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DENVER 2024 MARKETING PLAN NOVEMBER 15, 2023 VISIT DENVER, THE CONVENTION & VISITORS BUREAU 1 5 5 5 C a l i f o r n i a S t r e e t , S u i t e 3 0 0 • D e n v e r, C O 8 0 2 0 2
VISITDENVER.com
VISIT DENVER, THE CONVENTION & VISITORS BUREAU MISSION
To bring conventions and leisure visitors to Denver for the economic benefit of the City, the community and our partners.
CONTENTS Public Relations Trends ...................Pages 116-118
VISIT DENVER
Review & Forecast ..............................Pages 4-14 Convention & Tourism SWOT .........Pages 15-21 Positioning & Messaging ...................Pages 22-25 Awards & Accolades .........................Pages 26-27
Digital Trends...................................Pages 119-122 Strategies & Tactics Situation Analysis, SWOT & Research Review .................................Pages 123-125
CONVENTION SALES
2024 Tourism Sales & Marketing Strategies ...........................Pages 126-127
Situation Analysis ..............................Pages 28-52 Market Segments ...............................Pages 53-60 Competitive & Product Overview .............................Pages 61-68 Denver Sports ....................................Pages 69-75 Strategies & Tactics 2024 Convention Sales Strategies & Tactics: ................................Pages 76-86 Integrated Marketing Campaigns: ...........Pages 86-89 Destination Services Efforts: ....................Pages 89-90
Tourism - All Markets: 2024 Tactics ......................................Pages 127-130 Domestic Consumer Market: 2024 Tactics ......................................Pages 130-132 Specific Campaigns in 2024 ...............Pages 132-139 Domestic Group Market: 2024 Tactics ......................................Pages 139-140 International Market: 2024 Tactics ......................................Pages 140-142
TOURISM
Situation Analysis & Markets Domestic Consumer Leisure Market ......Pages 91-107 Domestic Group & Travel Trade Leisure Market ...................................Pages 107-108 International Market ..........................Pages 109-115
VISIT DENVER
History & Organization ................Pages 143-145 Board of Directors .................................Page 146 Employee Directory ..............................Page 147 3
VISIT DENVER 2024 Marketing Plan
VISIT DENVER CONVENTION & TOURISM REVIEW & FORECAST
VISIT DENVER 2024 MARKETING PLAN Convention & Tourism 2023 Review & 2024 Forecast Each year, VISIT DENVER compiles this Marketing Plan, which contains a thorough study of industry information, customer feedback and consumer sentiment, as well as a situation analysis of local, national and international trends. Together, this information helps guide VISIT DENVER in developing its 2024 strategies and tactics.
increases in travel prices. While there are still several meaningful issues to face, a combination of recordbreaking 2022 travel results reported by Longwoods International; favorable industry studies from domestic and global research partners; and strong internal sales and marketing indicators all combine to allow this organization to feel the wind at its back for the first time in more than three years.
THE STATE OF DENVER’S TRAVEL INDUSTRY
The 2023 version of this report stated that, “There is no new normal.” VISIT DENVER came to that conclusion based on the available information at the time, noting a period of tremendous opportunities that were paired with new and rapidly evolving challenges related not only to the pandemic, but also to volatility in the global economy, political upheavals, social justice, changing travel habits and more.
Denver’s travel industry is back. It has been several years since such an unequivocal statement could be made about it. In 2022, growth had been strong but inconsistent, and a myriad of headwinds limited potential, everything from lingering concerns about COVID to dramatic 4
VISIT DENVER 2024 Marketing Plan
VISIT DENVER CONVENTION & TOURISM REVIEW & FORECAST
Today, there has been stabilization across nearly all key sectors that impact the global travel business. Travel demand, particularly from domestic leisure audiences, continues to grow despite continued concerns about travel prices and the looming threat of a recession. Demand in the group market continues to outpace earlier projections, with VISIT DENVER achieving lead volumes that exceed the organization’s 2019 high water mark. The international market has also surged back, particularly from North American and European destinations as all international flights have been restored with more on the way.
Despite these headwinds, and with a new City administration in place, VISIT DENVER’s outlook for 2024 is stronger than it has been in years. The organization retains a commitment to work through all challenges, known and unknown, with the same diligence and professionalism that has marked its stewardship of Denver’s travel industry for 114 years.
NATIONAL PERSPECTIVES
U.S. Travel Forecast for 2023 & Beyond The U.S. Travel Association (USTA) shows an optimistic outlook for 2023 and beyond in their U.S. Travel Forecast, Summer 2023 edition, with the latest figures available. As they have in past versions of this report, USTA offers their forecast in both a nominal and inflation-adjusted manner to give the industry a truer picture of recovery.
In response to these opportunities, VISIT DENVER continues to develop and execute comprehensive sales and marketing strategies that takes advantage of this renewed demand, while also ensuring the organization leans in, and does not put its guard down nor rest on its past successes.
Here are their primary takeaways for 2023 and beyond: Overall market: A return to more “normalized” growth of around 2 percent for domestic leisure travel, which will remain resilient despite some headwinds
There are innumerable reasons for doing so: Travel remains a highly competitive global business, with domestic visitors indicating increased demand for international trips, and domestic destinations also putting out savvy marketing messages. The recovery in the meetings market brings with it new demand dynamics that have upended decades of booking patterns. While inbound international demand is rising, few countries have yet to reach their 2019 travel levels. And the global airline industry continues to wrestle with service and staffing issues that can leave travelers feeling frustrated.
Rapid 2023 growth in domestic business travel, with
a slight slowdown toward the end of the year and into 2024 due to a still-expected mild recession. A full recovery in terms of volume has been pushed to 2025 and inflation-adjusted spending recovery remains beyond the range of the forecast A boost in international visitation. While still far
behind, international inbound travel is expected to experience the strongest growth of any segment throughout the range of the forecast, nearing full recovery in 2024 and exceeding it in 2025
Here in Denver, the travel product itself continues to evolve. Persistent crime and safety issues continue to impact the downtown area in particular, though significant progress has been made. Certain sectors of the industry, such as restaurants, continue to struggle with high food and labor prices and workforce issues, causing many closures and limited hours. Hotels, which have enjoyed high rates during the peak of the inflationary period, have not yet seen their occupancy return to 2019 levels, primarily due to softness in the transient business market.
Travel volume: Domestic leisure trips recovered in 2022, and are expected to return to more “normalized” rates of growth in 2023 and beyond Business travel trips are projected to recover in 2025 5
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VISIT DENVER CONVENTION & TOURISM REVIEW & FORECAST
International visitations are projected to recover in
Economic downturn: A mild recession is expected in the second half of 2023: • Although the economy dodged a recession and continued to grow during the first part of the year, thanks to strong consumer spending and a solid jobs market, the risks of a downturn later this year remain significant • Elevated inflation and interest rates are expected to constrain consumer spending, business hiring and investment in the second half of the year • Nevertheless, GDP growth for the year is projected to remain positive at 1.3 percent, followed by just 0.4 percent growth in 2024
2024 or 2025 Travel spending: Domestic leisure travel spending recovered in 2021 (though it somewhat regressed in 2022); It is expected to grow more modestly in 2023 and beyond Business travel spending when adjusted for inflation,
is not projected to recover within the range of the forecast, so not before 2027 or even 2028 International visitations are projected to recover
only in 2026
RECOVERY FORECAST FOR DOMESTIC & INTERNATIONAL TRAVEL VOLUME (% recovered compared to 2019)
2020
2022
2024
2025
116% INTERNATIONAL
104% DOMESTIC BUSINESS
111% DOMESTIC LEISURE
R E COV E R E D INTERNATIONAL
101% R E COV E R E D
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
DOMESTIC LEISURE
2023
DOMESTIC BUSINESS
96% 84% INTERNATIONAL
DOMESTIC BUSINESS
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
64%
80%
89%
2021
99%
106%
103%
101%
54% DOMESTIC BUSINESS
R E COV E R E D DOMESTIC LEISURE
0
28% INTERNATIONAL
20%
DOMESTIC LEISURE
40%
DOMESTIC LEISURE
60%
24% INTERNATIONAL
76%
80%
39% DOMESTIC BUSINESS
96%
100%
109%
FORECAST
110%
120%
2026
Source: U.S. Travel Association’s U.S. Travel Forecast Summer 2023
RECOVERY FORECAST FOR DOMESTIC & INTERNATIONAL TRAVEL SPENDING (% recovered compared to 2019 - adjusted for inflation) 120%
2020
2022
2023
2024
2025
103% INTERNATIONAL
DOMESTIC BUSINESS
DOMESTIC LEISURE
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
55%
73%
73%
RE COV E RE D
94%
93% INTERNATIONAL
106% 92%
89%
85% 74%
DOMESTIC BUSINESS
104%
101%
99% 22% INTERNATIONAL
R E COV E R E D
43% DOMESTIC BUSINESS
2021
DOMESTIC LEISURE
0
DOMESTIC LEISURE
20%
DOMESTIC LEISURE
40%
22% INTERNATIONAL
60%
34% DOMESTIC BUSINESS
82%
80%
104%
100%
105%
FORECAST
2026
Source: U.S. Travel Association’s U.S. Travel Forecast Summer 2023
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VISIT DENVER CONVENTION & TOURISM REVIEW & FORECAST
Economic indicators: MONETARY POLICY: The Fed raised rates by 25 points in May and July, after holding them in June, and policymakers stressed they will resume hiking if inflation proves to be stickier than expected. The Fed is expected to keep interest rates steady for the rest of this year before cutting them in early 2024.
In 2022, the latest figures available, Denver welcomed a record 36.3 million visitors, marking a 15 percent increase over 2021 and surpassing all historic tourism totals by a large margin. A record number of visitors also spent more money in Denver than ever before, generating $9.4 billion in tourism revenue, far beyond the previous record of $7 billion spent in 2019.
LABOR MARKET: Job growth was strong through
Overnight visitors totaled nearly 20 million, a 20 percent rise over the prior year. Growth was particularly strong in the domestic overnight leisure market, which rose by 13 percent over the prior year to a new high of 16.7 million visitors.
the summer, countering other signs that the labor market lost some steam. But job gains are expected to ease towards the end of the year and payrolls will decline as tight lending standards and the impact of cumulative Fed rate hikes weigh on labor demand and the broader economy.
Longwoods also studies the impacts of VISIT DENVER’s efforts to target “marketable” visitors, the primary focus of the organization’s promotional efforts. In 2022, these marketable visitors increased by 18 percent over 2021 surpassing eight million for the first time.
INFLATION: Inflation is expected to soften but re-
main high through the rest of 2023. The Consumer Price Index is expected to grow by 4.4 percent this year, well above the Fed’s 2 percent inflation target. Travel prices are expected to rise only 0.9 percent in 2023, primarily due to falling motor fuel prices. Inflation—Consumer as well as Travel—is expected to normalize after 2023.
Spending by overnight visitors increased in 2022 to $8 billion, a 45 percent increase over 2021. Among all traveler types, marketable leisure visitors spent the most at $229 per day followed by business travelers at $152 per day.
CONSUMER SPENDING: While consumer spending
remained strong through Q1 and into Q2, it will come under pressure due to an expected weakening in job and wage growth. Also, low- and middle-income households have exhausted most of their excess savings.
Longwoods International also conducted Return on Investment (ROI) research for VISIT DENVER’s largest advertising campaign of the year, the 2022 summer advertising campaign. The study revealed the strongest ROI numbers VISIT DENVER has ever seen, showing that the campaign generated 1.8 million incremental trips, generating $641 million in incremental visitor spending and $72 million in state and local taxes. Measured against spending, the campaign generated an ROI of $167 in visitor spending and $19 in taxes for every $1 in advertising investment.
Source: U.S. Travel Association Travel Forecast, Summer 2023
DENVER’S TRAVEL INDUSTRY 2022 Longwoods Visitor Study
VISIT DENVER has many ways to measure the impact of the travel industry on the city, but none are so eagerly anticipated as the Annual Visitor Profile from Longwoods International. Longwoods surveys domestic visitors 12 months a year and produces for its clients an annual report on visitation, spending, visitor demographics and more. Their methodology is the industry standard for this kind of study, with a high degree of confidence and low margin of error. Longwoods has been researching the Denver visitor market since 1994. 7
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DENVER 2023 PRODUCT UPDATE
Key numbers for 2022 include: Denver welcomed 36.3 million total visitors in 2022, including 19.9 million overnight visitors and 16.4 million day visitors.
The following section documents the current state of Denver’s tourism product. It is always important to document the strengths and weaknesses of the city’s infrastructure, since it is an area over which VISIT DENVER has little control. As is said around the organization on a regular basis, “we own nothing,” meaning that once the sales and marketing efforts do their job, it’s up to the business owners to close the deal.
Overnight leisure visitors totaled 16.7 million in
2022, a 13 percent increase over 2021. There were 8.3 million “marketable” leisure visitors
in 2022, an 18 percent increase over 2021. This segment has the most discretion on where to vacation and responds to tourism marketing. This audience is the primary focus of much of VISIT DENVER’s marketing efforts and spends more time and money in-market than any other leisure visitor type.
Denver Tourism Roadmap Update VISIT DENVER’s focus on the Denver Tourism Roadmap, a long-term destination strategic plan, continues to guide the organization and its goals. Despite the pandemic-related disruption to this Roadmap over the last three years, the six goals remain the same. There will also be an opportunity to update the Roadmap with the board and with the new City administration in 2024.
Denver visitors spent $9.4 billion in 2022, including
$8 billion from overnight visitors and an additional $1.4 billion in spending from day visitors. Total spending increased by 42.5 percent over 2021.
Tourism Roadmap Goals
Denver overnight visitors spent nearly $2.3 billion
on accommodations, and $1.3 billion on food and beverages. Expenditures by overnight visitors on transportation
reached nearly $2.7 billion. Retail purchases were $969 million, while overnight visitors spent nearly $685 million on paid attractions and other recreational and sightseeing activities. On average in 2022, the biggest spenders were
marketable travelers, who spent $229 per day, followed by business visitors, who spent $152 per day. Day visitors spent $88 per day. Out-of-state overnight leisure travelers comprised
Tourism Improvement District (TID)
76 percent of visitors.
The TID was formed in 2017, with the help of the Colorado Hotel & Lodging Association (CHLA), to make sure that Denver had the marketing funds available to grow the tourism and convention business well into the future. As part of its formation, the TID also dedicates funds annually to the City for the expansion of the Colorado Convention Center (CCC), and the remaining funds then flow to VISIT DENVER for sales and marketing efforts. Past efforts using the TID tax revenue include programs such as the annual Mile High Holidays campaign and the operations of the Mile High Tree as well as the MLB All-Star Game festivities. Both programs helped drive overnight business to Denver.
The top five states sending vacationers to Denver in
2022, apart from Colorado itself, were: • California • Texas • Arizona • Florida • Kansas The top five cities from outside of Colorado sending
leisure visitors to Denver in 2022 were: • Los Angeles, CA* • Phoenix, AZ* • Dallas-Ft. Worth, TX* • Chicago, IL* • New York City, NY* *Denotes VISIT DENVER advertising market
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In 2023 the TID remained committed to key strategic areas and its mission of increasing overnight demand by convention and meeting visitors, as well as leisure visitors to Denver, especially in our low- and off-peak seasons like major holidays and weekends. Specific programs include funding a holiday season marketing campaign highlighting the Mile High Tree, client concessions to attract meetings and conventions in future years, and regional leisure marketing.
and primarily on the strength of Denver International Airport (DEN) to provide convenient air service, and ground transportation from the airport to a compact, walkable downtown. DEN is Colorado’s largest economic engine, bringing in $33 billion annually. Based on the strength of its domestic network, DEN outperformed nearly every other airport in the country during and after the pandemic on a host of measures. In terms of passenger counts, DEN is the third busiest in the country and fifth busiest in the world (Source: DEN, October 2023 Air Service Profile). In 2022, DEN had 69.3 million passengers, surpassing the previous record set in 2019. Year-to-date in 2023, passenger traffic is up 13.3 percent versus 2019.
The TID continues to serve a significant role in helping Denver remain competitive when attracting conventions. While competing cities offer convention center discounts and financial incentives to book citywide business, the TID program has helped attract critical business with a robust economic impact. Additionally, there has been increased competition from megahotels (facilities so large that the entire meeting can be held in one hotel, eliminating the need for a convention center), competing for convention center business. Since the TID’s creation, VISIT DENVER has booked 35 groups with a $539 million economic impact, and $43 million in tax dollars. In 2023, VISIT DENVER has booked nine groups through TID incentives, worth $139.4 million in future economic impact which would result in nearly $11.2 million in tax dollars for our city.
DEN is also planning for future growth. Vision 100, the airport’s strategic plan, will enable it to prepare for and reach 100 million annual passengers. The strategic plan will serve as a blueprint to align decision-making and enable accountability so DEN can thoughtfully prepare to serve 100 million passengers in the next eight to 10 years. DEN’s strategic plan is centered on the four pillars of Vision 100 and under each pillar are strategic objectives: Powering our people Growing our infrastructure
Transportation & Accessibility
Maintaining what we have Expanding our global connections
The Regional Transportation District (RTD) & 16th Street Mall RTD services a population of 3.08 million in a services area of 2,342 square miles and 143 regular fixed routes. With 9,750 average daily active bus stops, RTD maintains the largest fleet of electric buses in the nation (26) to service the 16th Street Mall, and as of 2020, these electric buses had traveled more than 1.2 million miles carrying passengers throughout downtown. During July and August 2023, RTD offered zero fares across its system as part of the Zero Fare for Better Air initiative. This collaborative, statewide initiative, made possible by Colorado Senate Bill 22-180, in partnership with the Colorado Energy Office, is designed to reduce ground-level ozone by increasing the use of public transit. Current RTD customers also benefitted as they did not have to use or purchase fare products from July 1 – Aug. 31, 2023, during Colorado’s high ozone season.
Located almost exactly 1,000 miles from both Chicago and San Francisco, Denver is the most isolated city in North America, 600 miles from the closest city of comparable size and surrounded by minimally populated areas of prairie to the north, east and south, and mountains to the west. Denver International Airport Denver’s success in the 21st century, both in the leisure and meetings markets, relies heavily on its accessibility,
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Built in 1982, the 40-year-old 16th Street Mall is currently undergoing a major restoration. The project will reconfigure the Mall’s layout to create wider sidewalks, a new amenity zone and center-running Free Mall Ride shuttle service. Phased construction began in 2022, starting at Market Street and moving towards Broadway before reaching completion in late 2025.
Key features of the expansion include: Multi-function Bluebird Ballroom Space • The signature feature of the expansion is an 80,000-square-foot, column-free multi-function space that includes 19 subdivisions of varying sizes. Pre-function Concourse
• The new 35,000-square-foot wrap-around,
I-70 Project Central I-70, between I-25 and Chambers Road, is one of Colorado's economic backbones. It is home to 1,200 businesses, provides the regional connection to DEN and carries upwards of 200,000 vehicles per day. The highway is essential to tourism traffic, both from the airport to downtown and through Colorado from the east to the mountain resorts in the west.
pre-function concourse, which features dramatic views of the Rocky Mountains and is conveniently accessible via the center’s existing street-level lobbies. Rooftop Terrace
• The 20,000-square-foot rooftop terrace features spectacular views of the Rocky Mountains to the north and west and stunning views of Denver’s skyline to the east.
The Central I-70 Project, which was completed as of July 2023, reconstructed a 10-mile stretch of I-70 between Brighton Boulevard and Chambers Road, adding one new Express Lane in each direction, removing the aging 57-year-old viaduct, lowering the interstate between Brighton and Colorado Boulevards, and placing a four-acre park over a portion of the lowered interstate. Tolling of the Express Lanes began on July 11, 2023.
Hotels Supply continued to grow in Denver even during the pandemic but is leveling off as of August 2023. According to CoStar Group, pipeline properties are concentrated in the CBD and East/DEN areas of the Denver metro area.
Colorado Convention Center Expansion The expansion of the Colorado Convention Center (CCC) remains on track. Voters approved the project in 2015, and in July 2020, the City of Denver selected Hensel Phelps and TVS Design as the design/build team for the project. City Council approved the contract in fall 2020. Construction started in June 2021, and a "Raise the Roof" kick-off ceremony and press conference took place in September 2021. The expansion will be completed by December 2023.
Pipeline Properties Concentrated in Downtown & Airport 2,500 2,000
2,131
2,241
1,500 1,000
1,228 824
500
640
487
0 Boulder/ Longmont
Airport/ East
Denver CBD
North
South/ DTC
West
Source: CoStar 2023
VISIT DENVER has worked closely with ASM Global, Denver Office of Transportation and Infrastructure (DOTI) and the contracted team to minimize the impact on existing business, while also continuing to book new business during construction. Both VISIT DENVER and ASM Global are focused on driving new business to the expansion space beginning April 2024.
There are already more than 12,500 downtown hotel rooms within walking distance of the convention center and nearly 52,000 rooms in the metro area, with more on the way. According to CoStar, as of August 2023 there are 2,673 rooms under construction and an additional 4,878 rooms in final planning across all Denver submarkets. 10
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Restaurants
In 2022, many downtown Denver hotels celebrated openings, as well as multi-million-dollar renovations. Here is a shortlist: Originally set to open in 2021, the Thompson Denver by Hyatt opened in early 2022. Located in the heart of LoDo, the hotel also includes Chez Maggy by Michelin-starred chef Ludo Lefebvre.
Denver’s restaurants have always been a key pillar in the city’s reputation as a sophisticated urban destination. Discerning travelers choose destinations in part due to the strength of a city’s culinary offerings. Similarly, they may avoid destinations they don’t feel can provide them with the fresh, creative and adventurous dining options they crave.
The much anticipated Slate Hotel opened in May
2022 at the historic site of the original Emily Griffith Opportunity School across the street from the Colorado Convention Center and many other iconic Mile High attractions. This hotel adds 251 guest rooms to downtown Denver.
This was a volatile industry even before the pandemic, with razor-thin margins and persistent staffing challenges. COVID then unleashed upon restaurants nothing short of an existential crisis as public gathering places became highly restricted, and their in-person workforce went through several cycles of staff reductions and re-hirings.
In August 2022, Denver’s trendy RiNo Art District
welcomed the 140-room Vib by Best Western Hotels & Resorts. Its amenities include meeting and event space and an enclosed rooftop bar taking advantage of the views of the Rocky Mountains and Denver’s skyline.
Add to these challenges the steep rise in food costs that began in early 2022, which persists today, as well as high labor costs due to a tight job market and Denver’s high minimum wage, and the restaurants must feel they are in the perfect storm.
2023 had fewer hotels open: The Sonder Artesian, a 41-room property, opened in June 2023. Kasa RiNo Denver, a 24-room property in an existing
building, began operation in April 2023. On the positive side, the introduction of a new Colorado program from Michelin, the global leader in restaurant reviews, has significantly raised the profile of the Colorado dining scene in general and Denver in particular.
And there are more hotels in the works in Denver: The Cambria Hotel Denver Downtown, a new 153-room hotel, will open in RiNo in March 2024. Populus, the 265-room hotel planned adjacent to
Attractions, Cultural & Meeting Facilities
Civic Center Park, will feature a rooftop terrace. The property will be the first carbon positive hotel in the country and is scheduled to open in spring 2024.
After the devastating effects of the pandemic – the city’s creative community lost nearly 30,000 jobs and more than $1.4 billion in revenue between April 1 and July 31, 2020 – this vital and critical sector of Denver’s tourism product has roared back to life. The latest Colorado Business Committee for the Arts Economic Activity Study reported $2.6 billion in total economic activity in 2022, a 14 percent increase over 2019.
Offering only 18 rooms, the Urban Cowboy Denver
will bring a unique new experience to Uptown in June 2024. The Sonder Jefferson Park, a 93-room hotel, will
open in December 2024. Courtyard by Marriott Denver Stadium will add 118
rooms near Empower Field at Mile High in early 2025.
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According to Denver Center for the Performing Arts, in their 2021/2022 Community Report, their programs had the following impact and results: More than $203 million total economic impact
The reopening of Denver Art Museum’s Hamilton
More than 605,000 tickets distributed
Sports
More than 700,000 total guest interactions
The year of 2023 in the sports world was welcomed by most rights holders, after a tough three years that seemed like decades in the making. According to Matt Swenson of Connect Sports, “Predicting the future is unknown, but it appears safe to say the worst of the pandemic is over. Arenas and stadiums across the country are full again. Generally speaking, Americans are back to many of their old routines. The expectation is 2023 will be the closest to the ways things were, albeit with a few twists.”
Building Collection Galleries in May 2023, which included the Arts of Africa, Modern and Contemporary Art and Arts of Oceania galleries.
World premiere of “Theater of the Mind,” an
immersive production co-created by Talking Heads frontman David Byrne and artist writer Mala Gaonkar Additionally, according to Denver Arts & Venues, the City had a significant impact on residents across the city, including: More than 1,000 hosted cultural events 2.7 million attendees 350 artists and organizations receiving funding More than 80 active public art projects
All of this speaks to a city that values culture as one of its defining principles, a quality that is highly visible to visitors who seek to enrich their lives through culture on their visit.
“We have seen an upward trend in event participation for our sport by around 10 percent to 20 percent,” reports Connor Shane, director of national events at USA Racquetball. “Our regional events are coming back online in full force this year after almost three years of seeing obstacles from COVID-19.”
Some other significant cultural developments in the city include: DENVER WALLS, a major street art festival that took place in the RiNo neighborhood from Sept. 22 – Oct. 2, 2023. DENVER WALLS is tied to the global World Wide Walls event, which joins cities across the globe to beautify and connect local artists with their communities.
Denver was honored to host several events in 2023 that are keeping The Mile High City in the spotlight. National championships with USA Curling and USA Fencing brought title-chasing hopefuls to Denver, while the NCAA once again staged sold-out opening rounds of March Madness at Ball Arena.
The strong return of Denver’s major cultural festivals
This past year also brought another championship to the Kroenke Sports family and a first title to longsuffering Denver Nuggets fans everywhere. After a 47year wait, the Denver Nuggets topped the Miami Heat for the NBA World Championship this past June. For the future of sporting event recruiting, the future looks bright, and the Denver Sports Commission will continue to move ahead with evaluation of all levels of sports tourism.
such as March Powwow, Cinco De Mayo, Juneteenth, PrideFest, Cherry Creeks Arts Festival, Colorado Black Arts Festival and many others. Such a robust festival calendar offers locals and visitors alike multiple opportunities throughout the year to connect with the city’s diverse communities and artists.
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Festivals & Events
Hotel Sustainability Reports: In 2022, VISIT DENVER
surveyed downtown hotels on their sustainability practices, including Waste Management, Energy Conservation, Air Quality and more. The survey provides meeting planners and visitors with comparable information regarding the sustainable practices of Denver hotels.
2023 continued the trend of in-person events that started in 2022. Denver PrideFest received 550,000 visitors with another record-breaking attendance. Cherry Creek Arts Festival received 150,000 visitors and more than 225 artists, while Denver Day of Rock took place on June 3 this year (one week later than in 2022). Taste of Colorado was modified this year with the newly created Taste of Colorado at ¡Viva! Streets Denver, across four Sundays throughout the summer, and served as Denver’s first-ever large-scale Ciclovía. The Denver Center for the Performing Arts returned to a full schedule in 2022, which continued in 2023. Red Rocks Amphitheatre maintained its full schedule of events, including Yoga on the Rocks and Film on the Rocks.
Green Vendor Directory: VISIT DENVER provides a
one-stop resource to showcase vendors’ sustainability practices. The Green Vendor Directory allows visitors to sort businesses by certification type and practice. VISIT DENVER is proud to support and promote partners and their sustainable efforts. Colorado Convention Center’s commitment to
sustainability: • CCC’s certifications include LEED Existing Building – Operations and Maintenance Level GOLD; ISO Standard 14001 – Environmental Management System. The CCC will be pursuing LEED Gold certification for the new ballroom and rooftop terrace upon completion. • The CCC’s Waste Management Program, Energy and Water Conservation efforts, Air Quality policies and sustainable catering support the CCC’s commitment to making all events held at the Convention Center sustainable.
Sustainability Denver’s Office of Climate Action, Sustainability and Resiliency has led the way in decreasing the city’s greenhouse gas emissions and prioritizing a sustainable future for the city. Likewise, VISIT DENVER collaborates with our venues, hotels and other partners to ensure we are offering sustainable options that allow both the community and natural environment to thrive. Below are a few of VISIT DENVER’s sustainability efforts as well as those from our biggest partners: VISIT DENVER Environmental & Sustainability
Industry Recognitions: • In 2023, VISIT DENVER was recognized as a Silver Level member of the Colorado Green Business Network (CGBN). This is a voluntary program that encourages, supports and rewards organizations that make the move toward the goal of true, operational sustainability. • VISIT DENVER is also pursuing certification in the Event Industry Council’s (EIC) Sustainable Event Standards in 2023. These standards replaced the APEX/ASTM Environmentally Sustainable Meeting Standards in 2019, with an updated version released in 2022. VISIT DENVER was previously certified at Level II under the APEX/ASTM standards and had a goal of achieving Silver.
Denver International Airport’s dedication to energy
efficiency and the environment: The fifth busiest airport in the world holds a strong commitment to sustainability. Programs like the Environmental Management System, wastewater reduction, airport solar program, single-stream recycling and a partnership with the Colorado Green Business Network support the airport’s goals to reduce its impact on the environment. In addition, the RTD A Line offers a “green” way to travel to and from the airport.
13 VISIT DENVER 2024 Marketing Plan
VISIT DENVER CONVENTION & TOURISM REVIEW & FORECAST
Diverse Denver Recap & Statement
Based on opportunity areas identified by the 2021 DEI Perception Survey, staff-led Impact Teams researched and developed proposals for enhancing internal policies and practices, with the goal of enhancing DEI efforts. VISIT DENVER’s Board and leadership team have consistently embraced and guided this ongoing journey to enhance the organization’s DEI efforts.
VISIT DENVER continues to prioritize the core values of diversity, equity and inclusion (DEI) in all of its operations and sales/marketing efforts. The DEI Board Committee, which was formed in June 2020, provides ongoing input for focus areas of internal policies/ practices, community affiliations and support, social impact/work force development efforts and marketing efforts and programs.
The focus on DEI will remain as a constant thread, in 2023 and beyond, woven into the fabric of all things VISIT DENVER. There will be a focus on additional training and opportunities to keep an "outward mindset" top of mind through action and conversations, as well as continued work with the Board Committee and the DEI focus areas. This includes the organization’s official Commitment to Diversity, Equity and Inclusion:
With the engagement of Darrell Hammond, Sr., of Higher Ground Consulting, several DEI educational training courses for staff were conducted throughout 2022. All staff members participated in Outward Mindset workshops to gain more skills for interacting with clients, stakeholders and co-workers. In addition, staff recruitment efforts have increased the diversity among VISIT DENVER employees.
At VISIT DENVER, we believe that travel makes the world a smaller and more connected place. It brings people together and fosters interaction among diverse cultures. It builds understanding, appreciation, empathy and respect for one another. This core philosophy is a big part of who we are as a community and why Denver is one of the top destinations in the country to live and to visit. The Mile High City embraces and celebrates people of all races, ethnicities, abilities, gender identities and sexual orientation. We believe that Black lives matter and we reject any form of racial injustice. We also acknowledge that there remains a long road ahead to achieve true equity for all historically oppressed communities. With this in mind, VISIT DENVER is pledging a renewed sense of awareness and action to create change, both within our organization and in our city. While VISIT DENVER has consistently supported diversity, equity and inclusion, we also believe that we can, and we must, do better. We are committed to making these core values a way of life for our organization, our partners in the hospitality industry and our visitors.
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VISIT DENVER CONVENTION & TOURISM: SWOT
2024 CONVENTION & TOURISM: SWOT Strengths, Weaknesses, Opportunities & Threats Smart use of marketing funds in annual regional
STRENGTHS
and national tourism promotional campaigns, including advertising, public relations, social media and search marketing, will keep Denver top-of-mind for the nearly recovered domestic leisure travel market. This includes expanded national advertising in the first and fourth quarters, which are historically soft times for visitation from these segments.
The pandemic era appears to be over, at least for
now. Infection rates are low and concerns about the virus have largely receded, particularly as a barrier to travel. As proof of this, travel volumes and travel spending have recovered, in many cases surpassing the record levels set in 2019. Domestic leisure travel volume reached 101 percent of 2019 in 2022 and is expected to hit 103 percent by the end of this year (U.S. Travel Association).
The Denver Tourism Roadmap, launched in 2016
with input from more than 1,000 stakeholders, continues to guide the development of Denver’s tourism product for future years and help VISIT DENVER focus on the top priorities before, during and after the pandemic. This plan will be updated in 2024.
The Denver brand, which recently received a major
refresh, provides VISIT DENVER a strong platform from which to market the city, both from tourism and convention standpoints, positioning Denver as “uplifting by nature,” an outdoor city full of urban exploration and sophistication. As budgets exceed 2019 levels, VISIT DENVER will expand its sales and marketing presence in both leisure and convention segments.
The Tourism Improvement District (TID), launched in
2017, continues to add funds to help complete the expansion of the Colorado Convention Center (CCC), as well as attracting meeting business and marketing initiatives. A fully recovered TID budget is expected to be available in 2024. 15
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VISIT DENVER CONVENTION & TOURISM: SWOT
Denver has a mild year-round climate, 300 days of
The recently completed 39-gate expansion has also
sunshine and easy access to outdoor activities, both in the city and the nearby Rocky Mountains. This will be an important part of the brand in attracting visitors in the post-pandemic era with people who are seeking outdoor and less-populated areas to visit.
greatly enhanced DEN’s competitiveness and made the city more attractive, particularly to meeting planners. The A Line train from DEN to Denver Union Station,
which launched in April 2016, provides an efficient option for transportation between the airport and downtown for both meeting planners and leisure travelers, and addressed one of the main complaints from meeting planners.
Denver has a compact, walkable and vibrant down-
town that is easily accessible through a variety of means and includes a wide array of amenities that are attractive to residents and visitors alike, including many options for entertainment, arts and culture, sports, dining, nightlife, retail and outdoor activities. All of this is true despite current challenges related to crime and safety, as well as the reconstruction of the 16th Street Mall.
All international flights to DEN have returned in
2023, including United’s nonstop flight from Tokyo. Additional international nonstop flights are expected to be announced in the coming months. Denver continues to maintain its position as a top
New hotel product continues to be added to Denver’s
city for “green” meetings and has won many awards and recognition for sustainability.
supply and Denver has been a leader in supply percentage growth for the last decade. There are more than 6,500 properties in planning, or some phase of construction concentrated in the downtown and airport submarkets.
Denver has a highly regarded medical and bio-
science campus at Anschutz Medical Campus, which enhances the city’s reputation as a center for medical meetings and serves as a pool from which VISIT DENVER can recruit ambassadors to assist in the sales process, as well as provide experts and speakers for related groups.
Denver is a central location for meetings, just 340
miles from the exact center of the Continental United States. Denver’s effective status as a regional capital gives the city a leadership position in many areas, including dining, retail, arts and culture and sports, as well as with business, medicine, technology and financial services.
Denver City Council’s 2016 approval of regulations
and a taxing mechanism for short-term rental properties (e.g. Airbnb and VRBO) opened the door for partnerships with these providers and generated additional Lodger’s Tax.
Denver’s long-term prospects in the conventions
market remain strong. Meeting lead volume now exceeds 2019.
Denver has a growing reputation for its arts and
cultural scene with world-class museums, performance venues such as the Denver Performing Arts Complex, blockbuster exhibitions and annual festivals like the Denver Film Festival, all of which were incorporated into the City’s IMAGINE 2020 Cultural Plan. In addition, there are hundreds of arts and cultural organizations bringing creativity to the city and its neighborhoods, thanks in large part to the unique Scientific & Cultural Facilities District (SCFD) funding that was renewed in 2016 for 10 more years. Innovations like art installations in alleyways and non-traditional, immersive programming by Denver Center for the Performing Arts also represent new ways to appeal to visitors.
The CCC already has a strong reputation among
clients that will only improve upon the completion of the center’s expansion in late 2023. Denver International Airport (DEN) remains a central
component of Denver’s success in both the leisure and meeting sectors. DEN is currently ranked as the third busiest airport in U.S. and the fifth busiest in the world, due in large part to its strong domestic network and connections. Additionally, DEN has seen the third-fastest recovery of any U.S. airport, with passenger volume through August, 13.3 percent higher than the same period in 2019 (latest figures available).
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VISIT DENVER CONVENTION & TOURISM: SWOT
The city’s many tourism, sports, entertainment
Denver has a robust culinary reputation that was
and cultural-related organizations have been very successful in the last several years in attracting high-demand events, exhibitions and festivals, though some continue to experience limited capacity and visitation during COVID. VISIT DENVER’s continued role in this process will be an ongoing asset.
strengthened in 2023 with the announcement of the Michelin program. Michelin is the global standard of restaurant reviews, and the launch of Denver’s program has immediately elevated the reputation of the city’s dining scene with domestic visitors, meeting planners and international travelers. The program has a three-year contract term with an option for two additional years.
The opening of the 90,000-square-foot Meow Wolf
in September 2021 and the $150 million renovation of the Denver Art Museum’s Martin Building and Sie Welcome Center and the return of a robust performing arts schedule from Denver Center for the Performing Arts will all keep Denver’s cultural scene on firm footing as 2023 approaches. Notable in 2023 the reopening of Denver Art Museum’s Hamilton Building Collection Galleries that include some of their most inclusive collections, including Arts of Africa, Modern and Contemporary Art and Arts of Oceania.
Denver is known as the country’s leading craft
brewing city with more than 150 breweries metrowide. Additionally, the city is becoming increasingly known for its burgeoning craft distilling culture and innovative wineries. The Denver metro area has extensive parks and
open spaces, nearly 80 golf courses and more than 850 miles of bike paths, underscoring the city’s outdoor brand. Denver has six professional sports teams and
Denver celebrates its rich ethnic diversity, including
modern facilities.
its Black heritage, increasing Hispanic/Latino population, Indigenous communities and its engaged LGBTQ+ community, as well as a new focus on people with disabilities, through a wide variety of events, attractions and restaurants.
The strength of the Denver Sports Commission in
identifying, securing and servicing high-value, high-impact sporting events, both professional and amateur, puts Denver in good position to grow its sporting event footprint, despite the fact that Denver was not chosen as a host city for the 2026 FIFA World Cup. This reputation was further enhanced by Denver’s successful hosting of the 2021 MLB All-Star Game and Concacaf Nation’s League Finals in 2021, as well as the Denver Nugget’s successful NBA championship run and subsequent parade and rally that was attended by an estimated 750,000 people.
VISIT DENVER’s board committee on Diversity, Equity
and Inclusion continues to evaluate VISIT DENVER’s practices, from hiring to staffing to marketing, in an ongoing effort to ensure the city’s wide diversity is always represented. A consultant hired in 2021 continues to drive this process. VISIT DENVER’s website, which relaunched in
December 2021 with a fresh design, will allow the Bureau to effectively reach visitors across devices and with timely, engaging content, including up-todate information about navigating the city during COVID. An expanded social media effort, including enhanced social media advertising and increased use of video, is also crucial in communicating with visitors.
Red Rocks Park & Amphitheatre held a full calendar
of concerts, films and fitness events in 2023, extending its season into November and reinforcing the city’s reputation for live music, culture and fitness. Live music in Denver continues to achieve national
awareness with the continued success of the Mission Ballroom in RiNo, the impressive (and largely free) concert calendar at Levitt Pavilion, as well as other smaller venues, especially outdoor ones like Number 38. The success of Denver-based bands OneRepublic, the Lumineers, Nathaniel Rateliff & the Night Sweats and others, as well as strong local festivals, including the Underground Music Showcase and Westword Music Showcase, also aid in this effort.
Visitors to Denver now have two attraction passes
offering discounted admissions to top attractions. The Denver CityPASS launched in 2018, offering tickets to three, four or five of the eight participating attractions, and the Mile High Culture Pass, a threeday pass providing admission to seven of Denver’s top cultural attractions. The Mile High Culture Pass was relaunched in 2022, and both are selling well. 17
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VISIT DENVER CONVENTION & TOURISM: SWOT
Denver has a rich Western heritage that is associated
The City, the Downtown Denver Partnership and
with the Rocky Mountain West and anchored by one of the world’s most prestigious livestock shows, the National Western Stock Show & Rodeo. In 2015, voters approved funds for a new development called the National Western Center, which is expected to be completed in 2024 and is intended to be a year-round destination that will engage local visitors and promote out-of-state tourism in collaboration with partners such as Western Stock Show Association, Colorado State University System, the Denver Museum of Nature & Science and History Colorado.
other stakeholders have implemented several safety and security plans in the downtown area in 2022 and 2023. There is also a focus on working alongside the provider community to assist individuals who are experiencing homelessness or are in need of specialized services. In 2023, the city elected a new Mayor, City admin-
istration and City Council that supports tourism, tourism funding, international marketing and air service development. On July 1, 2021, the State of Colorado kicked off an
Denver has a variety of authentic, lively and growing
incentive program for meetings and events. The program provides a 10 percent cash rebate against eligible hard costs for hosting meetings and events in Colorado. Initially, the meetings had to take place from July 1, 2021 through Dec. 31, 2022; however, in late 2021, the State extended the deadline to June 30, 2024. The minimum rebate is $3,500 and the maximum rebate is $100,000. The program’s goal is to increase tourism recovery by incentivizing meeting and event planners to book new meetings and events in Colorado, rather than in a competing state.
neighborhoods filled with unique restaurants, shops, cultural/historical attractions and parks. Shopping at local merchants is particularly important to international visitors. Denver’s outdoor brand is supported by the
continued development and activation at Civic Center Park, including concerts, events and the Civic Center EATS food truck roundup. The Amtrak Winter Park Express ski train offers
WEAKNESSES
seasonal, weekend rail service from Denver Union Station to Winter Park Resort, creating an option for skiers to stay at least one night in Denver. The service returned to a full January-April schedule in 2023 and is expected to return in 2024.
Denver is one of the most geographically isolated
major cities in America, with a relatively small population within a 600-mile radius, thus generating less drive traffic for tourism and conventions.
The introduction of the Rocky Mountaineer luxury
Denver is overly dependent on air traffic, with 41
train from Denver to Moab, Utah adds another highdemand, rail-based option for visitors to experience the West by train. The train is having its second full year of service in 2023, running trains weekly from April-October.
percent of tourists arriving by air (according to 2022 data), significantly higher than the national average of 25 percent. This makes the city particularly vulnerable during this period with high gas prices that may cause people to travel closer to home.
Denver offers a wide variety of pre- and post-con-
There is a misconception that Denver is cold,
vention vacation opportunities, as well as leisure day trips in the nearby Rocky Mountains, a concept that VISIT DENVER markets under the “Basecamp Denver” brand.
snowy and has unpredictable weather. Denver is not as well-known as some major U.S.
cities with more long-standing tourism brands.
Denver has a growing inventory of innovative tours,
Denver currently has less recognition for offering
such as culinary, brewery and walking tours, as well as new virtual options, which increases Denver’s appeal to leisure travelers, both domestically and internationally.
unique regional cuisine or specialty cooking than other cities.
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VISIT DENVER CONVENTION & TOURISM: SWOT
The number of office workers downtown is still only
The project to update the 16th Street Mall broke
around 60 percent of pre-pandemic numbers, which impacts the viability of supporting local businesses and the overall vitality of downtown.
ground in April 2022, with an expected completion date in late 2025. The new Mall will be a focal point for visitors and residents alike, with wider sidewalks, more and larger outdoor patios, an expanded tree canopy and a more consistent bus configuration.
Visitors and meeting planners continue to share
safety concerns on and around the 16th Street Mall and surrounding areas, noting multiple closed businesses and boarded-up storefronts, aggressive panhandling, people experiencing homelessness and intrusive solicitation by nonprofit groups.
In 2017, the City approved $937 million GO Bonds,
which include funding for a number of tourismrelated projects, including upgrades to the 16th Street Mall, enhancements of citywide mobility projects, funding for key cultural partners and support for downtown parks.
Downtown Denver lacks major retail on or near
the 16th Street Mall, a trend that was further exacerbated by COVID-era closures.
City-wide infrastructure developments like the
addition of protected bike lanes, enhancements to downtown parks and the proposed creation of a 5280 Loop will create additional amenities that will benefit both locals and visitors.
Denver has fewer nonstop international flights
compared to many other large U.S. cities, though that number has increased substantially in recent years.
In November 2018, Denver voters approved
measure 2A, a 0.25 percent sales tax increase to be specifically dedicated to acquiring, operating and maintaining open space. The fund is generating about $37 million annually and guided by a fiveyear strategic plan.
Traffic congestion issues exist on I-70 to and from
the mountains, especially on weekends. There is limited public transportation to many of the
city’s top neighborhoods, attractions and shopping centers.
The renovation at DEN of the Great Hall, ticketing
and security areas will improve safety, make the airport more efficient and elevate the passenger experience when complete.
There are negative perceptions of Denver’s elevation,
including that it can adversely impact a visitor’s stay. Construction on I-70 and at DEN is greatly increasing
VISIT DENVER will continue to work with DEN to
traffic congestion from the airport to downtown and creating longer wait times to check in.
maintain existing air service and pursue additional nonstop flights to tap unserved destinations in target markets including Europe, Asia, Oceania and South America. The new Air France flight from Paris maintains a key route to a very important international market that serves as an additional flight for the rest of Europe. New international flights from Munich (United Airlines) and London (United Airlines) strengthen connections in these important overseas markets. The newly announced nonstop flight from Denver to Dublin from Aer Lingus commences service in February of 2024 adding yet another connection into Europe.
Construction downtown, including the 16th Street
Mall renovation, also impacts traffic flow in the city’s core.
OPPORTUNITIES The plan to expand the CCC, which will open in late
2023, and rebuild the National Western Center will allow Denver’s convention and exhibition facilities to stay competitive for years to come. The creation of the TID will bridge the CCC expansion funding gap and, when the industry recovers, provide additional marketing funds, further ensuring the competitiveness of the city in both leisure and meetings markets.
On-going marketing initiatives, particularly around
the Basecamp Denver initiative that encourages people to “play in the mountains, stay in the city” are poised to take advantage of the consistent interest in outdoor experiences that Colorado brings, coupled with Denver’s urban appeal. 19
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VISIT DENVER CONVENTION & TOURISM: SWOT
VISIT DENVER’s already strong track record in
Strong leadership at the City’s Office of Special
promoting the city’s inclusive communities to diverse audiences will be strengthened in 2024 with the continued operation of the Diversity, Equity and Inclusion committee formed in 2020. This committee, along with a newly hired consultant and extensive activities at the staff and operational level, will help the organization improve several internal practices, from website content, hiring policies and training to promotions and partnerships.
Events helps ensure that large events are handled smoothly with more streamlined processes. To attract more meeting business, the State imple-
mented the Meeting and Events Incentive, which provides pre-approved applicants with a 10 percent rebate of up to $100,000 against the eligible hard costs of hosting meetings and events that take place between July 1, 2021 and July 30, 2024.
Temporary exhibitions at Denver’s cultural attractions
The Colorado Tourism Office (CTO) Tourism
have continued throughout the pandemic and provide time-specific marketing opportunities while also enhancing Denver’s reputation as a city that embraces arts and culture. Exhibitions like Desert Rider, Amoako Boafo: Soul of Black Folks and All Stars: American Artists from the Phillips Collection at Denver Art Museum; Bugs and After the Asteroid: Earth’s Comeback Story at Denver Museum of Nature & Science; and Awful Bigness at Clyfford Still Museum will continue to highlight the arts and culture scene into 2024.
Recovery Marketing Grant will distribute $1.85 million in matching grants to tourist destinations still in pandemic recovery. Eligible projects are city, county or regional tourism marketing and promotional campaigns overseen by nonprofit organizations promoting tourist destinations, this federal funding allows the Colorado Tourism Office to focus on two areas important to pandemic recovery in tourism destinations: providing the Tourism Marketing Recovery Grant directly to the communities still recovering and attracting high-value international tourists back to Colorado. In October, VISIT DENVER was awarded a $500,000 grant to improve international marketing in 2023 and 2024.
