BAND TOGETHER Annual Report | FY 19–20 TABLE OF CONTENTS

EXECUTIVE SUMMARY...... 4

KEY HIGHLIGHTS (PRE-COVID 19)...... 9

VISITOR IMPACT...... 10

EVENTS...... 12

THE WORLD WAS STILL WATCHING...... 16

KEY HIGHLIGHTS (SINCE COVID-19)...... 17

SALES...... 18

MARKETING...... 20

COMMUNITY SUPPORT...... 22

PERFORMANCE METRICS...... 26

WHAT’S NEW...... 27

THANK YOU MEMBERS...... 32

NCVC BOARD OF DIRECTORS...... 34

ANNUAL REPORT | FY 19–20 2

Executive Summary We started this fiscal year anticipating another record-breaker.

Yet, the year ends with our city recovering from a historically devastating tornado and a pandemic that has economically ravaged the hospitality industry nationally.

The neck-breaking turn of events makes it easy to understand the financially vulnerable place where our industry currently lies. COVID-19 was the one visitor we did not want.

Directly prior to the tornado and COVID-19 hitting the United States, the Nashville Convention & Visitors Corp was on pace to meet or exceed all organizational goals for the fiscal year. Visitors were coming in great numbers and the city had more to offer them than ever before.

But there is hope, a plan and optimism for our future.

(CONTINUED...)

ANNUAL REPORT | FY 19–20 4 CONTINUED Executive Summary When these unfortunate events occurred, our industry did what it does best: banded together to help one another.

As you read on, you’ll find that we:

• Kept the music playing so Music City was top of mind with our clients and visitors;

• Kept selling our city;

• Kept communicating with our members and partners;

• Supported those in need in our community; and

• Supported the Mayor’s Office, the Metro Health Department and the Office of Emergency Management.

ANNUAL REPORT | FY 19–20 5 CONTINUED Executive Summary We have collectively strategized and planned for our city’s and industry’s recovery.

Weekly visitor sentiment data was analyzed to best understand what visitors expect as cities reopen.

Like most of you, we have also been deeply financially impacted –our budget for the new fiscal year is approximately 50% lower than last year.

We have adapted and plan for FY 21 to be as results-driven as possible.

ANNUAL REPORT | FY 19–20 6 CONTINUED Executive Summary As we prepare to welcome visitors again, the NCVC has a strategic, tiered marketing campaign that will responsibly invite our guests back at an appropriate time.

• Many of our industry partners have fresh offerings for the next year, such as the Chihuly at Cheekwood experience, the historic opening of the National Museum of African American Music and the new terminal and additional Southwest flights at the Nashville International Airport.

• With the new flights added by mid-August, the total number of daily, non-stop markets serviced by Southwest Airlines will exceed the total amount serviced prior to COVID-19.

ANNUAL REPORT | FY 19–20 7 During these uncertain times it is reassuring to remember that Nashville’s hospitality industry has faced adversity before, and we know the formula for recovery. We are hopeful. We are resilient. And we believe in Nashville.

Dr. Robert Fisher, Board Chairman Butch Spyridon, President/CEO Nashville Convention & Visitors Corp Nashville Convention & Visitors Corp

8 KEY HIGHLIGHTS PRIOR TO COVID-19

9 Visitor Impact Growth was strong, but would soon be impacted by COVID-related closures and safer-at-home orders mandated nationwide.

$7.5 Billion in direct visitor Nashville visitors spent an We welcomed a total of Total Occupancy Tax spending (1/3 of entire state) average of $14,300 per minute 16.1 million visitors in 2019 collections of $64,367,673

CALENDAR YEAR 2019 FY 19–20 CALENDAR YEAR 2019 FY 19–20

ANNUAL REPORT | FY 19–20 10

Events NASCAR Champion’s Week December 2019 Hosted NASCAR National Champion’s Week for the first time, including the popular “Burnouts on Broadway.”

The event’s success has resulted in NASCAR rebooking in Nashville for 2021 and 2022.

ANNUAL REPORT | FY 19–20 12 Events Spin On: Nashville’s Vinyl Collection at SHOWFIELDS Oct 2019–Jan 2020 Produced Spin On, a creative, three-month pop-up vinyl record shop in New York City, which garnered 34,792,436 impressions in public relations, customer traffic, social media and marketing impressions.

