What so proudly we hailed at the twilights last...

2014: A Banner Year for BaltimoreANNUAL REPORT & BUSINESS PLAN

FISCAL YEARS 2013 - 2014

xx

O, say can you see by the dawn’s early light

OUR MISSION Visit Baltimore generates economic benefits for Baltimore City through the attraction of convention, group and leisure visitors, and works to provide a positive experience for all guests.

What so proudly we hailed at the twilights last gleaming? ’

xMessage from the Chairman 1

Message from the President 2

Baltimore Convention & Tourism Board of Directors 3

Committees of the Board of Directors 4

Visit Baltimore Advisory Committees 4

Organization Chart 6

Staff Listing 7

Environmental Scan 9

Convention Sales and Services 13

Convention Room Nights Chart 15

Tradeshow Calendar Fiscal Year 2014 20

Leisure Marketing and Communications 21

Local Media and External Public Affairs 27

Membership 29

Operations 30

Finance 33

What so proudly we hailed at the twilights last gleaming? Whose broad stripes and bright stars through the

CO

Nt

eN

tS

x

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

1

xmessAge From the ChAirmAn

The Baltimore tourism industry leaves fiscal year 2013 in a better position

than envisioned a few years ago as turbulent economic times threatened the

very foundation of a growing industry. In spite of reservations, Baltimore has

continued to excel, and has emerged as a front-runner destination for meetings

and leisure visitors.

This past fiscal year has been one of continued rebound along an upward

trajectory of economic recovery. The Visit Baltimore team, who over the past

few years has spurned tradition, has once again posted record-setting room

night bookings. This year gives us even more to celebrate: hotel occupancy

and average daily rates continue to increase, and the number of visitors to

our historic, waterfront city continues to grow as we welcomed more than 23

million visitors to Baltimore last year. Expanded marketing and public relations

campaigns strategically position Baltimore in a positive light and contribute to

increased publicity by local, regional and national media.

The economic impact of our work continues to reverberate throughout

the city in the form of revenue generated. Visitor spending reached an all-time

high of more than $5 billion, and local tax revenue approached an astonishing

$267 million, including $32.5 million in occupancy taxes, up from $27 million the

previous year. The tourism industry supports 78,000 industry-related positions

in the Baltimore metropolitan area, approximately 7.1 percent of all jobs, with

an income of $2.3 billion. Government and business leaders recognize that

continued investment in the tourism industry is essential to the expansion of

Baltimore’s economic base, and the tourism industry has been identified by

Mayor Stephanie Rawlings-Blake as a target area for growth in her 10-year plan

to revitalize and grow Baltimore’s economy. The tourism industry has become

one of the cornerstones of the city’s future economic development plans.

As we reflect on what truly has been a great year for Baltimore, I am

excited to have been given the opportunity to serve as the new chair of the

Baltimore Convention & Tourism Board. I do not take this responsibility lightly,

and, as chairman, I am honored to work with such a distinguished group

of people from a cross-section of industries and community organizations.

The Board is committed to taking a good look at how we can continue to expand

the meetings and tourism industry and further increase its impact on the city.

Thank you to Mayor Rawlings-Blake, members of the Baltimore Convention

& Tourism Board, Tom Noonan, Peggy Daidakis, and the Visit Baltimore and

Baltimore Convention Center staffs. I am confident that Baltimore’s meetings and

tourism industry will continue to excel because of your innovation and hard work.

As fiscal year 2013 ends on a high note, the tourism industry in Baltimore is

poised to enter fiscal year 2014 with even more accomplishments on the horizon.

Industry-wide collaboration and support have illuminated this path and made

Baltimore an even more competitive destination. I am proud to serve at the helm

of this organization, and look forward to working collaboratively for continued

successes.

x perilous fight, O’er the ramparts we watched were so gallantly streaming? And the rocket ’s red glare,

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

2

xx

messAge From the President

In fiscal year 2013, Visit Baltimore saw continued growth in the convention

and leisure markets. The sales team booked 477,764 room nights in fiscal year

2013, the third-highest number of room nights booked in the organization’s

history. According to the TAP (Trends, Analysis and Projections) report, a national

industry standard, Baltimore’s pace percentage for room nights booked through

2020 and our conversion ratios are ahead of our competitive set. These numbers

prove that our industry is expanding and that Visit Baltimore is deft at identifying

and capitalizing on opportunities to reap the benefits of this economic rebound

and growth.

Fiscal year 2013 was a year of historic commemorations in Baltimore as

we saluted the Bicentennial of the War of 1812, paid tribute to Harriet Tubman

and the Underground Railroad, and remembered the 150th anniversary of

the Civil War. We continued to position the city as a top destination through

targeted marketing and public relations campaigns, and we reached another

public relations record – more than $29 million in advertising equivalency. We

increased the city’s visibility in outlying markets via advertisements in high-

profile publications, including “Baltimore from A-Z” in the New York Times

magazine, which showcased iconic attractions and events that make Baltimore

unique. We used the success of our Super Bowl champion Baltimore Ravens to

highlight the city in a “Super Team, Super City” advertisement that ran in USA

Today. We launched new events, such as Baltimore Hotel Week, to increase

the number of visitors, especially during off-peak periods. In conjunction with

the American Alliance of Museums, we promoted Baltimore Museum Week to

encourage visitors to take advantage of our expansive cultural offerings.

As we look forward to fiscal year 2014, we anticipate a banner year for

tourism. The Bicentennial of the War of 1812 will culminate in September 2014

with Star-Spangled Spectacular, the successor to last year’s immensely popular

Star-Spangled Sailabration. The Baltimore Museum of Art celebrates its 100th

anniversary and will debut remodeled galleries and reopen its grand Merrick

entrance. The Hippodrome will celebrate its 100th anniversary, and the

France Merrick Performing Arts Center heralds in 10 years. Baltimore will also

host a number of large-scale sporting events, including the inaugural LPGA

International Crown Tournament, the NCAA Men’s Lacrosse Finals and the

Army-Navy game. The Colonial Athletic Association will kick off its men’s

basketball championships, the first of a three-year commitment to Baltimore.

We are also upgrading tools to help our members and the sales community.

Baltimore InSite proves to be a powerful sales tool and will undergo even more

upgrades to enhance the user experience. We have adopted a new customer

relations management platform to help members reap the most of their benefits.

A redesigned website, including an updated logo and color palette, will debut

this fiscal year. These upgrades reflect our desire to provide all of our industry

partners with the resources necessary to continue contributing to the industry’s

economic success.

Over the next fiscal year, Visit Baltimore is poised to further grow our

success through internal and external collaboration. Thank you to our members,

hotel partners, our chairman Woody Collins, members of the Board, the

Baltimore Convention Center team and the Visit Baltimore staff for your role in

championing and supporting Baltimore’s tourism industry.

Mes

sage

fro

m th

e Pr

esid

ent

xperilous fight, O’er the ramparts we watched were so gallantly streaming? And the rocket ’s red glare,

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

3

the bombs bursting in air, Gave proof through the night that our flag was still there. Oh, say does that

BOARD CHAIRMAN

Woody CollinsExecutive Vice President, M&T BankPresident & COO, Mid-Atlantic Region of M&T Bank

Delegate Curt AndersonBaltimore City Delegate

Jim BrittonOwnerClass Act Catering

Edie BrownPresidentEdie Brown & Associates, Inc.

Councilman William H. Cole IVBaltimore City Council

Mary Ann CricchioOwnerDa Mimmo’s Italian Restaurant of Little Italy

Peggy Daidakis Executive DirectorBaltimore Convention Center

Azikiwe DeVeauxPresidentEvents4GoodPeople, LLC

Dennis DietzSenior Vice PresidentApartment Services

Edward DopkinVice President for FinanceThe Classic Catering People

Salvatore FerruloSenior Vice PresidentCenterplate

Vanessa FinneyExecutive Vice PresidentMid-Atlantic Nursery Trade Show, Inc.

Kirby FowlerPresidentDowntown Partnership of Baltimore

Michael FrenzExecutive DirectorMaryland Stadium Authority

Donald FryPresidentGreater Baltimore Committee

Bill GilmoreExecutive DirectorBaltimore Office of Promotions & The Arts

Spike GjerdeOwner/ChefWoodberry Kitchen

Shawn KingDirector of Design – OUR HouseUnder Armour

Dominick MurraySecretaryMaryland Department of Business & Economic Development

Tom NoonanPresident & CEOVisit Baltimore

Kaliope ParthemosDeputy Chief of Economic DevelopmentOffice of the Mayor

Carlos PlazasManager of Accounting & Financial AnalysisChase Brexton Health Services

Frank RemeschGeneral Manager Baltimore Arena

Marianne Rowan-BraunVice President & Director of the Campaign for Shock TraumaR. Adams Cowley Shock Trauma

Ed RudzinskiGeneral ManagerBaltimore Marriott Waterfront Hotel

Skipp Sanders, Ed.D.Executive DirectorReginald F. Lewis Museum of Maryland African American History & Culture

Steven SchindlerVice President & Chief Marketing OfficerThe National Aquarium

Gail Smith-HowardGeneral ManagerHyatt Regency Baltimore

Shelonda StokesPresidentGreibo Communications

Chuck G. Tildon IIIVice President of Marketing and CommunicationsUnited Way of Central Maryland

Mark WassermanSenior Vice President, External AffairsUniversity of Maryland Medical Systems

Linda WestgateGeneral ManagerHilton Baltimore

COuNsel

Steve BersWhiteford, Taylor & Preston

Elena DiPietroChief Solicitor, General CounselBaltimore City Law Department

Members as of June 30, 2013

Visit Baltimore would like to thank Ed Hale, outgoing Chair, for his leadership and support and recognize the following outgoing board members:

Kyle Kandel Senior Vice President, Centerplate

John Racanelli CEO National Aquarium

Robert Allen General Manager Renaissance Harborplace Hotel

BAltimore Convention And tourism BoArd oF direCtors

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

4

the bombs bursting in air, Gave proof through the night that our flag was still there. Oh, say does that

FACIlITIes COMMITTeeVanessa Finney, ChairPeggy DaidakisSalvatore FerruloMichael FrenzFrank RemeschMarianne Rowan-Braun

