Aligning DMO Metrics

in Reporting

ODMO 2017 Winter Conference

Kari Westlund, President & CEO

DMO Reports Reviewed

Seaside

COVA

Travel Portland

Visit Tillamook Coast

OCVA

Visit Corvallis

Visit Bend

Travel Medford

Travel Oregon

Washington County Visitors Association

Visit Tualatin Valley

Travel Lane County

Eugene, Cascades & Coast

Clackamas County Tourism & Cultural

Affairs

Oregon’s Mt. Hood Territory

Travel Salem

Mission Statement 11/13

Staff Roster 3/13

2 with photos

Board Roster 10/13

2 with photos

CEO Message 8/13

4 with photos

Local Government Share of TLT/TRT

Emphasis area for Bend and Medford

Grant Programs Out 5/13

Level of Detail Varies

Product Development 11/13

Details Later in Deck

Community Connections Content

Transient Room Tax 11/13

Visitor Volume 6/13

Economic Impact11/13

Visitor Spending 10/13

Jobs 9/13

Earnings

Local/State Tax Generation

Air Service 5/13

Rail 1/13

Hotel Statistics 10/13

Occupancy 8/13

ADR 6/13

RevPAR 4/13

Demand/Rooms Sold 4/13

New Development

Industry Health Metrics

Industry Health Metrics

Industry Health Metrics

Industry Health Metrics

6.9 6.9

12.3

5

12.3

0

5.7

6.7

14.2

7

13.2

0.9

0

2

4

6

8

10

12

14

16

Occ % Change Demand %Change

Room Revenue% chng

Ave Daily Rate% Chng

RevPAR %Change

Room Supply

Hospitality Indicators Full 2016 Calendar Year

Springfield Eugene Lane County Oregon U.S.

7269.5

61.2

68.1

59.5

66.3 67.465.5

0

10

20

30

40

50

60

70

80

Occupancy Rate Calendar Year 2016

11.80%

7.50%5.90%

13.80%11.70%

10.20% 10.50%

0.00%

5.00%

10.00%

15.00%

Eugene Springfield Florence CottageGrove

Other Total CountyTurnover

Calendar Year 2016 TRT Growth

$150,000 $200,000 $250,000 $300,000 $350,000 $400,000 $450,000

Jan

uar

y

Feb

ruar

y

Mar

ch

Ap

ril

May

Jun

e

July

Au

gust

Sep

tem

be

r

Oct

ob

er

No

vem

be

r

De

cem

be

r

Springfield Lodging Revenues By Month

$-

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17

$6,611,718

$7,229,995 $6,769,782

$6,273,289

$6,879,677 $7,242,202

$7,519,298

$8,282,726

$9,441,491

$10,546,243

$11,603,578

Lane County Room Tax Collections by Fiscal Year

9.90% 9.35%

-6.37% -7.33%

9.67%

5.27%3.83%

10.15%

13.99%11.70%

10.03%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

20.00%

FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17

Actual Lane County TLT Change from Prior Year

Convention Data 9/13

# Groups Booked

# Room Nights Projected

# Delegates Projected

$ EEI of Bookings

# Events Held/Delegates/Rm Nights

Convention Trade Shows Attended

Appointments

Contacts

Attendance

Sports Event Data 7/13

# Groups Booked

# Room Nights Projected

# Participants Projected

$ EEI of Bookings

# Events Held/Delegates/Rm Nights

Sports Trade Shows Attended

Appointments

Contacts

Attendance

Program Performance Metrics

Customer Satisfaction Data 4/13

Convention Center Ratings

Convention Services Ratings

Visitor Ratings via Survey

Social Media Listening Analysis

Helpful Rating of Web Site

Visitor Guide 9/13

# Distributed

Distribution Breakdowns

Earned Media 10/13

# Media Fams

# Articles Generated

Reach of Articles

Value Equivalency of Articles

Domestic vs International

Program Performance Metrics

Program ROI 4/13

Trvl Ln Cnty - By Program and Overall

Travel Medford - Public Share of TRT

compared to DMO share of TRT

T.O. Advertising ROI

Travel Salem Leverage Match to TRT –

(media, in-kind, WVVA, VG ads, Vol Val)

E-News Subscribers 2/13

Open Rate

Engagement

Website 10/13

Sessions

Unique Users

User Profiles – Demo/Origin

Acquisition

Page Views & Top Pages Viewed

SEO Audit & Other Projects

EEI

Launch / ReDesign

Engagement Metrics - downloads

Program Performance Metrics

Social Media 8/13

FB Fans/Followers

Instagram

Twitter

Profile Data & Geo Origins

Impressions / Engagements by channel

Growth Rates by channel

Ad Spend & Results by channel

Blog Views

Stories Published

Marketing 13/13

Brand Refresh & Defined (Pillars)

Campaigns and Results By Media

Impressions, CTR

Trade Shows, Contacts

Fams, results

RCTP Program Results

Awards Won

Projects if not campaigns

Video & Photo Development

Domestic vs International

Program Performance Metrics

Visitor Services 9/13

By Month and Origin

VIC Visits

Trail Completions

Maps Distributed

Interactions or Fulfillments

Geo-Analysis

Kiosk Deployment and Profile Data

Mobile VIC Deployment & Results

Volunteer Hours

Research 9/13(+)

DMA West Web Study (4)

Golf Traveler Profile

Visitor Profiles

Intent to Travel Data

Stakeholder Surveys

Visitor Geo-Analysis by media

Brand Awareness

Campaign Analytics

Ad Effectiveness

Travel Barometer

Impacts & STR

Program Performance Metrics

Development 11/13

Product Development

Trails, Maps, Gift Cards

Studios, TrainingsDestination Development

Wayfinding

Byways, Bikeways

Facilities

Public Art

Member Data 4/13

Number

Growth

Geo-Breakdown

Category Breakdown

Revenue

Program Performance Metrics

Financials

Report Formats & Length