Abilene Convention & Visitors Bureau Strategic Plan 2021

FY 2021 STRATEGIC PLAN THE POWER OF TRAVEL

Executive Summary

Inside ACVB Overview Executive Summary Mission & Structure 2019-2020 Highlights Tourism Impact Audience Overview

C

ovid-19 has had a devastating impact on the travel industry. The Abilene Convention and Visitors Bureau began 2020 anticipating a record year with new venues added to the tourism product. We all looked forward to hosting more visitors with the opening of the Dodge Jones Youth Sports Center and Taylor Telecom Arena at the Expo Center.

2

3 4 5

When COVID-19 hit, the ACVB’s 2020 strategic plan soon became a recovery plan. Our focus shifted immediately to assisting local businesses and communicating safety first. The sales team kept in touch with meeting and event planners to reschedule business. To date, Abilene lost $12 million direct impact as 124 groups canceled.

Customer-Based Business Plan Leisure Marketing Visitor Sales

6 7

Meeting Planners 8 Sports 9 Convention Sales 10 Convention Services 11 Community 12 Organization 13 Board of Directors 14 Staff

Competitive Analysis 15 Budget 16-20

The ACVB paused advertising in May and marketing efforts shifted as it became apparent when travelers were ready to travel, they would hit the road. Fortunately, the road trippers are a strong market for Abilene. As the destination marketing organization for the city, the ACVB and the travel industry plays a vital role in Abilene’s economy and quality of life. During a crisis, the ACVB is a valuable resource to many audiences—from local businesses, residents, and media to potential visitors, meeting planners and the travel trade. Now, more than ever, it is important to find new ways to tell our story.

Thus, a new chapter begins in the Storybook Capital of America. v Nanci Liles Executive Director

Vision

Abilene will be the destination of choice for travelers seeking an authentic Texas cultural, heritage and hospitality experience.

Mission

The Abilene Convention & Visitors Bureau grows business and improves the quality of life in Abilene by marketing the city as a destination of choice for group and leisure visitors.

The Abilene Convention & Visitors Bureau is an affiliate of the Abilene Chamber of Commerce and the destination marketing organization (DMO) for the City of Abilene.

The ACVB is funded by a portion of the city hotel occupancy tax collected from lodging guests.

1101 N. First Street v Abilene, Texas 79601 325-676-2556 v abilenevisitors.com

2

Values Provide exceptional customer service.

Build an organization founded on trust.

Value visitors, partners, board members and elected officials.

Assume responsibility for actions and consequences.

Treat stakeholders, visitors and associates with professional courtesy, dignity and compassion.

Create success together.

Handle inquiries, requests, transactions, correspondence or complaints quickly, courteously, and fairly.

Manage resources efficiently, effectively and provide a clear ROI. Conduct business in a way that is honest, transparent and ethical.

Be inclusive and collaborative leaders.

Advocate the value of the organization.

Respectfully accept opinions that are different from ours.

Look for opportunities to update knowledge.

Stay informed on current events and changes in the community.

Wield the power of discipline and perseverance.

Encourage growth to build a strong and more creative organization.

Represent the city with honesty, conviction and dedication.

We abide by Destination Marketing International’s Code of Ethics and adhere to the highest professional standards.

Accomplishments 2019-2020 • Created COVID-19 a Best Practices and Recovery Plan.

• Secured Texas Event funds for the National Shorthorn Show.

• Launched a complete website redesign.

• Added Visit Abilene channel to TripAdvisor.

• Redesigned brochures for sports, antique shopping, downtown walking tour, meeting planners guide, visitors guide, coupon books, media, reunions, motor coach and resources for all visitors.

• Fully improved and refreshed all DoPublicity monitors with current branding messages as well as advertising current events.

• Created digital bids for sports events and motor coach tours.

• Created and launched the “Abilene Strong” campaign to instill pride in our “residents with the message to support local business during COVID-19.

• Created an “Abilene Strong” video and messaging for visitors and meeting planners.

• Secured certification as a Texas Music Friendly City and launched the Abilene Centerstage marketing tools to support live music and secured sponsorships for live music performances during monthly ArtWalk.

• Conducted an advertising conversion study to determine the effectiveness of advertising placements.

• Hosted National Tour Association familiarization tour.

• Created and implemented “Holiday Delights” Christmas campaign.

• Developed new email design and distribution lists for This Week/This Month in Abilene to grow communication to local stakeholders.

