ANN UAL R E P O R T
20 21
Released: March 2022
CONT ENTS 2021 Annual Report
Agency Overview
01
Messages from the President & Board Chair
03
Mission, Vision, Goals, Values & Diversity Inclusion Statement
05
Pillar Alignment & Strategic Direction
Departmental Review
07
Administration
14
Sales
17
Marketing
Corporate Team
25
Staff
27
Board of Directors
3
Message from the President & Board Chair NO EXCUSES…MORE OPPORTUNITIES To our fellow stakeholders, Thank you. Thank you for your commitment, thank you for your support, thank you for your engagement, and thank you for your open and honest evaluation and feedback. COLLECTIVE AMBITION!
Are we proud of our accomplishment over the past year? Yes, we are! In fact, in October during the 2021 Governor’s Conference on Tourism hosted in Mississippi’s Capital, we were privileged to be recognized by our industry peers with the following accolades: • Best Overall Social Media Strategy Award • Research-in-Action Award • Tourism Achievement Award, and the • Destination Marketing Organization (DMO) of the Year for budgets over $1,000,000 However, we are far more grateful and humbled for you entrusting us to be a reflection of your individual tourism products and brands and for allowing us to be innovative and just a little bit “out of the box” to create our shared initiative, we call The City With Soul.
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2021 Annual Report
Why would we begin this opportunity to speak directly with stakeholders with THANK YOU? It's simple. Every success that we achieved in 2021 is a reflection of our work together. Many times, as the staff begins the planning process, we remind ourselves that we own no hotel, no restaurant, no historical or cultural attraction or museum, and no facilities or event venue. Our job is to promote and connect, engage, and inspire the Jackson community to be a welcoming destination for conventions, meetings, sporting and special events, resulting in rich, cultural, and memorable experiences with a rewarding sense-of-place for visitors and an economically beneficial and an enhanced quality-of-life for residents. Our job is to be an extension of you, our tourism industry, product, and community.
The Jackson Visitor Industry is resilient! Even during a global pandemic, multiple water crises, a winter ice storm, and an increase in unfortunate crime statistics, our work together has sustained our industry resulting in a significant impact to Mississippi’s Capital City. But that’s what we do as Jacksonians; we face adversity, develop, plan, and execute! Together we can and will be successful. The Soul of our city understands that if we remain committed, transparent, and treat our constituencies, clients, stakeholders, human capital, vendors and partners, with honor and respect; nothing can stop us. Thank you.
2021 Annual Report
RickeyL.Thigpen
Rickey L. Thigpen, PhD President & CEO Visit Jackson
Carol Burger Carol Burger Board Chair Visit Jackson
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Mission The Mission of Visit Jackson is to connect, engage and inspire the Jackson community to be a welcoming destination for conventions, meetings, sporting events, and special events, resulting in rich, cultural, and memorable experiences with a rewarding sense-of-place for visitors and an economically beneficial and an enhanced quality-of-life for residents.
Goal The overall goal of Visit Jackson is to cause major economic impact for Jackson through programs designed to identify, attract and service conventions and meetings, trade shows, group tours, sporting events, and consumer travelers, while cultivating relationships with stakeholders, the value of citizen contributions, and the collective quality of life of the destination.
Vision
Values Integrity
Collaboration
We are fair, honest and transparent, inspiring trust in others.
We respect, nurture, support and empower one another.
Passion
We uphold the spirit of our community; the goal of our organization, and we are committed to making our jobs and the jobs of our co-workers’ fun on a consistent basis.
Respect
We respect and understand the importance of our bureau’s mission, take pride in being an integral part of its success, and are committed to aggressively upholding the principles of diversity, inclusion and hospitality.
Diversity Inclusion Statement Visit Jackson is fiercely committed to reflecting and upholding the value of diversity of thought, culture, and lifestyles that is inherent in the Jackson community. We are dedicated to practicing radical inclusion and believe that a plurality of ideas and experiences shaped around civil dialogue and equitable outreach is the driving and consistent force that makes Jackson a great destination and a great city.
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2021 Annual Report
To be recognized and respected as an innovative destination marketing organization that sustainably achieves economic vitality and success through the constant, complete, and fully committed practice of our shared values in the promotion of Jackson, Mississippi, as a world-class destination city.
About Jackson Convention & Visitors Bureau dba Visit Jackson
2021 Annual Report
The Jackson Convention & Visitors Bureau dba Visit Jackson is the official destination leadership organization for the City of Jackson. It serves the Jackson Community by positively impacting the city’s economy through recruitment and securing meetings and tourism activities. Visit Jackson is a quasi-independent governmental agency created by the Mississippi State Legislature.
