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Home My WebLink About2017-04-27 Study Session - CVB ..•... CITY OF PALM DESERT l� ��I 7% — I O FRED WARING DRIVE �� 73 s d 1 PALM DESERT, CALIFORNIA 2260-2 H 'A�i �r',-'h 9 s 7 %.s� fl =-'.,4"' TEL: 760 346-06 i i'•;"few 131-0 ,• info@cityofpalmdesert.org °t97 N 3 NOTICE OF STUDY SESSION OF THE PALM DESERT CITY COUNCIL NOTICE IS HEREBY GIVEN that the Palm Desert City Council will convene Thursday, April 27, 2017, at 2:00 p.m. in the Administrative Conference Room of the Palm Desert Civic Center, 73-510 Fred Waring Drive, Palm Desert, California 92260, for the purpose of conducting a Study Session. Said Study Session will be held in order to receive an annual report presentation by the Greater Palm Springs Convention and Visitors Bureau (CVB). RA VHELLE D. KLASSE , CITY CLERK CITY OF PALM DESERT, CALIFORNIA April 21, 2017 NO ACTIONS WILL BE TAKEN AT THE STUDY SESSION. PURPOSE OF THE STUDY SESSION IS INFORMATION ONLY. V.• SI P11M(ECOM 10(1((ED IAPEN 111! :,,l• ' • f •• . ** .. ... 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PALM palm springs find your oasis. \ c\inoRNp. f\ \._...., Evolution of the CVB 111W \ 1 • 1989 - CVB was formed • 2009 - 2% TBID (Tourism Business Improvement District) was created and the JPA formula was reduced • 2011 - Image & Awareness Study identified negative perceptions and barriers to growing tourism • 2012 - JPA Executive Committee and the CVB Board of Directors agreed to new strategic direction - consumer focused branding and marketing • 2013 - 1 % TMD (Tourism Marketing District) was created to enhance and increase consumer marketing and destination branding • 2016 - Tourism Master Plan completed IIIMIr City of Palm Desert \ $ , JPA Contributions to the CVB - $1,200,000 _ TBID created $1,053,445 JPA formula reduced $1,000,000 $992,150 $800,000 $793,510 $600,000 $552,403 411 $400,000 11 • $281,067 $295,304 $302,216 $219,136 $237,388 $200,000 IlLudirbk ji $0 ■2007 ■2008 ■2009 2010 ■201 1 42012 ■2013 ■2014 ■2015 ■2016 2016 - Based on the old JPA formula, the City of Palm Desert would have contributed $1,233,570 to the CVB last year. 2010 - 2016: Under the old JPA formula, the contribution would have been $7,203,045 for those years. FY 1 6 / 1 7 Source of Funding $ 1 4 . 1 million - total budget — / Other Cities 8.86% TBID 83% Public 11% Private 6% Palm Desert 2.14% Public JPA Formula from Palm Desert Private revenue $302,216 $868,898 Public IPA Formula from 8 Cities $1 ,527,280 TBID - Hotels with 50 + rooms contribute 3% $11 ,750,580 FY 1 6 / 1 7 Department Budgets Finance/Admin. 10% Finance/Admin. - $1 ,455,580 Marketing/Communications Sales & Business Development - $5,991 ,999 47% Sales & Business Development 43% Marketing/Communications - $6,699,179 Total budget - $14,146,758 Convention Sales & Destination Services Budget : $ 4 . 5 million _ • 10 Managers Covering United States and Canada • 5 are based remotely • Southeast - Florida • Midwest - Kansas City • Northeast & Eastern Canada - Charlotte • Washington D.C., Maryland & Virginia - Washington D.C. • Religious, Entertainment, LGBT & Western Canada - Southern California • Greater Palm Springs • VP of Sales and Director of Sales • LA/Central CA, Western States & Sports • Orange County/San Diego, Southwest, Hawaii & SoCal • Pacific Northwest/Northern California • 4 Sales Assistants • 8 Destination Services Staff Convention Sales & Destination Services llir ' 1 i ' Greater Palm Springs CVB commissioned SHAG to create a City of Palm Desert image to promote our Modern Meeting Oasis. w sr � � � ._ , : , ,.. :rarvoillas , ftuncLuE "F S+... ANT rWlMrMilli ■ 4 / ji . ,...., itv„_ 44T44/ . _Atli ' '1111111111111: - 441 ,, t- --:: 444' ''',-- -',,,r, : , - .‘\ 11 ((II This image is being used on collateral, tradeshow booths and featured in advertising. 