AUSTIN CVB 2017 SALES & MARKETING OUTLOOK January 20, 2017
CONVENTION SALES & SERVICES Steve Genovesi, Senior Vice President of Sales and Services
PCMA AS SEEN ON TWITTER
PCMA CONVENING LEADERS Music Incentive to Book Austin More Music. Less Capital. Bring Austin's famous live music to your meeting with the Austin CVB's Local and Live Music Match*. Convening Leaders 2017 attendees who book and contract 1,000, 5,000 or 10,000 hotel room nights in 2017 can receive $1,000, $5,000 or $10,000 respectively toward local Austin live music. *Austin CVB must receive RFP/lead prior to booking. Events signed between January 1, 2017-December 31, 2017 (for any future dates) are eligible.
Occupancy (City) YoY Occupancy COMPETITIVE CITIES OCCUPANCY Smith Travel Research 90.0% 80.0% 70.0% 60.0% 50.0% Competitive Cities Occupancy w/yoy Comparison YTD November 2016 4.0% 2.1% 2.4% 1.6% 1.6% 0.6% 2.0% 0.0% -0.6% 0.0% -2.0% -2.6% -2.0% 40.0% 30.0% 20.0% 10.0% 0.0% -9.0% 74.0% 72.8% 63.4% 65.6% 75.5% 67.7% 76.3% 68.2% 70.0% 78.1% Austin* Dallas Houston San Antonio Denver Indy Nashville Phoenix New Orleans San Diego -4.0% -6.0% -8.0% -10.0% Occupancy YoY Occupancy *Note: 78.3, CBD; -2.0 YoY
CVB SALES PRODUCTION OVERVIEW FY 1516 Year-End Booked RNs: 689,123 115% of goal; +8% YoY Citywide Booked RN: 264,921 110% goal; -9% YoY Need Period RNs: 91,642 122% of goal Lead RNs: 3,614,177 130% of goal; +10% YoY Citywide Lead RNs: 1,962,978 +8 % YoY Site Visits: 218 64% Definite conversion rate (excluding pending groups)
SMALL MEETINGS BOOKING TRENDS ( 200 PRN) YEAR CONFIRMED ROOM NIGHTS (FUTURE YEARS) YoY Growth DEMAND ROOM NIGHTS (FUTURE YEARS) YoY Growth 2011 61,755 N/A 171,960 N/A 2012 67,604 9% 173,348 1% 2013 77,767 15% 229,943 33% 2014 93,463 20% 321,192 40% 2015 110,900 19% 370,561 15% 2016 YTD (SEPT) 93,728 10% 295,692 3%
KEY DEFINITE GROUPS (AUG-DEC) USA BMX April 2017 / 5,000 Attendees Texas Girls Coaches July 2017 / 5,000 Attendees Gap Inc. April 2018 / 1,400 Attendees International Literacy Association July 2018 / 8,000 Attendees National Minority Supplier Development Council October 2018 / 6,000 Attendees Orthopaedic Research Society February 2019 / 1,600 Attendees Envestnet April 2019 and 2020 / 3,400 Attendees per year Palo Alto Networks June 2019 / 5,000 Attendees National Council for Behavioral Health March 2020 / 12,300 Attendees Amer. Soc. of Heating, Refrigerating, Air Conditioning Engineers June 2019 / 1,800 Attendees Society for Neuro-Oncology November 2020 / 5,400 Attendees Society of Thoracic Surgeons January 2021 / 8,800 Attendees
A CITYWIDE SNAPSHOT*: THE IMPACT OF TABLEAU TC16 Occupancy (%) Su Mo Tu We Th Fr Sa Tableau NOV 6 7 8 9 10 11 12 Avg This Year 64.5 98.7 99.0 99.3 93.8 97.0 95.0 92.5 Last Year 74.3 89.8 91.3 93.7 95.2 78.2 89.2 YoY Percent Change -13.3 9.9 8.4 6.0-1.5 23.9 6.4 5.7 ADR 6 7 8 9 10 11 12 This Year 262.15 289.15 293.67 275.90 275.59 292.97 282.90 281.8 Last Year 217.12 215.41 223.81 232.41 233.91 215.54 231.02 YoY Percent Change 20.7 34.2 31.2 18.7 17.8 35.9 22.5 25.9 RevPAR 6 7 8 9 10 11 12 This Year 169.02 285.36 290.85 274.00 258.43 284.07 268.65 261.5 Last Year 161.42 193.47 204.42 217.70 222.76 168.64 206.10 YoY Percent Change 4.7 47.5 42.3 25.9 16.0 68.4 30.3 33.6 *ACVB convention district STR trend includes: Courtyard/Residence Inn Four Seasons Hampton Inn Hilton Hilton Garden Inn Hotel Van Zandt Hyatt Place JW Marriott Omni Radisson Westin
SALES ACTIVITIES - WEST COAST
SALES ACTIVITIES D.C.
