Visit Oceanside 2013-2014 Annual Report
Sustaining Tourism Marketing for Oceanside through Innovation.
A message from Geoffrey Parkford, Chairman of the Board and Leslee Gaul, CEO & President.
No Fear; Innovate has been the tourism industry’s mantra as well as the theme at the annual Oceanside Tourism Summit held in May 2014. It was innovation and foresight from the lodging industry that created an Oceanside Tourism Marketing District (OTMD) in order to have sustainable marketing revenue for Oceanside. This past year, the industry celebrated the renewal of the TMD that ensures Oceanside has secure funds for destination marketing. In addition, we experienced record high lodging tax that was generated for the City’s general fund, exceeding $4 million to help pay for vital city services. According to the STR Reports, Oceanside’s year-over-year numbers were up across the board with ADR and RevPar up double digits and lodging revenue up 21.2% for the fiscal year.
“The key to success is for you to make a habit throughout your life of doing the things you fear.” -Vincent Van Gogh
The top priority for the VO Board of Directors is to influence positive infrastructure and beautification projects in the City. The board understands the importance of creating a positive image as a destination. It directly impacts tourism as well as local pride. Over the last year, the Board championed several infrastructure projects, including supporting funds to rebuild and update the beach restrooms, that will break ground in Fall 2014. The industry also worked with City staff to support the development of plans for quiet zones, created a task force to establish key strategies for sand replenishment/retention and facilitated a partnership with the City of Oceanside and local neighborhoods for San Luis Rey Bike Trail beautification efforts.
See More: Meet the Visit Oceanside Board of Directors
It’s important to maintain and leverage the positive energy that Oceanside has recently experienced, therefore, the tourism industry has representation on the Economic Development Commission, the Coast Highway Vision Committee, the Oceanside Chamber of Commerce, MainStreet Oceanside and the California Travel Association so that tourism continues to play a role in influencing Oceanside’s future as well as support strategic partnerships and collaboration within the community.
As a sales and marketing organization, we continue to target group business in the off-season as well as leisure business in our drive market. We facilitated business development opportunities for the lodging industry with the new SoCal Sports Complex Oceanside, along with many other citywide events, that include: Ironman 70.3 California, RAAM, Life Time Tri, Bike the Coast– Taste the Coast, Beach Soccer Championships, United Church of God Conference and more. For citywide events, room nights increased by 8% and for small group leads that were booked, experienced a 120% increase. This helps create an epicenter of business within Oceanside, building compression for all industry lodging partners.
Visit Oceanside directly influences $61 Million in leisure visitor spending.
Consumer marketing efforts created a 54% increase in unique visits to the website, dev.visitoceanside.org, and a 34% increase to the email marketing database. This allows us to create a loyal customer database, marketing new reasons to visit Oceanside. With a limited advertising budget, we continue to invest resources into generating a significant amount of free press about Oceanside, highlighting Oceanside’s colorful destination and events. This not only inspires trips, it provides an immeasurable amount of credibility to Oceanside as a visitor destination.
We would like to give big kudos to the tourism industry and especially the Visit Oceanside Board of Directors and dedicated staff. It’s been the accumulation of many small steps that has generated such positive momentum and success. We also appreciate the crucial partnership we have with City Staff, the Oceanside Police Department, the Oceanside Fire Department and City Officials who have helped make this possible.