HomeMy WebLinkAboutR08-Economic Development Agency
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01' DB CIn 01' SAIl BBR1WIDIlIO
RBOUBsr !'OR CCRlISSIOR/C01JlICIL ACTIOR
From:
KEBNETH J. HENDERSON
Executive Director
Subject: SAIl BBR1WIDIm C01lVDTION
AD VISITORS BtJRBAU
QUARrBRLY REPORT
Date:
April 2, 1992
SvnoDsis of Previous COBBission/Council/r~ittee Action(s):
The Commission has routinely received and filed previous quarterly
reports of the Convention and Visitors Bureau.
RecommPnded Rotion(s):
(COBmlDli tv Develo_ent r.--i ssion)
IIO'lIOR
That the Community Development Commission receive and
file the attached quarterly report from the San
Bernardino Convention and Visitors Bureau.
RSON
or
Administrator
Contact Person(s):
Ken Henderson
Phone:
5081
Project Area(s):
Ward(s) :
ALL
1 - 7
Supporting Data Attached:
Staff ReDort: Ouarter1v ReDort
FUNDING REQUIREMENTS:
Amount: $ NI A
Source:
NIA
Budget Authority:
NIA
Commission/Council Rotes:
KJH:1ag:0658E
COIMISSIOR IlBETIRG AGERDA
Meeting Date: 4/6/199~
Agemla I tell lIuIDber: ~
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DBVBLOPMBKT DBPARTMB.T
OF t'IIB CIn OF SAIl BDIIARDDO
STAFF IlBPORr
San Bernardino Convention And Visitors Bureau
Quarterlv ReDort
The San Bernardino Convention and Visitors Bureau has in the past
routinely provided reports to the Community Development Commission
regarding its activities. Attached is a report detailing the Bureau's
activities for the quarter beginning January I, 1992 and ended March
31, 1992.
The Executive Director of the Bureau will be present to answer any
questions the Commission may have. Based upon the foregoing, staff
recommends adoption of the form motion.
~~., Executive Director
Development Department
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ICJH:1ag:0658E
COIMISSIOK REErIIIG AGEftDA
Meeting Date: 4/6/1992
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Agenda Itell "'ber:
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CONVENTION & VISITORS BUREAU
QUARTBRLY RBPORT
3rd Quarter, Fiscal Year 1991-92
March 31, 1991
BXBCUTIVB 8~Y
Board of Directors Planning aetreat. The Board of
Directors held their annual planning retreat this past January in
Palm Springs. Besides the Board of Directors, representatives
from some of our attractions, hotels and city government
participated in a review of the Bureau's activities and fine
tuned its sales & marketing efforts for the coming fiscal year.
California Travel Planning Guide. We have responded to 386
requests for information on San Bernardino from travel agents and
group tour operators from throughout the United States and Canada
as a direct result of our cooperative advertisement in the
California Travel Planning Guide. This ad was a cooperative
effort between the Bureau, the San Bernardino Hilton, the Maruko
Hotel, the Renaissance Pleasure Faire and the San Bernardino
Economic Development Agency. Without co-op partners we could
have never afforde to participate in this important conduit of
information to that segment of the market.
aenaissance Pleasure paire. This year will mark the 30th
anniversary of the Faire and its 4th year of successful operation
at Glen Helen Regional Park. Discussions on cooperative sales &
marketing between the Faire, the local lodging industry and the
Bureau started last Fall. We have already published a lodging
guide for the public as well as a guide for travel agents. A
sales blitz into the San Diego market in late January and into
the Las Vegas market in February calling on travel agents and
group tour operators was very successful. These are both markets
that we had previously identified as potential areas to solicit
new business and we have not been disappointed with the response.
Participating hotels have already booked business as a direct
result of this sales effort. These sales trips were planned and
coordinated by the Bureau with participation from the sales
staffs of the San Bernardino Hilton and the Maruko along with the
Group Sales and Special Events Departments of the Faire. The
Bureau has since followed up on leads and has again secured a
radio station in the Las Vegas market with which to run a co-op
promotion for the Faire and our lodging establishments. The
Faire attracted approximately 250,000 people last year over its
eight weekend run and we are hoping that their attendance
continues to climb as it has since the event re-1ocated here in
the Spring of 1989, acting upon the Bureau's suggestion for a new
venue.
P.o.IIoz 920 ' SOOIlt....... CoIifomia 92402 0 440 W. Cllurt s-. Suitt 108 . Son Benwdino, CaIi/omia 92401
714/889-3980 0 ~36 0 FAX714!888-S998
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Rout. II ReD4..vous. Planning meetings continue for the 3rd
Annual Route 66 Rendezvous, co-sponsored by the National Orange
Show, The San Bernardino Sun, The San Bernardino OVer-the-Hill
Gang and the Bureau. Dates for the event are September 19 & 20,
1992. We are concentrating our efforts on the encouragement of
out-of-town participants as well as celebrities to enhance the
regional publicity we can receive. The Bureau conceived the idea
for this event and will continue to actively support it as it has
great potential to increase our overnight business for that
particular weekend.
California Visitors Bureau proposal. The Bureau's executive
director, with the concurrence and support of the Board of
Directors, has formulated and submitted a proposal to Senator
Robert Presley to amend his Senate Bill 1184, intended to create
a state department of tourism, to ~nstead create a non-profit
statewide visitors bureau. This proposal has been subsequently
endorsed by the San Bernardino Chamber of Commerce as well as
many other tourism leaders throughout California. with the
state's budget problems, it became evident that SB 1184 would not
be enacted and without an effective statewide marketing program
the entire state's tourism industry suffers. We are hopeful that
progress toward this concept will result in an efficient and
effective organization to not only protect California's current
market share, but to increase our business. San Bernardino has
taken the lead.
