GSCVB FY21 Annual Report

G S C V B

M I S S I O N

The Greater Springfield Convention and Visitors Bureau will collaboratively lead promotion and development for Western

ANNUAL REPOR T

Massachusetts as a compelling visitor destination to drive economic vitality and enhance quality of life in our communities.

G S C V B

V I S I O N

Western Mass will be an engaging must-see experience in every visit to New England.

The 2021 Recovery Plan for the GSCVB The GSCVB Board established an ad hoc Strategic Planning Committee, chaired by Shardool Parmar, in early 2021. With multiple meetings taking place via Zoom, the GSCVB Strategic Planning Committee suggested a different approach instead of delivering the traditional 3-5 year Strategic Plan. The group discussed the need for a shorter-term strategy that was more time sensitive and clearly and simply identifies the GSCVB’s top four priorities. Focusing on achieving all four of these goals over the next 12-18 months will focus the GSCVB to address immediate needs for the recovery of the destination’s economy and its businesses. Indeed, realizing the following immediate goals will be critical in setting Western Mass up for success as the global crisis comes to an end and travel is restored.

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GSCVB TOP Priorities

F Y 2 1 B U R E AU F I N A N C I A L S REVENUE

Realize and Maximize the Formation of the Tourism Destination Marketing District (TDMD)

Identify ways in which the GSCVB could enhance the short and long-term sales and marketing of the Convention Center at the MassMutual Center

Develop opportunities for greater Board and Member engagement to inspire destination-wide support of the GSCVB as a Community

EXPENSES

Continue to emphasize Leisure Travel and Sports Event Sales and Marketing to drive recovery in Visitor Spending

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The Bureau Board of Directors:

Working for You! BOARD DEVELOPMENT

An integral part of the GSCVB Strategic Plan included Board Development. This committee, led

by Gene Cassidy, is charged with the education of board members; encouraging participation and diversity, equity and inclusion efforts.

MARKETING

Led by Nate Costa, this committee coordinates marketing efforts across the entire Western Mass region fostering communication and collaboration.

FINANCE

Glen Welch chairs this committee tasked with oversight for all Bureau finances.

LEGISLATIVE AFFAIRS

Peter Rosskothen leads this group which sets annual legislative priorities for the Bureau and the businesses represented by the GSCVB.

Michael Hurwitz oversees this committee which plans and executes the annual Howdy Awards for Hospitality Excellence.

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L E G I S L A T I V E A F FA I R S H I G H L I G H T S TDMD legislation passes!

In January, the GSCVB celebrated the passage of the state’s economic development bill which included enabling legislation for the creation of Tourism Destination Marketing Districts (TDMDs) in Massachusetts. The GSCVB spearheaded this statewide initiative which allows for an additional guest assessment to be collected and used for marketing and increasing room nights in a specific geographic area with hotel owner support. The Bureau is currently in the process of forming the first Western Mass TDMD.

Lobbying for our Members In FY21, the GSCVB hosted virtual meetings with key elected leaders including Congressman Richard E. Neal, House Leader Joseph Wagner and Senate Chairman Eric Lesser. In addition to providing regional tourism industry updates, members of the Legislative Affairs Committee advocated for additional restaurant relief, passage of the Save Hotel Jobs Act and CARES Act federal funding for the Bureau for marketing Western Mass.

Bureau Granted Vital State Support A $250K state budget earmark, sponsored by Senator Eric Lesser, and supported by the Western Mass legislative delegation, was instrumental in supporting the Bureau’s recovery marketing plan.

CONVENTION SALES Top 10 Prospects The GSCVB and MassMutual Center worked together to identify groups that would use multiple hotels in and beyond Springfield and fit the region’s need period. Ten VIP groups were identified in FY21 and targeted with special mailings and invitations to virtual events. These 10 VIP meeting planners have the greatest potential to bring ‘bulls-eye’ pieces of business to Western Mass and will continue to be pursued aggressively while our team also focuses on the larger meeting planner database.

Simpleview The GSCVB has launched a new Simpleview CRM system to automate sales, marketing and membership efforts. In FY21, GSCVB hotel partners were trained on the system which allows them to respond to leads and report room pick up.

Experiential Site Tours The GSCVB and the MassMutual Center offered a number of virtual site visits in FY21. Meeting planners from our own database in addition to USAE members, were invited to three Attendee Experience events to focus on the key visitor assets that are sure heighten the interest of meeting attendees and assist meeting planners in booking conventions in Western Mass. These virtual sites featured our one-of-a-kind attractions the Amazing World of Dr. Seuss Museum, Naismith Memorial Basketball Hall of Fame and MGM Springfield.

STR Data Hampden County hotel occupancy has been steadily increasing over the course of FY21, starting in March and hitting pre pandemic levels in June.

