September 8, 2021 The Honorable Richard Neal The Honorable ...
TO: Honorable Board of Supervisors DATE: September 28, 2021
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MEMORANDUM ECONOMIC DEVELOPMENT ADMINISTRATION County of Placer TO: Honorable Board of Supervisors DATE: September 28, 2021 Todd Leopold, County Executive Officer FROM: BY: Sherri Conway, Director of Economic Development SUBJECT: Placer County Visitor’s Bureau Presentation ACTION REQUESTED Receive a presentation from the Placer County Visitor’s Bureau. BACKGROUND The Placer County Visitors Bureau (PCVB) is charged with being a strong voice for tourism and economic development in Placer County with a mission to promote the entire county from Placer Valley, through the Foothills and into the North Tahoe Basin. In Fiscal Year 2020, your Board approved a two-year contract with the Visitor’s Bureau to undertake the following tasks: Develop and Implement a Comprehensive Marketing Program Tourism Management and Partnership Development Coordinated Marketing Efforts with the North Lake Tahoe Resort Association Collateral Branding and Distribution The beginning of the contract period was marked by the travel and tourist industry being essentially shut down due to the COVID-19 pandemic. During this time, the PCVB pivoted from promoting visitation to marketing a robust shop local campaign. As the State began to reopen for travel in the spring and summer of 2021, PCVB ramped up its content creation, marketing, and advertising efforts, pitching media organizations with a summer press release, and organized a three-day content photo shoot that will provide the basis from several robust “Live at Its Peak” campaigns in the coming fiscal year. As specified in the FY2020-2022 contract, the Placer County Visitor’s Bureau provides quarterly activity reports to the Office of Economic Development, and annually presents an update to the County Board of Supervisors. FISCAL IMPACT There is no fiscal impact associated with this item. ATTACHMENTS 1. Presentation 1
Transcript of TO: Honorable Board of Supervisors DATE: September 28, 2021
MEMORANDUMECONOMIC DEVELOPMENT
ADMINISTRATIONCounty of Placer
TO: Honorable Board of Supervisors DATE: September 28, 2021
Todd Leopold, County Executive OfficerFROM:BY: Sherri Conway, Director of Economic Development
SUBJECT: Placer County Visitor’s Bureau Presentation
ACTION REQUESTEDReceive a presentation from the Placer County Visitor’s Bureau.
BACKGROUNDThe Placer County Visitors Bureau (PCVB) is charged with being a strong voice for tourism and economic development in Placer County with a mission to promote the entire county from Placer Valley, through the Foothills and into the North Tahoe Basin. In Fiscal Year 2020, your Board approved a two-year contract with the Visitor’s Bureau to undertake the following tasks: Develop and Implement a Comprehensive Marketing Program Tourism Management and Partnership Development Coordinated Marketing Efforts with the North Lake Tahoe Resort Association Collateral Branding and Distribution
The beginning of the contract period was marked by the travel and tourist industry being essentially shut down due to the COVID-19 pandemic. During this time, the PCVB pivoted from promoting visitation to marketing a robust shop local campaign. As the State began to reopen for travel in the spring and summer of 2021, PCVB ramped up its content creation, marketing, and advertising efforts, pitching media organizations with a summer press release, and organized a three-day content photo shoot that will provide the basis from several robust “Live at Its Peak” campaigns in the coming fiscal year.
As specified in the FY2020-2022 contract, the Placer County Visitor’s Bureau provides quarterly activity reports to the Office of Economic Development, and annually presents an update to the County Board of Supervisors.
FISCAL IMPACTThere is no fiscal impact associated with this item.
ATTACHMENTS1. Presentation
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PLACER COUNTY VISITORS BUREAUBOARD OF SUPERVISORS PRESENTATIONRobert Haswell, CEO / Executive DirectorAugust 31, 2021
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● The Placer County Visitors Bureau has two affiliated brands:
○ Visit Placer (DMO Marketing)○ California Welcome Center – Auburn
● Visit Placer is the Destination Marketing Organization for the county and works with two vendors:
○ Faithmari.com - organic social○ The Abbi Agency - Marketing / Web / Public Relations
● CWC – Auburn: One of only 19 California Welcome Centers, as designated by Visit California
WELCOME
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Placer County Visitors Bureau Board of Directors● Cherri Spriggs, President - FSB Core Strategies● Karin Koons, Vice President - Holiday Inn Auburn● Nancy Nittler, Treasurer - Retired Placer County Human Resources Director● Jocelyn Maddux, Secretary - JBrand Marketing● Aldo Pineschi, Director - Pineschi Consulting● Jamie Hazen, Director - Roseville Downtown Business Association● Brian Clausman, Director - Mountain Shadows Resort, Foresthill● Annie Bowler, Director – The Flower Farm, Loomis● Heather Atherton, Director – Public Relations Consultant, Rocklin● Jennifer Sweeney, Director – Public Relations Consultant, Sacramento
Staff● Rob Haswell, CEO/Executive Director● Tiffany McKenzie, Director of Marketing● Deanne Alexander, Office Manager, CWC - Auburn● Georgina Kier, Customer Services Representative, CWC - Auburn
BOARD OF DIRECTORS & STAFF
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● Placer County Economic Development● North Lake Tahoe Resort Association● PlacerGROWN● Placer County Vintners Association● Placer Valley Tourism● Arts Council of Placer County● Chambers of Commerce in Placer County● Placer County Historical Society● Gold County Visitors Association● Visit Sacramento● Visit California
PARTNER ORGANIZATIONS & KEY STAKEHOLDERS
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Data compiled by Visit California and prepared by Dean Runyon and Associates.
