As we bring Fiscal Year 2024 to a close, I’m proud to reflect on a year of significant accomplishments for the Charlotte Regional Visitors Authority (CRVA) and the transformative impact of our work on our community. At its heart, the CRVA is about people—the millions of visitors who choose Charlotte, the businesses and partners who bring our city to life, the 1 in 9 residents whose livelihoods are connected to the hospitality industry and our unwavering commitment to our employees.
Promoting Charlotte
Selling Charlotte Strategy
Welcoming Visitors
Supporting Hospitality
Managing Venues
Financial Overview
Commitment to Community
Strategic Events
invite you to explore the full report to learn more. 04 51 25 09 79 31 07 71 17 85 39
This year, the CRVA generated $1.1 billion in economic impact, b ut the real story lies in how that translates into opportunities: jobs created, small businesses supported, and vibrant experiences shared. The CRVA doesn’t just contribute to the local economy— it builds connections, elevates Charlotte’s identity, and fosters a community we’re proud to call home.
As you explore this report, you’ll se e stories of collaboration, innovation, and a shared vision for Charlotte’s future. Whether through our world-class venues, strategic marketing efforts, or unforgettable events, we remain committed to driving economic growth while ensuring Charlotte continues to thrive as a welcoming destination.
Thank you for being a part of this journey. Together, we are building a stronger, more vibrant future for our community. One that has never been brighter.
STEVE BAGWELL Chief Executive Officer
The Charlotte Regional Visitors Authority (CRVA) delivers memorable experiences that enrich the lives of visitors and residents alike.
As the leader in destination development, marketing, and venue management, the CRVA maximizes Charlotte’s economic potential through visitor spending, fostering job creation, and driving community opportunities.
In FY24, the CRVA produced a record-breaking $1.1 billion economic impact for fiscal year 2024 , reinforcing its role in driving Charlotte’s economic growth through a mix of major events, conventions, leisure tourism, and strategic marketing initiatives. This success highlights Charlotte’s evolution into a top-tier destination for both leisure and business travelers.
Brands supported by the CRVA include the Charlotte Convention Center, Spectrum Center, Bojangles Entertainment Complex, NASCAR Hall of Fame, Charlotte Film Commission, Visit Charlotte, in conjunction with the region’s destination marketing brand and Visitor Info Centers.
INTRODUCTION
$1.1 billion 336,000+
192,232 201,840
1 in 5 $8 billion 1 in 9
STRATEGY
STRATEGY INTRO
The CRVA has long been led by a steadfast commitment to strategy that includes thorough plans tied to progress measurements and is continuously monitored and recalibrated as necessary. In FY24, the CRVA completed its third iteration of strategic plans that will chart direction for the organization over the next five years.
The next five years calls for a continuation of balance to sustain results coupled with strategies that seek to innovate and guide the CRVA on how to best promote, position and plan for Charlotte’s ever-evolving cityscape.
The balance in profitable management of notable infrastructure is complemented by a data-driven exploration of competitive analysis, dexterous planning and intentional advocacy and relationship-building.
The plan reflects collective priorities balanced across four key disciplines related to Customer, Financial , Running the Business and People and Culture , which are universal areas in the best-in-class Kaplan-Norton strategic planning principles. To continuously measure progress related to these disciplines, the CRVA identifies key performance indicators related to each that make up the CRVA’s Balanced Scorecard, which is reset annually and measured continuously throughout each fiscal year. This scorecard aligns team goals and sets clear expectations on the ways departments ladder up to the overarching five-year strategy.
In FY24, the CRVA accomplished 18 of 20 Balanced Scorecard goals with targets encompassing areas such as growing visitor spending, contributing to the CRVA fund balance, enhancing customer experience through strong Net Promotor Scores (NPS) and measuring various areas of culture.
The CRVA continues to be committed in its approach to driving strategy and given the learnings and consistent application of strategic planning through the years, seeks to connect employees with strategy so they understand how their individual roles are creating long-term, positive impact for Charlotte.
STRATEGY
VISION
Charlotteʼs passionate people, memorable experiences and welcoming spirit will elevate the city among the worldʼs premier urban landscapes with travel driving economic advancement and prosperity for all in the region.
strengthen commitment to stakeholder advancement
maximize sales and marketing impact
MISSION
The CRVA fuels the visitor economy with leadership and expertise in branding and destination-defining infrastructure through an unwavering commitment to its culture and employees.
position for long-term competitiveness
The Strategy Map serves as the synopsized illustration for the strategic priorities outlined within the plan that shape a pathway to the CRVA’s vision.
modernize processes to support aligned goals
deepen “Employee First” further operationalize culture and strategy
support employees for optimal engagement
plan for and prioritize resources
grow the visitor economy
operate our business in balance
PROMOTING CHARLOTTE
FY24 marked a year of positive momentum for CRVA Marketing and Communications. With continued year-overyear budget growth , the CRVA’s paid media investment grew from $7 million in FY23 to $8 million in FY24.
Budget increases for paid media have allowed for a greater focus on building positive perceptions and connecting with prospective visitors via relevant, timebound messaging in the 400-mile radius surrounding Charlotte. This destination marketing generates long-term leisure demand for area hotels and drives valuable hotel revenue and tax collections, which are ultimately reinvested back into the quality of life assets for the community.