'IVPalm Desert \ 1 / Leads & Bookings by CVB r 2015 2016 Leads 563 633 Potential Room Nights 497,695 507, 141 Booked Meetings 38 58 Booked Room Nights 40,664 47, 133 Delegates 22,314 29,331 Estimated Revenue $5,768,542 $7,459,305 Estimated TOT $519,169 $671 ,337 Estimated Economic Impact $36,842,787 $47,224,458 Economic Impact Source: Tourism Economics/DMAI Average room rates (ADR) noted are from the December 2015/2016 STR Global destination report 2015 & 2016 TOT Rate = 9% 4 111VPalm Desert Return on Investment ` 1 i � 2015 2016 City Contributed Funds $295,304 $308,392 Estimated TOT Generated $519,169 $671 ,337 ROI for TOT $1 .76 $2.18 Estimated Economic Impact $36,842,787 $47,224,458 ROI for Economic Impact $124.76 $153.13 CVB Rebates and Housing Expenses for groups booked $49,055 $13,800 CVB Rebates and Housing Expenses for groups booked for future years: $22,704 2016 Convention Sales _ Impact to the Coachella Valley 957 Leads to hotels 219,084 Definite room nights 320 Meetings Booked 53, 183 Estimated Jobs Supported from CVB Bookings $72.5 million Estimated Personal Income generated by CVB Bookings $4.89 million Estimated TOT generated by CVB Bookings $11 million Estimated Local Taxes generated by CVB Bookings $206 million Estimated Economic Impact from CVB Bookings 2016 Convention Sales - LGBT lir \ 1 i ' The National Gay Lesbian Chamber of Commerce • Conference at JW Marriott Desert Springs in August • Record breaking attendance at the JW Marriott Desert Springs, about 1 , 100 in attendance The International Gay Lesbian Travel Association • Mixer at the Hyatt PS the night prior to the NGLCC conference • Brought together city leaders, hoteliers, business owners from the LGBT community LGBT Bar Association • Site visit in November • Attended a FAM at the Renaissance Indian Wells • The 2021 Lavender Law Conference potentially being held in our destination with 600 attendees Meetings Videos 'IVY' \ 1 / , � The CVB continues to develop video content to target group business and highlighted the uniqueness of our destination that both the CVB and our hotel partners use to attract and close business. Group Excursions Unique Meeting Spaces Airport Access CVB Cost: $65,000 III lig fir . 4., H FN *" E. _,. II_._,!; ,t PAAKEBPALMEntNer- — c •t••••• 1,I 49 avnm. CC O C. 1.1 ► b.! 0 �a,i.. 3 0 2 14 ►1 4 nionu In C --I Marketing Palm Desert 1r \ 1 / • Palm Desert Businesses involved with the CVB • Summer Co-Op Television Campaign • Fall Co-Op Television Campaign • Video Content highlighting Palm Desert • Support for Palm Desert events • Event Billboard Advertising • Digital Campaign results • New City of Palm Desert Web Section Palm Desert Business Involvement 1111111y A 107 Total number of Palm Desert businesses who are Marketing Partners with the CVB 527 Total number of Palm Desert businesses on the CVB website 660 Total number of listings for Palm Desert businesses on the CVB website 221 Total number of Palm Desert business mentions in 202 total articles on the CVB website 29 Total number of special offers from Palm Desert businesses on the ChillPass.com site 11‘Fr \ / 2016 Winter Co - Op Campaign Palm Desert PALM DEgirt T Palm Desert Campaign Time Warner Cable 3,683 spots 271 .3 million impressions ' The City of Palm Desert paid $25,000 If Palm Desert had purchased the media and hired a production team to create their commercial, it would have cost: $220,000* Regional collaboration saved the City of Palm Desert - $195,000 *Source: JNS Next - Media: $160,000. Karidis productions created the commercial for the CVB and would have cost The City of Palm Desert- $60,000 vIiiiiir 2016 Summer Co - Op Campaign \ t , May - August ..... isk, .... Television Co-Op Campaign - 11 partners • 0 , ' MARRIOTT THEWESTIN ` t,.,._ YeAuf011041A _ MISSION HILLS"_ +..,..,.. ♦„+:,y""`.y GOLF HLSOPI 6 SPA.:.. .0 i SCR% G. ,, . r" 11 ,,,,AM NSW' PALM IliNicr Palm Springs Bureau of Tourism JW Marriott Desert Springs Resort& Spa El Paseo Shopping Westin Mission Hills Golf Resort &Spa :.... 111110 0 II IN DIANI%E1IS4 AGUACALIENTE ,- )01 Ri ,,i'i -rn HYATT Casino l{c••,ort•,,p., rtF. •:'., .asp .I(..MiAGf - P a'1. 'TC%a.. a.. 4". 0r Agua Caliente Casino Resort Spa DoubleTree by Hilton Palm Springs City of Indian Wells Hyatt Regency Indian Wells Resort &Spa ,•. AllEE}K UUN i. 14311. t 20%OFF - , av ti:MWa pa m:, IN -4i La Quinta Resort &Club BMW Performance Driving School Greater Palm Springs Restaurant Week Time Warner Cable: Los Angeles/Orange County, San Diego, San Francisco, Las Vegas, Phoenix KTLA: Los Angeles Impressions: over 12.5 billion 2016 Summer Co - Op Campaign lir \ 1 , JW Marriott Desert Springs Resort & Spa tir J\A' MAR 1Z !OTT t,€'FRT sett 1 Ni i' , - ,, . I.L.41)ir. .CI JW Marriott Desert Springs mr+•r, Resort & Spa Campaign For(N3lsum II PAW DESERT Time Warner Cable 13,265 spots 616.8 million impressions JW Marriott Desert Springs Resort & Spa paid KTLA $12,500 and the City of Palm Desert paid $12,500. 