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City Council Worksession April 4, 2011 Presentation Overview Goals Marketing Efforts SpringHill Suites Super Bowl XLV Southwestern Athletic Conference SWAC Basketball Championships Dine Smart Dine Local Sales Effort 2 1 Goals Marketing Efforts Directed toward Meeting, Sports & Travel Planners Advertising Destination Guide Implement Mobile Website Online Hotel Booking – BookDirect powered by Jack Rabbit Systems Trade Shows Event Support Hospitality Awards for Excellence (HOSPYs) Super Bowl XLV Southwestern Athletic Conference (SWAC) – Basketball Championships Implement Targeted Sales Effort Contract Sales Position (34 Weeks) Build Relationships with potential clients Generate 200 Qualified leads Generate 30 RFPs Hold & Evaluate Select Tournaments at Breckinridge & Huffhines 3 Marketing Efforts Advertising – Meeting & Sport Plan Your Meetings (Print & Web) Regional Meeting Market Meeting Planners Guide (Print & Web) Regional Meeting Market Texas Meeting Guide Supplement to PCMA Convene (Print) PCMA - Professional Convention Management Association Regional Meeting Market Current Magazine – MPI - DFW Chapter Magazine (Print) MPI - Meeting Planners International Area Meeting Market HSMAI Marketplace & MPI Marketplace (Web) HSMAI - Hospitality Sales & Marketing Association International National Meeting Market Sports Destination Management Magazine (Print & Web) National Sports Market Texas Sports Facility Guide (Print & Web) State Sports Market 4 2 Marketing Efforts Advertising - Travel Dallas Drive Guide (Print) Local Travel Guide TexTraveler.com (Web) State Travel Market TourTexas.com (Web) State Travel Market DFWATC (Web) DFWATC – Dallas Fort Worth Area Tourism Council State Travel Market TripAdvisor (Web) Travel Review Site 5 Marketing Efforts Advertising - TripAdvisor 6 3 Marketing Efforts Advertising - TripAdvisor 7 Marketing Efforts Advertisement Samples 8 4 Marketing Efforts Destination Guide Highlighting Accommodations Meeting & Event Venues Athletic Venues Restaurants Arts & Culture Entertainment & Activities Parks & Trails Festivals & Events 9 Marketing Efforts Destination Guide Print & Online Versions Printed 23,000 6,000 for Hotel Use Individual Distribution Texas Travel Centers - 3,000 Meeting Planners - 11,000 Relocation & Traveler Request Version 2.0 New Hotel in Jan of 2012 10 5 Marketing Efforts Website Enhancements - Mobile Mobile Site Mobi Manage Redirected www.richardsontexas.org Direct 1173.mobimanage.com Highlighting Hotels Dining Shopping Activities & Events Festivals Basic Meeting Information 11 Marketing Efforts Website Enhancements – Hotel Booking BookDirect powered by JackRabbit Systems Enter Dates View Results Complete Reservation Book directly from the Hotel’s website 12 6 Marketing – Website Enhancements 13 Presentation Overview SpringHill Suites Super Bowl XLV Southwestern Athletic Conference SWAC Basketball Tournament Dine Smart Dine Local Sales Effort 14 7 SpringHill Suites 190 & Shiloh 103 Rooms Potential Opening Nov 2011 to Jan 2012 General Manger (GM) & Director of Sales (DOS) to be hired Jun – Sept or 2011 Managed by Lowen Hospitality Management, LLC Hotels in Irving & Lewisville 15 Super Bowl XLV Major North Texas Venues Taste of the NFL: Fort Worth Convention Center Media Center: Sheraton Dallas NFLX: Dallas Convention Center Tailgate: Cowboy’s Stadium Headquarter Hotel: Hilton Anatole AFC Team Hotel: Omni Fort Worth NFC Team Hotel: Omni Mandalay Richardson Events Super Bowl Slant 45 Tree the Town Super Bowl XLV 5K Run The NFL Emerging Business Leadership Forum Why Not Sports “The Sports Career Expo” 16 8 Super Bowl XLV Weekend Hotel Rooms (Thurs-Sun) Hotels Reported 6,893 Room Nights Est. $1.3 Room Revenue Est. $94,000 in HOT (Hotel Occupancy Tax) Average Weekend Occupancy is 40% Super Bowl Weekend Occupancy Thursday 65% Friday 71% Saturday 81% Sunday 82% 17 Conference Basketball Tournament - March 9-12, 2011 Garland Special Events Center Three Year Commitment 16 Teams, Fans, Cheerleaders & Bands Men's Women's Alabama A&M Southern Alabama State Alabama A&M Arkansas-Pine Bluff Alabama State Grambling State Alcorn State Jackson State Grambling State Mississippi Valley Jackson State Prairie View A&M Mississippi Valley Texas Southern Prairie View A&M 18 9 Conference Basketball Tournament - March 9-12, 2011 Economic Impact $77,800 Hotel Revenue Six Hotels Received Benefit Hilton Garden Inn - 3 Rooms - $250 Holiday Inn - 315 Rooms - $20, 500 Hyatt Regency - 37 Rooms - $3,500 DoubleTree - 372 Rooms - $31,250 Renaissance - 198 Rooms - $21,500 Marriott Properties - 9 Rooms - $800 $5,423 HOT Revenue 19 Presentation Overview Dine Smart Dine Local CVB Sales Effort Tools Contract Position New