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HomeMy WebLinkAboutHotel and Travel Update - Huntington Beach Marketing and Vis Huntington Beach Marketing and Visitors Bureau Hotel and Travel Update Study Session with City of Huntington Beach Monday, August 16, 2010 S>/ie' /,Zc/(D Presentation Outline 1 . HBMVB Purpose and Structure by Margie Bunten, Director, Foundation and Community Relations at Golden West College and HBMVB Board Chair 2. Travel Industry Trends by J D Shafer, General Manager, Hilton Waterfront Beach Resort and HBMVB Board Past Chair 3. HBMVB Review of Accomplishments by Donna Mulgrew, HBMVB Vice President of Sales and Marketing 4. Looking to the Future by Steve Bone, HBMVB President and CEO HBMVB Purpose and Structure Margie Bunten Director, Foundation and Community Relations at Golden West College and HBMVB Board Chair HBMVB Mission : To position Surf City USAF as the preferred California beach destination in order to maximize overnight visitor spending, destination development and quality of life for all residents. The HBMV13 is a non-profit 501 (c)(6) corporation established in 1989 and funded primarily by overnight visitors to Huntington Beach through: °I . 10% of the Transient Occupancy Taxes (AKA "TOT" or 66roorn taxes") 2. 1 % Huntington Beach Hotel/Motel Business Improvement District (HBH/MBID) Assessment on overnight stays Evolution of BureauLogos AWN %=%M0MW=0 '#� 01%WWOM440 ry "4t"Vr1MGTON BEACH, CXWOlkNIA �a�ftlf�� aa1 Huntington Beachf t rd� rt� 'ta I:'36+11 r7c TI TM i SurfCityUSA. com What does the bureau Do For HB ? is Markets to visitors for the purpose of generating overnight stays • Establishes an image which encourages visita tion and commerce • Assists visitors through information centers and responding to enquiries • Provides leadership for the visitor industry We Create a an for the Destination Among ® Leisure Travelers • usiness Travelers •Conference Attendees s 4XI i +r Why Tourism Is Important • 90% of tourism industry businesses are small businesses • 83% of tourism spending is by visitors with annual household incomes of $70, 000+ • Tourism is the nation 's fastest grooving industry and third largest in Calif. • An overnight destination spawns non-tourism industries faster than others HBMVB Boa • Michael Ali, Zack's Beach Catenng and Concession • Brett Barnes, Duke's Huntington Beach • Suzanne Reukerna, Suzanne's Catenng • Margie Bunten*, Golden West College • Shirley Dettloff, Amigos de Bolsa Chica • Steve Dodge, Huntington Capital Corporation • Ron McLin, Longboard Restaurant & Pub • Kevin Patel*, Howard Johnson Express Inn & Suites • Marco Perry, Shorebreak Hotel • Cheryl Phelps*, Hyatt Regency Huntington Beach Resort & Spa • Joyce Riddell, Joyce Riddell & Associates • J D Shafer*, Hilton Waterfront Beach Resort • Michael Ga net, Makar Properties • Dean Torrence, Jan and Dean Music • Robert Vaughan, Best Transportation *Indicates Executive Comm►ttee HBMVB Staff Four Full-tune Employees • Steve Bone, President and CEO • Donna Mulgrew, Vice President of Sales and Marketing • Madison Fisher, Communications Manager • Nicole Llido, Visitor Services Manager Three Part-time Pier Plaza Visitor Center Employees • Kelly Evans • Kevin Keller • Briton Saxon Travel Industry Trends J . D. Shafer General Manager, Hilton Waterfront Beach