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TTBIDSALESANDMARKETING
ExecutiveSummary
TheoverallTTBIDbudget,andtheEventsbudgetwerepresentedandapprovedattheOctober2016TTBIDmeeting.RemainingdetailedbudgetsandstrategieswerepresentedandapprovedattheNovember2016TTBIDmeeting.Thismeansactualspendingofthe2016-2017budgetdidnotbeginbyanysignificantmeasureuntilJanuary2017asStaffmovedasquicklyaspossibletovet,select,onboardandlaunchstrategiesgivenTTBIDdirectionandmission-hiringoversixexpertsandagenciesinadditiontofindingandhiringanexpert20-25hour/weekGroups+EventsManager.
ResultsandactualexpensesreflectfivemonthsoftimetoimplementtheSales&MarketingTTBIDbudget.Note:Staffanticipatedmuchwouldbelearnedwhileestablishingperformancebaselines,January–June2017.ContracttermswithallagenciesandcontractorsendJune30,2017inordertohaveflexibilityforchange.Currently,Staffishighsatisfiedwithresultsandplansonrenewals,afterconfirmationofgoals.Lookingahead,ifTTBIDdoesnotchangetheoverarchinggoalorbucket%allocations(Events,FIT,Groups+Meetings,etc.)forfiscal2017-2018,CommitteeMemberscouldexpectStafftocontinuedowntheroadofcurrentstrategies,withmoderatecoursecorrectionsoradjustmentsasdirectedbyTTBIDCommitteeatJune2017Retreatoranymeetingthereafter.IfTTBIDsignificantlychangestheoverarchinggoalandbucket%allocations(ORaddsnewbucketcategories,inexample“reserves,communityrelations,infrastructure,etc.”withinadherencetorequirementsoftheMDP),CommitteeMemberscouldexpectStafftoshiftcourseandpresentadifferentroadmapandstrategiesfor2017-2018.
Staff’sadviceistoviewTTBIDyearoneasastartup.TTBIDisastartup.Wearebuildingfromthegroundup;testingandestablishingbaselines,creatingprocesses,identifyingsuppliers,determiningwhotheaudienceisandthebestdistributionchannels.Additionally,wearelearningaboutroadblocks,newopportunities,gettingfeedbackandbuildingtrustwithpartners,stakeholdersandthepublicatlarge.Thisisrequiringtime-intensivemanpower.
StaffencouragesTTBIDCommitteetothinkfartherthanoneyearout,to2020inbudgetplanning.TTBIDrevenueisandwillcontinuetobesignificant;requiringindependentminds,makingdecisionsforthegreatergood,throughdynamicdiscussionthenunityasaTeam.
EVENTS+SPORTSGROUPSMidwayinpurchasefunnel(exploration,consideration)
EVENTS+SPORTSGROUPSMidwayinpurchasefunnel(consideration)
AnnualBudget:$189,700Spent&Encumbered(June30,2017):$37,153Balance:$152,546*Strategy#1:AttractSportsGroupstoutilizeTruckeevenues.Strategy#2:FundexistingTruckeeEventsthatshowpotentialtoincreaseroomnights(shoulderseason).Strategy#3:Underwritenew,large-scaleeventsduringshoulderseason.Results-SportsGroups+Events
• SeveralmeetingswithhotelownerandEventProducerLeoBurkeforguidanceandinput(ongoing).• Hiredpart-timeGroups+EventsManager.• CreatedTTBIDGroups+EventsSubcommittee;monthlyandspecialmeetings.• ConductedmultiplemeetingswithTownofTruckee,PoliceDepartment,SpecialDistricts(TRPD,Fire
District,TTUSD)andkeystakeholders(TDMA,NLTRA)toask,listen,andbuildconsensusforshoulderseasongroupsandeventsinTruckee.
