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go!cvb 2014/2015 ANNUAL REPORT
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OUR MISSION...
OUR VISION...
Build partnerships, identity, and destination demand to create visitor-driven stimulus for the economy of the Greater Ontario region.
Greater Ontario is the destination to meet, explore, and connect in tomorrow’s West. We are trusted, responsive and collaborative experts providing tailored and unbiased information on the region.
CONTENTS 2
Chairman’s Message
16
Tradeshows, Roadshows & Customer Events
3
President & CEO’s Message
18
Collateral/Websites/Videos
4
Leadership Team
20
Digital Marketing
6
Five-Year Strategic Plan
22
Signature Events
9
2014/2015 Highlights
24
Meeting & Convention Sales
9
Tourism Marketing District
26
Post Convention Feedback & Customer Surveys
10
Economic Impact
29
Tourism & Leisure
12
Market Conditions
30
Finance
13
Public Relations & Communications
31
What’s Next
14
Marketing & Advertising
32
Key Goals
CHAIRMAN’S MESSAGE The Greater Ontario hospitality industry is growing in leaps and bounds. In fact, there has been such rapid growth that organizations who track lodging, such as PKF Consulting USA, have identified the Greater Ontario area as a sub market for reporting purposes. The economic recovery for the Inland Empire region continues and that is having a positive impact on hotel occupancy and the average daily rate. According to IHS Global Insight the region is growing at an average annual rate of 4.2% through 2020, beating out Phoenix and Houston. Over the last twelve months the Greater Ontario Convention & Visitors Bureau has continued to achieve the goals set forth in the original five year strategic plan – in fact it has gone above and beyond those goals and continues to seek new ways to drive visitor traffic to the region. It’s hard to believe only a few years ago the Tourism Marking District was created. Seven websites, five non-profits, four signature events, and a few staff members later the Greater Ontario Convention & Visitors Bureau is not only up and running but it’s knocking it out of the park. The first year estimated budget was $1.8 million, but the actual was $2.1 million. The increase in overnight stays has had an economic impact to the region that has city, county and state officials taking notice, over $52 million in fiscal 2013/2014. The economic impact for the first year was 23:1 return on investment. Anticipated income for this fiscal year is $2.5 million. The economic impact to the region for 2014/2015 is $69 million.
KAREN PEDERSEN
We are well positioned to continue optimizing all the region’s assets in a comprehensive and tactical approach to promote Greater Ontario as the destination of choice for visitors, meeting professionals, and event organizers. This annual report will detail the year in review and provide the insights needed to continue our upward movement.
PRESIDENT & CEO’S MESSAGE At the Greater Ontario Convention & Visitors Bureau we continue to promote our region to visitors nationally and internationally. A tourism marketing district was formed to provide the funding for marketing the unique destinations and amenities in our area in able to entice visitors to stay in our hotels, dine in our restaurants, shop, and overall enhance our local economy. The Greater Ontario area hotels with 50 rooms or more pass-through an assessment fee, not a tax, to the room occupant. There are 47 hotels in the City of Ontario and 8 hotels in the City of Rancho Cucamonga that participate in the tourism marketing district, totaling over 6,000 hotel rooms. The annual assessment rates are two percent (2%) of gross short term (stays less than 31 days) room rental revenue. We are well into our five-year strategic plan focusing on marketing initiatives and with the success of our signature events we feel confident our visitor numbers will only increase year over year. Since its inception in 2013, the Greater Ontario Convention & Visitors Bureau has experienced dramatic growth and has produced annual events such as Huck Finn Jubilee Bluegrass Music Festival, Route 66 Cruisin’ Reunion Car Show, Inland Empire Restaurant Week and Christmas on Euclid Experience to expand the destination’s brand awareness, attracting visitors to the area that increase hotel overnight stays.
MICHAEL KROUSE
Most recently, the Greater Ontario Convention & Visitors Bureau was awarded, by the State of California to build, own and operate a Welcome Center in Ontario Mills in 2016. This will provide the opportunity to interact one-on-one with new and returning visitors to our area and to build relationships. As destination experts we provide visitors, groups and meeting professionals with an unbiased, comprehensive resource when planning a visit within the cities of Ontario and Rancho Cucamonga, California.
