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CITY OF SAN BERti
.RDINJI~EQUEST [ lR COUNCIL ACTION
From: James C. Richardson, Deputy Cit)C. .Admin..' '-'Subjectf ;quarterly Report from the San Bernardino
Developmen~' Convention & Visitors Bureau
~pt: Administration
Date: January 5, 1990
Synopsis of Previous Council action:
8/21/89
Mayor and Common Council approved a Resolution and Agreement between the
City of San Bernardino and the San Bernardino Convention & Visitors
Bureau (SBCVB).
10/23/89 Mayor and Common Council received and filed the first Quarterly Report
from the SBCVB.
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Recommended motion:
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That the second Quarterly Report from the San Bernardino Convention: c'
& Visitors Bureau to the Mayor and Common Council be received and ':riled;
CC'
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cc: Andy Green, Finance Director
Dan Stark, SBCVB Executive Director
Contact person: Dan Stark. SBCVB Executive Director
Phone: 889-3980
Supporting data attached: SBCVB Report
Ward:
N/A
FUNDING REQUIREMENTS:
Amount: $' "i. 000
Source: (Acct. No.) 001-091-53658
(Acct. Description)
Visitor/Convention Bureau
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uncil Notes:
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SAN BERNARDL.~O
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QUARTERLY REPORT
2nd Quarter, 1989-90 Fiscal Year
December, 1989
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This quarter has resulted in a flurry of activity for the
Convention & Visitors Bureau. Both of the staff members have been
extremely busy with marketing, public & community relations
activities to enhance San Bernardino's image, which is
anticipated to ultimately result in additional travel industry
business for the city.
This is, in most cases, a 2-3 year return on investment, and that
to just attain the recognition within the highly competitive
travel industry. However, with a carefully targeted marketing
strategy, the Bureau has, in a very small way, been able to
demonstrate the enormous potential that San Bernardino could tap
into in the next decade. With the central location of San
Bernardino and the many attractions in the region, we are
positioning San Bernardino to capture a portion of the group
travel business that already passes right by us without stopping.
The group travel market is the fastest growing segment of the
travel industry, seeing an increase of 10-12 percent annually.
Motorcoach business is made up primarily of the 50+ age group.
These mature adults account for 80% of all commercial vacation
travel and they spend 30% more on vacations than younger
tourists. Research done by the National Tour Association, of
which the Bureau is a member, indicates that $3500 in spending
occurs every time a motor coach stops over in a city.
Many professional conferences were scheduled during this period
of time. We both attended the Western Association of Convention &
Visitors Bureaus' annual conference, Nov. 5 - 7, in San Jose.
Maggie was sent to the following: California Travel Industry
Association public relations workshop, in Los Angeles;
International Association of Convention & Visitors Bureaus'
Membership Workshop, Oct. 1-3, in San Diego; California Office of
Tourism-Rural Regions Marketing Conference, Oct. 4-6, in Eureka.
We both attended the National Tour Association's Convention &
Exchange, Oct. 28 - Nov. 4, in Salt Lake City. Members of NTA,
regardless of size, are each entitled to two delegates only, and
we came away with 64 qualified leads on group tour operators from
allover the U.S. interested in San Bernardino for their
itineraries. Samples of the marketing literature that the Bureau
developed is attached (Attachment A). Some business has already
been referred to local hotels as a result of this conference.
In October, the executive director was invited to speak to the
Downtown Rotary Club with the topic "Marketing A Community: The
Economic Impact of a Convention & Visitors Bureau", which was
P,O, Box 920. San Bernardino. California 92402
(714) 889-3980
Quarterly Report
2nd Quarter, 198 30
December, 1989
Page 2
very well received. That same month, the Breakfast Rotary heard
from Maggie Ivy, Manager of Group Sales & Marketing, on the topic
"Attracting and Creating Special Events."
On going community relations are an important aspect of the
Bureau's marketing objectives. The importance to not only enhance
the image of the city to potential visitors but to have the
citizens also have a great sense of community pride is most
important. To this end, the Bureau has created a new community
event, "Route 66 Rendezvous", scheduled for July 14 & 15, 1990.
