February 28, 2019 ACVB Board of Directors Meeting Presentation

ACVB BOARD OF DIRECTORS MEETING THURSDAY, FEBRUARY 28, 2019| 8:00 a.m.

ATLANTA HISTORY CENTER

CALL TO ORDER

PLACE IMAGE HERE

DEXTER WARRIOR CHAIR, BOARD & EXECUTIVE COMMITTEE

WELCOME SHEFFIELD HALE PLACE IMAGE HERE

PRESIDENT & CEO ATLANTA HISTORY CENTER

DESTINATION REPORT

PLACE IMAGE HERE

MARK VAUGHAN EVP/CSO

ATLANTA OCCUPANCY – DECEMBER 2018 December 2018 YTD Occupancy ACVB Tax Revenue District

Major Convention Hotels

Hotels within 1-mile radius of GWCC

Metro Atlanta

Source: STR

2017

2018

72.9%

73.6%

75.3%

77.8%

73.0%

75.5%

70.0%

70.1%

ATLANTA OCCUPANCY – JANUARY 2019 January 2019 YTD Occupancy ACVB Tax Revenue District

Major Convention Hotels

Hotels within 1-mile radius of GWCC

Metro Atlanta

Source: STR

2018

2019

72.0%

72.7%

76.1%

80.0%

73.8%

77.8%

64.3%

65.9%

KEY SALES ACTIVITIES Through January 2019, we are at 97% of our room night goal and 116% of our lead goal.

Direct Sales Events

PLACE IMAGE HERE

NCAA Final Four Experient Envision CBI Medical Meetings Forum Travel South Conference Direct Partner Meeting MPI Kansas City SISO CEO Summit PCMA ASAE XDP

Minneapolis Las Vegas Philadelphia Myrtle Beach Atlanta Kansas City Miami Washington, D.C. Washington, D.C.

REPLACE WITH IMAGE FROM BARBERSTOCK OR REMOVE THIS NOTE TO KEEP CURRENT IMAGE

FINANCIAL REPORT

GREGORY PIERCE PLACE IMAGE HERE

EVP/CAO/CFO

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

CONSOLIDATED

CONSOLIDATED

2018

2018

2017

2018

2018

2018

ACTUAL

FORECAST

ACTUAL

YTD

FULL YR

YTD

YTD

YTD

VARIANCE

FORECAST

SUPPORT & REVENUE Public Sector

25,107,385

24,430,619

24,122,946

676,766

23,951,587

24,430,619

Private Sector

9,600,349

8,369,149

9,810,402

1,231,200

9,067,000

8,369,149

34,707,734

32,799,768

33,933,348

1,907,966

33,018,587

32,799,768

9,989,913

10,018,675

9,220,267

28,762

9,565,102

10,018,675

TOTAL SUPPORT & REVENUE

EXPENSE Payroll & Related Expense Other Operating Expense Direct Promotional Expense Capital Expense

TOTAL EXPENSE

983,164

1,048,007

1,010,961

64,843

837,000

1,048,007

20,896,610

19,579,915

21,102,513

(1,316,695)

20,330,190

19,579,915

1,876,212

1,800,229

1,787,958

(75,983)

1,899,000

1,800,229

33,745,899

32,446,826

33,121,699

(1,299,073)

32,631,292

32,446,826

961,835

352,942

811,649

608,893

387,295

352,942

EXCESS(DEFICIENCY) OF REVENUE OVER EXPENSE

REPLACE WITH IMAGE FROM BARBERSTOCK OR REMOVE THIS NOTE TO KEEP CURRENT IMAGE

PLACE IMAGE HERE

GOVERNMENT & COMMUNITY AFFAIRS REPORT MARCUS MARGERUM VICE PRESIDENT

MARKETING REPORT

PLACE IMAGE HERE

ANDREW WILSON EVP/CMO

2018 KEY MARKETING HIGHLIGHTS KEY METRICS ‒

Demand Index:

‒

Content Distribution Index:

‒

Brand Engagement Index:

104 99* 118

SOCIAL MEDIA PLACE IMAGE HERE

‒

131 million impressions

‒

5.0 million engagement

WEBSITE TRAFFIC ‒

5.6 million visits

DISCOVER ATLANTA APP ‒

1.2 million app "page views"

‒

7,736 average monthly active users

* Shifted some video distribution tactics to Facebook and Instagram where the views are included in the Engagement Index

EXPANDED I AM ATL CAMPAIGN • Produced and promoted 7 video shorts for social (6-30sec)

Continued positive momentum with visitor metrics • 1,339,000 views since campaign launch from inimpressions City of Atlanta: • 452011 million with average engagement rate of 9.3% • Occupancy up 13.4% or 2.2% annualized

• Promoted +11 YouTube videos (~2 min each) PLACE IMAGE HERE

• 465,787up views (875,000 campaign total to date) • REVPAR 41.5% or 6.9% annualized

•

• 51% VCR (Video completion rate – 30sec) vs. 23% ind. std.

• 30% of users viewed or to 100% Demand up 15.8% 2.6%completion annualized

• Promoted award-winning 3-min 360 VR scripted video • +1 million views on Facebook

* Metro market share of demand in top 25 Research showedup the5.6% I AM or ATL videos positively.9% changed the destinations approximately perception of “Atlanta is a creative city” amongst 68% of annualized 1,800 surveyed people

DEVELOPED NEW CAMPAIGN CONCEPT •Continued Hired localpositive creative momentum agency CHEMISTRY to develop with visitor metricsa campaign build on I AM ATL / Atlanta IS from 2011 concept in City oftoAtlanta: • Placed “On A Different Level” in quantitative research

• Occupancy up 13.4% ormedia 2.2%markets annualized • 449 respondents in target (Chicago, D.C., LA , NYC..)

PLACE IMAGE HERE

•

• Had visited / never visited / unlikely to visit breakouts REVPAR up 41.5% or 6.9% annualized • Creative Class / non-creative class breakouts

•• Among travelers “unlikely to visit Atlanta” in next 3 years Demand up 15.8% or 2.6% annualized • 57.4% “much more likely” or “slightly more likely” to visit after viewing the ads tested

• Among travelers who don’t think Atlanta is exciting

* Metro share ofordemand in top 25to visit after • 53.4%market “much more likely” “slightly more likely” viewing the ads destinations uptested 5.6% or approximately .9% • 78% of respondents find the creative very annualized authentic/authentic

ON A DIFFERENT LEVEL

FACEBOOK CANVAS AD RESEARCH CREATIVE

PLACE IMAGE HERE

ON A DIFFERENT LEVEL

INSTAGRAM STORY RESEARCH CREATIVE

PLACE IMAGE HERE

ON A DIFFERENT LEVEL ACTUAL MEDIA PERFORMANCE • Social (Facebook & Instagram)

PLACE IMAGE HERE

• Impressions: • Engagements: • Engagement rate:

1,041,774 118,442 11% vs 9% I AM ATL

• Digital • Impressions: • Video Completion Rate: • 100% completed views:

403,272 73% vs 50% I AM ATL 50% vs 30% I AM ATL

REPLACE WITH IMAGE FROM BARBERSTOCK OR REMOVE THIS NOTE TO KEEP CURRENT IMAGE

PLACE IMAGE HERE

@christopherbw

PRESIDENT’S REPORT

WILLIAM PATE PRESIDENT & CEO

REPLACE WITH IMAGE FROM BARBERSTOCK OR REMOVE THIS NOTE TO KEEP CURRENT IMAGE

PLACE IMAGE HERE

OLD BUSINESS

REPLACE WITH IMAGE FROM BARBERSTOCK OR REMOVE THIS NOTE TO KEEP CURRENT IMAGE

PLACE IMAGE HERE

NEW BUSINESS

ADJOURN

CYCLORAMA EXCLUSIVE PLACE IMAGE HERE

SHEFFIELD HALE