January 23, 2020 ACVB Executive Committee Meeting Presentation

ACVB EXECUTIVE COMMITTEE MEETING THURSDAY, JANUARY 23, 2020 | 8:00 a.m.

ACVB BOARD ROOM

CALL TO ORDER

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JO ANN HEROLD CHAIR, BOARD OF DIRECTORS

DESTINATION REPORT

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MARK VAUGHAN EVP/CSO

ATLANTA OCCUPANCY – DECEMBER 2019 December 2019 YTD Occupancy ACVB tax revenue district

Atlanta convention hotels

Hotels within 1-mile radius of GWCC

Metro Atlanta

Source: STR

2018

2019

73.5%

74.2%

77.8%

79.3%

75.3%

76.7%

70.0%

69.5%

KEY SALES ACTIVITIES Year-end 2019 booking goal Year-end lead goal

101.6% 108.6%

Direct Sales Events

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Destination Showcase ASAE Winter Harvest RCMA Travel South Showcase Envision SISO CBI Pharma Forum NTA Final Four

Washington, D.C. Washington, D.C. Dallas Baton Rouge Las Vegas Dallas New York Anchorage Atlanta

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FINANCIAL REPORT

GREGORY PIERCE EVP/CAO/CFO

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2019 ANNUAL DISCRETIONARY PENSION CONTRIBUTION

STAN WILSON TREASURER CHAIR, FINANCE & HUMAN RESOURCES COMMITTEE

PRIOR DISCRETIONARY PENSION CONTRIBUTIONS • • • • • • • • • •

2018 – $350,000 2017 – $290,000 2016 – $330,000 2015 – $330,000​ 2014 – $250,000​ 2013 – $150,000​ 2012 – $200,000​ 2011 – $200,000​ 2010 – $151,000​ Zero for 2008-2009​

2019 DISCRETIONARY PENSION CONTRIBUTION • Option A – $350,000 (equal to 2019) • Option B – $375,000

MARKETING 2019 RECAP 2020 HIGHLIGHTS PLACE IMAGE HERE

ANDREW WILSON EVP/CMO

MARKETING GOALS Period

Destination Demand

Content Distribution Brand Engagement

2019

102

110

119

Q4 Q3 Q2 Q1

106 102 101 99

108 116 108 112

123 115 98 129

2019 KEY MARKETING HIGHLIGHTS SOCIAL MEDIA ‒

136 million impressions (+4% vs. Y.A.)

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7.5 million engagements (+50% vs. Y.A.)

EXPANDED I AM ATL CAMPAIGN PLACE IMAGE HERE

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+4 video shorts promoted on YouTube (now 26 in total)

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+415,432 video views

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10,289,840 media impressions / 1,062,446 social engagements

MUSIC VOYAGER ‒

Released two new episodes – United Atlanta and Atlanta’s Collaborators

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Produced three new episodes focused on Atlanta’s culinary scene

CO-OP CAMPAIGNS (SUMMER AND HOLIDAY) ‒

50,980,294 impressions (digital and SE radio);

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415,700 engagements (social)

2019 KEY MARKETING HIGHLIGHTS NEW TRADE SHOW BOOTH ‒

Introduced at ASAE Annual Meeting & Expo – Columbus, OH

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Focus on GWCCA new developments

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Developed Peloton “experience” to drive booth traffic – Silver Adrian Award

QUALIFIED SALES LEADS THROUGH CAMPAIGNS ‒

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416 in-house leads (253 new)

ENHANCED PARTNER SUPPORT ‒

Jazz Festival

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A3C Festival & Conference

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Atlanta Film Festival

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Atlanta Pride Festival

SELECTED NEW AGENCY FOR MARTECH OVERHAUL @christopherbw

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RFP to 7 agencies

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Madden Media the winner

2019 KEY MARKETING HIGHLIGHTS SUPER BOWL LIII ‒

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“Welcome to Atlanta” spot garnered 6,700,000 Nielsen rated impressions, aired 469 times for a total of 5 hours and 53 minutes

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Extended “Welcome to Atlanta” video received 377,447 views

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1,613,733 digital media and social media impressions

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604,044 page views of Super Bowl-related web content on our domains

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48 segments of unique Super Bowl content produced on Atlanta Channel

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13,100 Atlanta Now Super Bowl editions distributed in addition to regular issue

OPENED NEW CENTENNIAL OLYMPIC PARK VISITOR CENTER ‒

Lotus Eaters Club and Tiny Doors collaboration for interactive mural

2020 KEY MARKETING PROGRAMS DESIGN AND BUILD NEW MARTECH PLATFORM ‒

Migrate all domains to DiscoverAtlanta.com

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Build back-end systems to support publisher centric business model

MUSIC VOYAGER

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Release of four new episodes featuring Atlanta’s culinary scene

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Atlanta Film Festival premier

PUBLISHING ATLANTA COOKBOOK ‒

+30 featured chefs

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SXSW book release

SXSW ACTIVATION ‒

Taking new trade show booth

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Theme: “Atlanta Influences Everything”

FINAL FOUR ‒

Build on Super Bowl LIII learnings

ROLL OUT NEW MARKETING CAMPAIGN ‒

On A Different level – Q3/Q4

LEGISLATIVE REPORT

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MARCUS MARGERUM VICE PRESIDENT, GOVERNMENT AND COMMUNITY AFFAIRS

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@christopherbw

PRESIDENT’S REPORT

WILLIAM PATE PRESIDENT AND CEO

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OLD BUSINESS

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NEW BUSINESS

ADJOURN