THE BURBANK HOSPITALITY ASSOCIATION Fiscal Year 2017-18 Annual Report & Accomplishments for Fiscal Year 2016-17
THE BURBANK HOSPITALITY ASSOCIATION The Burbank Hospitality Association, operating as Visit Burbank was formed in 2011 and renewed in 2016 for a 10 year term. Funded by a 1% assessment on over night stays in Burbank hotels with 25 rooms or more. Currently 18 hotels in the district. Mission Boost hotel occupancy while positioning Burbank as a domestic, national and international tourist destination.
APPROVED BUDGET $789,000
ACTUAL BUDGET $1,081,876 37% Increase From Adopted Budget
GOALS Mission: Boost hotel occupancy while positioning Burbank as a domestic, national and international tourist destination. Three Main Goals: Marketing Sales Destination Development
Marketing GOAL: Marketing Target leisure and family travel markets via a robust digital advertising, influencer, and partnership campaign with strong trackability and return-oninvestment (ROI). Brand Burbank as a desirable meetings destination featuring a mix of quality conference hotels and nontraditional special event venues.
GOAL:MARKETING Digital Advertising Social Media/ Website Social Media Influencer Campaign Print/Newsletters Travel and Trade Partnerships
MARKETING: DIGITAL ADVERTISING 99 million impressions reached through digital partners:
MARKETING: TOURISM PARTNERSHIPS Through partnerships with Visit California, Discover Los Angeles, and Brand USA, Visit Burbank content is promoted to a captive audience of over 6 million visitors. 2028 US Olympics partnership with Discover LA and Visit California
MARKETING:SOCIAL MEDIA Followers Reach Engagement Facebook 28,366 2.56 million 11,350 Twitter 1,890 195,000 1,650 Instagram 1,429 23,790 2,436 TOTALS 31,685 2,778,890 15,436
MARKETING: SOCIAL MEDIA INFLUENCER CAMPAIGN
MARKETING: PRINT ADVERTISING & NEWSLETTERS Monthly Visit Burbank e-newsletter reaches more than 2,000 subscribers
MARKETING: WEBSITE 72 % increase in visitations FY 2016-2017 200,000 visitors annually Website booking engine generated $46,015 in ticket sales and hotel bookings
GOAL: SALES Sales: Boost group travel markets through collaboration with tour operators, wholesalers, and on-line travel agents. Trade Shows International Pow Wow World Travel Market
GOAL: SALES Meetings and Conventions Promote the attraction of meetings and conventions via Cvent a dedicated online platform for 70,000 meeting planners
SALES: UNIVERSAL STUDIOS COLLABORATION 10 Participating Hotels Visit Burbank Invested $130K for 10 hotels in FY16/17 to be in Preferred Hotel Program (PHP) Revenue to hotels increased from $960K to $1.4 million in 2017.
SALES: STRATEGIC EVENT PARTNERSHIPS Sponsoring Event Number of Attendees Burbank Comedy Festival 2,500 125 Burbank International Film 4,215 17 Festival Burbank Beer Festival 3,000 65 CTN Animation expo 8,500 1,448 TOTALS 18,215 1,655 Night of Room Nights Generated
GOAL: DESTINATION DEVELOPMENT Destination Development :Develop Burbank as a comprehensive visitor destination by creating points of interest, interactive kiosks and mobile applications to engage tourists while here. Examples may include: Visitor Center interactive kiosks; Comprehensive way-finding signage system for visitor attractions; Interactive art and cultural projects selfie spots ; Gateway enhancements and banners throughout all major commercial districts; and/or
TOURISM SNAPSHOT
TOURISM SNAPSHOT
LOOKING AHEAD 1. Allocate a larger budget to attend more national and international industry conventions and trade shows geared towards sales leads and generating group travel bookings. 2. Enhance Social Media Influencer Program by partnering with more domestic and international influencers to help reach untapped traveler markets.
LOOKING AHEAD 3. Continue opportunities to invest in new or existing events/festivals with proven ROI that have the potential to put heads in beds. 4. Evolve the Visit Burbank brand by initiating Phase III Marketing and Branding efforts, which include updating the website and advertising campaign. This new campaign is expected to launch in Spring 2018.
Thank you!