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 . 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. All of this represents a FOOD & 13% of BEVERAGE significant return on dollars invested in tourism sales attracting visitors to our city. $890 M 8,541 jobs In 2017, Greater Columbus welcomed

41.1 million visitors, and 23 percent of LODGING them stayed at least one night. Visitors who stay overnight generally spend TRANSPORTATION of about three times more than someone of 18% 15% tourism sales tourism sales who visits just for the day. Overnight ENTERTAINMENT $1 B $1.3 B stays were predominantly for leisure 10,915 jobs 9,086 jobs purposes (86 percent), and the remainder for business or a mix of business-leisure.

SOURCE: Longwoods International, Columbus 2017 Visitor Report SOURCE: Tourism Economics an Oxford Economics Company, The Economic Impact of Tourism in Columbus, 2017 EXPERIENCE COLUMBUS BOARD OF DIRECTORS Jane Grote Abell, CTA * Cathy Lyttle, CTA * (Chair) EX-OFFICIO DIRECTORS Donatos Worthington Industries Don Brown, CTA Beau Arnason, CTA Traci Martinez, CTA * Franklin County Convention Facilities Steiner + Associates, Inc. Squire Patton Boggs Authority Frederic Bertley Bruce A. McPheron, Ph.D. James E. Kunk, CTA COSI The State University Huntington National Bank Michael S. Brown, CTA Karen J. Morrison J.D., M.S. Steve Lyons OhioHealth Foundation, OhioHealth The Columbus Partnership Chris Coffin, CTA Ken Paul, CTA Joseph Nardone Hilton Columbus Downtown City of Columbus, Mayor’s Office Columbus Regional Airport Authority Janelle N. Coleman * Joel Pizzuti Guy Worley, CTA L Brands Foundation, L Brands, Inc. The Pizzuti Companies Columbus Downtown Development & Greg Davies Bill Remias Capitol South Urban Redevelopment City of Columbus, Mayor’s Office Huntington Bancshares Incorporated Brian J. Ellis, CTA * Carrie Richards, CTA DIRECTORS EMERITI Nationwide Realty Investors Hilton Columbus At Easton Joseph Alutto Lisa Garner, CTA * Joe Savarise, CTA The Marriott & Residence Inn Columbus Ohio Hotel & Lodging Association Sandy Harbrecht University Area Robert Shenton, CTA * Paul Werth Associates Mike Gonsiorowski, CTA (Immediate Past Chair) Douglas F. Kridler PNC Plante Moran The Columbus Foundation Bruce Harkey, CTA Steve Stewart, CTA Franklin Park Conservatory and Hyatt Regency Columbus * Denotes Executive Committee Member Botanical Gardens Doug Ulman as of February 6, 2019 Dale E. Heydlauff, CTA Pelotonia AEP Kenneth Wilson, CTA Erik Janas Franklin County Board of Commissioners Franklin County Board of Commissioners Katie Wolfe Lloyd Tom Katzenmeyer, CTA * The Dispatch Printing Company Greater Columbus Arts Council EXPERIENCE COLUMBUS STAFF

