2019 ANNUAL REPORT 2019 BY THE NUMBERS

$ 6.5 BILLION RECORD-MATCHING VISITOR SPENDING IN 2018

31.4 MILLION Two TID-funded MEET (Meet. Experience. Enjoy. Tell.) Denver meetings brought 130 new planners to Denver. VISITORS TO DENVER IN 2018

Claude Monet: The Truth of named Denver Nature at Denver one of its 10 Best Art Museum was in 2020 64% just one of many Destinations. wildly popular INCREASE IN DENVER TOURISM SINCE 2006 exhibitions in Denver in 2019. 396,107

DENVER DELEGATES IN 2019

$ 89.5 MILLION ADVERTISING VALUE CREATED BY DENVER PUBLICITY STORIES AROUND THE WORLD IN 2019

A Chicago takeover in June included advertising, The 110-foot-tall Mile High Tree launched in The UIAA Ice Climbing World Cup and Barbegazi festivals and client events. 2019 as part of Mile High Holidays. Winter Festival brought visitors to Civic Center in February 2019.

Cover Photos: Mile HIgh Tree by Rebecca Todd. Denver skyline by Bryce Boyer. CHAIRMAN AND PRESIDENT’S REPORT

In 2019, VISIT DENVER celebrated 110 years as the marketing arm of The Mile High City, matching or beating nearly every record in tourism and convention sales and business development.

This report details VISIT DENVER’s many successes in 2019, many of which were made possible with new funding available through the Tourism Improvement District (TID) and impacted both leisure marketing and convention sales efforts.

A FEW 2019 HIGHLIGHTS INCLUDE:

In 2019, • The Convention Sales Department had one of its best years ever in 2019, booking a total of 1,138 future meetings that will draw 435,021 delegates and generate $879 million in future spending. VISIT DENVER To date, Denver has 1,872 meetings on the books for all future years that will generate an celebrated 110 estimated $4 billion in spending! years as the marketing arm of • Two TID-funded MEET Denver buyer education trips brought 130 new meeting planners to The The Mile High Mile High City. City, matching or • A June market takeover in Chicago included increased advertising, festival sponsorships and beating nearly client events in a dual effort for both leisure visitors and convention sales. every record in tourism and • According to the Longwoods International report, Denver welcomed 31.4 million visitors in 2018 convention sales (the latest figures available), including a record 7.1 million “marketable” visitors, those most influenced by marketing. Visitors spent a record-matching $6.5 billion in 2018. and business development. • Annual marketing campaigns, including the always-on, TID-funded “Reclaim the Weekend” campaign, generated more than 800 million impressions in 2019, while the website and social media set records with 10.6 million visits and nearly 7 million social media engagements.

• The PR department generated a record-breaking $89 million in national and international media coverage. Overall, the team worked with 613 journalists from around the world.

We could not achieve this level of success without the help of our 1,300 partners, and our strong relationship with Denver Mayor Michael B. Hancock and the Denver City Council.

On behalf of the Bureau staff and Board, thank you for your support and we wish you continued success in 2020 and beyond. 1

Jerome E. Davis, 2019 Chair Richard W. Scharf Regional Vice President President & CEO Xcel Energy VISIT DENVER VISIT DENVER, THE CONVENTION & VISITORS BUREAU

Bringing Visitors and Conventions to Denver Since 1909

HERE ARE SOME OF THE SUCCESSES THAT GOAL 3: CREATE WORLD-CLASS ATTRACTIONS GOAL 5: IMPROVE DOWNTOWN VISITOR WERE ACHIEVED IN 2019: AND SERVICES EXPERIENCES

GOAL 1: EXPAND MEETINGS & CONVENTION • VISIT DENVER and the Tourism Improvement • VISIT DENVER joined with public, private BUSINESS AND District (TID) are supporting and collaborating and philanthropic partners to support new with various stakeholders, including CU and expanded day shelter and supportive • The National Western Center Authority, Denver’s CityCenter, to advance workforce services. which will oversee programs and operations development efforts that will support the of the redeveloped , hired Brad tourism and . • The redesign of the 16th Street Mall was Buchanan as the first CEO, and is actively approved and will move into the next phase seeking year-round programming ideas. GOAL 4: ENHANCE CONNECTIVITY AND of . MOBILITY • Rider Levett Bucknall, a company that has GOAL 6: STRENGTHEN DESTINATION MISSION: worked on convention centers around the • United Airlines launched a new, nonstop BRANDING world, was selected to serve as project flight between Denver International Airport To bring manager for the Convention (DEN) and Frankfurt, Germany, while • The TID-funded “Reclaim the Weekend” conventions Center expansion. Norwegian Airlines announced new service campaign ran all year to increase short-term and leisure from Rome to DEN. visits from regional residents. GOAL 2: ATTRACT VISITOR-DRIVEN EVENTS visitors to • DEN received the top U.S. airport ranking • The Chicago “takeover” marketing effort, Denver for the VISIT DENVER is a non-profit trade association, • In February, Denver hosted the UIAA Ice from industry publication Skytrax and also funded by the TID, included highly economic contracted by the City & County of Denver to Climbing World Cup at Civic Center Park, ranked 7th in the world, while work continued visible billboards, high impact transit benefit of the act as the City’s official marketing agency. the first time the event was ever held in a on gate expansion and Great Hall projects. entrances and a large festival sponsorship. City, the Tourism is the second largest industry in Denver, large city, and it drew the largest ice climbing generating 31.4 million total visitors (17.3 audience ever. A free winter festival was • RTD partnered with both Lyft and Uber to community and million overnight visitors) and $6.5 billion in held in conjunction with the competition. integrate transit and ride share information our partners. annual spending. into their respective online platforms. • Denver welcomed world-class soccer in a In 2019, the Bureau had a budget of $38.8 sold-out match between the U.S. Women’s million, which comes from a dedicated portion National Team and at Dick’s of the Denver Lodger’s Tax, and from Sporting Goods Park. The CONCACAF Gold advertising, private fundraising and Cup brought more than 52,000 fans to partnership fees. In addition, VISIT DENVER Empower Field at Mile High. contracts with the City & County of Denver to administer marketing funds from the Tourism • VISIT DENVER supported the promotion of Improvement District (TID), which began blockbuster events and exhibitions, collecting funds on January 1, 2018. including Dior: From to the World and Claude Monet: The Truth of Nature at Denver SPOTLIGHT: TOURISM ROADMAP Art Museum, along with the AMA Supercross and the Denver BBQ Festival Four years ago, VISIT DENVER created a Tourism events at Empower Field at Mile High. Roadmap to guide the city’s tourism efforts 2 through 2025. The roadmap included six goal • VISIT DENVER installed the Mile High Tree areas with more than 70 initiatives to help at the Denver Performing Arts Complex, increase overnight visitors, grow visitor spending attracting more than 113,000 visitors and continue to keep Denver’s tourism industry during December 2019. strong and competitive.

TOURISM IMPROVEMENT DISTRICT

SOME OF THE PROJECTS FUNDED WITH TID FUNDS IN 2019 INCLUDED:

• An annual, always-on regional “Reclaim • The February UIAA Ice Climbing World • Two MEET Denver buyer education trips the Weekend” advertising campaign Cup and BARBEGAZI winter festival in May and October

To ensure that Denver’s tourism industry remains competitive in the future, VISIT DENVER worked with the Colorado & Association (CHLA) and the City & County of Denver in 2017 to create a new Tourism Improvement District (TID).

The TID adds a 1% tax to the guest folio of with 50 or more rooms in the City & County of Denver. There is no cost to the • A June marketing and sales takeover of Chicago • The new 110-foot-tall Mile High Tree hotel properties. TID-eligible hotels supported creation of the TID with 96% support (50-2). Collection of the 1% tax began on January 1, 2018.

TID GOVERNING BOARD 2019 VISIT DENVER thanks the members of the Tourism Improvement District Governing Board for their time and their commitment to the future success of Denver tourism.

