december 8 2015 mom presentation
DESCRIPTION
December 8 2015 Member OrientationTRANSCRIPT
WELCOME TO
MEMBER ORIENTATION
WELCOMEATLANTA CONVENTION & VISITORS BUREAU
MEMBERSHIP TEAM
Amy PattersonVice President, Business Development &
Corporate Events
Angeliqué AlvarezManager, Membership Events
Tonya ShellsAdministrative Assistant, Membership
Jason MeansDirector, Membership Services
Andy HaskellAccount Executive
UPCOMING EVENTS
2015
Connect at Whisky Mistress
3161 Maple Dr. NE Atlanta, Ga 30305
Thursday, December 10, 2015
5:30 p.m. – 7:30 p.m.
Registration closes today at 5 p.m.
FMO Hands on Training
ACVB Board Room
Wednesday, December 16, 2015
10:00 a.m. & 1:00 p.m.
ACVB WEEKLY INSIDER
EGAN TLC – TRANSPORTATION LOGISTICS CONSULTANTS
KEVIN EGAN
Membership Activities
RICHARD JONESPRESENTING ATLANTA, LLC
Director, Membership
JASON MEANS
Member Introductions
DIRECTOR OF COMMUNICATIONS
RACHEL PEAVY
Public Relations
ATLANTA’S GOT MOMENTUM
48M visitors in 2014
>30 percent increase in domestic visitation
in the last five years.
$14B in visitor spending annually
More than $1.5 billion in new development in 2014
Another $2.5 billion in development
over the next five years
ATLANTA IN THE NEWS
“15 Hottest American Cities
for 2015” – MSN Money
“Hot Destination in 2015” –
TravelSquire.com
“Destination to watch in 2015”
– Smarter Travel/Huffington
Post
ATLANTA IN THE NEWS
TELLING ATLANTA’S STORY
45
CHANGE PERCEPTIONS
BUILD ATTENDANCE
• Promote attendance-building programs to show Atlanta as the city to do business with
• Communicate the relevance of attending convention in Atlanta
•
• Position ACVB as an on-the-ground resource for the meeting industry
• Position Atlanta as a top U.S. destination
•
• Generate impactful news coverage
• Give consumers and meeting attendees an
“aha” moment
ACT LIKE REPORTERS
MAKE THE RESEARCH EASY
LAY THE GROUNDWORK
12
3
• Research current travel trends• Communicate Atlanta’s “new news”
• Work with the media to put Atlanta at the
forefront
NEWS.ATLANTA.NET
NEWS CONTENT
MAXIMIZE YOUR MEMBERSHIP
ENGAGE OUR TEAM
SEND US YOUR PRESS RELEASES
BOOKMARK THE MEDIA ROOM
1
2
3
• Stay updated on the stories we pitch about Atlanta
• Download press releases from our press kit
• Find research about Atlanta’s visitors
• Keep your organization top-of-mind
when we pitch
• ACVB newsletters, brochures and
press releases
• Media work on lead times, so communicate with us early and often
• Let us experience your product first hand at grand openings and special events
•
CONTACT US
Rachel Peavy
Director of Communications
Heather Kirksey
PR Manager
Victoria Lightfoot
PR Specialist
Travis Currie
PR Coordinator
News.Atlanta.net/media-contacts
DIRECTOR, SALES
MARK SUSSMAN
Sales
JUSTIN PAGE
DIRECTOR, TRADE SHOW SALES
UPDATE
CONVENTION SALES
ATLANTA AMONG TOP 10
Nightly Inventory1. Orlando 121,583
2. New York 114,551
3. Chicago 110,282
4. Washington 107,278
5. Los Angeles 98,050
6. Atlanta 93,971
7. Dallas 79,168
8. Houston 77,551
9. Phoenix 62,191
10. San Diego 60,370
Source: STR June 2015
Nightly Demand1. Orlando 97,235
2. New York 94,073
3. Los Angeles 79,817
4. Chicago 79,505
5. Washington 78,624
6. Atlanta 67,641
7. Dallas 57,130
8. Houston 54,451
9. San Diego 47,508
10. Anaheim 44,095
MEETINGS, CONVENTIONS, TRADE SHOWS
