Positioning Our Destination for Future Success
June 28, 2023
City Room Nights Gross Bkg ($USD) Economic Impact
Belmont 1,425 $259,613 $908,647
Brisbane 346 $76,887 $269,103
Burlingame 4,213 $752,663 $2,634,319
Half Moon Bay 581 $214,360 $750,259
Millbrae 2,439 $432,816 $1,514,857
Pacifica 302 $66,384 $232,344
Redwood City 1,514 $250,054 $875,187
San Bruno 1,951 $290,689 $1,017,411
San Carlos 607 $109,339 $382,685
San Mateo 1,716 $317,708 $1,111,979
South San Francisco 6,195 $1,013,962 $3,548,868
Unincorporated/Other 305 $132,840 $464,940
21,594 $3,917,314 $13,710,600
2022 Expedia Campaigns By City
• ROA (Return on Assessment
collected) for SSF hotels is
4.3; Entire SMC is 4.2
• SSF BEST performer of ANY
city in 2022 Expedia
campaigns!
• 165 Group leads sent to SSF
Hotels.
• Key partnerships with SSF
Conference Center, Dominic’s
SF Wine School, Moonstar,
JobTrain, Chamber of
Commerce
• Board Members from: A/C
Hotel, Fairfield Inn, Embassy
Suites
March 2023 Pharma Forum Trade Show NYC
Joint effort with SSF Conference Center – Stacey San Pedro International Travel Tradeshow (IPW)
Key Takeaways
• Media has shown majority interest in the following topics: family-friendly travel, solo women travel, sustainability, luxury, “soft adventure” and “hidden gem” weekend getaways.
• 8 and counting follow ups - interested in coming next year (tagging from IPW in LA).
Media Marketplace
Communications Manager Jacqueline met with 25+ international travel journalists at IPW’s Media Marketplace to showcase our region.
0 1
2 3
4 5
6 IPW Media Marketplace Appointments
Number of Media Appointments
Represented Countries (Media’s targeted reader audience) May 2023 – Joined by Dean Lehr, Hotel Focus
2023 Initiatives
• 31 Trade Shows/Meeting Industry Events
• Spring Domestic Expedia Campaign (May- June)
• International Expedia Campaign in partnership with Visit Sonoma and SF Travel (April – December)
• Now a preferred partner with San Francisco Travel. Others include Helms Briscoe, Global Cynergies, Prestige Global Meetings.
November 2022 FAM Tour Closing Dinner at SSF Conference Center Closing night dinner for 8 Helms Briscoe Meeting
Planner (Florida) held at South San Francisco
Conference Center
November 2022 Taste of South San Francisco
Featuring As
Fresh as it Gets
SMC Farm to
Table Program
Peninsula Restaurant Week Success!
Social Media Features – South San Francisco
Content Mentions: Jan. 2022 – June 2023
Owned Blog Posts:
• April 28, 2023: Restaurants with Great Views in The Bay Area Features AC Waterfront Lounge
• March 30, 2023: Easter 2023 Events on The San Francisco Peninsula Features See’s Candy headquartered in South San Francisco, as well as Parks & Rec’s 92nd Annual Easter Bunny Experience
• November 10, 2022: Restaurants Serving Thanksgiving Dinner on The San Francisco Peninsula
Features Dominic’s on the Go in South San Francisco
• October 13, 2022: Halloween Events On The San Francisco Peninsula Features Blind Testing White Wines event at San Francisco Wine School • January 2, 2022: Great Hotels Near The San Francisco Bay Trail Features Sonesta ES Suites and links to other South San Francisco hotels Content Mentions: Jan. 2022 – June 2023
Promoted Events (43 events):
• Concert in the Park: Culture & Community Festival
in South San Francisco
• "Bohème Out of the Box" in South San Francisco
• Cinco de Mayo Specials at the AC Waterfront
Lounge
• Easter Bunny Photo Hop & Egg Hunt 2022 in
South San Francisco
• The Evolution of South Australian Grenache at San
Francisco Wine School
• BATTLE OF THE GRAPES III: Northern Italy vs
Southern Italy benefitting Museo Italo Americano
at San Francisco Wine School
• 2022 Anniversary Celebration & Scholarship
