GOCVB Annual Report

2013/2014

A R N E N P U O A R L

C O N E T N T S 2

4

Chairman’s Message

20

Marketing & Advertising

6

President & CEO’s Message

22 Collateral/Websites/Videos

8

Leadership Team

24

Web & Social

10

Five-Year Strategic Plan

26

Regional Events

12 Highlights

28

Group Meeting & Convention Sales

13

Tourism Marketing District

14

Economic Impact

30

Post Convention Feedback & Customer Surveys

16

Market Conditions

32

Tourism & Leisure

17

PR & Communications

18

Brand Positioning

34 Finance 36

What’s Next

38

Looking Ahead

M I S S I O N

Our mission...

is to build partnerships, identity, and destination demand to create visitor-driven stimulus for the economy of the Greater Ontario region.

Our vision...

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.

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C H A I R M A N

KAREN PEDERSEN

CHAIRMAN’S MESSAGE

The future is looking bright for the Inland Empire... particularly here in Greater Ontario.

Job growth is up, along with housing, sales, manufacturing, logistics and the travel and tourism industries, prompting Chapman University economist Esmael Adibi to proclaim that the Inland Empire is regaining its role as the fastestgrowing region in Southern California.

Even the area of technology is booming: Forbes Magazine this year listed the Inland Empire/Ontario as No. 2 in a ranking of America’s new hot spots for high tech.

Locally, Greater Ontario exceeded its goals for tourism, meetings and conventions in 2013-14 by as much as 19%.

We generated more leads, more room nights and a higher economic impact than initially projected… And the good news is that we’ve only just begun to grow.

We are thrilled by the recent announcement by Los Angeles Mayor Eric Garcetti, who said he supported local control of

Ontario International Airport. If travel and tourism grew this much in a year when air traffic at the airport was in decline, imagine the numbers we’d see if local air traffic were to climb.

If anything, we are well positioned to take advantage of good timing on a number of fronts. The economy is on the path of healthy and steady growth. Travel, tourism, meetings and conventions are on the rise nationwide, and Greater Ontario has just completed the first year of a five-year strategic plan designed to optimize all the region’s assets in a comprehensive and tactical approach to promoting Greater Ontario as the destination of choice for travelers, meeting and event professionals.

By thinking and planning ahead, we are positioned to ride this economic wave of growth for years to come. The following pages explain why.

PRESIDENT & CEO’S MESSAGE

As you will see in the following pages, this is an exciting time for anyone working in the hospitality industry in Greater Ontario, California. It’s been a year since we’ve adopted a Tourism Marketing District (TMD) for our region, and already we’re seeing amazing results in terms of increased room nights, meetings and conventions, and all the resulting economic impact associated with our growing travel and tourism industry. So stellar was the growth for this year, that it earned us Bronze Award from the Hospitality Sales & Marketing Association, Int’l (HSMAI), Adrian Award for our Strategic Marketing Plan, and the 2013 Pinnacle Award for Outstanding Meeting Destination.

The TMD was established in 2013 to help promote our region to visitors using our hotels, booking events at our local venues, dining in our restaurants and shopping in our stores.

Since then, we have not only met but exceeded our goals.

And this is only the beginning.

This fiscal year, 2013-14, brought the advent of new events to help draw visitors to the region. Our first Route 66 Cruisin’ Reunion™, launched shortly after the TMD was approved, and brought 140,000 visitors last year and is 6

expected to draw even more in 2014. Huck Finn JubileeTM broke attendance records in 2014 and put us on the map of the nation’s great music festivals. We launched the region’s first-ever Inland Empire Restaurant Week this year with a staggering number of communities participating, and are planning to significantly expand the annual Christmas on Euclid Experience™ beginning this December.

We also won a competitive bid from the State of California to design, own and operate a new California Welcome Center (CWC) located at Ontario Mills and the only one in the Inland Empire. We will benefit greatly by capitalizing on its location, visibly located where the Interstate 10 and 15 intersect. This will allow us to and take advantage of the foot traffic of more than 28 million visitors entering Ontario Mills annually. The CWC not only elevates our stature as a major Southern California destination, but establishes us as regional and statewide destination experts. The CWC is also a resource and conduit to providing valuable tourism information for the entire state.