Navin Dimond (President), President & CEO, Stonebridge Tracy Blair, Director of Sales and Marketing, Sheraton Denver Allen Paty, , DoubleTree by Hilton Denver

Companies Downtown Hotel 3 Richard W. Scharf, President & CEO, VISIT DENVER (ex officio) Walter Isenberg (President-Elect), President & CEO, Sage Hospitality John Everett, General Manager, The Westin Denver Downtown

Greg Leonard (Secretary/Treasurer), General Manager, Laura Lojas, General Manager, The Westin Denver Hyatt Regency Denver at the Colorado International Airport TOURISM IMPROVEMENT DISTRICT PROJECTS

RECLAIM THE WEEKEND CAMPAIGN UIAA ICE CLIMBING WORLD CUP AND MEET DENVER BUYER EDUCATION CHICAGO TAKEOVER BARBEGAZI FESTIVAL TRIPS Using the new marketing funds from the TID, the In June, VISIT DENVER conducted a joint Bureau ran an annual, always-on advertising More than 22,000 people watched the UIAA Ice In 2019, with help from TID funds, VISIT DENVER sales/tourism marketing “takeover” in Chicago, campaign designed to increase short-term regional Climbing World Cup in February 2019 in Civic staged two buyer education trips focused on clients funded by the TID. Chicago is a key tourism driver, visits to Denver, specifically on weekends when Center Park, the largest crowd to ever watch such an who book their meetings in single hotels versus as well as one of the top cities for meeting planners hotels need additional business. The campaign event. Brought to Denver with TID funding, this convention centers. These trips, called MEET (Meet. due to the many associations headquartered there. represents a new marketing effort aimed at event attracted the world’s top men and women ice Experience. Enjoy. Tell.) Denver, were for planners Over the course of the takeover, Denver ads could regional audiences who view Denver as an exciting, climbers competing for glory on a 50-foot-tall wall who have not been in Denver in many years, and be seen everywhere, from billboards to transit urban destination, and one that they can easily and of sheer ice. BARBEGAZI, a free winter festival with offered a chance for them to experience and learn stations, one of which included a huge Red Rocks quickly make plans to visit. The ads are focused on axe throwing, an outdoor beer garden and fire pits about all the new things that have happened in the replica. The convention sales team hosted clients at specific events, such as the Winter Park Express ski helped bring visitors to downtown Denver at a city recently. The two events brought a combined nine different events over seven days, a total of 143 train, summer weekends, blockbuster traditionally slow time for visitation. 130 planners to Denver for hotel showcases, venue clients representing more than $530 million in exhibitions, festivals, Broadway shows and only-in- tours and evening receptions. To date, the 2019 convention spending. The team also returned to

4 Denver sporting events. The ads also highlight MEET Denver events have produced $4.7 million in Taste of Randolph, where more than 10,000 people reasons to visit The Mile High City, including the new meeting business. experienced the Denver brand hands on with incredible food scene, craft beer, art and cultural whiskey tastings, an oxygen bar and live street art attractions, diverse neighborhoods, professional painting with renowned Denver muralists Pat sports and outdoor adventures. Milbery and Pat McKinney.

BETWEEN NOVEMBER 30 AND DECEMBER 31,

MORE PEOPLE THAN 113,000 VISITED THE TREE THE MILE HIGH TREE

Denver’s newest, free holiday attraction, the Mile High Tree, was made possible by funding from the TID and support from the City, and brightened Denver’s Mile High Holidays marketing efforts. It was the tallest digital tree in North America, as well as the tallest art installation in the history of Denver. At a stunning 110 feet tall and 39 feet in diameter, the tree featured dynamic, pre-programmed light shows every 15 minutes throughout the evening using pixel LED technology choreographed to multi- cultural holiday music. Between November 30 and December 31, more than 113,000 people visited the tree. Research done in December indicated that 29 percent of the visitors were from outside the metro area, with 16 5 percent of the total visitors using paid lodging in Denver. The research also found that 88 percent were aware of the Tree prior to visiting it, and 94 percent of the visitors said they would highly recommend it. CONVENTIONS: YEAR IN REVIEW 2019

VISIT DENVER had a great sales year in 2019, booking the largest number of future conventions The Convention in the Bureau’s history with some 1,138 future Sales conventions booked, which will attract 435,021 Department delegates and generate $879 million in spending. markets Denver Denver now holds total future commitments for 1,872 conventions that will attract 1,864,395 as a meeting delegates who will spend a staggering $4 billion. destination and is contracted by In hosting conventions, 2019 was also a very the City & strong year with 1,026 meetings held in the city, County of attracting 396,107 delegates who spent $787 million. This included 80 groups that used the Denver to book Colorado Convention Center and 946 individual the Colorado hotel groups. Convention Center and area CCC EXPANSION UPDATE hotels for national In 2019, the City of Denver hired Rider Levett Bucknall, a company that has worked on convention centers meetings, around the world, to serve as project manager for the Colorado Convention Center expansion. The City is conventions on track to select a contractor and architect early in 2020. That will allow for the development of timelines, which will enable the sales team to begin selling. and tradeshows. Once a meeting is booked for Denver, the Convention Services Department works with meeting professionals to help with all their local service needs.

METRO & DOWNTOWN HOTEL OCCUPANCY & AVG RATES

METRO HOTELS 2015 2016 2017 2018 2019 6 OCCUPANCY 75.9% 75.0% 74.9% 73.7% 74.3% AVERAGE ROOM RATE $ 133.65 $ 140.46 $ 143.68 $ 144.03 $146.14

DOWNTOWN HOTELS OCCUPANCY 77.8% 77.1% 79.0% 77.3% 79.3% AVERAGE ROOM RATE $ 179.45 $ 183.67 $ 186.26 $ 187.10 $187.09

Source: Rocky Mtn Lodgers Report CONNECT FINANCIAL CUSTOMER ADVISORY BOARD AMERICAN EXPRESS GLOBAL , INTER[ACTION] In March, Denver hosted Connect Financial, which brought 41 VISIT DENVER hosted two Customer Advisory Board (CAB) meetings in financial planners to The Mile High City for two days of 1-on-1 2019. The CAB is comprised of some of the Bureau’s top meeting In December, Denver hosted more than 550 planners from American appointments and education. VISIT DENVER sponsored the opening planner clients. These convention professionals donate their time to Express Global Business Travel (AMEX) for their 2019 Annual reception at The Milk Market to highlight Denver’s culinary scene and help the Bureau’s marketing efforts, while offering suggestions on INTER[action] event. VISIT DENVER was the proud sponsor of the 7 showcase Denver’s LoDo neighborhood. how to improve Denver’s image as a meeting destination. During the welcome reception, hosted at Empower Field at Mile High, highlight- November meeting, CAB members also attended the Bureau’s Annual ing Denver’s outdoor city/urban adventure vibe through a “glamping” Meeting, allowing them to interact with VISIT DENVER partners. theme. AMEX primarily represents short-term, in- corporate business with a strong emphasis in pharmaceuticals. CONVENTION SALES ACCOMPLISHMENTS 2019

• The Convention Sales Department exceeded 2019 SALES RESULTS all 2019 sales goals, booking 1,138 future conventions that will attract 435,021 delegates, which represents $879 million of FUTURE FUTURE FUTURE $ MEETINGS: 1,872 DELEGATES: 1,864,395 ECONOMIC 4 BILLION future economic impact for Denver. IMPACT:

• A total of 3,883 leads for individual hotel meetings were sent to partners in 2019.

• As of December 31, 2019, there were a total of DENVER MEETINGS BY YEAR 1,872 future conventions scheduled to meet in Denver, attracting a total of 1,864,395 COLORADO CONVENTION CENTER (CCC) 2015 2016 2017 2018 2019 delegates for a total projected future economic # OF GROUPS 73 66 84 67 80 impact over all future years of $4 billion. ATTENDANCE 236,828 242,686 235,578 269,417 254,134 ROOMS 432,253 440,258 420,697 481,017 422,240 REVENUE $546.6 mil $538.5 mil $529.1 mil $561.7 mil $555.3 mil

8 NOT USING CCC # OF GROUPS 674 792 850 859 946 ATTENDANCE 138,450 125,773 154,496 129,588 141,973 ROOMS 250,943 256,303 300,788 283,823 315,566 REVENUE $226.0 mil $205.2 mil $252.1 mil $211.5 mil $231.7 mil

TOTAL ECONOMIC IMPACT $772.6 mil $743.7 mil $781.2 mil $773.2 mil $787.0 mil TOTAL GROUPS 747 858 934 926 1,026 CONVENTION SALES TACTICS VISIT DENVER also hosted an immersive

one-day “Daycation” educational Establishing and maintaining positive experience for 28 local clients that relationships with meeting professional included hotel tours, venue tours and a clients is one of VISIT DENVER’s primary convention center tour. The clients who goals and is accomplished in numerous attended the event represented more ways. The Bureau’s convention sales than $445 million of future economic and services teams maintain a database impact. of more than 15,000 meeting planners and regularly make phone calls, send The meeting planners who attended emails and take sales trips to keep in VISIT DENVER’s 2019 client events contact with these groups, pitching represented nearly $2.4 billion in

