ANNUAL REPORT 2023 ARKANSAS MUSEUM OF FINE ARTS
Contents 3
EXECUTIVE SUMMARY
5
ORGANIZATION & LEADERSHIP
6
LRCVB RECOGNITION
8
VALUE OF TOURISM
9
2023 BY THE NUMBERS
10
LITTLE ROCK STATISTICS
14
FINANCES
18
TOURISM MASTER PLAN
20
DESTINATION DEVELOPMENT
22
THE NEW LITTLEROCK.COM
24
EMBRACING OUR COMMUNITY
26
EXPERIENCE LITTLE ROCK IN COLOR
28
SHINING A SPOTLIGHT ON ROBINSON CENTER
30
WELCOMING THE WORLD TO THE STATEHOUSE CONVENTION CENTER
32
SELLING LITTLE ROCK
34
A LOOK AHEAD
36
BUSINESS PLAN
LITTLE ROCK ZOO
2
ANNUAL REPORT 2023
Executive Summary 2023 was a year of courage and connection. The year saw incredible wins for Little Rock, for the Little Rock Convention & Visitors Bureau (LRCVB), and for the city’s tourism industry, but it also saw challenges that humbled our community. The destruction brought by the spring tornado and a powerful series of storms tore at the fabric of our community, but in their wake was a city woven together by a newfound sense of strength and resolve. The year began with the release of our Tourism Master Plan, a roadmap for long-term planning that will guide Little Rock’s tourism industry over the next decade. Later in the spring, Little Rock’s tourism profile was heightened by the opening of the Arkansas Museum of Fine Arts, after its multimillion-dollar reimagining. An artistic beacon for both the state and region, it garnered national attention at its opening and is already a must-see on any visit to Little Rock. To celebrate National Travel & Tourism Week in May, a new LittleRock.com was launched. This marked the first time Little Rock’s official destination website combined five individual sites – leisure tourism, Little Rock Meetings, Robinson Center, the Statehouse Convention Center, and the River Market – with a unified voice and branding.
Our Sales & Services Division had a banner year, securing 227 future meetings, conventions, and events and servicing more than 200 events across the city. Together, these 200+ events represented a direct economic impact of more than $48 million. The Operations Division facilitated more than 400 events in the LRCVB’s managed facilities and welcomed a combined 535,083 attendees through their doors. The Statehouse Convention Center saw a record number of facility user days while Robinson Center broke its own records for facility user days and total events. The Marketing, Communications & Community Engagement Division deepened its commitment to telling the diverse stories of Little Rock’s residents with the Experience Little Rock in Color campaign which lets locals invite visitors to see Little Rock through their own eyes. Now the city readies to welcome a tourism event of intergalactic proportion: the Great American Eclipse. Millions of visitors are expected to visit Arkansas for this historic event, with Little Rock serving as both a basecamp and as a gateway for their journey. For all that the eclipse – and the rest of 2024 – will bring, the LRCVB will remain a steward of the tourism economy and industry.
President & CEO Gina Gemberling, CDME Little Rock Convention & Visitors Bureau
PLAZA FRIDA
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MISSION
Improve the quality of life and the local economy in Little Rock by bringing visitors, meetings, conventions, and events to the city; Responsibly manage public funds in its charge; Efficiently operate the facilities it manages; Serve customers, visitors, and delegates with courtesy, knowledge, and skill.
CORE VALUES BE THE PLEASANT SURPRISE
A mix of both personality and remarkable customer service.
MAKE A POSITIVE DIFFERENCE EVERY DAY
Be present in every moment and aware that even the smallest actions can make the biggest impact.
ALWAYS ENGAGE
Sincerely engage in the guest experience.
PUT PEOPLE FIRST
Treat others better than they expect to be treated.
BE EXTRAORDINARY
Anticipate customer needs and deliver personalized service that exceeds expectations.
TAKE OWNERSHIP
Produce a result that you can be proud of and take pride in the outcome.
ROBINSON CENTER
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ANNUAL REPORT 2023
Organization & Leadership LITTLE ROCK CONVENTION & VISITORS BUREAU The Little Rock Convention & Visitors Bureau (LRCVB) is the official destination marketing organization for the City of Little Rock, charged with promoting the city for convention and leisure travel. The LRCVB also operates the Statehouse Convention Center, Robinson Center, Cromwell Building, River Market (Ottenheimer Hall, First Security Amphitheater, and the pavilions) and multiple parking facilities. The LRCVB is primarily funded by a lodging and prepared food tax. The organization is divided into four primary divisions: Finance & Administration, Sales & Services, Marketing, Communications & Community Engagement, and Operations.
LITTLE ROCK ADVERTISING & PROMOTION COMMISSION The Little Rock Advertising & Promotion Commission (A&P) is the governing body for the Little Rock Convention & Visitors Bureau. It is a volunteer board consisting of seven members – two City of Little Rock elected officials, four business owners within the Little Rock hospitality industry and one at-large position.
