Austin Convention Tourism Center TPID Commission Expansion Visit Austin Board Of Directors
● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● , ● ● ● ● ● ● ● ● ● Visit Austin Board Of Directors - Current Hoteliers
Scott Blalock, J.W. Marriott
Joe Bolash, Hilton Austin
Jennifer Currier, Hyatt Place Austin - North Central
Rob Gillette, Renaissance Hotel Austin
Rob Hagelberg, Four Seasons Hotel
Joanna McCreary, W Austin
Gene McMenamin, Omni Austin Downtown
Nenad Praporski, Fairmont Austin
Jeff Trigger, La Corsha Hospitality Group
STR Forecast - CBD STR Forecast - Market Sales Production Overview (FY 1819 Year-end)
Booked Room Nights 769,824 112% Annual Goal
Convention Center Booked RNs 278,981 121% Annual Goal
Lead Room Nights 4,684,739 122% Annual Goal
Leads Sent 3,983 135% Annual Goal
Need Time Booked RNs 173,017 250% Annual Goal
Site Visits 243 63% Definite Conversion* In-house vs. Convention Center Booked Room Nights
FY 18/19 FY 15/16 64% In-house 62% In-house 36% Convention Center 38% Convention Center
FY 17/18 FY 14/15 65% In-house 54% In-house 35% Convention Center 46% Convention Center
FY 16/17 FY 13/14 69% In-house 57% In-house 31% Convention Center 43% Convention Center
I N-H O U S E G R O U P S ≤ 2 0 0 P E A K TOP LOST BUSINESS REASONS* (FY 1819)
TRN Booked YoY Change ● FY 1819 ● ● FY 1718 ● ● FY 1617
FY 1516 New Convention/Sports Sales Deployment
Val Cantalope Kelly Thomas
Sarah McCabe Travis Milum
Dane Piper Jenna McCann
Marla Grajeda Joey Dragonette 1. Orlando (0 change) 11. New Orleans (+2) 2. Las Vegas (0 change) 12. Phoenix (0) 3. Chicago (0 change) 13. Austin (+2) 4. Atlanta (+1) 14. Denver (-3) 5. Dallas (-1) 15. Houston (+1) 6. Nashville (+1) 16. San Francisco (-6) 7. San Diego (-3) 17. Scottsdale (+1) 8. New York (0) 18. Fort Lauderdale (+10) 9. Miami (+5) 19. San Antonio (-2) 10. Washington, DC (-1) 20. Boston (-1) Tap 8-year Pace (Austin Market) STR Forecast - Market STR Forecast - CBD
Hotel Inventory Growth Overview
CURRENT* Austin Market: 41,074 Austin CBD: 11,294
BY 2020 Austin Market: 43,470 Austin CBD: 12,700
BY 2021 Austin Market: 44,608 Austin CBD: 13,160
*As of December 2019 ∙ ∙
∙ ∙ New ∙ ∙ ∙ ∙ Hotel ∙ ∙ ∙ ∙ Inventory ∙ ∙ ∙ ∙ Update ∙ ∙ ∙ ∙
∙ ∙ Major Hotel Renovations
Omni Barton Creek Resort - $150M, additional 180 guest rooms, fully renovated existing rooms, new conference center, outdoor pavilion, 6 new restaurants, new lobby, expanded pool scape, new golf clubhouse and tennis complex and golf course renovations.
Travaasa becomes Miraval Austin - $60M, additional 50 rooms, double the spa, second pool, new yoga pavilions, newly expanded restaurant.
DC 102 Clients Supported by 15 Partners
Chicago 100 Clients Supported by 14 Partners Financial and Insurance Conference Professionals PCMA Convening Leaders 2020 Activation Song Confessional
Convention Services Year-end Recap
Meetings Serviced Additional Results Tracked Goal - 1,800, Y/E Results - 2,364 Supplier Referrals/Service Leads - 759 Site Visits/Planning Meetings - 121 Registration Staffing Hours Pre/post Convention Meetings - 34 Goal - 6,000, Y/E Results - 6,912 Community Outreach/Supplier Meetings - 174 Post Convention Feedback October 1-September 30, 2019
Question Excellent Rating Good Rating Fair / Poor Rating
Pre-event experience with your CVB 85.9% 12.8% 1.3% Sales Manager
Planning experience with your CVB 83.5% 13.9% 2.6% Services Manager
Website/promotional tools 72.6% 23.3 4.1% (www.visitaustin.org)
Quality of printed Austin literature 85.9% 12.8% 1.3% Convention Center City-Wide Groups Post-Con / Economic Impact Calculator ROI
● ● ● ● ● ● Community Give Back
22,750 meals $1,400
12,100 meals Community Give Back
560 hours
5,000 2019 Top 10 Safest Metro Cities in America 1. Virginia Beach, VA 6. El Paso, TX 2. Honolulu, HI 7. San Jose, CA 3. Lexington, KY 8. Austin, TX 4. Anaheim, CA 9. Mesa, AZ 5. San Diego, CA 10. Tampa, FL Intellectual Capital Upcoming Events ● ● ● Austin ● ● Sports ● Current Bids Commission ● ●
● ● Overall City Happenings
● ● During our recent Planner Influencer Board meeting, Austin was at the top of the list when we asked them which CVBs “got it.”
