BOARD ORIENTATION
GUIDEBOOK Visit Corpus Christi
|
FY 2023-2024
BOARD ORIENTATION
INTRODUCTION
family of
Visit Corpus Christi is a 501 (c) (6) Destination Management Organization contracted by the city of Corpus Christi with a mission to strengthen our 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.
The Corpus Christi Sports Commission’s
Meet Corpus Christi is our sales
The Film & Music Commission serves
mission is to strengthen our community
department, whose mission is to
the film and music industries and the
by driving the sports tourism economy
promote Corpus Christi as a premier
Coastal Bend area for the promotion
and enhancing local sports culture.
meeting and convention destination.
of film and music opportunities.
2 • 2023-2024 Board Orientation
INTRODUCTION
BOARD ORIENTATION
The Corpus Christi Gulf Coasters
The Gulf Coast Capital Store offers
The Visit Corpus Christi Foundation, a
Crew is our team of friendly beach
Corpus Christi-themed memorabilia
501 (c) (3) nonprofit, promotes tourism
ambassadors ready to enhance visitors’
and coastal-inspired apparel, both
awareness, education, and cultural
experiences with surveys and prizes.
in-store and online.
preservation through donations.
data utility by tracking trends and
The Tourism Public Improvement District
The Visit Corpus Christi Tourism
ensuring interdepartmental and
(TPID) is a 2% tax on hotel stays in
Academy boosts tourism impact by
external access to aid our decision
Corpus Christi, with 40+ rooms, which
inspiring front-line hospitality staff to
making and the community as a whole.
funds tourism improvements.
create memorable visitor experiences.
Our Data Science program maximizes
BeCC encourages visitors to embrace
#CCME: Unite, showcase community
Corpus Christi’s ‘live, work, play’
pride, and explore Corpus Christi,
lifestyle, promoting relocation to
encouraging tourism and sharing Gulf
the Coastal Bend.
Coast Capital experiences. Visit Corpus Christi • 3
TABLE OF CONTENTS Board Orientation 6
Welcome to the Board
7
2023–2024 Board Members
8
Who are we at Visit Corpus Christi
10
Leading Organization
12
Economic Impact Study
14
Marketing and Communications Strategy
16
Experience Development Strategy
18
Convention Sales and Services Strategy
20
Research Strategy
21
Administration Strategy
22
Sports Commission Strategy
26
Film and Music Commission Strategy
30
TPID Board of Directors
32
Need to Know
34
DestinationNext Futures Study
36
Corpus Christi DestinationNext Assessment
38
Strategy Initiatives
40
Visit Corpus Christi Staff
42
Top 5 Ways to be a Great Board Member
44
FY 23-24 Annual Budget / Forecasted TPID Budget
46
Bylaws
Welcome Board Members, I hope this letter finds you in good health and high spirits. It is with great pleasure that I welcome you as the newest member of the Visit Corpus Christi Board of Directors. Your appointment to this esteemed position reflects the trust and confidence we have in your abilities and your commitment to the betterment of our community and this organization. Visit Corpus Christi is dedicated to promoting our beautiful coastal city as a premier tourist destination, and our mission is to showcase the unique charm, culture, and natural beauty of Corpus Christi to visitors from around the world. With your valuable insights and expertise, I am confident that together, we will continue to make significant strides in achieving these goals and fulfilling this mission as the Gulf Coast Capital. Your appointment to our board brings a wealth of knowledge and experience that will undoubtedly benefit this organization. We eagerly anticipate your contributions, fresh perspectives, and innovative ideas as we work together to enhance the tourism industry in Corpus Christi. Your presence on the board will enrich our discussions and decisions, guiding us towards a prosperous and sustainable future. I encourage you to immerse yourself in the activities and initiatives of Visit Corpus Christi and actively participate in our board meetings, subcommittees, and events. Your involvement will not only shape this direction but also foster meaningful connections with our fellow board members and the broader community. As we embark on this journey together, please know that my team and I are here to support you every step of the way. If you have any questions, require additional information, or simply wish to discuss matters related to Visit Corpus Christi, please do not hesitate to reach out. Thank you for your commitment to Visit Corpus Christi’s cause, and I am excited to witness the positive impact your contributions will have on this organization and our beloved Corpus Christi.