CMP, CHME, CASE
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LEADERSHIP TEAM “Leadership is the capacity to translate vision into reality.” - Warren G. Bennis
The Greater Ontario Convention & Visitors Bureau Board of Directors meets bi-annually to oversee the strategic operations of our Tourism Marketing District. Made up of top leaders in the industry representing government, hotels, entertainment, and retail combined with years of business experience and a passion for the area, the Board of Directors provides vision and direction for our staff. Top professionals, area experts, and knowledgeable specialists make up the team that delivers on the vision and strategic plan for the Greater Ontario Convention & Visitors Bureau.
“Employees are your greatest asset – they’re your competitive advantage. Attract and retain the best.” - Anne M. Mulcahy
BOARD OF DIRECTORS
Karen Pedersen General Manager, Country Inn & Suites by Carlson
Bassam Shahin General Manager, DoubleTree Hotel
Al Boling City Manager, City of Ontario
Gonzalo Rodriguez General Manager, Aloft Hotel
Marc Smith General Manager, Ontario Mills
Michael Krouse President/CEO
Lorraine Chapman
Director of Strategic Alliances
Rhonesia Perry
Associate Director of Sales
Sean Keliiholokai
Director of Sales & Marketing
Sue Oxarart
Director of Communications
Denise Daves
Manager, Convention Sales
David Jefferis
Director of Finance
Angela Hui
Director of Market Strategy & Sales Operations
Arlette Garibay
Manager, Convention Sales
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FIVE-YEAR STRATEGIC PLAN OUR VISION-OUT: Greater Ontario is the destination to meet, explore and connect in tomorrow’s West. OUR VISION-IN: We are energized and inspired to work together as a team of experts in service to the Greater Ontario region. OUR MISSION: Build partnerships, identity, and destination demand to create visitor-driven stimulus for the economy of Greater Ontario. OUR UNIQUE VALUE: Greater Ontario Convention & Visitors Bureau is the trusted, responsive and collaborative expert, providing tailored and unbiased information on the region.
OUR VALUES INTEGRITY: We do the right thing, even when nobody is watching TEAMWORK: We are better as a team than we can be as individuals COMMUNICATION: We are open and active communicators and listeners TRUST: We earn trust, and give our trust EXPERTISE: Nobody knows more about tourism in the Greater Ontario region
OUR BRAND INTENTION THE GREATER ONTARIO CONVENTION & VISITORS BUREAU LEADS THE REGIONAL HOSPITALITY COMMUNITY BY: • • •
building trust through responsiveness, collaboration, and authenticity creating exceptional value through innovation, expertise, and strategic thinking inspiring through excitement and passion
STRATEGIC ANCHORS STRATEGIC ANCHORS 1
3
1
5
3
4
2
4
2
Build capabilities and Build performance capabilities and culture
Curate a portfolio of Curate a experiences
Deliver economic impact for our Deliverdestination economic
impact for our destination
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portfolio of experiences Create economic impact for our stakeholders Create economic
impact for our stakeholders
Reposition and enhance the brand Reposition
performance culture
and enhance the brand
FIVE-YEAR KEY INITIATIVES •
Create incentives to attract meeting professionals and increase bookings
•
•
•
Continue to attend targeted trade shows that provide the most opportunity for convention/ meeting lead generation
Continue to create engaging and informative digital content to attract new and repeat customers
Educate local hospitality industry on destination assets and as tourism experts to elevate destination experience
•
•
•
Incorporate pre and post-convention activity options that allow attendees to explore all Southern California has to offer
Continued development and expansion of sales & marketing efforts focused at drive and feeder markets
Connect with regional transportation networks and provide access to attractions, dining & shopping to promote a more green experience
•
Utilize California Welcome Center to promote destination nationally and internationally
•
•
An enhanced lead distribution process and added client services benefits
•
•
•
Continue to grow partnerships with tour and travel operators in emerging markets.
