FY 2015-16 Annual Report for Columbia SC Midlands Authority Conventions, Sports & Tourism

MIDLANDS AUTHORITY FOR CONVENTIONS, SPORTS & TOURISM

FISCAL YEAR 2015-2016

ANNUAL REPORT

ExperienceColumbia.com

Mission Statements

MIDLANDS AUTHORITY FOR CONVENTIONS, SPORTS & TOURISM

Midlands Authority for Conventions, Sports & Tourism The Midlands Authority for Conventions, Sports & Tourism’s mission is to strengthen the area’s economy by promoting tourism in the region through active recruitment of new meetings, conventions, leisure travel and sporting events and by enhancing existing tourism through exceptional customer service.

Columbia Metropolitan Convention & Visitors Bureau The mission of the Columbia Metropolitan Convention & Visitors Bureau is to strengthen the area’s economy by marketing and selling the region, it’s accommodations, meeting facilities, restaurants, facilities and attractions as a premier destination for meetings, conventions, tradeshows, special events and leisure travel and by working cooperatively with the hospitality community providing informative materials and assistive services that enhance and promote the desired image of the metropolitan area.

Columbia Metropolitan Convention Center The mission of the Columbia Metropolitan Convention Center is to provide a first-class venue offering superior operations management and stateof-the-science amenities for the successful coordination of meetings, conventions, tradeshows, entertainment and other special events utilizing the facility; enhancing the economic viability and image of the area.

Columbia Regional Sports Council The mission of the Columbia Regional Sports Council is to strengthen the area’s economy by marketing and selling the area’s economy by marketing and selling the region as a premier destination for sporting events, partnering with local sports organizations to grow and develop existing events, and by recruiting new events which provide an economic benefit to the region by generating room nights, food and beverage sales and associated tax revenues.

Dear Partners and Stakeholders, As you review the Midlands Authority’s Annual Report for FY 15-16, I hope you will share our sense of community pride and accomplishment as we grow the Columbia region as a tourism destination.

Our Convention Center had its best sales year ever since opening 12 years ago. The Sports Council hosted events from the high-profile, such as the NXT Lacrosse SC Shootout to the off-beat, like the US Quidditch National Cup, drawing visitors from around the country. Our CVB contracted over $14 million in economic impact for our hotels, restaurants and hospitality partners in the community by booking meetings with over 90,000 attendees that will travel to our region. Our media relations department garnered editorial coverage in notable outlets such as Travel Channel Online and Points North Magazine, and an ad/editorial partnership with Delta Sky Magazine resulted in a 26-spage spread on our region reaching five million travelers. Our billboard, television and print advertising reached over 250 million impressions, and our online presence was stronger than ever with a robust search engine campaign and growing social media audience.

The bottom line is everything we do at the Midlands Authority is to spread the word about the amazing things happening in our region so that we can drive business to our partners - from hotels and restaurants to shops and attractions and beyond. It’s been a fun journey to promote our region, especially with the appeal of numerous new restaurants, breweries and distilleries, live music, shopping, and developments like Spirit Communications Park. We strive to partner with all hospitality districts, attractions and businesses in the region to put them in front of potential visitors with sales leads, partnership services, online presence through our website and our cooperative advertising program.

With a quality destination to sell and increased marketing efforts, no doubt tourism overall is on the rise. Occupancy rates for the Columbia region finished the fiscal year at 67.6%, which was up 5% over the previous year. Average daily rate (ADR) increased 5.4% and Revenue Per Available Room (RevPAR) was up 10.8%. The downtown region ended the year with occupancy at 76.9% - up 6.4%, a 4% increase in ADR and a 10.6% increase in RevPar over the prior year.

Exciting things are happening – and we look forward to continued growth in the coming year.

In Partnership, Bill Ellen

14.5

THE COLUMBIA REGION WELCOMES

MILLION VISITORS ANNUALLY

MAKING TOURISM A

1.9

BILLION DOLLAR

INDUSTRY FOR THIS COMMUNITY

PROVIDING 19,000 JOBS

GENERATING NEARLY

$101 MILLION IN STATE & LOCAL TAXES

Figures based on a report by Tourism Economics produced every other year.

