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CI-R'OF SAN BERNARDlhb - REQU~T FOR COUNCIL A~ON
James C. Richardson, Deputy City
From:
Administrator - Development Services
Subject:
Quarterly Report from the San Bernardino
Convention and Visitors Bureau to the
Mayor and Common Council
Dept: Administration
Date: June 30, 1989
Synopsis of Previous Council action:
2/6/89
Mayor and Common Council approved a resolution and agreement between the City of
San Bernardino and the San Bernardino Convention and Visitors Bureau (SBCVB).
4/3/89
Mayor and Common Council received and filed first Quarterly Report from the SBeVB,
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Recommended motion:
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That the Quaterly Report from the San Bernardino Convention and Visitors Blfrl'au
to the Mayor and Common Counci L he> received and filed.
cc: Andy Green, Fin<1i1ce Director
Dan Stark, SBCVB Director
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Signature
Contact person: Da~i".l Star~, SBCVB Director
Phone: 885-7515
Supporting data attached: Staff Repor:...t!."BCVB_Report .~__ Ward:_ N/ !>c._m.___
FUNDING REQUIREMENTS:
Amount:.. $9,730..
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Source: i~9(;.t,I\I.Q,J.<Jg!_-=(t'l-2-53735
JP-cct. DescriPtiClDl Appropriate~serve
Finance:
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Council Notes:
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CIR' OF SAN BERNARDlhb - REQU~T FOR COUNCIL ACqlON
STAFF REPORT
The agreement between the City of San Bernardino and the San
Bernardino Convention and visitors Bureau (SBCVB) approved on
February 6, 1989 requires that quarterly reports be provided.
The attached report of June 21, 1989 by the Chairman of the
SBCVB Board is for the period from, April 1st to June 30,
1989, and represents the completion of the terms and
conditions of the agreement between the city and the SBCVB.
Upon receipt and filing of this quarterly report, a payment
in the amount of $9,730 can be made to the SBCVB, as provided
in the agreement.' The SBCVB report is regarded as at least
adequate and as the City I S representative to the SBCVB, I
recommend that the SBCVB Quarterly Report be received and
filed by the Mayor and Common Council.
-0da~
ES C. RICHARDSON,
puty City Administrator -
evelopment Services
Attachment
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CALIFORNIA STATE UNIVERSITY
SAN BERNARDINO
Th.' ('uli(umi/I
."1111/' l'"i",'r~il\'
June 21, 1989
Mayor Robert Holcomb
City of San Bernardino
300 D Street, City Hall
San Bernardino, CA 92418
Dear Mayor Holcomb and Counci I Members:
I am very pleased to submit a very positive report to the Mayor and
COrTmon Counc ii, conc I ud i ng the San Bernard i no Convent i on and Vi 5 i tors
Bureau's f.i rst six months.
TilE DEAN.
As a Board, wc sct a numbcr of pcrformance goals for the CVB for its
first 18 months. I am pleased to report that we have al ready exceedcd
somc of thesc goals and are making solid hcadway in the fulfi I Imcnt of
others.
OFrlf'E OF
SCIIOOI. OF'
BUSINESS ANn
Our major goals for thc first 18 months wcre:
1'Untle
+ 2-5 major conventions booked with 1,500 to 3,000 attendance.
Total attendancc from these conventions would be up to 15,000,
AIIMINISTHA"InN
+ 15-25 conventions or conferences with 500-1,000 attending.
Total attendance from these conventions would be'up to 25,000.
71.tjAHO.f170n
+ 25-40 conferences with 100-500 attending. Total attendance from
these conferences would be up to 20,000.
+ 25,000 room nights booked in ci~y hotels and motels.
Paid attendancc from the Renaissance Plcasure Faire wi II approach
200,000. This attendance excecds the total attendance goal for all
categories (60,000) of the goals we sct for 18 months. Wc wi I I continue
our efforts to book more individual conventions and meetings. One
additional convcntion is already bookcd and Mr. Stark indicates in his
report that hc is working on several other special events and confer-
ences.
Prcliminary cstimatcs arc that betwcen 10,000 and 12,000 room nights
wi I I have resulted from people coming to visit the Renaissance Pleasure
Faire. Thcsc room nights were bookcd during the weekends, a time which
is usually a pcriod of lower occupancy in our City.
f)f)on University PurkwlIY, Sun Bernardino. CA 92407.2:1f17
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Page 2
June 21, 1989
Mayor Holcomb and Counci I Members
My preliminary estimates of revenues resulting from these room rentals
are between $450,000 and $550,000, yielding between $35,000 and $45,000
in added TOT revenues to city collections. In terms of meeting our 18-
month goal of 25,000 room nights booked, the Renaissance Faire this
Spring and next Spring wi I I probably produce somewhere around 20,000 to
25,000 room nights.
The overal I economic impact of the Renaissance Faire on the City and its
immediate surroundings wil I be, as Mr. Stark has estimated, between $6
mi II ion and $9 mi'll ion.