The City’s IMAGINE 2020 Cultural Plan provides a
framework for future cultural tourism development and the Bureau’s Denver365 events calendar is a key resource and promotional platform within the plan.
The Michelin program has given VISIT DENVER an
expanded platform to market its culinary scene to domestic and international visitors, as well as meeting planners and attendees.
Brand USA’s website content and cooperative
advertising and marketing programs offer ways to reach travel trade and consumers in international markets in a cost-effective way.
The Downtown Denver Partnership’s retail strategy
VISIT DENVER will continue to leverage the hosting
for the 16th Street Mall could provide a big boost to the area’s shopping amenities.
of IPW 2018, and the possibility of hosting it again in the near future, to bring more international visitors to the city, despite the COVID-related slowdown in international travel to the U.S.
Denver’s overall mild climate could be an asset in
coming years when compared to other parts of the west where extreme heat is becoming more regular.
U.S. Travel Association’s continued advocacy
Denver and Colorado’s central role in vital water
around visas and improvements to the entry process for international travelers improves perceptions of the U.S. as a travel destination.
issues in the U.S., and particularly the west, could create opportunities for hosting new conferences and businesses related to this critical topic.
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VISIT DENVER CONVENTION & TOURISM: SWOT
Despite some gains, there are continued safety
THREATS
issues on and near the 16th Street Mall that create an ongoing possibility for negative press, as well as the potential for lost business as more high-profile incidents become public.
The impact of COVID on the global tourism and
meeting industries cannot be overstated, and while a rebound is certainly underway, continued uncertainty due to the possibility of future variants will remain a threat in the coming years.
Once frequently cited by U.S. News as a top place
to live (#14 last year), Denver’s ranking slid to #99 this year in large part due to the lack of affordable housing, a statistic that could cast the city in an unfavorable light. Other issues cited include crime, long commutes and air quality.
The short- and medium-term prospects of a reces-
sion/economic downturn could negatively impact tourism in all markets. The recession is expected to be mild and short, and the impacts on the industry is widely expected to be minor, but the prospect alone is enough to be cautious.
Increased competition exists from a variety of
traditional web, mobile and social media sources within both the leisure and meetings outlets.
The entire hospitality industry is struggling to fill
open positions. Prior to COVID, the industry’s workforce issues were a result of historically low unemployment rates, coupled with a relatively weak perception of the industry as a long-term career choice. What has emerged during the pandemic are a host of headwinds that combine to make it difficult to find qualified workers, including competitiveness with other industries, reputational issues with the leisure & hospitality sector, health and safety concerns, childcare issues and affordable housing.
Online booking options enable meeting delegates
to easily find lower rates and book outside the block, and new options like short-term rentals further erode hotel room blocks. Ongoing competition from third-party travel and
meeting planning websites challenges the relevance of DMOs. There is always potential for new local, statewide or
University-level leisure & hospitality programs are
national legislation or ballot initiatives that could have a negative impact on tourism.
experiencing lower enrollment across the country, which could lead to future issues in filling key industry workforce roles.
Denver residents’ frustration with growth and traffic
could be transferred to anti-tourism feelings, leading to a reduction in local and state tourism marketing dollars.
Work-from-home policies have led to a slower-than-
expected return of the downtown Denver workforce, which has contributed to the shutting of many downtown businesses that serve this market, including food service and retail. VISIT DENVER is part of several initiatives with the City, local businesses and related agencies like Downtown Denver Partnership to try and address these issues on multiple fronts.
VISIT DENVER’s success is tied to measurement
programs that may not truly reflect business. Convention room blocks are decreasing due to delegates booking outside the block, so attendee counts and room nights booked are frequently lower than actual numbers. New measurements may be needed to accurately provide a picture of tourism business in the 21st century.
The 1,500-room Gaylord Rockies in Aurora is a top
source of lost business for Denver over the long term.
Climate changes in general, and worsening fire
conditions across the west in particular, could make wildfires and wildfire-related poor air quality conditions a more frequent issue for the state as a whole and Denver in particular.
New hotel supply coming online in the metro area
will slow the pace of recovery, especially in the meeting and convention sector.
Meow Wolf, which opened as a successful
Perceptions of the impacts of construction and
Convergence Station in 2021, announced the opening of two locations in Texas in coming years, which may reduce the attraction’s regional appeal.
traffic congestion, by both locals and visitors, could negatively impact the city’s appeal. 21
VISIT DENVER 2024 Marketing Plan
VISIT DENVER POSITIONING & MESSAGING
VISIT DENVER Positioning & Messaging Denver’s appeal rests on a strong brand foundation that combines outdoor adventure and urban amenities. This section will explore how the current brand positioning was developed, and how it will be deployed in 2024 and beyond.
In conducting post-COVID-era research, it became clear that, while travel continued to be a very soughtafter activity, the reasons for doing so shifted fairly dramatically as people looked to meet up with loved ones to a much higher degree than pre-COVID. Rather than escape or adventure as primary motivators, travel in 2023 was defined by the idea of reconnecting, and to do so in new places.
Denver Brand Positioning & Brand Pillars VISIT DENVER regularly conducts brand awareness research to gauge the current perceptions of the Denver brand in key regional and target markets.
Campaigns that will be implemented in 2024 will take advantage of this trend, as well as the trend to make Denver generally more welcoming and inclusive, by continuing the current tagline, “All Ways Welcome.” The line lives on two levels: describing the wide variety of activities in the Denver area, while also signaling to travelers of all types that they will find a warm welcome here.
The 2023 research was conducted by Denver-based BrandJuice, the same firm that conducted earlier studies in 2005 and 2013 from which the previous brand positioning was derived, providing continuity for the development of Denver’s brand. The research showed a significant expansion of positive brand attributes, as well as some unexpected findings, which has provided the basis for VISIT DENVER’s campaigns for 2024 and beyond. 22
VISIT DENVER 2024 Marketing Plan
VISIT DENVER POSITIONING & MESSAGING
Brand Highlights:
Key Research Findings
A strong correlation exists between Denver and the
DIFFERENTIATING DRAW Travelers who have been to Denver agree that there are a combination of factors that make the city great, but they struggle to articulate one singular selling point.
Rocky Mountains in the minds of many respondents, often referred to as “Denver’s Duality.” The single most important icon for Denver is the Rocky Mountains; the city and its mountain backdrop are inextricably linked.
Defining clear differentiation from this kaleidoscope Denver’s urban qualities were put into a new
of elements can ensure Denver’s appeal as a standout destination is more immediately recognized and understood.
perspective, with particular emphasis on the previous use of the phrase, “urban adventures,” which was somewhat off-putting and not believable, particularly among long-haul audiences and residents of larger cities like New York and Los Angeles.
DENVER’S DUALITY PERSISTS Denver is “the best of both worlds,” offering the amenities of the city with the outdoor setting of a mountain town.
Denver’s welcoming and open-minded spirit was
reinforced as a key brand differentiator.
While the idea of an “Outdoor City” resonates, more
Denver’s western history was highlighted, but
can be done to define what it means to get outdoors within city limits.
also brought into current times with qualities of entrepreneurship and collaboration.
365 DAYS OF DENVER Denver’s 300 days of sun are a surprise to travelers who often associate the city with winter.
Brand Positioning Uplifting by Nature Denver is a vibrant outdoor city at the base of the Rocky Mountains with natural energy that heightens every moment. Known for crisp mountain air, sunshine and expansive blue skies, it’s a destination of discovery that thrives in the beauty of every season—offering an escape that uplifts and invigorates travelers with every visit.
To sway winter-weary travelers, the brand should
explore interesting ways to position the city as a year-round destination. AFFORDABILITY ATTRACTS The rising cost of living and proximity to expensive resorts has created a perception that Denver is an expensive destination, but visitors don’t find this to be true.
BRAND PILLARS 1. Vibrant, contemporary atmosphere with an open-minded community that embraces visitors
In terms of cost, the brand must show the value it
2. 300+ days of sunshine to enjoy panoramic natural beauty and the allure of every season
offers to help attract new visitors. AMBIGUITY OF URBAN ADVENTURE Travelers, at best, believe the phrase “Urban Adventure” makes sense paired with “Outdoor City” but, at worst, don’t believe it is a true (or desirable) description of Denver compared to other cities.
3. Exciting array of attractions and activities for visitors of all ages (arts, culture, shopping) 4. Creative, contemporary dining scene (including fine dining, “foodie” hangouts, craft breweries, cocktail lounges and urban wineries) 5. Walkable, safe environment that encourages exploration and discovery of eclectic neighborhoods
Removing “Urban Adventure” from the strategy
is the first step to repositioning Denver as a destination.
6. Outdoor activities and adventures, both in the city and the nearby mountain playground 7. Welcoming city for family-friendly fun, providing a variety of opportunities for education and play
CULTURAL AUTHENTICITY To deliver on travelers’ desires to experience new places and different cultures in a unique way, the brand should consider leaning into the spirit of Denver’s wild west roots to create an authentic sense of local culture within the city.
8. Dynamic destination for all types of events and entertainment in one-of-a-kind venues
23 VISIT DENVER 2024 Marketing Plan
ATTRACTIONS FOR ALL AGES Former Denver visitors believe that the city has something for everyone while those unfamiliar think of it as an adult-only destination.
months a year. All campaigns have the same goal: to bring more visitors to Denver. Specific tactics and markets change with the individual campaign. Here is a summary of 2023 national and regional campaigns, which are discussed in more detail in the Tourism section of this report.
To deliver on Denver being a destination for groups
of all ages, the brand pillars and messaging should reference more family-friendly attractions.
ALWAYS-ON REGIONAL
• Geographic focus: Colorado (excluding Denver EVENTS KNOW NO BOUNDARIES Red Rocks and six major sports teams make Denver an event destination for both regional and national travelers to get away for a long weekend.
metro) and regional markets
• Main goal: retail, based on availability of events, exhibitions and performances • Timing: February - October
The brand should further leverage the appeal of
SPRING/SUMMER
Denver’s events to attract travelers from across markets and spur repeat visits.
• Geographic focus: large target markets (Chicago, New York and Los Angeles) with smaller test markets (Atlanta, Minneapolis, Dallas, Houston and others), national overlay • Main goal: create inspiration through branding; encourage further research • Timing: April - August
Tourism Campaigns & Messaging Attracting tourists to visit Denver for their vacation – whether as a stand-alone Denver trip or as part of a larger Colorado visit – requires a combination of tactics. Regardless of whether the visitor is from a long-haul target market (Chicago, New York or Los Angeles), a regional market (Kansas City, Cheyenne or Albuquerque) or international markets, the decision to come to Denver begins with the city’s brand appeal.
MILE HIGH HOLIDAYS
• Geographic focus: Colorado (including Denver metro) and regional markets • Main goal: retail, based on availability of events, exhibitions and performances related to winter holidays including the Mile High Tree • Timing: November - December
Visitors may make their final decision to come to Denver based on a variety of factors, including shortterm exhibitions, special events or the use of Denver as a base for day trips, but the choice to spend time in the city depends first and foremost on the emotional appeal created by exposure to Denver’s brand.
BASECAMP DENVER
• Geographic focus: National; audience is behavioral
As the brand research study confirmed, Denver’s appeal as an active, vibrant outdoor city drives interest to visit, and likely precedes investigation of specific things to do.
as well as geographic, focusing on interest in outdoor activities • Main goal: establish Denver as a home base that visitors can use to explore everything Colorado has to offer, but to continue to stay overnight in the city • Timing: January-March, October-December
Post-COVID, the Bureau will expand its advertising focus well beyond historical spring/summer and winter holiday periods. The year-round popularity of the city, combined with an ever-growing list of festivals, events, exhibitions and performances throughout the year, allows marketing campaigns to promote the city 12
Of the campaigns above, the spring/summer campaign is normally the largest in terms of budget and reach; has traditionally been responsible for driving new business to the city; and is designed to deliver on brand attributes, create inspiration and encourage further research. 24
VISIT DENVER 2024 Marketing Plan
Convention Messaging
Knowing that, the sales team can consistently communicate those details, the goal of the convention marketing efforts towards meeting professionals – and the decision makers within their organizations – is to focus on Denver’s attributes as an exciting city that offers destination appeal.
In 2017, VISIT DENVER staff and agency, along with feedback from the Customer Advisory Board, developed a new convention brand: “Different on Purpose.” It speaks to the way the city delivers a unique experience, both for the planners working with VISIT DENVER and their attendees.
In the convention market, studies show that “destination appeal” and the ability to attract attendees are some of the most important factors meeting professionals consider when choosing a destination. Furthermore, busy meeting professionals have limited time to receive destination updates, so the convention marketing strategy, brand and tactics have been retooled to deliver destination updates in ways that clients are asking for: short, informative, visually interesting and, often, delivered digitally or in unique offline ways.
The brand is supported by three core pillars: People: The friendliness, professionalism, and uniqueness of Denver’s engaged population. This extends beyond the usual service experiences into unexpected places (e.g. neighborhoods) and with unexpected people, namely Denver’s colorful residents and the “makers” of the city who are creating hand-crafted, quality products and services. Place: The way the city welcomes guests and makes
Therefore, Denver’s advertising messages in the convention market strive to establish an emotional connection with the customer. The city’s “functional meeting attributes” are reinforced, especially in interactions with salespeople and in collateral; however, it is critical to create a balance between emotional appeal and functional attributes.
them feel immediately at home. While this occurs in many core places downtown, it also shows in Denver’s diverse neighborhoods and unexpected places. Partnership: The way planners have come to see
VISIT DENVER as a trusted resource and a premier destination marketing organization, one that is committed to client success and willing to go to great lengths to ensure an unmatched meeting experience.
The following pillars are used to support the Denver Convention advertising campaign: Accessibility Affordability Meeting Facilities
Campaigns targeted to the conventions market are described in more detail in the Conventions Situation Analysis section of this report.
Hotel Packages Service
Denver’s Meeting Appeal
Sustainability
Many meeting planners consider Denver to be a toptier convention city because it has the functional attributes they need: excellent meeting facilities and hotels, good accessibility and affordability, service and safety.
Destination Appeal/Safety
The conventions message also has a campaign dedicated to the expansion of the Colorado Convention Center. 25
VISIT DENVER 2024 Marketing Plan
VISIT DENVER AWARDS & ACCOLADES
DENVER: AWARDS & ACCOLADES We are a SOUGHT-AFTER DESTINATION: Travelocity cited Denver as one of the top five most popular family vacation destinations for spring and summer travel and TODAY echoed the sentiment, declaring Denver in the top five sought-after destinations from July through September in June 2023. Travel + Leisure proclaimed Denver among the “The 18 Cheapest Places to Travel in 2023.” We also can’t forget TravelPulse named Denver one of the top “3 Best U.S. Destinations for 2022” thanks to our metropolitan offerings – from fine dining to cultural experiences – as well as our 300 annual days of sunshine and proximity to the Rocky Mountains. Additionally, the Colorado Division of Aeronautics Awards Program named Denver International Airport (DEN) the 2023 Colorado Airport of the Year as one of the busiest airports in the world with over 69 million passengers traveling through the airport in 2022.
for its unique culture and identity. Esteemed architecture also makes Denver stand out as a destination with locations like Union Station, which was ranked No. 9 by Time Out’s list of "The 21 most beautiful train stations in the U.S." in April 2023. Denver also ranked No. 10 in the 2023 USA TODAY 10Best Readers' Choice travel award contest for Best City for Street Art in June 2023. Denver continues to be a top location for musicians and music lovers with hundreds of venues across the city. The iconic Rolling Stone Magazine noted Red Rocks Park and Amphitheatre as the No. 1 "Hottest Music Venue in the Country” in April 2023. We are a CONVENTION CITY: With four hotels on Cvent’s Top 100 Meeting Hotels list and more than 14,000 hotel rooms downtown, Denver is a top tier convention city. Cvent also ranked Denver No. 10 in the “Top 50 Meeting Destinations in North America” in 2023, noting the destination as a top choice for event planners worldwide. MeetingSource.com continues to rank Denver among the “Top 25 Convention Cities in the USA” based on walkability, affordability, tourism appeal, ease of access, weather and safety.
We are CULTURED & CREATIVE: With a robust arts and culture scene, Denver is earning more acclaim as a destination for the arts. In December 2022, Clever ranked Denver among the top 20 best cities in America 26
VISIT DENVER 2024 Marketing Plan
VISIT DENVER AWARDS & ACCOLADES
We are a SPORTS CAPITAL: Denver is home to six professional sports teams and countless personal sporting and recreation opportunities. Following the success of The Colorado Avalanche in 2022 winning the NHL Stanley Cup, The Denver Nuggets won their first NBA Final in 2023 led by Nikola Jokić. Denver was a proud host of rounds one and two of the 2023 NCAA March Madness tournament, the 2023 National Cycling League Cup Series, the USGA U.S. Amateur Championship, the 2023 United States Gaelic Athletic Association (USGAA) Finals and more.
Colorado as a state is among the top 10 in breweries per capita and one of the top five states with the most craft distilleries. In 2021, Esquire named Colorado, “one of the foremost states when it comes to craft whiskey,” citing two Denver distilleries, Stranahan’s and Leopold Bros., as top options (even naming the latter its No. 8 distillery in the country). This sentiment was echoed by Travel + Leisure, which ranked Leopold Bros. sixth in the country. We love our ENVIRONMENT: From prioritizing green spaces to encouraging the use of electric vehicles and alternate fuel sources, The Mile High City does its part for the planet. Denver ranked No. 1 on Architectural Digest's 2023 list of the “Top 50 Most Climate Resilient Cities” due to factors including fewer threats of extreme weather damage and city-level initiatives to support clean energy. Denver is the only U.S. city included on National Geographic’s list of “Eight Sustainable Destinations for 2021 and beyond,” thanks to the city’s goal of achieving 100 percent renewable electricity by the end of 2023, and 125 miles of new bike lanes and solar gardens planned throughout the city. Online insurance marketplace Policygenius echoed this sentiment, naming Denver as the tenthbest city to live in by 2050 for climate change. Denver’s climate and mindset are conducive to enjoying the great outdoors, whether hiking, biking, running or walking. In August 2023, Denver International Airport’s (DIA) fleet operations was recognized for its sustainable management as the number three fleet in North America by the National Association of Fleet Administrators (NAFA). The annual ranking recognizes peak-performing operations and honors enhanced practices making a positive impact on the environment and improvements within the fleet industry.
We are HEALTHY & FIT: Denver is commonly known for its healthy mindset and exercise culture, consistently earns high rankings as a top healthy city due, in part, to its temperate climate as well as the city’s location with easy access to all the recreational fun of the Rocky Mountains. Rocket Mortgage named Denver the eighth least stressed city in the U.S. in August 2022, citing the city's abundance of outdoor spaces, wellness establishments and mental health providers. Similarly, the American College of Sports Medicine ranked Denver No. 9 on their 2023 American Fitness Index. In January 2023, WalletHub ranked Denver among the top 10 U.S. cities for active lifestyles as well. A study from the Bankers Life Center for a Secure Retirement also noted Denver as the third best city in America for a healthy retirement. With extensive miles of paved urban bike trails, metro Denver is a haven for cycling enthusiasts. AnytimeEstimate.com ranked Denver No. 6 on its “most bike-friendly” list because of the number of bike trails and bike shops per capita. LawnStarter put Denver at No. 7 on its “Best Biking Cities in the U.S.” list for similar reasons, but also factored in bike meetups, weather and more. We are a CULINARY DESTINATION: Domestic and international travelers can find top culinary spots in Denver. In June 2023, The MICHELIN Guide made Denver and Colorado its newest destination. Colorado will be North America’s eighth Guide destination. In addition to stars, MICHELIN Guide also awards restaurants The Bib Gourmand award. In the U.S., a three-course meal at a Bib Gourmand restaurant must be under $50.
We are WELCOMING & INCLUSIVE: As the largest city in a 600-mile radius, Denver attracts members of the LGBTQ+ community from all over the West and the world, resulting in a well-established gay nightlife, welcoming gay neighborhoods, gay-friendly hotels and numerous annual events that draw huge crowds. The 2023 State LGBTQ+ Business Climate Index released by Out Leadership, the premier global LGBTQ+ organization harnessing the power of business to drive equality, recognized Colorado in the Top 5 States for LGBTQ+ Equality. LawnStarter ranked Denver No. 4 in their list of 2023’s Most LGBTQ-Friendly Cities, noting Denver’s scores related to equality, community support, affordability, health care access and Pride-Readiness for the LGBTQ+ community.
27 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
CONVENTION SALES Situation Analysis 2023 A Year of Continued Recovery & Growth
Much of 2022 was plagued with a continued disconnect between planners and attendees. Attendance at large citywide meetings continued to be negatively impacted. Supply chain issues, the economy and inflation concerns were all affecting attendance figures. On the corporate side, many companies have not brought their workforce back into the office on a consistent basis, making travel for meetings and conventions a challenge.
Over the last 25 years, Denver has made major investments in infrastructure, resulting in a city that offers everything meeting planners are looking for in a convention destination: easy accessibility, outstanding facilities and affordability, all in an urban environment that is safe, walkable and provides exceptional service and destination appeal.
VISIT DENVER and other major convention cities saw convention center clients holding back on booking their largest meetings out into the future. Not knowing how fast their attendance would recover made them pause on what would have been more traditional bookings four to eight years out. More specifically, on average, the VISIT DENVER team books 27 groups representing more than 338,000 room nights that will be meeting at the Colorado Convention Center four years and beyond from the current booking year. As illustrated in the chart below, COVID and post-COVID convention center future bookings four years and beyond dropped considerably, impacting the long-term consumption pace. Using the average as a benchmark, from 2020 to 2022, nearly 600,000 room nights for the center were not booked due to the uncertainty of the health and safety factors, travel restrictions and the economy.
According to several internal metrics from VISIT DENVER’s 114-year history, 2019 was a banner year for definite room nights booked, meetings hosted and attendance and has remained a benchmark year for 2023 in addition to year-over-year analysis. Therefore, the team currently blends 2018, 2019 and 2022 as a 2023 performance measurement.
Look Back In 2022, both the Delta and Omicron variants significantly halted recovery and made for a very slow first quarter. Recovery only began in earnest midway through the second quarter of 2022 and continued to be “hit or miss” in the second half of that year. Small- to mid-size groups continued to meet, but citywide business remained significantly off from 2019 levels.
AVERAGE BOOKINGS 4+ YEARS OUT Number of convention center bookings Room Nights
Average Year
2019
2020
2021
2022
27
24
10
10
14
338,674
231,469
125,562
128,457
169,689
28 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Even with the delay by planners to commit to future bookings, VISIT DENVER continues to stay on pace as illustrated below. CONVENTION BOOKING PACE Room Nights 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 2023
2024
2025
Pace Target
On another positive note, as 2022 vs. 2019 group occupancy ended the year down 20.9 percent and down 25.9 percent in Denver and downtown respectively, Lodger’s Tax revenue hit an all-time high due strong leisure demand, strong ADR for transient and group rooms and a 5.6 percent increase in new hotel supply.
2026
2027
Bookings
was down 7.1 percent versus 2019 but offset by a 13.3 percent increase in ADR and 7.2 percent growth in room supply. Denver’s revenue per available room (RevPAR) is up 5.3 percent over 2019. According to CoStar, through July, group occupancy is still down 17.7 percent in Denver over 2019, but rate is up 12.6 percent. Hoteliers, data experts and planners all agree that demand for meetings and events at hotels has surged in recent months, though it's not even across hotel types or group sizes.
2023 2023 started off strong compared to the devasting first quarter of 2022. As of July 2023, occupancy in Denver CITY & COUNTY OF DENVER 40.0%
SEPT.
OCT.
7.3%
9.4%
16.0% 15.3%
27.4% 23.0%
JULY
26.3% 22.1% 22.8%
JUNE
20.8% 21.8% 17.8%
26.3% 23.0% 24.6%
23.7% 18.7% 20.0%
17.0% 18.2%
13.0% 16.3%
14.8%
24.7% 24.2%
7.9%
10.0%
9.0%
11.7%
16.0%
17.3%
21.2%
20.0%
22.3%
28.9%
30.0%
0.0% JAN.
FEB.
MARCH
APRIL
MAY
2019 Group
2022 Group
AUG.
2023 Group
29 VISIT DENVER 2024 Marketing Plan
NOV.
DEC.
CONVENTION SALES SITUATION ANALYSIS
STR research is also showing that Denver’s group market continues to grow each month, exceeding 2022 but still lagging 2019. Business travel has slowly been seeing an uptick between Monday and Wednesday, and the leisure segment is seeing occupancy and rate decline as the industry settles into a new norm with more traditional growth rates. Denver and other cities are seeing corporate meeting and event planners right sizing their hotel program for their business travelers to accommodate the shift in travel patterns and are also downgrading their purchases away from luxury hotels. Convention center group business has been strong in early 2023; however, attendance and spending are still tracking about 80-85 percent of 2019. This is consistent with Oxford Economics’ July group benchmark forecast as seen below. Baseline against the April forecast is slightly stronger in 2023 and weaker in 2024 and future years. The downside assumes a combination of factors, such as lower attendance levels, weaker economy and greater hesitancy to plan group events resulting in a slower demand recovery. GROUP DEMAND BENCHMARK: US AGGREGATE Index (2019=100) 100% 90% 80%
95.4% 94.8%
82.6%
86.3% 87.2% 86.7%
2022
2023
87.2% 87.2%
86.9% 79.5%
70% 60% 50%
44.0%
40% 30% 20% 10% 0% 2021
April 2023
2024
Current Forecast
2025
Downside Source: 2Synergize FuturePace: Tourism Economics
VISIT DENVER and several other sponsoring destinations have participated in MMGY’s Portrait of U.S. Meeting and Convention Travel quarterly research since early 2021 to track these trends. The most recent round of research (December 2022) continues to show that planners are unchanged in their belief in the importance of meeting in-person. When asked to consider time and money well spent, how important do they believe it is for attendees to meet in person with other attendees as part of the meetings/conferences/conventions they attend? IMPORTANCE OF IN-PERSON MEETINGS W4 - 22 W2 - 22 W4 - 21 W3 - 21 W2 - 21 W1 - 21
82%
14% 1% 0% 0% 0% 0% 0%
1% 0% 0% 0% 0% 0%
2% 2% 1% 0% 2% 1%
1 = NOT AT ALL IMPORTANT
2
3
88% 89%
91%
86% 86%
10% 10% 9% 12% 12%
4
5 = EXTREMELY IMPORTANT
Source: MMGY, A Portrait of Meeting & Convention Travel
30 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
This next chart also shows that planners do not find the option of cloud-connected meetings appealing, and over half think it unlikely they will plan such a meeting in the next two years. APPEAL OF CLOUD-CONNECTED MEETINGS
LIKELIHOOD TO PLAN CLOUD-CONNECTED MEETINGS
4%
5 = EXTREMELY APPEALING
5 = EXTREMELY LIKELY
6% 9%
4
4
11% 23%
3
19%
2
20%
W2-22
4% 5% 8% 6% 13%
W4 - 22
3
13%
23%
25%
2
24%
40%
1 = NOT AT ALL APPEALING
51%
1 = NOT AT ALL LIKELY
45%
53%
Source: MMGY, A Portrait of Meeting & Convention Travel
Sales Team Production (Definites, Leads & Lead Room Nights) 2023 sales efforts started out extremely strong in all markets. Leads and room nights for small- and mid-size meetings that are held in hotels are strong and very short term. Convention center users have right sized and, throughout 2023, have been looking to book long-term future dates. DEFINITES BOOKED 1,000,000 900,000 842,835 800,000 700,000 664,738 600,000 500,000 400,000 300,000 200,000 100,000 0 2013
2014
944,501
934,049
918,981 812,388 685,412
780,178
730,000
501,111
284,673
2015
2016
2017
2018
2019
2020
2021
2022
2023 proj.
LEADS 6,000 5,000 4,071
4,000 3,335
4,000
3,604
3,390
3,406
2,837
3,000 2,350
2,421
2,000
2,370 1,639
1,000 0 2013
2014
2015
2016
2017
2018
2019
31 VISIT DENVER 2024 Marketing Plan
2020
2021
2022
2023 proj.
CONVENTION SALES SITUATION ANALYSIS
LEAD ROOM NIGHTS 8,000,000 7,000,000
6,340,626
5,956,362
5,791,322
6,000,000
5,040,389
4,830,407
5,000,000 4,000,000 3,000,000
6,879,437 5,500,000
5,177,763
4,680,967
2,000,000 1,000,000
2,743,670
2,901,698
2020
2021
0 2013
2014
2015
2016
2017
2018
2019
2022
2023 proj.
Meeting Indicators In 2023 the sales team has resumed 2019-level activities with the number of groups and sites compared to 2019. NUMBER OF GROUPS 2023 VS. 2019 1,200 1,026
1,041
2019
2023 Proj.
1,000 800 600 400 200 0
SITE TOURS THROUGH Q2 2023 120 100 80 60 40 20 0 Q1 2019
Q2 2019
Q1 2020
Q2 2020
Q1 2021
Q2 2021
32 VISIT DENVER 2024 Marketing Plan
Q1 2022
Q2 2022
Q1 2023
Q2 2023
CONVENTION SALES SITUATION ANALYSIS
Meeting & Event Incentive Program
Also, for more than 20 years VISIT DENVER has participated in a biennial nationwide survey (Evidenz) along with the top 40 cities and nearly 500 top meeting professionals. The most recent Evidenz study shows how Denver tops meeting planner lists in a number of key attributes.
On July 1, 2021, the State of Colorado kicked off an incentive program for meetings and events. The program provides a 10 percent cash rebate against eligible hard costs for hosting meetings and events in Colorado. Initially, the meetings had to take place from July 1, 2021, through Dec. 31, 2022; however, in March 2022 the deadline extended to June 30, 2024. The minimum rebate is $3,500, and the maximum rebate is $100,000. The program’s goal is to increase tourism recovery by incentivizing meeting and event planners to book new meetings and events in Colorado, rather than in a competing state.
About the 2022 Meeting Planner Study: 459 Meeting Planners (MPs) in North America answered the 2022 Study • 322 Corporate/Association/Other Planners 137 Independent Meeting Planners 85 percent of MPs have been a meeting planner for
This has been a great tool for the sales team to use to encourage more business for Denver and Colorado. As of July 31, the program has received 559 submitted applications. 322 applications have been approved for a total of $6,915,686 in cash rebates. Thus far, Denver has received the highest number of cash rebates with 129 clients awarded funds. VISIT DENVER now receives monthly updates from the State, so the team can monitor the funds being allocated and encourage more participation in the application process.
10 or more years 60 percent of MPs commit to space and sign a
contract for space for their largest meeting three or more years in advance Denver Results City overall perception (based on key selection factors like hotels, safety, accessibility, convention facilities, city appeal, etc.): Denver ranks #1 for top 40 U.S. cities!
Destination Product
City they are already contracted with: Denver ranks
Meeting planners typically make decisions about destinations based on the following criteria: accessibility, facilities, affordability, safety, service, and destination appeal. The destination product and experience are key in keeping Denver competitive. Each year, VISIT DENVER’s sales team books meetings worth more than $600M of future economic impact for the city and for partners. Denver has quickly grown to become one of the top convention destinations in the country, combining all these key attributes that meeting planners desire.
#1 for top 40 U.S. cities! City that’s the best fit for their largest meetings:
Denver ranks #1 for top 40 U.S. cities! Convention & Visitors Bureaus (CVBs) that have
made a proposal (formally or informally in the past 12 months): Denver ranks #1 for top 40 U.S. cities! City most talked about: Denver ranks #3 for top 40
U.S. cities. City that planners would meet in again: Denver
ranks #3 for top 40 U.S. cities. City that planners would recommend to others:
Denver ranks #5 for top 40 U.S. cities. 33 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Convention Center Index (CCi) For planners of large events trying to help their organizations make smarter choices in this environment, the CCi is an important tool for understanding how these major markets are performing. The CCi uses an in-depth methodology and weighted ranking system to determine the top 25 U.S. cities and top 25 global destinations for hosting large events. Each city is evaluated across six categories: available exhibit space, total hotel, rooms, average hotel cost, travel time from the nearest international airport to the convention center, the number of direct monthly flights and the city’s overall safety level. CCi data is updated twice a year, with a fully refreshed index published each June and an interim report released in January. Denver ranks 7th in the report out of 22 major meeting destinations.
TOTAL EXHIBIT SPACE
TOTAL HOTEL ROOMS
AVERAGE HOTEL COST
MINUTES TO AIRPORT
TOTAL FLIGHTS IN MAY 2023
SAFETY SCORE
FINAL SCORE
CHICAGO
2,600,000
121,939
$262.73
12
32,848
63
88.35
ATLANTA*
2,002,000
111,418
$191.80
13
28,838
59
88.31
DALLAS
1,000,000
97,601
$204.89
20
30,536
58
78.57
LAS VEGAS*
4,621,222
168,218
$265.32
6
16,525
67
77.92
ORLANDO
2,053,820
136,492
$222.40
12
15,213
64
77.61
HOUSTON*
1,934,383
106,254
$181.27
24
17,997
56
77.41
DENVER
584,000
58,250
$199.28
26
25,452
69
67.35
ROSEMONT, IL.
840,000
6,215
$210.87
3
25,509
61
66.52
LOS ANGELES
720,000
114,079
$243.55
20
17,047
69
65.18
PHOENIX
584,500
70,026
$232.32
5
15,499
73
63.63
NEW YORK
850,140
124,883
$449.83
22
26,826
68
60.18
ANAHEIM, CA
1,013,607
5,343
$252.04
40
18,378
70
58.00
SAN DIEGO, CA
615,701
64,352
$226.30
8
7,857
73
57.46
BOSTON
516,000
61,954
$295.76
5
13,866
70
54.88
PHILADELPHIA
679,000
52,123
$245.50
12
9,106
68
54.31
SALT LAKE CITY
515,000
25,314
$175.57
8
9,039
62
51.98
INDIANAPOLIS
749,000
35,350
$172.48
12
3,876
60
51.55
LOUISVILLE, KY.
674,000
23,866
$186.58
4
2,379
67
51.13
WASHINGTON, D.C.
703,000
111,420
$288.50
30
12,444
55
50.98
DETROIT
723,000
47,107
$217.36
20
10,800
54
50.94
NEW ORLEANS
1,100,000
42,002
$265.60
16
4,715
58
50.87
SAN ANTONIO
514,000
48,551
$195.63
9
3,417
65
49.48
U.S. ONLY DESTINATION
34 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Destination Attractiveness Mathematical Market Metrics In addition, VISIT DENVER contracts with 2Synergize, a Simpleview consulting company, to conduct a Destination Attractiveness Mathematical Market Metrics (DAMMM) which is a statistical method, multivariate regression analysis, that holds ‘convention room nights’ as the dependent variable and all 40+ of the attractor variables as the independent variables. There are 20 Destination Attractiveness variables included in this analysis: 1. Total Convention Hotel Rooms 11. Average Daily Rate 2. Total Hotel Rooms 12. Retail Establishments 3. Largest Convention Exhibit Space 13. Population Growth (%) 4. Total Hotel Rooms w/in 1 Mile of Convention Center 14. Museum & History Establishments 5. Violent Crime around Convention Center 15. Travel Time from Major Airport to Downtown 6. Property Crime around Convention Center 16. Amusement, Gambling & Recreation Establishments 7. Average # of Scheduled Departures per Day 17. Performing Arts, Spectator Sports Establishments 8. Total Hotel Properties 18. Restaurant Establishments 9. Per Diem Meal 19. Total Convention Hotel Properties 10. Hotel Room Occupancy 20. Center City Walk Score
Denver’s Product When Compared to 135 U.S. Cities The higher the percentile the better the ranking; however, with Average Daily Rate and Occupancy it is inverted, so the assumption is the higher the occupancy and rate the more difficult it is for the meeting planner to book Denver. Denver ranks high except for violent crime around the center and property crime around the center. NATIONAL MARKET COMPARISON
NATIONAL PERCENTILE RANK
Looking at the first 10 attractiveness variables, Denver ranked in the 85th percentile and above “Total Hotel Rooms,” “Largest Convention Exhibit Space, “Total Hotel Rooms within 1 Mile of the Convention Center,” “Total Hotel Properties,” and “Average Number of Scheduled Departures/Day.” 100
89
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83
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35 VISIT DENVER 2024 Marketing Plan
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CONVENTION SALES SITUATION ANALYSIS
NATIONAL MARKET COMPARISON
NATIONAL PERCENTILE RANK
In the second set of 10 attractiveness variables, Denver ranked above 80 percent in Retail, Amusement/Recreation, Restaurants, Performing Arts/Spectator Sports, Convention Hotel Properties and Center City Walk Score.
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The analysis is done for Denver’s Competitive Set of the following cities: Las Vegas Dallas Anaheim Salt Lake City Houston Los Angeles Phoenix Austin Chicago Seattle San Diego New Orleans San Antonio San Francisco Indianapolis
Nashville Atlanta Orlando Washington, D.C. Philadelphia
Denver ranks firmly in the middle of the pack for destination product when compared to 20 of its competitive set, and again is disappointedly at the bottom for crime around the center. This has been an ongoing concern and issue and will be discussed later in the section.
36 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
COMPETITIVE SET: ATTRACTIVENESS COMPARISON Looking at the first 10 attractiveness variables, Denver ranked highest in “Total Hotel Rooms w/in One Mile of the CC” and “Average Number of Scheduled Departures/Day”, amongst their competitive set. Denver ranked lowest in “Violent Crime” and “Property Crime”.
COMPETITIVE SET RANKING
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In the second set of 10 attractiveness variables, Denver ranked highest in “Average Daily Rate” and “Center City Walk Score” amongst their competitive set. 1 3 5 7 9 11 13 15 17 19 21
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37 VISIT DENVER 2024 Marketing Plan
is bl ta
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CI
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SC
CONVENTION SALES SITUATION ANALYSIS
Accessibility
DEN NONSTOP DESTINATIONS
Accessibility is a key component to convention success. Denver International Airport continues to be a bright spot for the city when attracting leisure visitors and for meetings and conventions. Airports Council International (ACI) has released year to date April 2023 worldwide passenger traffic. DEN ranks as the third busiest airport in the U.S. and the fifth busiest airport in the world. DEN’s position will likely change in the coming months as just over two million passengers separate the No. 5 spot from the No. 10 spot. Denver's passenger traffic in August 2023 increased 9.9 percent as compared to August 2022. August 2023 ranks as DEN's second-busiest month on record. For July 2023, Denver ranked fifth among peers airports in terms of passenger recovery vs. July 2019, lagging only Austin (AUS), Nashville (BNA), Miami (MIA) and Orlando (MCO). Meeting planners find the number of nonstop destinations served by DEN a real benefit for their attendees, which as of October YTD are averaging 214.
PERIOD
SEPT. 2023
YTD SEPT. 2023
Domestic
182
186
International
22
27
Total Destinations
204
213
As more and more international countries reopen their routes, it is expected that DEN will continue to drop in busiest airport in the world but continue its tradition of being in the top five busiest airports in the U.S. Unfortunately, throughout 2023 there have been major issues with cost to fly, few flights and delays and cancellations. This will impact the number of attendees who are considering attending a meeting and convention. According to Longwood/Miles Travel Sentiment Study, cost and delays and cancellations might reduce likelihood of travel by 34 percent and 25 percent respectively.
Are any of the following factors reducing your liklihood of traveling by air at some point in 2023? Higher fuel costs raising the cost of flying
34%
Risk of Flight delays/cancellations
25%
Behavior of airline passengers
19%
Crowded airports and planes
18% 17%
Health concerns, including Covid-19 None of the above - I am still plannning to fly at some point in 2023
23% 17%
None of the above - I do not have plans to fly for the remainder of 2023 4%
Don’t know/Not sure 0
38 VISIT DENVER 2024 Marketing Plan
25
50
CONVENTION SALES SITUATION ANALYSIS
Facilities
challenges facing Denver. Currently, hotels are struggling to fill positions, with many prospective employees demanding more flexibility as it relates to working from home. This presents a unique challenge for hotels as they are still struggling operationally, and having staff working from home is simply not realistic in most cases. The industry continues to face a branding issue, which also makes hiring difficult. Clients are also expecting continued leniency with contracting, many requiring no cancellation and/or attrition when securing a future year. Hotels are also having to re-evaluate their rooms-to-space ratio policies, since groups need more space, but are not willing to contract more rooms due to continued uncertainty, travel restrictions and health protocols.
Denver has always had a strong roster of facilities conducive for meetings and conventions. Hotel development continued with the 2022 opening of the Hyatt Centric, The Thompson, The Slate and Vib Denver as well as the 153-room Cambria and 18-room Urban Cowboy in 2023. This new inventory adds to downtown Denver’s more than 12,000 total rooms; however, these new limited service/boutique properties have limited meeting space to create new demand. The last meeting hotel built in downtown Denver was the Embassy Suites in 2010. The lack of meeting hotels puts additional pressure on the convention center to perform. New hotel product continues to be added to Denver’s supply, and Denver has been a leader in U.S. supply percentage growth for the last decade. The chart below shows what the new market pipeline looked like as of June 2023.
For nearly a decade Denver has been in the top six for supply growth. The updated chart below shows that Denver is still in the top 10 for supply growth for the next five years (2023 to 2028). This will continue to present competition and workforce challenges as the occupancy has not yet recovered to 2019 percentages.
METRO DENVER HOTEL PIPELINE (Planning & Construction) 2,500 2,000
2,131
TOP 10 MARKETS, ALL HOTELS, 2023 to 2028 (5 Periods)
2,241
RANK
1,500 1,000
1,228 824 640
500 487
0 Boulder/ Longmont
Airport East
Denver CBD
North
South/DTC
West
Source: VISIT DENVER CoStar Group
One of the greatest concerns within the hotel community continues to be the lack of adequate workforce. Many hotels are not at 2019 staffing levels, while occupancy continues to get close to 2019 levels. New supply continues to exacerbate the workforce
MARKET
% CHANGE
1
Fort Worth
2.3%
2
Nashville
2.3%
3
Savannah
2.0%
4
Denver
2.0%
5
San Bernadino
1.9%
6
Charleston
1.9%
7
Saint Petersburg
1.7%
8
New Orleans
1.6%
9
Dallas
1.5%
10
Fort Lauderdale
1.5%
Source: CBRE Hotels Research Q4 2022
39 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Meeting Venues Having unique venues for conventions and meetings is more important than ever. According to MMGY’s most recent U.S. Portrait of Meeting and Convention Travel research, attendees are looking for unique venues to replace the more standard meeting experience. The chart below shows that attendees find a unique venue much more appealing than they did pre-pandemic. WAVE 1
WAVE 2
WAVE 3
WAVE 4
Venues that are truly unique to a destination
3.46
3.53
3.53
3.48
Hotels & resort ballrooms & conference facilities
3.14
3.11
3.20
3.25
Historic landmarks or facilities
3.20
3.15
3.16
3.14
Convention centers
3.05
3.01
3.00
3.05
Sports venues (ex. stadiums, arenas, golf courses, etc.)
2.93
2.94
2.91
2.96
Planners are finding “venues that are truly unique to a destination” and “hotels & resort ballrooms and conference facilities” much more appealing now versus prior to the pandemic. Denver will have a competitive advantage on two fronts: the new expansion with its 150-mile views of the Rocky Mountains is uniquely branded and appealing, and Denver has an abundance of sports venues and unique offsite venues like Meow Wolf, the National Western Center and Red Rocks Amphitheater to name a few.
Colorado Convention Center Expansion
as the sales and services teams continue to navigate changing meeting norms and a building under construction.
The expansion of the Colorado Convention Center (CCC) remains on track. Voters approved the project in 2015. The project was made possible by $104 million approved by Denver voters in 2015 and $129 million in Certificates of Participation issued in 2019 with repayment of the COPs derived from Tourism Improvement District revenues. Those revenues are a portion of the seat tax and excess revenues from the convention center hotel.
The key features of the expansion are as follows: Multi-function Bluebird Ballroom Space • The signature feature of the expansion is an 80,000-square-foot, column-free multi-function space that includes 19 subdivisions of varying sizes. In its full configuration, the room can host more than 7,500 attendees for a general session or 4,600 guests for a catered event. The space includes 30-foot-high ceilings and rigging point accommodation at 30-foot centers across the entirety of the room.
In July 2020, the City of Denver selected Hensel Phelps and TVS Design as the design/build team for the project. Denver City Council approved the contract in fall 2020. Construction started in June 2021, and a “Raise the Roof” kick-off ceremony and press conference took place in September 2021. On June 23, 2023, Mayor Hancock and City officials highlighted the progress of the $233-million expansion projects, surrounded by City workers, representatives from VISIT DENVER, Hansel Phelps Construction, and members of the local media. The expansion will be completed in December 2023.
Pre-function Concourse
• The new wrap-around, pre-function concourse, which features dramatic views of the Rocky Mountains, is conveniently accessible via the center’s existing street-level lobbies. Generously sized at 35,000 square feet, this beautiful space offers a variety of seating options for networking between sessions, as well as registration or refreshments. Rooftop Terrace
VISIT DENVER is working closely with Denver Office of Transportation and Infrastructure (DOTI) and the contracted team to minimize the impact on existing business, while also continuing to book new business. Throughout 2023, the focus was on successfully executing meetings, as well as minimizing any expansion impacts. The customer experience has been top-of-mind
• The 20,000-square-foot rooftop terrace features spectacular views of the Rocky Mountains to the north and west and stunning views of Denver’s skyline to the east. Huge accordion-style doors connect the terrace to the pre-function space and will allow for seamless indoor/outdoor events. 40
VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Crime & Public Safety Due to the COVID impacts, Denver’s visitor products like restaurants and retail continue to slowly return to the city center. However, vacant storefronts remain in the downtown core, and there are increased incidents of crime in the central business district, which are a concern for the meetings industry since safety is a top priority among meeting planners. The following charts from MMGY research, recently commissioned by several DMOs throughout the U.S., show how the levels of crime and perceptions of safety are impacting decisions for both meeting planners and attendees. Concerns regarding the defunding of police have diminished, but overall safety concerns remain top of mind for meeting planners. The order of public safety issues has remained consistent over the eight quarters of asking the question: When selecting a destination to host a meeting, conference, or convention, to what extent does each of the following public safety (non-COVID) issues impact your decisions. W1-'21
W2-'21
W3-'21
W4-'21
W1-'22
W2-'22
W3-'22
W4-'22
The level of crime in the destination
78%
82%
78%
80%
77%
79%
84%
79%
The perceived lack of safety response/adequate law enforcement resources in the destination
74%
72%
73%
71%
72%
68%
74%
71%
Recent large-scale protests in the destination
60%
62%
60%
57%
61%
54%
59%
57%
Public discussion of defending the host city’s police department
43%
40%
35%
40%
38%
35%
39%
39%
Source: December 2022, MMGY
Aggressive panhandling, safety and cleanliness continue to be the top complaints by meeting organizers who have met, or are considering meeting, in Denver. Constrained by these complex issues, Denver was keenly aware of the growing competition for convention dollars and the threat to the city's reputation as a desirable destination. In response to these concerns, former Mayor Hancock launched a comprehensive safety plan in early 2022, focusing on the following areas: preventing crime and improving policing, addressing the proliferation of illegal guns, behavioral health and alternatives to police response, police recruitment and retention and state partnerships.
two more safety ambassadors for two eight-hour shifts per day to be deployed in the 10-block region around the convention center. VISIT DENVER understood that by adding police, they might risk a perception that there really is something wrong but felt that it was the right thing to do. In addition, VISIT DENVER launched a program that connected hotels with the Denver Police Department and DDP via radio; currently there are 21 properties participating in this free program. These overarching plans have helped address some of the many concerns from meeting planners, visitors and residents alike, but there are still many issues in the central business district.
Then in October of 2022, Mayor Hancock and Downtown Denver Partnership announced that they were deploying additional resources to address everything from trash and graffiti to panhandling and threatening behavior. In addition, the City made unprecedented investments in addiction treatment and recovery, mental health services, homeless housing and law enforcement. The intent was to send a clear message to the community that if you see something, say something.
