2 015 St. Charl e s Con v e n t ion C e n t e r
Annual Report
ta ble of
Contents INTRODUCTION 3 4 5 6 7 7
Statement of Purpose Message from Sally Faith, Mayor of City of St. Charles Message from Tom Wapelhorst, Chairman of SCCC&SFA Message from Joe Ward, Director of GSCCVB Message from Al Beltranena, GM of SCCC Message from Shura Garnett, Former GM of SCCC
Accomplishments & Events 8 Summary of Accomplishments 10 Signature Events
Facility 12 Facility Overview & Occupancy Reports
At the SCCC 13 Organizational Chart 14 2015 In Review 16 Our Partners 18 How You Doin’? Program 19 Client Surveys
Finance 20 Financial Performance 21 Summary of Market Segment
General Marketing 22 23 24 25 26 27 28 30
Sales & Marketing The National Marketing Plan Capital Improvements Mission & Sustainability Community Involvement Customer Comments Client Testimonials Future Outlook
stat e m e n t of
Purpose “The St. Charles Convention Center is dedicated to exceptional customer service, delivered with a warm and innovative approach.”
The customer is the most important visitor on our premises. Customers are not dependent on us; we are dependent on them. They are not an interruption of our work; but rather the purpose of it. They are not an outsider in our business; they are vital to it. We are not doing them a favor by serving them; they are doing us a favor by allowing us an opportunity to do so. The purpose of the St. Charles Convention Center is to consistently exceed our customers’ expectations. •
Live the “Golden Rule.”
•
Listen to them and their needs, no matter how small.
•
Think “yes” in all situations.
•
Conduct ourselves in a professional manner.
•
Respond to needs within 24 hours.
•
Remind staff that everyone plays a roll in selling the venue.
•
Provide an environment where staff are enthusiastic.
•
Empower employees to deal with issues and opportunities immediately.
message from the mayor Success, while highly desired, can be an elusive concept. In the business world it is measured in a number of ways: profit, client satisfaction, increased notoriety, respect, customer count, repeat business, etc. As Mayor of St. Charles, I recognize that no matter what component you use, the St. Charles Convention Center hits all the marks for success. Their high level of achievement is attributable to the great partnership between Spectra Venue Management, the City and the St. Charles County Convention and Sports Facility Authority. More importantly, it is a reflection of the quality standards set by the staff of Spectra Venue Management. I applaud them for their outstanding commitment to revenue growth and customer satisfaction. This achievement was also realized by the strong cooperation between Spectra Venue Management and the St. Charles Convention and Visitors Bureau. These impressive results could not have been achieved without the shared vision between these two outstanding organizations. In the past year, the Convention Center has achieved a high standard of success in many ways: • They have been recognized as one of St. Louis’ top workplaces • Spectra Venue Management continues to post record quarterly and annual results • The Center has achieved this continued growth results since its inception 10 years ago • Large events, like the Working Women’s Survival Show, return every year While this is a “team” effort, I would like to acknowledge two people. Shura Garnett, the Center’s former General Manager, was recently promoted to Division Senior Vice President for Spectra. This is a much deserved acknowledgement of Shura’s leadership and vision during her tenure at the Convention Center. Her imprint on the Center’s success is remarkable. We are also pleased Al Beltranena has been promoted from Assistant General Manager to General Manager of the St. Charles Convention Center. Al, who also oversees food and beverage operations at the Center, is highly respected for his achievements. I am confident Al will prove to be as much of an asset as Shura. I am proud that St. Charles is considered to be a premier destination for travelers throughout the United States. This has been achieved by our strong efforts in visitor marketing and superior facilities like the St. Charles Convention Center. On behalf of the citizens and council of the City of St. Charles, I want to extend my heartfelt congratulations and thanks to Spectra Venue Management and the people within that organization that serve our community. I am looking forward to another 10 years of success.
Sincerely,
Sally A. Faith Mayor City of St. Charles, Missouri
4
message from the chairman The St. Charles Convention Center has once again proven its ability to compete in the St. Louis marketplace and create significant economic impact. While most convention centers across the United States struggle to contain operational deficits and exceed revenue projections, our management team has achieved what many only dream of achieving. Spectra Venue Management, formerly Global Spectrum, has, for the past 10 years, exceeded our expectations; 2015 was no exception. In fact, Spectra Venue Management ended 2015 with a new record by exceeding the budgeted revenues by $724,574 for a total revenue generation of $6,846,679, producing $352,546 in net income. This “in the black” performance is a metric many convention centers have not and will never obtain. These accomplishments in 2015 can be attributed to the management expertise of Ms. Shura Garnett and her team of exceptionally dedicated professionals. With Ms. Garnett’s well deserved promotion into corporate level management and Mr. Alvaro Beltranena taking over the reins as General Manager, we are confident that the template for success will continue. Since 2007, Mr. Beltranena has directly managed the food and beverage at the St. Charles Convention Center. Under his leadership, the revenues from food and beverage have significantly contributed to the Center’s revenue success. We feel his superb management skills will carry forward in his new role as General Manager and will continue to impress. Thank you to each member of the St. Charles Convention Center team who, through collaborative sales and management efforts with the Greater St. Charles Convention and Visitors Bureau team, reach these unparalleled achievements.
