TEAM SAN JOSE
CEDC Update
March 25, 2024
Attachment
Agenda
▪ FY 23-24 Mid-Year Performance Goals
▪ FY 23-24 Mid-Year Dashboard Metrics
▪ FY 23-24 Mid-Year Group Sales Update
▪ FY 23-24 Mid-Year Marketing & Communications Update
▪ Paid Media Campaign Performance: Consumer/ Leisure
▪ Paid Media Campaign Performance: Meetings
▪ Owned Media: Social
▪ Owned Media: eCRM
▪ Earned Media: Public Relations
FY 23-24 Mid Year
Performance Results
YTD Actual Goal Variance Annual Goal % Achieved
% Annual Goal
Achieved
Estimated Direct Visitor Spending $ 28,854,392 $ 25,113,867 $ 3,740,525 $ 55,108,300 115% 52% Future Hotel Room Nights Booked (Citywide) 52,669 56,000 (3,331) 112,000 94% 47% Theater Occupancy 95% 96% -1% 91% 99% 104%
Gross Operating Revenue $ 21,936,017 $ 20,189,999 $ 1,746,018 $ 37,840,503 109% 58% Gross Operating Results $ 2,822,299 $ 902,459 $ 1,919,840 $ 1,539,364 313% 183% Customer Satisfaction 100% 95% 5% 95% 105% 105%
Response Rate 28%
Team San Jose
Convention Center and Facility
Performance Results
FYTD December 2023
FY 2023-24 Mid-Year
FY 23-24 Mid-Year
Dashboard Metrics
Dashboard Metrics
HOTEL INFO TOTAL NEWSLETTER SUBSCRIBERS
FYTD FYTD YOY 83,519
Occupancy 64.2% 0.3%
Average Daily Rate $ 159.58 0.6% SOCIAL MEDIA
Revenue Per Avail Room $ 102.47 0.9% Facebook Likes 30,555 Instagram Followers 31,438
WEBSITE UNIQUE VISITORS LinkedIn Followers 3,139
sanjose.org Pintrest Followers 659
FYTD 1,590,306 YouTube Subscribers 466
FYTD YOY 114.5% Threads Followers 4,395
TikTok Followers 715
X (Twitter) Followers 8,342
Sales Dashboard
Future Citywides Booked FYTD %FYOY
Count 5 -28.6%
Rooms 25,851 2.2%
Lead Generation FYTD %FYOY
Event Leads Entered 601 24.2%
Room Night Leads Entered 658,715 36.0%
17,069
8,782
Market Segmentation of Future Citywide Room Nights
Booked
High Tech (Corp + Assoc) SMERF / Sports
TEAM SAN JOSE
Group Sales Update
Sales Strategies and Business Climate
Update
• 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
• Show dates at SJCC (Ex Halls): 72 in 2023, 79 on Jan 1 ‘24, 91 on Feb 1 ‘24 • Utilizing T&E and sponsorship funding for highest customer engagement opportunities and to mitigate meeting cost increases
• Many cities are investing in Convention Center expansions and additional HQ hotels (see next slide)
Convention Center Expansion Projects
(complete or underway)
▪ Arlington, TX Milwaukee, WI Cincinnati, OH
▪ Los Angeles, CA Savannah, GA St. Louis, MO
▪ Austin, TX Denver, CO Ft. Worth, TX
▪ Ft. Lauderdale, FL San Antonio, TX Cleveland, OH
▪ Indianapolis, IN Las Vegas, NV Raleigh, NC
▪ New Orleans, LA Dallas, TX Detroit, MI
TEAM SAN JOSE
Marketing & Communications Update
MICRO ISSUES MONITORED Demand Trends / SJC-SFO-OAK Flight Flight Searches
Source: Sojern
Flight Bookings
MICRO ISSUES MONITORED Demand Trends / SJC Hotel
Hotel Searches
Source: Sojern
Hotel Bookings
PAID MEDIA
PERFORMANCE
Consumer
14 Consumer 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 Sojern and Expedia), paid social and paid search. The campaign investment was strategically allocated with a focus on prioritizing heavier investments into production partners, aiming to achieve a stronger Return on Advertising Spend (ROAS).
• The campaign creative was produced by local artists and it also featured San Jose’s global dining experience. The creative 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. • The campaign also included placements with Visit California.
Source: Tableau
July - December Consumer Paid Media
Production Reporting Spend Produced
Production data above is sourced from: ADARA Impact, Sojern and Expedia IMPRESSIONS 50,893,695 INQUIRIES 4,003,371
HOTEL BOOKINGS 9,650
(31,845 room nights)
TOTAL
REVENUE TOTAL REVENUE TOTAL REVENUE $13,404,500 TOTAL ROAS $38.93 HOTEL REVENUE 5,227,755
Definitions:
● Inquiries = Website pageviews/interactions, offsite ad unit interactions ● ROAS = Return on Ad Spend
● Impressions = How many times the an ad was
delivered to users.
