ANNUAL REPORT AND BUSINESS PLAN FISCAL YEARS 2017-2018

BALTIMORE: the Big Picture

-1- FROM THE PRESIDENT & CEO AND BOARD CHAIR BALTIMORE: the Big Picture

The theme of this year’s report is relevant in many ways. First, it reminds us of our core mission. As the City’s destination CONTENTS marketing organization, Visit Baltimore’s job is to promote Baltimore, painting a destination picture that inspires and influences the decisions of individual travelers as well as meetings and convention groups. FY2017 numbers demonstrate how we are fulfilling that mission: our sales team booked 385 unique pieces of business for future years; our services team, together with our hospitality partners, welcomed more than 471,000 attendees from business that convened in Baltimore, including high- OUR ROLE 3 Tourism Matters profile events such as the Army Navy Game and the National Urban League Convention; and, our marketing and PR teams’ Visit Baltimore, a private, collective efforts helped drive a record 25.9 million total person trips to Charm City. Of course, it is also our responsibility to not-for-profit membership share the big picture about why a healthy and thriving meetings and tourism industry matters (see Tourism Impact Report on 7 2017 Highlights organization, is the official sales page 6). That task was particularly important in FY2017 as we took our case for Visit Baltimore’s funding to our elected officials and marketing organization for in Annapolis, resulting in the renewal of our base of hotel tax dollar support through FY2022. Baltimore City. Convention Sales & Services 15 Second, it reflects new efforts underway and new tools at our disposal. With leadership change in November, Visit Baltimore took a purposeful pause to listen to our stakeholders, by having focused discussions about our Baltimore narrative and our We generate economic benefits position within the Baltimore community. Visit Baltimore has long championed Baltimore as a city of neighborhoods, but 21 Marketing & Communications for the region through the we have also taken recent strides to ensure that our message and our membership reflect this longstanding commitment attraction of convention, group to inclusivity. Our membership network grew to 775 area businesses representing every district, including 26 new women and leisure visitors. We also work and/or minority-owned businesses through our Diversity Membership Program. Our marketing team enlisted local Baltimore Visit Baltimore Education & to provide a positive experience 25 talent to create music for a new – including footage from 90 unique attractions, events and Training Foundation Blaqstarr destination video for all guests. neighborhoods – to better depict the Baltimore experience (in two and a half minutes). We are also expanding the MyBmore campaign, a testimonial campaign at heart, to include the people who know Baltimore best – Baltimoreans – through Learn more about who we are, 27 Membership #MyBmore. By investing in new technologies, we are now able to incorporate user-generated content sourced through social what we do and why it matters media channels, images that are visually inspiring to travelers, into our out-of-market campaigns. in the pages that follow. Finally, our Big Picture is aspirational. To be the best Visit Baltimore possible, we have begun an intensive strategic visioning 29 Operations & Financials process, bringing together internal leadership and a cross-section of Baltimore stakeholders to develop our goals and an action plan for the next five to seven years. We look forward to sharing the outcomes of this plan, but we can already say the following with certainty: Visit Baltimore wants to be even more deeply woven into our City’s fabric. In this way we can be the 31 2018 Strategy best stewards of the Big Baltimore Picture: an authentic, exciting and unforgettable experience, shaped by a rich culture and history, unique venues and inspiring people.

33 Leadership We encourage you to read more about our results and efforts underway in the pages that follow.

35 Appendices JOHN FRISCH AL HUTCHINSON Chairman, Baltimore Convention President & CEO & Tourism Board of Directors

-2- 2016 TOURISM IMPACT REPORT

As Maryland’s top destination, tourism drives Baltimore’s economy and quality of life in NUMBER OF DOMESTIC VISITORS VISITOR DEMOGRAPHICS (day & overnight) a number of ways – visitor spending, job STATE OF TRIP DESIGNATED creation and tax generation. 2014 ORIGIN: MARKET AREA (DMA) OF TRIP ORIGIN: In Calendar Year 2016, Baltimore welcomed 25.9 Million Maryland 20% 2015 domestic person trips, an increase of 2.8% from 2015 with Pennsylvania 19% Washington, DC 18% gains in both overnight and day trip categories. Thanks in Virginia 12% New York, NY/ 2016 25.9M NJ/PA/CT 13% part to a continued surge in overnight demand, Baltimore’s New York 9% hotel performance was strong – with occupancy, ADR and Baltimore, MD 11% 5 10 15 20 25 30 New Jersey 8% RevPar all increasing over CY2015, some even outpacing the Philadelphia, PA 9% Day Visitors Overnight Visitors Washington, DC 3% national average. While “Visiting Friends and Relatives” was Harrisburg-Lancaster California 2% the most frequent purpose for overnight travel, “Marketable Lebanon-York, PA 9% Leisure” (those influenced by marketing efforts) still dominated North Carolina 2% Norfolk-Portsmouth- Baltimore’s day trip market with “special events” cited as the Florida 2% Newport News, highest marketable trip purpose. 15.3 MILLION DAY TRIPS West Virginia 2% VA/NC 3% Los Angeles, CA 2% Baltimore’s visitors continued to draw primarily from our East Massachusetts 1% Coast drive market. Regardless of their point of trip origin, Illinois 1% Boston, MA 1% 24% children/76% adults Baltimore’s visitors once again enjoyed our historic places, Ohio 1% Chicago, IL 1% cultural assets, and culinary/craft brew scene at similar or Trip Purpose Texas 1% higher rates than in other U.S. destinations.

COMBINED DAY AND OVERNIGHT MARKET SHARE: Baltimore’s visitor spending left a noticeable mark on area 43% 46% 11% 1-4% 5-9% 10-14% 15-19% 20% or more businesses, residents and the region at large: $5.64 Billion Friends/ Marketable Business in direct visitor spending – an average of $221 per visitor – Relatives Leisure Trips generated upwards of $705 million in local City and State taxes. Not only was this a 3.8% increase from CY2015, but also, these revenues saved each Baltimore area household $680 in personal income tax contributions. Visitor spending TOP ACTIVITIES OF SPECIAL INTEREST (day & overnight) increased most significantly (5%) for food & beverage, spending in alignment with Visit Baltimore’s strategic focus on culinary 10.6 MILLION OVERNIGHT TRIPS tourism promotion. In addition, while domestic visitation dominates Baltimore’s current visitor market, we hope to see further growth in international inbound visitation and spending 21% children/79% adults Exceptional Culinary Brewery Tours & with expanded outreach in international markets as well as Historic Places Family Reunion Cultural Activities & gains in both lift and route access at BWI Airport. Attractions Experiences Beer Tastings

Trip Purpose The other big story? Baltimore’s meetings and tourism 25% 22% Baltimore 16% 13% 6% economy continued to prove a major employer for the Baltimore Baltimore Baltimore Baltimore region, creating or sustaining 85,000 jobs. According to Visit 54% 28% 18% Baltimore’s own research, we can proudly count more than Friends/ Marketable Business 19% 17% 48,750 of these positions as representatives of our own 775 Relatives Leisure Trips U.S. Average 17% 10% 5% U.S. Average U.S. Average U.S. Average business strong membership network, with at least half of U.S. Average those positions held by city residents.

-3- -4- 2016 TOURISM IMPACT REPORT

TOURISM IMPACTS HOTEL PERFORMANCE The total economic impact of tourism extends far beyond direct visitor spending. BALTIMORE NATIONAL AVERAGE

Calendar Year CY14 CY15 CY16 CY14 CY15 CY16 Occupancy 67.6% 67.1% 67.8% 64.4% 65.4% 65.5% Average Daily Rate (ADR) $111.67 $113.08 $114.50 $115.06 $119.88 $123.47 Revenue per Available Room (RevPar) $76.25 $76.63 $78.43 $74.22 $78.56 $81.09

58,822 7.3% directly employed of total wage $34.5 MILLION 500+ HOTEL ROOMS JOBS IMPACT and salary Baltimore City hotel taxes collected in FY2017 Are under construction or in planning as of Spring 2017 85,052 JOBS employment in created or sustained 26,230 Baltimore indirectly employed

VISITOR SPENDING by category VISITOR SPENDING by market

PURPOSE 7% Business Leisure 77% 23% Activity generating 9% 29% $1.5 BILLION in taxes and fees STAY including ECONOMIC $5.6 BILLION Overnight 75% Day 25% 13% in total visitor IMPACT MARKET International spending $10.3 BILLION Domestic 93% 7% in total tourism 16% 22% industry sales $411 MILLION $294 MILLION in State Revenues in City Revenues

Food & Beverage Retail ($736M) ($1,633M) SCOURCES: Other Transportation Lodging ($1,258M) ($490M) Longwoods International U.S. Travel Association Tourism Economics Smith Travel Research Saving $680 in personal tax contributions Recreation ($931M) Air Travel ($408M) PER BALTIMORE HOUSEHOLD

