Paso Robles Wine Country Alliance BlendFest on the Coast- Grand Tasting 2018 TOTAL 2018 Budget 2018 Actual Diff vs. Budget Income Total Income

Transcription

1

2

3 Pas Rbles Wine Cuntry Alliance BlendFest n the Cast- Grand Tasting 2018 TOTAL 2018 Budget 2018 Actual Diff vs. Budget Incme Early Bird Admissin (Early)- $35 $1,225 $0 $1,225 General Admissin Early)- $45 $13,825 $0 $13,825 Early Bird Admissin (Sunset)- $55 $1,375 $0 $1,375 General Admissin (Sunset)- $65 $11,375 $0 $11,375 Ttal Incme $27,800 $0 $27,800 Expense Salaries $13,300 $0 $13,300 Graphic Design $10,000 $10,000 $0 Credit Card Prcessing $1,390 $0 $1,390 Equipment Rental Rentals $1,811 $0 $1,811 Facility Rental $0 Charity TBD $1,650 $0 $1,650 Fd (Catering) $0 Cheese $200 $0 $200 Pairing Knife $5,540 $0 $5,540 Wine Glasses, Fd Trays, etc $1,375 $0 $1,375 Security $690 $0 $690 Signage $200 $0 $200 water $12 $0 $12 Advertising expenses $5,000 $0 $5,000 Supplies $350 $0 $350 Sales taxes $2,151 $0 $2,151 Taxes & Licenses $75 $0 $75 Ldging $800 $0 $800 Meals: Staff $450 $0 $450 Travel & Mileage: Staff $200 $0 $200 Ttal Expense $45,194 $10,000 $35,194

4 PASO ROBLES WINE COUNTRY ALLIANCE 2017 BLENDFEST RECOMMENDATION December 5, 2017

5 BLENDFEST PLANNING PLATFORM Media Budget: $5,000, inclusive f $500 fee Timing: 1/2 2/11, event dates Feb Audience: A35-64; $150K+ HHI; Wine Enthusiasts Markets: LA, OC, San Dieg, Bay Area, Bakersfield, Fresn Selectin Criteria: Cnslidate spending int ne key partner t maximize the minimums and meet cntractual minimum bligatins Ability t deliver key target segments within gegraphic ftprint in rder t build awareness Ability t deliver high cmpsitin f cre audience t maximize reach and scale Ability t drive cntextually relevant message expsure in quality editrial envirnments Efficient csts as measured by CPM and Cst-Per-Visit Prven track recrd f strng perfrmance (CTR/CPC) 2

6 DIGITAL PARTNER PERFORMANCE While the verall tactical mix yielded exceptinal results in 2017, Yah prved t be the tp partner acrss the year. Yah was a tp surce f impressins, clicks and paid site visits. While the CTR was n the lwer range f ther partners, it was ffset by the highly efficient CPM. In fact, Yah generated the mst efficient partner bth in terms f CPM and CPC. The Native ad placements fr the fall brand campaign delivered the lwest CPC at $0.16 fr any placement in all f Yah delivers reach f the cre audience - it is #1 lifestyle site ranked fr the target audience as ranked by cmscre. As a stand alne partner, it allws fr cmprehensive delivery by ffering native in-stream executins and standard display banners as well as cverage acrss all devices. PARTNER IMPS CLICKS CTR SPEND CPM CPC CBS 2,001,197 20, % $27,140 $13.56 $1.34 CBX 9,127,690 77, % $39,650 $4.34 $0.51 CDSP (Live Intent) 6,227,263 10, % $26,171 $4.20 $2.58 Facebk 4,414,072 52, % $66,841 $15.14 $1.27 Pandra 4,158,137 18, % $39,000 $9.38 $2.08 Tribune 1,007,623 5, % $6,424 $6.38 $1.12 Trin* 2,581,223 79, % $25,895 $10.03 $0.32 Yah 26,146,006 65, % $47,587 $1.82 $0.73 Trin: Spring results were inflated due t a tracking issues, clicks and CTR were bth verstated and the CPC was understated. The fall campaign yielded a 1% CTR and a CPC f $

7 BLENDFEST RECOMMENDATION Facebk: It cmmands a minimum mnthly spend f $5k fr paid supprt. Acrss the span f the Blendfest flight, required spending wuld exceed the initiative budget. While it is a tp partner, Facebk can be supprted by nn-paid psts specifically given the grwth in fllwers ver the previus year. Yah: The plan includes a mix f standard display and native fferings, bth tp perfrmers frm The Native ads are purchased n a Dynamic CPC basis and are expected t be mre efficient than prjectins. Additinally, banner ads als yielded mre efficient CPMs in 2017 due t added value. When the campaign is actualized it is als expected t yield lwer CPMs. PARTNER PLACEMENT UNIT IMPRESSIONS CPM Clicks CPC SPENDING Yah.cm Yah.cm Brand_Managed Perfrmance_(Y! & 3rd Party $150k+ HHI, Wine Enthusiasts)_A25-64_ GEO_LA, OC, San Dieg, San Francisc, Bakersfield, Fresn- Visalia 300x250, 728x90, 300x50, 300x600, 160x600, 320x50 381,356 $5.90 $2, Yah.cm Brand_Native_(Y! $150k+ HHI, Wine Enthusiasts)_A25-64_ GEO_LA, OC, San Dieg, San Francisc, Bakersfield, Fresn-Visalia 1200x627, 627x627 1,552 $1.45 $2, $4,

