CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 1 The Calgary Hotel Association (CHA), our members andX.X million visitors partners are proud of what we achieved together in 2013. VISITORS The CHA welcomed two new CHA and four new Destination 7.5 million Marketing Fund (DMF) members, achieved record RECORD occupancy, invested a record $10 million in our tourism 73.1% partners and launched new partnerships during a toughXX.X% year record average occupancyaverage occupancy for Calgary tourism. So Proud ROOM NIGHTS Calgary’s peak-tourism season began with a devastating 44,044 of secured for sport, culture flood in June that swamped many Calgary communities and and major events businesses, and resulted in a loss of 32,000 room nights44,044 room nights secured for sport, % for Downtown DMF members. But more than the floodculture and major16.4 events growth Calgary itself, we will remember 2013 as the year DMF members in room nights secured for meetings, conventions pulled together with tens of thousands of Calgarians to help and major events everyone affected by the flood. 16.4%4 new That’s why all Calgarians can be so proud. growth in roompartnership nights secured agreements for meeting and conventions 4 new partnership agreements CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 2 CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 3 Reasons We’re Proud of 2013 NEW CALGARY CALGARY, OUR DOORS BEAKERHEAD STAMPEDE PARTNERSHIP NEW MEMBERS OPERA IN THE VILLAGE ARE OPEN CAMPAIGN TOUR OF ALBERTA Beakerhead lit up Calgary for a week of Following on the successes of the Calgary The CHA welcomed two new members in 2013: The Calgary Opera Company joined Calgary The Calgary, Our Doors are Open campaign The Union Cycliste Internationale-sanctioned spectacular fun in September. In its first year, Stampede’s 100th Anniversary in 2012, the Hilton Hampton Inn and Hilton Homewood Arts Development’s Remarkable Experience created by Tourism Calgary successfully Tour of Alberta became Canada’s most over 62,500 Calgarians and visitors enjoyed CHA and the Calgary Stampede signed Suites. There are now 59 CHA member properties Accelerator in 2013 to develop a new tipped the perception of Calgary in key prestigious cycling event. In September, 15 40 events that erased the line between a three-year partnership agreement. The representing 85% of available rooms in Calgary. production called “Opera in the Village.” markets from a city recovering from disaster of the world’s top cycling teams, many having art and science. Conceived and hosted in agreement gives CHA members the right to The CHA welcomed four new DMF members in Canada’s only outdoor opera festival to an attractive leisure destination. Overall just competed in the 2013 Tour De France, Calgary, Beakerhead is a shining example of sell Stampede event tickets on consignment 2013: Acclaim Hotel Calgary Airport, Days Inn premiered with great success, attracting many occupancy actually increased in 2013 despite raced along a scenic route from Edmonton to the ingenuity within Calgary’s cultural scene. at no risk and to advertise CHA member Calgary South, Hilton Hampton Inn and Hilton new sponsors and first-time operagoers. the flood. Calgary. Along the way, 41 million viewers in hotels on Kids’ Chuck Challenge Homewood Suites. There are now 45 DMF 162 countries learned about Calgary’s culture chuckwagon tarps. member properties whose voluntary contributions and attractions. to Calgary tourism marketing are projected to total over $11 million in 2014. CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 4 CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 5 A LETTER FROM the Chairman 2013 saw Calgarians transform natural disaster into civic vitality, and international media outlets like the New York Times and The Guardian recognized Calgary as a cosmopolitan contender. We Calgarians knew our city had the goods. We felt proud to see the world surprised by Calgary. And we at the CHA were impressed again and again by how successful our partners were in engaging a global audience about Calgary’s unique energy. April 2014 The award-winning campaigns “Calgary, Our Doors are Open” by Tourism Calgary, Travel Alberta and Mayor Nenshi, and “YYC is Open” by Calgary Economic Development and Calgary Chamber of Commerce showcased A MESSAGE FROM Mayor Nenshi our city’s resilience and spirit. The Remarkable Experience Accelerator, our partnership with Calgary Arts Development, helped the Calgary On behalf of my City Council colleagues and the citizens of Calgary, I am pleased to bring International Film Festival, Calgary Opera, and Sled Island exhibit an arts and music scene that had not just greetings to all of you reading the Calgary Hotel Association and Destination Marketing Fund recovered, but gone over and above. 