2009 FISCAL YEAR REVIEW YEAR IN REVIEW BY TIM NEWMAN >> 1

FY09 RESULTS; IMPACT OF TOURISM ON CHARLOTTE, >> 2 TRAVEL VOLUME AND OPERATIONS RESULTS FROM EACH CRVA FACILITY

FY09 BUDGET OVERVIEW BY DIVISION >> 5

VISITOR DEMOGRAPHICS >> 6

VISITOR INFO CENTER >> 7

CHARLOTTE CONVENTION CENTER >> 10

SALES >> 11

CONVENTION SERVICES AND GROUP TOURISM >> 12

CULTURAL & HERITAGE TOURISM AND >> 13 PARTNERSHIP DEVELOPMENT

TIME WARNER CABLE ARENA >> 14

BOJANGLES’COLISEUM AND >> 15

NASCAR HALL OF FAME >> 16

CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT >> 20 ADVERTISING PROGRAM

MARKETING AND ADVERTISING >> 21

PUBLICATIONS >> 22

CHARLOTTESGOTALOT AND SOCIAL MEDIA >> 27

PUBLIC/MEDIA RELATIONS AND COMMUNICATIONS >> 29

AWARDS AND ACCOLADES >> 31

CRVA MISSION >> 32

CRVA BOARD OF DIRECTORS AND >> 33 VISITORS ADVISORY COMMITTEE

CRVA MANAGEMENT TEAM MEMBERS >> 34

Queen Charlotte 1990 Raymond Kaskey© FY 2009 - YEAR IN REVIEW

>> SOUTHERN HOSPITALITY; WORLD CLASS CUSTOMER SERVICE

What Goes Up, Must Come Down. Whether you know the In the coming year, we will see these investments start to classic tune or trade the stock market, this is a fact in open within the new Wells Fargo Cultural Campus including almost any business. And after two record years in a row, the Harvey B. Gantt Center for African-American Arts + the Charlotte Regional Visitors Authority experienced a Culture opening in October 2009, the Bechtler Museum of downturn in fiscal year 2009 just like the rest of the Modern Art and the Knight Theater in January 2010, our economy. However, we mitigated the effects of the NASCAR Hall of Fame in May 2010, and the Mint Museum of economy by aggressive expense management and the Art in Center City opening in October 2010. All of these utilization of reserves as necessary so as not to stop amenities within one block of our Convention Center only producing our mission of Marketing our destination, add to what Charlotte will offer our visitors and guests. Managing our facilities in a first class manner and Maximizing economic impact for the travel and tourism Through good fiscal management and a sound strategic business in Charlotte and Mecklenburg County. plan, we have made it through what I believe is the worst of this economic cycle, and we will continue to do all we can to The results from fiscal year 2009 are very strong despite achieve our vision of “Southern Hospitality, World Class the economy we faced. We booked 341,635 room nights Customer Service” as our entire team at the Charlotte for future years, and with the CIAA tournament rebooking Regional Visitors Authority is committed to that vision. which counted in fiscal year 2008’s record numbers removed, we actually booked more room nights this fiscal 1 year on a recurring basis. We saw great events like the Sincerely, American Bus Association Marketplace come to town in January which is already producing good bookings down the road, and most of our facilities all came in within our budget targets for the year, which is a tremendous accomplishment given the overall economy.

A major objective in fiscal year 2009 was to diversify our destination from a reliance on business transient travel to a Tim Newman more stable combination of conventions and tradeshows, Chief Executive Officer amateur sports and leisure travel. Business travel as we knew it has changed forever, and “Charlotte’s got a lot” is the focus for us to grow these three areas of success for our destination for future years. We have built a great destination, and the good news is our booking pace is recognizing this! For fiscal year 2010 and beyond we have caught up to the bookings pace our outside analysts at Trend Analysis Projections suggest we need to be on, so the investments we have made in our destination are paying off. IMPACT OF TRAVEL & TOURISM

>> 2008 ECONOMIC IMPACT OF TRAVEL - CHARLOTTE MSA

EXPENDITURES % CHANGE PAYROLL EMPLOYMENT STATE TAX RECEIPTS LOCAL TAX RECEIPTS COUNTY ($ MILLIONS) 07/08 ($ MILLIONS) (THOUSANDS) ($ MILLIONS) ($ MILLIONS)

Mecklenburg $3,638.74 5.6% $1,314.12 42.10 $168.71 $97.93 Cabarrus $288.91 4.9% $69.74 3.60 $16.31 $4.81 Gaston $186.28 -0.5% $31.03 1.69 $10.27 $3.30 Union $95.37 2.2% $15.83 0.89 $5.18 $1.83 Anson $14.72 3.1% $1.92 0.11 $0.82 $0.39 York, SC $159.39 0.3% $30.17 1.83 $9.89 $3.96

TOTAL MSA $4,383.41 3.4% $1,462.81 50.22 $211.18 $112.22

Sources: Division of Tourism, Film and Sports Development by the Travel Industry Association of America; South Carolina Department of Parks, Recreation and Tourism; prepared by the Travel Industry Association of America 2 CRVA FACILITIES YEAR IN REVIEW

In fiscal year 2009, facilities operated by the Charlotte Despite the decreases in event volume and revenue, CRVA- Regional Visitors Authority (CRVA) saw success in spite of managed facilities did record some successes in fiscal year difficult economic conditions. 2009. Ovens Auditorium finalized plans to increase access to the venue for disabled patrons. The Bojangles’ Coliseum With the exception of Bojangles’ Coliseum, in fiscal year naming agreement and designation as a historic landmark 2009, event volume for Ovens Auditorium, the Charlotte demonstrated the 55-year-old venue’s viability and value as Convention Center, and Time Warner Cable Arena (TWCA) a sponsorship opportunity to the community. The Charlotte was down in comparison to fiscal year 2008. Event Convention Center completed plans for capital projects that downturns at TWCA were due to the departure of college will improve the Convention Center customer experience and basketball events hosted by the venue in the previous fiscal prepare the venue to partner with the NASCAR Hall of Fame year. Both Ovens Auditorium and the Charlotte Convention in 2010. CRVA staff assigned to Time Warner Cable Arena Center could trace their losses in event volume to the effect again performed their duties at a cost less than the budget of the economy on not-for-profit organizations. With negotiated with the Charlotte Bobcats organization. And, reductions in ticket sales and sponsorships, many not-for- the latest addition to the CRVA facility inventory, the NASCAR profit organizations in the Charlotte market cancelled events Hall of Fame parking deck, was successfully opened in the booked into both venues. Event volume at Bojangles’ past year, as well. Coliseum ran counter to this trend. With the addition of the as a tenant in the venue, event volume Most importantly, all CRVA-managed venues continued to exceeded fiscal year 2008 levels. exceed customer expectations in fiscal year 2009. Customer satisfaction ratings exceeded targeted goals for 3 The reduction in event volume resulted in a reduction in the fiscal year, indicating the delivery of a venue experience operating revenues. While proactive steps were taken to that met or exceeded expectations. In this difficult economic decrease operating expenses, the cost of operating all environment, all CRVA facility management employees are to CRVA-managed facilities increased in fiscal year 2009. be congratulated for this accomplishment. >> CRVA PERFORMANCE - FISCAL YEAR 2009 ORGANIZATIONAL GOALS