Jim Keet, Chair
City Director Antwan Phillips
Mayor Frank Scott, Jr.
Rajesh Mehta
Nick Roye, Finance Committee Chair
Yogesh Asudani
Pamela Smith
THE LITTLE ROCK CONVENTION & VISITORS BUREAU LEADERSHIP TEAM Gina Gemberling – President & CEO Chris Phillips – Senior Vice President of Finance & Administration & CFO Brian Oaks – Senior Vice President of Operations and Facilities Management & COO Adam Berrios – Vice President of Sales & Services Kasey Summerville – Vice President of Marketing, Communications & Community Engagement Laura Bayba – Senior Executive Assistant to President & CEO Jeff Chastain – Director of Communications James ‘Doc’ Doolittle – Senior Director of Facility Maintenance & Engineering Jennifer Garner – Senior Director of Event Operations Bliss Krucas – Director of Destination Services Diana Long – Director of Events Matthew Mills – Controller Kim Sanders – Director of Human Resources Lisa Spence – Director of Tax Revenue Brian Staggers – Senior Director of Information Technology Michael Stocker – Senior Director of Facility Operations
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LRCVB Recognition 20+ YE AR EMPLOYEES LORETTA MITCHELL Custodian | 36 years SHIRLEY WITHERS Receptionist | 35 years JOHNNY LONEY Auxiliary Services Manager | 34 years DEEJAY RUSSELL Parking Assistant Manager | 33 years JAMES WILLIAMS Part-time Safety Security Officer | 29 years KEITH WINFREY Custodian | 29 years KATINA BROWN Event Manager | 26 years SHERYL COLCLOUGH Part-time Receptionist | 25 years MICA FARMER Executive Assistant to Senior VP of Operations/COO | 24 years LEE COULTER Safety Security Officer | 24 years JOY COGSHELL Part-time Receptionist | 24 years MARVIN TAYLOR Part-time Safety Security Officer | 23 years PENNY NAGEL Destination Services Specialist | 22 years
2023 RETIREES RANDY GUPTILL Director of Technical Services | 28 years GWENDOLYN STALLINGS Building Services Manager | 34 years RICARDO HENDERSON Building Services Supervisor | 18 years GARY LANIER Parking Cashier | 13 years
IN MEMORIAM In loving memory of BRUCE T. MOORE City Manager TAIRA TILLMAN Parking Facility & Grounds Attendant
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ANNUAL REPORT 2023
RIVER MARKET LIVE! - PAINT THE TOWN RED
LITTLEROCK.COM 7
Value of Tourism TOURISM IMPACT IN PUL ASKI COUNTY 2020 Visitor Expenditures Income (Wages) State Tax Local Tax Employment (Jobs)
2021
1,178,903,632
$
$
291,443,912
$
52,792,738 $ 25,869,865 8,418
71,400,000 $ 35,900,000 10,810
$
$
2022
1,677,021,114
$
395,160,831
$
$
1,945,000,000 442,900,000 82,100,000 42,300,000 11,515
$ $
Source: Tourism Economics Economic Impact of Tourism study for Arkansas Department of Parks, Heritage and Tourism
CAPITAL BAR & GRILL IN THE CAPITAL HOTEL
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ANNUAL REPORT 2023
2023 By The Numbers 67
SITE TOURS
450 EVENTS
HELD IN LRCVB MANAGED FACILITIES
MEETINGS, CONVENTIONS AND SPORTING EVENTS SERVICED IN 2023 ATTRACTED
239,590 ATTENDEES
524,650 ATTENDEES
27
205
AND GENERATED
IN LRCVB MANAGED FACILITIES
TRADE SHOWS ATTENDED
24
JOURNALISTS, WRITERS AND INFLUENCERS HOSTED/ASSISTED
188
TOTAL MEDIA STORIES AND ARTICLES
48,542,443
$ OCCUPANCY
8.2%
IN DIRECT SPENDING
COMPARED TO 2022
1.6 MILLION
WEBSITE PAGE VIEWS
625,000+
REVPAR
13.9%
COMPARED TO 2022
227
FUTURE MEETINGS, CONVENTIONS AND SPORTING EVENTS SECURED REPRESENTING 72,502 ROOM NIGHTS AND 188,687 ATTENDEES WITH AN ESTIMATED
UNIQUE WEBSITE VISITORS
16,533
NEW SOCIAL MEDIA FANS AND FOLLOWERS
SHORT TERM RENTAL UNITS GREW
10.9%
WITH A 0.2% DECREASE IN REVPAR
49,053,489
$
IN DIRECT SPENDING
37.8+ MILLION
IMPRESSIONS ACROSS DIGITAL MEDIA NETWORKS LITTLEROCK.COM 9
Little Rock Statistics HOTEL DATA (2023, 2022 , 2021) Occ % 2022 55.60 66.10 63.30 55.60
2023 60.10 68.50 69.50 56.40