Resort and HBMVB Board Past Chair 2010 Tourism Industry Recovery & Challenges • U.S. recession ended last fall, but slow growth in employment, ravages and earnings • Unemployment persists and horns foreclosure volume is still large, • GDP will increase about 3.1 % in 2010 and 2.5% in 2011 . This is modest growth; not a robust recovery. Source CIC Research 2010 Tourism Industry Recovery & Challenges • For 2010 the trend is more trips, more business trips, and more air travel, but spending is weak. • U.S. Room night demand is increasing; expected +5.7% for 2010. • U.S. Air passenger volume is growing; expected +4% for 2010. • Q►DRs are not grooving ; expected -0.6% for 2010. Source CIC Research If � Y Internationat VisitorsU .S. and Projections ( 001 - 14) •. ANNIECAMMMAVOMIM Arrivals in Millions 90 80 --- ----- ------- ---- — ---- -- ---- -- ---- -- ---- -- ---- ------- ---- -- ------ ----- --- ---- - 718 -- ---- -- ---- -- ---- - ---- ------- ------- --- --- - 67 3 -- - 69 --- ------- ------- ---- -- ---- -- ---- -- ---- -00 -- 570 549 -- 58 612 �10 � 2 54 -46 0---- 436 --- -46 1--- 492 -- -- -- 40 -- --- - -- --30 -- --- -- -- -- -- -- 20 -- --- -- -- -- --10 -- --- -- -- -- -- 0 2001 2002 2003 2004 2005 2006 2007 2008 2000 2010(f))eTunsmo 2011(f) 2012(f) 2013M 2014(0 Sources U S Department of Commerce ITA Office of Travel&Tounsm Industries Secre ti (Mexico) Statistics Canada& IHS Global Insight Inc May 2010 forecast LAX International Passenger Arrivals (year-ever-year % change) 20 0% 150% International passenger arrival volume is rebounding at LAX in 2010 10 0% 5 0% VOrO ,5 0% —10 0'% w —15 0% u� —20 0% 25ZoLAX Jars Feb rear Apr May Auk ock � Det , Feb Mai air May 147 1 Z°!a 12 3Q/P 19$°rP f7 4°i° $3°!P 6 9°fP 2 7°fP 0 5°f° {b°lo 6 3°b $3°r 1C!0°/P 7{k°fa 2(7°t'P7 3°f° 2009 2010 Source CIC Research xeir A vow a' qg s Al e a L a r ,w�a 2010 OC Visitor Forecast • Travel from Asia and Latin America is strong; growing economies and pent-up travel demand. • but travel from Europe is relatively weak; reflects their lover economic growth, higher unemployment, and the recent lower value of the Euro. • The volcano eruption in Iceland resulted in a 19% decrease in travel to the U.S. from Europe in April 2010. Source CIC Research 2010 OC Visitor Forecast • Visitor volume to OC well increase about 1% for 2010 • More overnight visitors to OC (up 3%-4%) • More hotel guests (up 5%-6%) • More private home guests (up 1%) • Fewer Day Visitors to OC (down 1 %-2%) • Some day visitors are converting to overnight and going outside of SoCal • Spending will increase about 3% to a tittle over $7 3 billion on 2010 for OC • Spending peaked at $8 3 billion in 2007 • It maybe 3 to 4 years to get back to the 2007 spending level. Huntington Beach Travel Impacts, 2000-2009p 2000 2001 2002 2003 2004 2005 2006 2007 2008 2O09p Visitor Spending by Tvpe of Tra%eler Accommodation($Million) Hotel Motel 76 72 68 124 151 181 186 203 195 172 Other 0%emlght* 64 66 66 67 68 70 72 74 73 69 Okay Travel 51 52 52 61 65 69 71 74 73 68 Spending at Destination 191 190 187 252 285 320 329 350 342 309 Visitor Spending by Comnlodlt) Purchased ($Million) Accommodations 27 26 24 43 54 62 67 75 71 59 Food & Beverage Services 66 66 68 86 97 104 106 113 112 108 Arts Entertalnrnent Recreation 34 34 33 45 50 62 62 64 62 57 Retail" 