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MEETINGS & CONVENTION               
               MARKET
UNDERSTANDING THEIR VALUE
                                    
         TO A DESTINATION           
                                    
                                    
                                    
              SCOTT WARREN
                                    
                   RRC/METROPOLL
             VICTORIA ISLEY         
            DESTINATION MARKETING
        ASSOCIATION INTERNATIONAL
               ERIC JOHNSON
                                    
                      ATLANTA CVB
                                    
The Meetings Market

 Scott Warren
 Research Analyst
 RRC Associates
•Formerly METROPOLL
•National Study of Meeting Planners
•Every 2 Years Since 1983
•Additional Custom Meeting Planner
Studies for various DMOs
•Part of the STR family of companies
Understanding the Meetings Market:
•How is a Meeting Planner Different From a
Leisure Traveler?

•What is Important to a Meeting Planner?

•Trends in the Meetings Market

•Perception vs. Reality and Benchmarking
Initiatives
Meeting Planners and Leisure Travelers

•Atlanta
•Dallas
•Hawaii
•Indianapolis
•Seattle
Meeting Planners and Leisure Travelers
Considerations in Site Selection
How Meeting Planners Select Sites
How Meeting Planners Use Information
Likelihood to Recommend
How likely are you to recommend the meeting
site where you held your largest meeting in the
past 12 months to a colleague?

•Promoter(rating a 9 or 10):      58%

•Detractor (rating 0 to 6):       17%
Tracking and Benchmarking

•Social Media and Internet Use Among
Meeting Planners

•LEED Certification of Convention Centers
Case 1: Web Use
•Internet Sources Which Are Very Important in
Site Selection:

                                 2009    2011
Destination Web Site              38%     54%
Hotel Rating/User Review Site     41%     46%
Convention Center Web Site        38%     44%
Case 1: Web Use
•Visibility Among a Destination’s Own Clients
Seven Destinations are Included in This Average

Average Marketing Exposure               2009
Viewed Destination’s Website              49%
Saw Internet Ads                          35%
Viewed Facebook Page                      4%
Case 1: Web Use
•So Is The Average Destination More Visible On
the Internet?
 Average Marketing Exposure     2009    2011
 Viewed Destination’s Website   10%     10%
 Saw Internet Ads               12%     14%
 Viewed Facebook Page           n/a      1%
Perception vs. Reality
•Case 2: LEED Certifications
“Green Certified” Facility
Perception vs. Reality
“Green Certified” Facility
Among 4 Destinations with LEED Certifications:

Average Percentage of Meeting Planners Among
a National Sample Recognizing a Certification:
                      10%

Average among own clients:
                     43%
Take Away Points
•Meetings Planners are (Somewhat) Different
From Leisure Travelers

•Information Needs and Use of Meeting Planners
Differs from Leisure Travelers in Significant
Ways

•Benchmarking Perceptions and Tracking Them
Over Time Among Clients and Prospects
Victoria Isley, Chief Operating Officer
                                                        @victoriaisley
Passion | Impact | Innovation
ORGANIZATIONAL OVERVIEW
                                          OUR MISSION                               OUR BRAND PROMISE                                 OUR VALUES
 OUR CAUSE                                DMAI advocates for the professionalism,   DMAI is the passionate advocate and               DMAI is committed to the following
 DMAI exists to protect and advance the
                                          effectiveness and significance of         definitive resource for official destination      core values: Innovative,
 success of destination marketing.
                                          destination marketing organizations       marketing organizations and professionals         Transparent, Responsive, Inclusive
                                          worldwide.                                worldwide.



          DMAI cultivates content and a community for DMOs that makes them passionate about what they have to gain.




                 ADVANCE THE                                            ADVOCATE FOR THE                                          PROTECT & LEVERAGE
               DMO PROFESSIONAL                                           DMO INDUSTRY                                           ASSOCIATION RESOURCES


       1.1      Professional Development                         2.1     At Home                                           3.1     DMO Members

       1.2      Career Development                               2.2     In the Meetings Market                            3.2     Allied Members/Sponsors

       1.3      Peer-to-Peer Networking                          2.3     In the Consumer Market                            3.3     Leadership/Governance

                                                                                                                           3.4     Professional Management
                                                                                                                                                                           19
EMPOWERMINT &        EVENT IMPACT       DMO GROUP SALES
 INSIDE OUT CAMPAIGN    CALCULATOR       CHANNEL IMPACT STUDY




Advocate for the DMO in the Meetings Market
1.8
                      
             million  
 Meetings in the U.S. 
                      
