YEAR IN REVIEW 2023-2024
LOOKING AHEAD 2024-2025
ATTACHMENT 2
ATTACHMENT 2 - 1
Dear Tourism Partners,
Visit Burbank and the tourism industry in Burbank experienced another record-breaking year with hotels reaching $189.23 for Average Daily Rates and $135.8 million for Room Revenue. And, for the first time ever, passenger traffic at Hollywood Burbank Airport climbed above the 6-million mark. The 2023 passenger numbers exceeded the previous record set in 2019, with 2024 figures continuing the skyward trend.
We’re also pleased to share topline data from the latest Tourism Economics analysis, The Burbank Visitor Economy 2023. The tourism market continues its upward movement attracting 3.1 million visitors spending $829 million, supporting 7,790 Burbank jobs, and generating 31 million in local taxes.
Such numbers are supported by the marketing efforts of Visit Burbank, whose digital, social, and partnership campaigns accounted for 42.8 million impressions and 5.2 million in overnight stays.
Highlights for the year include:
• The attraction of the first ever traveling elephant art exhibit, Elephant Parade 2024, which generated 439K Impressions, 46.2K engagements, and 35 media articles reaching more than 16 million viewers. • Welcoming our 19th hotel in 2024 with the arrival of the 150-room Cambria Hotel Burbank Airport.
• The ground-breaking of the Hollywood Burbank Airport Replacement Terminal slated to be completed in late 2026.
Looking ahead, we’re pleased to announce four new hotel properties, including AC Hotel, Aloft, a new Residence Inn, and Home 2 Suites by Hilton. Opening over the next few years, these properties will contribute 1,007 new rooms and expand existing inventory by 37%.
On November 14, 2024, Visit Burbank, along with DC and Warner Bros.
Discovery, unveiled a new seven-and-a-half-foot tall, 600-pound statue of Green Lantern at Burbank Empire Center. Green Lantern joins statues of Batman and Wonder Woman as ideal selfie spots in the City, showcasing Burbank as a leading tourist destination and Media Capital of the World.
All of this is good news as Visit Burbank paves the way for the World Cup in 2026, and the Los Angeles Olympics in 2028.
On behalf of the Burbank Hospitality Association, we thank all of those who helped make 2023-2024 such a turning point for Visit Burbank and the community at large. We look forward to continued success and growth in 2025 and beyond.
Sincerely,
Tony Garibian, Board Chair
Burbank Hospitality Association
CONTENTSWELCOME
2 ABOUT/ ANNUAL BUDGET
3 MISSION
4 GOALS
MARKETING & SALES RESULTS FY 2023-2024
6 DIGITAL ADVERTISING
7 VISIT CALIFORNIA | BRAND USA CO-OP CAMPAIGN
8 DISCOVER LA
10 ORGANIC SOCIAL MEDIA
12 NEWSLETTERS
13 TARGETED CAMPAIGNS
14 SOCIAL MEDIA SWEEPSTAKES
16 STRATEGIC PARTNERSHIPS
18 UNIVERSAL STUDIOS HOLLYWOOD PARTNER HOTELS
19 HOTELPLANNER PREFERRED MEMBER PROGRAM
20 ONLINE BOOKING ENGINE
21 INFLUENCER COLLABORATIONS
22 TOTAL IMPACT
24 TRAVEL TRADE
26 DESTINATION DEVELOPMENT
28 HOTEL BICYCLE PROGRAM
30 ELEPHANT PARADE BURBANK 2024
LOOKING AHEAD FY 2024-2025
MARKETING & SALES RESULTS FY 2024-2025
36 NEW INITIATIVES AND PRIORITIES
38 DESTINATION DEVELOPMENT
42 INVESTMENTS IN TOURISM
46 ECONOMIC IMPACT OF BURBANK TOURISM
48 HOTEL OCCUPANCY
50 BURBANK HOTELS
52 BOARD OF DIRECTORS AND STAFF
ATTACHMENT 2 - 2
| 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 YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 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.
Burbank Economic Development manages the TBID by developing strategies and initiatives to enhance tourism attraction and spending in Burbank.