Our Board has also committed to the Mayor and Common Council that we
will seek resources from outside the City budget. In the first six
months we were able to increase our advertising through cooperative
efforts with American Airlines and the Maruko Hotel, expanding our
adver tis i ng and t rave I resources by about $11,100. Through an i n-k i nd ,
contribution from local television, the CVB has produced an excel lent
video tape which can be used to promote the City. Market value of this
video tape is at least $5,000. Finally, as agreed earl ier, the San
Bernardino Area Chamber of Commerce has supported the CVB with office
space, availabi lity to equipment, and many other services.
The Board is very appreciative of the support given to the City's fledg-
ling CVB. Our new Executive Director, Dan Stark, has been doing an
outstanding job in getting the bureau up and running. I especially want
to commend him for an outstanding jOb during these first six months.
D id O.
Chairman of the Board
San Bernardino Convention
and Visitors Bureau
DP/sc
cc: Dan Stark
Jim Ri chardson
Members of the CVB Board:
Laurie Aldren
Pat Caffery
Alfredo Gonzalez
Ann Harris
Terr i O'Connor
Bob Spivacke
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QUARTERLY REPORT
4th Quarter, June 1989
This quarter marked the start of the Renaissance pleasure Faire
at its new home, Glen Helen Regional Park. The event should draw
well over 180,000 people.over its seven week run ending June 25.
Through June 18, the Faire has attracted a paid attendance of
169,879 with the weekend of June 10 & 11, being one of their
busiest with a total attendance for the weekend of 30,356, the
weekend of Father's DaYr June 17 &18, had 29,028 in attendance
(excluding invited V.I.P. Guests). The Faire ends June 25.
The estimated economic impact based on 180,000 attendees spending
$20/person at the Faire including admission (this is the Living
History Centre's preliminary estimate), then adding an additional
$15 for fuel, food, lodging and other expenditures in the area
will provide a $35 per capita average. This figure could reach as
high as $50 per capita and is not an unreasonable estimate taken
into consideration that the International Assoc. of Convention &
Visitors Bureaus has recently revised upward the average daily
amount that convention delegates spend to $126.50 per day per
person. ,Using $35 as the low end and $50 at the to~' end,
calculates the estimated economic impact for the area in a range
of from $6.3 million to $9 million. These figures are fairly
conservative from both the Living History Centre and the
Convention & Visitors Bureau's perspective. With the change in
location so close to the date of the event, they are most pleased
with how things are working out and the preliminary indication is
that they would like to stay.
The Renaissance Faire advertising went very well and was
judiciously spent in markets that would produce almost instant
results save one which could pay future dividends. The ads were
placed in the Auto Clubs' Westways magazine, the Sunday travel
section of the San Francisco Chronicle, the Sunday travel section
of the San Diego Union, the Thursday travel section of the San
Diego Evening Tribuner and the special Renaissance Faire guide
published by The Sun. American Airlines and the Maruko Hotel
participated in a coop program which allowed the CVB to stretch
its ad dollars. Total amount expended to date on this campaign
has been $20,363.11. Sample ads are attached to this report.
The city has benefited from the Faire's relocation in several
ways. The most obvious is the attendant economic impact
associated from just the start-up of the Faire with over 3,000
participants in the area six weeks before the Faire actually
opens, setting up concession booths, attending training classes,
etc. They are staying overnight, eating in restaurants, buying
lumber and other supplies in the city which translates into jobs
for local citizensr additional income for local businesses as
well as sales tax revenue for the city.
P. O. l30x 920, San l3ernardino, California 92J102
(71 J1) 889-3980
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4th ()Jarter
.]\JOe, 1989
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The enormous amount of positive publicity arising from the Faire
coming to San Bernardino County has been a source of pride for
our citizens. The City of San Bernardino has benefited as this is
the city most closely linked to the Faire as the Living History
Centre has their temporary corporate offices located here prior
to during the event as well as a San Bernardino mailing address.
The Faire has given almost instant recognition and credibility to
the CVB from both the public and other CVB's. To have an
attraction of this magnitude, has been and will continue to be an
asset when marketing the city as both a convention site and
tourist destination.
Inquiries to the CVB (not the Renaissance Faire's 800 information
number) for accommodations, directions or other Renaissance Faire
information has been tracked since May 1. Through Memorial Day
weekend requests averaged 50 per day. The Saturday of Memorial
Day weekend the office was staffed and handled 46 calls from
people just looking for a room in San Bernardino for that night
and Sunday. They were referred to accommodations that still had
some availability, the later callers had to go to Riverside,
Redlands, Highland, Ontario, etc. Calls for Faire information
since Memorial Day have slacked off to an average of 24 per day,
but the attendance at the Faire is has either held steady or
risen. The same accommodation information was provided to the
Faire's information operators and has been a real benefit to us
that they were willing to make referrals.
This quarter the CVBhired an answering service with computer
capabilities to handle inquiries while the office is closed. The
additional cost of retaining a regular service is justified as
the service is capable of referring callers to hotels/motels in
the city as well as provide rate information. In several test
calls, the operators have performed very well. This has been a
great help in servicing the public's request for information when
the office is closed.