64 64 62 77 85 92 94 98 97 85 Spending at Destination 191 190 187 252 285 320 329 350 342 309 Industry Earnings Generated by Travel Spending ($Million) Accornmodatlons & Food 5er%ice 390 387 387 53 1 609 661 687 753 743 708 Arts Entertainment & Recreation 116 116 11 5 154 17 1 21 6 223 238 236 22 7 Retail" 73 74 73 89 95 99 101 106 100 93 Total Direct Earnings 579 57 7 574 77 3 876 97 5 101 1 1097 1078 102 8 Industry Employment Generated by Travel Spending(Thousand jobs) Accommodations & Food Service 1 910 1 810 1 750 2 280 2 520 2 620 2 620 2 680 2 610 2 440 Arts Entertainment & Recreation 710 670 650 790 870 1 090 1 080 1 150 1 120 1 060 Retail" 250 240 230 290 310 310 310 310 300 270 Total Direct Emplo}gent 2 870 2 T2O 2 630 3 360 3 700 4 010 4 010 4 140 4 030 3 770 Tax Receipts Generated by Tra,,el Spending 9$M111101,I) Focal Tax Receipts 40 39 3 7 62 75 85 90 99 95 811 State Tem Receipts 78 76 78 99 11 1 121 124 130 12 7 1 0 Total Direct Tax Recelpt� 11 8 11 5 11 5 16 1 186 206 21 3 229 223 201 Source Dean Ruman Associates April 1 2010 tail-,may not add to total due to rounding- *Other o%ti-night includes camp.ites vacation homes and unpaid overnight accommodations in private home of mends or relames '*Retail include-,food and beverage purchased ter ot€ premise consumption and motor tuel i �� � �, I �� � .� 7 1 � v' 7 �I�� t� it 'I 't• 1 �"��i 't�+ ;,•- 'I�� '�'�r •� ^r� �il I �� `t• i I � � i_ i � _ ,• �. : - ,,. ... b $�. ,�,. -" :. �- # ����� a. r � fr ,' .tz '�. A4� � � � � t �; �� �F ��y�� �` 1�� �"� 4»y }y`. ' v � .a �� � pY L� tl' 1 ���i,k �' � i�, I+ �;� gi � y �.. y'"5n �,� 't. �d�� � u sa'!,i �Y 4� �� �F �d v � � � +.� �, f k ,� ;, .,� ^ �_ 1 Tourism Wor for Huntington Beach • Providing local jobs • Generating tax dollars for local services and improvements to infrastructure • Attracting a wider variety of restaurants, shops and events • creating community pride and a better quality of life ^ea The Huntington Beach Travel & Tourism Industry generated . 1 million in local tax receipts last Year. � � 5 a -�r � s i Dean Runyan Associates Apn1 1 2010 The Huntington Beach Travel and over 3 , 800 people . . Tourism Industry employs tit t III— ea ia���� �Y}1�,-:l�'��`• 31°ac,:a' X1 I r� 1: � i ' ' Dean • 2010 . . . i ncluding those in hotels and lodging , retail and eating & drinking pja- _ 71 s k 4 , ".m. &»�,�. y k�_IWO, ,." Wf IF MW 21411 E x m� Generating nearly $103 million annually in earnings! Dean Runyan Associates April 1 2010 HBMVB Review of Accomplishments Donna Mulgrew HBMVB Vice President of Sales and Marketing Competitive Awareness "slave you heard of the following Southern California beech communities?" w MALIBU Huntington Beach LONG BEACH raMI. th SANTA MONICA � § is the 5 most WP.II- LAGUNABEACHa known beach in HUNTINGTON BEACH Southern California NEWPORT BEACH • 93 8% of travelers VENICEBEACH fj ° OCEANSIDE x: in the four state LA JOLLA z s area including REDONDO BEACH California, Arizona, DEL MAR SANCLEMENTE Nevada and Utah CARLSBAD are aware of its HERMOSA BEACH Only 6 2% of CORONADO ISLAND MANHATTAN BEACH travelers are - �� - SEALBEACH unaware of it The DANA POINT t most recognized is MISSION BEACH "Mom Malibu followed by SUNSET BEACH44 a g Long Beach, Santa PACIFIC BEACH IMPERIAL BEACH 1�' Monica and Laguna SOLANO BEACH Beach 0 0% 10 0% 20 0% 