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San Diego Convention Center Fiscal Year 2011 Overview Key Metrics Show Solid Performance Hotel room nights, attendance and tax revenues all held strong in FY 2011 after a rebound in FY 2010 from the dramatic drop due to the economic downturn. Slight increases were seen in overall economic impact, direct attendee spending, hotel room nights and number of events in FY11. The continued strength now shows two years of solid performance after key performance metrics were down sharply in FY 2009 including a drop in overall attendance of 13%, a 7% drop in the total number of hotel room nights and a 33% drop in total tax revenues. Despite these drops, the Center still had the third strongest year in primary attendance, hotel room nights and primary events in FY09. Summary of FY11 Metrics: In the original PriceWaterhouse Coopers study, it was projected that attendance for primary events should increase by 115,000-210,000 delegates over current attendance figures. That average was 295,000. Therefore our “goal� for primary attendance should fall between: 410,000 - 505,000 attendance FY11 primary attendance is projected to be 557,328 delegates. Using the same methodology for room nights and direct delegate spending, our range of success should fall between 604,594 - 670,721. This is a slight increase from 557,237 in FY10. FY11 room nights are projected to be 735,097. This is an increase from FY10 of 709,298. Direct Delegate Spending should now fall between $362.5 million - $402.1 million FY11 Direct Delegate Spending is expected to be $596.2 million. Spending by attendees increased from FY10 of $530.2 million in FY10.

FISCAL YEAR 2011 HIGHLIGHTS Fiscal year 11 was a year of continued strength following a strong FY10. The growth of key economic metrics shows that the industry has begun to recover from the downturn. The building had the third strongest year in terms of primary attendance, hotel room nights and primary events. Slight increases were seen over FY10 in economic impact, direct attendee spending, hotel room nights and primary attendance.


Below are the highlights for FY10. Economic Impact - $1.43 billion dollars, the 3rd highest amount since the building opened. Only FY08 and FY 07 were stronger. Direct Delegate Spending - $596.2 million dollars, again the 3rd highest amount in the convention center’s history. This increase is particularly strong given the decline in hotel room rates caused by the economic downturn. 735,097 total room nights – an increase of 3.6% from FY10 and the 3rd highest number since the building opened. Estimated TOT revenues for FY11 are $19.5 million. A slight increase over FY10 reflecting a slow recovering in room rates. $20.2 million in Total Taxes. 221 events, an increase from 165 total events in FY10 due largely to the significant increase in short-term events which dropped from 177 in FY09 to 99 in FY10. Attendance Overall attendance, both primary and secondary, remained flat. 797,864 total attendance, a slight increase from FY10 of 786,403. 557,328 total primary business attendance. Primary attendance was 557,237 in FY10. 514,221 total convention/trade show attendance, a slight increase from FY10 of 511,452 attendees. Average Attendance per event Fiscal Year FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11

# of Events 250 231 233 224 283 219 234 248 165 221

Total Attendance 725,284 810,784 895,358 860,258 950,710 973,968 970,340 865,813 786,403 797,864

Average per Event 2,901 3,510 3,843 3,840 3,359 4,447 4,147 3,491 4,766 3610


Primary Business Attendance Overview

700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 FY11 Fy10 Fy09 Fy08 Fy07 Fy06 Fy05 Fy04 Fy03 Fy02

557,328 total primary business attendance, flat from FY10. Convention & Trade Show attendance reached 514,221 total delegates. National Tradeshow attendance was 16,378. Corporate/Incentive attendance doubled from FY10 to 22,045 from 11,400 in FY10. Medical Show Attendance 97,140 Fy03

120,627 136,954 126,329

Fy05 99,549 Fy07

143,840 174,879

Fy09

93,420 95,090

FY11

172,895 0

50,000

100,000

150,000

200,000

Medical Shows – the facility hosted 17 medical events with 172,895 attendees, a substantial increase from the 95,090 total attendees in FY10.


Building Occupancy Building occupancy steadily increasing since the opening of the expansion, hitting an all time high of 74.2% in FY07 before dropping in FY09 and FY10. Occupancy is considered at maximum range anytime it is over 70% full. Fiscal Year 2011 saw a drop in occupancy to 61.1%, down from 65.2% in FY08. 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% FY11 Fy10

Fy09

Fy08

Fy07

Fy06

Fy05

Fy04

Fy03

Fy02

Local Market Overview 240,536 total secondary business attendance. An increase of 5% over last year’s attendance of 229,166. Consumer Show attendance of 120,087, down from 124,555 in FY10. Meeting/Seminar attendance was 51,312, up significantly from last year’s number of 38,720. Community events generated more than 44,337 in attendance in FY10. Over 6,185 people attended an F&B event. FY12 Preview The convention center is projecting to: Host 70 primary events have been booked with an estimated 587,350 attendees; Generate total economic impact over $1.44 billion dollars. Up from FY11, but still below record $1.8 billion mark set in FY08.


Surpass $21 billion in economic impact since the building opened in 1989; Surpass 12.5 million room nights booked since the opening of the building; Exceed $409 million in total tax revenues since opening; And surpass 17 million total attendees. Attendance Attendance appears to have stabilized in primary markets, and signs are improving in the secondary marketing. Primary business attendance is projected to increase slightly over FY11. Total of 587,350 out-of-town attendees expected. There are still some events that are tentative and it does not take into consideration shortterm primary business bookings such as corporate incentives that book within a small timeframe. Economic Impact Will surpass $1 billion for the 8thth year in a row. Currently projected to be $1.44 billion. Hotel Room Nights The convention center is expected to produce 765,775. room nights, an increase. Tax Revenue An estimated $18 million in TOT tax revenues and $1.01million in Sales Tax revenues are expected to be generated in FY12 by events held in the convention center. FY12 Highlights Month July

August September

Comic-Con International hosts its 43nd gathering. The event is the largest primary business event in terms of attendance at approximately 140,000 attendees. SPIE brings 6,000 out-of-town visitors and generates $22.3 million in economic impact. Narcotics Anonymous World Services


October

November

December January February March

April May June

Incorporated brings 18,000 out-oftown attendees and generates $64.4 million in economic impact. National Electrical Contractor Association brings 7,000 out-of-town visitors and generates $26 million in economic impact. American Speech Language Hearing Association brings 13,000 out-of-town visitors and generates $32 million in economic impact. American Society of Hematology brings 18,000 out-of-town visitors and $62.1 million in economic impact. PCMA Convene brings 3,300 meeting planners and generates $10.9 million in economic impact. IPC-APEX Expo brings 6,500 attendees to the Center and generates $22 million in economic impact. American Academy of Dermatology Annual Meeting brings 17,000 out-oftown visitors and $59.9 million in economic impact. Experimental Biology brings 15,000 out-of-town attendees and generates $54.2 million in economic impact. Digestive Disease Week brings 20,000 out-of-town attendees and generates $83.4 million in economic impact. Cisco Live brings 14,000 out-of-town attendees and generates $59 million in economic impact.

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Fy11 sdcc overview  

Fy11 sdcc overview  

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