annual member meeting · 2015-10-01 · visit alexandria 2015 annual meeting . september 30, 2015 ....
TRANSCRIPT
VISIT ALEXANDRIA
ANNUAL MEMBER MEETING
S e p t ember 3 0 , 2 015
Thanks to our Valued Partners
City of Alexandria
Thanks to our Valued Partners
Virginia Tourism Corporation
Thanks to our Corporate Partner
And our Charter Members
Alexandria Hotel Association
Visit Alexandria 2015 Annual Meeting September 30, 2015
Hotel Monaco Alexandria
Hon. William Euille City of Alexandria
Mayor
Vic Parra President & CEO, United Motorcoach Association
Visit Alexandria Board Chair
Edward Mendoza Area Director of Sales and Marketing
Kimpton Hotels of Alexandria
Walter Clarke Vice President
Burke & Herbert Bank
Vic Parra President & CEO, United Motorcoach Association
Visit Alexandria Board Chair
Vic Parra President & CEO, United Motorcoach Association
Visit Alexandria Board Chair
Voices of Alexandria Video
Economic Impact of Visitors
Source: 2014 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation *Data is based on macroeconomic modeling and provides an estimate of receipts, not an accounting of actual taxes and receipts.
Visitor Spending by Accommodation
406.30
265.26
130.57
050
100150200250300350400450
Hotel in ALX VisitFriends/Relatives
Daytripper
Spending per trip ($)
Source: 2014 Advertising Effectiveness & ROI Study, Destination Analysts for ACVA
Contribution per Dollar of Property Tax (net of Services Provided)
Source: Alexandria Econom ic Developm ent Partnership
Patricia Washington President & CEO Visit Alexandria
2015 Review
Meetings
“A World Away”
Couples
Dining
Pet- f r iendly
National & International PR
National and International PR
Responsive Website
Blog
2015 Results
Source: 2014 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation
616
657
711
739 738 754
$500
$550
$600
$650
$700
$750
2009 2010 2011 2012 2013 2014
Visitor Spending in Alexandria (millions $)
Lodging Performance (% change year over year)
5.2
9
14.7
5.1 4.5
9.9
3.1
4.8
8.1
0
2
4
6
8
10
12
14
16
Occupancy Average Daily Rate Revenue Per Room
Alexandria
DC RegionCompetitors
US
Source: Sm ith Travel Research data July 2014-June 2015 versus previous year; DC Region Com pet itors include DC, Arlington, Fairfax Co., Prince G eorge’s Co.
Advertising Impact
• 85 million impressions
• $171:1 Spending ROI
• $6:1 Tax ROI 50%
0
1
2
3
4
5
6
7
FY2010 FY2015
Return on Investment (City Tax Receipts $)
4:1
6:1
Sources: 2010 Alexandria ROI Study, Strategic Marketing & Research Inc.; 2014 Advertising Effectiveness & ROI Study, Destination Analysts
Meeting Sales
• $36.7 million in leads generated 7%
• $5.9 million in actualized revenue 7% 2.95
3.80
5.30 5.54 5.93
0
1
2
3
4
5
6
7
FY2011 FY2012 FY2013 FY2014 FY2015
Actualized Revenue (millions $)
Public Relations
• 305 national/international stories 7%
• 890 total stories
• $1.1 million print value . 38%
0
50
100
150
200
250
300
350
FY2013 FY2014 FY2015
National/International Press Hits
Web + Social Media
• 1.5 million web visits . 37%
• 57,000 social media followers 43%
0
300000
600000
900000
1200000
1500000
FY2013 FY2014 FY2015
Web Visits (total)
2016 Preview
Travel: A Growth Industry
Source: US D ept of Com m erce, B ureau of Econom ic Analysis
6.5
2.2
3.7
0.6
0 2 4 6 8
Q2 2015
Q1 2015
Percent Growth (Annualized)
US Economy (GDP)
US Travel & Tourism(Economic Output)
Travel: A Growth Industry
Source: “ State of the Am erican Traveler” July 2015, Destination Analysts
35% p lan to in c rease t rave l spend ing Only 11% p lan to dec rease
MGM National Harbor
• Opening 2nd half of 2016 • Visit Alexandria convening MGM Readiness Task Force
Advertising: Print & Broadcast Channels
Advertising: Digital Channels
VisitAlexandriaVA.com
New Member Listings – Add Your Content
Content First Marketing
Michael Kelley Senior VP, Programming & Business Affairs
PBS
Mercy Street :30 second preview video
Mercy Street 3 minute “Green Family” video
“Mercy Street” Inspired Marketing
• Partner-created Visitor Experiences
• National Sponsorship of 6 Episodes
• Virginia Tourism Corporation Promotion
• Premiere — November 5
• National Press Tours & Pitches
• “Mercy Street” Inspired Content Hub
Thank you!
VisitAlexandriaVA.com