HomeMy WebLinkAboutStudy Session - GPS ppt PrintAnnual City Study Session
GPS NEXT: MOVING THE DESTINATION FORWARDIncreasevisitor accessPromoteregional collaborationSupportworkforce development Increase demand for off-season and international visitationFocus on key pillars: health & wellness, arts & culture, outdoor adventure,culinary and LGBTQ+ Broaden & improve visitor experiencesFocus on sustainabilityand DEI(diversity, equity and inclusion)
The marketing plan emphasizeskey destination strengths, which have been identified as key pillars that speakto the authentic experiences available throughout the Coachella Valley. These unique assets are leveraged ina coordinated way to strengthen our destination brand that will benefit both the entire region.KEY DESTINATION STRENGTHSDESTINATION MARKETINGREGIONAL DESTINATION MARKETINGHealth & WellnessOutdoor AdventureArts & CultureCulinaryLGBTQ
DESTINATION RESEARCH
RESEARCH GUIDES DECISIONSUpcoming ResearchResident study:How tourism impacts the economic, social and physical environment of those living throughout Visit Greater Palm Springs. This data will help us better understand how residents living in our nine cities feel about the tourism industry and its impact on their lives and fulfill our mission to positively impact the quality of life of our residents. We will begin this research in Q1 2022.Tourism Economicshas begun the data collection process for ourCannabis Economic Impact Studyfor the cannabis industry in Greater Palm Springs to outline the impact this industry has on our workforce and tax revenues. This is expected to be completed by the end of January 2022.Meetings:An in-depth study of the destination marketing and advertising tactics most successful at reaching and converting meeting planners at various points of decision, including identifying the messaging and creative elements most effective in inspiring planners to bring their meetings/events to a destination, and feedback to help improve current DMO campaigns and outreach efforts.Destination Analysts will deliver the findings of this research in January.Tourism Economicsis finalizing a Vacation Rental Economic Impact Study for our region with city-specific detail on the financial impact, jobs supported, and visitor spend related to vacation rentals. We expect to see a first draft for these reports in January.Destination's tourism workforce:To quantify, we are partnering with Tourism Economics on aTourism Workforce Economic Impact Report focusing on managerial and hourly segments. Our goal is to highlight the many career opportunities and income levels associated with tourism jobs to recruit more young graduates from our local schools. We will begin this research in Q1 2022.
DESTINATIONDATA INSIGHTS
DASHBOARDS & INSIGHTS – CITY OF PALM DESERTTo add deeper, more comprehensive and actionable insights, Destination Analysts has built a custom analysis system and online dashboard to process the Visit Greater Palm Springs Uber Media data monthly and provide a higher and deeper analysis of marketable visitorsto the region. Length of StayOrigin Markets: Fly Origin Markets: Drive
BETA DASHBOARD – CITY OF PALM DESERTMay-Nov 2021
BETA DASHBOARD – CITY OF PALM DESERTMay-Nov 2021
BETA DASHBOARD - CITY OF PALM DESERT POI Movement – Domestic Visitors 10/1/21-11/30/21Segmented to Capture Evening POI Movement
BETA DASHBOARD – CITY OF PALM DESERT visitgreaterps.com 1/1/21-11/30/21
2022 DESTINATION MARKETING PROGRAMS - $3.5Mout-of-home /televisiondigitalonline travel agencies (OTAs)contentseasonalsocial
2022 NEW CO-OP OPPORTUNITIESTV / BILLBOARDDIGITAL / AUDIOCentro – Digital & Native Advertising(Year-Round)Adara – Digital Advertising(Year-Round)Pandora – Audio(Summer 2022)SOCIALTelevision(Seasonal)Billboards (Year-Round / Seasonal Based on Markets)Social Media(Summer 2022)
SUMMERCAMPAIGN
PRESENTATION OF FINDINGSMay 2021
Base: All respondents. 2463 responses.38%29%22%11%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Check in. Chill out.Long Live Sun DaysGet Away and Chill.The right amount of CHILLspiration.Question: Now please read the taglines below and select the one that makes you MOST EXCITED about taking a trip to the Greater Palm Springs area this summer.Summer Tagline Preferences
Overall Effectiveness of Tested Images & TaglinesBase: All respondents. 2463 responses.36%43%13%5%2%1%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Very effectiveEffectiveNeither effective nor ineffectiveIneffectiveVery ineffectiveNo opinion—I don’t knowQuestion: After viewing these images and taglines, overall, how effective do you think these are in making you want to take a trip to the Greater Palm Springs area? 43%%
Feelings Inspired by Images & TaglinesBase: All respondents. 2271 responses.40%13%10%9%7%7%7%4%4%4%4%3%3%2%2%2%2%2%2%1%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Relaxed/calm/chillGood/like it/nice imagesExcitedWant to visit/to go there/Palm SpringsVacation time/ready for a vacation/ready to get awayHappyOther positive commentsOther negative commentsFun/have fun/do fun activitiesOther positive images commentsBeautiful/looks beautiful/photos/images are beautifulEye-catching/attractive/invitingInterested/intriguedPool/swimming/want to go to poolWarmSunny/hot weatherNothingCool/hip/trendyLuxury/luxuriousAmazing/an amazing placeQuestion: In a few words, please share how this series of images and taglines make you feel?