The CRVA continues to see success with Charlotte serving as a four-season destination with timely and seasonal events driving short-term getaways. The city is a strong destination for visiting friends and relatives, which drives more than half of its annual visitation of 32 million.
Because of this robust visitation audience, additional areas of marketing are focused on locals to create informed ambassadors for the friends and relatives visiting them, helping do more, see more and spend more.
Through prioritization of specific brand themes highlighting arts and culture , culinary, diversity and inclusion , and outdoor recreation , efforts targeted an average of two-person party size looking to experience the urban and sophisticated assets Charlotte offers related to shopping, dining and attractions. These short-term getaways continue to drive impactful demand into area hotels and local businesses and create lasting perception enhancements that generate repeat visits.
$56.4M (47% YOY increase and representative of 18% weekend demand market share)
300,000
115 :65
WEBSITE SESSIONS PER MONTH (36% YOY increase) (22% YOY increase) MILLION IMPRESSIONS
ADVERTISING CREATES REACH: 66% OF HOUSEHOLDS IN TARGET MARKETS
64% are more likely to book an overnight trip
TIME ON WEBSITE FOR EVERY $1 IN ADVERTISING SPENT, CHARLOTTE SEES A $71 RETURN IN VISITOR SPENDING AND $4 IN INCREMENTAL TAX REVENUE
SAVOR
CHARLOTTE
The annual two-week culinary in-market activation celebrated the chefs, mixologists, bakers, brewers and beyond with promotion of special menus, hands-on classes and signature dishes.
Hosted 80 culinary offers (up 40% increase YOY)
CLT TAKES ATL.
SAVOR CHARLOTTE ATLANTA CULINARY TAKEOVER
Twelve chefs and mixologists joined the kitchen and bar teams at popular Atlanta restaurants for a one-night only takeover showcasing Charlotte’s culinary talent.
Received 8,000 website visits in just three weeks (24% increase YOY)
CHARLOTTE LOVE NOTES
Captivating video storytelling amplified Black CLT and Charlotte Pride via magnetic, game-changing people shaping Charlotte’s trajectory.
Saw a 6% click-through and astounding video completion rate of 43%
CRAFT BEER PASSPORT
Patrons celebrated NC Craft Beer Month by exploring their brewery bucket list, earning points and prizes via a free, mobile passport.
Spotlighted 36 breweries and 60+ events, with 920 activated passports
VISITING FRIENDS & RELATIVES: ART OF HOSTPITALITY & GUESTPITALITY
Creative video assets targeted friends and relatives visitation through holiday hosting tips for locals and guest itinerary suggestions.
Delivered over 12 million impressions, 6.9 million video views and 113,555 clicks.
Delivered 2.6 million video completions, 63,000 site visits and 4,500 attributable hotel bookings.
SUMMER GAMES
Charlotte’s spin on the excitement and energy of the 2024 Olympic games included a free Savings Pass full of partner discounts and special offers.
Drove 16,648 attributable hotel bookings and 1,400 pass downloads
SELLING CHARLOTTE
The CRVA’s Sales Team, Visit Charlotte, works to recruit a breadth of meetings, conventions and events across the region to generate hotel room nights and visitor spending. The team deploys its expert sales team members throughout the U.S. with specific concentrations in areas such as Washington, D.C. and Chicago, which are both home to hundreds of association headquarters, a sector of business that represents 30% of CRVA’s annual bookings. In addition, the team continues to heavily prioritize amateur sports, which consistently represents nearly half of all room night bookings annually.
The sales team wrapped FY24 at 102% of their room night booking pace, which represents room nights booked through 2029. This included 415,627 definite rooms booked for all future years including FY24 and FY25 and represented a 7% increase year-over-year
CRVA Sales also handled a new record of lead-associated room nights in FY24 through consistent client relationship-building and interactions (2.7 million), a 13% increase from the previous record in FY23 . Expanded facetime opportunities with customers via tradeshows and client events was a particular emphasis throughout the fiscal with sales team members attending 50+ events across the U.S.
Sports-related bookings represented 45% of FY24 bookings with 80% of those room nights produced being youth and amateur tournaments and events (approximately 140,000+). These youth and amateur organizations are especially vital to Charlotte’s hotel community hosting more than 100 local and national events a year. A prime example of this critical business sector, the Elite Clubs National League (ECNL)
Tournament was held in May 2024 at Matthews Sportsplex. The boys and girls 13 and 14 age bracket event produced over 6,000 total room nights and is set to return in 2025
416,000
DEFINITE ROOMS BOOKED IN FY24 FOR FUTURE YEARS (Up 7% YOY)
RELATED GROUP BOOKINGS DUE TO CCC EXPANSION; 175K ROOM NIGHTS 2.8M
29
45%
ROOM NIGHTS BOOKED ARE SPORTS-RELATED (80% of those room nights are amateur / youthsporting events)
who attends?