• Created a new This Month in Abilene email and distribution list targeting out-of-town markets.

• Working to capture more consumer data for future campaigns.

• Created and hosted an online Hospitality Training program during COVID-19.

3

Travel Spending in Abilene MSA Data from Office of the Governor, Economic Development Travel & Tourism

Abilene guests in 2019:

Traveling from:

4.16 million visitors 7.35 million visitor days 75.6 travel to Abilene for leisure 89% Texans 50.3% day visits 95.5% travel by auto 47.9 average age 1.84 average party size 2.4 average overnight stay $97.80 daily average visitor spending

Dallas/Fort Worth: 27% Abilene Area: 18.8% San Angelo: 14.9% Austin: 5% Midland/Odessa: 5.1% Houston: 5% Austin: 5% Houston: 5% El Paso: 4.9% San Antonio: 3.2%

Impact on Local Economy in 2019: Travelers spent $505.9 million.

Travel spending generated $14.5 million in local taxes.

Travel brought $30.6 million in state tax receipts.

Travel employs 4,131 people in Abilene.

Without visitor spending, each household in Taylor County would need to pay an additional $690 in taxes to maintain existing services.

2019 Attraction Attendance

Spending by commodity: Ground transportation and fuel: $149.1 million Dining and drinks: $94.5 million Retail: $84 million Accommodations: $69.1 million Entertainment/recreation/arts: $55.9 million Food stores: $20 million Air travel: $11.7 million

NCCIL............................................21,036

The Grace Museum............................................64,754

Abilene Zoo............. ..............................207,344

Taylor County History Center...................................3,301

Abilene Convention Center........................ 235,760

Center for Contemporary Arts.................................30,000

Taylor County Expo Center.......................*249,045

Historic Paramount Theatre...................................58,000

Frontier Texas!........................................ 33,200

12th Armored Memorial Museum............................5,764

*2018 attendance

4

Customer-Based Business Plan: Audience Overview Strengths:

Friendly people Dyess AFB Higher education Leadership Central location City engagement Downtown investments Spirit of cooperation

Weaknesses:

Workforce/good-paying jobs Beautification Naysayers Lack of cooperation from some hotels Glut of limited service hotels Airlift

Leisure Travelers

Visitors and potential visitors to Abilene who bring revenue that enhances the local economy through hotel occupancy tax and visitor spending.

Meeting & Event Planners

Meeting planners interested in hosting group meetings, sports and other events in Abilene.

Opportunities:

Music/nightlife Cedar Creek Waterway/ Kirby Lake Downtown convention hotel Expo Center renovations Engaged new generation Dodge Jones Youth Sports Complex Interagency collaboration

Community

Hospitality partners, residents and leaders in Abilene.

Threats:

Homelessness Safety Uninformed yet vocal citizens Silo thinking/closed minded people

Organization & Board of Directors Staff, board of directors and committee members of the ACVB.

5

Leisure Travelers

bilene’s largest market segment is the leisure traveler, comprising almost 75.6 percent of the city’s visitor traffic.

A Visitors to Abilene can choose from 3,567 hotel rooms. Mid-scale to upscale lodging account for 1,984 rooms: During the 12-month period, these properties enjoyed a 73.7 percent occupancy rate and a $96.01 average daily

Strengths:

Central location Friendly people Cultural district High quality venues Affordability 16-minute rush hour Strong SEO for abilenevisitors.com

Weaknesses:

Beautification Lack of public transportation Venue hours Inconsistent branding messages

Opportunities:

Music/Nightlife MyABI Thematic itineraries Cedar Creek Waterway/Kirby Lake Downtown convention hotel Expo Center renovations Engaged new generation

rate through February. March-May occupancy fell to 44.33 percent with a rate of $82.79. Economy lodging inventory consists of 1,583 rooms. v

Objectives:

Grow leisure travel traffic during times when hotels need business.

Increase website traffic and measure meaningful return on investment.

Share branding messages that appeal to travelers from Texas.

Target road trip traffic.

Increase economic activity with “Live Like a Local” itineraries.

Strategies:

Advertise in consumer and trade magazines, e-newsletters, cable TV in Texas and Oklahoma.

Maintain engaging content social media platforms.

Distribute brochures at local and statewide visitor centers and mailed to potential visitors by request.

Create engaging native content via TourTexas.com.

Maintain static and digital billboards on high traffic locations on Interstate 20 and other drive markets.

Targeted digital advertising for events, branding messages.

Leverage earned media to target Texas road trippers.

