September 27, 2017 Board Presentation

ACVB BOARD OF DIRECTORS MEETING WEDNESDAY, SEPTEMBER 27, 2017 | 8:00 a.m.

ATLANTA HISTORY CENTER

CALL TO ORDER

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CHRIS COAN CHAIR, BOARD & EXECUTIVE COMMITTEE

WELCOME

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SHEFFIELD HALE PRESIDENT & CEO ATLANTA HISTORY CENTER

DESTINATION REPORT

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MARK VAUGHAN EVP/CSO

ATLANTA OCCUPANCY – AUGUST 2017

August 2017 YTD Occupancy

2016

2017

ACVB Tax Revenue District

75.4%

73.1%

Hotels w/500+ rooms

78.1%

76.7%

Hotels within 1-mile radius of GWCC

75.2%

73.5%

Metro Atlanta

71.3%

71.0%

KEY SALES ACTIVITIES Through August, we are 85% of our room night goal and 111% of our lead goal

Direct Sales Events

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•

U.S-China Tourism Leadership Summit

Atlanta

•

ASAE Leadership Meeting

Atlanta

•

GAMPI Fall Classic

Atlanta

•

IMEX

Las Vegas

•

American Express

Orlando

•

Rejuvenate

Cincinnati

•

Natl. Coalition-Black Mtg. Planners

Oakland

•

Holiday Showcase

Chicago

•

IAEE

San Antonio

DEMAND SHARE TOP 25 MARKETS LUXURY & UPPER UPSCALE

MONTHLY

YTD*

BOOKINGS August 2017

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

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

Additional Rooms

Grand Total

4,954 164,402

2017 YTD 2017 YTD

Additional Rooms

Grand Total

66,531 896,514

MAJOR GROUPS FOR FUTURE YEARS

FINANCIAL UPDATE

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GREGORY PIERCE EVP/CAO/CFO

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MARKETING UPDATE

ANDREW WILSON EVP/CMO

MARKETING GOALS REDEFINED •

Old goals focused primarily on web traffic • Historically a good proxy for visitation

•

Added Engagement Index • Social Media • Newsletters • Interactions with website (member referrals, ads)

•

What’s missing?

• Content Distribution beyond web • Sales Support

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@christopherbw

MARKETING GOALS DESTINATION DEMAND Increase destination wide demand for group and transient leisure, and exceed meeting attendance expectations. Measures/KPIs as for Sales/CS

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CONTENT DISTRIBUTION Provide information (content) about the destination: dreamer/inspiration articles and videos, planning content such as insider guides, events, things to do. Measures/KPIs, both organic and paid BRAND ENGAGEMENT Promote advocacy (engagement) for the brand. Measures/KPIs, both organic and paid

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

MARKETING GOALS Destination Demand

Content Distribution

Brand Engagement

Q1 106

Q1 113

Q1 148

Q2 104

Q2 97

Q2 102

YTD 105

YTD 111

YTD 114

“HELLO SUMMER” – S.E. REGIONAL CO-OP CAMPAIGN • 10 Partners • Promoted through Digital, Social, e-mail, Broadcast TV and Radio and Social Influencers • Total Impressions

34,564,758

Digital: 3,240,949 Social: 18,256,859 Broadcast: 13,066,950

• Total YouTube Views

• Total Clicks

100,048

63,879

“PASSPORT TO ATLANTA” – GROUP CAMPAIGN • March 31 – August 15 • Promoted through Digital (Display & Retargeting), Facebook and LinkedIn

• Total Impressions

2,757,823

• Total Clicks

20,457

• Total Leads

526

New to ACVB

287

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GEORGIA TECH ATHLETICS TODD STANSBURY DIRECTOR OF ATHLETICS GEORGIA TECH ATHLETIC ASSOCIATION

DEVELOPMENT AROUND GSU STADIUM

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SCOTT TAYLOR PRESIDENT & CEO CARTER USA

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@christopherbw

PRESIDENT’S REPORT

WILLIAM PATE PRESIDENT & CEO

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OLD BUSINESS

GREGORY PIERCE

ADJOURN