north lake tahoe performance report€¦ · total leads number of brochure / planner requests 3612...

North Lake Tahoe Performance ReportApril through September 2011

table of contents

Introduction 1

Marketing & Advertising 2

Public Relations 17

Social Media 21

Special Projects 30

Conference Sales 36

Leisure Sales 40

Performance Measurements 44

north lake tahoe visitors & convention bureau

introduction

We at the North Lake Tahoe Resort Association (NLTRA) are happy to present our Six Month Performance Report – April to September 2011. This report documents our Tourism efforts and results from the past period, as well as showcases a variety of samples of our consumer communications from our various departments. The North Lake Tahoe Resort Association Tourism Department is comprised of Marketing and Promotions, Consumer Website, Social Media, Public Relations, Special Projects and Events, Leisure Sales and Conference Sales. This six month report covers the 4th Quarter of fiscal year 2010/11, representing the end of the past fiscal year, and the 1st Quarter of fiscal year 2011/12, representing the start of the new fiscal year.

As this period began, the strong winter season experienced last year continued its hold on the North Lake Tahoe region. Resorts reported over 100 inches of additional snow falling above 8,000 feet between April 1 and June 6, bringing a seasonal snowfall total to over 800 annual inches. As Lake Tahoe prepared for what was anticipated to be a major highlight of the 2011 season, Mother Winter had other thoughts. Lake Tahoe as a region was awarded the 2011 Amgen Tour of California (ATOC) Overall Start, Stage 1 Finish and Stage 2 Start. An unprecedented basin-wide promotional and operational effort was thwarted by the cancellation of all three stages due to a fluke snowstorm that dropped close to 2 feet of snow in the upper elevations over the May 15-17 period. Although certainly a disappointment, the North Lake Tahoe community can take pride in the fact that every element of the ATOC that we had control over was delivered beyond the tour organizers expectations. We continue to work with the race organizers to once again bring this prestigious, international bike race to the shores of Lake Tahoe.

As Tahoe locals know, seasons change quickly, and soon the summer season was upon North Lake Tahoe. Great weather, stabilizing gas prices and a calming of economic concerns pointed to a season of solid business forecast according to the Mountain Travel Research Project (MTRiP). MTRiP data is complied monthly and is participated by many North Lake Tahoe properties as a viable occupancy reporting vehicle. With our continued marketing focus on the core California market and a consumer showing a strong willingness to travel to the Lake Tahoe region, the summer season indicators were quite positive.

The NLTRA’s tourism effort continue to be guided by the overall goals and objectives of the Resort Association’s strategic plans as directed by the Association’s Board of Directors with input by the various community volunteer committees. We also recognize the efforts of our partnership with the Incline Village Crystal Bay Visitors Bureau, who we partner with in the North Lake Tahoe Marketing Cooperative to promote and market the entire North Lake Tahoe region as a single vacation destination to the traveling consumer. Through this report, we look back at the past six months at all of our tourism initiatives and projects, but also we use this report as a measurement to set the bar higher for next period. We look forward to working with all our partners and serving our community in the years to come.

1

north lake tahoe visitors & convention bureau 2

marketing & advertising

During this six-month period consumer advertising was placed in various regional and destination publications. The 4th Quarter represents the early summer media insertion targeted primarily at our destination/fly markets and tends to run in the May and June time periods. Media included Via, Diablo Magazine, LA Times Magazine, Outside Magazine, CTTC Golf Program Guide and Sunset Summer Trips Guide. Year round travel planner publications also continued to be distributed through the State of California, as well as AAA Tourbook. Our outdoor board campaign in on the Bay Bridge in San Francisco continued throughout the quarter. Additional Bay Area radio buys were placed in April to promote the extended North Tahoe Ski product. Bay Area radio was placed in June to promote the start of the North Lake Tahoe summer vacation product. Various internet and web campaigns were also conducted. Monthly email blasts are sent to over 35,000 opt in names in our electronic database. Several cooperative marketing programs were also conducted during this time, including participation in the North Lake Tahoe Wedding and Honeymoon promotion, the Regional Marketing Committee, Mountain Travel Research Project, Sierra Ski Marketing Council and California Snow.

The final media placements were placed for the Lake Tahoe stages of the Amgen Tour of California race. This included placement with Sierra Nevada Media Group, Adventure Sports Journal, Competitor Magazine, Cycle California, Cycle Utah, Southern California Bicyclists, outdoor, radio, internet, mobile and social interaction.

The 1st Quarter had consumer advertising placed in various regional and destination publications. Print media insertions during this quarter included Sunset Magazine Bay Area, Sunset Magazine LA Area, and Outside Magazine. A two-week radio campaign in the Bay Area ran in late August to tee up the fall travel season. A four station buy was developed and included an extensive promotional campaign as well. Year round travel planner publications also continued to be distributed through the State of California. Our outdoor board campaign on the Bay Bridge in San Francisco continued throughout the quarter. North Lake Tahoe specific wedding advertising was placed in SF Magazine and Exquisite Weddings as well as various internet campaigns. North Tahoe’s High Notes campaign was supported with insertions in Reno News and Review, Sacramento News and Review, SF Weekly, Adventure Sports Journal, Gold Country News, radio spots in both Reno and the Bay Area, as well as an extensive internet campaign designed to drive awareness of the summer-long music series at North Lake Tahoe. Several cooperative marketing programs were also conducted during this time, including participation in the Regional Marketing Committee, Hotel Travel Index and Mountain Travel Research Project, Sierra Ski Marketing Council and California Snow.


Advertising Samples

Print: VIA Discover - May/June

Circulation : 2,780,000 (non-paid) no change in circ. Frequency : Bi-Monthly Demographics : 53% Female $75,254 Median HHI 47 Median Age 38% Visited Lake Tahoe in the past year Distribution : 90% Northern CA 10% Nevada & Utah Discover Insert Circulation : 500,000 Demographics : Greater Bay Area & Sacramento subscribers with a household income of $75,000+

On the sidelines of the battle between who’s more blue – the lake or the sky – are hiking and biking trails that test lungs, waters that lure the wide eyed, views that inspire silence and summer long events (such as the High Notes music series) that fuel the soul. Discover specials on everything from activities to lodging - quaint cabins, small inns and bed & breakfasts to upscale resorts and vacation homes. Just visit Cool Deals today.

GoTahoeNorth.com | 800.Tahoe4ULake Tahoe No. 1 ski destination with Rand McNally and Orbitz and No. 1 travel destination with TripAdvisor!

n is for north


Advertising Samples

Print: Outside Magazine (Western Circulation) May (full page, 4C in Bike Special Section)

Active lifestyle magazine which covers the adventure, sports, travel, personalities, health and fitness, gear, literature, and environmental issues of the world outside. Circulation : 686,710 (ABC Audit, paid) 222,750 (Western Circ) 91% Subscription 9% Single copy sales Distribution : 12% California, 0.9% Nevada, 2.5% Massachusetts, 5.5% New York, 6% Texas Frequency : Monthly Format : Standard Magazine Demographics : 66.52% Male 33.48% Female 75.79% Age 25 –54 (Index 133) 21.89% Individual Income $75K+ (Index 235) 15.03% Ski/Board past year (Index 400) 3.78% Ski vacation past year (Index 503) 12.56% Visit California past year (Index 158)

446_8544 Outside Ad MaySmith + Jones, Inc. 03/02/11 mM CMYK, PDFX-1afull page, full bleed, trim: 8” x 10 7/8”

One moment, a thousand skinny tires are whipping up a frenzy on roads buzzing past mountains, beaches and forests. An hour later you’re in the saddle yourself, handlebars fi rmly aimed at new horizons. Such is the allure of biking in North Lake Tahoe, the Stage 1 fi nish and Stage 2 start of the Amgen Tour of California, North America’s largest cycling event. The Amgen race runs May 13-16. As for North Tahoe’s amazing trails and roads, they’re eagerly awaiting your arrival — any time, any day. Check out our website for Cool Deals as well as daily fl ights, shuttle info and a taste of adventure.

