ANNUAL REPORT





We provide remarkable experiences to strengthen the community and build Gwinnett’s economy.
To attract, inspire, and engage our community and visitors so that Gwinnett thrives.
We provide remarkable experiences to strengthen the community and build Gwinnett’s economy.
To attract, inspire, and engage our community and visitors so that Gwinnett thrives.
• Our People Matter: We demonstrate how our people matter through staff engagement, involvement and enhancement, and recognition and reward.
• We Work Together: We work together with cross-team collaboration, an all-hands-on-deck approach, and servicing well.
• Be Great Problem Solvers: We solve problems by empowering employees, sharing ideas, brainstorming, and finding the answers.
• Demonstrate Inclusivity: We demonstrate inclusivity by facilitating safe dialogue, celebrating differences, educating, and communicating.
• Crave Improvement: We crave improvement through staff and personal development, being efficient and productive, and fostering relationships.
• Elevate the Guest Experience: We elevate the guest experience by setting clear expectations, using positive communication, and anticipating needs.
Thank you for being an integral part of our continuing journey as we strive to always be the very best we can be.
2024 has been an incredible year. Based on the accomplishments of 2023, the bar was set high for this year, and we are happy to say we not only reached the bar but leapt over it with flying colors.
2024 was a year where we saw the major renovation and expansion project on our campus come to an end. Although this project was a long, and sometimes painful, ordeal, the end results are amazing. We have positioned ourselves to be a venue that can compete with anyone, for any event, which is something we have aspired to achieve for many years. It is very satisfying to now be in that position.
This year, we also saw our staffing numbers return to a comfortable position. It was imperative for us to do so as we now have more space, resulting in more events to manage. It is a good problem to have but one that was certainly challenging as we continued to solidify our staffing numbers. We also concentrated on creating staff growth avenues by reorganizing senior staff, which created the possibility for upward mobility. Staffing and staff retention are some of the main challenges our industry faces, and we hope this strategy will pay off in that regard.
Our events remained strong across our campus throughout the year. We’ve maintained the positive momentum gained in 2022 and 2023 and propelled it into 2024. Our attendance has also remained very strong across Gas South District’s three venues, and we are on track to record one of the highest years to date of sold-out shows, with 2024 in the top five of our best years.
The opening of the Westin Atlanta Gwinnett Hotel on our campus has been everything we hoped for and more. Having a true headquarters hotel has created new convention and meetings opportunities we have never had before. The size and scope
of meetings this addition brings has been exciting and we look forward to even more growth with our hotel partners as we move forward.
2024 brought about the first glance of our anticipated mixed-use plan with the signing of a project that will bring a medical office building to our campus. This agreement with Northside Hospital will launch the first construction project leading to the groundbreaking of the overall mixed-use project on our campus. This project will categorize Gas South District as a regional destination with the assets we have, and will have, in place.
Our Explore Gwinnett and Gwinnett Sports Commission teams have once again excelled in bringing quality events to our community, reinforcing Gwinnett’s standing as a premier destination, and providing support to our local hotel and venue partners. Contributions to arts funding and a continued presence in the film industry have brought positive attention to Explore Gwinnett on a very wide scale. The Mitsubishi Electric Classic presented by Vensure team held another outstanding tournament in 2024, surpassing the fivemillion-dollar mark in all-time charitable giving to our local community and bringing attention to Gwinnett as a highlight on the PGA TOUR Champions circuit. Mitsubishi Electric Classic presented by Vensure also enjoyed recognition for a sustainability campaign that has been applauded by PGA TOUR Champions events across the country.
Looking ahead, our focus will be on Gas South Arena. This building has been a fantastic asset to us for the past 20 years
and we will begin the design and planning of renovations that will occur there. Many exciting changes are being discussed and we look forward to positioning our Arena to be a major competitor in the entertainment market for the next 20 years as well.
