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Fiscal Year Report 2014/15 Dear Santa Monica Partner

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Fiscal Year Report 2014/15 Dear Santa Monica Partner Fiscal Year Report 2014/15 Dear Santa Monica Partner, It is with great pride in our destination, team members, Board of Directors, Tourism Marketing District Committee, industry partners, and associates that I present our 2014/15 Fiscal Year in Review. For 33 years, Santa Monica Convention and Visitors Bureau (SMCVB) has worked hard to increase visitor expenditures, tourism revenues and local employment opportunities through promotion of Santa Monica as a travel destination. Our charge is simple: to help maintain economic vitality in our ever-changing city. I am extremely proud of the contributions our organization and amazing hospitality partners have made to our community over the past three decades. Santa Monica’s vital travel industry remained strong and sustained record growth in 2014. Our industry continues to be an economic engine that injects $1.72 billion dollars into the community, employing 13,700 people and generating $45.5 million in hotel tax revenues for essential community services. We are pleased to report that international visitor volume was up 13%, representing 55% of the market share, and our hotels’ average daily rates (ADR) and occupancy are some of the strongest in the region. Despite this remarkable success, Santa Monica continues to face growing competition in the global market. This Year in Review captures much of SMCVB’s work over the past fiscal year to drive balanced demand for the destination, and fill identified need periods with a priority of overnight hotel visitors who provide the highest spending levels with minimal negative impact to the destination. One of SMCVB’s proudest successes over the past year is the destination brand refresh that will be unveiled today at our sixth annual Tourism & Travel Summit. This includes a redesigned logo; brand style guide; destination photography; more tools for community partners to utilize; and an entirely redesigned SantaMonica.com with a new hotel booking portal and responsive design. We’re excited about the new approach to our Official Visitor Guide and Map that represents destination Santa Monica and serves our visitors and businesses. On behalf of the entire SMCVB team, thank you for your support and collaboration. We look forward to continued success in the future! Sincerely, Misti Kerns, CMP CDME President/CEO, Santa Monica Convention & Visitors Bureau WHAT IS SANTA MONICA CONVENTION & VISITORS BUREAU? Santa Monica Convention & Visitors Bureau, Inc. (SMCVB) is a private, non-profit corporation formed in 1982 and is funded by the City of Santa Monica’s general fund and the Tourism Marketing District assessment. Under contract to the City of Santa Monica, the purpose of SMCVB is to promote Santa Monica as a conference, business and leisure travel destination. As a sales and service organization, SMCVB acts as the official tourism marketing representative for local businesses and the community as a whole. MISSION STATEMENT Santa Monica Convention & Visitors Bureau works to increase visitor expenditures, tourism revenues and local employment opportunities through promotion of Santa Monica as a travel destination. VISION To ensure Santa Monica is recognized as the premier beach-city destination in the world. BRAND PROMISE Santa Monica...an unforgettable beach city experience filled with eye-catching people, cutting-edge culture and bold innovations. It’s the essence of the California lifestyle. 2 SMCVB STAFF TABLE OF CONTENTS Misti Kerns, CMP CDME President/CEO Richard Peterson Executive Vice President 2-3 - Introduction Kim Sidoriak, CDME Chief Marketing Officer Lauren Rogers, CDME 4-5 - SMCVB Five-Year Strategic Plan Director, Global Business Development Hannah Avol 6-7 - 2014 Tourism Economic Impact Statistics Director, International Business Development Alexandra Cantle Senior Manager, Client Services 8-9 - SMCVB’s International Presence Nika Jalali Global Business Development Coordinator 10-17 - International Market Summaries Laura Buller Global Sales & Services Assistant Kelly Nagle 18-19 - Emerging Markets Communications Manager Jackie Alvarez 20-21 - Santa Monica FAM Tours Public Relations Coordinator Amy Mason Marketing Coordinator 22-23 - North America Efforts Elizabeth Ryan Visitor Experience Manager 24-27 - Engaging the Community Evan Edwards Executive Assistant Iris Nishina-Gee 28-29 - Digital Updates Accounting Coordinator Rachel Lozano 30-31 - Santa Monica’s Brand Refresh Project Manager 32-33 - How to Work With SMCVB 2014/2015 BOARD OF DIRECTORS Ellis O’Connor, Chairman Fairmont Miramar Hotel & Bungalows Raphael Lunetta, Vice Chairman Chef/Restaurateur Nicole Flynn, Secretary 2014/2015 TMD COMMITTEE Macerich Juan Viramontes, Chairman Don