Receive a Staff presentation regarding Destination Services’ marketing and promotional initiatives, the impact and value of tourism, and provide direction to the City Manager.
Item 01: Destination Services Marketing and Promotional incentives
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JHughson
CoSM Members
Slide 35, page 39:
Statistics on river visitors vs non-river visitors.
Who are the non-river visitors?
People attending conventions?
People who are not tourists?
Where do we count college student parents?
I'm trying to determine why the river visitor is more likely to eat and/or shop here.
Do we have a list of where we advertise and how much we spend with each?
Presentation page 5, page 51 ark Ambassadors Dashboard. Where does the 11,139 number originate?
On the new signs with the red circle/dash, shouldn't the "and" be "or?" Like on "No glass or bottles?"
Statistics on river visitors vs non-river visitors.
Who are the non-river visitors?
People attending conventions?
People who are not tourists?
Where do we count college student parents?
I'm trying to determine why the river visitor is more likely to eat and/or shop here.
Do we have a list of where we advertise and how much we spend with each?
Presentation page 5, page 51 ark Ambassadors Dashboard. Where does the 11,139 number originate?
On the new signs with the red circle/dash, shouldn't the "and" be "or?" Like on "No glass or bottles?"
Responses provided by Rebecca Ybarra, Director of Destination Services:
Slide 35, page 39:
Statistics on river visitors vs non-river visitors.
Who are the non-river visitors?
These are visitors to San Marcos that do not go to the river during their visit.
Visitors are defined as those that come from beyond a 50-mile radius of San Marcos, stay for at least two hours, and visit at least one point of interest.
People attending conventions?
Yes, Could be. All Convention attendees who come from at least 50-miles away would be included as a visitor. This data also includes visitors that go to other attractions/points of interest other than the river.
People who are not tourists?
No. Visitors are those that come from at least 50 miles away, stay for at least two hours, and visit at least one point of interest.
Where do we count college student parents?
Parents would be counted as visitors. This study was conducted during the middle of summer so parents with a student at TXST likely wouldn’t be a big of a factor.
I'm trying to determine why the river visitor is more likely to eat and/or shop here.
It would be difficult to determine an exact reason but we could make some context assumptions. River visitors aren’t here just for the river. They are here for a full vacation where river recreation is just part of it. It could be they are visiting for a longer period of time because there is also a higher percentage of them staying at a hotel.
Do we have a list of where we advertise and how much we spend with each?
Digital ads are served to those that meet the audience criteria we have determined are the most valuable potential visitor for us no matter where they go on the internet.
Audience criteria includes characteristics such as geographic location, demographics and interest specific.
Slide 35, page 39:
Statistics on river visitors vs non-river visitors.
Who are the non-river visitors?
These are visitors to San Marcos that do not go to the river during their visit.
Visitors are defined as those that come from beyond a 50-mile radius of San Marcos, stay for at least two hours, and visit at least one point of interest.
People attending conventions?
Yes, Could be. All Convention attendees who come from at least 50-miles away would be included as a visitor. This data also includes visitors that go to other attractions/points of interest other than the river.
People who are not tourists?
No. Visitors are those that come from at least 50 miles away, stay for at least two hours, and visit at least one point of interest.
Where do we count college student parents?
Parents would be counted as visitors. This study was conducted during the middle of summer so parents with a student at TXST likely wouldn’t be a big of a factor.
I'm trying to determine why the river visitor is more likely to eat and/or shop here.
It would be difficult to determine an exact reason but we could make some context assumptions. River visitors aren’t here just for the river. They are here for a full vacation where river recreation is just part of it. It could be they are visiting for a longer period of time because there is also a higher percentage of them staying at a hotel.
Do we have a list of where we advertise and how much we spend with each?
Digital ads are served to those that meet the audience criteria we have determined are the most valuable potential visitor for us no matter where they go on the internet.
Audience criteria includes characteristics such as geographic location, demographics and interest specific.
JHughson
CoSM Members
Still seeking response to this question which is unrelated to the questions above.
Do we have a list of where we advertise and how much we spend with each?
Response provided by Rebecca Ybarra, Destination Services Director:
Do we have a list of where we advertise and how much we spend with each?
FY24 Contracted to date
DIGITAL:
$140,000 – Digital ads
$ 61,000 – Search Engine & Responsive Display (Google)
$ 15,000 – Audio ads on music subscription services
$ 58,000 – Social Media platforms
$ 15,000 – Promoted articles and digital ads on CultureMap
$ 28,000 – Video & Connected TV platforms
$ 35,000 – Co-op with Visit San Antonio
PRINT:
$ 20,750 – Magazine (Living Bird, Texas Highways, Texas Park & Wildlife)
Do we have a list of where we advertise and how much we spend with each?
FY24 Contracted to date
DIGITAL:
$140,000 – Digital ads
$ 61,000 – Search Engine & Responsive Display (Google)
$ 15,000 – Audio ads on music subscription services
$ 58,000 – Social Media platforms
$ 15,000 – Promoted articles and digital ads on CultureMap
$ 28,000 – Video & Connected TV platforms
$ 35,000 – Co-op with Visit San Antonio
PRINT:
$ 20,750 – Magazine (Living Bird, Texas Highways, Texas Park & Wildlife)
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