Another City initiative that launched in 2022 and continued in 2023 was a grant program providing incentives like free rent and décor allowances that encouraged small businesses to create pop-up shops in some of the vacant storefronts along the 16th Street Mall. This initiative helped to create a more visitorfriendly atmosphere while longer-term leases are negotiated; however, crime and 16th Street Mall construction negatively impacted many of the businesses that eventually closed.
In 2023, VISIT DENVER hired two pairs of off-duty police officers for every convention at the convention center. In addition, VISIT DENVER contracted with DDP to add
As the conversations continue regarding crime, safety and civil unrest, many meeting planners are now requesting data on these topics in future RFPs.
41 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Health & Safety Post-COVID, VISIT DENVER realized that it was still important that some safety and cleanliness protocols should remain in place and, therefore, maintains the “clean and safe resource guide” located on VISITDENVER.com to aid concerned clients planning future meetings. There is also a “Know Before You Go” tailored to attendees that appears on all convention microsites. Meeting planners will continue to expect destinations to provide communication and responsiveness, destination updates with honest conversations, flexibility and understanding, and transparency regarding staffing levels. It remains important to be upfront about any continued impacts COVID is having on each destination. During the height of COVID, many of the protocols were mandated by the city, state or federal government, while others were demanded by the meeting planners and attendees. Planners seem to want some cleanliness protocols but have minimized the need for mandated COVID protocols such as masks, testing and vaccinations. IMPORTANT SAFETY MEASURES FOR VENUES TO HAVE IN PLACE Hand sanitizer available throughout the venue 58%
Hotels & convention facilties certifying COVID-19 cleaning protocols
49%
Proof of vaccination of all venue employees
31%
20%
Whether the venue has certification from the Global Biorisk Advisory Council (GBAC)
20% 18%
Host venues requiring masks to be worn at all times by attendees and staff
29%
20%
21%
8%
37%
30%
14%
11%
65% 67% 65%
49%
25% 26%
Proof of vaccination for any attendee in order to attend Venues requiring negative COVID-19 test prior to any attendee attending
46%
65%
70% 70%
48%
33%
24%
0
39%
40
Wave 1
Wave 2
Wave 3
80
Wave 4
ASM Global Venue Shield
Denver developed safety and cleanliness standards at facilities and secured ASM Venue Shield and GBAC certification for the Colorado Convention Center. ASM Global continues to maintain these practices and certification; these will extend to the newly expanded space, as well.
• ASM Global manages the CCC, along with more than 300 other venues worldwide, and has developed the Venue Shield program. This comprehensive new protocol was developed in partnership with AECOM, the world’s premier infrastructure firm, and its international team is comprised of sports venue design, environmental hygiene and biocontainment experts. The Venue Shield program is being guided by scientific and medical research input from Drexel University College of Medicine (DUCOM) and its interdisciplinary team of expert faculty and graduate medical students. Additionally, SERVPRO, the No. 1 choice in commercial cleaning and restoration services for more
Global Biorisk Advisory Council (GBAC)
• GBAC certification means that a venue has established and maintained a cleaning, disinfection and infectious disease prevention program to minimize risks associated with infectious agents like COVID. The focus is on cleaning protocols, disinfection techniques and work practices to combat biohazards and infectious diseases. 42
VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
than 50 years, will serve as ASM Global’s primary partner in the implementation of the proactive viral pathogen cleaning process. The customized, in-depth workflows for venue re-occupancy include industrial disinfection and workforce safety initiatives, developed in accordance with international guidelines from the CDC, NHS, PHAA and WHO, among others.
tions, while also holding a high bar for the overall experience that conventions and meetings have in Denver. On a national level, the U.S. Travel Association is also working on this issue and will lead intentional efforts to address industry workforce challenges, including urging action from the Federal Government on admitting more temporary workers into the U.S., and partnering with Tourism Diversity Matters in taking the steps necessary to enable more diversity at all levels of the travel community. With no end in sight, the American Hotel & Lodging Association (AHLA) and the National Restaurant Association are also making this a priority. Locally, VISIT DENVER is working with CHLA and Colorado Restaurant Association (CRA) to promote career opportunities within the travel and tourism industries.
Service According to Longwoods/Miles Travel Sentiment Study, Wave 75, service continues to be top-of-mind for conventions and meetings. With prices increasing significantly and lack of workforce still being a huge challenge for the industry, visitor and planner expectations are shifting. The chart below shows service expectations for near-future travel. When traveling in the next three months, what level of service do you expect to receive from tourism and hospitality businesses? The same level of service before the pandemic
Destination Appeal The chart on the next page shows the myriad factors impacting attendees’ decisions to attend meetings; some are within the control of the DMO, but many are not. Destination appeal ranks number one, and 2023 continued to be a tough year for the city in many respects; however, there are still many exciting projects underway that will help enhance destination appeal. Continued investment in infrastructure has been a huge bright spot for Denver’s future. Recent projects include the opening of Meow Wolf’s Convergence Station, the expansion of the Denver Art Museum and the completion of the DEN gate expansion and progress on the Great Hall project. In 2023, there was continued progress on the National Western Center, and the 16th Street Mall refurbishment project is expected to be completed in 2025. The Colorado Convention Center will be completed by the end of 2023. Many of these factors are Denver’s strong suit; however, public safety ranks 4th and has been a major issue over the last two years and discussed previously.
58%
A higher level of service than before the pandemic
28%
A lower level of service than before the pandemic
14% 0
60
This sentiment will continue to present a challenge for Denver, as recovery is on-going and hotels, restaurants and attractions work to achieve pre-COVID staffing levels. The Destination Services team has increased pressure to stay on top of staffing level challenges and any service interruptions at hotels. Due to staffing challenges, many hotels are only slowly opening their in-house restaurants or have shortened their hours, and many have also eliminated room service. The Destination Services team works to manage expecta-
43 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
FACTORS THAT IMPACT DECISION TO PLAN A MEETING IN A SPECIFIC DESTINATION WAVE 1
WAVE 2
WAVE 3
WAVE 4
The general appeal of the destination
N/A
93%
93%
93%
The overall cost of holding a meeting/conference/convention in the host destination
N/A
N/A
95%
92%
Potential attendees' ease of getting to host destination by air/ good air lift into the host destination
N/A
N/A
91%
91%
A perception of relative safety (from violence, protests, or civic unrest) of the host destination compared to other destination options
82%
84%
85%
81%
A compelling collection of activities and events in the destination within walking distance of the meeting/conference/convention site
73%
82%
77%
77%
A destination's ability to offer a unique and appealing meeting venue
78%
75%
78%
76%
Clarity and equity in long-term Force Majeure contractual interpretations
76%
78%
74%
72%
The destination exemplifies a commitment to Diversity, Equity and Inclusion
45%
48%
54%
46%
The politics of the host destination
45%
46%
41%
38%
A perception that the destination has done an effective job of managing the impact of the COVID-19 pandemic
62%
58%
50%
38%
The environmental responsibility of the destination
37%
33%
36%
35%
A new COVID variant emerging
61%
51%
45%
32%
Mask mandates and other safety protocols in the destination
47%
39%
37%
19%
The percentage of the host city population that is vaccinated against COVID-19
39%
32%
27%
16%
The likelihood that the majority of attendees will be able to drive rather than fly to the host destination
15%
14%
19%
15%
Hybrid/Virtual Meetings
Instead of targeting a few people with gated events, companies will open virtual and hybrid events to more attendees. This will target people at multiple points in the sales funnel. It is expected that in-person events will incorporate more digital touchpoints, supported by technology. This will allow event marketers and planners to capture more valuable insights on attendee behavior and interests to build more personalized attendee experiences.
In 2023, Denver saw a continued focus on personalization and the importance of in-person events but was more industry-specific. Many planners believe face-toface interaction is the platform where attendees strike deals, forge relationships and generate ideas. The demand for face-to-face meetings and events continues to grow, with most respondents (85 percent) to MPI’s latest Meetings Outlook survey indicating favorable business conditions for the year ahead.
The VISIT DENVER team is seeing more virtual events that happen after the in-person event. It appears that meeting planners are offering fewer synchronous hybrid meetings because of the costs and resources required to operate parallel in-person and virtual meetings at the same time. For planners who offer virtual experiences, VISIT DENVER has developed resources that provide unique and engaging opportunities to infuse Denver into a virtual or hybrid event and maintains a directory of partners who can assist with all aspects of virtual or hybrid meetings.
With so many people relying on video conferencing today, this technology, no doubt, will continue to evolve as we move into 2024. The opposing view to in-person meetings is seen by some employers who have recognized the savings on travel costs and the success of advanced videoconference platforms that supported their trade show and conference efforts during the pandemic.
44 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
CONSIDERATIONS/TRENDS FOR 2024
and continued challenges with “Brexit-like” issues impacted the ability of every city in the United States to attract more international attendees. For more than two years, COVID has presented a brand-new challenge to luring this attendee to participate in meetings and conventions in the U.S.
Workforce
Workforce continues to be a major challenge for Denver, as it is across the country, and is impacting the entire hospitality community. Many restaurants are unable to open to full capacity, and many hotels are unable to realize a full sell-out, both due to staffing shortages. Hotels and restaurants alike have hefty employment incentives in place, but to no avail.
While domestic visitation to Denver in 2021 nearly returned to 2019 levels, international travel lagged at a much slower pace of recovery, primarily due to international regulations regarding COVID testing and quarantine, and timing for airline carriers to resume flights that had stopped operating since the beginning of the pandemic. Just like most of the visitation to Denver has been from U.S. cities, international convention attendees stayed close to home.
Traveler research from Destination Analysts states that, during their travels, Americans are having more unsatisfactory travel experiences due to lack of workforce and service issues. Research is also showing an increase in expectations and that the traveler is running out of patience regarding negative impacts of workforce challenges on their experiences. The industry is discussing these issues at all levels, and VISIT DENVER is working to determine its role in helping to “move the needle” for this important aspect of Denver’s recovery.
This situation changed June 12, 2022, when the U.S. finally lifted the pre-departure testing requirement for inbound air travelers. As of July 2023, most international flights that were in existence pre-pandemic resumed flying to Denver with additional nonstop flights from United’s Munich and London-Heathrow. These developments opened the potential for progressive, but conservative, growth of international attendees, a market that traditionally takes much longer to materialize due to the complexity of planning an international trip. According to Oxford Economics, Denver should exceed 2019 international travel numbers by 2024 and is forecasting 109 percent growth from 2022 to 2027 as seen below:
Crime, Homelessness & Aggressive Panhandling Denver's persistent challenges with crime, homelessness, and aggressive panhandling have not gone unnoticed by event planners and attendees. While recent collaborative initiatives by the city have made strides in addressing these issues, ongoing vigilance is necessary due to both real incidents and the broader perception. Throughout the sales process and event execution, VISIT DENVER takes a proactive approach to communicate the comprehensive safety measures in place within the convention corridor, encompassing off-duty officers, Ambassadors, the Clean and Safe app, and the hotel radio program. As demonstrated above, the safety of a destination continues to be a paramount factor when selecting a venue for meetings. Some clients even enlist third-party evaluators to assess the safety of a location prior to making a commitment to a destination. The concerns of homelessness and safety rank high on the agenda of Denver's newly elected Mayor, underscoring the need for sustained prioritization as we move into 2024.
VISITS FROM TOTAL INTERNATIONAL TO DENVER 800,000
771.5 707.1
700,000
$513 Million 674.1 in Spending
600,000
2024 585.1
580.0
500,000 485.3
400,000 369.5
300,000 200,000
The International Attendee In recent years, increasing international attendance was an opportunity for most conventions. For most associations and global corporations, international attendance is vital to meeting success and long-term delegate growth. Prior to COVID, issues like terrorism, conflicts around the world, U.S. visa policies, tariffs
100,000
138.0
117.0
0 2019
2020
2021
2022
2023
2024
2025
2026
2027
Source: Oxford Economics
45 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Booking Outside the Block – Increased Supply & Lower Occupancy Online hotel aggregator sites have negatively impacted room blocks, often making it easy for attendees to find lower rates outside of contracted group blocks. Travel costs and financial concerns exacerbate this behavior, and increasing supply coupled with lagging business travel demand will continue to impact blocks in 2024. In response to these realities, most citywide planners have been more conservative with their contracted hotel blocks; thus, the number of rooms contracted is no longer the single best way to evaluate the size and scope of a meeting opportunity for future years.
Home Share In addition, the competition between hotels and home share has been strong within the meeting attendee audience. COVID created an opportunity for hotels to gain back some of that market share, as Destination Analysts research suggests that people feel more comfortable in a hotel versus a home-share accommodation. Much of this is due to cleaning protocols that every hotel chain put into place to ensure guest safety. The competition between hotels and home share will continue, with lots of available supply and decision-making behaviors for meeting attendees driven by rate and location. Through July 2023, Lodger’s Tax from short-term rentals was $8.15 million, which represents approximately 11.3 percent of total Lodger’s Tax collected. By comparison, through July 2022, the City had collected $6.3 million. Both the overall amount and percentage of total Lodger’s Tax continue to increase from 2022 levels, and 2022 surpassed the 2019 collections by 7.5 percent. HOME SHARE LODGER’S TAX UPDATE Lodger’s Tax from STR’s
2017 TOTAL
2018 TOTAL
2019 TOTAL
2020 TOTAL
2021 TOTAL
2022 TOTAL
2023 YTD
$3.5M
$8.36M
$10.6M
$5.6M
$8.2M
$11.4M
$8.15M
7.5%
10.1%
11.9%
10.4%
9.1%
11.3%
Percent of Lodger’s Tax Whole
LODGER’S TAX BY MONTH 1,800,000 $1,641,877
1,600,000 1,400,000 1,200,000
$1,266,179
$1,249,980
$1,014,796
1,000,000 $938,535
$1,262,095
$1,261,552
$1,381,729
$1,134,689
$1,044,994
$962,642 $829,462
800,000
$816,245 $710,321
600,000 400,000 200,000 0 June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
March
April
May
June
July
*Due to technology upgrades, all starred numbers are approximations and may not reflect actual amounts
46 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Competition
Competition from “mega-hotels” (facilities so large
that the entire meeting can be held in one hotel, eliminating the need for a convention center) is increasingly impacting all major convention cities. In many cases, the mega-hotels offer complimentary meeting space, as well as an “all-inclusive” approach to doing business.
In the short term, the major meeting markets have relatively little availability due to rebooking COVID cancellations. However, as customers re-evaluate future meetings and destinations, it has become very competitive, and customers will be looking for deals after years of not meeting or meeting virtually.
Expansion Impact
Convention centers, both domestically and internationally, continue to expand and enhance their facilities, making the meetings industry increasingly competitive. Currently there are 17 convention center projects around the country and many of them are in Denver competitive set. Those who have recently expanded or are undergoing expansions include Austin, Seattle, San Antonio, New Orleans, Dallas, St. Louis, Indianapolis, Las Vegas, Los Angeles and Boston.
The Colorado Convention Center expansion began on June 1, 2021, and is on track for competition in late 2023. VISIT DENVER and ASM Global worked closely with groups to minimize any impacts from the construction and offered solutions and concessions where necessary; such disruptions have been minimal except for an extremely wet spring that caused major disruptions with roof leaks as the contractor connected the center roof with the new expansion roof. Until completion, groups will still expect concessions if impacted, and VISIT DENVER will work in conjunction with ASM Global to accommodate those requests and make any necessary space adjustments. With completion in late 2023, both VISIT DENVER and ASM Global are actively selling the expansion beginning Q2 2024, and this could move earlier as construction advances. There is healthy demand for—and interest in—the new space in 2024 and beyond, and the combined sales teams are aligned in maximizing bookings and revenue.
Some of the challenges today include: Assurances about attendee safety will now play a major role in destination selection. There will also be a request for increased flexibility on things like food and beverage minimums, attrition and other performance metrics associated with meeting success. With many cities trying to close pace deficits in
future years, competition remains fierce from both tier one and tier two convention destinations. Also, across the United States, several cities are expanding or enhancing their convention centers.
National Lodging Trends/Forecast – PricewaterhouseCoopers (PwC) Despite worries of recession, bank failures and a liquidity crisis affecting the macroeconomy, US hotels continue to outperform expectations. In Q1 2023, US hotels exceeded Q1 2019 (pre-pandemic) RevPAR levels by 13.0 percent, based on data from STR. Room rates continue to be the primary driver in this performance recovery. While occupancy in Q1 2023 was still down 2.1 points from the same period in 2019, ADR increased 17.0 percent. Leisure travel continues to be strong, even though growth levels are slowing, and individual business travel and group business has slowly re-emerged, contributing more significantly to future growth expectations.
Cities continue to offer convention center discounts,
as well as financial incentives, to book large citywide business. Due to the number of options now available to meeting decision makers, rotation cycles have lengthened. Typically, a large citywide could rotate every four to six years, and now the industry is seeing rotation cycles as long as 10 years or more, given the number of destination options.
47 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
2024 Forecasts PwC
The Fed’s continued increases in its policy rate, the failure of three banks and a liquidity crisis, has caused greater uncertainty in the public markets, which is expected to have a downstream impact on hotel demand for the remainder of this year and into next. PwC now expects annual occupancy for US hotels this year to increase slightly less than in the November 2022 outlook, increasing to 63.4 percent. With slowing growth in occupancies for the balance of this year, it is expected that average daily room rates will increase 4.1 percent for the year, with resultant RevPAR up 5.5 percent—approximately 114 percent of pre-pandemic levels, on a nominal dollar basis.
National Occupancy & Average Room Rate 2020
2021
2022
2023*
2024*
Occupancy
43.9%
57.5%
62.6%
63.4%
63.5%
Percentage change from prior year
-33.4%
31.1%
8.9%
1.3%
.2%
Average Daily Rate
$102.97
$124.29
$149.06
Percentage change from prior year
-21.6%
20.7%
19.9%
4.1%
3.4%
Nominal RevPAR
$45.16
$71.45
$93.30
$98.42
$101.90
Percentage change from prior year
-47.8%
58.2%
30.6%
5.5%
3.5%
$155.21 $160.42
*Forecast Source: PricewaterhouseCoopers May 2023
Since the November 2022 outlook, the Fed’s monetary policy has resulted in continually elevated interest rates and an unexpected fallout of several large regional banks has occurred, both of which have contributed to a limited availability of debt. This tightening credit market has resulted in a steep slowing of construction starts for new hotels.
Smith Travel Research (STR) According to STR, below are the forecasts for recovery. Total U.S. Key Performance Indicator Outlook, August Forecast
For the remainder of 2023 and into 2024, demand growth from individual business travel and groups is expected to offset a softening in leisure demand, with outbound international leisure travel outpacing inbound, given the relative strength of the dollar. With flattening occupancy levels in 2024, growth is expected to come almost entirely from ADR, with an expected year-over-year increase in RevPAR of 3.5 percent— approximately 118 percent of pre-pandemic levels.
2022 ACTUAL
2023 FORECAST
2024 FORECAST
Occupancy
62.60%
63.40%
64.80%
ADR
$149.21
$154.91
$159.08
RevPAR
$93.38
$98.26
$103.10
RevPar Indexed to 2019
108%
114%
119% Source: CoStar August 2023
Denver, CO Market Key Performance Indicator Outlook, August Forecast
Significant risks to this outlook include the pace and magnitude of changes in the macroeconomic environment, continued high vacancy rates in office spaces nationwide and increasing geopolitical tensions.
2022 ACTUAL
According to PwC’s Hospitality Directions U.S. Report (May 2023), the outlook for 2024 anticipates: Demand growth of 1.7 percent
2023 FORECAST
2024 FORECAST
Occupancy
67.70%
70.30%
72.70%
ADR
$141.25
$148.60
$151.77
RevPAR
$95.69
$104.39
$110.32
RevPar Indexed to 2019
97%
106%
112% Source: CoStar August 2023
Supply growth of 1.5 percent
48 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
DENVER Lodging Trends/Forecast CBRE Hotels - Hotel Horizons Q1 2023 By year-end 2023, Denver hotels are forecast to see a RevPAR increase of 10.5 percent. This is the result of an estimated increase in occupancy of 5.2 percent and a 5.0 percent gain in average daily room rates (ADR). The 10.5 percent boost in Denver RevPAR is better than the national projection of a 6.0 percent increase. Year-end Denver RevPAR will be 5.5 percent greater than the 2019 year-end RevPAR level of $100.70. RevPAR for Denver hotels is not expected to surpass 2019 levels until the end of 2023. Leading the way in 2023 RevPAR growth is the upper-priced segment of Denver. Upper-priced properties are forecast to attain a 4.7 percent gain in ADR and see a 7.4 percent increase in occupancy, resulting in a 12.5 percent RevPAR increase. Lower-priced hotels are projected to experience an ADR growth rate of 2.2 percent, along with a 3.8 percent gain in occupancy, resulting in a 6.1 percent RevPAR increase. Looking towards 2024, Denver RevPAR is expected to grow 5.2 percent. This is slower than the forecasted rate of growth for 2023. Prospects for RevPAR growth in the upper-priced segment (5.7 percent) are better than in the middle-priced segment (4.4 percent). Denver market occupancy levels are expected to range from 72.2 percent to 74.6 percent during the five-year forecast period. DENVER FORECAST SUMMARY YEAR
OCC
OCC VAR
ADR
ADR VAR
REVPAR
REVPAR VAR
2018 2019 2020 2021 2022 2023F 2024F 2025F 2026F 2027F
72.8% 74.0% 41.4% 59.0% 68.7% 70.5% 71.1% 72.2% 73.0% 74.3%
-1.4% 1.7% -44.0% 42.5% 16.3% 2.7% 0.8% 1.6% 1.2% 1.1%
$132.44 $136.20 $94.68 $116.98 $140.31 $147.49 $151.58 $155.87 $160.11 $164.45
0.9% 2.8% -30.5% 23.5% 19.9% 5.1% 2.8% 2.8% 2.7% 2.7%
$96.36 $100.77 $39.20 $69.04 $96.34 $104.01 $107.70 $112.49 $116.88 $121.36
-0.5% 4.6% -61.1% 76.1% 39.5% 8.0% 3.5% 4.4% 3.9% 3.8% Source: CBRE Hotel Horizons Q2 23
49 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
SERVICES
Planners and caterers will continue to reinvent food
Meeting Planning Trends & Impacts
and beverage service options and look to provide contactless serving and payment methods when possible.
Two national, independent studies of meeting
planners rank service from a convention bureau, service at the convention center and hospitality from the city in general as some of the most important considerations in selecting a meeting destination.
Meeting planners are incorporating live-streaming
options or virtual components for their attendees who are not willing or able to meet face-to-face. Destination Services continues to help with fulfillment, content and creative ideas to help engage the virtual attendee.
The expectations for meeting professionals have
never been higher; therefore, outstanding convention services are crucial to a destination’s success.
Planners will be working with limited budgets, and
Technology allows meeting planners to request
Destination Services will need to provide creative, low-cost or free options to enhance meetings.
services quickly and more easily, thus requiring immediate response and turn-key information via websites and internal systems.
Due to the uncertainty of the impact of the pandemic,
planners were being very conservative with hotel blocks to minimize attrition costs. However, for meetings where attendance levels are increasing, securing additional hotel blocks can be difficult due to compression and limited availability. As a result, rates are often higher than the original contracted rates within the contracted hotel blocks.
Planning lead time and staffing levels continue to be
a challenge, which is requiring Destination Services to field a lot of last-minute requests, site visits and planning assistance. VISIT DENVER must continue to provide turn-key systems and service levels to compete in a fast-paced, ever-changing environment. Meeting professionals continue to be more reactive
As a result of the pandemic, planners are reviewing
than proactive. They rely more and more on their vendors and Destination Services Manager (DSM). The DSM needs to be the proactive agent between planners and vendors, serving as both mediator and troubleshooter. It’s becoming more and more important to maintain great rapport and relationships with the hospitality community.
future contract language regarding force majeure and cancellation clauses. Planners are looking to incorporate more Corporate
Social Responsibility (CSR) options and DEI initiatives into their programming and rely upon their DSM to provide local contacts and resources.
Meeting planners are continually reinventing their
Downtown environment issues include but not
programming and looking for unique attendee experiences, both during the meetings and at offsite venues. They often rely on their DSM to provide ideas and examples of what has been done in the convention center or they may look to their DSM for local vendors to provide these experiences.
limited to crime and safety continue to be a key concern and priority for meeting planners and their attendees. The Destinations Services Team continues to communicate Denver’s programs and initiatives to address these concerns. Ancillary events (ICW’s) are increasing but often
Forecasting meeting attendance can be a challenge
booking last-minute which means venue availability can be limited.
because of corporate travel restrictions and budget which results in last-minute registrations and higher onsite registrations. This is creating challenges for meeting planners to forecast attendance for educations sessions, food and beverage guarantees and hotel blocks.
Networking opportunities are top priorities for
convention attendees. Planners are having to incorporate more networking events and soft seating/pods for attendee interaction.
The turnaround planning time for site inspections
Attendees are expecting experiential wellness
can be short-term. Citywide site inspections tend to be large in scale with many staff and vendors in attendance.
opportunities to be built into the programming of the meeting. Meeting planners are incorporating options such as fun runs/walks, yoga, relaxation stations, wellness areas, etc. 50
VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
DMO Destination Service Impacts
Non-citywide, single-hotel meetings and non-bureau
VISIT DENVER will continue to update and promote
bookings continue to use DMOs for services, promotional materials and off-site venue assistance. These planners continue to request and rely on VISIT DENVER for site visits, venue referrals and marketing materials.
the Clean & Safe Resource Guide and provide resources for local COVID-testing locations, if needed. Meeting professionals are extremely concerned
about maintaining and increasing attendance. Planners continue to rely heavily on DMOs to assist in attracting local and regional attendees. They will continue to rely on convention bureaus to assist with destination marketing via marketing calls, attendee microsites, social media, mobile applications and videos.
The internet continues to provide multiple resources
(especially online travel agencies and short-term rental sites) for convention attendees to shop on their own for hotel accommodations, resulting in pick-up issues, attrition and smaller contracted blocks. An increasing number of planners are conducting their own room-block audits and continue to refuse to contract attrition in overflow contracts.
Convention groups are incorporating smartphone
applications and social media to market their meetings, enhance the meeting experience and reduce paper waste. VISIT DENVER contributes to the content of these applications, primarily in the form of business listings such as restaurants, shopping and attractions.
History is not a reliable, nor accurate, benchmark
Meeting professionals look to DMOs as a resource
for forecasting hotel pickup. Because of this, it is incumbent upon DMOs to monitor the group’s current pickup in order to provide intelligent information to the hotel community.
for accessibility (ADA) information and assisted language services.
Large citywide conventions are continually being
targeted by pirate housing scams and poaching. DMOs are referring planners to the APEX Poaching and Piracy toolkit for best practices.
DMOs will continue to evaluate whether staff are
required to attend pre-promotion trips for future meetings. Destination Services will be tasked with developing unique, interactive and virtual tools to promote Denver in lieu of sending staff.
Meeting planners continue to consider sustainability
a key consideration when planning their meetings. It is incumbent upon VISIT DENVER to serve as a primary resource for local green vendors, venues, volunteer/corporate social responsibility (CSR) opportunities and tools to assist in planning a green meeting.
DMOs are providing professional, high-quality
welcome programs, which include banners, window signs, digital billboards, hospitality training programs and convention education to merchants, hotels, restaurants, attractions, taxi companies and transportation network companies (TNCs).
Diversity, equity and inclusion will be a focus of
future meetings. Meeting professionals will look to their DSM to provide local businesses that can provide services that meet their diversity, equity and inclusion needs.
DMOs are discontinuing registration staffing and
housing services in favor of referring these services to third-party companies.
51 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES SITUATION ANALYSIS
Trade Media Trends
Specialized meeting trade magazines are still in
business and can offer another method of keeping information in front of meeting planners as well as potential opportunities to inspire destination features. Readership is limited, but there are a variety of these publications covering specific geographic areas and markets, such as Black Meetings & Tourism, Insurance & Financial Meetings Management and Colorado Meetings & Events.
A variety of developments, including record travel to Denver and the completion of a long-awaited CCC expansion, have helped to form an optimistic outlook toward the gradual return of meetings and conventions in The Mile High City. Unfortunately, the trade media sector that reports on the industry has not experienced the same hopeful prospect. Many trade outlets either limped out of the pandemic or didn’t survive at all, and nationwide, the industry outlook remains murky due to a number of notable trends.
Although not what they used to be, there are
continued opportunities for advertorials, featured content and “native advertising” for any destination that is buying convention trade advertising.
Across the country, convention trade magazines
continue to see shrinking staff and diminishing resources and many are relying primarily on freelance writers. Most trade publishers continue to reduce their publication schedule while increasing their online presence. And publications associated with industry organizations like Convene (PCMA), Associations Now (ASAE) and The Meeting Professional (MPI) continue to decrease print circulation to focus more on digital platforms while regionally focused outlets like Colorado Meetings & Events have continued to operate on a smaller scale.
Industry studies continue to reiterate that meeting
planners get as much destination information from news and consumer travel publications as they do from specialized meeting trade magazines. Local news stories in the coming year will feature
the completion of the CCC expansion, continued progress on DEN improvements/additions, the ongoing development of Denver’s hotel inventory and enhancements to the city’s destination appeal, such as breweries, unique cultural experiences like Meow Wolf, and Denver’s Michelin Star-rated culinary scene.
Industry outlets such as USAE, Successful Meetings,
Meetings & Conventions and Smart Meetings now convey a majority of industry news via publication websites and digital newsletters. While these websites have the ability to convey news much faster than a monthly magazine, driving traffic to them can be challenging. Due to this growing transition to online platforms, advertising values for trade channels continue to plummet and stories continue to get smaller with fragmented readership.
National news topics through 2024 likely will include
the continued recovery of the meetings industry; gas prices and inflation; airline industry challenges; potential impacts of a presidential election year; and a looming recession that may or may not come to fruition. In 2024, the team will continue to maximize trade media opportunities to position Denver among the top meeting and conventions cities in the country. This will include promoting VISIT DENVER as a progressive and trendsetting organization in an effort to be included in roundup and trend stories. The most successful way to achieve this is to continue efforts that forge and maintain working relationships with meeting trade writers through traditional means like press trips, deskside appointments and industry meetings. Other key tactics will include generating and distributing new, original content about Denver with destination news updates, photos, videos and press releases to convention trade websites and publications.
While trade magazines are producing fewer destina-
tion features and focusing more on industry developments (e.g. renovations, expansions, new projects), these topics still present opportunities for Denver placements highlighting new content and updates become available, such as new meeting venues and a newly improved CCC.
52 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES MARKET SEGMENTS
CONVENTION SALES Market Segments A. Market Segments
Of course, the last three years have been anomalistic as many large association planners were reluctant to book too far into the future as the outlook of the pandemic remained uncertain for so long. Most convention business was cancelled in 2020 and 2021 and rebooked into a future open year for the cancelled city. This had the effect of pushing many conventions next open year even farther into the future. This, coupled with the trepidation to book new meetings, resulted in a two-year gap of productivity that is now showing on most destination long-term pace and outlook for future convention business. Thankfully, beginning in the second half of 2022 and certainly thus far in 2023, meeting planners have been increasingly willing to book into future years much as they were before the pandemic. We have continued to see a return to normal business cycles for the meetings industry and expect this to continue.
The meetings industry typically considers three primary market segments when evaluating group business— Association, Corporate and Specialty or SMERF (Sports and Social, Military, Education, Religious and Fraternal). Denver’s largest meetings market segment continues to be association. While the association market supports industries of all types, the lucrative medical and hightech associations have been the most prolific and trending upwards for Denver. Denver’s central location, ample airport lift, affordability and outstanding convention and hotel package make it a favorite choice for national and international association meetings. However, as demonstrated in the competitive review, destinations across the country are constantly improving their destination and convention offerings to shift market share to their cities. Denver’s sales and marketing challenge is to protect existing market share while aggressively pursuing new, first-time conventions. Because national associations book their annual meetings so far in advance, Denver deploys a long-term strategy to layer in the right convention business for our city and develop loyalty and repeat business among our customers.
Denver’s market mix from 2017 to 2025 illustrates the growth in key lucrative business segments. (See chart below.)
DENVER MARKET SEGMENT ANALYSIS 2017-2020 MARKET SEGMENT Health & Medical Scientific, Engineering, Tech, Computer Trade, Commercial, Business Educational Athletic & Sports/Rec. Government, Public Admin. Hobby & Advocational Finance/Banking Cultural, Fine Arts, Libraries Religious
2021-2025 TOTAL ROOMS
%
494,522 309,912 274,533 195,134 175,260 133,317 82,348 54,544 53,351 50,484
21.1% 13.3% 11.7% 8.3% 7.5% 5.7% 3.5% 2.3% 2.3% 2.2%
MARKET SEGMENT Health & Medical Scientific, Engineering, Tech, Computer Educational Trade, Commercial, Business Athletic & Sports/Rec. Government, Public Admin. Finance/Banking Hobby & Advocational Religious Mtgs., Conv., Tourism Industry
53 VISIT DENVER 2024 Marketing Plan
TOTAL ROOMS
%
546,256 429,656 241,489 208,134 168,887 165,265 115,127 56,643 55,807 55,390
21.5% 16.9% 9.5% 8.2% 6.7% 6.5% 4.5% 2.2% 2.2% 2.2%
CONVENTION SALES MARKET SEGMENTS
B. Economic Sector Dominance
Destination Marketing Organizations (DMOs) and the hotel industry must be keenly aware that as economics shift from one sector to another so does the relative demand and value of association business that is mirroring the ascending and declining sector changes. An example is agribusiness, which represented 90 percent of all U.S. jobs in the 1700s and represents less than 2 percent today. VISIT DENVER looks at these indicators as commitments for rooms and meeting space are made in a long-term environment.
Business in the hospitality industry increases or decreases in direct relationship to successes and failures in other economic sectors. VISIT DENVER not only monitors the broad markets, such as association and corporate, but also follows the economic sector dominance, since business is generally booked years in advance of the meeting date. Future growth industries include renewable energy, biotech and life sciences, genetics, fusion and lasers, nanotechnology and exploration travel.
The challenge for the meetings industry is to ensure that products and services are prepared to effectively meet the economic drivers of the future. This includes facilities that offer the technology and service amenities needed for the next generation of meetings, as well as hotels and city environments that provide an exciting and multifaceted experience for the attendee.
Economic dominance is marked by the time at which the economic undertaking becomes the nation’s largest provider of employment. Soon thereafter, that sector begins to account for the biggest share of gross domestic product, but these changes in dominance do not mean that previous economic activities in other sectors will disappear. The chart below illustrates nine eras of economic sector dominance.
VISIT DENVER has identified those industries where Denver and Colorado are nationally recognized. Industries with future potential new markets include energy, healthcare and wellness, aerospace, creative arts and culture, IT software and green/environmental.
THE NINE ERAS OF ECONOMIC SECTOR DOMINANCE New Space Age Spacecraft, exploration, travel, resource gathering, astrophysics
Dominant before 3000
New Atomic Age Fusion, lasers, hydrogen and helium isotopes
Dominant 2250 - 2500
Mega-materials Quantum physics, nano-tech, high-pressure physics
Dominant 2100 - 2300
Life Sciences Bio-tech, genetics, cloning
Dominant by 2100
Leisure Hospitality, recreation, entertainment
Dominant commencing 2015
Information Knowledge, information, education-computers, communications, silicon Services Retail, professional, specialities, menial
Dominant since 19761 Declining since 1956
Industrial Textiles, steel, machinery, rail, motor cars, chemicals
Declining since late 1920s
Agriculture Crop production, animal husbandry
Declining since 1880s1
Percent employment and/or GDP dominance/decline in comparison with all other economic sectors.
1
54 VISIT DENVER 2024 Marketing Plan
Source: Beyond the Fourth Wave, World Future Society
CONVENTION SALES MARKET SEGMENTS
While the last three years of pandemic and recovery have presented unique challenges and opportunities for all industries, for the most part businesses and associations alike are returning to normal outlooks regarding their meetings and convention needs. According to MMGY’s Q4 2022 Portrait of Meeting & Convention Travel, one-third of planners are extremely optimistic about the outlook for the meeting, conference
and convention industry. According to the chart below, most planners believe that the industry is at or has exceeded pre-covid levels. This is a huge shift from just six months prior in which planners expected the industry to return to pre-covid level in the next six months. You can see that, on average, only about 1 percent of planners believe that the industry will never return to its pre-pandemic state.
PLANNERS EXPECT ALL SEGMENTS TO RETURN TO PRE-COVID LEVELS HAS EXCCEEDED PRE-COVID LEVELS
ALREADY AT PRE-COVID LEVELS
WITHIN THE NEXT 3 MONTHS
WITHIN THE NEXT 6 MONTHS
WITHIN THE NEXT YEAR
WITHIN THE NEXT 2 YEARS
MORE THAN 2 YEARS
NEVER
Association meetings and conventions
8%
26%
8%
13%
20%
17%
8%
1%
Trade shows or exhibitions
7%
30%
8%
11%
20%
17%
6%
1%
Business Conferences or Conventions
7%
31%
14%
10%
19%
15%
3%
1%
Corporate meetings and events
11%
36%
12%
11%
15%
9%
5%
1%
Conferences or Conventions for Leisure Interests (ex. boat show, Comic-Con)
7%
32%
13%
9%
19%
15%
5%
1%
Incentive programs
8%
28%
10%
13%
25%
9%
6%
1%
Seminar or workshops
6%
31%
11%
11%
22%
14%
2%
2%
SMERF meetings (social, military, education, religious, fraternal)
8%
29%
13%
11%
17%
19%
3%
1%
Question: Thinking specifically about your book of business, in what timeframe do you expect each of the following meeting segments will return to at least the same volume of meetings as they did pre-COVID?
55 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES MARKET SEGMENTS
C. Association Market
Deployment of sales resources to this market is a
vital part of VISIT DENVER’s strategy. VISIT DENVER has found it most effective to deploy based on size of meeting and geographic location of the association headquarters. This enables the sales team to stay connected to customers through local client events, regional industry organizations and trade shows.
Large national association conventions were slow to return to normal during the recovery from the pandemic due to their large number of attendees. However, the last 18 months have been characterized by a steady return to pre-pandemic booking patterns. Associations are highly motivated to have meetings, since many have it written in their bylaws that they must host an annual meeting. In addition to membership, continuing education fees and publications, many associations make a large percentage of their annual revenue from hosting conventions and meetings, often as much as 60-70 percent.
VISIT DENVER currently works with the Denver
Metro Chamber of Commerce and the Metro Denver Economic Development Corporation (MDEDC) to solicit conventions that align with the industry clusters that are predominant in metro Denver. Conventions bring thought leaders together from around the world, and these experts and creatives collide and cross-pollinate with locals. Seeds are often planted during conventions visits that can grow into great, long-term business opportunities for the city. VISIT DENVER promotes the local expertise/ leaders in priority sectors as a primary sales strategy to help convention planners find local speakers for their conference or convention.
Association meetings provide a great opportunity to educate their membership and are often used for continuing education and certifications. New developments, technology and investments for their members are often the result of a convention or meeting. According to the Evidenz study, Denver and its hospitality community have built the infrastructure this market demands, as well as developing the destination appeal necessary to attract the maximum number of attendees. Denver will continue to successfully market these attributes to associations.
The meeting planners that comprise the association market are increasingly optimistic regarding the vitality of their convention business. As you can see by the chart below from the Q4 2022 MMGY research, when planners were asked in what timeframe they anticipated association meeting business to rebound to pre-COVID levels, more and more of them believe that we are already there. You can clearly see planner sentiment on the rise throughout the course of this quarterly study.
Because the association market has always been the
main producer for Denver meetings, it will continue to be the largest focus of VISIT DENVER’s marketing efforts in 2024. The majority of associations are headquartered in Washington, D.C. (35,000 associations) and Chicago (17,000 associations); therefore, in-market sales offices representing VISIT DENVER are maintained in both cities.
MEETING & EVENT RECOVERY EXPECTATIONS: ASSOCIATION MEETINGS & CONVENTIONS 25%
Wave 1
26%
Wave 2
Wave 3
21% 21%
19% 16%
14%
14% 12%
7% 7% 8%
10%
Wave 4
24%
12%
22% 20%
18%
20% 17%
13% 9%
7% 8%
7%
7% 8%
1% HAS EXCEEDED PRE-COVID LEVELS
ALREADY AT PRE-COVID LEVELS
WITHIN THE NEXT THREE MONTHS
WITHIN THE NEXT SIX MONTHS
WITHIN THE NEXT YEAR
WITHIN THE NEXT TWO YEARS
MORE THAN TWO YEARS
Question: Thinking specifically about your book of business, in what timeframe do you expect each of the following meeting segments will return to at least the same volume of meetings as they did pre-COVID?
56 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES MARKET SEGMENTS
D. Corporate Market
business environment, such as high-tech, biotech, pharmaceutical and health science industries. Denver has also had great success with corporate financial groups.
The corporate market segment is characterized by shorter booking windows, higher budgets and more consistent attendance as meetings are typically mandated by the company hosting. Certainly, during the pandemic companies were not able to meet with regularity they were accustomed to—if they were able to meet at all. Industries such as high-tech leveraged virtual platforms and meeting solutions to postpone their return to in-person meetings. In fact, some of these companies continue to use online or hybrid solutions as their primary meeting platform. On the other hand, the medical and pharmaceutical industries were quick to return as soon as local health regulations allowed them to do so. Once the corporate segment returned, the industry experienced a surge of pent-up group demand that made 2023 the highest lead volume year on record through Q2. Much of this demand came from the corporate sector and was very short-term, small meetings that took place in a single hotel rather than at a convention center. The corporate market will continue to be a strong segment for Denver and a continued focus of the Convention Department.
Corporate meeting planners often prefer full-service,
lifestyle and luxury hotels. Denver has been among the leading cities in the nation for adding additional hotel inventory over the last several years. Many of these hotel rooms have been in the upper-upscale and luxury category thus positioning Denver well when competing for corporate business. Corporate meeting planners lean heavily on third
party intermediaries to source venues, contract hotels and sometimes execute the meetings themselves. VISIT DENVER continues to place priority with these top intermediary meeting planners engaging in partnership agreements, conducting education webinars and sales missions, and even hosting annual meetings and trade shows. In the last two years, Denver has hosted annual conventions for Hospitality Performance Network and HelmsBriscoe, both among the top five intermediaries in the world.
Corporate meetings are usually booked very short-
As illustrated by the chart below from the Q4 2022 MMGY research, corporate planners had a huge surge in optimism in the final wave of the quarterly study. This aligns with the enormous surge of group demand we saw from the corporate sector in Q1 2023. Indeed, corporate planners now have the most optimistic outlooks among planners and 11 percent believe that the meetings industry has already exceeded pre-pandemic levels.
term, close to the meeting date. This was always a characteristic of the segment but due to increased demand, planners are finding it harder to find availability in hotels. Therefore, planners are sourcing more destinations than they were before the pandemic, thus increasing further the surge in short-term group lead volume. Corporate meetings will continue to increase in key
industry segments where Denver has a growing
MEETING & EVENT RECOVERY EXPECTATIONS: CORPORATE MEETINGS & EVENTS Wave 1
36%
Wave 2
Wave 3
Wave 4
28% 24% 23%
24% 21% 18%
17%
7%
9%
11%
12%
11%
17%
17% 18%
15% 11%
15%
13% 10%
8%
9% 4% 3%
3% HAS EXCEEDED PRE-COVID LEVELS
ALREADY AT PRE-COVID LEVELS
WITHIN THE NEXT THREE MONTHS
WITHIN THE NEXT SIX MONTHS
WITHIN THE NEXT YEAR
WITHIN THE NEXT TWO YEARS
1%
5%
MORE THAN TWO YEARS
Question: Thinking specifically about your book of business, in what timeframe do you expect each of the following meeting segments will return to at least the same volume of meetings as they did pre-COVID?
57 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES MARKET SEGMENTS
E. Sports & Social, Military, Education, Religious, Fraternal (SMERF) & Government Markets
leisure demand alike. Denver’s winter months, specifically November through March are considered a shoulder season, and this is where we try to drive SMERF business most effectively.
SMERF groups can be very rate-conscious and may have additional unique meeting needs and requirements. Prior to COVID and due to the robust economic market, this market was even more flexible with dates and demonstrated a willingness to meet over holidays and slower timeframes of the year for the hotel industry, which is good for Denver. However, many of these groups continue to focus on second- and third-tier cities, as those destinations are sometimes better able to accommodate the rates and dates. Historically, Denver’s growing hotel occupancy and higher average room rates made it difficult for the city to compete for many of these large, rate-sensitive meetings, particularly in the summer months, when Denver occupancies are stronger.
As SMERF meetings sometimes have unique
requirements and budgets, the relationship between the meeting planner and DMO is paramount so that we can learn the intricacies of each group. For this reason, VIST DENVER deploys specifically to the Specialty Market and has one sales manager that handles all meetings in this segment, big or small. The current Government per diem rates have
SMERF meetings have tight budgets that force them
remained relatively stable in the last three years. For the third year, there is a tiered structure, with November and December at $153, January through March at $162 and April through October at $199. These tiered rates reflect the seasonality of Denver’s business demand. The FY 2024 rates will be announced in October.
to pursue destinations during “shoulder seasons” with less demand or holidays. When sourced properly, this business can be very attractive for hotels and convention centers and enable them to drive occupancy during periods that last business and
According to the chart below from the Q4 2022 MMGY research, SMERF planners became increasingly optimistic throughout 2022 just as their association and corporate counterparts did.
MEETING & EVENT RECOVERY EXPECTATIONS: SMERF MEETINGS (social, military, education, religious, fraternal) 29%
Wave 1
Wave 2
Wave 3
Wave 4
28%
25% 23% 18%
19%
18% 18% 13%
6%
7%
17% 13% 13%
19%
12% 8% 7%
8%
7%
HAS EXCEEDED PRE-COVID LEVELS
17% 13%
11%
11%
9%
20%
4%
ALREADY AT PRE-COVID LEVELS
WITHIN THE NEXT THREE MONTHS
WITHIN THE NEXT SIX MONTHS
WITHIN THE NEXT YEAR
WITHIN THE NEXT TWO YEARS
3% MORE THAN TWO YEARS
Question: Thinking specifically about your book of business, in what timeframe do you expect each of the following meeting segments will return to at least the same volume of meetings as they did pre-COVID?
58 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES MARKET SEGMENTS
F. Multicultural Market
VISIT DENVER has historically had one dedicated
sales manager who provides sales and marketing support to target these market segments. Recently, VISIT DENVER redeployed another sales manager who works specifically with African American groups to help increase the amount of business opportunities in that market. New business opportunities in the Hispanic/Latino and Black meetings markets will be targeted through traditional advertising and direct sales efforts. In addition, the Marketing Department implements ongoing marketing to target Hispanic/Latino leisure travelers, which also helps meeting attendees with their experience in Denver.
The multicultural market throughout the United States has grown considerably over the past five years. However, solid relationships and strong support, from local chapters of national and international groups and often also from elected and appointed government officials, are essential to successful bookings. VISIT DENVER maintains an advertising effort for this market that is appropriate to its size. 2020 brought civil unrest throughout the U.S., and the focus on diversity, equity and inclusion (DEI) initiatives moved to the forefront, with many cities pledging to increase their support using several different metrics to measure progress.
G. International Market The international market has been hit especially hard by COVID. Signs of an international decline due to COVID were evident in late 2019 and became even more pronounced in early 2020 and into 2021, as international borders, including the U.S., closed; the U.S. border remained closed to international travelers until the November 8, 2021, re-opening. Since that time there has been a steady return of international groups that are sourcing the U.S. and Denver specially for their upcoming meetings. Denver has a sales effort focused on meeting organizers that are headquartered outside the U.S., but that segment of Denver’s meetings market is small. VISIT DENVER recognizes the growth in international visitors mostly as attendance-building opportunities for the domestic association market.