The CVB participated in the National Tourism Day event May 17 at
RaincroS.s Square with the Riverside Visitors & Convention Bureau
acting as the host. The Mayor's proclamation, designating May 17
as "Tourism Awareness Day in San Bernardino", was on display
along with those from the City and County of Riverside which
emphasized San Bernardino's commitment to the industry. During
the event we viewed a videotape produced specifically for CVB's
to use on ~ational Tourism Day by the International Assoc. of
Convention & Visitors Bureaus. It featured industry leaders and
President George Bush and the economic importance of tourism and
conventions to communities. The CVB has a copy of the tape to
lend to interested parties.
May 22 was California Tourism Day in Sacramento sponsored by
CALTIA (The Calif. Travel Industry ASsoc.). They hosted an event
that Phyllis Patterson, Will Wood (Sir Francis Drake) and I
participated in at the State Capitol.
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()Jart:erly ~L
4th Quarter
JUne, 1989
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Along with characters from Universal studios, Great America and
other attractions and special events we, and other
representatives from the 12 "Californias" visited our local
legislators for photos. The idea of using the characters
originated from the San Bernardino CVB. When letting the state
Office of Tourism know that we would be bringing Sir Francis
Drake up with us as an Inland Empire representative, the event
coordinator liked the idea so much that she contacted all the
other regions to ask theni'to bring character representatives as
well. All four of our local legislators were photographed and
, invited to become Knighted. Subsequently Sens. Ayala and Leonard
as well as Assy. Eaves have been Knighted by Queen Elizabeth I at
the Renaissance Pleasure Faire.
A highlight of the day was when we escorted Sir Francis Drake and
Frankenstein from Universal Studios, onto the floor of the State
Senate (in the rear gallery area) during ,their session. A role
call vote was going on at the time and the clerk calling the role
could not restrain his amusement at the site of a movie monster
and a sixteenth century English seadog complete with helmet and
weaponry. Sense Ayala, Leonard & Ralph Dills came to the rear of
the chambers to be photographed with this unusual scene. They all
seemed to prefer the pose with Frankenstein's hands around their
throats. At any rate, the day was a real success and had a
positive impact for California tourism and also served to
demonstrate San Bernardino's arrival as a major player in the
industry. The contacts made with industry and legislative leaders
as well as the California Office of Tourism's top administration
was most productive. '
The CVB and I have been approved for membership in the following
professional organizations: International Assoc. of Convention &
Visitors Bureaus; Western Assoc. of Convention & Visitors
Bureaus; American Society of Assoc. Executives; So. Calif.
Society of Assoc. Executives; No. Calif. Society of Assoc.
Executives; calif. Travel Industry Assoc.; and the National Tour
Assoc.
The key to the CVB's relatively instant professional notoriety
has been tourism and specifically the Faire. Tourism can be the
means to our end, increased convention business. If we were to
take the approach that we solely work on conventions and
meetings, it could take several years to get any credibility with
the convention and meeting planners. With this in mind, I have
formulated some additional large special event concepts that
would work nicely at the National Orange Show grounds. One is
Fiesta San Bernardino complete with a Mariachi Spectacular
entertainment event and a menudo cookoff.
The CVBis working with the Inland Empire Hispanic Chamber of
Commerce, the Orange Show and KCAL Radio to try and make it go.
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Quarterly Report
4th ()larter
.June, 1989
Page 4
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other events in the conceptual stages are a Rte. 66 Rendezvous
with music and custom cars from different eras of Rte. 66's
history. I hit on this as the Country & Western performer,
Michael Martin Murphey, best, known for his song "Wildfire", is
re-releasing the song "Rte. 66" on his latest album this June and
as a single this Fall. He is planning on shooting a music video
along the old route financed by some of the cities mentioned in
the song. They have already raised most of it and had not yet
contacted anyone in San Bernardino when I called him. The plan is
to shoot the video in the cities that finance it, in essence
giving them national television exposure for around $5,000. As
San Bernardino is the anchor city in the song and has the Wigwam
motel and several other areas of interest on old Rte. 66, this is
an excellent project for us to get involved in. Discussions are
continuing with him on this and another project that arose from
an unrelated conversation in the course of two personal meetings.
Mr. Murphey currently produces two successful entertainment
events entitled "West Fest", with one in Utah and the other in
Colorado. He has toyed with the idea of doing one in So. Calif.
and I have convinced him that the Orange Show is the perfect
venue for it here in Calif. They will promote this event in
Central Calif., So. Nevada and Arizon~. This has tremendous
potential as it encompasses more than just a concert but has
cultural exhibits, art and cowboy poetry which lasts for 3 days.
He went to school at UCLA and used to live in Wrightwood in the
late '60's and is familiar with the area.
I just recently returned from a trip to Nashville, TN to view the
International Country Music Fan Fair. I had made a proposal to
the Country Music Association to produce a similar event on the
West coast and basing it here in San Bernardino.' They seemed
receptive and invited me to see how they do it. I had the
opportunity to see the inner-workings of this event which
attracts 23,000 people into their city for a week. The Nashville
Chamber of Commerce estimated the economic impact from this event
at, $7.1 million this year.
