Twentynine Palms Tourism Business Improvement District Meeting

TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT REGULAR MEETING AGENDA 6136 Adobe Road Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org Thursday, April 12, 2018 REGULAR SESSION AGENDA 4:00 P. M. CALL TO ORDER Pledge of Allegiance Roll Call Changes to Agenda PRESENTATIONS 1. 29 Palms Chamber of Commerce - Report 2. MCAGCC - Report 3. Action 29 Palms - Report on Murals Restoration 4. Social Media Marketing - Report 5. Website Redesign - Report BUSINESS 6. Approval of Meeting Minutes from the TBID Meeting on February 8, 2018. 3-5 Twentynine Palms Tourism Business Improvement District Meeting - 08 Feb 2018 - Minutes - Pdf PUBLIC COMMENTS DISCUSSION AND POTENTIAL ACTION ITEMS 7. Joshua Tree Gateway Communities - Report and proposal regarding JTGC cooperative 7 - 29 marketing plan and potential partnership with TBID. Joshua Tree Gateway Communities Update 8. Tourism Marketing Plan & Budget - Update to Tourism Marketing Budget for 2017-2018. Page 1 of 29  9. Partnerships - Partnerships with local/regional organizations and events. BOARDMEMBER COMMENTS MARKETING SPECIALIST COMMENTS FUTURE BOARDMEMBER INITIATED ITEMS ADJOURNMENT It is the intention of the City of Twentynine Palms to comply with the Americans with Disabilities Act in all respects. If you are a person with a disability who requires a disability-related modification or accommodation in order to participate in a meeting, including auxiliary aids or services, please request such modification or accommodation from the City Clerk at (760) 367-4890 (facsimile). Notification at least 48 hours prior to the meeting will enable the City to make reasonable arrangements to assure accessibility to the meeting. Please advise us at the time whether you will require accommodations to participate in meetings on a regular basis. Any person affected by any application on this agenda may submit their concerns in writing prior to the meeting or appear in person and be heard in support or opposition to the proposal at the time the matter is considered on the agenda. The staff reports, applications and environmental documents may be viewed at either the office of Community Development or the office of the City Clerk, 6136 Adobe Road, from 7:00 a.m. until 6:00 p.m. Monday through Thursday, except legal holidays. The Invocation is given per Policy 10-01, and does not reflect the views of the City but rather is an expression of speech by a private citizen making the presentation. Telephone inquiries may be made at (760) 367-6799. If you challenge any agenda issue in court, you may be limited to raising only those issues that you or someone else raised at the public meeting described in this notice, or in written correspondence delivered to the City of Twentynine Palms at, or prior to, the public meeting. This notice of agenda is hereby certified to have been posted on or before 5:00 p.m., April 5, 2018. Cindy Villescas, City Clerk Time/Date Page 2 of 29  TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT REGULAR MEETING MINUTES City Hall, 6136 Adobe Road, Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org February 8, 2018 REGULAR MEETING MINUTES - 4:00 p.m. CALL TO ORDER Pledge of Allegiance – Marketing Specialist Waite led the pledge. Roll Call – The following TBID Advisory Boardmembers were present: Congdon, Dusastre, Maharaj, Mehta. PRESENTATIONS - NONE BUSINESS Approval of Minutes from the TBID Meetings on December 11 and December 19, 2017. A motion was made by Vice Chair Congdon, seconded by Chair Mehta to approve the Meeting Minutes for December 11 and December 19, 2017, as submitted. All in favor. Meeting Minutes were approved. PUBLIC COMMENTS DISCUSSION AND POTENTIAL ACTION ITEMS 1. Joshua Tree Gateway Communities - Report and Proposal for possible action regarding TBID partnership with JTGC for cooperative marketing plan. a. Dianna Marlow, Acting Executive Director of JTGC, and Stephanie Greene of FG Creative presented a new marketing plan to promote Twentynine Palms along with the JTGC area. The plan included accomplishments, metrics, website traffic, e-newsletter, etc., and proposed deliverables for $750/month to build tourism and drive