Attachment 1. Walnut Creek Tourism Business Improvement District Assessment Report for Fiscal Years &

Transcription

1 Attachment 1 Walnut Creek Tourism Business Improvement District Assessment Report for Fiscal Years & March 20, 2017

2 Table of Contents Page A. Overview.2 B. District Boundary & Participants...3 C. Fee Structure...3 D. Accomplishments...4 E. CVB Financials..13 F. Fiscal Year

3 Overview The Walnut Creek hotels/motels have created a collaborative marketing organization to better promote themselves and the community in general to overnight travelers. The travel industry provides unique opportunities as an economic engine in Walnut Creek. Studies show that an effective way to compete in the hospitality industry is through an organized Convention & Visitors Bureau (CVB). CVB s are grounded in the idea of a rising tide raising all boats in the harbor. A successful CVB is a strong economic catalyst because it attracts new dollars to the community from outside the area. This new spending generates more money for the hotels, which results in increased Transient Occupancy Taxes (TOT) going to the City and increased sales taxes generated at restaurants and local businesses. Funds from the CVB support a Walnut Creek Convention & Visitors Bureau, which is the marketing organization to execute the marketing strategies. While the focus of the CVB in the past has been the overnight leisure guests, small groups and SMERFES (Social, Military, Educational, Religious, Fraternal, Ethnic & Sports), a new direction was recently launched. Since July 2015 the CVB has been actively working to reposition the area towards new group/meeting/conference opportunities for the six hotels in the CVB. The goal is to find new and different opportunities, and to do so, we launched new partnerships, new marketing efforts, new advertising campaigns, and new networking events. Walnut Creek is being recognized in the hospitality industry like never before. These initiatives will lead toward business opportunities for the hotels, both in the near and long term. The CVB aligns closely with the Walnut Creek Chamber of Commerce & Visitors Bureau. The Chamber shares the community-wide vision of the Bureau and this partnership capitalizes on many of the Chamber s strengths. Chamber of Commerce is an international brand that is quickly recognized by travelers. In addition, the Chamber has built a powerful web presence, established an effective community calendar, successfully developed many regional events and offers a very strong infrastructure capable of professionally managing this growing activity. In addition, the CVB is working closely with other entities in Walnut Creek such as the City, Broadway Plaza, Walnut Creek Downtown, Lesher Center for the Arts, the Gardens at Heather Farm, new businesses, open space advocates, sports groups and others. 2

4 District Boundary & Participants The boundary for the Tourism Business Improvement District (TBID) is the Walnut Creek City limit and the two hotels located in unincorporated Walnut Creek. No changes to the boundary or fee structure are anticipated. HOTEL CONTACTS Hotel Phone Fax Diablo Mountain Inn 2079 Mt. Diablo Blvd. Walnut Creek, CA Diablo Mountain Inn alternate contact Holiday Inn Express Walnut Creek 2730 N. Main St Walnut Creek, CA Motel 6 Walnut Creek 2389 N. Main St. Walnut Creek, CA Walnut Creek Marriott 2355 N. Main Street Walnut Creek, CA Embassy Suites 1345 Treat Blvd. Walnut Creek, CA Renaissance Club Sport 2805 Jones Road Walnut Creek, CA Fee Structure The TBID assessment is based on a rate of $2.00 per room, per day of occupancy for properties with 75 or more sleeping rooms; properties with fewer than 75 rooms are assessed $1.50 per room, per day of occupancy. 3

5 Accomplishments The following are highlights of year to date and projected accomplishments for fiscal year: July 1, 2016 June 30, Advertising Oakland Airport Advertising The CVB continued to partner with Walnut Creek Downtown on a display banner advertisement in the Oakland International Airport (OAK) baggage claim area, and new digital ads in the carousel areas. OAK and other airports experienced a severe drop in travelers in 2007; however, since 2009 OAK passenger volume has been trending upward; including an 8.4% jump from 2014 to This translates to over 5 million people traveling into Oakland and potentially seeing this Walnut Creek marketing. This campaign calls attention to downtown and the idea of meeting/lodging in Walnut Creek through a presentation that features the marketing line Walnut Creek the Jewel of the East Bay. 4