The event is held at the"Tennessee State Fairgrounds and is
stretched to its limits by the 23,000 attendees. The attendance
is not allowed to exceed that because of the facility
limitations. I did a presentation to the Fan Fair Committee which
is made up of members from the Country Music Association's Board
of Directors, representatives of Opryland theme park and the
Grand Ole Opry. I do not as yet have any conclusive decision one
way or another, but I understand that the Committee was favorably
impressed with the City and the Orange Show grounds as a possible
venue for such an event.
With the apparent return of the Miss Teen USA pageant, the CVB
will stay quite busy in July and well into the 1st quarter of the
next fiscal year. The CVB has been asked by the San Bernardino
Film & Special Events Corp. (the official host of the Miss Teen
USA pageant) to take an active role.
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4th Quarter
June, 1989
Page 5
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The CVB's first promotional video has been completed and already
been used for the Nashville presentation. The KCSB-TV management
and staff were most cooperative in helping to pull together this
video in a very short period of time and just working with
borrowed footage from RDA, the National Orange Show, Renaissance
Faire as well as their own footage. I would especially like to
thank Dean Gray, Earl Statler and the video tape editor, Bruce
Hill for all their patience and a job well done. I look forward
to working with the KCSB crew again when we update the video and
on other special projects. Their contributions are invaluable to
the professional & positive marketing image that the CVB is
trying ~o project.
The International Association of Convention & Visitors Bureaus
convention will be going on in Reno at the same time as the Miss
Teen event and the CVB, although still in its infancy stages, is
up for an award in the Tourism Promotion category. I am most
pleased that we have been able to already attract attention from
several professional organizations in a relatively short amount
of time. This will only serve to strengthen the execution of our
marketing plan for the next fiscal year.
Respectfully submitted,
;J~~I
s. Daniel Stark, Jr.
Executive Director
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THE ENGLlSII EMI'IItEco",,,,, 10 th" INLAND
EMPIRE DC SOUTI IERN CALIFORNIA
Come celebrate Spring in Ihe Sou lh wi Ih Ihe Quccn in our
beautiful new location, Glen Helen Regional Park near San
Bernardino,lluzzah!
FLY III Ihe FAillE on AMElUCAN AIRLINES
V AmeriCim hots new lower r"TeS on
~~." nil:hls from all lI.lY Arca Airports \0
Ontario Airport.. just 25 minull"s {rom the
'Pi\ire. Restrictions appl}', ('all American
Amerlc."Alrlino, al: 1(800) 433-7300.
SPECIAL RENAISSANCE LODGING
I'ACKAGE from Ihe J\IAItUKO /lOTEL
World Class Lu<ury ac(o- if: lV1AQUrO
modalions offering 1 &. 2 ,tp
nightpackagcsavailablewith '
special discounls on dining
&. enterlainmenl. For reserv.ltions. mil: 1(800) 472-3353
OTHER FINE ACCOMODATJONS are AVAILABLE
San lIern.udino hotels range from luxury to cronomy,
many wilh special Faire packages. Some arc as close as 10
minutes to Elizabethan England!
FOR FAillE ACCOMODATIONS INFORMATION
CillllhcS.ln UcrnardinoCol\\'cntilln &: Visitors Durcaua:
(714) 889-3980. For Renaissancc Pleasure Faire Tickets and
informalion,call: 1(800) S2-FA1RE. \
ft'~"1ItJW~~~~
i ~'ji;,P4Rdtr:te,
tvtd~t;rtld
~JIt7IL~~.
There's only one country in Europe
whrn' \~IU 1':111 tak,.:l Gran" Tour
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Soia" Mti, 14, t98t
smile. "We..... you aleep well."
TIle"""" ..... .hocolate .hlp, The milk
wu ",Id. At lIlat moment nolblng .ould ha..
pleued me "*" Ibln Ihls new bedtime 001I.
dllng. The CIIIlIlu goown comlortable In its
role of IIeme .w., from bome. Business traY.
elm..... to enjoy being apolled just II much
aalamllla wllb .hlld..n.
I bad an early mllbl the nell day and was
downstall1 by ll.m. TIle lobby waa q.leland
lresh wllb llowers. A young woman named
Ruth was In eharce of the desk. She handed me
my bill and said abe hoped my alay had been
pleasant.
"Would Jou Uke a cup of coffee before you
leave?" she i1Jked. "t made a pot when J came
on duly."
In a comer of the lobby was a sliver service
of colf~ and a sell!d.ion of tells. ^ tray held
portf'laln cups and !Ulut'erS. ^ basket uf sweet
rolls was nNrby.
"Thank~ "I said wlaUolly, "bul my I.xila
hert',"
"We hawe pl.ati. ..po on lh. sh.1l below,"
Ruth said. "You ran bave your coUee on the
way to the airport.. Take a Danilb. too. U's good
tor yoa," .
. skipped the paslry, Shll"e my pune held a
......1.11 dllp cookie 1.11 lrom the nlghl be-
fore. But tItf rich. black coffee perked me up IS
the .ky bright.ned o..r C.ndlestick Plrk.