TAP TRENDS NORTH AMERICA PACE (64 MARKETS) (AS OF AUGUST 31, 2016)
TAP REPORT: PEER SET (COMPETITIVE CITIES) THE TAP REPORT Austin Period Ending November 30, 2016 Report Date: December 22, 2016 Austin Room Nights 2016 2017 2018 2019 2020 2021 2022 2023 Total Definite Room Nights 627,645 460,690 376,549 270,839 164,970 39,440 16,416 9,419 1,965,968 Pace Targets 563,403 452,640 355,317 270,203 150,925 85,468 46,602 22,002 1,946,560 Consumption Benchmark 564,683 564,683 575,726 599,725 611,124 611,124 611,124 611,124 4,749,313 Pace Percentage 111% 102% 106% 100% 109% 46% 35% 43% 101% Total Demand Room Nights 2,808,129 2,839,042 2,187,883 1,594,743 974,131 453,432 326,363 123,609 11,307,332 Lost Room Nights 2,180,484 2,378,352 1,811,334 1,323,904 809,161 413,992 309,947 114,190 9,341,364 Conversion Percentage 22% 16% 17% 17% 17% 9% 5% 8% 17% Tentative Room Nights 3,621 243,139 303,936 291,050 282,636 265,820 216,517 94,869 1,701,588 Peer Set R/Ns: Austin, Denver, Nashville, New Orleans, San Antonio Definite Room Nights 4,041,765 3,791,625 2,929,873 2,165,819 1,635,157 1,154,730 1,202,750 736,287 17,658,006 Pace Targets 4,200,616 3,775,858 3,075,298 2,543,029 1,979,262 1,494,786 1,144,863 859,351 19,073,063 Consumption Benchmark 4,204,357 4,225,626 4,265,030 4,317,390 4,328,789 4,328,789 4,328,789 4,328,789 34,327,559 Pace Percentage 96% 100% 95% 85% 83% 77% 105% 86% 93% Total Demand Room Nights 20,032,603 19,090,833 15,823,390 11,624,626 8,465,633 5,454,035 4,220,421 2,658,730 87,370,271 Lost Room Nights 15,990,838 15,299,208 12,893,517 9,458,807 6,830,476 4,299,305 3,017,671 1,922,443 69,712,265 Conversion Percentage 20% 20% 19% 19% 19% 21% 28% 28% 20% Tentative Room Nights 9,260 1,166,813 1,791,719 1,587,617 1,489,263 1,452,450 1,114,487 1,009,688 9,621,297
BOOKING TRENDS ACVB funnel (tentatives)* for future years are down for the first time in the last 5 years going into our new booking cycle. FY 1617-6% (YoY) FY 1516 +20% FY 1415 +39% FY 1314 +17% FY 1213 +44% *Down 20% for convention center groups going into FY 1617 Short booking window; availability challenges Average booking window of confirmed FY 1516 convention center groups was 40 months; average lead time of new convention center leads was 38 months Lack of convention center availability/capacity continue to be the top reason for lost citywide groups (48% of all lost groups)
STR DAY OF WEEK SEGMENTATION DATA (YTD OCTOBER) Occupancy (%) Sunday Monday Tuesday Wednesday Thursday Weekday Friday Saturday Weekend Total This Year Transient Last Year % Change This Year Group Last Year Year to Date Contract % Change This Year Last Year % Change This Year Total Last Year % Change 34.2 33.4 2.3 20.6 21.9-6.1 2.3 2.7-15.6 57.1 58.1-1.7 39.2 39.8-1.4 28.0 29.3-4.3 2.2 2.6-14.2 69.5 71.6-3.0 44.1 44.1 0.0 31.6 33.5-5.8 2.1 2.5-13.6 77.8 80.1-2.9 45.4 44.9 1.2 31.3 33.2-5.5 2.1 2.5-16.3 78.9 80.6-2.1 43.1 42.3 1.8 29.8 31.5-5.4 2.2 2.6-16.0 75.1 76.5-1.8 41.2 40.9 0.6 28.2 29.9-5.5 2.2 2.6-15.2 71.6 73.4-2.4 50.8 49.7 2.1 25.5 28.0-9.1 2.2 2.6-15.1 78.5 80.4-2.4 58.0 56.4 2.8 23.8 25.8-7.9 2.0 2.3-12.7 83.7 84.5-0.9 54.4 53.0 2.5 24.6 26.9-8.5 2.1 2.5-14.0 81.1 82.4-1.6 45.7 44.8 1.9 26.4 28.5-7.4 2.3 2.7-15.6 74.3 76.0-2.2
