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Plan of Work
2005 -06
July
Tradeshows: 1412 MP1 WEC, World Education Congress - Miami, FL
25.27 Meeting World - New York, NY
Membership: Conduct survey to assess membership needs
Events: Bureau Annual Dinner
August
Tradeshows 11 -13 1CPA West Coast Chapter Meeting - San Francisco, CA
NCCMPI Luncheon & Mini Tradeshow and Sales Calls - San Francisco, CA
National Business Travel Association - San Diego, CA
1346 American Society of Association Executives - Nashville, TN
Communications /PR Jazz Festival FAM
Events: Bureau Sales meets with Hotel Sales
1CPA West Coast Chapter Meeting - San Francisco
Education: 3.6 IACVB Annual Convention - San Diego, CA
September
Tradeshows: 7-8 Affordable Meetings - Washington, D. C.
27.29 1T &ME (Incentive Travel and Meeting Executives) - Chicago, 1L
Communications /P& Electronic Newsletter (quarterly)
Taste of Newport - Media Fam
Membership: New Member Orientation
Education: SCCMPI Educational Retreat Weekend
Sales Calls: Association Management Company - Hinton & Grusich
October
Tradeshows: 26.30 National Coalition of Black Meeting Planners - Paradise Island, Bahamas
Events: 23.26 MILD (Meeting Industry Ladies Open) - Austin, TX
Tag Days - Anaheim
Fire and Marine Appreciation Beach Party
Sales Calls: Bureaufest - Incentive Sales - St. Louis, MO
Education: 13.16 WACVB Annual Meeting - Oakland, CA
C1Documents and SettingskanMocal Settings \Temporary Intemet ReMOLKAPlan of Work 2005-06-doe
November
• Tradeshows: 3.6 SITE International Conference - Toronto, Canada
610 ICPA Insurance Conference Planners Association - New York, NY
Hinton & Grusich Rendezvous Tradeshow St. Louis and Chicago
Membership: Bureau Membership Educational Seminar (3 seminars a year)
Communications: Visitor Guide Production Begins
New York Media Calls
December
Tradeshows: CaISAE (California Society of Assoc. Executives) Seasonal Spectacular - Sacramento
Association Forum of Chicagoland Holiday Showcase- Chicago, IL
Sales Calls: LA Tour Operators Holiday visitation
Communications /PR Media Holiday Boat Parade FAM
Events: Holiday Open House
Bureau Staff and Executive Committee Holiday Dinner
Newport Harbor Christmas Boat Parade
Southern California Visitor Industry Outlook Conference
2006
• January -
Tradeshows: '2 -'_4 MPI -PEC (Professional Education Conference) - Charlotte, NC
1/31 -2/3 Religious Conference Management Association - San Jose
Events: AOCVCB Receptive Operators Luncheon
Communications /PR: Visitor Guide Production
Electronic Newsletter
Education: PCMA (Professional Conference Management Assn.) - Philadelphia, PA
February
Tradeshows: SGMP (Society of Government Meeting Professionals) - Sacramento, CA
6 NYSAE (NY Society of Association Executives) - New York
NCCMPI (No Cal Chapter of Meeting Professionals International) - San Jose, CA
Sales Calls: Northern CA Sales Calls in conjunction with NCCMPI
Communications /PR: CTl"C Media Marketplace - New York, NY
Membership: Bureau Membership Educational Seminar (3 seminars a year)
Events: Incentive Sales Mission
• ASAE Chief Elected Official & Chief Paid Staff Symposium - Coronado, CA
Mayor's Dinner
000cuments and SettingsMcan&ocal SetlingsWemporery Irdemet FilestOLMWIan of Work 2005-06.doc
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March
Tradeshows: CrossSphere - Sacramento, CA
IACVB Destinations Showcase - Washington, DC
MPISCC (Meeting Professionals International Southern California Chapter) - TBD
Events: California Conference on Tourism - TBD
Sacramento Client Event
Nominating Committee Meeting
Police Appreciation Breakfast
Sales Calls: Canadian Sales Mission - Travel Wholesalers w /AOCVCB - Vancouver, Canada
April
Tradeshows: 67 HSMAI Affordable Meetings - Chicago, IL
CTM (California Travel Market) -San Francisco
Successful Meetings /CA Market Place - TBD
Communications /PR: Electronic Newsletter (quarterly)
Newport Beach Film Festival Fam
Newport Beach/Ensenada Yacht Race Media Fam
Events: Newport Beach to Ensenada Yacht Race
Newport Beach Film Festival
Education: 5.8 WACVB (Western Association of CVBs) spring educational - San Jose, CA
May
Tradeshows Con fere nce Direct
National Coalition of Black Meeting Planners
6 -10 Pow Wow - Orlando, FL
18 -21 Society of Government Meeting Planners Annual Conference - Sacramento
Membership: Bureau Membership Educational Seminar (3 seminars a year)
Communications /PR Rack Brochure and map reprints
CTTC San Francisco
Sales Calls: Incentive Houses
June
Tradeshows: Hinton & Grusich Annual "Top Hat" Meeting Professional Expo - Denver, CO
GWSAE (Grtr Wash Society of Assoc Exec) Springtime in the Park - Washington, DC
HSMAI (Hotel Sales & Marketing Assoc. International) Affordable Meetings - TBD
Events: Meeting Planner Fam
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on Going
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Annually General Managers Meeting
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Annually Inns Meeting
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Annually Membership Survey Report
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Annually Visitor Guide Produced
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Annually Bureau Dinner
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Annually Bureau and Hotel Sale Staff Meetings
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Monthly Executive Committee
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Monthend report distributed to membership
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Monthly Marketing Committee meeting
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Monthly Economic Development Committee Executive Committee/Board Meeting
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Monthly Orange County Tourism Council meeting
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Monthly Financials prepared
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Monthly Membership Report prepared
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Monthly Bacon's Media Clippings and Tempo IV Broadcasting report
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Monthly advertising statistics logged
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Quarterly Full Board Meeting
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Quarterly Electronic Newsletter
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Quarterly New Members Orientations
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Tri- Yearly Membership Seminars
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Bi- monthly Newport Beach Film Festival meeting
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Weekly staff and sales meeting
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Daily fulfillment of visitor and meeting inquiries
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Daily telemarketing calls
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Daily statistical information logged on telephone calls /walk -ins
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Staff outings
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CN)OWMnts and Se0ingsban'Local SetlingsUemporary Intemet Flles%OLK40an of Work 2005- 06.doc
June 29, 2005
i* 2005 -6 Sales and Marketinz Plan
Mission Statement
To gain and retain clients, thereby contributing to the economic fabric of the community, through visitor servicing, solicitation of
conferences, tourgroups, and other relatedgroup business; and to engage in tiritorpromotioru mhichgenerate overnight stays and
increase viritors'spend
Too—Goals and Priorities for the Newport Beach Conference & Visitors Bureau
To promote, sell and market Newport Beach and our hospitality partners in the group meetings, tour groups,
media and leisure markets,
• Thereby increasing room revenue
• Increase visitor spending
• and to provide more opportunities for our hospitality partners
To increase the benefit to the City of Newport Beach through increased TOT (Transient Occupancy Tax):
Be the catalyst for growing the business and maximize revenue by the use of our partners' hotel facilities
• Ensuring market share thereby contributing to the economic fabric of the community
Meeting Sales
• Meeting sales is responsible for generating qualified leads, bookings and subsequent room nights, and the
corresponding TOT for the City of Newport Beach. The Newport Beach Conference & Visitors Bureau has a
National Association Sales Manager, Corporate Sales Manager, Incentive Sales Manager and a contractor
representing the Bureau in a satellite office, in the all important Northern California area. These sales people
are supported by shared sales support people.
