The URL can be used to link to this page

Home My WebLink About2017-10-18; Carlsbad Tourism Business Improvement District; ; AB-17-154 Visit Carlsbad Quarterly ReportsAB# MTG. CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL 10-17-154 CTBID STAFF 10-18-17 Visit Carlsbad GENERAL COUNSEL QUARTERLY REPORTS RECOMMENDED ACTION: Receive reports and provide feedback. ITEM EXPLANATION: (% The CTBID contracted with Carlsbad Convention and Visitors Bureau ("VisitCarlsbad") to provide various tourism services. The contract requires VisitCarlsbad to provide the monthly reports to the CTBID. At its February 23, 2017 meeting the CTBIB Board asked that the following most recent month reports be a standing item on the CTBID Board meeting Agendas: • Digital Marketing (includes website traffic) • Group Sales • Public Relations -Currently provided by Wagstaff • Visitor Center Attached at the Exhibits are the reports for month ending September 30, 2017. This is an information only item and no action is required of the CTBID. FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not qualify as a project under the California Environment Quality Act ("CEQA") and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b ). EXHIBITS: 1. Digital Marketing Report -July through September 2017 2. Group Meetings Report -July through September 2017 3. Visit Carlsbad 01 Public Relations Report 4. FY 2018 Visitor Center Stats DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2425, cheryl.gerhardt@carlsbadca.gov ?EXHIBIT 1 l . u, ~ -c ~ ta UJ I'-- ~ .C w 0 N - Cl) I-0 .~Ii..- M +-' ~ta UJ c.. Q) u m Cl) I w ~ 3: ~ ~ --, ~flsbad Visitors Visits: 46,863 Unique Visits: 40,046 Page/ Session: 4.34 Ave Session: 1 :49 Bounce Rate: 4.15% Overview Sessions • ' vs. Select a metric • Sessions 1,000 500 I Hourly Day Week Mor ------------------A-ug-us-t-20_1_7 _______________ S_e_pt-em_b_e,-2-01-7---------------<cy--• New Visitor • Returning Visitor Sessions Users ; Pageviews 46,863 ' 40,046 203,571 ~ . ~ : ~ i Pages/ Session Avg. Session Duration Bounce Rate 4.34 : 00:01 :49 4.15% ~ ~ : ~ ; % New Sessions 83.69% ~,,., c:~lsbad User Demo's 0 Key Metric: Age 30% 22% 15% 8% 0% All Users 100.00% Sessions Sessions ""' 18-24 -~~:::::--~ ~ ~:? ~. + Add Segment Jul 1, 2017 -Sep 30, 2017 .,,. 63.96% or total sessions Gender 66. 7 0% of total sessions • female • male 25-34 65+ Visitor Location l) San Diego 2) Carlsbad 3) Los Angeles 4) Oceanside 5) San Marcos 6) Vista 7) Encinitas 8) Temecula 9) Escondido l 0) San Francisco . ., • • .. It ~ ft • • .. ' '\o •• • • • . -~ ~ •• • i'._ ...... , ·~,~.,.....; ~'1: . \t . caflsbad ~ .. ~-:--:· ·· . •. -. -"C· • ....:.,· 7 ~,:J;>~.-.. -:;.:: ~ -~ .... ..._~ .. ~ : ..... ---· :_-::;_~--~~...::,,; Engagement Good depth engagement multiple deep pageviews Sessions 46,863 % of Total: 100.00% (46,863) Gession Duration 0-1 0 seconds 11-30 seconds 31-60 seconds 61-180 seconds 181-600 seconds 601-1800 seconds 1801+ seconds 28,391 3,235. 3,039. 5,647-4,271 -1,973. 