-5- -6- LIGHT CITY BALTIMORE: Bigger, Brighter, and Bolder March 31 – April 7, 2017

YEAR IN Visit Baltimore continued to lead all out-of-market advertising and PR to drive increased awareness of and visitor traffic to Baltimore for the second year of Light City Baltimore. Our efforts paid off. Thanks in part to a strategic PR plan including advance REVIEW deskside media appointments in New York City and a three-day Light City press trip, our team secured more than $1.1 million in free earned media coverage including extensive features in such national outlets as NBC News, The Los Angeles Times, Fodors, When reflecting back on Huffington Post, Orbitz Travel, AAA World, and Budget Travel as well as in targeted drive-market print and broadcast. Combined with paid advertising on television, in print and online in the Washington D.C., Philadelphia and Central Pennsylvania metro Visit Baltimore’s major regions, as well as an 18-page Light City advertorial feature and destination spread in the March issue of Southwest Magazine, activities for FY2017, several Visit Baltimore’s promotional efforts helped drive a 30% increase in out-of-state visitors. Included in these visitors was our own Customer Advisory Board (CAB) meeting timed to highlight the City’s commitment to tourism, innovation and transformation. campaigns and institution- This 32-member strong roster of senior industry professionals represents convention and meetings business valued at 250,000 wide initiatives stand out tentative and/or definite room nights and more than $140 million in business for Baltimore.

Visit Baltimore also enhanced our engagement with attendees and partners during the Festival. We sponsored the Food Labs @ Light City program in strategic alignment with our broader culinary campaign. We also rallied our partners in the hotel and restaurant community to capitalize on Light City visitor traffic to raise funds in support of the United Way.

470,000 Earned Media Impressions $4,623 nighttime Light City attendance* +1 Billion in Funds raised from hotel receipts and the sale of the craft One-third of whom came from D.C. Light City cocktail in support of or 22 states outside of Maryland *source: BOPA/Forward Analytics the United Way -8- -8- USA TODAY One of Top Five Underrated Food Cities on the East Coast

TASTING TABLE The Best Bike- Friendly Food Cities in the Our Commitment to Country DIVERSITY & INCLUSION

Baltimore’s rich history and cultural heritage underscore its status as a premier WINE diversity travel and meetings destination; as such, a diverse message is interlaced throughout all that we do. An initiative piloted last year, Visit Baltimore’s Diversity ENTHUSIAST Membership Program welcomed another 26 women- and/or minority-owned One of the Top businesses to our network. These included African American-owned as well as a growing number of Baltimore’s Latino community, the latter thanks in part to Spanish Under-the-Radar language translations of our membership materials as well as dedicated sales calls Food Towns to Hispanic businesses. We also worked hard to facilitate even greater businesses connections for these members in our meetings and tourism economy. For example, we brought 73 members together with the planners of the NAACP to aide in their BALTIMORE: A Culinary Destination vendor selection in advance of the Annual Convention in July. Speaking of the NAACP, we hosted a robust calendar of prestigious groups in the African American and religious meetings market during FY2017, from the National Urban League to historically black fraternal groups such as the Alpha Kappa Alphas. We also filled Baltimore is a must-visit destination for food lovers. To amplify that story, Visit Baltimore our own Summer/Fall Official Visitors the pipeline for future years, booking 18 multicultural meetings including The Black 19 launched a variety of new content on Baltimore.org, for media relations and social outreach, Guide with additional editorial features Geeks and the Conference of Minority Transportation Officials, as well as confirming “Diversity” restaurants featured in and in our visitor publications. Curated content for new culinary landing pages on Baltimore. throughout. three more years of hosting the Annual Convention of Islamic Circle North America. our enhanced Dream Guide org included videos, articles and photo tours featuring everything from family-friendly dining to chef profiles. Aided by a comprehensive culinary press kit, the PR team held deskside media To help us promote the most holistic view We continued to build our tools to attract, welcome and educate visitors in the appointments with media including Food & Wine, Bon Appetit, National Geographic, James of Baltimore’s culinary offerings, our multicultural and heritage tourism space. In addition to updating our publication Beard House, Sweet and Paste Magazine, as well as secured positive culinary coverage in Wine Membership team worked hard to grow our DREAM: A Heritage Guide, we added an insert listing women or minority owned Enthusiast Magazine, The Robb Repot, Departures Magazine, Condé Nast Traveler, USA Today culinary network – adding 43 members to restaurants throughout the City. The fourth annual Family Reunion Expo drew and BudgetTravel.com, to name a few. Baltimore’s craft brew and cocktail scene also received the roster. Of course, the Convention Sales 1,649 people and included more than 20 sponsors and exhibitors. We also ramped 16 EXHIBITORS special attention. In addition to soliciting member participation in the State’s FeBREWary & Services team continued to incorporate up our promotions and commemorations of Black History month by sponsoring promotion, we launched our own Summer Beverage Passport featuring 27 restaurants, bars and Baltimore’s culinary scene as part of their Baltimore’s Dr. Martin Luther King Jr. Parade, creating new :15 and :30 videos to & breweries – a program designed to highlight our beverage scene as well as incentivize visitors exposing customers to Baltimore’s evolving promote our Legends and Legacies Heritage Pass, and, launching the Legends & and locals alike to explore a neighborhood they may not typically frequent. A highlight of our storyline. We hosted 116 site visits and Legacies Jubilee at the Baltimore Visitor Center to serve as an anchor for the city’s 45 MILLION campaign, we developed a two-page culinary-focused advertorial spread that ran in the New customer events featuring Baltimore’s celebration and engaging Baltimore’s major attractions. This inaugural event drew media impressions secured York Times “T” Magazine’s Summer Travel issue, and, in the Baltimore, D.C. & Philadelphia June dining scene and unique venues. nearly 1,000 participants and generated more than 45 million advertising and for the Jubilee celebration issues of Travel + Leisure, Food & Wine and Real Simple. Culinary also took the cover story of public relations impressions. of Black History Month

-9- -10- Our COMMUNITY COMMITMENT All-staff retreat

Throughout the year, we sought opportunities to informative view of Baltimore. A sector-focused Career welcome the public to the new and improved Baltimore Pathways & Resources Fair deployed in partnership Visit Baltimore believes Visitor Center. Regular arts & crafts Saturday Sessions with the Mayor’s Office of Employment Development that community engagement for families, monthly Paint Night and lecture series also brought together 40 participating exhibitor and events, and special events and display cases featuring career services organizations, in addition to a roster is essential to our ability to local partners invited members of the public in to be of individual speakers, with more than 107 interested promote a stronger destination entertained, informed and inspired. Of course, the job-seekers. Local media outreach ensured that these facility was also busy in the off-hours, hosting 23 programs, and the spirit of Tourism Week, reached as and visitor economy. reception events whose rental fees raised $15,000 to wide a regional audience as possible. In total, segments support the educational and workforce development across Baltimore’s top broadcast channels and online programs of the Visit Baltimore Education & Training articles surpassed 491,000 regional impressions. In FY2017, we approached Foundation. Visit Baltimore also took a similar community-focused that commitment in a approach to our internal all-staff retreat – taking the We also found special moments to give back and to entire team out into the neighborhoods to visit vendors number of ways. collaborate. Just in time for the Holiday Season, we and locations. curated a Holiday Give Back Gift Guide collection of locally-sourced tangible and experiential gifts that On the sales front, and in addition to bringing celebrated Baltimore while also directly benefiting the customers in-market to experience signature Baltimore community when purchased. We also stepped out of events such as the Preakness Stakes, the Meet Local the box for National Travel & Tourism Week to create program continued to create greater awareness an integrated series of programs that celebrated the amongst the regional private sector of Baltimore as power of Baltimore tourism while also highlighting the a meeting and event destination – and the value in unique experiences and people who make our industry working with Visit Baltimore. Our second annual Meet so remarkable. To start, a day of free, Hop-on Hop-off Local Education Panel and B2B event at the Baltimore Guided Neighborhood Bus Tours leveraged multiple Museum of Art featured panelists representing transportation partners, on-board guide partners, in- institutions driving innovation and development across neighborhood historical re-enactors, greeters & urban the city’s top vertical industries including healthcare, rangers and 115 participating attractions, business technology, business and real estate. and historic sites to provide +150 riders with a new and

EXHIBITS FEATURED IN ROTATING DISPLAY CASES AT THE VISITOR CENTER FROM:

American Visionary Baltimore & Ohio Baltimore Museum Reginald F. Lewis Museum Art Museum Railroad Museum of Industry of Maryland African American History & Culture Babe Ruth Birthplace Baltimore History Mount Clare Museum & Museum Alliance Sail Baltimore

Career Pathways & Resources Fair -12- If the FY2017 arrivals calendar were to tell a story, it would be one of hosting key industry influencers and high-impact meetings.

