Visit Baltimore Annual Report & Business Plan FY2019-2020

1 Contents

02 MESSAGE FROM THE PRESIDENT & CEO AND BOARD CHAIR

03 OUR STRATEGIC VISION AND CORE VALUES

04 TOURISM BY THE NUMBERS Our Mission 06 CONVENTION SALES & SERVICES Visit Baltimore, a nonprofit membership organization, is the official sales and marketing MARKETING & COMMUNICATIONS organization for the city. We generate economic 14 benefits for the region through the attraction of convention, group and leisure visitors. We also work PUBLIC AFFAIRS to provide positive experiences for all guests. 24 Learn more about who we are, what we do and why it matters in the pages that follow. 30 MEMBERSHIP

32 OPERATIONS

37 APPENDICES

38 VISIT BALTIMORE LEADERSHIP & STAFF

2 1 A Message from the President & CEO and Board Chair An Inclusive Vision and Plan The past year has brought about transformative change community, we made big strides toward forming this BTID. at Visit Baltimore. In April, we moved to our new home at 400 The final steps in the process will take place next month, and East Pratt Street. It wasn’t just the gorgeous harbor views we hope to begin collecting funds before the end of 2019, for Visit Baltimore’s vision includes an action plan that steers the organization that sold us; the new space allowed us to design an office that use in 2020 and beyond. toward the future over the next several years. reflects the core values our staff created and embraced earlier this year. We believe that our space should make it easy for While we enhance and broaden our own capacities, our The following five pillars provide a barometer against which all decisions must all teams to participate in a values-focused work culture— eyes are also on the expansion of the Baltimore Convention be measured. They are: one that places an emphasis on practicing mindfulness, Center. The Visit Baltimore sales team continues to empowering collaboration, exemplifying adaptability and aggressively pursue and secure business that fits within 1. Business Model celebrating diversity. the current convention center space. However, we must a sustainable business model marked by increased efficiencies and revenues look towards the future of the building to ensure it 2. Marketing & Sales While we’re living those values, we’re working harder than remains functional and competitive. Over the past year, a marketing and sales platform delivering value for multiple stakeholders ever to drive visitation, book meetings, tell compelling we’ve worked closely with the Maryland Stadium Authority,

stories and reinforce the power and impact of tourism convention center, city officials and other important 3. Community Engagement throughout our communities, in City Hall and around stakeholders to develop an expansion plan. There’s more a catalyst for community engagement the nation. The marketing and communications team is work to do before the plan moves forward, but we remain 4. Culture working in earnest on a robust rebranding effort that will optimistic that a convention center expansion is on the a workplace culture of inclusion, opportunity and respect be launched in spring 2020. Stay tuned for the big reveal! horizon for Charm City.

5. Advocacy In the meantime, the establishment of a Tourism In the pages that follow, you’ll learn more about what we were an advocate for tourism and the visitor experience Improvement District in Baltimore will help us expand up to in FY19 and how tourism remains impactful in many our destination sales and marketing capacity, to include ways. Thank you for your support of our organization new national and international marketing initiatives. With and for everything you do to help push Baltimore to new and the vision and tremendous support of Baltimore’s hotel greater heights! A Values-Driven Organization

After completing the strategic visioning process and establishing these pillars, the team focused on identifying organizational core values. The entire Visit Baltimore staff participated in a day-long workshop to agree upon the following: AL HUTCHINSON JOHN FRISCH President & CEO Chairman, Baltimore Convention Grounded in respect, we: & Tourism Board of Directors • Practice mindfulness • Exemplify adaptability • Empower collaboration • Celebrate diversity

2 3 Tourism by the Numbers

Main Purpose of Trip:

52% Visiting friends or 17% Business relatives 4% Business – leisure 27% Marketable – trips Baltimore welcomed Visitor spending reached influenced by marketing 26.7 million $5.9 billion efforts visitors A 2% A 14.6% A 2.5% A 15.8% increase increase increase increase from 2017 from 2012 from 2017 from 2012 (source: Longwoods) 16 million 10.7 million 2.4 nights day visitors overnight average length generating $10.7 billion in total business sales and visitors of stay $734 million in State and City tax revenue

or nearly the entire leisure spending makes up cost of the Ft. McHenry 76% of all visitor spending $306 million in city $428 million in state tunnel ($750m) when it revenue generated revenue generated was built

overnight visitor spending spending on lodging, food & beverage makes up 70.7% of all accounts for 51% of all visitor spending Tourism sustained 86,414 jobs both directly and indirectly visitor spending

1 in 16.4 6.1% or enough to hire every jobs in the of private non- resident of Towson Baltimore region farm employment Without the state and local taxes generated by tourism, each Baltimore household (source: Tourism Economics) would pay an additional $697 to maintain current level of government services

4 [All statistics in this spread refer to calendar year 2018-2019] 5 Convention Sales Services The Sales & Services team drives business and economic &impact to Baltimore and the region by booking and servicing conventions, meetings and events.

GOALS: • Focus on key regional markets and vertical industries by creating short-term business opportunities. • Develop relationships with accounts in emerging & non-traditional vertical markets. • Regain long-term sales momentum through an emphasis on the “Value Creation” sales strategy of Meet Local. • Continue to pursue the international and domestic tour market to encourage inclusion in East Coast itineraries.

STRATEGIES: • Attend market-specific industry tradeshows and events. • Leverage deployment, industry partnerships and database mining. • Develop customized bid proposals against key industries. • Form strategic alliances with Hills Balfour, CRUSA, Brand USA, USTA, and Maryland Office of Tourism & Development.

