2018 ANNUAL REPORTREVISED COPY

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CEO’S MESSAGEDear Partners,

The Marina del Rey Convention and Visitors Bureau (MdR CVB) had a fantastic year in 2018!

Tourism continues to be a thriving part of the Marina’s economy, generat-ing $425 million in total economic impact and creating 2,937 hospitality jobs.

Our efforts to attract corporate group meetings to Marina del Rey hotels yielded the highest results in the history of the MdR CVB. This is a testament to the dedication of our staff and the strong presence we have at industry trade shows and events throughout the nation.

Our collaboration with L.A. County Department of Beaches and Harbors played an integral part in developing a stronger consistent brand for Marina del Rey. Last year we partnered together to create marketing materials for County produced special events.

We remain focused on our committment to advocate for an outstanding visitor experience. Through our County joint special project funds, the MdR CVB booked bands for the weekly Beach Eats food truck event to encourage visitors to stay longer. A promotional video for the event was developed that was featured on social media. We also created a wall mural at the newly renovated Visitors Center to inspire visitors to take “selfies” for social media posts with the hashtag #ilovemdr. This has enhanced our engagement with tourists.

Last year, the MdR CVB was thrilled to participate in the grand re-opening celebration of Mother’s Beach. The investment from L.A. County to upgrade visitor-serving infrastructure is raising the Marina’s profile as a desirable travel destination.

Our Expedia “Stay in Marina del Rey” hotel campaign resulted in 7.2 million impressions and 1,767 room bookings. Our publicity efforts garnered 73 placements in domestic and international publications and we continue to have a strong presence on social media.

Our success is a testament to the commitment and dedication of our staff and board of directors. I thank you.

The best is yet to come!

Janet Zaldua, Chief Executive OfficerMarina del Rey Convention and Visitors Bureau

The Marina del Rey Convention and Visitors Bureau is a non-profit corporation formed in 2000 through the joint efforts of the Los Angeles County Department of Beaches and Harbors and the six Marina del Rey hotels located within the unincorporated area of Los Angeles County.

The MdR CVB serves as the official destination marketing organization for Marina del Rey. It was created for the purpose of inviting, attracting and welcoming tourists, business travelers, and visitors to the Marina as a destination

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CONVENTION AND VISITORS BUREAUof choice, through advertising, promotion, and other services.

Funding for the MdR CVB comes from an assessment of hotel room revenues from Marina del Rey’s six hotels and the Los Angeles County Department of Beaches and Harbors.

Transient Occupancy Tax (hotel tax) is 12% in Marina del Rey and is allocated to Los Angeles County’s general fund. The Los Angeles County Department of Beaches and Harbors funds approximately 29% of the MdR CVB budget.

A separate 1.5% hotel self-assessment tax is collected from the Marina’s hotels and distributed to the MdR CVB. Funding from the Marina del Rey’s six hotels represents 71% of the MdR CVB budget.

The Marina del Rey Convention and Visitors Bureau is governed by a 14-member Board of Directors composed of business, community and government leaders.

SALT

OUR MISSIONTo stimulate economic development by marketing Marina del Rey for business and leisure travel.

OUR VISIONMarina del Rey is Los Angeles’ vibrant and unique waterfront playground and resort destination.

In order to maximize Marina del Rey’s visitor economy, we provide:

• Knowledge: We are destination experts for leisure and business travelers.

• Connectivity: We are the only official go-to resource for promoting all of Marina del Rey.

• Action: We advocate for and work to ensure the long-term relevance of Marina del Rey as a destination.