VISIT DENVER has a Board committee dedicated to
DEI. The committee continues to provide input on DEI efforts that include internal processes and policies, community affiliations and educational opportunities, social impact/workforce development and marketing vehicles and programs. This enhanced focus also increases Denver’s ability to create a stronger network of resources to help bring more multicultural meetings to Denver. For more than a decade, VISIT DENVER has maintained a consistent commitment to attracting multicultural meetings, primarily in the Hispanic/Latino and Black markets. These marketing efforts have also made strides in the Asian and Indigenous markets, but they have a shorter history as definable market segments in the meetings industry.
Many of the U.S.-based association meetings have seen flattening growth from their U.S. membership. Therefore, international attendance promotion and growth continues to be a focus for meeting planners. The good news is that, for most associations, the international market did not represent a large percentage of overall attendance, even though it is one of their few growth areas.
In 2023, Denver has several multi-cultural conven-
tions coming to Denver: three African American groups totaling more than 800 attendees, one Hispanic group that brings in nearly 2,000 attendees, and the National LGBT Chamber of Commerce, which brings 1,500 attendees to The Mile High City. In 2024, VISIT DENVER will continue to target multi-
cultural markets with continued involvement in the National Coalition of Black Meeting Planners, the U.S. Hispanic Chamber of Commerce and the Network of Latino Meeting Professionals in Washington, D.C.
As the largest city in a 600-mile radius, Denver relies heavily on Denver International Airport (DEN) to provide access for attendees coming to Denver. DEN has done a great job adding several international nonstop flights over the last decade, which has become a significant selling point to convention organizers. The strong presence of United Airlines and the Star Alliance network’s connectivity have been key to Denver’s success in attracting conventions and meetings. However, once COVID hit, this landscape changed drastically, and DEN did not have any international flights for 75 days. The markets that resurfaced first were Mexico 59
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CONVENTION SALES MARKET SEGMENTS
and Canada, with flights starting to return in July and August 2020. All other markets have resumed flights since then, and efforts are underway to bring more international flights into DEN. VISIT DENVER has had great success over the last decade in working with DEN, Colorado Tourism Office (CTO), Denver’s and Colorado’s Economic Development offices and the Denver Metro Chamber of Commerce in securing new international nonstop flights.
advertising, that medium has been dramatically scaled back. In its place, VISIT DENVER expects to continue to use new and emerging digital channels, while still maintaining a small, targeted use of print media, particularly for the Colorado Convention Center Expansion campaign. And given planners’ interest in news directly from destinations, expanded sales and marketing communications about new developments in the city are almost certain to be welcome from VISIT DENVER clients.
H. Sports Market The Denver Sports Commission (Denver Sports), under the direction of its executive director, is the clearinghouse and go-to resource for all sporting event organizers interested in Denver as a future location. Denver Sports proactively identifies, pursues, and attracts new sporting opportunities and helps Denver compete regionally, nationally and internationally to host amateur and professional athletic competitions and events. An advisory board comprised of local business and community leaders assists Denver Sports in fulfilling its mission. (For more information, please see the Denver Sports section of the Marketing Plan located in Convention Sales.)
Paid Media Channels
I. Convention Industry Media
Press releases to trade outlets
Busy meeting professionals continue to widen the list of media they consume for their industry news with a focus on digital channels, as well as with leisure channels in addition to existing trade channels. As with most areas of media and advertising, there is less reliance on traditional printed media which, for our industry, means trade magazines to educate themselves about potential meeting destinations. This trend was exacerbated during COVID when professionals were working from home with their trade publications still being delivered to the office. In addition, the world just shifted more into a paperless digital world while safety concerns forced more people to work remotely. While many are now working back in the office, the habits formed during the pandemic persist and consequently several industry trade publications have ceased operations or reduced frequency, circulation or both.
Deskside meetings with trade outlet reporters
Top-performing e-newsletters from key outlets such
as PCMA and ASAE Digital display advertising Video advertising Social media advertising, particularly on LinkedIn Print and digital advertising in trade publications
and their companion websites Guerrilla tactics at tradeshows
Earned Media Channels
Reactive efforts for journalists on assignment
Owned Media Channels Social media tactics on LinkedIn, Twitter and
Facebook Videos exclusive to the convention market Quarterly destination updates via VISIT DENVER’s
email platform to sales database Innovative CRM program
VISIT DENVER currently runs two campaigns to the meeting planner audience: “Business As Unusual” highlights broad sections of the city’s overall meeting appeal: innovative venues, new and renovated hotels, Denver International Airport, Denver’s culinary scene and more. This campaign is targeted to meetings of all sizes and planners in all markets.
This also means that planners are relying more and more on their in-market, DMO sales and service contacts to keep them up to speed on market updates, which creates a significant opportunity for organizations like VISIT DENVER.
A stand-alone campaign focusing on the Colorado
Convention Center expansion, highlighting key features of the project like the new Bluebird Ballroom, pre-function space and outdoor terrace. This campaign is targeted to citywide planners primarily in the association and corporate markets.
COVID has thus been a watershed moment for VISIT DENVER’s trade advertising efforts. Whereas before the pandemic, extensive use was made of print 60
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CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
CONVENTION SALES Competitive & Product Overview In the first half of 2023, the meetings industry has been characterized by a historic surge in group demand across most domestic destinations. While lead volume has increased nationwide, far surpassing 2019 levels, production has remained flat if not slightly down to pre-pandemic levels in most destinations. This is due to meeting planners continuing to struggle with availability throughout their most sourced destinations and therefore including more cities on their initial searches. With post-pandemic leisure travel continuing to surge from pent-up demand over the last three years, many hotels have lowered their group ceilings to make way for higher ADRs coming from transient bookings.
Therefore, a meeting that might have sourced one or two destinations prior to the pandemic is now sourcing more cities in hopes of finding availability. This has benefited Denver, which has been included in more RFPs in the first half of 2023 than ever before. Unlike nationwide trends, production has also increased beyond pre-pandemic levels as Denver continues to convert more opportunities than its competitive set. Nevertheless, some of the usual suspects on our competitor list as well as some new cities have also benefited from the historic group demand in the wake of the pandemic.
61 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
Salt Palace Convention Center, Salt Lake City
Las Vegas Convention Center
A. Lost Business
Orange County Convention Center, Orlando
destination appeal. Orlando and Las Vegas are also financially competitive especially when bidding in summer months, one of Denver’s peak demand seasons. For the last several years the Gaylord Rockies, part of the Marriott network, has been one of Denver’s largest competitors and takes advantage of Denver’s marketing and destination appeal. However, the Gaylord fell off the list of Top 10 Competitors in 2022, coming in at #13. The behemoth hotel and convention center remain a viable competitor for Denver as they continue to expand and improve their property and have an upcoming sister property opening in Chula Vista opening in 2025. This will increase the brand’s ability to attract large conventions with multi-year packages across soonto-be six Gaylord properties throughout the U.S. This hotel may also take business from the Gaylord Rockies and other Gaylord hotels making them more aggressive for business.
Lost business is based on how much convention business, measured in room nights, is lost to other cities. While Denver’s conversion of new opportunities has increased since the pandemic, a high importance is still placed on evaluating the destinations most sourced and selected over Denver. In 2022, Denver lost more business to Salt Lake City,
Las Vegas and Orlando than any other destinations. While Vegas and Orlando are consistently in the top 5 lost-to cities, Salt Lake City was anomalistic as the Outdoor Retailer Trade Show decided to move back to Utah after spending the last five years in Denver for their two annual shows. Kansas City also made a rare appearance on Denver’s top 10 competitors because of being selected as a host city for the 2026 World Cup. Orlando and Las Vegas have great convention products with mega-sized hotels and
LOST BUSINESS ANALYSIS: PERCENT OF TOP CITIES ROOM NIGHTS LOST IN 2022 (measured by room nights) Salt Lake City 18.2% Las Vegas
7.4%
Orlando
6.9%
San Diego
5.9%
Dallas
4.9%
New Orleans
4.7%
San Antonio
4.1%
Los Angeles
4.0%
Kansas City
4.0%
Atlanta
4.0%
Phoenix
3.7%
Chicago
3.5%
Gaylord Rockies
2.8%
Nashville
2.7% 0
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
17%
18%
19%
20%
Note: 23 percent was lost to 29 other cities. Source: VISIT DENVER
62 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
Lost Convention Room Nights Analysis
destination where a group has strong membership or employee presence. The third top reason is lack of desired hotel availability. This can either be a result of not being able to align hotel availability with CCC availability or hotels not being available for in-house opportunities. Year-to-date in 2023, CCC availability once again leads the reasons for lost business. Corporate convention planners often source destinations for near-future dates in which we already have confirmed business. While large associations typically source further into the future, often they lack date flexibility which results in many groups wanting the same dates over peak demand months.
As in the year prior, Denver lost the greatest amount
of business in 2022 due to lack of availability at the Colorado Convention Center (CCC). As the CCC expansion is well under way that will double our ballroom space for 2024 and beyond, there is a greater opportunity to convert more of those bookings that are lost due to availability. Following CCC availability, Denver lost business due to Overall Package. This is comprised of groups that prefer different geographic regions for a variety of different reasons that may include that they haven’t rotated through a certain region in some time or is a
LOST BUSINESS SUMMARY: REASONS & ROOM NIGHTS LOST (in thousands)
2,000
1,800
1,805
1,600 1,441
1,400 1,292
1,200 1,147
1,000
800 611
600
400
585
585 478
434
441
319 267
200
263
254
184
178
0 Overall Package
Hotel Availability
2020
Center Availability
2022
2021
63 VISIT DENVER 2024 Marketing Plan
2023 YTD
Geographic/Demographic Source: VISIT DENVER
CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
B. Tier One Cities with Strong Destination Appeal
While the pandemic severely disrupted group
demand, the conventions industry has nearly fully recovered over the last 18 months. Competition among Tier 1 cities and negotiations with customers have returned to a highly competitive environment. However, conventions now grapple with a new concern in securing enough room blocks to satisfy the group’s housing needs. With post-pandemic transient leisure demand high, hotels have become reticent to offer the large room blocks necessary for convention business to take place.
Denver is well established as a first-tier city in both
product and perception. The world-class Denver International Airport continues to expand and evolve as one of the busiest airports in the world and is now the number one hub for both United and Southwest Airlines. Hotel inventory continues to expand as Denver has for years been one of the top 10 cities in the nation for adding hotel rooms to market as a percentage of existing supply. The Colorado Convention Center has already been a world-class facility and now adds 135,000 square feet of function space with unrivaled views of the Rocky Mountains. The 16th Street Mall project continues to progress and will revitalize the central artery downtown as a key attraction for the city. All these features for meeting planners are complemented by a destination appeal in which travelers perceive Denver to be an outdoor friendly, walkable downtown that values wellness, dining, sports and entertainment.
Positive awareness of Denver has increased over
time as the city hosts high-profile conventions and events. Aggressive marketing efforts to promote the city as a top-rated and capable destination have proven successful according to industry rankings. There is an ongoing need to educate planners about the city and its international appeal. Denver’s geographically remote location can be a
challenge in driving traffic for conventions. In the post-pandemic environment, the return of direct international flights is integral to attracting higher international attendance and will be important to maintaining our status as a global destination. Ultimately, Denver does not have the sheer number of academic institutions, technology companies or population density for drive traffic that boost some cities’ large attendance, especially for large, highprofile medical events.
Tier one cities usually have a large population base
and offer an abundance of destination activities and infrastructure. Some of these cities include Atlanta, Chicago, Los Angeles, Boston and Washington, D.C. among others. Many of these cities have been in the convention business for a century or more. The tier one label may also be given to cities that
do not have the population base but are committed to the meetings industry and have made major financial investments in the tourism industry. Cities that exemplify this are Orlando, Las Vegas and New Orleans.
Safety, social and cleanliness issues on the 16th
Street Mall and throughout downtown are an ongoing challenge around attracting and retaining meeting business; this is not a problem unique to Denver and has been exacerbated by pandemic complexities. While this was a focus of the former Mayor’s office and was a key focus of the new Mayor’s campaign, the Downtown Denver Partnership and VISIT DENVER’s customers indicate that significant improvements are imperative. As Denver works hard to handle these difficult issues, other top convention destinations share that same plight. San Francisco, once a top competitor, has fallen from our top lost-to cities in recent years presumably because of the struggles they face with crime, drugs and the impact of people experiencing homelessness.
Before the pandemic, the conventions and meetings
marketplace was fiercely competitive. With an increase in meeting facility inventory, meeting planners had greater opportunities to book traditional firsttier cities because of the incentives and deals destinations offered to be competitive. Many destinations provided financial incentives to sell their new space inventory. Others were poised, whether by state funds or budget, to offer financial incentives to potential conventions. Evident of a buyers’ market in the convention center arena, some associations requested—and received—complimentary center rental, causing competing cities to have to match or to exceed such offers to remain in serious consideration. Often, customers would not allow such incentives to be tied to any performance measures. 64
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CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
C. Tier Two Cities & Regional Competition
D. Competitor Updates
While Denver has solidified itself as a “Top 10”
As planners evaluate future host destinations, the primary factors that guide their decisions are overall costs, accessibility, venues, hotel inventory and destination appeal. As destinations add hotel inventory, build or improve upon their existing convention centers and experience change in airlift, the competitive landscape for Denver is constantly changing.
meeting destination, it still competes with a combination of both tier one and tier two destinations. The latter would be characterized by those destinations that lack population centers or massive tourism infrastructure but continue to compete due to expanding product or destination appeal. For example, Austin, Indianapolis and St. Louis have each climbed into our top lost-to cities in recent years. Indianapolis has 7,500 hotel rooms attached to the Indiana Convention Center as part of a network of enclosed skywalks, and they have broken ground on a $150-million center expansion and the addition of two new hotels totaling over 1,400 rooms. Austin will close their center in 2025 for a $1.3 billion rebuild. In St. Louis, the Americas Center is undergoing a $175-million project to add a 92,000-squarefoot exhibit hall, a 65,000-square-foot ballroom, 20,000 square feet of pre-function space and 26 new loading docks. These are all cities that will continue to be strong competitors as they grow and evolve as destinations.
According to CoStar, the number of hotel rooms in construction in the United States has decreased from a pre-pandemic peak of approximately 210,000 rooms to just over 150,000 rooms as of May 2023. At the same time, Denver has approximately 2,200 rooms in 18 properties under construction representing a 3.8 percent increase in inventory. While 2023 looks to be the first year since 2014 in which fewer than 1,000 rooms are expected to open, 2024 is projected to bring over 1,400 rooms into the market. Amidst this new inventory, several new brands are entering the Denver market with all classes of service represented. In general, the hotel openings are trending towards smaller lifestyle and boutique Upper Upscale and Upscale hotels. The highest concentration of inventory will be added in the Denver Airport/East submarket with the Denver Central Business District (CBD) following closely behind. With a 2023 year-end forecast of 70.3 percent occupancy, and a modest increase to 72.7 percent in 2024, Denver’s position as one of the top cities adding additional inventory year over year, continues to erode growth in demand. Some other cities that are experiencing a boom in new hotel construction also happen to be among our top competitor cities. Dallas, Austin and Nashville all rank within the top 10 cities increasing inventory and also are among Denver’s top competitors.
Tier one is a highly competitive arena because
planners seek cost-driven proposals. The more traditional second-tier cities can compete on price, offering discounted convention center rentals, low hotel rates, free shuttle and in some cases, financial incentives. In many cases, a planner can meet the overall convention needs in a second-tier city while saving money for the organization. Denver’s location, 340 miles from the exact center
of the continental United States, gives it the opportunity to be considered “West” or “Central” in a bidding process. For groups that rotate their convention into different regions of the country, this can be advantageous. However, a Western rotation places Denver in competition with cities boasting strong destination appeal, such as Las Vegas, San Diego, Seattle and Phoenix. A central rotation invariably includes Chicago, Dallas and New Orleans as contenders.
While improvements and expansions have continued at convention centers around the country, the interruption of business due to COVID has also interrupted planning and funding in some cases. The wave of expanded or renovated convention centers has slowed recently. While some projects, such as Las Vegas Convention Center’s expansion and new underground people mover, have opened in 2021, others are in jeopardy. COVID halted the funding for the Orange County Convention Center’s $600-million expansion in Orlando and the expansion project in St Louis has gone over-budget and is possibly being cut short. At the same time, cities such as Dallas and Austin have begun massive undertakings to rebuild their existing convention centers altogether. 65
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CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
Updates to Top 10 Competitors While Denver competes with many cities, there are some competitors that appear on our top 10 list year after year. Cities like Orlando, Las Vegas and San Diego are consistently among our top lost-to cities simply due to the infrastructure and facilities surrounding convention business in those destinations. Other cities like Nashville and Dallas seem to be considered along with Denver for similar rotational patterns or regional appeal. Salt Lake City entered the list due for the first time in years to the relocation of Outdoor Retailers Convention and Kansas City due to winning the World Cup Bid in 2026. The following represents a snapshot of the cities that Denver competed with most often in 2022.
CITY/ COUNTY TAX
SPECIAL DISTRICT TAX
TOTAL TAX
CONVENTION CENTER EXHIBIT SPACE (GSF)
CONVENTION CENTER MEETING SPACE (GSF)
N/A 58k 12k 2.9% 10.75% Hyatt Regency at the Colorado Convention Center: 1,100 rooms
2.1%
15.75%
584k
185k
2022
CITY COMPETITION RANK
DENVER Key/Headquarter Hotels Destination Updates
NO. OF ROOMS METRO WIDE
NO. OF ROOMS WITHIN 1 MILE OF CONV. CENTER
STATE TAX
Sheraton Denver Downtown: 1,238 rooms Convention Center expansion to include new 80k gsf ballroom, 35k gsf pre-function and 20k gsf outdoor terrace; completion by first quarter of 2024. Denver International Airport (DEN) is undergoing an expansion that includes 39 new gates.
1 21k 7,257 5.17% 8.15% 0% 13.32% 515k 160k SALT LAKE CITY Key/Headquarter Grand America Hotel: 775 rooms Hotel Destination In October, the Hyatt Regency Salt Lake City opened its doors with 800 guest rooms and 60,000 square feet of meeting Updates space. The property is the first hotel to be connected to the Salt Palace Convention Center.
LAS VEGAS
Key/Headquarter Hotels
2
156k
42,534
3.38%
10.01%
0%
13.38%
Las Vegas: 2.5M Mandalay Bay: 1M Sands: 1M
Las Vegas: 241K Mandalay Bay: 765k Sands: 106k
CityCenter (Aria, Vdara, Waldorf Astoria): 6,790 rooms Luxor: 4,407 rooms Mandalay Bay, Delano, Four Seasons: 4,426 rooms MGM Grand and Signature: 6,852 rooms Venetian and Palazzo complex: 7,117 rooms Wynn and Encore: 4,750 rooms
Destination Updates ORLANDO
Key/Headquarter Hotels
A three-year, $600 million renovation project will commence in April 2024 at the Las Vegas Convention Center. The construction follows a 1.4 million square foot expansion that opened in 2021. 10,700 3 118k (within ½ mile) Hilton Orlando: 1,417 rooms Hyatt Regency Orlando: 1,641 rooms Rosen Centre Hotel: 1,254 rooms
6%
6.5%
0%
12.5%
2.1M
490k
Rosen Plaza Hotel: 800 rooms Destination Updates SAN DIEGO Key/Headquarter Hotels Destination Updates
Orlando International Airport (OIA) continues to improve upon the $2.8 billion Terminal C that opened in September of 2022. The next phase of the project will cost approximately $750 million and will include additional gates, pedestrian bridges, rental car lobby and other improvements. Orange County officials continue to deliberate on plans to spend $600 million on a renovation and expansion plan for the Orange County Convention Center. 4 55k 20k Manchester Grand Hyatt: 1,628 rooms San Diego Marriott Marquis: 1,362 rooms
0%
10.5%
2%
12.5%
615k
204k
With the San Diego Convention Center expansion plans on hold due to legal hang ups and funding woes, hotel development continues to progress. Fairmont Hotels begins implementing their signed deal to bring a 1160 room hotel to the waterfront with over 120,00 sq ft of meeting space. Property is expected to open in 2027. 66 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES COMPETITIVE & PRODUCT OVERWIEW
Ernest N. Memorial Convention Center, New Orleans
CITY
DALLAS Key/Headquarter Hotel Destination Updates NEW ORLEANS Key/Headquarter Hotels Destination Updates
Los Angeles Convention Center
Henry B. Gonzalez Convention Center, San Antonio
2022 COMPETITION RANK
NO. OF ROOMS METRO WIDE
NO. OF ROOMS WITHIN 1 MILE OF CONV. CENTER
STATE TAX
CITY/ COUNTY TAX
SPECIAL DISTRICT TAX
TOTAL TAX
CONVENTION CENTER EXHIBIT SPACE (GSF)
CONVENTION CENTER MEETING SPACE (GSF)
5
75k
7,725
7%
10%
0%
17%
750k
130k
Omni Dallas: 1,100 rooms The city council of Dallas approved plans in February 2022 to build the new, 2.5-million-square-foot convention center next to the current Kay Bailey Hutchison Convention Center, which would be demolished. The project is expected to begin in 2024, with an opening date in 2028. 6 41k 7,791 4.45% Hilton New Orleans Riverside: 1,622 rooms Hyatt Regency New Orleans: 1,193 rooms
12%
1.75%
18.2%
1.1M
200k
The New Orleans Ernest N. Morial Convention Center is undergoing a $557-million, five-year capital improvement plan that includes facility upgrades, as well as modernizing internal meeting spaces. The above-mentioned master plan includes a 1,200-room Omni hotel with a sky bridge to the center. The new hotel will include 150,000 square feet of meeting space. The Superdome will undergo a $450M renovation ahead of hosting Super Bowl LIX in 2025.
SAN ANTONIO Key/Headquarter Hotels
Destination Updates
LOS ANGELES Key/Headquarter Hotel Destination Updates KANSAS CITY Key/Headquarter Hotels Destination Updates ATLANTA Key/Headquarter Hotels Destination Updates
7 48k 13,700 6% Grand Hyatt San Antonio: 1,003 rooms San Antonio Marriott Rivercenter: 1,001 rooms
10.75%
0.75%
17.5%
515k
121k
The new Civic Park at Hemisfair, just outside San Antonio's Henry B. Gonzalez Convention Center, will be unveiled at the end of 2023. The project will add a new lawn for events of several thousand people. Also in the works is a plan to build out the section of the convention facility near the park for better access to the new outdoor space, and to add a 15,000-squarefoot ballroom and 8 meeting rooms to the facility. A timeline for that construction has yet to be determined. The Texas Legislature also has passed a bill that would give hundreds of millions of dollars to an expansion of the convention center and renovations to the Alamodome. The details of this plan have yet to be determined. 8
104,615
4,092
0%
14%
1.5%
15.5%
147k
720k
JW Marriott at L.A. Live/The Ritz Carlton, Los Angeles: 1,001 rooms Los Angeles International Airport (LAX) is undergoing a $6 billion renovation. All phases of this project are slated for completion in 2028 in advance of the Summer Olympic Games scheduled for that same year. 9 36k 4,600 4.225% Kansas City Marriott Downtown: 983 rooms Loews Kansas City Hotel: 800 rooms
1.5%
12.675%
18.4%
380k
308k
Kansas City International Airport recently completed a $1.5 billion project that added a new terminal in March of 2023. The new terminal features glass jet-bridges, upscale dining options and solar-powered garages as well as sensory rooms and infant feeding room. 10 94,155 11,754 Atlanta Marriott Marquis: 1,663 rooms Hilton Atlanta: 1,249 rooms Hyatt Regency Atlanta: 1,260 rooms
4%
12.9%
0%
16.9%
1.5M
232,827
The 976-room hotel Signia by Hilton Hotel broke ground in May 2021 and is on-track to open in the first quarter of 2024. The $326 million new-build headquarter hotel will be directly connected to the Georgia World Congress Center.
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America’s Convention Center Complex, St. Louis
Boston Convention and Exhibition Center
Updates to other Competitors
Seattle Convention Center’s Summit
INDIANAPOLIS Convention Center Update In fall 2020, Indianapolis city council voted unanimously for a $150,000-million, 235,000 square foot expansion of the Indiana Convention Center. The expansion, which broke ground in July 2023, will include a 50,000 square-foot ballroom and will connect hotels to the center’s South Campus. Completion of the project is estimated to be in 2026. Hotel Update Hilton will build an 841-room Signia and another 600-room property adjacent to the South Campus expansion of the Indiana Convention Center. This project is also anticipated to be completed in 2026.
(Listed alphabetically) The following are notable updates on convention destinations with which Denver has recently competed, albeit somewhat less frequently than those in the table above. As convention business is largely cyclical, some of these cities could very well become top competitors for 2024.
•
AUSTIN Convention Center Update A redevelopment plan with a price tag of up to $1.6 billion includes a complete reconstruction of the convention center, expanding it from 376,000 square feet of rentable square feet to 709,000. The current project plans call for the convention center to close in 2025 and the remodeled building to be completed by 2029.
•
•
ST. LOUIS Convention Center Update America’s Convention Center Complex is undergoing a $175-million project to add 92,000 square feet of exhibit space, a 65,000-square-foot ballroom, 20,000-square-feet of pre-function space and 26 new loading docks. While the project was scheduled to be completed in 2024, recent complications have extended the project beyond its original budget. The city and county are currently determining whether the second phase will be delayed or indefinitely suspended. This second phase includes the 65,000-squarefoot ballroom and public plaza.
•
BOSTON Convention Center Update In 2019, the Massachusetts Convention Center Authority put together a plan for a $400-million expansion to the Boston Convention and Exhibition Center. The proposed project would add 100,000 square feet of exhibit space as well as over 100,000 square feet of meeting space. The project has been put on hold indefinitely due to the pandemic and has yet to be approved by voters.
•
• The plan to sell Hynes Convention Center to partially fund the potential expansion of the BCEC has also been put on hold as they continue to book future events.
SEATTLE Convention Center Update In January of 2023, Seattle completed a $2-billion addition to their Convention Center. The 14-story expansion (named Summit) features half a million square feet of event space, 250,000 square feet of exhibit space and an outdoor garden terrace.
•
CHICAGO Destination Update O’Hare International Airport has embarked on an $8.7 billion renovation. The goal is to make the airport the first “global alliance hub”—with domestic airlines and their international carrier partners all in the same terminal—by 2028. Despite COVID setbacks the project is on track.
•
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DENVER SPORTS COMMISION Marketing Plan In December 2012, the Board of Directors of the Metro Denver Sports Commission voted to become an affiliate of VISIT DENVER’s sports marketing efforts, effective January 2013. Denver Mayor Michael B. Hancock, an avid sports fan, helped lead the alignment. A Denver Sports Advisory Committee was formed immediately afterward and has been working diligently to fulfill the mission ever since.
ties that generate economic impact, engage the community and support Denver’s brand as an active, healthy city.
SITUATION ANALYSIS As 2022 showed signs of looking similar to pre-pandemic years, 2023 certainly illustrated that business is open in the sports recruiting world. After fully operating with a new focus on protection and safety protocols, events and groups are charging ahead with no limits on selecting host cities to stage their events. Denver Sports will continue to move ahead with evaluation of all levels of sports tourism.
As an official affiliate of VISIT DENVER, the Denver Sports Commission (frequently referred to as Denver Sports) operates as a clearinghouse and resource for all sporting event owners and organizers interested in Denver as a future location. The mission of the Denver Sports Commission is to proactively identify, pursue and attract new regional, national and international sporting events and sports-related business opportuni-
In the wake of hosting important events in 2022 like the Move United Junior Nationals and the US Women’s Soccer team, Denver was honored to host several events, to name a few, in 2023 that are keeping The Mile High City in the spotlight. 69
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2023 USA Curling National Championships
MARKET SEGMENTS Denver Sports regularly assesses opportunities to recruit or develop sporting events across five different segments and will continue to do so in 2024. The primary targets of relationship-building and recruitment are as follows:
The USA Curling National Championships host the best men’s and women’s teams from across the country to compete and advance to represent the U.S. at the Men’s and Women’s World Curling Championship. Winter sports fans got a chance to see this unique competition in Denver at the historic Denver Coliseum. These championships helped identify America's future stars in the sport of curling.
A. NCAA/Collegiate Conferences Based on extensive research conducted during former bid cycles, it has become clear that securing some large-scale NCAA events could have challenges and be cost-prohibitive. Budget requirements for most events come with a hefty fee that has to be weighed against the value of hosting these lucrative events. An important qualifying element is the impact of taking Denver’s high-capacity venues offline. Several NCAA events require a high volume of event-days on the calendar that will be a continuous issue for our venues to consider moving forward.
2023 USA Fencing Junior Olympic Championships As the national championship for the junior and cadet age groups, this event crowned 12 individual champions and six team champions in February at the Colorado Convention Center. USA Fencing continues to find a welcoming home in Denver as over 7,500 athletes, coaches, spectators and officials attended this annual competition.
With that said, the Men’s Basketball tournament each March has previously found an excellent home in Denver. Even though the 2021 Regionals were canceled due to the pandemic, the NCAA did award Denver the recent 2023 tournament round and future first and second round matches in 2025. These games will once again be staged at Ball Arena and are officially hosted by the Mountain West Conference. In addition, Empower Field at Mile High will host the Air Force Academy’s home football game against Army on Saturday, Nov. 4, 2023.
2023 NCAA Men’s Basketball – 1st & 2nd Rounds Once again, the NCAA brought sold out capacity basketball to Ball Arena in March. Featuring eight teams, including exciting matches with Gonzaga, Baylor and Creighton, fans were brought to their feet cheering on another successful spring of “March Madness.” A favorable matchup of games being featured on St. Patrick’s Day made it extra special.
2023 United States Golf Association (USGA) U.S. Amateur
The next bid cycle for future NCAA championships is currently underway; however, with a change in format. The bidding process will be adjusted from a four-year process to a two-year process, with hosts and sites being awarded for approximately 88 of the 90 NCAA championships for the 2026-27 and 2027-28 academic years. The Denver Sports Commission is expecting to receive hosting documents in the fall of 2023, as well as attending the “Host Symposium” at the NCAA National Office.
The oldest USGA championship came to Cherry Hills Country Club and Colorado Golf Club in August and featured over 300 of the nation’s best amateur golfers. The U.S. Amateur has enjoyed an illustrious history of great champions, including Phil Mickelson, Jack Nicklaus, Arnold Palmer and Tiger Woods.
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B. Amateur/Participatory
host these high-profile events. With the number of franchises in top-tier cities, these events can have somewhat limited availability and be cyclical in nature. Examples of these events include the NHL Stadium Series outdoor hockey game and the NFL Draft.
The recruitment and promotion of all amateur/participatory events solicited to Denver will fall under the purview of the VISIT DENVER sales and marketing teams. Denver Sports will lend support, such as committee representation and promotion, when necessary. With Denver offering several multipurpose facilities like Dick’s Sporting Goods Park, Ball Arena and DU’s Ritchie Center, there is substantial opportunity to solicit mass amateur participation in several different sports like soccer, lacrosse and rugby. The diverse scheduling of regional parks and sporting complexes can also play a role in more amateur sport bookings. For example, venues like Stenger Soccer Complex and the Apex Center have a bigger appetite now to schedule more business across their entire footprint.
Because of Denver’s inventory of large-capacity venues like Empower Field at Mile High and Dick’s Sporting Goods Park, another area of recruitment will be to secure attendance-heavy events involving the national teams in rugby and soccer. A great example of this is the semi-regular hosting of the Concacaf Gold Cup tournament and Nations League Finals at Empower Field at Mile High. Although crowds were limited in 2021, the Nations League Finals were at capacity and highlighted Denver’s love for international soccer. At the time of this report, Denver has submitted their official interest with Concacaf on bidding for future years, starting with matches in the summer of 2025, as well as USA Rugby national team matches in 2024 and 2025. Denver’s great showing of attendance at previous matches featuring Mexico have also placed us in favorable position for MexTour events on future summer calendars.
C. United States Olympic Committee (USOC), National Governing Bodies (NGBs) & International Organizations Denver Sports remains in close contact with USOC members. With most NGBs headquartered in Colorado Springs, the proximity of these groups running events in Denver can, and has become, an operational advantage for many of the different organizations in the USOC family.
The sports commission has also re-invigorated the exploratory committee charged with securing a future NFL Draft. With a typical busy April calendar, previous Drafts have eluded Denver. With new Broncos leadership alongside a new Denver mayor, a new evaluation is underway for a future bid.
NGBs were certainly affected by the pandemic with cancelled events and low membership revenue. However, these organizations have been able to approach full recovery with full event calendars in 2022 and 2023.
E. Owned & Operated Properties
In 2024, the sports commission will continue to work on projects involving some of the nation’s best events with members such as USA Hockey, USA Rugby and USA Taekwondo. The sports commission has been honored to work closely with USA Volleyball in 2023 to land the December boys qualifier, the Mountain Classic. With projected solid attendance and a history of welcoming junior volleyball in Denver, we hope to have this tournament for years to come. USA Volleyball has also committed to hosting their signature event, the Open Championships in 2025
With the success of booking convention and transient business over the years, finding available dates in Denver’s calendar to recruit sporting events can be challenging. This, along with the sometimes-high price tag being placed on high-profile events, leads to a need to strategically review opportunities to create owned and operated events that are beneficial for the community and certain niche markets. Members of the Commission’s Advisory Committee have been meeting to discuss the implementation of this concept under the supervision of Denver Sports.
D. Professional Sports/National Team Tournaments & Exhibitions
While the model of owning a new event can potentially pay dividends, this concept has been placed on the back burner because of the anticipated high cost of operating and staffing an unknown event. Securing proven events has been fruitful to date, but creating a new event will continue to be evaluated.
In addition to amateur/participatory events, Denver Sports has the opportunity to recruit events associated with Denver’s professional sports franchises. Since Denver has six high-profile professional teams in addition to first-class sports venues and top-tier onvention infrastructure, the city is well positioned to 71
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Denver has built five state-of-the-art facilities in the
OPPORTUNITY ANALYSIS
last 28 years, all of which have hosted major sporting events. Three of the major downtown facilities are currently evaluating major development projects to improve the fan and team experience.
Denver Sports has made it a priority to assess Denver’s position and opportunities in the marketplace when developing strategies and tactics for 2024 and beyond. As the business climate has returned to normal, the strategies for Denver will not drastically change.
Denver has 300 days of sunshine and a mild, dry
climate that is extremely favorable for year-round outdoor sports.
Strengths Denver has built a diverse resume of high-impact
Denver is a top-tier convention destination, with a
events. In the last 20 years, Denver has hosted all-star games for six professional sports leagues and staged several types of NCAA events. This brand recognition in the competitive world of event recruiting can boost future conversations with event operators.
proven track record of hosting fan events associated with all-star games and international sporting events. Key assets are a world-class airport with direct rail transportation, a state-of-the-art convention center and over 52,000 metro-area hotel rooms, including more than 12,500 downtown.
Denver has six professional sports teams, serving as
one of the highest numbers of any city in the nation. Two of Denver’s professional franchises claimed championships in 2023: The Denver Nuggets and Colorado Mammoth. Ending a 47-year wait for Denver, the Nuggets beat the Miami Heat in Game 5 of the NBA Finals to win their first-ever championship.
Denver has one of the healthiest, most active
populations in the U.S. and sets an example for NCAA and other youth-oriented sporting events. Elite endurance athletes are attracted to train in
Denver, given the cardiovascular benefits of training at altitude. England’s national rugby team is an excellent example of this, training in the altitude as a precursor to the U.K.’s hosting of the Rugby World Cup.
Denver and Colorado have colleges and universities
that are well known and respected in the collegiate sports arena. Denver Sports has an established partnership with the Mountain West Conference, which has been an outstanding partner for pursuing NCAA college basketball events. The University of Denver’s venues have proved to be excellent host sites. In addition, Metro State University is a seasoned host, evidenced by their successful hosting of several NCAA Division II Softball Championships and the 2016 NCAA Division II Spring Festival.
Being centrally located in the U.S. and the largest city
within a 600-mile radius, Denver is an ideal location to host nationwide sporting events that require geographic representation in this region of the country. Denver serves as the gateway to resorts in the
Rocky Mountains for people coming to Colorado from abroad.
Denver has a passionate sports fan base that have
set many attendance records for professional games and events as well as NCAA and international sporting events.
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Weaknesses
Opportunities
The plethora of sports options and sporting events in
eSports – eSports is an emerging player in the
Denver can present a saturation challenge, wherein there may be difficulties in gaining media exposure, sponsorships and ultimately, ROI for the event owner and the city.
sports landscape. Video gaming has been around in various forms for decades, but new levels of professionalism, viewership and commercialism are emerging. Today there are organized eSports at the youth, high school, college and professional levels. Some locations, such as Las Vegas and Arlington, Texas, have responded with permanent eSports arenas. The Denver Sports Commission has reviewed data that suggests the Denver area has higher than national average numbers in users and devices. In addition, Denver is seeing a growing community in training and participation with venues like the Localhost Arena in Lakewood. The Denver Sports Commission has developed an eSports committee and is exploring signature industry events. The current climate suggests that eSports are here to stay. However, there is some evidence that there has been a recent cooling of benefit to attracting visitors to an on-site gaming experience. Because of this, the eSports committee is still reviewing the best strategy to enter the market in a significant way.
Securing venue dates for sporting events recruited
to Denver can be difficult, given the number of professional teams with extensive annual schedules and the need to preserve postseason dates. In addition, the “need period” timeframes in the “off-peak” seasons for conventions and tourism are often at the times of the year when sports venues are in maximum use. Major corporate sponsors in the region are limited,
especially for one-time special events, and the majority of them are already aligned with existing sports teams and properties. Generating audiences for new events or one-time
events can be challenging, given the saturation of sports in Denver and the relatively small population base in the states surrounding Colorado. Therefore, it is important that Denver Sports strategically targets both local and regional audiences for future events.
International Inventory of Events – With the excep-
tional amenities of DEN, hotel accommodations and mass transit, Denver can be an attractive destination to global events rights holders. These attributes can be benefits to international competitors, too. Denver Sports will continue to explore this territory with international shows featuring federations of different sports, some of which can now be done virtually.
Different agendas for business models and financial
risk among the parties necessary to achieve a successful sports event bid submission make effective collaboration challenging, but imperative. The City and County of Denver has a very limited
number of playing fields/sports complexes available for the amateur sports market, and most of the activities are hosted in the metro area, including but not limited to Aurora, Westminster, Lakewood’s Gold Crown facilities and Commerce City’s Dick’s Sporting Goods Park. All entities are engaged in aggressive efforts to host events.
Rugby – Denver has made a strong case as a rugby
hotbed, due in large part to Glendale’s Infinity Park and a long history of hosting international events like the Churchill Cup, Serevi Sevens tournament and the RugbyTown 7s tournament that takes place every year at Infinity Park in Glendale. Denver has also been a frequent host of the Men’s National Team, the Eagles, and is actively bidding on matches in their international window. With the announcement of the Rugby World Cup (world’s third largest attended event) coming to the United States in 2031, 73
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Threats
the sport will be receiving a great deal of attention in the coming years., Denver Sports will continue to work with USA Rugby – whose headquarters are advantageously located in Glendale – to bring large international events to Denver.
Competition from other cities – Whether funded by
government money, privately owned firms or professional teams, the recent proliferation of multi-use venues and sport-specific training sites in other cities brings increased competition for sporting events. These venues offer event owners a multitude of options to consolidate their event footprint, especially when numerous fields, courts, etc. are required. Venues and training sites that provide additional on-site or adjacent amenities can be very attractive to event owners as they decide where to bring their future events. Denver’s foray into the international market, opening the city up to potential new events, will certainly bring new competing destinations into the mix as well.
Hockey – Following Denver’s recent claim as Hockey
Capital USA, the attention on the sport of hockey has not slowed down. Two of Denver’s primary ice floor venues (Ball Arena & Magness Arena) are actively part of discussions to bring high-profile hockey events to the city. Denver Sports will continue to work closely with the NHL (All-Star Game), NCAA (Frozen Four), and USA Hockey (National Team friendlies) on finding landing spots in their calendar. USOC and Associated NGBs – Over the years,
Denver Sports Commission has taken significant strides in furthering its relationship with the leadership of the USOC and its related NGBs. Given the city’s proximity to Colorado Springs – where the USOC is headquartered – it makes sense for Denver Sports to continue to foster these relationships and bid to host USOC events. Organizations of the USOC see it as an advantage to stage events within 75 miles of their headquarters. The USOC is always looking to diversify their host destination schedule for their athletes and premier events, and this proximity gives access to more than 20 organizations. Denver’s strong resume of hosting events associated with the Olympic family will continue to be an asset.
Event marketing funds in other destinations – Certain
cities, counties and states have created tax revenue streams or allocated significant funds to attract sporting events by “buying” the event, especially when large rights fees to host the event are in place. Although the occurrence of rights fees can be cyclical, Denver Sports will find itself in direct competition with markets that can deliver funding and offset operation costs. Denver Sports has certainly seen a propensity for international events to have a large financial commitment and/or risk attached but are now seeing more domestic events taking a similar approach. The incentive concept will continue to be an element that has to be considered for securing events. The emergence of Denver’s TID funding source has already played a successful role in landing several events. The ability to show strong returns on this funding will be important in maintaining this resource. Denver Sports has also engaged members of their advisory committee to uncover new funding concepts and anticipate having options to activate in the very near future.
National Western Center – The plans to redevelop
the National Western Complex facilities to house a new arena and exposition hall/field could enhance Denver’s ability to solicit and attract events that currently have not chosen the city because of limited venue availability. Denver Sports has participated in discussions for the appropriate use of the competition venue currently planned for the National Western Center. Denver Sports has uncovered many events that could benefit from a fixedseat facility with an adaptable competition floor, so these on-going conversations will be crucial to the success of future sporting events in Denver. 74
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Higher bid fees – Many second- and third-tier cities
adding members every year, while also retaining veteran members and establishing a foundation of community stakeholders.
view sporting events as an opportunity to gain exposure and brand their destinations. Thus, they are willing to “bid up” the price by increasing their investment in hosting these events. The result is that event owners are now using this demand to ask for higher bid fees and more concessions.
Ensure messaging, strategies and tactics of Denver
Sports are aligned with the mission, overall goals, infrastructure and resources of VISIT DENVER. Continue Denver Sports’ overall event recruitment
Perception of inclement weather – Organizers can
strategy and develop the criteria and tactics necessary to analyze and recruit sporting events.
be swayed by the misperception that The Mile High City experiences severe cold weather and snow during the entire winter. Denver Sports will continue to work with VISIT DENVER to carry on marketing efforts to combat this perception, which could pave the way for more events in the non-peak times of the calendar.
Refine a set of core capabilities for Denver Sports
that can be applied and used in support of events recruited to Denver by venues, promoters or grassroots sports organizations. Continue to aggressively recruit high-profile soccer
matches to Denver, since Denver has proven success with frequent matches at Empower Field at Mile High and Dick’s Sporting Goods Park. Concacaf, Major League Soccer and U.S. Soccer have become excellent partners in staging high-profile events in Denver.
Denver Sports has several key strategies & tactics that it will continue to focus on in 2024: Engage key sports and venue stakeholders in
Denver with the mission of Denver Sports and involve them in the process of assessing opportunities that exist to recruit sports events as potential business partners. The recent multiple-year process of bidding on FIFA World Cup was a productive exercise in collaboration and team building.
Conclusion Denver’s ability to attract meaningful events to the city continues to trend upward. And much like the previous mayoral administration, the sports commission anticipates a productive and valuable partnership moving forward. The Mile High City also looks forward to wrapping up a big year of sports in 2023 when Denver hosts the USA Volleyball Mountain Classic in December at the Colorado Convention Center.
Work with Advisory Committee to be the “voice”
of sports in Denver and establish this office as the “go-to” for any sports destination opportunities. Continue to build on the current work of the eSports committee and bring along key local partnerships to put plans into action. Denver Sports is consistently
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CONVENTION SALES Strategies & Tactics 2024 CONVENTION SALES & MARKETING STRATEGIES
The meetings industry was severely impacted by the COVID pandemic, beginning in March 2020. However, after a transition period in 2021 and a gradual recovery in 2022, the meetings sector has shown a rapid resurgence since the start of 2023. During the first half of 2023, the VISIT DENVER sales team achieved its highest lead volume ever, and demand remains robust, surpassing national trends. Presently, the business booked for 2024 is strong, with Oxford Economics and the U.S. Travel Association forecasting a full recovery of domestic business volume by 2025. The Destination Services team collaborates closely with groups to assess their overall requirements and monitors projected attendance, serving as another positive sign of recovery. In 2024, the team will be implementing the following strategies to further contribute to the revival of the meetings market.
1 Maintain an aggressive, direct sales effort targeted
at meeting planners to market Denver as a premier convention and meeting destination.
2 Promote the Colorado Convention Center’s (CCC)
expansion to attract new large business as well as to maximize co-location opportunities for smallto mid-size events.
3 Enhance site tours at the staff, hotel and industry level in order to increase sales conversion.
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4 Maintain and enhance the ongoing strategic
11 Work with the Denver Alliance to reduce duplication
Customer Relationship Management (CRM) program with meeting planners to capture new business, enhance the probability of repeat business and build relationships with third parties who influence customer decisions.
of effort, provide increased customer satisfaction and help grow revenues. Since there are a finite number of citywide conventions, the new frontier for the CCC is to act like a hotel to solicit business that may otherwise meet in a mega-hotel in other cities. This means packaging, streamlining services and billing in a one-stop-shop model and responding in a timely fashion to remain competitive and relevant.
5 Maintain integrated, branded marketing campaigns
using advertising, online promotions, digital media, social media, public relations and other tactics to enhance and grow Denver’s image as a premier, first-tier meeting destination and promote the CCC expansion.
12 Educate hotels to help them better understand
the importance and impact of citywide convention business and room block participation.
6 Target and solicit meeting business that convenes
in major “need periods,” which include off-season, holidays and years where future bookings are off pace. Continue to use a yield-management program that identifies and targets meeting business to fill unsold hotel rooms, thus increasing overall hotel occupancy and economic impact for the city.
13 Work with definite convention group meeting
planners to increase attendance while meeting in Denver and provide a service-focused experience that satisfies post-pandemic considerations such as safety and cleanliness.
14 Collaborate with the Denver Sports Commission
7 Enhance the Bureau’s destination services, leverage strong existing relationships and educate the hospitality community.
on high-profile sporting events that generate room nights during fill need periods for the hotel community.
8 Foster solid communication and positive relation-
15 Work in partnership with the Bureau’s “Go The
ships with the Mayor’s office and Denver City officials to enhance the Denver brand, increase convention business and improve visitor services throughout the community.
EXTRA Mile” online training program to improve the service level provided to meeting delegates.
16 Work with Tourism Improvement District Board of
Directors to use new funds to target and win new convention business and room-night-driven events through incentives and annual buyer education trips targeting in-house meeting planners who represent multiple meetings.
9 Align with Denver Economic Development Office (DEDO) and Metro Denver Chamber of Commerce efforts to solicit business segments where Denver and Colorado have an advantage, such as new energy, technology, sustainability, outdoor recreation and emerging markets such as multicultural and international.
17 Host key industry meetings that showcase Denver and all the new infrastructure changes that have happened in the past several years as well as current projects that are underway.
10 Educate and solicit assistance from local business leaders, higher education institutions and local/ state industry associations to generate contacts and new leads for convention and meeting business.
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2024 CONVENTION SALES & DESTINATION SERVICES: TACTICS
destinations and plan their meetings. Therefore, the Bureau will continue to employ search marketing tactics and enhance the information on VISITDENVER.com to streamline the process and capture incremental business.
Convention Sales & Destination Services Team Deployment
The Bureau’s integrated direct sales efforts are driven by a 17-member sales team and a nine-member destination services team. The sales team is divided into four geographic regions based on the heaviest concentrations of meeting planners (Washington, D.C.; Midwest and Chicago; Northeast and Southeast; and West) and then split by convention center and non-center business. The primary market is association meeting business; in addition, there are six vertical markets: Sports, SMERF (Social, Military, Education, Religious and Fraternal), Multicultural, African American, Executive Meetings Market and Corporate. VISIT DENVER also continues its proactive lead solicitation effort with two independent contractors. 2023 was the first full year of an additional Citywide Sales Manager who handles the Corporate Market for only the East Coast market; prior to this market adjustment one manager handled all U.S. Corporate citywide opportunities.
