GREATER HOUSTON CONVENTION AND VISITORS BUREAU 2015-2016 ANNUAL REPORT TABLE OF CONTENTS
MISSION STATEMENT 2 DESTINATION SALES 14
STRUCTURE & FUNDING 3 TOURISM 16
2015 KEY ACCOMPLISHMENTS 4 DESTINATION SERVICES 18
LETTER FROM THE PRESIDENT 5 MEMBERSHIP 20
LETTER FROM THE CHAIR 6 PARTNERSHIPS & EVENT DEVELOPMENT 22
CITY & COUNTY OFFICIALS 7 MARKETING 24
2015 BOARD OF DIRECTORS 8 HOUSTON FILM COMMISSION 26
2016 BOARD OF DIRECTORS 10 VISITOR INFORMATION SERVICES 28
HIGHLIGHTS 12 FINANCE & ADMINISTRATION 30 MISSION STATEMENT
The mission of the Greater Houston Convention and Visitors Bureau is to improve the economy of greater Houston by attracting national and international conventions, trade shows, tourists and film projects to the area through sales, marketing and public relations efforts. STRUCTURE & FUNDING
The Greater Houston Convention and Visitors Bureau (GHCVB) is a 501(c)6 nonprofit corporation. The GHCVB is a marketing and service organization with a budget presently comprised of certain reserved funds and private funds raised through a variety of sources including investments in events, membership dues, advertising and in-kind contributions.
At the beginning of 2014, the GHCVB’s primary source of funding was from a contract with the City of Houston which was assigned to Houston First Corporation (HFC) in 2011; however, this contract expired June 30, 2014. This contract funded approximately 92% of the GHCVB’s budget from a tax on hotel/motel occupancy within the incorporated boundaries of Houston, Texas.
Upon expiration of the contract, the GHCVB and HFC boards approved a strategic realignment between the two organizations to create a more efficient approach to marketing and selling Houston to tourists and conventions. As part of that agreement, GHCVB employees became employees of Houston First Corporation while the GHCVB maintained its own board of directors and gained seats on the HFC board. With the realignment, the GHCVB has enhanced resources available — both human and financial.
2 3 CONVENTION AND MEETING LETTER FROM THE PRESIDENT 732,967 ROOM NIGHTS BOOKED
Dear Members, As you will read in the ensuing pages, 2015 The future could not be more exciting for ROOM NIGHTS BOOKED THROUGH was another year with positive year-over- our city. Everyone knows the Super Bowl is 144,590 INTERNATIONAL LEISURE AND REUNIONS There’s no question about it. This is a great year results in all departments. Nevertheless, coming here in a few months. And just like the time to be in Houston’s hospitality business technology continues to alter both business NCAA Final Four held here this year, Houston and its related sectors. and leisure pursuits in ways that require daily will shine as few other host cities have. VISITORS THROUGH THE VISIT HOUSTON monitoring. And, as each member can vouch Houston is a premier destination. Let’s enjoy NETWORK OF WEBSITES Our town and the entire Gulf Coast region for, the speed at which these changes take the spotlight! 6 million are enjoying growth despite the downturn in place can be confounding. the energy sector. Some have experienced Your team is poised and ready to serve you, job loss, for sure, but to be certain this kind That is why Visit Houston continually works our board, our members, our customers and of inevitable economic cycle is something we to establish, and then refine, metrics to define our city. 140 members know how to endure. In fact, some businesses success. We build and develop strategic plans ADDED TO THE CITY'S LARGEST NETWORK have found ways to thrive. by segment and then adjust our benchmarks OF HOSPITALITY BUSINESSES based on results. I want the Visit Houston Houston continues to experience new hotel team to be recognized as one of the most construction and that benefits our member- progressive, innovative, nimble and custom- MIKE WATERMAN ship and better positions us to sell Houston er-centric sales and marketing organizations President, Greater Houston Convention $54.4 million as a destination. Residential construction, in the country. I firmly believe that our re- and Visitors Bureau GENERATED FOR LOCAL ECONOMY THROUGH both downtown and in the surrounding areas, sources, talent, vision and alignment give us a FILM AND COMMERCIAL PROJECTS will create additional retail and restaurant competitive advantage against other cities. offerings, which are key elements for attracting visitors. As we elevate our game, I ask that our members, partners, hoteliers and board The media is also recognizing our city as one members follow suit. Now is the time to of the top cultural and culinary destinations in further demonstrate the value of tourism in the nation. Houston has a long history of blaz- Houston. To enhance that visitor experience, 2015 KEY ing new trails and leading through innovation. we have to improve transportation, better This passionate drive, plus our remarkable connect areas of our city, and continue to collaboration between the public and private market the total Houston brand. Unveiling the ACCOMPLISHMENTS sectors, is making Houston a better place to new assets around the George R. Brown Con- live, work and play. vention Center will continue to be a priority.