o DedicatedtimefordiscoveryandevaluationwhileatthesametimebuildingtrustforTTBID.• Convenedkeystakeholders(Town,TRPD)withSummitLacrossetodiscussfieldcapacityneeds.• PulledtogetherTruckeefieldstoensure2017SummitLacrosseeventwouldnotbeapotentialbust.• SupportedTownofTruckee“SpecialEvents”publicworkshop.• LaidgroundworkwithTowntocreate400parkingspotsforToughMudder(eventcancelled).• Developed,launched,andmarketednewTTBIDSpecialEventsFundingProgram.*
o Funded19Truckee2017Eventsat$53K.Provenheads-in-bedswillbeexpectedforfuturefunding.
o FundedtwonewTruckee2017Events(MountainBikeInvitational,TahoeFilmFestival).o FundedonenewlargerTruckee2018springevent(NightintheCountry).o Fundedonenewtournamentforfall2017.o HotlistedfivenewlargerTruckee2018eventsincludingBaconandBourbonFestivalwithMark
Estee,FlyFishingFestival,FirstAnnualMountainBikingFestival,FourWheelersTrails&Ales,andTruckeeFilm&FoodFestival.
• Purchasedandsecuredkey,events-relatedTruckeedomainnamesasassetsforTTBID.• LaunchedonlineGroups+EventsRFPform.
*$91Kinpre-committeddollarswillbeexpensedinfiscal2017-2018eventsandtournament.Eventgrantswereissuedat50%tostart,with50%balancewhenheads-in-bedsobligationsperagreementareproven.
Observations&Insights-SportsGroups+Events
• ThisyearisthefirsttimeanorganizationwithsignificantfundinghasputaconcertedefforttowardsmajoreventsinTruckee.
• Asignificantamountofhourswasneededindiscovery,meetings,andrelationshipbuilding.o CriticalstakeholdersinTruckeehaveneverexperiencedthisdegreeofanorganizedinterestin
eventsbefore.• Therearecommunity“win/wins’tobehadwithTownofTruckee(forexample)suchasa2018
“MountainBikingFestival”couldhelpbuildtheTruckeedestinationthroughlegitimizingpopular,butcurrentlyillegaltrails.
• Constraintsandlimitationsofballfieldcapacityisapotentialroadblockforfieldtournaments.• Long-termdiscussions(viewingyearsdowntheroad)andmorerelationshipbuildingisneededwith
TRPD,TDMAandTTUSD.
• Moretimeisneededtogetmetrics,specs,images,contactinformationandschedulingprocessfiguredoutforinternaluseandforpublicfacingmarketingforTruckeevenues.
• Investmentinprofessional,venuephotography(ballfields,pool,outdoorspace,etc.)iskey.
• Forcontinuedsuccess,StaffadvisestheGroups+EventsManagerisneededyear-round.
FIT(FrequentIndependentTraveler)
FIT(FrequentIndependentTraveler)
AnnualBudget:$135,500Spent&Encumbered(June30,2017):$72,753BalanceRemaining:$62,746
Strategy#1:Focusondigitalleadgeneration.Strategy#2:Fundbranddestinationmarketingtacticsanduniquebrandpositioningopportunities.Strategy#3:Driveregionalandnational“PR”andinboundlinksfrommajorpublishers.
FITStrategy#1-LodgingLeadGenerationMidtolowinpurchasefunnel(decisionmaking,purchase)
Strategies–LodgingLeadGeneration(Audience)
• ReachonlinevisitorsseekingorconsideringTruckeeorNorthLakeTahoelodging.• Heavy-uponnational(fly)marketsduringpeakseasonformidweek,longerlength-of-stay.• Targetdrivemarketduringshoulderseason.• Driveleads(clicks)totruckee.com/lodging.• FocusonstrategiesthatyieldahighdegreeofclearROImetrics.• Captureemailaddresses;increasesocialLikesforallpotentialovernightvisitors.
Tactics–LodgingLeadGeneration(PaidMedia)
• Vetted,hiredandon-boardedagencyexpertsinSocial,SEM,EmailMarketing,Content(SEO)andCreativeDesign.
