ANNUAL REPORT visit corpus christi
|
2020-2021
annual power of travel
corpus christi Becoming The Gulf Coast Capital
24,000 Hospitality Employees
Welcoming 10+ Million Visitors
SPENDING $1.5 Billion Per Year
Generating $22 Million In Sales Tax Revenues
Contributing 26% Of Citywide Sales Tax
TABLE OF CONTENTS ANNUAL REPORT Letter from the CEO 7 Who Are We at Visit Corpus Christi? 9 Visit Corpus Christi Staff 11 2021–2022 Board Members 12 Organization Top 5 Wins for the Year 13 Visitor Origin Markets 15 Marketing and Communications Strategy 17 23 Visit Corpus Christi Campaigns 27 Gulf Coast Capital Community Night 30 Public Relations Initiatives Marketing Top 5 Wins for the Year 31 33 Experience Development Strategy Experience Top 5 Wins for the Year 41 43 Sales Strategy and Results 49 Sales Meetings and Conventions Sales Top 5 Wins for the Year 51 53 Strategy Initiatives 57 Short Term Rental and Hotel Performance 59 Financials
home of the whataburger founded in 1950
dear city of corpus christi, On behalf of the Visit Corpus Christi team and board, I am proud to present our 2020-2021 Annual Report. My first year in the Gulf Coast Capital was a year of assessing and rebuilding an organization that, when running effectively can do for Corpus Christi what no other organization can. We laid a solid foundation this past year highlighted by the hiring of an amazing team of professionals with an undying passion for Corpus Christi and the knowledge to make lasting change. Through the course of the past year, we saw Visit Corpus Christi achieve many organizational firsts including becoming one of less than 200 cities worldwide to achieve Destinations International DMAP Accreditation and developing one of the most comprehensive and aspirational business plans in the country. This annual report is filled with examples of Visit Corpus Christi living out our mission to create a better community by sharing Corpus Christi with the world. Corpus Christi as a region has the potential to be a national destination. The proof is in the details of our first statewide marketing campaign that ran through last summer. Statistics from the campaign show an industry leading return on investment due to our large numbers of attributed overnight stays and air passengers. Our success is backed by citywide hotel occupancy tax collections which broke an all-time record this past year and a 10% increase from the previous high. The impact of travel and tourism is not just something that benefits hotels. Citywide sales tax also experienced all-time highs last year proving that tourism builds quality of life. Clearly our team is proud of the foundation we have built. We believe in Corpus Christi and have a vision for what we can become. If we can find ways to work together in strategic and collaborative ways, nothing can stop The Gulf Coast Capital from truly becoming the Gulf Coast Capital. Brett Oetting Visit Corpus Christi President & CEO
6 • 2021–2022 Annual Report
annual report
wHO ARE WE?
who are we at visit corpus christi? Visit Corpus Christi is a 501c6 Destination Management Organization contracted by the city of Corpus Christi with a mission to create a better community by sharing Corpus Christi with the world. The organization is primarily funded through Hotel Occupancy Tax (HOT) paid by visitors while staying overnight in hotels and short-term rentals. Visit Corpus Christi also has a non-profit foundation that supports the hospitality and tourism industry via education programs, raising and providing funding to individuals and businesses during times of need through the Visit Corpus Christi Cares program.
