HomeMy WebLinkAboutF-9a - Conference and Visitor's Bureau Annual ReportCITY COUNCIL
Agenda Item No. F' A
CITY OF NEWPORT BEACH
OFFICE OF THE CITY MANAGER
September 23, 1991
TO: MAYOR AND CITY COUNCIL
FROM: City Manager
BY THE CITY COUNCIL
CITY OF NEWPORT BEACH
SUBJECT: CONFERENCE & VISITOR'S BUREAU ANNUAL REPORT
C - 2e .�Y
The amended agreement between the City and the Newport
Beach Conference & Visitor's Bureau requires among other things an
annual report. This report shall:
1. Evaluate the services and programs offered by Bureau
during the preceding fiscal year.
2. State the extent to which Bureau has achieved its goals
and objectives, with emphasis on increases or decreases in occupancy
rates during the preceding fiscal year as compared with prior years and
the extent to which any increases in room occupancy rates can be
attributed to programs or activities of Bureau.
3. State the amount and nature of expenditures during
the preceding fiscal year.
Finally,
August 31st of each
information that i
agencies. This is
information, but ca
evening agenda or
further explanation.
RLW:kf
Attachment
the report shall be submitted to the City on or about
year. Attached is a copy of said report and contains
s responsive to the agreement between the two
being placed on the consent calendar for Council
n be explained in greater detail either during the
at a future Study Session if the Council desires
1ROBERT L. WYNN
Of)
r:
LC f. � r . _�. .
August 30, 1991
Members, City Council
CITY OF NEWPORT BEACH
3300 Newport Blvd.
Newport Beach, CA. 92659-1768
Dear Council Members:
On behalf of the Newport Beach Conference and Visitors Bureau, it is our pleasure to
forward to you our Annual Report for Fiscal Year 1990-1991.
The past year has been challenging particularly with a softening economy and the Middle
East Crisis; not unlike other areas of our State or the Country, Newport Beach has felt the
impact of smaller groups meetings, fewer corporate travelers on the road and a significant
decrease in leisure travelers. However, we remain optimistic about both the year and the
future that is in store for Newport Beach. Our professional staff and the committed Board
volunteers have provided our Bureau with the leadership it has needed during these
economically difficult times, and clearly the Bureau is needed today more than ever to
market our community.
It has been said that, "The people who get on in this world are the people who get up and
look for the circumstances they want, and if they can't find them, make them." (George
Bernard Shaw) So it is with the Bureau; we have made the circumstances, over these past
two years by building a professional organization and program that merits our attention and
reflects confidence.
We are pleased to provide you with this information and welcome your comments or
questions. We also wish to thank you for your continued interest in our programs which
serve to build a stronger Newport Beach.
Sin lerely,
Tom Limberg,ai man
Board of Directors;
General Manager, Newport Beach
Marriott Hotel and Tennis Club
NEWPORT BEACH CONFERENCE & VISITORS BUREAU
366 San Miguel, Suite 200, Newport Beach, California 92660, (714) 644-1190 1 -800 -94 -COAST FAX: (714) 644-1180
Letter of Transmittal
Table of Contents
Board of Directors
PROGRAM REPORTS
TABLE OF CONTENTS
..................................................................................................1
Mission Statement . .
............................................................ 2
..................................................................3
....................................................................................5
Salesand Marketing............................................................................................6
MeetingsMarket.......................................................................................6
LeisureMarket..........................................................................................10
NationalRecognition................................................................................12
MembershipMarketing........................................................................................13
Community Relations..........................................................................................14
Organizational Management...............................................................................15
Financial Management............................................................................15
PersonnelManagement...........................................................................i6
Volunteer Management...........................................................................17
Summary................................................................................................................18
APPENDIX
(1) Composite Hotel Occupancy Rates/Average Daily. Rates
(2) Budget Summary/Financial Statements FY90/91
(3) Convention Calendar
(4) Monthly Convention Bookings by the Bureau
(5) Ad Slick
(6) Media Stories (samples)
(7) Convention Services Guide
(8) Fact Sheet
(9) Visitor Information
(10) Things to See and Do In Newport Beach
(11) Member Messages (sample)
(12) Seminar Announcement
(13) Newsletter Summer 1990 (sample)
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
BOARD OF DIRECTORS
Fiscal Year 1990-1991
The following served as members of the Board of Directors during the past fiscal year.
