ACVB EXECUTIVE COMMITTEE MEETING THURSDAY, AUGUST 23, 2018 | 8:00 a.m. ACVB BOARD ROOM
CALL TO ORDER
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JOHN STEPHENSON CHAIR, BOARD & EXECUTIVE COMMITTEE
DESTINATION REPORT
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EVP/CSO
ATLANTA OCCUPANCY – July 2018 July 2018 YTD Occupancy ACVB Tax Revenue District
Hotels w/500+ rooms
Hotels within 1-mile radius of GWCC
Metro Atlanta
Source: STR
2017
2018
73.6%
76.3%
76.5%
80.8%
74.0%
78.4%
71.4%
71.8%
KEY SALES ACTIVITIES Through July, we are 99% of our room night goal and 117% of our lead goal. Direct Sales Events
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ASAE Annual Meeting Experient E4 Kellen Annual Connect Student Youth Travel Florida MPI ASAE Five Star World Travel Market
Chicago Anaheim Chicago Salt Lake Baltimore Orlando Colorado Springs London
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 2018
Additional Rooms
Grand Total
637 118,473
2018 YTD
Additional Rooms
Grand Total
61,458
929,885 Red Up = 10% over average Orange Equals = Within 10% +/- of average Green Down = 10% below average
MAJOR GROUPS FOR FUTURE YEARS
ATLANTA CONVENTION & VISITORS BUREAU FINANCIAL STATEMENT SUMMARY WITH FORECAST THROUGH JULY 31, 2018
CONSOLIDATED
CONSOLIDATED
2018
2018
2017
2018
2018
ACTUAL
BUDGET
YTD
YTD
2018
ACTUAL
YTD
FULL YR
FULL YR
YTD
VARIANCE
BUDGET
FORECAST
SUPPORT & REVENUE Public Sector
15,035,774
14,229,087
14,070,879
806,687
23,951,587
25,149,166
Private Sector
2,464,024
2,084,434
3,341,471
379,590
9,067,000
9,067,000
17,499,798
16,313,521
17,412,350
1,186,277
33,018,587
34,216,166
5,297,139
5,384,631
5,296,784
87,492
9,565,102
9,565,102
TOTAL SUPPORT & REVENUE
EXPENSE Payroll & Related Expense Other Operating Expense
565,277
560,273
642,718
(5,004)
837,000
837,000
Direct Promotional Expense
9,643,179
9,183,468
8,827,657
(459,711)
20,330,190
21,430,190
Capital Expense
1,032,834
1,004,881
1,115,470
(27,953)
1,899,000
1,899,000
16,538,429
16,133,253
15,882,629
(405,176)
32,631,292
33,731,292
961,369
180,268
1,529,721
781,101
387,295
484,874
TOTAL EXPENSE
EXCESS(DEFICIENCY) OF REVENUE OVER EXPENSE
MARKETING UPDATE
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ANDREW WILSON EVP/CMO
MARKETING GOALS Period
Destination Demand
Content Distribution
Brand Engagement
2018
107
133
111
Q4 Q3 Q2 Q1
108 105
97 155
105 155
MARKETING GOALS
BUILT ON THE BERNHARDT ENGAGEMENT INDEX CONCEPT Destination Demand
Content Distribution
Brand Engagement
Demand (room nights)
Website page Views
Social Shares, likes, comments, re-pins, retweets
Transient leisure weekend Social media impressions demand Video Views Attendance vs MP eCRM distribution expectation Display ad impressions [Quarterly/bi-annual perception tracking study] Syndicated content impressions
Page views/Visit Mobile Page views/Visit Desktop
Email open rate Email opt-ins
TV/Radio GRPs
PPC clicks
Print Distribution
Website ad clicks/Visit
Out of Home audience reach
Member page clicks/Visit Video channel subscriptions
China Marketing Campaign To support the new Delta Shanghai-Atlanta flight, we are investing in a custom program developed by Brand USA, which targets Chinese leisure travelers.
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Multi-channel content distribution OTA display and microsite Social Media Brand USA Destination websites*
- $24,000 - $30,000 - $30,000 - $ 8,500 - $92,500
*Atlanta city page on international sites including VisitTheUSA.com, GoUSA.cn, etc.
Multi-channel - $24,000 o Mafengwo - TripAdvisor-like UGC travel journals and guides
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Baidu iQiyi – Netflix/YouTube-like video streaming service with over 500 million monthly users, 50 million subscribers
OTA - $30,000 o Ctrip - Expedia-like OTA with 300 million registered users, 75 million daily users
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Social Media - $30,000 o WeChat - Multifunctional online chatting mobile app 1,040 million monthly active users o Weibo - Combination of Twitter and Facebook: 392 million monthly active users
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@christopherbw
PRESIDENT’S REPORT
WILLIAM PATE PRESIDENT & CEO
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OLD BUSINESS •
Admission of Daryl Evans as an Honorary Member of Atlanta Convention & Visitors Bureau, Inc. (Resolution)
•
Election of Daryl Evans as a member of the Board of Directors (Resolution)
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NEW BUSINESS
ADJOURN