Vision 2020 FIVE-YEAR STRATEGIC PLAN
ACVB MISSION To sell and market metro Atlanta and Georgia globally as the premier conventions, meetings and tourism destination in the regional, national and international marketplace and favorably impact the Atlanta economy through conventions and tourism
ACVB VISION To be the most hospitable convention city in the U.S. that is the easiest with which to do business
VISION 2020 FIVE-YEAR STRATEGIC PLAN OVERALL OBJECTIVE PLACE IMAGE HERE
While continuing objective to reach a minimum
925,000 room nights for meetings greater than 2,500 on peak, also maintain a minimum of
20 citywide bookings in each year of 5,000 room nights and greater on peak
VISION 2020 FIVE-YEAR STRATEGIC PLAN
STRATEGIC PRIORITIES Targeted focus to optimize the city by increasing meetings booked with room nights between 2,500 and 5,000 on peak which will add 50,000 room nights per year
Execute plan for increased member engagement
Shift processes and technologies to deliver to consumers, meeting planners and stakeholders inspiring, engaging and compelling destination content when, where, and how they want it
Continue emphasis on growth of visitation from Europe and Latin America and dramatically increase our focus on China, doubling visitation by Chinese visitors to 100,000 annually
VISION 2020 FIVE-YEAR STRATEGIC PLAN Strategic Priorities
OVERALL OBJECTIVE
Targeted focus to optimize the city by increasing meetings with room nights between 2,500 and 5,000 on peak which will add 50,000 room nights per year
While continuing objective to reach a minimum
925,000 room nights for meetings greater than 2,500 on peak, also maintain a minimum of
20 citywide bookings in each year of 5,000 room nights and greater on peak
Key Initiatives • • •
•
Execute plan to increase member engagement
Shift processes and technologies to deliver to consumers, meeting planners, and stakeholders inspiring, engaging and compelling destination content when, where, and how they want it
•
• • • • •
Continue emphasis on growth of visitation from Europe and Latin America and dramatically increase our focus on China, doubling visitation by Chinese visitors to 100,000 annually
• • •
Align ACVB sales process with GWCC revenue management strategy Target Atlanta Updates and key sales initiatives toward groups of 2,500 to 5,000 room nights on peak Identify strategic partners that influence conventions in order to optimize GWCC and fill gaps in hotel room demand
Fully define member engagement around mutually beneficial relationships, program involvement across ACVB functional areas and member satisfaction Increase engagement and measure against benchmarks through ongoing programs and initiatives
Re-evaluate target audiences and their content needs and organize accordingly Redesign (and potentially reposition) existing websites, with objective to be more automated for content personalization and agile to layout changes Develop new video and photography rich digital channels to inspire travelers in the "dreamer" phase Establish strategic partnerships with content creators Continue the successful international marketing alliance of Atlanta, Nashville and New Orleans (Rhythms of the South) by expanding target markets and furthering our consumer and trade outreach Invest in Chinese in-language marketing and sales assets and dedicated native language support as needed Invite key Chinese travel trade to visit Atlanta and investigate hosting targeted industry events that focus on the Chinese market Continue work with Brand USA
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2020 BUSINESS AND FINANCIAL PLAN GEORGIA WORLD CONGRESS CENTER DOCUMENT
2019 HIGHLIGHTS WHERE WE HAVE COME
Continued positive momentum with visitor metrics from prior 10 years in City of Atlanta: • Occupancy up 31.4% or 3.1% annualized PLACE IMAGE HERE
• RevPAR up 75.6% or 7.6% annualized • Demand up 69.4% or 6.9% annualized
* Metro market share of demand in top 25 destinations up 3.3% or approximately .33% annualized
2019 HIGHLIGHTS WHERE WE HAVE COME
Five-year trade show sales productivity • Total 2019 trade show room nights booked up 25% or 5% annualized
2019 HIGHLIGHTS 2018 Actual 1,595,282
Total room nights
Goal 1,608,500
Projected 1,583,500
% of Goal 98.4%
Citywide room nights
1,250,000
1,225,000
98.0%
1,240,456
925,000
960,000
103.8%
1,009,726
20
28
140.0%
20
6,196
5,750
92.8%
5,644
Room nights 2,500+ peak
Number of major citywides > 5,000 peak nights 3-year running average Leads Total number of leads Number of citywide leads Attendance goal for major citywides
736
741
100.7%
719
100%
102%
102.0%
102.0%
2019 HIGHLIGHTS • Continued leadership positions with PCMA, IAEE, ASAE, GAMPI and Destinations International
• Promoted awareness of GWCCA expansion among current and new customers • Expanded Rhythms Of The South partnership with Travel South Partnership Program • Hosted 30 customers for Super Bowl LIII • Received several industry trade publication awards • Maintained top five ranking among meetings destinations (No. 4) • Restructured sales programs and supported 58 events • Hosted 500 meeting and convention site visits
