Igniting global passion for Kansas City - Visit KC...
Transcript of Igniting global passion for Kansas City - Visit KC...
Igniting global passion for Kansas City
Best Trips 2019 – National Geographic Traveler
“Worth a closer look …” – Vogue
“Kansas City doesn’t disappoint.” – Forbes
“More museums than you would expect” – USA Today
“Kansas City is so hot right now.” – Condé Nast Traveler
“A happy state of mind” – The New York Times
11 Cities on the Rise – Smart Meetings
“More than barbecue and jazz … but those parts are stellar” – New York Magazine
“America’s newest boozy boomtown” – Food & Wine
“Book your tickets” – Food & Wine
“Miraculous …. A phenomenon” – The New York Times
“A historic hub.” – CNN
15 Best Places to Move to in the U.S. (Before They Get Too Crowded)
– Reader’s Digest
America’s Art Scenes Off the Beaten Track – The Wall Street Journal
Best Places to Travel – USA Today
12 of the Best Places to Visit if You’re Planning a Vacation – Business Insider
10 Lesser-Known Black History Month Sites Across America – CNN
Best Places to Live and Work – MovieMaker
“An unexpected travel surprise.” – National Geographic Traveler
WHAT THE WORLD IS SAYING
{ Noteworthy Rankings from 2018 }
#HowWeDoKC
ABOUT US WHO WE ARE
HISTORYFormed in 1918 as the hospitality arm of the KC Chamber of Commerce, the Convention and Visitors Bureau of Greater Kansas City became independently incorporated on June 20, 1966, as a not-for-profit corporation. Now known as Visit KC, the marketing and sales organization is engaged on an annual basis by the City of Kansas City, Mo., and is responsible for promoting the region as a top-of-mind travel destination for the leisure, convention and group tour audiences.
FUNDINGVisit KC’s primary source of funding is a tax on hotel/motel occupancy and a business license fee within the incorporated boundaries of Kansas City, Mo. The ordinances creating the tax provide that the proceeds are to be used for marketing and operations of Visit KC. The organization’s budget is enhanced by private funds raised through a variety of sources including partnership dues, advertising opportunities and in-kind services.
VISIONVisit KC will serve as a primary catalyst for extraordinary and continuous economic growth of the Kansas City region's convention and visitor industry.
MISSION Ignite global passion for Kansas City.
WHAT WE DO
MARKET & PROMOTE KANSAS CITY• Destination branding to position Kansas City as a vibrant, creative community
• Convention sales efforts to attract conventions, meetings and sporting events to Kansas City
• Integrated marketing campaigns to drive visitors to KC through advertising, PR and social media
• Home to the KC Film Office, representing the region’s film community
• Economic development for the region through job creation and tourism revenues
WELCOME & CONNECT TRAVELERS• Assist with the successful execution of close to 300 meetings and conventions each year
• Create maps, guides, content and other visitor resources to help guests discover all there is to do in Kansas City
PROMOTE LOCAL BUSINESSESDrive traffic to local hotels, attractions, restaurants and more than 1,000 businesses involved in the local hospitality community
SUPPORT LOCAL EVENTSOrganize and support major events like Kansas City Restaurant Week and the Big 12 Men's Basketball Championship, to name a few
WHY IT’S IMPORTANT
TOURISM ECONOMIC IMPACTTourism generates $5.5 billion in economic impact for the region annually, including indirect and induced impact. Moreover, taxes paid by visitors save the average Kansas City household $550 in taxes each year.
LOCAL JOBSOne in 19 jobs in the region are sustained by tourism either directly or indirectly. That amounts to 48,000 jobs and $1.7 billion in wages.
INFLUX OF VISITORSKansas City hosts 25.2 million visitors each year. Of these, 47% (or 12 million) stay overnight. For more information about KC’s annual visitation, such as demographics and points of origin, go to VisitKC.com/research.
Sources: Tourism Economics, Longwoods International, U.S. Travel Association, 2016
CONVENTION SALES & SERVICES2018 KEY ACCOMPLISHMENTS
• Achieved 105 percent of Visit KC’s room-night production goal—generating 295 bookings and 444,763 room nights for future meetings. This accounts for more than $330 million in future economic impact.
• Assisted with the successful execution of 290 meetings in Kansas City, including 21 citywide conventions.
• Coordinated 13,765 reservations through convention housing, generating more than $210,000 in invoiced revenue.
• Increased awareness and visibility of Kansas City by attending 25 industry tradeshows.
• Enhanced Kansas City’s exposure to the international tour market through operator missions, 115 appointments at three tradeshows and a new strategic partnership with Icelandair.
• Hosted 42 clients during three dynamic sales missions to the markets of Washington, D.C., Virginia and Dallas.
• Hosted 94 personalized site visits to Kansas City, as well as three KC Experience familiarization trips, which cumulatively attracted 60 clients.