839 spots If JW Marriott Desert Springs Resort & Spa had 297 million impressions purchased the media it would have cost: $160,000* CVB YouTube Channel 43,068 views Regional collaboration saved JW Marriott Desert Springs Resort & Spa - i,;5,uuu Total Campaign 14, 104 spots 913.8 million impressions *Source: JNS Next - Media: $160,000. Karidis productions created the commercial in 2015 for the CVB and would have cost JW Marriott - $60,000 / 2016 Summer Co - Op Campaign 11111V \ / El Paseo • • El Paseo Campaign ffp Time Warner Cable a 13,260 spots 619.3 million impressions KTLA El Paseo paid $12,500 and the City of Palm Desert 837 spots paid $12,500. 293.3 million impressions If El Paseo had purchased the media and hired a CVB YouTube Channel production team to create their commercial, it 43,364 views would have cost: $160,000* Regional collaboration saved El Paseo - $135,000 Total Campaign 14,097 spots 912.6 million impressions *Source: JNS Next - Media: $160,000. Karidis productions created the commercial in 2015 for the CVB and would have cost El Paseo - $60,000 2016 Fall Co - Op Campaign September - December -- t tke.. 4ivalitil: lc 11111Fr a 1 ' Television Co-Op Campaign - 5 partners ii PALM DESERT �Af' • CALIPORSIA • sair Sp fgom a- City of Palm Desert Palm Springs Bureau of Tourism • ••♦ t F t ' ! , iz INDIAH x44 CARE , EI `1 /,,.. M G41FOlN IA i . ��u :UILDE 1 % xmaxoxll JANUARY 18-22 LA QUINTA, CA COICt`rBildelCha. La Quinta Resort & Club City of Indian Wells CareerBuilder Challenge Time Warner Cable: Los Angeles/Orange County, San Diego, Seattle, Portland, Las Vegas, Phoenix KTLA: Los Angeles Impressions: over 10.4 billion 2016 Fall Co - Op Campaign Palm Desert Palm Desert Campaign Time Warner Cable PALM DESERT 25,720 spots 1 billion impressions V iscovera mbese .Corn KTLA 1 ,108 spots -� ay + �* 345.6 million impressions Total Campaign The City of Palm Desert paid $25,000 26,828 spots If Palm Desert had purchased the media and 1.3 billion impressions hired a production team to create their commercial, it would have cost: $220,000 Regional collaboration saved the City of Palm Desert - $195,000 *Source: JNS Next - Media: $160,000. Karidis productions created the commercial for the CVB and would have cost The City of Palm Desert- $60,000 / 2016 Video Content 11lir \ 1 / Palm Desert Ale NI\ Greater Palm Springs Event Oasis , YouTube: 76,654 views Palm Desert Events: El Paseo Fashion Week, Palm Desert Food & Wine Festival F4, 0-- ,QN w f City of Palm Desert Commercial - Fall 2016 YouTube: 95,866 views -- Palm Desert Businesses: Desert Willow Golf Resort, The Living Desert Zoo & Gardens, Palm Desert Aquatic Center, Palm Desert Skate Park, The Shops on El Paseo City of Palm Desert KTLA Vignette _, PALM P _RT YouTube: 77 views b" '`- ' Palm Desert Businesses: JW Marriott Desert Springs Resort& Spa, The Living Desert Zoo and Gardens, Palm Desert Skate Park, Palm Desert Aquatic Center, Cross Hike, Desert Willow Golf Resort, McCallum Theatre, The Shops on El Paseo 0 El Paseo Commercial • * • YouTube: 42,764 views Ake et Palm Desert Businesses: The Shops on El Paseo l: El Paseo KTLA Vignette YouTube: 41 views -N Palm Desert Business: The Shops on El Paseo "' 11AR IOTT JW Marriott Desert Springs Resort & Spa Commercial I HI`"LL41'1\ YouTube: 41,205 views Palm Desert Business: JW Marriott Desert Springs Resort& Spa F, JW Marriott Desert Springs Resort & Spa KTLA Vignette YouTube: 87 views Palm Desert Business: JW Marriott Desert Springs Resort& Spa GeEA �m S _ringsGreater Palm Springs Commercial - Find Your Oasis " YouTube: 80,413 views i ` �$ 01: .i Palm Desert Businesses: JW Marriott Desert Springs Resort& Spa, The Shops on El Paseo, De rt " `a'" Willow Golf Resort, Heather James Fine Art Gallery / 141Fr ‘ I / 2017 Video Content Palm Desert 4 'il" i ' :`: Chill Chaser- The Living Desert Zoo & Gardens ,,�_ .ter YouTube: 9,215 views I Palm Desert Business: The Living Desert Zoo & Gardens #t '2 a [—�Y t m ' Greater Palm Springs Events Oasis 2017 1,, 'I y/ YouTube: 120 views i I` Palm Desert Events: El Paseo Fashion Week, Palm Desert Food & Wine Festival 1'�' FASHL. WEEK EL PASEO i y, -A_ IIAFQ". 