Sincerely,
Tom Wapelhorst Chairman St. Charles County Convention & Sports Facility Authority
5
message from the director
Once again, in 2015, Shura Garnett and her team at the St. Charles Convention Center absolutely nailed it! Their efforts have resulted in extraordinary record-breaking accomplishments. As Shura moves into a new leadership capacity with Spectra Venue Management that will take her out of day-to-day operations of the Center, we want to thank her for her dedicated years of service to the facility and this community. Going forward, we are very excited to work with Al Beltranena and the rest of the Spectra team at the Convention Center as he steps up to take on the key General Manager responsibilities in 2016. Al is a true professional and we are extremely confident that his leadership and creativity will continue to offer our guests first-rate hospitality and world-class experiences. The St. Charles Convention Center’s commitment to excellence has helped make St. Charles a destination of choice. The facilities and service offered in our community are second to none. Together with the Spectra team at the Convention Center, we have successfully attracted meetings and conventions to St. Charles which fuel the local economy and serve as a catalyst for a thriving landscape that both visitors and residents enjoy throughout the year. This is clearly a partnership that works and we look forward to continuing to team up with the Convention Center and all of our hospitality partners to meet and exceed the expectations of each guest - one group at a time.
Sincerely,
Joseph Ward Director St. Charles Convention & Visitors Bureau
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message from the
message from the
general manager
former general manager
Spectra Venue Management is extremely proud of the accomplishments and success to date at the St. Charles Convention Center. The results yielded by the Convention Center are made possible by the dedication and effort of its employees. The valued partnership and commitment to excellence from the St. Charles County Convention and Sports Facilities Authority and the City of St. Charles has allowed the Convention Center staff to support the vision for this great venue by delivering outstanding service and profitable growth year after year.
The St. Charles Convention Center did indeed have a record setting year in 2015, generating a net profit of $352,546 and generating a record breaking 24,065 room nights for the community. These incredible successes are made possible as a result of the loyalty, hard work, dedication, and commitment of the staff at the Center, in partnership with a wonderful support system in the City of St. Charles and the St. Charles County Convention and Sports Facilities Authority. It has been my true privilege to be part of this outstanding operation as the General Manager for the last 12 years – thank you! I remember coming to St. Charles for the groundbreaking, putting the shovel in the dirt, and interviewing with former Mayor Patti York, former CVB President Steve Powell, and former Oversight Committee Chair Roger Pryor. Over the past few years I’ve been fortunate to work with Mayor Sally Faith; our contract administrator and CVB President Joe Ward; and our Oversight Committee Chair Tom Wapelhorst; along with several other professional members of the Oversight Committee. Thanks to all who have supported me and at times, tolerated me!
For five years in a row, we have operated at a net profit; with 2015 setting a new record of $352,546. Total gross revenue for the year was $724,574 ahead of budget, with a total of $6,846,679. Our in-house food and beverage operation set a new record as the primary source of revenue, contributing $3,991,463 or 58% of total revenue. These successes are attributed to our many loyal clients, the new relationships established during our existence, and every single member of our staff including former General Manager, Shura Garnett and her stellar leadership.
These active partnerships have been the backbone in developing one of the most successful convention centers in North America and one I am proud to have been a part of. It was with a mix of happiness, sadness, optimism, and regret I turned over the reins of the role as General Manager to Al Beltranena in order to allow me to make my next career move. Al will do a wonderful job going forward and has been training for this opportunity for more than three years. I will still be involved as Division Senior Vice President of Spectra and am thrilled to have my office in St. Charles.
We thank the St. Charles County Convention and Sports Facilities Authority and the City of St. Charles for their trust in allowing Spectra Venue Management to manage the St. Charles Convention Center and placing it as a premier convention and meeting destination nationwide as it enters its 11th year of operation. We look forward to a great 2016! Sincerely,
I look forward to seeing the many improvements Al will bring to the position and the many successes the Center will enjoy as a result of the sound decisions and future forward thinking of the Oversight Committee.
Al Beltranena General Manager St. Charles Convention Center
Congratulations to all on an outstanding year! It has been a wonderful time!
Shura Garnett, CFE Division Senior Vice President Spectra
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Summ a ry of
Accomplishments In 2015, Spectra Venue Management continued to focus on “booking smarter” and securing events at the St. Charles Convention Center with the greatest impact. By targeting large, high attendance, and high revenue events, the facility hosted a record breaking 28 conventions. Spectra broke revenue and room night records and exceeded the operating budget set for the year by $436,049. Also notable, 2015 marked the fifth year in a row the facility operated at a net profit.
