See Monterey FY 2022 - 23 Annual Report

Dear Stakeholders,

Each year, the Monterey County CVB team works tirelessly to support the community through tourism. Sometimes that means showing meeting planners around the destination in an effort to bring in high-value conferences or setting up photo shoots around the County to capture just how breathtaking this place is. And sometimes it is pulling together with the hospitality industry to support evacuees in times of natural disaster or finding ways to educate visitors on how to safely and responsibly enjoy our community. Fiscal Year 2022-23 was guided by the Long Term Strategic Plan launched last year, and the work done throughout the year specifically maps back to our new mission: To generate community property for Monterey County through the responsible promotion and growth of the tourism economy.

Thank you for your support in this important work.

Old Fisherman’s Wharf

President & CEO

Jennifer Johnson

Vice President of Operations

Paul Martin

Vice President of Finance & Regulatory Affairs

Teresa Savage

Vice President of Business Development

Lindsey Stevens

Vice President of Marketing Communications

Marissa Reader Director of Client Services

Emily Evans

Director of Public Relations

Lauren Siring

Senior Business Development Executive

David Cater

Business Development Executive

Joe Marcy

Business Development Executive

Rick Hud

Business Development Executive

Kayce Boettcher

Business Development Executive

Marketing Manager

Alyssa Rendon

Community Relations Manager

Marliese Myers

Content + Creative Manager

Krista Sherman

Client Services Specialist

Sandy Huerta

Marketing Communications Specialist

Mary Kelley Crnich

Member Relations Specialist

Hōkū Young

Digital Marketing Specialist

Amber Rodriguez

Client Services Coordinator

Marciana Yeater

Marketing Coordinator

Valerie Jenanyan

Destination Inspiration Specialist

Joan Lucido

Bookkeeper

Rob O’Keefe

Leslie Chavez

Salinas

MCCVB Governance FY2022-23

OFFICERS

Chair Teri Owens Embassy Suites by Hilton Monterey Bay Seaside

Chair-Elect Amrish Patel Green Lantern Inn

Past Chair Chris Sommers Monterey Plaza Hotel & Spa

Treasurer Stefan Lorch Monterey Marriott

Secretary Bina Patel Peninsula Hospitality Group

DIRECTORS

John Turner Intercontinental The Clement Monterey

Fady Hanna Pacifica Host Hotels

Kirk Gafill Nepenthe/Phoenix Corp.

Kimbley Craig City of Salinas

Kevin Ellis Hyatt Regency Monterey Hotel & Spa

Mary Adams County of Monterey Board of Supervisors

Ed Smith City of Monterey

ADVISORS

Carol Chorbajian Monterey County Hospitality Assoc.

Kim Stemler Monterey County Vitners & Growers Assoc.

Paula Joy MacNab Monterey County Film Commission

Mike La Pier Monterey Regional Airport

Tonya Hufford Monterey Conference Center

Jacquie Atchison Arts Council for Monterey County

Norm Groot Monterey County Farm Bureau

COMMITTEES

• Executive Committee (Officers)

• Monterey County Tourism Improvement District Oversight Committee

• Sales Committee

• Marketing Committee

John Narigi WeatherTech Raceway Laguna Seca

Erik Uppman Cannery Row Company

Sean Damery Bernardus Lodge & Spa

Donna Langley Pebble Beach Resorts

Janine Chicourrat Portola Hotel & Spa

Amy Herzog Visit Carmel

Hans Uslar City of Monterey

Matt Mogensen City of Marina

Mike LeBarre King City (Mayor)

Anna Velazquez Soledad (Mayor)

David Lurie Carmel Mission Inn

Dana Allen-Greil Monterey Bay Aquarium

Erin Sollecito Monterey Touring Vehicles

Sean Panchal Presidents Inn

• Finance Committee

• Compensation Committee

• Board Development Committee

• Community Relations Committee

FY2022-23 Financials

Having cleared requirements for forgiveness of PPP loans and secured employee retention tax credits, the company was poised to spend previous years’ net retained with tailwinds from a recovering industry. The first half of the year saw group business picking up briskly while leisure business continued to surge from COVID inspired revenge travel. Impacts from winter storms dampened the recovery in the second half of the year while economic headwinds and a return to normal travel patterns with outbound international travel recovering faster than inbound and urban destinations getting a fresh look made for difficult market conditions. Special increased PR and marketing strategies were deployed to aid in the recovery from the storms.

