FY 22-23 Visit Corpus Christi Annual Report

CORPUS CHRISTI ANNUAL REPORT Visit Corpus Christi

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FY 2022-2023

TABLE OF CONTENTS Organization

Convention Sales & Services

4

Letter from the CEO

58

Convention Sales & Services Strategy

5

2023–2024 Board Members

60

Performance Metrics

6

Who Are We at Visit Corpus Christi

62

Group Incentive Plan Fund

8

Economic Impact of Tourism

64

SkillsUSA Texas

10

Strategic Initiatives

66

FAM Tour

12

State of Tourism Gala

67

Houston Sales & Social

16

Community Perspective Survey

68

Top 5 Wins of the Year

18

Short Term Rental & Hotel Performance

20

Top 5 Wins of the Year

Marketing & Communications

Sports Commission

70

Sports Commission Strategy

72

Performance Metrics

22

Marketing & Communications Strategy

74

SportsETA Symposium Activation

24

Visit Corpus Christi Campaigns

76

Definite Booking Metrics

29

Performance Metrics

78

Top 5 Wins of the Year

32

Gulf Coast Capital Community Night

34

Public Relations Initiatives

40

Top 5 Wins of the Year Experience Development

42

Experience Development Strategy

44

Insight into the Visitor Experience

50

Workforce Development

54

Gulf Coast Capital Store Retail

56

Top 5 Wins of the Year

Film & Music Commission

80

Film & Music Commission Strategy

82

Coastal Bend Music Industry Symposium

83

Music Friendly Designation

84

Top 5 Wins of the Year Budget & Financials

86

FY 23-24 Annual Budgets

ANNUAL REPORT

ORGANIZATIONAL STRATEGY

Dear City of Corpus Christi, To say that Visit Corpus Christi transcended the barriers of the tourism industry this year would be an understatement. In the past year, this growing team not only accomplished their goals, but also exceeded expectations with insanely bold initiatives that have left a mark on the local, regional, national, and international tourism industries.

This year, we saw great success with several major initiative launches including our Corpus Christi Tourism Grant Program, a source of funding for businesses aimed at elevating visitor experiences. Additionally, we set our sights on pushing music and media in our destination with the creation of the Corpus Christi Music Commission, and even received the Texas Music Friendly designation by the State of Texas within the same year. Last, but certainly not least, we showcased the coastal vibrancy and flavors of Corpus Christi on the international stage of IPW, the U.S. Travel Association’s largest travel tradeshow in the world, bringing together trade and media from every corner of the globe. If you think these projects are something to rave about, this is only a glimpse of the countless wins that Visit Corpus Christi experienced over the past year.

Every year our team takes the time to compile the accomplishments from the previous year, and for the past three years, when I reflect on those accomplishments, I feel an immense sense of pride knowing that we have kept the momentum going. As an organization that truly operates out of our established values, mission, and vision, every year we are able to cover even more ground than the year before, all in the name of the Gulf Coast Capital!

On behalf of the Visit Corpus Christi team and board of directors, I am thrilled to present our 2022-2023 Annual Report.

Brett Oetting Visit Corpus Christi President & CEO

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ORGANIZATIONAL STRATEGY

ANNUAL REPORT

2023–2024 executive committee SAM CANAVATI CHAIR

RICHARD LOMAX VICE CHAIR

NATALIE VILLARREAL SECRETARY

CHRIS HAMILTON TREASURER

DEVEN BHAKTA IMMEDIATE PAST CHAIR

PETER ZANONI AT-LARGE

MAYOR PAULETTE GUAJARDO AT-LARGE

board of directors Members At Large

Lodging

Attractions

CHRIS HAMILTON

DEVEN BHAKTA

JENNIFER VELA

Victory Building Team

ZJZ Hospitality Inc.

Texas State Aquarium

JENNIFER LIRA

AMY GRANBERRY

STEVE BANTA

Citgo

Port Royal Ocean Resort

USS Lexington Museum

LATOYA RODRIGUEZ

KRYSTOF KUKEWICZ

ZACK JURASEK

Rose Soiree

Omni Corpus Christi Downtown

Glow Row

MICHELLE BRASELTON

ALEX HARRIS

Keller Williams

Brite Star Development

NATALIE VILLARREAL Del Mar College

Restaurant SAM CANAVATI

RICHARD LOMAX

Durill Properties

WaterStreet LTD.

Ex Officios PETER ZANONI

DERRICK MAJCHSZACK

MIKE CULBERTSON

City of Corpus Christi

Regional Transportation Authority

PAULETTE GUAJARDO

LISA HINOJOSA

Corpus Christi Regional Economic Development Corporation

City of Corpus Christi

Port of Corpus Christi

BRADY BALLARD

ADRIAN RODRIGUEZ

Corpus Christi Hooks

Texas A&M University - Corpus Christi

KEVIN SMITH

BRETT OETTING

Corpus Christi International Airport

Visit Corpus Christi

ANGIE FLORES Representative Todd Hunter’s Office

CINDIE GONZALEZ Representative Abel Herrero’s Office

Visit Corpus Christi • 5

WHO we are Executive Summary Serving as the Destination Marketing Organization for the city of Corpus Christi, Visit Corpus Christi strives for continued growth in the new four-year strategic plan. With the support of our local community, stakeholders, and city leaders, Visit Corpus Christi continues to advance in its goal to help the city become the “Gulf Coast Capital” of Texas making us one of the top travel destinations in Texas.

Annually, Corpus Christi welcomes over 10 million visitors who spend $1.4 billion, generating $30+ million in sales tax revenues, and contributing 26% of citywide sales tax collections. Visit Corpus Christi is committed to our community and the need of community shared value. It is important to the organization that our residents understand the impact tourism has on the local economy and shares the sentiment of our vision in “Creating a better community by sharing Corpus Christi with the world.” Our growing economy, convention facilities, sports venues, hotels, and experiences are the key to making Corpus Christi the best place to live and visit.

Destination Marketing Accreditation Program To achieve DMAP accreditation, Visit Corpus Christi was required to undergo an intensive application process and demonstrate continued adherence to the highest level of industry standards. Visit Corpus Christi demonstrated compliance by meeting and exceeding the extensive list of industry standards and joins the ranks of more than 200 destination organizations globally that have obtained DMAP recognition.

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ORGANIZATIONAL STRATEGY

ANNUAL REPORT

our values bold

true

driven

collaborative

unifying

inclusive

our mission STRENGTHENING OUR COMMUNITY BY SHARING CORPUS CHRISTI WITH THE WORLD

our vision TO BECOME THE GULF COAST CAPITAL FOR YEAR-ROUND EXPERIENCES & EVENTS

Visit Corpus Christi • 7

ANNUAL REPORT

ORGANIZATIONAL STRATEGY

last year in

CORPUS CHRISTI Visitors Spent $1.44 billion in our community.

tourism's impact is enough to fund:

Without tourism, each household would need to spend an additional

$12,288 ANNUALLY in local

establishments.

that's the power of travel.

Economic Impact Study A study on Corpus Christi’s travel and tourism industry revealed that it surpasses other Texas beach destinations in terms of economic impact. The study, conducted by the Visit Corpus Christi research team, used data from Dean Runyan Associates, Source Strategies, and STR Inc. to analyze overnight hotel stays and lodging revenue. The report highlights Corpus Christi’s leading position among coastal destinations like Galveston, South Padre Island, Port Aransas, and Rockport.

8 • 2022-2023 Annual Report

Scan to read more on our Economic Impact of Travel in Corpus Christi

ORGANIZATIONAL STRATEGY

ANNUAL REPORT

BUILD A PLACE PEOPLE WANT TO VISIT: THE DESTINATION MANAGEMENT CYCLE If you build a place where people want to visit, you’ll build a place where people want to live.​

If you build a place where

If you build a place where

business needs to be, you’ll

people want to live, you’ll

build a place where people

build a place where people

have to visit.

want to work.

If you build a place where people want to work, you’ll build a place where business needs to be.​

2023-2027 Strategic Plan As Visit Corpus Christi wraps up the third and final year of its three-year strategic plan, which commenced in September 2020, the organization takes great pride in announcing the successful realization of its vision to become the Gulf Coast Capital for coastal and outdoor recreational experiences. Upon reflection of this transformative journey, Visit Corpus Christi looks back on the exceptional milestones and objectives it has accomplished.

Inclusive Community Alignment Visit Corpus Christi forged community unity through collaboration and local partnerships, promoting tourism’s importance. These efforts solidified its presence and garnered widespread community support for tourism’s role in the Gulf Coast Capital’s growth.

