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35 - NB-1 - Attachment 1 - 5/5/2015
COSTA M ES.� CITY OF THE ARTS" 575 Anton Blvd., Suite 880 Costa Mesa, CA 92626 COSTA MES, ANNUAL REPORT FISCAL YEAR ENDING JUNE 2015 nr _�: tow.rte -ago,� 1-7 ��,_ ►�=ice -. - �l LO I� i - --- -__- _ TABLE OF CONTENTS f President's Message from Costa Mesa - Conference and Visitor Bureau 5 Fiscal Overview 9 BIA 10 The Impact of Tourism 14 Travel News Update/ U.S. Travel News 18 " Trends in Travel 20 Domestic Travel 21 ; International Travel 23 + Partnerships 31 Marketing Overview 35 Marketing Overview: Fiscal Year 2014/2015 36 - New Branding 37 f Travel Costa Mesa.com 39 L.�ly I Social Media 53 Travel Costa Mesa Blog 56 Costa Mesa Email Newsletter 57 i $T10M `''N"°'""" Travel Costa Mesa Calendar 58 � '_ Paid Media 59 Print Campaign 59 - Stay and Get $50 Campaign 60 - Valentine's Day Weekend Getaway Campaign 61 Costa Mesa Restaurant Week 62 TripAdvisor Sponsorship Page & Banner Ads 63 Public Relations 64 International Efforts 65 COSTA MESA CVB ANNUAL REPORT 3 L_ CITY OF THE ARTS'" Surrounded by a richness in culture, shopping and dining, proximity to the Pacific Ocean and near perfect year-round climate, the City of the Arts' is in an advantageous position to attract both domestic and international guests when traveling to Orange County. The Costa Mesa Conference and Visitor Bureau (Bureau) aggressively markets the city as a desirable, overnight leisure destination focusing on the experiences of shopping, the arts and dining. Our branding campaigns extend across the western United States, and to exciting new territories including Vancouver, China, Mexico and the Middle East. We live and work in a state where more than 200 million visitors traveled to in 2013. Over $109.6 billion was spent in travel -related consumer expenses. California had the largest market share of domestic travel among all 50 states with leisure travel outpacing business travel. Over 6.5 million international travelers visited California and spent $12.8 billion. International travel led to growth in passenger loads at California's airports. The lodging industry within the state of California is very strong. Statewide occupancy in 2014 reached 72.8%, +3.1% and the average daily rate (ADR) was $140.16, +7.3% from last year. Orange County experienced an occupancy rate of 76.7% in 2014 and an ADR of $135.57, +6.5% from last year. Participating hotels within the Bureau saw an increase of 1.7% in occupancy and 6.6% in average daily rate in 2014. Everyone in the community benefits from tourism. It's extremely valuable in adding jobs and tax revenues for local services. All segments of this industry including accommodations, food and beverage, shopping, attractions and entertainment greatly benefit from visitor spending. Travel spending in 2013 generated $4.3 billion in state taxes and directly supported 965,800 jobs. Hotel renovations and fantastic new dining options will continue to impress overnight guests visiting Costa Mesa. Product improvements include the Ayres Hotel & Suites' inspiring new lobby and business center. The Marriott guest will experience a refreshed, modern feel upon arrival in the lobby The Westin South Coast Plaza is in the process of a guest room revitalization project due to be completed by May 2015. The Art of Dining is alive in Costa Mesa with exciting new restaurants to experience such as Pueblo, ST Patisserie and SusieCakes at The OC Mix. The famed Din Tai Fung at South Coast Plaza, Boathouse Collective, and classic Southern dishes at Social add to the superb dining diversity of our city. The Bureau is excited to represent another hotel partner, the BLVD Hotel. As the fiscal year comes to a close, we will also be tapping into a new partnership involving Anaheim Resort Transportation. This transportation service will allow guests to visit the Disneylando Resort while staying in Costa Mesa and enjoying shopping, dining and the arts. Tourism doesn't just happen. It is strategic and thoughtful. The results are felt throughout the city and impact every one of us. Travelers need to become engaged in our destination through strategic and tactical branding of the City of theArts-As we realize our successes from this past fiscal year, the Bureau looks forward to building upon that momentum to attract more visitors both domestically and internationally. Paulette Lombardi -Fries President, Costa Mesa Conference and Visitor Bureau COSTA MESA CVB ANNUAL REPORT 5 mini r7wp MM, CITY OF THE ARTS'" Surrounded by a richness in culture, shopping and dining, proximity to the Pacific Ocean and near perfect year-round climate, the City of the Arts' is in an advantageous position to attract both domestic and international guests when traveling to Orange County. The Costa Mesa Conference and Visitor Bureau (Bureau) aggressively markets the city as a desirable, overnight leisure destination focusing on the experiences of shopping, the arts and dining. Our branding campaigns extend across the western United States, and to exciting new territories including Vancouver, China, Mexico and the Middle East. We live and work in a state where more than 200 million visitors traveled to in 2013. Over $109.6 billion was spent in travel -related consumer expenses. California had the largest market share of domestic travel among all 50 states with leisure travel outpacing business travel. Over 6.5 million international travelers visited California and spent $12.8 billion. International travel led to growth in passenger loads at California's airports. The lodging industry within the state of California is very strong. Statewide occupancy in 2014 reached 72.8%, +3.1% and the average daily rate (ADR) was $140.16, +7.3% from last year. Orange County experienced an occupancy rate of 76.7% in 2014 and an ADR of $135.57, +6.5% from last year. Participating hotels within the Bureau saw an increase of 1.7% in occupancy and 6.6% in average daily rate in 2014. Everyone in the community benefits from tourism. It's extremely valuable in adding jobs and tax revenues for local services. All segments of this industry including accommodations, food and beverage, shopping, attractions and entertainment greatly benefit from visitor spending. Travel spending in 2013 generated $4.3 billion in state taxes and directly supported 965,800 jobs. Hotel renovations and fantastic new dining options will continue to impress overnight guests visiting Costa Mesa. Product improvements include the Ayres Hotel & Suites' inspiring new lobby and business center. The Marriott guest will experience a refreshed, modern feel upon arrival in the lobby The Westin South Coast Plaza is in the process of a guest room revitalization project due to be completed by May 2015. The Art of Dining is alive in Costa Mesa with exciting new restaurants to experience such as Pueblo, ST Patisserie and SusieCakes at The OC Mix. The famed Din Tai Fung at South Coast Plaza, Boathouse Collective, and classic Southern dishes at Social add to the superb dining diversity of our city. The Bureau is excited to represent another hotel partner, the BLVD Hotel. As the fiscal year comes to a close, we will also be tapping into a new partnership involving Anaheim Resort Transportation. This transportation service will allow guests to visit the Disneylando Resort while staying in Costa Mesa and enjoying shopping, dining and the arts. Tourism doesn't just happen. It is strategic and thoughtful. The results are felt throughout the city and impact every one of us. Travelers need to become engaged in our destination through strategic and tactical branding of the City of theArts-As we realize our successes from this past fiscal year, the Bureau looks forward to building upon that momentum to attract more visitors both domestically and internationally. Paulette Lombardi -Fries President, Costa Mesa Conference and Visitor Bureau COSTA MESA CVB ANNUAL REPORT 5 w s COSTA MESA CITY OF THE ARTS The Costa Mesa Conference and Visitor Bureau is a nonprofit corporation formed in 1995 to market the city of Costa Mesa as a desirable overnight leisure destination in Orange County. MISSION STATEMENT The Costa Mesa Conference and Visitor Bureau enhances and promotes the destination brand experience, further increasing visitor spending for industry and community economic viability, sustainability and quality of life. VISION STATEMENT The Costa Mesa Conference and Visitor Bureau is the engaged destination marketing leader, supporting and selling the city's distinct visitor brand experiences and advocating community tourism benefits. 0 �I COSTA MESA CVB ANNUAL REPORT 7 �is - •� , .. .r.ST � - •+, ..l: ��. - ..�•'•-i : -. �.x ;�.�' � .•fir .4_ __ _ •. _��. � ,� t -;h '�'•• .�s� } � f �: �! ,�: � '� - -- - ,.fie •� � •1 i + .Y Wi 16 7r • , { 'i � .sem � `L -� - - - � �- � � � � 'r� op li • t .; _ ti • r 0 to: BIA Method and Basis of Levy The proposed method and basis of levying the assessment against his or her business is set forth according to City of Costa Mesa Ordinance 95-9, and is as follows: The BIA assessment will be used to fund the Costa Mesa Conference and Visitor Bureau. The Bureau will Revenue A three percent (3%) levy will be assessed against each of the 11 hotels listed in the annual report, based on the net revenue from the sale of overnight room stays. Business owners shall pay the assessment to the Costa Mesa City Finance Department on a monthly basis. A penalty and interest shall be assessed on late payments. fund marketing efforts to promote tourism in Costa Mesa and will sponsor related tourist events that benefit the hotel and motel businesses within the City. The improvements and marketing to be funded by this assessment are outlined in the annual report. New hotel and motel businesses that are interested in participating in the BIA should contact the City and the Costa Mesa Conference and Visitor Bureau. 10 FISCAL OVERVIEW BIA Participating Bureau Hotels Avenue of the Arts 3350 Avenue of the Arts Rosanna Inc. Rosanna Inc. Wyndham Hotel Costa Mesa, CA 92626 3350 Avenue of the Arts 3350 Avenue of the Arts Costa Mesa, CA 92626 Costa Mesa, CA 92626 Ayres Hotel & Suites 325 Bristol Street Newport Country Inn Newport Country Inn Costa Mesa, CA 92626 & Suites, Inc. & Suites, Inc. 355 Bristol St., Suite A 355 Bristol St., Suite A Costa Mesa, CA 92626 Costa Mesa, CA 92626 Best Western Plus 2642 Newport Blvd. James Hsuen James Hsuen Costa Mesa, CA 92627 & Shang -Pu Lee & Shang -Pu Lee 2642 Newport Blvd. 2642 Newport Blvd. Costa Mesa, CA 92627 Costa Mesa, CA 92627 Hilton 3050 Bristol St. Ashford TRS CM LLC Remington Lodging Costa Mesa, CA 92626 14185 Dallas Parkway & Hospitality LP Suite 1100 14185 Dallas Parkway Dallas, TX 75254 Suite 1100 _ Dallas, TX 75254 Crowne Plaza 3131 Bristol St. Brighton Management 3131 Bristol Property UC, LLC Costa Mesa, CA 92626 1901 Main Street 2711 Centerville Rd. Suite 150 Suite 400 Irvine, CA 92614 Wilmington, DE 19808 Holiday Inn Express 2070 Newport Blvd. Narendra B. Patel Narendra B. Patel & Suites Costa Mesa, CA 92627 2070 Newport Blvd. 2070 Newport Blvd. Costa Mesa, CA 92627 Costa Mesa, CA 92627 Marriott 500 Anton Blvd. Marriott International Host Hotels & Resorts Costa Mesa, CA 92626 10400 Fernwood Rd. 6903 Rockledge Dr. Bethesda, MD 20817 Suite 1500 Bethesda, MD 20817 Ramada Inn & Suites 1680 Superior Ave. B.D. Inns Inc./Ramada Ltd. B.D. Inns Inc./Ramada Ltd. Costa Mesa, CA 92627 1680 Superior Ave. 1680 Superior Ave. Costa Mesa, CA 92627 Costa Mesa, CA 92627 Residence Inn 881 Baker St. Marriott International BRE Select Hotels Corp. by Marriott Costa Mesa, CA 92626 10400 Fernwood Rd. Dallas, TX Bethesda, MD 20817 The Westin South 686 Anton Blvd. Host Hotels & Resorts CJ Segerstrom & Sons Coast Plaza Costa Mesa, CA 92626 6903 Rockledge Dr. c/o South Coast Plaza Suite 1500 686 Anton Blvd. Bethesda, MD 20817 Costa Mesa, CA 92626 BLVD Hotel 2430 Newport Blvd. Hollywood Corner Inc. Shyamal Patel (joined late Feb. 2015) Costa Mesa, CA 92627 2430 Newport Blvd. 16609 Honeybee Dr. Costa Mesa, CA 92627 Tustin, CA 92782 COSTA MESA CVB ANNUAL REPORT 11 Financial Summary Fiscal Year 2014/2015 July $208,817.83 $212,994.19 August $226,997.73 $231,537.68 September $245,329.76 $250,236.36 October $236,973.30 $241,712.77 November $191,618.45 $195,450.82 December $196,799.84 $200,735.84 January $106,092.55 $108,214.40 February $238,441.33 $243,210.16 March* $177,174.87 $180,718.37 April* $170,319.60 $173,725.99 May* $209,313.88 $213,500.16 June* $163,994.58 $167,274.47 Total: $2,371,873.72 $2,419,311.21 *Projected numbers as BIA checks for these months have not been received. Primary Expense Projections Fiscal Year 20152016 Total Marketing Expense $1,632,518.25 Online marketing/ International marketing/ Display ads/Email marketing Familiarization tours/Promotions/Print advertising/Sponsorships Video production/Tradeshows/ Brochures/ Hotel marketing fund Total Employee Expenses $431,928.23 Salaries/ Payroll taxes/ Workers' comp/Employee benefits Payroll services/ Incentives Total Administrative Expenses $171,696.50 City collection/Accounting audit/Mileage/Bank charges Dues & subscriptions/Insurance/Office supplies/Rent/Parking/Postage Telephone/Travel/Meetings & conferences Total Legal Expenses Total Expenses $100,000.00 $2,336,142.98 12 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 13 THE IMPACT OF TOURISM The tourism industry in California is having a record- breaking year and continues to be a strong economic driver for the state. Travel -related spending in 2013 reached a record high of $109.6 billion, vs. $106 billion in 2012. Local and state tax revenue equated to $7.1 billion. Tourism -related jobs in California grew to 965,800 vs. 917,000 in 2012. Orange County's numbers are equally impressive. Preliminary results for 2014 from the Anaheim, Orange County Visitor & Convention Bureau indicate visitors grew to 46.1 million, a 3.9% increase over 2013. Total visitor spending was $10.7 billion in 2014, a 11.2% increase year over year. In 2014, hotel occupancy rates in the state reached 72.8%, its highest point in over ten years. Average daily rate (ADR) was $140.16, a 7.3% improvement compared to last year. Bureau partner hotels achieved an overall occupancy in calendar year 2014 of 80.7%, up 1.7% from 2013. Average daily rate (ADR) was $130.77, a 6.6% increase compared to 2013. Weekend occupancy reached 82.3%, up 2.4% and weekday occupancy reached 80.1%, up 1.5%. AN weekend growth grew 7.8% compared to weekday growth of 6.3%. Tourism benefits are felt right here in the city. The 11 partner hotels at the Bureau employ 1,020 people. Tax revenues directly related to tourism fund necessary local services and provide jobs. Transient occupancy tax (TOT) is the fourth-largest revenue generator for the City of Costa Mesa. According to the City's Adopted Operating and Capital Improvement Budget for Fiscal Year 2014-2015,$77 million in TOT is projected to be collected from the hotels for fiscal year 2013-2014 compared to the $7.3 million in fiscal year 2012-2013. The City is projecting a 5.0% increase in TOT revenue in 2014-2015. Although hotels are in the most advantageous position when tourism flourishes, other segments also reap the benefits. This includes food and beverage, in- state flights and rental cars, shopping, attractions and entertainment segments. California is the number one travel destination in the United States. The Golden State has an abundance of riches, which include the most five-star beaches in the country, more restaurants than any other state, four of the world's top 25 amusement parks, and more of the top cities for theater arts performances than any other state. Actual and Calendar Year -to -Date 2014 & 2015 Orange County 76.7%+2.8% $135.57 + 6.5% *Costa Mesa 80.7%+1.7% $130.77 + 6.6% California 72.8%+3.1% $140.16 + 7.3% L_ 74.9% +.3% Costa Mesa and CA numbers provided by Smith Travel Research, Inc. (STR). *Costa Mesa numbers reflect nine hotels that provide results to STIR. N 14 FISCAL OVERVIEW 4& VISITOR SPENDING BY INDUSTRY SEGMENT (in billions All segments of California's tourism industry benefit substantially from visitor spending in the state. Attractions & Entertainment $15.3 14% $16.2 17% Shopping In -State Travel* $21.4 20% Source: Visit California, fiscal year 2013/2014. *Includes in-state flights and rental cars. Food & Beverage $29.6 31% $19.3 18% Accommodations SPEND HISTORY ACTUAL AND CALENDAR YEAR-TO-DATE (in billions Travel -related visitor spending in California reached a record $109.6 billion in 2013. This is the highest number in both real and inflation dollars since 1992, when data tracking began. $120 1 $100 1 ml a $60 m $40 $20 1 $0 ` 109.6 106.2 101.8 92.4 95.8 98.2 95.1 11h 89.2 � 00 O\ O N M p NO O O O O O O NrN r14 16 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 17 TRAVEL NEWS UPDATE U.S. Travel News The impact of the travel industry is remarkable, and many do not understand that it is a major economic driver that supports millions of jobs in this country. Travel is among the top 10 industries in the United States relating to employment according to the U.S. Travel Association. Almost 15 million jobs are supported by the travel industry in the U.S. Over $2 trillion in spending related to travel generated close to $134 billion in tax revenue for federal, state and local governments. Three out of four domestic trips taken in 2013 were for leisure purposes. Leisure travel by domestic and international travelers equated to over $621 billion in 2013. Visiting family and friends, shopping, dining and beaches were the top five leisure activities for domestic travel. The United States welcomed over 69 million international travelers to the U.S. in 2013, making it the number two most -visited to destination behind France, according to World Tourism Rankings. Thirty-two million were from overseas markets and 37.7 million were from Canada and Mexico. U.S. Travel reports overseas arrivals represent 46% of all international arrivals and yet contribute to 79% of total international travel receipts. Travel is the third-largest overall U.S. export and grew more than three times faster than other exports in 2013. The Los Angeles Times reported that $222 billion was spent in 2014. International guests spent $215 billion in 2013. International guests stay longer when visiting the U.S., with an average of 17 nights and $4,500 in spending. Shopping is ranked as their top leisure activity. Sightseeing, fine dining, visiting national parks, and museums and art galleries round out the top five preferred activities. The UN World Tourism Organization forecasts that 1.7 billion people will be traveling around the world by 2020. International travel grew 59% since 2000 as a result of demographic and economic trends. Ernst & Young estimates that the middle class will grow to 3 billion people within the next 15 years, resulting in spending of $56 trillion by 2030. In 2012, the federal government created the National Travel and Tourism Strategy, aimed at attracting 100 million international visitors to the U.S. by 2021. The U.S. will compete with countries such as Australia, Mexico and Canada, who spend over $100 million on travel promotion, as well as other parts of the world such as Europe and the Asia-Pacific region, who invest over $1 billion to attract visitors. Brand USA, which was created in 2010, is the first-ever destination management organization for the U.S. Their goal is to increase international visitation and grow global travel share to the U.S., creating American jobs. Funding is provided by foreign visitors and the travel industry without any federal taxpayer funds. Revenue is derived from the Electronic System for Travel Authorization (ESTA), an automated system used to determine the eligibility of visitors to travel to the U.S. under the Visa Waiver Program. Brand USAs budget was $125 million in 2014. The hotel industry, according to STIR, Inc. (Smith Travel Research, Inc.) stated that 2014 was a great year for hotels. Average daily rate and revenue per available room (revpar) were the highest ever recorded. Occupancy was 64.4 %, up 3.6% and average daily rate was $115.32, up 4.6%. Expectations for 2015 are even stronger, with predictions of occupancy growing more than 5% and revpar growing 6.4%. New York 2 Florida 3 California 4 Hawaii 5 Nevada Overseas Visitors To Select U.S. States and Territories 2012 - 2013 31.3 9,315 22.1 6,577 20.2 6,012 9.5 2,827 9.3 2.768 (1) Excludes Canada and Mexico. Source: U.S. Department of Commerce, ITA, National Travel and Tourism Office. Release Date: June 2013. 30.6 9,804 22.5 7,209 20.2 6,472 9.9 3,172 9.1 2,915 Top Five High -Growth Markets Through 2017 (forecasted) China 154.7% Saudi Arabia Brazil Argentina Taiwan Source: U.S. Travel Association 2014. 87.4 55.1 42.9 36.4% 18 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 19 Trends in Travel MMGY Global tells us increased consumer confidence in personal finances led travelers to plan more vacations. A national survey revealed 60% of travelers plan on taking a leisure trip within the next six months vs. 56% in 2013. Millennial spending will increase 6%' families traveling with children 5%, and seniors will spend 33% more. More than 60% of leisure travelers said that budget was the most influential factor in determining a travel destination, but that they are willing to pay more for a unique travel experience. Food -inspired travel will grow 30% compared to 2014. A Choice Hotels International travel trend survey for 2015 indicated Americans plan to spend 8% more on leisure travel. According to Travel Facts and Statistics from the U.S. Travel Association, fewer adults are traveling with children. In 2012, 26% of domestic leisure travelers traveled with children under the age of 18 compared to 31% in 2008. However, when talking about multi- generational travel, the intent to travel with extended family is on the rise — 35% of grandparents are inclined to pay for these trips vs. 25% of parents. Among parents and grandparents traveling, 50% of these vacations are multigenerational. Children in this category influence the destination selection by over 60%. So who is traveling for pleasure? According to the U.S. Travel Association, the average leisure traveler is 47.5 years old. Mature travelers make up 36% of leisure travel volume, 18% are 65+ as is 55-64. Nearly two in ten are 45-55 year olds, 17% are 35-44, 20% are 25-34 and 8% are 18-24. In 2015, the Millennial generation will outnumber the baby boomers for the first time based on U.S. Census Bureau statistics. A Millennial is defined by Neil Howe and William Strauss, authors of the 1991 book Generations: The HistoryofAmerica's Future 1584-2069, as individuals born between 1982-2004. Millennials will grow to 75.3 million compared to 74.9 million boomers. Generation X is projected to outnumber the boomers by 2028. Millennial spending is growing fast, up 20% in 2014, well above the average household income and they make up the largest segment of leisure travelers. It is estimated that each American driver stands to save $452 on gasoline in 2015, states Bankrate.com. But, that doesn't mean those traveling by air will see cost savings. Airlines will save billions this year and will likely pay down debt and reward stakeholders. Demand is strong for travel, and airplanes will become more crowded. As cited in U.S. Travel Outlook, international air traffic to and from the U.S. had 197.3 million passengers in 2014, an overall 7% increase from 2013, creating a new record. Domestic Trave The forecast for total and domestic leisure travel in 2015 is an increase of 2.3%, according to the 2015 Tourism Economic Outlook Report. Domestic leisure travel to California will outpace business travel. Six states account for nearly half of non-resident leisure visits and one-third of the non-resident spending: Nevada, Arizona, Utah, Colorado, Oregon and Washington. But, 78% of U.S. leisure visits to the state are from California residents, who account for 60% of spending. San Francisco Bay Area, Los Angeles, San Diego and Orange County make up two-thirds of travel revenue within the state. Visit California research indicates average length of stay visits and spend increase with distance traveled. For example, in-state visits average 2.3 nights, while