As we express gratitude for another successful year, we also acknowledge the substantial work that lies ahead as we eagerly approach 2025. Our industry is not one that allows us to sit back and enjoy our successes, but one that demands the question: “What’s next?” We have great plans for “what’s next” and look forward to these activations in 2025.
Your support and partnership have, once again, been instrumental in our achievements, and we are enthusiastic about the collaborative efforts that will shape our future endeavors. The many partnerships we have are not taken for granted, and we are grateful for each one. Thank you for being an integral part of our continuing journey as we strive to always be the very best we can be.
STAN L. HALL President and Chief Executive Officer
Gwinnett Convention & Visitors
Bureau
Gas South District
Launched new Explore Gwinnett Brand across all EG initiatives
Successful year-round meeting marketing strategy implemented utilizing digital, social, tradeshow and new meeting marketing branding
“Seoul of the South” brand continues to drive media awareness, with media coverage in 20+ publications. Creation of additional “DIY Seoul of the South” initiative to support leisure travelers
Explore Gwinnett Visitor magazine named best visitor/ destination magazine by the National Association of Travel Journalists!
• Explore Gwinnett awarded “Top Small Business Award” by Gwinnett Chamber
• Explore Gwinnett Visitor Magazine recognized as “Best Visitor Magazine” by NATJA
• Readers Choice Award, ‘Best Destination Management Organization,” Convention South Magazine
• Stevie Award
• Top 500 Influential Georgians recognition, Georgia Trend
The EG sales team wrapped up an extremely successful year, booking 180 association, faith-based, social, corporate and reunion groups into Gwinnett’s hotels, and generating 40,000 definite group room nights.
Major focuses and successes this year were booking multiple multi-year contracts for our full-service hotels in Peachtree Corners, Duluth and Norcross, as well as partnering with Gas South District to close bookings for center buy-outs, multi-year groups and returning conferences.
Additional focus included elevating and supporting major events by offering an elevated destination experience with signage, lighting, registration or partnering with Center buyouts like GACTE to create industry panels for their attendees.
The sales team efforts included almost 20 trade and travel shows, meeting with dozens of planners one-on-one to share the value and opportunity to host their next conference in Gwinnett County. The sales team serves on the boards and committees of many leading industry association boards as well.
exploregwinnett.org/meetings-conventions/meet-the-group-sales-team
Association, faith-based, social, corporate and reunion groups booked into Gwinnett’s hotels
This generated 40,000 definite group room nights
Group welcome bags created for meeting attendees
The GCF reached an important milestone in 2024, having reached a cumulative grant allocation of $1 million dollars over the past 5 years. 2024 was extraordinarily busy, with the largest amount of grant applicants/recipients in the program’s history across performing arts, public art, murals, cultural and literary events and film/TV workforce development.
The 2024 program also introduced the GCF “Micro Grants” for Gwinnett County Public Schools middle school arts/music departments. Grants of up to $1,500 per school were awarded, with usages ranging from music/dance equipment, student murals, art supplies and student art created and donated to senior living homes. 20 GCPS middle schools received GCF Micro Grants in 2024.
Explore Gwinnett additionally managed the Hospitality, Arts and Entertainment federal ARPA grant program throughout 2024, granting over $650,000 across non-profit arts and cultural organizations.
$1M 20 $1,500 $650K
In grant allocation over the past 5 years
Micro grants for Gwinnett County Public Schools middle school arts/ music departments
CDPS middle school benefited from micro grants
In federal ARPA grants provided throughout 2024
Recipients included Gwinnett’s Hospitality Safety Initiative, Film/TV Workforce Development Partnership, as well as for-profit restaurants, hotels and independent retailers. gwinnettcreativityfund.com
Explore Gwinnett serves as Gwinnett County’s official film office and was recognized as an official Film Commission in 2024, one of only three in Atlanta. The Film Commission works closely with Eagle Rock TV Studios, OFS Studios, city/county partners, the fire marshal’s office, Gwinnett County Police and other industry partners to market, promote and elevate Gwinnett County as a filming destination.
