SALES PLAN

Transcription

1 SALES PLAN

2 Jim Luttjohann, Executive Director TBD, Sales Director Camilla Mandler, Sales Manager (East) Kim Harmon, Sales Manager (West) TBD, Sales Manager (Leisure and Small Meetings) Melanie Moore, Convention Services Rosalina Grace, Convention Services Shirley Spencer, Sales & Marketing Assistant 2

3 SALES OVERVIEW 3

4 OBJECTIVES Deploy comprehensive, integrated sales plan that targets group visitors to Santa Fe. Deploy comprehensive, integrated marketing plan and campaign to maximize Santa Fe as a meetings, tour and group destination. Target appropriate market segments for Community Convention Center meetings and events. (Citywides) Target appropriate market segments for city meetings, tours and events. Develop sales goals, based on key insights and true understanding of Santa Fe need periods. Increase and leverage partnership with Santa Fe tourism business partners to build a rich and visible destination awareness and experience. Execute sales plan with community collaboration and transparency. Monitor development, timeline and visitor experience surrounding Spaceport America to ensure that Santa Fe is a significant component of that travel experience. Leverage existing infrastructure in Arts, Outdoor Adventure and History/Culture to attract group visitors 4

5 SANTA FE CVB SALES ACCOMPLISHMENTS Paid Media Meeting Campaigns Experience Santa Fe on US Book for Good Meetings content in Travel Planner Increased Contacts 47.96% Tour & Travel Meeting & Event Planners Hosted 12 FAM attendees Three client events: Boston, Springfield and Miami 3 Sales Blitzes Washington DC Denver Minneapolis Tradeshows Attended IPW 2013 & 2014 Attended Destination Showcase Confirmed Leads: 41,065 room nights, +3% goal 601 meetings/events held 140,000 delegates/attendees $16,009,458 Economic Impact Delivered 381 leads: 82,913 RN & $7,888,813 EEI Received 64 RFPs targeting Citywides Delivered 81% new business leads Delivered 19% repeat business leads Maintained 45% repeat business room nights Achieved booking ratio 71% Lost opportunity ratio 29% Developed Industry Partner page on SantaFe.org Awarded Smart Meetings Magazine s, Platinum Choice Launched SantaFe.org Mobile Site Meetings/Events/Tour & Travel Public Relations Group Sales 4 sessions hosted Sales content added to Partner News CCC content added to Partner News Improved CCC catering agreements and created annual process for approval Updated CCC contracts and booking policies Launched CCC user survey As of December 31,

6 SANTA FE BYTHENUMBERS EOY 2013 Number of Hotel Rooms = 4,721 Lodger s Tax $8,100,000 Total Meeting Space CCC 48,590 sf Other 120,000 sf (indoor/outdoor) Average PPPT Spend $117 (includes day visitors) Budget Tradeshow, Blitzes & FAMS $100,000 Travel $21,156 Advertising $73,900 Website Visitors Meetings 3,000 Partner s Open Rate 28.18% Number 23,886 Earned Media Number of Press Visits 5 Print Association News 1,976,025 Impressions Digital SpongeCell Online Banners 5,200,000 Impressions Marketing Dedicated E-Blasts 348,646 Total Budget for Meetings $73,900 6

7 GOALS / INTERNAL Increase Sales Staff 2 FTE Update Territories Region vs. Markets Small Meetings/Group Leisure Clean Database Consistent Sales Pitch Prospect from Lost Business Reports Work with Marketing: Website - Increase meetings web traffic 10% (274) - Baseline 2,735 - Increase new visitors 10% (227) - Baseline 2,267 unique Online RFPs - Increase 20% (77)** - Baseline 64 Advertising - Launch new digital banner campaign Public Relations - Track and report earned media - Invite writers on FAMs - Baseline earned media value $42,172 *Unless *Unless otherwise noted otherwise stated, baselines, baselines established established by by date date range: range: 01/01/13-12/31/13 01/01/13-12/31/13 7

