August 23, 2018 Executive Committee Meeting Presentation

ACVB EXECUTIVE COMMITTEE MEETING THURSDAY, AUGUST 23, 2018 | 8:00 a.m.

ACVB BOARD ROOM

CALL TO ORDER

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JOHN STEPHENSON CHAIR, BOARD & EXECUTIVE COMMITTEE

DESTINATION REPORT

MARK VAUGHAN PLACE IMAGE HERE

EVP/CSO

ATLANTA OCCUPANCY – July 2018 July 2018 YTD Occupancy ACVB Tax Revenue District

Hotels w/500+ rooms

Hotels within 1-mile radius of GWCC

Metro Atlanta

Source: STR

2017

2018

73.6%

76.3%

76.5%

80.8%

74.0%

78.4%

71.4%

71.8%

KEY SALES ACTIVITIES Through July, we are 99% of our room night goal and 117% of our lead goal.

Direct Sales Events

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ASAE Annual Meeting Experient E4 Kellen Annual Connect Student Youth Travel Florida MPI ASAE Five Star World Travel Market

Chicago Anaheim Chicago Salt Lake Baltimore Orlando Colorado Springs London

Green Up = 10% above average Orange Equals = Within 10% +/- of average Red Down = 10% below average

BOOKINGS

Note: These numbers differ slightly from the Productivity Report due changes in room blocks and distribution of booking credit.

July 2018

Additional Rooms

Grand Total

637 118,473

2018 YTD

Additional Rooms

Grand Total

61,458

929,885 Red Up = 10% over average Orange Equals = Within 10% +/- of average Green Down = 10% below average

MAJOR GROUPS FOR FUTURE YEARS

ATLANTA CONVENTION & VISITORS BUREAU FINANCIAL STATEMENT SUMMARY WITH FORECAST THROUGH JULY 31, 2018

CONSOLIDATED

CONSOLIDATED

2018

2018

2017

2018

2018

ACTUAL

BUDGET

YTD

YTD

2018

ACTUAL

YTD

FULL YR

FULL YR

YTD

VARIANCE

BUDGET

FORECAST

SUPPORT & REVENUE Public Sector

15,035,774

14,229,087

14,070,879

806,687

23,951,587

25,149,166

Private Sector

2,464,024

2,084,434

3,341,471

379,590

9,067,000

9,067,000

17,499,798

16,313,521

17,412,350

1,186,277

33,018,587

34,216,166

5,297,139

5,384,631

5,296,784

87,492

9,565,102

9,565,102

TOTAL SUPPORT & REVENUE

EXPENSE Payroll & Related Expense Other Operating Expense

565,277

560,273

642,718

(5,004)

837,000

837,000

Direct Promotional Expense

9,643,179

9,183,468

8,827,657

(459,711)

20,330,190

21,430,190

Capital Expense

1,032,834

1,004,881

1,115,470

(27,953)

1,899,000

1,899,000

16,538,429

16,133,253

15,882,629

(405,176)

32,631,292

33,731,292

961,369

180,268

1,529,721

781,101

387,295

484,874

TOTAL EXPENSE

EXCESS(DEFICIENCY) OF REVENUE OVER EXPENSE

MARKETING UPDATE

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ANDREW WILSON EVP/CMO

MARKETING GOALS Period

Destination Demand

Content Distribution

Brand Engagement

2018

107

133

111

Q4 Q3 Q2 Q1

108 105

97 155

105 155

MARKETING GOALS

BUILT ON THE BERNHARDT ENGAGEMENT INDEX CONCEPT Destination Demand

Content Distribution

Brand Engagement

Demand (room nights)

Website page Views

Social Shares, likes, comments, re-pins, retweets

Transient leisure weekend Social media impressions demand Video Views Attendance vs MP eCRM distribution expectation Display ad impressions [Quarterly/bi-annual perception tracking study] Syndicated content impressions

Page views/Visit Mobile Page views/Visit Desktop

Email open rate Email opt-ins

TV/Radio GRPs

PPC clicks

Print Distribution

Website ad clicks/Visit

Out of Home audience reach

Member page clicks/Visit Video channel subscriptions

China Marketing Campaign To support the new Delta Shanghai-Atlanta flight, we are investing in a custom program developed by Brand USA, which targets Chinese leisure travelers.

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Multi-channel content distribution OTA display and microsite Social Media Brand USA Destination websites*

- $24,000 - $30,000 - $30,000 - $ 8,500 - $92,500

*Atlanta city page on international sites including VisitTheUSA.com, GoUSA.cn, etc.

Multi-channel - $24,000 o Mafengwo - TripAdvisor-like UGC travel journals and guides

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Baidu iQiyi – Netflix/YouTube-like video streaming service with over 500 million monthly users, 50 million subscribers

OTA - $30,000 o Ctrip - Expedia-like OTA with 300 million registered users, 75 million daily users

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Social Media - $30,000 o WeChat - Multifunctional online chatting mobile app 1,040 million monthly active users o Weibo - Combination of Twitter and Facebook: 392 million monthly active users

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@christopherbw

PRESIDENT’S REPORT

WILLIAM PATE PRESIDENT & CEO

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OLD BUSINESS •

Admission of Daryl Evans as an Honorary Member of Atlanta Convention & Visitors Bureau, Inc. (Resolution)

•

Election of Daryl Evans as a member of the Board of Directors (Resolution)

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NEW BUSINESS

ADJOURN