2024 Operational Plan

OPERATIONAL 2024

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TABLE OF CONTENTS

1 MESSAGE FROM THE PRESIDENT 3 ABOUT VISIT JACKSON 5 BOARD & STAFF 9 SITUATIONAL ANALYSIS 13 STRATEGIC PILLARS 14 EDUCATION 15 ADVOCACY 17 PARTNERSHIPS 18 DEVELOPMENT 19 DESTINATION DEMAND 23 ACTIVITY CALENDAR 27 BUDGET 3

2023-24 Operational Plan

From the Desk of the President & CEO Once again, I am honored to present the 2023-2024 Operational Plan for the Jackson Convention & Visitors Bureau dba Visit Jackson, the official destination leadership organization for Mississippi’s capital city and the Mississippi Tourism Association’s Destination Marketing Organization of the Year in 2023, for the fourth consecutive year.

The last twelve months have been challenging for the Jackson tourism industry, however in City With Soul style, Jacksonians and industry professionals individually and collectively united to remain a vibrant and progressive destination.

While there were challenges this past year, including the unprecedented water crisis and flooding that gained national media attention, Visit Jackson, political stakeholders, the Jackson corporate community, and national tourism partners recovered and retained strong visitor spending for the year. The impact of these challenges resulted in a decrease in tourism revenue for the first time in over a decade. However, our industry partners did what Jacksonians do: when knocked down, we get right back up…and do not miss a step. This tenacity and hard work of the team at Visit Jackson, our collected industry partners, and other stakeholders resulted in an opportunity to celebrate several accomplishments that gained the attention and respect of the tourism industry at state, regional, and national levels.

During the Destination International Annual Convention, we were cited as utilizing industry best practices, executing destination organization strategy and validating shared-value and community leadership. Also, the new Visit Jackson website, visitjackson.com, was voted the People’s Choice award-winner during the U.S. Travel Association’s ESTO Conference.

One of the goals established by the Visit Jackson Board this past year included extending tactics executed by Visit Jackson to impact the tourism industry specifically and invest resources to impact the Jackson community and its quality of life, pride, and image. I remain proud of our MY CITY programming, which supports those areas and provides momentum to our positive messaging to enhance our image in the metropolitan areas and statewide.

During the 2022-2023 fiscal year, Visit Jackson remained committed to ensuring that our programming supports our strategic plan and associated goals. As you peruse the pages of this, the 2024 FY operational plan (marketing plan) for Visit Jackson, please note that the upcoming year’s strategic initiatives remain supported

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by utilizing data-based and analytical methodologies. During the past year, Visit Jackson remained intricately involved in tourism professional development and advocacy activity at all levels, collaborating with organizations that afford ambition and positive outcomes.

We thank our local, county and state political stakeholders for their partnership and unwavering support. The Mississippi Legislature again provided American Rescue Plan (ARPA) funds to Mississippi destination organizations to assist with our continuing recovery from the global pandemic. Our Hinds County leadership provided significant infrastructure assistance as we prepared to host major events, and our inter-metropolitan public safety agencies remained vigilant in supporting monthly tourism activity.

For the first time, we will execute aggressive, untraditional revenue tactics this year, including introducing a metro-area partnership initiative. Collective ambition continues to be our refrain. All this and much more are detailed in this plan for fiscal year 2024. While our fiscal resources will be dense for the upcoming year, our goal is a disciplined opportunity, resulting in impact.

“You must do the things you think you cannot do.”

-Eleanor Roosevelt

Rickey L. Thigpen Rickey L. Thigpen, PhD President & CEO Visit Jackson

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2023-24 Operational Plan

About Jackson Convention & Visitors Bureau dba Visit Jackson In 1983, the state legislature established the Jackson Convention & Visitors Bureau now doing business as Visit Jackson. Senate Bill #3080 authorized the creation of Visit Jackson, identified its purpose, and provided for funding through the levying of a 1% sales tax upon hotels/motels and restaurants. These funds form the foundation on which Visit Jackson promotes Jackson as a tourist, group tour, trade show, and convention/meeting destination.

