2 0 14 Saint Char l e s Con v e n t ion C e n t e r
Annual Report
ta ble of
Contents INTRODUCTION 3 4 5 6 7
Statement of Purpose Message from Sally Faith, Mayor of City of Saint Charles Message from Tom Wapelhorst, Chairman of SCCC&SFA Message from Joe Ward, Director of GSCCVB Message from Shura Garnett, CFE, GM of SCCC
Accomplishments & Events 8 Summary of Accomplishments 10 Signature Events
Facility 12 Facility Overview & Occupancy Reports
At the SCCC 13 Organizational Chart 14 Our Team 16 Our Partners 18 How You Doin’? Program 19 Client Surveys
Finance 20 Financial Performance 21 Summary of Market Segment
General Marketing 22 23 24 25 26 27 28 30 31
Sales & Marketing The National Marketing Plan Capital Improvements Mission & Sustainability Community Involvement Customer Comments Client Testimonials Future Outlook 2014 in Review
stat e m e n t of
Purpose “The Saint Charles Convention Center is dedicated to exceptional customer service, delivered with a warm and innovative approach.”
The customer is the most important visitor on our premises. Customers are not dependent on us; we are dependent on them. They are not an interruption of our work, but rather the purpose of it. They are not an outsider in our business, they are vital to it. We are not doing them a favor by serving them, they are doing us a favor by allowing us an opportunity to do so. The purpose of the Saint Charles Convention Center is to consistently exceed our customers’ expectations. •
Live the “Golden Rule.”
•
Listen to them and their needs, no matter how small.
•
Think “yes” in all situations.
•
Conduct ourselves in a professional manner.
•
Respond to needs within 24 hours.
•
Remind staff that everyone plays a roll in selling the venue.
•
Provide an environment where staff are enthusiastic.
•
Empower employees to deal with issues and opportunities immediately.
message from the mayor It is always a personal honor and a privilege to congratulate the staff at Global Spectrum for finishing strong with another successful year at the operational helm of the Saint Charles Convention Center. Kudos to all! Per the usual, the Global Spectrum leadership under the auspices of Shura Garnett was absolutely outstanding in 2014. I was also thrilled that in December of last year, the Saint Charles County Convention and Sports Facilities Authority and the City of Saint Charles extended its management contract with Global Spectrum to continue operating the Convention Center for an additional three years. That’s definitely good news for all of us in the City of Saint Charles! Global Spectrum has time and again demonstrated its ability to develop and maintain strong partnerships with the Greater Saint Charles Convention and Visitors Bureau, the Greater Saint Charles County Chamber of Commerce, and the Embassy Suites Hotel. As a result? Visitors to our destination reap the underlying benefits of having a convention facility of this caliber right here within our city limits. We continue to be pleased with survey results received from meeting planners and attendees, alike, as they provide consistent feedback underscoring Global Spectrum’s ability to deliver on promises made – and, ultimately, we all know that undertaking equates to extraordinary customer service and satisfaction. I also appreciate the staff at Global Spectrum for their willingness to participate in and give back to the community. Their ongoing events such as Helping Hands for the Holidays and the ever-popular, family-friendly event known as Kids Block Party are annual favorites across the region. We are incredibly proud to have Global Spectrum as our partner in ensuring this local facility remains a leader in the convention and meeting industry. From all of us in Saint Charles, we extend our sincere heartfelt congratulations, and wish everyone on staff much continued success throughout 2015 and beyond.
Sincerely,
Sally A. Faith Mayor City of Saint Charles, Missouri
4
message from the chairman As we approach the 10 year anniversary of the opening of the Saint Charles Convention Center, our success can be significantly credited to the facility’s management by Global Spectrum and their onsite team under the leadership of Shura Garnett, General Manager. The Saint Charles County Convention and Sports Facilities Authority are extremely proud and grateful for Global’s 10 year commitment to excellence. Ms. Garnett and her dedicated staff outperform year after year, with 2014 being another record breaking performance since 2005. We believe their ability to maintain successful, longstanding relationships with their clients by always striving to surpass expectations plays a major role in their outstanding facility bookings and customer satisfaction ratings. It was with pleasure we renewed the Global Spectrum management agreement this year. Thank you, Global Spectrum management and Ms. Garnett, for your outstanding leadership and untiring efforts which contribute greatly to the continued success of the Saint Charles Convention Center.