Little Rock Downtown Convention District Downtown Little Rock Little Rock Airport Area
2021 55.90 55.90 56.50 51.60
2023 104.85 139.64 130.94 93.39
ADR 2022 99.61 135.55 125.68 88.24
2021 87.65 118.61 109.32 84.14
2023 63.03 95.69 91.00 52.71
RevPAR 2022 55.36 89.56 79.58 49.11
2021 49.02 66.32 61.79 43.40 Source: STR
SHORT-TERM RENTAL DATA AND ANALYTICS 2022 VS 2023 Available Listings
Little Rock
Booked Listings
2022
2023
% Chg
2022
2023
957
1,061
10.90%
869
931
% Chg
Occupancy Rate 2022
2023
% Chg
Average Daily Rate 2022
2023
% Chg
RevPAR 2022
2023
% Chg
7.10% 52% 50% -3.40% 136 142 3.80% 71 71 -0.20% Source: AirDNA - data reflects all property types - entire place, private room and shared room
SHORT-TERM RENTAL DATA AND ANALYTICS IN ARKANSAS 2022 VS 2023 Available Listings
Little Rock
Occupancy Rate
Average Daily Rate
2023
% Chg
2022
2023
% Chg
2022
2023
% Chg
814
936
15.00%
746
831
11.40%
52%
50%
-3.60% 148 151 2.10% 77 76 -1.50% Source: AirDNA - data reflects entire place properties only
2,237,309
ANNUAL REPORT 2023
2022
TOTAL PASSENGERS
2022
2,021,040
2021
1,695,061
2023
% Chg
RevPAR
2022
2023
10
Booked Listings
2022
2023
2020
977,742
% Chg
2023 LIT TLE ROCK HOTEL OCCUPANCY
Source: STR
2023 LIT TLE ROCK HOTEL ADR
Source: STR
2023 LIT TLE ROCK HOTEL REVPAR
Source: STR
LITTLEROCK.COM 11
ROBINSON CENTER FACILITY USER DAYS TOTAL EVENTS TOTAL ATTENDANCE
2023
2022
263 262 254 239 194,972 191,334
2021 190 185 80,523
2020 256 78 89,703
S TAT E H O U S E CONVENTION CENTER
STATEHOUSE CONVENTION CENTER FACILITY USER DAYS TOTAL EVENTS TOTAL ATTENDANCE
RIVER MARKET FACILITY USER DAYS TOTAL EVENTS TOTAL ATTENDANCE 12
ANNUAL REPORT 2023
2023
2022
2021
2020
199 274 265 85 138 122 249,513 268,740 113,777
81 35 52,157
2023
2022
68 58
99 68
80,165
108,978
2020 37 36 14,742
2021 94 81 100,827
ARKANSAS COMIC CON
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Finances 2% A&P TAX COLLECTIONS 2014-2023 2014 $
$
2015
2016
2017
2018
2019
2020
2021
2022
2023
19,000,000
18,000,000
$
$
17,000,000
16,000,000
$
18.37 MILLION $
14,000,000
$
12,000,000
N $
10,000,000
TAX COLLECTIONS BY REGION HEIGHTS
1.2%
HILLCREST
0.4%
RIVERDALE
0.7%
CANTRELL ROAD
WEST
0.8%
38.7%
RIVER MARKET
2.9%
MIDTOWN
16.3%
FOOD TRUCKS & FACILITATING PLATFORMS
5.3%
DOWNTOWN
18.5%
AIRPORT
2.7%
SOUTHWEST
12.4%
TAX COLLECTIONS BY BUSINESS TYPE FULL SERVICE RESTAURANT 31.8%
FAST FOOD/LIMITED SERVICE FULL SERVICE RESTAURANT 31.8% 28.4% FAST FOOD/LIMITED LODGING 16.0% SERVICE 28.4% LODGING 16.0%
LODGING WITH FOOD SALES 11.7% LODGING WITH FOOD SALES 11.7%
FACILITATING PLATFORM* FACILITATING PLATFORM* 5.1%5.1% CONCESSIONAIRE 5.0% CONCESSIONAIRE 5.0% CATERER 0.7%
CATERER 0.7%
FOOD TRUCK 0.6%
FOOD TRUCK 0.6% PRIVATE CLUB 0.6% PRIVATE CLUB 0.6% *Facilitating platform includes online purveyors such as Airbnb, Priceline/Agoda, Bite Squad, Grubhub, etc. 14
ANNUAL REPORT 2023
2023 TOTAL REVENUE $ 24.7 MILLION
A&P TAX RECEIPTS 75% STATEHOUSE CONVENTION CENTER 8% ROBINSON CENTER 7% MEETING & TECHNICAL SERVICES 5% PARKING OPERATIONS 3% HOTEL LEASE & MANAGEMENT FEES 1% OTHER INCOME 1%
2023 TOTAL E XPENDITURES FACILITY MANAGEMENT/OPERATIONS 33% DEBT SERVICE/CAPITAL IMPROVEMENTS 29% FINANCE & ADMINISTRATION 13% SALES & SERVICES 11% MARKETING, COMMUNICATIONS, 8% & COMMUNITY ENGAGEMENT GENERAL MANAGEMENT 6%
LITTLEROCK.COM 15
2019-2023 NEW AND CLOSED PERMITS 136
129
121 93
99
88
86 73
67
2
2
2019
7
4
2020
4 2021
63
3
4
2
2022
3 2023
*Includes changes in ownership
16
NEW PREPARED FOOD PERMITS
CLOSED PREPARED FOOD PERMITS
NEW LODGING PERMITS
CLOSED LODGING PERMITS
ANNUAL REPORT 2023
3
MAIN STREET FOOD TRUCK FESTIVAL
LITTLEROCK.COM 17
Tourism Master Plan In January, the LRCVB released a Tourism Master Plan that will prepare Little Rock for a future of growth, success, and sustainability.