Industry events included the fall meetings of the AMC Institute’s Executive Leadership retreat and the Events Industry Council’s Annual CMP Conclave. Whereas AMC Institute provided an opportunity to showcase Baltimore as a destination for the attendees’ individual association clients’ conventions and events, CMP Conclave was an opportunity to directly network with our peers and clients in the meeting, convention, exhibition and event industry. A badge of excellence in the industry, the CMPs demonstrated a shared commitment to giving back – donating a portion of funds from their off-site reception events to support the Professional Development Scholarship program of the Visit Baltimore Foundation, in turn supporting future CMP applicants.

David Keith In July, we kicked off a series of high-impact, lead-generating events. In July, the American Association of Medical Society Executives (AAMSE), a professional association representing more than 300 member organizations, provided a great Growing our Domestic travel may dominate Baltimore’s opportunity to highlight Baltimore as a healthcare and medical current visitor market, but new routes and meetings destination. At least six of AASME’s member share in the organizations have been or are coming to Baltimore in future carriers at BWI Airport and other factors years. In the fall, the annual business meeting of the Trust International are supporting an expansion in our in-bound for Insuring Educators (TIE) also brought to town several representatives from educational associations that represent Market International focus. lead or definite business for Baltimore. For example, 46 of TIE’s 78 attendees represented approximately $28 million in In FY2017, this included dedicating significant time and resources to IPW – the economic impact for Baltimore. In addition to being an event travel industry’s premier international marketplace and the largest generator of to reinforce those relationships, this was also a Synchronicities travel to the U.S., and, an event hosted in Baltimore’s backyard at National Harbor event, with Baltimore being the third and final host following in June. two previous years in San Antonio and Anaheim. Perhaps the High-Impact most significant event in terms of hosted and future meetings On-site, the PR team conducted 34 Baltimore-focused individual international impact, Conference Direct’s Annual Partner Meeting (APM) and/or national and travel media appointments, while the Sales team ensured a Customers & brought an estimated 200 Conference Direct sales associates Baltimore message as part of the CRUSA (Capital Region USA) presence. Off- and over 700 destination, vendor and supplier partners to site, Visit Baltimore also worked hard to bring top international media and group Key Industry Baltimore in May. Visit Baltimore’s 2016 Customer of the Year, tour operators to experience Baltimore for themselves. PR focused on UK media, Influencers Conference Direct is one of the industry’s largest booking hosting writers for both pre- and post-IPW familiarization tours (FAMs) from such intermediaries, having driven business to the tune of 155 publications as Essentially American, The Daily Telegraph, Tour Magazine and meetings, 115,000 room nights and $28.8 million in economic the Daily Mail. The Sales team also hosted two FAMs with vetted international impact to Baltimore in recent years alone. inbound leisure operators in the Free Independent Travel space to showcase “all that’s new” in Baltimore, from hotel products to our culinary scene and more.

-13- -14- CONVENTION SALES AND SERVICES

The Sales & Services team drives business and economic impact to Baltimore and the region by booking and servicing conventions, meetings and events at the Baltimore Convention Center (18+ months out), the Baltimore Arena, area hotels and other venues. Implementing a strategic focus on both citywide and convention center-related business as well as short-term self-contained meetings, the team focuses on top accounts as well as key vertical and feeder markets. Our ultimate goal is for customers to return with future meetings and for individual travel.

In FY2017, the convention sales team increased Citywide production to confirm 30 new Citywide conventions for future years, of which 18 bookings targeted need periods and eight high-value bookings are expected to drive 2,000+ room nights on peak to Baltimore through 2032. Also included in our FY2017 production were new industry events as well as bookings resulting from established strategic sales partnerships. For example, we added additional years of United Soccer Coaches for both 2028 and 2032 (a relationship that we leveraged to drive a new three-year booking for our Synchronicities partner in Anaheim for 2021, 2024 and 2029). Each of these events is anticipated to bring 9,500+ room nights and upwards of $5 million in economic impact to Baltimore per meeting. Collectively, and thanks to a robust schedule inclusive of representation at 30 travel industry tradeshows, attendance at the meetings of 23 top prospects, hosting more than 116 prospective client in-market site inspections, delivering 1,954 sales appointments and presentations, and the coordination of 14 sales missions taking Baltimore to other markets, Visit Baltimore’s strategically deployed sales team confirmed business worth an estimated $332 million in future economic impact.

And while the sales team was busy booking future business for Baltimore, the convention services team was busy providing customized services support and welcome program benefits to 23 arriving citywide conventions and 285 non-citywide meetings. To ensure an outstanding experience as well as a high level of customer satisfaction, this team worked collaboratively with internal, industry and city partners, be it implementing biweekly safety meetings with the Downtown Partnership Safety Coalition, Baltimore City Police, Waterfront Partnership and BCC, or, collaborating with the Visit Baltimore marketing team to facilitate six enhanced marketing and attendee-building campaigns for targeted Citywide clients. The team also enhanced its communication with customers after their event, developing reporting tools to include information and results sharing to aide future planning.

BALTIMORE:BALTIMORE: #6 on SmartAsset’s ONE OF 19 BALTIMORE-WASHINGTON $620,181 ADVERTISING EQUIVALENCY A MEETINGA MEETING list of “TOP 10 “KNOWLEDGE INTERNATIONAL (BWI) of earned Sales and Services coverage CITIES FOR CAPITALS” AIRPORT RANKED #1 secured in media trade publications DESTINATIONDESTINATION of “Top 10 Surprisingly IN THE NEWS DIVERSITY IN STEM” in the world by IN THE NEWS the Brookings Institution Great Airports 50 PLACEMENTS • 1,455,508 TOTAL CIRCULATION -15- in America” by Thrillist -16- FY 2017 BOOKING TRENDS

FY2017 BOOKING PRODUCTIVITY BY THE NUMBERS BOOKINGS BY MARKET SEGMENT

46.9% of all Room nights and 46.8% of all future estimated Economic Impact represent bookings in high value or niche markets for Baltimore. 416,886 HOTEL ROOM NIGHTS BOOKED

8% HEALTH, MEDICAL & PHARMACEUTICAL EDUCATION 11% 11% 58 Events Booked (15%) 49 Events Booked (13%) 385 EVENTS 13% 58,664 Room Nights Contracted (14%) 45,898 Room Nights Contracted (11%) 14% $34,710,071 in Economic Impact (11%) $25,284,431 in Economic Impact (8%) 15% 355 HIGH VALUE ATHLETIC & SPORTS/RECREATION 30 52 OTHER 14% In-House 62% MARKETS 20 Events Booked (5%) Citywide Events BCC Events 240 Events Booked (62%) 5% Events 12% 51,764 Room Nights Contracted (12%) 221,310 Room Nights Contracted (53%) 5% $46,256,959 in Economic Impact (14%) $178,165,859 in Economic Impact (53.5%) 53%

9% DIVERSITY (Religious, Fraternal, Ethnic) Arriving 2017 through 2032 53% 14% 18 Events Booked (5%) 39,227 Room Nights Contracted (9%) $48,107,232 in Economic Impact (14%) Worth $332 MILLION in future economic impact

CITYWIDE AND BCC-RELATED BOOKINGS

While only accounting for 8% of all events secured, Citywide production BOOKINGS BY ARRIVAL YEAR • Short-Term Success continued to drive a majority of all room nights, attendance and economic impact booked in FY2017. Together with 22 additional non-citywide BCC-related events, Visit Baltimore generated a total of 52 unique pieces of business for the Baltimore Convention Center 2016 ARRIVAL YEAR EVENTS ROOM NIGHTS ATTENDEES ECONOMIC IMPACT CITYWIDE 2020- 2032 8% 2016 29 10,639 1,856 $2,940,524 BOOKINGS (including 26 pieces of short-term business arriving by or before 2019). 12% 2019 2017 207 75,928 79,356 $42,587,186 8% 2018 73 67,249 101,919 $64,197,173 2019 29 65,391 40,295 $42,586,883 30 out of 385 (8%) Events Booked

2018 2020-2032 47 197,659 210,130 $151,311,766 199,682 out of 416,866 (48%) Room Nights Contracted 2017 19% $188,404,859 out of $332,524,552 (56.7%) in Economic Impact 54% In addition to 29 events booked in-the-year-for-the-year, 80% of all events 219,800 out of 433,556 (51%) Future Attendees (309 events) with 208,568 of all Room Nights (50%) are driving short-term meetings business for 2017-2019.

