2020/2021 Review &
2021/2022 Goals
Committee Members
J.C. Medina
COMMITTEE CHAIR
GENERAL MANAGER
RESIDENCE INN BY MARRIOTT
GENERAL MANAGER
HYATT HOUSE PLEASANT HILL
Kelly Calhoun
ECONOMIC DEVELOPMENT MANAGER
CITY OF PLEASANT HILL
Jeremy Carlson
COMMITTEE SECRETARY
PRESIDENT AND CEO
PLEASANT HILL CHAMBER OF COMMERCE
Staff
Viola Ncube
DIRECTOR OF SALES AND MARKETING
Partners
City of Pleasant Hill
Pleasant Hill Chamber of Commerce
Pleasant Hill Recreation and Park District
Paul Gaines
GENERAL MANAGER
HOMEWOOD SUITES BY HILTON
Tony Patel
GENERAL MANAGER
PLEASANT HILL INN
Richard Chanofsky
GENERAL MANAGER
SONESTA SELECT
Jamie Eberhart
SALES MANAGER
HYATT HOUSE PLEASANT HILL
Vision
Pleasant Hill is a sought-out hub from which visitors can stay, play, and explore all the Bay Area and Northern California have to offer. It is renowned for its events, facilities, and accessibility to all the Bay Area.
Goals
• Raise awareness around the region,
establishing the city as an option for
tourists, business travelers, sports
enthusiasts, and others
• Improve consistency, quality of
messaging, and brand representation
across all media channels
• Showcase the city’s diversity of offerings
that resonate with different audiences
• Gain regional and national recognition for
the events and amenities of the city.
Mission
To increase the number of overnight stays in Pleasant Hill hotels, promote Pleasant Hill’s location, recreational facilities, events, and to invest in ways to improve each for the visitor experience.
Strategic Pillars
PILLAR 1 - LOCATION
Central Location – The center of everything.
Proximity to south and northern California.
Proximity to 680 highway, Oakland, Buchanan
& SF International
PILLAR 2 - OUTDOOR ADVENTURE
Mount Diablo
Open Space & Trails
Parks & Recreation
PILLAR 3 – PROXIMITY TO ENTERTAINMENT
Sporting Events
Music Concerts, Festivals & Shows
Wine Country
Nightlife
Shopping
PILLAR 5 - FAMILY FRIENDLY
Theme Parks & Amusement Centers
Science & Art Camp Center
Outdoor Parks
Financial Impact
The cost of providing improvements and activities for 2020-21 has remained relatively consistent with the Plan. 2020-2021 Financial Breakdown 2021-2022 Financial Breakdown Strategic Partnerships
Pleasant Hill Recreation &
Park District (PH Rec)
• Created hotel and wedding
packages
Lesher Arts
• Corporate rate for performers
who stay between 4-8 weeks
during performances coming
from Los Angeles & New York
City
• Christmas Carol Production in
December
Live Nation
• Purchased 4-seat box
• Rates for Live Nation production
team and performers
• Packaging includes transportation
JET SUITE X
• Packaged rates “Fly & Stay” for flights
arriving into Buchanan & Oakland
airports
• Targeted flights from Burbank, LAX,
Orange County, Phoenix and soon, Salt
Lake City & Las Vegas
Save Mt. Diablo
• Biking Challenge, Diablo Trail
(running), Seniors Cinderella Biking
Challenge
• Nature/Flower/Bird Watcher Tours &
Hotel Packages
• Geography & Animals Hiking Four Day
Package
• Save Mt Diablo Annual Gala
(20th anniversary)
• Mountain top Yoga with breakfast
Industry Partnerships
Memberships
Pleasant Hill Chamber of Commerce
Meetings, Incentives, Conferences, and
Exhibitions (MICE)
Meeting Professionals International
California Society of Association Executives
Society of Government Meeting Planners
Corporate
Global Business Travel Association (GBTA)
Relocation Agencies SCR and BAMM
Sponsorships
Diablo Valley College
Leisure
US Tour Operator
Association Adventure
Travel Trade Association
Visit California
National Tour Association
American Bus Association
Destination Associations
CalFest Association
CalTravel Association
DMAWest
Mount Diablo Alliance
San Francisco Travel
Visit California
STR Destination Reports
2020/2021
STR is a company that tracks
international supply and demand data
for the lodging industry.