Camacho, Treasurer Georgian Hotel Camacho’s Incorporated Rebecca Huetter, Vice Chair Richard Chacker, Member ETC Hotels Perry’s at the Beach Stephen Sowards, Secretary & Treasurer Gregory Day, Member Le Meridien Delfina Santa Monica Shutters on the Beach Hotel Sarah Best, Member Albin Gielicz, Member Loews Santa Monica Beach Hotel Resident Henri Birmele, Member Jeff King, Member Hotel Shangri-la at the Ocean King’s Seafood Co. Catherine Gill, Member Paul Leclerc, Member Doubletree Suites by Hilton Santa Monica Loews Santa Monica Beach Hotel Daniel Gregory, Member Danielle Noble, Member Ocean Lodge Santa Monica Beach Hotel City of Santa Monica Matthew Lehman, Member RoseMary Regalbuto, Member Fairmont Miramar Hotel & Bungalows Resident Angela Rogers, Member Laurel Rosen, Chamber Liason Hotel Carmel Santa Monica Chammber of Commerce 3 SMCVB’s Five-Year Strategic Plan In 2013, SMCVB developed a five-year strategic plan with the input of various stakeholders, including civic leaders, hoteliers, business improvement districts, restaurants and related businesses. The plan is centered around five areas of focus. Read below for key achievements in each area of focus from the past fiscal year. Drive Balanced Demand for the Destination Driving balanced demand for our destination is a critical component of SMCVB’s strategic plan. Our marketing and sales teams specifically target niche international and domestic markets that will fill identified business need periods, convert day visitors to overnight visitors and increase overall length of stay and spend into our destination. A few key highlights from this year include: • Activated an integrated booking engine platform on “SantaMonica.com” to drive bookings directly to our hotels’ websites • SMCVB and destination partners participated in 30 national and international programs, trade shows and conferences targeting our core business channels • SMCVB facilitated sales missions and client programs in the key domestic markets with 15 SMCVB hotel and attraction partners—reaching over 485 clients through individual meetings and group sales presentations • SMCVB’s leisure sales efforts through our international programs and sales engagements realized 1,530 individual client appointments • Engaged a stronger social media and digital advertising program to promote travel to Santa Monica during the destination’s soft season. This campaign generated over 4.8 million impressions, 30,000 hits on SantaMonica.com and 5,000 outbound clicks directly to partner hotels • Launched the BONDI BOYS Travel Trade Incentive Campaign in Australia, which resulted in collaborative sales activities in country with trade clients Enhance the Brand and Steward the Destination Experience If last year was all about assessment and reanalyzing, this year SMCVB focused on setting the destination up for an even more successful future with our new brand concept and supporting programs including: • Launched a redesigned logo, brand style guide, destination photography and more tools for community partners to utilize along with an entirely redesigned SantaMonica.com with a new hotel-booking portal, free business page listings and a responsive design • Provided a new and improved method to our Official Visitor Guide and Map that represents destination Santa Monica and serves our visitors and businesses • Completed a digital-focused strategy, which serves as an instructional manual for interacting with our customer across highly engaged digital touch points • Launched the Santa Monica Free Ride Shuttle in partnership with hotels, which has helped to steward the destination experience by offering residents and visitors alike an open-air electric shuttle service. This provides an excellent opportunity to add to this service over the next few years in partnership with other local hotels and businesses 4 Actively Champion the Value of Tourism Tourism is the number one service exported in the U.S. and one in every nine American jobs depends on tourism. It is critical for our local community to understand the indispensability of tourism in Santa Monica, and SMCVB strives to effectively disseminate information and strengthen industry engagement to raise local awareness on the value of tourism. • In an effort to quantify and measure local perceptions of tourism, this year we revised our Santa Monica household phone surveys to include the question, “On a scale of 1-5, how valuable do you think tourism is to our local economy?” This was coupled with an on-site resident survey at various neighborhood holiday events. 81.7% of the 416 residents surveyed ranked tourism as valuable or extremely valuable to our community. Now that we have a baseline, we hope to continually increase that percentage by raising awareness through our continued proactive involvement in our community with consistent information dissemination.
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