GOAL RESULT CRVA GLOBAL Improve Fund Balance by $500,000 $500,000 Finish FY09 with Revenues above $33 million $31.3 million Lead Charlotte area hotel community toward 4% increase in room revenue -15% Improve Convention Center occupancy > Book 20 million occupied GSF Convention/Tradeshow space for FY10 5 million GSF > Book 24 million occupied GSF Convention/Tradeshow space for FY11 16 million GSF > Book 15 million occupied GSF Convention/Tradeshow space for FY12 6 million GSF > Book 10 million occupied GSF “Other Event” space for FY10 4 million GSF

CHARLOTTE CONVENTION CENTER Finish FY09 with Revenues above $10 million $8.8 million Finish FY09 at 10% below budgeted CCC operating deficit or $3.5 million, whichever is less. $4 million

VISIT CHARLOTTE Finish FY09 with Revenues above $11 million $11.1 million 4 Finish FY09 with sufficient definite room nights booked to support Convention Center 167,000 Center Room occupancy GSF numbers Nights

TIME WARNER CABLE ARENA Finish Bobcats Fiscal Year (9/30/08) with net operating surplus of $100,000 or higher. Met Improve Bobcats satisfaction with CRVA operations and produce highest quality service at least possible costs. Met

BOJANGLES’ COLISEUM Finish FY09 with an operating deficit that is no greater than 60% of the deficit subsidy available to Bojangles’ $553,000 actual deficit Coliseum and Ovens Auditorium. Invest the remaining balance of the subsidy in capital improvement projects. vs. $338,000 deficit goal Develop a creative program of activity that makes Bojangles’ and Ovens a known player in East Charlotte activity. Met

OVENS AUDITORIUM Finish FY09 with an operating deficit that is no greater than 60% of the deficit subsidy available to Bojangles’ $553,000 actual deficit Coliseum and Ovens Auditorium. Invest the remaining balance of the subsidy in capital improvement projects. vs. $338,000 deficit goal Develop a creative program of activity that makes Bojangles’ and Ovens a known player in East Charlotte activity. Met

NASCAR HALL OF FAME Finish FY09 with Sponsorship Sales 50% sold Not Met Finish FY09 with Brick Paver Sales of $4 million Not Met Finish FY09 within budget $1.2 million in expenses vs. budget of $2.2 million Meet established timeline goals Met (for Fiscal Year 2009)

CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT ADVERTISING Finish FY09 with gross sales of $2.5 to $3 million yielding gross revenues of $125,000 to $150,000 $2.5 million FY2009 BUDGET OVERVIEW

The CRVA adopted an annual budget for the fiscal year The fund balance is projected to increase from $4 July 1, 2008 through June 30, 2009. Fiscal year 2009 million in fiscal year 2009 to $4.4 million at the end of operating and capital budgets for each division of the fiscal year 2010. Our goal is to become a $52.5 million CRVA are shown below. revenue-generated organization with a $5 million fund balance by fiscal year 2012. For fiscal year 2010, the operating budget will be $42 million and the capital budget will be $1 million.

DIVISION OPERATING BUDGET CAPITAL BUDGET

Parking Operations $306,000 Charlotte Douglas International Airport (Contract Services) $450,000 Ovens Auditorium $2,167,000 $76,000 NASCAR Hall of Fame $2,202,000 $10,000 Bojangles’ Coliseum $2,523,000 $87,000 5 Time Warner Cable Arena (Contract Services) $7,249,000 $390,000 Visit Charlotte $11,728,000 $203,000 Charlotte Convention Center $13,668,000 $4,465,000

TOTAL $40,293,000 $5,231,000 HIGHLIGHTS FROM CRVA DIVISIONS >>VISITOR DEMOGRAPHICS

> Charlotte tends to attract well-educated and affluent visitors. One third (33%) have a four-year college or post graduate degree with an average household income of $70,000 annually. Nearly one third (31%) earn $80,000 or more annually.

> The largest proportion of Charlotte visitors are in the 25-44 age range (47%) with an average age of 45. A majority (56%) of Charlotte’s visitors are married, nearly forty percent (39%) of whom have children under 18 living in their household.

> Travel parties to Charlotte tend to include 2.1 individuals who stay an average of 3.2 nights and engage in 2.2 travel-related activities while here.

> Over two-thirds (68%) of trips to the Charlotte area are for leisure purposes with the remaining third for business (23%), personal business (7%) or other (2%) purposes.

>>TOP LEISURE ACTIVITIES IN CHARLOTTE: >>2008 TOP 10 VISITORS BY STATE

1. Visiting Relatives PERCENTAGE OF ANNUAL 2. Visiting Friends STATE CHARLOTTE VISITORS 6 3. Shopping 1. North Carolina 22.6% 4. Fine Dining 2. South Carolina 11.5% 5. Rural Sightseeing 3. Florida 8.5% 6. Nightlife 4. Georgia 7.9% 7. Urban Sightseeing 5. Virginia 7.0% 8. Visiting Historic Sites 6. Ohio 5.2% 9. Visiting Museums 7. New York 3.9% 10. Theme Parks 8. Tennessee 3.5% 11. NASCAR/Motorsports 9. Pennsylvania 2.7% 10. New Jersey 1.8%

>>VISITOR INFO CENTER INQUIRIES TOTAL FROM TOP 10 74.6% Source: TNS TravelsAmerica, 2009 PERCENTAGE OF INQUIRY METHOD FY09 TOTAL FY09 TOTAL

Advertising Inquiries 55,252 44% Visitor Center Walk-ins 35,346 28% Call Center Inquiries 7,041 6% Online OVG Requests 26,684 21% Emails/Letters/Faxes 795 1%

TOTAL 125,118 100% >>VISITOR INFO CENTER INQUIRIES

FY09 VISITOR INQUIRIES BY MONTH FY09 VISITOR INFO CENTER INQUIRIES PROCESSED

1% 20,000 Emails/Letters/ 21% Faxes 15,000 Online Printed OVG Walk-ins 10,000 Requests 28% 6% 5,000 Call Center 44% 0 Advertising inquiries SEP 08 FEB 09 JAN 09 DEC 08 OCT 08 JUN 09 APR 09 AUG 08 NOV 08 NOV MAY 09 MAY JULY 08 JULY MAR 09