• Maintained a record 96-percent rating for Visit KC’s convention services through client satisfaction surveys, with 100 percent of clients indicating they would recommend Kansas City as a meeting location.
MEETINGS HELD IN KC 2016 2017 2018
Conventions 279 275 290
Room Nights 325,874 376,390 354,113
Attendance 334,083 *512,972 366,607
Economic Impact $246,564,131 *$295,651,841 $275,099,523
CONVENTION SALES ACTIVITY 2016 2017 2018
Meetings Booked 294 264 295
Definite Room Nights 362,305 381,194 444,763
Leads Generated 862 769 847
Tentative Room Nights 1,981,314 1,775,689 1,566,391
Site Visits 114 92 96
Convention Center Bookings 44 34 53
Convention Center Room Nights 222,177 243,659 329,274
*Enhanced by major events such as U.S. Figure Skating, NCAA Volleyball & Men’s Basketball
MAJOR BOOKINGS IN 2018
ORGANIZATION/MEETING DATE(S) ROOM NIGHTS
Destination Imagination MayGlobal Finals 2019; 2020 30,166/YR
Educational Testing Service JuneAdvanced Placement Reading 2023 29,197
USA Volleyball AprilASICS Show Me National Qualifier 2022 17,679
National League of Cities November City Summit 2022 15,480
Cerner Corporation OctoberAnnual Health Conference 2019 14,400
National Society of Black Engineers MarchAnnual Convention 2023 14,355
American Occupational Therapy Association AprilAnnual Conference & Expo 2023 13,372
Big 12 Conference MarchPhillips 66 Big 12 Men’s Basketball Championship 2021 10,600
Midwest Sports Productions World Fastpitch Championships presented by JulyUSA Elite Showcase 2018 9,911
Kubota Tractor Corporation SeptemberNational Dealer Meeting 2023 7,869
UBM Animal Care AugustFetch dvm360 Conference 2020 7,385
United Church of Christ JulyGeneral Synod 2021 7,110
American Medical Society for Sports Medicine AprilAnnual Meeting 2025 6,970
Mennonite Church USA JulyBiennial Convention 2023 6,415
National Association of Credit Management MayCredit Congress & Expo 2021 6,020
Big 12 Conference Phillips 66 Big 12 Women's MarchBasketball Championship 2020; 2021 5,900/YR
USA Gymnastics AugustU.S. Gymnastics Championships 2019 5,770
Building Owners & Managers Association JuneInternational Annual Conference & Expo 2023 5,455
National Precast Concrete Association MarchThe Precast Show 2022 5,147
American Railway Engineering & Maintenance-of-Way Association SeptemberAnnual Conference & Exposition 2026 4,967
Grain Elevator & Processing Society FebruaryGEAPS Exchange 2023; 2024 4,859/YR
PARTNERSHIPS & SPECIAL EVENTS2018 KEY ACCOMPLISHMENTS
• Eclipsed 1,000 active industry partners, including 137 new partnerships through-out the region.
• Hosted the 9th Annual Kansas City Restaurant Week, featuring 10 days of special, multi-course menus at 193 restaurants and raising more than $455,000 for local charities.
• Oriented and trained 278 frontline hospitality workers, community partners and proud Kansas Citians during 18 Visitor Influencer Program (VIP) sessions. Participants learned the ins and outs of KC, how to interact with visitors and other hospitality essentials.
• Achieved more than 8,300 interactions through the Visitor Information Center, welcoming travelers from 18 different countries and 47 different states. More than 8,400 referrals were made to partner businesses.
• Produced the second season of KC Tap Tour, a self-guided experience driving visitation to 19 local breweries. More than 3,675 Guidebooks were sold, and more than 1,000 participants completed the entire tour.
• Continued to enhance Visit KC’s presence at community events, engaging with 10,319 people at 10 unique festivals.
• Commemorated National Travel and Tourism Week by recognizing frontline hospitality personnel through an awareness campaign and an ice cream social at Barney Allis Plaza.
• Produced Downtown Dazzle in partnership with the City of Kansas City and Downtown Council, promoting more than 60 Downtown events, pop-ups and programs, bringing thousands to the area during the holiday season.
• Hosted quarterly Partner 2 Partner networking events with more than 550 attendees to help engage partners and offer valuable industry networking opportunities.
• Welcomed more than 550 industry partners to the 2018 Visit KC Annual Meeting at the Kauffman Center for the Performing Arts, which featured keynote speaker Evita Turquoise Robinson and an experiential reception of KC’s makers and doers.