So, while this was a stellar year for growth in our local industry, it is only the start of something even bigger, bolder and more exciting.

MICHAEL

KROUSE CMP, CHME, CASE

P R E I S D E N

LEADERSHIP TEAM

“Leadership is unlocking people’s potential to become better.”

- Bill Bradley

This fiscal year brought several new and extremely talented members to our team of professionals.

We established a Tourism Market District (TMD) Board of Directors comprised of some of Greater Ontario’s top leaders in the industry, representatives in government

and community to oversee the strategic operations of our Tourism Marketing District. The GOCVB hired a Director of Sales & Marketing and a Director of Strategic Alliances to implement our new programs and to optimize value through partnerships and promotions.

Board of Directors

Karen Pedersen General Manager, Country Inn & Suites

by Carlson

8

Bassam Shahin General Manager, Double Tree Hotel

Al Boling City Manager, City of Ontario

Gonzalo Rodriguez General Manager, Aloft Hotel

Sue Oxarart Marketing Director, Citizens Business Bank Arena

Michael Krouse President/CEO

Lorraine Chapman

Director of Strategic Alliances

Rhonesia Perry

Associate Director, Sales Convention Sales

Sean Keliiholokai

Director of Sales & Marketing

David Goldschmidt

Sr. Manager, Research, Sales Operations & Market Strategy

Denise Daves

Manager, Convention Sales

David Jefferis

Director of Finance

Shelly McNaul

Manager of Special Events

Jim Villa

Manager, Hotel Sales

INTEGRITY:

OUR VALUES

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.

FIVE-YEAR STRATEGIC PLAN

TRUST: WE EARN TRUST, AND GIVE OUR TRUST.

EXPERTISE: NOBODY KNOWS MORE ABOUT TOURISM IN THE GREATER ONTARIO REGION.

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 CVB is the trusted, responsive and collaborative expert, providing tailored and unbiased information on the region.

OUR BRAND INTENTION THE GREATER ONTARIO CVB 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.

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STRATEGIC ANCHORS 3

1

5 4

2

Build capabilities & performance culture.

Curate a portfolio of experiences.

Deliver economic impact for our destination.

Create economic impact for our stakeholders.

Reposition & enhance the brand.

2013/14-2018/19 KEY INITIATIVES Increase bookings and room nights from citywide conventions.

Build transparent lead-sharing process.

Develop cooperative marketing initiatives.

Develop an education program to train “tourism ambassadors.”

Increase qualified leads and room nights for self-contained meetings.

Support hospitality industry involvement by our team. Solicit destination content from stakeholders.

Create engaging and informative online assets.

Provide support for local public relation initiatives that drive visitation and economic development.

Become the authority on the tourism hospitality Industry.

Engage non-lodging tourism businesses.

Educate local residents about the visitor economy.

Continue to integrate Rancho Cucamonga’s assets into the Greater Ontario brand.

Improve booking space to enable early identification of need periods. Grow Greater Ontario as a destination for leisure travelers. Increase visitor length of stay. Support city in repatriating ONT. Establish a process of regular communication to stakeholders. Define & communicate roles for the region’s tourism and economic development organizations.

Establish & grow California Welcome Center and visitor center(s). Pursue iconic events. Explore regional and local transportation networks.

Develop and refine itineraries.

Develop technology to manage and communicate (Customer Relationship Management- CRM). Develop talent & recruit for growth.

Support growth of the Ontario Airport Int.

Expand post-sales destination client services.

Advocate fort he development of regional tourism assets. Build consensus for a future expansion of Convention Center.

Expand volunteer staffing to enhance destination experience.

2 02 10 31

HIGHLIGHTS

The Greater Ontario Convention & Visitors Bureau in July 2013 launched a dynamic, five-year strategic plan to increase room nights and boost the local hospitality market through a dynamic marketing campaign with a three-pronged focus on travel and tourism; meetings, conventions and events.

