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Produced by OnStrategy Page 1 of 200 Strategic Plan Executive Summary ..................................................................................................................................................................... 4 Process Overview & Methodology .......................................................................................................................................... 5 Guiding Principles .................................................................................................................................................................... 6 Financial Policies...................................................................................................................................................................... 6 Strategic Issues Addressed ...................................................................................................................................................... 7 Strategic Direction ................................................................................................................................................................... 8 Priority #1: Visitation/ Destination Awareness ..................................................................................................................... 11 Priority #2: Direct Room Night Growth ................................................................................................................................. 13 Priority #3: Facility Efficiency ................................................................................................................................................ 16 Priority #4: Organizational Sustainability .............................................................................................................................. 20 Funding Sources & ROI Analysis ............................................................................................................................................ 21 Position Summary ...................................................................................................................................................................... 24 Strategic Priority #1: Destination Awareness ............................................................................................................................ 30 Leisure Travel & Destination Marketing ................................................................................................................................ 31 Tourism Sales......................................................................................................................................................................... 46 Strategic Priority #2: Room Night Growth ................................................................................................................................. 58 Concerts & Ticketed Events ................................................................................................................................................... 59 Bowling .................................................................................................................................................................................. 68 Livestock & Equestrian .......................................................................................................................................................... 77 Conventions & Groups Overall .............................................................................................................................................. 85 Corporate Conventions- Detail .............................................................................................................................................. 99 Franchise/Multi-Level Marketing Conventions ............................................................................................................. 106 Heritage/Patriotic/Veteran Conventions ...................................................................................................................... 112 Stem/Environmental/Manufacturing Conventions ...................................................................................................... 118 Government/Public Administration Conventions ......................................................................................................... 124 Associations Conventions ............................................................................................................................................. 130 “Other” Convention Market Segments ........................................................................................................................ 137 Team Sports & Groups – Overall ......................................................................................................................................... 142 Retention Sports (Volleyball, Baseball/Softball, Basketball) ........................................................................................ 150 Growth Sports (Cheer/Dance, Gymnastics, Video Gaming, College Championships) .................................................. 156 Other Sports .................................................................................................................................................................. 161 Strategic Priority #3: Facility Efficiency .................................................................................................................................... 164 Reno Events Center ............................................................................................................................................................. 165 Reno-Sparks Livestock Events Center .................................................................................................................................. 171 National Bowling Stadium ................................................................................................................................................... 177 Reno-Sparks Convention Center ......................................................................................................................................... 182 Strategic Priority #4: Organizational Sustainability ................................................................................................................. 188 Appendix .................................................................................................................................................................................. 191 Produced by OnStrategy Page 2 of 200 Strategic Plan USE OF THIS DOCUMENT This document has been approved, as of the June 2016 Board Retreat. Specifically, the items approved are the Mission, Vision, Strategic Priorities, and supporting strategies, found on pages 8-20. The use of the $3 surcharge fund was approved at the amounts indicated on page 23. This plan will be adapted on an annual basis in March or April, based on emerging market opportunities, performance against plan, and the proposed use of the Surcharge Fund for the upcoming fiscal year. For annual goals and KPIs, see the FY16/17 Annual Plan. RSCVA OPERATING DEFINITIONS Blocked Room Nights – The client holding the convention requires an estimated number of rooms to be held for visitors attending their convention. Blocked refers to the number of room nights contracted with the client. RSCVA tracks blocked room nights toward production goals as validated by the hotels and/or in accordance with the historical booking policies. This data is tracked in the RSCVA CRM database. Booked Room Nights – Booked room nights are the client requested block as noted in their RFP (request for proposal), which is populated into the leads sent to the hotels. Blocks are converted to booked room nights when there is either 1) a signed contract with a hotel and/or 2) an executed agreement with the RSCVA for use of an RSCVA facility. Booked room nights are adjusted pending the final contracted, or “blocked” room nights, as noted above. For reporting purposes, the difference between blocked and booked numbers are reflected in lost lead opportunities. The method of estimating the room nights is further explained in the Group Sales Booking Policy. Consumed Room Nights – Consumed reflects actual pick-up of the contracted block as reported by the hotels. Lost consumption refers to room nights that would have been used during the dates the organization was proposing to hold its convention as compared to blocked. This data is tracked in the RSCVA CRM database where booked room nights are updated to reflect consumed as provided by the hotels. Note that many bookings do not have reported pick-up numbers either due to lack of hotels providing such data or inability (manpower) to manage the data collection process. Operating Cost per Room Night – Facility loss divided by the consumed room nights directly attributed to facility. Facility loss includes direct expenses assigned to the facility. Room nights are pulled from the RSCVA facility database. Occupancy Rate Calculation – The number of rentable spaces in a facility X 360 days. Rentable spaces are as follows: RSCC - 5 rentable halls; NBS - 1 space; REC - 1 space; RSLEC - 4 spaces. For example, the RSCC has 5 spaces X 360 days equaling 1,800 rentable use days. If a hall is in use it is considered occupied whether it is a show day or move in or out day. Attendance Calculation – Attendance is based on either the show promoter