Page 1

2 016 St. Charl es C o n v en tio n Cen ter

Annual Report


table of

Contents INTRODUCTION 3 4 5 6 7

Statement of Purpose Message from Sally Faith, Mayor of City of St. Charles Message from Tom Wapelhorst, Chairman of SCCC&SFA Message from Joe Ward, Director of GSCCVB Message from Al Beltranena, GM of SCCC

Accomplishments & Events 8 Summary of Accomplishments 10 Signature Events

Facility 12 Capital Improvements 13 Mission & Sustainability 14 Facility Overview & Occupancy Reports

At the SCCC 15 Organizational Chart 16 2016 In Review 18 Our Partners 20 Client Experience Program 21 Client Surveys

Finance 22 Financial Performance 23 Summary of Market Segment

General Marketing 24 25 26 27 28 30

Sales & Marketing The National Marketing Plan Community Involvement Customer Comments Client Testimonials Future Outlook


statem en t of

Purpose “The St. Charles Convention Center is dedicated to exceptional customer service, delivered with a warm and innovative approach.”

The customer is the most important visitor on our premises. Customers are not dependent on us; we are dependent on them. They are not an interruption of our work; but rather the purpose of it. They are not an outsider in our business; they are vital to it. We are not doing them a favor by serving them; they are doing us a favor by allowing us an opportunity to do so. At the St. Charles Convention Center we promise to consistently exceed our customers’ expectations. We will: •

Be Passionate

Elevate Experiences

Build Loyalty

Drive Success

Collaborate


message from the mayor “Success is no accident. It is hard work, perseverance, learning, studying, sacrifice, and most of all, love of what you are doing or learning to do.” Pele When I read this quote from world-renowned soccer star Pele, I can’t help but think it translates so well to the St. Charles Convention Center and the benefits and success it brings to our area. As Mayor of St. Charles, I value the relationship between the City and Spectra Venue Management, as well as the St. Charles County Convention and Sports Facility Authority. And, indeed, the success over the years is certainly no accident. I want to recognize and thank all of the staff who work so diligently and provide the outstanding customer service and commitment to our area that keeps conventions and events coming back to St. Charles. The Working Women’s Survival Show is a perfect example of a large event that has found its home in St. Charles. In addition, events that offer something for everyone, including the Golf Show, Boat Show, and Home Show, to name a few, continue to grow and bring new people to our area each year. This coming year, we are excited to see the return of the St. Charles Trolley that will connect visitors of the Convention Center to other top destinations in our City. This will provide guests even more incentive to bring their event to our area. A premier facility like the St. Charles Convention Center being right in the heart of our City is a true benefit in marketing St. Charles to travelers from across the country. On behalf of the citizens and the City Council of St. Charles, I want to congratulate you on another successful year, and thank everyone within the organization for your hard work, perseverance, sacrifice, and your love of what you do for St. Charles. We look forward to many more years of growth, success, and partnership.

Sincerely,

Sally A. Faith Mayor City of St. Charles, Missouri

4


message from the chairman The St. Charles Convention Center began eleven years ago as a dream that became a reality. We opened the doors to a facility that has become an economic engine, which has elevated both the tourism efforts and the brand image within the City of St. Charles and St. Charles County. This collaborative venture has proven to be one of the most successful economic development projects in our history and it has created the synergy for other economic development projects in the area. As this annual report will indicate, 2016 was a year for record breaking revenues and business levels that were well beyond expectations. Our convention center management team, Spectra, stretched every operational dollar and aggressively pursued clients as indicated by the 65% occupancy level. We are now at a point where facility and hotel expansion must be considered in order to continue sustaining a positive operational budget and further grow the economic impact. The St. Charles Convention and Sports Facilities Authority is very grateful to the Spectra team who has superbly managed the St. Charles Convention Center. The Center’s success is a direct result of the Spectra Team striving for perfection every day and we are thankful for their energetic and enthusiastic management. Our future lies with developing new concepts, new business, and ultimately new facilities. We look forward to continuing our partnership with Spectra and elevating the Convention Center to the next level by leading the trend rather than following it. Sincerely,

Tom Wapelhorst Chairman St. Charles County Convention & Sports Facility Authority