Highlights of the first year include: • Exceeded Group Room Night Bookings by 9% • Exceeded Lead Generation Goal by 19% • Total Economic Impact grew 12.5% year over year • Established a Tourism Marketing District • Implementing Advertising & PR Plan • New Regional Events • Approval for a local California Welcome Center • Destination & Viral Videos • Visitor and Meeting Professional Guides • New Websites • Brand Positioning • Newsletter

Focused on Experience Tourism

New Websites

Total ROI Achieved $23:1 Goal $14:1 New Campaign 12

4

TOURISM MARKETING DISTRICT

We couldn’t have achieved what we did this year without the collaboration and support of the cities of Ontario and Rancho Cucamonga, along with our many partners in the hospitality industry. A majority vote to approve the Greater Ontario Tourism Marketing District led to its formation at the start of FY 2013-14 with the vast majority of the funds collected from a 2% hotel assessment paid by the

visitors and spent on marketing and selling the destination.

Representatives from area hotels, the cities of Ontario and Rancho Cucamonga, the Greater Ontario CVB and other stakeholders were appointed to help prepare bylaws and strategies, and to serve on a board of directors to ensure the fiscal integrity of this very successful effort. Current board members are shown on the leadership page of this report.

ECONOMIC IMPACT

California is finally back to pre-recession numbers for employment, outpacing the rest of the nation in job growth.

With more people working, there are more people spending.

That alone heightens the opportunity for growth in our region, but it’s just one part of the equation.

According to a recent report by Beacon Economics, growth in hotel occupancy was sparked by improvements to local travel, tourism, meeting and convention trades.

Every event hosted in the destination – whether a convention, a music festival, classic car show, or bus tour – introduces and brings new customers to our hotels, restaurants and local businesses. The job growth we’ve experienced is a reflection of that upward trend. Growth in passenger traffic at Ontario

International Airport, when it comes, will boost projections even more. Absolutely no taxpayer or city dollars are used to fund these marketing sales efforts.

In the meantime, Christopher Thornberg, a founding partner of Beacon Economics, told the Los Angeles Newspaper Group to focus on the trends: “The trends are quite positive,” he said. “We have one of the fastest growing economies in the nation, it’s putting people back to work and people are spending money. Construction continues to heal, technology and professional services are growing with high-income jobs and hospitality also doing well. I don’t see anything to suggest we’ll see a slowdown.”

Total Economic Impact:

$52 million

14

Every Event Including:

“We have one of the fastest growing economies in the nation...�

- Christopher Thornberg Founding partner of Beacon Economics

Conventions

Classic Car Shows

Bus Tours Brings New Customers to

Hotels

Restaurants

Local Businesses

MARKET CONDITIONS

The economic outlook for the lodging industry remains positive for the next 24 to 36 months. Despite ongoing challenges at the Ontario International Airport, Smith Travel Research (STR) reports hotels in Ontario and Rancho Cucamonga finished Fiscal Year 2013-14 with an occupancy of 69.5%, up 6.8% over the same period the previous fiscal year. Hotels can expect to see an increase in Occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPar) thanks to an improving economy and the impact of the newly created Tourism Marketing District and its strategic initiatives. The meeting and convention segment is expected to boost ADR in particular, as the industry transitions from a buyer’s market to a seller’s market. Meeting professionals are more confident about the industry’s strength and more willing to book group business further into the future.

For the first time since 2007, total passengers using Ontario International Airport (ONT) are not showing a year-over-year decline. As of May 2014, the year-to-date passenger volume is just over 1.6 million, a 0.7% increase over same period last year. If sustainable, an improving ONT airport would be very good for local hotels, restaurants and growth of other local businesses. For example, even though local hotel occupancy

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rates have exceeded pre-recession rates there is still room for improvement. Hotel ADR is still down 15.4% and RevPAR is down 12.2% respectively, compared to 2008.

According to Beacon Economics’ (Aug. 2014), an improving economy added 1.254 new jobs in the leisure and hospitality industry, producing the second highest growth in any sector by 8.9% year over year. “This can be attributed to growth in hotel revenues and occupancy”, the report said. Increased traffic in and out of ONT will also contribute greatly to the region and industry’s continued growth and success.

National and Regional Information We are growing following a good year for the U.S. Lodging Industry. According to Smith Travel Research, 2013 saw the most rooms sold in U.S. history, the highest room revenue, highest average daily rate and highest revenue per available room. New U.S. hotel construction is almost back to 2007 levels. Ontario’s hotel supply remains high. No new hotels are scheduled for opening in Ontario or Rancho Cucamonga.