ANNUAL BUDGET
Visit Burbank operated with a $1.4 million budget in Fiscal Year 2023-2024 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.
ATTACHMENT 2 - 3
GOALS
SALES & MARKETING GOAL
Promote Burbank as a top leisure and business destination and increase overnight stays.
This 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 meeting 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.
• Increasing overnight leisure stays though the Universal Parks & Resorts Vacations Partner Hotel Program with participation of 12 Burbank hotels.
• Attracting Influencers, content creators, and media to showcase Burbank's accommodations, attractions, and amenities.
• Leveraging marketing efforts through partnerships with Visit California, Brand USA, Discover Los Angeles, Downtown Burbank Partnership, the Hollywood Burbank Airport, the Burbank Chamber of Commerce, DC Comics, Warner Bros. Studio Tour Hollywood, and Universal Studios Hollywood.
DESTINATION DEVELOPMENT GOAL
Invest in Projects designed to elevate the Burbank visitor experience and create a defined sense of place to enhance overnight stays.
This is achieved by:
• 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. •Attracting art exhibitions and placemaking efforts to enhance visitation to Burbank. | 5
GOALS
4 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 GOALS
ATTACHMENT 2 - 4
R e s u lt
23.6M Impressions $44.5K Hotel Bookings
1.5M Click Throughs (Source: Google | Facebook | Instagram | Datafy)
Google Chrome
Tarifas especiales!
Si viajas a Burbank, California, aprovecha
para reservar en paquete, además obtén
hasa 18 meses sin intereses, Dale clic
para reservar!
www.pricetravel.com
TARIFASESPECIALES
VisitTheUSA
.com
MARKETING & SALES RESULTS FY 2023-2024
DIGITAL ADVERTISING
Digital advertising drives demand for hotel accommodations and attractions by focusing on domestic and regional markets, with an emphasis on road trips and nonstop flights into Hollywood Burbank Airport. Advertising channels include Google Display, Google Pay per Click, boosted posts on Facebook and Instagram, the Visit California Custom Co-Op focusing on Canada and Mexico and boosted social media posts on Facebook and Instagram.
VISIT CALIFORNIA / BRAND USA CO-OP CAMPAIGN
Visit Burbank partnered with Brand USA and Visit California on a multi-channel campaign targeting Mexican travelers through PriceTravel from March to June 2024. Target market was families, holiday travelers, and individual travelers. Brand USA increased the buy with a 3:1 budget match. | 7
DIGITAL ADVERTISING
6 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
VISIT CALIFORNIA CO-OP CAMPAIGN
/gid00055/gid00072/gid00082/gid00072/gid00083/gid00001/gid00035/gid00084/gid00081/gid00065/gid00064/gid00077/gid00074 /gid00052/gid00079/gid00078/gid00077/gid00082/gid00078/gid00081/gid00068/gid00067 Indulge in the vibrant energy of Burbank with a stay
at one of our 19 hotels, where comfort meets fun.
From world-class attractions to incredible dining,
it’s The Perfect Way to See LA, one unforgettable
experience at a time.
The Perfect
Way to Stay in LA
Book your stay
Learn more
Entertainment is just a short drive
away in Burbank.
/gid00055/gid00072/gid00082/gid00072/gid00083/gid00001/gid00035/gid00084/gid00081/gid00065/gid00064/gid00077/gid00074 /gid00052/gid00079/gid00078/gid00077/gid00082/gid00078/gid00081/gid00068/gid00067 Learn more
visitburbank.com
Fun Is Closer
Than You Think.