Denver as the perfect site for conven- potential future economic impact to tions. Further contacts are established Denver. at convention industry trade shows and special events. Some of the convention TRADESHOWS & sales efforts in 2019 included: CONFERENCES

SALES EVENTS In 2019, VISIT DENVER participated in

more than 60 meeting and convention

VISIT DENVER staged 18 out-of-town tradeshows, marketing The Mile High sales events in 2019, along with three City as a destination to thousands of events for local clients. In addition to influential meeting planners. These the markets below, events were hosted shows are also a great way to reach out in Atlanta, Dallas and Phoenix. to niche markets such as government

meeting planners, religious meeting

In Washington, D.C., VISIT DENVER and planners, etc. Some of the shows local hotel partners hosted 42 clients attended in 2019 included: who represent more than $206 million in potential future economic impact. Professional Convention Management Association (PCMA) Convening Nine events were staged in Chicago Leaders, where thousands of meeting also put Denver messaging on the MEETING PLANNER SITE Denver’s brand as a meeting destination during the media “takeover” in June. professionals – including many Denver conference hotel keycards. INSPECTION TRIPS and keep the city top-of-mind with A total of 143 clients attended these citywide clients – gather. The Bureau meeting planners, scoring millions of events, representing more than $530 staged two client events for 65 top • The sales staff also attended Another powerful sales tactic is to bring impressions with influential planners. million in potential future economic customers. third-party meeting planner shows the meeting planner to Denver so they Ads on meeting planner trade websites impact. such as Conference Direct’s annual can see the city in person, tour hotels and in publications such as Meetings & • Six team members attended partner meeting and Spring CDX; and meeting venues and dine in Denver Conventions, Successful Meetings, A signature New York City event took Connect 2019. Connect is the HelmsBriscoe’s Annual Business . The Sales Department USAE, Convene and others are mixed place again in October at the James premier hosted-buyer event that Conference; and Experient’s e4. conducted 244 site inspection tours of with web promotions, guerrilla tactics Beard House highlighting Denver’s brings together planners, suppliers Denver in 2019. such as the Chicago takeover, industry culinary scene. During this annual and experts in Corporate, Association, • Specialty market tradeshows sponsored events, a direct mail event, VISIT DENVER hosted eight NYC- Specialty, Expo and Sports meetings included the Society of Government MARKETING AND program and the annual Destination 9 based clients who represent more than and events for preset appointments, Meeting Planners National Education ADVERTISING Planning Guide, which is the premiere $173 million in potential future education and networking. The Conference; Connect Diversity; and resource for anyone planning a economic impact. Denver team had more than 220 Religious Conference Managers The Bureau conducts a $1 million trade meeting in Denver. appointments over two days and Association Annual Conference. advertising campaign to develop CONVENTION SERVICES DEPARTMENT 2019

Once a meeting is booked for Denver, the Convention Services Department becomes their contact to assist • To help boost attendance, the department them with all SUSTAINABILITY REPORT staged 15 pre-promotion events in 2019 for their local customers who will be meeting in Denver. needs to help This involved staffing a Denver booth at the In 2019, Denver became just the fourth members wrapped holiday gifts for them secure group’s 2019 conventions to hand out city in the U.S. to join the Global underprivileged children with Amp the Denver brochures, answer questions and encourage Destination Sustainability Index (GDS- Cause. delegates to attend the 2020 convention in Index) and the highest ranking North companies to Denver. American city listed. The GDS-Index seeks The VISIT DENVER annual sustainability work with. The to engage, inspire and enable urban challenge continues to be a popular event department • The department also conducted 83 site centers to become more sustainable places hosted by the VISIT DENVER Green Team. assisted 1,026 HERE ARE SOME OF THEIR tours with clients that have future business to visit, meet and thrive. Fifty staff members participated in the ACCOMPLISHMENTS: meetings in booked in Denver and provided assistance 2019 Sustainability Challenge. to 80 groups using the convention center VISIT DENVER also became a Gold Leader Collectively, the participants walked 2019. • For 28 years straight, the Convention and hundreds of meeting groups using under the Colorado Environmental 1,660,649 steps in four days! Services Department has helped VISIT single hotels. Leadership Program (ELP), a statewide DENVER win all major convention industry environmental recognition and reward VISIT DENVER continues to be a service awards, including the Northstar • Finally, the department helped arrange program. VISIT DENVER joined the ELP in sustainability resource for the community Stella Award and Corporate & Incentive many of the Bureau’s special meeting 2017 as a Bronze Leader, and is proud to and those who bring their events to the 10 Travel’s Award of Excellence. planner events such as the MEET Denver, have achieved Gold level by continuing to city. Our Voluntourism grid provides which was staged twice in 2019 for 130 improve internal sustainability practices. information and contacts for groups who • In 2019, the department sent out more meeting planners who book hundreds of wish to give back to the community than 921 business referrals and 88 service short-term, single-hotel meetings. Giving back continues to be part of VISIT through a volunteer activity. Our Green leads to VISIT DENVER partners, represent- DENVER’s sustainable strategy. Staff Vendor Directory and Hotel Sustainability ing 12,927 total business opportunities. members joined the Colorado Convention Survey help event organizers get a better Center and Centerplate in their annual understanding of the sustainability park clean-up. In November, team initiatives of various vendors in the city. CONVENTION MARKETING HIGHLIGHTS 2019

While the VISIT DENVER Convention Sales Department continually call on meeting SOME OF THE OTHER MARKETING EFFORTS IN 2019 INCLUDED: planners at trade shows and in person, or invite them here to experience Denver firsthand, it is also important to maintain a strong presence in the many websites and • To stand out from the clutter of advertising, VISIT DENVER publications serving the meeting planning industry. In 2019, VISIT DENVER continued continued an innovative advertising program with Food & Wine the “Conventions Elevated” advertising campaign, designed to reach meeting planners magazine, in which the through print and digital media. The ads promoted Denver’s craft beer scene, dining and Bureau purchases a three- unique meeting sites, as well as a renewed focus on Denver International Airport. month subscription for 1,000 top meeting professionals and wraps the cover of the magazine with a six-page cover wrap devoted to Denver’s appeal, this year focusing on wellness.

• More than 1,500 attendees at ASAE’s XDP meeting were greeted with a unique Denver branding message: the XDP Conference Playbook – an essential part of this hands-on meeting – included a three- page ad encouraging attendees to spot “The Denver Difference” with a whimsical “spot the difference” illustration.

• To celebrate the holidays at Chicago Forum’s annual Holiday Showcase, VISIT DENVER produced two playful scenes of the Blue Bear enjoying the holidays!

• VISIT DENVER sponsored hotel room cards at three tradeshows this year: PCMA Convening Leaders, MPI World Education 11 Conference and Connect. The cards generate “surprise and delight” where clients least expect it!

These convention advertising and marketing programs generated more than 8.5 million impressions in 2019. TOURISM: YEAR IN REVIEW 2019

The Tourism Department is responsible for increasing leisure travel to Denver, increasing the number of domestic and international travel companies that offer Denver as a destination and helping consumers plan their Denver trips.

Once again, Denver experienced an outstanding SOME OF THE HIGHLIGHTS INCLUDE: year in 2019. • Based on third party research, • The Tourism Department • A new nonstop flight to Frankfurt, Australia/New Zealand, Economics research reported Denver welcomed 31.4 million exceeded all annual goals in combined with continued UK/Ireland and , as well as 1,734,500 international room total visitors in 2018 (latest 2019, including 509 leads and interest in Denver from hosting the Colorado Tourism Office nights in Denver. figures available), including 17.3 referrals distributed (194 IPW 2018 brought international mission to Los Angeles targeting million overnight visitors. international and 315 domestic). attention to Denver. The Tourism the West-Coast based Japanese • The Tourism Department tracked Additionally, visitors spent a The department made 2,848 Department hosted 40 and Chinese receptive tour 48 new or enhanced travel record-matching $6.5 billion, contacts, with 2,645 established international site inspections and operators. packages featuring Denver, including $5.6 billion spent by at tourism tradeshows, sales participated in 13 international including 43 from international The department tracked 63,942 markets, of which 26 resulted 12 overnight visitors. missions and educational travel trade shows in six • seminars and 203 from site countries and the U.S. The leisure room nights, which were directly from hosting IPW 2018. inspections. Contacts and leads department represented Denver generated by specific marketing came from 33 international on four sales missions to efforts, primarily in international markets. markets. 2018 Tourism LONGWOODS HIGHLIGHTS 2018