Driven Organization Visit Corpus Christi’s unwavering commitment drove them to successfully complete the entire strategic plan, solidifying their position as a leading force behind Corpus Christi’s continued positive economic growth. They remain determined to maintain their drive in shaping the city’s prosperous future.

Bold SMarketing Visit Corpus Christi boldly transformed its approach, overhauling sales and marketing, introducing a new brand, and engaging target market meeting planners. The organization also created the Corpus Christi Sports Commission and the Film & Music Commission, driving tourism through top-tier events, film locations, and sports attractions.

Collaborative Experience Development Through Visit Corpus Christi’s tireless efforts, they achieved remarkable results in elevating visitor satisfaction, culminating in the successful launch of a state-of-the-art visitor center and the innovative Gulf Coaster Program. They are dedicated to continually crafting exceptional and distinctive experiences that captivate not only visitors and meeting planners but also enrich the entire Corpus Christi community.

10 • 2022-2023 Annual Report

Inclusive Community Alignment

Driven

Bold

Organization

SMarketing

Collaborative Experience Development

key initiatives

Continue to build a global brand

Advocate and support redevelopment of the Convention Center

Cultivate resident and community support for tourism and VCC

Obtain a new, improved contract with the City of Corpus Christi

Continue to grow domestic land sports and international water sports

Promote and support development of new youth sports facilities

Promote regenerative tourism through environmental, sociocultural, and economic sustainability

Renew DMAP Certification “with distinction”

Expand group sales strategy for emerging opportunities

Complete a Destination Development Strategy to include the islands, North Beach, and Downtown

Leverage PATH to improve the tourism and hospitality workforce

Develop an employee retention and professional development plan

Create a film and music sales strategy

Work with CCIA to improve air service

Strengthen collaboration with key industry and community organizations

Capitalize on new technology and innovation trends

Identify and promote signature events to enhance off-peak seasonality

Promote cleanliness and beautification initiatives for the area

Enhance relationships and collaboration with City/State

Enact Tourism Diversity Matters strategic initiatives to improve regional social inclusion, welcoming, and belonging

Visit Corpus Christi • 11

State of tourism gala & hospitality awards The Corpus Christi community came together on November 16, 2023, at the State of Tourism Gala and Hospitality Awards, where a total of 21 awards honoring professionals who keep the tourism and hospitality industry thriving were presented. Held at the Omni Hotel, the gala provided a platform to celebrate the vibrancy of the tourism and hospitality sectors, as industry professionals and the community celebrated in a coastal cocktail atmosphere, fostering connections and support for these vital sectors.

12 • 2022-2023 Annual Report

Visit Corpus Christi • 13

ANNUAL REPORT

ORGANIZATIONAL STRATEGY

corpus christi leaders recognized with awards of excellence

CASEY LAIN

BRADY BALLARD

LEADERSHIP AWARD

LEADERSHIP AWARD

LIVELY BEACH RESORT LEADERSHIP AWARD

STATE REPRESENTATIVE TODD HUNTER LIFETIME ACHIEVEMENT AWARD

14 • 2022-2023 Annual Report

Congratulations to the 2023 winners LIVELY BEACH RESORT

PRESANA HOMES

HOTEL OF THE YEAR

SHORT TERM RENTAL OF THE YEAR

MARTA MARCENAS

DANIELA VELEZ

HOUSEKEEPER OF THE YEAR

FRONT DESK AGENT OF THE YEAR

JACKIE RAY

BELLINO RISTORANTE

SALES PERSON OF THE YEAR

RESTAURANT OF THE YEAR

DEAN SPRAGUE

DORINA PEREZ-SMITH

CHEF OF THE YEAR

SERVER OF THE YEAR

NUECES WHISKEY LIBRARY

BELIA ORTEGA

BAR OF THE YEAR

BARTENDER OF THE YEAR

TEXAS STATE AQUARIUM

GLOW ROW

LARGE ATTRACTION OF THE YEAR

SMALL ATTRACTION OF THE YEAR

MAGGIE FREEBORN

RACHELLE BANDA

TOURISM TRAILBLAZER OF THE YEAR

FRONT OF THE HOUSE

AMY GOLDSEN

BREANNE BEAL

HEART OF THE HOUSE

CC UNDER 35 TOURISM PROFESSIONAL OF THE YEAR

Visit Corpus Christi • 15

ANNUAL REPORT

ORGANIZATIONAL STRATEGY

Residents’ Views on Tourism in Corpus Christi Visit Corpus Christi partnered with MMGY Global to conduct a survey of Corpus Christi residents. The goal of this survey was to understand how the community views tourism, understand how it views the city itself, and understand what issues are important to Corpus Christians. This process is central to the operation of the organization, and focusing on the intersections of resident and visitor needs means maximizing the impact on the community.

TOURISM BUILDS COMMUNITY

81%

85%

66%

say tourism is very or

say tourism encourages

say tourism is an important

extremely important to

investment in our local

factor for making our community

Corpus Christi

economy

a great place to live

only 15%

73%

think tourism brings too many

want to see tourism

people to Corpus Christi

more developed

16 • 2022-2023 Annual Report

79% believe it is important for the local government to help bring in conventions, conferences, sporting events, concerts, and film festivals

COMMUNITY PRIDE INCREASING

59%

69%

are proud to live in

consider themselves ambassadors

Corpus Christi

for Corpus Christi

7% from 2021

6% from 2021

ADVOCACY IS GROWING

66%

71%

provide visiting friends and

often recommend tourist

take friends and relatives

family web links to help

sites to visitors

to local tourist places when

them plan their trip

8% from 2021

7% from 2021

80% hosting them

7% from 2021

Visit Corpus Christi • 17

ANNUAL REPORT

ORGANIZATIONAL STRATEGY

Short Term Rental & Hotel Performance Hotels began the year at a steady pace with last year’s numbers before economic pressures slowed travel in the summer months. Short-term rental revenue continued to grow each month, with increases during the summer resilient to economic conditions. Combining the two, more taxes from this revenue were generated this year.

hotels

2022 2023

Fiscal Year End AirBnB

2022 2023

Fiscal Year End vrbo

2022 2023

Fiscal Year End 18 • 2022-2023 Annual Report

ORGANIZATIONAL STRATEGY

Hotels

AirBnB

ANNUAL REPORT

METRIC

VS PREV. FY

1.812M Room Nights

-3%

$190.892M Revenue

-3%

$105 ADR

+0%

$58.40 RevPAR

-3%

307.6K Room Nights

+23%

$63.3M Revenue

+17%

$206 ADR

-5%

$88 RevPAR

+5%

221.3K Room Nights

-1%

$54M Revenue

-7%

$244 ADR

-6%

$102 RevPAR

-8%

$15.44M Collected

+1%

VRBO

Hotel Occupancy Tax

ANNUAL REPORT

ORGANIZATIONAL STRATEGY

organizational

top 5 wins of the year

Organization Expansion

1

Visit Corpus Christi successfully expanded its organizational achievements through overall marketing initiatives, including the expansion of the Sports Commission, the Film & Music Commission, and international public relations. These efforts not only helped position Corpus Christi on the map as the Gulf Coast Capital, but also solidified Corpus Christi’s global presence, marking a major milestone in the city’s influence.

Cultural Achievement Visit Corpus Christi proudly distinguished itself as a trailblazer in the tourism sector, being among the first of five organizations nationwide to complete the transformative Diamond Inclusiveness

2

Survey. This internationally acclaimed tool evaluated the organizational landscape, directing Visit Corpus Christi towards a more diverse, equitable, and inclusive future. This commitment to advancing organizational values earned Visit Corpus Christi the esteemed Culture Achievement Award, an award given to the top 4% of organizations in the country, rooted in a workplace culture survey conducted by a leading national HR consultancy. The achievement underscores the organization’s position at the forefront of nurturing a positive and inclusive workplace culture.

VCC Finalizes New 4-Year Strategic Plan To develop their new four-year strategic plan, Visit Corpus Christi hosted two town hall meetings and a DestinationNext Assessment review. The town hall meetings consisted of collecting

3

feedback from community stakeholders and partners regarding their ideas on how Corpus Christi can continue to grow as a destination, while the DestinationNext Assessment review allowed VCC staff to identify strengths, weaknesses, and opportunities for development. The VCC Board of Directors, along with the full staff of the organization, then conducted a strategic planning workshop to chart the course for the next four years, followed by the Board of Directors finalizing the four-year strategic plan and a refreshed mission and vision statement for the organization.