• Secured one additional group to a long-term contract • Hosted a successful Conference Direct annual meeting • Secured three industry events for future years • Maintained positive convention eight-year booking pace • Positive progress booking the GWCC expansion with two additional bookings
2019 HIGHLIGHTS • Achieved 96 million social media impressions (YTD) and 5.1 million engagements (YTD) • Executed two successful campaigns focused on supporting citywide (awareness building) and in-house (lead generation) sales efforts – 284 in-house leads YTD • Continued enhancements of 360ATL virtual tour including ongoing updates to GWCC virtual tour and its stand-alone GWCC360 web platform • Supported ASAE and IAEE with debut of immersive and high-impact trade show booth including virtual tours and GWCCA new developments video loop • Premiered two new Music Voyager Atlanta episodes V and VI, syndicated on four continents
• Expanded I AM ATL consumer campaign with blogs, videos and social specific content distributed on Atlanta.net, YouTube, Facebook and Instagram • Generated 44,568,294 impressions through social, SE radio and digital paid and promotional media schedules, promoting family summer travel to Atlanta
2019 KEY MARKETING HIGHLIGHTS QUALIFIED SALES LEADS THROUGH CAMPAIGNS YTD ‒
284 in-house leads
SOCIAL MEDIA
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96.6 million impressions
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5.1 million engagements
WEBSITE TRAFFIC ‒
4.5 million sessions
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8.5 million page views
DISCOVER ATLANTA APP ‒
916,103 app page views
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5,000 monthly active users
YOUTUBE VIDEO VIEWS ‒
744,000 views
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2019 GROUP MARKETING HIGHLIGHTS. RESULTS. CREATIVE.
@christopherbw
CONVENTION TRADE SHOWS ASAE XDP – Washington, D.C., April 11-12, 2019 ASAE Annual Meeting & Expo – Columbus, OH, August 10–13, 2019 • PLACE IMAGE HERE
Booth design at key trade shows focusing on GWCCA new developments
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Interactive virtual tour of Atlanta including GWCC virtual tour
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GWCCA new developments video loop featuring updated visuals of new GWCC expansion and other significant campus enhancements
@christopherbw
2019 CONVENTION TRADE SHOW BOOTH
GWCCA NEW DEVELOPMENTS VIDEO LOOP
GWCCA 360 / VIRTUAL TOUR Comprehensive, high resolution virtual tour of GWCC added to the AtlantaMeetings.com VR platform; also featured on gwcca.org
2019 UPDATE & UPNEXT PRESENTATIONS
2019 BID BOOKS
2019 ATLANTAMEETINGS.COM
2019 ADVERTISING – ATLANTA IS CAMPAIGN
2019 ADVERTISING – ADVERTORIALS
2019 PR PLACEMENTS
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2019 CONSUMER MARKETS HIGHLIGHTS. RESULTS. CREATIVE.
I AM ATL + MUSIC VOYAGER
PRODUCED MUSIC VOYAGER 2019 - SIX EPISODES IN WORLDWIDE SYNDICATION ‒
‒
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Reach of more than two billion on five continents with episodes on repeat broadcast
Showcased during SXSW and Atlanta Film Festival
TWO NEW EPISODES PRODUCED FOR 2018/19 SEASON ‒
Aired on Public Broadcasting Service (PBS) nationally in 2019 and internationally in November 2018
10 NEW VIDEO SHORTS – LOCAL’S GUIDE TO ATLANTA ‒
Added to YouTube channel/playlist and foundation for I AM ATL campaign, bringing total to 26 video shorts
EXPANDED I AM ATL CAMPAIGN VIDEO SHORTS
26 video shorts promoted on YouTube
415,432 views
MEDIA
10,289,840 impressions 1,062,446 engagements
BLOG
26 long-form posts promoted on social and on Atlanta.net/IAMATL
I AM ATL LOCAL’S GUIDES – YOUTUBE
ACTIVATIONS
ENHANCED MARKETING SUPPORT ATLANTA FILM FESTIVAL Multi-year partner: Atlanta premiere of Music Voyager episodes and media program
ATLANTA JAZZ FESTIVAL Social, print media and street pole banners
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ATLANTA PRIDE FESTIVAL Festival activation, booth sponsorship and media program A3C FESTIVAL & CONFERENCE Social media program and welcome signage (street pole banners + digital)
BRONZELENS FILM FESTIVAL Founder, sponsor and media program
ELEVATE @christopherbw
Social media program and street pole banners
2019 SUMMER CO-OP CAMPAIGN
Target audience: Families in Southeast drive markets* Results: 44,568,294 impressions (digital & SE radio) 337,700 engagements (social) *(Birmingham, Charlotte, Nashville, Jacksonville Greenville/Spartanburg/Asheville++)
2019 BUCKHEAD ADVERTISING
WECHAT PROGRAMS (CHINA CAMPAIGN) Launched Atlanta WeChat and grew Rhythms of the South WeChat followers 1266% (YTD)
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2020 BUSINESS PLAN