GoTahoeNorth.com | 800.Tahoe4U

Lake Tahoe No. 1 ski destination with Rand McNally and Orbitz.No.1 travel destination with TripAdvisor.


Advertising Samples

Print: Sunset Magazine “Sunset Summer Trips” May (full page, 4C)

Each year, Sunset readers use this informative travel guide as a resource for enjoying the diverse wonderland that is the West. From close-to-home fun to three-day weekend excursions to spectacular destinations around the West, Summer Trips leads readers to the top vacation choices of 2009.

Circulation : 140,000 (100% paid) Sold at newsstands in the 12 Western States Frequency : Annual Size : 1/3 page Color : 4-Color On Sale Date : May – July 2011 Cost : $7,500

On the sidelines of the battle between who’s more blue – the lake or the sky – are hiking and biking trails that test lungs, waters that lure the wide eyed, views that inspire silence and summer long events (such as the High Notes music series) that fuel the soul. Discover specials on everything from activities to lodging - quaint cabins, small inns and bed & breakfasts to upscale resorts and vacation homes. Just visit Cool Deals today.

GoTahoeNorth.com | 800.Tahoe4ULake Tahoe No. 1 ski destination with Rand McNally and Orbitz. No. 1 travel destination with TripAdvisor.

n is for north


Advertising Samples

Print: Diablo Magazine - June

Covering topics ranging from travel, culture, and personalities to entertainment, recreation, and food, Diablo magazine is the only monthly publication written specifically for the San Francisco East Bay market—from Central Contra Costa, into the Oakland and Berkeley Hills, and throughout the Tri-Valley.

Circulation : 40,000 (7% paid) Demographics : 48 Median Age 71% Female $305,000 Mean HHI 36% Adults 35-54 with HHI of $100k+ (Index 181) 27% Bike/Mountain Bike (Index 142) 33% Golf (Index 290) 27% Hike/Backpack (Index 119) 34% Visited Lake Tahoe past 12 months (Index 160) 97% Live in Contra Costa or Alameda Counties (Index 283) Discover Insert Circulation : 500,000 Demographics : Greater Bay Area & Sacramento subscribers with a household income of $75,000+

The soundtrack of life at North Tahoe swings wonderfully from rock to Bach, both tempos alluring in their own ways. There’s the adrenaline overdrive of biking, hiking and whipping up water and the more serene allures of golfi ng, dining, catching a High Notes concert or planting oneself on a beach. All a short, scenic road trip away. For great values on lodging ranging from quaint cabins and small inns to upscale resorts and vacation homes, visit Cool Deals today.


n is for north

446_8567 Diablo Magazine JuneSmith + Jones, Inc. 04/12/11 gG CMYK, Full-page, Full-bleed, Trim 9”x 10.75”PDFX-1a


Advertising Samples

Print: LA Times Magazine - June

Circulation : 400,000 Distribution : 85% home delivery to the most affluent Sunday LA Times subscribers 15% newsstand & retail locations Frequency : Monthly/First Sunday Demographics : 51% Male 49% Female 49.54% Age 25 –54 (Index 85) 37.17% Children in HH (Index 78) 15.78% Upscale hotel past year (Index 148) 4.33% Visit Tahoe past year (Index 125) 50.92% HHI $75K+ (Index 134)

The soundtrack of life at North Tahoe swings wonderfully from rock to Bach, both tempos alluring in their own ways. There’s the adrenaline overdrive of biking, hiking and whipping up water and the more serene allures of golfi ng, dining, catching a High Notes concert or planting oneself on a beach. All an easy fl ight away. For great values on lodging ranging from quaint cabins and small inns to upscale resorts and vacation homes, visit Cool Deals today.


n is for north

446_8572 LA Times Sunday MagazineSmith + Jones, Inc. 04/14/11 gG CMYK, Half-page Horizontal Bleed, Trim 8.375 x 5.625”PDFX-1a


Advertising Samples

Print: Outside Magazine (Western Circulation) - July - (½ Page Island)

Active lifestyle magazine which covers the adventure, sports, travel, personalities, health and fitness, gear, literature, and environmental issues of the world outside.

Circulation : 686,710 (ABC Audit, paid) 222,750 (Western Circ) 91% Subscription 9% Single copy sales Distribution : 12% California, 0.9% Nevada, 2.5% Massachusetts, 5.5% New York, 6% Texas Frequency : Monthly Format : Standard Magazine Demographics : 66.52% Male 33.48% Female 75.79% Age 25 –54 (Index 133) 21.89% Individual Income $75K+ (Index 235) 15.03% Ski/Board past year (Index 400) 3.78% Ski vacation past year (Index 503) 12.56% Visit California past year (Index 158)

Two climbs, one sidehill and a timely descent reward you with a sheen of glistening brow beads proudly earned on thigh-grinding trails while below, in boulder-pocked coves, kayakers and paddleboards ply North Tahoe’s crystal waters. All in a place easily reached by plane or car. For values on lodging ranging from cabins and inns to resorts and vacation homes, visit Cool Deals.


n is for north

466_8571 Outside Magazine JulySmith + Jones, Inc. 04/21/11 gG CMYK, Half Page Island Bleed, 5.0625 x 7.75” Trim, PDFX-1a


Advertising Samples

Print: Sunset Magazine (Inside Bay Area) - September

Circulation : 141,450 (Paid) Frequency : 4x/year Demographic : 39% Male 61% Female Average HHI : $237,300 Median Age : 52 Distribution : Affluent Sunset subscribers in San Francisco, Marin, Contra Costa, Alameda, San Mateo and Santa Clara Ad Size : ½ page Color : 4 Color

As school bells come out of hibernation and calendars fl ip from summer to autumn, a beautiful thing happens here: life settles down while values heat up. Under sunny skies, the “secret season” translates into quiet times for hikers, bikers, paddlers and golfers, all complemented by a lineup of events, activities and deals as colorful as the season itself. All an easy drive up I-80 or a quick fl ight and drive from Reno Tahoe International Airport.


n is for north

446_8595 Sunset Magazine - Bay AreaSmith + Jones, Inc. 06/17/11 gG CMYK, Half-page Horizontal Bleed, Trim 8.375 x 5.1875”PDFX-1a


Advertising Samples

Print: Sunset Magazine (So CA Insider) - September

Circulation : 137,025 (Paid) Frequency : 4x/year Demographic : 37% Male 63% Female Average HHI : $234,600 Median Age : 53 Distribution : Greater Los Angeles Area Ad Size : ½ page Color : 4 Color