OUR VALUES VISIT CORPUS CHRISTI IS COMMIttED TO OUR ORGANIZATIONAL VALUES OF BEING:
bold
OUR MISSION CREATING A BETTER COMMUNITY BY SHARING CORPUS CHRISTI WITH THE WORLD
unified collaborative INCLUSIVE driven true 8 • 2021–2022 Annual Report
OUR vision TO BECOME THE GULF COAST CAPITAL FOR COASTAL AND OUTDOOR RECREATIONAL EXPERIENCES
STAFF
EMILY ZERTUCHE Vice President of
NICOLE OLIVARES Vice President of Marketing & Communications Sales
BRETT OETTING President & CEO
ERICA BHAKTA Executive Vice President
MEREDITH DARDEN Vice President of Experience
HANNAH HUSBY Director of Executive Projects
CHRISTIAN MIKOBI Executive Assistant
MARY HERRERA Administrative Assistant
SAMMIE RAMÓN Leisure Engagement Manager
EMILY PAULISON Leisure Engagement Assistant
AMERICA SEGURA Brand Manager
JT GARZA Multi-Media Specialist
KATHRYN HYATT Senior Director of Digital Marketing
DANIELLE GALINDO Graphic Design Specialist
MIKE IMBURGIO Research & Analytics Manager
MALLORI JOHNSON Destination Services Manager
TRAVIS MILUM Director of Association Sales
JACKIE ORBE Sales Coordinator
10 • 2021–2022 Annual Report
2021–2022 Board Members
annual report
2021–2022
executive committee JOHNNY PHILIPELLO
deven bhakta
CHAIR
VICE CHAIR
amy granberry
kevin smith
SECRETARY
treasurer
dan suckley
PETER ZANONI
immediate past chair
AT-LARGE
BOARD OF DIRECTORS MEMBERS AT LARGE
mayor paulette guajardo at-large
restaurant
ED CANTU Ed Cantu Insurance
MITCHELL KALOGRIDIS MK Developments
BRADY BALLARD Corpus Christi Hooks
DAN SUCKLEY American Bank
RICHARD LOMAX WaterStreet LTD
KEVIN SMITH Corpus Christi International Airport
GABRIELE HILPOLD Consulting Services USA Inc. Realty and Development Corp. RAMÓN PINEDA EW Scripps SAM CANAVATI Durrill Properties
ATTRACTIONS
HOTELIERS
JORGE CRUZ-AEDO Regional Transportation Authority
AMY GRANBERRY Port Royal Ocean Resort
LISA HINOJOSA Port of Corpus Christi
BLANCHE CANDELARIAMORRIS Omni Corpus Christi Hotel
IAIN VASEY Corpus Christi Regional Economic Development Corporation
DEVEN BHAKTA ZJZ Hospitality Inc
ANGIE FLORES Representative Todd Hunter’s Office
ex officios
CINDIE GONZALEZ Representative Abel Herrero’s Office
JOHNNY PHILIPELLO Buccaneer Commission
PETER ZANONI City of Corpus Christi
JON PALUMBO Texas A&M University - Corpus Christi
LANCE HANCOCK King Ranch
PAULETTE GUAJARDO City of Corpus Christi
BRETT OETTING Visit Corpus Christi
JENNIFER VELA Texas State Aquarium
Visit Corpus Christi • 11
5
organization top 5 wins of the year!
1
ACHIEVING destination marketing accreditation program Visit Corpus Christi earned the internationally recognized Destination Marketing Accreditation Program (DMAP) accreditation; a visible industry distinction that defines quality and performance standards in destination marketing and management.
12 • 2021–2022 Annual Report
2
Achieving GBAC Star Accreditation for a number of Corpus Christi attractions, hotels, restaurants and bars Our top priority for welcoming visitors back to Corpus Christi is doing it safely, with your health in mind. Corpus Christi leads the nation in safety and sanitation with the most Global Biorisk Advisory Council (GBAC) STAR™ accredited hotels and venues.
Hotel Occupancy Tax Collections
3
HOT collections reached a record high of over 14 million dollars this year – 1.6 million more taxes generated than the previous record in FY 17/18 $14,112,678
$10,000,000
$5,000,000
$0 02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
Attended 4 conferences and met with 20+ airlines to help bring more air service to CCIA Hosted first HOSPiS Annual Meeting and Gala – $3,166 raised for Visit corpus christi Cares
5
17
18
19
20
21
4
annual report
visit origin markets
visitor origin markets
Markets that are being targeted through our advertising. Both in-state and out-of-state markets are being targeting through paid media advertising.