• Analyzedcompetitor,partnerand“like”destinationmediabuysandmarketingplansinordertobuildTTBID’smediaandmarketingplan
• LaunchedLodgingSearchEngineMarketing(SEM,a.k.a.GooglePay-Per-Click).o ComplimentedLodgingSEMwithdining,shopping,TruckeeactivitiesSEM.
• DesignedandproducedsixbannersizesTruckee“basecampforabiglife”–winter+summerversions.o DistributedbannersonTripadvisorandAdroll(retargetingvisitorsonTruckee.com).
• DesignedandlaunchedTruckeeENTERTOWINvacationcontest+banners–winterandsummero BoughtanddistributedVacationContestofferto100K+3rdPartyEmailLists(Sunset,
VisitCalifornia,Snowbomb,BigLifeMagazine).• DirectedSocialPaidagencytoyieldlodgingandeventleads(clicks),andtoincreaseinscale(likes).
o Testedmessaging“officialTruckeelodgingwebsite”,“spendlocal,supportlocals”,geotargeted.
Tactics–LodgingLeadGeneration(InboundContentCreation(SEO)&EmailMarketing)• Vetted,hiredandgavedirectiontofivewriters(authorsforTruckee.com/blog)
o Articlesdiversifybeyondtheski/ridesaturatedmessage;uniquelypositioningTruckee.• Hired,trainedandon-boardedEmailMarketer;providededitorialdirection/oversight.• WorkedwithProgrammeronMailchimplistmanagement.• WorkedwithProgrammeronlodginglandingpage(s)optimization(continuous).• ProducedthreenewVisitTruckeeE-Newsletters(6X/year).• Implementedemailopt-inpopuponTruckee.com.
Results–LodgingLeadGeneration
• NewwebsitelaunchedinSept.• Comparingsummervs.winterquarters(peakseasons)showsa2Xinsessions,60%growthinusers
(people),andnearly2Xinpageviews.• Strategiestoincreasedriveandflymarketsshowingapositiveshiftinsessionsbylocation.
• Foralllodginglandingpagescombined(comparingsummertowinter)weseea4.6Xincreaseinsessionsand3.8Xinpageviews.
• AsofQ3,weseeHotels+Resorts+RusticLodges+B&Bslandingpagesarepacingat1.7Xinsessiontrafficcomparedtonightlyrentals(vacationhomes).
• Q1isnotrelevanttolookatasthatwastheoldwebsite.
• Eventsessionsandpageviewswereveryhighinfallasmostmajoreventsarenowpushedinshoulderseason.Thus,thesessionsreducedfrom14Kto8K.
• Wintertendstobelowerinmajorevents(skiing/ridingisthedraw),buthigherinweekly“activitiesandsmallerevents”suchasfullmoonsnowshoetours.
• TheimpactoftheentireTruckeecommunitycreatingloginsanduploadingtheirevents,ontheirownishuge,runningatabout230permonthandsavingTTBIDtimeandmoney.
• Paidadvertisingsocialmedia,PPC,displaybannersdidnotstartinsignificantdollarsuntillaterQ3.• Evenwithmodestbudget,leadsgenerated(clicks)tolodgingoreventpages(asreportedbychannels)
increasedover2Xbetweenfallandwinterto18,835.
• Asthehighestqualifiedleadgeneratingchannel(PayPerClick),weseetremendousopportunityherewithatestbudgetthatreallyonlybeganstronglyinFebruary.
• Constantoptimizingandtestinghelpsincreaseclicksanddecreasecosts.• Thebiggerthebudget,thegreatertheimpressionsharewecanbuy.• Inwinter,weseehowpeaktravelseasonreducesourimpressionshare,thusrequiringmorebudgetto
compete.• PPCisexpectedtopaceat$60K/year.
• Displaybannersaregenerallyconsideredahigherfunnel,brandingstrategy.• Thehighertheimpressions,themorequalifiedtheaudience,thegreaterclickpotential.• VerypleasedwithretargetingclicksandTripadvisorresultsinallmetrics.