5


message from the director Time and time again, the St. Charles Convention Center (SCCC) proves to be a huge asset for the St. Charles community. I am delighted to commend General Manager Al Beltranena and the entire Spectra Venue Management team for their innovation in once again achieving record breaking results in 2016. On behalf of The Greater St. Charles Convention and Visitors Bureau (SCCC), I extend our sincere congratulations on another year of exceeding the expectations of our local, regional, and international visitors. We share your pride and your commitment to excellence. The St. Charles Convention Center is a major player in the Midwest meetings market. We know with the management of Spectra and the dedication of your staff, the best is yet to come. We are proud to call you our partners and our friends. Sincerely,

Joseph Ward Director Greater Saint Charles Convention and Visitors Bureau

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message from the

general manager Spectra Venue Management has been privileged to operate the St. Charles Convention Center since the facility opened in 2005. The support provided by the St. Charles County Convention and Sports Facilities Authority, the City of St. Charles, and the Greater St. Charles Convention and Visitor’s Bureau has been instrumental in elevating the St. Charles Convention Center as one of the most successful venues within Spectra and throughout the United States. The achievements realized during the past 11 years are a testament to the passion, loyalty, and commitment of the staff at the Center. Every single team member works to elevate the experience for our clients and attendees, driving revenue to our bottom line. I am humbled, proud, and honored to have each and every one of them on the team at the St. Charles Convention Center. The 2016 fiscal year was another record setter for the St. Charles Convention Center. Total gross revenue for the year was $7,156,322, ahead of budget by $677,000. Our year-end net performance was $491,773 in the black, which is $560,000 ahead of budget and $136,000 higher than 2015. We hosted the most holiday parties, wedding receptions, and galas/fundraisers than any other year, while generating 21,456 room nights for the community. I look forward to another successful year in 2017 and congratulate all on an outstanding year. Sincerely,

Al Beltranena General Manager St. Charles Convention Center

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Summ a ry of

Accomplishments In 2016, the St. Charles Convention Center Sales Team continued to focus on booking smarter by maximizing space and securing events at the Convention Center with the greatest impact. By targeting large, high attendance, and high revenue events, Spectra broke revenue records and exceeded the operating budget set for the year by $677,000. Also notable, 2016 marked the sixth year in a row the facility operated at a net profit.

Breaking Records •

Highest Gross Revenue Year: 2016 ended with a

record $7,156,322 in gross revenue, outperforming the

65% in 2016, exceeding 2015’s occupancy by 12%. •

previous record set in 2015 by $309,000. •

Best Year-To-Date Net Performance: The Center was

Most Weddings: The Convention Center set a record for weddings hosted in a year, with a total of 20 in 2016.

$491,773 in the black in 2016, pacing $560,000 ahead of budget and resulting in the best net finish, beating

Most Holiday Parties: In December 2016, the facility hosted 10 holiday parties, the most hosted in any year.

the previous year’s record by $136,000. •

Highest Overall Occupancy: Overall occupancy was

Most Award/Galas/Fundraisers/Non-Profit Events:

Highest Attendance Year: Over 325,000 people

The greatest number of awards/galas/fundraisers/

attended the facility, surpassing 2014’s attendance

non-profit events were hosted in 2016, a total of 11

record by 18%.

events.

Staff Achievements

Luke

Mike

Nicole

tay lor

midden d orf

lin dem an n

Promoted by Spectra from

Promoted by Spectra from

Promoted by Spectra from

part-time Facilities Lead to

Security Officer to Security Lead.

part-time Facilities Specialist to

full-time Operations Manager.

part-time Facilities Lead.

Katie

Debbie w o ods

by rn es

Promoted by Spectra from a

Promoted by Spectra from

Promoted by Spectra from

part-time Facilities Specialist to a

part-time Facilities Specialist to

Operations Manager at SCCC

full-time Facilities Lead.

full-time Housekeeping Lead.

to Director of Operations at the

wa lton -r ussel

Ryan

Durham Convention Center. 8


Notable Events •

Venue Awards: The Convention Center celebrated it’s second year in a row as one of St. Louis’ Top Workplaces; ninth year in a row as a Facilities & Destinations Prime Site Award winner; and third year in a row as St. Louis’ Best Bridal “Best of the Best Venue” finalist.

New Client Experience Program: After over 11 years with the How You Doin’? Program, the Convention Center staff developed the Our Promise Client Experience Program to create a program that encourages elevating experiences and applauds stellar staff for a job well done.

Staff Trainings: Two employee trainings were held in 2016. The May training had a safety focus. In December, morning breakout sessions ranged from branding to communication and the afternoon focused on the client experience via a “How You Doin’? it Right” game show theme.

