ltc 265-2010 gmcvb annual budget and pow 2010-11

8/15/2019 LTC 265-2010 GMCVB Annual Budget and POW 2010-11

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GreaterMiamC onvention & VisitorsBureau

AnnualBudget&

Program

ofWork

FiscalYear2010-2011

TABLE OFCONTENTS

IM C V B Mission Statement

II.

resident’

sMessage

III.inancialStatements

IV.

Annual

Integrated

Marketing Plan –

Convention

Sales& Services

V.

Annual

Integrated

Market ing Plan –

Marketing & Tourism

VI.

Program ofWork -Convention Sales& Services

IndexofPrograms...............................................................................-2

Program

Sum maries.........................................................................-

10

VII. Program ofWork -Marketing & Tourism

IndexofProgram s...............................................................................-5

Program

Sum maries.........................................................................

-

35

VIII.Black Hospitality

Initiative


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To: hairman and

Board

ofDirectors,

Greater

Miami

Convention an dVisitorsBureau

From : W ill iamD.

TalbertIII, DME,President &ChiefExecutive

Officer

Date:September

10 ,

2010

Re:

FiscalYear 2010-

2011,

AnnualIntegratedMarketingPlan,Budget& ProgramofWork

I N TRODUC TI ON

Iam pleasedtosubmittoyou

th e

recommended

2010-

2011Operating Budget,Programof

Workand forthe

Greater

Miami

Convention

and

Visitors Bureau. I

extend

mysincere

appreciationtoth e

Board

ofDirectors,ExecutiveCommittee, ndustry

Partners

an dBureau

staffforhelpingguide th eBureau through achallengingandprotractedeconomic period. I

especially

would

like

tothank

th e

Chairmanof

th e

Board,

Steve Haasand Chairmanof

the

FinanceCommittee, ArtHer tzandmanyo thersfor

providing

theirwisecounselan d

guidance over

th epastyear.

I

can

truly

say,

their

commitmentanddevotion toth e Bureau is

unparallel.

Through

th eups

an d

downs

of

this

currentworld economic

crisis,

Iamproudto

report

that

ourdestination has

continued

torank among

th e

top25hotelmarkets intheUnited

States.

During th e

first

6monthsofcalendaryear2010, GreaterMiamiranked 2nroomrateat

155.

0 3,ranked 3at $

112.

0 1 in

R E V

PAR,and

ranked

4in occupancyat72 .2%.

Significantamong th e manychallenges

we

experienced during th e currentfiscal

year

was

combating

worldwide

perception

thatGreater

Miami’

s

beaches

wereaffected by

th e

Gulfoil

spill.

At

th e

onset

of

th e

spill,your

Bureau

was

out

front

monitoring

th e

communication

traffic

an d letting o ur

customers in

o ur

manymarkets

knowthato ur

beaches

wereunaffected.

Onseveraloccasions

I

m etwith

Governor

Crist

to

alert

h im of

o urneed

tocommunicate

with

ouroverseascustomer… explaining

thatMiami

and

th e

Beaches is

ontheAtlantic coast,

not

the

Gulf

coast. Thanksto thesupportof

th e

MiamiDade County LegislativeDelegation,

ï


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Miami-DadeCounty, th e Citiesof

MiamiandMiami

Beach,

the

Bureau receiveda 1.25

million B P

grant throughGovernor

Crist

forconsumeradvertisingandpromotionsto

educate

both

ourdomesticand internationalcustomers. Inaddition to

getting

ourmessage

out

through

print

media,

your

Bureauconductedmedia

missionsto

Argentina,Brazil,

London

andGermany. Although

th e

oilspill

crisis

has substantiallysubsided,

w e

remain

vigi lantand

continue

to

letour

customer knowthat

ourbeachesar e

safe

an d free

of

oil.

Asoneof

th e

major driversof

jobs

in

th edestination,

Icanalso reportthatat

th e

writ ingof

this message, Leisureand

Hospitality employment

showedasl ight increaseoverthepast

year

of1.1%.Tota lLeisure

andHospitality

employment

forJuly

thisyear

was102,000

comparedto

101,100a

year

ago.

This,againstabackdropof

unemploymentfor

Miami-

Dade

County

of

13.

3%

or

th e

Month

of

July.

CO NVENT I O NSAL ESD EPAR T MENT

During

th e currentfiscalyear, h e2009-

2010

Convention

Salesworked withth e

hotelsto

capturebusinessas

th e

economystarted to

improve

inour

destination. Byearly

January,we

did

seeBusiness travel increase, (alesseningofthe“

AIG

effect”) as

corporations

freedup

some

of

theirtraveland entertainmentbudgets.

Th e

Traveland

Convention

world,

early

on

in

this

fiscal

year,

sa w

us

as

an

upbeat,

positive

anddynamicdestinationwithgreat

value

thatcreatedmarket

demand

that

wasnot

matched

byour competition. Th edestination was th e

hostto

excellenteventsstartingwith

Art

Basel.

During

January2010,

whichwashardesthitduring

th eeconomic

downturn of2009,

Greater

Miam

hosted

the

FedexOrange

Bowl,the

NFL

ProBowl,

andSuper

Bowl

XLIV.

n

additionto

hesegreat

events,the

highvalue

customersstill

demanded

luxury

accommodationsatamoreaffordable price.

O ur

Bureau

SalesDepartment

was

smaller

with

three

fewerpositions,

butwe

redeployed

to

makesure th e

areas

that

neededto

be

tendedtowere

th e

focus

and haveh ad

success

in

producing th enumbers. Both short

term

smallermeetingsan d th e long

term

citywidegroups

havebeen

onth e

forefrontofoursalesefforts. W eworkedclosely withourpartnersat

th e

MiamiBeachConventionCenter(

MBCC),

GlobalSpectrum, CenterplateCateringandhotel

î


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partnerstopresentcompetitive bidsfor those larger

meetings

convening inshoulderperiods.

T h e

Return

on

Inspiration (ROI)Program (

incentive forbook ing

theMBCC)

nitiated

through

th e

MiamiBeach Mayors

Blue

Ribbon Panelfor

th e

lastfewyears inphasingout

somewhataswemove forward in

2011

and thisisagood signofsome

recovery

inour

hotels.

However,

w e used that

R O I “

teaser” in

over70%

of

our

ads this

year

fort heMBCC

aswellinth e adsfor

small

meetingswhich

totaled

over $

160,000

inth e salesadvertising

budgetandhadareach inexcessof

1million

readersinth emagazines,emailnewsletters an d

websitepresence.

Earlier in

th e

year,our

long-time Convention Services

DirectormovedtoCaliforniatojoin

h er family. Thisw asat

a

time

that

wewere studyingthe

feasibility

ofoutsourcing both

registration

an dhousing

services.

O ur

goalis

to

implement

th e new

recommended

approach

tomanagingConvention Services

at

th e beginningofnext

fiscal

year. Webelieve these

changes

willhelp

us

increase

th e

servicelevels

toallarrivingclients

while

promotingrepeat

business.

Convention

Saleshighlights

for

thispastfiscal

year

2009-

2010included welcoming

several

high

profile

citywide

meetings

and

events thatincludedbothdomestic

and

international

medicalmeetings

that

experienced record attendance.

Th e American Collegeof

Allergy

Asthma & Immunology(

economic impact

of

6,

376,550),

Society

of

Critical

CareMedicine

economic

impactof

5,

315,461)

and

th e American

Academy

ofDermatology(economic

impact

of 1 ,279,320),

all

h ad an increase in

their

international

delegates.

Dermatologyh ad

its

record

breakingconventionforbothdomestic

and

internationalattendeeswithover

19,000delegates. This

indicates that

the

Miam

brand

continues

tohave greatappeal,

especially inth e

medicalarena.

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InFiscal

Year 2010-2011, herearesomesignificantcitywidemeetingsutilizing

th e

Miami

BeachConvention Center (MBCC ) ha twillhelpfill

hotel

rooms,significantlyimpacting

o ur

destinations’

occupancy

an d

ADRs.

