HomeMy WebLinkAbout08 - NB-1 - Attachment 1 - 5/6/2014COSTA MESA
''ITY OF THE ARTS"
575 Anton Blvd., Suite 880
Costa Mesa, CA 92626
COSTA MESA
Conference and Visitor Bureau
COSTA MESA
ANNUAL REPORT
Fiscal Year Ending June 2014
THE
A Part of THE OC Experience
w —
A
EXECUTIVE COMMITTEE
Mike Hall Chairman of the Board, General Manager, The Westin South Coast Plaza
Susan O'Brien Moore Vice President, General Manager, Ayres Hotel & Suites
Sue Cooke Treasurer, General Manager, Residence Inn by Marriott Costa Mesa
Charles Haber Secretary, General Manager, Crowne Plaza
DIRECTORS
Naj Ekhlas General Manager, Best Western Plus, Newport Mesa Inn
Kandee Anderson 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
Gary Monahan Council Member, City of Costa Mesa
Stephanie Escamilla General Manager, Holiday Inn Express
Paul Sanford General Manager, Avenue of the Arts Wyndham Hotel
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
Lisa Janulewicz Operations Manager
Linda Ta Marketing Manager
Nathan Wheadon Marketing Coordinator
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TABLE OF CONTENTS
About Costa Mesa Conference
and Visitor Bureau
Fiscal Overview
_
Abundant Opportunities
BIA
Tourism Matters
Domestic Travel
Building International Momentum
Better Together — Partnerships
Orange County Visitors Association
Financial Summary: Fiscal Year 2013/2014
*
Expense Projections: Fiscal Year 2014/2015
Marketing Overview
Marketing Overview: Fiscal Year 2013/2014
Website Traffic
:+
Social Media
Travel Costa Mesa Calendar
Travel Costa Mesa Blog
—
Costa Mesa Monthly Email Newsletter
Print Campaign
50 Reasons to Stay Campaign
IPW 2013 Results
Canada Sweepstakes Co -Op Campaign
OC Marathon
or
Costa Mesa Restaurant Week'"
TripAdvisor Sponsorship Page & Banner Ads
SEO: Google AdWords & Bing/Yahoo Ads
Public Relations / Media Highlights
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F f'r
COSTA MESA
The Costa Mesa Conference and Visitor Bureau is a nonprofit
corporation formed in 1995 to market the city of Costa Mesa as
a desirable, leisure overnight 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.
COSTA MESA CVB ANNUAL REPORT 1
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�z Privileged to be the home of the best shopping, top restaurants and award-winning performances, the
City of the Arts'" is establishing itself as a desirable overnight destination in Orange County. The Costa
4 Mesa Conference and Visitor Bureau (Bureau) has worked diligently to promote the city's beautiful
attributes as a premier destination when visiting Southern California. We are proud of the work we have
accomplished. Focusing on the consistent brand messaging using the Art of Fashion, Art of the Stage,
and Art of Dining, the Bureau continues to put Costa Mesa on the map both domestically and now
x ;s "1. internationally.
California remains the number one travel destination in the United States, and the positive momentum
we have felt over the last fiscal year in the tourism industry has been exciting. The state of California
1 set a record of more than $106 billion in tourism spending in 2012. Orange County travel impacts were
at $9.4 billion in direct spending, which contributed to $232 million in local taxes and $358 million in state
taxes (according to Dean Runyan and Associates, 2013).
f, According to Star Data Research, hotel occupancy in the state grew 2.8% to 70.7%, and the average
daily rate (ADR) was $130.45 — up 5.6% compared to 2012. Closer to home, Orange County occupancy
grew 2.5% to 77.5%, and the ADR was $121.61 — an increase of 8.4% (as reported by PKF Consulting).
. Participating hotels within the Bureau achieved an increase of 9.9% in occupancy, reaching 79.3%
occupancy, and grew ADR to $122.60, an increase of 2.4%.
- Maximizing the Bureau's budget and audience reach, we will continue to partner with Visit California
(also known as the California Travel and Tourism Commission), the Orange County Visitors
Association and John Wayne Airport, Orange County. Leveraging our marketing funds in co-op
programs with these partners will enable us more opportunities to enhance our destination marketing
efforts and increase the number of visitors to Costa Mesa.
Investments into renovations of our hotels continue to enhance our portfolio of lodging choices.
The Hilton has completed a renovation of its ballroom space, added a new Executive Lounge Club, and
created a sophisticated tech lounge in the lobby of the hotel and a Grab -n -Go pantry. The Holiday Inn
Express (HIE) is completing upgrades to its guest rooms, lobby and Sunshine breakfast room.
Added amenities to the HIE include the addition of a fitness center, pool and meeting room.
The Costa Mesa Marriott remodeled its fitness center, and the Crowne Plaza launched the opening
_ of the Fireside Tavern as well as created a welcoming porte-cochere entrance for guests. The city also
welcomed fantastic new restaurants such as Taco Maria and Greenleaf Gourmet Chopshop at the
OC Mix, Seabirds Kitchen at The LAB, Fluff Ice and Jerry's Wood -Fired Dogs at Marquee CM, and
— - -- H2O Sushi, Saddle Ranch Chop House and EI Corazon de Costa Mesa at the Triangle.
— _ 7 The future holds many enticing opportunities to introduce Costa Mesa to both domestic and
-- international travelers. The Bureau remains a creative and driven staff of four, full-time associates
—4 kF dedicated to highlighting the City of the Arts- as a "must -see" destination when visiting Orange County.