6 JASON VARNEY 7 SPOTLIGHT ON: FY2019 Booking Productivity THE CONVENTION SALES DEVELOPMENT PROJECT

346 During FY19, Visit Baltimore partnered total events with a third party to create a more tactical booking strategy, called the “Convention Sales Development Project.” 348,955 We worked in partnership with the local hotel room hotel community to analyze historical nights performance and clearly define what success looks like. Dustin Arnheim, Visit Baltimore’s new VP of Convention Sales 590,000 and Services will be leading this initiative estimated moving forward. As a next step in this attendees 53 convention center Total convention process, the Visit Baltimore sales team events booked center bookings will rate all future business based on the represent 191,762 factors we heard to be most important $315 million 32 are short-term bookings, room nights, 289,084 to local hotels: pattern, rate, pickup and arriving between CY2018 – CY2020 attendees and $214.5 in economic time of year. With these ratings in hand, million in estimated BIG impact we can and will be more strategic with our Remaining 21 BCC events will arrive economic impact. WIN CY2021 and beyond. Baltimore sales outreach and incentives and drive the

Source: Visit Baltimore most impact for you. It also allows us to Tourism maximize any holes in our calendar. Improvement Hotel Performance District

In May 2019, Mayor Bernard C. “Jack” Young signed the BALTIMORE NATIONAL AVERAGE Baltimore Tourism Improvement District (BTID) ordinance into law as part of an event at City Hall celebrating the CALENDAR YEAR CY15 CY16 CY17 CY15 CY16 CY17 economic impact of tourism and the start of National Occupancy 67.1% 67.8% 67.1% 65.4% 65.4% 65.9% Travel & Tourism Week. The signing marked another Average Daily Rate (ADR) $113.08 $115.73 $116.00 $119.88 $124.13 $126.72 significant step forward for Visit Baltimore and the City’s Revenue per Available Room (RevPar) $76.63 $78.44 $77.87 $78.56 $81.15 $83.57 hotel community in its collaborative efforts to increase supplemental funding for destination sales and marketing initiatives. Forming a BTID allows Baltimore to be more FISCAL YEAR FY17 FY18 FY19 FY17 FY18 FY19 effective in selling and promoting our destination and will Occupancy 66.5 63.6 63.7 65.4 65.9 65.9 help Visit Baltimore receive funding up to $7M per fiscal Average Daily Rate (ADR) 146.57 142.25 140.55 126.01 129.72 131.20 year. Visit Baltimore hopes to begin collecting funds before Revenue per Available Room (RevPar) 97.48 90.53 89.50 82.35 85.45 86.51 the end of 2019.

8 9 CIAA Tournament Need Period & Short Term Wins

Visit Baltimore aggressively pitched and won the bid to host the 2021-23 Central Intercollegiate Athletic BIG Association (CIAA®) Men’s and Women’s Basketball WIN Tournament. The CIAA is the nation’s first African American athletic conference and the annual basketball tournament is one of the most highly attended basketball tournaments among all NCAA divisions. Each year, the tournament has the potential to drive $50 million in total economic impact locally, and bring 150,000 people to the city for games, shows, forums and more.

The CIAA Men’s and Women’s basketball tournament is an impactful event at any time of the year, but especially during what is traditionally a slower period for the tourism industry. This is a tremendous opportunity for our community to roll out the red carpet and make meaningful social and business connections over the last week in February.

Visit Baltimore and the CIAA partnered to host a press conference to announce the big news in January 2019. The AP, Baltimore Sun, Baltimore Business Journal, and Sports Travel Magazine were just a few of the media outlets that covered this exciting announcement. Baltimore’s local broadcast stations also tuned in to the event.

UCI WORLD CLASSIC SERIES: A new, one-day BLACK ENGINEER OF THE YEAR AWARD STEM world-class cycling race will put an international spotlight on GLOBAL COMPETITIVENESS CONFERENCE: Career Baltimore with the race broadcasting on television worldwide. Communications Group, Inc. (CCG) selected Baltimore as the The race will occur in Baltimore 2020-2022, starting over Labor host city for its Black Engineer of the Year Award (BEYA) 2024 Day in 2020. An expected 100,000 attendees are expected to and 2025 Science, Technology, Engineering and Math (STEM) visit Baltimore for the event each year. Global Competitiveness Conference. More than 10,800 students and professionals are expected to convene in Baltimore in

NATIONAL ASSOCIATION FOR COLLEGE ADMISSION February of 2024 and 2025 utilizing more than 4,600 total COUNSELING: This group will help fill a crucial gap during room nights and generating over $3 million in economic impact a need period for meetings and conventions in Baltimore. An each year. estimated 6,500 college admission counseling professionals will convene in Baltimore September 17-25, 2023. This group will utilize more than 18,046 total room nights and generate $9.8 million in economic impact.

10 11 THE CASE FOR PROGRESS We Support a BCC Renovation and Expansion

Visit Baltimore continues to do its part in advocating for an expanded convention center. In the OPPORTUNITIES WITH AN EXPANDED CONVENTION CENTER last 5 fiscal years, we’ve lost 2 million hotel room nights due to date or space availability at the Estimated economic impacts generated from expanded BCC operations

convention center, representing 45% of all center-related lost business. BALTIMORE CITY

CURRENT ESTIMATED NEW 3 YR. HISTORICAL AVG. DOLLARS & JOBS POTENTIAL BALTIMORE IS FALLING BEHIND – AND WE’RE FALLING BEHIND QUICKLY our competitors are bigger and newer Economic Impact $529.6 million $145.8 – 204.3 million $675.4- 733.9million In 1997, the last time the Baltimore Convention Center was Tax Revenue* $17.4 million $5 - 7 million $22.4 - 24.4 million TOTAL EXHIBIT UPDATED/ expanded, the venue was the 25th largest in the U.S. by total CITY SPACE (sq. ft.) EXPANDED Jobs 4,500 1,300 – 1,800 5,800 - 6,300 exhibit space. Today, Baltimore has fallen to #34 on the list. Washington, D.C. 703,000 2010 Earnings $219.6 million $60.2 – 84.4 million $279.8 – 304 million Philadelphia 679,000 2011 Source: Access Intelligence, BCCC Expansion Market Demand Analysis & Estimate, March 2018. SURROUNDING COUNTIES Indianapolis 566,000 2011 Economic Impact $135.7 million $36.7 – 51.5 million $172.4 – 187.2 million Nashville 353,000 2013 Columbus 337,050 2017 Tax Revenue** $18.6 million $5 – 7 million $23.6 – 25.6 million Pittsburgh 313,100 2003 25th 34th Jobs 1,500 300 - 500 1,800 – 2,000 Baltimore 300,000 1997 1997 2018 Earnings $29 million $7.6 – 10.8 million $36.6 – 39.8 million Charlotte 280,000 2018*