5,000+ ATTENDEES
ASSOCIATION BUSINESS MAKES UP
30%
C-SUITE, ASSOCIATION EXECS, BOARD MEMBERS, MEETING PLANNERS, & DECISION MAKERS bid on and awarded the business in 2019
2.8M
LEAD ROOM NIGHTSNEW RECORD IN FY24 (13% YOY increase)
20% OF EXECUTIVE-LEVEL ATTENDEES ARE LIKELY TO HOLD A MEETING IN HOST CITY WITHIN NEXT 5 YEARS BRINGING $200M-$500M IN ECONOMIC ACTIVITY OF
MOST SOUGHT AFTER EVENT IN THE MEETINGS/ CONVENTIONS INDUSTRY TO HOST
In 2019, the CRVA bid on ASAE’s (American Society of Association Executives) Annual Meeting, which was accepting bids for upcoming years. The team sought to showcase Charlotte’s ever-evolving cityscape in its interactive bid that incorporated Queen City musicians, artists, chefs and mixologists to illustrate how vibrant the city would be as host. Charlotte was awarded the 2027 ASAE Annual Meeting, solidifying a spot among other top-tier and on-the-rise destinations such as Cleveland, Indianapolis, Chicago, Los Angeles and more.
The prestige of hosting ASAE is especially strong given its coveted attendance mix.
Comprised of C-suite executives, board members, meeting planners and decision makers in the association sector of the meetings industry,
20% of attendees are likely to book a meeting in an ASAE annual meeting destination within five years of the city serving as host. This can generate upwards of $200 – 500 million in economic activity.
Charlotte has already benefitted from boosted awareness from clients acknowledging ASAE’s Annual Meeting is on the horizon. The team will continue to leverage the cachet of the event in the run-up to 2027 and is already planning its hosting commitments such as opening and closing parties and community give-back opportunities tied to hospitality workforce development.
LEVERAGING THE 2027 ASAE ANNUAL MEETING
WELCOMING VISITORS
Just as important as promoting the city for tourism and recruiting significant events, is ensuring that the Queen City delivers on what it’s promising in sales and marketing efforts. Visit Charlotte’s Destination Services and Visitor Services teams work to make every visitor touchpoint meaningful and positive. From recommendations on where to experience the city’s best ‘cue for out-of-towners to working with meeting planners on citywide welcome signage for their events, these teams blend southern hospitality with multifaceted destination expertise to produce memorable visits
Once meetings and events are booked and headed to Charlotte, the Destination Services team begins partnering with meeting planners to provide the resources, relationships and insider knowhow to seamlessly make events a success. In FY24, the team focused on major citywides including the American Legion National Convention, Scentsy’s Family Reunion, National Propane Gas Association’s International Propane Expo, 2024 NCAA Men’s Basketball First & Second Rounds, 2024 UCI BMX Racing World Championship, United Methodist Church General Conference and Hospitality Financial & Technology Professionals’ Annual Convention.
As sporting events are a major emphasis for sales efforts, Destination Services supported on wideranging needs spanning volunteer recruitment to VIP gifting for events such as Varsity Spirit’s Spirit of Hope Grand Nationals, ACC’s Football Championship, Duke’s Mayo Classic & Bowl Game and the 2023 Jumpman Invitational.
The runway leading up to events, which oftentimes begins years in advance, can be the busiest for the Destination Services team. With prestigious pieces of business on the books, preparations have been actively underway already for FY25 citywide events such as the American Football Coaches Association’s Annual Conference, ACC’s Men’s Basketball Championship, 2025 PGA Championship at Quail Hollow Club, and National Association for the Advancement of Colored People (NAACP) 2025 Annual Convention. The team is often revered for their positive attitudes, impeccable responsiveness and a willingness to always bend over backwards, which is exemplified through their positive 97% Net Promoter Score.*
*Net Promoter Score, a rating to measure customer loyalty and satisfaction.
“You all are amazing.Your follow up, your kindness, your consideration, and support is unparalleled. We have been to a lot of cities over the years, but I enjoyed working with your team the most.”
ALEXANDRIA JOHNSON BOONE
President & CEO, Gap Communications Group via the Power Networking
& Expo (July 10 – 13,
2024)
Experience
The CRVA’s Visitor Info Center team provides frontline expertise to help visitors maximize their time in Charlotte . With locations at Charlotte Douglas International Airport and two in Uptown Charlotte (Wells Fargo Plaza and the Charlotte Convention Center), the team provides recommendations , maps and additional visitor resources to showcase the city. Charlotte Douglas is the nation’s sixth busiest airport and to support the growing volume of travelers, the team serves as an essential resource in servicing visitors. In FY24, the airport team managed 221,000 interactions, a 125% increase year-over-year.
To arm visitors and residents alike with quality, unique Charlotte-themed souvenirs, the Visitor Services team also offers a full suite of Queen City-themed merchandise at both Uptown locations and via a newly launched e-commerce site. In addition to ‘Charlotte’ branded merchandise, the center carries goods from more than 100 local businesses spanning art, food, jewelry and clothing.
As the procurement of specially curated inventory for visitors has grown, the team saw a 41% increase in retail sales in FY24.
Supporting the Sales and Destination Services teams, Visitor Services connects with the breadth of meetings and events happening in the city, staffing 21 large-scale events with Visitor Info Center specialists. And given that Charlotte sees more than 110 new net residents daily, community education opportunities such as Front Porch Sundays in South End’s Atherton Mill and Coffee with a Cop via Charlotte-Mecklenburg Police Department have become increasingly important.
250,000
Charlotte city guides distrubuted
102
local craftsmen and entrepreneurs featured in merchandise
221,000
interactions at Charlotte Douglas International
VISITOR INFO CENTER
SUPPORTING HOSPITALITY
It often comes as a surprise to locals that 1 in 9 jobs are hospitality-related and that we welcome more visitors annually than both Asheville and Charleston combined (Charlotte saw 32 million visitors in 2023).
