TEAM SAN JOSE
CEDC Update
March 24, 2025
1 CONTENTS
1. Collaborative Local Campaign
2. Local Business Outreach
3. Mid-Year Performance
4. Dashboard Metrics
5. Performance and Travel Trends
6. Sales
7. Marketing & Communications
2 COLLABORATIVE
LOCAL CAMPAIGN
3 4
• Together, the Mayor’s Office, the City’s Office of Economic Development, the San Jose Downtown Association, San Jose State University, the San Jose Mineta International Airport and Team San Jose established a collaborative marketing group. • The group launched the City’s first local campaign, San Jose for the Holidays, leveraging all partner communications channels with shared branding and call-to-action. The shared callto-action was to visit Downtown for events and festivities. • This collaborative marketing group also created San Jose’s first citywide editorial calendar. • Future campaigns will feature these events and will be used to leverage and maximize visitation to San Jose during our 2026 mega sports events.
COLLABORATIVE CAMPAIGN
• Data from Azira show that Downtown San Jose saw a 12% increase in visitors’ devices in December 2024 compared to December 2023. (Visitors are described as devices seen in Downtown that do not spend the night or significant periods of the workweek within the downtown zone.)
• Devices belonging to San Jose residents grew by 23% YOY, and devices from greater Santa Clara County grew by 11%.
• Daily performance indicators for December 2024 were very strong. Citywide, weekend hotel stays saw a 24% growth in revenue for each available room year over year, with a nearly 17% increase in overall occupancy. Downtown posted a 48% increase in revenue for each available room during the same time and 42% increase in occupancy for weekends. 5 LOCAL RESULTS
DIGITAL AD PLACEMENT
6 LOCAL BILLBOARDS
7 8
PAID SOCIAL MEDIA AD
• Partnership generated 11 stories with
4M reach for $64.5K ad value.
• Local campaign launched midNovember in partnership with Downtown Ice and SJDA and generated:
• 3 local TV stations
• 4 print publications
• 3 social media influencers
9 MEDIA EVENT
• Partnered with the City’s Office of Economic
Development and the San Jose Sharks for
screen and billboard takeover to promote
branding on SAP Center.
• Additional digital screens Downtown
highlighted “A Very San Jose Holiday
Campaign” throughout season beginning
the night of the November media event for
local viewers.
10 PARTNERSHIPS
• Campaign achieved 15M impressions across
all social platforms.
• Organic reels highlighted local small businesses
and were viewed over 75,000 times.
• Collaboration with Alamitos Vineyards, the Vine
Hospitality Group, 10th St. Distillery and Visit
San Jose created San Jose’s first-ever cocktail:
The San Jose Sour.
• Social media influencer posts resulted in over
14,500 reel views and Instagram stories
reaching 96,000 viewers in the Bay Area.
11 ORGANIC
SOCIAL MEDIA
LOCAL BUSINESS
OUTREACH
12 13
• 332 Registrations
• 177 Attendees
• Partnership network (TSJ communications / 60-day calendar) increased to 451 business partners. • San Jose Industry Pages launched to better serve local businesses 24 hours, 7 days a week. 14 • Event brought Santa Clara County wineries and 10th Street Distillery Downtown for networking opportunities.
BASH CONNECTS PARTNERS
CONVENTION
CENTER AND FACILITY
PERFORMANCE RESULTS
15 Estimated Direct
Visitor Spending
Future Hotel Room Nights
Booked (Citywide)
Theater Occupancy
Gross Operating Revenue
Gross Operating Results
Customer Satisfaction
Response Rate
$31,974,139
58,835
94%
$22,636,536
$2,217,819
93%
32%
YTD ACTUAL GOAL VARIANCE
$29,394,224
58,501
103%
$22,685,118
$876,425
95%
$2,579,915
(167)
-9%
($48,582)
$1,341,394
-2%
16 FISCAL YEAR 2024-25
MID-YEAR
DASHBOARD
METRICS
17 TSJ Theaters
TSJ Convention
Facilities
290,651
104,834
ATTENDEES DIRECT SPEND
$12,844,715
$19,129,424
VENUES
ESTIMATED ECONOMIC IMPACT
By Venue Type
YOY DIRECT SPEND
85.9%*
-12.8%
* The formula for Direct Spend in performing arts and concerts changed this year to the American for the Arts study for San Jose.