These M B C C users include:

National

Minority

Suppliers

Development

C ouncil –

October2010 (

3,

0 00

delegates)

Economic impact: $4,658,006

AviationWeekAmerican

Conference –April

2011 (6,000 attendees)

Economic Impact: $6,

307,425

Accenture

Senior

ExecutiveMeeting –May

2011 (5,

000

delegates)

Economic Impact: $2,

750,406

AmericanStatisticalAssociation –

July

2011 (

4,

50 0 attendees)

Economic

Impact: $8,

098,400

W e ar edevelopingplans

to

co-

host

somesmallerevents

that

willbring in

top

executives and

meeting plannerstoGreaterMiami. These individualsare responsible forbooking future

meetingsan dwillbe from

th eAssociation,

Statean dCorporatemarkets. Theseinclude:

Florida Encounter –

November2010 (

200 attendees)

Financial InsuranceConference Planners –

November2010 (

650 delegates)

Committee

of

100 –December2010 (150 CEOs)

American B arAssociation -February

2011 (20

meetingplanners)

FloridaSociety

ofAssociationExecutives (

FSAE) –

July2011 (

40 0

attendees)

Nursing

Organizations

Alliance –November2011 (

200 attendees)

Italwayshelps

the

sales

effort

to

have

clientsin

town

experiencingour

community

first

hand. ThisNovember

2010,wewill

welcome th e FinancialInsuranceConference

Planners

AnnualMeetingwhichwillattract

over

600 delegatestoth eFontainebleau Resort. Over200

of

those

attendees

are

the

decision makers

from

high

profile

Insurance

and

Financial

Institutions.

This is

an

important audience forourhotelsbecauseitrepresentsahighly

sought-

after

marketbyour

competi t ion

and

a

market

that

will

playakey

role

in

our

destination’seconomic recovery moving forward.

We

lookforward

to

a

good

returnon

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9/110

investment (ROI)forthismeeting that

willresult

in

future

bookings

within

our

hotel

community.

InFiscal

Year 2010-

2011,our

WashingtonD.C.RegionalOffice

willcontinuetoboost its

profile

and

generate

stronger

alliances

and

relationships

in

th e

marketplace.

We

have

th e

r ight

staff

member

there

w h o is

very

wel lknown in

th e industry,

passionateaboutsalesand

Miamiandsh e

continues

tobethe “face” ofth e

Bureau

and

Greater

Miamiatallindustry

eventsinan daroundth eWashingtonD.

C.

area.

Th e

salescollaboration between

th e

ConventionSalesDepartmentand

th e

Marketing &

Tourism International

Group SalesDivision

staff

will

continuetodevelop an dexpand. Th e

Gro up

Sales

staff

personhas

agreat

profile

withour

hoteliers

and

h as

initiated

many

successfulmissions,

trips

and

tradeshows

that

h as

generated

manyInternationalsmall

meetingleads

which ourConventionSales

team

hasclosedon. W e havebooked

over

2730

room

nights thisyearwhich willhave

an

economic impactofcloseto

1million.

Convent ion

Saleswillcontinue its

partnership with

Hinton &Grusich,

a

national

lead

generatorfortheGreater

Miam

Co nvention &

VisitorsBureau. This

pastyear, they

expanded theirsales reach f rom

not

only theMidwestbuttoth eNortheast,

Southeast

and

WestCoastinsearch ofboth

corporateand

associationbusiness.

Through their

efforts,we

generated

23

bookings

which

represents

over

7000

room

nightsand

over $

1.7

million

in

economic impact too ur hotelsan ddestination.

Convention Saleswillcontinue

to

workwiththeMiami-

Dade

Sports Commission

in

our

efforts

to

focuson

shoulder business.

Thereare

anumberofeventscurrentlybeing

worked

on

for

futureyearsthat

include

th e

Wor ld C up

SoccerBid

for

2018/2022and theWorld

WrestlingEntertainment

in

2012.

Doing

more

with

less”

will

continue

to

be

a

key

mantra,

moving

forward

in

fiscal

year

2010-2011. W ewillcontinue tolayth e

ground

workforfuturecitywidebookingsandof

courseallhotelbookings.

Th e

MiamiBeachConventionCenter

upgrade,

renovation andan y

additions

will

be

critical

inour

pursuit

ofournew

citywide business,

especially those inth e

Medical,

Pharmaceutical, Insuranceand Technology sectors

that

value

modern

meeting

ë


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These joinour

long-

standing relationshipsinBrazi l ,Germ any, France,

Argentina,

Mexico,

United

Kingdom, and

Canada.

In

total,

w e now have

17travel

professionalsrepresentingus in

19

countries – includingall

top

feedermarkets. Inth e coming fiscalyear,

w e

ar e looking toadd

other

source

markets suchas th e

Bahamas, Italy

andSpain. This team

will

continuetoprovide

in-

market intelligence

andalsoprovide sales

supporttoth e

travel

trade

especially

inthose

markets thatarebenefittingf rom new or

expanded airlift.

O ur highlysuccessfulspecialty

marketing

programs

such

asMiamiSpice (

August-

September)

andMiami

SpaMonths (

July-

August) continued

toexpandwithrecordparticipation inboth.

Theseare

part

ofanever-growingportfo l iothat includesMiamiMuseumsMonth (

May),

MiamiAttractionsMonth (October)an dwhich

allowus

toengage

key

constituentsandprovide

incremental

marketing

support

at

key

need

periods.

As

importantly,

h ey

provide

new

and

expanded optionsand tremendousvaluefortouristsand residents

alike

during th e summeran d

shoulder season. Basedonourhighly successful track

record

and th e modelsetbyMiami

Spice,

w e are developingaprogram thatwillshowcase Miami’sgrowing

Live

Music

scene

as

yetanother

reason

toexperienceMiami.

While

facing

challenges

is

nothingnew

to

our

destination,th e Gulf

OilSpill

h ad thepotential

ofderailing th e

recovery

an d

impacting ourindustry likenootherdisaster

before.Itpresented

challengesto

th e

entireGulf region and

to

th e

hospitalityindustry

in

particular.

Whi le

there

was n o direct

impact

too urdestination,someminorcancellations were reportedan ditwas

felt

that

future

business

reservations

wereslightly

off.

However,

hanksto

th e

leadershipof

many,

th e GM CVB was

successfulinsecuringa 1.25millionStateofFlorida

grant

to

help

market

th e destination an daddress th emisperceptionofth e

impact

toour areas.While th e

majority

of

th e

State focused

its

efforts

domestically,w e investedprimarily in

internationalmarkets

which

arguablyweremost

challenged inrecognizing th e geographybetween th e impactedpartsofth e

State

an dMiami.

Thesedollars

allowed

ustodeployconsumer

advertisingandpromotions

in

our

key

globalmarkets.Those

efforts

drove

activityto

a

newwebportal -

SeeMiamiLive.

com -

thatwas launchedtoallow customerstoseeforthemselvesthatour beacheswereaspristineas

ever.

Practically

in

realtime, hedestination w asshowcased th rough acombination

of

é


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FINANCE & ADMINISTRATION

th

FinanceandAdministration (

F&A)

uccessfullycompleted

its19annual

independentaudit

without

managementcomments under

th e

engagementofth e auditorsMcG ladrey & Pullen.

Th e

Finance &

AdministrationDepartment

continued

tomanage

th e

accounting

activities

of

th e

Black

Hospitality

Initiative,

ormerly th e VisitorHuman ResourceDevelopment Counci l

VIC),anot-

for-

profit

organization.

Supportand

enhancementof

th e Bureau’sSales

and

Market ing

efforts

remain the

major

objectiveof

th e

Department. Tohelp sustainourmarketingdrive

during

th e

globaleconomic

crisis,

this

yearalone, h e Finance & Administration Departmentreduced th eoperatingand

maintenance

contractsbyanother $

150,000.

We

reducedcosts

last

f iscalyearbyasimilar

amount

as

wel l

as

reduced

staff.

Dur ing the

current

fiscal

year

2009 -2010,theFinance &

Administration Departmenthas

concentrated o n trainingsalesan dservicestaffon

Destination 3000,

our databasemanagement

system

and “Informz”,

oure-

mail

marketingsystem. O ur

MarketingDepartment

has

reported

that “Informz”

has

already

generated

tens-

of-

housands

ofdollars insavings

by

avoiding

th e

needtooutsourceour emailingactivities.