7 >> EXPANDING EFFORTS TO KEEP VISITORS INFORMED

The Visitor Info Center processed over 125,000 inquiries in The annual National Tourism Day celebration was a great fiscal year 2009, up 37% from fiscal year 2008. That’s over success due to the participation of our area attractions. 10,416 inquiries per month and 342 inquiries per day. Live remote event promotion from 107.9 The Link was new Inquiries include phone calls, online requests, answering in 2009. In keeping with our vision to provide southern advertising responses, and servicing visitors walking into the hospitality and world class customer service, the front line Visitor Info Center. staff continues to be educated on things to do and see by attending tours of area attractions and hotels. Visitor Our main Visitor Info Center located on Tryon Street in information specialists are trained to sell Charlotte’s assets Center City, serviced over 35,000 visitors and distributed with enthusiasm so the visitor will do more, spend more and over 162,000 Official Visitor Guides in fiscal year 2009. stay longer. Additionally, visitor information specialists have The Visitor Info Center is the place for Charlotte and regional been cross trained at the Charlotte Douglas International information. Whether people are visiting for a day or a week, Airport Visitor Info Center to be able to assist in an they are able to find lots to do. Driving tours pick up daily emergency. from the Visitor Info Center as well as walking tours of Center City now offered twice a week. Want to catch a show or sporting event? Look no further, To reach more visitors, a second satellite Visitor Info there is a Ticketmaster outlet located inside the Visitor Center has been secured for fiscal year 2010 to be Info Center. Over 1,000 tickets were sold and 399 housed inside the new Historic Trolley Museum, located in visitors picked up tickets to concerts and events in North South End along the light rail line. Visitor Info Center Carolina, South Carolina, and Georgia. Total ticket sales branded “i” signage will be visible on the exterior of the exceeded $46,363.00. museum, to attract visitors riding the light rail and further promote our Visitor Info Center brand. Training of front Getting around also got easier in 2009, with the addition line staff and volunteers on things to see and do will begin of the new LYNX light rail line. To better service the local in early fiscal year 2010. commuters and visitors riding the light rail, we created informational rack cards to help promote our Visitor Info The satellite Visitor Info Center at the Levine Museum of Center locations and hours. Throughout the year, 10,000 the New South, located at the 7th Street Station along the rack cards were distributed on the LYNX. light rail line, welcomed over 53,000 visitors. Museum staff have had so many requests for information that they often note that they have to educate visitors walking in for visitor information that they also have a history museum 8 as well. >>CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT - VISITOR INFO CENTER

At the end of fiscal year 2008, the CRVA took over Renovations have begun at the Visitor Info Center and the management of the Charlotte Douglas International Airport new look will be amazing! In order to provide quality Visitor Info Center. We have continued to educate our customer service, visitor information specialists will now visitor information specialists on area attractions and hotels have access to computers. With greater visibility we expect over the past year. Currently, we have nine employees with to serve more travelers and we will add additional two who speak multiple languages to accommodate information specialists when needed to each shift. Three 65” international travelers. LCD monitors will include videos showcasing the city, images highlighting our area attractions on things to see and In the first few months of managing the Charlotte Douglas do, and one monitor will be a combination of CNN/The International Airport Visitor Info Center, it was evident that Weather Channel and advertising. Currently we are serving inclement weather and other circumstances often left on average 15,000 visitors each month and with the travelers stranded. To better serve the stranded traveler, we renovated space, we will attract even more visitors. created a brochure and coordinated with airport area hotels to offer special rates and services to stranded passengers. Our Visitor Info Centers constantly strive to encourage guests and residents to explore and enjoy as much of Charlotte and the region as possible and to discover all the Queen City has to offer.

9

New Visitor Info Center rendering:

65” LCD Monitor 65” LCD Monitor 65” LCD Monitor >> CHARLOTTE CONVENTION CENTER

The Charlotte Convention Center celebrated its 15th year in boxes and utensils are used for box lunches. Foods are operation in fiscal year 2009, finishing $1.2 million under purchased locally as often as possible with organic options budget in revenues with total revenues of $8,766,989. The available. All cooking oil is recycled and bulk products are Charlotte Convention Center hosted a total of 350 events the preferred choice to help reduce the use of prepackaged amid the challenging economic climate over the past year, goods which cuts down on waste. Excess food is donated and continued to rate high among client assessments with to the Second Harvest Food Bank of Metrolina. Recycle an average of a 4.5 out of 5. centers have been placed throughout the building along with banners to encourage recycling. In 2009, the Charlotte Over the past couple of years the Charlotte Convention Convention Center received the county’s “Most Integrated Center has been implementing a variety of green initiatives. Program” award for being one of only a few public facilities One of these more recent efforts included the replacement to offer easy access to recycling receptacles throughout of over 20,000 square feet of carpet. As part of the bid the building. process, the Charlotte Convention Center sought out a company that would recycle the old carpet. Carpet will be During fiscal year 2009, the Charlotte Convention Center shipped to a facility that will shred and mix it with other was also involved in several facility-wide projects. The non-hazardous materials and then be processed to turn into carpet projects have been completed, and ceiling tiles were fuel which will be used as a cleaner alternative to coal. The replaced throughout the facility. The office and food court Charlotte Convention Center also closely monitors the relocation project were funded, designed, and are in the final amount of energy used in the facility. Escalators, lights, stages of bidding. The office expansion will house the HVAC and computers are turned off when not needed for NASCAR Hall of Fame staff and the CRVA human resources events or normal working hours. Water is also regulated department. Bojangles’, Einstein Brothers Bagels, and Buon through the use of faucet aerators and other water-saving Cibo (“Good Food, Good Wine, Good Friends”) will occupy 10 devices. An astounding 95% of all cleaning supplies are the new food court. The biggest project was the construction environmentally safe and biodegradable. The food and of the Crown Ballroom, which will open and host its first beverage department also goes to great lengths to practice event in April 2010. sustainable initiatives. Biodegradable cups and compostable >> SALES

CONVENTION & CONFERENCE

With new destination assets coming on board in late 2009 Convention Center room night production exceeded goal by and early 2010, we are excited about the opportunities 8% and conference goals were exceeded by 6%. Lead before us. Day-to-day business has been soft, yet future production that sets the stage for future success fell short bookings remain robust. of expectation by 16% while at the same time, conversion ratios saw significant increases in each of the next five In the last 12 months, 221,951 rooms were placed that will calendar years. Square footage contributions to the actualize before the end of the 2010 calendar year. The Visit Charlotte Convention Center fell short of expectation with Charlotte sales team was able to exceed the majority of its 46% of the goal achieved, but we have strong Convention goals though we did not reach fiscal year 2008’s records. Center opportunities that should convert in the near future.

Adjustments were made to accommodate the changing As one door closed, another opened and we were well marketplace with a midyear shift in sales team deployment. positioned to take advantage of these opportunities. The By consolidating efforts in the Midwest and adding a third religious market saw an increase in production of 106.6% Bureau Express Manager focusing on short term single hotel while the national association segment was up 29.9% over bookings, the hotel communities near term needs were the previous year. Bookings of note included The American better served. This strategy increased the overall number of Legion for 2014 with 19,381 rooms, National Paint and bookings from 300 to 351, a 17% improvement over the Coatings for 2010 with 15,920 rooms, American previous year and 9% over the goal. Association for Dental Research for 2014 with 10,120 rooms and AME Zion Church for 2012 with 10,440 rooms. 11

SPORTS

The Visit Charlotte sports sales team contributed 42% of total room nights produced in fiscal year 2009. With continued emphasis on developing relationships with local, state and national clients, many repeat events and several new start-up events were secured. Significant bookings included over 75,000 rooms from baseball and softball through Crystal Carolina Sports, Top Gun Sports, USSSA and NSA. Soccer contributed over 20,000 rooms with the support of Charlotte Soccer Academy and Charlotte United Futbol Club. The popular Meineke Car Care Bowl returned in December generating 9,669 rooms to a historically slow period for the community, and the State Games of North Carolina generated almost 4,700 summer room nights. The Southern Conference chose Charlotte to host their men’s and women’s basketball tournament with an impact of 4,644 in 2010. >> CONVENTION SERVICES

