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Annual Report 2018 Annual Report Experience Columbus’ vision is to be the leading force in creating and revealing the best of the Columbus experience to the world. LETTER From the President and CEO Dear Community Partners, 2018 set us up for tremendous success in 2019 and beyond. This year we celebrated the openings of several new attractions that differentiate us from our competition. The Scott’s Miracle-Gro Foundation Children’s Garden at Franklin Park Conservatory and Botanical Gardens and LEGOLAND Discovery Center offer wonderful options for families. The National Veterans Memorial and Museum makes Columbus the only place in the country with a single facility that honors all veterans, past and present, from all branches of service and eras of conflict. Smart Columbus launched self-driving shuttles that provide visitors with an innovative transportation option to get to some of our points of interest along the Scioto Mile. Our new advertising agency, BVK, launched a campaign portraying Columbus as a thriving city in new markets to great success. And kudos to our partners at the Greater Columbus Sports Commission: Collaborative SportsTravel magazine named the 2018 NCAA Women’s Final Four in Columbus “Sports Event of the Year,” besting such events as the Super Bowl and the Winter Olympics. The Hilton Columbus Downtown announced an expansion to create the city’s first 1,000-room convention hotel and new direct west coast flights from John Glenn International were secured for launch in 2019. We champion both of these Passionate initiatives and know they will help us best capitalize on hosting ASAE’s 2019 Annual Meeting & Exposition in August. All these things and more help to raise our profile as a vibrant destination for leisure travel and large conventions. We could not do it without the help of the City of Columbus and Franklin County as well as our many members and corporate Strategic partners. I look forward to taking advantage of this momentum together in 2019. Sincerely, Integrity Motivated Brian Ross, CTA President and CEO A STRATEGIC The framework is based on two major Strategic Initiatives: Increase the Economic Impact and Local Jobs from Travel and Tourism Even with record gains, Columbus remains in the middle to lower tier FRAMEWORK within our competitive peer set. By engaging more business, convention, sports and leisure visitors, and getting them to stay longer and do more, For Columbus’ Economic we increase spending and positive ROI. Growth: 2017–2020 Showcase Authentic, Creative Columbus to Reveal Our Pulse Increasing national awareness that Columbus is a vibrant city with many things to do reduces a significant barrier to the sales process (which Since 2012, Experience Columbus and the Greater impacts everyone who sells the city for education, talent recruitment, Columbus Sports Commission have worked collaboratively business relocations, etc.). with community partners to implement and update a destination-wide strategic framework to enable the city Key Focus Areas: to compete in attracting new visitors. With cities across the country upping their game to lure billions of dollars Growing sales and new markets in visitor spending, we must create national awareness Continuing strategic development and connectivity of all Columbus offers. By capturing a larger share of the tourism market, our entire community will benefit through Telling the Columbus story through collaborative marketing additional visitor revenue that supports jobs, businesses, the arts, human services and overall quality of life. Assuring quality visitor experiences Increasing partnership and membership CONTENTS Annual Impact of the Travel Hosting ASAE Is a Defining Visitor Experience Economy LEAD It Home Moment for Columbus Pays Big Dividends Another Record-Breaking Year Experience Columbus Staff for Bed Tax Greater Columbus Lodging Overview By the Numbers: 2018 Experience Columbus Experience Columbus 2018 Production Overview Board of Directors Budget Overview ANNUAL IMPACT OF THE TRAVEL ECONOMY IN COLUMBUS AND FRANKLIN COUNTY us Welc b om m e lu s o 41.1 C r million e t a visitors Visitors directly spend Tourism supports Visitors pay e r r G a e y $7 billion one in every 12 jobs $1.25 billion ch ea in Columbus annually in Franklin County in local, state and federal taxes to support the arts, human services and economic development in Franklin County EXPERIENCE COLUMBUS 2018 BUDGET OVERVIEW ANOTHER RECORD-BREAKING YEAR FOR BED TAX City of Columbus bed tax generated $14.3M $14.2M another record amount in 2018. Actual Actual $47.8 million Income Expenditures Bed tax funds support not only bed tax revenue Experience Columbus and the Greater 2.29% Columbus Sports Commission, but also cultural and arts programs, social Bed Tax - 71.1% Sales and Marketing - 77.6% from 2017 services, affordable housing programs Franklin County - 14.2% Administrative - 9.8% and the Franklin County Convention Member Dues - 6.5% Support to GCSC* - 7.1% Facilities Authority. Programs - 6.6% Member Services - 3.8% Contributed Services - 1.1% Facilities - 1.1% Miscellaneous - 0.5% Business Development - 0.4% Outside Consulting - 0.2% *Greater Columbus Sports Commission SOURCE: Tourism Economics an Oxford Economics Company, The Economic Impact of Tourism in Columbus, 2017 LEAD IT HOME LEAD IT HOME GREATER COLUMBUS The visitor industry is big business in Greater Columbus, LODGING OVERVIEW and it continues to grow. In 2018, Experience Columbus and the Greater Columbus Sports Commission were responsible for booking 551,653 room nights. Credit Citywide Downtown for that success must be shared with our partners at local businesses and organizations who worked with us to bring their meetings and conventions to Columbus. 