• The focus of the sales team is to aggressively solicit and acquire meeting opportunities for the
bureau's hospitality partners.
• Increase the meeting awareness of Newport Beach
• Through direct calls, sales missions and tradeshows, establish contact and build relationships with
potential buyers of group, meeting and conference business.
Satellite and Lead Genetathm Office
The Bureau established a satellite office in Northern California and uses the services of two lead generating
firms, Hinton and Gtusich, based in Chicago, California, Denver and New York. The Bureau also retains the
services of The Hyland Group - a lead generating firm in the Chicago and Washington, DC areas. The main
purposes for these offices are to:
• Increase the visibility of Newport Beach
• Attend all local area events and industry functions
• Generate new leads and business for Newport Beach and our hospitality partners
• By being located in the geographical areas continue to mine the meetings contacts in their
respective geographical areas in order to impact future sales.
The regional office in San Francisco for the Newport Beach Conference & Visitors Bureau connects with the
. bureau on a weekly basis and sends updated lead reports. It also gives us monthly exposure at the various
monthly meetings of the local associations in San Francisco, South /North Bays and Sacramento. The office
also provides us exposure at the local tradeshows. The lead generating firms of Hinton and Gmsich and The
Hyland Group send out updates of tradeshow opportunities and client events in the regions they cover.
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• Our lead generating firms provide representation in specific areas:
• Hinton & Gmsich — California, Chicago, Denver and the Northeast.
• The Hyland Group — Chicago and Washington D. C.
The Bureau uses the lead generating firms to impact the Bureau's group sales efforts for Newport Beach. The
lead generating firms work closely with the Bureau and the Bureau's members to assist in closing the business.
They also help arrange site visits, schedule personal sales calls and are truly an extension of our sales office.
The lead generating firms know the clients and are very aware of the market, the group profitability and the
potential of repeat business. The lead generating firms work with the Bureau and our members to help develop
quality group business during the low demand periods indicated by our members. The lead generating firms
have worked with the Bureau in helping to organize any group functions that have been hosted in their area.
They also assist through e -mail marketing with a monthly electronic newsletter Latitudes Online which reaches
over 3,500 meeting planners. This is where the Bureau organizes information regarding expansions /renovation
plans, hot dates, and special events. Each of the lead generating firms has reporting procedures to the Bureau -
they produce an annual productivity report and participate in a monthly conference call with the sales team to
review the status of the leads and bookings. During these calls, all leads are categorized as definite, pending or
lost.
Plan of Work for the Meeting Sales Team
In order for the meeting sales team to meet its goals and objectives to increase conference business, their
schedule will include:
• Tradeshow participation —
o Affordable Meetings: Mid - America, National and Western
o American Society of Association Executives
o Association Forum of Chicagoland
o CaISAE, California Society of Association Executives
o ConferenceDirect reverse tradeshow
• Destinations Showcase —Washington, DC
• GWSAE, Greater Washington DC Society of Association Executives
• Hinton & Gmisch Tradeshows
• ICPA, Insurance Conference Planner Association
• IT &ME, Incentive Travel and Meetings Exposition
• Meeting Professionals International
• Meeting World
• National Coalition of Black Meeting Planners
• New York Societv of Association Executives
• SGI\fP, Socien of Government Meeting Planners
• NBTA (National Business Travel Association)
• NCCMPI - MPI Northern California Chapter Tradeshow
• RCM?, (Religious Conference Management Association)
• Sales calls in the major markets both independently and combined with the tradeshow activities
• FAM trips and site inspections
• Developing sponsorship opportunities for partners
• Become the preferred vendor to 3�d party firms such as ConferenceDirect
• Client prospecting, email and phone solicitation and personal sales calls
• Expanding the scale client base to resulting in higher average room rates for 2005 -06 and beyond,
given the major hotel renovations of Hyatt Regency Newport Beach and the Newport Beach
Marriott HoteL
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In addition, the meetings sales team will utilize advertising, collateral materials, direct mail and an advertising
. campaign to increase awareness and compliment their sales efforts in the meetings market. The sales team
realizes that they can't just sell their product based on a price or rate; they have to create a vision for their
customer of what their experience will be like once they have made a commitment to purchase. Selecting the
appropriate marketing tools to nurture the sale can be imperative to closing a deal. Whether it is a brochure, an
interactive CD, website, or virtual tour, the needs are to produce the vehicle that will enable the sales team to
be productive, to ensure that the message prospective clients are receiving is consistent and supports the end
result —which is making the sale.
• Update the Meeting Planner Guide
• Direct mail using purchased media lists and partnering with others in the hospitality community to
identify key contacts for solicitation
• Use of promotional items at tradeshows and client gifts to increase awareness and help brand
Newport Beach as the premiere meeting destination
• Advertising campaign with value -added editorial, rate protection, page preferred positioning, lead
generation and database access, meeting profiles, press releases, rotating banners, color ads, focus
groups, research studies, telemarketing and exclusive tradeshow opportunities
• American Society of Association Executives Association Management
• CaISAE
• Convene
• Corporate Meeting & Incentives
• GWSAE (Greater Washington DC Society of Association Executives) Executive
Update
• Insurance Conference Planner
• Medical Meetingr
• Meetingr and Conventions
• Meeting News
• Meeting Professionals International Meeting Professional
o Meetings Wart
• Successful Meetings
Goals for Association, Corporate and Catering Sales
Association: To generate 120 leads, 36 bookings and $2.4 million in revenue
Corporate Sales: To generate 120 leads, 32 bookings and $2.4 million in revenue
Catering Sales: To generate $240,000 in revenue
Note: Due to the major renovations at the Marriott, sales activity may be affected.