Visit Charlotte’s convention services department provides support and best practices to meetings, conventions, and sporting events, continuing to receive high marks on post- convention surveys. When asked what makes the Charlotte experience remarkable, we are often told that personalized >>HOUSING service sets Visit Charlotte apart from other destination Visit Charlotte’s housing bureau had a successful fiscal year management organizations. Each year services offered are 2009 with conventions that met in Charlotte as well as reviewed to be certain all are relevant. We also tailor our outside of the city. Visit Connection, the housing service as services to individual group needs. New collateral pieces are known outside of Charlotte, was awarded the contract for requested as needs arise so that both convention and individual Moose International for the second time. Moose International’s experiences are enhanced. In fiscal year 2009, the convention 121st Annual Convention was held in Chicago in May 2009. services department’s team members assisted the Visit Charlotte sales team with their annual fall familiarization trip and In addition to the continued relationship with Moose International, the customer advisory board meeting in November. The team the housing department’s revenue exceeded also played a very large role in the success of the American projections by over $20,000 for the year. A new promotional Bus Association’s Marketplace meeting in January 2009. 12 piece and sales campaign have been developed to continue to grow the department’s revenue in the future. >> GROUP TOURISM >> CULTURAL & HERITAGE TOURISM Fiscal year 2009 was an exciting year in the group tour Introduced in fiscal year 2007, “Pure Carolina”, the Charlotte market for the Charlotte region. As an “emerging group tour Regional Trails Project, is a collaborative effort of 16 counties destination” the Charlotte region was considered by more and in the Charlotte Regional Partnership footprint. The initial goal more group tour planners. As expected, unique group tour of the project was to create a quality tourism product such as attractions like the Library and the U.S. National self-guided trails that define and help position the region as Whitewater Center served as a catalyst for our accessible, authentic, diverse and rich in cultural heritage. The emergence as a viable destination. In addition, the successful Charlotte Regional Partnership continues to support the project execution of the American Bus Association’s Annual while the CRVA has Marketplace in January 2009 contributed to Charlotte’s growth transitioned into managing in the group tour market. the project along with Meritage Consulting. The Developments like the “Carolina Student Travel Connection” Arts & Science Council and website in conjunction with other regional destination the CRVA are committed to marketing organizations continued to build momentum for the financially supporting the Charlotte region as a potential student travel destination. project through fiscal year Through these initiatives and continuing monthly activities local 2010. partners became more aware and more engaged in the group tour market and its potential impact on the region. Product inventory, website design, and guide book design for “Pure Carolina” have been completed and the project is in the Participation in the Student Youth Travel Association (SYTA), the final construction stages. To date, 252 sites have been National Tour Association (NTA), Travel South and of course chosen for inclusion in the guide, to be divided among culinary, hosting the American Bus Association Marketplace (ABA) all motorsports, adventure and arts and culture. continued to raise the profile of Charlotte in the minds of tour planners. In addition, Visit Charlotte was invited for the first time to participate in the Annual “TAP >> PARTNERSHIP DEVELOPMENT Dance,” an invitation-only trade show offered by the Travel 13 Alliance Partners (TAP). TAP is a consortium of 34 tour Visit Charlotte partnership experienced an exceptionally rewarding companies from around North America dedicated to selling year in spite of an uncertain and changing environment. Once tours with guaranteed departures. again, new partner revenue and retention goals either met or exceeded goals. Revenue reached an all-time high with Sales missions to Wisconsin as well as Eastern Tennessee, $269,800 against a goal of $235,000, accounting for 72 new North Georgia and upstate South Carolina proved fruitful in partners. Retention was 92%, which is a true testament to our fiscal year 2009. Familiarization tours as a follow-up to the ABA partners sense of interdependence upon the organization and Marketplace have also shown immediate results. In general, each other. local partners became more engaged in the group tour market making our region develop more as a destination. The core of partner relations continues to be monthly partner hosted events including Partners in Tourism, Visit Charlotte Tour planners and operators have been anticipating Connection and Visit Charlotte’s Partner Orientation. Partners information about the opening of the NASCAR Hall of Fame in in Tourism and Visit Charlotte Connection saw an increase in May 2010. With new staff members dedicated to the group attendance over 2008 with numbers averaging over 2,400 for tour market coming on line in fiscal year 2010 there should be the year. The addition of an educational element, in an effort to plenty of work answering questions and booking groups into the assist partners with business solutions, has likely been one of newest jewel in the Queen City’s crown. the factors for the influx of attendance. Visit Charlotte Connection has also become the “don’t miss” networking event with attendance topping out at 130 guests many months. Visit Charlotte’s Partner Orientation, which engages Visit Charlotte management and predominately new partners, was again filled to capacity at its bimonthly events throughout fiscal year 2009.

The successes of fiscal year 2009 lend themselves to numerous opportunities for engaging partners for the coming one. With the addition of new products, come new faces and the prospect of growth. >> TIME WARNER CABLE ARENA

Time Warner Cable Arena (TWCA) hosted a surplus of events for the 2008-2009 season. The Charlotte Bobcat’s 33 wins, 20 home victories and 13 road wins this season were a franchise best, and the completed their 2008 season with a ninth playoff spot. CRVA staff is on target to hit their budget of $7.3 million.

CONCERTS

> New Kids on the Block > Reba McEntire and > SYTYCD > AC/DC > WWE > Fleetwood Mac > Demi Lovato

CONFERENCES:

14 > ACN (World’s largest direct selling telecommunications company) >> BOJANGLES’ COLISEUM & OVENS AUDITORIUM

Cricket Arena experienced a name change and new look in Ovens Auditorium received national media recognition in the November 2009, becoming Bojangles’ Coliseum, through a second half of the year by being ranked in the Top 100 naming rights partnership with Bojangles’, set for ten years. Worldwide Theatres. Ovens Auditorium falls in the ranks Bojangles’ Coliseum staff is enjoying their partnership and with other venues such as Variety Playhouse in Atlanta, GA, looks forward to creating new opportunities with the O2 Academy Brixton in London, UK, and Charlotte’s own Charlotte community. Belk Theater.

In fiscal year 2009, Bojangles’ Coliseum continued their Ovens Auditorium continues to be one of the hot spots to membership with two arena venue groups, Venue Coalition perform in the Carolinas. “A-list” entertainment played to and Arena Network. Both groups are composed of select sold out crowds in fiscal year 2009 including singing arenas and theatres in North America that work jointly to sensation Jennifer Hudson, funny man Robin Williams, and assist venues with booking advice and touring information. R&B favorite Anthony Hamilton, just to name a few.

A few Bojangles’ Coliseum highlights for the year included Carolina Speed Professional Indoor Football with an action-packed season thrilling families from all around the metro area, and rockin’ favorites such as , , TI and Young . Families enjoyed singing and dancing with Sesame Street Live, riding in monster trucks at Monster Truck Winter Nationals, and seeing bucking bulls 15 at the East Coast World Finals Rodeo. >> NASCAR HALL OF FAME

The NASCAR Hall of Fame is scheduled to open May 11, street from the Charlotte Convention Center. The front 2010. Individual tickets and memberships will go on sale entrance faces the corner of Martin Luther King, Jr. in October 2009 through Ticketmaster. Group ticket Boulevard and Brevard Street. The NASCAR Hall of Fame packages will also be available. is owned by the City of Charlotte, operated by the NASCAR Hall of Fame staff as a part of the CRVA, under a licensing The NASCAR Hall of Fame is under construction and agreement with NASCAR. located in the heart of uptown Charlotte, directly across the

THE NASCAR Hall of Fame Complex consists of much more than the NASCAR Hall of Fame itself, including:

> NASCAR Hall of Fame: 130,000 square-foot, state-of-the-art hall of fame, entertainment attraction and museum

> Convention Center expansion/new ballroom: 102,000 square-foot expansion to the Charlotte Convention Center including a new 40,000+ square foot ballroom with seating capacity for 2,500 banquet style and more than 5,000 theatre-style

> NASCAR Plaza office tower: 390,000 square-foot, 19-story Class A office building. Lauth Properties is the developer and NASCAR and NASCAR Media Group will be the primary tenants. Space includes two full-scale TV studios to be operated by NASCAR Media Group

> Parking garage: spaces to accommodate more than 1,000 vehicles

16 The NASCAR Hall of Fame includes approximately 40,000 square feet of exhibit space and interactive opportunities. Highlights of exhibits currently under development include:

> High Octane Theater: A 278-seat state-of-the-art theater featuring a high energy orientation film about the history of NASCAR. The theater also will be utilized for special events at the NASCAR Hall of Fame, group rental and showing select NASCAR races. For private events, the theater has its own entrance off Caldwell Street, concession stand and restrooms.