9 J r _.. ate.. ... CVB Sponsorship of Palm Desert Events — — Greater Palm Springs CVB contributed monetary and/or in kind support totaling $75,400 to the following events in the City of Palm Desert: Sponsored two out-of-market media events promoting these events: Fashion Week El Paseo Palm Desert Food and Wine Festival Fash /// We�o k Fashion Week El Paseo p APRIL 3-9, 2016 , GREATER aIm sorings Digital billboards that ran in rotation in San Diego and LA/Orange County for 3-6 week Each billboard received over 3.5 million impressions 2016 TravelZoo Digital Campaign v1441V Complimentary for any property to participate. TRAvigoo NEWS FLASH rr »r.V.i.I, Palm Springs'Best Resort Deals of the Year,up to 50%Off City of Palm Desert: ,}F . r � . 'a lit• 1•MC..j� i. i �. Room Nights/Vouchers Sold: 398 Revenue: $79, 140 � N e� � ; 4,1„H.vaay • PALM SPRINGS-MAY 12 2015-Summer is Um bird tam to get sumo of the most aggressive fates to day m Grbatar Palm Springs'most luxurious resorts.Th.pods ale a cool reprwve,and Travatzou CityPalm Desert Participating Partners: Fars can find dealt at hotels that cost two to three times as much lust a few months ago Web•rotndsd up the top offers in the area including JW Marriott Desert Springs Resort & Spa Ilerd flock Palm Springs Hip 4-staf downtown resod wldrng credit,45%off S95114 • lW H.t ivu Desert Springs Resat•Spa 4-Diamond Tuvelzoo ember-favmil.resort,35% off $1296up • La uuinu Resort&Club:Luxe Waldorf Astona resort wfh50 aedi.35%off...5159&up • Maqui.Villas Resort f&may-Msndly one-bedrnom ufa.wr$25 dining ewdd.50%off 565 . Mlrrriunt.Resort 4-0urnwd Wan Wells resod wlcrwkt to Conde Nuol Traveler Top 10D R.aon Spa.5)%off..S09 513 For a full fat of cicala.click below Read More // / New & Enhanced Palm Desert Nr \ i City Section of GPS Website — , polm springs Pby Pal 6ON, Slot' Dale SP.cialIMx., Ow9Cams Aboul r tz, Ak. ..li.... •, ,,. Jai;11111111. :'I i r ICI .l :fild" Calendar defaults to Palm Desert -sue ..: ':~ , events u Tnw.s...n.11 NIwo.wyww la.,a•Iw•.N.114 Palm D..o1.Ffem.arPP^•Pd..b•cl.m.a.i."'... ,..'•d••..N..to'II'IN La'..Pal cows,aMMmJyapoPPI,a.ah Pam D.s.rl°Homan Deus a ENE.- nawwr ,'''' a_..l .,e ...n9 ® Map highlights City of Palm Desert Articles default to Palm Desert featured stories 6 CI PALM DESERT A. EAT,PLAY.STAY.GETTING MERE ao .sea.. sti M • illi LEE Eb.Live,Do se,-Floe A. The(•.,Dowel r.....wy Mewl Dowel Adwnlr•sRod.Np M CuPwMn Twos 6 EwnM1 e-to...... eu3,..... ;wl....., 49>....... 2016 Marketing for Palm Desert 3.4 billion businesses number of television impressions for Palm Desert and businesses through the CVB's co-op programs 268,707 Total number of YouTube views for City of Palm Desert and businesses' TV commercials on CVB site Total amount saved by the City of Palm Desert and businesses $710,000 on media and production for television through regional collaboration 3.5 million Total number of billboard impressions for City of Palm Desert events $79, 140 Total revenue for hotels in Palm Desert through the CVB's TravelZoo Campaign CVB Website Palm Desert Content NV \ / August 2016 - March 2017 142,208 Sessions on the GPS website, viewing City of Palm Desert business listings or content 495,422 Page views of City of Palm Desert business listings or content on the GPS website 3.4$ Pages per session of City of Palm Desert business listings or content on the GPS website 4: 1 r Average session duration of City of Palm Desert business listings or content on the GPS website 15. 1 7% Bounce rate on City of Palm Desert business listings or content on the GPS website Illy2016 Social Media Palm Desert \ s , 339,090 YouTube views for 8 videos featuring City of Palm Desert businesses 106 Facebook posts that featured City of Palm Desert businesses 60 Instagram posts that featured City of Palm Desert businesses Palm Spnngs Oasis = =,, Palm Springs Oasis • N Failed }ACIYA'Yn r` a wwk.apc.Ha.a a rap_ dar }nwr*Maw Can you guess now many gumbass went into this to-sae gmgertxeaa house at JW Marriott Desert Springs Res h i,,,'.Check it out here 'Il II/Pr Pt W flip+rDt ryr2gEIDVa#GpigernreauHouso, Fr , {tr ,,, ,•............„,...... .....i., .. . . I ., . 4. , 4i. ........... tt 2111 *ill 1 yr: •r ' i *�'or/ t ` i-'Immi 40 17, .1 `_ r ,� ., «t '4•4 A aww wdr pwki,. 2016 Earned Media Palm Desert \ 1 .... . aill• Ale NE, i ' $4,207,419 Total earned media for the City of Palm Desert 126 million Total circulation and unique views for the City of Palm Desert 99 Total articles featured the City of Palm Desert 159 City of Palm Desert businesses were featured in those 99 articles (some featured multiple times) � 1� _ err,"'' 'kia- ----- the W d GREATER PALM SPRINGS -;. y I :'5 ._ ENW.S MO MILLS IN DIE HEM O.THE DESERT • Il � P � V ` fir! 1 �a % 1 . . E y , tf�,,.M 1 / fi N Mersa.',. ... je. :1 to o., I . ,n..w. ,...