However, both Anaheim and Los Angeles are adding hotel inventory. Los Angeles is adding 2,385 rooms (2.4% of current inventory) and Anaheim is adding 1,988 rooms (3.7% of current inventory).

PR & COMMUNICATIONS

This fiscal year was the best on record for print, broadcast and digital coverage of Greater Ontario and the GOCVB. The number of articles and impressions and their corresponding ad value in 2013-14 exceeded the past five years. We secured coverage in national and major metropolitan media outlets, including Sunset Magazine, Meetings Focus Magazine, Connect, and most other meeting-oriented publications.

An Associated Press story on Huck Finn Jubilee™ was picked up nationally by outlets such as the Wall Street Journal, Newsday, Washington Times and Yahoo.

2013/14 MEDIA COVERAGE

2,441

ARTICLES

2,287,242,472 IMPRESSIONS

$49,887,395 AD VALUE

BRAND POSITIONING

Greater Ontario became an official regional destination as part of our brand positioning strategy that included a new look for the region. With design elements that played into defining a larger strategy to consolidate the cities of Ontario and Rancho Cucamonga into one common identity to leverage marketing efforts. Crisp logos representing the region as a gateway to Southern California reflect the San Gabriel Mountains silhouetted in blue, a vibrant yellow sun and an airplane in takeoff with its contrail through the

words, “Greater Ontario California.” The new design was developed as part of an extensive brand positioning effort including research and marketing assessments based on the region’s strengths and image in the travel, tourism, meeting and convention industries. It was a comprehensive process involving multiple stakeholders resulting in a new look much more representative of the region for its unique blend of urban lifestyle and rural beauty, not to mention convenience, location, value and service.

REBRANDING

Look & Feel is:

Consistent & Unified For GOCVB and OCC

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C A M P A I G N The Greater Ontario Convention & Visitors Bureau and Ontario Convention Center are offering a special promotion to their social media friends, but the deals fade the closer we get to the end of 2013.

Book a meeting today and save. Hurry....the clock is ticking!

MARKETING & ADVERTISING

In the first year of our five-year strategic plan, we adopted a new logo, new branding and messaging and implemented a tactical advertising campaign. This significantly broadened public awareness of Greater Ontario in the travel, tourism, and meeting convention industries. The campaign reflected more than 1.3 billion impressions with an ad value of more than $30 million.

ADVERTISING

$30 million

TOTAL AD VALUE

IMPRESSIONS

$14 million

10.3 million

GOAL

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1.3 billion

GOAL

You’re living in one of the most vibrant locations in Southern

nnect right ore and co Meet, expl backyard! in your own

TOURISM

California - with a state-of-the-art convention center to share with your friends! The Ontario Convention Center can accommodate meetings, conferences, community events, reunions and all kinds of celebrations from 10 attendees to 15,000. Our catering department knows just how to create a world-class food & beverage experience for any event, elevating the facility’s reputation as a premier business and

• •

entertainment destination.

Meet, explore and connect in Greater Ontario, California. For more information on how to make the most of living where other people only dream of being, visit www.ontariocc.org

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Inland Empire Magazine American Tour and Travel Go Travel Ontario Living Hot Spot Travel Sunset Magazine

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Westways Biz Bash National Venue Exhibitor Magazine Inland Empire Business Journal

2000 E. Convention Center Way I Ontario California 91764 909.937.3000 I 800.455.5755 I info@ontariocc.org

SPORTS G

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Easy airport access leaves more time to

explore this vibrant Southern California vacation spot. We can fill your next visit with extreme (meaning really, really fun!) ways to experience all the remarkable destinations of greater Ontario, California.

Connect with us to exceed your best vacation expectations!

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Meet, explore and connect in greater Ontario, California. For more information on your next vacation adventure, visit: discoverontariocalifornia.org/vacations

Sports Destination Management Sports Facilities Guide Sports Travel

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CheerBiz News Ballroom Dance Magazine

MEETINGS & CONVENTION

9 0 9 . 9 3 7. 3 0 0 0 I 8 0 0 . 4 5 5 . 5 7 5 5 or email at info@ontariocvb.org

meet • explore • connec t

2000 E. Convention Center Way I Ontario California 91764

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reater Ontario is one of Southern California’s most versatile locations for professional and amateur sporting events.