> The Great Hall: Large, open greeting area just inside the facility, which will include exhibits that will change regularly and evolve, a large video jumbotron and graphics. This space also will be available for group rental and a wide array of events and activities.

> Glory Road: Banked ramp that provides a perspective of the banking of race tracks, featuring current and historical tracks and up to 18 historic cars

> Hall of Honor: Space where NASCAR Hall of Fame inductees will be honored

> NASCAR Vault: Glass-enclosed section of the facility housing historic artifacts from NASCAR's past, a variety of stories and themes detailing the history of NASCAR

> Race Week Experience: A behind-the-scenes look of components of a NASCAR shop and what a NASCAR team experiences in preparation for and following races; among the key elements within the Race Week experience are a full size transporter, state-of-the-art, interactive racing simulator and

> Heritage Speedway: Individual galleries telling the story of NASCAR's exciting 60+ year history

> Honoring Our Legacy: A tribute area to those many men and women who built the sport and business of NASCAR, 17 where visitors can honor and reflect on heroes who are no longer with us

> Greatest Finishes Theatre: Gallery to relive the moments of some of the most exciting and most competitive finishes in NASCAR history

> NASCAR Vault: Glass-enclosed section housing historic artifacts from NASCAR's past, and a variety of stories and themes detailing the history of NASCAR The NASCAR Hall of Fame will have several packages for rental opportunities.

> NHOF Facility Rental: Rent the entire NASCAR Hall of Fame for that one-of-a-kind, once-in-a-lifetime event for your group function or outing

> Great Hall: Perfect for receptions or seated dinners; the Great Hall will accommodate up to 680 guests for receptions and 360 guests for seated functions, featuring the iconic exhibit Glory Road as a dynamic backdrop for your event

> High Octane Theater: Ideal for corporate, group and sales meetings and presentations, the 278-seat High Octane Theatre has a separate external entrance and private concession area making it an attractive venue for film premiers and showings

> NHOF Legends Room: Multi-purpose meeting space with flexible design to fit smaller meetings and functions; various seating arrangements that can accommodate 40 to 117 persons

> Ceremonial Plaza: Located in front of the NASCAR Hall of Fame, and the setting of the popular Commemorative Brick Program, the Ceremonial Plaza is perfect for any outdoor event with up to 19,000 square feet of available space

18 Catering for all events at the NASCAR Hall of Fame will be provided by Charlotte Convention Center staff.

Highlights of activities from fiscal year 2009 include:

> The NASCAR Hall of Fame ‘topping off’ ceremony held in February 2009

> Announced Grand Opening date of May 11, 2010

> NASCAR announced the nomination and selection process for determining inductees into the NASCAR Hall of Fame. Twenty-five nominees for the inaugural class of the NASCAR Hall of Fame were announced in July 2009. Five inductees will be selected and announced in October 2009. The inaugural induction ceremony is being planned for May 2010.

> Exhibit concepts, themes and design and development were completed

> All of the more than 700 artifacts slated for exhibition at the NASCAR Hall of Fame on opening day have been researched and identified, with 88% of those artifacts acquired; exhibits and artifacts for the Hall of Honor will be designed and acquired after inductee selection in October 2009

> Announced key artifacts include: > 1967 Plymouth – on loan from . Petty drove this car to 36 total wins, 27 in 1967, more wins than any car in NASCAR history > Raymond Parks trophy collection – donated by Raymond Parks and his family. Includes the winning trophy from very first NASCAR race in 1948, first NASCAR championship in 1948 and first Strictly Stock NASCAR championship in 1949

> Wray Ward of Charlotte was selected from 26 respondents to represent the NASCAR Hall of Fame as our marketing agency of record; a comprehensive three phased marketing plan has been developed and is being implemented 19 > The NASCAR Hall of Fame Commemorative Brick Paver program was launched in October 2008; the program affords NASCAR fans, teams, competitors along with Charlotte region residents and all interested parties to personally become a part of building the NASCAR Hall of Fame

> Ticketing partnership established with Ticketmaster

> Additions to the NASCAR Hall of Fame staff include: > Libba Barrineau, Group Sales Manager > Steve Burrell, Operations Manager > Michele Leopold, Registrar and Collections Manager > Kimberly Meesters, External Relations Manager > Kevin Schlesier, Exhibits Manager

NASCAR Hall of Fame staff participated in more than 100 presentations, media, promotional and marketing opportunities. CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT - ADVERTISING

Charlotte Douglas International Airport serviced 34,739,020 passengers in 2008, and had the highest gained percentage in passenger numbers of the U.S. top 10 airports at 4.4%. Despite the economic downturn, over 2.5 million dollars were generated in advertising revenue in fiscal year 2009.

New marketing opportunities continue to be created:

> Cell Phone Lot sponsored by T-Mobile

> Baggage Conveyor Belts sponsored by Bojangles’

Branding collateral is being created to market the sponsorship of a children’s play area and power charging stations, and we continue to focus on local businesses to advertise and will step up efforts to reach top outdoor agencies and companies to increase their presence at Charlotte Douglas International Airport.

Charlotte Douglas International Airport has contracted with a design firm to custom design a series of murals to be placed in the International Arrivals Hall. These murals will consist of several mediums including three-dimensional 20 showcases, static displays and possible video. It will be designed to give the flavor of the Charlotte region to arriving passengers and could showcase lifestyle images, items of historical significance and economic development including tourism.

BAGGAGE ESCALATORS CELL LOT SPONSORED BY T- MOBILE MARKETING & ADVERTISING >> CHARLOTTE’S GOT A LOT

In fiscal year 2009, the CRVA recognized, with the help of their strategic partners, that a unified brand for the destination was not only lucrative business, it was imperative to draw all messaging and marketing points together and to define the uniqueness of the Charlotte region, thus the launch of Charlotte’s first destination brand “Charlotte’s got a lot”.

“Charlotte’s got a lot” was created with three strategies in mind:

1. To create a common and unified message among all communities, marketing groups and tourism/hospitality partners in the region;

2. To develop a future reference point to invest and measure all current and future marketing initiatives from both the public and private sectors; and

3. To strengthen the overall marketing effort for the city and region of Charlotte by clearly defining what makes it unique and distinctive to the visitor and related trade groups.

As a result, the Charlotte region has begun taking steps to become even more effective in communicating its brand by uniting around a common message.