*Data is inclusive of paid media and paid social
FLIGHT BOOKINGS 15,094
REACH 16,964,565
PAID MEDIA
PERFORMANCE
Meetings
17 • 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 prioritizing in-state markets with a historical propensity to plan group events in San Jose.
• The media mix is made up of digital programmatic, meeting endemic digital (display, email, Newsletters, 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.
Source: Tableau
Meetings Paid Media Plan Overview
Paid Media Report:
July - December 2023 Performance
Source: Tableau, Google Analytics
Meetings Performance Overview
Total
RFP
Completions
8*
Total
Campaign
Inquiries
737,257*
Total
Campaign
Reach
8,741,444*
*Inclusive of Paid Digital Media and Paid Social
**Meetings leads inclusive of RFP submissions via GA, webinar leads via media/offline media leads, website meetings email signups, and website modal meetings signups. 1,285 email signups were reported.
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) Meetings Leads
1,328**
Total
Campaign
Impressions
26,224,334*
OWNED MEDIA
Social
20 Organic Social Media: July - December
2023
Overview: Between J uly and December 2023, organic followers increased by 11% acros s all Vis it San J os e s ocial platforms , +47% YoY. This includes followers from newly added s ocial platforms TikTok and Threads . Average engagement between J uly - December 2023 is at 10% across all platforms. Growth in followers and engagement is attributed to vacant pos ition being filled.
Note: We have paus ed
X (Twitter) due and
added Tik Tok and
Threads .
Organic Social Media: July - December 2023
Noteworthy Highlights:
● Barbie Approved Things to Do in San Jose -
111,800 views (acros s all platforms )
● Beyonce Dance Video - 359,100 views
(acros s all platforms )
● Rollati Ristorante Opening - 238,384 views
acros s all platforms
Other Highlights:
● Neighborhood Spotlight
● San Jose Jazz Fest
● USA Gymnas tics Champions hips
● San J os e Bakeries
● Holidays in Downtown San J os e
Social Media Sample
Posts
OWNED MEDIA
eCRM
Consumer Email:
• From July to December, 12 campaigns were
launched totaling over 980k emails sent, a 66%
increase from January – June 2023.
• 13,405 new subscribers were added between July
and December from paid search, paid social, and
on-site sources.
• Content included support for multiple local events
including Summerfest, Cinequest, MOSAIC
America Festival and various shows at the San
Jose theaters.
• Content also supported multiple organizations
including the San Jose Earthquakes, Headliners,
hotels and restaurants.
• Total Leisure Database 83,519
Meeting Planner Email:
• From July to December, 1,285 new Meetings
email signups were added to the database
and were sent our Meetings Welcome Email.
• In addition, 10 media emails were deployed
via various vendors to their meeting planner
databases.
• This has resulted in over 217k emails
delivered, 66k opens, and 1,600 unique
clicks.
• Total Meetings database as of 12/31: 7,092
26 EARNED MEDIA
Public Relations
PR Highlights
• Placed 124 s tories in national and local publications and outlets
• Reach 369.2M unique views
• Ad Value $2.6M
• Compared to the firs t half of 2023, both reach and ad value increas ed 1200% and 1358%, res pectively
• The large increas e is attributed to vacant
pos itions being filled allowing for increas ed
international and national TV broadcas t
expos ure, including two days of ABC World
News Tonight with David Muir live hits , a
Savannah Bananas interview at Excite Ballpark,
citywide Beyonce activations , and a
countrywide Canadian TV morning s how media
blitz by a Vis it San J os e hos ted travel writer
• Major themes included:
• Cons umer return of travel to San J os e
• San J os e as California travel des tination for
international markets
• Local economic impact of travel
• Meetings in San J os e
• Res urgence of San J os e culinary s cene
Fall Travel to California
Broadcast & Online
Calgary, Vancouver & Edmonton TV Markets
Reach 6.2M | Ad Value $226.2K
Don’t Believe Everything You See on
Twitter About a San Francis co Meeting
Apocalyps e
Online
Reach 15K | Ad Value $29
Atmospheric River Weather Report
Broadcast & Online (2 Days)
Reach 122.6M | Ad Value $614K
The underrated Silicon Valley city that
has so much more to offer than tech
Print & Online
Reach 27M | Ad Value $79.8K
Fabulous luxury, tiny staircases and doors to
nowhere: San Jose, California’s historic 160-
room Winchester Mystery House is
gloriously eccentric
Print & Online (also featured on MSN)
Reach 137.6M | Ad Value $266.7K
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.