Ventura Visitor & Convention Bureau

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12 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Ventura Visitor & Convention Bureau

Activity Report

VVCB Report to Board of Directors

October 2013

Visitor Center

Income Sources

Retail
Sales/Income


September


$1,138.81



Best
Sellers


Wine Tours,
Postcards, Beer Festival
Tickets,
Ventura Tote Bags, Ventura City Maps,
Ventura
Stickers, Ventura Magnets


Ticket Sales/Income


September


Wine
Tours
-

$2,805 ($396 to VVCB
-
13%)


Beer Festival
-

$
3,640 ($234 to VVCB
-
7%)


Consignment Agreements/Income

September


$455.74


Up to (17) vendors and promoting more items from local
residents


Newest Consignment vendor


Harbor Wind & Kite


Sunny Oberto, a current consignment vendor is
designing a “Ventura” 2014 calendar to be sold at the
Visitors Center


Leases/Income



Posted Ventura stickers on Social Media, sold 77!




Visitor Services



Ventura
Traffic


The total number of visitors to the Visitors Center for
2013/14 Fiscal
YTD is
8,080


Total
number of visitors
in September is 2,116


Top Visitors YTD Geographic Origins:

(IN CENTER)


International:


Canada, Germany, Australia & England



California
by County



Los Angeles, Ventura, San Diego & Orange



Out
of State



Arizona, Texas
, Nevada & Oregon



Amended
sign
-
in
log at Center
to add email addresses.
Through September we have obtained
237 addresses
.


Completed “Ventura Intercepts Survey” to assist with
branding and marketing efforts.
Collected 41


November Board Meeting will end with Volunteer
appreciation


Visitors Center will again be participating in Winter Wine
Walk and be a tasting location


Volunteers & Staff rode the trolley to become more
familiar with trolley operations. A tour of Ventura
Harbor Village was also a part of the excursion.





Volunteer Base/Efforts



The volunteer base has more than doubled in the past 20 months.
Volunteers participated in Intercept surveys for
Branding/Identity effort



Consumer
/ Group Trade Shows & Conferences




LA Travel & Adventure
Show


February 8
-
9,
2014

10
’ X 10’

VVCB & our Partners


Long Beach,
CA



MA attending Visit CA Outlook Forum in Pasadena Feb 5
-
7, 2014



Annie
will be attending the TEAMS Tradeshow in Salt Lake City with VCLA on November 4
-
7.


Ventura
Partners include Parks and Rec Department and Community Development as well as the Crowne Plaza

Ventura
Beach Hotel.


Focus
selling and promoting Ventura as a great destination for group sports and teams events.












app
vs

web”
question???



Advantages
of a Mobile Website vs. Native Apps

goals
are primarily related to marketing or public communications, a mobile website
This
is because a
mobile website has a number of
inherent advantages over apps, including broader accessibility, compatibility and cost
-
effectiveness
.

Immediacy


Mobile Websites Are Instantly Available


A mobile website is instantly accessible to users via a browser across a range of devices (iPhone, Android, BlackBerry,
etc
).


Apps on
the other hand require the user to first download and install the app from an app marketplace before the content
can
be
viewed

Compatibility


Mobile Websites are Compatible Across Devices

A

single mobile website can reach users across many different types of mobile
devices

Upgradability


Mobile Websites Can Be Updated Instantly

A mobile website is much
more dynamic than an app in terms of pure flexibility to update content
. If you want to change the design or
content of a mobile website you simply publish the edit once and the changes are immediately visible; updating an app on the
oth
er
hand requires the updates to be pushed to users, which then must be downloaded in order to update the app on each type of dev
ice
.


Findability



Mobile Websites Can be Found Easily

Mobile websites are much easier for users to find because their pages can be displayed in
search results
and listed in industry
-
specific
directories

Shareability



Mobile Websites Can be Shared Easily by Publishers, and Between Users

Mobile website URLs are easily shared between users via a simple li
nk (e.g. within an email or text message, Facebook or Twitter
post). Publishers can easily direct users to a mobile website from a blog or website, or even in print. An app simply cannot
be
shared
in this fashion.