The plan includes nine categorical priorities each with its own recommendations, milestone action items, and identified partners. These priorities include:
Given the Tourism Master Plan’s intent to be used as a guide for future strategic and sustainable tourism development, the support of stakeholders was integral to this process. The strategic planning process included outreach to more than 500 individuals including interviews, focus groups, surveys, and email updates.
1.
Product Development
2.
Tourism Infrastructure Investment
3.
Placemaking
4.
Evolving the Targeted Media Approach
5.
Enhancing the Visitor Experience
The final plan takes a comprehensive look at the entirety of Little Rock’s tourism and hospitality landscape, analyzing the city’s current assets – attractions, hotels, restaurants, entertainment options, meeting facilities, sales strategies, marketing plans, and more – and views them through the lens of the diverse visitor segments that impact Little Rock, including the leisure, meetings and conventions, sports, and entertainment markets. It also looks beyond the city’s obvious tourism assets to closely and intentionally analyze what may seem at first to be ancillary but is, in fact, impactful to the tourism ecosystem, including infrastructure, transportation, and economic development.
6.
Optimizing Utilization of the Statehouse Convention Center & Robinson Center
7.
Community Engagement
8.
Destination Perception
9.
Breaking Down Barriers
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ANNUAL REPORT 2023
Scan the QR code to view the Tourism Master Plan along with the LRCVB’s 2024 Business Plan
TOURISM MASTER PLAN LAUNCH
LITTLEROCK.COM 19
Destination Development Throughout the year, Little Rock’s array of dynamic attractions grew and was renewed by revitalization efforts across the city. In April, Little Rock drew national attention with the opening of the fully reimagined Arkansas Museum of Fine Arts. Formerly known as the Arkansas Arts Center, the museum underwent a $170+ million renovation, and opened with fanfare from both the art and architectural communities. The building’s striking appearance, offset by a sweeping, flower-inspired room, matches the grandeur and beauty of the 14,000 works in the museum’s collection. The Museum of Discovery continued to rebuild after a 2021 flood with the opening of a new exhibit Science Lab. The exhibit features three content-focused zones: Forces & Energy, Light & Sound, and Electricity & Magnetism. The gallery encourages critical thinking, problem-solving, creativity, innovation, and collaboration. Also in downtown, the Mosaic Templars Cultural Center opened a new interactive gallery showcasing African America history. The result of a $3.5 million renovation, this new gallery takes more well known stories of Arkansas’s Black history – including those of the Little
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ANNUAL REPORT 2023
Rock Nine and civil rights pioneer Daisy Bates – and weaves them together with stories that visitors will be less familiar with. Highlights include a 360-degree theater and AI-powered exhibits that allow guests to “converse” with historic Arkansans. The museum also celebrated that 2023 marked the 140th anniversary of the founding of the Mosaic Templars of America, a Black fraternal organization founded in Little Rock in 1883. For outdoor enthusiasts, eight miles of new mountain bike trails opened at Blue Mountain in West Little Rock. Nearby at Pinnacle Mountain State Park, a brand-new visitors center opened serving as a hub for all of the park’s myriad recreation opportunities. The building has massive glass windows that let the surrounding nature shine through. An outside pavilion in the back has interpretive exhibits and access to the trails. New exhibits can be found throughout the visitor center. In Southwest Little Rock, Topgolf, a modern golf experience featuring 72 climate-controlled putting bays across two stories, opened in December. Nearby, Plaza Frida, a shopping and event space centered around Little Rock’s Latin and Hispanic communities, opened, highlighting the vast diversity of the city’s residents.