Lifting up these hospitality-related business that create jobs and opportunities for our region is one of the core strategies of the CRVA. Efforts surrounding the CRVA’s Partners in Tourism in addition to supporting film production recruitment through Charlotte Film are programs that connect businesses and professionals to those coveted opportunities that keep the Queen City’s visitor economy booming
Partners in Tourism encompasses more than 600 hospitality-related businesses and organizations in Charlotte such as restaurants, hoteliers, attractions and service providers. As the city’s visitor economy expands, Partners in Tourism is a critical resource that promotes the power of travel in the Charlotte region and links partners with opportunities to tap into visitor spending.
Through effective networking opportunities, targeted advertising, promotional events and industry research and information, engagement of these 600+ businesses grows each and every year. In FY24, the CRVA team participated in 230+ partner visits to area businesses, while also strengthening the onboarding process for new partners. Regular partner gathering events such as Morning Mix, Connection and Partner of the Year Awards provide education, camaraderie and networking that regularly draws several hundred individuals for each event to share in their collective impact.
`Minority- and/or Women-owned Business Enterprise (MWBE) businesses have been a particular focus with targeted efforts to further those relationships and share the impact that visitors can have on their bottom line.
“Through taking initiative, asking questions, and most importantly following up, CRVA introduced me to ESPA which introduced me to five additional opportunities and several key contacts along the way. All of these opportunities presented themselves thanks to being a part of CRVA Partners In Tourism.”
LAUREN ANSLEY Founder & CEO, Ansley Corporate Entertainment
“Starting off as a new event venue in Charlotte, one of the first investments we made was to join the CRVA Partners in Tourism program. We immediately felt so welcomed and our network expanded. The CRVA team, as well as other partners in the program, have brought so much awareness to our venue - and even several events!”
JOE YOUANNAS
President, The Union at Station West
The Partners in Tourism Awards has grown into a not-to-be-missed celebration with more than 550 hospitality and tourism professionals in attendance . With 20 supporting sponsors such as American Airlines and Atrium Health, the event celebrates both businesses and individuals who are shaping the face of tourism in Charlotte. This year’s ceremony featured a special performance by Charlotte’s own original trap choir Sainted, renowned for shining a spotlight on the city through their “America’s Got Talent” performances.
Categories spanned “Small Business of the Year” with Conder Flag winning for their effective promotion of events to “Unsung Heroes” who create memorable experiences like Andrew McGomery of Funny Bus. Former Hornets Sports & Entertainment CEO Fred Whitfield was awarded the top honor of Destination Impact Award for his tireless work in promoting tourism drivers such as the 2019 NBA All-Star Game, Jumpman Invitational, CIAA Men’s and Women’s Basketball Championship and more.
PARTNERS IN TOURISM AWARDS
Charlotte Film is the region’s official resource that links productions with location scouting, hotels, goods and services to ensure projects have positive and effective experiences during their time in the region. The area is also home to a robust talent pool that can accommodate complex production needs, while the city’s diverse backdrops range from rural to metropolitan featuring both stunning natural beauty and urban sophistication. As film recruitment continues to be a competitive industry, the team works closely with the North Carolina Film Office to fulfill rebates that incentivize crews to choose locations within the state.
FY24 filming was impacted by the Writers Guild of America and SAG-AFTRA strikes that took place during May – November 2023 with overall production nationwide being dramatically affected.
The Charlotte region saw more than $58.3 million in film-related spending and responded to more than 140 leads, even with the stike impacts. Significant business is readily correlated to the long-standing relationships Charlotte Film holds with producers, location scouts, filmmakers and more who look to the region for repeat business.
Total Film Spending:
$58.3M
Number of Project Leads:
144
9,201
5,319
CHARLOTTE FILM
Film-Related Hotel Room Nights:
Crew Positions Supported Via Film:
TV SERIES:
• The Hunting Wives – Lionsgate
• Blue Ridge – True Hero Productions (B-roll and additional footage)
FILMS:
• God’s Not Dead: In God We Trust
REALITY SHOWS:
• Military Makeover
• Road Trip America
• Diners, Drive-ins and Dives: Triple D Nation
• Ugliest House in America
• NASCAR: Full Speed
• House Hunters
• Hostage 911
• Road Trip Across America
STILL PHOTOGRAPHY:
• Buick
• Belk
• Lowe’s
COMMERCIALS:
• Puma
• North Carolina Lottery
• Sheetz
• Truist
• U.S. LawShield
• VRBO
• Peacock Sports
• Nissan
• Dexcom
• Ironman Tires
• Foot Locker
• Food Lion
• Harley-Davidson
• Bojangles
• Citgo
• CPI Security
• Circle K
• Air National Guard
• Adidas
• Foot Locker
MANAGING VENUES
The CRVA works as a trusted steward for the City of Charlotte to manage some of its most precious assets, landmarks including the NASCAR Hall of Fame, Bojangles Entertainment Complex, Spectrum Center and the Charlotte Convention Center. CRVA team members are charged with complex venue needs that contribute to memorable customer experiences, effective operations and profitability
These operational needs vary in scope and skillset, encompassing areas such as maintenance, electrical, safety and security, engineering, food and beverage, technology, contracting and custodial services. To keep these essential duties running smoothly, CRVA’s venue management expertise requires a keen eye on the future to understand the infrastructure demands that will not only maintain these venues for today, but also ensure they remain treasured visitor and resident assets for generations to come.
