AMO2015_AnnualReport
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This document provides an overview of Newport Beach & Company's activities and accomplishments in 2015. Key points include: - Newport Beach had over 7 million visitors who spent over $1 billion, and leisure marketing and group sales were central to Newport Beach & Company's work. - The group sales team booked over 79,000 room nights, more than double the amount from two years ago. - Marketing efforts generated over 7 billion media impressions for Newport Beach. - Newport Beach & Company collaborated with local partners on initiatives like Celebrate Newport Beach, Dine Newport Beach, and Enterprise Newport Beach.
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AMO2015_AnnualReport
- 1. 2 | INTRODUCTION 4 | MISSION,VISION BRAND PROMISE 6 | VISIT NEWPORT BEACH, INC. 6 | LEISURE MARKETING (TOT) 8 | GROUP SALES (TBID) 10 | TOURISM HIGHLIGHTS 14| NEWPORT BEACH COMPANY 14| ENTERPRISE NEWPORT BEACH 14| CELEBRATE NEWPORT BEACH 14| DINE NEWPORT BEACH 14| NEWPORT BEACH TV 16| FINANCIALS 19| GOVERNANCE 22| STAFF 24| 2014-2015HIGHLIGHTS SUMMARY ANNUALREPO RT 2015
- 2. At Newport Beach Company, sticking with the status quo is not an option. We aim to innovate and grow as the destination marketing organization of the future, reshaping our role as a community marketer to best serve Newport Beach. We look back at a successful year where we shared the Newport Beach story with a record audience. Our presence in tourism, group sales and the local community has grown and will continue as we look to Newport Beach Company to show you whats next. Newport Beach had more than seven million visitors experience our piece of paradise last year, spending more than $1 billion in the community. Leisure marketing and group sales continue to be a central element of our work, and Visit Newport Beach, Inc., had a record-breaking year. The power of the Tourism Business Improvement District (TBID) allows Visit Newport Beach to compete with much larger destinations and bring essential group business to partner hotels. Our group sales team surpassed its highest room- night goal ever, booking more than 79,000 room-nightsmore than double just two years ago. Visit Newport Beachs marketing efforts in digital, public relations and advertising resulted in more than seven billion Newport Beach media impressions. For the first time, we conducted a research study to quantify leisure-marketing results, and our spring campaign generated more than 56,000 Newport Beach room-nights, bringing a total of more than 135,000 room nights booked from our efforts. Newport Beach Company continued our efforts with local civic partners through the additional business units: Celebrate Newport Beach joined forces with the Newport Beach Chamber of Commerce to market the 106th Newport Beach Christmas Boat Parade. DEAR NEWPORT BEACH TOURISM PARTNERS, Dine Newport Beach launched in September as the consumer- facing brand for the Newport Beach Restaurant Association. Enterprise Newport Beach gained a new partner, Balboa Island Marketing, Inc., and continued working with Balboa Village Merchants Association. Newport Beach TV began development of the new digital media center in addition to developing city programming. Our success this past year throughout the business units of Newport Beach Company would not be possible without the collaboration our local community. We are fortunate to have a Board of Directors who support our endeavors and share our passion for telling the Newport Beach story. Their guidance and oversight are vital to our success. We are also privileged to work with the staff and elected officials at the City of Newport Beach, who ensure that our destination continues to be Southern Californias coastal playground. Newport Beach is an incredible community, and Newport Beach Company is privileged every day to share this brand with the world. We are looking forward the upcoming year as we look to the future of community marketing for Newport Beach. Gary Sherwin, CDME President CEO Newport Beach Company Debbie Snavely Chairperson Newport Beach Company
- 3. Newport Beach Company is a creative and focused community-marketing agency that is singularly committed to telling the integrated Newport Beach brand story. By embracing a variety of neighborhoods, businesses and individual, unique voices into a complementary story, Newport Beach Company strengthens all of its partners, drives new revenue to the city and enhances its overall vibrancy. Newport Beach Company aspires to be the national model for outstanding integrated community marketing and brand leadership. As an entrepreneurial leadership organization, Newport Beach Company is creative, innovative and professional in building destination awareness both locally and nationally which drives business and economic growth. It strives to do for its partners and stakeholders what they cannot do individually. OUR MISSION OUR VISION Newport Beach is an opulent Orange County coastal fantasyland that represents a taste of the perfect life, a place where visitors can experience a friendly, sophisticated, aspirational lifestyle that permits them to escape from daily reality. Comprised of a collection of unique islands and neighborhoods that form their own distinct character, the destination offers a combination of affluence, quaintness, casual glamour and attention to detail. Coupled with the manmade and natural beauty of the destination, this is the place that allows the visitor to relax and recreate and dream of what can be. BRAND PILLARS OUR DESTINATION BRAND PROMISE
- 4. VISIT NEWPORT BEACH, INC. LeisureMarketing TransientOccupancyTax
- 5. VISIT NEWPORT BEACH, INC. GroupSales TourismBusinessImprovementDistrict VISIT NEWPORT BEACH, INC. GroupSalesLeisure Marketing 10,000 2010-2011 GOAL 2011-2012 2012-2013 2013-2014 2014-2015 79,375 ROOMS 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 VISIT NEWPORT BEACH GROUP SALES ROOM-NIGHT PRODUCTION ROOMNIGHTSBOOKED
- 6. PORTRAIT OF THE NEWPORT BEACH VISITOR 2015VisitorProfile Source: 2015Newport Beach Visitor Profile Destination Analysts, Inc.
