Beverly Hills City Council
May 24, 2022

AGENDA REPORT
Meeting Date: May 24, 2022
Item Number:

To: Honorable Mayor & City Council
From: Laura Biery, Marketing and Economic Sustainability Manager Subject: RECOMMENDATION OF THE BEVERLY HILLS CITY COUNCIL

LIAISON / CVB / MARKETING COMMITTEE REGARDING THE
FISCAL YEAR 2022/2023 WORK PLAN AND FUNDING REQUEST BY

RECOMMENDATION OF THE BEVERLY HILLS CITY COUNCIL
LIAISON / CVB / MARKETING COMMITTEE SUPPORTING THE 2022

BOLD SUMMER FUNDING REQUEST BY THE BEVERLY HILLS
CONFERENCE AND VISITORS BUREAU;

AUTHORIZE THE CITY MANAGER TO EXECUTE AN AGREEMENT

BETWEEN THE CITY OF BEVERLY HILLS AND THE BEVERLY
HILLS CONFERENCE AND VISITORS BUREAU FOR THE 2022
BOLD SUMMER MARKETING CAMPAIGN; AND
APPROVE A FISCAL YEAR 2021/2022 PURCHASE ORDER FOR

THE BEVERLY HILLS CONFERENCE AND VISITORS BUREAU IN
AN AMOUNT NOT TO EXCEED $150,000 FOR THE 2022 BOLD
SUMMER MARKETING CAMPAIGN.

Attachments: 1. Presentation from the May 18, 2022 Liaison Meeting Reviewing the Fiscal Year 2021/2022 Work Plan

2. Presentation of the Fiscal Year 2022/2023 Work Plan and Funding Request

RECOMMENDATION
Staff recommends that the City Council review the recommendations of the Beverly Hills City Council Liaison CVB / Marketing Committee and take the following actions:

1. Approve the recommendation of the Beverly Hills City Council Liaison / CVB / Marketing Committee (Committee) of the Beverly Hills Conference and Visitors Bureau (CVB’s) Fiscal Year 2022/2023 Work Plan;

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THE BEVERLY HILLS CONFERENCE AND VISITORS BUREAU;
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Meeting Date: May 24, 2022

2. Approve the recommendations of the Committee for the CVB’s 2022 BOLD Summer Marketing Campaign;

3. Authorize the City Manager to execute an agreement with the CVB for the 2022 BOLD Summer Marketing Campaign;

4. Approve a Fiscal Year 2021/2022 purchase order in the amount of $150,000 to the CVB for the 2022 BOLD Summer Marketing Campaign; and

5. Waive the bidding requirements per Beverly Hills Municipal Code 3-3-204 (D) as the CVB, through its mission and partnership with the City, represents certain unique aspects of attracting tourists and performing marketing while maintaining the City’s brand; thus, it would be in the best interest of the City to continue to utilize this vendor for these services.

INTRODUCTION
On May 18, 2022, the Committee, consisting of Mayor Lili Bosse and Councilmember Robert Wunderlich, reviewed the CVB’s annual work plan and funding request for FY 22/23, a recap of the marketing initiatives from the Fiscal Year 21/22 (FY 21/22) work plan, and the CVB’s 2022 BOLD Summer proposal.

This item seeks City Council approval of the recommendation from the Committee supporting the CVB’s proposed annual work plan and a corresponding funding request in the amount of $4,261,470 for Fiscal Year 2022/23 (FY 22/23). Additionally, this item seeks approval of the recommendation of the Committee supporting the CVB’s 2022 BOLD Summer proposal as well as authorizing the City Manager to execute an agreement with the CVB for this proposal and issuance of a corresponding FY 21/22 purchase order in the amount of $150,000.

DISCUSSION
The City contracts with the CVB to conduct a variety of tourism and marketing programs promoting Beverly Hills. The CVB received City funding to promote Beverly Hills worldwide as a stay, shop, and dine destination through marketing programs and events that build awareness and drive consumer revenue to the City.

Accomplishments from the CVB’s FY 21/22 Work Plan
While both international and domestic travel in FY 21/22 continued to be impacted by the COVID-19 pandemic, there were many positive accomplishments by the CVB related to promoting and marketing the City of Beverly Hills to stay top of mind with travelers. This includes:

Marketing
 Sing for Hope Pianos
 Rodeo Drive the Podcast Partnership
 Far from Ordinary Campaign
 NBC Southern CA Broadcast Videos (Rodeo Drive Holiday and Destination)  Content Collective
 Super Bowl Campaign
 Frieze
 Concours d’Elegance Partnership
 Visit CA Co-Op
 Love Beverly Hills TV Commercial
 Beverly Hills Summer Duets Video Series
Meeting Date: May 24, 2022

Trade Activities
 New York (NY) Sales Mission
 Group Trade Travel Shows and Sales Missions
CVB’s Proposed FY 22/23 Work Plan
As more individuals are vaccinated, and the COVID-19 pandemic subsides, travel is anticipated to continue to increase. While tourism is not anticipated to recover fully to pre-pandemic levels until 2024, there is a pent up demand both domestically and internationally to travel. The CVB’s work plan focuses on attracting visitors back to Beverly Hills.

Marketing
 Short Film
 Hotel-Focused Campaigns in Fall 2022 and Spring 2023
 Co-op Programs with other Destinations
 NY Sales Mission
 Domestic Public Relations campaign including:
o Domestic media familiarization trips
o Visit California media missions in San Francisco, New York, and Los Angeles
 Meetings, Incentives, Conferences, and Exhibitions (MICE) including o Milken Support
o Global Travel Market (“GTM”)
o Visit California Forums
o Financial & Insurance Professionals (FICP)
o Meeting Professionals International (MPI)
o Roadshows in Midwest, Texas, Kansas City, and New York o Society for Incentive Travel Agents (SITE)
International Marketing
 Trade Shows
o Worldwide Exhibition for Incentive Travel, Meetings & Events (IMEX) o International Luxury Travel Market (ILTM) North America o Booth Storage
 Representation
o Middle East, United Kingdom, Australia, and new for this year Mexico Metrics/Research
 Smith Travel Research
 Visa
 Datafy Geotracking
Many of the items in the CVB FY 22/23 work plan support the goals and action items of the updated Economic Sustainability Plan. One of the key focus areas of the Economic Sustainability Plan is “Brand” and the CVB’s FY 22/23 work plan focuses heavily on brand awareness to attract and bring back travelers to Beverly Hills.