Website Update: The Convention Center converted to a responsive website design, for a more smartphone and tablet-friendly website.

9


sign at ure

Events Conventions In 2016, the Convention Center hosted 25 conventions, generating over $1.7 million in revenue. This market segment contributed to 54% of the total room nights and 27% of total gross revenue. The Convention Center hosted both new and repeat conventions in 2016. •

Anime St. Louis: Anime was back in 2016 for the first

time since 2009. The interactive and lively group had

the Summit conference was a first at the Center and we

over 3,000 attendees with 700 room nights. The group

are looking to rebook for 2018. The group brought in

is definite through 2019 with space on hold for future

700 attendees with 500 room nights. •

years. •

Missouri Association of Osteopathic Physicians and

Helena Chemical Company: This group has hosted their

Surgeons: MAOPS held their first convention at the

event at the Convention Center for seven years with

Center in 2016 and is also definite for 2017. The group

future years on hold. Starting Point in 2016 was one of

brought in 600 room nights with 300 attendees. •

the largest conventions they’ve held with 900 attendees •

Missouri Assistive Technology: The 2016 Power Up to

Solution Tree: PLC unites educators with keynotes and

and 575 room nights.

breakout sessions. In their sixth year at the Convention

METC: EducationPlus’ METC returned for the eighth

Center, the event brought in 1,600 attendees with over

year in 2016. The event attracted over 1,600 attendees

1,200 room nights. PLC is definite until 2019 with space

and 425 room nights. They are booked through 2018

on hold for 2021.

and have space on hold until 2021. •

Missouri District Youth: A conference geared towards teens, this Convention is held prior to Easter every year. The group brings in 600 attendees with a total of 2,500 room nights. Missouri District Youth is booked through 2019.

Solution Tree

10


Special Events •

World Wide Technology: One of our premier holiday party clients, WWT returned for the fifth year in a row. Their event transformed the Expanded Exhibit Hall in a rainbow theme, utilizing our ability to decorate the space with carpeting, drape, props, and more. This upscale event had various food and drink stations, a band, DJ, and lounging areas for 1,300 people.

Talent on Parade: TOP is consistent repeat business who has been with the Convention Center since 2011 and has space on hold until 2021. They bring their regional and national competitions in the spring and

Jurassic Quest

summer. Both events together brought in over 5,000 attendees with over 1,000 room nights.

Consumer Shows

Consumer shows are the main contributor to event

weekend that honors the legends of Chicago-style

attendance numbers at the Center. In 2016 consumer shows

“Steppin.” Stepaganza has been with the Convention

brought in over 146,500 people to the Center, resulting in

Center since 2014. The group brings in over 1,000

45% of the overall building attendance. Some of the 2016

people and over 700 room nights over Memorial Day

events include: •

Stepaganza: This event is an annual awards celebration

weekend every year.

The Home Builders Association Home Shows: Hosted

Taste of St. Charles: The Rotary Club of St. Charles held

in April and September, the Home Shows hosted almost

the annual Taste of St. Charles at the Convention Center

12,000 people in the spring and 6,800 people in the fall.

for the third year in 2016. The event featured some

These events give visitors the opportunity to see, learn

of the finest food and wine St. Charles has to offer,

about, and buy the latest products and services from

provided by 30 of its top restaurants and benefits adult

250 companies in one place.

charities located in St. Charles.

Lake of the Ozarks Boat Show: Hosted by the Marine Dealers Association, the Lake of the Ozarks Boat Show brings boats, other watercraft, and in 2016, over 5,300 attendees to the facility.

The St. Louis Working Women’s Survival Show: Promoted as the “Ultimate Girl’s Day Out,” the show uses the entire Convention Center. Alison Sweeney, the actress from Days of our Lives and The Biggest Loser, was the show’s Celebrity Guest. Working Women’s Survival Show featured food, fashion, fitness, and fun.

Jurassic Quest: This dinosaur themed event was new to the Convention Center in 2016. The three day event brings a dinosaur adventure for the whole family and attracted over 20,000 attendees. Jurassic Quest featured realistic, life-size animatronic dinosaurs that visitors can interact with, learn about, and in some cases even ride! There are lots of fun activities for kids

World Wide Technology Holiday Party

of all ages, including a bounce house and fossil digs. 11


c a pita l

Improvements

Operations

Event Services

Junior Ballroom & Prefunction Updates: The vinyl and cloth wall coverings were removed in the Junior

Wireless

Upgrades:

Bandwidth

capacities

were

upgraded allowing for up to 1 GB/Second.