R e s u lt
9.7M Impressions 1K Click Throughs
$26K in Hotel Bookings (Source: Visit California/Brand USA) ATTACHMENT 2 - 5
MARKETING & SALES RESULTS FY 2023-2024
DISCOVER LOS ANGELES
NEWSLETTER/WEBSITE CAMPAIGN
Reaching travelers considering the Los Angeles area, Visit Burbank coordinated a campaign with Discover Los Angeles of digital ads appearing on www.discoverlosangeles.com timed for early summer (April-June 2024).
| 9
DISCOVER LOS ANGELES
8 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
DISCOVER LOS ANGELES
R e s u lt
826K Impressions 1K Click Throughs
THINGS TO DO
DISCOVER LA NEWSLETTER
PLAN YOUR perfect
LOS ANGELESVACATION
ATTACHMENT 2 - 6
R e s u lt
Facebook
4.58M Impressions
83K Engagements
31.7K Followers
Instagram
1M Impressions
41K Engagements
12.2K Followers
X
59.5K Impressions
1.6K Engagements
3.5K Followers
TOTAL
5.7M Impressions
126K Engagements
46.7K Followers
MARKETING & SALES RESULTS FY 2023-2024
ORGANIC SOCIAL MEDIA
Social media channels engage travelers with posts and reels about Burbank hotels, neighborhood shopping, attractions, and fun things to do targeting road trippers, nonstop feeder markets, and the Los Angeles region. | 11
ORGANIC SOCIAL MEDIA
10 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
ORGANIC SOCIAL MEDIA
ATTACHMENT 2 - 7
MARKETING & SALES RESULTS FY 2022-2023
NEWSLETTERS
Monthly newsletters support the social media strategy with detailed stories about upcoming events, hotel accommodations, new shops and restaurants, and attractions updates. | 13
NEWSLETTERS
12 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
TARGETED CAMPAIGNS
R e s u lt
36% Open Rate
2.7% Click-Through Rate
2.3K Opt-in Subscribers
TARGETED CAMPAIGNS
Visit Burbank developed digital campaigns targeting select special events and attractions to promote Burbank room nights.
Summer 2023
Super Nintendo World
at Universal Studios Hollywood
Fall 2023
Halloween Horror Nights
at Universal Studios Hollywood
Winter 2023
Tournament of Roses Rose
Parade
Rose Bowl Game
Spring 2024
MUSEXPO
United Nations of Music
Visit Burbank
Sponsored
Stay in Burbank for Halloween Horror Nights at
Universal Studios Hollywood - Southern
California’s scariest Halloween ever!
visitburbank.com
Visit Burbank
Visit Burbank & Ticket Packages
Book now
R e s u lt
2M Impressions
33.3K Click-throughs
ATTACHMENT 2 - 8
MARKETING & SALES RESULTS FY 2022-2023
SOCIAL MEDIA SWEEPSTAKES
Visit Burbank launched ten social media sweepstakes in partnership with airlines, hotels, attractions, and restaurants generating high engagement and new followers. These include two Ultimate Burbank Sweepstakes, two Wonder Woman and Batman sweepstakes, and the entire Starlight Bowl summer concert series consisting of 13 ticket giveaways.
| 15
SOCIAL MEDIA SWEEPSTAKES
14 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
SOCIAL MEDIA SWEEPSTAKES
R e s u lt
130K Impressions 1.8K New Followers
17K Engagements
ATTACHMENT 2 - 9
MARKETING & SALES RESULTS FY 2023-2024
STRATEGIC PARTNERSHIPS
Visit Burbank sponsored seven special events in 2023-2024 demonstrating potential for overnight hotel stays and citywide economic impact. | 17
STRATEGIC PARTNERSHIPS
16 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
STRATEGIC PARTNERSHIPS
SEVEN SIGNATURE EVENTS:
R E S U LT
$406.2K Room Revenue
12K Attendance
3x Return-on-Investment
R e s u lt
$406.2K Room Revenue 3X Return-on-Investment
12K Attendance (Source: Strategic Partner data)
Burbank Comedy Festival
August 12-19, 2023
Burbank International Film Festival
September 24, 2023
CTN animation eXpo
November 16-19, 2023
AfroAnimation Summit 4.0
April 10-12, 2024
CalSAE ELEVATE Annual Conference
April 28 - May 1, 2024
AME Institute Burbank
June 26-28, 2024
A & R Worldwide's MUSExpo
United Nations of Music
March 17-20, 2024
TOTAL INVESTMENT $136.2K
ATTACHMENT 2 - 10
MARKETING & SALES RESULTS FY 2023-2024
UNIVERSAL STUDIOS HOLLYWOOD
PARTNER HOTELS
To attract overnight stays with theme park attendees, Visit Burbank funded the participation of 12 Burbank hotels in the Universal Parks & Resorts Vacations Partner Hotels program. Partner Hotels gain added visibility by appearing on www.universalstudioshollywood.com, where hotel packages are 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.
