HomeMy WebLinkAbout06-27-1994 Item #03Oyy'
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THE CO[ORM[OASi
April 8, 1994
Mr. Kevin Murphy
City Manager
CITY OF NEWPORT BEACH
3300 Newport Blvd.
Newport Beach, CA 92663
Dear Kevin,
Agenda Item No. 3
CITY GF
JON
Enclosed you will find our purposed budget for fiscal year 1994-1995. This is in
accordance with our contractual agreement.
On behalf of the Newport Beach Conference and Visitors Bureau, I have included
comments pertaining to the budget and the outlook for the coming year. You will also
find our marketing plan of work.
Please contact me if you have any questions. Thank you for your support of our Bureau
and the industry it serves.
Sincerely,
Margo Repta, Chairman
Board of Directors
MR/ss
1
NEWPORT BEACH CONFERENCE & VISITORS BUREAU
366 San Miguel, Suite 200, Newport Beach, California 92660, (714) 644-1190 1 -800 -94 -COAST FAX: (714) 644-1180
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
Newport Beach, California
Proposed Interim Budget FY 1994-1995
Introduction
Annually, the Newport Beach Conference and Visitors Bureau submits its proposed
budget for the next fiscal year.
We have taken a conservative approach in anticipating no increase in the proposed
transient occupancy tax that is provided by the City. This is our primary source of
funding for our marketing efforts. Our prudent budgeting reflects careful planning to
maximize this revenue.
We remain optimistic that our hotels will show an increase in occupancy in the next year.
The challenge for the hotels will be to enjoy growth in the average daily rate, along with
growth in occupancy.
Everyone is working in partnership to overcome our state's recession and the unfortunate
press coverage California has received in the past year. This has caused some decline in
the leisure, corporate and group markets. As we see an increase in hotel occupancy,
more revenue will be generated in our restaurants, retail and attraction services. This
will contribute to the bottomline of our City's revenues.
The Newport Beach Conference and Visitors Bureau continues to be a strong sales and
marketing organization. We continue to grow our membership and meet the needs of
our members. We continue to meet the needs of individual travel planners, conference
planners, international travelers, travel writers, and the media. Our resources are limited,
but our dedication to the mission of the Bureau is vital.
Our budget has been prepared to support a very specific sales and marketing plan of
work. Through these efforts we will continue to increase the awareness of Newport
Beach as an outstanding destination and attract visitors to our community.
Margo Repta, Chairman
Board of Directors
NEWPORT BEACH CONFERENCE AND VISITORS BUREAU
PROPOSED BUDGET FY1994-1995
Line Item/Chart of
Account
Projected
Actual
6/30/94
Revised
Budget
93-94
Proposed
Budget
94-95
REVENUE
Hotel TOT
$625,000
$625,000
$625,000
Memberships
30,000
35,000
39,000
Coop/Adv
0
500
5,500
Merchandise
100
500
500
Event Hosting
0
600
600
Publications
100
500
500
Miscellaneous
TOTAL (REV)
655,200
662,100
671,100
EXPENSES
SALARY EXP
X Salaries/505
274,000
274,000
285,000
TOTAL SALARY
274,000
274,000
285,000
PERSON',NIEL EXP
Payroll Taxes/506
24,709
24,709
25,650
Benefits/508
39,000
53,600
46,000
Workers Comp/510
0
3,000
3,000
TOTAL PERSON.