Auction at San Francisco Wine School
• Intro to Blind Wine Tasting at San Francisco Wine
School
• Intro to Blind Wine Tasting at San Francisco Wine
School
• Wines of Willamette Valley Oregon at San
Francisco Wine School
• Intro to Food Pairing at San Francisco Wine School
• Intro to Food Pairing at San Francisco Wine School
• Wines of Washington State at San Francisco Wine
School
• Rosé Wines of the World at San Francisco Wine
School
• Intro to Italian Wines at San Francisco Wine School
• Napa Valley Wines at San Francisco Wine School
• Crus Classés de Graves at San Francisco Wine
School
Content Mentions: Jan. 2022 – June 2023
(Continued)
• Introducing Cult Oenologist Roberto Cipresso and his
Inaugural California Pinot Noir Portfolio Release at San Francisco Wine School
• Blind Tasting Thick-Skinned Red Wines at San Francisco Wine School
• Blind Tasting Thin-Skinned Red Wines at San Francisco Wine School
• Sweet and Fortified Wines of the World at San Francisco Wine School
• Celebrate Black History Month at San Francisco Wine
School
• Wines of Italy at SF Wine School
• Chardonnays of the World at the San Francisco Wine
School
• 34th Annual Taste of South San Francisco 2022
• San Francisco Antiquarian Book, Print & Paper Fair 2022 • Easter Brunch at the AC Waterfront Lounge
• Mother's Day Brunch at the AC Waterfront Lounge
• Valentine's Day Menu at the AC Waterfront Lounge
• Valentine's Day Dinner at the AC Waterfront Lounge
• South San Francisco Downtown Walking Tour
• Redwood City Downtown Walking Tour
• San Carlos Downtown Walking Tour
• Pescadero Walking Tour
• "The Nutcracker" in South San Francisco
• "Abundance: A 2-dimensional Art Show" in South San
Francisco
• Santa Comes to Town 2022 in South San Francisco
• Roderick Chambers - Live at Hula Hoops
• Jackie Chavez - Live at Hula Hoops
• Roderick Chambers - Live at Hula Hoops
• Easter Bunny Photo Hop & Egg Hunt 2023 in South San
Francisco
Content Mentions: Jan. 2022 – June 2023
Owned Social Media Posts:
• April 29, 2023: Promoted Restaurants with Great Views blog post featuring AC Lounge • January 12, 2023: Promoted reel featuring “Karl the Fog” cocktail at AC Lounge • November 20, 2022: Promoted Thanksgiving Dinners blog post featuring Dominic’s on the Go • November 16, 2022: Promoted Thanksgiving Dinners blog post featuring Dominic’s on the Go • November 14, 2022: Promoted Thanksgiving Dinners blog post featuring Dominic’s on the Go • October 22, 2022: Promoted Halloween blog featuring San Francisco Wine School • October 15, 2022: Promoted Halloween blog featuring San Francisco Wine School • July 22, 2022: Promoted Restaurants with Great Views blog post featuring AC Lounge • February 22, 2022: Featured a photo of Sign Hill
Media Mentions Due to Our Efforts:
June 2023: San Francisco Wine School featured in, “San Mateo County: With endless discoveries, the San Francisco Peninsula invites visitors to get lost while discovering the region,” by Christine Moore, Modern Luxury
What Is the San Mateo County/Silicon Valley Convention and Visitors Bureau? How Is It Related to the San Francisco Peninsula?
The San Mateo County/Silicon Valley Convention and Visitors Bureau (CVB) is a destination marketing organization (DMO) created in 1971 as a 501 (c) (6) by SMC hotel owners and managers responsible for attracting convention, business, international, and leisure visitors. In 2001, a TBID funding model was adopted (4th district in U.S. to do so). ‘The San Francisco Peninsula’ branding strategy was launched in 2022. In 2023, it began the process of converting its District from the ‘89 to ‘94 Act.
Assessment Fees (.$15 - $1.00) paid by Hotel Guests have not increased since 2001.