DENVER OVERNIGHT VISITORS The annual Longwoods Visitor Profile $5.6 billion spent by overnight 3. LoDo “Lower Downtown” Research provides an in-depth look visitors and an additional $919 Historic District TOTAL SPENDING $5.6 BILLION at who is visiting Denver, their million spent by day visitors. 4. Denver Union Station TRAVEL SPENDING IN 2018 BY SECTOR demographics, where they come 5. Denver Pavilions from, how long they stay and what For the second year in a row, 6. Larimer Square they do while here. This information is “marketable” visitors were the biggest 7. Park Meadows Retail RECREATION ACCOMMODATIONS valuable in quantifying the success of spenders, accounting for $166 per 8. Outlets at Castle Rock 10% 31% past marketing efforts and determin- day, followed by business travelers 9. FlatIron Crossing Mall $535 MILLION $1,742 MILLION ing future marketing strategies and who spent $146 a day. Hotels were 10. Belmar tactics. The information for 2018 is the largest recipients of visitor dollars, 11. Shops at Northfield/Stapleton the latest available; 2019 numbers receiving $1.7 billion, while trans- RETAIL will be available in June 2020. portation took in $1.6 billion and THE TOP PAID ATTRACTIONS 12% food & beverage almost $1.1 billion. VISITED WERE (IN ORDER): $660 MILLION DENVER MAINTAINS TOURISM 1. Denver Zoo RECORDS IN 2018 WITH $6.5 THE TOP FIVE STATES SENDING 2. Denver Art Museum BILLION IN SPENDING VACATIONERS TO DENVER IN 2018, 3. Colorado Rockies Denver’s tourism industry had another APART FROM COLORADO ITSELF, 4. amazing year in 2018, matching the WERE: 5. Denver Museum of Nature & record year of 2017 for spending and 1. California Science/IMAX generating a 2-percent increase in 2. Texas 6. Colorado Railroad Museum marketable leisure visitors – the 3. Florida 7. Buffalo Bill Museum & Grave segment of travelers that has the 4. Illinois 8. Children’s Museum of Denver at most discretion on where they travel. 5. Arizona Marsico Campus These high impact travelers who 9. Denver Broncos EATING/DRINKING spend more money are the focus of THE TOP SEVEN CITIES FROM 10. Downtown Aquarium TRANSPORTATION VISIT DENVER’s marketing efforts. The OUTSIDE OF COLORADO SENDING 19% 28% $1,086 MILLION city has experienced 15 years of LEISURE VISITORS TO DENVER IN TOP ATTRACTIONS - $1,562 MILLION consistent growth in marketable 2018 WERE: FREE ADMISSION visitors. Since 2006, Denver tourism 1. Los Angeles 1. Red Rocks Park & Amphitheatre has grown 64 percent compared to 2. New York City 2. Coors Brewery 22 percent nationally. Total visitor 3. Chicago* 3. Colorado State Capitol OVERNIGHT LEISURE TRIPS TO numbers were down slightly in 2018 4. Houston* DENVER (MILLIONS) with the reduction coming from 5. Dallas-Fort Worth* those visiting friends and relatives 6. Kansas City* 8 and business travelers, two segments 7. Phoenix* 7 that VISIT DENVER’s marketing can’t *Represents a VISIT DENVER AVERAGE DAILY EXPENDITURES advertising market easily impact. 6

TOP SHOPPING/ENTERTAINMENT 5 SOME OF THE 2018 HIGHLIGHTS $160 $171 $166 AREAS $149 $154 INCLUDE: $140 $145 $146 $142 $136 4 • 31.4 million visitors (day and Shopping and entertainment were $120 popular tourist activities in Denver in $100 overnight) $80 3 $82 13 • 17.3 million overnight visitors 2018. The top shopping and $60 $71 $69 $70 entertainment centers were (in order): $40 2 (including 83 percent from $20 out-of-state) 1. 16th Street Mall 7.7 6.1 8.3 6.4 8.0 7.0 7.8 7.17.0 • A record-matching $6.5 billion 2. Cherry Creek BUSINESS MARKETABLE VISIT FRIENDS/ RELATIVES 2015 2016 2017 2018 total visitor spending, including 2015 2016 2017 2018 VISIT FRIENDS/ RELATIVES MARKETABLE TRIPS

TOURISM MARKETING CAMPAIGNS 2019

SPRING/SUMMER CAMPAIGN The campaign included television commercials, newspaper inserts, direct mail, radio ads, animated The largest tourism marketing campaign in Denver’s banners and eNewsletters, along with extensive social history was created and launched to attract business media, search marketing and public relations efforts. from May through September. The $7 million RECLAIM THE WEEKEND CAMPAIGN additional business. The ads focused on specific campaign targeted the specific markets of Chicago, VISIT DENVER worked with multiple partners, including

events happening within a short timeframe, Dallas, Houston and San Francisco, as well as Denver Botanic Gardens to promote Human|Nature: Thanks to new marketing funds from the TID, the such as the Winter Park Express ski train, nationally via digital media tactics. Figures from the Craig Ponzio Sculpture Collection; Bureau ran an “always-on” campaign designed summer holiday weekends, blockbuster History Colorado Center to promote Beer Here! to increase short-term regional visits to Denver, exhibitions, festivals, Broadway shows and only- The ads continued to lead with the tagline “Soak it All Brewing the New West; and blockbuster events like the specifically on weekends when hotels need in-Denver sporting events. In!” They promote the city’s 300 days of sunshine, craft Colorado Classic professional bike race, the Denver beer and spirits, fine dining, live music, arts and BBQ Fest, PrideFest and Denver Pop Culture Con. culture, attractions and events. WINTER CAMPAIGN

For the fourth year, VISIT DENVER implemented a winter tourism consumer FALL CULTURAL CAMPAIGN marketing campaign, targeting key in-state and regional markets, to encourage visits to The Mile High City in the first quarter of the year, as Kicking off just after Labor Day, the Fall Cultural campaign highlighted the many well as reaching the larger target markets of Chicago, Dallas, Houston arts and culture-related activities in the fall, all leading up to Denver Arts Week and San Francisco to encourage early planning for summer . in early November. The campaign focused on everything from Biennial of the Americas and Denver Fashion Week to the Denver Film Festival and Claude 14 The integrated campaign promoted the stellar events taking place in Monet: The Truth of Nature at Denver Art Museum, which also received its own, Denver in the early part of 2019, including the UIAA Ice Climbing World dedicated regional advertising campaign in partnership with the Museum.

Plan your Mile High getaway at VISITDENVER.COM Cup Finals; the Dior: From Paris to the World exhibition at the Denver Art Museum and Leonardo da Vinci: 500 Years of Genius at the Denver All combined, the tourism campaigns generated more than 800 million Museum of Nature & Science. impressions in 2019. PROGRAMS 2019

DENVER365 ONLINE EVENT CALENDAR: This comprehen- sive event calendar is an important cultural resource for Denver, and also a major component of the City’s IMAGINE 2020 citywide cultural plan. In 2019, the Denver365 section of VISITDENVER.com generated 1.7 million pageviews.

CULTURAL TOURISM MARKETING WORKSHOP SERIES: The Tourism Department launched new quarterly marketing workshops for cultural attractions, galleries and creative spaces designed to help them learn more about topics like Instagram and influencer marketing. The department works with Denver Arts & Venues, as well as SCFD (the Scientific and Cultural Facilities District) to Mile High Holidays and Mile High Tree: The Mile High Holidays promote and implement these free educational sessions. campaign received a huge boost in 2019 with the addition of the The workshops hosted a total of 81 attendees in 2019, TID-funded Mile High Tree — the tallest digital tree in North America many of which are SCFD Tier 3 organizations. as well as the tallest art installation in the history of Denver. Standing 110 feet high and 39 feet in diameter, the Tree featured pre-programmed light shows every 15 minutes using pixel LED technology choreographed to multicultural holiday music. The Tree DENVER 2-FOR-1 TIX: This program aims to sell attracted more than 113,000 visitors in 2019. On-site surveys last-minute tickets and provide free exposure for arts showed that around 29 percent of the Tree visitors were from & cultural organizations. The weekly e-blast reaches outside the metro area, 21 percent from out-of-state; and16 percent 13,751 subscribers with a 12 percent average open rate. of the total visitors utilized paid lodging.