$263 billion          
In spending           
1.7 million           
Jobs created
                      
                      
Source: Convention Industry Council

                      
Economic Significance of Meetings to the US Economy
10:1
 ROI of business travel


29%
of new sales depend on business travel



50%
Prospects that become customers
with meeting in person


40%
would lose customers to competitors
without face-to-face meetings
MANY INFLUENCES ON PLANNERS
                                       DESTINATION BRAND

                                                                DMO INFLUENCE
                                                                Prospecting/Research
                                                                Sales (See Next Slide)
                                               Sales &          Relationships
                                              Marketing         Marketing & PR

 Relationships
 Votes
                                                                                         DMO INFLUENCE
                           Board of                              Delegates/              Consumer Marketing
                           Directors                             Attendees               Attendance Promotion
                                              Meeting                                    Destination Popularity

                                              Planner/
                                               Client


 Hotel Rates                                                                  Convention Center
 Convention Center Rental &                                                   Hotels
                                                          Facilities/
 Services                              Cost                                   Destination
                                                           Service
 Transportation/Shuttle Costs                                                 Venues
SALES PROCESS


    Prospect: empowerMINT                                                             empowerMINT
                                                                                      Association
    Databases
                                                                                      Corporate
    Quantify ROI: Event                                                               Government
    Impact Calculator                                                                 Diversity
    Retention                                  Research
                                                                        Qualifying




      Proposals                                   Secured Business:
      Presentations                              Occurs within 1 year
                                       Bids            or up to
      Multi-Year
                                                     10 years out
      Agreements
      Votes
                                                                              Sales


                                                                                         Meeting Planners
                                                   Leads                                 Third Party Planners
                                                                                         - Experient, Conference
                                                                                            Direct, Smith Bucklin,
                                                                                            etc.
Review Leads with Community Partners
Hotels, Convention Center
Evaluate Incentives: Event Impact Calculator
Exclusively
          About DMO Channel

empowerMINT.com
2011 DMO MINT Reporting
                       2500




                       2000
# of Events Reported




                       1500




                       1000




                       500




                          0
                               Q1         Q2                Q3     Q4     Q1        Q2                 Q3     Q4
                                                 Bookings                                  Histories
                        2010   1106       1039              1057   1406   1140      1367               1522   1369
                        2011   2234       1344              1967   1401   1364      1706               2018   1719


                                         Bookings                                    Histories
                                      51% Increase YOY                           27% Increase YOY
ORGANIZATIONAL OVERVIEW




  27
WHERE WE’VE BEEN




         Attendees X
      Magical Number =
       Direct $pending
DMAI’S EVENT IMPACT CALCULATOR


                            What we
                              heard….
                            • Localized
                            • Credible
                            • Annualized
                            • Integrated
DMAI’S EVENT IMPACT CALCULATOR


                                 • >2,000
                                   Calculations
                                 • 89 DMOs
                                              >$10M
                                               17%


                            <$3M                      $6-10M
                             43%                       18%
                                      $3-6M
                                       22%


                                    Subscriber
                                  Budget Category
   US Based Data
WHAT DOES IT DO?

 The Event Impact Calculator measures the
 economic value of an event in terms of
 spending, jobs, wages, taxes, and ROI

   Informs negotiations with meeting planners
   Evaluates incentives and costs against the
   value of an event (can score events)
   Provides a case to policymakers for the
   ongoing development of the meetings sector
THE PLATFORM

  • Online calculator designed to be simple and flexible
  • User enters basic parameters of the event
  • EIC estimates (for your city)…
        Business sales by industry and source
        Impacts of sales on jobs, wages, local taxes
        ROI of the event against hosting costs and
        incentives
  • Report is then generated for the event
  • Save, recall, or aggregate events
  • Link to CRM / empowerMINT
CALCULATOR’S DATA SOURCES

