annual report 2015 - image and video upload, … · 2015-10-16 · annual report 2015 mission: ......

visitoakland.org | #oaklandloveit

annual report 2015

Mission: Increase tourIsm’s economIc Impact to oakland

through destInatIon development and brand management.

Vision: to tell the world that oakland Is a world-class destInatIon.

executIve summary In April 2014 Visit Oakland rolled out research, a strategic plan for selling and marketing Oakland, and most importantly, a new destination brand. The way we want to present Oakland to the world came to life that day at the Paramount Theater.

A year later, we are proud of the tangible things that have been developed using the new branding and the results that have been achieved.

• OaklandMap• OaklandVisitor’sGuide• OaklandSportsFacilitiesGuide• VisitOaklandWebsite• OaklandRestaurantWeek• SeasonalAdCampaigns• IAMOaklandProgram

Oaklandisquicklybecominga“hot”destinationinCalifornia–withnational and international media attention and accolades that catapult

ittothetopof“mustvisit”lists.HotelshaveseenarecordbreakingyearwithOakland’soccupancy and rate growth far exceeding national averages and reinforcing the need for more product in the market.

Withanestablishedteam,astrongbrand,increasedawarenessinthemarketandanengaged community of stakeholders, Visit Oakland is looking to take huge strides in the comingyear.WeapplaudourhotelsforsupportinganewOaklandTourismBusinessImprovement District that will provide Visit Oakland with incremental funding dedicated to increasing visitation and spending. It will make us more competitive as we attend trade shows, place media and advertisements and attract convention and group business.

There is a lot of work left to do in order to keep demand high and prepare the destination for more hotels and more visitors.

• CityWayfinding• YouthandAmateurSportsStrategy• AdvertisingYearRound• InternationalRepresentation• ConventionServices

ThethemeforthisyearisDREAMBIGandthoughtherewillbelotsaccomplishedinthecomingmonths,anoldNikemottocomestomind,“Thereisnofinishline.”

AlisonBest President&CEO

Board of directors executive committee mark Hochstatter, Chair,

Executive Inn & Suites and Best Western Plus Bayside Hotel

michael leBlanc, Vice Chair, Picánsima Patel, Past Chair, Holiday Inn

Express Hotel & Suitesmark everton, Treasurer,

Waterfront Hotelleslee stewart, Secretary,

Paramount Theatresam nassif, The Inn at

Jack London Square

Board of directors V. Toni Adams, Alameda County

Office of EducationJohn Albrecht, Port of OaklandCarl Chan, Oakland Chinatown

Chamber FoundationDexter Davis, D Street MediaMark Clement, Hilton Oakland AirportLeonard Czarnecki, The Claremont

Hotel Club & SpaBarney Fonzi, Diablo MagazineC.J. Hirschfield, Children’s FairylandLisa Kershner, Oakland Marriott

City CenterBarbara Leslie, Oakland Metropolitan

Chamber of CommerceLinda Meyer, Jack London SquareDr. Joel Parrott, Oakland ZooPaul Patel, Washington Inn

staff listAlison Best, President & CEONatalie Alvanez, Director of

Marketing & OperationsKim Bardakian, Director of

PR & Community RelationsBrandi Hardy, Senior Sales ManagerDaniel Metz, Digital Marketing &

Communications ManagerStephanie Nash, Operations ManagerSamantha Scott, Sales ManagerFrances Wong, PR & Community

Relations ManagerStefanie Canillo, Sales CoordinatorPaul Lim, Marketing CoordinatorKenneth Brown, Visitor Center

Associate

industry Partners

strategic Partners

Front cover photo credits: Trproz Photography, Darren Soto, BART, Jerry Ting, Kristen Loken

tourism supports

94,000 full-time joBs in the oakland region.(Source:Dept.ofLaborStatics,Oakland-Fremont-Haywardmetropolitanarea)

Did you know?

eConoMIC IMpaCtoF tourISM

$90food

per day (Source:YoungStrategies,2014,SmithTravelResearch,2015)

toP 5 ways visitors sPend tHeir money in oakland:

lodging

per day

$143

recreation

per day

$48retail

per day

$70

trans- Portation

per day

$30

more tHan 2.6 million PeoPle

visited oakland in 2014.oakland visitor center welcomed over 5000 visitors in 2014.

