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Increase Tourism's Economic Impact to Oakland Through Destination

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Increase Tourism's Economic Impact to Oakland Through Destination Visitoakland.com #Oakland Love it Love #Oakland Visitoakland.com 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 2016 - 2017 BOARD OF DIRECTORS a new portable visitor center will EXECUTIVE COMMITTEE EXECUTIVE SUMMARY 2016 / 17 be on the road to bring a bit of Michael LeBlanc, Chair, Pican the Oakland experience to many Sima Patel, Vice Chair, Ridgemont Hospitality different West Coast locations. Mark Hochstatter, Past Chair, Executive Inn & Suites Oakland has cause to celebrate in 2016-17, not only The Jack London Square Visitor and Best Western Plus Bayside Hotel for hosting another NBA parade, but for its continued Center has been renovated and Sam Nassif, Secretary, Z Hotel strong hotel performance in the Bay Area and its is ready to assist visitors with V. Toni Adams, Treasurer, recognition on a state-wide and national level. Visitors questions and suggestions. Alameda County Office of Education to Oakland set new records in visitation and visitor Lisa Kershner, At Large, Oakland Marriott City Center spending. Oakland’s performance in terms of year Visit Oakland hired an outside PR agency to assist in garnering more BOARD OF DIRECTORS over year growth of hotel occupancy and revenue out John Albrecht, Port of Oakland performed San Francisco and the Bay Area. This can be domestic press and also attended Carl Chan, Oakland Chinatown Chamber Foundation attributed to the foresight of Oakland hoteliers. Several sales and media missions in the UK, Canada and Mexico. Layered Leonard Czarnecki, Claremont Club and Spa - Oakland hotels entered the year fully renovated with a Fairmont Hotel on top of the public relations new products and services. Dexter Davis, D Street Media Group, LLC efforts were direct media buys A shift in meetings & group event strategy to host national organizations in in Canada and the UK. All of Gyasi Edwards, Expedia Oakland has also proved extremely successful. Oakland has won bids on major these tactics, as well as a strong Barney Fonzi, Diablo Publications events. The National Coalition of Black Meeting Planners will hold their annual Barbara Leslie, Oakland Metropolitan Chamber relationship with the Oakland of Commerce convention and trade show in Oakland in November 2017. US Rowing has International Airport work to Chris Offutt, Waterfront Hotel selected Oakland as the host venue for the 2018 and 2020 Masters National heighten awareness of Oakland Championships. Oakland was selected to host the Visit California/British and support the new lift. Dr. Joel Parrott, Oakland Zoo Airways Super FAM, over San Francisco, LA and San Diego. Steve Pastorino, Oakland Athletics Visit Oakland will continue to The key to Oakland securing these three influential events has been the ability Paul Patel, The Washington Inn think strategically and holistically Mit Patel, Radisson Oakland Airport of the Visit Oakland staff to leverage Oakland’s community leaders, nonprofit about how to increase tourism organizations and businesses. Whether it was working hand in hand with the Jon Primm, Courtyard Oakland Downtown in Oakland through brand Quaid Quardi, Motel 6 - Oakland Airport Oakland Zoo to bid on the Super FAM, or creating a local organizing committee awareness and destination of local rowing clubs for the US Rowing bid, we couldn’t have done it without this product development. There is support. The amazing community representation that attended the site visit with STAFF still more work to be done and Mark Everton, President & CEO the National Coalition of Black Meeting Planners was described by their CEO as challenges lie ahead. I know that “inspirational” and something they had not experienced in other cities. Natalie Alvanez, VP, Marketing & Business the issues that affect Oakland’s Development On the leisure marketing side, the Visit Oakland team is always looking for new, residents and small businesses Rhanee Palma, Director of Sales creative and cost effective ways to get the Oakland message out to visitors also affect tourism. I look forward Flavia Oliveira, Sales Manager both in the Greater Bay Area and beyond. Programs like the Oakland Ale to having an opportunity to work Ben Taylor, Destination Development Manager Trail, Oakland Restaurant Week, and the Oakland Urban Wine Trail, as well as with our city leaders and business Frances Wong, Senior PR Manager a summer advertising campaign and new meetings campaign have increased community to address some of Lisa Baird, Marketing