Proactive Sales Solicitation Effort The Bureau Extra Sales Team (B.E.S.T.) will continue to secure business leads for Denver. The contractors deployed in this sales effort focus on generating new business for the destination. The team will update hundreds of database accounts and generate leads annually.
State & Regional Convention Center Business The Bureau will serve as the primary contact for all state and regional associations, such as the Colorado Oil and Gas Association, to increase this business and better track its value. In the past, these groups have not always been included in economic impact calculations for the convention center. With the Bureau now handling these customers, they will be tracked similarly to national customers.
Corporate Business The Bureau will aggressively pursue short-term and long-term corporate meetings using direct sales tactics and an integrated advertising and marketing campaign.
Industry Meetings VISIT DENVER has been focused on hosting key industry meetings for many years. With the completion of the CCC expansion the focus will be on securing key industry events in 2024 and beyond to showcase this space.
Small Meetings Program The Bureau will enhance sales efforts to small- and mid-size group business seeking hotel meeting space. This will include biennial partner training webinars that focus on lead response efficiencies in our community.
Convention Industry Tradeshows & Industry Meetings Amidst the backdrop of the ongoing global dynamics influenced by the COVID pandemic, the landscape of the 2024 industry tradeshow and meeting schedule remains flexible and in line with the prevailing trend of shorter booking windows. As of fall 2023, numerous organizations are in the process of fine-tuning their event calendars and selecting venues for the upcoming year. This has contributed to a notable presence of “TBD” placeholders within the 2024 plan. The focus in 2024 centers on maintaining Denver’s presence in the industry and strategically aligning with events that offer appointment-based—therefore guaranteed— customer interactions.
Yield Management The Bureau will utilize in-depth level one and level two meeting reports to better yield space and hotel packages that utilize the CCC, focusing on need years, as well as filling short-term holes.
Interactive Sales Effort The Bureau will continue to use digital technologies and aggressive search marketing tactics to target small meetings, corporate retreats and social gatherings, all of which are growth areas. Meeting planners associated with these markets are using the web to research
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The projected shows for 2024 are:
NORTHSTAR MEETINGS GROUP Independent Planner Education Conference (IPEC) – Jan. 22-24, 2024; Greenville, SC Destination West – Location and date TBD TEAMS Conference & Expo – Sep. 23-26, 2024; Anaheim, CA Hosted by NorthStar Meetings Group’s prime brands, M&C and Successful Meetings, IPEC delivers targeted education and addresses the business needs of today’s independent meeting professionals. Destination West is a premier, destination-specific, hosted-buyer event for meetings and incentive professional sourcing programs in the West. It enables attendees to experience firsthand the most desirable destinations, hotels and activities for successful meetings, while making invaluable business connections. This unique event is hosted by Successful Meetings magazine and draws around 45 qualified clients. VISIT DENVER partners with NorthStar to sponsor an evening event and city tour when the event is hosted in Denver. TEAMS is one of the largest conferences for the sports-event industry, attracting more than 1,000 industry-related attendees. The Expo features pre-scheduled appointment sessions between sponsors, exhibitors and event organizers.
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PROFESSIONAL CONVENTION MANAGEMENT ASSOCIATION (PCMA) PCMA Convening Leaders – Jan. 7-10, 2024; San Diego, CA PCMA Visionary Awards – Apr. 11, 2024; Washington, D.C. PCMA EduCon – Jun. 23-26, 2024; Detroit, MI PCMA represents 7,000 meeting industry leaders throughout the world, including planners, tradeshow professionals, suppliers and more. Convening Leaders is PCMA’s largest annual event, offering hundreds of educational sessions and networking opportunities for more than 3,000 meeting professionals. PCMA’s EduCon offers more intimate educational sessions, professional development tracks and networking events. The Visionary Awards is an annual celebration of leaders in the hospitality industry.
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RELIGIOUS CONFERENCE MANAGEMENT ASSOCIATION (RCMA) Emerge Conference – Jan. 9-11, 2024; San Antonio, TX The Religious Conference Management Association is a professional, nonprofit, multifaith organization consisting of individuals who are responsible for planning and/or managing meetings, tutorials, conferences, conventions and assemblies for their religious organizations.
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AMC INSTITUTE Annual Meeting – Feb. 14-16, 2024; Las Vegas, NV AMC Institute meetings offer education and networking so that members can gain knowledge, share expertise and engage members in meaningful activities to help our members grow their businesses.
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CONNECT EVENTS Connect Midwest – Jan. 22-24, 2024; Location TBD Connect NYC – Feb. 21-23, 2024; New York, NY Connect Spring Marketplace – Apr. 2-4, 2024; Location TBD Connect Marketplace – Aug. 27-29, 2024; Milwaukee, WI Connect Faith/DC – Nov. 19-21, 2024; Washington, D.C. Connect Pacific Northwest – Location and date TBD Connect Southeast – Location and date TBD Connect Texas – Location and date TBD Connect West/Tech – Location and date TBD Connect’s regional and specialty, appointment-only, reverse-style trade shows offer business, networking, education and entertainment. These intimate shows target event professionals who plan conferences in either a niche market or region.
NEW YORK SOCIETY OF ASSOCIATION EXECUTIVES (NYSAE) Meet NY – Feb. TBD, 2024; New York, NY New York Society of Association Executives' mission is to lead in advancing and serving the profession of association and not-for-profit management. NYSAE is the "association of associations" that are headquartered in the Tri-State region of New York, New Jersey and Connecticut. NYSAE's members are full-time, paid chief executives and middle managers of trade associations, professional societies, voluntary organizations, other not-for-profit organizations and supplier firms.
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MEETINGS INDUSTRY COUNCIL (MIC) Educational Conference and Trade Show – Mar. 26-27, 2024; Denver, CO MIC is made up of local chapters of national industry membership organizations that come together annually for a joint educational conference and tradeshow. VISIT DENVER is a founding member of this organization. The meeting has grown over the years and is now attended by local, regional and national planners.
DESTINATIONS INTERNATIONAL (DI) Destinations Showcase – Apr. 9, 2024; National Harbor, MD Sales and Services Summit – Apr. 10, 2024; National Harbor, MD Annual Convention – Jul. 16-18, 2024; Tampa, FL Destinations Showcase is a one-day tradeshow that offers exclusive access to hundreds of pre-qualified meeting planners. DI’s Sales and Services Summit will bring together Destination Management Operators and Sales and Services professionals to share and discuss best practices. DI’s Annual Convention is exclusive to convention bureaus and related allied sponsors, providing valuable educational opportunities.
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SOCCEREX Soccerex USA – Location and date TBD Soccerex USA delivers the latest in soccer industry insight through a conference program, featuring senior decision makers from clubs, leagues and federations alongside experts from the world of commerce, performance, technology and management. The organizers gather an advisory board of leading industry thinkers and influencers across a variety of sectors to ensure that the event delivers the cutting-edge content and expert speakers the market deserves. Participants include the Confederation of North, Central American and Caribbean Association Football (CONCACAF), Major League Soccer (MLS), the Mexican Football Federation (FMF) and the United States Soccer Federation (USSF).
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SPORTS EVENTS & TOURISM ASSOCIATION (SPORTS ETA) Sports ETA Symposium – Apr. 22-25, 2024; Portland, OR The Sports ETA Symposium is the annual meeting of the Sports ETA. Throughout the week, sports destinations meet with hundreds of decision-makers responsible for organizing sports events.
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MARITZ GLOBAL EVENTS Elevate – Apr. 29-May 2, 2024; Vancouver, BC Activate – Aug. 26-28, 2024; Washington, D.C. Maritz Global Events is the rebranding of Maritz and Experient. Both entities once held their independent associate, client and partner events, but moving forward they will streamline their events. Activate is specially designed to provide education, advance the events industry and create connections between the supplier partner audience and key Maritz Global Events decision-makers. Elevate is an annual conference for clients, partners, speakers, vendors showcasing event design tools & techniques, and networking opportunities.
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CVENT Cvent CONNECT – Location and date TBD Cvent’s CONNECT brings more than 4,500 hospitality professionals and meeting planners together for educational sessions, networking opportunities and an exchange expo.
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GLOBAL ASSOCIATION OF INTERNATIONAL SPORTS FEDERATIONS (GAISF) SportAccord – Apr. 7-11, 2024; Birmingham, UK SportAccord World Sport & Business Summit brings together more than 100 international sports federations and other organizations involved in the business of sport. The event is hosted over a week, combining an exhibition area, a themed conference program and a multitude of networking events.
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SOCIETY OF GOVERNMENT MEETING PROFESSIONALS (SGMP) National Education Conference & Expo – May 7-9, 2024; Omaha, NE Rocky Mountain Fall Education Conference – Location and date TBD SGMP’s National Education Conference & Expo brings together government meeting planners to assist with planning and execution of government meetings through education, training and industry relationships. The Rocky Mountain Fall Education Conference convenes government planners from within Colorado for networking and educational opportunities.
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HELMSBRISCOE Annual Business Conference – May 14-17, 2024; Las Vegas, NV HelmsBriscoe is a third-party planning company that provides site-selection services and full-service meeting planning to more than 8,000 clients worldwide. The Annual Business Conference offers educational sessions, networking and relationship building with HelmsBriscoe Associate attendees. VIST DENVER will host HelmsBriscoe’s Annual Business Conference which will include more than 700 associates in attendance.
CORPORATE EVENT MARKETING ASSOCIATION (CEMA) Summit – Location and date TBD The CEMA Summit is a two and a half-day conference focused on driving event marketing success. Attendees gain knowledge, insight and tools to thrive in a rapidly evolving event marketing industry.
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COUNCIL OF ENGINEERING AND SCIENTIFIC SOCIETY EXECUTIVES (CESSE) ACCESSE – Jul. 23-25, 2024; Toronto, ON ACCESSE, CESSE’s Annual Meeting, provides attendees the opportunity to interact with meeting executives and leadership from engineering and scientific societies through educational sessions and networking events.
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COLORADO SOCIETY OF ASSOCIATION EXECUTIVES (CSAE) Annual Conference – Location and date TBD CSAE is an association for people involved in the management of trade and professional organizations based in Colorado. The annual conference includes educational sessions and networking opportunities with association leaders from across the state.
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SMITH TRAVEL RESEARCH Hotel Data Conference – Location and date TBD STR’s Hotel Data Conference offers an opportunity for attendees to learn how hotel data and research can be used to grow industry business.
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CONFERENCEDIRECT Annual Partner Meeting – May 19-23, 2024; Arlington, TX CD+ Forum – Location and date TBD Diversity 2024 – Location and date TBD The Annual Partner Meeting allows suppliers to meet one-on-one with some of ConferenceDirect’s 200+ sales associates in attendance. ConferenceDirect represents more than 10,000 meetings per year, generating more than $700 million in room revenue per year.
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AMERICAN SOCIETY OF ASSOCIATION EXECUTIVES (ASAE) Annual Meeting & Exposition – Aug. 10-14, 2024; Cleveland, OH The Annual Meeting & Exposition is the largest association industry tradeshow attended by more than 5,000 association executives and meeting planners.
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HOSPITALITY PERFORMANCE NETWORK GLOBAL (HPN GLOBAL) Partner Conference – Sep. 16-19; Houston, TX HPN Global is a third-party planning firm, and the Annual Partners Conference brings together associates and suppliers for a three-day program of networking, education and relationship building. In 2022, Denver and the Hyatt Regency Denver at Colorado Convention Center will be hosting and showcasing the destination.
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CD+ Forum is an exclusive event for their top Corporate Meeting Planners, associates and partners to participate in networking and educational sessions. D24 brings together like-minded meeting industry professionals, CD Associates and partners for an educational conference focused on Diversity, Equality and Inclusion, and other ESG pillars.
IMEX IMEX America – Oct. 8-10, 2024; Las Vegas, NV IMEX America is a worldwide exhibition for meetings, events and incentive travel professionals. This exhibition attracts more than 13,000 participants representing more than 150 countries, including many major cities in the U.S.
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MEETING PROFESSIONALS INTERNATIONAL (MPI) International World Education Conference – May 20-22, 2024; Louisville, KY MPI membership is predominantly composed of corporate meeting planners. MPI’s World Education Conference consists of educational sessions, networking opportunities and one-on-one marketplace opportunities.
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NATIONAL COALITION OF BLACK MEETING PLANNERS (NCBMP) Annual Conference – Location and date TBD The National Coalition of Black Meeting Professionals is a non-profit organization dedicated primarily to the training needs of African American meeting planners. The organization is committed to the improvement of the meetings, conferences, exhibitions and conventions they manage. Members of NCBMP include meeting planners from numerous business, civil rights, church and fraternal organizations. Since its founding, NCBMP has made a significant impact in the hospitality community by identifying the sizable purchasing power and impact of the African American convention market.
DESTINATION COLORADO Colorado Meetings Showcase – Dec. TBD 2024; Denver, CO Formerly known as the Front Range Tradeshow, the Colorado Meetings Showcase draws hundreds of meeting planners from Colorado and the surrounding areas for educational sessions and networking events.
FINANCIAL & INSURANCE CONFERENCE PROFESSIONALS (FICP) Annual Conference – Nov. 10-13, 2024; Denver, CO FICP provides access to education, experience and resources targeting the needs of financial services and insurance meeting professionals from across North America. FICP offers first-rate conferences, symposia, virtual networking and educational opportunities. FICP boasts a community of 1,500 meeting and event professionals and hospitality partners and maintains a unique, balanced planner-to-hospitality partner ratio at all events.
INTERNATIONAL ASSOCIATION OF EXHIBITIONS & EVENTS (IAEE) Expo! Expo! – Dec. TBD 2024; Dallas, TX IAEE represents more than 12,000 individuals across 50 countries who conduct and support exhibitions around the world. The annual meeting and exposition provides networking events, educational sessions and relationship-building opportunities.
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ASSOCIATION FORUM Holiday Showcase – Dec. TBD 2024; Chicago, IL Showcase brings together leaders and meeting professionals throughout the Chicago area for invaluable networking opportunities, educational sessions and an exhibit hall component.
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DESTINATION REPS Destination Celebration – Location and date TBD Destination Celebration – Location and date TBD Destination Celebration is a one-day regional tradeshow organized by satellite Destination Reps out of Chicago. The events offer time with customers in key Midwest markets.
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AMERICAN EXPRESS GLOBAL BUSINESS TRAVEL INTER[action] INTER[action] – Location and date TBD INTER[action] focuses on short-term, in-house corporate business and is a great opportunity for suppliers to connect with more than 550 of American Express’ meeting planners.
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KELLEN COMPANY Global Summit – Location and date TBD Kellen Company is a third-party association management company that represents 125 trade associations and professional societies. The Global Summit is an educational conference to enable CVBs and hotels to better work with the company.
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Convention Industry Tradeshows & Industry Meetings 2024 Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60
DATES
SHOW
LOCATION
January 7-10 January 9-11 January 22-24 January 22-24 January TBD February 14-16 February 20-21 February 21-23 March 26-27 April 2-4 April 7-10 April 7-11 April 9 April 10 April 11 April 22-25 May 7-9 May 14-17 May 19-23 May 20-22 May TBD June 10-12 June 17-19 June 23-26 July 16-18 July 23-25 August 10-14 August 27-29 Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD Summer TBD September 16-19 September 23-26 September TBD September TBD Fall TBD Fall TBD Fall TBD Fall TBD Fall TBD Fall TBD Fall TBD Fall TBD October 7-10 November 10-13 November 19-21 November TBD December TBD December TBD TBD TBD 2024
PCMA Convening Leaders
San Diego, CA San Antonio, TX Greenville, SC TBD TBD Las Vegas, NV San Jose, CA New York City, NY Denver, CO TBD Milwaukee, WI Birmingham (UK) TBD TBD Washington, D.C. Portland, OR Omaha, NE Las Vegas, NV Arlington, TX Louisville, KY Denver, CO Atlantic City, NJ Denver, CO Detroit, MI Tampa, FL Toronto, Ontario Cleveland, OH TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD Houston, TX Anaheim, CA TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD Las Vegas, NV Denver, CO Washington, D.C. TBD Denver, CO Chicago, IL TBD TBD
RCMA Emerge IPEC Connect Midwest NYSAE Meet New York AMC Institute Annual Meeting Sports ETA Chief Executive Summit Connect New York/Financial MIC Educational Conference and Trade Show Connect Spring Marketplace Simpleview Summit GAISF Sportaccord World Sport and Business Summit DI Destinations Showcase DI Sales and Services Summit PCMA Visionary Awards Sports ETA Symposium SGMP National Education Conference & Expo HelmsBriscoe Annual Business Conference ConferenceDirect Annual Partner Meeting MPI WEC Destination West Lamont Association Xchange Summit GlobalMindED PCMA EduCon 2024 DI Annual Convention ACCESSE Leadership Conference ASAE Annual Meeting & Exposition Connect Marketplace Maritz Activate Maritz Elevate CEMA Conference Direct - Diversity CSAE Annual Conference Cvent CONNECT Destination Celebration Destination Colorado Meetings 2024 Road Show Esports Travel Summit Hotel Data Conference IEEE Convene SmartMeetings HPN24 TEAMS Conference & Expo Dine with Destinations KCSAE Annual Celebration CD+ Forum Conference Direct CDX 2024 Connect Texas IAEE Expo! Expo! Annual Meeting & Exhibition MEET Denver NCBMP Annual Conference SGMP Rocky Mountain Fall Education Conference Soccerex USA IMEX America FICP Annual Conference Connect DC/Medical/Faith AmEx INTER[action] Destination Colorado Meetings Showcase Holiday Showcase Connect West/Tech Kellen Managers Summit
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Sales Missions & “In-Market” Client Events
Tourism Improvement District (TID) Buyer Education Trips
As the resurgence of in-person interactions gains momentum, it is notable that client events are officially back. In 2023, the Bureau continued to foster partnerships through receptions, sporting events, concerts and other events. VISIT DENVER anticipates being able to execute on a minimum of three, and a maximum of five, high-profile sales missions and client events designed as “Denver Road Shows.” The goal is to present a unified destination sales effort with hotels and members. Chicago, Dallas, New York, Philadelphia and Washington, D.C. are tentatively targeted for 2024.
MEET Denver MEET Denver is a buyer education program that VISIT DENVER hosts to expose customers to the destination. MEET stands for Meet, Experience, Enjoy and Tell. This is a multi-day event that highlights venues and areas in Denver. MEET Denver is made possible largely because of TID funding.
Experience Denver Firsthand & Virtually
This event will focus on clients who specialize in booking single-hotel meetings (not center users and/or citywide business). The format showcases the TID hotel community as well as partners of VISIT DENVER. Many of the clients who attend these events represent between 20-30 meetings, which gives VISIT DENVER a very broad reach, as many have never been to Denver or have not visited in several years. VISIT DENVER is estimating 55 clients will attend MEET Denver in 2024.
In 2024, VISIT DENVER will host one buyer education trip (MEET Denver), with funding assistance from the TID.
Convention business is often a complex sales process with many decision makers and influencers involved. Bringing association executives and meeting planners to Denver allows them to experience the city on a personal level. Site inspections, hosted board meetings and special event sponsorships enable the sales team to educate key prospective buyers about the destination and the numerous benefits of holding their meetings and conventions in Denver. In fall 2023 the sales team implemented a site tour training program through a third-party partner. This program includes training for internal staff as well as Denver hotels and venues to collectively enhance the buyers’ experience. These efforts are focused on positively impacting conversion.
TID Incentive Funds In 2018, the TID launched an incentive program to help with booking convention business. Funds from the TID are used to help further incentivize groups to choose Denver. To date in 2023, VISIT DENVER has booked or received verbal confirmations for 15 bookings. The TID approved 20 other bookings that remain tentative for future years. Collectively, these groups represent more than $427 million in future economic impact resulting in more than $34.2 million in tax dollars for the City.
During COVID, VISIT DENVER developed a comprehensive virtual site tour program, as well as new protocols for in-person site tours to focus on safety, cleanliness and building customer confidence. Although in-person site visits are likely to continue to be strong in 2024 virtual site tours are still a great option for groups that cannot make time for an in-person site visit, and there has been success booking future meetings by utilizing virtual assets.
Customer Advisory Board The Denver Customer Advisory Board (CAB) has played an integral role in the success of Denver’s convention sales and marketing efforts. The CAB is comprised of 30 meeting professionals and industry leaders who voluntarily assist the Bureau in assessing industry trends and Denver’s image, as well as developing competitive positioning, services, S.W.O.T. analysis, marketing approach and sales strategies. The CAB 84
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meets twice a year (June and November), and each member is asked to serve a three-year term. To date, the CAB has provided feedback and guidance on a wide variety of issues, adding immeasurable value to the Bureau’s sales and marketing efforts. In 2023, 15 new members were added and both meetings were held in-person for the first time since 2019.
Each sales team member will continue to keep an up-to-date list of their clients’ personal “hot buttons” (i.e., birthday, favorite author, etc.). The resulting client contacts from the ongoing CRM program provide many opportunities to ask for and confirm new business. The Destination Services Department will also continue the CRM process with meeting planners that have definite bookings for Denver, starting 18 months before the meeting date, through the post-convention period.
The “Mile High Ambassador” Program New business can often be found in Denver’s own backyard. Most national and international professional associations have members in the metro Denver area. In many cases, these members serve on boards or are committee members representing their state or region. Through diligent research, third-party assistance and public relations efforts, the Mile High Ambassador program will continue to identify these important association members and ask for their assistance bringing meeting business to Denver. University faculty and government department heads are specifically targeted as resources for soliciting convention business for Denver. The Bureau staff will make presentations to encourage these partners to share their Denver experience with their state, regional, national and international affiliations, in hopes of bringing group business to Denver. This same program will be used to entice local corporations to host their national meetings in their hometown of Denver. The Ambassador program was expanded to work closely with the Metro Denver Economic Development Corporation and identify local leadership within the priority clusters that are the strongest and largest sectors for Denver and Colorado. These efforts will continue in 2024 as well as ways to streamline getting clients in touch with local experts.
Bid Presentations & Proposals Bids and presentations are provided by convention sales managers for groups interested in Denver as a future convention site. Bid packages and presentations typically address accessibility, facilities, accommodations, affordability, safety, services and destination appeal. Technology and cutting-edge integrated marketing techniques will be utilized to improve and expedite the presentation and complement the “high touch” sales efforts. In 2024, the Bureau will evaluate online bid book options that integrate with the Simpleview CRM system, thereby creating increased efficiencies within the sales process.
Post-Convention Sales Efforts As Denver continues to host more high-profile major events, it is critical that post-convention research be done to evaluate the visitor experience, identify opportunities to make improvements for future groups and calculate entire room night production inside and outside the room block. Post-convention surveys are sent to all VISIT DENVER bookings. The Destination Services Department monitors responses and follows up with all citywide planners to ensure that critical input and feedback are received from all major meetings. Citywide conventions also receive an in-depth Post-Convention Report that provides valuable information. The department will also continue to analyze room nights inside and outside the blocks to get a more accurate accounting of economic impact using zip code analysis and cell phone technologies like Arrivalist, Near and Placer.
Customer Relationship Management (CRM) Program The art of selling starts with solid customer relationships. It is proven that successful sales professionals are those who have earned the trust, respect and in many cases, the friendship of their clients. The CRM program provides “surprise and delight” touch points with customers on a regular cadence throughout the year. Post-COVID, the program exists through virtual offerings given the ubiquitous remote work culture. The team will continue this program in 2024. 85
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INTEGRATED MARKETING CAMPAIGNS
Active Role in Denver Alliance The Denver Alliance brings key community entities together to collaborate on the promotion and use of the CCC to generate and maximize economic benefit to all parties of the Alliance and the entire hospitality community. Key community entities operating in a unified manner reduces duplication of effort around “pre-sales” activities (e.g., trade shows, site visits, marketing and data entry for tentative bookings) and creates one-stop shopping for the customer, as well as enhances the customer service experience. In 2024, the Alliance will work on most effectively promoting the CCC and the new expansion.
In 2024, the Bureau will conduct two major campaigns to meeting planners across the country. VISIT DENVER’s convention advertising campaigns are designed to keep Denver top-of-mind with meeting planners, effectively filling in the time between sales contacts. Additionally, the campaigns specifically promote the CCC expansion. As in previous years, advertising campaigns are not designed to be transactional (i.e. they are not intended to generate immediate bookings). Rather, they are designed to support the existing sales relationships with busy meeting planners by offering small, easily digestible information on the overall meeting product, as well as timely updates and major CCC improvements.
Convention Center Expansion & Renovation 2024 will be the first year of the CCC’s terrace-level expansion space. Currently, the inaugural group will use the space in April 2024 with a steady flow of groups following. The team will focus on new large conventions as well as small- to mid-size groups that can meet simultaneously in the building. VISIT DENVER will work alongside ASMG to book as much new business as possible in the new space. VISIT DENVER will collaborate with convention center stakeholders to plan a Mayoral ribbon cutting event, a public open house, as well as a client/industry event to showcase the new expanded space.
The two campaigns are: Business as Unusual (BAU) and CCC expansion and general marketing. Tactics For All Campaigns Budget: VISIT DENVER will balance its need to stay visible to meeting planners while continuing to be fiscally responsible and continuing more targeted promotional spending on existing clients and prospects. Message: The meetings market is still in the midst of
Denver Sports Commission
a robust recovery that is expected to last well through 2024. VISIT DENVER crafts messages that are both appropriate for these near-term considerations, while also keeping an eye on the future since this market does have a very long-term view. Additionally, the expansion of the Colorado Convention Center is in full swing, with a scheduled completion date in late 2023, which means it’s “prime time” to get the word out on the project to our largest and most lucrative meetings.
The Executive Director of the Denver Sports Commission will work collaboratively with the Conventions Department to create short-, mid- and long-term plans for bringing more sporting groups to Denver. The focus will be on need periods as well as traditional off-season time frames.
Timing: Careful consideration will have to be given
to when paid promotions are placed to ensure that clients will have the bandwidth to consume them and are mentally ready to appreciate the messages. 86 VISIT DENVER 2024 Marketing Plan
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Media: Advertising will be placed in leading industry
Social media advertising to the convention market
trade channels that target the lucrative citywide clients, as well as meeting planners of all sizes, particularly for the BAU campaign. In the past, VISIT DENVER campaigns have utilized high-impact print and digital ad units including dedicated e-newsletters, sponsored content, belly bands and cover wraps. To extend the reach of the campaign, additional ad placements are typically made in trade publications that reach niche, minority and thirdparty planner audiences. In 2024, it is expected that the vast majority of advertising vehicles will continue to be digital and take advantage of evolving digital advertising and video technologies that help push messages to the most important prospects, while making targeted use of print advertising to cover all bases. In 2023, the following tactics were relied on heavily, and will likely make up a large portion of 2024 tactics: Digital display, including specialty B2B advertising networks. Video advertising, including video retargeting from trade market websites. Dedicated electronic newsletters directly from trade publishers and also through independent third parties like eTarget Media. Aggressive social media advertising on LinkedIn, which has been a prime driver of engagement since the paid program on this channel launched in 2021. LinkedIn’s targeting capabilities means that some 300,000 national meeting and event planners can be reached.
will continue in 2024 via the use of LinkedIn advertising products, which have seen substantial growth in usage over the last couple of years and were instrumental in the success of campaigns over the last three years. Search marketing strategies, usually referred to as
SEO/SEM, will also be used to accomplish two main goals: (1) to make the Bureau’s website as attractive as possible to search engines, ensuring the site comes up as high as possible for planning- related search terms, and (2) to buy pay-per-click ads for various keyword combinations. This ensures that messages and offers are shown to planners who use major search engines, especially to encourage planners to use the Request for Proposal form on the website. Both tactics will likely grow in 2024, including a proposed redesign of the conventions section of the VISITDENVER.com website.
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Campaign 1: Business As Unusual The “Business as Unusual Campaign,” is designed to reinforce Denver’s general appeal as a destination with world-class meeting amenities through a series of videos. In 2023, five videos promoted off-site venues, new and renovated hotels, Denver International Airport, Denver’s food and craft beverage scene and the expanded Colorado Convention Center. In 2024, videos will be added covering sustainability, downtown walkability and Denver’s appeal as a destination for incentive trips and corporate gatherings.
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Investments will continue to be made in vehicles targeting “executive decision makers,” those business leaders who influence destination decisions, but who are not otherwise involved in the planning process.
Campaign 2: CCC Expansion A campaign focused exclusively on the expansion project at the Colorado Convention Center was launched in late 2022, which will continue in 2024 and will be updated with pictures of the new building (the current campaign uses renderings). The campaign primarily uses video and digital banners to highlight the project and its signature features in a whimsical, colorful way. Additional tactics will be considered for 2024, including an update to the CCC brochure.
Substantial investment will continue to be made in various online marketing vehicles that enhance messaging and extend reach: meeting planning websites, video, social media, search engine strategies and nontraditional marketing. Meeting planning websites include those that cover
the entire U.S. and allow planners to find destinations and venues across the country such as Cvent. The use of video in convention marketing is expected
to continue in 2024, especially ones that highlight key components of Denver’s destination appeal (offsite venues, new and renovated hotels, chef-driven dining, outdoor activities, craft cocktails, beer, etc.). 87
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Promotional Collateral
Brochures: “Lure” brochures are produced and
distributed to convention delegates to help increase attendance at Denver conventions; they are also provided on-site at the previous year’s meeting to encourage delegates to plan ahead to experience more of Denver during their convention.
VISIT DENVER will incorporate the information regarding the expansion in all collateral and promotional materials as described below. These collateral and promotional materials effectively market Denver as a meeting destination and will be implemented in 2024, including:
CCC Sales Brochure: This brochure, which describes Website: The convention section of the website will
the features and benefits of the CCC, including information on the expansion, will be updated for 2024 upon the completion of the expansion project. The CCC brochure is distributed to all future citywide groups and will be used as a handout and resource at the trade shows the Bureau plans to attend in 2024.
continue to be enhanced with additional features, content and functionality, such as streamlined RFPs, interactive hotel maps, an improved venue search tool and a revamped marketing toolkit. Bid Books: In 2024, VISIT DENVER will work with
Simpleview on a new online bid book that integrates with the CRM. This will allow for increased efficiencies and tracking opportunities.
Exhibit Displays: A complete inventory is underway
of current exhibit displays and determining what new assets the team needs. Both the Convention Sales and the Destination Services Teams are procuring new exhibit and pre-promotion booths, and this will continue into 2024. The new assets will focus on Denver’s brand, use our best photography and bring in elements that are unique to Denver.
Digital Marketing Kit: Destination Services works
closely with the Marketing Department to ensure the Bureau’s online tool kit for planners has useful and current information that helps planners build attendance and create helpful attendee resources. This kit allows clients to customize promotional materials to market their meeting and the destination. It includes promotional verbiage/materials, Denver copy, virtual visitor guide and dining guide, photos, videos and b-roll and usage guidelines for the Blue Bear.
Marketing Program for Future Meetings The highly effective DMO/Planner marketing collaboration will continue in 2023. The program includes meeting with major definite groups to develop custom marketing programs that help grow attendance, while improving the attendee experience by providing extensive destination information, as well as social media content provided by the Bureau’s social media manager. In addition to many of the items listed above in “Promotional Collateral,” these meetings help introduce planners to the full scope of resources and assistance VISIT DENVER can provide, including collaboration on social media promotions and use of mobile technologies.
Meeting Attendee Microsites: VISIT DENVER will
continue to develop and customize attendee microsites for citywide conventions, as well as other highprofile events held in Denver. This portal for attendees will promote pre- and post-meeting vacation opportunities, discounts to area attractions and restaurants and events taking place during the meeting (arts, cultural, festivals). The microsite is also a vehicle to promote “Denver’s Know Before You Go” that includes safety, packing and cleanliness tips. This tool directly relates to destination appeal and helps meeting planners boost attendance for Denver meetings.
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Public & Media Relations
DESTINATION SERVICES EFFORTS
Media placements allow the Bureau to reach large numbers of meeting planners with information about new developments in Denver at a relatively low cost, while also carrying the weight of an editorial recommendation.
In today’s meeting marketplace, clients expect creative and innovative service solutions from convention and visitor bureaus. Due to a reputation for providing excellent customer service, VISIT DENVER’s Destination Services Department is considered to be one of the finest in the industry and is the recipient of an evergrowing list of awards and recognitions. In 2024, the department will continue to evaluate current programs and initiate new programs and tools to assist planners with destination information, marketing materials and assets for convention planners to plan for their Denver meeting. VISIT DENVER will continue to be a “onestop-shop” and key resource for all definite meetings with the goal of always exceeding expectations.
Publicity efforts in 2024 will include: Several significant stories will be highlighted 2024: the completion of the CCC expansion; Denver’s continued emergence as a must-meet destination; improvements to Denver International Airport (DEN); Denver’s new MICHELIN Guide and progress on the 16th Street Mall renovation. Secondary story topics will include new hotel openings, unique venue offerings, wellness, transportation and sustainability, among others.
In 2024 the Destination Services Department will: Continue to work with the DDP, Consolidated Services Group, City officials and departments, partners and others, by taking a lead role in providing delegate services and implementing a welcome program that includes banners, window welcome signs, digital billboards, community convention alerts and more. VISIT DENVER will also collaborate with DEN as construction and new developments are finalized to determine assets and opportunities to welcome convention attendees.
Specific tactics will include: Distributing press releases about Denver as a convention destination for the national meeting and convention trade press, as well as for traditional national and regional business media. Conducting deskside tours with trade journalists
and freelancers in markets such as New York and Washington, D.C., where most of the meeting and convention trade publications are headquartered and working with individual trade reporters on their Denver assignments.
VISIT DENVER continues to proactively work with
and educate key stakeholders, to include DDP, Denver Police Department, City and County of Denver and the hospitality community, regarding all upcoming citywide convention demographics and expectations to provide a safe and welcoming environment for convention attendees.
Hosting convention trade writers on press trips
and individual assignments as requested, providing them with tours (especially of the CCC expansion), information, background and other materials to generate positive coverage of Denver as a convention and meeting destination.
Collaborates and regularly meets with the DDP Pitching convention and meeting destination stories
regarding the City’s Security Action Plan and downtown environment issues, as well as updates the DDP on upcoming convention activities.
as appropriate to visiting media. Initiating communications, pitching stories and
developing one-on-one relationships with business and trade writers from key industry publications.
Meet on an on-going basis with Denver’s Office of
Special Events and work closely with them regarding convention events, fun runs, street closures and private street events, as well as assist in streamlining processes and communication.
Pitching stories and sending releases about Denver
as a business meeting and convention destination to business media.
Continually monitor the 16th St. Mall construction Positioning key Bureau executives as experts on
and provide updates to convention groups.
various meeting industry issues, encouraging publications to interview them, thus enhancing the exposure of the Bureau and the City. 89 VISIT DENVER 2024 Marketing Plan
CONVENTION SALES STRATEGIES & TACTICS
Partner with the Denver Alliance Services teams
Continue professional development through ESPA
(VISIT DENVER, ASM Global event management, Sodexo Live! catering, Hyatt Regency) by coordinating and leading monthly meetings between service teams to share information, keep abreast of customer profiles, needs and expectations, and construction updates while fostering seamless communication and processes between all parties.
to learn and implement best practices. Opportunities include, but are not limited to: Annual Conference, virtual meetings, webinars and leadership sessions. In partnership with the leadership team, continue
to communicate with planners the status of CCC construction impacts and timelines.
Continue to work with the CCC team on coordinated
Continue to look for creative and non-traditional
security action plans and information sharing. VISIT DENVER and the CCC have emergency preparedness plans that are regularly updated.
ways to provide pre-promotion information to clients at their meeting one year prior to coming to Denver. In-person pre-promotion trips will be evaluated on a case-by-case basis.
Continue to provide city-wide clients VISIT DENVER’s Maintain and continually evaluate social media
Citywide Post-Convention Report, which provides valuable information to the customer after their event. This report will also include the “ORDA” analysis, when appropriate. The goal is to provide the customer with the best data possible at the conclusion of their convention.
programs for citywide conventions. Continue to maintain a hybrid/virtual meeting
resource document to provide guidance and local resources to meeting planners.
Continue to work with the Denver Alliance regarding
Host marketing webinars for definite citywide con-
the customer survey system, which allows all Denver Alliance members to share data. Destination Services will take a leadership role in monitoring and ensuring that all processes are working and utilize this feedback to improve the meeting planner and visitor experiences.
vention groups to visually explain VISIT DENVER’s destination services and marketing assets. Clients are encouraged to invite multiple departments within the organization to attend in an effort to better understand and utilize the products and services offered by the Bureau.
In collaboration with the Partnership Department,
By utilizing our local intellectual capital, destination
the Destination Services Department will continue to develop educational workshops for partners that promote new tools and ways to engage with meeting planners.
services will develop a turn-key attendee acquisition program to assist with local and regional outreach to attract attendance by industry segment. In collaboration with the Partnership Department,
Work in partnership with the Denver Sports Com-
continue to find ways to attract minority- and women-owned businesses, plus to track and code them in our database to provide resources for meeting planners.
mission to service and support all efforts regarding tentative and definite events. The uniqueness and short-term nature of these bookings require the services team to assist with the bid process, preplanning, social media and marketing efforts and onsite needs.
Provide online resources for meeting planners to
help them minimize their carbon footprint, produce elements of a green meeting and/or find ways to give back locally. Continue to enhance and improve the Voluntourism page and the Green Directory, which provide options for local individual or group volunteer and corporate social responsibility (CSR).
The Destination Services team will continue to work
in partnership with the convention sales team to plan and execute sales events, CAB meetings, MEET Denver and hosted industry events/conferences.
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TOURISM Situation Analysis & Markets
Three major leisure tourism markets are reviewed in detail: Domestic Consumer Leisure, Domestic Group Leisure and International. to position how VISIT DENVER prepares to address them moving forward to ensure continued success.
Unlike the conventions market, which is largely driven by direct sales efforts, success in the leisure market is directly impacted by paid promotions, e.g., advertising campaigns, as well as earned media in the form of public relations and owned channels such as the VISITDENVER.com website and social media. By reviewing trends and understanding consumer preferences, VISIT DENVER is better able to direct its domestic and international marketing efforts to maximize results and generate the highest possible return on investment.
Nationally in 2022, according to Longwoods International, domestic overnight visitation exceeded 2019, a record year for most destinations, by a fair amount. Consumers not only continued to expend pent-up demand, but also established a new mindset that prioritized travel in a way the industry has never seen before. TOTAL SIZE OF U.S. OVERNIGHT TRAVEL MARKET 3
DOMESTIC CONSUMER LEISURE MARKET A. National Trends
2.5
In 2023, the domestic travel industry completed its post-pandemic recovery as visitation to destinations across the country largely exceeded 2019 levels. The pandemic left an indelible mark on all aspects of the travel industry. So even as travel volume and travel spending now exceeds pre-pandemic levels, there have been fundamental changes in the way people plan and book travel, in the way they experience destinations and how destinations approach the visitor experience. This section will attempt to encapsulate those in order
2.10
BILLIONS
2 1.65
1.88
1.68
1.5
1.42
1 0.5 0 2018
2019
2020
2021
2022
-15.8%
+32.9%
+11.7%
Source: Longwoods International 2022 Annual Visitor Study
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The level of success in 2022, with double-digit increases over the previous year, was somewhat of a surprise. While it was assumed that travel would continue to grow in 2022 and continue to eclipse 2019, few expected the continued surge in visitor demand. Industry experts had discussed the decline of “revenge travel,” that pent-up demand created by the pandemic. In actuality, that pent-up demand was still being felt, along with a resurgence of an interest in travel overall that fueled a frenzy, despite the continuation of high travel prices due to inflation. And why not? The pandemic caused a great reordering of personal priorities. The inability to travel in 2020 and 2021 led to realizations that connections with friends and family was a priority, and one that fed perfectly into an increased desire to get on the road.
Travel predicts continued resilience of domestic leisure travel, though returning to more normal, pre-pandemic single-digit annual increases. In 2023, domestic leisure visitor volume is projected to end the year at 103 percent of 2019, and inflation-adjusted domestic leisure travel spending is projected to be 101 percent of 2019. U.S. Travel is bullish about the recovery of the international leisure market, which picked up steam in the first half of 2023. In 2023, international leisure visitor volume is projected to be 84 percent of 2019, a steep increase of 20 percent over the 2022 year-end numbers. Inflation-adjusted international leisure travel spending for 2023 is projected to be 73 percent of 2019, which is still a bit soft. A full recovery in international travel volume (compared to 2019) is expected to happen in 2025, but spending recovery is not expected until 2026. Both lags can be attributed to the strength of the dollar and the slower-than-expected return of far-east travelers from Japan and China, as well as continued issues with visa wait times from several non-waiver countries.
The U.S. Travel Association monitors all travel trends during the pandemic and shows a generally optimistic outlook for 2023 and beyond in its U.S. Travel Forecast Summer 2023 edition, the latest figures available. U.S.
RECOVERY FORECAST FOR DOMESTIC & INTERNATIONAL TRAVEL VOLUME % Recovered Compared to 2019
2023
116%
111%
104%
110%
INTERNATIONAL
DOMESTIC LEISURE
2025
DOMESTIC BUSINESS
RECOVERED INTERNATIONAL
101%
109% DOMESTIC LEISURE
2024
DOMESTIC BUSINESS
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC LEISURE
2022
DOMESTIC BUSINESS
INTERNATIONAL
64%
RECOVERED
99% INTERNATIONAL
106%
96%
84%
103%
101% 80%
RECOVERED DOMESTIC LEISURE
2021
DOMESTIC BUSINESS
28% INTERNATIONAL
96%
2020
DOMESTIC BUSINESS 54%
24%
DOMESTIC LEISURE
0
39% DOMESTIC BUSINESS
20%
DOMESTIC LEISURE
40%
INTERNATIONAL
60%
76%
80%
89%
FORECAST
100%
DOMESTIC BUSINESS
120%
2026
RECOVERY FORECAST FOR DOMESTIC & INTERNATIONAL TRAVEL SPENDING % Recovered Compared to 2019 (Adjusted for inflation)
2022
2025
DOMESTIC BUSINESS
DOMESTIC LEISURE
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
2024
103% INTERNATIONAL
73%
RECOVERED
106%
93% INTERNATIONAL
94%
92% DOMESTIC BUSINESS
104% 89%
2023
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC BUSINESS
55%
73%
74%
85%
99%
2021
23% INTERNATIONAL
43% DOMESTIC BUSINESS
RECOVERED
104%
2020
DOMESTIC LEISURE
0
DOMESTIC LEISURE
20%
DOMESTIC LEISURE
40%
34% DOMESTIC BUSINESS
60%
22% INTERNATIONAL
82%
80%
101%
FORECAST
100%
105%
120%
2026
Source: U.S. Travel Association Travel Forecast, Summer 2023
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CONSUMER SENTIMENT & BEHAVIOR
We approach public health differently. We educate our children differently. And, of course, we travel differently.
The following section relies on the research produced by key partners like Destination Analysts, Longwoods International, MMGY and others. These on-going studies track the travel industry, as well as the travel sentiment of consumers, and provide constant monitoring of trends in a very unpredictable and rapidly changing travel environment. These insights have become indispensable resources in adjusting and effectively implementing VISIT DENVER convention and leisure sales and marketing programs.
Who could have imagined a time when hotel rooms may not be cleaned on a daily basis? Which one of us is ready for QR code menus to go away? And of course, masks are still a relatively common sight on flights compared to pre-COVID. However, it’s also clear that COVID is only a concern for a small minority of travelers and no longer serves as a barrier to travel. The latest research by Longwoods International/Miles Partnership (Wave 78, Oct. 5, 2023) indicates that a mere 12 percent of the public feels COVID will greatly impact their decision to travel in the next six months. For perspective, about double that number, or 20 percent, are more concerned about transportation costs. Indeed, across all research providers, financial and inflationary concerns have replaced COVID concerns as the most persistent issue for the industry.
The Post-COVID Landscape After three years of the pandemic, despite lingering daily cases of around 20,000 nationally, and the alwayspresent threat of a new variant, it is clear that COVID is in the rear-view mirror, at least for now. That is a comforting fact, to be sure, though it does nothing to minimize the impacts the disease has had on nearly every aspect of our lives, some of which may never go away. We work differently. We eat differently.
INDICATED THAT CORONAVIRUS WOULD GREATLY IMPACT THEIR DECISION TO TRAVEL IN THE NEXT SIX MONTHS 80% 60% 40% 32%
34% 24%
25%
20% 0
1/5 2022
1/192020 2/2
2/16
21%
3/2
21%
20%
3/16 20213/30
19%
4/13
19%
16%
19%
5/11 2022 6/8 7/6
19% 19%
8/3
17%
14%
15%
15%
12%
13%
12%
13%
12% 10%
11% 10%
12%
8/31 2023 9/28 10/26 11/29 1/420242/1 2023
3/1
3/29
4/26 2025 5/24 6/21
7/19 2026 8/16
9/13
Source: Longwoods International/Miles Partnership Travel Sentiment Wave 78, October 5, 2023
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The Impact of Economic Factors on Travel As stated above, several economic concerns (travel/gas prices, inflation fears and issues related to household incomes) have substantially replaced COVID as a more acute – and possibly longer-lasting – barrier to travel, since travelers have always been mindful of the affordability of their trips. These concerns have been pushed to the forefront in recent months due to the steep spike in travel costs that began in the first half of 2022 and persists today, though perhaps not to the same extent as last year. It is significant to note that these economic concerns are happening at a time of record travel demand. So, while it is important to take these concerns seriously and to respond to them appropriately, it should also be noted that they have not significantly dented travel demand, particularly among upper-income groups. Here is a roundup of traveler economic concerns as of October 2023. Nearly one in five travelers say their personal financial situation will impact their travel decisions over the next six months.
INDICATED THAT CONCERNS ABOUT PERSONNAL FINANCIAL SITUATION WOULD GREATLY IMPACT THEIR DECISION TO TRAVEL IN THE NEXT SIX MONTHS 80% 60% 40% 20% 0
22% 26%
23% 27%
1/5 1/192020 2/2 2022
2/16
24%
3/2
24%
26%
25%
28%
31%
29%
25%
3/16 6/8 20213/30 4/13 5/11 2022
23%
7/6
8/3
25% 27%
30% 26%
23%
25%
24%
25%
24% 23%
21%
22%
19%
8/312023 9/28 10/26 11/28
1/4 8/16 9/13 20242/1 3/1 3/29 4/26 2025 5/24 6/21 7/19 2026 2023 Source: Longwoods International/Miles Partnership Travel Sentiment Wave 78, October 5, 2023
A slightly higher number, 26 percent, say that inflation will impact their travel decisions in the next six months.
INDICATED THAT INFLATION WOULD GREATLY IMPACT THEIR DECISION TO TRAVEL IN THE NEXT SIX MONTHS 60% 40% 30%
29%
32% 26%
27%
3/29 2022
4/26
28%
24%
23%
6/21 2024
7/19
26%
26%
8/16
9/13 2026
20% 0
1/4 2020
2/1
20213/1
2023 5/24
2025
Source: Longwoods International/Miles Partnership Travel Sentiment Wave 78, October 5, 2023
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When incorporating the number of people who say inflation may somewhat impact travel decisions in the next six months, the figure above increases to 51 percent, which is certainly worrisome and something that will be closely monitored.
IMPACT OF INFLATION ON DECISIONS TO TRAVEL IN THE NEXT SIX MONTHS
14%
10%
25%
25%
0
26%
50
1- No Impact at all
2
100
3
4
5 - Greatly Impact
Source: Longwoods International/Miles Partnership Travel Sentiment Wave 78, October 5, 2023
Excitement to Travel
Despite these near-term concerns, travelers are optimistic about their future economic prospects. These longer-term considerations continue to buoy future travel demand as seen in the chart below. A near-majority of travelers at 48.4 percent expect to be better off financially a year from now, which is more than 10 points higher (30.9 percent) from how people feel today. This is also a number that has been rising steadily since June of 2022 during the height of travelrelated inflation.
