TEAM SAN JOSE
CEDC Update
March 27th, 2023
Agenda
▪ FY 22-23 Mid-Year Performance Goals
▪ FY 22-23 Mid-Year Dashboard Metrics
▪ Review of Current Hotel Performance
▪ FY 22-23 Mid-Year Group Sales Update
▪ FY 22-23 Mid-Year Marketing & Communications Update
▪ Paid Media Campaign Performance: Consumer/ Leisure
▪ Paid Media Campaign Performance: Meetings
▪ Owned Media
▪ Earned Media
FY 22-23 Mid Year
Performance Results
YTD Actual Goal Variance Annual Goal % Achieved
% Annual Goal
Achieved
Estimated Direct Visitor Spending $ 24,496,632 $ 17,054,470 $ 7,442,162 $ 44,294,493 144% 36% Future Hotel Room Nights Booked (Citywide) 43,962 55,166 (11,204) 110,000 80% 52% Theater Occupancy 89% 74% 15% 65% 120% 8%
Gross Operating Revenue $ 21,794,764 $ 16,991,275 $ 4,803,489 $ 22,915,903 128% 64% Gross Operating Results $ 3,408,708 $ (514,586) $ 3,923,294 $ 643,003 762% 3719% Customer Satisfaction 100% 95% 5% 95% 105% 111%
Response Rate 30%
Team San Jose
Convention Center and Facility
Performance Results
FY 2022-23 Mid-Year
FY 22-23 Mid-Year
Dashboard Metrics
Dashboard Metrics
HOTEL INFO TOTAL NEWSLETTER SUBSCRIBERS
FYTD FYTD YOY 78,833
Occupancy 64.01% 13.88%
Average Daily Rate $ 158.67 31.87% SOCIAL MEDIA
Revenue Per Avail Room $ 101.57 50.17% Facebook Likes 30,078 Instagram Followers 20,366
WEBSITE UNIQUE VISITORS Twitter Followers 8,536
Pintrest Followers 605
FYTD 741,254 YouTube Subscribers 445
FYTD YOY 10.0% LinkedIn Followers 2,861
Sales Dashboard
Future Citywides Booked FYTD %FYOY
Count 7 0.0%
Rooms 25,305 -2.8%
Lead Generation FYTD %FYOY
Event Leads Entered 484 -0.4%
Room Night Leads Entered 494,335 74.0%
Review of Current
Hotel Performance
Hotel Economy
▪ Citywide demand (rooms sold has returned to ~92% of pre-COVID levels ▪ These gains are impacted as supply (rooms available) is 13% over pre-COVID levels
▪ Revenue is at 75% of pre COVID levels and is ahead of City budget by +43% ▪ Downtown hotels continue to lag pre COVID performance by a greater margin
TEAM SAN JOSE
Group Sales Update
Business Climate
Citywide Business
Capacity for walkable rooms reduced significantly from 1000-1200 to 700-800
• No large HQ Hotel for groups
• Less full house convention center groups based on reduced specs
• Unlikely for events like Sales Kickoff meetings even with uptown room blocks (will not prefer shuttle option)
• Competing more now with large single properties across the U.S. where room rental and labor charges are minimal or non-existent • Large groups like CDA and Fanime that fill need periods may be put at risk
• Past large groups like Apple (WWDC), Facebook harder to accomodate
Overarching Sales Strategy Update
• Sales Team fully staffed
• High flexibility and discounts where needed, especially within 12-month arrival • Resoliciting previously Lost/Turndown groups
• Uptown Hotel Strategy
• Blocks at uptown hotels based on need
• Shuttle provided as additional cost
• 8 Partner hotels, inventory of 1,915 rooms
• Integrated Travel, Tradeshow and Customer Event Plan being implemented • Trade shows
• Sales Missions (three in NorCal in Spring)
• Entertainment (SJ Sharks, GS Warriors)
• Third parties
• DMI Hotels Representation
• Helms Briscoe qualified Fam (March 20-22)
• Strategic Partnership with Helms Briscoe
TEAM SAN JOSE
Marketing & Communications Update
MICRO ISSUES MONITORED Demand Trends / SJC-SFO-OAK Flight Weekly Flight Search
Weekly Flight Booking
Source: Sojern 14
Average Booking Window (July - December 2022)
● The average hotel booking window was 21.2 days from book to arrival ● The average flight booking window was 41.2 days from book to arrival Source: Adara Impact
PAID MEDIA
CAMPAIGN
PERFORMANCE for
Consumer/Leisure
16 Paid Media Plan Overview:
• The objective of the plan is to drive incremental hotel room nights, and thus TOT revenue, through leisure visitation by targeting and converting digital leisure travel intenders through paid digital media strategies.
