Group Sales & Services March 23 rd, 2017 Monday, March 27, 2017
FY 16-17 Group Sales
70,000 Sales Goal to Actual YTD 57,058 Actual 64,848 60,000 Actual 54,053 Actual 57,670 Actual 60,906 50,000 Room Nights 40,000 30,000 Goal of 53,200 Goal of 56,200 Goal of 60,900 Goal of 61,000 Goal of 72,000 72,000 20,000 10,000 Value of $8,433,143 Value of $9,684,241 Value of $11,828,241 Value of $14,000,000 Value of $13,000,000 (YTD) 0 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 YTD (Partial Year)
300 Number of Groups by Area of Origin 250 250 248 200 NC: 175 178 150 NC: 133 NC: 121 100 50 37 83 54 78 28 62 West & Mid-West Mid-Atlantic & Northeast Southeast International 0 2 2014-2015 2015-2016 2016-2017 YTD 9 0
45,000 Number of Room Nights by Area of Origin 40,000 38,706 39,969 35,000 33,393 30,000 25,000 NC: 25,082 NC: 23,933 20,000 NC: 20,527 15,000 15,243 10,000 7,462 9,755 11,484 10,893 7,375 West & Mid-West Mid-Atlantic & Northeast 5,000 Southeast International 0 65 495 2014-2015 2015-2016 2016-2017 YTD 0
30,000 Number of Room Nights by Market Segment Government Group Tour 25,000 20,000 19,935 22,377 Corporate SMERF Association Sports/Athletics 15,918 16,230 15,460 15,000 10,990 13,384 11,174 12,777 10,000 9,870 7,452 5,000 3,986 4,283 3,310 2,560 2,316 2,431 1,661 0 2014-2015 2015-2016 2016-2017 YTD (Partial Year)
900 Tentative Sales Leads Issued 800 782 727 700 600 500 534 510 400 300 200 100 0 14-15 15-16 16-17 YTD
250,000 Tentative Room Nights 200,000 202,486 172,604 150,000 141,906 132,302 100,000 50,000 0 14-15 15-16 16-17 YTD
12,000 Person-to-Person Outreach 10,000 9,869 8,868 8,000 7,504 6,000 6,457 4,000 2,000 0 14-15 15-16 16-17 YTD
70,000 Indirect Outreach 62,687 60,000 55,893 50,000 40,000 38,524 30,000 20,000 24,987 10,000 0 14-15 15-16 16-17 YTD
Lift volume/schedule Sales Challenges Meeting space total sq. footage/availability House Bill 2 future impact Difficult to measure total effectiveness of programs Regional meeting competition increasing
Sales Opportunities Accolades volume/high level Staff wired to succeed Financial support Asheville can deliver the unique experiences planners are looking for
Planners seek bigger, bolder F&B experiences; formal banquet dinners replace with interactive fun meal experiences. Security 17-18 Trends - Promising Purpose driven experiences (millennials) matter Disruption technological forces, changes in DC, delegates are no longer attendees but participants
17-18 Trends - Promising Group size, number of meetings scheduled, uptrending meeting rates, longer meetings, more demand for customized meetings packages. Healthcare, education, the financial industry, major Pharma are all delivering strong demand in 2017. Incentive meetings are making a comeback.focusing on the best and most unique features of a locale, enriching the experience for all attendees.
FY 17-18 Group Sales Client Contact Brand Boosters Communications
Client Contact: 48-Hour, Client Events, Client Contact Vetted by area directors of sales Sunday-Wednesday nights Scaled to size Sourced through ACVB Eligibility standards set - Once every 3 years - Established festivals no eligible Promoted in appealing way XXXXX in XXXX Good old fashioned phone calls, invitations to special events at your property or within your destination, meeting for coffee or cocktails after work, are all seen as critical in nurturing a relationship with those who can be so meaningful in delivering volume business to your hotel or resort. - Hotel News Resource.com 3/17
Reimagined FAMs FAM Experience - 48-HR - 25 qualified planner event - 1X in Spring 2018 - National audience corporate, incentive, association - Add CMP credits FAM Experience NC/SC - 15 NC/SC qualified planners (+1) - Focus on corporate - Limited programming (FR-SS) Motorcoach FAM - Exclusive to Asheville area
48-Hour Experience Impact FAM History - 48-HR - 10 Experiences (Nov. 13) - 58 direct/indirect planners - 23 definite/pending EIC Financial Returns - $3.2 million in direct spend (Lodging, transportation, F&B, retail, space rentals, business services for attendees, organizer and exhibitors)
Client Contact Client Events 2017/2018 - Fall/Winter Raleigh - Spring Atlanta - 2018 Northeast Trade Events - 25 events targeted Targets - Mid-week (48-Hr/Incentive/select government) - Northeast - Mid-Atlantic (Ohio Valley) - Financial, Insurance, Medical
Trade Events Corporate & Incentive Meeting Planners International World Education Congress Financial & Insurance Planners Conference IMEX Americas Meeting & Convention SE Connect Corporate Meeting Industry Council Luxury Meetings (MN, OH, MASS) National National National Southeast National West Regional
Corporate, Incentive, Association 13 th Pharmaceutical Professionals Summit* National Smart Meetings NE (3day)* Smart Meetings (FL, TX, OH) Single day Association Executives of NC American Society of Assn. Executives Annual Meeting & Tradeshow Holiday Showcase Destination Showcase SC Society of Assn. Executives Northeast Regional NC (A) National (A) Mid-West (A) Mid-Atlantic (A) SC (A)
Trade Events Motorcoach & Intl. American Bus Association National Tour Association Spotlight on SE Tourism Heartland Travel Showcase Travel South Domestic Showcase National National National Mid-Atlantic National Travel South International Economic Development Partnership of NC Trade Mission* International International
Brand Boosters
Brand Boosters
Communications
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Communications Print Placements Meetings Today (2) Successful Meetings (3) Association Forum (1) Digital Placements Meetings Today (2) Meetings Net (3) Articles Prevue, Meetings Today Carolinas, Meetings Today webinar and magazine, SportsEvents
Have More Fun On Us Opens doors Influences decision Great communication tool Targets Mid-Week
Deployment Map Shawn Boone Tina Porter Molly Nelson Carla McGlynn
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