20 • 2022-2023 Annual Report

Next Level Marketing on an International Level Visit Corpus Christi’s Marketing & Communications team experienced a defining period of

4

innovative initiatives and strategic marketing efforts by targeting Canadian and Mexican markets, extending the reach of Corpus Christi’s appeal and fostering connections that transcended borders. The seasonal marketing initiatives and captivating outdoor activations painted a vivid picture of the city as a destination worthy of exploration and captivated diverse audiences. These initiatives not only took creative branding to new heights, but also ensured that each initiative resonated with the unique vibe of Corpus Christi.

State of Tourism, Hotel Revenue Summit, and the Tourism and Hospitality Workforce Summit Visit Corpus Christi hosted the inaugural State of Corpus Christi Tourism and Hotel Revenue

5

Summit, where global industry experts spoke with local hoteliers and hospitality partners about the state of travel, proving that when we work together, we grow together. As part of Visit Corpus Christi’s commitment to developing high-value opportunities for partnership, education, and workforce development, they also hosted the first of its kind Tourism & Hospitality Workforce Summit. This event brought together industry leaders, educators, and workforce developers to share knowledge, exchange ideas, and collaborate on strategies for developing a strong, capable workforce that will drive the growth and success of our industry for years to come.

Visit Corpus Christi • 21

marketing and communications strategy MARKETING MISSION To position Corpus Christi as the Gulf Coast Capital - a tourism destination with unique, outdoor recreational experiences by influencing measurable overnight visitation from core audience segments to the Corpus Christi area and extending their length of stay.

Meet The Team

Emily Zertuche, CTE

kathryn hyatt

Danielle galindo

america segura

erica tamez

Chief Marketing Officer

Sr. Director of Marketing

Creative Director

Public Relations Manager

Strategic Implementation Manager

Savannah garza

Jackie gonzalez

Hannah Ryan

kylie marchitello

morgan gunter

Marketing Manager

Staff Writer

Graphic Designer

UI/UX Designer

Communications Coordinator

22 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

executive summary In the dynamic landscape of the 2022-2023 fiscal year, Visit Corpus Christi’s Marketing & Communications team experienced a defining period marked by innovative initiatives and strategic efforts to position the city as the Gulf Coast Capital.

Venturing beyond its shores, Visit Corpus Christi set its sights on international horizons. By targeting its marketing efforts toward the Canadian and Mexican markets, the organization sought to extend the reach of Corpus Christi’s appeal, fostering connections that transcended borders.

The organization’s notable accomplishments during this period included a prominent presence at the international tradeshow IPW in San Antonio, Texas. Here, Visit Corpus Christi proudly unveiled its largest activation installation, capturing the attention of a global audience and leaving an unforgettable impression on industry professionals and potential visitors alike.

Within the community, Visit Corpus Christi committed to fortifying its influence through elevated advocacy efforts. Strengthening ties with local stakeholders, the organization became a positive force, seamlessly weaving its presence into the very fabric of Corpus Christi. Nationally, the organization’s story unfolded in the northern and central regions of the nation. Through seasonal marketing initiatives and captivating outdoor activations, Visit Corpus Christi painted a vivid picture of the city as a destination worthy of exploration.

Diverse audiences were captivated, drawn in by the allure of the coastal gem.

With a focus on customization and targeted marketing, the Marketing team took creative branding to new heights, ensuring that each initiative resonated with the unique vibe of Corpus Christi.

As the chapter on the 2022-2023 fiscal year comes to a close, Visit Corpus Christi’s Marketing & Communications team stands at the intersection of achievement and promise. Each goal in the strategic plan has been realized, and the organization’s bold commitment to positioning Corpus Christi as the Gulf Coast Capital paves the way for continued success in the chapters that lie ahead.

Visit Corpus Christi • 23

Corpus Christi Goes Global at IPW 2023 Visit Corpus Christi transcended the boundaries of the travel and tourism industry by unveiling a new international strategy at IPW 2023. Visit Corpus Christi proudly participated in IPW 2023, a significant event that brought together travel professionals and industry leaders from around the globe. This international trade show provided a unique platform for Visit Corpus Christi to showcase the rich cultural aura of the Gulf Coast Capital. By forging valuable connections through one-on-one meetings, hosting an immersive familiarization tour, and creating an interactive and bold activation at the IPW closing party, The Gulf Coast Capital was showcased on the international stage.

78

APPOINTMENTS WITH INTERNATIONAL PLANNERS

24 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

Visit Corpus Christi • 25

coast back home

coast back home commercial campaign Visit Corpus Christi launched a Visiting Friends and Relatives (VFR) campaign for in-state potential visitors looking to travel for friends and family during the winter and holiday season. With an invitation to Coast Back Home, the commercial inspired travelers to follow the story of three groups: a father and son, a multigenerational family, and a college-aged couple.

95K

DALLAS

SCAN TO WATCH THE COMMERCIAL

780

IMPRESSIONS

26 • 2022-2023 Annual Report

TOP MARKET

HOURS WATCHED

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

co-op partner campaign Visit Corpus Christi introduced a co-operative marketing campaign initiative, inviting attractions and local businesses to participate in telling the Corpus Christi story. This cooperative effort not only extended advertising outreach but also propelled our partners to unprecedented levels of recognition.

16.6 MILLION

665.9K

TOTAL IMPRESSIONS

FRAME 1

FRAME 2

POTENTIAL VISITORS

FRAME 3

FRAME 4

FRAME 5

Visit Corpus Christi • 27

airport marketing takes flight For the first time ever, Visit Corpus Christi strategically placed advertisements in visitor-heavy out-of-state markets during the busiest time of year at airports to amplify the Corpus Christi story for anticipated seasonal travel. Potential visitors were encouraged with the campaign for Coasting Has Never Been So Easy into Corpus Christi through video-animated ad placements in strategically selected terminals and locations in the Denver and Minneapolis airports.

40,257,792

DENVER CAMPAIGN IMPRESSIONS

9,575,292

MINNEAPOLIS CAMPAIGN IMPRESSIONS

28 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

Paid Media and Ad Metrics Visit Corpus Christi’s 2023 summer marketing campaign, Coast Your Own Way, had a successful run, with results far exceeding expectations. Running from April through August, key campaign insights include over 16 million online engagements.

1.8+ MILLION

16 MILLION

174.5 MILLION

25%

WEBSITE VISITS

ENGAGEMENTS

EARNED MEDIA

FRAME 1

FRAME 2

EMAIL OPEN RATE

FRAME 3

FRAME 4

FRAME 5

Visit Corpus Christi • 29

web metrics Visit Corpus Christi’s website serves as the ultimate hub for information, attracting 1.4 million visitors and accumulating an impressive 4,131,347 page views this year. From a citywide events calendar and interestbased stories to key information about major events, our website is a comprehensive guide for coasting your way through our destination.

4,131,347 TOTAL PAGE VIEWS

57,416

1.4 MILLION

EMAIL SUBSCRIBERS

USERS

2:36

16 MILLION

SESSION DURATION

30 • 2022-2023 Annual Report

ENGAGEMENTS

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

social media metrics Visit Corpus Christi’s social media platforms boast a robust following of more than 457,000 people across six platforms. Through captivating content, we showcase our vibrant community with local businesses, bold attractions, and unique coastal experiences, providing a rich and immersive exploration of Corpus Christi that resonates with our audience of locals and visitors alike.

457, 137

TOTAL FOLLOWER COUNT

372, 000

FACEBOOK FOLLOWERS

44, 700

INSTAGRAM FOLLOWERS

29, 800

TIKTOK FOLLOWERS

8, 573

X FOLLOWERS

1, 150

YOUTUBE SUBSCRIBERS

914

PINTEREST FOLLOWERS

Visit Corpus Christi • 31

ANNUAL REPORT

MARKETING AND COMMUNICATIONS STRATEGY

Visit Corpus Christi hosted the third annual Gulf Coast Capital Night at Whataburger Field in partnership with the Corpus Christi Hooks baseball team. The event served as an opportunity to engage the community, instilling community pride by showcasing Visit Corpus Christi’s mission and vision through a series of swag and jersey giveaways, activations, photo-ops, and furthermore elevating the Gulf Coast Capital and the #CCME campaign for residents.

7,344

IN ATTENDANCE

32 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

Visit Corpus Christi • 33

Riding the Waves of Public Relations The Visit Corpus Christi Public Relations team was thrilled to continue enhancing the Gulf Coast Capital brand through the power of earned media. From securing extensive regional coverage to making waves on the national stage, the annual comprehensive PR strategy propelled Corpus Christi into the spotlight. Even more significant, Visit Corpus Christi is proud to share the dynamic stories and initiatives that have extended our reach across borders, bringing the Gulf Coast Capital now, to a global audience with the beginning of our international public relations efforts.