4 5 LETTER FROM THE CHAIR CITY & COUNTY OFFICIALS
Dear Members, As this organization continues its record Mayor City Council County Judge of achievement, I ask that our members, Sylvester Turner District A - Brenda Stardig Ed Emmett What a ride we are on! As you know, Houston partners and board members follow suit. Now enjoyed tremendous exposure from hosting is the time to further demonstrate the value District B - Jerry Davis the NCAA Final Four earlier this year and of tourism in Houston. To enhance that visitor Controller District C - Ellen Cohen Commissioners now we are currently readying the city to experience, we have to improve transpor- District D - Dwight Boykins host Super Bowl LI in February. I cannot think tation, better connect areas of our city and Chris Brown Precinct 1 - Gene Locke of another time during my decades in the continue to market the total Houston brand. District E - Dave Martin Precinct 2 - Jack Morman hospitality business when Houston has had I believe re-imagination of the convention District F - Steve Le Precinct 3 - Steve Radack more opportunity to spotlight our great city to district, which will be complete later this year, District G - Greg Travis the rest of the world. will help us to market and sell the Houston Precinct 4 - R. Jack Cagle experience like never before. District H - Karla Cisneros Gone are the days of feeling second to District I - Robert Gallegos other destinations. With increasing strength Thank you for your service as a member of District J - Mike Laster in everything from attractions to the arts, our organization. These days, Houston’s culinary to lodging, Houston’s hospitality star is shining brighter than ever. And I’m District K - Larry Green sector can hold its head high. I hear it among confident that the team we’ve put together At-Large 1 - Mike Knox my peers in the hotel industry and beyond, will continue to capitalize on the great At-Large 2 - David Robinson this is an unprecedented time. And as you opportunities that lie ahead. will see in this report, the Greater Houston At-Large 3 - Michael Kubosh Convention and Visitors Bureau is taking At-Large 4 - Amanda Edwards advantage of this chance to make our city At-Large 5 - Jack Christie even better. New records were achieved in NICK MASSAD many departments last year and I know, with Chair, Board of Directors Mike Waterman’s continued leadership, even Greater Houston Convention more great things are still to come. and Visitors Bureau
6 7 2015 EXECUTIVE COMMITTEE OF THE BOARD OF DIRECTORS 2015 BOARD OF DIRECTORS
CHAIR MEMBERS AT LARGE HOTELIERS The Honorable Annise D. Parker Fernando Cuéllar John Johnson Judy Orlando Rebecca Greene Udden Jim McIngvale NICK MASSAD, JR. SCOTT AUSTIN JOHN KEELING Mayor - City of Houston Hilton University of Houston Silver Eagle Distributors Omni Houston Hotel Westside Main Street Theater Gallery Furniture American Liberty Hospitality Inc. American Liberty Hospitality Inc./ Hotel & Lodging Association of The Honorable Ed Emmett David B. DeVane Tony Keane Sharon M. Owens Dawn Ullrich Robert McNair County Judge - Harris County Sysco Houston, Inc. International Facility Management La Maison in Midtown, Houston First Corporation Houston Texans Embassy Suites Houston Downtown Greater Houston (Chair) Scott Austin John Ferrari Association Bed & Breakfast Luther Villagomez John L. Nau, III CHAIR-ELECT American Liberty Hospitality, Inc./ AFC Transportaton John Keeling Kim Padgett George R. Brown Silver Eagle Distributors, L.P. DEAN GLADDEN PHYLLIS J. BAILEY JUDY ORLANDO Embassy Suites Houston Downtown William Fitch Hotel & Lodging Association of The Padgett Group Convention Center Dan Nip Alley Theatre 3B Resources Group Public Relations, LLC Omni Houston Hotel Westside Phyllis J. Bailey Staging Solutions, Inc. Greater Houston (Chair) Jerry Paduano Mike Waterman Global Century Development LLC 3B Resources Group Public Terence H. Fontaine Nicki Keenan Hilton Houston North Greater Houston Convention Denise O’Connell SECRETARY ROBERT W. HARVEY JOE PALMIERI Relations, LLC Metropolitan Transit Authority of Landry’s, Inc. Joe Palmieri and Visitors Bureau Joel Osteen Alan D. Bergeron Harris County Darryl King Hilton Americas-Houston Lakewood Church NICKI KEENAN Greater Houston Partnership Hilton Americas-Houston Bergeron Management Services Mike Giangrosso Quality Hospitality Consulting, Inc. Robert C. Robbins, M.D. CHAIR EMERITUS Chris Pappas Landry’s Inc. John C. Binick Bay Area Houston Convention Barbara Laken Texas Medical Center Donald J Henderson Pappas Restaurants, Inc. JOHN