2012 - 2015 Little Rock Convention and Visitors Bureau Marketing Plan

TABLE OF CONTENTS Page 3 • Executive Summary Page 4 • LRCVB Mission and Overview Page 5 • LRCVB Goals and Objectives Page 5 • Strategies by Division Page 6 • LRCVB Strategies by Division Page 7 • Tourism Research Page 9 • Sales and Services Division 9 • 2012 Sales Deployment and Market Segmentation 10 • Tactical Efforts 11 • Competition 12 • SWOT Analysis 18 • 2012 Sales Goals 19 • Industry Memberships 20 • Resources, Tools and Strategic Industry Alliances 22 • Marketing and Advertising 23 • Internet Marketing 23 • Direct Marketing & Publicity 24 • Destination Product Promotion 25 • 2012 Travel Calendar Page 26 • Marketing and Communications Division 26 • Industry Memberships 26 • Resources and Tools 27 • Special Programs 28 • Marketing and Advertising 29 • Internet Marketing 30 • Direct Marketing, Publicity and Communications 32 • Visitor Information Centers and Retail Operations 32 • Collateral and Distribution 33 • Funding for Special Events and Festivals Page 33 • River Market Programming Page 35 • Sales and Marketing Budget Allocation Page 36 • Evaluation Metrics

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eXecutive suMMARY The sales and marketing divisions of the Little Rock Convention and Visitors Bureau are charged with increasing tourism to the destination, thereby stimulating the local economy, creating jobs and enhancing the destination product. The primary focus of our convention & tourism sales division is to increase visitation and hotel room nights. In 2012, the foremost focus of our marketing division will be working with community leaders and stakeholders in developing a new, and unified brand for the destination, as well as working with our local arts and cultural partners in creating a more cooperative approach to advertising and marketing Little Rock’s offerings.

This report provides detailed information regarding the overall goals and objectives that have been identified, as well as the specific strategies and tactics that will be utilized in achieving them. The report identifies target markets, reviews Little Rock’s competitive set, and provides comprehensive information for each department’s tactical efforts. The sales and marketing budget allocation is also included, as well as evaluation metrics and proven industry standards, which are utilized in the systematic monitoring of our progress and success. The sales team has also included the 2012 travel calendar. This calendar includes opportunities for our hotel and tourism partners to join us at various industry events, and assist in selling our great city to the rest of the world.

With sales and marketing opportunities arising every day and destination marketing rapidly changing, this is a living and flexible document. As opportunities present themselves throughout the year, each will be evaluated as to applicability to our overall mission, goals and objectives.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 3

LRCVB MISSION AND OVERVIEW Mission The mission of the Little Rock Convention and Visitors Bureau is to

■ Improve the quality of life and the local economy in Little Rock by bringing visitors, meetings, conventions and events to the city.

■ Responsibly manage public funds in its charge.

■ Efficiently operate the facilities it manages.

■ Serve customers, visitors and delegates with courtesy, knowledge and skill.

LittLe Rock convention AnD visitoRs BuReAu oveRview The Little Rock Convention and Visitors Bureau (LRCVB) is a full-service bureau, with over 120 professionals on hand to market and sell Little Rock as a meeting, convention and visitor destination. In addition, the LRCVB provides support in group tour planning, destination communications, housing, registration and event coordination. LRCVB is the official marketing agency of the City of Little Rock and provides information about services including hotels, dining, attractions and transportation. In addition, the LRCVB operates and manages the Statehouse Convention Center, the Robinson Center and Robinson Center Music Hall, The River Market, Shop the Rock retail outlet, numerous visitor information centers and multiple parking facilities in the downtown area.

LRCVB is funded primarily by a two percent tax on hotel occupancy and prepared food. The Bureau operates on a fiscal calendar from January 1 through December 31. Its four operating divisions are Sales and Services, Marketing and Communications, Finance and Administration and Facility Operations.

Sales and Services The primary goal of the LRCVB Sales and Services team is to bring visitors to our city. Visitors have a positive impact on the local economy and the dollars they spend make a significant contribution to reduce the financial responsibility of every taxpayer in the community. The Sales and Services team approaches 2012 with a renewed focus and direction.

We are committed to strategies designed to maximize our opportunities to bring more Meetings and Conventions, Sporting events and Tourism to Little Rock in 2012 and beyond.

Marketing and Communications The Marketing & Communication division of LRCVB oversees the following disciplines within the organization: destination marketing and advertising; special event promotions; visitor information centers and collateral distribution; public relations; publicity and media communication; retail operations; Web site and online marketing; sponsorship oversight; graphic design, assistance with Sales & Services marketing efforts and logistic planning for hosted events.

Facility Operations Under agreement with the City of Little Rock, the Facility Operations division is responsible for the operation of Robinson Center, Robinson Center Music Hall, the municipal parking garage at Robinson Center and the Statehouse Convention Center. In addition, under a Memorandum of Understanding with the city, LRCVB is also the management entity of the River Market.

These responsibilities include the Ottenheimer Market Hall, two 6,000 sq. ft. outdoor pavilions, the 7,500 seat Riverfest Amphitheater and all surface parking within Riverfront Park. Also, under a management fee arrangement with the city, LRCVB operates the public parking facilities at 2nd & Main and in the River Market. These two 650-space decks are tied directly to city bonds issued in 2002 for the construction of the River Market parking facility; additionally, this division has direct operational responsibility, and serves as contract liaison between the city-owned hotel properties and the Little Rock Advertising & Promotion Commission. Hotel contractors are the Trinity Hotel Group of New York

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(Double Tree Hotel) and the Peabody Hotel Group (Peabody Hotel).

Lastly, the facility operations division manages the commission owned parking lot, directly across from the Statehouse Convention center.

The Facility Operations division employs approximately 80 full-time and 60 part-time employees in the departments of event operations, building services, event setup, engineering, safety/security, River Market operations, auxiliary services and parking.

LRCVB GOALS AND OBJECTIVES ■ ■ Increase the demand for hotel room nights, package tours, restaurant receipts and other events and activities that positively affect the local tourism industry.

■ Develop a destination brand identity.

■ Gain additional regional, national and international media exposure for Little Rock’s diverse attractions, natural environment, rich history and unique personality.

■ In conjunction with our branding project, we will develop short term and long term strategic plans for destination development, brand awareness and increased visitation.

LRCVB STRATEGIES AND STRATEGIES BY DIVISION As one of Little Rock’s most prominent economic engines, tourism creates jobs, stimulates economic growth and development and provides goods and services that help make our city an attractive, welcoming destination. LRCVB’s focus is on building exceptional customer relationships with meeting planners, media, the hospitality industry and our community. Our efforts are concentrated on generating demand for the destination, thereby creating value for the industry and stakeholders.

In pursuit of our goals and objectives, the LRCVB will operate under these strategic priorities during 2012-2015: ■ Continue to explore new ideas and best practices for increasing destination demand.

■ Develop a strategic plan for future bond initiatives that may include destination development, future growth opportunities, and increased partnerships.

■ Focus on new and emerging markets for Little Rock hotels and expand existing markets.

■ Utilize the many unique central Arkansas events and assets to showcase Little Rock in a variety of targeted familiarization tours and destination site visits.

■ Use the most effective public relations initiatives, including new technologies and social media efforts, to generate positive destination coverage and further extend the reach of traditional advertising impact.

■ Find and leverage opportunities to host travel writers’ conferences in an effort to increase Little Rock’s editorial coverage in regional and national publications.

■ Develop a unified brand identity for the destination.

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STRATEGIES BY DIVISION In concert with and supporting the strategic focus of LRCVB during 2012-2015, each of the Bureau’s divisions has outlined specific strategic initiatives.

Sales and Services The LRCVB’s Convention Sales effort will take on these specific strategies: ■ Redeploy the sales staff to address immediate needs, focus on long-term booking potential as well as immediate, short-term bookings.

■ Continue to build relationships with third party or independent meeting planners.

■ Expand LRCVB’s reach within the Washington, DC national association market.

■ Strengthen strategic partnerships with our hotels.

■ Develop and grow sports opportunities.

Marketing and Communications The Marketing and Communications division will balance the maintenance and refinement of its traditional activities (advertising/marketing, managing the information centers, collateral production and distribution activities and publicity efforts) with new strategic initiatives. Its focus includes: ■ Publicize the new LittleRock.com Web site and fully utilize the enhanced and engaging features.

■ Expand and improve the LRCVB’s social and mobile-media presence, for the benefit of promoting Little Rock as a destination and continuing to build relationships with travel writers and media.

■ Promote Little Rock as a dining destination and develop new efforts to grow advertising and co-op marketing opportunities, increase restaurant participation, expand the DineLR.com campaign, and create a Little Rock food festival.

■ Increase service and support offerings to our sales team by expanding our in-house capabilities with respect to direct marketing and attendance stimulation; video capabilities and online enhancements to the sales bid book and collateral material.

■ Refine the Event Sponsorship application and decision-making processes, ensuring that strategic priorities and fiscal controls are in place.

■ Create a new, integrated brand identity and a marketing and communications strategy to promote Little Rock to the world.

Facility Operations The future focus for the Facility Operations division will include: ■ Create demand for Statehouse Convention Center, Robinson Center and the River Market for groups and special events that increase overall facility revenue, boost hotel occupancy, restaurant receipts and destination awareness.

■ Provide needed assistance to our clients and the sales and services team as it relates to the usage and sales of LRCVB managed facilities.

■ Increase effective marketing efforts for the River Market entertainment district through involvement with River Market advisory group, neighborhood association, restaurant partners, downtown Little Rock Partnership and other area organizations.

■ Continue to focus on marketing, public relations, advertising and special event development efforts to increase visitation at the River Market.

■ Operate the city facilities and assets with professionalism and fiscal responsibility; and continue effective capital project utilization and implementation to insure viable facilities both in the present and future.

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TOURISM RESEARCH The U.S. Travel Association reports that ongoing obstacles for leisure travel will continue due to budget and time constraints, while challenges facing international visitors include burdensome visa process and an unwelcoming entry experience.