14 • 2021–2022 Annual Report
visit origin markets
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509%
Albuquerque/Santa Fe Lubbock
127%
Oklahoma City
123%
El Paso
93%
Waco/Temple/Bryan
55%
Dallas/Fort Worth
54%
Austin San Antonio
Increase in Visitors From Summer 2019
41% 28%
Harlingen/Waco/ Brownsville/McAllen
19%
Houston
16% 0%
200%
400%
San Antonio
28.10% 11.50%
Houston Harlingen/Waco/ Brownsville/McAllen
10.90% 8.90%
Austin
7.90%
Dallas/Fort Worth
2.90%
Waco/Temple/Bryan
Victoria Oklahoma City
% of summer visitors
2.20%
Laredo
1.90% 0.90%
Odesss/Midland
0.80%
Lubbock
0.80% 0%
10%
20%
30% Visit Corpus Christi • 15
marketing and communications strategy
marketing objective
Here in Corpus Christi, Texas, we coast our own way. We remember our past, work for our dinner, and aren’t afraid to get our hands dirty. Because our way of life is bigger than our beaches, and we would not have it any other way.
Welcome to the Gulf Coast Capital! Located on the South Texas Gulf Coast, Corpus Christi offers popular attractions, outdoor experiences, a variety of hotels, cultural venues, shopping, fresh, local seafood, and best of all — South Texas hospitality. Plan a trip now to the Gulf Coast Capital.
16 • 2021–2022 Annual Report
MARKETING AND COMMUNICATIONS STRATEGY AND RESULTS
annual report
marketing & communications mission
Position Corpus Christi as
the Gulf Coast Capital a year-long tourism destination with unique, outdoor recreational experiences by influencing measurable overnight visitation from core audience segments to the Corpus Christi area and extending their length of staY.
1
2
3
Phase One inspire
Phase Two engage
Phase Three convert
meet the team
EMILY ZERTUCHE Vice President of
AMERICA SEGURA Brand Marketing & Communications Manager
KATHRYN HYATT Senior Director of Digital Marketing
JT GARZA Multi-Media Specialist
DANIELLE GALINDO Graphic Design Specialist
Visit Corpus Christi • 17
2020-2021 RESULTS
The marketing objective for Visit Corpus Christi is to position Corpus Christi as the Gulf Coast Capital, a year-long tourism destination with unique, outdoor recreational experiences by influencing measurables overnight visitation from core audience segments and extending their length of stay.
OVERALL TOTAL
actuals
Impressions
TOTAL ENGAGEMENTS
cpe
TOTAL INQUIRIES
OVERALL TOTAL
148,121,981
1,836,244
$0.60
33,794
LEISURE
134,884,415
1,362,475
$0.84
31,598
CONVENTIONS*
13,237,566
473,769
$0.36
2,196
*Conventions campaign ran 8.1.21 - 10.31.21
TOTAL WEBSITE VISITORS
AVG. WEBSITE DURATION
1,623,395
1:26
arrivalist
5,853 attributed arrivals
18 • 2021–2022 Annual Report
56.8% arrival lift percent
1.24 per thousand arrival rate
MARKETING AND COMMUNICATIONS STRATEGY AND RESULTS
annual report
For every dollar invested in paid Corpus Christi’s digital media, $12.28 has been generated in the destination
Visit Corpus Christi • 19
Launch of New Data Focused Branding Visit Corpus Christi has officially unveiled an all-new brand and look, boldly showing the world that Corpus Christi is the Gulf Coast Capital. With the creative workings and strategic media placing of MMGY Global, Visit Corpus Christi’s new brand includes a vibrant and bold take on what it means to not only be a coastal destination, but the Gulf Coast Capital for coastal and outdoor recreational experiences. The brand was unveiled at the Gulf Coast Capital Night press conference in July 2021.
20 • 2021–2022 Annual Report
MARKETING AND COMMUNICATIONS STRATEGY AND RESULTS
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A MODERN APPROACH
terminal results
Over 9.92M impressions came from the targeted Corpus Christi audience, with 13,569 clicks and a 0.14% click-thru rate, doubling the industry benchmark.
Visit Corpus Christi • 21
annual report
visit corpus christi campaigns
coast like a texan summer campaign Key Campaign Insights Visit Corpus Christi’s 2021 summer marketing campaign, Coast Like A Texan, had a successful run for the 2021 year, with results far exceeding expectations. Running from June through July, key campaign insights include over $5 million dollars generated in Expedia revenue driven directly through Coast Like A Texan paid media and $354,000 generated in Sojern economic impact driven directly through Visit Corpus Christi advertising. From the summer campaign, 24,636 total room nights were booked for more than $4.4 million in revenue, and an additional 1,631 flights for $632,000 in revenue with over 736,000 searches through Google and Bing.