*City Council approved plans for expansion and renovation Source: MSA BCC Expansion Study Update, July 2018

76% 80% 88% A potential WE LOSE MORE BUSINESS BECAUSE THE BCC IS TOO SMALL THAN FOR ANY of total jobs generated of total economic impacts of annual earnings 28.7 – OTHER SINGLE REASON from an expanded BCC will generated from an generated from an 40.2% occur at the City level. expanded BCC will occur expanded BCC will occur increase in tax revenues at the City level. at the City level. at the City level.

of recent BCC 393 events lost, worth two million room nights lost business is 45% and $760 million in estimated economic impacts due to lack of capacity Source: Visit Baltimore THE BCC’S RETURN-ON-INVESTMENT HAS NEVER BEEN STRONGER. THE TIME IS RIGHT.

Annual fiscal impacts generated by BCC operations underscore the traditional 1/3 City vs. 2/3 State split BALTIMORE WILL CONTINUE TO SEE GROUPS OUTGROW US of operating deficit and bond subsidy. They also show how the BCC has been a smart investment, 4.6:1 4.1:1 Natural Products has been in Baltimore 9 straight Otakon held their show in Baltimore for 18 straight generating steady returns at the State and City levels. STATE RETURN CITY RETURN years, leaving us for Philadelphia in 2020. years, leaving us for Washington D.C. in 2017.

Source: Baltimore Convention Center

12 13 Marketing Communications The Marketing & Communications Department drives awareness and & visits to Baltimore.

GOALS: • Elevate the Visit Baltimore brand • Create and share compelling brand stories to answer, “Why Baltimore?” • Spotlight the amazing assets all around our city

STRATEGIES: • Capture new photography across the city for use in editorial and advertising • Develop marketing campaigns centered around Baltimore’s cultural and culinary renaissance with messages that serve target audience needs • Expand social media content production and carry out content partnerships with geographically or culturally influential brands • Produce eye-catching collateral, revamp publications and build pop-up experiences that put a focus on human connection • Secure timely and topical press coverage in national newspapers and magazines, as well as enthusiast publications

14 JASON VARNEY 15 Baltimore Print Studios Station North Tool Library

Partnership with Essence magazine CAM BE Leisure Campaigns

CULINARY CAMPAIGN: Visit Baltimore’s spring culinary advertisements on Essence’s Black Travel Guide, social media campaign encouraged audiences to slow down and savor posts and email marketing. Meet the moment through food and drink. The campaign targeted Millennials and appeared in publications such as Saveur, Bon ADVERTORIAL IN THE NATIONAL: A Baltimore Appetit, Cherry Bombe, Southwest Magazine, Better Homes & destination feature was published as an editorial supplement Gardens and more. in the March/April issue of The National, Amtrak’s onboard the and digital magazine. The 28-page feature highlights ESSENCE PARTNERSHIP: A springtime digital marketing Baltimore’s greatest assets from the corporate, academic, partnership between Visit Baltimore and Essence magazine healthcare and hospitality fields and dives into why Makers inspired African American Millennial families to choose Baltimore is a great place to live, work, play and invest. Baltimore for their next travel experience. Essence’s Julee Amtrak services more than 84,600 riders per day in 500 Visit Baltimore’s Meet the Makers campaign told the Wilson wrote online about her family’s weekend spent domestic destinations (46 states, DC and three Canadian story of Baltimore’s craft makers and the neighborhoods exploring the city’s landmarks, murals and African American provinces) and this level of positive exposure is a huge win they call home. Print and online ads encouraged outer cultural attractions. Other support included banner for our entire city. market audiences to visit Baltimore and get to know the people, businesses and neighborhoods fueling its thriving maker scene.

16 17 @eatlivetraveldrink @curious2119 @curious2119

Influencer @curious2119 Exchange Oftentimes, we head to a place with a plan to do all the typical sight-seeing Program and visit all the tourist spots. There isn’t anything wrong with that, but it’s also Visit Baltimore participated in an Instagram Exchange Program great to take a little time to visit different with Visit Philly and Destination DC. Baltimore Instagrammer neighborhoods and areas of a city as well. You never know what experiences will be @discovercharmcity traveled to both DC and Philly and had and what sights you may see from Baltimore hosted Philly and DC’s influencers in Charm City. simply exploring and walking around... Influencers @eatlivetraveldrink and @curious2119 posted fantastic coverage while in Baltimore, encouraging Philadelphia New and DC residents to book a trip. Visitor Web Updates Guides

As Visit Baltimore prepares for a new website Visitor Guides were revamped to streamline content launch in spring 2020, the team has focused on and incorporate relevant themes throughout. Recent building out evergreen content and its event issues delivered compelling content including a guide to information section. quintessential Baltimore bites, product vignettes encouraging readers to shop local and a how-to guide for experiencing NEIGHBORHOODS: 14 new neighborhood “Slow Baltimore.” The team also adjusted its publication profiles were added to Baltimore.org and the team schedule to produce a Fall/Winter guide and a Spring/ continues to optimize SEO and paid search. Summer guide.

18 19 New “We’d Love to Meet Initiatives You” Campaign HARBOR + LIGHT: Visit Baltimore hosted Harbor & Light, a free public event series that connected the local This campaign was targeted toward community and visitors with culturally the meetings and conventions diverse makers, craftspeople and industry and aimed to connect with creative entrepreneurs from across the C-suite executives and the meeting city. Held on the second Friday of the NEW MEETING PLANNER GUIDE: planners they work with. Target month from April through June, the We reimagined our Meeting Planner Guide geographics for this campaign were events offered hands-on workshops, to focus on timely topics such as creating the mid-Atlantic region, the Northeast tastings, live music and a marketplace inclusive events and choosing unique venues and Chicago. The print ads ran of locally made goods available for that give attendees a glimpse of the city’s in trade publications, and digital purchase. character beyond the tradeshow floor. integration included email, digital display ads, and other components. Direct mail and pop-up activations were also part of this new initiative.