VALUEOUR

PROPOSITION

MARIN

A DE

L REY

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2,937 (-1% YOY)Jobs Supported by Tourism

ECONOMIC IMPACT$425 MILLION (+1% YOY)Total Economic Impact of Tourism to Marina del Rey

• 1.4 Million Total Visitor Days• 348,327 (+1% YOY) Occupied Hotel Room Nights• 318,797 (+2% YOY) Hotel Guests• 171,660 Visiting Friends and Family

• $14.5 Million (+1% YOY) Total Ground Rent paid by hotels, restaurants, and charter yacht rental companies

• $1.28 Million (+2% YOY) Total Measurable Tax Revenues paid from hotel tax and sales tax from meals, beverages, non-food retail sales

VISITORS

TAX AND GROUND RENT REVENUE PAID TO LOS ANGELES COUNTY

490,000 (+2% YOY) Total Overnight (Hotels and Visiting Friends and Family)

$11.4 MILLION (+2% YOY) Total Transient Occupancy Tax (TOT/Hotel Bed Tax)

TOUR

ISM

(Source: CBRE, Inc.)

Marina del Rey’s six hotels continue to thrive and make significant contributions to the local economy. Over the last several years, the Marina’s hotels have undergone extensive capital programs in order to compete with the full-service luxury properties in the surrounding markets. Renovations of guest rooms, conference space, and hotel restaurants have made L.A.’s Marina a more desirable destination for leisure and business travel.

2018 highlights:

The Marina is a popular destination for business travel. The MdR CVB has a dedicated sales effort focused on attracting group business and meetings to the Marina’s hotels and event venues through advertising, trade shows, industry networking and memberships. As a special closing tool, the MdR CVB offers

PERFORMANCE AND BUSINESS DEVELOPMENT

HOTE

L

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$273Average Daily Rate

86%Hotel Occupancy

$235RevPAR

meeting planners an incentive of up to $2,000 to bring their business to Marina del Rey, based on the number of room nights booked at Marina hotels.

In 2018, the MdR CVB assisted the Marina’s hotels and event venues with:

$3 MILLIONTotal Sales Revenue

$2.1 MILLION Total Rooms Revenue

$34K Total Meeting Planner Incentives Paid

$900K Total Catering Revenue

8,202 Total Hotel Room Nights Booked

62 Definite Bookings

295 Total Leads for Group Business

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Marina del Rey is promoted at various industry trade shows throughout the United States that target corporate meeting planners interested in booking event venues for high-end corporate business including associations and technology industries.

2018 trade shows included:

• Smart Meetings Northern California, San Francisco

• Meeting Professionals International Northern California Chapter Annual Conference and Expo, San Francisco

• Connect Corporate, Chicago• Smart Meetings Pacific

Northwest, Seattle• HelmsBriscoe Annual

Business Conference, Orlando

• Connect Incentive, Hawaii• Connect Corporate,

Salt Lake City• IMEX America, Las Vegas• California Society of

Association Executives Seasonal Spectacular, Sacramento

Through active involvement in tourism and hospitality associations, the MdR CVB stays well informed on the latest marketing and sales trends and establishes collaborative partnerships that strengthen our destination marketing efforts.

INDUS

TRY

MEMB

ERSH

IPS

INDUSTRY TRADE SHOWS Memberships include:

• American Society of Association Executives

• California Society of Association Executives

• California Travel Association• Destination Marketing

Association International• Destination Marketing

Association West• HelmsBriscoe Preferred

Partner Program• Hospitality Sales and

Marketing Management Association International

• LAX Coastal Area Chamber of Commerce

• Los Angeles Business Travel Association

• Meeting Professionals International (Northern, Southern and Orange County Chapters)

• Society for Incentive Travel Excellence

• Travel and Tourism Marketing Association

• United States Travel Association

• Venice Chamber of Commerce

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We had another successful year working with targeted media outlets, resulting in placements in 73 domestic and international publications, including:

EARNED MEDIA Multiple strategies were used to promote Marina del Rey as a premier destination for leisure and business travel through the use of print, digital, cable, billboards, and radio advertising that targeted local, domestic, and international visitors.