• 9r 1 y � 'p 1 f,Rp ..H+......".......�.lA a... a.. • W�v.r 4LN.v.q..K WO.nM . d r1 �#` ,,e I "" Lsn w.fwtl.s.1*r/m. ......>v.N�'..., m , AywAw> 1t �I X 4 _.! i1' tii ...anl.f.W...1..I.\9.per.. .eiewee4.. Ra.....r. A", T ....nwr+«..aarerxm•aw.Her. tows( .He.. a..ORH•..�.c +. n....serer. RinHis E...r _er` N...m..ra.. • .•...err wM wo.M•o.wr w..ew.on.. N '' 1 1. ". r..aw wsr +..N..rulw f. �._.. Yam Hee.a.n ae....r ......../.. Eio wv.wa eel eve ea an nee. t.mNlwmr• rrprrr+.. ) .ra aq� Mere. u.swra ra.+ �(' .,*. .rr w�'.ru ii: y'�'' }, m�..r r.. r.�+i..Hv.a.wr.,svn n..11•ON0Ilk filmf IM ' * Y I.Nr.r....m um r.•an..�•rwi..w.e.arw .uet,an.. S. I . 1 ,L.n..era a. 1.som.....ar..y,.w.•5...n1ras ^/y • �� ' A ' 1 W.•..w W^mr....b.w.0•arovu. .dY. ...ai..Nf..Jr.a.muM Sa.. Olt W karoan vow 1 � ��.... v.. . till . yi _` YM1.""fe 2016 Restaurant Week _ I 6.91 Average page views during a session 6: io Average session duration 49,956 Total number of sessions 345,320 Total number of page views $54,400 Total cost for CVB to create the new Restaurant Week Website 134.2 million Television impressions in Southern California & local markets 405 million Total earned media impressions through press trips hosted by the CVB Our fly GREATER Palm Desert Restaurants participating in 2017: palm springs RESTAURANT E E K Backstreet Bistro Cafe Des Beaux-Arts Castelli's Ristorante Chez Pierre Bistro Cuistot Daily Grill Kaiser Grille - Palm Desert Koutouki Greek Estiatorio Le Donne Cucina Italiana Mikado Japanese Steakhouse at JW Marriott Desert Springs Resort & Spa Morton's The Steakhouse Pacifica Seafood Restaurant Rockwood Grill at JW Marriott Desert Springs Resort & Spa Ruth's Chris Steak House Schnitzelhaus Palm Desert Sullivan's Steakhouse The Grill at Shadow Ridge at Marriott's Shadow Ridge Golf Club Tommy Bahama Restaurant & Bar Villagio Italian Kitchen WP Kitchen + Bar Marketing , Branding & Communications $ , Budget $ 6 . 7 million — — Department Staff • Marketing: 4 staff members • VP of Destination Development • Brand Development: 3 staff members • Video Content Creator • Arts, Culture & Film: 1 consultant • Communications: 4 staff members • International PR Representatives: • Black Diamond - United Kingdom • Marketing Services International - Germany • AviaReps - China • Gate 7 - Australia & New Zealand Research Nry , 1 , InsA ...-. • Advertising Awareness, Effectiveness and ROI (2013-2016) ,._.-• ,If •-- soar/ so / - Strategic Marketing and Research Insights-$35,000/year e... ,.T, , I:,..N _ Sa.r+s.R„ n., SCR.w Swbw --=__ � t..,==,=:.= -- - ▪ VisaVue Travel $7,000/year _. _ �"' - International 2012-2016 - Domestic 2014-2016 -- -- • Smith Travel Accommodations Report - Hotel Report - STR -$1,600/year I STR - Aviation Intelligence (2016) r ,:I„ - - Diio, Data in. Intelligence out - $7,425/year • Destination Development Plan (2016) - - Convention Sports & Leisure $350,000 k"- `4 aR,+,_rt ▪ Image and Awareness Study (2011 ) IIM — Y Partnership- $126,000 Palm Springs DRCCVA Image and Awareness Study DESTINATION Development Plan • Economic Impact of Tourism In Greater Palm Springs Y (2011 , 2013 & 2015) $25,000/report - Tourism Economics September I7,7011 • Visitor Intercept Study (2015) Amir 2015 VISITOR INTERCEPT STUDY_ Custom Intercept Solutions ir� - Beresford Research - $120,000 Total spend on research since 2011 : $863,025 ' ` • =' All research is shared with GPSCVB's Partners including the 4 City of Palm Desert yi. I, , £ •,•.qs • j .Vir 2016 Destination Marketing ' 1 The 1 % TMD established in 2013 enabled the CVB to begin marketing the destination in new destinations and on Television. Historically, the CVB only marketed in the drive market during the Summer months. We are now marketing to the drive market annually. Markets: East: New York City, Washington D.C., Baltimore Central: Chicago, Dallas, Denver, Minneapolis West: Los Angeles, Orange County, San Diego, Phoenix, Las Vegas, San Francisco, Seattle, Portland Canada: Calgary, Vancouver, Winnipeg, Edmonton, and Toronto Budget: $2,313,993 2016 Destination Marketing NI Digital Advertising Impressions: 13.6 million find your STYLE find your OASIS alk GREATER PALM