FY 2016 APPLICATION FOR
TOURISM MARKETING DISTRICT FUNDS
Presented December 12, 2014
San Diego Brewers Guild
Mission Statement
To promote awareness and increase the visibility of fresh, locally brewed beer
through education and participation in community events.
• Founded in 1997 as a 501(c)(6)
• One of America’s most acclaimed brewing associations
• One of the world’s most active brewing communities
75 Brewing Company Members
90 Allied Retail Members
95 Affiliate Members
San Diego Beer Week 2015
Friday, November 6th through Sunday, November 15th
Mission
To promote San Diego’s thriving craft beer culture by sponsoring a ten-day
countywide festival that attracts beer tourism, fosters knowledge of our
regional brewing heritage, and serves as a showcase for San Diego’s
breweries, restaurants, pubs, hotels and other businesses with ties to the
craft beer community.
San Diego Brewers Guild Success = Success for San Diego Tourism!
“San Diego County continued excellence in all things suds by grabbing 14 medals in
this past weekend’s top national beer contest.”
– NBC 7 San Diego
“The craft craze for specialty beer has gone abroad, increasing with popularity and
leaving many asking for more. And San Diego has a something to do with it”.
– Pacific Citizen
“Probably the most recognizable (yet still-emerging) beer city on the list, San Diego is
often referred to as the ‘Craft Beer Capital of America’.”
– U.S. News & Travel
“And where is craft kingliness reigning these days? Look no further than just about
every top ten beer city list to emerge over the last few years: It’s San Diego.”
– NBC Los Angeles
Friday, November 7th through Sunday, November 16th
• 60+ participating breweries
• 600+ events over the 10-day period:
 Beer Dinners
 Festivals
 Rare Bottle Tastings
 Cheese Pairings
 Brewery Tours
 Classes
 Cask Nights
 Meet-the-Brewers
SDBW Official Kick-Off Event
San Diego Brewers Guild Festival
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3rd year “On the Waterfront” at Broadway Pier – near downtown SDTMD hotels
4,000 + in attendance (SOLD OUT FRIDAY and SATURDAY!)
Partnership with FM 94.9 to promote the Guild Festival
Mayor Kevin Faulconer tapped the ceremonial opening cask
Promoted San Diego’s brewing scene, culture, and community spirit
More than 50 San Diego Breweries with all beers made in San Diego County
Attendees got to meet the brewers, try food pairings, and listen to music
SDBW Official Closing Event
• Sold-out crowd of 600 attendees
• The PREMIERE beer and food pairing
event during San Diego Beer Week
• 12 local chefs paired with 24 San
Diego breweries to create unique,
beer and gourmet food tastings
• Room/Event packages sold
• Opportunity for attendees to engage
with local brewers & chefs
• Supporting culinary scholarship funds
through Chef Celebration
Completely REDESIGNED San Diego Beer Week Website
Visitors
2013: 20,222
2014: 95,030
Updated Lodging Page on SDBW Website
Visitors able to access
TMD property listings
Created lodging packages for
SDBW attendees with TMD hotels
TMD Property Listings
6 Page Comprehensive
List with all
Category A TMD
Properties
Added 1,300+ Facebook Fans (10,022 to 11,325)
Fan Breakdown:
Over 6,000 Fans
from outside
San Diego
Added 2,000+ Twitter Followers (10,697 to 12,939)
Follower Breakdown :
6,090 in 2011
8,043 in 2012
10.9K in 2013
12.9K in 2014
2014 SDBW Media Impressions
TMD funds have enabled us to generate millions of media impressions over a six month campaign
The Guild ran an aggressive print, online, radio and social media campaign targeting craft beer enthusiasts and
beer tourists in Southern and Northern California, Arizona, Oregon, New York, Colorado, and Midwestern States.
Top Press Hits
- Saveur Magazine
- Alaska Airlines Magazine
- Craft Beer & Brewing Magazine
- Beer Advocate
- The Full Pint
- Huffington Post
- Thrillist National
- LA Weekly
- NBC Los Angeles
- KCRW
- Zagat
SDBW Media Attendance
- Huffington Post
- Craft Beer & Brewing Magazine
- Beer Alien
- The Full Pint
- Celebrator Beer News
- Drink Me Magazine
- Zagat
- AXS.com
- KPBS
- U-T San Diego
- Eater SD
We hired a professional PR firm (Katalyst PR) to focus on aggressive media relations campaign to generate additional press
2014 SDBW Media Pick-Up
• 25+ TV Segments
KUSI, NBC, Fox, CW,
CBS and ABC
• Radio Interviews
FM 94.9, KOGO
• 45+ Print Hits
Saveur Magazine, Draft Magazine,
Celebrator Beer Magazine, Pacific
San Diego Magazine, Union
Tribune
• 200+ Online Features/Mentions
Zagat.com, Sandiego.com,
thrillist.com, draftmag.com,
beeradvocate.com
• 45+ Blog Features/Mentions
By prominent beer bloggers
Proposed 2015 Campaign Target Market
Craft Beer Drinkers & Beer Tourists:
Craft beer enthusiasts represent a highly desirable
demographic of relatively young, educated, affluent,
mobile beer drinkers willing to travel for unique beer
events.
