YEAR IN REVIEW 2021-2022
LOOKING AHEAD 2022-2023
Attachment 2
DRAFT
Dear Tourism Partners,
The Burbank travel industry has rebounded sooner than anticipated and is on the right path to achieving 2019 figures.
The continued recovery is further enhanced by future investments in hospitality infrastructure. These include Elevate BUR, Hollywood Burbank Airport terminal replacement project providing the same convenience and easy access passengers enjoy now while elevating the travel experience. The target opening for the replacement terminal is 2026.
Five new hotels are on the horizon representing 1,073 new rooms and increasing citywide inventory by 140%. Add to this the new Warner Bros. Tour Center, Super Nintendo World at Universal Studios Hollywood opening in 2023, the conversion of Holiday Inn Burbank Media Center to independent boutique property Hotel Burbank, and makeovers planned for Residence Inn Burbank Downtown and Courtyard by Marriott Los Angeles/Burbank Airport, and the picture is clear: the Burbank travel market is poised for growth.
Looking ahead, growth will be steered by multiple digital campaigns continuing with the theme of A Better Way to See LA. Advertisements will target: drive markets within a 300-mile radius; nonstop flights coming into the Hollywood Burbank Airport; the bleisure market; and major sporting events with the goal of achieving 29 million impressions.
Digital marketing efforts will be supported by a robust social media presence, influencer collaborations, the Universal Studios Hollywood Partner Hotel Program, the Hotelplanner Preferred Member Program, relationships with the travel trade, and more.
I’m excited to announce our Board of Directors has appointed four new members from the Burbank hospitality industry to help guide us to new levels of excellence. I’d also like to express my gratitude to everyone who helped make 2021-2022 such an important year for Visit Burbank and am looking forward to working with each of you as we continue the upward momentum in 2023 and beyond.
Nerissa Sugars
Board Chair
Burbank Hospitality Association
CONTENTS
YEAR IN REVIEW | 2021-2022
2 ABOUT/ ANNUAL BUDGET
3 MISSION
4 MARKETING & SALES | 2021-2022
5 SALES GOALS | DESTINATION DEVELOPMENT GOALS
6 DIGITAL ADVERTISING
7 CO-OP CAMPAIGN
8 SOCIAL MEDIA
9 NEWSLETTERS
10 TARGETED CAMPAIGNS
11 UNIVERSAL STUDIOS HOLLYWOOD PARTNER HOTELS
12 HOTELPLANNER PREFERRED MEMBER PROGRAM
13 INFLUENCER COLLABORATIONS
14 TRAVEL TRADE
LOOKING AHEAD | 2022-2023
16 MARKETING & SALES
18 INFLUENCER PROGRAM
20 DESTINATION DEVELOPMENT
21 ONEBurbank
22 STRATEGIC PARTNERSHIPS
24 INVESTMENTS IN TOURISM
26 BURBANK TOURISM INSIGHTS 2021
28 HOTEL OCCUPANCY
30 BURBANK HOTELS
32 BOARD OF DIRECTORS AND STAFF
WELCOME
| 3
55%
to Sales and Marketing
at $605,000 per year
20%
to Destination Development
at $220,000 per year
20%
to Administration
and Operations at
$220,000 per year
5%
to Contingency / Reserve
at $55,000 per year
ABOUT | BUDGET
2 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022 *Assessments have been heavily impacted by the COVID-19 pandemic and are 50% less than previous budget years.
ABOUT
The Burbank Hospitality Association, the governing body of the Tourism Business Improvement District (TBID) and doing business as Visit Burbank, was formed in 2011 and is funded by a 1% assessment on overnight stays in Burbank hotels with more than 25 rooms.
ANNUAL BUDGET
Visit Burbank operated with a $1,100,000 budget* in Fiscal Year 2021-2022 which was allocated as follows:
MISSION
MISSION
Visit Burbank’s mission is
to boost hotel occupancy
by positioning Burbank as
a regional, national, and
international tourist
destination.