Destinations
that
RECENTLY
Converted
from ‘89 Act
to ‘94
Destination Year Converted
Stockton 2010
Sacramento 2012
Fairfield 2013
West Hollywood 2013
Huntington Beach 2014
Lodi 2015
Richmond 2015
Carmel-by-the-Sea 2016
Palm Springs 2016
Vacaville 2016
Paso Robles 2017
Yolo County 2017
Monterey County 2018
Pasadena 2018
San Jose 2018
Dana Point 2019
Laguna Beach 2020
Morro Bay 2021
Santa Clara 2021
$648
MPAR
Destination Revenue – 2019 990 and MPAR**
Napa Valley $7,721,717
MPAR $1,575
Sacramento
$12,458,000
MPAR $1,246
Oakland $5,180,000
MPAR $1,170
San Francisco
$38,112,000
MPAR $1,128
Sonoma County $8,714,471
MPAR $792
Santa Cruz County
4,400 rooms
$2,728,000
MPAR $620
Monterey County
$7,234,686
MPAR $603
The San Francisco Peninsula
15,720 rooms
$3,097,000
MPAR $197
Current Funding Significantly Below Comparable
Destinations
**MPAR (marketing $ per available room) is
the division of the budget by the number of
rooms. $197 dollars is the lowest MPAR we
have come across in a destination.
Civitas Advisors
Moscone Center Bookings Down Significantly
Through 2030
* Prior to VMware cancellation (40,000+ room nights)
Variance from 8/22:
-415K Definite
Room Nights
+31K Tentative
Room Nights
• ALL hotels will automatically become members of the California Hotel Lodging Association with complimentary access to all CHLA training programs and industry advocacy program. Hotels that currently pay CHLA dues directly will realize a savings. • Dedicated Staff Liaison for non-convention hotels to provide support on issues unique to smaller properties.
• Increased funding will enable us to attract large scale Room Night Generating Events which could include music festivals, marathons, athletic events etc. This is a whole new frontier!
Enhanced Benefits for ALL Hotels…
Marketing: All Markets Estimated
Revenue
Projected
Room Nights
Investment
1. Invest further in attracting Social Media Influencers. $1,800,000 9,000 $150,000
2. Invest in advertising campaigns across all mediums: digital, TV, radio, print to effectively compete with smaller
neighboring DMOs (Santa Cruz, Monterey, Tri-Valley etc.). $4,000,000 20,000 $200,000
3. Retain Marketing P/R Agency to identify opportunities where we are currently lacking presence and develop
campaigns to support above initiatives.
$1,800,000 9,000 $180,000
4. Deploy geo-tracking tool to better understand our current visitor and measure effectiveness of above initiatives.
N/A N/A $75,000
5. Additional staff to support above initiatives. N/A N/A $637,200 San Francisco Peninsula TMD – Proposed Initiatives
Convention Sales Estimated
Revenue
Projected
Room Nights
Investment
1. Add Convention Sales Representatives to East Coast, Midwest, Sacramento, and Southern California, and International Markets. $6,100,000 25,000 $675,000
2. Add sales representative for hotels in luxury segment. Show participation could include: Financial Insurance Conference Professionals (FICP), Luxury Meeting Summit, Global Meetings and Incentive Travel Exchange (GITME), Corporate Event
Marketing Association (CEMA), Pharma Forum targeting feeder markets of New York, Boston, Chicago, etc.)
$1,750,000 5,000 $200,000
3. Join competing destinations offering booking incentives. $2,200,000 10,000 $200,000
4. Participate in destination partnership programs with Third Party Meeting Planning Companies such as American Express,
Conference Direct, Helms Briscoe etc.
$1,400,000 6,364 $175,000
5. Add sales missions and client reception in feeder markets of Midwest, TX, AZ, Southern CA, Washington D.C., and New York. $840,000 4,000 $172,000
6. Increase Familiarization site tours with key planners. $880,000 3,911 $200,000 San Francisco Peninsula TMD – Proposed Initiatives
Leisure Sales Estimated
Revenue
Projected
Room Nights
Investment
1. Further develop OTA campaigns during strategic need periods. $8,850,000 41,182 $325,000 Convention Marketing Estimated
Revenue
Projected
Room Nights
Investment
1. Partner with key meeting publication companies such as Northstar, Smart Meetings, Connect, Meetings Today for
advertising, show sponsorship, FAMS etc.