CRVA’s emphasis on its customer experience approach is to make its interactions a perceptionenhancing differentiator for its many brands. The exceptional service level the CRVA strives to reach creates lifelong brand advocates that produce the most sought-after form of marketing, positive word-of-mouth . Customer Experience is a foundational tenet of the CRVA’s culture and strategy, and as such, is regularly reinforced via employee trainings and ongoing measurement.
The team utilizes Net Promoter Score (NPS) methodology, a metric to measure how likely customers are to recommend a company, product or service. Various departments within venues and brands are measured via business-to-consumer (B2C) and business-to-business (B2B) to understand performance.
In FY24, the CRVA set a goal of a 70 on the NPS scale of -100 to +100. A score above 50 is considered “Excellent.” The team is proud to have achieved the final 70 rating in FY24 and continues to reinforce the program across all levels of the company.
CRVA SERVICE STANDARDS
1. Observe and proactively initiate the customer experience with a personalized greeting and a smile.
2. Engage the customer with thoughtful questions and active listening.
3. Take ownership and offer a complete solution to the customer’s needs.
4. Look for opportunities to deliver exceptional service and exceed expectations.
5. Ensure all customer needs have been met and offer an authentic closing with appreciation.
The Charlotte Convention Center continues to be an economic impact-inducing engine for the Queen City, hosting hundreds of conventions, meetings, events, sporting activities and consumer shows annually. In recent years, an expansion completed in FY22 has served as a vital bookings catalyst, allowing groups to benefit from additional breakout meeting space and flexible configurations.
The convention center reached a record annual revenue mark in FY24 by hosting 387 events with 476,925 in total attendance, including 37 conventions and trade shows, 21 assemblies, 12 consumer shows and 317 local meetings and events. These events enabled the Convention Center to generate a record $28.2 million in revenue for the year.
Related to CRVA’s emphasis on customer experience, the venue consistently receives outstanding favorability ratings in categories such as cleanliness, food quality and service and event management.
October 2023 and April 2024 were the two highest revenue months for the convention center with October coming in as the top revenue month in the history of the venue. Spurring this success, the convention center hosted the Community Summit North America 2023 via Dynamic Communities in October and the United Methodist General Conference spanning two and a half weeks in April. Also contributing to this record was a busier summer convention season in 2023 that included the Shriners
International Imperial Session and American Legion National Convention in addition to the Hospitality Industry Technology Exposition and Conference the following June in 2024, both slightly historically slower time periods for the venue.
MANAGING VENUES
IAVM VENUE EXCELLENCE AWARD
The Charlotte Convention Center was proud to be recognized as a Venue Excellence Award winner from the International Association of Venue Managers (IAVM) in FY24. The highly prestigious industry award recognizes IAVM venues of any type within the membership that demonstrate excellence in the management and operation of public assembly venues. This includes amphitheaters, arenas, auditoriums, casinos, complexes, convention centers, exhibit halls, fair/festival grounds, performing arts centers, race tracks, stadiums and university venues.
Bojangles Entertainment Complex has been an East Charlotte institution for more than seven decades where Charlotteans have gathered for traveling performances and events, while also experiencing graduations, recitals, hockey games and more.
The BOplex welcomed nearly 540,000 guests in FY24 while generating a record $14.9 million in revenue, surpassing FY23’s performance.
The AHL Charlotte Checkers continue to be the anchor tenant for Bojangles Coliseum, hosting 35 home games during the 2023-2024 season with 28 of them taking place on weekends. CRVA partners closely with the team to ensure their highly engaged “Checker Nation” has the amenities and access to keep fans coming back for more whether that’s through Zamboni rides, video scoreboard messaging or aiding with the team’s regularly rotating promotions schedule.
The complex benefitted from a connector expansion between the coliseum and auditorium that opened in 2020, which has breathed new life into hosting capabilities with increased concessions, restrooms and gathering space in the East CLT Room. To maintain the complex for generations to come, the CRVA is investing in ongoing capital improvement projects such as overhauls to its heating, ventilation and air conditioning (HVAC), extending the life of the Bojangles Coliseum roof and exploring other structural renovations.
MANAGING VENUES
As Bojangles Entertainment Complex has served as a beloved gathering place for residents since 1955, the venue was honored to stand with the community on May 6, 2024 as it hosted the “Celebration of Life” service for Deputy U.S. Marshal Thomas Weeks. The service coordinated by the Weeks family, City of Charlotte, U.S. Marshal Service, and various federal, state, and local law enforcement agencies paid tribute to Weeks and his fellow fallen officers involved in the tragic loss of several law enforcement officers within the Charlotte community. The BOplex team worked diligently to ensure that the venue and its full range of amenities were available to provide support and space for remembrance during the difficult time.
STANDOUT SHOWS IN FY24:
• 85 South Show Live
• Ivan Cornejo
• Raphael Saadiq
• Disney on Ice
• Jim Gaffigan
• Sin Bandera
• Myke Towers
• Fortune Feimster
• Shane Gillis
• Matt Rife
• John Mulaney
• Deon Cole Katt Williams
• Distant Worlds: Music from Final Fantasy
• Dancing with the Stars Live!