Sincerely,
Tom Wapelhorst Chairman Saint Charles County Convention & Sports Facility Authority
5
message from the director Congratulations to Shura Garnett and the entire Global Spectrum team at the Saint Charles Convention Center on a decade of success! As many convention centers across the country have languished, the Saint Charles Convention Center has seen 10 years of phenomenal growth and innovation. It is rare to see a public-private partnership that continues to build upon its success year after year and looks for new and inventive ways to expand those partnerships. All of us at the Greater Saint Charles Convention and Visitors Bureau are proud to be a part of an outstanding team of sales and service professionals. We look forward to helping the Saint Charles Convention Center continue to exceed its goals as an industry leader for years to come. Working together, we continue to leverage this first class facility, complemented by a terrific centralized location and proximity to the Saint Louis airport, as a tremendous asset for meeting and convention planners. As partners, together we will continue to seek out new clients and creative opportunities that highlight Saint Charles and the Convention Center as a premier meeting and convention destination nationwide.
Sincerely,
Joe Ward Director Saint Charles Convention & Visitors Bureau
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message from the general manager It doesn’t seem possible that I am writing my 10th annual letter for the Saint Charles Convention Center annual report! It really does seem like it was just four or five years ago that we opened this beautiful venue. Being general manager of the Convention Center has been an exhilarating and rewarding experience all of these 10 years, but especially so this year as we were awarded the Saint Charles Employer of the Year for 2014. The continued success of the Convention Center is indeed a tribute to all of its employees! In comparison to our opening year in 2005, we more than tripled our revenue in 2014, grossing an all-time high of $6,207,505 by hosting relatively the same number of events (274). Over the course of the last 10 years we have established ourselves as a serious player for large conventions, trade shows, consumer shows, and corporate meetings, and it has paid off in high revenue producing events. Our food and beverage continues to be the primary source of our revenues and contributed $3,359,658 or 54% to our total. Our greatest financial success was operating at a net profit for the fourth year in a row, dropping $201,313 to the bottom line! None of these successes would be possible without the continued support of our wonderful clients. Many of them are celebrating 10 years with us this year! We value their ongoing loyalty and continued use of our venue and wish all of them success in their future events. Many thanks to the Saint Charles Convention and Sports Facilities Authority, the City of Saint Charles, and the Saint Charles Convention and Visitors Bureau for recognizing what an asset the Convention Center is to the community, and allowing Global Spectrum to manage it. I am thrilled to report that we just signed a three year renewal agreement which will take us into 2018! I see only good things as we look forward to 2015!
Sincerely,
Shura Garnett, CFE General Manager | Saint Charles Convention Center Regional Vice President | Global Spectrum
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Summ a ry of
Accomplishments In 2014, Global Spectrum focused on securing events at the Saint Charles Convention Center with greater economic impact. By targeting large, high attendance and high revenue events, the facility hosted a record breaking 23 conventions. Global Spectrum’s strategy paid off, breaking revenue and attendance records and exceeding the operating budget set for the year by $301,375, all while hosting the fewest events overall in the history of the facility. The facility’s 22,862 room nights were second only to 2006’s record and created an economic impact of over $8.3 million for the City of Saint Charles.
Breaking Records •
•
Highest Gross Revenue Year: 2014 ended with a record
•
Highest Food & Beverage Revenue: Total Food &
$6,207,505 in gross revenue, surpassing the previous
Beverage Revenue for 2014 was $3,359,658, breaking
record set in 2013 by $521,227.
the previous 2013 record by $160,972
Highest Year of Convention Revenue: The facility
•
Largest Event in Facility History: Hosted in May 2014,
hosted a notable 23 conventions in 2014, generating
the convention created over $210,000 in total revenue,
$1.8 million in revenue, surpassing 2013’s record by
the highest in the history of the Convention Center.
over $500,000.
Additionally, the event booked 930 room nights.
Staff Achievements
Shura G a r ne t t
Jennifer w irt z
Katie conoy er
Capitane l l i
Received Charles
Received her Certified
Promoted by Global
Promoted by Global
McElravy Award from the
Meeting Planner
Spectrum from Sales
Spectrum from Marketing
International Association of
designation from the
Manager to Director of
Manager to Sales Manager
Venue Managers and 2014
Convention Industry
Sales
Facilities & Destinations
Council
ELITE Award
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Joe
1
Notable Events •
•
•
Employer of the Year Award: The facility was named
•
Saint Louis’ Best Bridal Best of the Best Awards: The
the 2014 “Employer of the Year” by the City of Saint
venue was a finalist in the “Wedding Reception Sites”
Charles.
category.
1
Facilities & Destinations Prime Site Award Winner:
•
2
Website Update: In March 2014, the Center’s website
2014 was the seventh year in a row the facility received
was revamped, applying a more modern, elegant
the Prime Site Award.
design and user-friendly interface. Using analytics from
Global Spectrum Contract Renewed: The Saint Charles
the previous website, high-traffic content such as RFP
County Convention and Sports Facilities Authority and
submittals, directions, and parking were made easily
the City of Saint Charles extended the management
accessible on every page. Google Analytics was added
contract with Global Spectrum to continue operating
to the new site, enabling the tracking of top referral
the facility for an additional three years.
pages, search channels, and more.