Measure engagement through traffic to website, e-mail sign ups, video views and social media followers.

Update and refresh the website to reflect digital findings.

Create engaging e-newsletter targeting locals and potential visitors.

Threats:

Marketing funding Competition from other cities Closed minded people Homelessness Safety

• • • • •

Abilenevisitors.com 190,817 users 86.8 percent new visitors Most Visited Pages: 419,840 total page views Calendar, Home, Things to Do, Coronavirus Updates, 127,922 from phone or tablet Major Attractions, Holiday Delights, Sports, Top cities: Dallas, Chicago, Austin, 10th Annual Outlaws & Legends Music Fest, Houston, San Antonio, Fort Worth, San Hunting, 7 Fantastic Things To Do with Your Kids, Angelo and Lubbock Restaurants, Coupons 6

Leisure Travelers: Visitor Sales & Services Objectives:

Solicit reunions.

Enrich the visitor experience.

Sell promotional items and Round Up Passes.

Conduct hospitality training classes.

Promote Centerstage and the Texas Music Friendly City Program.

Provide hospitable service to tour operators, reunions and visitors.

Strategies:

The ACVB will participate in the following trade shows: Texas Travel Counselors Conference American Bus Association Co-op travel shows with Texas Forts Trail and Team Texas.

Arrange “Bellman on Call” service for overnight tour operators and guests.

Promote and distribute Destination: ABI gift boxes.

Solicit and host advance or post-familiarization trips with ABA. Research a feasible and manageable digital Round Up Attraction Pass.

Research the interest and feasibility of an Arts and Crafts pass or itinerary.

Research e-commerce potential to sell Abilene swag.

Since ABI Rerouted program’s launch in Spring 2016: 850 kits have delighted diverted passengers during turbulent weather, underscoring Abilene’s brand for extraordinary hospitality.

7

Strengths:

Central location Attractive venues ACVB services ACVB sales team Expo Center DJ Youth Sports Center

Weaknesses:

Limited air service Limited hotels with convention space Distance from hotels to convention center Limited resources (staff and funding)

Opportunities:

Convention hotel New and improved venues SoDA District

Meeting & Event Planners

W

ith new tourism products to promote, the ACVB staff will communicate “meet safely� guidelines to recapture lost business from COVID-19. In addition, we will target group business to utilize the new Expo Center arenas, youth sports and displaced events due to restrictions. Our vision goes beyond 2021 with this business plan, which employs a management-by-objective approach with quantifiable goals and strategies. v

Objectives:

Results first: Move the needle. Recapture 50% of business lost from COVID-19. Generate $20 million or more in economic impact through group events and meetings.

Service first: Deliver uncompromising service and experiences to all groups meeting in Abilene.

Story first: Tell the destination hospitality story and the value story of working with the Abilene CVB. Planners first: Deliver meaningful and highly personalized sales and marketing communications to meeting and event planners.

Threats:

Strategies:

Meet safely

Group sales

Meeting services Marketing/advertising

Digital bid packets

Secure repeat business

Priority booking system

Engaging landing pages on abilenevisitors.com

Public relations and communications

Sales blitzes in Abilene and Austin

Funding Affects of COVID on conventions Competition from other cities Convention Center rental increase Increased role of intermediaries

Micro Markets:

Association Meeting Planners Corporation Meeting Planners Military Planners Third-party Meeting Planners Tour Operators Reunion Planners Meeting Attendees SMERF (Sports, Medical, Education,

Religious and Fraternal) Planners

206 rooms v

38,700 square feet v

Meeting Space v

Doubletree Hotel in the heart of downtown Full-service Restaurant & Bar v 200 parking spaces

8

Meeting & Event Planners: Sports

Acustomer service and collaboration. The Dodge Jones Youth Sports Center opened in February of 2020, and the bilene’s central location and hotel inventory is ideal for the sports market. Abilene enjoys a strong reputation for

ACVB will target events to utilize this state-of-the-art facility. v

Objectives:

Praise & Gratitude “I want to thank you on how great Abilene takes care for the state meet, we look forward to many more years there. Thank you for taking care of me and my guys, you are great. God bless.”

Kirk Stroud Powerlifting State Tournament 2019

“We liked Abilene for a lot of reasons. It’s the perfect size to host the tourney. Commuting around town is not an issue and you don’t have to plan around traffic. Chance of a rain out is minimal. Abilene has plenty of nice facilities including nice university and country club settings. The tourney has been run smoothly and stayed on schedule.