primary Western states mentioned above spend 3.5 nights. Those within the state spend about $320, while those from the primary Western states spend $411. California still remains the number one travel destination in the U.S. The Bureau continues to market to overnight, leisure, transient business. Our feeder markets include Los Angeles, Phoenix, Las Vegas, San Francisco, Seattle, San Diego, Palm Springs and the Inland Empire. This past fiscal year we have added the markets of Denver, Portland and greater Chicago areas. Markets that directly fly into John Wayne Airport, Orange County and the drive market will continue to be a priority. Our market outreach will continue to include, but is not limited to, social media, email blasts, banner ads, elevator communication, newsletters, and print. Most Popular Places to Visit in the United States 1. California 2. Florida 3. Nevada 4. Texas IN5. New York Source: Business Insider: A Detailed Look at How Americans Travel Within the U.S. 20 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 21 Annual Domestic Leisure Trips to California (annual % change) -mM=MMM TOTAL 6.8% 4.4% 2.3% 2.2% 2.3% California 7.6% 4.4% 23% 2.2% 2.2% Primary Markets 6.6% 3.1% 3.0% 2.8% 3.1% Arizona 6.4% 3.5% 2.4% 2.6% 2.9% Nevada 9.8% 4.7% 2.5% 2.9% 3.1% Oregon 4.6% 3.7% 2.6% 3.4% 3.7% Washington 4.7% 3.3% 2.9% 2.1% 2.6% Utah 5.8% -0.9% 5.0% 2.9% 3.2% Colorado 5.4% 0.9% 4.5% 2.8% 3.5% Opportunity Markets 8.1% 4.0% 2.2% 1.4% 2.5% Texas 9.6% 2.0% 4.0% 1.6% 3.0% New York 7.3% 7.4% 0.4% 0.5% 1.8% Illinois 6.7% 3.5% 1.6% 2.1% 2.3% Rest of U.S. -0.5% 6.6% 1.1% 1.4% 1.5% Source: Tourism Economics. Historical sources: DKSA, TNS Global. Note on volatility of historical data and treatment in forecast: Due to smaller sample sizes and relatively smaller visitor volumes in absolute terms, the historical data of origin markets tend to be more volatile than total visitor volumes. International Travel The world's population now takes more than 1 billion China within the next two years of over 15%. Canada trips a year, thanks to a growing middle class. California is the second largest international market (traveling to welcomed over 15 million international travelers in 2013, California) followed by the United Kingdom. who spent $21.8 billion. The visitation forecast in 2014 is +3.9% and spending is expected to grow 8%, according Over the past fiscal year, the Bureau continued to to Visit California. International visitors are the state's partner with Visit California and Orange County most valuable tourists as they stay the longest and Visitors Association (OCVA) marketing the City of spend the most while visiting. theArts-to China and Mexico. In October of 2014, we visited the Middle East for the first time with OCVA. International visitation (air travel only) shows California Our branding message under the OC and Visit as the number one destination for Chinese visitors, California umbrellas enables us to receive exposure spending more than any other visitor to the state. in markets we would not be able to reach on our own. California's market share from China, as reported by The Bureau also continues to market the City of the Visit California, is over 45%. As more direct flights Arts -to Canada, specifically Vancouver, as we focus become available and disposable income rises, the state our outreach to guests flying into John Wayne Airport, is expected to see the largest growth potential from Orange County. Annual International Leisure Trips to California (Annual % Change) AM���m TOTAL 9.1% 5.5% 4.5% 4.4% 4.3% 5.9% China 34.8% 36.8% 16.7% 18.6% 17.8% 16.0% Canada 6.4% 3.6% 4.0% 4.1% 4.3% 4.2% Mexico 8.5% 3.5% 4.1% 4.7% 5.3% 5.5% Australia -2.2% -0.8% 2.8% 3.9% 4.9% 5.5% United Kingdom -3.0% -1.9% 0.4% 1.7% 2.0% 2.6% India 8.7% 8.1% 8.7% 9.5% 10.0% 11.2% Japan 5.4% 7.0% 4.3% 5.1% 5.8% 6.0% South Korea -0.5% 1.3% 3.8% 4.7% 6.1% 6.8% Germany 3.1% 1.8% 4.1% 4.3% 4.5% 4.3% France 17.0% -14.1% 0.3% 1.3% 2.0% 2.4% Scandinavia 4.5% 2.2% 0.9% 1.4% 1.8% 2.3% South America 19.9% 17.7% 8.1% 9.4% 11.1% 12.4% Rest of the World -4.9% 2.5% 4.3% 4.6% 5.6% 6.3% 22 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 23 CALIFORNIA AIRPORT TRAFFIC FY 2013/2014 -2 0 2 4 6 Percentage Source: Visit California, fiscal year 20132014. 8 10 International Domestic J% -.'l 1 v v v-11 1 -4- A r n rv-%n-r ORANGE COUNTY John Wayne Airport, Orange County Jan - Dec 2014 D.Year-to-Date Total Passengers 9,386,033 1.7% Enplaned passengers 4,681,292 1.8% Deplaned passengers 4,704,741 1.6% Total Passengers 276,733 -26.7% Enplaned passengers 139,285 -26.7% Deplaned passengers 137,448 -26.8% Source: John Wayne Airport, Orange County. Interjet discontinued service in July 2014 from Mexico City and Guadalajara. Average Length of Stay (ALOS) and Spend Grow With Distance Traveled Source: U.S. Department of Commerce; Stats Canada; CIC Research, Inc.; TNS TravelsAmerica. 24 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 25 Overseas 12.2 $1,940 Canada 9.9 $1,396 Mexico Overnight 7.4 $950 U.S. Long Haul 4.9 $860 Primary Western States 3.5 $411 In -State 2.3 $320 Source: U.S. Department of Commerce; Stats Canada; CIC Research, Inc.; TNS TravelsAmerica. 24 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 25 China "More and more ordinary Chinese are putting tourism expenses on their list of priorities," states Ge Lei, a marketing manager in China CYTS Tours Holding Company. Skift reports that Chinese tourists spent nearly $165 billion overseas last year, a 28% increase over 2013. In 2014, President Obama announced Chinese citizens traveling to and from the U.S. on short-term business and tourist travel will have an option to obtain 10 -year visas. With this new policy, it will make it easier for Visitors to California Visitor Spending Market Share Length of Stay (Nights) Visitation 2014 Forecast (% change vs. 2013) Visitation 2018 Forecast (% change vs. 2013) tourists in the fastest-growing outbound tourism market to visit the U.S. It is also expected to drive a number of repeat visitors to the U.S., increasing the Flexible Independent Travel (FIT) segment. California is the number one U.S. destination for the Chinese visitor. When they visit, they spend three times the amount of visitors from the United Kingdom and Japan, which are the number two and three overseas markets for California. Top spending categories include accommodations, entertainment, food and beverage and shopping, according to the U.S. Department of Commerce CIC Research, Inc. Hall & Partners reported in 2012 that the top California features are Disneyland° Resort, Hollywood and Universal Studios. During the Visit California Outlook conference in February, it was stated that the Chinese are fond of the Golden State and like to associate themselves with California. An interesting example of this is that there are 270 registered company names in China with the word California, or California- related city names, in them. Source: Office of Travel and Tourism Industries, CIC Research, Tourism Economics. 819,000 22.0% $2 billion 17.4% 45.3% -0.4% 1,022,000 25.0% 1,820,000 122.0% Weekly, a total of 77 nonstop service flights came into California in 2014, which is a 6.9% increase from the prior year. United, Air China, Delta, Hainan, Capital, China Eastern and China Southern Airlines will increase or launch new nonstop service to California in 2015. Travelers 24 to 40 years of age are choosing long-haul destinations, and the booking window for travel is close to their departure date. Visit California shares that 28% are most likely to book their trip within two weeks, 25% will book three to four weeks before departure and 23% book one to two months out. The most sought-after activities for the Chinese visiting the U.S. are shopping (85%), sightseeing (78%), fine dining (48%), natural parks (37%) and amusement parks (34%). In May 2014, our city welcomed a group of Chinese tourists from the Perfect Group visiting the state. Select partner hotels of the Bureau produced 780 room nights from this group. The Bureau visited China for the second time in October with the Orange County Visitors Association. Over 100 sales calls were made with executives from travel service companies in Shanghai and Beijing. Continued education about Orange County as a Southern California "must -see" destination with an emphasis on Costa Mesa was and continues to be the goal. Familiarization (FAM) trips will also be a priority for the Bureau for the industry partners we met in China. However, since the demand in travel to California is substantially growing, airlines have fewer seats to offer for FAM trips. Last fiscal year, the Bureau translated 100 pages of content into Simplified Chinese. This fiscal year, the URL of travelcostamesa.cn was purchased in China and we created our first email newsletter dedicated to inspiring travelers to visit our city for the Chinese New Year. Our goal is to continue to educate this market about our destination, and work with online agents in China to book room nights for our partner hotels by promoting The Art of Fashion, the Stage and Dining. The Bureau with OCVA in China, October 2014. 26 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 27 Canada Early statistics show that airport arrivals for 2014 to the Golden State from Canada are up 8.7% compared to 2013. Proximity and strong airlift specifically to John Wayne Airport, Orange County (SNA) will continue to be helpful in drawing Canadians to the City of the Arts'. According to Visit California, approximately 5 million Canadians cross the border on land and fly from a U.S. airport to their desired destination, as high taxes are driving airline fares up. Some predict airline carriers will need to decrease fares to capture fill capacities. Weekly, there are approximately 378 inbound flights to California, 180 of which fly to Los Angeles International Airport and 7 into John Wayne Airport, Orange County. Travel trends in Canada include a 9% increase in Millennial travel. There are approximately five million travelers that make up this segment now. Spanish is the most -spoken and fastest-growing foreign language. Visitors to California Visitor Spending Market Share Length of Stay (Nights) Visitation 2014 Forecast (% change vs. 2013) Visitation 2018 Forecast (% change vs. 2013) Personalization and more unique travel opportunities are sought after. The Art of Dining is of interest specifically as it relates to participating in cooking classes and celebrity chef tours. Value offerings are also highly sought after, as is an active lifestyle. According to Hall & Partners 2012 Report, places of interest include Los Angeles as their number one choice, with 50% of the polling stating they would like to learn more about Orange County. Communicating with our Canadian friends is easy, as no language barrier exists and social media outlets are similar to what we are accustomed to in the U.S. In February 2014, the Bureau launched our first sweepstakes targeted to Canadian residents in Vancouver. John Wayne Airport, Orange County and South Coast Plaza partnered with us to entice Canadians to visit Costa Mesa. The prize included hotel accommodations, two round-trip tickets to SNA, a shopping spree to South Coast Plaza, meals and a personal fashion stylist. The campaign was well received and generated over 2,300 entries with 1.2 million impressions. We are running a similar program this year and are including Calgary residents. We will continue our outreach with various online tactical offers, social media and display ad network marketing throughout the year to increase awareness, specifically to those interested in a Southern California experience. Source: Office of Travel and Tourism Industries, CIC Research, Tourism Economics. 