FIVE-YEAR REVIEW AND 2014-2015 ANNUAL REPORT
FIVE-YEAR REVIEW AND2 0 1 4 - 2 0 1 5 ANNUAL REPORTBURBANK HOSPITALITY ASSOCIATION
WELCOMEDear Tourism Partners,Visit Burbank is seeking to renew for a 10 year term in 2016, and we are pleased to present this fiveyear report of accomplishments achieved to date. At the same time, the report outlines initiatives andresults for Fiscal Year 2014-2015.The formation of Visit Burbank in 2011 was a bold enterprise for the city. Burbank had never beenpromoted as a tourism destination on such a comprehensive scale. Yet with the area’s great naturalsetting, distinctive commercial neighborhoods, ease of access via Burbank Bob Hope Airport,dominance in the entertainment industry, and 17 hotels ready to welcome guests seeking thequintessential Southern California experience, the market made for a perfect travel destination. Itsimply needed to be packaged and communicated, ready for its tourism close-up.Since the formation of Visit Burbank, numbers tell the story: Hotel occupancy achieved 81.3 % YTD through September 2015, a record. Average Daily rates are up 25% since 2012 (the year with the first full branding campaign). Revenue Per Available Room (RevPAR) is up 35% since 2012.CO N TE N TS2About4Key Branding Messages6A Productive Collaboration8Burbank Hotels10 Milestones & Accomplishments16 Dynamic Growth20 Strategic Event Partnerships Growth in Annual Room Revenue is up 36% since 2011.22 Property InvestmentBurbank hotels have also responded to these increases, investing more than 138 million in renovationsand new construction since 2011.24 Future FocusThe larger Los Angeles visitor market is strong, benefiting Burbank hotels. 2015 was the fifth consecutiveyear of record-breaking visitation, where the region welcomed 45.5 million visitors, an increase of1.3 million over 2014. This includes a record-breaking 38.8 million in domestic visitation, and 6.7 millioninternational visitors, elevating the market’s status as a leading global travel destination to new heights.Looking to the future, Burbank is poised to attract an increasing share of overnight visitors via theUniversal Studios Hollywood Preferred Hotel Partnership, especially in view of the new WizardingWorld of Harry Potter attraction opening in April 2016. Adding to the new branding and marketingcampaign, 2016’s comprehensive media buy, and the constant maximizing of every opportunity forBurbank hotels, the result will be healthy increases for overnight stays.On behalf of the Board, I thank everyone who helped Visit Burbank achieve such incredible five yearresults and look forward with pleasure to working with you on the renewal.Sincerely,Tom WhelanChairBurbank Hospitality Association26 Balance Sheet27 Income Statement28 Five-Year Summary & Beyond29 Board of Directors and Staff
ABOUTThe Burbank Hospitality Association, operating as Visit Burbank, was formed in 2011 andis funded by a 1% assessment on overnight stays in Burbank hotels with more than 25 rooms.MISSIONVisit Burbank’s mission is to boost hotel occupancy by positioning Burbank as a domestic, nationaland international tourist destination.BUDGETThe Association’s projected annual income of 520,000 has been exceeded every year since 2011.This is due to higher visitation led by the recognition of Burbank as a top Southern California destination.2 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015 3
VISIT BURBANK’S KEY BRANDING MESSAGES The city’s hotels are easily accessible to many of Los Angeles’ most popular attractions. With its own airport and relaxed setting, Burbank is an easier alternative to the hustle andbustle of LAX. Burbank is on the pulse of the entertainment industry. From palm trees and pools, to celebrity hotspots and hip neighborhoods, Burbank offersthe quintessential Southern California vibe that people expect when they visit Los Angeles.NEW VISIT BURBANK BRANDING INITIATIVES FOR 2015 INCLUDE: Citywide promotional video for viewing in-flight, at hotels, and via social media. Pay-per-click digital advertising across a multitude of platforms, including Priceline and Google. Partnership with the Universal Studios Hollywood Preferred Hotel Program. More than twomillion additional visitors are anticipated with Wizarding World of Harry Potter opening in April2016, putting Burbank hotels in a premier position for room bookings.RENEWAL Now in its fifth year of operation, Visit Burbank is looking to renew for a 10 year term in 2016.4 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015 5