Visit Jackson is the official destination leadership organization for the City of Jackson.

It serves the Jackson Community by positively impacting the city’s economy through recruitment and securing meetings and tourism activities. Visit Jackson is a quasiindependent governmental agency created by the Mississippi State Legislature.

Visit Jackson was awarded accreditation from the Destination Marketing Accreditation Program (DMAP) - first in 2012 and renewed in 2021 with distinction - and was the first accredited DMO in the state of Mississippi. DMAP is an international accreditation program developed by Washington, DC-based Destinations International which is the world’s largest resource for official destination organizations, convention and visitors bureaus (CVBs) and tourism boards.

Mission The Mission of Visit Jackson is to connect, engage and inspire the Jackson community to be a welcoming destination for conventions, meetings, sporting events, and special events, resulting in rich, cultural, and memorable experiences with a rewarding senseof-place for visitors and an economically beneficial and an enhanced quality-of-life for residents.

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Goal The overall goal of Visit Jackson is to cause major economic impact for Jackson through programs designed to identify, attract and service conventions and meetings, trade shows, group tours, sporting events, and consumer travelers, while cultivating relationships with stakeholders, the value of citizen contributions, and the collective quality of life of the destination.

Vision To be recognized and respected as an innovative destination marketing organization that sustainably achieves economic vitality and success through the constant, complete, and fully committed practice of our shared values in the promotion of Jackson, Mississippi, as a world-class destination city.

Values Integrity

Collaboration

We are fair, honest and transparent, inspiring trust in others.

We respect, nurture, support and empower one another.

Passion

We uphold the spirit of our community; the goal of our organization, and we are committed to making our jobs and the jobs of our co-workers’ fun on a consistent basis.

Respect

We respect and understand the importance of our bureau’s mission, take pride in being an integral part of its success, and are committed to aggressively upholding the principles of diversity, inclusion, and hospitality.

Brand Promise Jackson is all about an authentic SOUL, which isn’t wrapped up in the number of hotel rooms or events or attractions in the city. The SOUL of Jackson is uniquely tied to our people. Our people exude creativity and hospitality forging memorable experiences every time you visit the City with Soul.

Diversity Inclusion Statement Visit Jackson is fiercely committed to reflecting and upholding the value of diversity of thought, culture, and lifestyles that is inherent in the Jackson community. We are dedicated to practicing radical inclusion and believe that a plurality of ideas and experiences shaped around civil dialogue and equitable outreach is the driving and consistent force that makes Jackson a great destination and a great city.

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OUR

2023-24 Operational Plan

Carol J. Burger Business Community, Chair

BOARD

FY 2023-24 Board of Directors

Monique Davis, CPA

Susan Garrard

Education

Attractions Community

Patrck House

Pamela D.C. Junior

Mende Malouf

Hotel Community

Arts Community

Hotel Community

Cherre Miller

John Miller

Enrika Williams

Convention Complex

At-Large

Restaurant Community Second Restaurant Community Vacant

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Rickey Thigpen, PhD

Jonathan PettusChief

President & CEO

Vice President & Chief Marketing Officer

RThigpen@visitjackson.com

JPettus@visitjackson.com

Christine Blackmon

Jennifer Chance, CPA

Shun Hatten

Chief Experience Officer

Chief Operating Officer

Chief Sales Officer

CMcInnis@visitjackson.com

JChance@visitjackson.com

SHatten@visitjackson.com

Amber Campbell

Yolanda Clay-Moore Amy Dillard

Services Specialist

Director of External Affairs, Partnerships & Alliances

ACampbell@visitjackson.com

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STAFF

2023-24 Operational Plan

YCMoore@visitjackson.com

Administrative Manager ADillard@visitjackson.com

Michael Hogg

Kim Lewis

Reshonda Perryman

Director of Information Technology & Business Intelligence

Destination Development Manager

Director of Brands & Creative Engagement

KLewis@visitjackson.com

RPerryman@visitjackson.com

Sherri Ratliff

Shana Smith

Andrea Thomas

Senior Business Development Manager

Business Development Specialist

Marketing Specialist

SRatliff@visitjackson.com

SSmith@visitjackson.com

Laura Vogelsang

Floyd Williams, Jr.

