Center City Marriott Oakland Large, At to Oakland set new records in visitation and visitor visitor and visitation in records new set Oakland to

questions and suggestions. suggestions. and questions

Alameda County Office of Education of Office County Alameda

recognition on a state-wide and national level. Visitors Visitors level. national and state-wide a on recognition

V. Toni Adams, Adams, Toni V. Treasurer, Treasurer,

is ready to assist visitors with with visitors assist to ready is

strong hotel performance in the Bay Area and its its and Area Bay the in performance hotel strong

Center has been renovated and and renovated been has Center Sam Nassif, Nassif, Sam Secretary, Z Hotel Z Secretary,

for hosting another NBA parade, but for its continued continued its for but parade, NBA another hosting for

The Jack London Square Visitor Visitor Square London Jack The and Best Western Plus Bayside Hotel Bayside Plus Western Best and

Oakland has cause to celebrate in 2016-17, not only only not 2016-17, in celebrate to cause has Oakland

Mark Hochstatter, Hochstatter, Mark Past Chair, Executive Inn & Suites Suites & Inn Executive Chair, Past different West Coast locations. locations. Coast West different

Sima Patel, Patel, Sima Vice Chair, Ridgemont Hospitality Ridgemont Chair, Vice the Oakland experience to many many to experience Oakland the

Michael LeBlanc, LeBlanc, Michael Chair, Pican Chair, be on the road to bring a bit of of bit a bring to road the on be

17 / 2016 SUMMARY EXECUTIVE

EXECUTIVE COMMITTEE EXECUTIVE a new portable visitor center will will center visitor portable new a

DIRECTORS OF BOARD

2017 - 2016

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of visitors were leisure travelers leisure were visitors of 64%

stayed overnight stayed in 2016 in

travelers

of visitors visitors of 41%

VISITORS VISITORS business business

35% were were 35%

7.7% grew Revenue Room

3.7 MILLION MILLION 3.7

over the same period period same the over 4% by

Room Supply has contracted contracted has Supply Room

since 2010 2010 since

9.4% 9.4% rose ADR

20%

while 2016 in

declined slightly slightly declined

million million million

195 100 156.1

Hotel Occupancy Occupancy Hotel

grown has Demand Room

$ $ $

in total business sales business total in

BEVERAGES

LODGING just under just

MILLION FOOD AND AND FOOD SHOPPING

827 827 $ tourism

are sustained by by sustained are

OAKLAND

ALL JOBS IN IN JOBS ALL

1 IN 30 OF OF 30 IN 1 VISITORS SPENT SPENT VISITORS Generating Generating

over 4 years 4 over

IN STATE & LOCAL TAX REVENUE IN 2016 IN REVENUE TAX LOCAL & STATE IN

MILLION MILLION

$271 MILLION $271

27%

2015 from 3.4% up

MILLION

with total income of of income total with

$131 $131

Jobs in Oakland in Jobs

GENERATED GENERATED

7,110

627

HAS INCREASED HAS

OAKLAND OAKLAND

VISITOR SPENDING SPENDING VISITOR TOURISM IN IN TOURISM

visitor spend is over over is spend visitor

ECONOMIC IMPACT OF TOURISM OF IMPACT ECONOMIC

Tourism supports over supports Tourism Oakland’s annual annual Oakland’s

MAJOR GOALS ACCOMPLISHED 2016-17

Increased website Secured over visits by Increased Group Responsible for Sales room night securing meetings 15% 140 leads by valued at and had over media placements $12.1 MILLION 1.3 MILLION in top tier 5% in economic impact page views publications

Installed Secured

Launched The Launched Oakland Tighe Damon Tuto, Sisay Tiana of courtesy Photos 3 MURALS $25,000 in sponsorship for Oakland Ale Trail Mural Grant Program to beautify Oakland Oakland Restaurant Week

Booked National Increased Mobile Organized Coalition of Black website traffic by Produced & networking mixers Meeting Planners Distributed Oakland for stakeholders Annual Meeting in Inspiration Guide 29% Oakland in Fall 2017

