9/19/2023 item 5
DISCOVER
SANTA
CLARA.
FY 2022/2023
Annual Report Overview
DISCOVER
SANTA
CLARA
DMO Mission
The Mission of Discover Santa Clara® is to
promote and drive economic impact to Santa
Clara as the Silicon Valley destination of choice for
meetings, business, and leisure travel.
POST MEETING MATERIAL
DISCOVER
SANTA
CLARA.
DMO Board of Directors
DISCOVER
DMO Board of Directors
SANIA
CLARA
Catherine Lentz, Nadine Nader
Chair City of Santa Clara
Forty Niners Stadium Management Co.
Lorne Ellison
Leo Wandling
Vice-Chair Levy Restaurants
I.A.T.S.E. - Local 134
Kelly Carr Barb Granter
Treasurer California's Great America
Santa Clara Convention Center
Christine Lawson Chris Sullivan
Secretary, EX-Officio Santa Clara Marriott
Discover Santa Clara®
Ruth Mizobe Shikada Sean Steenson
Ex-Officio Delta Hotel
City of Santa Clara
DISCOVER
SANIA
CLARA
Year in Review
Key Accomplishments
DISCOVER
SANTA Key Accomplishments
CLARA
Convention Sales
• Hired Convention Sales Manager in September 2022 and Director of Sales in June 2023. • Developed and implemented a robust P1/P2 site inspection process. • Collaborated with the SCCC, Levy, and SCTID Hotels to revise existing Booking Policy to accommodate current market dynamics.
• Created a FY 2023/24 DMO tradeshow/sales trip calendar and planning checklist. • Initiated an RFP process for designing a DMO tradeshow booth. • Established cadence of on-going meetings for strategic collaboration with DMO partners. • Partnered with San Francisco Travel and Team San Jose to develop a compelling bid to host Super Bowl 60 for 2026.
DISCOVER
SANTA Key Accomplishments
CLARA
Marketing
• Hired a Director of Marketing to develop and execute a diverse marketing plan. • Implemented Email Marketing Platform, Act-On for customer campaigns and retargeting. • Implemented on-going Google Ads Campaign.
• Developed new social media content strategy.
• Utilized social media Reels on Facebook and Instagram for brand awareness and engagement. • Conducted Instagram growth initiatives with local influencers, achieving a significant increase in followers. • Enhanced Discover Santa Clara®. website with increased functionality and authentic imagery.
Administration
• Partnered with Krisch & Company to establish Financial SOPs for the DMO. • Initiated talks with HR consultant to discuss designing DMO's annual review process. • Collaborated with ADP to launch a 401k program in July 2023.
DISCOVER
SANIA
CLARA.
FY 2023/24
Improvements + Activities
DISCOVER
2023/24 Focus Activities
SANTA
CLARA
Convention Sales
• Improve sales through CRM, business intelligence and operational process. • Attend high-profile tradeshows and targeted sales trips to drive awareness, build customer relationships, generate leads, and close business.
• Host client familiarization events to showcase Santa Clara and our offerings. • Active involvement in industry/community events to expand our reach and foster meaningful connections.
Marketing
• Website redesign for a richer and more diverse customer experience. • Host branding meeting to address "Why Santa Clara?" for targeted content creation. • Conduct photoshoots and videography for DMO, SCCC, and Levy to expand content library.
DISCOVER
2023/24 Focus Activities
SANTA
CLARA
Marketing (cont.)
• Focus on influencer marketing to connect with diverse audiences, increase exposure, followers, and demand
• Develop content strategy for website, social media and email marketing to personalize messages for improved conversion and retention.
• Utilize strategic advertising on platforms like LinkedIn and Meta to reach targeted customers.
Administration
• Create Financial SOPs for fiscal management and securing custody of the SCTID assessment funds. • Establish an annual review process to provide feedback and identify growth areas for improved productivity and success.
• Streamline KPI achievement culture through effective incentive plans, goal setting, and performance management.
10 FY 2023/24 ADOPTED ORGANIZATIONAL STRUCTURE
Christine Lawson
Hourly PR Support
President & CEO Public Relations &
Communications
Beverly Corriere Marwa Abubakr Luz Chatman Katelyn Studebaker Manager, Data & Systems Director of Sales Director of Marketing Administrative
Services Manager
Ben Landis Contract Services
Contracted Services Marketing Manager Marketing Agency of Record
Accounting, Legal + HR
Sherry Bastani NAME TBD
Convention Sales Manager Convention Sales Manager
Gray boxes with blue outline indicate DMO budgeted and filled positions.
Gray boxes with green lines indicate DMO budgeted, but not yet filled positions.