Paul Wolf

Chief of Staff

Director of Sports Marketing & Administration

Director of Destination Storytelling

FWilliamsJr@visitjackson.com

PWolf@visitjackson.com

MHogg@visitjackson.com

LVogelsang@visitjackson.com

AndreaThomas@visitjackson.com

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SITUATIONAL ANALYSIS

2023-24 Operational Plan

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As we explored opportunities for Fiscal Year 2024, the following data trends were vetted and are being presented to assimilate travel for Mississippi’s Capital City and the region. During quarter 1 of the new fiscal year (October – December 2023), the overall travel demand was projected to remain near survey-record highs, with 89% of American Travelers saying they have plans to go somewhere in the next six months. However, in the spirit of transparency, for the first time since 2018, Visit Jackson’s revenue collections trended down by almost 6% in fiscal year 2023. The rationale for the reduction in revenue is predicated on flooding in late 2022, which magnified an aging water infrastructure.

During the last year, Jackson experienced 70 boil water notices.

Since then, the Federal Government has committed over 600 million dollars to stabilize and repair the water systems.

While the tourism community, especially restaurants and hotels, responded responsibly and heroically, the national press associated with the environmental disaster continues to be a deterrent to building the demand for the destination.

Visit Jackson and the Mississippi Hospitality & Restaurant Association campaigns and support from our state-elected political stakeholders have positively impacted this narrative.

However, we will execute additional tactics to overshadow associated perceptions. The third-party administrator (JXN Water) is making headway on a vast task ahead. Jackson is the Phoenix, getting its new life by rising from its past and looking to the future.

According to the latest Longwoods International tracking study of American travelers, travelers are planning trips in multiple categories compared to 2022. For example, 66% are planning to visit friends and family this fall, up from 56% a year ago, and

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2023-24 Operational Plan

53% are planning fall road trips, up 10% from 2022. This trend is consistent with travel trends for Jackson since almost 50% of our travel is connected to visiting and/or engaging family and friends. The good news for Jackson is that we are a road-trip destination, centrally located, and easy to get to. The national data trends from Longwood International support this trend, noting that 38% of visitors plan to travel using cars during the following year.

International travel indicators are projected to continue to make a recovery. Based on inquiries and requests received during the 4th quarter of this year from international travel writers and international and national FAM participation, the global market for Jackson should reflect prepandemic levels.

Visit Jackson will continue to execute visitor welcome strategies consistent with recommendations from public health professionals, noting that even during the endemic phase of the COVID-19 pandemic, spikes during the winter months, coupled with additional variants must be observed to mitigate a significant spike in visitor activity in our Capital City. Visit Jackson will continue to make hand sanitizer and face coverings available for convention attendees to heighten comfort when selecting Jackson as a convention and meeting destination.

Around 17% of vacation planners will utilize artificial intelligence (AI) platforms like Chat GPT to help research trips. Visit Jackson will work to ensure that accurate and positive messaging is incorporated into travel websites. We will also continue to monitor industry organizations’ recommendations and best practices so that as AI intelligence is engaged, the technology is executed responsibly and impactfully.

Partnerships are an effective strategy for Visit Jackson and its visitor

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industry. Beginning in FY2024, Visit Jackson will expand its engagement strategy by unveiling a Partnership/Membership program, adding Jackson’s bedroom communities and tourism assets to boost the region’s offerings and marketability. This strategy will supplement Visit Jackson’s revenue potential, making the capital area more attractive and resulting in additional business for Jackson and the region.

Visit Jackson, and its projections for the upcoming year will be conservative. We have adopted a motto for the fiscal year steeped in “Disciplined Opportunity.” Our sales, marketing, advertising, and public relations strategy will remain aggressive. Our investigation works to incorporate untraditional revenue streams and programming partnerships mirroring that philosophy. As usual, Visit Jackson will vet all expenditures to ensure that the return on investment for funds invested is realized. This philosophy will shift our community engagement and quality-of-life initiatives since we will focus a heightened motivation for the year on bookings and destination demand. We are committed to quarterly evaluations during the year. Programming decisions will

continually be data-driven and reflective of the highest tourism industry standards and best practices.

