January 21, 2021 ACVB Executive Committee Presentation

ACVB EXECUTIVE COMMITTEE MEETING Thursday, January 21, 2021 8:00 a.m. via teleconference

CALL TO ORDER Kris Reinhard

Chair, Board of Directors

DESTINATION REPORT Mark Vaughan EVP/CSO

ATLANTA OCCUPANCY – DECEMBER 2020

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Source: STR

KEY SALES ACTIVITIES 2020 room night actual 2020 lead goal actual

90.0% 44.0%

Direct sales events

• •

Photo by Paul Daniel | @pauldaniel5010

PCMA – virtual RCMA – Charlotte

January March

FINANCIAL REPORT Gregory Pierce EVP/CAO/CFO

2020 FORECAST ASSUMPTIONS FOR THE PURPOSE OF FINANCIAL PROJECTIONS Hotel revenue for the entire year for the City of Atlanta projected to be down PLACE IMAGE HERE

63% to 64% Average occupancy rate for the entire year for the City of Atlanta projected to be between

35% to 36% @christopherbw

ATLANTA CONVENTION & VISITORS BUREAU STATEMENT OF REVENUE AND EXPENSE (in millions) Revenue – public Revenue – private Public revenue released/reserves Total revenue

ACTUAL FORECAST YTD YTD 12/31/20 12/31/20

$9.9 $3.1 $5.0

$10.1 $ 2.8 $ 5.0

$18.0

$17.9

Var Original 2020 ($0.2) $27.5 $0.3 $ 6.5 $0.0 $ 0.0 $0.1 $34.0

Direct promotional expense

$7.6

$7.4

($0.2)

$20.1

Payroll and related expense Operating expense Total expense

$8.8 $1.9 $18.3

$8.5 $2.0 $17.9

($0.3) $0.1 ($0.4)

$10.2 $ 3.1 $33.4

Excess (deficiency)

($0.3)

$0.0

($0.3)

$ 0.6

ATLANTA CONVENTION & VISITORS BUREAU BALANCE SHEETS (in millions)

AS OF 12/31/20

YE 2019

Var.

Cash and equivalents

$2.2

$3.2

($1.0)

Accounts receivable

$3.2

$5.1

($1.9)

Investments

$6.5

$11.5

($5.0)

Prepaid and other assets

$0.5

$1.0

($0.5)

Property and equipment

$2.9

$4.1

($1.2)

Total assets

$15.3

$24.9

($9.6)

Accounts payable and accruals

$0.9

$1.9

($1.0)

Deferred revenue and liabilities

$7.5

$11.9

($4.4)

Lines of credit

$1.5

$1.7

($0.2)

Lease liability

$0.7

$0.7

$0.0

Fund balance – unrestricted

$4.7

$8.7

($4.0)

Total liabilities and fund balance

$15.3

$24.9

($9.6)

MARKETING UPDATE

Andrew Wilson EVP/CMO

MARKETING GOALS – 2020 Period

Destination Demand

Content Distribution Brand Engagement

2020

113

112

128

Q4 Q3 Q2 Q1

113 114 108 104

127 105 96 105

150 108 104 117

MARKETING GOALS BUILT ON THE BERNHARDT ENGAGEMENT INDEX CONCEPT

Destination Demand

Content Distribution

Brand Engagement

Demand (room nights)

Website page views

Transient leisure weekend demand

Social media impressions

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

Attendance vs MP expectation

eCRM distribution

Video views Display ad impressions

[Quarterly/bi-annual Syndicated content perception tracking study] 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

BUCKHEAD EXPEDIA CO-OP CAMPAIGN Dec. 1, 2020 – Jan. 15, 2021

Key highlights for Buckhead market on Expedia portfolio: • • • • •

25% increase in travelers per day 35% increase in gross bookings per day 10% increase in average spend per traveler per day 30% increase in room night demand 5% increase in ADR

DISCOVER ATLANTA WEBSITE RELAUNCH Q4 HIGHLIGHTS Consolidated Atlanta.net and AtlantaMeetings.com into DiscoverAtlanta.com

No media investment to support change in domain (COVID-19 budget cuts) • +31% increase in traffic vs Q3 and improved from -59% Q3 to -38% Q4 YOY

• +53% increase in page views per visit to +/-2.75 (highest we have ever recorded)

PRESIDENT’S REPORT William Pate President and CEO

OLD BUSINESS

HONORARY MEMBER ELECTIONS t

Daryl Evans Great Southern Wood Preserving (YellaWood)

NEW BUSINESS

ADJOURN

DiscoverAtlanta.com