MUSEUM OF DISCOVERY
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The New LittleRock.com In May, to celebrate National Travel & Tourism Week, the LRCVB launched a new iteration of its website LittleRock.com. This was the culmination of months of work and brought the website in line with current destination website industry norms. This marked the first time Little Rock’s official destination website combined five individual sites – leisure tourism, Little Rock Meetings, Robinson Center, the Statehouse Convention Center, and the River Market – with a unified voice and branding. The new site also allows the LRCVB
to fully tell the story of Little Rock, using blogs, video, and social media to highlight unique aspects of the community. Destination Signals, a new digital platform on the site, offers new ways for the LRCVB to strengthen its relationship to local businesses by offering low-cost opportunities for sponsored content that is both relevant to visitors while also serving as a community value to residents.
SINCE LAUNCH, THE NEW LITTLEROCK.COM HAS HAD
830,428
490,227
TOTAL SESSIONS
1,641,980 PAGE VIEWS
SENT
50,152
625,324
ORGANIC SESSIONS
VISITORS TO OUR PARTNERS’ DIGITAL ACCOUNTS
UNIQUE USERS
57.3%
ENGAGEMENT RATE
110
RFP SUBMISSIONS
TOP ORGANIC WEBPAGES /events/ 35,983 organic sessions Homepage 16,792 organic sessions /things-to-do/ 12,903 organic sessions /things-to-do/family-fun/ 7,833 organic sessions /events/annual-festivals-events/4th-of-july/ 6,569 organic sessions 22
ANNUAL REPORT 2023
LITTLEROCK.COM
LITTLEROCK.COM 23
Embracing Our Community The Little Rock community is what makes the city such an attractive destination for travelers. 2023 saw the LRCVB strengthening its role as a steward of not just the tourism industry, but of the greater community fabric of the city. The LRCVB continued its work of beautifying the city, both by continuing its participation in the city’s adopt-a-street program and by planting flowers and painting flowerpots and benches across downtown’s convention district. Locations were selected to impact visitor perception. The LRCVB also sponsored the inaugural Employees Accomplishing Terrific Service (E.A.T.S.) Awards. This publicly nominated award honored outstanding restaurant employees across Little Rock, showcasing their dedication to creating unforgettable dining experiences. The LRCVB’s finance department released a new tax welcome packet for new A&P permittees, aimed at helping new businesses take advantage of the LRCVB’s marketing and communications platforms. Likewise, the marketing department released a new Marketing Partnership Program which provides matching marketing funds to eligible organizations to promote activities and
24
ANNUAL REPORT 2023
events that will increase tourism opportunities in the Little Rock area. The LRCVB continued to manage its Signature Community Events: The Little Rock Farmers Market and – celebrating its 10th season – Jazz in the Park. New events in the Signature Community Events series included the launch of River Market Live! - encompassing weekly live music in the River Market pavilions throughout summer months, Paint the Town Red with the Arkansas Razorbacks, a Hispanic Heritage Celebration, and the Family Fall Festival. These events not only boost the quality of life for Little Rock residents but also enhance the visitor experience. With the intent to impact both locals and visitors alike, the LRCVB invested in customer service training for its staff. Based off of the organization’s core values, this training series helps to elevate the customer experience and will continue into 2024. Similarly, a wave of new, LRCVB-funded Downtown Ambassadors hit the streets of Little Rock, adding their happy faces and positive energy to the streets of downtown.
RIVER MARKET LIVE!
LITTLEROCK.COM 25
Experience Little Rock in Color Highlighting the diversity of the Little Rock’s community has always been central to the LRCVB’s mission, but it was brought to the forefront in a new way with the Experience Little Rock in Color campaign. The video series launched in February, in honor of Black History Month and showcased local Black community influencers as they discuss the Black experience in Little Rock. Hosted by local radio personality Mia Banks, the video series included more than 30 Black business leaders, community influencers and residents as they discuss the various restaurants, attractions, and experiences that make them Big on Little Rock.
26
ANNUAL REPORT 2023
Throughout the year, additional episodes were released highlighting the experiences of the Asian, LGBTQ+, and Hispanic communities in Little Rock. Each video showcased aspects of the city that interviewees loved; from favorite restaurants to can’t miss events. More than 20 episodes were distributed across the LRCVB’s digital footprint, receiving more than 1.2 million impressions. Marketing activations using the content coincided with events around the city including Central Arkansas Pride, Juneteenth, and the Hispanic Heritage festival.
JUNETEENTH IN DA ROCK
LITTLEROCK.COM 27
Shining A Spotlight On Robinson Center What do a Harvard lawyer, a magic genie, and a beheaded queen have in common? They’re all characters that came to life on the stage of the historic Robinson Center. 2023 was a record year for Robinson Center. The historic facility hosted 254 events, finally surpassing pre-pandemic totals, and, for the second year in a row, it saw a record number of facility user days. In total, almost 200,000 visitors passed through its doors, cementing it as a central hub of both the arts and the community in Little Rock. The LRCVB’s marketing efforts were crucial in the venue’s success. The summer saw the launch of Robinson Center’s Text Club, a new offering that delivers event updates, announcements, and promotions directly to smartphones
263
TOTAL EVENTS
The year saw the launch of an email newsletter powered by the Robinson Center Box Office’s powerful Ticketmaster marketing tools. The newsletter, the text club, and a whopping 1.8 million social media impressions meant that Little Rock has never been more connected to all that happens at Arkansas’s most historic venue.
