Lights up on La Jolla: Where American Theatre is Born
Slide 2
Slide 3
Slide 4
Slide 5
Cultural Tourism Marketing Plan Targeting: Los Angeles/Orange
County and the San Francisco Bay Area Total Impressions:
2,466,500
Slide 6
100% of TMD funds will be spent on marketing to cultural
tourists A 1.4 AdvertisingImpressions LA Times Culture Monster
Ad550,000 LA Times Online Entertainment Arts & Culture105,000
LA Times Postcard Insert50,000 New York Times Regional Performing
Arts Banner1,300,000 Performances Magazine - 3 months at the
Hollywood Bowl200,000
Slide 7
Marketing will include a call to action directing readers to
the TMD hotels page on the La Jolla Playhouse website A 1.5
AdvertisingImpressions Direct Mail Hunchback35,000 Direct Mail
Second City35,000 Email Campaign Hunchback26,250 Email Campaign
Second City26,250
Slide 8
Historical Attendance for Fall Musicals 2009-2013 Average
Tourist Attendance = 20% PRODUCTION # TOURISTS % TOURISTS Side Show
(2013)4,77922% Yoshimi Battles the Pink Robots (2012)4,96120% Jesus
Christ Superstar (2011)4,17615% Limelight: The Story of Charlie
Chaplin (2010) 5,10822% Bonnie & Clyde (2009)4,38219%
Slide 9
TMD HOTEL ROOM NIGHTS HUNCHBACK OF NOTRE DAME SECOND CITY TOTAL
Pre-funding1,379157.51,536.5 Additional with funding
437.578.75516.25 Total1,816.5236.252,052.75 Total TMD hotel
revenue: $294,898.06 Total ROI: 11.7:1 La Jolla Playhouse ROI Based
on a conservative estimate of 35% of tourists staying in TMD hotels
with 30 or more rooms