- 7. VISIT NEWPORT BEACH, INC. HotelAirportPerformance
- 8. NEWPORT BEACH COMPANY Business Units 2015ANNUAL MARKETING OUTLOOK DINNER OFFICIAL SPONSOR
- 9. The Finance Department is responsible for the budgeting, accounting, reporting and management of Newport Beach Companys financial activities. KEY HIGHLIGHTS: Visit Newport Beach, Inc. and Newport Beach Company work on a two-year budget cycle. This was implemented to correlate with the City of Newport Beachs budgeting cycle. Visit Newport Beach, Inc. and the City of Newport Beach are continuing their ten-year agreement for both the transient occupancy tax (TOT) and the tourism business improvement district (TBID) self-assessment with partner properties. Enterprise Newport Beach, Dine Newport Beach and Newport Beach TV have agreements with the City of Newport Beach with budgets approved by their governing organizations. NEWPORT BEACH COMPANY Financials VISIT NEWPORT BEACH, INC. Financials NEWPORT BEACH COMPANY BUDGET FY 2015 Revenue $ 2,820,080 Operating Expenses $ 2,527,381 Advertising $ 47,000 Community Relations $ 145,500 Digital Marketing/Advertising $ 88,700 Public Relations Communications $ 11,500 Advertising Community Relations Digital Marketing/Advertising PR Communications VISIT NEWPORT BEACH LEISURE BUDGET FY 2015 Revenue $ 4,690,506 Operating Expenses $ 130,272 Advertising $ 1,045,206 Community Relations $ 287,500 Digital Marketing/Advertising $ 305,600 Public Relations Communications $ 189,159 Collateral $ 132,600 International Marketing $ 373,090 Fees and Contributions to NBCo. $ 2,226,979 Advertising Community Relations Digital Marketing/Advertising PR Communications Collateral International Marketing Fees Contributions to NBCo. 30% 50% 16% 4% 45% 12% 6% 16% 13% 8%
- 10. VISIT NEWPORT BEACH, INC. Financials CHAIRPERSON Debbie Snavely Marriott Newport Beach Resort Spa VICE-CHAIRPERSON Andy Theodorou Newport Dunes Waterfront Resort Marina SECRETARY Linda M. Beimfohr Hornblower Cruises Events TREASURER Candace Bisconte ACCESS Destination Services MEMBER AT LARGE Homer Bludau Executive Director Newport Beach Foundation MEMBER AT LARGE Karl Kruger Fairmont Newport Beach MEMBER AT LARGE Dennis ONeil ONeil, LLC GOVERNANCE 2015ExecutiveCommittee VISIT NEWPORT BEACH GROUP SALES BUDGET FY 2015 Revenue $ 4,094,082 Operating Expenses $ 1,511,496 Advertising $ 350,000 Site Inspections $ 61,000 Client Events $ 103,500 Database/Prospecting $ 150,000 Trade Shows $ 550,500 Community Sponsorships $ 155,000 Group Booking Incentives $ 189,000 Hosted Industry Events $ 200,000 Industry Partnerships/Sponsorships $ 82,000 Customized Destination Support $ 615,000 Research and Group Sales Marketing $ 126,586 Advertising Site Inspections Client Events Database/Prospecting Trade Shows Community Sponsorships Group Booking Incentives Hosted Industry Events Industry Partnerships/Sponsorships Customized Destination Support Research and Group Sales Marketing 24% 26% 14% 2% 5% 6% 7% 8% 3% 4% 6%
- 11. 2015Boardof Directors Brion Amendt Newport Channel Inn Craig Batley Burr White Realty Linda M. Beimfohr Hornblower Cruises Events Ruth Benjamin Hyatt Regency Newport Beach Candace Bisconte ACCESS Destination Services Homer Bludau Former City Manager Annika Chase Disneyland速 Resorts Sam El-Rabaa Balboa Bay Resort Chief Jay Johnson Newport Beach Police Dept. Russ Kline American Express Karl Kruger Fairmont Newport Beach Giuseppe Lama The Resort at Pelican Hill Melody Lanthorn-Gale Newport Beach Marriott Bayview Robert Leck Radisson Hotel Newport Beach Dan Matusiewicz Finance Director City of Newport Beach Carol McDermott Entitlement Advisors, LLC Dennis ONeil