Attended Sales & Increased PPC Launched new Launched new Media Missions in traffic by Meetings Market Ad LGBTQ advertising Canada, Mexico, UK 18,000% campaign campaign

Launched first ever Hosted Booked Visit Oakland travel trade Launched Oakland’s 170 VOLUNTEERS California Super advertising program first ever Virtual for Tourism Cares FAM for Fall 2017 in UK and Canada Reality videos markets

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Launched “Coffee & Cocktails are on Us” Meeting Incentive Meeting Us” on are Cocktails & “Coffee Launched •

Oakland from 2016-2017 fiscal is over $12.1 Million $12.1 over is fiscal 2016-2017 from Oakland AND KOREA KOREA AND

SWEDEN, UK, IRELAND IRELAND UK, SWEDEN, beneficial as the combined revenue generated through booked leads in in leads booked through generated revenue combined the as beneficial

FROM ITALY, NORWAY, NORWAY, ITALY, FROM

Our partnership with third party entities has proved to be successful and and successful be to proved has entities party third with partnership Our •

CUSTOMERS HOSTED CUSTOMERS 100+

Planners in Fall 2017. Fall in Planners

Oakland won the National bid to host the National Coalition of Black Meeting Meeting Black of Coalition National the host to bid National the won Oakland •

• Increased CVENT exposure exposure CVENT Increased •

GROUP FAM TOURS FAM GROUP

planners with over 4,000 clicks to meetings pages meetings to clicks 4,000 over with planners

Launched first programmatic advertising campaign targeted to Meeting Meeting to targeted campaign advertising programmatic first Launched •

KEY ACCOMPLISHMENTS KEY

BOOKING RATIO INCREASE RATIO BOOKING 3%

UK, CANADA AND MEXICO AND CANADA UK,

SALES MISSIONS TO THE THE TO MISSIONS SALES 3

ATTENDED TRADESHOWS

ECONOMIC IMPACT OF BOOKED BUSINESS BOOKED OF IMPACT ECONOMIC

$12.1 MILLION $12.1

POTENTIAL ROOM NIGHTS ROOM POTENTIAL

248,610

GROWTH

ROOM NIGHT LEAD LEAD NIGHT ROOM 30%

because of Oakland’s unique attributes like dining, nightlife and outdoor beauty. beauty. outdoor and nightlife dining, like attributes unique Oakland’s of because

consider Oakland not for the number of hotel ballrooms or square footage, but but footage, square or ballrooms hotel of number the for not Oakland consider

The new creative aimed at meeting planners is intended to inspire planners to to planners inspire to intended is planners meeting at aimed creative new The

BEFORE 8, AFTER 5 CAMPAIGN 5 AFTER 8, BEFORE LEAD GROWTH LEAD 5%

SALES NUMBERS SALES BY THE THE BY SALES

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both the Canadian and UK Markets. UK and Canadian the both

an expanded media buy in Travel Weekly and Travel Age in in Age Travel and Weekly Travel in buy media expanded an

submitted to the contest. This was done in conjunction with with conjunction in done was This contest. the to submitted

in posters for a chance to win a prize. Over 200 agents agents 200 Over prize. a win to chance a for posters in

and Canada. Agents were asked to submit their colored colored their submit to asked were Agents Canada. and

the Oakland Inspiration Guide into Travel Weekly in the UK UK the in Weekly Travel into Guide Inspiration Oakland the

by polybagging a black and white version of the cover of of cover the of version white and black a polybagging by

Visit Oakland capitalized on the “adult coloring book” trend trend book” coloring “adult the on capitalized Oakland Visit

To educate Canadian and British Travel Agents on Oakland, Oakland, on Agents Travel British and Canadian educate To

Travel Market and during Sales Missions in Canada, Mexico and the UK. UK. the and Mexico Canada, in Missions Sales during and Market Travel

Visit Oakland met with Key International Travel Trade & Media at IPW, World World IPW, at Media & Trade Travel International Key with met Oakland Visit

Go to www.visitoakland.com/travel/color/uk for entry rules. entry for www.visitoakland.com/travel/color/uk to Go

No purchase necessary, terms and conditions apply. apply. conditions and terms necessary, purchase No