2
3
9
3
signatu re
Events Conventions In 2014, the Convention Center hosted a record breaking 23 conventions, generating over $1.8 million in revenue. This market segment contributed to 68% of total room nights and 30% of total gross revenue. Some of this year’s notable conventions include: •
Helena Chemical Company:
•
One of the nation’s
foremost agricultural and specialty formulators and
This business to business conference and trade show,
distributors in the U.S., their products include fertilizers,
returned for their fourth year in 2014. New to the
seed, crop protection, nutrients, as well as financial
event this year was the Craft Beer Conference, featuring
and agricultural services and software. The group was
workshops on craft beer and beer tastings. It was well
hosted at the Center for the fifth year and Starting Point
attended by 1,200 people and garnered 750 room nights. •
was one of the largest conventions they’ve held at the •
•
Midwest Grape & Wine plus Craft Brew Conference:
Missouri Municipal League Annual Conference: The
facility with over 760 attendees and 575 room nights.
second MML conference held at the facility, the event
METALfab Annual Conference: Focused on networking
brought in nearly 700 local government officials from
and continuing education, this event brought 235
across Missouri; gathering for the latest training, news
attendees and 580 room nights to the facility.
and networking opportunities. This event was the largest
METC (Missouri Education Technology Conference), a
room night generator with over 1,600 room nights. •
resource of EducationPlus: One of the Center’s largest
Solution Tree PLC: Uniting educators for keynote
conventions, METC held their sixth conference at the
presentations and interactive breakouts, this three day
facility in 2014. The three day event encompasses the
event is the fifth to be held at the facility, bringing in
entire building and brings in attendees from all over the
1,600 attendees with over 1,200 room nights. PLC is
state. They are booked through 2017.
booked through 2016 with space on hold through 2018.
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Consumer Shows
Special Events
Consumer shows are the main contributor to event
•
World Wide Technology: One of our premier holiday
attendance numbers at the venue. This year, over 127,500
party clients, World Wide Technology returned for the
people attended consumer shows at the Saint Charles
third year in 2014. Their event transformed the Exhibit
Convention Center, resulting in 46% of the overall attendance
Hall, utilizing our ability to decorate the space with
at the facility. Some of our mainstay public events include:
carpet, draping, props, and more. This upscale event
•
had various food and drink stations, a band, DJ, and
The Home Builders Association Home Shows: Hosted
a number of gathering and lounging areas for 1,100
in April and October, the Home Shows were highly
guests.
attended, over 20,600 in the spring and 16,800 in the
•
fall. These events feature top notch celebrity speakers
Charles Convention Center, the eighth annual Kids
and the area’s top home improvement professionals. •
Block Party and Touch-a-Truck event was one of the
Lake of the Ozarks Boat Show: Hosted by the Marine
most successful with $5,874 in revenue and 2,450 in
Dealers Association, the Lake of the Ozarks Boat Show
attendance. This four hour in-house event had trucks
brings boats, other watercraft, and in 2014, over 5,300
and vehicles for kids to interact with, fun games and
attendees to the facility. •
Kids Block Party & Touch-a-Truck: Hosted by the Saint
activities for families, a live helicopter landing, and
The Saint Louis Working Women’s Survival Show:
inflatables sponsored by local community partners.
Promoted as the “Ultimate Girl’s Day Out,” the show
•
uses both levels of the Convention Center. Bob Harper,
Talent on Parade: TOP is consistant repeat business for the convention center, hosting their regionals and
the celebrity trainer from Biggest Loser was the
nationals at the facility. Both events combined brought
show’s guest speaker. Working Women’s Survival Show
in over 7,100 attendees and over 1,000 room nights.
featured food, fashion, fitness, and fun.
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fa cilit y overvie w & o cc u pa nc y
Reports
The Saint Charles Convention Center, proudly managed by
Occupancy Reports Exhibit Hall Junior Ballroom Meeting Rooms Grand Ballroom Overall
in the Greater Saint Louis metro area. With 80,000 square feet of rentable, flexible space, the Center is an ideal choice for groups ranging from 20 to 3,000.
Dock
Upper Level Upper Level
* Air Wall Room
13,100 sq. ft.13,100 sq. ft.
Pre-function
Dock
* Air Wall SouthRoom
South Exhibit Hall Exhibit Hall
Dock
* - Indicates* -Meeting IndicatesRooms Meeting Rooms Dock
57% 54% 33% 48% 51%
Conference Conference Room Room
North North Exhibit Hall Exhibit Hall Air Wall D3 Grand Ballroom Grand Ballroom 16,200 sq. ft.16,200 sq. ft. D2 BA CB C
A
D1
Pre-functionPre-function
14,500 sq. ft.14,500 sq.Room ft.
