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Home My WebLink AboutPOWERPOINT PRESENTATION - CHAMBER OF COMMERCE - VISIT TUSTINVISIT TUSTIN: A DESTINATION MARKETING ORGANIZATION II'USTIN CHAMBER OF COMMERCE 12 May 5, 2015 OUR VISION • Tustin is a diamond in the rough —prime for VB • Increase visitor spending /profits to retailers • Create central locale for visitors &residents to get information and tickets on key events • Enhance Tustin's brand awareness • Fuel additional tax revenues (TOT &sales) • Increase market awareness for events TUSTIN CHAMBER OF COMMERCE GOALS OF VISIT TUSTIN • Promote Tustin as an OC visitor destination • Leverage from other existing organizations: ✓ Anaheim OC Visitor and Convention Bureau ✓ Visit California ✓ Brand USA • Market the many unique and desirable experiences that Tustin offers T USTIN CHAMBER OF COMMERCE GOALS OF VISIT TUSTIN CONTINUED • Drive traffic to Tustin's key events • Generate excitement and pride to hotels/shops restaurants (and residents!) to welcome new visitors to our revitalized community • Promote our abundance of attractions to a worldwide audience TUSTIN CHAMBER OF COMMERCE 3 Resta u ra nts I G A C T Retail 0 I Attractions Recreation 0 Culture BENEFITS OF VISIT TUSTIN • Boost economic growth —Additional tax revenues (TOT, local taxes) — Job creation — More revenues to local businesses • Improved quality of life — More events, family oriented fun — New programs promoting shopping, dining & weekends — Publicity & national recognition as the "4t" best city in CA to raise a family" CHAMBER OF COMMERCE • Separate not-for-profit 501(c)(6) entity • Management agreement between TCC and Visit Tustin • TCC to provide office space, administrative services and management oversight • Visit Tustin pays TCC reasonable management fee, marketing costs and allocation of overhead costs TUSTIN CHAMBER OF COMMERCE WHY MARKET TUSTIN? Visit Tustin will operate in collaboration with The Tustin Chamber of Commerce using authorized funds to... CHAMBER OF COMMERCE wulu�lu�k;�',q, WHY MARKET TUSTIN? CONTINUED • Promote tourism for the benefit of Tustin businesses • Form strong partnerships with well established regional, state and national destination marketing efforts • Attract conferences, weekend visits, educational tourism and film production • Introduce our great City to the international tourist market • Integrate travel & tourism as an essential part of our economy • Develop Tustin's image and viability as a preferred overnight destination • Promote Tustin's many assets and ensure earning its fair share of visitor spending CHAMBER OF COMMERCE PROMOTIONAL EFFORTS • Swag (Tote Bags, bumper stickers, t -shirts, etc.) • Veterans Sports Park events • Promote visitor attendance at key Tustin events • Host and Maintain VisitTustin.com • Kiosk to host event ticket sales (community services, senior center, local businesses & retail centers, non -profits, chamber, etc.) • Produce and Distribute Comprehensive Guide TusTIN CHAMBER OF COMMERCE LEVERAGE OPPORTUNITY: BRAND USA CASE STUDY 13 • Program costs of $125mm • For every $1 spent, generated $47 revenues — $7.4 billion in business sales — $3.4 billion in international visitor spending — $3.8 billion in gross domestic product — $2.2 billion in personal income • 53,181 jobs created • $512 million in federal taxes • $460 million in state &local taxes .r Source: The Return on Investment of Brand USA Marketing, 2013, Oxford Economics. TUSTIN CHAMBER OF COMMERCE MEASURING OUR ROI THRU METRICS • Tracking tax revenues: —Transient Occupancy Tax (TOT) — Local sales taxes • Hotels: Room bookings, occupancy rates and RevPar • Key web site (SEO) analytics • 888 telephone number to assist in data collection • Credit card purchases by zip code • Reviewing results of post -visit guest surveys CHAMBER OF COMMERCE 0 "We have shown over a 100% increase in weekend stays." n u "45% increase in hotel stays between 2010 and 2013." "Overall results of initial 5 year district term ROI (during Recession) was approximately 20:1." .4 k lw� ' r (1) Source: Civitas Advisors 0 "Articles in the New York Times and Smithsonian Magazine tracked over 20,000 unique visitors daily to our website." n u "Increase in room nights by 550°o since 2008." "More than 800°o ROI on TID funds to gross revenue generated by increased room night sales." "Group bookings went from 10K a year to nearly 60K." (1) Source: Civitas Advisors FOR ADDITIONAL INFORMATION: Contact Tustin Chamber Offices (714) 544-5341 Jon Kimbrell, Chairman of the Board Fullerton <,iiaa Und nuerl.a PmF Or,nq.•-i 8=arh st" Nanta FAna Tu stc H L11WHICI In ourR�eal -n f(1'I 'aIle, Irvine �Q'�9e Cpv�.. • TUSTIN CHAMBER OF COMMERCE HeaCh Vllla Park un;rac�r�ora;ea area ►7: Coto _ 3„ C323 In[II�-'..i n1.i Ml al g rlta 15