REVENUE: $7,856,360

EXPENDITURES: $9,235,624

KEY PROGRAMS

MCTID Renewal

Since its inception in 2006, the Monterey County Tourism Improvement District has provided support for Monterey County’s ability to compete in the tourism economy with destinations like Napa Valley, Sonoma County, Santa Barbara and others. Thanks to our lodging community, the MCTID renewed at a higher rate with a record 70% passing vote weight.

MCTID Assessment Tier Descriptions

Service Level

Limited Service

Full Service

Luxury

Old Rate Valid through 06/30/2023

$1.00 Per room night

$2.00 Per room night

Did not apply in previous years

New Rate Initiated 07/01/2023 through 06/30/2025

$1.50 Per room night

$4.50 Per room night

$7.00 Per room night

INCREMENTAL VISITOR SPENDING OVER 10 YEARS

This equals more than $58 million in Tourism Occupancy Tax, plus increased sales tax and employment.

TOT funds parks, libraries, emergency services, road repairs, and more.

With this renewal, Monterey County will compete at a higher level with stronger sales and marketing programs in the coming years. The new budget will transform the destination into a competitive force able to reach further out for travelers who will stay longer and spend more, bringing economic vitality to all.

What a more competitive budget can do

Sphere of Marketing Reach

Meeting & Conferences

Event Attraction & Promotion

Air Service Development

International Marketing

Luxury Initiative

Sustainable/Responsible Travel

National brand and paid media reach to Midwest and east coast targeting travelers likely to stay longer

Expand sales team, increase sales activities, aggressive booking incentive, intensify focus on corporate, incentive Tour & Travel

Dedicated program to attract advantageous events and paid media support for select events

Annual dedicated budget that is strategically proactive

Multi-country sales representation, significant direct sales and marketing

Significant expansion of both sales and marketing programs

On-going paid media campaign, support shuttle program/promotion, in-market collateral/signage

Crisis Response

The January and March storms were devastating to the community. In response, the MCCVB enacted a crisis response strategy, providing valuable information to visitors and the community.

Jumping into Action

MCCVB coordinated and distributed a list of 30+ hotels offering discounted rates to evacuees, waived pet fees and donated needed supplies.

The Community Relations team joined the Monterey County Emergency Operations Center, serving as a conduit of information for visitors, hospitality industry workers and residents. The Marketing Communications team got the word out securing coverage across national and local outlets, including radio, television, print and online platforms, along with with a Public Service Announcement campaign that aired throughout the storms.

Safety first: Storm related resources Discounted hotel rates offered to storm victims

Post Storm Recovery

After the storms passed, the Marketing Communications team worked to promote the destination as open to encourage a resurgence of travel and to help the community recover.

• 5 Influencers Partnerships

• 6 Media Visits including Travel + Leisure, Food & Wine, Marin Living, San Diego Magazine

• Radio Placements in San Francisco, Sacramento & Fresno

Pacific Grove

LEVERAGING MAJOR EVENTS

From long-time legacy to exciting up-and-coming, events draw visitors to Monterey County from far and wide.

45,000 TICKETS SOLD OVER THE 5-DAY EVENT

BUSINESS DEVELOPMENT ACTIVATIONS

ECONOMIC IMPACT

$4.5M Accommodations, Dining, and Activities

The Business Development team was able to leverage the event with a number of key clients.