63,709
81,309
74,650
OPERATIONS
Rent/522
55,000
55,000
56,000
Legal/Account./526
18,000
15,000
12,000
Bank Charges/527
300
300
300
Computr Consult/528
5,000
4000
2,000
Repair/Maint./530
120
400
300
Maint Contracts/532
4,200
1,800
3,300
OPER/continued
Office Supplies/534
8,000
15,000
8,000
Insurance/536
2,500
4,000
4,000
Mtg/Event/LocaU538
6,000
7,500
7,500
Equipment/540
1,000
6,000
0
Equip. Lease/542
7,000
6,540
9,000
Depreciation
11,900
11,900
13,000
Outside Service/554
1,200
1,200
1,200
Miscellaneous/IMPI
6,000
Taxes/Licenses
600
600
500
TOTAL (OPS)
126,820
129,240
117,100
MARKETING
Travel/Entert./602
12,000
20,000
16,000
Trade Shows/604
10,000
18,000
21,000
Prod/Publ/606
14,000
8,000
5,000
Printing/Publ/608
23,000
17,000
25,500
Advertize-Mtgs/610
5,000
5,000
5,000
Advert-Tourism/612
4,000
1,000
9,000
Fam/Site Tours/614
4,000
5,000
7,000
Newsletter/616
5,000
5,000
6,000
Compt Database/618
3,500
3,500
2,000
Telemarketing/620
14,000
14,000
13,000
Post/Dir. Mail/622
23,000
23,000
23,000
Media/Photo/PR/624
38,000
30,000
36,500
Misc Service/625
Prof Memb/Subs/628
9,000
9,000
7,244
ResearcIV630
1,000
1,000
0
Educ/Training/631
3,000
3,000
8,500
Gen Marketing/632
4,000
6,000
0
Spec Promotions/634
6,000
8,000
5,000
TOTAL MKT
178,500
176,500
189,744
+6.3%
TOTAL EXPENSE 643,029
-------------------------------------------------------
NET rNi C(LOSS) 12,171
-------------------------------------------------------
661,049
----------------------
1,051
666,494 +3.7%
•1•
5
SALES AND MARKETING
1994-95 PLAN OF WORK
MISSION STATEMENT
The mission of the bureau is to gain and retain guests, through the solicitation of
conferences and other related group business, and to engage in visitor promotions,
which generate overnight stays for the community, promoting lodging, food and
beverage, attractions, and other visitor related business, thereby enhancing and
developing the economic assets of the city.
CONFERENCE MARKETING
Target Markets - Association and Corporate with special emphasis on California
Goals:
* To generate 190 leads
* To confirm 76 conference bookings
Activities:
1. To continue database marketing, identify and solicit new prospects
and trace and maintain existing accounts.
2. To attend the following California trade shows promoting Newport
Beach as a meetings destination:
a. Northern California Society of Association Executives
November/San Francisco
b. Sacramento Society of Association Executives
December/Sacramento
c. Northern California Chapter of Meeting Planners Int'1.
January/San Francisco
d. Southern California Society of Association Executives
May/Local area
e. Meetings West
December/San Francisco
Page 2
1994-95 Plan of Work
3. To attend the following Midwest trade shows promoting Newport
Beach as a meetings destination:
a. Chicago Society of Association Executives
December/Chicago
b. Int'l. Assn. of Convention & Visitors Bureaus
Destination Showcase
February/Chicago
c. Meeting Planners International
June/Minneapolis
4. To attend the following eastern trade shows promoting Newport
Beach as a meetings destination:
a. Affordable Meetings
September/Washington DC
b. Int'l Assn. of Convention & Visitors Bureaus
Destination Showcase
February/Washington DC
5. To organize and conduct one sales blitz in which we contact a large number
of meeting planners in a concentrated area
a. Los Angeles/Date to be determined
6. To organize and conduct two Familiarization tours
a. Association/Origin to be determined
b. Corporate/San Jose
7. To continue promoting all members of the bureau
a. Via conference servicing
b. Familiarization tours
I
Page 3
1994-95 Plan of Work
8. To offer cooperative marketing programs with the hotels.
a. Advertising (newspaper, industry magazines, radio)
b. Trade Show participation
9. To continue to provide and expand conference servicing support to groups
who have selected Newport Beach as a meeting destination.
10. Update and reprint Destination Planner
11. Develop a corporate guide for meeting planners
12. Continue to develop and replace promotional items to support bureau
marketing plan
13. Maintain professional affiliations
14. Continue to produce pre -mailers for trade shows
15. Continue to coordinate and assist meeting planners and decision makers
on sight inspections
TOURISM MARKETING
Goals:
* To host one media Fam tour
* To develop exposure and awareness for Newport Beach as a visitor
destination
I
Page 4
1994-95 Plan of Work
Activities:
1. With the assistance of a public relations consultant
a. provide information for original articles on Newport Beach
b. provide information for press releases
c. host media and travel writers Fam tours as needed
d. provide and maintain a photo (slide) library for media and
meeting attendance promotion
2. Respond to all media inquiries with requested information
3. Update Newport Beach information in various travel directories and guides
4. Continue distribution of Newport Beach information to hotel concierges
5. Explore cooperative placements of small ads that encourage visitors to
to call the Bureau's 800 number for visitor information
6. To continue co-op advertising and promotion with southern California cities
7. To continue to provide visitor information services
a. respond to all inquiries for visitor information
b. continue charting where information requests originate
8. Explore various avenues of the group tour market
9. Update and reprint Visitor Guide
EDUCATIONAL SEMINARS
International Association of Convention & Visitors Bureaus - July
Western Association of Convention & Visitors Bureaus - November
Professional Convention Management Association - January