2022_February_Variance Report

VISIT DENVER Memorandum DATE: March 25, 2022 TO: Ginger White, Executive Director, Denver Arts & Venues FROM: Richard W. Scharf, President & CEO FEBRUARY 2022 MONTHLY VARIANCE REPORT Direct Economic Impact:  Definite Convention Business: $28.3 million 2022 MONTHLY VARIANCE REPORT Convention Sales Measurements 

Definite/Confirmed Room Night Production Visit Denver Convention Sales production for the month of February fell short of our monthly goal (31,303 vs. 42,049). We are also behind our year-to-date goal (73,963 vs. 84,097).

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Leads and Lead Room Night Production The lead production for the month of February fell short of our monthly goal (232 leads vs. a goal of 233).

These leads represent 285,514 room nights, which fell short of our monthly goal of 348,334. We are ahead of our year-to-date lead goal (475 vs. 465), but short of our year-to-date lead room night goal (670,165 vs. 696,666).

Tourism Sales Measurements 

International Trade, Domestic Group/Wedding/Tour and International 3rd Party/Online Room Nights Booked The Tourism Department has tracked 66 room nights for January 2022, lower than the monthly room night goal of 1,500.

The monthly results can fluctuate from projections because the majority of international and domestic group room nights are obtained by self-reporting of consumed room nights from clients; and only 15-20 percent of active clients provide room night results.

Note: Room nights reported as part of domestic leisure Online Travel Agency (OTA) programs on Expedia, which were reported as part of this goal in 2021, will continue to be tracked, but do not accrue to the annual Room Night Bookings goal.

Marketing Measurements 1) Visitor Inquiry Touchpoints (a roll-up of Interactive Impressions, 800 Number Inquiries, Visitor Guide Requests and Visitor Center Contacts)

● Interactive Touchpoints Total Interactive Touchpoints in February were 2,084,104.

Total visits to all websites were 537,594. In addition, there were 0 mobile application visits for a monthly total of 537,594 visits, which is up 75% from February 2021. ● 800 Number Inquiries/Official Visitors Guides Requests For the month of February, usage of the 800-number increased for travel planning by 66% over February 2021 (211 in 2022 v. 127 in 2021).

Requests for the Official Visitors Guide during the month of February were up 66% compared to 2021 at 7,709 v. 4,638.

2) Tourist Information Centers (TICs) There are four Tourist Information centers. Currently only the Colorado Convention Center (CCC) & Denver Union Station (DUS) are open. The airport (DEN) location remains closed during construction, as well the downtown center at 1575 California Street due to workforce issues from the pandemic. The DEN location has been closed since March 16, 2020 and the downtown location since March 16, 2020. The two open centers continued to increase compared with February 2021. Year-to-date contacts for all centers increased 1--% compared to 2021.

3) Public Relations In February 2022, the communications team garnered $2,549,457 in domestic advertising value equivalency (AVE), compared with $205,151 in February 2021. International AVE reached $185,319 in February 2022, compared to $79,625 in February 2021.

This month, the team distributed two press releases on the following topics:  “Dates announced for immersive experience by David Byrne and Mala Gaonkar presented by DCPA OffCenter opening August 2022”  “VISIT DENVER Hires Former Disney Executive as New Vice President of Tourism” In addition, the team hosted two media FAMs with a total of eight journalists, and conducted eight media deskside meetings in Los Angeles.