ANNUAL REPORT | FY 19–20 13 Events Holiday Harmony: Music City in Lights Nov 2019–Jan 2020 Marketed Holiday Harmony, promoting the popular holiday attractions, including GLOW Nashville, events at Cheekwood, Zoolumination at the Nashville Zoo and Gaylord Opryland’s A Country Christmas.

ANNUAL REPORT | FY 19–20 14 Events New Year’s Eve 2019 Produced Jack Daniel’s Music City Midnight: New Year’s Eve in Nashville which was attended by a record-breaking crowd of over 200,000 and resulted in 25,529 rooms sold and $26.6 million in direct visitor spending.

The show featured a line-up of diverse Nashville talent, including the Fisk Jubilee Singers, Bren Joy, Kalie Shorr, Amanda Shires, The Struts, Jason Isbell & the 400 Unit and headliner Keith Urban.

The event was covered by two national broadcasts: NBC’s “New Year’s Eve 2020” and CNN’s “New Year’s Eve Live with Anderson Cooper and Andy Cohen.”

ANNUAL REPORT | FY 19–20 15 THE WORLD WAS STILL WATCHING

Nashville came in at #6 on Cvent’s list of Resonance Consultancy ranked Travel + Leisure included Nashville on Top 50 Meeting Destinations in the U.S. Nashville the #25 Best Large City on its 2019 their list of The 15 Best Cities in the (July 2019) America’s Best Cities Index (June 2019) United States (July 2019)

Condé Nast Traveler included Nashville made Forbes’ list of Nashville ranked in WalletHub’s Nashville in their list of 20 Best Places The Top 20 Destinations For 2020 2019 Best Sports Cities Roundup to Go in 2020 (December 2019) (December 2019) (November 2019)

Nashville was named as Best Sports City in the country The Sun (UK) named Nashville as one of Nashville was named as one of the Top by Sports Business Journal, largely on the strength 2020’s 10 Hottest Destinations Travel Destinations for 2020 by Condé Nast of the 2019 NFL Draft, which was recruited and (January 2020) Traveler on the TODAY Show (January 2020) implemented by the NCVC in partnership with the NFL.

ANNUAL REPORT | FY 19–20 16 KEY HIGHLIGHTS SINCE COVID-19

17 SALES Continue to Sell Nashville We continue to sell Nashville, keeping the Music City brand top-of-mind as the city and state works towards reopening safely.

To date, 21 citywide Hosted ten intimate Delivered Nashville- Prepared a digital Provided online sales conventions have cancelled virtual songwriter events themed gifts from Batch cookbook called Recipe training to more than 400 their 2020 meeting in reaching approximately Nashville to canceled Notes, featuring recipes Tour Operators based out Nashville due to COVID-19. 85 clients around the US groups as part of efforts from local chefs and of the United Kingdom. Eight of these groups, and the UK. Also hosted to rebook lost business restaurants to share with representing 84,000 room 40 clients for a virtual and let them know we are clients, visitors and locals. nights, have rebooked cooking demonstration thinking about them. future meetings in with celebrity chef Nashville. Maneet Chauhan.

ANNUAL REPORT | FY 19–20 18

MARKETING Kept the Music Playing When the world pressed “pause,” we kept the music playing through strategic marketing efforts, focusing on brand awareness and safety & health precautions.

Supported the audience-free Worked with Live Nation After canceling their show in Created Music City Bandwidth to Saturday live broadcast of to produce the Live from the Vegas, we booked the Academy showcase Nashville-based artists the . Drive-In Concert Series of Country Music Awards performing virtual concerts from at Nissan Stadium. show in Nashville. The 55th their homes. This has been a Annual ACM Awards aired on crucial link to keep Music City September 16, 2020 from Music top-of-mind with key clients City for the first time ever. and leisure visitors.

ANNUAL REPORT | FY 19–20 20

Supported Our Partners We steadfastly supported our partners across the city and hospitality industry alike, through one of the most difficult years that the city has ever faced.

NCVC’s Music City, Inc. Created the free Offeringdiscounts and Offeringcomplimentary Posting hiring Foundation raised Good to Go program deals to local residents masks at the Nashville opportunities for $1.4 million for tornado with Vanderbilt Health to encourage them to Visitor Information Center hospitality workers who and COVID-19 relief, and Ryman Hospitality get out and safely enjoy to assist visitors. have been laid off or distributing direct financial Properties, which now has restaurants, hotels and furloughed and listing other gifts to over 3,800 more than 700 members attractions to help our resources to help industry individuals, targeting the working to make Music industry recover. workers, and frontline employees in the City safer for employees, residents. hospitality industry. customers, and visitors.