Breaking Records •
•
•
Highest Gross Revenue Year: 2015 ended with a record
•
Highest Audio Visual Revenue: The 2011 Audio Visual
$6,846,679 in gross revenue, surpassing the previous
Revenue Record was broken in 2015, with $594,967 in
record set in 2014 by $639,174.
revenue.
Highest Year of Convention Revenue: The facility
•
Most Room Nights in Facility History: The long-
hosted 28 conventions in 2015, generating $2.1 million
standing 2006 record for room nights was finally broken
in revenue, surpassing 2014’s record by $300,000.
in 2015 with 24,065 total room nights booked creating
Highest Food & Beverage Revenue: The Convention
an economic impact of over $8.7 million for the City of
Center brought in $3,991,463 in Food & Beverage
St. Charles.
Revenue in 2015, a 19% increase over the previous record set in 2014.
Staff Achievements
Al
be lt r a ne na
Ryan by rnes
Chardean
Promoted by Spectra from
Promoted by Spectra from the
Received the StreetScape Magazine
Director of Food & Beverage and
Facilities Manager to the Operations
“Beyond the Best” Top 50 in
Assistant General Manager to
Manager.
Business Award.
General Manager of the St. Charles Convention Center. 8
olsen
Notable Events •
•
10 Year Anniversary Celebration: In April 2015, the
•
Staff Trainings: The majority of Convention Center
Convention Center celebrated 10 years with an upscale
staff completed Tier One Tactical Solution’s “Active
anniversary party including a Chamber of Commerce
Killer Training.” In addition, all full-time staff completed
ribbon cutting, delicious food, acrobat, and more.
IAVM’s Crowd Manager Training.
Global Spectrum is now Spectra: In June 2015,
•
St. Louis’ Best Bridal Best of the Best Awards: The
Comcast Spectacor announced the merging of their
venue was a finalist in the “Wedding Reception Sites”
venue management, food and beverage, and ticketing
category.
brands under one brand, Spectra.
IAVM 2015 VENUE
ST. LOUIS’
PRIME SITE
EXCELLENCE AWARD
TOP WORKPLACES
AWARD
The St. Charles Convention Center
Recognized by the St. Louis Post-
2015 marked the eighth year in a
won the “Convention Center”
Dispatch as a “Top Workplace,”
row the venue received the Facility &
award category for demonstrating
placing in the top 100 of over
Destinations Prime Site Award.
excellence in the management and
1,000 businesses in the St. Louis
operation of the venue.
metropolitan area.
9
signatu re
Events Conventions In 2015, the Convention Center hosted a record breaking 28 conventions, generating over $2.1 million in revenue. This market segment contributed to 67% of total room nights and 32% of total gross revenue. Notable conventions in 2015 include: •
Helena Chemical Company: One of the nation’s
•
foremost agricultural and specialty formulators and
resource of EducationPlus: One of the Center’s largest
distributors in the U.S., their products include fertilizers,
conventions, METC held their seventh conference at the
seed, crop protection, nutrients, as well as financial
facility in 2015. The three day event encompasses the
and agricultural services and software. The group was
entire building and brings in attendees from all over the
hosted at the Center for the sixth year and Starting Point
state. They are booked through 2018. •
was one of the largest conventions they’ve held at the •
METC (Missouri Education Technology Conference), a
National Geneological Society (NGS): This four-day
facility with over 760 attendees and 575 room nights.
conference held May 13-16, brought in 2,575 attendees
Midwest Grape & Wine plus Craft Brew Conference:
and 82 exhibitors. NGS generated nearly 2,700 room
This business to business conference and trade show,
nights, selling out every hotel in the St. Charles area.
returned for their fifth year in 2015. New to the event
This event alone created a direct spending impact of
this year was the Craft Beer Conference, featuring
approximately $970,000 for the City of St. Charles. •
workshops on craft beer and beer tastings. It was well attended by 1,200 people and garnered 750 room nights.
Solution Tree (PLC): Uniting educators for keynote presentations and interactive breakouts, this three day event was the fifth to be held at the facility, bringing in 1,600 attendees with over 1,200 room nights. PLC is booked through 2016 with space on hold through 2018.
10
Consumer Shows
Special Events
Consumer shows are the main contributor to event
•
World Wide Technology: One of our premier holiday
attendance numbers at the venue. In 2015, over 95,000
party clients, World Wide Technology returned for
people attended consumer shows at the St. Charles
the fourth year in 2015.
Convention Center, resulting in 35% of the overall attendance
the expanded Exhibit Hall in a “four season” theme,
at the facility. Some of our mainstay public events include:
utilizing the venue’s ability to decorate the space with
•
carpet, draping, props, and more. This upscale event
The Home Builders Association Home Shows: Hosted in
had various food and drink stations, a band, DJ, and
April and October, the Home Shows hosted over 10,400
several gathering and lounging areas for 1,300 guests.
attendees in the spring and 8,600 attendees in the fall.