TOTAL ATTENDANCE
PERFORMANCES ON THE ROBINSON CENTER STAGE WERE WITNESSED BY
1,803,397
28
Have you subscribed yet? Scan the QR code and join today!
254 194,972
FACILITY USER DAYS
94
and other mobile devices via text messaging. The club provides an exclusive opportunity for event attendees and the community to stay informed and connected with all the events happening at Robinson Center, ensuring that they never miss out on the latest news and announcements.
ANNUAL REPORT 2023
TOTAL SOCIAL MEDIA IMPRESSIONS
93,420
TICKETS SOLD THROUGH THE BOX OFFICE
130,077 ATTENDEES
TOP 5 SHOWS ALADDIN
13,761 MISS ARKANSAS PAGEANT
12,722 10,619 SIX
BALLET ARKANSAS’S THE NUTCRACKER SPECTACULAR
7,877 7,765
LEGALLY BLONDE
Total attendance
ALADDIN
LITTLEROCK.COM 29
Welcoming the World to The Statehouse Convention Center Bringing the world’s business meetings and events to Little Rock requires a state-of-the-art facility that combines industry-standard technology with Little Rock’s homegrown sense of hospitality, and there’s no better example than the Statehouse Convention Center. The LRCVB’s Operations Division was busy completing capital projects that ranged from cosmetic upgrades in the building’s ballrooms to a sweeping renovation of the building’s Governor Hall gallery. From enhanced internet connectivity to new video wall
30
displays, the 40+ year old convention center has never felt so new. In January, many LRCVB staff from various departments joined the Event Operations team as a tight schedule forced an overnight transformation of the Wally Allen Ballroom. With just hours on the clock, the LRCVB staff transformed the room from a dazzling gubernatorial inaugural ball into the Arkansas State Municipal League’s Winter Conference.
274
138
249,513
FACILITY USER DAYS
TOTAL EVENTS
TOTAL ATTENDEES
ANNUAL REPORT 2023
TOP 10 EVENTS 2023 DELTA WATERFOWL FOUNDATION - DUCK HUNTERS EXPO
24,900 19,800 18,392 16,500 7,803 7,000 5,000 4,500 4,209
2023 ARKANSAS COMIC CON
2023 VOLLEY IN THE ROCK
2023 LITTLE ROCK MARATHON
2023 JURASSIC QUEST
2023 LITTLE ROCK ANIME FESTIVAL
2023 GREAT AR BEER FESTIVAL
2023 MARINE EXPO
2023 HOLIDAY HOUSE
2023 ARKANSAS VIRTUAL ACADEMY GRADUATION
3,500
Total attendance
DUCK HUNTERS EXPO
LITTLEROCK.COM 31
Selling Little Rock The LRCVB sales team was busier than ever before in 2023. Together, they traveled more than 19,000 miles to attend 27 trade shows selling Little Rock to meeting planners. All of that travel resulted in major wins for Little Rock, with 227 pieces of business booked across the city. These meetings, events, and conventions represent more than a $48 million future economic impact.
While the sales team was busy acquiring new clients, the LRCVB’s services team members were helping current clients deliver flawless events. The services team acts as a meeting planner’s local contact and guide to all things local, assisting with everything from hotel and venue reservations to arranging entertainment and registration services. Their work is essential to garnering repeat business.
205
239,590
MEETINGS, CONVENTIONS, AND SPORTING EVENTS SERVICED
48,336,242 227
$
FUTURE MEETINGS, CONVENTIONS, AND SPORTING EVENTS BOOKED
32
MEETINGS, CONVENTIONS, AND SPORTING ATTENDEES
TOTAL ECONOMIC IMPACT OF ALL MEETINGS, CONVENTIONS, AND SPORTING EVENTS
67
SITES TOURS, SITE VISITS, AND PLANNING TOURS CONDUCTED
27
TRADE SHOWS ATTENDED
2,501
399
19,487
NEW SALES CONTACTS MADE
RFP/RFQS SUBMITTED
MILES TRAVELED BY THE SALES TEAM
ANNUAL REPORT 2023
TOP 6 CONVENTIONS NATIONAL HIGH SCHOOL MOCK TRIAL 2023 CHAMPIONSHIP MAY 15-17
500
SOUTHEASTERN ASSOCIATION OF TAX ADMINISTRATORS 2023 ANNUAL CONVENTION JULY 15-19
350
THE POULTRY FEDERATION 2023 NUTRITION CONFERENCE AUGUST 13-16
350
NATIONAL HOSPICE AND PALLIATIVE CARE ORGANIZATION 2023 ANNUAL LEADERSHIP CONFERENCE SEPTEMBER 29-OCTOBER 3
1,000
DESTINATIONS INTERNATIONAL ADVOCACY SUMMIT OCTOBER 3-6
300
NATIONAL ASSOCIATION FOR INTERPRETATION ANNUAL CONFERENCE NOVEMBER 6-11
800
Daily attendance
ARKANSAS STATE CAPITOL
LITTLEROCK.COM 33
A Look Ahead 2024 will be another exciting year for tourism in Little Rock. In downtown, the year marks the 20th anniversary of the opening of the William J. Clinton Presidential Library & Museum which kicked off a generation of redevelopment. Likewise, that redevelopment will continue as the City of Little Rock unveils its first Downtown Little Rock Master Plan. In late February, the LRCVB’s love for Little Rock will hit the road with its new mobile marketing vehicle. Be on the lookout for it at events across the city, state, and region. In March, the LRCVB will activate a fleet of True Omni digital kiosks across downtown to elevate the visitor experience.