A PRODUCTIVE COLLABORATIONVisit Burbank plays an important role in collaborating with the City of Burbank EconomicDevelopment team and Downtown Burbank Partnership to combine talent and resources inchampioning the City’s assets.The three organizations represent morethan 2 million in funding per year, andshare the same values in branding Burbankas a creative, appealing, and profitableplace to visit and to do business.6 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015 7
Stou25 miles2Holiday Inn Burbank Media Center3Courtyard by MarriottLos Angeles/Burbank AirportCoast Anabelle HotelExtended Stay America Los AngelesBurbank Airport3trolinkMAGNOLIAPARKPortofino Inn Burbank17Tangerine Hotel18Hilton Garden InnOpening summer 2016nFernnoakdoStsBlvdanBlvdDOWNTOWNBURBANKedamvdk BlbanBur5 miles11 milesGRIFFITHOBSERVATORY7168 milesMag10UNIVERSALSTUDIOSDODGERSTADIUM2lvdNvego AMEDIA 5DISTRICT9VictuVerdedaAlamayod W16SaaBnoliywoHollTravelodge Burbankkea14es Av15lin15PasBurbank Inn & Suites11hGl6 18Best Western PlusMedia Center Inn & Suites146troVictory Blvd11Quality Inn Burbank Airport/Metk / MeSafari Inn13kaAveAmtratra1e Ave10128 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015EmpirPl911 miles13oryRamada Burbank Airport8Vict8ROSE BOWLSTADIUMAlSpringHill Suites Los AngelesBurbank/Downtownlvdlvd7oBaBResidence Inn Los AngelesBurbank/DowntownndBuena Vista St6naHollywood WayBurbank Extended Stay InnerAmHotel Amarano Burbank5AIRPORTDISTRICTnoli4SanFLos Angeles Marriott BurbankAirport HotelMag1VERDUGOMOUNTAINSSIX FLAGSMAGIC MOUNTAINOliveAveB UR BA N K H OT EL SghsiderRive4oryWALT DISNEYCONCERT HALLBl5vd12 milesAveBlvd13417LACMA10 milesHOLLYWOODBOWL6 milesHOLLYWOOD7 miles12THEGROVESTAPLESCENTER10 miles14 milesLA ZOO3 milesDISNEYLANDRESORT37 miles 9
MILESTONES & ACCOM PL I SHM ENT SVisit Burbank has generated numerous firsts for Burbank’s hospitality industry in terms of2013 Print advertising campaign reached26 million.promoting hotels and attractions to the leisure market.DISCOVERLOSANGELES.COMLOS ANGELES TOURISM & CONVENTION BOARDPhoto: Stefano Ricci2011 Burbank City Council approved the formation of the Burbank Hospitality Association andappointed the first Board of Directors. In its initial stages, the organization, operating as VisitBurbank, developed a request for proposals for an advertising agency. A final agency wasselected in Spring 2012.2013 Visitor Guide #2 Summer Fall wSpine FA.indd 1 Social media campaign developed on Facebook and Twitter. Burbank is “Featured Destination” in Travelzoo newsletter reaching 10 Hotel booking20125/9/13 4:00 PMmillion subscribers.engine installed onwww.visitburbank.com. Advertising Agency selected.BOOK YOUR TRIP First-ever logo and tourism brand developed. Print advertising campaign launched. Discover Los Angeles China Guide advertisment reached200,000 Chinese tourists. Visitor Destination Guide and Concierge Map were developed.Rolling and action!Check-in to style, then check out TV and movie magicIt’s prime time!Trendy tastes, chic creations and new-style diningQuiet on the setSpend your vacation on location with movie and TV action.For scripting the perfect stay, Burbank is your stylish scene. The townbehind the tinsel puts you in a lively place, including over 15 unique hotelsthat keep you in the heart of the action of shopping, dining, bars — andcentral to all of LA & Hollywood.From stores to hotels, and especially restaurants, Burbank is a town known for itstaste. Unique districts throughout Burbank serve up the stars’ favorite spots — withoutthe VIP guest lists.Hollywood action really comes to life in the town behind the tinsel —Burbank! It’s just 15 minutes from LA, but worlds apart from that unpredictablesetting.Discover boutique luxury at secret hotel hideaways of the stars. Stay in hipplaces that regularly appear in TV and films. Or get down to business atconvention hotels neighboring Burbank