AGENDA REPORT
Meeting Date: May 2, 2023
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 2023/2024 WORK PLAN AND FUNDING REQUEST BY THE
BEVERLY HILLS CONFERENCE AND VISITORS BUREAU; AND
REQUEST TO CARRYOVER $150,000 FROM FY 2022/2023
TOURISM AND MARKETING BUDGET FUNDING FOR ADDITIONAL
PROGRAMMING IN FY 2023/2024
2. Presentation from April 26, 2023 Liaison Meeting of Update on Fiscal Year 2022/2023 Remaining Programs and Initiatives
RECOMMENDATION
This item seeks City Council approval of the recommendation from the CVB/ Marketing Liaison Committee (Liaisons) supporting the Beverly Hills Conference and Visitors Bureau’s (CVB) proposed annual work plan and corresponding funding request in the amount of $4,809,410 for Fiscal Year 2023/2024 (FY 23/24), and the request to carry over $150,000 in unused funding from Fiscal Year 2022/2023 to use toward additional sales missions and programming in FY 23/24. This carryover funding request is separate from the $4,809,410 in funding for the CVB work plan.
INTRODUCTION
On April 26, 2023, the Liaisons, consisting of Vice Mayor Friedman and Councilmember Bosse, reviewed the CVB’s annual work plan and funding request for FY 23/24 as well as an update on the remaining marketing programs and initiatives for FY 22/23.
Attachment 1 to this report is the proposed FY 23/24 work plan. Attachment 2 to this report provides the presentation on the remaining programs and initiatives for FY 22/23.
During the meeting, the Liaisons supported the CVB’s proposed annual work plan and a corresponding funding request in the amount of $4,809,410 for FY 23/24. Additionally, the Liaisons supported the CVB’s request to carryover $150,000 in unused funding from
BEVERLW
HILLS
d
Attachments: 1. Presentation of the Fiscal Year 2023/2024 Work Plan and Funding Request
G-2
Meeting Date: May 2, 2023
the CVB FY 22/23 work plan to use toward additional sales missions and programming in FY 23/24.
DISCUSSION
The CVB is contracted by the City to conduct a variety of tourism and marketing programs promoting Beverly Hills. They receive 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.
CVB’s Proposed FY 23/24 Work Plan
As travel patterns continue to bounce back there is a pent-up demand both domestically and internationally that Beverly Hills and other destinations are benefiting from. To capitalize on that demand and ensure that Beverly Hills continues to be top of mind with our key feeder markets, the CVB’s Work Plan focuses on attracting visitors to Beverly Hills with the following programs and initiatives:
Marketing
NY Sales Mission
Hotel-Focused Campaigns in Fall 2023 and Spring 2024
Co-op Programs with other Destinations
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 Visit California Forums
o Financial & Insurance Professionals (FICP)
o Meeting Professionals International (MPI)
o Roadshows in Midwest, Texas, and NY
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) Asia Pacific, Cannes o IPW
o Booth Storage
Representation
o Middle East, United Kingdom, Australia, Mexico
In Marketing Programs
o Virtuoso and Global Summit
Digital/Interactive
Paid Social Media
Search Engine Optimization (SEO)
Email Acquisition Campaign
Metrics/Research
Smith Travel Research
Visa
Datafy Geotracking
Meeting Date: May 2, 2023
Visitor Center
Merchandise Partnership with Katie Kime
Many of the items in the CVB FY 23/24 Work Plan support the goals and action items of the Economic Sustainability Plan. One of the key focus areas of the Economic Sustainability Plan is “Brand” and the CVB’s FY 23/24 Work Plan focuses heavily on brand awareness to attract and bring travelers to Beverly Hills.
Outside of Work Plan Carryover Funding Request from FY 22/23 Not included in the CVB FY 23/24 Work Plan funding request of $4,809,410 is a carryover funding request from FY 22/23 to fund two additional sales missions (Northern CA and Miami or Chicago) in FY 23/24. The carryover funding request totals $150,000.
The CVB has indicated the anticipated $150,000 in unspent funding from FY 22/23 is a result of staff changes and programs not coming in at the exact amount that was budgeted or changes in scheduled events. The CVB has also indicated that there is likely additional funding dollars that will not be spent in FY 22/23 above the anticipated $150,000 however that exact amount will not be certain until the FY 22/23 books close after June 30, 2023.
Per the CVB’s contract with the City, any unspent funding being requested for carryover must be brought to both the City Council Liaisons and the full City Council for approval.
The Liaisons and City Council may determine if the funding must be returned to the City, used to offset the upcoming Fiscal Year request (as was done in FY 22/23) or is permitted to be carried forward to use on new programming or initiatives. The Liaisons supported the request from the CVB to use the $150,000 carryover toward new sales missions in FY 23/24.
FISCAL IMPACT
To carry out the proposed Work Plan for FY 23/24, the CVB requests $4,809,410 in Tourism & Marketing funding as shown below. The CVB is also requesting to carryover unused FY 22/23 funding of $150,000 from the Tourism and Marketing budget to FY 23/24 for support of additional trade missions. A comparison to funding requested in FY 22/23 is included in Attachment 1 to this report.
