Transcript ROCK - San Diego Tourism Marketing District

EPICSUMMERRUN
SDTMD FY15 FUNDING APPLICATION
TMD PARTNERSHIP
Established track
record of bringing
room nights &
economic impact to
San Diego
2012 RECAP
30,000 RUNNERS
70% OUT OF MARKET
42,000 TOTAL VISITORS
$72M ECONOMIC
IMPACT
54,410 ROOM NIGHTS
$350K TMD SUPPORT
25:1 ROI
2013 RECAP
30,000 RUNNERS
60% OUT OF MARKET
39,000 TOTAL VISITORS
$55M ECONOMIC
IMPACT
39,000 ROOM NIGHTS
TMD FUNDS APPROVED:
$400K
(FUNDING NOT AVAILABLE)
ROOM NIGHT COMPARISON
2012
2013
30,000
30,000
% OUT OF MARKET
70%
60%
% OF VISITORS IN HOTELS
78%
73%
54,410
39,061
TOTAL RUNNERS
TOTAL ROOM NIGHTS
2014 STATUS REPORT
NATIONAL ADVERTISING REDUCED
DUE TO UNAVAILABILITY OF TMD
FUNDING
LOCAL TREND CONTINUING
2013
2014
68% CA
69% CA
DIRECTLY AFFECTS ROOM NIGHT
PRODUCTION
41% SD
38% SD
As of 2/13 each
year
RETENTION & RECRUITMENT
INDUSTRY PRODUCES MANY ‘BUCKET LIST’ PARTICIPANTS
YOY REPEAT RATE FOR ROCK ‘N’ ROLL SAN DIEGO 2012 TO 2013 WAS 17%
17%
83% NEW RUNNERS
MARKETING & PROMOTION KEY TO SIZE OF EVENT ANNUALLY
NATIONAL MARKETING PRODUCES HOTEL-STAYING RUNNERS
NEW IN 2013
NEW COURSE FOR BOTH DISTANCES
NEW PARTNERSHIP WITH PADRES/
PETCO PARK
CO MARKETING TO EXTEND THE STAY
ENCOURAGE DOWNTOWN VISITORS
NEW COMMUNITY RELATIONSHIPS
INTRODUCE NEW AREAS OF SAN DIEGO
HIGHLIGHT UNIQUE NEIGHBORHOODS
ENCOURAGE RUNNERS TO EXPLORE SD
GREAT COMMUNITY SUPPORT
IMPROVED RUNNER EXPERIENCE
CONTINUING IN 2014
FOCUS ON SAN DIEGO AS A RUNNING DESTINATION
MARKETING FOCUS
EXTEND THE STAY
CALL TO ACTION
NEW IN 2014
CALI COMBO MEDAL & TOURPASS 3-PACK
NEW MARKETING PLATFORM DESIGNED TO ENCOURAGE WEST-COAST RUNNERS
TO TRAVEL TO MULTIPLE CALIFORNIA EVENTS
RUN 3 OF THE 4
CALIFORNIA ROCK ‘N’ ROLL
SERIES EVENTS:
SAN DIEGO
LOS ANGELES
SAN JOSE
SAN FRANCISCO
FY14 BUDGET ASSUMPTIONS
SECTION A1.2: Event Management/Group Sales Development
MARKETING MATERIALS &
BROCHURES
$16,000
PRODUCTION & PRINTING OF ALL COLLATERAL TO BE DISTRIBUTED AT
ROCK ‘N’ ROLL SD EXPO TOUR BOOTHS, AS WELL AS COLLATERAL FOR
STREET TEAMS AND GRASSROOTS DISTRIBUTION.
OUTSIDE CONTRACTORS
$2,000
PAYMENT TO CONTRACTED AMBASSADORS TO STAFF ROCK ‘’ ROLL SAN
DIEGO EXPO BOOTHS AT EVENTS WHERE FULL-TIME CGI STAFF ARE NOT
AVAILABLE
PROMOTIONAL ITEMS
$5,000
PURCHASE OR PRODUCTION OF PROMOTIONAL ITEMS TO BE USED AS
INCENTIVES FOR REGISTRATION AT EXPO BOOTHS
RENTALS – BOOTH SPACE
$11,500
BOOTH FEES FOR ATTENDANCE AT EXPOS
TRADE SHOW EXPENSES
$5,000
PRODUCTION COST FOR ACTUAL BOOTH STRUCTURE TO BE PRESENT AT
EXPOS
FY14 BUDGET ASSUMPTIONS
SECTION A1.4: Group Meeting Direct Marketing
ADVERTISING
$195,500
PLACEMENT AND PRODUCTION OF ALL ADVERTISING DESCRIBED IN
PART 1 OF THE APPLICATION. INCLUDES PLACEMENT OF PRINT
ADVERTISEMENTS IN RUNNING & FITNESS VERTICALS, AS WELL AS
PLACEMENT AND PRODUCTION OF VIDEO COMMERCIAL FOR MARATHON
BROADCASTS.
ENDEMIC VERTICALS INCLUDE RUNNER’S WORLD, RACE PLACE,
CANADIAN RUNNING, SHAPE MAGAZINE, COLORADO RUNNER, ETC.
COMMERCIAL TO AIR ONLY DURING NYC MARATHON AND LA MARATHON
BROADCASTS, TARGETING RUNNERS SPECIFICALLY
MARKETING
MATERIALS &
BROCHURES
$50,000
PRODUCTION COSTS ASSOCIATED WITH LARGE PANEL ADVERTISEMENTS
TO BE PLACED IN GYMS, AS WELL AS PRODUCTION COSTS ASSOCIATED
WITH WINDOW CLINGS TO BE PLACED IN GYMS & YOGA STUDIOS.
FY14 BUDGET ASSUMPTIONS
SECTION A1.5: Consumer Direct Sales & Marketing
ADVERTISING
$95,000
DIGITAL AD PLACEMENTS. SPCIFICALLY DISPLAY ADS ON ENDEMIC SITES
AND GEO-TARGETED SOCIAL MEDIA AD PLACEMENTS.
ALSO INCLUDES SEO TARGETING.
ADVERTISING AGENCY
FEES
$15,000
FEE PAID TO DIGITAL AD AGENCY – ONLY THOSE FEES DIRECTLY RELATED
TO ROCK ‘N’ ROLL SAN DIEGO EVENT.
PROMOTIONAL ITEMS
$5,000
PURCHASE OR PRODUCTION OF PROMOTIONAL ITEMS TO BE USED AS
GIVEAWAYS AND INCENTIVES RELATED TO DIGITAL REGISTRATION
CAMPAIGNS
TMD FUNDS ROI
WHO
WHEN
WHERE
WHERE
ALL TMD ASSESSED PROPERTIES OF
30 ROOMS OR MORE
ROOM NIGHTS ARE PRIMARILY
GENERATED WITHIN A 2-NIGHT
WINDOW ON EITHER SIDE OF THE
EVENT
PAST STUDIES SHOW ROOM NIGHTS
ARE DISTRIBUTED THROUGHOUT
SAN DIEGO, WITH HIGHEST
CONCENTRATION IN THE
DOWNTOWN AREA
ECONOMIC IMPACT STUDY TO BE
COMPLETED WITH SDSU SPORTS
MBA DIRECTOR, SCOTT MINTO
FUNDS REQUESTED
$400,000
ROOM NIGHTS GENERATED
(ESTIMATED)
43,000
HISTORICAL PRE-TAX ADR
(2013 ECONOMIC IMPACT STUDY)
$178
TOTAL ESTIMATED SAN DIEGO
ROOM NIGHT REVENUE
$7.7M
TMD ROI
19:1