PR ACTIVATIONS

5 Media FAMs Hosted

4 Confirmed Press Placements

26 Partners Gained Exposure

14 Media from National, Regional and Local Publications

CLIENTS IN ATTENDANCE

15 Business Development Clients

7 Tour and Travel Clients

15 Board Members PARTNER ENGAGEMENTS

4 Partners Utilized for Destination Immersion

13 Destination Site Tours

Increased Event Bookings

Influencer partnership with @alexandra.olaughlin

KEY PROGRAMS

MARKETING ACTIVATIONS

The Marketing Communication team used the event as a promotional platform in the months leading up to the tournament, creating a content series called, “Monterey Pro v. Pro,” which aired live on NBC during the U.S. Women’s Open broadcast. Learn more on SeeMonterey.com/ProVPro

17,000 VIEWS Displayed on SeeMonterey.com

SOCIAL MEDIA ACTIVATIONS

21 Posts across Facebook, Instagram, Twitter and Pinterest

8 Stories and 3 Reels

374,000 Total Impressions

9,000 Engagements

Joint social media posts with U.S. Women’s Open

Episode 2

LPGA professional golfer Marina Alex and owner of Monterey Touring Vehicles, Heather Gardner

Episode 1

LPGA professional golfer Andrea Lee and owner of Sweet Reba’s, Reba Wilson

HIGHLIGHTING MONTEREY COUNTY’S CULINARY SCENE

Monterey County is quickly becoming a world-class culinary destination amongst travelers.

Monterey County received one of only six new star restaurant ratings and one of 10 new Bib Gourmand restaurants in the 2023 MICHELIN Guide California, and were the sole recognitions on the Central Coast this year.

MICHELIN awarded one star to Chez Noir (Carmel-by-the-Sea) helmed by Chef Jonny Black and Monique Black and appointed the MICHELIN Sommelier Award to John Haffey, Lead Sommelier of Aubergine (Carmel-by-the-Sea), which also has one star. These esteemed recognitions come on the heels of Maligne (Seaside) being named a Bib Gourmand.

SomethingnewinMonterey

Up-and-cominggenerationofchefsinfusesthisbeloved coastalenclavewithafreshenergyandvitality.

PagesH4-H5

Artichoke Trail

MCCVB partnered with artichoke farms and restaurants around the County to create “The Artichoke Trail” campaign to raise awareness about Monterey County’s agriculture industry.

The trail includes over 40 stops throughout the destination including restaurants, farm stands, and attractions that highlight the numerous ways visitors can enjoy and experience the artichoke.

RACHAEL RAY SHOW BROADCAST INTEGRATION

1 MILLION VIEWS

403 Media Placements

251.4M Media Impressions

MCCVB armed Artichoke Trail partners with illustrated maps and decals to place in their businesses identifying them as a trail partner. These printed maps have a QR code that directs to more info, as well as an interactive map found at SeeMonterey.com/artichokes and the See Monterey App.

6.5K Total Social Engagements

2,300 Page Views

RELAUNCHING INTERNATIONAL PROGRAMMING

With travel restrictions lifting in the U.S. and worldwide, MCCVB reset the compass with international, integrating a tiered approach to international sales and marketing, which allowed for a focus on markets with the greatest opportunity for visitation in the years to come.

Key International Programs:

• U.K. Representation Trade & PR

• Visit California U.K. Mission

• London Client

• Media Activation

• Visit California Canada Mission

• Visit California CEO Mission

• IPW

• ILTM Europe

• IMEX Frankfurt

MCCVB retained Travel Trade and PR representation for the U.K., which was a huge step in re-engaging with the U.K. Market.

Seaside

FY2022-23 ARPA PROJECTS

Thanks to the Monterey County Board of Supervisors, MCCVB received an infusion of $1.8 million to support tourism recovery programs in the County.

These funds have gone toward several projects and programs that aim to boost the recovery of Monterey County’s tourism and hospitality industry businesses, jobs and tax revenue from the impact of the COVID pandemic.

COUNTYWIDE ADVERTISING

In-Theater Cinema Advertising

Put Monterey County in front of a captive audience of moviegoers in target fly-market destinations.

Increased Digital Advertising

Increased spend after the March storms added weight across priority markets, focusing primarily on CTV.

South County Photoshoot

Added new images that highlight the epic beauty of South County.

New images are showcased throughout this report .

Want to access these images and more?

seemonterey.com/medialibrary

Password: SeeMonterey2023

AGRITOURISM & HERITAGE PROMOTION

California Farmer & Farmworker Month Media Mailer

The state's hardworking Ag community was celebrated through a targeted media mailer to 14 travel and culinary-focused journalists on the Top 100 outlets list.