6 A revision to this banner is currently being prepared, and a tentative version is pictured below: Smart Meetings Magazine Smart Meetings is a major hospitality/events industry organization, which offers networking and business exchange events in addition to a significant web/online presence - and a magazine for the industry. The CVB has partnered with Smart Meetings towards attending networking/business appointment events and advertising in the magazine. These events have been very helpful in terms of introducing Walnut Creek to event planners, and receiving leads - and advertising has helped to reinforce the idea of meeting in Walnut Creek. Connect Magazines Connect offers events and industry publications within many different areas of the events industry including Corporate, Association, and Sports. The CVB has been able to both advertise and receive an article in one of their magazines regarding Walnut Creek. CalSAE Magazine The Executive is a magazine for California association executives. Many of the association executives are influential in the direction of their association s meeting/conference plans, arrangements, and location. Sports Star Magazine This is a sports magazine highlighting youth sporting events in the East Bay and advertisements have been placed including placement in the basketball tournament issue held in December that brought in 128 teams and 2,200 visitors. This advertising campaign provides an opportunity to get our name out to various sports groups that may use the Ultimate Fieldhouse in Walnut Creek or other nearby venues. 5

7 Recent CVB Advertisement Trade Shows and Events Smart Meetings Events Smart Meetings events are an effective and efficient opportunity to meet with many meeting/event planners in a brief amount of time, with their speed networking style of appointments and exceptional networking events. Connect Connect offers appointment-based events which provide regional networking opportunities, and a national event. The Connect team works to pair destinations/hotels with meeting planners (for brief meetings) based on business needs and offerings of the venue/region often resulting in a great new potential business connection and/or a new lead for the area. Luxury Meetings Showcase Luxury Meetings Showcase offers appointment-based shows and events throughout the country for the meeting/events industry. Visit California Outlook Forum The Outlook Forum is an exceptional opportunity to gather with travel/tourism industry professionals for networking, education, and discussion of the latest travel trends. 6

8 California Downtown Association The CVB will travel to the CDA conference this year (partnering with Walnut Creek Downtown), as the CDA 2018 conference is scheduled to be in Walnut Creek! Plans are currently being reviewed and discussed. Destination California A multi-day appointment-based program involving meetings and networking, the Destination California event will be in Los Angeles this spring (in San Francisco last year). It is another opportunity to meet with event planners and introduce Walnut Creek as conference destination. All Things Meetings All Things Meetings is a professional resource for Northern California meeting planners to assist them in every aspect of meeting planning. Finding an event venue; assisting with audio visual production; mobile event applications; transportation and more are among the services provided by All Things Meetings. It is recognized as the go to place for planners who just don t have the time to do all the research. All Things Meetings often presents networking/trade show events in San Francisco and the South Bay. Partially encouraged by the CVB, All Things Meetings held their first Contra Costa County event in San Ramon (during November 2016). This was an opportunity to introduce meeting/event planners to the 680 corridor of the East Bay. IMEX America IMEX America is a major exhibition and event for incentive travel, meetings & events. IMEX is a great networking opportunity with the worldwide meetings industry. There is often an estimated attendance of 10,000 hospitality professionals and it is possibly the most significant hospitality/meeting planning/travel event of the year. MPI WEC This is key networking opportunity for lead opportunities and potential partnerships. It is the major MPI event of the year and attendance is typically in the range. CalSAE Seasonal Spectacular A major industry event in Sacramento each December, Seasonal Spectacular is a trade show which offers an opportunity to introduce the Walnut Creek hotels to many association/government event planners and meeting professionals. MPI Northern California One of the leading meetings industry trade shows and events on the West Coast, with an attendance of approximately 1200 guests MPI Northern California is a great opportunity to network within the industry, seek business and referrals, and promote the destination. 7