Proposed CVB FY 23/24 Work Plan
Domestic Marketing $1,451,811
International Marketing $643,600
Interactive $365,450
Collateral $37,000
Metrics/Research $87,800
Special Programs $50,000
Operational (Salaries, Taxes, Benefits, Rent Etc.) $2,133,749 Visitor Center $40,000
FY 23/24 Work Plan Funding Request Total $4,809,410
FY 22/23 Carry Forward In Addition +$150,000
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. 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.
Meeting Date: May 2, 2023
The Finance Department is currently forecasting a TOT revenue of $48,000,000 for FY 23/24 (this was as of the March 7, 2023 Mid-Year presentation to the City Council and is subject to change). Using the $48,000,000 estimate for TOT, the one-seventh amount would be $6,857,143. Staff anticipates this funding would be allocated for various programs as shown below.
Description of Program to be Funded from TOT Potential Budget Allocation
Intellectual Property Legal Services $100,000
Concours D'Elegance in 2024 – Estimate based on prior year $255,000 Conference & Visitors Bureau - Requested funding for FY 23/24 Work Plan $4,809,410
Rodeo Drive Committee - Requested funding for FY 23/24 Work Plan $210,998
Landscape Funding for Rodeo Drive – Estimate as actual may vary
$30,000
Portion of the Beverly Hills Chamber of Commerce Work Plan – Requested funding for FY 23/24
$120,150
Contingency Funding for other Tourism & Marketing Events including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2023
$1,331,585
Total $6,857,143
As of April 2023, all numbers reflected in the chart above for City funding are tentative as the numbers are being finalized for approval by the City Council. Additionally, until the FY 23/24 budget is adopted by the City Council, the numbers are subject to change.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
BEVERLY HILLS
Conference & Visitors Bureau
Fiscal Year 2023-2024
Work Plan and Funding Request
Fiscal Year 23/24 Highlights
New York Sales Mission
Budget • FY 2023/24: $146,500
• Plan is to host cocktail reception in New
York City in October to coincide with
Chamber of Commerce / City Mission.
Timing is tentative for week of October 23. • Budget is higher because of inflation (costs in New York are very high) and because of
next bullet. • Repeat meeting planner luncheon from
22/23 with hotel GMs (which was not
originally budgeted in this line item) for
$13,000. • At least one piece of business was booked
from last year’s luncheon for a total of
$339,665 in estimated business.
Rz 7
ii iii
:
Destination Marketing
Budget • Total FY 23/24: $950,000
• 22/23 budget equaled $1,250,000
• Strategic Objective: Grow Demand and Maintain and Grow a Strong Brand
• Description of tactics: • Hotel focused campaign(s) in fall 2023 and spring 2024 (the majority of funds will be used for creative and
media as in past years) • Co-op programs with other destinations if available (Visit California Expedia campaign as an example) • Content campaigns that can be shared across multiple channels that help to shape perceptions of the city and its offerings (similar to what was done in 22/23: like
Cuisine and Couture (which will have a 23/24 iteration), Beverly Howls, Sending Sunshine, Duets, etc.). New
campaigns to complement hotel initiatives still to be
ideated.
Domestic PR
Budget • $131,500
• Description: • PR agency for 12 months
figuring a 5% increase in fees
and expenses
• Domestic media familiarization
trips so secure coverage in top
publications like those listed
below
• Visit California (VCA) Media
Missions in San Francisco, New
York and LA
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TRAVEL.+
LEISURE
Robb Report
MICE
Budget for Meetings, Incentives, Conferences and Exhibitions (MICE) • $173,811 • Description: • Milken Support • Financial & Insurance Conference Professionals (FICP) • Meeting Professionals International (MPI) • Visit California (VCA) Forum(s) • Prestige Partners • Roadshows in Midwest, Texas and NY
• Society for Incentive Travel Agents (SITE) • Amex GBT • Maritz
• Northstar • Booth refurbishment • SalesForce.com licenses International Marketing
Highlights
Trade Shows
Budget • $230,000
• Description: • Worldwide Exhibition for Incentive Travel, Meetings & Events (IMEX) • International Luxury Travel Market (ILTM) Asia Pacific, Cannes • IPW
• Booth Storage
ILTM �
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POWERED BY US. TRAVEL ASSOCIATION
Representation
Budget • $222,600
• Description: • Middle East, Australia, Mexico and United Kingdom PR and Travel Trade Representation
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New International Initiatives
Budget • In Marketing Programs: Virtuoso $50,000
• Global Summit with all international agencies $40,000 • Description: • Become a Virtuoso partner which will give us access to the world’s leading travel agents with
travel missions, trade shows, coverage in
enewsletters and outreach to thousands of agents. • Global summit, which we haven’t done since 2018, will see representatives from our international
agencies come to Beverly Hills, to strategize and
present trends and forecasts to stakeholders via
tourism summit event.