_ Paulette Lombardi -Fries
v — - President, Costa Mesa Conference and Visitor Bureau
COSTA MESA CVB ANNUAL REPORT 5
Method and Basis of Levy
The proposed method and basis of levying the assessment to allow each business owner to estimate
the amount of the assessment to be levied against his or her business are set forth according to City
of Costa Mesa Ordinance 95-9, and as follows:
The BIA assessment will be used to fund the Costa Mesa Conference & Visitor Bureau. The Bureau will
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.
Revenue
A three -percent (3%) levy will be assessed against each of the 10 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.
New hotel and motel businesses that are interested in participating in the BIA commenced after
the effective date of the resolution of intention will be considered to join prior to the new fiscal year
when the Bureau is up for renewal with the City Council.
i•
Avenue of the Arts
Wyndham Hotel
Ayers Hotel & Suites
Best Western Plus
Newport Mesa Inn
Hilton
Crowne Plaza
Holiday Inn Express
Hotel & Suites
Marriott
Ramada Inn & Suites
Residence Inn
by Marriott
The Westin South
Coast Plaza
3350 Avenue of the Arts
Costa Mesa, CA 92626
325 Bristol Street
Costa Mesa, CA 92626
2642 Newport Blvd.
Costa Mesa, CA 92627
3050 Bristol St.
Costa Mesa, CA 92626
3131 Bristol St.
Costa Mesa, CA 92626
2070 Newport Blvd.
Costa Mesa, CA 92627
500 Anton Blvd.
Costa Mesa, CA 92626
1680 Superior Ave.
Costa Mesa. CA 92627
881 Baker St.
Costa Mesa, CA 92626
686 Anton Blvd.
Costa Mesa, CA 92626
Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92626
Newport Country Inn
& Suites, Inc.
355 Bristol St., Suite A
Costa Mesa, CA 92626
James Hsuen
& Shang -Pu Lee
2642 Newport Blvd.
Costa Mesa, CA 92627
Ashford TRS CM LLC
14185 Dallas Parkway
Suite 1100
Dallas, TX 75254
Brighton Management
1901 Main Street
Suite 150
Irvine, CA 92614
Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92627
Marriott International
10400 Fernwood Rd.
Bethesda, MD 20817
B.D. Inns Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
Marriott International
10400 Fernwood Rd.
Bethesda, MD 20817
Host Hotels & Resorts
6903 Rockledge Dr.
Suite 1500
Bethesda, MD 20817
Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92626
Newport Country Inn
& Suites, Inc.
355 Bristol St., Suite A
Costa Mesa, CA 92626
James Hsuen
& Shang -Pu Lee
2642 Newport Blvd.
Costa Mesa, CA 92627
Remington Lodging
& Hospitality LP
14185 Dallas Parkway
Suite 1100
Dallas, TX 75254
3131 Bristol Property UC, LLC
2711 Centerville Rd.
Suite 400
Wilmington, DE 19808
Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92627
Host Hotels & Resorts
6903 Rockledge Dr.
Suite 1500
Bethesda, MD 20817
B.D. Inns Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
ING Clarion Partners
2650 Cedar Springs Rd.
Suite 850
Dallas, TX 75201-1491
CJ Segerstrom & Sons
c/o South Coast Plaza
686 Anton Blvd.
Costa Mesa, CA 92626
6 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT
t
8 COSTA MESA CVB ANNUAL REPORT
The tourism industry continues to be a strong
economic driver for the state of California. Visitors
spend more than $106 billion annually in travel -
related spending. State and local taxes accounted
for $6.6 billion. According to Visit California,
between June 2012 and June 2013, the leisure
and hospitality industry added 69,200 jobs, a 4.3%
increase. In 2012, there were 917,000 tourism -
related jobs in California.
According to preliminary numbers, 44.3 million
visitors came to Orange County in 2013, spending
$9.5 billion. The county employs 188,000 total
hospitality workers. That number will continue
to grow, especially since the Anaheim/Orange
County Visitors Bureau announced they will
receive a 200,000 -square -foot upgrade and
expansion to their convention center.
The city of Costa Mesa collected over $7.2 million
in transient occupancy tax in fiscal year 2012-2013.
It was the fourth largest tax generator of the city's
general revenues. The Bureau's partner hotels
employ over 925 associates.
Food & Beverage 29%
Air Transportation 4%
Transportation & Fuel 18%
Accommodations 18%
Retail Sales 16%
Art, Entertainment &
Recreation 15%
California remains the number one travel destination in the United States. Domestic leisure travel to
California will outpace business travel, according to the Tourism Economics 2013 report. Over the past
three years, the Bureau has been focused on leisure, transient business. The feeder markets the Bureau
targeted over the past year include Los Angeles, Phoenix, Las Vegas, San Francisco, Seattle, San Diego,
Palm Springs and the Inland Empire. Markets that directly fly into John Wayne Airport, Orange County,
and the drive market will continue to be a priority for the Bureau. Some of our marketing outreach
to this segment included banner ads, email blasts, radio, elevator communication, billboards, email
newsletters and print.