MARKETING & SALES
SALES GOALS
The goal of promoting Burbank as a top leisure and business destination is achieved by:
• Geo-targeting travelers within a 300-mile radius, and nonstop flight markets into the Hollywood Burbank Airport
• Branding Burbank as a desirable conference and convention destination featuring a quality mix of conference hotels and non-traditional special event venues • Increasing overnight group stays by partnering with tour operators, online providers such as Hotelplanner, and special events
• Collaborating with Influencers and media to showcase Burbank accommodations, attractions, and amenities
• Leveraging marketing efforts through partnerships with Downtown Burbank Partnership, the Hollywood Burbank Airport, the Burbank Chamber of Commerce, DC Comics, Warner Bros. Studio Tours Hollywood, and Universal Studios Hollywood
DESTINATION DEVELOPMENT GOALS
Destination Development invests in projects designed to elevate the Burbank visitor experience and create a more defined sense of place. Projects include:
• The creation of monumental superhero statues citywide in partnership with DC Comics
• Providing High-Speed Fiber Optics Internet Service for hotel guests through a partnership with Burbank Water & Power’s ONEBurbank
• Promoting new airline nonstop service to increase awareness of Burbank as a destination
4 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
DESTINATION DEVELOPMENT GOALS
SALES GOALS
| 5
MARKETING & SALES
DIGITAL ADVERTISING
Visit Burbank’s digital advertising campaign drives demand for hotel accommodations and attractions by focusing primarily on domestic and regional markets, with an emphasis on road trips and nonstop flights into the Hollywood Burbank Airport. Advertising channels include Google Display, Google Pay per Click, the Visit California Custom Co-Op focusing on Canada, and boosted social media posts on Facebook and Instagram.
VISIT CALIFORNIA
CO-OP CAMPAIGN
Visit Burbank partnered with Brand USA and Visit California on a multichannel campaign targeting Canadian travelers in 2nd Quarter 2022.
2.6M Impressions
Up 125% compared to 2020-2021
(Source: Google | Facebook | Instagram Visit California Custom Co-Op report) 6 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022 | 7
DIGITAL ADVERTISING
VISIT CALIFORNIA CO-OP CAMPAIGN
R E S U L T
Fly nonstop from Chicago to LA the quick
and easy way, into convenient Hollywood
Burbank Airport. Soak in all of the SoCal sun
visitburbank.com
Visit Burbank
A Be/t_ter Way to See LA!
Book now
Like Comment Share
Visit Burbank
Sponsored
MAKE A REAL HOLLYWOOD
ENTRANCE, CHICAGO
FLY NONSTOP TO BURBANK
/gid00002/gid00001/gid00003/gid00032/gid00047/gid00047/gid00032/gid00045/gid00001/gid00024/gid00028/gid00052/gid00001/gid00047/gid00042/gid00001/gid00020/gid00032/gid00032/gid00001/gid00013/gid00002 Find your perfect California
vacation in Burbank.
PLAN NOW
Visit
TheUSA.ca
R E S U L T
4.1M Impressions
$158.7K in Hotel Bookings
representing 725 nights
$80K in Airline Tickets
representing 385 flights
MARKETING & SALES
SOCIAL MEDIA
Social media channels engage travelers with posts about Burbank hotels, shopping neighborhoods, attractions, and fun things to do targeting road trippers, nonstop feeder markets, and the Los Angeles region. Posts are supplemented with short video content to boost engagement. Visit Burbank broadened its appeal to a new generation of tourists with Tiktok reels in summer 2022. 8 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022 | 9
SOCIAL MEDIA
SOCIAL MEDIA
Facebook
4.7M Impressions
51.4K Engagements
30.8K Followers
Instagram
1.8M Impressions
30.7K Engagements
8K Followers
Twitter
199K Impressions
7.4K Engagements
3.4K Followers
TOTAL
6.69M Impressions
89.5K Engagements
42.2K Followers
R E S U L T
TARGETED CAMPAIGNS
With major sporting events on the return and in preparation for the Los Angeles 2028 Summer Olympics, Visit Burbank developed campaigns targeting sports fans visiting the region to secure room nights for the big games.
In addition, Visit Burbank established marketing partnerships with the following:
Starlight Bowl Campaign
12 Weekly Social Media Ticket Giveaways
Summer 2022
32K Impressions
1.3K Engagements
Batman Statue Sweepstakes
in partnership with DC Comics
24.1K Impressions
3.6K Engagements
Super Bowl LVI Campaign | Game February 13
39K Impressions
1K Click-throughs to the website
MLB Campaign | Game July 19
511K Impressions
3.1K Click-throughs to the website
10 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
NEWSLETTERS
TARGETED CAMPAIGNS
| 11
R E S U L T
4.7M Impressions
4.1K Click-throughs to the website
17K Engagements
MARKETING & SALES
NEWSLETTERS
Monthly newsletters support the social media strategy with detailed stories about upcoming events, hotel accommodations, new shops and restaurants, and attractions updates.