The meetings and convention travel segment is still faced with tighter budget constraints, and many groups have seen a decline in attendance and there is a trend toward mid-market destinations in an effort to make meetings and conventions more affordable for attendees. USA Today reports, “As companies and associations slowly raise budgets for meetings and conventions, they’re giving greater consideration to smaller and less-expensive cities that they once might have bypassed for more glamorous locales.” Our goal is to target and capture some of these former tier one groups.

U.S. Travel Forecasts Updated 11/01/2011 U.S. Travel Forecasts Updated 11/01/2011

U.S. Travel Forecasts Real GDP ($ Billions)* Unemployment Rate (%) Real GDP ($Price Billions)* Consumer Index (CPI)** Unemployment Rate (%) Travel Price Index (TPI)** Consumer Price Index (CPI)** Total Travel Expenditures in U.S. ($ Billions) Travel Index (TPI)** U.S. Price Residents Total Travel Expenditures International Visitors***in U.S. ($ Billions) U.S.International Residents Visitors to the U.S. (Millions) Total International Overseas ArrivalsVisitors*** the U.S. (Millions) Total Domestic International Visitors to the(Millions) U.S. (Millions) Total Person-Trips**** Overseas Arrivals the U.S. (Millions) Business Total Domestic Person-Trips**** (Millions) Leisure Business Leisure

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2007 13,206.4 20074.6 13,206.4 207.3 4.6 244.0 207.3 738.6 244.0 641.3 738.6 97.4 641.3 56.0 97.4 23.9 56.0 2,004.5 23.9 494.3 2,004.5 1,510.2 494.3 1,510.2

U.S. Travel2009 Forecasts2010 2008 13,161.9 12,703.1 13,088.0 20085.8 20099.3 20109.6 13,161.9 12,703.1 13,088.0 215.3 214.5 218.1 5.8 9.3 9.6 257.7 241.5 250.8 215.3 214.5 218.1 772.9 704.4 758.7 257.7 241.5 250.8 662.4 610.2 655.2 772.9 704.4 758.7 110.4 94.2 103.5 662.4 610.2 655.2 57.9 55.0 59.8 110.4 94.2 103.5 25.3 23.8 26.4 57.9 55.0 59.8 1,964.9 1,900.6 1,965.7 25.3 23.8 26.4 461.1 436.5 451.5 1,964.9 1,900.6 1,965.7 1,503.8 1,464.2 1,514.2 461.1 436.5 451.5 1,503.8 1,464.2 1,514.2

U.S. Travel Forecasts (Growth)

'1&-!*+)-#*#,-%8) U.S. Travel Forecasts (Growth) 2007 2008 2009 2010

2011 13,306.1 20119.1 13,306.1 224.8 9.1 267.6 224.8 815.2 267.6 704.3 815.2 111.0 704.3 62.3 111.0 27.9 62.3 2,004.9 27.9 457.9 2,004.9 1,547.0 457.9 1,547.0 2011

2012 13,585.4 20128.9 13,585.4 230.1 8.9 272.9 230.1 841.6 272.9 725.4 841.6 116.2 725.4 64.4 116.2 29.0 64.4 2,035.8 29.0 465.7 2,035.8 1,570.0 465.7 1,570.0 2012

2013 14,018.9 20137.5 14,018.9 235.0 7.5 281.9 235.0 877.8 281.9 756.3 877.8 121.5 756.3 66.6 121.5 30.2 66.6 2,072.1 30.2 473.9 2,072.1 1,598.2 473.9 1,598.2 2013

2014 14,502.9 20146.2 14,502.9 239.9 6.2 290.4 239.9 922.0 290.4 791.1 922.0 131.0 791.1 69.9 131.0 31.6 69.9 2,114.0 31.6 481.3 2,114.0 1,632.7 481.3 1,632.7 2014

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Sources: U.S.international Travel Association's Forecast Model, BLS, Labor; OTTI, BEA, Department of Commerce. ! to ****One person trip of 50 miles or more, one way, away from home or including one or more nights away from home. !

Sources: U.S. Travel Association's Travel Forecast Model, BLS, Department of Labor; OTTI, BEA, Department of Commerce.

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tActicAL eFFoRts Meetings and Conventions Having a clear image of where we are and where we want to be is crucial to developing a successful Sales strategy.

Since 2008, the five year booking pace for Meetings and Conventions has experienced a significant and steady decline.

Booking pace is a comparative analysis report of definite room night bookings processed by LRCVB Sales using historical and future booking data. Two related factors have contributed to this decline; the window of time a meeting professional is willing to commit to a destination has decreased as a result of the economy and this has thrown us into a survival mode as the economic recovery stagnates.

We all know the devastating impact of the recession on the economy. Meeting professionals at the direction of their leadership have been reluctant to commit to a destination for fear of the negative impact on attendance and the associated financial penalties. Just like the economy, there are signals this fear is weakening and this trend is slowly beginning to reverse.

Survival Mode is another issue. It has been necessary for the LRCVB Sales team to focus on the most critical and immediate short term need of filling empty hotel guest rooms in the city just to survive. Each year we were confronted by a growing challenge of booking more room nights in the same year they are so desperately needed. Every year compounds the challenge, as the combination of fewer long-term agreements and a critical need to book any possible business has caused our long-term bookings to suffer and continue a steady negative slide for future years.

The LRCVB Meetings and Conventions Sales team will implement the following Sales Strategies in 2012 – 2015: ■ Using an analogy, we will fish where the fish are. With today’s technology fisherman can find the fish and we can find the meetings and events too. Our focus will include those areas offering more opportunities and larger bookings with greater potential for long-term or multiple bookings in future years.

• Develop and leverage key relationships with the most influential group of meeting professionals.

Still a rapidly growing trend in Meetings and Conventions is using a Third Party or Independent Meeting Planner to assist in booking a meeting or event. These individuals are self employed and are often compensated through a commission negotiated and paid by the destination. Establishing professional relationships and trust while delivering a consistent message is an absolute must with this well organized and connected market segment. This group of meeting professionals now controls billions of dollars in meetings and event revenue. We will be aggressive with networking, sponsorship and preferred positioning opportunities.

■ Redeploy the Meetings and Conventions Sales team to specifically address immediate needs: • A Sales Manager to support and grow the short-term, small meetings market, focusing on those groups with less than 50 room nights on peak booking in the same year they are meeting.

• Implement a combination of vertical and geographic sales territory coverage to better manage travel requirements and maximize booking opportunities in key markets.

• Five Sales Directors to redirect small meetings to the Sales Manager allowing them to support and grow the long-term large meetings market, focusing on building a foundation of definite business for future years.

• Allocate additional resources to the Government market segment, representing one of the most consistent meeting markets in recent years.

• Allocate more resources to the state association market.

■ Leverage relationships in the Washington, DC National Association market by retaining a sales representative/consultant with an established client base matching the Little Rock meetings and conventions profile.

■ Implement SOP’s (Standard Operating Procedures).

10 ■ LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn

• Manage Travel Calendar and partner participation to ensure primary goals of definite room night bookings and lead generation are achieved.

• Manage Pre/Post activities to ensure maximum ROI. • Leverage established long-term relationships to develop and grow sports opportunities.

■ Strengthen strategic partnerships with hotels through consistent communication and collaborative sales opportunities.

Little Rock leisure travel and tourism With economic trends indicating a future increase in regional and national travel, leisure tourism continues to represent great potential for our area. The newly re-designed Web site will be a huge benefit to this market, offering userfriendly navigation of group tour and leisure information – as well as creating budget friendly leisure travel, itinerary options and packaged offerings for niche interest.

Sales activities will be focused on increasing opportunities to host State tours using Crystal Bridges, the Clinton Presidential Center and other Little Rock attractions as packaged tour options. We will continue to concentrate on packaging the “President” (Clinton Presidential Center), with the “King” (Elvis), for Regional tours using Memphis and New Orleans. We will also “piggyback” with groups planning to visit Branson or Eureka Springs for the entertainment aspects to provide an attraction visit, meal stop or overnight stay. We offer a variety of hub and spoke lodging alternatives for groups that are interested in visiting Hot Springs. Another key strategy in 2012 is to use every industry related opportunity to establish strong professional relationships with the tour operators themselves to ensure we are included in a high percentage of motorcoach itineraries.

Top leisure travel activities for U.S. domestic travelers: (1) visiting relatives; (2) shopping; (3) visiting friends; (4) rural sightseeing; and (5) beaches.

Top leisure travel activities for overseas visitors: (1) shopping; (2) dining; (3) city sightseeing; (4) visiting historical places; and (5) amusement/theme parks.

– Source: U.S. Travel Association Convention services The LRCVB continues to offer an exceptional array of services to the convention market. The services team helps with attendance promotion, pre-registration services, name badges, housing, promotional items, onsite registrar assistance, and visitor information booths. These pre-registration services take a tremendous amount of work off of the meeting planner’s plate, so they are able to concentrate on other details of the conference. This service is definitely a key selling point for our market, as most CVB’s do not handle the pre-registration aspect of conventions. Our free housing service is also unmatched in the industry. The other key component of the services department is our knowledgeable registrar staff. In addition to helping with the onsite registration, the registrars are the face of our destination with these outof-town visitors/conventioneers; helping promote all local restaurants, attractions and businesses with their southern hospitality.

coMPetition Little Rock faces a number of well-organized and aggressive competitors. Little Rock’s competitors are outlined within the various SWOT analysis provided in the following section.

LRCVB also has some uncommon responsibilities, which tend to make direct comparisons to other metro areas less valid.

Little Rock is in a small minority (approximately 5%) of CVBs nationally that operate convention centers and parking decks (Virginia Beach and Raleigh are similar to Little Rock in this regard). Little Rock is also unusual in that the LRCVB both issues permits to the businesses subject to the 2% tax and also has responsibility for tax collection. A major source of revenue for LRCVB, unlike majority of CVBs in the country, comes from the 2% tax on prepared food.