PARTNERSHIP COMPOSITION 2016 2017 2018
Accommodations 129 119 115
Arts and Culture 44 139 126
Attractions 35 193 189
Breweries 10 19 18
Casino/Gaming 5 5 5
Convention Services 73 182 181
Dining 201 194 249
Entertainment 17 74 68
Organizations 55 55 55
Shopping 156 121 124
Sports & Recreation 37 115 115
Tours & Sightseeing 11 41 37
Transportation 33 29 28
TOTAL 806 1,286 1,310
PARTNER REVENUES 2016 2017 2018
Partnership Dues $310,532 $325,219 $401,869
Hotel Lead Share $333,667 $425,822 $349,083
Web/Collateral Advertising $85,498 $144,207 $123,106
Marketing Campaign Partners $517,906 $847,993 $799,921
TOTAL $1,247,603 $1,743,241 $1,673,979
MARKETING, COMMUNICATIONS & FILM2018 KEY ACCOMPLISHMENTS
• Executed an integrated marketing campaign in partnership with agency of record MMGY Global, generating 292,000 incremental hotel room nights and $73 million in economic impact. Reaching seven media markets in six states, the campaign generated a new record return on investment of $99 for every dollar spent by Visit KC.
• Increased meeting planner interest in KC, amassing 29.5 million impressions in convention marketing through trade advertising, earned media, e-mail marketing, paid search and social media.
• Generated 540 articles about Kansas City through public relations—accumulating a record 207 million impressions in publications such as National Geographic, The Wall Street Journal, The New York Times and more.
• Realized significant growth in Visit KC’s social influence, securing 438,000 referrals to VisitKC.com and a record 1 million brand engagements through social media.
• Assisted 222 productions through the KC Film Office, including the local filming of the third season of Netflix’s high-profile series Queer Eye and HGTV’s Bargain Mansions.
• Partnered with the Kansas City Area Development Council to stage a national media mission in New York City, which attracted more than 100 high-profile members of the media, including representatives from The New York Times, CBS News, Saveur and Delta Sky.
• Earned industry honors—including a U.S. Travel Association Destiny Award and an HSMAI Gold Adrian Award—for the 2017 Chicago Speakeasy Activation, in collaboration with agency of record MMGY Global.
• Launched a new experiential marketing program, the KC BBQ Experience app, with a corresponding web platform to enhance Kansas City’s position as the Barbecue Capital of the World. The app amassed 6,000 downloads in its first month.
• Secured substantial marketing funds for the destination ($325k) through the Missouri Division of Tourism matching grant program for fiscal year 2019.
• Reinforced Visit KC’s social media advocacy platform for team members, amassing an additional 203,000 impressions for the brand through employees’ personal networks.
NEW YORK MEDIA MISSION
ADVERTISING CAMPAIGNS
LEISURE 2016 2017 2018
Media Budget $1,036,559 $1,121,461 $1,300,000
Local Media Partner Investment* $475,000 $613,500 $590,962
State of Missouri Investment $399,137 $382,699 **$217,075
Paid Media Impressions 171,800,577 170,298,229 165,645,436
Campaign ROI (per media dollar) $93 $85 $99
CONVENTION 2016 2017 2018
Advertising Impressions 23,697,660 20,129,613 29,494,840
INTERACTIVE MARKETING 2016 2017 2018
Web Visits 3,231,489 3,784,244 4,082,033
Page Views 13,181,165 13,596,969 14,095,913
Unique E-mail Opens 279,389 381,724 512,425
E-mail Signups 27,162 30,845 42,269
COMMUNICATIONS
MEDIA RELATIONS 2016 2017 2018
Publications Assisted 379 405 410
Earned Media/PR Impressions 181,159,090 205,566,216 207,329,799
SOCIAL MEDIA
Total Followers 291,461 366,288 404,772
Engagements 383,347 757,353 1,026,179
KC FILM OFFICE 2016 2017 2018
Productions Assisted 251 220 222
*Partner investment less membership dues **Reflective of Missouri Division of Tourism (MDT) mid-year budget cut
ADMINISTRATION & FINANCE2018 KEY ACCOMPLISHMENTS
• Facilitated the recruitment and onboarding of several key positions in the organization, including a new President & CEO, Chief People Partner, a new Vice President of Partnerships & Events and two new National Account Managers for the Sales team.
• Integrated new organizational systems to enhance processes dedicated to payroll, paid time off, 401K contributions, HSA/FSA services and expense reports.
• Automated the employee benefits open enrollment process, allowing for a seamless and convenient selection of healthcare and financial protections.
• Oversaw the reconfiguration of the lobby and Visitor Information Center, as well as other office renovations and facility updates to improve workflow and productivity.
• Updated network security and firewall infrastructure and oversaw the installation and implementation of a new node-based cluster server.
• Negotiated a one-year extension of the existing customer relationship management (CRM) software and began the RFP process.