CONTENTS COLUMBIA METROPOLITAN CONVENTION & VISITORS BUREAU

7

COLUMBIA METROPOLITAN CONVENTION CENTER

9

COLUMBIA REGIONAL SPORTS COUNCIL

11

MIDLANDS AUTHORITY MARKETING

13

MIDLANDS AUTHORITY MEDIA RELATIONS

15

CVB & Clients at RCMA Tradeshow

SC Welcome Center Appreciation

Destination Southeast '16 in Columbia

CVB & Clients at Atlanta Motor Speedway

CVB & Clients at Fireflies Game

CVB Shuttle

COLUMBIA METROPOLITAN

CONVENTION & VISITORS BUREAU

179 17 2 92

MEETINGS SERVICED

ECONOMIC IMPACT

+

$14.4 MILLION

INDUSTRY TRADE

DIRECT SPENDING

SHOWS ATTENDED

Convention expenditures, hotel, conference, meeting venue, etc.

$10.2 MILLION INDIRECT SPENDING additional food/beverage, retail, recreation, etc.

CLIENT NETWORKING

AT NASCAR EVENTS

IN CHARLOTTE & ATLANTA

NEW LOCAL

CVB PARTNERS

160,000

DISTRIBUTED

VISITOR GUIDES

25

HOSTED

3%

115

12%

CONTRACTED EVENTS

3%

MEETING SCOPE

12%

Statewide Conference Statewide Conference

Southeast/Regional

18%

RESULTING 24,946 ROOM NIGHTS

MEETING

Southeast/Regional

48% 48%

18%

Conference Local Local Conference w/room nights nights w/room National

National

International

19%

19%

International

PLANNERS

AT DESTINATION SOUTHEAST

IN COLUMBIA

Scope: 48% Statewide, 19% regional, 18% local, 12% national, and 3% international

38-statewide

6 international

Attendees 24,000

38-statewide 8,664 22 local

2016 Miss SC Pageant

2,000

1,800 6 southeast

2016 SC Early Childhood Association Conference (hosted at Columbia Metropolitan Convention Center)

2015 North American Wildlife Enforcement Officers Association Annual Conference

28 national

2- Pie chart/ title: Meeting Scope regional, national, etc. % of events (could do # of events w/ total regional, nati International Conference: 5% National Conference: 23% Regional 9% Statewide Conference: 40% Local Conference w/ room nights: 23%

60,000

40,000

6 international

1,500

1,225

900

487

20,000

0

400

Local Conference w

80,000

Room Nights

2015 Jehovah's Witness Summer Convention 2016 United Sporting Companies Dealer Show

2- Pie chart/ title: Meeting Scope regional, national, etc. % of events (could do # of events w/ total regional, national) International Conference: 5% National Conference: 23% Regional 9% Statewide Conference: 40% Local Conference w/ room nights: 23%

100,000

22 local Scope: 48% Statewide, 19% regional, 18% local, 28 national 12% national, and 3% international 6 southeast

KEY EVENTS Meeting Name

Local Conference w/room nights

HOSTED ATTENDEES

630

FY 10–11

FY 11–12

FY 12–13

FY 13–14

FY 14–15

Attendees (from CVB generated bookings) Assisted Attendees (additional attendees serviced)

7

CMCC Sales & Events Team

David Wilkins Legislative Awards Banquet

During the Boil Water Advisory following the 2015 Flood, in-house caterer Spectra was able to creatively & safely offer dinner service for Lexington Medical Center's 900 person dinner without running water.