2021 SUMMER CAMPAIGN: CHECK IN. CHILL OUT.10Bimpressions500K+spotsJune – September Expanded Markets: Los Angeles, San Diego, Phoenix, Las Vegas, San Francisco, Oakland, Seattle, Portland, Dallas, Denver, Salt Lake City
SOUTHWEST AIRLINESA Southwest Airlines-dedicated media plan launched in July and ran through November 2021.•Connected television•Contextual and native video placements•Contextual digital display advertising•Streaming audio•Expedia•Social media•Digital outdoor billboards9.9M+ impressionswest Airlines-dedicated mediaRoom Nights: 1,200Flights:1,000+Total Revenue: $628K
PlayWIN BIG GIVEAWAY: SWA PROMOTIONGreater Palm Springs x Sonic Gods MediaIn celebration of new nonstop flights to Greater Palm Springs via Southwest Airlines.IMPRESSIONS815K+NEW FOLLOWERS6.2K+
Southwest-Tagged :30 SecondTV Spot
SUMMEROCCUPANCY
STR DATASUMMER OCCUPANCY RESULTS: GREATER PALM SPRINGS54%53%49%37%39%37%54%52%47%20%25%30%35%40%45%50%55%60%JUN JULY AUGOccupancy Comparison by Month201920202021
STR DATASUMMER ADR RESULTS: GREATER PALM SPRINGS$130.06 $120.67 $120.97 $109.04 $120.78 $120.34 $159.76 $157.46 $148.71 $100.00 $110.00 $120.00 $130.00 $140.00 $150.00 $160.00 $170.00JUN JULY AUGADR Comparison by Month201920202021
STR DATASUMMER OCCUPANCY RESULTS: PALM DESERT56%55%48%45%44%46%50%50%44%10%15%20%25%30%35%40%45%50%55%60%JUN JULY AUGOccupancy Comparison by Month201920202021
$121.10 $114.60 $113.00 $100.00 $98.10 $95.30 $155.70 $150.00 $144.00 $75.00 $85.00 $95.00 $105.00 $115.00 $125.00 $135.00 $145.00 $155.00 $165.00JUN JULY AUGADR Comparison by Month201920202021SUMMER ADR RESULTS: PALM DESERTSTR DATA
FALL/WINTER CAMPAIGN
FALL CAMPAIGN: WHAT WILL YOU FIND?Markets: Atlanta, Austin, Boise, Chicago, Dallas, Denver, Des Moines, Eugene, Fort Lauderdale, Houston, Indianapolis, Minneapolis, Nashville, New York, Oakland, Portland, Reno, Salt Lake City, San Jose, Seattle, Los Angeles, Las Vegas, Phoenix, San Francisco, Vancouver, Winnipeg, Toronto, Calgary, Edmonton12B+impressions800K+Spots
FLAIR AIRLINES: TORONTOA Flair Airlines dedicated media plan launched in October and will continue to run through December 2021. General Toronto nonstop flight marketing will continue through February. •Custom landing page•Canadian Broadcast Network television •Digital outdoor billboards•Contextual digital display banners•Google Display advertising•Digital video•Social media Total Impressions Oct-Nov 202183M+
Fall Campaign :30 SecondTV Spot
Full 5-minute“Find Your Own Oasis”Destination Music Video Fall Campaign :30 SecondSocial Media Content
FALL OCCUPANCY
FALL OCCUPANCY RESULTS: GREATER PALM SPRINGS52%60%64%39%42%41%50%60%67%10%20%30%40%50%60%70%SEPT OCT NOVOccupancy Comparison by Month201920202021STR DATA
FALL ADR RESULTS: GREATER PALM SPRINGS$132.70 $153.50 $165.07 $137.70 $153.62 $159.82 $165.85 $215.52 $212.93 $100.00 $120.00 $140.00 $160.00 $180.00 $200.00 $220.00 $240.00SEPT OCT NOVADR Comparison by Month201920202021STR DATA