Chairman
Tom Limberg, General Manager, Newport Beach Marriott Hotel
Vice Chairman
Jim Dale, Owner, Villa Nova Restaurant
Secretary
Jackie Manion, Owner, Newport Travel Concepts
Chief Financial Officer
Hal Schultz, Managing Partner, Coopers & Lybrand
Board Members
Herrick Hanson, Owner, Little -Inn -On -The -Bay
Brion Amendt, General Manager, Newport Channel Inn
Richard Luehrs, President, Newport Harbor Area Chamber of Commerce
Louise Wright, Sales Representative, American Airlines
Barbara Sloate, Owner, Whirl -A -Round Tours
Klaus Goedecke, District Manager, AAA of Southern California
Bob Black, President, Catalina Passenger Service
Bill Hamilton, Owner, The Cannery Restaurant
Jackie Heather, Former Mayor, City of Newport Beach
Mike Stanko, General Manager, Balboa Bay Club
Tom Gurtner, General Manager, Four Seasons Hotel
Pat Engfer, General Manager, Hyatt Newporter Hotel
Serge Denis, General Manager, Le Meridien Hotel
Margo Repta, General Manager, Marriott Suites Newport Beach
Jack Webber, General Manager, Sheraton Newport Beach
PROGRAM REPORTS
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
MISSION STATEMENT
The mission of the Newport Beach Conference and Visitors Bureau shall be to gain and
retain clients, through the solicitation of conferences and other related group business; and
to engage in visitor promotions, which generate overnight stays for the community,
promoting lodging, food and beverage, attractions and other visitor related businesses and
services, thereby enhancing and developing the economic fabric of our community.
This Bureau's mission shall be accomplished through the following general program
objectives:
1. To develop a comprehensive sales and marketing program that utilizes a variety
of strategies to reach carefully identified and selected target market segments;
2. To develop a program that integrates the diverse and unique elements of the
Newport Beach area into a comprehensive and consistent image campaign;
3. To provide an array of member services to meeting and tour planners that
supplement and support their interests in the Newport Beach area and draws on the
resources of the Bureau's membership and the community;
4. And to provide leadership to the industry and to the community on behalf of the
hospitality and travel industries, urging coordinated and cooperative programs,
keeping community leaders informed of trends and programs, generating interest and
participation among the Bureau's membership.
NOTE: The Bureau produced in January 1990 a comprehensive Marketing Plan to cover the period 1989-1992.
On March 14, 1991, a revised Marketing Plan for the years 1991-1993 was developed and approved by the
Bureau's Board of Directors. In that plan, specific marketing goals, programs and strategies are outlined
including those programs which are subject to availability of resources.
PROGRAM REPORT: SALES AND MARKETING
The Newport Beach Conference and Visitors Bureau is primarily a sales and marketing
organization, representing the destination of Newport Beach, California.
Sales and Marketing activities are divided, for this Bureau, into the meetings and leisure
markets.
Sales and Marketing: Meeting Markets
Overall Program. The activities in this arena are focused on group business that might come
to Newport Beach for its meeting (regardless of size). Staffing of the Bureau has been
divided among the many group markets to include medical meetings, incentive groups,
insurance meetings, national/international associations, state and local associations, the
SMERF markets (social, military, educational, religious and fraternal) and corporate
meetings. During the period February 1990 -December 1990, the programs for the sales and
marketing area were redeveloped including the addition of staff (from one sales person to
a team of four), installation of an automated sales system and the addition of a database
retrieval/research system. Each of these programs were designed to provide support to the
sales team, the results of which are reflected in this year's performance data.
Program Results. On the next few pages, sales and marketing performance for the past fiscal
are compared to the previous fiscal year. Though the generation of Sales Leads was off -
3.2%, comparing this fiscal to the previous fiscal, the quali of the sales leads increased
dramatically (as was requested by the Marketing Committee), reflecting a 34% increase in
delegates (FY89/90 to 90/91), a 59% increase in room -nights and a 313% increase in the
potential economic impact of those business prospects (see page 7). Convention Bookings,
on the other hand, increased 45% FY89/90 to FY90/91, with an 80% increase in delegates,
a 163% increase in room -nights and a 107% increase in the economic impact such business
would have on Newport Beach (see page 8). Baseline data continues to be developed for
measuring group sales performance.
Bureau sales and marketing activities in the meetings market suggests that Newport Beach
is well received among meeting planners and association executives. Softening of the
economy beginning in late 1990 was evident in timelines for planning of meetings.
Corporate meetings appear to be last minute decisions with 30-45 days notice; association
meetings tend to maintain their planning perspective though timelines appeared shorter
particularly for local, state and regional associations. The size of meetings also decreased
during the latter part of 1990 and the first part of 1991.
56 site inspections were held during fiscal 1990-1991(86% increase over FY89/90) plus two
major familiarization tours during Spring 1991; two additional fam tours are planned for the
first part of FY91/92.
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Eight (8) trade shows were also attended during fiscal 1990-1991, to profile Newport Beach
and to make contact with potential clients. Those trade shows included: Meeting Planners
International (Annual Meeting); California Federation of Association Executives; Incentive
Travel and Meeting Exposition; San Francisco Society of Association Executives;
Sacramento Society of Association Executives; Professional Convention Management
Association; Destination Showcase; and the Metropolitan Los Angeles Association
Executives.
Industry -Wide Indicators. Based on data provided by Newport Beach hotels, it was
estimated that more than 3,014 meetings were held in the community during calendar year
1990, involving nearly 150,000 delegates. Though this was a 13% increase in the number
of meetings over calendar year 1989, it represented a 26% decrease in delegates. The
average overall size of groups meeting during 1990 was 52 delegates, down 32% from the
average of 76 during calendar year 1989. Such general indicators affirm the softening of the
economy during 1990 (see appendix for composite occupancy/rate information).