Top Ten Recognitions 1. The Best Texas Beaches for Every Kind of Traveler – Travel + Leisure 2. 18 Best Beach Towns in the US - Tripsavvy 3. The Many Charms of Corpus Christi – Garden & Gun 4. 15 Road Trips from Houston That Show Off the Best Part of Texas - PureWow 5. Incredible Beyond-the-Midwest Beach Vacations to Book Now – Midwest Living 6. This Popular Corpus Christi Gift Shop Is a Celebration of Latino Culture – Texas Monthly 7. 12 Best Things To Do in Historic Corpus Christi - Travel Awaits 8. Reconnecting Creatively – Small Market Meetings 9. A New Sports Commission Aims to Make This Coastal City a Major Player – Sports Destination Management 10. 13 Best Family Vacations in the South – Trips to Discover

183 MILLION IMPRESSIONS

34 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

Corpus Christi in the Spotlight With a keen eye on growth and exposure, Visit Corpus Christi devised a compelling national PR strategy to engage key national markets and regional publications. The multifaceted plan encompassed media hostings that allowed journalists and travel writers to experience the city’s unique charm firsthand, strategic pitches to prominent publications, media marketplaces/missions, and collaborative efforts with influencers to reach diverse audiences.

Visit Corpus Christi • 35

the transformative power of tourism Visit Corpus Christi has taken a proactive approach to public relations, harnessing the power of travel tradeshows and events in trending markets. Through strategic participation in these hot-market events, Visit Corpus Christi aims to create a buzz around the destination by speaking to consumers first-hand about the destination. This initiative comes to fruition as a grassroots campaign and by promoting Corpus Christi and its offerings as an ideal vacation destination through an information booth with printed collateral handouts, swag giveaways, and in some cases, immersive activations.

List of Events 1. IPW 2023 2. Dallas Travel and Adventure Show 3. Denver Travel and Adventure Show 4. Texas Travel Expo 5. Winter Texan Expo

36 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

Spotlighting U.S. Travel Industry Contributions Visit Corpus Christi celebrated local attractions and businesses with the National Travel and Tourism Week (NTTW) campaign, the annual celebration that highlights the contributions of the U.S. travel industry. This event was locally highlighted through various initiatives, including a multi-media social media marketing campaign, dedication partnership with Domingo Live at the Buc Days Wings Over Texas Air Show, and partner toolkits to invite businesses to participate.

1K

LANDING PAGE VIEWS

50K

VIDEO SPOT IMPRESSIONS

150

PARTICIPATING PARTNERS

Visit Corpus Christi • 37

sharing corpus christi with the world As a part of our introduction to an international PR strategy, the Visit Corpus Christi Public Relations team hosted the first-ever IPW International Familiarization Tour. This groundbreaking 3-day event introduced a group of travel media and trade professionals to the city’s unique blend of nature, culture, and hospitality, providing a firsthand look at the unique attractions that make Corpus Christi an ideal vacation destination.

17

ATTENDEES

13 ARTICLES PUBLISHED

ATTENDEES FROM CANADA, MEXICO, SPAIN, CHILE, BRAZIL, CHINA, GERMANY, AND MORE! 38 • 2022-2023 Annual Report

MARKETING AND COMMUNICATIONS STRATEGY

ANNUAL REPORT

Charting the Course with the Organizational Report At Visit Corpus Christi, we understand the importance of open communication and transparency with our partners and stakeholders. The monthly organizational report is our commitment to providing information, data metrics, and monthly updates through a clear and concise snapshot of our various departments’ activities and progress.

40%

EMAIL OPEN RATE

5%

EMAIL CLICK RATE

ANNUAL REPORT

MARKETING AND COMMUNICATIONS STRATEGY

marketing: top 5 wins of the year

Gulf Coast Capital Goes International, Reaching More Markets and Expanding to Mexico & Canada

1

Using elevated creative marketing, promotional campaigns, and customized content that resonated with diverse audiences, Visit Corpus Christi positioned Corpus Christi as the Gulf Coast Capital, where visitors are invited to “Coast Your Own Way.” Through these various marketing efforts, we were able to expand our reach to national and international markets, amplifying the presence of our destination.

Launch of the Corpus Christi Partner Co-Op Program

2

Visit Corpus Christi introduced a co-operative marketing campaign initiative, inviting attractions and local businesses to participate in telling the Corpus Christi story. This cooperative effort not only extended advertising outreach but also propelled our partners to unprecedented levels of recognition.

Visit Corpus Christi Shows How Much Cooler it is to Coast: Cooler Activation at IPW The Group Incentive Program is aimed at assisting Visit Corpus Christi in attracting and hosting

3

conventions or events that generate a positive economic impact for Corpus Christi and take place at the American Bank Center and other meeting and event venues across the city. This program has proved effective in securing group business to the American Bank Center and Corpus Christi hotel properties. For the fiscal year 2022-2023, over $403,570 in group booking incentives were offered that brought in an estimated $21 million in economic impact for a return on investment of $52: $1.

40 • 2022-2023 Annual Report

Marketing Campaigns Launched in Denver & Minneapolis Airports Corpus Christi was showcased in new ways through stunning video displays of the Corpus Christi

4

beaches during the cold winter to travel-minded markets in the Denver and Minneapolis airports. This innovative marketing technique actively ramped up interest among potential visitors by captivating travelers already in hot market airports.

Marketing Campaign of The Year Presented by Texas

5

Association of Convention and Visitors Bureaus Through creative and strategic efforts for 2023, Visit Corpus Christi won the Marketing Campaign of the Year presented by the Texas Association of Convention and Visitors Bureaus for the 2023 Coast Your Own Way summer campaign.

Visit Corpus Christi • 41

EXPERIENCE DEVELOPMENT strategy EXPERIENCE MISSION To create highly personalized and extraordinary memories.

EXPERIENCE STRATEGY With the success that the Marketing Team has had reaching new visitor audiences, the importance of reaching and engaging with visitors in-market is more important than ever. While measuring the impact each objective has on the overall visitor experience will be hard to quantify, success will be gauged by the following metrics: — Visitor spending per person, per day — Leisure traveler net promoter scores — Average length of visitor stay

Meet The Team

Meredith Darden, Cdme

brittney weise

dalilah maldanado

Rebekah SANTOYO

Chief of Staff

Director of Visitor Services

Visitor Services Coordinator

Retail Coordinator

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EXPERIENCE DEVELOPMENT STRATEGY

ANNUAL REPORT

executive summary In the fiscal year 2022-2023, the Visit Corpus Christi Experience Department achieved significant milestones. We launched the PATH brand, a workforce initiative, highlighted by the Tourism & Hospitality Workforce Summit. This event brought together industry stakeholders to create tailored educational tools.

The Gulf Coasters Visitor Services program expanded with the Gulf Coast Capital Spin & Win Challenge, enhancing visitor engagement through surveys, and we fostered industry collaborations via the Summer Summit and CEO Round-table Series, aligning visions for sustainable tourism growth. These achievements reaffirm our commitment to bolstering Corpus Christi’s tourism economy, ensuring a prosperous future.

Visit Corpus Christi • 43

coast your own way attractions pass performance By leveraging Visit Corpus Christi’s market data, the Coast Your Way Attractions Pass was developed to heighten destination experiences that support increased visitor spending in-market. The result was a digital inventory of these visitor experiences with a mobile purchase opportunity, thus capitalizing on in-market visitor spending in real time.

1,596

TOTAL PASSES SOLD

2,651

INDIVIDUAL TICKETS SOLD

$50,409.07

TOTAL DIRECT PARTNER PAYMENTS

44 • 2022-2023 Annual Report

EXPERIENCE DEVELOPMENT STRATEGY

ANNUAL REPORT

a look into the visitor experience Visit Corpus Christi strives to provide a memorable visitor experience in Corpus Christi and the data collected from the Visitor Experience offers a more in-depth understanding of their experience. The results reveal that when visitors travel a longer distance, they tend to spend more time on planning their trip and contribute more to the economy during their visit.

This allows organizations like Visit Corpus Christi to provide information on how to maximize their stay. In addition, visitors without children tend to spend more per person, but visitors with children spend more in total since they travel in larger parties and visit various attractions.

2 DAYS

VISITOR LENGTH OF STAY

$156

SPENT PER PERSON PER DAY 11.43% compared to last year

Visit Corpus Christi • 45

ANNUAL REPORT

EXPERIENCE DEVELOPMENT STRATEGY

the pros on the coast Visit Corpus Christi continues to expand the Gulf Coasters Program to reach visitors in high traffic areas such as the Downtown Corpus Christi Seawall, North Beach, and inside the Corpus Christi International Airport (CCIA). This awardwinning leisure engagement program has been going on 2 years of successful visitor engagement and has since expanded its offerings. Starting out with only two golf-carts on gulf beaches of Padre and Mustang Islands, the program has now added additional carts in each of these areas, along with a Tiki Hut Visitor Information Center inside the airport.

