february 3 2015| acvb member orientation ppt
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February 3 2015| ACVB Member Orientation PPTTRANSCRIPT
WELCOME TO
MEMBER ORIENTATION
WELCOMEATLANTA CONVENTION & VISITORS BUREAU
MEMBERSHIP TEAM
Amy PattersonVice President, Business Development &
Corporate Events
Andy HaskellAccount Executive
Janine DouglasAdministrative Assistant,
Corporate Development, Events,
Community Affairs
Kim JordanManager, Membership Services
Angeliqué AlvarezCoordinator, Membership,
Corporate Events & Visitor Services
**Michelle WilcoDigital Marketing Specialist,
Marketing
UPCOMING EVENTS IN 2015
Connect – February 19, 2015 at Prive Atlanta Nightclub & Event Facility
FMO Hands on Training – February 25, 2015 at ACVB Board Room
ACVB Annual Meeting – April 30, 2015 at Georgia World Congress Center
Atlanta Hospitality Hall of Fame – November 18, 2015 at Georgia Aquarium
PRESENTING ATLANTA
RICHARD JONES
Membership Activities
MANAGER, MEMBERSHIP SERVICES
KIM JORDAN
Member Introductions
DIRECTOR OF COMMUNICATIONS
RACHEL PEAVY
Public Relations
ATLANTA’S GOT MOMENTUM
45M visitors in 2013
>30 percent increase in domestic visitation
in the last five years.
$13B in visitor spending annually
More than $1.5 billion in new development
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
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• 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
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• 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
UPDATE
CONVENTION SALES
DIRECTOR OF TRADE SHOW SALES
MARK SUSSMAN
Sales
ATLANTA AMONG TOP 10
Nightly Inventory1. Orlando 120,640
2. New York 111,326
3. Chicago 109,515
4. Washington 106,651
5. Los Angeles 97,430
6. Atlanta 93,682
7. Dallas 78,545
8. Houston 75,836
9. Phoenix 61,799
10. San Diego 59,496
Source: STR December 2014
Nightly Demand1. New York 94,457
2. Orlando 88,929
3. Los Angeles 76,745
4. Chicago 75,926
5. Washington 73,515
6. Atlanta 63,910
7. Houston 54,412
8. Dallas 53,204
9. San Diego 44,393
10. San Francisco 43,140
MEETINGS, CONVENTIONS, TRADE SHOWS
City-Wide Groups (>1500 peak)
Booked as of January 31, 2015
Year # of groups Room Nights
2015 48 843,350
2016 45 817,796
In-House Groups (<1500 peak)
Booked as of January 31, 2015
Year # of groups Room Nights
2015 400 328,967
2016 133 257,957
SALES TRAVEL
FACE-TO-FACE ACTIVITY
Customer Contacts YTD – 4th Quarter 2014
Trade Shows (outbound) 2,509
Sales Trip Appointments (outbound) 1,489
Site Visits (inbound; one-on-one) 747
FAM's (inbound) 525
Update trips (direct sales) 282
Totals 5,544
SALES & SERVICES DIVISION
Tradeshows & National AccountsEight 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 Amy Clark
– 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, CONVENTION SERVICES
KRISTIN DELAHUNT
Convention Services
Kristin Delahunt
CONVENTION SERVICESTEAM MEMBERS
Andrea McCullough Monica Coleman
Kolby DavisJenna Bornschein
STANDARD SERVICESOffered to all Conventions and Meetings 250 – 3,499 room nights on peak
ENHANCED SERVICESOffered to Atlanta’s Top 35-40 Conventions3,500 room nights or more on peak
ACVB SERVICES
Site inspections of hotels and off-site venues
Assistance with overflow housing needs
Distribute RFP’s to ACVB member suppliers on behalf of the meeting planner
Assist with options for entertainment, attractions, cultural venues, tours, dining and shopping
PERSONALIZED ASSISTANCE
City Décor/Welcome Package – Airport, City, MARTA, Hotels
Customized Marketing & Attendance Building Tools
Pre-Show Promotion
Public Relations Assistance
ENHANCED SERVICES
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
Top International Visitors
Markets
1. United Kingdom
2. Germany
3. China
4. Brazil
5. South Korea
6. India
7. Japan
8. France
9. Argentina
10. Netherlands
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
- 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, CONTENT & CREATIVE
SHERETHA BELL
MARKETING
MARKETING
- Web site and Mobile
- Social Media
- Print Publications
- Marketing Campaigns
PROMOTE ATLANTA FOR MEETINGS AND TOURISM
NEW: ATLANTA.NET
- 350K - 400K visits per month
- 1.1 – 1.4 million page views per month
- 55% Georgia audience, followed by Southeast
- 70% Search engine referrals
- 50% traffic from mobile devices
- Up to 20% click though rates on Ads
Highly targeted, relevant site for Atlanta travel
KEY FEATURES
The new site aims to inspire Atlanta travel and help with trip planning.
- Responsive design
- Attractive, visual content
- CMS platform for “storytelling”
- Revamped advertising program
1 - DESKTOP
3 - MOBILE
2 - TABLET
ONE SITE, THREE DEVICES
#1 TRAVEL, THINGS TO DO
50 FUN THINGS
CALENDAR OF EVENTS
EVENT PAGE
WHERE TO STAY
WHERE TO EAT - LISTINGS
MEMBER PAGE
ATL INSIDER BLOG
GET & STAY ENGAGED WITH ACVB MARKETING
5 WAYS TO ACTIVATE
SHAREYOUR IMAGES& CONTENT
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• 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
OPTIMIZEMEMBERPAGE
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• 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
• Link back to Atlanta.net
ATLANTA.NET/FMO
Your Content
YOUR MEMBER PAGE ACVB COLLATERAL & PUBLICATIONS
DIGITAL CHANNELS ATLANTA.NET YOUR BUSINESS
YOUR CONTENT
YOUR CONTENT’S JOURNEY
ENGAGE INCONVERSATION
ADVERTISEW/ ACVB
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4• Highly qualified traffic to site
driven by SEO
• Compelling offers in context
deliver significant ROI
• 115K eNews subscribers
• 200K+ followers between FB, Twitter
Foursquare, & Pinterest
• Tag @DiscoverAtlanta
5SUMMER, HALLOWEEN & HOLIDAYS
CAMPAIGNS
ATCOMM PUBLISHING
JENNIFER CHANABERRY
ACVB PUBLICATIONS
ATCOMM PublishingPartnership Overview
A joint venture with Atlanta Business Chronicle & ACVB
publishing partner for more than 27 years.
ATCOMM produces six print publications 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 Heritage &
Family Reunion GuideMarket: Multicultural Visitors
and Family Reunions
150,000 distributed annually
Publishes every May
The ACVB’s consumer publications are distributed via a network of sites, including official Atlanta Visitor
Information Centers, hotels, attractions, shopping centers, the 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.
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
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
5 MIN BREAK
VICE PRESIDENT, BUSINESS DEVELOPMENT AND CORPORATE EVENTS
AMY PATTERSON
FOR MEMBERS ONLY (FMO)
MEMBER LISTINGS
Link to member page
MEMBER PAGE
Member Atlanta.net Copy
Links
Video and Image Gallery
THANK YOU!