ANN UAL REP O RT F Y 15 \ 16

Transcription

1 ANN UAL REP O RT F Y 15 \ 16

2 15\16\MILESTONES JULY \ 2015 New\marketing\campaign\launched\ focused\on\visit\mesa\lifestyles National\Sales\secures\Mesa\presence\in\shared\ASU/AVNET\group\ business\tours Visit\Mesa\wins\both\Web\Marketing\ Association\WebAward\for\Outstanding\Website\and\Interactive\ Media\Awards\Outstanding\Achievement\distinction Arizona\Office\of\Tourism\FY16\ Budget\was\sustained\at\the\same\ $7.103m\level;\Prop\302\and\202\ funds\were\protected\within\the\ state\budget SEPTEMBER \ 2015 National\Sales\tracks\28\sales\ leads,\highest\monthly\lead\volume\ to\date Visit\Mesa\sponsors\Mexican\Baseball\Fiesta,\professional\baseball\ teams\from\mexico\train\and\play\ exhibition\matches\at\sloan\park Money\Magazine\names\Mesa\Best\ Big\Cities\2015 Visit\Mesa\Advocacy\Luncheons\ kick\off\at\the\hilton\phoenix/mesa,\ offering\a\great\way\to\meet\state\ and\local\officials\and\educate\them\ about\the\importance\of\the\visitor\ industry\to\mesa NOVEMBER \ 2015 Visit\Mesa\sponsors\ first-ever\mesa\music\festival,\200+\bands\perform\ National\Sales\develops\ partnership\with\national\ Hispanic\Corporate\Council AUGUST \ 2015 National\Sales\kicks\off\HelmsBriscoe\ partnership\ Visit\Mesa\Travel\App\reaches\200\downloads,\stickers\and\marketing\placed\at\ hotel\concierge\desks\and\retail\venues\ across\mesa Mesa\ranks\third\in\Time.com s\list\of\best\ Places\for\Outdoor\Lovers Visit\Mesa\receives\Prop\202\grant\monies\ awarded\by\fort\mcdowell\yavapai\nation\ for\destination\marketing\and\promotion OCTOBER \ 2015 National\Sales\contracts\Tohoku\ Pioneer/Special\Devices,\4,242\room\ nights Communications\team\hosts\record\ number\of\travel\media\on\four\backto-back,\fresh\foodie\trail\group\media\ FAM\tours,\Yahoo!\Food\takes\over\ Instagram Visit\Mesa\participates\in\first\annual\ Chinese\Trade\Mission\to\China and\taiwan DECEMBER \ 2015 USA\Today\features\Mesa\in\national\ edition,\bustling\mesa\has\something\for\ Everyone,\29\Million\impressions Millennials.com\kicks\off\ new\generation \ mobile\device\campaign,\rotating\digital\ ads\capture\downtown\mesa s\new\vibe,\ craft\brew\scene\and\outdoor\adventure