The nature of beer tourists is such that they will travel at
any time of year to the events that are important to them
– (e.g. GABF, Oktoberfest, SDBW, etc.)
Hosting Beer Week in early November, an “Off Peak”
season for San Diego tourism, has proven to bring the
Beer Enthusiast to San Diego in increasing numbers.
SDBW 2015 Campaign
Website
• Maintain & update mobile friendly SDBW website leading Beer Enthusiasts to the site and TMD hotel
options
• Improved search engine for Event listings included ability to sort events by type, neighborhood, and
date
• Expand LODGING page to include partner TMD Hotel packages for the anchor Beer Week events
• Link Hotel Tab to Convis/TMD run site with more hotel listings
Hotel Partnerships
• Increase the number of hotel partnerships, creating packages to induce more visitors to book hotel
rooms through SDBW website
• Optimized ticketing website to better handle and track online travel bookings
• Collaborate with Hotel Event and group marketing teams
Additional Marketing Focus
• Expand social media interactions and opportunities driving users to the SDBW website and TMD
Hotel options
• Create video advertising for SD.org and social media campaigns
• Increase “on line” banners and internet presence by 10% in 2015 with links to SDBW website
• Build on success of previous years PR campaigns
• Introduce a Group Sales component targeting The Beer Hobbyist audience
• Have a marketing presence at major out-of-market beer events
• Marketing to include website links and offers of Room & Event packages to drive interest to the
website
ROI Measurement
• Continued partnership with Vision Quest/SDSU School of Hospitality to assess effectiveness of
marketing and enhance ROI tracking
Budget Overview
With $74,900 in FY 2016 SDTMD funding, SDBW 2015 will launch a targeted marketing campaign including
a focused “call to action” in all media types, and a concentrated outreach to industry-related, out-of-market
groups.
BUDGET - SDTMD funds will be allocated among the following budget items:
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$20,000: Print Advertising
• Includes beer and industry specific magazines, regional publications, travel publications,
cards and out of market SDBW promotion materials
$15,000: Online Advertising
• Includes banners and ads on influential beer, social media and travel websites
$15,000 Public Relations & Professional Management in Marketing Campaign
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Fund PR firm to generate regional and national media buzz, coordinate media opportunities;
partially fund Administrator to liaison with PR firm, Media Professional and Brewers Guild
members throughout 600+ events and oversee the SDBW plan and vision
$15,900: Technology Support
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Update and maintain website and social networking applications; create video campaigns;
build a faster search engine and a broader “Lodging” tab connection
$9,000: Operations/Admin
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Oversee the SDBW plan, execute reimbursements, place media buys, act as PR & web
designer liaison and communicate dates to SDBG members; fund a dedicated Beer Media
professional to oversee plan and vision in executing media buys, placement, timing and
administration; oversee Festival coordinators, PR efforts and web design initiatives, and to
act as liaison to the Board of Directors
Projected TMD ROI of 13.8:1*
Assumptions:
Friday (11/06) – 900 room nights
Saturday (11/07) – 945 room nights
Sunday (11/08) – 650 room nights
Monday (11/09) – 500 room nights
Tuesday (11/10) – 500 room nights
Wednesday (11/11) – 598 room nights
Thursday (11/12) – 650 room nights
Friday (11/13) – 900 room nights
Saturday (11/14) – 900 room nights
Sunday (11/15) – 400 room nights
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ROI projection supported by prior years’ successful results
Assumes a total of 6,943 room nights x a $148.97 average nightly room rate =
$1,034,298.71 in revenue
$1,034,298.71 in revenue / $74,900 fund grant = 13.8:1 ROI
The San Diego Beer Week total ROI of 13.8:1 surpasses the minimum threshold of
3:1 for “Off Peak Periods”
2014 San Diego Beer Week Room Night Analysis
Results were generated using intercept interviews conducted at events of
varying sizes during Beer Week. The results indicate that an estimated
6,900 room nights were generated as a result of Beer Week events.