Annually, the Conference and Visitors Bureau, in cooperation with the area hotels, prepares
a Convention Calendar which lists the major groups meeting in Newport Beach; listings of
the Bureau's bookings per month are enclosed (see appendix).
In evaluating the effectiveness of the Bureau and its sales and marketing activities, based
strictly on the group sales efforts, for every transient occupancy dollar provided to the
Bureau during fiscal 1990-1991, the Bureau's groups sales efforts generated a potential $47
dollar return (see page 9). This means the City of Newport Beach would also receive a
potential $3.76 (8% of $47) on each new dollar generated. This ratio (sales efforts divided
by transient occupany tax received by Bureau) increased from 12:1 in fiscal year 1989-1990,
an indication of the positive contribution a qualified sales team with a program focus can
make for the hospitality industry in Newport Beach.
Sales and Marketing: Leisure Markets
Leisure/visitor marketing usually involves several potential audiences including group tour
operators, international operators, travel writers, travel agents and leisure travelers.
Marketing emphasis for the Bureau this past fiscal year was primarily in the meetings
market; however, the Bureau did undertake to initiate some relationships with domestic and
international group tour operators, travel writers and travel agents while responding to
inquiries from leisure visitors. Such programs included:
* Responded to 2,523 visitor inquiries plus handling of numerous other telephone
calls about other things to see and do in the Newport Beach area (also processed
2700 inquiries from a Spring 1990 ad in Travel and Leisure magazine).
* Participated in a cooperative advertising program with Disneyland (see appendix
for sample ad); ad appeared in their vacation fulfillment brochure (70,000 copies)
which was distributed to those who responded to their Spring 91 advertising
campaign.
* Visited with the Japan Travel Bureau regarding group visits to Newport Beach; and
hosted, in cooperation with The Cannery Restaurant, 15 members of the JTB Study
Tour on a luncheon/harbor cruise. Worked with the Japan Travel Bureau to assist
them with identifying sites for inclusion on tours, including making arrangement for
JTB to work with Hoag Hospital on a forthcoming medical tour.
* Hosted Go Voyages from Paris, France, who wished to tour rental units on the
Peninsula for possible inclusion in their family vacation package brochure for the
92/93 season, as well as Riviera Rover Corporation regarding tour packages with our
Sister City Antibes, France.
* Participated in an attractions map of Southern California sponsored through
Destination Southern California (70,000 copies) which was distributed to travel
agents and tour operators. 42 travel agents made inquiries about Newport Beach as
a vacation venue.
* Worked with 15 other domestic and international tour operators to provide
information on Newport Beach including: Valen Transportation (Anaheim), Golden
Gate Tours (Concord, CA.), National Association of Senior Travel Planners (MA.),
Gadabout Tours (Palm Springs, CA.), Tokyo Tourist Corporation (Japan), Group
Travel Directors (Minneapolis, MN.), Crossroads Travel (Joplin, MO.), Around and
About Tours (El Paso, TX.), American Ring Travel (Valencia, CA.), Centennial
Tours (Fort Collins, CO.), Prime Tours (Japan), Jetset Tours (El Segunda, CA.
office), Nippon Travel Agency (Los Angeles office), California Tour Consultants (San
Francisco, CA.), and Global Support Services/Travel (Lanham, MD.).
* Hosted a familiarization tour for travel writers during the 1990 Christmas Light
Parade; three freelance travel writers accepted the invitation and participated in the
tour, of which two produced articles on Newport Beach subsequent to their tour (see
enclosures). Media coverage and contacts included: Desert Sun (Palm Springs), New
York Times, Stockton Record, Rancho Magazine, Successful Meetings, Corporate &
Incentive travel, Look America (Japanese), Come to America (Japanese), Reisen
Holiday (German), Valley Magazine, Travelage-West, Orange County Business
Journal, Meetings and Convention Magazine, Travel Host Magazine, and Meeting
News.
* Brought into the Bureau, from InterCommunicationsInc of Newport Beach (the
Bureau's advertising agency of record), the media relations program including
updating of the Media Kit (see "Fact Sheet" in appendix) produced in 1990, securing
new slides for distribution and computerization of updated media lists and media
contacts.
* Developed copy for a "Visitors Guide" (see appendix) on Bureau members and
Newport Beach; developed a list of "Things to See and Do in Newport Beach" (see
appendix) for brochure development; and designed a series of mini -brochures that
will assist visitors, the initial brochure titled "Yacht Charters". Subsequent brochures
to be developed during fiscal 1991/92 include 'Destination Management/Event
Planners" and others.
Bureau Receives National Reco nition
During the past fiscal year, the Bureau received two national awards for its image and
marketing campaign.
In July 1990, the Bureau received an Idea Fair Award in Tourism from the International
Association of Convention and Visitor Bureaus (IACVB); this award of excellence
recognized the advertizing and media programs developed by the Bureau targeting leisure
travelers. The IACVB represents 350 bureaus from 25 countries.
