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Home My WebLink About2018-10-16; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly ReportsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# · 1°0-.18-171 .. , -'r · CTBIO STAFF . -- "MTG. 10-17;.18 ,Visit Carlsbad I ,. -··' . . QUARTERL Y;REPORTS RECOMMENDED ACTION: Receive reports and provide feedback. ITEM EXPLANATION: • I .. GENeRAL COUN~EL ---.. .. " I (fH.-. ...,___,. . ' The CTBID contracted with Carlsbad Convention and Visitors Bureau ("Visit Carlsbad") to pr:ovide various tourism services. The contract requires Visit Carlsbad 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 (inciudes website traffic) • Group Sales • Public Relations -Currently provided by Wagstaff • Visitor Center Attached at the Exhibits are the reports for month ending September 30, 2018. 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 -Elevated September 2018 Report 2. Group Sales Report -July 2018 thrpugh September 2018 3. Public Relations Report -Wagstaff Worldwide Quarterly Report September 2018 4. FY 2019 Visitor Center Stats DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov Visit Carlsbad September 201 8 Report D f,! I V I 11 G 'i' 0 U R D I Ci I T 1\ L f) R [ ':, [ ! I C [ TO IJ [ \V 11 [ I G HT', .& Executive Summary Year-over-Year Growth Offsets Seasonality Overall site visits increased 129% compared to September '17. Year-over-year site traffic has been on the rise since April '18. Sessions declined 14% month-over-month to 24,356 due to seasonal traffic fluctuations that are typical for Visit Carlsbad from August to September. This was due to fewer sessions from organic search month-over-month, although organic search increased 89% year-over-year indicating substantial growth compared to this time last year. The seasonal traffic trends are noted below, with 2018 yielding less of a downward shift as end-of-month traffic scales upward at a higher rate than last year. Aug 1, 2018 -Sep 30, 2018: • Users Aug 1, 2017 -Sep 30, 2017: • Users Aug8 Aug 15 Aug 22 Aug 29 .... l Sop 5 Sop 12 Sop 19 Sop 26 ,& Executive Summary Traffic Sources Organic search made up 58% of Visit Carlsbad's traffic with 14,196 sessions. This is consistent with the seasonal changes reflected in the overall site metrics, although organic search remains the top- performing marketing channel. New vs. Returning Users Although new sessions declined last month and accounted for 20,707 sessions, they made up a larger proportion of total sessions. 85% of Visit Carlsbad's site traffic last month were new visitors. New users spent 30 fewer seconds on the site compared to returning users, indicating that they were in more of a browsing mindset as opposed to conducting in-depth research on this destination. Traffic By Device Mobile continued to produce more traffic than any other device. At 13,549 sessions, mobile traffic was down 11% month-over-month. Relative to the year before, however, traffic increased 222%. At 8,261 sessions, desktop traffic saw a 19% decline month-over-month, though traffic climbed 57% from the year prior. At 2,546 sessions, tablet traffic saw a 5% decline month-over-month, though traffic climbed 122% from the year prior. Top Channels • Organic Search • Direct • Paid Search Social • Display • Referral • (Other) Email • mobile • desktop • tablet & Executive Summary boal ConvC!rsio11 RillC! Goal Comple>tion., fop S<'gn1ent Outbound Links • Click (El 14.G6% (l 7%) 3571 (l20%) search traffic Goals, Conversions and Events Other Listings • Visit Their Website • Click (E) 7.55% (l 13%) 18110 (125%) search traffic Out of Visit Car.lsbad's 14 goals, 12 were active during Hotel Resort Listings -Visit Their Website • Click (El 2.71% (t 1%) 661 (113%) search traffic this month. This week, one increased, five dropped, and six saw no change. Plan Your Seay -1st Step -Submit (E} 1.72%(115%) lt20(!27%) search traffic Outbound Links -Click (E) saw the highest conversion Hotel Resort Listings • Book It Now -Click (El 0.G8%(l7%) 166(!20%) search traffic rate even though it dropped 1.2 points from last month to reach 14.66%. Newsletter Sign Up -Submit (El 0.IM%(t39%) 107 (T20%) search tramc Despite overall traffic being down month-over-month, Other Listings • Book It Now• Click (E) 0.28% (T2%) 67(112%) search traffic there was still an increase in newsletter sign-ups, indicating more users seeking additional information Telephone Number -Clicks (E) 0.16%(118%) 39(l.29%) search traffic about Carlsbad. Site Search -Submit (E} 0.10% (138%) 21\ ( 1117%} search traffic Email Address • Clicks (El 0.08% (T37%) 19 (t19%) search traffic Contact Page • Form Submit (E) 0.01 % (t 16%) 3 (0%) search trafnc PDF Downloads (E) 0.01 % (l 71 %) 2 (175%) search traffic & Septembe~ 2018 Paid Media Workflow Summary Facebook Ad Metrics Results Reach 4,128 Link Clicks 112,129 Visit Carlsbad Sponsored · 0 Impressions 147,320 --------------Cost per Result S0.23 Per Link Click Budget Amount Spent $32.00 $954.80 Daily We saw significant improvements with CPA, reach, impressions and unique link clicks, while spending about the same amount in ad spend. This was mostly due to continued refinement of audiences, updating ads and continuous optimization. Carlsbad, CA -North County San Diego's Coastal Getaway AmHlng Accommodations to Sult Your Style Learn Moro Seven MIies of Coastline w. Beaches For The Family Ad Performance The Visit Carlsbad carousel Face book Ad was the top-performer last month, with a $0.23 CPC and 3.68% CTR .&. September 2018 Paid Media Workflow Summary Google Ads Metrics COST PPC CLICKS PPC IMPRESSIONS COST / CONVERSION S .$6,717.44 4,712 1,510,042 $18.20 flrovious pN,od Previous yoilr Previous ponod Previous your 70% A N/A 543" A N/A AVERAGE C PC PPC CT R Previous poriod 69.88% A Provious yoar $1.43 0.31% Previous poriod 73.97% A Prcw,ous yonr N/A Previous poriod 0.01% A Prov,ous yoilr N/A Provoous poriod •73.59% V P revious yoar N/A In September we saw a substantial uptick in impressions that increased visibility and outpaced the increase in monthly budget. Along with budget and keyword bids, a key optimization we made this past month focused on audience targeting. Audience expansion is one of our top priorities in order to open up potential traffic that could lead to more qualified conversions. These changes are showing promise for further advantages going forward. N/A .& September 2018 SEO Workflow Summary .Below is a summary of tasks we have completed during the month of September (a full detailed list can be found_ In Basecamp): _,,, • -SEO: Cont.ent Outreach -New publisher relation·shlps were made. Our SEO outreach team was able to place three articles-for VisltCarlsbad.com. · • • As part of this dellverable,,our team negotiated our content into the_three publishers' editorial calendars. • We created and edited the content. , • Our SEO team edited the contentto get maximum benefit for SEO purposes, focusing on a specific group of keywords. • Published contentgen·erates ongoing backllnk citations, which alongside the on page optimization fuels ranking Improvements. • SEO: On Page .Optimization -· We crawled the website and confirmed our title tags / meta tags were Implemented. In certain.cases our.team adjusted or Improved.those on page elements. We also conducted-weekly SEO checks on the blog and site for any changes that could prompt a review. More details ln-Basecamp • .,.. • SEO: Content Creation -Three posts created' and published for Vlslt carlsbad. • SEO: Analytics -Ongoing monitoring and management of Visit Carlsbad's analytics. .