Travel Industry
The Travel Industry encompasses Tourism Development and Incentive Sales by promoting the destination as a
safe and desirable destination. The department is supported by one sales person and a shared administrative
assistant and is responsible for:
• Marketing the destination to visitors and incentive house users for their respective clients
• Conducting FAM tours to educate key travel wholesalers, tour operators, receptive operators and
incentive houses
• Sales Missions, tradeshows and client events
• Marketing strategies and advertising
• Focus on the Drive Market in California for a portion of the domestic leisure market
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Plan of Work for the Travel Industry Department
• In order for the Travel Industry Department to meet its goals and objectives to increase the visitor stays,
provide information, collateral materials, sales missions, tradeshows, coordinate with tour operators,
wholesalers and receptive operators the Bureau's Plan of Work will include:
• Working with the City of Newport Beach to establish City Information Kiosks at the Pier Areas
• Making Sales Calls on the LA Tour Operators
• Strive to develop a strong brand for Newport Beach
• Increase database and use other marketing methods to contact and increase the awareness of
Newport Beach
• HTML campaigns
• Purchase of databases
• Advertising campaign with value added in editorial, rate protection, page preferred position, lead
generation and database access, visitor profiles, press releases, color add, telemarketing and co-
operative advertising
• AAA Wes tways
• Alaska Airlines
• Arizona Republic
• Better Homes and Gardens and Ladies Home Journal
• CA Tour & Travel
• Los Angeles
• Southwest Airlines
• Sunset
• Travel and Leisure
• Via
• Westways
• • Develop itineraries
• Create specialized itineraries for group tour markets — seniors, youths, technical tours, domestic
and international tours.
• Develop sponsorship opportunities for partners
0
• Look to expand the consumer marketing opportunities through the webby developing an online
vacation package booking system
• Sales Missions — Incentive Sales Mission to the key incentive houses with the interested partner
members
• Partner with Anaheim and Orange County for potential co -op opportunities
• Attending the following tradeshows:
• CTM (California Travel Market)
• California Conference on Tourism
• California Travel Market
• Conference Direct
• CrossSphere (formerly NTA)
• I T &ME (Incentive Travel & Meeting Executives)
• PO\V W70W
o Successful Meetings California Marketplace
Goals for the Travel Industry
Travel Industry Sales: To generate 76 qualified leads, 28 bookings and $1.6 million in revenue
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Communications
• The Communications department consists of one Director of Communications and is supported by a shared
administrative assistant. Communications is responsible for
• Providing information to the Meeting Planner and visitor through publications, web technology
and media
• In conjunction with Membership department, increase member service referrals from meeting
planners
• In conjunction with the Bureau's Public Relations Agency attract and also make contract through
outreach with the national media
• Target and host key media representatives
• Conduct sales calls and interviews with key media in major cities
• Increase exposure of members in the visitor service
• Oversee the creation on the web of members packages and help create enhanced value to the
visitors
• Coordinate /conduct site visits and FAMS for the media
• Establish strong media relationships
Plan of Work for the Communications Department
In order for the Communications Department to meet its goals and objectives to increase and provide
information, collateral materials, web technology and working with the media the Bureau's Plan of Work will
include:
• Calling on the main consumer and meeting publications houses in New York
• Take a more aggressive marketing stance to present Newport Beach
• • Produce the Visitor and Meeting Planner Guides
• Conduct the following FAMS: jazz Festival, Taste of Newport, Holiday Boat Parade, Toshiba
• Communicate with the membership and other publics through an Electronic Newsletter
• Update the Bureau's crisis communication plan
• Production of the Rack Brochure and Map
• Produce a 3- minute video•
• Update the Bureau's library of images on the web and offer them to the media
• Work in conjunction with the Bureau's Public Relations and Advertising Agency to create
advertorial supplements for the 2005 -06 Advertising Plan
• Generate the equivalent of $6 million of positive media coverage
• Through positive exposure for the City of Newport Beach and increased activities provide
enrichment to the lives of the local citizens.
Membership
The Membership Department is responsible for
• Obtain new members and retain current membership base
• Provide members with ongoing marketing support and help promote the members' products and
services to potential clients where applicable
• Promote members to meeting planners directly via product book available during site inspections,
tradeshows and follow up to actual booked programs
• Maintain membership database (CVBreeze) and monthly roster by alpha and categorical order
• Answer ongoing membership questions and any follow up necessary
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• Plan of Work for the Membership Department
To accomplish annual goals and objectives to increase the membership base, provide information to potential
clients, produce collateral materials, update web technology and market the members' services to the meeting
planner and the visitor, the Bureau's Plan of Work will include:
• Gathering new member prospects from NBCVB sales, new business openings, responding to
email inquiries, referrals from members, reviewing Chamber of Commerce and other area CVB
new member listings
0
• Canvassing meeting planners who have booked groups through CVB, matching members up with
other members by respective needs, working with salespeople to identify needs for site
inspections, developing collateral such as product book for sales people to take on site inspections
and to tradeshows.
• Assist in the production of the Visitor Guide and Meeting Planner Guide via verifying
information, etc.
• Conduct spotlight visits from new members twice per month to introduce member product and
services to Bureau team
• Regularly visit various members to introduce and familiarize
• Conduct an annual survey to assess membership needs
• Maintenance /reconciliation of membership financial reports
• Receive and update member information as necessary in CVBreeze and roster — distribute roster
to Bureau team on a monthly basis
• Develop new programs to expand membership role
• Holiday Open House coordination
• Conduct quarterly Membership Orientations
• Conduct three membership seminars
• Provide to the membership additional sources of business via visitor and meeting planner referrals
Finance and Administration
The Finance and Administration Department is responsible for Human Resources, Finance, Administration
and Computer Technical Services. The Finance and Admim tration department oversees the budget and
makes sure that revenue and investments are maximized while being conservative with expenditures. "The
department consists of one Director of Administration with a shared administrative support and
Receptionist /Visitor Information Specialist and is responsible for
• Development of the annual budget
• Providing accurate financial information
• In conjunction with the Executive Director, Tom Clark Accounting Firm and the Chief Financial
Officer, reviews investments, maximizes the cash flow and control the line of credit
• Ensures passage of the annual audit
• Maintains the personnel files, policies and procedures as well as the operations procedures
• Reviews the employee benefit program
• Coordinates with the Computer Consulting firm to ensure that the Bureau's hardware and
software are maintained and continually upgraded
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Plan of Work for the Finance and Administration Departmen t
• In order for the Finance and Administration division to meet its goals and ensure that the Bureau is financially
sound, all operational procedures are being followed, computer equipment is up to date and functioning and
the personnel are able to function efficiently, the Bureau's Plan of Work will include:
• Ensure that all financial information is accurate and timely and ensures that that information is
produced and interpreted monthly with accurate financial statements
• Contract with an outside accounting firm for evaluation of financial status
• Contract with an outside investment company to consult and invest the Bureau's reserve funds
• Contract with an outside CPA firm for the annual audit
•
• Coordinate and explain the budget process
• Contract with an outside Labor Law firm to review and update the Bureau's personnel policies and
the Annual Employee Handbook
• Develop job descriptions, conducts job interviews and reviews and new employee orientation and,
when necessary, conducts exit interviews
• Administer the payroll and employees' benefits programs
• Maintain personnel files
• Oversee general office operation
• Contract with an outside agency to conduct computer training
• Provide training and telephone etiquette for staff
• Continually seeks to improve the Bureau through enhanced communications and technology and
sound financial policies
• Assist Communications department with production of Visitor Guide, Meeting Planner Guide and
any other publications, i.e. proofing, verifying
Visitor Information Services
The Receptionist /Visitor Information Specialist provides information to anyone requesting information on the
destination and keeps track of those requests. The Visitor Information specialist is responsible for:
• Visitor assistance
• Distributing of information and collateral materials to hospitality partners
• Keeping track of requests
• Collecting data on visitors that can be used in marketing initiatives
Plan of Work for the Visitor Information Services Deu ent
In order for the Information specialist to meet its goals and ensure that the Bureau is providing service to the
visitor, the Bureau's Plan of Work will include:
• Track phone and website visitor request and input information into database
• Distribute Bureau collateral materials to concierges, John Wayne Airport and member properties
• Respond in a timely manner to requests for tourist information with appropriate materials
• Provide in a timely manner collateral material(s) and /or assistance requested for
conferences /company meetings held in Newport Beach
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Newport Beach Conference and Visitors Bureau
Tradeshows
Page 1 of 3
• Tradeshows
The Bureau through tradeshows, sales blitzes, client events, lead generating firms and incentive sales
missions aggressively pursues the meetings business for Newport Beach. In addition to the 31 tradeshows
the Bureau and the hospitality partners participate in on a yearly basis, there are "FAM" trips to Newport
Beach of key meeting decision makers, sales blitzes in major markets - some done in conjunction with
tradeshows, client events, incentive sales missions, receptions for key travel agents and relationship
marketing events (i.e., sporting events) to help solidify current business or to enhance future clients and
ultimate usage of Newport Beach.