Sam Canavati
Visit Corpus Christi Board Chair
2023-2024 BOARD COMMITTEE
BOARD ORIENTATION
2023–2024 executive committee SAM CANAVATI CHAIR
RICHARD LOMAX VICE CHAIR
CHRIS HAMILTON
NATALIE VILLARREAL SECRETARY
DEVEN BHAKTA
TREASURER
IMMEDIATE PAST CHAIR
PETER ZANONI
MAYOR PAULETTE GUAJARDO
AT-LARGE
AT-LARGE
Visit Corpus Christi • 7
WHO we are Executive Summary Serving as the Destination Marketing Organization for the city of Corpus Christi, Visit Corpus Christi strives for continued growth in the new four-year strategic plan. With the support of our local community, stakeholders, and city leaders, Visit Corpus Christi continues to advance in its goal to help the city become the “Gulf Coast Capital” of Texas making us one of the top travel destinations in Texas. Annually, Corpus Christi welcomes over 10 million visitors who spend $1.4 billion, generating $30+ million in sales tax revenues, and contributing 26% of citywide sales tax collections. Visit Corpus Christi is committed to our community and the need of community shared value. It is important to the organization that our residents understand the impact tourism has on the local economy and shares the sentiment of our vision in “Creating a better community by sharing Corpus Christi with the world.” Our growing economy, convention facilities, sports venues, hotels, and experiences are the key to making Corpus Christi the best place to live and visit. Destination Marketing Accreditation Program To achieve DMAP accreditation, Visit Corpus Christi was required to undergo an intensive application process and demonstrate continued adherence to the highest level of industry standards. Visit Corpus Christi demonstrated compliance by meeting and exceeding the extensive list of industry standards and joins the ranks of more than 200 destination organizations globally that have obtained DMAP recognition.
8 • 2023-2024 Board Orientation
INTRODUCTION
BOARD ORIENTATION
our values bold
true
driven
collaborative
unifying
inclusive
our vision TO BECOME THE GULF COAST CAPITAL FOR YEAR-ROUND EXPERIENCES & EVENTS
our mission STRENGTHENING OUR COMMUNITY BY SHARING CORPUS CHRISTI WITH THE WORLD
Visit Corpus Christi • 9
leading organization Visit Corpus Christi secured significant awards this year, earning international industry recognition and positioning the Gulf Coast Capital as a must-see leisure destination. AWARDS •
DMO of the Year Award recieved by the Texas
•
Campaign awarded by the American Advertising
Association of Convention and Visitor Bureaus •
Integrated Marketing Program of the Year recieved by the Texas Association of Convention and Visitor Bureaus
•
eTourism Summit •
•
•
Gold ADDY Award for the Gulf Coaster Guerilla Marketing Campaign awarded by the American Advertising Federation - Corpus Christi Chapter
•
Gold ADDY Award for the Integrated Media Campaign “Coast Like a Texan” awarded by the American
Gold International HSMAI Adrian Award for the “Coast Like a Texan” Video Campaign
•
Federation - Corpus Christi Chapter
eTSY International Gold Award for Innovative Brand Refresh of the Gulf Coast Capital awarded by the
Best of Sales & Marketing for the Holiday Merch
Advertising Federation - Corpus Christi Chapter •
Silver ADDY Award for the Integrated Holiday Merch
Silver International HSMAI Adrian Award for “Positioning
Campaign awarded by the American Advertising
Corpus Christi as the Gulf Coast Capital”
Federation - Corpus Christi Chapter
Best of Show for “100 Years Later” by Knightstorm
•
Bronze Honorable Mention from the CCME Selfie
Productions for Visit Corpus Christi awarded by the
Challenge awarded by the American Advertising
American Advertising Federation - Corpus Christi Chapter
Federation - Corpus Christi Chapter
10 • 2023-2024 Board Orientation
LEADING ORGANIZATION
BOARD ORIENTATION
Visit Corpus Christi • 11
BOARD ORIENTATION
ECONOMIC IMPACT STUDY
last year in
CORPUS CHRISTI Visitors Spent $1.44 billion in our community.
tourism's impact is enough to fund...
Without tourism, each household would need to spend an additional
$12,288 ANNUALLY in local
establishments.
that's the power of travel.
Economic Impact Study A study on Corpus Christi’s travel and tourism industry revealed that it surpasses other Texas beach destinations in terms of economic impact. The study, conducted by the Visit Corpus Christi research team, used data from Dean Runyan Associates, Source Strategies, and STR Inc. to analyze overnight hotel stays and lodging revenue. The report highlights Corpus Christi’s leading position among coastal destinations like Galveston, South Padre Island, Port Aransas, and Rockport.
12 • 2023-2024 Board Orientation
Scan to read more on our Economic Impact of Travel in Corpus Christi
ECONOMIC IMPACT STUDY
BOARD ORIENTATION
BUILD A PLACE PEOPLE WANT TO VISIT: THE DESTINATION MANAGEMENT CYCLE If you build a place where people want to visit, you’ll build a place where people want to live.
If you build a place where
If you build a place where
business needs to be, you’ll
people want to live, you’ll
build a place where people
build a place where people
have to visit.
want to work.
If you build a place where people want to work, you’ll build a place where business needs to be.
marketing and communications strategy MARKETING MISSION To position Corpus Christi as the Gulf Coast Capital - a 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.