Additionally,

specialized

training

seminars

in

Destination3000Member

Extranet

havebeen

facilitatedforour Bureau membersinorder

to

providepersonalized instruction focusedonour

members.

This

componentallows

ourmemberssecured accesstoourmemberdatabase

Destination3000, toretrieve leads,access

meetingplanner’

srequestsforproposals,

aswellas

update

theirmember

profilesand

contactinformation.

TheMember Extranet

willalso

facilitate

our

Research

Divisionin its

research

and

developmentofsurveys.

Overthecourse

of

thefollowing

fiscalyear2010-2011 , theFinance & Administration

Departmentwillcontinueto

strive

for

anotherclean

audit

without

management

comments.

Additionally,significantenergywillbe

undertaken

tocomplete

o ur

trainingof

o ur memberso n

th e MemberExtranet.

Wehope

toalso establish recurringperiodicupdate

training for

our

members.

Our

ITDivisionwillbeimplementingVirtualComput ing

thus

significantly

ç


14/110

reducingourcomputinghardwarecosts. IT

will

also

work

with

our

AccountingDivisionto

integrate

membership

billing thus making th eentirebilling

process

paperless.

Th e

Finance & AdministrationDepartmentwill

continue

to

support

salesand

marketing

inan

effort

to

keep

our

Bureau

on

the

leadingedge

of

technology

for

addressingneeds

and

generatingcustomersatisfaction.

CONCLUSION

In2010-2011, w e

willcontinue

our

work

with th e leadership

of

Th e

City

of

MiamBeachand

Miami-

Dade

County

in

moving forward

with

aplan

tomake t heMiami

Beach

Convention

Centercompetitive

inth e

meetings

andconvention industry forth e

future. With

th ehelpof

our

Chairmanand Board

leadership,

th e Bureauwillconductan annualBoard retreatand

initiate

th e

development

of

an updated

five (

5)

earstrategicplan.

I

would

liketothank

th e

staffforhelping m epreparethisAnnualIntegratedMarketing Plan,

Budget, ProgramofWor k . Iwould like

to

thank Ita

Moriarty

andRolando Aedo for

thei r

outstandingpreparation oftheir sections

on

thebudget.

I

would

particularly like

to

thank

Alvin Westandh is stafffortheir

invaluable

assistance incoordinatingan dhelpingprepare this

recommended

budget.

Respectfully

submitted,

William D.Talbert,

III, DME

President & C EO

ïð


15/110


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17/110

Annual IntegratedMarketing Plan

Convention Sales

Recurr ing Goal

1

Increase long-term

bookingsofconventions, meetingsandtrade shows from 2011andbeyond.

With

the

fullcomplementofhotelson-ine,

and morecontinuing

toopen, thishelpssupport

ConventionCentercitywidemeetingsand

th eoverall

hotelpackagepresented

forMiami

Beach

Convention

Center(

M BCC) groups.A

continuinggoal

will

betoincrease

2 0 1 0 and beyond

shor t term meetingsforhotel

business.As

th e year

began,

th e hotels were

stillexperiencing

softness

in

the

groupmarketandsome

attritionfromthegroups that

were

booked. The

economic

conditionsstartedto

bea

bitmore

positive inJanuary

2010

withSuperbowl, Pro Bo w l

an d

various

winter

activities.W e

will

continue

to

message

and

rebrand

our

luxury

destination

as

one thatpresents

valueandgreat

return oninvestmentwithincreasedattendance,both

domestic

an d

international,

strongsatisfaction ratioand

overall

successfulprograms.

CurrentYear

2009-

2010Update

InFiscal

Year

2009-2010,

th e

Convention SalesDepartmentconfirmed30MBCC

bookings

representing80,018roomnigh ts th rough

July

2010wi th

aneconomic

impactof

over

59

million.

22meetings

were

booked

for

theMiami

Co nventionC enter/American

Airlines Arena

representing49,

558

room

nightsthrough July 2010wi th aneconomic impactofover 21

mil l ion,and 481hote l

meetingswere

confirmed for236,

352room-

nightswith

aneconomic

impactof

over $

111mil l ion. This totalof

533bookingsfor

365,928room nightsrepresentsan

economic impactofover $191 mil lion. (hroughJuly, 2010). W e are

25%

aheadoflastyear ’s

booked roomnights and19%

verour

leadgenerationandwellonour

w ay

toachievingour

goals

in

most

areas. Considering

we

started th eyearwithfewersalesmanagersbecause

of

budgetcuts,

we

arehavinggreatsuccesswithproducing “morewithless”. Th eone area that

needs improvementonproductivityis

theMiamiBeachConvent ion

Center. Inorderto

be

successful

moving forwardwith

increased bookings

wemust

have

aconcrete

timng

and

announcementfor

an y

expansionorrenovationplans for

ourcustomers

torelookat

our

destination.

1


18/110

Convent ion

Sales

Budget

Year2010-201l

Thefollowing strategiesan d

tacticswill

be implementedin

th eupcoming

budget

year:

Strategy

1:

Generate

Convent ionCenter

leads

by

targeting

cities

inselect

geographic

areas

and

u s i n s s s in

keycategories.

Trade

show

companies, associationsan d

corporations

area

prime source

ofnew

prospectsand

th e

medical, echnology and

pharmaceutical

fields

continuetobeofinteresttoour

hotels.

W e

willtarget meetings, conventionsandtrade

show businessesthat

will

use1,500peak

room

nights

to

fill

th e Convention

Center

and

meetourhotelneeds

forcustomersor

in

shoulder periods.

Tactics:

Generatecommunications via

telemarketing

contacts

ande-mail.

Global

Spectrum ManagementatMiamiBeachConvention

Centerand Bureausales

staffbeganefforts

thisyear

which willbe continued infiscalyear

2010-2011

toconductphoneblitzestargetedto

center

users

inorder togenerate leads

especially inth e summer/

shoulderperiods.

Continue th e

work

begun this

year

with

Global

Spectrum,

G M C V B ,

Messe

Schweizand

th e

City

ofMiami

Beach

toforge

partnershipswithpotential

tradeshowproducersof

Internationalgroups.

W e

will

continue

to

promote

th e

centerandcity

atth evarious

shows

we

coordinatetogethereach

fiscal

yearanddistribute the “WhereWorlds

Meet”

brochuretoallaudiences.

This

effort

was expanded

in2009/

1 0 an d

willcontinuein2010-

2011 byexhibiting

at

two

new Internationalshows.

Conduct

sevensalesblitzesto

th e

citiesof

WashingtonDC,Chicago,

andthe

NewYorkarea. Ourpartners,

Global

Spectrum

atthe

MiamiBeach

ConventionCen ter (

M B C C )

will

be

invitedwith

usto

promote

convention

center business.

Increaseexposure toth e destination via

site

visits.Target

marketing

efforts to

producesitevisitationsby individualdecision -mak ers, boardsofdirectors,site

committees,

tradeshowmanagementteamsan dkeyexhibitors.

2


19/110

Convent ion

Sales

Conduct two centerfamiliarization

trips

to

hos t

atleast15customers who

producecorporate, nternational,

Tradeand/orassociation city

wide

meetings

and

orchestrate

this

with

Global

Spectrum

Managementteam att heMBCC.

Wewillalso hostBoardofDirectorsMeetings, sitevisits and tours ofth e

centertostimulate

interest

in

booking

th eMiamiBeachConventionCenter

Participate

in

30industry trade

shows,

conventionsandsales forums.Th e

ActionCalendar

will

detailthe department’s

schedule

ofindustry conventions

andtradeshowsan d

both

hotelsan dCenter

staff

ar e

welcomed

tojoin us.

Continue anIncentiveProgram

to

entice summerconventions

at

t he MB C C

that

willgenerategood

economic

return.

T h e

Program willexpand from

last

year’

s

ROI,

as

th e

economic

tide

h as

changed

for

the

better

in

our

hotels

overall.

However , when

soliciting

a

summermeeting,

theGMCVB,our

hotels andGlobalSpectrum

will

come

upwithcreative

offerings topresent

eachclientonanindividual

basis.