Specifically, they described your team as… “service minded regardless of size of meeting, easy to work with, all business made to feel important.” -Destination International Planner Influencer Board , , ,
Advertising + Film Music Communications ● Advertising impressions ● Reel-scout packages ● Total number of artists fulfilled contracted, coordinated or ● Experiential marketing booked for all ACVB events, ● Film production stats impressions partner events and general ● Consumer database ● Locations added to film requests via Hire an Austin database Musician program ● Visitor guide conversion ● Number of artists listed and ● Unique website visits developed in Hire an Austin ● Digital meeting planner tool Tourism Musician Database ● Social media following ● Product packaged ● Generate free, positive editorial coverage of city based on ● Travel trade destination advertising equivalency rates trainings
Advertising Campaign in Review
The 2019 leisure campaign served more than 132 million impressions across our fly and drive markets.
Media partners Sojern and Adara continue to lead flight and hotel bookings and website conversion. Paid search and social were the most efficient tactics to drive highly engaged users to visitaustin.org.
LinkedIn targeting and strategic partnerships with PCMA and ASAE maximized 2019 meetings media investment.
The Curious Urban Traveler The CUT Craves Unique Experiences
Market Selection Process
Top Flight Origin Markets Top Hotel Origin Markets Top Alternate Booked Hotel Destinations Top Alternate Flight Destinations Impact of Media Visitor Profile Analysis Google Analytics Website Traffic
Target Markets
Fly Markets Drive Markets Los Angeles New York City Dallas - Ft. Worth San Francisco Washington DC Houston San Diego Miami Chicago Boston Denver Atlanta Phoenix ’ Quick Bleisure Wellness Trips
Solo Food Tourism Travel 90 percent of millennials engaged in bleisure travel in the past year. Nearly half (49 percent) say they've extended business travel into a leisure trip or scheduled a vacation around business travel to save on vacation costs.
For business travelers, the benefit of Bleisure bleisure travel is one of their biggest Give meeting planners leverage perks and helps establish a better work-life balance. Wellness Embrace self- care
Interest in travel as a form of self-care is at an all-time high and is projected to continue growing rapidly in the coming years
World travelers made 830 million wellness trips in 2017. Industry experts predict travelers will take 1 billion wellness trips in the coming year. Quick Trips Lean into the 3 day stay
More than half of all travelers report that they plan to take more weekend and “mini-trips” in 2019. Food Tourism is moving into the mainstream as more destinations recognize the benefit of curating culinary experiences to attract these travelers.
Today, the food tourism experiences Food that best exemplify what food visitors want meet at least one of the following criteria: they overlap with other types TourismUnique food itineraries of tourism (such as cultural tourism, historical tourism, agritourism, etc.), they have a hands-on learning aspect, and they are social. Solo Travel
58% of millennials worldwide are willing to travel alone.
26% percent of millennial women have already travelled solo
In a Booking.com study, 34% of respondents said that solo travel is among the "top five trips that they have already been on and would like to go on again”
Roughly one in four people traveled solo in 2018
“Protect and Expand Austin’s Live Music Capital of the World® Brand” Evolve from individual messaging pillars into a hierarchy method where everything ties back into “live.”
Live Music
Food Tourism Quick Trips
Outdoor music venues to Best food to eat after a Favorite restaurants of Best places to dance on make the most of your show Austin bands the weekend weekend If you know music, you know it’s better live. Just like Austin.
Meetings Media Selection
Leverage strategic partnerships to maximize media budget and create deeper campaign engagement.
Rely on proven lead generation partners to maintain Austin awareness and consideration among meeting professionals. Meetings Positioning
Strategic positioning applies seamlessly to both leisure and meetings - a unified campaign across all audiences with unique meetings proof points: ● Intellectual capital ● Industry expansion ● Welcoming city ● Live Music + Meetings Meetings are also better live in Austin. Maximize Experiential Marketing efforts by creating VIP customer experiences
VisitAustin.org
3.3 million unique visitors annually Digital Meeting Planner Tool
27,496 pageviews in 2019 Email Marketing Program
NEW DESIGN Launched LEISURE: Jan. 2020 MEETINGS: 150,000 10,000 Subscribers Subscribers Instagram 95,300+ @Visitaustintx Followers
More Than 16.46 Million Impressions Annually Facebook
346,000+ Visit Austin, Texas Facebook fans More than 57 million impressions annually Twitter
205,100+ @visitaustintx Twitter followers More than 4 million impressions annually Youtube
69,600 views annually of Visit Austin videos 115,400 Minutes of watch time annually on channel Pinterest
1.4 million monthly viewers of Visit Austin content Follow us on Social Media!