•
These events feature top notch celebrity speakers and
successful to date with $7,563 in revenue and over
Lake of the Ozarks Boat Show: Hosted by the Marine
3,000 in attendance. This four hour in-house event
Dealers Association, the Lake of the Ozarks Boat Show
had fun activities for families, music and dancing, a
brings boats, other watercraft, and in 2015, over 4,200
performance by Disney’s Queen Elsa and Princess
attendees to the facility. •
Kids Block Party: Hosted by the St. Charles Convention Center, the ninth annual Kids Block Party was the most
the area’s top home improvement professionals. •
Their event transformed
Anna, Safety Street, vehicles for kids to interact with,
The St. Louis Working Women’s Survival Show:
and inflatables sponsored by local community partners.
Promoted as the “Ultimate Girl’s Day Out,” the show
•
uses the entire Convention Center. Melissa Joan
Talent on Parade: TOP is consistent repeat business for the Convention Center, hosting their regionals and
Hart, the actress from Melissa and Joey and Sabrina
nationals at the facility. Both events combined brought
the Teenage Witch, was the show’s Celebrity Guest.
in 7,000 attendees and over 1,000 room nights.
Working Women’s Survival Show featured food, fashion, fitness, and fun.
11
fa cilit y overvie w & o cc u pa nc y
Reports
The St. Charles Convention Center, proudly managed by
Occupancy Reports Exhibit Hall Junior Ballroom Meeting Rooms Grand Ballroom Overall
Greater St. Louis metro area. With 80,000 square feet of rentable, flexible space, the Center is an ideal choice for groups ranging from 10 to 3,000.
Dock
Upper Level Upper Level
* Air Wall Room
13,100 sq. ft.13,100 sq. ft.
Pre-function
Dock
* Air Wall SouthRoom
South Exhibit Hall Exhibit Hall
Dock
* - Indicates* -Meeting IndicatesRooms Meeting Rooms Dock
59% 56% 36% 51% 53%
Conference Conference Room Room
North North Exhibit Hall Exhibit Hall Air Wall D3 Grand Ballroom Grand Ballroom 16,200 sq. ft.16,200 sq. ft. D2 BA CB C
A
D1
Pre-functionPre-function
14,500 sq. ft.14,500 sq.Room ft.
D3
*
104
Air Wall Room
*
D1
*
Junior Ballroom Junior Ballroom Board Room
Board Room
Lo
bb y
A
Lo
bb y
6,025 sq. ft. 6,025 sq. ft. B C A D B C D
Cyber Cafe
Cyber Cafe
Pre-functionPre-function
*
- 21 Meeting/Breakout - 21 Meeting/Breakout Rooms Rooms - 2 Covered- 2Loading Covered Docks Loading Docks - ADA Accessible - ADA Accessible
*
*
*
*
Lo
bb y
Lo
bb y
Lower Level Lower Level * - Indicates* -Meeting IndicatesRooms Meeting Rooms
Upper Level
Lower Level
•
•
Grand Ballroom: An elegant 16,200 square foot
Exhibit Hall: Boasts 27,600 square feet capable of
ballroom with the capability to be configured into six
expanding into the Junior Ballroom, creating 35,700
separate breakouts
square feet of contiguous space
York Conference Room: Hosts seating for up to 18
•
people •
*
104
*
105
Pre-function Pre-function D2
101 102 101 103 102 103
•
*
105
Pre-function
Spectra, is the finest full-service convention venue in the
Junior Ballroom: 6,025 square feet capable of configuration into four separate breakouts
Executive Board Room: Hosts seating for up to 22
•
Seven Meeting Rooms
people
•
Guest and Business Services Center
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Or g a ni zat ion a l Or ga ni zational
Chart Chart
St. Charles County Convention & Sports Facility Authority
City of St. Charles
St. Charles Convention Center Oversight Committee
Joseph Ward
Contract Administrator
Chris Hyman
Alvaro Beltranena
Administrative Assistant
Katie Conoyer
Angie Teel
Director of Sales & Marketing
Kristin Bowen
Director of Event Services
Jason Givens
Event Manager
Julie Davinroy
Chardean Olsen
Courtney Greene
Connie Barber
Holly Wynkoop
Jennifer Nowack Catering Manager
Pamela Sanders Catering Manager
Roland Scheller Executive Chef
Paul Dunning
Christine Kelly
Loc Thanh Nguyen
Adam Thien
Sharon Robertson
Crystal Christeson
Maintenance Technician
Technology Manager
Jennifer Schonhoff Exhibitor Services/ Event Manager
Nancy Hunt
HR Coordinator & F&B Accountant
Chief Engineer
Archie Carty
Event Manager
Amy Dunning
Director of Finance
Travis Casteel
Administrative Assistant
Sales Manager
Catering Manager
Neil Sandage
Director of Operations
Diane Sutton
Marketing Manager
Sales Manager
General Manager
Maintenance Technician
Staff Accountant
Receptionist
Sous Chef
1st Cook
Stanley Walker
Ryan Byrnes
Exhibitor Services Coordinator
Food & Beverage Manager
Operations Manager
Jason Donato
Media Services Manager
Aaron Hall
Mark Kandlbinder
Lead Facility Specialist
Tulio Cruz
Media Services Coordinator
Facility Specialist
Andrew Herbert
Debbie Woods
Media Services Technician
Housekeeping Supervisor
13
Abe Mendez
Scott Condor
Lead Facility Specialist
Assistant Food & Beverage Manager
Robin Chase
Debbie Johnson
Facility Specialist
Mike Middendorf Security OďŹƒcer
Banquet Captain
Cathy Wise
Banquet Captain
Updated 2.22.16
2015
Helping Hands for the Holidays
In Review
IAVM Venue Excellence Award accepted by Angie
Chardean “Beyond the Best” Winner
Julie’s Baby Shower
Jennifer’s Wedding Reception at the SCCC!
