Annual Report

FY20 (July 1, 2019 - June 30, 2020)

ANNUAL REPORT

The Pasadena Center Operating Company

1 FY20 ANNUAL REPORT TABLE OF CONTENTS

About 4

Letter from the Chair 5

FY20 by the Numbers 6

Convention Center 8

Civic Auditorium 12

Ice Skating Center 14

Convention and Visitors Bureau 16

Meetings & Sales 18

Leisure Marketing 20

Public Relations 22

Visitor Services 24

Safe Reopening 26

Community Outreach 27

Year End Financials 28

Board Of Directors 29

2 3 FY20 ANNUAL REPORT LETTER FROM ABOUT THE PASADENA THE CHAIR CENTER OPERATING COMPANY Dear Friends and Colleagues, The global pandemic has presented unpredictable challenges which resulted in our facilities closing on March 12, 2020. MISSION Since then, we have canceled or rescheduled over 100 events amounting to millions of dollars in lost revenue. The mission of the Pasadena Center Operating Company (PCOC) is to promote Pasadena as a meeting and travel destination in an effort Despite these unprecedented events, the year still culminated to maximize economic impact through the development of meetings, in a total of 182 events and attracted 234k attendees to the conventions, entertainment events, and tourism by providing professionally PCOC facilities. managed facilities and first-class service. The Pasadena Convention Center, Civic Auditorium, and Ice VISION Skating Center have instituted best-in-class health and safety standards and procedures to reopen safely. The facilities have The vision for the PCOC is for Pasadena to be the premier “West Coast destination” for conventions, achieved the Global Biorisk Advisory Council® (GBAC) STAR™ tradeshows, conferences, and leisure travelers. accreditation, the gold standard for prepared facilities. The accreditation demonstrates the implementation of stringent VALUES protocols for cleaning, disinfection and infectious disease prevention. In all of our relationships, we demonstrate a commitment to the following values: In response to COVID-19 setbacks, the PCOC quickly reduced Integrity costs, prepared the facility for the new health protocols, We demand of ourselves and others the highest ethical standards by demonstrating personal all while supporting our community through local business responsibility to treat people with respect, trust, and by honoring our commitments. promotion and meal distributions. These actions have positioned the PCOC for success once business resumes. Leadership We set high standards, goals, and positive results through commitment, accountability and sustainability. I would like to extend my gratitude to the Pasadena Center Operating Company Board of Directors, the City of Pasadena, Collaboration our community partners, and dedicated staff for their efforts We support open communication among employees, stakeholders, the community and the City of and leadership to sustain the industry and provide a path Pasadena to enhance cooperation and build trust. forward.

Teamwork Sincerely, We provide support to one another, working co-operatively, respecting one another’s views, and making our work environment fun and enjoyable.

Customers Tyron Hampton We commit to exceeding the expectations of our customers and constantly focus on customer PCOC Board Chair satisfaction. Vice Mayor, City of Pasadena 4 55 FY20 ANNUAL REPORT

FY20 CONVENTION CENTER FY20 BY THE NUMBERS REVENUE GOAL

Goal: $2.560 Million 77% FY 2020 Total: $1.962 Million of goal achieved Canceled due to COVID: $668,435 (26% of goal)

FY20 CVB ROOM NIGHT GOAL Goal: 48,000 room nights 87% FY20 Total: 41,932 room nights of goal achieved Canceled due to COVID: 11,309 room nights (16% of goal)

CONVENTION & CONVENTION CENTER VISITORS BUREAU AND CIVIC AUDITORIUM

events sales leads 182 341 FY20 CIVIC AUDITORIUM REVENUE GOAL 106 definite bookings 234K attendees Goal: $1.260 Million 78% FY20 Total: $988,950 of goal achieved major tv broadcasted contracted hotel 3 Canceled due to COVID: $263,000 (23% of goal) 42K room nights shows