For 2012, we have reevaluated our competitive set. Below is a side-by-side listing to identify the change in comparison destinations between 2011 and 2012. We will be comparing the actual performance of the Little Rock area hotels to ten other destinations, as well as evaluating the impact of our state competitors in northwest Arkansas, North Little Rock and Hot Springs. The rationale in developing a revised list of competitive destinations for comparison analysis includes: LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 11

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8L!'8-J&)*)*+&!M&7)*9.)*897!L8/!'8-J./*789!.9.=07*7!*9'=(M&7W! ■ Those destinations within the same geographic area of the US, the South Central Region. Typically meeting • DF87&!M&7)*9.)*897!<*)F*9!)F&!7.-&!A&8A/.JF*'!./&.!8L!)F&!^,N!)F&!,8()F!3&9)/.=! professionals rotate their meetings between East Coast, Central and West Coast. It was important to select cities 2&A*89#!!D0J*'.==0!-&&)*9A!J/8L&77*89.=7!/8).)&!)F&*/!-&&)*9A7!?&)<&&9!$.7)!38.7)N!3&9)/.=!.9M! in the Center of the US and preferably in the South.

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■ Destinations•withB&7)*9.)*897!<*)F!7*-*=./!L&.)(/&7!<F*'F!-.0!*9'=(M&!.!2*+&/N!,).)&!3.J*)8=N!^9*+&/7*)0N!6.@8/! similar features which may include a River, State Capitol, University, Major Highways, National Airport, absence [*AF<.07N!b.)*89.=!E*/J8/)N!.?7&9'&!8L!>.-*9A!.9M!98!7*A9*L*'.9)!+./*.9'&!*9!-&&)*9A!L.'*=*)*&7#! of Gaming and no significant variance in meeting facilities.

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swot AnALYsis !

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An analysis of Little Rock’s real and perceived strengths, weakness, opportunities and threats (SWOT Analysis) allows us to de! ! velop and implement strategies to attract and bring more visitors to the city.

Little Rock and many other destinations are aggressively competing for the same visitors. Because our SWOT differs depending on the type of audience we are targeting, we have created a SWOT Analysis for the three primary target audiences we are pursuing as follows: ■ Meetings and Conventions ■ Sports ■ Tourism

Meetings AnD conventions Strengths ■ The management of primary convention center facilities by the LRCVB provides a competitive advantage by allowing us the ability to manage and negotiate inventory, pricing and other services to levels necessary to win the business.

■ The charm of Little Rock and the South.

■ Our south-central location along two major highways makes us a convenient destination by car and by air.

12 ■ LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn

■ Non-union convention facilities with low city tax rates contributes to our affordability.

■ Little or no traffic congestion or time-consuming commutes due to the size of the city and the proximity of the Little Rock National Airport to downtown.

■ Local support and “can-do” attitudes provide great access to unique local and cultural attractions.

■ A downtown convention center with a headquarter hotel attached.

■ The Clinton Presidential Center and Heifer International both being Platinum LEED Certified.

■ A variety of full and limited service hotel inventory that offers a wide range of features and benefits at multiple price points, attractive to smaller in-house meetings.

Weakness ■ Limited flight options and accessibility of our National Airport; carriers utilize a combination of small and medium size aircraft.

■ The size of our convention center and headquarter hotel significantly limit the business we can pursue, and professional meeting planners have numerous alternatives that allow them to place all sleeping rooms in a single property.

■ Though several very nice destination amenities have been developed in recent years, such as La Petite Roche Plaza and the Wetlands, no major attractions have opened since the Clinton Presidential Library in 2004, we are at risk of becoming “old news.”

■ Nearby destinations directly compete with Little Rock marketing efforts and pull visitors with “new and improved” and less expensive offers.

■ Negative perceptions that downtown and River Market are unsafe with an ongoing concern surrounding the homeless issue.

■ A lack of community support for additional downtown and River Market development.

■ Inconvenient connectivity between the headquarter hotel and convention center ballroom.

■ Poor conditions and limitations of the 1939 Robinson Center Music Hall and conference center.

■ Limited hours of operation, parking and retail options in downtown and River Market.

■ Lack of large off-site venue options for events, receptions and meal functions.The Clinton Presidential Center is popular, but not as appealing for groups that have previously used the facility.

Opportunities ■ Collaborate with all available partners within our area of influence to ensure we make each meeting and convention a positive and memorable experience.

■ Retain support and leverage established relationships in important market segments such as Washington, DC that provide us with the greatest opportunity of success based on scope and size of market.

■ Develop preferred relationships with third party meeting professionals that are managing the majority of meetings.

■ Maintain the value of Little Rock as a meeting destination by holding on to our pre-recession pricing, as other competitors return to their higher pre-recession prices.

■ Take advantage of emerging national trends – organizations choosing more and smaller regional events over the large, more costly national events.

■ A new and improved, user-friendly, Web site presence.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 13

•

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9&<! -&&)*9A! ■ Secure community.9K! involvement and develop)8! a new branding strategy. .9K! '89+&9)*89! 8HH8/)(9*)*&7! *9! )D&!

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■ Create!! and facilitate a new Customer Advisory Board. =M1%4#0&

■ Promote and support the “Hometown Hero” program throughout the Little Rock professional community in • 38-?.)! H877*?=&! &/87*89! 8J! -./I&)! 7D./&! <*)D! a8/)D<&7)! M/I.97.7! K(&! )8! )D&! 8H&9*9A! 8J! order to generate3/07).=!5/*KA&7X!)D/8(AD!.!-8/&!.AA/&77*+&!O2!7)/.)&A0X! pride in the city as well as identify new meeting and convention business opportunities.

■ Utilize and leverage the.A.*97)!

Platinum LEED certification for both Presidential Center and Heifer Interna• P*AD)!

'8-H=.'&9'0! .9K! '89)*9(&! )8!the ?&!Clinton .AA/&77*+&! *9! K&+&=8H*9A! .9K! *-H/8+*9A! 8(/! tional to identify new meeting and convention opportunities in the green/sustainable meetings segment.

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7).)&!Bridges; .9K! /&A*89N! ■ Combat possible of market share with Northwest Arkansas due to the opening Crystal 8(/!

'D.==&9A&! *7! )D&!PR H&/'&H)*89! through a more aggressive strategy. 8J! 1*))=&! 28'I! ?&089K! 8(/! /&A*89! .9K! <D&9! '8-H./&K! )8! =./A&/!

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■ Fight against complacency and continue to1*))=&! be aggressive in developing product infra'897*K&/!

D87)*9A! )D&*/! &+&9)N! 8J)&9N! 28'I! *7! 98)! *9'=(K&K! 89!and )D&!improving e7D8/)=*7)f#!our ! CD&!

12345!mix, -(7)! ?&! structure and service offerings. .AA/&77*+&!*9!K&+&=8H*9A!7)/.)&A*&7!.9K!).')*'7!)D.)!*9'/&.7&!.<./&9&77!8J!8(/!(9*W(&!7)/&9A)D7!.-89A! -&&)*9A!H/8J&77*89.=7#!

Top Five Competitors for Meetings & Conventions !

P/8-!.!'8-H&)*)*+&!7).9KH8*9)!.!9(-?&/!8J!J.')8/7!<*==!*-H.')!8(/!J()(/&!A/8<)D!H8)&9)*.=#!!L&!-(7)!

While Little Rock markets itself very effectively against similar-sized cities within the state and region, our challenge is the *9'/&.7&!8(/!)./A&)!-./I&)!?0!K&+&=8H*9A!/&=.)*897D*H7!.9K!<8/I*9A!<*)D!)D&!-&&)*9A!H/8J&77*89.=7!)D.)! perception./&!H=.99*9A!-&&)*9A7!)D.)!./&!.!A88K!J*)!J8/!1*))=&!28'I#!!L&!-(7)!/&).*9!.9K!=&+&/.A&!)D&!/&=.)*897D*H7! of Little Rock beyond our region and when compared to larger destinations. When professional meeting planners begin making a list of possible destinations to consider hosting their event, often, Little Rock is not included on the “shortlist.”

8J!/&78(/'&7!*9!./&.7!<*)D!A/&.)&/!H8)&9)*.=!J8/!8(/!K&7)*9.)*89#!!M9KN!<&!9&&K!)8!.=*A9!8(/7&=+&7!<*)D! The LRCVB)D87&!<*)D*9!8(/!'8--(9*)0!)D.)!'.9!'D.9A&!.9K!7D.H&!8(/!*-.A&!<D*=&!'/&.)*9A!.9!&9)D(7*.7)*'!./-0! must be aggressive in developing strategies and tactics that increase awareness of our unique strengths among meeting professionals.

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From a competitive standpoint a number of factors will impact our future growth potential. We must increase our target !! market byCD&!'8-H&)*)*+&!=.9K7'.H&!<*)D!=./A&/!'*)*&7!*9!)D&!/&A*89!*7!.70--&)/*'.=! developing relationships and working with the meeting professionals that n!1*))=&!28'I!'897*K&/7!-.90! are planning meetings that are a good fit for Little Rock.

We must retain and leverage the relationships of resources in areas with greater 8J! )D&7&! '*)*&7! .7! '8-H&)*)8/7N! D8<&+&/N! )D87&! 7.-&! '*)*&7! K8! 98)! H=.'&! 1*))=&!

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And, we need to align ourselves with those within our community that can change and shape our image while '8-H&)*9A! K&7)*9.)*897#! ! L&! D.+&! *K&9)*J*&K! )D&! J8==8<*9A! e)8H! J*+&f! '8-H&)*)8/7N! )D&*/! -./I&)*9A! creating an enthusiastic army of “Hometown Heroes” that are passionate about bringing their personal and professional contacts to Little -&77.A&!.9K!D8<!)8!H87*)*89!1*))=&!28'I!)8!'8-H&)&V! Rock for a !meeting or convention.