262 16 Since 2012, the LEAD It Home initiative (formerly Make Total Hotels Total Hotels It Columbus) has resulted in bookings that represent more than 474,372 hotel room nights and an estimated $356 million in visitor spending. 28,803 4,086 Total Rooms Total Rooms 64.7% 70.1% Occupancy Occupancy 1.2% 1.5% $104.79 $149.64 Average Daily Average Daily Rate Rate 0.9% 0.3% COLUMBUS HOSTING ASAE IS A DEFINING 2019 MOMENT FOR COLUMBUS Columbus is emerging as the next big destination for meetings, conventions, sporting events and trade shows. 2019 will be a year like no other as the city hosts the American Society of 20% 5,300-5,750 Association Executives (ASAE) Annual Meeting & Exposition. of association total attendees (includes 3,200+ #ASAE19 will draw over 5,000 attendees to Columbus executives attending association professionals) August 10–13, filling16,800 hotel rooms and generating more ASAE’s Annual than $16 million in direct visitor spending. Visitor spending Meeting will book are the final decision makers or have during a meeting or convention like ASAE supports a wide range their own meeting 79% significant influence on the location of future of local businesses and jobs, while taxes generated support in the host city in meetings destination marketing, the arts, housing and human services. the next five years, representing Because many attendees have never been to the city, ASAE puts ASAE members plan 376,000 meetings Columbus on the map with key decision makers and influencers that reach 200 million attendees planning meetings for their national associations. The ROI $500M represents as much as $500 million in potential future revenue. in revenue for the in visitor spending during the It’s clear, there has never been a more critical time to get host city. $16M Annual Meeting engaged with the tourism economy, be informed about the business side of hospitality and raise the stakes on welcoming Room visitors. Visit experiencecolumbus.com/asae-in-cbus to learn Nights: how you can help demonstrate the city’s unmatched spirit of 16,800 collaboration, innovation and diversity and provide the top-notch visitor experience that will make us a preferred destination. BY THE NUMBERS: 2018 PRODUCTION OVERVIEW ANNUAL MEETING 553,653 398,173 26,805 126,675 720 Attended 110% 110% 107% 107% TOTAL of Quota CONVENTION of Quota GROUP TOUR of Quota GREATER COLUMBUS of Quota PRODUCTION SALES/SERVICES SPORTS COMMISSION THE MEMORIAL TOURNAMENT ROOM NIGHTS 550 VIP Guests Hosted 60 Site Visits with 97 618 369 Prospective Clients 28 Meeting Professionals Meeting Professionals Booked Conventions, Representing Hosted During Industry Trade Shows, Meetings, Trade Events and Sales Serviced While Shows and Events 12 Missions Attended Holding Events In 231,407 Columbus Room Nights FAM Tours CERTIFIED TOURISM AMBASSADORS: 15 1,038 130 82.8% EVENTS WITH Retention 703 2,018 4,500 TOTAL MEMBERS NEW MEMBERS 764 MEMBERSHIP New Active Trained ATTENDEES (to Date) experiencecolumbus.com/blog Visitors engage with us on: twitter.com/expcols instagram.com/experiencecolumbus facebook.com/experiencecolumbus experiencecolumbus.com/meetings-blog 315 59 192 66 5 1B 970K 151M LEISURE Impressions MEETINGS Impressions LOCAL Impressions Writers Media FAM MEDIA CLIPS MEDIA CLIPS MEDIA CLIPS PUBLIC RELATIONS Hosted Trips 1,297 2,226 144 COLUMBUS TRAILS Redemptions Redemptions Redemptions LEISURE CAMPAIGN 64,961 11,402 94 55.9M VISITOR Visitor Center Volunteers Registered Impressions SERVICES Guests Groups/Events for Volunteers 1,347,211 58,766 119,127 105,706 visits followers followers followers 11.4% 174,864 184,400 79,652 INTERACTIVE (experiencecolumbus.com) interactions interactions Twitter interactions Website Facebook Instagram 12% 40% 14% VISITOR EXPERIENCE PAYS BIG DIVIDENDS According to the latest Columbus visitor The top five sectors that benefit from all this visitor spending are: research, visitors directly spent $7 billion in 2016, supporting $9.7 billion in overall economic impact. The tourism sector provides 78,000 jobs in Columbus and of 30% of Franklin County. That’s one out of every tourism sales 24% tourism sales $2.1 B 12 jobs. And through state, local and $1.7 B 10,385 jobs federal tax revenue, tourism generates 24,521 jobs $1.25 billion to support the arts, human RETAIL services and economic development in Franklin County.
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