Strategy

2:

Cont inuetogenerate excitement about

new

citydevelopments byrepresenting

the

destination

at

major

trade

shows

and meetingsan dbycont inuing

ouraggressive

convent ion destination

familiarization

reviewprogram,

sponsorships atindustry

functions,

conducting

small

dinnerdestinationevents

an d

takingourshowcase eventson

th e roadto

tell

th e destination’

sstory

withth e new “ValueAddedComponent”

in

our

brandingefforts.

Tactics:

Host

exciting

destination

reviews

corresponding with specialevents

and

mini-

familiarizationtoursfor

prospectivebuyers

toshowcasethe

Convent ion

Center

and

surroundingarea.(

perhaps

capitalize

on

the

new

Miam

Heat

Team which

is

generating

lots

ofexcitement).

3


20/110

Convent ion

Sales

Schedule fivefamiliarization

tripswhich

willbesupplemented

with

over200

site inspections

for

users

ofboth th eConvention

Center

and in-house

hotel

meetings.

Produceshowcaseeventsin

key

targetcitiesan d

on

certainshowspartnering

with

hotels, Hinton& Grusich, Visit

Floridaand

Global

Spectrum

ManagementatMB C C .

Targetmajor

citiestohostevents

and conductsimilareffortsin

secondary

markets

of:

Minneapolis,

St.Louis,Houston,

Dallas, addingSanAntonio,

whichwouldconsistofsalescalls,unches anddinnerswithour

key

customers.

Organize

and

implement

sales

blitzes.

Our

POW

2010-

2011Activity

Calendar

outlines

12SalesBlitzestobe

conducted.

Sponsor

events

atk ey industry annualconventions

or

trade

showssuch as:

Financial InsuranceConferencePlannerswhich willbe

here

inMiami

Beach

thisyear.These ar e

opportunities

tosponsor functionsan d

make

presentations

on

ourdestination. Wecont inue togetimmersedwiththehotelsin the

financial

and

insurancemarketsaswegearuptoco-hos t th eFICPannua l

meeting

November

2010

at

th e

Fontainebleau

Resort.

Strategy

3:

Continue

to

targetmajormulti-managementandtradeshow companieswhich representa

significantnumberoforganizationsthat

can

generate

new

business

for

th e Convention

Centerandindividual hotelproperties.

4


21/110

Convent ion

Sales

Tactics:

Solicitmulti-management

andtrade

show companies tohost

theirExecutive

Management retreatmeetings in

Greater

Miami.

Invitemulti-

management

companiesto

hostmeetings

in

Miamiand

participateinfamiliarization

trips.

ConventionSaleswill

attend

allmulti-

managementcompanyannualtradeshowswhich include: HelmsBriscoe,

Conference

Direct,

AmericanExpress,SmithBucklin,

International

Association

of

Association ManagementCompanies(IAAMC)andKellen

Company.

Sponsorevents

at

IAAMCwhich

targets

allmanagementcompanies.

Each

year

cont inue

topresent

at

the

IAAMC

Board

Meeting

prior

to

AmericanSocietyofAssociation

Executives (

ASAE)

toselltheGreater

Miamidestination

an d

promote th enew additions

toour

product.

Strategy4:

Advertise

inkey trade

publications

topositionGreaterMiamifavorably, highl ighting

new

developments

that

will

draw

attendees

for

t radeshows,

smaller

meetings and

conventions.

This

last

year

webegan

to

rebrand

th e

destination

onceagain to

highlight

th e

Value

inaLuxury

destination.

Tactics:

Advertise

in

selectindustry

publicationswhich tieinwiththe

markets

currentlybooking inthiseconomic climate.

Pollmember

hotels toidentifyingpublications

forour

year-

long

advertising

efforts. Thesepublicationswouldcover

th e

association,corporate, tradeshow,

insuranceand

incentivemarkets.

Advertise inselected

insurancemagazines

and

local

chapters

of

industry

organizations such

as

Professional Convention ManagementAssociation,

International

Association ofExh ibit ions &

Events,

Meeting

Professionals

International,ExecutiveUpdate, etc.

5


22/110


23/110

Convent ion

Sales

Budget

Year 2010-

2011

Thefol lowingstrategyandtacticswill

be

implemented in

th e

upcoming

budgetyear:

Strategy

1:

Th e

first

approachwill be to

maintain

thestaffin

our

salesdepartment. W e continueto

address

th e

needsof

th e

smallmeetings

marketby

goingback toth e basicsof

sales.

All

ofoursalesmanagers are

handlingbothsmall

andlargegroupsforcontinuityof

service

toth ecustomer

and

bestusageofareducedsales

staff.

Tactics:

Continue

to

valuesmall

meetings

forourhotels.

Implement

new

Direct

Mail

and

advertisingprogramspromoting

any

of

th e

value

propositions

byourhotelcommunity.

Always

be

readyto

re-

deploy th e

staff

tobetter addressth e demandsofthe

marketplace.

Target specific

shows

thatbenefit

the

cur renteconomic

condit ions

and

marketsfor

abroad rangeofhotel

product.

TargetmorebanneradsdrivingRFP traffictoourwebsiteonhighly

visible

newsletters

andindustry

sites.

Work

withtheGMCVBInternationalIncentiveSales Manager

to

closeon

th e

leadsthataregeneratedfromthe attendanceatinternational

tradeshows.

Strategy

2:

Internet-based R FP programwhichhighlights

site benefitswas

introducedtwoyears

ago

and

willbe

expanded.

O ur

strategy

istoincrease

the

visibility of

ourR FP

site to

the

corporatean d

association

markets throughadvertising,newslettersand

emailblasts. Th e

system

is

alreadymorestreamlinedwitho urnew databaseandties–

inwith

th e

RFP’sand

ourD-3000 accounts.

7


24/110

Convent ion

Sales

Tactics:

Usee-mail“nformz” topromotevalue

periods

an dhotelavailability.

Drive

trafficto

thewebsite and R F P sitethrough advertisingplacement

throughout

th e

year.

Identify

and track

clients

w h o

use

th e RFP

site

and

include

them

inan email

newsletterthat

was

implementedfouryears

ago, an dwill

becont inued in

2011.

Continually

update

andrevise

ourW ebbased

R FP processby

comparingto

otherhotelsan dbureaustokeep

up

withindustrystandards.

Strategy

3:

Advertise

inkey trade publications inorder toalertcorporate, regional

and

association

planners

ofnew promotional

developments

inourshort-termhoteland Convention

Center business.

Tactics:

Advertiseinindustrypublicationsande-basedsites.

Developour

advertisingschedulewithinput from

ourhotelsand

Convention

Center.

Generateanother

co-op

adprogram with

ourhotels

to

promoteour

Value

offersin

th e

summerandto

drive

trafficto

th e

websitesof

ourhotelpartners

and th e

Bureau.

Recurr ing

Goal 3

Maintain andconfirm a

definednumber

ofannuallong-

erm

MiamiBeach

Convention

Center

bookings

ofconventions togenerateadefinednumberof

room

nights

for

our hotel

community.

8


25/110

Convent ion

Sales

Current

Year 2009-2010Update

InFiscalYear

200 9-201 0, th e

Convention Sales

Department

worked

closely

with

th e

annual

long-

term

usersat

th e

Miami

Beach

Convention

Centerto

provide

hote l

assistance,

attendance

builders,convention services

assistanceand

date

assistance,

when

necessary.

Budget

Year 2010-

2011


tactics

willbe implementedin

th eupcoming

budget

year:

Strategy

1:

Maintain

an d

strengthen relationshipswithannualtrade show clients that

have

made th e

Miami

BeachConvention

Center

their

home.

Solicit their input

to

identify

industry-

wide

trendsandsuggestionsforincreasingMiami’sattractiveness asaconventiondestination.

Th ispastyear, theeconomics havechangedmany

of

therepeatshowsandweare

workingwiththem and

th e

Center stafftoadjustspaceorroom blockswhennecessary.

Wewillcontinue toreachout

this

year toprovide

more

Services fromth e

Bureau

to

assistwith

driving

attendance, maintainingaudienceorassisting inwelcoming the

groups.

Tactics:

W o rk with

th e

M B C C managersandGlobal

Spectrum

topromote

and

expand

ourrelationshipswith

theregular

usersfrom aConvention

Servicesaspect,

as

wel lasassisting

them

inexpanding

theirroomblocks

oradjusting

them

ifour

current

economy isaffectingtheir

attendance.