JOHNSON GREATER HOUSTON RESTAURANT Hilton Houston Post Oak and Visitors Bureau United Airlines Jamey Rootes DJH Consulting, LLC Arthur L. Schechter TREASURER Silver Eagle Distributors ASSOCIATION (IMMEDIATE PAST PRESIDENT) Alison Birdwell Mohamed Gire Jerry Martin Houston Texans Greenberg Traurig, LLP TOM NETTING REGINALD L. MARTIN JR. ARAMARK Sports & Entertainment Richmond Development KPRC Mark Sampsell LIFETIME DIRECTORS Jack Sweeney Hyatt Regency Houston DARRYL KING Susan Bischoff Company LLC Reginald L. Martin, Jr. DoubeTree Houston Sandy Hulver The Houston Chronicle Susan Bischoff Community Dean R. Gladden Greater Houston Restaurant Intercontinental Airport Hospitality Consultant Quality Hospitality Consulting Inc. RESTAURATEUR Marketing Alley Theatre Association (Immediate Past Janis Schmees Burke Lance Livingston PAST BOARD CHAIRS PRESIDENT, GREATER HOUSTON CONVENTION CHRIS PAPPAS Helen Perrone Bonsall Jonathon Glus President) Harris County-Houston Texas Rodeo Productions George A. DeMontrond, III AND VISITORS BUREAU KEVIN O’BRIEN Pappas Restaurants Inc. DoubleTree by Hilton Houston Houston Arts Alliance Nick Massad, Jr. Sports Authority DeMontrond Automotive Group, Inc. MIKE WATERMAN Freeman Hobby Airport Shawn Gracey American Liberty Hospitality, Inc. Cissy Segall Davis HONORARY MEMBERS Ted Dinerstein Alex Brennan-Martin Hotel Derek Alfredo Matos Miller Outdoor Theatre Les Alexander The Dinerstein Companies IMMEDIATE PAST CHAIR Brennan’s of Houston Ryan Gullion Wyndham Hotel - Medical Center Chris Shepherd Houston Rockets Lupe Fraga Tad Brown Hotel Sorella Chris Miller Underbelly Kirbyjon H. Caldwell Tejas Office Products, Inc. ALEX BRENNAN-MARTIN HOUSTON FIRST CORPORATION Houston Rockets Vernita B. Harris Wyndham Houston Nancy Sims Windsor Village United Sonia Garza-Monarchi Brennan's of Houston DAWN ULLRICH Laurette Cañizares Impact Strategies Consultants, LLC West Energy Corridor Pierpont Communications Methodist Church Garza Protocol Associates, LLC Houston Museum District Robert W. Harvey Mark Miller Jaa St. Julien James R. Crane William E. Harrell CHAIR EMERITUS HARRIS COUNTY SPORTS & CONVENTION Galen Cobb Greater Houston Partnership Harris County Sports & Convention St. Julien Communications Group, LLC Houston Astros Thomas Jones, Jr. DONALD J HENDERSON CORPORATION (NRG PARK) Halliburton Stephanie Haynes Corporation (NRG Park) Stephanie Stegall Tilman J. Fertitta McConnell & Jones LLP DJH Consulting, LLC MARK MILLER Connie L. Cochran Hotel & Lodging Association of Bob Mitchell Houston Astros Landry’s, Inc. Donald McGregor, Jr. Texas Southern University Greater Houston (President) Bay Area Houston Economic Zaidi Syed Rosemary Garbett McGregor Companies Edgardo E. Colón Janet Hobby Partnership Del Frisco’s Restaurant Los Tios Ltd. Jim Mills CITY OF HOUSTON HOTEL & LODGING ASSOCIATION OF Harris County Sports and MKG Art Management Wade Morehead David Tagliarino Patricia Herrera F.E.E.D. TX Restaurant Group MAYOR ANNISE D. PARKER GREATER HOUSTON (PRESIDENT) Convention Corporation Willard Holmes Houston Marathon Houston Dynamo Main Connections Robert Sakowitz STEPHANIE HAYNES Gayden L. Cooper Museum of Fine Arts, Houston Committee, Inc. Latha Thomas Howard Jefferson Hazak, Inc. HARRIS COUNTY Space Center Houston & Manned Douglas M. Horn Karen Mulville Houston Museum of NAACP - Houston Chapter Milton L. Scott JUDGE ED EMMETT Space Flight Education Foundation The Houstonian Estates GreenStreet Natural Science Don Jordan The Tagos Group, LLC Scot Cotton Andrew Huang Tom Netting Jackie Traywick Jordan Capital Management Marshall Tyndall Marriott Marquis Houston Houston Galleria Hyatt Regency Houston Central Houston, Inc., Downtown Dr. Kase Lawal Chris K. Wilmot Joel Cowley Michael K. Jhin Kevin O’Brien Redevelopment Authority, Houston CAMAC International Corporation Glory Infrastructure, Inc. Houston Livestock Show and Rodeo Harbor Sky LLC Freeman Downtown Management District Carole Look Mark Yanke
8 9 2016 EXECUTIVE COMMITTEE OF THE BOARD OF DIRECTORS 2016 BOARD OF DIRECTORS