 1.       Oxford Economics 2010 survey of meeting planners (conducted for
          CEIR)
      •      Respondents manage 290 exhibitions representing 1 million attendees and 350,000
             exhibitors

 2.       CIC national-level event spending estimates
 3.       Longwoods International per diem visitor spending by category and
          type of city (largest available industry sample - covers 100 cities)
 4.       City-by-city data on cost of doing business by sector
 5.       City-by-city tax rates
 6.       City-by-city employment and income multipliers
 7.       Real event contract values
 8.       empowerMINT / CRMs
 9.       SMG Facility Data (organizer spend in facilities)

 …combined to create a localized and flexible basis for total impact analysis
KEY: DATA COLLECTION/KNOWLEDGE
KEY: DATA COLLECTION/KNOWLEDGE
KEY: DATA COLLECTION/KNOWLEDGE
KEY: DATA COLLECTION/KNOWLEDGE
Reporting
(1) Evaluating Business Opportunities
(2) Year-End Reporting
(3) Local PR Per Event
$20.7M

    $26.8M
WHAT’S NEXT


               DMO Adoption of
                Improved Data
                Collection
               Interface (API)
                with the CRM
                Solutions
               Sports Calculator
OBJECTIVES

                       1. To quantify the total impact of the
                          DMO channel through the sales
                          of meetings and events

                       2. To understand the growth of the
                          channel (year over year)
  DMO GROUP SALES       EVENT IMPACT           EMPOWERMINT &
CHANNEL IMPACT STUDY    CALCULATOR           INSIDE OUT CAMPAIGN
                       3. To communicate the power of the
                          DMO channel to internal and
                          external stakeholders


Advocate for the DMO in the Meetings Market
HOW IS IMPACT QUANTIFIED?

   Two measures:
       Booked events (booked in calendar 2009, 2010 & 2011)
       Occurred events (occurring in calendar 2009, 2010 & 2011)




    • CRMs
                                      Clean Data        • 10 Regression
    • DMOs Direct                                         Models
                               • Omit “Assists”         • BudgetSales
                               • Inconsistencies          Personnel
                                                          BudgetProduction


                                                               Scale to
           Raw Data
                                                               Universe
NEXT STEPS


 1. Evaluate and project data with Tourism Economics

 2. Review findings with DMO Group Sales Channel Impact
    Study Task Force (comprised of members from
    Advocacy and Sales & Marketing Committees)

 3. Release findings at DMAI’s Annual Convention in Seattle

 4. Articulate a clear communications strategy, including:
    • Provide context (compared to what?)
    • Refrain from third party comparisons, recognizing
        influence from multiple channels
WANT MORE INTEL?

July 11 @ 2:30 PM EDT
Users Forum with Tourism
  Economics
 WebEx
 Methodology Paper: 1st Draft

July 17-18
Workshops, Office Hours with
Tourism Economics
 Annual Convention, Seattle
 Methodology Paper: Final Draft
The Meetings Market & Atlanta

              TTRA International Conference - Eric Johnson – June 18 2012
Meetings & Conventions - Understanding the Value to Destinations
Meetings & Conventions - Understanding the Value to Destinations
What percent of our
visitors are coming for
conventions & group
meetings?
      Visitors: People that stay overnight
      in hotels in “in-town” Atlanta
Meetings & Conventions - Understanding the Value to Destinations
Meetings & Conventions - Understanding the Value to Destinations
Meetings & Conventions - Understanding the Value to Destinations
56%
                                                        
                                                        
 of in-town Atlanta hotel guests came because
 of group meetings and conventions.
                                                        
                                                        
Over $809 million                                       
 in visitor spending in Atlanta.
                                                        
Over 60%                                                
of all spending in Atlanta by in-town hotel
guests.
                                                        
Source: ACVB utilizing data from STR, DKSA, Hotels in
Atlanta, Conventions hosted in Atlanta, Tourism
                                                        
Economics, Travelclick, and OTTI.
                                                        
The majority of these conventioneers or
group meeting attendees came because of
                                          
events booked by the hotels.
                                          
                                          
                                          
                                          
                                          
                                          
                                          
                                          
                                          
The majority of these conventioneers or
group meeting attendees came because of
                                                      
events booked by the hotels.
                                                      