• Goalsinsocialweretodriveleads(clicks)andincreasescale.• Re:scale,sincehiringIdealWild,weareseeinghealthygrowthbetweenQ2andQ3.• Re:clicks,over12KinQ3isverystrongassocialisnotconsideredaleadgenchannel,ingeneral.
• ENTERTOWINcontestgeneratedover2Kqualified,optedinsubscriberstoVisitTruckeesofar.• Onadailybasis,weseeabout20optinsusingtheMailchimpPopup.• Wesent3newVisitTruckeeE-Newslettersrunningata25%openforApril.
• ListstheENTERTOWINwasdistributedthrough-includedveryhighcounts,geoandbehaviorallytargeted.
• Ittakesmegaliststogetconversionsingeneral,theeffortisonlyworthitforlargelists.
Observations/Insights–LodgingLeadGeneration
• SEMbegan(insignificantmeasure)inlastFebruary2017(1/2-waythroughfiscalyear).SEMispacingat$60Kannuallyinmediacosts,nearly2Xoforiginalestimate.
• Keywords“laketahoe”areneededtogainclicksfromnationalaudiences.
• DisplayBanners(RetargetingandTripAdvisor)beganinFebruaryaswell.o Bannerscouldbeexpandedtoan(awareness)buyonTimeInc.network(inexample)and/or
nichewebsitessuchasOutsideMagazinethatreachqualifiedtargetaudiences.Oronacustombuiltnetworkbaseduponbehavior.
• Investmentinhighfunnel(awareness)couldincludetraditional,offlinemediasuchasBrandnational
printads,airportbillboards,etc.atahighexpense,lowtonotrack-ableROI.
• EmailMarketingisthe#1conversionchannel,thusinvestinginmoretime/talenttoincreaseNewsletterfrequencyto12X/yearcouldbewiseinvestment,inadditiontoyear-roundEnter-To-Winvacationcontests.
• SocialspendingdidnotbegininearnestuntilMarchandneededanincreaseafter60daysto
$800/monthinmediabuy.o Socialstrategyismoreofanengagement/brandplayalthoughconversioncampaignsfor
lodgingdidverywell.
• BottomLine:asalowfunnelstrategyclosesttoconversion,LeadGenerationisconsidereda“go-to”whenbudgetsaretightandfundscannotbespenthigherinthepurchasefunnelonlesstrackabletacticsandmoreonBrandawareness.
FITStrategy#2–BrandDestinationMarketingUpwardsinpurchasefunnel(exploration,decisionmaking)
Results-BrandDestinationMarketing
• FundedHistoricDowntownTruckeebrochureanddigitalmap.• DesignedandfundedTruckeeScenicPavedPathsbrochure.
o PartneringwithTahoeBikeCoalitionondistributionandTruckeedigitalmap(inprogress).• DesignedandfundedTruckee2017EventsRackCard.• Investedtime/resourcesneededtoearnnew“CaliforniaCulturalDistrict”designation.
o CollaboratedwithTownofTruckee+ArtCommunity.o Spent75+hoursonTruckee.comwebsiteculturalportal(artgalleries,history,sites).o CurrentlySemi-Finaliststanding.
• DevelopingTruckeeArts+Culturebrochureandmapregardlessofwinningornot.• Developing2017-2018TruckeeVisitorsGuide(magazine,inproduction,distributedinandoutof
market).• DevelopedWinterandSummerActivitySheetsforlodgingdistribution.• ConductedquarterlyTruckeeTourismCommitteeMeetings(20+attendees)tosharenews,support
collaborationandconvening,positiverelationships,andnetworkingamongstTruckeemarketersallfocusedongettingvisitorshere.
Observations/Insights-BrandDestinationMarketing
• CriticalmassofBreweries,Distilleries,Winetastingnowenoughtodevelopacompetitivestory;itinerary/map/brochure,andblogarticlestoattractvisitorsandjournalists.
• HighpotentialtodevelopTruckeeasquick,easilyaccessible“summertraining”destinationwithinfrastructureandlocaleventsfortrailrunning,backpacking,roadandmountainbiking,swimming,boating.