Gold boxes represent DSC's Agencies of Record and/or outside conudelors
DISCOVER
SANIA
CLARA
Financials + KPls
12 DISCOVER
SANTA FY 2022/23 Financials
CLHRA
Income Budget Actuals
SCTID Assessment $1,174,623 $2,500,000
Other Revenue $66,000 $69,571
FY 2022/23 Expenditures Budget Actuals Balance
CONVENTION SALES, INCENTIVES $607,274
$199,245 $408,029
& SERVICES
MARKETING &
$203,048 $121,529 $81,520
COMMUNICATIONS
ADMINSTRATION $822,592 $770,014 $52,579
CONTINGENCY $35,239 $0 $35,239
CITY ADMINISTRATION FEE $23,429 $50,288 ($26,859)
TOTALS $1,691,583 $1,141,076 $550,507
FY 2022/23 Expenditures Budget Actuals Balance
RESERVE FUND $678,001 $0 $678,001
13 DISCOVER
SANTA
CLARA.
Definitions of Group Types
+ Management
DISCOVER
SANIA Priority Group Definitions + Lead Management
CLARA
Valid April 1, 2023 - June 30, 2024
Priority Number Revised Peak Rooms Revised Center Spend Revised Booking Window
(DMO) 700+ $650,000+ 18+ Months
P2 (DMO) 350 - 699 $400,000 -$649,999 12-18 Months
P3 (OVG + Levy) 200 - 349 $250,000 - $399,999 9-12 Months P4 (OVG + Levy) 75 - 199 $150,000 - $199,999 6-9 Months P5 (OVG + Levy) N/A $149,999 0-6 Months
With or without
rooms
The booking policy is a guideline. All groups will be evaluated based upon revenue impact to partners. 15 DISCOVER
SANTA Key Performance Indicators
CLARA
Silicon Valley/Santa Clara DMO Inc.
Performance Measures
2022/23 2022/23 2023/24
Target Actuals Target
1. Event Mix (Consumed)
Percent of P1 Events 1% 0% 0.5%
Number of P1 Events 3 1
Percent of P2 Events 2% 0%* 1.0%
Number of P2 Events 6 0. 2
2. Number of Definite Events Booked (Booked in the year for future years
Number of P1 Events
Number of P2 Events 1
3. Convention Center Gross Revenue (P1 & P2) $2,580,000 $0 $800,000
4. Number of Room Nights Booked (For future years) 16,438 750 4,506
5. Number of Room Nights Consumed 9,375 2,253
6. Number of Weeks Impacted (Consumed) 9 2
7. Customer Service Survey Results (Overall satisfaction) 85% 0% 85%
8. Number of Prospects (active) (Non-cumulative P1 & P2) 300 51 140
9. Economic Impact (Consumed P1 & P2 events) $6,031,943 $0 $2,745,582 16 DISCOVER
SANTA FY 2023/24 Budget + Cost per Program
CLARA
FY 2023/24 % of
BUDGETED COST BY PROGRAM Adopted Budget
CONVENTION SALES, INCENTIVES &
$1,188,331 38.9%
SERVICES
MARKETING & COMMUNICATIONS $818,578 26.8%
ADMINSTRATION $935,821 30.7%
CONTINGENCY $66,000 2.2%
CITY ADMINISTRATION FEE $44,000 1.4%
TOTAL OPERATING BUDGET $3,052,730 100%
17 DISCOVER
SANTA
CLARA THE BAY
Let's Get Reel
DISCOVER
What's Happening in Santa Clara
SANIA
CLARA
CROISSA
CLARA CA
SON
IS RE
ANTACLAR
Art Wine Festival
N==0 POV: You Go to a Hyatt
Centric Santa Clara Weekday.
Winddown eVent!
19 DISCOVER
SANIA Instagram Reels
CLARA
THIS IS YOUR SIGN
TO STAY AT THE
MARRIOTT SANTA
CLARA!
JONVO STOP BY THE WILTON SANTA
CLARA BEFORE THE ED
SHEERAN CONCERT!
20 DISCOVER
SANTA
CLARA.
Q+A
23 DISCOVER
CLARA SANTA
Thank you
22 DISCOVER
SANTA
CLARA
Appendix
23 DISCOVER
SANIA FY 2023/24 Budget + Cost per Program
CLARA
FY 2023/24 % of
BUDGETED COST BY PROGRAM Adopted Budget
CONVENTION SALES, INCENTIVES & $1,188,331 38.9%
SERVICES
MARKETING & COMMUNICATIONS $818,578 26.8%
ADMINSTRATION $935,821 30.7%
CONTINGENCY $66,000 2.2%
CITY ADMINISTRATION FEE $44,000 1.4%
TOTAL OPERATING BUDGET $3,052,730 100%
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