9,206

VISITORS ENGAGED

2,152

LEISURE SENTIMENT SURVEYS COLLECTED

46 • 2022-2023 Annual Report

9.12

OVERALL VISITOR SENTIMENT RATING

EXPERIENCE DEVELOPMENT STRATEGY

ANNUAL REPORT

Visit Corpus Christi • 47

ANNUAL REPORT

EXPERIENCE DEVELOPMENT STRATEGY

Leisure Visitor Survey Results The Visit Corpus Christi Gulf Coaster team collected over 2,000 surveys throughout the year to visitors across the city. The survey measured visitor satisfaction, where they were from, duration of stay, who they traveled with, and more.

In State vs. Out of State

Major Texas Metros 30 Number of Days Before Trip

Number of Days Before Trip

60

40

20

0

60

18

Other States

Texas

20

10

0

10 20 20 31 San Antonio

Houston

Austin

Dallas

Visitors that traveled a greater distance to get to Corpus Christi started planning their trip further ahead. In turn, visitors that spent more time planning their trips generally spent more money in the community while they were here.

Daily Spend per Person

Daily Total Spend

$150

$600

$100

$400

$50

$200

$0

$108.28

$110.12

$130.56

$123.75

1 week or less

8 days - 1 month

1-2 months

2+ months

48 • 2022-2023 Annual Report

$0

$441.25

$450.67

$525.00

$535.00

1 week or less

8 days - 1 month

1-2 months

2+ months

Visitors with children care more about attractions and spend more of their money on them

% Rating Attractions as Important

% of Respondents Children

% of Total Spending at Attractions

No Children

37% 63% 75%

66%

12%

3%

Children

No Children

Children

No Children

Visitors with children spend less per person but more in total

Daily Spend per Person

Daily Total Spend

$101.97

$154.72

$532.18

$381.67

Children

No Children

Children

No Children

Visit Corpus Christi • 49

Professions Across Tourism and Hospitality provides exciting and dynamic career opportunities with endless possibilities available. There is a niche for everyone, from hotel management and event planning to theme park operations and maintenance.

This industry is one of the fastest-growing industries globally, providing job prospects with a variety of earning capacities.

Whether you start in an entry level role or as a manager, most tourism and hospitality jobs provide valuable, hands-on experience and on-the-job training, leaving candidates with invaluable practical skills to apply anywhere in the industry.

Front line tourism and hospitality careers value customer service and interpersonal skills, making these roles ideal for individuals who love interacting with others, while back-of-house operations roles require a variety of skills and credentials that range from soft skills, certificates, and college degrees.

When you’re ready to start your career, jobs in tourism and hospitality will be readily available in hotels and lodging, restaurants and food service, travel and tourism, event planning, and attractions and recreation. The industry offers a wide range of job opportunities, including marketing managers, entertainment and recreation managers, lodging managers, pilots, flight attendants, event planners, and many more. Whether you’re a foodie at heart or love helping people find their perfect place to stay, professions across tourism and hospitality are the way to go.

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EXPERIENCE DEVELOPMENT STRATEGY

ANNUAL REPORT

Championing Workforce Excellence Visit Corpus Christi (VCC) hosted the inaugural Tourism & Hospitality Workforce Summit on April 13, 2023, serving as a catalyst for collaboration, bringing together industry leaders, educators, and workforce developers to address the critical need for a skilled and adaptable workforce capable of driving the industry’s growth and success.

The summit provided a dynamic platform for knowledge exchange and idea generation, sparking collective dialogue on the importance of cultivating a future-ready workforce from both educators and workforce developers.

ANNUAL REPORT

EXPERIENCE DEVELOPMENT STRATEGY

Committing to Industry Workforce Development Visit Corpus Christi (VCC) is proud to be a driving force in fostering industry workforce development, actively engaging with the next generation of tourism and hospitality professionals. This commitment was exemplified at the YOU! Choose Career Expo 2023, where VCC staff proudly represented Professions Across Tourism & Hospitality, showcasing the diverse and rewarding career opportunities available in our industry.

The YOU! Choose Career Expo, held at the Richard M. Borchard Fairgrounds, brought together over 2,000 students from 37 schools, 500 educators, and more than 130 exhibitors. VCC’s interactive booth showcased the many facets of the tourism and hospitality industry, highlighting the diverse range of career paths available, from hoteliers and restaurateurs to event planners and marketing professionals. Students had the opportunity to engage with VCC staff, learn about the skills and education required for success in the industry, and discover the many opportunities for growth and advancement.

VCC’s commitment to industry workforce development extends beyond the YOU! Choose Career Expo. The organization actively partners with local schools and educational institutions to promote tourism and hospitality career pathways, providing students with valuable resources and guidance as they navigate their career choices.

52 • 2022-2023 Annual Report

investing in our future workforce Visit Corpus Christi (VCC) proudly celebrated the first recipient of the Professions Across Tourism & Hospitality (PATH) Scholarship at the Del Mar College Scholarship Dinner on Thursday, October 19, 2023. VCC Chief of Staff, Meredith Darden, attended the event to honor Jailey “Jae” Aligada, an aspiring pastry chef pursuing their culinary dreams.

Jae, a Del Mar College student, embodies the passion, creativity, and entrepreneurial spirit that VCC seeks to cultivate through the PATH Scholarship program. Aspiring to open their own pastry shop in Corpus Christi, Jae’s unwavering commitment to excellence aligns perfectly with VCC’s vision of supporting a thriving tourism and hospitality ecosystem.

Visit Corpus Christi • 53

community pride with coastal vibes The Gulf Coast Capital Store, a Visit Corpus Christi community pride initiative, is stocked with unique Corpus Christi gear. Since its launch in December 2021, it continues to provide locals and visitors with an opportunity to wear the brand and show their Corpus Christi pride everywhere they go.

14K

WEBSITE VISITORS

54 • 2022-2023 Annual Report

1:42

AVERAGE SITE DURATION

EXPERIENCE DEVELOPMENT STRATEGY

ANNUAL REPORT

your guide to the coast Visitors interested in experiencing Corpus Christi can do so with the Visitor Guide, available in print and digital format, and a Spanish version. This guide serves as a tool for visitors and encompasses details on local attractions, dining, lodging, and activities to facilitate a seamless and enriching vacation in the Gulf Coast Capital.

7,510

VISITORS GUIDES DISTRIBUTED TO

2,377

DIFFERENT CITIES

50

US STATES

33

COUNTRIES

ANNUAL REPORT

EXPERIENCE DEVELOPMENT STRATEGY

experience:

top 5 wins of the year

Corpus Christi Tourism Grant Program At Visit Corpus Christi we are committed to strengthening our community through tourism - not just by promoting existing experiences but by supporting the development of new immersive experiences, and on Tuesday, August 8, 2023, the Experience Department hosted a press

1

conference to kick off the Corpus Christi Tourism Grant Program.

This program is specifically designed to support tourism partners by pledging financial aid to qualifying businesses looking to bring new, one-of-a-kind experiences to the Corpus Christi inventory. Whether it’s an existing business, like Glow Row that wants to add another location with regular schedules or a brand-new business that wants to start operating pedicabs in Downtown Corpus Christi, Visit Corpus Christi will provide matching grant funds for qualifying experiences up to $5000 per business.

Gulf Coast Capital Spin & Win Challenge

2

The Experience Team at Visit Corpus Christi is thrilled to announce the launch of our newest strategy for visitor engagement: The Gulf Coast Capital Spin & Win Challenge. The mission of this program is to incentivize survey collection through gamification of Gulf Coaster engagements, and to become a widely recognized experience where visitors know that by taking the survey, they can win desirable prizes in the Gulf Coast Capital.

56 • 2022-2023 Annual Report

Record Surveys & Kiosks As part of our continued effort to enhance visitor services, we expanded our in-market visitor

3

engagement opportunities to positively impact visitor satisfaction, length of stay, and visitor spending. The Gulf Coasters had record engagement with visitors, improving their experience by providing personalized recommendations and collecting visitor satisfaction surveys used to inform future marketing and development decisions. Kiosks installed in areas of high visitor concentration allow visitors to access curated recommendations to make the most of their experience.

Summer Summit

4

Visit Corpus Christi hosted the first Summer Summit on May 4, 2023, at the Double Tree Hotel on North Beach. Attendees heard from key attractions on their plans to wow visitors and learned how Visit Corpus Christi plans to maximize summer for all tourism businesses. Millions of visitors descend upon our city each year, and this focused effort on maximizing summer tourism will have lasting economic impacts on businesses and the community.