As school bells come out of hibernation and calendars fl ip from summer to autumn, a beautiful thing happens here: life settles down while values heat up. Under sunny skies, the “secret season” translates into quiet times for hikers, bikers, paddlers and golfers, all complemented by a lineup of events, activities and deals as colorful as the season itself. Getting there’s a snap too, with daily non-stops and a 45 minute drive from Reno Tahoe International Airport.


n is for north

446_8595 Sunset MagazineSmith + Jones, Inc. 06/17/11 mM CMYK, Half-page Horizontal Bleed, Trim 8.375 x 5.1875”PDFX-1a

10


Advertising Samples

Print: California Golf Coop (distributed by CTTC)

Fulfillment piece used by CTTC for anyone requesting CA golf information. Distributed at: California Welcome Centers, 18-20 golf/travel consumer shows we exhibit at annually throughout US/Canada, CTTC Media Shows, International CTTC offices (UK; Japan; Germany; China; Australia), select pro and/or charity tournaments, select golf resorts/hotels, and golf retail locations.

Circulation : 50,000 Frequency : Annual, drops January 2010 Color : 4-color Rate : $5,313 Savings : This is a 50% discount Deadlines : Space & materials are complete

Somewhere between the fi rst swing and fi nal putt, a fair amount of amazement occurs. Drives go further, scores trend lower, and even the most devout golfers tip their hats to the scenery that defi nes Tahoe. Equally impressive are the 10 local courses, 29 more within an hour’s drive, brilliant dining and great values, all found at Cool Deals.

GoTahoeNorth.com | 800.Tahoe4ULake Tahoe No. 1 ski destination with Rand McNally and Orbitz and No. 1 travel destination with TripAdvisor!

n is for north

11


Advertising Samples

Outdoor: June-September

Billboard Info: Outdoor Billboards (20’ x 60’ illuminated). Due to the situation that occurred with our long standing Bay Bridge location we set out to find a replacement location. We were able to secure a better location for the same price. This location is near our current location but it is bigger and a left read. We have secured this location until March 2013. We also get a second bonus location each month we run.

Location : I-80 east 200 ft. north of 3rd Street, west facing, left read West of the Bay Bridge Size : 20’ x 60’ Illuminated Months : June-September 2011 Monthly Impressions : 4.2 Million

Internet: Ad Roll is an ad network that allows advertisers to design uber-targeted campaigns by running on widely used sites with behavioral, content and geo-targeting, as well as niche sites whose audiences fit the target audience. Ad Roll is a transparent network providing reporting per site. They can do audience segmentation, retargeting specific ads and landing pages to individual visitor’s interests and can facilitate sequential advertising and search-based retargeting. The low CPM enables broad reach and results in an average cost per click from $0.50 to $2.50.

Retargeting Campaign

Time Period : May 15-September 15 Minimum Impressions : 1.2 million

GoTahoeNorth.com1”= 1’-0” (1/12 scale) 22’-8” x 10’-5” View + 8” Bleed

GoTahoeNorth.com1”= 1’-0” (1/12 scale) 22’-8” x 10’-5” View + 8” Bleed


Advertising Samples

Direct: June email

Sent to 35,399 recipients : 11.87% open rate 1.18% click thru rate (389 total)


Advertising Samples

Wedding Print Ad: Exquisite Weddings - Spring/Summer 2011(Sister publication of San Diego Magazine)

Inspires brides and brings together a powerful ensemble of luxury experience, engaging the dreamer and the romantic. The pub attracts a discerning wedding audience in San Diego.

Circulation : 20,000 (50% paid and 70% free) Distribution : 10,000: Newsstands 8,000 Bridal & Wedding Retail Outlets 2,000 Events 2,000 Direct Mail Frequency : Bi-Annual Format : Oversized Magazine

14

It’s no accident that the sun, the sky and the glass on the lake all conspired to bless your day. At North Lake Tahoe, moments of perfection arrive uncommonly often. And within those days are all the ingredients for that wedding and honeymoon that’s the stuff of dreams – the moment as it’s meant to be.

GoTahoeNorth.com/weddings 800.TAHOE4U

Lake Tahoe No. 1 winter destination with Orbitz.com for the 3rd year straight and No. 2 with TripAdvisor!

as it’s meant to be.


Advertising Samples

Wedding Print Ad: SF Magazine - July 2011

Provides an elegant, sophisticated inspiration for modern San Francisco brides. The magazine is published by the Modern Luxury Media, in conjunction with SF Magazine.

Circulation : 50,000 (20% paid) Distribution : 20% Newsstand 20% Targeted mail delivery 50% Luxury bridal retailers and service providers 10% Distribution at area bridal events Frequency : Bi-Annual (Spring/Summer and Fall/Winter) Format : Oversized Magazine Issue (Drops) : Spring/Summer (Drops: 1/01/11) Ad size : Full Page Color : 4 Color Added value : Included in resource listing pages online. Note : Deeper discount depending on total spend with SF Magazine.

It’s not only fi ne, but somehow fi tting, that the breath of a breeze in the pines found its way to your cheek and delicately rearranged the curl in your hair. And that a blue jay chirped in between “I” and “do.” And that the sun and the sky and the glass on the lake all conspired to bless your day.

At North Lake Tahoe, moments of perfection arrive in the most unexpected means. There’s the mountains, the lake, the beaches, meadows and slopes and intimate four-season settings that are bookends to the wedding and honeymoon that’s the stuff of dreams – the moment as it’s meant to be.

GoTahoeNorth.com/weddings | 800.TAHOE4ULake Tahoe No. 1 ski destination with Rand McNally and Orbitz. No. 1 travel destination with TripAdvisor.

as it’s meant to be.

446_8569 SF Magazine FallSmith + Jones, Inc. 04/19/11 gG CMYK, Full-page, Full-bleed, Trim 10 x 12”PDFX-1a

15


Advertising Samples

Internet: Online listing at mywedding.com

This is an online wedding guide site serving over 102 local U.S. markets. The site is promoted through a full page ad with InStyle Weddings Magazine, paid search and partnerships with local wedding shows. Site features include a map leading to local guides, a wedding blog, a guide to local wedding events and more than 300,000 free wedding websites where couples spend 12-15 months planning their wedding.

Website Statistics:

Avg. Monthly Page Views : 14 million Lake Tahoe Section Monthly Unique Visitors : 10,000 Avg. Monthly Unique Visitors : 1.2 million San Francisco Section Monthly Unique Visitors : 40,000

16


public relations

Sixty-nine news releases were distributed to our targeted media outlets during this period compared to 47 in the prior period, including distribution to national and regional print, broadcast and online entities.

The PR department fielded more than 234 media inquiries from journalists all over the world regarding North Lake Tahoe story ideas, as well as hosted 39 journalists on press trips, including 2 fams for the Amgen Tour (a pre-event and one during the race). Journalists attending represented the SF Chronicle, KFBK Radio, SFGate.com, PeterGreenberg.com, Bicycling Magazine, Rodale, VeloNews, Cycling News, Competitor Magazine and others.