DIGITAL MEDIA EXPERIENCE: Visit Baltimore pushed industry standards by making paper bid books a thing of the past in ICE TRIKE: Visit Baltimore showed its FY19. In March 2019, Visit Baltimore partnered EXPERIENTIAL TRADE BOOTHS: Visit Baltimore debuted an experiential concept support of the city’s LGBTQ community at with an online publishing platform to send bid at this year’s PCMA Convening Leaders in Pittsburgh. The concept, named Par- Baltimore Pride Weekend 2019, giving away books electronically. The platform allows Visit ticipate, is a traveling conversation and idea-sharing space. At PCMA, Participate traditional Baltimore lemon sticks to Block Baltimore to create interactive digital media took the form of a local cafe inviting attendees to linger over a cup of coffee, meet Party attendees. A street team of staff and experiences for clients that bring content to life Baltimore makers and artists and examine the impact meetings have on the local partners, led by CEO Al Hutchinson, drove through custom marketing pieces. community. Local makers Treason Toting Co., Sagamore Spirit, Vent Coffee Roast- a colorfully decorated “ice trike” through ers and author Kondwani Fidel joined Baltimore’s team in Pittsburgh to take part in the festivities, delivering the refreshing and the conversations, share their inspired products, and network with the nation’s top nostalgic treat to Pride attendees throughout meeting professionals. Station North. 20 21 In the Building Relationships with Media Major PR Press Hits

named Baltimore one of “The Top 20 Places to Travel in 2019”

named Baltimore in “Where to Go Next: 14 Best Places to Travel UK MEDIA MISSION: Visit Baltimore traveled to London to meet and Sunday People. The group experienced a well-rounded in the US in 2019” Samantha Brown and the Lethal Ladies of the Baltimore with top-tier journalists and pitch the City of Baltimore. The team itinerary that included tours of Baltimore’s world-class museums, Leadership School for Young Women met with a wide range of publications including The Sun, Travel an authentic Maryland crab feast, brewery and whiskey distillery Trade Gazette, Olive Magazine, BA Highlife, MTV UK and more. tours, a water taxi experience and so much more.

SAMANTHA BROWN’S “PLACES TO LOVE:” After working closely with the Visit Baltimore PR team, the PBS series “Samantha Brown’s Places to Love” aired JOHN WATERS FAM DC MEDIA DINNER: In May 2019, Visit Baltimore and an episode all about Baltimore in March 2019. Samantha also included Baltimore Visit Baltimore held a group press trip in conjunction with an Destination DC co-hosted a special media event titled “A exclusive media preview of John Waters: Indecent Exposure, the Perfect Pairing” at Chef Spike Gjerde’s newest restaurant, A in the Forbes roundup, “The Cheapest Places to Travel in 2019”, putting our city named Baltimore one of “The first major retrospective of the artist’s visual art in his hometown Rake’s Progress at The LINE DC. The event brought together an in the good company of an impressive list of domestic destinations including Best Weekend Getaways in the at the Baltimore Museum of Art (BMA). John Waters himself influential group of regional and national lifestyle, food and travel New Orleans, Atlanta and Miami as well as international destinations including United States” Jamaica, Turkey, and Grenada. provided a tour of exhibition highlights from his 160+ irreverent, media for an intimate experience to meet the makers from both unapologetic and provocative photographs, sculptures, sound destinations followed by sit-down supper emphasizing Baltimore MATADOR NETWORK and video works. and DC’s neighborly love. IMM: The Visit Baltimore PR team attended TravMedia’s IMM 2019 in New York, named Baltimore one of “The 6

which is the industry’s leading event for the media to meet travel and tourism Best US Travel Destinations for While in Baltimore, the media also experienced the city’s Nearly 20 editors and writers attended representing a variety brands. The team met with top travel journalists, editors and broadcasters to Black Travelers in 2019” pitch Baltimore. emerging arts and entertainment districts, met the visionaries and of top tier publications including Thrillist, The Guardian, artists fueling Charm City’s homegrown arts boom and visited the Washingtonian, Travel & Leisure, National Geographic Traveler, iconic institutions and local staples that inspired Waters and other , , , IPW: The team also attended Media Marketplace at the International Pow Wow THRILLIST Architectural Digest Condé Nast Traveler Washington Post The (IPW) to connect with domestic, international and trade media. Visit Baltimore named Baltimore one of “8 nationally recognized artists. Baltimore Sun, DC Modern Luxury and Bethesda Magazine. Visit met with 40 media contacts and pitched Baltimore story ideas on-site. Underappreciated American Cities Baltimore wrapped up the DC event with media appointments You Need to Check Out This Year” UK GROUP MEDIA FAM: Following a successful media mission, on May 3 to pitch Baltimore story angles and discuss editorial the PR team hosted a group of four top-tier UK journalists in interests with target travel editors and freelance writers who were June 2019. Outlets in attendance included The Sun, Reach PLC unable to attend the dinner. (Daily Star, Daily Mirror, Daily Express), About Time Magazine

22 23 Public Affairs Community &Engagement

24 25 JUSTIN TSUCALAS Visit Baltimore Education & Training Foundation

The Visit Baltimore Foundation offers funding to support students pursuing tourism related degrees at regional institutions of higher learning. Funding opportunities are available for Baltimore residents of all ages wanting to advance their career through continuing education and for organizations providing valuable workforce development in Baltimore’s hospitality and tourism sector.