| 19
UNIVERSAL STUDIOS HOLLYWOOD
18 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
HOTELPLANNER PREFERRED MEMBER PROGRAM
R e s u lt
740K Impressions
4.8 Click Throughs
$1.8M Hotel Bookings
+37% compared to FY 2022-2023
(Source: UPRV, FY 2023-2024 report)
R e s u lt
$2.82M in Group Business +70% compared to FY 2022-2023 (Source: Hotelplanner FY 2023-2024)
ATTACHMENT 2 - 11
MARKETING & SALES RESULTS FY 2023-2024
ONLINE BOOKING ENGINE
Visit Burbank's website is the chief tourism portal for hotel bookings and attractions tickets. This is supported by call-to-action links on digital advertising campaigns, social media posts, and the monthly newsletter.
Top 5 International Markets:
USA
United Kingdom
Canada
New Zealand
India
(Source: aRes Travel FY 2023-2024)
| 21
ONLINE BOOKING ENGINE
20 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
INFLUENCER COLLABORATIONS
INFLUENCER COLLABORATIONS
Influencers tell the Burbank story in compelling ways to their followers thereby reaching new audiences with original content. Their stories and reels give followers direct insight into hotels, attractions, lifestyles, and newsworthy tips reinforcing Burbank as a travel destination. @lifehacksla@mary_quincy@golden_aimee
@elisolanooo
@vanessarivers @filmtourismus@wearetravelgirls
R e s u lt
$13.4K Room Nights
$60.4K Attractions Tickets Sold*
*Attraction sales attributed from Warner Bros. Studio Tour Hollywood and Universal Studios Hollywood Top 5 Us Origin Markets:
California
Nevada
Florida
Ohio
Texas
R e s u lt
8 Influencer Visits
2.2M Combined Followers
1.73M Reel Views
126K Engagements
ATTACHMENT 2 - 12
MARKETING & SALES RESULTS FY 2023-2024
TOTAL IMPACT
The results of programs for 2023-2024 are as follows:
| 23
TOTAL IMPACT
22 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
TOTAL IMPACT
42.8M IMPRESSIONS
DIGITAL CAMPAIGNS
1.8M
CLICK-THROUGHS/ENGAGEMENTS
$5.2M
HOTEL | ATTRACTIONS BOOKINGS
ATTACHMENT 2 - 13
DESTINATION DEVELOPMENT RESULTS FY 2023-2024
TRAVEL TRADE
The travel trade industry is instrumental in attracting domestic and international visitors. By attending leading trade shows such as IPW, Visit Burbank helps hotels to secure long-term tour operator contracts increasing future room nights.
Additionally, developing Familiarization (FAM) Tours gives travel advisors, tour operators, and media representatives firsthand experience of Burbank attractions, accommodations, and activities so they can promote the Media Capital of the World to their clients.
| 25
TRAVEL TRADE
24 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
TRAVEL TRADE
R e s u lt
U.S. TRAVEL ASSOCIATION’S IPW 2024 | LOS ANGELES
Met and followed up with more than 80 domestic and
international tour operators, receptive operators, airlines,
journalists, and travel technology companies at IPW 2024, the largest US travel trade show attracting 5,700 tour
operators and media from more than 70 countries. May 5-7.
Visit California Partnership
Central Coasting FAM: 22 international and domestic tour operators. May 8
Brand USA Partnership
Canada Mega FAM: 10 Air Canada travel agents. April 12-13 ATTACHMENT 2 - 14
DESTINATION DEVELOPMENT
Destination Development focuses on investing in projects that elevate the traveler experience, such as easy access to ultra-high-speed internet, creating must-see icons such as the Batman and Wonder Woman statues, developing a visitor bicycle program, attracting globally recognized art exhibits, and working with airlines to market new nonstop flights into Hollywood Burbank Airport. | 27
DESTINATION DEVELOPMENT
26 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
DESTINATION DEVELOPMENT
R e s u lt
16 Participating Hotels for ONEBurbank high-speed
fiber internet service
• Third Monumental Bronze Statue, Green Lantern,
planned for November 2024 unveiling at Burbank
Empire Center
• Nonstop flights into Hollywood Burbank Airport
increased from 17 in 2019 to 35 in 2024
• Visit Burbank Bicycle Program with 8 participating
hotels.