ONeil, LLC Tom Pollack ExplorOcean Nina Robinson Hoag Hospital Gregg Schwenk Newport Beach Film Festival Debbie Snavely Newport Beach Marriott Hotel Spa Andy Theodorou Newport Dunes Waterfront Resort Marina Tanya Thomas Fashion Island Jim Walker Bungalow Restaurant Gerard Widder Island Hotel Newport Beach GOVERNANCE Sam El-Rabaa General Manager Balboa Bay Resort Karl Kruger General Manager Fairmont Newport Beach Ruth Benjamin General Manager Hyatt Regency Newport Beach Gerard Widder General Manager Island Hotel Newport Beach Andy Theodorou VP General Manager Newport Dunes Waterfront Resort Marina Melody Lanthorn-Gale General Manager Newport Beach Marriott Bayview Debbie Snavely General Manager Newport Beach Marriott Hotel Spa Robert Leck General Manager Radisson Hotel Newport Beach CHAIR Kevin Lorton Hornblower Cruises Events Kevin Gasparro Balboa Bay Resort Ralph Prieto Bay Shores Peninsula Hotel Tara Finnigan City of Newport Beach Amber Kasses Fairmont Hotel Newport Beach Lindsey Strutzenberg Hyatt Regency Newport Beach Chad Ceretto Marriott Hotel Newport Beach Spa Chad Bustos The Irvine Company Warren Chaumont The Irvine Company Maureen Sloan OC Californias Golf Coast Ann McCarley Orange County/John Wayne Airport Jan Hollis Radisson Hotel Newport Beach Sheri Drewry Wilmas Patio TBIDBoard of Directors Marketing Committee GOVERNANCE
- 12. 1-855-255-7943 HORNBLOWER.COM NEWPORT BEACH MARINA DEL REY LONG BEACH SAN DIEGO SAN FRANCISCO BERKELEY SACRAMENTO NEW YORK A UNIQUE SOUTHERN CALIFORNIA EXPERIENCE Sunset Dinner, Champagne Brunch and Holiday Cruises. Private Charters Weddings also available. NEWPORT BEACH COMANY STAFF Gary Sherwin President CEO Lesley Swain Chief Financial Officer Doug McClain Senior VP Chief Marketing Officer Michelle Donahue Senior VP of Group Sales Catherine Kennedy Director of Administration/ Assistant to the CEO Administration Dina Alleluia-Carr Accounting Assistant Marketing Mark Rudyk Senior Director of Digital Marketing New Media Jenny Wedge Senior Director of Media Relations Brand Management Jane Dryden Director of Brand Management Design Brianna Grimaldi Digital Marketing Specialist Reilly Wilson Media Relations Communications Specialist Colleen Costello Marketing Analytics Coordinator Haly Haigh Marketing Coordinator Brett Erskine Digital Marketing Video Coordinator Polly Peak Dine Newport Beach Tom Johnson Newport Beach TV Executive Producer Michelle St. Amour Business Development Manager NewportBeachTV NBTV CREW Dominic Dimare Luis Herrera Ed Olen ExecutiveTeam Sales Amanda Kliem Director of Sales NATIONAL ACCOUNT DIRECTORS Hillary Burton Michelle Devine Lori Hoy Enrique Paulo Amanda Renee Kenning Sales and Services Associate Erin Stapley Sales Research Coordinator Tamara McGiboney Group Sales Prospector ConciergeTeam Cher Shepard Lead Visitor Concierge VISITOR CONCIERGES Karen Fleming Leon Rodgers NewportBeach Foundation Homer Bludau Executive Director VISIT NEWPORT BEACH, INC. 2015ANNUAL MARKETING OUTLOOK DINNER OFFICIAL SPONSOR
- 13. YEARIN REVIEW NEWPORTBEACH JULY-SEPTEMBER 2014 Q1 VISITNEWPORTBEACH, INC. OCTOBER-DECEMBER 2014 JANUARY- MARCH 2015 Q2 Q3 Q4APRIL-JUNE 2015 COMPANY DINE NEWPORT BEACH LAUNCH TOTAL VNB ROOM NIGHTS GENERATED: 135,675 TOTAL ECONOMIC IMPACT: $72.6 M NEWPORT BEACH TV Signs lease for office expansion to build groundbreaking Newport Beach Digital Media Center Modern workspaces for future team Partner studio opportunities Fully-functioning TV Studio Editing Bay Develops strategic plan along with innovative content Community-focused programming Plan for new online lifestyle channel City event coverage DINE NEWPORT BEACH Strategic