D3
D1
Board Room
Lo
bb y
A
Lo
bb y
6,025 sq. ft. 6,025 sq. ft. B C A D B C D
Cyber Cafe
Cyber Cafe
Pre-functionPre-function
*
*
*
*
Lo
bb y
Lo
bb y
Lower Level Lower Level * - Indicates* -Meeting IndicatesRooms Meeting Rooms
Upper Level
Lower Level An elegant 16,200 square foot
•
Exhibit Hall: Boasts 27,600 square feet capable of
ballroom with the capability to be configured into six
expanding into the Junior Ballroom, creating 35,700
separate breakouts
square feet of contiguous space
York Conference Room: Hosts seating for up to 18
•
people •
*
Junior Ballroom Junior Ballroom Board Room
- 21 Meeting/Breakout - 21 Meeting/Breakout Rooms Rooms - 2 Covered- 2Loading Covered Docks Loading Docks - ADA Accessible - ADA Accessible
•
*
104
Air Wall Room
*
*
Grand Ballroom:
*
104
*
105
Pre-function Pre-function D2
101 102 101 103 102 103
•
*
105
Pre-function
Global Spectrum, is the finest full-service convention venue
Junior Ballroom: 6,025 square feet capable of configuration into four separate breakouts
Executive Board Room: Hosts seating for up to 22
•
Seven Meeting Rooms
people
•
Guest and Business Services Center
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Or ga ni zational
Chart
St. Charles County Convention & Sports Facility Authority
City of St. Charles
St. Charles Convention Center Oversight Committee
Joe Ward
Contract Administrator
Chris Hyman
Administrative Assistant
Katie Conoyer
Angie Teel
Director of Sales & Marketing
Kristin Bowen
Alvaro Beltranena
Shura Garnett
Neil Sandage
Director of Event Services
Brian Stanfield
Jason Givens
Security Manager
Joe Capitanelli
Chardean Olsen
Mike Middendorf
Julie Davinroy Sales Manager
Jennifer Nowack Catering Manager
Pamela Sanders Catering Manager
Connie Barber
Catering Manager
Jennifer Wirtz
Diane Sutton
Jason Donato
Aaron Hall
Media Services Coordinator
Loc Thanh Nguyen
Adam Thien
Sharon Robertson
Kenny Clark
Sous Chef
Staff Accountant
Receptionist
Food & Beverage Manager
Facilities Manager
Mark Kandlbinder
Lead Facility Specialist
Steve Young
Facility Specialist
Andrew Herbert
Jamie Shaw
Assistant Food & Beverage Manager
Robin Chase
Debbie Johnson
Facility Specialist
Facility Specialist
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Scott Condor
Lead Facility Specialist
Tulio Cruz
Media Services Technician
Lead Cook
Stanley Walker
Ryan Byrnes
Technology Manager
Media Services Manager
Executive Chef
Christine Kelly
Maintenance Technician
Archie Carty
Exhibitor Services Coordinator
Roland Scheller
Paul Dunning
Maintenance Technician
Administrative Assistant
Holly Wynkoop
Nancy Hunt
HR Coordinator & F&B Accountant
Chief Engineer
Security Officer
Exhibitor Services/ Event Manager
Director of Finance
Travis Casteel
Event Manager
Event Manager
Amy Dunning
Director of Operations
Marketing Manager
Sales Manager
Assistant General Manager & Director of Food & Beverage
Global Spectrum Regional Vice President & General Manager
Banquet Captain
o ur
Team
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15
o ur
Partners
Greater Saint Charles Convention & Visitors Bureau
Embassy Suites Saint Louis Saint Charles Hotel
Global Spectrum and the Greater Saint Charles Convention
The attached Embassy Suites Hotel is an award winning, all-
and Visitors Bureau constantly work in tandem to solicit
suite, 296-room facility managed by John Q. Hammons and
the best business for the facility. Together their goals are to
is connected to the Convention Center on both the upper
earn revenues for the Center, bring in out-of-town guests
and lower levels. This attached property has proven valuable
to generate room nights for local hotels, and maximize the
in attracting groups needing large, flexible meeting space
overall economic impact to the City of Saint Charles.
with an adjacent full-service hotel. Global Spectrum and the Embassy Suites staff work jointly in securing business that
Both CVB and Convention Center representatives commonly
utilizes space at both properties.
attend trade shows and events together and are both involved in FAM trips and site tours of the facility for long-term business prospecting and booking. Clients can coordinate with the CVB to explore Historic Main Street and the thriving tourism community here in Saint Charles.
