DESTINATION MARKETING AND BUSINESS PLAN 2022 PLAN OUTLINE ABOUT VISIT EVANSVILLE About Visit Evansville 2 Executive Letter 3 2022 Forecast 4 2022 Budget 5 Meet Evansville 6 Mission Vision 2030 Destination Services 10 Play Evansville 12 Visit Evansville promotes Visit Evansville’s vision is to be Evansville Sports Complex 14 and develops visitor the lead destination organization, Tour Evansville 16 experiences in our city and which focuses on the best Film Evansville 18 area to achieve sustainable growth travel markets and Explore Evansville 20 tourism economic growth. supportive tourism development. Destination Marketing 22 Regional Economic Impact 24 3 YEAR DESTINATION PLAN 26 Develop and Align to Annual Plan 27 Apply Resources and Engage 27 Stakeholders Values 10 YEAR TOURISM MASTER PLAN 29 Brand Visionary & strategic Amateur Sports 30 Outdoor Recreation 31 Promise Collaborative and partner/team supportive Convention Industry 32 To champion Evansville area Visit Evansville 32 Customer and visitor experiences. Downtown Evansville 33 community-oriented Festivals 33 Open and transparent Productive and accountable Glossary 34 Visit Evansville Board of Commissioners Joseph Kiefer, II – President Wendy White Appointed by: Mayor Appointed by: Mayor Term Ends: 12/31/2021 Term Ends: 12/31/2021 Evansville Teachers Credit Union Doubletree by Hilton 4401 Theater Drive, Evansville, Indiana 47715 601 Walnut Street, Evansville, Indiana 47708 (812) 431-2305 (816) 888-9250 [email protected] [email protected] Mackenzie Black – Vice President Rita Patel Appointed by: County Commissioners Appointed by: County Council Term Ends: 12/31/2021 Term Ends: 12/31/2021 Dunn Hospitality LaQuinta Inn & Suites 300 SE Riverside Drive, Suite 100, Evansville, Indiana 47713 8015 E Division Street, Evansville, Indiana 47715 (812) 483-3298 (812) 453-3518 [email protected] [email protected] Alexis Berggren – Treasurer Ali Hashemy Appointed by: County Commissioners Appointed by: Mayor Term Ends: 12/31/2021 Term Ends: 12/31/2021 Old National Events Plaza Tropicana 715 Locust Street, Evansville, Indiana 47708 421 NW Riverside Drive, Evansville, Indiana 47708 (812) 437-8283 (812) 483-6515 [email protected] [email protected] Joshua Armstrong – Secretary G. Michael Schopmeyer Appointed by: County Council Legal Counsel Term Ends: 12/31/2021 Kahn, Dees, Donavan, and Kahn, LLP Downtown Evansville — Economic Improvement District 501 Main Street, Suite 305, Evansville, Indiana 47708 318 Main Street, Suite 401, Evansville, Indiana 47708 (812) 423-3183 (812) 499-9173 [email protected] [email protected] 2 (800) 433-3025 VisitEvansville.com EXECUTIVE LETTER Now that we are emerging from the tourism/hospitality • Convention Services: After a two-year hiatus, we have industry’s worst two years due to the COVID-19 pandemic, reactivated this supportive effort to support returning Visit Evansville is eager and prepared to lead our industry meetings, conventions, sporting events, and special events. into a brighter future. • Destination Marketing & Communications: We will leverage existing resources to maintain our focus on the meetings and The Visit Evansville 2022 destination marketing and business sports markets. However, the leisure travel segment will also plan includes initiatives that will help assist Visit Evansville be targeted, but only through various social media outlets. in growing our tourism economy in 2022 and beyond. A few highlights in our plan include: • Deaconess Sports Park: The Deaconess Sports Park will receive a facelift in 2022, with synthetic infields replacing the • 10-Year Tourism Master Plan: Visit Evansville has developed clay infields. This enhancement will help us to attract more a 10-year Tourism Master Plan that will help lead the way tournaments, and as a result, we plan to develop several of in enhancing existing our own tournaments under the brand name Double Play tourism and building new Sports beginning in 2022. attractions for Evansville/ The future of Future construction Vanderburgh County. • Regional Economic Development: Evansville's projects that should have a positive impact on hotel • 3-Year Strategic Plan: occupancies are expected to The Visit Evansville staff hospitality begin towards the later part has developed a 3-year industry remains of 2022 and will continue into strategic plan that links the 2023 and beyond. Tourism Master Plan with very bright. Visit Evansville is very excited our Destination Marketing about the new and unique and Business Plan. opportunities 2022 will bring. • Visitors Center: Due to our recent office relocation to the The Visit Evansville team will Fifth Third Center, we have closed the Visitor