It’s a fairly neutral distance from Houston, SA, and Dallas. People in Abilene are friendly and we have received great service at Hotels and Restaurants while staying in Abilene.”

Travis Radtke, Friendswood, Texas USTA-Texas Slam

Increase sports bookings by 5%.

Maintain and enrich relationships with hotel staff and owners.

Increase economic impact for sports by $1 million.

Create fundraiser for the Abilene Sports Alliance to generate $10,000 in revenue.

Solicit events eligible for the Texas Event Fund.

Strategies:

Update the sports pages on website to make it more engaging.

Target customers for a direct mail promotion for the Dodge Jones Youth Sports Center.

Establish quarterly meetings with hoteliers.

Create a new video to promote the Dodge Jones Youth Sports Center.

Develop an attractive, easy-to-use digital sports bid.

Attend Trade Shows: Sports ETA is the primary network for communication and networking for the sports events and tourism industry. Sports ETA is comprised of members who attract sporting events to their communities, such as sports commissions, destination marketing organizations (DMOs), parks and recreation, event owners, and vendors who serve the sports events and tourism industry.

9

Meeting & Event Planners: Conventions

M

eetings and conventions are the backbone of the ACVB. The development of a downtown hotel will be a valuable asset for the long-term growth for this market. The core belief of the ACVB is that building trusting relationships through personal contact is key to growing group business. v

Objectives: 6/1/2019-5/31/2020

Meetings Hosted & Serviced Meetings: Delegates: Direct impact:

210 53,931 $19,117,205

Assisted Bookings Meetings: Delegates: Direct impact:

80 6,530 $1,043,660

Future Bookings Meetings: Delegates: Direct impact:

167 66,492 $23,698,017

Increase hotel bookings by 5%.

Grow government meeting business by capitalizing on $94 federal per diem.

Alert meeting planners to new and improved meeting space inventory.

Strategies:

Direct sales to known meeting and association planners.

Advertising in industry publications.

Targeted email campaigns.

Quarterly sales calls to the state capital to court meeting planners.

Update convention video showcasing Abilene for sales bids.

Renovations and expansion at the Taylor County Expo Center already are attracting new business.

Incentives for sizable conventions that use the Abilene Convention Center.

Conduct a local sales blitz to encourage locals to bring conventions to Abilene.

Austin Sales Blitz to 200 meeting planners to share news about Abilene’s new and improved venues after groundbreaking for new convention hotel downtown.

Exhibit and network at tradeshows: • Southwest Showcase • Meeting Planners International • Texas Society of Association Executives • Connect Texas Seek out new marketplaces and publications to promote the downtown convention hotel.

Target government meeting planners.

10

Convention Services

Praise & Gratitude The members of the club were so grateful for the hospitality and kindness shown to them by all the ABILENIANS they encountered. Our Club has an Annual Spring Tour to different cities in Texas and they were so impressed and grateful ... We enjoyed The Grace Museum, Frontier Texas, The 12th Armored Division Museum, and Casa Authentique.

Sincerely,

Wendell and Celina Fennell

North Texas Vintage Tbird

Just wanted to let you know my department has received tons of compliments for hosting the fall JJAT conference. I personally have been told it was the best one ever put on in the state!

We are very proud and I have a wonderful team around me that takes pride in everything we do! Teresa Clifton let me know the money it brought to Abilene, and I could not be more proud!

Respectfully, Allison A. Stafford Chief Juvenile Probation Officer Taylor County Juvenile Probation Department

Meeting & Event Planners: Services Objectives:

Provide uncompromising service to convention and groups meeting in Abilene.

Better communicate the value of working with the Abilene CVB. Embrace sustainability.

Encourage visitors to stay longer.

Strategies:

Create engaging itineraries for convention goers.

Contact every meeting planner within one month of the definite booking to begin conference planning.

Create a comprehensive list detailing Heroes of Tourism (HOT) ACVB resources for hosting a meetHosts earn awards for bringing events and ing in Abilene. meetings to Abilene.

Continually update the Meeting Planning Guide.

Create group specific itineraries encouraging convention goers to arrive a day early or stay longer.

Create a “meetings made easy” link to upload on association’s website communicating enticing events and things to do while convention goers are in Abilene.