Staff Liaisons:Claire CopseyRon Melton

FINANCe COMMITTeeWoody Collins, ChairEdward Dopkin

Staff Liaisons:Claire CopseyRon Melton

leGIslATIVe AND GOVeRNMeNT AFFAIRs COMMITTeeDonald Fry, ChairDelegate Curt AndersonCouncilman William H. Cole IVMark Wasserman

Staff Liaisons:Peggy DaidakisTom NoonanKaryn Riley

MARKeTING AND COMMuNICATIONs COMMITTeeChuck G. Tildon III, ChairJim BrittonEdie BrownMary Ann CricchioAzikiwe DeVeauxBill GilmoreDominick MurrayKaliope ParthemosSkipp SandersSteven SchindlerShelonda Stokes

Staff Liaisons:Sam RogersSara WarfieldKaryn RileyStacey KnoppelJennifer Douglass

sAles COMMITTeeLinda Westgate, ChairCouncilman William H. Cole IVDennis DietzKirby FowlerDonald FrySpike Gjerde Shawn KingKaliope ParthemosEd RudzinskiGail Smith-Howard

Staff Liaisons:Amy CalvertStacey Knoppel

eXeCuTIVe COMMITTeeWoody Collins, ChairPeggy DaidakisVanessa FinneyDonald FryTom NoonanChuck G. Tildon, III

Staff Liaisons:Peggy DaidakisTom Noonan

CulTuRAl TOuRIsM ADVIsORY COMMITTee

Eileen AndrewsBaltimore Symphony Orchestra

Doreen BolgerBaltimore Museum of Art

Jeffrey BuchheitBaltimore National Heritage Area

Connie CaplanTime Group

Jeff T. DanielHippodrome Theatre

Phoebe Stein DavisMaryland Humanities Council

Jed DietzMaryland Film Festival

Roswell EncinaEnoch Pratt Free Library

Matt FryWalters Art Museum

Melissa Geppi-BowersoxGeppi’s Entertainment Museum

Michael GibbonsBabe Ruth Birthplace Museum

Bill GilmoreBaltimore Office of Promotion & The Arts

Heidi GladfelterGreater Baltimore History Alliance

James HarpThe Lyric Opera House

Nancy HindsMaryland Zoo in Baltimore

Rebecca HoffbergerAmerican Visionary Art Museum

Jeannie HoweGreater Baltimore Cultural Alliance

Burt KummerowMaryland Historical Society

Tina OrcuttFort McHenry National Monument and Historic Shrine

Bryn ParchmanPort Discovery Children’s Museum

Van R. ReinerMaryland Science Center

Stephen RichardCENTERSTAGE

Skipp Sanders, Ed.D.Reginald F. Lewis Museum of Maryland African American History & Culture

Steven SchindlerNational Aquarium

Committees oF the BoArd oF direCtors visit BAltimore AdvisorY Committees

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

5

star-spangled banner yet wave O’er the land of the free and the home of the brave?

CulTuRAl TOuRIsM ADVIsORY COMMITTee Continued

Richard SeldenPeabody Conservatory

Jonathan WalkerEveryman Theatre

Gregg WilhelmCity Lit Project

Courtney WilsonB&O Railroad Museum

Roland H. WoodwardBaltimore Museum of Industry

Helen YuenCreative Alliance

Staff Liaisons:Sam RogersSara Warfield

GROup TOuR ADVIsORY COMMITTee

Christine Bradley National Aquarium

Janet E. Campbell, CHSBest Western Hotel & Conference Center

Nora Campbell Ripley’s Believe It or Not!

Shauntee Daniels Baltimore National Heritage Area

Rich Gilbert Maryland State Office of Tourism Development

Lindsey Grocholski Holiday Inn Inner Harbor

Dana Kirn B&O Railroad Museum

Jamie Moore Hard Rock Café

Cori Ramos Reginald F. Lewis Museum of Maryland African American History & Culture

Chris Riehl Baltimore Rent-A-Tour

Mike Rosa Days Inn Inner Harbor

Irene Rosen Phillips Harborplace Restaurant

Karen Salamon Greenspring Tours

Beth Sanchez Spirit Cruises

Jane Scheffsky-Cassiere Maryland Zoo in Baltimore

Meghan Welsh Maryland Science Center

Staff Liaisons:Eric Masterton-MottAurelia Welsh

lGBT ADVIsORY COMMITTee

Keith BerghoffHotel Monaco

Ted BlankenshipMoveable Feast

Chuck BowersThe Hippo

Sabre ChaseGay Life & The Gay, Lesbian, Bisexual, and Transgender Community Center of Baltimore

Timoth CopneyMaryland Technology Development Corporation

Chris CropperMaryland Science Center

Jeremy DayRoyal Sonesta Harbor Court

Roger DimickThe Hippo

Bill GilmoreBaltimore Office of Promotion & The Arts

John HawleyHilton Baltimore

Rebecca HoffbergerAmerican Visionary Art Museum

Wayne HooperMt. Washington Conference Center

Fleesie Hubbard-CourseyFirefly Entertainment

Larry NotoNational Aquarium

Nick PrevasAmerican Visionary Art Museum

Jane Scheffsky-CassiereMaryland Zoo in Baltimore

Carlton SmithBlack Gay Pride Membership Advisory Committee

Matt Thorn Gay Life & The Gay, Lesbian, Bisexual, and Transgender Community Center of Baltimore

Andria WashingtonPort Discovery Children’s Museum

Barry WernerScarborough Fair Bed & Breakfast

Staff Liaisons:Moneé CottmanBill Gehrman WC HarveyDionne Joyner-Weems Eric Masterton-MottLaurie Nelson-ChoiceFrank Riggio-PrestonSam RogersBon Whiting

MeMBeRsHIp ADVIsORY COMMITTee

Susan Gordon Lebanese Taverna

Dwight KinesVeolia

Cynthia LaveryGEP Baltimore

Staff Liaisons:Bon WhitingRenee West

All committee members as of June 30, 2013

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

6

star-spangled banner yet wave O’er the land of the free and the home of the brave?

BALTIMORE CONVENTION & TOURISM BOARD OF DIRECTORS

PRESIDENT AND CEO

CONVENTION SERVICES

RESEARCH

CONVENTION SALES

ADMINISTRATION INFORMATION TECHNOLOGY

REGISTRATION

MEETING & EVENT PLANNING

FINANCE

HOUSING

VISITOR CENTER

TOURISM SALES & CTA TRAINING

PROGRAM

HOSPITALITY SERVICES

CALL CENTER

TRAVEL MEDIA PUBLIC

RELATIONS

CONVENTION SALES & SERVICES DIVISION

ExTERNAL PUBLIC AFFAIRS

OPERATIONS DIVISION

MARKETING DIVISION

BALTIMORE CONVENTION CENTER

COMMUNICATIONSWEB MARKETING & GRAPHIC DESIGN

ADVERTISING & PROMOTIONS

MEMBERSHIP

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

7

x

eXeCuTIVe sTAFF Tom NoonanPresident and CEO

Sam RogersExecutive Vice President and Chief Marketing Officer

Ron MeltonChief Operating Officer

Amy CalvertSenior Vice President of Convention Sales and Services

Sara Warfield Vice President of Communications

Bon Whiting Vice President of Membership and Development

Christie BuckleyExecutive Assistant to the President and CEO and to the Senior Vice President of Convention Sales and Services

CONVeNTION sAlesChad Chappell, CMPDirector of Sales

Kim Allison, CAE, CASEAssociate Director of Sales

Amra ElmoreRegional Director of Sales

Susanne Tunney Regional Director of Sales, Chicago/Midwest Regional Office

Laurie Nelson-Choice Director of Diversity and National Sales

Elizabeth Yienger Regional Director of Sales, North/East Regional Office

Eric Masterton-Mott Director of Group Tour Sales and Hospitality Services Training

Jason KoteffRegional Director of Sales

Sheila Provenzano Regional Sales Manager, Chicago/Midwest Regional Office

Jennifer Lutz Regional Sales Manager

d. Morales Express Meetings Sales Manager

Alexis Cummins Sales Manager

Pamela Pennington Administrative Assistant to Sales

Jessica Lehrer Administrative Assistant to Sales

Megan BosseAdministrative Assistant to Sales

CONVeNTION seRVICesAurelia Welsh Director of National Sales and Services

Lindsay Thomas Associate Director of Convention Services and Events

Olivia PuglisiSenior Convention Services Manager

Jeff Doggett Convention Services Manager

Holland Spilker Administrative Assistant to Convention Services

ADMINIsTRATION & HuMAN ResOuRCesKyla McConnellHuman Resources Manager

Jason GogginsFulfillment Specialist

Janice StewartOffice Manager

FINANCeCraig Vay Director of Finance

WC Harvey Staff Accountant

ReseARCH AND TeCHNOlOGYAndreas Weissenborn Information Technology Manager

Michael O’Connor Manager of Research and Data Analysis

Peter TranResearch and IT Coordinator

HOusING AND CAll CeNTeRTammy Davison Director of Housing and Call Center Operations

Charlyene Grimes, CMPManager of Housing and Hospitality Services

Alexis Perry Convention Staffing Manager

Ledora Cornish Call Center and Fulfillment Manager

4 Part-Time Call Center Information Specialists

MARKeTINGBrendan Janishefski Director of Web Marketing

Dionne Joyner-Weems Director of Advertising and Promotions

VacantDirector of Meetings and Conventions Marketing

Katie CrowePublications and Promotions Manager

Amy Quarles Graphics and Production Manager

Matt Colly Marketing Project Coordinator for Graphics and Web Design

Marsha Valentine Assistant to the Executive Vice President

visit BAltimore stAFF

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

8

x

COMMuNICATIONsKaryn Riley Director of External Public Affairs

Moneé Cottman Travel Media Manager

Leslie Cox Public Relations Coordinator

MeMBeRsHIpRenee West Manager of Membership Sales and Services

Tia Wilson Administrative Assistant to Membership

VIsITOR CeNTeRFrank Riggio-Preston Director of Visitor Center Operations

Jennifer Anderson Manager of Visitor Center Operations

Chuck Boyd Visitor Center Supervisor

Keith Shuey Visitor Center Supervisor

Peggy Powell Visitor Center Supervisor

3 Part-Time Sales and Information Specialists

visitor Center volunteers

20+ YeARs OF seRVICeBoyce FloraMiriam NathansonSamuel RuddieGideon StieffConnie TaylorSandra Thoman