18 HOTEL & WEBSITE
Occupancy
Average Daily Rate
Revenue Per
Available Room
WEBSITE UNIQUE VISITORS ・ sanjose.org
FYTD
FYTD YOY
67.6%
$168.70
$114.01
778,745
-5.8%
FY 2023-24 FYTD YOY
5.2%
5.6%
11.0%
HOTEL INFO
19 SOCIAL MEDIA
Facebook Likes
Instagram Followers
LinkedIn Followers
YouTube Subscribers
Pinterest Followers
TikTok Followers
30,901
36,632
681
3,562
1,497
486
NEWSLETTER SUBSCRIBERS
197,219
Threads Followers 6,851
20 OWNED DIGITAL MEDIA
FUTURE CITYWIDES
BOOKED
Count
Rooms
5 29,209
LEAD GENERATION
FYTD %FYOY
-16.7%
12.0%
MARKET SEGMENTATION OF FUTURE
CITYWIDE ROOM NIGHTS BOOKED
FYTD %FYOY
Event Leads Entered
Room Night
Leads Entered
1,252
1,356,335
21.4%
23%
21 SALES
PERFORMANCE
AND TRAVEL
TRENDS
22 San Jose continued its strong year-over-year growth. It began accelerating in Q3 and Q4 of FY 2023-24.
San Jose led the 13 top competitive markets in year-over-year revenue growth at 9% over FY 23-24 and growth in revenue for each available room at 16% over FY 23-24.
DOWNTOWN GROWTH
• Gains were driven by the accelerating recovery of our Downtown. For calendar year 2024, Downtown saw year-over-year growth of 14% in rooms sold, 22% growth in room revenue and 39% growth in revenue for each available room.
OUTLOOK
• Through the first two months of fiscal year Q3, there has been slightly more volatility in the market. Downtown is continuing to perform strongly year-over-year, but there is increased volatility in citywide hotels.
23 PERFORMANCE
% Change – Calendar 2024 vs. Calendar 2023
ROOM DEMAND
Citywide, Downtown and Airport Hotels
24 SALES
25 Consumed Group Business
• Full calendar-year 2024 vs. 2023
• Up 14%, but not enough
Citywide Initiatives
• Downtown availability calendar
• Citywide master contract
• Uptown collection
UPDATE
26 To do so.
Sales Update
27 MARKETING &
COMMUNICATIONS
28 • The objective is to prioritize Return on Advertising Spend, (ROAS) and focus on media buys with partners that provide data that measures incremental economic impact of our advertising efforts. • This also includes our local campaign focused on driving locals Downtown. • The media mix is made up of digital programmatic, travel endemic (such as Sojern and Expedia), paid social media ads and paid search words. The investment was allocated to achieve the strongest Return on Advertising Spend (ROAS).
• The ads highlighted local artists and promoted our unique food, art, and culture scenes. • Due to this strategy shift, overall incremental revenue increased significantly, bringing in over $30M in the first six months of FY 2024-25, with an ROAS of $54.86.
CONSUMER PAID MEDIA PLAN
29 IMPRESSIONS
REACH
HOTEL REVENUE
TOTAL REVENUE
Flight + Hotel Revenue
Combined
49,673,851
16,557,950
$15,729,084
INQUIRIES
HOTEL BOOKINGS
FLIGHT BOOKINGS
2,997,653
30,490
13,344
$30,623,499 TOTAL ROAS
Return on Ad Spend $54.82
Notes:
• Production data is available from the following sources per metric:
• Hotel Revenue: Expedia, ADARA Impact, TripAdvisor
• Hotel Bookings: Expedia, ADARA Impact, Sojern
• Flight Bookings: ADARA Impact, Expedia
• Total ROAS: Total revenue between: (Adara (Hotel Revenue), Expedia (Flight + Hotel Revenue), TripAdvisor (Hotel Revenue + Attractions + Food/Bev + Other + Retail + Transportation), Sojern (estimated economic impact) divided by total digital paid media spend (i.e. removing Visit CA print) • Total Revenue: Adara (Hotel Revenue), Expedia (Flight + Hotel Revenue), TripAdvisor (Hotel Revenue + Attractions + Food/Bev + Other + Retail + Transportation), Sojern (estimated economic impact, based on a users average spend in market) • Expedia is no longer providing hotel and flight search data as of May 2023. Data from other partners is minimal and therefore search data is not included. • Production data is only a reflection of paid media.