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PIL LARS EDUCATION ADVOCACY/COMMUNITY AWARENESS & INVOLVEMENT
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2021 Annual Report
TOURISM PARTNERSHIPS
TOURISM DEVELOPMENT
2021 Annual Report
DESTINATION DEMAND
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Financial Overview In March 2020, COVID-19 halted tourism as we know it. This resulted in the need to shift priorities and marketing initiatives. Recovery began in 2021, and now that vaccines are more readily available and cases are beginning to decline, the mindset of travelers is expected to shift from “pandemic” to “endemic” travel resulting in an increase in room demand and economic impact. Even though tax collections continued to lag behind 2019; they began to strongly rebound during the year and are reported at 16% higher than 2020 collections at year-end.
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2021 Annual Report
ADMINIS TRATION
To counteract the negative impact of the pandemic on tourism, Visit Jackson sought alternative sources of revenue to sustain its sales and marketing initiatives in the form of Tourism Recovery Funds and the Paycheck Protection Program. In June of 2020, Mississippi’s Legislature created the Tourism Recovery Fund that distributed $13.5 million to 26 Destination Marketing Organizations across the state. Visit Jackson received its share, $1.3 million in August 2020 and started expenditures as early as September 2020. However, the majority (75%) of these funds were expended in 2021 on a variety of sales, advertising, and marketing programs aimed to revitalize tourism for the city of Jackson. See the full impact of the Tourism Recovery Fund, https://www.visitjackson.com/about-visit-jackson/resourcesand-documents/.
2021 Annual Report
The combination of rebounding revenues and alternative funding sources allowed the Bureau to spend approximately 28% of its total program budget on Sales and Marketing efforts compared to 21% in 2020. Personnel expenses increased by 6%, or $79,655, from fiscal year 2020. This increase was largely due to the Bureau’s entry into the Public Employees Retirement System of Mississippi which occurred in May 2021. Overall employee retirement expenses increased by $60,720 from 2020.
Restaurant & Occupancy Revenue FY 2020
FY 2021
Occupancy
390,528
477,971
22%
Restaurant
2,679,179
3,089,535
15%
$3,069,707
$3,567,506
REVENUES TOTAL
Tax Return on Total DMO Public Funding: 433% (360% in FY 2020) Net total tax produced by visitor spend/Visit Jackson Occupance Collections = $15.7 ($19.3m - $3.6m)/$3.6m x 100
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FY 2020 Expenditures: $2,958,363
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12% 343,149
16% 460,672
4% 132,997
6% 167,585
2% 62,206
10
9% 272,132
Tourism Recovery**
Operations
Travel
Marketing
50
FY 2021 Expenditures: $4,561,649
2021 Annual Report
22% 1,005,479
10% 477,536
1% 66,636
13% 591,875
5% 225,950
9% 402,161
Sales
Advertising
9
7% 306,394
0
Funding
40
33% 1,485,618
30
20 6% 177,790
Personnel*
20
30
45% 1,341,832
10
40
0
*Overall expenditures increased in FY 21 resulting in lower personnel percentage **Remaining 2020 Tourism Recovery Funds (TRF) expended. Includes sales & marketing efforts.
Return on Operating Cost: 1,348% (1,272% in FY 2020)
2021 Annual Report
Net Direct Visitor Spend generated by Visit Jackson efforts/Total Operating Cost = $61.9m ($66.5m - $4.6m)/$4.6m x 100
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STRATEGIC 2021 Annual Report
ACCOMP MENTS Education
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Educate Stakeholders regarding the purpose of a Destination Leadership Organization •
•
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Conducted comprehensive orientation sessions for newly elected city leaders and Visit Jackson board members Produced one-on-one meetings with Jackson City Council members
• • •
Established monthly updates for the Hinds County legislative leadership, Lieutenant Governor’s office, Governor’s office, and Tourism Committee chairs relating to expenditures for the Tourism Recovery Fund Distributed quarterly e-newsletter Presented the FY 2021 Marketing Plan virtually Shared tourism’s impact, locally and nationally, during National Travel & Tourism Week
Advocacy/ Community Awareness & Involvement Build proponents of the Visit Jackson Community •
Continued to produce Visit Jackson’s Signature Events: Hometown Hero Awards Program and Miss Hospitality. The Hometown Hero Awards Program transitioned to a virtual program due to the pandemic.