2020 GOALS • Increase room night bookings and maintain positive booking pace • Room nights: • Book 1,250,000 trade show sales room nights • Book 358,000 in-house room nights • Three-year average of major citywide conventions booked/events (5,000 peak nights and above) to continue at 20 • 925,000 room nights booked for 2,500 on peak and above • Leads to increase by 2% over year-end actual • Achieve 100 percent attendance goal for major citywide conventions • Increase visibility of Atlanta as one of the top U.S. meeting and travel destinations • Establish ACVB content distribution channels as the premier marketing platform for the Atlanta hospitality industry • Continue to position ACVB as an industry expert nationally and as the singular voice of hospitality in Atlanta
INCREASE ROOM NIGHT BOOKINGS AND MAINTAIN A POSITIVE BOOKING PACE New or significant ramp up in focus • Expand GWCC expansion efforts by hosting: • Large Show Roundtable • IAEE board of directors
• Expand new high-impact trade show booth for ASAE and IAEE • Expand Rhythms Of The South partnership to include Travel South Global Partnership Program, extending our reach in seven international markets • Maximize Final Four exposure and experience by hosting major accounts for the weekend • Host Southeastern Conference Football Media Days • Finalize agreement to host ASAE annual meeting in 2023 • Engage in discussions with ASAE to continue current strategic partnership agreement Continue or enhance focus from prior year • Expand opportunities within the emerging independent show organizer (for-profit) market • Revamp sales programs to maximize exposure • Continue quarterly in-market sales calls • Further optimize in-house sales efforts and small meetings • Redevelop major customer engagement strategy with key accounts • Enhance partnership with international regional marketing efforts
INCREASE ROOM NIGHT BOOKINGS AND MAINTAIN A POSITIVE BOOKING PACE Continue or enhance focus from prior year • Continue direct sales focus on expanded GWCC convention center space • Host sales missions in Washington, D.C. and Chicago • Attend one major prospect’s event per quarter • Continue quarterly regional sales calls by each manager • Identify trade shows not considering Atlanta and attend their convention • Continue efforts on major trade shows that show strong attendance in Atlanta • Host 20 FAM trips for international tour operators • Participate in 57 industry events and trade shows to highlight Atlanta as a premier meeting and convention destination • Enhance our partnership with the major third-party partners and monitor production quarterly • Continue to optimize Atlanta’s destination advertising campaign targeted to meeting planners to achieve maximum reach and impact
ACHIEVE 100% ATTENDANCE GOAL FOR MAJOR CITYWIDE CONVENTIONS New or significant ramp up in focus
• Market Atlanta at 13 future convention pre-shows in preparation for their 2021 convention in Atlanta • Redesign pre-show promotion package to include additional destination marketing assets and optimize Atlanta exposure opportunities • Target citywide conventions for public relations proactive outreach and supply Atlanta content to industry trade media; host client media FAMs • Employ use of new planner’s timeline email templates to communicate CVB services and attendance building tools consistently/frequently with meeting planners • Host local customer Update-style event with a focus on new developments and destination marketing tools • Target major citywide conventions for conference registration/badge pick-up service in airport arrivals terminals • Create new Atlanta sustainable meetings toolkit and handbook as additional services resource for meeting planners • Re-imagine ACVB promotional items and customer gift giving options to align with brand and messaging
ACHIEVE 100% ATTENDANCE GOAL FOR MAJOR CITYWIDE CONVENTIONS Continue or enhance focus from prior year • Collaborate with local organizing committees in key support roles for NCAA Men’s Final Four • Continue scalable and responsive mini-sites and apps for all ACVB convention/meeting clients • Ensure ACVB services and resources are aligned with client's goals and objectives • Participate in event services educational resources/webinars to learn best practices and new ideas in attendance-building efforts from external organizations and cities, via CS membership • Target attendees with destination content through all digital channels • Explore how to increase international meeting attendance • Continue to plan/host UpNext Atlanta in Washington, D.C. in 2020 • Leverage relationships with GDEcD and Metro Atlanta Chamber to connect customers to additional resources for programming and attendance building in the region