2019 City Schools Community Academic Scholarship Transportation Fund Service Day and Recipients: The Visit Baltimore Foundation kicked off a partnership aiming to connect more Tourism Week Baltimore City students to downtown and surrounding attractions with a free or Patience Boadu-Abbam, MA discounted field trip. These attractions provide enriching learning experiences and are Hospitality Management, Visit Baltimore and Mayor Bernard C. “Jack” Young kicked off great examples of the variety of assets and future careers available in Baltimore’s tourism Morgan State University National Travel & Tourism Week with a special celebration at community. In its inaugural year, 70 eligible schools participated and the Visit Baltimore $2500 City Hall to celebrate the $5.7 billion economic impact of tourism Foundation funded or helped facilitate buses for nearly 4,000 Baltimore City students. in Baltimore. The event featured the signing of the Tourism Justus Hawkins, BS Improvement District bill, National Travel & Tourism Week Strategic Communication, proclamation, the unveiling of a new Tourism Matters: Faces of Morgan State University Visit Baltimore Education & Training Tourism campaign (flip the page to learn more) and a new round $2500 Foundation Board Of Directors of academic scholarships for those interested in careers in travel and tourism. Mori Johnson, BS Strategic Communication, CHAIR Jerry Edwards TREASURER Eleni Monois Bygone Maitre’d Leander Douglass was just one VICE CHAIR Al Hutchinson SECRETARY John Frisch As part of National Travel & Tourism Week, more than 100 Morgan State University of 20 members of Baltimore’s hospitality members of Baltimore’s hospitality community joined Visit $2500 community who participated in Visit Baltimore’s Peggy Daidakis Gregory Brown Baltimore, the Baltimore Office of Promotion & The Arts, “Tourism Matters” campaign. Raisa Lefé Rouse, MA Alex Smith Allison Burr-Livingstone Baltimore City Recreation and Parks, and MedStar Harbor Hospital Arts Administration and Michael Barrett Joya Dortch to clean, restore and beautify a gateway into South Baltimore. Museum Leadership Talib Horne Volunteers not only assisted in the restoration of a hidden gem of EX-OFFICIO & NON-VOTING Drexel University Helene Kahn public art –Patapsco River Project – but also, expanded out along Mia Blom $2500 Dawn Kirstaetter Middle Branch Trail and Park to clean and beautify the south Baltimore waterfront.

26 27 Tourism Matters: Our Faces of Tourism Campaign

“Tourism is important to me because it can be a

means through which one attains a real-world FULL LIST OF “TOURISM MATTERS” PARTICIPANTS education in various subjects such as Arts,

Architecture and History. As the owner of the Bradley Alston John Lee first-ever wax museum of African American Urban Ranger, Baltimore Doorman, Sagamore Pendry history in the nation, I take pride in being able National Heritage Area Baltimore to highlight the bountiful legacy of African Americans as well as ensuring that anyone who Kim Bethea Dr. Joanne Martin visits our museum leaves it knowing more than Team Leader, Oriole Park at Founder and Director, Camden Yards National Great Blacks they did when they entered” in Wax Museum —Dr. Joanne Martin Terrence Brooks Doorman, Sagamore Pendry Letta Moore Founder and Director, Baltimore Owner, KSM Candles National Great Blacks in Wax Museum Nora Campbell Khari Parker & Director of Sales, Shawn Parker National Aquarium Co-Owners, Connie’s Chicken and Waffles Jill Crowther-Peters Head Docent, Star-Spangled Allison Perrelli Banner Flag House and Owner, Luigi’s Italian Deli Museum Kelli Singleton Shauntee Daniels Executive Housekeeper, Executive Director, Baltimore Days Inn Inner Harbor National Heritage Area April Smith Leander Douglass Tour Guide, Pimlico “I started my tourism career 20+ years ago as a “Tourism provides a glimpse into the culture Maitre’d, The Bygone Race Course mate onboard the Water Taxis, helping to dock the and lives of others. At Connie’s, we enjoy it

boats, collect money and give tourists advice on when tourists stop by to visit. We appreciate the Franswayn Hawkins Michelle Torres where to go and what to do. That is when I caught exchange of love and stories, and embrace the Training Team Leader, Corporate Director of the tourism bug. It was also during this time that I joy that tourists bring to our day. It’s our aim to Waterfront Partnership Marketing, Phillips Seafood fell in love with Baltimore and wanted to share the make certain that tourists learn about the beauty Restaurants message of this great City with everyone that I met. and the historical charm of our wonderful City, Ron Heneghan Director of Education, Arch Watkins & Today, I still love how tourism can connect us to as well as the historical landmarks that we Chesapeake Shakespeare Mark McLaughlin our past, but I also value the connection with other operate within.” Theatre Company Co-Founders, Old Line communities and cultures that travel provides. I Spirits & the Ready Room —Khari Parker & Shawn Parker can think of few greater endeavors than to bring Terry Keemer Co-Owners, Connie’s Chicken and Waffles people together.” Public Safety Officer, David Williams Baltimore Convention Center Retail Supervisor, —Nora Campbell Centerplate Director of Sales, National Aquarium

28 29 Membership New Member Spotlight

Being a member of Visit Baltimore means more business opportunities. This team oversees a host of benefits and programs to help members market their products and services to leisure and convention visitors alike. By building a collaborative, engaged and informed hospitality and services network, we can help more people discover our city and ensure TAUERET THOMAS the best possible visitor experience when they are here. LETTA MOORE ALISA BROCK Taueret Thomas leads Khepera’s Kitchen, Letta is the owner of KSM Candle Co., Alisa, owner of Drama MaMa Bookshop, which provides personal chef services, which produces handmade vegan-friendly creates custom laser cut journals and catering and cooking classes in Greater products that are high quality and sourced notebooks. She got her start at one of new Diversity Baltimore. She also hosts a BYOB brunch in the USA. Knit, Soy and Metal has Baltimore’s incubator spaces, Open Works, every Saturday and Sunday, offering locations in the neighborhoods of Mount and now has her own studio in Station 808 21 Initiative members shrimp and grits, specialty French toast, Vernon and Woodberry. North where she offers bookbinding brisket skillet, omelets, daily specials classes. total and more. members overall Diversity 61 Initiative members 88% retained Membership produced 24 member events in FY19 with a total of 2,148 ANNIE HOWE ARCH WATKINS CAROLYN LYNCH Old Line Spirits was started by two Navy Carolyn is the founder of Mixolo, a social members Annie Howe, the creative mind behind members engaged during the events buddies who left corporate jobs to create app that makes it easier to go out solo. Annie Howe Papercuts, came to Baltimore something from the ground up. They Mixolo embraces adults who might other- to attend the Maryland Institute College reconnected as neighbors in Baltimore wise opt out of fun experiences because of Art and never left. Now settled in the and in 2017, Arch Watkins and Mark they feel pressure to find a plus-one. Hamilton-Lauraville neighborhood, Howe McLaughlin launched their whiskey Mixolo’s host portal enables seasoned enjoys meeting new people through her and rum distillery, Old Line Spirits, in event coordinators and hospitality and paper cutting workshops. She loves paper Baltimore’s Highlandtown neighborhood. entertainment venues to welcome guests cutting because it’s an affordable and new members in FY19 who may arrive without a plus-one for a 91 easily accessible craft that anyone can shared experience. learn. 30 31 Operations

