MONTEREY COUNTY TOURISM IMPROVEMENT DISTRICT RENEWAL
Approve a Resolution consenting to the renewal of the
Monterey County Tourism Improvement District (MCTID)
Lisa Brinton, Assistant Director
Community Development Department
Salinas City Council
January 24, 2023
2023-2033 District Renewal
MCTID Collections and Use of Funds
Brand Campaign
"The Moment" FALL Leisure CAMPAIGN
Social Engagement
From July – December 2022
Partner handoffs to Salinas member listings: 4,721
Clicks by categories
437 food & drink
1,221 lodging
295 meeting, event and wedding services
2,768 things to see & do
Social engagements
72 social media posts
38,029 cross-channel social engagements
MCCVB Groups, Meetings & Events
Service Requests/Business Referrals: 2
Leads: 8 leads / 994 room nights
Est Economic Impact: $565,586
Public Relations & Content
National news release –
150th Year Anniversary Train Depot
Crisis Communications
Mission switches from destination marketing to sharing crisis impact information Collaborate with OES and County Communications
Coordinate Evacuation Rates with area hotels
Communicate with travelers as well as residents
ROI Snapshot
Monterey County Convention & Visitors Bureau
Vision
A thriving tourism economy that enriches Monterey County's economic vitality and quality of life. Mission
To generate community prosperity for Monterey County through the responsible promotion and growth of the tourism economy
Limited Service - $1
Full Service - $2
Current TID
Monterey County has the second to lowest budget per room in comp set
TID Impact
Focus
Currently
Investment in a Better Future
Sphere of Marketing Reach
Primarily Regional paid media advertiser
National Brand with paid media reach into Midwest, East Coast – high value travelers Meetings & Conferences
Five-person sales team; primarily focused on regional meetings; limited booking incentive Expand sales team; increase sales activities; aggressive booking incentive; intensify focus on corporate, incentive and Tour & Travel Event Attraction & Promotion
No proactive event attraction effort; promotion limited to social and PR (no paid media) Dedicated program to attract advantageous events; paid media support for select events Air Service Development
Tactical and reactive; lacking a well-supported MCCVB/Community strategy Annual dedicated budget; strategically proactive
International Marketing
One sales executive, limited coop (VCA, Brand USA) marketing Multi-country sales representation, significant increase in direct sales and marketing Luxury Initiative
Direct sales through involvement with Virtuoso, ILTM, VCA; limited marketing Significant expansion (2-3X) of both sales and marketing programs Sustainable/Responsible Travel
Consistent messaging through unpaid (social & PR), limited paid media; implementation of See Monterey app On-going paid media campaign; support shuttle programs/promotion; in-market collateral/signage;
Community Prosperity
QUESTIONS