INVITING THE WORLD INVESTING IN DALLAS 2019 ANNUAL REPORT 1 “A robust tourism industry helps our great city thrive and is a critical component of the Dallas economy. The first thing that visitors to Dallas experience is our hospitality, making the industry vital to establishing and maintaining our reputation around the world.” Eric Johnson Mayor of the City of Dallas TABLE OF CONTENTS Executive Message 3 Background & Mission 4 Financial Overview 8 Budget Categories 1| Sales & Incentives 9 2| Marketing 13 3| Site Visits & Tours 16 4| Local Arts & Events Incentives 19 5| Administration & Research 24 Investing in Dallas 26 Big goals. Great partnership. Dallas is well known for its beautiful skyline, its impressive buildings and its rich heritage. What we consider most impressive, though, is the spirit of its people, and our collective power to make change. Big change. Together since 2012, private hoteliers in Dallas have been able to work with the public in a unique partnership with a shared goal: Enhance tourism. Dallas was the first major city in Texas to establish a Tourism Public Improvement District, which by law allowed us to utilize travelers’ dollars in a strategic way to not only grow the number of visitors to our city, but also to enrich the lives of the people who live and work in Dallas. Other cities, seeing our success, have followed suit. As usual, Dallas leads the way, and in a big way, with the most wins by any Texas Tourism Public Improvement District to date. Since the Dallas Tourism Public Improvement District’s (DTPID) inception in 2012, together we have realized a multi-billion-dollar economic impact. From increased numbers of visitors to our city, to winning more bids for high-profile events, to putting dollars back into the pockets of everyday citizens whose tax bills are lower because of the DTPID, we see big impact. One of our favorite aspects of operating the DTPID is awarding significant dollars to arts and cultural organizations to support the rich heritage we get to experience on a daily basis. We live here, too, and we reap the rewards of life in a city that knows where it has come from as it celebrates a bright and diverse future. On behalf of our board of directors and membership, we are honored to present you with exciting results from this fiscal year, as well as overall context of what this partnership has done so far with Dallas. Like most things here, it’s big. Thank you for taking the time to understand our shared opportunity. Sincerely, Greg White Chairman of the Board Dallas Tourism Public Improvement District Westin Galleria Dallas 3 BACKGROUND & MISSION From tourism to transformation. The story of this unique agreement is much like the Background story of Dallas itself: Forward-thinking individuals coming together to create something new to Texas that To help advance Dallas as a top five U.S. destination, has widespread benefit for businesses and citizens in a capital-generating public improvement district was Dallas. Through the Dallas Tourism Public Improvement created, authorized by the Dallas City Council and District (DTPID), hotels in Dallas have leveraged the effective August 1, 2012. Hotels in Dallas city limits with opportunity to fund public improvement through 100 rooms or more pay a 2% assessment on occupied the specific lens of tourism in the city’s first special- rooms for the purpose of generating funds to market and purpose public improvement district. The DTPID exists promote Dallas as a convention and tourism destination. at the discretion of its member hotels for the purpose of In 2016, the DTPID was renewed for a 13-year term, to allowing for new initiatives and supplemental spending September 2029. to market Dallas as a destination for leisure and business travel. The result is a multi-billion-dollar impact and an impressive ROI that illustrates the power Dallas has to come together in a big way. FY2018–2019 FY2018–2019 HOTEL OCCUPANCY TAX (HOT) DTPID TOTAL: $64.119 Million TOTAL: $17.4 Million Kay Bailey Hutchison Convention Center Sales and Incentives VisitDallas (marketing and operational costs) Marketing Office of Cultural Affairs (in support of the arts) Sites and Familiarization Tours Incenting Local Organizations and the Arts Operations/Administration/Research 2.6% 5% $1.674M 7.5% $0.870M $1.305M 10% 30% $1.741M 42.5% $19.313M 67.4% $7.398M $43.132M 35% $6.092M 4 Photo courtesy of Reunion Tower 5 How It Works revenue is limited to the categories on the service plan, with no authority to add or remove expense categories. The City of Dallas levies a 2% assessment on hotels within VisitDallas acts as the administrative entity for programs Dallas city limits that have 100 rooms or more. The hotel authorized by the Dallas Tourism Public Improvement recovers the cost of that assessment by charging it to District Board, but funds from the DTPID cannot be used guests as a hotel room night charge. The funds are collected to pay staff salaries or travel expenses. by the