The remaining attendees, a little less
than half, came because of events
                                                      
specifically booked by ACVB.
                                                      
                       25%
                        of all in-town hotel guests
                                                      
                        from ACVB meetings.
                                                      
                                                      
                                                      
                                                      
                                                      
The majority of these conventioneers or
group meeting attendees came because of
                                                      
events booked by the hotels.
                                                      
The remaining attendees, a little less
than half, came because of events
                                                      
specifically booked by ACVB.
                                                      
                       25%
                        of all in-town hotel guests
                                                      
                        from ACVB meetings.
                                                      
The majority of the attendees attracted
by ACVB came to Atlanta because of
                                                      
“City-Wide” meetings or conventions.
                                                      
                      16%
                       of all in-town hotel guests
                                                      
                       from City-Wide meetings.
                                                      
Compression
Buckhead
      Occ: +14%
      ADR: +6%




       Midtown
       Occ: +16%
       ADR: +7%




East Point
Occ: +14%
ADR: +6%


         Compression
Outline
How do Meetings &
Conventions fit into:
   1. Our City

   2. Our CVB

   3. Our Research
Outline
How do Meetings &
Conventions fit into:
   1. Our City

   2. Our CVB

   3. Our Research
Meetings, Conventions, and our CVB

 Sales:   Approximately a third of our employees.



 Convention Services:           Approximately 8% of our staff.
   Caters to the needs of our meetings when they occur.



 Marketing:      Within our marketing team, one staff member
   dedicated to producing promotional materials and media
   regarding meetings.


 Membership:        Information about and access to conventions is
   rated as the most important benefit we offer our members.
Meetings & Conventions - Understanding the Value to Destinations
Outline
How do Meetings &
Conventions fit into:
   1. Our City

   2. Our CVB

   3. Our Research
Economic Impact Calculations

 •   Calculated for our largest
     conventions, Convention Center, and other
     events as needed
 •   Tourism Economics’ Event Impact Calculator
 •   Gathering input data takes some significant
     work
Estimate & Track Overall Volume

 •   Answers questions such as: How many
     conventioneers are coming to Atlanta this year
     or next year? How does this compare to prior
     years?
 •   Involves a variety of data sources
 •   Cleaning data entered by sales staff is an
     essential task
Meeting Planner Feedback Surveys

 •   Completed primarily by our largest city-wide
     clients
 •   Regards their experience in Atlanta and with
     ACVB
 •   These surveys help us:
     •   Identify themes in our strengths and
         weaknesses
     •   Track our performance improvements or
         areas where we continue to struggle
Custom Research
  Surveys & Focus Groups

 •   What is important to meeting planners?
 •   How do they view Atlanta and our peers?
Program CRM Database Tools

 •   Simplifies our sales team’s processes for
     identifying and prioritizing opportunities
 •   Programmed utilizing data visualization software
Track Competitive Trends

 •   Regularly produced reports tracking our market
     share and future outlook
 •   Reported in terms of competitive sets and
     industry segments
 •   TAP data
A Research Story
  Business Problem: Losing market share to competitors

  Research Questions: How do key decision makers view
     Atlanta? What are the reasons they are choosing other
     cities over us?

  Approach: Focus group of association executives

  Findings:
      • Participants’ consideration sets included more
         competitors than anticipated
      • Participants did not see our strengths the same way
         that we saw them
      • A deeper understanding of the nuances of various
         topics, e.g. Destination Appeal, Cost etc.

  Outcome: Greater effort to promote Atlanta’s strengths we
     take for granted e.g. Walkability & Easiness to get to
Meetings & Conventions - Understanding the Value to Destinations
Meetings & Conventions - Understanding the Value to Destinations

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Meetings & Conventions - Understanding the Value to Destinations