•
VIRTUOSO
Digital/Interactive Highlights
Digital/Interactive
Budget • $365,450
• Item Descriptions: • Paid Social Media (Sparkloft) • SEM/SEO • Slight budget increase to general hotel night bookings via re-marketing & hotel referrals (‘always on’ campaign) • NEW: email acquisition campaign to boost audience CrowaIRiff SP-RKLOFT I shopify
R! MADDEN mundgruve
Metrics/Research Highlights
Metrics/Research
Budget • $87,800
• Description: • Smith Travel Research, Visa, Datafy Geotracking • New for this year: Economic Impact Study w/ LS Consulting - $45,000 (estimated) included within the $87,800 listed above
DATAFY
SEE SOURCE
VisaVue®
Travel
Real-World Intelligence
For The Tourism Industry
Visitor Center
Merchandise Partnership with Katie Kime
Budget • $15,000 (includes concept, licensing with Katie Kime and first batch of merchandise for the Visitor
Center). • This does not include any other licensing. If shield is used, BHCVB would pay fees under current
licensing agreement which is 10% of gross or
another negotiated rate based on an updated
agreement. • Description: • Beverly Hills will work with Katie Kime to develop a toile pattern celebrating the iconic
attractions of the city (ex: the Beverly Hills
Sign, Rodeo Drive, Greystone Mansion, etc.)
which will be featured on Katie Kime
merchandise and wallpaper that will be
carried in the Visitor Center and sold online.
tie
Visitor
shield
nt
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0 conic
lills
, etc.)
line.
Merchandise Partnership with Katie Kime
• Any licensing fees to use the shield, Rodeo
Drive signage, etc., if used, will be discussed
with the trademark owners once Council
approves the concept. • BHCVB will be able to use this pattern on merchandise not manufactured by Katie
Kime, but will have to pay a nominal annual
licensing fee. • Katie Kime also produces goods for
California (see pajamas right), Austin, New
Orleans, Houston, New York, Dallas,
Nashville and more.
ussed
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Vew
Summer BOLD
BOLD Summer 2023 Digital Marketing
BHCVB will support all summer activities with the following:
• Coverage of all activities in the city via owned social media channels. BHCVB will work with partner organizations to obtain imagery and appropriate content (ex.: Rodeo Drive Celebrates) • Event page on LoveBeverlyHills.com
• Marketing in Visitor, Travel Trade and Media eNewsletters • Bold banners outside the Visitor Center.
FY 23/24
Budget Summary
FY 2023/24 Budget Category Summary
Description 22/23 Budget 23/24 Budget % Change Notes
Domestic Marketing $1,677,400 $1,451,811 -13% Removal of short film and addition of more MICE activities International Marketing $406,170 $643,600 58% Global summit, events in Mexico and ILTM Cannes and Asia Interactive $327,634 $365,450 12% Increased retargetting, email testing and social media Collateral $36,750 $37,000 1% Inflation on premiums
Metrics/Research $40,350 $87,800 118% Economic Impact Study added Special Programs $50,000 $50,000 0% No Change
Added an additional position to assist marketing and sales, Operations, including Salaries, Taxes & Benefits $1,833,166 $2,133,749 16% increased rent, additional cyber insurance and inflation.
Visitor Center $40,000 $40,000 0% No Change
Total Cost of Programming Budget $4,411,470 $4,809,410 9% In FY 22-23 the initial $150,000 in FY 21-22 Carryover was used CARRYOVER Used Toward Funding Request ($150,000) to offset costs and reduce the overall funding ask to the City.
Total Funding Request $4,261,470 $4,809,410 13% The 13% is comparing $4,809,410 to $4,261,470 In FY 22-23, the BHCVB used the additional carryover above the $150,000 for a GCC Sales Mission, additional destination marketing, and salary for a new position.
In FY 23-24 the BHCVB proposes to use the initial $150,000 estimated in FY 22-23 Carryover for 2 additional domestic marketing sales missions to Northern CA and Miami or
+$125,664 +$150,000 Chicago.
CARRYOVER Request for Usage Toward New
Programs
Carryover Request
FY 22/23 Carryover
We anticipate that we will have a minimum of $150,000 remaining from FY 2022/23’s budget. The Carryover amount is due to staff changes and programs not coming in at the exact amount that was budgeted or changes in scheduled events. • Description of potential usage: • Leisure sales initiative in Northern California. This would be simular to what we do in NY but on a smaller scale). $75,000
• Leisure sales initiative in Miami or Chicago. Again, similar to New York, but on a smaller scale. $75,000
FY 2022/23 Carryover Request for Use
in FY 23/24
Northern California Sales Mission $75,000
Miami or Chicago Sales Mission $75,000
$150,000
Total Carryover Request for FY 23-24
Programming
FY 23/24 Budget Detail
Fiscal Year 23/24 Budget Preparation
2023/24
Proposed
Budget
Increased
costs*
Cost of New
Programs
New Programs 23/24 2023/24
Cost of
Discontinued
Programs 22/23
Discontinued
Programs
Description 22/23 Budget 22/23
Local/Holiday
Events
Domestic Marketing