X2
Overall campaign click-thru rate from all three channels (0.56%) doubling the industry benchmark Performance Benchmarks by vendor
x7.6
13.9 million $5+
million
$354,000
24,636 room nights
22 • 2021–2022 Annual Report
Higher than standard industry performance for MobileFuse units (7.71% vs 4%) Impressions for digital OOH from Austin, San Antonio, Houston and Dallas In Expedia revenue driven directly through Coast Like a Texan paid media In Sojern economic impact driven directly through paid media advertising Total room nights booked for more than $4.4 million in revenue, and an additional 1,631 flights for $632k in revenue with over 736k searches
visit corpus christi campaigns
annual report
MobileFuse Rich Media Units
Visit Corpus Christi • 23
annual report
visit corpus christi campaigns
LEISURE CAMPAIGN HIGHLIGHTS
$0.84
Cost per engagement exceeds our goal of $1.19 due to the diverse media mix, and ongoing optimizations made throughout the duration of the campaign
click through rate exceeded goals by over
2x
in economic impact from our Online travel agency & endemic partnerships
1.3m
engagements which exceeded the goal of 1.1m by 16%
POSITIVE RESULTS
beyond front facing media KPIs: Longer in-market visitation, more in-market spend, and higher brand awareness via Arrivalist 24 • 2021–2022 Annual Report
$8.8m
135,100,758 total Media Impression
surpassed cost per engagement and engagement goals due to a mix of strong targeting, engaging creative messaging/ units & robust content to dive deeper into the website
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GULF COAST CAPITAL COMMUNITY NIGHT
community night
Gulf Coast Capital Night – July 2021 Visit Corpus Christi hosted the first Gulf Coast Capital Night, created to instill pride in the Corpus Christi community with the rally cry to put Corpus Christi on the map as The Gulf Coast Capital and to educate the public on the importance of being a #CCME ambassador for tourism promotion.
26 • 2021–2022 Annual Report
Visit Corpus Christi • 27
28 • 2021–2022 Annual Report
PUBLIC RELATIONS INITIATIVES
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Launched Bold Public Relations Initiatives
Print Advertisements in Texas Monthly, ROVA, Southern Living AFAR, Fox News, People Magazine, Living Magazine
Visit Corpus Christi • 29
5
Marketing top 5 wins of the year!
1
Launch of new data focused branding Paid media goals reached for 2020-2021 for Leisure and Conventions Marketing, with 139,657,125 impressions and 1,754,812 total engagements. Persona-based content marketing with 1,623,395 total website visitors and a 1:26 average website duration.
2
Coast Like a Texan Campaign - February 2021
$5M+ generated in Expedia revenue through campaign paid media
successful campaign run from June through July
$354,000 generated in Sojern economic impact through paid advertising
24,636 total room nights booked for more than $4.4 in revenue
First Meeting & Conventions Marketing Campaign - August 2021 Our Coast Your Own Way Campaign incentivized meeting planners and groups to plan their meeting in Corpus Christi. Every KPI of this campaign exceeded: CPE BY
CTR BY
ENGAGEMENTS BY
CPI BY
10%
80%
7%
100%
4
additional 1,631 flights for $632,000 in revenue
3
Gulf Coast Capital Night - July 2021 Hosted the first Gulf Coast Capital Night, created to instill pride in the Corpus Christi community with the rally cry to put Corpus Christi on the map as The Gulf Coast Capital and to educate the public on the importance of being a #CCME ambassador for tourism promotion.
Launched Bold Public Relations Initiatives through print and earned media placements:
62,066
20,293
TOTAL EMAIL SUBSCRIBERS
TOTAL MENTIONS IN EARNED MEDIA
5 Visit Corpus Christi • 31
annual report
EXPERIENCE DEVELOPMENT STRATEGY AND RESULTS
experience mission
To create highly personalized and extraordinary memories.
1
2
3
Connect with all visitors inmarket to maximize overall guest experiences and satisfaction.
