Solvang CVB 072814 Report 2013-2014

FY 2012- 2013 Year End Report

Solvang Conference & Visitors Bureau

7/28/14

Tracy Farhad, Executive Director

Brenda K. Ball, Director of Digital Media

Tiffany Valdez, Sales & Special Events Manager

Year-End Report

FY 2013-2014

Solvang Conference & Visitor Bureau

1


7/28/14

To Boost Solvang’s Economy Through Tourism• Promoting Solvang Worldwide as a premier destination

OBJECTIVE


2


7/28/14

Sales Tax & TOT55%

Other

45%

Sales Tax & TOT

Other

* 2012 SCVB Visitor Profile Study

Overall tourism Indicator Number

Total Number of Visitors 1,501,573

Total Annual Visitor Spending $98,239,000

Visitor Hotel Tax Revenue (TOT) to

Solvang

$2,672,700

Visitor Sales Tax Revenue to Solvang $579,790

Solvang Jobs Supported by Tourism 948

The SCVB Influences Results


3


July 2013 – June 2014

91,707 Walk-in Visitors

7/28/14

VISITOR CENTERDean Klitgaard, Manager

AMBASSADORS: Steve Lackie

Sandy McFadden

Jennifer Johnson

Doug Spradling

Kristy Parra

Keni Miller

Visitor Information Center


4

7/28/14

80,000 printed

Plus 80,000 maps

overprint

Publications


7/28/14Solvang Conference & Visitor Bureau

In – House Digital Media

Planning, Developing and Measuring Results

VENUES

Website – SolvangUSA.com

Social Media Marketing

Facebook

Twitter

Google+

Instagram

Pinterest

Mass Email Marketing

Facebook Advertising

6


7/28/14

Web

July 2013 – June 2014

• 373,798 unique website visitors

• 2nd most visited tourism website in Santa Ynez Valley


7


Local B2B Updates

Quarterly Visit Solvang

Bulletin

Now Monthly B2B updates

Tourism: Sent to

40,480+ Monthly

Cultural Enrichment

Calendar & E-News

4.3% increase

28 % open rate

11% click thru rate

7/28/14

Email Marketing


8


Measurements


9


Mobile Numbers

103,389 people (unique users)

viewed SolvangUSA.com on

mobile phone or a tablet device

27% of our website visitors used a

cell phone or a tablet

Tablet vs desktop usage increased

by 28% YOY


10


7/28/14

FREE

Submit

Your

Event

Online

Calendar of Events

July 2013 – June 2014

2,021,757 Visits SolvangUSA.com Calendar


11


Facebook

16,135 likes, 11,547,016 engagement

Facebook.com/SolvangVisitorCenter

Facebook.com/Solvang.Calif

Google +

67,755 views

Twitter

2,053 Twitter followers,

502,835 mention reach

@solvangusa, @danishvillage,

@solvangmeetings

7/28/14

Social Media Marketing


12

Print Total Circulation: 3,590.000

Print & Digital Advertising

DigitalTotal Impressions: 5,840,856


7/28/14

Julefest & Taste of Solvang

JulefestDecember 1 – 31Dec. 5 –Julefest Tree LightingDec. 6 – Julefest ParadeDec. 11- 12 – Holiday Wine WalkPlus coordinating with Parks & Rec for family friendly activities

Taste of SolvangMarch 18 – 22, 2015Sweets & Swing, Grand Tasting, Wine Walk & Farm to Fork Dinner


14


Local/domestic

• 23 Press Releases distributed

• 38 Media Visits hosted

• 163 Press Kits distributed

• 395 Journalist assists

7/28/14

Public Relations


15


7/28/14

Content Author: Laura KathAdmin, Design and Layout: Brenda K. Ball

Themes• Arts & Culture• Culinary & Wine• Outdoors Recreation • Family Travel• Luxury

BLOG • 111,430 views• 1,016 clicks

Public Relations - Blog


16


7/28/14

PLUS: China Travel Channel & WOOFAIL Irish TV Series

“Painting the Town

with Eric Dowdle”

New Solvang painting

• Premiering 30 min. show

during Danish Days

• Locales

• Solvang

• Plymouth

• Cancun

• And More

Filming


17

Radio


Travel Brigade

Peter Greenberg Radio, CBS News Travel Editor


Conference Development

MPISSC Board Retreat (Meeting Planner International Southern California Chapter)

• Partners: Alisal Guest Ranch, VSYV, Releve’ Unlimited, Solvang CVB

• Social Media Team Building Exercise: “Skattejagt”

• Chef Leonardi Demo & Dinner at Sunstone Villa

• Article on Solvang/SYV in Member Newsletter (Sept.)