• NaturalfittobuildTruckeeasa“mountainbikingmecca”,givenSierraButtesFoundationinvestmentinsignatureeventproductionhereinTruckee.
• Motivatedlocalspecialistsandbusinessesrelatedtofishingcouldhelpbuild“familyfishing”destination.
• PartnershipwithSkiAreascontinuestobestrongandcollaborative;helpingusleveragetheirassets(photos,blogs,video)andTruckee’sbrandpositioning–10minutesfromworld-classskiareas.
• WinningthefirstCaliforniaCulturalDistrictdesignationwouldleverageVisitCalifornia.comevenmore,inadditiontoframingupawaytotelltheTruckee“arts,culture,workshops,galleries”story.
• Staffingtime/resourcesareneededtomanTruckeeBrand10X10popupinordertodistributebrochures,eventrackcards,magazines,servingasa“popup”visitorcenteratmajoreventsandTruckeeThursdays.
FITStrategy#3–PublicRelations(PR)&InboundLinks(MajorPublishers)Midtolowinpurchasefunnel(considerationtoconversion).
Tactics–Targethigh-reach,high-impactpublishersandinfluentialtravelorganizationstoyieldtraditionalPR,SEO&referral/inboundlinks.
• Vetted,hiredandgavedirectiontoJVPCommunications(May)tohandlePRinquiries.
o PriortoMay,allmediainquires,FAMSandpartnerassistancerequests(Northstar,NLTRA)handledin-house.
• AttendedVisitCaliforniaConference,SanFranciscoMediaReception,QuarterlyHighSierraVisitorCouncilMeetings,Reno-TahoeAirServiceCorporation(RASC)meetings,NorthLakeTahoe(NLTRA)MarketingCo-OpMeetings.
• PressedforTruckeeassets(images,video),links,brochure,magazineandmediacoveragefromkeyorganizations.
o RASC(http://flyrenotahoe.org).Newwebsiteindevelopment.o HighSierraVisitorsCouncil(HSVC)http://www.californiahighsierra.com.Newwebsitein
development,brochureandinternationalmagazinecoverageincludesTruckee.§ May23QuarterlyMeetingheldinTruckee.
o 19thAnnualTahoe-Reno,June8thGolfMediaTourhttp://www.tahoerenogolfmediatour.com.o June12thVisitCaliforniaFAMplannedtodrivemoreimpactonhttp://www.visitcalifornia.com
Time,Inc.SeniorEditorialcontentteam(sixattendees).Results–PublicRelations(PR)&InboundLinks(MajorPublishers)
• Eightarticlesinhighreach(offline+online)publications(LATimes,NewYorkTimes,SanFranciscoChronicle,SFMercuryNews,etc.)garnering$1,433,526inmediaplacementvalueperJVPC.
• 52blogpostsinnichecontenttopics.• OnemajorFOX40NewsBroadcast(otherthansevereweatheronNBCNightlyNews).• 10newmedialeadscurrentlybeingnurtured.
• SincepressingforcontentandlinksonVisitCalifornia.com,uniquepageviewsaboutTruckeeincreased
from78Kinfiscal15-16to553Kinfiscal16-17,asofMarch31,2017.• ReferraltrafficfromVisitCalifornia.comnowpacesat300/monthvs.30/month.
• SevenTruckeementions(forandaboutTruckee)werepublishedbyVCTeam.• DirectedMering-Carson(VisitCaliforniaBrandAgency)onbestTruckeeB-Rolllocationsforwinter
Observations/Insights–FITPublicRelations&InboundLinks
• Itwilltaketime,unwaveringattention,BrandawarenessandrelationshipbuildingtoincreasestaticPR/Referrallinks.
• We,Truckee(ourBrand),needtoconstantlycomeupwithnewandinnovative(tourism-focused)storyideasinordertoincreasetrafficfrommajorpublisherwebsites.
