AnnualFY2021-22 Report SeeMonterey.com Big Sur • Carmel-by-the-Sea • Carmel Valley • Marina • Monterey • Moss Landing Pacific Grove • Pebble Beach • Salinas • Salinas Valley • Sand City • Seaside Jacks Peak, Monterey
The projects and
The Monterey County Convention & Visitors Bureau (MCCVB) team is to its Annual Report for Year 2021-22 (FY2021-22). programs included in this report showcase a handful of the highlights and major accomplishments throughout the year, while the goals key performance indicators (KPIs) are reflective of the ongoing day-to-day work of the team on behalf of all MCCVB stakeholders and the communities that make up the rich and diverse landscape of Monterey County.
present
It is our privilege to do this work alongside of you. Alvarado Street, Monterey FY2021 22 ANNUAL REPORT01
and
proud
Fiscal
Dear Stakeholders,
Rob O’Keefe President & CEO Jennifer Johnson Vice President of Operations Paul Martin Vice President of Finance andRegulatory Affairs Teresa Savage Vice President of Business Development Jeniffer Kocher Director of Community Relations Marissa Reader Director of Client Services Lindsey Stevens Director of Marketing Communications Lauren Siring Senior Business Development Executive David Cater Business Development Executive Joe Marcy Business Development Executive Lighthouse Avenue, Pacific Grove FY2021 22 ANNUAL REPORT 02 Rick Hud Business Development Executive Leslie Chavez Marketing Manager Rachel Dinbokowitz Public Relations Manager Edward Isabella Finance Manager Mary Kelley Crnich Administrative Specialist Hōkū Young Digital Marketing Specialist Sandy Huerta Marketing Communications Coordinator Krista Sherman Destination Services Coordinator Valerie Jenanyan Destination Services
MCCVB Governance FY2021-22 OFFICERS Chair Chris Sommers Monterey Plaza Hotel & Spa Chair-Elect Teri Owens Embassy Suites by Hilton Monterey Bay Seaside Past Chair Kevin Ellis Hyatt Regency Monterey Hotel & Spa Treasurer Stefan Lorch Monterey Marriott Secretary Bina Patel Peninsula Hospitality Group DIRECTORS Mary Adams Monterey County Board of Supervisors Rick Aldinger Big Sur River Inn & Restaurant Kimbley Craig City of Salinas Sean Damery Bernardus Lodge & Spa Kirk Gafill Nepenthe/Phoenix Corp. Mimi Hahn Monterey Bay Aquarium ADVISORS Jacquie Atchison Arts Council for Monterey County Carol Chorbajian Monterey County Hospitality Association Norm Groot Monterey County Farm Bureau Mike La Pier Monterey Regional Airport Mike LeBarre City of King City David Lurie Carmel Mission Inn Paula Joy MacNab Monterey County Film Commission COMMITTEES Executive Committee (Officers) Monterey County Tourism Improvement District Oversight Committee Sales MarketingCommitteeCommittee Finance StrategicNominatingCompensationCommitteeCommitteeCommitteePlanningCoreTask Force Donna Langley Pebble Beach Resorts John Narigi WeatherTech Raceway Laguna Seca Amrish Patel Centrella Inn & Green Lantern Inn Ed Smith City of Monterey John Turner InterContinental, The Clement Erik Uppman Cannery Row Company Peter McMahon Carmel Valley Ranch Matt Mogensen City of Marina Doug Phillips Monterey Conference Center Erin Sollecito Monterey Touring Vehicles Kim Stemler Monterey County Vintners & Growers Association Hans Uslar City of Monterey Anna Velazquez City of Soledad FY2021 22 ANNUAL REPORT03
Visitor Services:
Marketing Communications:
Group Business Development:
EXPENDITURES:
Administration:
REVENUE: $8,880,643 MCTID Revenue: $3,935,085 Jurisdiction Investment: $3,925,375 Federal Stimulus: $991,869 Private Revenue: $28,314 Carmel Beach, Carmel-by-the-Sea FY2021 22 ANNUAL REPORT 04
Community Relations:
(Unaudited)
FY2021-22 Financials
Economic recovery from COVID in FY2021-22 gathered strength early in the year with both occupancy and room rates bouncing back from early pandemic levels. Continued recovery marketing campaign spends provided the fuel for leisure travel while COVID variants and surges caused starts and stops in the groups and meetings segment. This limited the effectiveness of planned spending in Group Business Development until late in the year when leads began to increase. Federal stimulus funds drove revenue higher through employee retention tax credits, PPP loan forgiveness, and ARPA funds received from the County, setting finances up for more aggressive recovery work into the next fiscal year. $7,693,496 $3,711,725 $2,524,225 $167,540 $127,194 $1,162,812
The new “All In” campaign helped to drive awareness in the groups and meetings segment travel content was ever-present in PR, blog and social content, constantly flexing to changing requirements
The “Now is the Moment” campaign led leisure marketing programs
• Responsible
•
•
The year was not without challenges, but the team’s ability to stay nimble and adapt programs to meet the moment resulted in successfully driving Intent to Visit. The “Now is the Moment” campaign continued to deliver results in the leisure market.