Meetings Serviced: Sports: 152 Hotel/Motel: 73 Expo Center: 24 Other: 13

Convention Center: 11 Education: 9 Motorcoach: 2 Church: 6

ACCOMMODATIONS ACTIVITIES ENTERTAINMENT EXHIBIT SPACE

MEETING PLANNERS GUIDE ABILENEVISITORS.COM

11

Community Objectives:

Strengths:

Cooperative spirit Community leadership Relationships with leaders Engagement with elected officials Investments in downtown Creative minds City Councilmembers

Weaknesses:

Airlift 4B to invest in tourism development Transportation around town Lack of resources Downtown lighting Beautification

Opportunities:

Collaboration with tourism partners Cooperative marketing opportunities Music Friendly designation Downtown development New tourism venues

Threats:

Funding and resources Homelessness Safety Naysayers Crisis

Increase customer service quality, service standards and destination product knowledge for frontline employees and hospitality partners.

Elevate the value of the Abilene CVB, its partners and tourism to local community.

Encourage collaboration and communication among tourism venues and partners.

Grow economic impact to Abilene through increased meetings or visitor days.

Enrich visitor experiences.

Strategies:

Empower local residents to drive economic impact through “I AM Abilene” campaign.

Implement a local sales blitz to solicit meetings and conventions.

Abilene CHAMPions Hospitality Class students pose after Continue recognizing local HOT HOSTS. a downtown tour with cowboy poet “Gus McDusty.”

Expand outreach to tourism partners with marketing and messaging opportunities.

Implement a strategic community ambassador/influencer program.

Promote “Storybook Capital of Texas” and “Storybook Capital of America” brand year-round.

Collaborate with partners to open Mondays during the summer and spring break.

Partner with local venues to defray costs through cooperative advertising partnerships.

Quarterly meetings with tourism partners to better collaborate on events and activities.

Share engaging stories about tourism partners.

Quarterly meetings with hotels.

FLY ABI: American Airlines serves ABI/DFW route with 86,400 seats annually.

Envoy Air provides scheduled airline service under the American Eagle brand, with five to seven flights daily during normal operations.

The airport maintains three runways. Abilene Aero serves as the base operator and offers self-fueling, as well as full-service fueling for private pilots and charters.

12

Organization Objectives: Strengths:

Leadership and staff Engaged and active board Board structure Data driven Industry leader Creative thinkers Teamwork Transparent

Weaknesses:

Lack of diversity Financial resources Limited staff and workspace No succession plan Need to share successes

Opportunities:

Young professionals Board advocacy Contract with outside agencies Generate non-tax revenue income Communicate the tourism story Music industry

Grow awareness and positive perceptions about the business of tourism.

Increase hospitality and service standards.

Encourage collaboration and communication among tourism venues partners.

Visit and meet safely messaging for hospitality partners.

Improve engagement and reporting to City Council.

Promote musicians and Abilene Centerstage.

Strategies:

Implement a strategic Abilene ambassador/influencer program.

Provide orientation and training to board members.

Quarterly meetings with tourism partners to better collaborate with events and activities.

Create a more diverse board of directors.

Increase board member advocacy with elected officials.

Consistent communication with stakeholders about Abilene’s tourism products and events.

Share good news stories about the ACVB across all channels.

Establish evaluation system for board members and staff.

Revise all internal policies and procedures.

Threats:

Funding Competition from other cities Outside negativity diverts efforts Employee burnout

13

Organization: Board and Staff Jay Evans, Chair Designated Members (with vote) Deonnna Galbraith, Chair-Elect Monica Devora (Hotel) Margaret Hoogstra, Secretary Darla Yarbrough (Hotel) Donna Long Wolfer, Treasurer Amanda O’Connor (Restaurant) Betty Hukill, Past-Chair Casey Kilborn (Restaurant) Allison Alvarez Rochelle Johnson (Expo Center) Allison Carroll Molly Moser (Convention Center) Emerald Cassidy Kathy Keane (TMCN) Scott Clowdus Tammie Virden (Texas Forts Trail) Myra Dean Jeff Salmon (Frontier Texas!)