Ball Fields Tradeshows, FAMs & Calls 20 10 Dine Smart Dine Local Joint Effort Weekly email discounts NeighborsGo print advertising 37 Restaurants 2,800 Plus Subscribers www.cor.net/DSDL 21 Dine Smart Dine Local - Growing Weekly email discounts (4) Richardson Today monthly offers (4) Maximum for 104 restaurants 7,500 Subscriber goal Facebook Landing Page Restaurant Offer Updates 22 11 CVB Sales Efforts Tools Salesplace - Customer Relations Management (CRM) Software Beginning Weekly Database Imports to Salesplace empowerMINT Database of 100,000 TxMet Database of 900 Texas Meeting Profiles Plan Your Meetings Area Meetings List Meeting Planners Guide, 13,980 Past CVBs Database, 900 23 CVB Sales Efforts Contract Position One Source Hospitality Development (Joe Soto) Contracted through the end of June Evaluating results for extension Focus on Weekend Business Associations - Texas & National SMERF Market SMERF - Social, Military, Educational, Religious & Fraternal Pageants, Chorus, Singing Groups Weekly Planning Conference Call Process of current leads Discussion of new targets 24 12 CVB Sales Efforts Contract Position Qualified Leads in Salesplace – 61 Examples of Qualified Leads Universal Royalty Beauty Pageant Pathways Core Training (Mid Summer) Texas National Guard Association Jam Brands USFDA Barbershop Harmony Society Texas Association of Future Educators Texas Tennis Association 25 CVB Sales Efforts Contract Position Examples of Recently Won Business College Board with Hyatt The National Alliance of Insurance Education & Research with Renaissance Examples of Current Opportunities TAHPERD Leadership Conference for 2012 Texas Association for Health, Physical Education, Recreation, and Dance TBAALAS for 2013 Texas Branch of the American Association for Laboratory Animal Science 26 13 CVB Sales Effort Examples of Baseball & Softball Tournaments Triple Crown Sports (Baseball & Softball) Based in Fort Collins, Colorado Tournaments is 15 different states Home School Baseball Tournaments Super Series Baseball of America Based in Mesa, Arizona Tournaments in 24 different states June 2011 Tournaments 27 Sales Efforts Trade Shows, FAMs & Sales Calls Example of Recent Tradeshow Southwest Showcase & Austin Sales Calls Joe Soto and sales staff from the Renaissance, Hyatt and Holiday Inn attended 12 Sales calls were made 15 Solid Leads were generated 3 Opportunities (RFPS) were obtained DFWATC Little Rock Sales (April 6-7, 2011) Wildflower! FAM Tour FAM Tour - Site & Familiarization Tour Connect Marketplace (August, 2011) 28 14 Working Together For the Greater Good 15 The premier event of the May 20, Friday 6pm-Midnight Metroplex, May 21, Saturday 11am-Midnight celebrating all that is May 22, Sunday 12:30pm-8pm RICHARDSON! www.wildflowerfestival.com HISTORY Galatyn Urban Center Breckinridge Park 2002-2010 1993-1994 DART, Renaissance Hotel, Dusty Trails, Arts, Crafts, Eisemann Center, Bank of Gunfights America Lee Greenwood, Michael McDonald, Men at Work, Big Bad Voodoo Daddy, & the Dixie Chicks Jonny Lang, Peter Frampton Greenway Office Park Bret Michaels & Pat Benatar 1995-2001 Paved streets, safety & security, Arts, Crafts, Wildflower! Nights Chuck Negron, Sister Hazel, The Beach Boys, Dan Fogelberg, Huey Lewis, Kenny Loggins, En Vogue, Collective Soul, Shawn Mullins MULTIPLE AWARD WINNING-EVENT 1 Partnerships With Our Great Sponsors Continues To Grow FRIENDS OF THE FESTIVAL • Designed to give VIP access to small businesses and individuals. • $250.00 Value. • Access to the festival & sponsors appreciation suite for three days of the festival. • Full catering. • Premium parking. • Premium Reserved viewing at all stages. 2 2011 FESTIVAL SITE MAP VOLUNTEERS Current Status of Volunteers: .100% Commitment anticipated by early April . Volunteer Coordinator - matching people with a good community experience. Special emphasis on WF 100! Community Leaders working behind the scenes make Wildflower! all it can be! 1,400 volunteers are needed to produce the 2011 Richardson Wildflower! Arts and Music Festival! 3 BEYOND THE STAGES The 5th Annual Wildflower! Street Dance! Featuring .Friday Night on The Bud Light Stage .5 shows during the festival weekend in Hill Hall .9:30 p.m. BEYOND THE STAGES Zumba Dancing COR Gymnasts The Calypso Tumblers Aquadrums The Berkner Ramblers The Bowie Jump Rope Team 4 Wild Mall TASTE OF TEXAS MARKETPLACE FOOD GARDEN Artists Avenue WildRide! & WildRun! at WILDFLOWER! Presented by Methodist Richardson Medical Center Foundation, Inc. 8th Annual Wildflower! Festival Event . Cyclists choose a 16, 40 or 64 mile ride through Richardson, Murphy, Wylie, Lavon, Nevada and Josephine . Timed 5K fun run/walk! . Proceeds support
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