CHAIR MEMBERS AT LARGE HOUSTON FIRST CORPORATION The Honorable Sylvester Turner John Ferrari Barbara Laken Tom Segesta HONORARY MEMBERS PAST BOARD CHAIRS NICK MASSAD, JR. SCOTT AUSTIN DAWN ULLRICH Mayor - City of Houston AFC Transportation United Airlines Four Seasons Hotel Les Alexander George A. DeMontrond, III American Liberty Hospitality Inc. American Liberty Hospitality Inc./ The Honorable Ed Emmett William Fitch Ryan Laskey Barry L. Shank Houston Rockets DeMontrond Automotive Group, Inc. County Judge - Harris County Staging Solutions, Inc. The Westin Galleria & Hotel & Lodging Association of Tad Brown Ted Dinerstein Embassy Suites Houston Downtown HARRIS COUNTY SPORTS & CONVENTION Scott Austin Terence H. Fontaine Westin Oaks Greater Houston (Chair) Houston Rockets The Dinerstein Companies CHAIR-ELECT CORPORATION (NRG PARK) American Liberty Hospitality, Inc./ Metropolitan Transit Authority of Reginald L. Martin, Jr. Nancy Sims Kirbyjon H. Caldwell Lupe Fraga DEAN GLADDEN PHYLLIS J. BAILEY MARK MILLER Embassy Suites Houston Downtown Harris County Greater Houston Restaurant Pierpont Communications Windsor Village United Methodist Tejas Office Products, Inc. Alley Theatre 3B Resources Group Public Relations, LLC Phyllis J. Bailey Mike Giangrosso Association (Immediate Past Jaa St. Julien James R. Crane Douglas M. Horn HOTEL & LODGING ASSOCIATION OF 3B Resources Group Public Bay Area Houston Convention President) St. Julien Communications Houston Astros The Houstonian Estates SECRETARY ROBERT W. HARVEY GREATER HOUSTON (PRESIDENT) Relations, LLC and Visitors Bureau Nick Massad, Jr. Group, LLC Tilman J. Fertitta Thomas Jones, Jr. Alan D. Bergeron Mohamed Gire American Liberty Hospitality, Inc. Stephanie Stegall Landry's, Inc. McConnell & Jones, LLP NICKI KEENAN Greater Houston Partnership STEPHANIE HAYNES Bergeron Management Services Richmond Development Alfredo Matos Houston Astros Rosemary Garbett Darryl King Landry’s Inc. Susan Bischoff Company LLC Wyndham Hotel - Medical Center Zaidi Syed Los Tios Ltd. Quality Hospitality Consulting, Inc. JOHN JOHNSON HOTELIERS Susan Bischoff Community Dean R. Gladden Chris Miller Del Frisco’s Restaurant Patricia Herrera Donald McGregor, Jr. TREASURER Silver Eagle Distributors SCOT COTTON Marketing Alley Theatre Wyndham Houston West Latha Thomas Main Connections McGregor Companies TOM NETTING Marriott Marquis Houston Helen Perrone Bonsall Jonathon Glus Energy Corridor Houston Museum of Natural Howard Jefferson Jim Mills Hyatt Regency Houston JOHN KEELING DoubleTree by Hilton Houston Houston Arts Alliance Mark Miller Science NAACP - Houston Chapter Cherry Pie Hospitality, LLC Hobby Airport Vernita B. Harris Harris County Sports & Convention Jackie Traywick Don Jordan Robert Sakowitz Valencia Group JACQUES D’ROVENCOURT Alex Brennan-Martin Impact Strategies Consultants, LLC Corporation (NRG Park) Central Houston, Inc., Downtown Jordan Capital Management Hazak, Inc. PRESIDENT, GREATER HOUSTON Hilton Americas-Houston Brennan’s of Houston Robert W. Harvey Wade Morehead Redevelopment Authority, Houston Dr. Kase Lawal Milton L. Scott CONVENTION AND VISITORS BUREAU RYAN LASKEY Galen Cobb Greater Houston Partnership Houston Marathon Committee, Inc. Downtown Management District CAMAC International Corporation The Tagos Group, LLC MIKE WATERMAN The Westin Galleria & Westin Oaks Houston BARRY L. SHANK Halliburton Stephanie Haynes Tom Netting Rebecca Greene Udden Carole Look Marshall Tyndall Hotel & Lodging Association of Greater Houston Connie L. Cochran Hotel & Lodging Association of Hyatt Regency Houston Main Street Theater Jim McIngvale Chris K. Wilmot IMMEDIATE PAST CHAIR KEVIN O’BRIEN (Chair) Texas Southern University Greater Houston (President) Kevin O’Brien Dawn Ullrich Gallery Furniture Glory Infrastructure, Inc. Edgardo E. Colón Melissa D. Hensley Freeman Houston First Corporation Robert McNair Mark Yanke ALEX BRENNAN-MARTIN Freeman Harris County Sports and NRG Energy Sharon M. Owens Luther Villagomez Houston Texans Hotel Emma Brennan's of Houston GREATER HOUSTON RESTAURANT Convention Corporation Janet Hobby La Maison in Midtown, George R. Brown Convention John L. Nau, III TOM SEGESTA ASSOCIATION (IMMEDIATE PAST PRESIDENT) Gayden L. Cooper MKG Art Management Bed & Breakfast Center Silver Eagle Distributors, L.P. CHAIR EMERITUS Four Seasons Hotel REGINALD L. MARTIN JR. Space Center Houston & Manned Willard Holmes Kim Padgett Mike Waterman Dan Nip DONALD J HENDERSON Space Flight Education Foundation Museum of Fine Arts, Houston The Padgett Group Greater Houston Convention and Global Century Development LLC DJH Consulting, LLC STEPHANIE STEGALL RESTAURATEUR Scot Cotton Andrew Huang Kerry Ringham Visitors Bureau Denise O'Connell Marriott Marquis Houston Smart Financial Centre at Sugar Land Westin Houston, Memorial City Joel Osteen Houston Astros CHRIS PAPPAS Joel Cowley John Johnson Robert C. Robbins, M.D. CHAIR EMERITUS Lakewood Church CITY OF HOUSTON Pappas Restaurants Inc. Houston Livestock Show and Rodeo Silver Eagle Distributors Texas Medical Center Donald J Henderson Chris Pappas MAYOR SYLVESTER TURNER Fernando Cuéllar Tony Keane Jamey Rootes DJH Consulting, LLC Pappas Restaurants, Inc. Hilton University of Houston International Facility Houston Texans Arthur L. Schechter HARRIS COUNTY Jacques D’Rovencourt Management Association Mark Sampsell LIFETIME DIRECTORS Greenberg Traurig, LLP JUDGE ED EMMETT Hilton Americas-Houston John Keeling Embassy Suites - Energy Corridor Sandy Hulver Jack Sweeney Julie Farr Valencia Group Janis Schmees Burke Hospitality Consultant The Houston Chronicle Houston Museum District Nicki Keenan Harris County-Houston Sports Lance Livingston Association Landry’s, Inc. Authority Texas Rodeo Productions