Additionally, the Film Commission focuses on workforce development and training initiatives, including:
• Two student workforce development programs with industry partners Fresh Films and Re-Imagine Atlanta
• Hosted Georgia Entertainment’s “Signature 100” event
• Creation of multiple film/TV industry panels
• Training for new film offices
• Collaborative training workshops
Since 2022, the Film Commission has created innovative workforce development partnerships with two leading non-profits, Fresh Films and Re-Imagine Atlanta. Both organizations partner with Gwinnett County Public Schools to provide industry training, workshops and field trips, with a primary focus on Title I schools. gwinnettfilm.com
L.E.A.D (Learn, Explore, Apply, Develop) is Explore Gwinnett’s comprehensive Hospitality Training initiative for Gwinnett’s front line hospitality workers. Started in 2024, the program is designed to train and equip them with the skills/knowledge to elevate their communication, problem solving and relationship building abilities. The program incorporates interactive workshops, training sessions and resource connections to help enhance the Gwinnett hospitality industry reputation and experience.
The six-session cohort culminates in students taking the Certified Guest Service Professional exam, which confers the CGSP certification to the students. exploregwinnett.org/lead
Explore Gwinnett created an innovative hospitality safety initiative, partnering with Gwinnett County Police Department.
• The EG Program is the only countywide hospitality safety initiatives in the U.S.
• Installed FLOCK license plate readers at 98% of Gwinnett County hotels
• Beginning installation of FUSUS cameras, connecting Gwinnett’s 105 hotels with Gwinnett County’s real-time crime intelligence system
Hosted the Gwinnett County first-ever 2024 Industry Outlook Meeting, with 200 attendees.
Part of ARTober, this eclectic festival was created in partnership with the city of Lawrenceville and Slow Pour Brewing. The innovative and diverse event was nominated as “Best New Festival” by Southeast Festivals and Events.
GAS SOUTH ARENA IS A 13,000 SEAT
VENUE IN GAS SOUTH DISTRICT
LOCATED MINUTES OUTSIDE OF ATLANTA
• Gas South Arena served as the filming location for a Paramount Pictures movie.
• The Arena hosted a high-profile rally for President-Elect Donald Trump in October.
• A successfully sold-out performance by Shane Gillis at Gas South Arena following a sell-out at State Farm Arena proved the market’s ability to support multi-venue play.
188 775.5K
PERFORMANCES ATTENDEES
Gas South Arena secured and produced several landmark, firsttime events in 2024 including:
Graduation
• New Sponsor – Georgia Prosthodontics
• New Sponsor – Cuts Steakhouse
• New Sponsor – Battleground Spirits / 5 Star Bourbon
• New Sponsor – C&E Healthcare Solutions
• New Suite Owner – Kitchen & Bath Design
Where artist gifts meet fan engagement: Gas South District team welcomed K-pop band, ATEEZ, to Duluth by gifting them a book with messages and pictures from their fans.
Gas South Arena launched the inaugural season of the Atlanta Vibe professional women’s volleyball team.
Gas South Arena welcomed some of Jurassic World’s most iconic dinosaurs including Blue the Raptor, Stegosaurus, and the mighty Tyrannosaurus Rex!
COSMIC SWIFT LASER SPECTACULAR
• Gas South Convention Center maintained active membership in MPI, GSAE, and IAEE. The sales team participated in quarterly meetings, events, and the Regional Chamber Annual Meeting.
• Gas South District was a participant in Puttin’ On The Pink, a local charity golf tournament benefitting the American Cancer Society. 554
FESTIVAL OF TREES
• The sales team hosted the Spring Customer Annual Event at the Santana concert, and the Winter Customer Annual Event at the Little Big Town + Sugarland show, each offering a memorable experience for clients and partners.
• The German American Chamber of Commerce of the Southern US hosted its Business Development Conference, a first-time 250-person two-day event at Gas South Convention Center.
• Emory University held 15 graduations in the Convention Center with nearly 15,000 people over four days. The ceremonies were booked and planned in only seven days.