• We Them One’s Comedy Tour
• Don Omar
• Wanda Sykes
• Gunna
Number of Patrons:
539,760
$4.9M
$14,983,364
Promoters:
100
Net Promoter Score (NPS)
28
10
The CRVA works hand-in-hand with Hornets Sports & Entertainment (HSE) as it provides key services in engineering, facility operations, maintenance and custodial services for the 20,000-seat venue
The “Re!magine Spectrum Center” project kicked off in May 2024, upgrading club and hospitality experiences, concourse enhancements such as the Dr. Pepper Pavilion and The Nest fan section, food and beverage experiences including grab-and-go markets and social gathering spaces. Additional seating, elevating the overall fan experience and back-of-house space upgrades round out the twoyear project, which will be fully complete heading into the 2025-2026 NBA season.
The CRVA team is highly skilled in accommodating the diverse needs that an NBA arena demands. In addition to the 41 Charlotte Hornets home games , teammates stay busy year-round with floor changeovers, concert seating configurations and preparations for holding events ranging from monster truck rallies to circuses.
Sustainability has been a particular point of pride in recent years for both HSE and CRVA at the venue. From citywide partnerships to in-building processes to leading certifications, the team continues to explore opportunities to amplify its impact in creating a greener future for Charlotte, while also ensuring the venue maximizes experiences for its customers.
DEMANDING OCT. 2023 – MAY 2024 SCHEDULE
• 41 home Hornets games
• 40 concerts, family entertainment and comedy shows such Bad Bunny, Eagles, Pink, Olivia Rodrigo, The 1975, Aventura, Romeo Santos, WWE Smackdown, Jurassic World and Nate Bergatze
• 2023 Jumpman Invitational Tournament
• Ally Tipoff Tournament
• 2024 NCAA Men’s Basketball First & Second Rounds
• Naismith Hall of Fame Tournament
• 30+ internal events including the Hornets Heroes Gala, Purple and Teal Scrimmage, HSE press events and Charlotte Hornets 13th Annual Cornucopia
PARTNERSHIP WITH COKE CONSOLIDATED RESULTED IN OVER
10 tons OF ALUMINUM AND PLASTIC BEING RECYCLED
PARTNERSHIP WITH INNOVATION BARN THAT HAS RESULTED IN OVER
12
OF GLASS RECYCLED
MANAGING VENUES
The NASCAR Hall of Fame is a dynamic and valued asset in Charlotte and within the motorsports industry. The Hall served as a catalyst for development in the Brooklyn Village Avenue corridor and continues to make significant contributions to the health and vitality of the Charlotte region.
Fulfilling an essential aspect of its mission to create economic impact as a must-visit iconic landmark, the NASCAR Hall attracts visitors from across the country and around the world
The Hall also serves and supports residents and the local community through its education programs, charitable initiatives and unique venue rental offerings. A blended business model encompassing general consumer attendance, groups, and events has proven effective as a contributor to the CRVA’s financial success . The CRVA’s commitment to operating a premier sports hall of fame is reflected in the NASCAR Hall of Fame’s FY24 record-setting achievements
INDUCTION
Enshrinement in the NASCAR Hall of Fame is universally considered the pinnacle of a career in NASCAR and is tied to the aspirations of so many in a storied industry with deep roots in the Charlotte region. The Class of 2024 that included Donnie Allison, Jimmie Johnson and Chad Knaus was officially inducted on January 19, 2024, comprising the 14th class of Hall of Famers. Janet Guthrie was honored as the Landmark Award recipient and Shav Glick the Squier-Hall Award honoree. In addition to producing and executing the Official Induction Dinner and Ceremony in collaboration with NASCAR, a robust series of public programs offered plenty of opportunities for fans to experience the NASCAR Hall of Fame during its celebratory weekend. In May, the Class of 2025 was selected with their induction scheduled for February 7, 2025.
MANAGING VENUES
INDUSTRY RELATIONS
Strong relationships with key motorsports industry stakeholders have made the NASCAR Hall a trusted partner for NASCAR, teams, sponsors, drivers and media. The Hall of Fame is a preferred location for major announcements, serving as the recognized home for honoring NASCAR’s legends, evolving history, celebrated heritage and family-oriented traditions. The NASCAR Hall also implements strategic activities at tracks and races across the U.S. This level of partnership and strong industry relations translates into new exhibits, artifact acquisition, contributions to our Foundation, participation in our education programs and public programming.
The NASCAR Hall of Fame invests significant resources to maintain a dynamic guest experience that captures the innovative spirit of NASCAR and reflects the energy of the sport. Nine significant display areas were updated, including The King’s Hat in honor of the Petty family’s 75 years in NASCAR, highlighting the careers of future hall of famers Kevin Harvick and Kurt Busch, the transformative street course race in Chicago and Victory Lane display. In 2024, simulator bodies were updated to reflect NASCAR’s latest generation of Cup Series race car. Various interactive displays and dynamic digital content have been upgraded along with limited-time commemorative moments, all of which offer an exciting experience for avid and casual fans along with NASCAR novices.
EDUCATION & PUBLIC PROGRAMS
A key part of the NASCAR Hall of Fame’s mission is to provide inspiring educational and public program experiences. These efforts serve the greater Charlotte region, enhance the venue’s outreach and help build strong guest affinity. Over 21,000 students across all grade levels engaged with STE(A)M-based learning activities, aligned with age-appropriate curriculum requirements. Champ’s Camps Spring and Summer offerings continues to show strong demand and receive positive community response. This year included the addition of a rising 9th grade class that was mentored by NASCAR Hall Inductee Jerry Cook and his family. The NASCAR Hall of Fame Foundation’s success in expanding access to education programs is further outlined in the Commitment to Community section of this report.