traffic to our new Visit29.org website. The $750/month would total $5,250 investment through Sept. 30, 2018. Entity boxes (4) would be above the fold, top of JTGC website, with links to our site. Proposed key partners are Twentynine Palms, Yucca Valley, TwentyNine Palms Band of Mission Indians, San Bernardino County. Chair Mehta requested seeing the new JTGC budget before having a vote. Boardmember Maharaj is concerned with duplication. Stephanie said monthly meetings with us would help plan additional services to what we’re already doing, to enhance our outreach beyond our reach, and to provide discounts with other partnerships. They will bring a budget to the next TBID meeting for a report. b. JTGC co-op program is coming in the future (billboards, digital ad campaigns, etc., for discounted rates). Dianna also reported on promotions at Desert Woman’s Show and El Paseo “Swing-N- Hop” event. 2. 29 Palms Chamber of Commerce - No Report 3. MCAGCC – No Report 4. Tourism Marketing Plan & Budget - Review updates to the Tourism Marketing Budget for 2017-2018. a. A review of the Budget for 2017-2018 and remaining funds was presented by Marketing Specialist Waite. Approximately $17,000 has been spent to date, and the first quarter TBID income was approximately $35,000. Page 1 of 3 Page 3 of 29  Twentynine Palms Tourism Business Improvement District Meeting February 8, 2018 b. Cal Travel Association membership application has been submitted ($495/year). Cal Travel Summit will be May 29 to June 1, 2018. c. Cost decision for Visit29.org website hosting, Bluehost vs. GoDaddy. Board consensus to use GoDaddy for domain and website hosting, and to set up an email address @visit29.org. d. Chamber of Commerce memberships at non-profit rate: 29 Palms Chamber $80, Joshua Tree Chamber $125, Yucca Valley Chamber $110. Board consensus to join and support all three chambers of commerce. 5. Website Redesign - Review of website redesign progress and proposed launch date. Web designer Lori Rennie submitted a written progress report, which was presented by Marketing Specialist Waite. Proposed landing page or website launch is due by end of February in time for LA travel show. 6. Social Media Marketing - Review social media marketing plan, goals, and consultant start date. Social media subcommittee Boardmembers Dusastre and Maharaj met and asked Social Media Specialist Robin Zimmermann for a SWOT analysis for measurement, due by Monday, Feb. 12. Then she will start doing social media; subcommittee set out a plan. Chair Mehta agrees with the need for a camera w/video capabilities. Focus is on branding 29, photos of 29, videos, etc. 7. MBTA Shuttle - Report on RoadRunner Shuttle into Joshua Tree National Park, Feb. 1 to April 30, 2018 trial period. Schedule available at jtnproadrunner.org Feb. 1 to April 30, 2018 is the trial period. Schedule is available at jtnproadrunner.org. We need to make sure that the hotels are notified and to promote it widely to help make the pilot program successful. Social Media Specialist should ride and take photos and make posts. 8. Vacation Home Rentals – Discussion – Tracking City Manager Luckino reported that the City is working with Airbnb and others to track legal vs. illegal VHRs in the city limits. He will have a better report after Jan. 1 stats (date signed up with Airbnb). 9. Partnerships - Discussion – Partnerships with local/regional organizations and events. a. Vice Chair Congdon presented “Art Cruise 29” on First Saturdays for art receptions, openings, and galleries in 29. First Saturdays will be a new ongoing monthly event. She said many First Saturdays are when Sky’s The Limit also has star parties. The Chamber is interested in promoting it to local restaurants, etc. b. Boardmember Maharaj will visit Vipassana Center and connect with JTNP Association. c. Boardmember Dusastre requested we get the Chamber involved and attending the TBID meetings. She also asked the Marketing Specialist to send the Partnerships List again. d. Vice Chair Congdon also reported that Action 29 Palms is starting a campaign to help refurbish our murals; we need to talk about the murals and how important public art is to our tourism. In addition, we need a film bureau. BOARDMEMBER