43 media placements 9 film shoots

new company website 5 ICE SKATING CENTER FY20 ICE SKATING CENTER 138K attendees REVENUE GOAL 693K website visitors 65% Goal: $2.79 Million of goal achieved FY20 Total: $1.814 Million 41K public session skaters 62K social media followers Canceled due to COVID: $976,500 (35% of goal)

66 7 FY20 ANNUAL REPORT

• Christian Home Educators Association Conference & Expo • CA Hospital Association Disaster Planning Conference • Service Titan Users Conference PASADENA CONVENTION CENTER 16 • CA Library Annual Conference conventions and • STITCHES Knitting Expo & Conference conferences • Hybrid & Electric Vehicle Technologies Symposium • Sprayfoam Convention & Expo The Pasadena Convention • Southern CA Kindergarten Conference Center delivered top 7 canceled due to COVID quality service to over 180 events and welcomed over 234,000 guests through our doors. The center hosted a variety of meetings and events from entertainment, consumer, medical, space exploration and international conferences.

events serviced consumer shows Sprayfoam Expo 182 68 canceled due to COVID 24 9 canceled due to COVID

sporting events attendees 234,623 9 1 canceled due to COVID

conventions and conferences meetings 16 7 canceled due to COVID 81 21 canceled due to COVID

tradeshows social events 8 3 canceled due to COVID 15 6 canceled due to COVID

Hybrid & Electric Vehicle Southern CA Kindergarten Conference Technologies Symposium

8 9 FY20 ANNUAL REPORT

• International Gem & Jewelry Show • Enamel Market • World CBD Expo • American Petroleum & Convenience Store Association 24 • LightBox Expo • Japanese Food & Restaurant Show • Nerd Expo • Southern California Design-2-Part Show consumer • Bullie Con • Green Technology Expo shows • Golden State Tattoo Expo 8 • Bricks LA • 40th Annual IHACI Performance Expo tradeshows • IMATS LA 2020 • Pasadena Heritage’s Craftsman Weekend 9 canceled due to COVID

3 canceled due to COVID

Golden State Tattoo Expo IHACI Japanese Food & Restaurant Show Image Credit: Mutual Trading

International Gem and Jewelry Show IMATS 10 11 FY20 ANNUAL REPORT EVENT HIGHLIGHTS

PASADENA • America’s Got Talent – Champions • Disney Animation Screening & Wrap Party – Frozen 2 CIVIC • NAACP Image Awards • America’s Got Talent Season 15 AUDITORIUM • Brian Regan • Snow White Christmas • KPop Me: Kim Burn Soo Built in 1932, the celebrated 3,000-seat • Celebration of 70 Years PRC Pasadena Civic Auditorium has been a • Moscow Ballet Great Russian Nutcracker treasure of the Los Angeles arts and culture scene for over 85 years. The Pasadena Civic Auditorium continued to shine hosting live performances, television productions, cultural concerts, graduations and corporate events. This year, the Pasadena Civic Auditorium hosted three major televised shows including: America’s Got Talent: Champions, America’s Got Talent: Season 15 and the NAACP Image Awards.

usage days graduation/award ceremonies 132 9 18 canceled due to COVID

film shoots cultural events 9 11 3 canceled ue to COVID

major tv broadcasted shows performances of the Lythgoe 3 canceled due to COVID 12 Family Panto - Snow White Christmas

1212 13 FY20 ANNUAL REPORT

THE NUMBERS PASADENA ICE SKATING CENTER

138,000 attendees

40,675 public session skaters

29,461 skate rentals

2,509 learn-to-skate participants

110 hockey skaters in LA Kings ‘Lil Kings program

OVERVIEW 30 in-house adult hockey league The Pasadena Ice Skating Center welcomed tens of thousands of skaters in FY20. The teams center typically operates up to twenty hours per day, seven days a week and maximizes facility usage with daily public sessions, year-round group classes for figure skating and hockey, private lessons, birthday parties, youth & adult hockey leagues, curling, and private rentals.