City-Wide Groups (>1500 peak)
Booked as of November 30, 2015
Year # of groups Room Nights
2015 48 904,094
2016 50 968,603
In-House Groups (<1500 peak)
Booked as of November 30, 2015
Year # of groups Room Nights
2015 830 427,009
2016 379 363,492
SALES TRAVEL
FACE-TO-FACE ACTIVITY
Customer Contacts YTD – 3rd Quarter 2015
Trade Shows (outbound) 1,466
Sales Trip Appointments (outbound) 890
Site Visits (inbound; one-on-one) 626
FAM's (inbound) 434
Update trips (direct sales) 327
Totals 3,743
SALES & SERVICES DIVISION
Tradeshows & National AccountsNine team members led by Mark Sussman
– City wide groups using 1201+ sleeping rooms peak (per night). Typically require meeting or exhibit space, which exceeds hotel capacity and utilizes Metro Area convention centers
National Sales & Small MeetingsSeven team members led by Justin L. Page Sr.
– Hotel groups (1 – 2 hotels) using up to 1200 peak (per night). Occasionally works with accounts that require space at metro area convention centers.
– Motor coach and tour operator requests for any size hotel space
Satellite offices – Washington DC and Chicago
Convention ServicesFive team members led by Kristin Delahunt
– Services groups greater than 250 sleeping rooms on peak. Provides detailed assistance to meeting planners in all areas of preparation to include city promotion, information gathering and linking to ACVB members and services.
DIRECTOR, MEMBERSHIP
JASON MEANS
Convention Services
CONVENTION SERVICESTEAM MEMBERS
Andrea McCullough Jenna BornscheinKristin Delahunt
India Wright Katie KlingCourtney Curry
ACVB SERVICES
Service meetings booked through ACVB Sales Department - In-House and
Tradeshows
Group size 250+ peak rooms | No market or geographic segment
Manage 150 meetings/events per year, average
25 major city-wides (3,500+ peak rooms) per year, average
Engage with customers 18 mo – 2 yrs in advance
Work with meeting planners throughout life of event: planning, execution,
post event follow up and reporting
Conduit to any internal and external services/resources needed to produce
customers’ event
ACVB Convention Services
Plan Site visit coordination
RFP to member
suppliers
Off-site venue search
Housing Services by
EventSphere
Customized maps
FAMS: exhibitor,
marketing & media
Promote Pre-show promotion
Customized Atlanta content,
videos and images
Customized mini-sites
eNewsletters & ePostcards
Integrated destination
promotion with housing
company
Telemarketing
Atlanta content in industry
trade publications
Welcome pre-convention meetings
Coordination with city safety &
transit authorities, and
convention alerts
Collateral & events listings
Welcome letters from city
officials
Atlanta content for show
publications, show daily
Referrals to dining,
entertainment, attractions
Airport, city & hotel décor
packages
Planning & Promotions Activity
Per year average
Pre-Show Promotion Travel- Top Tier Conventions
15
Planning Site Visits (inbound; one-on-
one) 150
FAM's (inbound) 5
UpNext (confirmed business- 3 years out)40pp
ATLANTAMEETINGS.COMPLAN & PROMOTE
ATLANTAMEETINGS.COMPLANNER’S TOOLKIT
ATLANTAMEETINGS.COMVENUES SEARCH & SUPPLIER RFP
DIRECTOR, INTERNATIONAL TOURISM SALES
BRANDON BARNES
INTERNATIONAL TOURISM
Why Is International Business Important?
