Santa Maria Valley WEBSITE ANALYTICS REPORT - FEBRUARY 2017

TOP 10 CITIES SESSIONS

Los Angeles 1,712 (+1,026%)

Santa Maria 805 (+315%)

San Francisco 519 (795%)

Santa Clarita 266 (+6,550%)

San Diego 245 (+600%)

Lancaster 243 (+12,050%)

Bakersfield 214 (+1,238%)

Palmdale 182 (+4,450%)

Orcutt 171 (+613%)

San Jose 167 (+1,185%)

TOTAL SESSIONS SESSION % CHANGE BOUNCE RATE

10,523 ⬆590% ⬆2.78%Avg. sessions/day: 376 1,524 sessions in 2016 vs. 10,523 in 2017 59% in 2016 vs. 61% in 2017

OVERALL TRAFFIC SOURCES

GENERAL WEBSITE KPI’S

February demonstrated significant growth in Santa Maria Valley’s digital presence, with a 590% traffic increase over last year and a 58% increase versus January.

Performance improved over prior months by nearly every measurable metric. This growth is a product of both seasonality and efficiency gains in our advertising and marketing efforts.

The website’s overall conversion rate improved from 7.2% in January to 14.8% in February, a 106% jump. More important than the rate, raw conversions grew by 223%.

Getaway entries increased by 478%, clicks to partnering hotel websites increased by 22%, and clicks to attraction partners also increased by 18%.

February’s traffic spikes came from the EIN Presswire article, email campaigns, the LA Time’s Essential California, and paid Facebook campaigns at the end of the month.

OUTBOUND CLICKS TO HOTELS + ATTRACTIONS

3283.11% of all visitors click to a hotel/attraction 2017

Direct

Organic

$

AVERAGE SESSION DURATION

⬇18.15%1m46s in 2016 vs. 1m27s in 2017

ORGANIC SEARCH SESSIONS

⬆353%431 in 2016 vs. 1,953 in 2017

SESSIONS BY LOCATION

53%

25%

250

500

750

1000

Feb. 1 Feb. 15 Feb. 28

Daily Sessions - Feb. 2017 Daily Sessions - Feb. 2016

*

*Organic

Santa Maria Valley FEBRUARY 2016 vs. FEBRUARY 2017: WEBSITE OVERVIEW

Direct

Referral Paid

Email

Organic

Direct

Referral

2016

LeadMe Email

EIN Presswire Article + Yosemite Newsletter LA Times — Essential California

Social

Media Transition

Hotels, Attractions, Popular Events, & Demographics FEBRUARY 2017

TOP CITIES CLICKS

Los Angeles, CA 19

San Francisco, CA 6

San Jose, CA 6

Anaheim, CA 3

Bakersfield, CA 2

Fresno, CA 2

Porterville, CA 2

Santa Ana, CA 2

Santa Clarita, CA 2

7 13 20 27 33 40

Outbound Hotel ClicksThe Historic Santa Maria Inn

Fairfield Inn & Suites - Marriott

Motel 6

Candlewood Suites

Radisson

Best Western

Quality Inn Hotel

Solaire Inn & Suites

Days Inn

Town & Country Inn

TOP 10 ATTRACTIONS PAGEVIEWS

The Hitching Post 74

Twitchell Reservoir 61

Jocko’s 58

Shaw’s famous Steakhouse 53

Historic Santa Maria Inn - Garden Room

35

Woody’s Butcher Block 34

Far Western Tavern 29

Rancho Sisquoc Winery 27

Santa Maria Farmers Markets

26

Nojoqui Falls Park 24

OUTBOUND HOTEL CLICKS BY LOCATION

UNIQUE OUTBOUND HOTEL CLICKS UNIQUE OUTBOUND ATTRACTIONS CLICKS EMAIL ENTRIES

101 227 1,2290.96% of all visits 2.16% of all visits 11.7% of all visitors

HOTEL, ATTRACTION & EVENT KPI’S

There were 1,557 conversions in February, up from 482 in January — a 223% increase. Clicks to hotel partners, attraction websites, and Getaway entries all increased dramatically, There were also 36 newsletter subscriptions and 3 “Send us your Story” submissions — totaling to 1,229 email entries for the month.