Center at the continue to invest our sales Pagoda. This year will be spent evaluating options as we and promotion budget into seek new opportunities to leverage technology to create an initiatives that will have a enhanced visitor center experience. significant ROI for Evansville/ Vanderburgh County tourism. Wendy White • Meetings and Conventions: Our 2022 plan specifically Appointed by: Mayor targets industry shows that are appointment based whereby We remain optimistic that the Term Ends: 12/31/2021 we will have one-on-one appointments with prospective future of Evansville’s tourism/ Jim Wood, FCDME Doubletree by Hilton hospitality industry remains 601 Walnut Street, Evansville, Indiana 47708 clients who are in the pursuit of obtaining more RFPs. Our President & CEO (816) 888-9250 primary objective with these appointments is to meet with very bright. [email protected] prospective convention clients whose profile fits ONEP. Rita Patel Appointed by: County Council Term Ends: 12/31/2021 LaQuinta Inn & Suites 8015 E Division Street, Evansville, Indiana 47715 (812) 453-3518 [email protected] VISIT EVANSVILLE EVANSVILLE TEAM SPORTS COMPLEX TEAM Ali Hashemy Appointed by: Mayor Term Ends: 12/31/2021 Tropicana 421 NW Riverside Drive, Evansville, Indiana 47708 (812) 483-6515 [email protected] G. Michael Schopmeyer Legal Counsel Kahn, Dees, Donavan, and Kahn, LLP 501 Main Street, Suite 305, Evansville, Indiana 47708 (812) 423-3183 Megan Laura Morgan Hailey Angela Julia Tim Cate [email protected] Heronemus Peck Locher Reynolds Statz Pillow Fulton Simon Director of Sales Senior Sales Sales Manager Marketing & Visitors Center Director of Evansville Evansville Manager Communications Manager Administration Sports Complex Sports Complex Manager Director of Program & Sports Facilities Events Manager 3 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 2019 2,949 2020 2,775 70% 2,686 2,734 2,519 60% 2,100 2,258 1,971 50% 40% 1,388 946 30% 1,022 769 Chicago 90 1,233 20% 69 981 588 10% 288 326 268 252 0% 147 93 83 0 0 57 71 2020 OCCUPANCY: 44.6% INDIANA VISITORS CENTER TRAFFIC ILLINOIS OHIO 74 90% Administration Indianapolis Marketing 80% 75 63.7 62.4 Sports 70 $93.02• 61.9 $93.22• Sales $91.58• 41 69 Cincinnati 54.8 70% $84.71• 65 44.6 60% $81.68• St. Louis 50% 64 Louisville 40% 2017 2018 2019 2020 2021 (06/30) •ADR: AVERAGE DAILY RATE Evansville KENTUCKY 24 75 90% 45,000 80% 40,000 70% 35,000 Nashville 60% 30,000 40 2022 50% 25,000 40% 20,000 30% 15,000 TENNESSEE FORECAST 20% 10,000 10% 5,000 0% 0 Chattanooga The following forecast, created by Smith Travel Research are 2022 monthly hotel occupancy projections,2019 average2020 room rate projections,2021 2019 2020 2021 2022 and RevPar projections for Evansville/Vanderburgh County hotels. Our 2022 budget revenue is based on these projections. TOP: OCCUPANCY RORECAST (%) TOP: AVERAGE DAILY RATE ($) TOP: REVENUE PER AVAILABLE ROOM ($) OCCUPANCY BOTTOM: PERCENT CHANGE FROM 2021 BOTTOM: PERCENT CHANGE FROM 2021 BOTTOM: PERCENT CHANGE FROM 2021 FORECAST OCCUPANCY 72.3% 73.7% +5.3% +10.6% 70.4% +4.2% 80% 64.5% 66.0% 63.4% +2.4% +3.2% 62.9% 60.0% +8.9% +1.6% +6.6% 70% 55.0% 51.9% +9.9% +22.3% 47.1% 60% 45.5% +8.4% +18.6% 50% 40% JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER $97.93 +1.4% AVERAGE DAILY RATE (ADR) $91.19 $90.35 $91.98 +4.6% +0.6% $88.66 $88.75 $87.96 +0.0% 100% $86.10 +1.1% +0.6% $84.57 +2.5% $83.37 $83.18 +0.6% +5.4% $82.94 +5.6% +0.6% +0.6% 90% 80% JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER REVENUE PER AVAILABLE ROOM (REVPAR) $72.16 +6.8% 80% $65.33 $64.75 +10.6% +4.8% Pantone Pantone Pantone $58.83 $58.48 70% 2925 7409 Cool Gray 10 +7.9% +3.5% $52.77 $54.18 $52.74 +2.2% +9.3% +9.6% $48.23 60% $43.87 +10.6% Pantone Pantone Pantone Pantone Pantone Pantone Pantone 370 C 7522 C 177 C 297 C 319 C 1375 C Bright Red C +28.9% $39.05 $37.96 50% +9.0% +25.3% 40% 30% JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER AVERAGE 3.25 days 1.5 days VISITOR'S $565.51 $163.00 MEETING AND CONVENTION AVERAGE LENGTH LEISURE AVERAGE LENGTH SPEND DELEGATE OF STAY TRAVELER OF STAY 4 (800) 433-3025 VisitEvansville.com 2022 2022 BUDGET DETAIL BUDGET REVENUE REVENUE Innkeeper's $1,621,615.00 INNKEEPERS DISTRIBUTION JAN CasinoFEB MAR APR MAY JUN$180,000.00 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL $1,801,615.00 PERCENTAGES 2019 2,949 2020 2,775 70% The current Vanderburgh County Innkeeper's tax rate is set at EXPENSES 2,686 2,734 8%. The innkeeper's tax is collected on the rental of rooms and Insurance $22,560.2,51900 60% accommodations for periods less than 30 days. This is in addition 2,100 2,258 Postage/Freight $5,000.00 to any other required taxes.