1,567,000 1.6% $2.187 billion 3.0% 6.7% -1.5 5 1,636,000 4.4% 1,987,000 27.0 Mexico Interest in traveling to California continues to grow for our bordering neighbors to the south. Mexico is a top five international market for California, and air travel continues to increase. Visitors arriving by air spent over 7 nights in California, and due to proximity, we have a distinct advantage in capturing more travelers. Top spending categories include accommodations, shopping and food and beverage. Hall & Partners reported in 2012 that top California attractions are Disneylando Resort and San Francisco (tied for number one), Hollywood and Los Angeles. Arrivals into SNA from Mexico City and Guadalajara give us the opportunity to work with this segment closer and get involved in FAM trips through Visit California and OCVA. Visit California shares that over 50% of those traveling by air book their reservations directly through the airlines, Visitors to California Visitor Spending Market Share Length of Stay (Nights) Visitation 2014 Forecast (% change vs. 2013) Visitation 2018 Forecast (% change vs. 2013) and over 43% book on their personal computer through an online travel agent. On average, there are 436 flights to California with the majority flying to Los Angeles International Airport. Air arrivals from Mexico into California grew almost 5% in 2014. Travel trends reveal more long -weekend travel as the middle class grows, as well as a growing luxury travel market as income for high-end travelers continues to grow. The number one category for e-commerce in Mexico is travel. As seen with growing trends in the U.S., more people are researching and purchasing on their mobile phones. Outdoor travel and adventure are also growing interests of this market. In November, we welcomed our first FAM trip with Julia Tours. This company offers upscale travel packages. The Bureau worked with Visit California and OCVA in representing our city as a premier Southern California destination. Tours of our hotels, Segerstrom Center for the Arts and South Coast Plaza were conducted during their visit. As a result, one of our hotel partners is now in their luxury hotel packages. The Bureau also participated in an OCVA media event in Mexico City last June with 40 attendees representing various media, tour and travel agents, and online bloggers. The Bureau's website has been translated into Spanish, and we are beginning to expand our reach on OCVAs website and social media outlets such as Facebook. 7,477,000 3.4% 515,000 (by air) 2.2% (by air) $2.966 billion 7.6% $512 million (by air) 3.0% (by air) 52.1% 2.4% 7.4 7,577,000 1.3% 9,404,000 26.0% Source: Office of Travel and Tourism Industries, CIC Research, Tourism Economics. 28 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 29 Middle Eastnr PARTNERSHIPS C a I i f o r n i a According to U.S. International Trade Administration in 2014, the U.S. welcomed 1.2 million guests from the Middle East (United Arab Emirates, Saudi Arabia, Bahrain, Cyprus, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Syria, Turkey and Yemen), up almost 16% compared to 2013. The majority of travelers book directly with airlines and online travel agents but many, 31%, use a travel agency office. Personal recommendations are also highly considered. Vacation and holidays rank as the main purpose of their trips and a close second is visiting friends and relatives. The number one activity they engage upon while visiting the U.S. is shopping. Sightseeing and fine dining experiences round out the top three activities. Their trip is planned about 35 days in advance and their average length of stay is over 24 days. Both females and males equally make up the visitor profile. Travel trends for the Middle East include customized travel and holiday packages. The U.S., Spain, Germany and Turkey were ranked as the hottest destinations Visitors to California Visitor Spending Market Share Length of Stay (Nights) for travel, as Destinia.com shared in a January 2015 online article. Kumud Sengupta, founder and director of Dubai -based Market Vision Research and Consulting, which specializes in the travel sector, states that by 2030 there will be 81 million outbound travelers — representing about double what it is today. She also acknowledges the spend of the Middle Eastern traveler is high, and they like to travel in large groups. YouTube is the most popular video platform in the Middle East and 52% of the United Arab Emirates population watches television on their smartphone. California welcomed approximately 225,000 Middle Eastern visitors in 2013, and they spent $561 million collectively (business and leisure), as reported by Visit California. Their average length of stay was 18 nights. Per visitor, they spend $2,491 compared to all overseas visitors spending just under $2,000. California's market share was 21.3% in 2013. Port -of -entry passenger arrivals were similar in 2012 and 2013. In 2013, however, ports -of -entry peaked in June and August. Similar to all Middle Eastern guests traveling to the U.S., the main purpose of their trip is to take a vacation/holiday and visit friends and family. Thirty-six percent book their trip 8 to 30 days prior and 25% book 31 to 60 days prior. Shopping is ranked number one for leisure travelers as their most desired activity at 95%, and sightseeing is ranked second at 81%. The leisure traveler visiting California spends $4,427 compared to $3,577 from all overseas visitors. Source: U.S. Department of Commerce, National Travel and Tourism Office. 225,000 13.5 $561 million 105.5% 21.3% -0.1 18.3 14.9 The Bureau continues to work closely with the Orange County Visitors Association. OCVA is a destination leadership organization that represents Orange County as one of the world's premier travel destinations by providing brand marketing, information dissemination, collective industry advocacy and educational opportunities. The OCVA, which was established over 20 years ago, is the voice of the visitor industry and is the only organization that promotes the entire county. The Bureau sits on the board of directors and continues to co-chair the marketing committee. Aligning our organization with OCVA has become very valuable. OCVA offers destination management organizations and related travel industries a strong voice in highlighting the county as a premier overnight destination both internationally and domestically. Over the past two years, the Bureau has worked closely with OCVA to develop a presence in international destinations such as China, Mexico and the Middle East. In our second year of participation, the Bureau continues to work with the China Initiative program along with neighboring cities and organizations to attract and educate the Chinese about Orange County and the specific attributes of Costa Mesa. We continue to benefit from this program as awareness of our city grows. Within the last two years we have hosted six familiarization trips (FAM), included our partner hotels in hotel packages, and participated in four media conferences in Beijing and Shanghai. Our destination is highlighted in OC marketing materials and on the website OCVA created specifically for this market. Our last sales mission trip in October generated over 100 sales calls with top level executives from the travel industry. We continue to support two full-time sales managers stationed in Beijing and Shanghai, and look to possibly add more in the next year as participation of this initiative is growing substantially. Anaheim welcomed a tour group of 7,000 people in May 2014, the single largest group to visit the state. Our partner hotels generated 780 room nights from this visit. OCVA played an intricate part in securing this business, as Las Vegas was a top contender. Our branding message can often be found on WeChat, a mobile text and voice messaging communication service with 468 million active users, as well as the OCVA website in China. Last year, the Bureau also joined the Mexico and Middle East Initiatives. In both markets, we have sales managers dedicated to selling Orange County and specifically our destination. In both locations, our sales team is focused on training and educating the travel and tour companies, as well as creating a social media presence. The primary focus in Mexico are those who use air travel. In June, the Bureau participated in a media event in which 40 attendees learned about the various attributes our city has to offer. Following suit, we hosted a FAM trip with a luxury tour and travel group, Julia Tours, which allowed a new partnership of one of our hotels to be included in their packaged destinations. In addition to marketing collateral, we are also represented on Facebook where our sales team translates our messaging. OCVA is the first U.S. travel office to open in the Middle East. Visit California and Discover Los Angeles will be traveling to the Middle East to assess this market as a potential new source of visitors. In 2014, the Bureau became Middle East partners with OCVA, as we recognize our county to be a highly desired destination. The countries included in this initiative are United Arab Emirates, Kingdom of Saudi Arabia, Qatar, Bahrain and Oman. Our first sales mission trip to Dubai was in October, where we met with the U.S. consul general, ambassador, and commercial attache and regional senior commercial officer for the Gulf to discuss our desire and ask for their support. Interviews with local press and sales calls with Etihad and Emirates and travel and tour groups were also conducted. Media kits were eagerly accepted, and our sales team in Dubai is also working on exposing our message on social media outlets like Facebook, Twitter and Instagram. An OC and ME Hotel Package promotion was launched in the first quarter of 2015, in which several of our partner hotels offered preferred rates. OCVA was also a sponsor of "The Voice" and received several 60 -second promotional spots and online recognition promoting an Orange County vacation giveaway. 30 FISCAL OVERVIEW COSTA MESA CVB ANNUAL REPORT 31 IPWi BY . NLIMB�RS MORE THAN 95,000 BUSINESS APPOINTMENTS OC Marathon "` THErA May 2014 was the OC Marathons 10th anniversary. Over 22,000 runners participated in the full, half and 5k races. Since 2010, the number of participants " grew 60%. About 20% of participants are from outside the state representing O at grew Texas, Arizona, Nevada, and New York. The Bureau has been a sponsor of the race for the past three years and offers shuttle service to and from the race for guests staying overnight in our partner hotels. In 2014, 624 trackable room nights were booked, which is a 13% increase compared to last year. 32 FISCAL OVERVIEW The Bureau participated in IPW 2014, which was held in Chicago. The United MORE THAN 6,200 DELEGATES States Travel Association is the creator of the event, which is the travel industry's ark aria 6119 ui ua J'J w w W w premier international marketplace and the largest generator of travel to the U.S. ■l•ITA •;•s 200+%%AbTfi Travel suppliers and buyers from over 70 countries attended. The Westin South'" .. . ��_' Coast Plaza, Hilton and Avenue of the Arts Wyndham Hotel joined the Bureau FROM OVER in representing the City of the Arts-. A media table was shared with South Ar Z Coast Plaza on the first day, in which 500 international and domestic media ,70+ COUNTRIES representatives gathered. The Bureau welcomed appointment calls from visitors representing China, Mexico and Canada. As a result of this tradeshow, our hotels booked $146,490 in revenue. 