9 MPI Northern California Annual Conference and Expo (March 2017) New Promotional Items New and unique promotional items call attention to Walnut Creek in the meetings/events industry, and help remind meeting planners to consider the Jewel of the East Bay when selecting their next conference destination. Walnut Creek CVB Customized Chocolates 8

10 The New (and popular) Light Up Yo-Yo (March 2017) Photography & Video Photography During the fiscal past year (and previous fiscal year), we have worked with a professional photographer regarding new images of Downtown Walnut Creek, the Walnut Creek hotels, and events in Walnut Creek. Throughout 2016, the CVB partnered with a local photographer during multiple photography sessions. The result was dozens of exceptional Walnut Creek images, and some of the very best images have been used during social media promotion, website promotion, and advertising campaigns. 9

11 New Walnut Creek Jewel of the East Bay video A video of Walnut Creek has been professionally produced with scenes that best describe the brand identity and culture of Walnut Creek as related to prospective conference/group clients. This video is displayed on the website, distributed via social media, and sent to meeting/event planners. It is also referenced or displayed during appointment-based events (such as Smart Meetings or Connect). 10

12 Networking The purpose of the Walnut Creek Crossroads Hospitality Networking event is to bring hospitality VIPs and event planners from the regional area (San Francisco, Central Valley, Oakland etc. ) to the CVB hotels and other important Walnut Creek locations that are of interest to meeting planners. This new, targeted networking group fosters opportunities for lead generation, social media interaction, and business referrals. Networking groups typically bring hospitality guests to visit, discuss Walnut Creek, share ideas, learn about venues, and consider referral opportunities. Additionally, Walnut Creek was selected by MPINCC (Meeting Professionals International Northern California chapter) as the location for one of their popular Nothing but Networking events during late September These events bring meetings/event professionals to the area from throughout the Bay Area, and help promote the city, the region, and potential future conference/meeting/event business in Walnut Creek. Further, the significant amount of marketing for the event by MPINCC within the meetings/events industry provided an exceptional opportunity for promotion of the Jewel of the East Bay. MPI Northern California Nothing but Networking in Walnut Creek (Sept. 2016) 11

13 Partnerships There is great value in building partnerships to promote Walnut Creek. To help build and strengthen strategic community partnerships with meeting planners the CVB joined the following professional organizations: CVENT, New Generation Sales, HelmsBricoe, Smart Meetings, San Francisco Travel, MPI, CalSAE, PCMA Northern California, and others. Additionally, we have partnered with the Walnut Creek International Short Film Festival. Website/Social Media Website A new website ( along with a new URL was launched in September The old URL GoWalnutCreek.com will direct visitors to the new site. This updated website gives the CVB a fresh, clean look and is a complement to the new logo which is consistent with the new direction of the CVB. The site now incorporates a meeting planner focus making it easy for a planner to get critical information on Walnut Creek as a meeting destination. Receiving a proposal is easy with the new RFP page. The website is also responsive meaning it automatically adjusts to the medium being used weather it s a laptop, desktop, or smart phone. Social Media The CVB social media sites have been updated with the new look. Facebook and Twitter pages have been revamped, and an Instagram has been added. Additionally, the #MeetInWalnutCreek hashtag has been established calling attention to meetings and events in Walnut Creek. It also highlights the fact that Walnut Creek is central within the Bay Area near San Francisco and between the Napa and Livermore wine regions. Instagram account has grown to more than 1300 followers as of March The account promotes the uniqueness and energy of Walnut Creek, and calls attention to Walnut Creek as a new frontier for meetings/events/conferences in the San Francisco Bay Area. 12

