TEAM SAN JOSE
CED Committee – March 28, 2022
Item d(2)
Attachment A: TSJ CEDC Semi-Annual Report for FY 21-22
Agenda
▪ FY 21-22 Mid-Year Performance Goals
▪ FY 21-22 Mid-Year Dashboard Metrics
▪ FY 21-22 Mid-Year Group Sales Update
▪ FY 21-22 Mid-Year Marketing & Communications Update
▪ COVID Recovery Approach via Paid Media Strategy
▪ Owned Media
▪ Earned Media
FY 21-22 Mid Year
Performance Results
YTD Actual Goal Variance Annual Goal % Achieved
% Annual Goal
Achieved
Estimated Direct Visitor Spending $ 9,629,929 $ 4,468,256 $ 5,161,673 $ 26,897,118 216% 36% Future Hotel Room Nights Booked (Citywide) 52,360 50,000 2,360 100,000 105% 52% Theater Occupancy 66% 56% 10% 65% 118% 8%
Gross Operating Revenue $ 14,582,244 $ 6,567,019 $ 8,015,225 $ 22,915,903 222% 64% Gross Operating Results $ 943,061 $ (1,972,130) $ 2,915,191 $ 25,358 248% 3719% Customer Satisfaction 100% 95% 5% 90% 111% 111%
Response Rate 27%
Team San Jose
Convention Center and Facility
Performance Results
FY 2021-22 Mid-Year
FY 21-22 Mid-Year
Dashboard Metrics
Dashboard Metrics
HOTEL INFO TOTAL NEWSLETTER SUBSCRIBERS
FYTD FYTD YOY 75,119
Occupancy 56.26% 53.39%
Average Daily Rate $ 120.31 18.31% SOCIAL MEDIA
Revenue Per Avail Room $ 67.68 81.47% Facebook Likes 30,112 Instagram Followers 15,573
WEBSITE UNIQUE VISITORS Twitter Followers 8,606
sanjose.org Pintrest Followers 572
FYTD 466,675 YouTube Subscribers 432
FYTD YOY 104.8% LinkedIn Followers 2,687
Sales Dashboard
Future Citywides Booked FYTD %FYOY
Count 7 -30.0%
Rooms 26,028 16.4%
Lead Generation FYTD %FYOY
Event Leads Entered 486 458.6%
Room Night Leads Entered 284,089 133.2%
TEAM SAN JOSE
Group Sales Update
Omicron effects
Mid-year had strong results, but then the effects of the Omicron variant hit fiscal Q3 for bookings.
• Lost 20,000 room nights set to actualize within Jan – Mar 2022 • Went from 105% of FYTD sales goal at mid-year to 79% by January month end
• After several months of high lead demand – incoming leads dipped dramatically
Sales Leads Comparison YOY – 2018 – 2022
Sales trends
• Signia by Hilton San Jose
• Shift from National to Regional meetings
• Demand for 2022 and 2023
• Continued volatility in market conditions
• Diversification of customer base
TEAM SAN JOSE
Marketing & Communications Update
Recovery Approach via
Paid Media:
Objectives, Strategy & Tactic
Pivoted to All-Leisure Campaign
Objective
Build awareness of San Jose as a unique Bay Area destination, encouraging leisure drive travelers and repeat visitors to safely stay in San Jose and explore its natural beauty, local businesses and cultural experiences- all to drive incremental revenue to San Jose hotels, businesses, restaurants, cultural organizations and attractions.
Strategy
Given the current state of meetings and business travel and the uncertainty that remains due to the global pandemic, our paid media strategy pivoted to focus on reaching leisure travelers, targeting in-state markets. Paid media tactics were aligned with evolving leisure traveler consumption habits to ensure San Jose is top of mind as people began to travel again. By working with local artists on campaign creative and promoting community assets and events, the destination is truly and uniquely positioned.
Paid Media Campaign
Tactics
▪ Engaged in-destination partners (hotels and cultural events and groups) to cross-promote and grow reach.
▪ Focused on media vendors that could deliver hotel bookings and trackable revenue (i.e Expedia).
▪ Targeted in-state travelers who have shown a digital intent to travel. ▪ Partnered with Visit California for key co-op opportunities to extend our dollars as much as possible.