• Elephant Parade 2024 with 25 hand painted
and decorated elephant statues garnering
439K impressions, 46.2K engagements,
and 24.7K website visits.
DESTINATION DEVELOPMENT RESULTS FY 2023-2024
ATTACHMENT 2 - 15
DESTINATION DEVELOPMENT RESULTS FY 2023-2024
Visit Burbank invested in the purchase of 51 branded bicycles to create an added amenity for guests traveling in Burbank. Eight Burbank hotels are currently enrolled in the program | 29
HOTEL BICYCLE PROGRAM
28 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
HOTEL BICYCLE PROGRAM
VISIT BURBANK HOTEL BICYCLE MAP
B
M
2 1
4 3
6 5
8 7
BICYCLE FACILITIES Complimentary Bikes Available at Hotels Separated Bicycle Path
Protected Bicycle Path
Bicycle Lane
Bicycle Route
Metrolink Stations
Burbank Bike Stop
Bicycle Rack
Bicycle Shops
SpringHill Suites Los Angeles Burbank
Hotel Burbank
Coast Anabelle Hotel
Safari Inn
Travelodge by Wyndham Burbank-Glendale
Los Angeles Marriott Burbank Airport
Hotel Amarano
Portofino Inn Burbank
Goal
• Take advantage of 30
in the city, including bike paths, in-road bike lanes,
and bike routes
• Offer experiential and unique option for visitors to
discover Burbank
Visit Burbank
BICYCLE PROGRAM
ATTACHMENT 2 - 16
DESTINATION DEVELOPMENT RESULTS FY 2023-2024
ELEPHANT PARADE BURBANK 2024
Visit Burbank funded and initiated Elephant Parade® Burbank 2024, the world’s largest touring public elephant art exhibition, from July 1 to August 31, 2024. This citywide event, a first for the Los Angeles area, included 25 hand painted and decorated elephant statues at high-traffic Burbank landmarks, public spaces, local businesses, and hotels. | 31
ELEPHANT PARADE BURBANK 2024
30 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 ELEPHANT PARADE BURBANK 2024
439K
Impressions
46.2K
Engagements
24.7K
Website Visits
16M
Media Reach
R e s u lt
ATTACHMENT 2 - 17
DESTINATION DEVELOPMENT RESULTS FY 2023-2024
ELEPHANT PARADE BURBANK 2024 (continued)
Each elephant was imaginatively transformed by celebrities and artists and no two were alike. The exhibition offered the perfect activity for a family day out, drew significant social media attention, generated foot traffic to hotels, shopping districts, and attractions, and raised awareness for important cause of elephant conservation.
The Grand Arrival was held at IKEA Burbank, where visitors strolled and view all 25 hand-painted elephant statues before they made their way to their final destinations throughout Burbank.
| 33
ELEPHANT PARADE BURBANK 2024
32 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 ELEPHANT PARADE BURBANK 2024
ATTACHMENT 2 - 18
LOOKING AHEAD FY 2024-2025
| 35
LOOKING AHEAD FY 2024-2025
34 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 LOOKING AHEAD FY 2024-2025
ATTACHMENT 2 - 19
Goal
•
residents to generate local awareness of tourism marketing organization.
• Promote Burbank hotels and attractions to encourage usage of hotel meeting space and enhance hotel bookings.
• Enhance collaborations with the Burbank business community.
Goal
•
creative, brand messaging, and calls to action.
• Capture the ever-changing experiences available to
residents, the daily workforce, and travelers.
• Show Burbank at its best by featuring the city’s most attractive attributes.