The second award was received in December 1990. The American Society of Association
Executives (ASAE) presented the Bureau with a Gold Circle Award, for outstanding image
and logo development. ASAE is the largest association for association executives and has
more than 20,000 members.
PROGRAM REPORT: MEMBERSHIP MARKETING
Convention bureaus are by nature membership associations. Though bureaus nationally
receive a majority of their funding through transient hotel occupancy revenues, bureaus do
have a variety of other potential financial revenue sources, membership investments being
one of the most critical.
Bureau members are "partners" in the marketing of the destination; they are a fundamental
part of the image that is developed and projected which draws attention to the destination
as a viable meetings or leisure venue. Without their participation, both through actual
membership investments (dues) as well as inkind support for programs, the effectiveness of
the Bureau would be greatly reduced.
During fiscal year 1990/91, the Bureau saw a net increase of 34 new members ending the
fiscal year with 178 members; this represents a 19% increase in memberships. The Bureau
lost 21 members during the fiscal year primarily victims of the softened economy; however,
even under such circumstances, it was affirming to see new members interested in joining
the Bureau's marketing partnership.
Membership activities included:
* Publication of the Bureau's third newsletter "NB Style" in Summer 1990.
* Hosting of quarterly membership receptions;
* Inauguration of a monthly newsletter called "Member Messages" to share with the
membership program updates as well as news about Bureau members (see appendix).
* Quarterly new member breakfasts (to share with the membership, programs the
Bureau is engaged in; and to introduce the members to the Bureau's volunteer
leadership).
* Monthly distribution, to the membership, of a list of convention bookings.
As a result of the departure of the Bureau's Membership Manager (July 1991), the
membership program will be involving the Bureau's Board of Directors in calling on
memberships up for renewal and/or delinquent. Hiring of a staff replacement is anticipated
for Fall 1991. The membership program will also be automated during the transition.
The Bureau launched an educational seminar series beginning in May 17 (Team Building
for Tough Times) and August 15 (Working with Japanese Travel Professionals); additional
seminars are planned for the current fiscal (see appendix for seminar announcements).
PROGRAM REPORT: COMMUNICATIONS MARKETING
Communications marketing is an essential part of the Bureau's total marketing program.
It is the dynamic link that keeps a variety of audiences, internal and external, informed as
to the programs of the association and the trends of the industry. Unless information is
shared, it is not understood. The more that is communicated and shared, the greater the
potential for understanding and appreciating the Bureau's mission and programs.
The communications efforts have been focused on members, the community, elected
officials, and the Board of Directors. Some of the communications techniques developed
during this past year are mentioned under Leisure Marketing, Membership Marketing and
Organizational Management.
Among some of the other communication and community activities were the following:
* Serving on the Board of Directors of Leadership Tomorrow.
* Serving on the Board of Directors of Coastal Motion/A Transportation
Management Association.
* Serving on the Steering Committee for Seafest 91.
* Serving on the Advisory Council for Irrelevant Week 91.
* Meet periodically with Members of the City Council.
* Sponsorships for Spirit Run 91 and the Harbor Heritage Run.
* Induction into The Commodores Club, Newport Harbor Area Chamber of
Commerce.
Each of these, and many other related activities, affirm the credibility and value of the
Newport Beach Conference and Visitors Bureau not only as a marketing organization but
also as a partner in the development of our community.
Serving this year on the Community Relations Committee were: Jim Dale, Villa Nova
(Chair); Jackie Heather, Former Mayor; Barbara Sloate, Whirl -A -Round Tours; Vanessa
Hannibal, John Dominis; and Bill Hamilton, The Cannery Restaurant.
PROGRAM REPORT: ORGANIZATIONAL MANAGEMENT
Convention and visitor bureaus are primarily marketing organizations whose mission it is
to develop an image for a destination. The visitor industry is big business, requiring
sophisticated management systems to support its programming. These support systems must
be efficient and effective, reducing unnecessary loss or delay of time and allowing the
bureau to fulfill its mission and attain its program goals.
During the period August 1989 -June 1991, much has been accomplished in developing for
the Newport Beach Conference and Visitors Bureau reliable and efficient management
systems. Such items included: (1) composition of the Bureau's first 'Personnel Manual"; (2)
completion of the Bureau's first "Organizational Manual"; (3) completion of a revised
"Marketing Plan 1991-1993"; (4) an update to the Bureau's Bylaws; (5) an evaluation of the
Bureau's membership program and investment (dues) structure; (6) the clarification of
financial management systems including bringing inhouse certain financial operations; (7)
and the bringing onto the Board of Directors, a Chief Financial Officer from a major
certified public accounting firm in Newport Beach.
Financial Management
Financial management of the Bureau is under the Board supervision of Hal Schultz,
Managing Partner of Coopers & Lybrand, serving as Chief Financial Officer for the Bureau;
Thomas G. Clark, CPA, serving as the Bureau's accountant; and Karen Pearse, Director of
Finance and Administration for the Bureau. All documents are prepared by the Bureau,
forwarded to the Bureau's accountant for preparation of monthly financial statements and
reviewed by the Chief Financial Officer, Executive Committee and the Board of Directors.