8 GOALS / METRICS OF EVALUATION Contacts - Increase Contacts 20% (456) - Baseline 2,279 Sales Calls - Increase Cold Calls 10% (2,200) - Baseline 2,180 Sales Missions/Blitzes - Increase at least 10% (4) - Baseline 3 Trade Shows - Attend 3 or more - No. Partners - Address segments identified - No. Qualified contacts for Fams Client Events - Host at least 8 events - Baseline 4 - Host at least 3 Fams - Baseline 3 - No. participants - No. new accounts - No partners - Partner $ Receptions - Host at least 1 event - Baseline 1 - No. participants - No. new accounts - No partners - Downtown - Cerrillos - Other - Partner $ - Downtown - Cerrillos - Other *Unless *Unless otherwise noted otherwise stated, baselines, baselines established established by by date date range: range: 01/01/13-12/31/13 01/01/13-12/31/13 8

9 GOALS / METRICS OF EVALUATION Leads - Increase leads generated 20% (458) - Baseline Increase leads converted 20% (208) - Baseline 173 Room Nights - Increase from leads 10% (146,448) - Baseline 133,134 - Increase converted 10% (4,100) - (41,065 Baseline) - Hotel Occupancy - Downtown: increase 2% (69.9%) - Cerrillos: increase 4% (57.4%) - Other: track and report (66.9%) CCC Occupancy - Segments: track and report (Establish Baseline) Delegates/Attendees - Segments: track and report (Establish Baseline) Lost Opportunities** - Segments: track and report - EEI: track and report Revenue - Track and report - EEI Leads - EEI Converted - CCC Facility Rental - CCC Commissions - CCC Waivers - Rebates - Lodgers Tax (FY Baseline $8,153,780) - RevPar - Downtown ($ Baseline) - Cerrillos ($43.78 Baseline) - Other ($71.04 Baseline) - Rate - Downtown ($ Baseline) - Cerrillos ($76.26 Baseline) - Other ($71.04 Baseline) *Unless noted otherwise, baselines established by date range: 01/01/13-12/31/13 **Prospecting will be done from lost business reports 9

10 Situation Analysis National Trends 1.5% growth in the number of meetings held is expected in 2014 (1).6% growth in attendance is anticipated (1) Regional meeting demand is expected to increase 2.3%. (1) Lead time is expected to decrease by 1.6% (1) Little or no exhibitor growth is expected (1,2) Social media provides a platform for peer review and word of mouth (2,9) Nearly two thirds of US internet users researched travel via digital channels in 2013, according to emarketer (3) (1) American Express Meetings & Events Forecast: 2014 (2) PCMA: Convene Meetings Market Survey: March 2014 (3) Destination Analysts, Inc. July 2013: State of the American Traveler Report 10

11 Situation Analysis Santa Fe/New Mexico Drive to destination (approximately 55% of past visitors drove) (1) Top reasons to visit: Scenic Beauty, Rest & Relaxation, Historic Sites, Cuisine, Authenticity (1) Word of mouth ranks as highest travel motivator (1) New Mexico as a state ranks 38th in U.S. tourism (2) Overall Santa Fe lodging ADR up ($ in 2013 vs. $ in 2012) (2) First Quarter 3% increase in occupancy (48.2% YTD February 2014/ 45.3% February 2013 (3) Lodgers Tax revenue down 1.31% FYTD (4) Seasonal adjustment for GSA per diem down ($88/night vs. $105) Santa Fe Airport Passenger Volume impacted by recent flight reductions by Great Lakes and United (8) Deplaning passengers at the Sunport continued to decline at about 8%, largely due to airline consolidation (9) Spaceport America is an emerging commodity to monitor for future partnership opportunities with NMTD IMBA designations and trail infrastructure offer leverage for new opportunities in adventure tourism Lowest occupancy early December, Highest occupancy early August (10) (1) 2010 SFCVB Phone & Conversion Study (2)Rocky Mountain Lodging Report: December 2013 (3) February 2014 Rocky Mountain Lodging Report (4) City of Santa Fe tax reporting, March 2014 (5) The Power of Travel Promotion: US Travel Association 2013 (6) New Mexico Tourism Department 2013: New Mexico Visitor Profile (7) The State of Tourism in New Mexico: A Review of Data 2013 (8) September 2013 New Mexico Tourism Department Monthly Report (9) 2013 Albuquerque CVB Marketing Plan (10) Smith Travel weekly overview,