Meet The Team
Emily Zertuche, CTE
kathryn hyatt
Danielle galindo
america segura
erica tamez
Chief Marketing Officer
Sr. Director of Marketing
Creative Director
Public Relations Manager
Strategic Implementation Manager
Savannah garza
Jackie gonzalez
Hannah Ryan
kylie marchitello
morgan gunter
Marketing Manager
Staff Writer
Graphic Designer
UI/UX Designer
Communications Coordinator
14 • 2023-2024 Board Orientation
MARKETING AND COMMUNICATIONS STRATEGY
BOARD ORIENTATION
Marketing Metrics Visit Corpus Christi’s marketing department focuses on increasing tangible goals through marketing Key Performance Indicators (KPIs) which include increasing digital reach on website, social, and digital media channels, increasing and expanding the number of email subscribers, expanding earned media efforts, and measurable success after the launch of the Visit Corpus Christi website.
Department
Metric
Tracking Mechanism
Marketing ROI
Quarterly: Visitor Tracking Dashboard
Digital Reach/Impressions
Quarterly: MMGY
Web Sessions
Quarterly: Google Analytics
Earned Media
Quarterly: Cision Report
Marketing
BUDGET
The marketing budget for Visit Corpus Christi is strategically divided to provide the most return on investment with paid media efforts spanning leisure media, meetings and conventions, sports, film and music, as well as public relations.
Visit Corpus Christi • 15
EXPERIENCE DEVELOPMENT strategy EXPERIENCE MISSION To create highly personalized and extraordinary memories. EXPERIENCE STRATEGY With the success that the Marketing Team has had reaching new visitor audiences, the importance of reaching and engaging with visitors in-market is more important than ever. While measuring the impact each objective has on the overall visitor experience will be hard to quantify, success will be gauged by the following metrics: — Visitor spending per person, per day — Leisure traveler net promoter scores — Average length of visitor stay
Meet The Team
16 • 2023-2024 Board Orientation
Meredith Darden, Cdme
reBEKAH SANTOYO
Chief of Staff
Retail Coordinator
EXPERIENCE DEVELOPMENT STRATEGY
BOARD ORIENTATION
experience Metrics Visit Corpus Christi’s experience department focuses on increasing tangible goals through experience Key Performance Indicators (KPIs) which include increasing visitor average spending, visitor length of stay, and leisure visitor sentiment.
Department
Metric
Tracking Mechanism
Visitor Length of Stay
Annually: Dean Runyan Study
Visitor Average Spending
Annually: Dean Runyan Study
Leisure Surveys Collected
Quarterly: Google Forms
Leisure Visitor Sentiment
Quarterly: Google Forms
Experience
BUDGET
The experience budget for Visit Corpus Christi is strategically divided to provide the most return on investment through community & visitor engagement and leisure experience development.
Visit Corpus Christi • 17
sales and services strategy SALES MISSION To promote Corpus Christi as the Gulf Coast Capital and premier meeting and convention destination by marketing our natural resources, first-in-class facilities, and accommodations.
Meet The Team
Nicole Olivares, cmp
Travis Milum, cmp
rebekah everhart
Mary Herrera
Vice President of Sales & Services
Senior Director of Accounts
Director of Accounts
Sales Coordinator
mallori johnson
jaclyn kiefer
Destination Services Manager
Destination Services Coordinator
18 • 2023-2024 Board Orientation
CONVENTION SALES AND SERVICES STRATEGY
BOARD ORIENTATION
sales Metrics Visit Corpus Christi’s sales department focuses on increasing tangible goals through sales Key Performance Indicators (KPIs) which include group hotel demand, total economic impact, and convention planner and attendee sentiment.
Department
Metric
Tracking Mechanism
Group Hotel Demand
Quarterly: Simpleview
Total Economic Impact
Annually: Simpleview
Convention Planner Sentiment
Quarterly: Google Forms
Convention Attendee Sentiment
Quarterly: Google Forms
Sales
sales budget The Sales budget for Visit Corpus Christi is strategically allocated to provide the most return on investment with tradeshows and sales missions, client relations, event hosting, convention funding, and sales administration.
Visit Corpus Christi • 19
research strategy RESEARCH MISSION To position Visit Corpus Christi as the leading resource for travel and tourism data and analytics, optimize organizational efforts, target marketing more precisely, and share insights with the community. RESEARCH STRATEGY Elevate Corpus Christi as a destination by providing innovative, first-class datadriven services internally and to external partners and stakeholders.