This event will serve several purposes. It will increase visitor
expenditures in the city at period of time that is traditionally
a shoulder period, provide positive press exposure for the travel
industry trade magazines as well as the regional press, and
lastly an opportunity to have a nostalgic type of event
encompassing many facets of the area, including a diverse group
of the citizenry and various governmental agencies in a
cooperative effort.
The event consists of the Inland Empire Regionals for the Soap
Box Derby on July 14, with the winner going to the finals in
Akron, Ohio. Center Chevrolet has agreed to sponsor this event if
the Inland Empire Chevrolet Dealers Association decided not to.
Other events include: a classic car scenic tour through the San
Bernardino National Forest on July 14 in cooperation with the
U.S. Forest Service, the California Highway Patrol, the Sheriff's
office, and the Automobile Club of Southern California; a classic
car parade down portions of old Route 66 (Cajon Blvd. to Mt.
Vernon) the afternoon of the 14th in cooperation with the San
Bernardino Police Dept. & CHP; the possibility of an old
fashioned rock 'n roll show the evening of the 14th, we have
talked with a potential producer; and on July 15 a classic car
show at Cal State University, San Bernardino, with the
cooperation of the university administration. From the feedback
that we have received from the car clubs, this event has enormous
potential to bring a lot of classic car afficionados to San
Bernardino. The Bureau has already begun to talk to the hotels
about offering special Friday & Saturday night packages to these
auto owners. We have also learned that the Model A Association
Two committees have been formed to work on the project. The first
committee, chaired by Jim Sivelle, retired manager of JC Penney,
is handling the Soap Box Derby and consists of representatives
from the Soap Box Derby Association, the Mayor's Office, the
Police Dept., the Board of Education, Parks & Recreation, and
various other interested citizens. The second committee was
established to handle the classic car activities. Chaired by John
Savage, public affairs officer for the local office of the CHP,
it consists of representatives from the U.S. Forest Service, San
Bernardino Police Dept., Automobile Club of Southern California,
Antique Auto Club of America, and other interested citizens. As
the whole event is under the auspices of the Convention &
Quarterly Report
2nd Quarter, 198 )0
December, 1989
Page 3
Visitors Bureau, a Bureau staff member is involved with each of
the committees and the Bureau's management has the ultimate
approval of all facets of the activities as well as coordinating
the publicity for the events and the possible Saturday night
entertainment event.
A business lead system has been established using the Bureau's
computer to generate lead referral forms and then manually
assigning each lead a coded number. The code number is determined
by the type of business it is, i.e. convention or group travel
and then specifically the type of lead. This will help us to get
leads out to the hotels in a more professional manner. This is
still a long way from adequate, but will work for the near term.
Samples of the forms are attached as Attachment B.
The Board of Directors & staff had a workshop on Sunday, October
15 at Chairman David Porter's home. Mr. Lee Adler, a senior
account executive with The Messersmith Group of Sacramento
(Attachment C), was retained as the facilitator. With his insight
and help, the participants came up with some focussed objectives,
goals and strategies for the Bureau. A copy of the pre-retreat
questionnaire (Attachment D) was filled out by the staff and
Board members in attendance.
A first draft document was prepared, subsequent to the workshop,
that clearly stated the agreed to objectives and goals
(Attachment E). All who attended the session felt that for less
than a one day planning session, the time was extremely
productive and that when the Bureau is fully operational, a full-
fledged long range plan will be worked on in a similar format
with a weekend retreat setting.
The Bureau was approached to participate in a music video project
that Warner Bros. recording artist Michael Martin Murphey was
working on. This project had a tremendous amount of merit as we
could guide them where they would shoot and any footage not used
could be incorporated into our own promotional video.
Unfortunately, the Bureau's budget would not allow for San
Bernardino to be represented in the video, although the song
"Route 66", prominently mentions San Bernardino and our marketing
theme is the nostalgia of Route 66. After struggling to find a
way to have San Bernardino shown in the video, with a potential
audience of millions, the Bureau approached the San Bernardino
Film & Special Events Corp. to see if they would be interested in
helping out. Their Board of Directors voted to put up the money
if the Bureau would handle the filming coordination, which it
did.