International Visitors Spend 4-7 Times More
than Domestic Visitors
International Visitors Length of Trip is 2-5
Times Greater than Domestic Visitors
Higher Participation Rates for Attractions, Car
Rentals and Hotels
TOP INTERNATIONAL SOURCE MARKETS
Country Visitors Growth (YoY)
1. Canada 393,000 1%
2. United Kingdom 95,000 4%
3. China 60,000 27%
4. Germany 54,000 0%
5. Brazil 54,000 16%
6. Mexico 50,000 3%
7. South Korea 48,000 9%
8. India 44,000 16%
9. Japan 36,000 0%
10. France 28 3%
• 1.2 Million Visitors in 2014
• +7% Over 2013
TOP COUNTRIES TO ATLANTA, TOURISM ECONOMICS
GROWTH TRENDS
Tourism Economics provides forecasted volume levels for overseas visitors to Atlanta based on a
variety of data including larger economic forecasts. As of December 2014, they expect Atlanta 2013
volume from China 47,000 to have doubled by the end of 2019. They likewise expect China to
exceed Germany as our number #2 market in 2015. Also noteworthy, they estimate 2014 had a
significant drop in Brazilian visitors, appearing to function like a correction over the dramatic growth
in 2013.
VISITOR SPENDING IN ATLANTA
- Three city alliance – Atlanta, Nashville, New Orleans
- Current focus – United Kingdom
- Website, sales programs, tradeshows
RHYTHMS OF THE SOUTH
HOW TO GET INVOLVEDTrade Shows - Sales Missions - FAM trips
DIRECTOR, CREATIVE AND CONTENT SERVICES
SHERETHA BELL
MARKETING
MARKETING
- Web site and Mobile
- Social Media
- Print Publications
- Marketing Campaigns
PROMOTE ATLANTA FOR MEETINGS AND TOURISM
1 - DESKTOP
3 - MOBILE
2 - TABLET
ATLANTA.NET
ATLANTAMEETINGS.COM
KEY FEATURES
Highly targeted, relevant sites for Atlanta travel, meetings and events
- Responsive design
- Attractive, visual content
- More articles and blog for “storytelling”
- Revamped advertising program
ATLANTA.NET & ATLANTAMEETINGS.COM
- 440,000 site visits and 1.2 million page views on average/month
- 48% from Metro Area, followed by Southeast
- 75% Search engine referrals
- 55% traffic from mobile devices
5 M visits and 15.5 M page views per year
#1 TRAVEL, THINGS TO DO
CALENDAR OF EVENTS
EVENT PAGE
WHERE TO STAY
WHERE TO EAT - LISTINGS
MEMBER PAGES
ATL INSIDER BLOG
GET & STAY ENGAGED WITH ACVB MARKETING
5 WAYS TO ACTIVATE
SHAREYOUR IMAGES& CONTENT
1
• The more we know, the more we can share
• Engage with PR and Marketing
• Keep your content relevant and up-to-date
ATLANTA.NET
ACVB VISITOR PUBLICATIONS
ACVB GENERAL COLLATERAL
SHARE YOUR IMAGESAND CONTENT1
ENEWSLETTERS
SHARE YOUR IMAGESAND CONTENT1
SHERETHA BELLDIRECTOR, CONTENT & CREATIVE
AND
SHARE YOUR IMAGESAND CONTENT1
SHAREYOUR IMAGES& CONTENT
OPTIMIZEPARTNER
PAGES
1
2
• Engage PR and Marketing
• Keep your content fresh, relevant
and timely
• The more we know, the more
we can share – add us to your
distribution and media lists!