• TheFITbucketwillneedhigherfundsinPRinnextfiscalyear(assumingFITstrategystaysthecourse)duetohighvolumeofinterestinTruckeeandtimeneeded.TheROIproveshighvalue.
• TTBIDmaywishtobudgetforPRroom-nightexpensesasamediacost.
• RASCannualexpenseof$10Kwaspro-ratedandthusonly$2Kcameoutofthisfiscalyear.• StaffisrequestingmembershiponRASCMarketingCommittee.• StaffisrequestingmembershiponVisitCalifornia.comSnowCommittee.
• WhiletheHighSierraVisitorsCounciliscloselytiedtoVisitCalifornia,HSVCeffortsaremostlyonthe
internationalplayingfield,whichisbestsuitedtodrivevisitationtoLakeTahoe(Truckeenotbeingthefocusandratheranamenity/add-on).At$2K/year,HSVCmembershipissmallyetgetsStaffaccesstokeymediaandinfluencersatVisitCaliforniaCorporateinadditiontocamaraderieandteam-orientedregionalandstate-tourismthinking,pluswegetnewideasandexposuretomediaplansandstrategiesforPlacer,Mono,TuolumneandothercountiesintheSierraNevada.Wellworththedues.
WEBSITE+TECHLowerinpurchasefunnel(conversion)
WEBSITE+TECHLowinpurchasefunnel(conversion)
AnnualBudget:$81,300Spent&Encumbered(June30,2017):$7,488Balance:$73,811Results
• Implementeddetailedflightspageandairlinesbookingwidget.• ImplementedMeetings+Groupsinprimarynavigation,addedinquiryform.• Madefunctionalityenhancementsonlodgingcategorywebpages(filterbyin/outofTruckee).
Observations/Insights–WebsiteandTech
ThisbucketalsocoverseventsandlodgingspecificcontentorprogrammingneededonTruckee.com.ThemajorityofheavyliftingforlodgingfunctionalitywasdonepriortoTTBID,thustherewasnotasignificantamountofexpenseinadditionalwork.Includedinthisbucketisalineitemfor“sharedexpenses”(33%ofthetotalcostforon-demandsoftwarethatrunsmarketingsoftwareandprograms,theremaining%issharedwithTownofTruckeeandChamber).TTBIDhaddecidedtoallocatethelionshareof$81Ktoinvestinabookingengine.Staffhasnotembarkeduponthateffortyetandseekstohaveapros/confeasibilitydiscussionwiththeCommitteepost-Retreat.
Groups+MeetingsUppertomidwayinpurchasefunnel(exploration,decision-making)
Groups&Meetings
Uppertomidwayinpurchasefunnel(exploration,decisionmaking)
BudgetedAnnualBudget:$35,230Spent&Encumbered(June30,2017):0Balance:$35,230
ResultsDevelopmentofaGroups+Meetingslandingpageandadditiontoprimarynavigationwasimplementedaswellasresearchandreviewofcompetitivewebsites(i.e.GoTahoeNorth).
Observations+Insights–Groups&Meetngs
Groupsaredefinedascorporate(meetings),familyreunions,weddings,meetupsandotherspecialinterestgatheringsthatgotoadestinationinsizesof10+.Competing/comparablemarketinginmeetings+groupswouldbehttps://www.gotahoenorth.com/meetings/.NLTRAemploys(+commission)afulltimestaffpersonforgroups+meetings.Foryearone,StaffplansweretogetthespecsandassetsforTruckeeindoor/outdoormeetingspaceidentified,organizedandpresentedonlineandinprint–asafirststeptounderstandingwhatcapacitywehaveandthebestgroupstotarget.NextSteps-thisbucketwasintendedtofocustimeongeneratingorrespondingtoleadsaswellascreatingassets(commercialphotography,brochures,digitalfloorplans,meetingroomspecs,etc.)inordertohaveafirmsetoftoolstocommunicatewith.