Association News Collinson Media Meetings Focus MPI Sacramento Association Conventions & Facilities

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CVENT Meetings and Conventions Successful Meetings Smart Meetings Small Meetings Market

With facilities that accommodate anywhere from 10 to more than 91,000 people, our experienced team continues to elevate our reputation as a premier sports destination.

Located minutes from the Ontario International Airport, we invite you to meet, explore and connect in Greater Ontario, California. For more information on planning your next event, visit us at

discoverontariocalifornia.org

9 0 9 . 9 3 7. 3 0 0 0 I 8 0 0 . 4 5 5 . 5 7 5 5 or email at info@ontariocvb.org

2000 E. Convention Center Way I Ontario California 91764

meet • explore • connec t

SPECIALTY • • •

Reunions Magazine Sam’s Club The Knot

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Rejuvenate RCMA

COLLATERAL/ WEBSITES/VIDEOS

Upgrades to the GOCVB and Convention Center websites, and the creation of four websites for our regional events, significantly enhanced the region’s online presence.

2013-14 285,075

Total Website Visits (Goal of 72,000)

839,759

Total Page Views

10,021 visits and 29,224 page views per week on average.

Huck Finn out performed all other web assets in just four months from launch to event.

43% web traffic from tablet or smartphone

03:23 AVERAGE VISIT 22

RESTAURANT GUIDE

R G E U S I O D U E R S C E

1. Ayres Suites Courtyard Cafe | 1945 E. Holt Blvd. | 909.390.7778 2. Baker’s Drive Thru | 2695 Inland Empire Blvd. | 909.937.7082 3. Benihana | 3760 E. Inland Empire Blvd. | 909.483.0937 4. Black Angus | 3640 Porsche Way | 909.944.6882 5. Bombay Restaurant-Cuisine Of India | 405 N. Vineyard Ave. | 909.937.1282 6. Burger Town USA | 760 N. Archibald Ave. | 909.944.7901 7. Denny’s | 502 N. Vineyard Ave. | 909.937.1720 8. DoubleTree Hotel Porter’s Steakhouse | 222 N. Vineyard Ave. | 909.937.0900 9. El Torito | 3550 Porsche Way | 909.484.8444 10. Garden Square Restaurant & Pies | 201 N. Vineyard Ave. | 909.937.6787 11. Ontario Airport Hotel Café Catalina | 700 N. Haven Ave. | 909.980.0400 12. Holiday Inn Landings | 2250 E. Convention Center Way | 888.722.7022 13. In & Out Burger | 1891 E. G Street | 800.786.1000 14. Jack-In-the-Box | 1840 E. Holt Blvd. | 909.395.9987

15. Mustazzoli Ristorante Italiano |1845 E. Holt Blvd., Suite C | 909-937-3673 16. Marie Callender’s | 2149 E. Convention Center Way | 909.937.0124 17. Panda Inn | 3223 E. Centerlake Dr. | 909.909.390.2888 18. Radisson Ontario Airport Pacific Grille | 2200E. Holt Blvd. | 909.975.5000 19. Rosa’s | 425 N. Vineyard Ave. | 909.937.1220 20. Sheraton Ontario Airport Orchid Grill | 429 N. Vineyard Ave. | 909.937.8000 21. Spires | 104 N. Vineyard Ave. | 909.937.1248 22. Subway | 405 N. Vineyard Ave. | 909.390.9200 23. T.G.I. Fridays | 3351 E. Centerlake Dr. | 909.390.0050 24. Wendy’s | 1890 E. G Street | 909.390.1180 25. Wienerschnitzel | 761 N. Archibald Ave. | 909.937.1640 26. Yoshinoya’s | 405 N. Vineyard Ave. | 909.937.6832 27. Zeke’s Eatin’ Place | 1855 E. 4th Street | 909.984.2900 28. Subway | 710 N. Archibald Ave. | 909.989.4466 -Please see the Ontario Mills brochure for surrounding restaurants.