STR DAY OF WEEK SEGMENTATION DATA (YTD OCTOBER) ADR Sunday Monday Tuesday Wednesday Thursday Weekday Friday Saturday Weekend Total This Year Transient Last Year % Change This Year Group Last Year Year to Date Contract % Change This Year Last Year % Change This Year Total Last Year % Change 132.57 129.19 2.6 145.73 138.54 5.2 66.21 60.93 8.7 134.68 129.56 4.0 137.38 135.47 1.4 143.17 134.83 6.2 68.20 63.16 8.0 137.52 132.61 3.7 143.23 141.92 0.9 144.17 134.91 6.9 70.80 63.93 10.7 141.62 136.58 3.7 142.98 141.46 1.1 143.51 134.73 6.5 70.29 64.51 9.0 141.23 136.27 3.6 139.51 139.48 0.0 144.67 138.28 4.6 68.89 62.52 10.2 139.47 136.32 2.3 139.47 137.99 1.1 144.16 136.11 5.9 68.82 62.98 9.3 139.16 134.58 3.4 143.05 142.85 0.1 150.48 143.70 4.7 69.91 64.50 8.4 143.39 140.60 2.0 144.60 143.62 0.7 152.91 146.54 4.4 68.81 62.82 9.5 145.13 142.30 2.0 143.88 143.26 0.4 151.65 145.06 4.5 69.39 63.71 8.9 144.29 141.47 2.0 140.46 139.19 0.9 147.29 139.68 5.5 71.70 65.32 9.8 140.77 136.74 2.9
MUSIC, FILM, TOURISM, PR & MARKETING Julie Chase, Vice President & Chief Marketing Officer
AUSTIN S BIG WINS J.D. Power - Highest Visitor Satisfaction in the Southwest (Ranked 2 nd in the US) Sunday Times Travel Magazine Editor s Award International Music City of the Year Canadian Music Week World s Smartest Cities National Geographic Traveler (only US city recognized)
MEDIA PLAN Holistic media approach drives site traffic and conversion Behavioral Targeting Social Mobile Print Digital Display Experiential Custom Content Audio/Video Retargeting Search Programmatic Advertising Travel Networks
CAMPAIGN RECAP Fly and Drive Market
CAMPAIGN RECAP Winter Campaign 19.2MM+ impressions to Mexico City and Guadalajara High-performing creative.34% CTR vs..10% norm
CAMPAIGN RESULTS April 2016 October 2016 Digital Advertising More than 118MM media impressions Click-thru rate (CTR) 190% above industry benchmark Highest engagement among users in Atlanta, Houston, New Orleans, Portland, San Francisco Custom Music Marketing Spotify: 3,000 unique visitors who spent avg 19mins/day with the Austin playlist Pandora: 6.10% CTR (compared to 2.03% benchmark); Austin mixtape was added by 5,400 users resulting in 879 hours listened 26
SOCIAL MEDIA ADVERTISING
DIGITAL MARKETING Facebook: 310,665 fans Twitter: 177,602 followers Instagram: 53,500 followers Austin Insider Blog: 30,000 pageviews/month Leisure Enews: 120,000 opt-ins
WEBSITE- AUSTINTEXAS.ORG
