ACVB BOARD OF DIRECTORS MEETING WEDNESDAY, SEPTEMBER 27, 2017 | 8:00 a.m. ATLANTA HISTORY CENTER
CALL TO ORDER
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CHRIS COAN CHAIR, BOARD & EXECUTIVE COMMITTEE
WELCOME
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SHEFFIELD HALE PRESIDENT & CEO ATLANTA HISTORY CENTER
DESTINATION REPORT
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MARK VAUGHAN EVP/CSO
ATLANTA OCCUPANCY – AUGUST 2017
August 2017 YTD Occupancy
2016
2017
ACVB Tax Revenue District
75.4%
73.1%
Hotels w/500+ rooms
78.1%
76.7%
Hotels within 1-mile radius of GWCC
75.2%
73.5%
Metro Atlanta
71.3%
71.0%
KEY SALES ACTIVITIES Through August, we are 85% of our room night goal and 111% of our lead goal
Direct Sales Events
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U.S-China Tourism Leadership Summit
Atlanta
•
ASAE Leadership Meeting
Atlanta
•
GAMPI Fall Classic
Atlanta
•
IMEX
Las Vegas
•
American Express
Orlando
•
Rejuvenate
Cincinnati
•
Natl. Coalition-Black Mtg. Planners
Oakland
•
Holiday Showcase
Chicago
•
IAEE
San Antonio
DEMAND SHARE TOP 25 MARKETS LUXURY & UPPER UPSCALE
MONTHLY
YTD*
BOOKINGS August 2017
Green Up = 10% above average Orange Equals = Within 10% +/- of average Red Down = 10% below average
Note: These numbers differ slightly from the Productivity Report due changes in room blocks and distribution of booking credit.
Additional Rooms
Grand Total
4,954 164,402
2017 YTD 2017 YTD
Additional Rooms
Grand Total
66,531 896,514
MAJOR GROUPS FOR FUTURE YEARS
FINANCIAL UPDATE
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GREGORY PIERCE EVP/CAO/CFO
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MARKETING UPDATE
ANDREW WILSON EVP/CMO
MARKETING GOALS REDEFINED •
Old goals focused primarily on web traffic • Historically a good proxy for visitation
•
Added Engagement Index • Social Media • Newsletters • Interactions with website (member referrals, ads)
•
What’s missing? • Content Distribution beyond web • Sales Support
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@christopherbw
MARKETING GOALS DESTINATION DEMAND Increase destination wide demand for group and transient leisure, and exceed meeting attendance expectations. Measures/KPIs as for Sales/CS
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CONTENT DISTRIBUTION Provide information (content) about the destination: dreamer/inspiration articles and videos, planning content such as insider guides, events, things to do. Measures/KPIs, both organic and paid BRAND ENGAGEMENT Promote advocacy (engagement) for the brand. Measures/KPIs, both organic and paid
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 Syndicated content [Quarterly/bi-annual impressions perception tracking study] Display ad 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
MARKETING GOALS Destination Demand
Content Distribution
Brand Engagement
Q1 106
Q1 113
Q1 148
Q2 104
Q2 97
Q2 102
YTD 105
YTD 111
YTD 114
“HELLO SUMMER” – S.E. REGIONAL CO-OP CAMPAIGN • 10 Partners • Promoted through Digital, Social, e-mail, Broadcast TV and Radio and Social Influencers • Total Impressions
34,564,758
Digital: 3,240,949 Social: 18,256,859 Broadcast: 13,066,950
• Total YouTube Views
• Total Clicks
100,048
63,879
“PASSPORT TO ATLANTA” – GROUP CAMPAIGN • March 31 – August 15 • Promoted through Digital (Display & Retargeting), Facebook and LinkedIn
• Total Impressions
2,757,823
• Total Clicks
20,457
• Total Leads
526
New to ACVB
287
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GEORGIA TECH ATHLETICS TODD STANSBURY DIRECTOR OF ATHLETICS GEORGIA TECH ATHLETIC ASSOCIATION
DEVELOPMENT AROUND GSU STADIUM
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SCOTT TAYLOR PRESIDENT & CEO CARTER USA
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@christopherbw
PRESIDENT’S REPORT
WILLIAM PATE PRESIDENT & CEO
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OLD BUSINESS
GREGORY PIERCE
ADJOURN