Reach


Mobile Websites Have Broader Reach

LifeCycle



Mobile Websites Can’t be Deleted

The average shelf
-
life of an app is pretty short,

less than 30 days according to some
research


A Mobile Website Can be an App!

Just like a standard website, mobile websites can be developed as database
-
driven web applications that act very much like nativ
e
apps
.

Time
and Cost
-

Mobile Websites are Easier and Less Expensive

mobile
website development is considerably more time and cost
-
effective than development of a native
app

VVCB SALES


Sales/ RFP




September Sales Leads Sent:
2

Leads
, with an average of
3 hotel nights and 179 Rooms.


Year to date Sales Leads:
9 Leads

Economic Impact YTD
Leads Generated
: $6,891,785


September YTD
Sales Leads Confirmed Bookings:


(2)
of
(9)
sent or
22.2%

Economic
I
mpact
YTD
Leads
Converted
: $6,468,311


September (1,508
) Attendees assisted with
welcome
packets

of brochures and maps
.


YTD (2,784)


September YTD Service Requests with group dining,
offsite event space, group activity booking: (485)


A Client
with Northrop Grumman Corp. used her
Ventura Getaway
package that
she won at
HSMAI
Tradeshow. Stayed at our Marriott,
a site tour of the
meeting and event space
& also
a trip out to the
Channel
Islands. She
was very pleased with her
stay
and
was surprised by the
meeting & event space the
Marriott has
.

The goal of the FAM was to promote
Ventura’s meeting space in hopes of bringing groups.


FAMs, Sales Missions,
Tradeshows


Press
FAMS:


2
ladies who work directly with DEVELOPMENT
COUNSELLORS INTERNATIONAL through Visit
California as member of their national public
relations team
.


focused
mainly on the Ventura Harbor Village,
Channel Islands National Park and Downtown
Ventura.


Press FAM Oct. 12
-
14, focusing on a Channel Islands dive
trip, the Ventura Harbor & accommodations at the Four
Points Sheraton.


Kidabra KAX West Coast Entertainers Convention:


Collaborated work between us
key local figures
has
resulted in Ventura booking this business.


Annie, Marlyss and Deputy Mayor Heitmann were
invited by Steve Axtell to tour the Axtell Expressions
Studios here in Ventura on Tuesday, September 24
th
.


A lot of work and team effort / partnership went into
going through the bid process (we were competing
with Embassy Suites in Oxnard) and this will
hopefully be a progressive group with a yearly
return.


MARKETING

Public Relations


VCB Currently managing all PR requests and
FAM
trips


RFP
would like to put out on streets Nov 1st
-

target start Jan
2014


LET’S
MAKE A DEAL air date
10.8.13


Visit CA Newsletter submission of Winter Wine
Walk


48 HOURS day one~ blog posting


http://passionforfreshideas.com/interviews/lifestyle/48
-
hours
-
ventura
-
day
-
1
/


Scenic
Hwy 1 Press Release/ collaboration with
Harbor



Offer
hotel Seasonal Hwy 1
rates





Print and Editorials


Find your Perfect Getaway in the Channel
Islands
-

Palm Springs Newspaper


http://www.mydesert.com/apps/pbcs.dll/article?AID=/201
309211815/LIFESTYLES0801/309210004&nclick_check=1



Trip Advisor Marketing to
Phoenix & Dallas


one month in~0.16
% average click through rate
(that is
double the industry average of 0.08
%
).
Now is TOP 3 referrers for Website


Bakersfield campaign still getting a lot of
traction/ 214
url

links


LA Times campaign started 10.1.13
Latimes.com, newsletters and one print ad

Circulating some samples



TECHNOLOGY

WEBSITE


Visits increased 22% over Sept 2012


Page views for all hotels pages were 3,918 in
Sept 2013 ( up 15% Year over Year)


Domestic:


CA


AZ


TX


International:


UK


Canada


Germany


Extranet
-

will launch how
-
to videos


Newsletter template will complete by 10.16.13!


