Littlerock.Com SECTION HEADERS GO up HERE TABLE of CONTENTS TABLE

FEBRUARY 24, 2016

1 · LittleRock.com SECTION HEADERS GO UP HERE TABLE OF CONTENTS TABLE

3 EXECUTIVE SUMMARY 5 ORGANIZATION & LEADERSHIP 6 VALUE OF TOURISM 8 FINANCE & ADMINISTRATION 10 FACILITY OPERATIONS 17 SALES & SERVICES 22 MARKETING & COMMUNICATIONS 30 LRCVB SIGNATURE EVENTS 32 DESTINATION DEVELOPMENT IN 2015 34 FUTURE OUTLOOK LittleRock.com

2 2 · EXECUTIVE SUMMARY EXECUTIVE SUMMARY

2015 proved to be a banner year for the Little Rock Convention & Visitors Bureau (LRCVB). Tax collections were at an all-time high, utilization of the convention center continued to grow, new hotels and amenities were added to the destination, and the Robinson renovation project continued to make progress and remained on-time for completion in November 2016.

A very exciting addition to the destination in 2015 was the opening of the Outlets at Little Rock, Arkansas’s only outlet mall; and largest outdoor shopping center. Home to almost 75 businesses, and more development in the works, the center will be a huge draw for leisure tourism.

In 2014, LRCVB retained Crossroads Consulting to conduct a feasibility study for a potential indoor, multi-purpose, sports facility. The ﬁnal study was presented in March 2015 and evaluated the overall economic potential and quality of life impact of sporting events, as well as provided an analysis for building and operating the facility. Funding for the development of such a facility remains to be explored.

Financially, LRCVB continued to experience signiﬁcant revenue growth, with total tax collections up 6.57% over 2014, fueled by strong performances in both prepared food and hotel room sales. LittleRock.com

3 3 · The sales team had its strongest annual room night production since 2006, securing THE TRAVEL AND TOURISM 137,549 convention room nights, sending 360 leads for future bookings, and conﬁrming 253 tourism/motor coach tour bookings. Hotel occupancy in Little Rock was down INDUSTRY IS RECOGNIZED slightly in 2015, as a result of hotel room inventory growing by 3.4%. The average daily rate (ADR) increased by 3.8% to $87.51 and RevPAR increased 2.2%. INTERNATIONALLY AS A

Little Rock continues to garner tremendous media coverage, and the marketing and MAJOR ECONOMIC DRIVER. communications department continues to build on the new destination brand strategy AS THE #2 ECONOMIC

EXECUTIVE SUMMARY that was presented in 2013. The “with a southern accent” campaign is used to illustrate the true southern charm, and authenticity, of the city and its people. In addition, social media platforms continued to experience large increases. Web tra¢c has ﬂattened INDUSTRY IN THE STATE since the redesign in 2012; however a new design focused on creating a fully responsive site for mobile devises has been contracted for 2016. OF ARKANSAS, LITTLE

The facility operations team continued to shine in customer service scores received ROCK NOT ONLY SERVES by client surveys. The Statehouse Convention Center experienced another year of increased events and annual attendance. The overall facility usage at the convention AS THE STATE‘S CAPITAL, center was slightly higher than many recognized national averages, and in 2015 LRCVB managed facilities, combined, welcomed over 732,000 visitors. BUT THE LARGEST HUB FOR

The Travel and Tourism industry is recognized internationally as a major economic TOURISM. driver. As the #2 economic industry in the state of Arkansas, Little Rock not only serves as the state’s capital, but as the largest hub for tourism. Pulaski County welcomes over 5.7 million visitors annually. With the exciting additions in 2015, coupled with on-going destination development and announcements for future expansion, Little Rock is most assuredly going to continue to enjoy signiﬁcant growth in the travel and tourism sector!

Gretchen Hall. President & CEO, Little Rock CVB

LRCVB MANAGEMENT TEAM LittleRock.com

4 4 · ORGANIZATION & LEADERSHIP ORGANIZATION & LEADERSHIP ORGANIZATION

LITTLE ROCK CONVENTION & VISITORS BUREAU (LRCVB)

The Little Rock Convention and Visitors Bureau (LRCVB) is the o¢cial destination marketing organization for the City of Little Rock, charged with marketing and selling the city as a meeting, convention and visitor destination. The LRCVB also operates the Statehouse Convention Center, Robinson Center, River Market and multiple parking facilities. The organization is divided into four primary divisions: facility operations, sales & services, marketing & communications, and ﬁnance & administration. LITTLE ROCK ADVERTISING & PROMOTION COMMISSION

The Little Rock Advertising & Promotion Commission is the governing body for LRCVB. It is a volunteer board consisting of seven members – two City of Little Rock elected o¢cials, four business owners within the Little Rock hospitality industry and one at-large position.

Capi Peck, Chair Mayor Mark Stodola Larry Carpenter PHYLLIS LUCAS City Director Gene Fortson NAMED AR HOSIPITALITY Warren Simpson ASSOCIATION’S Pamela Smith MANAGER OF THE YEAR Philip Tappan

LRCVB EXECUTIVE TEAM JOHN MAYNER EARNED A ALAN SIMS Gretchen Hall, President & CEO CERTIFIED EARNED THE DESTINATION TRAVEL MARKETING Jim Rice, Sr. Vice President & COO MANAGEMENT PROFESSIONAL (TMP) Nikki Parnell, Sr. Vice President - Finance & Administration EXECUTIVE (CDME) CERTIFICATION DESIGNATION Alan Sims, Vice President - Sales & Services John Mayner, Vice President - Marketing & Communications

LRCVB MANAGEMENT TEAM Kim Berry Dan Limke Ionette Neal Executive Assistant to the SVP/COO Creative Services Manager Senior Director of Tax Revenue

James ‘Doc” Doolittle Libby Lloyd Charlie Oppedisano Senior Director of Facilities Maintenance/Engineering Communications Manager Retail Sales Manager

Bobby Green Johnny Loney Kim Sanders Security Supervisor Auxiliary Services Manager Human Resources Representative

Randy Guptill Diana Long Susan Sanders Director of Technical Services Director of River Market Operations Controller

Norman Hale Phyllis Lucas Gwen Stallings Parking Manager Senior Director of Event Operations Building Services Supervisor

Ricardo Henderson Jennifer Willis LittleRock.com Building Services Supervisor Convention Services Manager

5 5 · VALUE OF TOURISM VALUE OF TOURISM VALUE

TOURISM IMPACT IN PULASKI COUNTY

2014 TRAVEL SPENDING IN ARKANSAS COUNTIES

GARLAND $686,946,901 10.26% PULASKI SEBASTIAN $418,883,990 6.25% $1,676,803,951 WASHINGTON $373,114,788 5.57% 25.03% BENTON $319,462,363 4.77% OTHER 70 ARKANSAS COUNTIES $3,223,289,029 48.12%

TOTAL $6,698,501,022

Source: Arkansas Department of Parks & Tourism 2014-2015 Annual Report

2014 ANNUAL VISITORS IN ARKANSAS COUNTIES GARLAND 2,744,415 10.60% WASHINGTON 1,556,358 6.01% SEBASTIAN 1,401,889 5.42% PULASKI BENTON 1,388,707 5.36% 22.04% OTHER 70 ARKANSAS COUNTIES 13,087,824 50.56% 5,705,853 TOTAL 25,885,046 Source: Arkansas Department of Parks & Tourism 2014-2015 Annual Report LittleRock.com

6 6 · ARKANSAS VISITOR PROFILE TOURISM IMPACT IN ARKANSAS PRIMARY ORIGIN MARKETS FOR OVERNIGHT LEISURE TRIPS VALUE OF TOURISM VALUE

# OF VISITORS INCREASED TO ALMOST 26 MILLION

TEXAS 12% 2014 VISITORS SPENT > $6.6 BILLION MISSOURI 7% OKLAHOMA 5% AVERAGE TRIP EXPENDITURE IS $258 PER TRIP TENNESSEE 3% GENERATED $344 MILLION IN STATE TAXES LOUISIANA 3% AND $126 MILLION IN LOCAL TAXES