The tradeshows are a very cost effective way of bringing suppliers and meeting planners together so that the
planners can start their site selection process. Consistently going to these tradeshows reinforces the
desirability of Newport Beach as a premiere meeting destination. Some of the leads from the prior years'
tradeshows become strong tentative after follow up. The booking process from lead to tentative to a
definite booking can be as short as six weeks to as long as five to six years.
The Bureau considers the following tradeshows as high priority due to the quality of meeting planners and
decision makers in attendance:
• CaISAE (California Society of Association Executives) Seasonal Spectacular has over 1,100
decision makers in the California association market. CaISAE is the fourth largest allied association
and it is where Newport Beach connects with the California Association executive. This show
• consistently produces leads and RFPs (Request for Proposals) for further information about
meetings in Newport Beach.
• Association Forum of Chicagoland's Holiday Showcase is a very powerful marketing venue to
associations and corporations in the Chicago and mid -west area. More than 1,600 qualified
executives attended in 2004. The Bureau spoke with meeting planners that had strong potential for
Newport Beach. For the exhibit luncheon key meeting planners were hand picked to join the table
and this increased the relationship building with these key clients. In addition, the Chicago Area
Chapter of Meeting Professionals International held its holiday party and we were able to make
contacts in a social setting.
• NCCMPI (Northern California Chapter of Meeting Professionals International) has over
1,000 members and over 4,000 corporate, association and independent planners invited to attend the
tradeshow. This is a tremendous opportunity to showcase Newport Beach.
• GWSAE's (Greater Washington DC Society of Association Executives) Springtime tradeshow
had 2,150 qualified buyers at the May 2004 tradeshow. The total economic impact of Washington
area associations has surpassed $13.6 billion annually. Associations book an average of 42 million
room nights annually and spending on association meetings and expositions account for $56 billion
annually. The tradeshow has one of the highest exhibit traffic densities of 3.7 attendees per 100 sq
W. In addition, GWSAE offers value added to their exhibitors by being an on -line exhibitor which
gives exposure before the show and helps direct buyers to our location. During and after the
tradeshow the on -fine exhibit hall is operational to continue matching buyers to the products they
are requiring.
• Meeting World is held in New York and attracts corporate, association and the travel trade from
the Northeast. It is a two day tradeshow with an educational component.
•
1 Exhibit traffic density has an industry average of 2.1 — Source Exhibit Survey research.
Newport Beach Conference and Visitors Bureau
Tradeshows
Page 2 of 3
• • Affordable Meetings conducts Mid- America, Western and National (Washington, D. C.) shows.
WEST - There were 900 attendees from 22 states looking to preview an array of potential sites,
facilities and destinations. It had a 3:1 Planner /Exhibitor ratio. MID - AMERICA — The Bureau's
reach with the mid -west planners was extended by the assistance of the Bureau's lead generating
firm of Hinton and Grusich. In addition for budget year 2005 -06, the Bureau has added the services
of The Hyland Group's Chicago office. A number of industry events were centered around the
tradeshow such as the Chicago Chapter of Meeting Professionals International's reception
networking opportunity the day prior to the tradeshow. NATIONAL — There were 2,000 planners
in attendance with planners that requested information for meetings for 2005 — 2015. There was
some interest from groups doing meetings in Anaheim for post convention sites in Newport Beach.
The Bureau tries to extend its reach by having a key client reception for Newport Beach's top clients
to continue relationship building and check on the next set of available dates that these groups may
consider Newport Beach. The Bureau also participated in Bureaufest this October in Washington,
DC with the Bureau's lead generating firm The Hyland Group.
• ASAE (American Society of Association Executives) - over 2,000 executives registered for the
convention. Out of those there is usually a high representation of Western Regional associations
that Newport Beach targets with a pre -show mailer inviting them to the booth to discuss their future
meeting plans.
• Meeting Professionals International - over 4,000 people attended the tradeshow and a high
percentage was from the Western Region. The Meeting Professionals International planner
members have a collective buying power of 10.9 billion annually and facilitate an average of 78
meetings per year. In addition to generating sales leads and meeting new potential clients, the
Newport Beach Conference & Visitors Bureau and its partners expanded their relationships with
• existing customers.
• IT &ME (Incentive Travel & Meetings Executives) is a combination Incentive Travel and
Merchandise show and has over 40,000 people attending over a three day period.
• Meeting Professionals International Southern California Chapter had over 700 people in
attendance. One of the largest local tradeshows providing education, technology and networking
opportunities. Because it is a local show there is a quicker lead time and it is possible to get business
for the current year.
• Hinton and Grusich Top Hat - Colorado Meeting Professionals International Expo - in
conjunction with our lead generating firm Hinton & Grusich, participated in a regional feeder
market show. Frontier Airlines commenced direct flights between John Wayne Airport and Denver
Airport.