FY20 RECAP

Until the rink closure in mid-March, the Pasadena Ice Skating Center was on pace to meet revenue projections. Skating school group classes continued to grow, reaching its 65% highest attendance during the winter session. The ice skating center hosted the annual revenue goal Pasadena Figure Skating Club competition in September with nearly 400 skaters. The Hollywood Curling Club continued to host regular weekly club sessions. The rink also hosted several film and photo shoots including a TV promotion ofThe Voice featuring Blake Shelton and the U.S. Gold Medal Olympic curling team. The annual ISI rink competition was canceled and the annual LA Kings ‘Lil Kings program was suspended due to COVID-19. During the closure, the Pasadena Ice Skating Center underwent maintenance and installed a new cooling tower.

1414 15 FY20 ANNUAL REPORT

PASADENA CONVENTION MEETINGS & CONVENTIONS FY20 started out strong for our meetings and conventions business, we had two months & VISITORS BUREAU (October 2019 and February 2020) that generated 20.7% and 20.9% of group business. As of February, we had achieved overall occupancy of 80.55% for the 8-month time period of FY20 compared to 77.92% for the prior year. Then as we went into March, all group business canceled due to COVID-19 and remained at 0% thru June 2020. Unfortunately due to the OVERVIEW pandemic, our meetings and conventions business will continue to be severely impacted well into 2021. After conversion of the Pasadena Tourism Business Improvement OCCUPANCY ADR REVPAR REVENUE District in 2018 to the Property and Business Improvement FY20 63.95% $165.00 $112.92 $103,121,524 Law of 1994, the Pasadena Convention & Visitors Bureau FY19 77.80% $193.46 $150.48 $130,770,537 has accomplished a great deal to further position Pasadena CHANGE -13.85% -14.71% -24.96% -21.1% as the number one destination in Southern California for meetings and tourism. Each year, the PCVB brings meetings, CONTRACTED FUTURE BUSINESS conventions and visitors to the city which drives spending • Pilates Method Alliance Annual Meeting – October 2023 – 1,732 room nights to local hotels, attractions, • The Garden Club of America – October 2021 – 433 room nights restaurants and shops. • American Public Power Assn Technical Conference – April 2021 – 2, 320 room nights • Barbershop Harmony Society Convention – January 2022 – 2,503 room nights MEETINGS SALES LEISURE MARKETING • International Symposium for Testing & Failure Analysis – October 2022 – 801 room nights • LightBox Expo – September 2021 – 2,740 room nights • CA Speech Language & Hearing Conference – March 2022 – 1,453 room nights 41,932 total contracted hotel 43 earned media placements • Great Minds in STEM – October 2021 – 4,100 room nights room nights • Great Minds in STEM – October 2022 – 3,810 room nights

341 leads 5 new company websites

106 definite bookings 693K website visitors 341 106 42K total leads definite books total hotel 24% sales conversion 62K social media followers room nights

16 17 FY20 ANNUAL REPORT DESTINATION SERVICES

Once a meeting is contracted, our team provides MEETINGS, SALES & much needed support for clients to create custom- ized meetings and one-of-a-kind Pasadena experi- DESTINATION SERVICES ences for attendees. Support comes in a variety of forms including: site visits to the destination, con- nections with Pasadena venues and restaurants, SALES TRADESHOWS and collateral to promote the upcoming event.

This year, the CVB Sales team attended 13 tradeshows and events across the U.S. 43 groups serviced to generate citywide meeting leads, build relationships, and promote Pasadena as a premier meeting destination. Travel was 39 citywide site tours suspended in March due to COVID-19.

