TEAM SAN JOSE
CED Committee – March 28, 2022
Item d(2)
Presenters:
John LaFortune, CEO
Ihab Sabry, CFO
Laura Chmielewski, VP of Marketing and Communications
Matthew Martinucci, VP of Sales and Destination Services Ben Roschke, VP of Research and Strategic Development
Kerry Adams Hapner, Director of Cultural Affairs
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
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%
Omicron effects
Mid - ye a r h a d s tro n g re s u lts , b u t th e n th e e ffe c ts o f th e Om ic ro n va ria n t h it fis c a l Q3 fo r b o o kin g s .
• Lo s t 20 ,0 0 0 ro o m n ig h ts s e t to a c tu a lize with in J a n – Ma r 20 22 • We n t fro m 10 5 % o f FYTD s a le s g o a l a t m id - ye a r to 79 % b y J a n u a ry m o n th end
• Afte r s e ve ra l m o n th s o f h ig h le a d d e m a n d – in c o m in g le a d s d ip p e d d ra m a tic a lly
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
Pivoted to All-Leisure Campaign
Objective
Build awareness of San José as a unique Bay Area destination, encouraging leisure drive travelers and repeat visitors to safely stay in San José and explore its natural beauty, local businesses and cultural experiences- all to drive incremental revenue to San José 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 José 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 crosspromote 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 José.
▪ 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 José 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.)
TEAM SAN JOSE
CED Committee – March 28, 2022
Item d(2)
Presenters:
John LaFortune, CEO
Ihab Sabry, CFO
Laura Chmielewski, VP of Marketing and Communications
Matthew Martinucci, VP of Sales and Destination Services Ben Roschke, VP of Research and Strategic Development
Kerry Adams Hapner, Director of Cultural Affairs