Convention Center opened its doors on December 1, corporate, government, religious, and SMERF (social,

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2 Mission Statement The mission of the Las Cruces Convention & Visitors Bureau (CVB) is to attract meetings, leisure and business travelers to Las Cruces in the most economic and efficient manner possible in order to stimulate the local economy. In support of this we are committed to: Representing Las Cruces with the highest professional and industry standards. Promoting community pride in Las Cruces and its future. Providing comprehensive visitor information and services. Educating and encouraging community awareness of the visitor industry. Promoting an environmentally safe industry that provides jobs. Projecting a consistent, positive image for Las Cruces by emphasizing its unique qualities. Staff Members Executive Director Jennifer Bales - Interim Media/Publications Manager Chris Faivre Convention Sales Manager Rochelle Miller-Hernandez Tourism Sales Manager Andrea Lawrence Sports Sales Manager Edward Carnathan Office Manager Dolores Montes Visitor Information Specialist Sonia Bañuelos Distribution Specialist Arturo Ruiz Office Assistant Connie Maifeld Advisory Board Members Chair Dr. Janet Green - Director School of Hotel, Restaurant and Tourism Management Vice-Chair Belia Alvarez - General Manager, Hampton Inn & Suites Members Mark Santiago - Executive Director, New Mexico Farm & Ranch Heritage Museum Monika Denten - General Manager, Ramada Palms Hotel & Conference Center Mike Beckett - Owner, Coas Books Ex-Officio Dolores Connor - Las Cruces City Council, District 2 Throughout the U.S. as well as internationally, many visitor destinations were still feeling the effects of the down economy. However, throughout the recession, Las Cruces did not suffer the same level of decline as other destinations and in fact, posted back-to-back years of growth in Lodgers Tax collections. For fiscal year , Lodgers Tax finished 7.5% over , bringing the two year increase in Lodgers Tax to 8.8% ( ). Collections of the Convention Center Fee (funds used to finance the construction of the Las Cruces Convention Center) were up 7% over the previous year as well. Convention Sales Department The Convention Sales Department worked with and assisted 58 meetings and conventions in , with approximately 33,000 attendees, totaling nearly 9,400 room nights and generating an estimated $2.2 million in economic impact for Las Cruces. In addition, the department booked 15 future meetings with an estimated economic impact of nearly $2 million. With the opening of the Las Cruces Convention Center, the department increased its efforts to generate awareness of Las Cruces as a meetings destination. These efforts included attending several national meetings, industry trade shows, additional sales trips to Albuquerque and Santa Fe to meet with in-state meeting planners and state-wide associations, a direct mail campaign targeting pre-qualified prospects for the Las Cruces Convention Center, as well as extensive phone solicitation to new and current contacts. These efforts resulted in greater awareness of meeting venues in Las Cruces, stronger association and government relationships and an increase in potential and booked business from northern New Mexico. As a result, the department issued 73 leads in , resulting in 19,000 attendees and over $4 million in economic impact for Las Cruces. Trade Shows The Convention Sales Department participated in three national tradeshows during : Destinations The fiscal year of was an important year for Showcase, Connect Marketplace and Rejuvenate both the Convention & Visitors Bureau and Las Cruces. Marketplace. Each event allowed the department to After many years of planning, the Las Cruces reach a different target market including: association, Convention Center opened its doors on December 1, corporate, government, religious, and SMERF (social, The 55,000 sq. ft. facility features over 30,000 sq. ft. of meeting space including a 14,500 sq. ft. exhibit military, educational, reunion and fraternal). Destinations Showcase was held in Washington, DC, hall, a nearly 9,000 sq. ft. ballroom and several other indoor and outdoor meeting areas. In its first seven (the largest association market in the United States) months of operation, the center hosted several events and only allows destination-based exhibitors. including 14 conventions booked by the CVB staff, Attendance at these events reinforced existing generating over 4,000 room nights for Las Cruces relationships, built new contacts, and established hotels and over $700,000 in local economic impact. destination recognition BUREAU OVERVIEW 2