• ICPA (Insurance Conference Planners Association) had a record 200 financial services and
insurance meeting planners. Insurance and Financial corporate meetings are extremely lucrative.
The Bureau also partnered with Hinton & Grusich's Denver office to have a special gift for the
planners to help increase the awareness of Newport Beach. Newport Beach also was a sponsor for
a client activity.
• National Coalition of Black Meeting Planners Fall Educational Conference - through the
Opportunity Showcase tradeshow, Newport Beach was able to be promoted as a destination that is
interested in the African- American meetings and meetings planned by African- American meeting
planners.
• MILO (Meeting Industry Ladies Open) usually has over 200 women in attendance evenly
• represented by the planners and suppliers of the meeting industry. This is an exclusive golf event to
strengthen relationships.
• Successful Meetings California Marketplace - this is a value added from SuccerrfulMeetixgs
Magazine - the magazine pre - qualifies the planners that have business for California and they have a
Newport Beach Conference and Visitors Bureau
Trsdeshows
Page 3 of 3
• hosted buyer program. Since it is very highly qualified the results of this show are high. Newport
Beach is bidding to be the host destination for the 2006 Marketplace.
• California Travel Market is an appointment show for buyers that are looking for California
product There are several travel companies that do vacation packages with Southwest, Delta and
Continental Airlines. In addition, these companies are looking for itineraries for youth, series
bookings, vacation and the mature markets.
• PCMA (Professional Convention Management Association) - the attendees are mostly
association planners and those that aren't seem to be in the medical meetings market.
In addition the Bureau does a number of Client Events, Sales Missions, Media Calls and Tradeshows with
3`a parties. Some highlights of these events are
• Ca1SAE (California Society of Association Executives) - Newport Beach is a sponsor for the
reception and raffle drawing. Rather than a stand -alone reception for the key association executives,
our approach has been to sponsor an industry monthly meeting on an annual basis.
• Incentive Sales Mission to the key incentive travel houses to make presentations and be
considered for future programs
• Bureaufest - in conjunction with our lead generating firm, The Hyland Group, sponsored a client
event in October in Washington, DC. Over 150 people were in attendance.
• Northern California Chapter of Meeting Professionals International -Newport Beach
sponsors a monthly meeting with a mini tradeshow and raffle drawing.
• Travel agent and travel wholesaler opportunities when cooperating with the Anaheim CVB.
• Hinton and Grusich have a number of regional second and third tiered city shows:
•
• Rendezvous Client Event and road show took Newport Beach to St. Louis and Kansas
City. Midway Airlines commenced a direct flight from Kansas City to John Wayne Airport
which makes Newport Beach a very viable meeting and vacation destination.
• Top Hat Denver Meeting Professional Expo is produced by the Denver office of Hinton
& Grusich. Frontier Airlines recently commenced a direct flight from Denver to John
Wayne Airport.
The Bureau does in excess of 20 tradeshows and nine (9) client, FAMs and sales missions a year and sees
over 60,000 potential clients.
•
DRAFT NBCVB Tradeshow Sales Mission Schedule 2005 -2006
NBCVB BBC FS Dunes HN NBM RAD SP FI /DMC
DESHOWS /SALES MISSIONS
eeting World -New York, NY
July -05 x
1 Booth 3 exhibitors/Approximate cost $1,300
MPI -WEC- Miami, FL
July 10 -12, 2005
x
x
2 Booths 6 Exhibitors/Approximate cost $1,466
ASAE- Nashville, TN
August -05
x
1 Booth 3 Exhibitors/Approximate cost $1,932
San Francisco Bay Area Client Event
Date TBD
x
x
Approximate cost $600 %5 Exibitors
National Business Travel Association -San Diego, CA
August 14 -17, 2005
z
x
1 Booth 3 Exhibitor/Approximate cost $2,050
Sacramento Client Event
x
Approximate cost 5600
SCCMPI Educational Weekend
x
z
Date TED
Affordable Meetings - Washington, DC
September 7 -8, 2005
z
1 Booth 3 Exhibitors/Approximate cost $1,735
ITME - Chicago, IL
September 27 -29, 2005
z
z
Based on 3 participants/Approximate cost $2,433
Washington DC area /Hyland Bureaufest Client Event
Date TBD
x
z
Reception Approximate cost $1,000
CalSAE- Sacramento, CA
-05
x
Smber
oths 4 Exhibitors/Approximate cost $1,203
ciation Forum of Chicagoland- Chicago, IL
mber 13, 2005
x
x
th 2 Exhibitors/Approximate cost $1,750
MPI
FFebruary
1, 2006
x
x
th 4 Exhibitors A roximate cost $700
P - Sacramento, CA
February 2006
x
1 Booth 2 Exhibitors/Approximate cost 850
MPI Southern CA Chapter, Annual Conference & Trade
Show -Los Angeles
March -06
x x
1 Booth 3 Exhibitors/Approximate cost 563
Incentive Sales Mission
x
x
Approximate cost $850
Hinton & Grusich /Annual "Top Hat" Meeting Professionals
Expo
- Denver
CO
June -06
x
x
1 Booth 3 Exhibitors/Approximate cost 1,135
GWSAE - Washington, DC
May 2006
x
x
2 Booths 4 Exhibitors/Approximate cost $2,775
HSMAI Affordable Meetings West -Long Beach, CA
June 14 -15, 2006
x
x
1 Booth 3 Exhibitors/Approximate cost $2,100
Affordable Meetings - Chicago, IL
June -06
x
1 Booth 3 exhibitors A b roximate cost $1,300
Los Angeles Client Event
x
x
e roximate Cost 3600
Ir
1BB 2 06/28/2005
DRAFT NBCVB Tradeshow Sales Mission Schedule 2005-2006
IREAU ONLY
Management Annual Meeting-Atlanta, GA
Chapter Meeting-San Francisco, CA
IqPrA mat
1_1 2005
- 7f
=,qaWAnabeins, CA
er.W
MILD (Meeting _ Industry Ladies Open)-Austin, Tz
ICPA-New York City
"irri er 610, 2005
Hinton & Gruslch 'Rendezvoue Client Events and Road 9Kow-SL Louis Chicago
ANW&-M - -
SHE-Toronto Canada
*i4irberr 16' 2005
MPI Leadership Reception
=
la, PA
11imlelph
11, 2OD6
CT 4,-,
13-17, 2006
Calffamla Conference on Tourism
14id}Oli' -
tstradlarr Sales Missim-Vancouver, Canada
Successful Meetings California Marketplace, CA
ak.P
Rational Coalition of Black Meeting Professionals
vour signature below acknowledges your commitment in the indicated tradeshows you have marked.
a
Hotel
•
Date
18B-2 0628/2005
Newport Beach Market Analysis
• The Newport Beach Conference & Visitors Bureau is one of many cities in competition for national, group and local
tourism business. The Bureau is a member of the Anaheim /OC Visitor & Convention Bureau as well as the Orange
County Tourism Council, which is a cooperative of other destinations that collaborate to generate business.