3 JANUARY \ 2016 Premiere\of\ Our\Downtown\is\Your\Playground \destination\video,\3,000+\views Fresh\Foodie\Trail\Guide\published,\ 10,000\printed\copies First\six\weeks\of\Expedia\Travel\ Campaign\measures\a\16%\increase\in\ visitors Over\400\of\the\top\high\school\baseball\ players\in\the\country\invade\mesa\for\ the\under\armour\baseball\preseason\ All\Americas\tournament Town\of\Queen\Creek\renews\annual\contract\for\destination\marketing\services MARCH \ 2016 Visit\Mesa s\josh\todd\joins\2017\ Phoenix\Final\Four\Local\Organizing\ Committee Chicago\Tribune\newspaper\features\ Mesa\as\the\ultimate\Arizona\spring\ training\destination,\mesa\partners\ featured\in\full-page\spread\in\sunday\travel\section Destination\Marketing\Association\ West\selects\Mesa\as\host\city\for\ 2016\Educational\Summit MAY \ 2016 WAC\Men s\division\i\ Baseball\Tournament\ sets\record\sales\and\ 2,500+\attendees\in\ 4\days \ \ Visit\Mesa\Board\Chair\ Gary\Levine\departs\ Mesa\for\Grapevine,\ Texas,\after\a\decade\ of\service\to\mesa s\ hospitality\industry FEBRUARY \ 2016 U.S.\Sports\Congress\Contract\ Signed,\115\planners\coming\to\Mesa\ in\2017 BMO\Harris\Mesa-Phoenix\Marathon\ hosts\largest\field\ever,\10,000+\ runners\in\full/half\combined,\visit\ Mesa\begins\talks\to\re-brand\signature\event\for\2017 Arizona\Office\of\Tourism\joins\Visit\ Mesa\to\host\Chinese\tour\operators\on\Apache\Trail,\with\extended\ tours\to\queen\creek Visit\Mesa\building\undergoes\exterior\renovations\with\fresh\duo-tone\ paint\job\and\new\asphalt\surfacing\ on\front\and\back\parking\lots APRIL \ 2016 Arizona\Office\of\Tourism\brings\International\media\from\all\5\countries\to\ explore\mesa s\fresh\foodie\trail 10-month\Canusa\Touristik\campaign\ concludes\in\germany:\700,000\german\ travelers\reached,\8\mesa\hotels\participated,\858\room\nights\booked International\sports\media\cast\spotlight\ on\mesa\as\400+\athletes\compete\at\ the\usa\synchro\us\nationals\and\usa\ Swimming\Arena\Pro\Series,\Michael\ Phelps\dives\back\into\the\water,\Olympic-qualifying\event\has\largest\field\in\ Mesa\event s\history Visit\Mesa\hosts\9\key\NGB s\and\sports\ Planners\on\Spring\Sports\FAM JUNE \ 2016 Visit\Mesa\locks\in\2017\WAC\ Baseball\tournament,\2017\WAC\ Men s\golf\tournament,\and\2018\ WAC\Women s\golf\tournament\ all\secured\coming\on\heels\of\the\ baseball\tournament Visit\Mesa s\jennie\denison\recognized\in\connect\meetings\40\under\ 40\Honoree\ Travel\Industry\Sales\ends\Expedia\ Travel\Campaign,\Mesa\hotels\up\ 31%\in\year-over-year\room\night\ production

4 EXECUTIVE SUMMARY Mesa is killing it. Groups are booking our hotels in numbers we ve never seen before. National headlines are telling the masses to check out our destination, pronto. New-to-market sports tournaments are squeezing onto our already packed year-round calendar. And, the newest generation of travelers millennials - are starting to take notice of what we have to offer. Their social feeds are making even us envious. So, yes, Visit Mesa is killing it too. As President and CEO of Visit Mesa, I am pleased more than ever to share with you that your Visit Mesa team finished the year with 62,867 booked hotel room nights, the most ever in a given fiscal year in the organization s recorded history. This is considerably more than we had anticipated but not surprising given the dynamic sales team we have here at Visit Mesa. Our recent year of success is also undoubtedly reflective of the strong CITY LIMITLESS brand we have been developing over the past four years. Mesa as a premier travel destination is becoming ever more vibrant and our clients believe in the product and its promise. While overall hotel occupancy in the region has remained relatively flat with modest gains in pockets throughout Greater Phoenix, Mesa has seen marked growth in Average Daily Rate (ADR), a metric we know our hoteliers value and monitor daily. Further, Revenue Per Available Room (RevPAR), which is somewhat like a stock yield, continues to grow at an impressive clip. In fact, Mesa hotels led the entire Valley in Y/Y RevPAR percentage increase through the first six months of Perhaps the most rewarding data I can share are the gains the Mesa Visitor Industry has achieved over the last four years. Mesa hotels have experienced double-digit growth in all 3 key metrics: Occupancy, ADR and RevPAR. These are the signs that tell us Mesa is in demand. Mesa, Arizona CY Occupancy: +10.7% ADR: +11% RevPAR: +22.8% With this noted, Visit Mesa remains fully committed to further elevate our already solid branding efforts and I m eager to share with you the new place-making campaigns we are developing with our new agency of record, HAPI. This will come next month when we publish our annual Business Development Plan. In the meantime, please know that our collective destination messages are strategically aligned with our valued Partners and we are reaching the right consumers and telling the most compelling stories. To say Mesa is trending would be an understatement. Rather, we are leading. We are putting all of you in front of the pack. Every carefully crafted message and approach pays mind to our destination attributes and we hope you agree, our determination is paying dividends. Marc J. Garcia President and CEO Visit Mesa