DMO–Destination/BrandingHighinpurchasefunnel(awareness)
DMO–Destination/BrandingHighinpurchasefunnel(awareness)
Budgeted:$10,840KSpent&Encumbered(June30,2017):$10,000Balance:$840
Observations+Insights–Destination/Branding
• $5Kwasspentontheweek-longpilotprogram(holidayshuttle)operationalcosts.Staffspenttimeassistingwithadvertisingdesign,survey,etc.ROIindicatedNewYearsEvewaseffective,butnotothernights.
• $5KisencumberedinresponsetotheTownofTruckee’s$15Krequestforsupportingthe2017Truckee
Thursdaysshuttle.
• ThisbucketcouldbeperhapsrelabeledasCommunityRelationsvs.DestinationBrandingwhichbelongsmoreinFIT,garneringawholedifferentconversation.
Research+Metrics
Research+Metrics
Budgeted:$5,420Spent&Encumbered(June30,2017):0Balance:$5,420
Observations+Insights-Research+Metrics
• TTBIDdecidedtonotinvestinDestimetrics,aresearchandindustryreportingserviceutilizedbyNLTRA.Instead,aboutamonthago,ChairWinterbergerandStaffmetwithTowntodetermineifnightsavailableandoccupancydatawasavailableorcouldbecollected,forourownanalysisandunderstandingofADRandREVPAR.WewereadvisedthatTown’sparttimeAdministrativeAnalyst(taskedwithTOTdatacollectionandanalysis)wasnolongerwithTown,andthattheywerehiringanddidnothaveameans(currently)tochangetheircurrentdatacollectionform(onlineoroffline)inthenearfuture.ThisledtolearningthatTownisresearchingimplementingcreditcardprocessingtoimproveTOTcompliancewhichwillincurupwardsof$50-$70Kincreditcardfees.Itwasquestionedastowhowouldpayforthat.
• AsTTBIDgrowsinsophistication,revenueandincommunicationwithallassessedproperties,knowing
ourkeymetricsandhavinginsightswillbeourhighestmeasureofsuccess.Solvingourlocalhospitalitydatacollectionchallenge,andobservingtrendsbetweencategories(hotels,nightlyrentals,boutiqueinns,camping)willbeessentialforTTBIDtodemonstrateacommandofknowledgeforourindustryinTruckee,andhowwecomparetoourgreatestcompetitors.
TourismIndicatorsThroughresearchingotherdestinationKPIs,weseethatdatainsightssuchasrestaurantreceipts,actualvisitortypes(national,international),conventionandmeetingspaceoccupancyrates,skiarealiftticketsalesandevenroadtraffic(throughsensors)areallmetricsthatcanrevealtrendsandimpactsofunforeseenevents.ThroughRASC,wegetclearmetricsonpassengervolumes,numberofdirectflightsandsourceoforigin.ThefutureisunclearastohowlongitwilltakeTowntobeginthecollectionofnightsavailableandoccupancydata.Wewillcontinuetoworkaspartnersinthisareaasunderstandingwhereweare,andtrendsinADRandREVPARarekeytoevaluatingTTBIDsuccessfor2020renewal.
TOTCompliance
TOTCompliance
Budgeted:$16,260Spent&Encumbered(June30,2017:$0Balance:$16,260
Observations+Insights-TOTComplianceAttheoutsetofTTBIDsettingthisbudget,notmuchwasknownabouttheTownofTruckee’sHostComplianceinitiative,whichTTBIDnowbelievestobeeffective.Thebulkofback-paymentsduetotherecentoutreachlastfallwasrecordedinQuarterEnding9/30/16,whichwasapproximately$181kofTOTand$35kofTBID.SincelearningoftheHostComplianceinitiativeandsuccess,TTBID’sadjustedplanwastousethisbucketfordirectmailandE-newslettercommunicationstoassessedpropertiesandpotentiallyallTruckeelocals.MeetingsandcommunicationwithTownofTruckeehaveyieldedanagreeduponprocessofreceivingupdatedemailaddressesandmailingaddressesuponrequesttoTown.Nextsteps-designeye-catching,brandedTTBIDcommunicationpiecesthatrepresentthemissionandresultsforTTBID.StaffdecidedtoawaittheoutcomeofTTBIDretreatbeforemovingforwardwithacommunicationsplanthatwasgoingtobeasimpleintroductorybusinessletterprovidinginformationaboutwheretolearnaboutTTBIDandhowtoopt-intocommunications.