Meet The Team
Mike Imburgio, phd
Managing Director 20 • 2023-2024 Board Orientation
administration strategy ADMINISTRATION MISSION Cultivate a thriving, engaged, high-performing team that drives Visit Corpus Christi's mission, growth, and success. ADMINISTRATION STRATEGY To ensure Visit Corpus Christi's success, the administration team places a high priority on building a high-performing team that is aligned with a focus on diversity, continuous training, and effective communication. Additionally, the team is dedicated to upholding a strong emphasis on employee well-being and recognizes that leadership plays a crucial role in ensuring long-term growth and success.
Meet The Team
meredith darden, cdme
Christina Cortez
thao natterer
laura kocian
Chief of Staff
Office Coordinator
Director of Finance
Staff Accountant
Visit Corpus Christi • 21
sports commission strategy SPORTS MISSION To strengthen our community by driving the sports tourism economy. SPORTS VISION To be the Gulf Coast Capital for Sports.
Meet The Team
joey jewell, sts
breanna martinez
Emily rees
mary herrera
Executive Director
Sports Development Manager
Sports Services Manager
Sales Coordinator
22 • 2023-2024 Board Orientation
SPORTS COMMISSION STRATEGY
BOARD ORIENTATION
sports Metrics Visit Corpus Christi’s sports department focuses on increasing tangible goals through sports Key Performance Indicators (KPIs) which include total room nights, total economic impact, and sports planner and attendee sentiment.
Department
Sports
BUDGET
Metric
Tracking Mechanism
Total Room Nights
Quarterly: Simpleview
Total Economic Impact
Quarterly: Simpleview
Sports Planner Sentiment
Quarterly: Google Forms
Sports Attendee Sentiment
Quarterly: Google Forms
The sports budget for Visit Corpus Christi is strategically divided to provide the most return on investment through marketing and communications, administration and sports sales initiatives.
Visit Corpus Christi • 23
corpus christi sports council members The Corpus Christi Sports Council functions as an advisory and resource development entity to the Corpus Christi Sports Commission under the auspices of Visit Corpus Christi. The Council supports the Corpus Christi Sports Commission’s mission to strengthen our community by driving the sports tourism economy.
DR. MISTY KESTERSON
JOSIAH CASTRO
TEXAS A&M UNIVERSITY - CORPUS CHRISTI
TEXAS A&M UNIVERSITY - CORPUS CHRISTI
BRADY BALLARD
ROBERT DODD
CORPUS CHRISTI HOOKS
DANNY MELISE
CORPUS CHRISTI PARKS & RECREATION
TIMOTHY FRAZIER
AMERICAN BANK CENTER
CORPUS CHRISTI POLICE DEPARTMENT
ALYSSA MASON
KC CHAUDHARI
DOWNTOWN MANAGEMENT DISTRICT
ISLAND RESORT
JOHNNY PHILIPELLO
JOSH RICHLINE
BUCCANEER COMMISSION
CORPUS CHRISTI YACHT CLUB
DR. ROLAND HERNANDEZ
KELLY TAYLOR
CCISD
PADRE ISLAND NATIONAL SEASHORE
CHARLES BURNS
AL ARREOLA
KIII NEWS
24 • 2023-2024 Board Orientation
UNITED CHAMBER OF COMMERCE
2023-2024 CORPUS CHRISTI SPORTS COUNCIL
BOARD ORIENTATION
corpus christi sports council bylaws The Sports Council is a working council in the sense that council members will be expected to: Administration 1.
Attend quarterly meetings.
2. Participate and engage in Council meeting discussions. 3.
Advise on Corpus Christi Sports Commission’s Strategic Plan.
Public Relations & Content Generation 1.
Support public relations and community awareness opportunities in cooperation with Corpus Christi Sports Commission and Visit Corpus Christi marketing team.
Community Development 1.
Discuss needs for sports venues and strategize for the advocacy for their development.
2. Advise on corporate social responsibility opportunities (e.g., owned events and support of local charities). 3.
Discuss potential recipients for Visit Corpus Christi Foundation monies.
Events 1.
Assist with event planner site visits (e.g., input and assistance in planning, lodging, meals, transportation, and local attractions).
2. Financial resources (event sponsorships/bid fees, referrals to local groups who may be interested in event sponsorships/bid fees, medical, hospitality, in-kind donations to cover required event services, etc.). 3.
Serve on Local Organizing Committees for Sports Commission owned events and/or “city-wide” and “mega” events.
Makeup & Structure of the Corpus Christi Sports Council The Sports Council is made up of representatives from the Visit Corpus Christi Board, government, corporate, venue, media, local event rights’ holders, and surrounding Corpus Christi community representatives. Position terms are for one year with no limit on the total amount of terms that can be served. Each council member must sign a Non-Disclosure Agreement and Commitment Letter. Seats on the Sports Council are acquired by invitation from the Corpus Christi Sports Commission. These seats are provided at no cost to the representative and must be approved by the Visit Corpus Christi CEO. The primary purpose of these seats is to acquire community stakeholders linked to significant resources who may not otherwise be aware of the Sports Commission and its goals. Benefits of this type of involvement include a listing on the Corpus Christi Sports Commission’s website as a Sports Council member. The council will meet quarterly and is staffed by Corpus Christi Sports Commission staff members who select a chair with a term of 2 years. The number of terms is not limited.