Maintain relationships forendorsements, testimonialsand promotional

opportunities.

W o r k todriveattendance through newsletters,

emailblasts

or

advertising.

Nurture

th e

relationshipsofrepeat

customers

to

ensure

their

satisfaction with

the

community,

Convention

CenterandBureau.

This

isreflectedonour

CustomerSatisfactionSurveys

that

wesend

to

allusers

ofth e

Convention

Center.

9


26/110


27/110

Convent ion

Sales

Tactics:

Conduct

in-

person

sales

contacts.Th e

Director’sgoalincludes at

least

three

appointments per

week.

Maintain day-to-daysalesactivitiesincluding salescalls, elemarketing,email

correspondence

an dprospecting.

Attend monthly meetingsoflocalchaptersofInternationalAssociation

of

Exh ibit ions & Events,

Professional

Convention

ManagementAssociation

Summit,

AmericanSociety

forAssociation ExecutivesAnnualMeeting &

Exposition,Meeting

Professionals

International, Association

of

Management

Professionals, andSociety

of

Government

MeetingPlanners.

Identifynew

eventsandshowsto

selland

attendin

order

to

promote

Greater

Miami.

Participate inmajorindustryorganizationsan d th e

local

chaptersandnational-

level

committees

in

ordertoheighten exposureoftheDCofficeas

representativesforGreaterMiami.

Maintainapresenceatindustry

tradeshows

in

th eDC

marketandcontinueto

monitor thoseresultsinth e upcomingyear.

Participate

in

selected

national

meetings

andtrade

showssuch

asProfessional

Convent ion

Management

Association

Summit , AmericanSocietyfor

Association

Executives

Annual

Meeting &Exposit ionandSociety

of

Government

MeetingPlannersif

th eappropriate

R O I

is

expected.

Strategy

2:

Conduct

small

client

dinnersfor

10-12association

andtrade

show clientsinorder toupdate

them on

hospitality

developmentsinGreater

Miami.

Tactics:

Targetspecific meeting planners and executive officersfordinnersand

luncheons.

Th eDCoffice h as certain

house

accountstosolicit

on

aregular

basisforboth leadsandbookings.

11


28/110


29/110


30/110


31/110


32/110


33/110

Convention

Services

Strategy

2:

Implement th eoutsourcingofHousing

Bureauservices.

Formulate an ddistributearequestforproposal (RFP) forhousing.

Implement

th e transfer

of

services from in-housetooutsourcingcompany.

Client

communicat ion

toall

futurebookingsadvising

themofthenew

policies.

Th e GMCVBwill

continue to

promoteour

preferred

vendor for

housing

servicesto

potential

clients.

Recurr ing

Goal 3

Effectively

coordinate

Bureau

showcase

events,

Venue

Reviews,

sponsorships

an d

special

events.

CurrentYear

2009-2010Update

InFiscalYear2009-

2010,

h e

ConventionServices Department

provided

key

services

for:

Eightcity-

wide

conventions.

Four

venuereviewtripshosting

54clients.

P C M A

Education Foundation

Partnership

Summit

April

2010-

Organized

attendees

transportation, opening

reception,

dine-

a-ound

andattendee

offsitetours.

Organizedclosing

receptionfor

ASAE

FellowsRetreat

June2010.

Participatedonth e Financial & InsuranceConferencePlanners (FICP) 2010

Design

Team, which created th emarketing

campaign,

education

components,

generalsessions

andsocialeventsfor

th e

convention, which will

take

place

at

th e Fontainebleau Miami

Beach inNovember 2010.

GMCVBDirectorof

Convention

Services

w as

on

the

Board

of

Directors

for

South

Florida

MeetingProfessionals

International

as

VPofFinance.

17


34/110


35/110


36/110


TourismSales

Recurr ing

Goal

1:

Influenceand

educatetravel

plannersand

travel

tradedecisionmakers

on

GreaterMiami

as th e

destinationofchoice

fortheir

clients

and

successfullymeet

theirsales

objectives

by

providing

comprehensive support.

Current

Year 2009-2010Update

Infiscal

year2009-

10, h e

Tourism SalesDivisionsuccessfullydesignedand

executeda

Program of

W o r k

that resulted

in

morethan125 trade

shows/missionsboth domestically

and

in

24

countries

directly

interacting

with

more than

15,

000

cl ient

contacts.

We

continued

our International

officeexpansion with

two

new

offices

activated in

Ecuador &

Venezuela. Further

support ingLatinAmerica’

svisitorgrowthinto

Miami,we

successfullydeveloped three

new

membermissions

focused

on

developing

group

business. During

these

Meeting

Planner

focusedmissions, th eTourism Sales team and

GMCVB

members m etwith

key

meeting planners, ncentive

Housesand

corporate

businessaccountsin

Argentina,Brazil &

Mexico

with

the

objectiveof

booking

incremental

room

nights

for

the

destination.

Furthersupporting

our

pre/

post

cruise

activities,we

were

the

host

city

for

the

H o m e Based

Travel

AgentForum

during

Septemberinpartnershipwith Portof

Miami

hostingover

1,

100 homebasedagentsalong

withplannedsite inspectionsofcruisevesselsatPor tof

Miami.

Finally, ecognizing

th e

importanceofChinaas akey

emerging

marketforth e U S Aan dMiami,w e

expanded

our

lure

destination

brochureto

now include

Chinese

asoneof

our

featured

languages.

Budget

Year

2010-2011

Thefollowing

strategiesan d tacticswillbe implementedinth eupcoming budgetyear.

Strategy

1:

Design an ddirectan annual Internationalan dDomestic SalesProgram which will

interact

with

an dsupportkey

travel

plannersan d

travel

trade

colleagues

targeting

topproducing

markets

as wellas emerging

markets.


37/110


38/110

Tour ism

Sales

Furtherleverage

Miami’

s

new

partnership with

Virtuosoviatheir

newsletter, tradeshow (

Travel

Mart)an d

through

their tradeandconsumer

publications. Virtuoso

isanetwork ofth e world’s

finest

travelagencies

with knowledgeableadvisorswh o draw upon first-handexperience tocraft

th e perfectluxurious vacation for

theirclients.

Virtuoso’saffiliated

travel

advisors

haveglobalconnectionswith

th e

besth otels, cruise lines,airlines

and tour

companies.As

a

destination, everaging

this

partnership

iswill

further

support

th epromotionofMiami’sluxuryassets.

Expand

the

Bout ique

Hotel,Film,

Fashion & Entertainment Program

representing

approximately

100Bout ique

Hotels

in

30

nichemarkets.

Effortstobe

focused

on

specialtytrade,

partnerships

and consumer

lifestyle, ocusingonfilm, ashion,entertainment,mu sic, production,

Travel

Agents,

designevents

lifestyle consumers

and some

GLBT

in

nationalandinternationalmarkets.

Design and implementaBoutiqueHo tel, Fi lm ,

Fashion &

Entertainment

media

plan

to

support

above

efforts.

Designand implementatargetedCulturalTour ismandHeritage Travel

Program including hosting

andfacilitating

familiarization

tours,

ndustry

presentations

and

collateral

support.

Additionally, participation in10

Cultural

andHeritage InternationalandNat ionalconferences andtrade

shows.


39/110

Tour ism

Sales

Design

and

implement

atargetedGay &

Lesbian

TravelProgram

including

participation inrelated

trade

shows,conferences

and special

events inpartnershipwiththeMiami-

Dade

Gay &

Lesbian

Chamber

of

Commerce

and

thenewly opened

Visitor

Center

and

otherkey

GLBT

stakeholders.Plans currentlycallfor14programstobeconducted aswel l

asourongoingsupportofth e

Whi te

Party,

Winter

Party,AquaGirl, h e

MiamiGay &LesbianFilm

Festival,

SizzleMiami, MiamiBeach

BRUTHAZ,PrideLines

and

theMiamiBeach

G ay

PrideW eekend. Th ese

efforts

willbesupplemented

by

atargeting advertising

effort

which will

showcase theMiami

brand

andthesignatureGLBT events inour

community.