Annual Domestic Leisure Trips to California
(Annual % Change)
•r-2012
2013•14 RW -2015
2.0% 2.3% 2.6%
2016
2.7%
Total
3.1% 2.2%
California
3.0%
2.0%
1.8%
2.1%
2.4%
2.6%
Primary Markets
5.2%
2.9%
3.2%
3.6%
3.7%
2.6%
Arizona
5.2%
3.5%
3.2%
3.3%
3.5%
2.3%
Nevada
6.3%
1.3%
3.0%
4.6%
4.4%
2.4%
Oregon
2.6%
3.9%
2.4%
2.7%
3.4%
3.1%
Washington
6.5%
3.3%
3.6%
3.2%
3.0%
2.5%
Utah
4.9%
2.8%
4.1%
4.0%
3.9%
3.3%
Colorado
Opportunity Markets
Texas
5.1%
3.1%
3.4%
3.7%
4.0%
3.1
3.5%
3.3%
3.3%
3.5%
4.1%
3.2%
4.4%
3.9%
4.4%
4.7%
5.0%
3.9%
New York
1.2%
2.1%
1.8%
1.9%
3.1%
2.2%
Illinois
5.1%
3.8%
3.2%
3.4%
3.5%
3.2%
Rest of U.S.
1.3%
2.7%
2.1%
2.2%
2.5%
3.2%
Source: Tourism Economics. Historical sources: 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 tends to be more volatile than total visitor volumes.
10 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 11
California welcomed 15.3 million international travelers in 2013. International visitors are the state's most
valuable tourists. They spend the most (2013 estimates are $22.1 billion), and their average length of stay
exceeds that of the domestic traveler. A growing middle class internationally, coupled with the value of
the U.S. dollar, suggests that international visitation will outpace domestic travel for some time to come.
This past fiscal year, the Bureau began marketing the City of the Arts" to China, Canada and Mexico.
Along with our desire to welcome these guests to our city, the Bureau has invested in translation of our
website and marketing collateral to reach these international markets. Within the next few years, we will
be expanding our reach to additional countries. We will leverage our marketing funds and continue to
partner with the Orange County Visitors Association and Visit California.
Annual International Leisure Trips to California
(Annual % Change)
•
Total 9.1% 5.5%
•
4.5%
•
4.4%
•
4.3%
2016
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%
Source: Tourism Economics. Historical sources: CIC Research, OTTI
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 tends to be more volatile than total visitor volumes.
12 COSTA MESA CVB ANNUAL REPORT
66.5 million trips
Domestic 78%
International 22%
$106.4 billion in spending
Domestic 61
International 39%
China
As Visit California notes, California is the top
U.S. destination for Chinese travelers. In 2013,
visitors spent an estimated $2.2 billion. Chinese
visitors spend approximately $2,500 per trip,
which exceeds the spending of any other traveler.
Increases in disposable income and a strong
currency have contributed to the Chinese desire
to travel.
One hundred million Chinese are expected to
travel abroad by 2015. Within another 10 years,
the number of Chinese travelers is estimated at
200 million. California welcomed 280 nonstop
flights per month from China.
The average length of stay for the Chinese traveler was 13.8 days in 2012, which has grown over 30%.
The top five desired California destinations are Disneyland, Hollywood, Universal Studios, Los Angeles
and beaches. According to a study Hall & Partners conducted in August 2012, 47% of people polled
would like to visit Orange County and 53% would like to learn more about it. An estimated 40% of
overall spending in 2012 was on shopping, followed by 21% going towards accommodations and 10%
on food and beverage, according to the U.S. Department of Commerce.
0
At_
Visit to Beijing and Shanghai in October
and China Familiarization Trips to Costa Mesa
November, December, February
14 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 15
Canada
Canadian visitors in 2012 spent $2.1 billion
in California. Canada is the second-largest
international market for the state, and an annual
growth of more than 4% is expected through the
next two years.
Reasonable airfares, great weather, cultured cities
and a diverse selection of dining experiences are
features the Canadian traveler can experience here.
According to Statistics Canada, 33.4% of
Canadian visitors in 2012 came from British
Columbia and 27.4% came from Alberta.
The projected average length of stay in 2013
for the Canadian traveler is almost 10 days, which has grown over 11% compared to the previous year.
According to the Hall and Partners study from August 2012, 35% of those polled would like to visit
Orange County and 50% would like to learn more about it. Visa Vue 2012 reported that 33% of total
credit card spend was on shopping.
The Bureau began marketing the City of the Arts'" in the second half of this fiscal year. A sweepstakes
was created with partners John Wayne Airport, Orange County, and South Coast Plaza targeting those
in British Columbia. This co-op campaign launched in February 2014. The Bureau looks forward to
increasing awareness to this group of travelers and will continue to do so in the upcoming fiscal year.
Mexico
According to Visit California, over 7 million
Mexican travelers visited California in 2012.
504,000 people traveled from Mexico to
California via air travel in 2012. This was a 6%
increase from the previous spending of $498
million. Mexico's growing economy as well as
an overall disinflation contribute to making
outbound travel desirable.
In 2013, there were 420 nonstop flights to
California. In October 2012, Interjet introduced
daily service to Mexico City and Guadalajara
from John Wayne Airport, Orange County
(JWA). Today, JWA has four daily nonstop
flights to Mexico. The number of passengers
serviced on these flights in 2013 was more
than 300,000.
Shopping was listed as the top spending category of a visitor's overall spend among air travelers (33%). As
the Hall & Partners, August 2012 study reports, 39% of those polled would like to visit Orange County and
44% would like to learn more about it. Within the next fiscal year, the Bureau's efforts in partnership with
the Orange County Visitors Association and Visit California will focus on air travelers who spend more
in the state. Specifically, we will concentrate on air travel to Mexico City and Guadalajara as direct flights
on Interjet and AirTran are offered into JWA.