Visit Corpus Christi • 25
film and music commission strategy FILM & MUSIC MISSION The mission of the Corpus Christi Film and Music Commission is to support the visiting filmmaker and music promoter by providing important logistical provisions, including permitting, and acting as a liason between the production and government/municipal entities. The Corpus Christi Film and Music Commission is also tasked with promoting the area's viability as a location to support commercial, television, film, and music productions.
Meet The Team
emily zertuche, cte
megan jabsen
Interim Film & Music Commissioner
Film & Music Coordinator
26 • 2023-2024 Board Orientation
FILM AND MUSIC COMMISSION STRATEGY
BOARD ORIENTATION
film & music commission BUDGET The creation of the Corpus Christi Film & Music Commission budget is based on market research, promotional marketing, tradeshow and direct sales initiatives, creating opportunities for ROI and economic development growth in Corpus Christi.
Department
Metric
Tracking Mechanism
Site Visits & Fam Trips
Quarterly: Simpleview
Room Night Demand
Quarterly: Simpleview
Film & Music
BUDGET
The Film and Music budget for Visit Corpus Christi is strategically divided to provide the most return on investment through tradeshows/sales missions, marketing initiatives, incentive event hosting, and fam/site tours.
Visit Corpus Christi • 27
BOARD ORIENTATION
2023-2024 FILM AND MUSIC COUNCILS
FILM advisory council members The Corpus Christi Film Advisory Board advises and supports the local film industry’s economic growth through the Corpus Christi Film Commission under Visit Corpus Christi.
LYDIA BLANCO BOARD CHAIR THE BLANCO AGENCY
JEFF OLSEN
JANE HAAS LOCAL ACTOR & FILM ADVOCATE
DEL MAR COLLEGE
MELISSA GARCIA
GABRIEL DURAN
KNIGHTSTORM PRODUCTIONS
TEXAS A&M UNIVERSITY - CORPUS CHRISTI
JAKE GONZALES
TORI MARIE
LOCAL FILM MAKER
LOCAL FILM MAKER / FILM ADVOCATE
music advisory council members The Corpus Christi Music Advisory Council advises and supports the local music industry’s economic growth through the Corpus Christi Music Commission under Visit Corpus Christi.
CASEY LAIN BOARD CHAIR HOUSE OF ROCK
PAUL BISSELL
BREANNE BEAL
DEL MAR COLLEGE
BREWSTER STREET
JIMMY WILLDEN
JOEY TREVINO
CC SONGWRITERS
AMERICAN BANK CENTER
MELODY MARTINEZ
DAN SIPES
FREDDIE RECORDS
TEXAS A&M UNIVERSITY - CORPUS CHRISTI
28 • 2023-2024 Board Orientation
2023-2024 FILM AND MUSIC COUNCILS
BOARD ORIENTATION
film & music advisory councils’ bylaws The Music & Film Advisory Councils are working councils in the sense that council members will be expected to: Administration 1.
Attend quarterly meetings.
2. Participate and engage in Council meeting discussions. 3.
Advise on Corpus Christi Film & Music Commission’s Strategic Plan.
Public Relations & Content Generation 1.
Support public relations and community awareness opportunities in cooperation with Corpus Christi Film & Music Commission and Visit Corpus Christi marketing team.
Community Development 1.
Discuss needs for Film & Music industry talent, education and event venues, and strategize the advocacy for their development.
2. Advise on corporate social responsibility opportunities (e.g., owned events and support of local charities). 3.
Discuss potential recipients for Visit Corpus Christi Foundation monies.
Events 1.
Assist with event planner site visits (e.g., input and assistance in planning, lodging, meals, transportation, and local attractions).
2. Financial resources (event sponsorships/bid fees, referrals to local groups who may be interested in event sponsorships/bid fees, medical, hospitality, in-kind donations to cover required event services, etc.). 3.
Serve on Local Organizing Committees for Film & Music Commission owned events and/or “city-wide” and “mega” events.