Threats

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,H8/)7! /&=.)&K! -&&)*9A7! .9K! &+&9)7! ./&! &%)/&-&=0! ?&9&J*'*.=! )8! )D&! =8'.=! '8--(9*)0#! ! M! D*AD&/!

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sPoRts Sports related meetings and events are extremely beneficial to the local community. A higher percentage of sporting events are youth related. This translates into families traveling, staying in our hotels, eating in our restaurants and supporting the local community with their tax dollars. These events are especially attractive from a suburban hotel perspective because most families prefer to pay less for their hotel, while being closer to the actual sporting facilities, which favors suburban properties.

The annual U.S. market for sports-related travel is $44.5 billion, and the following sports are the most popular events to participate in or watch when traveling: baseball or softball (17%); football (15%); basketball (9%); auto racing (7%); golf (6%) - Travel & Tourism Market Research Handbook by Richard K. Miller & Assoc.

Strengths ■ Little Rock’s centralized location in the US and the state, near two major interstate highways, make it an attractive and convenient destination.

■ LRCVB is a full service organization that provides assistance and services before, during and after the event.

■ Little Rock offers a wide variety of hotels, offering multiple price points, attractive to families and organizations traveling on a budget.

■ Year round consistent weather conducive to hosting successful outdoor events.

Weakness ■ Limited accessibility by air and amount of lift. The airlines use small, regional or commuter aircrafts which limits the number of seats per flight. Limited number of West Coast flights.

■ Aging condition of existing sport facilities and lack of financial commitment to upgrade and improve them. i.e. Burns Park has only four lighted soccer fields and there is a need for more.

■ Lack of specific sports facilities. We have not invested in a sports infrastructure like our competitors. We have an inadequate number of lighted soccer fields and limited indoor facilities for basketball, volleyball, cheer, gymnastics, archery and other related sports.

■ Lack of larger hotels that can accommodate a guest room block of 200+ rooms.

Opportunities ■ Identify alternate or emerging sporting events that could use existing local facilities.

■ Help develop new annual sporting events in order to support slow and off-peak periods throughout the year.

■ Maintain a strong presence for Little Rock in national sports tradeshows and events in order to identify and capture new event opportunities.

■ Strengthen relationships with key leaders of existing annual events to ensure their future loyalty.

■ New UALR track and field complex.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 15

=N1%4#0& • "9'/&.7&M!.9M!-8/&!.AA/&77*+&!-./K&)*9A!.9M!'8-J&)*)*89!L/8-!?8)F!*9Z7).)&!.9M!8()Z8LZ7).)&!

M&7)*9.)*897!<*)F*9!8(/!/&A*89#!

Threats • EA&N!-.*9)&9.9'&!.9M!8J&/.)*89!8L!&%*7)*9A!7J8/)7!L.'*=*)*&7#!

■ Increased and more aggressive marketing from both in and out-of-state destinations within our region. ,*A9*L*'.9)!'8--*)-&9)!)8!)F&!A/8<)F!.9M!M&+&=8J-&9)!8L!,J8/)7!6./K&)!?0!8(/!'8-J&)*)8/7#!!

Q.'*=*)*&7! M&+&=8J-&9)! *9'=(M&7! 9&<! e7).)&Z8LZ)F&Z./)f! 7J8/)*9A! +&9(&7! .9M! .))/.')*897!

■ Significant commitment to the growth and development of the sports market by our competitors. .JJ&.=*9A!)8!L.-*=*&7!)8!&9F.9'&!)F&!M&7)*9.)*89#!!

•

■ Age, maintenance and operation of existing sports facilities.

Facilities development includes new “state-of-the-art” sporting venues and attractions appealing to & families that enhance the destination.

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Strengths ■ Our central location in the US and state, at the convergence of two major interstate highways and bordered by seven other states, make us very attractive to many regional visitors.

■ An easy city to navigate by motorcoach and has relatively low traffic congestion.

■ Affordable and convenient – offering a wide variety of hotel options and price points located throughout the city, in close proximity to major attractions.

■ Offers metropolitan amenities with small town feel and surrounded by natural beauty.

■ Name recognition of the Clinton Presidential Center.

Weakness ■ Lack of restaurant options in downtown and restaurants that can accommodate groups of 30 or more.

■ River Market limited hours of operation and closed on Sunday.

■ Lack of retail shopping options in downtown.

■ Perception that the downtown area is unsafe and that there is not a lot to do.

■ Lack of consistent city tour options.

Opportunities ■ Partner with Crystal Bridges and NW Arkansas to develop and promote a Little Rock tour option.

■ Identify a quality partner to promote and support a scheduled City Tour.

■ Partner with key state and regional cities to include Little Rock in tour itineraries.

■ Assist hotels in developing unique “stay and play” packages, that incorporate interest-oriented itineraries.

■ Create more concerts and events; better market and promote our annual events and festivals.

■ Develop themed tours surrounding the Sesquicentennial of Civil War and other unique attractions to create an experience not available in other destinations.

■ Growing number of Baby-Boomers retiring and wanting to travel.

■ Student travel is an emerging trend and we are perceived as an affordable destination for the seven bordering states.

Threats ■ Deeply discounted hotel pricing strategy in North Little Rock and Memphis.

■ Limited advertising to surrounding states.

■ Perception of Little Rock not having enough attractions and/or things to do.

■ The “buzz” about Crystal Bridges and NW Arkansas.

Top Five Competitors for Motorcoach Tourism The motorcoach market is much different in comparison to the meetings and conventions and sports market segments. In a high percentage of cases, our top competitors can also be our partners. The objective is to position Little Rock as a great compliment to tours that are making stops in nearby regional destinations and serve as a hub and spoke option for state tours.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 17

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LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 19

ResouRces, tooLs AnD stRAtegic inDustRY ALLiAnces National Marketplace The LRCVB custom trade show booth provides a modern, clean look and highlights Little Rock’s image with bold, backlit color panels. The booth is designed to create maximum awareness as an inline 10’ x 20’ booth but can also be used as two individual 10’ x10’ booths – simultaneously, at separate trade shows. A customer favorite is the signature logo carpet that travels with the booth. Not only does it say: Little Rock – loud and clear, but the double padding underneath is a real welcome for weary trade-show attendees. Due to the size and expense of the transporting the booth, we currently use it at major industry shows, four to five times annually.

In addition, we will explore options of creating a smaller, more mobile, booth for other industry events. With new technologies and lighter weight materials, we feel that an equally impressive booth can be designed and created for use at other numerous shows, providing some cost savings with transportation and setup.

Facility Management Little Rock’s most influential sales and marketing tool that is often overlooked or taken for granted is the fundamental design and set-up of our organization. By our very structure, overseeing the operation of the Statehouse Convention Center, River Market and Robinson Center and Music Hall space(s) affords our sales department the opportunity to better compete for meetings, conventions, trade shows, public/private events and social activities.

Our facilities are only successful when occupied and those booked events have a positive economic impact on the community, as these groups need and utilize lodging, dining and ancillary services. When a day goes by without guests in the building, that lost revenue can never be recaptured and that is the foundation for our management approach to flexible pricing of meetings and conventions. When our sales team competes with other cities for business, our flexible pricing structure gives us a great advantage over cities without that flexibility. While our sales staff enters into negotiations trying to capture the most rental income possible; having flexibility in our pricing structure has often helped us win bids over cities with more attractive visitor offerings. empowerMINT empowerMINT is a collective portal of meeting destinations and the largest repository of post-event reports. It offers a way for meeting professionals to send a request for proposal (RFP) to one or multiple destinations and connect directly with a local destination expert who can help planners save time and money. In return, it provides post-event reports that destinations can review to determine group pick up and history.

Event Impact Calculator A new tool launched by DMAI, the event impact calculator measures the economic value of an event and calculates its return on investment to local taxes. The model and platform were developed by Tourism Economics, an Oxford Economics company. This calculator will help us better articulate the substantial impact conventions and events have on the economic development of our destinations, and serve as another resource metric.

Hometown Hero Program It is always beneficial to have an organizational member in our local community supporting our sales efforts and bidding process. It not only shows the relationship that LRCVB has within our community, but also demonstrates additional local support for the group. We have always actively looked for people within central Arkansas that are willing to personally invite their professional association to meet here. In 2012, we would like to develop and promote a Hometown Hero Program to highlight and recognize those in our community that have supported our sales efforts as well as try to identify additional people and groups to recruit to the area.

Bid Book / Collateral Equally important in our efforts is the bid book binder – a repository of all the information crucial to the bid that the decision maker can hold in their hands, review and keep on file for multiple references. Hotel contracts, convention center contracts, and other supplier information – everything pertaining to the bid can be kept together in one place.

20 ■ LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn

The Meet Little Rock bid book is also available in an electronic ‘Flip-Book’ version that the planner can review electronically.

E-Market Kit We will be developing an “at a glance” version of our Meet Little Rock bid book. It will be a quick overview and eye-catching teaser to get meeting planners to stop and ask for more. This piece will also be used in future e-marketing campaigns and a valuable tool for our satellite sales representative in the DC market.

Graphic Design The LRCVB sales team is lucky to have the services of an in-house graphic design department to create customer-centric materials that further our sales effort. One key selling feature is the concept that when a group selects Little Rock, we can make their meeting special. Meeting here is not getting lost in the shuffle. Leveraging our in-house capabilities to assist groups in developing their customized marketing materials has been very well received by our customers.

Video (DVD) Representation Another invaluable sales tool is the short, informational video highlighting Little Rock’s attributes. We’ve all heard that a picture is worth a thousand words and prospective clients/organizations unfamiliar with Little Rock often ask for a video to better understand what we have to offer attendees. This video can be used for informational purposes, as well as attendance builders, once the organization has selected Little Rock as the site of a future meeting. The video – including a personal invitation

by President Clinton – is just over five minutes. Alternative video sound tracks offer male/female narration, with/without the Clinton invitation.

Local Visibility To further our efforts to ensure a group’s selection of Little Rock and to showcase how our city rolls out the red carpet, we offer marketing efforts beginning with air arrivals at LIT, banners along Markham Street/Clinton Avenue into the River Market and custom collateral designed for their group. We also provide welcome buttons and customized name tags promoting the group and offer custom signage where applicable.