Outside of Work Plan Funding Items Occurring in FY 22/23 Not included in the CVB’s FY 22/23 work plan are additional funding asks related to 2022 BOLD Summer, 2022 BOLD Holidays, and a potential U.S. Open Event to occur in Meeting Date: May 24, 2022

June 2023 (for the 2022 BOLD Holidays and the U.S. Open Event the CVB will return at a later date with funding requests if needed).

From 2017-2019 the CVB funding related to BOLD Summer and BOLD Holidays has alternated between being funded and approved as part of the annual work plan contract with the CVB or being added as an additional add-on to the work plan contract with the CVB often dependent on the scope of work for the initiatives proposed. 2022 BOLD Summer Street Pole Banners and AdvertisingThe CVB presented two options for the 2022 BOLD Summer street pole banners and advertising campaign. The first option was to have the CVB create new art work for the 2022 BOLD Summer campaign as all as a targeted digital advertising campaign which would be used on new BOLD Summer street pole banners for a duration of three years.

It should be noted, in 2021 the City Council approved the creation of new BOLD Holiday street pole banner artwork of which the campaign artwork was approved for a three year duration beginning with the 2021 Holiday season.

The second option proposed by the CVB was to use the original 2017-2019 BOLD Summer street pole banner artwork and create a targeted digital advertising campaign for the summer months.

The Committee recommended moving forward with the first option:
 $150,000 to the CVB – Cost for the 2022 BOLD Summer initiative the CVB will develop new artwork for street pole banners as well as a targeted digital advertising and social media campaign. This option with the CVB includes:
- An agency to design the new banners and art direction at a cost of $20,000 - Digital advertising and targeted social media content delivery for $130,000  $26,755.98 to the City’s existing street pole vendor – Cost for fabrication, installation (mid-July 2022), maintenance, removal and storage of the street pole banners will be paid directly by the City to the existing street pole banner vendor.

As part of the new 2022 BOLD Summer street pole banner design artwork, the CVB will utilize the new BOLD Summer logo that is currently in production with the City’s graphic arts team.

FISCAL IMPACT
To carry out the proposed Work Plan for FY 22/23, the CVB requests $4,261,470 in Tourism & Marketing funding as shown below.

Proposed CVB FY 22/23 Work Plan
Domestic Marketing $1,677,400
International Marketing $406,170
Interactive $327,634
Collateral $36,750
Research $40,350
Special Programs $50,000
Operational (Salaries, Taxes, Benefits, Rent Etc.) $1,833,166 Visitor Center $40,000
Total $4,411,470
FY 21/22 Carry Forward to FY 22/23 to Offset Expenses ($150,000) FY 22/23 Work Plan Funding Request $4,261,470
Meeting Date: May 24, 2022

The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (“TOT”). The City collects a total of fourteen percent TOT based on gross room sales from the City’s hotels. Two of the fourteen percent, or one-seventh of the total TOT revenue, has been the basis of calculating the funding for the Tourism and Marketing budget in Beverly Hills for approximately 25 years.

The Finance Department is currently proposing a TOT revenue forecast of $44,000,000 for FY 22/23. This will result in a one-seventh amount of $6,285,714. Staff anticipates this funding would be allocated for various programs as shown below.

Description of Program to be Funded from TOT in FY 22/23 Potential Budget Allocation
Holiday Décor Storage $12,000
Intellectual Property Legal Services $100,000
Concours D'Elegance in 2023 – Estimate based on prior year $225,000 Conference & Visitors Bureau - FY 22/23 Work Plan – Estimate depending on Council approval $4,261,470
Rodeo Drive Committee FY 22/23 Work Plan - Estimate
depending on Council approval $184,998
TruGreen Landscape $20,000
Portion of the Beverly Hills Chamber of Commerce Work Plan – Estimate for FY 22/23 depending on Council approval $160,530 Contingency Funding for other Tourism & Marketing Events $1,321,716 Total $6,285,714
As of May 13, 2022, all numbers reflected in the chart above for City funding are tentative as the numbers are being finalized for presentation to the City Council.

Additionally, until the FY 22/23 budget is adopted by the City Council, the numbers are subject to change.

To carry out the 2022 BOLD Summer street pole banners and marketing initiatives, the fiscal impact will be $176,755.98 ($150,000 paid to the CVB and $26,755.98 paid to the City’s existing street pole vendor through an existing purchase order). For FY 21/22, staff anticipates there will be approximately $680,000 in unused funding in the Tourism & Marketing budget (00101311-734400) across various project codes on June 30, 2022. A portion of this remaining funding may be used for the 2022 BOLD Summer street pole banners and marketing initiative proposed by the CVB.

Nancy Hunt Coffey,
Assistant City Manager
Approved By
Attachment 1

BEVERLY HILLS
Conference & Visitors Bureau
2015 - 2017 Strategic Plan
City Liaisons Meeting
BHCVB Initiatives Review
May 18, 2022
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The following data is based on Visa credit card spend for Q1 and Q2 FY 19/20, 20/21 and 21/22. Average daily rate for week of May 1 (Milken) was $907/night. For the week of May 8, ADR was $756/night.

