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Home My WebLink About2021-04-14; Carlsbad Tourism Business Improvement District; 01-21-201; Visit Carlsbad Quarterly ReportsAB# 1-21-201MTG. 4-14-21 CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL CTBIDSTAFF Visit Carlsbad GENERAL COUNSEL QUARTERLY REPORTS RECOMMENDED ACTION: Receive reports and provide feedback. ITEM EXPLANATION: ........ (LSV The CTBID contracted wi1h Carlsbad Convention and Visitors Bureau ("Visit Carlsbad") to provide various tourism services. The contract requires Visit Carlsbad to provide the reports to the CTBID. At its February 23, 2017 meeting the CTBIB Board asked that the following most recent reports be a standing item on the CTBID Board meeting Agendas: •Year to Date Budget to Actual •Digital Marketing (includes website traffic)•Group Sales {not applicable at this time)•Public Relations (not applicable at this time)•Visitor Center {not applicable at this time) Attached at the Exhibit is the report for quarter ending March 31, 2021. 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.Visit Carlsbad 2020/21 03 Report DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov 41f- fcARLSBArs-t, -ET 2020/21 C23 REPORT April 14, 2021 _ Visit Carlsbad FINANCIAL SNAPSHOT ArirT,1#' Revenues Budget July - March $600,000 Budget Savings (July - March) $266,664 4 Deffered Payments of $66,666 $18,362 YID Budget Savings $288,578 Total Savings Q1/02/C23 Total Expenses July - March $314,974 Fiscal budget $125,698 City Recovery Funds 2020/21 Total Expenses by Month July August September October November December Budgeted $54,678 $53,628 $64,353 $66,003 $61,528 $54,028 Actual $12,546 $30,198 $40,799 $25,578 $53,674 $25,224 ivIontly Savings $42,132 $23,430 $23,554 $40,425 $7,854 $28,804 January February March Budgeted $59,578 $57,978 $81,281 Actual $33.812 $26,237 $43,630 Montly Savings $25,766 $31,741 $37,651 City Recovery Fund Remaining Funds $250,000 $125,698 Visit Carlsbad DIGITAL CAMPAIGNS RECONNECT WITH SOMETHING SPECIAL RECONNECT WITH SOMETHING SPECIA Seven miles of pristine beaches and trails Seven miles of pristine beaches and trails LEARN MORE CARLSBAD 11 ! EXPLORE MORE Or CARLSBAD CALIFORNIA -1.11 I / 1--r7.1". • rtf THE PERFECT STAYCATION DESTINATION CARLSBAD GALLING CARLSBAD IS CALLING Day Week Month gzi, Explorer Navigation Summary Pageviews • VS. Select 0 metric •Pageviews 1.500 March 2021 August 2020 January 2021 October 2020 February, 2021 September 2020 November 2070 December 2020 Secondary dimension • Sort Typ:,: Detach • ITT1 O advanced UnIque Pageviews Avg. Time on Page Page PagevIews Entrances Bounce Rate % Exit Page Value 0 1. /carlsbad-ls-calling/ 72,372(lmo%) 57,045(100.00'.1) 00:01:08 54.722000110-4 69.42% 74.01% $0.00 (0.00%) Over 72,000 Pageviews YTD Primary Dimension; Page Other - 72,372 57,045 0-0071-0-6 E4:122 69.42% 74.01% $0.00 of Total: ti 07. li of TotAl 111 97'4 Avo for View: 00:1.11.29 51 of Total: 14.93% AVO Mr View: 55.50% Avg tot View: 60.1&i 7. of Total: 0.00 b (009933) (519.703) (-23.7014 (365,0391 (22.45%) f73.1.1%) ($0.00) 3131R1.1 Clic, Underwood Ratho Pandora Digital Radio March - May 2021 Campaign Launch •Products: Mobile Video & Mobile Responsive Display •Targeting: 30-65+ Los Angeles/OC DMA Arizona, CA and Nevada, Leisure Travelers Interest HHI 100K+ March Results: 790,000 Impressions, 6,200 Clicks, 2.01 Frequency, Video Completion Rate 65% RECONNECIWITHSOMEMINGSPICIAL -- (AMAMI Hulu :30 CTV Spots February / March 2021 hulu •1M Impressions •Los Angeles DMA audience •Leisure/Family Travel HH Income 100K+ About Carlsbad spiotatrtt:air”ce.:5,1:rtes "there, rgat ='-‘x - t-st:tvoray. Ture.ra eat-into:mit et tSe ce..r.ii,d11/4.1w4ma dr. rame.--=, :Ns Ian lake; tt,-Aterr -Cirbbid ,pic.,-”matlet ,===. woo writ! !-**7in Tripadvisor February / March 2021 •2.6M Impressions •19,800 Click-through Visits •Flight dates run through end of fiscal year (June 30, 2021) it DREAMS WELCOME. EVEN WIDE OPEN WOW ONES. ALL DREAMS WELCOME, EVEN SELP-GUIDED ONES. RECONNECT WITH SOMETHING SPECIAL Stunning Resoris and Hotels a 2=4 t' `95-T-•-•!