Mr. Murphey was in San Bernardino Monday, December 11, and the
filming went very smoothly despite the high winds. The Bureau
also used the video filming project as an opportunity to gain
Quarterly Report
2nd Quarter, 198 90
December, 1989
Page 4
additional positive exposure for San Bernardino, both locally and
regionally.
Numerous newspaper articles were written about the project as
well as several radio interviews. Mr. Murphey was very
complimentary of San Bernardino's hospitality (Attachment F).
The Convention & Visitors Bureau with the kind generosity of the
San Bernardino Hilton and Orion Special Events, hosted a theme
press reception attended by 175 representatives of the press and
VIP's. One visitor of note was Diane Donian, deputy director of
the California Office of Tourism in Sacramento. She was most
complimentary of the Bureau's efforts. The Sun did a full page in
the Living Section on Mr. Murphey, which was subsequently picked
up by the Gannett News Service for publication nationally in
Gannett newspapers, resulting in national exposure for San
Bernardino in a most positive light.
The Bureau has just finalized plans with the Senior Travel
Recreation and Activities Council (STRAC) to bring its trade show
to San Bernardino next Spring. At the organization's recent
Christmas meeting in Anaheim, Alice Ward, STRAC's director
formally announced the selection of San Bernardino as the host
city. The event will be held at the Maruko Hotel & Convention
Center on April 3, 1990.
This trade show will attract approximately 1,000 group travel
industry leaders from California, Nevada, and Arizona to San
Bernardino. Group travel operators will be given a
familiarization tour of some of San Bernardino's attractions &
accommodations immediately following the conclusion of the trade
show.
The following information represents leads generated by the sales
efforts of the Convention & Visitors Bureau for the 2nd Quarter:
Number of qualified convention & meeting leads given to hotels
this quarter: 10
Number of definite bookings: 3
Number of potential roomnights: 2,301
Potential economic impact: $329,427
Number of roomnights generated: 115
Economic impact: $51,805
Number of qualified group travel leads given to hotels this
quarter: 65
Number of roomnights generated: 25
Economic impact: $3,500
Quarterly Report
2nd Quarter, 198~ JO
December, 1989
Page 5
In the group travel industry it is difficult to assess an
economic impact until the business is booked. Many tour operators
run more than one tour through an area and it may be possible to
get more than one tour per year from one operator using your
facilities.
The Board of Directors instituted a membership in September open
to businesses that wish to support the activities of the Bureau.
The dues are currently set by the Board at $50 per year. At the
time of the preparation of this report, there were 26 paid
members with a goal of 200 members by July 1, 1990.
Respectfully submitted,
S. Daniel Stark, Jr.
Executive Director
Additional information on file in Development Administration, to include
Attachment "D".
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San Bernardino
In Southern California
HOME OF AMERICA'S ORIGINAL
RENAISSANCE PLEASURE FAIRE
1-800-669-8336
or (714) 889-3980
San Bernardino Convention & Visitors Bureau, P.O. Box 920, San Bernardino, CA 92402
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855---------------------------------------------------___~~~l~~~L__~__________
TO: Director of Sales SALES LEAD
DATE: October 13, 198
FILE: 5001
X CONTACT CLIENT DIRECTLY WITH
- - PROPOSAL. CC: SBCVB
SAN BERNARDINO
CONV. fION & VISITORS BUREAU
P.O. BOX 920
SAN BERNARDINO, CA. 92402
(714) 889-3980
COORDINATYE THRU SBCVB - DO NOT
CONTACT CLIENT DIRECTLY. WE
MUST HAVE YOUR PROPOSALS BY: ASAP
NOTES: STRAC holds a Fall and Spring tradeshow. Exhibitors include lodge
facilities and attractions selling to senior group tour planners. STRAC
anticipates between 350-400 tour planners in attendance. Dinner night
before event (Apr. 9th) for exhibitors to be held at Edwards Mansion,
Mystery Dinner. ---------------- Renaissance Faire theme planned
I ORGANIZATION I for luncheon. '.
