ACVB BOARD OF DIRECTORS MEETING WEDNESDAY, FEBRUARY 22, 2017 | 8:00 a.m. GEORGIA AQUARIUM
CALL TO ORDER CHRIS COAN CHAIR, BOARD AND EXECUTIVE COMMITTEE
WELCOME DEBBIE CAMPBELL VP, MARKETING AND COMMUNICATIONS
DESTINATION REPORT MARK VAUGHAN EVP/CSO
Atlanta Occupancy – December 2016 December 2016 YTD Occupancy
2015
2016
ACVB Tax Revenue District
72.4%
72.7%
Hotels w/500+ rooms
75.3%
73.6%
Hotels within 1-mile radius of GWCC
72.9%
71.5%
Metro Atlanta
69.8%
69.9%
Source: STR
Atlanta Occupancy – January 2017 January 2017 YTD Occupancy
2016
2017
ACVB Tax Revenue District
68.0%
71.1%
Hotels w/500+ rooms
72.4%
76.0%
Hotels within 1-mile radius of GWCC
69.6%
72.5%
Metro Atlanta
64.1%
65.0%
Source: STR
Demand Share
Top 25 Markets Luxury & Upper Upscale
MONTHLY
YTD
Source: STR
Demand Share
Top 25 Markets Luxury & Upper Upscale
MONTHLY
YTD
Source: STR
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.
December 2016
Additional Rooms
1,200
Grand Total
263,038
Additional Rooms
135,874
Grand Total
173,5091
2016 YTD
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.
January 2017
Additional Rooms Grand Total
1,200 125,653
2017 YTD
Additional Rooms Grand Total
1,200 125,653
MAJOR GROUPS FOR FUTURE YEARS
Key Sales Activities • We finished 2016 at 102% of our room night goal and 102% of our lead goal. • Through January we are at 119% of our room night goal and 106% of our lead goal. Direct Sales Event • Destination Showcase • Envision • Conference Direct Partner • Nat. Assoc. Sports Commissions • PCMA Foundation • ASAE Great Ideas • Active America China • WTM Latin America • ITB
Washington, D.C. Cleveland Baltimore Sacramento Washington, D.C. Orlando Portland Sao Paolo Berlin
GEORGIA AQUARIUM UPDATE JOE HANDY PRESIDENT & COO, GEORGIA AQUARIUM
GEORGIA STATE STADIUM UPDATE CHARLIE COBB DIRECTOR OF ATHLETICS, GSU
FINANCIAL REPORT GREGORY PIERCE EVP/CAO/CFO
ATLANTA CONVENTION & VISITORS BUREAU
*SUBJECT TO REVISION
FINANCIAL STATEMENT SUMMARY WITH FORECAST
DURING AUDIT
THROUGH DECEMBER 31, 2016
CONSOLIDATED
CONSOLIDATED
2016
2016
2015
2016
2016
2016
ACTUAL
BUDGET
ACTUAL
YTD
FULL YR
FULL YR
YTD
YTD
YTD
VARIANCE
BUDGET
ACTUAL
SUPPORT & REVENUE Public Sector
23,244,257
22,134,002
21,362,032
1,110,255
22,134,003
23,244,257
Private Sector
10,115,329
8,730,915
9,812,077
1,384,414
8,730,915
10,115,329
33,359,586
30,864,917
31,174,109
2,494,669
30,864,918
33,359,586
9,118,726
9,280,340
8,663,875
161,614
9,280,340
9,118,726
853,018
923,510
746,747
70,492
923,510
853,018
20,866,366
18,700,952
19,462,555
(2,165,414)
18,700,952
20,866,366
1,841,295
1,675,000
1,691,329
(166,295)
1,675,000
1,841,295
32,679,405
30,579,802
30,564,506
(2,099,603)
30,579,802
32,679,405
680,181
285,115
609,603
395,066
285,116
680,181
TOTAL SUPPORT & REVENUE
EXPENSE Payroll & Related Expense Other Operating Expense Direct Promotional Expense
Capital Expense