14
Jennifer’s Baby Shower
Fall Festival
Winning Team
Bowling Party
10 Year Anniversary Party
Holiday Party 2015
15
We Love St. Charles Backpack Shopping
o ur
Partners
Greater St. Charles Convention & Visitors Bureau
Embassy Suites St. Louis St. Charles Hotel
Spectra and the Greater St. Charles Convention and Visitors
The attached Embassy Suites Hotel is an award winning, all-
Bureau constantly work in tandem to solicit the best business
suite, 296 room facility managed by John Q. Hammons and
for the facility. Together their goals are to earn revenues for
is connected to the Convention Center on both the upper
the Center, bring in out-of-town guests to generate room
and lower levels. This attached property has proven valuable
nights for local hotels, and maximize the overall economic
in attracting groups needing large, flexible meeting space
impact to the City of St. Charles.
with an adjacent full-service hotel. Spectra and the Embassy Suites staff work jointly in securing business that utilizes
Both CVB and Convention Center representatives commonly
space at both properties.
attend trade shows and events together and are both involved in FAM trips and site tours of the facility for long-term business prospecting and booking. Clients can coordinate with the CVB to explore Historic Main Street and the thriving tourism community here in St. Charles.
16
Hospitality Partners The St. Charles hospitality industry consists of 15 limited-service hotels and two full-service hotels. The total room inventory is over 2,100 rooms from 17 hotels with over one fourth of those rooms from hotels that are within walking distance of the Convention Center. The staff at the Convention Center continues to foster relationships with these hospitality partners to secure pieces of business for the facility and surrounding industry partners.
Sponsors, Advertisers, & Other Partners In an effort to better serve our clients, relationships have been forged with a variety of business partners. In addition to a vested business interest within the facility through direct product offerings, signage, and exposure, many of these sponsors also exist to provide additional marketing support for the facility and events.
17
how you d oin’ ?
Program
How You Doin’? is a Spectra-based customer service initiative which ensures our clients and visitors are welcomed enthusiastically and well cared for during their visit. The program empowers our staff to go above and beyond to make sure every visitor leaves with a positive impression of the Center and the staff is recognized for delivery of exceptional service.
2015 Employee of the Year
Kristin Bowen
The How You Doin’? Program is the corporate culture at the St. Charles Convention Center and is the driving reason behind our exceptional survey scores, excellent testimonial letters, and positive work environment.
2015 Quarterly Winners Kristin Bowen
Both clients and employees receive How You Doin’? cards
Holly Wynkoop
to recognize Convention Center employees when an
Chardean Olsen
instance of exceptional service is observed. Each month,
Andrew Herbert
the employee with the most cards becomes “Employee of
Jason Givens
the Month.” Each quarter, the executive team selects two
Debbie Woods
employees who best exemplify the How You Doin’? Top 10
Chris Kelly
principles.
Chris Hyman
2015 Monthly Winners January: Sharon Robertson February: Mike Middendorf March: Cathy Wise April: Holly Wynkoop May: Sharon Robertson
1. Customer First
6. Positive Attitude
2. Golden Rule
7. 24 Hour Rule
3. Listen
8. Everybody Sells
4. Think “Yes”
9. Enthusiasm
5. Be Professional
10. Do it Now!
June: Ken Kasper July: Andrew Herbert August: Adam Thien September: Shante Buersmeyer October: Daniel Keen November: Ken Kasper December: Chris Hyman
18
client
Surveys key: Facility Management & Facility Staff Food & Beverage Audio/Visual IT & Telecom Overall
Space Met Your Needs Environment Comfortable Space Set in Manner Requested Public Space/Restroom Clean Sales Manager Event Manager Security Staff Professional Housekeeping Professional
The St. Charles Convention Center distributes surveys seeking feedback on clients’ event experiences at the conclusion of each event. On a scale
Overall Impression of Staff Catering Manager F&B Service Staff
of 1 to 5, the facility achieved a 4.82
Overall F&B Quality
overall survey average across all
Overall F&B Presentation
categories.