People are VERY excited to travel, with more than 86 percent stating so, according to Destination Analysts’ latest research. 44.3%
Extremely Excited - 10 12.0%
9
15.5%
8 Much Better off
13.5%
Better off
6
5.0%
5
6.6%
4
1.8%
3
1.6%
2
0.9%
37.8%
11.2%
13.8% Much Worse off
9.6%
7
34.9%
Just About the same Neiter better off or worse off
Worse off
48.4%
86.3%
1 0.4%
2.6%
Not At All Excited - 0
Source: Future Partners (fka Destination Analysts) State of the American Traveler, August 2023
2.4%
Source: Future Partners (fka Destination Analysts) State of the American Traveler, August 2023
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This excitement to travel is bolstered by actual travel demand, with the latest study from Longwoods indicating that more than 90 percent have plans to travel in the next six months.
TRAVELERS WITH TRAVEL PLANS IN THE NEXT SIX MONTH COMPARISON 100% 91%
87%
90%
92%
90%
91%
92%
1/5 1/19 2020 2/2 2022
2/16
3/2
3/16 20213/30
4/13
89%
89%
91%
92%
92%
91%
88%
90%
8/3
8/31 2023 9/28 10/26 11/28
89%
91%
89%
93%
91%
91%
3/29
4/26 2025 5/24 6/21
89%
91%
92% 89%
89%
80% 60% 40% 20% 0
5/11 2022 6/8 7/6
1/4 20242/1 2023
3/1
7/19 2026 8/16
9/13
Source: Longwoods International/Miles Partnership Travel Sentiment Wave 78, October 5, 2023
This trend is reinforced by the latest wave of MMGY’s Portrait of the American Traveler, a quarterly leisure travel study, which shows every generational cohort experiencing an increase in travel intentions in the next 12 months. PLAN TO TRAVEL FOR LEISURE IN THE NEXT 12 MONTHS 100% Gen Zers
Millennials
Gen Xers
Boomers
90% 80% 70% 60% 50% 40%
July 2021
Oct. 2021
YOY Gen Zers Millennials Gen Xers Boomers
April 2022 60% 79% 80% 78%
Feb. 2022
April 2022
July 2022
Oct. 2022
Feb. 2023
April 2023
Source: MMGY’s Portrait of the American Traveler, Summer 2023 Edition
April 2023 69% 76% 72% 82%
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2023 TRAVEL INSIGHTS For years, MMGY’s quarterly Portrait of the American Traveler has documented key travel insights related to intent to travel, planned spending and other considerations. They also report on a variety of new and emerging traveler habits and behaviors, many of which were compiled in their Summer 2023 edition, and all of which are helpful to VISIT DENVER in planning for future visitor needs. Here is a roundup of some of the trends they are tracking.
Overall Traveler Outlook Short-term travel is up significantly from February, with nearly half of travelers planning to travel within the
next three months (48 percent). The cost of travel continues to be the largest concern for the majority of travelers, and the most significant
decreases in traveler sentiment occur within personal finances and affordability.
Where People Want to Visit Hawaii and Florida destinations lead the way for domestic interest, with significant increases in interest
compared to this time last year. Colorado remains a top five destination, and Denver performs well in their list of cities that people are interested in visiting. STATES INTERESTED IN VISITING RANK
DESTINATION
CITIES INTERESTED IN VISITING % INTERESTED
RANK 1
Island of Hawai'i
61%
DESTINATION
% INTERESTED
1
Hawaii
66%
2
Florida
59%
2
Honolulu, HI
60%
3
California
55%
3
Maui, HI
58%
4
Colorado
53%
4
Las Vegas, NV
55%
5
Alaska
52%
4
Kaua'i, HI
55%
6
Florida Keys/Key West, FL
53%
6
New York
49%
7
Lanai, HI
48%
7
Nevada
48%
7
New York City, NY
48%
9
Orlando, FL
47%
10
San Diego, CA
46%
11
Niagara Falls, NY
44%
12
New Orleans, LA
43%
12
Miami, FL
43%
8
Arizona
44%
9
Texas
41%
10
North Carolina
38%
11
Tennessee
37%
11
South Carolina
37%
12
Nashville, TN
43%
13
Georgia
36%
12
Tampa/St. Petersburg/Clearwater,
FL 43%
13
Washington
36%
16
San Francisco, CA
42%
15
Maine
35%
17
Denver, CO
41%
16
Montana
33%
17
Los Angeles, CA
41%
16
Louisiana
33%
17
Palm Beach, FL
41%
18
Massachusetts
32%
17
Washington, D.C.
41%
21
Myrtle Beach, SC
40%
19
Oregon
31%
21
Fort Lauderdale, FL
40%
20
New Mexico
29%
23
Phoenix/Scottsdale, AZ
39%
Source: MMGY’s Portrait of the American Traveler, Summer 2023 Edition
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Road Trips
Travel Agents
Intent to take a road trip is down slightly compared
Younger generations and travelers with kids are
to this time last year (72 percent), but more travelers than ever have taken a road trip in the past 12 months (63 percent).
most likely to use a travel agent within the next two years. More than half of travelers who intend to use a
Millennials are most motivated by the lower vacation
travel agent do so in order to get the best prices for a vacation.
cost to take a road trip, while Gen Zers, Gen Xers and Boomers are primarily motivated by the spontaneity of road trips.
Traveler Perspectives Optimism for the future of the U.S. and the world
July is the most popular month to take a road trip,
continues to remain low.
followed by June and August.
Three-quarters of travelers believe the memories
The average distance traveled is 923 miles, and
they create on vacation are more valuable than material purchases.
more than 50 percent of road trippers are willing to drive 500 miles or more.
Luxury Travel
Diversity in Travel
Younger generations are more likely to identify as
Travelers of diverse backgrounds seek different
luxury travelers.
experiences within destinations. Black travelers are more likely than other groups to be influenced by a destination’s food and drink scene, while Hispanic travelers are more influenced by the destination’s reputation for environmental responsibility.
Travelers who identify as luxury travelers are most
willing to splurge on hotel accommodations and upscale restaurants, and they are significantly more willing to do so than this time last year.
More than half of Black and LGBTQ+ travelers
Vacation Motivators & Activities
believe inequities exist in the travel industry.
Beautiful scenery is the most influential feature
More than half of Black, Hispanic and LGBTQ+
when selecting a destination, particularly for older generations.
travelers are influenced by a destination’s diverse cultural experiences and commitment to diversity and inclusion when choosing a destination.
Younger generations are more influenced by the
music scene, diversity of a destination and nightlife than older generations.
Family Travel Millennials make up more than half of family
International Travel Intentions
travelers.
Interest in international travel remains strong with
Family travelers are motivated to spend time with
more than three-quarters of active leisure travelers interested in traveling internationally within the next two years.
their significant other and children and to get away and unplug when traveling. Three-quarters of travelers are influenced by their
More than other generations, Millennials are
children when planning daily activities on vacation.
interested in visiting Canada on an international trip.
Multigenerational travel and traveling for children’s
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Other Factors Influencing Travel Tourism and hospitality sectors are critical drivers to the economic growth and employment in Denver, and VISIT DENVER is committed to developing a plan for 2023 and beyond to ensure these sectors come out stronger and more resilient. Below are some key and national statistics that help illustrate the current situation and mindset going into 2023: The Travel Price Index (TPI) and overall consumer prices (CPI) were both roughly the same in May as in April (seasonally adjusted). Notably: Motor fuel decreased by 5.6 percent while Airline Fares decreased by 3.0 percent Lodging prices increased by 2.1 percent
On a year-over-year basis (YOY), inflation continued to cool down. CPI cooled to +4 percent, the lowest in two years. TPI cooled even further, and prices were at the same level as last year (+0 percent YOY) Motor Fuel was down 20 percent YOY, while lodging was up 3.7 percent For the second month in a row, Airline Fares were down (-13.4 percent YOY)
• This reflects the most significant decline in Airline Fares since March 2021 • These two months of declining YOY fares follow 14 straight months when fares were up YOY by double digits • While CPI an TPI were both up nearly 19 percent since 2019, Airline Fares were up only 5.4 percent TRAVEL PRICE INDEX, (MAJOR COMPONENTS) INDEX (NOT SEASONALLY ADJUSTED)
YEAR-OVERYEAR % CHANGE
% CHANGE COMPARED TO 2019
SEASONALLY ADJUSTED CHANGE FROM PRECEEDING MONTH
AUG 2019
AUG 2022
AUG 2023
AUG 2023/2022
AUG 2023/2019
AUG 2023
TPI
295.7
345.1
352.7
2.2%
19.3%
0.7%
TRANSPORTATION
244.1
320.1
297.3
-7.1%
21.8%
8.4%
Airline Fares
259.8
283.9
246.2
-13.3%
-5.3%
4.9%
Motor Fuel
234.7
351.3
338.2
-3.7%
44.1%
10.7%
Intracity Transportation
326.0
338.7
338.0
-0.2%
3.7%
-0.6%
Intercity Transportation
161.2
161.2
168.2
4.4%
4.3%
-0.8%
LODGING (hotels/motels)
353.1
383.3
394.8
3.0%
11.8%
-3.6%
RECREATION
318.1
339.0
358.0
5.6%
12.5%
-0.4%
FOOD & BEVERAGE
288.7
337.0
359.0
6.5%
24.4%
0.3%
Alcohol Away from Home
355.7
396.5
420.2
6.0%
18.1%
0.0%
Food Away from Home
285.5
334.2
356.1
6.5%
24.7%
0.3%
CPI
256.6
296.2
307.0
3.7%
19.7%
0.6% Source: U.S. Travel Association
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B. Denver Trends
U.S. Consumer Confidence Index,® which measures
In 2022, according to the Longwoods International
both Americans’ assessment of current economic conditions and their outlook for the next six months, increased in July of 2023 to levels not seen since 2021. The Conference Board, a business research group, said its consumer confidence index rose to 117 in July from a revised 110.1 in June. The gauge beat the 110.5 that economists expected and was the highest in two years. While recession fears are still in the back of consumers’ minds — the proportion of consumers who think a downturn is “somewhat” or “very likely” ticked up to 70.6 percent, up from 69.9 percent — a closely watched indicator is no longer flashing warning signs. (CNN)
Travel USA Visitor Profile study, Denver welcomed 36.3 million visitors, 14.7 percent higher than 2021 and surpassing the record levels set in 2019. Total overnight visitation was particularly strong in
2022, hitting 20 million, a 20 percent increase over 2021. Overnight leisure visitation saw an increase of 13 percent to 16.7 million. This included a very healthy 18 percent increase from “marketable” visitors to 8.3 million. Marketable visitors are the primary focus of VISIT DENVER’s promotional efforts. Business travel also surged to 3.2 million, a steep increase over 2020 and 2021. (Longwoods)
Representing destination diversity has quickly
Travel spending by all visitors to Denver in 2022
become a top priority for Destination Marketing Organizations (DMOs). Not only is it the right thing to do, it’s also good business. More than half of Black, Hispanic and LGBTQ+ travelers are influenced by a destination’s diverse cultural experiences and commitment to diversity and inclusion when choosing a destination. (MMGY Portrait of the American Traveler, Summer 2023 Edition)
reached a record $9.4 billion, an increase of more than 42 percent over 2021 and higher than the previous record in 2019. The study also showed that less than half of the increase in spending was due to inflation, with the balance attributable to organic spending growth from Denver visitors. (Longwoods) Spending by overnight visitors increased in 2022 to
a whopping $8.0 billion, a 45 percent increase over 2021. Among all traveler types, marketable travelers spent the most at $229 per day, followed by business travelers at $173 per day. (Longwoods)
Boomers, GenX and Millennials, especially affluent
households, are the traveler segments we expect to drive continued growth in domestic leisure travel in 2023. • Boomers lead all generations in travel spending intentions with 3.8 annual trips planned and annual spending of more than $6,500. • GenX members are planning slightly fewer trips (3.6) with annual spending around $4,000. • Millennials have the same number of trips planned as Boomers, but with lower planned annual spending of only around $3,000. • (Source: MMGY Portrait of the American Traveler, Summer 2023 Edition)
Hotel occupancy in Denver reached 82.9 percent
in June of 2023, the highest single month since September of 2019, and behind June 2019 by 3.6 points. Demand was up 2.7 percent to June of 2019, at 647,845. ADR reached $205 in June of 2023, growing 15.6 percent compared to 2019. Leisure and hospitality jobs grew 5.7 percent in June, over May of 2020, and was 4.4 percent higher than 2019 levels. (Source: STR, Google Analytics, Arrivalist and BLS) Based on July 2023 worldwide passenger traffic,
DEN ranks as the third busiest airport in the U.S. and the fifth busiest airport in the world. Nearly 7.1 million passengers transited DEN in
August 2023, the busiest August on record and the eighth consecutive busiest month year-over-year.
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VISIT DENVER 2023 Promotions
Tier I cultural organizations, since resuming full
capacity in 2022, continued to provide a strong lineup of exhibits and events in 2023. The Denver Art Museum, Denver Botanic Gardens, Denver Museum of Nature & Science and the Denver Zoo continue to be top attractions for Denver. The Denver Center for Performing Arts continued its robust calendar with “To Kill a Mockingbird,” “Fiddler on the Roof” and “Jagged Little Pill.”
In 2023, VISIT DENVER executed a campaign and promotional schedule that has expanded even beyond pre-pandemic efforts. Several key factors contributed to this: Advertising budgets have been restored to – even exceeded – 2019 levels. This includes the impact of TID funds for key leisure marketing programs. Demand for travel overall and for Denver in particu-
Denver’s blockbuster exhibitions also had a full
schedule in 2023. Denver Art Museum hosted shows such as Her Brush: Japanese Women Artists from the Fong-Johnstone Collection. Denver Museum of Nature & Science exhibitions included Bugs: Marvel at their Adaptive Genius and After the Asteroid: Earth's Comeback Story.
lar has surged since the pandemic. After two years of depressed demand for all travel, especially to urban destinations, visitors are once again excited to explore America’s cities. Denver continues to enjoy an outsized advantage here due to the proximity of Rocky Mountain adventure throughout Colorado.
While Denver’s dining scene has received tremendous
The Denver travel product has returned in full force.
accolades over the last several years, the pandemic had an outsized impact on this sector due to the convergence of multiple factors that continue to plague it today, including staffing shortages, increases in labor costs, food and material costs, etc.
This importantly includes a robust events calendar that is the key to enabling regional advertising.
VISIT DENVER’s 2023 campaign schedule: January saw the introduction of a new “Winter
Basecamp” effort that built off the success of previous test efforts in this space. Driving the success of the 2023 effort is the innovative use of advertising technology to target people searching for Colorado winter trips and serving them Denver ads before they book.
According to the Colorado Restaurant Association
2023 statistics: • Eight out of 10 restaurants are struggling to hire new staff, even if wages in Colorado have risen by an average of 20 percent • About three cents is all that remains from each dollar spent at a restaurant after operators pay for labor, overhead, and food • Food prices increased more than 11 percent in 2022, the highest increase in more than four decades
The regional, “always on” campaign re-launched in
February. This campaign replaced the year-round “Reclaim the Weekend” campaign, funded through the proceeds of the Tourism Improvement District (TID) tax, which was suspended early in the pandemic. The campaign, which is exclusively funded by the TID, promotes up to nine different large events (concerts, cultural exhibitions and festivals) each month, using the urgency they create to encourage visitors to come “right now.” The campaign used the tagline, “All Ways Welcome.”
The CRA and the industry are enthusiastic about the Michelin Guide coming to Colorado, following its announcement that the Centennial State is now the eighth Michelin Guide destination in North America and the sixth in the United States.
The spring/summer campaign, which is always the
Restaurants have nearly returned to pre-pandemic levels, with challenges related to inflation and food costs, affecting profitability for operating a restaurant.
largest of the year, broke new ground in 2023 with an aggressive geographic targeting effort. Using a three-tier system, the campaign focused dollars into the three largest markets in the country: New York, Los Angeles and Chicago, and also diverted funds to several “test” markets, including Atlanta, Seattle, Dallas, Houston, Austin, Minneapolis and others. The campaign also ran nationally using specific audience targeting. The campaign began in midApril and concluded in late August. This campaign also used the “All Ways Welcome” tagline. 101
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The spring/summer campaign this year also included
Target markets for the annual spring/summer campaign are Chicago, New York and Los Angeles. In 2023, a new layer was added to the campaigns of secondary cities that includes several Texas markets (Dallas, Houston, Austin), Atlanta, Minneapolis, Seattle and others.
a new, expanded campaign effort targeting affluent Hispanic/Latino families for travel to Denver. The campaign, developed in conjunction with a noted national consultant, runs under the new tagline, “Listos? Let’s go!”. Mile High Holidays, Denver’s holiday marketing
Regional markets include Colorado (outside of metro Denver), as well as neighboring states and cities such as Albuquerque, Cheyenne, Kansas City, Lincoln, Omaha, Phoenix, Salt Lake City and Wichita. In 2023, additional regional markets were added in Oklahoma and Montana. Markets are evaluated based on a number of factors, including historic performance, website traffic, proximity, prevalence of air lift and multiple other determinants.
campaign, also returned in 2023. The campaign promotes holiday events and festivities, including the return of VISIT DENVER’s Mile High Tree, to local and regional customers in November and December. Mile High Holidays is partially funded by the TID. In 2023, VISIT DENVER also ran several smaller
campaigns to support local programs like Denver Restaurant Week and Denver Arts Week that are discussed in more detail in those respective sections.
D. Niche Markets & Attraction Passes The Bureau continues to market to several key niche markets, as well as offering two multi-ticket cultural attraction program.
VISIT DENVER continued a cooperative program
on Expedia and its family of brands. The campaign, which Expedia used to charge hotels for, is now fully funded by TID funds and promotes the city and partner hotels across the sites all year long.
Cultural & Heritage Tourism National research done by U.S. Travel Association shows that cultural/heritage travelers spend more money, stay longer and are more likely than the average traveler to rent a car and stay in a hotel.
VISIT DENVER also partnered with Denver Art
Museum on a joint campaign to promote two fall/winter exhibitions: Amoako Boafo: Soul of Black Folks and All Stars: American Artists from The Phillips Collection. VISIT DENVER will promote these exhibitions regionally while the museum promotes them locally.
Arts and cultural activity reached a peak in 2019, breaking records for economic activity and impact. Economic activity, which comprises direct and indirect spending from operations, audiences and capital projects, reached $2.3 billion in 2019, the highest amount reported by CBCA (Colorado Business Committee for the Arts). Economic impact, a segment of total activity that accounts for “new money” to the region, also reached a new height at $860 million (CBCA, 2021 Economic Activity Study). The next CBCA Economic Activity Study comes out in November 2023 and we will be able to compare current activities with pre-pandemic levels.
Across all consumer campaigns through July,
VISIT DENVER generated nearly 406 million advertising impressions and nearly 1.9 million visits to the VISITDENVER.com website, the best indicator of demand.
C. Primary Markets Denver is the biggest city in a 600-mile radius. This huge, central/western part of the U.S. represents the largest source for potential leisure visitors who come to The Mile High City for its unique combination of urban adventure and access to outdoor recreation. 102
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The DENVER 2-for-1-TIX program was developed in cooperation with Denver Arts & Venues to provide free marketing opportunities for arts, cultural and entertainment organizations with last-minute ticket discounts of two-for-one. The program generated a database of nearly 17,000 subscribers and achieved a 15 percent average open rate for the weekly e-mail before being paused in March 2020 due to the complications of COVID. VISIT DENVER reviewed this program, and surveyed cultural organizations in the first quarter of 2023 and found that most cultural organizations are not able to provide a 2 for 1 discount. However, VISIT DENVER amplified its Deals and Discounts page on its website to include offers from cultural organizations. Denver365, VISIT DENVER’s online events calendar, offers free marketing exposure for events throughout metro Denver. This year the calendar featured 9,761 events promoted by VISIT DENVER. The calendar continues to include a robust number of in-person events.
Mile High Culture Pass The Mile High Culture Pass, which launched in 2013, was paused in 2020 due to COVID. The Mile High Culture Pass offers admission to some of the city’s most fascinating attractions, all for the bargain price of $37 for a three-day pass for both children and adults. The Mile High Culture Pass resumed operations in April 2022, and performed well with 1,210 passes sold through September 2023, flat to 2019. Mile High Culture Pass Sales • 2023 sales through September: 1,210 • 2022 sales through September: 472 (relaunched in April) • 2021: inactive • 2020 sales through March (inactive after March): 143 • 2019 sales through September: 1,506 The Bureau employs a full-time Cultural Tourism Programs Manager to manage all cultural tourism initiatives, including the Denver365 events calendar, programs such as Denver Arts Week, outreach to the cultural community and management of VISIT DENVER’s neighborhood content program.
Denver CityPASS Denver CityPASS, which launched in May 2018, offers discounted tickets to visit three, four or five of the eight participating Denver attractions with pricing available for both children and adults. The CityPASS is sold on VISITDENVER.com, as well as other CityPASS platforms and retail locations. Although CityPASS has not included the Denver Zoo since 2022 (they opted out due to capacity restrictions), the CityPASS continued to perform quite well in 2023. Through June of 2023, 1,519 total tickets have been sold, an increase of 18 percent compared to 2022 and an increase of 1 percent relative to 2019. CityPASS Sales • 2023 sales through September: 2,428 • 2022 sales through September: 2,303 • 2021 sales through September: 1,221 • 2020 sales through September: 605 • 2019 sales through September: 1,386
Lesbian, Gay, Bisexual & Transgender (LGBTQ+) Markets Destinations around the globe have recognized the value of LGBTQ+ markets because of their propensity to travel. VISIT DENVER works with the LGBTQ+ community to promote the city to these markets, especially around the annual PrideFest, which returned as an in-person event in 2023 with more than 530,000 people attending over the two days. VISIT DENVER was again a sponsor of the event. Denver’s ongoing potential in this market is based on a combination of the city’s strong LGBTQ+ community; its growing reputation for cuisine, shopping, arts, culture and entertainment; and its proximity to the Rocky Mountains. VISIT DENVER is dedicated to showcasing inclusivity in consumer marketing programs using photos and video featuring members of the LGBTQ+ community as well as a committed component of the spring/summer campaign dedicated to this market. 103
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In 2023, VISIT DENVER contracted a writer from the community, who is currently working to release new content for this community.
According to the recently released 2020 Census data, the U.S. is becoming increasingly diverse and multiracial: The Multiracial population has changed considerably since the last census in 2010. It was measured at nine million people in 2010 and is now 33.8 million people in 2020, a 276 percent increase. (2020 U.S. Census)
In addition, in 2023, VISIT DENVER became a member of IGLTA, an LGBTQ+ association that provides information and resources for LGBTQ+ travelers and expand LGBTQ+ tourism globally. Through IGLTA, VISIT DENVER will be amongst Marriott, Disney and American Express, to name a few, to support LGBTQ+ travel while continuing to be the welcoming city that it is.
The Hispanic or Latino population, estimated at
18.7 percent of the population, grew 23 percent since 2010. (2020 U.S. Census) More than 12 percent of the population identifies as
Multicultural Markets VISIT DENVER continues to expand its promotional reach to a variety of multicultural markets. As has been the case historically, both the Hispanic/Latin and Black segments of these multicultural markets are a priority for the Bureau. The Hispanic/Latin market offers potential for growth in leisure travelers to Denver, partially because of the large regional Latin population. For the Black market, the focus is on meetings, conventions and fraternal events, as well as driving leisure travelers to the city. Recently, the list has expanded to include those with disabilities (physical, cognitive, blind/visually impaired and deaf/hearing impaired), as well as the Asian American/Pacific Islander (AAPI) market.
Black/African American. (2020 U.S. Census) There are estimates that there are 80 million U.S.
consumers that qualify as disabled due to one or more conditions, including those with ambulatory, cognitive, hearing or vision impairments. (Exploryst) Hispanics have $1.5 trillion in buying power with
$73 billion spent on travel. (Nielsen) The Hispanic population is projected to grow by
82 percent, compared to only 9 percent for the nonHispanic population. Latin consumers are also the youngest minority group, with a median age of 28 years old. (Nielsen, Diverse Intelligence Series) Colorado is one of the top 10 states where Latin
Denver attracts these segments by showcasing the city’s diverse population, as well as its diversity in dining, shopping, outdoor recreation, cultural events, attractions and unique neighborhoods. As noted above, VISIT DENVER ran a new dedicated campaign to the Hispanic/Latin audience in 2023 and will continue to target this audience at other times of the year. Additionally, photography and video that represent members of these communities are incorporated into brand messaging and marketing to highlight the city’s rich cultural heritage. In 2023, VISIT DENVER was a sponsor and advertised Juneteenth, Black Pride Colorado, Cinco de Mayo and Chicano Music Festival in an effort to support these communities.
consumers are spending their money, totaling $31 billion. (Nielsen, Diverse Intelligence Series) The buying power of the Black population continues
to grow, reaching $1.3 trillion in 2018, up significantly from 1990 when it reached $320 billion. (Nielsen, Diverse Intelligence Series) The disabled market is estimated to represent $1.2
trillion in buying power. (Exploryst) VISIT DENVER maintains a collection of resources devoted to these markets, with much more planned for 2023 and beyond. This includes: An ongoing contract with Essencialize, a local Hispanic/Latin marketing firm, to assist in reaching Hispanic media outlets and Spanish-speaking consumers in target markets.
This effort is critically important to VISIT DENVER’s operations because of the business opportunities these markets represent. VISIT DENVER will continue to serve as a welcoming city to these historically marginalized populations.
National and regional Spanish-language consumer
advertising designed to reach Hispanic/Latin audiences as part of spring/summer, fall and Mile High Holidays campaigns. Expanding diverse content on the VISITDENVER.com
website as well as across the Bureau’s social media channels in what is referred to as an “always on” fashion. 104 VISIT DENVER 2024 Marketing Plan
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E. Competitive Overview
City destinations viewed as competitors for Denver within the Rocky Mountain region and the Western U.S. include: Seattle and Portland: Seattle’s location on the West Coast is attractive; it boasts a vibrant downtown complete with renowned attractions, as well as a reputation for technology and innovation; and the city also offers easy access to many scenic outdoor attractions. Portland (in many ways similar to Denver) has a hip, young atmosphere; a walkable downtown; a bike-friendly reputation; and a strong culinary and craft beer scene. Denver’s proximity to the Rocky Mountains is a plus, but Portland also promotes easy access to Oregon’s wine country and the scenic Oregon Coast. Both cities’ reputation suffered as they became early hotspots for COVID cases. Portland remains in the news as its downtown area continues to be plagued with crime and safety issues and a very visible homeless population.
Many destinations worldwide are investing in marketing efforts and technology, which make it easier for destinations of all sizes to compete for a piece of the travel and tourism pie. Denver has remained competitive in these efforts by positioning the city as an urban destination combined with outdoor activities, but still has myriad of competitors, from national and international cities to cruises, theme parks, outdoor adventure tour operators and beach vacations. Denver must showcase its safe, exciting, unique and compelling offerings to reserve a spot on the “short list” with potential visitors. While high-profile events and conventions have broadened awareness of The Mile High City, consistent marketing and delivering on the promise of a “must-experience” combination of urban destination with outdoor activities are crucial to continued success. Photography, videos and other creative messaging help tell the story of how the spirit of the Rocky Mountains inspires both visitors and locals to explore the city.
Phoenix/Scottsdale: The Phoenix/Scottsdale area
has many five-star resorts and the cities are significantly closer to the major attraction of the Grand Canyon. The two cities have established themselves as sunny destinations for golf and luxury resorts/spas. This is definitely a seasonal competitor during colder months, but extreme heat essentially takes this city off the table for summer travel. In July 2023, every single day of the month saw temperatures in excess of 110 degrees – most of those above 115 – and the nightly low remaining above 90 degrees.
In 2023 and beyond, the competitive edge will go to the destination that not only maintains its brand, but can also deliver on the promise of safety, cleanliness and confidence. Furthermore, the impact of climate change, including extreme heat events and wildfires, became much more important as many U.S. destinations experienced one or both events in 2023. Denver’s generally mild climate, and the lack of significant fire events in 2023, continues to help the city’s reputation.
Salt Lake City: Salt Lake City has a positive image as
a ski destination and is somewhat closer to the mountain resorts than Denver. While it may not have as strong a reputation for urban experiences, it is well known for outdoor activities in the summer as well as winter; and it has made infrastructure investments, from shopping complexes to highways and a new airport that opened in September 2020 to support tourism.
Factors contributing to a positive visitor perception in Denver and Colorado, especially compared to several traditionally competitive cities, include: Strong brand as an outdoor recreation destination, paired with “Basecamp Denver” messaging. Reputation for exciting dining, nightlife and cultural
scenes in a city with diverse, vibrant neighborhoods. Reputation for being easy to get to, paired with re-
San Diego: San Diego is a well-branded West Coast
inforcement of the strength of Denver International Airport and with the appeal of western road trips.
city with must-see urban and outdoor attractions that appeal to all ages. The city has maintained a very positive destination image that includes an “always sunny” weather perception among business and leisure travelers. In addition, San Diego also has a walkable, vibrant downtown; plenty of great restaurants; art and culture; and access to outdoor recreation and beautiful scenery.
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Nashville: This Midwest destination has a strong
Lastly, VISIT DENVER had a title sponsor, Pie Insurance, which sponsored a launch event at the Dairy Block with food and drink samplings. Pie Insurance also had a couple of exciting contests: Win a free dinner for four from Pie Insurance and Enter to win a year of desserts + a one-of-a-kind pastry cooking class.
urban brand and is similar in size to Denver. Its crossroads, mercantile roots mirror Denver’s, and it also left behind a historic downtown that has been revitalized in recent years. Nashville’s superior entertainment and music brand makes this city a draw for younger visitors, especially those on special occasion trips like bachelorette parties and guys getaways.
Denver Restaurant Week 2024 will take place from March 1-10 next year. Program timing is based on data from restaurants compiled from a survey that was sent out just after the conclusion of the 2023 program and other key events happening in the city.
Austin: The Texas capital continues to provide a
world-class visitor experience, attracting people to the state who are drawn by its combination of live music, outdoor experiences (especially on its central river features) and food, particularly barbecue.
For 2024, VISIT DENVER is working on a new website for this program that will create efficiency for the team and an improved platform for restaurants to upload their menus and prices.
F. Local & Regional Tourism Marketing Initiatives Denver Restaurant Week
Denver Arts Week
In its 19th year of promoting The Mile High City’s dining scene, Denver Restaurant Week 2023 continued the established 10-day long format, spanning two full weekends from TEN DAYS. HUNDREDS OF DENVER’S BEST RESTAURANTS. March 3-12. 226 local THREE TASTY PRICES. restaurants participated, up 15 percent from the prior year. According to postevent research: Meals served: 111,000
Initiated by the Bureau in 2007, Denver Arts Week is a celebration of all arts and culture genres in Denver. The primary goals of this local and regional marketing initiative are to generate awareness of Denver’s thriving and diverse arts and cultural activities with residents and visitors, and to help build new audiences for Denver’s arts and cultural organizations.
Revenue generated: $4.4 million in spending at
As in 2022, Denver Arts Week will have a full program in 2023, taking place Nov. 4-12 and included close to 600 events and participation from close to 300 organizations, including signature programs like expanded First Friday Art Walks and Free Night at the Museums. Deals and events, in-person, are being solicited from the cultural community in metro Denver and promoted on DenverArtsWeek.com through a dedicated local marketing campaign, as well as through VISIT DENVER’s social channels.
participating restaurants, delivering a much-needed economic boost to struggling restaurants The three-tiered pricing structure continued as well, offering diners a full, multi-course dinner for either $25, $35 or $45. Although the pricing tiers stayed the same in 2023, with increased food costs, this may not be able to continue in 2024, and will be reviewed with restaurants on what pricing they will be able to provide.
Denver Beer Week
Denver Restaurant Week is supported by a multimedia advertising campaign that includes television, digital ads and billboards, as well as a full complement of public relations, social media and search engine marketing support. The website received more than 2.3 million pageviews, up 22.5 percent from the prior year; while the PR team garnered more than $4.7 million in AVE (Advertising Value Equivalency).
Denver Beer Week was created to position Denver as America’s craft beer capital. It is usually staged around the Great American Beer Festival (GABF), the largest beer competition in the world, and includes a metro-wide campaign promoting all the 106
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beer-related events that happen around GABF. In 2023, Denver Beer Week took place from Sept. 15th - 23rd. As part of Denver Beer Week, the popular Denver Beer Trail digital edition will be updated, featuring VISIT DENVER’s nearly 40 craft brewery partners.
National Tour Association (NTA) consists of nearly 400 tour companies from the United States, Canada and Mexico, and over 1,900 supplier companies such as hotels, restaurants, attractions, bus companies, sightseeing services, publications and other travel-related businesses. As of the beginning of 2022, industry passenger volumes were down 62 percent from preCOVID levels, making it one of the hardest hit parts of the economy. There are still concerns about more variant waves combined with driver shortage, and a recovery is not expected until 2024 at the earliest.
Neighborhoods Initiative Because travelers are seeking authentic experiences, marketing the “hidden gems” found in Denver’s neighborhoods is a great way to showcase the city’s uniqueness. Many of Denver’s cultural treasures, including galleries, theaters, museums, independent shops and chef-owned restaurants are located throughout the city’s diverse neighborhoods.
In addition, 71 percent of tour companies reported making either small or significant changes to their business model, with 32 percent standing pat. Some said they will offer more programs, while others are cutting back. Other changes mentioned include the following: Reduced capacity of bus tours, from 50 people to 36 people Changed payment and cancellation policies Reimagined office with an option to work remotely Less components/meals included in tour packages
Neighborhood content remains an important component on VISITDENVER.com. Updates to existing videos and dedicated landing pages which overview Denver neighborhoods continue on an annual basis to help enhance content.
Announcing and marketing tours much closer to
departure In 2023, as of September, VISIT DENVER received 100 group leads, at par with 101 leads during the same time in 2022.
In 2023, VISIT DENVER worked on making the Neighborhood Guide on the website more user friendly as well as mobile friendly. The written content has been updated to make it easier for visitors to understand the makeup of the neighborhoods, and an interactive map will be completed in Q4, where visitors will be able to click on each neighborhood and see the key aspects of each neighborhood. Videos will also be updated and completed by the end of 2023.
B. Denver & Colorado Trends Expanding on the success of the Hotelbeds Travel Trade Domestic marketing campaign in 2022, which generated 16,779 room nights, in 2023 the Hotelbeds marketing campaign, generated 23,515 room nights YTD September. The campaign runs through November and additional room nights are expected.
DOMESTIC GROUP & TRAVEL TRADE LEISURE MARKET
The Tourism Department tracks all domestic group leads and service referrals generated from specific travel trade clients, small groups, weddings and reunions. Tracked 81 leads and referrals for the domestic wedding market as of September of 2023 compared to 98 for the same period in 2022.
A. National Trends
The American Bus Association includes approximately 1,000 motorcoach and tour companies in the United States and Canada. According to the ABA Foundation Research, the motorcoach industry lost 82.6 percent of its business in 2020, and another 62 percent in 2021. So far, 46 motorcoach companies have closed since the beginning of the pandemic, with more expected to close.
The state of Colorado is seen as a favorable destination for the group tour market with open spaces, national parks and high vaccination rates. Denver is also the gateway to national parks in the Western U.S., which are a desired destination for tour groups post-COVID.
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C. Target Markets & Results
D. Competitive Overview
This market is comprised of tour operators, travel companies, motorcoach companies and non-professional group leaders. These markets are starting to recover, although at par with 2022.
Colorado and the Western U.S. are favorable travel destinations amid COVID risks with open spaces and national parks, putting Denver in position to be the gateway city stopover on motorcoach trips through the West. Denver is the largest city in the state and region, potentially giving it a perception of being unsafe for the group tour market, consisting mostly of clients in a higher age bracket, as is the case with urban areas across the country. Denver and Colorado have handled COVID well compared to other Western U.S. states in our competitive set, even though Denver has more population density and can be seen as a higher risk than other, less-populated in-state destinations. Because of Denver’s remote location in the U.S., a tour from any distance often combines air travel with a motor coach, making air access and air travel sentiment important factors in running a tour that starts or ends in Denver.
Although largely impacted, the Tourism Department continues to service group travel planners in the following segments: Travel Companies – Primarily mature adults and special interest groups such as entertainment, social clubs and individual travelers. Student tours – Primarily music and band performing
groups and educational tours seeking performance venues and clinics, educational activities, hotels and restaurants. Family and class reunions – Individual planners
seeking information on hotels, restaurants and attractions suitable for groups.
Phoenix and Salt Lake City – Both cities offer proximity and easy access to famous national parks, despite Colorado being home to four national parks of its own.
Weddings – Individual planners seeking assistance
with services, venues and hotels. VISITDENVER.com has automated wedding planning services.
Colorado Springs, Grand Junction, Fort Collins and Loveland – These destinations offer a “small town” feel, convenient (often free) motor coach parking, easy access to attractions and the perception of being safer with lower populations. The perception (or reality) of lower hotel prices than Denver also makes them attractive options for an overnight in Colorado instead of in Denver. The Colorado Springs and Pikes Peak area attractions have always been popular for motorcoach groups, and Grand Junction Wine Country has gained recognition in recent years. Fort Collins and Loveland have invested more in tourism marketing in recent years as well.
Tracking of travel companies indicates that 65 companies offered new Denver travel packages in 2023, as of September, compared to 81 in 2022. Rocky Mountaineer continues to be instrumental in increasing the number of travel groups coming into Denver, with the First Passage to the West service from Denver to Moab. The 2023 TourTrackerPro® Report was purchased again this year to estimate the number of room nights in Denver during 2023. Combined with the total number tracked, the total number of room nights in Denver for 2023 is 22,981, up 26 percent from 2022. This includes Hotelbeds marketing campaigns. Leads and referrals generated within the domestic group market were up to prior year, totaling 181 in 2023 and 157 in 2022, as of September. 108
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INTERNATIONAL MARKET
A. Travel Trends to the U.S. 2022 - Recovery
According to the U.S. Travel Association, international visitations to the U.S. are projected to be close to 2019
level at 99 percent. The strong growth of global travel is expected to provide a boost to inbound travel to the U.S. over the medium
term. Strength from markets such as Canada and India, will be complemented by a pick-up in recovery from many European and Latin American markets. International visitations are projected to fully recover by 2025 and 2026.
RECOVERY FORECAST FOR DOMESTIC & INTERNATIONAL TRAVEL VOLUME % Recovered Compared to 2019
2021
2022
2024
2025
116% INTERNATIONAL
111%
104%
DOMESTIC LEISURE
DOMESTIC BUSINESS
110%
DOMESTIC LEISURE
DOMESTIC BUSINESS
INTERNATIONAL
DOMESTIC LEISURE
DOMESTIC BUSINESS
INTERNATIONAL
2023
INTERNATIONAL RECOVERED
109%
RECOVERED
101%
99%
96%
84%
89%
DOMESTIC LEISURE
DOMESTIC BUSINESS
DOMESTIC BUSINESS
INTERNATIONAL
64%
80%
101% RECOVERED DOMESTIC LEISURE
28%
INTERNATIONAL
54% DOMESTIC BUSINESS
96%
2020
DOMESTIC LEISURE
0
39% DOMESTIC BUSINESS
20%
DOMESTIC LEISURE
40%
24% INTERNATIONAL
60%
76%
80%
103%
FORECAST
100%
106%
120%
2026
Source: U.S. Travel Association Travel Forecast, Summer 2023
But key risks and challenges remain, and they have
Brand USA’s marketing initiatives have helped wel-
influenced the longer time frame for a full recovery (2025 or later). These include: • Excessive visa wait times • Unfavorable (i.e., strong dollar) exchange rate • Slowdown in the global economy and recession in many key inbound markets • Increasing global competitiveness • Lack of federal prioritization for inbound travel • Reduced airline capacity for direct travel to China
come 8 million incremental visitors to the U.S. from FY2013 to FY22, benefiting the U.S. economy with $26.4 billion in total economic impact. The U.S. Travel Association advocates for policies and initiatives that will foster international travel to the U.S., including the maintenance of Brand USA funding.
U.S. destination marketers look to the Brand USA
marketing organization to help bolster the image of America as a premier travel destination globally. Currently, Brand USA has active representation in Canada, Mexico, Brazil, U.K. and Ireland, Spain, Italy, Germany, Austria and Switzerland, Benelux, Japan, South Korea, India, China, Australia and New Zealand. Denver has exposure on their global consumer website VisitTheUSA.com and other digital platforms. Brand USA resumed paid media activities in 2022, which continued in 2023.
COVID test regulations remain lifted for international
passengers to enter the U.S.
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Canada and Mexico are critical international markets and in 2023 are expected to represent 50 percent market
share from international markets, which is slightly higher than in 2022. A full recovery to 2019 levels for all international inbound travel is not likely until at least 2026 (U.S. Travel Association). International travelers are an important travel demographic to bolster the economies of state and local
communities as international guests spend more money (an average of $4,200 per visit) and stay longer (an average of 18 nights) according to Brand USA.
RECOVERY FORECAST FOR DOMESTIC & INTERNATIONAL TRAVEL SPENDING % Recovered Compared to 2019 (Adjusted for Inflation)
2024
2025
DOMESTIC LEISURE
DOMESTIC BUSINESS
DOMESTIC LEISURE
INTERNATIONAL
DOMESTIC LEISURE
DOMESTIC BUSINESS
INTERNATIONAL
DOMESTIC LEISURE
2023
103% INTERNATIONAL RECOVERED
106% 94%
93% INTERNATIONAL
105% 92% DOMESTIC BUSINESS
73%
89%
73%
2022
DOMESTIC BUSINESS
INTERNATIONAL
DOMESTIC LEISURE
DOMESTIC BUSINESS
55%
74%
85%
99%
2021
23% INTERNATIONAL
43% DOMESTIC BUSINESS
RECOVERED
104%
2020
2026
0
DOMESTIC LEISURE
20%
DOMESTIC LEISURE
40%
22% INTERNATIONAL
82%
60%
34% DOMESTIC BUSINESS
80%
101%
FORECAST
100%
104%
120%
International travel spending for the U.S. is projected to recover in 2026. Source: U.S. Travel Association Travel Forecast, Summer 2023
Communications, Sales & Marketing Efforts
Online travel agencies (OTAs) like Expedia are a
global marketing asset. Expedia and other OTAs are also striving to package more activities and attractions in destinations by increasing their international marketing efforts. Brand USA has established an international partnership with Expedia to launch consumer marketing programs in which U.S. destinations can invest. VISIT DENVER has partnered with Expedia in the past and will rely on their data to make plans for future marketing investments when and where appropriate.
With the additional funding from the Restoring the
Brand USA Act, Brand USA’s recovery campaign objectives include: • Inspiration: To saturate core markets with United Stories (Brand USA’s video storytelling campaign) destination content and demonstrate the U.S. is ready and excited to have travelers back. (KPIs: impressions, views, engagements) • Consideration and planning: Hyper-local content will allow the campaign to span from the greatest icons and national parks to off the beaten path experiences that locals would recommend. This is also a critical platform for partners to engage with the recovery campaign. (KPIs: clicks, site visits, time on site) • Conversion: Drive activation by partnering with top tour operators and booking engines to nudge consumers down a path to booking in their market. (KPIs: tour operator and OTA bookings, annual ROI study)
International travel to the U.S. still heavily depends
on relationships with international travel companies. The strongest segment for international travel to the U.S. is individual travelers (FITs), rather than traditional group travelers. Most companies that have traditionally worked with travel agents to reach consumers have now added consumer-facing websites. A handful of companies have closed their doors due to the impact of COVID in target markets like Germany, Netherlands and the U.K. However, most international travel companies have benefited from government subsidy programs amid COVID. While many of their employees were fully or partially furloughed, most have resumed working.
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Despite the increases in direct online booking
Tourism Economics provides estimated numbers of international visitors and nights spent in paid accommodations by international visitors to Denver and Colorado. The research does not break down leisure versus business travelers; however, it is estimated the majority is leisure travel. Its numbers are based on the analysis of several data sources: the U.S. Department of Commerce/NTTO arrival numbers, airline passenger data (OAG – Official Airline Guide), credit card spending and Smith Travel Research hotel statistics.
options in many countries, traditional travel agents continue to be important because of their expertise, ability to obtain the best prices and because of the benefits provided by consumer protection laws around travel purchases made with traditional travel companies. Travel agent webinar training has helped update the travel trade on changes to our offerings and continues to be an important part of the international strategy. In 2023, VISIT DENVER was awarded a $500,000
2023 & the Road to Recovery
grant ($250,000 to be used in 2023 and $250,000 to be used in 2024) from the Colorado Tourism Office, which is being used to contract direct Representative PR agencies in Mexico, Canada, U.K., Germany and France. Trade efforts are underway with these agencies as well, where they are helping identify travel trade training opportunities. VISIT DENVER has contracted Hermann Global International on a social listening and search patterns in the U.K. and Germany. The goal is to understand consumer perceptions of Denver; keep visitors in Denver longer, whether their trip is part of a Colorado or US West vacation; understand motivating factors for visitors as they search for places to go and understand what turns off consumers about our destination (and what the misperceptions could exist).
International visits to Denver are expected to grow 42 percent (to 520,700) in 2023, as forecasted by Tourism Economics. This equates to an additional 152,900 more visitor arrivals compared to 2022. International travel spending in Denver is forecasted to grow 51.36 percent in 2022, to $412 million, an increase of $140 million compared to 2021. Tourism Economics is forecasting Denver to recover its international visitors to 2019 levels by 2024, and projecting growth of 113 percent from 2022 to 2027 in international visits, if all things remain the same (that there are no changes to COVID such as a stronger variant, or economic or geopolitical forces that make traveling not viable for key markets in Europe, for example).
B. Travel Trends to Denver & Colorado
In addition, Tourism Economics is forecasting international nights in paid accommodations in Denver will grow 103 percent from 2022 to 2026 to over 2 million room nights.
Denver has a great combination of urban and outdoor experiences that are attractive to international travelers and can take different shapes, attracting different types of travelers at different stages in life or with different preferences. 1 Experienced international travelers looking for a new destination with a dining and cultural scene find Denver satisfies these requirements with the added outdoor and walkable downtown.
INTERNATIONAL NIGHTS IN PAID ACCOMMODATIONS 2,500 2,129
2,000
1,907
1,735 1,550
1,500
2 International travelers looking for a Colorado
vacation that includes skiing or national parks visits.
1,104
1,000 500
3 Those who want the Western or “cowboy”
experience, think Denver is the best city to fly into when arriving in the U.S. Not only does it offer a great experience within the city, but Denver is a great place to start and finish a vacation. It is also a market that is considered to be next on the list for savvy travelers looking for a unique experience.
2,243
500
408
320
2019
2020
2021
0 2022
2023
2024
2025
2026
Source: Tourism Economics
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VISITS FROM TOTAL INTERNATIONAL TO DENVER (in 000’s) 900
FORECAST
800
797.0
781.6
760.4
816.3
719.6
700 637.2
600
573.9 507.0
500 400
421.3
501.2
484.1
580.0
508.2
520.7
443.5 367.8
300 200 100
138.0
117.0
0 2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
Source: Tourism Economics
Denver’s largest source markets for 2023 are Canada (with 175,200 arrivals or 35 percent of total international arrivals), followed by the U.K., Mexico and Germany.