Continue to grow and expand cooperative marketing initiatives and partnership opportunities
Educate local residents on positive economic impact of visitors and engage non-tourism related businesses Continue public relations and brand recognition initiatives to drive visitation and economic development
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TOURISM MARKETING DISTRICT
2014/2015 HIGHLIGHTS Staying on course with the five – year strategic plan to increase room nights and boost the local hospitality market the Greater Ontario Convention & Visitors Bureau continues to achieve their goals. Our marketing campaigns are successful, trackable, and trending upward to get the word out. Our focus remains travel, tourism, meetings, conventions, and events that drive visitors to our region for overnight stays. Some of the Highlights this year include: • • • • • • • •
Exceeded group room night bookings by 11% Exceeded lead generation goal by 17% Total Economic Impact grew 13.2% year over year Increased attendance at Huck Finn Jubilee Bluegrass Music Festival by 13% Consistent messaging with in-house communications and public relations has increased the advertising value year-overyear by 7% Increased social media followers by 29% year-over-year Grew the database of recipients that receive our monthly newsletters to a total of 106,456 Attended 34 trade shows and customer events
The Greater Ontario Convention & Visitors Bureau is the official destination marketing organization for the cities of Ontario and Rancho Cucamonga, California to visitors nationally and internationally. With support from the hospitality industry a Tourism Marketing District was implemented and an aggressive five-year strategic plan focusing on marketing initiatives was adopted to bring visitors to the region, build brand and destination awareness while enhancing the local economy. As area experts we provide the necessary tools to execute a successful experience. We appreciate the collaboration and support of the cities of Ontario and Rancho Cucamonga, along with our many partners in the hospitality industry.
Total ROI Achieved 29 : 1 Goal 14 : 1 FOCUSED ON EXPERIENCE
Tourism
Conventions
Events 9
ECONOMIC IMPACT According to an article in the LA Times, the Inland Empire is poised to be the next big dog in the California Economy. Much of California is still struggling, but Riverside and San Bernardino counties are experiencing a growth spurt that’s already among the fastest in the state again. “The Inland Empire was among the regions hardest hit by the recession in California, but it has since added back jobs at a pace exceeded only by the flourishing tech hubs in San Francisco and Santa Clara,” said John Husing, Chief Economist for the Inland Empire Economic Partnership. In 2014, the State of California posted an unemployment rate of 7.2 percent, compared to 7.8 percent in the Inland Empire, according to the EDD. In the last year, the Inland Empire’s workforce has added a total of 50,500 jobs, including 15,900 in professional and business services (office jobs), 8,600 in leisure and hospitality and 5,200 in construction. The Inland Empire has added 19,100 jobs from January to June of 2015. (Source: California Employment Development Department)
Growth in hotel occupancy has been sparked by improvements to local travel, tourism, meeting and convention trades. Every event hosted in the Greater Ontario destination, whether a convention, music festival, car show, or tour introduces and brings new visitors to local hotels, restaurants, and local businesses. The results are a total economic impact of $69 million to the region. No industry in the region has grown faster in economic recovery than the logistics sector responsible for one-fifth of all new jobs. Soon QVC will be added to the retail giants such as Amazon.com and Macy’s who hustled in recent years to claim space in the region for their fulfillment warehouses. “E-commerce currently accounts for 7% of retail revenue”, Husing said, “it could eventually claim 35%.” The Inland Empire will continue to see migration as the coast remains too expensive. Jobs will come as well because the housing is affordable. Now is the time for all us to step up and show we are a big dog – let’s bark real loud, even though we do not bite. If you are a business person you can bet on the Inland Empire. It will continue to grow and with that growth will come more opportunity.
