BAND TOGETHER Annual Report | FY 19–20 TABLE of CONTENTS
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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 business 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 Grand Ole Opry. 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