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HomeMy WebLinkAbout2023-05-16 Council Meeting Quarterly Report January -April 2023 Ashland City Council May 16, 2023 th Travel Ashland Role Our work and impact Where we are now Springing forward Program Analytics CONTENTS Earned media coverage Website and Social Analytics Paid Media Performance –Search and Display Strategic Campaigns Current Campaigns and looking ahead Industry Statistics Ashland lodging industry Culinary Industry Photo by Katie Guest @GuestLife Travel Ashland’s role and work Travel Ashland leverages lodging tax grant dollars to promote our destination and diversify our visitor, by providing the furthest, effective market outreach and destination managment that businesses and partners depend upon. Ashland continues to welcome new, more active and spontaneuous visitor personas. Spring showed a softness in domestic leisure travel currently being felt throughout the country due to increased international travel. Stabilization is forecasted for 2024 –2025. We are proactively in dialogue with our stakeholders, regional and state industry partners in regards to OSF’s current challenges and Ashland’s visitor economy. As partners, we craft the current message to best tell the story of Ashland overall, in an ever-changing landscape. We are seeing recovery and revenues exceeding pre-pandemic. Given the foundation of our visitor study and strong brand platform, we are focusing on diversifying tourism and revitalizing downtown in our Economic development work. For example, we are analyzing the obstacles for those who want to produce events and how we can work more collaboratively to foster more fertile ground and alignment. We are engaged in the trails council conversation and the Ashland trails project in regards to producing a smaller more focused map that is needed while supporting our outdoor partners and lands. Photo by Katie Guest @Guestlife A track record of positive impact For the past 40 years, your investment has enabled Travel Ashland to generatelodging tax dollars with our industry partners and operators to fuel Ashland’s economy. Travel Ashland is the tourism branch of the Ashland Chamber of Commerce. We have increased lodging tax and food & beverage tax revenue year over year, aside from the pandemic, and have helped to generate strong recovery since. These dollars and the impact of visitation also support our year-round workforce,enhance our quality of life, fund essential services and sustain amenities that residents value. It underscores why we live here. Our work inspires visitors to travel here year-round supports our tourism related businesses. Of the lodging tax generated: 70% goes to the City’s general fund; 30%are restricted tourism dollars that, by state law, must be reinvested back into the tourism industry. Photo courtesy of NHG Where we are now We are promoting Oregon Wine Month for May through our channels. Each month, we promote events throughout the region such as Art Beyond and World Music Festival. We are planning for 4, Halloween, Festival of Light and a new event I will share later. th We are excited to promote Mt. Ashland new summer operations. Early summer promotions are underway with targeted campaigns, such as Dream Like a Local, reaching our personas and key markets that we continually assess and update based on engagement and visitation. With our new YouTube channel we are sharing our seasonal videos and will produce the spring shoot next week showcasing shopping, trails and outside dining. This garners fresh imagery and footage. Travel Ashland’s Industry platform page launched to support our partners with resources, research and outreach. The Visitor Guide will publish early June along with the new Living & Doing Business Relocation Guide ‘23-’24, digitally and printed. Through our collaboration Ashland was awarded 3 new conferences in the past month for future years including the Oregon Mayor’s Association and River Management Systems. Photo by Jesse Cudworth Program Analytics Photo by Bob Palermini Earned Media Coverage January –April 2023 Coverage for Ashland and the region continues to be strong with many travel writers touring our region. Travel Ashland participates by collaborating, hosting, planning and coordinating with partners such as Neuman Hotel Group, Travel Southern Oregon, Rogue Valley Vintners and Travel Oregon. Ashland was recognized in 4 of the USA Today Top 10 Readers Choice Awards 2023 : Top #5 Best Western Small Town Top #6 Best Small Town Cultural Scene Top #7 Best Small Town Food Scene Top #7 Best Small Town for Shopping https://www.10best.com/awards/travel/February 2023 7 Unique Experiences the whole Top 10 Small Towns in the Pacific family will love in the Top Global Northwest to visit in 2023 Wine Destination www.traveloffpath.com www.travelawaits.com3million The Charming Small Oregon Town that ranks among Top 10 Best Art Towns in America www.thatoregonlife.com Website and Social Analytics Website Metrics www.travelashland.com Site targetsworkbook January -March Actual January -March January -March Variance Variance 20232022 Pageviews 28,26420,629+7,635+37.01% Users 16,4838,850+7,633+86.25% Sessions 18,32910,650+7,679+72.10% April-June Forecast April -June 2023April -June Variance Variance 2022 Pageviews 48,75548,75500% Users 25,28125,28100% Sessions 29,20029,20000% Social Metrics Instagram January -March Actual Facebook January -March Actual January -January -+/-+/- January -January - March March 2022 March March 2023 20232022 Followers 2,5012,252+2499.9% Followers 4,2193,657 Reach 16,1482,637+13,51183.6%% Reach 22,09213,681 New New 4510+3577.8% 2660 followers Followers April -April -+/-+/-April -April - June 2023June 2022June 2023June 2022 **Followers 2,5132,329+184+7.32%Followers 4,1033,899 *Reach 10,0009,771+771+2.34%Reach 30,00015,551 New Likes 6057+3+5.26%New Likes 510 *Reach forecast is organic not paid **Followers calculated using quarterly average Social Posts with high reach Spring 2023 Top Post-IG Reel2nd Top Post-IG Reel Reach 3,010 Interactions 89Reach 2,963 Interactions 160 IG Reels & Posts and FB posts all performing well. More growth was seen in IG due to the reels Overall web traffic and engagement continues to be strong although growth volume has started to plateau and we can expect to see some ups and downs. Top Pages Key Key Homepage 18.97% Top navigated to after HP Takeaways Takeaways Stay Dining Takeaways Culture Ashland-4-kids 6.91% Eat 6.54% Paid Media Performance Photo by Steve Heinrich Search Search January -March 2023 6,297 5.83% 108,075$0.81 *Industry Average 5-7% *Industry average $1.40 ImpressionsClicksCTRCPC *2022 Search Advertising Benchmarks LocalIQ -multiple categories Search Highlights Overall search is considered to be Top web pages visited from performing well, while impressions were SEM down in March, CTR was up to 6.29% from Homepage 5.56% in February Theatre/music Paid search made up 24.75% Ashland 4 Kids The top performing ad group by impressions was Family Fun surpassing Outdoors The top performing ad group by clicks was “Dynamic” surpassing “Branded” which was top in February Search Creative Examples Wine & Culinary Family FunOutdoors Impressions Clicks CTRImpressions Clicks CTR Impressions Clicks CTR 6,683 471 7.05%6,783 270 3.98% 4,232 164 3.88% Branded Arts and Culture Impressions Clicks CTR Impressions Clicks CTR 2,482 178 7.17% 3,567 390 10.93% YouTube YouTube January -March 6,1903,71359.98% Impressions100% CompletionCompletion Rate Display Display January -March 1,696 0.17% 95 971,117 Impressions ClicksCTR View Through Winter Wine & Culinary -Wanderers Persona:Wanderers Impressions: 203,800 Interest: Wine & Culinary CTR: 0.17% Market: Drive & Fly Clicks: 345 Run Dates: 1.26.2023-3.31.2023 Winter Wine & Culinary -Quick Escapes Persona: Quick Escapes Impressions: 102,245 Interest: Wine & Culinary CTR: 0.19% Market: Drive Clicks: 196 Run Dates: 2.2.23-3.31.23 Outdoor Enthusiasts -Ski Persona: Quick Escapes Impressions: 155,853 Interest: Outdoor Enthusiasts -SKI CTR: 0.16% Market: Drive Clicks: 255 Run Dates: 2.2.23-3.31.23 Basecamp Crater Lake -Winter -Outdoors Impressions: 177,114 Persona: All CTR: 0.13% Interest: Outdoor Enthusiasts Clicks: 223 Market: Drive & Fly Run Dates: 12.1.2022-2.28.2023 Family Getaways Winter Outdoors Persona: Family Getaways Impressions: 79,898 Interest: Outdoor CTR: 0.24% Market: Drive & Fly Clicks: 194 Run Dates: 2.9.2023-3.31.2023 Family Getaways Winter P ersona: Family Getaways Interest: Family Fun Market: Drive & Fly Run Dates:11.9.2022-2.28.2023 Impressions: 50,079 CTR: 0.15% Clicks: 77 March Events Persona: All Interest: All Market: Regional (150 mi Radius) Run Dates:3.1.2023-3.31.2023 Impressions: 50,105 CTR: 0.27% Clicks: 34 Display -January -March Placement Examples Overall campaigns continue to perform well. The best performing ad sets by CTR (click through rate) were both of the Top sites by