Workforce Development PATH Creating and fostering opportunities for workforce development has become an initiative that we continue to keep top of mind. With a focus on the local workforce and tourism economy, we

5

decided to launch PATH: Professions Across Tourism and Hospitality. This program provides exciting and dynamic career opportunities from hotel management to event planning, even theme park operations and maintenance. The hospitality industry remains in need of a talented workforce both on the front lines and the back-end, and PATH caters to every niche, whether entry or management level.

Visit Corpus Christi • 57

sales & services strategy SALES MISSION To promote Corpus Christi as the Gulf Coast Capital and premier meeting and convention destination by marketing our natural resources, first-in-class facilities, and accommodations.

Meet The Team

Nicole Olivares, cmp

Travis Milum, cmp

rebekah everhart

Mary Herrera

Vice President of Sales & Services

Senior Director of Accounts

Director of Accounts

Sales Coordinator

mallori johnson

jaclyn kiefer

Destination Services Manager

Destination Services Coordinator

58 • 2022-2023 Annual Report

CONVENTION SALES AND SERVICES STRATEGY

ANNUAL REPORT

executive summary Throughout the past year, our Convention Sales and Services Team has celebrated remarkable achievements that strongly align with our strategic goals. Their unwavering commitment to excellence and innovative approaches has propelled us to nurturing existing relationships, refining communication channels, and elevating overall customer satisfaction. Corpus Christi’s position as a premier meeting destination has been strengthened through expanded convention marketing efforts, enabling us to tap into new regional and national markets, particularly in the SMERF sector, and fostering a growing pipeline of opportunities. Additionally, our redefined Destination Services now offers top-tier amenities tailored to diverse group needs, attracting a spectrum of events and solidifying potential for repeat business. These milestones underscore the Sales and Services Department’s relentless pursuit of improvement and dedication to delivering exceptional service.

The primary goal of the Visit Corpus Christi Sales Team is to promote Corpus Christi as a top convention and meeting destination, creating a strong regional and national presence in the meetings industry. This will initiate direct economic impact by growing hotel room night production for area hotel partners and will create incremental sales for restaurants, bars, and attractions.

222

19

29,179

8.74

$136.13

9.48

RFPS

GROUP ROOM NIGHTS

GROUP ROOM RATE

SITE VISITS

CONVENTION ATTENDEE SENTIMENT RATING

CONVENTION PLANNER SENTIMENT RATING

The Sales Team turned 69 leads definite this year that were worth approximately $14.5 million in economic impact and 29,179 room nights at an average daily rate of $136.13.

Visit Corpus Christi • 59

ANNUAL REPORT

CONVENTION SALES AND SERVICES STRATEGY

Paid Media and Ad Metrics In its second year, Visit Corpus Christi launched the summer meetings and conventions campaign, inviting potential meeting planners to plan their meetings in Corpus Christi. Positioning Corpus Christi as the Gulf Coast Capital for meetings and conventions meant increasing awareness and consideration of Corpus Christi as a meetings destination by driving increased engagement and increasing qualified leads and bookings. The campaign indirectly generated incremental room nights through paid media goals, with an increased appeal of Corpus Christi, contributing to our destination marketing goals such as bookings and convention group ADR.

10,839,028

563,165

$0.23

2,322

IMPRESSIONS

INQUIRIES

COST PER ENGAGEMENT

FRAME 1

60 • 2022-2023 Annual Report

FRAME 2

ENGAGEMENTS

FRAME 3

FRAME 4

FRAME 5

web metrics Our organization introduced two new websites for Convention Sales and Destination Services that are tailored to a meeting planners’ needs throughout the meeting planning process. Our newly launched Sales microsite serves as a beacon for meeting planner’s, offering a compelling narrative on why Corpus Christi is the ideal venue for their gatherings. Meanwhile, our Services microsite takes the reigns once the meeting is booked, elevating the attendee experience to new heights by presenting various tailored services aimed at ensuring each participant leaves the Gulf Coast Capital with lasting memories.

37,377

23,947

1:16

159,864

PAGE VIEWS

SESSION DURATION

USERS

ENGAGEMENTS

Visit Corpus Christi • 61

Group Incentive plan Fund Group Incentive Plan (GIP) funds are used to bring conventions and groups to Corpus Christi that would not otherwise be possible. Using these funds, we can ensure Corpus Christi receives benefits that far exceed the funds spent in the form of city taxes collected and visitor spending at local establishments. GIP ROI this year:

$403,570

INCENTIVE FUNDS USED

$913,287

PROJECTED TAXES GENERATED

$4,376,648

PROJECTED HOTEL REVENUE

$18,629,575

PROJECTED ATTENDEE SPEND

62 • 2022-2023 Annual Report

CONVENTION SALES AND SERVICES STRATEGY

ANNUAL REPORT

top 10 convention sales groups hosted #

ACCOUNT

MONTH

TOTAL ATTENDEES

TOTAL ROOMS

ECONOMIC IMPACT

1

SKILLSUSA TEXAS

March

9,185

10,553

$6,298,775

2

ASSOCIATION OF WATER BOARD DIRECTORS - TEXAS

June

1,650

4,180

$1,918,115

3

TEXAS ASSOCIATION FOR HEALTH, PHYSICAL EDUCATION, RECREATION, AND DANCE

November

1,481

2,015

$1,174,736

4

TEXAS COMMISSION ON LAW ENFORCEMENT OFFICER STANDARDS AND EDUCATION

October

1,000

1,510

$873,010

5

VOLUNTARY PROTECTION PROGRAMS PARTICIPANTS' ASSOCIATION, INC.

May

938

1,506

$783,037

6

RIO TEXAS CONFERENCE OF THE UNITED METHODIST CHURCH

June

1,300

1,318

$490,048

7

WESTAT

May

600

1,173

$303,948

8

TEXAS VETERANS OF FOREIGN WARS

January

600

1,085

$363,451

9

TEXAS ASSOCIATION OF SCHOOL RESOURCE OFFICERS

July

350

976

$398,700

10

EPISCOPAL DIOCESE OF WEST TEXAS

February

1,250

860

$291,769

tentative business forecast

106 EVENTS

103,692 ATTENDEES

143,420 ROOM NIGHTS

$49.1 MILLION IN ECONOMIC IMPACT

Visit Corpus Christi • 63

Shaping Futures and Igniting Excellence Corpus Christi proudly hosted the return of SkillsUSA Texas for their Annual State Leadership and Skills Conference from March 30 to April 2, 2023, marking their sixteenth consecutive year with us. This dynamic group brought over 9,185 attendees to our city, estimated to have generated an impressive economic impact of $6.3 million. SkillsUSA, a national organization with state chapters, caters to teachers and both high school and college students, providing invaluable preparation for careers in technical, skilled, and service occupations, including hospitality, technology, and healthcare professions, just to name a few.

9,185 ATTENDEES

10,553 ROOM NIGHTS

$6,298,775 IN ECONOMIC IMPACT

64 • 2022-2023 Annual Report

CONVENTION SALES AND SERVICES STRATEGY

ANNUAL REPORT

Visit Corpus Christi • 65

A Premier Destination for Meetings and Conventions The Visit Corpus Christi Sales Team curated an immersive familiarization (FAM) tour tailored for meeting planners.

Welcoming 7 planners from diverse areas of Texas, the two-day event encompassed comprehensive tours of meeting venues and hotels, indulgence in the vibrant Gulf Coast culinary experiences, and unforgettable entertainment, including a sold-out Parker McCollum concert and a Corpus Christi Hooks baseball game. This initiative sparked substantial interest in Corpus Christi as a prospective destination for upcoming meetings and conventions, projecting an estimated 3,000 group room nights and $1,273,500 in economic impact from the participating planners.

$1.3 MILLION IN ECONOMIC IMPACT

66 • 2022-2023 Annual Report

Elevating Connections and Fueling Growth The Sales Team hosted the Texas Society of Association Executives (TSAE) April Social at the King Ranch Texas Kitchen in Houston. Facilitating an intimate networking opportunity, the Sales Team engaged with over 30 Houston-based meeting planners and TSAE members, fostering conversations about Corpus Christi’s current diverse meeting and event offerings.

Following discussions on our sales initiatives and partnership with King Ranch, numerous planners have reignited their interest in considering Corpus Christi for their future meeting destinations.

Visit Corpus Christi • 67

ANNUAL REPORT

CONVENTION SALES AND SERVICES STRATEGY

convention sales:

top 5 wins of the year

Definite Convention Center Group Business

1

The Sales Team generated 222 prospective leads worth 179,396 total room-nights for Corpus Christi. The direct economic impact of this business is estimated at more than $67.4 million – a $10 million increase over last year. These bookings surpassed the team’s lead goals for the year by 103% for leads sourced.