$13,000 $4,500 $146,500
Luncheon for meeting
New York $130,000 planners; inflation
$100,000 $950,000
Influencer programs;
additional advertising
$1,250,000 Film $400,000 in Canada
Destination
Marketing
$1,000 $11,350 $131,500
Additional dollars for
Domestic PR $119,150 FAMs; inflation
$45,561 $173,811
Added American
Express, Northstar and
MICE Marketing $128,250 Maritz partnership
$50,000
Michelin and other last
minute VCA or partner
$50,000 opportunities
Partnership
Marketing
Fiscal Year 23/24 Budget Preparation
2023/24
Proposed
Budget
Increased
costs*
Cost of New
Programs
New Programs 23/24 2023/24
Cost of
Discontinued
Programs
22/23
Discontinued
Programs
Description 22/23 Budget 22/23
International Marketing
$11,000 $31,000
Additional dollars for
FAMs and Canada;
$42,500
Australia,
savings from
partnering
Sales Missions $62,500 with Virtuoso
$170,000 $230,000
Added ILTM Asia and
Cannes; IPW; booth
refurbish $33,670
Removed
Brand USA
and ILTM
Trade Shows $93,670 Americas
$5,000 $20,000
FAMs from GCC and
PR FAMs $15,000 Australia
$17,600 $222,600
Mexico representation
for 12 months (last
year was only 6
Representation $205,000 months);
Emerging Markets $30,000 Sales initiatives in MX $20,000 $50,000 $50,000 $50,000 Virtuoso Partnership In-market Programs $40,000 $40,000
Gathering of all Int'l
agencies in BH to
brainstorm and
present latest trends
Global Summit to partners
Fiscal Year 23/24 Budget Preparation
2023/24
Proposed
Budget
Increased
costs*
Cost of New
Programs
New Programs 23/24 2023/24
Cost of
Discontinued
Programs 22/23
Discontinued
Programs
Description 22/23 Budget 22/23
Interactive
$25,000 $250 $36,800
eMail acquitiion
Database/eMail $11,550 initiative; inflation
SEM/SEO $121,000 $121,000
Content $136,250 Inflation $1,250 $137,500
International
$8,000 $3,316 $70,150
Inflation; additional
retargeting; foreign
Domestic Site $58,834 language revisions
Collateral
Visitor Guide $21,000 $21,000
Premiums $15,750 Inflation $250 $16,000
Special Programs $50,000 $50,000
$46,000 $1,450 $87,800
Economic Impact study,
price adjustment for
Metrics/Research $40,350 STR, inflation
Fiscal Year 23/24 Budget Preparation
2023/24
Proposed
Budget
Increased
costs*
Cost of
New
Programs
New Programs 23/24 2023/24
Cost of
Discontinued
Programs 22/23
Discontinued
Programs
22/23
FY 22/23
Description Budget
$159,458 $1,204,477
Includes new position and
Salaries $1,045,019 COLA/Merit increases
Operations
$38,520 $38,520
This was accidentally left
PT Salalry off last year
Employee Taxes $92,147 Additional position $11,812 $103,959 $211,848 Additional position $22,592 $234,440
Employee
Benefits
$20,154 $194,554
Additional 23% increase for
Jul-Oct, 3% increase NovRent $174,400 June
Property Taxes $12,884 Increase due to new lease $1,004 $13,888 $27,100 $19,943 $343,914
Inflation; adjustments from
2022/23 actuals; new
Board Circle seat on US
$296,868 Trave; new cyber insurance
All other
operations
(insurance,
utilities,
professional
services, etc.)
Fiscal Year 23/24 Budget Preparation
2023/24
Proposed
Budget
Increased
costs*
Cost of New
Programs
New Programs 2023/24
Cost of
Discontinued
Programs
22/23
Discontinued
Programs
Description 22/23
Visitor Center
$5,000 $25,000
Inflation and new project with
Merchandise/Display $20,000 Katie Kime
Communications $10,000 $10,000
Collateral $10,000 Per actual spend $5,000 $5,000
TOTAL Programming Budget $4,411,470 $481,170 $814,646 $64,463 $4,809,410 ($150,000)
CARRYOVER to Used Toward
Funding Request
TOTAL Funding Requested $4,261,470 $4,809,410
+$125,664 +$150,000
CARRYOVER Request for Usage
Toward New Programs
BHCVB Board of Directors
Chair: Scott Berger, General Manager L’Ermitage Beverly Hills Vice Chair: Offer Nissenbaum, Managing Director Peninsula Beverly Hills Treasurer: Eliot Finkel, Former City Treasurer and Eliot Finkel Investment Counsel, LLC
Secretary: Bill Wiley, Director CBRE at Two Rodeo and Rodeo Drive Committee
City Liaisons: Linda Briskman, LJB Consulting
Sp. Projects: John Bendheim, Bendheim Enterprises
Antonio Bugarin, General Manager, The Waldorf Astoria Beverly Hills David Ecija, General Manager The Beverly Hilton
Kathy Gohari, Audemars Piguet and Rodeo Drive Committee Eugene Leonard, General Manager, Maybourne Beverly Hills Brittany Ruland, General Manager, AKA Beverly Hills
John Scanlon, General Manager, Beverly Hills Hotel
Pasquale Vericella, Il Cielo
Joining the Board in July, 2023:
Reed Kandalaft, General Manager Beverly Wilshire, A Four Seasons Hotel Attachment 2
BEVERLY HILLS
Conference & Visitors Bureau
Update on Fiscal Year 2022-2023
Remaining Programs and Initiatives
Agenda Item 2
April 26, 2023
Domestic Market Growth
The following data is based on Visa credit card spend FY Q1 and Q2 19/20, 20/21, 21/22 and 22/23. Average daily rate (adr) for calendar year (as reported by Smith Travel Research) 2022 was $752 vs. $634.50 in 2021. Please note that Visa payment type is about 1/3 of all domestic business. Q12019 Q12020 Q12021 01 2022 LA/OC $162,837,930 $123,168,617 $156,754,857 $194,914,853 New York $8,301,171 $2,990,208 $6,647,851 $10,981,726 San Francisco $6,496,838 $2,259,216 $4,793,802 $5,930,008 San Diego $2,903,497 $1,837,763 $2,964,446 $4,985,088 Las Vegas $1,988,663 $2,102,382 $2,407,151 $2,734,413