5 VISIT MESA SALES PERFORMANCE FY16 Production: 62,867 ROOM NIGHTS = $42,077,728 * in estimated (future) direct visitor expenditures ALL TIME RECORD City Investment in Visit Mesa in FY 2016: $2,266,940 $18.56 for each dollar invested 62, YEAR HISTORY NUMBER OF BOOKED ROOMS NIGHTS 38,612 48,475 43,870 25,035 21,362 17,385 19,561 12,801 11, Visit Mesa In , Mesa added 276 HOTEL ROOMS to its inventory, a 5.4% INCREASE Mesa Hotels: 65 \ Hotel Rooms: 5,452 NATIONAL SALES SPORTS SALES Bookings: 36 Booked Room Nights: 10,291 # of Visitors: 2,654 Direct Visitor Spend*: $4,322,076 Bookings: 101 Booked Room Nights: 27,050 # of Visitors: 17,622 Direct Visitor Spend*: $14,358,550 **Visitor expenditures related to sports groups do not include spending by families and fans, *Source: DMAI Impact Calculator only individual participants in the event and their coaches/staff personnel. Figures tallied reflect group business prospected and booked by Visit Mesa sales efforts, not factored into these totals is the consumption by leisure travelers who may have booked Mesa hotels and other Mesa travel products (restaurants, retail, attractions, etc.) as a result of Visit Mesa s digital, print and social media marketing campaigns.

6 TRAVEL INDUSTRY SALES COMMUNICATIONS Bookings: 123 Booked Room Nights: 25,526 # of Visitors: 22,104 Direct Visitor Spend: $9,785,710 Articles Generated: 258 Earned Media Impressions: 566,599,264 Earned Media Value: $1.2 Million Media Assisted: 473 Media Hosted (FAMs): 103 DIGITAL MARKETING & SOCIAL MEDIA Facebook Lifetime Likes: 25,203 Twitter Followers: 8,159 YouTube Total Lifetime Views: 177,562 Instagram Followers: 2,699 #VisitMesa: 2,061 tags #MesaCityLimitless: 1,088 tags #CityLimitless: 234,141 tags (not proprietary) VISITMESA.COM 459,162 Visits 902,609 Page Views PARTNERSHIP CONSUMER ACCESS IS EVOLVING Total Partners: 149 Effortless: 101 Priceless: 32 Boundless: 8 Limitless: 8 Referrals : 18,855 Revenue Total*: $147,550 *Reflects combined trade and cash contracts. Visit Mesa continues to track how visitors are accessing our information. FY15-16 saw continued growth on mobile and tablet platforms. 38% 12% 50%

7 MARKETING MADDEN MEDIA CAMPAIGN October 2015 April 2016 Total Clicks: 39,789 Video Views: 20,654 Total Impressions: 5,622,659 MILLENNIALS MEDIA CAMPAIGN August-October 2015 / January-April 2016 Total Clicks: 83,763 Total Impressions: 16,155,628 TRAVELZOO CAMPAIGN November 2015 March 2016 Total Clicks: 7,926 Total Impressions: 2,271,837 PRINT MEDIA CAMPAIGN Visit Mesa secured prominent advertising messages in the following magazines: Texas Monthly, Dorado, Food Traveler, Canadian Traveller and CT Online, Association News, Sports Travel Total Impressions: 61,410,000 CONVERSION STUDY INSIGHTS: At the end of the year, our Marketing team once again conducted a Conversion Study to see what insights we gained from our digital marketing campaigns that were targeted to consumers across the country. Conducted by the University of Florida s National Laboratory for Tourism and E-Commerce, respondents were overwhelmingly positive and we tracked these insights: \ Responding travelers were upper-middle class (83% have a household income of $50,000 or more) and middle aged to older (73% aged 45 to 65) \ 56% used VisitMesa.com to plan their trip \ 44% took 2 or more trips to Mesa \ 56% said the purpose of visiting Mesa was for a vacation/weekend getaway (74% couples, 31% family) \ The majority of the trips were taken in the month of March (25%) followed by April (22%), January & February (15%) \ 47% visited Mesa as a result of seeing advertising or travel information \ 16% increased their spending after seeing ads for Mesa \ 26% stayed 1-2 nights, 51% stayed 3-11 nights

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