▪ Featured local artists creative and curated itineraries that showcase the cultural fabric of San Jose.
▪ Artists partners: Fernando Amaro, Rayos Magos, Quynh-Mai Nguyen, Tamiko Rast, Omar Rodriguez, and Curator Demone Carter.
July-December Paid Media Campaign Results:
• Paid media paced at 81% of annual budget goals, 117% of impressions and 83% of inquiries through December.
We saw impression volume exceed goal, meaning a vast number of impressions. This is a great sign, indicating partners are receiving valuable impressions at lower bids than anticipated. • Overall net economic impact (inclusive of retail, hotel, flight, entertainment, attractions in market spend) was over $26.9M for July-December 2021.
• That is a six-month Return On Ad Spend of $41.5 for every dollar spent. • Total impressions for July-December consisted of 81,588,545 with inquiries at 3,542,548. Click thru rate for JulyDecember timeframe was 0.20%, above 0.12% industry benchmark. • Per Sojern, Expedia, and Tripadvisor first party data, our media influenced 19,000 bookings (both hotel and flight).
*Adara Impact uses cookies in our ads to track from ad view through hotel purchase, however, it can only track approximately 60% of San Jose hotel rooms so actual impact is very likely greater than numbers presented. **The campaign was paused May 26 - June 11 due to the VTA tragedy. (Campaigns ramp up the longer they follow and add potential purchasers. A shut down interrupts that growth cycle.) OWNED MEDIA:
Website, Email & Social
Websites – B2B and B2C
• Site traffic was up 175% July-Dec
2021 compared to the same period
in 2020. This was largely attributed
to paid media efforts, however,
organic search was up 104%.
• The /things-to-do page was the most
visited during this time period,
followed by /sanjoselove and
/events.
• Visitors are mostly entering the site
via paid media, paid search and
organic search. Indicating a mix of
users that are familiar and
interested in the destination, and
eager to learn more.
Meeting Planner and Consumer Email
• Deployed 11 campaigns to more than 548k
email subscribers
• Developed campaign content in support of
local events, meetings, and the holidays
○ Meetings Are Back Announcements
○ SJSU Welcome Week
○ Mosaic America
○ AC Hotel/School of Visual Philosophy
• Grew database
○ Increased email database by adding
3,481 subscribers from July 2021 - Dec
2021
○ Total database 75,027
Social Media
Themes featured on Instagram, Facebook, Twitter, LinkedIn and Pinterest accounts included:
● Restaurants Support including Dine Downtown giveaway partnership with San Jose Downtown Association
● San Jose Originals – highlighting notable San Jose individuals ● Support for San Jose’s creative arts community including partnerships with Mosaic America
● Team San Jose’s Community Impact Award from the Silicon Valley Business Journal
● Followers increased 4.5% across all social channels July through December, with the largest jump attributed to Instagram at 11.4% growth on the platform.
PLATFORM Dec 2020 Dec 2021 YOY
Facebook 29,383 30,112 2.48%
Instagram 11,982 15,573 29.97%
Twitter 8,559 8,606 .54%
LinkedIn 2,590 2,687 3.74%
YouTube 402 432 7.46%
Pinterest 560 572 2.14%
53,476 57,982 8.43%
EARNED MEDIA:
Public Relations
PR Highlights
• Placed 50 stories in national and local
publications and outlets.
• Reach 76,171,000 unique views
• Ad Value $2,072,000
• Increased reach by 65% and ad value by 81%
due to increased broadcast TV coverage.
• Focused on local press to encourage regional
California travel, aligning with Visit California’s
media focus of road trips and local exploration.
• Major themes included:
• Economic impact of conventions and
meetings
• Return of live cultural events
• San Jose as a safe place to meet and
visit
Crowds return, curtains up after COVID-19
cancels opening night for big show in SJ
Broadcast + Online
Reach 1.9M | Ad Value $62.7K
Community Impact Award: Team San Jose
turns its attentions to its hometown
Print + Online
Reach 6.5M | Ad Value $19.4K
Zip Trips: South Bay
Broadcast + Online
Reach 1.5M | Ad Value $746K
Team San Jose is ready to come roaring back
Print + Online
Reach 5.9M | Ad Value $25.2K
Thank you.