David Eldridge Don Green/Kate Alvarez (ABI) Ted Evans Sam Ferguson Gary Grubbs Michael Hernandez George Levesque Brandon Osborne Ex-Officio Members Alex Russell Darrin Black, Chamber Chairman Travis Ruiz Doug Peters, Chamber President Tim Smith Mari Cockerell, City of Abilene - Communications

Nanci Liles Executive Director

Debi Schultz Director of Sales

Chelsea Brooks Technology Marketing

Pam Sites Kelly Thompson Gaea Yip Convention Services Communications Director Marketing Assistant

Tiffany Nichols Dawn Meadows Visitor Services Manager Convention Sales Manager

Terri Black Resource Specialist

Advisory Council (past chairs, without vote)

JV Johnson Tim Yandell Jim Tallant Larry Sanders Dr. Doug McIntyre Donna Albus David Gist Charles Hughes Phillip Wicker Dr. Russell Dressen Brandon Polk

The staff of the Abilene Convention and Visitors Bureau thanks the hardworking board for their consistent and passionate effort to promote Abilene as a destination, their willingness to volunteer in many capacities and their advocacy for the tourism industry.

14

DMO Competitive Analysis 2019 DMO Competive Analysis 2020 City

Total Hotel Rooms

Conf. Center

Sq Ft

Conv spend Per day per delegate

#2019 # Employees groups hosted

# Rooms within 1 miles of Conf. Center

130,000

$195-Conv/$117 sports

425

8FT/1PT

206 *planned

$140Mtg/$109 Sports

109

$204

9 FT 3 PT 12 16 6 FT/2 PT

0 0 2591 194

2020/2021 Projected Budget

Does your city have Expo Center?

If so, how many ppl does it host annually? $1.4 m 345,000

# Motocoaches

Airlift

7

AA Eagle

$1.6 m

Not a targeted market Not a market

AA Eagle

Abilene Amarillo Beaumont

3,644

Convention Center

3,700

Bryan College Frisco Kerrville Longview Lubbock

6,000 3,081 1,018

Ford Park BMT Civic Center No Conf. Center Hotel connected

93,000 42,000 22,000

$149

200 196 392

6,407

Lubbock Memorial

300,000

$209

459

15

1529

3.8M

Midland Odessa Plano Tyler Wichita Falls

4,418

(opening sept)

76,000

201

6

262

$1.7 m

7,200 3,198 2,327

Plano Event Center Harvey Conv. Ctr MPEC

81 120 40

10 FT & 2 PT 4 4 FT-1PT

(0) 175 planned 0 0

$5.2m 700,000 500,000

86,400 $227-Conv/$159-Sports 34,349 $125 110,000 $110

$2.5 m $4.1 m $841,500

200,000 No 81,000

7

AA Eagle & United AA hub, SW hub N/A

Venue tax passed

8

SW, AA, United

250,000

1

SW, AA, United

No

9 12

All AA Eagle AA

No

15

ACVB 2020-2021 Budget City of Abilene Room Tax

1,630,000

1,467,000

Interest

1,500

2,000

Other Income

2,000

2,000

Promotional

5,500

7,000

Sports Alliance

10,000

18,500

Cooperative Advertising (co-op billboards)

28,000

23,500

1,677,000

1,520,000

TOTAL INCOME: ADVERTISING & MARKETING Promotional Materials

56,700

Advertising

489,930

Billboards

102,000

34,750 Moved promos into department budgets 511,820 286,000 designated funds 91,045 23,400 co-op reflected in revenue

Travel Info. Material

35,000

35,000

Incentive Marketing

15,000

13,100

Awards/Recognition

1,000

1,500

Marketing Research

20,000

5,000

Photography

2,000

1,000

ACVB Meetings (hoteliers, board)

1,500

1,500

Sales - Convention & Group

42,000

48,150

Sports Sales

31,240

27,145

Convention and Sports Services

91,510

85,200

111,700

102,000

Designated Funds for Convention and Sports Servicing Technology programs, contractual (designated funds) Sports Alliance Scholarships & Grants

24,000

24,000 Technology programs contractual

8,000

18,500

Visitor Services and Sales

22,340

25,300

Communications

17,120

14,000

3,000

5,700

Executive Director Sales

11,000

12,800

Heritage Tourism-Tx. Forts Trail

10,000

Technology Marketing Manager

Total Advertising & Marketing

1,095,040

8,000 Designated funds 1,065,510

16

ACVB 2020-2021 Budget OPERATIONS Accounting Administrative Fee Audit and Legal

2019-2020

2020-2021

7,200

7,200

30,200

29,000

2,400

Automobile Expense/allowance Office Supplies Repairs and Maintenance Computer Services Equipment & Furniture Postage & Freight Equipment & Furniture Rental

3,000 Increase due to new auditing procedures

10,000

10,000

6,000

5,000

940

1,000

15,000

17,000

2,500

2,500

12,000

10,000

3,000

-

Printing

18,000

18,000

Telephone

10,000

10,000

Rental of Facilities (Depot)