21 tradeshows and client events 13 tradeshows

• ACESSE Leadership Conference (Balti- • Holiday Showcase (Chicago) MEETING ADVERTISING more) • CalSAE Seasonal Spectacular (Sacramen- • ASAE Annual Meeting & Expo (Columbus) to) Meet at Reimagined and Exceptional” and “Where • Connect Marketplace (Louisville) • Smart Meetings Northern California (Sac- Innovation and Inspiration Meet” ad campaigns focused on Pasadena’s major investments in its • IMEX (Las Vegas) ramento) MEET AT • HPN Global Conference (Seattle) • PCMA Annual Meeting (San Francisco) hospitality products including hotel renovations, • Smart Meetings National (Estes Park, CO) • Destination California (Long Beach) new Hyatt Place Pasadena, and Convention Center REIMAGINED • IAEE Expo Expo (Las Vegas) • Destination Showcase (Washington DC) enhancements. & EXCEPTIONAL 0RUŁĚKDŊĽUHPRGHň ZŁÚUŁĚUDQVIRUPLQŃZKDŐēŐ Meeting and convention advertisements were ėHDQŏĚŋVWDŕēŊ3DVDGHQĽ placed in the following publications to promote 2.5k Pasadena as a premier meetings destination: guest rooms 230k square feet of meeting and event space • CA Meeting + Events Magazine $150m • Smart Meetings Magazine invested • CVENT Event Management & Hospi- &RPŁ&XULRXŏ tality Solutions

To book, visit PasadenaMeetings.com 79 • Discover Los Angeles Meeting Planner @SMARTMEETINGS Guide • CalSAE Online Buyer’s Guide • Facilities & Destinations Magazine • Pasadena Chamber Annual Directory

18 19 DIGITAL EFFORTS

The CVB’s strategy has been successful in building Pasadena’s brand presence in an evolving digital LEISURE MARKETING sphere. The Visit Pasadena website and social media channels saw significant growth this fiscal year.

The Pasadena CVB Marketing and Communications team positively impacts the perception of Pasadena as a vibrant world class city boasting a distinctive art and culture scene with walkable WEBSITE entertainment districts, enchanting gardens and scenic trails. VisitPasadena.com is the primary marketing tool and destination planning guide for consumers. It features a detailed calendar of events, curated restaurant guide and robust inspirational content. LEISURE ADVERTISING

The Marketing team produced tourism specific ad campaigns elevating awareness of Pasadena as a breathtaking city full of sunshine, lush gardens, and art-filled alleyways. Digital advertising was a prominent part of Pasadena’s advertising 65% strategy which were placed directly website to consumers actively booking travel users through Adara Advertising Solutions and TripAdvisor. 693k users (this year) 420k users (last year) Leisure advertisements were placed in the following publications to promote Come Curious. Pasadena as a premier tourism New VisitPasadena.com Homepage Just 10 miles from downtown Los Angeles, destination: Pasadena is bursting with creativity. Visit seven different museums or take a stroll downtown and uncover murals and art on every corner. • AAA Westways Co-op • Amtrak – The National • National Geographic Traveller (UK) SOCIAL MEDIA • Hollywood Burbank Airport • California Visitors Guide The social media strategy involved a robust • Discover Los Angeles Visitors Guide & content strategy and encouraged online Map 62,110 MEET AT THE community engagement across multiple • Brand USA Road Trips INTERSECTION OF ART & sites: Facebook, Instagram, Twitter, social • Los Angeles Magazine Youtube, Pinterest, Google+. followers • TripAdvisor ADVENTURE Just 10 miles from downtown Los Angeles, Pasadena is bursting with creativity. Visit seven different museums or take a stroll and uncover painted murals splashed across the side of downtown’s buildings. 5% annual growth 62k followers (this year) 59k followers (last year)

20 21 FY20 ANNUAL REPORT

PUBLIC RELATIONS

EARNED The Marketing & Communications team continued to increase Pasadena’s exposure in the media while bringing the Pasadena experience to life for potential visitors. Media efforts in- MEDIA clude pitching to media, hosting media, coordinating media trips, sending out media releas- 43 es, planning and executing press trips. media COVERAGE placements The focused PR effort continued to prove MEDIA MISSIONS successful for Pasadena in generating mentions and media placements that Domestic media receptions and international media missions are key platforms highlighted Pasadena in international, to engage with editors, producers, freelance journalists, and digital influencers in national, regional and local publications. target media markets. These activities allow the Communications team to build relationships with key media and meet new prospects.