12 Situation Analysis Santa Fe Community Convention Center 1,700 guest rooms within a five block radius (1) Close proximity to nature, fitness & adventure opportunities Cultural wealth in walking/short driving distance (museums, ancient civilizations) Culinary treasures, 100s of restaurants, 2 cooking schools Community Gallery and Public Art collections 25,763 square feet of indoor meeting space In floor electrical, internet and phone boxes Fully integrated AV in all meeting rooms LEED certified facility Green Meetings 1 hour from Albuquerque Sunport 20 minutes from Santa Fe Airport Onsite parking for 500 vehicles Over 200 art galleries nearby Column free ball room(s) Mountain View terraces Large courtyard Two blocks from Plaza Free Wifi (1) Drury Plaza Santa Fe will add 183 rooms upon opening in August

13 Competitive Analysis Local/CCC SFCCC Buffalo Thunder Sandia Resort ABQ CC Tamaya AV State of the Art State of the Art State of the Art State of the Art State of the Art Catering Options List of Approved Caterers Customized Menu Customized Menu Customized Menu Customized Menu Ceiling Mounted Projectors Yes Yes In Breakouts Y Yes Coat Room 1 Yes Yes As needed Yes Colum free ballroom 17,000 Yes 27,000 31,640 12,000 Complimentary Wi-Fi Yes Yes Yes Yes Yes Cultural / Art Connection Yes Yes Historical Photos Low Budget Yes Executive Board Room dedicated 2 Dedicated Exhibit Hall No No No 106,200 No Flexible Ballrooms 05-Jan 14-Feb Flexible Breakout Rooms Yes 6 Hardwired LAN Ports Cat 5 Cat 6 & Fiber Optic Cat 5 Cat 5 Wi-Fi In Floor Tech Panels Yes Power Only On the Wall On the Wall On the Wall In House AV Team No Yes, PSAV Yes Yes, Alliance AV Yes In House Catering Team No Hilton Banquet Menu Yes Savor Hyatt Kitchen Facilities (3) commercial kitchens none for hire none for hire none for hire none for hire LEEDS Qualification Yes Sustainable practices, but not LEEDs qualified None Sustainable practices, but not LEEDs qualified Sustainable practices, but not LEEDs qualified Loading Dock Yes Yes Yes Yes Yes Location Heart of Downtown Pojoaque Pueblo NE ABQ Heart of Downtown Santa Ana Pueblo Meeting Space 25,763 66,000 50, ,000 33,000 Onsite Recreation No Yes Yes No Yes Outdoor Space 11,000 30,000 Amphitheatre 4600 seats Patio for 250 people, post renovations 50,000 Parking 512 spaces underground 1000 spaces + Valet 1500 spaces + Valet 1500 convenience spaces Outdoor and Valet Prefunction Space 8,850 25,000 20,000 10,000 2,000+ Rate Structure Yes $1 / sq. foot No Yes, but not public Yes, but not public Rigging Points in the Ballroom Yes Yes Yes Yes Yes Show Offices 3 Yes Business Center 12 Business Center Water Fountains Yes, Un-Filtered (3) Fountains + Water Service Fountains + Water Service Yes, Filtered, (10) Water Service 13

14 Competitive Analysis Southwest Region Santa Fe Sedona Tucson (Includes Pima County) Scottsdale Colorado Springs Denver Population 80,000 10, , , , ,265 Marketing Budget $1.2M $1.2M N/A $4,997,626 $2,513,037 $17,750,000 Top Meetings Target Markets All New Mexico, Washington D.C., Denver, Colorado Springs, Chicago Santa Fe, Tucson, Los Angeles, Scottsdale, Santa Barbara Phoenix, Tucson, Santa Fe, Durango, San Antonio, San Diego Phoenix, Tucson, Santa Fe, Durango, San Antonio, San Diego N/A Phoenix, Dallas, Kansas City, Rocky Mountain Region Annual Occupancy % 59% 66% 57.20% 60.3% N/A 68.00% Total # of rooms 4,721 3,500 16,851 16,591 14,000 42,000 Annual Lodgers Tax Revenue $8,153, based on 7% combined taxes $1,847,423 *based on 3% accommodations tax $190M *based on 12.05% city bed tax, plus $2 per room per night surcharge $13,88,908 *based on 5% lodgers tax $4,000,000 *based on 2% lodgers tax $58,000,000 *based on 2.75% lodgers tax Convention Center Yes No Yes resort Yes Yes Convention Center Hotel(s) No No No Resort No Yes Sales Staff 7 including 2 vacancies 2 but expanding Airport Domestic, limited service No (Phoenix) Yes, International No, (Phoenix) Yes, limited service International, full service Season June - October March May September October November April January March June October April - October 14