Overall F&B Service A/V Staff Professional
Average Score
Per category on a scale of 1 to 5 4.85 Facility 4.85 Management & Facility Staff 4.77 Food & Beverage 4.76 Audio/Visual 4.66 IT & Telecom 4.82 Overall
A/V Staff Responsive Quality of A/V Equipment Telecom Contact Professional Telecom Staff Professional Quality of Telecom Equipment Overall Satisfaction Overall Rating of Facility Experience 4.0
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5.0
j anua ry 1, 2015 - dec e m be r 31, 2015
Financial Performance Actual
Budget
Variance
Rental Revenue
$1,223,580
$1,269,040
($45,460)
Service Revenue
$723,718
$637,300
$86,418
Ancillary Revenue
$4,812,742
$4,147,765
$664,977
$86,639
$68,000
$18,639
$6,846,679
$6,122,105
$724,574
Event Expenses
$1,798,403
$1,622,332
($176,071)
Personnel
$3,073,840
$3,076,274
$2,434
Operating Expenses
$1,621,890
$1,507,002
($114,888)
$6,494,133
$6,205,608
($288,525)
$352,546
($83,503)
$436,049
Income
Other Revenue
Total Gross Operating Revenue Expenses
Total Expenses Net Income (Loss)
Spectra’s trend of surpassing budget and feasibility expectations continued in 2015. A new record was set for gross revenue, exceeding $6.8 million. For the fifth year in a row Spectra operated the St. Charles Convention Center at a net profit.
20
s umm a ry of
Market Segments Event Type
events by type
Banquet
65
20%
●
Consumer Show
24
7%
●
Convention
28
9%
●
Meeting
176
53%
●
Special Event
23
7%
●
Trade Show
13
4%
Event Type
Percentage
26,104
10%
●
Consumer Show
95,098
35%
●
Convention
57,219
22%
●
Meeting
37,845
14%
●
Special Event
39,937
15%
●
Trade Show
9,534
4%
265,737 Room Nights
Percentage
817
3%
●
Banquet
●
Consumer Show
1,347
6%
●
Convention
16,774
70%
●
Meeting
1,708
7%
●
Special Event
2,454
10%
●
Trade Show
965
4%
Total: Event Type
24,065 Gross Revenue
Percentage
$1,583,966
23%
$877,710
13%
●
Banquet
●
Consumer Show
●
Convention
$2,188,380
32%
●
Meeting
$1,133,304
17%
●
Special Event
$585,452
9%
●
Trade Show
$391,227
6%
Total:
21
Attendance #
Banquet
Event Type
event gross revenue
329
●
Total:
room nights by type
Percentage
●
Total:
attendance by type
# of Events
$6,760,039
s ales &
Marketing Advertising
Online Marketing
Throughout 2015, ads were strategically placed in both local
From website analytics to social media, the Convention
and regional publications, including online and print media.
Center saw significant online growth in 2015. With two
Advertisements were placed in Facilities and Destinations,
years past since the new website and Google Analytics
Facility Manager, Meetings Focus, Midwest Meetings,
were launched, the facility now has the ability to compare
Missouri Meetings and Events, St. Louis Business Journal, St.
year-over-year website analytics. The growth from 2014 to
Louis Post Dispatch, Small Business Monthly, and more. The
2015 was remarkable with a 74% increase in sessions, 84%
facility also continues to partner with the St. Charles CVB,
increase in users, and a 146% increase in page views. Also
leveraging allocated advertising dollars to target local and
notable, online reviews saw an increase. At the conclusion
regional meeting, convention, and trade show events.
of 2014, only one Google Review was posted for the venue; by the end of 2015, nine Google Reviews were posted.
To stay relevant in the St. Louis bridal market, Spectra
Consistent with overall trends, the Convention Center’s
partnered with St. Louis Best Bridal, a client that hosts
website saw a 19% increase in mobile use year-over-year.
two bridal shows per year at the Convention Center. This
Consequently, a dynamic mobile website was approved
on-going partnership included presence in their print
for build in late 2015 and was launched in early 2016. The
publications, listings in online marketplaces, custom eBlasts,
update will significantly improve the mobile user’s website
and participation in their 2015 St. Louis area bridal shows.
experience as well as the facility’s SEO.
Additionally, the Center was a sponsor of the Best Bridal “Groom’s Cake Dive” at Busch Stadium.