AUSTIN 2016 AIRSTREAM TOUR DFW & HOUSTON Dates: July 7 th July 17 th, 2016 Austin Airstream hit the road with live music to drive markets to promote the city and last minute summer trips Results: Event Impressions 7,600 Road Impressions 114,938 Email Sign-Ups 599 Sweeps Entries: 800 Social Posts: 220 #ATXAirstream Impressions 3.4 MM Website saw a 80% increase in visits from Houston & 153% increase in visits from Dallas YOY Partners: Texas Monthly, Alamo Drafthouse, Cuvee Coffee, Waterloo Records, Lonestar Court
TRADESHOW ADVERTISING US Travel s IPW 2016
BRAND USA 2017-2018 Austin will be featured in all media personas Phase 1: February campaign launch in Australia, Brazil, Canada, France, Germany, India and the United Kingdom. Phase 2: Mexico, China and Japan. A total of 16 countries will be targeted with advertisements. New IMAX film release in February 2018
INCREASED INTERNATIONAL AIR SERVICE MEX> AUS via Aeromexico- Currently operating 6 weekly frequencies. Will run daily starting spring 2017. GDL > AUS via Volaris Airlines- Currently operating 3 weekly frequencies. FRA > AUS via Condor Airlines Seasonal summer flights Mondays and Thursdays, May October
ABIA AIRLIFT UPDATE New Non-stop Flights Frontier Airlines from Philadelphia (May 2016) Frontier Airlines from Orlando (June 2016) Allegiant Air and Southwest Airlines from Albuquerque, NM (June 2016) Allegiant Air from Pittsburg (Dec 2016) Allegiant Air from Cleveland (Feb 2017) Allegiant Air from St. Pete-Clearwater, FL (Feb 2017) Southwest from Kansas City, MO (March 2017) Delta from Raleigh- Durham, NC (March 217) Allegiant Air from Destin/ Ft Walton Beach, FL (May 2017) Allegiant Air from Indianapolis (May 2017) Southwest from Indianapolis, In (May 2017) Delta from Seattle (June 2017) Southwest from Panama City, FL (June 2017)
2016 INTERNATIONAL OVERNIGHTS BY COUNTRY OF ORIGIN Mexico: 1,793,700 Canada:158,200
WHY ATTRACT INTERNATIONAL VISITORS? Longer trips Outspend domestic-3:1 Favorable global trends: travelers looking for new destinations, authentic experiences Demand for Austin is strong and growing! Supports Austin s increased air service
AUSTIN WEEK IN LONDON In partnership with Brand USA, the Austin CVB participated in activities in and around the Royal Horticulture Society s (RHS) Hampton Court Palace Flower Show in London the world s largest annual outdoor flower show with an estimated 150,000 attendees. ACVB collaborated with local experts at the Lady Bird Johnson Wildflower Center to create the Austin Garden, which premiered in the World of Gardens area at the show and won a top prize of a Silver Gilt Award. Other activities included media, trade and consumer outreach at the annual British Airways/American Airlines golf tournament, Visit the USA 4 th of July Ball and the NME Sounds of Summer concert event.