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Hospitality Partners The Saint Charles hospitality industry consists of 15 limited-service hotels and two full-service hotels. The total room inventory is over 2,100 rooms from 17 hotels with over one fourth of those rooms from hotels that are within walking distance of the Convention Center. The staff at the Convention Center continues to foster relationships with these hospitality partners to secure pieces of business for the facility and surrounding industry partners.
Sponsors, Advertisers, & Other Partners In an effort to better serve our clients, relationships have been forged with a variety of business partners. In addition to a vested business interest within the facility through direct product offerings, signage, and exposure, many of these sponsors also exist to provide additional marketing support for the facility and events.
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how you d oin’ ?
Program
How You Doin’? is a Global Spectrum-based customer service initiative which ensures our clients and visitors are welcomed enthusiastically and well cared for during their visit. The program empowers our staff to go above and beyond to make sure every visitor leaves with a positive impression of the Center and the staff is recognized for delivery of exceptional service.
2014 Employee of the Year
Scott Condor
The How You Doin’? Program is the corporate culture at the Saint Charles Convention Center and is the driving reason behind our exceptional survey scores, excellent testimonial letters, and positive work environment.
2014 Quarterly Winners Travis Casteel
Both clients and employees receive How You Doin’? cards
Paul Dunning
to recognize Convention Center employees when an
Chris Hyman
instance of exceptional service is observed. Each month,
Jennifer Nowack
the employee with the most cards becomes “Employee of
Mark Kandlbinder
the Month.” Each quarter, the executive team selects two
Ken Kasper
employees who best exemplify the How You Doin’? Top 10
Robin Chase
principles.
Scott Condor
2014 Monthly Winners January: Denny Siethel February: Robin Chase March: Dan McKee April: Sharon Robertson May: Holly Rand Wynkoop June: Cathy Wise
1. Customer First
6. Positive Attitude
2. Golden Rule
7. 24 Hour Rule
3. Listen
8. Everybody Sells
4. Think “Yes”
9. Enthusiasm
November: Mike Middendorf
5. Be Professional
10. Do it Now!
December: Robin Chase
July: Khalil Rodrigues August: Cathy Wise September: Robin Chase October: Paul Dunning
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client
Surveys key: Facility Management & Facility Staff Food & Beverage Audio/Visual IT & Telecom Overall
Space Met Your Needs Environment Comfortable Space Set in Manner Requested Public Space/Restroom Clean Sales Manager Event Manager Security Staff Professional Housekeeping Professional
The Saint Charles Convention Center distributes surveys seeking feedback on clients’ event experiences at the conclusion of each event. On a scale
Overall Impression of Staff Catering Manager F&B Service Staff
of 1 to 5, the facility achieved a 4.76
Overall F&B Quality
overall survey average across all
Overall F&B Presentation
categories.
Overall F&B Service A/V Staff Professional
Average Score
Per category on a scale of 1 to 5 4.83 Facility 4.84 Management & Facility Staff 4.77 Food & Beverage 4.69 Audio/Visual 4.51 IT & Telecom 4.76 Overall
A/V Staff Responsive Quality of A/V Equipment Telecom Contact Professional Telecom Staff Professional Quality of Telecom Equipment Overall Satisfaction Overall Rating of Facility Experience 4.0
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5.0
j anua ry 1, 2014 - dec e m be r 31, 2014
Financial Performance Actual
Budget
Variance
Rental Revenue
$1,313,113
$1,239,052
$74,061
Service Revenue
$719,045
$648,575
$70,470
Ancillary Revenue
$4,093,491
$3,760,195
$333,296
$81,856
$56,550
$25,306
$6,207,505
$5,704,372
$503,133
Event Expenses
$1,564,479
$1,497,546
$66,933
Personnel
$2,926,580
$2,902,347
$24,233
Operating Expenses
$1,515,133
$1,404,541
$110,592
$6,006,192
$5,804,434
$201,758
$201,313
($100,062)
$301,375
Income
Other Revenue
Total Gross Operating Revenue Expenses
Total Expenses Net Income (Loss)
Global Spectrum’s trend of surpassing budget and feasibility expectations continued in 2014. A new record was set for gross revenue, exceeding $6.2 million. For the fourth year in a row Global Spectrum operated the Saint Charles Convention Center at a net profit in 2014.