-17- -18- HIGHLIGHTS OF CONVENTION GROUPS* that Met in Baltimore During FY2017 “ *Groups among the 388 EVENTS, including 53 BCC events, and 471,773 ATTENDEES HOSTED this year WHAT OUR CUSTOMERS ARE SAYING: ECONOMIC START ATTEND- ROOM IMPACT (actual- ORGANIZATION DATE ANCE NIGHTS ized)

Lunar Solis Corporation | BronyCon 2016 7/7/2016 7,609 4,873 $4,007,215 We achieved The DrupalCon block was comprised of record several downtown hotels…the proximity National Urban League | 2016 Annual Convention 8/3/2016 5,241 3,455 $2,803,322 attendance to the convention center was key. Otakorp, Inc. | Otakon 2016 8/12/2016 29,113 10,316 $12,362,821 and the highest Rachel Friesen, Director of Events survey results in DrupalCon New Hope Network | Natural Products Expo East 9/21/2016 28,007 15,731 $17,094,381 the last 10 years… American Health Information Management without the partnership of Association | 2016 Annual Convention 10/16/2016 4,725 10,253 $5,821,879 Visit Baltimore, we would The staff at Visit Baltimore knows their US Lacrosse | LaxCon 1/19/2017 7,130 3,398 $2,457,414 not have realized these city and industry partners intimately. National Association of Independent Schools | 2017 accomplishments in 2017. Lancey Cowan, Senior Director, Annual Conference 2/28/2017 5,802 4,940 $3,318,539 Maureen Goodson, Meetings/Awards & Grants Society of Toxicology | 2017 Annual Meeting and Executive Director Association for Research in Vision and ToxExpo 3/12/2017 6,842 14,257 $7,548,818 National Postal Forum Ophthalmology

Alliance for Academic Internal Medicine | Academic Internal Medicine Week 2017 3/19/2017 2,703 4,522 $2,130,099 Whether it was helping us find a local venue or connecting us Association of College & Research Libraries | National Convention 2017 3/22/2017 5,007 8,507 $4,076,468 to a city official, Visit Baltimore was able to make it happen efficiently and quickly. American Organization of Nurse Executives | 2017 Annual Meeting 3/29/2017 3,511 5,711 $2,808,534 Eris T. Sims, Sr., Director, Events Planning National Association for the Advancement of Colored People Islamic Circle of North America | Annual Convention 4/14/2017 21,400 3,320 $5,922,904

The Drupal Association | DrupalCon 2017 4/24/2017 3,271 4,446 $2,387,826

Association for Research in Vision and Ophthalmology | 2017 Annual Meeting 5/7/2017 10,949 22,375 $12,470,166 Attendees raved about the welcome reception at Camden Yards. It was a true WOW moment! National Postal Forum | National Postal Forum 2017 5/21/2017 4,490 6,450 $2,993,159 Kourtney Sproat, Senior Meeting Planner American Assoication of Nurse Executives

Strategic Sales Partnerships: ASAE ConferenceDirect PCMA HelmsBriscoe Association Forum IAEE AMC Institute

-19- -20- LEISURE MARKETING & COMMUNICATIONS

SUMMER-FALL 2016 Baltimore in 60 seconds Find Your Park VISIT in Baltimore BALTIMORE (Summer-Fall THE OFFICIAL GUIDE 2016 Visitor

Find Your Park Guide) in Baltimore page 16 Quintessential Baltimore Bites page 80

SUMMER-FALL 2017 BALTIMOREVISIT THE OFFICIAL GUIDE

Baltimore.org 1 www.Baltimore.org

da Cutting Edge & Classic Cuisine (Summer-Fall 2017 Visitor Guide) Cutting Edge BALTIMORE’S B-Side & CULINARY SCENE 1 Classic www.Baltimore.org

The Leisure Marketing and In addition to MyBmore paid advertising deployed across a cheerleaders, among others. Last but not least, in advance of variety of channels, the team spearheaded several campaigns Light City, the team also developed a “Balt-Amour” campaign Communications team to capture visitor attention around special milestones, holidays for Valentine’s Day including local advertising through the THE DIGITAL DOWNLOAD promotes a positive image and events. We began the Fiscal Year in July in mid-Find Your Baltimore Sun and Facebook as well as a special landing page Park in Baltimore mode. A campaign tying in with the centennial featuring events and deals on baltimore.org. of Baltimore as a top East of the National Park Service, Find Your Park promoted the array Coast travel destination of parks and activities available in Baltimore both locally and We also invested in tools to help us better tell the Baltimore story. A new ‘Baltimore in 60 seconds’ video was produced 139,707 out-of-market in collaboration with Fort McHenry National fans and growing on six social media platforms through targeted Monument and Historic Shrine, City Rec and Parks, the Parks for baltimore.org; a new weekly calendar of events promotion advertising, promotions, & People Foundation and the Baltimore National Heritage tied social media outreach to baltimore.org; and, a new tour planning tool empowered visitors to create their own customized visitor publications, and Area. In advance of NBC’s national broadcast of the John Water’s classic Hairspray LIVE on December 7, Visit Baltimore itineraries on baltimore.org from a number of themes, including public relations efforts. executed a comprehensive Quirky Baltimore campaign inclusive family travel and history and heritage. We also invested 2,036,408 in long lead projects, such as a new destination video. Our campaigns leverage of dedicated baltimore.org pages featuring themed hotel visits to baltimore.org packages, cocktails and other promotional travel deals and Debuting in FY2018, this comprehensive video will include a the power of partnerships Hairspray-inspired itineraries; a new “Quirky Baltimore” video number of adaptations for leisure as well as sales purposes, for maximum reach highlighting the unexpected side of the city; and, a revised New, but the ultimate goal is simple: to capture the Baltimore Hot, Cool TV spot that aired during NBC’s live broadcast in the experience through its people, places, neighborhoods and and resonance in both Philadelphia and D.C. markets. In addition to securing 14 unique experiences – as well as sound, thanks to music by local 4,942,110 page views on baltimore.org changing the conversation stories highlighting Baltimore’s Hairspray connections and Visit rapper, singer and producer BlaqStarr. Baltimore’s promotional packages, the PR team was also on-site about Baltimore and at the WBAL-TV Baltimore viewing party to publish a series of encouraging visitation. Facebook Live videos with Mayor Catherine Pugh and the Ravens -21- LEISURE MARKETING & COMMUNICATIONS

Baltimore in the Media Our Communications team had one of their most successful years ever in terms of positive destination coverage secured.

The team secured travel features in national print and online media including New York Times, USA Today, Condé Nast Traveler, Travel BALTIMORE ACCOLADES & Leisure, National Geographic, Yahoo News, U.S. News & World Report, Southern Living, Food & Wine, The Los Angeles Times, The Chicago Tribune, Men’s Health, Women’s Health, Women’s Wear Daily, AAA World, Thrillist, AFAR, “Destinations Departures, Architectural Digest, Reader’s “6 U.S. Cities to on the Rise: Digest, Domino, Lonely Planet, Southwest “Four U.S. Cities Watch in 2017” 9 American Magazine, Delta Sky Magazine, Fodor’s and to Visit Now” Cities to Huffington Post. We also secured Baltimore’s Condé Nast inclusion on national broadcast media including AFAR Magazine Visit Now” Traveler Travel Channel’s Bizarre Foods with Andrew Zimmern, Cooking Channel’s Cheap Eats, Fox Departures News and The Jet Set. Underscoring all of these Magazine successes was a strategic plan including in- and out-of-market opportunities. For example, three familiarization trips brought 52 individual journalists and travel writers representing such key publications listed above as well as The New “Charm City has raised “Five underrated food “One of the Most Exciting Yorker and Fox News to Baltimore, while the the charm quotient” cities on the East Coast” U.S. Cities Right Now” team secured 40 desk-side appointments with travel and lifestyle media including Bon Appétit, The New York Times USA Today Architectural Digest USA Today, Martha Stewart Living & Weddings, Sherman’s Travel and Parents Magazine.