•ej , - • LEARN MORE AU- DREAMS WELCOME. EVEN OPEN AIR ONES. Behavioral Retargeting Campaigns Visit California Partnership Campaign 11111 'Zs-Carlsbad GET OUTSIDE IN CARLSBAD CALIFORNIA D:14.11 leo+ *co tow,...acr.0 • ogas.6 • er., Pp., v.• V NI • Te, Gent Se od Tt•-•u- W r.:c7 Co.sped Cf.me D:v re The Gro: ar.days :n Ca f obiaS. CA 7 : C7.1r-r7t,7V •41 • Visit Carlsbad saw • • Get ontaide and breathe the ocean air. DISCOVC3 7 miles of beaches & lanoline coastline in Carlsbad, CA. ( LEARN MORE ) VISCrCARLSAD.COLI The Hidden Gem of SoCal Y3c1 Meld:A rs,:ap.7 AMR.; •-.41 1'0 • riN nRIV4i0t/St t.t L cAAlinAn ame;;;D.clu..1 kat , , "-• • .•'• it,c4fy The Outdoors Await Your Return Restaurant Campaign Outdoor Campaign ‘cai llsbad OUTDOOR ACTIVITIES IN CARLSBAD CARLSBAD CARING EXPLORE THE BEST RESTAURANTS IN CARLSBAD Vor tr:9 caload 1 CARLS§AD is CALLING Expedia 2021 Q4 Ca-op Campaign Launch COI= Cot staled for Son Diego - Irate! dof COrcrlack, Coot& Cotlet6on by LtOfl ... Shoralon Son Ditpo Hotel & Ntortna SAN DIEGO Catch a wave or catch some rays. San Diego awaits! Bost %Yr-L.:ern /left. of Son Do bo Sabot hotel orlon, In Corlrbod 'CUM •••••,••••••••••••••••••••••1,4•••••.• two. tyve. du.. yrs • I -- ,••••• '''' • BW oestwestrm boob filmorn E • xpedsa vat bearst i al lira 144 Ct. Sitar< heuilaff.• bs ri ng 1%11 tat clmigiatamosom... •••••••••••••••••• S Carlsbad Carlsbad is calling San Diego's finest beach town 160x600 Cartelatt AMMO i.artsbad 0400/0". ger=a A IP tomeAmr0 tatocAt! eftnerl t ...we • 300x250 720x90 it; carlsbad Expedia Custom Carlsbad Landing Page Campaign Launch I). A A.1-.11).‘Al CARLSBAD () LiALLI VI Li .,14;_e3SSIMEs",...salistiSrat i •"lijigfr .7 4•Lataig.CtiW "Ai • • t Cmattmia nstitno carithad rt ^ ..nvact ie, • SO - a itialla _a.** -.14 r 300)0.50 Visit Carlsbad WEB STATS F.wwy 2O21 Users New Users Sessions 72.8.2% 77.07% 74.54% 120,351 vs 60,638 119,441 vs 67,454 138.651 vs 741,440 Number of Sessions per User Pageviews Pages / Session 0.99% 54.93% -11.23% 1 15 u• 215.843v:I u,313 1.56 vs 1.75 Mare, 2021 New Visitor Returning Visitor .In 1,2021 - Mar 31, 2021 Website Traffic Over Previous Quarter YOVCC31aNIPARISONS Weis •••• VS. Select a rnelfic Jan 1,2021 - Mar 31,2021: • Users Jan 1,2020 - Mar 31,2020: 6 Users 6.000 YoY Goal Fluctuations _20% 28,544 vs. 35,470 Total goal completions Mnrcb 202 i +49% 2,072 vs. 1,393 Plan Your Stay - 1st Step - Submit (E) Similar to last quarter, we're seeing a YoY increase of users staying on the website to explore booking options, indicating more of a research mindset Hourly Day Week San Diego County moves to red tier, additional reopenings permitted +5% 5,991 vs. 5,692 Other Listings - Visit Their Website - Click (E) 4.000 2,000 YoY Website User Fluctuations Traffic returning to regular levels prior to Valentine's Day and President's Day February 222 -23% 15,149 vs. 19,758 Outbound Links - Click (E) Jan 1, 2021 - Mar 31, 2021 Channel Groupings Organic search across all relevant web browsers increased YoY, consistent with the rise in demand as the vaccine roll-out has progressed and additional re-openings took place throughout the quarter. The rise in tourism and travel is expected to continue to grow substantially throughout the spring and summer. Top 5 Goal Completion Sources for Q3 FY2021: 1.Google Organic: 15,270 (+35% YoY) 2.Facebook Ads: 3,727 (+88% YoY) 3.: 1,940 (-1ci,; YoY) 4.Bing Organic: 694 (+23% YoY) 5.Yahoo Organic: 570 +1% YoY) •Social •Organic Search ra Display Direct EE Paid Search IS (Other) Referral Email Jan 1, 2020 - Mar 31, 2020 Source: Google Anolytics Paid Social: Budget Recap Facebook Q3 FY2021 Ad Set Name 0 Results 4. - Reach Impressions Cost per Result Amount Spent Carlsbad Is Calling - Driving Distance 25+ - Hotel 36,929 Landing :"7.tge Views Deals Page - Driving Distance 25+ 8,720 Landing Pew Views Deals Page - Driving Distance 25+ (New Campai... 