TOURISM IMPACT IN PULASKI COUNTY

TRAVEL GENERATED: EMPLOYMENT PAYROLL STATE TAX LOCAL TAX 12,978 JOBS $317,664,084 $63,883,740 $28,586,310

PULASKI COUNTY ACCOUNTS FOR 22% OF THE TOTAL VISITORS TO ARKANSAS 25% OF THE TOTAL TRAVEL EXPENDITURES IN ARKANSAS 21% OF THE TOTAL TRAVEL RELATED EMPLOYMENT IN ARKANSAS

Source: Arkansas Department of Parks & Tourism 2014-2015 Annual Report

ANNUAL PULASKI COUNTY VISITORS

5,800,000 5,700,000 5,600,000 5,500,000 5,400,000 5,300,000 5,200,000 5,100,000 5,000,000 2008 2009 2010 2011 2012 2013 2014 LittleRock.com

7 7 · 8 8 · LittleRock.com FINANCE & ADMINISTRATION contracted services. Human Resources whichprovides Department, certain serves astheprimaryliaison to ofLittleRock theCity coordinating employee training. also Thedepartment administration, securing annual employee benefitsand Human Resources isresponsible for personnel andpayroll contract renewals, vendor andprocurement. bidding, within Finance &Administration. Purchasing coordinates Purchasing andHumanResources are departments coordination oftheexternal audit. reporting, budget andcost benefitanalysis, aswell as preparation for multiple locations, recordkeeping and services including cash management, financial statement Robinson Center project. provides Thedepartment and execution ofthefinancial management ofthe amount oftimewas also dedicated to theoversight produce monthly financial statements. Asubstantial in 2015,whichreduced theamountoftimeneededto The Accounting improved Department several processes resulting inimprovements to customers’ experiences. projects improve will wireless connectivity andcoverage, infrastructure projects that beginin2016.These will the needsofRobinson Center andsome large scale IT systems. also Thedepartment began planning for in order to maintain theintegrity oftheorganizations much of2015onproviding neededhardware updates The Information Technology also Department focused and e¢cienciesimproved customer service. forms. Theresult ofthese e±orts was increased accuracy a barcoding system to beused onthemonthly tax return 2015, theInformation Technology developed Department a thorough integration ofthemanagement systems. In streamlined andautomated more processes resulting in The Tax andAccounting successfully Departments completed correctly. with thecompletion oftheirreturns so future returns are allow theorganization to inform permitteesofanyissues lodging andprepared food establishments. These audits 16 years ofexperience to beginconducting auditsofboth In thelast quarter of2015,LRCVB hired anemployee with Stateincluding theArkansas Fair, whichreported a51% increase over theprevious year. increasing by 14% to $2.7 Contributing million. to inpart theincrease inprepared food collections was thenotable success oflocal festivals, results withcollections from prepared food establishments increasing by 21%to in2015andlodging $10.5million establishment collections Over thepastten years, LRCVB hasseen tax collections increase $3.9 or42%. million Specifically, thelast five years have shown thegreatest LRCVB collected arecord intax $13million revenue in2015,indicating avery successful year for theLittle Rockhospitality industry. as the“A&P Tax” orthe“hospitality tax”. Thetax iscollected ongross receipts Rocklodging ofLittle andprepared food establishments. The Tax oftheFinance Department &Administration Divisioncollects thetwo percent (2%)Advertising &Promotion tax, also referred to ADMINISTRATION FINANCE & $2,600,000 $2,400,000 $2,500,000 $2,650,000 $2,300,000 $2,450,000 $2 $2,250,000 $2,550,000 $2,350,000 $10,000,000 $14,000,000 $12,000,000 $8,000,000 ,700,000 FULL SERVICE RE FA LIMITED SERVICE HOTELS ST 86000$,0,0 90000$,0,0 98000$10,400,000 $9,800,000 $9,400,000 $9,000,000 $9,200,000 $8,600,000 FULL SERVICE HOTELS FOODRE 0 0 0 0 1 1 1 1 1 ‘15 ‘14 ‘13 ‘12 ‘11 ‘10 ‘09 ‘08 ‘07 ‘06 A&P TAX COLLECTIONS 2006-2015 CONCESSIONAIRES 2015 TAX COLLECTIONS BY TYPE rprdFo salsmnsLodgingEstablishments Prepared Food Establishments PRIVATE CLUBS MOBILE UNITS 1 1 1 1 ‘15 ‘14 ‘13 ‘12 ‘11 TAX REVENUEBY TYPE ST ST AURANTS AURANTS CA TERERS $6,215,000 $2,005,000 $3,156,000 $7 $693,000 $144,000 $119,000 $39,000 82 ,000

2015 TOTAL REVENUE-$16.56MILLION 4% Parking Operations Debt Service 18% Management Hotel Lease& 1% Fa 41% cility Operations 2015 TOTAL REVENUE-$16.56MILLION 2015 TOTAL EXPENDITURES St at Gener ehouse Convention Center Str al Manag at egic Pa Meeting &Technic Administration ement rtnerships &Sponsorships 4% Finance & Communications Sal 10% es &Services Tax Receipts Marketing & 11% al Servic 80% 16% 8% 4% 3% es 9 9 · LittleRock.com FINANCE & ADMINISTRATION FACILITY OPERATIONS

The Facility Operations Division, under agreement with the City of Little Rock, is responsible for the operation of Statehouse Convention Center, Robinson Center, the municipal parking garage at Robinson and the parking decks at 2nd and Main Streets, as well as 2nd and River Market Avenue. In addition, under a Memorandum of Understanding with the city, LRCVB is also the management entity of the River Market. These responsibilities include Ottenheimer Market Hall, two 6,000 sq. ft. outdoor pavilions, the 7,500 seat First Security Amphitheater and all surface parking within Riverfront Park. Additionally, the division has direct operational responsibility, and serves as

FACILITY OPERATIONS FACILITY contract liaison, between the city-owned hotel properties (Marriott Little Rock and DoubleTree by Hilton) and the Little Rock Advertising & Promotion Commission. Lastly, the facility operations division manages the commission owned parking lot on Block 2, directly across from the Statehouse Convention Center. 2015 YEAR IN REVIEW

2015 was dominated by the management and oversight of the Robinson Center renovation project. Tremendous progress was made and 18 months into the project, it remains within budget and on-time for substantial completion, and occupancy, in November, 2016. Resident companies, the Arkansas Symphony Orchestra and Celebrity Attractions, are currently in their second season outside of Robinson and are anxious to return home when the new hall is completed for the 2016-2017 season. Both have been very involved in the project planning process. Statehouse Convention Center business levels continued to increase in both usage and revenue. The River Market also hosted a variety of programs, including a great Farmers’ Market season, Jazz in the Park series, Movies in the Park, and many other activities. New uniforms were also developed, and purchased, in 2015. The new, brighter color, provides more visibility and aligns better with the LRCVB logo and brand initiatives. The division, as a whole, continued to receive high service scores on client surveys. In addition, numerous capital projects were completed throughout the year, including:

• Replaced chilled water system (phase I) in Statehouse Convention Center • Completed LED lighting projects in Statehouse Convention Center Governor’s Halls • Completed LED lighting retro-fit in Statehouse Convention Center exterior entrance and Toltec Lobby • Contracted and began major structural steel repair in the Robinson Center Parking garage • Completed exterior painting of the Statehouse Convention Center • In conjunction with the installation of new signage and exterior art, the parking deck located at 2nd & Main Streets was renamed Convention District Parking Deck • Meeting room area upgrades in the hallways, including painting, wall paper and art • Planning and purchase of new parking equipment for Robinson Center Parking garage as well as the Convention District Parking deck. Installation, first quarter, 2016 • Engineering and capital planning for 1982 escalator replacement, Statehouse Convention Center • River Market elevator foyer floor replaced and repaired • Structural repair of the Statehouse Convention Center air wall system LittleRock.com