Every city has a lot to offer, but not every city has the “a lot” that Charlotte does. The challenge in branding Charlotte was to create an idea that would convey how much Charlotte has to offer without creating an idea any city with a lot to offer could have. The answer, it turned out, was hidden in the word Charlotte itself. The “a lot” not only tells people what Charlotte’s got, but it does so in a way that is uniquely Charlotte. And the idea is much like the city itself: The closer you 21 look, the more pleasantly surprised you are.

The “Charlotte’s got a lot” brand includes visual elements such as print advertising, television, videos, tradeshow booths, website integration, and more, all while drawing on consistent messaging and marketing points that create a unified brand for the destination.

Following a well-integrated first year brand launch including aggressive advertising campaigns with high impact, supported by proactive public relations and sales efforts by Visit Charlotte and partners, the CRVA remains committed to continuing forward with the important and all-encompassing steps of bringing this impressive campaign to all audiences.

Destination branding will continue to include the support of the Brand Promise, Brand Blueprint and Culturalization Plan to the community through the fiscal year 2010 and beyond.

Six new ads highlighting the Charlotte region’s luxury, group tour, cultural, shopping, amateur sports and family-friendly offerings launched in fiscal year 2009, breathing even more life into an ad campaign that touts all of the reasons why Charlotte is such a world class destination. The six new visuals added to the original four campaign ads unveiled in July, 2008, illustrating even more reasons to explore all the region holds.

The six new visuals include “Discover a lot” for visiting groups and conventions, “Cherish a lot” for families, "Captivate a lot” for culture, “Unwind a lot” for luxury, “Splurge a lot” for shopping and “Play a lot” for amateur sports. Each of the new ads introduced in fiscal year 2009, targeted to wide ranging audiences, showcase the area’s unbeatable things to see and do, highlighting one-of-a-kind destinations like Daniel Stowe Botanical Garden, The Ballantyne Hotel & Lodge, Carowinds, and more.

22 23 >> ADVERTISING

During fiscal year 2009, Visit Charlotte placed more than 130 print advertisements in nearly 40 regional and national publications to increase awareness of hospitality assets and help sell Charlotte as a destination for conventions and tourism. To reach our target audience, several new print publications were added to the mix including: “O” Oprah Magazine, Travel + Leisure, USA Today, Association News and Meetings South.

Because a growing number of people are using the internet to plan travel, we ran several geo-targeted and behavior- targeted online banner campaigns in fiscal year 2009, working with online partners such as TripAdvisor.com, Travelocity.com, Weather.com and Collective Media Group (an ad network comprised of over 3,000 sites). We were able to track the results of these targeted campaigns through impressions, clicks to charlottesgotalot.com and Official Visitor Guide requests.

24 >> ADDED VALUE

In fiscal year 2009, Visit Charlotte aggressively reached racing themed ad, ran to promote Charlotte and create out to existing media partners for added value opportunities awareness for the October races at Lowe’s Motor to extend the message of the “Charlotte’s got a lot” Speedway. Advertorial coverage allowed us to highlight brand. These added value opportunities included inclusion several other assets in Charlotte including information on in Southern Living, “O” Oprah Magazine, Parents the soon to open Wells Fargo Cultural Campus and NASCAR Hall of Fame, the addition of new hotel properties including Magazine and Our State e-newsletters; online exposure the Ritz and aloft, the recently on TravelMeredith.com, SouthernLivingVacations.com, opened EpiCentre, U.S. National TravelandLeisure.com and OurState.com; sweepstakes with Whitewater Center and many Parents Magazine, “O” Oprah Magazine and Our State other assets that make Charlotte Magazine. These promotional opportunities were secured a unique destination. The total by Visit Charlotte after media buys were negotiated, at no circulation of this placement was additional charge. Visit Charlotte was also able to negotiate over 1.5 million. advertorial exposure in various publications, supplying editorial content for the advertorials which allowed us to tell the story of the Charlotte region in more detail.

USA Today Visit Charlotte bought a half page color ad in USA Today and was able to secure a half page advertorial at no additional cost. This ad ran on Friday, September 5 in the “Destinations and Diversions” section. “Roar a lot”, our

25 >> SWEEPSTAKES

In fiscal year 2009, Visit Charlotte worked with media “O” Oprah Magazine partners to develop various sweepstakes to draw As an added value to our advertising placement in the May awareness to Charlotte’s destination assets. Sweepstakes 2009 issue of “O” Oprah Magazine, Visit Charlotte secured ran with Parents Magazine, Our State a family fun sweepstakes to promote Charlotte as a family- Magazine, Toronto Sun, AAA GO friendly destination and increase overnight travel to the Carolinas and “O” Oprah Magazine. region. The grand prize package for four included: US Airways airfare; two-day accommodations at the Hilton Charlotte Executive Park; three-day car rental courtesy of Enterprise; admission to Carowinds, Carolina Raptor Center, and Discovery Place.

The family fun sweepstakes was supported by an ad in the May 2009 issue of “O” Oprah Magazine which has a circulation of 620,000 on the east coast. Two e-blasts were sent to nearly 200,000 “O” Oprah Magazine subscribers who opted-in to receive promotional messages from “O” Oprah Magazine advertisers. To further promote the sweepstakes banners ran on their partner site VacationFun.com. Online banners and e-blasts linked to a landing page that allowed visitors to register-to-win. The promotion generated over 5,000 entries. PUBLICATIONS >> OFFICIAL VISITORS GUIDE In 2009, the Official Visitors Guide provided more than attractions and hotels, and via convention and meeting 300,000 visitors with a pocket-friendly resource featuring registration packets. Visit Charlotte also fulfills thousands valuable articles and information to help them best explore of requests for the Official Visitors Guide through the Charlotte region. A trusted resource, sections include charlottesgotalot.com in addition to fielding more than two where to eat, where to splurge, what to do, where to stay, million inquiries each year through advertising fulfillment, how to get around town, and more, while providing listings the call center, and Visitor Info Center walk-in traffic. More for more than 600 Visit Charlotte partners. Among many than 20,000 downloads of the publication have been distribution points, the Official Visitors Guide is circulated at accessed online at charlottesgotalot.com as well. the Visitor Info Center, NC Welcome Centers, local

>> MEETING PLANNERS GUIDE

The Meeting Planners Guide is the primary fulfillment piece essential for planning a successful meeting or convention in targeted at corporate, association, sports, and social the Queen City. The Meeting Planners Guide has a total meeting planners. It is a comprehensive resource that circulation of 6,000 copies and is geared towards national, contains detailed listings on the area’s leading meeting regional, and local meeting planners as well as local, civic, venues, accommodations, major dining and entertainment and business leaders. Distribution points include industry options, and a comprehensive list of the support services trade shows and mailings via Visit Charlotte sales staff.

>> QUARTERLY PUBLICATIONS 26 Visit Charlotte produces two quarterly publications for meeting and other relevant meetings industry news. Meanwhile, planners and group tour operators, which highlight the most Tour Charlotte is distributed via direct mail to approximately up-to-date reasons why conventions and motorcoaches 1,500 motorcoach tour operators and group tour media. should choose the Queen City. Meet Charlotte is distributed The piece showcases group-friendly things to see and do via direct mail to more than 6,000 meeting planners and around the area with a heavy focus on local attractions. trade media and features the latest development news, Nearby regions are highlighted in addition to Visit Charlotte accommodations and dining updates, spotlights on group tour services such as itinerary-building, the Lance successful conventions that tapped area meeting venues, Snack Bag program, and more.