16 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 17
Partnerships
John Wayne Airport, Orange County
John Wayne Airport (JWA) served more than 9.2 million passengers in 2013; the airport saw an increase
of 4.2% compared to 2012. It is the only airport in Orange County that provides commercial passenger
and air cargo service. With over 20 nonstop destinations, the airport welcomes both domestic
and international travelers.
Visitor spending greatly impacts our regional economy and helps sustain jobs. In March 2014, the airport
announced its economic impact results, conducted by InterVISTAS Consulting LLC, for calendar
year 2012. This study measured the direct, indirect and induced economic impacts generated by JWA
in Orange, Los Angeles, Riverside and San Bernardino Counties. 2012 was the first year since 2008
with positive passenger growth, serving nearly 8.9 million passengers. 2.3 million domestic and 56,000
international visitors arrived at JWA in 2012. Domestic visitors arriving through JWA spent $1.8 billion,
and international visitors spent $40.4 million.
JWA has provided direct air service between Orange County and Mexico
for nearly two years and during this time has served about 500,000
passengers. Today, JWA offers daily nonstop service to Cabo San Lucas,
Guadalajara and Mexico City. Through the direct efforts of JWA, the
Orange County Visitors Association (OCVA) and the Bureau are working
on an initiative with Interjet to better understand the marketing opportunities
in Mexico in relation to building awareness about Orange County and
marketing to travelers visiting our destination. As the Bureau embarks on
international marketing efforts, we will partner closely with JWA and OCVA
to ensure the City of the ArtsT" is represented as a "must -see" destination in
Orange County.
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This past summer showcased the first tourism -related Orange County banner at the airport, displayed
outside terminal B baggage claim (late August 2013). Working closely with the marketing team of
OCVA and JWA, 10 cities were showcased welcoming travelers to Orange County.
Throughout the year, the Bureau identifies opportunities to market our city along with other Orange
County city destinations. In December 2013, JWA and the Bureau joined forces to create a one-page
ad for Delta Sky highlighting shopping, the arts and dining in Costa Mesa, as well as the convenience
of our neighboring airport. In addition, there was a 19 -page spread profiling Orange County as a top
destination focusing on shopping, beaches, picturesque weather, outdoor adventure, amusement parks
and great schools. Costa Mesa was recognized in the editorial for shopping, the arts and dining.
Taking advantage of the direct flight servicing nearly 75,000 passengers to and from Vancouver, the
Bureau launched our first-ever Vancouver Sweepstakes, with JWA and South Coast Plaza as our
primary partners. The campaign began in February and will run through mid-May. Online marketing,
social media and print ads support the sweepstakes. The winner will receive round-trip airfare to
JWA, three nights accommodations at the Avenue of the Arts Wyndham Hotel, a $5,000 shopping
spree at South Coast Plaza and an array of dinner and lunch certificates to Costa Mesa's top dining
establishments.
The Bureau will continue to partner with the airport and market to our feeder cities serviced by JWA
services in an effort to drive leisure, transient weekend business to our partner hotels. Branding the
City of the ArtsT" and highlighting the convenience of the airport will remain a focus.
18 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 19
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The 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 for the visitor industry and is the only organization that promotes the entire county.
The Bureau continues to play an active role on the OCVA Board of Directors and co-chairs the
Marketing Committee. In 2013, Ed Fuller was named OCVAs president and has worked diligently
to make great strides in marketing Orange County. Ed is an internationally recognized hospitality
industry leader. Most recently, he retired after 22 years working for Marriott International as president
and managing director of international lodging. With Ed's leadership and direction, OCVA accomplished
several initiatives, including the first China sales mission. He previously launched several international
programs and is now planning an annual conference that brings together industry leaders and
government officials. Furthermore, Ed is working with California State University, Fullerton to expand
the Center for Entertainment and Tourism Communications.
Leveraging international opportunities with the OCVA has been a priority for the Bureau within the
last year. In 2013, the Bureau became a China Initiative Pioneer along with neighboring cities and
organizations to attract and educate the Chinese about Orange County and the specific attributes of
the City of the Arts". Within the last year, we have benefited from familiarization (FAM) trips, inclusion
in Orange County marketing materials, presentation of city hotel packages, representation in Governor
Brown's China Trade Mission, press conferences and sales calls designed to entice the Chinese visitor
to stay in Orange County. Two full-time sales managers stationed in Beijing and Shanghai have been
working closely with travel and tour operators to promote our destination and Orange County. As
a direct result of this initiative, our hotel partners will see 900+ room nights in the upcoming months.
Educating the market, selling room night packages, and developing FAM trips to Orange County are
our sales managers' primary goals.
The City of the Arts" is represented on the OCVAs Chinese -language website, which launched in
April. Costa Mesa will also be promoted on OC WeChat, a mobile text and voice messaging social
communication service developed in China with 550 million users. Additional marketing efforts, such
as point-of-purchase flyers, will be distributed by wholesalers to their retail outlets during key travel
dates in 2014. Leisure travelers (an estimated 80-85 million travelers) purchase trips from retailers using
wholesaler packages.
The Bureau participated in a major trade mission to China with OCVA in October and visited Beijing
and Shanghai. Twenty-five sales calls and two press conferences were held during this mission. Within
30 days of that sales trip, the Bureau hosted its first FAM trip with 34 reps from China. Two more FAM
trips followed in the months of December and February, when the Bureau hosted an additional 30+
travel decision makers along with international media.