126,000

Operations Liability and Property Insurance

144,000 120,000 from designated fund

2019-2020

2020-2021

900

1,200

Depot Building Fund

25,000

25,000

Dues & Subscriptions

15,000

14,190

Operation Reserve Fund

12,000

Depreciation Total Operations PERSONNEL & RELATED EXPENSES Salaries

Moved to building fund expense

Suspend for the year

18,000

18,000

314,140

315,090

2019-2020

2020-2021

504,000

531,000

Payroll Tax (FICA 7.65%)

38,500

40,000

Group Insurance

71,500

62,000

Retirement

40,520

41,000

Unemployment Tax

4,500

4,500

Workers Comp Tax

1,500

1,500

Total Personnel

660,520

680,000

TOTAL EXPENSES

2,069,700

2,060,600

Convention Services

111,700

102,000

Advertising/Marketing/Convention/contractual

149,000

286,600

City of Abilene (Meeting Space)

108,000

120,000

24,000

24,000

392,700

540,600

1,677,000

1,520,000

Designated Funds:

Heritage Tourism

8,000

Technology programs, contractual Less Designated Funds TOTAL

17

Convention, Group & Sports Services October 2020 - September 2021 Servicing 2020-2021 OCTOBER Abilene Speedway Southern Challenge AISD Bill Wallace Invitational Golf Tournament AISD Halloween Classic Big Country Race Way - Fall Spooktacular CHS Class of 1970 50th Reunion Expo Center Commitments Fort Phantom Bridge Narcotics Anonymous Shift Sector Race Stock Horse UIL Team Tennis 4A & 6A USA Softball Frightfest Fastpitch Softball Tournament Ward Brothers Productions Senior Team Roping Finals West Texas Rural County Association Women's Senior Golf Championship WT Judges and Commissioners TOTAL NOVEMBER Expo Center Commitments Animal Control Big Country Race Way Thanksgivng Throwdown Big Country Soccer Assn - Extreme Tournament Marine Corp Ball Polk Key City Invitational Girls Basketball Ranch Management Special Olympics UIL Region 1-4A Volleyball - McMurry USTA Super Champs West Texas Al-Anon Winter Semi Annual TOTAL DECEMBER Expo Center Commitments AISD Key City Boys Basketball Tournament Catclaw Classic Invitational Boys Basketball Eula ISD Holiday Classic Basketball FDLIC Minda Street COC - Love Bank Institute Silver Spur Gun & Knife Show Texas Assn of Counties Texas Forensic Assn.

USTA Champs Major Zone Tournament Winter Lightfest TOTAL JANUARY Ben E. Keith Expo Center Commitments National Cutting & Spectacular Private School Music Educators USA Softball USTA 2021 Sanction Events West Texas Rehab TOTAL FEBRUARY Expo Center Commitments Abilene Speedway Ice Breaker ACU Sing Song AISD Cooper Invitational Tennis AISD Ice Breaker Fast-Pitch Tournament DRI Celebrity Quail Hunt Farm and Ranch Expo Science Educators TET Reunion USA Volleyball FrontierFest TOTAL

Delegates

800 300 320 200 40

400 100 200 700 470 150 120 100 80 300 4,280

$

150 200 200 50 160 55 400 300 400 150 2,065 800 250 650 250 100 75 20 330 500 2,975 180 500 190 85 2,400 100 3,275 700 1,000 500 200 150 200 100 142 300 3,292

Groups/ Conventions

100 200 300 400 200 500 660 3000 5,360 $ 500 200 200

100 1,000 $

1,000 660 200 100 500 2,460

Sports Support Convention Center 1,000 300 200 250

300 2,300

200 400 200 300 350 1,450

2,500

4,025

500 100 300 2,650

$

9,060 13,085

$ . $

2,500 2,500

$

2,500

300 150 800 500 300 200 2,250

2,500

850 150 500

200 1,700

-

350 1,500 300 200

Designated SAÂ Grant

$

5,000 7,500

$

5,000

5,000

3,500

1,300 1,300

1,000 -

4,500

-

4,000

500 200 250

300 1,250

-

4,000

-

18

Convention, Group & Sports Services October 2020 - September 2021 MARCH Expo Center Commitments AISD AHS Sharon Wartes Eagle Invitational Tennis AISD Lady Eagle Golf Boys Powerlifting HSU Spring Break Softball Tournament Outlaws and Legends MusicFest