MarketingStrategic/ProjectManagementServices
MARKETINGSTRATEGIC/PROJECTMANAGEMENTSERVICES
Budgeted:$67,750Spent&Encumbered(June30,2017):$90,525Balance:$-22,775TTBIDMarketing+Strategic/ProjectManagementServices
• C.Dalton+L.Saundersprofessionalstaffstrategicplanning,managementandexecutionofallcontractwork
o July-August:chargedat$4,500permonth(approx.9.5hoursaweek)o Sept-December:chargedat$5,500permonth(approx.11.5hoursaweek)o January-April:chargedat$9,800permonth(approx.20.7hoursaweek)o May-June:expectedtobechargedat$10,000permonth(approx.21.0hoursaweek)
Observations&Insights
• Aftertheoverallbudgetallocationsanddetailedmarketingbucketswereapproved(November2016)staffproceededtohireaGroups+EventsManager(January2017).
• Withbudgetinplace,theeventinitiativeunderway,staffturnedenergiestolayingthefoundationofputtingtogetherandonboardingtheteamofexperts(outsidevendors)anddevelopmentofnewcreativecampaigns,andimplementingthemultitudeoftacticsoutlinedintheworkplan.Atthispointintime,staffhoursbeganincreasing.
• Stafftimeiscurrentlypacingatapprox.21hoursperweek.Itisanticipatedthislevelofservice(ifnotmore)willcontinuetobenecessarytoimplementtheprogramasplanned.StaffwillcontinuetoworkcloselywithTTBIDChairandManagementCommittee,toconstantlyassesstheworkloadandreportstaffingrequirementsnecessarytoexecuteontheplannedinitiatives.
• A2015DMOOrganization&FinancialProfileStudyindicatesDMOswithbudgetsof$500,000-
$999,999allocate:o 42%topersonnelcostso 47%toprogramexpenseso 11%toadministrative/generalexpenses
• Afull12monthsofexpensesforthecurrentoverallbudgethasnotbeenincurredforTTBIDasmost
costskickedinstartingJanuary,2017.Ofthemoneyspent(andencumbered)inFY16/17($248,448),chargesbreakoutas:
o 37%topersonnelcosts($92,525)o 52%toprogram(salesandmarketing)expenses($128,526)o 11%toadministrative/generalexpenses($27,396)
ADMINISTRATIVE/GENERALEXPENSES
ADMINISTRATIVE/GENERALEXPENSES
ADMIN-SECRETARIALBudgeted:$2,300Spent&Encumbered(June30,2017):$2,702Balance:-$402Details
• CoversThePaperTrailSecretarial&BusinessSolutionsmeetingminutesforTTBIDmeetings.• NotethisserviceworkbeganOctober1,2016.Nextyear’sannualcosttoTTBIDisestimatedtobe
$4,000(approx.$330permeeting)**************************************************************************************************
BOOKKEEPINGSERVICESBudgeted:$4,875Spent&Encumbered(June30,2017):$2,362Balance:$2,512Details
• Covers“SupportingStrategies”anoutsourcedbookkeepingservices.ThisexpenseissharedwiththeTownofTruckeemarketingcontract,theTruckeeTomorroweconomicdevelopmentpublic/privatepartnership,andtheChamber.NotethisserviceworkbeganMarch1,2017.Nextyear’sannualcosttoTTBIDisestimatedtobe$9,000(approx.$750permonth)
MISC.ADMINCHARGESBudgeted:$29,672Spent&Encumbered(June30,2017):$23,331Balance:$7,340Details
• Covers25%ofChamberoperationalexpenseschargedtoTTBIDincludingrent,alarm,officesupplies,insurance,telephone,internet,equipment(computers,copier),andITsupport