Fiscal year 1990-1991 began with a lot of hopes and expectations as to what might be
expected in revenues for the Bureau. However, six months into the fiscal year, it became
apparent that revenues would not meet expectations. With the assistance of the hotels,
projection of TOT revenues were obtained upon which a budget revision could be based.
Chief Financial Officer Hal Schultz, Board Chairman Tom Limberg and Bureau President
Richard Gartrell modified the annual budget making cuts in expense line items anticipating
a loss of revenues of about $112,000 (or a 14% reduction). Programs were committed for
the fiscal year thus a reduction of the fund balance of $30,000 was anticipated. Actual
containment of expenses exceeded that anticipated reduction in the fund balance. However,
the loss of revenues continued downward equalling $191,375, 23% reduction from the
original FY90/91 budget. As a result, the loss to our fund balance was $110,420.
In cooperation with the City of Newport Beach, the Bureau also requested that a payment
of the transient occupancy tax revenues be adjusted from a quarterly format to a monthly
format, based on actual revenues received. Such arrangements were made in an effort to
assist the Bureau in stabilizing its financial resources on a month-to-month basis.
The audit for fiscal year 1989-90 was completed in March 1991 by Lesley, Thomas, Schwarz
and Postma, CPA, and provided a series of procedural recommendations in a letter to the
City Manager for the City of Newport Beach dated April 8, 1991. These recommendations
dealt with the collection, tracking and distribution of the transient occupancy revenues.
Upon receipt of the FY90/91 year-end financial statements, it was decided at the August
1991 meeting of the Bureau's Board of Directors, to reduce the budget submitted to City
Council in April 1991 by $40,000 (a 5.6% reduction in expected revenues and expenditures).
This is predicated on expectations that the forthcoming fiscal year 1991-1992 will have a
modest increase in transient occupancy revenues as the economy and travel begins to
rebound.
In the appendix, you will find copies of the year-end report of assets and liabilities/fund
balance, along with a statement of revenue and expenses based on the operational fund
areas of the Bureau. The Bureau's contract with the City of Newport Beach restricts
administrative services to 30%; the Bureau's fund area for administration and finance did
not exceed $21.8% during fiscal 1990/1991.
An audit for FY1990/1991 was approved by the Bureau's Board of Directors and is being
completed by Lesley, Thomas, Schwarz and Postma, Certified Public Accountants.
This past fiscal year saw the Bureau move into new offices, automate the office with a local
area network, and install one of the leading state-of-the-art sales systems to support the
group sales activities of the Bureau.
Personnel Mann eg ment
During fiscal year 1990-1991, there were no additions to the Bureau Staff. However, the
Membership Manager departed the first of the new fiscal year 1991/1992 to join the
marketing staff of Fashion Island. Bureau staff for fiscal year 1990/91 included:
Richard B. Gartrell, CAE, President/Chief Executive Officer
Karen Pearse, Director of Finance and Administration
Kathy Glassmyer, Membership Manager
Barbara Stone, Director of Sales
Martha Kleine, National Sales Manager
Kathy Austgen, Corporate Sales Manager
Heather Larson, Sales Assistant/Conference Services Manager
The Bureau developed and implemented a performance appraisal system, the first in the
history of the Bureau which will be refined during fiscal 1991-1992.
In November 1990, Bureau President Richard Gartrell was honored by the Japanese
Government (Tourism Bureau) and asked to be their main speaker on the topic of
"marketing destinations" at their 5th Annual Convention Promotion Seminar in Niigata City.
Volunteer Management
Volunteers remain a major support structure for the Bureau and its many activities.
Volunteers serve on the Bureau Board of Directors (see page 3), committees, and assist the
Bureau with the hosting of site inspections and familiarization tours (see "Member
Messages" in appendix for list of fam tour supporters).
In January 1991, the Board of Directors held its annual retreat and invited George Kirkland,
CAE and President of the Los Angeles Convention and Visitors Bureau, to serve as
facilitator. The results of that retreat included a broader understanding of bureaus and
bureau programs and suggestions for program considerations, including the following:
* Develop a mailing list of key resources in the community who should receive, on
a periodic basis, a communique from the Bureau President that shares the
significance of the industry and the programs of the Bureau (in progress).
* Develop a periodic briefing letter to the Bureau's Board of Directors that keeps
them appraised of issues and events, particularly between Board meetings ('Board
Briefs" has been developed and is periodically mailed to the Board).
* Explore cooperative marketing opportunities with other area bureaus as it relates
to international marketing, specifically sales missions.
* Explore the division of costs among those who participate with the Bureau in an
industry trade show (in progress).
* Explore development of research studies that would assist in identifying target
markets by quantifying statistical information about who it is that comes to Newport
Beach (in progress).
* Develop a working relationship with airlines and utilize trade -outs to obtain tickets
for use with Bureau marketing programs (American Airlines and the Bureau have
a working relationship; several other airlines have assisted with inbound fam tours).
* Explore increasing the financial resources for the Bureau to make it more
competitive as well as to assure its future (in progress).