Added Value for Jack Rabbit $5000 adding
mobile into existing contract



SOCIAL MEDIA


Streamlined all social media platforms for
VisitVentura

and to maximize our SEO


We are getting (5) stars on YELP! Take a peak!
http
://
www.yelp.com/biz/ventura
-
visitors
-
center
-
ventura


FB Tabs have been added
-

for hotels, meetings
and events
-

direct links to webpages



Facebook

18,340 Fans (391 new)


Pinterest


380 followers


Instagram


292 followers


Twitter


351 followers ( 59 new and


53% are male and 47%



female)

STAKEHOLDER & COMMUNITY
ENGAGEMENT

City Contract/Research Update:


Tentative date for Agenda item 12.9.13


Meeting with City Staff on Oct 15
th

to discuss
outcome of research


We will share the City Research results and
ask the task force to review and contribute
for recommendations


MA meeting With Mayor Tracy


MA meeting With Mark Watkins


MA meeting with Neal Andrews




Staff
site inspection
at Paradise Pantry & Ventura Harbor









Volunteer Outing on trolley to Ventura Harbor


November 6
th

doing an interview with Nancy
Pedersen for CAPS on Best Day Foundation


September
Sales & Marketing Meetings
:


Ventura Branding
Mtg

(in partnership with DVP):
Thursday, September 12th.


Sales lunch at the Crowne Plaza: Friday, September
13th.


Ventura Sports Committee
Mtg
: Monday,
September 16th.


VCLA
Tradeshow Team Meeting: Friday, September
20th
.

BRANDING/IDENTITY UPDATES

Notes from 1
st

meeting


Ventura Branding Platform


Kick Off Meeting Notes: 9.12.13



On Branding


A brand is not the logo. It is the culmination of experiences and
perceptions people have with Ventura.


A logo is a trigger mechanism for the underlying things that
matter about the brand.


We are not trying to invent a new identity. This is not “we didn’t
know we were that” but “wow, this is the best way we have
ever said what we are before.”



Branding Ventura


There is a dichotomy between the historic space and an
attempt to modernize.


Ventura has been so many things over the years (Rising Star,
Ventucky
, The Art City, The Real California) and now we need
a singular vision.


We know we don’t want to be Santa Barbara, but what do we
want to be?


We need glue
-

something everyone can buy into. All entities
have to send the same message.


We need to prove to other entities that this mobilized effort has
a real affect.


There is a concern about not having everyone at the table:
how will we get the shared vision without everyone involved?
How can we help sell this idea to other groups?



DuPuis

is experts that chose to be here in Ventura...
they are more sophisticated then other firms that might
otherwise be on this project.”


We will use the survey to get more input
.
Over 100
received
!




Meetings
-

we are making
progress!


Goal
-

"wow, this is the best
way we have ever said what
we are".



Visitors Center collected 41
intercepts


Couple of highlights:

Online VG

199,062 visits in 3 months


National Geographic

528 Requests for VG in Sept


Average time spent on site is

2 minutes 45 seconds/ we are
integrating FB and twitter into to
increase this


Calendar of events

TOP page views of 12,766

Exact Keyword
Visits
Percent
Landing Page
ventura ca
329
1.29%
/calendar-of-events/
ventura
219
0.86%
/
ventura beach
193
0.75%
/things-to-do/
ventura california
157
0.61%
/restaurants/
things to do in ventura
136
0.53%
/hotels/camping/
ventura events
131
0.51%
/things-to-do/family-fun/
things to do in ventura ca
128
0.50%
/things-to-do/ventura-beaches/
things to do in ventura county
102
0.40%
/things-to-do/harbor-activities/
ventura, ca
81
0.32%
/things-to-do/areas-to-visit/downtown/
when is happy hour at brophy bros ventura harbor
69
0.27%
/visitors/pet-friendly/
Landing Page
Visits
Percent
/calendar-of-events/
7,229
28.27%
/
3,140
12.28%
/things-to-do/
2,377
9.29%
/restaurants/
1,093
4.27%
/hotels/camping/
1,089
4.26%
/things-to-do/family-fun/
690
2.70%
/things-to-do/ventura-beaches/
664
2.60%
/things-to-do/harbor-activities/
588
2.30%
/things-to-do/areas-to-visit/downtown/
518
2.03%
/visitors/pet-friendly/
298
1.17%
PARTNERSHIPS