The Operations division provides day-to-day support in the areas of finance, human resources, administration, technology and research. In addition, the Operations division includes convention housing, registration, call center operations and the Baltimore Visitor Center located in the Inner Harbor.

32 33 JASON VARNEY Engaging the Hospitality & Tourism Community

Customer service training Town Hall with Baltimore with Dr. Bryan K. Williams Police Commissioner Michael Harrison Our More than 300 members took part in this year’s Visit Baltimore’s mission is to showcase the best Town Hall Meeting at the Horseshoe Casino on of Charm City—to market and promote our diverse NEW OFFICE: Visit Baltimore moved down to the block to the 10th floor Thursday, February 7 for a discussion on customer array of neighborhoods, our warm and welcoming New of 400 East Pratt Street in spring 2019. The move and office redesign were service excellence with Dr. Bryan K. Williams and a people, and all the amazing attractions that make spearheaded by Chief Operating Officer Charles Jeffers and an employee panel of local hospitality leaders. Topics included how this place like no other city on earth. As stewards of task force. The team worked with local organizations, artists and makers to identify the difference between good service and the City’s brand, we care deeply about safety and to renovate and decorate the office. Most importantly, this team worked great service, how to achieve leadership excellence security in Baltimore and invite members to join the Space diligently to ensure the new space reflects Visit Baltimore’s core values. and how to employ positive company culture. conversation. In June, Commissioner Harrison joined Visit Baltimore to host a session where members OPEN HOUSES: We were excited to host Board Members, hospitality Dr. Williams also led an engaging panel discussion not only heard about solutions for Baltimore from community stakeholders and politicians, members and partners for a with Stephanie Wiedefeld, District Manager, the Baltimore Police Department but also had the series of open houses in June. Attendees toured the new space and took Miss Shirley’s Café; Travis W. Peterson, National opportunity to ask questions in an open forum. in the murals painted by local artists, local student artwork and a “Maker Account Manager, Southwest Airlines; and Nancy M. Wall” highlighting products created by Baltimore makers. And of course, Chacon, Hotel Manager, The Four Seasons. Following guests had the chance to enjoy refreshments on our patio overlooking the the Town Hall, free follow-up training sessions Inner Harbor. with Dr. Williams were offered to members of the hospitality community.

34 35 Appendices

Research and Workshops

CORE VALUES: In partnership with leadership BRAND RESEARCH: In partnership with Destination coaching and development firm Nebo, Visit Baltimore Analysts, Inc., Visit Baltimore conducted research went through an intensive process to establish in March 2019 to measure Baltimore City’s brand organizational core values in FY19. The entire Visit amongst metro residents in the five surrounding Baltimore staff participated in a day-long workshop to counties and regional leisure travelers. Metro residents establish the following core values, all grounded under continue to rank Baltimore highly on attributes such the overarching value of respect: practice mindfulness, as waterfront access, culinary experiences and historic empower collaboration, exemplify adaptability and attractions. However, residents rated Baltimore 5.8 celebrate diversity. These core values are already being out of 10 as a place to visit, down from 6.6 in 2017. used by our organization as part of recruitment and “More and/or discounted parking” was the top factor performance evaluation processes. residents said would motivate them to visit Baltimore City more often.