>> CHARLOTTE ENEWS

CHARLOTTE eNews is a monthly e-newsletter containing marketing message by allowing us to analyze and information about current events, performances, happenings, understand our contacts, develop and deliver highly and more. As a web-based program, CHARLOTTE eNews targeted promotions that enhance our customer allows Visit Charlotte to easily manage contacts and deliver relationships, track the results, and use the data to fine-tune potent permission-based email promotions. Reporting future customer interaction. Fiscal year 2009 was another functions allow tracking of HTML opens, unique click- strong year, which brought in more than 15,500 new throughs, and forwards. The program provides marketing subscribers raising the total number of subscribers to more intelligence, and the ability to continually improve our than 37,500. CHARLOTTESGOTALOT.COM AND SOCIAL MARKETING

Throughout fiscal year 2009, new and aggressive efforts were launched through the “Charlotte’s got a lot” brand platform, to become the bookmark for our destination, creating a website rich with information, resources and booking capabilities, so site consumers will look to us when they want to know anything about our destination. Efforts continue to build our site to be a true package-style portal – a place where visitors can find anything from the cool little café that serves great mojitos, to the out-of-the-way hotel that caters to tech-savvy travelers. Our marketing team is dedicated to site optimization, so charlottesgotalot.com has answers to the questions people are searching for.

According to research cited in the fiscal year 2009 sales and marketing plan, a large majority of online customers are using social media to meet, interact and have dialogue online while they shop and purchase travel products and services. 27

Social Media uses the “wisdom of crowds” to connect information. People are having these conversations anyway…and social media tools allow us to capture the conversation and be a part of it. Following a few key rules: using social media as a tool, integrating it into our other sales and marketing efforts, keeping consistency and relevance in all that we do, and linking and sharing, we created a strong platform to tell Charlotte’s message focusing on three social networks, Facebook, Twitter and YouTube.

The “Charlotte’s got a lot” brand includes visual elements such videos, created as a leisure series, which are conversational in tone, inviting and relaxed, while at the same time presenting a strong message about Charlotte’s key attributes. A :30 spot was also created, appropriate for television, distribution for attendance promotion, online video streaming and general destination promotion efforts.

Six key areas covered in the video series includes: Romance, Dining/Nightlife, Family, Culture, Shopping and Adventure. Great success was also seen through efforts to encourage One event partner, who embedded all videos in the series partners of the CRVA to add the series, or individual videos within their site for promotion of Charlotte, was the CIAA. The directly to their websites, either linking to our YouTube channel, tournament ran February 24 – 28, 2009. In the month of or embedding them within their site. February, charlottesgotalot.com saw a substantial number of visitors from the referring site (as shown below).

28

Monthly tracking mechanisms are in place for all social media efforts, including YouTube Facebook, Flickr and Twitter. To date, successes have been measured on awareness, interest and visitors, however understanding the power of viral marketing, we believe the success has been far greater than we are able to track. PUBLIC/MEDIA RELATIONS AND COMMUNICATIONS

The strength of quality public relations, media relations and Annual media coverage continued this past year with over communications continues to provide an effective - and 5,200 media clips nationwide, a growing number of qualified economical - way to keep the Charlotte region the destination travel writer visitation, and exceptional targeted articles. In of choice for leisure, group tour and convention business. quarters three and four, we implemented a “PR Impact” plan that helps substantiate the effect of media on our goals and Among the solidified relationships with regional and national efforts within CRVA. Historically, with tracking our key media include USA Today, Meeting News, Southern Living, search terms (such as Charlotte Convention Center or Convene, Meetings & Conventions, Successful Meetings, NASCAR Hall of Fame or Charlotte Visitors), we are able to Black Enterprise, Outside Magazine, Time Magazine, discern the number of media clips and mentions through Meeting Professionals Magazine, Tradeshow Executive, each month. However, we now have initiated four American Way Magazine, The Chicago Tribune, CNBC, and additional elements into each monthly report: Circulation many, many more. Communications has been extremely (the total number of views, subscriptions etc. of a media influential in shaping articles that tell Charlotte’s stories on source), Ad Equivalency (if this article was a paid the national, regional, and local stage. Daily editorial advertisement, how much would we have to pay?), Tone of interaction ranges from coordinating interviews with key article/editorial and Market (are we reaching who we need personnel to providing essential b-roll for nationally syndicated to?). We will continue to track and report on all media programs to compiling the facts and information that activities throughout the year and then be able to direct our 29 generate a story. We recognize that each article and outlet efforts even more specifically with this kind of feedback. is significant and take the time to showcase the Charlotte region, its events, and its destinations through the powerful The stage has also been set for the upcoming year with conduit that media is. meetings and planning efforts already in full swing for the opening of the NASCAR Hall of Fame and assisting with the creation of synergy for the Wells Fargo Cultural Campus and more. >> COMMUNITY RELATIONS

We continue to work with the Visitors Advisory Committee The American Bus Association (ABA) Marketplace was a (VAC) and our strategic partners such as the Charlotte spectacular opportunity to showcase Charlotte and to bring Chamber, Charlotte Center City Partners, the Charlotte in the local media to have fun with and help promote this Regional Sports Commission, the Charlotte Regional incredibly viable business opportunity for years to come. Partnership, the Arts & Science Council, the City of Whether it be scheduling interviews, being part of the media Charlotte and of course our regional towns and cities to roundtable or conducting media tours, we were thrilled to further our messaging in a consistent, proactive manner. be a part of it all!

New ventures this year included our assistance with and Continuing in the successful vein that it has for five years, sponsorship of the first Charlotte Restaurant Week – the VAC met at various venues with perhaps one of the most “Queen’s Feast” that first ran in July 2008 with a repeat, memorable of all being the Duke Mansion, the site for a popular (and quite successful) performance in January, powerful and incredibly interesting discussion with guest 2009. A Lowe’s Motor Speedway hotel promotion gave us speakers Tim Newman, Bob Morgan, Michael Smith and Lee an opportunity to partner with the Speedway on the first Keesler. This stellar group addressed questions from VAC promotion partnering 32 area hotels with Lowe’s Motor members regarding the economy and its effect on the Speedway discounts for the overall goal of lowering costs hospitality and tourism industry. for the October race for fans. Assistance was given to area organizations such as the ACC Additional opportunities to continue our ‘connecting the Football Championship of 2010 and 2011, the Carolinas dots’ and staying involved for the community included the Carrousel Thanksgiving Day Parade, the State Games of NC First Night Charlotte committee that successfully committee and of course the third annual CIAA Men’s and implemented this family-oriented event, similar to the First Women’s Basketball Tournament. All of these and many Night of earlier years. more, brought ample opportunity to the Charlotte region for recognizing our incredible accommodations and amenities. 30