SC Green Hospitality Alliance Award

Panoramic of CMCC Interior

New Custom trash/recycle unit

600,000

COLUMBIA METROPOLITAN

300,000 0

FY 12-13

FY 13-14

CONVENTION CENTER

FY 14-15

FY 15-16

CONTRACTED ROOM REVENUE 1,500,000

OVER

1,200,000

2.25 MILLION

900,000

VISITORS TO DATE

600,000 300,000 0

FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16

347 CONTRACTED EVENTS

30,000 AFFILIATED HOTEL ROOMS

EVENTS PER MARKET SEGMENT Non-Profit/Religious

8%

8%

7%

7%

11%

BREAKING PREVIOUS RECORDS

$1.278 MILLION

Non-Profit/Religious Hobby/Sports

29%

29%

11%

Government/Military

Other

Education

Government/Military

13%

Association/Non-profit

16.5%

13% 15.5% 16.5%

RENTAL REVENUE

Other Hobby/Sports

Education

Corporate

Association/Non-profit Corporate

15.5% BUILDING ADDITIONS

1- # of contracted events 326 (pie chart, as well as a call out)

KEY EVENTS HELD IN FY 15–16 Soda City Comic Con

3 days

2,000 attendees

South Carolina Science Council

3 days

600 attendees

South Carolina YMCA in Government

4 days

1,300 attendees

South Carolina Synod

4 days

650 attendees

UCF War of the Stars Cheerleading Competition

4 days

3,000 attendees

Southern Gas Association

5 days

850 attendees

Of the 326 accounts contracted: 99 Corporate 30% 92 Association/Non-Profit 29% 52 Education 16% 100 1- # ofTRN contracted events 326 (pie chart, as well as a call out) 35 Government 11% 29 Social 8% (Should we break this down to show 15 were weddings and 14 Private?)

Of the13 326 accounts 410 TRN Sports 4% contracted: 99 Corporate 30% 6 Religious 2%

• New carpet • New lounge furniture • Interactive digital signage 1,36592 TRN Association/Non-Profit 29% • Digital screens at every room 52 Education 16% 270 TRN 35 Government 11% • Complimentary charging stations 29 Social 8% (Should we break this down to show 15 were weddings and 14 Private?)

750 TRN 13 Sports 4% • Gigabyte internet capability 6 Religious 2% 550 TRN • Custom trash/recycling units

9

Spirit Communications Park

Lexington County Tennis Complex

Earlewood Park Disc Golf

Lexington Sports Complex

Carolina Softball Stadium

The Fields at Saluda Shoals Park

COLUMBIA REGIONAL

SPORTS COUNCIL

44

126,223 SPORTS EVENTS ATTENDEES

SPORTS EVENTS

HOSTED ACROSS THE REGION

8,903 CONTRACTED

ROOMS

533 155 PROSPECTING CALLS

FACE-TO-FACE APPOINTMENTS

4 TRADE SHOWS ATTENDED

WITH SPORTS EVENTS OWNERS

EVENT ECONOMIC IMPACT HIGHLIGHTS 2016 South Carolina Shootout

$873,346

2015 SCHSL Football State Finals 2016 US Quidditch Cup 9 2015-16 SCHSL Basketball State Finals 2016 St. Patrick's Day Cup 2016 UCF War of the Stars

$872,171 $857,897 $852,440 $781,157 $773,180

DIRECT ECONOMIC IMPACT

FROM SPORTS EVENTS HOSTED

$11,132,556

UP $1.6 MILLION FROM FY 14-15 11

LEISURE PRINT ADVERTISING

AUGUSTA'S INDEPENDENT VOICE

TELEVISION ADVERTISING

rs Guide 2016 Official Visito

NASCAR PARTNERSHIP NASCAR Camping World Truck Series Partnership with local team owner Bolen Motorsports and driver Jordan Anderson, a Columbia native, featured the Columbia, SC logo on the truck during eleven races in FY 15-16.

The partnership included race coverage and features on Fox Sports 1, social media coverage, and at-track entertainment in Atlanta and Charlotte for meeting and sports events planners in those areas. We are #famouslyfast!

