Experience Columbia SC Annual Report 2017-18

FISCAL YEAR 2017-2018 ANNUAL REPORT

M I S S I O N S TAT E M E N T S Experience Columbia SC – Authority The Experience Columbia SC – Authority's mission is to strengthen the area’s economy by promoting tourism in the region through active recruitment of new meetings, conventions, leisure travel and sporting events and by enhancing existing tourism through exceptional customer service.

Experience Columbia SC – Destination Marketing Organization The mission of the Experience Columbia SC – DMO is to strengthen the area’s economy by marketing and selling the region, its accommodations, meeting facilities, restaurants, facilities and attractions as a premier destination for meetings, conventions, tradeshows, special events and leisure travel and by working cooperatively with the hospitality community providing informative materials and assistive services that enhance and promote the desired image of the metropolitan area.

Columbia Metropolitan Convention Center The mission of the Columbia Metropolitan Convention Center is to provide a first-class venue offering superior operations management and state-of-the-science amenities for the successful coordination of meetings, conventions, tradeshows, entertainment and other special events utilizing the facility; enhancing the economic viability and image of the area.

Experience Columbia SC Sports The mission of the Experience Columbia SC Sports is to strengthen the area’s economy by marketing and selling the region as a premier destination for sporting events, partnering with local sports organizations to grow and develop existing events, and by recruiting new events which provide an economic benefit to the region by generating room nights, food and beverage sales and associated tax revenues.

We want the whole world to know what makes Columbia SC so great. Think of us as the biggest cheerleader for the heart of South Carolina.

THE COLUMBIA REGION WELCOMES

14.7

MILLION VISITORS ANNUALLY

INCLUDING 5.5 MILLION OVERNIGHT

MAKING TOURISM A

2.1

BILLION DOLLAR

INDUSTRY FOR THIS COMMUNITY

21,000 JOBS SUPPORTED

GENERATING NEARLY

$107 MILLION IN STATE & LOCAL TAXES

Figures based on a report by Tourism Economics produced every other year.

Dear Partners and Stakeholders, What a year we had in FY2017-18! From a once-in-a-lifetime opportunity promoting our community as a premiere destination during a total solar eclipse to growing our newly refreshed brand, we have been busy at Experience Columbia SC. The Columbia Metropolitan Convention Center generated a record-breaking $1.3 million in contracted room revenue and welcomed over 300,000 attendees to the building in FY 17-18. Groups like the SC Green Industry Association, SC Music Educators Association, Southern Gas Association and many others brought multi-day events to the building with significant room night impact into the region. Sustainability continues to be a priority for the building with 13,000 lbs of cardboard recycled and over 34,000 lbs of food waste composted, resulting in over 34% of waste diverted from landfills.

On the Experience Columbia SC Sports front, $8.4 million in economic impact was generated from sporting events hosted, with 45 events booked across the region (which resulted in 124,791 sports attendees!). The ECSC Sports staff are filling the funnel for future business and attended seven tradeshows met with 145 sports events owners face to face. The team is also busy preparing the community to host the Men’s NCAA Basketball Tournament first and second rounds, which was booked last year and is coming up in March 2019.

The Experience Columbia SC CVB/DMO team contracted 119 events, resulting in 225,022 attendees, generating over $23 million in economic impact for the region from meetings and conventions. Groups like the South Carolina State Firefighters’ Association, Miss South Carolina Pageant and International Association of Structural Movers were among the groups with significant hotel room nights and impact throughout region.

Our marketing department launched three television commercials, which aired nationally on networks from Travel Channel to Food Network, generated millions of advertising impressions from our highly visible digital billboard campaign, and revamped websites for Experience Columbia SC, Experience Columbia SC Sports and The Columbia Metropolitan Convention Center. Our team hosted travel writers and social media influencers, and garnered media attention in publications such as Budget Travel, Food National Geographic Traveler, Food & Wine and The Atlanta Journal & Constitution. We also revamped our visitors guide, The Insider’s Guide, with fresh new photography, an expanded size and a magazine-like feel.

Overall, collaboration with community leaders and partnership on projects that improve our community as a destination for visitors continues to be a focus for our team. Our involvement in long-term projects such as relocating our Columbia SC Visitors Center to a location with heavy foot traffic and premium visibility to updating Columbia’s vehicular wayfinding system and adding pedestrian kiosks to our districts ensures that the visitor experience is top-of-mind as we build and grow our destination.

We look forward to continuing to build and promote a destination that makes residents proud and visitors want to return again and again.