Domestic
Feeder City Q1 2019 Q1 2020 Q1 2021
Domestic Feeder
City Q2 2019 Q2 2020 Q2 2021
LA/OC $162,837,930 $ 123,168,617 $ 156,754,857 LA/OC $ 186,042,963 $ 115,665,579 $ 173,145,172 New York $ 8,301,171 $ 2,990,208 $ 6,647,851 New York $ 8,026,768 $ 2,630,413 $ 6,773,042 San Francisco $ 6,496,838 $ 2,259,216 $ 4,793,802 San Francisco $ 6,823,384 $ 2,180,595 $ 4,912,746 San Diego $ 2,903,497 $ 1,837,763 $ 2,964,446 San Diego $ 2,824,736 $ 1,834,456 $ 3,341,191 Las Vegas $ 1,988,663 $ 2,102,382 $ 2,407,151 Las Vegas $ 2,184,114 $ 1,513,546 $ 2,671,685 Chicago $ 1,903,759 $ 1,083,371 $ 2,016,653 Chicago $ 2,018,636 $ 747,349 $ 2,161,401 Surpassed 2019 Surpassed Q4 2019
Domestic Market Growth

CONFERENCE &

VISITORS BUREAU
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The following data is based on Visa credit card spend for Q1 and Q2 FY 19/20, 20/21 and 21/22.

International
Feeder City Q1 2019 Q1 2020 Q1 2021
International
Feeder City Q2 2019 Q2 2020 Q2 2021
China $ 9,555,160 $ 1,876,267 $ 2,394,148 China $ 11,100,844 $ 1,773,667 $ 3,635,928 Canada $ 4,417,812 $ 470,132 $ 3,045,062 Canada $ 3,562,807 $ 520,075 $ 3,315,676 Indonesia $ 908,419 $ 76,062 $ 1,896,231 Indonesia $ 1,259,207 $ 146,830 $ 3,009,365 UAE $ 2,913,207 $ 151,706 $ 4,148,226 UAE $ 1,281,892 $ 31,324 $ 1,731,001 Qatar $ 2,528,955 $ 287,848 $ 8,244,980 Qatar $ 1,281,784 $ 319,903 $ 1,512,933 Mexico $ 1,056,428 $ 234,717 $ 1,244,263 Mexico $ 1,050,446 $ 462,297 $ 1,296,400 Saudi Arabia $ 4,522,958 $ 170,515 $ 2,314,459 Surpassed 2019 Surpassed 2019
International Market Growth

CONFERENCE &

VISITORS BUREAU
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Fiscal Year 21/22
Marketing Campaign Results
• BHCVB Partner Support
• Sing for Hope
• Rodeo Drive – The Podcast
• Holiday Programming (see Far From Ordinary and NBC)
• Father’s Day Concours d’Elegance
• Website Visitor Hotel Retargeting Campaign
• Far From Ordinary
• Summer, Fall, Holiday and Spring Advertising Campaigns • Far From Ordinary Content Collective
• 4 Instagram influencers and 5 Instagram/TikTok influencers • Expedia/Visit California Leveraged Co-op Programs (Fall 2021 and Spring 2022)
• Super Bowl Media Campaign (MNI)
• Frieze Media Campaign (KPCC & LAist.com)
• “Feel Good” Commercial Broadcast
• Duets Five-Part Video Series
FY 21/22 BHCVB Marketing Programs
Initiative 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 Sending Sunshine Social Media Campaign
Hotel Remarketing Campaign
FFO Content Collective
VCA Expedia Co-op: Sep 13 - Dec 31
Far From Ordinary (Summer, Fall & Holiday)

SEM / SEO
Social Media (FB, IG, TW, LI & PT)
Visitor Monthly eNewsletter
Media Monthly eNewsletter
Partner Monthly eNewsletter
Trade Monthly eNewsletter
October
July - December 2021 BHCVB Marketing Schedule
July August September November December
BHCVB FY 2021/22 01 & 02 Marketing Calendar

T T T T T T T T
Initiative 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 "Feel Good" Broadcast & Connected TV Video
Hotel Remarketing Campaign
Super Bowl LVI (MNI): Feb 1-13
Frieze (KPCC + LAist.com): Feb 10-20
FFO Content Collective (Influencer Content)
VCA Expedia Co-op: April 1 - May 31
Far From Ordinary (Spring 2022)
Duets 5-Part Video Series Production

SEM / SEO
Social Media (FB, IG, TW, LI & PT)
Visitor Monthly eNewsletter
Media Monthly eNewsletter
Partner Monthly eNewsletter
Trade Monthly eNewsletter
January - June 2022 BHCVB Marketing Schedule
January February March April May June
BHCVB FY 2021/22 03 & 04 Marketing Calendar

T T T T T T T
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Through an integrated partnership with the City of Beverly Hills and the Wallis Annenberg Center for the Performing Arts, Sing for Hope placed 16 artist-designed pianos throughout Beverly Hills from August 5 – September 6, 2021, and then donated them to public schools across the greater Los Angeles area.

BHCVB Support:
• Paid Social Media
• Impressions: 97,028
• Reach: 80,992
• Engagements: 2,672
• August 2021 eNewsletters
• Visitor, Trade & Media
• 31,000 emails delivered
BHCVB Partner Support: Sing for Hope Pianos
Sing for Hope Pianos
In partnership with the City of Beverly Hills and the Wallis Annenberg Center for the Performing Arts, Sing for Hope has brought its iconic community initiative, the Sing for Hope Pianos, to the parks and public spaces of Beverly
Hills. Ordinary pianos have been brought to life by 16
visual artists and placed outdoors throughout the city for anyone and everyone to enjoy. Following the installation, all pianos will be donated to local schools to inspire
students for years to come! Now through September 6.

Photo credit: @sondrik via lnstagram

SHARE YOUR MUSICAL TALENTS -
Rodeo Drive, now world-renowned, began as little more than a bridle path. Pioneering designers, hoteliers and entrepreneurs transformed it into a rival to New York’s Fifth Avenue — with sun, palm trees and Hollywood sizzle. Rodeo Drive-The Podcast connects listeners around the world with stories about the past, present and future of this famed three-block stretch in Beverly Hills.