R E S U LT
25.5% Open Rate
2.37% Click-Through Rate
2K Opt-in Subscribers Influencer-led Metrolink
Adventure Train Scavenger Hunt
May 14
950K media impressions
4.16M Impressions
12.1K Engagements
12 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
UNIVERSAL STUDIOS HOLLYWOOD
HOTELPLANNERSMARKETING & SALES
UNIVERSAL STUDIOS HOLLYWOOD
PARTNER HOTELS
To gain visibility with theme park attendees, Visit Burbank funded the participation of nine Burbank hotels in the Universal Parks & Resorts Vacations Partner Hotels program. As a result, Partner Hotels are included on www.universalstudioshollywood.com, where hotel packages can be purchased directly by park visitors.
HOTELPLANNER
PREFERRED MEMBER PROGRAM
With the goal of developing group bookings, Visit Burbank funded the participation of 10 Burbank hotels as Preferred Members with HotelPlanner, the largest online group hotel reservation system in the world.
| 13
R E S U L T
$1.2M Hotel Bookings
Up 660% compared to 2021
(Source: UPRV, August YTD report)
R E S U L T
$4.2M Group Business
Up 250% compared to 2021
(Source: Hotelplanner)
14 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
MARKETING & SALES
INFLUENCER COLLABORATIONS
Influencers tell the Burbank story in compelling ways to their followers reaching new audiences by creating original content. Their stories and reels give followers direct insight into hotels, attractions, lifestyles, and newsworthy tips reinforcing Burbank as a travel destination.
TRAVEL TRADE
The travel trade is instrumental in attracting domestic and international visitors. By attending established trade shows such as IPW, Visit Burbank helps hotels to secure long-term tour operator contracts to increase future room nights.
INFLUENCER COLLABORATIONS
TRAVEL TRADE
| 15
R E S U L T
60 Tour Operator Contacts Established
30 Hotel Site Visits Initiated
R E S U L T
6 Influencer Visits
290K Combined Followers
3.6M Impressions Generated
LOOKING AHEAD
MARKETING & SALES
Visit Burbank is launching a new digital campaign with updated photography and branching out to new markets such as bleisure, the extension of business meetings into personal vacations. Target markets remain road trippers, nonstop feeder markets into the Hollywood Burbank Airport, and the greater Los Angeles region.
SOCIAL MEDIA ADVERTISING
Primary channels are paid ads on Instagram and Facebook geo-targeted to nonstop feeder markets into BUR
BLEISURE MARKET ADVERTISING
A digital campaign encouraging the corporate meetings sector to extend their stay by converting business trips into leisure getaways.
GOAL
29M Projected Impressions
ROAD TRIP AND DRIVE TIME MARKET ADVERTISING
Campaign to increase regional visitation within a 300-mile radius. 16 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
MARKETING & SALES
| 17
MARKETING & SALES
18 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
INFLUENCER PROGRAM
INFLUENCER PROGRAMLOOKING AHEAD
INFLUENCER PROGRAM
Visit Burbank will continue to build relationships with key influencers to promote travel and inspire audiences with niche and authentic content highlighting local businesses, neighborhoods, hotels, attractions, the culinary scene, family-friendly activities, and iconic landmarks. The primary focus will be on short-form videos favored by Instagram Reel and Tiktok users. lifehacksla
150K followers
traveling_jen
7.3K followers
thesocalgal_
77.5K followers
adorkable_adventures
13K followers
socalfunfamily
17.1K followers
diariesofatravelista
142k followers
| 19
GOAL
6 Influencer Visits
290K Combined Followers
3.6M Impressions Generated
20 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022 GOAL
• Build Awareness of Burbank as a Visitor Destination
• Integrate “Media Capital of the World” into the Heart of Burbank’s Tourism Districts
DESTINATION DEVELOPMENT
ONEBurbank
ONEBurbank
Visit Burbank will continue to fund the participation of ten hotels in Burbank Water & Power's ONEBurbank high-speed fiber internet service, enhancing the internet access/experience for hotel guests.
| 21
LOOKING AHEAD
DESTINATION DEVELOPMENT
A second in the series of monumental bronze statues sponsored by Visit Burbank is set to be unveiled in March 2023 in front of the Warner Bros. Tour Center in Burbank’s Media District.