10 11 12 13 DESTINATION SALES 732,967 The mission of the Destination Sales department is to SIGNIFICANT NEW BOOKINGS IN 2015 SIGNIFICANT MEETINGS HOSTED IN 2015 TOTAL ROOM NIGHTS BOOKED generate and convert the greatest possible number of Rotary International Delta Sigma Theta Sorority Inc, EXCEEDING 2015 GOAL BY 18% hotel room nights from trade shows, conventions, +25,000 attendees +13,800 attendees meetings and special events while promoting and selling the Houston area as a world-class meeting National Association of Drug Court Professionals Microsoft AES destination. The Sales team strives to reach its annual +5,000 attendees 3,268 attendees goals through direct sales activity and meeting planner American Nurses Association ABB, Inc. networking during attendance at major industry events +8,500 attendees +8,000 attendees and trade shows, direct marketing and city hosted visits. 459,197 Association of Equipment Manufacturers Shriners International TOTAL ROOM NIGHTS FROM CITYWIDE CONVENTIONS +7,000 attendees +8,500 attendees In addition to citywide conventions, the sales team ACHIEVING 104% OF 2015 GOAL also facilitates single-hotel, in-house groups. In 2015, Teachers of English to Speakers of Other Languages American Academy of Allergy, Asthma & Immunology the Destination Sales team contracted 460 groups for +7,500 attendees +5,000 attendees a total of 732,967 room nights, achieving 118% of its annual goal. American Association of Diabetes Educators American Bar Association +4,500 attendees +3,600 attendees TENTATIVE LEADS 2015 Groups using convention facilities afford the opportunity 1,268 American Society for Blood & Marrow Transplantation Passion Conferences to place business in multiple hotels and among our +2,500 attendees +14,000 attendees UP FROM 1,100 LEADS IN 2014 hospitality partners. This year, the Sales team secured 69 contracts for groups with meetings convening at the Hospitality Financial and Technology Professionals Texas High School Coaches Association George R. Brown or NRG convention centers. +5,500 attendees +10,300 attendees 2.9 million TENTATIVE ROOM NIGHTS UP FROM 2.4 MILLION IN 2014
14 15 TOURISM 144,590 The Tourism department is charged with the promotion Tourism secured 144,590 leisure room nights from The Tourism Summit further served as an opportunity TOTAL INTERNATIONAL LEISURE AND REUNION ROOM NIGHTS of the Greater Houston area as a destination with the international markets by working with wholesalers, tour to unveil the Houston First Matching Grant Program. EXCEEDING 2015 GOAL BY goal of increasing leisure travel to Houston. These operators, receptive operators and retail travel agents The program allows hospitality partners to partner up to 44% efforts are measured in increased returns for area as well as focusing on the reunions market. apply for funding for initiatives that could directly bring hotels, attractions, restaurants and others in the travelers to Houston from beyond a 150-mile radius. In hospitality sector. The department is also tasked with On the international PR front, the department secured total there were 27 applicants for the program of which working with the Houston hospitality industry to assist in 748 media placements, with a total of 9.8 million 14 groups received grants to promote their products. A leisure promotional efforts and encourage the creation impressions which generated $11.3 million in positive total of $250,000 in grants were awarded. of new leisure products. media value for the year. The Spanish-language website 442,000 visitors VisitaHoustonTexas.com logged more than 442,000 Finally, the Tourism department led an effort to create TO THE SPANISH-LANGUAGE WEBSITE, OF 2015 GOAL Tourism actively works with domestic and international visits in 2015, a 78% increase over the prior year. The a cooperative marketing initiative for regional destina- 113% travel trade, including wholesale, retail, online agencies