BHCVB continued to support Rodeo Drive -The Podcast with funding and promotion of Season 3 which launched February 2022, as it is another welcome medium to promote destination content.

BHCVB Partner Support: Rodeo Drive - The Podcast
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RODEO DRIVE
BHCVB will support Father’s Day event as follows:
• Promote via social media channels: Instagram,
Facebook, Twitter and Pinterest
• Created an event page:
https://www.lovebeverlyhills.com/events/view/2022-
concours-d-elegance
• Created a Concours d’Elegance “slider” on our website home page
• Feature event in our May & June eNewsletters -
~38,000 subscriber reach
• Write and promote a Father’s Day round up
• Publish a full page 4-color ad in the Beverly Hills Courier on June 17 promoting event and dining
• Working with influencer Daniel Mac to promote event
on Father’s Day morning; agreement and availability
are pending
BHCVB Partner Support: Concours d'Elegance

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CELEBRATES FATHER'S DAV

WITH THE RODEO DRIVE CONCOURS D'ELEGANCE
SUNDAY, JUNE 19, 2022
Celebete Fathers Dy with cs cl4cs dis Fron 1100mn. to400pmn.. join us to prince curated section of the fest exotic and collectible utoeobills o Rodeo Drive And tor mes tat hit the $pot visty 0four cc/arrest.aunts for Dre hast. lunch or doer Launched May 26, 2021, this “always on” 12-month test campaign targets high-intent consumers (LoveBeverlyHills.com website visitors) to increase hotel bookings with remarketing advertisements via Google and Facebook.

Creative incorporates user generated content (UGC) garnered from CrowdRiff.

Website Visitor Re- Targeting & Hotel Referrals
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Program to Date Results
May 26, 2021 – April 30, 2022
• 14,777,852 impressions
• 99,384 clicks to BHCVB hotel booking page
• 0.85% Click-thru-rate (CTR) (benchmark is 0.10%)
• 27,145 unique hotel clicks from ALL activity on the
BHCVB hotel booking page for the period > 543
estimated bookings @ 2% (conservative assumptions)
• $791K estimated hotel room revenue generated from
BHCVB booking referrals
• 181,520 LoveBeverlyHills.com /hotels page views, or an increase of 585% year-over-year, for the same period
(vs. 26.506)
• BHCVB recommends program renewal in 2022/23
Website Visitor Re-Targeting & Hotel Referrals
Explore Brilliantly
FAR FROM ORDINARY campaign creative showcases Beverly Hills through a modern lens, making use of vibrant colors, collage design, diverse models and typography for a strong visual aesthetic.

Four (4) Campaign Flights:

1. Summer | Far From Ordinary (August 2 – September 21, 2021)

2. Fall | Cooler Than Fall (September 22 – November 15, 2021)

3. Holiday | Santa Shops Here and Bright Lights Shine Here (November 16 – December 31, 2021)

4. Spring | Far From Ordinary (April 11 – June 30, 2022) 2021/22 Hotel Marketing Campaign
Holiday Microsite Hanukkah Creative (November 16 – December 6) Image does not convey animated graphics
2021/22 Hotel Marketing Campaign
CEL.ERA TE THE SEASON

ENJOY SPECTACULAR LIGHTING DISPLAYS AND DECOR THROUGHOUT THE CITY ALL SEASON LONG.

View Article

FAR FROM ORDINARY COOLER THAN FALL

SANTA SHOPS HERE FAR FROM ORDINARY
Digital Marketing - Animated Banners (300x250)
November 19, 2021 December 3, 2021
Bright Lights Shine & Santa Shops Here Print Ads

BFRIGHT LIGHTS

SHINE HERRE
Beverly Hills is the ultimate destination to celebrate a bright and joyful Hanukkah.

Pamper your family and friends in luxury at some of the best hotels in the world, savor amazing food and wine, indulge in exceptional local shopping and experience festive lighting and d~cor throughout the city, including Holiday Helpers on Rodeo Drive. •
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SANTA SHOPS HEFE
Santa Claus may have his home and workshop in the North Pole, but when he needs a warm getaway with Mrs. Claus, Kris Kringle heads to Beverly Hills, the ultimate destination to celebrate a bright and joyful holiday season. Pamper your family and friends with luxury at some of the best hotels in the world, discover amazing food and wine, indulge in exceptional local shopping and experience festive d~cor throughout the city, including Holiday Helpers on Rodeo Drive.

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Motivate Affluent Travelers to Choose Beverly Hills
The Far From Ordinary campaign engaged luxury leisure travelers with digital activations, driving them to consider visiting and staying in Beverly Hills. A variety of tactics were utilized with MNI Targeted Media, Sojern and Sparkloft to reach and influence travelers.

Marketing Campaign Tactics
SOJERN

SP/RKLOFT
Omega
datamatch
@mobefuse
Final Results (Summer, Fall & Holiday): August 2 – December 31, 2021 • Impressions: 28,318,272
• Campaign overdelivered by 3,033,054 impressions resulting in $16,497 in Added Value.
• Clicks: 55,456
• Click Through Rate (CTR): 0.20%; blended mobile/desktop CTR benchmark is

0.15%
• Engagements: 16,905
• Sojern was the strongest performing channel
• The '300x250' ad size performed best
• COOLER THAN FALL creative performed best with the highest CTR @ 0.25%, but Fall is also our traditional campaign period
• Far From Ordinary Spring campaign is currently in market through June 30, 2022 2021/22 Hotel Marketing Campaign Results

FAR FROM ORDINARY & COOLER THAN FALL
August 2 – November 15, 2021
For summer and fall, we amplified custom content featured on the microsites created or updated for each campaign iteration.