10 TO 19 YeARs OF seRVICeAnita ClaytonSonny FreimanJerry KatzMel Valentine

5 TO 9 YeARs OF seRVICeLois BalserSydney BassCharles KachaloBonnie King-RoseStephen KnippEsther KrasevacIsabel LevinStanley Levin Lois MannesRae MargolisLeonard MonfredGilbert RuddieSharon RuddieRebecca Tucker

up TO 4 YeARs OF seRVICeHanna BakerJudith ClagueHoward CornblattHoward DavidovRafael FernandezGilda JohnsonAlan LeonhartCarol MondshourMary SturmPhillip SagalMartin TaudenfeldSusan Wetzel

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

9

environmentAl sCAnThe Research department occupies two major roles – oversight of internal data and the coordination

of external meetings, tourism information and reporting. The department ensures the integrity and

consistency of internal data by preparing and authenticating internal reports; managing and analyzing

data from outside sources; and initiating, managing and funding research projects.

u.s. TRAVel

n According to the U.S. Travel Association (USTA), travel generated more than $2 trillion in economic

impact in 2012, with $129 billion in tax receipts and 14.6 million jobs supported. Of this spending,

leisure travelers accounted for $600 billion in direct spend; business travelers another $260

billion; and the remainder coming from indirect and induced sources.

n Without the impact of the travel industry, USTA estimates that each U.S. household would need to

pay an additional $1,060 in taxes each year.

n A total of 2.06 billion person-trips were logged in 2012 by business and leisure travelers, with

1.6 billion of these for leisure purposes.

n International travelers spent in excess of $128 billion in 2012 while Americans only spent

$83.7 billion abroad, resulting in a roughly $45 billion travel trade surplus.

n In 2012, international travelers directly supported more than one million jobs and $28 billion in

wages nationwide.

n A recent study by the Convention Industry Council and PricewaterhouseCoopers estimates

that in 2009 the meetings industry contributed $271 billion in total labor income, and generated

$25.6 billion in federal, state and local tax revenues.

n Of the $263 billion spent on meetings activity in 2009, roughly 43 percent ($113 billion) was spent

directly on travel and tourism commodities like lodging, food service and transportation.

Source: USTA and Convention Industry Council

BAlTIMORe TRAVel

n According to the latest research conducted by Longwoods International, Baltimore welcomed

23.3 million domestic visitors in 2012, an increase of 1 million travelers from the previous year.

Of those visitors, 14 percent of the trips were for business, 41 percent were for leisure, 41 percent

were for visits to family and friends, and 4 percent were combined business and leisure. Of these

trips, 42 percent were overnight stays and 58 percent were day-trips.

Visit Baltimore hosted clients for a number of signature events in fiscal year 2013 including the

Grand Prix of Baltimore and 138th running of the Preakness Stakes. The Sales and Services

departments also participated in 28 convention and group-related tradeshows and conducted

sales missions with hotel partners to key markets.

Client events and Tradeshowsx

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

10

n Longwoods reported the number of overnight trips for leisure or visits to family and friends (VFR)

at more than 7.8 million.

n Total business travel amounted to 3.2 million travelers, while total leisure travel jumped to 9.6

million visits from 2011’s figure of 8.7 million. Trips that combined business and leisure remained

stable at 800,000 visits.

n In total, leisure trips and other discretionary travel accounted for 19.3 million visits to Baltimore

in 2012.

n During the same time period, spending rose 6.5 percent to $5.06 billion. Leisure visitors

accounted for 71.8 percent of spending, and overnight visits accounted for 74.9 percent.

n An estimated 8.3 percent of visitor spending in Baltimore was generated by international visitors,

up significantly from 5.4 percent last year.

Sources: Longwoods International, Tourism Economics

HOTel peRFORMANCe

n As of December 2012, nationwide hotel occupancy has risen to 61.4 percent, up 2.5 percent from

the same time last year. Average daily rate has also risen to $106.10, or an increase of 4.2 percent.

n The Baltimore metropolitan area finished 2012 down fractionally over 2011 with a 64.4 percent

occupancy rate, but with stronger average daily rate at $108.02.

n Baltimore city saw an increase in both occupancy and rate, with figures of 62.6 percent and

$141.82, respectively. RevPar, a measure of hotel room revenue, was up 3 percent in the

city over 2011.

n Smith Travel Research reported no change in total available rooms in Baltimore City through the

end of 2012. Their census of city hotel properties produced an aggregate 9,742 rooms available

for guests at the end of the year, unchanged from December 2011.

Source: Smith Travel Research

MeeTING plANNeRs suRVeY

According to a biennial Watkins survey of meeting planners, Baltimore received average to high

ratings in the evaluation and selection factors for meetings.

n Meeting planners ranked Baltimore high in four out of eight criteria in 2012 (see rankings in blue

in chart to the right). Additionally, perception of the city’s accessibility has grown since the 2010

survey.

MeeTING plANNeRs suRVeY

BALTIMORE

Has hotels that are well-suited for my largest meetings

Is easy to get to

Is a great all around convention city

Has superior convention center services

Is safe and secure

Has superior convention center facilities

Has easy accessibility within the city

Has a superior CVB/DMO

TOP QUARTILE

AVERAGE

BOTTOM QUARTILE

Source: Watkins Research

2012

Ove

rall

2010

Ove

rall

2012

Bal

t Clie

nt20

10 B

alt C

lient

7.03 7.37 7.72 8.14

7.46 7.66 8.11 8.21

7.00 7.01 7.71 7.36

6.02 6.40 7.29 7.60

5.98 6.16 6.35 6.27

6.24 6.59 6.88 7.31

7.51 7.42 7.82 8.21

6.91 7.07 8.21 7.46

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

11

n Baltimore’s clients, who are most familiar with the city, showed improving perceptions of the city’s

location, convention center services/facilities, Visit Baltimore and the overall convention package.

n Overall, Baltimore ranked 16th as a “great all-around convention city,” two ranks higher than in

2010. This places Baltimore ahead of Indianapolis, Las Vegas, Atlanta and Charlotte, but ranks us

below Philadelphia, Washington, D.C., Montreal and Boston.

n Baltimore is ranked eighth in “ease of accessibility” beating out Boston, Montreal and Salt Lake

City, moving up from the ninth spot in 2010.

n The perception of safety remains an issue.

n Baltimore scored in the middle of the pack for “superior convention center facilities,” but saw its

overall score decline from the 2010 survey results in this category.

leIsuRe TRAVel suRVeY

Visitor Profiles

According to the latest research from Longwoods International, more than 9.7 million people were

overnight visitors to Baltimore in 2012, 81 percent primarily for leisure or VFR, 15 percent for business,

and the remainder choosing to combine business and leisure. Another 13.6 million people took a

day-trip to Baltimore from more than 50 miles away. Of those, 84 percent were for leisure, 13 percent

for business and 3 percent a combination of the two.

On the following page are the profiles of leisure visitors provided by Longwoods International for 2012.

The Colonial Athletic Association selected Baltimore for the CAA Men’s Basketball

Championship for 2014 – 2016. This will be a big basketball event for Baltimore and is a great

example of how partnership between Visit Baltimore, Baltimore City, the Baltimore Arena and

the state of Maryland can generate economic impact for the city and the state.

Colonial Athletic Association Books Baltimorex

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

12

Source: Longwoods International as of 2011

VIsITOR pROFIles

TOTAL

ADuLTS & CHILDREN Children Adults

TRIP PuRPOSE VFR Leisure Business Business & Leisure

TOTAL

ADuLTS & CHILDREN Children Adults

TRIP PuRPOSE VFR Leisure Business Business & Leisure

SEASON OF TRIPS January - March April - June July - September October - December

AVERAGE AGE 18-24 25-44 45-64 65+

GENDER

HOuSEHOLD INCOME under $30k $30k - $49.9k $50k - $74.9k $75k - $99.9k $100k+

EDuCATION College/Post-Grad Some College

CHILDREN IN HOuSEHOLD

EMPLOYMENT Full time Part time Retired/Not working

TRAVEL PARTY SIzE

TRANSPORTATION Personal Auto Air Travel Rental car

LENGTH OF STAY Only 1 Night Avg. Nights

LODGING Hotel/Motel Friends/Relatives Boat/Cruise

STATE ORIGIN OF TRIPS Maryland Pennsylvania Virginia New Jersey Delaware New York Washington Massachusetts North Carolina Florida Ohio Texas California

ACTIVITIES Shopping Museum Fine Dining Landmark/Historic Beach/Waterfront Nightlife

24% 26% 25% 25%

14% 43% 34% 9%

53% FEMALE

22% 21% 16% 16% 25%

51% 25%

53% NONE uNDER 18

47% 13% 39%

3.1 PERSONS

N/A N/A N/A

N/A N/A

N/A N/A N/A

36% 21% 12% 4% 4% 5% 3% 3% 3%

34% 20% 16% 14% 10% 9%

24% 27% 23% 23%

15% 48% 28% 9%

55% FEMALE

22% 22% 21% 12% 22%

53% 28%

49% NONE uNDER 18

49% 12% 40%

2.8 PERSONS

65% 23% 19%

20% 3.1

54% 34% 2%

17% 16% 9% 5% 3% 9% 2% 4% 6% 3% 3% 4%

45% 28% 20% 18% 16% 15%

DAY VISITORS DAY VISITORS %

DAY LEISURE DAY LEISURE

13,600,000 58%

3,200,000 23% 10,400,000 77%

3,744,000 36% 4,992,000 48% 1,352,000 13% 312,000 3%

OVERNIGHTS OVERNIGHTS %

OVERNIGHT LEISURE OVERNIGHT LEISURE

9,700,000 42%

2,000,000 21% 7,700,000 79%

3,773,000 49% 2,464,000 32% 1,555,000 15% 308,000 4%

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

13

Convention sAles And serviCes The Convention Sales and Services departments generate economic impact through the attraction of

convention and meetings business, which grows occupancy revenues for Baltimore City and the state.

The sales team works in partnership with the Baltimore Convention Center (BCC), Baltimore-area hotels

and members to drive meetings business from a variety of targeted and diverse market segments. The

Convention Services team assists meeting professionals with a range of logistical and promotional

support to increase customer satisfaction and the overall visitor experience, as well as to generate

attendance to ensure that customers return with future meetings or individual travel.