The website’s conversion rate more than doubled in February, with 14.8% of all visitors performing at least one of the above actions.

The increase in outbound hotel clicks came from all sources, with gains from organic search visits, AdWords visits, email campaigns, and Facebook visitors. Outbound hotel clicks came primarily from visitors located in Los Angeles, San Francisco, San Jose, and Anaheim.

Top hotels included The Historic Santa Maria Inn, the Fairfield Inn & Suites, Motel 6, Candlewood Suites, and the Radisson.

While February showed notable gains in generating more potential guests for partnering hotels, we will be placing a greater emphasis on lodging in some digital advertising campaigns in the coming months, as well as continued efforts from organic search. With the efficiency gains we’ve had since mid-February, we don’t expect this will have a negative impact on any other goals.

TOTAL CONVERSIONS TOTAL CONVERSION RATE

1,557 14.8%Avg. 56/day 1,557 total conversions

Santa Maria Valley FEBRUARY 2017: HOTELS, ATTRACTIONS & EVENTS

53%

TOP 10 SITE REFERRALS SESSIONS

einpresswire.com 1,367

Facebook 1,272

santamaria.com 374

cityofsantamaria.org 191

littlethings.com 57

santamariawines.com 57

westcoastkustoms.com 19

gofwest.org 11

dadcooksdinner.com 9

centralcoast-tourism.com 8

GENDER TRAFFIC BY SESSIONS

3,724

3,075AGE DEMOGRAPHIC BY SESSIONS

18-24 530

25-34 1,185

35-44 1,389

45-54 1,310

55-64 1,341

65+ 900

REFERRAL SESSION % CHANGE MOBILE SESSION % CHANGE TABLET SESSION % CHANGE

⬆272% ⬆1,208% ⬆413%963 in 2016 vs. 3,585 in 2017 436 in 2016 vs. 5,705 in 2017 172 in 2016 vs. 883 in 2017

0

350

700

1050

1400

18-24 25-34 35-44 45-54 55-64 65+

PAGE PAGEVIEWS

Getaway 4,944

Homepage 3,712

Things To Do 1,501

Getaway Confirmation 1,284

Events 1,033

Wine Country 619

Hotels & Motels 578

Attractions 555

The Scoop on Santa Maria Pinquito Beans

463

Plan Your Trip 442

% MALE TRAFFIC % FEMALE TRAFFIC

45.23% 54.77%3,075 visits from men 3,724 visits from women

TOP PAGES BY PAGEVIEWS

Santa Maria Valley FEBRUARY 2017: DEMOGRAPHICS, CONTENT, & REFERRAL TRAFFIC

Organic Search & Facebook Performance FEBRUARY 2017

TOP SEARCH IMPRESSIONS IMPRESSIONS

santa maria 24,002

twitchell reservoir 2502

santa maria bbq 967

santamaria 803

things to do in santa maria 785

santa maria valley 701

pinquito beans 681

santa maria grill 643

things to do in santa maria ca

519

santa maria style bbq 455

Google Ranking Improvement

KEYWORD GOOGLE RANK IMPROVEMENT SINCE LAUNCHPinquito Beans #1 99

Santa Maria Barbecue #3 98

Santa Maria Style BBQ #8 93Santa Maria Valley Hotels #10 90

Santa Maria California #13 88

Santa Maria Attractions #5 56

Santa Maria Varietals #1 19

Santa Maria #5 18

Things to Do in Santa Maria #5 15

What to Do in Santa Maria #4 14

Santa Maria Valley #5 2

TOP 10 CITIES SESSIONS (YOY)

Santa Maria, CA 182 (+117%)

Los Angeles, CA 120 (+293%)

San Francisco, CA 124 (+464%)

Orcutt, CA 52 (+333%)

San Diego, CA 43 (+291%)