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ANNUAL REPORT 2023
The city’s stock of hotels will grow as two new properties open in 2024; a Hampton Inn & Suites by Hilton adjacent to the Bill and Hillary Clinton National Airport and a Home2 Suites by Hilton in Midtown. The biggest tourism event of 2024, however, is one of intergalactic proportion: the Great American Eclipse. On April 8, Little Rock will find itself shrouded in darkness as the moon passes between it and the sun. This once-ina-lifetime celestial event will draw millions of visitors to Arkansas, with Little Rock serving as both a basecamp and as a gateway. Celebration preparations are underway across the city. For more information on how you can be a part of the fun, visit LittleRock.com/Eclipse.
ARKANSAS MUSEUM OF FINE ARTS
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Business Plan In 2024, the Little Rock Convention & Visitors Bureau (LRCVB) will continue to be the leading voice and the guiding resource of Little Rock’s Tourism Industry. According to Arkansas Tourism’s Economic Impact report, in 2022, tourism supported 11,515 industry jobs and influenced direct tourism spending of more than $1.945 billion in Pulaski County. As the official destination marketing organization for the City of Little Rock, the LRCVB is charged with serving the city’s current visitors while also marketing and selling the city as a meeting, sports, and leisure travel destination and managing multiple facilities including Statehouse Convention Center, Robinson Center, Cromwell Building, River Market (including the Market Hall, First Security Amphitheater, and the pavilions), and multiple parking facilities. In 2023, the LRCVB launched a Tourism Master Plan (TMP), a 10-year vision for the organization’s future. The 2023 Business Plan outlines the steps the organization took to achieve the following goals:
GOAL 1
GOAL 2
Identify a sustainable and equitable pathway for the growth of the local tourism industry that will positively impact Little Rock residents economically and elevate the destination to visitors.
Utilize a broad-spectrum, multi-channel sales and marketing approach to position Little Rock as a leading destination for leisure and group travel.
Growth in Little Rock’s tourism economy has a direct positive impact on the quality of life that all residents enjoy. This idea is foundational to the LRCVB’s mission and guides the goals, objectives, and strategies in this document. After unveiling a Tourism Master Plan in 2023, this business plan serves as a roadmap for accomplishing the plan’s goals and objectives.
2023 ACCOMPLISHMENTS
2023 ACCOMPLISHMENTS
• Unveiled a 10-year Tourism Master Plan and executed an aggressive 2023 Business Plan.
• Established on-going relationships with both national and in-state marketing firms that will help grow and position Little Rock’s brand.
• Used annual reporting metrics to tell the story of and highlight the power of the local tourism industry and economic impact. • Reinvested in the LRCVB’s systems, staff, and services to deliver an unparalled service experience to customers. • Advanced the cause of hospitality by providing funding to expand Little Rock downtown ambassadors. • Successfully upgraded LRCVB-managed facilities to meet modern standards. • Tax revenues surpassed budget projections, therefore, the LRCVB pivoted quarterly, reallocating revenues to strengthen sales and marketing initiatives, develop and implement customer service trainings, and increase capital reserves. 36
Little Rock is a vibrant community, a great place to call home, and an attractive destination for leisure and group travel. Sharing that message with the world is at the core of everything we do. From digital footprints and public relations to sales pipelines and service retention strategies, everything the LRCVB does is to elevate the city’s brand as a hospitable and welcoming destination. When we’re successful in that mission, the entire city benefits and the economic impact of our industry ripples out across our community.
ANNUAL REPORT 2023
• Launched a re-designed LittleRock.com, combining Little Rock, Little Rock Meetings, Statehouse Convention Center, Robinson Center and River Market, for the first time, representing a unified and collective voice. • Developed unique marketing campaigns for targeted group segments and planners. • Launched the Experience Little Rock in Color campaign to target key target markets. • Increased in-person sales opportunities through activations in prime feeder markets. • Deployed the Marketing Partnership Program to promote activities and events that increase tourism.
