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1321 BALTIMORE AVENUE, KANSAS CITY, MO 64105 VISITKC.COM • 816-691-3800
AN
NU
AL REPO
RT 2016
25 Best Ways to Spend a Weekend – Thrillist
America’s Best Cities for Foodies – TIME
50 Staycation Ideas – Elle Décor
Top 25 Future-Ready U.S. Cities – Convene
America’s Most Romantic Cities – Travel + Leisure
Vacations Packed with Art – GQ
6 Cities That Offer Better Value for Growing Start-Ups – Forbes
Best U.S. Cities for Affordable Getaways (#1) – Travel + Leisure
25 Travel Destinations with Skyrocketing Vacation Rental Interest - TripAdvisor
The Best Restaurants in America – MSN
America’s Best Cities for Singles – Travel + Leisure
5 Places to Experience African-American History and Culture – U.S. News & World Report
50 Epic Girls’ Getaways – Country Living
5 Must-See Cities on Your Midwest Road Trip – CBS
Hot Cities for Cool Downtown Meetings – Smart Meetings
WHAT THE WORLD IS SAYING
{ Noteworthy Rankings from 2016 }
#HowWeDoKC
ABOUT US WHO WE ARE
HISTORYFormed in 1918 as the hospitality arm of the KC Chamber of Commerce, the Convention and Visitors Bureau of Greater Kansas City became independently incorporated on June 20, 1966, as a not-for-profi t corporation. Now known as Visit KC, the marketing and sales organization is engaged on an annual basis by the City of Kansas City, Missouri, and is responsible for promoting the region as a top-of-mind travel destination for the leisure, convention and group tour audiences.
FUNDINGVisit KC’s primary source of funding is a tax on hotel/motel occupancy and a busi-ness license fee within the incorporated boundaries of Kansas City, Missouri. The ordinances creating the tax provide that the proceeds are to be used for marketing and operations of Visit KC. The organization’s budget is greatly enhanced by private funds raised through a variety of sources including partnership dues, advertising opportunities and in-kind services.
VISIONTo serve as a primary catalyst for extraordinary and continuous economic growth of the Kansas City region convention and visitor industry.
MISSION - Ignite global passion for visiting Kansas City.
WHAT WE DO
SELL KANSAS CITY• Destination branding to position Kansas City as a vibrant, creative community
• Convention sales efforts to attract conven- tions, meetings and sporting events to Kansas City
• Integrated marketing campaigns to drive visitors to KC through advertising, PR and social media
• Home to the KC Film Offi ce, representing the region’s fi lm community
WELCOME & CONNECT TRAVELERS• Assist with the successful execution of close to 300 meetings and conventions each year
• Creation of maps, guides, content and other visitor resources to help guests discover all there is to do in Kansas City
PROMOTE LOCAL BUSINESSESDrive traffi c to local hotels, attractions, restaurants and more than 2,000 businesses involved in the local hospitality community
SUPPORT LOCAL EVENTSOrganize and support major events like Kansas City Restaurant Week, Downtown Dazzle and the Big 12 Basketball Championship, to name a few
WHY IT’S IMPORTANT
TOURISM ECONOMIC IMPACTTourism generates $5.1 billion in economic impact for the region annually, including indirect and induced impact. Moreover, taxes paid by visitors save the average Kansas City household $525 in taxes annually.
LOCAL JOBS1 in 19 jobs in the region are sustained by tourism either directly or indirectly. That amounts to 46,621 jobs and $1.6 billion in wages.
INFLUX OF VISITORSAt last count, Kansas City hosts 24 million visitors each year. Of these, 48% (or 11.4 million) stay overnight. For more information about KC’s annual visitation, such as demographics and points of origin, go to VisitKC.com.
Sources: Tourism Economics, Longwoods International, U.S. Travel Association, 2014
24 MILLION VISITORS
MARKETING & COMMUNICATIONS2016 KEY ACCOMPLISHMENTS
• Executed an integrated marketing campaign with new agency of record MMGY Global. The campaign generated 164,000 incremental hotel room nights and $60.6 million in economic impact. Reaching 2.7 million households in fi ve states, the campaign generated the most effi cient results in Visit KC’s history with a return on investment of $93—up 33% over its $70 historical average.
• Generated more than 600 articles about Kansas City through public relations—accumulating an estimated 181 million PR impressions in publications such as The Wall Street Journal, Vogue, Travel + Leisure and more.
• Orchestrated two fl y-market activations in support of the “How We Do Kansas City” campaign, targeting consumers, meeting planners and media in Chicago and New York.