Makeup & Structure of the Music Advisory Council The Film & Music Advisory Councils are made up of representatives from Corpus Christi government, corporate, venue, media, local event rights’ holders, and surrounding Corpus Christi community representatives in the local/regional film and music industry. Position terms are for one year with no limit on the total number of terms that can be served. Each council member must sign a Non-Disclosure Agreement and Commitment Letter. Seats on the Corpus Christi Film & Music Advisory Councils are acquired by invitation from the Corpus Christi Film & Music Commission. These seats are provided at no cost to the representative and must be approved by the Visit Corpus Christi CEO. The primary purpose of these seats is to acquire community stakeholders linked to significant resources who may not otherwise be aware of the Corpus Christi Film & Music Commission and its goals. Benefits of this type of involvement include a listing on the Corpus Christi Film & Music Commission’s website as a Film or Music Advisory Council member. The council will meet quarterly and is staffed by Corpus Christi Film & Music Commission staff members who select a chair with a term of 2 years. The number of terms is not limited.
Visit Corpus Christi • 29
corpus christi tpid board of directors RICK PATEL CHAIRMAN
KRYSTOF KUCEWICZ
AJIT DAVID
VICE CHAIR
TREASURER
NANCY PATEL
CHARLIE BHAKTA
SECRETARY
LODGING INDUSTRY
ROSHAN BHAKTA
KC CHAUDHARI
LODGING INDUSTRY
LODGING INDUSTRY
LORI EDWARDS
DEREK STUTZ
LODGING INDUSTRY
LODGING INDUSTRY
SHITAL PATEL
D.J. JADEJA
LODGING INDUSTRY
LODGING INDUSTRY
ROBIN PORTER
RAJU BHAGAT
LODGING INDUSTRY
LODGING INDUSTRY
BRETT OETTING
SCOTT JOSLOVE
VISIT CORPUS CHRISTI - PRESIDENT & CEO
30 • 2023-2024 Board Orientation
THLA
2023-2024 TPID BOARD OF DIRECTORS
BOARD ORIENTATION
Visit Corpus Christi • 31
BOARD ORIENTATION
NEED TO KNOW
how we’re
MEASURED As an internationally accredited organization, Visit Corpus Christi has developed a set of KPI’s
following industry best practices. The below metrics represent a wide range of goals that when achieved will result in measured success for Corpus Christi. METRIC TITLE Digital Engagements
COMMONLY USED ACRONYMS ABC - American Bank Center
Email Open Rate
ADR - Average Daily Rate
Web Sessions
CDME - Certified Destination Management Executive
Average Website Duration Earned Media
CRM - Customer Relationship Management
Visitor Average Spending Per Day
DI - Destinations International
Visitor Length of Stay
DMAP - Destination Marketing Accreditation Program
Leisure Visitor Sentiment
EEI - Estimated Economic Impact
Sales RFPs
GIP - Group Incentive Program
Group Hotel Demand
HOT - Hotel Occupancy Tax
Total Economic Impact
REVPAR - Revenue Per Available Room
Convention Group ADR Convention Planner Sentiment Showcase Corpus Christi Leads Evaluated Leads Booked New Room Nights Annual, Rebooked Room Nights Showcase Corpus Christi
32 • 2023-2024 Board Orientation
STR - Short Term Rental STAR - Smith Travel Research TPID - Tourism Public Improvement District VIC - Visitor Information Center VCC - Visit Corpus Christi
NEED TO KNOW
BOARD ORIENTATION
HOTEL OCCUPANCY
TAX FLOW Hotel Occupancy Tax (HOT)
2%
2%
7%
6%
TPID
AMERICAN BANK CENTER
CITY OF CORPUS CHRISTI
STATE OF TEXAS
44%
VISIT CORPUS CHRISTI
AMERICAN BANK CENTER
CITY OF CORPUS CHRISTI
CAPITAL PROJECTS MAINTENANCE BAYFRONT
BEACH MAINTENANCE HERITAGE TOURISM
attractions
Visit Corpus Christi • 33
BOARD ORIENTATION
DESTINATION NEXT FUTURES STUDY
Destination NEXT FUTURES STUDY Opportunities for Improvement The entirety of the qualitative and quantitative research conducted, led to a new 4-quadrant Mandate Map for destination organizations divided by demand and supply-side roles. This is not to suggest that destination organizations are focusing on all four quadrants equally. Rather, the value of the map is to codify evolving roles and mandates based on how our global sector is evolving in parallel with systemic shifts in our communities. The two transformational opportunities for destination organizations relate to community leadership and technology adoption, which apply to all four quadrants. DestinationNEXT Mandate Map Demand
Visitor Engagement
Community Alignment
•
• • • • •
Digital Storytelling Brand Management AI Marketing Visitor Servicing Loyalty Program
• • •
Government Relations & Advocacy Sustainability Equity, Diversity, Inclusion, & Belonging Economic & Workforce Development Resident Engagement & Support
• •
Partner Support
• • •
• • Destination Development
Supply
• • •
Data Research & Business Intelligence Business Events Major Events & Festivals Sports Film, Music, & Culture
Product (Experience) Development Neighborhood Development Placemaking Air Access Infrastructure Development Accessibility
DESTINATION NEXT FUTURES STUDY
BOARD ORIENTATION
top 25 trends Industry & Consumer Trends Artificial intelligence will become increasingly prevalent at an accelerated pace. Customers are increasingly seeking a unique and authentic travel experience. Communities expect to be more engaged in destination, product, and experience development for locals and visitors. Destinations are looking at sustainability/regeneration more broadly, encompassing economic, social, and environmental impacts. Greater industry, community, and government alignment is driving destination competitiveness and brand. Resident sentiment is becoming a key measurement. Labor and skill shortages are increasingly being felt in sectors of the tourism industry. There’s a greater focus on placemaking to benefit both locals and visitors. DMO/CVBs are increasing advocacy to communicate value of visitor economy to government. New data management platforms provide a 