6,003 Landing Page Views 724,008 222,723 146,764 1,698,384 80.14 Per Landirip !rage 373,073 $0.14 Per Lending Page 229,577 $0.15 Per Lending Paga V. • 85,218.20 81,186.62 8909.59 Sessions -41% Users -34% New Users AVG Session -34% Duration Pageviews -38% (no change) 138,651 vs. 235,396 120,351 vs. 181,644 119,441 vs. 00:00:52 vs. 181,516 00:00:52 215,843 vs. 347,374 Conversions •••• Coot / cony. • Top Search Keywords •[carlsbad californial 1,220.40 $5.22 4 2.89643 1$3.20 •[hotel en san diego] 40.00 $146.71 r 31.00 $21.44 0 C 24.50 $204.82 319.07 *$192.74 •(sari diego san diego] 6.00 $228.37 t 6.00 r 6225 37 •[things to do in san diego cal Goole YoY Campaigns 0 Elevated • Search Slay Elevated - Display - • Elevated • Search - • General Target CPA Experiment •Elevated • Search - Prospecting Clicks CT R 362 13.11% t 362 13.11% 59 2.28% t 59 t 2 28% 488 7.99% e• 471 16.74% 111 4.28% *111 4.281 88 11.76% 88 *11.76% Cost ••• Cost w' 9811.39 I ;81, 29 521 25 $472.41 •$412.41 Facebook Q3 FY2021 cost per • Ad Set Name * Results ,I, + Reach Impressions Amount Spent Resutt Carlsbad Is Calling - Driving Distance 25+ - Hotel 36,929 724,008 1,698,394 50.14 $5,218.20 Landing Page View*: Per Landing Pail,: V! Deals Page - Driving Distance 25+ 8,720 222,723 373,073 $0.14 $1,186.62 Landing Page Views Per Landing Pecs. Vi... Deals Page - Driving Distance 25+ (New Compel._ 6,003 146,764 229,577 $0.15 $909.59 Landing Pnge Views Per Landing Page Vi.. Explore Beautiful Carlsbad, CA A Paid Media Google Search January was the first month we started to run ads again after a short hiatus in December. We tested bidding strategies and shifted our focus to outdoor messaging which helped performance start to pick-up. •Messaging expanded to serve the Hotel campaigns and in February, performance ramped up further to start being closer to historic levels through March. The General Campaign was struggling to perform as it did pre-pandemic, but there was steady improvement toward the end of the quarter. Budgetary allocations were prioritized more on the Stay Campaign based on overall results. We kept a portion of the budget in the General Campaign to ensure we were still showing up based on relevancy to capture qualified traffic. Display •Display maintained moderate performance improvements throughout the course of the quarter. •While we did see segments where ad spend increased for ad space served, the performance of the campaign yielded consistent results. Overall -Compared to last quarter, Search saw an increased CTR by +4.8% with a subsequent +21.2% increase in tracked conversions. While the CPA is still higher than YoY historic metrics, it's promising to see the turnaround as things are opening back up. Display saw a lift in impressions by +23.88% compared to last quarter as well per ad spend so we were able to expand our reach this quarter over the last for similar spend. Visit Carlsbad • • • Plan your getaway in Carlsbad, CA. There's something for everyone. A Paid Social Facebook •In the beginning of January, we shifted focus to prioritize the Driving Distance campaign based on performance. •Gradually the Deals page was reintroduced into the rotation of landing page targets and then ultimately separated into its own campaign to have dedicated ads served for this page as performance ramped up. Return on Traffic costs showed that both landing pages had a healthy cost per landing page view. •The general awareness campaign (Carlsbad is Calling) is able to better take advantage of this budget and have improved reach and impressions for the same target audience. Month-over-month, we saw improvements at the beginning of the quarter and honing in on a steady traffic cost from February to March. Quarter to quarter, we saw improved ad spend efficiency with the Driving Distance campaign due to it being a wider target and it's expected to serve traffic at a better,rate compared to a more localized target with higher competition. ViSiTCARLSaAo.com The Hidden Gem of SoCal Your Overdue Escape Awaits LEARN MORE ) Visit Carlsbad VISITATION City Of Carlsbad Monthly 4 of Unicorn Viggo Hotels & Resorts Daily tt of Union° Visitors Comparison Q3 Competition Comparison .._„ 7 ,:re City Comparison Bar Chart Visit Carlsbad THANK YOU