Santa Barbara, CA 26 (+189%)

Sacramento, CA 23 (+1,050%)

San Jose, CA 21 (+2,000%)

Lompoc, CA 20 (0%)

Arroyo Grande, CA 18 (+350%)

ORGANIC SEARCH VISITS ORGANIC TRAFFIC % CHANGE ORGANIC HOTEL CONVERSION RATE

1,953 ⬆353% 1.1%Average search visits per day: 70 +55 average search visits per day 21 outbound hotel clicks from organic

ORGANIC SEARCH KPI’S

February’s organic search increased by 353% over last year, and was also up 30% over January.

Organic visitors coming from Los Angeles increased by 293%, and 464% in San Francisco. The most popular search term is still “Santa Maria,” serving 24,002 impressions in Google’s search results.

The conversion rate for organic visitors clicking on partnering hotel websites jumped from 0.53% to 1.1%. The raw number of organic outbound clicks jumped from 8 in January to 21 in February — a 163% increase.

The website was seen 82,110 times in Google’s search results in February, up 19% over last month.

ORGANIC ATTRACTION CONVERSION RATE ORGANIC GETAWAY CONVERSION RATE

4.5% 0.56%87 outbound attraction clicks from organic 11 getaway entries from organic search

AVERAGE SESSION DURATION

⬆41%1m20s in 2016 vs. 1m52s in 2017

BOUNCE RATE

⬇28%70% in 2016 vs. 50% in 2017

Santa Maria Valley FEBRUARY 2017: ORGANIC SEARCH

ORGANIC SESSIONS BY LOCATION

53%

25%

FACEBOOK PAGE LIKES SINCE FEB. 1 PEOPLE REACHED ENGAGED USERS

+80 153,438 3,562total page likes on Feb. 28: 3,656 Avg. 5,480/day 2.32% engagement rate

TOP FEB. FACEBOOK POSTS BY CLICKS

ANALYSIS

Santa Maria Valley’s Facebook page reached 153,438 people in February, resulting in 3,562 engaged users — a 129% increase over last month.

The page tacked on an additional 80 likes in February, bringing the overall page likes up to 3,656. The growth wasn’t quite as high as months prior as the “Likes” campaign wasn’t running.

A third of the month’s Facebook traffic was organic, and the remaining 66% was paid, resulting in 1,272 total website visits coming from Facebook, up from 295 in January.

Of the 1,190 total getaway entries received in February, 123 of them came from Facebook, with a 10% conversion rate.

VIDEO VIEWS

20,230from paid campaigns

100

200

300

400

3,000

6,000

9,000

12,000

Feb. 1 Feb. 15 Feb. 28

Daily Reach (Impressions) Daily Engaged Users

WEBSITE VISITS FROM FACEBOOK

1,27233% organic & 67% paid

Santa Maria Valley FEBRUARY 2017: FACEBOOK PERFORMANCE

53%

25%

POST REACHREACTIONS/COMMENTS/

SHARES

POST CLICKS

For those of us having our own Mardi Gras celebrations at home this Fat Tuesday, we asked our

friends at Presqui’ile about the best wine to pair with southern cuisine. (Boosted)

2,200 95 26

We can’t think of a better way to kick off a three-day weekend than celebrating National Drink Wine Day!

What’s your favorite our these days? We’d love to hear.

551 11 7

Winemaker Clarissa Nagy of Nagy Wines and cnagy wine tasting makes a beautiful Pinot Noir as well as

a great mention on this week’s episode of the Weekly Wine Show! This Week’s episode dives into Central

Coast, including Santa Maria Valley, with our unique geography, chilly climate and delicious Pinot.