STR DATAFALL OCCUPANCY RESULTS: PALM DESERT54%64%69%36%37%39%37%55%69%10%20%30%40%50%60%70%80%SEPT OCT NOVOccupancy Comparison by Month201920202021
STR DATAFALL ADR RESULTS: PALM DESERT$130.25 $152.07 $162.54 $119.04 $135.37 $141.46 $154.35 $218.76 $213.93 $100.00 $120.00 $140.00 $160.00 $180.00 $200.00 $220.00 $240.00SEPT OCT NOVADR Comparison by Month201920202021
DIGITAL RESULTS
OTA/DIGITAL ADVERTISING - CITY OF PALM DESERTYEAR RNS GROSS BOOKINGS Estimated TOT2019 35,639 $7,280,843 $800,8932020 11,483 $1,885,458 $207,400*2021 23,097 $5,206,901 $572,759AS OF NOVEMBER 2021The above numbers represent bookings at Palm Desert hotels for the listed time period for consumers exposed to our campaign.
ADARA 2021Palm Desert: MEDIA IMPACT 2021Palm Desert #1 Rank39.2%Hotel BookingsReporting Period: *Through November 2021Tracks hotel bookings, hotel revenue and air bookings through a 60-day pixel on paid media campaigns.Greater Palm Springs Media Impact2021Palm Desert Media Impact2021
SOCIAL MEDIA
SOCIAL STRATEGYAwareness of Destination: Measured through impressions + video views (New: Vertical videos)Drive Demand for a Destination Experience: Measured through engagement + website clicksContent/Blog Distribution Channels Utilized:•Facebook•Instagram (Reels, Stories, Posts)•Pinterest•Newsletters•YouTube•Tik Tok
SOCIAL CAMPAIGN SUPPORTLOVE LOCALSUMMER CHILLREMOTE WORK
INFLUENCERSInfluencer trip:Hosted by Dawn McCoy Media and JW Marriott Desert SpringsGoal: Increase visibility and awareness for @dineGPS and the culinary scene in Greater Palm Springs with a gratitude Instagram giveaway including a two-night stay at JW Marriott Desert Springs.Influencers experienced the destination at the beginning of November and amplified thesweepstakes over 10 days in the beginning of December.Giveaway engagement: 1,334 comments, 16K+ likes, 350+ new followers for @dineGPS
LOCAL CAMPAIGNS
dineGPS-monthly e-newsletter & social mediaLove Local – campaign to increase awareness of local businessesmobile passports –Trailicious(hike & dine), Summer Eats & holiday shoppingNew Art & Sol series being developed as part of our Love Local campaign
LOVE LOCALCAMPAIGNCampaign Dec 2020. - Sept 2021Includes:•Digital advertising•The Desert Sun•Palm Springs Life•Outdoor billboards•Social media
BANDWANGOCustom mobile passes allow users to access deals & discountsMarketing Campaign Includes:•Out-of-Home•Digital banner ads•Digital / local radio spots•Digital editorial content•The Desert Sun•Yelp PartnershipJune-Aug 2021Oct 21-Jan 2022Feb-Apr 2021
•artsGPS APP•Highlights public art throughout all nine cities•Relaunching Q1 of 2022•artsGPSAPPartsGPS APP•Will be available on both iOS and Android phonesFeatures 100+ pieces of public art in City of Palm Desert
PUBLIC RELATIONS
UNITED PLATES OF AMERICASeason 4 Episode #3 – Palm Desert SegmentNovember 22, 20218:30 p.m. ET/PTDirecTV's Channel 104 (4K Ultra HD Channel) and VODDawn McCoy joined as guest for the episode.
