ACVB EXECUTIVE COMMITTEE MEETING TUESDAY, MARCH 27, 2018 | 8:00 a.m. ACVB BOARD ROOM
CALL TO ORDER
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JOHN STEPHENSON CHAIR, BOARD & EXECUTIVE COMMITTEE
DESTINATION REPORT
MARK VAUGHAN PLACE IMAGE HERE
EVP, CSO
ATLANTA OCCUPANCY – February 2018 February 2018 YTD Occupancy ACVB Tax Revenue District
Hotels w/500+ rooms
Hotels within 1-mile radius of GWCC
Metro Atlanta
Source: STR
2017
2018
70.7%
73.1%
75.4%
76.6%
71.8%
74.5%
66.0%
66.0%
KEY SALES ACTIVITIES Through February, we are at 110% of our hotel room night goal and 129% of our lead goal
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Direct Sales Events ASAE Legislative Day Experient Envision Travel South Conference Direct Partner CBI Medical Final Four MPI SISO NTA ASAE XDP Sports Commissions
Washington, D.C. Detroit Miss. Gulf Coast Los Angeles Philadelphia San Antonio Kansas City Las Vegas Baltimore Washington, D.C. Minneapolis
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.
February 2018
Additional Rooms
Grand Total
41,660 207,728
2018 YTD
Additional Rooms
Grand Total
51,792
334,541
MAJOR GROUPS FOR FUTURE YEARS
MARKETING UPDATE
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ANDREW WILSON EVP/CMO
MARKETING GOALS Period
Destination Demand
Content Distribution
Brand Engagement
2017
105
99
112
Q4 Q3 Q2 Q1
103 108 104 106
89* 104 93 110
126** 105 102 148
* Negatively impacted by website page views (-20%) ** Driven by strong social engagement and improved ad performance on Atlanta.net
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
How to win in their ecosystem Google DMO Partnership Program
The Google travel ecosystem is extensive and interconnected. • Search • YouTube • Maps • Apps • Calendar • Bookings
The Google travel ecosystem is optimized to reduce external clicks • 40% of searches do not result in an external click (to a website)
DMO WEBSITES HARDER TO FIND Desktop
Mobile
BUSINESS WEBSITES SUFFER TOO Desktop
Mobile
THE ISSUE IS HUGE
GOOGLE DMO PARTNERSHIP
Atlanta CVB is one of the first DMOs in the world to participate in a program to improve how the destination appears within Google’s products.
GOOGLE DMO PARTNERSHIP ● Audit of Atlanta and its members and
points of interests across Google landscape ● Work plan for improvement ● Staff training for growing exposure ● Education for members: ● Webinar on March 7 ● Industry Briefing on March 21
WE HAVE SOME WORK TO DO
WE HAVE SOME WORK TO DO
LEGISLATIVE UPDATE
MARCUS MARGERUM PLACE IMAGE HERE
VP, GOVERNMENT AND COMMUNITY AFFAIRS
Georgia General Assembly •
School Start Date - HR 608 & SR 953
•
Bruch Bill / Mimosa Mandate - SB 17 ➢
•
Keep Faith in Adoption and Foster Care Act - SB 375 ➢
•
On the Governor’s Desk - Congratulations Karen!!!
Passed the Senate; Currently in the House Judiciary Committee
Key Dates To Remember ➢ ➢ ➢
Sine Die - March 29th General Primary – May 22nd General Election - November 6th
Atlanta City Council •
New Mayor and Seven New City Council Members
ACVB Partners
New GACVB Executive Director Jay Markwalter, TMP DMO industry for over 15 years Experience ➢ Lawrenceville GA Tourism & Trade Association ➢ Dahlonega-Lumpkin County Chamber & Visitors Bureau ➢ Augusta Convention & Visitors Bureau Affiliations ➢ Georgia Society of Association Executives – Member ➢ Travel Marketing Professional (TMP) ➢ GACVB Leadership Excellence Certification (LEC)
➢ Graduate of Leadership Georgia ➢ GACVB board since 2013, most recently as the organization's President ➢ Georgia Tourism Foundation Board Member
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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