According to Oxford Economics, Denver is outpacing comparable North American cities in 2022 and 2024. INTERNATIONAL VISITS TO COMPARABLE NORTH AMERICAN CITIES - 2023 VS. 2025 (visits in millions)
VISITS FROM TOP 15 MARKETS OF ORIGIN FOR DENVER, 2023 (in 000’s) Canada
175.2
United Kingdom
57.3
Mexico
44.1
Germany
32.0
Australia
24.6
France
22.0
China
13.8
Brazil
11.3
Denver
0.52
New Orleans
0.49 0.46
0.66
Buffalo
0.44
0.63
Salt Lake City
0.41
0.54
0.4
0.6
0
0.2
0.8
1.0
2025 Source: Tourism Economics
South Korea 10.5 Japan 10.3 Netherlands 10.2 India 9.7 Italy 9.7 Argentina 7.2 Switzerland 6.8 25
0.64
Baltimore
2023
0
0.72
50
75
100
125
150
175
200
Source: Tourism Economics
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Trips to Denver tend to be shorter than those to the United States as a whole, with three nights the average length of a trip in 2023, compared to 6.6 nights for the United States. AVERAGE LENGTH OF STAY & SPEND, INTERNATIONAL, CITY VS. COUNTRY - 2023 US$ PER NIGHT
NO. OF NIGHTS
300 250
7.0 DENVER
UNITED STATES
UNITED STATES
6.0 5.0
200 4.0 150 3.0 DENVER
100
2.0
50 0
1.0
$266
$273
3.0
AVERAGE SPEND PER NIGHT
6.6
0
AVERAGE NUMBER OF NIGHTS Source: Tourism Economics
Rocky Mountain International (RMI) – RMI collabo-
Denver’s nonstop international flights to/from DEN have mostly all been restored, including the United Japan flight, which returned in March of 2023. There were also additions, such as: United Munich nonstop flight – April 23, 2022
rates between Wyoming, South Dakota, North Dakota, Idaho and Montana to market the Great American West and pursue the U.K., Germany/ Switzerland/Austria, Italy, France and Benelux markets. In July 2021, RMI resumed full representation in the Nordic countries and Australia/New Zealand. Denver is a gateway city partner represented in all markets, now competing with Minneapolis/St. Paul/ Bloomington.
United London-Heathrow 2x/day – May 7, 2022 Aer Lingus has added direct flights four times a
week to DEN from Dublin Airport (DUB). Flights start on May 17, 2024, available for booking now. Viva Aerobus has also announced a new direct flight twice weekly from DEN to Monterrey, Mexico (MTY), with booking available now for flights starting Jan. 25, 2024. Viva Aerobus will be the 25th airline to operate out of DEN.
Colorado Ski Country USA and Colorado Ski
Industry Partners – Collaborative marketing in Europe, Asia, Australia, Mexico and South America aims to increase the length of stay in Colorado and include pre- or post-ski visits to Denver.
C. Partnerships
Brand USA – Cooperative marketing opportunities
Partnerships are crucial to international marketing successes: Colorado Tourism Office (CTO) – On July 1, 2021 the CTO reinstated its international representation contracts with several countries that were paused in 2020. The office now employs in-market representatives in the U.K., Germany/Switzerland/Austria, France, Australia/New Zealand, Mexico and Canada, which continued in 2023. VISIT DENVER is now contracting, through a CTO grant, the same inmarket representatives in the U.K., Canada, Mexico, Germany and France, while partnering with CTO in efforts to bring visitors from Australia/New Zealand.
are available through the national tourism marketing effort that has fully integrated marketing campaigns and in-market representation in 17 international regions covering over 27 countries. Denver International Airport (DEN) – Increased
collaboration with DEN helps to maintain and pursue new nonstop service to Denver and increase the number of visitors to Denver and Colorado.
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International Beer Festival Alliance (IBFA) – In 2019,
Denver as a gateway to the West, whether that is a
Denver became a partner city in the International Beer Festival Alliance (IBFA), a China-based organization that aims to promote world-renowned beer events and the cities that host them, including the Qingdao International Beer Festival (Qingdao, China), Oktoberfest (Munich, Germany), Toronto’s Festival of Beer of Canada and Denver’s own Great American Beer Festival. No activities occurred in 2020 and 2021. In 2022, the 32nd Qingdao International Beer Festival took place from July 15 to July 31, and then again in 2023. VISIT DENVER’s participation included a video about Denver, and in-person partnership is on pause for the foreseeable future.
fly-drive travel program (e.g., touring itineraries in a car, motorcycle or RV that include Denver and RV rentals by international visitors that require an overnight stay before picking up the vehicle). Group tours (motor coach, mini-bus or van tours)
that include Denver. Denver hotel listings (hotel options only, without
full city package or itinerary). Target countries for Denver are determined by air access and traveler preferences in addition to border openings, resumption of international flights and traveler sentiment. Canada and Mexico rebounded first, due to proximity and flight availability. In 2023, all significant international flights returned with the addition of a United Munich flight starting on April 23, 2022, a London-Heathrow nonstop and twice a day flight that started on May 7, 2022, and a United nonstop flight from Japan that started in March of 2023. Aer Lingus has added direct flights four times a week to DEN from Dublin Airport (DUB). Flights start on May 17, 2024, available for booking now. Viva Aerobus has also announced a new direct flight twice weekly from DEN to Monterrey, Mexico (MTY), with booking available now for flights starting Jan. 25, 2024. Viva Aerobus will be the 25th airline to operate out of DEN.
D. Results For the domestic tour companies, VISIT DENVER has tracked 65 companies with Denver Tours year-to-date through July (compared to 81 in 2022). Travel packages for Denver were also marketed internationally by 291 receptive tour operators, according to a new report purchased this year that is prepared by RMI. Many travel companies have new staff, and we continued to compile new contacts in 2023. In 2023, a total of 4,267 international room nights were tracked through September, through international marketing efforts. Through June 2022, 1,212 room nights were tracked from the available sources.
VISIT DENVER collaborates with Brand USA, CTO, DEN and The Great American West with making sales and marketing plans, to leverage the Bureau’s investment to its greatest potential.
E. Target Markets The Tourism Department markets to international travel companies to encourage Denver features in the following ways: Dedicated Denver hotel + flight packages to promote Denver as a destination. Denver as a gateway to a Colorado vacation,
whether that is a fly-drive travel program (e.g., touring itineraries in a car, motorcycle or RV that include Denver and RV rentals by international visitors that require an overnight stay before picking up the vehicle.) 114 VISIT DENVER 2024 Marketing Plan
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Primary International Target Markets Primary target markets have been picked by the following factors: Performance in 2023
competitors in the West and Midwest, depending on resumption of international flights as well as the handling of COVID going forward, include Minneapolis, Phoenix and Salt Lake City, as well as Chicago, Las Vegas, Los Angeles, Portland, San Francisco and Seattle.
Forecasted performance in 2024 and beyond Nonstop flights
Phoenix and Las Vegas – Phoenix is known for its upscale golf resorts and is a gateway to the Grand Canyon, while Las Vegas is a “must-see” destination for entertainment, gambling and shopping. Both of these cities have strong nonstop international air service and can be used to access many of the national parks in the West without including Denver.
Visa waiver status Geopolitical environment Brand USA, CTO and The Great American West
support and priorities to maximize budget and reach Target Markets:
1 Canada
Salt Lake City – Salt Lake City has good international air access, including nonstop to and from London, Paris and Amsterdam, and is a strong Delta Airlines hub. Utah has retained consistent tourism funding even in the midst of the COVID crisis while other states cut budgets, which allows them to more aggressively pursue international markets.
2 United Kingdom 3 Mexico 4 Germany/Switzerland/Austria 5 France/Benelux
Los Angeles and San Francisco – Both cities have California’s positive destination appeal and many international nonstop flight options. International travelers have traditionally used the large cities on the West or East Coast as gateways to the U.S. These cities offer access to beautiful coastal scenery, golf, national parks and famous attractions, including Universal and Disney theme parks.
6 Australia/New Zealand Secondary Markets:
1 South and Central America 2 Asia Pacific 3 Nordic Countries (Iceland, Norway,
Seattle and Portland – Increased international air service, expanded marketing budgets and nonstop flights to and from Asia, Nordic countries and Europe make Seattle and Portland strong competitors for those travelers wanting to see the Western U.S. In addition, both are strong U.S. gateways for Icelandair. However, Portland and Seattle were in the news for protests in 2020-2021.
Sweden, Denmark, Finland)
4 Italy 5 Japan
F. Competitive Overview Denver’s most obvious competitors have strong nonstop international air service, well-established brands and access to famous attractions including national parks. Now, the handling of COVID and a visitor perception of safety create a competitive advantage for Denver and Colorado. Colorado and the Western U.S. continue to be favorable visitor destinations with open spaces and a strong handling of COVID. Denver acts as the premier gateway to this region. Potential
Chicago – Chicago remains a very strong international gateway for the U.S. when travel returns. Although Choose Chicago (the Chicago Convention and Visitors Bureau) has experienced ups and downs in funding and has closed in-market representation offices in recent years, the city hosted IPW in 2014 and is slated to host again in 2025.
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TOURISM Public Relations Trends The prevalence of optimistic travel and tourism media coverage is often an accurate barometer of a healthy tourism industry. Like leisure travelers, journalists have hit the road again in droves, and they are penning inspirational global travel stories like never before. Year-to-date in 2023, the Communications Department has generated more than $40 million of positive print, broadcast and online earned media coverage featuring Denver as a top travel destination. But, despite this surge of optimism, many headwinds remain in travel journalism, and it has never been more difficult to forecast industry trends.
In-person media marketplaces have returned and are producing record attendance numbers; however, individual media deskside meetings have become more challenging to secure with fewer journalists working regular office hours. The work-from-home trend has become particularly pronounced in the print media industry where fewer writers fill staff positions, and many journalists are less enthusiastic about in-person meetings that require them to leave the comfort of their homes. Despite this uncertainty, the public relations trends below remain relevant and offer a snapshot of a rapidly evolving industry. The Communications Department closely monitors these trends and provides timely digital content for all media with material catered to the outlet and/or target story angle.
Even as widespread travel coverage has resumed, major long-standing travel publications and travel sections across the globe continue to struggle, and the ongoing shift toward digital news continues, further suffocating advertising revenue for media outlets. 116
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Travel Media Trends
Although bloggers and influencers have gained
Although Artificial Intelligence (AI) has become a
more traction in recent years, reputable ones are scarce. As with most online coverage, blogger and influencer placements are difficult to monetize and still do not warrant priority over placements that can achieve a tangible value.
hot (and controversial) topic throughout the media and journalism industry, its use in public relations and travel journalism remains highly ambiguous and suffers from too many credibility and ethics implications to truly forecast its long-term relevance within the industry.
Online photo galleries and Top 10 lists remain
With the ongoing proliferation of digital news, most
popular and are especially beneficial in driving traffic and increasing website page views.
consumers prefer to get their news online, including travel stories, and even a majority of journalists find their news online.
Images are vitally important to all mediums; high
quality, easily accessible photography and videography have become as important as the story itself, and press releases accompanied by photos have a higher probability of earning placement.
The quantity of dedicated travel editors in major
daily news publications continues to decrease, making destination features even more difficult to place. Many have converted to freelance writing, furthering the clutter among journalists competing to place stories.
Editorial coverage continues to shrink in proportion
with the decreasing attention span of readers who are now accustomed to short, concise stories on the web and through social media channels.
The prevalence of freelance travel writers continues
A growing number of online resources are now
to increase, comprising nearly 20 percent of journalists in the industry today. Freelancers face more competition than they ever have to place travel stories in publications offering less real estate for travel topics.
available at the fingertips of today’s prospective traveler, decreasing the reliance on media outlets for travel inspiration. From travel apps on smart- phones to Facebook and Instagram pages to user- generated review sites like TripAdvisor and Yelp, few segments of travel have been changed by the internet more than travel public relations.
Due to diminishing resources in the print news
industry, freelance travel writers no longer receive the resources or the compensation they did in the past, and editors often expect them to play the role of photographer for their stories as well.
The monetary value of online travel editorial gener-
ated by PR is still difficult to gauge; however, advertising value equivalency (AVE) and impressions remain the industry standard for measuring results. Although strides have been made with tracking vendors, there is currently no other widely accepted industry standard for monetizing online editorial placements.
The prevalence of video in travel media across
all digital, social and print mediums continues to grow and stretch traditional standards of reporting. Even many longstanding print publications have embraced the use of video on their websites to complement or replace standard text news placements.
Online travel writers still garner information from
media sections within official destination websites. They expect easily navigable, responsive websites that offer access to photos and provide itinerary planning/mapping tools. 117
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International Media Trends
The Colorado Tourism Office (CTO) maintains
contracts with trade and public relations representation firms in major markets including the U.K., Germany/Switzerland/Austria, Canada, Mexico, France and Australia/New Zealand. With the same in-market representatives in place as Denver, CTO staff regularly pursues press tours to Colorado from these countries with a stop in Denver. Leads for media coverage and press trips are also generated via other alliances, such as Rocky Mountain International (RMI). Each of these media visits requires significant staff time in planning and implementation.
As another sign of travel optimism, global tourism is on the move again in a big way, and VISIT DENVER has officially resumed its international media efforts to inspire more visitation from key travel markets. These efforts focus primarily on Canada, Mexico, the U.K., German-speaking Europe and France, which serve as primary sources of international travel offering nonstop flights to Denver International Airport (DEN). Although international media trends remain subject to long-term, unforeseen changes based on possible new COVID variants, the geo-political climate, global economics and gas prices, the trends below remain relevant and offer a valid snapshot of the industry.
The best methods for developing international
media coverage include hosting educational press trips for journalists; efficiently responding to media requests; collaborating with Brand USA media FAM efforts; and participating in international media promotions or travel trade shows such as IPW, TravMedia IMM marketplaces in London, Berlin and Paris, and Brand USA’s Pan-European Media Forum, where contact can be made with a large number of journalists in one location.
International media face the same challenges from
the internet as American print and broadcast media, and they are reacting in the same manner – shorter stories, less space and fewer articles. Due to the rise of international nonstop flights to
DEN and increased interest in Denver as a destination, the Communications Department spent more time creating itineraries for and hosting international journalists. The number of international media FAMs to Denver has doubled in 2023 along with the number of global placements.
Measurement Trends With the growing prevalence of online and social
content and the difficulty in monetizing its value, many companies are attempting to create and market new qualitative methods to measure media placements, but currently none are widely accepted in the PR industry.
European consumers remain interested in the
American West and the entire Rocky Mountain region with the variety of recreation opportunities and attractions available. Denver generally offers the primary “big city” option on press trips that feature food, culture, sports, shopping and nightlife verticals to create new coverage opportunities.
With less real estate to work with, articles on average
generate a lower AVE. As a result, it takes many more placements to generate the same ad equivalency as in the past. Nonetheless, monetizing results through AVE remains a standard “best practice” in most major convention bureaus and across the global PR industry.
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TOURISM Digital Trends Continued Focus on Privacy & Transparency
This section of the marketing plan discusses the trends within the digital landscape that will inform VISIT DENVER’S digital marketing strategy in 2024. The digital marketing world continues to evolve as it reflects the evolution of current technology and consumer demand.
Consumer desire for privacy and personal data management continues to play a role. For digital marketers, this means continued difficulty tracking user behavior, diminished targeting capabilities, less data to collect and limited ad targeting. Ad spend could become less efficient as a result.
VISIT DENVER will continue its investment in digital marketing strategies and tactics to better target potential and repeat visitors to the city. The team is continuously seeking digital solutions to ensure that Denver stays top-of-mind as the destination of choice for all travelers. Below are digital trends that VISIT DENVER’s team will pay close attention to throughout the year to ensure digital marketing tactics reach the right audiences at the right times to increase tourism from all audience segments.
Data privacy and protection will be a central focal point for digital marketers. There is an increasing divide between corporate data practices and the general population’s expectations around transparency and data privacy.
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Approximately 62 percent of business leaders say their companies should be doing more to strengthen existing data protection measures. The vast majority of the general population respondents (88 percent) also say they want corporations to take the lead in establishing corporate data responsibility.
2 The shift to focus on the quality of the website
Businesses should consider ways to be more explicit and transparent about how consumer data will be used. Most general population respondents (76 percent) say they want more transparency about how their personal data is being used by companies, and 40 percent say they would willingly share their personal data if they knew exactly who would use it and how it would be used (KPMG 2023).
The Role of Artificial Intelligence 2023 saw the explosion of Artificial Intelligence (AI) into the public consciousness, with the introduction and fast rise of generative AI technologies and platforms such as ChatGPT-3.5/4, Bard and DALL-E.
traffic, defined as “engaged” traffic, not by the quantity of website traffic. This shift will mean different metrics and KPI’s and a new framework for all sources that drive brand awareness and/ or traffic to the VISIT DENVER websites.
Generative AI refers to the branch of artificial intelligence focused on creating or generating new content such as original and realistic images, text, music and videos. This involves training machine learning models to understand and learn patterns in existing data to generate new and unique content. Generative AI techniques often use deep learning algorithms such as generative adversarial networks (GANs) and variational auto-encoders (VAEs) to generate content that closely resembles input data. These models learn the underlying patterns and structures of the training data and generate new content based on extrapolation of knowledge.
This will impact any advertising that relies on third party data. In early 2024, Google has announced plans to disable third party cookies for 1 percent of Chrome users, increasing to 100 percent by the end of 2024. The importance of first party data and the use of data clean rooms will become more essential as consumers want to receive trusted content.
Technology Shifts Google Analytics 4 Google’s Website Tracking Includes Machine Learning: July 2023 marked the release of Google Analytics 4 (GA4), ending the usage of Universal Analytics, the dominant analytics platform used on websites for the past 25 years. GA4 is not an updated product, but a new platform, built with an entirely new way of doing analytics. Built to operate in a cookie-less world, link multiple devices, and take consumer privacy into consideration, GA4 is a new data model and a new user interface. GA4’s machine learning combines artificial intelligence and computer science. Using machine learning, GA4 fills in data gaps and provides sophisticated insights into user behavior, trends and anomalies.
Businesses must take proactive steps to understand the evolving connection among brands, AI applications, and the impact on their end consumers, especially as it relates to trust. While consumers are interested in AI and beginning to experiment with the new technologies it powers, there are many open questions regarding how best to deploy AI in service of creating positive, long-term customer relationships. (Kearney 2023) As AI continues to evolve, there are both opportunities and challenges, and certainly many questions that need to be answered for both brands and consumers. Topics such as: misinformation (how to differentiate “real” from “fake”) trustworthiness/trust deficit, data privacy & security, ethical concerns and bias, all remain uncertain.
Arguably the two most significant difference between GA4 and Universal Analytics are:
1 GA4 will track users across mobile apps, multiple
2024 is predicted to see 60 percent of brands planning to pilot, improve or operate generative AI in some way (IBM 2023).
devices and websites all in a single property using data streams. GA4 can follow users seamlessly in a way that Universal Analytics cannot. Although Analytics can track users more efficiently in GA4, protecting user privacy has poked holes in the data Analytics can collect. Machine learning seeks to fill gaps with predictive data.
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The Rise of Streaming Video
4 Prioritize speed and loading time: Improvements
can be made through faster server speeds, keeping page sizes small, optimizing text and images for speed and testing frequently from multiple devices and browsers.
The global video streaming market size has achieved remarkable growth in a year, with the industry valued at $455.45 billion in 2022 and projections to grow from $554.33 billion in 2023 to $1,902.68 billion by 2030 (Fortune Business Insights 2023). There are multiple opportunities to leverage across the digital eco-system: SVOD/OTT/OLV advertising has become more dominant, integration of owned content into websites and further development of video-based platforms for wider content distribution.
Social Media Platforms Overview In 2023, an estimated 4.9 billion people use social media across the world. This number is expected to jump to approximately 5.85 billion users by 2027 (Forbes, 2023).
Consumer Websites
These aren’t users tied to a single platform. The average user now spreads their digital footprint across a staggering six to seven platforms every month, highlighting the need for a multi-platform approach to social media marketing. The launch of “Threads” by Instagram as a text based, real-time answer to Twitter initially caused great buzz, but has tapered off as users of Instagram didn’t necessarily adopt Threads.
Best in class website elements remain constant, but with an increased focus due to privacy, the prevalence of mobile devices, GA4 and Google’s move toward a conversational search functionality.
1 Mobile-Friendly Website: With the rise in popularity of mobile devices, it is important to make sure websites or applications are optimized for mobile devices. Mobile-friendly websites are easier to use and navigate on a smaller screen and are generally more effective than websites that are not optimized for mobile. Some of the best practices to consider when developing mobile-friendly websites or applications include designing content to fit the screen size of a mobile device, keeping the navigation system simple and easy to navigate on a small screen, and reducing the amount of text on the website as viewing it on a smaller screen can be more difficult.
Social media is becoming more than just apps and platforms; it’s a digital environment that’s reshaping the world of marketing. Platforms such as TikTok, Instagram, Facebook and YouTube are the arenas where brands can connect, engage and grow with your audience (Forbes 2023). Facebook remains the most used social media platform in the world, with 2.9 million monthly active users across the world in 2023, but it doesn’t stand alone. YouTube is hot on its heels, clocking in with 2.5 million monthly active users. It will be increasingly important to use social media management tools effectively to manage resources, look for insights and capture traffic. All other platforms including Instagram, Pinterest, Twitter, Threads, BeReal and Vimeo should be evaluated based on their audience and how they contribute to overall business objectives.
2 Clear Navigation System: Navigation should help
users find what they are looking for quickly and easily. It’s important to understand how users will navigate the site and what they will want to find. This goes beyond including links to a few pages and incorporates how you arrange content as well. When designing you’re a navigation system, keep it simple and avoid putting too much information at once on each page.
Short-Form Video The short-form video (SFV) feature from social media platforms like TikTok, Instagram and YouTube continues to grow in the digital space.
3 Authentic & Relevant Content: Google’s algorithms
24 percent of viewers only watch videos longer than 20 minutes in 2022. Short-form videos are ideal for social media and extending brand reach because they have a higher shareability factor.
acknowledge the shift in user behavior and demand, leading to the rapid evolution of Search Engine Optimization. Relevant & interesting content is crucial for websites. A content strategy gives marketers the ability to understand consumer’s expectations and needs as well as what format they prefer to consume the content (video, infographic, podcasts, articles). To appear on Google’s search engine, relevant content will play a bigger role than ever before.
According to 75 percent of participants in a recent Content Marketing Predictions poll, the video will be the most popular type of content in 2023, with short-form video being the most often cited tactic (MarTech Series 2023). 121
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Influencer Marketing Micro-influencers have emerged as having better engagement rates than mega-influencers. Microinfluencers' audiences tend to be more engaged and more likely to act than mega and macro influencers' audiences. A recent study of the domestic leisure traveler indicated 77 percent have not used an influencer to plan travel (Destination Analysts 2023).
With it being more difficult to collect audience information after the email is sent, collecting as much data as possible at the beginning of the customer journey is becoming increasingly important. Robust subscriber data enables segmentation, which ensures every email adds value to the right people, and messaging personalization, which increases engagement and satisfaction.
Email Marketing
Paid Search Marketing
Email marketing has long been accepted as the most cost efficient, highest yield of the digital marketing toolset. Growing an email consumer database is the most valuable source for first party data and enables marketers to communicate with and nurture consumers who have indicated an interest.
Paid Search will continue to play a crucial role in 2024. Search volume is an “always-on” tactic and a good indicator of consumer desire and intent. Some of the biggest paid search trends for 2023 include relying more on first-party data, using AI to draft creative and targeting customers with Google Analytics 4 expanded audiences and machine-learning optimized segments.
Despite the increasing popularity of messengers, chat apps and social media, e-mail has managed to remain central to digital communication and continues to grow in uptake. By 2025, the number of global e-mail users is expected to reach a total of 4.6 billion. Strategic email marketing has become necessary in overall digital marketing strategies. Consumer sentiment toward emails cluttering their inbox and privacy protection changes pose challenges for marketers trying to take advantage of this high-ROI channel.
As VISIT DENVER begins to devise the 2024 paid search strategy, the organization will be integrating the impact of Google Analytics 4 into all strategies & campaigns, including use of GA4 audience insights (new) and using Google’s optimized targeting or audience expansion capabilities (new). Trends that are worth paying attention to: Use of AI for copy or creative optimization
Apple’s implementation of Mail Privacy Protection has changed the email marketing game. Apple Mail Privacy Protection, if enabled on a user’s Apple device, hides the user’s IP address from senders and privately downloads email content once it is received rather than when it is viewed. This has translated into a couple of main pain points for marketers in that every email sent to an Apple device using Apple Mail: Is “opened” by Apple Mail to scan for malicious content, skewing the email’s open rate, which has historically been used by digital marketers as one of the KPIs for an email’s effectiveness. Email marketers are finding different KPIs do not directly impact the number of opens to determine the success of an email.
Voice Search: the increase of mobile devices,
Google’s shift toward conversational search means the use of more conversational language and keywords like “open now” will become increasingly important. Question-oriented keywords will also be used frequently when optimizing text for a voice search. Visual Search: Platforms like Google and Bing allow
users to search for a query by adding a picture instead of using text. For example, by clicking on Google Lens, a user can either upload an existing image or take a photo. The search engine will then search for websites that have that image or a similar image. This is a convenient way that consumers can use to find links to products faster. It’s anticipated that big improvements to this feature will be announced in the coming years.
Cannot produce tracking information typically used
to determine the device, client, demographic data, cross-channel activity or additional IP-dependent information. Less information about the audience makes optimization more difficult.
Video Ads: The rise of short form videos has yielded
an opportunity to leverage existing short form videos for paid search video ads or visual content.
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TOURISM Strategies & Tactics SITUATION ANALYSIS, SWOT & RESEARCH REVIEW
the forecast. International inbound travel's recovery timeline has noticeably improved, thanks to very strong performance from the Canadian market, as well as stronger expectations from key overseas markets such as Brazil and China. Inbound travel volume is expected to reach 84 percent and 99 percent of pre-pandemic levels in 2023 and 2024, respectively (vs 75 percent and 95 percent previously).
Domestic leisure travel remains strong despite
consumer concerns about travel prices and the prospect of a recession. USTA’s forecast for domestic leisure travel volume remains largely the same as in the fall, but inflation-adjusted spending has been slightly downgraded. Domestic business travel is continuing to make a comeback with double digit growth in 2023. Nevertheless, a restrictive monetary policy and an oncoming recession are expected to reign in growth late in 2023 and early in 2024. A full recovery in volume was pushed by a year to 2025. Inflation-adjusted spending is now projected to be at 85 percent of 2019 levels in 2023 (vs 87 percent) and 89 percent in 2024 (vs 91 percent); it is not expected to fully recover within the range of
Continued resilience of the leisure travel market has
surpassed yearly pre-pandemic levels even in terms of inflation-adjusted spending. In 2024, the domestic leisure visitor volume is projected to be 106 percent of 2019, and inflation-adjusted domestic leisure travel spending is projected to be 104 percent of 2019.This market is considered fully recovered in the U.S. and in Denver. 123
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According to USTA, domestic leisure travel will see
Domestic leisure group markets, which include
a return to more “normalized” growth for domestic leisure travel, which remains resilient despite some headwinds. Rapid 2023 growth is expected in domestic business travel, with a slight slowdown toward the end of the year and into 2024 due a stillexpected mild recession. A full recovery in terms of volume has been pushed to 2025 and inflation-adjusted spending recovery remains beyond the range of the forecast A boost in international visitations. While still far behind, international inbound travel is expected to experience the strongest growth of any segment throughout the range of the forecast, nearing full recovery in 2024 and exceeding it in 2025.
motorcoach tours, weddings and other small leisure groups, were more impacted by COVID and slower to come back but continue to generate business leads for VISIT DENVER partners. Online resources have been enhanced to help service these groups. Visitors still favor Denver, Colorado and the Rocky
Mountain West for domestic and international travel. Denver’s urban amenities, coupled with the wide-open spaces and four-season outdoor recreation in the Rocky Mountains, makes the area consistently appealing. In-person events were in full swing in 2023 and will
continue to be an area of focus for VISIT DENVER in 2024 since they are drivers of visitation and good ways to create urgency, particularly among regional and in-state visitors.
A palpable desire to travel in the near term, coupled
with a “new normal” in terms of booking windows, continues to see leisure travelers make their reservations closer to their trip dates throughout 2023. Nearly 37 percent of travelers booked their hotel zero to six days prior to arrival and nearly 70 percent booking within 30 days of travel. (Source: Expedia Traveler Insights Report for Q2 of 2022)
Consumers want travel destinations to exceed their
expectations in terms of the visitor experience, customer service and value versus cost. Therefore, destination marketers are increasingly involved in destination development and management around infrastructure, air service, mobility, attractions, neighborhood development and social issues.
In 2022, Longwoods International tracked a record
36.3 million visitors to Denver, compared to the 31.7 million in 2021, exceeding the previous record of 31.9 million visitors in 2019.Total spending in 2022 was $9.4 billion, which was also higher than 2021 at $6.6 billion and figure above the record $7 billion spent in 2019. 85 percent of the spending came from overnight stays, which represented 55 percent of total visitors.
Denver’s nonstop international flights to/from DEN
have been restored, with the United Japan flight back in April of 2023. New flights have been announced too, Aer Lingus has added direct flights four times a week to DEN from Dublin Airport (DUB). Flights start on May 17, 2024, available for booking now. Viva Aerobus has also announced a new direct flight twice weekly from DEN to Monterrey, Mexico (MTY), with booking available now for flights starting Jan. 25, 2024. Viva Aerobus will be the 25th airline to operate out of DEN.
Denver had a record 580,000 international visits in
2019 with a projected 77 percent decline in 2020 due to COVID according to Oxford Economics. 2019’s record visitation to Denver sets a benchmark for recovery for the international inbound market, which is projected to return by 2024, while international spending and room nights into Denver is expected to recover by 2024 (based on latest Tourism Economics report). Factors that are and will affect international travel are inflation, airport issues (delays or other related problems), visa delays, social unrest and physical safety.
Although they will be some of the last to recover
after the COVID crisis, international markets offer great potential for Denver. VISIT DENVER has made long-term investments in these markets, including hosting IPW in 2018, which will make recovery more successful. VISIT DENVER continues to work directly with both international media and travel companies to keep Denver “top of mind.” VISIT DENVER has also been awarded a CTO grant to keep Denver top of mind in 2023 and 2024 and help recover the momentum that was lost in 2019.
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In 2023 VISIT DENVER continued to invest in
Targeted marketing campaigns remain crucial to
international marketing, focusing on efforts with high visibility as well as trackable room night sales. Some of these efforts include advertising with Air France, Expedia, Brand USA and United Airlines. Additional efforts were made around the U.K. Broncos game, with the understanding that the U.K. is Denver’s largest overseas market, after Canada and Mexico.
drive incremental leisure visitors at a time when meetings and conventions remain limited. Traditional need periods during the first quarter, fourth quarter and weekends continue to be a focus, but with a broader goal of increasing occupancy across the board, year-round, in an effort to drive visitation at all times of the year. Destinations around the country and the world have
Colorado was selected to be part of the MLB World
been successful in leveraging special events to generate incremental overnight visitors. 2023 had successful visitation to in-person events, including annual events such as Cinco de Mayo, Juneteenth Music Festival, Cherry Creek Arts Festival, PrideFest and more. Denver’s cultural attractions staged many significant events, including Denver Art Museum’s blockbuster exhibitions such as Desert Rider; Denver Museum of Nature & Science exhibitions such as After the Asteroid: Earth’s Comeback Story and Bugs. The second half of 2023 is also promising with Denver Beer Week and the return of the Great American Beer Festival; Denver Arts Week, Denver Film Festival and Denver Fashion Week.
Tour, which will visit four different countries in 2024. The Rockies will play a two-game series against the Houston Astros in Mexico City on April 27 and 28, which we will leverage, together with CTO. Partnerships with the Colorado Tourism Office
(CTO), Brand USA and other tourism entities are crucial to extending the audience reach and leveraging Denver’s domestic and international marketing investments. Marketing is now a two-way conversation happen-
ing 24-hours a day. Given the instantaneous sharing of travel experiences, it is more important than ever to monitor social platforms and work with the local community to deliver on the brand promise.
The Denver365 online events calendar also provides
valuable information for both visitors and residents of events.
Destination marketers must develop specific Tracking of leisure marketing efforts remains a chal-
strategies and tactics to attract niche audiences with strong growth potential, including Black, LGBTQ+ and Hispanic/Latino travelers. Inclusion is and will continue to be an important consideration for travelers, and a topic that Denver can greatly leverage in advertising its commitment to diversity.
lenge for all destination marketers. VISIT DENVER follows best practices and industry standards set by the national organization Destinations International (DI). Domestic consumer visitor research done by Longwoods International provides statistically accurate data. New sources include several mobile data providers that serve the tourism market, including Arrivalist and Near, both of which VISIT DENVER subscribes to. Furthermore, domestic leisure group data will be reported by TourTrackerPro® Report to supplement manual tracking of travel trade companies and hotels. Tourism Economics provides a comprehensive annual look at international travelers to 50 U.S. cities, including Denver, and the Tourism Department has started tracking room nights booked during international marketing campaigns in 2023. New in 2023 is the RMI TRIP Report where they are able to track room nights through international Tour Operators.
Content remains “king,” but not all content is equal,
as consumers demand authenticity and relevance. In addition, there is a wide array of online resources for travel planning as well as destination websites. Google, Expedia, TripAdvisor and Airbnb are just some of the potential partners and/or competitors for destination marketing organizations. Furthermore, if content is “king,” then content distribution is “queen.” A strong distribution plan is essential to new content efforts, particularly video with so much increased consumption. New technology (i.e., generative artificial intelligence
platforms like ChatGPT) and the ever-expanding world of social media represent both challenges and opportunities for destination marketers.
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2024 TOURISM SALES & MARKETING STRATEGIES
7 Support, leverage and market annual events, tour-
ing Broadway shows, major music concerts and blockbuster exhibitions and festivals that have the potential to attract overnight visitors and reinforce Denver’s brand.
1 Promote and brand Denver as an open, diverse, outdoor city that offers urban experiences and easy access to Rocky Mountain recreation.
8 Implement local and regional tourism promotions
2 Focus on recovery of international visitation and
including Denver Restaurant Week and Denver Arts Week to strengthen Denver’s brand, including to local ambassadors.
room nights to Denver by marketing the city as a vibrant urban and outdoor, walkable city and attractive destination and gateway city to international visitors, through on-going sales and marketing tactics and, via a grant from Colorado Tourism Office, engage direct consumer and trade media representation in the top international markets of Canada, Mexico, U.K., Germany and France.
9 Market Denver to domestic leisure groups to
generate room nights and provide business leads for VISIT DENVER partners.
10 Measure results of annual marketing efforts and
the effectiveness of specific campaigns to prove value for marketing spend, even as budgets have grown smaller.
3 Develop and implement integrated marketing campaigns using largely digital and online executions, as well as websites, public relations, social media and content distribution tactics, to enhance Denver’s image as a regional, national and international leisure destination.
11 Support DEN in new air service development
efforts and in communicating details of Great Hall improvements.
4 Using Tourism Improvement District funds to
12 Develop and implement proactive public relations
enhance need-period leisure marketing efforts all year long to aid in the recovery of the hospitality industry and for traditional need-period timeframes when visitation to the city is historically at lower levels.
efforts around Denver’s assets and 2024 events to gain more exposure for Denver as a leisure destination, both nationally and internationally.
13 Develop and implement proactive social media
efforts around Denver’s assets and 2024 events, utilizing the most popular channels and features, and with a heavy emphasis on using the social media platforms’ paid opportunities to maximize reach to targeted audiences.
5 Continually review and adjust marketing tactics in an effort to be nimble, more budget-conscious and provide messaging that is appropriate and timely. Target markets are continually monitored to ensure that potential visitors from those markets have a strong track record of visiting the city.
14 Promote and support Denver’s arts and culture
community and its diverse neighborhoods via the Denver365 calendar, DENVER Deals and Discounts, Denver Arts Week, the Mile High Culture Pass, Denver CityPASS, website content and the Cultural Marketing Workshop series, as well as working with Denver Arts & Venues on other citywide cultural initiatives.
6 Identify and pursue regional, target market,
national and international markets with the greatest potential for Denver, including niche leisure domestic markets such as LGBTQ+ and Hispanic/ Latino, to generate the greatest economic impact. 126
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Expand editorial content the Diverse Denver section
15 Build partnerships locally, regionally and nationally to leverage marketing dollars, extend the reach of campaigns and develop new tourism markets for Denver.
VISITDENVER.com, adding information for the following communities: Black/African American, Hispanic/Latino, LGBTQ+, Asian American, Indigenous/Native American and Accessibility.
16 Provide destination information through visitor
Expand editorial content on VISITDENVER.com for
guides, a comprehensive, mobile-friendly website, as well as leveraging the Tourist Information Centers located at Denver Union Station and the Colorado Convention Center to best represent Denver’s brand. Continue to leverage geo-fencing to serve ads to in-market visitors with information on what to see and do in Denver.
topics related to sustainability, highlighting the city’s ability to provide eco-friendly, low-impact visits. Maintain a robust public relations effort that is
built to work with members of the media locally, regionally, nationally and internationally to ensure that the city is viewed in the most favorable light in all published stories.
17 Maintain strong relationships and effective communication with the Mayor’s Office, City departments and elected officials.
Enhance the international sections of the
VISITDENVER.com websites with Spanish-language content, itineraries, articles and information geared toward the Hispanic/Latino audience. Identify the best way to include international landing pages for Chinese, French, German, Italian, Japanese, Korean, Portuguese and Spanish-speaking visitors.
18 Engage with partners to participate in the “Go The EXTRA Mile” hospitality training program as an online program, aiming to establish an ongoing culture of excellence in customer service and hospitality in Denver and provide information about Denver to incoming front line staff.
Maintain a year-round program of electronic
Implement tracking mechanisms for all programs, 19 including the primary annual Longwoods research to learn visitor numbers and spending.
newsletters designed for each individual market that communicates helpful and enticing information and imagery. Collaborate with other organizations throughout the
TOURISM – ALL MARKETS: 2024 TACTICS
community to increase links to VISITDENVER.com websites and to the online events calendar, Denver365.com.
Tourism marketing tactics for 2024 are outlined below, starting with those that are utilized across all three market segments (domestic consumers, domestic groups and international), followed by tactics specific to each segment. In addition, the Tourism and Marketing Departments continually measure and evaluate advertising and marketing programs for each market segment following best practices within the tourism industry.
Design and implement microsites and landing pages
to align with annual marketing programs campaigns to provide customized resources for visitors. Maintain and enhance the Denver365 online events
calendar as a comprehensive resource for both locals and visitors, with continued emphasis on supporting the city’s cultural initiatives and ongoing outreach to all partners and Scientific and Cultural Facilities District (SCFD) organizations to utilize this free marketing opportunity.
Develop, maintain and update content on
VISITDENVER.com, including articles, videos, photography and other resources for visitors, locals, international travelers and targeted niche markets.
Enhance social media and content strategies, includ-
Continue contributions to the VISIT DENVER blog
ing the expansion of video programs and paid social media tactics and use of ever-evolving social distribution channels, in order to augment consumer marketing campaigns.
with content that is both timely (e.g. weekend roundups) and specific (niche topic posts, including those that showcase diversity).
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Continue paid search engine marketing and organic
Produce digital version of the Denver Beer Trail to
search engine optimization strategies to support consumer marketing campaigns and drive consumers to VISITDENVER.com.
direct visitors to VISIT DENVER’s brewery partners. The Denver Beer Trail is typically produced around the time of the Great American Beer Festival and Denver Beer Week.
Maintain and continually update the online Denver
Publicity & Media Relations
photo and video library for use by the Bureau in promoting Denver as a travel destination. Stay abreast of the rapid changes taking place in video so that VISIT DENVER is always offering top-quality footage in the best and most practical manner.
Maintain a database of key local, regional, national
and international travel media and distribute frequent news releases and targeted pitches about Denver, including information regarding new events, attractions and packages.
Create and promote imagery that focuses on Maintain an up-to-date, online Denver press kit for
Denver’s mild climate and outdoor amenities, while also finding ways to communicate the safety of the destination.
journalists around the world. Assist all domestic and international travel writers
Promotional Collateral
on their Denver travel article assignments, providing press kits, photos, b-roll video, customized information, site tours and personal assistance.
Produce the Official Visitors
Guide to Denver & Colorado (OVG) and distribute the publication at locations in the Denver metro area and through a virtual edition on the website, as well as one compatible with iPads. In addition, fulfill any OVG requests generated from advertising, the toll-free number or the internet. In 2023, VISIT DENVER produced 350,000 copies of the OVG in two editions (Spring/ Summer and Fall/ Winter). Quantities for 2024 are being researched.
Integrate “influencers” (freelancers, bloggers,
social media leaders) into press trips, press release distribution lists and deskside meeting opportunities as appropriate, including cooperation with social media staff. Attend regional, national and international industry
meetings, marketplaces and trade shows in order to build relationships with writers and pitch Denver stories. Meetings to be attended include Public Relations Society of America (PRSA), U.S. Travel Association’s IPW, Brand USA Travel Week and the TravMedia International Media Marketplaces in New York City and key overseas markets.
Produce an as-needed quantity of a Denver Cultural
Guide & Map “lure” brochure targeted for leisure visitors to inform them of all there is to see and do in the city and encourage them to stay longer and see more.
Work with Denver international reps in Canada,
Mexico, U.K., German-speaking Europe and France to generate favorable media coverage that inspires travel to The Mile High City.
Produce international versions of the lure brochure
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Work with Denver international reps in Canada and
Measure and track all Denver articles via Cision,
Mexico to conduct media deskside meetings in key feeder cities that offer nonstop air service to Denver.
BurrellesLuce, PR Newswire and TVEyes clipping services, covering consumer press, travel and convention trade press and local media. Quantify print, online and broadcast media advertising value equivalencies (AVE) and impressions, and continue to benchmark additional forms of evaluation.
Work with the CTO and their international in-market
representatives to ensure Denver coverage is included in Colorado media exposure in Australia/ New Zealand, Canada, France, German-speaking Europe, Mexico and the U.K. Continue to evaluate strategies and tactics for additional international markets as needed. Work with Rocky Mountain International (RMI) and their in-market representatives to host media FAMs that may generate media exposure in countries where they maintain a presence.
Conduct deskside tours in major media markets,
including New York, Los Angeles and Washington, D.C. and key domestic feeder markets such as Chicago and Texas (Austin, Dallas and Houston). Measure and track international press coverage
from AVE reports provided by Denver international reps, the CTO and RMI.
Work with CTO on domestic publicity efforts,
Hospitality, Customer Service & Safety Initiatives
participating in press FAMs and special events in key U.S. media markets as appropriate.
Continue to provide an online hospitality training Continue to work with Hispanic/Latino marketing
program, “Go The EXTRA Mile,” launched in late 2023, which includes training sessions for managers and front line hospitality industry representatives annually, and re-evaluate the monthly rewards and recognition program for individuals who go above and beyond to provide excellent customer service to visitors for a version that best works for partners.
firm Essencialize to generate positive press coverage in domestic Hispanic/Latino and Latin American media outlets. When appropriate, host regular receptions for local
travel writers at Denver attractions to build relationships and provide new story opportunities.
Collaborate with the CTO to support Tourism Day at Work with community partners to promote cultural
the Capitol and other educational initiatives aimed at increasing local awareness of tourism’s economic and cultural value to the community.
and holiday weekend events as they return, including Cinco de Mayo, PrideFest, Cherry Creek Arts Festival, Independence Eve Fireworks and other events as needed.
Continue to work with the City and community
organizations on initiatives that improve the visitor experience in Denver, including supporting Denver’s efforts to end homelessness and Colorado Hotel & Lodging Association’s efforts to provide education and job placement within the hospitality industry; collaborating and supporting the Downtown Denver Partnership’s Security Action Plan, launched in 2016; and working with the City to address safety issues that may impact visitor perceptions of Denver.
Promote in-market special programs including the
Colorado Michelin Guide, Denver Restaurant Week, Denver Arts Week and Mile High Holidays to improve the city’s national image and drive incremental visitors. Promote unique city attractions including: exhibits
at Denver Art Museum, Denver Museum of Nature & Science, the History Colorado Center, Meow Wolf and more; music and sporting events, new hotels and resort offerings; and Denver Union Station, in tandem with messaging about Denver’s iconic attractions such as Red Rocks Park & Amphitheatre.
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Tourist Information Centers
DOMESTIC CONSUMER MARKET: 2024 TACTICS
Identify technologies to support visitors and
promote all there is to see and do in Denver and Colorado and effectively represent VISIT DENVER partners.
VISIT DENVER implements annual integrated advertising and marketing campaigns. The goal is to encourage leisure visitors, both regionally and nationally, to select Denver as their destination of choice.
Use “geo-fencing” location-based digital technology
to deliver destination information to in-market visitors in proximity to visitor attractions and services.
Research by Denver-based BrandJuice developed the current brand positioning: Uplifting by Nature. Denver is a vibrant outdoor city at the base of the Rocky Mountains with a natural energy that heightens every moment. The research also concluded that the Rocky Mountains and Denver are inextricably linked in the minds of consumers, a trend that is even more pronounced during the pandemic.
Collaborate with Denver Union Station (DUS) to
continue to operate the Tourist Information Desk at this important transportation hub for rail service connecting downtown and DEN. Work with DEN to identify visitor services opportuni-
The development of the 2024 consumer advertising campaigns will be based upon the brand positioning research and the consumer insights provided from various sources on the sentiment of travel in a postCOVID world.
ties through the Great Hall construction project. Continue to operate the CCC TIC during conventions
and public shows.
The 2024 campaigns will: Continue to position Denver as a welcoming, outdoor city with urban experiences and access to the Rocky Mountains.
Develop additional strategic partnerships to enhance
visitor services and provide comprehensive visitor information.
Partnerships & Alliances
Incorporate a more authentic, less-packaged look
Maintain existing relationships with media partners
and feel to the advertising creative that better represents Denver’s casual vibe and open-minded attitude.
including KCNC-CBS4, Westword and 5280; marketing partners like CTO, DEN, RMI and airlines; and other cultural and corporate partners, to leverage dollars and effectively reach potential Denver visitors.
Showcase urban adventures in a realistic,
experiential style, whether featuring arts, culture and dining, or biking, hiking and sports.
Maintain and enhance existing network of affiliations
including: City and County of Denver, DEN, Colorado Ski Country USA, CTO, Tour Colorado, DDP, Denver Hispanic Chamber, the Colorado Office of Film/ Television/Media, SCFD, Japan America Society of Colorado, RMI, Grand Circle Association, Destinations International (DI), U.S. Travel Industry Association (USTA), Brand USA, National Tour Association (NTA), American Bus Association (ABA), Student Youth Travel Association (SYTA), Colorado ski resorts and Visit USA committees in target international markets and the new Rocky Mountaineer.
Utilize the city’s best photography and videos to
help showcase Denver as an outdoor city that offers urban adventures. Considering the continued high interest in moun-
tain-based activities, leverage the spirit of the Rocky Mountains within the creative and the editorial, including via the new “Basecamp Denver” strategy.
Overall Advertising & Marketing Tactics For all consumer marketing efforts, strategies are decided, goals are established and a media and creative plan is created in cooperation with the Bureau’s agency of record, Karsh Hagan. The contracted search marketing agency Location3 and the Bureau’s PR, social media, website and content teams are also involved in campaign planning and execution. 130
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Target niche markets that represent opportunities
Customized messaging, creative and website content are developed for each campaign window detailed below. However, all consumer marketing campaigns will: Utilize digital and video-based advertising vehicles, varied by campaign. Digital vehicles have been VISIT DENVER’s preferred vehicles, due to their trackability, but also their financial efficiency and flexibility in terms of changes and cancellations. Improvements in video-based advertising includes a move away from traditional broadcast due to its cost and onerous cancellation policies and in favor of emerging platforms like pre-roll video, “over-thetop” TV (OTT) and connected TV (CTV), usually delivered via set-top boxes like Apple TV and Roku, that allow brands to advertise through streaming services like Hulu and Amazon Prime.
for growth, including Hispanic/Latino and LGBTQ+. Feature special hotel rates and/or hotel packages for
year-round and seasonal marketing campaigns. Promote the Mile High Culture Pass and the Denver
CityPASS created specifically for visitors, both offering joint tickets several attractions at a bargain price. Leverage PR efforts, media outlets and other
partners to extend the reach of the campaign. Track each campaign separately via a variety of
survey methods and digital tracking technologies. Longwoods return-on-investment research will be used to determine effectiveness of individual campaigns. Arrivalist reports will be used to determine visitation lift attributable to advertising on a campaign-by-campaign basis. Adara Impact will be used to determine post-exposure hotel sales. Google Analytics will be used to determine performance of campaigns on the VISITDENVER.com website. Facebook Insights will be used to determine performance of paid social media campaigns.
