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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

8

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

13

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:

21

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.

30


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

2014 Annual Reprot  

St. Charles Convention Center

2014 Annual Reprot  

St. Charles Convention Center

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