&. SEO Visit Carlsbad Keywords Review Keyword Sept. 2018 Google Rank;ng Carlsbad, CA hotels 3 = hotels in Carlsbad California 5 -1 Carlsbad restaurant 2 = Carlsbad California 1 = Carlsbad resort 4 +1 Carlsbad restaurants 3 -1 Carlsbad resort 4 +1 Resorts Carlsbad CA 2 = Carlsbad mall 5 +2 Source: SE Rankings Scraped Rankings Aug. 2018 Google Rank;ng 3 4 2 1 5 2 5 2 7 Comparison: Today vs. last month We've continued to nurture our core keyword groups, while at the same time optimizing new branches of keyword groups based on our ability to expand content through the site and update the on page SEO. Here are a few examples of some of those high search volume keyword phrases. PLAN OF ACTION @$ • Optimizations for Facebook and Google Ads '(j)\ I /; ... ---. • Explore new Google ad format opportunities f,.~~ • Ongoing website Improvements & UX testing ~ \1 • Maintain content creation Group Sales Report FY2019 -Summary LEAD DATE MTG DATES COMPANY NAME 7/2 JAN 2019 Symantec ECS Leadership Meeting 7/6 FEB 2019 RMW International Winter 2019 Event 7/6 JAN 2020 Mitchell International Kick Off 2020 7/13 NOV 2018 Voice Finders Workshop 7/15 MAR 2019 2019 Create Powerful Training 7/16 FEB 2019 Amphenol Managers Meeting 2019 7/18 JAN 2019 Andrea Milrad and Scott Heilwell Wedding 7/19 FEB 2019 Dexcom Global Leadership Meeting 7/19 OCT 2018 prAna Fall Sales Meeting 7/20 FEB 2020 Jaeger Lumber - 7/20 MAR 2020 Jaeger Lumber -Key Accounts 7/20 OCT 2019 Moms in Prayer -Awaken Hope 7/20 JAN 2019 Kiehls' 2019 Natl Sales Meeting 7/23 MAR 2020 2020 IFEBP Spring Board Meeting 7/23 MAY 2019 Hines 2019 Global Property & Facility Managers Conf 7/24 NOV 2018 Valeant-Salix Fall Coaching Summit -West 7/24 May 2020 Paynewest -Network Builder 2020 7/25 AUG 2018 DHL Ambassadors Club 7/26 DEC 2018 Dignity Health 8/1 JAN 2020 Edify Meeting 2020 8/2 APR 2019 ATIS Anni Mtg of the Committees (AMOC) 8/3 OCT 2018 Avanos Medical IVP QBR 8/9 JAN 2019 Annual Leadership Conf-Goodwin Recruiting 8/9 NOV 2019 Eisner Amper 19 Nov Partner Advance 8/10 APR 2019 Bioventis Science Summit 8/13 FEB 2021 Avanos Medical 2021 ASM 8/13 MAY 2019 Exectech Masters Course 8/14 MAY 2019 San Diego Dermatology Conference 8/14 MAY 2019 AFOP Rocky Mountain Hi Assn Anni 8/15 SEP/OCT 2019 Independent Dealer Broker Consortium 8/19 NOV 2018 CA State Floral -courtesy block Leads Sites SOURCE Sales Sales HB event event event event Sales event Dest West Dest West event event event event Sales Sales event Sales event event HB HB HB HB HB HB CD HB Dest West Sales 53 7 RNs 465 25 607 13 360 467 84 45 150 405 229 65 669 955 750 230 870 13 1,568 479 440 54 68 651 143 2471 495 150 110 219 15 PPL 150 150 450 40 90 160 125 175 85 68 52 500 200 220 250 100 400 13 600 100 200 18 17 200 80 575 200 100 100 85 10 • Definites Definite RN HOTELS SOURCED Hyatt, Omni & Wstn Hltn, HGI, Omni, Hyatt & Shrtn Omni, Shrtn & Wstn Hltn, HGI, Omni, Hyatt & Wstn Hyatt, Omni & Wst n Hltn, Omni, Hyatt & Wstn Hltn, Hyatt, Omni, Shrtn & Wstn Hltn, GPP, Omni, Hyatt, Shrtn & Wstn