PROGRAM REPORT: SUMMARY
Fiscal Year 1990-1991 was a year of many challenges; our economy began a servere
downturn and the Middle East crisis consumed our attention for months. The hospitality
and travel industry were not exempt from the impact of those activities; both corporate and
leisure travel saw a significant decrease while groups postponed their meetings or held
meetings with smaller numbers attending.
As one writer put it, "We cannot direct the wind ... But we can adjust the sails." The Bureau
accepted that challenge; recognizing that revenues would not be as strong as past years, the
Bureau concentrated its sales and marketing efforts on the group market. The results are
affirming as presented earlier in this report. The Bureau continues to be assertive with its
various marketing activities and programs, within the limitations of its resources.
As the Bureau looks forward to the coming year and subsequent years of marketing, there
is excitement and high levels of expectations. It is felt that the economy will slowly rebound
and with that, travel will begin to return. It is felt that the Bureau's image campaign will
continue to establish a recognition for the area as a viable meetings and leisure venue
among those selected markets with which the Bureau communicates. Maintaining, refining
and expanding programs within the limits of the Bureau's resources, will be the agenda for
the future. As stated in the revised 1991-1993 Marketing Plan, the Bureau has laid its
foundation, has attained program focus and moves into the future, with its marketing
partners, enthusiastically.
Richard B. Gartrell, CAE
President/Chief Executive Officer
8/91
APPENDIX
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
Average Occupancy
The following information has been gathered from Newport Beach area hotels and placed in
the following composite graph; individual confidentiality has been requested.
Month
1987/88
1988/89
+/-0
1989/90
+/-%
1990/91
July
66.7
68
+2.9
75.1
+9.3
64
-11
August
74.7
76
+2.6
75 *
-1.3
61
-14
September
59.3
64
+6.3
63.3
-1.6
64
+1
October
57.7
63
+9.5
62.5
-1.6
63
+1/2
November
57.9
62
+6.6
59
-5.1
55
-4
December
50.8
48
-5.8
52
+7.7
49
-3
January
61.7
N/A
N/A
62
N/A
56
-6
February
72.9
72
-1.3
71
-1.4
66
-5
March
69.4
72.5
+4.3
67.3
-7.7
65
-2
April
64.6
67.3
+4.0
63.51
-5.9
68
+5
May
67.6
65.3
-3.5
61.72
-5.8
56.79
-4.93
June
64.8
58.5
-10.8
61.77
+4.3
62
+.23
OVERALL
64.0
65.2
+1.8
64.5
-1.1
60.8
-5.7*
Participat m Votels incl.ubd: Ftur Seaxycczs, Hyatt Nzpartec, Le Mwidienr Ne- o Bad M3c=ottr Neapact Beach
S-,eratrn and Marriott Suites (except in FY 87/88).
*Net Lass 0xulative = 46.8 points over FY: 1990/91
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
Average Daily Rate
The following information has been gathered from Newport Beach area hotels and placed in
the following composite graph; individual confidentiality has been requested.
Month
1987/88
1988/89
+/-0
1989/90
1990/91
+/-$
July
92.90
93.77
+.9
89.29
-5.02
100.72
+11.43
August
92.13
94.43
+2.4
99.39
+5.0
100.50
+1.11
September
93.92
92.07
-2.0
99.02
+7.01
98.96
-.06
October
92.25
94.45
+2.3
100.68
+6.2
100.41
-.27
November
92.12
93.80
+1.8
98.75
+5.01
99.26
+.51
December
84.51
87.88
+3.8
95.82
+8.3
93.33
-2.49
January
98.42
N/A
N/A
99.11
N/A
96.92
-2.19
February
94.95
97.40
+2.5
100.95
+3.5
102.77
+1.82
March
94.10
97.69
+3.7
99.54
+1.86
101.83
+2.29
April
95.06
97.42
+2.4
100.60
+3.16
98.95
-1.65
May -
95.61
96.04
+4.05
101.19
+5.1
97.97
-3.72
June
94.72
97.13
+2.5
100.15
+3.02
96.83
-3.32
OVERALL
93.39
94.73
+1.4
98.71
+4.03
99.00
+.3
Participating hxt - included: Four %sacs, Hyatt Newp er, Le Meridien, Newport Beach M3=ott, NaAmrt Baach
Sheraton and the Marriott Suites (except in EY 87/88).
NENATORT BEACH CONFERENCE AND VISITORS BUREAU
REVENUE
Hotel Service Fee
Membership Invest.
Coop Ad/Promo.
Merchand.Sales
Service Fees
Event Hosting
Misc/Other Inc.
Publicatn.Sales
TOTAL
REVENUE
EXPENSES
Salary Expenses
Staff Expenses
Operations
Marketing
Comm.Invest.