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s umm a ry of
Market Segments Event Type
events by type
Banquet
66
25%
●
Consumer Show
24
9%
●
Convention
23
9%
●
Meeting
111
42%
●
Special Event
22
8%
●
Trade Show
18
7%
Event Type
Percentage
22,973
9%
●
Consumer Show
127,588
46%
●
Convention
50,586
18%
●
Meeting
24,727
9%
●
Special Event
36,593
13%
●
Trade Show
13,716
5%
276,183 Room Nights
Percentage
718
3%
●
Banquet
●
Consumer Show
1,032
5%
●
Convention
15,457
68%
●
Meeting
2,129
9%
●
Special Event
2,141
9%
●
Trade Show
1,385
6%
Total: Event Type
22,862 Gross Revenue
Percentage
$1,192,644
19%
$911,912
15%
●
Banquet
●
Consumer Show
●
Convention
$1,832,877
30%
●
Meeting
$1,116,810
18%
●
Special Event
$536,932
9%
●
Trade Show
$534,475
9%
Total:
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Attendance #
Banquet
Event Type
event gross revenue
264
●
Total:
room nights by type
Percentage
●
Total:
attendance by type
# of Events
$6,125,650
s ales &
Marketing Advertising
Public Relations
The Convention Center partnered with the Saint Charles CVB
The marketing department continues to look for ways
to leverage some of our advertising dollars to target local
to garner positive PR regarding facility news and events.
and regional meeting, convention, and trade show events.
Notable stories that created positive press for the Center
To effectively do so, advertisements were strategically
in 2014 included the venue’s Employee of the Year
placed in various local and regional publications, including
Award; Shura Garnett’s Charles McElravy Award from the
Meetings Mid America, Missouri Society of Association
International Association of Venue Managers and 2014
Executives Focus Magazine, Small Market Meetings, Trade
Facilities & Destinations ELITE Award; and the renewal of
Show Executive, and the Saint Louis Business Journal.
Global Spectrum’s Contract with the Saint Charles County Convention and Sports Facilities Authority and the City of
To target weddings, Global Spectrum partnered with Saint
Saint Charles.
Louis Best Bridal, who hosts two of their bridal events at the facility. This partnership included presence in their
Social Media
print publications, listings on online marketplaces, custom
In 2014, the Convention Center launched its first social
eBlasts, and participation in all of their bridal shows in Saint
media promotion. By targeting “recently engaged” and “in
Louis in 2014. Additionally, the Center was a sponsor of the
a relationship” females ages 21+ within a 25 mile radius of
Best Bridal “Veteran’s Day Bridal Gown Giveaway,” where
the facility, the potential reach was 160,000 people. The
military veterans’ wives entered for their chance to win a free
contest’s goals were to increase engagement and “likes” on
rehearsal dinner at the venue. This was excellent exposure
the SCCC Facebook fan page and acquire contest entries,
at a unique event that garnered great media attention for
giving the sales manager highly qualified leads to call on.
our venue as a premier wedding destination.
$500 was spent on four ads which
The sales department also participated in a number of trade
were used to entice future brides to
shows and sales blitzes to deliver information to targeted
enter to win a free rehearsal dinner.
markets and clients. Trade shows attended include ASAE
This resulted in 210 contest entries
Springtime in the Park, ASAE Annual Meeting, iMEX America,
and increased fan page likes by 15%.
IAEE Expo Expo, MSAE Fun Fest, Joint Meeting Planners Trade Show, and Missouri Hospital Association.
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t he national
Marketing Plan The National Marketing Plan is Global Spectrum’s corporate-based advertising initiative that allows the Center to have advertising exposure at a national level for a reduced cost. The total value of the program in 2014 was over $230,000 and the Center was represented in all components for an annual investment of only $9,500.
Advertising
Communications
The Saint Charles Convention Center receives exposure in the
The Center receives exposure in the monthly eNews
cooperative advertising program, which is valued at $70,000
blast to 7,300 industry contacts, including meeting and
annually. This includes venue listings in two page and full
event planners. It allows us to promote our hot dates and
page ads in publications such as Trade Show Executive, Small
discounted rates and feature our venue in regional spotlights.
Market Meetings, and Facilities and Destinations, plus the
This also includes our venue listing in the digital and printed
ability to purchase exclusive SCCC ads at reduced costs.
Convention Center brochure, which is distributed at industry trade show events and promoted interactively online.
GPS Database Global Spectrum sales staff at the venue have access to the
Trade Shows
GPS database of over 20,000 contacts for prospecting and
Saint Charles is represented in the National Trade Show
lead sharing. If another Global Spectrum venue has a piece
Program, which is valued at over $60,000. For relevant
of business that would work well in our market, the lead is
shows in certain markets, sales staff at the SCCC have the
routed properly through this system to be prospected here
ability to attend shows in the Global Spectrum booth. This
locally.
year SCCC was represented at DSA, iMEX, ASAE, Small Market Meetings, and IAEE Expo! Expo!