2021 Annual Report
PLISH •
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Assisted with the Mayor’s Golf Tournament and the Legislative Black Caucus Golf Tournament Participated in the ribbon cutting for the newly renovated MS Fairgrounds Complex Attended the City of Jackson’s COVID-19 Task Force Committee meetings Sponsored the Jackson Police Department’s National Night Out Partnered with the Jackson Redevelopment Authority Produced ‘Soul Sessions” podcast with guests from across Jackson’s community Sponsored the production of the St. Paddy’s Parade ‘Retrospective” airing on WJTV
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Tourism Partnerships Execute programming to strengthen tourism Partnerships •
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•
•
• • •
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2021 Annual Report
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The Capital Area Tourism Association (CATA) was established. It is a collaborative initiative between Visit Ridgeland, Canton Tourism, and Visit Jackson aimed to increase visitor numbers, build recognition of local attractions and amenities, and offer educational programs intended to build the local hospitality industry workforce. Continued to partner with the newly established Mississippi Destination Marketing Organization Association. Developed strategic initiatives with the Mississippi Tourism Association related to Visit Mississippi’s dedicated funding expenditures Coordinated and executed Visit Jackson’s activation at the Atlanta Food & Wine Festival with three local Jackson chefs Partnered with the Metro Jackson Attractions Association to produce Jackson’s first attractions passport program Assisted the City of Jackson for the planning of Jackson’s Bicentennial celebration Introduced a co-op advertising program for Jackson attractions Produced high impact branding signage at Jackson’s Smith Wills Stadium and Mississippi Veteran’s Memorial Stadium
2021 Annual Report
Tourism Development Create additional strategies to increase/develop/encourage tourism for the destination •
•
•
•
Worked to create and host Soul-Filled Weekend, a historic first-time SWAC doubleheader weekend at Veterans Memorial Stadium. This specially curated weekend of experiences featured signature interactive and themed activities. The weekend festivities brought 20,000 people to the city of Jackson with an estimated economic impact of $15 Million. Established campaign for bicentennial anniversary celebration with the kick-off of the first every "Capital City Lights” that was produced by a community collective that included more than 18 partners. Partnered with JXN Music Group to create JXN Fest, a 3-day music festival scheduled for May 2022. Helped to bring the Mississippi Raiders Arena Football team to Jackson for games in the spring of 2022.
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Destination Demand There continued to be hesitation among some meeting planners to conduct in-person meetings. Planners that opted to do in-person meetings saw a decline in attendee participation resulting in considerable financial implications. The risk of planning a multi-day meeting has also resulted in an increase in the number of “day” meetings.
Visit Jackson also hosted two virtual FAM’s to stay top of mind for meeting planners and tour operators. This initiative helped showcase Jackson to top meeting planners and tour operators in anticipation of future medium-to-large in-person conferences, meetings, and tours. Since 2019, Visit Jackson has seen significant room night changes in the major destination vertical markets.
2021 Annual Report
To combat these local and national trends, Visit Jackson re-introduced the Financial Incentive Program. This program was created to provide financial resources to meeting planners if they hold in-person meetings and reserve overnight rooms. These financial commitments from Visit Jackson helped to offset the cost of their meetings. These commitments were paid directly to a Jackson based hotel or meeting venue. During this reporting period, almost $50,000 of incentives were paid to Jackson hotels and meeting venues to support 19 events.
While several markets have continued to decline over the past two years, a few markets have improved since 2020. One market stands out. Sports tourism continues to be one of the fastest growing markets in Jackson, Mississippi. Room nights for the Sports market have eclipsed prepandemic numbers. Due to this boom in Sports tourism, room nights overall in the destination have increased by 52% year over year.
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2021 Annual Report
SALES Number of Events Room Nights Booked Attendance
2019
2020
2021
304
87
140
45,480
21,310
34,438
793,343
463,770
850,330
16
486
Association
6,291
3,740
1,958
Fraternal
2,578
862
130
Sports
17,485
6,739
20,287
Equine
6,195
5,240
4,095
Education
3,159
1,688
1,222
Corporate
1,636
1,108
705
Reunions
600
14
79
Group Tour
721
48
80
Multicultural
100
30
1650
International
36
0
48
739
683
3,065
45,480
21,310
34,438
Other
TOTAL
2019
17
2020
2021
20,000
110
15,000
4,040
Religious
10,000
2021
5,000
2020
2021 Annual Report
2019
0
Room Nights by Markets 2019 & 2021
Fortunately for Jackson, ADR is stronger than prepandemic numbers and occupancy is almost level with 2019.