In Partnership,

Bill Ellen

CONTENTS Experience Columbia SC - DMO

7

Columbia Metropolitan Convention Center

9

Experience Columbia SC Sports

11

Experience Columbia SC Marketing

13

Experience Columbia SC Media Relations

15

Experience Columbia SC DMO team

ECSC at Fireflies Game

Celebrating our cab drivers with free boxed lunch

Tradeshow Booth at MPI in Charlotte

Connect Faith Tradeshow in Cincinnati

Cvent Tradeshow in Las Vegas

EXPERIENCE COLUMBIA SC DMO

181

ExperienceColumbiaSC.com

EVENTS SERVICED

56

NEW LOCAL

PARTNERS

TOP 10

STATES SEEKING COLUMBIA, SC INFORMATION

160,000 DISTRIBUTED

VISITOR GUIDES

226

POTENTIAL LEADS

119

H OT E L PE RFORMAN CE City of Columbia, Richland & Lexington Counties

CONTRACTED

EVENTS

RESULTING 225,022 FUTURE ATTENDEES

SC FL NC GA OH

65.3%

Fiscal Year Occupancy

PA NY TX IL CA

$

91.13

Average Daily Rate

$

59.70

Revenue Per Available Room

Over 23 MILLION DOLLARS

IN ECONOMIC IMPACT

From DMO Meetings & Conventions

KEY EVENTS MEETING NAME

LENGTH

ATTENDEES

ROOM NIGHTS

South Carolina State Firefighters’ Association*

7 days

6,000

1,590

United Sporting Companies Ellet Brothers/JSC

8 days

800

1,572

Miss South Carolina Scholarship Organization

10 days

2,000

1,111

Softdocs*

4 days

225

750

International Assocation of Structural Movers

4 days

400

546

*Hosted at Columbia Metropolitan Convention Center

7

Lexington Medical Center Foundation 2018 McDaniels Annual Golf Classic

CMCC Hydroponic Herb Tower

Farm-to-Table Dinner in the CMCC Garden

113th Annual Fire Rescue Conference

COLUMBIA METROPOLITAN CONVENTION CENTER

CONTRACTED ROOM REVENUE

300,000

$1,280,250

600,000

0

$1,059,370

$953,166

900,000

$1,277,644

1,200,000

$1,310,438

1,500,000

ColumbiaConventionCenter.com

300,000 Over ATTENDEES THIS FISCAL YEAR

FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 17-18

Social/Wedding Social/Wedding

Non-proямБt/Religious

12% Hobby/Sports Fraternal

7% 7

Government

%

3%

Non-Profit/Religious

Corporate

27%

EVENTS PER MARKET SEGMENT

15%

Hobby/Sports Fraternal

15%

360 EV EN TS HELD

37,891 AFFI LI ATE D HOTEL R OO MS

Government/Military

Association Education

14% Education

Association/Non-profit Corporate

KEY EVENTS HELD MEETING NAME

LENGTH ATTENDEES

ROOM NIGHTS

FLW Forrest Wood Cup

7 days

68,350 attendees

1,500

SC Science Council

3 days

600 attendees

400

Banzaicon

4 days

1,500 attendees

280

SC Green Industry Association

5 days

1,800 attendees

850

SC Music Educators Association

3 days

800 attendees

800

Southern Gas Association

5 days

950 attendees

450

SUSTAINABILITY HIGHLIGHTS

100%

LED LIGHTING IN BUILDING

67%

ENERGY REDUCTION

34.1%

WASTE DIVERTED FROM LANDFILLS

Over 34,000 lbs.

COMPOSTED FOOD WASTE

9

Spirit Communications Park

Williams-Brice Stadium

COLUMBIA SC WELCOMES NCAA IN MARCH 2019 Cobblestone Park

Cregger Track

In March 2019 Columbia SC will host the Men’s NCAA Basketball Tournament first sand second rounds.

Experience Columbia SC Sports began hosting monthly community engagement meetings to prepare local partners and hospitality businesses for this milestone event.

Find out more at basketball.columbiascsports.com

Carolina Softball Stadium at Beckham Field

124,791

SPORTS EVENTS ATTENDEES

EXPERIENCE COLUMBIA SC SPORTS ColumbiaSCSports.com

Over 8.4 MILLION DOLLARS FROM 45 EVENTS HOSTED

18 7 print 3 radio

MEDIA APPEARANCES

2 TV 6 in-person

145

FACE-TO-FACE APPOINTMENTS

7

TRADE SHOWS ATTENDED

WITH SPORTS EVENTS OWNERS

KEY CONFERENCES ATTENDED

IN ECONOMIC IMPACT From Sports Events Hosted

45 20

SPORTS EVENTS

BOOKED ACROSS THE REGION

NEW EVENTS

BOOKED ACROSS THE REGION

OVER 5,000

CONTRACTED ROOMS

Experience Columbia SC Sports and Saluda Shoals Park voted as a top eight Soccer and Lacrosse Destinations and Venues in Sports Events Magazine.

MONTH

EVENT

April

NASC Symposium

September

S.P.O.R.T.S. The Relationship Conference

September

Connect Sports

Community Engagement."