Ballroom and its prefunction area and were replaced with similar-colored paint (see photo above), allowing for lower-cost maintenance and repair options. •

Grand Ballroom Lighting: New lighting and controls were purchased for the Grand Ballroom, allowing convenient and dynamic control.

Sidewalks: Sidewalks were replaced as needed and over 2,500 linear feet of expansion cracks were caulked around the exterior of the building.

Updated walls in the Junior Ballroom

12


mission &

Sustainability Mission The Spectra Team at the St. Charles Convention Center is committed to promoting environmental responsibility and sustainability. Our goal is to offer outstanding quality of service and mitigate impact on the natural environment. By creating awareness of environmental impacts, we strive to minimize waste through programs designed to reduce and ultimately recycle the consumable materials we utilize at our facility. Through Spectra’s company-wide STEP UP Program, the St. Charles Convention Center has become a leader in employing and promoting environmentally responsible, equitable, and sustainable practices. Spectra is dedicated to supporting efforts and management practices for the long term benefit of the environment so people can work, play, and live in healthy, ecologically-friendly facilities.

Green Initiatives The St. Charles Convention Center staff is dedicated to reducing its environmental impact by saving energy, reducing, reusing, and recycling. In 2016, a total of 18.66 tons were recycled at the facility. In addition, 37,320 pounds were composted, a 34% increase over the previous year. The Convention Center converted all incandescent and metal halide flood light cans (273 total) in the Grand Ballroom to more energy efficient, LED lights.

New lighting in the Grand Ballroom

13


fa cilit y o vervi ew & o c c u pa n c y

Reports

Occupancy Reports

The St. Charles Convention Center is the finest full-service convention venue in the Greater St. Louis metro area. With

Exhibit Hall Grand Ballroom Junior Ballroom Meeting Rooms Overall

154,000 square feet of space and over 83,000 square feet of flexible event space, the Center is an ideal choice for groups ranging from 10 to 3,000.

70% 66% 69% 51% 65%

PRE-FUNCTION ROOM SOUTH LOWER DOCK

UPPER DOCK

SOUTH EXHIBIT HALL PRE-FUNCTION

UPPER LEVEL

CONFERENCE ROOM

105

104 BOX OFFICE

ADMIN OFFICES

D3

A

GRAND BALLROOM B

D2

C

NORTH EXHIBIT HALL PRE-FUNCTION ROOM NORTH

PRE-FUNCTION

D1

A

HOTEL ENTRANCE

BOARD ROOM

COMPASS CAFÉ

PRE-FUNCTION

LOBBY

PRE-FUNCTION

JUNIOR BALLROOM C B D

101

102

HOTEL ENTRANCE

103

MAIN ENTRANCE

LOWER LEVEL

PORTE COCHÈRE

Upper Level

Lower Level

Grand Ballroom: An elegant 16,200 square foot

Exhibit Hall: Boasts 27,600 square feet capable of

ballroom with the capability to be configured into six

expanding into the Junior Ballroom, creating 35,700

separate breakouts

square feet of contiguous space

Conference Room: Seating for up to 18 people

Executive Board Room: Seating for up to 22 people

Junior Ballroom: 6,025 square feet capable of configuration into four separate breakouts