Includes 2 roundtrip airfare, 3 nights lodging and two concert tickets. concert two and lodging nights 3 airfare, roundtrip 2 Includes

Go to visitoakland.com/travel/color/uk and enter to win. to enter and visitoakland.com/travel/color/uk to Go Level Airlines. Level

#OAKLANDLOVEIT Barcelona and Rome in 2016/17 from British Airways, Norwegian Airlines and and Airlines Norwegian Airways, British from 2016/17 in Rome and Barcelona

VISITOAKLAND.COM/101 Oakland International Airport secured non stop service to the London/Gatwick, London/Gatwick, the to service stop non secured Airport International Oakland

HOW WILL YOU EXPLORE IT? EXPLORE YOU WILL HOW

#36

#66

March 18, 2017 18, March 33 likes 33

in Melbourne, Australia Melbourne, in #5

ADELE IN CONCERT IN ADELE

you & a friend to see: to friend a & you

and Visit Oakland could send could Oakland Visit and

Temescal Brewing Temescal COLOR BETWEEN THE LINES THE BETWEEN COLOR

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flights from Gatwick to Oakland, California Oakland, to Gatwick from flights

O. Co Coliseum. Oakland A’s Baseball A’s Oakland Coliseum. Co O.

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Airways British new the celebrate us Help #25

43 #4

INSIDE THE LINES? THE INSIDE

CAN YOU COLOR YOU CAN

Homeroom

xaniras

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Oakland Zoo Oakland grandonephotog

Canadian Markets. Canadian

Launched first ever Oakland travel trade advertising program for UK & & UK for program advertising trade travel Oakland ever first Launched increased 176% from Canada and 171% from the UK. UK. the from 171% and Canada from 176% increased

partnerships with OAK. Visitoakland.com international website traffic has has traffic website international Visitoakland.com OAK. with partnerships

media missions with Visit California and Brand USA as well as leveraging leveraging as well as USA Brand and California Visit with missions media Italy, UK, North Korea, Mexico and Canada. and Mexico Korea, North UK, Italy,

Visit Oakland’s presence in the international market grew through sales and and sales through grew market international the in presence Oakland’s Visit including: countries 5 from representatives Trade Travel Hosted Oakland REPRESENTATION INTERNATIONAL

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used in 39,847 posts 39,847 in used #oaklandloveit 37.6% Followers Instagram

25-50 Ages Males, Audience: Target

Sacramento, Los Angeles Los Sacramento,

Greater Bay Area Drive Market, Market, Drive Area Bay Greater

OAKLAND ALE TRAIL ALE OAKLAND

Target Audience: LGBTQ+ Audience: Target 63,500% Views Minute Video Facebook

Greater Bay Area Drive Market, Sacramento, Los Angeles Los Sacramento, Market, Drive Area Bay Greater 329% Reach Facebook

OAKLAND IS HELLA PROUD PROUD HELLA IS OAKLAND 22% Followers Facebook

Channel Views Views Channel

Youtube FPO

Over 75 million in Advertising Impressions Advertising in million 75 Over

25-55 Ages

Families, Singles, Couples, Audience: Target

Sacramento, Los Angeles Los Sacramento,

in Oakland in Wine Trail Wine

Market, Drive Area Bay Greater

Things to Do Do to Things 100 Urban Oakland Card Convention

25-50 Ages Females, Audience: Target

SUMMER IS COOL IS SUMMER

SUMMER LANDING PAGE LANDING SUMMER

______Email #OAKLANDLOVEIT VISITOAKLAND.COM/101

Sacramento, Los Angeles Los Sacramento,

HOW WILL YOU EXPLORE IT? EXPLORE YOU WILL HOW

______Phone

WEBSITE VISITS TO TO VISITS WEBSITE

______Company

______Title

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21,645 likes 33 Market, Drive Area Bay Greater

