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Monthly Reporting & Performance Measures September 2019


Conventions – Marketing Summary  The Conventions Elevated campaign continued in September, including cover wraps in The Meeting Professional and Meetings & Conventions, a belly band in USAE and full-page placements in Colorado Meetings and Events Magazine and Colorado Mountain Meetings.  Continuation of online search key word buys, as well as maintaining a presence on national online sites  There were 296,457 meeting planner impressions in August 2019 (there is a one month lag time in reporting)

September 2019 VISIT DENVER | www.visitdenver.com


Conventions – Executive Summary

#

# of Delegates

# of Room Nights

Economic Impact (Millions)

#

# of Delegates

# of Room Nights

Economic Impact (Millions)

Definites

6

11,865

22,921

$20,166,112

110

10,427

26,502

$17,016,864

$37,182,976

Leads/Tentatives

50

213,354

339,073 $436,095,576

284

70,901

201,549

$115,710,432

$551,806,008

Site Tours

14

64,743

159,875 $132,334,692

19

4,180

13,130

$6,821,760

$139,156,452

Lost Business

63

241,455

389,369 $493,534,020

246

79,733

207,463

$130,124,256

$623,658,276

Top Destinations Lost Business To

Top Reasons for Lost Business

#1

San Antonio

#1

Convention Center Unavailable

#2

Orlando

#2

Meeting Canceled (Outdoor Retailer Winter Market canceled 2019-2022) September 2019 VISIT DENVER | www.visitdenver.com


Conventions – Definite/Confirmed Room Nights For the Month

Goal

Actual

60 40 20

Year-to-Date

Goal

City-wide

Total

Room Nights

Thousands

Thousands

Room Nights

Actual

600 400 200

0 Individual

City-wide

Room Nights For the Month

Goal

Actual

Individual

25,749

City-wide

Total

0

Total

Individual

Attendance

Estimated Economic Impact

Room Nights Year-to-Date

Goal

Actual

Attendance

Estimated Economic Impact

26,502

10,427

$17.0 million

Individual

238,735

283,082

137,636

$224.6 million

32,001

22,921

11,865

$20.2 million

City-wide

287,997

313,701

183,301

$406.2 million

57,750

49,423

22,292

$37.2 million

Total

526,732

596,783

320,937

$630.8 million

September 2019

Exhibit A.1.a

VISIT DENVER | www.visitdenver.com


Conventions – Lead Room Nights Generated For the Month

Goal

Actual

600

Year-to-Date

400 200

Individual City-wide

Room Nights For the Month

Goal

Actual

Individual

156,002

City-wide

Total

Actual

5,000 4,000 3,000 2,000 1,000 0

0 Individual

Goal

Room Nights

Thousands

Thousands

Room Nights

City-wide

Total

Total

Attendance

Estimated Economic Impact

Room Nights Year-toDate

201,549

70,901

$115.7 million

Individual

227,334

339,073

213,354

$436.1 million

383,336

540,622

284,255

$551.8 million

Attendance

Estimated Economic Impact

1,403,988 2,046,821

729,383

$1.2 billion

City-wide

2,045,995 2,440,057

1,622,164

$3.3 billion

Total

3,449,983 4,486,878

2,351,547

$4.5 billion

Goal

Actual

September 2019

Exhibit A.2

VISIT DENVER | www.visitdenver.com


Conventions – Hotel & Center Leads Generated For the Month

Goal

Leads

Actual

Year-to-Date

Leads

400

4,000

300

3,000

200

2,000

100

1,000

0 Individual

City-wide

Goal

Actual

0

Total

Individual

City-wide

Total

Leads For the Month

Goal

Actual

Leads Year-to-Date

Goal

Actual

Individual

184

284

Individual

1,648

2,721

City-wide

40

50

City-wide

354

387

Total

224

334

Total

2,002

3,108

September 2019

Exhibit A.2

VISIT DENVER | www.visitdenver.com


Conventions – Customer Service Evaluations January

February

March

April

May

June

July

August

September

October

November December

Sales Professionalism

Knowledge

0% 0% 0%

96% 92% 92%

98% 97% 97%

99% 99% 99%

98% 97% 98%

100% 100% 97%

100% 100% 100%

86% 81% 86%

94% 94% 94%

Lead Service

0%

92%

97%

99%

98%

99%

100%

83%

94%

0% 0% 0%

83% 83% 83%

96% 96% 96%

99% 99% 99%

100% 100% 100%

100% 100% 100%

100% 100% 100%

97% 100% 100%

94% 94% 94%

0%

83%

95%

99%

100%

100%

100%

97%

94%

0%

0%

100%

100%

100%

100%

100%

100%

100%

16

14

19

12

8

6

9

Responsiveness

Services Professionalism Responsiveness Knowledge Lead & Referral Service Overall Quality of Service Number of Surveys Completed

0

4

Immediately following a convention or meeting in Denver, the meeting planner is sent a survey regarding their experience with VISIT DENVER's Sales and Service staff and effort.