TARGET AUDIENCES Press Travel Trade Consumer - Interviews with Garden Designer Sadie May Stowell and Austin - Musician Carson McHone - Editorial & Paid - UK Radio Tour - BBC - NME - Travel Weekly - Escapism - Sunday Times - Telegraph Private Viewing Event/Reception Packaging Sweepstakes Travel Trade press Visit USA Ball BA/AA Golf Tournament NME Sounds of Summer Contest with BA and STA RHS Sweepstakes (1398 entries and counting) A&K/BUSA Promotion landing page Email Blast Private Viewing Event at RHS Out of Home Tube station Ads Pd. Media website NME Sounds of Summer contest Social campaign
NME SOUNDS OF SUMMER Cohosted the Sounds of Summer event with NME at Hoxton Square Bar & Kitchen, featuring performances by 3 up-and-coming UK bands and Austin artist Carson McHone More than 400 guests and consumers attended Included media coverage on nme.com, Shuffle, Topman, Zerchoo and AIOMP3 as well as: - Display ads, print ads, advertorial, print & online reviews, social media, event collateral, merchandise & Austin branding - Consumer and trade ticket promotions with BA, STA and Topman - 545,818 total seeding on social media
SOCIAL MEDIA PROMO: GERMANY
TOURISM 2016 RECAP February 2016 Mexico Sales and Media Blitz NME Awards- London March 2016 ITB (Berlin) UK Sales & Media Mission April 2016 German and Dutch Sales and Media Mission May 2016 TX Tourism Mexico Sales Mission (Mexico City) & ARLAG (Guadalajara) June 2016 IPW (New Orleans) July 2016 Reverse Receptive Sales Mission August 2016 Volaris Inaugural Flight Activities September 2016 British Airways Le Mans FAM November 2016 Aeromexico Flight launch and Media FAM Mexico City Sales & Media Mission WTM- London December 2016 Australia/ New Zealand Mission American Golf Cup
Australia/ NZ Air New Zealand Australia/ NZ Agent Fam World Travellers NZ- Nov 2016 Brazil Elle Magazine- May 2016 Canada Vancouver Escapes- Nov 2016 Domestic RTO Reverse Mission/ FAM- July 2016 Tourico- Multiple Visits Hotelbeds- Jan 2016 ATI Feb 2016 Germany British Airways & FTI- Nov 2016 USA Rejser- Aug 2016 Dertour- June 2016 Japan JAL Airlines- April 2016 Mexico Volaris Airline Flight Launch Media Aug 2016 Aeromexico Airline Flight Launch Media- Nov 2016 UK British Airways- Sept 2016 Travel Weekly Nov 2016 Audley Travel- Feb 2016 Imagine Travel- May 2016 Hands Up Holidays- Aug 2016 2016 HOSTED VISITS
INTERNATIONAL TOURISM 118 New International Packages Featuring Austin 8% Increase Austin product Across Key International Markets 6% Increase in Room Nights Booked Through Key RTOs
BENEFITS OF WORKING WITH RTOS RTO Channel books over 26 million RN Instant access to international groups, MICE, FIT (Free Independent Traveler) through travel trade Ability to deliver business during off-peak times through flexible/ dynamic contracts Act as your international sales & marketing team Assumes currency and financial risk of collections
UPCOMING TOURISM ACTIVITIES NME Awards- London (Feb 2017) Aeromexico Gran Plan Austin Sales Visit (Feb 2017) Texas Tourism Mexico Sales & Media Mission (March 2017) ITB (March 2017) Aeromexico Media FAMs (Spring 2017) Canada Media FAM (April 2017) ARLAG- Guadalajara, MX (May 2017) IPW- Washington, D.C. (June 2017)
AUSTIN IN THE NEWS 16-17 YTD: Numbers Number of hosted press FAMs: 34 Dollar value of press: >$850 million 9 from the UK, 11 from the Americas and 4 from Germany Additional media FAMs from New Zealand, Scotland, Switzerland, Australia, Austria and France 15-16: Numbers Number of hosted press FAMs: 21 Dollar value of press: $23 million
PRESS FAMS Yahoo.com - No Spas Here: 10 Best Active Girlfriend Getaways Media Value: $777.5 Million Exposure: 13 Million USA Today - Austin, Texas' chefs dish up masterpieces for charity Media value: $13 Million Exposure: 6 Million Skyward (Japan) Inflight Magazine Media value: $178,431 Exposure: 3.26 Million
FILM EVENTS WE TAKE PART IN/SPONSOR Sonoma Film Festival Austin Panel Austin Film Festival Opening Reception ATX Television Festival Reception SXSW Film Texas Reception AFCI Locations Trade Show Los Angeles Film Texas Brunch Texas Film Awards
CONCERNS FOR FUTURE FILM PRODUCTION IN AUSTIN We have had a great year with the new AMC series The Son staring Pierce Brosnan and the $175 million dollar sci-fi film Alita: Battle Angel. Productions also love Austin s diverse locations, professional crew and warm hospitality. But the big decision maker for studios to choose where they film is state incentives.