450,590 Influenced Trips 25% Room Demand in the County $614M TravelIncrementalSpending $189 In SpendingTravelforEvery Dollar Spent BY THE 1.43MNUMBERS Web Visits 4.3 Intent to Visit 147,000 Partner Handoffs 1.18M Social Engagements 48 Group RFP Submissions 30 Top 100 Outlets 3.72B Earned Media Impressions $10.05M AdvertisingEquivalencyValue KPIs FY2021 22 ANNUAL REPORT05
•
The new See Monterey app and Virtual Visitor Center provided even more opportunity to drive partner handoffs delivering online visitors directly to businesses’ digital doorstep
GOAL
Marketing Communications
The FY2021-22 Marketing Communications strategy was set on expanding the recovery, restoring balance and reinforcing responsible travel.
Business Development In FY2021-22, the Business Development strategy focused on stabilizing the business mix, capitalizing on Monterey County’s unique attributes, and solidifying the team and its coverage across the country, in an effort to grow lead volume back to pre-pandemic levels. This was accomplished by: • Maintaining a strategic tradeshow and direct sales program calendar • Adding a well-seasoned group business executive added coverage in the Mid-West and East Coast expanding MCCVB’s reach in key meetings markets The team was successful in increasing qualified leads by 130% to the goal but missed the conversion target, due to COVID variants disrupting business flow. 742 Leads 19.1% Conversion KPIs BY THE NUMBERS GOALS 690 New Business Leads 209,648 New RoomBusinessNights 13 Monterey Conference Center Bookings 7,909 Monterey Conference Center Room Nights 92% Leads from Sourcing New Business Perkins Park, Pacific Grove FY2021 22 ANNUAL REPORT 06
on recovery,
Marketing, Business Development, and
and better collaborate whether in the office, working from home or
team
and
on: • Continuing countywide collaboration • Engaging visitors in new and innovative ways • Driving quality of life for the community This created
destination’s tourism
in
Community Relations
its
Focus was put on: • Advancing Diversity, Equity and Inclusion • Reinforcing culture and reimaging operations • Fostering a coaching leadership culture and inspired team engagement A fresh Team Investment
industry to critical audiences. KPIs BY THE NUMBERS Administration As
systems and processes
the road, and continuous evaluation of operational expenses uncovered cost reduction opportunities. FIGURES $83,000 Team Investment 0 Financial Audit Exceptions $87,000 GovernanceInvestment 28 Inspiration Tables Hosted 188 EngagementsMember 127 NewMembersMCCVB 3,059 Visitors Reached FY2021 22 ANNUAL REPORT07
team to grow. New
MCCVB’s success relies on community-wide collaboration. In FY2021-22, the Community Relations program focused a platform to transform partnerships that were built out of crisis into partnerships that helped to move the needle while always working to communicate the importance of the tourism MCCVB’s Community Relations programs pushed to rebuild the economy FY2021-22, Administration program pushed to rebuild MCCVB. Philosophy and the recruitment and onboarding for new vacant positions helped the IT enabled members to thrive on
Nepenthe, Big Sur
See Monterey App and Virtual Visitor Center Launch The new See Monterey app and online Virtual Visitor Center transforms an online URL tool into an engaging IRL (in real life) experience. These interactive tools enable visitors and residents to locate nearby local activities, arrange personalized itineraries and converse with local experts to make trip decisions in real time. A partnership between the Marketing Communications and Community Relations & Visitor Services team, the development and launch of the app and online tools is a direct intersection of community collaboration and digital marketing, ensuring visitors always have the best of Monterey County at their fingertips. Scan to download app. KEY2,305PROGRAMS App Downloads 1,192 Partner Handoffs 3,633 Desktop & Mobile Virtual Visitor SessionsCenter FY2021 22 ANNUAL REPORT09
Through a partnership with the Monterey Peninsula Chamber (MPCC), in-person visitor services have been reimagined. MPCC is now able to better assist travelers visiting Monterey County by expanding their services to include weekends and the ability to provide information guides, brochures, maps and other resources and materials provided by MCCVB. Visitors to the MPCC office also now have access to information through a 43” interactive kiosk that links to the See Monterey Virtual Visitor Center.
KEY PROGRAMSFY202122ANNUAL REPORT 10
Monterey Peninsula Chamber of Commerce Visitor Information Center
The new “All In” groups and meetings campaign was a truly ALL IN effort between the Marketing Communications and Business Development teams. Created to showcase Monterey County’s diverse and compelling meeting spaces, the campaign's sweeping images and compelling video drive the marketing while targeted sales programs and enticing incentives help meeting professionals to plan an all inspired, all incredible meeting.
IMEX
All In Campaign
In October 2021 MCCVB's group sales team attended IMEX Americas in Las Vegas. “All In” was introduced there in a big way as the key messaging and focal point of the IMEX booth. The event was the largest in-person trade show with 3,400 attendees from 29 different countries. The “All Inspired” booth included five sales committee partners.
