WELCOME TO
MEMBER ORIENTATION
WELCOME ATLANTA CONVENTION & VISITORS BUREAU MEMBERSHIP TEAM Amy Patterson
Kim Jordan
Vice President, Business Development & Corporate Events
Manager, Events
Kolby Davis Andy Haskell
Manager, Membership Services
Account Executive
**Michelle Wilco AngeliquĂŠ Alvarez Coordinator, Membership, Corporate Events & Visitor Services
Digital Marketing Specialist, Marketing
UPCOMING EVENTS IN 2015 FMO Hands on Training – March 24, 2015 at ACVB Board Room Industry Briefing – March 25, 2015 at 200 Peachtree Special Events & Conference Center Topic: 15 Million Page Views and Counting: Atlanta.net and NEW AtlantaMeetings.com ACVB Annual Meeting – April 30, 2015 at Georgia World Congress Center Connect – May 20, 2015 at 755 Club at Turner Field (Braves vs Tampa Bay Rays)
Industry Briefing – October 14, 2015 at The Fox Theatre Topic: Atlanta’s Film & TV Industry Atlanta Hospitality Hall of Fame – November 18, 2015 at Georgia Aquarium
KEVIN EGAN EGAN TLC – TRANSPORTATION LOGISTICS CONSULTANTS
Membership Activities
KIM JORDAN MANAGER, Events
Member Introductions
RACHEL PEAVY DIRECTOR OF COMMUNICATIONS
Public Relations
ATLANTA’S GOT MOMENTUM 45M visitors in 2013 >30 percent increase in domestic visitation in the last five years. $13B in visitor spending annually More than $1.5 billion in new development Another $2.5 billion in development over the next five years
ATLANTA IN THE NEWS “15 Hottest American Cities
for 2015” – MSN Money “Hot Destination in 2015” – TravelSquire.com “Destination to watch in 2015” – Smarter Travel/Huffington Post
ATLANTA IN THE NEWS
TELLING ATLANTA’S STORY
1 2 3 4 5
ACT LIKE REPORTERS
• Research current travel trends • Communicate Atlanta’s “new news”
MAKE THE RESEARCH EASY
• Work with the media to put Atlanta at the forefront
LAY THE GROUNDWORK
• Position ACVB as an on-the-ground resource for the meeting industry • Position Atlanta as a top U.S. destination
CHANGE PERCEPTIONS
• Generate impactful news coverage • Give consumers and meeting attendees an “aha” moment
BUILD ATTENDANCE
• Promote attendance-building programs to show Atlanta as the city to do business with • Communicate the relevance of attending convention in Atlanta
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•
NEWS.ATLANTA.NET
NEWS CONTENT
MAXIMIZE YOUR MEMBERSHIP
1
BOOKMARK THE MEDIA ROOM
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• Stay updated on the stories we pitch about Atlanta • Download press releases from our press kit • Find research about Atlanta’s visitors
SEND US YOUR PRESS RELEASES
• Keep your organization top-of-mind when we pitch • ACVB newsletters, brochures and press releases
ENGAGE OUR TEAM
• Media work on lead times, so communicate with us early and often • Let us experience your product first hand at grand openings and special events •
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CONTACT US Rachel Peavy Director of Communications rpeavy@Atlanta.net Heather Kirksey PR Manager hkirksey@Atlanta.net Victoria Lightfoot PR Specialist vlightfoot@Atlanta.net News.Atlanta.net/media-contacts
MARK SUSSMAN DIRECTOR OF TRADE SHOW SALES
Sales
CONVENTION SALES UPDATE
ATLANTA AMONG TOP 10 Nightly Inventory 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Orlando New York Chicago Washington Los Angeles Atlanta Dallas Houston Phoenix San Diego
Source: STR December 2014
121,458 112,707 109,864 106,466 98,066 94,159 78,836 75,828 62,348 59,988
Nightly Demand 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Orlando New York Los Angeles Atlanta Washington Chicago Dallas Houston Phoenix Miami
92,391 76,607 70,200 60,598 55,528 54,963 51,340 49,272 43,898 41,390
MEETINGS, CONVENTIONS, TRADE SHOWS City-Wide Groups (>1500 peak) Booked as of February 28, 2015
Year
# of groups
Room Nights
2015
48
858,620
2016
44
828,256
In-House Groups (<1500 peak) Booked as of February 28, 2015
Year
# of groups
Room Nights
2015
466
339,593
2016
143
266,227
SALES TRAVEL
FACE-TO-FACE ACTIVITY Customer Contacts YTD â&#x20AC;&#x201C; 4th Quarter 2014 Trade Shows
Sales Trip Appointments Site Visits FAM's
2,509
(outbound) (outbound)
747
(inbound; one-on-one)
525
(inbound)
Update trips
1,489
282
(direct sales)
Totals
5,552
SALES & SERVICES DIVISION Tradeshows & National Accounts Eight team members led by Mark Sussman – City wide groups using 1201+ sleeping rooms peak (per night). Typically require meeting or exhibit space, which exceeds hotel capacity and utilizes Metro Area convention centers
National Sales & Small Meetings Seven team members led by Amy Clark – Hotel groups (1 – 2 hotels) using up to 1200 peak (per night). Occasionally works with accounts that require space at metro area convention centers. – Motor coach and tour operator requests for any size hotel space
Satellite offices
– Washington DC and Chicago
Convention Services Five team members led by Kristin Delahunt – Services groups greater than 250 sleeping rooms on peak. Provides detailed assistance to meeting planners in all areas of preparation to include city promotion, information gathering and linking to ACVB members and services.