14

Seven Meeting Rooms

Guest and Business Services Center


Or g an i z atio n a l Org a niz ational

Chart Chart

St. Charles County Convention & Sports Facility Authority

City of St. Charles

St. Charles Convention Center Oversight Committee

Joseph Ward

Contract Administrator

Alvaro Beltranena General Manager

Katie Conoyer, CMP

Angie Teel, CMP

Director of Sales & Marketing

Kristin Bowen

Jason Givens

Marketing Manager

Julie Davinroy

Jarek Main

Courtney Greene

Chardean Olsen, CMP

Connie Barber

Jennifer Schonhoff, CMP

Sales Manager

Catering Manager

Holly Wynkoop

Catering Manager

Mark Kandlbinder

Jason Donato, CTS

Mike Middendorf

Media Services Coordinator

Sharon Robertson

Nick Forgione

Receptionist

Food & Beverage Manager

Katie Walton-Russel Lead Facility Specialist

Debbie Woods

Facility Specialist

15

Scott Condor

Assistant Food & Beverage Manager

Ken Kasper

Banquet Captain

Debbie Johnson

Housekeeping Supervisor

Tulio Cruz

1st Cook

Stanley Walker

Security Lead

Andrew Herbert, CTS Media Services Technician

David Klein

Sous Chef

Luke Taylor

Lead Facility Specialist

Aaron Hall, CTS

Loc Thanh Nguyen

Sta Accountant

Operations Manager

Exhibitor Services Coordinator

Media Services Manager

Christine Kelly

Maintenance Technician

Exhibitor Services/ Event Manager

Catering Manager

Executive Chef

Paul Dunning

Maintenance Technician

Event Manager

Jennifer Nowack

Pamela Sanders

Technology Manager

Roland Scheller

HR Coordinator & F&B Accountant

Chief Engineer

Archie Carty

Event Manager

Nancy Hunt

Travis Casteel

Administrative Assistant

Sales Manager

Director of Finance

Director of Operations

Diane Sutton

Event Manager

Amy Dunning

Neil Sandage

Director of Event Experiences

Banquet Captain

Robin Chase

Facility Specialist

Updated 3.30.17


Community Services Summit Girl Scout Cookie Sales Blitz

2016

In Review Stanley and SCCC Bride

Kristin’s Baby Shower

Pumpkin Decorating C

Chef Roland’s Birthday Celebration

Sam springing the clocks forward for daylight savings

Dece

Halloween

Cathy’s Last Day at SCCC

Ryan’s Last Day at SCCC Kids Block Party

16


December All Staff Training

Client Appreciation Luncheon

Speaker Michael Dominguez at the MPI St. Louis Luncheon

Contest

Helping Hands for the Holidays

ember All Staff Training

Holiday Party

Scott the Tornado Backpacks for We Love St. Charles

December All Staff Training

17


o ur

Partners

Greater St. Charles Convention & Visitors Bureau

Embassy Suites St. Louis St. Charles Hotel

Spectra and the Greater St. Charles Convention and Visitors

The attached Embassy Suites Hotel is an all-suite, 296 room

Bureau constantly work in tandem to solicit the best business

facility managed by John Q. Hammons and is connected to

for the facility. Together their goals are to earn revenues for

the Convention Center on both the upper and lower levels.

the Center, bring in out-of-town guests to generate room

This attached property has proven valuable in attracting

nights for local hotels, and maximize the overall economic

groups needing large, flexible meeting space with an

impact to the City of St. Charles.

adjacent full-service hotel. Spectra and the Embassy Suites staff work jointly in securing business that utilizes space at

Both CVB and Convention Center representatives commonly

both properties.

attend trade shows and events together and are both involved in FAM trips and site tours of the facility for long-term business prospecting and booking. Clients can coordinate with the CVB to explore Historic Main Street and the thriving tourism community here in St. Charles.

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Hospitality Partners The St. Charles hospitality industry consists of 15 limited-service hotels and two full-service hotels. The total room inventory is over 2,100 rooms from 17 hotels with over one fourth of those rooms from hotels that are within walking distance of the Convention Center. The staff at the Convention Center continues to foster relationships with these hospitality partners to secure pieces of business for the facility and surrounding industry partners.

Sponsors, Advertisers, & Other Partners In an effort to better serve our clients, relationships have been forged with a variety of business partners. In addition to a vested business interest within the facility through direct product offerings, signage, and exposure, many of these sponsors also exist to provide additional marketing support for the facility and events.

19


clie nt e xperience

Program

Our Promise is a client experience initiative that creates a culture driven by success, collaboration, passion, loyalty, and elevating experiences. The program empowers staff to maximize the experience of clients and coworkers alike and recognizes stellar staff for their commitment to the Our Promise principles. Both clients and employees receive Our Promise nomination

2016 Employee of the Year

Stanley Walker

cards to recognize employees for their commitment to Our Promise. The nominations are reviewed, and monthly and quarterly winners are selected by the executive team.