36 37 Leadership Visit Baltimore Staff EXECUTIVE STAFF Kat Taylor HOUSING AND CALL CENTER COMMUNICATIONS AND Senior National Sales Manager, PUBLIC AFFAIRS Al Hutchinson Tammy Davison Midwest BALTIMORE CONVENTION & President and CEO Director of Housing and Call Kelly Nagle TOURISM BOARD OF DIRECTORS Katherine Russo Center Operations Director of Communications Charles Jeffers Express Meetings Sales Manager CHAIR Chief Operating Officer Paula Eggleston Vacant John Frisch* Vacant Senior Citywide Housing Editorial Director Sarah Schaffer Miles & Stockbridge P.C. Executive Sales Coordinator Manager Chief Marketing Officer Mia Blom Amy Musgrove-LaPenna Kelly Trionfo Interim Director of Public Affairs Dustin Arnheim Donald Fry Onahlea Shimunek Sales and Services Coordinator Citywide Housing Manager Vice President of Convention Jessie Walker Margot Amelia Greater Baltimore Committee Lord Baltimore Hotel Sales and Services Danielle Rose Alexis Perry Public Relations Manager National Aquarium Convention Sales Coordinator Convention Staffing and Housing Bon Whiting Delegate Keith Haynes Alex Smith Manager Leticia Enos Vice President of Membership Eboni Kirkland Greg Bader 44th District Atlas Restaurant Group Community Engagement and Development Convention Sales Coordinator Calvin Coates Baltimore Orioles Manager Housing and Fulfillment Manager J. Howard Henderson Jim Smith Craig Vay Abigail Vitaliano Michael Barrett Henderson Advisory Group LLC Office of the Mayor Vice President of Finance and CONVENTION SERVICES Ledora Cornish Public Relations Coordinator Administration Call Center and Fulfillment Centerplate Lindsay Ruocco Manager David Hoffman Ricky Smith Deborah Ivory Director of Events & Tradeshows MEMBERSHIP Sagamore Pendry Baltimore Maryland Department of Transportation Executive Assistant to the Chandler Williams Greg Brown Olivia Puglisi Maryland Aviation Administration President and CEO Call Center Information Hilton Baltimore Associate Director of Convention d. Morales-Ricklin Specialist Al Hutchinson Services Director of Member Relations and Sales Erin Chamberlin Visit Baltimore Marcus Stephens Victoria Laurey CONVENTION SALES Camille Spilker Horseshoe Casino Plank Industries Call Center Information Convention Services Manager Pamela Pennington Specialist Alison Jones Aurelia Welsh Member Services and Events Director of Sales and Services Morgan Simonet Peggy Daidakis Days Inn Inner Harbor Colin Tarbert Manager Convention Services Manager Baltimore Convention Center Baltimore Development Corporation Kim Allison, CAE, CASE MARKETING Tia Wilson Director of Citywide Sales Ashley Johnson Shawn King Trish McClean Membership Coordinator Convention Services Coordinator Terry Donahue Under Armour Chuck Tildon Kireem Swinton Director of Brand Marketing Marriott Waterfront Hotel University of Maryland Medical Center Director of Sales Development, Brendan Janishefski Mid-Atlantic Region & OPERATIONS VISITOR CENTER Chris Madoo Director of Web Marketing Renaissance Harborplace Hotel Juan Webster Tradeshows Wanda Draper Kyla McConnell Jennifer Anderson Sagamore Pendry Baltimore Bridget Weininger Community Leader Rebecca Ramsey Director of Human Resources Manager of Visitor Services and Director of Meetings and Training Donna Marquez Regional Director of Sales, WC Harvey Conventions Marketing Jerry Edwards Hyatt Regency Baltimore Terry Worden Chicago/Midwest Regional Staff Accountant J’Quara Scott Chef’s Expressions Marriott Waterfront Hotel Office Amy Quarles Visitor Center Operations Anastasia O’Donnell Graphics and Production Eleni Monios Sally Sutera Coordinator Administrator Manager Vanessa A. Finney M&T Bank Regional Director of Sales, Peggi Powell Mid-Atlantic Nursery Trade Show Northeast Regional Office Janice Stewart Deanna Martino Visitor Center Services Office Manager Content and Publications Carolyn Mozell COUNSEL Shavonne Harding Supervisor Manager Tony Foreman Office of the Mayor Steve Bers Regional Director of Sales Keith Shuey Foreman Wolf Whiteford, Taylor & Preston Erica Malanga Eric Masterton Visitor Center Services RESEARCH AND TECHNOLOGY Social Media Manager Frank Remesch Director of Tourism Supervisor Royal Farms Arena Donald Lilley Kirby Fowler Elena DiPietro Kimberly Alvarado Kenyona Moore Laurie Nelson-Choice Manager of Information Systems Downtown Partnership of Baltimore Baltimore City Law Department Web Marketing Manager Visitor Center Custodial Services Director of Diversity and and Technology Kelly Schultz National Sales Lindsey Graham Specialist Michael Frenz Maryland Department of Commerce Natalie Jamieson Marketing Manager Maryland Stadium Authority Anita Nunez Cepollaro Manager of Research and Data Senior National Sales Manager Analysis Maggie Carter Marketing Coordinator Brian Chung Jessica Lehrer Senior National Sales Manager CRM Administrator Christina Ghani Visit Baltimore Advisory Committees Senior National Sports Manager Thank you to the members of our volunteer Cultural Tourism, Group Tour, Diversity & Inclusion and Membership Advisory Committees for your time, consideration, creativity and efforts on our behalf!

38 39 Employee Spotlight

Social Media Manager ERICA MALANGA Senior National Sales Manager Senior Manager of Housing was named one of Destination BRIAN CHUNG was named Meeting CHARLYENE E. GRIMES retired after International’s 30 Under 30 recipients. Professional’s International (MPI) spending 34 years with Visit Baltimore. Supplier of the Year.

What sets Maryland crabs apart? Hearty local crabs that are steamed, never boiled. – Photo by Jason Varney Photography MAKE TIME FOR Tradition Eating Maryland crabs is a communal of napkins. It takes time, it takes experience. You can’t learn how to do effort and it’s better in the sunshine it alone. It’s best to have a veteran or of a lazy afternoon. Slow food isn’t a LETICIA ENOS was promoted to two by your side to show you what trend in Baltimore; it’s a way of life. CALVIN COATES was promoted to PAULA EGGLESTON was promoted Housing and Fulfillment Manager. to Senior Citywide Housing Manager. Community Engagement Manager. to crack, what to pull and where to And dining here isn’t just about an dig in. You need buddies who will outstanding meal — it’s about the grab the next bushel, order another memories and the friends you make round of beer and bring lots and lots along the way.

BALTIMORE.ORG > SAVOR THE MOMENT WITH US

40 41

2800_VISIT_8x10.875_BonAp.indd 1 3/14/19 10:37 AM Appendix A: Revenue and Expenses

Occupancy Tax • $14,602,570 • 87.2% Occupancy Tax • $13,143,970 • 85.7%

Convention Services/Housing • $871,283 • 5.2% Convention Services/Housing • $797,960 • 5.2%

State Funding • $362,777 • 2.2% Membership • $383,000 • 2.5%

Membership • $341,846 • 2.0% State Funding • $360,000 • 2.3%

Other • $314,035 • 1.9% Promotional Participation • $249,950 • 1.6% FY19 FY20 FORECAST Promotional Participation • $102,960 • .6% BUDGET Other • $217,250 • 1.4% REVENUE REVENUE Sponsorships/Partnerships • $96,000 • 0.5% Sponsorships/Partnerships • $135,500 • 1%

Advertising • $62,399 • 0.4% Advertising • $50,000 • 0.3%

$16,753,870 TOTAL REVENUE $15,337,630 TOTAL REVENUE

Salaries & Benefits • $7,066,673 • 46.1%

Salaries & Benefits • $6,520,055 • 38.8% Sales, Services & Tourism • $2,487,210 • 16.2%