CARD BUSINESS EMERGENCY

#66 #36 #5

VISITOAKLAND.COM/COOLSUMMER

1007 Clay St. St. Clay 1007

Le Cheval Le

WINE TRAIL WINE URBAN OAKLAND

538 9th St. 9th 538

Swan’s Market Swan’s

827 Washington St. Washington 827

Temescal Brewing Temescal

Inside Marriott Inside

airicka District

LEVEL TWO LEVEL

906 Washington St. Washington 906 quick bites quick

Brewing Co. Brewing

#25

Pacific Coast Coast Pacific 801 Broadway 801

in a hella hip, urban setting. setting. urban hip, hella a in

Starbucks

O. Co Coliseum. Oakland A’s Baseball A’s Oakland Coliseum. Co O.

460 8th St. 8th 460 ghettohouseradio

get caffeinated caffeinated get wines California delicious taste and Trail Wine The Trappist The

from each other. Explore the new Oakland Urban Urban Oakland new the Explore other. each from OAKLANDURBANWINETRAIL.COM Inside Marriott Inside TBD 43 #4

LEVEL TWO LEVEL Network: Wifi

Plan your trip today at at today trip your Plan

Oakland is home to ten wineries within minutes minutes within wineries ten to home is Oakland

closest brews closest connected get

COMES FROM MOBILE FROM COMES

Twitter: @VisitOakland #oaklandloveit @VisitOakland Twitter:

Tweet us @visitoakland with your questions. questions. your with @visitoakland us Tweet Oakland, California Oakland,

eddie_def Oakland Zoo Oakland Homeroom

grandonephotog xaniras We’re here to answer all things Oakland! Oakland! things all answer to here We’re

OF WEBSITE TRAFFIC TRAFFIC WEBSITE OF reccomendations? local an for Looking

VISIT OAKLAND’S SOCIAL CONCIERGE SOCIAL OAKLAND’S VISIT 55%

OAKLAND CHEAT SHEET CHEAT OAKLAND

Oakland Ale Trail Passport Trail Ale Oakland

EAT REAL FEST REAL EAT 22-24 SEPTEMBER

Oakland Inspiration Guide Inspiration Oakland A VINEYARD? A

OAKLAND PRIDE FESTIVAL PRIDE OAKLAND 10 SEPTEMBER

ART & SOUL SOUL & ART 19-20 AUGUST | PEDALFEST 22 JULY

NEEDS WHO

IN WEBSITE SESSIONS WEBSITE IN

INCREASE INCREASE

SUMMER IS COOL IN COOL IS SUMMER 23%

Oakland Maps Oakland ADVERTISING CAMPAIGNS ADVERTISING

WEBSITE PAGE VIEWS PAGE WEBSITE

MILLION MILLION

1.2

to niche markets. niche to Visit Oakland shifted strategy to feature multiple advertising campaigns campaigns advertising multiple feature to strategy shifted Oakland Visit MARKETING

THE NUMBERS THE MARKETING BY BY MARKETING COLLATERAL

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ZOO LIGHTS VIDEO LIGHTS ZOO

ALE TRAIL VIDEO TRAIL ALE

OAKLAND A’S FAN FEST VIDEO FEST FAN A’S OAKLAND BLACK HISTORY MONTH VIDEO MONTH HISTORY BLACK

URBAN WINE TRAIL VIDEO TRAIL WINE URBAN

LAUNCHED OAKLAND’S FIRST EVER 360 VIRTUAL EXPERIENCE VIRTUAL 360 EVER FIRST OAKLAND’S LAUNCHED

model works to deliver results. deliver to works model

Visit Oakland’s content marketing, native advertising and video creation creation video and advertising native marketing, content Oakland’s Visit DEVELOPMENT CONTENT

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-Izzy’s Oakland -Izzy’s

“I saw ads/ billboards all over.” over.” all billboards ads/ saw “I

THANK YOU TO OUR SPONSORS OUR TO YOU THANK

THE NIGHTLY GIFT CERTIFICATE GIFT NIGHTLY THE

RESTAURANTS PARTICIPATED IN IN PARTICIPATED RESTAURANTS

GOLD FORK SPONSOR SPONSOR FORK GOLD

Expanded advertising and outdoor media buys. media outdoor and advertising Expanded