KEY PROGRAMS190 ClientCombinedScans 135 Combined 1:1 Face-to-Face Appointments 5 MCCVB RepresentingLeads, 1,605 Room Nights FY2021 22 ANNUAL REPORT11
Advertising Campaign
New images and video from across the county prominently featured Monterey County’s scenic outdoor meeting spaces, unique venues and diverse offerings. The campaign included a new brand identity with a new logo, branding elements, and tagline, “All Inspired.” Digital and print creative drew meeting planners in, while a new destination video continued to inspire and engage.
FY2021 22 ANNUAL REPORT 12
Innovation and inspiration those aren’t just talking points, but an indelible part of who we are. Like the Monterey Conference Center in downtown Monterey. This sustainable state-of-the-art facility has a rich legacy of hosting successful meetings, and is surrounded by many attractions, restaurants & convenient transportation options for your attendees. SeeMonterey.com/MCC
The LEED® certification trademark owned by the U.S. Green Building Council® and is used with permission.
177 Top Level Conversions (RFP Submissions, Clicks to Call, Clicks to Email) 29.5M Impressions 102,800 MeetInMonterey.comPageviews KEY PROGRAMS
Booking Incentive The "All In" Meeting Incentive was put in place to encourage new groups to book Monterey County for meetings during mid-week and off-peak periods. These important bookings fell on a Sunday-Thursday pattern and were all new to the destination. $4,443,564 Economic Impact 6,092 Room Nights Booked KEYFY2021PROGRAMS22 ANNUAL REPORT13
Salinas City Center, Salinas
Media Hosting Through targeted pitching and opportunistic partnerships, MCCVB hosted media from around the state, country and world resulting in top-tier coverage in newspapers, magazines, video content and more. • 56 Journalists, media and influencers hosted • 577 Businesses recommendations or hosting opportunities • 16 Destinations within the County • 16 Average number of businesses visited per trip • 55.6M Combined impressions of hosted media outlets Marketing Communication Countywide Photo Shoot Made possible in part by ARPA recovery funds provided by the Monterey County Board of Supervisors, the images showcase the diverse landscape and epic beauty of Monterey County. The shoot included: • 3 days • 6 destinations across the county • 15 businesses/locations • 35 new images with full rights for MCCVB and partner use New images are showcased throughout this report Want to access these images and more? seemonterey.com/medialibraryPassword:Seemonterey2022 PROJECT HIGHLIGHTS FY2021 22 ANNUAL REPORT15
Hotel Promotions "Types of Travelers" Campaign, part of "Now is the Moment" “You’re In” Luxury Campaign 4.5M Paid Impressions 3.7M Paid Impressions 12 Hotels Featured 13 Hotels Featured 5,400 Landing Page Views 386 PR Articles FY2021 22 ANNUAL REPORT 16 PROJECT HIGHLIGHTS
Business DevelopmentClientAdvisory Board Meeting • 9 highly engaged client advisors • Agenda Items: - Destination insight - Leisure marketing perspective - Building Back Better: Post Pandemic Discussions - Meeting planner sentiments - All In Marketing Campaign Tour & Travel Highlights • Pivoted focus to Domestic audience • IPW - November 2021 and June 2022 • In market FAMs • Virtuoso Travel Week, webinars and agent trainings • GTM, IAGTO and Go West • UK and Canada product audit Team Recognition Lauren Siring Installed as MPI Sacramento/ Sierra Nevada Chapter President 2022-2023 Smart Meetings – Smart Women Award 2022 Joe Marcy Board member for MPI Global Board of Trustees Awarded MPI’s 50 Up and Comers at WEC Rick Hud President’s Award MPI Chicago Area Chapter PROJECT HIGHLIGHTS FY2021 22 ANNUAL REPORT17
New Hires in FY2021-22
Huerta MarketingCoordinatorCommunications Leslie Chavez Marketing Manager PROJECTFY2021HIGHLIGHTS22 ANNUAL REPORT 18
Inspiration Tables
Community Relations & Visitor Services
Mary Kelley Crnich
These pop-up tables proved to be a valuable component in dispersing visitor traffic while providing education on safe and responsible travel. The success and popularity allowed for the expansion into multiple locations for visitors and inclusion in community events for residents.
Administrative Specialist
Hud BusinessExecutiveDevelopment
Administration MCCVB’s greatest assets are its people. The organization’s investment in recruiting, hiring and onboarding great people adds strength to the organization and drives results for our stakeholders. Each team member makes a difference - across levels, departments and skill sets – in MCCVB’s ability to execute with excellence.
Rick
Edward
Isabella Finance Manager
Sandy
Member Engagements & Events Member engagement is a top priority for MCCVB. Hosting the Annual Meeting in person was a true celebration of the resiliency of the local industry. Programming such as Meet-a-Member and Member Visits were also reinstated allowing the MCCVB team to engage with members through highly valuable one-on-one time and exposure.
SeeMonterey.com Elkhorn Slough, Moss landing