• Generated 383,347 brand engagements for Kansas City through social media, while surpassing 120,000 followers on both Facebook and Twitter.
• Assisted a record 251 productions through the KC Film Offi ce, including feature fi lms such as American Honey and All Creatures Here Below.
• Implemented the KCMO Film Incentive, offering fi nancial assistance to fi lm productions.
• Increased meeting planner interest in KC, amassing nearly 30 million impressions in convention marketing through trade advertising, earned media, e-mail market-ing and social media.
• Implemented integrated marketing campaigns to maximize publicity and interest in local events such as Kansas City Restaurant Week, March basketball, Downtown Dazzle and African-American History Month.
ADVERTISING CAMPAIGNS
LEISURE 2014 2015 2016
Media Budget $1,050,000 $1,195,802 $1,036,559
Local Media Partner Investment $490,000 $495,000 $475,000
State of Missouri Investment $411,668 $420,901 $399,137
Paid Media Impressions 157,168,958 123,651,245 171,800,577
Campaign ROI (per media dollar) $73 $81 $93
CONVENTION 2014 2015 2016
Advertising Impressions 6,653,837 35,952,041 23,697,660*
*Shift in media mix to allow for greater trade endemic integration
INTERACTIVE MARKETING 2014 2015 2016
Web Visits 2,792,696 2,832,413 3,231,489
Page Views 10,334,042 14,473,212 13,181,165
Unique E-mail Opens 241,920 214,080 279,389
COMMUNICATIONS
MEDIA RELATIONS 2014 2015 2016
Publications Assisted 427 407 379
PR Impressions (earned media) 161,713,997 191,852,870 181,159,090
SOCIAL MEDIA
Total Followers 169,187 215,795 247,594
Engagements 332,561 710,614* 383,347
*Enhanced by 2015 World Series
KC FILM OFFICE 2014 2015 2016
Productions Assisted 32 182 251
VISIT KC GIVES BACKIn November, Visit KC’s team members took part in Sleepless in the City through internal donations and team volunteering. The “sleep-out” event at Barney Allis Plaza attracted more than 200 participants and raised awareness for youth homelessness in Kansas City.
CONVENTION SALES & SERVICES2016 KEY ACCOMPLISHMENTS
• Achieved 101% of Visit KC’s room-night production goal—generating 294 book-ings and 362,305 room nights for future years. This accounts for more than $268 million in future economic impact.
• Assisted with the successful execution of 279 meetings in Kansas City, including 22 citywide conventions.
• Increased awareness and visibility of Kansas City by attending 22 industry tradeshows.
• Hosted 67 clients during fi ve dynamic sales missions to the markets of Atlanta; Dallas; Washington, D.C.; Denver and Chicago.
• Showcased Kansas City in market to 51 clients during three themed “KC Experience” familiarization trips.
• Enhanced Kansas City’s presence to the international group tour market, includ-ing itinerary creation, operator outreach and tradeshow presence at IPW and Travel South International.
• Hosted 114 personalized site visits to Kansas City.
• Coordinated 13,716 reservations through convention housing, generating more than $111,000 in revenue.
• Increased Kansas City’s standing in client satisfaction surveys, rising to a record 96-percent rating for Visit KC’s convention services.
MEETINGS HELD IN KC 2014 2015 2016
Conventions 253 288 279
Room Nights 295,920 305,945 325,874
Attendance 342,115 333,592 334,083
Economic Impact $282,784,939 $306,000,000 $246,564,131
CONVENTION SALES ACTIVITY 2014 2015 2016
Meetings Booked 309 270 294
Defi nite Room Nights 333,923 382,815 362,305
Leads Generated 763 834 862
Tentative Room Nights 1,205,209 1,529,572 1,981,314
Site Visits 111 114 114
Convention Center Bookings 36 43 44
Convention Center Room Nights 203,883 287,657 222,177
VISIT KC GIVES BACKIn support of the Mattie Rhodes Center’s back-to-school supply rally, Visit KC’s team members donated 2,628 individual items from pencils and erasers to backpacks and uniforms. All critical to starting the new year off on a good foot, Visit KC’s donations supported 450 area families in need.
