FY 2012- 2013 Year End Report Solvang Conference & Visitors Bureau 7/28/14 Tracy Farhad, Executive Director Brenda K. Ball, Director of Digital Media Tiffany Valdez, Sales & Special Events Manager Year-End Report FY 2013-2014 Solvang Conference & Visitor Bureau 1
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FY 2012- 2013 Year End Report
Solvang Conference & Visitors Bureau
7/28/14
Tracy Farhad, Executive Director
Brenda K. Ball, Director of Digital Media
Tiffany Valdez, Sales & Special Events Manager
Year-End Report
FY 2013-2014
Solvang Conference & Visitor Bureau
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FY 2012- 2013 Year End Report
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To Boost Solvang’s Economy Through Tourism• Promoting Solvang Worldwide as a premier destination
OBJECTIVE
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Sales Tax & TOT55%
Other
45%
Sales Tax & TOT
Other
* 2012 SCVB Visitor Profile Study
Overall tourism Indicator Number
Total Number of Visitors 1,501,573
Total Annual Visitor Spending $98,239,000
Visitor Hotel Tax Revenue (TOT) to
Solvang
$2,672,700
Visitor Sales Tax Revenue to Solvang $579,790
Solvang Jobs Supported by Tourism 948
The SCVB Influences Results
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FY 2012- 2013 Year End Report
July 2013 – June 2014
91,707 Walk-in Visitors
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VISITOR CENTERDean Klitgaard, Manager
AMBASSADORS: Steve Lackie
Sandy McFadden
Jennifer Johnson
Doug Spradling
Kristy Parra
Keni Miller
Visitor Information Center
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80,000 printed
Plus 80,000 maps
overprint
Publications
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In – House Digital Media
Planning, Developing and Measuring Results
VENUES
Website – SolvangUSA.com
Social Media Marketing
Facebook
Twitter
Google+
Instagram
Pinterest
Mass Email Marketing
Facebook Advertising
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Web
July 2013 – June 2014
• 373,798 unique website visitors
• 2nd most visited tourism website in Santa Ynez Valley
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Local B2B Updates
Quarterly Visit Solvang
Bulletin
Now Monthly B2B updates
Tourism: Sent to
40,480+ Monthly
Cultural Enrichment
Calendar & E-News
4.3% increase
28 % open rate
11% click thru rate
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Email Marketing
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Measurements
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FY 2012- 2013 Year End Report
Mobile Numbers
103,389 people (unique users)
viewed SolvangUSA.com on
mobile phone or a tablet device
27% of our website visitors used a
cell phone or a tablet
Tablet vs desktop usage increased
by 28% YOY
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FREE
Submit
Your
Event
Online
Calendar of Events
July 2013 – June 2014
2,021,757 Visits SolvangUSA.com Calendar
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FY 2012- 2013 Year End Report
Facebook
16,135 likes, 11,547,016 engagement
Facebook.com/SolvangVisitorCenter
Facebook.com/Solvang.Calif
Google +
67,755 views
Twitter
2,053 Twitter followers,
502,835 mention reach
@solvangusa, @danishvillage,
@solvangmeetings
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Social Media Marketing
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Print Total Circulation: 3,590.000
Print & Digital Advertising
DigitalTotal Impressions: 5,840,856
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Julefest & Taste of Solvang
JulefestDecember 1 – 31Dec. 5 –Julefest Tree LightingDec. 6 – Julefest ParadeDec. 11- 12 – Holiday Wine WalkPlus coordinating with Parks & Rec for family friendly activities
Taste of SolvangMarch 18 – 22, 2015Sweets & Swing, Grand Tasting, Wine Walk & Farm to Fork Dinner
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Local/domestic
• 23 Press Releases distributed
• 38 Media Visits hosted
• 163 Press Kits distributed
• 395 Journalist assists
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Public Relations
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Content Author: Laura KathAdmin, Design and Layout: Brenda K. Ball
Themes• Arts & Culture• Culinary & Wine• Outdoors Recreation • Family Travel• Luxury
BLOG • 111,430 views• 1,016 clicks
Public Relations - Blog
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PLUS: China Travel Channel & WOOFAIL Irish TV Series
“Painting the Town
with Eric Dowdle”
New Solvang painting
• Premiering 30 min. show
during Danish Days
• Locales
• Solvang
• Plymouth
• Cancun
• And More
Filming
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Radio
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Travel Brigade
Peter Greenberg Radio, CBS News Travel Editor
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Conference Development
MPISSC Board Retreat (Meeting Planner International Southern California Chapter)