marketing initiative Dine Newport Beach begins through the collaborative efforts of Newport Beach Restaurant Association and Newport Beach Company Integrated branding campaign and industry event promotes the new initiative Award-winning website, DineNB.com, launches Redesigned events program Dine Newport Beach reinvigorates Restaurant Week and executes a fully integrated marketing campaign Likelihood to Recommend: 98% Total Customer Spending: $4.6 million GROUP SALES TRADESHOW BOOTH DEBUT BALBOA ISLAND MARKETING, INC. PARTNERSHIP SPRING SHOULDER- SEASON CAMPAIGN MAY-JUNE CHRISTMAS BOAT PARADE DEC. 17-21 BALBOA VILLAGE FEST APRIL 17 GROUP SALES BOOKS 79,375 ROOM NIGHTS DINE NEWPORT BEACH RESTAURANT WEEK JAN. 19- FEB. 1 U.K. CAMPAIGN FEB. 2-6 NEWPORT BEACH TV DIGITAL MEDIA CENTER DEVELOPMENT ENTERPRISE NEWPORT BEACH Balboa Island Marketing, Inc. joins Enterprise Newport Beach Marketing Plan establishes goals of new brand, website, and marketing support for key events New Balboa Island brand identity and advertising campaign created Anticipates re-imagined website Summer 2015 Partnership continues with Balboa Village Merchants Association. Signature events promoted throughout the year CELEBRATE NEWPORT BEACH Newport Beach Chamber of Commerce calls on Celebrate Newport Beach to market and promote the 106th Newport Beach Christmas Boat Parade Brand Redesign Fully Integrated Marketing Campaign launches 312 Million Media Impressions Featured 2 celebrity Grand Marshals Added grandstands New sponsors Sponsors and promotes three major Newport Beach festivals Newport Beach Film Festival Newport Beach Jazz Festival Hyatt Regency Newport Beach Summer Concert Series LEISURE MARKETING- TOT Contract continues with the City of Newport Beach for the 2015 Fiscal Year. New two-year marketing plan and budget begins Travel extends to China and the Middle East with Orange County Visitors Association. Team educates international travel agents and meets with high-level Chinese companies Pioneering agency BVK spearheads efforts to develop the new values-based Newport Beach brand position and campaigns for leisure and meetings markets Inaugural international campaign launches in London in collaboration with the Newport Beach Film Festival. Mobile Newport Beach consumer experience tours London hot-spots, and a pre-BAFTA reception honors the cast and crew of The Imitation Game. 600 Million Impressions Interactive kiosk activates at Concierge Desk in Fashion Island Pick Your Paradise campaign runs in key Southern California markets May- June. Bolsters tourism business during shoulder season. 37,400 Incremental Trips 56,300 incremental room nights $21.5 million incremental spending $76 ROI GROUP SALES- TBID Live the Dream Sweepstakes rewards meeting planners for sourcing events with Visit Newport Beach, Inc. One lucky winner enjoys the ultimate Newport Beach vacation. New experiential-concept trade show presence debuts at IMEX, a premiere incentive and meetings industry trade show. 60 Shows Attended Worldwide Leading meeting planners and associations hosted in Newport Beach to showcase the destination and TBID partners 12 Industry Events 355 Clients Hosted Conference presense elevated with sponsorships at 6 major conferences: Global Pharmaceutical Medical Summit CDX15 San Diego MIC Denver CBI Pharma Forum Conference Direct APM CalSAE Elevate Highest group sales room-night goal in its history is reached 79,375 actual room-nights booked 336 definite bookings $51.1 Million economic impact
- 14. NEWPORT BEACH COMPANY 1600 Newport Center Drive Ste. 120 Newport Beach, CA 92660 VisitNewportBeach.com 949.719.6100 800.94.COAST