2014 annual report_edit08
TRANSCRIPT
2014 ANNUAL REPORT
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INTRODUCTION
BOARD OF DIRECTORS
2014 MAJOR BRAND INITIATIVES
2014 ACCOMPLISHMENTS:
MARKETING & COMMUNICATIONS
OCCUPANCY AND SALES EVENTS
ECONOMIC IMPACT STRATEGIC INITIATIVES
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table of contents
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Roseville Visitors Association
2014 put Minneapolis and Saint Paul in the national spotlight for various national conventions and sporting events. From the USA Volleyball Girls’ Junior National Championship at the Minneapolis Convention Center to the Major League Baseball All-Star Game at Target Field and the BMW Bike Rally at the Minnesota State Fairgrounds, “Perfectly Positioned” Roseville hotels benefited from these major group room blocks and transient overflow. Roseville Visitors Association also worked to help secure room blocks for national sporting events in the near future including the 2018 NFL Super Bowl LII, the NCAA Frozen Four in 2018 and the NCAA Final Four in 2019.
We are also staying on top of the ever changing digital marketing landscape changes and developing new ways to bring Roseville front and center when planning a visit to the Minneapolis and Saint Paul. We head into 2015 with optimism and vow to continue to work diligently to bring the meetings, groups and leisure tourists that translate into increased tax revenues for our city and state. It is through these ongoing efforts that the Roseville Visitors Association will continue to positively impact the economic outlook for the City of Roseville and beyond.
Julie Wearn
Chief Executive Officer
2014 Year in Review
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The Roseville Visitors Association is the lead destination marketing organization promoting Roseville, MN for meetings, conventions, and tourism; investing in strategic co-op metro partnerships and continually looking to
enhance the visitor experience which contributes to the identity and economic well being of the City of Roseville and it’s residents.
RVA StaffJulie Wearn, CDME Chief Executive OfficerEmail: [email protected]
Carrie Ford, CTIS Director of Sales & MarketingEmail: [email protected]
Shannon Hirstein Sales ManagerEmail: [email protected]
Lindsay Spiros Marketing & Events CoordinatorEmail: [email protected]
Mission Statement
Board of Directors
Board of DirectorsKen Gay (Chair)DirectorUniversity of Minnesota Continuing Education and Conference Center College of Continuing Education
Zach Crain AttorneyBatten and Beasley, PLLC
Kathy JohnsonExecutive DirectorMidwest Society of Association Executives
Chris LeachOperations ManagerMinnesota State Fair
Elisabeth OstranderSenior Marketing ManagerRosedale Center
Dan RoeMayorCity of Roseville
Susan SommervoldDirector of Sales & MarketingRadisson Roseville
Pat TrudgeonCity ManagerCity of Roseville
Tammy WorrellProduction ManagerMarketing & CommunicationsUniversity of Northwestern
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Brand Initiatives
VisitRoseville.com Mobile
The Roseville Visitors Association engaged in various and new online marketing strategies to help increase awareness for visitors looking for hotel accommodations when visiting Roseville and the Minneapolis and Saint Paul area. We worked with Ciceron to enhance our Search Engine Optimization and made additional improvements to our website including:
2014 Website Review
Website
*Creating a page for our Coupons and Deals
*Added a “Book Now” button on all hotel pages to direct visitors to make online reservations on Jack Rabbitt
*Integrated a blog to our website
*Completed meta information updates for main pages
*Added RVA to relevant directors
*Reviewed backlinks to website
*Confirmed directory listings and updated content
In 2014 we launched our Mobile Website m.visitroseville.com to allow visitors to access our information on their mobile phones and tablets. Of all the website traffic to www.visitroseville.com in 2014, 40% of the traffic came from mobile phones and tablets.
Total Sessions: 27,945Unique Visitors: 21,971
Page Views: 63,015
Sessions By Region Minnesota: 17,264
Wisconsin: 1,886 Illinois: 1,007
California: 628 Iowa: 546
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12 posts YTD | 893 views
Local businesses, locations, restaurants, and events are featured on Smack Dab weekly. We hope our blogs will engage local business owners and managers to reach out to us with requests for special event blogs to make it a more interactive
social platform.
Accomplishments
Constant Contact Newsletter 13,106 subscribers
Marketing & Communications The Marketing team created and implemented new strategies to increase our social media presence, online
advertising, e-newsletters and advertised in various leisure and trade publications.