SUBSCRIPTIONS

NEW EMAIL EMAIL NEW

1100

AND BY PRESENTED

consumer engagements, viral videos and more local sponsorships. local more and videos viral engagements, consumer

SPONSORS & COMMUNITY PARTNERS COMMUNITY & SPONSORS

#ORW17

restaurants and diners alike. New this year was an expanded media buy, online online buy, media expanded an was year this New alike. diners and restaurants

MACHINE WITH DAILY WINNERS DAILY WITH MACHINE In the 7th year of Oakland Restaurant Week the program garnered praise from from praise garnered program the Week Restaurant Oakland of year 7th the In

PLAYERS IN LUCKY 7 SLOT SLOT 7 LUCKY IN PLAYERS

3500+

JANUARY 19-29, 2017 19-29, JANUARY

PAID MEDIA IMPRESSIONS MEDIA PAID

$24 MILLION $24

WEBSITE

PAGE VIEWS TO THE THE TO VIEWS PAGE

454,396

- eateries” non-touristy independent, Hoodline

OPENTABLE

attributed to its unique selection of of selection unique its to attributed

DINERS SEATED VIA VIA SEATED DINERS

5,000 destination on the west coast’ can be be can coast’ west the on destination

The city’s growing rep as a ‘hot culinary culinary ‘hot a as rep growing city’s The “

Terrace Room Restaurant & Bar & Restaurant Room Terrace -

RESTAURANTS

RESTAURANT WEEK RESTAURANT

to try new restaurants.” new try to

PARTICIPATING PARTICIPATING

OAKLAND OAKLAND

said it was a great way way great a was it said

AND AMERICAN EXPRESS AMERICAN AND

Our customers loved it, it, loved customers Our “

ANNUAL

PRESENTED BY VISIT OAKLAND OAKLAND VISIT BY PRESENTED

TH ACCOMPLISHMENTS KEY KEY

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S E Tasting Room Traffic Increased by 15% by Increased Traffic Room Tasting

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25,048 website views website 25,048 •

• 36,000 website views website 36,000 •

Media Impressions Media • • Sponsored SF Beer Week Beer SF Sponsored •

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• Media Impressions Media •

30 second Television Spots during Golden State Warriors Playoffs Warriors State Golden during Spots Television second 30 • and to receive a branded Growler branded a receive to and

entice visitors to visit all the breweries breweries the all visit to visitors entice campaign “The Brew Code” Brew “The campaign

KEY ACCOMPLISHMENTS KEY

Developed a Passport Program to to Program Passport a Developed • Launched a digital marketing marketing digital a Launched •

Launched the Oakland Ale Trail Brand Trail Ale Oakland the Launched • • Sponsored East Bay Brewers Festival Festival Brewers Bay East Sponsored •

in a hella hip, urban setting. setting. urban hip, hella a in

wines California delicious taste and Trail Wine

KEY ACCOMPLISHMENTS KEY

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for wine tasting and a weekend stay. weekend a and tasting wine for coverage and resulting in increased visitation to Oakland for our craft craft our for Oakland to visitation increased in resulting and coverage

Los Angeles and Sacramento) encouraging travel to Oakland Oakland to travel encouraging Sacramento) and Angeles Los and efficiently promote the industry outside of Oakland, enticing enhanced media media enhanced enticing Oakland, of outside industry the promote efficiently and

brand awareness from key drive markets (Greater Bay Area, Area, Bay (Greater markets drive key from awareness brand Oakland. This brand has enabled Visit Oakland to more concisely more to Oakland Visit enabled has brand This Oakland.

partnership with ten Oakland wineries. The goal is to drive drive to is goal The wineries. Oakland ten with partnership brand that encompasses all of the craft beer community within within community beer craft the of all encompasses that brand

Oakland’s Urban Wine Trail is a program developed in in developed program a is Trail Wine Urban Oakland’s The objective of the Oakland Ale Trail is to develop a cohesive cohesive a develop to is Trail Ale Oakland the of objective The

OAKLAND URBAN WINE TRAIL WINE URBAN OAKLAND OAKLAND ALE TRAIL ALE OAKLAND DEVELOPMENT DESTINATION

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M O C . D N A L K A O T I S I V