Volunteer to See Partnership A partnership originally between LRCVB and a Clinton School of Public Service student, Volunteer to See enables individuals, businesses, groups and convention travelers to participate in volunteer service activities while visiting Little Rock. The founder of the program has now left Little Rock, however, with the continued interest in “voluntourism” and with the expansion of public service organizations such as AmeriCorps, Teach for America, City Year, and businesses such as Tom's Shoes, Sustain U and others, along with meetings and conventions like National Conference on Volunteering and Service, AmeriCorps and Peace Corps Reunions, Clinton Global Initiative-U, and IMPACT, LRCVB will be working to incorporate the Volunteer to See model into our in-house service offerings.

From a convention/meeting perspective, a service component could mean a pre-conference or post-conference event extending the stay of the visiting organization or group. It also enhances both the visiting group and the host organization's overall corporate and social responsibility. Young people & their families, who have grown up and are growing up in the world of service, will be increasing among those who will be attending meetings and conventions as well as making location decisions and recommendations. A service component as part of a city's proposal can serve as a very unique and attractive marketing niche particularly for national and international nonprofit gatherings.

Arkansas Hospitality Association (AHA) The association is the official voice of the restaurant and entertainment, hotel and lodging, and travel and tourism industries in Arkansas. It serves as an umbrella organization for the Arkansas Lodging Association, the Arkansas Restaurant Association and the Arkansas Travel Council. Members include restaurants, bars, hotels, lodges, resorts and other businesses related to travel, tourism and entertainment. As the lobbying organization of the hospitality industry, the AHA represents the industry before the Arkansas General Assembly and government agencies: It also effectively promotes public awareness of the industry and its contributions to the Arkansas economy; facilitates specially discounted benefits and services to our members; offers training and education programs on food and alcohol safety, student training programs and more to build the future of the hospitality industry in Arkansas.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 21

Heart of Arkansas Travel Association (HOA) Heart of Arkansas is a collaborative marketing organization with central Arkansas CVB’s and hospitality partners and cooperative funding provided by the Arkansas Department of Parks & Tourism. As one of twelve statewide regional tourism associations, Heart of Arkansas promotes tourism in five counties including Pulaski, Prairie, Lonoke, Saline and Faulkner Counties. Currently the co-op marketing efforts include a regional visitors guide, direct advertising in several state sponsored publications, Web site and social media presence and special event marketing funding for large events and conventions taking place with Central Arkansas.

MARketing AnD ADveRtising The LRCVB sales team utilizes integrated marketing/advertising efforts, media outreach and public relations to communicate the destination as a great place for meetings and conventions as well as group/leisure travel. The Marketing/ Communication department coordinates advertising, promotions, publicity, Web site, social media and media relations programs. Below is a list of previous advertising outlets utilized. We also participate in a variety of co-op advertising with Little Rock partners and the Arkansas Department of Parks and Tourism.

Out of Market Advertising Outlets Utilized ■ AR Meeting Planner Magazine

Go Green in LITTLE ROCK

■ AR Special Events Guide ■ Association Meeting & Event Planners Directory ■ Bank Travel ■ Convention South Magazine ■ Cultural Traveler Guide ■ Group Tour Magazine ■ Meeting Sites in the South ■ NTA Profile Form Notebook

CLINTON PRESIDENTIAL CENTER / BILL E. CLARK WETLANDS

ARKANSAS RIVER TRAIL AND BIG DAM BRIDGE

FARMERS’ MARKET IN THE RIVER MARKET

Spring into the season by experiencing the best new attractions in the South.

LittleRock.com 1-800-844-4781

HEIFER INTERNATIONAL’S PLATINUM LEED HEADQUARTERS

VOGEL SCHWARTZ SCULPTURE GARDEN

Going green feels good when you choose Little Rock, a modern capital city of Southern hospitality, vibrant culture and great destinations that seem more like treasures. With an array of meeting facilities, new environmental attractions, accommodations and delicious dining, we’re waiting to make your next event a huge success.

The Little Rock Convention and Visitors Bureau coordinates lead distribution and responses, offers space at two convention centers, and provides convention services including destination communications, housing, registration and event coordination all under one organization — certainly a great benefit to both the meeting planners and delegates. It begins with just a phone call, and we’ll take it from there.

■ Red Hot Celebrations (Festival Web site) ■ Serendipity Publishing (Teach & Travel Magazine) ■ Smart Meetings Magazine ■ Various Convention Attendance Stimulation pieces Cooperative Advertising Opportunities with the Arkansas Department of Parks and Tourism ■ Bank Travel Management ■ Convention South ■ Courier (NTA) ■ Group Tour Magazine ■ Group Travel Leader ■ Meetings South ■ SMERF Meeting Journal ■ Southern Traveler (AAA) *opportunities mentioned above are subject to change and does not represent a complete list 22 ■ LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn

inteRnet MARketing LittleRockMeetings.com As part of the 2011 Web site re-design project, LittleRockMeetings.com now has a complete new look and feel as well as numerous additional features to assist with selling Little Rock as a great meeting and convention destination. The new site provides easy navigation and useful information for meeting planners and group tour operators. Destination Web sites create first impressions, and the updated design and new capabilities will help Little Rock showcase the many amenities that the city has to offer.

In addition to the new Web site, we will now have the capability to conduct on-line surveys with meeting planners, as well as direct marketing and attendance stimulation for groups that choose Little Rock. The expanded photo gallery and video gallery will also help showcase the destination.

DiRect MARketing AnD PuBLicitY Tradeshow Participation While daily sales activities are organized around direct marketing via ongoing relationship building with account decision makers, there are opportunities where it’s necessary to broaden the reach by throwing our net to a wider audience. This is typically done through numerous industry trade shows attended annually. These shows allow the opportunity to meet with and strengthen our relationship with existing customers, meet new potential customers and begin the dialogue that can take months and years to finally bring to fruition – a meeting in Little Rock.

Small Market Meeting Conference In 2011 we helped host the Small Market Meetings Conference in Little Rock. This provided us the opportunity to have buyer’s experience our hotels, dining and hospitality firsthand. We have already received positive feedback and direct bookings as a result of this event, and will continue our direct marketing and follow up with these meeting planners throughout 2012.

Direct Mailings Pre-tradeshow mailings are done to create awareness and generate interest and incentive in finding the Little Rock booth at an upcoming show. Individualized follow-up is conducted after each show.

Attendance stimulation brochures A small tri-fold brochure is utilized to create interest in Little Rock with potential convention attendees.

E-Blasts Sent seasonally with a personalized message just to keep Little Rock top of mind with group travel planners and meeting planners.

Publicity Through the Marketing & Communications department, direct media relations and publicity for the convention sales department targets industry specific print and online outlets. We work toward building relationships with the editors and writers for these targeted publications as well as follow their editorial calendars for additional opportunities to pitch Little Rock.

The overall objective is to create an increase in the positive awareness of Little Rock as a meeting and convention destination and group travel location. In addition, we create frequent reports of happenings within the Little Rock hospitality industry, including recent property or personal awards, renovations, expansions, new development, etc.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 23

DestinAtion PRoDuct PRoMotion If a picture paints a thousand words then what does an actual visitor experience in Little Rock do? Majority of the time, it convinces the meeting professional, tournament organizer or tour operator to bring their business to Little Rock!

Nothing sells our destination more than actually experiencing it. With this knowledge the LRCVB Sales team will continue to focus promotional resources on two key activities, increasing visibility and awareness of Little Rock and getting potential clients to experience the city. The vehicles used to deliver this strategy are as follows: Site Visit A potential client can represent a wide variety of business opportunities and encompass every market segment from Meetings and Conventions, Sports and Tourism. The LRCVB strives to ensure every visitor is treated like a VIP from the moment they arrive until they depart. Every minute of their visit is pre-planned, coordinated and managed by the LRCVB Sales team. The amount of time a potential client spends in our city is limited only by their schedule and what they want to accomplish.

Key decision makers and those that influence the site selection process tour our hotels, restaurants, attractions, convention center, sport facilities and other venues to ensure the needs of the organization and attendees are met. They meet the Convention Services team and experience the truly committed partnerships found in Little Rock that make their jobs easier and lessen the stress of engineering a successful event.

Familiarization Trip (FAM) Another way to introduce the Little Rock experience to potential clients is through a Familiarization Trip universally referred to as a FAM. In 2012 we will identify opportunities to create and develop a FAM around a Little Rock marquee event with broad special interest. Like the Site Visit every detail is planned, coordinated and managed by the LRCVB. The FAM is intended to be a VIP event and will target 12 key individuals representing significant potential group business to the city.

Sales Mission Although ideally we would bring every potential client in to experience Little Rock, it is not always possible in the early stages of the sales process or with budget limitations. A Sales Mission is a way to bring Little Rock to our clients.

Through careful planning and scheduling, the Sales Team will make an extended visit to those cities where our potential clients live and work. We take our hotel and stakeholder partner resources to implement a well developed plan to share the Little Rock Story. Follow-up is a crucial component of this activity.

Walk A Mile Program This ongoing Tourism initiative hosted and sponsored by the LRCVB, will encourage all Little Rock Visitor contact personnel to participate in an engaging and educational visitor encounters. The program is designed to provide a learning experience through presentations, interactive development and provide an in-depth city tour. Participants will leave with a passion for the visitor experience and a new appreciation and enthusiasm for Little Rock as a visitor destination.

24 â&#x2013; LittLe Rock convention AnD visitoRs BuReAu â&#x2013; 2012 MARketing PLAn

an in-­‐depth city tour. Participants will leave with a passion for the visitor experience and a new appreciation and enthusiasm for Little Rock as a visitor destination.

2012 tRAveL cALenDARL.