30 0% 40 0% 50 0% 60 0% 70 0% 80 0% 90 0% 100 0% DesiredTourism Pos • ell our Authentic California Beach Culture — the active, upscale, surf-related lifestyle of Huntington Beach. • Maintain the perception of being active, yet land back and casual ; fun, family-friendly and adventurous • Maintain some diversity in both the tourism product and tourism demographic — not just for surfers. • Maximize the existing correlation of Huntington Beach with "Surf City USA" Marketing and Sales • Advertising • Publications & Collateral • Online Marketing - Social Media • Familiarization Tours (PR & Trade) • Public Relations • Travel Trade and Leisure Marketing • Meetings Group Marketing • Brand Licensing • Huntington Beach Visitor Information Centers Advertisming ® Consumer Marketing R r Huntington Beach Huntington Beach �.�®r..�r..rxoy e �y. o.,.p.e:.r.,.. ait�.w � �-"� 'N""w �� •--,4. Al ,.w l —I r � a I � s r � y� � �Jffwpel':. —_ M-r« •.,y,, 5 ;{� � rig.. ....' �*�.:. r llSA,iryiix Nh �t r,to i Publications & C f � HUNTINGTON 4 7 0 , Sk BEAC 2010 Visitors Guioc C A L I F 0 R N I A urKityu ,-,c R OFFICIAL VISITORS NEAP �ry 4 TLIFE -7-7744 R I o � ¢S EA'RCH iF II w P + + � 5�� ►mae sietter 3wleetlns S R legate . .tPtedPilnl�sl garPdx a lhsdta . GatauliS n Gacmtcsns MYuut Fia BEA k6 �r Beaches! ."Ma in,Sfrcet i��A Thing a Dci,Sung Dayl`frips Shovel a Sleep' FieE�x ' r SCUNGR in NB! f a .1 t c� Guests:©� a� ,check BE OF`aR2 ffi:+leS. i' • F` "' "�t ��� t;_ • Frec;Hotel;!nf �• Vissitorr§,�tc uide � SURF �FEATIJRED EVENTS *-a i I -- Disctver tf 1 Oa'ce when Cu the pretenti'ou� "true trenq_ t �I, Pacific. Sei`If Calk" auu " bier. Lish`t'i 3 { san�dibetwi ,;, Online M v.SurfCityUSA.com Website Statistics July 1 , 209 to June 30, 2010 Overview (from Google Analytics) Total Unique Visitors 316,396 Visits 3669270 Total Pageviews 11443,992 Average Pageviews 374 Time on Site 000248 Bounce Rate 44 77% New Visits 60 56% Online Marketing www.SurfCityUSA.com Website Statistics July 1 , 2009 t0 June 30, 2010 Overview (from Google Analytics) All traffic sources sent 335,270 visits via 2,213 sources and mediums Visits PagesIVisd Avg Time on Site %New Visits Bounce Rate 386 270 3 74 00 02 48 80 72% 44 77% ° of Site Total Site Avg Site Avg Site Avg E Site Avg 100 00/0 3 74 t0 00 1 00 02 48 t0 00 ) 80 56 A(0 20 0 44 77%(0 00 } Source/Medium Yisits Visas Visits ® google/organic 205 962 53 32% --w i 7 680/ © (direct)/(none) 46 671 12 08/o w s 12 08°/ % ® cl huntington beach ca us/referral 29 680 7 68/o I t 11 240/ o bing!organic 19 072 4 94% Ip yahoo/organic 13 733 3 56% 0 runsurfaty com/referral 6 590 1 71/o 0 aol/organic 6 446 1 67% 53 32 0 google/cpc 5 521 1 43% 0 surfcdy hb org/referral 4 642 1 200/ huntingtonbeachca gov/referral 4 551 1 180/ 1 10 of 2 213 Web MarketingAward "For Outstanding Web Marketing Associations WebAward Achievement in Web Development" aboutkvvebaward guidelines enfiy form judges %vinners spollsols Contact us VAIA news blog media Other winners in our I category were Walt j ® SHORE e a® The awards themselves Disney Parks & allow us the opportunity THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT to show our prospective and ts crystal THIS 2009 WEBAWARD clients the quality of Resorts d work we provide For Outstanding Achievement In Web Development Cruises i d� 1 —Michael Liepitz