(Source:SmithTravelResearch,YoungStrategies,2014)

VISITOAkLAND.ORG | 3

average daily rate of occupancy increased

11% over 2013Hotel occupancy was 79% in 2014 increase 4% over 2013.(Source:SmithTravelResearch,2015)

the city of oakland’s occupancy is forecast to reach a record breaking 80% in 2015

and a 9% growth in average daily rate. (Source: Smith Travel Research)

total transient occuPancy tax collected By city of oakland

$ 13,4

44

,572

$ 15,5

60,9

91

$ 17,7

73,10

0

$ 20,2

28,6

69

2011/12 2012/13 2013/14 2014/15 forecast(Source:CityofOakland)

toP ten marketssan francisco Bay area

los angeles metro new york/newark, nj

SEATTLE, WA • CHICAGO IL • PORTLAND, WA wasHington dc metro

san jose/silicon valley san diego

riverside/san Bernadido

Source:NsightBusinessIntelligence

oakland’s annual visitor spend is over

$1.4 Billion.

(Source:SmithTravelResearch, YoungStrategies,2014)

Smith Travel Research data excludes luxury, midscale and economy properties.

4 | VISITOAkLAND.ORG

Major goalS aChIeved

Increased hotelweekend stays by

4.6%

over previous year

Increased overall hotel occupancy by

3% over previous year

Time on website increased

81% Bouncerates

decreased

49% Developed strong relationships with

local news directors in print, tv and radio

Securedover

30 media placements

in top tier publications

Produced Official Visitor

Guidesupported by advertising

Produced Official VisitorMap

with the CityofOakland

IncreasedGroupSalesLeadsby

237%Launched

ConventionCalendar

Hosted client eventsinChicago,

London,Mesa, NewYork,Orlando

&Stockholm

Hosted sales training event for hotel sales staff

Secured4StrategicPartners:

Amtrak,BART,SuperShuttle,

Discover

Increased Oakland RestaurantWeek

web traffic by

494%

Secured$25,000 in sponsorship

for Oakland Restaurant

Week

HostedUkTravelTrade&MediaduringRaider’s

UkGame

AwardedDMAP,Destination Marketing

Association’shighest

accrediation

Launched i am oakland,

aFrontLineTraining Program

Organized networking mixers

& luncheons for stakeholders

Photos Courtesy of: Daniel Thorp, Natasha Greenblot, J. Kevin Foltz, Ozumo, BART, Claremont Hotel, John Joh


MarketIng Visit Oakland executed the new Oakland destination brand through creation of new advertisingcampaignsandbrandedmaterialsincludingtheOfficialVisitorsMap,anOfficialVisitorsGuide,SportsGuideandOaklandPocketGuide.Contentmarketingguidedthestrategy, allowing new content developed for the website to be used in print guides, email marketing and social media. the visit oakland website won travel weekly’s 2014 silver magellan award for best destination website.

discover the oakland you don’t know

Target:Adventure Seeker, Experience Seeker in Portland & LA Travel

summer is coolTarget:Bucket Lister, Experience Seeker in

Sacramento

Holiday campaignTarget:Adventure Seeker,

Bucket Lister

marketing By tHe numBers

1.2million

weBsite Page views

35%increase

in faceBook fans

62%increase

in twitter followers

79%increase

in instagram followers

14,000uses

of #oaklandloveit

122weBsite articles

created

advertIsIng campaIgns

collateral

OfficialOaklandVisitorsGuide

adventure seeker• 25-35yearsold• Movingupintheircareer• Nofamilyorveryyoung

family• HHI@100k+• 6+tripsperyeararound

authentic experiences

oakland target audIences

OaklandSportsGuideOfficialOaklandVisitorsMap

Bucket lister• 66+yearsold• HHI@$100k+• Highpercentageof

incomeisfixed,tiedtoinvestments

• 5+tripsperyearwithlonger stay periods

exPerience seeker• 36-50yearsold• Doubleincome,nokids• HHI$200k+,highdisposable

income• 6+tripsperyear• Immersivetravelexperiences

OaklandPocketGuide


Content developMentVisitOakland’scontentmarketing,nativeadvertisingandvideocontentcurationmodelworkedtodeliverbigresultswithkeyindustry partners.

matador travel network• 10articlespublished,1video

• Over100,000pageviews

• TotalSocialImpressions:3.2million

• InstagramTakeovergarnered over 14,000 engagements

FrIday nIghts @ omca vIdeo• PartneredwithOMCAona3minute promotional video

• Over5,200pageviews

InternatIonal repreSentatIonVisitOakland’spresenceintheUkmarketgrewthroughco-opmarketingwithVisitCaliforniaandBrandUSAaswellasleveragingpartnershipswiththeOaklandRaidersandOaklandInternationalAirport.