October

4S Summit

November

TEAMS Conference

Sports Events Magazine’s #9 Outdoor

December

US Sports Conference

December

US Rowing Annual Convention

Sports Destination Management’s 2018 Reader’s Choice Award for "Favorite Destination for

Adventure Sports Spot.

11

BRAND SUCCESS With a year under its belt in 2018, the Columbia SC brand saw significant success. We conducted a survey and found that 60.3% of regional leisure travelers were more likely to visit Columbia SC in the next 12 months after seeing our advertising. It’s working, y’all.

INFLUENCER MARKETING We partnered with travel influencers such as Local Adventurer, Jennifer Chase and Lauren Carnes to tell the Columbia SC story through travel blogs, social media, and top publications like Garden & Gun. This method of advertising provides an authentic look at our destination and creates a sense of inspiration for potential visitors.

ADVERTISEMENT

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2

3 5

4

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LOW-KEY FOOD CITY OF THE SOUTH Garden & Gun follows Georgia photographer and food lover Lauren Carnes on a culinary road trip through Columbia, South Carolina From passion-project coffee to steaks with a view to waffle cones made with local eggs, there are more delicious reasons than ever to visit Columbia, South Carolina.

Start the day off right with a Cubano or a Lavender Latte from Indah Coffee Company. After years of selling coffee at Soda City Market on Saturdays, the Indah team opened a brick and mortar location in Cottontown in May. For lunch, head to Shandon, where Russell Jones's lauded Devine Street gem, Tallulah, delivers on garden-to-glass cocktails and a menu of ingredient-driven dishes that showcase his Washington, D.C.–honed culinary chops. The Jack Rose Dining Saloon alum returned to his hometown to contribute to its rising food scene, and counts local purveyors such as City Roots, South

Carolina’s first urban farm, as one of his go-to sources. And with good reason. Not only does the property keep Columbia chefs stocked with microgreens, assorted mushrooms, and bouquets of seasonal flowers, it also hosts a Thursday farmers' market featuring organic produce, food vendors, and live music.

Looking for an afternoon treat? Try the browned butter sea salt oatmeal chocolate chip cookie at Tallulah neighbor Silver Spoon Bake Shop. Then head to Five Points for an al fresco seasonal margarita at Publico Kitchen & Tap. Come dinnertime, the options are seemingly endless. The Oak Table serves up seriously prime steaks, plus a killer wine and tequila list (not to mention the best view of the statehouse in town). Nearby, Motor Supply Co. Bistro ranks supreme for mixologist Josh

Streetman’s bespoke cocktails (tell him your preferred spirit and flavors and he’ll customize a drink to match) paired with executive chef Wesley Fulmer’s harvest dishes. And for South Carolina’s signature whole-hog barbecue, try The War Mouth, where ingeniously high-lo sides, such as heirloom tomato salad with croutons and buttermilk string cheese, round out the meal.

End the night with a next-level ice cream cone at Sweet Cream Company, where a waffle batter base made from nearby WilMoore Farms eggs and Adluh flour is topped with sixteen small-batch flavors of ice cream and sorbet—from Blackberry Kale to Grapefruit Rosemary.

And then get some sleep. Tomorrow ’s another day, and there is plenty more where these meals came from.

1. Craft cocktails are a staple at Motor Supply Co. Bistro. 2. Farm-totable in full swing at Tallulah. 3. The Brie, jam, almond croissant at Silver Spoon Bake Shop. 4. Small-batch, handcrafted gourmet ice cream at Sweet Cream Company.

5. Fresh produce from City Roots' Thursday farmers' market.

6. Whole-hog barbecue plus all the fixin’s at The War Mouth.

Discover why South Carolina’s capital city is being hailed as The Real Southern Hot Spot by visiting ExperienceColumbiaSC.com

ExperienceColumbiaSC.com

COLUMBIA COLUMBIA SC SC ExperienceColumbiaSC.com ExperienceColumbiaSC.com

INSIDER’S GUIDE INSIDER’S R’S IDE IDE GU INS GUIDE

THE NEW INSIDER'S GUIDE EXPLORE EXPLORE COLUMBIA’S 23 23 COLUMBIA’S NEIGHBORHOODS COLUMBIA’S 23 page page page

NEIGHBORHOODS NEIGHBORHOODS DARN GOOD EATIN’ PG 8 GLORIOUS GREEN SPACES PG 16 MUS

RY MULTICULTURAL EXPERIENCES PG 20

DARN GOOD EATIN’ PG 8 GLORIOUS GREEN SPACES PG 16 MUS DARN GOOD EATIN’ PG 8 GLORIOUS GREEN SPACES PG 16 MUS

RY MULTICULTURAL EXPERIENCES PG 20 RY MULTICULTURAL EXPERIENCES PG 20

This year we also introduced a new version of our annual guide — focusing on a magazine size and feel. Plus, by condensing services through Miles Media, partners now have one point of contact for ad sales for our insider’s guide, e-newsletter and website advertising.