accompanying Twitter and Facebook accounts grew to tion marketing organizations under the Visit Houston and tour operators in order to reach the traveling 5,263 and 13,680 respectively through in-house efforts umbrella. Visit Houston and Beyond includes the cities consumer. The Tourism team participates in travel and and help from Visit Houston’s Mexico office. Tourism of Alvin, Beaumont, Conroe, the Woodlands, Galveston, consumer trade shows and organizes sales missions also trained 5,005 travel professionals around the world Baytown, Deer Park, Sugar Land, Huntsville, Bay Area and familiarization trips to reach key clients in its top on how to sell Houston as a leisure destination, more Houston, Tomball, Pearland, Port Arthur and Brazosport. TRAVEL PROFESSIONALS markets. The department also handles visits to Houston than double the department’s annual goal. Partners have already come together on a new market- TRAINED IN SELLING HOUSTON by international media and manages the Spanish web- ing effort and plans are underway to attend major trade 5,005 site and social media presence to generate exposure In 2015, Tourism developed and executed the first and consumer shows. OF 2015 GOAL for Houston in Spanish speaking countries. Additionally, Houston Tourism Summit, giving members the oppor- 500% Tourism manages agencies representing the city in tunity to interact, find out more about Tourism’s new its top five international markets: Mexico, Canada, the direction and to learn about marketing opportunities to United Kingdom, China and Germany. promote their products to leisure travelers. 4,000 NEW SPANISH LANGUAGE SOCIAL MEDIA FOLLOWERS A 26% INCREASE OVER 2014
16 17 DESTINATION SERVICES 28 13 CONVENTION AWARENESS HOUSING PROGRAM EVENTS PROGRAM EVENTS EXCEEDING 2015 GOAL The Destination Services team is comprised of Employee Engagement executed a total of 21 employee Destination Events, Destination Services and events, maintaining an overall Excellent/Good rating of Employee Engagement. 92%. 150% OF GOAL FOR The Destination Events team coordinated more than The Destination Services team conducted 84 CONDUCTING SALES & SERVICE CALLS 43 events throughout the year, expanding their reach planning sessions, exceeding the 2015 goal. The to additional internal departments at Houston First team continues to expand the Destination Awareness (Marketing, Tourism, Membership, Human Resources Program, exceeding the 2015 goal of 23 events. This and Partnerships and Event Development) program helps connect the GHCVB with members, city ATTENDANCE establishing the department as the “go to resource” departments and the community to more effectively for event logistics. communicate the economic impact of conventions. 13 PROMOTION TRIPS The team supported Sales in the organization and In 2015 the team conducted numerous attendance coordination of pre-planning citywide site inspections, promotional trips representing 183,999 room nights familiarization visits, special events, sales missions, and 173,360 attendees, with the goal of showcasing sponsorships and key industry shows, achieving over Houston as the host for their next meeting. Services a 97% excellent/good rating from participating industry provides education and insight into Houston and 84 partners. Booths for Services' promotional trips, Tourism promotes the city as a meeting destination. PLANNING SESSIONS and Sales events were updated to showcase the Convention District’s participation in upcoming NCAA EXCEEDING 2015 GOAL BY 16% Final Four and Super Bowl LI events.
18 / 20 MAJOR ASSOCIATION PLANNERS EVALUATED, REACHING 90% OF 2015 GOAL
18 19 MEMBERSHIP
The mission of the Membership department is to develop and implement programs that support 95% 2015 MEMBERSHIP RETENTION RATE membership growth, revenue and retention, through education, engagement, and economic opportunity. EXCEEDING 2015 GOAL BY 11% The Membership department works with all other divisions to support and promote the organization’s overall objective of attracting convention, meetings and visitors to Houston. This collaboration enhances the membership program, helping retain existing members MEMBERSHIP MEMBER ENGAGEMENT and grow the base. The alignment with Houston First has continued to expand business opportunities for NEWSLETTERS ACTIVITIES members and make membership more attractive. 6 20
The primary Membership goal is to increase the REACHING 100% OF 2015 GOAL core membership base of 1,200 organizations by implementing a strategic plan to actively identify and convert business prospects into members.