COMMENTS Boardmember Dusastre requested an update on the board replacement member. City Manager Luckino said he will put out another call and hopefully a replacement will be selected in another month or so, selected by the subcommittee of the City Council. MARKETING SPECIALIST COMMENTS Marketing Specialist Waite reported on the San Diego Travel & Adventure Show, where she worked the Visit California Deserts booth with Doug Lueck of Ridgecrest Area CVB and Lori Gomer of Greater Palm Springs CVB; 118 leads were Page 2 of 3 Page 4 of 29  Twentynine Palms Tourism Business Improvement District Meeting February 8, 2018 obtained from the booth drawing and will be added to the email marketing lists. She invited board members to the Los Angeles Travel & Adventure Show, Feb. 24-25; Chair Mehta said he will come and help in the booth on Feb. 24. She asked the board about setting a meeting schedule. Board consensus was to continue monthly meetings on the Second Thursday at 4 p.m. through May, then consider quarterly meetings. FUTURE BOARDMEMBER INITIATED ITEMS Request Action 29 Palms to attend the next meeting with their plan for mural restoration. Discuss need for a local film bureau. ADJOURNMENT – Chair Mehta adjourned the meeting at 5:27 p.m. The next TBID Advisory Board meeting will be Thursday, March 8, 2018, at 4:00 p.m. at City Hall. Respectfully Submitted, Vickie Waite, Marketing Specialist Page 3 of 3 Page 5 of 29 Page 6 of 29  TBID 2018 Marketing Update MARCH, 2018 Page 7 of 29  Table of Contents Page 3 JTGC Budget Page 4 & 5 Desert Regional Tourism Agency Overview Page 6 - 9 JTGC Facebook Analytics Page 10 – 14 JTGC Instagram Analytics Page 15 – 17 JTGC Website Overview 6 months Page 18 - 20 JTGC Website Overview Jan – Dec 2017 Page 8 of 29 I. BUDGET Update Page 9 of 29 Desert Regional Tourism Agency 56711 29 Palms Hwy, YUCCA VALLEY, CA 92284-2942 | Tax-exempt since April 2008 EIN: 20-2844543 Classification (NTEE) Promotion of Business (Community Improvement, Capacity Building) Nonprofit Tax Code Designation: 501(c)(6) Defined as: Business leagues, chambers of commerce, real estate boards, etc, created for the improvement of business conditions. Rich in visitor experiences, from Pioneertown’s Old West Shoot-Outs, to 29 Palms, the home of the Joshua Tree National Park Headquarters, Mojave National Preserve and host to more than 650 rooms, from major hotels, motels, and historic inns, to vacation rentals. Whether you spend the day in the unique antique shops in Yucca Valley, rock climbing, off-roading, exploring funky art galleries, or nestled into a quiet yoga retreat, this hi-desert oasis offers it all! What does the Desert Regional Tourism Agency do? DRTA is a registered non-profit 501©(6) with a mission to develop and maintain marketing programs, provide tourism and information services that showcase the Joshua Tree area attractions and each of it’s unique gateway communities. Forming strategic partnerships with hi-desert communities, chamber of commerce and local businesses to promote the hi-desert as a top-of-mind premier travel destination. The Desert Regional Tourism Agency offers two arms; one addressing marketing (community, digital and social media) and another offering a brick and mortar visitor center located in Yucca Valley. Joshua Tree Gateway Communities (virtual) More than 2.8 million people visited Joshua Tree National Park in 2017, traveling through the surrounding area of the Joshua Tree Gateway Communities. These communities are home to many unique and hidden attractions in the Mojave Desert. With the number of visitors to Joshua Tree National Park increasing, the neighboring communities created a committee to help highlight additional opportunities for guests to the area. The Joshua Tree Gateway Communities Tourism Committee was established to promote local events, showcase unique attractions and identify exclusive locations that would enhance the experiences of visitors. The committee includes representatives from San Bernardino County, the City of 29 Palms, the Town of Yucca Valley, Wonder Valley, Joshua Tree, Morongo Valley, Pioneertown, Joshua Tree National Park, the Combat Center and the 29 Palms Band of Mission Indians. Page 10 of 29 In early 