The outlook for the tourism industry’s recovery is vital. The outlook for the stabilization of our Jackson Destination is strong.

RISE Jackson…Opportunity Awaits Us!

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2023-24 Operational Plan

STRATEGIC EDUCATION PILLARS ADVOCACY

During Fiscal Year 2019, Visit Jackson engaged Tourism Skills Group to conduct a comprehensive five-year strategic planning process. Due to the data indicators supported by its 5-year strategic plan, Visit Jackson has identified the following strategic pillars for Fiscal Year 2024.

PARTNERSHIPS DEVELOPMENT

DESTINATION DEMAND 13

EDUCATION

Educate stakeholders regarding the purpose of a Destination Leadership Organization.

A national issue, Visit Jackson is no stranger to the ongoing challenge of communicating the mission and goal of tourism agencies to its partners. Only a few years back, many of Visit Jackson’s stakeholders and citizens thought the agency’s primary purpose was to provide funding for community events and festivals to execute grant programming to support tourism entities. Determined to reshape this perception, Visit Jackson continues to present reports and data to the industry strategically. For fiscal year 2024, Visit Jackson has plans to continue down this path.

TACTICS • Present the 2024 Operational Plan at a stakeholder event, providing details of the agency’s goals • Conduct one-on-one meetings with city and statewide elected officials, providing detailed goals and return on investment metrics • In partnership with the United States Travel Association, execute National Travel & Tourism Week messaging to support the overall value of tourism across the country and locally • Arrange traditional and non-traditional engagements by creating more opportunities for the Visit Jackson Speaker’s Bureau • Distribute collateral and conduct meetings with local media agencies • Develop stakeholder familiarization tours • Create and distribute Bureau packets to restaurants and hotels

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2023-24 Operational Plan

ADVOCACY

Build proponents of the Visit Jackson Community This goal has two separate but equally important approaches.

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Produce signature programs developed by Visit Jackson with the purpose of increasing the customer experience in the destination Visit Jackson has long been recognized as an industry leader by developing partnerships within the community to enhance its offerings and experiences to its visitors. As the visitor experience improves, repeat visitation increases and perception issues decline.

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TACTICS • Relaunch the Tourism Oriented Policing Strategies (TOPS) program to promote visitor and citizen safety awareness • Execute the annual Hometown Heroes program celebrating partners who contribute to the hospitality excellence in the City With Soul • Relaunch the Hospitality Training Program to heighten customer experience within the destination • Continue providing exceptional visitor experiences and destination inspiration at the JXN Welcome Center • Develop mobile welcome centers in major transportation hubs in the city, specifically, the airport

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Continue to execute MY CITY programming with strategic initiatives reaching across the city Initially established as a pride campaign, My City has grown into partnerships and activations with the intent of supporting positive messaging amongst Jacksonians.

In 2024, Visit Jackson plans to strengthen its My City programming.

TACTICS • Partner with the city’s five major colleges and universities orientation and welcome week staff to develop city-wide tours for incoming students • Continue to grow the My City Young Ambassador Program in partnership with Jackson Public School elementary schools • Launch 601 Day programming June 1 with multiple activations across the city • Develop the My City Volunteer Program to support event and transportation partners • Create the My City Champion education program to develop local advocates and supporters of the Jackson tourism industry

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Develop strategic partnerships to create economic impact for the capital city and its surrounding

PARTNERSHIPS

2023-24 Operational Plan

bedroom communities Jackson offers unique venues to host large meetings, conventions and events unlike anywhere else in the region. At the same time, though, Jackson alone lacks the hotel inventory to house visitors for large major events.

Visit Jackson and specifically, the sales team, drives business to Jackson meeting venues, but the impact goes well beyond the city limits.

Establishing new partnerships will increase the marketability of the region and support the economic viability of the entire metro area.

