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Home My WebLink AboutReading File - TMD Results to DateTourism MarketingDistrict RESULTS to Date Visit SLO CAL has a three-year track record of success on behalf of our lodging investors and the tourism community. We need your support to see the district renewed. Over the next few pages we’ve outlined some of our key successes and the return on investment that Visit SLO CAL brings. As we approach the “vote” we need your support to renew the Tourism Marketing District. $2,100 STRATEGIC DIRECTION 2020 BRAND RESEARCH OPTIMIZE OUR ORGANIZATIONAL CAPACITY ESTABLISH BRAND CLARITY AND INCREASED AWARENESS THROUGH UNIFIED EFFORTS ADVOCATE FOR THE DEVELOPMENT OF CRITICAL TOURISM INFRASTRUCTURE DEMONSTRATE VALUE TO OUR STAKEHOLDERS, PARTNERS AND COMMUNITIES BUILD and EXPAND STRATEGIC PARTNERSHIPS Mom to the Max ACTIVE ADVENTURER CULTURED CLASS HIGH PROPENSITY TO VISIT & SPENDLOW AWARENESS // NEW SLO CAL BRAND LAUNCHED JANUARY 2017 AVERAGE 70%AVERAGE VISITORSPEND IN SLO CAL TOURISM ECOSYSTEM SAN FRANCISCO LOS ANGELES LAS VEGAS PHOENIX DENVER SEATTLE Visit SLO CAL funded a first-of-its-kind research co-op for the county to inform the development of a new brand and future marketing campaigns. LODGING, RESTAURANTS, ATTRACTIONS, RETAIL BUSINESS BIDS/CVB CITY/TOWN VISIT SLO CAL SLO CAL CCTC CENTRAL COAST VISIT CALIFORNIA CALIFORNIA BRAND USA USA SOURCE: MERRILL RESEARCH IMPERATIVE: ESTABLISH BRAND CLARITY AND INCREASED AWARENESS THROUGH UNIFIED EFFORTS TARGET MARKETS TARGET PERSONAS CIRCULATION PARTNER ADS 180,000 163 VISITOR MAGAZINE HIGHWAY 1 DETOUR SUPPORT & RE-OPENING BRAND ADVERTISING SUPPORTING OUR LOCAL PARTNERS spend IMPRESSIONSCLICKS$3.3m 651,531,7832,662,381 PROGRAMS SPEND PARTNERSHIPS IMPRESSIONS 9 $642,417 44 75,990,979 Co-op ad programs PROPERTY VISITS VISITOR CENTER & CHAMBER VISITS CO-OP SPEND INTERNATIONALLY-TRANSLATED DETOUR MAPS 224 24 $86k 6 CRISIS RESPONSE • Crisis Communication Plan Created (September 2015) • Chimney Fire (August - September 2016) • Highway 1 Closure (November 2016) • Thomas Fire (December 2017) • Highway 1 Dream Drive & Re-Opening (July 2018) *Metrics reflect data through March 2019 IMPERATIVE: ESTABLISH BRAND CLARITY AND INCREASED AWARENESS THROUGH UNIFIED EFFORTS IMPERATIVE: DEMONSTRATE VALUE TO OUR STAKEHOLDERS, PARTNERS AND COMMUNITIES NEW SLOCAL.COM $130 k 2016 EVENTS and PARTNERSHIPS PUBLIC RELATIONS TRAVEL TRADE MEETINGS TRADE SHOWS IMPRESSIONS APPOINTMENTS COUNTRIES - EXPOSURE BUYING POWER ARTICLES MISSIONS AD EQUIVALENCY FAM ATTENDEESFAM ATTENDEES COUNTRIES 1,166 26 679M 796 16 $400M 710 16 $8M 165308 6 EVENTS IMPACT: SPONSORSHIP PRODUCTIONS FILMING DAYSYEARS INCOUNTY HOURS OF INTERNATIONAL TV COVERAGE EVENTS IMPRESSIONS IMPRESSIONS partnerships REACH REFERRALS MEDIA REACHED INTERNATIONAL MISSIONS INTERNATIONAL TV SPOTS 43 $19 MREACH SINCE THE START OF THE TMD 17M 3 4 392 1,135 6 3.6B 5.3B 59 32k 36,547 1,380 9 3 SAN DIEGO SEATTLE PARTNERSHIP with in UNITED KINGDOM & IRELAND BLACK DIAMOND $100 k *Metrics reflect data through March 2019. AMGEN metrics reflect data through May 2019. IMPERATIVE: BUILD AND EXPAND STRATEGIC PARTNERSHIPS IMPERATIVE: ESTABLISH BRAND CLARITY AND INCREASED AWARENESS THROUGH UNIFIED EFFORTS 2017 NATIONAL PUBLIC RELATIONS PARTNER TURNER PR 2018 CURRENTLY RUNNING Air SERVICE 65% GROWTH BRAND LIFT TRACkED ARRIVALS CONFERENCE CENTER Research Now measures the consumer-brand interaction post marketing campaign and helps identify favorable changes in the customer journey.COLORADO // 3% WASHINGTON // 5% OTHER // 4% NEVADA // 2% ARIZONA // 5% TEXAS // 1%HAVE VISITED SLO CAL IN THE PAST UP FROM 36% in Wave 1*38% ADDITIONAL SEATS IN 3 YEARS270K 93% **Metrics reflect data through March 2019 VERY LIKELY SOMEWHAT UNLIKELY SOMEWHAT LIKELY 45% 12% 38% VERY UNLIKELY 5% SOURCE: RESEARCH NOW SOURCE: ARRIVALIST LIKELIHOOD TO CONSIDER VISITING AFTER SEEING ADS WOULD VISIT AGAIN FEASIBILITY STUDY 81% WOULD BOOK IN SLO CAL IF NEW FACILITY WAS BUILT 79% ARE LIKELY TO RETURN IF NEW FACILITY WAS BUILT MID-WEEK & SHOULDER SEASON SHOW HIGHEST POTENTIAL 15-20,000 SQFT BALLROOM DESIRED *Wave 1 was conducted February 2017; Wave 3 was conducted August 2018 IMPERATIVE: ESTABLISH BRAND CLARITY AND INCREASED AWARENESS THROUGH UNIFIED EFFORTS IMPERATIVE: ADVOCATE FOR THE DEVELOPMENT OF CRITICAL TOURISM INFRASTRUCTURE $1M in Air Service Marketing Support CALIFORNIA // 80% SOURCE: VOLAIRE