Newport Beach has nearly 2,800 guest rooms in hotels of over 100 rooms and half of these hotels have a national
chain affiliation. The 2,800 guest rooms include hotels, the small inns, seasonal rental units, timeshare properties and
campgrounds. Of the timeshare category, Marriotes Newport Coast Villas provides 700 guest rooms for the visitor
and the small inns contribute 241 guestrooms. There are 535 seasonal rental units in Newport Beach, mostly
concentrated around the resort area of Balboa Island and Balboa Peninsula areas.
In 2003 there was a 3.3% increase in room supply with the opening of several hotel properties in Anaheim,
Huntington Beach, Laguna Beach and Newport Beach. For 2004 there was a decrease of 2.1% in room supply with
construction and renovations; this had a positive effect on the room rate of +65%.
The major hotel properties in Newport Beach are:
• Balhoa Bay Cluh & Resort 132 guest rooms and another 28 club rooms with 17,000 square feet of meeting
space. This property just opened in the spring of 2003 and is a luxury property located right on the bay. Their
projected target marketing mix is 50% group and 50% transient. This hotel is targeting the small incentive
programs up to 100 room nights peak, high end board meetings and social events.
• Four Seasons Hotel 295 guest rooms (including 83 suites) with 35,000 square feet of meeting space, off site
meeting space at Pelican Hill and also the Palm Garden Ballroom. In 2005 completed the enhancement of the
spa area. Their projected business mix is 60% group and 40% transient.
• Hyatt Regency Newport Beach 403 guest rooms, 11 suites and 4 villas with 20,000 square feet of meeting
space and extensive outdoor meeting space. Completed their renovations in spring 2005 of the guest rooms,
•meeting space and public areas. Their projected business mix is 40% group and 60% transient.
• Newport Beach Marriott Hotel 532 guest rooms and 20 suites with 41,000 square feet of indoor /outdoor
meeting space with an estimated group /transient mix 40/60. They are midway through a $63 million renovation
to include guest rooms, spa, new entrance, new lobby, meeting space, a new themed restaurant and lounge. The
renovation is expected to be completed in December 2005.
• Newport Beach Marriott Suites 254 suites with limited meeting facilities for smaller groups of up to 110. The
meeting space was renovated in the 3rd quarter of 2004. Positioned more as a business property during the week
and leisure property on the weekends.
• Radisson Hotel Newport Beach 335 guest rooms (including 4 suites) with 15,000 square feet of meeting space.
Their estimated business mix is 40% group and 60% transient Located near John Wayne Airport and in the
process of converting their tennis courts to a semi- outdoor venue for meetings and receptions.
• Sutton Place Hotel 435 guest rooms including 28 suites with 20,000 square feet of meeting space estimated to
be doing more group 50% to transient 50% business. Located close to John Wayne Airport. Hotel will be
converted to a Fairmont Hotel in early 2006, upon completion of $22 million renovation.
Advantages of Newport Beach Presently Newport Beach is affordable and centrally based with easy access though
John Wayne /Orange County airport. Newport Beach is also within close proximity to several Southern California
attractions. Newport Beach has a spectacular beach, world class shopping, dining, family -safe environment, excellent
year-round climate and a range of accommodations for every budget.
Disadvantages Budget constraints compared to major competitors. Continuing perception that Newport Beach is
not affordable for groups and lacks budget hotels. Hotels too spread out (small room inventory in any one area) and
some guest rooms in need of upgrades. Although airfares have improved, airfares less expensive from some key
markets to competitive cities. Lack of public transportation. Lack of major conference hotel with direct access to the
beach or premier golf onsite.
• Competitive Set Hotel Properties
• Hilton Waterfront 290 guest rooms with 24 suites. The largest meeting space is 5,400 positioning themselves as
a casual beachfront resort for business meetings. Estimated group /transient mix 50/50.
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• Hyatt Regency Huntington Beach Resort and Spa 517 guest rooms with over 52,000 square feet of meeting
• space with an estimated group /transient mix of 60/40. Opened in January 2004 and considered a resort on a
beach front location. Competes with Newport Beach in the larger sized conventions and for groups that have
over grown the meeting space in Newport Beach. Very competitive in the social market.
• Hyatt Regency Irvine 536 guestrooms with 30,000 square feet of meeting space, estimated group /transient mix
35/65.
• Marriott Laguna Cliffs 347 guest rooms including 18 suites and 18,000 square feet of meeting space with an
estimated group /transient mix of 60/40.
• Montage Resort & Spa Laguna Beach 262 guest rooms including 51 one - bedroom suites and 37 cliff -side
bungalows. Opened in 2003 and was done in a California Craftsman style - luxury property with ocean views.
Extremely competitive.
• Ritz Carlton Laguna Niguel 500 guest rooms in a luxury oceanfront resort setting situated atop a 150 -foot
bluff overlooking the Pacific. An estimated group /transient mix of 45/55. The Ritz has 30,000 square feet of
meeting space and aggressive in the group and incentive markets.
• St Regis Monarch Beach 400 guest rooms done in a Tuscan style; buildings over 20 acres with ocean views.
An estimated group /transient mix of 60/40. Very aggressive in positioning the hotel in the group market and
willing to make room rate concessions in order to secure the business.
• Surf & Sand Resort 165 rooms each with private balcony and ocean view; pool overlooking ocean. 9,000 square
feet of meeting space.
• Westin South Coast Plaza 393 guest rooms and connected to 275 shops and restaurants of South Coast Plaza.
35,000 square feet of meeting space, including outdoor venues.
Competitive Set — Bureaus and Competing Cities
• Anaheim Newport Beach both competes with and compliments Anaheim. Several of the hotel products in
Anaheim compete for west coast meetings. The City s room tax is 15 %. Anaheim and the Garden Grove area
have increased the room inventory by 1,300 guest rooms resulting in a reduction of `overflow" guest rooms for
• city wide conventions.
• Costa Mesa has of room tax of 10 +% and gets additional funding from South Coast Plaza. Although this is a
surrounding community, it is not viewed as competitive as Laguna Beach and Huntington Beach.
• Garden Grove has a room tax of 13% and has had 1,300 guest rooms added to its room inventory, which makes
it competitive for overflow rooms to Anaheim conventions.
• Huntington Beach has a room tax of 10% (and a BID of 2 1/6) and with the addition of the Hyatt Huntington
Beach has become one of Newport Beach's top competitors.
• Irvine has a 9% room tax and serves more of the commercial business market. One additional hotel will be
added to their inventory in 2005 -06.
• Laguna Beach has a room tax of 10% and the new Montage Hotel is the top competitor in the luxury market.
• Los Angeles has a room tax of 14 1/o. The Bureau and Convention Center are currently offering major discounts
or space free of charge to lure business to the Center.