15 Sales/Target Segments Association 60% SMERF 15% Tour/Travel, Leisure Group 8% Government 10% Corporate 7% Sales/Community Segments Community Events Concerts Art Shows City Government 15

16 Santa Fe Sales Cornerstones 16

17 SALES STRATEGY & TACTICS 17

18 Sales Components Sales Blitzes Media Sales Calls Book Trade Shows RFPs Client Events 18

19 Sales Strategy Overview Group and event organizers choose Santa Fe over other destinations as one of the world s most inspiring settings Strategies Position Santa Fe as a top tier, year round meetings destination to targeted segments in key markets Drive traffic to SantaFe.org (RFP) Build increased awareness of Santa Fe by leveraging pillars Maximize partner relationships in selling Tactics Deploy sales plan Deploy incentives via online advertising Prospect via sales calls, blitzes and hosted client events Attend trade shows Solicit RFPs Leverage partnerships Track performance of all activities Embrace social media (#santafemeetings) Develop segment specific/seasonal promotions 19

20 Sales / Event Schedule Trade Shows - IPW: International Tour & Travel, April ASAE: Expo, August 9-12, 2014 (Nashville) - HSMAI: Meet, September 3-4, 2014 (DC) FAMS - Southside FAM (TBD) - May 2014 (not held) - July 28-31, 2014, ConferenceDirect Rocky Mtn. (confirmed) CVB La Fonda Bishop s Lodge Sage Inn Hotel Santa Fe La Posada Inn & Spa at Loretto Hilton Drury Hotel Four Seasons Eldorado Hotel & Spa Marriott Courtyard Hotel - October 20-23, 2014 (not confirmed) CVB La Fonda Bishop s Lodge Sage Inn Hotel Santa Fe La Posada Inn & Spa & Loretto Hilton Drury Hotel Four Seasons Marriott Courtyard Hotel 20

21 Sales / Event Schedule Blitzes - Chicago, March 3 7, 2014 (not held) - Denver, April 14 18, 2014 (not held) - Washington DC, June 9 13, 2014 (date may change to coincide with HSMAI) CVB Bishop s Lodge La Posada Heritage Hotels Eldorado Hotel & Spa - Chicago, November 3 7, 2014 (date may change) CVB La Posada Heritage Hotels Hilton Santa Fe Eldorado Hotel & Spa - Washington DC, December 8 12, 2014 (Cancelled) - Other (Nashville to coincide with ASAE or Denver) 21

22 Sales / Website /Partners Industry Partners Page Objective Increase communication and availability of Santa Fe s brand to partners. Get partners more involved in sending the message of Santa Fe to group travel organizers. Strategies & Tactics Update Industry Partners page with latest newsletters Create image library for partners to use for their websites and newsletters Create ways to use Santa Fe s brand and announce in the Business Partners Newsletters Place sales plan and sales materials on site for partner use 2013 Results 1,058 Visits to Industry Partners Page Goal: Increase visits to Industry Partners Page by 10% Increase # of businesses participating in online campaigns/promotions by 25% DRAFT

23 Sales / Website Meeting Planner Objective Increase awareness of Santa Fe as a premier destination for Meeting Planners Strategies & Tactics Promote the Community Convention Center for its Green Meetings (food, nature, etc.) Make page content easier to navigate with lists or tables of information for meeting planners to print out and view quickly Add more enticing photos to the slideshow Increase Meeting Planner s Leverage business partners fan base to get more Meeting Planner exposure Leverage business partners services to follow in line with latest trends Goal Increase traffic to Meeting Planner page by 10% Increase online Request for Proposals by 20% DRAFT

24 SALES/ COLLATERAL Travel Planner Meeting Planner Kit CCC Materials Profile Sheets Website Exhibitor Handouts DRAFT 24

25 Working Together BE SEEN ADVERTISING Free Business Listing List Specials & Promotions List Events Buy Advertising on SantaFe.org BE IN THE KNOW CVB UPDATES Sign up for the Business Partner E Blast BE CONNECTED Social Media Linkedin Facebook Twitter YouTube Blog 25 25