S R O T I S I V + A I D E M

D N A L K A O O T

E M O C L E W

highlight positive images of Oakland’s history and culture. and history Oakland’s of images positive highlight

community within Oakland. The PMGP will identify and fund the projects that that projects the fund and identify will PMGP The Oakland. within community

the aesthetics of the city, while supporting the incredibly talented artist artist talented incredibly the supporting while city, the of aesthetics the

the outward walls of buildings within city limits as a way to further enhance enhance further to way a as limits city within buildings of walls outward the

The program intends to increase the number of public murals for display on on display for murals public of number the increase to intends program The

as vital in establishing a strong sense of place for local residents of the city. city. the of residents local for place of sense strong a establishing in vital as

arts community within Oakland is valuable in building visitor interest, as well well as interest, visitor building in valuable is Oakland within community arts

Visit Oakland’s Public Mural Grant Program (PMGP) is a recognition that the the that recognition a is (PMGP) Program Grant Mural Public Oakland’s Visit

OAKLAND MURAL GRANT MURAL OAKLAND

Oakland and also assisted in securing Oakland Fan Fest in Jack London Square. Square. London Jack in Fest Fan Oakland securing in assisted also and Oakland

tickets for $510 to fans. VO was a sponsor of the Oakland A’s Mural in downtown downtown in Mural A’s Oakland the of sponsor a was VO fans. to $510 for tickets

the 510 Ticket Promotion presented by Visit Oakland provided 20 field level level field 20 provided Oakland Visit by presented Promotion Ticket 510 the

and Visit Oakland is collaborating with them on new promotions. A few of note, note, of few A promotions. new on them with collaborating is Oakland Visit and

Meanwhile, the Oakland Athletics have a renewed commitment to Oakland Oakland to commitment renewed a have Athletics Oakland the Meanwhile,

#ROOTEDINOAKLAND

of basketball fans for the past three years. three past the for fans basketball of

millions to Oakland of beauty the brought exposure world-wide this images,

building sheds for Children’s Fairyland. Children’s for sheds building live shots for shows like ESPN’s First Take, to providing media with Oakland Oakland with media providing to Take, First ESPN’s like shows for shots live

projects in Oakland, including creating a mural, a clean up at Lake Merritt and and Merritt Lake at up clean a mural, a creating including Oakland, in projects and the Golden State Warriors during the NBA Finals. From helping source source helping From Finals. NBA the during Warriors State Golden the and

Visit Oakland hosted 170 travel professionals that spent 2 days doing volunteer volunteer doing days 2 spent that professionals travel 170 hosted Oakland Visit In 2016/17 Visit Oakland worked in partnership with the City of Oakland Oakland of City the with partnership in worked Oakland Visit 2016/17 In

TOURISM CARES IN OAKLAND IN CARES TOURISM FINALS NBA RELATIONS COMMUNITY

22 23 VISITOAKLAND.COM | | VISITOAKLAND.COM

FEATURED PUBLICATIONS FEATURED

- Daily Mirror, May 2017 - 2017 May Mirror, Daily -

hipster brother steps into the Limelight” the into steps brother hipster

Francisco’s San as Oakland in Do and See to Things Best “The

- SF Gate, November 2016 - 2016 November Gate, SF -

“Oakland’s Dining is Hot. Is it Even Hotter Than SF’s?” Than Hotter Even it Is Hot. is Dining “Oakland’s

- East Bay Times, October 2016 - 2016 October Times, Bay East -

“Tourism Leaders Spread the Love Beyond Downtown” Beyond Love the Spread Leaders “Tourism

- San Francisco Business Times, August 2016 - 2016 August Times, Business Francisco San -

“Meeting Guide: Come on Over to Oakland, the Hottest Spot in the Bay” the in Spot Hottest the Oakland, to Over on Come Guide: “Meeting

- Daily Mail, June 2016 - 2016 June Mail, Daily -

New Hipster Hangouts is Becoming San Francisco’s Trendier Sibling” Trendier Francisco’s San Becoming is Hangouts Hipster New