• Monterey has a room tax of 10.5% and they have a municipally owed Conference Center that competes with
Newport Beach in the small 350 person to medium sized 1,000 groups.
• Palm Springs has 12.3% TOT and they have a larger sized Convention Center that competes with Newport
Beach in the medium 1,000 person to the larger groups 2,000+ person market.
• San Diego has a room tax of 10.5% with a large Convention Center and a vast inventory of hotel rooms. With
the doubling of the Convention Center they are cutting deals with meeting planners for the Convention Center.
They compete with Newport Beach in the small coastal meetings of 100 - 500 to the medium sized meetings of
375 —1,000 persons.
• San Francisco has a room tax of 14 %. The city is known as "everyone's favorite city." They have a very
compact housing package for conferences and a large inventory of guest rooms. With the softening of the Silicon
Valley and Technology trade, they are offering bargain rates to groups.
• As a generalization those cities in our competitive set have an average TOT (Transient Occupancy Tax) in the 101/6
range. Those with TOT above 10% have Convention Centers and a portion of the TOT is dedicated to retiring the
H:Ven%WORDDATA4narketingWarketlng Plan 2005- 06Warket Anatysis05 -06,doc
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W12OD6
bond debt on those Centers. Travel spending generates local, state and federal tax revenues. For each $100 spent by
visitors to California, $11.70 is generated in local, state and federal taxes.'
•
•
•
"Tourism continues to boost California economy in 2004.' Califomia Travel 8 Tourism Commission report by Dean Runyan Associates.
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• Advertising
The Bureau promotes the City of Newport Beach by advertising in the conference and meetings, consumer and
tourist markets. In addition the Bureau goes to New York calling on the major publication houses and
broadcast companies "pitching" stories on Newport Beach trying to get editorial and advertorial in the
publications. An initiative to the sales personnel is to call on travel editors in the cities where they are
participating in tradeshows.
Conference and Meetings Publications
Conference and meeting publications require being persistent and deliberate in destination marketing helping to
maintain attentiveness and gain market share with the prospective planners when they start their site selection
process. Advertising in Membership Publications— American Society of Association Executives, CaLSAE,
GWSAE, Greater Washington DC Society of Association Executives and Meeting Professionals International
has an 82% ROI as planners are loyal to their suppliers. Many of these publications are migrating to electronic
newsletters with web banner advertising and knowledge supplements. The Meetings market is $102.31 billion
dollar industry and some highlights of this market are -
• Association conventions average expenditure per convention $202,600!
• The average association delegate spends $1,450.
• The Corporate meeting planners plans over 16 meetings a year and spends $216,000 which is
slightly higher than the association meetings
Some highlights on the decision makers that read the membership publications and why these publications are
a priority.
• CaLSAE, California Society of Association Executives has over 1,100 members and represents 90% of
• the Association Executives in California.
• Convene, the Professional Convention Management Association publication, is distributed to over
30,000 meeting planners and has the second largest association distribution. Convene also does a
number of bonus distributions at industry events and trade shows. The typical association reader of
this publication holds about 30 small annual meetings (150 rooms or less) and of that total 15.5% are
held at resorts. Professional Convention Management Association member associations book more
than 300,000 meetings per year. Their average annual convention budget is $1.41 million. Delegates
spend an average of $945 per event or $255 per day. With an average stay of 3.6 nights2
• GWSAE, Greater Washington DC Society of Association Executives. A third of all associations are
headquartered in the Washington, D. C. area our capital. GWSAE, Greater Washington DC Society of
Association Executives represents national and international trade; professional and cause - related
association readership is 13,000 association decision makers in the Greater Washington area.
Executive Update highlights topics of interest in the hospitality industry from guides to resorts, spas,
and golf as well as destination profiles.
• Meeting Professionals International membership base is 19% association, 48% corporate representing
over 80% of the top Fortune 500 companies, 12% Incentive and 19% independent planners. The
collective buying power of Meeting Professionals International is over $9 billion with 20% having
budgets over $3 million and another 20% with budgets between $1 and $3 million. A recent survey of
the membership revealed that 72% of the planners use ideas gleaned from the Meeting Professional
magazine and read at least 50% of the issues. The monthly magazine is mailed to the membership as
well as bonus distributed at industry sho%vs. The Meeting Professionals International member has over
90% authority or recommendation ability on meetings, destinations, facilities, transportation and
speakers.
o Northern California Chapter of Meeting Professionals International Perspective Newsletter
• reaches over 1,100 meeting professionals in Northern California
Future Watch 2005 study by Meeting Professionals International and American Express
2 Professional Convention Management Association 2004 Meetings Market Survey
Page 1 of 4
CADocurnents and Settings%=LLocal SedingsRernporary Internet FilestOLM4AdvertisingROI foA5- 068udget.doc
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• • NCSAE (Northern Califomia Society of Association Executives) has 468 members which include
prominent trade and professional associations and societies throughout California.
All of these publications have a large on -line community, web sites, E- marketing and the user sessions continue
to double each year. In addition the Bureau tries to get additional value opportunities for Newport Beach by
• Database list of meeting planners and profiles
• Focus Group — either blind or announced focus group whereby Newport Beach would have access to
planners opinion of the destination, advertisements or other topics
• Free Web Site Listings for the month of the issue in which the ad runs to have a "quick connect ".
• Frequency discounts, rate protection, preferred page placement on advertising
• Hot date listings for member hotels on publication web sites
• Matching advertorial
• Membership list rentals a one -time mail list for direct marketing.
• Research study
• Telemarketing
• Web banners
Niche MeetittgMarkets Insurance and Medical and Healthcare meetings markets are a very targeted and
singled out audience in a unique segment of the meetings market.
• ICP Insurance Conference Planner is the official publication for ICPA, Insurance Conference Planners
Association which includes planners in the insurance and financial services who plan meetings,
incentives and training programs; its circulation goes to over 8,000. Some information on the
subscriber of ICP
o 50% indicate that their typical meeting attendance is fewer than 100 people which are an ideal
size for Newport Beach.
• o They plan an average of 15 meetings
o 1 in 3 have visited an advertiser's web site
o 1 in 4 has contacted an advertiser via e -mail, fax and /or phone
• Medical Meetings magazine is a niche publication. Its circulation goes to over 11,000 planners who are
involved in the planning of healthcare conferences. In more than 50% of the states in the US
physicians are required to pursue CME, continuing medical education units
• Physicians earn their CME by attending meetings
• The meeting's geographical location was the No. 1 factor influencing the physician to attend.
In addition, some of these publications also have industry specific tradeshows.