ADVERTISING• Corporate and Incentive Meetings

• Discoverlosangeles.com• Expedia • Facebook/Instagram• LAX Coastal

Chamber Directory• Los Angeles

Visitor’s Guide• Los Angeles

Visitor’s Map• Meetings Today• Orbitz• Smart Meetings• SmartMeetings.com• Sunset• The Argonaut• Travel Guide to

California• Visit California

Visitor’s Guide• Westways• Where• 101 Things to Do

in Los Angeles

Print and digital ads included:

$486,482 Total Pubicity Value

• Arcadia Weekly• Argonaut• Beverly Press/

Park La Brea News• Corporate and

Incentive Travel Magazine

• Cultura Colectiva (Mexico)

• Donde Ir (Brazil)• Flavorful Trip

Magazine (blog)• Fuoristrada and

Motors4x4 (Italy)• Good Day L.A. (Fox 11)• Hometown News• Irish Mirror (Ireland)• KNBC Los Angeles• LA Parent• LA Times• Laist.com• Los Angeles Daily

News• Meetings Today

• MommyIn LosAngeles.com

• Monrovia Weekly• NBC Bay Area• NBC LA• NBC San Diego• Santa Monica

Daily Press• Santa Monica Mirror• Smart Meetings• SoCal Life Magazine• SoCalPulse.com• Sunday Times - Ireland• Temple City Tribune• The Holiday Ninja• Thrillist• Time Out Los Angeles• Urbania Magasin

Norway• WARP Magazine

(Mexico)• WeLikeLA.com• Westways • What Wegan Did Next

(UK)

148 MILLIONTotal Earned Media Impressions

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MARINA FUNDAYSThe Marina Fundays promotion was created to raise awareness about summer happenings in Marina del Rey, and drive visits to the CVB website to learn more. The campaign promoted special deals and entertainment through digital advertisments, digital radio (Pandora), print, and billboards in the Venice and Playa Vista area.

A digital advertising campaign was launched to promote Marina del Rey as a leisure destination and generate hotel bookings during the Marina’s shoulder seasons (February – May and September – December).

EXPEDIA CAMPAIGN

STAY

IN M

ARINA

DEL

REY

Total campaign results:

Overall campaign highlights:

7.2 MILLION Impressions

$563K In Hotel Bookings

2,662 Clicks to Marina Landing Page

1,767 Room Nights Booked

A winter promotion was developed to increase awareness about holiday events in Marina del Rey and brand the Marina as the happening spot even during winter! The campaign targeted the L.A. market and utilized digital, radio, and social media advertising.

MARIN

A DE

L REY

WINT

ER

PROM

OTION

2 MILLION Impressions

14,339 Total Visits to Website (30% of All Website Traffic During That Timeframe)

Campaign highlights:

7.7 MILLION Impressions

30,866 Clicks to Website

4.9 MILLION Digital Impressions

3.9 MILLION Radio Impressions (Pandora)

1.7 MILLION Billboard Impressions

667,360 Print Ad Impressions

PROM

OTION

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SOCIA

L MED

IA Social media is a vital component of our marketing strategy and provides us with quick access to our followers so that we can update them on activities, promotions, and happenings in the Marina.

WEB

SITE

visitmarinadelrey.com

7,806 (+39% YOY)Instagram Followers

4,530 (-1% YOY)Twitter Followers

27,600 Minutes of Content ViewedYouTube

57,009 (+3% YOY)Facebook Fans

4.74 MILLION Impressions

71,822 (+205% YOY)Total Engagements (Clicks + Interactions)

2018 highlights:

216,673Mobile Views – 62%

711,780 Page Views

440,478 Site Visits

2018 highlights: Outbound clicks to hotels:

6,684 Cumulative

2,252 Marina del Rey Hotel

1,900 The Ritz-Carlton

1,682 Jamaica Bay Inn

358 Hilton Garden Inn

250 Foghorn

242 Marriott

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SERVICESThe Marina del Rey Visitors Center offers travelers and locals valuable resource information to ensure they have an enjoyable experience in L.A.’s Marina. The building, which recently underwent an expansion, is located in a centralized location, making it convenient for visitors to stop by and obtain brochures, maps, and recommendations on activities and events in and around the Marina. The Visitors Center is open 7 days a week.

