TEAM SAN JOSE
CEDC Update
September 25th, 2023
Agenda
▪ FY 22-23 Performance Measures
▪ FY 22-23 Dashboard Metrics
▪ FY 23-24 Performance Goals
▪ Hotel Recovery and Travel Trends
▪ FY 22-23 Sales Strategy and Tactics
▪ Marketing & Communications – Strategy and Results
▪ Demand Trends
▪ Paid Media – Consumer/ Leisure
▪ Paid Media - Meetings
▪ Owned Media
▪ Earned Media
FY 22-23 Performance
Results
FY 22-23 Dashboard
Metrics
Dashboard Metrics
HOTEL INFO TOTAL NEWSLETTER SUBSCRIBERS
FYTD FYTD YOY 81,114
Occupancy 62.8% 8.3%
Average Daily Rate $ 158.45 20.0% SOCIAL MEDIA
Revenue Per Avail Room $ 99.57 30.0% Facebook Likes 30,475 Instagram Followers 28,545
WEBSITE UNIQUE VISITORS X (Twitter) Followers 8,398
sanjose.org Pintrest Followers 633
FYTD 1,590,306 YouTube Subscribers 460
FYTD YOY 17.0% LinkedIn Followers 3,105
TikTok Followers 371
Sales Dashboard
Future Citywides Booked FYTD %FYOY
Count 23 43.8%
Rooms 71,287 17.5%
Lead Generation FYTD %FYOY
Event Leads Entered 1,031 3.2%
Room Night Leads Entered 1,102,916 17.3%
FY 23-24 Performance
Goals
Non-Financial Performance Measure Assumptions
Hotel Group Room Nights: First full fiscal year of fully-staffed sales team will continue to focus on diversification amid continuing volatility in the local tech market. Continue to work with local hotel community for consensus on approach to group size and mix.
Estimated Visitor Spend: Estimating slight increase in convention center attendance year-over-year as sales continues to fill need dates on the calendar. Strong theater attendance will continue, although that has a lower economic impact overall.
Theater Occupancy: Forecasted near return to pre-COVID levels of activity across all theaters with slight constraint on the Civic due to loading dock sharing arrangement with the Tech.
Customer Satisfaction: Continue to deliver strong service regardless of event volume. 9 FY 2023-24 Goal
FY 2022-23
Actual
(Unaudited) FY 2018-19 Actual
% Variance to
Last FY Actual
% Variance to
FY 2018-19
Actual
Estimated Direct Visitor Spending $ 55,108,300 $ 52,061,524 $ 138,773,814 6% -60% Future Hotel Room Nights Booked (Citywide) 112,000 111,486 177,039 0% -37% Theater Occupancy 91% 91% 97% 0% -6%
Gross Operating Results $ 1,539,364 $ 2,970,444 $ 14,183,201 -48% -89% Customer Satisfaction 95% 100% 98% -5% -3%
Team San Jose
Convention Center and Facility
Performance Goals
Fiscal Year 2023-24
Notes on Gross Operating Results
Gross Operating Results in FY 22-23 were achieved largely based on two factors:
• Cancel fees of $2.5M
• CCF IRS Tax Retention Credit for FY 22-23 of $1.2M
Both items were the result of significant staff efforts to secure, but goals for FY 23-24 were based on assumption that business growth would be achieved through actualized events
Overall, operating revenues are budgeted to increase by $4.8M over FY 22- 23 levels.
If cancel fee revenue is backed out, actual operating revenue increase is $7.3M year-over-year. 11
Gross Operating Results
FY 22-23 Goal FY 22-23 Results FY 23-24 Goal
643,003 2,970,444 1,539,364
Visitation & Economic
Impact Study –
Calendar 2022
FY 23-24 Sales Strategy
and Tactics
Overarching Sales Strategies
• Primary focus on proactive sales for 24-month window (2023 – 2024) • “Mosaic Approach” to business solicitation, belief that most groups and events have good value if they are placed correctly
• Extensive, integrated group marketing campaign to raise planner awareness of San Jose as a stand-alone NorCal destination (less emphasis on Bay Area) and generate RFPs
• Working closely with hotel partners to align sales strategies for large groups with larger room block needs
• Utilizing T&E and sponsorship funding for highest customer engagement opportunities and to mitigate meeting cost increases
TEAM SAN JOSE
CEDC Update for
Marketing and Communications
MICRO ISSUES MONITORED
Demand Trends / SJC-SFO-OAK Flight
Weekly Flight Search
Source: Sojern
Weekly Flight Booking
MICRO ISSUES MONITORED
Demand Trends / SJC Hotel
Hotel Searches
Source: Sojern
Hotel Bookings
PAID MEDIA
CAMPAIGN
PERFORMANCE
Consumer/Leisure
Paid Media Plan Overview
• The objective of the plan is to drive incremental hotel room nights, and thus incremental TOT revenue, through visitation by targeting and converting digital travel intenders with 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 is also featured on Team San Jose’s 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 Meetings print and digital campaigns, podcast sponsorship, full-page insertion in the Visit CA Road Trips Guide, and additional enewletters to Visit California consumer subscribers.