Jlow do)'Oll tell someone your sister's age
lIlatahe'l been like a mother to you!
M""..II' 1r_1 will.. _In Lo
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UNUSUAL
n /;J CANARY ISLANDS
"'~ 6 NOVEMBER 18
~RD PR\~ Thanksgiving Cruise
MalaR,,-CasahL1nca.MMl8a-las ~
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CALL NOW :IP.
~
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)t1i~fS you all year ?ong
nde<. III
10 SaIl
reona.
woma..
lIer world
Judith Morgan
and lanc, .101.... """Id be lelllor two weeks
willie Ilndalged In rugged e.plorallon 01 the
1_. Islands belw... Ball and New C.in-
ea,
Some 01 the genllest pst.... of Irlendshlp
we.. lrom boIels thallalor died. the .I.UIIII of
Wit or fire: ne superb l>>ttoenicla near tbe sea
i. Beirut. the 1I.lnla in Copenhalftl. They h.d
('O$S('led me wlib kindness. I felt lheir loss as If
lMY Wtfe not .so-dislanl relatives.
As a writer who travets - or a traveler who
_nitS. I <<et post rards from hotels - cheery
updates wben a wilia: is addtd. . menu Is
chanced. or a larden Is eJpandf<<l. Such mall
always reminds 1M of birlb anoouftC'PfnC!Qls or
~ualion invitations. I wanllO send nowers.
....el. il i.~ to the Cli't in So," fo'"rafK'isco thai
m, t....ghts t.rn on Mother', Da, - and nul
jll.'ll ........ I WIS w.U........roned the.e In lhe
1-
Last ....Ih. lollowln, a moml.. ....lIn. al
I.ht Kmbai'adfro and an .fteraoon drive to
.lsillamlly In Soooms CWoI" )tombled Inlo
en at lbe curt. It WIS not yet 10 p.m. As I was
about 10 I.m off lite lamp. there was a knock
at IIle door. ' '
"Room service," sakt 'he soft toke.
I Ud ordered nothl... bulllooked through
... peepIloIe and unlatched the cIoor.
"CookIesand milk." said lbe w.ller wllb a
".1.,
,or ehI~
:all""-
""""'by
<DUd.
1d
lire.
IOShlfl1 at
sed by a
,ned a
hod and '
na._
"flit...
ark CUy,
honutil
...01
i1i11 kllld-
",,"li.
t di!lpllch
,nd Ill...
Go,""'''
lnd.t
II"'"
......
..-
:ore_
. The
I......
..iving World'
evolution tour
_ sa,., 'AII... _Is 1ft UIis room
.... _ II _ another, a greal
'amll, 01 IIle ... see ..... 01 the
nan, ways Ia wllleh 1.lmals .....
ear'" II lace ... dlallengo 0111.-
... 01 .....d..d.g. deloodlng \be...
lIIft1,-'<ating."
A IIllIItI-lIIlago video, "Reqolem
ior ... PIaael." ....ted especially
lor ... pa'llUon. will be shown 1ft the
..JoItIIC R. MarUu Perkins Memorl.
II T"Uon Tbealer,
A ,*go pari 01 the Ec:oIOIJ lIallla
__ to a ..uq... ,,"Inot.long,
.,....... 1.1.... Missouri OU,ka
Stream. I. U... tast.nowinc Wilen
... 1101I. amphllllans and ..pU.... In
I sIlIllow -.anion pool. ~.
slers will be able 10 gel lllelr ....nds
Wf'.1RlflMK'1I ~ III fbP iMff~
aqaalk' liff forms of Missouri. The
plvilioll will be open free 01 clLlrge~
,......-.
iSl! Lines
rlures on
)oVSSEY"
Custonls .(uerles
By All.. J. Rappoport .....
V_ ApIlI11 _ .1I11d ..... Many .1 ,." publl. buildings ....
_ 01 .hI' __ c.._ nnanced lhrough those earl, ",11ee.
_" II .. In....... ............. lions, Including our mllllary .nd
DoH 'ha' ....n .hal JOU coIIecl naval aeadcmies and the ell, of
...... tal owed b, U.I. rHkIen" Wasblnllon. CtlSloms menaes also
n........ Irom '"po .. .onIgn madcf possible the pu..hue 01 the
......_, IAulsl... and Oregon terrllori...
No, II doesn'l The Iftternal....... Florid. and Aluk., IS well u the
tll lIlal CUsloIIII colleds Is onl, a' bulldln. 01 the tr......tinental ran.
la.on COIIUlIOCIIII.. IUCh IS a!c:oholIe road and the IIrsI national highway,
bema.... toba... producta and per. I. mention only ..... 01 the prljeels
l.mes ...... .- 11111\1I cannot be lIlat brought .boul the .al ...t-
.lalmed .nder a -I..emptlon. wa'" Crowth 01 our ..tion. MooI 01
,....-.- Cus\OmS ....... collections "'.e al.
CUa'- pia,. no part at .11 In the wa,. been d.tles on Imported mer.