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ca pita l
Improvements Event Services
Operations
•
•
• •
Various audio/visual décor options: Purchased for use as stage scenery, including acrylic lectern, up-lighting,
a larger, higher resolution marquee with updated
and fabric backdrops.
software. With a larger, brighter screen display and
Upgraded projectors: Purchased to keep up with
the Westward screen better angled toward East bound
current technology trends and allow for a digital source.
Highway I-70 traffic, the new marquee is a high-visability
Projection screens: Increased facility’s inventory of
advertising option for sponsors and clients. •
commonly used projection screens to reduce cross •
Pre-function air wall rooms: New, moveable walls were
rental costs.
installed in the Exhibit Hall pre-function space, adding
Customizable aisle signs: Purchased for use when the
two additional meeting rooms to the facility to be used
Convention Center is the decorator, allowing booth
for meetings, secure coat check, office space for shows,
aisles to be easily identified by attendees.
and more. •
Two golf carts: Two gas motorized golf carts were purchased to replace the facility’s 10 year old golf carts
Food & Beverage •
New marquee: The Convention Center upgraded to
in disrepair. One of the golf carts is enclosed allowing
Contemporary wooden rolling tables: Purchased
for winter use.
to improve the presentation of our food displays and minimize reliance on traditional linen and skirting.
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mission &
Sustainability Mission
Green Initiatives
The Global Spectrum Team at the Saint Charles Convention
Global Spectrum is committed to raising awareness and
Center
environmental
taking action to make its facilities throughout the world
responsibility and sustainability. Our goal is to offer
more environmentally friendly with a company-wide,
outstanding quality of service and mitigate impact on the
comprehensive campaign called STEP UP.
is
committed
to
promoting
natural environment.
The Saint Charles Convention Center staff is dedicated
By creating awareness of environmental impacts, we strive
to reducing its environmental impact by saving energy,
to minimize waste through programs designed to reduce
reducing, reusing, and recycling. In 2014, a total of 32.11
and ultimately recycle the consumable materials we
tons were recycled at the facility. In addition, 26,630 pounds
utilize at our facility. Through Global Spectrum’s company
were composted; a 64% increase over the previous year.
wide STEP UP Program, the Saint Charles Convention
In 2014, all the lights over the escalator area were replaced
Center has become a leader in employing and promoting
with LED replacements and the fluorescent tube lights around
environmentally responsible, equitable, and sustainable
the skylights were changed to LED strips. Additionally, the
practices. Global Spectrum is dedicated to supporting efforts
can lights were given new, screw-in LED replacements and
and management practices for the long term benefit of the
the wall sconces had their 4-pin fluorescent bulbs changed
environment so people can work, play, and live in healthy,
to a LED equivalent. LED light bulbs typically use 70-80%
ecologically-friendly facilities.
less energy and can last 25 times longer than traditional incandescent bulbs.
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comm uni t y
Involvement Charity Committee
Helping Hands for the Holidays
The Saint Charles Convention Center’s Charity
The seventh annual Helping Hands for the Holidays (HHH) charity event
Committee organizes the Center’s community
was hosted on December 16, 2014. This community outreach event is
efforts. The Charity Committee encourages
one of the largest in the area and is designed to assist those in-need
staff to participate in, or donate to, charitable
within our community.
events including Helping Hands for the Holidays, Jeans Days, and more.
Jeans Days Jeans Days give employees the option to
Highlights from this year’s Helping Hands event include: •
attended events in HHH history •
jeans days at the facility. Through Jeans Days alone, $875 was raised throughout the year to benefit charities including 5 Acres Animal Shelter, We Love Saint Charles, ALS Society, and Helping Hands for the Holidays.
Administered 100+ flu shots, administered important health care screenings, and distributed information on additional assistance
donate money in order to be allowed to wear jeans to work. In 2014, there were 11
Served over 1,400 meals, making this year’s event one of the largest
options •
Gave away over 500 winter coats, hats, gloves, scarves, and blankets
•
Gave away over 400 books donated by the Saint Charles City-County Library Foundation
•
Gave away over 500 bags of personal care items
•
Took over 500 photos with Santa
•
Transported individuals and families in need of a ride from six pickup points in Saint Charles County
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customer
Comments “Audio/Visual ran all of our programs smoothly and on-time. They took extra time and attention ensuring videos and slide presentation ran perfectly. Great place to hold a meeting. We received lots of compliments about the venue and food.”
“2014 TCM was a huge success thanks to the Saint Charles Convention Center team. We received many wonderful comments from our attendees. It was a big move for us and your team made for a smooth transition. Thank you for everything!!””
Deborah Eldridge
Cynthia Brewer
“Your staff became part of our team which is very important when you only have a staff of three. Thank you!! Outstanding Service!!”
“The event space and the food quality were both awesome. I have received so many compliments about my wedding with regards to the space and great food.”