GOAL 3
GOAL 4
Optimize the utilization of all LRCVB-managed facilities and identify potential new revenue sources that allow for maximized potential income.
Refine a service-centric approach by building brand loyalty to elevate the customer experience encouraging repeat stays and positive word of mouth.
The LRCVB’s managed facilities – Statehouse Convention Center, Robinson Center, Cromwell Building, the River Market (including the Market Hall, First Security Amphitheater, and the pavilions), and multiple parking facilities – are a major asset and source of greater revenue development. Capitalizing on these assets’ potential will allow the LRCVB to achieve a more stable financial position.
By transforming our customers into our advocates, the LRCVB can harness the power of repeat business and word of mouth marketing to position itself as an even more favorable destination for group and leisure travel.
2023 ACCOMPLISHMENTS • Collaborated with the Bill & Hillary Clinton National Airport and Curran Hall to identify and meet visitor needs. • Created a robust proactive industry communications plan to distribute collateral and LRCVB assets. • Leveraged Ticketmaster and its associated marketing services to support events at Robinson Center. 2023 ACCOMPLISHMENTS
• Funded the Downtown Ambassador program.
• Redefined booking policies for the Statehouse Convention Center.
• Completed customer-focused facility upgrades.
• Updated contracts to meet industry standards.
• Created and implemented customer service training based on LRCVB’s core values.
• Increased facility revenue by investing in the inventory of technology service upgrades. • Created a new competitive analysis framework for LRCVB-managed facilities. • Implemented a strategy to prioritize sales efforts. • Deployed a new pricing structure for meeting space and amenities. • Implemented priority tracking in the customer relationship management system to increase optimization utilization. • Developed SOP’s to service client technology needs.
• Centralized all emergency plans and procedures.
• Increased LRCVB’s River Market activations to enrich the visitor experience (i.e., River Market Live!, Paint the Town Red, Hispanic Heritage Celebration, National Dance Day, Family Fall Festival, Farmers Market, and Jazz in the Park - 10th Anniversary). • Began a series of visitor experience-focused projects, including True Omni digital kiosks, a mobile marketing vehicle, and a Little Rock Tourism Ambassador program – to be completed and launched in 2024. • Strengthened network capacity and upgraded digital signage at LRCVB-managed facilities. LITTLEROCK.COM 37
GOAL 5
GOAL 6
Use advocacy and inclusion to raise the community’s awareness of the role tourism plays in the local economy and as a catalyst for local pride.
Utilize current research methodologies as well as new data tools to devise comprehensive organizational key performance indicators and create a schedule for departmental benchmarking and strategic recalibrations.
The LRCVB’s success is everyone’s success. When our residents feel seen and valued by our brand, we ensure that everyone feels seen, connected to, and invested in our success. We won’t rest until everyone in Little Rock shares our Big on Little Rock spirit.
Informed decisions are the best decisions, and that’s why we equip ourselves with the best data and data analyzation tools possible. Aligning our work to current industry-standard best practices and benchmarks ensures that we’re always acting in the best interest of our goals and Little Rock at large.
2023 ACCOMPLISHMENTS • Allocated budget for visitor profile market research. • Refined data gathering for target markets. • Identified key performance indicators (KPI’s) to track and monitor in 2024.
GOAL 7 Use a strong data-driven approach to create an internal culture that puts equity, diversity, and inclusion (EDI) initiatives at the forefront while dismantling internal barriers to interdepartmental communications and ensuring employee retention.
2023 ACCOMPLISHMENTS
For us to be most successful, the principles of equity, diversity, and inclusion have to be centered in our work, our culture, and our outcomes. Little Rock’s diversity is one of its strongest assets, and we must not only lean into that diversity but reflect it both internally and outwardly to the world.
• Created a new A&P tax permittee welcome packet. • Distributed a marketing report to attraction partners. • Attended industry career fairs. • Focused media attention on the local tourism industry during National Travel & Tourism Week. • Invited the community and unveiled the release of the Tourism Master Plan.
• Established an internship program.
• Created local activations (i.e., River Market Live!, Paint the Town Red, Hispanic Heritage Celebration, National Dance Day, Family Fall Festival, Farmers Market, and Jazz in the Park - 10th Anniversary).
• Developed a customer service training program.
• Deployed the Experience Little Rock in Color campaign.
• Participated in the inaugural Destinations International EDI scorecard program.
• Continued to participate in an adopt-a-street program and provided downtown beautification assistance. • Hosted focus groups to develop curriculum for the Little Rock Tourism Ambassador program. 38
2023 ACCOMPLISHMENTS
ANNUAL REPORT 2023
• Developed an employee wellness program. • Created more robust staff training plans and offerings.
• Deployed another installment of EDI training. • Re-evaluated employment recruitment incentive and employee retention programs.
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LittleRock.com (501) 376-4781 | info@LittleRock.com @LittleRockCVB 40
ANNUAL REPORT 2023