 June 2008
» Bureau Hires New VP of Sales & Marketing» 2008 Annual Meeting » Summer Mixer » Sales Update » Marketing Update » PR Update » Industry News & Member Spotlight » Put the San Diego North CVB to Work for You » Welcome Aboard! » Fast Facts - Travel Industry Tidbits » Bureau Contacts
Bureau Hires New VP of Sales & Marketing 
The Bureau is proud to welcome the newest member of the team, Mark Erekson, who will be assuming the new position of vice president of sales and marketing on June 30, 2008. Mark brings with him 35 years of hotel management, sales and marketing experience. Most recently, he served for ten years as corporate director of sales and marketing at the luxury 5 diamond Grand America Hotel and the Little America Hotel and Towers in Salt Lake City. While there, he organized the pre-opening of the Grand America, pre-booked over half a million room nights and increased the property's ADR by $140. He is extremely knowledgeable about the San Diego region, having worked as corporate director of sales and marketing for Evans Hotels for seven years and as the director of sales for the Catamaran Resort Hotel for four years. As a result of his extraordinary leadership and vision, sales occupancy increased 47%, revenues increased by more than $3.2 million and the properties' group rates became the highest segment of the market rate. Prior to this, he was the director of sales for the Westgate Hotel for three years. Mark has a wide range of interests, from furniture building to biking, skiing and gardening. He is very excited to return to San Diego and work with such great hospitality professionals to create meetings, events and vacations that will long be remembered by our visitors. Mark's extensive experience in planning and managing sales, marketing and public relations programs, as well as his proven track record in increasing occupancy levels, room rates and overall revenue, will be a great asset to the San Diego North CVB and we are excited to have such a qualified professional on board as the Bureau continues to develop and evolve. «back to top 2008 Annual Meeting 
The San Diego North CVB's 2008 Annual Meeting, held on April 30 at The Grand Del Mar, was based on the theme of “San Diego North eVolving!”, representing the evolving technology that is guiding the industry forward as well as the exciting growth, development and evolution the Bureau is currently experiencing. Many thanks to our sponsors for helping to make the 2008 Annual Meeting a success. Platinum Sponsors The Grand Del Mar, County of San Diego Supervisors Pam Slater-Price and Bill Horn, SDG&E Gold Sponsors ARES, Harrah's Rincon Casino, San Diego County Regional Airport Authority, San Diego Magazine Guest Speaker Sponsors SeaWorld, Legoland, San Diego Zoo's Wild Animal Park The meeting was emceed by Bob Rauch, chairman of the San Diego North CVB and general partner of the Homewood Suites and Hilton Garden Inn San Diego/ Del Mar. Remarks by various supporters of the Bureau included those from County Supervisor for the 3rd District Pam Slater-Price; City of San Diego 1st District Council President Scott Peters; City of San Diego 5th District Councilmember Brian Maienschein and Escondido Mayor Lori Holt Pfeiler. Year in Review Bob Rauch summarized the Bureau's sales and marketing activities for 2007, reporting that the Bureau generated $35.9 million in leisure visitor spending in 2007. Through a comprehensive marketing effort, independent leisure inquiries were up 2.3%, website bookings were up 55% and advertising responses were up 19% over 2006. The sales team booked 39,425 room nights, a 20% increase over the previous year. View the complete 2007 Annual Report. Tourism Trends and Economics Janet Beronio, general manager of Harrah's Rincon Casino & Resort, and Vikram Sood, general manager of The Grand Del Mar, presented Tourism Trends & Economics. Beronio reported that San Diego North generated $1.8 billion in total visitor spending in 2007. She also pointed out some of the challenges facing the industry, including the deteriorating economic conditions that are causing many travelers to take ‘Staycations’ (driving shorter distances and staying closer to home) and to ‘trade down’ by seeking less expensive lodging and entertainment. Sood talked about the growing trend of ‘Web 2.0’ technology and the importance of utilizing user-generated content to build consumer trust and increase bookings. He pointed out the interesting recent trend of ‘switching off’ – technology has become so overwhelming that many people crave down time where they can disconnect from their electronic devices and just enjoy the simple things in life. Sood also shared other growing trends including the increased demand for ‘green’ products and services; the demand for unique service and customized meeting environments; and certain niche travel segments like girlfriend getaways, volunteer/charity, multi-generational and adventure travel. View the full Tourism Trends & Economics presentation. Awards Presentation The Bureau presented three awards to members, affiliates and clients who have contributed significantly to the success of the region. Congratulations to this year's recipients! 
