QUARTERLY REPORT // 2020 JANUARY • FEBRUARY • MARCH A LETTER FROM THE CEO
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We are living in extraordinary times. Never before has the hospitality industry faced such devastating financial impacts and had to endure the heart wrenching task of laying off so many of our valued employees. Our hearts go out to the businesses, employees, and families affected by our current COVID-19 situation. Our hotels are going through their most challenging period in history. Greater than 9/11, or any previous recession. Locally, we started to see the impact to our local hotel partners the second week of March, and this drop has continued weekly with the last week of March seeing overall citywide occupancy at 46%. We know April will be our toughest month, with many properties experiencing occupancy levels below 20%. While we are optimistic a recovery will begin in May, our group and leisure business will likely not return to a significant level until mid-to late summer. Hotels have experienced significant layoffs, and our thoughts are always with our hospitality family. In addition to overnight stays and valuable personnel, our community will witness an economic loss of over $2.5 million from group cancellations. (You can read more about these numbers in the sports/events section of this report.) I bring this up not to highlight what we have lost, but to remind us of the fact we are a strong force when we work together. Visit Stockton’s efforts and those of our partners have a clear impact on our local economy, and the quality of life of our residents. We know our efforts will be an integral part of the overall recovery of our community. Visit Stockton has always been, and continues to be, dedicated to supporting our community and our partners by doing what we do best – bring needed dollars to our community through our marketing and sales efforts. During this crisis, our team has met this moment in tremendous fashion by reaching out personally to our valued sports and meeting professionals, in addition to our industry partners, offering comfort and support. Each team member continues to work diligently to identify opportunities and execute new ideas quickly so we can make this time as positive and productive as possible. You will find a brief listing of our efforts related to COVID-19 on the following page of this report. I encourage you to read through the information and follow the links for details. While our daily routines and operating procedures may have changed, our team’s dedication to our friends and neighbors continues. We are grateful for a dedicated and committed Executive Committee and Board of Directors who have shown unwavering support for our team and their efforts. Thank you to our many partners who have checked on us, sent words of encouragement and praise at our efforts, and who continue to inspire us with their love and creativity in this time of turmoil. We are stronger together than we could ever be apart, and I am honored to contribute to the success of our wonderful city. We are showing everyone what it means to be #StocktonTrue.
IMPORTANT INFORMATION INSIDE:
Wes Rhea, CTA, CDME Chief Executive Officer
• Links to helpful local COVID-19 related resources
• Where to find the best take-out and delivery options
• Estimated economic impact of COVID-19 cancellations
• How to sign up for online digital marketing training
• What you can do to support local businesses
• Updated dates for Visit Stockton produced events
• How you can stay social while physically distancing
COVID-19 EFFORTS
RESOURCES
COVID-19 Information Page A COVID-19 Information Page was launched on March 12 as a resource for the community to find up to date information from reputable sources as well as quell fears and avoid panic. It was important for us to continue to support travel and tourism activities until it was made clear by health officials that traveling was no longer prudent. In large part because of the dedication of our staff and the collaboration of our partners, we were able to move quickly and become the go-to source for updates. Information regarding event cancellations and attraction closures was also made available. Dine Stockton, a promotion to support the livelihoods of our friends and neighbors in the restaurant industry, was established following a brainstorming session on ways to support them. We reached out to our restaurant partners on March 12 with the idea, and launched the program on March 16. Keeping restaurant workers on the job and giving our community an easy way
VISITSTOCKTON.US/ CORONAVIRUSINFO For updated information and resources.
to support them has paid off. We have over 100 restaurants listed on DineStockton.com, with delivery and take-out options, and have had positive feedback from community members as well as restaurant owners and employees. This Weekend in Stockton: COVID-19 Edition Our weekly events email became a conduit of helpful resources and encouraging words on March 18. With no events to promote, the email was transformed into a collection of new programs, promotions, and helpful COVID-19 resources. Our database relies on the Visit Stockton team to be experts in all things Stockton and we have not disappointed them during these trying times. An archive of these newsletters is available for reference on our COVID-19 information page.
VISITSTOCKTON.US/SUPPORTLOCAL Purchase items and gift cards online from local businesses.