Broadband Media Meeting Magazines
• Meetings and Conventions produces targeted supplements providing current information and trends on
topics of concern. Destination features is an excellent lead- generating vehicle with editorial on specific
markets. Relationship marketing events help solidify current business or enhance future clients
through events - through golf or other events provide a supplier /client exchange. As an annual
directory, Gavelprovides a comprehensive reference for planners and matching advertorial for
information about the destination. Industry research by providing meeting market studies.
• Successful Meetings and Meetings and Conventions along with Meeting News are consistently chosen by
meeting planners as being very useful, that the readers read more than one issue. Meeting planners
when surveyed said that they became aware of a destination through
• Ads in the publication
• Received direct mail
• Called on by a Bureau staff
• Visited trade show booth
• Participated in a "TAM" (familiarization) trip
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• Visitor Centers and Visitorinformation Kiosks. The Bureau has a Visitor Center in its lobby and does
fulfillment to advertisements, e -mail, walk -in visitors, phone calls and conference servicing. The bureau
services the visitor and the convention delegates
• Phone requests average 129 a month
• E -mail requests have been growing to over 450 a month
• Walk in visitors 124 a month
• Conference servicing 70 a year
• 100,000 visitor guides distributed through Newport Beach's hotels, airport, restaurants, and visitor
information centers at Fashion Island.
In addition the Bureau has two VIK, Visitor Information Kiosks, at the Newport Beach Pier and Balboa Pier
which list the member- attractions, hotels and restaurants and has a direct dial phone to the Bureau for
assistance. At Fashion Island the concierge desk as well as John Wayne airport distributes the Visitor Guides.
Estimating the ROI on advertising we are making these projections based upon reasonable assumptions, given
the current economic conditions and this reflects the Bureau's best judgment at the present time —
• Circulation and creating awareness to over 3.2 million prospects in the meetings market done
in fiscal budget year 200405.
• Fulfillment to
0 2,400 telephone calls
0 7,200 e -mail requests
0 3,000 business reply cards from magazines
o The Bureau estimates that a minimum of 25 %3 of those inquiries convert to stays in
the Newport Beach area
Therefore we project for 2005 -6
• Servicing 4,779 conventioneers in budget year 2004 -05 which we project represents
approximately 9,125 room nights4. For 2005 -6 we project 5,000 of conventioneers equating to
10,500 room nights for a projected revenue of $4,500,000.
• Distribute over 100,000 visitor guides annually
Consumer and Visitor Advertising
The visitor and consumer is a high priority for the Newport Beach Conference and Visitors Bureau because of
its very positive contributions toward economic development and job creation for Newport Beach. The
Newport Beach Conference and Visitors Bureau's primary objective is to promote Newport Beach as a
premiere leisure destination that is desirable and a safe place to take a vacation. The success of the consumer
and visitor industry is extremely important to the City of Newport Beach's well being. In addition to getting
visitors to come to Newport Beach the Bureau promotes that the visitor should extend their length of stay and
engages in more activities in Newport Beach. All the advertisements direct the consumer to the Bureau's
program rich web site and the 800 phone number providing some tracking of the requests for information and
a timely response for fulfillment. Bureau campaign uses magazine publications targeted to these key market
areas — California, Arizona and Nevada. One of the Bureau's strategies is to place the advertising insertions in
the late spring to provide a very high impact message and leverage the publication dollars as much as possible
to appeal to the summer vacation traveler.
In addition the Newport Beach Conference and Visitors Bureau are on the State of California's and the OCTC,
Orange County Tourism Council's web sites. These web sites have extensive travel and tourism entities and
• 3 The Bureau makes the assumption that of those inquires via telephone, e-mail and replies to ads that a
conservative number of 25% of those inquires convert to definite bookings
° Same as foot note #2
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• they also serve as a "portal" to the Bureau's tourism - related members. Both of these web sites have a "call to
action" section whereby the visitor can request specific information on Newport Beach.
•
Some highlights about the insertions in the consumer and visitor publications
• Ari .Zona Republic Newspaper- the Orange County guide targeted to the vacationers with calendar of
events and maps
• Better Homes and Garden and Ladies Homejournal - the combined distribution goes to over 2.5 Million
households and is considered the Authority on Family Travel and Vacations. In May they have a
California travel section.
• California Tour and Travel is a quarterly guide to California and features getaway packages. It is
distributed to 50,000 quarterly and through Northern California AAA, hotel concierge desks and
visitor centers.
• Southwest Airlines Spirit Magazine is the in -flight travel airline magazine. Southwest is a major airline
carrier for Orange County /John Wayne Airport.
• Sunset Magazine - In an attempt to promote visitors taking vacations in some of the slower seasons, a
Winter Get Away November, Romantic Get Away in February as well as an insertion in the April
American issues. Over 1 million Sunset subscribers have visited Southern California in the past three
years. This issue targets California, Arizona and Nevada, In addition to the ad in Sunset, the value
added of reading service listings (business response cards) and hot links to www.visitcaiifornia.com-
Additional distribution at selected Sunset sponsored events. With the June issue of Sunset creation of
"The Best of California Drives" which contains maps and driving itineraries. An inspiration for day,
weekend and weeklong drives around California. Bonus distribution to California Welcome Centers
and CVBs.
• Travel and L.eisurr - November 2005 issue is aimed at Winter Getaways, February 2006 is targeting the
Romantic Getaways and the April issue concentrates on the United States - targets the Western Region
from Arizona to Minnesota. Travel and Leisure's readership is affluent and frequent travelers with
expendable incomes to travel, golf, shop and enjoy leisure activities. On average the T&L reader takes
twice as many leisure trips as the national travel sample. The readers are also influenced by brand
images and "World Best" and rankings carry more weight with these readers.
• lFeslua s Magazine is AAA to the western states and a targeted campaign for the Small Inns for the
need months of winter — November and December through Spring January to April with emphasize
on Family in the winter issue Nov /Dec; Romance in the Jan / Feb issue and Business in the
March /April issue.
• Orange County Registernewspaper and The Reunion Network for weddings, special events and banquet
markets for the unique venues, hotels and restaurants
• LA Times advertising to the drive market
• Sacramento Bee and the family of Bee papers in Modesto and Bakersfield for the drive market and
summer beat the heat market.
Estimating the ROI on consumer and visitor advertising we are making these projections based upon
reasonable assumptions, given the current economic conditions and this reflects the Bureau's best judgment at
the present time.
• Circulation and crating awareness to over 11 million potential prospects in the leisure market
• Fulfillment to
o The Bureau estimates that a minimum of 25%5 of those inquires convert to stays in the
Newport Beach area.
5 The Bureau makes the assumption that of those inquires via telephone, e-mail and replies to ads that a
conservative number of 25% of those inquires convert to booked ovemight accommodations.
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NEWPORT BEACH
NEWPORT BEACH
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NEWPORT BEACH "Af I, I! t: 1, 5 EVENTS & WEDDINGS CETAVAI' 80ATIN' DININC. STA7:N,',- PL-r!N';m
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