Best performing content:
• Best Rooftops in Beverly Hills
• How to Shop Like a VIP in Beverly Hills
• Eight Reasons to Stay in Beverly Hills
Final Results:
• Impressions: 2,343,485
• Clicks: 39,272
• Click Through Rate (CTR): 1.68%
• Though we typically optimize our social campaigns for awareness and engagement, this campaign generated a CTR of 1.68%, signaling strong interest from our audience; average CTR is 1.2-1.3%
Social Media Amplification

SP/RKLOFT
With partners Madden Media and NBC, BHCVB created, produced and broadcast two videos with host, Lawrence Zarian, promoting the Rodeo Drive Holiday Lighting Celebration and Destination during the holiday season.

NBC Southern California Broadcast Videos
Media Buy Details:
• Media: NBC Los Angeles, NBC San Diego, NBC Digital & NBC Connected TV • Regions: Greater LA and San Diego regions (Includes Orange County) • Schedule: 6-Week NBC Flight: November 10 – December 23, 2021 • Length: Two :30 TV commercials: Rodeo Drive Holiday Lighting Celebration & Destination Holiday Getaway
• Connected TV: Programming targets $200K+ HHI consumers • Digital Banner Ads: Run of site on NBCLosAngeles.com & NBCSanDiego.com Campaign Results:
• Broadcast spots: 114
• 24 Rodeo Drive Holiday Lighting Celebration spots (November 10 - 19) • 90 Destination Holiday Getaway spots (November 20 – December 23) • Total impressions: 2,186,000
• Average Media cost per thousand (CPM): $34.09
• Broadcast medium is no longer a buyer’s market vs. prior BHCVB buys during COVID and calendar year Q4/holiday is the most expensive. Average CPM is $35-$65 (primetime). CPM also includes segment production and host.

NBC Southern California Broadcast Videos
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Los Avoeues sANbEGo TODAY

RODEO DRIVE HOLIDAY LIGHTING CELEBRATION
November 12 – 18, 2021
Facebook & Instagram
• Impressions: 44,714
• Video Plays: 43,414
• Video View Rate: 97% - smaller, highly geo-targeted (LA area residents) and higher level of “investment” to attend a local holiday kick off event.

Focus on engagement.

DESTINATION HOLIDAY GETAWAY
November 19 – December 31, 2021
Facebook, Instagram & Twitter
• Impressions: 1,178,829
• Video Plays: 214,089
• Video View Rate: 18% - broader audience targeting in key US markets over a longer duration to consider Beverly Hills for the holidays or a future vacation. Focus on destination awareness.

NBC Social Media Amplification

SP/RKLOFT
‘FAR FROM ORDINARY’

CONTENT COLLECTIVE

ABOUT OUR CAMPAIGN
• To position Beverly Hills as a ‘Far From Ordinary’
luxury destination, we launched an influencer
content collective to promote our 4 key pillars
with each creator focusing on:
• Shopping / Design
• Art / Culture
• Food
• Wellness

UPCOMING PARTNERSHIPS
Shopping
Will Taylor/ Bright
Bazaar
Art & Culture
Kimberly Drew/
Museum Mammy
Food
Rachel/
Vintage Dolls
Wellness/
@CheraleeLyle
NOV 21
FEB 22
APR 22
May 22

FALL BUDGET SPRING BUDGET

BRIGHT BAZAAR

CONTENT OVERVIEW
Published 65 posts in total.

Total Reach was 492.3K, with 27.5M impressions and 0.05% engagement rate.

Each post received an average of 198.6 engagements, 7.6K reach, and $8.1K Estimated Media Value (EMV).

Audience was 70% men, mostly from the United States.

The campaign generated $528K EMV.
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WILL TAYLOR, AKA BRIGHT BAZAAR
December 7, 2021 – January 7, 2022
Facebook & Instagram
• Impressions: 732,329
• Video Plays: 718,772
• Video View Rate: 71%
Twitter
• Impressions: 255,465
• Video Plays: 122,553
• Video View Rate: 47%
Total BHCVB Paid Social Posts
• Impressions: 987,794
• Video Plays: 841,325
• Video View Rate: 59%
Press Release: 47,617,925 impressions / 130 stories: MarketWatch, Morning Star, Market’s Insider
Bright Bazaar - BHCVB Social Media & PR

SP/RKLOFT
1 Influencer and 1 location published a total of 15 Posts.

Total reach was 60,311, with 4,390 engagements and 7.3% engagement rate.

Each post got an average of 4,021 reach and 293
engagements.

Audience was 75% women, with 77% from United States.

MUSEUM MAMMY

CONTENT OVERVIEW
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KIMBERLY DREW, AKA MUSEUM MAMMY
March 1 – 31, 2022
Three (3) videos promoted on
• Impressions: 475,275
• Reach: 374,404
• Engagements: 8.956
• Video Plays: 58,304
• Video View Rate: 12.3%
Press Release: 197,752,300 / 200 stories:

Yahoo Finance!, MarketWatch, KTLA
Museum Mammy - BHCVB Social Media & PR

SP/RKLOFT

VINTAGE DOLLS

CONTENT OVERVIEW (IN MARKET NOW)
Press Release:
200,344,890 / 377 stories: AP News, Yahoo Finance!, KTLA Rachel Chen (aka Vintage Dolls)
Rachel Chen – widely known as @VintageDolls and one of Chicago’s most prominent influencers in fashion and lifestyle – has joined the Far From Ordinary Content Collective.

View Rachel's Arrival at L'Ermitage Beverly Hills Video View MICHELIN Guide Bib Gourmand-Recognized Kazan Beverly Hills Video View Wadatsumi Beverly Hills Video
View MICHELIN Guide-Recommended Tempura Endo Video
View Cafe and Bakery Tour Video
View Rachel's Beverly Hills Highlights Video
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BHCVB is collaborating with 5 Tik Tok/Instagram influencers to promote the destination from their unique perspectives.
• Jeremy Austin (1.5M followers) & Angie Villa (560K)
• Daniel Mac (12.1M) (tbd)
• Valerie Joy Wilson (327K)
• Peng Peng Lee (4M)
Far From Ordinary Content Collective (RONY)
TikTok
BHCVB promoted Beverly Hills to visitors in-market to dine, shop and play during the lead up to Super Bowl LVI via digital display advertising and limited DOOH (LAX, BUR & SOFI).