  • 1. MEETINGS & CONVENTION  MARKET UNDERSTANDING THEIR VALUE  TO A DESTINATION     SCOTT WARREN  RRC/METROPOLL VICTORIA ISLEY  DESTINATION MARKETING ASSOCIATION INTERNATIONAL ERIC JOHNSON  ATLANTA CVB 
  • 2. The Meetings Market Scott Warren Research Analyst RRC Associates
  • 3. •Formerly METROPOLL •National Study of Meeting Planners •Every 2 Years Since 1983 •Additional Custom Meeting Planner Studies for various DMOs •Part of the STR family of companies
  • 4. Understanding the Meetings Market: •How is a Meeting Planner Different From a Leisure Traveler? •What is Important to a Meeting Planner? •Trends in the Meetings Market •Perception vs. Reality and Benchmarking Initiatives
  • 5. Meeting Planners and Leisure Travelers •Atlanta •Dallas •Hawaii •Indianapolis •Seattle
  • 6. Meeting Planners and Leisure Travelers
  • 8. How Meeting Planners Select Sites
  • 9. How Meeting Planners Use Information
  • 10. Likelihood to Recommend How likely are you to recommend the meeting site where you held your largest meeting in the past 12 months to a colleague? •Promoter(rating a 9 or 10): 58% •Detractor (rating 0 to 6): 17%
  • 11. Tracking and Benchmarking •Social Media and Internet Use Among Meeting Planners •LEED Certification of Convention Centers
  • 12. Case 1: Web Use •Internet Sources Which Are Very Important in Site Selection: 2009 2011 Destination Web Site 38% 54% Hotel Rating/User Review Site 41% 46% Convention Center Web Site 38% 44%
  • 13. Case 1: Web Use •Visibility Among a Destination’s Own Clients Seven Destinations are Included in This Average Average Marketing Exposure 2009 Viewed Destination’s Website 49% Saw Internet Ads 35% Viewed Facebook Page 4%
  • 14. Case 1: Web Use •So Is The Average Destination More Visible On the Internet? Average Marketing Exposure 2009 2011 Viewed Destination’s Website 10% 10% Saw Internet Ads 12% 14% Viewed Facebook Page n/a 1%
  • 15. Perception vs. Reality •Case 2: LEED Certifications “Green Certified” Facility
  • 16. Perception vs. Reality “Green Certified” Facility Among 4 Destinations with LEED Certifications: Average Percentage of Meeting Planners Among a National Sample Recognizing a Certification: 10% Average among own clients: 43%
  • 17. Take Away Points •Meetings Planners are (Somewhat) Different From Leisure Travelers •Information Needs and Use of Meeting Planners Differs from Leisure Travelers in Significant Ways •Benchmarking Perceptions and Tracking Them Over Time Among Clients and Prospects
  • 18. Victoria Isley, Chief Operating Officer @victoriaisley Passion | Impact | Innovation
  • 19. ORGANIZATIONAL OVERVIEW OUR MISSION OUR BRAND PROMISE OUR VALUES OUR CAUSE DMAI advocates for the professionalism, DMAI is the passionate advocate and DMAI is committed to the following DMAI exists to protect and advance the effectiveness and significance of definitive resource for official destination core values: Innovative, success of destination marketing. destination marketing organizations marketing organizations and professionals Transparent, Responsive, Inclusive worldwide. worldwide. DMAI cultivates content and a community for DMOs that makes them passionate about what they have to gain. ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES 1.1 Professional Development 2.1 At Home 3.1 DMO Members 1.2 Career Development 2.2 In the Meetings Market 3.2 Allied Members/Sponsors 1.3 Peer-to-Peer Networking 2.3 In the Consumer Market 3.3 Leadership/Governance 3.4 Professional Management 19
  • 20. EMPOWERMINT & EVENT IMPACT DMO GROUP SALES INSIDE OUT CAMPAIGN CALCULATOR CHANNEL IMPACT STUDY Advocate for the DMO in the Meetings Market
  • 21. 1.8  million  Meetings in the U.S.   $263 billion  In spending  1.7 million  Jobs created   Source: Convention Industry Council  Economic Significance of Meetings to the US Economy
  • 22. 10:1 ROI of business travel 29% of new sales depend on business travel 50% Prospects that become customers with meeting in person 40% would lose customers to competitors without face-to-face meetings
  • 23. MANY INFLUENCES ON PLANNERS DESTINATION BRAND DMO INFLUENCE Prospecting/Research Sales (See Next Slide) Sales & Relationships Marketing Marketing & PR Relationships Votes DMO INFLUENCE Board of Delegates/ Consumer Marketing Directors Attendees Attendance Promotion Meeting Destination Popularity Planner/ Client Hotel Rates Convention Center Convention Center Rental & Hotels Facilities/ Services Cost Destination Service Transportation/Shuttle Costs Venues