3 Regional Marketing Efforts In addition to the national tradeshows, the Convention Sales Department continued to increase regional exposure by participating in events hosted by the New Mexico Chapter of Meeting Professionals International (NM-MPI) and the New Mexico Society of Association Executives (NMSAE). Participation included regular attendance of monthly meetings as well as exhibiting during the annual meeting and expo. The Convention Sales Manager Rochelle Miller-Hernandez, received recognition for her contributions to NM-MPI. The department also attended the annual Las Cruces Day in Santa Fe, hosted by the Greater Las Cruces Chamber of Commerce. The event, targeting state legislators, focused on generating recognition and exposure of Las Cruces businesses and organizations. Professional Development In addition to the training and education received at the NM-MPI and NMSAE meetings, the Convention Sales Manager attended the Destination Marketing Association International (DMAI) Sales Academy. The department also completed several online courses and webinars offered by the City of Las Cruces and various private organizations. Meeting Professionals Guide The department revised and distributed the 6th edition of the Las Cruces Meeting Professionals Guide. The guide was available in print, on CD, and online for distribution to strong prospects and event organizers. Event Sponsorship The department continued to offer support to meetings and conventions that had strong ROI (return on investment) potential for Las Cruces. Because of the funds allotted and distributed, the CVB was able to assist numerous groups who in return, generated an estimated $3 million in economic impact for Las Cruces. Direct Mail Campaign As a way to create excitement and to spread the word about the opening of the Las Cruces Convention Center, the department executed a direct mail campaign featuring hand-held stress relievers, signifying various stages of the center s construction process. Additionally, each mailing featured a message encouraging recipients to book their upcoming meetings in Las Cruces. Las Cruces Convention Center During a period of economic uncertainty, the Las Cruces Convention Center has delivered significant benefits to the City of Las Cruces. The LEED Gold certified building has filled the void for a state-of-theart convention and special events venue. Boasting over 30,000 sq. ft. of meeting space, the center features a 14,500 sq. ft. exhibition hall, a nearly 9,000 sq. ft. ballroom and several other indoor and outdoor meeting areas. The center officially opened its doors on December 1, At the end of fiscal year , the CVB booked into the center 14 conventions which filled nearly 4,300 room nights for local hotels and generated over $700,000 in local economic impact. The center provides employment for nine full-time and 50 part-time employees. Approximately one-third of the staff are students enrolled in the Hotel, Restaurant and Tourism Management program at New Mexico State University. The internship program highlights convention center management and includes hands-on experience in the areas of operations, food and beverage, event coordination, sales and marketing and administration. The ability to attract additional convention business to Las Cruces has created opportunities for increases in local Gross Receipts Tax (money for the community s general fund), Lodgers Tax (funding for the Convention & Visitors Bureau) and the Convention Center Fee (funding for the construction of the center). On average, convention attendees spend almost three times as much as a typical leisure traveler. Because of this, the Las Cruces Convention Center is a great generator of economic impact for Las Cruces and as such, remains committed to that end. Grand Opening Although the convention center officially opened its doors on December 1, 2010, the grand opening took place January 13-15, Activities included a ribbon cutting ceremony on January 13 featuring Las Cruces Mayor Ken Miyagishima, members of the Las Cruces City Council, City Manager Robert Garza, as well as staff from the CVB and Global Spectrum. The Mayor unveiled plaques to be mounted in the center commemorating the opening and celebrating the accomplishments of the many community and government leaders who worked tirelessly and supported efforts to build a convention center. 3

4 On January 14, 2011, the CVB hosted a VIP invitation-only gala to commemorate the opening of the facility and to thank those who were instrumental in each and every stage of the process to build a convention center in Las Cruces. Over 250 community and government leaders were invited to attend the dinner which was emceed by former CVB Advisory Board Chairman J. Joe Martinez. The grand opening festivities concluded with a public open house on January 15, 2011, offering tours of the facility and a Touch-A-Truck event featuring a variety of community service vehicles on display and a trade show of community non-profit and volunteer groups. LEED Certification In early summer 2011, the center was awarded Leadership in Energy and Environmental Design (LEED) Gold Certification. To help achieve Gold status, several steps were taken throughout the design and construction processes. They included the installation of a solar photovoltaic system, the purchase of Green power (electricity produced from solar, wind, geothermal, biogas, biomass, and low-impact small hydroelectric sources), the use of water-efficient landscaping, the use of low emission and recycled materials, fabricating wood trusses, designated parking for alternative transportation, maximization of open space, optimization of energy performance and innovation in Green design. Signature Conventions As mentioned, in the first seven months of operation, the CVB booked into the center 14 conventions which generated nearly 4,300 room nights for local hotels and over $700,000 in economic impact for Las Cruces. Among the 14 were: Tourism Association of New Mexico (TANM), April 10-12, TANM held its annual Governor s Conference on Tourism in Las Cruces for the first time in eight years. The conference hosted 185 tourism professionals from around the state. Knights of Columbus, May 6-8, The 2011 state convention included over 500 attendees for two days. American Astronomical Society (AAS), June 12-16, The AAS Solar Physics Division held their 2011 convention at the convention center, bringing in 330 attendees. Combined, the three groups accounted for $277,000 in economic impact for Las Cruces. 