Sales, Services & Tourism • $3,727,436 • 22.2% Marketing & Communications • $2,864,340 • 18.7% FY19 FY20 EXPENSES EXPENSES Marketing & Communications • $3,466,314 • 20.6% General Operations and Membership • $2,919,407 • 19%

General Operations and Membership • $3,082,906 • 18.4% $16,796,711 TOTAL EXPENSES $16,796,711 TOTAL EXPENSES

42 43 Appendix B: Hotel Performance | Sales and Appendix C: Visitor Profile Services Productivity | Membership

DAY VISITORS OVERNIGHT TOTAL 16,000,000 61% 10,700,000 40% HOTEL PERFORMANCE DIVERSITY/MULTICULTURAL BOOKINGS Children 3,680,000 23% 2,354,000 22% I. FY19 Hotel Tax Collections: $33,016,707 (preliminary) Adults & Children Religious: Adults 12,320,000 77% 8,346,000 78% • Visit Baltimore booked 29 events within the Religious market VFR 6,560,000 41% 5,564,000 52% II. Number of Hotels in the pipeline: alone, the highest in the past 5 years. Representing over 35,000 Marketable Trips 8,000,000 50% 2,889,000 27% Trip Purpose Over 700 hotel rooms are expected to open between 2020 – 2021. room nights Business 1,120,000 7% 1,819,000 17% Business & Leisure 320,000 2% 428,000 4% [Source: Smith Travel Research] • 11 of which will arrive in CY2020, including the Pentecostal January-March 23% 22% Assemblies of the World arriving next Summer and bringing April-June 22% 27% VISITOR SPENDING BY CATEGORY 5,000 attendees Season of Trips July-September 27% 28% nnnnnnnnnn n 30% Food & Beverage October-December 28% 24% nnnnnnnnnn Multicultural: 18-24 14% 11% nnnnnnnnnn n 21% Lodging Including some Religious groups, a total of 18 diversity groups were 25-34 24% 23% nnnnnnnnnn Average Age nnnnnnnnnn booked in FY19. 35-44 22% 20% n 20% Transportation Day: 43.1 n nnnnnnnnn • Worth 28,518 future room nights Overnight: 43.8 45-54 16% 17% nnnnnnnnnn n • 40,419 total attendees 55-64 13% 17% n nnnnnnnnn 16% Recreation 65+ 11% 12% nnnnnnnnnn • Generating $17.9 million in economic impact nnnnnnnnnn n 13% Retail Gender 49% Female 52% Female 7 booked at the Baltimore Convention Center White 71% 74% [Source: Tourism Economics] • Including 2024 AND 2025 BEYA STEM Global Competitiveness Race African-American 16% 16% Other 13% 10% VISITOR SPENDING BY MARKET Conference Under $49.9k 40% 40% PURPOSE: 76.1% Leisure/23.9% Business • Bringing over 10,000 attendees $50k-$74k 22% 23% DAY/OVERNIGHT: 70.7% Overnight/29.3% Day • Generating $3 million in economic impact each year Household Income $75k-$99.9k 15% 18% MARKET: 93.4% Domestic/6.6% International $100k+ 23% 20%

[Source: Tourism Economics] MEMBERSHIP College/Post Grad 64% 65% Education Some College 22% 20% • 808 total members as of June 30, 2019 Children in HH? 51% No children under 18 54% No children under 18 BOOKINGS BY MARKET SEGMENT • Diversity Partners: 82 total diversity members. 24 joining in Full time 59% 55% The Education, Health & Medical, and Sports markets continue FY2019 including the Reginald F. Lewis Museum, Drama MaMa Employment Part time 9% 11% to be high value markets for Baltimore – Booking 102 of these Bookshop and Natasha’s Just Brittle. Retired/Not working 31% 34% events in FY19, representing almost 40% of all room nights Travel Party Size 2.6 Persons 2.7 Persons . booked Personal Auto N/A 63% Transportation Air Travel N/A 28% Between CY2020 – CY2023, 43 of these events will arrive in Baltimore Rental Car N/A 18% generating over 107,000 hotel room nights, including: Only 1 night N/A 36% Length of Stay Avg. nights N/A 2.4 • 3 years of the CIAA tournament, beginning in CY2021 and Hotel/Motel N/A 47% bringing over 10,000 attendees Accommodations Friends/Relatives N/A 29% • National Funeral Directors Association arriving in CY 2022, Other N/A 6% representing over 8,000 total room nights Shopping 26% 29% Fine Dining 9% 14% • National Association for College Admission Counseling Museum 11% 16% arriving in CY2023, representing over 18,000 total room nights Activity Participation Landmark/Historic 9% 15% Waterfront 8% 10% Nightlife 9% 18% 44 45 Rebecca Smith

THIS YEAR’S VISIT BALTIMORE ANNUAL REPORT & BUSINESS PLAN FEATURES AN ILLUSTRATED COVER FOR THE FIRST TIME EVER.

Cover artist Rebecca Smith is an independent illustrator & designer located in Baltimore. She runs a one-woman-creative-studio by the name of Rabeccky Creative Co. Baltimore Magazine, Chesapeake Bay Magazine, and Oyster Recovery Partnership are among her many local clients. While she was studying at Towson University, Rebecca got her professional start as the in-house designer for True Chesapeake and The Local Oyster.

Her specialties include package design, repeat patterns, and food illustration. Rebecca’s most notable work can be found on wine shelves across the country by way of 25+ labels for Old Westminster Winery & Better Wine Co. While she now draws & designs for the hospitality industry, Rebecca spent the first few years of her 20’s working in hospitality for The Walt Disney Company.

46 47 Sincere Thanks to John Frisch

In Recognition of Your Passion, Commitment and Dedicated Service as Chair of the Baltimore Convention and Tourism Board

July 2014 – June 2020

THANK YOU!

48 49 400 E Pratt St. • 10th Floor Baltimore, MD 21202 Baltimore.org