Visit Mississippi Gulf Coast - Cloudinary · 2018-04-03 · Definite Bookings Dec 2016 2017 Feb...
Transcript of Visit Mississippi Gulf Coast - Cloudinary · 2018-04-03 · Definite Bookings Dec 2016 2017 Feb...
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Visit Mississippi Gulf CoastKEY PERFORMANCE INDICATORS
FEBRUARY 2018
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Non-Casino Rooms SoldSTR
Oct
-Fe
b
Feb
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Casino Rooms SoldMS Gaming Commission
Oct
-Fe
b
Feb
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All Rooms SoldSTR & MSGC
Oct
-Fe
b
Feb
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Occupancy Tax ReceiptsMS Department of Revenue
Oct
-Jan
Jan
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Non-Casino OccupancySTR
Oct
-Fe
b
Feb
Mardi Gras day was followed by Valentines day creating a potential 5 day weekend. This was followed by another 3 day weekend due to Presidents Day.
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Casino OccupancyMS Gaming Commission
Oct
-Fe
b
Feb
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All OccupancySTR & MSGC
Oct
-Fe
b
Feb
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Non-Casino ADRSTR
Oct
-Fe
b
Feb
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Casino ADRMS Gaming Commission
Oct
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b
Feb
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All ADRSTR & MSGC
Oct
-Fe
b
Feb
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Gaming RevenueMS Gaming Commission
Oct
-Fe
b
Feb
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AirportEnplanement Deplanement Gulfport Biloxi Regional Airport
Oct
-Fe
b
Oct
-Fe
b
Feb Feb
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Leisure & Hospitality JobsMS Department of Employment Security
Oct
-Jan
Jan
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Definite Bookings
Dec2016
Dec2017
Feb
BookingsVisit Mississippi Gulf Coast
Oct
-Fe
b
Room Nights
• Over 4,000 room nights in repeat business that turned definite in Feb 2017 that has not turned definite in 2018 but is still in our pipeline.
• Over 3,000 room nights (FYTD) 2017 that have not turned definite to date 2018 – Reflects more bookings/less room nights
• Short staff (Feb 2018)
Oct
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b
YTD Definite Bookings February Definite Bookings YTD Definite Room Nights February Definite Room Nights
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Leads Issued & Potential Room Nights
Oct
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b
Feb
Visit Mississippi Gulf Coast
Feb
• 2017 leads issued represent a full sales staff of 4, while 2018 reflects a reduced sales staff of 2 • 2018 Potential room nights are pacing ahead of 2017 where as month to month is down due to lack of staff
YTD Leads Issued February Leads Issued YTD Potential Room Nights February Potential Room Nights
FY 2
01
7 le
ads
incl
ud
ed a
ssis
ts r
esu
ltin
g in
82
lead
s th
at
are
no
lon
ger
cou
nte
d
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Convention Center LeadsO
ct-F
eb
Visit Mississippi Gulf Coast
Sales staff continues to target and issue convention center leads and YTD reflects an increase over previous YTD.
YTD Leads Issued February Leads Issued
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Lost Business
Feb 2018Feb 2017
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Pace ReportVisit Mississippi Gulf Coast
Snapshot of our historical average, Pace target for definite room nights as well as what is in our pipeline.
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Pace Report - PipelineVisit Mississippi Gulf Coast
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Google Analytics - Unique VisitsGoogle Analytics
Oct
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b
Feb
For Feb. 2018, nearly 40% of this traffic is organic
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Number of ArticlesMeltwater
Oct
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Feb
*October increase due to Hurricane Nate Coverage
Content Drivers:Mardi GrasNASA+Stennis - Space TravelHeadliner EntertainmentAffordability
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ImpressionsMeltwater
Oct
-Fe
b
Feb
*October increase due to Hurricane Nate Coverage
Major Outlet Drivers:USA Today Time MagazinePeople.com Rolling StoneThe Washington Times Food & Wine Magazine
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Media ValueMeltwater
Feb *October increase due to Hurricane Nate Coverage
Due to the inconsistencies of the media monitoring service, in Jan. 2017 our reporting changed to include only traditional advertising value equivalencies (or AVEs). Traditional media coverage included TV, print and radio. Digital was only reported through impressions.In Nov. 2017 we changed to a new provider (Meltwater), giving us accurate numbers within the digital platform, therefore 2018 figures can’t be compared with previous year, as we are using a completely different reporting metric.
Oct
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b
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MEDIA COVERAGE
4/3/2018 VISIT MISSISSIPPI GULF COAST 25
ERIN TO INCLUDE IMAGE OF JULY MEDIA COVERAGE
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MEDIA COVERAGE
4/3/2018 VISIT MISSISSIPPI GULF COAST 26
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MEDIA COVERAGE
4/3/2018 VISIT MISSISSIPPI GULF COAST 27
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MEDIA COVERAGE
4/3/2018 VISIT MISSISSIPPI GULF COAST 28
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Social Media Metrics
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Monthly Increase
127,125 14,255 932 6,521 407,493 557,511
February Facebook Twitter Pinterest Instagram YouTube Total
2018 (Total Likes) (Total Followers) (Total Followers) (Total Followers) (Lifetime Followers)
2,9942%
660% 15
2%
1482%
167,56370%
170,81844%
Posts that garnered the most engagement on Facebook featured photos of waterways and beaches.
Running video ads through Google / YouTube
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SOCIAL MEDIA
4/3/2018 VISIT MISSISSIPPI GULF COAST 30