• The media mix for this plan is made up of digital programmatic, travel endemic (such as TripAdvisor and Expedia), paid social and paid search. The campaign creative was produced by local artists and was featured on Team San Jose’s paid and owned media channels including consumer and meetings websites, eCRM, (email data bases of both consumers and meeting planners), earned media (PR placements), and social media. • Visit California (the state’s destination marketing organization) media partnerships were leveraged in every way possible including features in their Annual Visitor Guide, Meetings print and digital campaigns, podcast sponsorship, full-page insertion in the Visit CA Road Trips Guide, and additional dedicated emails to Visit California consumer subscribers.
Source: Tableau 17
July - December Consumer Paid Media
Production Reporting Spend Produced
All data above is sourced from: ADARA Impact, Sojern, Expedia, and Tableau 18 IMPRESSIONS 50,668,972 INQUIRIES 3,145,651
HOTEL BOOKINGS 11,667
TOTAL
REVENUE TOTAL REVENUE TOTAL REVENUE $19,692,777 TOTAL ROAS $47.56 HOTEL SEARCHES 1,462,278
HOTEL REVENUE $5,494,914
Definitions:
● Inquiries = Website pageview s/interactions, off-site ad unit interactions
● ROAS = Return on Ad Spend
● Impressions = How many times the an ad was
delivered to users.
*Inclusive of paid media and paid social
FLIGHT SEARCHES 1,787,229 FLIGHT BOOKINGS 16,788
PAID MEDIA
CAMPAIGN
PERFORMANCE for
Meetings
19 Paid Media Plan Overview:
• The objective of the plan is to drive new meetings business and group hotel bookings by driving leads to convert meeting planners using paid digital media strategies. • The campaign is focusing on target markets with a historical propensity to plan group events in San Jose as well prioritizing in-state markets.
• The media mix is made up of digital programmatic, meeting endemic digital (display, email, eNewsletters, native, webinars), paid social and paid search. These efforts are supported by meetings-specific creative content and in conjunction with Team San Jose’s owned B2B channels including website, eCRM, and social media efforts.
• In December, new creative versions were rotated in, with two versions to test against each other for greatest return. Both A and B creative versions were weighted equally and performance between the two versions were nearly equal, suggesting the creative approach is strong for both versions.
Source: Tableau
20 Paid Media Report:
July - Dec. 2022 Performance
Source: Tableau, Google Analytics 21
Meetings Performance Overview
Total
RFP
Completions
69 Total
Campaign
Inquiries
33,307
Total
Campaign
Reach
3,624,428
*Inclusive of Paid Digital Media and Paid Social
Definitions:
● Impressions = How many times the an ad was delivered to users. ● Reach = Unique individuals reached through media campaign ● Inquiries = Website pageview s/interactions, off-site ad unit interactions ● RFP = Request for Proposal (an online form used to request more information for planning a meeting/event to be held in San Jose) Total
Email Sign Up
Completions
1,735
Total
Campaign
Impressions
14,497,713
OWNED MEDIA
Social
Organic Social Media
• Themes featured on our Instagram, Facebook, Twitter, LinkedIn and Pinterest accounts included:
• Annual events promotion, including SiliCon with Adam Savage, Silicon Valley African American Film Festival, Cinequest, San Jose Jazz Summer Fest and Silicon Valley Pride
• FIFA World Cup light activation and watch parties
• San Jose’s MICHELIN designated restaurants and promotion of San Jose as a culinary destination for foodies (including promotion of Dine Downtown and Willow Glen Restaurant Week promotions)
• Visit San Jose’s Magellan Award in travel marketing industry • Sports destination with promotion of NHL Rookie Playoffs, Drone Racing League Championships, Mubadala Silicon Valley Classic and Malcolm Gladwell’s “Legacy of Speed” podcast • Lowriding culture is San Jose culture
• San Jose for the Holidays travel messaging including
supporting City’s Holiday San Jose campaign
• ZIPAIR flights from Tokyo into SJC
• Green meetings and sustainability initiatives in San Jose Organic Social Media
PLATFORM DEC 2021 DEC 2022 YOY
FACEBOOK 30,112 30,078 -0.11
INSTAGRAM 15,573 20,366 30.78
TWITTER 8,606 8,536 -0.81
LINKEDIN 2,687 2,861 6.48
YOUTUBE 432 445 3.01
PINTEREST 572 605 5.77
TOTALS 57,982 62,891 8.47
• From July through December, followers increased 7% across all social channels July through December, with the largest jump attributed to Instagram at 17.4% growth on the platform. • Average engagement rate remained consistent from throughout the year despite Visit San Jose pausing activity on Twitter
Social Media Sample
Posts
OWNED MEDIA
eCRM
26 EMAIL: July - December 2022
(Consumer/Leisure)
• From July to December, 12 campaigns were launched totaling over 544k emails sent. Content included seven Neighborhood Spotlight emails, ad hoc emails promoting local events such as the Silicon Valley Classic, Summer Fest, the Winchester House, and the Drone Racing League exhibition. Emails to our active segment generated an average 45% open rate and a 1.5% click-to-open rate. 3,516 new subscribers were added between July and December.
