Solvang CVB 072814 Report 2013-2014
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Transcript of 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
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FY 2012- 2013 Year End Report
7/28/14
To Boost Solvang’s Economy Through Tourism• Promoting Solvang Worldwide as a premier destination
OBJECTIVE
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
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
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
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
Solvang Conference & Visitor Bureau
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7/28/14
80,000 printed
Plus 80,000 maps
overprint
Publications
Solvang Conference & Visitor Bureau
7/28/14Solvang Conference & Visitor Bureau
In – House Digital Media
Planning, Developing and Measuring Results
VENUES
Website – SolvangUSA.com
Social Media Marketing
Google+
Mass Email Marketing
Facebook Advertising
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FY 2012- 2013 Year End Report
7/28/14
Web
July 2013 – June 2014
• 373,798 unique website visitors
• 2nd most visited tourism website in Santa Ynez Valley
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
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
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
Measurements
7/28/14Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
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
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FY 2012- 2013 Year End Report
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FREE
Submit
Your
Event
Online
Calendar of Events
July 2013 – June 2014
2,021,757 Visits SolvangUSA.com Calendar
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
16,135 likes, 11,547,016 engagement
Facebook.com/SolvangVisitorCenter
Facebook.com/Solvang.Calif
Google +
67,755 views
2,053 Twitter followers,
502,835 mention reach
@solvangusa, @danishvillage,
@solvangmeetings
7/28/14
Social Media Marketing
Solvang Conference & Visitor Bureau
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Print Total Circulation: 3,590.000
Print & Digital Advertising
DigitalTotal Impressions: 5,840,856
FY 2012- 2013 Year End Report
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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
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
Local/domestic
• 23 Press Releases distributed
• 38 Media Visits hosted
• 163 Press Kits distributed
• 395 Journalist assists
7/28/14
Public Relations
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
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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
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FY 2012- 2013 Year End Report
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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
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Radio
7/28/14Solvang Conference & Visitor Bureau
Travel Brigade
Peter Greenberg Radio, CBS News Travel Editor
7/28/14Solvang Conference & Visitor Bureau
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
Conference Development
“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
Solvang Conference & Visitor Bureau
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
Conference Development
Solvang Conference & Visitor Bureau
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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
Solvang Conference & Visitor Bureau
FY 2012- 2013 Year End Report
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
Solvang Conference & Visitor Bureau
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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
Solvang Conference & Visitor Bureau
7/28/14
Group Sales
Partners: • Solvang Chamber of Commerce, Visit SYV, Olsen’s Village Bakery, Solvang Bakery
Solvang Conference & Visitor Bureau
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
FY 2012- 2013 Year End Report
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
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FY 2012- 2013 Year End Report
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
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FY 2012- 2013 Year End Report
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
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Partners in Promotion
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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 Conference & Visitor Bureau