Bob Hope Airport. The style all startsat VisitBurbank.com.Satisfy every taste around every corner amidst an expansive stretch of tasty restaurantsand lively bars in the hip Downtown Burbank. Explore the legendary local spots inMagnolia Park. And check out the stars’ power places in the Media District. The flavor allstarts at VisitBurbank.com.In Burbank, go behind-the-scenes and right “on set” of major movie productionsand top-rated TV shows with the Warner Bros. Studios Tour. Stay at hotelsrenowned for luxury, or legendary for their film history. And fly in direct like thestars to the ultra-convenient Burbank Bob Hope Airport. The action all startsat VisitBurbank.com.MOVIE STUDIOS & TOURS LIVE TV SHOWS HOTELS & DININGUNIQUE ENTERTAINMENT DISTRICTS ARTS & ACTIVITIES BURBANK AIRPORTMOVIE STUDIOS & TOURS LIVE TV SHOWS HOTELS & DININGUNIQUE ENTERTAINMENT DISTRICTS ARTS & ACTIVITIES BURBANK AIRPORT10 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015MOVIE STUDIOS & TOURS LIVE TV SHOWS HOTELS & DININGUNIQUE ENTERTAINMENT DISTRICTS ARTS & ACTIVITIES BURBANK AIRPORTThat’s a wrap! Roll credits!Glam, retro, or hip — shop alongside the stars in BurbankStar-studded shopping sprees come in all styles in the town behind the tinsel.From trendy outfits to famous thrifts, Burbank is the stars’ secret spot for fashion.Express your inner celeb with a wardrobe straight from the movies at Magnolia Park —nicknamed “Vintage Row” with shops that span several decades and city blocks. Showyour flair at fashion-forward boutiques and ultra-cool eateries in Downtown Burbank.Or recreate the looks of the best-dressed with chic collections at Burbank Town Center.The style all starts at VisitBurbank.com.MOVIE STUDIOS & TOURS LIVE TV SHOWS HOTELS & DININGUNIQUE ENTERTAINMENT DISTRICTS ARTS & ACTIVITIES BURBANK AIRPORT 11
M I L ES TO N E S & ACCO M P L I S H M E N T S2015continuedThe initial Visit Burbank advertising campaign ran from 2012 to summer 2015, and culminated with91 million impressions. The hotel booking engine generated 18,500 hotel room searches.2014 Burbank featured with a 20-page spread reaching Burbank featured with a 12-page spread reaching3.2 million in US Airways Magazine in June. 3.45 million in Southwest Airlines:The Magazine in November. The new campaign contemporized the look and feel of Burbank’s imageKEY MESSAGE: Burbank is the ultimate Southern California destination, close to many of Los Angelesand Hollywood attractions, and is in the heart of the entertainment industry.GOALS: Drive hotel occupancy during off-peak periods Develop strong Return-on-Investment tools Devote 75% of the advertising buy to digital and social media. A new streamlined website launchedin February 2016. 90,000 visitors usedthe website in 2015. Visit Burbank Official Guidebook distributed at Burbank hotels. VISIT BURBANKA ticket to renownedtheaters, celebrityheadlined comedyclubs, modern artgalleries — evena martial artsmuseumBy Josh JenischHome to an extraordinary numberof entertainment companies,Burbank plays an important rolein shaping the nationís culturalconversation. So itís no surprise that the city has athriving arts and culture scene of its own.Burbankís creative spirit is probably best expressed in its ourishing theater scene. Local favorites include the Colony Theatre, one of the mostcelebrated theatrical organizations in the country.Also popular is the Falcon Theatre, which is ownedand operated by Garry Marshall and his daughter.The Victory Theatre is a great venue to catchworks from new and emerging artists, while theGrove Theater Center, nestled in the midst ofGeorge Izay Park, is an intimate, cozy affair. Foroutstanding contemporary performances, check outTheatre Banshee, a nonpro t company that specializes in Irish plays and playwrights.A LIVING CITY:ARTS &CULTUREPHOTOS COURTESY OF VISIT BURBANKCENTERSTAGEGALLERYIf youíre looking for big-time summer entertainment, nothing beats the Starlight Bowl, an extraordinary outdoor venue (picture the Hollywood Bowl,but with less traf c) thatís a hit with families. Thenthereís Flappers Comedy Club, which attracts someof the biggest names in stand-up, including celebrities in town lming TV shows or movies.For entertainment