Continue

topromoteandsupportourshoppingpartnersviaourS ho p

Miam

Program byproviding

salesand collateralsupport (

inmultiple

languages).

Continuetopromote

pre-

and-postcruisevisitor activity, work ingclosely

withCruiseLine International Association (CLIA), h eAmerican Society

of

Travel

Agents (

ASTA)

ocal

cruise

l inesand

th e

Portof

Miami.

Th is

will

includeparticipation inCLIAconferences,

Cruise360, and

Cruise

ShippingMiami (formerly

known

asSea Trade)

event

as

well

as

hosting

approximately1,

200

cruise

agents

via

travel

agent

familiarization tours.

Promote family traveltoth e destination

by

expanding th e

Amazing

Miami

Attractions

Program

and incorporatingth e

VIPattractions

pass

with

our

travel tradeefforts.


40/110

Annual Integrated MarketingPlan

Media

Relations &

Promotions

Recurr ing

Goal

1:

Influence consumerperceptions about

Miamias anart-centric, ropicaland

cosmopolitan

destination

of

choice

toth e

high-valuecustomer through:placementofeditorialstories in

avarietyofconsumer

and

travelmedia

outlets

incore marketsand

through

experiential

promotional

consumer experiences

an dstunts.

Current

Year2009-

2010

Update

In

fiscal

year2009-

10, h e

Media

Relations

Division successfullydesignedandexecuted

a

Program

of

W o r k

resulting

in

th e

completion

of

1 6

targetedmedia

missions,

hosting

2 4

especially

themed

familiarization

tours andassisting

intheplanning

and

servicingof

morethan

272mediavisits

researching

and featuringMiamand

28special

media

projects

totaling ina

promotionalvalue

of

nearly $

1

million.

Theseeffortsarecalculated

to

haveproduced

featurearticlesan delectronic broadcasts (

primarily television) c reating

morethan

2.8

billion impressionswithan

estimatedcomparable

advalueofmorethan

18

millionin

advertising equivalency

Budget

Year

2010-2011

Thefollowing

strategiesan d

tactics

willbe implementedinth e

upcoming

budget

year.

Strategy1:

Directan informative, argetedpress releasegoalofapproximately

40

G M C V B

press releases,alerts,medianewsletters,advertorials and industry releaseswhich

reinforceth ebrand.

Tactics:

Provide

th e

most

up-

to-date, positiveinfo rmation toall

audiences

with

What ’s

Happening”

pressreleaseson

aregularbasis.

Utilizepress

releasestohighlight

travel

trends,

events,new

developments,

financial

news, festivalinformation

an d

othernews ina

timely,

accurate

an d

targetedfashion.


41/110


42/110


43/110

Media

Relations

BudgetY ear –2010-

2011


tacticswill

be implementedin

th eupcoming

budget

year.

Strategy

1:

Direct

apress release

program

promotingmeeting facilities,developmentupdates

an dnew

tourism productsto

targetedmeetingplanner publications.

Tactics:

Identify anddistribute

updates

regularly to

appropriate

trade

media

outlets (i..,

What ’

s

N ew

release).

Update th e evergreen pressreleasethatConvention Sales

managers

can use asa

sales

piece.

Ensure

that

press

releases

o n

th e

web

site

ar e

currentand

accurate.

Developadvertorialsupon request

forkeymeetingstrade

magazines

to

beusedtoleverage

additionalpublicity

fromadvertising

or

accomplishments.

Strategy2:

Provideadvertorialcontenttotradepublications.

Tactics:

Work

with

convention

development

to

developspecific

story

angles

thatarebestsuitedfor

each

publication an ddate.

Invitekey

edi torsandwriters

frommeetings publications tovisit

Miami.


44/110


Advertising & New

Media

Recurr ing

Goal 1

Increaseovernight visitors

an dattendant

visitor

resort,

sales,food &

beverage

taxes,

and

jobsthroughoptimum

occupancy

an dhighest

possible room

rates.

Thisgoal

issupported

bydeveloping

and implementingstrategies andtacticsthat

continuetodevelop

and

implementabrand

image

while targeting “

h igh-value

consumers”

about th e diversity of

options

and interests

infulf i l l ingthevisitor

experience.

There is

a

correlatingpriority

goal

of

developing “

year-

roun d” tourism

taking

advantageof

not

only thedestination’s

peak

periods

of

success

but

continuing

todevelop

andexpandth e shoulder an d

summer

periodsas

well.

Current

Year2009-

2010

Update

Using th eabove

noted

benchmarks, consumerresponsetoth e awareness

an d

invitation to

visitth e destinationgenerated

several

highlights.

Following a

challenging 20 08/20 09

fiscal

yearattributedto

th e global

economic

crisis,we

started

experiencing

county–

wide

recovery

in

thesecondfiscal quarter of

2009/2010as

evidencedbygains

in

the

Convention Development

Tax (

C D T )

up

11.

1%

nd

th e Food &

Beverage

Tax

up

7.7%

Octoberthrough June.Duringthatsame

time

period,ourDomesticVisitors (

53%

ofour

overallbusiness) increasedby2.7%o4.9millionandourInternationalVisitors (

47%

of

o ur business) increasedby3.6%

o

4.2

million.

Tota lovernightvisitors

for

th efirstnine

monthsrepresentedan

increase

of3.1%oratotalof9.4million.Forth e first3quarters

our

Average

Daily

Room

ratedid

declineslightlyby -1.2%

ut

wasoffsetbyan

increase

of4.7%noccupancy

for

afavorable

gain

inrevenueper available roo m (revpar) of

4.3%.h is

performanceh asallowed

GreaterMiamito

retain itstopranking inthese

critical

areas

aswel lasinretaining th e majorityofitshospitality jobs

which

hasslightly

declined -

0.5%orFY

1 0vs.09while

unemployment

as

a

whole is

much

moresevere.


45/110

Advertising &

N ew

Media

Budget

Year

2010-2011

Thefollowing

strategiesan d tacticswillbe implementedinth eupcoming budgetyear.

Strategy

1:

Design

and

implementan annualmarketingplan that

utilizes

allformsofmedia

advertising

includingtradit ional

and

digitalmarket ing,

aswellas

specialty

publicationsthat target

consumers

an d travelan dmeeting

professionals.

Tactics:

Th e

primary target

customer

for

GreaterMiami

is

asophisticated,

well-

educated,

affluent

consumer

who

is

looking

for

the

opportunity

to

experience

Miami’

sunique varietyof

activities

and toreturn

with

stories

totellaboutth euniquenessofMiami.

Ages

25 to54,with emphasison35-54.

Highly educated.

Above-average income.

Activelifestyle.

X-Ceptionals” and “GenY-Nots”

Psychographicsegments.

Summer an d

Shoulder

Season

Travelers.

Primary

GeographicTargetsare:

1.ortheast

corridor

ofth e

United

StatesandCanada (

al ine

drawn northward

f rom Baltimore

through Philadelphiaan d

N ew York

an dup

to

Toronto) witha

heavyemphasiso n

th eMetropolitan N ew Yorkmarket.

2.

omesticmarkets

including major

population centers

inth e southeast, mid-

west,

southwest

andwest

coastwhere

high

value

customers

and target

niche

audiencesreside


46/110

Advertising &

N ew

Media

3.outh

Floridaandin-

statedrive

markets (includingGreaterMiami)for

summer

an d

vacation in

your backyard

promotions.

4.

nternational

Markets:

Sophisticated cities inLatin America.

Key markets inEurope.

Strategy2:

Continue todevelop an d implementprograms

that

conveyMiami’scosmopolitan

chic

brand

image. Educatehigh-

valueconsumersabout thediversityofthe

destination.Tocontinue

to

produce

th e

optimum

program

fortourism results

requiresth e continuedemploymentofacommunity-wide branding initiative

that

is

both

memorable and effective

in

building newdestination awarenessand

incrementalbusiness.Thismarketingcommunications initiative willcontinueto

strengthen th e selling cycle,

guiding

the

potentialcustomer

through

the

travel

decisionprocess resulting inMiamias theirdestination ofchoice.

Tactics:

Creatingpositive

customerawareness

ofth e

destination.

Producing

stronger

visitor

interest.

Stimulatingconsumer desire.