Source: Tableau
Fiscal Year 2023 Consumer Paid Media
Production Reporting, Spend Produced
All production data above is sourced from: ADARA Impact, Sojern and Expedia.
IMPRESSIONS 145,449,217 INQUIRIES
HOTEL BOOKINGS
TOTAL
REVENUE TOTAL REVENUE TOTAL REVENUE $35,801,621 TOTAL ROAS
HOTEL SEARCHES
HOTEL REVENUE
Definitions:
● Inquiries = Website pageviews/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 3,298,971 FLIGHT BOOKINGS
REACH 48,483,072
9,112,861
2,428,801 20,942 Bookings
(79,580 room nights)
31,295
$11,777,363
$34.49
PAID MEDIA
CAMPAIGN
PERFORMANCE
Meetings
• The objective of the plan is to drive new meetings business and group bookings.
This is done through paid digital media strategies that drive leads. Leads are then used by our TSJ Sales team to convert curious meeting planners into booked clients.
• The media mix is made up of digital programmatic, meeting endemic digital (display, email, eNewsletters, 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, meeting planner database, PR, and social media efforts.
Source: Tableau
Paid Media Plan Overview
Paid Media Report:
Fiscal Year 2023 Performance
Source: Tableau, Google Analytics
Meetings Performance Overview
Total
RFP
Completions
Total
Campaign
Inquiries
Total
Campaign
Reach
*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 pageviews/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 contacts
received
Total
Campaign
Impressions
65,343,603 20,418,407 2,681,716 120 3,394
OWNED MEDIA:
Social
Owned Organic Social Media
PLATFORM JUNE 2022 J UNE 2023 YOY
FACEBOOK 29,009 30,475 5%
INSTAGRAM 16,841 28,545 69.5%
TWITTER 8,639 8,398 -2.79%
LINKEDIN 2,751 3,105 12.87%
YOUTUBE 437 460 5.26%
PINTEREST 579 633 9.33%
TikTok 371
TOTALS 58,256 71,987 23.57%
Organic followers increased by 116% across all Visit San Jose social platforms, + 24% YoY. This includes Instagram, Facebook, LinkedIn, Twitter, YouTube, Pinterest, and the addition of TikTok.
Despite a continued pause in X, (formerly Twitter) activity, average engagement jumped to 12% across all platforms (previously 1.5% from July - December 2022). This is attributed to increased weekly social posts, leaning heavily on short form video, favored by algorithms.
29 OWNED MEDIA
Email Databases
EMAIL: January - June 2023 (Leisure)
• From January to June, 11 campaigns were launched
totaling over 590k emails sent. 21,824 new subscribers
were added between July and December due largely to
paid search and paid social efforts.
• Emails to our active and modal signup segments generated an average 32% open rate and 1.4% click rate.
○ Travel industry benchmarks: 20% open rate and
1.4% click rate
• Total Leisure Database 81,114
31 EMAIL: January - June 2023 (Meetings)
• From January to June, 1722 new Meeting Planner email
signups were sent our Meetings Welcome Email.
• Another 4,611 meeting planner leads in the Bay Area were also sent a welcome email.
• These emails generated an average 29% open rate and 1.6% click-to-open rate.
• In addition, 8 media emails were deployed via various vendors to their meeting planner databases.
• Total Meetings database 7,650
EARNED MEDIA:
Public Relations
PR Highlights
• Placed 38 stories in national and local publications and outlets
• Reach 30M unique views
• Ad Value $191.5K
• Compared to the last half of 2022, both reach and ad
value increased 73% and 15%.
• Increase is attributed to several national press
hits, including North American exposure across
affiliate broadcast stations stemming from local
TV news coverage of Genesis Gaming.
• Focused on positioning San Jose as a meetings and
leisure destination, reiterating the economic impacts of tourism.
All the Non-Tech Related Reas ons to Plan
Your Next Trip to San J os e
Online
Reach 4.7M | Ad Value $9K
How American Chinatowns Emerged
Amid 19th-Century Racis m
Online
Reach 11.7M | Ad Value $22.1K
Vote: Bes t New Winery
Experience
Online
Reach 1.7M | Ad Value $3.2K
California: Offering Divers ity, Great
Weather and an Abundance of Outdoor
Options
Print + Online
Reach 6.1K | Ad Value $4.6K
Homegrown E-Sports Competition
is Back
Broadcast + Online
Reach 2.2M | Ad Value $85.4K
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.
THANK YOU