Social media was utilized more heavily, as the marketing department committed to 2-3 posts per week on average
The sales department participated in multiple trade shows
for Facebook and Twitter. Facebook Page likes saw a 17%
and sales blitzes, delivering information to targeted markets
increase in 2015 and Twitter followers saw a 30% increase.
and clients. Trade shows attended include ASAE Annual
The Convention Center also relied heavily on social media
Meeting, iMEX America, MSAE Fun Fest, Joint Meeting
for promoting the 2015 Kids Block Party, opting to allocate
Planners Trade Show, and Missouri Meetings & Events Expo.
more marketing dollars toward Facebook with an $800 spend on Facebook ads (a $300 increase over the previous
Public Relations
year) that promoted the largest Kids Block Party to date. The
The marketing department always looks for ways to garner
campaign reached over 100,000 people within a designated radius of the facility and garnered over 1,900 website clicks.
positive PR regarding facility news and events. Notable stories that created positive press for the facility in 2015 included a record-breaking event, first quarter, and year; St. Charles Convention Center celebrates 10 years; and the venue’s Top Workplaces Award and IAVM Venue Excellence Award.
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t he national
Marketing Plan The National Marketing Plan is Spectra’s corporate-based advertising initiative that allows the Center to have advertising exposure at a national level for a reduced cost. The total value of the program in 2015 was $230,000 and the Center was represented in all components for an annual investment of only $11,450.
Advertising
Communications
The St. Charles Convention Center receives exposure in
The Center receives exposure in the reoccurring eNews blast
the cooperative advertising program, which is valued at
to industry contacts, including meeting and event planners.
$50,000 annually. This includes venue listings in two page
It allows us to promote our hot dates and discounted
spreads and/or full page ads in publications such as Trade
rates and feature our venue in regional spotlights. This
Show Executive, Small Market Meetings, and Facilities and
also includes our venue listing in the digital and printed
Destinations, plus the ability to purchase exclusive SCCC ads
Convention Center brochure, which is distributed at industry
at reduced costs.
trade show events and promoted interactively online.
GPS Database
Trade Shows
Spectra sales staff at the venue have access to the GPS
St. Charles is represented in the National Trade Show
database of over 20,000 contacts for prospecting and lead
Program, which is valued at over $80,000. For relevant
sharing. If another Spectra venue has a piece of business
shows in certain markets, sales staff at the SCCC have the
that would work well in our market, the lead is routed
ability to attend shows in the Spectra booth. This year SCCC
properly through this system to be prospected here locally.
was represented at iMEX, ASAE, and IAEE Expo! Expo!
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ca pita l
Improvements
Operations
Event Services
•
•
Parking Lot: All parking lots and drive lanes were
Wireless Upgrades: Additional wireless access arrays
resurfaced with concrete, with the exception of Lot
were purchased to add more capacity to our wireless
C, which will be completed in 2016. Multiple lots also
systems.
received additional drainage tile to divert more rain water into storm sewers. •
Food & Beverage
Junior Ballroom Lighting: Chandeliers were added to
•
the Junior Ballroom and LED lights were purchased
Tucson swirl tables were purchased for buffets and
to replace all down lights. Additionally, new lighting
breaks as well as serving ware, delivering improved
controls were purchased, allowing control of the new
presentation for the facility’s food selections.
digital lights. •
Buffet Tables & Serving Ware: Additional aluminum
Security Cameras: The facility purchased additional security cameras to use as mobile or temporary CCTV during trade show events held in meeting rooms, allowing increased security for clients with high value items.
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mission &
Sustainability Mission The Spectra Team at the St. Charles Convention Center is committed to promoting environmental responsibility and sustainability. Our goal is to offer outstanding quality of service and mitigate impact on the natural environment. By creating awareness of environmental impacts, we strive to minimize waste through programs designed to reduce and ultimately recycle the consumable materials we utilize at our facility. Through Spectra’s company-wide STEP UP Program, the St. Charles Convention Center has become a leader in employing and promoting environmentally responsible, equitable, and sustainable practices. Spectra is dedicated to supporting efforts and management practices for the long term benefit of the environment so people can work, play, and live in healthy, ecologically-friendly facilities.
Green Initiatives The St. Charles Convention Center staff is dedicated to reducing its environmental impact by saving energy, reducing, reusing, and recycling. In 2015, a total of 33.91 tons were recycled at the facility, a 5.6% increase over the previous year. In addition, 27,855 pounds were composted; contributing to a total of 109,509 pounds of composting over the past five years. In 2015, the Convention Center updated the sustainability plan, added front-of-house recycling containers, and recycled electronic devices and old lighting fixtures. Additionally, plant containers were placed on the upper dock, allowing the Convention Center to grow herbs.
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comm uni t y
Involvement Charity Committee
Helping Hands for the Holidays
The St. Charles Convention Center’s Charity
The seventh annual Helping Hands for the Holidays (HHH) charity event
Committee organizes the Center’s community
was hosted on December 17, 2015. This community outreach event is
efforts. The Charity Committee encourages
one of the largest in the area and is designed to assist those in-need
staff to participate in, or donate to, charitable
within our community.
events including Helping Hands for the Holidays, Jeans Days, and more.
Fundraisers In 2015, the Charity Committee implemented nine Jeans Days, two Jeans Weeks and the Fall Festival as a means to raise funds for charities including Our Lady’s Inn, We Love St. Charles, The Child Center, and Helping Hands for the Holidays. Through employee donations and building matched contributions, $1,485 was raised throughout the year, a 70% increase over 2014.