A total of 140 new members were added in 2015. Membership met their membership engagement goals / 180 NEW MEMBERS RECRUITED IN 2015 with 6 engagements and member connection business 140 opportunities. This included a Houston Super Bowl REACHING 77% OF 2015 GOAL Business Showcase, a Summer Connection, Certified Tourism Ambassador Rally and membership involve- ment with the inaugural Houston Tourism Summit. The Annual Membership Appreciation Holiday Open House recognized 19 members for being event supporters and contributing goods and services throughout the year.
20 21 PARTNERSHIPS & EVENT DEVELOPMENT $20 million 2015 ECONOMIC IMPACT TO GREATER HOUSTON AREA In 2015, Partnerships & Event Development showed EXCEEDING 2015 GOAL BY healthy growth with its current portfolio of invested 33% events and launched its latest collaboration – the Space Commerce Conference and Expo (SpaceCom).
SpaceCom, executed in collaboration with NASA- Johnson Space Center, kicked off in November 2015 with great fanfare and a tremendous response. With 17,000 more than 50 credentialed media, attendees from 32 ROOM NIGHTS GENERATED IN 2015 states and 23 countries, it’s clear that there is a market for the next generation of space. The more than 1,700 EXCEEDING 2015 GOAL BY attendees were treated to keynotes from NASA 2,000 room nights Administrator Charles Bolden and other CEO leaders from the rapidly expanding space commerce field.
Comicpalooza continued to be an economic engine with a 25% increase in attendance to 40,000 for the SPACECOM COMICPALOOZA Memorial Day Weekend event, while producing over 16,000 room nights during a traditional need period 1,700 40,000 for the city. ATTENDEES ATTENDEES
Medical World Americas (MWA) increased its attendance to over 2,300 and strengthened the relationship and partnership with the Texas Medical Center, which continues to serve as an anchor for this event in MEDICAL WORLD AMERICAS Houston. With medical meetings being a key growth opportunity for Houston, MWA continues to be a flag in 2,300 the ground to highlight Houston’s medical assets and ATTENDEES relationship with the TMC and its institutions.
22 23 MARKETING ROOM NIGHTS GENERATED FROM WEB
The Marketing department promotes the Greater My Houston campaign. New in 2016 and also part of the 187,000 REACHING 94% OF 2015 GOAL Houston area as a convention, business and tourism My Houston campaign, a new TV spot was created and destination. These efforts include advertising, public aired featuring Kam Franklin and The Suffers. The TV relations, sponsorship, special events, promotions, spot showcased Market Square Park and the Downtown website and collateral development. Mural, as well as referenced iconic Houston landmarks.
The more people the organization is able to reach, the The international advertising efforts increased with greater its influence. In 2015, just over 6 million people dedicated media buys targeting key markets in Mexico, visited the Houston CVB’s web network, which includes: including Guadalajara, Monterrey and Mexico City. 6 million visitors VisitHouston.com, VisitaHoustonTexas.com (Spanish) Marketing’s domestic public relations efforts placed TO THE VISITHOUSTON.COM NETWORK OF SITES (now HolaHouston.com), MyGayHouston.com, Houston in the national spotlight with more than 300 HoustonCulinaryTours.com, IDoHou.com and media placements generated by pitches and media EXCEEDING 2015 GOAL BY 7% HoustonReunions.com, representing a 30% increase visits. These placements contributed to $18 million in over the previous year. positive publicity for the city in 2015. High profile placements included pieces in the Washington Post, Moreover, the network of websites generated 187,000 Forbes Travel, USA Today, the Wall Street Journal room nights in 2015 and direct spending of $116 million and Travel + Leisure. from the leisure visitor market. 315 The 2016 advertising efforts included a national print MEDIA GENERATED FROM JOURNALIST VISITS OR PITCHES campaign in the Wall Street Journal and digital place- ment in New York Times’ news, lifestyle and dining SURPASSING 2015 GOAL BY 80% sections. The local TV and cable broadcast ads aired in the Texas and Louisiana markets featuring the
62 /90 COORDINATED INTERVIEWS
24 25 HOUSTON FILM COMMISSION $54.4 million ECONOMIC IMPACT, REACHING 90.7% OF GOAL The mission of the Houston Film Commission is to TELEVISION SERIES SHOT IN HOUSTON 2015 increase the number of film and video projects shot Married to Medicine in the Houston area and build a sustainable film infra- structure. A healthy film industry puts heads in beds, H-Town Hustle 855 days OF FILMING TOOK PLACE IN 2015 creates jobs, expands the tax base and enhances the EXCEEDING GOAL BY image and visibility of the greater Houston community. Sisters in Law 6% The Little Couple In 2015, the Houston Film Commission recorded 210 film and video projects representing 855 shooting days. House Hunters International Direct spending locally by the film industry in 2015 totaled $18.5 million with a total economic impact of $54 million. $18.5 million FEATURE FILMS SHOT IN HOUSTON 2015 DIRECT EXPENDITURES IN 2015 Major projects filmed in Houston in 2015 included Good After Bad REACHING OF GOAL commercials for Vodafone, Nike, Ford, Bose and 90.7% Border Town Taco Bell. The latter being voted one of the 10 best commercials during Super Bowl 2016. The Johnson Be Not Afraid Space Center was the location of the international / 200 / 25 / 250 One Direction Drag Me Down music video. The video Pizza Joint 210 23 249 was tweeted about 22,000 times per minute the first FILM & VIDEO FILM & MARKETING PROJECT SPECIFIC day of release and won Best Music Video during the PRODUCTIONS EVENTS ATTENDED PRESENTATIONS 2016 British Music Awards.