185 7 7

FACEBOOK GETAWAY CONVERSION RATE AVG. SESSION DURATION ON WEBSITE

9.7% 40s123 Getaway Entries from Facebook vs 1m22s from all traffic sources

Getaway Entries & Newsletters FEBRUARY 2017

AGE RANGEGETAWAY ENTRIES

GETAWAY CONV. RATE

18-24 37 6.89%

25-34 77 6.40%

35-44 122 8.36%

45-54 157 11.83%

55-64 233 17.38%

65+ 189 21.00%

MONTHLY GETAWAY ENTRIES GETAWAY CONVERSION RATE LIFETIME GETAWAY ENTRIES

1,190 11.3% 1,700Avg. 43 getaway entries/day with February Newsletter to Yosemite at 56% Avg. 378 entries/month

g

Santa Maria Valley FEBRUARY 2017: GETAWAY ENTRIES

GETAWAY ENTRIES BY TRAFFIC SOURCE / CAMPAIGN

GETAWAY ENTRY KPI’S

As a result of heavily targeted efforts, February’s Getaway entires increased by 478% over January, bringing in 1,190 unique submissions. 70% of all Getaway entries came in February.

Getaway entries from visitors located in Santa Maria only accounted for 1.3% of all entries, with the majority coming from people in Los Angeles, San Diego, San Francisco, Santa Clarita, and Lancaster.

59% of getaway entries were women, and people aged 55-64 and 65+ had by far the highest likelihood of filling out entering the contest.

The majority of entries came from the LA Times’ Essential California campaign, the LeadMe email, February’s Yosemite newsletter, Facebook, and Google AdWords.

February’s monthly newsletter to Yosemite leads had the highest conversion rate — 56% of people who made it to the landing page ended up entering the contest.

Getaway entries from Google AdWords increased by 188% over January, with high conversion rates from people searching phrases like “romantic getaways in california,” and “economical weekend getaways in california.”

GETAWAY % BY FEMALE ENTRY

59%702 entries

53%

25%

TRAFFIC SOURCE / CAMPAIGN SESSIONS GETAWAY ENTRIES

GETAWAY CONVERSION RATE

Essential California - LA Times 833 453 54.38%

LeadMe Email 372 175 47.04%

February Newsletter - Yosemite 301 170 56.48%

Facebook 1,272 123 9.67%

Google AdWords - Getaway Campaigns 1,781 69 3.87%

Pandora Advertisements 736 56 7.61%

Direct 704 55 7.81%

GETAWAY % BY MALE ENTRY

41%488 entries

33 67 100 133 167 200

Getaway Entries by LocationLos Angeles

San Diego

San Francisco

Santa Clarita

Lancaster

Bakersfield

Sacramento

Anaheim

Santa Barbara

Santa Maria

TOTAL CONVERSION RATE

Santa Maria Valley FEBRUARY 2017: EMAIL CAMPAIGNS

SUBSCRIBERS OPENS CLICKS

9,628 1,926 321up 789% over January (1,083) up 500% over January (319) up 317% over January (77)

53%

25%

MONTHLY NEWSLETTER

EMAIL KPI’S

Newsletter subscribers increased dramatically - by 789% - in February, mainly due to the promotion with Yosemite. Despite the fact that the vast majority of our newsletter subscribers have come from that promotion or the Getaway giveaway promotion, the overall unsubscribe rate is much lower than expected. The Yosemite partnership brought in nearly 8,400 new email subscribers in February, of which only 500 unsubscribed after receiving their first newsletter.

As expected, the click-through rate for non-Yosemite subscribers is significantly lower than for other subscribers. The overall click through rate for the February newsletter was 3.33%, well above the travel industry benchmark of 2.17%.

The Yosemite partnership has proven to be an excellent asset for building our newsletter subscriber list. This type of dramatic growth will not occur on a regular basis without such partnerships and promotions.

