Farmers Insurance Open pres - San Diego Tourism Marketing

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FEBRUARY 4-8, 2015
SDTMD FY2015 FUNDING APPLICATION
SCORECARD
•
•
•
•
•
•
•
•
•
•
107,962
40%
30 MILLION+
20.5 HOURS
140
350 MILLION
$25 MILLION*
28,325*
$208,350
20:1
ATTENDEES
OUT OF MARKET
TV VIEWERS
LIVE TV COVERAGE
COUNTRIES
HHs GLOBALLY
ECONOMIC IMPACT
ROOM NIGHTS
PROPOSED TMD SUPPORT
ROI
*Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne
School of Hospitality & Tourism Management
ROOM NIGHTS
CATEGORY
ROOM
NIGHTS
ADR
19,853
$136.84
Sponsors
60
$136.84
PROM Catering
310
$136.84
T&B Vendor
237
$136.84
Classic Vendor
635
$136.84
4,725
$136.84
PGA TOUR staff & support
195
$136.84
Manufacturers
233
$136.84
Operations staff & support
70
$136.84
EES Security
15
$136.84
Professional Caddies
265
$136.84
Media
143
$136.84
Players
1,584
$136.84
Spectators
Farmers Insurance
TOTAL
28,325
*28,325
TOTAL ROOM NIGHTS
X
$136.84
ADR
$3,875,993
TOTAL HOTEL REVENUE
*Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne
School of Hospitality & Tourism Management
OUR AUDIENCE
•
47% FIRST-TIME ATTENDEES
•
74% MALE
•
84% AGE35+
•
76% COLLEGE GRADUATE+
•
78% HHI $75,000+
MARKETING OBJECTIVES
•
•
•
Position the Farmers Insurance Open as San Diego’s premier event in the first quarter.
Whether for leisure, social, or business – See You At Torrey!
Build connection with our audience - San Diego, Torrey Pines, Pacific Ocean & weather
aligned with aspirational images and brands which connect to our San Diego lifestyle.
PROPOSED SCOPE OF WORK
A1.4 GROUP MEETING DIRECT MARKETING
• Partner with Balboa Travel to reach and serve groups and meetings
• Campaign messaging will present turn-key opportunity
• Key markets aspirational travel:
• Las Vegas, San Francisco, Sacramento, Salt Lake City, Portland, Seattle,
and Vancouver (Complementing SDTA “Happiness Is Calling markets).
• Placement concentration on digital
• Key meeting organizations
• Geo-marketing
◦ Meeting Professionals International (MPI)
◦ Professional Convention Management Association (PCMA)
◦ The Center for Association Leadership (ASAE)
PROPOSED SCOPE OF WORK
A1.5
CONSUMER DIRECTOR SALES & MARKETING PROGRAMS
• PGA TOUR, San Diego, Torrey Pines aspirational travel early February
• Leisure travel after the holidays
• Business travel impact the 1st quarter
• Partner with Balboa Travel to create 1-5 day custom experiences including:
• Hospitality, tickets, accommodations, attractions, wine tours, beer tours, spas and golf
• Key markets:
• Las Vegas, San Francisco, Sacramento, Salt Lake City, Portland, Seattle, and Vancouver
• Potential to co-op with SDTA “Come to San Diego & enjoy the Farmers Insurance Open”
• Placement concentration on digital
• Geo-marketing:
◦ Pgatour.com banner ads and homepage take-overs
◦ Golf Now banner ads
◦ Golf Digest.com Courses & Travel
◦ City Business Journals
FY2015 BUDGET
A1.4 Total = $170,100
Advertising
Advertising Agency Fees
Personal Salaries & Wages
Promotional Items
$150,000
$10,000
$2,500
$7,600
A1.5 Total = $38,250
Advertising
Advertising Agency Fees
Personal Salaries & Wages
$35,000
$2,500
$750
Total = $208,350
TMD ROI
•
PROPOSED TMD SUPPORT
$208,350
•
ESTIMATE ROOM NIGHTS GENERATED
30,825
•
HISTORICAL ADR
$136.84
•
TOTAL ESTIMATED ROOM NIGHT REVENUE $4.2 MILLION
•
TMD ROI
20:1
THANK YOU
See You at Torrey!
FEBRUARY 4-8, 2015
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