As a part of the North Lake Tahoe Public Relations Plan, we attended the Pow Wow Media Marketplace in San Francisco in May to reach both international and domestic media, and we participated in a region-wide program, Golf the High Sierra Media Fam.

Through our fourth quarter public relations efforts, we’ve also generated noteworthy media coverage in a number of our targeted media outlets, including editorial in USA Today, Diablo Magazine, National Public Radio, Meetings West Magazine, Phoenix Magazine, LA Times, San Francisco Examiner, Sacramento Bee, SF Chronicle, Contra Costa Times, San Jose Mercury News, Long Beach Press-Telegram, Orange County Register, The Oregonian, San Bernardino Sun, KCRA-TV and KGO-Radio (SF) – worth approximately $1.3 million using a one-to-one-advertising equivalency.

Much of our first quarter media exposure was the result of our public relations efforts for “Push to the Pole,” and promoting the Tahoe adaptive athletes training for this South Pole expedition via an August Tahoe Paddle Event. Our public relations program generated editorial with KGO-Radio (SF), KFBK-AM (Sacramento), the Marin Independent Journal, KCRA-TV (Sacramento), NBCBayArea.com among others. The (late) opening of rafting along the Truckee River was also a priority public relations project this quarter via traditional media materials, including news releases and video news releases.

Through our first quarter public relations efforts, we’ve also generated noteworthy media coverage in a number of our targeted media outlets, including editorial in the San Francisco Chronicle, San Jose Mercury News, Oakland Tribune, Travel Weekly, Portland Monthly Magazine, Marin Magazine, Meetings West Magazine and Phoenix Magazine - worth approximately $1.4 million using a one-to-one-advertising equivalency.

17


Sample Pick Up Articles

18



20


social media

Through this six month period a variety of new tools have been implemented and tailored to enhance North Lake Tahoe’s social presence. Key activities include: addition of custom branded tabs and tools within the Facebook page; creation of custom-branded Foursquare page; continued posting based on organizational marketing messages; further integration of social sharing tools on blogs; and addition of new measurement tools.

On Facebook, fans have increased nearly 58% over the past period and continue to grow steadily. In addition, fan engagement is up with 51% more active users and 116% more feedback over the past quarter. Custom tabs include the “Explore North Lake Tahoe” photo slideshow featuring images of activities to enjoy at Tahoe related to key messages, a Vacation Planner flip book, RSS of the blog and RSS of the Twitter stream. Upcoming projects also include sweepstakes and deal shares to further engage existing users and encourage new fans.

Twitter for @TahoeNorth has increased followers by 70% over the prior period. Klout scoring (an assessment of influence, reach and amplification on Twitter) has maintained at 46-47 overall with @TahoeNorth ranked as a Specialist for California, Travel and Tourism, skiing and Lake Tahoe. Moving forward, we are creating additional lists hosted by North Lake Tahoe highlighting a variety of topics such as special events and businesses.

Blogging has been consistent with at minimum 2-3 posts per month, increasing as necessary, and we completed a four-part series on SUP at Tahoe to complement marketing messaging. The additional posting complements Public Relations efforts through repackaged content and complementary messaging. While blog analytics are managed through the website, social sharing analytics are roughly available with the addition of “Tweet” and “Like/Share” buttons integrated with Twitter and Facebook. Each post generally receives 2-5 Tweets and up to 30 or more Likes/Shares.

Flickr and YouTube continue to support social networking efforts and serve as a starting point for image and video sharing. Foursquare, now branded, serves as a basis for “insider tips” for travelers visiting Tahoe. Moving forward we are working with Foursquare to create custom North Lake Tahoe Badges that users can earn for visiting and checking in to locations throughout the area.

In the coming months we are increasing North Lake Tahoe’s social engagement with community partners and businesses by building a social toolkit to assist them with engaging online. In addition, we’ll be working to engage North Lake Tahoe customers further in social networking channels through targeted email campaigns tied in with sweepstakes and other exclusive opportunities that further the North Lake Tahoe brand.


Social Samples

SUP Summer Sizzles Sweeps

Ad

22


Social Samples

Autumn Food & Wine Festival Sweepstakes

Ads

23


Social Samples

Posts


Social Samples

Posts

25


Social Samples

Posts

26


Facebook Stats


Twitter

Blog


special projects

The special events department continues to actively partner with and support various community events, as well as develop NLTRA produced special events, projects and promotions.

Lake Tahoe Stand Up Paddleboard Series May-September 2011Now in its second year, paddleboard race promoters produced a summer-long series of races, which helps establish and promote Lake Tahoe as the premier and largest flat water paddle venue in the country and paddleboard destination. Since paddleboarding was recognized as a new Board initiative, the Marketing Committee and staff have assisted in developing a marketing plan and PR campaign for the series, and funding assistance was granted through the Community Grant Funding. Race dates were: The Donner Lake 5 miler, May 28; The Thunderbird Run, June; Lake Tahoe Paddlefest, June 25-26; Jam to the Dam, July 9; the Ta-hoe Nalu August 13-14; and the Tahoe Fall Classic, September 18. Attendance at the early races have met or exceeded expectations, and the region has received very strong PR coverage for the series.

26th Anniversary Celebration Lake Tahoe Autumn Food And Wine Festival September 10-12, 2011Staff developed the schedule of events, including guest chefs, seminars, wine events, children and family events, food functions and the Sunday Grand Tasting. Friday’s activities include the Grape Stomp and Vineyard Luncheon. The department contracted the following major sponsors: Sunset Magazine, Northstar, NorCal Beverage Company (Stella Artois), Tahoe Quarterly Magazine, Charbay Artisan Winery and Distillery, the Tahoe Mountain Resorts Foundation, and Sierra Nevada Media Group. The complete event schedule was available at www.TahoeFoodandWine.com.

The event and Sunset Magazine cross promoted on websites, email blasts, banner advertising, and the NLTRA’s participation in Sunset Celebration Weekend, a consumer trade show that drew over 26,000 people. Additionally, the event was cross promoted by all partner/sponsors, giving the event a reach it has never experienced in the past. Edible-Reno Magazine also featured the event in the July and August issues at no charge.

The Special Projects Manager developed the event website: www.TahoeFoodandWine.com, as well as the direct mail brochure and event program.

Amgen Tour Of California Bike Race May 2011In a cooperative effort, North Shore and South Shore VCB’s joined forces to produce the Stage 1 Start (South Shore), Stage 1 Finish, (Northstar at Tahoe) and Stage 2 Start (Squaw Valley) of this very broad-based, state-wide bicycle race. Staff sits on the Local Organizing Committee as Director of Operations and Co-Tour Director.

Tahoe was awarded the bid for Stage 1 and 2, but unseasonal weather forced the cancellation of all the Tahoe stages of the race and the overall start was moved to Nevada City. Staff has received a request for bid for a stage in the 2012 race, which we will definitely bid on. Community support was unanimous to bring this event to Tahoe. Lodging properties, retail, volunteers, state, county and local officials have all given their written support and the cooperation of all these entities is unprecedented.