Brian Ross, CTA Leah Zender, CTA TOURISM Michelle Ford, CTA President & CEO National Sales Manager Kari Kauffman, CTA Marketing Manager Nicole Ayala, CTA Kerri Pollet, CASE, CTA Vice President, Tourism Audrey Hall, CTA Senior Executive Assistant Sales Manager Michelle Wilson, CTA Graphic Designer ADMINISTRATION Taylor Savage, CTA Director, Visitor Experience Shannon Jack, CTA Sales Manager Jodi Beekman, CPA, CTA Roger Dudley, CTA Public Relations Coordinator Vice President, Finance & Administration Maggie Hester, CTA Director, Tourism Sales Mariah West, CTA Market Analyst Dave Burgan, CTA Alexis Perrone, CTA Marketing Coordinator Director, Information Technology Lauren Herring, CTA Senior Visitor Services Manager STRATEGIC DEVELOPMENT Sales Coordinator Jennifer McCallum, SPHR, CEBS, CTA Roxanne Martin, CTA Charles Hill, CTA Director, Human Resources Amanda Chiodo, CTA Visitor Information Specialist Vice President, Strategic Development Sales Assistant Roberta Stewart, CTA Maureen Emoff, CTA Taylor Ray Orsbon, CTA Accounting Administrator Alison Edwards, CTA Visitor Information Specialist Director of Development Sales Assistant CONVENTION SALES Tony Pellerite, CTA Carol Allerding, CMP, CTA Crystal Hurley, CTA Visitor Information Specialist Dan Williams, CTA Director, Events/Sponsorship Sales Assistant Marie Medford, CTA Vice President, Sales Development CONVENTION SERVICES Tourism Coordinator Angela Hammond, CASE, CTA Katie Suty, CMP, CTA Senior Director, Convention Sales Bill Behrens, CMP, CTA MARKETING Senior Events Manager Director, Convention Services Duane Gibson, CTA Amy Tillinghast, CTA Katie Croysdale, CTA Director, Washington D.C. Regional Sales Sharon Levine, CMP, CTA Vice President, Marketing Events Manager Convention Services Manager Amy Frazer, CTA Amee BellWanzo, CTA Casey Brown, CTA Director, Chicago Regional Sales Diane Share, CMP, CTA Director, Marketing Partnership Services Manager Convention Services Manager Kalee Barnhardt, CTA Megumi Robinson, CTA Keiana Mitchell, CTA Director, Washington D.C. Regional Sales Renee Scott, CTA Director, Public Relations Partnership Manager Housing Coordinator Arica Billing, CMP, CTA Joe Vargo, CTA Samantha Frew, CTA National Sales Manager Hannah Henthorne, CTA Director, Interactive Marketing Strategic Development Coordinator Convention Services Manager Celia Anderson, CTA Lexi Sweet, CTA National Sales Manager Zach Warmouth, CTA Public Relations Manager Convention Services Coordinator Gina Predovich, CTA Jenna Craig, CTA National Sales Manager Marketing Manager

Staff list as of February 2019 Continued... EXPERIENCE COLUMBUS STAFF

GREATER COLUMBUS SPORTS VISITOR CENTER STAFF COMMISSION Ashley Baker, CTA Linda Shetina Logan, CSEE, CTA Destination Specialist/Easton Executive Director Aimee Briley, CTA Brenda Carter, CTA Destination Specialist/Easton Executive Assistant Dave Cater, CTA Brian Timm, CSEE, CTA Destination Specialist/Easton Director, Corporate Partnerships Danielle Hackworth, CTA Jeremy Leifel, CTA Destination Specialist/Easton Director, Business Development Maisie Hanley, CTA Jenn Cartmille, M.S., IMC, CTA Destination Specialist/Easton Director, Marketing Katie Henry, CTA Eric Archibald, CTA Destination Specialist/Easton Director, Events Chaney Pavelka, CTA Lauren McCarty, CTA Destination Specialist/Easton Business Development Manager Lisa Sinclair, CTA Michelle Mercer, CTA Destination Specialist/Easton Business Development Coordinator Trish Wirt, CTA Riley Neuheardt, CTA Destination Specialist/Easton Marketing Coordinator Stephen LaVelle, CTA Ariana Tyler, CTA Destination Specialist/ Events Manager Susan Pocta, CTA Erica Cornell, CTA Destination Specialist/Arena District Events Coordinator Lou Tucci, CTA Amy Card, CTA Destination Specialist/Arena District Receptionist/Office Manager Erin Aluise, CTA Destination Specialist/GCCC Kiersten Curtis, CTA Destination Specialist/GCCC Carolyn Williams, CTA Destination Specialist/GCCC Staff list as of February 2019 Financial support provided by the City of Columbus and Franklin County

Experience Columbus Corporate Partners

277 W. Nationwide Blvd., Ste. 125 Columbus, OH 43215 experiencecolumbus.com