EARNED MEDIA BY THE NUMBERS

$26.8 MILLION in free, positive Reaching 787 MILLION PEOPLE Including $1.3 MILLION Reaching 109 MILLION PEOPLE destination coverage through 818 PLACEMENTS in local media through 392 PLACEMENTS

-23- -24- What brought you to Baltimore? VISIT BALTIMORE FOUNDATION I fell in love with Baltimore when I made my debut in Maryland in 2009; however, I did not move to Baltimore until 2014 when I was offered a full scholarship to attend Morgan State University. I firmly believe Baltimore is a city filled with historic gold, from the history behind Fort McHenry to Federal Hill. I don’t plan on ever leaving. It’s a city on the rise, filled with The Visit Baltimore Education & Training Foundation, Inc. endless opportunities.

was founded to promote and support Baltimore City From undergrad to graduate, what made you choose your and the local tourism community. specific areas of study? Ever since I was a child, I always had the burning desire to fly a plane. I remember being a little girl and watching the A 501(c)(3) charitable organization, 2016 PROFESSIONAL DEVELOPMENT GRANTEES bottoms of planes as they lifted into the sky – and being the Foundation’s programs hooked. Although I haven’t flown a plane, I have worked hard • Baltimore Outreach Services (BOS) - $2,000 provide young people with the to learn everything I can from the ground, including studying BOS helps Baltimore’s homeless women help themselves and their children by providing encouragement and tools to join our airway management and operations. One of my dreams is to emergency shelter, transitional housing, educational programming, health and mental health industry, strengthen the capacity own my own aviation management company. I know my MBA services, job training and employment counseling. Foundation funds supported BOS’s 8-week of local employees and tourism will make me a little bit more prepared to be a force in the culinary job training in which students are taught the essential skills required to obtain an entry- organizations, and, educate the public business world. I’m hoping this Apprenticeship will also give me level job in the food service industry.† as to the importance and assets of a competitive edge. Baltimore’s tourism industry. • My Sister’s Place Women’s Center (MSPWC) - $2,000 MSPWC provides women pathways to increased income, improved health, sustainable housing What are your impressions of Baltimore’s tourism industry? Aided in part by a new Blackbaud© and community integration. Foundation funds supported MSWPC’s 12-week Learn to Earn Tourism is a huge part of the Jamaican economy. I left when CRM system, as well as a new internship program including culinary and clerical work experience at local restaurants and hotels. I was 16, but that time instilled in me a love for travelling to strategic plan, FY2017 was a • Roshé Anthony, owner of Roshe Cosmetics - $100 new places, discovering various cultures and historic artifacts, significant year for the Foundation. Attendance at the 2016 Maryland Tourism & Travel Summit and meeting new people from different backgrounds. When In total, the Foundation announced • Natalie West-Makel, adjunct instructor at the Community College of Baltimore County - $1,500 people hear you’re from Jamaica, they get excited because $20,000 in Academic and/ Professional certificate in event management at the George Washington University Event you’re from somewhere they want to go. I think Baltimore is or Professional Development Management Institute somewhere people will want to go, too. We have welcoming scholarship awards – including people, a beautiful harbor, historic places and interesting our first grants for organizations • Amelia Rambissoon, development and office manager at Station North Arts & Entertainment - Meet our First Diversity neighborhoods. delivering valuable workforce $1,465 development services for City Attendance at the 2017 Interactive Conference track at South By Southwest in Austin, TX Apprentice, Deedra Mills What exactly IS your Apprenticeship? residents. We also collaborated † Thanks to an introduction facilitated by the Foundation, members of BOS’ graduating culinary with our broader Visit Baltimore My apprenticeship is a 600-hour paid program, more program have gone on to gain full employment with our partners at Centerplate With an undergraduate degree in aviation family and the local community like an accelerated rotational program, where I will have in spearheading two significant 2017 ACADEMIC SCHOLARSHIP AWARDEES sciences from the University of Maryland the opportunity to work in various departments at Visit programs for National/Baltimore Eastern Shore, and an MBA from Morgan State Baltimore for 300 hours, before working at the BWI • Naomi Davidoff, MAAA - Masters of Arts in Arts Administration, Goucher College - $2,500 Tourism Week, including a Career University, this 23-year old Jamaican native, Marshall-Washington Airport for 150 hours, and completing • Ms. Donice Sneed, BA – Hospitality Management, Morgan State University - $2,500 my apprenticeship with 150 hours with Marriott. After the Pathways & Resources Fair attended Baltimore transplant, two-time HBCU graduate by more than 100 job seekers, and • Ms. Sarah Pard, BA – Hospitality Management, Frostberg State University - $2,500 program is completed, I am guaranteed a position with a a series of free, Hop-On-Hop-Off and mother explains her interest in the industry great organization – in which I will be able to apply the skills I • Ms. Melissa Simmons, MS – Communications Management, Towson University - $2,500 Guided Bus Tours spanning nearly and what it means to be Visit Baltimore’s first- have honed during the tenure of my apprenticeship. two dozen Baltimore neighborhoods. • Mr. Ben Hyman, MA – Business Administration, Johns Hopkins University - $2,500 ever Apprentice. • MD DECA, local high school student winner of 2018 Hospitality Competition - $500

BOARD OF DIRECTORS

Marianne Rowan-Braun John Frisch Al Hutchinson J. Michael Riley Peggy Daidakis Danielle Rembert Ellis G. Brown, Jr. Mr. Gregory Brown Mr. Alex Smith Mr. Michael Barrett Chairwoman, University Miles & Stockbridge P.C. Visit Baltimore M&T Bank Baltimore National Academy Morgan State University The Land of Kush Atlas Restaurant Group Centerplate at of Maryland Medical Convention Center Foundation School #421 the Baltimore Center Convention Center -26- MEMBERSHIP BY REGION MEMBERSHIP 1 1 4 Membership in Visit Baltimore 39 1 Means More Business Opportunities 21234 3 21208 21209 641 2 6 21210 21212 21239 15 24 3 3 21214 21215 8 15 7 21251 1 21211 21206 35 21207 38 21218 5 22 8 21216 21213 The Membership team oversees a host of 21217 1 5 3 21237 21205 “ 12 21202 1 “I want to say what a great benefits and programs to help members market 2 21287 21201 226 opportunity it is to be a 21229 21223 21231 their products and services to leisure and 135 21224 2 6 33 member of Visit Baltimore. My convention visitors. By building a collaborative, 22 public profile has increased 21230 exponentially thanks to being engaged and informed hospitality and services 21227 69 21222

featured in the magazine and network, we can help more people discover 21225 we have been eligible to cater 2 1 our city and ensure the best possible visitor 21225 21226 events at locations that we would 1 experience when they are here. not otherwise have been able to n 641 BALTIMORE CITY n 8 MONTGOMERY COUNTY n 1 FREDERICK COUNTY

access. They are a joy to work In FY2017, the Membership team focused on enhanced engagement, efforts n 39 BALTIMORE COUNTY n 8 PRINCE GEORGE’S COUNTY n 1 QUEEN ANNE’S COUNTY

with and very invested in the supporting membership retention as well as acquisition from a diverse cross-section n 35 ANNE ARUNDEL n 4 HARFORD COUNTY n 1 WASHINGTON COUNTY of our community. For example, we directly engaged with +700 individual member (including BWI) health of our business. I feel like n 1 CAROL COUNTY + 20 NON-MARYLAND I have a whole team of public attendees at 11 member events over the course of the year for information sharing n 15 HOWARD COUNTY and networking, as well as offered a regular Tuesday Morning Member Presentation relations specialists who keep me series for businesses to meet with Visit Baltimore staff in our offices. We also in touch with upcoming events spearheaded events to promote our members, from the third annual Seasons and opportunities.” Eating’s holiday cooking demonstrations featuring eight member restaurants at the STRATEGIC & CORPORATE PARTNERS Baltimore Visitor Center to more than a dozen restaurant and attraction partners in Kimberly Ellis the inaugural Jubilee for Black History Month. Because of these efforts, and robust Owner, Breaking Bread • AAA • Cruises on the Bay • Flowers and • SuperShuttle/ • Amtrak • Ripken Baseball sales outreach, we retained 91% of our existing members while growing our base by New Diversity Member in FY17 by Watermark Fancies ExecuCar a further 103 new businesses (a +10% gain). • Baltimore • Cruise Maryland • City of Baltimore Magazine • Entertainment • The Ivy Hotel • Wedding411 [New in FY2017] Cruises • Horseshoe Casino • State of Maryland, • Party Plus • ZBEST Baltimore Office of Tourism • Centerplate Development MEMBERSHIP BY CATEGORY

Restaurants Retail Services Accommodations Agencies/Non-profits Attractions Nightlide, Bars & Entertainment 775 191 182 122 Total Members 61 46 147 26 Members Members Members as of June 30, 2017 Members Members Members Members 25% 24% 16% 8% 5% 19% 3% of total of total of total -27- of total of total of total of total OPERATIONS FINANCIALS FY18 BUDGETED REVENUES FY18 BUDGETED EXPENSES

Revenue By Source Expense by Department

1.5% Convention Sales & 3.2% Marketing The Operations division provides In 1997, the Maryland • $5,624,177 day-to-day support in the areas of General Assembly enacted Occupancy Tax • $14,318, 300 • 87.6% 6.0% Leisure Marketing legislation allotting 40% • $5,380,841 finance, human resources, administration, Convention Services/Housing • $708,170 • 4.3% 7.1% of all hotel taxes collected Convention Services/ 33.3% Housing technology and research for Visit Baltimore. in Baltimore City to Visit Membership • $438,500 • 2.7% 7.5% • $1,599,446