FisCAl YeAr 2013 ACComPlishments

CONVeNTION sAles

n Confirmed 35 citywide conventions producing 264,560 room nights.

n Confirmed 60 BCC-related bookings producing 305,283 room nights.

n Confirmed 477,764 room nights for future years representing an economic impact of $270,028,988.

n Drove short-term meetings business by booking 228,050 room nights for 2013 – 2015:

y Confirmed in-house meetings business:

• 2013 – 234 producing 70,035 room nights



y Confirmed citywide conventions:




n Confirmed 24 citywide conventions for 2016 and beyond, producing 196,972 room nights.

n Confirmed 14 citywide conventions for November – March over need period time frames, producing

76,693 room nights.

n Hosted two Customer Advisory Board meetings.

n Hosted key niche industry events: Healthcare Convention & Exhibition Marketing Summit, National

Coalition of Black Meeting Planners Board Meeting and the EXPO NEXT Marketing Summit.* Source: IHS Global Insights

MAjOR CONVeNTION GROups THAT MeT IN BAlTIMORe IN FIsCAl YeAR 2013

ORGANIzATION

Cygnus Media (Firehouse Expo)

uSA Track & Field

Otakorp, Inc.

Commerce Corporation Spring Buying Show

New Hope Natural Media (Natural Products Expo)

Anita Borg Institute for Women & Technology

Hanley Wood

Net Impact

Out & Equal Workplace Advocates

AT Expositions (American Towman)

Mid-Atlantic Nursery Trade Show, Inc.

united States and Canadian Academy of Pathology

American Physical Society

East Coast Volleyball, Inc.

Society of American Gastrointestinal Endoscopic Surgeons

SPIE Defense and Security Symposium

American Alliance of Museums

Associated Professional Sleep Societies

DATE

Jul '12

Jul '12

Jul '12

Sept '12

Sept '12

Oct '12

Oct '12

Oct '12

Oct '12

Nov '12

Jan '13

Mar '13

Mar '13

Mar '13

Apr '13

Apr '13

May '13

June '13

ATTENDANCE

14,000

8,000

27,000

2,000

21,658

1,700

5,642

4,500

3,000

10,000

11,000

3,500

6,500

2,400

2,500

5,000

6,000

5,500

ROOM NIGHTS

8,817

6,300

5,740

3,675

11,664

5,505

5,661

4,000

6,472

3,345

6,175

7,632

10,868

3,741

6,775

8,774

13,635

9,808

ECONOMIC IMPACT*

$10,125,608

$4,348,897

$10,634,730

$1,138,968

$11,159,649

$1,649,457

$5,258,013

$2,242,571

$2,687,061

$5,417,427

$5,218,824

$3,826,072

$5,709,667

$1,365,870

$2,244,183

$4,031,574

$5,890,809

$4,932,332

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

14

n Conducted regional sales missions in key feeder markets (mid-Atlantic, Midwest and Northeast

markets) to generate new citywide business opportunities.

n Participated in 28 convention and group travel-related industry tradeshows.

n Conducted three sales missions that resulted in nine new citywide bookings and 64,465 definite room

nights, representing an economic impact of $30,741,002.

n Conducted more than 154 client site inspections.

n Conducted 1,764 sales appointments and presentations.

n Attended the annual meetings of 25 top citywide prospects.

CONVeNTION seRVICes

n Successfully coordinated the American Alliance of Museums Annual Meeting and MuseumExpo in

conjunction with local host committee members and the museum community.

n Provided convention services support to 18 citywide conventions.

n Offered an enhanced citywide Welcome Program that included:

y Additional airport signage

y Vertical welcome signs in front of the Baltimore Convention Center

y Destination-wide themed programs and events

n Provided convention service support for 103 non-citywide meetings.

n Conducted 21 marketing meetings with convention customers to help build attendance and to

enhance the convention experience.

n Conducted 11 promotional trips to customers’ conventions to bolster future meeting attendance during

the Baltimore rotation in 2013.

n Launched new pre-convention meetings and convention citywide turnover meetings with stakeholders

to improve communication as well as the convention experience.

n Hosted annual general contractor/decorator partner meeting in conjunction with the Baltimore

Convention Center to exchange ideas, drive new opportunities and build relationships.

TOuR AND TRAVel AND ReuNION sAles

n Directly associated more than 3,000 group tour hotel room nights to the new Motorcoach

Parking Facility.

xThe American Alliance of Museums brought 5,000 museum professionals to Baltimore in

May. Visit Baltimore partnered with the cultural community to offer Baltimore Museum Week,

in conjunction with AAM’s Annual Meeting and MuseumExpo, which featured discounted

admission offers and special programming.

American Alliance of Museums

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

15

100,000

200,000

300,000

400,000

500,000

600,000

20132008 2009 2010 2011 2012

n Total Room Nights n Convention Center Room Nights n Total Citywide Room Nights

305,

283

341,

887

340,

020

387,

091

385,

391

322,

854

477,

764

475,

554

457,

051

495,

896

522,

541

451,

608

264,

560

293,

025

301,

074

353,

763

299,

351

216,

774

CONVeNTION ROOM NIGHTs

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

16

TOuR AND TRAVel AND ReuNION sAles Continued

n Increased tour and travel, wedding, and reunion room night production by 21 percent year-over-year.

n Attended and exhibited at nine group tour tradeshows, and conducted more than 200 sales

appointments to sell Baltimore as a destination to domestic and international tour operators as well as

the inbound FIT market.

n Participated in the state’s “Maryland on the Road” program with tour operators in Michigan.

n Worked with Capital Region USA (CRUSA) and local tourism partners to host 23 international FIT

salespeople for five destination education tours that highlighted new attractions, new hotel properties

and new dining establishments.

MARKeTING AND COMMuNICATIONs suppORT

n Continued promoting the “Two Feet” campaign featuring exciting creative and an innovative media

plan targeting meeting professionals; program included magazine insert, ad spread, single page ad,

and a host of collateral and attendance-building materials. Publications included:

y Association Now (ASAE)

y Convene (PCMA)

y Forum (Association Forum of Chicagoland)

y Meetings and Conventions

y Successful Meetings

y Meetings Focus East

y Smart Meetings

y USAE News

y Meeting Mentor

y Insurance & Financial Meetings Management

y Pharmaceutical Executive

y GaMPI

y IMEX Dailies

y Medical Meetings

y Black Meetings and Tourism

n Enhanced digital campaign program with Cvent, StarCite, Meetings Mentor, Google PPC and other

new lead generation efforts.

n Published the 2013 Meeting and Event Planning Guide and direct-mailed it to 2,000 customers.

n Mailed “Baltimore From A to Z” New York Times advertorial to key customers.

n Continued to update the Meeting Planner section of the website.

n Designed and created new Baltimore welcome pole banners.

n Developed 15 microsites and eight electronic invitations to support Convention Sales and Services.

n Implemented a new design and outline for the sales bid book, including new customized sections

including Multicultural, Education, Aerospace and Defense, Sports, Financial Services/Insurance, and

Health Care/Bioscience.

n Increased Convention Service’s offerings by creating custom pole banners, floor/sidewalk graphics,

welcome banners and spray-chalk stencils for conventions such as the Firehouse Expo and Otakon.

n Continued advertising Baltimore’s group tour offerings, as well as the new Motorcoach Parking Facility

in group tour publications, including Group Travel Leader, ABA and Group Tour Magazine, in addition

to the creation of motorcoach parking collateral and signage.

n Conducted media relations outreach in support of annual Firehouse Expo and the Paint the Town Red

promotion, generating coverage of the convention on all four Baltimore television stations.

n Worked with staff of IAEE Expo! Expo! to promote the show’s meeting in Baltimore in December 2015.

n Provided marketing and planning support for the American Alliance of Museums including cooperative

advertising within Baltimore Sun’s special editorial supplement; participation in American Alliance

of Museums marketing and public relations committee to plan for Baltimore Museum Week and

Public Relations surrounding the May convention including creation of microsite www.baltimore.org/

museumweek; outreach to membership regarding Museum Week offers; and oversight of Baltimore

Sun special editorial supplement.

n Organized and hosted press conference to announce the Colonial Athletic Association’s Men’s

Basketball Championship coming to Baltimore for 2014–2016, securing more than 60 media

placements including all four Baltimore TV stations, and a mix of online, print and radio segments.

n Arranged for Visit Baltimore President and CEO Tom Noonan to participate in video interviews during

IAEE in Orlando with Meetings Focus.

n Promoted Baltimore’s group tour offerings and new Motorcoach Parking Facility to trade publications

resulting in editorial coverage in Courier, Destinations, Group Tour Magazine, Leisure Group Tour

Magazine and Rejuvenate.

n Provided ideas and content for Association Forum monthly CEOnly newsletter.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

17

KeY GROups BOOKeD IN FIsCAl YeAR 2013 Peak Room Number Total Rooms Event Start Date Economic Impact

Mid-Atlantic Nursery Trade Show, Inc. 1,758 5,182 1/5/2014 $2,980,383

Colonial Athletic Association (Men’s Basketball Championship) 1,500 6,000 3/7/2014 $5,604,527

Islamic Circle of North America 1,500 2,950 5/24/2014 $2,101,356

Cygnus Business Media (Firehouse Expo) 2,250 8,817 7/14/2014 $11,381,675

Mid-Atlantic Nursery Trade Show, Inc. 1,758 5,182 1/4/2015 $3,420,633


Islamic Circle of North America 1,500 2,950 5/23/2015 $2,144,670


Society of Hispanic Professional Engineers 1,450 5,145 11/11/2015 $1,937,091

AT Expositions (American Towman) 1,400 3,845 11/18/2015 $2,618,620

PenWell Corporation (EMS Today) 1,325 4,269 2/23/2016 $1,828,333



AT Expositions (American Towman) 1,400 3,845 11/16/2016 $2,658,700

National Association of Independent Schools 1,400 4,550 2/27/2017 $1,726,507

Cygnus Business Media 2,250 8,817 7/10/2017 $11,821,898

National Pest Management Association 1,350 5,840 10/24/2017 $1,421,108

American Association of Colleges for Teacher Education 1,500 5,285 2/27/2018 $2,398,416

American Institute of Steel Construction 1,500 4,666 4/11/2018 $1,609,677

Associated Professional Sleep Societies 2,100 9,766 6/3/2018 $4,774,891

Al-Anon Family Groups, Inc. 2,500 12,250 7/15/2018 $2,563,156

Knights of Columbus 1,200 5,630 8/7/2018 $1,021,299

American Association for Laboratory Animal Science 2,200 10,675 10/29/2018 $3,871,253

National Baptist Convention USA, Inc. 2,500 12,499 6/17/2019 $6,200,025

African Methodist Episcopal Church 1,600 11,700 6/26/2019 $4,934,358

American Society for Healthcare Management 1,900 6,708 10/13/2019 $2,417,791

National Association of School Psychologists 1,615 6,080 2/17/2020 $4,985,485

SPIE Defense and Security Symposium 2,283 9,048 4/19/2020 $4,587,897


National Fire Protection Association 1,800 8,750 6/7/2021 $4,066,950


American Academy of Family Physicians 4,000 18,371 10/11/2022 $7,646,313

American Society of Agronomy 1,550 6,270 11/12/2022 $2,838,575

Source for Economic Impact: DMAI Event Impact Calculator

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

18

MARKeTING AND COMMuNICATINs suppORT Continued

n Communicated with convention trade media regarding customer events, sales incentive programs,

renovations, new products and services, strategic industry partnerships, and culinary offerings,

securing more than $146,000 in earned media in publications such as, but not limited to, Associations

Now, Meetings Focus, Mid-Atlantic Events, Prevue, Smart Meetings, Successful Meetings and USAE.

n Provided media relations support and guidance to convention groups throughout the year.