VisitOaklandandRaiderlegend,LincolnkennedydoradiointerviewswithUkpressduringtheRaidersvisittoLondoninSeptember.

Oakland International Airport celebrated the firstnon-stopservicetotheEuropeanmarketvia Norwegian Airlines.

VisitOaklandpartneredwithBlackTomato,aUkluxurytouroperatortofeatureOakland’sculinaryscenein“CaliforniaLive”,avideoseriesonCalifornia’sfood&wine.

gIvIng back to the town

MatadorTravelNetworkVideo,HomepageandInstagramPics.

5th annual

oakland reStaurant week presented by visit oakland and discover

oakland restaurant week Presented By visit oakland & discover•81participatingrestaurants,increased65%over2014•600,000+websitevisits,websitepageviewsincreased494%over2014•50+millionmediaimpressions•30+pressmentions•400photostaggedwith#ORW2015

key Promotions•VIPkickoffPartyhostedbykTVU’sDaveClark, & Discover•Advertisinginprint,radioandoutdoor•Socialmediacampaigns•StreetteamsinSanFrancisco

Best of orw Bracket•64restaurantswentheadtoheadinaMarchMadnessstylebracketpromoted

on social media. Users could vote to determine the winner•8,500votes•7,800pageviews•Thousandsoflikes,shares,tweetsandre-tweets


orw sponsored by:

“Ourprogramwasextremelysuccessfulthisyear–attendancewasdefinitelyup.”

-Hutch

“It’sclearthatVisitOaklandisoperatingthistobring positive attention and business to the local

restaurants,anditreallyworks.Somanypeopleusedit as an opportunity to try us out.”

-TheHalfOrange


SaleS

20ofArizona’stopmeetingplannersjoinedVisitOaklandduringtheOaklandA’sSpringTraininggameinMesa,AZ.

USAirtours,aUktouroperatorenjoyingwineatRosenblumCellarsduringaFAMTourinNovember 2014.

VisitOaklandhostedVisitCalifornia’sinternationalrepresentativesfromtheUk,China,Japan,MexicoandCanadaataWarriorsgameinDecember2014.

clIent events FamIlIarIzatIon (Fam) tours

movers & shakersTarget:Corporate, Association

Meeting Planners

catch & releaseTarget:Sports Planners

Pride & joyTarget:Diversity Meetings

advertIsIng campaIgns by sales market

sales By tHe numBersLEAD GROWTH:

237%ROOM NIGHTS

GENERATED:

91,760ECONOMIC IMPACT:

over

$18.2MIllIon

16TRADE SHOWS ATTENDED

36FAMILIARIZATION TOURS

125CUSTOMERS HOSTED

economIc Impact oF conventIonsConventions&conferencesprovideasignificanteconomicimpacttoOakland.OneexampleistheNationalAlliancetoEndHomelessnesswhichVisitOaklandbookedintotheOaklandConventionCenterin2016.TheestimatedeconomicimpacttoOaklandfromjustoneconventionisanastounding$1.3million.VisitOaklandusedtheDMAIEconomicImpactCalculatortomeasure each convention to show our community how visitors support the local economy.

Lodging $275,233

Transportation $63,926

Food&Beverage $223,851

Retail $30,908

Recreation $20,934

SpaceRental $14,387

BusinessService $149,490

TotalBusinessSales(direct) $779,731

BusinessSales(indirect) $551,909

JobsSupported 212

estimated economic impact $1,331,641

national alliance to end Homelessnesstotal attendees: 1,055 total room nights: 879

Bu

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sa

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By

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publIC relatIonSpr achIevementsThePRteamcontinuestohighlightavarietyofpositivestorieswhilealsoshiftingtheoutward perception of Oakland through positive media coverage.

Highlights include:

• Organizedasit-downdiscussionwithtenlocalNewsDirectorsandkeycommunitypartnersdiscussingthesignificanceoffairandbalancedreporting.

• LedanOaklanddrivingtourwithScandinaviamediaduringthelaunchofOAkflightsonNorwegianAir.OrganizedamediadinnerwithjournalistsinStockholm,Sweden.

• JoinedtheSanFranciscoBayAreaSuperBowl50CommunicationsCommittee.

• Planned detailed itineraries and hosted top national and international media.