2013 Annual Report. Beakerhead captured the Canadian imagination – and media – with its exuberant conflation of art and science. 2013 was a challenging year for our city, but one in which we showed just how strong we can be Sports events like the Tour of Alberta and WinSport’s Olympic qualifying events displayed our rich environment when we work together. Many Calgary hotels provided assistance to those who were evacuated and world-class facilities, while Tourism Calgary secured Food Network’s Top Chef Canada finale to broadcast from their homes during the June floods and the Calgary Hotel Association and Destination Calgary’s burgeoning culinary milieu. Marketing Fund was part of the effort to reassure visitors that Calgary was more than ready to welcome them back to our city. Less than two weeks after the flood, the Calgary Stampede orchestrated a massive recovery effort and opened its doors on time with success matched only by audacity. Meetings and Conventions Calgary continued to attract The CHA and DMF have an important role to play in ensuring that visitors to Calgary have a and grow business travel, and the Calgary Zoo declared its full reopening post floods with Zoolights. wonderful experience while they’re here, one that makes them want to come back again and again. Together with their community partners, they continue to create a reputation that attracts These organizations have the goods bringing record occupancy to Calgary year after year. With our investment, people and organizations from around the world to our city. I wish them a very successful 2014. they put the pedal to the metal, driving Calgary’s emerging cultural story regionally, nationally, and world-wide. My own pride in 2013 is rooted in gratitude. Thank you to my fellow board members for their prodigious time Sincerely, commitment over the past year, and to our members for their input and support. To our partners: the future looks good. Regards, Naheed K. Nenshi Mayor Dan McGowan Chairman CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 6 At the quadrant level, the CHA focused on marketing 1 member packages that combined overnight stays with anchor attractions in each quadrant. At the city-wide level, the CHA sought to change perceptions 2 about what Calgary offers visitors by supporting the innovators within Calgary’s cultural scene and promoting a standout variety of experiences. 2013 At the tourism partner level, we strengthened our partnerships 3 to provide CHA members exclusive offers to combine with Goals room nights. DMF Guiding Principles to Marketing Investment • Marketing initiatives should focus on critical needs periods when corporate travel drops off: December to April, weekends and summer (pre- and post-Stampede). • Leisure marketing initiatives should focus on high-yield, overnight visitation. • Marketing initiatives must provide measurable economic impact and/or significantly increase awareness of Calgary as a world-class tourism destination. CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 8 CALGARY HOTEL ASSOCIATION 2013 ANNUAL REPORT 9 CALGARY, OUR DOORS ARE OPEN CAMPAIGN INVESTMENT The Calgary, Our Doors are $390,000 Tourism Calgary was instrumental in salvaging Open campaign successfully minimized flood-related tourism RESULTS Calgary’s peak tourism season after a disastrous % losses during the summer of 48 year over year flood in June. The CHA worked closely with Tourism 2013. The campaign’s simple growth in VisitCalgary.com visits Calgary to encourage visitation after the flood and message, “our doors are open,” changed the conversation in % INVESTMENT to promote the full range of special experiences 81.6 the media from stories about post-Stampede occupancy $ 5 million available to visitors. Overall, 2013 was a solid year Calgary’s disaster to stories per year starting in 2014 for Calgary’s leisure travel industry. about Calgary’s resilience. The In May 2014, the CHA and Tourism Calgary partners very much appreciated Tourism plan to sign a long-term, open-ended that Mayor Nenshi agreed to be agreement that will benefit our members, the the face of the campaign. tourism industry and The City of Calgary. Calgary NEW BOARD STRUCTURE The new Tourism Calgary board will include five DMF members, five Tourism Calgary A NEW PARTNERSHIP members and one City of Calgary member. FOOD NETWORK: DERTOUR ACADEMY The CHA will also continue to hold a seat on TOP CHEF CANADA INVESTMENT INVESTMENT Germany is Calgary’s second- the Calgary Sport Tourism Authority Board. FINALE $125,000 largest European tourism $360,000 UNDER CONSTRUCTION The CHA worked with Tourism market, and DerTour Academy RESULTS RESULTS Calgary and Travel Alberta to is Germany and Scandinavia’s STABLE CITY FUNDING % entice the Food Network to 3,292,690 largest tour operator. Travel