50�+ MORE THAN 95,000 BUSINESS APPOINTMENTS OC Marathon "` THErA May 2014 was the OC Marathons 10th anniversary. Over 22,000 runners participated in the full, half and 5k races. Since 2010, the number of participants " grew 60%. About 20% of participants are from outside the state representing O at grew Texas, Arizona, Nevada, and New York. The Bureau has been a sponsor of the race for the past three years and offers shuttle service to and from the race for guests staying overnight in our partner hotels. In 2014, 624 trackable room nights were booked, which is a 13% increase compared to last year. 32 FISCAL OVERVIEW LAM MESA TACO ASYLUM f ` OLD VINE CAFE - i . x 4=- VITALY _ _ UMAMI BURGER BORCKJGH /f 5 NA7TVr= FCIDDS � t i - I � ■ IA/INE LAB .' it a MARKETING OVERVIEW Fiscal Year 2014/2015 The Costa Mesa Conference and Visitor Bureau continues to implement a strategic marketing plan that focuses on branding and tactical elements with the ultimate goal of increasing overnight leisure travelers. The Bureau maintains consistent brand messaging using The Art of Fashion, The Art of the Stage, and The Art of Dining. A new, elevated branding campaign, redesigned website and optimized mobile plan have been created. The Art of Fashion The Bureau continues to focus its messaging around the segments of "STAY", "SHOP", "EAT", and "PLAY" The Bureau continues to work with Myriad Marketing to utilize the paid, earned, search and owned (PESO) model of integrating initiatives in order to reach our target audience. This allows us to reach potential travelers through multiple channels and touch points with the same consistent messaging. The Art of The Stage BRANDING vs. TACTICAL Tactical • Print Media • Online • eBlasts/e Newsletters • Radio • Public Relations • Social Media • Search Engine Marketing (SEM) • Campaigns: - Stay & Get $50 Fall & Spring - Valentine's Day Weekend Getaway - Canada Sweepstakes Cooperative - Costa Mesa Restaurant Week M The Art of Dining Branding • Online • Print • Public Relations • Social Media • Search Engine Optimization (SEO) NEW BRANDING In 2014/2015, the Bureau worked with Myriad Marketing and developed a new brand for the City of the Arts.' A refreshed concept was developed with our consistent brand message through The Art of Fashion, The Art of the Stage, and The Art of Dining. The new concept elevates Costa Mesa and communicates its brand essence through creative imagery that �� e•�e--...rkr��•�.-C�w in irni.-a4�e.�µ'nw5on. COSTA MESAS w TRAVE LCOSTAM ESA.COM w...x,...... shows off Costa Mesa landmarks, its bright colors, elegance, beautiful weather and fashion -forward style. New taglines include "Where Your Style Reaches New Heights" and "Where Your Style Spreads Its Wings" New branding was incorporated throughout all advertising channels such as online, print, email marketing, social media and press releases. V COSTA MESA .. IOUR STYLE SPREADS -- .. COSTA MESA, -.• wTRAVR4CO5TAME5A.CDM�Gn:so w.w .__—. -• � �•� �- . 36 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 37 T"_1 T RAVE LCOSTAM ESA.CO M Website Refresh The Bureau redesigned TravelCostaMesa.com this fiscal year to provide a more modern look and feel to the site. The site has been updated with a wider visual layout design packed with larger imagery, new fonts, and brighter colors to grab and hold the visitor's attention. The content was reorganized and optimized for simpler navigation and faster loading time to enhance the user's browsing and reading experience. Both desktop and mobile sites now prominently feature the main categories of "STAY", "SHOP", "EAT", and "PLAY," resulting in more direct access to hotel content. DESKTOP �;,,,.� STAY SWOP EAT PLAY Unique Southern California Getaway STAY AND SAVE kww� EZ,= � WELCOME TO COSTA MESA �. sd. c,.: o.,,.EN••....,.++�sr Carte PAee Twin -o.-,•cam-ae.lw.. inww.vrM.yG- uw wnti4tlwAe' a FoEwC Nw @mom NEWSANDLPDATES LOCALDEALS merry - a The TravelCostaMesa.com mobile site represents 47% of the total traffic, driving the need for a mobile -friendly redesign. The mobile version has been optimized for a better browsing experience on mobile devices, and for improved accessibility across multiple platforms. Mobile users may have different needs when accessing information on their mobile devices, and expect to get to the information more quickly and easily. MOBILE ] Events 3 About Us ) News ] Calendar f Gallery ] Deals MonH" ,5Q 1112 F L52 NEIM "- � rixtl ti[sl —_— � r" I�_ _. Enter your email �ili5 Vl�x fJ NIE COSTA MESA CVB ANNUAL REPORT 39 Website Refresh — Desktop Homepage The redesign of the TravelCostaMesa.com website features a hotel deals banner ad front and center, above the fold, to highlight partner hotel offerings. The redesign has a clean layout without overloading the user with information, making it clear and easy for visitors to browse. The site was purposely designed to serve the content to visitors in a direct way, without overwhelming DESKTOP BEFORE .OSTA MMw� COSTA MESA �I egerstrom n N.,... r,r.d upJ.1., _enEerfw the Arts s them — and with the intent to raise interest in the city's many offerings to increase overnight hotel bookings. With a refreshed and modern feel to the website, an increase in user interaction and site engagement was achieved. Users are staying longer on our site than the prior fiscal year and the bounce rate is decreasing. 111MMOM2191nl Unique S: I :ern California Getaway Ea•wn.wtldrw+M.pq STAYAND SAVE MWNM" WELCOME TO COSTA MESA w r.,....ws.... nn. r.-. R«... .--., wr rdrt.e.x.. ■n�,x NEWSANO LIPOATES LOCAL DEALS 4 -w- Website Refresh — Desktop STAY Page DESKTOP BEFORE r�uu CV�vA. rm STAY �C O�SSA MESA HOT ELS ... Newp..l M.r. �v Aw.w d H•. A.y d — Wyndh.m l.Id ® v R..d.... I.. 6y M.rNr ® P gpera. � n.w c.w woo O..•�. [ ..�y Cwb Mn. M—W�, j) x�lun _ M.-Uwiw Cw�ylt M.r. r•rEwrar�H rM w.a�� S..r6 C..rr n... ® P wpm 5 sir W,••r P R". Cwt.M"MRAM A,• na.l..d Sw.• ® v jaw Cwb Mn. M—W�, j) x�lun _ M.-Uwiw Cw�ylt M.r. ® P ® P wpm 5 sir W,••r (A ADX R". Cwt.M"MRAM X .'P=0121[611 STAY SHOP EAT PLAY F Emir - COSTA MESA HOTELS kHb nwrbdw• f+.. W swd.wnd4q YwlerNMyer T,. g1•SuMnCTM.�.d .Ru ROFf.w,rt,�.�:nywLwnxrn . CAKIM- -10- 40 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 41 Website Refresh — Mobile Homepage The increased use of mobile and tablet devices have surpassed desktop use. With smartphones and tablet devices overtaking daily use, the trend is now shifting to the web being more mobile conscious. Great lengths are being taken to optimize images for faster load times, and text was modified to enhance further search engine visibility. A clean and user-friendly mobile site will help keep our audience engaged for longer periods of time, MOBILE BEFORE COSTA M ESQ CITY OF THE ARTS"' STAY 1 FOLLOW US M 0' View Full Site Copyright © 2012 Costa Mesa Conference and Visitor Bureau All Rights Reserved. reducing the bounce rate. Faster page speed and load times provide a positive user experience. The Bureau has proactively planned and executed the mobile site prior to predicted mobile growth to capture this trend. The Bureau will continue to focus on increasing the mobile site usability and user experience by keeping abreast of market trends, in an effort to be proactive with this dominant way of accessing online information. MOBILE NOW ® CESTA MESAS 0 An lneernasie: Shopping Dei. ■ Laienoar ■ uanery ■ LAMM Mo ^/ Q d 6a Mon 56 F L52 CY1'rt r � JWT - �-- MSEiM _ CcztaMcst .—_ —. - - Sign up for our Newsletter Enter yaerr emailSubmit 02m5 V4_AA.rt„ Website Refresh — Mobile STAY Page MOBILE BEFORE COSTA MESH CITY OF THE ARTS" STAY SHOP EAT t PLAY t r �—y COSTA MESA HOTELS ® Best Western Plus Newport Mesa PWS This hotel caters to business travelers and is located just blocks from the Newport Beach and Irvine corporate communities. Each well- appointed room is ready to ensure a comfortable and memorable stay. Crowne Plaza Costa a�enowrePLAZA Mesa Orange County This upscale boutique hotel embodies the style, 06 personality and luxury of ., Southern California with one- of•a•kind allure. Enjoy sophisticated ambiarce and thoughtful amenities for both business and pleasure. Avenue of the Arts (-, Wyndham Hotel Unparalleled comfort and a scenic lakeside setting are found in this newly rerovated hotel. Guests enjoy classic touches in the rooms and an award -wincing meru at Silver Trumpet Restaurant. ►I 160131112KO I 13 COSTA MESA, 0.. ICosta Mesa Hotels Hem. a Buy Sign up for our Newsletter Submal Enter your small own V -1.1- 42 —I.1.1• 42 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 43 Website Audience Overview Traffic on Travel Costa Mesa.com continues to grow as a result of strategic paid marketing, social media, search engine optimization (SEO), and public relations. The Bureau continues to focus on researching top keywords and applying them to well-written, interesting and relevant content, which contributed to an increase in organic (non-paid/natural) search traffic. In 2013/2014, the Bureau geotargeted the majority of its marketing towards California, Arizona, and select campaigns in Seattle, Portland, Nevada and Canada. In 2014/2015, the Bureau expanded its geographical targeting to reach the markets of Dallas, Chicago, Pageviews Pages Session Duration Bounce Rate* Houston, and Denver based on frequent travel to John Wayne Airport, Orange County. The marketing outreach showed positive results in website traffic. A 4% increase in pageviews from 577,668 to 599,879 was achieved even though the website was "under construction" for the redesign. Users are viewing an average of 3.35 pages per visit compared to 2.99 pages last fiscal year. The average time spent on the site has increased year -over -year as well, resulting in a 9% lift. A significant decrease in bounce rate* has occurred because of improved website content and simplified layout design. 577,668 599,579 3.79% 2.99 1091 49.2 3.35 11RIN 32.34% 12.01 E TIT -34.26% *Bounce Rate is the percentage of single -page sessions (i.e., sessions in which the person left your site from the entrance page without interacting with the page). WEBSITE AUDIENCE OVERVIEW Jul 2013 - Feb 2014 New Visitor 14 Returning Visitor lk Source: Google Analytics Jul 2014 - Feb 2015 New Visitor Returning Visitor 44 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 45 Website Access by Device The mobile experience is increasingly important, and Travel CostaMesa.com is fully optimized for mobile use. The 2014/2015 plan integrated mobile marketing into campaigns throughout the year with display ad networks, online travel agencies and email marketing. Mobile devices represent 47% of all sessions on Travel CostaMesa.com, now outperforming desktop at 41%. Tablet usage continues to grow as well, representing a 8% year -over -year increase —11% of the market share. The mobile landscape continues to rapidly evolve, with more generations of smart devices available and higher Desktop Mobile Tablet consumer demands to always be connected. Mobile continues to be a an increasingly important factor in how people interact online and how they are searching for content. Desktop remains important as people spend more time (01:54 average session duration) and view more pages per session (3.98) on this device versus mobile (00:47; 2.83) or tablet (01:26; 3.25). Overall, mobile traffic including tablets outperformed desktop traffic for the second consecutive year. We redesigned our mobile site to account for this constantly growing segment. 92,183 74,057 -19.66% 3-M 84,237 20,449 2.98 8.14% WEBSITE ACCESS BY DEVICE � IR Source: Google Analytics Jul 2013 - Feb 2014 Mobile "% Tablet "0% Desktop "$% Jul 2014 - Feb 2015 Mobile 17% Tablet 11 Desktop 42 46 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 47 Web Traffic -Organic Organic search represents the largest amount of traffic to Travel Costa Mesa.com (42%), and continues to increase as the Bureau improves search engine optimization and branding strategies across offline channels such as print and radio. Google continues to be the dominant search engine for users, with 79% of the market share. However, traffic continues to improve from Yahoo (14%) and Bing (6%) searches year over year. As viewers are constantly connected via the Internet, the content provided on the site must provide an excellent user experience, with engaging content to encourage users to share their experience via social media and upload their comments and images to their Google Yahoo :. social media networks. The Bureau continues to focus on well-developed content to optimize keywords throughout the site not only to increase search rankings, but also to ignite more interest to the destination through its focused topics and marketing iniatitives for Travel CostaMesa.com. The Costa Mesa Conference and Visitor Bureau utilizes search engine marketing (SEM) across the Google, Bing and Yahoo ad network platforms. SEM is an important form of Internet marketing that promotes Travel CostaMesa.com by increasing its visibility across Google, Bing and Yahoo search engines. Users tend to only pay attention to the first page of search engine results; therefore, Search Engine Optimization is a very powerful tool to attract targeted viewers. 