TOTAL EXPENSE
EXCESS(DEFICIENCY) OF REVENUE OVER EXPENSE
2016 ANNUAL DISCRETIONARY PENSION CONTRIBUTION STAN WILSON TREASURER, ACVB CHAIR, FINANCE & HR COMMITTEE
2016 ANNUAL DISCRETIONARY PENSION CONTRIBUTION
• 2016 CONTRIBUTION = $330,000 approved by Executive Committee January 25, 2017 and Board of Directors in 2017 – – – – – – –
2015 contribution = $330,000 2014 contribution = $250,000 2013 contribution = $150,000 2012 contribution = $200,000 2011 contribution = $200,000 2010 contribution = $151,000 (zero for 2008-2009)
MARKETING UPDATE ANDREW WILSON EVP/CMO
ATLANTA.NET
2016 FULL YEAR
SITE VISITS
MOBILE SHARE
YTD Monthly Average
of Site Visits
+ 21% YoY 442,931
+ 15% YoY 536,999
600K
70%
52%
60%
2015 YTD
2016 YTD
60%
500K
Goal 50% 400K 40% 300K 30% 200K 20% 100K
10%
0K
0%
2015 YTD
2016 YTD
2016 FULL YEAR USER ENGAGEMENT YTD Index
118.8
*
vs. 2015
Weighting
Page Views/Visit Mobile
92
25%
Page Views/Visit Desktop & Tablet
98
20%
Soc. Media Engagement **
165
30%
Leisure Newsletter Open Rate
116
10%
Leisure Newsletter Sign-up
70
5%
Ad Clicks
104
5%
Member Clicks
122
5%
Weighted Index
118.8
* 2015 set as baseline = Index 100 ** Social Media Activity is the aggregate of Likes, Comments, Shares and similar activity across Facebook, Twitter, Instagram and Pinterest.
2016 FULL YEAR Total Digital Impressions
185,823,930
(page views, social posts, newsletters, display ads)
SE Regional Broadcast TV (Impressions)
11,957,298
Total Digital Engagement
4,352,067
(video views, clicks off-site, social shares/likes/comments)
Referrals to Hospitality Industry
1,835,639
(clicks to website/social channels)
Average CPM
$10.39
(cost per thousand impressions)
Average CPC (cost per click)
$0.44
2016 CAMPAIGN RESULTS Multi-Channel, Multi-Tactic Campaign • Digital Display, YouTube, Social • Included Re-targeting Meeting Planners, Re-marketing Consumers
Total Campaign Video Views
1,512,423
- YouTube - Facebook
443,277 1,069,146
I AM ATL CAMPAIGN SURVEY RESULTS
1808 SURVEY RESPONDENTS viewed one of six videos
I AM ATL CAMPAIGN SURVEY RESULTS
Cities rated for having a “creative vibe” 80% Total
70%
Other Respondents Creative Class
% of Respondents
60% 50% 40% 33% 28%
30% 20% 10% 0% New Orleans
Nashville
Atlanta
Charleston
Orlando
Charlotte None of the above
I AM ATL CAMPAIGN SURVEY RESULTS
Change in perception of Atlanta after watching video 35%
Creative Class
32%
32%
44%
30%
% of Respondents
25% 21%
20% 15%
12%
10% 5% 1%
0%
1%
0%
Decreased Decreased Decreased Significantly Slightly
Did Not Change
Increased Increased Increased Slightly Significantly
I AM ATL CAMPAIGN SURVEY RESULTS
Interest in seeing more videos like these on Atlanta 40%
Creative Class
36%
56%
35%
% of Respondents
30% 24%
25%
20%
20% 15%
10%
12% 9%
5%
0% Not at all (1)
2
3
4
Exteremely (5)
PRESIDENT’S REPORT E
WILLIAM PATE
OLD BUSINESS
NEW BUSINESS
ADJOURN