  • 24. SALES PROCESS Prospect: empowerMINT empowerMINT Association Databases Corporate Quantify ROI: Event Government Impact Calculator Diversity Retention Research Qualifying Proposals Secured Business: Presentations Occurs within 1 year Bids or up to Multi-Year 10 years out Agreements Votes Sales Meeting Planners Leads Third Party Planners - Experient, Conference Direct, Smith Bucklin, etc. Review Leads with Community Partners Hotels, Convention Center Evaluate Incentives: Event Impact Calculator
  • 25. Exclusively About DMO Channel empowerMINT.com
  • 26. 2011 DMO MINT Reporting 2500 2000 # of Events Reported 1500 1000 500 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Bookings Histories 2010 1106 1039 1057 1406 1140 1367 1522 1369 2011 2234 1344 1967 1401 1364 1706 2018 1719 Bookings Histories 51% Increase YOY 27% Increase YOY
  • 28. WHERE WE’VE BEEN Attendees X Magical Number = Direct $pending
  • 29. DMAI’S EVENT IMPACT CALCULATOR What we heard…. • Localized • Credible • Annualized • Integrated
  • 30. DMAI’S EVENT IMPACT CALCULATOR • >2,000 Calculations • 89 DMOs >$10M 17% <$3M $6-10M 43% 18% $3-6M 22% Subscriber Budget Category US Based Data
  • 31. WHAT DOES IT DO? The Event Impact Calculator measures the economic value of an event in terms of spending, jobs, wages, taxes, and ROI Informs negotiations with meeting planners Evaluates incentives and costs against the value of an event (can score events) Provides a case to policymakers for the ongoing development of the meetings sector
  • 32. THE PLATFORM • Online calculator designed to be simple and flexible • User enters basic parameters of the event • EIC estimates (for your city)… Business sales by industry and source Impacts of sales on jobs, wages, local taxes ROI of the event against hosting costs and incentives • Report is then generated for the event • Save, recall, or aggregate events • Link to CRM / empowerMINT
  • 33. CALCULATOR’S DATA SOURCES 1. Oxford Economics 2010 survey of meeting planners (conducted for CEIR) • Respondents manage 290 exhibitions representing 1 million attendees and 350,000 exhibitors 2. CIC national-level event spending estimates 3. Longwoods International per diem visitor spending by category and type of city (largest available industry sample - covers 100 cities) 4. City-by-city data on cost of doing business by sector 5. City-by-city tax rates 6. City-by-city employment and income multipliers 7. Real event contract values 8. empowerMINT / CRMs 9. SMG Facility Data (organizer spend in facilities) …combined to create a localized and flexible basis for total impact analysis
  • 38. Reporting (1) Evaluating Business Opportunities (2) Year-End Reporting (3) Local PR Per Event
  • 39. $20.7M $26.8M
  • 40. WHAT’S NEXT  DMO Adoption of Improved Data Collection  Interface (API) with the CRM Solutions  Sports Calculator
  • 41. OBJECTIVES 1. To quantify the total impact of the DMO channel through the sales of meetings and events 2. To understand the growth of the channel (year over year) DMO GROUP SALES EVENT IMPACT EMPOWERMINT & CHANNEL IMPACT STUDY CALCULATOR INSIDE OUT CAMPAIGN 3. To communicate the power of the DMO channel to internal and external stakeholders Advocate for the DMO in the Meetings Market
  • 42. HOW IS IMPACT QUANTIFIED?  Two measures:  Booked events (booked in calendar 2009, 2010 & 2011)  Occurred events (occurring in calendar 2009, 2010 & 2011) • CRMs Clean Data • 10 Regression • DMOs Direct Models • Omit “Assists” • BudgetSales • Inconsistencies Personnel BudgetProduction Scale to Raw Data Universe
  • 43. NEXT STEPS 1. Evaluate and project data with Tourism Economics 2. Review findings with DMO Group Sales Channel Impact Study Task Force (comprised of members from Advocacy and Sales & Marketing Committees) 3. Release findings at DMAI’s Annual Convention in Seattle 4. Articulate a clear communications strategy, including: • Provide context (compared to what?) • Refrain from third party comparisons, recognizing influence from multiple channels