AIR SERVICE
New Routes to Palm Springs International Airport (PSP)Austin; 5x Weekly SeasonalChicago: 1x Daily SeasonalDallas: 1x Daily SeasonalPortland: 1x Weekly SeasonalSacramento: 2x Daily Year-RoundPSP Nonstop Flights from30+ Cities on 13 AirlinesNashville; 2x Weekly SeasonalIndianapolis; 2x Weekly SeasonalDes Moines; 2x Weekly SeasonalProvo; 2x Weekly SeasonalEdmonton: 2x Weekly SeasonalToronto: 2x Weekly SeasonalVancouver: 2x Weekly Seasonalnewest additions:Edmonton; 2x Weekly SeasonalReno; 3x Weekly Year-Round
0%10%20%30%40%50%60%70%80%90%100%110%120%130%140%150%160%3/4/213/11/213/18/213/25/214/1/214/8/214/15/214/22/214/29/215/6/215/13/215/20/215/27/216/3/216/10/216/17/216/24/217/1/217/8/217/15/217/22/217/29/218/5/218/12/218/19/218/26/219/2/219/9/219/16/219/23/219/30/2110/7/2110/14/2110/21/2110/28/2111/4/2111/11/2111/18/2111/25/2112/2/21PSP TSA THROUGHPUT: MARCH TO DECEMBER Percentage of same day travel in 2019 vs. 2021 - seven day moving averagePSP HAS BEEN TRENDING SIGNIFICANTLY ABOVE THE NATIONAL AVERAGE SINCE APRIL Note 1; Call out boxes reflect the entire monthSources: Transportation Security Administration (TSA), Ailevon Pacific Aviation Consulting analysisMar Apr May Jun Jul Aug Sep Oct NovDec1-8PSP53% Recovered71% 98% 127% 132% 119% 124% 123% 108% 112%National53% 59% 67% 74% 80% 77% 76% 79% 84% 70%
70%77%85%79%83%84%87%86%88%85%81%80%82%86%50%13%36%57%60%56%63%56%54%31%28%43%58%70%74%81%77%70%70%75%78%Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec201920202021PSP LOAD FACTOR BY MONTHLoad Factor: January 2019 to November 2021November 202178% Load Factor PSP LOAD FACTOR BY MONTHCOVID-19 started in the U.S. Note 1: Jan 2019 to Aug 2021 is from T-100 data. Sep to Nov 2021 enplanements is extracted from PSP Enplanement Report and seats extracted from DiioSources: PSP Enplanement Report, T-100 data via Diio Mi by Cirium, Ailevon Pacific Aviation Consulting analysis
56133.5 104.9 102.7 71.2 87.1 92.6 97.1 99.9 127.6 137.6 132.9 116.5 146.6 222.6 249.9 258.3 279.1 287.1 265.8 267.3 256.1 262.3 294.5 291.3 321.0 298.9 333.7 351.2 392.3 410.2 174.4 505.5 PSP TRAFFIC TRENDSThousands of onboards traveling to PSP in June to November: 1990 to 2021PSP SAW RECORD DEMAND FROM JUNE TO NOVEMBER 2021Note 1: August – November 2021 is extracted from PSP Enplanement ReportSource: T-100 data via Diio Mi by Cirium; PSP Enplanement Report. Ailevon Pacific Aviation Consulting analysis505,527 Total onboards June through November
CONVENTION SALES
VISIT GPS FUTURE PACE OUTLOOK: 2022 Current Room Night BookingsPace Target Goal192,224160,742+31,482VarianceOpen LeadsGREATER PALM SPRINGS335LeadsWith 226,561Room NightsPALM DESERT290LeadsWith 186,920Room NightsRoom Nights83% of Visit GPS sales team leads include Palm Desert20% over targetCurrent Room Night BookingsPace Target Goal192,224124,627+67,597Variance54% over targetalTourism Economics ModelAS OF DECEMBER 15, 2021
COVENTION SALES ECONOMIC IMPACT TO CITY OF PALM DESERT2018/201969,319Generated Rooms$53,291,525Estimated Economic Impact$2,863,691Estimated Local Taxes$2,089,039Estimated Bed Taxes21,630Jobs Supported2019/202034,933Generated Rooms$24,508,821Estimated Economic Impact$1,450,659Estimated Local Taxes$1,033,619Estimated Bed Taxes10,945Jobs Supported2020/20218,105Generated Rooms$5,450,844Estimated Economic Impact$314,963Estimated Local Taxes$232,459Estimated Bed Taxes2,472Jobs SupportedAS OF NOVEMBER 30, 20212021/202215,299Generated Rooms$16,763,794Estimated Economic Impact$1,511,945Estimated Local Taxes$1,128,742Estimated Bed Taxes6,676Jobs Supported