"collection or assessment 01 income thandlsc, however, not Inlernal revt--
lalfS. nue Illes.
ne Customs ServiCe and the I.... Q....llon. of .,........ Inl.,..1
Irmal Itnemle service are botII will be .n..... In IhI, column;
under the 1UI'Ibrella of the Treual'J .U....... wiD be ......r... Ind..,5-
Departmeal, however, and betWfell dU."'. Send ....Iton. 10 DI.lde'
a we eoIkctlhe vol majority of (be DlMelor .. Cu.tom..1IO Fronl SI.,
rt'Yflnae nI Ule U.S. governfnent. Suit. S.S-I, 811ft Diego, CA 12111-
Prior 10 1914 and the passa~ of lhe 0240.
hwome lax laws, Cusloms W.I the R.ppoporllt dlr.elor "Ihtt 8.11
sule coUeclorolthe bulk of lbal rey. OMlgO Cuelomt DI.lrlel.
FREE AIR
G:UlSE: ~ Of 5M ()IE:ro
SAN DlIGO 265-7303 CARl5IA0720-2053
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THE ENGLISH EMPIRE comes Ie, the INLAND
EMPIRE of SOUTHERN CALIFORNIA
Come celebrate Spring in lhe South wilh IheQueen inou.
beauliful new localion, Glen Helen Regional Park near San
llernardino, Huzzah!
AN EASY DRIVE from SAN D1EGOI
Take Interstate 1510 Interstale215Norlh. The Faireisjus'
10 minutes North of San UernanIino, The Heart of tm
Inland Empire.
SPECIAL RENAISSANCE LODGING
PACKAGE from the MARUKO HOTEL
World Class Luxury areo- coe MAQill~D
modalions offering I & 2 ~
night packages available with
spedal discounts on dining HOIll&CQNVtNlIONClNllR
& cnterlainmcnl. For reservalions, call: 1(800) 472-3353
OTHER ":NE ACCOMODATIONS .re AVAILABLE
San Ilcmardino holels range from luxury 10 economy
many with special Faire packages. Some arc as close as !(
minutes to Elizabethan England!
FOR FAIRE ACCOMODATIONS INFORMATION
Callthr. San Ilcrnardino Convenlion & Visitors Bureau a
(714) 8J9-.3980. For Renaissance Pleasure Faire Tickets anI
illfurmatiun, call: ](800) 52-FAillE.
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Fall 1989
Your yacht in the MeditemuleaIl:
Tl1til11f1fr T lIY1ly;nll'\ f" Vr>rv A (fnrr1(/hll'*
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SAN BERNARDINO COlllVElll'rION .. VISITORS BUREAU ,
19a9-90 MARKBTIlIIG PLAN
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KEY
MARKE'l'ING OBJECTIVES AND STRATEGIES
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OBJECTIVE
- To establish San Bernardino as a prime site to host
conventions, meetings and special events in Southern
California.
STRATEGY
- The people ingredient. The Convention & Visitors Bureau staff
is friendly, personable and attentive to requests for
information as well as aggressively following up on sales
leads.
- Develop professional collateral material as an aid in the total
sales effort.
- Develop creative and impactful ads for the industry trade
(association, convention & meeting planner, tour operator) and
consumer magazines & newspapers.
PLAN
- Utilize the tag line, "The Heart of California's Inland Empire"
in our advertising efforts wherever appropriate.
- Produce a constant flow of quality, creative press releases
which emphasizes San Bernardino's uniqueness.
- Aggressively work the SMERF (Social, Military, Ethnic,
Religious & Fraternal) segment of the convention & meetings
market, due to the size of the local facilities.
- Create special events that have a substantial economic impact
upon the community in general and the hospitality sector in
particular.
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OBJECTIVE
- To gain the reputation for being the best value in Southern
California.
STRATEGY
- Establish a strong perception of value with an emphasis on
quality as well as price.
- Develop a community attitude that San Bernardino has the
"Hospitality Personalityl"
PLAN
- Constantly seek improvement in San Bernardino's image as the
consummate host for conventions, meetings and special events.
This can be accomplished by working with the hotels/motels,
restaurants and other service businesses to increase their
awareness of our "Hospitality Personality" especially among
front line employees having substantial visitor contact.
- Work with the local hotel/motel association and the restaurants
to spotlight and honor an exemplary employee of the month. This
would be someone who has front line visitor contact and best
personifies friendly, efficient service. The Bureau would
publicize this in the local press.
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KEY ADVERTISING OBJECTIVES
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KEY ADVERTISING OBJECTIVES
- Create a positive image and awareness that San Bernardino is
"The Heart of california's Inland Empire" by virtue of its
reputation for hosting major events.
- Clearly communicate the difference between San Bernardino and
Riverside & Ontario:
- Exciting, interesting and cultural events such as
the Renaissance Pleasure Faire, Fan Fair West,
Fiesta San Bernardino and the Rte. 66 Rendezvous
concepts.
- Unique facilities such as the California Theatre
for the Performing Arts and the National Orange
Showgrounds.