In this way, and in addition to touting Baltimore for convention State Funding • $350,000 • 2.1% Communications/PR any number of its own impressive results, sales and tourism promotion 9.5% • $1,261,130 Other • $156,250 • 1.0% – a tax paid by those Administration/Other the Operations team influences 31.9% • $1,203,665 convention and leisure Sponsorships/Partnerships • $155,500 • 1.0% achievements across all departments. Visitor Services visitors we work so hard to • $1,027,196 Advertising • $120,000 • 0.7% attract. The remaining 60% Membership In FY2017, the team implemented new systems to streamline and maximize Promotional Participation • $100,050 • 0.6% • $540,250 operations. For example, a new accounting database, Blackbaud Financial Edge, goes to the City of Baltimore Travel Trade Sales now offers enhanced tools for reporting as well as unique accounts for both Visit to support general services. $16,889,770 $16,346,770 TOTAL REVENUE TOTAL EXPENSES & Marketing Baltimore Inc. and the Visit Baltimore Foundation; and, IT moved from a physical file • $253,036 server to cloud-based Sharepoint operations. This legislation is renewable In addition to housing our direct visitor services such as the Call Center, the every five years, and was up Operations division is also home to our revenue-generating activities, several of for debate during Session which expanded in FY2017. The Visit Baltimore Housing department, operating FY17 PRE-AUDIT EXPENSES under the new name Key Bookings, expanded its external fee-for-service client base 2017 in Annapolis. And FY17 PRE-AUDIT REVENUES to include the Austin, TX, CVB. In addition to welcoming 171,551 patrons through while the 40-60 funding its doors, the Visitor Center team increased retail sales in the gift shop by 36% to mandate was renewed Revenue By Source Expense by Department surpass $60,000 in gross revenue as well as opened a certified U.S. Postal Service through FY2022 with 0.9% Convention Sales & Unit and associated services. only moderate language 2.9% Marketing • $4,920,562 changes, a resulting Occupancy Tax • $13,466,100 • 87.9% 5.8% Leisure Marketing OPERATIONS BY THE NUMBERS agreement with the City • $4,682,497 5.9% of Baltimore does institute Convention Services/Housing • $625,080 • 4.3% Administration/Other Making 32.1% • $2,029,918 a cap on Visit Baltimore’s State Funding • $434,320 • 2.8% 8.7% 2,595 54,445 respective share of hotel tax Convention Services/ Membership • $407,460 • 2.7% Housing Visitor Center Reservations dollars between FY2019 and 13.2% • $1,326,568 volunteer hours for 44 convention groups FY2022. As a result, the Other • $133,130 • 0.9% Visitor Services organization is investigating 30.5% • $912,044 Promotional Participation • $84,680 • 0.6% alternative sources to Communications/PR • $883,649 Fielding 60,834 Inquiries for hotel, supplement and grow our Sponsorships/Partnerships • $82,000 • 0.5% transportation, restaurant and attraction information Membership revenues moving forward. Advertising • $64,420 • 0.4% • $439,728 $15,328,190 Travel Trade Sales $15,328,190 TOTAL REVENUE TOTAL EXPENSES & Marketing Providing 11,415 temporary registration staffing hours for • $133,224 43 conventions (worth $186,796 in Billable Revenues)

-29- -30- FY2018 BUSINESS PLAN & PRIORITIES

Visit Baltimore will continue its core mission of attracting conventions, groups GOAL: Find New Ways to tell the Big Picture and leisure visitors; and, providing a positive experience for all guests. Four Baltimore Story strategic themes are informing how we execute this mission in FY2018: 3 • #MyBmore. Launched at the start of FY2018, #MyBmore is an in- and out-of-market multi-channel campaign. In-market, we are encouraging Baltimore influencers and residents to share GOAL: Target High-Yield Convention Sales while what they love about Baltimore across all social media platforms Expanding Key Growth Markets including International & by using #MyBmore, with seasonal promotions, contests, 2Domestic Leisure as well as Group Tour scavenger hunts and special partnerships driving an ongoing • High-Yield Convention Sales. In addition to driving continued momentum in conversation. Out-of-market, we are using that authentic user- Reunion Expo, we will host the second-annual Legend & Legacies top vertical segments such as healthcare, science and engineering , technology generated content to drive visitation. Specifically, we will collect Jubilee celebration during Black History Month with special focus and education, the team will execute a business development strategy that and curate #MyBmore content on Baltimore.org, as well as on the 2018 bicentennial of Frederick Douglass’ birth. Out-of- targets niche markets such as diversity, sports, finance and insurance as well develop ‘Visit Like a Local’ creative, messaging and packages for market advertising will continue to target regional and national as opportunities in the corporate and tradeshow segment; and, leverages television, digital and print advertising. African American publications, with new resources allocated to strategic industry partnerships as well as Synchronicities© to build brand the Hispanic market as well as an active promotional presence at awareness. As part of this strategy, Visit Baltimore is taking a refreshed • Destination Video and Visuals. Visit Baltimore will expand targeted LGBTQ events. approach to (and presence at) key industry shows such as ASAE, XDP, IMEX visual content across all platforms. Premiering this year, we • Digital, Social and Local. To increasing our advertising frequency, and IAEE that focuses on the developments and transformation underway will capitalize on a new destination video, highlighting segments and address all markets including the New York metro, Visit in Baltimore, including featuring more Baltimore partners and products. The from that content as commercials on direct television streaming Baltimore is transitioning some of our traditional event print team has also been redeployed against the key market segments noted to platforms, digitally and through social media. Visual content will advertising to digital, PPC and social media. A heightened maximize demand. also support our culinary campaign, from advertorial spreads to robust tools supporting earned media outreach, as well as new focus on key national outlets, including broadcast, will increase GOAL: Improve Organizational • Meet Local. In addition to a sales strategy targeting established and and exciting visitor content on baltimore.org. awareness of and “change the conversation” about Baltimore. Capacity – in the Immediate and emerging vertical industries for Baltimore such as health care, technology and Equally important, by collaborating with local content producers 1Long-Term Future • Diversity Market. Marketing and promotions will build visitation – from Baltimore Magazine to Charm TV – we can expand our food & beverage, as well as citywide and short-term (2018-2021) meetings • Strategic Visioning. Visit Baltimore will and conventions, Visit Baltimore will enhance our MeetLocal program. The by multicultural travelers as well as support diversity sales messaging to influence day and staycation travel from the complete its first intensive strategic visioning goal? Cultivate local advocates representing a variety of industry segments initiatives. In addition to hosting the 5th annual Baltimore Baltimore metro area. process, bringing together internal leadership, to help us generate new business opportunities as well as provide an active a cross-section of Baltimore stakeholders and knowledge and resource base to better engage with incoming arrivals. Direct consultants to help us develop our goals and an mail, industry partnerships and enhanced digital content and communication GOAL: Enhance our Member and Community Engagement associated action plan for the next 5-7 years. drawing on platforms such as LinkedIn will supplement MeetLocal and all sales outreach. 4 • Tourism Improvement District. In the face of a • Membership & Extranet 4.0. In order to diversify our network • Visitor Center. New signage will help visually identify this state- competitive landscape, and limited resources • Motor Coach. Capitalizing on the Student & Youth Travel Association’s and provide more visitor options, recruitment will target of-the-art facility for visitors and locals alike. This is important, as influenced in part by a cap placed on our hotel Baltimore meeting in August 2018, and in anticipation of the American Bus more vendors from Baltimore’s Municipal Markets as well as a season of expanded events will invite the public inside our doors tax-derived funding through FY2022, Visit Association’s meeting in 2021, Visit Baltimore will increase communications neighborhoods throughout the city – including Hispanic and Latino including history and cultural lecture series, family-friendly arts and Baltimore – with the City’s hotel community – is with key group decision-makers. Supporting these efforts will be new creative, owned businesses. To support these efforts, as well as support crafts programs, Paint Night and other social activities. seeking to establish a Tourism Improvement advertising and public relations approaches including focused promotion of existing members, Visit Baltimore will be going door to door to District (TID). An increasingly popular funding Baltimore’s experiential tour products. thank businesses and share our message at special ‘Days in the • Community Affairs. Visit Baltimore has created a new community tool, a TID would see hotel properties passing Community’. We are also investing in our Simpleview Extranet, affairs focus to: elevate an understanding about the role of tourism along a charge to the visitor that is directed • International. As part of a new focus on the international business and the member-facing portal of Visit Baltimore’s CRM that allows in Baltimore’s neighborhoods and build our communication with back to Visit Baltimore for the express purpose group travel market, Visit Baltimore will develop Baltimore-specific consumer members to control their own visitor-facing message, leads and those residents that may have felt traditionally disconnected from of generating more occupancy and more advertising, promotions and media outreach in two markets: the United listings. A roll out to Extranet 4.0 will enhance the user experience the tourism space. These efforts will support marketing in engaging impact for the assessed businesses. While TID Kingdom and Canada. For example, a new Brand USA partnership will provide with receiving business leads, profile updates and more. an authentic Baltimore voice in our messaging; provide additional parameters and governance will be shaped an expanded presence on visittheusa.com as well as in-market advertorials touch points for the Public Affairs and Membership teams to in collaboration with the hotel industry and in publications such as The Telegraph. In addition to continued collaboration • Certified Tourism Ambassador Program. After bringing the leverage; and build connections to the Visit Baltimore Foundations’ approved by City Council, there is an essential with the Capital Region USA, the Maryland Office of Tourism Development and established Baltimore CTA program back in-house, Visit Baltimore educational and workforce development outreach. first step to this process: secure state enabling Baltimore Washington Thurgood Marshall Airport, we will: partner with tour will re-engage lapsed CTAs while increase awareness of the legislation during session 2018 operators and airlines in the UK, Canada and Germany; join in sales missions program amongst all frontline tourism employees. We will also to Toronto, CA, among other locations; and, participate in tradeshows such as explore ways to engage more residents in becoming Baltimore -31- the Ontario Motor Coach Association and Quebec Bus Association. “cheerleaders.” -32- LEADERSHIP VISIT BALTIMORE STAFF

