VISIT DENVER Memorandum DATE: June 23, 2022 TO: Ginger White, Executive Director, Denver Arts & Venues FROM: Richard W. Scharf, President & CEO MAY 2022 MONTHLY VARIANCE REPORT Direct Economic Impact: Definite Convention Business: $59.5 million 2022 MONTHLY VARIANCE REPORT Convention Sales Measurements
Definite/Confirmed Room Night Production Visit Denver Convention Sales production for the month of May exceeded our monthly goal (44,210 vs. 41,906). We are also ahead of our year-to-date goal (248,888 vs. 211,215).
Leads and Lead Room Night Production The lead production for the month of May exceeded our monthly goal (330 leads vs. a goal of 230). These leads represent 540,806 room nights, which exceeded our monthly goal of 348,176. We are also ahead of our year-to-date lead goal (1,426 vs. 1,154), and we are also ahead our year-to-date lead room night goal (2,142,488 vs. 1,742,750).
Tourism Sales Measurements
International Trade, Domestic Group/Wedding/Tour and International 3rd Party/Online Room Nights Booked The Tourism Department has tracked 1,337 room nights for May 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 in Q3-Q4 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 May were 4,512,334. Total visits to all websites were 1,029,197. In addition, there was 1 mobile application visit for a monthly total of 1,029,198 visits, which is up 36.6% from May 2021. ● 800 Number Inquiries/Official Visitors Guides Requests For the month of May, usage of the 800-number increased for travel planning by 11.7% over May 2021 (182 in 2022 v. 163 in 2021). Requests for the Official Visitors Guide during the month of May were down 16% compared to 2021 at 8,984 v. 10,737. 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 April 2021. Year-to-date contacts for all centers increased 1--% compared to 2021. 3) Public Relations In May 2022, the communications team garnered $852,590 in domestic advertising value equivalency (AVE), compared with $1,853,735 in May 2021. International AVE reached $133,308 in May 2022, compared to $284,614 in May 2021. This month the team conducted the following media relations initiatives: Matthew Payne, Executive Director of Denver Sports Commission, appearance on KOA to discuss the Avalanche playoff games economic impact on downtown Hosted Peter Greenberg’s Eye On Travel broadcast on CBS National Radio In addition, the team hosted four media FAMs with a total of four journalists.