- Create impactful and effective advertising messages:
- Stress that San Bernardino has a "Hospitality
Personality".
- Do co-promotions with attractions, hospitality and
travel related companies wherever possible.
- Provide the most effective advertising within the budget
constraints.
- Be attentive to changing market conditions that may indicate a
change in our marketing mix.
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TARGET MARKET
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TARGET MARKET
- Conventions, predominantly in the SMERF category (Social,
Military, Ethnic, Religious, & Fraternal).
- Groups through motor coach tour operators.
- The general public in California, Arizona and Nevada who would
be interested in visiting area attractions and special events.
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POSITIONING STATEMENT
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POSITIONING STATEMENT
San Bernardino is differentiated from Ontario and Riverside by
its hosting of major, successful special events in addition to
meetings & conventions.
San Bernardino has a "Hospitality Personality" which sets this
community apart because of the outwardly friendly employees in
the restaurants, hotels/motels and shops.
The San Bernardino Convention & Visitors Bureau is charged with
bringing primary dollars into the community through the
attraction of meetings & conventions as well as the marketing &
promotion of major special events that have the potential to draw
from a large regional area and create a substantial economic
impact to the area.
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MEDIA OBJECTIVES
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MEDIA OBJECTIVES
- To create immediate and long term awareness of San Bernardino
through an effective media mix.
- Target media for conventions, specifically meeting planners.
- Target media for groups, specific~lly tour operators.
- To address media weight to coincide with special events.
To maintain media flexibility as market factors dictate.
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MEDIA RATIONALE/STRATEGY
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MEDIA RATIONALE/STRATEGY
A media mix of print and radio will be utilized to satisfy the
stated objectives.
NEWSPAPERS
1. Newspapers offer mass reach within individual markets and are
an excellent source of audience for the travel minded target
market. Newspapers are traditionally well read by older
demographic groups. Even though newspapers provide a cross
section of the market, careful selection can provide the
largest percentage of the target market in print.
2. Newspapers have a local quality which is very important to the
advertising message. They'allow geographical targeting and
flexibility both regionally and locally.
3. Newspapers offer a sense of immediacy and are perceived as a
source of the most current information available. They also
offer catalogue value and longer shelf life through the
utilization of special travel and/or geographic sections.
4. Sunday editions of dailies will be utilized in our target
markets.
5. Regional papers are: Arizona Republic, Fresno Bee, Las Vegas
Review-Journal, Sacramento Bee, San Diego Union, and the San
Francisco Chronicle among others.
MAGAZINES
1. Magazines are very successful in reaching selected audiences.
There are large numbers of magazines available which target
specific age groups and special interest groups. There are
geographic editions of many publications which allow specific
area targeting with very little waste.
2. Magazines have a long shelf life. This results in increased
reach which helps extend the overall effectiveness of the
campaign.
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3. In order to target both special interest groups and general
travel consumers the following types of publications will be
used: meeting planner publications targeted to the California
market; travel publications which are targeted geographically
to the automobile and airline traveller.
RADIO
1. Radio will serve as a broadcast support for the print portion
of the special events advertising campaign. With print as the
primary medium, radio is used to bring sound and frequency
into the plan.
2. Radio will be utilized in regional markets and targeted
specifically to a particular format for the most effective
promotion of an event in conjunction with giving exposure to
San Bernardino accommodations.
3. In addition to running flights, whenever possible,
complimentary tickets for the events will be used for
additional promotion. Note: Many stations in large markets
will not usually do ticket promotions without also making a
token buy.
4. Radio becomes a method of reaching people in a specific
demographic category, dependent on format, and thus has added
impact.
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ADDENDUM
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SllR BI!IlMMmlH) cnM!NrlIIt & ".LliL".LUfI:j IIImAD
RlDGEl' FeR FISCAL YEAR 1989-90
Expense/Description
Salaries
Executive Director
Manager, O:nvention Sales (starts 1/1 /90)
Manager, Gralp Sales & Marketing
1\dmi.ni.strative Assistant
Receptionist/Secretary (starts 1/1/90)
SUbtotal
~oyee Benefits (incls. insurance & retirement - 30% of salary)
Executive Director
O:mventicn Sales Manager
Tour & Travel Sales Manager
l\dmin. Assistant
Receptionist/Secretary
Subtotal
General 1\dmi.ni.strative
Acownting Services
, Auto Allowance
COnferences
Dues & PublicatiOns
Insurance
Miscellamous Mninistrative and Operational Expenses
Office Equipoent (canp\lter & printerr furniture leases, etc.)