SUBSCRIBER LIST

RECIPIENTS OPENED OPEN RATE CLICKED CTR BOUNCED BOUNCE RATE UNSUBSCRIBE UNSUBSCRIBE RATE

Monthly Newsletter 1,235 314 25.70% 72 5.90% 11 0.89% 4 0.32%

Yosemite Leads 8,393 1,612 19.21% 249 2.97% 78 0.93% 499 5.95%

Paid Digital Media FEBRUARY 2017

CHANNEL IMPRESSIONS CLICKS CTR AVG. CPC SPENT

Google (Search) 38,460 1,284 3.34% $3.32 $4258.83

Remarketing 100,860 178 0.18% $3.67 $653.00

Facebook/Instagram (Static) 146,508 2,672 1.82% $0.61 $1642.15

Sojern 373,726 491 0.13% $12.11 $5946.00

TripAdvisor 87,920 113 0.13% $17.70 $2000.00

Pandora 836,011 1,483 0.18% $5.90 $8750.00

CLICKS AVERAGE COST-PER-CLICK IMPRESSIONS

8,467 $3.89 2,196,608vs. 9,542 in January vs. $2.86 in January vs. 2,801,606 in January

Santa Maria Valley FEBRUARY 2017: PAID DIGITAL MEDIA

PAID DIGITAL CAMPAIGNS

CHANNEL IMPRESSIONS CLICKS CTR AVG. CPC AVG. CPM VIEWS AVG. CPV SPENT

YouTube 96,486 319 0.33% $0.06 $0.20 23,865 $0.08 $1923.29

Facebook/Instagram 23,378 958 4.10% $0.28 $11.38 16,794 $0.02 $266.01

Pandora 94,956 501 0.53% $3.79 $20.00 94,956 $0.02 $1899.12

Sojern 148,303 102 0.07% $24.63 $16.94 125,597 $0.02 $2511.94

PAID VIDEO CAMPAIGNS

PAID DIGITAL KPI’S February resulted in 8,467 clicks across all media channels, including Google, Facebook, Instagram, Sojern, TripAdvisor, Pandora, YouTube, and the LeadMe email, with an average cost-per-click of $3.89. The cost-per-click is up 36% over January purely as a result of increased costs from both Sojern and TripAdvisor.

2,196,608 impressions were served across all paid channels, with the majority coming from Pandora, Sojern, Facebook & Instagram, and TripAdvisor. In terms of driving Getaway entries, Facebook and Google search campaigns had the biggest impact.

CHANNEL SENDS OPENS OPEN RATE CLICKS CTR AVG. CPC SPENT

LeadMe 250,000 3,474 1.39% 366 0.15% $8.54 $3125.00

PAID EMAIL CAMPAIGNS

Santa Maria Valley FEBRUARY 2017: PAID TRAFFIC ON-SITE BEHAVIOR

TOP PAGES PAGEVIEWS

Getaway Giveaway 3,863

Homepage 2,091

Getaway Thanks for Entering 963

Things to Do 594

Wine Country 422

Hotels & Motels 280

Events 220

Attractions 187

Wineries 108

Eat and Drink 72

TOP 10 CITIES SESSIONS (MOM)

Los Angeles 1,269 (+91%)

Santa Maria 356 (+339%)

San Francisco 310 (+174%)

Santa Clarita 215 (-28%)

Lancaster 206 (-23%)

PAID SESSIONS % TRAFFIC CHANGE VS. LAST MONTH BOUNCE RATE

6,045 ⬆85.15% ⬇5.37%Average sessions per day: 216 +100 average paid sessions per day 69.56% in Feb. vs. 73.51% in Jan.

PAID DIGITAL BEHAVIOR KPI’S

February yielded 6,045 paid visits from our combined media efforts, up 85% over January. More important than raw traffic, getaway entries from paid digital media jumped 704% versus last month, with 796 submissions in February and 99 in January. Paid visitors were also much more engaged in February, spending 51% longer browsing the site, at just over a minute per session.

The top page for digital media visits was the Getaway landing page — which was intentional and resulted in the dramatic increase in entries relative to any prior month since launching Santa Maria Valley’s new brand and website.

Paid traffic from Los Angeles saw the biggest increase, followed by San Francisco. The traffic coming from Santa Maria came from two sources: EIN Presswire, a press release website, and Pandora. Both issues have been corrected.

Overall, February was by far the best month for paid website performance — in terms of both overall traffic and traffic quality.