Cami Mattson, president and CEO of the San Diego North CVB, then presented “San Diego North eVolving!”. She spoke about the growth and development of the region as well as of the Bureau itself, including its new sales, marketing and PR strategies for the coming year. Following Cami was guest speaker Peter Yesawich, chairman and CEO of Ypartnership, who presented recent trends in the travel industry. Ypartnership is regarded as one of the most respected sources of insights on the emerging travel habits, preferences and intentions of Americans.
«back to top Summer Mixer 
The Bureau held its Summer Mixer at Bernardo Winery on June 5. The weather was fantastic and over 80 attendees enjoyed wandering through the beautiful gardens and quaint village shops.
Our sincere thanks to Bernardo Winery for hosting the event and providing the wine sampling and delicious Café Merlot food. The Bureau also expresses its appreciation to Stone Brewing for providing the beer tasting and to all tabletop exhibitors, door prize sponsors and event attendees. The next mixer is scheduled for October - more details to come later this summer. To find out more about future mixer opportunities, please contact Debbie Mirageas at dmirageas@sandiegonorth.com or 760-745-4741. Keep in touch with all Bureau events by going to the membership section's event page on our website. «back to top Sales Update Sales Report: April and May 2008
Bureau Participates in Affordable Meetings Mid-America
The Bureau's director of sales, Stephanie Colby-Aburto, attended the Affordable Meetings Mid-America Trade Show in Chicago on April 9-10, 2008 along with co-op partners Hilton Garden Inn Carlsbad Beach and Hilton Garden Inn Del Mar. Approximately 1,000 meeting planners were in attendance, representing the top five sectors of the industry. Traffic was up 7% from last year and was steady on both days, generating ten immediate leads for the Bureau. Bureau Attends Affordable Meetings West Trade Show Affordable Meetings West took place on June 11-12, 2008 in Long Beach, CA, and was attended by Yolanda Hartley, sales manager from the Bureau, and nine co-op partners: Inn at Rancho Santa Fe, Hilton Garden Inn Carlsbad Beach, Inns of America Suites, Pala Mesa Resort, Pala Casino Spa and Resort, Lake San Marcos Resort, La Jolla Shores Hotel, Harrah's Rincon Casino and Hilton San Diego/Del Mar. The show was hugely successful, attracting over 700 meeting planners from the western part of the US. Over 100 planners stopped by the booth, generating nine immediate leads and over 30 potential leads. ASAE Silent Auction The American Society of Association Executives (ASAE) is looking for auction prizes for their Silent Auction, held during their August Annual Meeting in San Diego. The Silent Auction is publicized to 22,000 members including more than 8,000 association CEOs and meeting planners and 6,000 Annual Meeting attendees. The auction is set to open on July 14th and conclude with the ending of the Annual Meeting. There will be an auction preview beginning July 1st. Since the auction is online, they are able to reach a great deal of people as well as publicize the prizes for over a month. Any members interested in sponsoring an auction prize, such as weekend getaway packages, restaurant packages, unique gifts/services, etc, are encouraged to contact Sandra Moreno, sandra.moreno@visitsandiego.com, for more information. 2008 Co-op Trade Show Opportunities Co-op trade shows with the San Diego North CVB are a great opportunity for you to create additional exposure for your business in a cost-effective, productive, and highly visible manner! For more information, contact Donna Alfsen, sales coordinator, or any member of the San Diego North CVB sales team at 760-603-1690, or email sales@sandiegonorth.com. View the trade show profiles. Get the 2008 co-op trade shows sign up form. Keep It North and Reap the Benefits Marketing Update 2009 San Diego North Travel Planning & Conference Guide  The San Diego North Travel Planning and Conference Guide is the primary marketing tool of the San Diego North CVB, with 40,000 copies distributed to meeting planners, travel planners, travel agents, the press, and leisure inquiries throughout the year. Ensure your free membership listing in the 2009 Guide To ensure your free listing in the 2009 Travel Planning and Conference Guide, please make sure your accounting department has processed your FY08-09 membership investment. These invoices were mailed out in March. For questions about your membership investment, contact Debbie Mirageas at dmirageas@sandiegonorth.com or 760-745-4741. Update your FREE member listing By now you