8

9

10

11

12 1% 1% 1% 1% 1% 1% 1% 2% 2% 2% 1% 1% 1% 1% 2% 1% 1% 1% 1% 31% San Luis Obisp Tulare Kern San Bernardin Riverside Alameda Santa Clara Ls Angeles Fresn Ventura Orange San Dieg Santa Barbara Mnterey 3% El Drad Cntra Csta 3% Napa Kings 3% San Mate Slan 3% 4% 11% Stanislaus Oregn Gergia Armed Frces 5% 5% 3% 6% Michigan Illinis Australia Canada Minnesta Flrida

13

14

15

16

17 San Simen Turism Alliance MEETING MINUTES DRAFT UNTIL APPROVED Nvember 21, 2017, 1:00 pm Cavalier Cve Rm 250 San Simen Ave., San Simen, CA The meeting was called t rder at 1:00 pm WELCOME & INTRODUCTIONS Bard Members Present: Mike Hanchett and Kaushik (Ken) Patel. Paul Panchal was nt in attendance (unexcused absence). Staff: Cheryl Cuming, SLO CBID CAO; Michele Rest, Visitr Center Crdinatr and SSTA Recrding Secretary. Guests: Mark Hucek and Jeanne Haegele, Cavalier Resrt; Lance Levitt, Cavalier Resrt; Stacie Jacb & Brad Rubin, Slterra Strategies; Sue Kwasny, Diva Day Spa; Daniel Brwn, Zebra Radi 1700 AM; Chelsea Mdlin, Pas Rbles Wine Alliance; Kathleen Naughtn, Hearst Ranch Winery; Taylr Hilden, Scarecrw Festival; Carlyn Skinder, Mnterey Bay Natinal Marine Sanctuary. PUBLIC COMMENT(S) Nne CORRESPONDENCE Mike reprted that the San Simen Chamber f Cmmerce sent a letter t State Parks regarding the prpsed Mitigated Negative Declaratin (MND) fr the Piedras Blancas Mtel prperty recnstructin. APPROVAL OF MINUTES fr Octber meeting. Ken made the Mtin, Mike 2 nd ; All in Favr. SLO CBID UPDATE Cheryl reprted that the Cunty s Infrastructure and Beautificatin Grant (BIG) prgram funded 11 unincrprated area prjects with $100,000 in funding. Last year, San Simen received funding frm this grant. September s Rural Rad Trip C-Op effrt cntinues t draw attentin t San Simen and Ragged Pint. The CBID will be hsting the 5 th annual Castal Discvery and Stewardship Celebratin starting January 13 th thrugh the end f February. The Hearst Castle Theater will shw the Disney film, Oceans. Cheryl prvided a full page f mre than 40 events that will be part f the 6-week celebratin. CBID Financial Update: San Simen s cntributin last mnth was at abut 19%, dwn frm the average f abut 21%. Cheryl said the next reprt will include a quarterly update. 1

18 SOLTERRA CORE MARKETING UPDATE: Stacie reprted n the new prm, Tp 10 Reasns t Visit San Simen This Fall and Winter. The press release went ut Nv 13 via PR Newswire and t Cisin n Nv 20. Slterra is adding cntent t the new San Simen website, which is nearly ready t launch. Brad indicated that the website will launch this week, and he can make revisins as needed. Brad specifically requested better phts fr the website. Mike will give Slterra the phts f the ldging prperties taken by Pierre Rademaker. Visit SLOCAL will be phtgraphing San Simen and Ragged Pint prperties next week. Slterra prvided cntent fr the updated Visit SLOCAL website and fr Black Diamnd UK Travel. Gateway Signage: The dedicatin fr the new San Simen sign is scheduled n the same day as the dedicatin fr the new Cambria sign n Weds, December 13. The Cambria ribbncutting will be at 2:00, with San Simen at 3:00 and a receptin t fllw at the Cavalier Resrt. The date was determined by the availability f Supervisr Bruce Gibsn, wh will attend. Stacie needs the names and cntact infrmatin f any special guests t be invited. OTHER REPORTS/UPDATES: 1. Visitr Center Reprt: Michele reprted that Friends f the Elephant Seal will be hsting an Open Huse ver Thanksgiving weekend and the San Simen Visitr Center will be pen as well 10 4, Saturday and Sunday. 2. Alliance Partners Reprt/Update: Scarecrws: Taylr said that this was the best year fr the scarecrw festival. The fficial reprt will cme ut in January. MBNMS: Carlyn reprted seeing humpback whales in big numbers right nw. The Castal Discvery Center will be pen 11-5 all Thanksgiving week (except Thursday). In December, the Discvery Center will hst tidepl turs during the lw tides. 3. Highway 1 Clsure Update: N new infrmatin. Mike will be n an update phne call next week. ACTION ITEMS Blendfest. Chelsea presented a grant prpsal fr Blendfest, t be held n the weekend f February Hearst Winery has agreed t hst the Grand Tasting n Saturday at the warehuse. The event must be a fundraiser fr a lcal cause. Mike made the Mtin t apprve up t $7,500 fr Blendfest with the suggestin that the Friends f Hearst Castle be the recipient f the fundraiser. Ken 2 nd, All In Favr. 2. RFP fr Marketing Services: N Actin taken. Meeting adjurned: 2:00 pm Next Advisry Bard Meeting: Tuesday, January 23, 1:00 pm (N Dec meeting). Lcatin: Cavalier Cve Rm 2