21,000+
SCHOLARSHIPS (doubled from FY23) EDUCATION
8,000+ STUDENTS
FINANCIAL OVERVIEW
The CRVA’s funding model is a blend of the revenues that the organization’s brands generate in addition to tax dollars entrusted via the City of Charlotte via hotel, motel and food and beverage tax dollars. This “One CRVA” model creates a balanced approach to organizational success with checks and balances in its strategy measurement approach to ensure brands are meeting, and even exceeding operating revenues to maximize results.
The CRVA is especially proud to be a trusted steward of hospitality-produced tax dollars and its strategy is anchored in driving significant economic growth that translates into investments for quality of life assets and infrastructure in Charlotte.
CAPITAL SUMMARY HIGHLIGHTS FOR MANAGED VENUES
In FY24, approximately $8M was invested in capital improvements for CRVA-managed venues. Noteworthy projects included:
CHARLOTTE CONVENTION CENTER
• Richardson Ballroom Lighting Controls and Airwalls
• Escalator Modifications
NASCAR HALL OF FAME
• Exterior Ribbon Lighting System
• Exhibit Lighting Fixtures and Controls
BOJANGLES ENTERTAINMENT COMPLEX
• Security Upgrades and Enhancements
• Digital Radio System
SPECTRUM CENTER
• Mechanical Systems Upgrades
• Security Upgrades and Enhancements
IN FY24, THE CRVA ACHIEVED ITS highest operating revenue in history, SURPASSING THE PREVIOUS HIGH ESTABLISHED LAST YEAR IN FY23
$55.9M
OPERATIONAL AND CAPITAL EXPENSES: $104.0M
SURPLUS TO FUND BALANCE: $7.8M CRVA PRE-AUDITED WORKING FUND BALANCE IS $33.5M The final audit is available December 2024.
VENDOR AND SUPPLIER DIVERSITY
CRVA’s core values have long touted ‘ Inclusion ’ with a directive to employees that following through on this core value is a shared responsibility that requires a dedicated, long-term mindset . Inclusivity at the CRVA is practiced through intention-setting , relationship-building and celebrating the unique personal differences that make our collective whole stronger. As an organization charged with promoting Charlotte authentically, the CRVA is proud of its commitment to inclusivity that continuously works to expand its efforts in bringing together diverse individuals who can help take our brands to new heights.
In FY24, the CRVA continued to strengthen its procurement efforts to partner with Minority and Women-Owned Business Enterprises (MWBE) related to bidding and contracting opportunities. The Finance team has partnered with various internal departments to greatly expand its efforts in proactively building relationships with MWBE businesses. These types of vendors range from videographers and marketing consultants to specialty food and beverage suppliers.
Some FY24 milestones of note below:
• Became a corporate partner for the 8th cohort of the City of Charlotte’s AMP Up Charlotte, which provides business education, networking and access to capital and contracting. As part of the program, the CRVA hosted events and offered its expertise to help participants with their business plans, financials and pitches.
• Joined the Mecklenburg County Supplier Diversity & Inclusion Roundtable (SDIR) and continues to be a part of the SDIR’s important work and impact.
• Began partnering with Queen City Women in Business (QCWIB), which connects women-owned small businesses to corporate and government opportunities. Teammates participated in business matchmaking events and enlisted CEO Dawn Nicole McIlwain for internal trainings on how to work with small businesses better.
• Hosted panel discussions for MWBE businesses as well as Supplier Readiness, Education and Trainings with topics such as “The Supplier Mindset,” “Building the Brand” and “Maximizing Results from Events and Networking.”
COMMITMENT to COMMUNITY
The CRVA holds its commitment to the community among its most critical charges. Every decision and every opportunity can be tied back to a singular question – “ does this create value for our community?” It’s that unwavering sense of responsibility that guides the CRVA’s strategy with an ultimate vision to grow the visitor economy in ways that create economic advancement and prosperity for all in the region.
Every step – big or small – in this journey matters as we invest time and resources into a broad range of initiatives that help to positively impact quality of life in the region.
NASCAR HALL OF FAME FOUNDATION
The NASCAR Hall of Fame Foundation is a 501(c)(3) nonprofit whose mission includes providing economically challenged students (pre-K through 12th grade) access to learning opportunities that harness NASCAR’s longstanding tradition of winning through innovation. Utilizing real-world applications from NASCAR, the Foundation provides student field trips for economically challenged students and access to the Hall’s STE(A)M curriculum that builds career exploration and vital exposure learning experiences.
The Foundation had another record year of successes and celebrations, welcoming more than more than 8,000 students through scholarship support, which was an increase of more than 4,000 students in just one year. This represents more than $104,000 in scholarship support and approximately 38% of the total Education Program’s total students served for the Hall.
One of the largest contributors to the advancements made in scholarships have been fundraisers such as the urban rappelling event Over the Edge held in October 2023, which raised $126,000. Relationship-building with area educational programs and institutions has been an ongoing focus as well. Partnerships have been built with Meck Pre-K, Mallard Creek STEM Academy, McClintock Middle School, among others. The Foundation looks forward to continuing to build on its momentum in the year ahead to keep creating valuable education opportunities for future generations.