Chicago $1,903,759 $1,083,371 $2,016,653 $5,076,597
Surpassed 2019
Q22019 02 2020 02 2021 02 2022
LA/OC $186,042,963 $115,665,579 $173,145,172 $217,881,581 New York $8,026,768 $2,630,413 $6,773,042 $9,388,718 San Francisco $6,823,384 $2,180,595 $4,912,746 $5,207,064 San Diego $2,824,736 $1,834,456 $3,341,191 $3,889,612 Las Vegas $2,184,114 $1,513,546 $2,671,685 $2,672,816
Chicago $2,018,636 $747,349 $2,161,401 $2,919,117 Surpassed 2019 Hotels have indicated that domestic business (all markets) is on average 80% of total business. Top domestic markets as reported by hotels, is those above plus the Miami area. CONFERENCE &
VISITORS BUREAU
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International Market Growth
The following data is based on Visa credit card spend for FY Q1 and Q2 19/20, 20/21, 21/22 and 22/23 (Q3 is not available yet). All markets, but China and Qatar in FY Q2 2022, have performed better than 2019. Please note, Visa payment type represents only about 20% of all spend for international markets. International
Feeder City Ql 2019 Q12020 01 2021 FY Q1 2022
China $9,555,160 $1,876,267 $2,394,148 $4,745,124 Canada $4,417,812 $470,132 $3,045,062 $4,963,471 Indonesia $908,419 $76,062 $1,896,231 $1,700,276 UAE $2,913,207 $151,706 $4,148,226 $3,501,444 Qatar $2,528,955 $287,848 $8,244,980 $4,539,693
Mexico $1,056,428 $234,717 $1,244,263 $1,426,036
Surpassed 2019
International
Feeder City Q22019 Q22020 Q22021 FYQ2 2022
China $11,100,844 $1,773,667 $3,635,928 $4,894,673 Canada $3,562,807 $520,075 $3,315,676 $4,926,036 Indonesia $1,259,207 $146,830 $3,009,365 $2,003,023 UAE $1,281,892 $31,324 $1,731,001 $1,479,352 Qatar $1,281,784 $319,903 $1,512,933 $1,009,861
Mexico $1,050,446 $462,297 $1,296,400 $1,615,055
Surpassed 2019
Hotels have indicated that total International business (all markets) is w·. on average 20% of all business and that Australia and Saudi Arabia are also strong. CONFERENCE &
VISITORS BUREAU
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The Art of Luxury Through The Years
Keeping with our Holiday theme for a consistent aesthetic, BHCVB has created a bespoke Spring 2023 campaign that illustrates and conveys our storied past and vibrant present.
Animated Campaign Banners
The Art of Luxury Through The Years
Campaign Microsite. Campaign flight is April 17 - June 30, 2023 Short Film
Short Film
The Short Film is scheduled to launch the end of May 2023. The following represents marketing plans and Celebrity Voiceover. $400,000 budget includes: production (with multiple edits) of 3:21 minute film, project management, music, actors and dancers, photo shoot with Diego Uchitel, BAFTA director Chris Cottam, a-list stylist Petra Flannigan, social media strategy and preparation of content, celebrity voiceover, ownership of all assets in perpetuity, availability of talent for media events and activities. PR • Release on the wire domestically and pitch to key publications • Pitch Internationally • Show at media events in Los Angeles, Middle East and Mexico lnstagram
• Reels with shorter cuts • Link in Bio to full film • Behind the scenes content • Posts with still photos from Diego Uchitel and link to full film • Stories with countdown to watch full film • Stories with stickers and link to watch full film • Behind the scenes stories • All content boosted as part of original marketing plan and social media existing budget
Short Film
Twitter
• Social content that has been cut down to short trailer • Twitter Video Cards with link to site • Full Video • Behind the Scenes cut shorter to full video • Diego Uchitel photography linking to site to watch full video YouTube
• Full Film • Behind the Scenes Edits
YouTube Shorts
• Social edits in 9: 16 format • Behind the scenes social edits in 9: 16 format Still to be completed: • Colorization • Voiceover • Sound Clarity Latest Update for Short Fil111 to be played at Meeting
May be viewed prior at the following link:
https://f.io/8VWnWw.Jq
USGA
123 U.S. Open Championship
June 15 - 18, 2023
U.S. Open Championship
Beverly Hills will celebrate the US Open 2023, to be held at the Los Angeles Country Club (LACC) for the first time in the history of the tournament, with advertising and activations. Like our Super Bowl L VI advertising campaign (February 1-- 13, 2022), BHCVB will promote Beverly Hills to visitors in-market to dine, shop and play during the lead up to the U.S. Open Championship via digital display advertising. Creative will be given a refresh with the addition of a 'golf' frame. 123RD
U.S.OPEN
U.S. Open Championship Activations & Gifts
Locals and visitors alike may participate in a host of events from Thursday, June 15, 2023 - Sunday June 18, 2023 which will be spearheaded by our hotel partners.