FisCAl YeAr 2014 ACtion PlAn

CONVeNTION sAles

n Drive strategic sales platform of top account management to grow production of citywide and

in-house meetings business from key feeder markets and vertical industries, including health and

medical, science, technology and engineering, higher education, multicultural, and sports sectors.

n Leverage findings of Minding Your Business customer engagement project to improve sales and

services experience, increase overall customer satisfaction and generate new business opportunities.

n Implement customer service enhancements through the creation of community-wide service

commitments.

n Provide customers and stakeholders with an enhanced convention safety and emergency

management communications plan.

n Leverage strategic partnerships with ASAE, Association Forum of Chicagoland, PCMA, Conference

Direct, and Collinson Media and Events to drive new meetings business to Baltimore.

n Leverage meetings industry by utilizing the Baltimore InSite tool to create top-of-mind awareness of

Baltimore as a meetings destination.

n Launch new three-city partnership with Anaheim and San Antonio to leverage greater brand equity

in the meetings industry and to drive market share.

n Attend and host key tradeshows and direct sales initiatives to grow awareness of our destination and

generate new business opportunities.

n Continue to promote “Meet Local” program to the Baltimore business community.

n Create digital/e-marketing platform to support direct sales initiatives and drive short-term meetings

business.

CONVeNTION seRVICes

n Promote awareness of dedicated meeting and convention marketing staff and services to current

and potential customers and stakeholders.

n Secure APEX Green certification of the city, Visit Baltimore and the Baltimore Convention Center.

n Promote and enhance the welcome program assets such as the “Show Your Badge” program with

Visit Baltimore’s members to enhance the convention attendee experience.

n Host a “meet and greet” reception in partnership with the hospitality community for key citywide

site inspections and citywide conventions to promote Baltimore’s collaboration and commitment to

customer satisfaction.

n Host quarterly tourism update meetings along with the Membership department to bring awareness

of upcoming conventions to our members.

TOuR AND TRAVel AND ReuNION sAles

n Market Star-Spangled Spectacular event to tour operators as the nation’s most significant historical

group tour destination event of 2014.

n Work with the Marketing and Communications departments to host Baltimore’s first Family Reunion

Expo in September 2013.

n Host a “Baltimore on the Road” sales mission with local attraction, hotel and restaurant member

attendance to target U.S. markets.

n Continue to work with tour operators, hotels, attractions and front-line safety and enforcement

agencies to market the Motorcoach Parking Facility.

n Continue to educate Visit Baltimore members on group-friendly strategies to ensure return on

investment from the group tour and reunion markets.

n Attend tour and travel conventions and marketplaces to ensure the continuing education of

Baltimore’s renaissance and emergence as a group-friendly destination.

n Continue to work with Captial Region USA (CRUSA) to market Baltimore as an international

destination for the inbound FIT market.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

19

MARKeTING AND COMMuNICATIONs suppORT

n Continue to underscore Baltimore’s value proposition as a destination that is easy to get to and easy

to get around, with a first-class package for citywide conventions and in-house meetings.

n Launch Baltimore InSite.

y Develop microsite to introduce the product and promote the new app.

y Create an InSite instructional video for use on the microsite, tradeshow booth and other applications.

y Create “3-D” (lenticular) direct mail program.

y Create print ad to appear in conjunction with the annual ASAE convention in August in Atlanta.

y Create digital ad and utilize geo-fencing strategy at tradeshows, beginning with ASAE.

y Provide the Sales department with graphic assets for booth or other applications (giveaways).

y Invite trade media to Visit Baltimore booth for in-person demo.

y Continue outreach to promote new app with convention trade media.

n Maintain trade communications.

y Introduce new BCC-focused ads, InSite ads, other vertical sector ads and possible Customer

Service ad into print rotation, using the “Two Feet” format.

y Explore options for additional digital communications through industry partners’ channels.

y Maintain digital advertising program and expand to include re-targeting program.

y Publish 2014 Meeting and Event Planning Guide, including downloadable version for the website,

and mail to key customer list.

n Continue convention trade and group tour outreach, including press releases, pitches, desk-side

meetings and press tours.

n Create additional sales materials for the Sales department, as requested.

y Update sales collateral.

y Create sales promotion and support materials.

y Build awareness of Baltimore as a premier destination for key industry sectors and diversity

conventions and meetings.

n Maintain advertising schedule targeting health care and biosciences and finance and insurance;

explore additional print and digital resources to target additional sectors and diversity meetings.

y Support messaging through updates of the Bid Book.

y Highlight vertical sectors in new website.

y Explore direct mail or targeted digital advertising to reach meeting professionals within targeted

sectors.

n Continue to enhance and deliver the Convention Services platform.

y Upgrade microsites to incorporate more messaging targeting each group.

y Provide increased promotion of “Show Your Badge” program and other Convention Services’ initiatives.

y Update attendance-building tools.

n Create new experiential tourism products to provide new sales and services messaging by enhancing

Baltimore’s offerings to meetings, conventions and group tour planning professionals and attendees.

y Complete first round of staging and scripting new experiential products and begin second round.

y Introduce to incoming conventions through marketing meetings, web presence, print and digital

advertising, and collateral materials in spring 2014.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

20

TRADesHOw CAleNDAR FIsCAl YeAR 2014

Dates Location/Venue

CESSE Annual Meeting July 16-18,2013 Providence, RI

Meeting Professionals International (MPI)—World Education Congress (WEC) July 20-23, 2013 Las Vegas, NV

ASAE & Center Annual Meeting and Expo August 3-6, 2013 Atlanta, GA

SISO Executive Conference August 6-8, 2013 Washington, DC

Experient E4 Conference August 11-14, 2013 Phoenix, Az

Connect Marketplace/Connect Sports August 22-24, 2013 Milwaukee, WI

Student Youth Travel (SYTA) Annual Conference August 23-27, 2013 Los Angeles, CA

IMEX America October 15-17, 2013 Las Vegas, NV

Rejuvenate Marketplace October 28-30, 2013 Daytona Beach, FL

TEAMS 2013 Conference and Expo November 4-7, 2013 Salt Lake City, uT

ASAE Executive Leadership Conference November 16-21, 2013 Baltimore, MD

National Coalition of Black Meeting Planners December 4-8, 2013 Philadelphia, PA

IAEE Expo! Expo! Annual Meeting December 10-12, 2013 Houston, TX

Association Forum of Chicagoland “Holiday Showcase” December 17, 2013 Chicago, IL

PCMA Annual Meeting January 12-15, 2014 Boston, MA

American Bus Association (ABA) January 17-21, 2014 Nashville, TN

RCMA Annual Conference February 4-7, 2014 Sacramento, CA

National Tour Association February 16-20, 2014 Los Angeles, CA

DMAI Destination Showcase March 14, 2014 Washington, DC

Travel Industry Association (TIA) Pow Wow April 5-9, 2014 Chicago, IL

Society of Government Meeting Professionals (SGMP) May 6-8, 2014 Portland, OR

ASAE & The Center SPRINGTIME Expo May 16, 2014 Washington, DC

AIBTM June 10-12, 2014 Orlando, FL

Collaborate Marketplace June 12-14, 2014 Portland, OR

HCEA Annual Meeting June 21-24, 2014 Cleveland, OH

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

21

leisure mArketing And CommuniCAtionsThe Marketing and Communications departments plan and manage all advertising, promotions,

public relations and collateral efforts aimed at best positioning Baltimore as a travel destination. Key

audiences include overnight and day-trip visitors, as well as group tours and family reunions. The

Communications team focuses on domestic and international travel media, regional and national

media outlets, local media, and the travel trade.