ANNUAL REPORT | FY 19–20 22

Assisted the City We assisted the city of Nashville in navigating issues related to public health, communication, testing, and community support.

Helped coordinate meetings Assisted Mayor John Helped establish the Coordinated approximately 200 between the Metro Public Health Cooper’s Office with ongoing Nashville Community meals a day for five months for Department and hospitality communications strategy Assessment Centers, securing the city's Community Assessment industry businesses so they could since mid-March. signage, tents and refrigerator Centers, the Office of Emergency provide input on the city’s plans. units and spearheading PPE Management, Metro Health Hosted educational webinars for supply drives for the city. Department and for healthcare the industry. workers. While we love assisting frontline workers, this has also been a way for us to support local restaurants.

ANNUAL REPORT | FY 19–20 24

Sales Performance Metrics FY 2019-2020 Goals FY 2019–2020 Actuals Key Performance Convention Sales Leads 4,850 3,888 Convention Sales Bookings 1,400 997

Metrics Convention Sales RMN 1,655,000 1,018,309 The first cases of COVID-19 were identified in Convention Sales Lead RMN 8,000,000 6,364,802 Nashville in early March, resulting in citywide Tourism Sales Leads 2,450 1,726 safer-at-home orders and business closures. The hospitality industry was deeply impacted, Tourism Sales RMN 430,000 469,497 more so than most other business segments.

Prior to March, the organization was on pace to Marketing Performance Metrics FY 2019-2020 Goals FY 2019–2020 Actuals meet or exceed annual goals. Advertising Promotional Value $7,450,000 $4,744,500 After March, the focus of the organization Editorial Equivalency (Direct NCVC) $45,000,000 $72,286,078 shifted to keeping Nashville top-of-mind with Social Media Sites – Fan Base 600,000 598,932 visitors and clients, promoting virtual concerts, upcoming events & exhibits and best preparing Website sessions 5,300,000 3,713,619 our city to reopen safely. Visitor Information Centers Revenue $1,500,000 $873,927

NCVC New Members 125 168

Membership Revenue $1,220,000 $994,725

Membership Upgrades 30 23

ANNUAL REPORT | FY 19–20 26 WHAT’S NEW FOR FY 2021

27 National Museum of African American Music Late Fall 2020 The National Museum of African American Music will showcase the tremendously rich heritage of African American music in Music City. The museum is located at the corner of Fifth + Broadway, at the heart of Nashville’s entertainment district.

ANNUAL REPORT | FY 19–20 28 Nashville Yards 2020 and Beyond Nashville Yards is well positioned on the west end of Broadway to become the gateway to downtown Nashville.

The multi-use development features many elements for visitors to enjoy, including the Grand Hyatt Hotel, which will be the home of famed-chef Sean Brock’s latest restaurant (scheduled to open Fall 2020), and a world-class entertainment district in the heart of the project.

ANNUAL REPORT | FY 19–20 29 Fifth + Broadway Spring 2021 The multi-use space at the iconic corner of downtown’s entertainment district at 5th Avenue and Broadway will showcase new retail, dining and entertainment options featuring many local tenants offering everything from hand-crafted cocktails to tacos and donuts. The National Museum of African American Music is the signature tenant.