TOP FIVE STATES(Not including California)• Texas• New York• Massachusetts• Ohio• Arizona

VISIT

OR

TOP FIVE COUNTRIES• England• Canada• Germany• Australia• France

1,880 International

Travelers

2018 visitors center statistics:

4,658 Local

Visitors6,518

PhoneInquiries

9,474Total Walk-Ins

1,391Out of State

Travelers

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DEVELOPMENTAND COMMUNITY RELATIONS

DEST

INATIO

N

The MdR CVB is an active member of the community and places a high priority on community outreach and destination development efforts. Supporting our tourism, hospitality, and business partners within the community through active participation in meetings, committees, and sponsorship support continues to be an important part of our values.

Visitor-serving projects that the MdR CVB participates in include: Beach Shuttle, Marina pedestrian access, transportation, Marina wayfinding signage program, Los Angeles County’s Visioning Plan, and other infrastructure improvements. The MdR CVB remains active as an ex-offico board member for the LAX Coastal Chamber of Commerce and is represented on the California Travel Association Board of Directors.

PUBLICATIONSA variety of informational collateral is produced each year by the MdR CVB to ensure that tourists are well informed about the Marina’s activities, events, attractions, and services. The materials are available at Marina del Rey’s Visitors Center and are delivered upon request to local businesses throughout the Marina.

• Official Marina del Rey Destination Guide

• Marina del Rey Anchorage and Marina Guide

• Marvin Braude Coastal Bike Trail Map

• Marina del Rey Meetings and Events Guide

• Marina Restaurant Map and Guide

• Weddings and Celebrations in Marina del Rey

• Activities in the Marina• Marina Charters• The FREE Ride Shuttle• Hotels in Marina del Rey• Marina Discount Pass • Los Angeles Regional Map

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Tony Mira, PresidentThe Ritz-Carlton, Marina del Rey

Daniel Ginzburg, Vice PresidentFantaSea Yachts

Michael Anderson, TreasurerMarina del Rey Hotel

Carol BakerLos Angeles County Department of Beaches and Harbors

David LevineMarina del Rey Lessees Association

Kevin LortonHornblower Cruises and Events

Chuck McGuireFoghorn Harbor Inn

Remon PagelsJamaica Bay Inn

Tony PalermoTony P’s Dockside Grill

Aaron RhodesHilton Garden Inn

Lissa DyePacifica Hotels

Kim HartMarina del Rey Marriott

Kelly KingVilla del Mar Apartment Homes and Marina

David LumianSmall Craft Harbor Commission

Janet Zaldua Chief Executive Officer

Lawrence Stafford Business Development Manager

Kat Jacob Communications Manager

Barbara Littlejohn Visitor and Client Services Specialist

Mary Wheeler Senior Administrative Assistant

Olivia Klasila Visitor Services Assistant

Mary Jane Pinkos Travel CounselorMA

RINA

DEL R

EY C

ONVE

NTION

AN

D VI

SITOR

S BU

REAU

STA

FF

The MdR CVB offers a variety of opportunities for local businesses to promote themselves to visitors.

Some of these opportunities include:

• Hosting travel writers, travel agents, and meeting planners

• Advertising in Marina del Rey’s Official Destination Guide (produced annually)

2018

FINA

NCIAL

S 2018 CVB REVENUE

LA County (DBH) $578,422

Hotel Voluntary Self-Assessment

Tax $1,424,667

Interest $799

71%

29%

0%

2018 CVB EXPENDITURES

Wages and Benefits $376,053

Marketing and Promotions $1,451,938

General/Administrative $179,498

19%

72%

WITH MdR CVB

HOW

TO W

ORK

• Participating in the Marina Discount Pass

• Participating in trade shows and sales missions

• Distributing travel-related brochures at the Marina del Rey Visitors Center

• Attending quarterly Marina del Rey hospitality mixers

• Submitting content or promotional offers for our monthly e-newsletter and social media platforms

9%

2018 BOARD OF DIRECTORS

4551 Glencoe Avenue, #260, Marina del Rey, California 90292 310-306-9900 visitmarinadelrey.com