MARKeTING

n Implemented the War of 1812 Bicentennial marketing and communications plan for Baltimore in the

wake of the successful Star-Spangled Sailabration.

y Developed radio, print and digital media plans to continue 1812 retail promotion through the

summer and into the fall of 2012 by focusing on new tour products (Star-Spangled Baltimore Pass,

National Anthem Tour by Land and Sea, and new walking tours of Fell’s Point).

y Radio spots ran in Philadelphia and Washington, D.C., markets.

y Print ad appeared in newspapers in Philadelphia, Washington, D.C., and central Pennsylvania, as

well as AAA World.

y Digital campaign ran in a number of channels including AdFusion (advertorial); Kontera

(contextual); electronic newsletters such Sherman’s Travel, Away.com and TravelZoo; Ado Tube

(streaming video); and Millennial Media (mobile).

y Launched 1812-related packages and landing page with aRes Travel.

y Promoted the War of 1812 Bicentennial products at Artscape and the Baltimore Book Festival.

y Continued to update StarSpangledBaltimore.com.

n Expanded the historical and heritage campaign to include the three historic commemorations

occurring in Baltimore in 2013: the War of 1812 Bicentennial, the tribute to Harriet Tubman and the

Underground Railroad, and the 150th anniversary of the Civil War. Campaign included:

y Print advertising in Better Homes and Gardens, Ladies Home Journal, Family Circle, More, Country

Living, Woman’s Day, Good Housekeeping, Oprah, Southern Living, AAA World, American History,

Preservation, Southwest Spirit, Air Tran’s Go, and Amtrak’s Arrive.

y Promoted the Star-Spangled Baltimore Pass, the Legends & Legacies Heritage Pass and the Civil

War 150 Explorer Pass with 15-second spots on MPT.

y Utilized digital display advertising, online advertorials and PPC to promote the commemorations,

including AdFusion (advertorial), Vibrant contextual network, mobile networks, Facebook,

RocketFuel, Orbitz/away.com and TravelZoo.

y Developed a new brochure to highlight the commemorations and the Star-Spangled Banner

Pass, the Legends & Legacies Heritage Pass and the Civil War 150 Explorer Pass; distributed the

brochure through inquiry fulfillment, the Baltimore Visitor Center, the state’s Welcome Centers

and via brochure distribution services in Maryland and southeastern Pennsylvania.

y Created a web portal that linked to microsites for each of the commemorations.

n Created a four-page advertorial in the New York Times “T” Magazine, Baltimore A to Z, which

colorfully highlighted the “classic gems and quirky delights” and subsequently turned the

advertorial into a comprehensive microsite. It was repurposed for other markets, including direct

mail to meeting professionals.

n Worked in conjunction with the cultural community to support the American Association of African

American Museums Convention in August 2012 and the American Alliance of Museums Annual

Meeting and MuseumExpo in May 2013; promoted Baltimore Museum Week as part of the initiative.

n Promoted the Legends & Legacies Heritage Pass through a variety of media channels, including the

special inauguration issue of the Washington Post Magazine; extended the pass program into the

group tour market and supported with trade advertising and collateral.

n Executed inaugural Baltimore Hotel Week, which included print (with media partner, the Baltimore

Sun), digital display advertising, PPC and public relations support. Smith Travel Research showed

significant increases in occupancy rates over key weekends of the promotion, February 8-18, 2013.

n Developed and implemented sponsorship program with LGBT film festivals, with the theme, All-

Access Baltimore; campaign included movie trailer, print and digital advertising, and collateral

materials – all highlighting a sweepstakes.

n Implemented cooperative partnerships with the Baltimore-Washington International Thurgood

Marshall Airport, the Maryland Office of Tourism Development and CRUSA to promote direct

international service to BWI.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

22

n Promoted major annual events, such as the African American Festival, Artscape, Grand Prix

of Baltimore, Baltimore Book Festival, holiday activities, the Martin Luther King Jr. Parade,

Black History Month, and Winter and Summer Restaurant Weeks in concert with the Downtown

Partnership of Baltimore.

n Launched LGBT wedding microsite immediately after passage of the state marriage referendum;

coordinated outreach with the Communications and Sales departments.

n Ran Super City Super Team advertisement in USA Today to celebrate the Raven’s Super Bowl

victory.

n Advertised Baltimore in the group tour market, and developed direct mail program to announce the

new Motorcoach Parking Facility.

n Began research and development of an experiential tourism program to launch in fiscal year 2014.

n Produced the monthly Buzz e-newsletter and disseminated it to more than 130,000 opt-in

subscribers, along with solo subject-specific editions during the year.

n Printed two editions of the Official Guide, Harbor Pass collateral, and collaborated with Gay Life on

the 2013 LGBT Visitors Guide.

COMMuNICATIONs

n Generated $29.9 million in free, positive editorial coverage of Baltimore based on advertising

equivalency rates.

n Increased value of editorial coverage by 6.7 percent, and people reached with destination Baltimore

stories by 135 percent over fiscal year 2012.

n Secured positive destination-focused national broadcast media coverage for Baltimore on:

y NBC’s “Today Show” – 23 minutes of total coverage for San Francisco vs. Baltimore Super Bowl

destination coverage

y “CBS Sunday Morning” – Ouija Board exhibit at Baltimore Museum of Industry

y “CBS This Morning” - San Francisco vs. Baltimore Super Bowl destination coverage with Mo Rocca

y “Jeopardy”

y Travel Channel (Mysteries at the Museum)

y Martha Stewart Living radio

y Nationally syndicated television series “Awesome Adventures” – more than 220 airings

y Nationally syndicated television series “Teen Kids News” – more than 500 airings

MARKeTING MeTRICs

BALTIMORE.ORG FY 2012 FY 2013

unique users 1,659,544 1,716,266

Page Views 6,557,643 6,944,030

BALTIMORERESTAURANTWEEK.COM

unique users 235,166 235,789

user Visits 393,725 415,907

Page Views 2,237,174 2,264,029

SOCIAL MEDIA CHANNELS

Twitter Followers 20,258 25,674

Facebook Likes 30,416 45,211

Foursquare Followers 4,772 16,607

Youtube Views 305,035 370,934

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

23

n

y

•

n Working in partnership with CRUSA, secured international broadcast coverage for Baltimore’s

Civil War and War of 1812 commemorations on the Travel Channel Asia, Travel Channel UK, Travel

Channel Europe, Travel Channel New Zealand and Travel Channel Germany.

n Worked with the U.S. Department of Commerce to expand international media relations efforts

through partnerships leading to coverage in North Korea, Croatia and Turkey.

n In partnership with CRUSA and the Maryland Office of Tourism, hosted two international press tours

and numerous individual journalist visits throughout the year.

n Continued to promote Baltimore’s three historic commemorations through targeted media relations

outreach including a satellite media tour, dedicated press release and travel writer FAM tour

focused on the city and state’s ties to Harriet Tubman and the Underground Railroad in partnership

with the state of Maryland.

n Developed new culinary-themed e-newsletter to continue to raise awareness of Baltimore’s culinary

offerings. Also secured national coverage of Baltimore’s culinary scene on the Food Network

(“Food Feuds”), BBC America’s Chef Race, Travel Channel (“Bacon Paradise,” “Diner Paradise,”

“Pie Paradise”), Wine Enthusiast, Yahoo Travel, New Day Cleveland, TravelandLeisure.com,

USAToday.com and FoodandWine.com.

n Secured positive travel coverage of Baltimore in National Geographic Traveler, Travel + Leisure,

Southern Living, Pathfinders, Washington Post, Southwest Spirit, Airtran’s Go Magazine, USA Today,

the New York Times, Boston Globe, New York Post, Philadelphia Inquirer, Chicago Tribune and

PeterGreenberg.com, among many others.

n Hosted two domestic familiarization press tours for members of the travel media that highlighted

the diverse arts and culture community and family travel fun in Baltimore.

n Conducted media relations outreach to support Baltimore Hotel Week, securing coverage on

USAToday.com, Yahoo News and various local Baltimore outlets.

n Hosted more than 50 individual writers, including Washingtonian, Passport Magazine, Washington

Parent, Connecticut Magazine, Long Island Pulse and Ebony.com, to name a few.

n In partnership with the Marketing department, readied new LGBT same-sex marriage website for

launch the day after the law passed. Conducted media relations outreach to promote Baltimore as

a wedding destination for same-sex couples securing coverage in the International Business Times,

Metro Weekly, Los Angeles Times, TravelandLeisure.com, Passport.com, Gadling, Washington Post

and Out.com, to name a few.

xVisit Baltimore’s Marketing team develops and implements a wide variety of multi-platform

campaigns throughout the year targeting leisure travelers and meeting professionals.

Marketing Campaigns

JohnWaters

Hobnobwith

ALL ACCESS PASS

EATS

Enter and You Could WIN A VIP TRIP TO THE 2014 MARYLAND FILM FESTIVAL

AllAccessBaltimore.com

NO PURCHASE NECESSARY. Open to legal residents of the 50 United States (including D.C.), who have reached the age of majority in their state of residence at the time of entry. VOID WHERE PROHIBITED. Promotion ends 11/30/13. To enter and for Offi cial Rules, visit www.AllAccessBaltimore.com.

130384_VISIT_7.5x9.75_LGBT.indd 1 4/19/13 11:36 AM

Is she still upset about her Christmas present?

Check out the amazing packages from $99 during Baltimore Hotel Week. And, to sweeten the deal, we’ll even give you a

choice of two adult tickets to many of Baltimore’s top attractions, when you book a two-night stay.

Go to www.baltimore.org/GetaRoom today.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

24

n Continued to strengthen Baltimore’s LGBT awareness with national media outreach, including

individual journalist visits, distribution of the Rainbow Round-Up quarterly online newsletter and

supporting efforts of the Marketing department in the LGBT Film Festival sponsorships.

n Crafted specific pitches focused on Baltimore’s specials events, seasonal offerings, health and

wellness, and sporting assets to secure additional niche travel coverage.


MARKeTING

n Continue to enhance Baltimore’s appeal to heritage and history travelers by maximizing exposure

of the Bicentennial of the War of 1812, the tribute to Harriet Tubman and the Underground Railroad,

and the 150th anniversary of the Civil War. Campaign strategies include:

y Promote the Star-Spangled Banner Pass, the Legends & Legacies Heritage Pass and the Civil War

150 Explorer Pass.

y Implement digital advertising campaign, targeting history and heritage travelers in key

geographic markets.

y Maintain “It’s a Year of Historic Commemorations” portal and Star-Spangled Baltimore, Legends &

Legacies and Civil War 150 microsites.

y Incorporate messaging into Baltimore.org and in the Baltimore Buzz e-newsletter.

n Drive enhanced awareness of the Bicentennial of the War of 1812, with a focus on the 200th

anniversary of “The Star-Spangled Banner” in 2014; begin pre-promotion of Star-Spangled

Spectacular to be held from September 6-16, 2014.

n Create, stage, script and launch first round of new experiential tourism products.

n Continue to highlight Baltimore’s arts and cultural community, with a focus on the Baltimore A to Z

advertorial, through event and exhibition advertising and promotions.

n Position Baltimore as a hub for sporting events, promoting the 2013 Gold Cup Championship

(international soccer), Grand Prix of Baltimore, the Colonial Athletic Association’s Men’s

Basketball Tournament, the Preakness Stakes, the NCAA Lacrosse Final Four and the new LPGA

International Crown.

n Develop and implement the first annual Baltimore Family Reunion Expo; tie into Legends & Legacies

Heritage Pass marketing efforts.