BALTIMORE CONVENTION & Tony Foreman Marianne Rowan-Braun EXECUTIVE STAFF Sally Sutera RESEARCH AND TECHNOLOGY Amy Quarles TOURISM BOARD OF DIRECTORS FOREMAN WOLF University of Maryland Medical Center Regional Director of Sales, Graphics and Production Al Hutchinson Natalie Jamieson Northeast Regional Office Manager CHAIR President and CEO Manager of Research and Data Kirby Fowler Ed Rudzinski Kireem Swinton Analysis Leticia Enos John Frisch* Sam Rogers Downtown Partnership of Baltimore Marriott Waterfront Hotel Director of Sales Development, Marketing and Community Miles & Stockbridge P.C. Executive Vice President and Donald Lilley Mid-Atlantic Region & Engagement Coordinator Chief Marketing Officer Manager of Information Systems Tradeshows Michael Frenz Alex Smith and Technology Marsha Valentine Vacant Maryland Stadium Authority Atlas Restaurant Group Brian Chung Assistant to the Executive Vice Gene-Michael Addis Chief Operating Officer Jessica Lehrer Senior National Sales Manager President Lord Baltimore Hotel Business Analysis Coordinator Amy Calvert Donald Fry* Jim Smith Kat Taylor Greater Baltimore Committee Office of the Mayor Senior Vice President of Margot Amelia Senior National Sales Manager, Convention Sales and Services COMMUNICATIONS AND National Aquarium Midwest HOUSING AND CALL CENTER PUBLIC AFFAIRS Mike Gill Ricky Smith Allison Burr-Livingstone Christina Ghani Tammy Davison Maryland Department of Commerce Maryland Department of Transportation Associate Vice President of Kelly Nagle Greg Brown* National Sales and Sports Director of Housing and Call Public Affairs; Executive Director, Director of Communications Hilton Baltimore Manager Center Operations Visit Baltimore Foundation Bill Gilmore Shelonda Stokes Erica Malanga Terry Kalmey Charlyene Grimes, CMP Baltimore Office of Promotions & The Arts Greibo Entertainment Dionne Joyner-Weems Social Media Manager Erin Chamberlin National Sales Manager Senior Manager of Housing Horseshoe Casino Vice President of Marketing and Community Affairs Amy Musgrove-LaPenna Julia Watkins Delegate Keith Haynes Colin Tarbert Ledora Cornish Sales and Services Coordinator Public Relations Manager 44th District Office of the Mayor Call Center and Fulfillment William H. Cole IV Craig Vay Manager Deanna Martino Baltimore Development Corporation Vice President of Finance and Katherine Shenas Communications Assistant Howard Henderson Chuck Tildon* Administration Convention Sales Coordinator Paula Eggleston Greater Baltimore Urban League United Way of Central Maryland Manager of Housing Douglas Conner Sara Warfield Eboni Kirkland Centerplate Vice President of Administrative Assistant to Sales Alexis Perry MEMBERSHIP David Hoffman Communications Convention Staffing Manager J’Quara Scott d. Morales-Ricklin Sagamore Pendry Baltimore Peggy Daidakis* Bon Whiting Administrative Assistant to Sales Trena Carter Director of Member Relations Baltimore Convention Center Vice President of Membership Call Center Information and Sales Al Hutchinson* and Development Specialist Visit Baltimore CONVENTION SERVICES Pamela Pennington Commissioner Kevin Davis COUNSEL Kasey Borden Calvin Coates Member Services and Events Baltimore Police Department Steve Bers Executive Assistant to the Lindsay Ruocco Fulfillment and Call Center Manager Alison Jones Whiteford, Taylor & Preston President and CEO Director of Events & Tradeshows Specialist Days Inn Inner Harbor Tia Wilson Azikiwe DeVeaux Olivia Puglisi Victoria Laurey Administrative Assistant to Events4GoodPeople, LLC Elena DiPietro Associate Director of Convention National Group Housing CONVENTION SALES Membership Shawn King Baltimore City Law Department Services Assistant Under Armour Aurelia Welsh Terry Donahue Camille Spilker Chandler Williams Renaissance Harborplace Hotel Director of Sales and Services VISITOR CENTER *Executive Committee Member Convention Services Manager Call Center Information Donna Marquez Kim Allison, CAE, CASE Specialist Frank Riggio-Preston Hyatt Regency Baltimore Vacant Wanda Draper Director of Citywide Sales Convention Services Manager Director of Visitor Center Reginald F. Lewis Museum Amra Elmore Operations Carlos Plazas Ashley Johnson MARKETING Regional Director of Sales Jennifer Anderson Planned Parenthood of Maryland Convention Services Coordinator Jerry Edwards Brendan Janishefski Eric Masterton Manager of Visitor Center Chef’s Expressions Director of Web Marketing Director of Tourism and Training Operations Frank Remesch OPERATIONS Bridget Weininger 1st Mariner Arena Anthony Molino Chuck Boyd Vanessa A. Finney* Director of Meetings and Visitor Center Supervisor Regional Director of Sales Kyla McConnell Mid-Atlantic Nursery Trade Show Conventions Marketing Director of Human Resources J. Michael Riley Laurie Nelson-Choice Peggi Powell Kimberly Alvarado Visitor Center Supervisor M&T Bank Director of Diversity and WC Harvey Marketing Manager National Sales Staff Accountant Keith Shuey Cassandra Miller Visitor Center Supervisor Sheila Provenzano Anastasia O’Donnell Content and Publications Regional Director of Sales, Administrator Manager Chicago/Midwest Regional VISIT BALTIMORE ADVISORY COMMITTEES Office Janice Stewart Office Manager Thank you to the members of our volunteer Cultural Tourism, Group Tour, LGBT, Multicultural and Membership Advisory Committees for your time, consideration, creativity and efforts on our behalf!

-33- -34- APPENDIX A APPENDIX B Key Groups Booked in 2017 for Future Years FY2018 Tradeshow/Event Calendar TOTAL START ORGANIZATION EVENT NAME ROOMS DATE ECONOMIC IMPACT TRADESHOW/EVENT DATES LOCATION

A T Expositions 2021 American Towman Trade Show & Expo 3,845 11/10/2021 $5,827,723 FIRST QUARTER, FY2018

A T Expositions 2022 American Towman Trade Show & Expo 3,845 11/16/2022 $5,950,782 DMAI Annual Meeting July 11-14, 2017 Montreal Canada

AcademyHealth 2021 Annual Research Meeting 4,617 6/8/2021 $3,200,594 Orioles vs Cubs Game July 13-14, 2017 Baltimore, MD

All Star Challenge** All Star Challenge 2018 3,812 4/4/2018 $3,341,731 CESSE Annual Meeting July 25-27, 2017 Quebec City, Canada