MAJOR BOOKINGS IN 2016
ORGANIZATION MEETING DATE(S) ROOM NIGHTS
USA Volleyball Show Me National Qualifi er April 2019-2021 17,679/YR
Midwest Sports ProductionWorld Fastpitch Championships presented by USA Elite Select July 2016 11,935
National Bikers RoundupAnnual Roundup Aug 2017 10,100
Scentsy, Inc.Family Reunion July 2017 9,470
Triple Crown SportsVolleyball NIT President’s Day Weekend Feb 2019-2023 9,300/YR
Association of Writers & Writing ProgramsAWP Conference & Bookfair March 2021 9,160
USA VolleyballNational Collegiate Volleyball Championships April 2020 7,536
National Technical Investigators AssociationAnnual Training & Technology Exhibition July 2019 7,267
UBM Life Sciences, VeterinaryCVC in Kansas City Aug 2017-2018 7,172/YR
The United Methodist ChurchYouth Discipleship Ministries July 2019 6,490
Gospel Music Workshop of America, Inc.National Convention July 2020 4,920
American MensaAnnual Gathering July 2020 4,910
PARTNERSHIPS & SPECIAL EVENTS2016 KEY ACCOMPLISHMENTS
• Reinvigorated the organization’s partnership structure, placing a larger focus on value and clearly defi ned benefi ts.
• Witnessed a 216% increase in new partners in 2016, with a 223% increase in new partner revenue. Key areas of expansion included craft breweries and regional communities.
• Produced Downtown Dazzle in partnership with the City of Kansas City, Power & Light District, Crown Center and Downtown Council. In its third year, the event brought thousands to the Downtown corridor and featured two laser light shows, shopping experiences and an urban homes tour with more than 900 attendees.
• Increased visitor interactions by 293% (10,630 in 2016 vs. 3,620 in 2015) via the Visitor Information Center, phone calls, community booth engagement and webchats.
• Elevated Kansas City Restaurant Week to its best performance in the event’s seven-year history, attracting 185 participants and more than $300,000 for charity.
• Finalized premium partners for inclusion in Visit KC’s 2017 integrated marketing campaign, increasing participant revenue from $465,000 in 2016 to $640,000 in 2017.
• Introduced quarterly Partner 2 Partner networking events to help engage partners and offer them valuable industry networking opportunities and educational experiences.
• Welcomed more than 700 industry partners to Visit KC’s Elevate KC Annual Meeting.
• Hosted more than 200 industry partners for the 10th Annual KC Visitors’ Choice Awards, recognizing traveler favorites in 28 categories.
MEMBERSHIP CATEGORY 2014 2015 2016
Accommodations 147 178 129
Arts and Culture 168 187 44
Attractions 249 262 35
Breweries - - 10
Casino/Gaming 5 5 5
Convention Services 167 149 73
Dining 639 637 201
Entertainment 51 49 17
Organizations 69 65 55
Shopping 477 463 156
Sports & Recreation - - 37
Tours & Sightseeing - - 11
Transportation 40 40 33
TOTAL 2,012 2,035 806*
PARTNER REVENUES 2014 2015 2016
Membership Dues $267,900 $251,438 $310,532
Hotel Lead Share $252,616 $305,462 $333,667
Web/Collateral Advertising $42,090 $100,460 $85,498
Marketing Campaign Partners $473,500 $475,500 $517,906
TOTAL $1,036,106 $1,132,860 $1,247,603
VISIT KC GIVES BACKIn partnership with City Center Square, Downtown Council and the Power & Light District, Visit KC organized a donation drive of H.U.G.S. to help the city’s less for-tunate during the winter months. Together, the organizations collected more than 200 hats, underwear, gloves and socks for the Kansas City Rescue Mission.
* Shift to paid partnership model
ADMINISTRATION & FINANCE2016 KEY ACCOMPLISHMENTS
• Increased interest in Team Visit KC, hiring and welcoming eight new employees to the organization.
• Coordinated 234 hours of individual professional development for the team through Lynda.com training.
• Maintained the Visit KC’s successful college internship program.
• Partnered with CFO By Design to complete the 2015 audit, secure the 2016 reserve and establish processes for further fi nancial security.
• Implemented talent profi les to better assess team skillsets, passions and leadership growth potential.
• Hosted CVB colleagues around the country for the DMAI CFO/Technology Forum, realizing the event’s highest attendance to date.
• Implemented a facility security program with a new text alert system.