2012 TRAVEL CALENDAR

2012 Sales Travel Calendar - Proposed Start Date

Acronym

1/06-10/12

ABA

LRCVB

Location

American Bus Association Market Place

1/08-11/12

Event Name

JM

Grapevine, TX

Partner Yes

PCMA

Prof. Convention Mgmt. Assn. Annual Meeting

MK

San Diego, CA

1/24-27/12

RCMA

Religious Conf. Mgmt. Assn World Conference & Expo

JT

Kansas City, MO

Independent Registration Required Yes

1/25/12

HB

Helms Briscoe Annual Business Conference (ABC) Partnership Mtg Bank Travel Conference

MK

Reno, NV

Membership Required Yes

2/7-9/12

BTC

JM

Memphis, TN

February

PCMA

PCMA Heartland Chapter

MK

Kansas City, MO

Yes

02/28/12

DMAI

DMAI's Destination Showcase - DC

MK

Washington, DC

Yes

Arkansas Governor’s Conference on Tourism

AS

West Memphis, AR Louisville, KY

Independent Registration Required Yes Membership Required Independent Registration Required Yes

03/04/12 3/4-7/12

Travel South Showcase

JM

Envision by Experient

MK

Reno, NV

STS

Southeast Tourism Society Spring Conference

JM

Tunica, MS

3/21-25/12

HCI

Heritage Clubs International Annual Group Travel Conference

JM

Rogers, AR

3/25-29/12

CD

Conference Direct Annual Partner Meeting (APM)

MK

Orlando, FL

03/27/12

Glamer

Group Leaders of America

JM

St. Louis, MO

03/28/12

Glamer

Group Leaders of America

JM

Dallas, TX

Yes

4/16-19/12

NASC

National Association of Sports Commissions Sports Event Symposium PCMA Heartland Chapter

DR

Hartford, CT

MK

Kansas City, MO

Membership Required Yes

US Travel Association's International POW WOW

JM

Los Angeles, CA

Yes

Collaborate Marketplace

MK

Las Vegas, NV

Yes

3/6-8/12

Experient

3/19-21/12

April

PCMA

4/21-25/12

POWWOW

4/25-27/12 May

Membership Required Yes

National Coalition of Black Meeting Planners Spring Conference

MR

TBD

Yes

05/03/12

ASAE

ASAE's Springtime Expo

MK

Washington, DC

Yes

5/8-10/12

CMCA

JT

SGMP

MR

Daytona Beach, FL New Orleans, LA

Yes

5/1619/2012 6/4-8/12

Christian Meetings and Convention Association Spring Showcase Society of Government Meeting Planners Travel Alliance Partners

JM

Shreveport, LA

6/23-26/12

HCEA

Healthcare Exhibitor's Association Annual Meeting

7/16-18/12

DMAI

July

PCMA

Destination Management Association International Annual Conference PCMA Heartland Chapter

TAP

Membership Required Independent Registration Required Yes

TBD

Orlando, FL

AS

Seattle, WA

MK

Kansas City, MO

Membership Required Yes

7/20-23/21

MPI

Meeting Professionals International World Education Congress

MK

St. Louis, MO

Yes

7/22-25/12

ASAE

Arkansas SAE Annual Convention

JT

Bentonville, AR

Yes

7/22-25/12

GBTA

Global Business Travel Association

TBD

Boston, MA

Yes

August

IMCG

International Motor Coach Group Marketplace 2012

JM

TBD

Yes

8/11-14/12

ASAE

MK

Dallas, TX

Yes

8/16-18/12

American Society of Association Executives Annual Meeting & Exposition Connect Marketplace

MK

New Orleans, LA

Yes

8/19-23/12

American Fisheries Society

DR

St Paul, MN

8/21-23/12

GOF

Going on Faith Travel Conference

JM

Rock Hill, SC

Attendance Stimulation Yes

8/24-27/12

SYTA

Student Youth Travel Association Annual Conference

JM

Nashville, TN

Yes

Congressional Black Caucus Foundation - Annual Legislative Conference Hospitality Sales & Marketing Association Intl - Affordable Meetings South Central Motorcoach Association - Annual Meeting & Market Place TEAMS '12 Conference & Expo

MR

Washington, DC

Yes

MK

Washington, DC

Yes

JM

TBD

Yes

DR

TBD

No

Boomers in Groups

JM

TBD

Yes

Ontario Motorcoach Association

JM

Buffalo, NY

Rejuvenate Marketplace

JT

Columbus, OH

Independent Registration Required Yes

9/19 -22/12 9/5-6/12

HSMAI

September

SCMA

October

TEAMS

9/28-30/12

BIG

10/20-24/12

OMCA

10/23-25/12 10/26-28/12 10/28-30/12

SMMC

November November

STS

November

PCMA

December

MPI

12/13/12

Assn.

Forum

2012 National Pan Hellenic Council Conference

MR

Atlanta, GA

Yes

Small Market Meetings Conference LLC

TBD

Jacksonville, FL

Yes

National Coalition of Black Meeting Planners Fall Conference

MR

Las Vegas, NV

Yes

Southeast Tourism Society Fall Conference

JM

TBD

Heartland Chapter: State of Industry/Board Mtg

MK

Kansas City, MO

Membership Required Yes

Meeting Professionals International EduCon

MK

St Louis, MO

Yes

Association Forum Holiday Showcase

MK

Chicago, IL

Yes

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 25

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The department utilizes several resources and tools to accomplish its stated goals and objectives. These include: In-House Creative Services - With current staff, we have the capability to create advertisements, specialized invitations, digital flip-books, e-blasts, customized graphics, professional photography, and personalized materials in-house In-House Web site Services – in 2012, we will be adding an in-house Web site designer to oversee our online marketing, continued Web site development and direct online outreach Publicity Efforts – in 2012, we will also be adding a communication manager to our staff. This person will work directly with local, regional and national media to increase Little Rock’s publicity and editorial inclusion Media Kits - Used to provide general destination information and high resolution photography to interested media Photo Gallery - High resolution photographs of Little Rock attractions, skyline and special events available for promotional use to media and conventions Little Rock Videos - There are several Little Rock marketing videos that are offered to media and conventions for special promotion and attendance stimulation. Some videos include personalized messages from President Clinton

26 ■ LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn

Little Rock raw b-roll footage - 90 minutes of raw video footage available for media use Collateral – we maintain several strategic pieces of collateral; see the Collateral & Distribution section for additional information Online Deals & Packages - Offerings available via Web site that include hotel packages, discounted tickets, special promotions, etc. These are directly tied to Arkansas.com for increased reach In order to effectively reach the media, and expand our message, we utilize several public relations and media lead generation services for local, regional and national promotions Media Services Include: ■ Vocus – on-demand marketing and PR software that offers services for news monitoring, media contact database and news distribution.

■ HARO (Help a Reporter Out) – a free online service that brings reporters and bloggers, together with information sources to tell stories, promote brands and sell products and services.

■ ProfNet (PR Newswire) - An online community to connect reporters easily and quickly with expert sources.

■ Trav Media – a travel news distribution service.

sPeciAL PRogRAMs Hospitality Marketing Mixers Held quarterly for area hospitality partners to discuss what’s happening at LRCVB, destination development, co-op & packaging opportunities, and industry news.

DineLR.com – Dining Campaign Formally, the Experience Little Rock Dining campaign, highlights the contribution of our restaurant and dining community. We continue to work toward increased restaurant participation, creating additional co-op marketing opportunities and advertising “dining” in Little Rock. The all new DineLR.com Web site highlights Little Rock’s diverse restaurant community. It also offers additional search features about local chefs, restaurant listing enhancements, specific information about “Foodie” events, coupons and special promotion information, a more detailed location search, and highlights restaurant specific events.

Little Rock Taxi Cab Hospitality and Destination Training As “front-line” personnel in the travel business, the participants are informed of Little Rock amenities, attractions, services, and upcoming events and activities. They are educated on the main sources of information, such as museum brochures, dining and entertaining guides, available maps, www.littlerock.com, etc. These programs also give participants the opportunity to learn customer service skills that are needed on a daily basis. The training course is conducted once per year and mandatory for all local cab drivers.

Downtown Little Rock Partnership’s Navigator Program The Downtown Navigator Program is an all-volunteer hospitality group positioned in the River Market District on Saturdays from June through August and at various city-wide events throughout the year. Downtown Navigators are always ready to assist and provide visitors and guests with restaurant, shopping, nightlife, activity information and other visitor services.

Specific Communication Services ■ Rock Report E-Newsletter – distributed monthly, specifically for promoting Little Rock events and activities.

■ River Market E-Newsletter – distributed monthly, specifically for promoting the River Market district.

■ This week in the Rock – weekly dissemination of event information to media outlets.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 27

■ Little Rock 10-Day Calendar of Events – distributed weekly to front desk personal at LRCVB and visitor information centers to assist with answering questions pertaining to upcoming events.

Audio Tours Currently we offer one downloadable audio tour that focuses on Little Rock’s political history. Numbered decals on area sidewalks correspond with the tracks on the audio tour file. In conjunction with our new Web site, we will be looking at offering additional niche audio tours and trying to increase the speed of the download and size of the overall files.

Videos We are planning to purchase video equipment in 2012 that will give us the capability to create web videos for special events, promotions, attendance stimulation, marketing efforts, etc.

Greater Little Rock Museum Consortium LRCVB is the founding organization and an active member of the Greater Little Rock Museum Consortium, a group of representatives from the area museum community and cultural institutions. The group comes together to cross promote and join forces for specific events and activities such as the Big Boo-seum Bash each Halloween. We would like to work toward having this group meet more regularly in order to discuss additional cooperative efforts in 2012 and well as tie the group into our new cooperative advertising initiative.

– See Operations Section for more details on specific River Market Programming

MARketing AnD ADveRtising The marketing and advertising focus of the Marketing & Communications division is to increase awareness and visitation in and near Little Rock as well as general image advertisements outside the destination. Some specific marketing and advertising concentrates on Little Rock restaurants and special events and activities within the destination. The department also handles individual leisure travel advertising that is not included within the group tourism sales department. As in previous years, the primary objective will continue to focus on publicity activities in conjunction with advertising purchases. We will also look to utilize the various advertising co-ops available through the Heart of Arkansas Travel Association and the Arkansas Department of Parks and Tourism.