LOOKING AHEAD FY 2024-2025 | MARKETING & SALES
NEW INITIATIVES AND PRIORITIES
In addition to all the programs outlined for FY 2023-2024 in this annual report, Visit Burbank proposes the following new plans for FY 2024-2025.
1. BURBANK CHAMBER OF COMMERCE ANNUAL MARKETING SPONSORSHIP In June 2024, the Visit Burbank Board of Directors approved an annual marketing sponsorship with the Burbank Chamber of Commerce to reach local businesses and travelers. The sponsorship will consist of social media coordination, newsletter collaborations, website cross promotions and event recognition.
| 37
CHAMBER OF COMMERCE MARKETING SPONSORSHIP
36 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
BRANDING AND ADVERTISING
2. NEW BRANDING AND ADVERTISING AGENCY
Visit Burbank will be developing a new branding approach in 2025 with an RFP for a new advertising agency and social media manager. Refreshing our brand is critical to communicating the excitement of Burbank’s world class attractions, hotels, and amenities in a highly competitive regional environment.
ATTACHMENT 2 - 20
Goal
• Reinforce Burbank as Media Capital of the World
• Boost Destination Development with unique
DC-created superheroes throughout the city
• Inspire social media engagement
Goal
• Showcase Burbank's shopping, dining, and lodging amenities • Reach arrivals from 35 nonstop flight markets arriving at BUR • Increase hotel occupancy
LOOKING AHEAD FY 202
4-2025 | MARKETING & SALES
DESTINATION DEVELOPMENT
1. EXPANSION OF MONUMENTAL STATUE PROJECT
Launched in partnership with Burbank-based DC Comics is the installation of the 7 foot tall bronze Batman statue in Downtown Burbank, and the 2023 unveiling of Wonder Woman in front of Warner Bros. Studios Hollywood, the collection of Monumental Statues continues in November 2024 with the inauguration of the third in the series, Green Lantern at Burbank Empire Center.
| 39
MONUMENTAL STA TUE PROJECT EXP ANSION
38 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
HOLLYWOOD BURBANK AIRPORT AD CAMPAIGN
2. ADVERTISING CAMPAIGN AT HOLLYWOOD BURBANK AIRPORT
To reach passenger traffic at Hollywood Burbank Airport and build enthusiasm for Burbank attractions, accommodations, and entertainment districts, Visit Burbank is launching a marketing campaign visible to the 6 million inbound and outbound travelers at BUR.
ATTACHMENT 2 - 21
Goal
• Participate in LA28 planning
to ensure that Burbank’s world class
sports facilities, major attractions,
19 hotels, and Hollywood Burbank
Airport are included as sites for
both LA28 athletes and attendees.
• Engage with the highest levels
of city government and civic
leadership in preparing the way
for the Games.
• Showcase Burbank as Media Capital
of the World to a global audience.
Goal
•
hotel Fan Blocks for Burbank hotels.
• Develop citywide special events celebrating the arrival of the World Cup.
• Showcase Burbank’s major attractions, 19 hotels, and
convenient access to World Cup matches.
LOOKING AHEAD FY 2024-2025 | MARKETING & SALES
NEW INITIATIVES AND PRIORITIES
4. LA28
Los Angeles will host the world’s most elite athletes in 2028 as the city welcomes Olympians competing on the biggest stage in sports. Visit Burbank will be capitalizing on LA28 to bring more visitors and maximize hotel stays during July 14 through August 15 event. Plans are underway to develop activations for fans and residents and to involve the entire community in the festivities. | 41
LA28
40 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 FIFA WORLD CUP 26 LOS ANGELES
3. FIFA WORLD CUP 26 LOS ANGELES
Los Angeles will officially host eight matches for FIFA World Cup 26™, featuring the highly coveted U.S. Men’s National Team (USMNT) opening match on June 12, 2026. The World Cup will generate an estimated $ 594 million for Los Angeles communities while creating jobs across the region and boosting tourism.
ATTACHMENT 2 - 22
| 43
INVESTMENTS IN TOURISM
42 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
INVESTMENTS IN TOURISM
LOOKING AHEAD FY 2023-2024
INVESTMENTS IN TOURISM
Four new hotels and a replacement terminal for Hollywood Burbank Airport are planned to open in the next two years:
ELEVATE BUR REPLACEMENT PASSENGER TERMINAL PROJECT
2627 N Hollywood Way
14-gate, 355,000-square-foot replacement terminal with up to 6,637 parking spaces.