Total Economic Impact:
$69 million
“We have one of the fastest growing economies in the nation...” - Christopher Thornberg
EVERY EVENT INCLUDING
Founding partner of Beacon Economics
Conventions
Signature Events
Cultural Tours
BRINGS NEW VISITORS TO
Hotels
Restaurants
Local Businesses 11
MARKET CONDITIONS In 2014, the major hotel brands reported a 7% increase industry wide in Revenue Per Available Room (RevPAR). Based on Smith Travel Research, the City of Ontario hotels reported a 12.6% increase in RevPAR over 2013. The City of Rancho Cucamonga hotels reported an 11.3% increase in RevPAR over 2013. The Greater Ontario region is already above the industry growth average, and is anticipated to continue a strong and balanced future growth. According to the recently released March 2015 edition of PKF Hospitality Research’s (PKF-HR) Hotel Horizons®, the U.S. lodging industry will continue to achieve a strong growth in RevPAR during both 2015 and 2016 (PKF-HR is a CBRE company). The report further predicts that the composition of the factors driving the RevPAR is starting to shift with record-setting occupancy yielding ground to growing average daily rates (ADR). In 2015, Hotel occupancy will hit a record high with the RevPAR growth achieved by healthy increases in both occupancy and ADR, similar to the pattern seen in 2011. However, beginning in 2016, it is forecast that ADR gains will be the dominant, if not sole, driver of RevPAR growth through 2020. For 2015, PKF-HR is forecasting for the Greater Ontario region a 1.9 percent in occupancy, combined with a 5.3 percent rise in ADR, for a 7.3 percent boost to RevPAR. In 2016, the increase in occupancy is projected to slow down to just 0.6 percent, but the pace of ADR growth is forecast to improve to 6.3 percent. The net result will be a 6.5 percent gain in RevPAR next year. The 65.6 percent occupancy level PKF-HR is forecasting for 2015 is an all-time record for the 27 years STR, Inc. has been reporting U.S. lodging industry performance. At such lofty levels, it is natural that the pace of occupancy growth will slow down, and we will start to see prices take off.
GREATER ONTARIO 2015 FORECAST OCCUPANCY
1.9%
6.4%
FORECAST
ACTUAL
ADR
5.3%
7%
FORECAST
ACTUAL REVPAR
7.3%
FORECAST
7.3% ACTUAL
PUBLIC RELATIONS AND COMMUNICATIONS With a new focus on consistency in our messaging we are seeing improved results in overall media coverage for 2015. Utilizing social media, developing video recaps of events, and tapping into experts in the field keeps top of mind awareness for the Greater Ontario Convention & Visitors Bureau. Staying up to date with latest trends and keeping the messages fresh will continue to propel us forward to deliver our message at the right time. Engagement with your targeted audience starts with research, then creative messaging, and then follow up with surveys to
analyze the results. In 2015 a new program was utilized at Huck Finn Jubilee Bluegrass Music Festival to speak to and engage with the fans. Overall the photos and messages were seen by over 400,000 people over the course of four days. The key to relationships is experience, taking the time to listen, understanding your audience and then adjusting to effectively deliver the message. At the Greater Ontario Convention & Visitors Bureau we take pride in our interactions, connections, and rapport with the media, the local residents and business community.
MEDIA COVERAGE
2,127
ARTICLES
2,285,311,811 IMPRESSIONS
$53,147,392 AD VALUE
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MARKETING AND ADVERTISING Once the vision and goals of our strategic plan were established we created the annual marketing and advertising plan to best utilize the funds to attract visitors to our region. We continue to broaden public awareness of the Greater Ontario region in the travel, tourism, and meeting convention industries. The success of the campaigns created by the Greater Ontario Convention & Visitors Bureau are in the numbers and we have significantly increased value and impressions beyond our goals.
ADVERTISING
MARKETING
$30 million
TOTAL AD VALUE
MATTERS
$13 million
75% GROWTH
1.3 billion
IN BRAND AWARENESS THROUGH DIGITAL AND PRINT PLATFORMS
GOAL
IMPRESSIONS
10.3 million GOAL
G
reater Ontario is one of Southern California’s most versatile locations for professional and amateur sporting events. Motor racing, hockey, baseball, snowboarding, boxing, cheerleading… you name it, we can do it. With facilities that accommodate anywhere from 10 to more than 91,000 people, our experienced team and catering department continue to elevate the facility’s reputation as a premier sports and entertainment destination. Meet, explore and connect in greater Ontario, California. For more information on how to plan your next event, visit: discoverontariocalifornia. org/meetings
TOURISM • • •
American Tour and Travel Go Travel Hot Spot Travel
• • • •
Sunset Magazine Westways Biz Bash National Venue Exhibitor Magazine
SPORTS We can help you realize a whole new level of
nnect ore and co Meet, expl nia! or lif a C o, in Ontari
meeting success and fun in Ontario, California. Convenient airport access lets you fly right into the heart of Southern California’s best. A state-of-the-art convention center with 2,500 guest rooms within walking distance. Enjoy world-class shopping or explore the beauty of nature with our many outdoor destinations. All waiting for you when the business day is done.