• Current descriptions (SEO)
• Images / Video
OPTIMIZE YOURPARTNER PAGE2
ENGAGE INCONVERSATION
ADVERTISEW/ ACVB
3
4• Highly qualified traffic to site
driven by SEO
• Compelling offers in context
deliver significant ROI
• 115K eNews subscribers
• 250K+ followers between FB, Twitter
Foursquare, Pinterest, Google+ and
ENGAGE WITH@DISCOVERATLANTA3
5SUMMER, HALLOWEEN & HOLIDAYS
CAMPAIGNS
JO ANN HADEN-MILLER, DIRECTOR, CONSUMER MARKETS [email protected]
ATLANTA.NET/FMO
Your Content
YOUR MEMBER PAGE ACVB COLLATERAL & PUBLICATIONS
DIGITAL CHANNELS ATLANTA.NET YOUR BUSINESS
YOUR CONTENT
YOUR CONTENT’S JOURNEY
ATCOMM PUBLISHING
ACVB PUBLICATIONS
ATCOMM PublishingPartnership Overview
A joint venture with Atlanta Business Chronicle & ACVB -
publishing partner for more than 27 years.
ATCOMM produces five print publications and a visitor’s map and
represents advertising opportunities on Atlanta.net.
ATCOMM is the official publisher of Atlanta Convention & Visitors Bureau.
ACVB Print Consumer Publications
Atlanta NOW MagazineMarket: Convention
& Leisure Visitors
100,000 distributed per issue
Publishes bi-monthly
Peachtree Connects GuideMarket: Visitors Staying in
Buckhead/Midtown/Downtown
100,000 distributed annually
Publishes every November
Atlanta International GuideMarket: International Visitors
75,000 distributed over 2-3 years
Translated into six languages
Publishes every two years
Atlanta Visitors MapMarket: Convention &
Leisure Visitors
100,000 distributed annually
Publishes Summer 2016
The ACVB’s consumer publications are distributed via a network of sites, including official Atlanta Visitor
Information Centers, hotels, attractions, shopping centers, Hartsfield-Jackson Atlanta International Airport,
Georgia World Congress Center and in convention welcome packages.
ACVB Print Industry Publications
Atlanta Tour ManualMarket: Tour Operators
& Travel Planners
10,000 distributed annually
Publishes every October
Atlanta Meeting & Event PlannerMarket: Meeting Planners
12,000 distributed annually
Publishes every April
Industry publications serve two purposes. They are distributed directly by the ACVB via Familiarization (FAM)
Trips, 1:1 Sales Meetings, Tradeshows and Update Atlanta presentations as a marketing piece for the city of
Atlanta. Once the Planner has selected Atlanta as the destination for their group,
these publications become their go-to resource.
Atlanta Visitors Map
Market: Convention & Leisure Visitors
100,000 distributed annually
Publishes Summer 2016
ATLANTA VISITORS MAPA brand new way to put your business into the hands (and pockets) of Atlanta’s Visitors.
Advertise to put your business on the map!
New sizes and positioning are available on the newly re-designed Atlanta.net - we’ll be happy to create a custom campaign that fits your needs.
Atlanta.net
Lisa Werneck
(404) 249-1031
Jennifer Chanaberry
(404) 249-1752
Annice Parker
(404) 249-1037
We’ll work with you to develop a print + digital campaign
that aligns with your goals and your budget.
To learn more, contact us:
Attractions, Arts & Culture,
Events & Facilities,
Transportation and Services
Restaurants, Caterers,
Retailers and Sports
Resorts, Hotels and
Motels
UP NEXT IS FOR MEMBERS ONLY (FMO) REVIEW
SHORT BREAK
FOR MEMBERS ONLY (FMO)
JASON MEANSDIRECTOR, MEMBERSHIP
ATLANTA.NET/FMO
Your Content
YOUR MEMBER PAGE ACVB COLLATERAL & PUBLICATIONS
DIGITAL CHANNELS ATLANTA.NET YOUR BUSINESS
YOUR CONTENT
YOUR CONTENT’S JOURNEY
MEMBER LISTINGS
Link to member page
MEMBER LISTINGS
MEMBER PAGE
MEMBER PAGE
Member Atlanta.net Copy
Links
Video and Image Gallery
MEMBER PAGE
FMO Interactive Trainings
THANK YOU!