CHARLOTTE PLAYGROUND BUILD
In April, several CRVA team members joined together for the United Way of Greater Charlotte’s 19th Annual Charlotte Playground Build at Westerly Hills Academy, a Title 1 elementary school in West Charlotte. The CRVA team joined 250 volunteers from 16 Charlotte area companies to install new playground equipment and complete projects in and around the school.
The CRVA team partnered with Center City Partners volunteers to redesign the indoor teachers’ lounge and Messer Construction to build an outdoor classroom.
SPECIAL EVENTS & GRANTS PROGRAM
Charlotte’s four seasons of festivals, performances, celebrations and events contribute to the vibrancy the city offers for its visitors and residents alike. Through the CRVA Special Events & Grants Program, the CRVA supports this local programming to ensure maximum exposure of special events through an in-kind marketing grant program. The program offers robust marketing and communications resources that the CRVA utilizes to promote the destination and help drive hotel room night stays.
Inclusion in these resources such as social media channels, eNewsletters and digital articles becomes valuable public relations and marketing exposure for these events to help them promote attendance and awareness. In FY24, the Marketing and Communications team awarded three special events with more than $12,241 of total in-kind marketing support using CRVA-owned assets and team expertise. Among those awarded were the Festival of India, ArtPop Upcycled Fashion Show and Durag Festival.
CONVENTIONS WITH A CAUSE
Beyond their economic impact, many meetings and conventions contribute to the region by advancing worthy causes through in-kind donations, charitable giving and volunteer service projects that extend well beyond the walls of the Convention Center. These groups can choose from various prevetted organizations, providing event attendees with meaningful experiences that leave a lasting impact on the Charlotte community.
During the Hospitality Industry Technology Exposition and Conference (HITEC) held at the Convention Center, an exhibitor inquired about donating display furniture used during the conference to a local charity. The CRVA connected them with Beds for Kids, a 501(c)(3) Charlotte-based furniture bank that plays a vital role in providing beds and essential furniture to children and families in need. What began as a single donation of eight items from one exhibitor grew into a significant contribution of more than 50 substantial furniture items from six vendors, thanks to the coordination between the exhibitor, the non-profit, and our team.
STRATEGIC EVENTS
Strategic events are a key part of the CRVA’s destination tourism strategy and possess long-term benefits such as generating economic impact, providing valuable destination brand exposure to new and expanded audiences and showcasing Charlotte’s strong quality of life attributes.
Each year brings new opportunities for strategic events and the CRVA continuously evaluates these economic impactinducing opportunities with key partners such as the City of Charlotte and various economic development agencies. In FY24, the CRVA focused on efforts including the following.
NOMADNESS FEST
NOMADNESS Fest is a tourism festival for travelers of color, bringing stories, leaders, resources, and community together in one place. The event is an in-person celebration for their online travel community Nomadness Travel Tribe, made up of 30,000 travelers of color and content creators. To amplify the ‘Charlotte’ brand theme of diversity and inclusion, the team partnered with NOMADNESS and Charlotte’s own Durag Festival to reach multicultural audiences through a brand activation during the 2023 Festival hosted in Louisville, KY. With help from Charlotte’s Durag Fest team, festival attendees were invited to design their own durag, sparking creativity and opportunities to promote Charlotte experiences.
A post-event survey asking festival attendees if their perception of Charlotte changed after visiting the brand activation resulted in an 86 percent positive change. The collective efforts contributed to a meaningful and lasting impact, most notably resulting in Charlotte winning the bid to host NOMADNESS Fest in fall 2024.
JUMPMAN INVITATIONAL
The CRVA continued its strong partnership with the Charlotte Sports Foundation and Jordan Brand for the second year of the Jumpman Invitational, featuring eight nationally aired ‘Charlotte’ television commercials during the broadcast on ESPN and ESPN2 as well as televisionvisible branding on courtside and digital basket rotational signage. The event garnered combined crowds of 23,000+ people in attendance and 2,261,000 million viewers on television. The Marketing and Communications team also supported the event with social media coverage highlighting the event’s elevated and unique Jordan Brand atmosphere in Charlotte.
MARCH MADNESS
March Madness returned to Charlotte with six NCAA men’s basketball tournament games hosted at Spectrum Center. With all eyes on the Queen City as fans flocked to hotels, restaurants and through the airport, the Marketing and Communications team launched a digital campaign aimed at maximizing a full weekend of Charlotte experiences. This media campaign included paid social media ads and paid search elements, driving users to a dedicated landing page on charlottesgotalot.com. With over a million impressions served and 20,000 click-throughs, this campaign helped reinforce the perception that Charlotte is a prime destination to watch and experience high-profile sporting events. In addition, the Destination Services team reinforced welcoming and hospitality efforts working in partnership with NCAA’s logistics team.
LOVIN’ LIFE MUSIC FESTIVAL
2024 marked the inaugural year for the Lovin’ Life Music Festival produced by Southern Entertainment in Uptown Charlotte’s First Ward Park. The three-day music festival included headliners such as Post Malone, Noah Kahan, Steve Nicks, The Avett Brothers, DaBaby and Maggie Rogers. An estimated 80,000 people were in attendance attracting visitors to bolster hotel room night production. The CRVA supported the festival with business development funding and marketing promotion via its channels and website. Hotel performance indicators showed a 25% year-over-year increase an Uptown occupancy (83%) and a 12.5% increase in average daily rate (ADR; $231). 2024 dates have been set for May 2 – 5, 2025.