2016 Quarterly Winners Debbie Woods Audrey Boyher Mike Middendorf Mark Kandlbinder

Be Passionate • Work with enthusiasm • Encourage and inspire others • Believe in your work

Jason Givens Nicole Lindemann Stanley Walker

Elevate Experiences • Utilize cutting-edge industry trends • Anticipate need • Innovate creative solutions

Roland Scheller Shante Buersmeyer

2016 Monthly Winners

Build Loyalty • Be a trusted advisor • Act with integrity and respect • Express gratitude • Encourage feedback

January: Andrew Herbert February: Cathy Wise March: Sharon Robertson April: Maria Castillo

Drive Success • Develop efficient processes • Identify and create opportunities for profit • Maximized the experience • Execute “Win! Win!” strategies

May: Adam Thien June: Debbie Johnson July: Sharon Robertson/Paul Dunning August: Denny Seithel September: Dawn Hemberger

Collaborate • Employ a team approach • Communicate effectively • Deliver on commitments

October: Bobbie Saretsky November: Holly Wynkoop December: Tammy Albrecht

20


clie nt

Surveys key: Facility Management & Facility Staff Food & Beverage Audio/Visual IT & Telecom Overall

Space Met Your Needs Environment Comfortable Space Set in Manner Requested Public Space/Restroom Clean Sales Manager Event Manager Security Staff Professional Housekeeping Professional

The St. Charles Convention Center distributes surveys seeking feedback on clients’ event experiences at the conclusion of each event. On a scale

Overall Impression of Staff Catering Manager F&B Service Staff

of 1 to 5, the facility achieved a 4.80

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 4.82 Facility 4.88 Management & Facility Staff 4.75 Food & Beverage 4.76 Audio/Visual 4.75 IT & Telecom 4.80 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

21

5.0


j an ua ry 1, 20 16 - decem ber 31, 2016

Financial Performance Actual

Budget

Variance

Rental Revenue

$1,417,093

$1,401,985

$15,108

Service Revenue

$862,963

$725,900

$137,063

Ancillary Revenue

$4,812,479

$4,307,243

$505,236

$63,787

$44,000

$19,787

$7,156,322

$6,479,128

$677,194

Event Expenses

$1,919,052

$1,684,524

($234,528)

Personnel

$3,104,633

$3,252,617

$147,984

Operating Expenses

$1,640,864

$1,611,196

($29,668)

$6,664,549

$6,548,337

($116,212)

$491,773

($69,209)

$560,982

Income

Other Revenue

Total Gross Operating Revenue Expenses

Total Expenses Net Income (Loss)

Spectra’s trend of surpassing budget and feasibility expectations continued in 2016. A new record was set for gross revenue, exceeding $7.1 million. For the sixth year in a row Spectra operated the St. Charles Convention Center at a net profit.

22


s umm a ry of

Market Segments Event Type

events by type

Banquet

75

24%

Consumer Show

29

9%

Convention

25

8%

Meeting

151

47%

Special Event

22

7%

Trade Show

17

5%

Event Type

Percentage

25,019

8%

Consumer Show

146,448

45%

Convention

55,317

17%

Meeting

40,275

12%

Special Event

44,682

14%

Trade Show

13,951

4%

325,692 Room Nights

Percentage

Banquet

1,200

6%

Consumer Show

1,540

7%

Convention

11,573

54%

Meeting

3,527

16%

Special Event

2,468

11%

Trade Show

1,187

6%

Total: Event Type

21,495 Gross Revenue

Percentage

Banquet

$1,554,238

22%

Consumer Show

$1,209,846

17%

Convention

$1,925,928

27%

Meeting

$1,273,187

18%

Special Event

$559,118

8%

Trade Show

$570,218

8%

Total:

23

Attendance #

Banquet

Event Type

event gross revenue

319

Total:

room nights by type

Percentage

Total:

attendance by type

# of Events

$7,092,535


s a les &

Marketing Advertising

Online Marketing

Throughout 2016, ads were strategically placed in both local

From website analytics to social media, the Convention

and regional publications, including online and print media.

Center continues to see online growth. In the first quarter

Advertisements were placed in Facilities and Destinations,

of 2016, the Convention Center invested in converting to

Facility Manager, Meetings Focus, Midwest Meetings,

a responsive website design, making our website more

Missouri Meetings and Events, St. Louis Business Journal, St.

mobile and tablet-friendly and keeping us in good-standing

Louis Post Dispatch, Small Business Monthly, and more. The

with Google’s algorithms which prioritize sites with mobile-

facility also continues to partner with the St. Charles CVB,

friendly designs. The investment paid off, resulting in a 1.88%

leveraging allocated advertising dollars to target local and

bounce rate in 2016, down over 30% from the previous year.

regional meeting, convention, and trade show events.

Google Analytics also reported a 22% increase in unique page views and an increase in pages per visit.