MARK MATHIS, FOX NEWS RISING, DURING ABA AWARDS AND ACCOLADES

Thank you for giving us this opportunity to brag just a Corporate & Incentive Travel magazine voted Visit Charlotte bit…this past year, CRVA again received several pats on the winners of their 2009 Award of Excellence honors. back, awards and way-to-go’s we thought you might like to Bureaus chosen to receive this coveted honor were selected know. by our subscribers who voted for those that best served their corporate meetings and/or incentive travel programs The CRVA’s efforts were again recognized this year for during the past year. ‘going green’. At the Clean Air Works! Champions Luncheon, CRVA was honored with the Spotlight Award. Meetings & Conventions magazine also awarded Visit Each year at their Champions Luncheon, Clean Air Works! Charlotte the prestigious 2008 Gold Service Award for recognizes companies and individuals who have shown a outstanding professionalism and dedication in their service steadfast commitment to cleaner air in the Charlotte to meeting professionals. This year, the readers of Region. The Spotlight Award recognizes the partner with the Meetings & Conventions awarded 77 domestic and 13 most outstanding operations and maintenance programs international Convention and Visitors Bureaus (CVBs) with throughout the course of the project term, focusing on the Gold Service Award distinction. Relying on their criteria including (but not limited to) creativity, innovations, extensive industry experience in both corporate and size of the program, and effectiveness in reducing association markets, Meetings & Conventions readers made emissions. And with over 50 companies in the running, all selections based on key criteria including professionalism dedicated to improving air quality in the Charlotte region, of staff, support with hotels and site inspections, assistance the CRVA faced some stiff competition. with ground transportation planning, guidance on local attractions, and liaising with local vendors and services. POLLSTAR again named 31 Ovens Auditorium one And….among the inductees to the Carolinas National of the top 100 theatres Softball Association (NSA) Hall of Fame was Visit Charlotte in the world. With – the first and only destination marketing organization to be 26,091 tickets sold presented with that honor. Visit Charlotte has been involved from January 1 – June with the Carolinas NSA for well over 10 years, primarily with 30, 2009, Ovens the organization’s largest division: youth girls fast pitch Auditorium ranks right softball (the NSA has divisions for men, women, slow pitch, up there with other top theatres in the world such as Variety church groups, and more). Playhouse in Atlanta, GA, Warfield Theatre in San Francisco, CA, and 02 Academy Brixton in London, United Kingdom.

Visit Charlotte was honored with two achievement awards from the Destination Marketing Association of North Carolina (DMANC) for stellar marketing efforts. Judged by fellow bureau CEOs in South Carolina and Virginia as well as industry affiliates in North Carolina, Visit Charlotte received Gold recognition in both the “Best Print Advertising - Leisure” category for their “Charlotte’s got a lot” ad campaign and “Best Niche Marketing” category for their 2009 Meeting Planners Guide. CRVA MISSION

MISSION >> MARKET: Bring visitors and events to the Charlotte region and Charlotte Regional Visitors Authority facilities.

>> MANAGE: Manage visitor experiences and our facilities in a first class manner.

>> MAXIMIZE: Market and manage in a way that brings visitors and events back and maximizes the economic impact to our region. DECISION MAKING FILTERS Vision, Mission, Charter, Skills, and Values, Core Risks Resources, 32 BIG,HAIRY, GOAL AUDACIOUS Become a $50 million revenue with a $5 million fund organization balance by fiscal 2011 while honoring all deficit managament commitments. CORE VALUES VISION Service, Southern People, Hospitality, Integrity, World Class Innovation, Customer Enthusiasm Service CRVA FY09 VISITORS ADVISORY BOARD OF DIRECTORS COMMITTEE James E. Nash Jr. (Chairman) Chaired by Bill McMillan of the Charlotte Regional Sports Commission and comprised of Bank of America Securities LLC industry leaders throughout the region, this committee is given the opportunity to give feedback to the CRVA's leadership team to help in it success. Anthony Fox (Vice Chairman) Parker, Poe, Adams & Bernstein, LLP Bill McMillan Mohammad Jenatian (Chair - VAC) Greater Charlotte Hospitality and Tourism Alliance Ravi C. Patel, CHA (Treasurer) Charlotte Regional Sports Commission SREE Hotels LLC Erica Johnson Chuck Allen Charlotte Chamber US Airways Derick S. Close Ron Kimble Springs Creative Products Group, LLC Clarke Allen City of Charlotte Charlotte Arrangements Geoff D. Durboraw Dennis Marsoun Enterprise Rent-A-Car John Boyer Center City Realty Bechtler Arts Foundation Rai H. Glover Ash Munro Rai Glover Consultingr Frank L. Bryant Total Event Production Poyner & Spruill Joseph F. Hallow Jerry Orr Charlotte Douglas International Airport Bissell Companies Robert Bush Arts & Science Council Mary Presley T. Anthony Lindsey Fred Dabney Lancaster Tours GlobeCrossing Realty. LLC Steve DeGeorge Moira Quinn Vi Alexander Lyles Robinson, Bradshaw & Hinson Charlotte Center City Partners The Lee Institute Dee Dixon Tyler Ream Caldwell Ragan Rose Pride Communications Charlotte Mecklenburg Schools - 33 NAI Southern Real Estate Charlotte Mecklenburg Board of Education Toni Freeman The Duke Endowment Jon Richardson Thomas H. Sasser Panthers Stadium, LCC Harpers Restaurants Group Susan Freshcorn Allen Tate Realtors Bill Russell John Sweeney Lake Norman Chamber Westin Charlotte Tom Gabbard NC Blumenthal Performing Arts Center Sid Smith Tina Whitley Charlotte Area Hotel Association Matthews Chamber of Commerce Jim Garges Mecklenburg County Park and Recreation Todd Stewart Show Pros Entertainment Services Kavita Gupta Perkins & Will Jim Taylor Welcome Tom Manno and Mike McGuire, Town of Matthews FY10 new CRVA Board members! Joseph F. Hallow CRVA Board Representative Ann-Marie Weldon Bissel Companies Johnson & Wales University

Mike Henninger Marylaurel (Lauri) Wilks Ipswich Shellfish Group Jeff Wise Larry Huelsman U.S. National Whitewater Center Mecklenburg County Parks & Recreation Emily Zimmern Brad Janis Levine Museum of the New South The International Culinary Schools at The Art Institutes James Mitchell, Jr. Charlotte City Council Steve Camp Consultant, The Salvation Army Lynn Wheeler Wheeler Communications Group Elizabeth Isenhour The Mint Museum

Harry Jones Mecklenburg County Manager CRVA MANAGEMENT TEAM Tim Newman Chief Executive Officer CRVA

Mike Crum Chief Operating Officer CRVA

Ereka Brim Senior Director of Marketing & Special Events Ovens Auditorium and Bojangles’ Coliseum

Mike Butts Executive Director Visit Charlotte

Molly Hedrick Senior Director of Communications CRVA

Jim Helms Senior Director of Human Resource & Strategic Planning CRVA

Jeff Hewitt Senior Director of Sales Visit Charlotte 34 George Hite Director of Capital Projects CRVA

Winston Kelley Executive Director NASCAR Hall of Fame

Ted Lewis Convention Center Manager Charlotte Convention Center

Jeff Mann Senior Director of Facility Operations Time Warner Cable Arena

Jorge Rodriguez Director of Information Technology CRVA

Gina H. Sheridan Senior Director of Marketing & Visual Communications CRVA

Eric Scott General Manager Bojangles’ Coliseum

Carole Thompson General Manager Ovens Auditorium

Larry Williams Senior Director of Finance & Administration CRVA 501 S. COLLEGE STREET CHARLOTTE, NC T (704) 339-6040 F (704)339-6024 WWW.CRVA.COM