Office Rmt & utilities
Payroll Taxes
Office SUpplies
POstage
Telephone
Subtotal
Mlliteting and Pr<m)ticns
Advertising
Creative Design, Photography, Layout and Printing
Ehtertainnent
Exhibits/Trade Shows
Familiarization Ta1rs
Special Pratr:>tional Evmts
Travel
SUbtotal
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$ 52,000
20,500
28,000
22,880
8,320
$131 ,700
$ 15,600
6,150
8,400
6,864
2,496
$ 39,510
$ 2,950
4,800
8,000
8,000
3,400
3,500
11,500
24,000
12,140
3,500
8,000
14,000
$103,790
$ 38,000
50,000
5,000
5,000
5,000
5,000
17,000
$125,000
5400.000
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SIlN JBRIIlDDI) <DM!Mrll:B .. V.uil.UIIl:i lDEllD
HlDGElr FCR FISCAL 'mm 1989-90
Justification
STAFFING & SALl\RIES:
The need for this level of staffing is JOOst app;m;nt with the
Renaissance Pleasure Faire relocating to the area, the Miss Teen USA
pageant wanting to return this July, and the enooorag~ diSQ1Ssioos
with the Camtry Music Association for staging a Fan Fair \t:!st event in
March, 1990. All of this activity is in addition to the t:e.sic sales &
I1Brketing effort aimed at capturing JOOre cxnventioos and cxnferenoes for
san Bemard!no. '
Executive Director's salary is on the low end canpared to other Bureaus
in the area. In crldition, I:Bsed on executive salaries with similar
duties and respoosibilities in OOsinesses and other noo-profits in the '
area, the salary is on the low erld. Riverside's Executive Director is in
the low 50's; according to the Riverside Press-Enterprise, the Executive
Director \'bo just took a similar position in Looisville, KY, was paid
$107,000; the other cities such as san Diego, Anaheim, Lalg Beach, etc.,
canpe:nsate their Executive Directors/Presidents at a level bebieen
$80,000 and $115,000 per year plus perks and benefits. The new Chamber
Executive Vice President will eam a base of aramd $53,000 plus
perfonnanoe bonuses \'bieb could make the total "'-''P=''lSation reach up to
aramd $60,000.
The Cbnvention Sales Manager's salary is based on the Riverside Bureau's
similar position (Director of Sales). It is absolutely essential to
retain a quality person and hold on to tbam. The salary is canpetitive.
The Manager of GralP Sales & Marketing position is already on beam and
is based on the Riverside Bureau's similar position and is canpetitive.
The lldministrati ve Assistant is in the middle of the scale as OCXIp3red
to what the City pays a Senior Secretary. However, I am confident that
we can locate a qualified candidate.
Receptionist/Secretary handles teleprone ~ri.es and respoods to all
requests for infornation. Equal to $8/hr.
E1>lPIDYEE BENEFrrs:
All benefits are calculated at 30% of salary and is mid-range canpared
to other organizations and businesses which can reach as much as 45%.
Benefits include medical insurance, retirement for qualified full time
euplC!{ees thrrogh a SEP (Sinplified ~oyee Pension Plan) r vacation and
sick leave. ~llse of current Federal law C<XlOe.rIling benefits, all
euplC!{ees will receive the same benefits as a percentage of their t:e.se
salary .
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IIlDGEl' FCR FISCAL YEAR 1989-90
Justification (ccnt'd)
GENERAL 1ID>IINIS'mATIVE:
~ line itans in this category are preJicated on suwarting the efforts
of the Executive Director and a staff of fo.II'. Cbst adjustments have
also been included to take into ac:c:nmt rising service costs and the
start-up of a new office. '!he opening of an office at street level and
adjaoentto the Oonvaltion Center, City Hall and with ample parking has
'great advantages for the Bureau now and into the future. ~ office
space umer ccnsideratioo is appraxiJJately 1,500 sq. ft. and the cost is
1IDSt reasonable. Payroll taxes are calculated at .09% of gross salary.
MARKETING & PRCMJrIOOS:
~ advertising bJdget reflects a significant increase and will be
higher in years to CCIIE when not as much will be required to produce
printed collateral material. '
The initial costs ~rent in doing color separatioos and creative are a
one tine charge unless the oopy or photography IEeds to be radically
changed.
I project a minimal ent:ertaimlent l:uiget, however, I propose an
aggressive association trade show pt'eSence and will med to put together
an effective exhibit.
I plan on hosting association neeting planners to showcase San
Bernamino with several Fain trips. I also want to do ore for toor
OJ;erators.
Special praootiooal events will be utilized to publicize an event once
we have landed it and intrcXIuce it to the ccmnuni.ty.
The travel bOOget is fairly ccnservative given the fact that travel
costs are risinJ and three people will be traveling on business.
SMolARY:
'Ibis budget is justified by the fact that this is a similar anomt to
what our cc:mpetitioo is currently speIIding, if not less in sane areas.
Further, they have a 7'-1 0 year lead on us as far as collateral
deve10pnent and name recognition against o.II' target market. '!be urgency
to aggressively nDve fonm:d and not merely crawl is fairly evident in
light of the Renaissance Pleasure Faire, the proposed Coontry Music Fan
Fair and other laJ:ge special events the Bureau has either attracted or
been in the forefront of pratPtion. '!be success on the ocnvention side
will be minimal at best wit:hoot a professiooal sales staff on board
along with the proper office support and sales materials. All that has
been aooanplished to date is just a sample of what can be dore if the
Bureau is allC7<ied to IlICII7e ahead in a realistic fashion.