2015 Annual Dinner and Innovations in Tourism Awards

Wednesday, November 4th 5:30 PM Outer Aisle Foods, Murphys, CA

What is the Calaveras Visitors Bureau?

Our MISSION STATEMENT says it best:

The Calaveras Visitors Bureau is Calaveras County’s core tourism promotion

organization dedicated to creating long term and sustainable economic

growth for the region and its members through innovative tourism

programs, promotions and partnerships.

•  Our primary focus is MARKETING Calaveras County’s tourism assets outside of the County regionally, statewide, nationally and even internationally.

•  Our secondary focus is visitor services – helping tourists in the Visitor Center, online and on the phone.

Organization & Funding

•  The Calaveras Visitors Bureau is a 501c6 non-profit association governed by

a 9-member Board of Directors elected by member businesses.

•  Funding & Income – approximately $300,000 to $350,000 annually.

City TOT (13% of the 10% tax)

County TOT (33% of the 6% tax)

Membership includes ad sales

Partnerships - coop advertising

Gift shop sales - covers our lease

2014 – 15 Budget Breakdown

•  For the 2014-15 budget year, administration accounted for less than 13% of our budget, while marketing was just over 82%.

Marketing

Admin (rent, accounting etc)

Membership

Conference Education

Association Dues

Insurance

2014 – 15 Marketing Spend

Activities Guide - print & distribution

Print - Sunset, Via, Visit California

PR - blogs, email campaigns, press releases etc.

Online - Facebook, Google, Visit California

State Fair - design & build, props & volunteer support

Trade Shows - Sunset, Bay Area Travel, LA Travel

Cooperative - GCVA, HSVC, etc.

Website - upgrades & development

Misc - ad development, signage etc.

30%

23% 16%

14%

7%

5%

2%

2014 – 15 Marketing Plan

•  Design, production, distribution of 80,000 Calaveras Experience Guides •  Calaveras booth in the California State Fair •  Exhibits at the most productive Travel and Trade Shows •  Continuing education on best industry practices •  Strategic online & print advertising •  Submitting story ideas to journalists and Visit

California •  Creating compelling travel itineraries •  Content marketing to create engage- ment with

our brand •  Regional marketing with local partners •  Continuation of email campaigns •  Media FAM (familiarization) trips •  Continued website improvements

•  Increased our web visitation by 47% over the previous fiscal year taking our unique monthly visits from 10,296 to 15,211. The annual total went from 123,556 to 182,543.

•  Increased our Facebook likes by 65% from 11,469 in July 2014 to 18,976 in June 2015.

•  Twitter followers have increased from 553 to 701, a 26% increase.

•  New for 2015, active Pinterest marketing has resulted in 3,836 average monthly viewers.

2014 - 15 HIGHLIGHTS: Digital

Leveraged our marketing dollars with our regional tourism marketing groups: •  Gold Country Visitors Association

•  Gold Country golf fam (familiarization tour) resulted in several radio interviews & online and print editorial

•  California Visitors Guide co-op ad •  Dog Trekker partnership •  Touring & Tasting Magazine article on Gold

Country wineries •  Shared TravMedia journalist requests with

member businesses

•  High Sierra Visitors Council •  2014 1 fam tour with Visit California France •  High Sierra contest with Visit California France •  Submitted story ideas for HSVC press kit •  Developed 7 trip itineraries

2014 – 15 HIGHLIGHTS: Regional Marketing

2014 - 15 HIGHLIGHTS: Email Campaigns

Monthly VISITOR newsletters are sent to nearly 7500 subscribers (up 35% over last fiscal year). Monthly MEMBER newsletters are sent to 445 members and friends of the CVB. Monthly copy of VISITOR newsletters for members go to the same 445 members and friends.

Why have we received the Constant Contact All Star Award for the last THREE years? The industry standard open rate for email campaigns is 18.2%. Here’s how WE do:

2014 – 15 HIGHLIGHTS: Visitor Guide

80,000 copies distributed through: •  Fulfillment from ad reader response in:

•  Sunset, VIA and CA Visitors Guide •  Gold Country Visitor Centers •  County rack distribution program •  Travel trade shows •  Media & tour operator fulfillment •  California State Fair •  2014-15 Certified Distribution:

•  N. California Summer Sports Program •  San Jose Corporate offices •  Oakland Airport •  San Jose Airport •  CA Welcome Centers

New for 2015-16 expanding by 12 pages to include historic walk tour maps Digital version also available on CVB website and issuu.com where it’s fully interactive and can be shared anywhere online.

2014 – 15 HIGHLIGHTS: Travel & Media Shows

We only attend the events that have the largest attendance within our drive markets and/or produce the greatest ROI:

•  Consumer shows •  LA Travel & Adventure Show. •  Bay Area Travel & Adventure Show •  Sunset Celebration Weekend

•  Visit California Media Receptions

2014 - 15 HIGHLIGHTS: Website Upgrades

•  Expanded our listings

•  No longer just member based •  Unlimited listings under every logical

category •  Continued to expand the Member’s Corner

•  All board reports are posted •  Check out Highlights reports for the latest on

what we’ve achieved •  Events for our calendar can now be submitted by

Calaveras businesses •  Expanded the Weddings section •  Expanded our Media section

•  Photo Galleries now online for media use •  2-page Calaveras profile •  Story ideas •  Seasonal itineraries •  Press releases

2015 - 16 NEW Marketing Initiatives

•  Expanded blogging program – now soliciting blogs from locals, Calaveras fans

and CVB members to expand our web content.

•  Madden Media promo – we selected a blog to promote through this industry leader’s social media outlets to drive more visitation to our website.

•  Capitol Public Radio – we’re now an underwriter with monthly slots promoting events, shopping and wine tasting.

•  Go online to the Member’s Corner on GoCalaveras.com to get full marketing highlights reports for each month: •  GoCalaveras.com/directory/members-corner/

Calaveras Visitors Center

•  Open 7 days a week proudly serving visitors & residents: 11,869 for the 2014-15 fiscal year.

•  Provides 24 hour information: phone, bulletin board & website.

•  Includes a gift shop selling Calaveras County souvenirs and locally produced items, covering the cost of our lease.

•  Sells tickets to member events.

•  Keeps track of available hotel rooms and helps visitors book their overnight stays.