Combatinginroads

from

competing

destinations.

Ultimatelyassistinginth e customer’

s

action decision tovisit.

Strategy3:

Brandingorbrand

identity

isth e totalsumofth e

words, mages

andassociations

that form th e

customer’

s

perception

ofth e

destination. Th e brand, th erefore,

is

th e

conveyedpersonality

of

th e

visitors’

experience.

It

is

th e

promise,

th e

link,

or

th e bridgebetween th e customer and th e visitor

produc t. Alth ough

th e

G MC V B

cannotbe

responsibleor

accountable

forevery

customer’sperceptionof

the

destination,itshouldcontinue to

fulfill

itsrole asa

community

tourism leader in

crafting

a

brand that

supports

th e industrythrough

afullycoordinated,

effective

marketingcommunicationsplan.


47/110

Advertising &

N ew

Media

Tactics:

Define

th e

UniqueSell ing

Propositionsthatseparateth e destination

from th e

competition.

Define

the

Brand

Voice

in

order

to

effectively

communicate

the

brand’sattributesthroughvisualand languagecues.

Continuetocraftprograms thatmerchandize

our

competitive

advantage.

Establish l inkagesbetween th e brand elementsofth e destination

and

th evariousmember/partner

constituentswe

represent.

Conduct

consumer research

torefine & expand

ourtargetmarkets,

domestic & international,

by

evaluating

R O I &

growth

potential

based

on visitororigin location,liftanalysisandsegmentation.

Produceuniquemessagesfor

consumer

segments thataddressthei r

rational

and

emotionalneeds,

andconvey th eunique

characteristicsof

th e area

relevanttothem.

Strategy4:

Th e Marketing &

Tourism

Program

guidesth e developmentofth e G M C V B ’s

array

ofcollateral

communicationsefforts includingadvertising,directmail

fulfillmentand

promot ions,

website posit ioning,mediapublicityprograms,

exhibits,etcetera.

To

fur ther strengthen

the

program,

the

program seeks

the

proactiveparticipationand exponential usebyth edestination’sconstituents and

their

ow n marketing communicationsdeliverysystems.


48/110

Advertising &

N ew

Media

Tactics:

Th e

brandmessageis

integrated

for

consistentuse inongoing

communicationsvehicles

including:

Social

Media

Website

Email

Advertising

Specialtypublications

andcollateralmaterials

Trade

show

displays

Mediapublicity

Salessolicitation programs,etcetera.

Strategy

5:

Continueto

support

th e

Tropical/

Cosmopolitanimagewhile further expanding th e

brand

positioning

with

influentialpeople,

trendsetters an dothersw h owillpresent

th e

statusofa

Miamivacation

to

potentialvisitors.

Tactics:

PresentMiam’s image

in

publicationsthatinf luence thestyle-

conscious

andtrend-setters.

Leverage

ourArt,

Culture

and Designattributes through

relevant

communications.

U se

creative techn iques (

fashionphotography,video

images,

and

specialty

items)

topresentaMiami

image

that

isunique

and

strategicallyalignedwiththeBrandwhile remainingdistinctive

and

unique

from

competitive

destinations.

Continue to

look

forpartneringopportunitieswithbrands, restaurants

and

nightclubs,

hotelpartnersandspecialeventsheldinthe

destination.


49/110

Advertising &

N ew

Media

Recur r ingGoal

2:

Continue toenhancean dexpand th eGM CVB’swebsiteanddigitalmarketing programs

asoutreach, fulfillment and

sales

andconversion tools.

Th e

G M C V B ’swebsiteshould

be

a “

central

meetingplace”

for

all

inquiries

about

a

vacation

to

Greater

Miami

and

th e

Beaches.

Current

Year2009-

2010

Update

Th e website

andonline efforts

ofth eGMCVBcontinue to

expand,with

manyofth e

initiatives infiscalyear20 09-20 10 generating significantresults. Branding

and

tactical

marketing

efforts

haveexpandedonline.

82.6

million consumers

wereexposed

todigital

advertising,

a

340%

ncrease

over last

year.

Promotions

with

a

majordigital

component

includedthe

Miam443summervaluespromotion

at

Miam443.

com,

and

the

SeeMiamiLive.

com we b

page,which featuresup-o-he

minutewebcam,video,

and

photosshowcasing

ourclean

watersand beautifuldestinationcontent.In

fiscalyear

2009-

2010 todate, therehave

been3.2

million visitors tooursite (October 2009-

July

2010).

Thisrepresentsan

increase

of

40%

bovelastyear’

s

numberto-

date (

2.3

million).

Website

organicsearch engineoptimizationefforts have

resulted

in1.3

million

organic

search engine-

drivenvisitors,

a27% ncreaseover

2008-

09.

Budget

Year

2010-2011


tactics

willbe implementedinth e

upcoming

budget

year:

Strategy1:

Continue todesign, revise

and

expandprograms thatgenerate

optimum

results

an dcustomer interaction

onour site.


50/110

Advertising &

N ew

Media

Tactics:

Redesign MiamiandBeaches.comtoprovide

a

moreintuit ive and

immersive

userexperience, in

orderto

ncrease

Miami

brand

consideration,

visitor

lead

generation

and

exposure

for

our

members.

Plan includes integration ofmicrosites

into

th e main

site,

mprovement

ofth e

websitenavigation,bookingtool,

content

search and

fi ltering

capab ilities. Destina tion andmember

content

will

be

enhancedwith

additional

photos,videoandrelevant

content. Content

will

be

expanded

to

includevisitorinformation

in

multiple

languages,

and

social

media

components

willbeintegratedto

encourageuser

interaction.

Data

collection

fromvisitors tothe

website

willdefinethevarious

profiles

ofour

visitors

and

help

tocontinually

refine

market ing

activitiestomeet

specific

needs.

Th e sitewillcontinue totellth e

fullGreater

Miamistory inorder to

reinforceth ebrand

image

andsupportvarious

neighborhoods

andsub-

brands.

Programs

willbeexpanded that

foster

and

support

purchaseand

conversion

opportunities foronline

partners

such

as

t icketpurchasefor

events,attraction admissions,golf

andspapromotionsand

restaurant

reservations.

Enhance

th e

brochure

an d

email

opt-

nprocessandcontact

stream

in

order to

gather

preferences

formarketing

activity.

Developandmaintainstrategicalliances

with

othertravelbasedsites,

memberwebsites, cooperative

advertisers

an dother

specialized

partner

programs

to

ensure

message

integration

and

extension

of

promotional

opportunities.

Enhance

market ing

an d

siteexperiencesforstrategicmarketing

programs

including

BoutiqueHotels,

Whe re

Wor ldsMeet,

GLBT,

Travel

Agents/

Tour

Operators,

MeetingPlanners,and

Special

Events.


51/110

Advertising &

N ew

Media

Strategy2:

Enhance

an d

expanddigital

marketingprograms inordertoleverage th eonline medium’s

reach,engagement an dconversion potential.

Continually

monitor

social

media

conversations,

and

increase

consumer

engagement

on

social

applications,focusingonFacebook

andTwitter.

Search engine trafficwill

be optimized through both “push”

initiatives

such

as

th e

paid listingplacementofrelevant

event

content,aswel las

pull” initiatives

such

as

search-word

datamining,

content

enhancement

andpartner link

strategies.

Provide

relevant,

timely

content

to

targeted interest

groups, n cluding

locals

and

visitors.

Th e

visitoremailprogram willmore aggressively

targetconsumersinvacation consideration mode, and

locals

willbe

provided with more frequent, event-driven

content.

Maintainandevolve

theMiami

and Beaches mobile

application

as

wellas

themobilewebsitesfor

MiamiandBeaches.

comand

MiamiBoutiqueHotels.com.

Develop

online

promotions

focused

ongeneratingconsumersocial

media

engagement, in

order

to

acquire

social

media

andemai l

leads

for

ongoing

interaction

an d

communications.

Recurr ing

Goal 3

Establish

flexibility an d

responsiveness

to

changing

market

conditions.

Strategy

1:

As

th e

nature

of

travel

and booking

patterns

continuestobecome increasingly

moreshort

term, h e events

and dynamics thatcan

have

an

immediateimpacton

consumer behavior and travelplansare

equally

spontaneous. Th e dynamicsofa

global

communicationsalso

allows formessages

an d images

of

eventsinorabout

adestination

to

reach avastaudiencewithinhoursviawebsitesandsocia l

networks.