10 10 · 400 200 200 300 250 100 100 150 50 0 0 TOT Sports/Hobby (including Farmer Tr Meeting & Luncheons Banquets, Receptions Dance/P Sho Convention Rehear ade Show/Exhibits ws ALS EVENT TYPE sa arty l RIVER MARKET2015 0921 012012 2011 2010 2009 0921 012012 2011 2010 2009 s’ Market) EVENTS # OF 195 49 58 26 37 17 4 3,500 2 2 STATEHOUSE CONVENTIONS CENTER STATEHOUSE CONVENTIONS CENTER PA 42 269,259 105,418 15,890 DAYS 22,391 3,600 3,821 TRON 200 4,0 FACILITY USERDAYS 79 TOTAL EVENTS ST Convention Recital Graduation TOT Exams Sports Consumer Show Meeting & Luncheons Banquets, Receptions Dance/P Sho ATEHOUSE CONVENTION CENTER2015 ws ALS EVENT TYPE /C 032014 2013 032014 2013 arty ompetitions EVENTS # OF 218 60 58 42 19 99 9 6 4 4 7 PA 308, 144,260 20,407 12,200 DAYS 16, 30,831 68,811 2, 3,175 TRON 440 ,150 2015 2015 73 42 43 0 8 2 11 11 · LittleRock.com FACILITY OPERATIONS CONVENTION CENTER COMPARISONS

Comparison information provided via 30th volume of PwC Convention Center Report 2014, which evaluates trends in the North American convention industry.

ANNUAL EVENT VOLUME BALLROOM OCCUPANCY 315 2015 SHCC BALLROOM OCCUPANCY 317 PWC COMPARISON PWC COMPARISON SHCC BALLROOM -‐REGIONAL CONVENTION CENTER -‐LESS THAN 100,000 SF

FACILITY OPERATIONS FACILITY 300 306 EXHIBIT SPACE 285 49.38% 39.00% 41.00% 270 276 STATEHOUSE PwC Comparison - PwC Comparison - CONVENTION REGIONAL LESS THAN 100,000 2015 SHCC BALLROOM OCCUPANCY CENTER CONVENTION S.F. EXHIBIT SPACE PWC COMPARISON PWC COMPARISON CENTER SHCC BALLROOM -‐REGIONAL CONVENTION CENTER -‐LESS THAN 100,000 SF EXHIBIT SPACE ANNUAL ATTENDANCE 49.38% 39.00% 41.00% 600,000 500,000 2015 SHCC BALLROOM OCCUPANCY 522,700 400,000 PWC COMPARISON PWC COMPARISON 300,000 SHCC BALLROOM -‐REGIONAL CONVENTION CENTER -‐LESS THAN 100,000 SF 200,000 308,432 269,500 EXHIBIT SPACE 100,000 0 308,432269,500 522,700 STATEHOUSE49PwC.3 8%Comparison - PwC Comparison39.00% - 41.00% CONVENTION REGIONAL LESS THAN 100,000 CENTER CONVENTION S.F. EXHIBIT SPACE CENTER

Figures for “All Events” represent all center events regardless of event type or space utilized (exhibit hall, ballroom, multi-purpose, etc.). Events are defined as one activity or a series of related activities. For example, either a three-day conference or single three-hour local banquet would be classified as a single event. Further, a banquet that is part of the conference would not be classified as a separate event. Event Volume = total days the facility was in use.

ANNUAL EXHIBIT HALL OCCUPANCY BY TYPE 50% 11% 9% Other 40% 12% 30% 13% 12% Consumer Shows 14% 20% 22% 23% Conventions 10% 14%

STATEHOUSE PwC Comparison - PwC Comparison - CONVENTION REGIONAL LESS THAN 100,000 CENTER CONVENTION S.F. EXHIBIT SPACE CENTER

Occupancy is calculated as the ratio of occupied square foot days (OSFD) to available square foot days (ASFD). These two terms refer to the gross square feet of space occupied or rented during the year as a percent of the total amount of space available for rent. It has been recognized industry-wide that the “practical” maximum exhibit hall occupancy rate is approximately 70 percent and the “e¢cient” LittleRock.com range is considered to be approximately 50 to 60 percent. Occupancy levels less than 50 percent generally suggest the existence of marketable opportunities or open dates, while an occupancy rate above 60 percent increases the potential for lost business or “turn-aways.”

12 12 · OCCUPANCY BALLROOM CLIENT SURVEYS 4.64 CLE OF FA 4.80 Cl U F5OTO U F5OTO OUTOF5 OUTOF5 OUTOF5 OUTOF5 OUT OF5 professionalism Sal eanliness ofMark ANLINESS process & es Mana CILITY 4.50 ge r/ service &professionalism MEETNG RO 4.83 CO et Hall Event Coordina .84. 4.88 & FA MFORT OF CILITY OM to S r/ Cashiers/friendliness U F5OTO OUTOF5 OUTOF5 OUT OF5 .543 4. 4.38 4.35 & professionalism Cl 4.57 ACC RO eanliness ofGr Manag responsiveness 4. OM SETUP URACY OF LRCVB STAFF LRCVB FACILITY OPERATIONS er onDut 79 33 OTTENHEIMER HALL PARKING FACILITIES ounds y/ knowledgeable &helpful) 4.54 (presence, a Sa AND FA 4. EQUIPMENT VALUE OF fe SERVICE ty andSecurity Ocers Lighting &Securit 77 CILITY tt S, Friendliness ofSta entive 4.44 , 4.62 CONDITION OF Over EQUIPMENT 4. PROVIDED with in-house Audio Visual all experienc yC 75 /V endors e 4.63 CONDITION OF FA le OVERALL anliness 5=excellent)5=excellent) 2=fair,2=fair, 3=good, 3=good, 4=very 4=very good, good, facilities.facilities. Scale Scale of1to of1to 5(1=poor, 5(1=poor, 500+ annualevents500+ annualevents inLRCVB inLRCVB Sta andservice scores for the 33 CILITY Variety ofFood Vendors 4. 75 SATISFACTION 4.62 OF FA OVERALL CILITY 13 13 · LittleRock.com FACILITY OPERATIONS ROBINSON CENTER RENOVATION FACILITY OPERATIONS FACILITY

The historic restoration, renovation and expansion made great progress in 2015. With the success of a special Little Rock election on Tuesday, December 10, 2013, to dedicate the existing 2% A&P tax for the repayment of bonds to fund the Robinson Center project, the building o¢cially closed for construction on July 1, 2014. The renovation has been called Robinson Center’s “intermission”, noting that the grand re-opening will be Robinson’s “Second Act”.

The 1939 structure is receiving major interior upgrades within the performance hall including, additional vertical volume creating a two tiered balcony, increasing lobby space, acoustical improvements, theatrical upgrades, loading dock expansion, a larger stage area, and new dressing room facilities. In addition, an enhanced and modern ballroom and conference center is being added to the north side of the building. New technology, LEED certiﬁcation, mechanical systems, and parking garage entrances into the facility are also included in the project.

Major milestones for the project that were met in 2015 included the successful completion of the demolition phase, the erection of the conference center, and the placement of most glass and roof structure. In addition, the new balcony structures, box seating and multiple stairways were added. A “topping out” ceremony took place on July 1, 2015 to celebrate the progress and place the ﬁnal steel beam structure.

Almost $49 million in construction contracts have been awarded thus far and more than 960 subcontractor employees have participated in the project to date. In addition, almost 90% of total construction waste and debris has been recycled. This includes dirt, metal, brick and concrete, totaling over 11,000 tons! The facility is scheduled for substantial completion by November 2016. LittleRock.com

14 14 · 15 15 · LittleRock.com FACILITY OPERATIONS FACILITY OPERATIONS FACILITY

· CONCRETE · METAL · BRICK · WOOD · CARDBOARD · DIRT

To provide on-going project updates throughout construction, the marketing team developed a special website with renderings, construction photographs, press releases and other project information. This website will continue to be updated until the o¢cial re-opening.