Initial Budget Summary FY: 1991 - 1992
Initial
FY90-91
711,500.00
50,000.00
50,000.00
0.00
0.00
1,000.00
1,000.00
2,000.00
Revised
FY90-91
662,000.00
35,000.00
35,000.00
0.00
0.00
0.00
500.00
1,000.00
Actual
FY90-91
567,705.00
45,134.00
500.00
464.00
0.00
10,102.00
139.00
581.00
815,500.00 703,500.00 624,125.00
285,650.00
293,600.00
268,824.00
57,916.00
50,700.00
47,674.00
129,705.00
114,490.00
123,462.00
234,689.00
228,600.00
237,072.00
70,000.00
56,000.00
55,126.00
Initial
FY91-92
665,000.00
41,000.00
7,000.00
2,000.00
0.00
2,000.00
1,000.00
1,000.00
719,000.00
284,999.00
77,108.00
99,722.00
190,000.00
56,000.00
Revised
FY91-92
625,000.00
41,000.00
7,000.00
2,000.00
0.00
2,000.00
1,000.00
1,000.00
679,000.00
276,937.00
61,345.00
111,832.00
172,418.00
56,000.00
TOTAL 777,960.00 743,390.00 732,158.00 707,829.00 678.532.00
EXPENSES -
Newport Beach Conference
& Visitors Bureau
Financial Statements
June 30, 1991
THOMAS G. CLARK & ASSOCIATES
Certified Public Accountants
2361 Campus Drive, Suite 214
Irvine, California 92715-1424
(714) 252-9062
July 16, 1991
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
We have compiled the accompanying statement of assets and
liabilities -modified cash basis of Newport Beach Conference and
Visitors Bureau as of June 30, 1991, and the related statement of
revenue and expense -modified cash basis for the year then ended, in
accordance with standards established by the American Institute of
Certified Public Accountants. The financial statements have been
prepared on the modified cash basis of accounting, which is a
comprehensive basis of accounting other than generally accepted
accounting principles.
A compilation is limited to presenting in the form of
financial statements information that is the representation of
management. We have not audited or reviewed the accompanying
financial statements and, accordingly, do not express an opinion or
any other form of assurance on them.
Management has elected to omit substantially all of the
disclosures required by generally accepted accounting principles.
If the omitted disclosures were included in the financial
statements, they might influence the user's conclusions about the
Company's financial position and results of operations.
Accordingly, these financial statements are not designed for those
who are not informed about such matters.
'J�► A.
Certified Public Accountants
Newport Beach Conference & Visitors Bureau
Statement of Assets and Liabilities - Modified Cash Basis
June 30, 1991
CURRENT ASSETS
Cash -Bank of N.P.-Checking
Cash -Bank of N.P.-Savings
Cash -Bank of N.P.-Ultra
Petty Cash
TOTAL CURRENT ASSETS
FURNITURE AND EQUIPMENT
Computer Equipment
Office Furniture & Equip
Less: Accum Depreciation
OTHER ASSETS
Deposits
ASSETS
$27,047.40
35,267.11
------------
62,314.51
(16,403.02)
------------
3,685.00
------------
See Accompanying Compilation Report
$916.36
10,849.85
44,824.67
200.00
56,790.88
45,911.49
3,685.00
------------
$106,387.37
Newport Beach Conference & Visitors Bureau
Statement of Assets and Liabilities - Modified Cash Basis
June 30, 1991
LIABILITIES AND FUND BALANCE
CURRENT LIABILITIES
Accounts Payable $18,936.25
Current Portion -Long Term Debt 8,865.00
------------
Total Current Liabilities 27,801.25
LONG TERM DEBT
N/P Bank -Equipment Loan
Less Current Portion
$40,664.66
(8,865.00)
------------
31,799.66
FUND BALANCE
General Fund Balance
Net Income (Loss)
157,206.72
(110,420.26)
------------
46,786.46
------------
$106,387.37
See Accompanying Compilation Report
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CONVENTION CALENDAR
1991
Prepared by the
Newport Beach Conference and Visitors Bureau
366 San Miguel Drive, Suite 200
Newport Beach, California 92660
About the Convention Calendar
This calendar of conventions scheduled during 1991 in Newport Beach, California, was
prepared in cooperation with the hotels and the convention bureau. The listed group
business conforms to guidelines of the International Association of Convention and Visitor
Bureaus as follows:
* 50 room or more;
* transient and solicitable;
* regional, national or international in scope;
* a recognized association or organization.
Though there may be many other group meetings in Newport Beach, for the calendar, only
those that conform to the above guidelines are included.
Should you have any questions regarding this calendar of meetings, please feel free to call
the bureau at 7147644-1100.
RBG:r
List
NEWPORT BEACH CONFERENCE & VISITORS BUREAU
CONVENTION CALENDAR 1991
NAME OF MEETING
Assn. of Physical Plant Admin.
of Universities
American Heart Assn.
GTE Directories Svcs. Corp.
American Bar Assn.
Amer. Financial Svcs. Assn.
Unitek/3M
ICI Americas, Inc.
Natl. Management Assn.
United Parcel Service
Hoag Hospital
Assn. of Operating Rm. Nurses
College Survival, Inc.
Nad. Bio -Therapy Study Group
Organization of Nurse Exec., CA
Amer. Planning Assn.
Long Beach Memorial Hospital
Amer. Academy of Otolarynagic
Allergy
Oriilame
West Publishing
Healthcare Financial Management
Assn.