52/110

Advertising &

N ew

Media

Tactic:

Establishatacticalaccountofadvertising resources thatcanbe

quickly

mobilizedto

address

an event,episode,

market

condition,

rendaswel l

as

conversely

a

unique

opportunity

to

impactmarket

share.

Develop th eGMCVBco-op

advertisingprogram

withavariety

of

flexible

optionsinordertofacilitatemember

participation.


53/110


54/110

MembershipDevelopment

Budget

Year

2010-2011

Thefollowing

strategiesan d

tactics

willbe implemented inth e

upcoming

year.

Strategy

1:

Ensure th ecultureofmembershipisattractivetonew membersan d increase th e

numberofactive, nformedmembers. Increase th e qualityan d levelof

participation in

th e

GMCVB throughsocialmedia

and

member-to-member

interaction.Createaculturewhereby th emembers

feel

ownership.

Tactics:

Initiate more

member-

to-memberan d

member-

to-G M C V B programs.

R e-establish

th eMembershipNewsletter.

Createaprospectivememberevent.

Increasememberbenefits –socialmedia

and

other in-house training.

Continuetosupportth e expansionofth e Bureau’suseofInternetand

website

technologies

toprovideadditionalmarketingopportunitiesfor

GM CVB

members

an dpartners includingonlineadvertising.

R e-

create

a

Membership

Committee.

Create

morenetworkingopportunitiesfor

our

members

with

referral

luncheons,membermixer,speed

greeting

an dotherevents.

Strategy2:

Aggressivelypursue

more

corporate sponsors,Governmental

an dminority-

owned

businessesfor

membership.

Maximize

membership

retention through targeted

programs

recognizing

loyal

members.


55/110


Tactics:

Target

th evariousConsulatesinGreater

Miamiand

th e

Beachesfor

Membership.

Local

advertizing

togenerate

more

awarenessor

th e

G M C V B

and

th e

membership

program.

SurveykeyGreaterMiamibusinesses astotheir

multicultural

marketing

efforts.

Provide

added

value through

specialized

vendor

partnerships.

Continuetooffervaluable an dmeasurablemarketingbenefits.

Developa “

MemberRecogni t ionProgram” which

recognizes

members

that

go

th e

extra

mile

for

th eGMCVB

an d

or

other

members.

A

fullyupgraded anduser friendly

membership

websitewhere

the

overallkey objectiveswillbe toprovide1) ic h resource centerforour

existing

members, and2) ellmembershipsby

showing

th e valueof

membership.

Target “

dropped”

members

tore-establish relationshipand

membership.

Increased

personal

con tact (

via

meetings) betwee n

Memberand

Membership

Representative

to

further

build

relationships.

Generate $

200,000 innew member

revenue through

an

aggressive

recruitmenteffort.

CurrentYear2009-

2010

Update

During

the

current fiscalyear,

the

GMCVBcontinued

togrow

ourcomprehensive

customerservice

program

that

included

selecting

nationally

renowned

research

and

branding

partners withspecialties in

customer

service.Wecont inue toworkin

partnershipwith

MiamiDadeCol lege’

s

Centerof

Excellence

in

providing

Customer

ServiceTrainingofthe “Miam i

Beginswith

Me”

program


56/110


57/110


Establish measurement

an dperformance criteria,monitor resultsan d

activelypromote

an d

reward leading

examples

ofoutstanding

customerservice

an d

employee

attitude

among

both

service

personnel

andbusinesses.

N ew Goal

1:

Asth e

GMCVB

evolves

an d

th e

needsofour members

change,w ewill

create

th e

meansof

reaching

demographic groups,an drecruitanew generationofmembers

byfocusing

onnew areas

of

membership

that

might

have

been

over looked.

Thesenewmembershipgroups, shouldgeneraterevenue ofapproximately

100,000.

00

Strategy1:

Use

th e

S.M.A.

R.

Tapproach: Th ebestapproach tobuilding,

managing

an d

growingourmembershipwhich

will

seek to

deliver

a

qualitymembershipforth e

SMART

rganization

withpecific, easureable, chievable,elevant

and

imedefined

goals.

Tactics:

Target

th e

various

Consulates

in

Greater

Miami

and

th e

Beaches

for

Membership.

Investigatenewenterprises, professionsand occupations:

Green

Initiatives, Destination Weddings,

W eb

Developmentan dTechnology

to

mentiona

few.

Attractmembers through Public Relations - Localadvertizingto

generate

more

awareness

or

the

GMCVBand

themembership

program.

Requestmembership

lists

fromlocal

Chambersof

Commerce

to

identifyprospects.

Prepared customizedmaterialsto

distribute

toprospectivemembers

with codetotrack membershipan dentitlementtospecial incentive

Achieve

th e targeted revenue

byen d

of

fiscalyear2010-2011.


58/110

Convention

Sales & Services

Index

of

Programs

Affordable

Meetings -

DC

3

Affordable

Meetings

Mid

America -(

HSMAI)Chicago

3

Affordable

Meetings

W e st

3

American

SocietyforAssociation

ExecutivesAnnua lMeeting & Exposition (ASAE)

3

American

Society

for

Association

Executives (

ASAE) FellowsRetreat

3

Americas Incentive,Business,Travel & MeetingsExhibit ion

3

Association for

Convent ionOperat ions

Management (

ACOM)

3

AssociationManagement

Company

Institute

3

AssociationForum Holiday

Showcase

4

Atlanta

Holiday Reception

4

AtlantaSales

Blitz

4

Boston Sales

Blitz

4

th

CenterforBusiness

Intelligence7Annual

PharmaceuticalMeeting Planners

Forum (CBI)

4

Chicago

Sales

Blitz

4

CitywideConvention

Welome

4

Connec t

Market

Place

4

Connect icut

Sales

Blitz

4

ContractedReceptions

5

Convention

Book ing/

ncentives

5

Convent ion

Sales

Calls

5

Counc i l

of

Engineer ing & Scientific

SocietyExecutives (C ES SE )

5

DestinationSh owcase -

Chicago

5

DestinationSh owcase -

DC

5

Direct

Mail

5

DMAIMINT

Records

5

Executive

Board

Meetings/Committee Site

Inspections

6

Financial & Insurance

Conference Planners (

F ICP)

6

Florida

Encounte r

6

Florida

Society

of

AssociationExecutives

6

FloridaSocietyofAssociation Executives (Hosting)

6

FraternityExecutivesAssociation (FEA)

6

Georgia


International (

GAMPI)

6

Hinton &

Grusich

Contract

6

Housing

Services

7

Incentive

Bo n us

7

Incentive

Travel &

Meeting

Executives

Show (ITME)

7

International AssociationofExh ibit ions & Events (IAEE)

7

Internat ionalMICE

Marketing

Suppor t

7

Life

Insurance

Market ing & Research

Association (

LIMRA)

7

MeetingMastersInvitational

7


International (

MPI)........................................................................7

Meetings

Quest (

4

shows)

8

Miam

Magnet

Program

8

Midwest

Sales

Blitz

8

Miam

ROI/SportsVenueReview

8

Nat ionalCoal i t ion

ofBlackMeeting

Planners

8

NewEngland MeetingsIndustry

Conferenceand

Exposition (NEMICE)

8

Northeast

SalesBlitz (

NY/NJ)

8

Office

ofthe

Sr.Vice President

of

Convent ion

Sales

8

ProfessionalConvent ionManagement

Association

Annua lConference (

PCMA)

8

ProfessionalConvent ionManagementAssociation Summ it (

PCMA)

9

PromotionalDisplay

Unit &

Maintenance

9


59/110


60/110


61/110

Convent ion Sales&

Services

FYFY

Pogram

NameSummay20102011

BudgetBudget

Association

ForumHol iday

This

event

is

the

largest

one-

dayshow

in

Chicago6,

0006,000

Showcase

attracting

morethan

1,

000Association Executives

and

Corporate

decision-

makers.

Bureau

represe

ltc 265-2010 gmcvb annual budget and pow 2010-11

Documents