AMDA-The Society for Post-Acute and Experient E4 Conference July 30-August 2, 2017 Houston, TX Long-Term Care Medicine Annual Meeting 4,180 3/7/2022 $2,490,030 CEMA Summit July 30-August 1, 2017 Rancho Bernardo, CA American Bus Association Marketplace 2021 9,690 1/26/2021 $5,148,436 SISO Leadership Conference August 1-3, 2017 Philadelphia, PA Association for Molecular Pathology** 2019 Annual Meeting 8,786 11/3/2019 $5,152,851 IAEE Krakoff Leadership Institute August 7-9, 2017 Leesburg, VA Athletic Business Media, Inc. Athletic Business Media Show 2020 5,065 10/30/2020 $2,756,895 ASAE Annual Meeting & Exposition August 12-16, 2017 Toronto, ON, Canada BBYO 2022 International convention 4,996 2/11/2022 $3,984,719 Connect / Corporate, Association, Specialty & Church of God in Christ, Inc.** International Women’s Convention 2019 9,514 5/22/2019 $9,081,924 Sports Marketplace August 21-23, 2017 New Orleans, LA Informa Exhibitions U.S. Remodeling Show | DeckExpo | JLC LIVE 2020 3,527 10/10/2020 $4,244,569 TSNN Awards August 21-23, 2017 New Orleans, LA Insurance Accounting and Systems IASA 2022 Annual Educational Conference & Association Business Show 6,659 6/1/2022 $3,936,698 Student Youth Travel (SYTA) Annual Conference August 25-29, 2017 Albuquerque, NM

International Society for CDX17 (Conference Direct) September 5-8, 2017 Dallas, TX Pharmacoeconomics and Outcomes ASAE 5-Star September 7-10, 2017 San Antonio, TX Research** 2018 ISPOR Annual International Meeting 4,000 5/17/2018 $3,893,284 CEIR September 14-15, 2017 Washington, DC Islamic Circle of North America ICNA-MAS 46st Annual Convention - 2021 4,045 5/26/2021 $8,660,917 NYIAEE War On the Shore September 17-18, 2017 Northfield, NJ Islamic Circle of North America ICNA-MAS 47st Annual Convention - 2022 4,047 5/25/2022 $8,828,135 Maryland on the Road Sales Mission TBD Islamic Circle of North America ICNA-MAS 48st Annual Convention - 2023 4,047 5/24/2023 $8,997,629 SECOND QUARTER, FY2018 Lunar Solis Corporation BronyCon 2023 7,900 8/1/2023 $6,894,178 ASAE Summit Dinner October 4, 2017 DC, National Building Museum Lunar Solis Corporation BronyCon 2024 7,900 7/30/2024 $6,998,398 NASC Market Segment October 9-11, 2017 Detroit, MI Lunar Solis Corporation BronyCon 2025 7,900 8/5/2025 $7,105,922

National Association of Independent 2021 People of Color Conference/Student IMEX America / CIC Hall of Leaders Gala October 10-12, 2017 Las Vegas, NV Schools Diversity Leadership Conference 6,496 11/28/2021 $4,647,108 Journey Home October 21, 2017 Baltimore, MD

National Soccer Coaches Association of Connect Healthcare October 24, 2017 Cincinnati, OH America 2028 NSCAA Annual Convention 10,324 1/9/2028 $8,532,429 Connect Faith October 24-26, 2017 Cincinnati, OH National Soccer Coaches Association of AMC Institute Forum November Anaheim, CA America 2032 NSCAA Annual Convention 10,324 1/11/2032 $9,174,179 Fall CAB November 5-7, 2017 Baltimore, MD Phi Theta Kappa 2021 Annual Convention 5,600 4/5/2021 $4,561,566 OMCA Marketplace November 5-8, 2017 Toronto, ON, Canada Southern Regional Education Board** HSTW Staff Development Conference 2019 9,455 7/7/2019 $4,691,364

Spirit Team** American Masters 2018 3,439 1/31/2018 $2,642,784 CD Forum November 14-16, 2017 Omni Orlando, FL

The General Convention of the Episcopal IAEE Expo! Expo! November 28-30, 2017 San Antonio, TX Church General Convention of the Episcopal Church 23,940 6/26/2021 $25,186,885 HPN Annual Partner Meeting November 29-December 2, 2017 San Francisco, CA

Tree Care Industry Association TCI EXPO 2020 3,525 10/26/2020 $2,732,335 National Coalition of Black Meeting Planners November 29 - December 2, 2017 Oakland, CA

US Lacrosse 2021 LAXCON 3,640 1/11/2021 $5,492,549 ConferenceDirect – 2017 CEO Summit December 6-8, 2017 The Phoenician, Scottsdale, AZ

US Lacrosse 2022 LAXCON 3,640 1/10/2022 $4,235,516 CVBREPS Holiday Event December 12, 2017 Washington, DC

Veterans Of Foreign Wars Of The United Association Forum Holiday Showcase December 13-14, 2017 Chicago, IL States VFW & Auxiliary 10,924 7/27/2021 $10,012,731

Bookings associated with top performing markets including: Athletics, Sports & Recreation Diversity Health and Medical Education **Short-term booking -36- APPENDIX B APPENDIX C FY2018 Tradeshow/Event Calendar Visitor Profile TRADESHOW/EVENT DATES LOCATION DAY VISITORS OVERNIGHT THIRD QUARTER, FY2018 TOTAL 15,332,635 59% 10,606,535 41% PCMA Convening Leaders / Annual Meeting January 7-10, 2018 Nashville, TN Children 3,679,832 24% 2,227,372 21% Adults & Children SYTA Summit January 17-21, 2018 San Jose, Costa Rica Adults 11,652,803 76% 8,379,163 79%

DC GM Sales Mission January 24-25, 2018 Washington, DC VFR 6,593,033 43% 5,409,333 51% Leisure 7,053,012 46% 3,288,026 31% American Bus Association (ABA) January 26-30, 2018 Charlotte, NC Trip Purpose Business 1,533,264 10% 1,378,850 13% RCMA January 30 - February 1, 2018 Omaha, NE Business & Leisure 153,326 1% 530,327 5% Meet Local Executive & Senior Leadership Breakfast January/February Baltimore, MD January-March 25% 22% April-June 27% 27% Diversity Marketplace (Connect) February 4-6, 2018 Portland, OR Season of Trips July-September 25% 27% AMC Institute 2018 Annual Meeting February 7-9, 2018 Vancouver October-December 23% 24% Experient SAM-SSE February 19-21, 2018 Baltimore, MD 18-24 16% 16% PMPI MACE February 27, 2018 Washington, DC Average Age 25-44 46% 42% Day: 42.2 CDX18 (Conference Direct) February Overnight: 44.5 45-64 26% 29% 65+ 12% 13% National Tour Association Marketplace TBD Gender 50% Female 52% Female Spirit of Hospitality TBD Washington, DC Under $49.9k 39% 39% DMAI Destination Showcase TBD Washington, DC $50k-$74k 20% 23% Household Income $75k-$99.9k 18% 15% Experient EnVision TBD $100k+ 23% 23% NYSAE Meet NY Day March 7, 2018 New York City, NY College/Post Grad 64% 66% Education PCMA Education Foundation Partnership Summit March TBD Some College 21% 21% NE GM Sales Mission March New York City, NY Full time 60% 57% Employment Part time 11% 12% ConferenceDirect APM March 24-29, 2018 Los Angeles, CA Retired/Not working 29% 31% CBI 14th Annual Pharma Forum 2018 March 25-28, 2018 Philadelphia, PA Travel Party Size 2.8 Persons 2.8 Persons FOURTH QUARTER, FY2018 Personal Auto N/A 63% African American Travel Conference April 1, 2018 TBD Transportation Air Travel N/A 26% Rental Car N/A 23% Light City Customer Event April 14 – April 21, 2018 (Light City) Baltimore, MD Only 1 night N/A 37% ASAE’s Xperience Design Project April 19-20, 2018 Gaylord National Resort Length of Stay Avg. nights N/A 2.5 NASC Symposium April 23-26, 2018 Minneapolis, MN Hotel/Motel N/A 48%

Helmsbriscoe Annual Business Conference April 30-May 2, 2018 Orlando, FL Accommodations Friends/Relatives N/A 32% Boat/Cruise N/A 2% Destination Celebration Kansas City, MO Shopping 29% 38% Orioles vs Toronto Blue Jays Spring TBD 2018 Fine Dining 16% 25% IAEE’s Women’s Leadership Forum May TBD 2018 Washington, DC Museum 16% 19% Activity Participation Chicago GM Sales Mission May TBD 2018 Chicago, IL Landmark/Historic 14% 17% Waterfront 7% 12% PCMA Education Foundation Visionary Awards May 2, 2018 Washington, DC Nightlife 6% 10% Preakness Customer Event May 19, 2018 Baltimore, MD

US Travel Association’s IPW May 19-23, 2018 Denver, CO

SGMP’s National Education Conference June 1, 2018 Norfolk, VA

MPI WEC June 2-5, 2018 Indianapolis, IN

Association Forum and Honors Gala (Chicago) TBD Chicago, IL

PCMA Education Conference June Cleveland, OH

FICP June Vancouver -38- 100 Light St., 12th Floor Baltimore, MD 21202 www.baltimore.org