301 I Pageviews 203,571 % of Total: 100.00% (203,571) 55,606 11,035 14,189 37,282 45,083 30,282 10,094 Visits by Device Mobile Devices Make up 55% of all Visitors • Sessions 1,000 500 Primary Dimension: Device Category August 2017 Secondary dimension • Sort Type: Default • ' Acquisition Device Category -=-%New Sessions ..i, i Sessions 46,863 83.74% % of Total: Avg for View: 1 DO.DO% (46,863) 83.69% (0.06%) r: 1. desktop 21,072 (44.97%) 86.51% ( 2. mobile ; 21,032 (44.88%) 81.94% I' 3. tablet 4,759 (10.76%) 79.43% ... ' ""' -:et~~:., .• -;~c_; · .• -~~.:.-J;i::,-:':.;;~ ~ i;-~))·:}:-;_:~~~Z':,. ~----.?t:·~;;:::;~~ ~-=-'-' A--* ·-· NewUsers J ; Behavior Bounce ; Rate 39,243 4.15% % of Total: Avg for 100.06% (39,218) View: 18,229 (46.45%) 17,234 (43.92%) 3,780 (9 63%) 4.15% (0.00%) 3.65% 4.54% 4.60% Pages/ Session 4.34 Avg for View: 4.34 (0.00%) 5.05 3.53 4.83 September 2017 Avg. Session Duration 00:01 :49 Avg for View· 00:01:49 ((1.00%) 00:02:11 00:01:19 00:02:21 -- Channel Growth Acquisition Behavior Default Channel Grouping Sessions 4'· % New Sessions New Users Pages / Session ~. i.,..,.. ---~ ----~ ----·--........ 10.93%• 14.27%• 26.76%• 34.32%• 1,157 vs 1,043 83.92% vs 73.44% 971 VS 766 1 4.17 vs 3.11 ........ 1. Social 80.49%. 3.42%. 86.67% + 23.72% + 74 vs 41 75.68%vs73.17% , 56 vs 30 3.11 vs 2.51 ~-·-~ 1-1' 2. Organic Search 57.48%. 14.03%. 79.58% ½ 35.75% + 600 vs 381 85.00% vs 74.54% 510 VS 284 4.48 vs 3.30 . -. • \'"le, -17 3. Referral 30.26% + -4.81% + 24.00% + 51.71% + 99 vs 76 62.63% vs 65.79% 62 vs 50 5.89 vs 3.88 17' 4. Direct 3.97% + 16.08% + 20.69% + 13.29% + 157 vs 151 89.17% vs 76.82% 140 VS 116 3.33 vs 2.94 -i"""'i i 5. Paid Search 1.35% + 10.73% + I 12.22% + 6.61% + ! 226vs 223 89.38% VS 80.72% I 202 vs 180 3.57 vs 3.35 ------~~-~=2;;·~~-:·if:--:? Traffic Sources Source/ Medium %New , Pages/ ' "'i Sessions Bounce Session Avg. Session Sessions NewUsers ·, Rate -Duration ':' 46,863 ! 83.74% 39,243 , 4.15% , 4.34 00:01 :49 % of Total: , Avg for View: % of Total: Avg for Avg for Avg for View: 100.00% (46,863) 83.69% 100.06% (39,218) View: View: 00:01:49 (0.06%) 4.15% 4.34 (0.00%) (0.00%) (0.00%) i 1. google / organic ' 29,975 (63.96%} 84.98% 25,474 (64.91%) ' 2.08% 4.34 00:01 :41 I I 2. (direct)/ (none) I 6,433 (13.73%) 85.81% 5,520 (14.07%) 16.35% 3.50 00:01 :50 i 3. bing/ organic i 2,347 (5.01%} 87.09% 2,044 (5.21%) 1.24% ! 5.73 00:02:34 Organic Search strong 4. yahoo/ organic 2,318 (4.95%} 84.08% 1,949 (4.97%) 2.50% 4.67 I 00:02:04 referrals 5. carlsbadca.gov / referral 1,020 (2.18%} 78.04% 796 (2.03%) 1.08% 6.97 00:03:05 6. lajollamom.com / referral 830 (1.77%) 78.07% 648 (1.65%) 2.17% I 3.78 00:01 :39 Social Media showing 7. m.facebook.com I referral 735 (1.57%) 82.31% 605 (1.54%) 5.44% 2.84; 00:00:49 8. yelp.com/ referral 234 (0.50%} 88.46% 207 (0.53°s) 1.71% 2.40 00:00:33 growth already 9. facebook.com / referral i 183 (0.39%) 59.56% 109 (0.28%) 3.83% 3.37 00:01 :29 10. duckduckgo.com / referral 178 (0.38%) 86.52% 154 (0.39%} 1.69% ! 3.96 00:01 :46 i.:·-.. :,,,~~t~,t~. :~~~~· ~:'" ~ Top Landing Pages Page ! Pagevlews ' ,.i, Unique Pagevlews Avg. Time on Page Entrances ; Bounce Rate ,. ,_.,~.