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TACTICS • Introduce the Visit Jackson Partnership Program extending sales and marketing efforts to venues, attractions, and hotels in the central Mississippi region • Continue to execute marketing strategies with the Capital Area Tourism Association and grow the association to include more communities • Consider annual partnerships with transportation companies to help offset the cost for large groups meeting in the region • Develop strategies for the future implementation of a regional sports commission • Support proposed legislation by the Mississippi Tourism Association (MTA), Mississippi Destination Marketing Organization Association (MDMOA) and the United States Travel Association (USTA) for efforts to increase inbound tourism into the market

consortium to develop master planning for the long-term growth and sustainability of Jackson .

In Fiscal Year 2024, Visit Jackson, with the support of multiple agencies (public and private), will develop a Destination Master Plan. A destination master plan is a 10-year strategic road map to optimize how visitors can benefit the greater local community. The travel, tourism, hospitality and event industries are a robust economic pipeline that can support a comprehensive and inclusive variety of local people, businesses, and organizations in the destination. The primary goal of a destination master plan is to increase overall visitor spending and attract more investment and talent from outside the community — and keep that in the community.

Note – Visit Jackson is partnering with a nationally-recognized agency to develop the plan.

DEVELOPMENT

Create a regional

TACTICS • Execute through research, interviews, engagement and analysis to assess Jackson’s current strengths, weaknesses, opportunities, and threats, related to tourism, hospitality and economic development • Develop robust market data, recommendations, prioritization, and implications for investing in enhancing Jackson and the tourism economy • Identify the strengths of the current Jackson area marketplace, the potential for growth, and recommend the priority projects, amenities and infrastructure that will best support the growth and competitiveness of the region’s tourism economy • Present final recommendations, priorities, and resolution of conflicting goals • Hold a public meeting to present the plan

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2023-24 Operational Plan

DESTINATION DEMAND

Cause major economic impact for the city of Jackson through sales and marketing efforts by increasing hotel demand and overall visitation As noted in Visit Jackson’s authorized legislation, “funds shall be dedicated solely for the purpose of carrying out programs and activities designed to attract conventions and tourists into Jackson, Mississippi.” This goal reflects Visit Jackson’s purpose and is treated as the primary function of the Bureau. Specific data-driven goals noted below for FY 2024 are to track the effectiveness of all Visit Jackson programming and are supported by the entire staff.

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GOALS 1. Increase room demand by 1.3% from previous year to 2.26M • Hotel demand was down 1.3% in 2023 and down 1.5% in 2022.

2. Increase visitors from markets outside of a 250-mile radius to 40% • Currently, 65% of visitors are from inside a 249-mile radius, a trend that has grown year over year by over 10 points. Increasing visitors from outside the 250mile area will help with hotel demand and increased visitation overall.

3. Grow repeat visitation by two basis points to 44% • Jackson currently shows almost 42% repeat visitation with 43.1% of repeat visitors staying overnight. Growing repeat visitation will impact demand volume.

Focusing Visit Jackson’s efforts on hotel demand, visitation, and engagement will effectively create economic impact for the City of Jackson. To accomplish these goals, the following strategies and tactics will be implemented.

Note – a “visitor” is one who stayed in market for a minimum of four hours less than four times a month (via mobile location data) The Tourism Recovery Fund program, established through the Mississippi State Legislature, provided unprecedented tourism-related relief resources to DMOs across the state. This program opens the opportunity for Visit Jackson to produce fresh marketing assets, open new media markets, and bolster media presence in important legacy markets.

4. Maintain a 3.5% exposure to visitor ratio for visitjackson.com • Launching a new campaign and increased advertising exposure will bring more visitors to the website.

However, simply growing website traffic does not always equate to destination visitation. Tracking visitation from website traffic is a good indicator that the campaign is effective.

5. Increase social media engagement to 5% • 2022 had the largest audience growth and ended at 5% engagement rate. For 2023, it decreased overall to 4%, but some stronger months reached 4.8% and even up to 6.5%. Growing engagement back to 5% will help overall audience growth and traffic.