• • •
Meet, explore and connect in Greater Ontario, California. For information on your next meeting experience, visit: discoverontariocalifornia.org/meetings
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Meet • Explore • Connect
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ROUTE 66 CRUISIN’ REUNION® – SEPTEMBER 18-20, 2015 See amazing hot rods, muscle cars, customs and classic vehicles as they park & cruise historic Euclid Avenue in downtown Ontario, CA. This amazing three-day Car Show is free to the public! Come on down and see what the buzz is about. There will be fun for the whole family with food, vendors, kid zone and two stages of free entertainment!
2000 E. Convention Center Way I Ontario, California 91764 909.937.3000 I 800.455.5755 I info@ontariocvb.org
CheerBiz News Ballroom Dance Magazine
Association News Collinson Media Meetings Focus MPI Sacramento Association Conventions and Facilities
• •
CVENT Meetings and Conventions Successful Meetings Smart Meetings Small Meetings Market
• • •
SIGNATURE EVENTS
ROAD TO CALIFORNIA “BEST IN THE WEST” – JAN. 21-24, 2016
For more information visit: discoverontariocalifornia.org/events
• •
MEETINGS AND CONVENTION
HUCK FINN JUBILEE®– JUNE 12-14, 2015 Enjoy Grammy award-winning artists such as The Del McCoury band and Dr. Ralph Stanley perform the second weekend of June at the beautiful Cucamonga-Guasti Regional Park. Stay for the three-day bluegrass music festival with events and vendors all throughout the weekend. Great family fun for the past 38 years, come make this year even better!
Experience the art, culture and creativity of quilting at its best at the Road to California “Best in the West” Quilters Conference Showcase at the Ontario Convention Center.
Sports Destination Management Sports Facilities Guide Sports Travel
• •
I.E. Restaurant Week Huck Finn Jubilee Bluegrass Music Festival
• •
Route 66 Cruisin’ Reunion Christmas on Euclid Experience 15
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TRADESHOWS, ROADSHOWS AND CUSTOMER EVENTS
2014-2015 GOCVB PARTICIPATION
Tech Support
• • • • • • • • • • • • • • • • •
Specialty
Corporate
Educational
CalSAE Seasonal Spectacular Collaborate Marketplace Collaborate Tech Summit Conference Direct Partner Fair Connect Destination California Direct Selling Association Annual Meeting Diversity Summit DMAI Annual Conference (Las Vegas) Experient EnVision with SMG GOCVB May Client Event Going On Faith Conference Helmsbriscoe Business Conference Helmsbriscoe Client Event Hospitality Sales and Marketing Association International MEET WEST IAEE Meeting Professionals International NCC Annual Conference and Expo
Associations & Government
• • • • • • • • • • • • • • • • •
Sports
Tradeshow
Tourism
MPI SSN Golf Tournament MPI SSN Mini Conference and Trade Show National Tour Association Convention + United Motorcoach Association Motorcoach Expo RCMA Aspire Regionals Rejuvenate Marketplace Sacramento Sales Call Select Travelers Conference Small Market Meetings Conference Smart Marts Smart Meetings Society of Government Meeting Professionals NEC Specialty In-Market Client Event TEAMS with SMG The Global Retail Real Estate Convention USSSA WACVB Annual Conference Educational WACVB Tech Summit
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SHOWS ATTENDED
30 REQUESTS FOR PROPOSALS LED TO 30,000 ROOM NIGHTS
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COLLATERAL/ WEBSITES/VIDEOS New websites, upgrades to existing sites, social media outlets and utilizing video to tell the story has significantly enhanced the Greater Ontario Convention & Visitors Bureau online presence.
