2017-18 Business Plan - Cloudinary

2017-18

Business Plan

Extended Version

2017-18 Business Plan Extended Version

Page 0

Contents

Executive Summary....................................................................................................................................... 6 OpportUNITY................................................................................................................................................. 7 Strategic Plan ................................................................................................................................................ 8 Goals ............................................................................................................................................................. 9 Metrics ........................................................................................................................................................ 10 Budget Snapshot ......................................................................................................................................... 11 Situation Analysis ........................................................................................................................................ 13

The Tourism Economy............................................................................................................................. 13 Outlook ................................................................................................................................................... 14 Content Marketing...................................................................................................................................... 18 Evolving Measurement of Earned Media ................................................................................................... 24 Key Areas of Focus ...................................................................................................................................... 26 Monterey Conference Center ................................................................................................................. 26 Recovery of Big Sur ................................................................................................................................. 28 Sustainable Moments ............................................................................................................................. 29 International ........................................................................................................................................... 30 The Plan....................................................................................................................................................... 32 Group Sales and Strategic Client Services............................................................................................... 32 Marketing Communications.................................................................................................................... 44 Visitor Services ........................................................................................................................................ 50 Membership............................................................................................................................................ 51 Human Resources and Administration ................................................................................................... 52

2017-18 Business Plan Extended Version

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2017 ? 2018 BOARD OF DIRECTORS

Officers:

Bob Buescher, Chair General Manager Carmel Mission Inn 3665 Rio Road Carmel, CA 93923 Phone: 831-624-1841 Cell: 818-554-5352 Email: gm@

Appointed Board Members:

Mary Adams County Supervisor Monterey County Board of Supervisors 5th District 1200 Aguajito Road, Suite One Monterey, CA 93940 Phone: 831-647-7755 Cell: 831-917-4701 Fax: 831-647-7695 Email: district5@co.monterey.ca.us

John Lloyd, Treasurer and Chair-Elect General Manager Pine Inn and Tally Ho Inn Ocean Avenue and Monte Verde Street Post Office Box 250 Carmel, CA 93921 Phone: 831-624-3851 Cell: 831-238-4385 Email: Jlloyd@PIne-

Mimi Hahn, Secretary VP of Marketing Monterey Bay Aquarium 886 Cannery Row Monterey, CA 93940 Phone: 831-648-4918 Cell: 831-595-2750 Email: mhahn@

Rick Aldinger, Past-Chair General Manager Big Sur River Inn 46840 Highway 1 Big Sur, CA 93920 Phone: 831-667-2700 Cell: 831-229-2009 Email: rick@

Ed Smith Council Member City of Monterey 580 Pacific Street Monterey, CA 93940 Phone: 601-5013 Cell: 831-601-5013 Email: Smith@

Steve Dallas Mayor City of Carmel-by-the-Sea Monte Verde Street between Ocean and 7th Avenue PO Box 1526 Carmel-by-the-Sea, CA 93921 Phone: 831-620-2000 Cell: 831-293-4052 Email: DallasforCarmel@

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Board Members:

Janine Chicourrat General Manager Portola Hotel & Spa Two Portola Plaza Monterey, CA 93940 Phone: 831-649-2684 Cell: 831-241-2992 Email: jchicourrat@

Diane Mandeville VP of Marketing Cannery Row Company 555 Abrego Street Monterey, CA 93940 Phone: 831-649-6690 Cell :831-277-0461 Email: dmandeville@

Brad Shupe President & General Manager NCGA / Poppy Hills Golf Course & Poppy Ridge Golf Course 3200 Lopez Road Pebble Beach, CA 93953 Phone: 831-622-8207 Cell: 831-620-5358 Email: BShupe@

John Turner General Manager Intercontinental The Clement 750 Cannery Row Monterey, CA 93940 Phone: 831-375-4500 Cell: 650-799-8660 Email: JTurner@

Advisors:

Jacquie Atchison Deputy Director Arts Council for Monterey Post Office Box 7495 Carmel, CA 93921 Phone: 622-9060 x104 Cell: 831-200-5400 Email: jacquie@

2017-18 Business Plan Extended Version

Tim Kessler Director of Sales Monterey Plaza Hotel 400 Cannery Row Monterey, CA 93940 Phone: (831) 645-4035 Cell: Email: tkessler@

Amrish Patel Owner Centrella Inn and Green Latern Inn 612 Central Avenue Pacific Grove, CA 93950 Phone: 831-372-3372 Cell : 831-402-2020 Email: Amrishgpatel@

Tony Tollner President Downtown Dining 2999 Monterey Salinas Highway, Suite One Monterey, CA 93940 Phone: 831-647-1085 Cell: 831-595-3151 Email: tony@

Julie Weaver General Manager The Lodge at Pebble Beach & Casa Palmero 1700 Seventeen Mile Drive Pebble Beach, CA 93953 Phone: 831-622-6651 Cell: 831-277-7921 Email: weaverju@

Gill Campbell CEO Mazda Raceway Laguna Seca 1021 Highway 68 Salinas, CA 93908 Phone: 831-242-8214 Cell: 831-277-7020 Email: GillC@

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Carol Chorbajian Monterey County Hospitality Association CCM&E 2600 Garden Road, Suite 405 Monterey, CA 93940 Phone: 831-646-5952 Cell : 831-915-7014 Email: Carol@ccm-

Norm Groot Executive Director Monterey County Farm Bureau 1140 Abbott Street, Suite C PO Box 1449 Salinas, CA 93902-1449 Phone: 831-751-3100 Cell : 626-893-2277 Email: Norm@

Troy Kingshaven Monterey County Film Commission Fenton & Keller Post Office Box 791 Monterey, CA 93942-0791 Phone: 831-373-1241 x241 Cell: 831-238-7804 Email: tkingshaven@

Sean Panchal General Manager America's Best Value Presidents Inn 1150 Munras Avenue Monterey, CA 93940 Phone : (408) 972-2200 Email : sean.panchal@

David Spaur Economic Development Director County of Monterey 168 West Alisal Street, Third Floor Salinas, CA 93901 Phone : 831-755-5387 Cell: 916-990-5789 Email: SpaurD@co.monterey.ca.us

Kimbley Craig Council Member City of Salinas 201 Lincoln Avenue Salinas, CA 93901 Phone: 831.758.7201 Email: kimbleyc@ci.salinas.ca.us

Jennifer Fahselt Communications & Community Outreach Director Monterey Regional Airport 200 Fred Kane Drive, Suite 200 Monterey, CA 93940 Phone: 831-648-7000 x200 Email: Jennifer@

Marilyn Lidyoff Economic Development Coordinator City of Marina 211 Hillcrest Avenue Marina, CA 93933 Phone: 831-884-1211 Email: mlidyoff@

Ralph Rubio Mayor City of Seaside 440 Harcourt Avenue Seaside, CA 93955 Phone : 831-899-6700 (option#0) Email: rrubio@ci.seaside.ca.us

Kim Stemler Executive Director Monterey County Vintners and Growers Assn. 550 Hartnell Street, Suite C Monterey, CA 93940 Phone: 831-375-9400 Cell: 831-915-6621 Email: kstemler@

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