MEETING TYPE
DELEGATES
DATES
HOTEL
Nati.
425
1/1-13/91
NB Marriott
Nad.
385
1/9-15/91
Le Meridien
Intl.
280
1/9-20/91
NB Marriott
Natl.
245
1/22-26/91
Le Meridien
Natl.
150
1/26-30/91
Hatt Nmportr
Rgl.
130
1/26-30/91
NB Marriott
Natl.
195
1/27-2/1/91
NB Marriott
Rgl.
175
1/31-2/2/91
NB Sheraton
Rgl.
60
2/4-8/91
NB Marriott
Intl.
300
2/6-9/91
NB Marriott
Nati.
150
2/8-9/91
Bim BV Ob
Natl.
200
2/9-13/91
Le Meridien
Rgl.
100
2/9-19/91
NB Marriott
Rgl.
400
2/10-13/91
NB Marriott
Rgl.
110
2/13-16/91
NB Marriott
Rgl.
200
2/13-15/91
NB Marriott
Nad.
250
2/16-20/91
NB Sheraton
Natl.
125
2/21-24/91
Bim BF Club
Nad.
135
2/23-26/91
NB Marriott
Nati.
125
2/26-3/2/91
NB Marriott
Unocal
Nati.
American Academy of Orthopedic
Nati.
Surgeons
NB Marriott
Johnson & Johnson Orthopedics
Intl.
Intermedics Orthopedics
Nati.
American Gas Assn.
Rgl.
Western Assn. of Transplant
Rgl.
Surgeons
100
Oscar Meyer
Rgl.
Catholic Health Corporation
Natl.
West Services, Inc.
RgI.
Society of Anesthesiologists
Natl.
Girl Scouts of the USA
Natl.
Employee Assistance -Professional
Regl.
Assn.
NB Marriott
Performance Warehouse Assn.
Rgl.
U.S. Council on Intl. Banking
Nati.
Xerox Systems Users Group
Nad.
Automotive Market Research Council
Natl.
Healthcare Financial Management
Rgl.
Calvary Chapel
Natl.
Nati. Inst. of Pension Admin.
Nati.
Intl. Soc. of Arboriculture
Intl.
Soc. of Industrial & Office
Natl.
Realtors
4/23-28/91
Blue Cross & Blue Shield Assn.
Natl.
250
2/27-3/19/91
NB Marriott
150
3/3-3/13/91
NB Marriott
150
3/3-12/91
H," Impatr
90
3/4-12/91
Dalt Nmpala
50
3/5-8/91
NB Marriott
100
3/8-10/91
NB Marriott
140
3/13-16/91
NB Marriott
350
3/15-21/91
Int Nmpakr
200
3/21-27/91
NB Marriott
175
3/22-25/91
NB Marriott
175
4/3-9/91
H* Nmpaiw
250
4/5-11/91
Ub[d Nmpatr
100
4/10-14/91
NB Marriott
140
4/10-13/91
NB Sheraton
120
4/13-17/91
NB Marriott
180
4/14-17/91
Dalt Navpatr
200
4/23-28/91
NB Marriott
120
5/3-5/91
Marriott Sukm
250
5/5-8/91
NB Marriott
200
5/15-17/91
NB Sheraton
300
5/15-17/91
Dalt Nmpatr
225
5/19-23/91
NB Marriott
Page Two
Western Securities Transfer Assn.
Rgl.
150
5/28-6/1/91
tlbcd Nmpurkr
Amer. Soc. of Plastic &
Natl.
175
5/30-6/2/91
NB Marriott
Reconstructive Surgeons
Amer. Soc. of Hands Therapists
Nati.
300
6/21-23/91
Dalt Nmpaltr
Rick Cole Car Auctions
Natl.
500
7/3-8/91
Ubcd Nmpatr
Catalina Sportswear
Natl.
65
7/12-17/91
NB Marriott
Golden Hill Meeting Planners
Natl.
400
7/26-31/91
H,felt NmpaiE
Education Design
Natl.
50
8/9-11/91
NB Marriott
Manufacturers Agents Natl. Assn.
Natl.
50
8/15-19/91
Hyatt Nmpala-
Rosenbluth Travel
Intl.
240
8/30-9/2/91
NB Marriott
Santa Fe Pacific Pipeline
Natl.
170
10/6-9/91
NB Marriott
American Academy of Opthamology
Nati.
800
10/10-19/91
NB Marriott
American Academy of Opthamology
Nati.
85
10/10-19/91
Marriott Sues
Nati. Assn. of Rehabilitation
Natl.
250
10/17-20/91
NB Marriott
Agencys
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10/25-26/91
NB Marriott
Nevada State Medical Assn.
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200
10/31-11/3/91
Four Seasons
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Natl.
225
11/4-9/91
NB Marriott
Amer. Heart Assn.
Natl.
400
11/7-16/91
NB Marriott
Rick Cole Car Auctions
Natl.
500
11/27-12/2/91
Kett Nmpurkr
Amer. Assn. for Accreditation
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200
12/5-8/91
NB Marriott
of Ambulator
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