Expand engagement with educational institutions to support a pipeline of workforce development.
Strategically develop experiences that align with targeted visitor profiles and support increased visitor spending in-market.
meet the team
MEREDITH DARDEN Vice President of Experience
SAMMIE RAMÓN Leisure Engagement Manager
MALLORI JOHNSON Destination Services Manager
EMILY PAULISON Leisure Engagement Assistant
Experience Development Strategy
experience objective
Create a POSITIVE lasting impression of Corpus Christi by aiding in travel planning and engaging in face to face interaction with visitors to increase visitor volume, satisfaction, length of stay and visitor spend.
Visit Corpus Christi • 33
Visit Corpus Christi Tourism Academy More than just a customer service training program, the Visit Corpus Christi Tourism Academy is a multi-level training program for industry employees that will guide them through very specific stages of their careers. Each level within the Academy will provide our local workforce with the tools needed to cultivate a thriving and prosperous industry. Not only does this program provide participants the opportunity to understand the power of tourism and grow their knowledge of Corpus Christi’s area attractions, restaurants, hotels, but it also supports career advancement and development of industry knowledge for emerging leaders in our local industry, to prepare them for establishing a presence on a state and nationwide level. The three main goals of the Visit Corpus Christi Tourism Academy are:
Enhance the Visitor Experience
34 • 2021–2022 Annual Report
Create a more skilled workforce
Employee Retention & Engagement
EXPERIENCE DEVELOPMENT STRATEGY AND RESULTS
annual report
meet the gulf coasters As part of our initiative to reimagine visitor services in FY 2021, we completely redeveloped how we will engage with our leisure and group travelers outside of our traditional brick and mortar visitor information center in a way that really captures the energy and vibe of the Gulf Coast Capital! The Gulf Coasters program has three main goals: • Find and interact with visitors in areas of high visitor concentration • Collect Net Promoter Score surveys to establish a baseline for visitor satisfaction and future goals to improve that score • Promote increased visitor spending through raising awareness of things to do “off the beach.” On May 18th, Visit Corpus Christi and the Padre Island Business Association celebrated the return of PIBA Mixers at Beach Bum Cart Rentals on Padre Island and officially launched the Gulf Coasters Leisure Engagement Program. The Gulf Coasters Crew has since been operating at Whitecap Beach and Windward Beach engaging with visitors to get them off the beaches and into local businesses to increase visitor spending.
Visit Corpus Christi • 35
2020-2021 RESULTS
The goal of the Experience Department is to create highly personalized and extraordinary memories for every visitor to Corpus Christi.
coast your own way attractions pass
INCLUDES ADMISSION TO:
Art Museum of South Texas
USS Lexington Museum
South Texas Botanical Gardens and Nature Center
Texas State Aquarium
Corpus Christi Museum of Science and History
650
1,560
869
TOTAL ORDERS
TOTAL PASSES SOLD
INDIVIDUAL TICKETS SOLD
Total Direct Merchant Payments: $84,471
36 • 2021–2022 Annual Report
EXPERIENCE DEVELOPMENT STRATEGY AND RESULTS
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department metrics Visitor Information Center
Gulf Coasters
2,884
440
visitors served
summer surveys collected
82
$7,276
visitor satisfaction
revenue generated
(net promoter) score
Digital Experience Packages
6
packages created
Visitor Average In-Market Spending
$50.66 per person per day 3% increase since fy 2020 *Affinity Credit Card data via Zartico
4,986
total redemptions
Visitor Length of Stay
2.14 days
*Arrivalist geolocation data
Visit Corpus Christi • 37
EXPERIENCE DEVELOPMENT STRATEGY AND RESULTS
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Summer Visitor Sentiment Survey Summary 300
Numbers of Responses
78% visiting for vacation
200
Reasons for visiting
100
0 Vacation
Visiting family or friends
Special Event
Business
Sports Event or Tournament
Conference or Tradeshow
Restaurants
73% stayed overnight
300
Numbers of Responses
Wedding
where people stayed 200
100
0 Hotel/Resort/Motel
38 • 2021–2022 Annual Report
Short Term Rental
Private Residence
Campground or RV Park
Daytrip
EXPERIENCE DEVELOPMENT STRATEGY AND RESULTS
annual report
In state vs out of state
Out of State
Texas
9.37 9.74
Texas Out of State
13%
0
2
4
6
10
5.24 4.6
Texas Out of State
87%
0
1
2
3
4
5
Average Party Size
4.11 5.04
Texas
Out of state visitors rated their visit slightly better (9.74 vs. 9.3) and stayed slightly longer (5.04 days vs. 4.11 days), but traveled in smaller parties (4.6 people vs. 5.24 people)
8
Average Sentiment Rating
Out of State 0
1
2
3
4
Average Length of Stay (Days)
5
5
experience top 5 wins
of the year!