• The Georgia Association for Career & Technical Education (GACTE) used the Convention Center and Westin Atlanta Gwinnett in a full buyout from June 9th-12th. Contract negotiations are in progress for bookings in 2027 and future years.
• The Convention Center hosted its longest wedding to date – a six-day celebration.
• JapanFest welcomed a record 22,000 attendees.
• Georgia Festival of Trees relocated to Gwinnett for 2024 and 2025, attracting over 20,000 attendees and generating an estimated media value exceeding $4.0 million.
• The Aspire Tour – a business tour featuring speakers such as Sara Blakely, Kevin Hart, and Kevin O’Leary, along with MasterClass and Business Summit events.
• Gas South Convention Center will host the twoday Georgia Association of Chiefs of Police Spring Training Conference.
• The Korean American Chamber of Commerce confirmed a full buyout event.
• The Georgia Department of Education Federal Programs Conference will take place at the Convention Center in 2025.
• The German American Chamber of Commerce of the Southern US will host its Business Development Conference following the success of its inaugural event in 2024.
STREAMING AND RECORDING CAPABILITIES
$1.5M RENOVATION COMPLETED —INCLUDES
87
EVENTS
65.5K
ATTENDANCE
Liverpool Legends, a tribute to The Beatles, kicked off Gas South Theater Tribute Series on August 12.
Gas South Theater celebrated several milestones in 2024 with the continuation of the drastic transformation of the venue and its’ programming.
• Amidst the season’s run of shows, the Theater completed a comprehensive audio-visual renovation. The design and implementation of this new system has been underway since late 2022. As part of this renovation, the Theater introduced video elements for the first time, including recording and live streaming capabilities. This 1.5-million-dollar investment marked the successful restoration of the venue to state-of-the-art status.
• In November, the Theater welcomed its first major touring Broadway performance - The Cher Show - the largest engagement of the space in its 30+ year history.
• Additionally, Gas South Theater hosted its second annual Tribute Series, with a new sponsor – Three Bridges Financial. Demand for shows in this series during its inaugural run led to an increase of total performances from 6 to 11 in 2024.
• Gas South Theater launched a partnership naming Gwinnett Ballet Theatre its professional ballet company in residence. This partnership marks a major step towards establishing anchor tenant programming while enhancing awareness of the space and its programming initiatives.
• The Theater hosted several sold-out performances including live, special tapings of John Crist and Ginger Billy comedy shows
The Gwinnett Sports Commission (GSC) is the sports tourism arm of the organization and is tasked each year with recruiting sporting events to Gwinnett to drive economic impact in the county. GSC not only helps bring events to Gwinnett but also assists clients with the operations of the events themselves. Our events range from youth amateur events to college and professional events.
The Gwinnett Sports Commission partnered with several clients to host large regional tournaments at Gas South Convention Center. In April, we hosted the Men’s Region 8 Gymnastics Championship and in May we hosted the USA Wrestling
Frank E. Rader Southeast Regional Championships. Between both events, thousands of participants visited Gwinnett, with most staying in local hotels. The USA Wrestling tournament signed a 3-year contract and is set to return to the convention center in 2025 and 2026.
Pickleball continues to grow in Gwinnett and in 2024 we hosted three professional pickleball tournaments and one college tournament. Life Time Peachtree Corners recently converted many of their tennis courts to pickleball courts and we are already in talks with them to bring in additional pickleball events to the facility in 2025.
We partnered with the Westin Atlanta Gwinnett to become the official host hotel for the Atlanta Falcons. Our staff worked with the hotel to elevate the guest experience for the athletes. The hotel hosted both the rookie minicamp and season signing players throughout the summer and fall, which generated over 1,000 room nights.
In the summer, we partnered with three golf tournaments, all of which varied in participant base. We hosted a youth tournament, an adult tournament and a minority-based tournament which develops athletes and prepares them for potential competition at the professional level.