Lake Tahoe Big Blue Adventure Race September 17, 2011NLTRA has been presenting sponsor of this event since its inception in 2003 and supports the event with funding, marketing assistance and press releases to the media. The Tahoe Big Blue Adventure Race is comprised of adventurous multi-sport races and outdoor, off-road events in which teams and individuals participate and compete in a variety of activities and sport including: kayaking, canoeing, mountain biking, trail running, orienteering, navigation, high ropes skills, and other disciplines. As presenting sponsor, North Lake Tahoe is included on all collateral, race start/finish line, website, and press releases for the entire Big Blue Adventure race series, held in seven California locations, with the Championships held in North Lake Tahoe every year. The call to action is to our www.GoTahoeNorth.com website for lodging in the North Shore during the race.

30


Fall Event ScheduleThe Fall Event schedule was developed as a PR campaign to bring awareness of the “third” season in North Lake Tahoe, featuring the many special events that take place after Labor Day and run through the middle of November.

Events included: The Tahoe Big Blue Adventure Race, Lake Tahoe Marathon Week, Lake Tahoe Big Blue Adventure Race, Lake Tahoe Autumn Food & Wine Festival, Triathlons, Art Bark Fest, Native American Basket Weaver Market, Kings Beach Arts and Crafts Shows, Passport to Dining, Foam Fest, Ta-hoe Nalu Paddleboard Races, Chocolate Festival and the NTHS Booster Club Elegant Affair Wine Tasting, and others. The criteria for events to be listed under the Fall schedule is that they must be either a ticketed event, a spectator event, or an event that has strong local and destination visitor appeal.

Community Special Event GrantsA requirement for all special event grants funded by the NLTRA to community event producers is for the producer to meet with staff to review and consult on their marketing and PR strategies and to make recommendations on collaborations, media buys, marketing plans and outreach.

Website Management And Daily Updates:Staff directs the daily content management of www.GoTahoeNorth.com, the VisitCalifornia.com site (CTTC) for North Lake Tahoe, and events listings on www.visitthehighsierra.com and does daily updates on www.TahoeFoodandWine.com.

Staff also works closely with the Tourism Director on many marketing projects, and also with the Director of Sales in procuring inbound groups that need assistance in their special events planning needs.

Advertising Samples

High Notes Internet: Banners and ads linking back to the High Notes splash page included:

•WineCountry.comBannerAd(20,000impressions7/1-8/31) •Zvents.comCPCTextListing •UrbanSpoon.com(100,000impressionsgeo-targetedtoSac&SF) •EdibleCommunities(addedvalue)Nationale-newsletterto40,000-text&link •Google/YahooPaidSearch-CPCTextListing •FacebookCPCTextListingGeo:SF/Sac/Reno.Likes:TopChef,Wine,FoodNetwork,etc.

31


Advertising Samples

High Notes Print Ad: San Francisco Weekly

Circulation : 100,000 (non-paid) Frequency : Weekly – Wednesdays Demographics : 54.64% Age 25-49; Index: 116 47.17% Age 35-54; Index: 118 21.14% Visit Lake Tahoe Past 12 Months; Index: 98 21.52% Attended a Rock Concert; Index: 159 18.22% Attended Other Concert (Jazz, Big Band); Index: 152

high notes

north lake tahoe summerlong music

Woven into the summer skies that stretch from beaches to pines to lofty meadows is a medley of tunes ranging from reggae and rock to classic and pop. A summerlong lineup of free concerts and big ticket names appearing al fresco as well as in legendary showrooms and intimate pubs. And all accompanied by that class act known as Lake Tahoe.

free weekly music seriesTuesdays Bluesdays at the Village at Squaw Valley USA • July 12 - August 30 Wednesdays Truckee Regional Park • June 15 - August 24 Thursdays Cottonwood Restaurant • June 2 - September 29 Truckee Downtown • June 16 - August 25 Fridays Cottonwood Restaurant • June 3 - September 16 Kings Beach State Park • July 1 - August 19 Saturdays Music at the Village, Northstar at TahoeTM• June 18 - August 27 Sundays Tahoe City Commons Beach • June 19 - September 4 Music at the Village, Northstar at TahoeTM• June 19 - August 28

music festivals KT Concert Series at Squaw Valley USA • July 1 - September 2 Lake Tahoe Music Festival at Northstar at TahoeTM • July 21 - August 25 10th Annual Brews, Jazz & Funk Fest at Squaw Valley USA • August 13 - 14

headlinersAUGUST15 Jelly Bread Sand Harbor21 Mama’s Cooking & Dead Winter Carpenters Tahoe City25 Michael Bolton Village at Northstar™30 Grand Finale: Roy Rogers & The Delta Rhythm Kings Village at Squaw Valley USASEPTEMBER 2 Zoo Station - A Tribute to U2 Squaw Valley USA4 The Mother Hips & The Beer Gardeners Tahoe City 4 Nicki Bluhm & the Gramblers Tahoe City17 Austin Legend - James McMurtry Crystal Bay Club Casino24 Reckless Kelly - Jeffrey Halford & the Healers Crystal Bay Club Casino

Get the details on these events and more at TahoeHighNotes.com or 800.TAHOE.4U

446_8036 SF Weekly JulySmith + Jones, Inc. 07/21/10 mM CMYK, 6.9896 x 11”, PDFX-1a

32


Advertising Samples

Amgen Website

33


Advertising Samples

AFW Print Ad: San Francisco Magazine August Food Issue

Circulation : 102,169; full page ad

34

Join fans of fi ne wine, good times and great food for the high point of autumn at Lake Tahoe. In addition to competitions among renowned chefs, the skies of Northstar will resonate with music, art, wine, classes, tastings, a grape stomp and Sunday’s Culinary Competition and Grand Tasting.

TahoeFoodandWine.com | 888.229.2193

Produced by the North Lake Tahoe Resort Association. A fundraiser for the Community Fund of North Lake Tahoe, through the 501 © (3) Truckee Tahoe Community Foundation.

L A K E TA H O E autumn food and wine F E S T I VA L

a celebration of the senses

SEPTEMBER 9-11The Village at NorthstarTM

WIN AN AFW WEEKEND GETAWAYTahoeFoodandWine.com/giveaway

50_8031 San Francisco MagazineSmith + Jones, Inc. 06/27/11 gG CMYK, Half Page Horizontal, 4.625 x 5.625” PDFX-1a

26TH ANNUAL


Advertising Samples

AFW Postcard Approx. 8,000 mailed to the AFW database

Douglas Dale Lars Kronmark Mark Estee Lara Ritchie David Lutz Sean Conry Jason Gronlund

l a k e ta h o e autumn food and wine f e s t i va l

a celebration of the senses

september 9-11The Village at NorthstarTM

26th annuaL

Friday, September 9

• Village Grape Stomp Competition and

Vineyard Luncheon

• Winemaker Dinners and special tasting

events, north Lake tahoe

Saturday, September 10

• Outdoor Grilling Chef Mark Estee, Moody’s Bistro & Lounge, Truckee

• Cooking with Hard Rock Café Executive Chef Jason Gronlund, Hard Rock Worldwide

• Some Like It Hot Food and Wine Sensory Training Chef Instructor Lars Kronmark, Culinary Institute of America, Napa Valley

Save the dates and your appetite

Event tickets and lodging packages

available online. Lake tahoe

Autumn Food & Wine, just one of

many Fabulous Fall events. Visit us

at GoTahoeNorth.com/fall or call

800.tahoe4u.