KRISTIN DELAHUNT DIRECTOR, CONVENTION SERVICES
Convention Services
CONVENTION SERVICES TEAM MEMBERS Kristin Delahunt
Andrea McCullough
Monica Coleman
Jenna Bornschein
ACVB SERVICES STANDARD SERVICES Offered to all Conventions and Meetings 250 – 3,499 room nights on peak ENHANCED SERVICES Offered to Atlanta’s Top 35-40 Conventions 3,500 room nights or more on peak
PERSONALIZED ASSISTANCE Site inspections of hotels and off-site venues Assistance with overflow housing needs Distribute RFPâ&#x20AC;&#x2122;s to ACVB member suppliers on behalf of the meeting planner Assist with options for entertainment, attractions, cultural venues, tours, dining and shopping
ENHANCED SERVICES City Décor/Welcome Package – Airport, City, MARTA, Hotels Customized Marketing & Attendance Building Tools Pre-Show Promotion
Public Relations Assistance
BRANDON BARNES DIRECTOR, INTERNATIONAL TOURISM SALES
INTERNATIONAL TOURISM
Why Is International Business Important? International Visitors Spend 4-7 Times More than Domestic Visitors International Visitors Length of Trip is 2-5 Times Greater than Domestic Visitors Higher Participation Rates for Attractions, Car Rentals and Hotels
TOP INTERNATIONAL SOURCE MARKETS Top International Visitors Markets
1.
United Kingdom
2.
Germany
3.
China
4.
Brazil
5.
South Korea
6.
India
7.
Japan
8.
France
9.
Argentina
10.
Netherlands
GROWTH TRENDS TOP COUNTRIES TO ATLANTA, TOURISM ECONOMICS Tourism Economics provides forecasted volume levels for overseas visitors to Atlanta based on a variety of data including larger economic forecasts. As of December 2014, they expect Atlanta 2013 volume from China 47,000 to have doubled by the end of 2019. They likewise expect China to exceed Germany as our number #2 market in 2015. Also noteworthy, they estimate 2014 had a significant drop in Brazilian visitors, appearing to function like a correction over the dramatic growth in 2013.
VISITOR SPENDING IN ATLANTA
RHYTHMS OF THE SOUTH -
Three city alliance – Atlanta, Nashville, New Orleans Current focus – United Kingdom Website, sales programs, tradeshows
HOW TO GET INVOLVED Trade Shows - Sales Missions - FAM trips
LILY LEIVA DIRECTOR, DIGITAL MARKETING
MARKETING
MARKETING PROMOTE ATLANTA FOR MEETINGS AND TOURISM -
Web site and Mobile Social Media Print Publications Marketing Campaigns
NEW: ATLANTA.NET Highly targeted, relevant site for Atlanta travel -
350K - 400K visits per month 1.1 â&#x20AC;&#x201C; 1.4 million page views per month 55% Georgia audience, followed by Southeast 70% Search engine referrals 50% traffic from mobile devices Up to 20% click though rates on Ads
KEY FEATURES The new site aims to inspire Atlanta travel and help with trip planning. -
Responsive design Attractive, visual content CMS platform for â&#x20AC;&#x153;storytellingâ&#x20AC;? Revamped advertising program
ONE SITE, THREE DEVICES 1 - DESKTOP
2 - TABLET
3 - MOBILE
#1 TRAVEL, THINGS TO DO
50 FUN THINGS
CALENDAR OF EVENTS
EVENT PAGE
WHERE TO STAY
WHERE TO EAT - LISTINGS
MEMBER PAGE
ATL INSIDER BLOG
5 WAYS TO ACTIVATE GET & STAY ENGAGED WITH ACVB MARKETING
1 SHARE YOUR IMAGES
& CONTENT • The more we know, the more we can share • Engage with PR and Marketing • Keep your content relevant and up-to-date
1
SHARE YOUR IMAGES AND CONTENT
ACVB VISITOR PUBLICATIONS
ATLANTA.NET
ACVB GENERAL COLLATERAL
1
SHARE YOUR IMAGES AND CONTENT
ENEWSLETTERS
1
SHARE YOUR IMAGES AND CONTENT
SHERETHA BELL DIRECTOR, CONTENT & CREATIVE SBELL@ATLANTA.NET AND CONTENT@ATLANTA.NET
1 SHARE YOUR IMAGES
& CONTENT
2 MEMBER
OPTIMIZE
PAGE
• Engage PR and Marketing • Keep your content fresh, relevant and timely • The more we know, the more we can share – add us to your distribution and media lists!