6,900 room nights / $991,254 generated => ROI 13.23 : 1
** It is important to note that only those attendees staying in a
TMD area hotel, who came specifically for Beer Week events
were included in the analysis.
Partnering to Promote San Diego as a Craft Beer Destination
VISION QUEST: SDBW has yielded INCREASING ROI’s
2010… 1,435 room nights / $179,734 generated
2011… 3,612 room nights / $469,307 generated
2012… 5,943 room nights / $789,794 generated
2014… 6,900 room nights / $991,254 generated
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ROI 3.59 : 1
ROI 6.26 : 1
ROI 11.56 : 1
ROI 13.23 : 1
Vision & Timing! Six Years Ago…
SDTMD and ConVis were responsible for
convincing the San Diego Brewers Guild to move
SD Beer Week from its planned timeframe in
August 2009 (already a peak tourist time) to early
November (an Off-Peak tourism period) when it
could benefit the entire local tourism and
hospitality industry.
Nov. 2009 – Nov. 2014
2009 – TMD invested $22,320 in first-time event: 300+ events were held during our first San
Diego Beer Week. Due to the spread-out nature of the event, lack of standardized reporting
procedures, and the short lead time (2 months) between TMD investment funding and SDBW
2009, no ROI report was possible.
2010 – TMD invested $50,000 in second year event: 477 posted events in 10 days.
Using the TMD standard ADR of $125.25, this yielded a total of $179,734.00 in additional hotel
revenue during the Beer Week period. The ROI was approximately 3.59:1
2011 – TMD invested $74,900 in third year event: 524 posted events in 10 days.
Using the TMD standard ADR of $129.93, this yielded a total of $469,307 in additional hotel
revenue during the Beer Week period. The ROI was approximately 6.26:1
2012-TMD invested $74,900 in fourth year event: 535 posted events in 10 days.
Using the TMD standard ADR of $132.89, this yielded a total $789,794 in additional hotel
revenue during the Beer Week period. The ROI was approximately 11.56:1
2014-TMD invested $74,900 in sixth year event: 600+ events were held in 10 days. Using the
TMD standard ADR of $148.97, this yielded a total of $991,254 in additional hotel revenue during
the Beer Week period. The ROI is approximately 13.23:1
Thinking Tactically
How can San Diego grow tourism customers and TMD Hotel Occupancy, other than
just promoting its beaches, bays, and attractions???
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Give tourists another COMPELLING, UNIQUE reason to come to San Diego in a
FOCUSED event that provides multiple “insider” experience opportunities
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Maximize the use of Social Media as the preferred communication and information
platform of our target audience
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Strive to create a “Call To Action” with every marketing dollar
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Promote SD Beer Week at other major Beer Events
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Hosting our 10 day Festival when the city can fully engage in and maximally benefit
from a signature, citywide event
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Do it in an AUTHENTIC WAY that leverages an existing sustainable differentiated
competitive advantage and creates ancillary benefits year-round
“San Diego isn’t just surfing and LaDainian Tomlinson anymore it’s the new beer capital of
the U.S….The sheer number of breweries blows us away. Visit almost any of them and you’ll
find the brewmaster on hand, happy to chat over a pint.”
Men’s Journal, October 2009
“Iconic destinations are often
associated with culinary adventure.
San Diego has the opportunity
with craft beer to elevate the experience
of tourists or convention attendees.”
“Forget the zoo, SeaWorld and
beaches galore. San Diego’s
allure, at least for tourists, is
all about the beer, so says
The New York Times.”
Lori Weisberg
Russ Mitchell
“Probably the
most recognizable
(yet stillemerging) beer
city on the list,
San Diego.”
“San Diego, which
we’re gonna go
ahead and deem
the most
dominating beer
city in world
history!”
Ben Robinson,
Thrillist
U.S. News Travel
“People from all over the country, and
really all over the world, come to San
Diego to experience what we have to offer.”
Brian Scott
“International beer
enthusiasts love this week
because it’s a chance to be a part
of the San Diego beer revolution.”
Adam Martinez
BAY
BEACH
+
BEER
BREWERIES
+
+
= America’s Finest Beer Week
and Beer Tourism year-round!
We look forward to
working with the
San Diego Tourism
Marketing District to
bring visitors to town for
the SEVENTH annual
SAN DIEGO BEER
WEEK in 2015
Thank you for your
consideration!