1
Water Street Visitor Info Center Ribbon Cutting – January 2021 The Visitor Info Center is located in the heart of downtown, between Waterstreet restaurant and the Texas Surf Museum. Our friendly team of Gulf Coasters will provide visitor information, discount coupons, maps, and other travel literature to visitors of Corpus Christi.
40 • 2021–2022 Annual Report
2
Reimagined Visit Corpus Christi Tourism Academy – April 2021 More than just a customer service training program, the Visit Corpus Christi Tourism Academy is a multi-level training program for industry employees that will guide them through very specific stages of their careers.
3
Gulf Coasters Program launch – May 2021 Visit Corpus Christi and the Padre Island Business Association celebrated the return of PIBA Mixers at Beach Bum Cart Rentals on Padre Island and officially launched the Gulf Coasters Leisure Engagement Program.
New destination inspiration guide launch – June 2021
30,280
3,325
total distributed
total downloaded
5
4
11
47
different countries
different states
Signature Event & Experience Development – TSAE Beach Party/ Excursions – September 2021
80.39%
75.4%
$240,017
excellent
excellent
economic impact 500 room nights
opening reception rating
excursions rating
during low season
SALES STRATEGY
sales mission
To promote Corpus Christi as
the Gulf Coast Capital and premiere meeting and convention destination by marketing our natural resources, first-inclass facilities, and accommodations.
about sales
The Sales team functions as the primary salesforce for contracting group and convention business for the city of Corpus Christi. Strategizing to create targeted direct sales leading to new business opportunities that contribute to the economic impact of Corpus Christi, is our primary job function.
42 • 2021–2022 Annual Report
SALES STRATEGY AND RESULTS
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SALES objective
serve as the primary sellers for contracting group business for the city of Corpus Christi.
1
2
3
Strategize to create targeted direct sales leading to new business opportunities.
Target marketing efforts such as tradeshow participation & meeting planner incentive campaigns.
Collaborate to create impactful, new group Sales and Marketing campaigns.
5
6
Create competitive group pricing packages with industry partners.
Provide convention and group service client management services.
4 Conduct site and familiarization (FAM) tours to strategic locations.
meet the team
NICOLE OLIVARES Vice President of Sales
TRAVIS MILUM Director of Association Sales
JACKIE ORBE Sales Coordinator
Visit Corpus Christi • 43
2020-2021 RESULTS
The goal of the sales team is to promote Corpus Christi as the top destination for group travel by marketing our natural resources, first-class facilities and accommodations. The meetings industry is gradually rebounding, and the sales team remains determined to book conventions & meetings in future years of 2022 and beyond.