CONVENTION SALES – MONTHLY NEWSLETTERMonthly newsletter sent to over 8,000 meeting planners•Trade Shows•Air Service Updates•Safety Information•Vaccination RatesGPSVaccinationRates80%+
GROUP REBATES FOR PALM DESERTTradeshows and Sales Missions Attended Annually 42FISCAL YEAR PAID REBATES2017/2018 $25,5712018/2019 $17,6292019/2020 $17,9332020/2021 $0TOTAL $63,536.57CALENDAR YEARUPCOMING REBATES2021 $10,0002022 $24,4772024 $9,8662025 $6,8222026 $6,900TOTAL $58,065Visit GPS Provides Rebates for Groups That Will Meet During Summer and Need PeriodsAS OF NOVEMBER 30, 2021
EDUCATION
www.visitgreaterpalmsprings/foundationGOALS & VISION•Provide scholarship opportunities to local students•Support hospitality workforce development and career advancement training through TEAM GPS•Sponsor ambassador training through TEAM GPS•$80Kfunded for TEAM GPS / COD; $570K funded for City Tourism Grant
GPS TOURISM GRANT - gpsNEXTProvides matching funds to cities for projects or eventsthat advance the Destination Development Plan priorities of enhancing and adding new visitor experiences and increasing visitation during need periods. •Stimulates creation of new, or expansion of existing, tourism product or events, especially during need periods•Supports destination pillars:Arts & Culture, Health & Wellness, Outdoor Adventure•Enhances a GPSTBID Hotel,such as meeting spaces and water experiences, that enhance the visitor experience•Case study examples available at MyGreaterPS.comGrant amount: Each member city will be eligible for up to 50% of their Visit GPS JPA contribution or a maximum of $100,000, whichever is greater. Contact: Davis Meyer, Director of Partnershipdavis@visitgreaterps.com/ 760-969-1360
IImprovee thee tourismm workforcee too enhancee thee visitorr experienceTEACHENGAGEADVISEMOTIVATE•Ambassador training for frontline workers, students, volunteers, civic leaders and residents•Career advancement and specialized hospitality training•Partnership with COD PACE Program to make training accessible
•Virtual, self-paced training option for TEAM GPS ambassador training•Courses in:•Banquet service•Culinary knife skills•Emerging Leaders – Leadership Training•Customer service for hospitality employees•Basic COVID safety and conflict de-escalation
TOURISMDEVELOPMENT
TRAVEL TRADE STRATEGYStrengthenUSA, Canada & MexicoGrowAustralia, France, UK, Germany & ChinaBuildIndia, South Korea, Japan, Italy & Scandinavia•2022 Re-Engagement•Market re-alignment: Dedicated half of team to North America travel trade and niche segments such as health & wellness, AAA, membership organizations, etc.•Reaching travel advisors via new resources: travel advisor associations, virtual trainings and regional partnerships.•In-market & in-person in 2021: Seattle, Sacramento, San Francisco, San Jose, Los Angeles, San Diego, Chicago, Arizona, Florida & New York.•Visit California co-ops: travel trade marketing campaigns in the U.S. & Canada.•Re-opened offices in UK, Germany & France.•Destination trainings in offices with key tour operators.•Marketing co-ops in UK & Germany. Programming in France coming soon.•Billions in travel credit held by consumers as well as higher household savings.•Popular travel trends are wellness, outdoor adventure, rest & relaxation•Forecasting70-80% of 2019 levels next year and matching by 2024.