AVG. SESSION DURATION AVG. PAGES PER SESSION

⬆51.40% ⬆5.24%1m01s in Feb. vs. 0m40s in Jan. 1.61 pages in Feb. vs. 1.53 pages in Jan.

PAID SESSIONS BY LOCATION

53%

175

350

525

700

Feb. 1 Feb. 15 Feb. 28 Jan. 31

Daily Paid Sessions - Feb. 2017 Daily Paid Sessions - Jan. 2017

LeadMe Email

EIN Presswire Article + Yosemite Newsletter

LA Times — Essential California

Media Transition

Public Relations FEBRUARY 2017

Content Development

• Birdwatching Daily Hot Spots • Matador Networks • Barbecue Bible • Naturipe Anniversary; Berries Content • Touring and Tasting Magazine • Strawberry Festival • Rodeo • Wine Trolley

Wins

• Travel Channel Bizarre Foods with Andrew Zimmern, Expected Airdate March 7th • Highway 101 Episode

• OrganicAuthority.com • Weekly Wine Show • PrideWire • Fred Swan Wine Blogger and Educator • Yosemite National Park Journal • CCTC Blog Post

In the Works

• VisitCA FAM – Week of March 20 • International Travel Food and Wine Writers Association FAM – April 2

• Elite Magazine FAM - Spring • 2 Travel Dads FAM – early June • Thrillist FAM • Wine-N-Friends Content • Barbecue Industry Content • Additional FAM Opportunities

Santa Maria Valley FEBRUARY 2017: PUBLIC RELATIONS RECAP

Santa Maria Valley T MD Travel & Financial Report DECEMBER 2016 & JANUARY 2017

$125,000

$250,000

$375,000

$500,000

January February March April May June July August September October November December

Monthly Revenue - 2016 Monthly Revenue - 2015

30

60

90

120

SB County+ California SLO County South SLO+ SLO County North Santa Barbara+ Santa Maria Valley+

RevPAR 2017 RevPAR 2016

Santa Maria Valley JANUARY 2017: ADR & REVPAR YEAR-OVER-YEAR

JANUARY 2017 - ADR JANUARY 2017 - OCC JANUARY 2017 - REVPAR

$82.66 48.7% $40.25vs. $84.11 in January 2016 vs. 52.1% in January 2016 vs. $43.83 in January 2016

DECEMBER 2016 REVENUE YEAR-OVER-OVER REVENUE % CHANGE MONTH-OVER-MONTH REVENUE CHANGE

$258,397 ⬆2.90% ⬆28.71%vs. $251,121 in 2015 $251,121 in 2015 vs. $258,397in 2016 $200,757 in Nov. vs. $258,397 in Dec.

DECEMBER 2016: CITY REVENUE FROM HOTEL BOOKINGS

YEAR-OVER-YEAR ADR % CHANGE YEAR-OVER-YEAR OCC % CHANGE YEAR-OVER-YEAR REVPAR CHANGE

⬆3% ⬇6.5% ⬇8.2%$84.11 in 2016 vs. $82.66 in 2017 48.7% in 2016 vs. 52.1% in 2017 $40.25 in 2016 vs. $43.83 in 2017

32.5

65

97.5

130

SB County+ California SLO County South SLO+ SLO County North Santa Barbara+ Santa Maria Valley+

RevPAR Jan. RevPAR Dec.

Santa Maria Valley JANUARY 2017: ADR & REVPAR MONTH-OVER-MONTH

JANUARY 2017 - ADR JANUARY 2017 - OCC JANUARY 2017 - REVPAR

$82.66 48.7% $40.25vs. $85.45 in December 2016 vs. 50.6% in December 2016 vs. $43.27in December 2016

MONTH-OVER-MONTH ADR % CHANGE MONTH-OVER-MONTH OCC % CHANGE MONTH-OVER-MONTH REVPAR CHANGE

⬇3% ⬇4% ⬇7%$85.45 in Dec. vs. $82.66 in Jan. 50.6% in Dec. vs. 48.7% in Jan. $43.27 in Dec. vs. $40.25 in Jan.