SPRINGS *GREATER PALM SPRINGS , find your MOMENT `F find your GETAWAY 4' _ GREATER PALM SPRING GREATER PALM SPRING 'WV2016 Destination Marketing \ 1 10 Billboards Chicago, Seattle, Portland, Minneapolis, New York, Los Angeles/Orange County, San Diego, San Francisco Impressions: over 457 million u =: `` fly nonstop to sunshine '" ° ' f. GREATaIm springs visifgreaferpalmsprings.com rift/ -A warm u o. CHILL out. �I_ , a GREATER ' palm spnncs (#pft - r visitgreaferpalmsprings,corn Ng/Pr 2016 Destination Marketing ' 1 Print Airline: Alaska Airlines, WestJet Up Travel: Westways (AAA), Via (AAA), Conde Nast Traveler, Sunset Magazine Lifestyle: Allure, Outside Magazine, Coastal Living, Golf Publications, 90 Days of Summer, The Guide, Locale Magazine LGBT: Pride Magazine Impressions: over 156.2 million t ' 141arfo SPECIAL ISSUE •Wester -' L. - •r • .r= 0. , , ,1r�;.-1r feT i.pin' - —— - __ .,, �/O �• tJRES A • ! ;pf/// �` ��I11111111; The mlmaable. Occasmalty lir !r>or v�4 n Feb •: ,,,,H!I lNA f� \ t telCmaut,.,. Awkward .,_,, t _,,.-•l tt MR, ae, , - ht idall t3ronrcrs, cairanlaort . I • Han Masks Joiner i R, , e �mo I �I �, For Those' IE )T A A T 7 _ a. Who Serve ! 1 )14 t r✓ `_ A. �-- .U•�.++L.. •• ..,i +The Hall of Fame:W ld Stur es Th •toGe,dus 2016 Destination Marketing Mir \ / Television TV Spots: 819,000 Impressions: over 30.9 billion 11 City Metros on Spectrum Cable TV Los Angeles on KTLA 5 City Metros on Canadian Broadcasting 41. ti 411Ir 1 Alit ,1440, ., �v -... c n .. 5 destination getaway commercials featuring family, couples, and LGBT run in rotation Redesigned Homepage on the GPS Website - . `2L� palm springs Ploy Eat&Drink Slay Dols Speciallnl.r.srs Ow9Cams About I��d roar„oar. r Jkt' a ai, 'Ai '44. ''''''' # '; ilt. . ,. 4 . 0 0,...,1 . f'. 1— . '' * ' y If{1 !NW r..' Our 9 Cities ` sib. . '� c I I ` r Special Interests S� , ,-,,,,.. 17 Calendar of Events i' .. 10-1vAD»drN Articles p 14 This Week in -sr 1 ' ,.. Greot.,Palm Springs -1 nWw.,l..n Jules umliwn. " SEE NONE EVENTS - t FIND YOUR STORY.READ AND GET YOUR CHILL ON. HAuh'CJ'.. a..,...p.A. 0.'rrrov f... foray F. ..W...af,w.r G.NStoms lasra IFAr OWJwrd.rohoo Ronan. ..• El, W.nlrm Wa4 .. ('e ' , li k :11, ,;• Yonder LWSignolw.E..n1s�n Chill Chosen Searching lot Desert Follu«d.,ny a.Amar. Greater Palm Springs felb«MyYx r.nglo.a rM1. Ito«Iunur.yal.M..lw- L.Jw.nplw.sfndd.nywma G.I o s..peak allMh.al cMa..1M1.'chJl'in Gr.alx nl�dd.d wl..n�b.lian in G.ol.r Palm SV inga. I.aiiwladlh.wawn Pdm Sprwgs! rpru«Lng uuoaa Gr.olx 4 Poles�V..g. lir Redesigned Homepage on the \ 1 GPS Website CHILL'N VIDEOS.CLICK.PLAY.ESCAPE. I..;r •ems. 4 � i / j^£i......or Fits Fits and This Tenkann Find You Oasis in Chill Chaser Wanda,Lot-Dosed Take Tw/o Chit in Greole,Palm Springs esperiwcesTKB Didllling Growler Palm Springs Bakery 6 DO Featured Videos SEE MORE VIDEOS IMAGE GALLERY Image Gallery •R Ak 6 CJ+o onsososoinis togas,OW E.o.I. ivnyFm Gal.toms. WO °m* mrasio Ram Aono smo ro.A;g. "5. Social Media 1 rt . I Li oi Fac.book Instagram Twi+ler 10i i S.Trq, m ::: I ME • xw..,w wlpane..YalrcpYgnwewf • w m Mc..e Ns.[w 11..6YWwe.hn Y.V.. 11M111111111111111111111111 IIIIIIIMIIIIIIIMIIIIIII ..._._. Enhanced Special Interest lr ‘ 1 4 Sections of GPS Website .... . .... Dog Friendly Weddings almsprings c erPPloy Eat EDrink Slay Dols Special Interests Our 9Cn'li•s About palm springs Ploy Eo/EDnnk Stay Deals Specialln+owl. Our 9Cili•s About rno your oads. 6 nndrou��na�. 14 .. \,'y ,,c', .,:, 4,•r : ' l'• I v iirf —1 —1 1 0- i it .,,.ii- i 0 a� mis DOG FRIENDLY GREATER PALM SPRINGS WEDDINGS IN GREATER PALM SPRINGS P.. �I Pol ea V«PPY P«o«.. ....1 :eiy H"t•r •• ...,. Eapr1 Tr, Roch.lw H.Pali,OS... li !' ` "palm springs of t r palm springs uso HITS CwcnNb D.a.n C..H«ae. l •,— i �.. " i'. ,,V,,,,,,11, . �'c ufl�.Y l.�.3.- 1�� rs cwumam D....w rwlH«w. C a V flare ". Fro r-f..n ttl �, ' • ii ' a ♦ 4 far iMuWoy Concea W.C.o.. Fob1-r.b2 wi Rbcl Hnlory Monlb �. nc1Ha1 Manln v.o:-ease .. . Cdebal.Yw.Love .4.,Vow love F.n.Feb. nn it ww i J VONnI DoY olFkmu�Ba VWn OgatFWm"ya _ 1 G IS •Ra•:. ♦ No LdF M Pop UP6o.*Du. Sr .aEb. • .- Feat..«h:C /<�wa WIPapUPUaPary Dunn.. t AIIPWm Spa, . ,a A f AHPOo Sp,og* Lot the Dogs Oul! ""°"bW Jusl Soy,"I Do.' i Forks for A ♦ ? a AR li.:q""n„lr.✓. - •' -, r'u. 1 / ,_Or..P..Sp��yz • SEE MORE EVENTS Iw a,ryw.�.l.l"!v"o�,� a .