here - Coronado Tourism Improvement District

For FY14 the Board will:• Hear recommendations first evaluated by Local Marketing Subcommittee• Explore new media options to sharpen platforms previously used• Negotiate further savings when possible with vendors• Enhance the awareness of dining in “Come and Play…” campaignIn the forthcoming year $73,000 has been budgeted for the local marketing of Coronado in SanDiego County. The Executive Director will present his recommendations for FY14 based on thesuccess of FY13 efforts.–PUBLIC RELATIONS–The Board is thrilled with the efforts of the PR teams to generate articles, features and columns thatpromote Coronado. Even greater gains could be made in FY14 by:• Investing further in video/photo assets of Coronado press kit• Returning to markets such as Dallas and Houston (cut because of cost)• New outreach in Denver and Las Vegas• Exploring TV infomercial opportunities in Arizona and ColoradoAlthough PR is included in the scope of work from SDTA, it receives special attention as if it was a thirddivision of marketing that accompanies the CTID’s national and local efforts.–LONG TERM PLANNING–At the end of FY12 the Board seeded a Long Term Planning Fund with $25,000. Their goal is to add anadditional $25,000 in subsequent years, including FY13. The balance at the end of FY13 will be $50,000.This budget was created to fund future projects. Examples could be:• A summer shuttle program that lessens vehicle usage• A way-finding signage program that further promotes walking• A restaurant strategy that better positions Coronado as a dining destination• Studies to measure visitor satisfaction and/or economic impact of tourismIn FY14, the Board plans on contributing another $25,000. At the close of FY14 the grand total could be$75,000 to fund the initiatives above or other opportunities that present themselves.C T I D A n n u a l R e p o r t F Y 1 314