City of Ketchum, Idaho

Transcription

1 City of Ketchum, Idaho P.O. Box 2315 Ketchum, ID (208) Fax: (208) April 2, 2014 Mayor Jonas and City Councilors City of Ketchum Ketchum, Idaho Mayor Jonas and City Councilors: Sun Valley Marketing Alliance Quarterly Presentation and Preliminary Budget Request. Introduction/History The Sun Valley Marketing Alliance was formed in June, The Contract calls for quarterly updates at meetings of the Ketchum and Sun Valley City Councils. Current Report The SVMA will be making a power point presentation with their update which will include a preliminary budget request for FY of $450,000. Financial Requirement/Impact A financial commitment of $450,000 was allocated towards this contract for services in the 2013/2014 Ketchum municipal budget. Recommendation There is no recommended action for the City Council: this item is informational at this time. Sincerely, Katie Carnduff Administrative Clerk

2 Q2 Update for the City of Ketchum

3 Sales Indicators LOT (Oct - Dec) Vacation Roost Sales Room Nights Sold

4 Ketchum Lot Inflation Adjusted to 2013 $ CPI Inflation Calculator - Bureau of Labor Statistics Oct-Dec Reported Change YOY Conversion* 2013 $ Change YOY 2010/11 $327, % 1.07 $350, % 2011/12 $341, % 1.04 $355, % 2012/13 $358, % 1.02 $366, % 2013/14 $370, % 1.00 $370, % *based on the value of $1.00 for that calendar (not fiscal) year, in 2013 $

5 Sun Valley LOT Inflation Adjusted to 2013 $ CPI Inflation Calculator - Bureau of Labor Statistics Oct - Dec Reported Change YOY Conversion* 2013 $ Change YOY 2010/11 $215, % 1.07 $230, % 2011/12 $211, % 1.04 $219, % 2012/13 $224, % 1.02 $228, % 2013/14 $231, % 1.00 $231, % *based on the value of $1.00 for that calendar (not fiscal) year, in 2013 $

6 Combined Ketchum/SV Lot Inflation Adjusted to 2013 $ CPI Inflation Calculator - Bureau of Labor Statistics Oct - Dec Reported Change YOY Conversion* 2013 $ Change YOY 2010/11 $543, % 1.07 $581, % 2011/12 $553, % 1.04 $575, % 2012/13 $583, % 1.02 $594, % 2013/14 $602, % 1.00 $602, % *based on the value of $1.00 for that calendar (not fiscal) year, in 2013 $

7 Accommodation Sales Results Total revenue generated through Vacation Roost: Up 104% year to date (Oct Mar) $205,734 versus $109,369

8 Room Nights Sold Oct 2013 Feb 2014 = 90,373 Occupancy ranged from 26% (Oct) to 54% (Feb) Feb 2013 room nights sold = +8% compared to Feb 2012

9 Engagement Indicators Website Visits Social Media

10 Website Visits YTD (Oct 1, 2013 to March 31, 2014): +51% 156,555 vs103,573 By Market: San Francisco +957% Los Angeles +136% Seattle +72% Boise -6% (no marketing campaign this year) Social Media all properties up 7-39% YTD

11 Internal Indicators and Activities PR Highlights Current and Upcoming Marketing Programs

12 PR Highlights Q2 Hosted writers from: Ski/Skiing, Aspen Magazine, Modern Luxury, SNOW Magazine, National Geographic Adventure, USA Today, Forbes, Gear Institute, Curbed Magazine Group, 7x7.com

13 PR Coverage Highlights Skiing, Outside, Alaska Airlines, Diablo, Paste, Mountain and Ski Magazines USA Today, Daily Bulletin UK, Bend Bulletin, Eugene Register, Huffington Post (x2), Rocket News 7x7.com, Curbed.com, jetsetter.com

14 Current and Upcoming Activities Winter 2013/14 Campaign (Seattle, LA, SF) wraps at the end of March Nordic campaign complete end of January Summer 2014 Campaign funded through Air Service Board. In market May through September Regional Events Campaign Development of visitor volume model complete maintenance and updating on-going Stakeholder outreach continuing Membership drive on-going

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17 2014/15 Request for Funding April 7, 2014

18 Situation: Early indicators for 2013/14 are positive: Strong increases in website visits Increased LOT collections Increase in room nights sold Increase in seat capacity and enplanements into Sun Valley Reduced budget for 2013/14 required utilization of reserve funds which have now been depleted

19 Opportunities for 2014/15 Accessing new markets as a result of new nonstop air service with funds from the dedicated 1% tax Returning to the regional market with core funding Enhancing niche campaigns with core funding Adding a regional event campaign. More dollars in the external marketplace 100% of new 1% funds will be put into external marketing

20 Budget Highlights and Priorities 1. Continue to build overall awareness and visitation for Sun Valley, particularly in the winter 2. Promote the summer/shoulder seasons to a broad audience within our key target markets 3. Increase enplanements from contracted markets 4. Increase niche marketing programs Nordic, mountain biking, events 5. Increase visitation to through social media, paid and earned media efforts 6. Include the regional/ drive market in marketing effots

21 Other Activities: Manage and operate the Visitor Center Facilitate the annual Ride Sun Valley mountain bike festival Continue to Increase communication with stakeholders and members

22 Proposed Budget: City of Ketchum - $450,000 City of Sun Valley - $350,000 Idaho Travel Council - $225,000 Membership Dues - $90,000 Miscellaneous - $10,000 Total: million

23 Thank you for your continued support Questions?

24 Visit Sun Valley 2013/2104 Performance Tracking Measure Actuals@ Target for Target increase (% or pts) Actuals YTD Progress towards target Source of Measurement 1. Sales Indicators Local Option Tax - SV/Ketchum 2,978,563 3,022,900 3,083, % 602,176 YTD+3% City Data Add'l 1% LOT Skier Visits Winter Occupancy - Dec 15 to Mar 31st Summer Occupancy - June 7 to Sept 19th Total Enplanements Estimated # of Visitors N/A N/A 1,011,000 N/A City Data 382, , ,000 4% SVR - target to reflect SVR goals N/A 56% 58% + 1 point Member Hotels 66% 62% 65% +3 points Member Hotels 49,100 51,392 Freidman Memorial Airpor N/A 308,400 Various - compiled by VSV 2. Brand Engagement Facebook Fans 39,500 51,750 60,000 16% 55,300 YTD +7% Internal Twitter Followers ,600 4,500 25% 5,000 YTD +39% Internal Instagram ,300 33% 1,200 YTD + 22% Internal Website Visits 185, , ,000 8% 156,555 YTD + 51% Google Analytics 3. Brand Awareness Share of Mind - California Skiers Share of Mind - Washington Skiers 1% N/A Survey Sampling International 9% N/A As above 4. Internal Membership % % of target Internal