Highlights from this year’s Helping Hands event include: •
Served over 1,600 meals, making this year’s event the largest attended event in HHH history
•
Administered 138 flu shots, administered eye check-ups for children, and distributed information on additional assistance options
•
Gave away over 800 winter coats, hats, gloves, scarves, and blankets
•
Gave away over 600 books donated by the St. Charles City-County Library Foundation
•
Collected and distributed over 2,000 personal care items
•
Took over 200 photos with Santa
•
Transported individuals and families in need of a ride from six pickup points in St. Charles County
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customer
Comments “The SCCC is my first choice for off-site company meetings. I can always count on first rate service from the staff and the facility is beautiful. I received a number of compliments on the event from attendees.”
Kelly Kirchoff
“I couldn’t be more satisfied in the end result and I would definitely recommend the St. Charles Convention Center to anyone looking for an elegant reception or event venue.”
Neosha Franklin Hayes/Franklin Wedding
Essence Healthcare
“The weekend was a huge success, thank you for helping make our event one to remember!”
Kari Montgomery jBloom Designs
“All were great! Everyone did a great job as usual. We look forward to coming back. I especially appreciate that security does more than stand around. They were helpful with doors and getting us carts etc. It’s the little things that go a long way!”
Sue Burnet LP Building Corp.
“Everyone we encountered was wonderful to work with. No improvements needed - everything was great. Thank you so much for everything - it was wonderful to meet and work with your entire team!”
Kaitlin Walker
SSM Pediatric Emergency Management “The Chef you have is AMAZING. There has not been one person when talking about our wedding that hasn’t mentioned the food. We had numerous people tell us that was the best wedding food they’ve ever had, by far. Every food item we had from the appetizers, to the entree, to the late night snacks and desserts, was absolutely delicious.”
Callie Bauer
Gerding/Bauer Wedding
“All are courteous, patient, professional and accommodating. You guys do an excellent job for us every year and we appreciate it.”
Ryan Kincaid Schnuck’s
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“Another Wonderful Experience!!”
Bob Steffes Columbia College
“Your organization exceeded our expectations. The facility was excellent, and the support from your staff was excellent as well. All participants I spoke with were pleased with the hearing venue and services. Thanks for your support.”
Len Meier
Alton Field Division
client
Testimonials
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futur e
Outlook Desired State
Future Outlook
The facility started 2015 with more revenue on the books
The sales team will continue to solicit, make outside
than ever before. In addition to that success, the facility
sales calls, and entertain contacts with local corporate,
still managed to come into 2016 with $85,000 more on
association, and government markets. The SCCC Team
the books than 2015. Budgeted gross revenue for 2016
plans to go on monthly local sales calls and quarterly sales
has increased to $6,435,000, over a 6% increase from the
missions with the CVB.
previous year’s budget of $6,054,105. Conventions are the main focus for future years, allowing As mentioned above, the Convention Center started 2016
the facility to fill the calendar with larger business associated
with a slight increase in revenue on the books compared to
with group rooms. As of February 2016, there are 17
2015 ($3,550,393 vs. $3,465,044). Of those revenues, 63%
conventions definite for 2016 with 8,110 room nights, 12
are in the first six months of year, which allows adequate
definite for 2017 (5,980 rooms), three definite for 2018
time to book Q3 and Q4 business. The Convention Center
(2,000 rooms), two for 2019 (2,225 rooms); and one for
is projecting to meet or exceed its annual benchmark once
2020 (785 rooms). One is firm for 2016 (430 rooms) and
again in 2016.
four are firm for 2017 (2,300 rooms). From 2017 and on, several large conventions are in tentative status with over
Based on 2015, estimated total revenues are based on the
13,000 rooms.
following event mix this year: •
26% Conventions
The sales team will continue to work hard to find the right
•
15% Consumer Shows
events to fill the open dates available by essentially “booking
•
20% Meetings
smarter” and asking the right questions. All departments
•
20% Banquets
will continue to provide outstanding customer service to
•
10% Special Events
assist in creating strong client relationships to add to the
•
9% Trade Shows
facility’s strong repeat client base. The Convention Center can achieve success in meeting goals for the year through
As of the beginning of February 2016, 16,280 total room
a systematic approach in finding the right events for the
nights are definite for the year with another 2,300 in
available dates in 2016 as well as how well the sales team
tentative and firm status. Conventions will continue to be a
continues to book future years.
focus for future years, allowing the calendar to be saturated with larger business associated with room nights, as well as mid-week trade shows to fill the Exhibit Hall in hopes of increasing occupancy.
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One Convention Center Plaza St. Charles, MO 63303 Local: 636.669.3000 Toll Free: 877.896.SCCC StCharlesConventionCenter.com
@StCharlesConven
SpectraExperiences.com