BHCVB will provide each of our hotel partners 100 branded gifts - a set of 3 branded golf balls displayed in custom packaging - to be distributed at their events as prizes and mementos. Participating hotels include: L'Ermitage, Beverly Wilshire, Maybourne and the Beverly Hilton.
Cuisine & Couture
Cuisine & Couture
In celebration of the incredible pillars of stay, shop and dine, BHCVB has developed a Cuisine and Couture
campaign that will use the timing of major fashion events to showcase the fashion and lifestyle of Beverly Hills.
The first iteration will be launched simultaneously to the Met Gala on May 1 and will incorporate nods to Karl Lagerfeld's (the theme of the Gala) incredible style and design genius with specialty pastries and dishes as well as vintage Chanel. We will not be working with Chanel
or Met Gala directly and will use language "in honor of' and/or "to celebrate." • We will use professional videographer, Calvin Khurniawan, who we have worked with on numerous projects, to shoot videos that will be featured in influencer and our owned channels. We will boost all posts.
Cuisine & Couture
• This first installment will feature the Beverly Wilshire and L'Ermitage with the influencers below. • The second installment will take place with different hotels and influencers during NY Fashion week in
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Travel Trade
Q4- Travel Trade
Additional international Travel Trade activities
include: May:
• Middle East Sales Mission to Doha, Kuwait City,
Riyadh, Abu Dhabi and Dubai to meet with travel
trade, media and influential consumers. Our Chair of the Board will be joining us. June • PROUD travel trade show June 5-7 and luxury
Beverly Hills familiarization event June 3-5. BHCVB
to work with an event company to create an "Endless
Possibilities" theme that will showcase the best of the best of Beverly Hills. • Mexico City Luxury Lab to meet with all relevant travel trade, media and influential consumers in the
region. ' I t.· 'i. fl PROUD '#, EXPERIENCES a'JS'~ l jl. . · 5 ,.?J . . }023 ·�tos Angeles, CA ls% Belong everywhere = LUXURYLAB GLOBAL he mos rnporatter brand and taiguenet r Agner.ca FY 22/23 Group Sales through Q3
Group Sales through Q3 2023
Year-to-Date Destination Group
Sales Activity
107 Inquiries
58,128 lead room nights
$21,072,820 in estimated value
(almost $3,000,000 in TOT)
7418 booked room nights with
estimated value of $3,020,560 (not including F&B, room rental fees and sales tax for non lodging expenses)
($422,000 in TOT)
Year-to-Date Group Lead
Distribution to Hotels
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Website Visitor Re-Marketing & Hotel Referrals
Launched May 2021, this evergreen 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.
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Explore Brilliantly
Results for July 1, 2022 -- March 31, 2023:
• 2,431,245 impressions • $3,500/month investment • 96,763 clicks to BHCVB hotel booking page • 0.40% click-thru-rate (CTR) (benchmark is 0.10%) • 16,933 unique hotel clicks from ALL activity on the BHCVB hotel booking page for the period > @ 2%,
339 estimated bookings ( conservative assumptions)
• $505K estimated hotel room revenue generated from
BHCVB booking referrals - $16:$1 ROI
• 117,348 LoveBeverlyHills.com /hotels page views
BOLD Summer 2022 Recap
FY 2022/23 BOLD Summer Budget
Summer BOLD Description Amount
Concepts & Banners $20,000
Digital Asset Production and Development $14,000
Three Holiday Print Ads Plus Creative $7,500 Targeted Digital Media $110,000 TOTAL $151,500 PAID BY BHCVB FROM FY 22/23 PLAN $1,500
TOTAL APPROVED REQUEST FROM THE
CITY $150,000
BOLD Summer 2022 Digital Marketing
Street pole banners designed by Yes Design Group. BOI c vu«v
BOLD Summer 2022 Digital Marketing
Digital media marketing and conquest campaign
with Datafy.
Campaign Flight: July 20 - September 6, 2022
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BOLD Summer 2022 Results
Campaign Results: • Total Impressions: 9,973,693; 4% more additional impressions delivered • Unique Reach: 1,206,929 • Maximizing awareness and reach was primary goal of campaign • Total Clicks Delivered: 9,105 • Click Through Rate (CTR): 0.09% (Tourism is usually .08%) • Total Video Views: 2,013,425 Incremental Lift: Luxury Competitive Conquest Segment
Overall lift of ad-aware People who were served People who were served People who clicked on a audience visitation 30 or fewer impressions more than 30 impressions Datafy digital ad £ $ Ci) €
9.6x 9.1x 12x 13.1x
More Likely to Visit More Likely to Visit More Likely to Visit More Likely to Visit Luxury Competitive Conquest was highly effective to sway new visitation from key audiences who had previously visited competitive luxury hotels, but not Beverly Hills' tracked hotels. This strategy is increasing Beverly Hills' market share.
Beverly Hills Duets
Beverly Hills Duets 5-Part Video Series
Beverly Hills Duets is a five-part video series created by the Beverly Hills Conference & Visitors Bureau featuring complementary experiences that showcase the many things to see and do in the city of Beverly Hills. Carats & Cocktails Cuisine & Culture Motorcars & Manors Parks & Pooches Sun & Shade
Beverly Hills Duets 5-Part Video Series
BHCVB launched paid social media promotion on Facebook and Twitter August 15 through September 30, 2022 to boost awareness and engagement.