Manager Visit Oakland’s website traffic and social media engagement, translating into those challenges. Still, I am proud Paul Lim, Social Media Specialist more leisure bookings. Visit Oakland also produced twelve virtual reality of the successful 2016-17 year, and Jordan Park, Creative Services Specialist videos of Oakland activities and locations. The reception of the VR videos optimistic about the upcoming has been overwhelming at several trade shows. All of these programs support year. The opportunity for Oakland Allie Neal, PR Coordinator small, locally owned businesses. to shine is upon us and I am Zeke Ramsell, Sales Coordinator STRATEGIC PARTNERS Visit Oakland also announced the confident that we will be able to Jasmin Odion, Administrative & Accounting Manager Oakland Mural Grant Program that showcase Oakland to the Bay Helen Green, Visitor Services Manager is intended to help beautify our Area, California and the world. Kenneth Brown, Visitor Services Coordinator city while supporting local artists Mary Nassif, Visitor Services Coordinator and property owners. Traditional media buys were also deployed, including out of home media, radio Mark Everton and newspapers. By the end of 2017, CEO, Visit Oakland 2 | VISITOAKLAND.COM VISITOAKLAND.COM | 3 ECONOMIC IMPACT OF TOURISM Tourism supports over Oakland’s annual visitor spend is over TOURISM IN VISITOR SPENDING $ OAKLAND HAS INCREASED 7,110 627 GENERATED $131 Jobs in Oakland with total income of MILLION MILLION 27% $271 MILLION up 3.4% from 2015 IN STATE & LOCAL TAX REVENUE IN 2016 over 4 years VISITORS SPENT 1 IN 30 OF Generating ALL JOBS IN OAKLAND are sustained by tourism $827 FOOD AND SHOPPING MILLION LODGING BEVERAGES just under in total business sales $ $ $ 195 156.1 100 Room Demand has grown Hotel Occupancy million million million declined slightly 20% in 2016 while since 2010 ADR rose 9.4% Room Supply has contracted 3.7 MILLION by 4% over the same period Room Revenue grew 7.7% 35% were VISITORS 41% of visitors business in 2016 stayed overnight travelers 64% of visitors were leisure travelers 4 | VISITOAKLAND.COM VISITOAKLAND.COM | 5 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 Secured Installed 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 SALES BY THE NUMBERS SALES 5% BEFORE 8, AFTER 5 CAMPAIGN LEAD GROWTH The new creative aimed at meeting planners is intended to inspire planners to consider Oakland not for the number of hotel ballrooms or square footage, but because of Oakland’s unique attributes like dining, nightlife and outdoor beauty. 30% ROOM NIGHT LEAD GROWTH 248,610 POTENTIAL ROOM NIGHTS $12.1 MILLION ECONOMIC IMPACT OF BOOKED BUSINESS 20 TRADESHOWS ATTENDED 3 SALES MISSIONS TO THE UK, CANADA AND MEXICO 3% BOOKING RATIO INCREASE KEY ACCOMPLISHMENTS • Launched first programmatic advertising campaign targeted to Meeting planners with over 4,000 clicks to meetings pages 9 GROUP FAM TOURS • Increased CVENT exposure • Oakland won the National bid to host the National Coalition of Black Meeting Planners in Fall 2017. 100+ • Our partnership with third party entities has proved to be successful and CUSTOMERS HOSTED FROM ITALY, NORWAY, beneficial as the combined revenue generated through booked leads in SWEDEN, UK, IRELAND Oakland from 2016-2017 fiscal is over $12.1 Million AND KOREA • Launched “Coffee & Cocktails are on Us” Meeting Incentive 8 | VISITOAKLAND.COM VISITOAKLAND.COM | 9 INTERNATIONAL REPRESENTATION Visit Oakland’s presence in the international market grew through sales and Oakland Hosted Travel Trade representatives from 5 countries including: media missions with Visit California and Brand USA as well as leveraging Italy, UK, North Korea, Mexico and Canada. partnerships with OAK. Visitoakland.com international website traffic has increased 176% from Canada and 171% from the UK. Launched first ever Oakland travel trade advertising program for UK & Canadian Markets. grandonephotog Oakland Zoo eddie_def Oakland, California xaniras Homeroom CAN YOU COLOR INSIDE THE LINES? #4 3 #25 Help us celebrate the new British Airways ghettohouseradio IN O. Co Coliseum. Oakland A’s Baseball flights from Gatwick to Oakland, California airicka Temescal Brewing COLOR BETWEEN THE LINES and Visit Oakland could send you & a friend to see: ADELE IN CONCERT #5 in Melbourne, Australia 33 likes March 18, 2017 #66 #36 HOW WILL YOU EXPLORE IT? Oakland International Airport secured non stop service to the London/Gatwick, VISITOAKLAND.COM/101 Barcelona and Rome in 2016/17 from British Airways, Norwegian Airlines and #OAKLANDLOVEIT Level Airlines. Go to visitoakland.com/travel/color/uk and enter to win.
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