2018 REVENUES
Convention Tourism Tax $9,778,679
Arena Business Fees $1,299,788
Marketing Campaign Partners $847,255
State Co-op Funding $154,927
Partnership Dues $376,678
Hotel Lead Share $349,083
Convention Services Revenue $210,156
Web/Collateral Advertising $123,168
Promotional Participation Revenue $509,607
Film Office $47,167
TOTAL REVENUE $13,696,508
TIF Expenditures ($1,504,944)
REVENUE (NET OF TIF) $12,191,564
Destination Marketing Audience > 44% • $5,305,944
Sales Audience > 37% • $4,369,601
Operational > 13% • $1,493,922
Local Audience > 6% • $728,267
Total Expenditures > $11,897,734
2018 EXPENDITURES BY TARGET AUDIENCE
44%
37%
13%
6%
2018 EXECUTIVE OFFICERS & BOARD OF DIRECTORSCHAIR / CiCi Rojas, President, Tico Productions & Tico Sports
VICE CHAIR / Cindy Circo, Public Affairs Manager, Kansas City Power & Light
TREASURER / Jim Snow, Complex General Manager, Westin Crown Center/Sheraton KC Hotel
SECRETARY / Jeanette Prenger, President, ECCO Select Corporation
• Vic Allred, President, Jazz, A Louisiana Kitchen
• Lee Barnes, Jr., Councilman, 5th District At-Large, City of Kansas City, Missouri
• Nick Benjamin, Executive Director, The Cordish Co.
• Carla Chavarria, Senior Vice President of Human Resources, AMC Entertainment
• Dan Fowler, Councilman, 2nd District, City of Kansas City, Missouri
• Arzelia Gates, Corporate Secretary, Gates Bar-B-Q Corp.
• Belinda Harrison, Attorney at Law, B.L. Harrison Law, LLC
• Gloria Jackson-Leathers, Director of Kansas City Civic Engagement, Ewing Marion Kauffman Foundation
• Bob Kendrick, President, Negro Leagues Baseball Museum
• Jenny Kincaid Julian, Owner, Socialworx PR
• Steve Klika, Commissioner, Third District, Johnson County
• David Lopez, General Manager, Manny’s Mexican Restaurant
• Riccardo Lucas, President & CEO, N.STRIDE Consulting, LLC
• Pat Macdonald, Senior Philanthropic Advisor & Executive, Greater Kansas City Community Foundation
• Rachel Merlo, Community Manager, Kansas City, Google
• Stacey Paine, President, Crown Center Redevelopment Corp.
• Kevin Pistilli (Immediate Past Chair), President, Raphael Hotel Group
• Rosemary Salerno, VP/General Manager, The City Market
• Troy Schulte, City Manager, City of Kansas City, Missouri
• Angie Stanland, Vice President of Association Services & Recruiting, Cerner Corp.
• Jon Stephens, President & CEO, Port KC
• Philip Strnad, General Manager, Hilton President Kansas City
• Keli Wenzel, President/Managing Partner, O’Neill Marketing & Event Management, Inc.
• Randy Wisthoff, Executive Director/ CEO, Kansas City Zoo
• Amy Jordan Wooden, President & CEO, AJW Consulting
Ex Officio Members
• Pat Klein, Director, Aviation Department, City of Kansas City, Missouri
• Kurt Mayo, Executive Director, Hotel & Lodging Association of Greater Kansas City
• Oscar McGaskey, Director, Convention & Entertainment Facilities
• Kathy Nelson, President/CEO, Kansas City Sports Commission
• Clayton Reid, President, MMGY Global
• Jeffrey Stewart, Senior Advisor to Chairman & CEO, Loews Hotels & Co.
Executive Committee Ex Officio Members
• Bill George, President, Kansas City Transportation Group
• Kevin Pistilli (Immediate Past Chair), President, Raphael Hotel Group
• Troy Stremming, President & CEO of AdAstra Strategies
• Brenda Tinnen, General Manager & Senior Vice President, AEG-Kansas City, Sprint Center
AWARDS & HONORS
#HowWeDoKC Brand Activation in Chicago – Destiny Award, U.S. Travel & ESTO
#HowWeDoKC Brand Activation in Chicago – Gold Adrian Award, Hospitality Sales & Marketing Association International
Top 50 Convention Destination – Cvent
“KC on KC: Thrills” – Emmy Nomination, Mid-America Emmys
Cori Day – Executive Excellence Award, Event Service Professional Association
Cori Day – 100 Women Who Inspire Us, Smart Meetings
Derek Klaus – 40 Under 40, Association Forum/USAE Magazine
Derek Klaus – Centurions Leadership Program Class of 2020, Kansas City Chamber
Ashley Patton – 30 Under 30, Destinations International
Ashley Patton – The New Faces of Destination Marketing, Northstar Meetings Group
1321 BALTIMORE AVENUE, KANSAS CITY, MO 64105 VISITKC.COM • 816-691-3800