Hltn, Omni, Shrtn & Wstn Hltn, Hyatt, Omni & Wstn Hltn, Hyatt, Omni & Wstn 12 hotels Hyatt & Wstn Omni Omni Hltn, Omni & Hyatt Hyatt, Omni & Wstn Four Sns & Hyat Omni Hltn & Omni Hltn, Omni & Wstn Omni Hltn, 4 Sns, Omni & Hyatt Omni, Hyatt & Wstn Hltn, Omni, Hyatt, Shrtn & Wstn Omni Hltn, Omni, Hyatt, Shrtn & Wstn Omni, Hyatt & Wstn GPP, HGI, Omni & Shrtn Omni & Hyatt Fairfield Inn 6 2,858 STATUS (DEF, TENTATIVE, LOST) LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD . MGR 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 GROUP INCENTIVE? (Y/N -AMT) Y-$4000 N Y-$3000 N Y -$4000 Y-$4000 Y -$2000 N Y-$2000 Y-$4000 Y -$3000 N-Cbad only Y -$4000 N-Cbad only Y -$4000 Y -$3000 Y -$6000 N Y-$6000 Y-$4000 Y-$4000 Y-$1000 Y-$1000 Y-$4000 Y-$2000 Y-$6000 Y-$4000 Y-$2000 Y-$2000 Y-$3000 N J t . , . . Group Sales Report Leads 53 Definites 6 FY2019 -Summary Sites 7 Definite RN 2,858 8/19 OCT 2019 PWOA HB 245 100 Shrtn LEAD 1 Y-$3000 8/20 OCT 2018 SCMP Fall 2018 HB 105 35 Omni & Wstn LEAD 1 Y-$2000 8/22 SEP 2019 ACSA Women in School Leadership HB 329 250 Hltn, Omni & Wstn LEAD 1 Y-$4000 8/24 FEB 2020 Active Cosmetics Division of L'Oreal NSM event 1035 330 Omni, Hyatt & Wstn LEAD 1 Y-$6000 8/24 OCT 2019 2019 Insurance Roundtable -Ameriprise Financial LMS Mnpls 374 145 Omni, Hyatt & Wstn LEAD 1 Y-$4000 8/25 NOV 2018 Symetra San Diego Meeting event 60 30 Hyatt & Wstn LEAD 1 Y-$1000 8/28 FEB 2019 Kannaway Sales Conf San Diego event 120 1000 HGI, Hltn, Omni & Shrtn LEAD 1 Y-$2000 8/29 Fall 2019 Kaiser Permanente Hotel 350 275 Omni LEAD 1 9/3 APR 2021 WMMA-2021 Woodworking Industry Conference HB 785 250 Hltn, Omni, Hyatt & Wstn LEAD 1 Y-$6000 9/4 APR 2019 UHG Optum Meeting Amex 422 400 Omni CXL 1 N 9/4 SEP 2019 Bracewell LLC HB 555 185 Hyatt, 4 Sns LEAD 1 Y-$5000 9/5 JUN 2022 L-TEN 2022 Annual Meeting HB 1601 900 (Too space intensive) LOST 1 N 9/6 JAN 2019 AJGA at Vista Valley event 105 78 Hmptn, HI, Hmwd Suites, Hyatt Pie, Rsdnc, Stybrdg LEAD 1 9/17 OCT 2019 Ozenbaugh/McDonald Wedding Sales 45 150 Hltn, GPP, Omni, Hyatt, & Shrtn LEAD 1 N 9/17 MAR 2020 Northwest Mutual -Managing Partners 2020 CD 600 260 Hyatt LEAD 1 N 9/17 FEB 2019 Foursquare Church -2019 District Admin Training event 42 20 HGI, Hyatt Pl, & Shrtn LEAD 1 N 9/18 MAY 2019 Fresh Sales Meeting 2019 Cvvent 266 100 Hyatt & Omni LEAD 1 Y-$3000 9/19 MAY 2019 2019 FMDA Annual Meeting event 150 75 Hyatt LEAD 1 Y-$2000 9/24 JUL 2021 CA Assn of Health Facilities & Quality Care Health Fdtn Sales 572 350 Shrtn & Wstn LEAD 1 N 9/17 APR 2019 Ameriprise -2019 401k Success Conference LMS-Mnpls 389 172 Omni, Hyatt, Wstn LEAD 1 9/25 FEB 2019 Symantec Advisory Council* Sales 120 35 4 Sns, Omni, LEAD 1 Y-$2000 9/25 OCT 2019 HIG Global Community Summit HB 1912 600 Omni LEAD 1 Y-$6000 23,447 11,253 LEADS 53 Definte Room Nights HOTEL GROUP INCENTIVE? EAO OATI MTG DATES COMPANY NAME RMN (Y/N -AMT) 3/27/18 3/9-14/2019 CA Seed Assn Omni 340 150 Y-$4,000 5/24/18 1/2S-31/20E Adventist Health Westin 343 250 Y-$4,000 2/22/18 1/12-19/201 C Syneos Health -Global Leaders Summit Omni 1,000 375 Y-$6,000 5/10/18 2/10-14/19 ACell, Inc. Wstn/Shrtn 619 250 Y-$4000 5/22/18 12/5-6/2018 LA Territory Fall Planning -State Farm Omni 250 220 Y-$3,000 3/10/17 2/14-21/19 Great Clips Omni 306 200 Y-$4,000 2,858 1,445 CLIENT ACTIVITY REPORT I VISI I C!