-,,_,-.. _,_,. -~--·-,_ --P·•-203,571 84,392 , 00:00:32 46,855 4.15% % of Total: 100.00% % of Total: 100.00% Avg for View: 00:00:32 % of Total: 100.00% ! Avg for View: 4.15% (203,571) {84,392) ' (0.00%) {46,855) . (0.00%) 1. I @ 33,352 (16.38%) i 13,922 {16.50%) I 00:00:33 13,365 (28.52%) 2.56% 2. /beaches/ ~l 20,010 (9.83%) 6,476 (7.67%) ! 00:00:22 5,285 (11.28%) 1.93% 3. /events/ @ 15,880 (7.80%) 6,095 (7.22%) i 00:00:23 4,666 (9.96%) 1.01% 4. /attractions/ ~I. 14,051 (6.90%) 4,818 (5.71%) 00:00:33 2,714 (5.79%) 2.25% Traffic shows 5. /beaches/tamarack-state-beach/ @ 9,124 (4.48%) 4,075 (4.83%) 00:00:42 2,072 (4.42%) 3.28%: 6. /hotels/ @ 5,396 1,649 (7._95%) , 00:00:26 1,105 (2.36%) 1.45% , (2.65%) strong interest in 7. /restaurant/ @ 5,081 {2.50%) 1,341 {7.59%) 00:00:34 200 (043%) 9.74% beaches, things to 8. /beaches/south-ponto-beach/ @: 5,001 (2.46%} ' 2,276 (270%) ! 00:00:38 : 1,403 (2.99%) 2.56% ' do 9. /shopping/ gl l 3,966 (1.95%) 1,396 (1.65%) I 00:00:23 1 890 (1.90%) 2.14% 10. /beaches/north-carlsbad-beache @ s/ 3,174 (1.56%) 1,431 (1 70%) I 00:00:24 I 167 (0.36%) 10.84% l Event Tracking -----~---·--~--Event Category ! Total Events " "-j Unique Events ·---·-·--··-·· ·-_,. __ ----75,693 29,437 % of Total: 100.00% (75,693) % of To1al 100.00% (29,437) 1. Outbound Links 67,250 (88.85%) 1 24,710 (83.94%) 2. Ecommerce 4,255 (5.62%) · 1,416 (4.87%) 3. Hotel Outbound 1,710 (2.26%) 1,529 (5.19%) 4. Referral-traffic 1,230 (1.62%) 1,120 (3.80%) 5. ux 1,110 (1 .47%) 527 (7.79%) Hotel Clicks & 6. Form Submit 97 (0.13%) ; 95 (0.32%) eCommerce top 7. Hotel Packages 36 (0.05%) 36 (0.12%) i tracked items 8. Email Link 4 (0.01%) 3 (0.01%) 9. Telephone Click 1 (0.00%) 1 (0.00%) ::::, 0 >- ~ -g z -§ <( 8 ::C ~I-·-> Group Meetings Report July -September 2017 DATES LEADS 05/2018 Elevate Leonel & lnterlogix Partner Summit 10/2017 POST SLI FW 11/2018 IAOE Anni Conference 05/2020 Natl VOAD 202 Anni Mtg 02 or 03/2018 MBC Natl Sales Mtg MAY/JUN 2019 2019 HHT International Conference JUL 2019 2019 Sturge Weber Summer Conference FEB 2019 2019 Guerbet NSM JUN 2018 Guerbet Midyear Central/West FEB 2019 Cummins Western Canada Incentive NOV 2018 AtriCure -SD MAR 2019 NEFA Spring Conference JAN 2018 SAS Spurilla Leadership Retreat SEP 2018 WFRA 18 SEP Rise West OCT/NOV 2018 Health Centers of the Future JAN 2018 Canon Canada 2018 IDM JAN 2019 SEIU Intl Exec Bd Mtg AUG 2018 San Diego Road Show 2018 FEB 2018 Encore Capital Management Conf FEB 2018 Encore Capital International Cont JAN-MAR 18 Jim McLean Golf School Korea MAR 2019 Opertaions Meeting 2019 -Advance America SEP 2018 CCDEH Annual Conference FEB 2018 Ansell Board Meeting OCT 2017 Yello Ribbon NOV 2018 OCCC Marriage Retreat JAN 2018 Versus lnventments -Planning Meeting TOTAL 27 STATUS Meeting on hold. Changing format to roadshow LOST to Hilton Del Mar. Cape Rey, HGI bid. LOST to Sheraton SD Marina Decision 11/30. Omni & park Hyatt ·-· "I Ut::,aft::U lU IU/v I UUt:: lU IIUllll.,cJllt::. vc:Jf}t:: ,vy, ID-.rl, I I. -.u. P C"'L---1.