Construction of the Joseph T. Robinson Memorial Auditorium began in 1937 and o¢cially opened in December 1939. The structure was a WPA (Works Progress Administration) project, and is an excellent example of the Art Deco style architecture of the time. The building was added to the National Register of Historic Places in 2007. The facility is owned by the City of Little Rock and managed by the Little Rock Convention & Visitors Bureau. ROBINSONCENTERSECONDACT.COM LittleRock.com

16 16 · SALES & SERVICES SALES & SERVICES SALES

The mission of the Sales & Services division is to bring more visitors to the City of Little Rock, ﬁlling hotels and restaurants. Identifying new business opportunities is key to future success. Interest in Little Rock has increased over the past four years, as evidenced by the increase in bookings and new business opportunities the team has generated. To continue to be successful being creative, motivated, and strategic will be key. 2015 YEAR IN REVIEW

Following an outstanding sales performance in 2014, the Sales & Services Team was challenged to reach a fourth consecutive year of positive definite room night booking growth. 2015 proved to be a banner year and the accomplishments of the sales team are supported by a key measure of success; the impressive growth levels of visitor tax collection from both hotels and restaurants. The team also exceeded the number of new business leads from the prior year, achieving an average of almost one per day at 360 leads for the year. This increase in new booking opportunities was also reflected in definite room night performance which achieved 106.6% of goal, representing the highest performance numbers in nine years, at 137,549!

The retention of the City’s most significant annual summer convention was solidified with the groundbreaking, and current construction, on the new World Headquarters of ATA International. This development confirms Little Rock as the host city of the organization’s annual International Expo and World competition for the next 20 years. News of other construction impacting the meetings and conventions industry are continuing to focus attention on Little Rock. The timely development of the new Robinson Center has resulted in advance pre-opening interest and is already generating new business opportunities and definite bookings.

The sports market continues to be the single largest demand generator, producing more than 50,000 deﬁnite room nights. Unlike most meetings and conventions that require multiple hotels in close proximity and/or convention center support, sports related groups utilize all levels of hotels and restaurants throughout the city, most often in suburban areas. Although this market segment has the most potential for additional growth it will require a commitment to develop new sports facilities and the upgrade of existing facilities.

The tourism market continues to develop and evolve, leading to one of the best performing years on record. The development and industry acceptance of the Destination Marketing Association International Economic Impact Calculator has allowed us to identify the impact of emerging markets on Little Rock tourism. Benchmarks have been established to help us accurately measure the contribution and performance of group travel, festivals and events moving forward. LittleRock.com

17 17 · 18 18 · LittleRock.com SALES & SERVICES 400,000 Strategic initiatives that contributed to asuccessful 2015: 100,000 120,000 40,000 80,000 60,000 20,000 • • • • 0 MINING FORGOLD:Prospecting to identifynew continued bookingopportunities RELATIONSHIP SELLING:After successfully hosting aregional HelmsBriscoe event SELLING:WithaprovenEXPERIENTIAL track record ofsuccess, whenpotential FRONT-OF-MIND: the sales team, aswell ashotel andindustrypartners. utilizing onlinee-tools to teach more e±ective ande¢cientprospecting activities for to develop andevolve. Goneare thedays ofcold calling. Training was conducted upgraded level ofpartnership withConferenceDirect isnow beingexplored. mouth marketing, relationship development andincreased performance. Asimilar Partnership in2015.Thisrelationship continues to pay dividendsthrough word-of- clients andresulted inactual bookings, LRCVB significantly enhanced thePreferred in 2014that introduced LittleRockto 75 meetingplanners, whomanage multiple to produce great results. industry specificconventions continue. will Itisasuccessful formula that continues strategy ofcreating to opportunities expose LittleRockto new clientsby hosting Market Meetings Conference withmore than80meetingplanners. Thislong-range ofasiteRock aspart visit,orhosted meetingplanner conference, includingtheSmall scelecting greatly thecity increases. Thispastyear 220individuals experienced Little clients actually visitandexperience Little Rockfirst hand,theoddsofthem representing asignificant poolofpotential new business. Front-of-mind iscritical withthese targeted clientswhomanage multiple accounts key decisioninfluencers at thepointofdestination research andsite selection. meeting planners. Thispartnership immediately positioned Little Rockinfront of primary research andlead distributiontool used by independentandthird party 0820 002011 2010 2009 2008 LRCVB entered into astrategic partnership withCvent, the

DEFINITE ROOM NIGHTBOOKINGS 2012 2013 BUSINESS OPPORTUNITIES, DEVELOPING THOSE INTO CONVERTING THEMINTO THE SALES ANDSERVICES 042015 2014 NEW BOOKINGS AND NEW BOOKINGSAND TEAM ISEFFECTIVELYTEAM DISCOVERING NEW REPEAT BUSINESS FORTHECITY. NOVEMBER SEPTEMBER DECEMBER FEBRUARY OCTOBER JANUARY AUGUST MONTH MARCH TOT APRIL JUNE MAY JULY ALS 3,968 Multicultur (ITYF 5 YRAV YEAR 2014 2015 2013 2012 2011 TY =InThe SITE VISIT 9, Government G 1220 91 21 112 11 11 11 46 51 5 71 77 34 38 3 410 Faith Based 11, RM NTS SMERF/Other 6,361 ITYF 24 Corpor 123,820 93,038 43,204 75 58,100 0832,8 ,8 ,8 1,451 2,285 8,580 24,889 80,863 Ye 86,151 al ar For TheYe ,7 7 AT TY 83 TENDEES 28 27 13 9 4 FOLLOWING 2015 SITEVISITS 22 32 at 5 YR RMNTS e ar) 23,857 26,0 33 31,5 9, 83 ,148 ROOM NIGHTS BY MARKETSEGMENT 33 71 8 POTENTIAL RN’S DECEMBER YEAR-END PERFORMANCE LRCVB 2015BOOKINGPA TOT 47,458 11,834 2, 2, 2, 1, 2, Tourism 10,654 3,991 7, 9, 1,139 70 RM NTS 75 97 2 YEAR 2 YEAR 465 42 73 37 913 153 8,885 2,303 19 AL 9 0 3,891 8,129 2 6 2 4 ,691 RM NTS 3 YEAR 3 YEAR 5,234 1,096 4,514 TOT 582 0 AT AL POTENTIAL TENDEES 63,100 34,105 1,100 7,800 6,585 1,580 1, 1, 1,535 69 350 ,9 ,9 70 75 RM NTS 4 YEAR 4 YEAR 30 75 0 0 0 1,382 5,143 380 349 0 CE REPORT RM NTS 5 YEAR 5 YEAR 3,452 24 739 0 0 0 5 RM NTS St 6 YEAR 6 YEAR 6,994 2, 1,997 Na 24 at 74 0 0 50 e Associa 5 tional Associa RM NTS 7 YEAR 7 YEAR 3,278 1, 983 63 0 0 9 6,219 tion Sports 69 RM NTS 5,605 121,787 128,326 127,498 TOT 137,549 115,662 99 ,4 tion ,9 46 AL 02 19 19 · LittleRock.com SALES & SERVICES 20 20 · LittleRock.com SALES & SERVICES night bookinggoals. data. Thisallows usto more accurately communicate, forecast, identify, compete, andclose potential business to achieve definite room Trends, Analysis, andProjections, known astheTAP utilizeshistorical Report, data to develop andapply algorithms to current booking TAP REPORT SMITH TRAVEL RESEARCH Tentative RoomNights Tentative Events Source: SmithTravel Research Conversion Pe Conversion Pe Lost Events Total DemandEvents Pa Lost RoomNights Total DemandRoomNights LRCVB Pa Definite RoomNights Definite Events Consumption Benchmark Variance Pa LRCVB Consumption Benchmark Variance LRCVB Pa Little RockDownt Hot Springs,AR North LittleRock,AR Montgomery, AL Birmingham, AL Northwest AR Memphis, TN Jackson, MS Little Rock,AR Wichita, KS Tulsa, OK Oklahoma Cit ce ce LITTLE RO LITTLE Pe Ta LITTLE RO LITTLE rc rg entag ce ets ce y, Pe Ta OK CK RO rc rc rc rg e ow entag entag entag ets CK EVENTS n OM NIGHTS e e e 2015 CO 052014 2015 60.5 56.6 64.5 64.2 58.4 63.8 45.9 62 63.2 57 61 71 .9 .3 .6 .3 Occ % 60.8 68.8 65.0 60.7 60.7 58.5 59 43.0 63 59 57 61 348,083 129,000 128,999 176,543 171,540 47 .0 MPETITIVE MARKETHOTEL INFORMATION .9 .4 .1 .1 13 0521 0721 0922 012022 2021 2020 2019 2018 2017 2016 2015 99% 68 51 566 39 39 385 181 (5 ,544 08 7% 138 0 %1 %2 0 0 ) 126.09 84.29 93.80 78.64 83 89 72 75 74.25 81.84 84.13 87 0521 0521 c D ePRRoom RevPAR ADR Occ 2014 2015 2014 2015 .84 .4 .3 .24 .51 129,000 148,663 (1 0 125,214 0 23,449 42 44% 9, 39 (44) 55% 9, 147 ADR 112 79 35 4% 6% ,481 03 07 0 THE TAP REPORT 123. 80.04 80.99 80.79 2) 84.34 82 83 74.67 77 71 3 93 72 .3 .3 .9 .3 .1 .1 75 7 9 2 5 6 5 129,000 59 52,4 65,831 13,399 (5 18,591 20% 72 24 45 41% 39 (16) ,1 70 34 27 ,9 11 92 46.64 50.44 % 43.08 49 52 52 % 57 89 45.91 41.25 54.15 47 0 32 93 .65 .53 .4 .4 ) .4 .9 RevPAR 9 2 1 1 129,000 58,086 60,105 75 (9,122) 2,019 11,141 23% 18% 39 27 (10) 48.66 45.66 45.29 54.59 3% 49 52 43.63 47 40.01 41.20 85.17 49 24 52 13 ,1 3 .9 .63 .3 77 0 .1 5 7 5 129,000 27,844 (2,54 31,020 26,391 Pe -0.8 -0.9 -0.5 4, -2.5 -1.5 2. 6.9 8.2 4.5 3.6 30% 27%11% -1.1 7, 65% 4.1 39 15% (7 10 18 11 0 rcent Changefrom 62 8 172 3 0 ) 9 3) 129,000 4.0 0.9 0.7 3.8 2. 6.3 2. 4.3 (2,26 1.0 12,092 13, 2. 1.7 6,822 1,884 29% 33 45% 39 4,151 9 2 13% 1 (4 7 4 6 5 97 2 % 0 ) 7) 6 YT -0.4 12 0.5 5.61.9 3.0 8.7 2. 5.4 7. 0.1 1.7 7. D 2014 129,000 .9 7 2 1 (1,584) 3,445 3,445 1,585 1,584 39 0% 0% 0% 0% 3 0 0 0 3 0 10 0 Rev 14.8 13.0 6.7 6.7 5.5 7. 3.5 5.7 3.7 1.0 3.1 0 129,000 9, 100% 1,067 50% 28% (315) 57 1,491 39 42 73 04 0 2 1 1 1 % Room 9 0 4 Av -.04 02 -2 0.9 5.0 2. 0.7 4.9 3.9 3.4 1.5 1.7 ail .9 6 1,0 450,267 222,347 214,858 67 TOT 7, 69 10 3,120 Room 32 84% 54% 33 808 440 368 (85) 283 52 Sold 10.0 12.2 2, 489 0.6 8.85.010.8 4.4 2. 3.7 0.1 1.9 1.4 1.4 1.3 3% ,534 ,000 % 7 61 5 AL 4 60 40 50 65 30 45 70 55 35 $80.00 $90.00 $60.00 $40.00 $85.00 $50.00 $95.00 $65.00 $45.00 $70.00 $55.00 $75.00 ‘15 ‘14 $60.00 $40.00 $20.00 $50.00 $30.00 $45.00 $25.00 $55.00 $35.00 ‘13

