CVB using analytics to study events

Special to the PRESS

A report on marketing analysis, comprehensive planning, and consideration of mural submissions highlighted the Tuesday, Nov. 13 meeting of the South Padre Island Economic Development Corporation (EDC).

Mike Flores, interim executive director of the SPI Convention and Visitor’s Bureau (CVB), provided the EDC with a presentation on research and analytic tools being used to study efforts to market the Island.

Flores began by sharing that 18 months ago, the City relied on two subscription based performance indicators for analysis of hotel occupancy, tourism and travel. He shared that since that time the CVB has added about a dozen products to help with analysis. One of the analytic tools emphasized by Flores came as a result of a partnership with the University of Texas – Rio Grande Valley (UTRGV).

“We have an inter-local agreement with the Center of Business,” explained Flores. “They come out and help us measure all of our special events.” He shared a sample of such a report the university did about the 2018 SPI Kite Fest. The estimated economic impact of this event was over $1.1 million according to the report.

He added that the group most recently studied the City’s Veterans Day events. Other analytic tools highlighted by Flores as now being used by the City include those provided by Young Strategies, Mindecology, Expedia Group, Visa and Arrivalist.

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