Total Website Numbers: 222,037 Visits 163,631 New Viewers
Website Traffic Generated: 357 Room Nights Room Revenue: $35,013.84
ONTARIO/RANCHO 40,542 Visits | 38,171 New Viewers IE RESTAURANT WEEK 45,279 Visits | 36,410 New Viewers HUCK FINN JUBILEE 124,116 Visits | 79,982 New Viewers ROUTE 66 CRUISIN’ REUNION 2,097 Visits | 1,620 New Viewers CHRISTMAS ON EUCLID EXPERIENCE 10,003 Visits | 7,448 New Viewers
RESOURCE GUIDES OFFICIAL VISITOR GUIDE
100,000
Distributed (print and digital)
MEETING PLANNER GUIDE
10,000
Distributed at tradeshows and client events 19
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DIGITAL MARKETING A recent intercept survey conducted at Huck Finn Jubilee Bluegrass Music Festival revealed that social media was the driving force behind their knowledge of the event. Social media continues to expand and new platforms are created almost daily. Websites are the official expert to house all your messaging but it is the engagement of facebook, twitter, and Instagram that bring you directly into conversations with your audience.
1,525
PAGE LIKES
1,502
PAGE LIKES
9,175
PAGE LIKES
6,589
PAGE LIKES
2,298
PAGE LIKES
The increase of followers to our social sites is impressive. The newly created monthly newsletters are delivered to 78,027 for the Industry edition and 28,429 to the Community edition for a total database of 106,456. The content in these newsletters is educational, but delivered in a fun way so they are passed on to business associates and friends. Soon we will launch new efforts to increase the database numbers. By following trends and staying on top of new ways to engage with our audience we are keeping the Greater Ontario region at top of mind awareness.
21,089
9:41 AM
100%
Likes
423
Followers
1,647 Followers
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SIGNATURE EVENTS
$1.3 million
Economic Impact
$7.1 million
Economic Impact
$22 million
Economic Impact
$840,000
Economic Impact
Total Economic Impact 2014-2015
$31.2 million
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COMMUNITIES MARCH & OCTOBER
38,280
FESTIVAL ATTENDEES
200,000 EVENT ATTENDEES
12,000
EVENT ATTENDEES
Created and managed by the Greater Ontario Convention & Visitors Bureau and the local restaurant community, Inland Empire Restaurant Week is a 10-day dining event that showcases a variety of eateries throughout the Inland Empire. Participating restaurants offer special lunch and dinner menus at set prices, enticing new customers to sample their fare and enhancing the economic impact of dining establishments throughout the region. Held bi-annually in March and October. www.Inlandempirerestaurantweek.com. InlandEmpireRestaurantWeek IERestaurantWk IERestaurantWk
Huck Finn Jubilee Bluegrass Music Festival, produced by the Greater Ontario Convention & Visitors Bureau, is held annually on the 2nd weekend of June. Established in 1975 at the hands of a homegrown, Southern California family, the Huck Finn Jubilee Bluegrass Music Festival is a three-day gathering of true bluegrass and jamgrass music lovers. This unique festival showcases an array of musicians spanning across local, regional, and national Grammy® nominated and award-winning bands alike. www.huckfinn.com. HuckFinnJubilee hfjubilee
The Route 66 Cruisin’ Reunion® is Southern California’s ultimate weekend celebration of America’s love affair with the automobile and its world-famous highway, Route 66. Three days of cruising, contests, live entertainment, fabulous food and revelry make it one of the nation’s most extended, long-playing events of its kind. Held on the third weekend of September annually along historic, tree-shaded Euclid Avenue in Ontario, California, the Route 66 Cruisin’ Reunion is where classic cruisers, convertibles, hot rods, and wicked Woodies fuel a jampacked jamboree. www.Route66CruisinReunion.com Route66CruisinReunion CruisinReunion
Each year the holiday season is kicked off on the first weekend of the month with two days of activities and a twinkling exhibition of festive and iconic decorations on display throughout the holiday season. A spectacular schedule creates a magical two-day festival, featuring a tree-lighting ceremony, carolers and movies in the park on Friday, holiday market, snow play and ice skating, a Christmas tree farm, live performances and a visit from St. Nick on Saturday. Elaborate twinkling lights and holiday displays – including the community’s iconic Nativity scenes– will be on exhibit throughout the month. www.ChristmasOnEuclid.com ChristmasOnEuclid c_on_euclid
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MEETING AND CONVENTION SALES This fiscal year saw gain in meeting and convention sales that exceeded our original goals. Total room nights booked were up 11% from the goal of 53,000; and leads generated exceeded goal by 17%.