4 Tourism Sales Department Free Independent Travelers (FIT) Market Segment In an effort to generate more interest and drive visitors to Las Cruces, the department spent time working with local attractions and lodging and dining partners on product development. The CVB, in conjunction with local business representatives, created mutually beneficial ways to promote its partners and improve the visitor product. Two of the most successful efforts included creating additional travel packages and more diverse itineraries. These were communicated to potential travelers through e-newsletters and social media channels. The department partnered with organizations such as Spaceport America, New Mexico State University, Mesilla, the New Mexico Farm & Ranch Heritage Museum and White Sands National Monument, and tapped into regional resources to encourage extended stays with day trips to the surrounding areas. As part of the Tourism Department s goals and strategies as set forth in the Marketing Plan, the department was involved with a number of regional and local organizations including, but not limited to: Tourism Association of New Mexico New Mexico Tourism Department s Region 2 Cooperative Marketing Board New Mexico Statehood Centennial and Mesilla Valley Planning Committees In conjunction with the U.S. Travel Association and travel-related organizations around the country, the CVB successfully executed National Tourism Week events that included educating the local community on the importance and benifits of the tourism industry as well as thanking front-line industry staff for their efforts to make visitor stays the best possible. We also hosted a special event at the Las Cruces Farmers & Crafts Market in conjunction with the market s 40th anniversary celebration. Finally, in support of the CVB s local partners, the department attended various events hosted by the local chambers of commerce, New Mexico State University (NMSU), the New Mexico Farm & Ranch Heritage Museum, area hotels and regional festivals. Group Tour Market Segment In , the department worked with and assisted 14 tour groups with approximately 683 attendees totaling 303 room nights which generated an economic impact of $68,274. In addition, the department issued 18 leads on behalf of eight companies (four of which have already visited or confirmed) totaling approximately 160 attendees with an estimated economic impact of over $44,000.

5 To achieve these and future goals, the department utilized a variety of sales practices including: hosting familiarization (FAM) tours, attending trade shows, sales call to past, current and prospective clients and distribution of the Group Travel Planner. FAM Tour The CVB partnered with the New Mexico Tourism Department, Free Spirit Vacations & Events and several southern New Mexico communities, to host 20 North American tour operators in April While in Las Cruces the group visited the Farmers & Crafts Market, the New Mexico Farm & Ranch Heritage Museum and Mesilla. Trade Shows The department attended five trade shows directed at the group travel market. Each consisted of at least three components including one-on-one appointments sessions, educational seminars and networking opportunities. The shows offered an opportunity to market Las Cruces while meeting potential buyers and re-connecting with existing clients. The shows were: American Bus Association (ABA) Marketplace Rocky Mountain Symposium Go West Summit Spotlight on the Southwestern US U.S. Travel Association s International Pow Wow Travel Alliance Partners (TAP) Dance Group Travel Planner The widely distributed Group Travel Planner was updated, revised and reprinted with a new look. It was available in print, on CD and online for receptive/tour operators, group leaders and travel agencies. Sports Sales Department In fiscal year , the Sports Sales Department worked with and assisted 21 sporting events that brought approximately 20,000 visitors to Las Cruces and generated an estimated $1 million in economic impact. The department also booked five future events totaling about $680,000 in economic impact for the city. The department worked to bring sporting events to Las Cruces in a variety of ways. Sales efforts included direct marketing, phone solicitation, direct mail, site visits from event right holders and continued follow up on past, current and prospective contacts. Additionally, the department met with national event right holders at various trade shows, and continued efforts to further build and strengthen relationships with local sporting groups - a necessary part of recruiting national events to Las Cruces. Trade Shows The department attended two sports trade shows throughout the year to meet with national and regional event rights holders and governing bodies. Travel, Events, and Management in Sports (TEAMS) was held in Charlotte, NC in October 2010 and The National Association of Sports Commissions (NASC) was held in Greensboro, NC in April Both shows offer pre-scheduled, one-on-one meetings with the decision makers of events that are suitable for Las Cruces in both size and local support. And both offered seminars on the latest trends in the sports market. Combined, the department held 49 meetings, received 15 qualified leads, and sent out 10 leads to area hotels. To date, the two shows