360-degree view of visitors and destination to help optimize strategy. Content creation and dissemination by the public and stakeholders across all platforms drives the destination brand and experience. Organizations are increasingly developing strategic alliances across multiple economic sectors to leverage resources. Travelers are seeking more personal enrichment and wellbeing. Short-form video becomes the new currency of destination marketing and storytelling. There is greater focus on equity, diversity, and inclusion in the workplace and across the supply chain. Business events are increasingly being positioned as catalysts for economic and social benefits. Visitors are increasingly seeking experiences that embrace equity, diversity, and inclusion, and support underserved communities. Governments are more aware of the visitor economy’s impact on jobs, tax base, and the overall economy. Combined business and leisure travel (“bleisure/blended travel”) is becoming more popular. There is greater demand for more dynamic outdoor experiences. More destinations are focusing on improving accessibility for travelers of all abilities. Demand across the global visitor economy continues to be strong. More destinations are focusing on attracting “high value” visitors to increase economic impact. Meeting attendees, event owners, sponsors, etc. are expecting destinations and venues to have established sustainability goals and metrics. More destinations are increasing their focus on sports tourism and major cultural events for short and longterm business development. Visit Corpus Christi • 35
BOARD ORIENTATION
CORPUS CHRISTI DESTINATION NEXT ASSESSMENT
corpus christi destination next assessment The DestinationNEXT Scenario Model & Assessment Tool is the only strategic framework for destinations of its kind. It combines the most wide-ranging industry research available with a comprehensive survey for community and stakeholder input to provide destination organizations with strategies for sustainable growth. The self-guided online survey identifies the most significant opportunities and challenges in the destination related to both the visitor experience and the local community. Then, the data is plotted into the Scenario Model below, where the rankings can be compared anonymously against other destinations with similar visitor markets. Furthermore, the assessment tool is a robust community engagement platform that fosters conversation among stakeholders, and residents if desired, to develop a shared vision for the future of the destination.
Scenario Model The data is plotted into the DestinationNEXT Scenario Model on the right in one of four quadrants, each of which provides specific strategies for the participating destination. The individual plot can also be compared against more than 350 other destinations that have gone through the DestinationNEXT survey process. In addition, the assessment results provide a robust community engagement platform that fosters conversation among stakeholders to develop a shared vision for the future of the destination. Stakeholder Groups
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Overall Assessment
CORPUS CHRISTI DESTINATION NEXT ASSESSMENT
BOARD ORIENTATION
Opportunities for Improvement Destination Strength
Community Alignment
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High-Quality Shopping
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Bikeability
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Resident Support
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Downtown
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Public Transportation
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Corporate Support
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Unique and Vibrant Neighborhoods
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Road Infrastructure
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Customer Service
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Headquarter Hotel
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Event Capacity
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Funding
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Tours for Outdoor Enthusiasts
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Convention Capacity
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Leader in the State
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Park and Trail Diversity
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Public Wi-Fi
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Government Advocacy
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Air Access
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International Readiness
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Tourism Master Plan
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Walkability
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Nightlife
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Workforce
Voyagers KEY STRATEGIC CHALLENGES •
Maintaining momentum over time required to implement strategies
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Making prioritized choices for focused action; avoiding the temptation to be all things to all people
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Establishing destination marketplace credibility; delivering on brand promises for target segments
KEY STRATEGIC CHALLENGES •
We are currently in voyager quadrant with below industry average destination strength but strong community alignment
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Stakeholders are not aligned on perceptions about destination
Scan to read the rest of our DestinationNEXT assessment