INCREASE VISIBILITY OF ATLANTA AS ONE OF THE TOP U.S. MEETING AND TRAVEL DESTINATIONS New or significant ramp up in focus • Develop brand campaign targeting leisure and meetings markets with emphasis on culinary • Leverage media spotlight of major sporting events (Final Four) to extend brand message and audience • Establish strategic partnerships with community and members Continue or enhance focus from prior year • Provide Sales/CS online tools to leverage 360ATL content, supporting site visits/FAMs and trade shows • Evolve the meeting planner messaging to promote GWCCA campus developments • Continue meeting planner-oriented editorial strategy with relevant monthly industry-focused articles • Maximize regional partnerships/alliances focusing on international visitation • Leverage I AM ATL videos and stories to reach target audiences and change perceptions about Atlanta • Continue to provide sales, CS and international tourism with best-in-class collateral and tools • Expand content partnership approach with EventSphere to other housing companies • Leverage new and emerging product, existing assets, industry research and current news to drive continuous editorial destination coverage • Continue to refresh and refine seasonal and leisure co-op campaigns • Refresh content strategy to reach target audiences through multiple channels
ESTABLISH ACVB CONTENT DISTRIBUTION CHANNELS AS THE PREMIER MARKETING PLATFORM FOR THE ATLANTA HOSPITALITY INDUSTRY New or significant ramp up in focus • Redesign and reposition websites • Develop new video and photography-rich digital channels • Re-evaluate content strategy, content marketing strategy, target audiences and their content needs • Create new videos and strong visuals Continue or enhance focus from prior year • Collaborate with sales and convention services teams to leverage collateral and digital resources • Continue to expand 360ATL virtual tour assets and refresh for new developments • Define publisher business model to accommodate ACVB's multi-channel strategy • Customize, personalize and automate email marketing to maximize user engagement and increase subscribers • Optimize ad model to provide additional revenue opportunities
POSITION ACVB AS AN INDUSTRY EXPERT NATIONALLY AND AS THE SINGULAR VOICE OF HOSPITALITY IN ATLANTA New or significant ramp up in focus
• Ramp up focus on all legislation which could impact our industry • Provide Membership with enhanced selling tools • Maximize use of company-wide CRM software Continue or enhance focus from prior year
• Continue focus on senior leadership alignment against industry priorities and initiatives • Engage public and private sector by serving on boards, participating in speaking engagements and utilizing Atlanta executives in ACVB sales efforts • Expand photography and video assets to support media coverage of NCAA Men’s Final Four • Maintain relationships with city and state administrations • Maintain leadership positions on hospitality industry boards • Support employee involvement in volunteer roles for major citywide events • Highlight industry expertise through guest columns and editorials • Position executives as experts for panels • Continue to serve on Atlanta Arts & Entertainment Council • Continue to represent ACVB at Interagency Law Enforcement monthly meetings
2020 FINANCIAL PLAN
2020 FINANCIAL PLAN NARRATIVE •
We are projecting hotel room revenue in City of Atlanta to be down 1% from 2019 projected year end results. However, when normalizing 2019 for a year without Super Bowl hotel tax will be up 5% in 2020.
•
We are budgeting an increase in payroll and related expenses of 5%. This is due to normal increases in both compensation and employee benefits.
•
Operating expenses and expenses related to capital assets will increase primarily due to increased depreciation expense.
•
Direct promotional expenses will be relatively flat.
2020 SUMMARY BUDGET
Total revenue Total expense Excess(deficiency)
2020 Budget 2019 Forecast $ 36,514,921 $ 36,834,516 35,952,672 36,189,241 $ 562,249 $ 645,275
TOTAL PUBLIC SECTOR REVENUE
Hotel tax - City of Atlanta Hotel tax - Fulton County Atlanta Convention Marketing Fund - 80% Atlanta Convention Marketing Fund - 20% Total Public Sector Revenue
2020 Budget 2019 Forecast $ 16,750,000 $ 17,000,529 8,507,937 8,635,189 2,126,984 2,158,797 $ 27,384,921 $ 27,794,515
TOTAL PRIVATE SECTOR REVENUE Annual meeting/HHOF Contributed services Co-op cash support Grants/sponsorships Internet revenue Membership dues Membership services Other revenue Publication ad revenue Total private sector revenue
2020 Budget 2019 Forecast $ 235,000 $ 235,000 5,265,000 5,000,000 725,000 675,000 85,000 85,000 1,425,000 1,418,000 18,000 17,000 277,000 475,000 1,100,000 1,135,000 $ 9,130,000 $ 9,040,000
TOTAL EXPENSE
Direct promotional expense Expense against capital assets Other operating expense Payroll and related expense Transfer to ACMF reserve Total expense
2020 Budget 2019 Forecast $ 13,621,677 $ 14,589,052 2,245,474 1,975,000 994,573 915,000 10,583,011 10,075,000 8,507,937 8,635,189 $ 35,952,672 $ 36,189,241
TOTAL BUDGET BY CORPORATE ENTITY
Atlanta Convention & Visitors Bureau, Inc. ACVB Enterprises, LTD ACVB Foundation, Inc.
2020 Revenue 2020 Expense $ 33,827,921 $ 33,375,226 1,185,000 1,077,446 1,502,000 1,500,000 $ 36,514,921 $ 35,952,672