MIDLANDS AUTHORITY

MARKETING

COLUMBIA REGIONAL SPORTS COUNCIL • Website visitors are up 22% and overall traffic increased 17%

OVER

• Twitter followers are up 12% year over year and Facebook fans 7.5%

COLUMBIA METROPOLITAN CONVENTION CENTER

• Social media engagement increased over 100% • Started new Instagram account to engage with guests

IMPRESSIONS

BILLBOARDS IN KEY TARGET CITIES

OVER

• Social media traffic to columbiaconventioncenter.com up 145%

200

MILLION

32

MILLION IMPRESSIONS

LEISURE, MEETINGS & SPORTS PUBLICATIONS

26

COLUMBIA METROPOLITAN CONVENTION & VISITORS BUREAU • Over 1.2 million website visits • 24% growth in social media followers

PAGE DESTINATION

PROFILE ON COLUMBIA

DELTA SKY MAGAZINE

• 12,300 entries in leisure sweepstakes featured in Southern Living and Garden & Gun magazines

PAID SPACE ADVERTISING OUTLETS PRINT

BILLBOARD

DIGITAL

TELEVISION

SOCIAL MEDIA

SEARCH ENGINE

32,869,573 impressions

200,505,055 impressions

4,100,012 impressions

18,249,331 impressions

3,008,102 impressions

3,444,321 impressions

13

"It's not Main Street, Anywhere, U.S.A. This is Main Street, Columbia, S.C. – and it's either experiencing a unique cultural moment, or we finally took a moment to notice."

Colleen McNally Points North Atlanta, June 2016 “One area that should not be missed is the

hauntingly beautiful 27,000-acre Congaree National Park…

It’s a great place to go for a hike, as the juxtaposition between the stately old trees and the quiet of the river, looks like

scenery from a fantasy movie.”

Carri Wilbanks Catch Carri, April 2016

“… As the city has grown, so has it’s appetite for great food. As the food scene has grown in Columbia, so too has the farm scene that supports it. Being at the center of such an agriculturally rich state, we’re able to craft exceptional food because we have access to exceptional ingredients.”

Kristian Niemi Owner of Bourbon Honest Cooking, August 2015

by Annelise McAuliffe

“I love Columbia’s food scene because people here are so supportive of locally-owned, small businesses. I feel like Columbia’s food scene is the hidden

gem among the larger surrounding cities like Charleston and Charlotte.”

Erin Nobles Owner of Silver Spoon Bakery Honest Cooking, August 2015

by Annelise McAuliffe

MIDLANDS AUTHORITY

MEDIA RELATIONS One way the Midlands Authority strives to live out its mission is through public and media relations efforts.

We promote the Columbia region by pitching story ideas and hosting media to garner regional, national and international destination coverage.

MEDIA TRIPS & FAMS DATE

HOSTED WRITER

OUTLET

SCOPE

July 2015 July 2015 Aug. 2015 Jan. 2016 Jan. 2016 Jan. 2016 Feb. 2016 March 2016 March 2016 April 2016 April 2016 May 2016 June 2016 June 2016 June 2016

Katie McElveen Annika Harris Darley Newman Jessica Poitevien Ava Roxanne Stritt Kelly Merritt Molly McCluskey Stephanie Burnette Carri Wilbanks Randy Yagi Colleen McNally Michael George Karen Dawkins Pamela Wattenbarger Liz Mays

Freelancer; Delta Sky Magazine UPTOWN Magazine Travels with Darley for PBS &BudgetTravel.com She Dreams of Travel Spa Travel Gal & Travelocity.com Florida Weekly National Geographic Traveler & BeaconReader.com Freelancer for Greenville News & Southern Living Online, etc.

Catch Carri & USA Today CBS Local Points North Atlanta Freelance Photographer for National Geographic Family Travels on a Budget Simply Southern Mom Eat Move Make

National National* National Regional Regional & National Regional National Regional National National* Regional National* Regional Regional Regional

* Denotes a S.C. Department of Parks, Recreation and Tourism media opportunity. SCPRT coordinates press trips throughout the state each year. We often assist their team with press trips that include Columbia.

95

15

HOSTED

PRESS VISITS

STORIES GARNERED

15

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