The Houston Film Commission also continues to have a strong presence at major industry events including the Los Angeles, Austin, Dallas and Sundance film festivals, the American Film Market and SXSW. These events allow the Commission to connect with producers and filmmakers and more effectively market the Houston region as a film and video destination.
26 27 VISITOR INFORMATION SERVICES
The elements of the Visitor Information Services/Retail $138,725 Operations include information mail request fulfillment, REVENUE GENERATED IN 2015 the Houston Visitor Center/Gift Shop at Hilton Americas and the Explore Houston gift shop located at the ACHIEVING 96% OF GOAL George R. Brown Convention Center.
The mission of the Visitor Information Services department is to increase visitor attendance as well as length of visitor stays and encourage repeat visitation by providing relevant visitor information, attractive retail merchandise and a quality visitor experience. 17,102 WALK-IN VISITORS IN 2015 The department is also responsible for increasing revenue and maximizing profit generated by the 86% OF GOAL Houston First retail operations.
In 2015, this department generated net sales of $138,725, a 22.8% increase over the previous year. Visitor contacts, including walk-ins, phone calls and 8,144 13,328 mailings, came to 79,458, 119.5% of goal. PHONE CALLS MAILINGS 103% OF GOAL 144% OF GOAL 40,884 SOCIAL NETWORK REACH EXCEEDING 2015 GOAL BY 36%
28 29 GREATER HOUSTON CONVENTION AND VISITORS BUREAU GREATER HOUSTON CONVENTION 12/31/2015 12/31/2014 *STATEMENTS OF REVENUES, EXPENSES AND CHANGES IN FINANCIAL POSITION ASSETS AND VISITORS BUREAU Current Assets: FOR THE YEARS ENDED DECEMBER 31, 2015 AND 2014 *STATEMENTS OF FINANCIAL POSITION Cash and Cash Equivalents $ 9,536,415 $ 10,556,073 DECEMBER 31, 2015 AND 2014 Accounts Receivable 591,071 676,400 Prepaid Expenses 80,499 83,974 ** 12/31/2015 12/31/2014 Inventory - 6,758 REVENUES Total Current Assets 10,207,985 11,323,205 Public Sources $ — $ 10,386,188 Non-current Assets: Private Sector 1,543,869 2,029,820 Property and Equipment - Net 369,367 590,312 TOTAL REVENUES 1,543,869 12,416,008 Investments in Other Entities 1,052,200 435,000 Deposits 66,100 66,101 EXPENSES Total Assets 11,695,652 12,414,618 Operations & Administration 507,868 2,335,585 Convention Sales/Services 1,916,702 3,832,915 LIABILITIES & NET ASSETS International Group Sales and Tourism — 1,008,365 Current Liabilities: Private Sector Services 5,335 440,989 Accounts Payable ( 41) 91,089
Film Commission — 229,753 *Unaudited Report- Audited report Deferred Revenue 264,221 7,500 available after September 30, 2016 Protocol Alliance — 220,324 **GHCVB realigned with Houston Accrued Expenses 140,649 140,757 First Corporation July 1, 2014 Advertising & Promotional — 3,134,894 (see Structure and Funding). Total Current Liabilities 404,828 239,346 TOTAL EXPENSES 2,429,905 11,202,825 Calendar Year 2015 reflects the Agency Obligations 105,403 103,815 realignment being in place for 12 months while Calendar Year 2014 Unrestricted Net Assets 11,185,421 12,071,457 reflects only six (6) months of the *Unaudited Report- Audited report NET ASSET (DECREASE) $ (886,036) $ 1,213,183 new structure. available after September 30, 2016 Total Liabilities & Net Assets $ 11,695,652 $ 12,414,618
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