-1-.·-1 Decision 10/30. Omni & Sheraton bid. Hyatt regret. Decision 10/20. Sheraton bid. Cape Rey & HGI regret Decision 9/15. Cape Rey & Shrtn bid. Omni, Hyatt & Four Sns regret. Decision 9/15. Omni & Hyatt declined. Decision 9/10. Omni bid. Decision 11/15. Shift to OCT. Hltn, Omni & Shrtn bid. Ut::<.,1::,1u11 I 1/.J. ofc:Jll Cl< ullllll UIU. Lt::cJIIIII~ lUVVcJIU l'ID ·-LOST to Hilton SD Decision 10/31. Hyatt & Omni bid. Contracting with Sheraton DEC 10/5. Omni & Hyatt bid. DEC 10/5. Omni & Hyatt bd, Wstn/Shrtn regret. Meeting on hold REGRET-Four Sns, Hltn, Omni, Hyatt & Shrtn REGRET -Four Sns, Hltn, Omni, Hyatt & Shrtn DEC 10/31. Proposals from 7 hotels DEC 11/30. Hyatt & Shrtn bid. Omni regret. LOST TO Mandalaya Resort in Oxnard, CA DEC 10/13. Sent to Four Sns, Hltn, Hyatt, Omni & Shrtn DEC 10/17. DEC 10/2. Hltn & HGI bid. Wstn/Shrtn regret. REGRET -Four Sns, Hltn, Omni, Hyatt & Shrtn SOURCE HelmsBriscoe ConferenceDirect HelmsBriscoe E-mail event sales calls sales calls sales calls sales calls event Helms Briscoe ConfereceDirect ConfereceDirect HelmsBriscoe ConfereceDirect event event event Smart Mtgs Smart Mtgs Helms Briscoe Conference Direct Smart Mtgs HelmsBriscoe event Connect Helms Briscoe v&/r..l b d cars a RNs PPL 1,645 450 840 350 125 50 1,000 650 418 150 870 350 142 230 603 120 168 40 120 52 74 45 500 250 47 30 600 350 351 330 222 105 1,166 250 101 175 381 125 100 50 413 15 1,195 250 324 95 74 20 150 300 135 200 68 34 11,832 5,066 trj :x:. ::r: H to H 1-3 N i-§~sbad ~--· DATES DEFINITES HOTEL RNs PPL OCT 2-5, 2017 cscu Cape Rey Hilton 90 30 TOTAL 90 30 DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS 07/08/2017 SITE SoCal Luncheon Attended event in LA. Met 3 new clients and connected with 10 others. 7 /25-26/2017 Sales calls in L V Met with Origin Events, ConferenceDirect And HB reps. AUG 7 Dinner with Roger Hilkert, HB and Polly Wagner, Possible opportunity for 2019 Assoc Cooperage Industries of Amer AUG 8 Lunch with Debra Ravesncraft, HB Got 4 leads AUG 9 Lunch with Bill Goodman, ConferenceDirect Possible opportunity for June 2020 SEP 6 Intro sites with Mark Rudyck SEP 7 Sales calls in Orange Co JNR, Details Details, & Origin Events SEP 18 Connie Washburn, First Tennessee City tour and offsite activites/dining for FEB 2018 meeting SEP 28 CalJet event First flight out of CLO party and press event SEP 29 Anne Stephens, AbbVie Sites of 5 hotels and city tour to familiarize her with our destination. DATE TRADE SHOWS NO. of CONTACTS LEADS 8/9-10 Smart Meetings Northeast 16 1 8/21-24 Connect Marketplace 41 2 SEP 10-12 Smart Meetings West Natl 4 Vls/r..l b d cars a Visit Carlsbad Q1 PR Report October 16, 2017 WAGSTAFF WO,RLD'WIDE trl ::x: :J::, H txJ H t-3 w Dashboard Results Q1 2017 0 Media Visits 38 Media Placements 22% over the average placements/month from Q3/Q1/Q2 and nearly double last year's 21 articles in Ql 131,016,049 Impressions Second highest total quarterly impressions (just behind Q2 2017) $749,321 Estimated Media Value Below the average $5 Million in CAV per quarter Most Featured