Greater Ontario Convention & Visitors Bureau | 2000 E. Convention Center Way, Ontario, CA 91764 | 800.455.5755 | 909.937.3000 | www.discoverontariocalifornia.org

MEETING PLANNER 2013-2014

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GREATER ONTARIO VISITORS GUIDE 2013 - 2014 | discoverontariocalifornia.org

discoverontariocalifornia.org | GREATER ONTARIO VISITORS GUIDE 2013 - 2014

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WEB & SOCIAL MEDIA

The 2013-14 fiscal year marked the launch of multiple social media sites, with marked growth in most areas, particularly in weekly reach. During that time, we had just established the Route 66 Cruisin’ Reunion Facebook account, took over administration of Huck Finn Jubilee’s social media, and set up accounts for Inland Empire Restaurant Week in January.

All accounts showed growth, particularly in weekly reach, soaring dramatically due to regular posting of interesting

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content that was engaging to our audiences. We saw the Cruisin’ Reunion Facebook Page go from 249 to 5,836 page likes (a 2,244% increase), the Greater Ontario Convention & Visitors Bureau Facebook page saw weekly reach grow from 229 to 14,877 (a 6,396% gain), while the Huck Finn site grew its page likes by 31% to 8,204, its weekly reach exploded from 246 to 16,730, an increase of 6,700%.

8,204

5,836

PAGE LIKES

PAGE LIKES

1,498

871

PAGE LIKES

PAGE LIKES

A N A L Y T I C

REGIONAL EVENTS

$15.3 million Economic Impact

$5.1 million

Economic Impact

$1.1 million

Economic Impact

+

+

= $21.5 million 26

140,000 EVENT ATTENDEES

30,102

FESTIVAL ATTENDEES

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COMMUNITIES

Three days of cruising, contests, live entertainment, fabulous food and revelry make it one of the nation’s most extended, long-play events of its kind.

Held annually each September along historic, treeshaded Euclid Avenue in Ontario, California, the Route 66 Cruisin’ Reunion is where classic cruisers, convertibles, hot rods, and wicked Woodies fuel a jam-packed jamboree.

Huck Finn Jubilee is a Father’s Day weekend celebration, featuring three days of music, jamming, camping, fishing and family fun along the lake of Cucamonga-Guasti Regional Park in Ontario. It is the West Coast’s premier Bluegrass Music Festival.

Held each year in March and October, the Inland Empire foodies now have something to celebrate!

Inland Empire restaurants participate is a 10-day dining event that showcases a variety of local restaurant deals throughout 20 communities – from Ontario and Rancho Cucamonga to Morongo, Big Bear and Temecula. This massive dining celebration was launched by the Greater Ontario Convention & Visitors Bureau and provides exposure for fantastic culinary experiences in the I.E.

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ROOM NIGHT ECONOMIC IMPACT 2011/12 2012/13 2013/14

MEETING & CONVENTION SALES

30MM

35MM

40MM

50MM

45MM

The total is the economic impact of all room nights that were consumed and booked in the ямБscal year.

LEADS 2011/12

This fiscal year saw gain in meeting and convention sales that exceeded our original goals. Total room nights booked were up 9% from the goal of 45,500; and leads generated exceeded goal by 19%.

2012/13 2013/14 100

TOTAL ROOM NIGHTS BOOKED

200

45,500 GOAL

250

350

300

49,417 ACTUAL

109%

ACHIEVED

TOTAL LEADS GENERATED

266 GOAL

316

ACTUAL

119%

ACHIEVED

LEAD RESPONSE RATE FROM HOTELS

70% GOAL

79% ACTUAL

113%

ACHIEVED

C O M ME N T S

POST CONVENTION FEEDBACK & CUSTOMER SURVEYS

Post event and digital surveys were collected online and were completed by meeting professionals and one-on-one individual feedback.

Customer and exhibitor comments •

OCC staff is the friendliest of any convention center in the US and exhibitors work with many in almost every state.

•

Professional, courteous, proactive in anticipating problems, and always willing to try to solve any problem. Miss you guys!

•

The hotel is always very attentive to our needs and helpful. The hotel is specifically requested by some of our guests and offers a great option as well.

•

The hotel was exceptional.