Artichoke Trail

MCCVB partnered with artichoke farms and farmers around Monterey County to create “The Artichoke Trail” campaign which raises awareness about Monterey County’s agriculture industry with a highlight on artichokes.

MEETING AND CONFERENCES

MCCVB focused on bringing groups back by highlighting incentive programs, amplifying trade show presence with video wall activations, and elevating events to attract and engage groups.

SUSTAINABLE/ECO TOURISM

Kind Traveler Hotel Promotion

MCCVB launched its destination partnership with Kind Traveler, the world’s first “give+ get” hotel booking platform focused on promoting and selling sustainable hotels and destinations while also directly benefitting local non-profits. Through this partnership, travelers support the important work of Rancho Cielo Youth Campus.

RESPONSIBLE TRAVEL ADVERTISING

MCCVB encouraged travelers to visit responsibly before they arrived, with billboards in the Bay Area and Los Angeles, and reminded them to enjoy responsibly while they were here with in-market MST Bus Ads and digital ads that appear in social feeds and mobile phones.

AIR SERVICE PROMOTION

Fly Market Media FAM

MCCVB hosted journalists from four of the County’s direct flight markets—Denver, Seattle, Dallas, and Phoenix. The program highlighted the ease of traveling to Monterey County via direct flights to MRY alongside content focused on where to stay and what to do throughout the County. 31 businesses were visited throughout the County.

Los Angeles billboard

IMEX, 2022

MARKETING COMMUNICATIONS

The FY2022-23 Marketing Communications strategy was all about prioritizing high-value travel, rebalancing the visitor mix, and maintaining sustainable messaging throughout all programming.

• “The Moment” campaign led leisure marketing programs

• The “All In” campaign continued to drive awareness in the groups and meetings segment

• The new Book Direct Hotel Promo encouraged visitors to book ahead and book direct with lodging partners

• Responsible travel content was ever-present in PR, blog, and social content, and this year responsible travel messaging was incorporated into billboards in the Bay Area and Los Angeles

“The Moment” campaign delivered results in the leisure market.

330,000 Influenced Trips 30% Room Demand in the County

$712M Incremental Travel Spending

$369 In Travel Spending for Every Dollar Spent

4.3 Intent to Visit

1.2M Unique Web Visits

174,043 Partner Handoffs

63 Top 100 Outlets

1.43M Social Engagements

4.51B Earned Media Impressions

143 Group RFP Submissions

16 Average Media Quality Score Out of 20

Hotel Promotions

Book Direct Hotel Promotion

The Book Direct Hotel Promo encouraged visitors to book ahead and book direct with local hotels.

“You’re In” Luxury Campaign

This campaign targets super affluent travelers who spend higher than average through a strategic mix of paid, owned, and earned media. The campaign puts the destination top of mind for those drawn to Monterey County’s elevated side of five-star accommodations and one-of-a-kind experiences.

13.6M Paid Impressions

5,437 Landing Page Views

Give + Get with Kind Traveler

15,251 Landing Page Views

3M Paid Impressions

Travelers can unlock exclusive offers from Kind Hotels in Monterey County when they donate $10 to support local non-profit charity. 100% of donations go to Rancho Cielo.

Media Hosting

74 JOURNALISTS AND INFLUENCERS hosted throughout the year

19 INTERNATIONAL MEDIA AND INFLUENCERS HOSTED Canada, UK, Germany, France, and India

2.15 MILLION combined reach of influencers hosted

15 BUSINESSES visited by each media on average

16 DESTINATIONS featured throughout the County

BUSINESS DEVELOPMENT

In FY2022-23 the Business Development team expanded its reach, adding a new Business Development executive in Texas to cover the southwest market.

A part of the team’s success was achieved by re-engaging with meeting planners. The team's targeted strategic sales plan included hosting and/or attending over 80 industry conferences or events throughout the year, to grow awareness of Monterey County as a great meeting destination.

The sales plan also included hosting in-market events, incentive and corporate meeting planner FAMs and executing sales missions in major feeder cities that provided opportunities for our hotel stakeholders to join in.