should have received a proof for your editorial listings. If you have not already done so, please make sure to note any changes to your information and return them to the Bureau as soon as possible. Please note: you need to sign and send back the listing even if there are no changes needed. For questions, contact Sarah Williams at swilliams@sandiegonorth.com or call 760-745-4741. For extra exposure, submit photos and insider tips Extend your exposure in the guide by submitting high-resolution images and/or insider tips. Insider tips are special places or things to do that create a more memorable stay for visitors. Please send them to Sarah Williams at swilliams@sandiegonorth.com or call 760-745-4741 for consideration. Take advantage of advertising for the 2009 Guide now To receive more information and rates, contact Jennifer Rohr, San Diego Magazine, at 619-744-0524 or jrohr@sandiegomag.com. Website Usability Survey San Diego North CVB has partnered with TNS Travel to conduct a website analysis and conversion study in order to:
This research approach provides San Diego North with benchmarks against other WACVB research participants and will provide the Bureau with valuable information that will be incorporated as we build a comprehensive new website. Website RFP The San Diego North CVB is planning to undertake a complete overhaul of the current website and as part of this process, is putting out a request for proposals from qualified contractors to provide the professional services to design, develop, manage and host a new website and online platform. This website will be the keystone of a new technology system at the Bureau, which will feature the full integration of database, email campaign tools, web, and content management. Priorities for the new website include: (1) Exceptional and intuitive usability for all audiences (2) Promotional impact (3) Search engine optimization built into tools and structure (4) Ease of content management (5) Ability to track visitors (6) Brand building across all targeted audiences There will also be a secure location where members can add or change their contact details, photos, events, etc. The Bureau hopes to have the new contractor chosen and beginning to develop the new website in August. Promotion Opportunities for ARES Members Hot Deals - Members who are contracted through ARES can post Hot Deals promotions that may be promoted in the next issue of the Bureau's opt-in consumer eNewsletter, Getaway Highlights. In addition, the Hot Deals listing will link from the San Diego North CVB website, which generated traffic of nearly 220,000 unique users during 2007. Dynamic Packaging - The Bureau's website can now feature any combination of attraction tickets with any contracted hotels and distribute it as a packaged product through ARES' dynamic packaging capabilities. This feature provides additional discounts and offers complete customization to the consumer. For information on ARES services, go to the ARES website or call 1-800-828-0868. «back to top PR Update PR Highlights 
The San Diego Union-Tribune Passport (circulation: 278,379) - a 43-page guide, which featured a variety of San Diego North stories on How to Spend Your Summer Vacation, ran on May 18, 2008. (registration required to view articles)
Industry News & Member Spotlight Industry News 
The Grand Del Mar has been included in Condé Nast Traveler magazine's 2008 "Hot List," the travel industry's definitive guide for the world's most exciting establishments. The new luxury resort was one of the properties selected for the prestigious "Best New Hotel" ranking and also earned praise as a "Top New Spa" by editorial staff and reporters. The complete "Hot List" was featured in the May issue of Condé Nast Traveler.
Harrah's Rincon Casino and Resort's senior vice president and general manager Janet Beronio was named one of the "Great Women of Gaming" by Casino Enterprise Management Magazine during its 2nd Annual Great Women of Gaming Conference in early April. Beronio received the Proven Leader Award, based on characteristics such as perseverance, drive, commitment, mentorship, and professionalism.
The Del Mar Fairgrounds has been recognized by the U.S. Environmental Protection Agency for its contributions to the protection and preservation of the environment. Their long-running Resource Conservation Program currently recycles more than 93 percent of its solid waste stream, uses reclaimed water for irrigation, works with local communities and nonprofits to set up waste collection and composting events, and educates the public about conservation through the San Diego County Fair's Enviro Fair exhibition.
