LIVING THE DREAM
Travel Matters for Santa Monica Santa Monica Tourism Summit May 9, 2018
Caroline Beteta President & CEO Visit California
Our mission: Create desire for the California experience
California’s tourism investment Accommodations 33% Restaurants and Retail 5% Attractions Rental Cars 2% 58% Transportation and Travel Services 2% Source: California Office of Tourism
INSPIRATION PLANNING RENTAL CARS ACCOMMODATIONS ATTRACTIONS RESTAURANTS & RETAIL TRANSACTION TRANSPORTATION
Board leadership
LA County Board leadership Bobbie Ernie Wooden Karen Irwin Carl Schuster Singh-Allen President & CEO, President & COO, CEO-Managing Partner, Los Angeles Tourism Universal Studios Wolfgang Puck Executive Vice & Convention Board Worldwide, Inc President and COO, California Lodging Industry Association
LA County leadership Misti Kerns Julie Wagner President & CEO, President & CEO, Beverly Santa Monica Hills Convention & Travel & Tourism Visitors Bureau
TOURISM IS BOOMING
Spending International Visitor $25.2 Billion Top Export California’s $20.69 Billion Agriculture $7.3 Billion Civilian Aircraft $6.96 Billion Voice/Image/Data Equipment $5.5 Billion Non-industrial Diamonds $3.3 Billion Electrical Machines
2017 TRAVEL-RELATED SPENDING $132.4 billion
2017 STATE & LOCAL TAX REVENUE $10.9 billion
2017 TOURISM EMPLOYMENT 1.1 million
TRAVEL MATTERS TRAVEL MATTERS TO SANTA MONICA
WE MAKE TOURISM HAPPEN
Paid Owned Earned Trade & Partnerships
Global Brand Target Adults | Top 33% Household Income | 108 Million Individuals Opportunity Target 36% of Brand Target Millennials + Kids Millennials Experiences Segmentation Outdoor Family Culinary Luxury Entertainment & Culture
Global Brand Architecture
A new original edutainment series launching in May
FY17/18 Global investments $250K $4 $5.9 million million $8.5 $1.1 million $61.4 million $1.1 million million $1.2 $250K $950K million $3.2 $150K million $500K $1.1 million $4.1 Tier 1 million Tier 2 Tier 3
Middle East India
Paid Owned Earned Trade & Partnerships
23 Million Followers
Santa Monica #DreamEats Sweetfin Poké • Bay Cities Deli •
Samantha Brown Tanya Holland Ann Marie Brown PBS’s Places to Love Brown Sugar Kitchen California Waterfalls Dylan Thuras Pauline Frommer John Bonne Atlas Obscura How to Pack for The New California Wine California Patricia Schultz Jeff Smith Bob Schneider 1,000 Places to See California Beer Docu Red Jeep Tours
Paid Owned Earned Trade & Partnerships
Earned media 45 press trips • globally 409 placements • $30 million U.S. ad • value
Media events
Paid Owned B2 B2B2 B2C Earned Trade & Partnerships
Travel trade
PRESS CONFERENCE PRESS CONFERENCE May 20 May 22 May 22 May 23 Noon 11:30 a.m. 5:50 p.m. 10:30 a.m. Colorado Colorado Denver Colorado Convention Convention Performing Arts Convention Center Center Center, Seawall Center Ballroom
362M Impressions • 10M Video Views
DREAMING ON TOGETHER
industry.visitcalifornia.com/marketingworkplan Two-year Marketing Work Plan
industry.VisitCalifornia.com
Feb. 11-12
TravelMattersCA.com #NTTW18
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