Average Occupancy
Average Daily Rate
60.8%
$128.80
Month with lowest
occupancy Dec. 2020 51.1%
Month with highest
Occupancy May 2021 74.8%
2020/21 Achievements
1. “Calling All Californians” Generated $150,000.00 revenue/930 room nights with $5,000.00 digital campaign investment
2. “Our Gate is Open” Awareness campaign - 630 million impressions
3. “What if…” May 2021 - June 2022 – has currently generated $64,000.00 revenue Sales Activities
Attended 9 Virtual Trade Shows
Partnership Management
Distributed care packages to our hotel’s
top clients
• July 2020 – 200 care packages with sanitizers, masks, toilet paper and “how to” notes
• September 2020 Meeting Planners via NorthStar –
60 De-stress packages including Rubik’s cubes, Wine,
Snacks
• December 2020 Association Planners via CALSAE –
120 Destress Holiday packages
• June 2021 (All segments) including Press – 350 “What
If you could travel” brand campaign packages
Covid Relief Marketing
Secured Government RFP’s for hotels with first
responders’ accommodations
Created “Work from Home” – Day-use packages for local
families needing a “quiet” place to work from
2020/21 Achievements
New Collateral
• Brochures with QR codes
• Visitor Guide
• Events Guide
• Weddings Guide
• Chinese Market Guide
New Website - WWW.STAYPLESANTHILL.COM
E-Shop
Marketing Goals
Additional Associations
• Destination Associations
• CalFest Association
• CalTravel Association
• DMAWest
• Mount Diablo Alliance
• San Francisco Travel
• Visit California
Reports
• Data Sources
• STR Reports
• Dean Runyan Reports
• VisaVue Data
• Website (Google) Analytics
• Facebook Analytics
• Hubspot
New Tools
• Collateral
• Website
- Ecommerce platforms
- Interactive tools
• Printed
- Brochures
• Digital Brochure with NFC codes for promotional updates • Leisure – Tour Operator Itineraries
• MICE – Incentives supplement
• Digital presentation material: videos, photos, social banners • Swag, pull-up banners, table dressings, table tents
• VR platform & assets
Marketing Goals (Continued)
Drive Visitation Through Marketing And
Sales Programs
• Create and implement a rolling marketing plan to
facilitate economic recovery
• Create opportunities for destination awareness
• Strategically market Stay Pleasant Hill as the center of other destinations in the Bay area and Northern
California.
Create Strategic Partnerships
• Cultivate partnerships that enhance tourism events,
group and leisure travelers and/or leads that will
increase visitors, room nights and support local
businesses
Increase Funding Streams
• Maximize the current Tourism Improvement Funds to
enhance or add tourism driven events and opportunities
• Develop new creative revenue sources for future
planning, enabling Stay Pleasant Hill as a future tourist destination
2020/21 Achievements
Print/Digital Media Campaigns
Nationwide Target
26 Million
1. TV – California Dreams
2. Digital via Expedia, Adara,
Serjon
3. Social Media – Visit California
(Instagram, YouTube)
Print Target
1.3 Million
The Seattle Times, The
Oregonian, San Diego Tribune
Digital Target
2.3 Million
1. Inside Club – Diablo
Magazine
2. Email Campaigns – Bay
Area
3. Seattle, San Diego,
Albuquerque News
Publications
4. SPH Social Platforms
Social Media Engagement
GOALS
1. Grow social followers and engagement
2. Adjust the look of the Social Media feeds to be more on brand
3. Consistent posts – Facebook, LinkedIn, Instagram & Twitter
4. Utilize UGC 2x a week, 2 posts of local business content
5. Phase out off-brand content
Instagram Facebook LinkedIn Twitter Website
2019/20: 1,095 2019/20: 608 2019/20: 0 2019/20: 75 2019/20: 3,300 2020/21 goal: 2,500 2020/21 goal: 1,500 2020/21 goal: 200 2020/21 goal: 200 2020/21 goal: 13,000 (was changed to 6000 instead
due to COVID)
2020/21 actuals: 7857 200/21 actuals: 690 2020/21 actuals: 29 2020/21 actuals: 241 2020/21 actuals:
7,254 (up to May ’21)
2021/22 goals: 8900 2021/22 goals: 1300 2021/22 goals: 100 2021/22 goals: 400 2021/22 goals: 11,000 Community
Supported First Responders
Police Department, Fire
Department, Hospitals
• “Sleep Rooms”
• Sanitizers and Masks
• Co•ee gift cards
• Delivered Donuts
• Delivered Sandwiches
2021/22 Goals
Administration
• Get agency support for digital marketing and
website refresh
• Purchase a customer relationship
management (CRM) tool
Marketing
• Innovative Collateral – Website refresh, digital
brochures, virtual reality shoots, MICE, Leisure and
Chinese Language brochures
• Brand awareness campaigns (print & digital)
• Employ local social media consultant
• Invest in earned media campaigns
Sales
• Attend a minimum of at least four trade shows,
conferences and networking events
• Conduct a minimum of four sales trips to key
source markets – Southern California, Arizona,
Nevada, Northern California
• Conduct three fam trips (Covid contingent)
CommunityRelations
• Grow strong community support (CSR)
• Create a SPH Young Leaders Network program
• Support Pleasant Hill Police and Pleasant Hill Fire
Departments with PPE and meals
QUESTIONS