The Gwinnett Sports Commission hosted 37 events in 2024
A variety of sports were here in Gwinnett- everything from traditional sports like basketball and gymnastics to non-traditional sports such as cornhole. GSC hosted 16 different types of sports in the county throughout the year.
Youth sports continue to be the leader in the county amongst sports-related economic impact drivers.
46 leads issued (for 2024 events and beyond)
15,439 definite room nights booked
Esports continue to be a unique opportunity, and we were able to work with one of our hotels to host a grassroots esports tournament. The event was a success and generated 750 total room nights for the area.
Georgia Gwinnett College (GGC) is set to open their brand-new convocation center at the beginning of 2025. The GGC staff are currently working with the Gwinnett Sports Commission to bring in outside sports organizations to use this 2,800 seat arena. This is a great asset for the county, and we’re excited to partner with the college to bring more events to Gwinnett.
This year has been marked by a surge of fresh initiatives, each more exciting than the last. The Mitsubishi Electric Classic presented by Vensure proudly welcomed Vensure Employer Solutions as their presenting sponsor and Stewart Cink as their inaugural Tournament Host, adding new layers of prestige to their tournament.
Thanks to Vensure Employer Solutions, the Patriots’ Outpost was reinstated showcasing their commitment to supporting all branches of the military, veterans, and current and retired first responders. Tickets to this special venue were sold out within 48 hours. Additionally, the Mitsubishi Electric Classic presented by Vensure forged a new partnership with an esteemed organization, Folds of Honor, amplifying their impact and reaching broader communities.
The excitement kicked off with a spectacular Opening Ceremony presented by Nissin International Transport U.S.A., Inc..The ceremony featured a bagpiper from the Gwinnett School Police, the Gwinnett County Honor Guard and the National Anthem was played by a trumpeter from The Salvation Army setting the stage for a memorable tournament weekend.
Last but certainly not least, the tournament’s most significant and enduring initiative this year was their dedication to sustainability. From strategically placing recycling bins throughout the course to creatively repurposing materials (like windscreen) from hospitality structures, they endeavored to minimize their environmental footprint while maximizing their positive influence on the community.
For the third year, and the second year in succession, Steven Ames emerged victorious at the Mitsubishi Electric Classic presented by Vensure. Making not one, but two eagles Sunday at TPC Sugarloaf and eventually pulling away from the field to win comfortably. He shot 5-under 67, finished at 14-under 202, and jumped to the top of the Charles Schwab Cup standings. He delivered an exclamation point on his victory with a 35-foot putt for birdie on his final hole. Marking his third triumph of the year, and coinciding with his 60th birthday, Ames affectionately declared TPC Sugarloaf his second home.
The Mitsubishi Electric Classic presented by Vensure offers more than golf; it plays a significant role in supporting Metro Atlanta charities. Since 2013, the Mitsubishi Electric Classic presented by Vensure has generated over $5 million for local organizations. A key part of the tournament’s mission is giving back to the community, with net proceeds each year going to two main beneficiaries chosen for their impactful work.
METRO ATLANTA CHARITIES
Giving back is at the heart of the Mitsubishi Electric Classic presented by Vensure. Net proceeds from the tournament are donated to two primary beneficiaries who are selected annually. The 2024 primary beneficiaries were Cink Charities and Special Needs Schools of Gwinnett.
The Mitsubishi Electric Classic presented by Vensure is always exciting, not just for the competition, but for what the tournament means for Metro Atlanta charities as well. Since 2013, Birdies for Charity has raised $3+ million for local organizations.
Folds of Honor, received $77,500, including a generous $10,000 donation from Vensure Employer Solutions. These funds support scholarships for families who have made significant sacrifices for our country and communities. Folds of Honor is dedicated to ensuring that financial burdens do not hinder any student’s academic dreams.
GENERATED FOR LOCAL ORGANIZATIONS $5M+
VENSURE EMPLOYER SOLUTIONS
In March 2024, the tournament proudly announced a multiyear deal with Vensure Employer Solutions (Vensure) to serve as the tournament’s presenting sponsor.