• New York and IPW TOP MEDIA OUTLETS • Atlanta • Canada individual media visits • UK and Ireland 11 • Alaska Airlines • Prevue Meetings • Amtrak - The National • Smart Meetings MEDIA HOSTING • Coast Magazine • Toronto Sun • Connect Associations • USA Today 10Best • Delta Sky Magazine • Vancouver Sun Individual media visits and group press trips were secured to promote Pasadena with • Facilities and Destinations • Venues Now the goal of earning valuable editorial coverage. The Communications team hosted • Fodor’s Travel • Wall Street Journal 11 media outlets and three media familiarization events. Top media included: USA • Los Angeles Times • WestJet Magazine Today 10 Best, Canadian Travel Press, Travels with Darley, Eat Famous, GoNomad. • OC Register

2222 2323 FY20 ANNUAL REPORT

VISITOR SERVICES SPONSORSHIPS AND ACTIVATIONS

The PCVB Marketing team sponsored activations at local events to continue to build the brand and VISITOR GUIDE encourage repeat visitation. The CVB continued to inspire travel with the bi-annual Summer and Winter Official Visitors Guide. • Craftsman Weekend • Pasadena Chalk Festival • Pasadena Art Night 10,000 COPIES • Pasadena Arts Council distributed to Pasadena Magazine subscribers • Pasadena Restaurant Week Pasadena Chalk Festival • Sip and Savor

45,000 COPIES MEDIA PARTNERSHIPS distributed by Certified Folder Display to various California Travel & Tourism Visitor Centers throughout The Marketing team collaborated with prominent travel California, regional airports and local hotels. hosts to produce Pasadena destination videos to share VISITORS HOTLINE what makes Pasadena such an exciting urban city. 45,000 COPIES The Pasadena Convention & Visitors As part of National Plan for Vacation Day on January Bureau hosted its 36th Annual 28th, the PCVB partnered with award-winning travel distributed via the CVB to walk-in visitors and meeting Visitor Hotline to assist guests and TV host Jeanette Ceja of Jet Set with Jeannette to delegates with information about all parade encourage locals and visitors to use their unused vacation and game-day activities, dining, days in 2020. The bilingual video, English and Spanish, directions, accommodations and highlighted major Pasadena tourism locations. other holiday-related events. The visitor hotline ribbon cutting was Darley Newman’s PBS show “Travels with Darley” took attended by Pasadena Mayor her viewers to experience the food, culture and outdoor Terry Tornek, Tournament of Roses experience in Pasadena. Jessica Beinecke shared her President Laura Farber and the 2020 National Plan for Vacation Day Pasadena journey in the “I Know This Spot” Chinese- Rose Queen and Royal Court. The promo with Jeanette Ceja English digital travel series. event also received media coverage in the following outlets NBC 4 News, VISITOR CENTER 7,222 phone inquiries ABC 7 News, NBC Los Angeles, The PCVB provided dedicated customer Pasadena Star-News, Pasadena 1,966 walk-ins Now, KNX 1070 AM, Pasadena service to city visitors and convention Independent, Pasadena Journal, center attendees at the Pasadena visitor information Phoenix Satellite TX, Sinovision and Visitors Center. 1,035 packages 100,000 TOTAL COPIES FOX 47 in Wisconsin.