Arts and Cultural Partnership and Cooperative Advertising We will continue our direct support of several local arts and cultural organizations and in 2012, create a cooperative advertising fund to help increase Little Rock’s destination awareness outside of the central Arkansas area. Funds will be spent outside of Central Arkansas and promote overnight stays in Little Rock, as well as packaging our destination attractions to niche markets (i.e. family & kids, arts & cultural, outdoor recreation, etc.). LRCVB will create a committee of partners to meet quarterly and discuss opportunities. Funds could be used for participation in the Arts & Cultural magazine co-op offered via CJRW/State Parks & Tourism, promoting the opening of Crystal Bridges Museum, or other appropriate specialty advertising.

Big on the Arts LITTLE ROCK

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Book your weekend getaway at LittleRock.com

Strategy and Tactics ■ Increase cooperative advertising initiatives.

■ Embark on a destination branding campaign in 2012 to give the city a cohesive brand identity and messaging.

Once the research and brand identity are complete, we will develop an implementation strategy and plan to increase Little Rock’s overall awareness as a great travel destination.

■ With the launch of the newly designed LittleRock.com Web site, we will look at incorporating QR codes into print advertising to give smart phone users easy access to additional information as well as assist in measuring the interest and reach of our advertising efforts.

28 ■ LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn

■ Continue to pursue value-added opportunities with media buys as well as partnerships and opportunities to help stretch the dollar.

■ Special event advertising on Facebook may be incorporated. Facebook is the leading social media network on the web.

■ Creation of special web landing pages for seasonal campaigns or to promote special offers, events or festivals.

■ Explore outdoor billboard advertising placement along major interstate highways that intersect Little Rock.

Cooperative Advertising Opportunities via Destination Collateral ■ Dining and Entertainment Guide ■ Little Rock Lodging Guide ■ Greater Little Rock Museums & Cultural Attractions ■ River Market District Brochure

inteRnet MARketing With increasing technology and the dependency of the internet, a destination Web site is the lifeblood for overall success in any Destination Marketing Organization (DMO). In early 2012, the Bureau will roll-out the completely redesigned LittleRock.com Web site. A mobile site will also be revealed, allowing people to easily access Little Rock’s events, lodging, dining and attraction options from the convenience of their mobile phone.

The site offers an expanded photo gallery, a video gallery, additional search options, a customized trip planner, increased information, a virtual visitor information center, landing pages for niche audiences, advanced event calendar capabilities, a coupon and special promotion database, a deals and packages database, interactive maps, Spanish translation, a full media room, an online forms generator for creating surveys and special campaign correspondence and much more. Additionally, there is enhanced information about Little Rock history and unique/famous Little Rock people and attractions, expanded sample itineraries and the ability to create your own personalized itinerary.

This Web site redesign project shows LRCVB’s commitment to maintaining a superior web presence. We will continue to research the latest in developing technology to target and attract visitors.

The Web site will serve as a tool to support targeted e-marketing initiatives to help influence visitors and meeting planners to choose Little Rock. There will also be an interior page designed for Little Rock hospitality partners. This page will offer a private login and provide internal communications from the bureau.

We will also be developing a targeted paid search campaign utilizing the top search engines, such as: Google, Yahoo, and Bing to promote the new Web site and increase visitation. We will continue to work to increase involvement of local hotels, restaurants, attractions and shopping to utilize the Big Deals web feature as well as collaborate to create packaging.

Lastly, we will have the capability to create niche landing pages for special campaigns and direct marketing. Little Rock Kids and Little Rock History and Culture pages are already in the works.

Information Kiosks The programming for the 6 area touch-screen information kiosks will be redesigned to match the easy navigation of the mobile Web site. Current site locations include the Statehouse Convention Center (one in the Atrium and one in the Rotunda), Robinson Center, the River Market (inside Ottenheimer Market Hall) and the William J. Clinton Presidential Center and Park. We are currently looking for an improved area to place an additional kiosk at the Little Rock National Airport.

LittLe Rock convention AnD visitoRs BuReAu ■ 2012 MARketing PLAn ■ 29

Social Media Social Media continues to grow and expand, and visitors can interact directly with LRCVB at any point during their vacation planning via the popular social media outlets, Facebook and Twitter. There are separate accounts developed for the popular River Market District. We will also be adding to our Flickr pages and You Tube channel in 2012.

These outlets serve not only as a platform for the Bureau to reach an engaged audience with news about upcoming events and internal initiatives, but also as a common space for the Bureau to enter a public dialogue about the destination, and respond to both visitors’ accolades and concerns.

DiRect MARketing, PuBLicitY AnD coMMunicAtions Direct Marketing We have a variety of collateral materials available in printed and digital formats that are utilized in direct marketing and publicity efforts. In addition, LRCVB staff attends several travel media conventions and shows in order to maintain bureau visibility and provide value to various media professionals. We also maintain two monthly e-newsletters that market Little Rock to opt-in parties. Through our new Web site we will have addition capabilities to create on-line surveys and niche market campaigns.

Strategy/Tactics: ■ Increase press release distribution.

■ Increase distribution of story ideas to garner additional exposure.

■ Generate additional site visits from travel journalists.

■ Increase web traffic with the launch of the new LittleRock.com.

■ Increase subscriptions for e-newsletters.

■ Continue to expand electronic outreach and email marketing capabilities as well as electronic distribution of data to industry partners.

■ Work with the Housing and Registration department as well as the Event Operations department to develop attendance-building programs for events and conventions utilizing our facilities.

■ Increase, engage and retain social media participation and create specific social media campaigns.

Publicity and Communications Little Rock continues to develop relationships with media and travel writers to maintain interest in the destination. However, in today’s rapidly changing media landscape, it is increasingly difficult for marketers to effectively reach their target audience. The team’s strategies for the coming year take into account the economy’s effect on traveler behavior, as well as the fragmentation of traditional media outlets and popularity of new web technologies.

Media relations will continue to target leisure and industry print, online, and broadcast outlets. We will continue to build relationships with travel writers through participation at media showcase events such as International POW WOW, North American Travel Journalists, and other media/travel shows. We would also like to explore the options of hosting media conventions in our destination, such as Travel Media Showcase and Society of American Travel Writers, to create the first hand experiences that result in a greater media reach.

The #1 objective in all communication and publicity efforts is to increase and create positive awareness for the destination. In addition, we will also focus on increasing the local awareness of the importance, value and impact of the hospitality industry and the role of the CVB within the local community.

Goals: ■ Prominently position LRCVB as the authority or go-to source for Little Rock destination information.

■ Expand cooperative marketing efforts with area partners such as North Little Rock Visitors Bureau, State Depart-

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ment of Parks and Tourism, Heart of Arkansas, and Arkansas Association of CVBs. ■ Create and effectively communicate Little Rock’s brand. Obtain buy-in and participation from industry partners to provide greater impact.

Strategy and Tactics: ■ Utilize our industry memberships to garner additional exposure opportunities and cultivate relationships with travel writers and media professionals.

■ Continue to offer a variety of services for travel writers, including partnering with hotels to provide a special media rate, offer complimentary tickets to area attractions and events, provide media kits and high resolution photography, and provide personalized information based on specific interests and topics.

■ Continually host travel writer conventions and meetings.

■ Work with destination partners to promote their venue, and events, to increase occupancy, attendance and overall awareness and to secure media coverage.

■ Maintain LittleRock.com calendar of events.

■ Produce media-targeted story ideas and pitches throughout the year.

■ Use unique area events to showcase the destination to targeted media.

■ Work closely with area hotels, attractions and restaurants to encourage participation and regular updating of deals and packages that are highlighted and promoted on LittleRock.com.

■ Communicate with local media on behalf of visiting conventions to increase awareness.

■ Remain engaged with journalists who have visited and produced with constant leads for additional story angles.

■ Utilize social media to follow journalists and target bloggers, and work to develop customized pitches for increase and expanded reach.

■ Host individual media site visits for qualified leisure press.

■ Host a leisure media FAM trip for qualified journalist to experience the destination first hand, resulting in increased awareness and exposure through editorial placements.

■ Monitor editorial calendars for story placement and actively pitch Little Rock.

■ Focus on calendar placements in newspapers, magazines and Web sites for state, regional and national exposure of signature events and festivals.

Community Relations: ■ Increase local awareness of the work that the Convention Bureau does by creating a possible Hometown Tourist Celebration with the concept of visiting a town you already love. This type of awareness and advocacy can lead to increased leisure visitation in the VFR (visiting friends and relatives) market as well as increase awareness of the meetings and convention hometown hero program.

■ Enlist the support of and create special programs for local volunteer organizations.

■ Utilize National Tourism Week/Tourism Month to promote the economic importance of the hospitality industry and the CVB to the local community.

■ Promote “staycation” opportunities and entertainment packaging within the destination.

■ Send weekly event updates to local media.

■ Continue event specific publicity campaigns for the metropolitan audience i.e. Ice Rink, Holiday Parade, Restaurant Month, Staycation activities, Farmers’ Market, special museum exhibits, etc.

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Utilization of Destination Development We plan to use announcements of future destination development projects to garner interest from targeted travel journalists and media professionals. Projects such as: ■ Little Rock Zoo cheetah exhibit opening Spring 2012.

■ The Museum of Discovery’s $9.2 million renovation.

■ Newly opened Clinton Park Bridge, Two Rivers Bridge & enhancements to our trails system.

■ Statehouse Convention Center renovation and gallery art project.

■ Upcoming exhibits at the William J. Clinton Presidential Library.