• Content included
○ Seven Neighborhood Spotlight emails (Alviso, Downtown, Little Italy, Mayfair, Evergreen, Naglee Park, Santana Row)
○ Local event promotion (Mubadala Silicon Valley Classic, Summer Fest, Winchester House, Drone Racing) • Emails to our active segment generated an average 45% open rate and 1.43% click-to-open rate. • Total Leisure Database 86,103
27 EMAIL: July - December 2022 (Meetings)
• From July to December, 8 campaigns were launched and over 59k emails were sent to our Meetings subscriber list. These emails generated an average 21% open rate and
2.7% click-to-open rate. 1,777 Meetings leads were generated during this time period. • These emails generated an average 21% open rate and 2.7% click-to-open rate. • 1,735 Meetings leads were generated during this time period. • Total Meetings database 6,590
28 EARNED MEDIA
Public Relations
PR Highlights
• Placed 22 stories in national and local publications
and outlets
• Reach 17.2M unique viewers
• Advertising Value on Editorial Coverage - $167K
• Coverage included National Geographic
Traveler UK, World Cup Adjacent Events,
Spotlight San Jose, Silicon Valley Business
Journal (online), Travel and Leisure (online)
and more.
• Focused on positioning San Jose as top of mind for
travel and showcasing the economic impacts of
tourism
• Major themes included:
• Return of travel to San Jose
• Local economic impact of travel
• FIFA World Cup (coordinated light activation in
partnership with FOX Sports)
Inside Guide: San Jose
Print + Online
Reach 587K | Ad Value $18.8K
Bay Area Business Bounce Back
Broadcast
Reach 167.8K | Ad Value $60K
The 10th Largest City in the U.S. Might Be the Country's Most Underrated Tourist Destination — and It Gets 300 Days of Sunshine
Online
Reach 9.5M | Ad Value $17.9K
What Team San Jose has to
say about the future of tourism
in the Bay Area's biggest city
Online
Reach 6.4M | Ad Value
$12.1K
World Cup Lights
Activations
Definitions
● Industry Standards
○ CTR goal of 0.40% is a blend of industry standards for Social (0.90% FB benchmark) + Digital (0.08%-0.12%) + Native (1-3%). ○ CPE is based on estimated amount of engagements per partner dependent on media spend, impression volume and tactic. It’s calculated by spend divided by engagement (digital video views, clicks contributing to site traffic and engagement with custom units).
We want CPE to be as low as possible to demonstrate efficiencies through media buying power and optimizations. ○ CPI is based on estimated amount of inquiries per partner dependent on media spend, impression volume and tactic. Note that only portion of our media (Convert tactics) is optimized toward inquiries to drive a further vacation planning action. ● Glossary
○ CPM = Cost Per 1,000 Impressions.
○ CTR = Click Through Rate.
○ CPE = Cost per engagement. Site visits to partner landing pages, social media video completions and post activity all count towards engagements to demonstrate success against creating engagement with content and moving consumers to seek out vacation planning information. ○ CPI = Cost per inquiry. Inquiries - pageviews/website engagements, off-site engagements, video completions ○ CPLPV = Cost Per Landing Page View.
○ CPC = Cost Per Click.
○ Link Click = When a user clicks the link in an ad or post. ○ Landing Page View = When a user who clicks a link successfully views the landing page after it loads. ○ Reactions = Interactions with social media posts/ads such as Like, Love, Care, Haha, Wow, Sad and Angry. ○ Reach = Total number of people exposed to messaging.
○ Impressions = How many times the an ad was delivered to users. ○ Frequency = The average number of times each person saw your ad. ○ Engagement Rate = The total number of engagements divided by the number of impressions, then turned into a percentage. 32 Thank you.