of a more elevated variety, thePaci c Ballet Dance Theatre, one of the leadingballet companies in Los Angeles, stages several exquisite productions each year. Itís associated withMedia City Dance, a Burbank-based professionaldance school that trains in classical technique.The Creative Arts Center is home to a wonderfully curated gallery that hosts group and solo exhibitions on a rotating monthly basis. And if your visitleaves you feeling inspired, art classes are availablefor both children and adults.The Gordon R. Howard Museum, meanwhile,focuses on the history of Burbank. Ittraces the cityís development from afarming community to an aviationhub to the media capital of theworld. The Portal of the FoldedWings, an elaborately crafted structure adorned with marble, mosaic,and sculpture, is another grandmonument to Burbankís past. Builtin 1924, the 75-foot arch is the burial site for aviation pioneers.The Martial Arts History Museum, a uniquely Burbank affair, explores the impact of Asian forms ofmartial arts on Western society.Those looking for a ìChuck Norrisîexperience, take note: The museum is far less aboutphysical violence than it is about artistry and sharedhumanity.Find more at VisitBurbank.com/what-to-do.The Center Stage Gallery isn’tyour typical art gallery. In fact,its focus isn’t as much on artas it is on the artist and his orher unique creative process.Founded by the Creative TalentNetwork, CSG is “dedicatedto the talent and inspirationalspirit behind the creation offeature films, video games,and television.”A natural fixture in Burbank,WHAT TO DOW H E R E T O S T AYClockwise frombelow: Pacifi cBallet DanceTheatre, theColony Theatre,and FlappersComedy ClubYou’ll explore four distinct districts in Burbank: metropolitan Downtown, the legendary Media District,innovative Airport District and eclectic Magnolia Park, each with a unique spirit and lively collection of shops,restaurants and bars, as well as events throughout the year.the epicenter of creativity, thissalon-style space features Artin Residence series, webinars,drawing sessions, book signings,workshops, and more.A particularly notable permanentinstallation is inventoryfrom Stuart Ng Books, the go-tosupplier of imported and rareart books and artist sketchbooks,as well as the country’slargest source of French comics.centerstagegallery.comVisitBurbank.com12 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015/With hotels like Safari Inn and Hotel Amarano that range from the charmingly affordable to chic boutiques,there’s a place for you in Burbank.21 90 second IN-FLIGHT VIDEO reaching 3.2 millionpassengers on 27,000 United and Virgin Americaflights. Additional 30 second and 15 second versions aretargeted for internet and social media use.Premiered December 2015. In addition to regular media FAM TOURS, Visit Burbank organized an event directed primarily toBurbank hotel staff on May 27, 2015. 13
MI LES TO NE S & AC CO M PLI SH M E N T S continued2 0 1 5 continuedDIGITAL CAMPAIGN A first-ever coordinated digital media campaign reached2.9 million adventure-seeking travelers.Pay-per-click (PPC) Investment with Google to drive traffic tovisitburbank.com. Targeted to207,000consumers in Arizona, California, Colorado, Nevada, ADVERTISING IN PRINT MEDIA reached 35 million readers in 2015. With the addition of newpublications, that figure will achieve 44 million in 2016.HEREWHEREEVERYMOMENTIS WORTHYūʾOF THESILVERSCREEN ೣs ցЎ̊Ν뺮ČၽᗰɪʾęƆ뺮ցЎ̊ΝϳDŽ ى ć ഀ s ցЎ̊Νɂϙ ࡌ̖șʆȝǘ ŭũˡ뻔s ЌѠſҍǰ s džɪˈਝƥӄs ު̊Ꭲ ז s ы͗ϩȉǗ লǰߧԍ̑ s ࡎƯɁ뺮 ܁ 0 VisitBurbank.comު̊Ꭲɯ ז 뼯 Ǘ লǰߧ 뼯 ̖ɡЌѠ 뼯 ԑढ़Ӎ͋ŀƜ 뼯 ရΊՍ QD *QRG ƯɁMOVIE STUDIOS & TOURS LIVE TV SHOWS UNIQUE HOTELS DINING & NIGHTLIFE BURBANK BOB HOPE AIRPORT500,000Discover Los AngelesGuide200,000LA MeetingsGuide ʐćရΊՍ뻟ʂć໘ᔮ to international markets: Australia, Canada, and China.SOCIAL MEDIAȉĀŞƶdirect flights into Burbank. 