The Wonder Woman statue will join Batman, inaugurated in November 2020 in Downtown Burbank as part of the multiyear partnership between Visit Burbank and Burbank-based DC Comics.
GOAL
• Offer the Highest Quality High-Speed Internet Service to Hotel Guests
• Demonstrate Hi-tech Leadership as Media Capital of the World 22 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022 GOAL
• Generate 1K additional room nights
• Attract 7K attendees
STRATEGIC PARTNERSHIPS
STRATEGIC PARTNERSHIPS
| 23
LOOKING AHEAD
STRATEGIC PARTNERSHIPS
Visit Burbank is sponsoring three targeted special events in 2022-2023 demonstrating potential for overnight hotel stays and contributing to citywide economic activity.
CTN Animation eXpo
Nov 17-20, 2022 | Los Angeles Marriott Burbank Airport Hotel An artist-to-artist conference geared to inspiring, empowering, and connecting animators from around the world.
MUSEXPO and California Entertainment Week
March 19-22, 2023 | Castaway
One of the world’s leading music business and conferences showcasing all facets of pop culture.
Attracts leaders, thinkers, and influencers from across the globe that are shaping the future of the music industry.
Burbank International
Film Festival
September 21-24, 2023
AMC Burbank 16
Burbank’s premier film festival complete
with screenings, afterparties, receptions,
and networking opportunities at numerous
venues across the city.
24 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
INVESTMENTS IN TOURISM
INVESTMENTS IN TOURISM
| 25
LOOKING AHEAD
INVESTMENTS IN TOURISM
AIRPORT REPLACEMENT
TERMINAL (Elevate BUR)
2627 N Hollywood Way
Airport District
14-gate, 355,000 sq. ft. replacement
terminal with up to 6,637 parking spaces.
2025 OPENING
ALOFT AND RESIDENCE INN
HOTELS
2500 N Hollywood Way
Seven-story property consisting of
a 219-room Aloft and 201-room
Residence Inn on a 250,925 sq. ft. lot with
onsite restaurants, meeting rooms, and
roof top amenities.
TO BE CONSIDERED BY CITY COUNCIL
IN 2023
LATERRA SELECT BURBANK
777 Front Street
Seven-acre mixed-use residential/
hotel/commercial project on an
832,123 sq. ft. lot with 573 rental units,
a 307-room hotel, and retail space
2023 -2025 OPENING
AC HOTEL
550 N Third Street
Six-story 196-room hotel in
38,803 sq. ft. with 3,800 sq. ft.
of restaurant space.
OPENING DATE TBA
CAMBRIA HOTEL
2801 N Hollywood Way
(part of Avion Project)
Six-story 150-room hotel on an 80,183 sq. ft. lot with
ground level bar, fitness center, and meeting rooms.
2023 OPENING
26 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022 BURBANK TOURISM INSIGHTS 2021
BURBANK TOURISM INSIGHTS 2021
| 27
BURBANK TOURISM INSIGHTS 2021
Visit Burbank partner, Burbank Economic Development initiated a tourism impact report to gage the economic impact of tourism in 2021. While 2021 was a hybrid year with travel still remerging from the pandemic and its consequences, the report nevertheless provides valuable insights and establishes a new baseline for measurement of future growth. The study demonstrates the importance of the Burbank travel market relative to other economic sectors. (Source: Tourism Economics)
6.5K
JOBS SUSTAINED
BY VISITORS
$107M
Spent on
Lodging
$97M
Spent on
Transportation
$158M
Spent on
Retail
$149M
Spent on
Recreation
and Entertainment
$130M
Spent on Food
and Beverage
$641M
TOTAL SPENT
BY VISITORS
BURBANK HOTELS
| 2926 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2020-2021
HOTEL OCCUPANCY
GROWTH IN HOTEL OCCUPANCY (As of October 2022)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
75% 78% 79% 81% 84%* 83% 82.5% 82.5% 66.5%** 67.4% 74% GROWTH IN AVERAGE DAILY RATES (ADR) (As of October 2022) 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
$118 $123 $134 $148 $170* $161 $162 $164 $157** $141 $177 GROWTH IN REVENUE PER AVAILABLE ROOM (RevPAR) (As of October 2022) 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
$89 $95 $105 $120 $142* $133 $133 $136 $104** $95 $131 GROWTH IN ANNUAL ROOM REVENUE (As of October 2022)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
$72M $76M $85M $92M $127M* $126M $127M $128M $97M** $75.4M $124.7M *Porter Ranch Impacts. The gas leak forcing thousands of residents to relocate from Porter Ranch in the northwest San Fernando Valley benefited Burbank hotels from approximately October 2015 to May 2016. However, the relocation was an abnormal event that skewed economic indicators by approximately 10% in the following year, when effects began to be felt. That explains the slight declines in 2017, but if looked at over 2015, the underlying upward trend is apparent. **Impacted by consequences of COVID Pandemic starting in March 2020, and continuing to June 15, 2021.