click family targeted ones Delish.com 177 people.com 123 Each month we are seeing additional “view through” which is yahoo.com 83 when someone sees an ad but does not click and visits the site later PTA: Polygonal Targeted Audiences We Invite You Back December -February Utilizing Polygonal Targeted Audiences (PTA) Similar to geofencing, PTA targets a set geography and collects data via cell phone. We use a time frame “lookback” and target those who visited during the window of time and eliminate or target based on the audience we are looking to reach. Campaign Launched December 19 This targets those who have visited Ashland durin summer months and invites them back for winter activities. The audience was pulled through mobile devices Look back May-June-July, 2022 48 commercial address locations: 23,45 devices discovered accounting for 129,30 to Ashland area hotels, restaurants, airpo 819 address (CRM): 1,071 devices appended to the residential CRM list. 12,804 devices removed due to association with undesirable ZIP’s. (Mostly from 97520, 97501, 97504 and 97502 to avoid targeting locals) The campaign creative runs through websites as display ads and through social media. In addition to the direct target an additional “Audience Lookalike” was created to reach a larger audience that mirrors their online behaviors of the original audience. Photo by Steve Heinrich PTA-Performance -January -February 333,5213450.10% Display ImpressionsClicks CTR PTA-Performance -January -February 1.79% 6,155 67,7331,213 Social CTR Reach ImpressionsClicks Top Geos by Impression Welcome to Winter -PTA & Display Persona: All Interest: All Market: Drive & Fly Run Dates: 12.19.2022-2.28.2023 Impressions: 101,951 CTR: 0.17% Clicks: 172 Current Strategic Campaigns Ourcurrent display campaigns include targeting the following personas and interests during the Spring: Wanders -Outdoors Fishing Destination Friends -Something for Everyone Wanderers -Wine and Culinary Oregon Wine Month May Mountain Biking Current Monthly events in Ashland and the region These campaigns are mirrored in our social media Campaigns editorial calendar. Dream Like a Local –NEW campaign will be launching in the coming week highlighting the many fun itineraries that (April-June) locals love. Planned PTA strategy for Oregon Wine month targeting visitors who have visited wineries in similar markets Compiling an aggregation of regional events that will be housed on the Travel Ashland Site. May events display campaign is running targeted to the “In Region” geography. May events organic social posts are running Geography A new “Regional” Geography was added targeting a 150 mile drive from Ashland in addition to the fly and drive markets we target throughout the West Coast. Photo by Jesse Cudworth Destination Friends-General –Late Spring Oregon Wine Month –May 2023 Wanderers-Outdoor –Fishing –Late Spring Industry Statistics Lodging Industry Statistics: January –March 2023 Key Points: For Ashland’s entire lodging sector, a third of the properties report to STR, a data collection entity that we subscribe to. • Below, occupancy represents 536 rooms nights, approximately a third of the 1700+ rooms of Ashland’s lodging. • First quarter has the most opportunity for growth. Note: we welcome many day visitors and regional visitors during this time. Travel • is impacted by weather being the snowiest winter we have had in a decade. Beyond lodging, late winter and early spring were soft especially in March for restaurants and retail. • Increase in delayed international travel from the pandemic compressing domestic travel is a factor as most other destinations are • also seeing 20% down throughout the state as well as a softness in domestic travel in the country. Occupancy -Hotel/Motel Lodging Vacation Rentals ’22 vs. ‘21 Vacation rentals represents a large number of rooms in JanuaryFebruaryMarch Ashland. They are legally licensed and contribute to the lodging tax. Data for 66 vacation rental properties in Ashland38.8%44.8%51% Ashland shows an average of 38% occupancy Quarter 1 (Jan –Feb). Bookings are strong for summer YOY for -6.4%-14.5-10.1 and fall. Source: BookStayHop Ashland Jackson 45.1%50.5%56.4% Ashland’s Transient Room Tax Statistics show from the County latest data available that October –December 2022 collections totaled $670,621 which is the largest Southern 42.1%47.1%52.2% collection for this quarter since 1999 (available data). Oregon This is 11% higher than 2019, the