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Erin reports holiday visitor increases, shares influencer test results and flags Placer data access question
Summary
Visitor services staff reported stronger holiday season metrics, described an influencer pilot and boosted-video results, and said the city temporarily lost access to Placer location analytics while staff and IT resolve a contract and privacy question.
Erin, the city’s film contact and tourism staffer, told the board that Broken Arrow’s holiday season included 11 events, a kickoff that brought "over 10,000 people to the Rose District," and an 11.6% year-over-year increase in Rose District visitors during the Christmas season. She also reported a 16.5% increase in local retail sales tax between November and December.
Erin summarized a small influencer pilot: the tourism office boosted a produced video and separately boosted the influencer’s video; the boosted produced video "reached about 30,000 people," Erin said. She contrasted that reach with organic influencer metrics on the influencer’s personal page and said staff are weighing cost and audience differences when deciding whether to continue with paid influencers or allocate more funds to boosted video content.
The board also discussed analytics: Erin said the city temporarily lost access to Placer, the location-analytics service, because the contract ended and the IT director has raised moral concerns about using cell-phone location data. Staff clarified Placer provides aggregated demographic data (not individual names) and said a meeting is scheduled to determine next steps.
Erin closed with website metrics: the new tourism website had more than 6,000 visits in December and showed high engagement. The tourism team will share video assets and campaign data with the board and return with additional metrics.