Memphis, TN ‘12 ‘11 ‘15 ‘14 ‘13 Hot Springs, AR ‘15 ‘12 ‘15 ‘14 ‘11 ‘14 ‘13 ‘13 Memphis, TN Oklahoma City, OK ‘12 ‘12 ‘15 ‘11 ‘11 ‘14 ‘13

‘15 Little Rock, AR ‘12 ‘15 ‘14 ‘11 ‘14 ‘13

Oklahoma City, OK ‘13 ‘12 ‘15 Jackson, MS ‘12 ‘11 ‘14 ‘11 ‘13

‘15 Memphis, TN ‘12 ‘14 ‘11 ‘15 ‘13

Little Rock, AR ‘14 ‘12 ‘13 ‘15 ‘11 ‘14

Montgomery, AL ‘12 ‘13 ‘15 Oklahoma City, OK ‘11 ‘12 ‘14 ‘11 ‘13

Birmingham, AL AVERAGE DAILY RATE ‘12 ‘15 ‘14 ‘11 ‘15 ‘13 ‘14 OCCUPANCY % ‘13 ‘12 ‘15 Wichita, KS

‘14 Birmingham, AL ‘12 ‘11 ‘13 ‘11 Wichita, KS REVPAR ‘12 ‘11 ‘15 ‘15 ‘14 ‘14 ‘15 ‘13 ‘13

‘14 Wichita, KS ‘12 Birmingham, AL ‘12 ‘13

Northwest, AR ‘11 ‘11 ‘12 ‘11 ‘15 ‘15 ‘14 ‘15 ‘14 ‘13 ‘14 ‘13

Northwest, AR ‘12 ‘13 ‘11 Tulsa, OK Tulsa, OK ‘12 ‘12 ‘11 ‘11 ‘15 ‘14 ‘15 ‘15 ‘13 ‘14

Tulsa, OK ‘14 ‘12 ‘13

Jackson, MS ‘13 ‘12 ‘11 ‘12

‘11 Northwest, AR ‘11 ‘15 ‘15 ‘14 ‘14 ‘13 ‘15 ‘13 Jackson, MS Montgomery, AL ‘12 ‘12 ‘14 ‘11 ‘11 ‘13

Little Rock, AR ‘12 ‘15 ‘15 ‘11 ‘14 ‘14 ‘13

‘13 Montgomery, AL Hot Springs, AR ‘12 ‘12 ‘15 ‘11 ‘11 ‘14 ‘13 ‘15 ‘15

North Little Rock, AR ‘12 ‘14 ‘14 ‘11 ‘13 ‘13 North Little Rock, AR

North Little Rock, AR ‘12 ‘12 ‘11 ‘11 ‘15 ‘14

Hot Spring ‘13

s, ‘12

AR ‘11 21 21 · LittleRock.com SALES & SERVICES MARKETING & COMMUNICATIONS MARKETING & COMMUNICATIONS

The Marketing & Communications Division of LRCVB is responsible for all destination and digital marketing, advertising, special event promotions and sponsorships, public relations, collateral distribution and the management of visitor information centers. 2015 YEAR IN REVIEW

In 2015 the division worked to increase the city’s proﬁle and awareness as a travel destination, by promoting unique features, awards, and continued development, including the Robinson Center renovation.

In addition to maintaining existing programs, new initiatives were explored, including TV broadcast advertising in Dallas and Oklahoma markets. Numerous travel journalists were hosted, and trade publications assisted, throughout the year which resulted in beneﬁcial media coverage for the destination. A spring photo and video shoot was also conducted in order to update photography and video libraries.

Work continued with MERJE Designs to develop a comprehensive vehicular and pedestrian directional signage system. Final designs and mapping were completed in 2015, along with bid documents for fabrication and installation. Phase 1 implementation is set for 2016.