�..,_- ., I: p SEE MORE EVENTS lir \ 1 / Enhanced Special Interest Sections of GPS Website - , LGBT palm springs Ploy Eat&Dank Stay Deals Sp.cioIlnterests Our 9Oleos About 178,430 LGBT page, rnd yppr ens,s. ;aT.=.. event and article views 4A- , CONNECT.CHECK IN.CHILL OUT.#VISITGPS di` u .. Facebook Instagram Twitter 0 ®Gay oDeed Guide GsrD+ *0000 GHT LGBT e 4 „. ti S i4 4 f .,u uP an your oea,Talmnolt�yMns weelend'a�IBCP3 Granter Palm Springs,with ih large arld vibrant lasbion,gay,blsesual and Ironsgender populous,is known the world over as a LGBT comfort 14°"'a gr $ gayP„„umu,ce.can+.o<lesu�rs] �LI°e Page i %AYn Up °y.o0OGiyPL0Spfngs11BC1D1] mne.Usifors will findosmorgasbord of foodandfun waiting for them here,staling vnih Arenas Rood in downtown PalmSprings. ,, �,,,,,,,,,,�_M yr Th.UNu.al.W..Y.,d W.'"'"gNOIN. Drpg &MEI it`il�� n gpalm springs . cay as.n cam. "� _; ° i -- — Ctle trout aY NC cool free exnlS at hiudernlSrn { G NONan Wlek yP In Jpr°gs ,«y GOODe iGvult.LGOT . 77i / = •^umx. • rob/SSwuNr�m 1 "r +. Glcu 0 Pu �eM `* ir- ` °Il oveC Vpa m3pings Calhed al C'yLGBT Doye y Mn.')d-M ZM1 ', M 4 Ap i wds IM DawnI t.. LPond 3rdM.nuol Gumbo Gob fll, hµ: . t. 0(11Xj WI.Poly Toon Sp err rn:yr,.noy o • Shul Up dDor. rtad9ffpSG?nul y'^i1 FOLLOW US FOLLOW US FOLLOW US I. 5.r fl i h.. /.ps 1Shw. Ih B.IIodOBon ........... .. .. .............. • Signalun LGBT Events �.,.;• Working with Gay Desert Guide to Sae,./re,o the evenlsaw happanir,g! r SEE MORE EVENTS provide social media content 2016 Destination Marketing Mir \ I / 819 K Total number of television spots 13.6 million Total number of online advertising impressions 457 million Total number of out-of-home impressions 156.2 million Total number of print impressions 30.9 billion Total number of television impressions Over 31 Billion Impressions generated 2016 CVB Website NPIr 2016 Y/Y % Change Sessions on the website ? .4 million 26.54% Page views 6.6 million 145. 17% Pages per session 2.7 91 .49% Average session duration 2:44 238.78% Bounce rate 28.6% - 16% CVB Social Media & Earned Media 19Pir 4.5 million YouTube lifetime views 184k Facebook fans 12.4k Instagram followers 26k Twitter followers $24 million CVB earned media for the destination 2.3 billion Total circulation and unique views 640 Total articles covering Greater Palm Springs Travel Industry Saleslir \ 1 / Budget : $ 1 . 4 million _ Travel Industry Sales works directly with domestic and international travel agents, tour operators and receptive operators through different sales and training channels to ensure that Palm Springs stands out as a unique travel destination worldwide. 4 Staff Members Greater Palm Springs has international representation in the following countries: `&7111 FP.dipl r. 'r 16,\\ / * * 4 United Kingdom Australia Germany China BbOND C GATE 7 Di r kitW . " C:alifnr'nia 2016 Travel Industry Sales by the Numbers 16 Sales missions and client events attended on behalf of CVB Partners Clients hosted in the destination during the 30 FAMs from 396 Australia, China, Canada, France, Germany, India Ireland, South Korea, Switzerland, United Kingdom, and United States 1 ,241 Travel professionals reached through 29 webinars and destination trainings 7�06 Travel professionals met with at 21 appointment-based tradeshows 1111Wir \ 1 / 2016 Travel Industry Sales Palm Desert - - 9 CVB sales activities were attended by or had a Palm Desert business participating. Palm Desert businesses who participated: The Classic Club Embassy Suites Palm Desert Gardens on El Paseo JW Marriott Desert Springs Resort & Spa Residence Inn & Courtyard Palm Desert Kaiser Grille PD Desert Adventures Red Jeep Tours & Events The Living Desert Zoo & Gardens 'Mir 2016 Travel Industry Sales Palm Desert ' 1 .... ilk .... i ' 21 CVB hosted FAMS & Site Inspections bringing 326 clients to the City of Palm Desert. Palm Desert businesses who participated: The Gardens on El Paseo Pacifica Seafood Restaurant Cardiff Limousine & Transportation Fashion Week El Paseo JW Marriott Desert Springs Resort & Spa Desert Willows Golf Resort The Gardens on El Paseo Pacifica Seafood Restaurant Big Wheel Tours Kaiser Grille Palm Desert Desert Tasty Tours Desert Adventures Red Jeep Tours & Events Tommy Bahama Restaurant The Living Desert Zoo & Gardens El Paseo Drive Tourism Master Plan 11111Ir ' 1 GROW VISITATION FROM G0.ETLP'r ,` palm springs. 12 . 8 MILLION TO f nd yn r oasis. 16 . 