2016, the tourism committee proposed a marketing plan to the local governments and received funding to move forward with the process. Implementation of the plan began on July 1. The foundation for the plan was to generate an internet presence for upcoming events in Joshua Tree National Park and the surrounding areas. Joshua Tree Gateway Communities has developed a virtual footprint that includes Facebook, YouTube, Instagram, Twitter, and a website. These internet avenues provide valuable information on “what to do” when traveling to the Joshua Tree Gateway Communities. As visitors plan their vacations, they will have the resources to enhance their desert experience. For more information, visit www.VisitJTGC.com. California Welcome Center (visitor center) The California Welcome Center Program comprises 17 strategically located official state welcome centers that serve as California’s concierges. Equipped with comprehensive informational materials and expert staff, each California Welcome Center (CWC) acts as a window into the world of the surrounding region and state. Through personal interactions with travelers, CWCs gather travel statistics and feedback on traveler experiences, directly supporting local communities through travel recommendations and insights. Often referred to as the “gateway” to California’s outback, the Morongo Basin is conveniently situated just a short drive to Southern California’s great outdoor destinations. With the majestic Joshua Tree National Park on its southern border, the basin communities play host year-round to visitors and outdoor recreation enthusiasts from all over the world. The unique natural surroundings of the Joshua Tree National Park have made it a favorite destination for rock climbers, hikers, campers, photographers and natural enthusiasts. From Idyllwild to Joshua Tree and Twentynine Palms, from Palm Springs to Big Bear, our courteous Ambassadors at our Center will show you where to eat, where to stay, and where to play while you're in our Basin and Southern California. History The California Tourism Marketing Act of 1995 enabled the state’s tourism industry to assess itself to conduct statewide marketing. In 1998, the industry voted to pass the first industrywide referendum, creating the Tourism Assessment Program and establishing the California Travel and Tourism Commission as the first-of-its-kind destination marketing organization in the nation. California businesses participating in the program are identified as part of five travel and tourism industry categories: accommodations; attractions and recreation; restaurants and retail; transportation and travel services; and passenger rental cars. The Office of Tourism manages the Tourism Assessment Program and collects the funds that power Visit California’s global marketing efforts. Page 11 of 29 JTGC Facebook Stats Page 12 of 29 Page 13 of 29 Page 14 of 29 Page 15 of 29 JTGC Instagram Stats Page 16 of 29 Page 17 of 29 Page 18 of 29 Page 19 of 29 Page 20 of 29  Joshua Tree Gateway Communities All Web Site Data G O TO REPORT Acquisition Overview Sep 8, 2017 - Mar 8, 2018 All Users 100.00% Users Primary Dimension: Conversion: Top Channels All Goals Edit Channel Grouping Top Channels Users Conversions Organic Search Users Goal Conversion Rate 8.6% Direct 30 100.00% Social 14% Referral 40% (Other) 15 0.00% 37.2% Acquisition Behavior Conversions ch Users New Users Sessions Bounce Rate Pages / Avg. Session Session Duration 1,244 1,710 1.88 00:01:58 1,280 63.39% 1 Organic Sear 522 64.09% Set up a goal. To see outcome metrics, define one or more goals. 2 o see all 5 Channels click here. Direct 485 64.74% GET STARTED 3 Social 183 61.11% © 2018 Google 4 Referral 112 56.43% 5 (Other) 2 100.00% Page 21 of 29  Joshua Tree Gateway Communities All Web Site Data G O TO REPORT Audience Overview Sep 8, 2017 - Mar 8, 2018 All Users 100.00% Users Overview Users 30 15 October 2017 November 2017 December 2017 January 2018 February 2018 March 2018 New Visitor Returning Visitor Users New Users Sessions 1,280 1,244 1,710 12.2% Number of Sessions per User Pageviews Pages / Session 1.34 3,212 1.88 87.8% Avg. Session Duration Bounce Rate 00:01:58 63.39% Language Users %Users 1. en-us 1,162 90.78% 