Customize marketing messages to better target
families, couples, travelers by generation, cultural travelers, foodies and other niche audiences with household incomes that indicate an ability to travel and interests that align with Denver’s brand and product. Utilize search engine optimization and keyword
Digital Advertising
buys to capture consumers searching for destination information on Google and other search engines.
The Bureau invests a large portion of the consumer advertising budget into digital tactics, knowing these vehicles represent the most cost-effective, trackable way to achieve a broad national reach, geo-target specific areas and communicate with specific consumer segments and niche audiences. Digital advertising and marketing vehicles for 2024 will include:
Include parallel social media advertising components,
primarily Facebook and Instagram, but also Pinterest and other emerging platforms. Include long-form and short-form video content for
distribution via digital advertising and paid social media.
Display banner ads via programmatic digital
advertising networks that effectively and efficiently deliver advertising on desktops, laptops, tablets and mobile phones.
Leverage the draw of outdoor activities and cultural
offerings, as well as the attractions and experiences Denver has to offer year-round.
Multiple promotions, content and advertising
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“Pre-roll” video use of campaign commercials on
SPECIFIC CAMPAIGNS IN 2024
digital networks, as well as expanded digital video distribution channels like CTV and OTT.
VISIT DENVER’s Marketing and Tourism Departments are committed to actively marketing Denver in 2024 via a proven mix of paid, earned and owned marketing tactics. The team will be closely monitoring all available data to determine the optimal campaign mix for 2024, as well as the right tactics for the right situation.
Rich media advertising that incorporates video and
interactive engagement. Electronic newsletters via trusted opt-in subscription
services.
Budget for campaigns, particularly regional efforts, will include a mix of funds that includes Tourism Improvement District dollars.
Collaborations with native content distribution
platforms. What follows below is a projected list of campaigns and tactics based on the staff’s current evaluation of the tourism landscape and marketing opportunities.
Paid social media campaigns via VISIT DENVER’s
social media platforms.
National Campaigns
Search engine optimization and campaign-driven
keyword buys on Google, Yahoo and Bing.
Spring/Summer Campaign Upon evaluation of Longwoods 2023 ROI research and additional analysis from staff and ad agency Karsh Hagan, the media plan for the 2024 spring/summer campaign will be designed to concentrate advertising dollars where there is the best potential to convert overnight visitors and will be developed to reach specific long-haul target markets and national audiences.
VISIT DENVER’s monthly e-newsletter communica-
tions to more than 100,000 consumer subscribers. Distribution of Denver content via social media
platforms, mobile applications, sponsored content and other new outlets. Ongoing review of analytics to determine campaign
Target markets: These markets are expected to
effectiveness and return on investment in order to allocate dollars most effectively to drive engagement and convert visitors. This includes the Arrivalist platform that can provide data about how advertising influences rates of arrival, as well as new providers like Near Media (formerly Uber Media).
continue to expand from previous spring/summer campaigns. The ability to expand into new target markets is a result of new tools in media buying that allow ad spending to be more efficient and targeted. New market options will be evaluated based on multiple factors, including historical performance, availability of airlift, website traffic and others. Target markets typically see a higher number of advertising vehicles and greater media weights. The 2023 target market list was Chicago, New York City and Los Angeles.
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Hispanic/Latino Campaign New in 2023 was a groundbreaking campaign targeted to affluent customers in the Hispanic/Latino market. The campaign is a modified version of the Spring/ Summer effort, but tailored to be more appealing to a market that wants to be communicated to in ways authentic to their cultural heritage.
Test markets: Several other large cities were given
increased media weight due to a similar list of factors as the target markets, though these cities were generally smaller. Test markets in 2023 included Dallas, Houston, Austin, Seattle, Atlanta and Minneapolis. National markets: Improvements in digital advertis-
ing technologies have allowed VISIT DENVER to have robust national coverage of the spring/summer campaign, a tactic that is well-supported by data. Denver receives significant visitation from a multitude of large metro areas that cannot receive the full target market treatment due to budget constraints (e.g. Philadelphia or Miami), and so the national plan relies on precision behavioral targeting in order to maximize impact to those long-haul visitors with an interest in Denver, while minimizing wasteful ad spending.
The effort was developed in collaboration with Karsh Hagan and a national Hispanic marketing consultant that helped shape the positioning and messaging of the campaign. The campaign used the revised tagline of, “Listos! Let’s Go!” and was implemented attract family and girls getaway trips. The Hispanic campaign employed new tactics and ran in new markets. For the first time ever, a campaign ran in national podcasting channels with host-read promotions. Additionally, due to its concentration of target customers, the campaign was the first ever to run in dedicated markets in Florida, as well as additional markets in California not covered by the traditional Spring/Summer campaign.
Overall, the spring/summer campaign will: Utilize marketing and advertising vehicles with the best value for the investment with a heavy emphasis on digital vehicles and video-based advertising. Feature brand messaging and creative. Include messaging and creative to promote PrideFest
and expand the LGBTQ+ marketing timeframe to generate overnight visitors throughout the campaign.
This campaign is expected to run again in 2024. Winter Campaign A new effort launched in 2023, the strategy of this campaign is designed to promote Denver to those seeking winter resort experiences in Colorado, but who are not currently intending to visit Denver.
Implement PR and advertising efforts to reach
Hispanic/Latino audiences. Drive to corresponding content on the
VISITDENVER.com website. Include public relations efforts and organic and
While VISIT DENVER has always encouraged mountain adventures as part of selling Denver, the winter campaign takes this further by taking advantage of the increased interest in Colorado as an outdoor destination. The campaign highlights a wide variety of urban experiences that visitors can do before heading up to the mountains.
paid social media tactics. Implement content distribution tactics across a wide
variety of platforms. Include hotel deals and packages. Leverage blockbuster exhibitions, concerts and
touring shows in partnership with arts and cultural organizations and Denver music venues.
The campaign uses sophisticated behavioral and interest targeting via digital media, paid social media channels and a unique partnership with Outside Magazine, rather than geographic/demographic targeting, to identify those with an interest in outdoor activities.
Provide cooperative advertising opportunities for
VISIT DENVER partners.
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Three cultural events (e.g. museum exhibitions or
This campaign will exclude Colorado residents and several western states with similar amenities and focus on affluent, long-haul national markets.
touring Broadway shows) Three music events, typically at Denver’s larger
venues of Empower Field, Ball Arena, Coors Field and Red Rocks
Online Travel Agency (OTA) Co-op VISIT DENVER intends to continue the successful OTA co-op on Expedia that was initiated during the height of COVID in July of 2020. At that time, the Bureau began underwriting a program that hotels had paid for themselves pre-COVID, but were unable to continue due to financial constraints.
Three festivals or special events
These events are then promoted extensively via digital display banners, eNewsletter advertising, streaming audio and paid social media, all of which direct visitors to a landing page on the VISITDENVER.com website where more information about these, and other, events can be found.
Through the co-op, VISIT DENVER places advertising across the Expedia family of brands, including Orbitz, Travelocity, Hotels.com and other sites. The advertising drives users to a dedicated Denver hotel deals page that includes all VISIT DENVER metro-area hotel partners.
Regional markets: In-state markets (outside metro Denver) and neighboring markets such as Albuquerque/ Santa Fe, Cheyenne, Kansas City, Lincoln, Omaha, Phoenix, Salt Lake City, Billings, Oklahoma City, Tulsa and Wichita. Dallas receives these regional ads due to the frequency with which people from that market visit the city, and they also receive national ads as well.
The program has been enormously successful, generating nearly 65,000 room nights and more than $14 million in hotel through August.
Regional Campaigns Always-On Events Campaign Regional visitors can, in some way, be thought of as the city’s “best” customers. Though they may not stay as long or spend as much as long-haul visitors, they make up for that with the frequency of their visitation and lifetime value. Research indicates that the average regional guest has visited the city more than 10 times, and in many ways they are always planning their next trip. Research also indicates that these visitors typically plan very last minute, usually within 30 days of their trip. Due to their familiarity with the city, they are frequently motivated by short-term opportunities such as museum exhibitions, music concerts and cultural festivals.
The campaign will: Provide additional time-specific reasons to visit, including other events such as concerts, festivals and cultural exhibitions.
For these reasons, VISIT DENVER maintains a campaign that run from February through October that exclusively promotes large-scale events selected for their likelihood of attracting regional visitors. Each month, six to nine events are selected for promotion:
Incorporate enhanced marketing opportunities for
Utilize advertising and marketing tactics including
digital display banners, electronic newsletters, streaming radio and other tactics. Incorporate public relations, as well as paid and
organic social media. Feature hotel rates that provide a value proposition
for potential overnight visitors.
partners. Drive to corresponding content pages on
VISITDENVER.com. 134
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Mile High Holidays Campaign
Target markets: In-state markets (including metro) and metro areas in neighboring states (see regional markets list on previous page).
For the 22nd consecutive year in 2024, VISIT DENVER will implement the Mile High Holidays advertising campaign that communicates all there is to do in Denver during the holidays from Thanksgiving to New Year’s Eve and provide a value-based call-to-action for great hotel rates. The campaign also aims to drive visitors to Denver in January, especially to experience the National Western Stock Show & Rodeo. The goal is to entice consumers to make plans for a quick holiday vacation or January getaway.
The campaign will: Provide time-specific and seasonally appropriate reasons to visit Denver during the holidays, including light displays, seasonal shopping and holiday markets, holiday performing arts and the like. The campaign will specifically promote Thanksgiving weekend, Christmas weekend, New Year’s Eve and the National Western Stock Show. Utilize advertising and marketing tactics including
digital display banners, electronic newsletters, streaming radio, billboard/out-of-home and other tactics. Incorporate public relations, as well as paid and
The November-January timeframe is typically a need period for Denver because there are fewer meetings and conventions. Hotels are also able to offer more attractive rates during this timeframe, a trend that is expected to continue into 2024.
organic social media. Collaborate with hotel and industry partners, as
well as CBS Colorado, Comcast, Westword, 5280 and Spanish-language outlets.
In 2019, VISIT DENVER implemented a new, highly visible attraction to drive more awareness for Denver as a must-visit holiday destination. The 110-foot-tall “Mile High Tree” was constructed in Sculpture Park in the Denver Performing Arts Complex, launching Thanksgiving weekend and continued through January 2020.The Mile High Tree is set to return in 2023 at the same location in Civic Center Park as 2022, co-located with the Denver Christkindlmarket.
Feature hotel rates that provide a value proposition
The long-term goal of promoting the Mile High Tree and similar holiday attractions and activities is to establish Denver as a city that offers an unforgettable holiday experience, including the City & County Building, Denver Union Station, Zoo Lights and Blossoms of Light, the new Luminova installation at Elitch Gardens, Night Lights at the D&F Tower, as well as holiday performing arts, unique holiday shopping and more.
Incorporate enhanced marketing opportunities for
for potential overnight visitors, including special New Year’s Eve packages. Focus on the strong retail and shopping offerings
within the metro area. Develop specific messaging and creative to reach
Hispanic/Latino audiences.
partners. Drive potential visitors to MileHighHolidays.com, a
customized website featuring events, hotel rates/packages and shopping information. Note: Regional campaigns are fully or partially funded by the Tourism Improvement District. 135
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Denver Beer Week
LOCAL CAMPAIGNS To enhance Denver’s brand, foster local awareness and collaboration, VISIT DENVER implements several annual promotions which allow partners to participate at minimal or no cost to them. A customized website is created for each campaign, allowing VISIT DENVER partners to gain visibility for each of their organizations and businesses. Advertising tactics generally follow similar patterns and will rely heavily on digital and video-based tactics, as well social media and PR efforts.
Celebrating Denver’s reputation as one of America’s greatest beer cities, Denver Beer Week (DBW) was in its 15th year in 2023. Promoted as “nine days of all things beer,” DBW is anchored around the existing Great American Beer Festival (GABF) and takes advantage of the huge amount of press that Denver’s beer scene receives over this time period, with the country’s best beer writers in town to cover GABF.
Denver Restaurant Week
In 2022, Denver Beer Week returned from Sept. 30-Oct. 8, anchored on GABF and promoting more than 160 beer-related events. In 2023, the campaign will include the elements below. Denver’s largest culinary celebration, Denver Restaurant Week (DRW) aims to grow Denver’s culinary reputation both within and outside of the city.
Target markets: This campaign will run exclusively in Metro Denver. The event receives regional promotion through the Always-On Regional Campaign.
Entering its 20th year in 2024, Denver Restaurant Week will take place from March 1-10, with a new website that will make it easier for restaurants to engage with and enter their menus, as well as create efficiencies for the team.
The Denver Beer Week marketing efforts will: Catalog hundreds of beer-related events throughout Denver. Participation is free and open to partners and non-partners alike. Have a dedicated website with a comprehensive list
Target markets: This campaign will run exclusively in Metro Denver. The event receives regional promotion through the Always-On Regional Campaign.
of events. Utilize advertising and marketing tactics including
The marketing efforts will: Feature an estimated 200+ participating restaurants offering fixed-price meals.
billboard/out-of-home and other tactics. Include a variety of PR, social media and content
tactics, including a very popular bus tour where VISIT DENVER hosts dozens of credentialed media on a tour of the city’s newest breweries.
Have a dedicated website with a comprehensive list
of restaurants and special menus that is sortable by neighborhood, cuisine and price point.
Publish the latest edition (digital) of the Denver Beer
Kick off with the launch of the menus in late January
Trail for 2024/2025.
or early February.
Include partnerships with the Brewers Association
Utilize advertising and marketing tactics including
and Colorado Brewers Guild.
digital display banners, electronic newsletters, streaming radio, billboard/out-of-home and other tactics. Include a variety of PR, social media and content
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Denver Arts Week
Leverage partnerships with organizations including
Denver Arts & Venues, Denver Film, Denver Art Museum, Denver Museum of Nature & Science, Denver Fashion Week and other cultural institutions. Increase the reach of the campaign via sponsorships
and partnerships with CBS Colorado, Comcast, The Denver Post, 5280 Magazine, Westword, RTD, etc.
Niche Markets: Multicultural, Cultural & Heritage & LGBTQ+ Travelers
This annual fall marketing promotion, which is focused on getting the word out about Denver’s rich arts and cultural assets, is celebrating its 18th year in 2024. Its goals are to increase awareness of the vibrant arts and cultural scene in The Mile High City and to generate new customers for arts organizations, from performing arts and film to art districts and art galleries. The campaign also features blockbuster exhibitions and more than 400 other events like Denver Film Festival, gallery openings, performing arts and more.
VISIT DENVER strives to reach niche markets via specific tactics integrated into annual consumer campaigns as appropriate. Tactics include: Implement multicultural marketing vehicles within
the domestic consumer marketing programs, with a focus on the Black, Hispanic/Latino and LGBTQ+ consumers. Engage diverse arts and cultural organizations and
In 2023, Denver Arts Week is expected to continue as a full nine-day promotion, including signature events, taking place from Nov. 3-12, 2023.
events in VISIT DENVER’s marketing efforts with a full-time cultural tourism programs manager. Feature arts and cultural events prominently on
Target markets: This campaign will run exclusively in Metro Denver. The event receives regional promotion through the Always-On Regional Campaign.
VISITDENVER.com on Denver365, the online events calendar, as well as encouraging Tier III arts organizations to take advantage of these free marketing opportunities, the annual Denver Arts Week promotion and the four marketing workshops.
The marketing efforts will: Feature more than 150 arts organizations and an estimated 400+ events.
Continue to work toward additional partnerships
events calendar linked to Denver365 and cultural discounts.
around Denver365 and enhance opportunities with the City and County of Denver websites and citywide cultural plans.
Utilize advertising and marketing tactics including
Continue to promote the Mile High Culture Pass,
Have a dedicated website with a comprehensive
which is a three-day pass for seven attractions, for only $37. In addition, the pass offers value-added discounts at other cultural attractions.
digital display banners, electronic newsletters, streaming radio, billboard/out-of-home and other tactics.
Promote the Denver CityPASS, which offers
Promote three signature events: First Friday Art
discounted tickets for three, four or five of eight of the city’s top attractions with savings of up to 48 percent on combined ticket prices.
Walks, Free Night at the Museums and Denver Film Festival. Through partnerships, the event also promotes Denver Film Fest and Denver Fashion Week.
Implement the annual Denver Arts Week celebration
Be very inclusive with no charge to participating
of Denver’s rich cultural community to increase awareness and generate new audiences for arts and cultural organizations, galleries, and Denver’s creative neighborhoods.
organizations to gain exposure in the advertising campaign. Highlight Denver’s diverse and creative
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Continue to host bi-annual Marketing Workshops for
Update the featured neighborhood content on
diverse arts and cultural organizations, to encourage collaboration, discuss VISIT DENVER’s cultural programs, provide marketing insight for cultural organizations and advocate for cultural vitality within the community.
VISITDENVER.com, including expanded videos, photos, editorial, maps and links to more information for 16 neighborhoods. Highlight neighborhood locations within Denver
Restaurant Week, Denver Beer Week and Denver Arts Week promotions.
Partner with arts and cultural organizations to
promote exhibitions and further establish Denver’s brand as a strong arts and cultural urban destination.
Encourage neighborhoods to leverage free
marketing opportunities offered by VISIT DENVER, including the VISITDENVER.com website, DENVER Deals and Discounts and Denver365.com events calendar.
Engage a local Hispanic/Latino marketing company
to provide expertise on PR efforts to reach these audiences.
Events & Festivals Initiatives
Engage the LGBTQ+ Task Force to determine best
practices, PR opportunities and website tactics to reach leisure travelers, as well as engaging this group to help attract LGBTQ+ meetings and sporting events.
In 2024, VISIT DENVER will once again develop a comprehensive approach to the attraction and promotion of events and festivals that have the potential to draw overnight visitors and increase tourism in the future, especially during need periods. This approach will use some or all the following tactics:
Partner with LGBTQ+ events such as PrideFest to
attract overnight visitors to Denver. Event Attendee Intercept Research: Prior to 2020,
Renew membership with IGLTA, a LGBTQ+ organization that provides free travel resources and information while continuously working to promote equality and safety within LGBTQ+ tourism worldwide.
real-time intercept research was implemented at certain events to determine the percentage of outof-town visitors, as well as to learn how many stay overnight and use paid accommodations. Events planned for surveying in 2024 may include: PrideFest, Fan Expo (formerly Denver Pop CultureCon), Denver BBQ Festival, Cherry Creek Arts Festival and Great American Beer Festival, as well as high-profile sports events.
Neighborhood Tourism Initiative VISIT DENVER continues to use the city’s vibrant, diverse neighborhoods in tourism marketing efforts, knowing visitors are seeking authentic, local experiences.
Mobile Data Research: In addition to the on-site
In 2023, VISIT DENVER revamped these efforts to include a more user-friendly experience on its website by including an interactive map by neighborhood and updated the videos to reflect their current vibrancy. Feature neighborhoods in Denver brochures, editorial and other marketing vehicles.
surveys, multiple mobile data platforms will be tracking these events to supplement the existing research. These platforms use aggregated, anonymized data created by mobile devices to create broad visitor profiles that will allow VISIT DENVER to understand visitor volume, percentage of out-oftown visitors, home location of visitors, length of stay and other points of interest they visit. 138
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Event Producer Partnerships: In many cases,
DOMESTIC GROUP MARKET: 2024 TACTICS
VISIT DENVER has a direct relationship with the event producer and can partner with them to receive more detailed attendance information, particularly for paid, ticketed events. This serves as further reinforcement of data derived from the above two sources.
The goals for all marketing efforts in the domestic group market are to generate leads and referrals for Bureau partners, expand Denver product in the marketplace and increase overnight leisure group visitors to Denver. These market segments will continue to be evaluated annually. The tracking of room nights from these groups is based on self-reporting, and gathering that information continues to be challenging. Wedding room nights are the most difficult to track and the lead room nights will be used for specific tracking of those room nights in 2024. However, group tour room nights will be tracked using the new TourTrackerPro® Report and manual reports from domestic travel companies and hotel partners.
Evaluation of Consumer Marketing Programs VISIT DENVER follows the Destinations International (DI) standards and best practices for all marketing program tracking, reporting and return on investment (ROI) evaluation. Implement annual visitor profile research via
Longwoods International to provide visitor numbers, spending data, feeder market information, trends, demographics and visitor perceptions.
Direct Sales Efforts The Tourism Department maintains a database of travel companies and builds relationships with travel trade clients to maintain and enhance Denver product offerings. The department works with travel planners (including small groups, weddings and reunions) to distribute RFPs for hotels, attractions, venues, transportation and other activities. The sales staff provides planning assistance for group itineraries, unique activities and performance/event venue options.
Obtain data on how Denver’s tourism growth
compares to the national tourism growth. Conduct advertising effectiveness and return on
investment research to determine how certain ad campaigns are influencing potential visitors’ intent to travel to Denver, as well as their actual travel behavior (e.g., visitation rates, spending) that is attributable to campaign activity.
The online RFP process for wedding planners is automated to minimize the human resources needed to generate leads and referrals for VISIT DENVER partners. Online RFPs already generate the majority of weddings leads. The two premier group travel trade shows in the U.S. are American Bus Association (ABA) Marketplace and National Tour Association (NTA) Travel Exchange. The department will alternate attending one of the two group tour trade shows each year. The Tour Colorado organization represents Denver at many group tour trade shows and VISIT DENVER receives details to follow up with clients.
Use technology tools like Google Analytics to analyze
website visitation patterns and mobile data providers to tie exposure to ad campaigns to in-market visitation, as well as length of stay and origin markets of visitors. Use a variety of syndicated research studies to
evaluate Denver’s performance against national benchmarks and trends. Track results associated with specific campaigns:
• Website activity (including visits, pageviews, • • • • •
on-site engagement, time on site, bounce rate, click-through data for partners, etc.) Smith Travel Research hotel reports Rocky Mountain Lodging reports Newsletter subscriber database growth Digital advertising metrics including clickthrough rates Social media engagement
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Evaluation of Domestic Group Programs
VISIT DENVER partners with CTO, DEN, Colorado ski resorts, Rocky Mountaineer and other alliances such as RMI and Brand USA to implement the majority of the international marketing tactics.
VISIT DENVER implements ongoing evaluation of existing markets to determine where best to deploy resources. Annual tracking, which follows DI best practices, focuses on information obtained from clients, hotels and the TourTrackerPro® Report:
RMI and CTO alliances currently provide in-market representation and assistance for Denver marketing efforts in the following countries: the U.K., Germany/ Switzerland/Austria, France, Belgium, Italy, Netherlands, Nordic countries, Mexico, Canada and Australia/New Zealand. VISIT DENVER also works with DEN, the airlines and Brand USA to reach other important markets.
Number of room nights generated. Number of leads and referrals generated. Number of new or enhanced travel products created
by travel companies. Furthermore, VISIT DENVER has been awarded a CTO grant for 2023 and 2024 efforts, to generate momentum lost from the pandemic, through renewing direct representation for Mexico, Canada, U.K., Germany and France.
Number of companies featuring Denver in their
travel products and itineraries. Number of weddings and other small groups
serviced.
Direct Sales Efforts The Tourism Department communicates regularly with the database of travel company clients to maintain current products and encourage expansion of Denver travel product. Leads and referrals are generated for VISIT DENVER partners. The department is working with state and regional partners to participate in inperson trade shows, sales missions and educational trainings for travel companies and travel agents. Brand USA programs like the USA Discovery Program online agent training, Global Marketplace, and market-specific, virtual agent trainings give Denver exposure to travel company clients. Brand USA is now engaging in in-person tradeshows and sales missions, which will be evaluated for 2024 participation. VISIT DENVER works with marketing partners in target markets to maintain free exposure and will evaluate opportunities for paid co-ops with travel company clients in target markets as appropriate.
INTERNATIONAL MARKET: 2024 TACTICS With international nonstop flights back, with opening of borders and lifting of COVID restrictions, and with new nonstop routes being evaluated for 2024, the Tourism Department will focus on the top markets of Mexico, Canada, U.K., Germany and France. Recovery of Asian markets will be evaluated with the addition of the United, Japan nonstop that resumed in 2023. To increase the number of international visitors to Denver, the department implements tactics to educate travel companies and consumers about what Denver has to offer, maintain existing Denver travel product in the marketplace and encourage development of new travel product featuring Denver. The department plans to work closely with key airlines in 2024, as it did in 2023 with Air France and United, to implement digital marketing campaigns to attract visitors.
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Trade Shows & Sales Missions
Site inspections for travel company representatives are normally implemented to showcase the city and increase Denver’s exposure in travel company packages. The Tourism Department also assists the Communications Department with international media visits.
VISIT DENVER will participate in in-person trade shows and will participate in CTO sales missions in target markets in 2024, depending on budgets and market conditions. The following 2024 sales mission & trade show dates have been set and are subject to change.
Visit USA committees in each country are made up of international travel trade companies and U.S.-based destinations with the goal of promoting travel to the U.S. Membership in Visit USA committees provides virtual trainings, web listings, brochure distribution at travel shows and newsletter exposure to consumers, media, and travel companies. VISIT DENVER maintains Visit USA memberships in the U.K., Ireland, Germany/ Switzerland/Austria, France, Italy, Netherlands, and Australia. Visit USA participation in Belgium, Japan and Nordic countries requires in country rep participation to take advantage of opportunities. For Japan we utilize CTO membership and for Nordic and Belgium we utilize RMI membership.
GO WEST SUMMIT February 25-29, 2024; Lake Tahoe, NV This trade show features one-on-one appointments with the world’s top tour operators, travel companies, media representatives and airlines in Western U.S. destinations. The Bureau targets companies who are currently promoting winter and summer group and individual travel programs to Denver, as well as new companies with the greatest potential for Denver. Denver averages 80 appointments. MOUNTAIN TRAVEL SYMPOSIUM April 14-17, 2024; North Lake Tahoe, CA Mountain Travel Symposium is the single largest and longest-running annual gathering of mountain travel professionals in the world. Appointments will be held with representatives from multiple countries to market Denver as a pre/post stopover for winter snow sport travelers. Appointments with domestic ski clubs will also take place.
Consumer Marketing The Tourism Department implements online and print marketing vehicles to reach consumers, in cooperation with travel companies, state or regional partners and Brand USA. VISIT DENVER will evaluate cooperative consumer marketing opportunities with Brand USA, CTO and RMI in target markets. The department will also evaluate opportunities for targeted digital marketing campaigns with partners like Expedia, Hotelbeds, Airlines and key OTAs and Tour Operators in specific target markets in 2024.
GREAT AMERICAN WEST ROUNDUP (BY RMI) April 16-22, 2024; Casper, WY This tradeshow, hosted by one of the RMI state partners, includes one-on-one meetings with an estimated 40-50 international tour operators, receptive operators and in-market representatives from the targeted countries of the U.K., Belgium, France, Italy, Netherlands and Germany, as well as Nordic countries and Australia/New Zealand.
Brand USA offers international cooperative consumer marketing opportunities via in-language content packages, custom in-country multi-channel campaigns, a national inspiration guide and the VisitTheUSA.com website. VISIT DENVER will evaluate the cooperative marketing opportunities and participate with Brand USA as appropriate to further extend the advertising reach.
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Evaluation of International Marketing Programs
U.S. TRAVEL ASSOCIATION’S IPW May 3-7, 2024; Los Angeles, CA IPW is North America’s premier international marketplace with international travel trade and media representatives from 70+ nations conducting business negotiations to generate inbound travel to the United States. VISIT DENVER hosts an average of 80 individual travel company appointments each year and also participates in appointments in the CTO booth. In addition, the PR team has 40 appointments with journalists in the media marketplace.
VISIT DENVER maintains a database of international and receptive travel companies that are focused on bringing international visitors to the United States. Annual market evaluation is based on the following reports and measurements: Tourism Economics Global City research of per
country visitors, spending and room nights to metro Denver.
BRAND USA TRAVEL WEEK October 2024; London, U.K. Trade show for travel company representatives from across Europe and U.S. destination marketers. Past location was England and the location for 2024 is to be determined. Approximately 100 travel company representatives attended to participate in three days of appointments and educational sessions. Each U.S. destination has the potential for 36 appointments over three days.
Number of consumer room nights booked during
marketing campaigns and room nights reported by travel companies. Number of leads and referrals generated, and
number of site inspections hosted. Number of new or enhanced travel products created
by travel companies.
INTERNATIONAL SALES MISSIONS – TBD VISIT DENVER will participate in international sales missions in collaboration with CTO, with the goal of maintaining and growing Denver travel products and generating additional exposure within the international target markets which include Mexico, France, U.K., Germany, France and Australia. The missions are typically a combination of meetings with travel company decision makers and airlines, travel agent trainings and media events.
Number of companies featuring Denver travel
products. Impressions from marketing programs. Brand USA research. Individual target market analysis and product
inventory as available.
TOURISM INDUSTRY TRADE SHOWS & SALES MISSION 2024 CALENDAR DATES
TRADE SHOW
LOCATION
Feb 25-29
GO WEST SUMMIT
Lake Tahoe, NV
April 14-17
MOUNTAIN TRAVEL SYMPOSIUM
North Lake Tahoe, CA
April 16-22
RMI ROUNDUP
Casper, WY
May 3-7
U.S. TRAVEL ASSOCIATION’S IPW
Los Angeles, CA
BRAND USA TRAVEL WEEK
London, U.K.
October TBD
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VISIT DENVER HISTORY & ORGANIZATION
VISIT DENVER History & Organization A Short History of VISIT DENVER, The Convention & Visitors Bureau ABOUT VISIT DENVER, THE CONVENTION & VISITORS BUREAU
In 1908, Denver hosted the Democratic National Convention in a brand-new building – the Denver Auditorium Theatre. The event was so successful in generating press and economic development for Denver that city leaders decided to create an agency to attract more conventions. In 1909, the Denver Convention Bureau was organized as a private trade association with the mission of bringing conventions and meetings to The Mile High City. It was only the sixth convention bureau in the United States. Today, there are more than 800 destination marketing organizations.
VISIT DENVER, The Convention & Visitors Bureau is a not-for-profit trade association with over 1,200 business partners (members) that contracts with the City of Denver to market Denver as a convention and leisure destination. With an annual forecasted budget of $46.5 million in private and public funding and 65 full-time professionals, VISIT DENVER’s goal is to bring conventions and tourists to Denver for the economic benefit of the city, the community and Bureau partners. As VISIT DENVER continues to rebound from the pandemic, the 2023 estimated actual revenue is projected to be $44.6 million which surpasses the 2019 budget of $41.3 million. Staffing has increased from 2021 and is back to 2019 levels. The Bureau’s budget is derived from partnership fees of approximately $1 million, private fundraising and advertising sales, and from 3.75 percent of the Lodger’s and Tourism Improvement District (TID) Taxes in the City and County of Denver. The Bureau is governed by a 39-member Board of Directors that is elected by the Bureau partnership and includes two
In 2008, the bureau rebranded using the trade name VISIT DENVER, once again hosted the Democratic National Convention and in 2009, celebrated its 100th anniversary. In 2024, VISIT DENVER will celebrate 115 years of promoting Denver and Colorado. 143
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STAFFING
Denver City Council members. In addition, there are five Lifetime members, up to 16 Community members that include two members appointed by the Mayor of Denver and two honorary members.
The Bureau’s staffing levels are well below prior years due to the pandemic. Current staffing levels support the Bureau’s ongoing ability to generate demand and continue to grow the economy.
The Bureau is an accredited Destination Marketing Organization, a designation awarded and maintained by Destinations International (DI), the industry association for bureaus and related organizations.
The following is an overview of the staffing and departments within the Bureau:
Communications
VISIT DENVER Commitment to Diversity, Equity & Inclusion
The department is responsible for all print, broadcast and online messages and media relations. The current department staff consists of one director, one manager and a coordinator.
At VISIT DENVER, we believe that travel makes the world a smaller and more connected place. It brings people together and fosters interaction among diverse cultures. It builds understanding, appreciation, empathy and respect for one another. This core philosophy is a big part of who we are as a community and why Denver is one of the top destinations in the country to live and to visit.
Convention Sales The department is responsible for marketing Denver as a meeting and convention destination. Goals are to increase the number of meetings and conventions held in Denver, generate awareness of Denver as a preferred meeting destination and build community awareness among city and hospitality constituents, encouraging them to support Bureau sales and marketing programs. Located in Denver, Washington, D.C. and Chicago, there are 16 individuals dedicated solely to sales efforts, covering different markets, but working together to achieve a common annual room night goal. The department also includes a senior vice president, an associate vice president, a director, an executive assistant, three coordinators and an information analyst who provides support to the sales team.
The Mile High City embraces and celebrates people of all races, ethnicities, abilities, gender identities and sexual orientations. We believe that Black lives matter and we reject any form of racial injustice. We also acknowledge that there remains a long road ahead to achieve true equity for all historically oppressed communities.
The Bureau contracts with two independent sales professionals to develop convention sales leads through telemarketing and e-mail sales efforts. This initiative, known as the B.E.S.T. (Bureau Extra Sales Team) program, started in 2004.
With this in mind, VISIT DENVER continues to renew its pledge of awareness and action to create change, both within our organization and in our city. While VISIT DENVER has consistently supported diversity, equity and inclusion, we also believe that we can, and we must, do better. We are committed to making these core values a way of life for our organization, our partners in the hospitality industry and our visitors.
Denver Sports Commission The Denver Sports Commission was founded in 2001 to help bring high-profile sporting events to Denver. In December 2012, the Board of Directors of the Metro Denver Sports Commission (Denver Sports) voted to align themselves with VISIT DENVER's sports marketing efforts, effective January 2013. Under the direction of VISIT DENVER, the Denver Sports Commission has continued to serve as a clearinghouse and resource for all sporting event organizers interested in Denver as a future location. The executive director of Denver Sports is responsible for attracting premier amateur and professional sporting events to Denver.
In addition to a newly formed board advisory committee to assist VISIT DENVER with its community DEI initiatives, a staff consultant was contracted and has developed a three-year program of education and training.
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Destination Services
travel. The department consists of a vice president, a director of web & content, a digital design manager, a marketing manager, a social media manager, a web marketing manager and a coordinator. The Bureau contracts one content manager in support of the VISIT DENVER website.
The department is responsible for assisting conventions and meetings coming to Denver by acting as a liaison between Bureau members, city facilities and planners. They also facilitate any needs the client may have to ensure that the group returns to the city for future meetings. The department currently consists of one director, one associate director, three citywide destination managers, a manager, two coordinators and an assistant.
Partnership & Foundation The department is responsible for the sales, servicing and retention of the Bureau’s 1,200+ partners (members) and oversees advertising sales for the Bureau. The department generates approximately $1.9 in private revenue annually, from partner dues, advertising sales and partnership cooperatives. Revenue continues to lag from the $3.3 million earned in 2019 as partners continue to struggle with their recovery from the pandemic. The department also plans events for the VISIT DENVER Foundation, which awards scholarships to college students pursuing degrees in the tourism industry. The department consists of a director, a services manager and two coordinators. The Bureau also contracts with an independent sales professional to generate new partners and sell advertising.
Executive The department is responsible for overseeing the daily business operations of the Bureau. The president/CEO delegates departmental management authority to a vice president in each of the respective areas: Conventions, Marketing, Tourism and Finance & Administration. The director of government & community affairs serves as the Bureau’s liaison between city and state governments, the Board of Directors and the business and residential communities on all issues pertinent to the Bureau’s mission, especially those public policy and infrastructure issues that have potential to impact the tourism or meetings climate, positively or negatively. The department consists of the president/CEO, a director and an executive assistant.
Tourism The department is responsible for promoting Denver as a year-round leisure destination to domestic and international travelers with the goal of increasing leisure visitors for Denver. The department also manages the “Go the EXTRA Mile” program and branded programs such as Denver 365 (Events), Denver Arts Week, Denver Beer Week and Denver Restaurant Week. The department consists of a vice president, a tourism senior sales manager, one cultural tourism program manager and a coordinator. Additionally, the department manages two tourist information centers located in the Denver Union Station (DUS) and in the Colorado Convention Center (CCC). Due to the pandemic, the California Street location has been closed permanently. In addition, due to the current renovation of the airport terminal, that location is closed as well.
Finance & Administration The department is responsible for internal/external customer service and support which includes the areas of finance, administration, human resources/payroll and information technology. The department consists of an executive vice president, an accounting director, a human resources director, an accounting manager, a human resources manager, three information technology managers, an accounting assistant and an office administrator.
Marketing & Digital Marketing The department develops an integrated marketing program to promote Denver as a premier travel destination for conventions, meetings and leisure
SUMMARY VISIT DENVER HEADCOUNTS 2023
EMPLOYEE TYPE
2022
Full Time (FTE)
59
65
10.2%
Part Time
6
7
16.7%
TOTALS
65
72
10.8%
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PERCENT CHANGE
VISIT DENVER 2023 BOARD OF DIRECTORS
VISIT DENVER
Andrew Feinstein
CEO & Managing Partner EXDO Group Companies
2023 Board of Directors 2023 EXECUTIVE COMMITTEE Greg Feasel Chair
President & COO Colorado Rockies Baseball Club Brent Fedrizzi Chair Elect
Co-President & COO AEG Presents Rocky Mountains & PNW Jack Finlaw Past Chair
President & CEO University of Colorado Foundation Leon Barnes Co-Chair, Convention & Tourism Advisory Committee
VP of Human Resources Comcast Cable Corporation
Luis Benitez Co-Chair, Convention & Tourism Advisory Committee
Chief Impact Officer Trust for Public Land David Coors Secretary
Beth Gruitch
Shareholder Brownstein, Hyatt, Farber & Schreck, LLP Nick LeMasters Co-Chair, Government & Community Affairs Committee
President & CEO Cherry Creek North Business Improvement District Greg Leonard Treasurer & Chair, Audit/ Finance Committee
General Manager Hyatt Regency Denver at the Colorado Convention Center
Councilmember, District 10 Denver City Council
Mike Ferrufino
President & CEO Colorado Hispanic Chamber of Commerce Kourtny Garrett
President & CEO Downtown Denver Partnership Debra Johnson
Damani Leech
President Denver Broncos Football Club
CEO & General Manager Regional Transportation District
Janice Sinden Chair, Nominating Committee
Cindy Parsons
Executive Director, Sustainability & ESG CSG International
Deborah Jordy
President & CEO Denver Center for the Performing Arts
Hollie Velasquez Horvath Co-Chair, Government & Community Affairs Committee
Allen Paty
Amie Mayhew
General Manager, Doubletree Hotel Denver Complex
Regional VP Xcel Energy
Denise Pflum
Richard W. Scharf
General Manager Hilton Denver City Center
President & CEO VISIT DENVER (non-voting)
Brian Roth
2023 BOARD OF DIRECTORS
Regional Sales Director United Airlines
Paul Andrews
Matt Bell
Bruce A. James Co-Chair, Special Projects Committee
Chris Hinds
President & CEO Denver Metro Chamber of Commerce
Chief Marketing, Experience & Customer Officer UCHealth
A. Barry Hirschfeld (Lifetime Board Member) Executive Committee
President & CEO Sage Hospitality Group
Frederick and Jan Mayer Director Denver Art Museum
Manny Rodriguez Denver Sports Commission Liaison
President & CEO National Western Stock Show & Rodeo
Walter L. Isenberg Co-Chair, Special Projects Committee
Christoph Heinrich
EVP & Director of Banking Services Vectra Bank of Colorado
VP of Next Generation Beverages Molson Coors Beverage Company
President & CEO A.B. Hirschfeld & Sons
Partner Crafted Concepts
Todd D. Munson Chair, Roadmap & Strategic Issues Committee
J. J. Ament
Jorge Sanchez
President Hermes Worldwide Transportation
Senior VP of Venue Operations Kroenke Sports & Entertainment
Amanda Sandoval
Councilmember, District 1 Denver City Council
Albus Brooks
VP of Business Development & Public Affairs Milender White Matthew Burkett
CEO & Founder The Flyfisher Group
President & CEO Colorado Hotel & Lodging Association Melanie Mills
President & CEO Colorado Ski Country USA Sonia Riggs
President & CEO Colorado Restaurant Association Kate Rizzo
General Manager Centerplate/Sodexo Live! Phil Washington
CEO Denver International Airport
Dan Scherer
Tim Wolfe
SVP of General Management & Market Development OUTFRONT Media
Director of Colorado Tourism Office State of Colorado
Frank Schultz
LIFETIME BOARD MEMBERS
Owner & CEO Tavern Hospitality Group
Jennifer Chang
Executive Director Scientific & Cultural Facilities District
Ed Gerrity
District Marketing Manager (Retired) Delta Air Lines
Senior Director of U.S. Federal Civilian VMware
Rob Venus
Rob Cohen
Sid Wilson
Co-Chief Executive Officer (Retired) Robinson Management, LLC
2023 COMMUNITY BOARD MEMBERS (non-voting)
Al Timothy
General Manager Freeman
Chairman & CEO IMA Financial Group, Inc.
President A Private Guide, Inc.
David L. Corsun
Director & Associate Professor Fritz Knoebel School of Hospitality Management, Daniels College of Business, University of Denver
John Adams
General Manager Colorado Convention Center
Navin C. Dimond
Edward A. Robinson
VP of Public Affairs (Retired) MillerCoors HONORARY BOARD MEMBERS Governor Jared Polis
CEO & Chairman Stonebridge Companies
Mayor Mike Johnston
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VISIT DENVER EMPLOYEE DIRECTORY
VISIT DENVER
Deanna Bonifate Coordinator, Convention Sales
303.571.9427 dbonifate@visitdenver.com
Employee Directory EXECUTIVE Richard W. Scharf, Jr. President & CEO
303.571.9415 rscharf@visitdenver.com Vicki Aycrigg Executive Assistant
303.571.9462 vaycrigg@visitdenver.com Allison Kohn Director, Government & Community Affairs
303.571.9466 akohn@visitdenver.com
CONVENTION SALES Lee Ann Benavidez Senior Vice President, Sales & Services
lbenavidez@visitdenver.com Stephanie Kettner Executive Assistant, Sales & Services
303.571.9401 skettner@visitdenver.com Vacant Associate Vice President, Convention Sales Sean McNamara Director, Convention Sales
303.571.9443 smcnamara@visitdenver.com Sheila Provenzano Sales Director, Midwest Region
720.693.3275 sprovenzano@visitdenver.com Lester Robinson Sales Director, Washington, D.C. Region
303.229.0135 lrobinson@visitdenver.com Tyler Adams Citywide Sales Manager
303.571.9419 tadams@visitdenver.com Gysela Fillingham, CMP Citywide Sales Manager, West Region
303.571.9461 gfillingham@visitdenver.com Angie Jasper Citywide Sales Manager
303.571.9460 ajasper@visitdenver.com Tim Litherland, CMP Citywide Sales Manager, Sports & Specialty Markets
303.571.9429 tlitherland@visitdenver.com
Sophie Duyos Coordinator, Convention Sales
Amanda Rodriguez, CMP Citywide Sales Manager, East Region
303.571.9407 sduyos@visitdenver.com
303.571.9441 arodriguez@visitdenver.com
Kristen Satkowiak Coordinator, Convention Sales & Denver Sports
John Craig Corporate Sales Manager, East Region
303.571.9455 ksatkowiak@visitdenver.com
303.571.9489 jcraig@visitdenver.com
DENVER SPORTS Matthew Payne Executive Director, Denver Sports
Leah Gutstein Sales Manager, Washington, D.C. Region
303.571.9460 mpayne@denversports.org
303.571.9430 lgutstein@visitdenver.com
MARKETING & BUSINESS DEVELOPMENT Justin Bresler Vice President, Marketing & Business Development
303.571.9408 jbresler@visitdenver.com Carly Baldwin Coordinator, Marketing
303.571.9469 cbaldwin@visitdenver.com Emily Hall Manager, Marketing
303.571.9448 ehall@visitdenver.com Lisa Osborne Manager, Social Media
303.571.9470 losborne@visitdenver.com
TOURISM Flavia Light Vice President, Tourism
303.571.9442 flight@visitdenver.com
Lisa Bruening Manager, Senior Sales
303.571.9445 lbruening@visitdenver.com Earl Frost-Parsons Manager, Cultural Tourism Programs
303.571.9423 efrostparsons@visitdenver.com Kelly Nowlen Coordinator, Tourism
303.571.9422 knowlen@visitdenver.com
COMMUNICATIONS & PUBLIC RELATIONS Jesse Davis Director, Communications & PR
FINANCE & ADMINISTRATION Jeff Ruffe Executive Vice President, Finance & Administration
303.571.9450 jdavis@visitdenver.com
303.571.9413 jruffe@visitdenver.com
Viveca McDonald Corporate Sales Manager, West Region
DESTINATION SERVICES Vikki Kelly, CMP Director, Destination Services & Events
303.571.9444 vmcdonald@visitdenver.com
303.571.9414 vkelly@visitdenver.com
Stephanie Pilakowski Association Sales Manager, West Region
Tiffany Eck, CMP Associate Director, Destination Services
ACCOUNTING Kelly Beren Director, Accounting
303.571.9426 spilakowski@visitdenver.com
303.571.9449 teck@visitdenver.com
Caroline Campbell Manager, Communications & PR
303.571.4451 ccampbell@visitdenver.com
303.571.9409 kberen@visitdenver.com
Daniel Wakefield Association Sales Manager, Midwest Region
Theresa Blankenau, CMP Citywide Manager, Destination Services
Abby Schirmacher Coordinator, Communications & PR
Jillian Zachary Manager, Accounting
303.571.9428 tblankenau@visitdenver.com
303.571.9418 aschirmacher@visitdenver.com
Gina Gaytan Citywide Manager, Destination Services
WEB & CONTENT MARKETING Salim Bourget Director, Web & Content
303.571.9484 dwakefield@visitdenver.com Sammy Bianchi Association Executive Meetings Manager, East Region
303.571.9404 ggaytan@visitdenver.com
303.571.9403 sbianchi@visitdenver.com
Jeremy Schwartz Citywide Manager, Destination Services
Samantha Jacobs Corporate Executive Meetings Manager, West Region
303.571.9421 jschwartz@visitdenver.com
303.571.9482 sjacobs@visitdenver.com
Liz Perrott Manager, Destination Services
Kaycee Powell Corporate Executive Meetings Manager, East Region
303.571.9464 lperrott@visitdenver.com
303.571.9446 kpowell@visitdenver.com Kelsey Santistevan Association Executive Meetings Manager, West Region
Daniel Gibbins Coordinator, Destination Services
303.571.9453 dgibbins@visitdenver.com
303.571.9439 ksantistevan@visitdenver.com Harry Emerson Convention Information Analyst
303.571.9425 hemerson@visitdenver.com
Emily Westphal Coordinator, Destination Services
303.571.9457 ewestphal@visitdenver.com Janielle Holloway Assistant, Destination Services
303.571.9447 jholloway@visitdenver.com
303.571.9478 sbourget@visitdenver.com
303.571.9431 jzachary@visitdenver.com Valerie Farrell Assistant, Accounting
303.571.9437 vfarrell@visitdenver.com HUMAN RESOURCES Brenda Garcia Director, Human Resources
Vacant Manager, Web Marketing
303.571.9412 bgarcia@visitdenver.com
Lexi Compton Manager, Digital Design
Emily Narwold Manager, Human Resources
303.571.9438 lcompton@visitdenver.com
303.571.9452 enarwold@visitdenver.com
PARTNERSHIP & FOUNDATION MC Genova Director, Partnership & Foundation
Denny Bayford Administrator, VISIT DENVER Office
303.571.9440 mcgenova@visitdenver.com
303.571.9420 dbayford@visitdenver.com
Lauren Huffer Manager, Partnership Services & Events
INFORMATION TECHNOLOGY John Ianni Manager, Information Technology
303.571.9405 lhuffer@visitdenver.com
303.571.9411 jianni@visitdenver.com
Melissa Ramirez Coordinator, Partnership Data & Systems
Mark Merrit Manager, Information Technology
303.571.9481 mramirez@visitdenver.com
303.571.9456 mmerritt@visitdenver.com
Harley Webb Coordinator, Partnership Advertising
Will Swearengin Manager, Information Technology
303.571.9477 hwebb@visitdenver.com
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303.571.9416 wswearengin@visitdenver.com
1555 California Street, Suite 300 Denver, Colorado 80202
VISITDENVER.com