• Impressions, reach and Inquiries is inclusive of paid media, paid social and paid search.
JULY– DECEMBER 2024 CONSUMER PAID MEDIA
Production Reporting Spend Produced
30 • The objective was to drive new meetings business and group bookings by generating leads for the Sales team, (to convert to meetings), using paid media strategies. • 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 meetingsspecific content and in conjunction with our owned channels including website, newsletters and social media.
• Compared to the last 6 months, January - June 2024, inquiries increased by 500,000 primarily due to an increase in engagement with LinkedIn paid media efforts. 31 MEETINGS PAID MEDIA
Total Campaign Inquiries Total RFP Completions
Total Campaign Reach
Meetings Leads
Total Campaign Impressions
24,135,492 8,045,164
1,039,127 94 1,597
Source: Tableau, Google Analytics
Notes:
• Impressions, reach and inquiries is Inclusive of paid media, paid social and paid search. • Meetings leads sources are inclusive of 1) RFP submissions, 2) webinar leads via media/offline media leads, 3) website meetings email signups, and 4) website modal meetings signups.
• Overall impressions are lower YOY due to a shift in strategy to focus on lead generating tactics that reach a more qualified audience.
MEETINGS PAID MEDIA RESULTS
32 Facebook
Instagram
LinkedIn
YouTube
Pinterest
TikTok
30,555
31,438
466
3,139
715
659
PLATFORM DEC 2023 DEC 2024 YOY
30,901
36,632
486
3,562
6,851
681
Threads 6,851
66,972 80,610
1.13 16.52
4.29 13.48
109.37
3.34 55.88
20.36 OVERVIEW: Visit San Jose’s social media strategy was able to successfully achieve a 20% increase in organic followers across all platforms. This growth is complemented by an average engagement rate of
9.36%, an increase from the previous 5.5% recorded between January and June 2024. 4,395
33 ORGANIC SOCIAL MEDIA
• 18 campaigns
• 1.62 million emails deployed
• 5,812 new subscribers
• 98,973 total consumer database
34 EMAIL: CONSUMER
• 1,503 new subscribers
• 4 owned database campaigns totaling over 38,000 emails with 9,500 opens and 600 click throughs
• 4 paid media emails deployed to vendor databases, resulting in over 238,000 additional emails delivered, 44,000 opens and 2,600 unique click throughs
• 10,976 total meetings database
35 EMAIL: MEETINGS
Winegrowers Are Using an
Ancient Grape-Growing Technique to
Combat Climate Change and Preserve History
50 Places to Eat in California
Could California’s Next Great
Wine Valley Be Silicon Valley?
Angkor Chef Grand Opening
A Catering Chef Shares 6 Tips for
Feeding a Crowd on Thanksgiving
VIEWERS
891.8M
REACH
AD VALUE
$2M
Placed 31 stories
in national and local
publications and outlets.
36 EARNED MEDIA/PR
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
○ Inquiries = Website pageviews/interactions, off-site ad unit interactions ○ Impressions = How many times the an ad was delivered to users. ○ Total Revenue = includes Flight and hotel revenue combined. ○ ROAS = Return on Ad Spend. This is calculated based on amount of spend divided by total revenue. ○ 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. ○ RFP = Request for Proposal (an online form used to request more information for planning a meeting/event to be held in San Jose) 37 THANK YOU
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