ACVB BOARD OF DIRECTORS MEETING THURSDAY, FEBRUARY 28, 2019| 8:00 a.m. ATLANTA HISTORY CENTER
CALL TO ORDER
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DEXTER WARRIOR CHAIR, BOARD & EXECUTIVE COMMITTEE
WELCOME SHEFFIELD HALE PLACE IMAGE HERE
PRESIDENT & CEO ATLANTA HISTORY CENTER
DESTINATION REPORT
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MARK VAUGHAN EVP/CSO
ATLANTA OCCUPANCY – DECEMBER 2018 December 2018 YTD Occupancy ACVB Tax Revenue District
Major Convention Hotels
Hotels within 1-mile radius of GWCC
Metro Atlanta
Source: STR
2017
2018
72.9%
73.6%
75.3%
77.8%
73.0%
75.5%
70.0%
70.1%
ATLANTA OCCUPANCY – JANUARY 2019 January 2019 YTD Occupancy ACVB Tax Revenue District
Major Convention Hotels
Hotels within 1-mile radius of GWCC
Metro Atlanta
Source: STR
2018
2019
72.0%
72.7%
76.1%
80.0%
73.8%
77.8%
64.3%
65.9%
KEY SALES ACTIVITIES Through January 2019, we are at 97% of our room night goal and 116% of our lead goal. Direct Sales Events
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NCAA Final Four Experient Envision CBI Medical Meetings Forum Travel South Conference Direct Partner Meeting MPI Kansas City SISO CEO Summit PCMA ASAE XDP
Minneapolis Las Vegas Philadelphia Myrtle Beach Atlanta Kansas City Miami Washington, D.C. Washington, D.C.
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FINANCIAL REPORT
GREGORY PIERCE PLACE IMAGE HERE
EVP/CAO/CFO
ATLANTA CONVENTION & VISITORS BUREAU FINANCIAL STATEMENT SUMMARY WITH FORECAST THROUGH DECEMBER 31, 2018
CONSOLIDATED
CONSOLIDATED
2018
2018
2017
2018
2018
2018
ACTUAL
FORECAST
ACTUAL
YTD
FULL YR
YTD
YTD
YTD
VARIANCE
FORECAST
SUPPORT & REVENUE Public Sector
25,107,385
24,430,619
24,122,946
676,766
23,951,587
24,430,619
Private Sector
9,600,349
8,369,149
9,810,402
1,231,200
9,067,000
8,369,149
34,707,734
32,799,768
33,933,348
1,907,966
33,018,587
32,799,768
9,989,913
10,018,675
9,220,267
28,762
9,565,102
10,018,675
TOTAL SUPPORT & REVENUE
EXPENSE Payroll & Related Expense Other Operating Expense Direct Promotional Expense Capital Expense
TOTAL EXPENSE
983,164
1,048,007
1,010,961
64,843
837,000
1,048,007
20,896,610
19,579,915
21,102,513
(1,316,695)
20,330,190
19,579,915
1,876,212
1,800,229
1,787,958
(75,983)
1,899,000
1,800,229
33,745,899
32,446,826
33,121,699
(1,299,073)
32,631,292
32,446,826
961,835
352,942
811,649
608,893
387,295
352,942
EXCESS(DEFICIENCY) OF REVENUE OVER EXPENSE
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GOVERNMENT & COMMUNITY AFFAIRS REPORT MARCUS MARGERUM VICE PRESIDENT
MARKETING REPORT
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ANDREW WILSON EVP/CMO
2018 KEY MARKETING HIGHLIGHTS KEY METRICS ‒
Demand Index:
‒
Content Distribution Index:
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Brand Engagement Index:
104 99* 118
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‒
131 million impressions
‒
5.0 million engagement
WEBSITE TRAFFIC ‒
5.6 million visits
DISCOVER ATLANTA APP ‒
1.2 million app "page views"
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7,736 average monthly active users
* Shifted some video distribution tactics to Facebook and Instagram where the views are included in the Engagement Index
EXPANDED I AM ATL CAMPAIGN • Produced and promoted 7 video shorts for social (6-30sec)
Continued positive momentum with visitor metrics • 1,339,000 views since campaign launch from inimpressions City of Atlanta: • 452011 million with average engagement rate of 9.3% • Occupancy up 13.4% or 2.2% annualized
• Promoted +11 YouTube videos (~2 min each) PLACE IMAGE HERE
• 465,787up views (875,000 campaign total to date) • REVPAR 41.5% or 6.9% annualized
•
• 51% VCR (Video completion rate – 30sec) vs. 23% ind. std. • 30% of users viewed or to 100% Demand up 15.8% 2.6%completion annualized
• Promoted award-winning 3-min 360 VR scripted video • +1 million views on Facebook
* Metro market share of demand in top 25 Research showedup the5.6% I AM or ATL videos positively.9% changed the destinations approximately perception of “Atlanta is a creative city” amongst 68% of annualized 1,800 surveyed people
DEVELOPED NEW CAMPAIGN CONCEPT •Continued Hired localpositive creative momentum agency CHEMISTRY to develop with visitor metricsa campaign build on I AM ATL / Atlanta IS from 2011 concept in City oftoAtlanta: • Placed “On A Different Level” in quantitative research
• Occupancy up 13.4% ormedia 2.2%markets annualized • 449 respondents in target (Chicago, D.C., LA , NYC..)
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• Had visited / never visited / unlikely to visit breakouts REVPAR up 41.5% or 6.9% annualized • Creative Class / non-creative class breakouts
•• Among travelers “unlikely to visit Atlanta” in next 3 years Demand up 15.8% or 2.6% annualized • 57.4% “much more likely” or “slightly more likely” to visit after viewing the ads tested
• Among travelers who don’t think Atlanta is exciting
* Metro share ofordemand in top 25to visit after • 53.4%market “much more likely” “slightly more likely” viewing the ads destinations uptested 5.6% or approximately .9% • 78% of respondents find the creative very annualized authentic/authentic
ON A DIFFERENT LEVEL
FACEBOOK CANVAS AD RESEARCH CREATIVE
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ON A DIFFERENT LEVEL
INSTAGRAM STORY RESEARCH CREATIVE
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ON A DIFFERENT LEVEL ACTUAL MEDIA PERFORMANCE • Social (Facebook & Instagram)
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• Impressions: • Engagements: • Engagement rate:
1,041,774 118,442 11% vs 9% I AM ATL
• Digital • Impressions: • Video Completion Rate: • 100% completed views:
403,272 73% vs 50% I AM ATL 50% vs 30% I AM ATL
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@christopherbw
PRESIDENT’S REPORT
WILLIAM PATE PRESIDENT & CEO
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OLD BUSINESS
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NEW BUSINESS
ADJOURN
CYCLORAMA EXCLUSIVE PLACE IMAGE HERE
SHEFFIELD HALE