Delegates

Groups/Conventions

800

200

100 3,400 100 10,000

USTA Challenger WT Pharmacy Associatioin APRIL ACU Class of 1970 Expo Center Commitments AOK Wild, Wild West Karate Tournament MHS Class of 65 Reunion UIL Programs Spring - ACU West Texas Al-Anon MAY Expo Center Commitments American Kennel Club Epsilon Sigma Alpha Girls Pixie State Tournament Texas Water Utilities USBC - Delegates Meeting USTA Challenger Western Heritage Classic

Sports Support

Convention Center Designated SAÂ Grant 2,500

100

2,000

300

200 150

660

200

TOTAL

14,750

660

85

500

TOTAL

500 40 3,000 110 3,650

100 200 300

800

1,000

-

4,500

1,200

-

2,500

2,000 3,000

1,200

2,500

-

2,500

TOTAL

JUNE Expo Center Commitments Calf Festival ITA Summer Circuit Original West Texas Baptist Professional Disc Golf - Wild Hair TASA - Girls Pixie Tournament Texas High School Rodeo Texas Showcase League Baseball USA Softball Lone Star Showdown

TOTAL JULY Expo Center Commitments AJGA Bob Estes Tournament AYSA Jon Smith Memorial Volleyball Tournament Little League Baseball & Softball Original Team Roping Texas Cornhole Tour de Gap TX Showcase League Baseball TOTAL AUGUST Expo Center Commitments AISD Bev Ball Volleyball Tournament AISD District Fall Team Tennis Farm Fest Youth Bull Riding TOTAL SEPTEMBER Abilene Softball Association - West Texas USSSA ACU Volleyball Wildcat Classic AISD Cougar Classic Boys Golf Anime & Gaming Convention Expo Center Commitments LULAC Labor Day Softball McMurry Warhawk Invitational Tennis Tournament NJCAA Fall Board Meeting WT Fair USTA Champs Major Zone Tournament

TOTAL

2020-2021 TOTAL

400 125 650 300 140 90 5,000 6,705 100 300 350 120 650 1,500 800 140 3,960 350 225 1,200 5,000 170 200 800 7,945

1,500 500 600 500 3,100 285 200

1,050 120 75 400 2,000 200 40 800 500 5,185 60,232

200 950

485

500 100 1,950 500 200

0

0

0

500 200 500 1,900

4,000

18,000 4,000

20,500

0

2,500 2,500 550

5,000 4,000

5,000

550

14,000

5,000

2,500

500 200 0

3,000 5,500 2,500

300 150 900

500 450 1200 2,150

750

700

0

1,500 7,500 11,500

0

2,500

1,000 400 200

$

500

500 250 200 500 17,615

5,000

2,500

200 2,250

-

20,700

18,835

10,000 89,500

500 10,500

19

Convention, Group & Sports Services October 2020 - September 2021 2020-2021 Tentatives Potential conventions NCAA or Conference Championships ITA SW Regional (September) Junior Beefmasters Breeders Midwest Winter Race Series National Intercollegiate Rodeo Assn.

National Jr. Brangus Breeders Assn.

Santa Gertrudis TAPPS - District/Regional Track TWA Big Game Awards United Research International Nuitrition & Food Tentative Totals Group Servicing Operations 2020-2021 Convention and SportsServices Operations Planning meetings, operations, registrations Convention bags VIP gifts (hats, flags, salsa, chips etc) Professional Development Name tags/lanyards Acrylic Texas HOT HOST Convention Rental in excess of 15,000

Delegates Groups/Conventions Sports 5,000 6,000 500 500 150 250 400 120 200 1,250 450 525 500 800 500 150 100 120 200 9,465 6,700 1,550 69,697 24,315 $ 22,250

Operations

Convention Center

Group Servicing

Total services

Designated Sports and Group Servicing Total

Convention Center

Designated

Grants

6,000 4,000 2,500

$

18,835

$

12,500 102,000

Event Trust

$

10,500

2,500 16,500 8,000 1,000 3,100 1,200 2,500 34,800 3,835 46,565 85,200 102,000 187,200

20

The Abilene Convention & Visitors Bureau is an affiliate of the Abilene Chamber of Commerce and the destination marketing organization (DMO) for the City of Abilene.

The ACVB is funded by a portion of the city hotel occupancy tax collected from lodging guests.

1101 N. First StreetvAbilene, Texas 79601 v 325-676-2556 vabilenevisitors.com