group sales & services · 2019. 6. 3. · • group size, number of meetings scheduled, up -...

Group Sales & Services

Monday, March 27, 2017

March 23rd, 2017

FY 16-17 Group Sales

Goal of 53,200

Goal of 56,200

Goal of 60,900

Goal of 61,000

Actual 54,053 Actual 57,670

Actual 60,906

Actual 64,848

Goal of 72,00072,000

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 YTD (PartialYear)

Room

Nig

hts

Sales Goal to Actual

Value of $8,433,143

Value of $9,684,241

Value of $11,828,241

Value of $14,000,000

Value of $13,000,000

(YTD)

YTD 57,058

37

54

28

8378

62

250 248

178

29

00

50

100

150

200

250

300

2014-2015 2015-2016 2016-2017 YTD

Number of Groups by Area of Origin

West & Mid-WestMid-Atlantic & NortheastSoutheastInternational

NC: 133

NC: 175

NC: 121

7,462

11,484

7,375

9,75510,893

15,243

38,70639,969

33,393

65 495 00

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2014-2015 2015-2016 2016-2017 YTD

Number of Room Nights by Area of Origin

West & Mid-West

Mid-Atlantic & Northeast

Southeast

International

NC: 20,527

NC: 25,082NC: 23,933

2,560 2,3161,661

3,9863,310

2,431

4,283

9,870

12,77710,990 11,174

7,452

13,384

15,918 16,230

19,935

22,377

15,460

0

5,000

10,000

15,000

20,000

25,000

30,000

2014-2015 2015-2016 2016-2017 YTD (Partial Year)

Number of Room Nights by Market Segment

GovernmentGroup TourCorporateSMERFAssociationSports/Athletics

727

782

510

0

100

200

300

400

500

600

700

800

900

14-15 15-16 16-17 YTD

Tentative Sales Leads Issued

534

172,604

202,486

141,906

0

50,000

100,000

150,000

200,000

250,000

14-15 15-16 16-17 YTD

Tentative Room Nights

132,302

8,868

9,869

7,504

0

2,000

4,000

6,000

8,000

10,000

12,000

14-15 15-16 16-17 YTD

Person-to-Person Outreach

6,457

62,687

55,893

38,524

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

14-15 15-16 16-17 YTD

Indirect Outreach

24,987

• Lift – volume/schedule• Meeting space – total sq.

footage/availability • House Bill 2 – future impact• Difficult to measure total

effectiveness of programs• Regional meeting competition

increasing

Sales Challenges

• Accolades – volume/high level• Staff wired to succeed• Financial support • Asheville can deliver the

unique experiences planners are looking for

Sales Opportunities

• Planners seek bigger, bolder F&B experiences; formal banquet dinners replace with interactive fun meal experiences.

• Security • Purpose driven experiences (millennials) matter• Disruption – technological forces, changes in DC,

delegates are no longer attendees but participants

17-18 Trends - Promising

• Group size, number of meetings scheduled, up-trending meeting rates, longer meetings, more demand for customized meetings packages.

• Healthcare, education, the financial industry, major Pharma…are all delivering strong demand in 2017. Incentive meetings are making a come-back….focusing on the best and most unique features of a locale, enriching the experience for all attendees.

17-18 Trends - Promising

FY 17-18 Group Sales

Brand BoostersClient Contact Communications

Vetted by area directors of sales

• Sunday-Wednesday nights • Scaled to size• Sourced through ACVB

• Eligibility standards set- Once every 3 years- Established festivals no eligible

• Promoted in appealing way“XXXXX in XXXX”

Client Contact: 48-Hour, Client Events,

“Good old fashioned phone calls, invitations to special events at your property or within your destination, meeting for coffee or cocktails after work, are all seen as critical in nurturing a relationship with those who can be so meaningful in delivering volume business to your hotel or resort.” - Hotel News Resource.com 3/17

Client Contact

• FAM Experience - 48-HR- 25 qualified planner event - 1X in Spring 2018 - National audience – corporate, incentive, association- Add CMP credits

• FAM Experience – NC/SC- 15 NC/SC qualified planners (+1)- Focus on corporate - Limited programming (FR-SS)

• Motorcoach FAM- Exclusive to Asheville area

Reimagined FAMs

• FAM History - 48-HR- 10 Experiences (Nov. ‘13)- 58 direct/indirect planners- 23 definite/pending

• EIC Financial Returns –- $3.2 million in direct spend

(Lodging, transportation, F&B, retail,space rentals, business services for attendees, organizer and exhibitors)

48-Hour Experience Impact

• Client Events 2017/2018- Fall/Winter – Raleigh- Spring – Atlanta- 2018 – Northeast

• Trade Events - 25 events targeted

• Targets- Mid-week (48-Hr/Incentive/select government)- Northeast - Mid-Atlantic (Ohio Valley)- Financial, Insurance, Medical

Client Contact

Meeting Planners InternationalWorld Education Congress National

Financial & Insurance Planners Conference National

IMEX Americas National

Meeting & Convention SE Southeast

Connect Corporate National

Meeting Industry Council West

Luxury Meetings (MN, OH, MASS) Regional

Trade Events – Corporate & Incentive

Corporate, Incentive, Association

13th Pharmaceutical Professionals Summit* National

Smart Meetings NE (3day)* Northeast

Smart Meetings (FL, TX, OH) Single day Regional

Association Executives of NC NC (A)American Society of Assn. Executives Annual Meeting & Tradeshow National (A)

Holiday Showcase Mid-West (A)

Destination Showcase Mid-Atlantic (A)

SC Society of Assn. Executives SC (A)

American Bus Association National National Tour Association National Spotlight on SE Tourism NationalHeartland Travel Showcase Mid-AtlanticTravel South Domestic Showcase National

Trade Events – Motorcoach & Intl.

Travel South International International

Economic Development Partnership of NC Trade Mission* International

Brand Boosters

Brand Boosters

Communications

Communications

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Communications

Print Placements

Meetings Today (2)Successful Meetings (3)Association Forum (1)

Digital Placements

Meetings Today (2)Meetings Net (3)

ArticlesPrevue, Meetings Today Carolinas, Meetings Today webinar and magazine, SportsEvents

Have More Fun On Us

• Opens doors• Influences decision• Great communication tool• Targets Mid-Week

Shawn BooneTina Porter

Molly Nelson

Carla McGlynn

Deployment Map

Discussion