Tradeshow Presence Each year, Visit Corpus Christi strategically identifies key tradeshows and sponsorship opportunities to promote Corpus Christi as the Gulf Coast Capital and a premier destination for

2

meetings. Participation in these industry events is critical to tourism in Corpus Christi, provides important one-on-one appointments, and allows access to meeting planners and decision-makers.

The Sales team attended 16 trade shows and 6 additional industry networking events in the Austin market where the majority of clients are based. The team met with over 260 planners face-to-face during one-on-one appointments resulting in 25 RFPs and 4 definite leads.

Group Incentive Program (GIP) The Group Incentive Program is aimed at assisting Visit Corpus Christi in attracting and hosting

3

conventions or events that generate a positive economic impact for Corpus Christi and take place at the American Bank Center and other meeting and event venues across the city. This program has proved effective in securing group business to the American Bank Center and Corpus Christi hotel properties. For the fiscal year 2022-2023, over $403,570 in group booking incentives were offered that brought in an estimated $21 million in economic impact for a return on investment of $52: $1.

68 • 2022-2023 Annual Report

4

Convention Center Business Outlook Group business brings in over two million visitors to Corpus Christi annually, equating to 20% of annual visitors. In the upcoming fiscal year, the American Bank Center will be the host facility to 19 definite groups worth 24,110 total room nights and an estimated $16.3 million in economic impact.

Destination Services Sentiment The Destination Services team manages the client experience for definite group bookings from

5

the early planning stages, through post event wrap-up. The team serves as the best resource for event planning and promotional needs, and also works to make meeting planners and their attendees feel at home in Corpus Christi. The Destination Services team serviced over 70 events this fiscal year and achieved an excellent meeting planner sentiment score of 9.5 out of 10 for overall meeting planner experience.

Visit Corpus Christi • 69

sports commission strategy SPORTS MISSION To strengthen our community by driving the sports tourism economy.

SPORTS VISION To be the Gulf Coast Capital for Sports.

Meet The Team

joey jewell, sts

breanna martinez

Emily rees

mary herrera

Executive Director

Sports Development Manager

Sports Services Manager

Sales Coordinator

70 • 2022-2023 Annual Report

SPORTS COMMISSION STRATEGY

ANNUAL REPORT

executive summary Looking back on the past year, the Sports Commission has made many accomplishments. The foundation of the department was set, processes created and established, and community relationships were built. Despite being in the middle of creating these processes, we still had to sell. We surpassed all but one of our sales goals and were able to generate significant exposure of the Sports Commission to the industry. Corpus Christi has surpassed its reputation as a nondescript dot on a map and vaulted itself into the discussion with other major players in the sports tourism industry.

Visit Corpus Christi • 71

ANNUAL REPORT

SPORTS COMMISSION STRATEGY

Paid Media and Ad Metrics Visit Corpus Christi launched the sports media campaign at the SportsETA Symposium in Kansas City, where the official unveiling and introduction of the Corpus Christi Sports Commission took place for the world to see. Positioning Corpus Christi as the Gulf Coast Capital for Sports involved increasing awareness and consideration of Corpus Christi as a destination for sports by building relationships with sports event planners and driving increased engagement with niche sport groups and associations. This generated industry awareness through paid media goals, with an increased appeal to Corpus Christi, contributing to inquiries and future event RFPs.

5,868,378

131,483

$0.31

65

IMPRESSIONS

ENGAGEMENTS

INQUIRIES

COST PER ENGAGEMENT

FRAME 1

72 • 2022-2023 Annual Report

FRAME 2

FRAME 3

FRAME 4

FRAME 5

web metrics Throughout this year, our sports website underwent a remarkable transformation, reaching new pinnacles of excellence.

We expanded our platform to include a variety of pages featuring enriched content on venues and seamlessly integrating immersive 360 video tours. Our offerings now include tailored guides such as the Sports Planner Host Your Event Guide, Custom Dining Guide, Transportation Guide, Corpus Christi Promotion Kit, Facilities Guide, and Events Previews. The outcome has been extraordinary, with a surge of 2,300 new users joining our community, which is a testament to the heightened appeal and functionality of our revitalized website.

17,252

11,548

2:16

130,647

PAGE VIEWS

SESSION DURATION

USERS

ENGAGEMENTS

Visit Corpus Christi • 73

ANNUAL REPORT

SPORTS COMMISSION STRATEGY

Sports ETA conference Symposium Activation As the heartbeat of the sports commissions and sports tourism industry, SportsETA’s Symposium provides a platform for networking, knowledge-sharing, and the exploration of cutting-edge trends. Recognizing the opportunity, the Corpus Christi Sports Commission unveiled its presence at last year’s event with a sponsored after-hours extravaganza. This not only marked the genesis of the Corpus Christi Sports Commission but also etched an unforgettable memory in the minds of the 200 destinations and sports planners who were in attendance. A year later, the memories of that night still resonate with attendees, a testament to the lasting impact and brand awareness generated by the Sports Commission.

200 ATTENDEES 74 • 2022-2023 Annual Report

SPORTS COMMISSION STRATEGY

ANNUAL REPORT

American CornHole The American Cornhole National held from April 7-9, 2023, marked a groundbreaking milestone for the Corpus Christi Sports Commission. Drawing in 2,000 spectators and athletes from across the nation, this event not only showcased the thrilling prowess of cornhole enthusiasts but also served as a testament to Corpus Christi’s growing prominence as a premier sports destination. Significantly, the American Cornhole National became the first major event successfully secured by the Sports Commission, not only bringing substantial economic advantages to the community but also positioning Corpus Christi on a national stage. The magnitude of this achievement was further amplified as the event was broadcasted on ESPN 2, providing a platform for the destination to resonate with a broader audience. With the added bonus of two 30-second commercials, the Sports Commission seized the opportunity to spotlight Corpus Christi’s unique allure and establish the city as a must-visit destination for both sports enthusiasts and leisure travelers alike.

2,000 ATTENDEES

1,320 ROOM NIGHTS

$627,473

IN ECONOMIC IMPACT

Visit Corpus Christi • 75

definite booking metrics As the year draws to a close, the Corpus Christi Sports Commission proudly reflects on a year of remarkable achievements and impactful contributions to the local sports tourism landscape. In our relentless pursuit of excellence, we are delighted to present the end-of-year metrics that encapsulate the fruits of our labor. With 39 leads successfully booked, we have not only expanded our network, but also fortified our position as a key player in attracting diverse sporting events to our vibrant city. The impressive figures continue with a staggering 8,126 rebooked room nights, a testament to the enduring partnerships we have cultivated. Additionally, the acquisition of 12,788 new room nights underscores our commitment to fostering growth and prosperity in the hospitality sector. Amidst these accomplishments, we have conducted three insightful site visits, further solidifying our dedication to creating unparalleled experiences for athletes, organizers, and spectators alike. As we celebrate these milestones, we eagerly anticipate the continued growth and success that the Corpus Christi Sports Commission will undoubtedly bring to our community in the coming years.

39

8,126

3

12,788

LEADS BOOKED

SITE VISITS

REBOOKED ROOM NIGHTS

NEW ROOM NIGHTS

The Sports Commission turned 39 leads definite this year that were worth approximately $12.1 million in economic impact and 20,914 room nights.

76 • 2022-2023 Annual Report

SPORTS COMMISSION STRATEGY

ANNUAL REPORT

incentives With Group Incentive Plan (GIP) funds, we are able to bring conventions and groups to Corpus Christi that would otherwise be impossible. Using these funds allows us to ensure that Corpus Christi receives benefits that far exceed the funds spent in the form of city taxes collected and visitor spending at local establishments. GIP ROI this year:

$26,500

$100,633

$614,974

$2,304,975

INCENTIVE FUNDS USED

PROJECTED HOTEL REVENUE

PROJECTED TAXES GENERATED

PROJECTED ATTENDEE SPEND

Tradeshows 1. US Sports Congress 2. TEAMS Europe 3. SportsETA Symposium 4. TEAMS Conference 5. S.P.O.R.T.S. Conference

Visit Corpus Christi • 77

ANNUAL REPORT

SPORTS COMMISSION STRATEGY

sports commission:

top 5 wins of the year

American Cornhole League’s Kickoff Battle

1

This battle is the first major event the Sports Commission confirmed, and was hosted in Corpus Christi from April 7-9, 2023, at the American Bank Center. The event welcomed roughly 2,000 competitors and stakeholders from across the country and generated $627,473.00 in Estimated Direct Spend Economic Impact.