Sales Audience • 39% {$3,910,977}
Destination Marketing Audience • 36% {$3,549,495}
Operational • 17% {$1,741,752}
Local Audience • 8% {$789,013}
2016 REVENUES
Net Convention Tourism Tax $6,786,059
Arena Business Fees $1,338,534
Marketing Campaign Partners $517,906
State Co-Op Marketing $403,032
Neighborhood Tourist Development $25,000
Membership Dues $310,532
Hotel Lead Share $333,667
Convention Services Revenue $224,032
Advertising Sales $85,498
Promotional Participation Revenue $303,646
TOTAL REVENUE $10,327,906
2016 EXPENDITURES BY TARGET AUDIENCE
VISIT KC GIVES BACKKC Restaurant Week soared to new heights in 2016. More than $300,000 was raised for worthy KC causes—including BoysGrow, Cultivate Kansas City and the Children’s Center for the Visually Impaired. The KC Regional Destination Founda-tion and the Greater KC Restaurant Association Education Foundation also received a portion of the proceeds.
36%
39%17%
8%
2016 EXECUTIVE OFFICERS & BOARD OF DIRECTORSCHAIR – Kevin Pistilli, President, Raphael Hotel Group
VICE CHAIR – Gayle Holliday, Ph.D., President, G & H Consulting, LLC
TREASURER – Cici Rojas, President, Tico Productions & Tico Sports
SECRETARY – Jeanette Prenger, President, ECCO Select Corporation
• Vic Allred, President, Jazz, A Louisiana Kitchen
• Lee Barnes, Jr., Councilman, 5th District At-Large, City of Kansas City, Missouri
• Nick Benjamin, Executive Director, The Cordish Co.
• Bill Chapin, Senior Vice President of Business Operations, Kansas City Chiefs Football Club
• Cindy Circo, Public Affairs Manager, Kansas City Power & Light
• Dan Fowler, Councilman, 2nd District, City of Kansas City, Missouri
• Arzelia Gates, Corporate Secretary, Gates Bar-B-Q Corp.
• Bob Kendrick, President, Negro Leagues Baseball Museum
• Jenny Kincaid, Owner, Socialworx PR
• Steve Klika, Commissioner, Third District, Johnson County
• Mike Klingensmith, General Manager, Embassy Suites KCI
• David Lopez, General Manager, Manny’s Mexican Restaurant
• Riccardo Lucas, President & CEO, N.STRIDE Consulting, LLC
• Bradley McCormack, Senior Associate, The Sader Law Firm
• Pat Macdonald, Senior Philanthropic Advisor & Executive, Greater Kansas City Community Foundation
• Rachel Merlo, Community Manager, Kansas City, Google
• Clayton Reid, President, MMGY Global
• Rosemary Salerno, General Manager, Zona Rosa Development, LLC
• Troy Schulte, City Manager, City of Kansas City, Missouri
• Jim Snow, Complex General Manager, Westin Crown Center/Sheraton KC Hotel
• Angie Stanland, Vice President of Associate Services & Recruiting, Cerner Corp.
• Jon Stephens, President, Rockhill Strategic; Interim Executive Director, Kansas City Kansas Chamber of Commerce
• Troy A. Stremming, Executive Vice President of Government Relations & Public Affairs, Pinnacle Entertainment, Inc.
• Keli Wenzel, President/Managing Partner, O’Neill Marketing & Event Management, Inc.
• Randy Wisthoff, Executive Director/CEO, Kansas City Zoo
• Amy Jordan-Wooden, President & CEO, AJW Consulting
AWARDS & HONORSSmart Meetings Magazine
Platinum Choice CVB Award, Visit KC
Facilities & Destinations MagazinePrime Site Award, Kansas City Convention & Entertainment Facilities
Top Destination Award, Kansas City, MO
Corporate & Incentive Travel MagazineAward of Excellence, Visit KC
CventTop 50 Meeting Destinations – Kansas City, MO
SportsEvents MagazineReaders’ Choice Award, Visit KC
Hospitality Sales & Marketing Association InternationalSilver Adrian Award, VisitKC.com Interactive Map
Bronze Adrian Award, “How We Do Kansas City” Integrated Marketing Campaign
Public Relations Society of America, Kansas City ChapterGold PRISM Award – Community Relations, Kansas City Restaurant Week
Gold PRISM Award – Events/Observances, Kansas City Restaurant Week
Gold PRISM Award – Social Media, Kansas City Restaurant Week
Pitch Magazine’s Best of Kansas City AwardBest Culinary Event, Kansas City Restaurant Week
Individual HonorsRonnie Burt – KC’s 50 Most Powerful People, 435 Magazine
Ronnie Burt – Power 100, Kansas City Business Journal
Ronnie Burt – Ingram’s 250, Ingram’s Magazine
Stephane Scupham – Spirit Award, Kansas City Women in Film & Television
Jenny Wilson – Best in Show, Convene
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