MEDIA ATTENTION & SIGNIFICANT ACCOLADES

Little Rock, and industry partners, were fortunate to continue earning considerable amounts of positive press and accolades. Some highlights included travel features in the following publications and outlets:

• ConventionSouth – Statehouse Convention Center received the Reader’s Choice Award and Top New & Renovated Award • Facilities & Destinations – Little Rock named a Top Travel Award • Hemisphere’s Dossier – special feature on Arkansas • VacationIdea.com – “23 Best Things to Do in Little Rock” • Buzzfeed website – “9 American Cities You Didn’t Know You Needed to Visit” • Little Rock feature in Leisure & Hospitality magazine • Liveability.com website – “Best Breweries in Little Rock” and “99 Beers in 99 Cities List” • Featured destination in PBS’ “Antiques Roadshow” (to air in 2016) • Featured in Fox Network’s American Idol ﬁnal season audition site • Featured in Le Vif/Knack (Dutch & French publications)

22 22 · LittleRock.com pages for nicheaudiences. In2015thedivisionmanaged thefollowing websites: destination marketing organizations. isconstantly Thedepartment looking for to opportunities add enhancements andmicro sites orlanding The growing dependency ontheinternet makes thedestination website themost valuable marketing asset for theoverall success of WEBSITE MARKETING receivedcity several significant accolades from national media outlets. Themost significant include: These stories, andmore, have helpedraise thedestination’s profile regionally andnationally. Inaddition to theincreased media attention, the Press Tours andhosted travel journalists: • • • • DineLR.com LittleRockMeetings.com RiverMarket.info LittleRock.com • • • • • • • • • • • • • • • • Assisted Food Network withTV events includingBBQBlitzwith Hosted Clevlen Bill from “On theroad withBill” Hosted Reiko Yamamoto from GlobeTrotter Travel (one of Hosted LindaJarrett from AAASouthernTraveler Hosted Food Network TV Personality SimonMajumdar Hosted Andrew Nelson from NationalGeographic Traveler to Garden2Blog event withP. Allen Smith–hosted 40Garden Little Rocklisted among“Top Ten Most A±ordable Places to Live intheUS” by HungtonPost.com Main Street Food Truck Festival named oneofthe“BestFood Truck Festivals intheUS” by Vacation Idea magazine Little RockCentral HighSchoolranked #3 “BestHistoric SouthernAttractions” by Today USA One Eleven namedaJamesBeard semifinalist inthe“BestNew Restaurant” category HungtonPost.com 10Most A±ordable –“The Places to Live intheU.S.” TheDailyMeal.com –OttenheimerMarket Hall namedamong“Top 50Food Halls inAmerica” “Top Ten Downtowns intheSouth” by SouthernBusiness &Development Top 10“USBestValue Citiesfor Travel for 2015and2016” by Trivago.com Ranked Today’s #3inUSA “Most Travel-Worthy State Capitals” and Gwen Jones,andGuy’s Grocery Games(to airin2016) Eddie Jackson andlocal chefs DonnieFerneau, JustinJackson Japan’s largest travel guides) promote new direct flightto New Orleans via GLO Airlines bloggers from around thecountry • • • RobinsonCenterSecondAct.com RiverLightsintheRock.com ShopTheRock.com

23 23 · LittleRock.com MARKETING & COMMUNICATIONS 24 24 · LittleRock.com MARKETING & COMMUNICATIONS travelers. Social engagement was highwithmore than1,448 clicks,1,148 comments and shares anda total reach of 60,085. niche demographic including family vacationers, history and political travelers, foodie and craft beverage connoisseurs, and weekend getaway LRCVB partnered withnumerous restaurants, hotels andattractions to create four unique staycation packages, each segmented to attract a The “Summers are Better withaSouthernAccent” multi-phase promotion was designedto encourage Little Rock summerstaycations. The raised awareness clicks,atotal reach andLittleRockamenitieswith713 for NTTW of76,251 and 163 comments andsocial shares. attractions andshare selfies onLRCVB social media platforms to winprizes.Comprised posts of104 onFacebook andTwitter, thiscampaign In ane±ort to promote National Travel andTourism aLittleRockscavenger Week (NTTW), huntwas created to drive people to local reach of18,500. Day experience from their pastto bequalified for adrawing for afree dinnerandcarriage ride.We received 16entries,538 clicksandatotal Little RockCarriage Company. Theprizewas designedto beamake-up for apast“Valentine’s Day disaster.” Entrants shared abad Valentine’s The Valentine’s Day Do-Over social contest was thefirst prominent contest oftheyear andwas apartnership withHeritage Grille andthe Campaigns were multi-layered, engagement driven, andwell supported. These contests illustrated thestrengths ofleveraging social media to increase brand awareness andengagement withkey stakeholders. with aSouthernAccent” contests. Campaigns includedaValentine’s Day Do-Over, National Travel andTourism Week Scavenger Hunt, andthemulti-phase “Summers are Better During 2015,theLRCVB conducted numerous contests across multiple social media platforms, includingFacebook, Twitter andInstagram. activities for Little Rock andtheRiver Market specifically. District Two monthly newsletters were created, highlightingevents and SOCIAL MEDIAANDE-NEWSLETTERS UNITED ST Missouri Louisiana Oklahoma T Te Arkansas and Ital France, Austr fo Germany India Malta Canada Gr ennesse INTERNATIONAL xa ll ea owed by Brazil, s COUNTRIES t Britain TOP 5 y. e AT alia ES 96. LITTLEROCK.COM VISITORS

8.8% 4.5% 46% 2. 16% 3% 9% 1%

CALENDAR OFEVENTS Oklahoma Cit T Houston Nashvil Memphis Dallas-Fort Worth Little Rock/PineBlu uls 255,000+ VIEWS THINGS TO DO 97 a MO ,000+ VIEWS le SECTIONS ST Top MSAs POPULAR POPULAR y 2. 6.1% 2. 3.1% 41% 11% 2% 7% 1% Device br Device br Device br Device br Total Users Total Users Total Sessions Total Sessions Total Sessions Total Sessions Pa Pa Av Av New Visitors (non-repeating) New Visitors (non-repeating) T T Av Av New Visitors (non-repeating) New Visitors (non-repeating) T T Pa Pa Little RockInstag Little RockT Little RockFac Little RockNewsletter River Mark River Mark River Market T otal Pa otal Pa otal Pa otal Pa ge ViewedP ge ViewedP ge ViewedP ge ViewedP er er er er age TimeSpent age TimeSpent age TimeSpent age TimeSpent RIVERMARKET.INFO WEBSITEST RIVERMARKET.INFO WEBSITEST eakouts: mobile:53 eakouts: mobile: eakouts: mobile: eakouts: mobile:53 ge Views ge Views ge Views ge Views et Instagra et Newsletter LITTLEROCK LITTLEROCK witte witte ebook ra r er Session er Session er Session er Session m r m .C .C FOLLOWERS OM WEBSITE OM WEBSITE 52 52 14,500+ .9 .9 .9 .9 5,000+ 41,000 4,520 2,287 72 868 %; desktop:35.7%; tablet:10. %; desktop:35.7%; tablet:10. %; desktop: %; desktop: 3 2:23 minutes 2:23 minutes 2:23 2.843 million 2.843 million 2: 2: 2 2 2. 2. 16 minutes 16 minutes .86 page .86 page 659,549 659,549 980, 980, 531,999 531,999 140,535 140,535 186,301 186,301 9 page 9 page 73.6% 73.6% 2015 2015 2015 2015 42 42 ST ST % CHANGEOVER 2014 37 37 1 1 ATISTICS ATISTICS s s up more than80% up more than85% s s ATISTICS ATISTICS .6%; tablet: .6%; tablet: up more than40% up more than28% up nearly 3% up 16% up 1% 2:29 minutes 2:29 minutes 2:29 2: 2: 2. 2. 2. 2. 2 2 17 minutes 17 minutes 921 million 921 million .85 page .85 page 98 page 98 page 97 97 551,509 551,509 144, 144, 193,557 193,557 65 65 72 72 2014 2014 2014 2014 9, 9, 9, 9, .6% .6% 42 42 9. 9. 63 63 112 112 51 51 8 8 7 7 4% 4% % % s s s s MOST SOCIAL MEDIAPOSTS POPULAR IN2015 35,880 TOTAL REACH 92,924 TOTAL REACH 72,331 TOTAL REACH 17,267 TOTAL REACH 11,304 TOTAL11,304 REACH PHANTOM OFTHEOPERAANNOUNCES FOR GRAND RE-OPENINGOFROBINSON CENTER YOU KNOW YOU DIDN’T NEEDEDTO VISIT BUZZFEED ARTICLE –9AMERICAN CITIES 2,400 LIKES 2,400 3,889 LIKES 6,948 LIKES CDI CREWS BUILDING BALCONIES – ROBINSON RENOVATION UPDATE 207 LIKES 314 LIKES PRAYERS FORPARIS LITTLE ROCKLITTLE LOVES 4,373 CLICKS 1,076 CLICKS 6,544 CLICKS 266 SHARES 804 SHARES804 1,267 CLICKS 669 SHARES 763 CLICKS 25 SHARES 81 SHARES 25 25 · LittleRock.com MARKETING & COMMUNICATIONS 26 26 · LittleRock.com MARKETING & COMMUNICATIONS provides to guests. personal touch that avisitor representative experienced by avisitor. Nothing replaces the many cases theﬁrst contact, ortouch point, true ambassadors for thedestination, andin Visitor Information Center representatives are information center at Historic Curran Hall. The LRCVB also provides for support thevisitor Convention Center. in theRiver Market andtheStatehouse District, Hillary Clinton National ShoptheRock Airport, 2015. TheLRCVB sta±s locations at & theBill the LRCVB centers assisted 62,285 guestsin utilize Little Rockvisitor centers hasdecreased, centers. Althoughthenumberofgueststhat destination representatives at various visitor enhancing thevisitor experience through helpful experiences, withafocus ontruehospitality, by The LRCVB strives to provide exceptional visitor VISITOR INFORMATION CENTERS COLLATERAL DISTRIBUTION • Arts &Attractions• Arts Guide • Updates to African-American History brochure andLittle Rock’s Top • CivilRightsHistory Tour Apprack card • Locally Labeled Passport • LittleRockSculpture digital tour • Vogel Schwartz Sculpture Garden • New Dining &Entertainment Guide updated thefollowing brochures: on all digital forms ofcollateral materials. In2015,thedepartment tools for guestsinthedestination, andincreased focus isbeingplaced materials also continue to decrease; however they remain valuable of collateral were distributed in2015.Distributionnumbers for printed Through all ofthedivision’s distributione±orts, almost 320,000 pieces conventions. services team to provide collateral materials for on-site meetings and from phone,emailandonlinerequests andworks withtheconvention local brochure racks. TheLRCVB also o±ers direct services fulﬁllment coverage ofLittle Rockrelated materials inall statewide centers and third brochures party at visitor information centers, aswell asensures destination. Additionally, theLRCVB distributes multiple and partner with theirfuture andashelpfulguides,while planning, visitingthe The LRCVB publishesavariety ofcollateral materials to assist visitors 12 brochure MARKETING & COMMUNICATIONS