Hubbard One i Join our award WINNER NAME mathag list Huntington Beach marketing and Visitors E ter m i d h t E ter I Bureau I WINNING ENTRY # ^' Huntington Beach I AWARD WebAward Outstanding Welisite Sponsors I�� ^cR H t V t S t *T��" 'tBurstMedla bocial Media AILBa7Br3�N1Huntington Beach MVB W a it E tendeta?h t E is 7 Y T tl Ph t- >T + , 1 I t 1 t 1 ,9 IF 8 B jml i r dd d tF rR t g[ Be h MVB y m k g pl f th US Op f 5 rf g ch I, t th h d l h f S rf Sk t BMX d no w__ ( II b th f th W rt) fi 5— 20 Pe F rf m hI f If IX pe e publ f91d h r d Ike b h wf I d b d µ I hen era ¢.d� be I ffa fc v ff. tl b PL �, -0C N All 13 1— Sus Ih Yl- y)d+ck the.clmd 1 rat m t— Downtoad the SCVNC R app to your/Phone or Androd and let are,fun beg n n t gt Be I MVB Whether you re a v Wof r a king-ryme res do(Sc VN(sR Is a new way to —u g m ch i3 ; rzg Be h f d—t fi- w k1 i experience Stiff City tdW W n z Out Best of Huntington Beach Trek and Surfin Surf City USA Trek allow 7 you W do ch s aroJrad ti8 eam paints and win ih nc7wPted Surf City h Ii Ik th USA Badge 7 2•'** - - - What s a Treks EI t gt Be h MVB Th ee t m Id h mp d k f Treks are a Senes of challenges that can be accomplished in anv order and 8 th m st n t I f f II t in d d in T over any period of time n places around HB W e ve c eated iwo Treks that C sett p rf h of I f th a d f th Th d allow you to experience Hurring on Beach in an a citing lute active way Once A I Cy t F b F d t P p I t C g I h I II you conripleleenorrochalienges you wnf unlock a special Surf C ty USA Badge ed to f d t h Ip f d f cyst it, Th g l t We will be add rg nPw chalenges and po sibly even Treks as lone goes on so s; m pert m the rd I r you II ahvays have somClirng now to look formtel it)when you fe in"urf City __ h d Jul term � k h P ro h USAI f d Al h How Do f Pia '? Download the lPhone or Andfad app Do challenges around fib a Earn per rts and unlock the SW f,ty USA Badger For rnoiemformation lead otBTnt.srokfis#SO have questions or have deal for new challenges]Emat a a cgyu. �1 If you area kacal bustoess that wants to get Involved In SCVNGR contact N cole lhdoat(714)969 34W Social Media 13 v, i i 4 19 Videos Uploaded 1 7,604 Vide® Views i 1 ,602 Channel Views t,K l i ht b 3 wilt C x rr c nln3 t Ut G rz ^�+ �- -�-�•••-gin un n,rc�uox a Rece t AcTI th k Poi a w 'v ee a neat m r w Loll f Q 4 0.W etCPM M fi vkM a��leo f rN ro "� 7; q MUICa me. 1. nY M Mom '4 AAua Nx ,— — ^. � Va lye M eiYMd dM( ag w d W umM (h bane vm _ _ ^ ttNsUM.n M '+ur m r 6a 3� N +Un tears&s Sups dh9is inj cna I C mme t 3) t t Familiarization ( PR & Trade) 29 Media and Travel Trade FAMs .. t since July 1 2009 with more than , 141 guests, including journalists s Public Relations 4 t California Travel & Tourism (CTTC) New -�-- - York Media Reception i,, 3:R'AYEL - L7f,ESI ai°ERMEhI'LTH�ri�l�k�t'L'lt F,ASHi�:N� �a� �� �„ � a l _ ��� e � ��� �,J� �. • •• i• � K ...I F:L SA'.tT=^. _ er � .e...a. i � l<J' • ' ' • I �„nsaoon•••e...n• ,�lYr 'su..,xmnw .rM.s«n•••n..rw�,.. ;'�• • • S re +n�*wx§..h i.•x .. 