Reaching new media markets allows Visit Jackson the opportunity to start fresh and tell the full story of the destination without all the “local” negative noise that oftentimes plagues the city of Jackson.

In a recent destination assessment related to crime and water issues, it was found that Jackson’s reputation problem is as much about what people are saying as it is what they are NOT saying. There is a concerning lack of tourism related media coverage and positive tourism stories are almost non-existent.

Fortunately, this audience does not require a narrative change, the narrative does not exist - yet!

Through strategic messaging, aggressive public relations and media tactics, Visit Jackson will allocate significant Tourism Recovery Fund programming in FY 2024 to new and emerging markets as well as repeat visitors.

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2023-24 Operational Plan

MARKETING TACTICS • •

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• • •

• •

Produce a multi-media campaign targeting diverse audiences and markets Secure a tourism sector public relations firm to generate positive tourism stories about the destination Develop a comprehensive attractions campaign with aggregate performance metrics Increase the promotion and marketability of the Metro JXN Passport program Create Jackson Restaurant Week activities designed to increase patronage In partnership with University Press, complete the production of the JXN Cookbook Provide assistance and local expertise in the development of JXN Food & Wine Adopt the newly established Crisis Communications Plan designed to address negative national attention related to crime and water issues •

• • • •

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Increase community engagement to improve local sentiment by establishing a unique local public relations team made up of non-profit and corporate partnerships Develop messaging and creative assets targeting group business Continue production of ‘Soul Sessions,’ Visit Jackson’s podcast Establish social media strategies that directly impact engagement Expand website content strategies focusing on the people and places that make Jackson unique

SALES & SERVICES TACTICS •

•

•

• • •

•

•

• •

•

•

Work with local hotels and businesses to encourage customers to post positive reviews to push down negative comments lingering from the water crisis.

Execute incentive plan for hotel sales staff to secure larger events that utilize the convention center and impact occupancy in the destination.

Work with boutique and bed & breakfast properties and select hotels to confirm FIT rates to increase international visitation at area hotels.

Re-engage repeat group business to offer additional incentives to increase room blocks during conferences.

Continue aggressively working with international tour operators to offer creative and diverse itineraries.

Offer incentives to meeting planners utilizing the Jackson Convention Complex to book rooms in Jackson hotels.

Work with local hotels to offer a more enhanced destination experience to their meeting attendees and overnight guests to generate repeat business and garner new business.

Take advantage of opportunities to engage industry professionals to share best practices & industry standards with Jackson tourism hotel professionals.

Establish a restaurant discount program exclusive to group attendees Continue to utilize data realized from the FY2023 Sports Evaluation Consultant to stretch the reach and positive messaging promoting the capital city and its sporting venues as a sports friendly destination, including but not limited to incentives, enhancing partnerships with destination colleges & universities, their affiliate conference leadership, and Visit Mississippi to attract NCAA tournaments.

Work to enhance the local environment to develop a sports commission for Jackson, engaging the corporate community to support bid fees resulting in economic vitality and venue development Continue to provide excellent customer services and technical support to meetings and event planners to enhance the experience in the destination and ease of execution.

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Q1 Capital City Lights Destinations International Advocacy Summit Destinations International Business Operations Summit Mississippi Tourism Association Governor’s Conference on Tourism Mississippi Municipal League Mid-Winter Conference Mississippi Society of Association Executives Fall Conference National Coalition of Black Meeting Professionals Tradeshow Travel South USA International

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ACTIVITIES

Q2 Destinations International Marketing & Communication Summit

National Collegiate Athletic Association Visit Jackson Tourism Industry Outlook

Event Service Professional Association Annual Conference JXN Restaurant Week

Mississippi’s Music City Chef Jam Visit Jackson Hometown Hero/ Sumitt Awards

JXN Food & Wine Festival Mississippi State Legislative Welcome Activities Professional Conference Management Association Annual Sales & Services Conference

Travel South Global Week- Summit & Media Marketplace Southeast Tourism Society Domestic Showcase Southeast Tourism Society SMPR Forum