\f~l Sl)1\U I SI 1111 Hill I•: ill I~ WAGSTAFF WORLDWIDE w GOALS • Increase awareness for Carlsbad, CA, ultimately driving consideration and booking, and supporting business goals • Establish Carlsbad as a must-see destination in California by promoting key differentiators including Carlsbad's heritage as a hub for action sports, growth as a hot spot for creativity from Silicon Village, unique culinary and wellness experiences, and offerings lo travelers and corporate groups • Generate robust media coverage nationally-and in key feeder markets (Los Angeles, San Francisco, Phoenix) lo share Visit Carlsbad's key messages with target audiences • ·continue to drive engagement from residents of Orange and San Diego county through local events and experiences, supporting local porlners and the local culture overall WAGSTAFF WORIDWIOE f CLIENT ACTIVITY REPORT RESULTS • Secured 14 placements in national and local media, garnering 166,675, 143 media impressions and on estimated ad value of $1,538,491.56 • Secured coverage highlighting Carlsbad's wellness offerings in U.S. News & World Reports, MSN, and Yahoo! • Secured Petal to Plate coverage in Herbal Remedies ; highlighting Carlsbad as a culinary destination • Secured coverage highlighting local events, openings, and activities in San Diego Union Tribune, Tripsavvy, The Groove Gen, and The Vivant 3 MEDIA IMPRESSIONS, EAV, AND PLACEMENTS ~~~~t~~\' ~ YEAR TO DATE MEDIA IMPRESSIONS 248,258,271 ~ YEAR TO DATE EAV $2,307,720.21 • •• MEDIA IMPRESSIONS TH IS MONTH 166,675,143 aaa ~ EAV THIS MONTH $1 ,538,491.56 Ill YEAR TO DATE PLACEMENTS 28 ~ PLACEMENTS THIS MONTH 14 WAGS!Aff WORIDWIOf. I CLIF.Nl ACllVITY Rf.PORl 15 H•rHHI Y Pf~OIJFRTY INCLUSlot~ Omni La Costa, 4 Park Hyatt Aviara, 5 Sheraton Carlsbad, 2 WAGSTAFF WORlDWIDE I CUENT ACTIVITY REPORT 13 Attractions, 3 Events & Festivals , 5 j Shopping , l ~ I Outdoor Activities , 5 f" Spa & Wellness, 7 WN3STAff WORIDWIOE I CUENT ACTIVITY REPORT 14 QUARTERLY REPORT I \/ I S I I C 1\ I~ I S I : 1\ 11 l) 11 ) l 11 / ; 11 lP: WAGSTAFF 'N CJ I< I. lJ W I IJ l. MEDIA 1Mr)1~1_ss1m~s EAV AN • 1)1 ~\CEMEr~Ts WAGSTAFF \ 1 -,•, h I 'l ', I 11 YEAR TO DATE MEDIA IMPRESSIONS ~ 248,258,271 -$2,307,720.21 YEAR TO DATE EAV -[(i) MEDIA IMPRESSIONS THIS QUARTER ~ 248,258,271 -$2,307,720.21 EAV THIS QUARTER -[(i) PLACEMENTS THIS QUARTER lg 28 MOST FEATURED THEMES &I Outdoor Activities (15), food & Beverage (13), I Attractions (12) MOST FEATURED PROPERTIES °' Park Hyatt (6). Omni La Costa (5) MEDIA VISITS • 3 •• II& WAGSTAFF WORLDWIDE I QUARTERLY REPORT ' QUARTERLY PROPERTY INCLUSION '.~,~G~,TA:: Omni La Costa, 5 Park Hyatt Aviara, 6 Sheraton Carlsbad, 3 WAGSTAFF WORLDWIDE I QUARTERLY REPORT 4 QUARTERLY THEME INCLUSION ~.~~~,~-~fif [ Events ~esliva~ a] [outd~r Activities, 1 s j [F&B, 13] fspo & Wellness, ? I WAGSTAff WOllDWOI: I OUARTCRLY REPORT 5 I PUB LIC R ELATIOrlS CALEt~ DAR ~~,~~s?,:J \11, Ir 1,: :i · ! l Ir 1 • ______ ,f:: •-•----• ,\r• I ,~11 I rl, :1!•,!1,1,; I',, I '•.I I' I• FY 2019 Carlsbad Visitor Center Stats Foreign Total US Visitors Visitors Visitors 2018 ~uly 604 50 654 Aug 590 84 674 Sept 498 100 598 - Ql Total 1,692 234 1,926 ~ --Oct -Nov -Dec ---- Q2 Total Ql,2 Total 1,692 234 1,926 -2019 - Jan Feb ---Mar --Q3 Total - April May June ---Q4 Total Q3,4 Total Grand Total 1,692 234 1,926 Jul-17 691 77 768 Aug-17 739 124 863 Sep-17 572 96 668 Ql FV18 2,002 297 2299 FY 18 Tot als 2,002 297 2,299 Lodging Emails Phone In Referrals 276 81 20 186 82 14 179 73 11 641 236 45 641 236 45 641 236 45 , 303 87 16 227 88 13 318 63 8 848 238 37 848 238 37 LL EXHIBIT 4 vfslr.. ~earls bad No. of Vol Referrals Vol Hours 19 55 141 34 58 149 9 51 136 62 164 426 62 164 426 62 164 426 22 59 153 43 63 176 6 59 138 71 181 466 71 181 466 10/10/2018