20 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 21
Fiscal Year 20132014
July
$198,412.13
$202,380.37
August
$210,830.39
$215,047.00
September
$211,218.38
$215,442.75
October
$253,470.71
$258,540.12
November
$186,083.24
$189,804.90
December
$192,974.49
$196,833.98
January
$168,712.55
$172,086.80
February
$161,849.43
$165,086.42
March
$173,700.85
$177,174.87
April*
$166,980.00
$170,319.60
May*
$165,994.00
$169,313.88
June*
$160,779.00
$163,994.58
* Projected numbers as BIA checks for these months have not been received.
Fiscal Year 20142015
Total Marketing Expense $1,670,646.13
Online Marketing/ Display Ads/ Eblasts/ Familiarization Tours/Promotions/Print Advertising/
Sponsorships/Video Production/Tradeshows/ Brochures/ Hotel Marketing Fund
Total Employee Expenses
$411,360.22
Salaries/ Payroll Taxes/Workers Compensation/ Employee Benefits
Payroll Services/ Incentives
Total Administrative Expenses
$168,329.90
City Collection/Accounting Audit/Mileage/Bank Charges/Dues & Subscriptions
Insurance/Office Supplies/Rent/Parking/Postage/Telephone/
Travel/Meetings & Conferences
Total Legal Expenses
22 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 23
COSTA MESA CVB ANNUAL REPORT 25
Fiscal Year 20132014
The Bureau continues to execute a marketing plan that encompasses a balance of branding and tactical
elements geared towards increasing overnight leisure travelers. Focusing on consistent brand messaging
using the Art of Fashion, Art of the Stage, and Art of Dining, the Bureau continues to work with Myriad
Marketing to reach our target audience through a variety of channels.
BRANDING VS. TACTICAL
Brandin
Tactical 43%
57%
BRANDING:
• Online/Digital Media
• Print Media
• Outdoor, Broadcast, Events
• Public Relations
• Social Media
• SEO-Google Ad Words & Bing/Yahoo Ads
TACTICAL:
• 50 Reasons to Stay Campaign
• Canada Sweepstakes Co -Op Campaign
• Pandora Radio/Online
• KJZZ Radio/Prize Campaign
• Social Media
• SEO-Google Ad Words & Bing/Yahoo Ads
Audience Overview
Traffic on Travel Costa Mesa.com continues to grow significantly as a result of strong marketing
initiatives, a growing social media presence, and a heavy focus on search engine optimization (SEO).
The Bureau focuses on researching top keywords and applying them to well-written and relevant
content, which contributed to an increase in organic (non-paid/natural) search traffic.
These efforts have resulted in an increase of 89% in total visits, from 102,006 to 192,894. Unique visitors
increased 85%, from 86,579 to 160,156, year over year. Our audience is viewing more content with an
average of 3 pages per visit. Total pageviews increased by 150%, from 231,301 to 577,668, and bounce
rate decreased by 25%.
JUL'12-FEB'13
JUL'13-FEB'14
16% ° 9%
T � 1 0 A
84% 81% I
New Visitor
Returning
Visitor
Source: Google Analytics
26 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 27
Audience Demographics
Over 90% of traffic to Travel Costa Mesa.com comes from the United States, with California, Arizona
and Washington as the top three states. Visits from Washington significantly increased by 773% year
over year from 876 to 7,644 as a result of geo-targeted print ads and key Ad Words campaigns. It is
crucial we continue to use print as part of our marketing strategy to drive awareness and improve brand
recognition for Costa Mesa.
The Bureau has recently expanded its marketing efforts internationally into China, Canada and Mexico.
China is the world's fastest-growing major economy, and California is the most desired U.S. travel
destination. With an increase in nonstop flights to California, there has been an increase in visitors from
Canada and Mexico over the past few years. Over 100 pages of Travel Costa Mesa.com content have
been translated into Mandarin and Spanish to cater to these emerging markets. The Bureau plans to
further those efforts by hosting Travel Costa Mesa.com in China and Mexico by purchasing domains.
Source: Google Analytics
Translated Website Pages
Mandarin
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28 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 29
Access by Device
The mobile landscape is rapidly evolving, with more generations of smart devices available and higher
consumer demand for mobile usability and responsive design. Mobile has become an increasingly
important factor in how people interact online and how they are searching for content, and it will
continue to increase in coming years.
Mobile devices represent more than 50% of total visits to Travel CostaMesa.com. Mobile outperforms
desktop, reflecting a 347% increase (18,344 to 81,914) year over year compared to an increase of desktop
users by 27% (72,630 to 92,084). It is critical that we leverage the increasing demand for mobile access
and continue to focus more on mobile site functionality and user experience in an effort to drive more
traffic to Travel CostaMesa.com.
Mobile Site
rCISTA ME=S,#Y O/ rVIL pL�ssr
FOLLOW US
100%
80%
60%
40
20%
0%
Tablet
Z ..
r Desktop
Source: Google Analytics
Organic Traffic
Organic search represents the largest amount of traffic to Travel Costa Mesa.com and continues to
increase as we introduce more keywords, pages and activities to our site. Google continues to be the
dominant search engine for internet users; however, traffic continues to improve for Yahoo and Bing
year over year.