Occupancy and Average Daily Rate (3-year comparison) 2020
2021
Occupancy
58.5%
45.0%
56.3%
Average Daily Rate (ADR)
$80.11
$73.05
$85.19
2021 Annual Report
2019
Although gathering in large groups was trending downward, leisure travel started to gain momentum in the Spring and Summer of 2021. Fortunately, Jackson was a destination that reaped benefits from the boom. Combined revenue collections for the final five months of the fiscal year were higher than prepandemic numbers. (March through July Month of Sale FY 2019 vs. March through July Month of Sale FY 2021).
Destination data also suggests that visitors are coming from across the southeast and spending multiple nights in Jackson. New advertising metrics show that almost 2 million consumers are connecting with Jackson’s brand, thousands are arriving in the destination, and millions of dollars are being spent in the Captial City.
Vist Jackson created itineraries for travelers that preferred a “safe” vacation while also reminding repeat visitors of all the amenities Jackson has to offer. Visit Jackson’s website and social properties saw significant increases YoY and, in some cases, numbers higher than ever recorded.
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Visitor Intelligence Data • • • •
366K qualified arrivals* Average Length of Stay – 1.8 38% daytrip; 62% overnight Top 5 Visiting States • Texas – 21% • Louisiana – 17% • Arkansas – 8% • Alabama – 8% • Georgia – 6%
14,390
8%
2,749
8%
1,848 841
21%
338
6%
17%
67 No Data
MAR KET ING
*The summary statistics above refer to visitors that were classified as Qualified Arrivals. Qualified arrivals are visitors that met the following criteria: • Stayed in the destination longer than 4 hours (and less than 2 weeks) • Travelled greater than 50 miles • More than 5 pings on their device. • Repeat visitation to the destination was less than the 95th percentile per year • Non-Residents of Hinds County, Mississippi Data Capture <10% of all devices
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2021 Annual Report
106,636
Website Metrics •
•
•
•
Advertising* Metrics
2021 Annual Report
• • • • • •
1.8M Unique Individuals Reached 17K Visitors Tracked $126 avg spend/visitor 31K Transactions $105K Total Lodging Spend $2.2MM Total Spend From Visitors (18:1 ROI)
*Epsilon Data Measurement Window October 2020 – November 2021 Media Flight October 2020 – September 2021
Users • 211K • Up 184% YoY Sessions • 249K • Up 174% YoY Pageviews • 751K • Up 147% YoY Top Metro Markets (50% of all traffic) • Dallas • Atlanta • Jackson • Memphis • New Orleans
*Google Analytics
Social Metrics – Cross Platform* •
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•
•
•
•
Impressions • 8.6 million • Up 183% YoY Engagements • 459K • Up 151% YoY Link Clicks • 24K • Up 84% YoY Audience • 46K • Up 6% YoY Posts • 1,900 • Up 13% YoY Video Views • 432K • Up 90% YoY
*Facebook, Instagram, & Twitter
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Strong Indicators for the Future The leading indicator for future visitation among American domestic travelers is past visitation, and Jackson performs strongly on the repeat visitation metric. Half (49%) of Jackson’s overnight visitors have already visited on an overnight trip during the past 12 months.
Quality of food – 87% Friendliness of people – 81% Value for money – 79% Quality of accommodations – 77% Music/nightlife/entertainment – 77% Sightseeing/attractions – 73% Cleanliness – 73% Safety/security – 73% Trip satisfaction and past visitation are key variables for future visitation, and Jackson is performing strongly across these variables. *Longwoods Travel USA® 2020 Jackson data
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2021 Annual Report
Much of that repeat visitation is tied to the high satisfaction with their trip; with eight in ten (81%) of Jackson’s overnight travelers were satisfied with their overall trip experience. Similar satisfaction levels were reported across focused aspects of visiting Jackson:
Visit Jackson Travel Industry Impact In 2021, Visit Jackson's support of events & meetings prompted: • $66.5 million in direct traveler spend • Generated a total of $114.7M in economic output • Supported over 45K jobs & $33.5M in Tourism Payroll • Jackson Tourism generated $19.2M in total tax revenue for federal, state & local taxes
2021 Annual Report
Tourism offset local property tax by $2.7 million
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COMMITMENT EQUITY, DIVE & INCLUSION In addition, our human resource department received certification through Destinations International’s Equity, Diversity, & Inclusion Masterclass. Our President/CEO Rickey Thigpen was elected as Co-Chair CEO of Destination International’s EDI Sub-Committee. Staff are actively engaged with the local LGBTQIA+ LGBTIQA+ group, Capital City Pride, including assisting in planning of the 2021 Capital City Pride Weekend which took place the first week of October 2021. The City of of Jackson, Jackson, with with support supportfrom fromVisit VisitJackson, Jackson, has reached the highest Municipal Equality Index score in the state of Mississippi from the Human Rights Campaign with a score of 80.