Themes: F&B, Attractions, Events & Festivals (all at 15 placements) Most Featured Properties: Park Hyatt Aviara (9 placements), West Inn and Suites and Sheraton (both 5) vfslr.. ~carlsbad WAGSTAFF WORLDWIDE Highlights Activity Q1 2017 JULY • PLANNING: Confirmed new timings for Colors of Carlsbad and Capital of Carlsbad, Kidifornia; adjusted critical paths; continued to source partners • PARTNERS: Worked to develop partnerships for integrated campaigns (Olapic); sent outreach email for Kidifornia hotel packages • PITCHES: Sounds of Summer, Brewfest • REPORTING: Prepared July CAR, Q4 overview and annual report AUGUST • PLANNING: Confirmed new timings for Colors of Carlsbad and Capital of Carlsbad, Kidifornia; adjusted critical paths; continued to source partners • EVENTS: Reviewed supplier proposals for Kidifornia final beach event; prepared status presentation for Board; filmed for the Capital of Carlsbad, Kidifornia campaign video; reviewed landing page data; provided hotel packages information; sent edits for Kid's Check Out questionnaire • PARTNERS: Worked to develop partnerships for integrated campaigns; sent outreach email for Kidifornia hotel packages; sent outreach for apple and pumpkin dishes for fall story • PITCHES: Brewfest, Carlsbad Music Festival • REPORTING: Prepared August CAR SEPTEMBER PLANNING: Updated all planning for integrated campaigns and 2017-2018 plan; carried out monthly call and weekly updates FAMS: Prepared itineraries and organized visits for 3 influencers and 5 media for Carlsbad, Kidifornia campaign EVENTS: Finalized supplier selection for Kidifornia beach event; created campaign videos; created landing page texts; updated hotel packages information PARTNERS: Worked to develop partnerships for integrated campaigns (Pedego, West, Campfire, Carlsbad Watersports, Omni, Beach Terrace Inn, and more PITCHES: Sent Fall-ing for Carlsbad; pitched Carlsbad, Kidifornia REPORTING: Prepared September CAR ~Hsbad WAGSTAFF WORLDWIDE Dashboard Results Q1 2017 ·Ql 2017 PROPERTY SPLIT v&ir.. Scarlsbad WAGSTAFF WORLDWIDE Dashboard Results Q1 2017 vfsir.l b d cars a Ql 2017 THEME SPUT I Family fun, 14 I WAGSTAFF WORLDWIDE EXHIBIT 4 ~Hsbad FY 2018 Carlsbad Visitor Center Stats Foreign Total Lodging LL No. of US Visitors Visitors Visitors Emails Phone In Referrals Referrals Vol Vol Hours 2017 i I ' ,--July 691 77 768 303 87 16 22 59 153 --·--·-Aug 739 124 863 227 88 13 43 63 176 Sept 572 96 668 318 63 8 6 59 138 Ql Total 2,002 297 2,299 848 238 37 71 181 466 --"--Oct Nov Dec Q2 Total ---0 0 0 0 0 0 Ql,2 Total 2,002 297 2,299 848 238 37 71 181 466 2018 Jan Feb --Mar Q3 Total ---0 0 0 0 0 0 ----Apri_l _____ May June Q4 Total ---0 0 0 0 0 0 -------·----I ol o! I Q3,4 Total ---I oi 0 0 0 Grand Total 2,002 297 2,299 848 238 37 71 181 466 Jul-16 839 78 917 180 83 23 20 47 147 Aug-16 694 149 843 146 97 15 61 66 178 Sep-16 776 117 893 148 93 12 18 60 Ql FY17 2309 344 2653 474 273 50 99 173 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 FY 17 Totals 4,618 688 5,306 948 546 100 198 346 964 10/17/2017