Support Local. Support Stockton. With the closure of retail establishments by order of the Governor on March 18, we began outreach for ways to promote online ordering and gift card purchases for our businesses. The Support Stockton page on our website now houses a list of local businesses that are in need of support, as well as links to other ways individuals can step up in this time of uncertainty. Special thanks to our partners at United Way of San Joaquin for helping us funnel resources to those non-profits who are desperately working to serve their clients. The #StocktonStrong Initiative On March 19 we began to support the Mayor’s office on their effort to launch StocktonStrong.org. The website was quickly established with input from private and public entities, all working together to compile resources for individuals and businesses looking for assistance during these difficult times. Virtual events are quickly becoming a way to stay connected as a community, while practicing
DINESTOCKTON.COM
Over 100+ restaurants have been listed. See who is open and offering delivery and take out options.
physical distancing. We are grateful to the individuals and organizations who are putting together virtual events to keep us entertained, teach us new and exciting things, and practice some healthy habits. On March 27 we launched visitstockton.us/virtualevents to help spread the word about the fantastic opportunities right here in our own backyard. Events are collected via visitstockton.us/submit and are growing day by day. Visit Stockton Digital Marketing Virtual Training. Adjusting to our new circumstances, we have turned our previously planned community marketing classes into online learning opportunities. Knowing that assistance like this is critical right now, the series will begin on Monday, April 6. There will be three classes, one a week, with each lasting approximately 60 minutes. This partnership with Two Six Digital is set to identify opportunities for small businesses and organizations during the crisis, as well as opportunities that will arise as we move into recovery.
QUARTERLY REPORT // 2020 JANUARY • FEBRUARY • MARCH
STOCKTONSTRONG.ORG
A resource for businesses and individuals looking for help.
SPORTS AND EVENTS
TRADESHOWS &CONFERENCES
THE ECONOMIC IMPACT OF COVID-19 MAJOR EVENTS IMPACTED: • NCAA Women's Water Polo Championhip Est. Room Nights Lost: 720 | Economic Impact (Lost): $762,498
ATTENDED TRADESHOWS AND CONFERENCES: CalFest Annual Convention San Diego, CA / Feb 5-7
• NCAA Women's Water Polo Opening Round Est. Room Nights Lost: 60 | Economic Impact (Lost): $49,116
Visit California Outlook Forum San Diego, CA / Feb 10-11
• Too Hot For Ice Roller Hockey Tournament Est. Room Nights Lost: 280 | Economic Impact (Lost): $98,112
Los Angeles Travel Adventure Show Los Angeles, CA / Feb 15-16
• US Baton Twirling National Championships Est. Room Nights Lost: 1500 | Economic Impact (Lost): $947,308
NEWEST BLOGS ON VISITSTOCKTON.ORG
• West Coast Conference Baseball Championships Est. Room Nights Lost: 490 | Economic Impact (Lost): $385,743
TOTAL ECONOMIC IMPACT:
$2.24 MILLION LOST
WEBSITE STATS | VISITSTOCKTON.ORG
JAN.
SESSIONS: 92,055 Down 11.5% from 104,012 in January 2019
PAGEVIEWS: 131,700 Down 13.95% from 153,056 in January 2019
FEB.
SESSIONS: 88,985 Up 33.84% from 66,488 in February 2019
PAGEVIEWS: 123,827 Up 22.10% from 101,416 in February 2019
MAR.
SESSIONS: 103,930 Up 20.79% from 86,045 in March 2019
PAGEVIEWS: 178,986 Up 38.86% from 128,898 in March 2019
TOTAL
SESSIONS: 284,970 Up 11.08% from 256,545 in January-March 2019
PAGEVIEWS: 434,513 Up 13.34% from 383,370 in January-March 2019
SOCIAL MEDIA
VISIT STOCKTON
56,700 likes as of 3/31/2020 Up 351 from 12/31/19
@STOCKTON_CA
9,846 followers as of 3/31/2020 Up 92 from 12/31/19
QUARTERLY REPORT // 2020 JANUARY • FEBRUARY • MARCH
EXPERIENCE STOCKTON, CALIFORNIA FROM HOME From museum tours to online experiments, virtual workouts to peeking in on baby owls. There is fun at every click of the mouse.
