2010–11 - the California Tourism Industry Website

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20 Insights YEAR IN REVIEW | 2010–2011 Time Inc. and Sunset connect consumers to California Consumers want information about California: photos, tips, and local favorites. Sunset connects Visit California with the consumer. And as part of Time Inc., Sunset has access to leading-edge resources in digital publishing. Working as a partner with Visit California, we commit to providing an innovative roadmap that develops engaging relationships with fans of California. Sunset is pleased to partner with Visit California on these projects: • California Visitor’s Guide • California Road Trips • International Visitor’s Guides • visitcalifornia.com website • Visit California email ContaCt Cathy Smith, Account Director smithc@sunset.com, 650/324-5629 Melinda Sheehan, Advertising Director sheehanm@sunset.com, 650/324-5631
CALIFORNIA WELCOME CENTERS CALIFORNIA WELCOME CENTERS SPREADING THE WELCOME Two new California Welcome Centers (CWCs) opened in Salinas (Central Coast) and Buena Park (Orange County) in the summer of 2011, bringing the CWC family to a total of 20 centers and strengthening the centers’ collective mission to be Visit California’s “feet on the street” when it comes to welcoming visitors to California, promoting local travel destinations and disseminating statewide travel information. The Buena Park CWC is located in the historic Stage Stop Hotel and is near major Orange County attractions, while Salinas supports travelers on Highway 101. All CWCs offer attraction ticket sales, provide Internet access and perform general concierge services. Clockwise from top: The Merced Welcome Center celebrating its 10 th anniversary in October 2010; the Oxnard CWC at the Amgen Tour of California Lifstyle Festival; the Salinas CWC grand opening ceremony; the Buena Park CWC grand opening ceremony. Welcome Center Research Throughout 2010, Visit California conducted CWC visitor surveys with the goal of collecting trip details and gauging visitors’ perception of services offered at the centers. Research showed: • The majority of CWC visitors are U.S. travelers from out-of-state. • The majority of these visitors belong in the 45+ age category. Arcata 10,185 • The primary purpose of travel is pleasure/vacation (at 67.3%). • 58% reported staying at a hotel/ motel on their trip. • 82% were searching for information or services for a current trip. Anderson 22,640 Truckee 74,137 Auburn Santa Rosa 13,403 54,050 El Dorado Hills 13,501 San Francisco 268,264 San Mateo 11,002 • A rating of 4 or 5 (out of 5) was given by 93% of respondents for maps, staff and the California Visitor’s Guide. Salinas 146 Merced 119,552 Tulare 7,290 Pismo Beach 326,219 Oxnard 14,658 NEARLY 1.4 MILLION VISITORS! Mammoth Lakes 120,591 Buena Park Opened in July Oceanside 102,119 Barstow 128,237 Yucca Valley 15,897 San Bernardino 22,192 Alpine 23,900 • 17% of visitors reported staying longer because of their CWC visit; of those who stayed longer, the average number of nights added was 2.5. • 90.3% attested to having learned something new about the specific region surrounding the CWC during their stop, and 87.2% replied that they learned something new about California’s offerings in general. TOURISM.VISITCALIFORNIA.COM 21
Page 1 and 2: J ULY 1 , 2010 -J UNE 30, 2011 EAR
Page 3 and 4: The Sunshine State, The Golden Drea
Page 5 and 6: Legislative Connections Once again,
Page 7 and 8: AMGEN TOUR OF CALIFORNIA In May 201
Page 9 and 10: Nearly 1,000 industry stakeholders
Page 11 and 12: california WinE month sEptEmbEr 201
Page 13 and 14: TOURISM.VISITCALIFORNIA.COM 13
Page 15 and 16: approval by date art director copyw
Page 17 and 18: Live Like a Californian To compleme
Page 19: California Road Trips California Ro
Page 23 and 24: COMMUNICATIONS Media Relations In p
Page 25 and 26: FUN SPOTS: The twenty-third year of
Page 27 and 28: CANADA $2.4 MILLION U.S. $25 MILLIO
Page 29 and 30: Reaching Deeper In 2010-11, a brand
Page 31 and 32: Korea CALIFORNIA’S TOURISM AMBASS
Page 33 and 34: Partnership With Visa Visit Califor
Page 35 and 36: Mission Abroad In 2010, Visit Calif
Page 37 and 38: Timed to take advantage of the broa
Page 39 and 40: Print Advertising Launch In 2010-11
Page 41 and 42: SECONDARY/EMERGING MARKETS India En
Page 43 and 44: FILMING IN COACHELLA Digital Strate
Page 45 and 46: ACCOMMODATIONS Rick Anderson Casa T
Page 47 and 48: WATCH THE 2011 YEAR IN REVIEW VIDEO

2010–11 - the California Tourism Industry Website

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