Entering its 16th year, the full Mile High Holidays campaign is valued at more than $1 million. It is designed to increase hotel business at a traditionally slow time of year from Thanksgiving through the National Western Stock Show & Rodeo. The campaign showcases holiday events, shows at Denver Center for Performing Arts, lighting displays at attractions, and the New Year’s Eve fireworks on the 16th Street Mall (which is co-sponsored by VISIT MILE HIGH CULTURE PASS & CITYPASS: Denver CityPASS, a private attraction discount program available in many major cities, started in Denver in 2018 DENVER). An integrated ad campaign that includes social media 15 and public relations, along with a dedicated website, all promote featuring eight Denver attractions. A total of 1,678 CityPASS products were Denver as the perfect holiday destination. The campaign also sold through the VISIT DENVER website in 2019. The Mile High Culture Pass included dedicated advertising and public relations efforts for the offers a three-day pass to seven museums, with discounts to additional Latinx market. attractions. A total of 1,073 Mile High Culture Passes were sold in 2019. TOURISM INITIATIVES 2019

DENVER, COLORADO SOMETHING BLUE Portal hacia el mejor With more than 300 days of sunshine a year and gorgeous mountain scenery, Denver has countless picture-perfect places for getting married. @so_gnarcreativedivision esquí en los Estados Unidos. Settings like the world-renowned Red Rocks Park & Amphitheatre and the lush Denver Botanic Gardens are just the start. Go ¡Descubre esta ciudad caminable al aire libre, online for more ideas on outdoor and indoor venues and con especialidades culinarias de la granja a la additional complimentary wedding planning services. Free planning assistance at VISITDENVER.com/weddings mesa, siete equipos deportivos profesionales y numerosas tiendas! Explora cervecerías artesanales en el tour Denver Beer Trail y encuentra tu lado creativo en el Museo de Arte de Denver o en el barrio RiNo con música en vivo y murales de arte callejero en cada esquina. VISITEDENVER.com

LGBTQ+ MARKETING LATINX MARKETING GROUP TOUR, WEDDINGS & REUNIONS

Marketing efforts target LGBTQ+ travelers throughout the year, VISIT DENVER continues to integrate Latinx marketing efforts The Tourism Department generated 315 leads/partner referrals in with tactics aimed at increasing overnight visits during PrideFest, throughout the year with Spanish-language ads. Targeted these markets in 2019, and attended the American Association which in 2019 paid tribute to the 50th anniversary of the advertising promoted events like the CONCACAF Gold Cup soccer (ABA) Marketplace (Louisville, KY), meeting with 76 contacts Stonewall uprising in New York City with a series of exhibits match, the Denver BBQ Fest and Mile High Holidays. The during pre-scheduled appointments for travel companies that and events. VISIT DENVER hosted four LGBTQ+ journalists during Communications Department works closely with a contracted PR package and sell leisure group travel. PrideFest weekend in June. agency to assist in placing travel stories in target markets to increase awareness of all there is to see and do in Denver.

TOURIST GO THE EXTRA MILE INFORMATION CENTERS VISIT DENVER’s Go the EXTRA Mile program VISIT DENVER maintains continues to provide full- four Tourist Information day and customized Centers that serviced trainings for front-line staff nearly 358,000 visitors in the hospitality industry in 2019. with 149 people participating in 2019. 16 MARKETING 2019

Denver’s successful hosting of IPW 2018 was • For the first time, in collaboration with the the three-week event that welcomed 50,000 • Go West Summit (Boise, ID): Appoint- already paying off in 2019. U.S. Travel CTO, Denver had in-market representation at to 100,000 attendees per day. ments with travel companies from 19 Association’s IPW is the largest international the ITB China tradeshow, where meetings countries generated 102 contacts. travel trade show staged in the United States. were held with 29 top Chinese travel • VISIT DENVER created new “Denver Accolades about the Denver meeting continue companies. Travelogue” educational videos and added • ITB Tradeshow (Berlin, Germany): from travel trade clients and journalists, many of translated subtitles to the new “Get a Feel for Appointments were held with 116 travel whom experienced Denver for the first time. The • As a part of the March tourism sales mission Denver” video in nine languages. trade and media contacts in this, the final night at Red Rocks Park & Amphitheatre is to Mexico, VISIT DENVER partnered with CTO, world’s largest travel trade show. being called “legendary,” and the “best event in Denver International Airport (DEN) and • In 2019, the Tourism Department conducted the history of IPW.” AeroMexico to host a VIP event for travel 40 site inspections for 188 international • Mountain Travel Symposium (Whistler, company representatives and journalists at a travel trade representatives from 13 ): Held appointments with 42 Since then, the Tourism Department has tracked Colorado Rockies’ pre-season game in countries. travel companies from 10 countries to 39 new international travel packages or Monterrey. promote Denver as a pre/post-ski programs (13 in 2018 and 26 in 2019), all as a • The department implemented 132 destination. direct result of the travel companies attending • To celebrate United Airlines’ inaugural flight marketing initiatives to highlight Denver in IPW 2018 and experiencing Denver first-hand. from Denver to Frankfurt in May 2019, travel international markets, including a Red Rocks • Rocky Mountain International (RMI) company representatives attended a site promotion in Australia with touring musician Roundup (Spearfish, SD): Held VISIT DENVER also attended IPW 2019 in inspection of Denver and Colorado. Frankfurt Gregory Alan Isakov and the CTO; a magazine appointments with 40 travel trade Anaheim, California with 149 pre-scheduled ranks as Denver’s third-largest market in feature in America Journal (Germany) that contacts from 11 countries promoting appointments with travel companies for Denver, Europe. With United’s new service, DEN had included a 12-page Denver insert. Denver as the gateway to the region. as well as additional appointments in the 50 weekly nonstop flights to Europe in the Colorado Tourism Office (CTO) booth. There were summer of 2019, a 13-percent increase over • The Tourism Department represented Denver • ITB (China): Held appointments with 29 a total of 255 contacts generated at the show. the summer of 2018. at 13 international tradeshows and four sales top Chinese travel companies in missions in 2019, including: collaboration with the CTO. OTHER MARKETING HIGHLIGHTS IN • Denver was invited to be a founding INTERNATIONAL TOURISM IN 2019: member of the International Beer Festivals • Icelandair Mid-Atlantic Tradeshow • Brand USA Travel Week (, UK): Alliance (IBFA) along with Munich, (Reykjavík, Iceland): Appointments with This new tradeshow hosted travel • To increase awareness of the Edelweiss Air and Qingdao, China, home to the Tsingtao travel companies and airline sales staff company representatives from across nonstop flight from Zürich to Denver, yoga Brewery. In July 2019, VISIT DENVER attended from 13 countries generating 45 contacts. Europe; VISIT DENVER held 36 appoint- 17 sessions with beer tastings were hosted in the inaugural meeting of the Alliance at the ments and attended conference events the main Zürich train station, along with Qingdao Beer Festival which also featured a • Connect Travel Marketplace (Kissimmee, that generated 62 contacts. videos showcasing Denver and Colorado. PR, press conference, opening ceremony and FL): Appointments with travel companies radio, social media and print promotions exhibition booths for the four cities during from 18 countries generating 47 contacts. were also implemented.

COMMUNICATIONS HIGHLIGHTS 2019

annual Longwoods press conference, which generated widespread media coverage by announcing one of Denver’s best tourism years ever; and successful press conferences for Bureau- sponsored events such as Denver Week, Denver Beer The Communications Week, Denver Arts Week and Mile Department works High Holidays. with travel writers, influencers and In 2019, the team also distributed 53 press releases to local, regional social media to and national media and hosted generate travel nine local press conferences to stories about promote Bureau initiatives and Denver around the illustrate the importance of the world. Through In 2019, the communications travel industry to Denver’s team assisted 613 journalists with economy. press calls, press their Denver stories, generating In June, the PR team hosted 40 editors, trips, press releases 9,047 media placements and a The team hit the road to participate designers and photographers from the Modern and receptions, the record $89.8 million in in various proactive media activities Luxury publication group’s annual editors department advertising value! Key stories including the TravMedia meeting, an event that could generate as much maintains contact appeared in Forbes, New York International Media Marketplace as $500,000 in coverage across the country Times, Conde Nast Traveler, Lonely in New York City and the IPW from these high-end publications. with thousands of Planet, LA Times and Afar. Media Marketplace in Anaheim, journalists across where 40 pre-scheduled the globe, helping The communications team also appointments were held in one them with their hosted five travel writer receptions showcasing new and newsworthy Denver assign- 2019 RESULTS hotspots with VISIT DENVER ments. partners at Mythology Distillery, Woodie Fisher, Mission Ballroom JOURNALISTS MEDIA AD VALUE ASSISTED: PLACEMENTS: EQUIVALENCY: $ and the Science Behind Pixar 613 9,047 89,773,235 exhibit at the Denver Museum of Nature and Science. day. Out-of-market efforts also Additional press efforts included a included conducting 43 desk side Thanks in part to PR efforts, press conference at IPW in media meetings in New York City, including the hosting of IPW in Anaheim to an audience of nearly Chicago, Washington, D.C., Dallas, 2018, Denver was selected in 2019 300 journalists from 75 countries; Los Angeles and Houston. Lastly, by both Lonely Planet and the Rough a local press conference featuring the team hosted a total of 87 Guides as one of the Top 20 18 Mayor Michael B. Hancock and media FAM trips with 64 destinations in the world to visit in local members of the U.S. international journalists from 10 2020. Women’s National Team prior to countries, providing them with their departure to the FIFA tours, photos and key information Women’s World Cup in ; the to showcase Denver. SIGNATURE BRANDING PROGRAMS 2019

VISIT DENVER hosts a number of annual programs to develop the city’s brand, encourage local and regional tourism and generate national press.