Source: VISIT DENVER Post-Convention Surveys

September 2019

Exhibit B

VISIT DENVER | www.visitdenver.com


Conventions – Denver’s Destination Image

Number of surveys sampled: 36 Source: VISIT DENVER Post Convention Surveys – 2019 3rd Quarter

Exhibit B VISIT DENVER | www.visitdenver.com


Tourism – Sales & Marketing Summary International Marketing  Tradeshows/Sales Missions (12 tradeshows/2 sales missions YTD) o Brand USA Travel Week (London, UK): Brand USA launched the first Brand USA Travel Week tradeshow for travel company representatives from across Europe and U.S. destination marketers in 2019 in London. Generated 62 contacts from all over Europe during 36 appointments and educational sessions over 3 days. o Visit USA Roadshows (Netherlands): RMI Netherlands represented Denver and trained 135 total Dutch agents in Zwolle, Den Bosch and Rotterdam.  Site Inspections (30 international YTD) o Aspen Signature Tours (Australia): 3 managers o Cheval D’Aventure (France): 1 product manager o Helloworld (Australia): 8 U.S. specialist agents o Marco Vasco (France): 4 U.S. specialist agents o Colorado Tourism Office (France): 6 U.S. specialist agents o Colorado Tourism Office (China): 6 U.S. specialist agents Helloworld site inspection  New Programs Resulting from IPW 2018 (23 YTD, in addition to 13 in 2018) o Alidays (Italy): Group tour and fly/drive tour o America Unlimited (Germany): Denver city page and 2 fly/drive tours o Nyhavn Rejser (Denmark): Denver stopover on winter ski package  Additional New Programs (15 YTD; Total New Programs – 38 YTD) o Airtrip, ST World, Nippon Travel Agency & KNT (Japan): Four companies developed Denver city package promoting United Airlines Tokyo flight following a site inspection to Denver. o Vila Mada Viagens (Brazil): Denver city page feature  Marketing Initiatives (91 YTD) o Eight marketing co-ops with Denver exposure:  Brand USA Go USA TV videos  Brand USA Discovery Program Online Travel Agent Training  RMI Trade E-newsletter (France)  RMI Trade E-newsletter (Italy)  Infox Travel Trade Email (Germany)  TUI Ticketshop digital campaign (Germany)  Expedia Marketing Campaigns (Australia, Brazil, Mexico, Japan) o Brochure distribution at trade and consumer shows in Italy and Sweden

Marco Vasco site inspection Exhibit A.B

September 2019

VISIT DENVER | www.visitdenver.com


Tourism – Marketing Summary Domestic Leisure Group Marketing  New Programs (5 YTD) o EF GO Ahead Tour (MA): New tour series starting in Denver  Site Inspections (2 YTD)

o Collette Vacations (CT): 1 contracting manager Domestic Leisure Consumer Marketing  Tourism Marketing o Continued presence on Colorado.com. o Ongoing, PR, keyword buys and e-newsletter features. o 30.7 million impressions via tourism campaigns in August 2019 (586.4 million impressions YTD).  TID “Reclaim the Weekend” Campaign o The campaign continues to promote fall weekends in Denver, promoting festivals, events and reasons to plan a getaway in Denver.  Fall Campaigns o Claude Monet: The Truth of Nature Cooperative Campaign – Dedicated campaign promoting hotel packages featuring skip-the-lines tickets for the exhibition opening Oct. 21. o Fall/Cultural: In addition to Denver Arts Week, the campaign highlights performing arts, blockbuster exhibitions like The Science Behind Pixar at Denver Museum of Nature & Science, Denver Film Festival and Denver Fashion week. o Denver Arts Week: Campaign has launched to promote the city’s vibrant arts & cultural scene Nov. 1-9 with more than 150 organizations, galleries and museums implementing special programming. The week kicks off with First Friday Art Walks, Nov. 1 and free Night at the Museums on Saturday, Nov. 2.

Denver Arts Week Poster

 Mile High Culture Pass o 103 Mile High Culture Passes were sold in September 2019 v. 64 sold in September 2018. However, year-to-date sales are down year over year, with 862 sold YTD in 2019 v. 2,113 in 2018 for the same timeframe.  Denver CityPASS o During September, Denver CityPASS sold 96 tickets via VISITDENVER.com v. 115 sold in September 2018, after the program launched in May 2018. YTD sales in 2019 total 1,386 tickets.