57,993 58,313 .55% 7,589 4,037 4,730 38.46 17.17% WEBSITE ACCESS BY DEVICE Jul 2013 - Feb 2014 Google $3i` Bing VP Yahoo " Source: Google Analytics %L Jul 2014 - Feb 2015 Google Yahoo 48 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 49 Web Traffic - Audience Demographics Geographically, the majority of the traffic to Illinois, due to direct flights to John Wayne Airport, Travel Costa Mesa.com comes from the United States, Orange County of overall users. Also, as stated by a representing 92% of the total traffic. Within the United 2015 report from Tourism Economics, Texas and Illinois States, California represents 69% of the total market are potential opportunity markets for growth in leisure share, with the top city being Los Angeles. travel within California. Sessions in Texas expanded 94% and in Illinois 231%, showing great interest in Costa This year the Bureau expanded marketing Mesa from these new markets. geographically to reach Dallas, Texas, and Chicago, Texas Illinois 3,045 5,896 93.63% 1,488 4,931 231.38% Travel Costa Mesa's target audience by gender is almost an even split between females representing 53%, compared to males at 47%, with interests in the area of travel, shopping/fashion, dining/food and entertainment. The site's primary users are between the ages of 35-54 and represent 38%. Visitors 34 years of age and under represent 17% of overall users. The age group category of 35-44 represents over 21%, the highest segment of the demographic age group with disposable income and the time and means to travel. WEB TRAFFIC -AUDIENCE DEMOGRAPHICS Gender Age Group Source: Google Analytics 2r 2( QJ 1� rn ro C C v V Ui W Male Female 18-24 26-34 34-44 45-54 55-64 65+ Age 50 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 51 Website Traffic — Page Rankings Mobile homepage continues to show its prominence as the most viewed page. The top two pages viewed that had phenomenal growth were the hotel deals pages, with a 1,430% increase for hotel deals viewed on the TravelCostaMesa.com desktop site and a 2,045% increase on the mobile site year over year. The increase was due to featuring hotel deals more prominently on the redesigned website, with heavy focus on the hotel elements incorporated on all tactical campaigns throughout the year. Tactical campaigns Hotel Deals Mobile Hotel Deals Mobile Homepage Costa Mesa Restaurant Week Homepage Hotel Deals Mobile Hotel Deals EAT PLAY SHOP Mobile PLAY Desktop Calendar Source: Google Analytics such as the "Stay and Get $50" fall campaign and "Valentine's Day Weekend Getaway" promoted during the year contributed to the positive results shown below. While mobile traffic continues its growth, Costa Mesa Restaurant Week and the "Stay & Get $50" campaign have grown more each year from previous years due to visitor awareness. The history established on these pages continues to help identify Travel Costa Mesa as an authority site in Google's search and rankings. 29,250 1,429.81 19,845 2,045.41 SOCIAL MEDIA Social media plays an increasing visible role in the digital marketing landscape and has increased in importance every year, starting with the rise of giant platforms such as Facebook and Twitter, and developing in recent years with more visual platforms such as Instagram. The trend of social media growth will continue as it becomes commonplace for users to become a fan of a brand or business directly through a website. Social media content, engagement and marketing builds likes and followers within online communities, drives traffic to Travel Costa Mesa.com and ultimately compels additional hotel bookings. As viewers are constantly connected via Internet, the content on our site must provide an excellent user experience that is fun and interesting, driving them to share our content within their social networks. The Bureau continues to create rich content and develop more social media posts in order to gain trust as a "go -to' source for information and opportunities. As a result, the number of followers and interactions (likes, comments and shares) continues to grow across each of Costa Mesa's social platforms. Our focus and concentration is on Facebook, Twitter and Instagram. Social media drives brand awareness, tactical engagement with specials, events and activities. Social media also helps build a community of travelers, potential travelers and locals to share their Costa Mesa and Orange County experiences. Jul'14 - Feb'15 In 70,074 61,949 44,976 29,250 Facebook 3,063 4,029 31.54% 19,845 Twitter 8,564 10,400 21.44% 15,045 Instagram 613 870 41.92 10,541 9,505 9,097 8,276 52 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 53 Facebook P -r— Travel Costa Mesa 14 Uke Page Sncrse.•ed • �� New Deals Have Just Been Revealed! SoCal's Best Hotels, Dining & Entertainment Await! VISIT COSTA MESA, CA Costa Mesa sets the stage for the ultimate Southam California reveal. Award- winning entertainment world-class fashion• exquisite dining and exceptional hotels awail. Plan your trip today! f WWW i AAV ELCO$7dME5R. CpM Learn MGM Like Comment • Share 1664 jP 1 C? 2 Travel Costa Mesa '^-•'"'`i January 29 0 Are we ready for the 2015 OC. Farr yet? Here's the way to get the party started. 200 people reached 2025 OC Fair Invites Fairgoers to Join Its "One Big Party" With a Discounted Season Pass COSTA MESA. CA.-(Markemired - Jan 27, 2015) - The OC Fair. themed "One Big Pasty" in 2015. is... hIARKETWIREUC0V- Like Comment Share 6 7 Q 1 10 1 Twitter L.V Naas r rerr �nvr1 N 111.m N, 10Ax 171 1 Cods Maas, CA T'w`°' Tweus a rums Pr+U1af. a Vz— ".rwtiwwalrpn er Cmla lANIYMYf �J�bN`n 11rM�'�0.vG' �At •�F�e A.w a,Ymi6muw CvaarVwrkr Fry Rn co-m— ca„q•amw w.e ae. cu.d u�. 5a,:ncoss�F�axa rxangerlsnry TXE plteif,epplrp, MYgB Cw artd r, -I• :: Mar i-7 ireraN:oelalAaea Hoowe •celg� cw r - 2-70-"�Q Instagram Segenrre,,: c� �,rc. S�eur�ey . rnree grear :_:: sr'a+.s swing vuo 3epenvam � vw naxt ler.+�wxs: 8anaon, EaAg. AlG1�W� 1I6.- I to 54 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 55 Travel Costa Mesa Blog The Travel Costa Mesa blog is updated with information on events, shopping, dining, and performing arts happening throughout Costa Mesa. The blog is a strong part of Costa Mesa's SEO strategy and a great way to add value to the restaurant and shopping community while providing invaluable content for readers. Focused keywords help strengthen Google SEO rankings for TravelCostaMesa.com. The blog provides a great avenue for people to find the site through organic search. From July 2014 — February 2015, the blog received 26,609 pageviews. The most popular Blog posts include: "6 OC Restaurants to Eat at Before You Die Are in South Coast Plaza," "6 Great Happy Hours In Costa Mesa,' "Din Tai Fung Dumpling House Comes to Costa Mesa," "Top 10 Places for a Hot Beverage in Costa Mesa,"'An Interview with Niki Starr Weyler, Executive Chef of Mesa Lounge," "Costa Mesa Culinary Destinations: the LAB Anti -Mall," "Costa Mesa Bike Routes" and "Five Must -Go Places for Lunch Deals in Costa Mesa" CESTA MESA STAY SHOP EAT PLAY Search Costa Mesa Q Go CITY OF THE ARTS Costa Mesa Conference and Visitor Bureau Blog Navigation 5 Things You Didn't Know About Henry Segerstrom Passed on February 27, 2015 14:50;jr.: A9 of us at Travel Costa Mesa are sad to say goodbye to Orange County icon, and one of the innovative builders of the city of Costa Mes% Henry T. Segerstrom. �moll T A— r Henry leaves an incredible legacy of development and philanthropy to Costa Mesa and Orange County as a whole. We found a few interesting things that maybe you didn't know about this visionary Blog Home About The Blog Categories Events Food Hotels Locals Misc Music & Arc News Flay Shopping Recent Posts man. 5 Things You Didn't Know About Henry SecielStFUM Costa Mesa Email Newsletter The Bureau has gained an additional 3,261 subscribers this year from last year, with a total of 23,881 subscribers to date on the monthly email newsletter distribution list. The Bureau also created a quarterly email newsletter for the Chinese market early this year to continue to engage and educate our audience about Costa Mesa. The Travel Costa Mesa email newsletter creates a touch point for the Bureau to reach the existing database of prospective and current travelers that have expressed interest in Costa Mesa. Content includes hotel packages and deals, special events, the arts and dining. New subscribers are added on a regular basis through partnerships with Orange County Visitors Association, Visit California, marketing campaigns and sales mission trips. COSTA MESA WHERE YOUR STYLE SPREADS ITS WINGS ,-,,. A AnQi \cw Yeaes Eve Evcnt $50 Reasons to Stay in Costa Mesa 3ook a holiday stay at a participating hotel & receive a $50 AMEX gift card! Snoopy House Holiday Lights 56 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 57 Travel Costa Mesa Calendar The TravelCostaMesa.com calendar is updated on a continuous basis. In 2014-2015 (from July -February), the calendar page received a total of 8,276 pageviews. The Bureau searches for and gathers information on current and future activities and happenings in Costa Mesa. Calendar events include deals and special events from partner hotels, major events in the city, performances, and new business and restaurant openings in the City of the Arts'" The number of pageviews increased by 40% year over year on the desktop site. As for the mobile site, the pageviews to the Travel Costa Mesa.com calendar increased 128% year over year. � COSTAMESA STAY SHOP EAT PLAY UPCOMING EVEN �S Costa Mesa Events » . N1 ©State symphony orchestra of Mexico CMQQ 7W64Canvnc+noraong >hc s0,h arnhrna7 of its •,ttgval cow of dse Urvue . Smut the Siam Symphw ry 0rchesua of mmum performs rrce w&ts M Mencan conwow INmwd Marg Ponce Pizza Making Gam CALENDAR OF EVENTS • S cW. p NQly, frsifQ LfT1S pazas at homd 1M 5ufiif CW lnssrvc[ar as wQ ��.•I kf�fR p.tza rrtAbglM.Ilnpuet March 2015 4= ®M 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 0`v,1nd'A.»nywan�Mdwr� PAID MEDIA Print Campaign The Bureau continues to utilize print advertising to showcase Costa Mesa as a premier leisure destination. The Bureau has developed a plan to feature Travel Costa Mesa brand positioning via new creative branding imagery and native content — each demographically and geographically targeted to relevant audiences. Print remains important in branding Travel Costa Mesa to a target audience. For instance, 91% of all adults, 94% of adults under 35 and 96% of adults under 25 read print or digital magazines, according to the Association of .aulnavlxr GREAT 5OUTH E RM CA LIFO R MIA GETAWAYS r Magazine Media. People are also heavily influenced and inspired by magazine content. Print advertisements by the Bureau reached over 3 million impressions across California, Arizona, Seattle, Denver and Chicago. The Bureau has a three-touchpoint approach, where each advertising outlet's audience sees Travel Costa Mesa ads two to three times throughout the year during prime seasons in key issues for each target market — building a base for brand awareness and recognition. YOIR 9.O(YARU QJ1O AM 04f[u00R LUHS _ E F.p�wn.lnl c 4 the ween 1S5Ue 58 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 59 COSTA M ESA' Pian the Perfect Weekend Escape cw.rM1r. r.cya.. A�r.n.. r.,—,o-ti .e..y, �...,...,a..�.c,.ra. ...a•�cna�. s.s..n�C.r6m. dda'PCWnCYrm.�wr�tlAa�rn H.Mr 1V C.yd Gi Nwn.rM wuna coq CgaM.xwwabnw corn-�wrvovaFAssRor+ wyi_ �wwY .�d u�v s-pnaxErvmsrr�esrswtlw.s Ahr yrw�nn WnHY.�rAITo, a.+w �,�n.s..�h+w B.a ns.. Rla,.tid+r w�a cos con dCww, Ih.i. MMF-�q�'- - =_ tMAtIr THAM 0`v,1nd'A.»nywan�Mdwr� awrw k��»w»..�.unw rnr�.wd,srae,wwHwe.�..aw. �.�..c�dr�a.e».m.vr. CJn AtJ.9b'Ana ena.'..�..H..... +rMMw�.r e.wlxawP.r&,nv�rd wwxdrnx •N.r»ndM.pnN �... Nr,[wRwcMMpwnr,..N •. Q.�>a Ni�bVw»geFa�rYy ,m,,. _.. v.n�ae�..a.. w. .a.�r e,..ac.e.,•.�.._ H.6ra m. _ _ - aa.,as�e,..nw�—..rw R ��H..�.�•Q�..