25 attendees

7/28/14


“You folks have been wonderful and

really gave all of the Board a flavor for

Solvang.

It is a beautiful destination and I plan to

promote to all of my clients who are

looking for a board retreat or incentive.”

~ Beverly Laing CMP


WACVB CEO FORUM - July 31- Aug. 2,

Hotel Corque - 67 attendees

Hosted dinner at Buttonwood, Chef Budi

Partners:

Buellton VB, Visit SB, Chumash Casino

7/28/14

Wine Bloggers Conference 2014

Hosted 24 media for 9 venue wine

walk

Dinner w/ winemakers at Cecco’s

Ristorante, Dolce Gelato




Regional Marketing

"Alliance” Doubles Marketing Funds Extends Reach

City of Solvang Matching Grant $130,000

Matched by Visit the Santa Ynez Valley $130,000

7/28/14

“Alliance” StaySYV



Tour Operators Groups

26 Danish Tour Operator Companies

52 Product Mentions

41 Stops in Solvang

8 Overnights

7/28/14

International PR/Sales

Media Clips Solvang Fiscal Year 2013-2014

# Month Readers Value

1

2

3

4

Q3

Q4

Q1

Q2

3,798,000

770,000

558,000

1,542,167

$89,600

48,600

7,600

53,800

TOTAL 6,668,167 $199,600

Total Press Coverage


24

7/28/14

• LA Travel & Adventure Show

• NTA Convention,

Los Angeles

• Go West Summit, WA

• FDM Consumer Show,

Copenhagen, Denmark

• Discover America: Scandinavia

Workshop, Copenhagen, Denmark

• Visit California Media Reception, San

Francisco

Trade Shows/Sales Missions


7/28/14

Group Sales

Partners: • Solvang Chamber of Commerce, Visit SYV, Olsen’s Village Bakery, Solvang Bakery


Familiarization (FAM) Site Visits

Visit California & InternationalFAMs

• China (2)• French (3)• Irish• Argentina

• VCA Rural • VCA International Media • CCTC RTO • UK/Ireland Tour Operator• Danish Travel Magazine


Committee Members:

Solvang CVB

Visit SYV

Buellton VCB

Lompoc VCB

Visit Santa Barbara

SB Vintners

7/28/14

Fox Searchlight Partnership

Sideways10.com landing page

Events, themes, packages, promotions

Red Carpet Screening - Sept. 28, 2014

Map Reprint

Buy Your Tickets Online at

solvangusa.com/sideways

Sideways 10th Anniversary


28


Research

Focus Group Study, Lauren Schlau Consulting

To gain visitor motivations & perceptions of Solvang/SYV

for marketing

Partners:

City of Solvang, Visit the Santa Ynez Valley (VSYV)

Northern & Southern CA markets

(San Fernando Valley, Sunnyvale)

3 groups each for 90 min. interviews, videotaped


29


Upcoming Events

July 30 - August 2 WACVB CEO Forum

September 13 - Merlot Taste-Off at Solvang Festival Theater

September 13 - December 3110th anniversary of "Sideways”

September 19 – 21 78th Annual Danish Days

& "Painting the Town with Erik Dowdle”

Date TBD TravelingMoms.com

Retweet

October 18 Tour de Pink Charity Cycling Event

October 24Norwegian Air Danish & Swedish FAM

November 2 - 4 IFWTWA FAM (LA Food & Wine)

December 1 – 31Dec. 5 –Julefest Tree Lighting

Dec. 6 – Julefest Parade

Dec. 11- 12 – Holiday Wine Walk

January – June 2015 Travel Trade Shows

March 2015 - Taste of Solvang

July 21 – 24, 2015 – Host Town Special Olympics World Games –

Los Angeles 2015


30

http://travelingmoms.com/


7/28/14

Partners in Promotion


31

Thank You!

7/28/14

Board of Directors

• David Rasmussen

• Linda Johansen

• Jeff Paaske

• Aaron Petersen

• Susan Williams

• Dr. Ken Harwood

Solvang CVB Staff

• Tracy Farhad

• Brenda K. Ball

• Tiffany Valdez

• Lana Clark – assistant

• Kristy Parra – intern


Solvang CVB 072814 Report 2013-2014

Government & Nonprofit

Transcript of Solvang CVB 072814 Report 2013-2014