24 25 FY20 ANNUAL REPORT

SAFE REOPENING COMMUNITY OUTREACH

meal distribution MEAL DISTRIBUTION 4 programs PROGRAM 77,043 meals Since the end of March, PCOC and Centerplate, our hours by PCOC in-house food service provider, have supported the 2,060 employees local community through various meal distribution programs for PUSD families and for sheltered and unsheltered citizens throughout the city. $85,400 in kind service

PUSD WEEKEND MEAL MOTEL MEAL PROGRAM PROGRAMS • April - July • March - September • 10,330 meals provided/delivered • 60,700 meals provided/distributed

COMMITMENT TO HEALTH AND SAFETY SHOWER OF HOPE MEAL GREAT PLATES MEAL PROGRAM The Pasadena Convention Center has been awarded the Global Biorisk Advisory PROGRAM • Program began on April 8 • Program began on May 10 Council® (GBAC) STAR™ accreditation, the gold standard for prepared facilities. Under • 1,900 meals provided/delivered • 4,113 meals provided/delivered the guidance of GBAC, a Division of ISSA, the worldwide cleaning industry association, the Pasadena Convention Center has implemented the most stringent protocols for cleaning, disinfection and infectious disease prevention in its facilities.

As the cleaning industry’s only outbreak prevention, response and recovery accreditation, GBAC STAR™ helps organizations establish protocols and procedures, offers expert-led training and assesses SUPPORTING LOCAL BUSINESS RECOVERY a facility’s readiness for biorisk situations. The program verifies that the Pasadena Convention Center implements best practices to prepare for, respond to and recover from outbreaks and pandemics. The PCVB continued to support local businesses and restaurants during the COVID-19 crisis. Three online directories were developed with the City of Pasadena Economic Achieving the GBAC STAR accreditation is an important step in the safe and responsible reopening of our Development: “Dine Pasadena;” “Shop Pasadena;” and “Connect Pasadena;” and facilities. “Pasadena Outdoor Dining Guide.” The directories have received over 40,000 pageviews and feature over 300 Pasadena businesses. Our team also meets regularly with business The Pasadena Center Operating Company has developed a thorough reopening plan for our facilities that community partners and tourism stakeholders to collaborate and leverage shared includes detailed protocols, procedures, and systems that create a safe environment for its employees resources. and guests. It is also working with the Pasadena Public Health Department on its plan. 26 27 BOARD OF DIRECTORS PCOC EXECUTIVE TEAM

Tyron Hampton, Chair Michael Ross YEAR END FINANCIALS Vice Mayor, City of Pasadena CEO

Archie C. Purvis, Vice-Chair Jeanne Goldschmidt Purvis Enterprises, Inc. Executive Director Pasadena Convention & Visitors Bureau Paul Leclerc, Treasurer CONVENTION CENTER, CIVIC CONVENTION & Langham Huntington, Pasadena AUDITORIUM, ICE SKATING CENTER VISITORS BUREAU Naz Sabripour Joe Titizian, Secretary Executive Director Hilton Pasadena Pasadena Convention Center 10M 6M 9M $8.6 M Dianne Philibosian, Past-Chair Margie Christ $8.2 M CSU, Northridge 8M 5M Director of Human Resources

7M William Chu Christine Susa 4M Hotel Constance Pasadena 6M Director of Marketing & Communications $3.0M 5M 3M $2.7M Emina Darakjy Resident Phuong Wong 4M Director of Finance 2M 3M Eric Duyshart City of Pasadena 2M 1M 1M David Eads Tournament of Roses 0 0 OPERATING OPERATING CVB TBID CVB EXPENSE Kim Ferreira REVENUE EXPENSE REVENUE Resident

EXPENSES Phillip Hosp Chart Title Foley & Lardner, LLP

Paul Little Pasadena Chamber of Commerce Ice Skating Convention & Center Visitors Bureau Louisa Nelson Resident

Michael Owen Convention Center Old Pasadena Courtyard by Marriott & Civic Auditorium Siamak Nassirpour Westin Pasadena