14 CVB Financials Income July 1, June 30, 2017 Budget Beginning Balance 174,900 Income July 1, 2016 June 30, 2017 Projected July 1, 2017 June 30, 2018 Budget Assessments 587, , ,929 Misc Total Income 587, , ,989 Expenses Advertising Internet (Digital) 13, ,000 Magazine 15,500 16,822 27,750 Newsprint 5, Oakland Airport 18,000 16,461 15,500 Photography 1, ,000 Public Relations 31,800 17,562 36,000 Radio ,500 Trade Faires 39,500 15,799 26,000 TV/Digital Display/BART 10,000 7,500 15,000 Video 4,000 2,000 9,500 Chamber Support 99, , ,947 City Admin Fee 11,759 11,419 11,495 Consulting/Audit 15, ,500 Legal Networking Group 6,750 1,000 6,000 Marketing/Outreach/CVB Team 234, , ,000 Outside Services/Promotion 24,000 11,879 19,000 Printing & Supplies 11,750 2,027 5,000 Sponsorships/Memberships 52,000 43,541 61,000 Website/Social Media/Comp 6, ,750 Total Expenses 600, , ,942 Net <12,173> 114,597 <16,953> Ending Balance 162,727 13

15 Fiscal Year During the fiscal year of , we will continue to call attention to Walnut Creek in the hospitality/event planning industry by marketing Walnut Creek as the Jewel of the East Bay an upscale, centrally-located, regional destination which is emerging in the hospitality industry and an excellent location for an executive meeting and/or small association conference. Marketing/Outreach Expanded marketing efforts by the professional sales and marketing representative will promote and market Walnut Creek as a destination for association regional/national events, corporate group meetings, sports tournaments etc. This will be accomplished by the Regional Director of Sales & Marketing. Trade Shows and Events Trade shows/networking events, represent a potentially strong opportunity for Walnut Creek. Therefore, the CVB will continue to participate and form partnerships with important industry organizations and attend their events and trade shows. Smart Meetings Connect Meetings Destination California IMEX Meeting Professionals International Northern California chapter Meeting Professionals International CalSAE (California Society of Association Executives) National Association of Sports Commissions Additional, emerging event opportunities will also be considered. Advertising Advertising will continue to be a significant focus for the CVB, with the goal of attracting groups to hold their meetings and spend the night in Walnut Creek. Oakland Airport Advertising We plan to continue this exceptional opportunity to market towards groups/travelers that fly into Oakland. The marketing banner is scheduled to be revised during

16 Magazine Publications We plan to advertise in magazines that focus on group business such as Smart Meetings, Connect, Successful Meetings and other regional publications which may result in new business opportunities for the hotels. Social Media The CVB social media channels will continue to be enhanced during , with a focus on our Instagram Photography & Video The value of quality images is critical to promoting Walnut Creek, therefore, adding interesting and timely photography to the CVB library will continue as an on-going project. In addition, video will be used in conjunction with the social media efforts and the website. Additional photography and video will be considered in CVB Growth During , we will consider the possibility of either an enhanced PR partnership or an additional business development role as we continue to grow the operations of the CVB, and provide more and more group/conference/event opportunities for the Walnut Creek hotels. 15

17 Networking Meetings industry networking events will continue in Walnut Creek during , as we introduce meeting/event professionals to the area. Networking events may be produced by the CVB team and/or brought to the area by industry organizations (as was done during the fall of 2016, as we helped coordinate Walnut Creek events for MPI Northern California and SITE Northern California). Sponsorships The CVB plans to continue to invest in professional sponsorship opportunities with special consideration to attracting group business to Walnut Creek. Website/Social Media The website and social media will continue to play an important role in reaching meeting planners and travelers. Referrals We will continue to seek referrals for new conference/meeting/event opportunities though perhaps in a more enhanced way in BART or billboard advertising will be considered, in addition to a call for referrals within major local events. Many professionals reside in Walnut Creek and travel to other nearby areas (such as San Francisco) for work, and they can help us call attention to Walnut Creek within their businesses and spheres of influence. Conclusion It continues to be an exciting time in Walnut Creek, and we look forward to bringing additional attention, additional marketing, and additional business to the Walnut Creek CVB hotels. 16