Regional


VCLA
-

working on tradeshows for upcoming
Season,
CalSAE

and TEAMS are next up


Oxnard Airport grant 1
st

step awarded 2 more steps to go


Visit CA
-

1 NTA pre or post Trade Show FAM.


Visit CA ad/ 2012/13 NEW 2013/14

Local


Met with Gull Wings Children’s Museum about
the possibility of coming to Ventura


Planning meeting with Chamber to engage
members regarding BMX event


Meeting with Golf Courses to discuss cross
promotion, drive green fees therefore helping
city


Participation in City’s Economic Development
Meeting


Full page ad for Seaside Highland games that
Annie worked on



Doing social media


contest promoting



Staff
Engagement
/updates


TRAVEL TRENDS



The Millennial generation is now larger than the Baby
Boomers and find travel a necessary part of life. They look for
a more meaningful, local feel when traveling. Things like an
authentic, local experience and also social responsibility are
very important in their travels. Of course the way they
research travel destinations and make bookings is also very
different than before.
http://www.hospitalitynet.org/file/152005087.pdf


Transactions
generated via mobile online bookings


or
booking a vacation via a phone or tablet


was expected to
reach $26 billion in the U.S., said
Neha

Parikh, U.S. and
Canada president and general manager with Expedia’s
Hotels.com.


For comparison, online travel vacations booked via mobile platforms in 2011 was
only $2.6 billion and reached $8 billion in 2012.


That means experts believe tourists who use their iPhones,
iPads
, Android
devices
will
increase by a staggering
225 percent next year.


93% of travelers say on line reviews & opinions influenced
their plans 56% of travelers accessed the internet through
mobile


2014 Inspiration Guide


We are on the 4
th

round of drafts
and getting closer to final approval


Office Space & Visitor Center:


VCLA has moved out


Plumbing issues resolved in
restrooms
-

masonic dealing wit
male restroom leak in wall


Ventura Harbor to ½ space


ROI Research:


Getting feedback~ not work the
investment of 57K


Look at measurement tools on
sales tax for City and TOT


Conferences/Training Programs:


Annie attending
Azuza

Pacific
Pastor's Conference



Staff


Marlyss Auster, Executive Director


Hilda Kilpatrick, Office Manager


Michele Gilmour,
Visitor
Services Manager


Annie Campbell,
Group Sales
Manager


Donna Francis, Visitor Services


Suzanne
Baird, Visitor Services


Diane Sweet, Visitor Services



New
Volunteers added to
team since last month


Daniella
Accardi
Stroh, Volunteer




Board & Advisory Board



Executive


Committee

Oscar Pena
-

Chairman (General


Manager, Ventura Port District)


James D.


Ludwig
-

Past Chairman (Principal,


KL Associates)

Pat Seminario
-

Treasurer (General Manager, Marriott


Ventura Beach)

Victor Dollar
-

Secretary (Citizen at Large

-

General Manager Four Points by Sheraton Ventura
Beach Resort)




Directors

Michael Wagner
-

Restaurant/Owner/Operator


Marcia


Rhodes
-

Citizen at Large (Road Scholar)

Barbara Quaid
-

Ventura County Fairgrounds (Chief


Executive Officer, Ventura County
Fairgrounds)

Nancy Pedersen
-

Citizen at Large (Sunflowers on the Square)

Marie Lakin
-

Cultural


Affairs Commission Liaison

Cheryl


Heitmann
-

Downtown Ventura Organization Liaison

Carlos
Cruz
-
Ampudia
-

Small Hotel/Motel/Operator (General


Manager, Best Western Plus,
Inn of Ventura)

Myron Freedman
-

Citizen at Large (Executive Director Museum of Ventura County)

Ed Wehan
-

Parks & Recreation Commission Liaison



Advisory Board

Doug Wood, General Manager Crowne Plaza


Ventura Beach

Seana Sesma,
Owner
AceAna

Promotions


Norbert Tan, MBA, Executive Director, Ventura College Foundation

Chipper Bro Bell, Patagonia

Danny Saldana, Owner & General Manager,
Anacapa

Brewing Co.

Sureh

Patel, General Manager, Country Inn & Suites by Carlson


Douglas A. Halter

Ed Warren,


Busy Bee
Café