To stay relevant in the St. Louis bridal market, Spectra partnered with St. Louis Best Bridal, a client that hosts

Google Reviews saw a dramatic increase in 2016 as well

two bridal shows per year at the Convention Center. This

with 74 total reviews at year end, a 722% increase over the

on-going partnership included presence in their print

previous year, and a 4.3 star rating.

publications, listings in online marketplaces, custom eBlasts, and participation in their 2016 St. Louis area bridal shows.

The Convention Center continues to utilize Social Media to

Additionally, the Center was a sponsor of the Best Bridal

connect with our patrons. Likes on our Facebook page saw

“Groom’s Cake Dive” at Busch Stadium.

a 30% increase in 2016 and Twitter followers saw a 15% increase.

SALES The sales department participated in multiple trade shows and sales blitzes, delivering information to targeted markets and clients. Sales blitzes included a Girl Scout themed blitz, handing out boxes of Thin Mints creatively wrapped in information about the Convention Center (see photo to the right) to potential clients and a “Make your Event Sparkle” theme around Independence Day, handing out sparklers creatively packaged with information about the facility. Trade shows attended include ASAE Annual Meeting, Connect Marketplace, iMEX America, MSAE Fun Fest, Joint Meeting Planners Trade Show, and Missouri Meetings & Events Expo.

24


the n ational

Marketing Plan The National Marketing Plan is Spectra’s corporate-based advertising initiative that allows the Convention Center to have advertising exposure at a national level for a reduced cost. The total value of the program in 2016 was $230,000 and the Convention Center was represented in all components for an annual investment of only $9,300.

Advertising

Communications

The St. Charles Convention Center receives exposure in

The Center receives exposure in the reoccurring eNews blast

the cooperative advertising program, which is valued at

to industry contacts, including meeting and event planners.

$57,000 annually. This includes venue listings in two page

It allows us to promote our hot dates and discounted

spreads and/or full page ads in publications such as Trade

rates and feature our venue in regional spotlights. This

Show Executive, Small Market Meetings, and Facilities and

also includes our venue listing in the digital and printed

Destinations, plus the ability to purchase exclusive SCCC ads

Convention Center brochure, which is distributed at industry

at reduced costs.

trade show events and promoted interactively online.

GPS Database

Trade Shows

Spectra sales staff at the venue have access to the GPS

St. Charles is represented in the National Trade Show

database of over 20,000 contacts for prospecting and lead

Program, which is valued at over $50,000. For relevant

sharing. If another Spectra venue has a piece of business

shows in certain markets, sales staff at the SCCC have the

that would work well in our market, the lead is routed

ability to attend shows in the Spectra booth. This year SCCC

properly through this system to be prospected here locally.

was represented at iMEX, ASAE, and Connect Marketplace.

iMEX America 2016 25


c o mmunit y

Involvement Charity Committee

Helping Hands for the Holidays

The St. Charles Convention Center’s Charity

The eighth annual Helping Hands for the Holidays (HHH) charity event

Committee organizes the Center’s community

was hosted on December 15, 2016. This community outreach event is

efforts. The Charity Committee encourages

one of the largest in the area and is designed to assist those in-need

staff to participate in, or donate to, charitable

within our community.

events including Helping Hands for the Holidays, Jeans Days, and more.

Fundraisers In 2016, the Charity Committee implemented nine Jeans Days as a means to raise funds for charities, including We Love St. Charles and Helping Hands for the Holidays. Through employee donations and building matched contributions, $2,135 was raised throughout the year, a 44% increase over 2015.

Highlights from this year’s Helping Hands event include: •

Served over 1,850 meals, making this year’s event the largest attended event in HHH history

Administered 90 flu shots, eye exams for children, and distributed information on additional assistance options

Gave away over 750 winter coats, hats, gloves, scarves, and blankets

Collected and distributed 475 bags of personal care items

Hosted 21 exhibitors

Transported individuals and families in need of a ride from six pickup points in St. Charles County

Helping Hands for the Holidays 2016

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c ustomer

Comments “Thanks for making our meetings an overall BEST. We simply couldn’t get the good reviews without your help and support.”

“Very professional, quality facilities, great staff.”

“We received nothing but glowing remarks for the facility and the food.”

Marcia Moore

Mike Kenagy

Lake of the Ozarks Marine Dealers Association

Barry Bergman

Bergman/Mahoney Wedding

Helena Chemical Company

“From start to finish - from our first encounter to our last encounter everyone was amazing!! Thank you for such a wonderful event!!!”