EXPERIENCE COLUMBIA SC MARKETING SOCIAL MEDIA IMPRESSIONS 15.1 million TOTAL FOLLOWERS 183,125 (as of June 30, 2018) TOTAL WEBSITE IMPRESSIONS 2 million SEARCH ENGINE 4.1 million

LEISURE PRINT ADVERTISING

Over 41 MILLION

IMPRESSIONS Billboards in Key Target Cities

Over 12 MILLION

IMPRESSIONS

National commercial campaign on Cooking Channel, Food Network, Hallmark Channel, OWN Network & Travel Channel

Over

250,000

MEETING PLANNER AUGUSTA'S INDEPENDENT VOICE

THE HEART & SOUL OF SOUTH CAROLINA

GUIDES DISTRIBUTED Through meeting industry magazines and at tradeshows

13

“As Charleston grows ever-more expensive, a flood of culinary talent has spilled over to Columbia, which is helping to bolster its growing constellation of stand-out bars and restaurants.”

“Forward-looking. Dynamic. ‘One of America’s most livable communities.’ All of these accolades have been used to describe Columbia. And it’s no wonder. A mix of education, non-profit and state capital government businesses, along with the University of South Carolina’s 33,000-plus students and an active retiree community have created a vibrant city.”

Carolyn Males, Local Life Magazine, January 2018

Gowri Chandra Food & Wine, October 2017

"One of Columbia’s most charming features (among the centers of government, higher education, history and other such weighty matters) is a unique town-within-a-town worth exploring for a day or even longer. Five Points is

“Everyone has Charleston on their bucket list, but there’s another South Carolina city that’s about to pop thanks to a recent urban revival. Known as Soda City,

Columbia’s compact, walkable downtown has a small-city feel with big-city things to do — from upscale restaurants and shopping to art museums — making it ideal for a long weekend.”

Dan Koday, PureWow.com, March 2018

a hub of restaurants, bars, shops and galleries and first-timers and old hands alike head there for its special character of small-town hospitality."

Sandra Woodward, atHome Magazine, March 2018

EXPERIENCE COLUMBIA SC MEDIA RELATIONS One way Experience Columbia SC strives to live out its mission is through public and media relations efforts. We promote the Columbia region by pitching story ideas and hosting media to garner regional, national and international destination coverage.

Here's Who's Been Talking About Columbia This Past Year: DATE

OUTLET

July 2017

The New York Times

“Where and How to See the Total Eclipse This Summer”

National

July 2017

Travelocity.com

“11 Incredible National Parks to Visit This Summer”

National

July 2017

Budget Travel

“Eclipse-Chasing: Where to Watch the August 21 Spectacle Across the Country”

National

Aug. 2017

FoodNetwork.com

“Partake of the Palmetto State: What to Eat in South Carolina” and “The Coolest Food and Drink Specials for the Great American Eclipse”

National

Sep. 2017

Southern Living Online

“The South’s Most Charming General Stores”

Regional

Oct. 2017

Food & Wine

“Where to Eat and Drink in Columbia, South Carolina, One of America’s National Best Food Destinations”

Oct. 2017

USA Today

“Get Lost in 10 Unusual Corn Mazes Around the USA”

National

Nov. 2017

Atlanta Journal-Constitution

“South Carolina: Where to Eat When You Visit Palmetto State”

Regional

“New Southern Cuisine in Columbia, South Carolina”

National

STORY

SCOPE

Nov. 2017

Honest Cooking

Jan. 2018

National Geographic Traveler “The Best Small Cities in the United States”

National

Jan. 2018

Expedia

“The Best Places to Travel Each Month in 2018”

National

Feb. 2018

Thrillist

“8 American Cities Getting Big, Exciting Urban Overhauls This Year”

National

“In the Heart of Cola – A Mecca for the Shopping Savvy Await at Five Points & Devine”

Regional

March 2018 atHome Magazine Apr. 2018

Smithsonian Magazine

“This is the Best Place in North America to See Synchronous Fireflies”

National

May 2018

USA Today

“Baby Zoo Animals Born in Spring 2018”

National

June 2018

Garden & Gun

“The Bonds of Brotherhood – and Beef Jerky”

Regional

June 2018

SWAAY

“10 Cities to Visit to Ignite Your Independent Spirit”

National

June 2017

Thrillist

“The Best Places in America to Watch the Total Solar Eclipse”

National

June 2018

Family Circle

“A Festival for Every State”

National

74

STORIES GARNERED

235

MEDIA

LEADS

21

HOSTED

PRESS VISITS 15

ExperienceColumbiaSC.com