NAME: STRAC
CONTACT:Alice Ward
ADDRESS:P.O. Box 1558
CITY: Torrance
STATE:CA
STATE:CA
TITLE: Director
PHONE: (213) 370-5094
ZIP:90505
LOCAL CONTACT:Same
ADDRESS:
CITY:
STATE:
TITLE:
PHONE: (
ZIP:
)
I MEETING INFORMATION I
NAME: STRAC
DATE(S): April 9 & 10
ATTENDANCE: 500 GUEST ROOMS: 50-75
MEETING ROOMS: 2 SIMULTANEOUS: 2
MEAL FUNCTIONS: Lunch
EXHIBITS: Tradeshow Approx. 100 booths
SUITES:
LARGEST:500 Banqet
I ROOMS FORECAST I
DAY:
MON
TUE
WED
THUR
FRI
SAT
SUN
DATE: 4/9/89
fiRMS: 50-75
OR/%: 100
FORMER MTG. SITES: Knotts Berry Farm
FUTURE SITES: Undecided
YEAR
19
19
19
19
LAST
TYPE
CITY HQ HOTEL ROOMS
YEAR
19
19
19
19
CITY
HQ HOTEL
MEETING IN SAN BERNARDINO: Never
OF MEETING: Tradeshow & Luncheon
I SITE SELECTION PROCEDURE I
------------------------------------------------------------------------------
WHEN WILL THE SITE SELECTION BE MADE: Immediately
WHO WILL SELECT THE SITE? STRAC Board of Directors
OTHER SITES UNDER CONSIDERATION: Riv. Sheraton, Griswold's Anaheim
PLEASE TURN OVER FOR ADDITIONAL
INFORMATION ON THE REVERSE SIDE
LEAD AUTHORIZATION
MEETING NOTICE T.F.Jl.D
Date: October 23, 1989
To: Hotels and other catering facilities
From: San Bernardino Convention & Visitors Bureau
Lead Information
NAME OF ORGANIZATION: League of California Cities
CONTACT NAME: Patty Riffel
ADDRESS: P.O. Box 807 Rancho Cucamonga
714 989-1851
STATE:
x499
CA
FAX:
ZIP:
91730
CITY:
PHONE:
Requirements
CATERING REQUIRED: x
NUMBER OF PEOPLE: 45-65
OTHER MISCELLANEOUS INFORMATION: They meet every other month and
they. alternate between San Bernardino and Ri. (S.B. Jan, May)
ORIGINAL LEAD DATE: 10/23/89
CONTACT AT CVB: Maggie Ivy
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LEE ADLER. CAE
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Lee Adler. CAE (Certified Associali(\!l E:<~clltive l. is a Senior Account ExwJt;ve ..vith The
Messersmith GrolJp (TMG),lnc ,a Sacrarr.t~1l(I'based association manase:nent
cOl'poratilln. ntG is one f)f the major managerne!\l firms in lhe W c~ll:rn t,' nited Slales,
providing s-ervices to a variety of professicnaI so.:ieties and trade ~ssoci,\ti(llls. In
addition. to its association mana:gement foco$. B-1G ~?S Cvl'por~.te divisior.s ..vhich
specialize in founda.tion mana.gemenl. CClnfel'ence and tfade :;ho'U' r.lana~cmcnt, and
Ie gislalive relali.)!l$
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Lee Adler ha.s :ml.oaged not.for.pri)!it a.ss\\.::atiol)s for more toan 20 years Pri~r to
3Cfiliating with TMG. he served six years as Chief Executiv~ Officel' of the California
Lodging lnd\lstry A$sociatiClr. 1nd 10 years In :\ similnr pos:tion with t~1: Cl\lifornia
Grain aod Feed A's~ciati(\n Vcr$ed in 1'.1: :-\SpHts oj ;\$$,.cia~i('n mM3~cmcnt. ~Ir Adler
has particular e:cpeni$e in the gl)\'ernmen~ reJ?,.i(\l1~ :\rea Il,'ith spt'cific t.:\c;:;round
and kr.o..vledge p~rt?,inin~ t(l tra!H?~rla.i('n. a~J'icvl~\Jfc. htl\l$in~ 3nd lfi1....cllIO\lri$/n
i$$ue$ '.