Note: City Achieved Highest Average Daily Rate (ADR): $1,500 Super Bowl L VI Campaign (February 1 - 13, 2022)
[NII3 LI V[3
@EIIlI'Tl
Flight Dates: February 1 – February 13, 2021
• Delivered impressions: 9,512,582
• Clicks: 22,272
• Click Through Rate (CTR): 0.23% (exceeding industry benchmark for blended CTR of .15% by 53%)
• The '320x250' and ‘728x90’ ad sizes both were top performing, posting a 0.25% CTR, followed by the ‘300x250’ ad size posting a 0.20% CTR • Due to heightened demand and increased competition & bidding for digital out of home (DOOH) units, MNI revised tactics and shifted dollars into MNIx Custom Audience and GeoFence Targeting
Super Bowl L VI Campaign Results
BHCVB promoted Beverly Hills to visitors in-market to dine, shop and play during the lead up to and during Frieze via KPCC radio ads, custom content on LAist.com and dedicated emails.

Media Buy & Results:
• Twenty (20) :30 radio spots | 316,600 impressions
• Two (2) digital sponsored content pieces | 30,538 page views • Two (2) digital newsletters | 168,590 delivered emails; 49% open rate • BHCVB animated banners on LAist.com | 220,108 impressions Frieze Campaign (February 7 - 20, 2022)
LAist is the trusted friend showing
you what's happening in your
neighborhood and why it matters.

Telling stories from inside the
deepest pothole to the top of Mt.

Wilson - and beyond.

LAist.com
KPCC 893FM
Strengthening civic and cultural
bonds that unite Southern
California's diverse communities
by providing the highest quality
news and information service
through radio and other media.

KPCC,org
As a result of BHCVB’s KTLA PR pitch, Beverly Hills was prominently featured with a nearly 6-minute feature in their Things to Do segment over Frieze weekend.

Coverage included:
• KTLA Live + Website Placement | 1,664,378 unique visitors per month • KTLA News at 5 Broadcast (3-minute cut) | 51,047 viewers • KTLA 5 Morning News at 10 Broadcast (2-minute cut): Saturday, February 19) | 185,919 viewers
• Social media posts on @ktla5live, @ktlasam and @andyktla | 11,500 reach KTLA 5:50 Segment: Friday, February 18, 2022
WATCH LIVE VIDEO NEWS v CORONAVIRUS V SHOWS WEATHER CONTESTS NEWS TIPS £BOOK COM/GOuPS/KTLASUVf' THANKS FOR WAT€ING LOCAL NT£NtT' WATCH CUPS AND FULL SOD€$ ON KTLA+ APP YOU#f Objective to stimulate California’s tourism recovery by delivering a shared brand platform, sparking consideration and travel among those actively seeking travel inspiration.
• Partner: Expedia Group (Expedia.com and Hotels.com)
• Flight Dates: September 13 – December 31, 2021
• BHCVB Contribution: $50,000
• Visit California Cash Contribution: $25,000
• Expedia In-Kind Contribution: $75,000
• Total Media Investment: $150,000
Visit California Fall 2021 Expedia Co-op
Final ‘What if, California’ Fall 2021 campaign results:
• Delivered Impressions: 3,355,647
• Clicks: 2,235
• Click Through Rate (CTR): 0.07% (Expedia benchmark is 0.03 - 0.05% but does not factor billboard effect)
• Room Nights: 1,050
• BHCVB Expedia Group Campaign Average Daily Rate (ADR): $494 • Campaign Incremental Lift: 10%
Visit California Fall 2021 Expedia Co-op
C I
·� visit .
j
7llltern1a G Expedia
Objective remains to stimulate California’s tourism recovery by delivering a shared brand platform, sparking consideration and travel among those actively seeking travel inspiration.
• Partner: Expedia Group (Expedia.com and Hotels.com)
• Flight Dates: April 1 – May 31, 2022
• BHCVB Contribution: $50,000
• Visit California Cash Contribution: $25,000
• Expedia In-Kind Contribution: $75,000
• Total Media Investment: $150,000
Visit California Spring 2022 Expedia Co-op
In response to recent negative press focused on crime in Los Angeles and Beverly Hills, BHCVB, developed a messaging strategy to reinforce that the city is open for business, welcoming word-class events and has many new development projects underway. The following tactics were activated:
• Talking points to answer any questions media or visitors may have. Document was distributed to all BHCVB global agencies and hotels. • Press release outlining new developments and businesses; distributed week of January 31, 2022
• 178,014,194 US / 343 stories: Yahoo Finance!, Market’s Insider, Finanzen.net
• Commercial shoot featuring Beverly Hills that is currently in market playing in prime time on NBC, KTLA and Connected TV (streaming services). BHCVB owns the content (excluding temporary rights to music) and can utilize for international markets and replay at other times of the year. • Play Commercial: https://youtu.be/n4JFOGBLIYI
Love Beverly Hills Initiatives
/
vM£DA LANNING

TV MEDIA PLANNING
TOP-RATED TV STATIONS: KTLA-LA, NBC-SD & NBC-SF
SCHEDULE: 8-Weeks
(April
18 - June
8)
TOTAL IMPRESSIONS: 14 million+
TOTAL SPOTS: 480+
ADDED VALUE:
• KTLA "LA Unscripted" custom
program
with Host
• NBC-SF "California Live" custom
program
with Host
• :05 BILLBOARDS "This brou
ght
to you by.."
• ADDITIONAL bonus
spots
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TV MEDIA PLANNING