«back to top Put the San Diego North CVB to Work For You Promotion Opportunities for ARES Members Hot Deals - Members who are contracted through ARES can post Hot Deals promotions that may be promoted in the next issue of the Bureau's opt-in consumer eNewsletter, Getaway Highlights. In addition, the Hot Deals listing will link from the San Diego North CVB website, which generated traffic of nearly 220,000 unique users during 2007. Dynamic Packaging - The Bureau's website can now feature any combination of attraction tickets with any contracted hotels and distribute it as a packaged product through ARES' dynamic packaging capabilities. This feature provides additional discounts and offers complete customization to the consumer. For information on ARES services, go to the ARES website or call 1-800-828-0868. 2008 Co-op Trade Show Opportunities Co-op trade shows with the San Diego North CVB are a great opportunity for you to create additional exposure for your business in a cost-effective, productive, and highly visible manner! For more information, contact Donna Alfsen, sales coordinator, or any member of the San Diego North CVB sales team at 760-603-1690, or email sales@sandiegonorth.com. View the trade show profiles. Get the 2008 co-op trade shows sign up form. Keep It North and Reap the Benefits Welcome Aboard! We are proud to announce the following organizations that have joined as new members of the San Diego North CVB: La Jolla Beach & Tennis Club 2000 Spindrift Drive La Jolla, CA 92037 Phone: 858-454-7126 Fax: 858-456-3805 www.ljbtc.com La Jolla Beach and Tennis Club is a 90-room oceanfront hotel with a private beach, championship tennis, par-3 golf, award-winning dining and a myriad of recreational activities. Carlsbad Premium Outlets 5620 Paseo del Norte #100 Carlsbad, CA 92008 Phone: 760-804-9000 Fax: 760-804-9044 www.premiumoutlets.com/carlsbad Carlsbad Premium Outlets features 90 designer and name brand outlet stores at savings of 25% - 65% every day. Cedros Avenue Design District 444 S. Cedros Ave #295 Solana Beach, CA 92075 Phone: 858-755-0444 Fax: 858-755-0470 www.cedrosdesigndistrict.net With over 85 shops, boutiques and galleries, Cedros Avenue Design District is San Diego North's hippest, hottest enclave of home furnishings, galleries, designers, fashion, wellness and creative talent. Distinction Gallery and Artist Studios 317 E Grand Ave Escondido, CA 92025 Phone: 760-781-5779 Fax: 760-781-5749 www.distinctionart.com Fine art gallery and studio complex featuring local and international emerging and established artists with a focus on pop and urban surrealism. «back to top Fast Facts - Travel Industry Tidbits Benefits of Travel - Travel Industry Association TIA's new initiative, the Benefits of Travel, demonstrates how taking a vacation can personally benefit individuals in the following areas. Health And Wellness
Rather than detracting from work, vacationing and having a fulfilling life outside of work enhance business accomplishments. Several organizations - both within and outside the travel community - are taking note:
«back to top Bureau Contacts Cami Mattson, President and CEO Barbara Bovee, Director of Marketing and Operations Stephanie Colby-Aburto, Director of Sales Debbie Mirageas, Office Manager Hilary Townsend, Public Relations Manager «back to top | |||||||||||||||||||
L'Auberge Del Mar re-opened its doors on June 6, 2008 after undergoing an extensive renovation, which has introduced a bright new open-air lobby, enticing guest rooms, refreshed meeting facilities and a crushed shell pool deck with private cabanas. Adding to the resort's new sophisticated look and feel will be a signature restaurant and wine bar, slated to open in September, and a 4,500 square foot luxury spa, opening in December.
LEGOLAND® California will open America's first SEA LIFE aquarium on August 11, 2008. The two-story, 36,000 square foot aquarium will include play zones, fun facts and quiz trails, and is also recreating The Lost City of Atlantis. This display will feature a statue of Poseidon, amazing sea creatures and a seven-foot-long submarine and diver made from thousands of LEGO® bricks. A 35-foot-long acrylic ocean tunnel allows guests to walk through the "lost city" without ever getting wet.
Harrah’s Rincon Casino and Resort opened its newly renovated High Limit Slots and Table Games Rooms on May 23, 2008, featuring a number of improvements, expansions, new games and amenities that qualify them as true Las Vegas-style high end gaming venues. The Game Room now boasts high arching ceilings, chandeliers, spacious lounge areas, and Asian artwork to create a relaxed and comfortable environment for players. A new “Pod” pit design will also add to the gaming experience by enabling staff to provide more intimate and personalized service to the high limit guests.