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MARKETING TEAM SPRINGFIELD

Working collaboratively to promote Western Mass for leisure and convention business, Team Springfield is comprised of marketing and sales professionals from the GSCVB, MassMutual Center and MGM Springfield.

EARMARK BUDGET

A much-need state budget earmark allowed for year-round Western Mass brand promotion in key feeder markets. This $250,000 earmark was presented to the GSCVB to fund ongoing marketing during the height of the COVID-19 pandemic.

HOLIDAY CAMPAIGN

The Bureau led with Bright Nights at Forest Park, Holiday in the Park and other holiday attractions to get visitors into Western Mass during November & December.

EXPLORE MORE

AUTHENTICALLY WESTERN MASS

Funded by a MOTT Tourism Recovery Grant and a collaboration with the Springfield Regional Chamber, the goal for this project was to shine a light on and drive traffic to the diverse local neighborhood attractions, restaurants, retailers and other businesses that make Western Mass special.

A series of four videos were commissioned in conjunction with the Economic Development Offices in each of the following gateway cities – Springfield, Chicopee, Holyoke and Westfield. Video stories for each community were placed on a landing page and promoted using social media ads and the #MyLocalMA.

EXPEDIA

The GSCVB once again relied on Expedia to bolster overnight stays in Western Mass. This May/June program with an investment of $20K resulted in an 18:1 ROI, over 2000 room nights and $343.9K in gross bookings.

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GUIDE COLLABORATION

The GSCVB and Franklin County Chamber collaborated on one Visitors Guide for Western Mass. A digital version is being promoted all year and 75K print copies were distributed in key feeder markets.

ROAD TRIP BLOGS

To capitalize on visitors from regional drive-markets, the GSCVB launched a series of Road Trip Blogs totaling 32 over the course of FY21.

30 IN 30 GC PROGRAM

What began during the COVID-19 shut-down continued through the beginning of FY21 with the GSCVB supporting restaurant member with the 30 Gift Cards in 30 Days program.

SOCIAL MEDIA ADS

During FY21, Explore Western Mass Facebook followers grew by 44% and Instagram grew by 13% as the result of a strong social media ad program bolstered by Winning Wednesday member giveaways.

ARRIVALIST

Follow

The MA Office of Travel & Tourism has provided the RTCs with new cell phone data from Arrivalist. This data gives us the ability to track visitors from 50 miles away or more who travel to our region for at least 2 hours. Using this data, the GSCVB has been able to make adjustments to the marketing plan to better target feeder markets and appropriate visitor demographics. Springfield ranked 4th statewide for tourism visitation in FY21!

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FY2021 OFFICERS

BOARD OF DIRECTORS

CHAIR Kay Simpson

Yankee Candle Village

Wade Bassett* Abe Berry

( Executive Committee* )

Stacey Gravanis Sheraton Springfield Monarch Place Hotel

MGM Springfield

Michael Kane

Peter Carmichael*

Laurie McDonald

Nate Costa

Brenda McGiverin*

Freedom Credit Union

Christopher Crean

Shardool Parmar

CLERK David Griffin, Jr.

David Desmarais

Springfield Museums

VICE CHAIR Eugene Cassidy

Eastern States Exposition

TREASURER Glenn Welch

Six Flags New England

Springfield Thunderbirds Peter Pan Bus Lines

Dowd Insurance

Aladco Linen Company

COMPLIANCE OFFICER Michael Hurwitz

Sean Dolan

Uno Chicago Grill

MassMutual Center

Kelly Fellner

Springfield Armory National Historic Site

Anthony Frasco* Quality Beverage

Deerfield Inn

WWLP TV22

Pioneer Valley Hotel Group

Dinesh Patel DGP Properties

Hershel Patel* BK Investments Hotel Group

Remo Pizzichemi* Welcome Group

Jamie Przypek

Michele Goldberg

Alicia Szenda

Lisa Wordsworth

Vice President of Sales

visitma.com

Peter Rosskothen The Log Cabin/Delaney House/D.Hotel

Christina Royal

Holyoke Community College

Sandra Sheehan Pioneer Valley Transit Authority

Tim Sheehan City of Springfield

Alisa Sisic

Bradley International Airport

Peter Wirth Mercedes Benz of Springfield

Edison Yee

Bean Restaurant Group

Aladco Linen Services Performance Foodservice LaQuinta Inn & Suites

by Wyndham Freedom Credit Union Log Cabin/Delaney House/ D. Hotel & Suites Uno Pizzeria & Grill WWLP 22-News IHeart Media Springfield

Mary Kay Wydra President

Performance Foodservice

Three County Fairground

MCCA MGM Springfield Yankee Candle Village Eastern States Exposition Springfield Museums Sheraton Springfield Monarch Place Hotel Naismith Memorial Basketball Hall of Fame Marriott Springfield Downtown

GREATER SPRINGFIELD CONVENTION & VISITORS BUREAU STAFF

Joe Reardon

Vice President of Marketing

Accountant