LEADS
ROOM NIGHT ECONOMIC IMPACT 2011/12
2011/12
2012/13
2012/13
2013/14
2013/14
2014/15 30MM
35MM
40MM
45MM
2014/15
50MM
100
The total is the economic impact of all room nights that were consumed and booked in the fiscal year.
TOTAL ROOM NIGHTS BOOKED
200
53,000 GOAL
250
58,584 ACTUAL
350
300
111%
ACHIEVED
TOTAL LEADS GENERATED
277 GOAL
325
ACTUAL
117%
ACHIEVED
LEAD RESPONSE RATE FROM HOTELS
73% GOAL
75% ACTUAL
102% ACHIEVED
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POST CONVENTION FEEDBACK AND CUSTOMER SURVEYS Post event and digital surveys were collected online and were completed by meeting professionals and one-on-one individual feedback. •
We are very happy and we just signed another 3-year contract. Great Job thanks!
•
Staff easy to work with, very timely.
•
It has been wonderful working with your event services and catering staff for the last few events. They are so on top of things and it makes planning totally hassle free.
•
Great hotel selections, very affordable.
INTERNATIONAL CONVENTION ATTENDEES BY THE NUMBERS
56%
22%
33% 33%
CUSTOMER SATISFACTION SCORE
89%
67%
ACTUAL
22% 44%
CANADA
MEXICO CENTRAL & S.AMERICA
EUROPE
OTHER
OTHER ASIA
JAPAN KOREA CHINA
AUSTRALIA NEW ZEALAND
100% GOAL
Would you consider Greater Ontario for a different meeting or convention?
How likely are you to re-book Greater Ontario within the next 2 years for this meeting or convention?
33%
11% No
Likely to return
67%
89% Yes
Definitely will return
Overall Post Convention Excellent Survey Results
89%
Ease of access
Needs Improvement:
86%
Condition of OCC
83%
Sales staff
• Hotel conditions • Activities within walking distance of convention center
75%
# of hotel rooms by OCC
• Ontario International Airport airlift • Packaging • Affordable menu 27
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WHY TRAVEL MATTERS IN CALIFORNIA? • $117.5 Billion Industry • $38.1 Billion income for over 1 million employees • Provides $9.5 Billion Tax Revenue • A major economic driver in every region and county Source: State of California Tourism
TOURISM AND LEISURE This year, we launched a new focus on attracting leisure group tour and travel, with the goal of an additional 11,200 room nights. We actualized 26,069. We expect next year to be even better, as we continue to build relationships within the tour and travel industry, and capture drive-market traffic with the establishment of a California Welcome Center at Ontario Mills, which draws 28 million visitors a year. Scheduled to open in Spring 2016, the center will feature 1,200 square feet of exhibits, information kiosks and workstations for travelers seeking information on things to do
and see in the Inland Empire and California. Interactive media displays will showcase California destinations. Tourists will have access to a multitude of resources, including destination experts who will provide information and suggestions on points of interest, lodging, dining, attractions and events. Directional signs will be posted on local freeways to direct travelers to the California Welcome Center, to get the necessary information and services needed to enhance their travel experience.
26,069
Actual Room Nights
11,200
Room Nights Goal
WELCOME CENTER Awarded to the Greater Ontario Convention & Visitors Bureau by the State of California, the California Welcome Center (CWC), will be located at Ontario Mills opening Spring 2016.
28 million
Visitors per year CALIFORNIA WELCOME CENTER 29
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TMD 2014/2015
FINANCE
$2,400,470 The Greater Ontario Convention & Visitors Bureau Tourism Marketing District provides the funding it needs to successfully market the region and to thrive among other highly competitive destinations in Southern California. By pooling the resources of a 2% assessment on hotel guest stays paid by the guest, the destinations of Ontario and Rancho Cucamonga can be professionally promoted by area experts. The Tourism Marketing District operates on the premise of fiscal responsibility and accountability, with restrictions on how the funds can be utilized. A Board of Directors, representing key stakeholders in the region and industry, oversee the use of these funds. More than 86% of the budget is spent directly on marketing and sales, while the other 14% is used for administrative purposes. Originally a five year term there is already overwhelming demand to extend the term of the Tourism Marketing District to ten years.