MAKE YOUR #STAYHOME DAYS EPIC IN STOCKTON, CALIFORNIA Adapting to a stay-at-home schedule can be tough, but it doesn't need to be boring. We've curated a full-day itinerary to give your waking hours some structure--with a fun Stockton twist.
ADVERTISEMENTS
@VISITSTOCKTON
19,561 followers as of 3/31/2020 Up 563 from 12/31/19
General Ads: San Joaquin Magazine, Sunset Magazine, Google Adwords, Adara Display Ads, Facebook, Instagram, Native Advertising, TripAdvisor, Twitter, Comcast Digital Ads Event and Program Ads: Stockton Civic Theatre, San Joaquin Magazine, Sunset Magazine *All paid advertising efforts were halted in the wake of COVID-19 and will be evaluated on an individual basis before being resumed.
MEET THE TEAM
IN REVIEW STOCKTON RESTAURANT WEEK The 11th annual Stockton Restaurant Week was held January 17-26 and featured 32 local restaurants. Press coverage was favorable, especially for the newly opened German Guys Restaurant. The 12th annual event is scheduled for January 15-24 and will be an extra special celebration following the stay at home orders that are dramatically affecting our friends in the restaurant industry.
Wes Rhea, CTA CDME, Chief Executive Officer wes@visitstockton.org | 209.938.1555 Christa Griffith, CTA Office Manager & CTA Program Coordinator christa@visitstockton.org | 209.938.1555 Special Events Rebecca Scharmann, CTA Events & Community Engagement Manager rebecca@visitstockton.org | 209-851-3096 Sports & Tourism Tim Pasisz, CTA CMP, CSEE, & Director of Sports & Tourism tim@visitstockton.org | 209.938.1556
NEW TEAM MEMBER: Anthony Esteves joined the Visit Stockton team on January 21st at our Social Media Content Manager. He is an writer with an affinity for pop culture who also hosts his own podcast
CTA
Our Stockton Ambassadors started the year out strong with: • January 24th: In-Shape Tour and Pickle Ball Tournament CTAs took a tour of West Lane In-Shape where they learned how to play pickle ball. • February 13: CTA Class We had our first CTA class of 2020 at the Courtyard by the Marriot and certified 14 new CTASs • March 10: Stockton Heat Game and Arena Tour CTAs took a tour of the Stockton Arena and followed up by watching the Stockton Heat hockey game. AMBASSADORS CERTIFIED TO DATE:
714
VISIT STOCKTON BOARD OF DIRECTORS MEETINGS April 16 and June 18 will happen, as scheduled. Email wes@visitstockton.org for a link to join the zoom meeting.
FEAST AT THE FOX The 2020 Feast at the Fox event on May 8 has been cancelled. Many of the students we support with this fundraiser, along with their instructors at San Joaquin Delta College, have been directly impacted by the stay-at-home order and resulting restaurant closures. Our hearts go out to them today. We extend a sincere thank you to our partners and sponsors. We look forward to seeing in 2021.
LOOKING FORWARD
ANNUAL TOURISM BREAKFAST NEW DATE:
JULY 8
QUARTERLY REPORT // 2020 JANUARY • FEBRUARY • MARCH
STOCKTON BEER WEEK:
AUGUST 7-16
Courtney Phelps, CTA Events Administrative Coordinator courtney@visitstockton.org | 209.938.1552 Marketing Robyn F. Cheshire, CTA Director of Marketing & Communications robyn@visitstockton.org | 209.636.4348 Anthony Esteves, CTA Social Media Content Manager anthony@visitstockton.org | 209.938.1553 Kalena Fields, CTA Graphic Designer kalena@visitstockton.org | 209.938.1557 Our offices in Downtown Stockton are currently closed.Our team is working remotely to best serve you. Messages will be returned during business hours: M-F 8am to 4pm
BOARD OF DIRECTORS George Kaplanis, CTA President Hilton Stockton
Rhona Miles, CTA University Plaza Waterfront Hotel
Wes Yourth, CTA Vice President University of the Pacific
Isadora Harness, CTA Marriott Properties
Susan Obert, CTA Treasurer, Haggin Museum John Cammack Immediate Past President, Attorney
Jai Patel Red Roof Inn Christina Fugazi Council Appointee Councilmember, District 5, City of Stockton
STOCKTON BREW FEST:
AUGUST 8