Social media posts featured a 0:30 cut down of each video with links to the longer form videos on YouTube. • Facebook garnered 89% of the impressions and Twitter 11 %. • Video View Rate:
• Facebook: 99.24% • Twitter: 11.95%
Results: 853,652 total video plays at a cost of $0.01 per video play Episode Plays % Plays Impressions
Sun & Shade 326,333 38.2% 351,568 Carats & Cocktails 226,392 26.5% 244,547 Motorcars & Manors 137,503 16.1% 149,850 Parks & Pooches 102,866 12.1% 118,828 Cuisine & Culture 60,558 7.1% 86,504
Total 853,652 100.0% 951,297
BOLD Holidays
BOLD Holidays 2022
BHCVB developed new Holiday 2022 creative to support hotel packages, the destination, holiday lighting and city activities. Total Budget: $236,500 ($110,000 from BHCVB FY 22/23 work plan and $126,500 approved additional funding from the City). $110,000 for Concepts and Digital Media - BHCVB
1. Creative concepts for advertising
2. Targeted media placement to key feeder markets and demographics $126,500 For Advertising and Asset Production -Additional funding
1. Production of all digital assets
2. Microsite development
3. Videos to promote BOLD Holidays on NBC
Holiday Cheer Through The Years
Animated Campaign Banners
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Holiday Cheer Through The Years Results
Sample Digital Advertisement
Chicago Tribune 300x250
Campaign Flight: November 14 - December 31, 2022
MNI Digital Marketing Campaign Results:
• Impressions: 7,875, 195
• 465K or 6% more impressions than contracted at no additional cost • Clicks: 13,021
• Display Click Through Rate (CTR):
• 0.16% (vs. 0.13% benchmark)
• Holiday Destination Video Completion Rate (VCR):
• 87.8% (vs. 75% benchmark)
• LoveBeverlyHills.com Holiday Cheer Through The Years Microsite:
• Page Views: 19,541 • Average Time on Page: 1:44
FY 22/23 NBC Southern California Broadcast Videos
With partners 62Above and NBC, BHCVB created, produced and broadcast two videos with host, Jessica Vilchis, promoting the Rodeo Drive Holiday Lighting Celebration and Destination during the holiday season.
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FY 22/23 NBC Southern California Broadcast Videos
Media Buy Details:
• Media: NBC SpotOn (Connected TV & Digital), KNBC Los Angeles and NBC San Diego
• Regions: Greater LA and San Diego regions (Including Orange County) • Schedule: 6-Week NBC Flight: November 7 - December 18, 2022 • Length: Two :30 TV commercials: Rodeo Drive Holiday Lighting Celebration & Destination Holiday Getaway
• Connected TV: Programming targets $200K+ Household Income consumers • Digital Banner Ads: Run of site on NBCLosAngeles.com & NBCSanDiego.com Campaign Results:
• Total Broadcast and Connected TV Spots: 158 • Total impressions: 2,743,215 • Average Media cost per thousand (CPM): $34.30; consistent with LY ($34.09) • Broadcast medium is no longer a buyer's market vs. prior BHCVB buys during COVID and calendar year Q4/holiday is expensive. Average CPM is $35-$65 (primetime ). CPM also includes production for 2 videos and host fee.
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Visit California Fall 2022 Expedia Co-op
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Co-op objective is 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: October 1-- December 31, 2022
• BHCVB Contribution: $50,000 • Visit California Contribution (25%): $12,500 • Expedia Contribution: $62,500 • Total Media Investment: $125,000 • Planned Impressions: 2.7M
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All Beverly Hills hotels participate individually with Expedia, an Online Travel Agency (OTA), on their own accord. BHCVB often develops an umbrella destination campaign with Expedia during shoulder seasons, driving additional business.