Visit Oakland provides tourism insight to all Oakland events and happenings. Here, Visit Oakland speaks about the impact of BARTtoOAkasaresourceforvisitorstraveling into Oakland.

VisitCaliforniaMexicoshowsoffLakeMerrittviaagondolaridewithtravelwriters.Internationalanddomesticjournalistsworkwith Visit Oakland as a trusted resource when writing about the destination.

OaklandPRprofessionalsgatherduringaChatn’ChewluncheonattheBMWClubatOracle Arena.

the talk oF the town

Pr By tHe numBers

81 PRESS VISITS

75 MEDIA OUTLETS

120million

MONTHLY READERS AND VIEWERS REACHED

11countries

REACHED (BRAZIL, CANADA, GREAT BRITAIN,

IRELAND, JAPAN, MExICO, NEW ZEALAND,

SCOTLAND, SOUTH kOREA, SWEDEN, UNITED STATES)

Featured publIcatIons

CoMMunIty relatIonSStrongcommunitypartnershipsarevitaltoVisitOakland’songoingsuccess—BusinessImprovementDistricts(BIDs),ChambersofCommerce,nonprofitsandmore.OurgoalistodrivemoretraffictoOaklandbusinesses,attractions,andpartners.

TokickoffNationalTourismWeek,VisitOakland welcomed arriving travelers with donuts and Oakand information at the Oakland International Airport.

StudentsfromRalphBunche’sHospitality, Tourism and Recreationclassenjoyaguidedbus tour around Oakland, including a stop at Temescal Alley.

The Visit Oakland staff hosted their annual Open House where over 300 community partners gathered at their offices in September.

gIvIng back to the town

AlisonBestspeaksatapressconferencekickingoffRaidersWeekandthecelebration ofaRaidersandNFLdonationtorenovatetheCurtFloodSportsComplex.


VisitOaklandorganizes“SpiritWeeks”tokickofftheseasonsofOakland’sthreeprofessionalsportsteams.WeengageourcommunitypartnerswithteamflagsatopCityHall,ACTransitbus headers, and team hats for hotel frontline staff among other initiatives.

event partnershIps

Oakland Pride

EatReal

The Town Half

Oakland Triathalon

OaklandRunningFestival

InternetCatVidFest

VatorSplash

PedalFest

Photo credit: city of oakland, greg linhares

Photo credit: ken katz Photo credit: city of oakland, greg linhares

Photocredit:CityofOakland,GregLinhares

I Am Oakland is a destination training program that is designed for everyone who works directly withguestsandvisitorsonadailybasis.Frontlineworkersareprovidedthenecessarytoolstodeliver an exceptional visitor experience and also gain an understanding of how tourism impacts Oakland’seconomy.

Manybusinessesandorganizationshavealreadyscheduledaprivatetrainingsessionwithus!Todate, almost 300 graduates have received certificates,representingacross-sectionofhotels,attractions, and organizations who are now official oakland ambassadors.

ThroughourexclusivepartnershipwithSuperShuttle,IAmOaklandisnowofferedfree of charge six times a year. Information and registration can be found at iamoakland.org.

I aM oakland

Hotel frontline staff, business leaders, and new residents learning to be ambassadors representing the city.

EachtrainingsessionkicksoffwithaguidedbustourcourtesyofSuperShuttle.

OMCAstaffanddocentsare the proud inaugural class

of I Am Oakland, graduating in August 2014.

Another happy group of I Am Oakland graduates who

are now officially Oakland Ambassadors!


AlisonBest,VisitOaklandPresident &CEOleadingtheclassroomportionofthe IAMOaklandprogram.

| |

481 water street | oakland, ca 94607 | 510 839.9000 visitoakland.org

awards & accolades

accolades

10 Best food cities in the world (jetsetter)#9 most walkable city (walk score)

#1 most diverse city in america (Priceonomics)top 5 fittest city in usa (runner’s world)

#8 “Best in the us to visit in 2015” (lonely Planet) #6 in top 20 cities for tech startup funding (national venture capital association)

#10 Best sports town (usa today)#12 among america’s coolest cities (forbes)

visit oakland was awarded tHe following awards in 2014/15

2014 silver magellan award, Best destination website, travel weekly 2014 Poppy award, “committed to tourism”, visit california

oakland “on the map” award, oakland metropolitan chamber of commerce

annual report 2015 - image and video upload, … · 2015-10-16 · annual report 2015 mission: ......

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