TahoeFoodandWine.com 888.229.2193

• Santa Cruz Appellation Vintners Wine and

Fiscalini Cheese Pairing

• Discovery Tasting of Lake County Appellation Wines

• Blazing Pans Mountain Chef Cook-Off© with Chef David Lutz, Evergreen, Tahoe City Chef Sean Conry, Longboards Bar & Grille, Graeagle

• Family Hands-On Cooking Classes Chef / Owner Lara Ritchie, Nothing To It Culinary Center, Reno

• Cuisine Unique Cooking Demo Chef Douglas Dale, Wolfdale’s, Tahoe City

• Charbay Artisan Winery & Distillery Release Party

• Gourmet Marketplace, Wine and Brew Walk

• North Shore and Truckee Restaurants Special

tasting Events

Sunday, September 11

Culinary Competition and Grand tasting Pairings from the area’s top chefs and world-class

wines; premium wines on Vineyard Row; Gourmet

Marketplace; live entertainment; Tahoe Plein Air

Painting event; and a silent auction.

North Lake Tahoe Resort Association P.O. Box 5459 Tahoe City, CA 96145

*Program subject to change. Festival proceeds rain or shine. Free parking. Event is free with the exception of wine and spirits related events, ticketed seminars and workshops

Please Recycle

Presorted Standard U.S. PostagePAIDPermit No. 200Reno, NV

l a k e ta h o e autumn food and wine f e s t i va l

26th annuaL

schedule of events

35


conference sales

The Conference Sales department saw a decrease in leads generated, room nights booked and revenue booked in Q4 10/11 versus Q4 09/10. Groups arrived and revenue arrived was also down significantly. This is in line with the overall state of the meetings and conventions industry, which has seen a dramatic decrease over the past three years. Several key initiatives have been developed and implemented to help counter this downward trend. These include the preparation for hiring a new sales manager, redirecting a percentage of national media expenditures to direct sales effort in key targeted markets and market segments, and specifically concentrating efforts on destinations with strong non-stop air service to Reno Tahoe International Airport. We also continued to focus on the Association business that showed continued strength throughout the downturn in the industry. These efforts have generated positive results as shown in our early Q1 activity for FY 11/12.

Staff hosted a number of site visits and attended trade events, including Davis Imaging, California Association of Highway Patrolmen, Meeting Industry Ladies Open golf tournament, Affordable Meetings trade show, Rocky Mountain Mineral Law Institute, Western Orthopedic, International Mountain Bicycling Association, and the Annual Reunion Golf Classic at Lake Tahoe.

There were some very encouraging signs in the first quarter of FY 11/12. The quarter ended with record bookings of $1,400,000, which was a dramatic increase over $126,000 booked in Q1 10/11. The number of leads was also up slightly over prior year. The only negative sign was that arrivals were down roughly 40% from prior year. We continue to pace ahead of budget for FY 11/12 and look forward to continued success for the remainder of the year.

Staff hosted a number of site visits and attended trade events, including Summit Series, Smart Mart Denver, American Society of Association Executives Annual Meeting & Exhibition, Smart Mart Chicago, Lake Tahoe Interactive Expo in San Ramon, CA and San Francisco, National Association of State Retirement Agencies, and American Public Gas Association.

36


Advertising Samples

Print Ad: Meetings West April 2011

Meetings West delivers news, features and destination information on the Western United States, Western Canada and Mexico meetings market to a national audience of qualified meeting planning professionals who plan meetings in these regions. Meetings West informs readers about hotel and conference facilities, interesting event venues, renovation updates and topical articles of general interest.

Circulation : 35,064 (BPA, 100% qualified, non-paid) Frequency : Monthly Format : Magazine Color : 4C Ad size : Full page (10” x 11”)

Squaw Valley USA530.584.6229TheVillageatSquaw.com

n is for northNORTH LAKE TAHOE VCB FEATURED PARTNERS

Beyond the beauty of North Lake Tahoe are the brains: the venues, personnel and infrastructure that make getting down to business as pleasant as escaping it. It’s a rare balance of mother nature and human nature that makes for one very productive gathering that won’t soon be forgotten.

• More value with special rates and deals • Free professional planning services • Easy access to Reno/Tahoe International Airport• Frequent, scheduled & affordable daily airport shuttles

To submit an RFP to the North Lake Tahoe VCB or to download our newsletter, visit:

GoTahoeNorth.com/meetings800.462.5196

Lake Tahoe No. 1 ski destination with Rand McNally and Orbitz and No. 1 travel destination with TripAdvisor!

Hyatt Regency Lake Tahoe Resort,Spa & Casino800.510.4891 LakeTahoe.Hyatt.com

Granlibakken Conference Center& Lodge877.552.6304 Granlibakken.com

Squaw Valley Lodge800.527.2481SquawValleyLodge.com

Ritz-Carlton, Lake Tahoe530.562.3000RitzCarlton.com/laketahoe

Resort at Squaw Creek530.583.6300SquawCreek.com

37


Advertising Samples

Print Ad: Successful Meetings June 2011

Circulation : 72,000 national (24,200 – based in west or plan meetings in the west) Frequency : Monthly Format : Standard Magazine Demographics : 78% Circulation to corporate offices 42% Corporate executives 14% Association circulation 4.8% Association executives 2.5% Commercial travel agents 14.1% Meetings/Convention planners

446_8564 Successful Meetings MaySmith + Jones, Inc 03/22/11 gG CMYK, Horizontal half page, 7 x 4.75”PDFX-1a

Beyond the beauty of North Lake Tahoe are the brains: the venues, personnel and infrastructure that make getting down to business as pleasant as escaping it. It’s a rare balance of mother nature and human nature that makes for one very productive gathering that won’t soon be forgotten.

• Over 7,000 hotel rooms/condos and 200,000 sq. ft. of meeting space • Free professional planning services • Easy access to Reno/Tahoe International Airport• Frequent & affordable daily airport shuttles

To submit an RFP to the North Lake Tahoe VCB or to download our newsletter, visit:

GoTahoeNorth.com/meetings | 800.462.5196Lake Tahoe No. 1 ski destination with Rand McNally and Orbitz. No. 1 travel destination with TripAdvisor.

n is for north


Advertising Samples

Direct: Print and eNewsletters

Printed newsletter sent to approximately 13,000 recipients in Conference database. Electronic version (pictured) sent to 2,605 recipients; open rate 15.42%; click thru rate .76%

39


leisure sales

Fourth Quarter 2010/11 began with staff attending Mountain Travel Symposium in Beaver Creek, CO. This annual contracting, ski tourism conference spanned from April 3-9, 2011. During this time, staff conducted over 45 meetings with domestic and international tour operators, helped organize and attended Ski Lake Tahoe’s annual MTS client luncheon with over 120 travel trade in attendance, met with 27 ski clubs/councils, sat in on industry-related forums, and participated in evening networking functions. MTS 2011 in Beaver Creek acted as a platform for NLTRA and partners to promote MTS 2012, which will be taking place in North Lake Tahoe. Staff worked with partners and created a video welcoming and showcasing the 2012 event, along with client gifts and other items for additional exposure throughout the week’s conference.