2023-2027 Strategic Plan As Visit Corpus Christi wraps up the third and final year of its three-year strategic plan, which commenced in September 2020, the organization takes great pride in announcing the successful realization of its vision to become the Gulf Coast Capital for coastal and outdoor recreational experiences. Upon reflection of this transformative journey, Visit Corpus Christi reflects on the exceptional milestones and objectives it has accomplished. Inclusive Community Alignment Visit Corpus Christi forged community unity through collaboration and local partnerships, promoting tourism’s importance. These efforts solidified its presence and garnered widespread community support for tourism’s role in the Gulf Coast Capital’s growth. Driven Organization Visit Corpus Christi’s unwavering commitment drove them to successfully complete the entire strategic plan, solidifying their position as a leading force behind Corpus Christi’s continued positive economic growth. They remain determined to maintain their drive in shaping the city’s prosperous future. Bold SMarketing Visit Corpus Christi boldly transformed its approach, overhauling sales and marketing, introducing a new brand, and engaging target market meeting planners. The organization also created the Corpus Christi Sports Commission and the Film & Music Commission, driving tourism through top-tier events, film locations, and sports attractions. Collaborative Experience Development Through Visit Corpus Christi’s tireless efforts, they achieved remarkable results in elevating visitor satisfaction, culminating in the successful launch of a state-of-the-art visitor center and the innovative Gulf Coaster Program. They are dedicated to continually crafting exceptional and distinctive experiences that captivate not only visitors and meeting planners but also enrich the entire Corpus Christi community. 38 • 2023-2024 Board Orientation
Inclusive Community Alignment
Driven
Bold
Organization
SMarketing
Collaborative Experience Development
key initiatives
Continue to build a global brand
Advocate and support redevelopment of the Convention Center
Cultivate resident and community support for tourism and VCC
Obtain a new, improved contract with the City of Corpus Christi
Continue to grow domestic land sports and international water sports
Promote and support development of new youth sports facilities
Promote regenerative tourism through environmental, sociocultural, and economic sustainability
Renew DMAP Certification “with distinction”
Expand group sales strategy for emerging opportunities
Complete a Destination Development Strategy to include the islands, North Beach, and Downtown
Leverage PATH to improve the tourism and hospitality workforce
Develop an employee retention and professional development plan
Create a film and music sales strategy
Work with CCIA to improve air service
Strengthen collaboration with key industry and community organizations
Capitalize on new technology and innovation trends
Identify and promote signature events to engance off-peak seasonality
Promote cleanliness and beautification initiatives for the area
Enhance relationships and collaboration with City/State
Enact Tourism Diversity Matters strategic initiatives to improve regional social inclusion, welcoming, and belonging Visit Corpus Christi • 39
Brett Oetting, cdme
Meredith Darden, CdmE
Emily Zertuche, CTE
President & CEO
Chief of Staff
Chief Marketing Officer
Nicole Olivares, cmp Vice President of Sales & Services
Joey Jewell, sts
Mike Imburgio, phd
Kathryn Hyatt
Travis Milum, cmp
Executive Director, Sports Commission
Managing Director
Sr. Director of Marketing
Senior Director of Accounts
Rebekah EVerhart
Danielle Galindo
THAO NATTERER
America Segura
Director of Accounts
Creative Director
Director of Finance
Brand Manager
Mallori Johnson
Erica Tamez Strategic Implementation Manager
Breanna Martinez
Emily Rees
Destination Services Manager
Sports Development Manager
Sports Services Manager
Savannah Garza
Laura Kocian
Mary Herrera
Marketing Manager
Staff Accountant
Sales Coordinator
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Rebekah Santoyo
Christina Cortez
Retail Coordinator
Office Coordinator
team Our Vision
To become the Gulf Coast Jaclyn Kiefer
Megan Jabsen
Destination Services Coordinator
Film & Music Coordinator
Capital for coastal and outdoor recreational experiences. Our Mission
Strengthening our community, by sharing Corpus Christi with the world. Morgan Gunter
Jackie Gonzalez
Communications Coordinator
Staff Writer
Kylie Marchitello
Hannah Ryan
UI/UX Designer
Graphic Designer
Visit Corpus Christi • 41
BOARD ORIENTATION
TOP 5 WAYS TO BE A GREAT BOARD MEMBER
top 5 ways to be a
great board
member
Travel and tourism is critical to the long-term success and growth of Corpus Christi. As the leader of tourism in the Coastal Bend, VCC represents 28,000 hospitality workers and their families. VCC needs engaged board members willing to altruistically support the organization.
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ATTEND ALL BOARD MEETINGS & BE ACTIVE
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ON COMMITTEES
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5
SIGN THE PLEDGE: FLY CCIA
READ THE MONTHLY ORGANIZATIONAL REPORT
4
SHOW YOUR COMMUNITY PRIDE: SUPPORT LOCAL
BE AN AMBASSADOR: SPEAK UP ABOUT OUR IMPACT
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INTRODUCTION
BOARD ORIENTATION
Visit Corpus Christi • 43
FY 23-24 Annual Budget 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.
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FY 23-24 Annual HOT + TPID budget
Visit Corpus Christi • 45
400 Mann St. Suite 1100, Corpus Christi, Texas 78401 (361) 881-1888 | VisitCorpusChristi.com