8 MILLION BY 2026 2 r4 r'zi:II ..gam$' z' t;,-. , , , ., ,,,,, 7_ , , ,,,, 7 ,, , „•7 , �, . 1- RECOMMENDATIONS �'y.. "*a,`A `" i �#' s i " " ' Increase Transportation r : ti + ,, • Support Higher Education 6; + ~ ik y Grow Outdoor Adventure _ STItAUGKAGeor, mindingy ut business , • Support Arts & Culture `%;1 • Health & Wellness `E'LIRE ■ Destination wayfinding & REST \ATIO\ entry conditions Development Plan ■ Eco-sustainability MAY 2016 • Increase Sales & Marketing „, IJ GREATER',,,, I- 1:_. Collaboration palm springs desel nol,prny, culheoracdi gun..,,,i..rugs I palm decal I Indian walla I la quinla I indw I<ooch.11G Regional Initiatives di Arts, Culture & Education • The CVB helped create the California Desert Arts Council and contributes $50,000 a year • The CVB contributed $25,000 to Cal State University of San Bernardino, Palm Desert to help start the hospitality school Film Initiative • CVB has created a new position and film friendly website to help promote film production for the valley • Supporting incoming productions: • Visit California - Joe Montana commercial • Raid Amazones - French TV • Launched Film Oasis Advisory Committee • Co-hosted American Documentary Film Festival Global Filmmakers FAM, $3,000 cost Salton Sea Advocacy • In April 2014, the CVB completed a tourism impact study, conducted by Tourism Economics, on the potential economic impact of the Salton Sea on tourism if nothing is done to mitigate the current deterioration • $1.3 billion to $6.5 billion in lost tourism spending over 5 years 111.11r Destination Development Plan ' GROW OUTDOOR ADVENTURE IF. t ' ! Imo. - b. f 4,,, • r'IL � * ; �1 I n A vhf4 J N1l' t 1 ,.r T' '1, - 1 +T.�� , Natural, authentic asset for GPS Work with 9 cities on signage, permits and facilities (i.e. Hiking) Be the gateway to other desert region explorations Support CV Link for wellness and adventure offerings Grow amateur sporting events Destination Development Plan DESTINATION WAYFINDING LACK OF INFORMATIVE/IMPACTFUL ENTRY SIGNAGE IS PROBLEMATIC Use HWY 1 1 1 banner signage to link valley through event promotion Portable electronic signage • Improved landmark signage Apps to support wayfinding Le- HEALTH & WELLNESS ' Growing domestic and international leisure sector Fitness-meets-visitor: broaden exposure of this asset -� Visitation through festivals Incorporate asset into all visitor stays ' = Medical Tourism Destination Development Plan ECO - SUSTAINABILITY Unite conservation, communities and sustainable travel in one experience Overcome the misperception that the region "overuses water" All nine cities and venues pool their sustainable practices message Support the Salton Sea and the need to restore the Salton Sea through local and state advocacy .' ,. -tea #i ✓ ' - I e t: si* r 4111W4L„.. +� ' et �. Y• Regional Initiatives TRANSPORTATION Grow year-round air access - sustained financial commitment needed 1-10 beautification and HWY 60 widening Support long-term focus on rail t . Iitr�� I 4 •.• -7 lik't .' ' I ri 1111 r. ,,p \ ii. . r �. ii / ,; 0 +� liiiir \ I ' Business Lost Due to Air Access / Cost wr i ' Year Meetings Room Nights Delegates 2016 62 28,098 16,665 2015 38 46,442 14,657 2014 26 64,246 16,623 2013 36 64,214 21 ,290 2012 32 21 ,334 15,012 2011 32 28,277 13,905 2010 44 33,510 14,813 2009 70 23,386 14,603 2008 40 43,062 19,931 2007 20 76,672 29,570 Total 400 429,241 177,069 //// / Air Service Development lrir \ l • FAA regulations will not allow the airport to negotiate minimum revenue guaranty contracts • Any incentive provided by the airport must be available to all carriers • CVB utilizes excess funds to attract new service, however model is not sustainable • CVB hired InterVISTAS to assist with air service development • CVB has attended two air service conferences and has met with Southwest Airlines, American, United, Alaska, Westjet, Delta, Air Canada and Allegiant Air Service Development CVB contracted and funded the following new air service: 1 ) JetBlue: non-stop service from JFK to PSP 2016 - Jan 1 - April 30 2016-17 Nov 13 - April 30 2) American: non-stop service to Chicago beginning in October instead of Mid-November (critical for both group and consumer) 2014, 2015 & 2016 3) WestJet: increased service from Toronto from 2x per week to 4x per week Nov 2015 - April 2016 Total amount funded for above: $1 ,216,000 Thank You ! 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