second largest. That equates to $6,706,210 visitor spending for lodging Oregon 45%53%57.8% that quarter. Source: STR Report Lodging Industry Statistics: January -March 2023 Key Points: Average daily rate represents 536 rooms nights, approximately a third of Ashland’s lodging but is a key snapshot. • Data is based on properties that report to the STR reporting system. • Ashland held a strong room rate for the season and paced above the county and region. This underscores that Ashland • continues to be a desirable visitor destination in comparison to the valley and broader area. TOT and F&B revenue collections are outsourced by the City of Ashland to the State and have a lag time of 3-6 months. • Ashland ADR: Average Daily Rate (room revenue/rooms sold) Siskiyou Welcome Center Visits JanuaryFebruaryMarch Jan.Feb.March Ashland$100.60$104.15$108.11 94410111361 YOY for Ashland-1.3%3.8%-6.2% Numbers reflects weather that impacted travel and pass closures. The Siskiyou Welcome Center is part of the Oregon State Welcome Center system. Jackson County$97.46$99.57$102.45 60% of all entry into Oregon comes through our corridors. 20% of all state highway funds in Oregon are generated by visitors according to Travel Southern $95.16$98.38$101.51 Oregon. The Welcome Center is managed by Oregon Travel Southern Oregon with paid staff and volunteers and funded through Travel Oregon. Oregon $113.88$121.71$125.99 Source: STR Report Culinary Industry Statistics Key Points: Restaurants showed the following trends January –March : Customers are spending more per check though there are fewer of them vs. past years. • Below, F&B annual revenue collections show continued recovery with the latest data available Oct –Dec. 2022 at $710,238, exceeding 2018 & 2019, pre-pandemic levels. Due to rising costs, profitability is flat for many and down for some. March 2023 was softer than past years. Hence the work we do to promote year round to help increase continued revenue with visitors and planning ahead. Food and Beverage Revenue Collected $900,000.00 $800,000.00 $700,000.00 $600,000.00 $500,000.00 $400,000.00 $300,000.00 2012201420162018202020222024 July-Sept Oct-Dec Jan-Mar Apr-June Source: HdlreportsPhoto by Jesse Cudworth Ashland Mystery Fest Ashland Mystery Fest October 20–22, 2023 thnd A NEW event coming this fall to Ashland being produced by Travel Ashland and Ashland Chamber. Ellie Alexander, who has sold over half a million books and wrote one of her cozy mystery Bakeshop Series, set here in Ashland, will be joined by 9 of her cozy mystery author friends for a fun, fictional weekend with hosted author panels, pop ups and a mystery for guests to solve. With mystery dinners and packages, it will be an immersive weekend that readers and visitors will enjoy. Thank you to our sponsors Paddington Station, Friends of the Public Library, Bloomsbury Books, Barbara Allen and RVML. www.ashlandmysteryfest.com Ashland Mystery Fest October 20–22, 2023 thnd Event brand examples: Travel Ashland Advisory Committee Pete Wallstrom –Momentum River Expeditions (Chair) Graham Sheldon –Ashland Creek Inn Anne Robison –The Crown Jewel Don Anway –Neuman Hotel Group Julie Gurwell –Hearsay Restaurant, Lounge and Garden Scott Malbaurn –Schneider Museum of Art Gina Bianco –Rogue Valley Vintners Dorinda Cottle –City of Ashland Javier Dubon –Oregon Shakespeare Festival Andrew Gast –Mt. Ashland Ski Area Gina DuQuenne –Ashland City Council Liaison Photo credit: Graham Lewis Thank you! Questions? Katharine Cato, Director, Travel Ashland katharine@ashlandchamber.com BN 2023-2025 Unfunded Priorities Council Priorities –Unfunded Needs Priority #ItemDepartment 1Fire MarshalFire Department$101,920 + $30,450 (one 2Fire Training OfficerFire Department$97,065 + $32,828 (one 3Additional Wildfire FundingFire Department$200,000 4Additional Program Funds -Dawn to Dusk/Emergency City Manager$100,000 Sheltering, etc. 5Pre-Approved ADU PlansCommunity Development$15,000 6Tyler Cloud Hosting-MUNISFinance/DoIT$150,000 7IncodeUpdateCourts$10,000 8Server Operating System Updates-Deferred DoIT$40,000 Maintenance 9Network Infrastructure UpgradesDoIT$215,000 104 Single Role EMS staffFire Department$301,348 + $19,800 (one 11Deferred Maintenance City Hall (Grade F)City-wide$10,000,000 12Deferred Maintenance Council Chambers (Grade D)City-wide$1,000,000 13Additional funding or Community Center (Grade F) and City-wide$1,120,000 (structural Pioneer Hall (Grade D)improvements) QUESTIONS?