TV CAMPAIGN BUDGET
> TV Commercial Creative & Production: $100,000
> TV Media Stations:
• KTLA / LA & ORANGE COUNTY $50,000
• NBC/ SAN DIEGO $50,000
• NBC/ SAN FRANCISCO $75,000
TOTAL $275,000
• ADDITIONAL MARKETS $75,000/EACH
TOTAL WITH NEW YORK $350,000
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In addition to marketing initiatives supporting summer programming not included in next year’s budget, BHCVB is developing a 5-part video series designed to garner the attention of prospective visitors where we will pair complementary topics which appeal to multiple target audiences to enjoy during the summer and beyond in each video:

1. Motorcars & Manors: feature luxury/exotic/electric cars from local car rental providers and Greystone Mansion and Virginia Robinson Gardens

2. Carats & Cocktails: feature jewelers / jewelry from retailers off Rodeo Drive and signature cocktails available at hotels and restaurants

3. Parks & Pooches: feature dogs to showcase Beverly Hills parks

4. Culture & Cuisine: feature artwork in restaurants, global cuisine (English Tea at The Peninsula, Spice Affair Indian cuisine, etc.), and picnics/public artworks and outdoor dining

5. Sun & Shade: feature iconic Beverly Hills hotel pools, cabanas, hats and fashionable summer eyewear
Beverly Hills Summer Duets 5-Part Video Series
Fiscal Year 21/22
Travel Trade Activities
Rainbow Room October 21, 2021
• Over 70 luxury travel agents and meeting
planners attended.
• 12 Hotel partners attended including GM’s and
DOSM’s & 1 Rental Car Partner.
• Mayor Wunderlich, Vice Mayor Bosse, Council
Member Friedman, City Staff George Chavez
and Laura Biery attended the event.

New York Sales Mission
Welcome to an Evening with Beverly Hills
The General Managers of Beverly Hills' finest hotels and one of our leading car partners are delighted to see you at this special occasion.

We will also be joined by our Honorable Mayor, Robert Wunderlich, Vice Mayor, Lili Bosse and Council Member Lester Friedman. d

BEVERLY HILTON
I wow THE PENINSULA •
Travel Trade Tradeshows and Sales Missions
• Leisure: ILTM North America; Visit California (VCA)
Mexico CEO Mission, VCA Luxury Forum, VCA
Canada Sales Mission, VCA Mexico Sales Mission
• Group: Global Travel Marketplace, IMEX Vegas, VCA
fall and spring road shows, Prestige Partners Meeting,
GPS Destintations Roadshow Texas, FICP
Educational Meeting and Leadership Summit, Site
Minnesota, Site Chicago Roadshow, MPI
• The trade team has had over 315 one-on-one
appointments and gained over 591 contacts from the
tradeshows.

Group Trade Efforts
Year-to-Date Destination Group Sales Activity
61 inquiries
11,364 lead room nights
$4,140,978 in estimated value*
1,079 booked room nights with estimated value of $475,909 (not including F&B and room rental fees)
Group sales activity garnered the following results:
*Calculated at $375/night
Group Sales Fiscal Year 2021/22
Group Lead Distribution
18 16
14 12
10 8
6 4
2 0 I I I ■ I I I ■
Attachment 2
Fiscal Year 22/23
• Marketing
• Short Film
• Travel Trade
• Brand USA Travel Week Europe
• UK Sales Mission
• Meeting Professionals International (MPI) WeCon and misc. events • Research/Tracking
• Datafy Geotargeted Visitor Information
• Operations
• New project manager position to oversee special projects and the destination master plan
• Not included in the current program of work
• Summer and Holiday BOLD marketing support
• Golf event to enhance/attract visitors for US Open in June 2023 New for FY 2022/23
Key Initiative Overview
Budget
• Total FY 22/23: $1,250,000
• Objective: to drive room nights and restore
the confidence of consumers in the Beverly
Hills image.
• Description of tactics:
• Hotel focused campaign(s) in fall 2022
and spring 2023
• Co-op programs with other
destinations if available
• Content campaigns that can be
shared across multiple distribution
channels that help to shape
perceptions of the city and its offerings
• Short film (see next slide)
Destination Marketing
T
. - - -5i
. 7- %
Create a short film that can be launched across all
marketing channels that will resonate with media,
consumers and travel trade. Included in Destination
Marketing Budget.
• Content would be styled similar to fashion films and
include name director, art director or talent,
depending on final budget.
• Movie would be launched via red carpet events in key
feeder markets with invites for media and trade.
• Potential partners include Kloss Films, Nowness,
RONY
https://youtu.be/C6ipeK43Cyg
Short Film - New Destination Marketing

MORE VIDEOS
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Share
G oulube [2
Budget
• FY 2022/23: $130,000
• Plan is to host a dinner in New York City in October to coincide with Chamber of Commerce / City Mission. Timing is tentative for week of October 24. • Budget is higher because of inflation (we were over budget in 21/22 and have also added in an estimate for additional costs increases).

New York Sales Mission
Budget
• $119,150
• Description:
• PR agency for 12 months
• Domestic media familiarization trips
• Visit California (VCA) Media Missions in San Francisco, New York and LA Domestic PR
Budget for Meetings, Incentives, Conferences and Exhibitions (MICE) • $128,250
• Description:
• Milken Support
• Global Travel Market (GTM)
• Financial & Insurance Conference Professionals (FICP) • Meeting Professionals International (MPI)
• Visit California (VCA) Forum(s)
• Prestige Partners
• Roadshows in Midwest, Texas, Kansas City and NY
• Society for Incentive Travel Agents (SITE)
MICE
International Marketing
Budget
• $93,670
• Description:
• Worldwide Exhibition for Incentive Travel, Meetings & Events (IMEX) • International Luxury Travel Market (ILTM) North America • Booth Storage
Trade Shows
Budget
• $205,000
• Description:
• Middle East, Australia and United Kingdom PR and Travel Trade Representation
• New for this year: Mexico
Representation
stripe 12z GULF REPS
Metrics/Research
Budget
• $40,350
• Description:
• Smith Travel Research, Visa, Datafy Geotracking
Metrics/Research
DATAFY