DENVER RESTAURANT WEEK DENVER BEER WEEK DENVER ARTS WEEK

In its 15th year of promoting mile high dining, Denver Restaurant Denver Beer Week promotes Denver as America’s craft beer capital. Denver Arts Week was created to promote Denver’s vibrant arts Week continued the established 10-day long format, spanning two It is staged around the Great American Beer Festival (GABF), the scene to both a local and national audience. During its 13th year in full weekends, from February 22 – March 3 with more than 250 largest beer competition in the world. Denver Beer Week included 2019, Denver Arts Week once again offered a nine-day celebration restaurants participating. a regional campaign promoting more than 250 beer-related of “all things art” in The Mile High City. There were more than 200 events that happened around this suds-filled week. As part of participating organizations and 400 cultural events, including The three-tiered pricing structure continued as well, offering diners Denver Beer Week, the popular Denver Beer Trail brochure was Denver Film Festival and Denver Fashion Week, making it Denver’s a full, multi-course dinner for either $25, $35 or $45. The pricing expanded to include all of VISIT DENVER’s 40 craft brewery partners. largest arts festival. tiers, introduced in 2017, allow all restaurants to participate and Media efforts associated with Denver Beer Week generated more provide an opportunity for Denver diners to explore different than $3.4 million in earned media coverage and involved hosting Event highlights include the popular “Free Night at the Museums,” neighborhoods. A total of 254 restaurants participated. a Denver Beer Trail press tour for nearly 60 beer journalists. which attracted more than 15,000 visitors to 16 area museums; and “First Friday Art Walks” with more than 100 galleries and 10 DAYS 254 EVENTS organizations participating in seven neighborhood art districts. 19 254 PARTICIPATING RESTAURANTS $3.4 MILLION IN AD VALUE HUNDREDS OF THOUSANDS OF MEALS SERVED 59 WRITERS ON BREWERY TOURS 400 CULTURAL EVENTS 200 PARTICIPATING ORGANIZATIONS 15,000+ NIGHT AT THE MUSEUMS ATTENDEES SOCIAL MEDIA, INTERACTIVE & PUBLICATIONS 2019

SOCIAL MEDIA & WEBSITE PUBLICATIONS

Today, social media has become one of the major factors in travel marketing, Print still makes a major impression with visitors. The Bureau In addition, VISIT DENVER continually updates and prints and in 2019, VISIT DENVER broke all social media records with nearly 7 million prints 450,000 copies of the Official Visitors Guide in two guides to the city in Chinese, French, German, Italian, social media engagements. An expanded social video marketing program editions: Spring/Summer and Fall/Winter. The guide is Japanese, Korean, Portuguese, Spanish and English. The provided a fun look at the city with the “Comedians Doing Stuff in Denver” distributed at the Bureau’s four tourist information centers, as Bureau also produces niche guides for the African-American, web series. Five videos paired comedians with chefs, brewers, artists, cultural well as inside nearly 20,000 hotel rooms. The Bureau also Latinx and LGBTQ+ markets, while the Denver Dining Guide attractions and outdoor activities for an engaging look at the city. printed 15,000 copies of the 2019 Destination Planning catalogs all partner restaurants by neighborhood. Guide (DPG), which is distributed directly to a list of key On the web, VISITDENVER.com traffic has outpaced 2018 with a record 10.5 meeting planners, tour operators and international travel million visits. Traffic to the VISIT DENVER blog, named “best blog on Denver” professionals. by Feedspot, is up in 2019 with a very engaged audience. Average time spent on those pages has doubled to more than six minutes! A total of 73 new stories were added to the blog, which includes a popular weekend events post and “Only in Denver” posts that highlight unique stories across the city.

VISIT DENVER has also become a leader in website accessibility. The Bureau implemented AudioEye in 2019, a tool that offers disabled users a number of options to navigate the site. Those users can now better control their experience through audio, font size and contrast options no matter what device they are on. By partnering with AudioEye, VISIT DENVER was certified in meeting the globally recognized Web Content Accessibility Guidelines (WCAG) 2.0 Level AA Standards.

20 SIGNATURE BRANDING PROGRAMS 2019

WORLD CUP 2026

In June 2018, the United States, along with Canada and Mexico, won the rights to host the FIFA World Cup in 2026. Denver made the short list of cities to host up to six games in what would be the largest event in Denver’s history, with economic impact in excess DENVER SPORTS COMMISSION 2019 of $300 million.

The Denver Sports Commission, an affiliate of VISIT DENVER, had a To help secure Denver’s spot, which is expected to be announced busy year in 2019 working to pursue new sports events for Denver, in early 2021, Denver Sports spearheaded a far-reaching, while preparing for major international sporting events coming to statewide effort in partnership with Colorado Soccer Association the city. and Denver Broncos (Empower Field at Mile High would be the site of the games). COLORADO CLASSIC An official bid committee convened that has broad representation In 2019, the Colorado Classic transitioned to become North America’s among a wide group of stakeholders. To engage local supporters premier standalone women’s professional stage road bike race, and and raise awareness of the efforts, Denver Sports hosted a press one of the most prestigious in the world. The race brought 100+ conference and launched a statewide marketing campaign that professional women cyclists competing in four stages: Steamboat included a new website, social media accounts, videos, and Springs, Avon, Golden and a finale in Denver on August 25, 2019, events to sign up nearly 8,000 supporters! with huge crowds cheering the riders on along the entire route.

Denver Sports also made connections and recruited business at several networking events, including CONCACAF Media Day in Los Angeles, ACES Conference in Colorado Springs and the NASC Symposium in Knoxville, Tennessee.

KEY 2019 SPORTING EVENTS

USA Fencing Junior Olympics at the Colorado Convention NCVF Collegiate Club Championships at the Colorado Center Convention Center 21 UIAA Ice Climbing World Cup and BARBEGAZI Winter Division II Women’s Softball Championships at Metro Festival at Civic Center Park State University Colorado Crossroads Volleyball Qualifier at the Colorado North American Gay Volleyball Championships at the Convention Center Colorado Convention Center U.S. Women’s National Soccer Team vs Australia at Dick’s CONCACAF Gold Cup doubleheader at Empower Field at Sporting Goods Park Mile High Monster Energy AMA Supercross at Empower Field at Division II Women’s Volleyball Championships at Metro Mile High State University PARTNERSHIP HIGHLIGHTS 2019