This partnership with the event, now known as the Mitsubishi Electric Classic presented by Vensure, will allow for the tournament to continue to create a one-of-a-kind atmosphere for its players and its fans.
“The Mitsubishi Electric Classic features a world-class field of the legends of the game, and we are thrilled to partner with the tournament to further elevate the exciting atmosphere at TPC-Sugarloaf,” said Alex Campos, Chief Executive Officer of Vensure Employer Solutions.
“At Vensure, we empower business owners and entrepreneurs with a variety of HR-centric solutions to help them stay focused on growth and better serve their customers. We are excited to carry that collaborative spirit forward, not only by establishing a tentpole event on the PGA TOUR Champions schedule, but also to engage our local and broader community as well.”
Former major champion Stewart Cink, an Atlanta resident, serves as the tournament’s host. As host, Cink will continue to serve as an ambassador for the event on Tour and in the community with his wife, Lisa. He is an eight-time winner on the PGA TOUR, including The Open Championship in 2009 and first time winner in his introductory year on the PGA TOUR Champions circuit.
“The Atlanta area has been my home since I arrived as a freshman at Georgia Tech in 1991. My wife Lisa and I are honored to have the opportunity to serve as hosts of an event that has such a positive impact on the community,” said Cink. “The Mitsubishi Electric Classic presented by Vensure is one of the premier stops on the PGA TOUR Champions schedule, and I look forward to welcoming some of the world’s best players to TPC Sugarloaf in April.”
“The Mitsubishi Electric Classic presented by Vensure is one of the premier stops on the PGA TOUR Champions schedule, and I look forward to welcoming some of the world’s best players to TPC Sugarloaf in April.”
Stewart Cink, Tournament Host & PGA TOUR Champions Professional
Vensure Employer Solutions proudly reinstated the esteemed Patriots’ Outpost, a cherished space dedicated to honoring veterans, active military personnel, and first responders. Through Vet Tix, tickets were made available, and within a matter of days, they were completely sold out, underscoring the immense support and appreciation for these brave individuals. Each day, 250 fortunate guests were treated to lunch while taking in the competition with views of the 18th fairway from the comfort of this exclusive venue.
Introducing the tournament’s latest partnership with Folds of Honor! Folds of Honor is dedicated to securing education and opportunities for families who have made significant sacrifices for our country and communities. From K-12 to higher education, Folds of Honor stands with them, ensuring that the pursuit of academic dreams is not hindered by financial burdens.
The Mitsubishi Electric Classic presented by Vensure invited everyone to join them on April 26 for the first ever Folds of Honor Friday! Sporting their red, white, and blue attire, attendees gathered at the first tee at 10:30 a.m. for the inaugural Opening Ceremony presented by Nissin International Transport U.S.A., Inc.
The success of the 2024 initiatives made a real impact, creating memorable moments for fans, strengthening community ties, and delivering a top-notch experience both on and off the course. From new fan engagement activities to enhanced partnerships, these efforts paid off in a big way. As the tournament looks ahead to 2025, they’re excited to carry this momentum forward and make next year’s tournament even better. With new ideas and more ways to bring people together, they are set for another fantastic year ahead. See you on the course, April 21-27, 2025.
As a TOUR wide initiative, the tournament embarked on a journey towards greater sustainability. Collaborating with CSA (Circular Solutions Advisors) and Coca Cola Bottling Company UNITED, they endeavored to implement the best sustainable practices both on and off the course. This included strategic measures such as placing over 180 recycling bins across the course, organizing dumpsters for waste and recycling separation, and even cohosting an e-waste event with Junk Luggers prior to the tournament.
20K 250 6 38K 300 11.8K 1.1K 2.2K
pounds of used beverage cans recycled
pounds of construction and demolition waste recycled
pounds of windscreen recycled and repurposed
meals provided from surplus to charity
pounds of food waste diverted
pounds of e-waste diverted
Social impact events
Volunteer hours