GRANTS FOR THE ARTS FALL COMMUNITY MEETING SEPTEMBER 24, 2015
CONNECTING WITH TOURISM: THE WHO, WHAT, WHY, AND HOW-TO
ATTRACTING VISITORS DESTINATION MARKETING Dan Goldes, Chair of GFTA Advisory Committee Lisa Hasenbalg, SF Travel Association Betsy Crabtree, SF/Arts Monthly Maria Jenson, SFMOMA Raissa Simpson, PUSH Dance Company
SAN FRANCISCO TRAVEL LISA HASENBALG VISITOR MARKETING TEN EASY STEPS
YOUR TRAVEL INDUSTRY 2014 VISITOR ECONOMIC IMPACT 18 million visitors up 6.5% $10.7 billion total direct spending (goods & services) $655 million in tax revenues 87,005 local jobs
YOUR TRAVEL INDUSTRY YOUR DESTINATION EXPERTS We offer the following complimentary services to meeting planners to save time, money and make booking your next meeting in San Francisco a breeze: Hotel and site selection Personal destination advocate Convention services Attendance building tools Electronic marketing tools Housing services for conventions Promotional materials Local marketing and outreach
LET S REVIEW IT STARTED HERE Through funding from Grants for the Arts, San Francisco was the first DMO in the country create a position to promote the arts and culture of a community to visitors. 1989 GFTA establishes first Arts & Culture Tourism Program 1991 San Francisco Travel (formerly San Francisco Convention & Visitor Bureau) became the first agency to incorporate an Arts & Tourism office as part of marketing the destination to visitors and business travelers.
VISITOR MARKETING 10 EASY STEPS
DEVELOP CLEAR GOALS
VISITOR MARKETING 10 EASY STEPS CLEAR GOALS DOES THE VISITOR MARKET FIT IN YOUR MISSION? It may not, and that s okay. Or Audience development Venue/event rentals Uniquely San Francisco Arts and culture the broad story
IDENTIFY YOUR AUDIENCE
VISITOR MARKETING 10 EASY STEPS AUDIENCE THE VISITOR MARKET ISN T FOR EVERYONE. Individuals Families Niche Groups/Meetings
ARE YOU VISITOR READY?
VISITOR MARKETING 10 EASY STEPS VISITOR READY WEBSITE CHECKLIST Where are you located? Step by step public transit directions from Visitor Information Center (ViC), reference Moscone or Union Square. Who is your audience? Help the visitor see themselves at your location. Literally! Photos of people at an event. How is your experience unique to San Francisco? You can t get this at home Should visitors plan ahead? Tickets or reservations? Tix Bay Area, online, ViC
BE INFORMED WITH RESEARCH
VISITOR MARKETING 10 EASY STEPS RESEARCH STUDIES ARTS & CULTURE MARKETING OUTLOOK Annually in Spring Free and open to all Overall Marketing Recap Arts Marketing Strategy Perception Study Destination Research & Awareness Study
INVOLVEMENT IN YOUR NEIGHBORHOOD
VISITOR MARKETING 10 EASY STEPS NEIGHBORHOOD INVOLVEMENT NEW! NEIGHBORHOOD PARTNER PROGRAM First SFTA Partnerships Valencia Street Merchants Association Mission Creek Merchants Association Nearly 71 Neighborhood CBD s or Merchant District organizations
TELL US IF YOU RE ON THE ROAD
VISITOR MARKETING 10 EASY STEPS ON THE ROAD LEVERAGING EARNED MEDIA IN OTHER MARKETS Press release promoting San Francisco icons/ambassadors 18 International Offices WE ARE ON THE ROAD TOO 10 International Shows annually 10+ hosted events and receptions for meeting planners
LEVERAGE KEY MOMENTS
VISITOR MARKETING 10 EASY STEPS KEY MOMENTS SHARE PRIMARY MESSAGING Anniversaries i.e. 5, 10, 20, 50, etc. Openings Infrastructure Rare happenings San Francisco differentiators
SHARE CONTENT
VISITOR MARKETING 10 EASY STEPS SHARE CONTENT SFArts.org Social Media channels Weekly Round up Monthly Roundup What s Happening press alerts Los Angeles and New York City media dinner
SFARTS.ORG SUBMITTING EVENTS Select Menu and choose Submit Event from the drop down list On Submission page fill in all sections thoroughly.
VISITOR INFORMATION CENTER
VISITOR MARKETING 10 EASY STEPS GET TO KNOW THE VIC Approx 400,000 visitors annually Maps Quick Picks Event Specific Brochures NEW! Macy s Visitor Information Center Partnership
SUPER BOWL 50
VISITOR MARKETING 10 EASY STEPS SUPER BOWL 50 SUPER BOWL WEEK January 30 February 7, 2016 Arts & Culture Sub-committee Geographical itineraries based on Cultural Explorer Maps A Week in Culture Content/messaging 50 Super Arts Activities Kiosks on Market Street
SAN FRANCISCO TRAVEL ASSOCIATION CONTACT INFORMATION Arts Marketing, Strategy, Research Lisa Hasenbalg Senior Director, Arts & Culture Marketing lhasenbalg@sanfrancisco.travel Press Releases, Media Inquiries Laurie Armstrong Director, Media Relations U.S. & Canada larmstrong@sanfrancisco.travel Editorial Services, Print Guides, Maps Cindy Hu Sr. Director, Creative Services calendar-editor@sanfrancisco.travel Partnerships Inquiries Scott Streeter Manager, Partner Accounts sstreeter@sanfrancisco.travel