TRAVEL IMPACTS: PLACER COUNTY
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● Visit Placer created two videos to address the changing environment:
○ Travel Responsibly & Safety Video○ Shop Local Shop Placer Video
● Tailored content to reflect the reality on the ground.
● Despite all of the challenges, Visit Placer managed a very robust year of marketing and public relations on behalf of Placer County.
OVERRIDING CHALLENGE TO ALL TRAVEL MARKETING IN 2020 - 2021
THE COVID FACTOR
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● Over 3 million impressions across social media platforms, resulting in over 100,000 engagements
● Instagram followers over 14,500 (up 30% year over year)
● 325,000 users visited our website
● Paid media campaigns resulted in 650,000 impressions across multiple channels
● Over 50 media placements, with a viewership / readership of 28.5 million, resulting in roughly 210,000 content views
○ National Placement – Hidden Falls Regional Park named one of 15 Best Running Trails in America by Men’s Journal (5.6 million monthly visits)
FISCAL 2020 - 2021 MARKETING SUCCESSES
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● Revamped the VisitPlacer.com website, including an interactive map with sizzle videos of each community in Placer County
● Find Yourself in Placer Campaign
● Experience Placer Like A Local
● Revamped eNewsletter
MAJOR MARKETING INITIATIVES
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● Story Title: Plan Your Next Destination Run to the 15 Best Running Trails in America
● Est. Monthly Visits: 5,620,000
● Est. Placement Views: 15,100
● Market: National
● Key Message: Outdoor Activities
MEDIA HIGHLIGHTS
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● Story Title: Enjoy Socially Distanced Spring Blooms in California
● Est. Reach: 16,967
● Market: California (statewide)
● Key Message: Springtime wildflower blooms and wildflower hikes
MEDIA HIGHLIGHTS
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● Story Title: Travelers welcomed to Placer County for springtime adventures
● Est. Monthly Viewership: 975,000
● Est. Placement Views: 5,060
● Market: National
● Key Message: Fall Road Trips
MEDIA HIGHLIGHTS
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● Story Title: Open for Business: Forest Hill Bridge
● Est. Monthly Viewership: 752,000
● Est. Placement Views: 2,340
● Market: Sacramento area
● Key Message: Safe springtime offerings in Placer County
MEDIA HIGHLIGHTS
Gary visited Foresthill Bridge in Auburn while highlighting trails and nature walks that are fully open in Placer County
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PAID MEDIA CREATIVEPRINT ADS
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PAID MEDIA CREATIVEDIGITAL ADS
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PAID MEDIA CREATIVESOCIAL ADS
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PHOTO & VIDEO SHOOTLIFESTYLE
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PHOTO & VIDEO SHOOTLIFESTYLE
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PHOTO & VIDEO SHOOTFIND YOUR PLACE IN PLACER
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VIDEO PRODUCTION & CREATION
Paid Media Video Ads Travel Responsibly & Safety Video Shop Local Shop Placer Video
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● CWC – Auburn is one of 19 offically santioned California Wecome Centers by Visit California
● Walk-in visitation between 5,000-10,000 annually
● Branded signage along Interstate 80 drives tourist to exit the freeway
● International Tour Operators recommend travelers visit the CWC for local information
● Largest distributor of collateral (Maps, trail guides, walking tours, historical writings, festival info. and flyers, etc.) in the county.
CALIFORNIA WELCOME CENTER, AUBURN
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● In 2020, organizations needed to be able nimble and agile and be able to adjust to changing dynamics on the ground.
● Visit Placer proved to be very adept at the “Covid Pivot.”
THE COVID PIVOT
Shop Local Shop Placer Video
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THANK YOU!
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