The Partnership John, Ken and Tom Gart Mary Motsenbocker John Hickenlooper and Richard Sharf Department is DENVER AND COLORADO TOURISM HALL OF FAME responsible for Nearly 500 partners turned out for VISIT DENVER’s John, Ken and Tom Gart of the Gart Companies; generating private 20th Annual Tourism Hall of Fame Denver on and long-time international marketing expert revenue for VISIT The Partnership Department hosted 47 May 21, 2019 at the Seawell Ballroom at the Mary Motsenbocker. DENVER’s partner events in 2019, including New Denver Performing Arts Complex. The first event marketing efforts, Partner Orientations to help partners learn VISIT DENVER FOUNDATION was cancelled due to bad weather. A posthumous award was presented to the which totaled more more about how VISIT DENVER markets and “father” of Rocky Mountain National Park, sells Denver and how to get the most from Since 2000, the VISIT DENVER Foundation has Inducted into the Hall of Fame were former naturalist, writer and guide Enos Mills. than $3.3 million their benefits. distributed more than $1 million in Denver Mayor and Colorado Governor John in 2019. The scholarships to Colorado undergraduate Hickenlooper; the legendary Colorado family of Department also Other events included the monthly Spotlight, students pursuing higher education in the ensures that VISIT which allows partners an opportunity to fields of tourism and hospitality. Fundraising DENVER partners showcase their product and services to other comes from two VISIT DENVER Foundation partners and VISIT DENVER staff; and C.H.A.T., events: The Denver & Colorado Tourism Hall of receive full value a monthly networking event held at new Fame Dinner and the Chairman’s Cup and from their restaurants and attractions in Denver, such as Partnership Open Golf Tournament. In partnership The Jacquard Hotel & Rooftop, Acorn, The addition, since 2007, the VISIT DENVER Denver Art Denver Museum Kirkland Denver Center Wings Over Colorado Colorado investment. The Kitchen, Bierstadt Lagerhaus, Sarto’s and Foundation has donated a total of $120,000 Museum of Nature & Museum of for the the Rockies Railroad Rockies Science Fine & Performing Arts Museum Finance & Blanchard Family Wines. to Denver’s Road Home. Decorative Art Administration TOURISM STARS OF 2018 The Partnership Department also hosted two In 2019, $93,000 in scholarships was Department works Industry Updates that combine presentations awarded to 28 students. To date, a total of to assist all other from VISIT DENVER’s executive staff, followed 391 students have received scholarships to Seven “Tourism Star” awards were presented to Science – Dead Sea Scrolls and ¡CUBA!; Kirkland VISIT DENVER by a reception and networking opportunity. five Colorado universities that offer a degree organizations, attractions and events that had a Museum of Fine & Decorative Art; Denver Center departments and in tourism and hospitality: Colorado State significant impact on Denver’s tourism industry for the Performing Arts – Hamilton, Dear Evan Additionally, the department staged several University, Johnson & Wales University, during the preceding year. Winning “Tourism Hanson and Come From Away; Wings Over the to provide an workshops, including a series of “Google My Metropolitan State University of Denver, the Stars” in 2018 were Denver Art Museum – Rockies – Above & Beyond; Colorado Railroad efficient work Business” seminars to help partners expand University of Denver and the University of Degas: A Passion for Perfection and Dior: From Museum; and Colorado Rockies 25th environment. their exposure on Google’s products. Other Northern Colorado. Paris to the World; Denver Museum of Nature & Anniversary and 2018 Playoffs. workshops included How to Conduct a Site Tour and How to Use the Convention & Event sponsors were EKS&H, now part of Plante GOLF TOURNAMENT Meeting Schedule. Club, Molson Coors and OneTouchPoint. Moran, Cherry Creek , The event raised nearly $27,000 in Brownstein Hyatt Farber Schreck, Johnson & NEW PARTNER BENEFIT 2019 The 33rd Annual VISIT DENVER Chairman’s scholarship funds for students pursuing Wales University, Molson Coors, Colorado Cup and Partnership Open Golf higher education in tourism and Tourism Office, Impact Productions, Seawell 22 VISIT DENVER partnered with Threshold 360 Tournament attracted 112 golfers to hospitality. Ballroom and Epicurean Group. Event Partners to create a new free partner benefit. Threshold Arrowhead Golf Club on June 5. The team included 9News, Bouquets, CEAVCO Audio 360 captures 360° interactive videos of from FREEMAN took first place. Visual, The Curtis, Photography G, OneTouch- partner locations. These videos now appear Tournament sponsors included: Sage Point, Event Rents, kiMotion, FREEMAN and Lyft. on partner listings. Hospitality, Radisson Hotel Denver – Aurora, Top Golf Swing Suite, Stonebridge Companies, Grand Hyatt Denver, Hyatt Regency at Colorado Convention Center, Karsh Hagan, Denver Broncos Football GOVERNMENT & COMMUNITY AFFAIRS 2019

VISIT DENVER IS PROUD TO BE • Downtown Denver Partnership ENGAGED WITH THE FOLLOWING • Dr. Martin Luther King, Jr. COMMUNITY AND INDUSTRY Colorado Holiday Commission ORGANIZATIONS: • EAT Denver

• Girl Scouts of America • Amp the Cause • Hispanic Chamber of • Asian Chamber of Commerce Commerce of Metro Denver • Biennial of the Americas • I Have A Dream Foundation • CherryArts • Inter-Neighborhood The Government • City Club of Denver Cooperation & Community • Civic Center Conservancy • Japan America Society of Affairs Depart- Colorado • Colfax Marathon Partnership ment works to • Junior Achievement • Colorado Association of establish positive Destination Marketing • Kiwanis Club of Denver Organization relationships LOCAL LEVEL FEDERAL LEVEL • Latinas First Foundation VISIT DENVER continues to par- between VISIT • Colorado Black Chamber of • The Center on Colfax ticipate in a range of community- Commerce DENVER and In collaboration with the Colorado The U.S. Travel Association held its • Meetings Industry Council focused committees and boards • Colorado Business Committee elected Hotel and Lodging Association and including the Short-Term Rental annual legislative fly-in in for the Arts • Metro Denver Economic Colorado Restaurant Association, Washington, D.C. with several Development Corporation government Advisory Committee, National • Colorado Competitive Council VISIT DENVER engaged municipal Western Center Citizen Advisory hundred travel industry partners • Metro Mayors Caucus officials, local candidates seeking elected office from across the country attending. • Colorado Concern Committee, Colfax Marathon, • Mizel Institute communities, and through a tourism and hospitality Denver Moves, and others. VISIT DENVER participated with • Colorado Hotel and Lodging • National Western Center neighborhoods. questionnaire, the results of which fellow Colorado tourism Association/Metro Denver were shared with all VISIT DENVER STATE LEVEL representatives to meet with the Lodging Council • NEWSED partners. The organization looks Colorado delegation, including • Colorado Restaurant Association • Rocky Mountain Business Travel forward to partnering with newly The Tourism Industry Association newly elected House members, to • Colorado Ski Country USA Association elected and re-elected officials to of Colorado (TIAC) had another share details about the state’s • Colorado Society of Association • Rocky Mountain Chapters of promote the city. successful year engaging the strong tourism economy, the Executives ASAE, IAEE, MPI, PCMA, SGMP importance of international travel Legislature on issues important to • Colorado Sports Hall of Fame • Rocky Mountain Indian VISIT DENVER continues to provide the state’s vital tourism industry. and the need for maintenance of • Colorado Tourism Office Chamber of Commerce support to numerous organizations Tourism leaders developed our national . Many thanks to • Rocky Mountain International and programs that contribute to positive relationships with many members of the Colorado • Colorado Women's Chamber of Commerce the betterment and progress of our new members of the House and delegation, including lead sponsor • Scientific and Cultural Facilities District entire city. In May 2019, we joined Senate as well as with the new Sen. Gardner, who supported the • Denver Architecture Foundation with public, private and philan- administration. TIAC’s legislative reauthorization of Brand USA, the • Denver Department of Housing • Slow Food USA thropic partners to contribute reception was attended by U.S.’s marketing program to Stability • Tour Colorado resources for expanded day shelter approximately 25 legislators and increase international visitation. • Denver Film Society • Tourism Industry Association of and supportive services. Additionally, nearly 100 tourism professionals • Denver Metro Chamber of Colorado VISIT DENVER is participating in The Government and Community from around the state. Commerce • University Programs statewide the strategic planning efforts for Affairs Department keeps • Denver Police Foundation • Urban Peak 23 the City’s new Department of members informed on these • Denver Rescue Mission Housing Stability (HOST). activities and more through the • Urban Spectrum quarterly Policy Perspectives • Denver Theatre District newsletter, which has an open rate • Destination Colorado

of more than 30 percent.