TMG a$:\ corpClral:olL and Mr Adler individ~li\l1:' mainl:l.i:l O\n acli....\: ;nV\lI\'i:~lf:r.t h,,~h
rtgi(ltll\lly and nationaUy in flfCfl:ssiQIl<\! ur~Miz::tiOM c.)oct:rMd '~'ilh Ihl: a~s(jcj:Hj~n
ml'.n~,~~IM1H-prClfc~si!lo. nhi is very in\,,,lvCtd ~n the Ir.$titllle (If A::$f)ci:l~i(ln
~'!a,1?geIMnl Companies (lA~'iCl and the American S'lcic t)' 01 A$sClcic~ti(ln Eliccutins
(ASAEl Mr ,~dler isa rec(lgnized le,ld':J'within 11~\: SacramCI1V) S~!ci4':ty (,(' "\~s(\ciali(\n
E:<ecIIlins ISSAE) as ......ell as ASAE. He hM scr\'hi .1$ i'r~sidc:'ll oi t.vlh thl.! ;\lIrU)ti'1)
C,\lifol'niil itnd $lI.Cl'amento S,,~i~tv (If MStIC:M:(ln E:<':-L:\Itin::: and \1.';\$ named A~~('ci:\liIJn
E!tCutivl: \If the Year b\' SSAt i., i')~(I, HI(: h(lhl$t~~1: l~t:"lifi\:.J ,'\:~i.II:i..lli\J1) [x",cII~in'
ICAD ue$i~n,ai(ln c':'n!~rri:U hy ,~S<,-r. .I.
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ftlTActtmutT E
SAN BERNARDINO CONVENTION
AND
VISITORS BUREAU
PLANNING SESSION TO DEVELOP OBjECfIVES, GOALS AND STRATEGIES
October 1', 1989
Plaaning Group
Pat Catfery
Laurie Aldern
David Porter
Terri O'Connor
Ann Harris
Jim Richardson
Staff
Dan Start
Maggie Ivy
INTRODUCfION
The San Bernardino Convention and Visitors Bureau Plaaning Group met at the home of
Chairman David Porter on October 1', 1989 to discuss program direction and develop a
set of objectives and goals to guide the Bureau through its developmental stages,
Members of the current Board of Directors and staff of the Bureau served as the
Plaaning Group, The Messersmith Group (TMG), a Sacramento-based association
management firm, was engaged to facilitate the planning session and produce a
document outlining the agreed-to objectives and ,0alS. Lee Adler, Senior Account
Executive with TMG, performed these services,
Of necessity, the plaanin, session was relatively short. beginning at 10:00 a.in, with
completion at ":00 p.m. Since the Bureau is a newly developing entity, the Group
focused on most immediate needs in order to assure continued operation and achieve a
level of progn-mmwc and economic stability. A full-fledged long range plan can be
devised when the Bureau has become fully operational. In view of the need to proceed
as quickly as possible, plan implementation efforts to fulfill the objectives and goals
defined will begin immediately,
The process the Group followed in arriving at this plan included defining the
respective roles and responsibilities of the Board Directors and staff. along with a
discussion of the current operational circumstances of the Bureau, This was followed
by aSsessing organizational strengths and weaknesses which lead to identifying the
challenges and opportunities the future holds for the Bureau, A new Statement of
Organizational Purpose was devised which more accurately reflects the basic mission of
the Bureau, The group proceeded with developing a series of organizational objectives
which are aimed at meeting the most immediate needs, Ultimately, the plan will be
expanded to fully capitalize upon strengths, wort to remedy weaknesses and allow the
Bureau to focus on maximi7ing opportunities to meet the challenges that were
identified, The objectives were prioritized in order of importance and specific goals
and strategies were developed within each objective area, identifying the group or
person(s) responsible for implementation.
..