2. en-gb 31 2.42% 3. (not set) 29 2.27% 4. en-ca 14 1.09% 5. en-au 5 0.39% 6. zh-cn 5 0.39% 7. de-de 4 0.31% 8. ko-kr 4 0.31% 9. es 3 0.23% 10. fr 3 0.23% © 2018 Google Page 22 of 29  Joshua Tree Gateway Communities All Web Site Data G O TO REPORT Overview Sep 8, 2017 - Mar 8, 2018 All Users 100.00% Pageviews Overview Pageviews 80 40 October 2017 November 2017 December 2017 January 2018 February 2018 March 2018 Pageviews Unique Pageviews Avg. Time on Page Bounce Rate % Exit 3,212 2,573 00:02:14 63.39% 53.24% Page Title Pageviews % Pageviews 1. Joshua Tree Gateway Communities - Joshua Tree National Park Communities 716 22.29% 2. Joshua Tree National Park Gateway Communities - Events and Attractions surrounding Joshua Tree Nat 658 20.49% ional Park 3. Calendar of Events in and around Joshua Tree National Park - Joshua Tree National Park Gatew ay Com 397 12.36% munities 4. Joshua Tree National Park Events - Joshua Tree Gateway Communities 287 8.94% 5. Joshua Tree National Park Communities - Joshua Tree Gateway Communities 264 8.22% 6. Communities surrounding Joshua Tree National Park - Joshua Tree National Park Gateway Communitie 122 3.80% s 7. Joshua Tree National Park Attractions - Joshua Tree Gateway Communities 113 3.52% 8. Tour guides for Joshua Tree National Park near Coachella - Joshua Tree National Park Gateway Commu 62 1.93% nities 9. Media for Joshua Tree National Park Communities - Joshua Tree National Park Gateway Communities 61 1.90% 10. Joshua Tree National Park Attractions - Joshua Tree National Park Gateway Communities 57 1.77% © 2018 Google Page 23 of 29  Joshua Tree Gateway Communities All Web Site Data G O TO REPORT Acquisition Overview Jan 1, 2017 - Dec 31, 2017 All Users 100.00% Users Primary Dimension: Conversion: Top Channels All Goals Edit Channel Grouping Top Channels Users Conversions Direct Users Goal Conversion Rate Referral 400 100.00% 16.7% Organic Search 37.3% Social Email 17.9% (Other) 200 0.00% 26.3% Acquisition Behavior Conversions Users New Users Sessions Bounce Rate Pages / Avg. Sessio Session n Duratio n 4,176 4,142 6,260 29.89% 3.07 00:02:03 1 Direct 1,619 40.57% 2 Referral 1,139 12.56% Set up a goal. To see outcome metrics, define ch one or more goals. 3 Organic Sear 775 31.82% GET STARTED 4 Social 722 34.37% 5 Email 43 2.22% 6 (Other) 38 1.40% To see all 6 Channels click here. © 2018 Google Page 24 of 29  Joshua Tree Gateway Communities All Web Site Data G O TO REPORT Audience Overview Jan 1, 2017 - Dec 31, 2017 All Users 100.00% Users Overview Users 400 200 April 2017 July 2017 October 2017 New Visitor Returning Visitor Users New Users Sessions 4,176 4,142 6,260 12.4% Number of Sessions per User Pageviews Pages / Session 1.50 19,188 3.07 87.6% Avg. Session Duration Bounce Rate 00:02:03 29.89% City Users %Users 1. Los Angeles 592 13.23% 2. Yucca Valley 412 9.21% 3. San Diego 276 6.17% 4. Twentynine Palms 244 5.45% 5. Boston 160 3.58% 6. Ashburn 155 3.46% 7. Joshua Tree 135 3.02% 8. Clifton 108 2.41% 9. (not set) 107 2.39% 10. Palm Springs 101 2.26% © 2018 Google Page 25 of 29  Joshua Tree Gateway Communities All Web Site Data G O TO REPORT Overview Jan 1, 2017 - Dec 31, 2017 All Users 100.00% Pageviews Overview Pageviews 1,000 500 April 2017 July 2017 October 2017 Pageviews Unique Pageviews Avg. Time on Page Bounce Rate % Exit 19,188 9,644 00:00:59 29.89% 32.62% Page Title Pageviews %Pageviews 1. Joshua Tree Gateway Communities - Home 5,710 29.76% 2. The Big Bloom - Joshua Tree Gateway Communities 3,786 19.73% 3. Events - Joshua Tree Gateway Communities 1,342 6.99% 4. Joshua Tree Gateway Communities - Joshua Tree National Park Communities 1,331 6.94% 5. Attractions - Joshua Tree Gateway Communities 1,110 5.78% 6. Communities - Joshua Tree Gateway Communities 758 3.95% 7. News - Joshua Tree Gateway Communities 587 3.06% 8. Skys The Limit 29 - Joshua Tree Gateway Communities 577 3.01% 9. About Us - Joshua Tree Gateway Communities 499 2.60% 10. Joshua Tree National Park Events - Joshua Tree Gateway Communities 495 2.58% © 2018 Google Page 26 of 29  ADDENDUM Facebook – Updated stats – 30 Days March 8 to April 4, 2018 Page 27 of 29  ADDENDUM Facebook – Updated stats – Post Reach Jan. 1 to April 2, 2018 Page 28 of 29 Thank You! Page 29 of 29