Facebook: Visit Austin, Texas YouTube: VisitAustinTX Pinterest: VisitAustinTX Instagram: @VisitAustinTX @MusicAustin Twitter: @VisitAustinTX @MeetAustin @MusicAustin @FilmATX @SportsAustin New GIPHY Stickers Nonstop flight from Paris to Austin Germany Digital Campaign Wanderlust Campaign- Uk Beautiful Destinations Campaign
15-second Video Shorts
Outdoor Music City General Food
CLICK TO PLAY CLICK TO PLAY CLICK TO PLAY CLICK TO PLAY Chefs Aikawa & Matsumoto (Ramen Tatsu-Ya, Austin) Google Local Business Program
Initiative to improve the quality and accuracy of Austin content and content of local Austin businesses across Google’s platform. In 2019, we provided the following to Austin businesses at no cost: ● Phase I: Industry Education & Leadership – 150+ businesses trained during webinar and in person workshops
● Phase II: Free Content Creation
○ Free photo shoot for 50 local live music venues and cultural institutions
○ Added 5,653 images (of Austin businesses) to Google platform
○ Updated 88 Austin business’ accounts in Google Travel Platform
○ Total views: 7,319,312
● Over a dozen free tools and solutions shared with local business community
As of 4/10/19 360° Video Program
Video content featured on Visit Austin website and Google travel platform
● 360° videos of 500+ local Austin businesses
● 132,884 views (VisitAustin.org)
● Over 25.1 million views (Google platform)
● 755 hours viewed
● $509,000 in earned media value
*October 2018-September 2019
Our marketing experiential activities target domestic cities. The events bring Austin elements to these markets, including but not limited to: musicians, chefs and local businesses. 2019 Experiential Marketing Events:
Atlanta Food and Wine Festival Client entertainment and Austin musician programming
Newport Folk Festival Created an Austin Music + Maker Lounge activation space at three day music festival and created content with Austin- based maker Fort Lonesome and musician Charley Crockett
Austin Sound Bites Secret custom pop-up chef meets music experience produced with Local Palate and Nob Hill Gazette in San Francisco ft. Austin Chef Tatsu Aikawa (Tatsu-Ya restaurants), and Austin musicians
6,768,826 TOTAL IMPRESSIONS Curated goods crafted by Austin Makers and proudly presented by Visit Austin
In 2018, Visit Austin launched a boutique pop up shop, designed to take Austin products on the road and showcase local businesses to leisure and meeting audiences around the U.S.
This shop has been featured in the following markets:
● Portland ● Seattle ● Chicago ● New York City
IPW ITB WTM Mexico Sales & Media Mission Germany Sales & Media Mission Australia Sales & Media Mission UK/Germany Travel Training Japan & Korea Sales & Media Mission Netherlands Trade Activities Brand USA Week UK UNITE - UK ASPIRE IAGTO Austin, TX Travel Trade
Austin Makes News
Hire An Austin Musician Program
● Hire an Austin Musician feature available on the website
● Refers local acts to conventions, meetings, & other event requests
● More than 780 artists in database
● 26 diverse genres represented
● 160 coordinated live music performances from Oct 2018-Sept 2019
● $354,270 went directly to Austin musicians from October 2018 - September 2019
● In the last four years, Visit Austin has booked more than 600 artists contributing $1,141,852.50 into the local musician economy Americana Fest UK:
Visit Austin will be partnering with Americana Fest UK, in London January 27-30, 2020.
● Sponsor for flagship events Americana Clash/Joe Ely and Award Show, hosting media and trade.
● Partnering with House of Songs (music export project based in Austin), to produce a showcase featuring Austin artists
● We’ve also launched a targeted digital campaign and flyaway contest
The following some of the high profile film and television series produced (and released) in Austin in 2018-2019
TELEVISION:
CITY TO LIVE & MAJOR TV SERIES, FEATURE # MAKE MOVIES IN EPISODES & FILMS COMMERCIALS: Moviemaker COMMERCIALS 8 Magazine 88 7
FILM: Sponsored: Richard Linklater - Filming Time as Material Exhibit at Pompidou Centre in Paris (ran 11/25/19 - 1/6/20)
New Nonstop Flight - KLM Royal Dutch Airlines AMS - AUS
● Flight begins on May 7, 2020
● 3X weekly on Mondays, Thursdays and Saturdays
● Airbus A330 – 300 | 292 Seats New Nonstop Flight - Norwegian Airlines GDG - AUS
● Flight begins on May 6, 2020 ● 2X weekly on Fridays and Sundays in the fall (9/25 - 10/23) ● 3X weekly on Wednesdays, Fridays and Sundays in the ● 787 Dreamliner | 291 Seats summer (5/26 - 9/20) ● Also increased LGW – AUS 4X weekly beginning in March 2020 Q & A