Claude Monet: The Truth of Nature eBlast Exhibit A.B

September 2019

VISIT DENVER | www.visitdenver.com


Tourism – Executive Summary Tourism – Summary Metrics

YTD Results

Annual Goal

20,997

47,800

409

395

Travel Trade Contacts

1,405

1,627

Travel Trade Impressions

32,600

32,800

43*

20

Leisure Room Nights Tourism Travel Trade/Small Group Leads & Referrals

New or Expanded Programs Created

* Strong results generated after hosting IPW 2018.

Metrics

YTD Results

Site Inspections/Educational Trips Hosted

32

Companies/Planners Serviced

234

Exhibit A.B.1 September 2019 VISIT DENVER | www.visitdenver.com


Tourism – Leisure Room Nights

Room Nights for the Month

Goal

Actual

Room Nights Year-to-Date

Annual Goal

Actual

September

10,000

10,617

YTD

47,800

20,997

Note: Monthly projections for results may fluctuate due to report availability and timing for travel trade clients, i.e. all reports are voluntary and most results are not available until the fourth quarter of the year. Note: The 2018 Longwoods visitor research results indicate Denver’s marketable leisure visitors increased 2 percent v. 2017, representing the 15th straight year of this upward trend. Denver’s leisure visitors have increased 64% since 2006, compared to 22% nationally. Exhibit A.B.1 September 2019 VISIT DENVER | www.visitdenver.com


Tourism – Results & Economic Impact

*Individual hotel booking reports are the source for Mile High Holidays & other ongoing hotel promotions on VISITDENVER.com and DenverWeekends.com. ** Sources for economic impact are Longwoods International, National Tour Association and U.S. Department of Commerce/U.S. Travel Association Impressions: Number of travel trade and media exposed to Denver information via tradeshows, sales missions, trainings and marketing initiatives. Room Night Bookings: Number of group and individual hotel room night generated by Bureau tourism sales efforts. Figures provided by Denver hotels and tour operators with a 15-20% response rate for reporting. Leads & Referrals: Partner leads and referrals for definite future leisure business generated by Bureau tourism sales & marketing efforts to the domestic group and international travel trade and distributed to Bureau partners. Contacts: Sales contacts generated with domestic and international travel trade representatives to increase leisure visitors to Denver. Travel Products: New Denver travel package or Denver itinerary for a travel package/group tour developed and included in a travel company’s sales efforts.Exhibit A.B.1 September 2019 VISIT DENVER | www.visitdenver.com


Marketing – Executive Summary Marketing o The September MAC meeting was held on September 5. Crystal Ware, Director or Partner Performance at Location 3, spoke about how the foundational and advanced principles of digital marketing connect businesses with their target audience. o Denver Beer Week kicked off on September 27, with Oktoberfest and Great American Beer Fest being its bookends.

Interactive o Total visits to all websites in September were 758,283. In addition, there were 2,607 mobile application visits for a monthly total of 760,890 visits, which is down 7.6% from September 2018. Social Media o Reached 352,145 fans on VISIT DENVER’s Facebook page o Reached 134,511 followers on the @VisitDenver Twitter feed; 33,358 on @DenverKnowsFood Twitter feed; 5,837 on @DenverKnowsArts Twitter feed o Reached 95,512 followers on VISIT DENVER’s Instagram feed September 2019 VISIT DENVER | www.visitdenver.com


Marketing – Executive Summary Continued… PR/Communications

September 2019 VISIT DENVER | www.visitdenver.com


Public Relations – Earned Media Value For the Month 2019

2018

$4

Millions

Millions

2018

Year-to-Date

$2

2019

$80 $60 $40 $20

$0

$0

Total Publicity Value* in September

Total Publicity Value* Year-to-Date

Total Publicity Value For the Month

2018

2019

Total Publicity Value Year-to-Date

2018

2019

September

$3,829,004

$3,863,824

September

$74,829,335

$65,776,185

*This metric measures the value of print, broadcast and internet editorial coverage that is positive to the bureau and was assisted by the PR staff (nonadvertising), which is provided by Cision, Burrelles Luce, PR Newswire and TV Eyes in 2019.

Exhibit A.C.1 September 2019 VISIT DENVER | www.visitdenver.com


Interactive Touchpoints For the Month 2019

2018

1,500

Thousands

Thousands

2018

Year-to-Date

1,400 1,300

2019

15,000 10,000 5,000

1,200 1,100

0 Interactive Touchpoints* in September

Interactive Touchpoints* Year-to-Date

Interactive Touchpoints For the Month

2018

2019

Interactive Touchpoints Year-to-Date

2018

2019

September

1,254,897

1,438,231

September

10,203,111

12,253,507

*Touchpoints are a rollup of visits to the VISITDENVER.com desktop and mobile sites, uses of the VISIT DENVER mobile app and social media interactions (Facebook engagements, video views and Instagram engagements).