More and more users are visiting the Bureau's site as an information resource for venues, events,
attractions, deals and activities in Costa Mesa. The Bureau takes pride in creating quality content and is
highly aware of our followers' interests through our social media, blogs, newsletters and site traffic analysis.
Jul'12-Feb'13
6% 4%
r
L
J
Jul'13-Feb'14
6%
■ Google
■ Bing
■ Yahoo
Source: Google Analytics
30 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 31
Top Viewed Pages
Mobile traffic made an unprecedented jump with an increase of 1,933% from 4,174 to 84,845 year over
year. The two marketing campaigns that had the most impact were 50 Reasons to Stay and Costa Mesa
Restaurant Week. The 50 Reasons to Stay campaign successfully achieved over 2,600 room nights, with
a 244% increase in web traffic year over year. Costa Mesa Restaurant Week traffic increased 155% from
16,935 to 43,156 year over year.
Source: Google Analytics
Top Viewed Pages
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HOTEL DEALS
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32 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 33
Social media is imperative to online
marketing efforts because it helps drive
brand awareness, provides a "unique" voice
for the Travel Costa Mesa brand, drives
visitors to the website and increases our
online reputation. Engaging our visitors
through social media is the evolution
of communication today, as people
increasingly feel the need to share their
interests through an online community.
The Bureau creates rich content and
builds Travel Costa Mesa as a trusted
"go -to" source for information. The number
of social media followers has grown
across each outlet. The number of social
referrals, or visits to Travel Costa Mesa.com
directly from social media sites, has grown
substantially. Facebook referrals increased
by 190% and Twitter referrals grew by
997% year over year. All social media
traffic has increased through organic
efforts, which leads to more loyal and
engaged followers who are likely to share
information with friends.
Tumblr Google+
Pinterest <1% 2013 <1%
1%
logger Hootsuite
Tripadvisor °
15%
Yelp ------ I -- --------
Facebook
58%
Twitter
12%
Pinterest Blogger
1%
Tripadvisor
9% y
Tumblr Google+
2014 <1% <1%
Hootsuite
Twitter
32
Facebook
43%
Social Media Followers
34 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 35
The Travel Costa Mesa.com calendar is updated on a
regular basis. In 2013-2014, the calendar page received a
total of 28,114 pageviews, with 14,842 unique pageviews.
The number of pageviews increased by 89% and unique
pageviews increased by 39% year over year. The number
of mobile users who viewed the Travel Costa Mesa.com
calendar increased by nearly 600%.
Calendar Of Events
March 2014
2 3 4 5
9 10 11 12
16 17 18
23 24 25
30 31
19
IBAcx ■N=I
1
6 7 8
13 14 15
20 21 22
26 27 28 29
Shen Yun brings to Ilfe 5,000 years of
Chlnese clvlIIzatlon through classlcaI
Chlre-se -6ance ano music In an
exhlIarad ng show you wlII never forget.
18th 5t. Patrick's Day Celebration &
Green Festival
03.16.2014 1 Learn Mere
I Love Lucy Live On Stage
03.16.2014 1 Learn More
Orange County's Largest Mixer
03.19.2014 1 Learn More
Patti Lu Pone
03.22.2014 1 Learn More
The Travel Costa Mesa blog is updated 1-3 times per
week with original content about events, food, shopping
and the performing arts. Through the blog, the Bureau has
been able to further establish strong partnerships within
the city. The blog is important for our website ranking
and SEO efforts, in addition to engaging with our visitors.
Focused keywords help strengthen Google rankings for
Travel Costa Mesa.com.
This year, the blog received 49,957 pageviews, an increase
of 78% over last year. The blog received 34,462 pageviews
as a result of direct clicks from links shared via social media
or the monthly newsletter. The average time spent on the
blog remains the same, at 1:59 per visit.
DSTA MESIO
ettr OF THE Atha- STAY SHOP
Costa Mesa Conference and Visitor Bureau Blog
C.aaia Un > F.W a V.Mda 1.. do Y. Go— r w. Crnla Mfu 0—W GhA,
Fireside Tavern of Crowne Plaza Cosfa
Mesa Orange Counfy
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Travel Costa Mesa shared a link.
Posted by Costa Mesa Cvh III - March 18
I Love Lucy Lice On Stage opens tonight at Segerstrom
Center For the Arts! Visit us on Twitter to learn how you
can win a FREE pair of tickets For the show on Thursday,
March 20!
I Love Lucy& Live On Stage -
www.travelcost amesa.com
Witness one of the most beloved shows in TV history like you've
never seen it before in I Love Luty@ Live On Stage at Segerstrom
Center for the Arts.
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36 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 37
!7
9
There are currently 20,665 subscribers to the Bureau's monthly email newsletter. New subscribers
are added weekly through partnerships with Orange County Visitors Association, Sunset Magazine,
Go-California.com, Visit California and lead generation activities such as online sweepstakes or
tradeshow engagement.
COSTA ES
CITY CF THE ARTS'
2014 OC Marathon
The OC Marathon is cn May 4, 2014. 8cok
ncwr and stay the night in a participating
Costa Mesa hotel and get FREE shuttle
serviee to and from the race.
Scott's Wedding Open house Costa b-icsa 55 Tavern+ Howl
$#11m1�ry, M1�ucN {dl k • 12- ppm
Enjoyappet¢ers and champagne while The trendy new howling alleyapens.
you mingle with 00s top wedding tonight at The TriangIE!
vendors.