ANNUAL REPORT | FY 19–20 30

21c Museum Hotel Evolution Event Solutions Jimmy Buffett’s Margaritaville North Point Hospitality 6th & Peabody Four Seasons Nashville Journal Communications, Inc. Old Town Trolley Tours of Nashville A.Ray Hospitality Freeman JW Marriott Nashville Omni Nashville Hotel ACCESS Destination Management Gaylord Opryland Resort Kimpton Aertson Hotel Opry Mills & Convention Center Adele’s by Jonathan Waxman LaQuinta Inn and Suites Pinnacle Hospitality Partners Goodlettsville - Nashville Aloft Nashville West End PRA Nashville Glen Campbell Museum LMG, Inc. Anchor Transportation Group & Rhinestone Stage Quality Event Flooring Systems Loews Vanderbilt Hotel Anderson Benson Goo Goo Cluster Ray Stevens Cabaray Showroom Madame Tussauds Nashville B.B. King’s Blues Club & Restaurant Grand Hyatt Nashville Redneck Riviera Bar & BBQ Thank You Maple Ridge Events, Bobby Hotel Grand Ole Opry Entertainment Group A Hosts Global Member Regions Bank Bridgestone Arena Gray Line Margaritaville Nashville Hotel Renaissance Nashville Hotel to our Members Bristol Motor Speedway SERVPRO Hard Rock Cafe Martin’s BBQ Joint - SoBro The partnership with our 1,223 members has Broadway Entertainment Hayes Street Hotel Metropolitan Nashville Airport Sheraton Grand Nashville Downtown Authority Cambria Nashville Downtown HCA Sheraton Music City Hotel helped us to create Nashville as a global Millennium Maxwell House Nashville Castlerock Asset Management Headquarters Beercade Signature Transportation Services Moxy Nashville Downtown destination. We thank you for your continued Chartwell Hospitality Hello! Nashville Destination Southwest Airlines Cheekwood Estate & Gardens Management MStreet Entertainment Group Stewart Transportation Solutions resilience and will never stop fighting for you, CMT Heritage Trade Show Services, Inc. Music City Center Nashville Yards selling our city and supporting your great work. Continental Inns of America Hilton Garden Inn Nashville Downtown Music City Tents & Events Strategic Hospitality Country Music Association Hilton Green Hills Musicians Hall of Fame & Museum Tennessee Titans Together, we will rise again. Country Music Hall of Fame Hilton Nashville Downtown Nashville Airport Marriott Tequila Cowboy and Museum Holiday Inn & Suites Nashville Nashville Area Chamber of Commerce The Hermitage Hotel Cromwell Group, Inc Downtown Convention Center Special thanks to our Strategic Partners, Nashville Area Hispanic Chamber The Inn at Opryland - A Gaylord Hotel CSI Nashville Holiday Inn Express Nashville of Commerce Diamond, Hall of Fame and Corporate Downtown Conference Center The Joseph, A Luxury Collection Cumberland Hospitality Group Nashville Black Chamber of Hotel, Nashville Hutton Hotel Commerce Ambassador Members: Destination Musick City Thistle Farms Hyatt House Nashville Nashville Farmers’ Market DoubleTree by Hilton Downtown/SoBro Thompson Nashville Nashville - Downtown Nashville Marriott at Vanderbilt Hyatt Place Nashville Downtown University TomKats Hospitality Dream Nashville ICON Entertainment Nashville Predators Tootsie’s Orchid Lounge Drury Plaza Hotel Downtown Nashville Infinity Hospitality Nashville Underground Virgin Hotel Nashville Embassy Suites by Hilton Nashville Downtown Convention Center , Inc. Nashville Zoo VML Event Logistics, Inc. Jack Daniel Distillery Noelle Westin Nashville Wildhorse Saloon

ANNUAL REPORT | FY 19–20 32

NCVC Board of Directors FY 19-20

Charles Robert Bone, Legal Counsel Kimberly Lewis Bone McAllester Norton, PLLC Emerson Grace

Executive Committee Shannon Bowles Eric Opron Dr. Robert Fisher, Chair Tennessee State Parks Omni Nashville Hotel Patrick Chaffin Dr. Jonathan Perlin Ryman Hospitality Properties HCA Healthcare John Esposito, Chair-Elect Maneet Chauhan Joelle Phillips Warner Music Group Morph Hospitality Group AT&T Tennessee

Eddie George Ellen Pryor Ronnie Smith, Immediate Past-Chair Actor/Entrepreneur Frist Art Museum Regions Bank Max Goldberg Butch Spyridon Kevin Lavender, Strategic Hospitality Nashville Convention & Visitors Corp Finance & Audit Committee Chair Ed Hardy Brian Tibbs 5/3 Bank Hardy Media & Entertainment Moody Nolan Howard Kittell Sarah Trahern Kevin Green, ’s Hermitage Country Music Association Sales & Marketing Committee Chair Chair, Metro Tourism and Convention Commission Marcus Whitney Chartwell Hospitality Ken Levitan Health:Further Vector Management

ANNUAL REPORT | FY 19–20 34 WE’RE IN THIS TOGETHER.