$880,000 3,000 $175,000
San Francisco Peninsula TMD – Proposed Initiatives
A: Rate of 1.5% of room revenue for hotels with 5K+ sq. ft. of dedicated meeting space (Group A) /
0.75% (Group B) for all others compares very favorably:
• San Francisco: 2.5% (hotels near Moscone Center); 1.3125% for all other hotels (Assessment + Convention Center Tax)
• Oakland: $1.50/room night + 3% (Assessment + Measure C) • San Jose: $1.00-$3.00 +4% (Assessment + Convention Facility Fee) • Sacramento: 2%-4%
• Current San Mateo County TBID: $0.15 - $1.00/room night.
The amount charged to guests has not increased since 2001, thus the annual CVB budget has remained flat growing only when hotel rooms are added to the market.
Q: What Is the Proposed New Tourism Fee and How Does It Compare?
San Francisco Peninsula Destination Comparison
April 2023
Destination TOT TMD
Assessment
Total Charge
Atlanta,GA 21.0% N/A 21.0%
New Orleans, LA 16.0% 1.75% 17.75%
Louisville, KY 16.07% 1.50% 17.57%
Chicago, IL 17.38% N/A 17.38%
Dallas, TX 15.26% 2.0% 17.26%
Anaheim, CA 15.0% 2.0% 17.0%
Indianapolis, IN 17.0% N/A 17.0%
Austin, TX 17.0% N/A 17.0%
Long Beach, CA 13.0% 3.0% 16.0%
Los Angeles, CA 14.0% 2.0% 16.0%
Half Moon Bay, CA 15.0% 0.75%-1.5% +$1.00/night 15.75-16.5% + $1.00/night West Hollywood, CA 12.5% 3.0% 15.5%
Nashville, TN 15.25% $2.50/night 15.25% + $2.50/night
Houston, TX 15.0% N/A 15.0%
Brisbane / South San Francisco,
CA
14.0% 0.75%-1.5% +$2.50/night 14.75-15.5% + $2.50/night Santa Monica, CA 14.0% $1.90 – $6.25 per night 14.00% + $1.50 – $6.25 per night
Las Vegas, NV 13.38% N/A 13.38%
Greater Palm Springs, CA 10.0% - 12.7% 3.0% 13.0% - 15.7% Miami, FL 13.0% N/A 13.0%
San Diego, CA 10.5% 2.0% 12.5%
Orlando, FL 12.5% N/A 12.5%
San Francisco Peninsula, CA 9.5% - 15.0% 0.75%-1.5% 10.25% - 16.5% Average Lodging Charge
forTop 100 Cities – 14.92%
Average Lodging Charge
for Cities w/ 350k+
Residents – 15.91%
Overhead
24%
Sales
58%
Marketing + PR
18%
Overhead
10%
Sales
65%
Marketing + PR
25%
TBID Expenses TMD Expenses
90% of New TMD Budget Dedicated to Marketing, Sales, and Public Relations Initiatives
City Council – Public Meeting
1. Public Meeting – No action required if not adopting ordinance
2. Optional: Introduce the Ordinance of Formation and have 1st reading.
Public Meeting must be held at least 10 days after Notice of Public Meeting/Hearing is mailed and at least 7 days before Public Hearing is held.
June 20, 2023 City
City Council – Final Hearing
1. Adopt Resolution of Formation
2. Optional: 2nd reading of Ordinance and Adopt Ordinance of Formation Must be held at least 45 days after Notice is mailed.
July 5, 2023
(next meeting is
August 21, 2023)
City
• ’94 District passes 30-day challenge period (Resolution) • Ordinance Active (30 days after 2nd Reading) August 4, 2023 SFPTMD District passes 2nd 30-day challenge period (Ordinance) September 3, 2023 SFPTMD City Council - Disestablish ‘89 District September 2023 City District begins collecting assessment October 1, 2023 SFPTMD *The Burlingame City Council generally meets on the first and third Monday of each month.
San Francisco Peninsula Tourism Business Improvement District Conversion Timeline (Continued)
View the video here.
Re-branding the destination has created a powerful tailwind Thank You!