HOME I At 0001 U5 I PRESS BOOM I CONTACT US I S11E MAP I M�MNGS & EV�MTS
COSTA MESA CVB ANNUAL REPORT 39
The Bureau used print advertisements to showcase the city of Costa Mesa as a leisure destination
to travelers meeting our target demographics. The ads were geo-targeted to California, the Pacific
Northwest and Southwest states. The advertisements focused on the city as a warm -weather
destination, highlighting shopping, dining and theater experiences. Print advertisements received
over 2.5 million impressions.
Media Outlets
REALSIMPLE
yes, walking wo.4
PLAYBILL
Print Creative
...>..C_F .%V....,.�.......�.._, COIAMESA
VISIT TRAVE 0STAMISA.COMMMO - v_
40 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 41
V
The Bureau continued the successful 50 Reasons to Stay online tactical campaign to drive overnight
stays to Costa Mesa. Online banner advertisements and specialized email blasts featured this gift card
offer, with a call to action driving online visitors to a landing page on Travel CostaMesa.com.
The campaign targeted leisure travelers, including the LGBT market, in California, Arizona, Nevada,
Oregon and Washington. The campaign ran during the summer and holiday timeframes. Banner ads,
radio, billboards, in -elevator video, email and print were used to promote this package. Over 2,600 room
nights were booked with this promotion.
Media Outlets
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COSTA MESA CVB ANNUAL REPORT 43
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44 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 45
Highlighted successes as a result of attending
the IPW tradeshow in 2013 were:
• $20k in booked room night revenue
• 6 -page spread in Food and Travel, Mexico,
highlighting the City of the ArtsT" as a destination
to the discerning Mexican luxury traveler
COSTA MESA
Quality is
Tntr.rnatinnal T)"tination
In an initiative to expand marketing efforts to the Canadian marketplace, the Bureau partnered with
John Wayne Airport, Orange County (JWA) and South Coast Plaza to launch an online campaign
targeted to Vancouver and the greater British Columbia area in the spring of 2014. The campaign
landing page www.traveIcostamesa.com/freegetaway launched in February 2014 and was developed
in both English and Mandarin.
The Bureau targeted Vancouver not only for its nonstop flights to JWA, but also because the area has
one of the largest populations of Chinese residents in Canada. We chose to place a print campaign in
Sing Tao Daily because it is the largest and best-known Chinese language newspaper in Vancouver.
The online and print advertisements showcased a sweepstakes offer to win a trip to Costa Mesa.
The package includes a $5,000 shopping spree at South Coast Plaza, accommodations, dining,
and round-trip airfare to JWA.
Press releases were issued from the Bureau and JWA to key media and bloggers. Targeted ads with
Facebook and Twitter will continue through May.
Media Outlets
0-ON19 ra
Expedia- SING 100 00ILY
Wk,, I- 6..k mks.
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Vancouver The Province
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magazine
46 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 47
Creative
English Version
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COSTA ME51�
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ENTER FOR A CHANCE TO WIN
A TRULY ONE -OF -A -KIND, ALL INCLUSIVE TRIP .0 SUNNY COS.A MESA, CALIFORNIA
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• Roundtrip airFare for two from
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48 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 49
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50 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 51
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The Bureau continues to be a sponsor of the OC Marathon, an annual Orange County event with over
14,000 participants. All 10 of our hotels host runners overnight for this marathon. Within the last three
years, more than 1,600 room nights were booked as a result of the race. In 2014, the Bureau will offer
complimentary shuttle transportation to and from the race for those guests spending the night in our
partner hotels. This will be the third year that the Bureau has offered this shuttle service.
Tht! Costa Mesa Conference and Visitor Bureau is
Pleased to provide comp!lrrtentary rare day shuttles"
Lo and from the tate for participants with confirmed
reservation, hookers through this website, anty at a
Costa Mesa Hotel listed below.
ofXCI1SIVFOFFERFORPARTICIPATING The Costa Mesa Hotels will provide wrist bands to,
COSTA MESA HOTELS ONLY shuttle rransportaTion for up to 2 guest; per booked
roam Shuttle schedule will be provided upon cneck in -
There will be ONE departure time to the start line of each race, There will be se%v(al pick up times from the finlsh
line of the race back to your hotel.
To reserve your spot on the shuttle you must: a) First, reserve a room at a participating CIC Marathon Costa
RM hotel fisted below and b) complete the shuttle sign-up form no later than April 2S, 2614. IF you do not
complete the shuttle sign-up form, you will not receive a wrist band for shuttle transportation and you will
need to make your own Arrangements.
Click Here to Take Survey
Hi
Looking for a place to stay during our 10th Anniversary Event weekend?
the OC Marathon has partnered with preferred event hotels In Newport Beach and Costa Mesa hotels to offer a Special
Rate for those requesting the "OC Marathon" room block. This is an opportunity be welcomed as a marathon guest, enjoy
amenities tailored specifically to your needs during the OC Marathon weekend and to stay with fellow runners. Make sure
you mention OC MARATHON 2014 when you rewire your room.
Official Headquarter Hotels
Hilton Orange County/Costa Mesa
'Official Finish Linc Hoter Comphmertary, a -r conditioned roach shutfle ser,.
start and back from the finish. Rates starting at $1 l4.00S1n0,uJQbl.
Start Lone' 5.90 miles
114n4sh tine, 1.85 M+ks
Mention '0CMARATH0N 2014' for b esT P"cing:
3w W00 street
Costa Me%A. CA.