■ Possible Robinson Center renovation project.

visitoR inFoRMAtion centeRs AnD RetAiL oPeRAtions The Little Rock CVB strives to provide an exceptional visitor experience with a focus on true hospitality in the new south. The Little Rock Visitor Information Centers continue to service large numbers of guests and the primary purpose of each visitor center is to enhance the visitor experience by providing accurate and helpful destination information. LRCVB has staffed locations at the Little Rock National Airport, Shop the Rock in the River Market District, Statehouse Convention Center and Robinson Center. LRCVB also provides support for the Visitor Information Center located at Historic Curran Hall. Visitor Information Center representatives are truly ambassadors for the destination.

The department also coordinates the distribution and fulfillment of over a half million pieces of collateral material each year to information centers, hotels, attractions, visitors and tourism partners.

LRCVB opened Shop the Rock, retail outlet and visitor information center, in March of 2008. Created as a marketing initiative to provide visitors and residents the opportunity to purchase Little Rock related souvenirs and to serve as an additional visitor information center in the heart of the downtown entertainment district. Merchandise items include: clothing, postcards, mugs, books, children’s gifts and a variety of specific Little Rock attractions products. We have partnered with area attractions like the Clinton Presidential Library, Central High, UALR, Arkansas Travelers and the Arkansas Arts Center to provide direct marketing opportunities within our retail outlet by selling specific items from those partnering entities.

Strategy/Tactics: ■ Increase awareness of locations and services provided at our visitor information centers.

■ Continue to assist with programs such as “Be A Tourist in Your Own Town” in order to provide continued training for staff about current, new and future destination amenities.

■ Go mobile with our retail operation and visitor information by setting up booths at various local tradeshows and events to increase awareness of the store as well as provide onsite destination information.

■ Continue to promote the retail outlet and through online specials and coupon discounts provided to convention attendees.

■ We will create a visitor profile survey to be administered randomly at our visitor information centers to evaluate what factors or motivators were involved in selecting Little Rock for a visit.

coLLAteRAL AnD DistRiBution LRCVB publishes a variety of collateral materials to assist visitors in future planning and while in the destination. In addition, LRCVB distributes multiple partner and third party brochures within our Visitor Information Centers. We also ensure coverage of Little Rock material in all statewide and area visitor information centers and additional local brochure racks. LRCVB also offers direct fulfillment services from phone, email and online requests. Limited brochure materials are available via download on LittleRock.com; we hope to increase this number as we obtain additional collateral materials from our partners.

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Goals: ■ Continue to increase fulfillment distribution numbers in order to get Little Rock information to an increasing number of potential, interested parties.

Strategy and Tactics: ■ Increase service and selection of online, downloadable brochures by creating an online virtual visitor information center.

■ Promote specific collateral pieces in direct advertising.

■ Work with the convention services team to provide additional on-site visitor information booths for meetings and conventions.

■ Maintain a dependable distribution service to provide partners with needed collateral material.

FunDing FoR sPeciAL events AnD FestivALs LRCVB supports a variety of local festivals and events in order to enhance the local economy through increased visitor travel into, and throughout, the City of Little Rock, to increase visitors to Little Rock restaurants and attractions as well as increase overnight stays at Little Rock hotels. We have created a list of eligibility requirements and pay careful attention to events that do not directly impact hotel and restaurant occupancy.

RIVER MARKET PROGRAMMING Entering our second full year of operations, LRCVB will begin incorporating new, diverse programming, within the River Market facilities, going forward in 2012 and beyond.

The ever popular Farmers’ Market continues to grow and expand, operating seven months per year. In 2011, we created the Garden Gourmet Chef Series each month, featuring four local chefs. It celebrated sustainable food and culinary traditions, with a showcase of Little Rock chefs demonstrating their use of fresh, local ingredients every second Saturday from May through October. Patrons enjoyed complimentary bite-sized tastings highlighting seasonal selections while learning more about the Market, its specialty farmers, the chefs, and ways to eat and shop locally. The series was very well received and we plan to continue it in 2012. Other event ideas surrounding the Farmers’ Market include, a ticketed event that will pair local chefs with individual farmers to create a dinner honoring the contribution of both the farmers and the Little Rock restaurateur community.

The event may also feature guest speakers on the culinary arts, sustainable issues and wine, and possibly the first annual River Market Farmer of the Year.

Development of a Spring and/or Fall Entertainment Series: We are diligently working to develop an entertainment series, over four or five consecutive weeks, featuring performance and visual arts not prevalent in the Little Rock area. Possibilities for this ticketed series are Shakespeare in the Park; a Night of Opera; the Arkansas Symphony Youth Orchestra, a student visual arts evening in the pavilions, and culminating with a major concert in partnership with a regional or national promoter.

We will work to incorporate additional partnerships with our area attractions and museums, possibly targeting youth aged 12 – 17 for a “Youth Fest” type event utilizing the Museum of Discovery, Central Arkansas Library System, and Witt Stephens Nature Center. The day-long event highlighting education, the arts, music and culture to a demographic not normally reached through previous River Market programming initiatives. Activities may also include Arkansas Symphony Youth Orchestra, a live performing arts offering, sustainable education and a major act concert.

A craft beer festival, in partnership with Red Mountain Entertainment, is in the planning stages. A new concept, successful in several other primarily southern cities, the festival features tastings, educational opportunities in craft beer development, responsible drinking, and trade lectures. This is a ticketed opportunity which highlights local, as well as regional and national craftsmen.

Major act concerts in Riverfest Amphitheater in continued partnership with several promoters. LRCVB pricing inducements

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to concert promoters in 2010 was met with increased activity in the amphitheater and several major performances.

Scheduling conflicts and a decline in the number of road shows in 2011, led to a reduction in the number of acts, but 2012, and beyond, we will continue to work with both local and national promoters, and booking agents, to increase the revenue potential in this unique venue.

Film/Movie Screenings: The ever popular Movies in the Park continues to grow each summer. Next year, we will look at the possibility of expanding the series into Spring and Fall with specific genre focuses for each season. In addition, we have worked with the successful Little Rock Film Festival to incorporate the River Market Amphitheatre into the popular summer festival. Additionally, the River Market hopes to showcase occasional local films in partnership with the LRFF throughout the year.

Made in the Market Cooking Classes: Year round cooking classes offered on the 3rd floor of River Market in partnership with local chefs, eateries, cooking schools and cooking stores. This program is not intended to compete with the Garden Gourmet chef series, but presents an opportunity to delve deeper into Farmers Market produce and meat offerings with specific classes related to specialty items sold at the Market, classes on canning and more.

While utilization of Farmers’ Market products will be a featured part of certain classes, they will not be required for all offerings, as the goal is to offer a wide range of class topics encompassing both cooking and food/wine pairings.

Sponsorships and cross promotional marketing opportunities abound as the River Market develops partnerships with a variety of local chefs, eateries, cooking schools and cooking retailers.

Green Day Festivities: Green/Sustainable Initiatives educational event in partnership with Little Rock Parks & Recreation, the Museum of Discovery, our Farmers’ Market partners, the Clinton School of Public Service, Clinton Presidential Library, Heifer International, the Nature Center, Central Arkansas 4-H clubs and e-Stem on recycling, green earth and global sustainability issues. Age group demographic of 6-15.

Ice Rink: Due to the overwhelming success of the 2010-2011 Arvest River Market on Ice, LRCVB is committed to continuing this great tradition. After a 10 year absence the ice rink entertained over 26,000 patrons. We are continuing to have success in growing the ancillary events surrounding the Ice Rink, including: a can food drive, cocoa with the Clauses, Movies in the Park – Holiday edition, Military Appreciation night, and more. We also hope to be able to light the park in future years, providing visitors a beautifully, holiday lit, stroll through the park.

Dean the Bean: The Disney-like mascot assist in publicity, and awareness, of the farmers’ market and is specifically targets children’s events in the River Market. The bean can be utilized at children’s birthday parties; special kid events; and used as the defining character for the Market.

Metered Parking on President Clinton Avenue: A City of Little Rock initiative, this will provide funds to assist with public safety, district cleanliness, and River Market capital projects. Meters are expected to be placed and operable by the first quarter of 2012.

Continuing Events and Partnerships: In addition to the above mentioned, we are committed to helping grow some of the annual events and festivals located in the River Market, including: October’s Sculpture in the River Market Show and Sale; Cruisin’ in the Rock auto shows, Riverfest and the Little Rock Marathon.

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EVALUATION METRICS Comprehensive performance and impact measures are crucial to evaluating the effectiveness of our organizational strategies and return on investment to our partners. The following resources are the primary forms of measurement used by the LRCVB. Most of the data collected is reported monthly at the Little Rock Advertising and Promotion Commission meeting and/or within the monthly sales report.

■ Trends Analysis Projections Report (TAP) – advanced reporting capabilities allow destinations to identify trends; target need periods, measure performance and create a competitor comparison analysis. TAP Reports use actual LRCVB booking data to provide accurate forecasting and design a comprehensive community wide strategic plan.

■ Smith Travel Research (STR Global) – an industry leader as the source of historical hotel performance data. We receive customized monthly reports and trend analysis specific to Little Rock and 10 selected competitor destinations for comparison analysis.

■ Ungerboeck Systems, Inc. Event Booking and Management System (EBMS) – a respected data and facility management system used to manage all Sales and Services activities. Report capabilities are limited only by the information entered into the system and include sales productivity, lead generation, booking pace and historical performance.

■ Facility statistics – tracks number of guests that attend meetings, events and conventions within the facilities that LRCVB manages.

■ Facility usage surveys – distributed to all clients and events that utilize our facilities.

■ Visitor center statistics – tracks the number of guests that each visitor center assists with destination information to help determine their effectiveness and value.

■ Fulfillment and collateral distribution figures – totals the amount of collateral and direct fulfillment that we distribute via our visitor information centers, convention groups and individual requests via phone, email or Web site.

■ Web site and online marketing data – the new Web site redesign project will also provide advanced statistical capabilities that will allow us to track click through rates, determine what pages and information guests are most interested in, viewing patterns, page views, time spent on the site, and much more. This will assist with future promotion, content and placement decisions.

■ Vocus media tracking service – through this tracking service we will now be able to monitor many of our PR efforts and media outreach as well as monitor our publicity results via PR value summaries.

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