Carol Elmendorf

Elmendorf/Wandersee Wedding

“We enjoy working with and holding our annual party at the St. Charles Convention Center and working with the wonderful staff. Facilities are great, everything is clean and new looking.”

Patti Carr

World Wide Technology “Excellent venue to hold a meeting staff was great and planning the event went smoothly without any problems”

“Once again, a successful event!”

Susan Wright

Laura Whitehead

Novo Nordisk, Inc.

“St. Charles Convention Center is a very nice facility. I would definitely return for another event.”

Sue Kaupang

Collins & Hermann, Inc.

“Thank you for helping us pull off a flawless wedding! We are thrilled with how everything turned out!”

Ryan Dunn

Clark/Dunn Wedding

“A wonderful place to have a party. The rooms are so extremely spacious and very inviting.”

Sam & Sheryl Rowley R&A Contracting

City of St. Charles, Missouri

“We were very satisfied. In 13 years of putting on these banquets, many members thought this was the best one ever.”

“St. Charles Convention Center has been a wonderful venue to honor the men & women who have made the ultimate sacrifice. Thank you for everything to make our event successful.”

Geoff Waldron

Chief Rick Knox

St. Charles Serra Club

27

SLAPCA Prayer Breakfast


clie nt

Testimonials

28


29


f u t ure

Outlook Desired State

Future Outlook

We started 2017 with $172,000 more on the books

The sales team will continue to solicit, make outside

than 2016. Our revenue goal for 2017 has increased to

sales calls, and entertain contacts with local corporate,

$6,835,000, over a 6% increase from last year’s goal of

association, and specialty markets. The SCCC Team plans to

$6,435,000.

go on monthly local sales calls and quarterly sales missions with the CVB.

For 2017, we are estimating total revenues to be based on the following event mix:

Conventions will continue to be a focus for future years,

32% Conventions

which allows us to better saturate our calendar with

22% Banquets

larger business associated with room nights. There are 29

16% Consumer Shows

conventions definite for 2017 with 14,700 room nights; 10

15% Meetings

definite for 2018 (6,200 rooms); six (6) definite for 2019

8% Special Events

(6,400 rooms); and two for 2020 (1,500 rooms). Two (2)

7% Trade Shows

are firm for 2017 (1,900 rooms) and three (3) are firm for 2018 (1,800) rooms). From 2018 and on, we are working

As of March 2017, we have over 20,700 definite room nights

several large conventions in tentative status with over

with another 5,000 in tentative and firm status. Conventions

27,000 rooms.

are, and will continue to be, a focus for future years, which allows us to better saturate our calendar with larger business

The sales team will continue to work hard to find the right

associated with room nights. We can then place all the

events to fill the open dates we have by essentially “booking

other pieces of business into our available space, focusing

smarter” and asking the right questions; we no longer book

on mid-week trade shows and short term business to fill the

an event mid-week during an empty week. All departments

Exhibit Hall in hopes of increasing our occupancy.

will continue to provide outstanding customer service to assist in creating strong client relationships to help 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 we have in 2017 as well as how well the sales team continues to book future years.

30


professi

e lopm nt

l de ona ve

STAFF

PARKING LOT RECEIVED

Excellence in Paving Award

ATTENDED FACILITY DUDE

IAVM ICCC

EDUCON

IMEX + MORE

MISSOURI DEPARTMENT

CATERSOURCE

319

New

EVENTS HOSTED

6 EMPLOYEES PROMOTED

OF TRANSPORTATION

1GB FIBER

BEVERAGE SPONSOR

TWO YEARS

CONNECTION

ADDED TO THE FACILITY

IN A ROW

CO NTEST

CONTRACT 2 ALL STAFF

RENEWED

TRAININGS

NEW HIRES

39 PART-TIME

6 FULL-TIME

CONVENTION

CENTER BLVD.

ON & OFF RAMP = EASY ACCESS TO THE FACILITY

EMPLOYEE

HOLIDAY PARTY

NEW

Customer Service program revealed & EMPLOYEE RECOGNITION!


One Convention Center Plaza St. Charles, MO 63303 Local: 636.669.3000 Toll Free: 877.896.SCCC StCharlesConventionCenter.com

@StCharlesConven

SpectraExperiences.com

2016 Annual Report  

St. Charles Convention Center managed by Spectra Venue Management

2016 Annual Report  

St. Charles Convention Center managed by Spectra Venue Management

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