ANNUAL MEMBER MEETING · 2015-10-01 · Visit Alexandria 2015 Annual Meeting . September 30, 2015 . Hotel Monaco Alexandria

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