Source: Smith Travel Research
Travel made an encouraging comeback in 2021-2022. Burbank hotels rebounded faster than expected with occupancy jumping from 63.8% in 2021 to 74% through October 2022.
Several months in 2022 even broke the 80% barrier. Average daily rates and RevPAR made significant advances, up 29% and 49% respectively. 28 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
HOTEL OCCUPANCY
HOTEL OCCUPANCY
BURBANK HOTELS
| 3126 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2020-2021 Hotel Burbank
Residence Inn Los Angeles
Burbank/Downtown
Hilton Garden Inn
Burbank Downtown
SpringHill Suites Los Angeles
Burbank/Downtown
Burbank Inn & Suites
Portofino Inn Burbank
Safari Inn
Coast Anabelle Hotel
2021 Olive
The Tangerine
Best Western Plus
Media Center Inn & Suites
Hotel Amarano
Burbank-Hollywood
Travelodge by Wyndham
Burbank-Glendale
Los Angeles Marriott Burbank
Airport Hotel
Ramada by Wyndham
Burbank Airport
Quality Inn Burbank Airport
Courtyard by Marriott
Los Angeles/Burbank Airport
Extended Stay America
Los Angeles Burbank Airport
18 Hotels
2,569 Rooms
7 13
6 15
2 10
14 3
18 16
1 8
17 9
12 11
4 5
BURBANK HOTELS
Empire Ave
Amtrak / Metrolink
Amtrak /
Metr
olink
Hollywood Wy
Buena Vista St.
Victory Blvd
Burbank
BlvdtS atsiV aneuB
Vi
ctory
Bl
vd
N
M
ariposa
Sunset Ca
nyon Dr
Glenwood
Rd
Ma
gnolia B
lvd
Verd
ugo
Av
e Alame
da A
ve
Glenoaks Blvd
Victory Blvd
San Ferna
ndo
Blvd
Ho
llywoo
d
W
ay
Pass Ave
Magnolia Blvd
W Clark A
ve
Verdugo Ave
Alameda A
ve
Riverside B
lvd
Riverside Blvd
Olive Av
e
11 10
12 13
8 7
14 18
6 1
2 3
4 5
17 15 16
9 N
HOLLYWOOD
BURBANK
AIRPORT
UNIVERSAL
STUDIOS
HOLLYWOOD HOLLYWOOD
SIGN
DOWNTOWN
LOS ANGELES
134
16 5
5 WARNER BROS.
STUDIO TOUR
HOLLYWOOD
10 30 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
BURBANK HOTELS
BURBANK HOTELS
32 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2021-2022
BOARD OF DIRECTORS AND STAFF
EXECUTIVE COMMITTEE
Nerissa Sugars | Hollywood Burbank Airport, Chair
Peter Kolla | Hotel Amarano Burbank-Hollywood | Vice Chair Jamie Keyser | Burbank Chamber of Commerce | Secretary
BOARD OF DIRECTORS
Fatima Achhal | SpringHill Suites Burbank Downtown
Danny Kahn | Warner Bros. Studio Tour Hollywood
Stacey Meyer | Residence Inn Burbank Downtown
Adrian Pastrana | Quality Inn Burbank Airport
Edgar Rivera | Hilton Garden Inn Burbank Downtown
Ali Schmidt | Universal Studios Hollywood
Alan Tate | Los Angeles Marriott Burbank Airport
Patrick Prescott | Community Development Director (ex-officio) STAFF
Simone McFarland | Assistant Community Development Director-Business & Economic Development Mary Hamzoian | Economic Development Manager | Executive Director Megan Anghel | Economic Development Analyst
Marissa Minor | Economic Development Analyst
U.S. TRAVEL
ASSOCIATION
BOARD OF DIRECTORS AND STAFF
Burbank Hospitality Association
VisitBurbank.com
[email protected]