Martha Pennington
Hien Trang-Brown
Reason to Hope Breakfast Alzheimer’s Association
NOMMA
“I cannot thank you enough for rolling with my curve-ball and making things happen for me when I needed it most. This is truly what sets you apart from other venues. Thank you for going above and beyond for me.”
Tammy Ridgley Home Show
TCM
Trang Brown Wedding
“There wasn’t much time to plan this event and it was extremely helpful knowing you had everything under control. Everything seemed so effortless and stress free that night! I am looking forward to working with you again in the future!”
Kassandra Schnell Butler Sibley Banquet
“Everything was perfect which is why we keep coming back.”
Paul Steinle
Subway Development
“I loved working with everyone here. Can’t wait to be back. My 1st conference was a success! Thank you all so much!”
Shannon Santamaria
“Everyone working the event was very courteous and professional, with lots of attention to detail. Our attendees raved about the facility in their conference evaluations - especially the food and clean restrooms!”
“I appreciate all the staff that assisted with our event. They were accommodating, friendly, flexible, and always willing to assist.”
Connie McDonald
Serta
CenterPointe Hospital The Meanest Generation Training Conference
Solution Tree
Latisha Jackson “The staff was excellent and very helpful to work with. The wedding was exactly how we envisioned.”
Amanda Williams Disser Williams Wedding
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client
Testimonials
April 30, 2014 Ms. Katie Conoyer Ms. Chardean Olsen Ms. Pamela Carnes Global Spectrum St. Charles Convention Center One Convention Center Drive St. Charles, MO 63301 Dear Katie, Chardean & Pamela – WOW – What an amazing event and a fantastic job by Global Spectrum’s St. Charles Convention Center team! We have had so many nice comments from our sales attendees and our vendors about the event, the beautiful venue and the fabulous food! I cannot thank you enough for your support in helping us plan every detail and your perfect execution during the event. We would not have been a success without your attention to detail. Thank you a million times over for making us look good! On that note, we are looking ahead to our 2016 EXPO. I know that you are holding space for us and we are discussing our plans for 2016 now. Thank you again, Ladies. You are AMAZING! Sincerely,
Laura Boni National Vendor Coordinator International Tool & Equipment Group Cc: Bill Robinson, President
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29
futur e
Outlook Desired State
Future Outlook
Pre-book revenues have risen in FY2015, producing an
The sales team will continue to solicit, make outside
increase exceeding 7% for the 2015 budgeted $6,054,105
sales calls, and entertain contacts with local corporate,
gross revenue.
We started 2015 with a nearly 16%
association, and government markets. Global Spectrum
increase in revenue on the books over 2014 ($3,465,044
plans to go on monthly local sales calls and quarterly sales
vs. $2,988,884). Of those revenues, 68% are in the first
missions with the CVB and Embassy Suites.
six months of year, which gives us time to book Q3 and Q4 business. Once again, we are projecting to meet or exceed
Conventions will continue to be a focus for future years,
our annual benchmark.
which allows us to better saturate our calendar with larger business associated with room nights. There are 11 definite
Based on last year, we are estimating total revenues to be
conventions for 2016 with 6,105 room nights; five definite for
based on the following event mix this year:
2017 (2,065 rooms); and one for 2019 (1,625 rooms). From
•
40% Conventions
2016-2022, we are working on several large conventions
•
15% Consumer Shows
in tentative status with over 14,000 room nights. We have
•
14% Meetings
a verbal commitment on a four year deal from Missouri
•
14% Banquets
District Youth with 600+ rooms each year prior to Easter;
•
9% Special Events
Midwest Grape & Wine Conference (February 2016/750
•
8% Trade Shows
rooms); 2016 Crochet Guild (July 2016/985 rooms); World Taxidermy (May 2017/950 rooms); and Coca-Cola Collectors
As of the end of March 2015, we have almost 22,800 total
(July 2018/1,500 rooms).
room nights definite for the year with another 2,500 in tentative and firm status. Conventions will continue to be a
The sales team will continue to work hard to find the right
focus for future years, which allows us to better saturate our
events to fill the open dates we have by essentially “booking
calendar with larger business associated with room nights,
smarter” and asking the right questions. All departments
as well as mid-week trade shows to fill the Exhibit Hall in
will continue to provide outstanding customer service to
hopes of increasing our occupancy.
assist in creating strong client relationships to build our repeat client base. We can achieve success in meeting our goals for the year through a systematic approach in finding the right events for the available dates in 2015 as well as how well the sales team continues to book future years.
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2014 IN
Review
One Convention Center Plaza Saint Charles, MO 63303 Local: 636-669-3000 Toll Free: 877-896-SCCC www.StCharlesConventionCenter.com
StCharlesConven
www.Global-Spectrum.com