ACVB EXECUTIVE COMMITTEE MEETING WEDNESDAY, AUGUST 23, 2017 | 8:00 a.m. ACVB BOARD ROOM
CALL TO ORDER CHRIS COAN CHAIR, BOARD AND EXECUTIVE COMMITTEE
DESTINATION REPORT MARK VAUGHAN EVP/CSO
Atlanta Occupancy – July 2017 July 2017 YTD Occupancy
2016
2017
ACVB Tax Revenue District
75.1%
73.5%
Hotels w/500+ rooms
79.0%
77.2%
Hotels within 1-mile radius of GWCC
76.0%
73.9%
Metro Atlanta
71.8%
71.5%
Source: STR
Room Night Demand
City of Atlanta * Slight difference from actual due to rounding of individual months.
MONTHLY
YTD*
Source: STR
Key Sales Activities • Through May, we are 78% of our room night goal and 107% of our lead goal. Direct Sales Events • China/America Summit • ASAE • Collaborate • Experient – E4 • ASAE Five Star • Student Youth Travel • Trade Show Executive Gold 100 • IMEX • HB Cares • Kellen Company
Atlanta Toronto New Orleans Houston San Antonino Albuquerque San Francisco Las Vegas New York Chicago
Green Up = 10% above average Orange Equals = Within 10% +/- of average Red Down = 10% below average
BOOKINGS
Note: These numbers differ slightly from the Productivity Report due changes in room blocks and distribution of booking credit.
July 2017
Additional Rooms
10,029
Grand Total
78,151
Additional Rooms
71,606
Grand Total
741,991
2017 YTD
MAJOR GROUPS FOR FUTURE YEARS
FINANCIAL UPDATE GREGORY PIERCE EVP/CAO/CFO
ATLANTA CONVENTION & VISITORS BUREAU FINANCIAL STATEMENT SUMMARY WITH FORECAST THROUGH JULY 31, 2017
CONSOLIDATED
CONSOLIDATED
2017
2017
2016
2017
2017
2017
ACTUAL
BUDGET
ACTUAL
YTD
FULL YR
FULL YR
YTD
YTD
YTD
VARIANCE
BUDGET
FORECAST
SUPPORT & REVENUE Public Sector
14,070,879
14,158,330
13,800,730
(87,451)
23,908,314
23,191,065
Private Sector
3,266,501
2,999,193
3,562,223
267,308
10,072,000
10,072,000
17,337,380
17,157,523
17,362,953
179,857
33,980,314
33,263,065
5,296,781
5,351,004
5,245,485
54,223
9,560,746
9,560,746
575,549
555,984
495,595
(19,565)
836,439
836,439
Direct Promotional Expense
8,880,062
9,046,031
8,891,105
165,969
21,307,851
20,643,568
Capital Expense
1,047,060
1,095,686
1,063,701
48,626
1,898,112
1,898,112
15,799,452
16,048,705
15,695,886
249,253
33,603,148
32,938,865
1,537,928
1,108,818
1,667,067
429,110
377,166
324,200
TOTAL SUPPORT & REVENUE
EXPENSE Payroll & Related Expense Other Operating Expense
TOTAL EXPENSE
EXCESS(DEFICIENCY) OF REVENUE
OVER EXPENSE
MARKETING UPDATE ANDREW WILSON EVP/CMO
Marketing Goals Redefined • Old goals focused primarily on web traffic • Historically a good proxy for visitation • Added Engagement Index • Social Media • Newsletters • Interactions with website (member referrals, ads) • What’s missing? • Content Distribution beyond web • Sales Support
Marketing Goals 1. 2.
DESTINATION DEMAND Increase destination wide demand for group and transient leisure, and exceed meeting attendance expectations. Measures/KPIs:
1. 2.
CONTENT DISTRIBUTION Provide information (content) about the destination: dreamer/inspiration articles and videos, planning content such as insider guides, events, things to do. Measures/KPIs (depending on the program of work), both organic and paid:
1. 2.
BRAND ENGAGEMENT Promote advocacy (engagement) for the brand. Measures/KPIs, both organic and paid
Marketing Goals
Build on the Bernhardt Engagement Index Concept Destination Demand
Content Distribution
Brand Engagement
Demand (room nights)
Website page Views
Transient leisure weekend demand
Social media impressions
Social Shares, likes, comments, repins, retweets
Attendance vs MP expectation
eCRM distribution
[Quarterly/bi-annual perception tracking study]
Video Views Syndicated content impressions
Page views/Visit Mobile Page views/Visit Desktop Email open rate
Display ad impressions
Email opt-ins
TV/Radio GRPs
PPC clicks
Print Distribution
Website ad clicks
Out of Home audience reach
Member page clicks
Video channel subscriptions
Marketing Goals Destination Demand
Content Distribution
Brand Engagement
Q1 116
Q1 113
Q1 144
Q2 104
Q2 97
Q2 101
GWCCA CAMPUS UPDATE FRANK POE EXECUTIVE DIRECTOR
PRESIDENT’S REPORT E
WILLIAM PATE PRESIDENT & CEO
OLD BUSINESS GREGORY PIERCE
2017 Board Election New board members • • • •
Todd Brosius Michael Drake Fred Rich Doug Shipman »
President SVP President CEO
AmeriPark Atlanta Falcons CTN Global Woodruff Arts
2017 2019 2019 2018
NEW BUSINESS
ADJOURN