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N» t� PN s r � ps � a uGr ;r f x li..y meetingsAOMW -• a r � s s i au � Huntington Beach Visitor Information Centers Pier Plaza Visitor Information Center kiosk Visitor Kiosk Inquiries Total Walk-ups 42,234 Hotel Information 585 Restaurant Information 3,066 Continued Weekday Visitor Center in Bureau offices that Served 286 walk-in guests from July 1 , 2009 thru June 30, 2010 Answered 1 ,302 information phone calls Looking to the Future Steve Bone HBMVB President and CEO Increase in HB Hotel/Motel BID Assessment on Overnight Stays from 1 % to 2% • On Agenda tonight for September 20th Public Hearing • Takes Total TOT plus BID assessments on overnight stays to 12% total - still very much within in our competitive set. HBMVB Committees 1 . Marketing 2. Advocacy 3. Sustainable Tourism 66FL-n LR1 (@61lda H R o l B�,J�� 99 �J HBMVB Marketing Strategy Guiding Principles 1 . Do what the tourism industry cannot do for itself. HBMVB will provide a citywide tourism marketing platform to promote the Huntington Beach - Surf City USAO brand. 2. Leverage California Travel and Tourism Commission (CTTC) cooperative programs and focus on international and new market development. HBMVB will introduce the Huntington Beach brand to far-reaching audiences and establish strategic alliances with trusted in-market brands. HBMVB Marketing Strategy Guiding Principles 3. Evaluate programs' Return On Investment (ROI) and measures on major programs. HBMVB will track and evaluate market penetration and program impact on attracting leisure and group business travelers. 4. Focus on out-of-state and international audiences. HBMVB marketing programs will serve to attract new consumers to turf City USA, while providing industry partners with opportunities to reach new markets that are otherwise cost-prohibitive. HBMVB Key Strategies 1 . Expand marketing and seasonal coverage to drive year-round visitation, particularly off-season and mid-week. 2. Deepen efforts in primary international markets: UK, Germany, Australia, and Canada. 3. Reach new visitors in group meetings, weddings, and filming markets. 4. Develop technology platform to extend Huntington Beach's marketing reach and impact. Additional HB Hotel/Motel BID Assessment on Overnight Visitors will allow: • The addition of a Group Sales team to proactively sell Huntington beach as a destination for meeting and conference groups — particularly mid-week and off-season. This team will consist of a Sales Manager and a Sales Coordinator. • The expansion of our International Marketing efforts to include Australia and Canada as our third and fourth inbound international markets. Additional H13 Hotel/Motel BID Assessment on Overnight Visitors will allow: • Improved ROI Reporting through a new Customer Relationship Management system (CRM) that will enable us to better serve our existing clients, manage sales leads, and improve tracking of the Bureau's marketing efforts according to industry (DMAI — Destination Marketing Association International) reporting standards . Additional HB Hotel/Motel BID Assessment on Overnight Visitors will allover: • Restore the Bureau's Online Marketing Budget, which was slashed this past year due to the downturn in revenue. • Mount an aggressive Social Media Campaign to market Huntington Beach as an overnight destination. • A Quadrupling of our budget for Familiarization Tours to bring more journalists (international and domestic), bloggers travel trade professionals and meeting planners to Huntington Beach. Huntington Beach Marketing and Visitors Bureau www . SurfCitvUSA - com