NOTE: Hollywood Burbank Airport will be fully operational during construction, which should not affect travelers’ plans. Once the new 14-gate passenger terminal is complete, the old terminal will be demolished within 12 months and the taxiways will be extended.
ESTIMATED COMPLETION 2026
AC HOTEL | 550 N Third Street
Six-story 196-room hotel with a 3,800 square feet ground- level restaurant and three levels of subterranean parking.
Amenities to include a fitness center, lounge, pool,
outdoor courtyard, and rooftop viewing deck.
OPENING DATE TBD
APPROVED DEVELOPMENTS
LA TERRA SELECT
777 Front Street
Mixed-use project featuring 573 rental units, a 307-room 7-story hotel, and 1,067 square-feet of ground retail. The residential portion consists of an 8-story building with one level of underground parking.
ESTIMATED COMPLETION 2024-2025
HOME 2 SUITES BY HILTON
129 E. Providencia Ave
Five-story, 43,896-square-foot hotel with 84 rooms.
ESTIMATED COMPLETION DATE: TBD
ALOFT AND RESIDENCE INN HOTELS
2500 N Hollywood Way
Seven-story dual-brand hotel that will consist of 420 rooms, 219 hotel rooms operated by Aloft, and 201 hotel rooms
operated by Residence Inn including a restaurant, lounge, cafes, meeting rooms, fitness center, and rooftop deck.
CITY COUNCIL TO CONSIDER IN EARLY 2025
ATTACHMENT 2 - 23
| 45
INVESTMENTS IN TOURISM
44 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
INVESTMENTS IN TOURISM
LOOKING AHEAD FY 2023-2024
INVESTMENTS IN TOURISM
Two hotels now open in Burbank:
CAMBRIA HOTEL BURBANK AIRPORT
3501 N San Fernando Blvd
Six-story hotel in the Airport District featuring 150 guest rooms, RhuBAR | Kitchen & Cocktails, fitness center, and meeting rooms.
RESIDENCE INN BURBANK DOWNTOWN
321 Ikea Way
Extended stays mean more time at the amazing shops, restaurants and bars of Downtown Burbank — just footsteps away.
ATTACHMENT 2 - 24
ECONOMIC IMPACT OF BURBANK TOURISM
| 47
BURBANK TOURISM ECONOMY
46 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
HOLLYWOOD BURBANK AIRPORT
$31M
TOURISM ATTRACTED
LOCAL TAX REVENUES
7.79K
JOBS SUSTAINED
BY VISITORS
3.1M
VISITORS
IN 2023
Source: Hollywood Burbank AirportSource: Tourism Economics, October 2024 Report $158M
SPENT ON
FOOD & BEVERAGE
$174M
SPENT ON
RETAIL
$206M
SPENT ON RECREATION
& ENTERTAINMENT
$160M
SPENT ON
LODGING
$130M
SPENT ON
TRANSPORTATION
$829M
TOTAL SPENT
BY VISITORS
=
New York (JFK)
Chicago
New Orleans
Atlanta
Nashville
Kansas City St. Louis
Brownsville
San Antonio
Austin
Dallas
Denver
Colorado Springs
Albuquerque
Kalispell
Bozeman
Pasco
Seattle
Portland
Salem
Eugene
Medford
Bend-Redmond
Boise
Salt Lake City
Las Vegas
Phoenix
Arcata-Eureka
Redding
Sacramento
RenoSanta Rosa
San Jose
OaklandSan Francisco
HOLLYWOOD BURBANK AIRPORT | 35 NONSTOP DESTINATIONS | 6M PASSENGERS ATTACHMENT 2 - 25
GROWTH IN HOTEL OCCUPANCY (As of June 30, 2024)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 75% 78% 79% 81% 84% * 83% 82.5% 82.5% 66.5%** 67.4%** 74% 73.6% 74.3% GROWTH IN AVERAGE DAILY RATES (ADR) (As of June 30, 2024) 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 $118 $123 $134 $148 $170 * $161 $162 $164 $157 ** $141 ** $177 $186.58 $189.23 GROWTH IN REVENUE PER AVAILABLE ROOM (RevPAR) (As of June 30, 2024) 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 $89 $95 $105 $120 $142 * $133 $133 $136 $104 ** $95 ** $131 $137.34 $140.52 GROWTH IN ANNUAL ROOM REVENUE (As of June 30, 2024)
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 $72M $76M $85M $92M $127M* $126M $127M $128M $97M** $75.4M** $124.7M $131.3M $135.8M *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 upwa rd trend is apparent.