CALIFORNIA REGIONAL COLLABORATIONShared multi-destination itineraries used in B-2-B meetings and trainings
B2B MARKETING – GOLF TOUR OPERATOR CAMPAIGN EXPOSURE•Golf travel annual brochure: 60,000 U.S. households•1 ad page in the Tee-Times USAbrochure•1 page in the Golfpacbrochure•Minimum of 6 email marketing campaigns to 225,000 opt-in subscribers•Website banner ads•Preferred destination notation to reservation staff
DESTINATIONVIDEO
DESTINATION TV SPOTSFull 5-minute“Find Your Own Oasis”Destination Music Video
APPENDIX
GPS TRAVEL RECOVERYTourism Economics serves as an extension of the Destination Market Organization (DMO) by assisting in the processing of data through the creation of a uniform report structure. These web-based reports combine multiple data sources in an easy to use format for organizations to share with internal and external stakeholders. The key benefit of this service is a centralized database to increase productivity from which our team can help provide important insight and assessment for decisions around marketing and budget.
NEW ROUTES SINCE 2020Start Month Airline Market Frequency Season durationNovember 2020 Delta Los Angeles (LAX) 1x daily November to MayNovember 2020 Allegiant Boise (BOI) 2x weekly November to MayNovember 2020 Allegiant Eugene (EUG) 2x weekly November to MayNovember 2020 Southwest Denver (DEN) 1x daily Year-roundNovember 2020 Southwest Oakland (OAK) 2x daily Year-roundNovember 2020 Southwest Phoenix (PHX) 2-3x daily Year-roundDecember 2020 American Philadelphia (PHL) 1x weekly December to MarchDecember 2020 Alaska Boise (BOI) 1x daily December to AprilDecember 2020 Alaska Reno (RNO) 5x weekly December to JanuaryMay 2021 Southwest Las Vegas (LAS) 1x daily Year-roundOctober 2021 Southwest Sacramento (SMF) 1-2x daily Year-round
Start Month Airline Market Frequency Season durationNovember 2021 Alaska Austin (AUS) 5x weekly November 2021 to April 2022November 2021 Alaska San Jose (SJC) 1-2x daily Year-roundNovember 2021 Allegiant Nashville (BNA) 2x weekly November 2021 to Spring 2022November 2021 Southwest Dallas (DAL) Holiday peak November 2021 to Spring 2022November 2021 Southwest Chicago (MDW) Holiday peak November 2021 to Spring 2022November 2021 Southwest Portland (PDX) Holiday peak November 2021 to Spring 2022November 2021 Allegiant De Moines (DSM) 2x weekly November 2021 to March 27, 2022November 2021 Allegiant Indianapolis (IND) 2x weekly November 2021 to April 17, 2022November 2021 Allegiant Provo 2x weekly November 2021 to May 2, 2022December 2021 JetBlue Fort Lauderdale (FLL) 2x weekly December 2022, then March-April 2022December 2021 Flair Airlines Edmonton (YEG) 2x weekly December 2021 – March 25, 2022December 2021 Flair Airlines Toronto (YYZ) 2x weekly December 2021 – April 30, 2022December 2021 Flair Airlines Vancouver (YVR) 2x weekly December 2021 – April 30, 2022December 2021 SwoopEdmonton (YEG)2x weeklyJanuary 2022 Aha! Reno (RNS) 3x weekly Year-round NEW ROUTES SINCE 2020