AD equIVAleNCY

MeDIA TRACKING

FY 11 FY 12 FY 13

$10,000,000

$20,000,000

$30,000,000

TRAVEL FY 12 FY 13 %CHANGE

Placements 1,897 2,167 14.2%

Circulation 6,175,904,145 14,744,401,893 139%

Ad Equivalency $24,796,284 $28,567,464 15.2%

OUT-OF-MARKET, NON-TRAVEL

Placements 76 219 188%

Circulation 10,930,823 124,757,722 1041%

Ad Equivalency $397,206 $519,179 30%

CONVENTION TRADE

Placements 26 43 65%

Circulation 512,844 861,600 68%

Ad Equivalency $120,309 $146,805 22%

LOCAL MEDIA

Placements 951 310 -67%

Circulation 50,058,323 20,212,788 -59.6%

Ad Equivalency $2,767,234 $735,788 -73.4%

TOTAL

Placements 2,950 2,739 -7.1%

Circulation 6,236,406,135 14,890,233,443 135.3%

Ad Equivalency $28,081,034 $29,969,236 6.7%

$29.

90

$28.

02

$16.

13

Dollars are in millions

* FY12 included 473 local clips worth $1.24 million in Sailabration event coverage.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

25

n Expand Baltimore Hotel Week into a “Baltimore Week” promotion, including hotels, restaurants,

museums and attractions, and retail.

n Implement the LGBT film festival promotion in the fall; analyze the return on investment and consider

expanding into other markets for fiscal year 2015.

n Extend outreach to Hispanic travelers in additional geographic markets.

n Design and launch new website to support efforts in all market segments and promote Visit

Baltimore’s membership base.

n Develop new social media strategy.

n Support the efforts of Baltimore-Washington International Thurgood Marshall Airport and Maryland

Office of Tourism to ensure successful introduction of service by international carriers.

n Disseminate e-newsletters monthly; continue to reengage subscribers.

n Publish two issues of the Official Guide, the Baltimore Restaurant Guide, and the Baltimore LGBT

Visitor Guide, in conjunction with Gay Life.

COMMuNICATIONs

n Continue to position Baltimore as the “must-experience” destination for celebrating the Bicentennial

of the War of 1812 and birthplace of the national anthem, securing media coverage in Baltimore’s

key drive markets and with national travel media.

n Begin pre-promotion of Star-Spangled Spectacular (September 2014).

y Promote “Stitching History” event at the Maryland Historical Society along with other individual

1812 attractions, museums, exhibitions and special events.

y Work in partnership with Maryland Office of Tourism Development and Star-Spangled 200 to

begin long-lead public relations outreach efforts.

n Enhance the positioning of Baltimore as a well-known culinary destination by refreshing the

culinary press kit, developing an authentic Baltimore culinary trail pitch, and coordinating media

opportunities for top Baltimore chefs and culinary personalities.

n Coordinate one-on-one media appointments for Visit Baltimore representatives in key target

markets to promote new exhibitions, attractions, promotions and special events.

n Support the first Family Reunion Expo Baltimore via targeted media relations outreach to family,

lifestyle and group tour outlets.

xVisitors were invited to take part in a journey of exploration as we commemorated the

Bicentennial of the War of 1812 and “The Star-Spangled Banner,” shared in the tribute to Harriet

Tubman and the underground Railroad, and uncovered the story of a city divided during the

Civil War 150.

It’s a Year of Historic Commemorations

@BaltimoreMD@BaltimoreMD

Facebook.com/BmoreMD

baltimore’s .

There is no better time to visit Baltimore than during the Bicentennial of the War of 1812 and “� e Star-Spangled Banner.” Stand atop the ramparts of Fort McHenry National Monument and Historic Shrine. See Francis Scott Key’s original poem that became our National Anthem at the Maryland Historical Society. Visit the home where the fl ag that fl ew over the fort during the British bombardment was sewn. After you stand witness to history, stroll around the famed Inner Harbor, discover our fun-fi lled attractions, sample our mouthwatering cuisine or catch a ball game.

For information about the new National Anthem Tour by Land and Sea or the Star-Spangled Baltimore Pass, call 1-877-BALTIMORE or visit WWW.STARSPANGLEDBALTIMORE.COM

120795_VISIT_5.96x10_WP.indd 1 6/6/12 4:40 PM

Three Museums, Three Days... One Remarkable StoryThree Museums, Three Days... One Remarkable Story

B altimore's Legends & Legacies Experience Pass takes you on an unforgettable journey through history. �ere is no better time to experience three distinctive museums who tell a uniquely Amer ican stor y. Receive discount admission and visit �e National Great Blacks In Wax Museum, �e Frederick Douglass-Isaac Myers Maritime Park and �e Reginald F. Lewis Museum of Maryland African American History & Culture.

@ For more information on Baltimore and the Legends & Legacies Experience Pass call 1-877-BALTIMORE or visit Baltimore.org/heritage .

B A L T I M O R E . O R G / H E R I T A G E

an American

Story

Come explore the Bicentennial of the War of 1812 and “The Star-Spangled Banner.” Share in the

tribute to Harriet Tubman and the Underground Railroad. And, discover the story of the once-

divided city during Civil War 150.

Take part in the journey.

It’s a Year of Historic Commemorations

The Past is Present in Baltimore

There’s no better time to visit Baltimore. In 2013, Baltimore and the state of Maryland salute the Bicentennial of the War of 1812, pay tribute to Harriet Tubman and the Underground Railroad, and remember the 150th anniversary of the Civil War.

The War of 1812 and “The Star-Spangled Banner”

In September 1814, bombs burst along the shoreline of Baltimore’s Fort McHenry. Expecting to enter the city with little resistance, the British were instead frustrated by American forces. When the smoke cleared, a large American flag fluttered, prompting Francis Scott Key to write his famous words.

Tribute to Harriet Tubman and the Underground Railroad

Born into slavery, Harriet Tubman escaped a Maryland plantation in the mid-1800s. For 10 years, she risked her life to complete more than 12 daring journeys, leading others to freedom. Her vision, power and dauntless spirit are part of Baltimore’s American story.

Civil War 150

A border state between the North and South, Maryland played a critical role in the Civil War. Baltimore was at the crossroads—and site of the war’s first bloodshed during the “Pratt Street Riot.”

History comes alive in Baltimore. Start your journey today.

The Story Continues Throughout Maryland

Travel one of Maryland’s 18 Scenic Byways to discover the story of America. These routes will take you to areas that are rich in authentic beauty, history and culture. And, three of the routes continue the stories told in Baltimore that helped forge a nation.

The Star-Spangled Banner National Historic Trail offers many ways for visitors to experience the drama of the War of 1812 in the Chesapeake Bay region. The Star-Spangled bicentennial celebration continues through September 2014 with the Chesapeake Campaign, a traveling festival that visits waterfront towns along the trail.

Explore dozens of sites that were integral in an American hero’s life along the Harriet Tubman Underground Railroad Byway. Drive, bike or paddle through Maryland’s Eastern Shore where she was enslaved and from where she escaped. Today you will find natural beauty and waterfront towns filled with not only history, but shops, galleries and restaurants.

As the Sesquicentennial of the Civil War continues, discover Maryland’s authentic stories about the conflict along one of four Civil War Trails. Along the way on these driving and walking tours, there are wineries, world-class dining and name-brand shopping.

For a free Scenic Byways guide and map, call 1-877-632-9929 or go to visitmaryland.org.

UNDERGROUNDRAILROAD BYWAY

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

26

n Raise awareness of Baltimore’s connections to world-famous author Edgar Allan Poe by promoting

the reopening of the Edgar Allan Poe House.

n Position fiscal year 2014 as “The Year of Sports” in Baltimore by highlighting new exhibits at the

Sports Legends Museum along with Babe Ruth artifacts and the growing list of top-tier sporting

events taking place in Baltimore.

n Host a series of group and individual familiarization tours for targeted travel media through themed

trips that could include health and wellness, historical commemorations, LGBT, culinary, nightlife,

and arts and culture.

n Continue to attract multicultural and LGBT visitors to Baltimore via the promotion of new collateral,

demographic specific initiatives and the distribution of niche e-newsletters.

n Support LGBT Film Festival sponsorship with targeted media relations outreach in each

corresponding market.

n Partner with CRUSA to host international print and broadcast travel writers for Baltimore

education tours.

n Coordinate two to three timely and topical co-op satellite media tours that reflect new campaigns,

major destination developments and seasonal campaigns.

n Support efforts for special Baltimore promotions and special events with media relations efforts

including an expanded Baltimore Hotel Week and Baltimore Race Week.

xOver the last 12 months Baltimore has been featured on national broadcast and print outlets

highlighting the city’s sports, arts and culture, history, multicultural, and culinary offerings.

Highlights include “CBS This Morning,” “CBS Sunday Morning,” “The Today Show,” “Jeopardy,”

the Travel Channel, the Food Network, National Geographic Traveler and the New York Times.

National Media Helps spread the Good News about Baltimore

36 Hours in Baltimore

Dennis Drenner for The New York Times

Clockwise from top left: L. P. Steamers, Windup Space, American Visionary Art Museum, Edgar Allan Poe House and Museum and a view from Federal Hill.

By CHARLY WILDER

Published: September 19, 2012

“YOU can look far and wide, but you’ll never discover a stranger city with such extreme style,” John Waters once

noted about his hometown. Maybe that’s why Baltimore’s trumpeted glass-and-steel Inner Harbor development, with

its chain restaurants, neon-loud amusements and brand-name shopping, feels so counterintuitive as a symbol for the

city. But walk in any direction and the city’s charm reasserts itself. Indeed, Baltimore’s best draws tend to be left-of-

center: offbeat theater, grandly decrepit neighborhoods on the cusp of gentrification, a world-class museum devoted

to outsider art and a dive-bar culture that must be one of the nation’s finest.

Friday

3 p.m.