**Impacted by consequences of COVID Pandemic starting in March 2020, and continuing to June 15, 2021.
Source: Smith Travel Research
| 49
HOTEL OCCUPANCY
48 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
HOTEL OCCUPANCY
HOTEL OCCUPANCY
Burbank hotels continue their rebound and have now achieved all-time highs of $189.23 on Average Daily Rates and $135.8 million in Room Revenue during fiscal year 2023-2024. RevPAR at $140.52 is only exceeded by 2016’s $142 rate, which was a result of the Porter Ranch Fires that year.
ATTACHMENT 2 - 26
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
Cambria Hotel Burbank Airport
19 Hotels
2,719 Rooms
7 13
6 15
2 10
14 3
18 19
16 1
8 17
9 12
11 4
5 BURBANK HOTELS
38 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 Empire Ave
Amtrak / Metrolink
Amtrak / Metrolink
Hollywood Wy
Buena Vista St.
Victory Blvd
Burbank Blvd
t S a t s i V a n e u B
Victory Blvd
N Mariposa
Sunset Canyon DrGlenwood Rd
Magnolia Blvd
Verdugo Ave
Alameda Ave
Glenoaks Blvd
Victory Blvd
San Fernando Blvd
Hollywood Way
Pass Ave
Magnolia Blvd
W Clark Ave
Verdugo Ave
Alameda Ave
Riverside Blvd
Riverside Blvd
Olive Ave
11 10
12 13
8 7
14 18
6 1
2 3
4 5
17 15 16
9 N
HOLLYWOOD
BURBANK
AIRPORT
HOLLYWOOD
SIGN
DOWNTOWN
LOS ANGELES
134
16 5
5 10
WARNER BROS.
STUDIO TOUR
HOLLYWOOD
UNIVERSAL
STUDIOS
HOLLYWOOD
19 | 51
BURBANK HOTELS
50 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025
BURBANK HOTELS
BURBANK HOTELS
ATTACHMENT 2 - 27
EXECUTIVE COMMITTEE
Tony Garibian, Board Chair | The Coast Anabelle Hotel & Safari Inn Rosanna Harrison | Cambria Hotel Burbank Airport, Vice-Chair Danny Kahn | Warner Bros. Studio Tours, Treasurer
Jamie Keyser | Burbank Chamber of Commerce, Secretary
BOARD OF DIRECTORS
Fatima Achhal | SpringHill Suites by Marriott
Michael Hernandez | Hilton Garden Inn Burbank Los Angeles Stacey Meyer | Residence Inn by Marriott Burbank Downtown Patrick Prescott | Community Development Director (ex-officio) Ali Schmidt | Universal Studios Hollywood
Nerissa Sugars | Hollywood Burbank Airport
Alan Tate | Los Angeles Marriott Burbank Airport
STAFF
Simone McFarland | Assistant Community Development Director-Business & Economic Development Mary Hamzoian | Economic Development Manager | Executive Director Odette Zakarian | Economic Development Analyst
Robin Faulk | Sales and Marketing
U.S. TRAVEL
ASSOCIATION
CURRENT BOARD OF DIRECTORS AND STAFF
BOARD OF DIRECTORS AND STAFF
52 | BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT YEAR IN REVIEW 2023-2024 | LOOKING AHEAD 2024-2025 ATTACHMENT 2 - 28
Burbank Hospitality Association
VisitBurbank.com
[email protected]
ATTACHMENT 2 - 29