  • 44. WANT MORE INTEL? July 11 @ 2:30 PM EDT Users Forum with Tourism Economics  WebEx  Methodology Paper: 1st Draft July 17-18 Workshops, Office Hours with Tourism Economics  Annual Convention, Seattle  Methodology Paper: Final Draft
  • 45. The Meetings Market & Atlanta TTRA International Conference - Eric Johnson – June 18 2012
  • 48. What percent of our visitors are coming for conventions & group meetings? Visitors: People that stay overnight in hotels in “in-town” Atlanta
  • 52. 56%   of in-town Atlanta hotel guests came because of group meetings and conventions.   Over $809 million  in visitor spending in Atlanta.  Over 60%  of all spending in Atlanta by in-town hotel guests.  Source: ACVB utilizing data from STR, DKSA, Hotels in Atlanta, Conventions hosted in Atlanta, Tourism  Economics, Travelclick, and OTTI. 
  • 53. The majority of these conventioneers or group meeting attendees came because of  events booked by the hotels.         
  • 54. The majority of these conventioneers or group meeting attendees came because of  events booked by the hotels.  The remaining attendees, a little less than half, came because of events  specifically booked by ACVB.  25% of all in-town hotel guests  from ACVB meetings.     
  • 55. The majority of these conventioneers or group meeting attendees came because of  events booked by the hotels.  The remaining attendees, a little less than half, came because of events  specifically booked by ACVB.  25% of all in-town hotel guests  from ACVB meetings.  The majority of the attendees attracted by ACVB came to Atlanta because of  “City-Wide” meetings or conventions.  16% of all in-town hotel guests  from City-Wide meetings. 
  • 57. Buckhead Occ: +14% ADR: +6% Midtown Occ: +16% ADR: +7% East Point Occ: +14% ADR: +6% Compression
  • 58. Outline How do Meetings & Conventions fit into: 1. Our City 2. Our CVB 3. Our Research
  • 59. Outline How do Meetings & Conventions fit into: 1. Our City 2. Our CVB 3. Our Research
  • 60. Meetings, Conventions, and our CVB Sales: Approximately a third of our employees. Convention Services: Approximately 8% of our staff. Caters to the needs of our meetings when they occur. Marketing: Within our marketing team, one staff member dedicated to producing promotional materials and media regarding meetings. Membership: Information about and access to conventions is rated as the most important benefit we offer our members.
  • 62. Outline How do Meetings & Conventions fit into: 1. Our City 2. Our CVB 3. Our Research
  • 63. Economic Impact Calculations • Calculated for our largest conventions, Convention Center, and other events as needed • Tourism Economics’ Event Impact Calculator • Gathering input data takes some significant work
  • 64. Estimate & Track Overall Volume • Answers questions such as: How many conventioneers are coming to Atlanta this year or next year? How does this compare to prior years? • Involves a variety of data sources • Cleaning data entered by sales staff is an essential task
  • 65. Meeting Planner Feedback Surveys • Completed primarily by our largest city-wide clients • Regards their experience in Atlanta and with ACVB • These surveys help us: • Identify themes in our strengths and weaknesses • Track our performance improvements or areas where we continue to struggle
  • 66. Custom Research Surveys & Focus Groups • What is important to meeting planners? • How do they view Atlanta and our peers?
  • 67. Program CRM Database Tools • Simplifies our sales team’s processes for identifying and prioritizing opportunities • Programmed utilizing data visualization software
  • 68. Track Competitive Trends • Regularly produced reports tracking our market share and future outlook • Reported in terms of competitive sets and industry segments • TAP data
  • 69. A Research Story Business Problem: Losing market share to competitors Research Questions: How do key decision makers view Atlanta? What are the reasons they are choosing other cities over us? Approach: Focus group of association executives Findings: • Participants’ consideration sets included more competitors than anticipated • Participants did not see our strengths the same way that we saw them • A deeper understanding of the nuances of various topics, e.g. Destination Appeal, Cost etc. Outcome: Greater effort to promote Atlanta’s strengths we take for granted e.g. Walkability & Easiness to get to