15% of PPC was dedicated Paid advertising on Priceline, Brightroll, and Thinknear targeted consumerswith a propensity to travel to the Los Angeles area. The campaign will continueto evolve in 2016 with new media partners. Reach was 3.4 million.ARE EVENɪʾк New York, Oregon, and Washington — all markets withTRAVEL-RELATED INTERNET SITESEVENTSBETTERCLOSE UPCalifornia Road TripsImage courtesy of Warner Bros. Special EventsPut your meeting or convention in the heart of SoCal’s entertainment capital and get exciting locations,perfect weather, a relaxed vibe and stress-free travel with Burbank Bob Hope Airport.Find the perfect backdrop for your event with: 50,000 sq. ft. of hotel meeting space including Starlight Bowl Boutique and corporate hotel options The Warner Bros. Studio LotSpectacular outdoor venues, And much more!VisitBurbank.com/MeetingsHOTEL MEETING SPACES CONVENTION CENTER WORLD-CLASS VENUES MEETINGS AND WEDDINGS SOCIAL AND CORPORATE EVENTS12,500Discover Los AngelesChina Guide200,000 Other advertising media includes: Brand USA Enhanced City Profile, Brand USA Inspiration Guide,California Visitors Guide, Orange Coast Magazine, San Diego Magazine and Westways Co-Op. SEAPORT AIRLINES’ OFFICIAL IN-FLIGHT MAGAZINE produced a five-page spread featuringBurbank as a destination that ran in August and September. ! " " # Demo-targeted ads on Facebook and Twitter promoted Visit Burbank to 45,000 social media consumers.Additional platforms include Instagram, Google , Youtube, LinkedIn, and Pinterest. ! " # "% %&' "( ! ) Pandora banner and audio advertisments reached3.125 million listeners in Orange and San DiegoCounties in fourth quarter 2015.14 BURBANK HOSPITALITY ASSOCIATION ANNUAL REPORT 2014-2015 15
DYNAMIC GROWTH85%Marketed nationally and internationally, Burbank’s hospitality industry has benefited from doubledigit growth, reaching record levels of occupancy, average daily rates (ADR), and revenue peravailable room (RevPAR).70%YTD Through September 30, 2015201320142015(YTD through Sept 30)BURBANK75.4%77.8%78.6%YTD Through September 30, 2015201320142015(YTD through Sept 30)BURBANK 118 123 134UP 8%65%(Rounded percentage)201220132014UP 25%(Rounde
Burbank featured with a 12-page spread reaching 3.45 million in Southwest Airlines: The Magazine in November. Burbank featured with a 20-page spread reaching 3.2 million in US Airways Magazine in June. A new streamlined website launched in February 2016. 90,000 visitors used the website in 2015. 90 second IN-FLIGHT VIDEO reaching 3.2 million
September: 2013 33,391.18 9/24/2013 October: 2013 33,391.18 10/24/2013 December: 2013 65,031.50 12/20/2013 January: 2014 33,099.37 1/23/2014 February: 2014 33,099.37 2/24/2014 March: 2014 33,099.37 3/24/2014 April: 2014 31,662.23 4/25/2014 May: 2014 31,662.23 5/22/2014 June: 2014 31,662.24 6/26/2014 392,881.03
approach to character creation that is the foundation of Five by Five. The 5x5 task roll is original to Five by Five, but combat, weapons, and armor were all adapted from Warhammer Fantasy Roleplay.2 Five by Five was created ad-hoc for playing a quick game session with some friends by m
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1 EOC Review Unit EOC Review Unit Table of Contents LEFT RIGHT Table of Contents 1 REVIEW Intro 2 REVIEW Intro 3 REVIEW Success Starters 4 REVIEW Success Starters 5 REVIEW Success Starters 6 REVIEW Outline 7 REVIEW Outline 8 REVIEW Outline 9 Step 3: Vocab 10 Step 4: Branch Breakdown 11 Step 6 Choice 12 Step 5: Checks and Balances 13 Step 8: Vocab 14 Step 7: Constitution 15
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White King Lucky Lass Mines Site Lakeview, Oregon . The following five-year review form presents the summary of this review: FIVE-YEAR REVIEW SUMMARY FORM Site Name: Fremont National Forest/White King and Lucky Lass Uranium Mines (USDA) EPA ID: OR7122307658 Region: 10 State: O
TI-83 Five-Number Summary TI-83 Five-Number Summary Follow the same procedure that was used to find the mean. When the list of statistics appears, scroll down to the ones labeled minX, Q1, Med, Q3, maxX. They are the five-number summary. The Five-Number Summary Robb T. Koether Homework Review Percentiles and Quartiles Example The Five-Number
ment of thinking about the Big Five or five-factor model (FFM), a prominent section of each review discusses disagree- ments concerning the precise nature of, and best labeIs for, the five factors. This article describes how the Abridged Big Five Dimensional Circumplex (ABSC; Hofstee, de Raad, & Gold- berg, 1992) might clarify these disputes.