Exhibit A.D.1 September 2019 VISIT DENVER | www.visitdenver.com


Website Visits & App Downloads Website Visits by Channel

1,115 1,066 1,085 1,040 1,055 1,004 1,025 976 995 1,031 970 965 917 915 935 887 870 905 875 850 839 841 853 845 815 758 785 821 755 725 751 749 695 665 635 605 575 545 515 485 455 425 395 Jan Feb Mar Apr May June July Aug Sept

Bounce Rate

Time on Site (in minutes)

Thousands

Thousands

Website Visits 2018 2019

730 680 630 580 530 480 430 380 330 280 230 180 130 80 30 Jan

Desktop (2019)

Desktop (2018)

Mobile (2019)

Mobile (2018)

Tablet (2019)

Tablet (2018)

Feb Mar Apr May June July Aug Sept

Pages per Visit

Mobile App Downloads – June

Fiscal Year

YTD Average

Fiscal Year

YTD Average

Fiscal Year

YTD Average

2018

46%

2018

2:29

2018

2.4

2019

46.8%

2019

2:16

2019

2.2

% CHANGE

1.7%

% CHANGE

-8.5%

% CHANGE

-8.3%

iOS

357

Android

94

Total

445

Exhibit A.D.1.a September 2019 VISIT DENVER | www.visitdenver.com


Social Media

Thousands

YOY Facebook Engagement & YouTube Video Views 600 500 2019 FB Engagement

400

2018 FB Engagement

300

2019 Instagram Engagement

200

2018 Instagram Engagement

100

2019 Overall Video Views

0 Jan

Feb

March

April

May

June

July

August

Sept

2018 Overall Video Views

Social Media Statistics

Totals

Facebook likes – current total

352,145

Facebook likes - new (September)

1,421

Facebook People Engaged – current YTD total

1,511,114

Facebook People Engaged – new (September)

145,484

Overall Video Views – current YTD total

2,291,440

Overall Video Views – new (September)

517,667 Exhibit A.D.1.b &c September 2019 VISIT DENVER | www.visitdenver.com


Tourist Inquiry Touchpoints For the Month 2018

Year-to-Date

2019

2018

2019

13,000,000

1,500,000

12,000,000

1,400,000

11,000,000 1,300,000

10,000,000

1,200,000

9,000,000 Tourist Info Touchpoints* in September

Visitor Info Touchpoints* Year-to-Date

Tourist Information Touchpoints For the Month

2018

2019

Tourist Information Touchpoints Year-to-Date

2018

2019

September

1,295,477

1,485,180

September

10,763,788

12,771,413

*Touchpoints are a rollup of visits to the four Tourist Information Centers, requests for the Official Visitors Guide, calls to the toll-free number and the aforementioned Interactive Impressions number.

Exhibit A.D.2 September 2019 VISIT DENVER | www.visitdenver.com


Tourist Assistance & Guide Requests

Print Visitor Guide Requests

45

2018

2019

40 35

37

30

27

25

36 31 26 26

35

39 33

35 34

29

35 33

28 27

2018

32

Thousands

Thousands

Tourist Information Center Contacts

2019

70 60 50

29 40

20 15

30

10 20

5

10

0 Jan

Feb

Mar

Apr

May June July

Aug Sept

Jan Feb Mar April May June July Aug Sept

Exhibit A.D.2.a & b September 2019 VISIT DENVER | www.visitdenver.com


Most Visited Website Pages Top 10 Website Pages Rank

Page Name

# of views

1

Homepage

113,746

2

Thing to Do

54,464

3

Weekender

51,641

4

Events

49,284

5

Blog - Events this Weekend

37,423

6

Airport Rail

32,646

7

Denver Attractions

31,223

8

Day Trips Around Colorado

24,337

9

Must See Denver

22,690

10

Things to Do - Red Rocks

22,269 Exhibit B September 2019 VISIT DENVER | www.visitdenver.com


Website Local Referrals

Referring Website

To Website

Unique Visits

Flydenver.com

VISITDENVER.com

2

Denvergov.org

VISITDENVER.com

78

Total

80

Note: Data for traffic from VISITDENVER.com to City sites must come from City’s IT Department & DEN

March Program Running Totals

Subscribers

Open Rate

Denver 2-for-1 TIX

13,787

12%

Exhibit B September 2019 VISIT DENVER | www.visitdenver.com


Exhibit C – Finance Budget Recap

September 2019 VISIT DENVER | www.visitdenver.com

Profile for VISIT DENVER

City Report_September  

City Report_September