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Tourism Center TPID Commission Expansion Visit Austin Board of Directors 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
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