LOCAL MEDIA CAMPAIGNS

LRCVB partners with The Angela Rogers Group to provide publicity and media coverage in conjunction with several LRCVB managed events, as well as large special events and activities that take place in Little Rock.

PROMOTION DESCRIPTION TOTAL IMPRESSIONS

Farmers’ Market 6,343,476 Movies in the Park 6,031,202 Jazz in the Park - April 1,903,253 American Taekwondo Association World Championships 4,140,299 Little Rock Restaurant Month 5,306,839 Jazz in the Park - September 2,152,959 Robinson Center (on-going) 6,092,511 2015 SEC Women’s Basketball Tournament 5,827,045 Locally Labeled 2,017,821 Santa Welcome Event with Ringling Bros 835,956

GRAND TOTALS: 40,651,361 LittleRock.com

27 27 · 28 28 · LittleRock.com MARKETING & COMMUNICATIONS people andscenic shots. National accolades are often includedwhengermane to theaudience. embraces amodern,funtwistoninspired life intheSouth.Thephotography reflects thelively, lifestyle-centric Southerncharmwithreal Little Rockdoesthings “withaSouthernAccent.” Thisapproach e±ectively provided heartwarming insightinto that Little Rockasacity Rock scenery, locales andevents. Theheadlines creatively delivered ontheemotion ofthemomentandlet theaudience know that showcase Little Rockasaprogressive destination. Thecampaign featured large, colorful images ofpeople interacting withactual Little Little Rock’s “SouthernAccent” campaign continued to capitalize onthebrand ofanew Southernstyle by articulating examples that ADVERTISING 29 29 · LittleRock.com MARKETING & COMMUNICATIONS 30 30 · LittleRock.com LRCVB SIGNATURE EVENTS NATIONAL TRAVEL ANDTOURISM WEEK HOSPITALITY INDUSTRY MIXERS ROCKLITTLE RESTAURANT MONTH criteria. Inaddition, LRCVB directly manages several signature events. application used to evaluate provided, support based onspecific throughout, There ofLittle Rock. theCity isanevent sponsorship enhance theeconomy through increased visitor travel into, and LRCVB avariety supports oflocal festivals andevents inorder to promotions garnered atotal reach of34,173. highlighting local restaurateurs. Inaddition, LRRMsocial media more segments/and than25interviews/TV media appearances, that o±ered avariety ofspecials anddeals for diners. LRCVB secured anniversary in2015,andincludednearly 100participating restaurants eachthe city Themonthlong event August. celebrated itssixth then encouraged to share the image onsocial media. inside aLittle Rockpostcard, withanattraction inthebackground, andis and created postcard signswhere visitors can take apicture ofthemselves hastoArkansas o±er. In2015,LRCVB focused onthevalue ofsocial media community, andhospitality industry, ofthewonderful features central conference, showcasing new destination amenitiesandreminding the the tourism industry. Each year LRCVB participates by hosting apress the first week ofMay, andisdesignedto promote thevalue oftravel in opportunities andindustrynews.opportunities destinationin LittleRock, development initiatives, co-op &packaging held quarterly for area hospitality partners to discuss what’s happening SIGNATURE EVENTS

, celebrates diningin hosted by LRCVB, are iscelebrated LRCVB

City Rescue,City Master Gardeners, andothers. area organizations like theCentral Library Arkansas System, Rock attendance. There isalso aSecond Saturday partnership with of National Farmers’ Market Week whichhelpedboost by the“Dean theBean” mascot, andthemarket’s celebration Additional programming includedmusicvendors, appearances local farmers and135other crafts vendors participated in2015. largest market, operating 26weeks peryear. Approximately 23 Each October, LRCVB sponsors theannual April &September. continued to grow andtakes place each Wednesday evening in performing inRiverfront Park’s History Pavilion. Theevent has that o±ers free weekly concerts featuring local jazzartists 1,500 viewers pershow in2015. acclaimed drama features. Theseries averaged approximately a variety ofoptions from animated favorites to comedy and Wednesday nightinJuneandJuly. Thefree family event provides and celebrated its11thanniversary in2015.Movies are held each BIG JINGLEJUBILEEHOLIDAY PARADE JAZZ INTHEPARK MOVIES INTHEPARK THE FARMERS’ MARKET interviews/segments/live shots. e±orts included17printstories/10 radio interviews/12 television and Barnum&Bailey circus performers. Local media publicity were 123parade entries,includingagroup ofRinglingBrothers of course aspecial appearance by andMrs. Santa Claus. There marching bandsandavariety offloats andparade entries,and CrowdsHillis. linedthestreets ofdowntown to see him,enjoy marshal was former Razorback Arkansas runningback Peyton Statethe Arkansas Capitol andfireworks display. The2015grand first Saturday inDecember, inconjunction withthelightingof community event ishosted each year by LRCVB andheld the SEUM BASH nearly 1,000guests. Turnout was tremendous, withseveral venues partner hosting National Historic Site, Inland andArkansas MaritimeMuseum. Mosaic Templars Cultural Center, Little Rock Central HighSchool State Capitol, MacArthur Museum Military History, ofArkansas Museum, Curran Hall Visitor Information Center, Arkansas Nature Center, Old State House Museum, Historic Arkansas Museum of Discovery, Stephens, Witt Jr. Central Arkansas 11 attractions, Center Arts including:Arkansas Children’s Theatre, Consortium. Initstwentieth year, 2015includedparticipation of activities andtreats, andserves ascommunity outreach for the safe environment for kidsandfamilies to enjoy funHalloween and Cultural Attractions Consortium. Thisfree event provides a hosted by theGreater Little RockMuseum was asuccessful new creation in2013 continues to beafamily favorite, continues to bethestate’s BIG BOO- –Thisfree 31 31 · LittleRock.com LRCVB SIGNATURE EVENTS DESTINATION DEVELOPMENT IN 2015

OUTLETS OF LITTLE ROCK

Arkansas’s only outlet center opened in Southwest Little Rock and is home to approximately 75 new stores. The location o± Interstate 30 and Interstate 430 is the most highly traveled intersection in the state. The Outlets are next to Little Rock’s Bass Pro Shops, and additional development around the Gateway Town Center continues. The Grove at Gateway Town Center is expected to enhance the area’s entertainment experience with such amenities as DESTINATION DEVELOPMNT IN 2015 DEVELOPMNT DESTINATION the state’s ﬁrst Dave and Buster’s restaurant and video arcade, and a Movie Tavern.