�..e, ,�� COSTA MESA VISIT TRAVE L CO S TA M ESA.CO M C r T V OF THE ART 5' Magazine Media. People are also heavily influenced and inspired by magazine content. Print advertisements by the Bureau reached over 3 million impressions across California, Arizona, Seattle, Denver and Chicago. The Bureau has a three-touchpoint approach, where each advertising outlet's audience sees Travel Costa Mesa ads two to three times throughout the year during prime seasons in key issues for each target market — building a base for brand awareness and recognition. YOIR 9.O(YARU QJ1O AM 04f[u00R LUHS _ E F.p�wn.lnl c 4 the ween 1S5Ue 58 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 59 Stay and Get $50 Campaign As a part of ongoing initiatives to drive hotel bookings, the Bureau continued its successful Stay and Get $50 tactical campaign in fall 2014. Print and online advertising and dedicated email distributions promoted the gift card offer, with a call to action driving visitors to the hotel partners' landing page on Travel Costa Mesa. com. A press release was also developed and distributed to relevant regional print and online media outlets. Advertising for the Stay & Get $50 campaign targeted leisure travelers across California, Arizona, Nevada, Washington and Oregon, as well as longer -haul markets, including Chicago, Dallas, Vancouver, British Columbia, and Calgary, Alberta. Compared to the 2013 campaign, which advertised across online, print, outdoor and radio, the 2014 OSTA MESA WHERE YOUR STYLE SPREADS ITS WINGS I 41!11 r `**�l THE AFITS TA%E FLIGHT IN Coate MOSS "h NnddSlan shopping at Soulh Caasl Playa. a palolle at anvni mining po fto,nances at Segeratrorn Cenler far the Ans. gxquisile(tin" and erld1im r01axation AI a x ptlon el hotels. Tho City o! ft PARS '.sols the stage foo the uli nate Southam CnYumia relreal — can traay located just minutes tram beaches. the PismeAndV'F7aaod, and Crsnge (:ovnly'S John VlafmaAYport. Now Ihmugh January 3, 2015. book n slay at n parlm*aling hotel and RECEIVE A ss6 ANERICAM Ex PRESS GIFT CA -RD 'Gast ands Ja*.wy ♦ 20* $L"I In asaoatwRy :Lips and rosUtlaai voy. campaign advertised solely across online and print platforms. As a result, there was an overall increase in total impressions received from 11 million in 2013 to 15 million in 2014. Email open rates increased from 11 in 2013 to 15% in 2014. Orbitz reported a 26% increase in hotel bookings compared to 2013. The Stay and Get $50 tactical campaign will continue in spring 2015. The Bureau continued to implement this successful tactical online campaign to drive overnight stays to Costa Mesa. Online banner advertisements and specialized email distributions featured this gift card offer, with a call to action to the hotel deals landing page on Travel CostaMesa.com. 80OK NSW COSTA MESA Valentine's Day Weekend Getaway Campaign During Valentine's Day weekend, the Bureau promoted partner hotel packages in an effort to increase occupancy over this three-day weekend. The Bureau utilized online banners, dedicated emails and social media ads to draw guests to the City of the Arts - A press release was also developed and distributed to relevant regional print and online media outlets. The campaign was heavily focused on the immediate drive markets of Los Angeles, San Diego, and Arizona. The Bureau distributed dedicated emails positioning Costa Mesa as a Valentine's Day weekend getaway MESA %ooested Page WHERE YOUR Travel Costa Mesa LOVE REACHES NEW HEIGHTS r FOR SPECIALS destination through Modern Luxury Riviera San Diego, Los Angeles Magazine, and AZCentral.com (Arizona Republic). Digital banner ads were also placed on partnering websites. In addition, Facebook and Twitter ads also served to drive visitors to the hotel deals page on Travel CostaMesa.com. In the Valentine's Day campaign timeframe, February 5-15, there were a total of 5,908 new users to the Costa Mesa website. Valentine's Day social media ads received more than 4,000 page interactions (likes, comments and shares). Let your love take flight in Costa Mesa, Orange County. Hotel & dining specials await! Valentines Day HOTEL SPECIALS Travel Costa Mesa Public Places 3,933 people like this. 60 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 61 Costa Mesa Restaurant Week The City of the Arts' showcased The Art of Dining through Costa Mesa Restaurant Week (CMRW) 2014. Participation increased dramatically to 58 restaurants compared to 40 in the prior year. Partnering hotels were highlighted and guests were encouraged to spend the night in Costa Mesa while this once -a -year event was taking place. Advertisements for CMRW 2014 were served across a variety of platforms, including online, print, radio Pageviews and outdoor mediums, resulting in a total of 4 million impressions. A press release was also developed and distributed to regional print and online media outlets. During CMRW 2014, August 15-22, there was a total of 20,689 unique visitors to the CMRW website. Compared to data from CMRW 2013, there was an increase of 2,208 visitors to the site and a 12% decrease in bounce rate. In addition, we had 52,097 pageviews compared to prior year of 37,273, a 40% increase. 37,273 52,097 39.77% Pages 1.47 1.8 22.15% Session Duration 1:18 1:22 5.13% C CALIFORNIA STYLE C xaW.elnl C 10 14 rwnl C ".L NOM01I0M COSTA MESA e ww sr�eNt e+s�xs ort CUlJNARY CRFA "M HOTEL ACCAMMO[]ATiUWk M m+G COSH MESAS ROTAUPAHTWEEK i KIIS Summer Cash is Backl s�n:calve q COSTA MESA H U E-1 uESraunaNT WEEK A—m IS•77. ZM4 WOW 91a9WCW*mF 1W CKLapW1NR%ft Vh6 a M b -W TripAdvisor Sponsorship Page & Banner Ads The Bureau continues to own and maintain a sponsorship page on the TripAdvisor U.S. site. TripAdvisor is the world's largest travel site and serves as a platform for travelers to gain insights on specific destinations, share advice and seamlessly book trips. TripAdvisor has the largest travel community in the world, reaching 315 million monthly unique visitors with more than 200 million reviews and opinions. It also covers more than 4.5 million accommodations, restaurants and attractions worldwide. The Costa Mesa sponsorship page includes information about Costa Mesa hotels and attractions, as well as gDtripadvisor T,mem, cwl,m, , vim, 6cra,mn csa" COSTA 14, MESA Hoteles cerca de Costa Mesa 1- -L r�N 4W eft - me weso� swm cons: plaza Hf[ra que direu tus aA±�7 sea ovnene. c,mwu Esoe o, amigos sCosta .acres noiei a s�,es.n costa r,�esa - Ne�vpon eeacn �xna?u7 eee ay..�s. Caam Hefa. Ef:eDof u�0.s sw..�n,.. r,.. n•.mm. photos and links driving visitors to TravelCosta Mesa. com. Geotargeted tactical and branding banners are updated across this page throughout the year. In 2014, there was an overall increase of 1,832 unique visitors to Costa Mesa's TripAdvisor U.S. sponsorship page, compared to 2013. In February 2014, the Bureau purchased an additional sponsorship page on TripAdvisor Canada. In 2015, a sponsorship page was purchased on TripAdvisor Mexico as the Bureau increases its international reach. LNMW "am SESION © use - 1.1 STYLE REACHES NEW HEIGHTS ®Alajamlenta as) 8,1970pnariee Cmds Yaoaalorras tai � �peuares © vuslos ®Atraccionos [$21 ApA QVn� Reafaurantaa (435) s ¢..? Cc,n ame 8 Faro 10lh�Cdn Eeuns ew�n�sva9aa is visna r est o sit* weo lmj EMlamos un =w ereetr6nlca pesCa rga mu srra gut& prKial (J,] Turner FaceDooM 62 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 63 PUBLIC RELATIONS The Bureau continues to seek new public relations opportunities in an effort to build and share newsworthy content about the city of Costa Mesa. Press releases, pitches and media relationships have resulted in added exposure for Costa Mesa. This earned media builds upon the branding and social efforts to reach a target audience via various credible and authentic channels. COSTA M=SA Coana Una RaPr pwiws EmW.k on S•Fand Inpmall-W Viso This Year W Promote Cera Travel%the S.Cal DP ma*. COSTA MUAL CA -[November 3, =41- TV* Cpaea Mesa CwN- & Wswr Burow. la lCAOVVBI sy W,;, 11m Lnenpr C -sty Wilms Asav w iOCVAiembaiked arr lhli:ccand nNmWSewsI OSP W 2014 It. 0ab., vnrr)ainiwl vse m Crn+ oane Ina 1)eiiad to Wale 1;mretes mxx w nGeMe [apeaenlabrea ane pmnwxe danye Canlr ac wW.dess Lwris[ deemmmP. TA4 y s&, a uaeeeaea nak Ane yM Yn[a d* 20dB 13 ppnwG OCVA Ivl a -u 9 ijin ane Shen waa carve[ a atln0! atifilnry In -N4 -nln-y gn-ng Chi- mad . In mw)e pagevrad 0U11R [P Promote OW. Mese asaanu t- deaanehon .0. Owp G -Ay W l ioera and q PPemWrs. CMr• CV9 PW"L Pwlgw LGM1 O-Fria4 Ned Vftgw of gerkaeng, Lida Ta heltl" Wnlercaoae in 649^RT am 5haaVhaL Tho CAsha eaeaa CV r y mm nxre nen IM represea:auvea amosaa ianp d loanem mnp - imimM CYTS, CTS, dda Y-IMemahoneI. Trade Cn nye Cmp, EWN. CiTIC. CeIu.y T. C"ac and T-iu A sample of press releases developed during the year include: • Costa Mesa Hotel Deals During OC Fair • Costa Mesa Selected to Host First Ever West Coast Indie Chefs Week • Costa Mesa Representatives Embark on Second International Visit • Stay in Costa Mesa and Get $50 • BLVD Hotel Joins the Costa Mesa Conference and Visitor Bureau COSTA MESA, The slew maMpeaty the cast. Ken cnnkraare am weer tea. [ .wesd,-.pebraal'1%eoaaj- TM faaullma -drrvua aad'l- krwaa (CMCM O--dmmxewra ahan.- ad& -m 1.a 44 Acrd va-a rhe n" 14.6 .an ae�.nrw,.rlaam.a �. �. aacrRr maae�•asaRaw Meaaaudby dr >tawat� %,a r.a-d m -A -dae.-H.0 a -Pao-- ..,d wine Wal.r - swoad.wdrha vices -T6. weaartr ra w dew wwamq m dwlw".ad hw aceriamPemy. A- 4a leak aadfaddn -a ayaywbra^e^-a- roam Tia ALIT Rxal h laumd Aaadue (.e. � Rvae 1a W w.a+.arya.r. owea. ww.ad edn vrdwa..wamad m.y a..a-A.a .lalmaseaJ.uo_... sA. vrw.rmaaa�e.rw. mwaaapxuysgLd mmrmswendmdfw 6eA`" '- _ aid Wuaone aruhuuveae Tar HIM wW a alae Aaward wn=. Seam Waw antis see6 C vtaaa ThoG w"al-P damn and dw M lav AatJ F Albar arida• O- C Vmramw me1Wa r _aawaadeaavaaPy- re.awe adermaem oa IM un swat rd. naapaer Au d Cws.. N iwrwn.eA bwda elrw Htlr+�+-.T�araleaw�asry.eae, akwa dw raraaa p,�f r..ea.ad wen. ea. -.a= Thr Cmla me. Cent ravca sed Lla. lvaau-u ava61a6rdme19LTb ft- iymvayawl m Ae^aiaa a-alim m$. pW'ud m Rut peapama sad µaha: dw hw�-• - �mrl sad wwerl lnewarw waLm 8raslq apCeaa 1fr.a, rer mm. mlwwatlw.w aa.al m1Aa erry of Cea�• w.+].aam...e..eTM ansa saw rael.rraea W vuraaa eml.r cad ao rid(R7 •a�rePrer�are. aadraC , aladraea drdea Iysiad NarhMq/Ceau levee eandnner sea n1.ax amw pspd se>•Trm NTERNATIONAL EFFORTS Internationally, the Bureau has expanded its marketing efforts into Canada, China, Mexico and the Middle East. The Bureau had 100 pages of key content on the website translated into Simplified Chinese and Spanish, with future plans to have site content translated into Arabic as well. COSTA MESA, 64 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 65 China The Travel Costa Mesa.cn domain was purchased this fiscal year to cater to the Chinese market. The China outbound market has continued to be the biggest market globally and is still the number one outbound tourism market. China is the world's fastest-growing major economy in the world, and California is still the most desired U.S. travel destination. The trend of Chinese traveling abroad is significant and ever-growing. Having an established web presence in China shows not only the Bureau's commitment to branding Costa Mesa in this rapidly growing market, but also for the Bureau to build a competitive advantage in cusrm OF VuRFM FAI R"ITIAN)IIIJIN E W49BFlY OM ?AZ*9) ##SFr AfNiAl�N�lq¢f ,lswrYY1�1F BINNYIR4bdg112rMNNZNL gN�n 41R1<'Inom &WWNFJM=& "-'009&aFziFf, RY101�19i3 i1R. ANL AiI�F.-f �f�' I.Z�edFMa'. ® AdptlC1'IN r.