• Delivered Impressions: 3,023,381
• 325K or 12% more than contracted
• Clicks: 1,443 • Click Through Rate (CTR): 0.05% (Expedia benchmark is 0.03 - 0.05%) • Campaign Booking Revenue: $323,279 • Campaign Room Nights: 503 • BHCVB Expedia Group Campaign ADR: $643 • BHCVB's campaign contributed 8.8% of room nights for the period and 8.2% of booking revenue; activity is a direct result of engagement with our campaign ads C . visit . Ia @Expedia id Hotels.com
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Beverly Howls Public Relations Campaign
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[he Beverly Hilton
situated on the crossroads of Santa Monica and Wilshire Boulevards, The Beverly Hilton is perfectly suited for you and your pooch, especially if Fido has stars in their eyes. Home to several glitzy red-carpet events, including the Golen Globes, a0da short distance from Rodeo Drive, this iconic hotel is where entertainment meets fashion and Beverly Hills meets Hollywood The Beverly Hilton welcomes a limit of two furry friends up to 75lbs for an additional $50 per pet, per stay. Pooch owners can visit wit Roger Memorial park for some exercise and playtime Just a short walk away, or relax poolside under pink and white striped umbrellas with cabana rooms in the backdrop. Be sure to pack sunglasses for you and your pup, as you are bound to be starstruck at the Beverly Hilton! L'Ermitage Beverly Hills L'Eritage opened its doors in 1975. Hidden away on one of Beverly Hills' iconic palm-lined, residential boulevards, the hotel is a discreet, luxurious getaway just a few moments away from the city'shriving center Every traveler that visits L'Ermitage is a special guest, and the hotel's unparalleled service has established the destination as the longest tenured Forbes Sestar all-suite hotel pooch pals are welcomed by name to L_'Ermitage, with a luxe dog bed, leash, food and water bowls waiting for them in-suite upon arrival, along with plush toys and delicious treats. If you need to head out, your furry friend can still make the most of the city with a dog walk, arranged by the concierge, or if they'd rather have d snooze in your suite, a 'pet in room' door hanger ensures that they'll remain undisturbed >
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AKA Beverly Hills' luxury apartments are the perfect choice for discerning guests, and their pets, who seek accommodations for extended stays of 7 mights or longer It is an exclusive, contemporary residential oasis offering spacious residences, with fully equipped gourmet kitchens, custom furnishings and private balconies There is plenty of dog-friendly private outdoor space on-site. Plus ust across the street, Crescent Park boasts additional space and greenery to play outside AKA Beverly Hills is located just a short walk from Rodeo Drive and is within close proximity to trusted neighborhood pet stores and groomers www.stay aka.com/aka-beverty-hits
pet fee.$25 per night (service animals with proper paperwork are complimentary)
Beverly Hills Community Dog Park
Located at Foothill Road and Alden Drive the Beverly Hills Community Dog Park offers access for VIDs (Very Important Dogs) with off.leash areas for pooches of all sizes. The park is designed especially for canines, kept very clean and even equipped with poop bags. There's plenty of park seating and several drinking fountains for both dogs and their owners! There is also a supply of tennis balls that stay in the park that your dog can enjoy playing with lf you are planning to visit with your pet, you will need to register them to receive your dog tag permit. The dog park is open daily from 6 am. to 9pm. for registered Beverly Hills residents, people who work in Beverly Hills, hotel guests, and residents' guests. Park Rangers will check for dog tag permits Dogs must be accompanied by an owner of 14 ears or old To register your pet, visit
( bevtytitts.org/do9parkapp
The Avalon Hotel is inspired by timeless mid-century modern design and personal service. It has a relaxed California environment, with views of an hourglass shaped pool and private Cabanas. The Avalon Hotel is known for its Hollywood celebrity history, previously serving as Marilyn Monroe's residence. The Avalon Hotel was frequented by the hikes of Mae West, Lucille Ball and Desi Arnaz, all of whom were dog owners The hotel offers dogs a plush Casper bed, feeding bowls and doggie treats, providing your pooch the pampering it deserves The best part is that a portion of the pet fee is donated to the Best Friends Animal Society whose mission is to eradicate homeless pets, allowing you and your dog to stay in style and comfort while feeling good about giving back fl wwavalon-hotel.com/beverdy-hills
Coldwater Canyon Park Coldwater Canyon Reservoir Park is considered unique as it was built over an 8-million-gallon reservoir The beautifully landscaped green space is on the east side of Coldwater Canyon at Beverly Drive, and provides over S.5 acres of walking and stick-throwing space for your furry friend. To cool down, pets can lounge in shaded seating areas or by the fountain and n0ON. Beverly Drive, Beverly Hills, CA 90210
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Beverly Howls Public Relations Campaign
In celebration of National Dog Day in August 2022, and because we know that everyone loves pet on Social Media, BHCVB launched Beverly Howls, designed to resonate within our owned channel audiences and to tout all of the wonderful amenities available to pet owners in Beverly Hills.
Six (6) BHCVB lnstagram carousel posts led up to the Pampered Pooch Guide release. Results: • Reach: 120,065 unique lnstagram accounts • Impressions: 147,684 • Engagements: 1, 170 • Ad Recall: 5,040 • Meta (lnstagram and Facebook) estimated 5,040 users would remember seeing posts within 2 days
• LoveBeverlyHills.com Article:
• 712 page views • 01 :53 average time on page
• 13M PR impressions • 13 Stories including KTLA, NBC, Travel Weekly and ITV1 London
INTRODUCTION & CONTENT
Immerse yourself in the luxury of Beverly Hills. Discover hidden gems and destinations you didn't know existed! Meander through green spaces, indulge in rich and cultural cuisines and pamper yourself with the glamour of Rodeo Drive. The trip of a lifetime is at your fingertips with this comprehensive guide on hot spots and the best locations to tantalize the senses. From afternoon teas to restaurants and parks, we've curated 8 iconic trails for you to browse and explore the city of Beverly Hills. 01. Caviar & Bubbly p.03
02. Sweets & Treats p.08 03. A Step Back in History p.13 04. Scene and Be Seen p.18 05. Red Carpet Ready p.23 06. Around the World p.28 07. An Artist's Dream p.33 08. The Great Outdoors p.38 Happy Trails PR and Social Media Campaign
Results to date include the following: Remaining content to be released include Caviar and Bubbly, An Artist's Dream and The Great Outdoors: PR Impressions:
200,622,141 Stories:
10 (with 5 stories yet to be launched)
Impressions:
Twitter- 41,983
Facebook-122,252
Instagram - 28,258
Total Impressions:
192,493