city and turned over to the DTPID. The Dallas Tourism Public Improvement District Corporation, Supporting Dallas a private nonprofit corporation, manages the DTPID, with The economic impact of a strong tourism industry to Dallas governance provided by a 10-member board of directors is staggering: Last year, more than 27 million people visited and two non-voting, ex-officio board members. Hoteliers Dallas, spent $5.3 billion and generated an economic within the district fill the voting positions. impact of $8.9 billion. Tourism supports hotels, attractions, How Funds Can Be Used restaurants – and jobs. In total, more than 65,000 jobs in Dallas are supported by the tourism industry. The purpose of a tourism public improvement district is to generate supplemental funding for tourism marketing Outside of those specifically tied to tourism, the industry and sales incentives as authorized by Chapter 372 of the benefits households in Dallas. Tourism-driven state and Texas Local Government Code, also known as the Public local tax proceeds of $608 million in 2019 helped offset the Improvement District Assessment Act. When a group average Dallas household tax burden by $1,221. Funding of hotel property owners petition to create a tourism public utilized by the DTPID is sourced from travelers improvement district, they provide a service plan that coming into Dallas – not taxes on Dallas residents – indicates which statutory categories are included as eligible and helps to directly benefit citizens of Dallas. expenditures throughout its term. Use of assessment 6 The district has been instrumental Impact on Tourism in doubling the city’s conversion rate Before the establishment of the DTPID in 2012, Dallas for securing conventions. It has was a city ready to welcome more visitors and grow a also facilitated a 17% increase profitable tourism industry to the benefit of its residents in occupancy on average and local businesses. With the establishment of the DTPID, throughout the city.” exponential growth has been realized, with compounding benefit for all involved. The dollars invested in this Scott Joslove, President and CEO of Texas Hotel initiative come from visitors to Dallas, and, in FY 2018- & Lodging Association, in an article written for Today’s Hotelier magazine. 2019, resulted in $17.4 million in assessment revenue, funds used to galvanize tourism initiatives and programs. In 2019, Dallas won the coveted title of being named a top five destination by industry giant Cvent, an honor directly attributed to the work Dallas had done in growing well into the future. Funds from the DTPID are its tourism. committed to providing incentives to offset costs for these events to encourage them to book in Dallas, This kind of growth does not happen simply by organic and through 2029, more than $39.9 million is increase: Since the inception of the DTPID in 2012, the earmarked for events on their way. percentage of events that Dallas is able to win has increased well beyond incremental upgrades. Large, city-wide With much of the story still to be written, the narrative conventions and events tend to book more than 10 years of Dallas as a tourism main player is already captivating out, and Dallas is just beginning to actualize the benefits audiences from around the world – and receiving cheers from this 2012 initiative, with exponentially more planned from a grateful home crowd. 7 FINANCIAL OVERVIEW Forward-thinking. Fiscally strong. Hotels in Dallas with 100 rooms or more pay a 2% assessment on occupied rooms for the purpose of generating funds to City-Wide Events* Booked for Future, by year market and promote Dallas as a convention and tourism destination. It is important to note that this is separate from 160 the 7% Hotel Occupancy Tax (HOT) paid to the City of 150 140 Dallas from guest room receipts. Dallas is the first major city 160 in Texas to fund a tourism public improvement district, and 130 160 150 others have followed suit. 120 150 140 110 For FY 2018-2019,140 Oct.1, 2018 – Sept. 30, 2019, the total 130 130 100 amount of revenue controlled by the DTPID was $17.4 million. 120 90 120 110 In the DTPID’s approved Service Plan, statutory categories 110 100 with eligible expenses throughout the term of the DTPID 100 FY2010–2011FY2011–2012FY2012–2013FY2013–2014FY2014–2015FY2015–2016FY2016–2017FY2017–2018 are: Sales & Incentives, Marketing, Site Visits & Familiarization 90 FY2018–2019 90 Tours, Local Arts & Events Incentives, and Administration & Research. 2,300,000ContractedFY2010–2011FY2011–2012FY2012–2013 HotelFY2013–2014 RoomsFY2014–2015 forFY2015–2016 FutureFY2016–2017 FY2017–2018SpecificFY2018–2019 FY2010–2011FY2011–2012FY2012–2013FY2013–2014FY2014–2015FY2015–2016FY2016–2017FY2017–2018FY2018–2019 2,200,000to City-Wide Events, by year Filling the Future Funnel 2,100,000 2,300,000 2,000,000 Since the2,300,000 inception of the DTPID in 2012, the number 2,200,0001,900,000 of city-wide2,200,000 events Dallas is winning has increased dramatically.