LIKES & FOLLOWERS
December ‘13 .... 1,399 .......... 432 ............... 40 December ‘14 .... 4,328 .......... 843 ............. 104
FACEBOOK TWITTER INSTAGRAM Likes Followers Followers
The Roseville Visitor Guide received a cover make over in 2014 which highlights Roseville as being “Perfectly Positioned” to all the area attractions, events and sporting venues in the Minneapolis and Saint Paul area. Additional
updates to the guide included a tear out coupon book and enhanced restaurant map.
Social Media
Roseville Visitor Guide
25,000 Visitor Guides printed
9,640 Visitor Guides
downloaded
Distribution of the Visitor Guides-Explore Minnesota Tourism Travel
Information Center-Mall of America
-Non-Fair Events at the Minnesota State Fairgrounds
-Various Trade Shows, Sales Missions and Women’s Expos
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Accomplishments
Google Ad Words
From March-September of 2014 we ran various Google Ad Words campaigns to highlight our close proximity to Minneapolis and Saint Paul and the Minnesota State Fairgrounds. Results were as follows:
Total Impressions - 3,915,380Total Clicks - 8,523Average Cost per Click -$0.98
Online Marketing
New and clever banner ads ran on the Forum Communications network and WCCO network of sites and retargeted ads in North Dakota, South Dakota, Iowa and Wisconsin to promote Roseville as a destination for summer leisure travel and the Minnesota State Fair. Results were as follows:
Forum Communications April - JuneTotal Impressions - 500,405Total Clicks - 916Average Click through Rate - 18%
Winnipeg Marketing Campaign
#Stay an Extra DayThe Roseville Visitors Association along with 16 other metro partners took part in a $136,000 Winnipeg Advertising Campaign with the Explore Minnesota- Minneapolis & Saint Paul Area Metro Tourism Committee from August-December, 2014.
The Winnipeg advertising campaign goal was to utilize all of Winnipeg’s media outlets, including, billboards, Winnipeg TV, Radio Promotion, Winnipeg Free Press and Ads on Transit Buses and encourage visitors to #Stay an Extra Day in the Minneapolis & Saint Paul area.
2014 Marketing Campaigns
WCCO June-July Total Impressions - 376,045Total Clicks - 336Average Click through Rate - 9%
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Accomplishments
Roseville Visitors Association had ads in the following print publications which included the Minneapolis and Saint Paul Official
Visitor Guide, Minnesota Meetings and Events, MSAE Official Directory and Going on Faith and the Explore Minnesota Travel Guide.
Marketing Initiatives
In addition to our traditional banner ad campaign for the the Minnesota State Fair, we also enhanced our marketing efforts by creating a Google ad words campaign and enhanced our social media efforts by creating contests on Facebook to drive more traffic to our website for the month of July-early September. Our efforts paid off with a 73% increase in website traffic over 2013.
Minnesota State Fair Campaign
MultimediaWe created a video for the website “Official Best Of ” which highlights Roseville as the Official” Best Fun Family Getaway” in Minnesota. The two minute segment was featured “ the Official Best of Minnesota” show was featured on WCCO in the Twin Cities, KBJR in Duluth and the Discovery Channel on July 20th, 2014. The segment will also be featured on www.officialbestof.com until June 2017.
Print Advertisements
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Accomplishments
2012Number of Visitors556,768Occupancy: 65.4%Average Daily Rate$78.34
Revenue to Roseville$21,808,605
2013Number of Visitors565,360Occupancy: 65.8%Average Daily Rate$79.95
Revenue to Roseville$22,600,273
2014Number of Visitors
585,981Occupancy: 68.2%
Average Daily Rate
$85.74Revenue to Roseville*
$24,752,671
Roseville Occupancy & Average Rate
Roseville:
Minnesota:
Minneapolis:
Bloomington:
St. Paul:
2012 Occupancy
65.4%
55.8%
67.9%
69.2%
59.9%
2013 Occupancy
65.8%
62.2%
71.6%
70.3%
62.6%
2014 Occupancy
68.2%
62.9%
71.8%
72.6%
63.2%
*Number of ppl x Average Daily Rate = Revenue
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Accomplishments
Total Definite Bookings increased by 39% over 2013 with a total of 12,605 room nights booked by the Roseville Visitors Association sales team. Major bookings includes the Charolais Junior National Show 2015, BMW Bike Rally, 2018 NFL LII Super Bowl and the National American Hockey League Amateur Hockey.
Total Estimated Economic Impact of $4,361,408.79*
The Roseville Visitors Association Sales Team exhibits and attends a total of 16 Consumer, Meeting and Group Tour trade shows a year.