The month of April in Q4 housed some key familiarization visits to North Lake Tahoe. A domestic FAM visit consisted of Rocky Mountain Getaways’ top sales agent, making for his first visit to Lake Tahoe. On the international front, staff hosted CANUSA’s product manager and two office managers from the top German ski wholesale company, the new account manager for California Tourism India’s office and six top producing Australian agents from STA.

Staff worked on the coordination for International POW WOW and the California Travel and Tourism Commission’s post POW WOW FAM, in which North Lake Tahoe and partners participated. Immediately upon the completion of a very successful POW WOW in San Francisco, staff drove back up to North Lake Tahoe to host one of the official CTTC POW WOW post FAMs.

Q1 began with 2011-12 budget adjustments and estimates along with closing the books on the 2010-11 Fiscal Year. Along with budget planning, staff spent early July finalizing the 2011 Australia Sales and Media Mission to take place in late July through early August. In addition to conducting sales calls, call center trainings and meetings with Australia’s top ski wholesalers and ski and snowboard press, staff was able to buy into the California Travel and Tourism Commission’s annual Sales and Media Mission for the fist time, which enabled a year-round focus in order to increase summer and fall travel out of this top emerging market.

Also on the planning front, staff put together and conducted the first of many Mountain Travel Symposium Meetings with the Squaw Valley partners for the April 2012 mountain industry conference. This time of year also marked the kick off to fall ski show planning. Staff spoke with all of the Sierra Ski Marketing Council members – the seven Ski Lake Tahoe resorts as well as RSCVA and LTVA in order to undertake destination ski show strategy. A meeting was also held with Snowbomb to begin planning for their Bay Area shows that staff will attend on behalf of the North Lake Tahoe Marketing Co-op in November.

The first client event of the fiscal year is always the RSCVA’s Biggest Little City client golf tournament weekend – The BLC. I believe this year marked the 26th annual and it made for staff’s sixth time participating. Staff worked with the RSCVA in order to have a practice round of golf in Incline Village, as well as a non-golf day at the Hyatt Regency. This made for a great North Lake Tahoe showcase to the 51 wholesalers, airline reps and transportation providers in attendance. Attendee highlights included Mark Travel, Southwest Airlines Vacations, Orbitz, Expedia, Travelocity, American Airlines Vacations and Tourico Holidays.

In order to obtain more lodging partners contracting with Tourico Holidays, who operate as a global wholesaler, OTA and receptive, staff hosted their product manager in North Lake Tahoe on a post-BLC familiarization visit (FAM). The two days of partner introductions and site tours resulted in new contracts and increased lodging inventory with Tourico.

The highlight of the close of the 2011-12 First Quarter was the CA Tourism UK/Ireland SuperFAM. The “Mountain” group that visited North Lake Tahoe consisted of 14 agents and was led by James Mead, one of the CA Tourism UK’s travel trade account managers. Highlights of the companies in attendance included Bon Voyage Travel and Tours, SkiBound, Ski World, STA Travel and the North American Travel Service. Staff only was able to have 25 total hours of hosting time with this year’s SuperFAM but made up for this by really packing in the itinerary. It included the Squaw Valley lodging and resort partners highlighting the very unique Tough Mudder event that was taking place and also featured the Northstar partners where they went roller skating, had dinner, drinks and spent the night. The remaining half day with the group consisted of a breakfast and site tour of the Ritz

40


Carlton, followed with a choice of stand up paddle boarding, kayaking or biking along Lake Tahoe’s West Shore from West Shore Sports to the West Shore Café for a site tour and lunch. The SuperFAM agents were then greeted by additional West Shore lodging and ski resort partners upon their arrival to the West Shore Café. Lunch became a great networking session and recap of their amazing time in the region.

Leisure Samples

Last year’s Selling Long Haul’s FAM Trip Supplement that was distributed to the UK and Irish travel trade as a direct result of the CA SuperFAM. Another issue will be produced reporting on Q1’s SuperFAM. Included are a couple of press highlights produced in Australia and the UK during Q1.

41


Leisure Samples

Australian and New Zealand Snowboarding Magazine Circulation: 20,000 Readership: 80,000Frequency: 3 issues per year Websites: http://snowboardhub.net/ & http://www.acpmagazines.com.au/australian_nz_snowboarding.htm This piece has an advertising value of $14,200.

42


Leisure Samples

Luxury Travel has a quarterly circulation of 71,000 and readership of 210,000. The advertising equivalent of this piece is $24,000.

43


performance measurements

44

Leisure Advertising April - Sept. 2011 April - Sept. 2010

Advertising/Promotions/Media Leisure Coop Budget Amount Direct Paid Media Dollars $271,573 $266,541 Added Value Media $186,352 $153,099 Coop Programs Investment (NLT Coop) $5,080 $42,212 Gross Media Impressions 30,735,344 56,701,469 Response/Inquires Total paid clicks 19,352 21,262 Average cost per click $2.27 $1.59 Average click thru rate 0.44% 0.35%Total Leads Number of brochure / planner requests 3612 Total email database 42,778 Total direct mail database 109,578 Ad recall/awareness N/A Cost per aware visitor N/A Total publication leads 2164Database email open rate 10.80%Database email click thru rate 9.10% GTN Online Activity Total Unique Visitors 318,737 332,726 Cost per Visitor $0.85 $0.79 Percent of Direct/Bookmarked Visitors 27.38% 34.88% Time Spent on Consumer Website 6:03 min 6:20 min Number of Repeat Visitors 70,409 62,453 Percent of Repeat Visitors 22.09% 18.77% Number of Cool Deals Posted 317 213 Cool Deals Pageviews 57,682 73,168 Number of Lodging Referrals 112,116 103,002 Lodging Referrals % of Total 83.8% 88.20% Number of Events Posted 1,079 769 Search Engine Referrals 174,281 162,213 Organic Search Engine Results Avg. Amount of #1 Positions 24 40 Avg. Amount of 1st Page Positions 50 77 Avg. Amount of 2nd Page Positions 15 16 GTN Geographic Breakdown Top five DMA’s and percent of total visitors (DMA Numbers) (DMA Numbers) San Francisco 19.33% 17.80% Sacramento 12.90% 13.50% Los Angeles 8.30% 8.10% Reno 6.80% 5.80% New York 3.40% 3.20% Seattle 2.80% 3.50% Dallas 2.20% 2.20% San Diego #11 1.60% 1.60% Total California visits 169,797 171,636 Percent of total visitors 45.00% 43.80% Northern CA visitors 126,843 129,496 Northern CA percent of total visitors 33.00% 33.00% Southern CA visitors 39,010 39,799 Southern CA percent of total visitors 9.90% 10.40% Outside CA visitors 207,764 219,813 Percent of total visitors 55.00% 56.20%