Religious Conference Management Association

CALENDAR

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2023-24 Operational Plan

Q3 Alabama Bus Association Show Chicago Blues Festival Connect Associations Connect Tour Connect Sports Destinations International Sales & Services Summit Destinations CEO Summit IPW Powered by US Travel Association JXN 601 Day Meeting Professionals International World Education Conference

Mississippi Tourism Association Spring Summit National Travel & Tourism Week

Miss Jackson Hospitality Scholarship Pageant

SKAL International

Mississippi Makers Fest

Sports Events & Tourism Association

Mississippi Pickle Fest

Southeast Tourism Society Domestic Showcase

Mississippi Society of Association Executives Spring Conference

Tourism Academy Travel South USA Global Week

Mississippi Tourism Association Board of Directors Retreat

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Q4 American Society of Association Executives

National Association of Black Hotel Owners, Operators & Developers

Atlanta Food & Wine Festival Southeast Tourism Society Connections Destinations International Annual Convention International Multicultural Heritage Tourism Summit

Southeast Tourism Society Congressional Summit on Travel & Tourism US Travel Association Annual ESTO Conference

Mississippi Book Festival Mississippi Miss Hospitality Scholarship Pageant Mississippi Science Fest Mississippi Society of Association Executives Fall Conference

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2023-24 Operational Plan

Budgeted Statement of Revenues and Expense Allocation by Category For the Twelve Months Ending September 30, 2022 & For the Twelve Months Ending September 30, 2023

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FY 2023

FY 2024

REVENUES TOTAL

6,700,019

5,885,039

Collections

3,520,000

3,520,000

ARPA - 2

2,915,519

2,110,039

Partnerships & Other

48,500

155,000

Transfer from the Reserve

216,000

100,000

PROMOTIONAL ACTIVITIES

1,747,500

3,614,039

T&E

204,700

200,000

Merchandise

72,000

55,000

Advertising

301,500

110,000

Branding

80,000

100,000

Design/Production

30,000

30,000

Website

30,000

25,500

FAMS/Site Visits

27,000

31,000

Hosting

32,400

20,000

Blitz

8,500

29,000

Booth Space

10,000

25,000

Promotional Materials

38,000

45,000

Research

69,000

48,750

Business Promotion

142,500

109,000

Engagement

137,700

145,000

Conventions, Meeting & Event Support

281,500

270,000

Funding

50,000

165,000

Other Promotions

70,000

100,000

ARPA

100,000

2,105,789

Miscellanous Services & Charges

62,700

--

GENERAL OPERATIONS TOTAL

2,137,000

2,271,000

Capital Outlay & Supplies

42,000

5,000

Rents/Leases

152,600

155,000

Fufillment & Overhead

247,400

245,000

Staff Expenses & Benefits

1,695,000

1,866,000

EXPENSES TOTAL

3,884,500

5,885,039

FY 2024 Expenditures: $5,885,039 REVENUES TOTAL: $5,785,039

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40 18% 1,060,100

5% 265,500

2% 145,000

5% 270,000

3% 155,000

14% 805,900

0

0% 5,000

4% 245,000

10 1% 48,750

Fulfillment & Overhead

Sales & Marketing Staff/ Benefits Other Staff & Benefits

Capital Outlay & Supplies

Rents/Leases

Convention & Meeting Support

Engagement

Advertising & Marketing Activities

Research

26% 1,015,600

17% 679,400

6% 247,400

1% 42,000

4% 152,600

7% 281,500

4% 137,700

11% 441,500

2% 69,000

50

18% 717,800

40

Other Promotional Activities

30

3% 100,000

20

30 13% 779,000

ARPA

10

50 36% 2,105,789

0

100 TRANSFER FROM THE RESERVE: $100,000

90

80 70

60

60

70

80

90

100

FY 2023 Expenditures: $3,884,500

TRANSFER FROM THE RESERVE: $216,000

REVENUES TOTAL: $6,484,019

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308 E. Pearl Street, Suite 301 Jackson, MS 39201 1.800.354.7695 | 601.960.1827 Fax visitjackson.com