The objective areas in order of priority are:
1, Develop the financial and community resources necessary to fully establish the
operational capability of the Bureau,
2. Develop special events which will attract additional visitors to the community.
3. Conduct a comprehensive sales, marbting and service program which enhances
the public image of the San Bernardino area and attracts a muimum number of
conventions, meetings and visitors.
.c. Develop a ta.nge of member benefits and services which meets the needs and
interests of the business community in the area, thereby encouraging their fullest
possible participation as active Bureau members.
,. Keep all elements of the local community informed of the value of travel and
tourism to the economy of the area and the role the Bureau plays in developing this
resource.
6. Coordinate programs with other local organizations having related missions,
The structure of the P1a.n consists of an objective statement followed by specific goals,
including a timetable and who is responsible for implementation,
As with any p1a.nning process the key to achieving the stated objectives is in the
implementation phase, This document is a blueprint for the future growth and
development of the Bureau. How well the structure grows from the blueprint strongly
depends upon the willingness of all concerned to commit the time. effort and resources
needed to translate these words into action.
The Messersmith Group, Inc.
1730 "I" Street, Suite 240
Sacramento, California 9:581.c
October 2',1989
-2-
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PURPOSE STATEMENT
The purpose of the San Bernardino Convention and Visitors Bureau is to produce economic benefit
for the area and the Bureau's membership by effectively soliciting and providing services to
conventions. meetings and visitors and by encouraging the development of events. activities and
facilities.
SPECIFIC OBJECTIVES AND GOALS
IN PRIORITY ORDER
OBJECTIVE -1: Develop the financial and
community resources
necessary to fully
establish the operational
capability of the
Bureau .
Completion
Timetable
ResDonsibilitv
A. G2Il: Establish an operating
budget of $300.000.00.
July 1. 1990
Financial Development
Committee/Staff
Stratuies:
(1) Identify and pursue available
community resources both
human and financial.
(2) Pursue the possibility
of auaining some level of
funding from the county.
(3) Develop a business plan
to tab before City officials
with a request for budget
augmentation,
(<{) Investigate the possibility
of grants and/or direct budget
augmentations from economic
development entities and other
sources.
en ).fuimi7.e revenue from
membership development,
....
OBJECTIVES AND GOALS - PAGE 2
OBJEctiVE -2: Develop special events
which will attract
additional visitors to
the community.
A, Yol: Continue efforts to attract
WEST FEST.
B, Gul: Development of Route 66
Rendezvous,
c, Gu1: Execute Marketing Plan
for Renaissance Faire,
D, ~: Acquire sufficient funding
to participate in Mite Martin
Murphey video.
OBJEctiVE -3: Conduct a comprehensive
sales. marketing a.nd
service program which
enha.nces the public image
of the Sa.n Bernardino area
a.nd attracts a lIluimum
number of conventions.
meetings a.nd visitors,
A. ~: Develop a.nd implement a
marketing plan with appropriate
collateral materials.
Strategies:
(1) Identify target markets a.nd
develop specific strategies to
approach each.
(2) Mate presentations to local
service groups. encouraging
them to act as "salesmen" for the
community ,
(3) Provide a.n informational
packet including a.n inventory of
local area attractions. calendar of
events, hotel brochures. information
of the city a.nd other items as
appropriate.
(4) Update promotional video.
Completion
Timetable
Resoonsibilitv
Fa111990
Staff
July 1990
Staff
Spring 1990
Staff
November 1989
Staff
Dan !
Marketing Committee/
Staff
OBjECI'IVES AND GOALS - PAGE 3
en Seek opportunities to develop
mutually beneficial cooperative
marketing and adverLising programs
with other promotion entities.
(6) Contact tour operators and
travel agents to develop packages
to the area.
(7) Sponsor hospitality programs
and familiarization tours to the
city and the area,
OBjECI'IVE -,,: Develop a range of
members benefits and
services which meets
the needs and interests
of the business community
in the area. thereby
encouraging their fullest
possible participation as
active bureau members.
A, !i2il: Conduct an intensive
membership development
campaign resulting in 200
Bureau members.