` i IM. - ally _..... - ®JaS fir -- if rlT�� +rl irY l�l41�M aR Y the market. Content translated into Simplified Chinese makes information more accessible to Chinese travelers, which is vital as most Chinese are more comfortable reading in their native language. The Bureau also created a Chinese email newsletter earlier this fiscal year to further engage, educate and provide this audience with compelling and revelant content of what Costa Mesa has to offer. The content is carefully selected and must be useful and interesting to attract Chinese travelers. The goal is to engage this audience, increase awareness of the city as a must -see Southern California destination. ^•- COSTA MESIO *Pttm rJ,��•�ws�l<ur�rdl,Y1�-e,u �- - �. -tri=• 4i: -A= -e � •T' 201S W�Ay. re •3R3SYili13e9 Rdl S.1lSARLV��: R�►201 N'[Cra•2pxas�IP�,[ard Isawn Cepa wul China Press & Exposures The Bureau attended its second sales mission trip to China with OCVA in October 2014. Our presence on this second sales mission generated press in some online and print publications from ChineseLuxurycom, Travel Weekly China, NEEU.com and Travel Daily Media. In addition, Costa Mesa's video is shown on Air China in-flight video from Beijing to California. The video ran from December 2014 to March 2015 at no cost to the Bureau. The total cost is valued at $15K and provides exposure to 34,800 total passengers during this time frame. Air China is China's exclusive national carrier and is the world's largest member of Star Alliance, a leading global airline network with the highest number of member airlines and daily flights.. TRAVEL WEEKLY CHINA ;p+,t,ii R -120140-12 a J� a d,dN9AS�rtkltl�rdlCilY714YAlr Fan:grFmll>a[1 FJtd'BYwWlFral1,611 !- Frrr#ifr{Ik SkAlIt1741�31YlIIlP'a. JT1=�:�CIR1r'�r>I�Ih!{#R=iC IikG7641�14.`fiSYk�IFINtkRIlBFa53 '1+#W}tiF++1{V1J71AI •{Pu[dF94 �:1R74elkl II[kli41lkIR'�r1Y1q;34FrY[iiSR�fEdPugcr}54: 'ktllT�LkfiFlllYfill:.lr�fdkl•.�➢IW1se�fiFAd�.2dr��N[R'�. Yle1. }4kY7t3i3Y+ilAA➢1iEii hint riC�itgl`l7Etf[NE+w -#HaIA'.1L`1Nvai'l;c'Irru8r7r(�-h'-1:I�,%J{91FIr:'#�111JAlYilplkif,dll.a,llid �hk4!Ik7RA4F 11'e- "811CiL'Pc k,#,�1. ''ilial WYFr>IYF�`�YC. µPJdf i'H!$rY�d,k� f91414')YII/Ii rfyElt '4i6ff)ld47[!Itlld�9iikfr'3L11WVi!!rl " Ylri; �'idii[ dila!{I'&h4iNN1l�"�1�31i'hlrlM1d[nnn4eimlUreaY.�' cnmrd vw[wr& rnuvenlAm &1rcau1. :'L1MI$l�MEi�4lfYi,42 NunGrrgtap &ach1. �ril!i4:i ldEdYrhd jYkd !irNpnrt !• f1����#il{1F-0}Cu614?h-aa LYNI&rrnct� Vlei,ur <tuU), 41i�IN 'Yattt28ip:f Hya4, RcRcnry NeMyon Be h1. 'rlfr Ypr�Id�IpRf{lt+kr!•!•.vf Hyalt �xnry Hnntinyon 9rach Itraon&Spa], ,Rlr!IIrPERt{iI7Lc pcaori n Pclimn H![I I, EFitl,11 ii)J*tll 11W(X.wpon 9—h Nmrmtk JJW6&spa), I§IRRF4y V)Jj*M l§(Cmta Y,eseYWroS,l, �Tr1Yl Ji �fM4ilAnaheim rtsrrioul. pcX ri lflM1 L4 l,nirre A,arrin153. iYkEmmikiPYYcahfir��lfHureblrnvercnriecsi<>:sepul, d410f 7y'1:i•J rrn-Lyippol. Wii+Y.k ur;Yrda'[•I IN 1l M&A 411:. 4kµ.41% A,'.k[; 66 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 67 China-WeChat Costa Mesa is also represented in WeChat through OCVA in China. WeChat is a popular mobile social media platform used in China, as more people access the Internet in China via mobile than desktop. Having Costa Mesa content on WeChat offers a unique direct communication tool to the Chinese market, offering an enormous opportunity for the brand to remain top of mind. WINVEX�WLN 'L Costa Mesa Marriott t IiiFilr� 500 Anton Boulevard Phone: (714) 957-1100 0"Am '��#�i�}AI[1�1CJ1L4Y'Si�[;sTi �iAR���ffiI�l�ka�Jse9erstmm z1��i;�R�JI.'f`iGL#� �����fi�1.�iA�JL5331P. �ci•E"��1��fi��7 1 f�ir�l&ifiiA , �FB���fCi�i�lt� �al-7'�fV9�332B19�yi""aROh$yA7.�(e7, t>lrz�}�#>�4YiAk7�Jr'*u�, �zoBiq�h.—�3FAha�t2>;a, �SS�f igil32a 1 �3ggf�� �G . �' F�tKtp'I'igc;S9 , ib�4��id•11, i�Pl�iF�Ti�Yc'—F. Ta�i'�7��hi! it?t1Cl�At],`�t�L��kSit�! 1 pfl�fg�&5 � A�#r75srt. t5ki7Y��ii��RlTJrl�i�,�11eiH�4'1i- �'h�A��lfi9��671d�A�1H[TCi4 fir!! ]l.l.ae�.ta• R.:.e:. ]t.rry tr.natan, eee«, r.ndr, r..d.it�%Lt'�'lti:fllsiH7f;?�ffx�. 1�i41 l 1�jl E:http7I/-,nbo-ca.l=authcoastpla=a WeChat Mexico For the Mexico segment, the Bureau updates OCVA on a regular basis on key events, promotions, news and updates from partner hotels, South Coast Plaza, Segerstrom Center for the Arts, and general interesting information about the city. Costa Mesa's content is posted on Facebook in Mexico through the Bureau's partnership with OCVA. jjC Orenya CouWyadded 2 new photos. a de!Nero • 0 gcena al are litre? VeMe a1 Silver Trumpet Restaurant & Bar an Travel Costa Mesa htlp J1bit.ly/1 BFHBM4 LikO ComenW Snare 164'; 1 Promover Punllwcidn jn► orange County .r. . -1 :1 V gNo saves en donde quedarte? To dejemos una lisla de los mejores lugaras para hospedane on :?ho0C Como on at aCostaMesaMamot http910i1.1yl t w7a7pY Hospedaje ca Orange County 87 people rea4hL-d Like Comenla, Share 610 Orange County added d new pholos. ZBuscas algo o6ntrica7 Con unit uhicaabn a manes do 5 km del aeropue to John Wayne Airpm. orango County, Beat Wostern Plus Newport Mesa Inn es undo bs mom hoteles de jlCoslamosa. situado on un fuW especifico can un entorno linloo y remmowabte. h1tpJ16R.1y11rBscOH 68 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 69 Canada For the Canada market, the Bureau continued to partner with John Wayne Airport, Orange County and South Coast Plaza on its second year in a row to optimize the momentum of the first cooperative sweepstakes campaign of "Win a Shopping Spree in Costa Mesa." This year's sweepstakes runs from February 2015 to May 2015. The Bureau will expand the Canadian market to include Calgary, Alberta, in addition to Vancouver and the greater British Columbia area. Canada is ranked as the top country outside of the U.S. that brings the most visitors to the Travel Costa Mesa website. For the first campaign in 2014, the Bureau partnered with John Wayne Airport, Orange County and South Coast Plaza to launch an online campaign targeted to Vancouver and the greater British Columbia area. Online and print advertisements showcased a sweepstakes to win a trip to Costa Mesa. The package included a $5,000 shopping spree at South Coast Plaza, accommodations, dining and round-trip airfare to John Wayne Airport, Orange County. The 2014 sweepstakes received over 2,300 entries. Online advertisements generated 1,220,030 impressions with an overall average click -through rate of 0.34%, exceeding the industry average of 0.10%. The 2015 campaign will advertise solely across digital platforms. Selected advertising partners were based on market reach and audience demographics and include, but are not limited to The Vancouver Sun, The Province, Vancouver Magazine, Expedia.com and Steel Media ad network. The Bureau has also partnered with influential Vancouver- and Calgary -based travel and lifestyle bloggers to increase promotional efforts around the sweepstakes to relevant audiences, while receiving added value media coverage on the destination itself. WIN A 1250 OSHOPPING SPREE AT SOUTH COAST PLATA IN ,QFN\&NYM COSTA M AIRPORT PLUS ORANGE COUNTY YOUR OWN PER50NAL STYLI5T AT SOUTH COA5T PLAZA ROUNOTRIP AIR FROM VANCOUVER OR CALGARY TO ORANGE COUNTY 2 NIGHTS ACCOMMODATION IN COSTA NEW CALIFORNIA.. CQSTA MESIN I + T I OF TRe -rt COSTA MLSA CALIFORNIA 46. A..rk-d.rr I..4rw. S P. C- R,� , yl." .1 —A wr "[.= x 5eyr _ Giro lir rM ata e.p , der.rr ed eiddw rde.rwo err .rgmi..l..lr<ewA dlp71r. Gry grdube � mtstlK stmrfw dmufmr r5wnhem Celifonmraut rrnrrdly Orwngw tyngi Jidtu WrM.Rlipnrt Quality is COAST I International Destination Middle East The Bureau's partnership with OCVA has also helped broaden international marketing efforts by attending sales mission trips throughout the year. In October 2014, the Bureau staff attended the first sales mission trip to the Middle East. With OCVAs extensive connections overseas, it enables us to connect with tour operators and agencies, allowing the ability to share and highlight Costa Mesa – and to collectively tell a consistent story to paint a bigger picture of what Orange County and Southern California has to offer. As a result, Costa Mesa has received media attention from SmartArabs.com, MiddleEastEvents.com, Dubai City Guide, UAE Today, Middle East Travel & Tour Guide and SmartOman.com. Be safe, r YGU ARE HERE: PRCQVEC 5 Is $eRVILE5 AIRLINE$ R AVIATION ORANGE COUNTY VISITORS A PROMOTE MIDDLE EASTERN TRAVEL TO SOLIrHERN CALIFORNIA'S TOP OESTINATIOY ORANGE COUNTY VISITORS ASSOCIATION VISIT THE UAE TO PROMOTE MIDDLE EASTERN TRAVEL TO SOUTHERN CALIFORNIA'S TOP DESTINATION MONDAY, 7o OCTOFER Lala 16'11) E 017 _.j Select Laripsga 'The OC & ME' campaign launched as the first travel package created by a United Spaces Tounsm assoaatinn to exclusively target Middle Eastern residents Middle Eastern-spe/SCc onlrrle and swap media platforms also launched - DU&AI [October 20, 70147–Delegates from the Orange County Visitors Assackbuon. of Call(hria are in Dubai through October 22 to meet persorolly with local press and ek4ting W new Cbstotnm. The delegation, led by Orange County Visitors Association CEO Eo Fuller, alms to promote Orange County, as the heart of Southem California and an ideal desbnation for Middle Eastern travelers. -Our mission is to reach out persorlaRy to potential visitors and build awareness or Orange Carunty. California as a prettier travel destination," said Mfr. Fyner. 'with Emirates, Etihad Airways and Saudis Avllr es currently serving aur market, we believe Orange County is the perfect locale for visitefs to expeflence the bestof Sallthern Cal&mia' En1lrates and Etihao Airways recently raoved their fhpht crews from hotels in Los Angeles to the Futon Anaheim and the Hilton Orange Courlry/Costa Mesa hotels In Orange County, a awe that marks Orange County's position u thir arbor d Southern Callfam la. w4+.1 Nra l bag% w4pp1NG safe aw•umresl..,w 1— ttsI— X.s ® Orange County Visitors Association Visit The LIAE To— Middle Eastern Travel To Southern Callfornlars Top Destination �7pape.m,� . , aatis�IaM�w�!p�1Amf — EerPn am NNO�mIr' dr�+we¢ apl :•aep nyn.easr 4 Lwreppw btia M.mnMenrtn artl>y ribinprnpa rglrglrq�rarrrr rnlr 4 [nyrrnnl. a rm ix rwee DvP Cu.Arr roatae a Mme. s5psmnCsam. 'ary It Ce.nrry 4— ray mxtl2m.rnCaYWf •we w. Fw der�'Y ^r�N• �'Pr+enr.pnw•%+.u�c.�MMWsNrarp Gwq Wor6Pmm�or lw�i warn noill�.a-e �r.Y Tw �+64wr•r�iuw rr rc«rgmnugEwnLaa� reniranar vac Laam.r,..Aa atdumru,araarwaeaad.'�eeptreweeaur rttentwW 0"Cea+ryNwxaAuxaW�lrwPNrw p• We'd Fan an OrYe sava•tra nr AMU Qlazt (9b a nt.5 Taee,&r• 2; Mks WESTIN Tn.w.ltlnc.a.clr.1 began K Llarma vrbaer Orongc COtudy ViSR-1 Assoeission VIsi1 Thr ti.tE To Pm—oit, Middle Emporia was &e aev Trani To Southern CRllforala's Tap Destination Dekyaler ruin the 0—pri, Count} C Itlmn Aaeclrtke of C&II(wnla arc In Dube IhrauMb Oefeher 221a Ate1 thisdRea 1 era 4uuener4 Monday, Oclehr Z0, 371{ 0©13®© t arcpan hum the Omer corer viv rAaxii4en Qf Ciife— s pubo rlupah oadw 33 b ne6 Irrin nih Lal Pm Arisme rodeo T� ddripi W br CxW Qwppr Yra Aiapiek—CEO Ed Fmk.—hpr--Orr/Cel' hernrsaehmo CsfEam.la deal draWrea ar Llidar Fired vuelud TJlr minipe u arr.A wR prriwb? apPbsil rwiarsd hWlsar®. Wore CavyOuIll F.aw rt+ siraddmdoN'4"m Wh0brr w.m rmr.ar&Lal.d,4r" and sae. Ailba earvrbfaros —rdfiha."bdltytar'y C 1 F Vit P`'1,0t IooY Wdiflmrsn in, ^Qr LrffieC� G1LBnL" 4wd fit./A:.g rip rnnr �lEpar mea(r1) bbl- in 1m Arra n do Xhnn Ar➢da W tllWwttly C.. "Ic— laaaleMl. orlAy c_*.. ng- 0,a m D�Ce WlneYsuu f oeeaad3a4aba d11IDva �alpOaar npeI.r wrar.dIim pr+r'hm rhn/Rr. Fr . - klaYbM1:11 iee a INAba ww: repeere ,a f— the Any mpdnw Cmv& Ynitn a Cmambpe 111 n v1saNiiva li Coo Mfr CnLern & Vrnnr n_ me pmon M(gfan Hat 11—pion a.* Mori It FAM 11, sow, ad Omrylmd The Midair I-- mea.a er rranrdlimrrd by So.ROOFnt P4. /I(Yr i>x L se it� lan—h nail Re4d,1a7Taevi/YfAaat liayi, tlrpCt—WVeim Aaeu>•rs6-6111 3Lywaas. an+31wr1FMaarwala by ltrL rwr 70 MARKETING OVERVIEW COSTA MESA CVB ANNUAL REPORT 71 ■ COSTA MESA CONFERENCE AND VISITOR BUREAU EXECUTIVE COMMITTEE Susan O'Brien Moore Chairperson of the Board, General Manager, Ayres Hotel & Suites Mike Hall Vice President, General Manager, The Westin South Coast Plaza Sue Cooke Treasurer, General Manager, Residence Inn by Marriott Costa Mesa Charles Haber Secretary, General Manager, Crowne Plaza Costa Mesa Orange County DIRECTORS Stephen Mensinger Mayor, City of Costa Mesa Naj Ekhlas General Manager, Best Western Plus Newport Mesa Inn Melody Lanthorn-Gale General Manager, Costa Mesa Marriott Rob Gauthier General Manager, Hilton Orange County/Costa Mesa Ross Stibor General Manager, Ramada Inn and Suites Tom Hatch CEO, City of Costa Mesa Paul Sanford General Manager -Asset Manager, Avenue of the Arts Wyndham Hotel Eduardo De La Cruz General Manager, Holiday Inn Express ADVISORS Terry Dwyer President, Segerstrom Center for the Arts Werner Escher Executive Director of Domestic and International Markets, South Coast Plaza Peter Papagelis General Manager, Mastro's Steakhouse STAFF Paulette Lombardi -Fries President Linda Ta Director of Marketing Jessica Placentia Operations Manager