$2,400,470 collected by TMD
TMD FUNDS DISTRIBUTED:
86%
MARKETING AND SALES
14% ADMINISTRATION
TMD collected for 2014/2015
86% $1.9 million
Marketing & Sales
14%
$434,602
Administrative
WHAT’S NEXT
2015 | 2016 INITIATIVES Destination & Partnership Development
Business Driven Sales •
Create incentives to attract meeting professionals and increase bookings
•
•
Define trade shows that provide the most opportunity for convention/meeting lead generation
Utilize California Welcome Center to promote destination nationally and internationally
•
•
Provide pre and post-convention activity options that increase visitor spend and length of stay
Expand cooperative marketing initiatives and partnership opportunities
•
•
Streamline lead distribution process and overhaul client services support
Educate volunteer staffing as tourism experts to elevate destination experience
•
•
Strengthen and grow partnerships with tour and travel trade
Connect with regional transportation networks and provide access to attractions, dining & shopping to enhance guest experience
•
Continue to create engaging and informative online assets to attract new customers
•
Educate local residents on positive economic impact of visitors and engage non-tourism related businesses
•
Focused sales & marketing efforts directed at drive and feeder markets
•
Support local public relations initiatives to drive visitation and economic development
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34
2015-16
KEY GOALS ROI 14:1
304 Leads
Booked Rooms
56,650
6,800 Monthly Website Visits
Ontario Convention Center Occupancy
57%
$15 million
Unpaid/Paid Ad Value
11 million
Ad Impressions
75% Lead Response Rate from Hotels
100% 100% Stakeholder Satisfaction
Customer Satisfaction
Visitor Traffic @ CWC & Visitors Info Centers: track and establish baseline
LOOKING AHEAD Sunshine is one of the richest assets we have in the Inland Empire and at Greater Ontario Convention & Visitors Bureau we tout it all the time to prospective visitors. Our mission is to bring visitors to the Greater Ontario region for an overnight or longer stay–from the leisure traveler to a larger convention. We are the area experts to welcome visitors and assist in their travel and destination needs. Officials from the cities of Los Angeles and Ontario recently announced that the protracted battle between the two cities over control of LA/Ontario International Airport has ended with a deal to return the facility to Ontario. The aviation sector plays a substantial and vital role in our local economy. With the anticipated increase of available flights into Ontario International Airport under new leadership, soon we will have additional flight options to present to our visitors. The State of California is predicting visitor spending will reach a record $117 Billion in 2015 and Annual tourism expenditures throughout California are primed to reach $135.6 Billion by 2016. The Greater Ontario Convention & Visitors Bureau was recently awarded by the State of California to build, own and operate a California Welcome Center. Set to open in the Spring of 2016 at Ontario Mills Mall the California Welcome Center will be a major resource for the visitor to learn about the history, culture, events, entertainment options, and natural resources that make the Greater Ontario and Inland Empire a fantastic place to live, work, play and visit.
The hospitality industry is growing in leaps and bounds and now that the Greater Ontario area as its own sub market for reporting purposes we have additional tools to track lodging. In 2014 the occupancy growth for the Greater Ontario hotels was more than two times larger than other destinations in Southern California such as Long Beach, Riverside, Anaheim and Pasadena. In 2015 it is projected that the Greater Ontario market will continue to grow; and specifically occupied rooms are forecast to increase by 5 percent. We attribute the increase to the improving economy, new business growth, and the efforts of the Greater Ontario Convention & Visitors Bureau to produce signature events like Huck Finn Jubilee, Route 66 Reunion, and the Christmas on Euclid Experience which means we draw more visitors to the area and the need for more hotel rooms. The economic impact from these annual events in combination with the two Inland Empire Restaurant Weeks was more than $69 million dollars in the fiscal year 2014-2015. Looking forward we challenge ourselves to increase visitor traffic, the number of event attendees, book additional room nights, and ultimately increase the economic impact and improve the reputation of the Greater Ontario region.
Greater Ontario is a rich resource for travelers wanting to connect in tomorrow’s West.
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2000 E. Convention Center Way Ontario, California 91764 discoverontariocalifornia.org discoverranchocucamonga.org