new booking highlights
44 • 2021–2022 Annual Report
2021
US Sailing Multi-hull Championships
2022
Knights of Peter Claver Annual Youth Conference
2022
South Texas Press Association Annual Convention
2022
Executive Womens International Leadership Conference
2022
South Central Chapter American Association of Airport Executives Annual Conference
2024
Texas Society of Certified Public Accountants Midyear Board Meeting
2024
Samoyed Club of America National Specialty
SALES STRATEGY AND RESULTS
annual report
future definite meetings outlook Contracts Received for Future Years
55 total events
73,932
81,115
attendees
room nights
$50.9 million economic impact
tentative business forecast potential business for corpus christi
73 total events
62,715
54,688
attendees
room nights
$23.6 million economic impact
Visit Corpus Christi • 45
metric results Hotel Leads
139
Group Hotel Demand
Request for proposals
29,630
Convention Group ADR
Showcase Corpus Christi
$130.09
7
average daily rate *Metric Results data via SimpleView
46 • 2021–2022 Annual Report
room nights
site visits
SALES STRATEGY AND RESULTS
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Visit Corpus Christi • 47
annual report
sales meetings and conventions
First Meetings and Conventions Marketing Campaign - August October 2021 Visit Corpus Christi launched the 2021 Meetings and Convention campaign, Coast Your Own Way, to incentivize meeting planners and groups to plan their meeting in Corpus Christi, Texas. The campaign consists of media marketing efforts, with a heavy push on digital mediums inclusive of digital banner ads, social media, and email deployment with calls to action to submit an RFP. Overall, the conventions campaign generated 4,099,833 impressions across Facebook/Instagram and LinkedIn at an average CPM of $18. These ads generated 20 quality leads by targeting job titles and utilizing retargeting efforts to reach a high intent audience.
473k ENGAGEMENTS this exceeds the goal of 438k by more than 10%
Convention Campaign Highlights
Every KPI of this campaign was exceeded, CPE by 10%, CTR by 80%, engagements by 7%, and CPI by 100%
The video completion rate was 70%, well above the industry average of 60%
The top six destinations for planners that are currently researching are considering hosting their next meeting in: Virginia, North Carolina, Texas, Colorado, Nevada, Illinois
Users for this campaign overindex for the below segments when compared to the general internet population: B2B Decision Makers, Sports, IT Professionals, Consumer Packaged Goods, Green Lifestyle, Outdoors
Planners who engaged with this campaign are part of organizations that are between 100 and 999 employees and are a Fortune 1000 company
They fall into the following industries: Mining, Oil & Gas, Utilities, Administrative & Support Services, Hospitality & Food Service, Agriculture, Forestry & Fishing, Real Estate
Visit Corpus Christi • 49
5
sales top 5 wins
of the year! 16 groups worth $20.5 million in economic impact meeting at the American Bank Center from October 2021-December 2022
1
Definite Convention Center Group Business
16 groups worth $20.5 million in economic impact meeting at the American Bank Center from October 2021-December 2022
50 • 2021–2022 Annual Report
2
first annual calls for the coast
27
675
4
39
14
partners that volunteered
phone calls were made
rfps generated
additional prospective leads
virtual tours requested
3
Meetings Tradeshow Presence Sales team attended 8 tradeshows & 6 additional industry networking events in the Austin market where most of our clients are based We met with 135 planners face to face during one-on-one appointments Resulting in 12 RFPs, one definite booking, and one site visit
destinations in which attendees are more likely to attend!
4
PORTLAND
Two-thirds of planning professionals are likely to book in a coastal stop. 64% of planning professionals are likely to book a meeting, conference, or convention in a coastal destination.*
MINNEAPOLIS
*Portrait of the Meeting & Convention Travel, Wave III 2021, MMGY Global
CORPUS CHRISTI CLEVELAND
5
New Group Meetings Incentive Offer – Launched September 2021 Booked one definite group during need time of September 2022 worth 1,325 total room nights and $515,000 in economic impact $490,000 ROI in the first 60 days of program launch 3 additional groups with strong interest in booking their meeting in Corpus Christi with this offer
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sTRATEGY INITIATIVES
the outlook ahead: strategic plan 2021-2023 While we have plenty of work to do this year, we are confident in the goals we have set in place for our organization to achieve. We know that in doing so we will continue to support the growth of the local tourism market and spotlight Corpus Christi as a worldclass destination for travel.
As we embark on the second year of our strategic plan, Visit Corpus Christi is committed to these four key initiatives outlined below: Launch a new website to boost our digital presence, inspire travel, and attract more visitors to the area
Create a Sports Commission to recruit large water and land sporting events, conferences, and clinics to Corpus Christi
52 • 2021–2022 Annual Report
Build a Film & Music Commission to drive new opportunities to Corpus Christi and the Coastal Bend area
Partner with the Corpus Christi International Airport to bring more visitors to Corpus Christi by creating more airlift options that support leisure and business travel
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STRATEGY INITIATIVES
INCLUSIVE COMMUNITY ALIGNMENT Visit Corpus Christi recently launched the #CCME campaign focused on brand awareness and messaging that reaches our community through advocacy and support for the local tourism industry.
