Redondo Beach Tourism Annual Report
September 2023 - August 2024
Year End Financials: FY 2023-2024
FY 23/24 Actual
The cost of providing improvements and activities for FY23/24 is consistent with the Management District Plan. The total budget for FY23/24 was $606,522 in collections, $487,036 in carry over from the previous year, and $176,130 in delayed remittance of FY22/23 RBTMD assessment funds. The total budget for 2023-2024 was $1,269,689.
The categorical breakdown is above. All budget category allocations are within the authorized fifteen percent (15%) adjustment of the total budget from the prior year.
Category % Collections Carryover Delayed
Remittance
Total
Sales & Marketing 87% $527,674 $278,307 $153,233 $959,214 Administration &
Operations
10% $60,652 $139,140 $17,613 $217,406
Contingency / Reserve 3% $18,196 $69,589 $5,284 $93,069 Totals 100% $606,522 $487,036 $176,130 $1,269,689
Executive Overview
Redondo Beach Tourism’s FY 2023-2024 Accomplishments Reflected a Continuation of the Board’s Primary Objectives:
● High Level Placemaking & Brand Identity Marketing to Support Awareness Around Redondo Beach Hotels
○ 50,000+ Booking Engine Searches for Redondo Beach Hotels ● Strategic Outreach through Integrated Digital Platforms, Targeted FAM Trips, Web Engagement & Select Sponsorship Opportunities ○ 383,000+ Users & 420,000+ Sessions on RedondoBeachTourism.com ● FY 2024-2025 Efforts Also Included:
○ New Photo & Video Assets to Support the Creative Ad Campaign ○ Three New Tactical and Targeted Ad Campaigns
○ Increased Geographic Scope to Select Western “FLIGHT” Markets and Continued Focus on Two-Hour Drive
○ Improved Performance Marketing Metrics
FY 2023-2024 Media Expenses
Google AdWords/Search: $87,000
Facebook, Instagram, TikTok: $68,000
Display Ads: $24,000
YouTube: $18,000
DOOH: $63,000 (4 Markets)
CTV/Programmatic Ads: $60,000
Social Influencer: $24,000
Event/Partnership: $40,000 ($20K
Carry Over)
Expedia: $66,000
Booking Engine Activity & ROI
TOTAL BOOKING ENGINE PREVIEWS: 50,409
Specific Hotel Page Visits
● Shade: 12,845
● Redondo Beach Hotel: 7,519
● Portofino: 6,666
● Sonesta: 4,712
● Hilton Garden: 4,143
● Residence Inn: 3,333
● Homewood Suites: 2,661
● Best Western Galleria: 2,454
● Best Western Plus: 1,950
● Ramada Limited Inn:
Creative Art Direction
& Marketing Campaigns
EVOLVED IDENTITY
Over 8 Days of Photo & Video Shoots. All imagery and video content owned with unlimited usage by the City of Redondo Beach.
NEW CREATIVE ASSETS
NEW CREATIVE ASSETS
Over 8 Days of Photo & Video Shoots. All imagery and video content owned with unlimited usage by the City of Redondo Beach.
WEBSITE RE-SKIN & CONTENT CREATION
Paid Search, Pmax, Demand Gen & GDN
Total Impressions: 5,437,414
Total Clicks: 206,527
Paid Social, TikTok, DOOH Ads*
*Digital Out of Home: Billboards, malls, airport screens, etc.
Total Impressions: 3,258,066
Mobile Retargeting: 1,129,707
Interactive Display Ads (Launched 8/2024)
Total Impressions: 337,104
Total Clicks: 665
Before:
After:
Before: After:
Preview of Upcoming Social Campaign
Organic Social Media
Top Performing Organic Posts
Facebook’s Top Performers: Instagram’s Top Performer:
Social Media Influencers
BeachLife Partnerships
The 3 month promotional campaign included 3
newsletters reaching over 69 subscribers per
blast, :15 second onsite video loop at BeachLife
festival, organic posts and multiple links on
Beachlife website to RBT hotel booking page.
Expedia Partnerships
Average Campaign Investment: $ (x3, $
total)
Average Bookings per Buy: $ ($ total)
ADR (Average Daily Rate) Average per
Campaign: $
RN (Room Nights) Average per Campaign:
( total)
LOS (Length of Stay) Average per
Campaign:
Projected Financial: FY 2024-2025
FY 24-25 Projections:
The cost of providing improvements and activities for FY24/25 is consistent with the Management District Plan. The anticipated total budget for FY24/25 is $725,000 in anticipated collections, $509,738 in estimated carry over from the previous year, and $150,959 in estimated delayed remittance of FY23/24 RBTMD assessment funds. The projected total budget for 2024-2025 is $1,385,697. The categorical breakdown is above. All budget category allocations are within the authorized fifteen percent (15%) adjustment of the total budget from the prior year.
Category % Collections Carryover Delayed
Remittance
Total
Sales & Marketing 87% $630,750 $231,505 $131,334 $993,589 Administration &
Operations
10% $72,500 $185,164 $15,096 $272,760
Contingency / Reserve 3% $21,750 $93,069 $4,529 $119,348 Totals 100% $725,000 $509,738 $150,959 $1,385,697
Next Steps and FY 2024-2025 Planning & Objectives
Market Outreach
● Targeted strategies to “steal” traffic and visitors from immediate competitive markets: DTLA, Marina del Rey / Santa Monica, LAX Corridor, Long Beach
● A continued growth of into secondary markets to expand opportunities for transient and group bookings: Phoenix, Las Vegas, San Diego, Santa Barbara
STRATEGIC
● An increased focus on dynamic AI oriented ad platforms such as Google’s Demand Gen and Performance Max will Increase in Budget Allocation
● Minimum Four Social Media FAM Trips for Key Markets and Demographics will be Coordinated and Executed
CREATIVE POSITIONING
● Creative positioning will retain a focus on Redondo Beach offering LA’s premiere coastal hotel offerings for all budgets and family demographics
● Tactical campaigns around Extreme Weather, Popular Regional Events, Group Bookings will all be deployed