CHINA, DENMARK, SWEDEN, MEXICO) SWEDEN, DENMARK, CHINA,

“It’s Party Time in Frisco’s Frisky Rival: How Oakland with its its with Oakland How Rival: Frisky Frisco’s in Time Party “It’s

CANADA, SPAIN, FRANCE, FRANCE, SPAIN, CANADA, ITALY, UK, (US,

COUNTRIES REACHED REACHED COUNTRIES

10 TOP PR HEADLINES PR TOP

LOCAL NEWS & COMMUNITY OUTREACH COMMUNITY & NEWS LOCAL

including NYC, LA, Seattle and Mexico. and Seattle LA, NYC, including

635M REACH 635M

In-person pitches to out of market media media market of out to pitches In-person •

634,869,068

at the Wine Bloggers Conference in Lodi. Lodi. in Conference Bloggers Wine the at

session blending wine a led and Sponsored •

MEDIA OUTLETS MEDIA

fight at Oracle Arena. Oracle at fight

Oakland last his for preparation in press

to story hero Oakland an as Ward Andre

In partnership with Roc Nation, promoted promoted Nation, Roc with partnership In •

PRESS VISITS PRESS

appeal to an international audience. audience. international an to appeal

and City Council members. members. Council City and

debunking of Oakland’s negative stereotypes continue, focusing on the city’s city’s the on focusing continue, stereotypes negative Oakland’s of debunking

Schaaf Mayor with Fruitvale in conference

position as a gateway to the Bay Area. Ongoing positive media coverage and and coverage media positive Ongoing Area. Bay the to gateway a as position

Kicked off the 2-year program with a press press a with program 2-year the off Kicked

as a destination, highlighting the city’s culinary landscape, arts and culture, and and culture, and arts landscape, culinary city’s the highlighting destination, a as

around the area’s businesses and attractions. attractions. and businesses area’s the around MEDIA REACH INCREASE REACH MEDIA

The Visit Oakland PR team continues to shape the stories told about Oakland Oakland about told stories the shape to continues team PR Oakland Visit The

MIL 238 Oakland and strategically focuses PR efforts efforts PR focuses strategically and Oakland

PR ACHIEVEMENTS PR

press release that features a neighborhood in in neighborhood a features that release press

Launched “Oakland Spotlight,” a monthly monthly a Spotlight,” “Oakland Launched •

RELATIONS PUBLIC NUMBERS HIGHLIGHTS INCLUDE: HIGHLIGHTS

THE BY PR

24 25 VISITOAKLAND.COM | | VISITOAKLAND.COM

Lower Hills, Temescal, Piedmont Temescal, Hills, Lower

Uptown, Airport District, Oakland Hills, Old Oakland, Oakland, Old Hills, Oakland District, Airport Uptown,

FEATURES UPCOMING

great place to live, and an unforgettable place to visit. to place unforgettable an and live, to place great

highlight the unique cultural institutions, attractions, restaurants that make it a a it make that restaurants attractions, institutions, cultural unique the highlight Oakland, Grand Lake, Lake Merritt, Rockridge, West Oakland West Rockridge, Merritt, Lake Lake, Grand Oakland,

neighborhoods in Oakland. Every month we feature a new neighborhood to to neighborhood new a feature we month Every Oakland. in neighborhoods Fruitvale, KONO, Jack London, Chinatown, Downtown, East East Downtown, Chinatown, London, Jack KONO, Fruitvale,

Oakland Spotlight is a program designed to showcase the diverse and vibrant vibrant and diverse the showcase to designed program a is Spotlight Oakland NEIGHBORHOODS FEATURED SPOTLIGHT OAKLAND

$1,116,308 OTBID

26 27 VISITOAKLAND.COM | | VISITOAKLAND.COM

23%

Sales 60%

Marketing

(Source: City of Oakland) of City (Source:

4% forecast

Special events Special

2015/16 2014/15 2013/14 2012/13 2011/12 2016/17

$ $ $ $ fee $ Oakland of City $

17,773,100 15,560,991 7% 13,444,572 23,811,709 23,693,243 20,931,392

Contingency

Admin cost Admin E

I N G

OAKLAND WILL HOST WILL OAKLAND

$2,619,857

$1,116,308

Measure C Measure

OTBID

VISITOR CENTER RENOVATION CENTER VISITOR ROUTES FROM OAK FROM ROUTES

SQUARE LONDON JACK NEW FLIGHTS AND AND FLIGHTS NEW

$53,635

COLLECTED BY CITY OF OAKLAND OF CITY BY COLLECTED Co-Op Marketing Co-Op

TOTAL TRANSIENT OCCUPANCY TAX TAX OCCUPANCY TRANSIENT TOTAL

70% 23%

Sales Marketing 60%

23%

Marketing

Sales 60%

Marketing

16%

Sales 4%

Special events Special

4% NEW MOBILE VISITORS CENTER VISITORS MOBILE NEW 2018 MAY – MONTH ART OAKLAND

Special events Special

3% 4%

E City of Oakland fee Oakland of City

Visitor Center Visitor

Contingency

City of Oakland fee Oakland of City

Admin Admin

Admin cost Admin

Contingency

P MEASURE C EXPENSE C MEASURE OTBID EXPENSE OTBID Admin cost Admin I

E E

N N

N G

$2,619,857

$2,632,956

Measure C Measure

Measure C Revenue Revenue C Measure

$1,350,286

OTBID

$53,635 $82,656

Co-Op Marketing Co-Op Revenue: Revenue:

Co-Op / Other Other / Co-Op

MEASURE C REVENUE C MEASURE OTBID REVENUE OTBID

70%

LOOKING AHEAD TO 2017/18 TO AHEAD LOOKING 2016/17 BUDGET OAKLAND VISIT

Marketing

70%

23% Marketing

Sales 60%

Marketing

16%

Sales 16%

Sales

Special events Special

Visitor Center Visitor

Admin Admin

9% City of Oakland fee Oakland of City

3% E

Admin Admin 7% X

Contingency

Admin cost Admin

I E

I N G

70%

Marketing

16%

Sales

Visitor Center Visitor

9% Admin Admin - ACCOLADES & AWARDS -

No. 9 among the 10 Most Walkable Cities of 2017 - Redfin, May 2017 No. 5 among the Top 10 Vegan Cities in America - VegNews, May 2017 2017’s 3rd Best City for Basketball Fans - WalletHub, May 2017 8th Happiest Place to Live - WalletHub, March 2017 15th among super cool U.S. cities to visit - Expedia Viewfinder, March 2017 Top 10 Cities Where Downtown Is Making a Comeback - Realtor.com, March 2017 7th Most Culturally Diverse U.S. City and 1st in Ethnoracial Diversity - WalletHub, February 2017 Among the Top 10 U.S. cities for employee happiness - Kununu, February 2017 10th Best U.S. City for Living Without a Car - Redfin, February 2017 9th Best City to Score Your Dream Job - GoBanking, January 2017 Oakland’s Bushrod neighborhood named the Hottest Neighborhood of 2017 - RedFin, January 2017 America’s best new bike lanes of 2016 - People for Bikes, December 2016 7th Greenest City in America - WalletHub, October 2016 No. 7 on roster of cities with the Best Local Food Scene - USA Today, September 2016 11th Best City for Coffee Lovers - WalletHub, September 2016 No. 1 among Top 10 U.S. Cities for International Foods - Travel Channel, September 2016 Area with the highest rate of same-sex female marriage and 6th highest rate of same-sex male marriage - New York Times, September 2016 11th Best Large City to Live in - WalletHub, July 2016 Oakland MSA Ranked 3rd Best Place for Tech Careers - Value Penguin, June 2016 Oakland is the most diverse large city in the U.S. - WalletHub, May 2016 Oakland ranks as foodie heaven: nation’s best city for coffee, food trucks, breakfast and more by Estately - San Francisco Chronicle, March 30, 2016 Oakland was named the 5th Best City for Basketball Fans - WalletHub, March 2016 Ranked No. 13 among America’s Fastest-Growing Cities 2016 - Forbes, March 2016 Among the 52 Places to Go in 2016 - New York Times, January 2016

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