Driven Organization Visit Corpus Christi reimagined the visitor experience by opening a new Visitor Info Center located in the Water Street Market. This location enables the Visit Corpus Christi team to enhance the visitor experience right in the heart of our growing tourism market in downtown Corpus Christi.
bold smarketing Visit Corpus Christi recently unveiled a new brand by incorporating a new logo along with our new vision of making Corpus Christi the Gulf Coast Capital of outdoor and recreational experiences.
54 • 2021–2022 Annual Report
STRATEGY INITIATIVES
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COLLABORATIVE EXPERIENCE DEVELOPMENT Visit Corpus Christi’s Experience department has built a cohesive team of motivated and passionate individuals we refer to as the “Gulf Coasters”. Our Gulf Coasters program allows our organization to capture the visitor experience in high foot traffic areas, such as the beach, which supports our goals of providing high-quality customer service and satisfaction.
annual report
SHORT TERM RENTAL AND HOTEL PERFORMANCE
SHORT TERM RENTAL AND HOTEL PERFORMANCE
*Data via STR
*Data via KeyData
56 • 2021–2022 Annual Report
SHORT TERM RENTAL AND HOTEL PERFORMANCE
METRIC
HOTELS
HOTEL OCCUPANCY TAX
VS. PREV FY
1,825,371 Room Nights
13% Increase
$179,850,210 In Revenue
27% Increase
$98.53 Adr
13% Increase
$56.56 Revpar
SHORT TERM RENTALS
annual report
12.6% Increase
55.7% Adjusted Paid And Owner Occupancy
1% Increase
$862 Average Stay Value
11% Increase
$182 Adr
17% Increase
$93 Adjusted Revpar
19% Increase
$14,112,678
36% Increase
annual report
FINANCIALS
financial highlights Statement of Revenues, Expenses, and Changes in Financial Position The breakdown of the operating budget supports the actions of the annual business plan and organizational strategic plan. As Visit Corpus Christi takes the next step in fulfilling our mission of sharing Corpus Christi with the world, increased reach of our advertising efforts along with developing a more memorable in destination experience will be our primary focus this year.
Group Sales 9%
Visitor Center 1%
Administration
Experience Development
21%
12%
$5.7 Million annual budget
Marketing & Communications 57%
FINANCIALS
assets
annual report
fixed assets
Current Assets
127,422
1,599,519
Vehicle, Equipment and Leasehold Improvements
Accounts Receivable
200,732
Less: Accumulated Depreciation
(79,367)
TOTAL CURRENT ASSETS
1,800,251
Website
69,000
Less: Accumulated Amortization
(23,001)
Total Cash
TOTAL FIXED ASSETS
94,054
LIABILITIES
other assets
Prepaid Expenses
396,379
Heritage Society Loan
100,000
PPP Loan
228,853
Rebillable Expenses
-
Total Long term Liabilities
228,853
Total Other Assets
496,379
TOTAL FIXED ASSETS
$2,390,683
Long Term Liabilities
CURRENT LIABILITIES
Trade Accounts Payable
545,384
Accrued Expenses
-
Due To/From Heritage Society
3,966
Salary & Benefits Payable
62,123
Miscellaneous Payables
208
Total Current Liabilities
611,680
Deferred Revenue
-
TOTAL LIABILITIES
$840,533
net assets
Unrestricted Net Assets
1,597,698
Current Year Net Assets
(47,548)
TOTAL NET ASSETS
$1,550,150
TOTAL LIABILITIES & NET ASSETS
$ 2,390,683
Visit Corpus Christi • 59
@VisitCorpuschristi VisitCorpusChristi.com
VISIT CORPUS CHRISTI
VISITOR INFO CENTER
400 Mann St. Suite 1100
309 N. Water St. Suite D
Corpus Christi, TX 78401
Corpus Christi, TX 78401
(361) 881-1888
(361) 561-2000