ALL ATX LOW DOWN VIOLET CROWN COMPILATION ALL ATX / Keller Williams are ACVB s Official Music Sponsor We work together annually to produce a themed compilation CD This years features: 17 local musicians and a 20 page guide to Austin entertainment districts and live music venues Distributed to meeting planners, travel trade, media/press and visitors
HIRE AN AUSTIN MUSICIAN DATABASE Hire an ATX Musician feature available on the website Refers local acts to conventions, meetings & other event requests More than 1,300 artist referrals & 130 hired through Hire an ATX Musician program in FY 15/16 Since Oct 2015, ACVB has hired 112 musicians for various promotions More than 700 artists in database 26 diverse genres represented Rap/ Hip Hop/R&B 7% Pop 4% Latin / Tejano 6% Jazz Rock 16% World Beat 4% 6% Christian / Gopsel 1% DJ 5% Big Band / Swing 5% Folk / Acoustic / Bluegrass / Americana 16% Blues/Soul 9% Dance/Electronic 3% Country/Cowboy 14% Children's 1% Classical 2%
PEAK VISITOR SEASON- DAYTIME PROGRAMMING Working with the City of Austin Music Office to develop programming recommendations to Downtown music venues. Goal is to build a foundation for daytime music programming and promote downtown walkability for venues and Austin Visitor Center during peak visitor months
CURRENT MUSIC LANDSCAPE ACVB is a stakeholder on Mayor Adler s Omnibus Resolution & on the City of Austin s Music Tourism Taskforce. City of Austin Music Office looking to make recommendations for Agent of Change & Entertainment Licensing streamlining. Austin has also launched an international Music Venue Trust, a lobbying group for music venues first started in the UK.
STRATEGIC ALLIANCES Development of a CVB Foundation Revamp Assessment Program Recover from PCMA
STAFF UPDATE Ashley Dowgwillo, Marketing Manager Katherine Wise, Communications Manager Heather Lang, Director of Human Resources Sarah Bittenham, Sales Coordinator Amanda Rassasack, Sales Coordinator Ali Issac, Sales Coordinator Bridget Portier, Assistant Director of Convention Services Holland Millham, Executive Assistant Tom Noonan, President & CEO
LOCAL CVB Funding: 1.45%? TPID Convention Center Expansion Visitor Impact Task Force
STATE SB6- Privacy Protection ACT Short Term Rentals Ride Share Texas Tourism- Full Funding Special Event Trust Fund
AUSTIN CVB NAME CHANGE Who will we be the next time you see us? Committee of staff stakeholders, board members, and agency partners tasked with name selection and research validation Rebrand will include CVB name, visual branding, and online presence To be unveiled during Tourism Week in May 2017
THANK YOU And be sure to follow us! Facebook: @VisitAustinTexas Twitter: @VisitAustinTX Instagram: @VisitAustinTX