Strategies:
(1) Identify strongest prospects
and approach with an intensive
recruitment effort.
(2) EStablish some kind of meeting
schedule to bring members together
from time to time.
(3) Consider producing a Bureau
member newsletter. finances
permitting,
Completion
Timetable
ReSDonsibilitv
July 1. 1990
Membership Development
Committee
March 1, 1990
OBjECflVES AND GOALS - PAGE <(
OBJECTIVE -,: Keep all elements of the
local community informed
of the value of travel and
tourism to the economy of
the area and the role the
Bureau plays in developing
this resource.
Completion
Timetable
Responsibility
A. Yul: Develop comprehensive Feb. 1.1990
information on the economic
and employment impact of travel
and tourism on the local economy
including, but not limited to, various
tal revenues, specific employment
impact by induslry and the multiplier
effect in the community,
B. G2Al: Utilize media to continuously Ongoing
publicize the economic benefit of the
induslry and Bureau plans,
Jim Richardson
Staff
OBJECTIVE -6: Coordinate programs 'With
other local organizations
having related missions,
A, Yul: Establish a mutual
understanding of respective roles
to avoid conflicts and duplication
of effort.
On-going
Ann Harris
Strategies:
( 1) Key individuals 'Within con cerned
organizations meet monthly to discuss
respective programs and activities.
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SAN BERNARDINO CONVENTION AND VISITORS BUREAU
DISCUSSION SUMMARY - PAGE I
STRENGTHS/WEAKNESSES--CHALLENGES/OPPORTUNITIES SEGMENT
STRENGTHS
YEllliESSES
. Value received by visitor
· Centrally located in California
· Access to airport
. Convention facilities
· Oranse Show Venue for events
· Bureau support from media
· Strons economic activity with
elpandins population
· California State University
San Bernardino
. Many attractions locally
. Untapped resources
. Bye-bye Norton!
. Strong support from the
hotel/motel industry
. Strong ethnic mil
· Positive bureau image
. Modest city support
· Major interstates
· San Bernardino Mountains
· County seat. of a 1arse and
diversified county
. Quantities of rooms
. Lack of adequate resources
. Resources not coordinated;
local community not well-
informed as to the value of
travel and tourism to the
economy
. Community image as a result
of nesative media coverage
· Poor self-image
. Consistent financins at a
permanent level
· Public uninformed on
facilities available
· Turf batUes between
community sroups
· Provincialism/parochialism
. Bye-bye Norton! - Dol1a.r
impact on economy
· Transportation infra-
structure
. Defining the market for
neW' properties
. Air quality perception
versus reality
. Not well-mown by meeting
planners and promoters
DISCUSSION SUMMARY - PAGE 2
CBATTnlGES
OPPORTUJlITIES
. Financial development
. Convention/tourism market development
. Seek county funding along
with additional city budget
augmentation: develop
membership base
. Space a.vai1able at Pacific
Savings. 1.200 sq. ft at$l/ft,
. Facilities are available;
National Tour Association
computer matches; have a
specific niche to develop;
on the leading edge of
economic development in
the area
. Utilize visits to civics clubs;
utilize media to project
favorable image; conduct
familiarization tours
. Willingness on the part of
the local industry to
pursue the hospitality
theme; establish an 800
number; develop
information packets for
distribution to visitors;
utilize community college
training courses to
further develop stills
within the hospitality
industry .
. Develop a visitor guide paid
for by advertising
. Office space
. Image development
· Visitor service
. Printed material
(TMG -10/27/89)
ATI~ttM.5J\ F
December 18, 1989
S. Daniel Stark, Jr.
San Bernardino Convention & Visitors Bureau
P,Q, Box 920
San Bernardino, CA 92402
Dear Dan,
Thanks for a real first class wrap party, I'm glad
that Route 66 went to San Bernadino and you and your first
rate staff were there to meet us at the end of the road.
Thanks for a great send off!
Merry Christmas!
Sincerely,
MW\~
Michael Martin Murphey
MMM/rlm
P, 0, Box FFF
Taos, New Mexico
87571