Social Networking April - Sept. 2011 April - Sept. 2010 Facebook - Overall Number of Total Fans (at end of period) 4,371 2,761 % Increase Fans During Time Period 22% 17.8% Average Monthly Active Users 2,737 410 % Increase in Post Views During Time Period 76.5% N/A % Increase In Fan Feedback During Time Period 99.6% N/A eNewsletter Opt-ins Via Facebook Tab 3 N/AFacebook Sweepstakes Number of Sweepstakes / Giveaways 2 N/A Total Sweepstakes Entries 140 N/A Number of New Fans Credited to Sweepstakes 359 N/A Paid Facebook Media for Sweepstakes $341.11 N/A Average cost per click $0.81 N/A Average click thru rate 0.053 N/A Total Impressions 820,528 N/AFacebook Fan Geographic Breakdown Lake Tahoe / Reno / Sparks / Truckee 14.3% 15.9% Central California / Bay Area 17.2% 21.8% Seattle 5.1% 2.8% Southern California 3.7% 3.8% Las Vegas 1.8% 1.8% Dallas 1.4% N/ATwitter Total Followers (at end of period) 2,878 1,690 % Increase Followers During Time Period 16.1% 12.6% Listed (Follower Lists) 179 119Klout - Twitter Influence Measurement Average Overall Score (out of 100) 45.5 N/A Network (out of 100) 51 N/A Amplification (out of 100) 30 N/A True Reach 1,034 N/AFlickr Total Photos/Items 197 100 Total Views (at end of period) 15,507 3,374 Contacts 50 22YouTube Video Upload Views (during period) 2,629 2,291 Overall Video Views (creation through end of period) 24,860 16,542 Subscribers/Friends 10 6Foursquare Number of Tips Posted 30 N/A Number of Followers (at end of period) 256 N/A % Increase Followers During Time Period 103.2% N/A Number of Venue Check Ins 14 8GTN Blog Number of Stories Posted 28 14 Number of Social Shares 597 N/A Incoming Referrals via Facebook 2,145 5,827 Twitter 45 240 TripAdvisor 587 468 Internal Referrals via GTN Homepage 203 80 Blog Page Views 13,085 10,373 Media/Public Relations Total Public Relations Spend $37,538 $31,870 Media Trade Shows 0 Number of trade shows attended 1 0 Number of appointments 57 0


Social Networking April - Sept. 2011 April - Sept. 2010

Number of qualified media in attendance 125 0Media Missions Number of media missions 0 0 Number of coop partners 0 0 Number of media contacts 0 0 Media Familiarization Tours (FAMs) Number of FAMs 12 10 Number of qualified media participating 39 34 Number of publications represented 117 103Press Releases Number of press releases issued 69 47 Number of press releases downloaded from website 1729 1569Number of Media Inquiries 234 165Number of Media Interviews 78 55Placements Total number of placements 404 184 Regional vs. National 78/22 72/28 Domestic vs. International 96/4 98/2 Percent of LA 3.00% 2.00% Percent of Northern CA 76.00% 60.00%Number of Impressions 55 million 39 millionAdvertising Equivalency $2.6 million $2.2 million% of Positive Media Placement 89% 93%% of Media Coverage Reaching Target Audience 68% 62%% of Media Coverage Including Website Address 48% 55% Bookings Online Ticket Sales Tickets sold online 749 Ticket revenue $55,825 Event Marketing Total Number of events supported 30 33 Total Attendance by Event Supported 230,000 175,000Events Supported Living History Day X LTPA Donner Lake Paddleboard Race X X Thunderbird Run Paddleboard Race X X Peaks & Paws X Opening Day on the Lake X X Lake Tahoe Paddlefest X X Jam to the Dam Paddleboard Race X X Ta-hoe Nalu Stand up Paddle Festival X X Tahoe Fall Classic Stand Up Paddleboard Race X X Fire in the Sky Soccer Tournament X Tahoe Expo Sustainable Tahoe X Tahoe Sierra Century X Squaw Valley Institute X X Lake Tahoe Autumn Food & Wine Festival X X Tahoe Big Blue Adventure Race X X Tahoe XC Ski Dazzle Show Sacramento X Tahoe Open Water Swim & Triathlon X Tahoe Maritime Museum Rack Cards X X Wanderlust Yoga & Music Festival X Tahoe Sierra Century Ride X Adventure Sports Week X Lake Tahoe Trail 100 Leadville Qualifier X Tahoe Trail Running Series X Lunafest Film Festival X Snowbomb Sick & Twisted (April) X


Social Networking April - Sept. 2011 April - Sept. 2010

Run to Squaw X Xterra Tahoe City X 4th of July Celebrations X X Burton Creek Run X Amgen Tour of California X High Notes Summerlong Music Marketing Campaign X X Free and ticketed music events in all resorts and towns on the Northshore and Truckee. Included Lake Tahoe Music Festival, free concerts on the beaches, in the resort villages and amphiteaters, Shakespeare at Sand Harbor, live music in all the casinos, clubs and restaurants Fall Marketing Campaigns Tahoe Big Blue Adventure Race X X Lake Tahoe Autumn Food & Wine Festival X X North Tahoe Plein Air Painting Event X Quicksilver Tahoe SUP Race Series (9 total races) X Kings Beach Arts & Crafts Fairs X X Lake Tahoe Marathon Week X X Village at Squaw Valley Oktoberfest X X Truckee Wine Walk X Art Bark Festival X X Native American Basket Weavers Market X X Chocolate, Wine & Roses Wine Tasting X Elegant Affair Wine Tasting X Hyatt Incline Jazz Festival X Foam Fest X X Holiday Craft Faire Tahoe City X X Passport to Dining X X Kings Beach-Tahoe City Farmers Markets X X Conference/Group Sales April - Sept. 2011 April - Sept. 2010

Conference Coop Budget Amount Direct Paid Media Dollars $15,725 $13,392 Added Value Media Dollars $9,876 $9,109 Coop Programs Investment (NLT Coop) Partner Leveraged Dollars $8,462 $21,264 Leads Number of leads 69 107 Lead room nights 26,888 19,465 Web page visits 6,255 Booked Business Number of bookings 22 26 Booked room nights 8,877 3,560 Booked attendance 3,575 2,150 Booked Room Revenue $1,936,799 $468,776 Lost Business Number of lost opportunities 27 75 Lost room nights 5,399 16,707 Lost attendance 1,776 10,158Arrived Business Number of bookings 19 43 Number of booked room nights 4,330 10,415 Number of booked attendees 1,776 5,032 Booked attendees spending $631,599 $1,551,936 Personnel productivity metrics Number of leads-sales person A 69 107 Number of bookings-sales person A 22 26 Number of booked room nights- sales person A 8,877 3,560

47


Travel Trade/Sales April - Sept. 2011 April - Sept. 2010

Total Travel Trade Spend $48,000 $46,000 Leisure Trade Shows Number of trade shows attended 3 2 Number of Coop shows 3 5Number of Sales Missions (call center trainings) Domestic 5 7 International 22 21Leisure Familiarization Tours (FAMs) 13 10Number of Site Inspections 57 49Wholesale Product Placements Domestic Brochure Placement 35 35 International Brochure Placement 80 Number of NLTRA Pages with Domestic Suppliers 73 71 Number of NLTRA Pages with International Suppliers 100 94 Number of Properties Featured on Domestic Websites 32 31 Number of Properties Featured on International Websites 13 13

Andy Chapman Director of Tourism [email protected]

north lake tahoe performance report€¦ · total leads number of brochure / planner requests 3612...

Documents