CUSTOMER SATISFACTION SCORE

114%

ACHIEVED

91%

ACTUAL

80% GOAL

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Greater Ontario attendance comparison to other destinations

Meeting/Convention Likelihood of Re-booking within 2 years

55%

60%

36%

30%

9%

10%

Below Average

Will Not Return

Above Average

Might Return

About the Same

Will Return

Overall Post Convention Survey Results Rating Ontario Convention Center Sales Staff Event Service Staff Food & Beverage Transportation Supplier Services

Needs Improvement:

Excellent 60% 72% 75% 67% 57% 40%

• Parking Pricing • Packaging • Response Time

Above Average 31% 19% 15% 13% 28% 42%

• Variety of menu • Accessibility of taxi service • Temp staffing

T O U R

I S M

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TOURISM & LEISURE

This year, we launched a new focus on attaching leisure group tour and travel, with the goal of an additional 5,000 room nights. We actualized 8,880. 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 Fall 2014, 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 a destination expert 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 Welcome Center, to get the necessary information and services needed to enhance their travel experience.

5,000

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 the Ontario Mills.

28 million

Visitors per year

8,800

Actual Room Nights

FINANCE

Greater Ontario’s Tourism Marketing District gives the region the funding it needs to thrive among other highly competitive destinations in Southern California. Located in the heart of one of the world’s most popular travel destinations, the cities of Ontario and Rancho Cucamonga are pooling resources from a 2% assessment on hotel stays and paid by the guest, to promote the region for travel, tourism, meetings and conventions. It’s an opportunity the local hospitality industry takes very seriously.

2013/14 TMD FUNDS DISTRIBUTED:

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The TMD 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.

In FY 2013-14, the TMD collected $2.16 million. More than 93% was spent directly on marketing and sales ($2M), and 7% ($154,585) was used for administrative purposes. The TMD was approved for a five-year term, to coincide with the region’s five-year strategic plan.

$2.16 million collected by TMD 93%

MARKETING & SALES

7%

ADMIN

TMD 2013/2014

F I N A N C E

$2,162,030

TMD collected for 2013/2014

93%

$2 million

Marketing & Sales

7% $154,585

Administrative

WHAT’S NEXT

2014 | 2015 Initiatives

Business Driven Sales

Destination & Partnership Development

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Create incentives to attract meeting professionals and increase bookings

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Utilize California Welcome Center to promote destination nationally and internationally

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Define trade shows that provide the most opportunity for convention/meeting lead generation

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Expand cooperative marketing initiatives and partnership opportunities

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Provide pre and post-convention activity options that increase visitor spend and length of stay

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Educate volunteer staffing as tourism experts to elevate destination experience

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Streamline lead distribution process and overhaul client services support

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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

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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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KEY GOALS 2014-15

ROI $14:1

277

Leads

Booked Rooms

53,000

6,300

Monthly Website Visits

Ontario Convention Center Occupancy

57%

$11 M

Unpaid/Paid Ad Value

15 M

Ad Impressions

73% Lead Response Rate from Hotels

100% 100% Stakeholder Satisfaction

Customer Satisfaction

Visitor Traffic @ CWC & Visitors Info Centers: track and establish baseline

38

LOOKING AHEAD

Greater Ontario is a rich resource for travelers wanting to meet, explore and connect in Southern California.

Our region was custom-built and designed for leisure travel, events, meetings and conventions. The Greater Ontario Convention & Visitors Bureau represents 6,000 hotel rooms in Ontario and Rancho Cucamonga ranging from economy and budget to limited and full service. With an international airport, sports and entertainment arena, convention center and more, Greater Ontario is central to all that Southern California has to offer. We provide superior value, convenience and the quality of service visitors expect.

We have spent the last year telling that story, and our industry numbers have seen a healthy upward climb as a result of this very first step.

Looking forward, we expect to see continued growth in the years to come, particularly after Ontario International Airport regains local control and its air traffic figures begin to climb.

In the meantime, we are positioned with all wheels on the ground to drive a successful strategic plan that will provide a differentiated and tactical approach to bringing visitors into our region.

We will continue to engage and work with domestic and international tour and travel partners to attract new business. We will host trade shows for meeting professionals to showcase Greater Ontario as a destination. We will continue to develop promotional incentives to attract RFPs, and take advantage of new opportunities inherent in our new California Welcome Center.

Most importantly, we are committed to moving forward with our industry partners. This is a collective and collaborative effort. We’ve come so far in Year One. Just think of the progress we’ll make in Year Two.

2000 E. Convention Center Way Ontario, California 91764 discoverontariocalifornia.org