SOO.A45-8667
COSTA MESA CVB ANNUAL REPORT 53
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The City of the Arts" showcased the marketing pillar, the Art of Dining, through Costa Mesa
Restaurant Week" (CMRW). A total of 40 restaurants participated in CMRW 2013. The kickoff party
was at Noguchi Garden, and Orange Coast Magazine was the media sponsor. This private event raised
over $18,000 for Someone Cares Soup Kitchen. CMRW was advertised through various mediums such
as print ads, buses and bus stop ads, online, email blasts and social media.
COSTA MESA
11:1N
RESTAURANT WEEK
August 16-23. 2013
Crgvy spiucGiul IUnc r1 unu uinrrer mcity viwrs
at top Costa Mesa restaurants
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CostaM eso Restaura ntweek.org
COSTA MESA
H Ito 110'
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August 16- 23. 201
COSTA MESA CVB ANNUAL REPORT 55
In 2011, the Bureau purchased the Costa Mesa sponsorship page on TripAdvisor. Users who search for
Costa Mesa are directed to our destination page. The sponsorship page includes information about the
city, as well as photos and links to Travel Costa Mesa.com. We continue to own and maintain our page.
Geo -targeted online banners ran for the 50 Reasons to Stay campaign and the Canada sweepstakes
campaign throughout the year.
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THE ART OF
THE
WEEKEND
COSTAMESA
Costa Rosa weather
..��nn1i�1•
Google AdWords & Bing/Yahoo Ads
SEO has seen a significant increase in figures compared to the same period last fiscal year. We achieved
approximately four times the number of clicks this year as compared to last year, and the number of
impressions increased by over two million. The average click -through rate nearly tripled, while the
average cost per click decreased.
Several SEO campaigns include:
• 50 Reasons to Stay tactical campaigns
• Costa Mesa Restaurant Week campaign
• Costa Mesa hotel stays during marathons — OC Marathon and Surf City Marathon
• Canada Sweepstakes campaign
• General branding campaign
3 NIGHTS ACCOMMODATON ItJ
WINCOSTA MESASOUTHE
Costa Mesa, CA
i�
1�
Concerts, gallerys, amazing
exhibitions. Learn More! n r-u:sA,
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Learn Mora
COSTA MCSq
CALIFORNIrA
56 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 57
The Bureau continues to seek new PR opportunities in an effort to share newsworthy content about
Costa Mesa. Examples of some of the press releases developed are:
• Avenue of the Arts Wyndham Hotel Awarded Coveted AAA Four -Diamond Award
• Costa Mesa Hosts China FAM Trip
• Canada Co -Op Sweepstakes
• Costa Mesa Welcomes New Marketing Manager
In May, we will participate in the KJZZ Travel & Adventure Expo in Phoenix and Visit California's
San Francisco Media Event. These events allow us the opportunity to reach qualified, targeted
consumers as well as media professionals to expand our media database.
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By Randy Economy
Master Chef Carlos Garcia has been on a roll lately, and is gWddy
establishing himself as a tally gifted "culinary magicians" here in Southern
California.
® Garcia, a native of the Pico Rivera area, has once again created dining
KuppuN Ara magic in the exclusive enclave of Costa Mesa by revamping "The Silver
Trumpet" Restaurant, located in the always tong Wyndam Hotel located at
3:3qu Avenue of the Arts, near the Segerstrom Center for the Performing Am.
o.e4..e k.bi i
•,p14� Before cable networks like the Bravo network eves dreamed up "rop Chef,"
Chef Carlos Garcia was in the trenches teaching the craft to local high
jmrBYYwIJ..Y1 school students in the Cerritos, Artesia, Norwalk area through a culinary
arts program be created when he oversaw "Grille 91" at the Cerritos Sheraton
Hotel which coincidentally is located just feet away from another upscale
+ performing arts center.
C1 Garcia's has the flare and dedcatton in attracting and training some of the
hest and brightest new chefs, and staff members surrounding him at all
times.
■
I Fa
58 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 59
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Revamping'Silver Trumpet' in Costa Mesa
Ayres Suites P0F1Be Mesa
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TraveI deals: Costa Mesa, San JiDSe,
Northern Lights
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�rrrrlrs r._ts 4.,r� lar.r, r.r�rr►rrurtktlr...orro,wxl
.+a4 rJ.vr
By Randy Economy
Master Chef Carlos Garcia has been on a roll lately, and is gWddy
establishing himself as a tally gifted "culinary magicians" here in Southern
California.
® Garcia, a native of the Pico Rivera area, has once again created dining
KuppuN Ara magic in the exclusive enclave of Costa Mesa by revamping "The Silver
Trumpet" Restaurant, located in the always tong Wyndam Hotel located at
3:3qu Avenue of the Arts, near the Segerstrom Center for the Performing Am.
o.e4..e k.bi i
•,p14� Before cable networks like the Bravo network eves dreamed up "rop Chef,"
Chef Carlos Garcia was in the trenches teaching the craft to local high
jmrBYYwIJ..Y1 school students in the Cerritos, Artesia, Norwalk area through a culinary
arts program be created when he oversaw "Grille 91" at the Cerritos Sheraton
Hotel which coincidentally is located just feet away from another upscale
+ performing arts center.
C1 Garcia's has the flare and dedcatton in attracting and training some of the
hest and brightest new chefs, and staff members surrounding him at all
times.
■
I Fa
58 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 59