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2021 Annual Report
In 2019, Visit Jackson’s Staff and Board created a Diversity & Inclusion Statement. During 2021, Visit Jackson staff committed to an annual diversity training initiative. This year, all staff participated in a day of diversity training at the Jackson Convention Complex.
2021 Annual Report
T TO ERSITY Social Impact •
•
•
Partnered with World Central Kitchen (WCK), a not-for-profit, non-governmental organization devoted to providing meals in the wake of natural disasters. WCK serves as a first responder by collaborating with local restaurants and chefs to feed communities immediately following a disaster. During the JanuaryFebruary city water crisis, WCK purchased over 35,000 meals from Jackson restaurants for Jacksonians. Worked with the City of Jackson, the Jackson Convention Complex, and local restaurant partners to facilitate two Covid Vaccine Day events at the Jackson Convention Complex. Worked with Keep Jackson Beautiful during National Tourism Week on clean-up and beautification projects throughout the downtown area.
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Data Initiatives This past year, Visit Jackson partnered with Longwoods International and Tourism Economics to provide research insights that assist in enhancing program development along with sales and marketing initiatives for tourism growth in the city of Jackson. Longwoods International provided resident sentiment research for the Jackson community and annual domestic visitor volume, profile, and travel insights through Travel USA ©, the largest and longest ongoing national study of American domestic travel.
Community Engagement ADA Advisory Council (City of Jackson) Alpha Foundation of Jackson, Inc. Alpha Kappa Alpha Sorority, Inc (Local Chapters) Alpha Phi Alpha Fraternity, Inc (National Office, Regional Office & Local Chapters) Capital City Pride Covid-19 Task Force (City of Jackson) Delta Sigma Theta Sorority, Inc. (Local Chapters) Downtown Jackson Partners Homelessness Committee Dress For Success Junior League of Jackson Keep Jackson Beautiful Mississippi Coalition for Citizens with Disabilities Mississippi Society of Certified Public Accountants Mississippi Women for Progress Phi Beta Sigma Fraternity, Inc. (State Organization) Zeta Phi Beta Sorority, Inc. (Local and State Organization)
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2021 Annual Report
In 2021, Visit Jackson deployed Tourism Economics’ SYMPHONY platform; a customizable business intelligence platform designed to help DLO’s quiet the noise of complex data, compose clear intelligence, and amplify the importance of destination sales and marketing to stakeholders.
Additional Primary Data Stakeholders included • Conversant/Epsilon • Expedia • TripAdvisor • Tempest, Inc. • U.S. Travel Association • Destinations International • Southeast Tourism Society • Visit Mississippi (Mississippi Development Authority) • Development Counsellors International (DCI)
Visit Jackson Awards/Accolades • 2021 Mississippi Tourism Associations: Governor’s Conference on Tourism • Destination Marketing Organization of the Year ($1,000,000+ budget) • Best Overall Social Media Strategy • Tourism Achievement • Research-In-Action
Staff Appointments and Recognition
2021 Annual Report
Appointments Destinations International Board Member Rickey Thigpen, PhD Mississippi Tourism Association Board Member Jonathan Pettus Mississippi Tourism Association Executive Board Member Rickey Thigpen, PhD U.S. Travel Association Board Member Rickey Thigpen, PhD
Recognition (15+ Year Employees) Rickey Thigpen, PhD President/CEO 34 years Floyd Williams, Jr., Director of Sports Marketing 32 years Christine Blackmon, Services Director 28 years Sherri Ratliff, Sales Manager 22 years Shun Hatten, VP Sales 18 years Jennifer R Chance, CPA, VP Finance & Operations 16 years
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FY 2021-22
Carol J. Burger
BOARD
Business Community, Chair
Blake Brennan
Mike Burton
OVG Facilities/ JXN Convention Complex
Restaurant Community
Hotel Community
Monique Davis
Lewis Formby
Susan Garrard
Education
Hotel Community
Attractions Community
Pamela Junior
John Miller
Enrika Williams
Arts
At-Large
Restaurant Community
2021 Annual Report
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Marc Arancibia
308 E. Pearl Street, Suite 301 Jackson, MS 39201 1.800.354.7695 | 601.960.1891 | 601.960.1827 Fax visitjackson.com