Average YTD Occupancy Rates:2014: 68.2% 2013: 65.8% 2012: 65.4%
Sales by Numbers
The area saw an increase in occupancy in May, June and July compared to previous years due to area wide events including the USA Volleyball Girls’ Junior National Championships, and the Major League Baseball All-Star Game at Target Field.
*Estimated Economic Impact Formula for Definite-Room Rates x # of Room Nights = Total Hotel RevenueNumber of ppl x $150= Daily Visitor SpendingTotal Hotel Revenue + Daily Visitor Spending + Estimated Economic Impact
Roseville STR Report
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Accomplishments
OVALumination, the annual holiday lighting festival coordinated by the Roseville Visitors Association, continues to gain momentum and community support. This year, OVALumination saw an increase in tree sponsors and trees lit from 73 to 107. We incorporated 4 family event nights from Santa to S’mores. Overall, OVALumination had a total of 70 Sponsors which helped illuminate 107 trees.
Community Events
We also expanded our reach with the Ordway Center for Performing
Arts to create a social media contest “Take a Selfie with Ralphie” to help promote A Christmas Story
at the Ordway and entice people to come and take a Selfie with
Ralphie at the OVAL.
53 Coats, 20 Scarves, 30 Hats, 15 Pairs of Mittens, 10 Snow Pants, and2 Pairs of Boots
We partnered with Roseville Areas Schools to host a clothing drive to help children in need of winter clothes. In total we collected:
Giving Back
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Economic ImpactExplore Minnesota Tourism Facts
According to Explore Minnesota Tourism, sales at leisure and hospitality businesses grew 49% from 2003 to 2013, including 4% annual growth for 2013. Ramsey County’s leisure and hospitality industries produced $1,858,794,999 in gross sales and $120,493,932 in sales tax in 2013.
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Strategic Initiatives
Three Year Strategic Destination DirectionThe RVA has completed a 2015 Destination Marketing and Sales Plan for Roseville, Minnesota that is aligned with the strategic direction and priority initiatives identified in the 2015–2017 Roseville Minnesota Strategic Destination Plan with advice received from some 38 community/visitor industry leaders, interviews with Zeitgeist Inc., RVA BOD retreat facilitated by Bill Geist of Zeitgeist Inc and the Roseville Visitors Association staff. This plan details the annual program of work based on the agreed-to destination marketing organization (DMO) visions, mission and long-term goals. Destination and DMO 2020 VisionsRoseville Minnesota, is home of Rosedale Center, Guidant John Rose Minnesota OVAL and the University of Northwestern. By 2020 we will have a totally revitalized, core downtown area with an architecturally renowned open air skyway system connecting Rosedale Center, Crossroads of Rosedale and Rosedale Commons creating a ‘green’ pedestrian friendly shopping experience and a unique outdoor event space.
Strategic Plan Moving Forward
We will be known as a regional holiday destination based on OVALumination which has grown in size and scope to a holiday light display encompassing all 300 trees at the OVAL and crossing over to Central Park to continue the tree illuminations. With almost two full months of holiday events taking place in November and December and sanctioned Winter Carnival events in January, OVALumination has turned into a regional draw attracting out of town visitors who spend the night, resulting in a 15+ million dollar impact on the hospitality industry in Roseville. Our City Marketing Partnership Agreement reach will also have expanded to include neighboring cities like Falcon Heights, Arden Hills, Vadnais Heights, Shoreview, etc.
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Strategic Initiatives
DMO Mission Statement The mission of the Roseville Visitors Association is to promote Roseville, Minnesota as a destination by attracting meetings, convention and tourism, to contribute to the identity and economic of the City of Roseville; and to take a leadership role in with community and business partners to provide an outstanding visitor experience.
Destination Visitor ExperienceImprove the level of visitor retention and loyalty through active support of wayfinding signage for our wonderfully extensive collection of city parks, recreational areas – OVAL, Central Park and major thoroughfares like County Rd C. Invest in the discovery process for development of designated core shopping/entertainment/event spaces that will enhance unique visitor experiences and showcase premier shopping at Rosedale Center.Destination Community Relations and AdvocacyTo raise the profile and value of the visitor industry so key community stakeholders and legislators understand the ‘new money’ multiplier effect on many businesses, including non-tourism industries, the jobs provided and the tax base that directly benefits community members. Destination Funding and LeadershipTo operate as a fiscally responsible business with effective research-based planning, committed partnerships and ever increasing market presence.
DMO Strategic Goals
Rosedale Towers 1700 W. Highway 36, Suite 405 Roseville, MN 55113(651) 633-3002 • [email protected]