Western Regional Little League Playoffs. In 1992 the annual
Western Regional Little League Playoffs will go to a double
elimination format thus increasing the tournament from 7 days to
11 days. We have been working closely with Carl Magee, director
of Little League's Western Region in assisting them where ever we
can. Last year we assumed responsibility for the Team 14 hosting
committee from the Chamber of Commerce and we continue to support
them. We have published a survey of rates and special amenities
that will be offered to the families of the players at our
lodging establishments. The players themselves are quartered at
the Little League facility. We believe that this change in the
tournament's structure will have a 'positive impact upon tourism
revenues in August.
California Mariachi Festival. We have recently been
exploring the opportunity to create the California Mariachi
Festival, possibly as early as October of this year. A similar
event in Tucson and Las Vegas attracts thousands of spectators.
Susan Feller, executive director of the Inland Empire Symphony
Association contacted us to gauge our interest. Two years ago we
researched the Tucson event with an eye toward producing such an
event here, so naturally we were most interested as we are quite
confident that this is a can't miss situation.
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SALBS ACTIVITY
The following information represents the sales efforts of the San
Bernardino Convention & visitors Bureau for the three months
ended March 31, 1992:
Total e.tiaated economio impact generated a. a re.u1t of tbe
Bureau'. combined .ale. effort. for tbe pa.t quarter I
8285.360
Total e.timated economic impact generated a. a re.ult of tbe
Bureau'. combined .ale. effort. year to datel 83.073.850
VISITOR IRFORMATIOH ACTIVITY
· Walk-in requests for visitor information this quarter: 60
· Telephone calls received requesting visitor information this
quarter: 205
. Information mailed in response to requests for visitor
information this quarter: 121
. Total activity responding to visitor information requests this
quarter: ~
Total activity responding to visitor information requests year
c:; to date: llZ1
COIlVEHTIOH SALES ACTIVITY
. Number of qualified convention and meeting leads generated
this quarter: 2
. Number of qualified convention and meeting leads generated
year to date: 3
. Total number of potential roomnights for all convention and
meeting sales activity for this quarter: 480
. Total number of potential roomnights for all convention and
meeting sales activity year to date: 14,100
. Number of leads generated as a result of trade show activity
this quarter: 17
· Number of leads generated as a result of trade show activity
year to date: 106
. Potential economic impact as a result of all convention and
meeting sales activity this quarter: $75.360
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. Potential economic impact as a result of all convention and
meeting sales activity year to date: $2.755.350
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TOUR , TRAVEL SALBS ACTIVITY
· Responses from, and subsequently information provided to,
travel agents as a result of San Bernardino's cooperative ad
appearing in the 1992 edition of the California Travel
Planning Guide year to date: 386
. Number of qualified group tour leads generated this quarter:
60
. Potential economic impact from group travel sales activity
this quarter: $210,000**
· Potential economic impact from group travel sales activity
year to date: $318,500**
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*NOTE: To calculate economic impact for conventions and
meetings, the International Association of Convention & Visitors
Bureaus does a yearly survey that estimates what delegates for
conventions and meetings, trade shows, etc., spend on a daily
average. The figure for 1991-92 is currently $157. Although
there may be more than one delegate in each room, we take the
conservative approach that there is only one per room and use the
$157 per delegate per roomnight as the basis of figuring the
economic impact.
UNOTE: In the group travel industry it is difficult to
assess an economic impact until th~ business is actually booked.
Many tour operators run more than one tour through an area and it
is very possible to get more than one tour per year from one
operator to use your lodging facilities. For our purposes here,
we have conservatively figured that each tour operator would only
bring one group through in the course of the year. According to
the National Tour Association, each night a motorcoach stays in a
city, it contributes $3,500 to the local economy.
IN-KIND SERVICES REPORT
The following information represents in-kind services and their
approximate value, as provided to the San Bernardino Convention &
Visitors Bureau for the three months ended March 31, 1992:
U.S. Grand Prix of Motocross, San Bernardino
· 2 complimentary admissions to U.S. Grand Prix
$40.00
San Bernardino Civic Liaht Onera Assoc., San Bernardino
For promotional purposes:
· 6 complimentary admissions to "JC Superstar" $150.00
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Palm Snrinas Riviera Resort, Palm Springs
Arranged through the courtesy of SBCVB Board member, Reiner
Rietig, for the annual Board of Director's planning retreat:
. 18 complimentary rooms & tax for two nights each $4,712.40
· 1 complimentary meeting room & tax $269.38
Maruko Hotel & Convention Center, San Bernardino
For promotional purposes:
· 2 complimentary admissions to Shamrock Club st. Patrick's Day
event $50.00
San Francisco Hilton & Towers, San Francisco
Arranged through the courtesy of the San Bernardino Hilton for
use while staff were in San Francisco for a promotional event for
the Renaissance Pleasure Faire:
. 3 complimentary rooms & tax for one night each $749.25
GRAND TOTAL OP IN-KIND SBRVICBS THIS QUARTBR
GRAND TOTAL OP IN-KIND SBRVICBS YEAR TO DATB
85971.03
89018.03
***NOTB: Those organizations and businesses providing goods and
services to the San Bernardino Convention & visitors Bureau are
fully aware that as an independent 501(c)6 non-profit mutual
benefit corporation, their contributions are not tax deductible
from either state or federal income taxes and that these
contributions have been made in order to assist in the programs,
goals and objectives of the San Bernardino Convention & Visitors
Bureau.
Respectfully submitted,
7!-~~ .
S. Daniel Stark, ~
Executive Director
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