• Current descriptions (SEO) • Images / Video • Link back to Atlanta.net
YOUR CONTENT’S JOURNEY
DIGITAL CHANNELS
ATLANTA.NET
YOUR BUSINESS
YOUR MEMBER PAGE
ACVB COLLATERAL & PUBLICATIONS
YOUR
Your Content CONTENT
ATLANTA.NET/FMO
3
ENGAGE IN CONVERSATION
• 115K eNews subscribers • 200K+ followers between FB, Twitter Foursquare, & Pinterest • Tag @DiscoverAtlanta
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ADVERTISE W/ ACVB
• Highly qualified traffic to site driven by SEO • Compelling offers in context deliver significant ROI
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CAMPAIGNS SUMMER, HALLOWEEN & HOLIDAYS
ATCOMM PUBLISHING ACVB PUBLICATIONS
ATCOMM Publishing Partnership Overview
ATCOMM is the official publisher of Atlanta Convention & Visitors Bureau.
A joint venture with Atlanta Business Chronicle & ACVB publishing partner for more than 27 years.
ATCOMM produces six print publications and represents advertising opportunities on Atlanta.net.
ACVB Print Consumer Publications The ACVBâ&#x20AC;&#x2122;s consumer publications are distributed via a network of sites, including official Atlanta Visitor Information Centers, hotels, attractions, shopping centers, the Georgia World Congress Center and in convention welcome packages.
Atlanta NOW Magazine
Peachtree Connects Guide
Market: Convention & Leisure Visitors 100,000 distributed per issue Publishes bi-monthly
Market: Visitors Staying in Buckhead/Midtown/Downtown 100,000 distributed annually Publishes every November
Atlanta Heritage & Family Reunion Guide Market: Multicultural Visitors and Family Reunions 150,000 distributed annually Publishes every May
Atlanta International Guide Market: International Visitors 75,000 distributed over 2-3 years Translated into six languages Publishes every two years
ACVB Print Industry Publications Industry publications serve two purposes. They are distributed directly by the ACVB via Familiarization (FAM) Trips, 1:1 Sales Meetings, Tradeshows and Update Atlanta presentations as a marketing piece for the city of Atlanta. Once the Planner has selected Atlanta as the destination for their group, these publications become their go-to resource.
Atlanta Meeting & Event Planner
Atlanta Tour Manual
Market: Meeting Planners 12,000 distributed annually Publishes every April
Market: Tour Operators & Travel Planners 10,000 distributed annually Publishes every October
Atlanta.net
New sizes and positioning are available on the newly re-designed Atlanta.net - weâ&#x20AC;&#x2122;ll be happy to create a custom campaign that fits your needs.
Atlanta.net
Weâ&#x20AC;&#x2122;ll work with you to develop a print + digital campaign that aligns with your goals and your budget. To learn more, contact us: Attractions, Arts & Culture, Events & Facilities, Transportation and Services
Restaurants, Caterers, Retailers and Sports
Lisa Werneck (404) 249-1031 lhwerneck@bizjournals.com
Jennifer Chanaberry (404) 249-1752 jchanaberry@bizjournals.com
Resorts, Hotels and Motels
Annice Parker (404) 249-1037 aparker@bizjournals.com
SHORT BREAK UP NEXT IS FOR MEMBERS ONLY (FMO) REVIEW
AMY PATTERSON VICE PRESIDENT, BUSINESS DEVELOPMENT AND CORPORATE EVENTS
FOR MEMBERS ONLY (FMO)
YOUR CONTENT’S JOURNEY
DIGITAL CHANNELS
ATLANTA.NET
YOUR BUSINESS
YOUR MEMBER PAGE
ACVB COLLATERAL & PUBLICATIONS
YOUR
Your Content CONTENT
ATLANTA.NET/FMO
MEMBER LISTINGS
Link to member page
MEMBER PAGE
Video and Image Gallery
Links
Member Atlanta.net Copy
MEMBER PAGE
THANK YOU!