SportsETA Symposium Activation SportsETA’s Symposium is the annual conference and tradeshow for Sports Commissions and those in the sports tourism industry. During the annual event in May, the Corpus Christi Sports

2

Commission sponsored an after-hours event with 200 destinations and sports planners in attendance. It was the perfect opportunity to announce the creation of the Corpus Christi Sports Commission and generate brand awareness for the destination. A year later, many people who were in attendance that night still talk about the event and how memorable Corpus Christi made it.

Formation of the Sports Advisory Council

3

A good council is part of the foundation of a Sports Commission, and sports tourism stakeholders within the community were researched and invited to participate in Corpus Christi’s first-ever Sports Council. This council is instrumental in assisting the Sports Commission in a variety of ways to secure future sports business and advocate for destination development.

78 • 2022-2023 Annual Report

Built the Sports Commission Team and its Processes

4

The Sports Commission was created entirely from scratch. From conceptualization to implementation, the Sports Commission hired staff, established sales and service processes, and nurtured relationships with outside stakeholders who will play a significant role in the day-to-day operations of the Sports Commission.

Established Relationships with Key Community Stakeholders

5

Community stakeholders are vital to the achievement of the Sports Commission’s vision and goals.

As a new department, the Sports Commission needed to establish connections and relationships with sports tourism and event industry stakeholders and educate them on the vision, purpose, and strategy of the Sports Commission.

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film and music commission strategy FILM & MUSIC MISSION The mission of the Corpus Christi Film and Music Commission is to support the visiting filmmaker and music promoter by providing important logistical provisions, including permitting, and acting as a liason between the production and government/municipal entities. The Corpus Christi Film and Music Commission is also tasked with promoting the area's viability as a location to support commercial, television, film, and music productions.

Meet The Team

emily zertuche, cte

megan jabsen

Interim Film & Music Commissioner

Film & Music Coordinator

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FILM AND MUSIC COMMISSION STRATEGY

ANNUAL REPORT

executive summary The Visit Corpus Christi Film & Music Commission achieved significant milestones in the year 2023. With the addition of a dedicated team, the Film & Music Commission established its bold presence by launching the new Film & Music Commission brand. This came with the launch of the Film & Music Commission website, all new promotional materials, and a strategy to take Corpus Christi to new heights as a destination serious about the film and music industries. The Film & Music Commission kicked off its community advocacy through the Coastal Bend Music Industry Symposium, an inaugural event created to educate, inspire, and join local musicians, venues, and producers. The event brought professional Texas representatives of the creative industries to help stimulate economic development in the local community.

The Film & Music Commission developed a Music Advisory Council and Film Advisory Council, both made up of diverse, passionate community members who share expertise in these creative industries. The development of these strategically developed groups elevated advocacy, partnership opportunities, and further advanced the mission of the Film & Music Commission to contribute to Corpus Christi’s greater success.

The partnerships, growth and community collaboration helped launch the film and music directory, a vital component in the operations of the Corpus Christi Film & Music Commission. Having an updated, local directory of talent helps provide exposure to locals as well as contribute to the creative ecosystem that makes Corpus Christi thrive as film and music friendly industries.

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ANNUAL REPORT

FILM AND MUSIC COMMISSION STRATEGY

texas music office In an official release, Governor Greg Abbott stated, “Music is key to the Texas brand and is deeply rooted in the cultural traditions of our great state. With support from the Texas Music Office, the Texas music industry supported more than 192,000 direct and indirect permanent jobs and generated more than $26 billion in economic activity statewide in the last year.

To continue the trajectory of this success, he affirms that “Together, we will continue to work alongside local leaders in Corpus Christi and across every region to ensure our communities have the tools needed to create even greater opportunities.”

coastal bend music industry symposium The Corpus Christi Music Commission is dedicated to nurturing the music industry and fostering a vibrant musical ecosystem in the beautiful Coastal Bend region. Our mission revolves around the passionate promotion of music opportunities and the unwavering commitment to the musical tapestry that enriches our community. With the establishment of this commission, we are poised to ignite a new era of market development and channel our collective energies toward cultivating thriving musical experiences. Our primary objective is to not only elevate Corpus Christi as a musical hub but also to galvanize economic growth through the power of music, harmonizing the city’s cultural and economic dynamics.

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corpus christi’s music friendly city designation In partnership with the Texas Music Office, Corpus Christi is now part of the 44th Texas city receiving the Music Friendly City Designation. In partnership with the Downtown Management District, the Film & Music Commission celebrated at the inaugural MusicWalk, an event created in partnership with the Corpus Christi Music Advisory Council and the Downtown Management District. To celebrate big with the community, MusicWalk made waves on Corpus Christi’s cultural and economic landscape, welcoming over 60 local musicians across 22 outdoor stages and 8 different venues throughout downtown for one celebratory night. With its success, MusicWalk 2024 is in the works to be bigger and bolder.

75 VIP EVENT

ATTENDEES

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FILM AND MUSIC COMMISSION STRATEGY

film & music commission:

top 5 wins of the year

Launched and Elevated the Presence of the

1

Corpus Christi Film & Music Commission Brand The Visit Corpus Christi Film & Music Commission officially launched the branding and promotion of the commission, showcasing Corpus Christi as a destination serious about the creative industries.

Formation of the Film & Music Advisory Councils

2

Within the last fiscal year, the Film Advisory and Music Advisory Councils were formed, and their first meetings were held. Each meeting is designed to help community advocates gain knowledge from the locals and offers a variety of resources to choose from, making each future meeting highly anticipated.

Corpus Christi receives Music Friendly City Designation

3

On September 1, 2023, Corpus Christi received the Music Friendly City Designation by the Texas Music Office, making them part of the 44 Texas cities receiving this honor. In partnership with the Downtown Management District, Visit Corpus Christi celebrated this designation at First Friday Music Walk, where we made an impact on our community’s cultural and economic landscape.

With this success, we have already begun planning for Music Walk 2024 to be bigger and bolder.

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Collaborated with CBMIS - Casey Lain and started

4

a Music Directory for Locals In collaboration with the Coastal Bend Music Industry Symposium, the creation of the Film and Music Directory was possible. This directory possesses a centralized platform that showcases local talent, making it easier for enthusiasts to discover and engage with the vibrant creative scene in Corpus Christi.

Collaborated with CC-Songwriters: Local music

5

support group within the Coastal Bend area This gathering showcased the dynamic rhythm of musicians in and around the community, as they converged to exchange their expertise and enthusiasm for local music in the Coastal Bend.

Starting with workshop classes and ending with diverse locations featuring multiple artists, the event celebrated the vibrant ebb and flow of musical creativity in the region.

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FY 23-24 Annual Budget The breakdown of the operating budget supports the actions of the annual business plan and organizational strategic plan.

As Visit Corpus Christi takes the next step in fulfilling our mission of sharing Corpus Christi with the world, increased reach of our advertising efforts along with developing a more memorable in-destination experience will be our primary focus.

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FY 23-24 Annual HOT + TPID budget

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Brett Oetting, cdme

Meredith Darden, CdmE

Emily Zertuche, CTE

President & CEO

Chief of Staff

Chief Marketing Officer

Nicole Olivares, cmp Vice President of Sales & Services

Joey Jewell, sts

Mike Imburgio, phd

Kathryn Hyatt

Travis Milum, cmp

Executive Director of Sports Commission

Managing Director of Data Science

Sr. Director of Marketing

Senior Director of Accounts

Rebekah EVerhart

Danielle Galindo

THAO NATTERER

brittney weise

Director of Accounts

Creative Director

Director of Finance

Director of Visitor Services

Mallori Johnson

Erica Tamez Strategic Implementation Manager

Breanna Martinez

Emily Rees

Sports Development Manager

Sports Services Manager

Savannah Garza

America Segura

Mary Herrera

Jackie Gonzalez

Marketing Manager

Public Relations Manager

Sales Coordinator

Staff Writer

Destination Services Manager

dalilah maldonado

Rebekah Santoyo

Visitor Services Coordinator

Retail Coordinator

team Our Mission

Strengthening our community, by Christina Cortez

Jaclyn Kiefer

Office Coordinator

Destination Services Coordinator

sharing Corpus Christi with the world.

Our Vision

To become the Gulf Coast Capital for year-round experiences and events.

Morgan Gunter

Megan Jabsen

Communications Coordinator

Film & Music Coordinator

Kylie Marchitello

Hannah Ryan

UI/UX Designer

Graphic Designer

400 Mann St. Suite 1100, Corpus Christi, Texas 78401 (361) 881-1888 | VisitCorpusChristi.com