SEE SOURCE
VisaVue®
Travel
Real-World Intelligence
For The Tourism Industry
FY 2022/23 Funding Request
Description
21/22
Budget
Carryover
Funds 22/23 % Change Description
Domestic Marketing $1,594,000 $1,677,400 5%
Inflation, Partnership
and Increased Expense
for NY
International Marketing $215,500 $30,000 $406,170 88%
Full time agencies, add
Mexico rep
Interactive $259,672 $327,634 26%
Boosted content to
increase followers,
email and engagement
Collateral $38,000 $36,750 -3% Removed fulfillment
Research $62,000 $40,350 -35%
Inflation and Removal
of Master Plan Costs
Special Programs $50,000 $120,000 $50,000 0% No Change
Operations, including Salaries, Taxes &
Benefits $1,400,818 $1,833,166 31%
2019 = $1,950,569;
includes 23%/$32,000
rent increase
Visitor Center $40,000 $40,000 0% No Change
TOTAL $3,659,990 $150,000 $4,411,470 21%
Current Projected Carrover* $150,000
TOTAL FUNDING REQUEST $3,659,990 $4,261,470 16%
*Actuals may vary
FY 2022/23 Summary
Description 21/22 Budget
Discontinued
Programs
Cost of
Discontinued
Programs New Programs
Cost of New
Programs
2022/23
Increased
costs*
2022/23
Proposed
Budget
Local
Events
Domestic Marketing Based on 2021/22 actual
New York $105,000 plus 5% inflation $25,000 $130,000
Destination Marketing $1,300,000 $1,250,000
Domestic PR $114,000 $5,150 $119,150
MICE Marketing $75,000
Additional activities
include SITE, VCA
Meeting efforts, TX
roadshow, incentive and
slight increase for Milken $51,250 $2,000 $128,250
Partnership Marketing
Michelin, CALSTR and
other VCA last minute
opportunities $50,000 $50,000
Secondary Market Sales
Initiatives
FY 2022/23 Detail
Description 21/22 Budget
Discontinued
Programs
Cost of
Discontinued
Programs New Programs
Cost of New
Programs
2022/23
Increased
costs*
2022/23
Proposed
Budget
International Marketing
Sales Missions $27,000
Australia Sales Mission;
BHCVB UK Mission; VCA
Luxury Forum $35,500 $62,500
Trade Shows $50,000
Full price for IMEX; Brand
USA Travel Week $40,900 $2,770 $93,670
PR $15,000 $15,000
Representation $72,500
Representation for 12
months (last year was only
6 months); add Mexico
and PR for GCC $120,500 $12,000 $205,000
Tour Bus Incentive $1,000
Emerging Markets $50,000
Unspent GCC to
use for next FY $20,000 $30,000
China Marketing
In-market Programs
Contingency $0
Interactive
Database/eMail $11,000 $550 $11,550
SEM/SEO $120,000
5% inflation increase for
SEO only $1,000 $121,000
Content $80,640
All social media is under
content; additional post
boosting $54,360 $1,250 $136,250
International
Acquisition $32,000
All Social Media is
now under
content $32,000
Domestic Site $16,032
Retargeting was formerly
a Carryover cost. $42,000 $802 $58,834
I
Description 21/22 Budget
Discontinued
Programs
Cost of
Discontinued
Programs New Programs
Cost of New
Programs
2022/23
Increased
costs*
2022/23
Proposed
Budget
Collateral
Fulfillment $3,000 No longer needed $3,000
Visitor Guide $20,000 $1,000 $21,000
Premiums $15,000 $750 $15,750
Special Programs $50,000 $50,000
Metrics/Research+ $62,000
Destination
Master Plan $40,000 Datafy tracking; $16,000 $2,350 $40,350 Operations including Salaries, Taxes &
Benefits $1,400,818
Includes new position;
existing positions for 12
months instead of 6
months as in prior year;
one promotion and two
market adjustments; Trinet
fees, benefits increases
and taxes; 23% rent
increase of $32,000 $323,595 $108,753 $1,833,166
Visitor Center
Merchandise/Display $20,000 $20,000
Communications $0 $10,000
Collateral $20,000 $10,000
TOTAL $3,659,990 $95,000 $759,105 $138,375 $4,411,470
21/22 Projected Carryover $150,000
TOTAL REQUESTED $4,261,470
Additional Items For
Consideration
Items for Fiscal Year 2022/23 proposed but not in the program of work budget:
• Incremental destination marketing
• BOLD Summer 2022 marketing programs (see next slide)
• BOLD Holiday 2022 marketing programs $130,000
• Advertising and digital asset production. No creative required. • US Open Event $TBD
• Currently evaluating partnership opportunities for hotel rooftop executions or potential tie-in with Concours d’Elegance.

Outside of Budget
BHCVB to develop new summer 2022 BOLD
artwork to support summer activities. Artwork will
be used to promote the destination.

Total Budget: $150,000 (not included in current
program of work)
$20,000 For Campaign Creative*

1. New creative for street pole banners (prior
BOLD artwork displayed to right)

2. Creative to be used in all digital media
executions
$130,000 For Advertising and Asset Production

1. Digital media targeted to LA County residents
and drive market visitors

2. Purchase of radio spots on public radio

3. Production of any additional value-added
content received through media buys
(example; for Frieze, KPCC gave us additional
value-add on LAist)
Summer 2022 BOLD
THURSDAY • SATURDAY
AUGUST3.AUGUST 31
THURSDAY. SATURDAY
AUGUST 3.AUGUST 31
THURSDAY • SATURDAY
AUGUST 3.AUGUST 31
THURSDAY. SATURDAY
AUGUST 3.AUGUST 31
y W. V'
FY 2022/23 ADDITIONAL FUNDING REQUEST
BOLD SUMMER $150,000
BOLD WINTER (no creative) $130,000
GOLF EVENT** TBD
ADDITIONAL FUNDS $280,000
**GOLF Program to be presented at a later date
FY 2022/23 Additional Funding
Thank You