NEW HOTELS

The new 116-room Homewood Suites opened in 2015 in the downtown River Market District. The extended stay property o±ers inviting studios, one-bedroom or two-bedroom suites, with separate living and sleeping areas, a fully equipped kitchen, comfortable bed, complimentary internet access, and a sofa bed. The property also has an outdoor swimming pool, ﬁtness center and 1,100 sq. ft. of meeting space.

Home2 Suites by Hilton also opened in 2015. This new west Little Rock extended-stay all-suite hotel is conveniently located o± I-430 and minutes from downtown. Its trendy atmosphere has 93 rooms and o±ers many modern conveniences such as an outdoor lounge area, conference room, and high-speed internet connections.

PUBLIC SCULPTURE ADDITIONS

Public sculpture continued to be added throughout the destination. Riverfront Park and the Vogel Schwartz Sculpture Garden contain the largest collection of Little Rock’s public sculpture, and in 2015 the park and garden added 8 new pieces and two additional pieces placed elsewhere in the city.

CONTINUED IMPROVEMENTS AND DEVELOPMENTS ON MAIN STREET

Little Rock’s downtown renaissance continued, and the Main Street Creative Corridor was one of its shining stars. In 2015, this mixed-use residential and commercial area hosted its o¢cial grand opening, celebrating the corridor’s low impact development streetscape. It received Arkansas Business’ 2015 City of Distinction Award in the Main Street Preservation category for cities over 20,000 population. The district design continues to earn top architectural and design awards, including the 2015 AIA Florida/Caribbean Honor Award. An exciting collaboration of innovation and creativity, the Little Rock Tech Park Main Street site was approved in 2015. LittleRock.com

32 · 32 MARITIME MUSEUMINNORTH ROCK LITTLE HOGA TUGBOAT JOINS THEINLAND teams are traveling orplaying ontelevision. provide additional exposure for whentheathletic thecity the Little Rockmetropolitan area also home.Thenamewill helpbuildRock andwill prideamonglocal residents that call name clearly aligns Trojan athletics ofLittle withthecity program isnow known astheLittle RockTrojans. Thenew announceddepartment anew brand andnamechange. The The University at ofArkansas LittleRock’s athletic 14-sport ROCKAS LITTLE UALR ATHLETIC PROGRAM RE-BRANDED to return downtown after thetour for extended experiences. downtown attractions, restaurants andshops, enticingthem River Market givingtour-goers District abirds-eye view of 2015. Thisguidedtour features Riverfront Park andthe new free walking andstreetcar tour rolled outin October Little RockPartnership’s volunteer group, theNavigators, a In partnership withtheRockRegionMETRO andDowntown NAVIGATORS TOUR ROCKLITTLE DOWNTOWN the campaign’s first 90days. sandstone coaster. More than20passports were redeemed in earn a‘DrinkLike aLocal’ tee or‘Locally shirt Labeled’ to encourage people to visitthelocal establishments and to discover ales, winesandspirits.Apassport was developed Greater Little Rockfeatures ten venues for locals andvisitors local breweries, wineriesandthedistillery. Locally Labeled in wasamenity launched to promote thegrowing popularity of craft beverage scene. In2015,anew adult beverage tourism As thelocal culinarylandscape continues to grow, so doesthe LOCALLY LAUNCH LABELED from both the beginningandendofWorld War II. is theonly continental USlocation to display active vessels Japanese surrender was signed.TheInland MaritimeMuseum submarines selected to bepresent inTokyo Bay when the combat patrols duringWorld War II,andwas oneofonly 12 USS Razorback Balao-class submarine,whichconducted five Inland Shejoins the MaritimeMuseum LittleRock. inNorth On November 23,2015,theHoga arrived at theArkansas safety andpreventing herfrom blocking thenarrow channel. most recognized for pushingthesinkingUSS Nevada to the Japanese attack onPearl Harbor, December 7, 1941 and The USS Hoga (YT-146) isbestknown for heractions during 33 33 · LittleRock.com DESTINATION DEVELOPMNT IN 2015 34 34 · LittleRock.com FUTURE OUTLOOK Robinson Center grand re-opening isspectacular ando±ers something for theentire community over anextended two monthopeningperiod. the implementation ofawayfaring signage program. Andlastly, we continue will to provide themanagement andleadership to ensure that the focus beplaced will ondigital marketing e±orts, thecontinued implementation ofourbrand strategy, hospitality citywide brand training and third meeting professionals party andlook for to opportunities identifylocal leadership that can assist inconvention bookings. Inaddition, much For the LRCVB, beyear 2016will oneofournew multi-year strategic plan. Onthesales front we continue will to leverage ourrelationships with be used for improvements Center, to Arts theArkansas MacAuthur MuseumMilitary History ofArkansas andMacArthur Park. February 9, 2016askingthevoters ofLittleRockto bondtherevenue generated from theadditional Ifsuccessful, 2%tax. thebondproceeds are to ofLittle Rock enactedThe city anadditional 2%tax onlodging accommodations that go will into e±ect January1,2016.Aspecial election isset for marquee planned aswell aso¢ce andrehearsal space for SymphonyOrchestra theArkansas andBallet Arkansas. a four block section oflow impact development streetscapes andsurrounding banners. Progress iscontinuing withfuture additions ofdigital more retail, restaurants, andaMovie Tavern all intheworks. TheMainStreet Creative Corridor celebrated itso¢cial grand highlighting opening, technology parkall announced. Inaddition, more developments are underway near theGateway Town Center andOutlets with ofLittleRock, Little Rock’s revitalization iscontinuing into the new year, withanother downtown hotel property, residential unitsandplans to build theo¢cial facility wasavailable. Funding options for suchafacility, aswell asinfrastructure upgrades to existing facilities, needto be explored. in2013. Thisdemandrepresents participants sport significant potential for both recreational play andcompetitive level tournaments ifthistypeof large-scale, multi-purpose, facility indoorsports to recruit regional andnational tournaments. Research shows that there were 70.1 indoor million of growth potential, asoutlinedinthe Crossroads Consulting feasibility study, iftheproper facilities are developed. Central islacking Arkansas a Youth events sporting continue to bealarge ofLittle Rock’s part group business for hotels andtourism Thismarket impact. segment hasalot the next 50+years andthedesignofingress/egress options are ofmuchconcern to leadership. city design for thereplacement andexpansion ofI-30continues to beexplored. Thisproject have will atremendous impact onthedowntown area for Thereconstructionplanning. ofBroadway Bridge isinprocess andscheduled to becompleted near there-opening ofRobinson Center. The HighwayThe Arkansas andTransportation projects Department scheduled for central continue Arkansas to beatopic ofmuchdiscussion and certainly elevate the level, andquality, oflive entertainment options, aswell asattract new business withtheopeningofconference center. nearing ancompletion withthefinal year ofconstruction underway. Thegrand re-opening isplanned for November 2016andthenew facility will Following atremendous year in2015,themomentumcontinues for thefuture Therenovation ofLittleRock. andexpansion ofRobinson Center is FUTURE OUTLOOK 35 35 · LittleRock.com FUTURE OUTLOOK 36 · LittleRock.com SECTION HEADERS GO UP HERE