VIS ISIT IT A ALE LEXANDRIA IA ANNUA NNUAL MEMB MBER MEE - - PowerPoint PPT Presentation

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VIS ISIT IT A ALE LEXANDRIA IA ANNUA NNUAL MEMB MBER MEE - - PowerPoint PPT Presentation

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VIS ISIT IT A ALE LEXANDRIA IA ANNUA NNUAL MEMB MBER MEE EETIN ING Septe tember 30, 2 2015 015 Thanks to our Valued Partners City of Alexandria Thanks to our Valued Partners Virginia Tourism Corporation Thanks to our Corporate

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VIS ISIT IT A ALE LEXANDRIA IA ANNUA NNUAL MEMB MBER MEE EETIN ING

Septe tember 30, 2 2015 015

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Thanks to our Valued Partners

City of Alexandria

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Thanks to our Valued Partners

Virginia Tourism Corporation

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Thanks to our Corporate Partner And our Charter Members

Alexandria Hotel Association

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Visit Alexandria 2015 Annual Meeting

September 30, 2015 Hotel Monaco Alexandria

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Hon

  • Hon. William

. William Euil ille le

City of Alexandria Mayor

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Vic P ic Parra

President & CEO, United Motorcoach Association Visit Alexandria Board Chair

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Edwar ward Me d Mendoza

Area Director of Sales and Marketing Kimpton Hotels of Alexandria

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Walte lter Clar Clarke

Vice President Burke & Herbert Bank

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Vic P ic Parra

President & CEO, United Motorcoach Association Visit Alexandria Board Chair

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Vic P ic Parra

President & CEO, United Motorcoach Association Visit Alexandria Board Chair

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Voices of Alexandria Video

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Econ conomi mic c Impa Impact of ct of Vis isitor itors

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.

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Vis isitor itor Spe Spendin ing b by Accommod Accommodatio ion

406.30 265.26 130.57

50 100 150 200 250 300 350 400 450 Hotel in ALX Visit Friends/Relatives Daytripper

Spe pending pe per tri trip ( ($)

Source: 2014 Advertising Effectiveness & ROI Study, Destination Analysts for ACVA

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Con Contr trib ibuti tion pe per Dolla Dollar of

  • f Pr

Prope

  • perty T

Tax ax

(net o t of S Servi vices es Provi vided ed)

Source: Alexand ndria E Econo nomic D Development nt Pa Partne nershi hip

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Patr trici icia W Was ashin ington

President & CEO Visit Alexandria

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2015 R 2015 Revi eview

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Meeti eting ngs “A Wor

  • rld A

d Away ay”

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Cou

  • uple

les Din inin ing Pet et-frie iendly ly

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Nation ional & al & Internation ational al P PR Na Nation tional a and d In Inte ternatio ional PR PR

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Respo ponsiv ive We Webs bsit ite

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Blog log

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2015 R 2015 Resu esults

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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

Vis isitor itor Spe Spendin ing in in Ale Alexan xandria ia (millio millions $) $)

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Lodging ng Performa mance ce

(% chan ange y year ar o

  • ver y

r year ar)

5.2 9 14.7 5.1 4.5 9.9 3.1 4.8 8.1

2 4 6 8 10 12 14 16 Occupancy Average Daily Rate Revenue Per Room

Alexandria DC Region Competitors US

Source: Smith h Travel Research d h data J Jul uly 2014 2014-June une 2015 2015 versus us previous us year; D ; DC Regio ion Competit itors in inclu lude D DC, , Arlin lington, F , Fair irfax Co., ., Prin ince George’s C Co.

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Ad Adverti tisin ing Impa Impact ct

  • 85 million impressions
  • $171:1 Spending ROI
  • $6:1 Tax ROI 50%

1 2 3 4 5 6 7 FY2010 FY2015

Ret eturn on

  • n Inv

nves estment (Cit (City Ta Tax Receipts $ $)

4:1 6:1

Sources: 2010 Alexandria ROI Study, Strategic Marketing & Research Inc.; 2014 Advertising Effectiveness & ROI Study, Destination Analysts

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Me Meetin ing Sale 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

1 2 3 4 5 6 7 FY2011 FY2012 FY2013 FY2014 FY2015

Actua ualized R Revenue ue ( (millions $ $)

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Pu Publi blic R c Rela latio ions

  • 305 national/international

stories 7%

  • 890 total stories
  • $1.1 million print value

. 38%

50 100 150 200 250 300 350 FY2013 FY2014 FY2015

Nationa nal/Interna nationa

  • nal P

Press H Hits

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We Web + + Socia Social Me l Media ia

  • 1.5 million web visits

. 37%

  • 57,000 social media

followers 43%

300000 600000 900000 1200000 1500000 FY2013 FY2014 FY2015

Web V Vis isit its ( (tot

  • tal)

l)

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2016 Previ 2016 Preview

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Travel: A Growth Industry

Source: US Dept of Commerc rce, Bure reau of Economic Analy lysis is

6.5 2.2 3.7 0.6

2 4 6 8 Q2 2015 Q1 2015 Perce cent nt Gr Growth ( h (Annu nnualized)

US Economy (GDP) US Travel & Tourism (Economic Output)

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Travel: A Growth Industry

Source: “State of the he American n Tr Traveler” Jul uly 2015, 2015, Destination Analysts

35% plan to increase travel spending Only 11% plan to decrease

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MGM National Harbor

  • Opening 2nd half of 2016
  • Visit Alexandria convening MGM Readiness Task Force
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Advertising: Print & Broadcast Channels

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Advertising: Digital Channels

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VisitAlexandriaVA.com

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New Member Listings – Add Your Content

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Content First Marketing

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Mich Michael K Kelley

Senior VP, Programming & Business Affairs PBS

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Mercy Street :30 second preview video

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Mercy Street 3 minute “Green Family” video

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“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
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Thank you!

VisitAlexandriaVA.com