have resulted in bringing five new sporting events to Las Cruces. Site Inspections The department hosted four site inspections with event rights holders of the United States Arm Wrestling Association, USA & Amateur Athletic Union (AAU) Volleyball, New Mexico Combat Sports and the United States Running Association. The United States Arm Wrestling group and United States Running Association booked events for The other event rights holders are working towards 2012 events. Sports Information Guide Undated and reprinted on an annual basis, the Sports Information Guide was available in print, on CD and online for current and prospective clients. Media Department and Advertising The Media Department continued with its attempt to generate free exposure for Las Cruces as a leisure and meetings destination as well as assisting the CVB sales departments with the development of sales and promotional materials. Media Coverage The department was able to track $356,456 in free media coverage for Las Cruces in , falling short of a departmental goal of $450,000 set for the fiscal year. This was due in large part to a past administrative decision to forgo a previously planned successful large scale press trip. Despite falling short of the set goal, the department was able to track several articles as a result of the 2009 Geiger & Associates press tour. Additional media coverage was generated with the opening of the Las Cruces Convention Center in December CVB Website and Social Media Still one of the bureau s most effective and important leisure and industry marketing tools, the bureau s network of websites continued to dominate search engines when searching for travel, lodging, events, meetings, group travel or general information about Las 5

6 Cruces. And despite the slow recovery in the economy, the bureau s websites had 348,548 total visits from July 2010 to June 2011, a 2% increase from the previous year. However, requests for visitor guides through the website were down 19% from the previous year. This can be attributed to the fact that the option to request a guide was not more prominently positioned on the website s lower level pages (pages other than the homepage). This issue as well as other usability issues, will be addressed when the website is redesigned and rebranded to match the new CVB advertising campaign set to launch in fall Building on the successes of the bureau s social media efforts in years past, the department continued to utilize social media as a way to communicate directly with potential visitors. The primary social sites for the bureau have become Facebook and Twitter. The bureau ended the fiscal year with 9,982 Facebook friends and fans of the CVB, a 36% increase over the previous year. Facebook has become a great vehicle for the department to get information directly to potential visitors about upcoming events and deals. The department also posts information on Twitter. com, and by the end of the fiscal year, the bureau had amassed 726 followers, an increase of 42% from the previous year. CVB Publications The department also entered into an agreement with Southwest Senior Publishing to produce the visitors guide which comes out each spring. The guide increased 22 pages with a new fold out map on the back cover. 100,000 copies were printed and delivered in June Intern Program Due to the increased responsibilities assumed by the department, the role of the bureau s intern has grown substantially. Whereas previous interns primarily assisted with special projects for certain departments, the intern position has taken on the task of maintaining the bureau s social media program as well as assisting with press release generation, feature story writing and graphic design when necessary. Advertising Campaign Inquiries generated through the bureau s advertising campaign decreased 32% from 30,657 in to 20,832 in Two possible reasons for the decline were the slow recovery of the United States economy and the fact that the advertising campaign was too print-heavy and did not incorporate enough emerging trends in electronic marketing. Inquires in key publications were down, while inquires from online sources such as GoNewMexico.com increased. Advertisements, which branded Las Cruces as the Crossroad of the Southwest and focused on local features and attractions, appeared in several tourism 6 industry and leisure publications. The largest responses were generated from: AARP the Magazine, National Geographic Traveler, El Paso Visitor Guide and Madden Preprint inserts, (which publishes travel inserts in several newspapers in the southwest including: the Arizona Republic, Dallas Morning News, Denver Post, Houston Chronicle, Los Angeles Times, Orange County Register and San Francisco Chronicle). Only AARP the Magazine and Madden Preprint inserts (due to the size of their circulation) produced more inquires than the top electronic ads on GoNewMexico.com. Many additional ads appeared in various meetings and convention publications announcing the opening of the Las Cruces Convention Center as well as Las Cruces as a meeting destination. Advertising Agency Request for Proposal The CVB issued a request for proposal for advertising services beginning fiscal year After 10 years with the same agency, the bureau felt it was time for a change. Esparza Adverting was selected and began work on developing the Stay Sunny campaign which will be launched in fall Las Cruces Convention & Visitors Bureau 211 N. Water Street Las Cruces, New Mexico (575) cvb@lascrucescvb.org