With group business starting to stabilize, there were more multi-year large groups that were booked in need time periods, which helped future years booking pace.

Hosted Destination California in Monterey

• 125 Industry planners and suppliers engaged in one-on-one appointments, destination immersion and networking sessions

Customer Advisory Board

• 12 meeting planners in attendance that were integrated in destination immersion

Meeting Planner FAMs

• Texas Corporate and Incentive planners hosted for a 3-day Monterey County immersion

• Corporate and Third-Party planners hosted throughout the year

All In Incentives

• $89k in spend to book 3,125 room nights with $2M+ in economic impact to Monterey County during need time periods

Tour & Travel

• Engaged 2,629 travel advisors, tour operators, and wholesale buyers at 52 different events to influence travel to Monterey County using a variety of tactics

• In the U.K., Rocket Marketing was engaged for full travel trade representation, and an activation was hosted in November that brought decision makers from top tour operators and media together

• In Canada, the focus was on conducting multiple destination trainings, reaching 300 travel trade professionals and operators through webinars, one-on-one appointments with advisors in Vancouver and involvement in a Visit California sales and media mission in the Toronto area

• A total of 11 FAMs were hosted, bringing 36 travel planners to experience Monterey County, including luxury culinary-themed FAM in partnership with United Airlines and luxury travel advisors from Mexico

GOALS

728 Leads

23.21% Conversion

641 New Business Leads

19 Monterey Conference Center Bookings

223,248 New Business Room Nights

19,445 Monterey Conference Center Room Nights

Monterey Conference Center

COMMUNITY RELATIONS

MCCVB’s success relies on community-wide collaboration. Through the evolution of the Community Relations program, inclusion grew among Monterey County hospitality businesses and relationships with various community organizations were reinforced, including Monterey County Hospitality Association (MCHA), Monterey County Office of Emergency Services (MCOES) and Chambers of Commerce countywide.

The Visitor Services program optimized digital support with continued live chat and e-mail engagement with visitors. MCCVB continued to provide an online trip planning tool with a mobile app component available through the Virtual Visitor Services program. The partnership with the Monterey Peninsula Chamber of Commerce reaches in-person visitors with a 43” interactive kiosk that links to the See Monterey App.

59 New Members

KPI s

76 Member Engagements

Member Engagements

87 Community Engagements

19,451 See Monterey App Downloads

112 Live Chat Engagements

With a greater focus on the community, came a greater focus on members. Programs such as Meet-a-Member and Member Visits allowed the team to give members much-deserved and needed one-on-one time and exposure with team members.

Salinas

ADMINISTRATION

MCCVB fostered a coaching leadership culture including elevating team engagement through regular one-on-one meetings and meaningful group discussions. The reimagined Team Investment philosophy includes ensuring all team members have a Professional Growth Plan. In the spirit of continuous improvement, operational expenses were constantly evaluated for cost savings opportunities. A new IT system and process resulted in new efficiencies and greater engagement throughout the team. In addition, the organization’s ongoing administrative support guided the MCCVB Board of Directors and eight committees in accordance with best practices and Brown Act requirements.

MCCVB recognizes that people are one of the most valuable assets that an organization has. By investing in the recruitment, hiring, and onboarding of exceptional individuals, the organization delivers better results.

New Hires FY2022-23

Joan Lucido Bookkeeper

Kayce Boettcher Business Development Executive

Emily Evans Director of Public Relations

Amber Rodriguez Client Services Coordinator

Marciana Yeater Marketing Coordinator

Marliese Myers Content + Creative Manager

Alyssa Rendon Community Relations Manager

Team Recognition

Joe Marcy Certificate in Meeting Management, 2023 Finalist for Meeting Professionals International Southern California Chapter 2023 Member of the Year

Lindsey Stevens 2022 California Travel Association Rising Star

Lauren Siring

Installed as MPI Sacramento/Sierra Nevada Chapter President 2022-2023

Program Awards

Monterey Peninsula Chamber of Commerce 2023 Business Excellence Award for Business Associations

Stella Award, Best CVB DMO from Northstar Meetings Group

Silver Adrian Award for "ALL IN" Group & Meetings Campaign from HSMAI