BOARD OF DIRECTORS

Paul Andrews Evan Dreyer Greg Leonard Shane Stickel Sonia Riggs, CAE President & CEO Deputy Chief of Staff General Manager President & CEO President & CEO National Western Stock Show Office of Mayor Michael B. Hancock Hyatt Regency Denver at the Presidential Worldwide Transportation Colorado Restaurant Association Association Colorado Convention Center Tony Dunn Rob Venus Cathy Ritter Scott Bemis General Manager Todd D. Munson General Manager Director Director of Business and Community Sheraton Denver Downtown Executive Vice President FREEMAN Colorado Tourism Office Partnerships Director of Commercial Banking Plante Moran Joe Ellis Vectra Bank Sid Wilson Murphy Robinson President & CEO President Executive Director Luis Benitez Denver Broncos Football Club Cindy Parsons A Private Guide, Inc. Denver Office of General Services Vice President, Government Affairs Vice President, Market Planning & Global Impact Greg Feasel and Strategy COMMUNITY BOARD MEMBERS Laurence Rua VF Corporation Chief Operating Officer Comcast Corporate Regional Vice President Colorado Rockies Baseball Club John Adams Centerplate Matthew Burkett Allen Paty General Manager Founder & CEO Brent Fedrizzi General Manager Colorado Convention Center Joan Tezak The Flyfisher Group Co-President & COO DoubleTree by Hilton Denver Executive Director AEG Presents Rocky Mountains DoubleTree by Hilton Denver- JJ Ament Colorado Society of Association Jolon Clark Stapleton North CEO Executives President, Denver City Council Andrew Feinstein Metro Denver Economic Development District 7 CEO and Managing Partner Steve Ross Corporation Ginger White EXDO Development Managing Director Central & Executive Director, Denver Arts & Gabe Cohen Canada Sales Kim Day Venues General Manager, Rockies Region Jack Finlaw United Airlines CEO City & County of Denver Lyft President & CEO Denver International Airport University of Colorado Foundation Steve Sander LIFETIME BOARD MEMBERS Rob Cohen President Tamara “Tami” Door Chairman & CEO Christoph Heinrich Sander Marketing Group President & CEO Joy Burns IMA Financial Group Director Downtown Denver Partnership Former President & Owner Denver Art Museum Amanda Sandoval The Burnsley Hotel David Coors Denver City Council Mike Ferrufino Vice President, Next Generation Jeffrey A. Hochstadt District 1 President & CEO A. Barry Hirschfeld Beverages Chief Strategy and Development Hispanic Chamber of Denver President AC Golden Brewing Company Officer Dan Scherer A.B. Hirschfeld & Sons Western Union Senior VP, Mountain Plains Region Lee Gash-Maxey David L. Corsun Outfront Media Executive Director Edward A. Robinson Director & Associate Professor Walter L. Isenberg Colorado Black Chamber of Commerce Co-Chief Executive Officer Fritz Knoebel School of Hospitality President & CEO Adam Schlegel Robinson Management, LLC Management Sage Hospitality Resources, LLC CEO Deborah Jordy University of Denver Cumulus Etc Executive Director Ed Gerrity Bruce A. James Scientific & Cultural Facilities District Jerome E. Davis Shareholder Frank Schultz Jerry Goodwin Regional Vice President Brownstein Hyatt Farber Schreck, LLP CEO / Owner Amie Mayhew Xcel Energy Tavern Hospitality Group President & CEO Al Timothy Nick LeMasters Colorado Hotel & Lodging Navin C. Dimond President & CEO Janice Sinden Association HONORARY BOARD MEMBERS 24 President & CEO Cherry Creek North Business President & CEO Stonebridge Companies Improvement District Denver Center for the Performing Melanie Mills Governor Jared Polis Arts President & CEO Colorado Ski Country USA Mayor Michael B. Hancock

VISIT DENVER: EMPLOYEE DIRECTORY

EXECUTIVE John Craig Sheila Provenzano Lissa Hutchinson Chelsea Reinis TOURISM Hailey Travis Corporate Sales Manager, Sales Director, Destination Services Manager Marketing Manager Tourist Information Richard W. Scharf East Region Midwest Region 303.571.9421 303.571.9448 Jayne Buck Coordinator – Downtown President & CEO 303.571.9489 720.693.3275 [email protected] [email protected] Vice President, Tourism [email protected] 303.571.9415 [email protected] [email protected] 303.571.9442 303.892.1505 [email protected] Melissa Ryland, CMP Elise Trivers [email protected] Chandra DeVane Amanda Rodriguez, CMP Citywide Destination Social Media Manager ADMINISTRATION Hannah King Corporate Sales Manager, Citywide Sales Manager, Services Manager 303.571.9468 Angela Eyraud Executive Assistant West Region East Region 303.571.9404 [email protected] Tourism Coordinator Jeff Ruffe 303.571.9462 303.571.9420 303.571.9441 [email protected] 303.571.9482 Executive Vice President, [email protected] [email protected] [email protected] COMMUNICATIONS & [email protected] Finance & Administration Liz Perrott PUBLIC RELATIONS 303.571.9413 Carrie Atiyeh Harry Emerson Karah Sack Destination Services Lisa Bruening [email protected] Director, Government & Convention Information Convention Sales Manager, Coordinator Jesse Davis Senior Tourism Sales Manager Community Affairs Analyst Washington, D.C. Region 303.571.9464 Director, Communications & 303.571.9445 Aron Roberts 303.571.9466 303.571.9425 303.571.9426 [email protected] Public Relations [email protected] Administration & [email protected] [email protected] [email protected] 303.571.9450 Partnership Coordinator DENVER SPORTS [email protected] Jenna Crafton 303.571.9459 CONVENTION SALES Gysela Fillingham, CMP Deanna Bonifate Cultural Tourism Manager [email protected] Citywide Sales Manager, Convention Sales Coordinator Matthew Payne Ashley Geisheker 303.571.9423 Rachel Benedick West Region 303.571.9427 Executive Director, Associate Director, [email protected] Brent Box Executive Vice President, 303.571.9461 [email protected] Denver Sports Communications & Public Director, Information Sales & Services gfi[email protected] 303.571.9460 Relations Jenna VanOort Technology 303.571.9417 Kelsey Santistevan [email protected] 303.571.9451 Tourism Manager 303.571.9411 [email protected] Karrie Garcia Convention Sales Coordinator [email protected] 303.571.9446 [email protected] Executive Meetings 303.571.9439 MARKETING, CONTENT & [email protected] Vicki Aycrigg Manager, Corporate East [email protected] WEB OPERATIONS Rochelle Jones Paige Ranum Executive Assistant Region Communications & Public TOURIST INFORMATION Director, Human Resources 303.571.9401 303.571.9484 Sammy Verrill Justin Bresler Relations Manager CENTERS 303.571.9412 [email protected] [email protected] Convention Sales & Denver Vice President, Marketing & 303.571.9418 [email protected]

Sports Coordinator Business Development [email protected] Leah Edwards Gabbie Romano Jason Lusk, CMP Leah Gutstein 303.571.9403 303.571.9408 Manager, Tourist Associate Vice President, Executive Meetings [email protected] [email protected] PARTNERSHIP Information Centers Director, Accounting Convention Sales Manager, Associations 303.571.9456 303.571.9409 [email protected] 303.571.9424 East Region CONVENTION SERVICES Lexi Compton MC Genova [email protected] [email protected] 303.571.9430 Marketing & Communications Director, Partnership & Jillian Zachary [email protected] Vikki Kelly, CMP Coordinator Foundation Sarah Weiner Accounting & Human Cahal Mowery Director, Destination 303.571.9438 303.571.9440 Tourist Information Resources Manager Director of Convention Sales Riley Horton Services & Events [email protected] [email protected] Coordinator - DEN 303.571.9431 303.571.9443 Executive Meetings 303.571.9414 303.317.0629 [email protected] [email protected] Manager, Associations [email protected] Liz Johnson Lauren Huffer [email protected] West Region Associate Director, Marketing Partnership Services Manager Valerie Farrell Tim Litherland, CMP 303.571.9455 Tiffany Eck, CMP 303.571.9436 303.571.9405 Terrie Nall Accounting Assistant Director of Sports & Associate Director, [email protected] [email protected] Tourist Information 303.571.9437 Specialty Markets Viveca McDonald Destination Services Coordinator - Downtown [email protected] 303.571.9429 Executive Meetings 303.571.9449 Nate Ferguson Melissa Ramirez 303.892.1505 [email protected] Manager, Corporate [email protected] Content Manager Partnership Data & Systems [email protected] Joyce Shedd West Region 303.571.9470 Coordinator Tyler Adams 303.571.9444 Theresa Blankenau, CMP [email protected] 303.571.9481 Jim Watson 303.892.1112 Citywide Sales Manager, [email protected] Citywide Destination [email protected] Tourist Information [email protected] Corporate Services Manager Sarah Pitts Coordinator - Downtown 303.571.9419 Lester Robinson 303.571.9428 Digital Marketing Manager 303.892.1505 Phil Waneka [email protected] Sales Director, [email protected] 303.571.9496 [email protected] Information Technology Washington, D.C. Region [email protected] Specialist 303.229.0135 303.571.9416 [email protected] [email protected]

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