1. DIVINE INSPIRATION

There may be no better introduction to Baltimore than the extraordinary American Visionary Art Museum (800 Key

Highway; 410-244-1900; avam.org), or AVAM, devoted to the work of self-taught and outsider artists. AVAM’s

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

27

loCAl mediA And externAl AFFAirs Visit Baltimore’s local media and external affairs efforts are aimed at increasing exposure for

Visit Baltimore and its sales and marketing programs through local media relations and enhanced

communications with key stakeholders, including city and state elected officials, leadership in the

business and nonprofit communities, local residents, and Visit Baltimore’s members. Over the past year,

Visit Baltimore’s public affairs activities included expanding advocacy on the state and local levels, and

building grassroots, community-based support and understanding for the tourism industry through

a targeted public awareness campaign. Another important emphasis is to position the organization

as a leader in the community by continually showing the tourism industry as an important economic

generator and employer in the Baltimore region.


puBlIC RelATIONs

n Generated more than $735,000 in free, local media coverage and more than 310 positive stories

about Visit Baltimore and Baltimore’s tourism industry.

n Coordinated with Star-Spangled 200 to respond to Sailabration post-event follow-up regarding

economic impact.

n Led media relations efforts for summer and winter Baltimore Restaurant Weeks in partnership with

Downtown Partnership of Baltimore.

n Coordinated local media outreach and response related to passage of Question 6 and same-sex

marriage opportunities including the new LGBT microsite, securing coverage on MPT’s “Your

Money, Your Business,” WYPR-FM, WBAL-TV, Maryland Daily Record, Baltimore Sun, Frederick

News Post, WJZ-TV, Gay Life Magazine and WBAL-AM.

n Promoted family-friendly events and activities in Baltimore through a weekly interview on WRBS

radio, Shine-FM.

n Hosted information session for local media on new virtual tour application Baltimore InSite that was

attended by the Baltimore Business Journal, Maryland Daily Record and WJZ-TV.

n Assisted with local and regional media relations efforts for the Grand Prix of Baltimore, helping to

promote special Race Week offers.

n Worked with partners at the Maryland Zoo in Baltimore, Baltimore Museum of Art, Walters Art

Museum and Port Discovery Children’s Museum to lead public relations efforts for Baltimore’s

first Museum Week including a special supplement in the Baltimore Sun and radio and television

segments with executive directors from the museum community.

n Secured multiple opportunities in the Baltimore Business Journal to promote tourism in Baltimore

through contributed articles from Visit Baltimore and the Baltimore Convention Center highlighting

the importance of meetings and conventions and the banner year for tourism expected in 2014.

n Continued promotion of new Legends & Legacies Heritage Pass securing a 16- minute interview for

partners on WOLB radio with Larry Young.

n Enhanced Visit Baltimore CEO’s exposure in the community by continuing to position him as an

important resource for the local media and a valued partner in Baltimore’s business community on

public policy discussions.

n Distributed positive news about Baltimore’s tourism and convention industry to the local media, city

and state government leaders, and stakeholders through media relations outreach.

eXTeRNAl puBlIC AFFAIRs

n Monitored more than 30 bills in session, and gave written or oral testimony for several addition

pieces of legislation.

n Helped to secure passage of legislation extending state and local funding for the operations of the

Baltimore Convention Center for five years through 2019.

n Provided testimony to fund the film tax credit for three years.

n Drafted and introduced legislation to allow expanded charitable gaming events.

n Served as a member to the Mayor’s Legislative Task Force, and advised on issues related to the

city’s economic growth.

n Appointed to the Maryland Tourism Council’s legislative affairs committee, and helped advise on

statewide legislative initiatives.

n Sponsored and served on the planning committee of the annual Tourism Day in conjunction with

DMOs throughout the state, and organized Baltimore city’s industry representatives’ advocacy

efforts in the statehouse.

n Established stronger presence in Annapolis by cultivating relationships with legislators outside of

the city delegation, and represented city’s interest on issues vital to tourism and hospitality.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

28

n Worked with bed-and-breakfast owners to create licensing mechanism to regulate rentals of private

homes for vacation purposes.

n Maintained www.baltimore.org/community as a resource for city residents to learn more about the

impact of tourism.

n Represented Visit Baltimore to industry and state stakeholders.

n Worked with the U.S. Travel Association to influence state representatives to Congress on federal

legislation that affects local tourism efforts.

n Developed “blasts” to be used by community and government officials in neighborhood/constituent

newsletters that highlight events across the city, encourage resident participation and inform them

about the economic impact of conventions.

n Donated Visit Baltimore–branded amenities and VIP passes to support the fundraising efforts of

community and charitable organizations.

n Served as an industry leader for the YouthWorks HireOne program, and organized a dedicated

youth job fair for students interested in the hospitality industry.


lOCAl MeDIA

n Support and promote the Bicentennial of the War of 1812 events and promotions leading up to

Star-Spangled Spectacular in September 2014.

n Work in partnership with members of Visit Baltimore’s advisory committees to uncover human

interest and tourism and travel stories to promote to the local media.

n Continue to support convention sales and marketing efforts with the local media by promoting

benefits of the industry and publicizing successes and bookings throughout the year.

n Utilize local tourism promotions including Baltimore Restaurant Week and Baltimore Hotel Week

to encourage locals to learn more about our tourism product by visiting attractions, hotels

and restaurants.

n Provide media relations support and counsel to members to help increase opportunities

for exposure.

n Continue to position Visit Baltimore President and CEO as thought leader and resource to the local

media and valued partner in Baltimore’s business community on public policy discussions.

n Seek editorial opportunities to demonstrate the value of tourism on the local economy.

eXTeRNAl puBlIC AFFAIRs

n Continue to work with community leaders to become advocates for tourism expansion by

demonstrating economic impact and return of tourism industry.

n Expand knowledge of, impact of and opportunities in tourism by participating in workforce

development programs specific to customer service.

n Engage federal, state and local government leaders to become advocates for the tourism industry,

and ensure that statewide funding is maintained.

n Influence policy that positively affects tourism, and serve as an information resource and advocate

for tourism-related legislation.

n Keep residents informed of happenings in Baltimore via dedicated website and blog, and partner

with community groups to spread information via community newsletters.

n Work with the Mayor’s Office, City Council and state government to encourage participation in

marketing and selling Baltimore, including customer site visits; convention sales events; local,

regional and national media opportunities; and member events through the Meet Local initiative.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

29

n

y

•

memBershiPThe Membership department develops effective programming, benefits and information for

Visit Baltimore’s members to help them market their products to leisure and convention visitors. The

department also attracts new members and creates strategic partnerships to generate additional

funds to support sales and marketing efforts, which in turn expand business opportunities for the

membership and generate tax revenues for Baltimore city.

FisCAl YeAr 2013 ACComPlishments n Retained 87 percent of fiscal year 2012 members.

n Secured 120 new members.

n 620 business and organizations maintained their fiscal year 2013 Visit Baltimore membership.

n Retained Amtrak, SuperShuttle/ExecuCar and Spirit Cruises/Seadog as strategic partners.

n Retained GEP Baltimore, Cruises on the Bay by Watermark, Flowers & Fancies, Baltimore Water Taxi

and Centerplate as corporate partners.

n Secured ZBest Limousine as a new corporate partner.

n Secured Harbor East, Charles Street Corridor, Hampden and The Gallery as Strategic Neighborhood

Partners.

n Produced the first edition of Visit Baltimore, The Official Restaurant Guide, featuring member

restaurants.

n Hosted the Sixth Annual Town Hall Meeting with a focus on major events and experiential tourism.

Camilla Clark, with the Maryland Office of Tourism Development, presented an update on the

Harriett Tubman statewide commemorations, and Joe Veneto, “The Opportunity Guy,” shared

updates on the forthcoming experiential tourism program.

FisCAl YeAr 2014 ACtion PlAn n Retain 90 percent of current members.

n Attract 75 new members.

n Offer educational business seminars for members.

n Host quarterly tourism update meetings.

n Host continuing education days within member neighborhoods.

MeMBeRsHIp CATeGORIesBY ReVeNue

NuMBeR OF MeMBeRs BY CATeGORY

Accommodations 10%

Attractions 18%

Nightlife 2%

Non-Profit 1%

Restaurants 25%

Retail 19%

Service 20%

Trade 5%

Accommodations 39%

Attractions 13%

Nightlife 3%

Nonprofit 1%

Restaurants 26%

Retail 2%

Service 16%

Trade 0%

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

30

n

y

•

n Continue outreach in the African American, Latino and Hispanic, and LGBT business communities to

encourage membership.

n Conduct an annual survey of membership satisfaction and gauge interest in new opportunities.

n Continue an aggressive program to attract targeted strategic and corporate partners.

n Continue to engage local merchants and neighborhood associations to participate collectively in

Visit Baltimore’s strategic neighborhood initiative.

oPerAtionsVisit Baltimore’s Operations division provides day-to-day support for all departments within the

organization. Visit Baltimore’s chief operating officer oversees the Finance, Membership, Administration,

Technology and Research departments. Additionally, the division oversees the Baltimore Visitor Center

and Hospitality Professional Development and Training programs, whose goals are to educate visitors,

deliver detailed information and provide excellent customer service to visitors.


BAlTIMORe VIsITOR CeNTeR

n Released new versions of the Civil War 150 Explorer Pass, Legends & Legacies Heritage Pass and

Star-Spangled Banner Pass, updating participating venues and including add-ons for consumer

savings.

n Sold commemorative War of 1812 Bicentennial coins at the Visitor Center.

n Added additional ticketing products to the menu of available customer options, including Elite

Fitness Tours, Maryland Science Center, Ripley’s Believe It or Not! and Segs in the City.

n Upgraded the facility, including the installation of new lounge furniture, cell charging stations and

free Wi-Fi facilities throughout the Visitor Center.

n Installed a full marketing campaign for “Baltimore: An American Story.”

n Created a new member “meet and greet” program to familiarize staff and volunteers with products

and venues, build relationships with the members, and provide opportunities for the members to

chat with visitors.

n Began planning for a new Baltimore 3-D experience for the Visitor Center theater.

n Increased number of volunteers by 30 percent.

BAlTIMORe VIsITOR CeNTeR ATTeNDANCe

TICKeTs sOlD

FY 12

FY 12

FY 13

FY 13

300,000

100,000

200,000

10,000

400,000

20,000

30,000

322,

803

19,0

75

301,

436

17,8

85

TICKeTs sAles ReVeNue

FY 12 FY 13

300,000

400,000

500,000

$440

,835

$344

,578

200,000

100,000

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

31

n

y

•

n Increased actual Visitor Center ticket sales by 6.3 percent for an increase in retail sales of

24.6 percent.

n Increased Visitor Center attendance by 7.1 percent.

HOusING BuReAu AND leIsuRe CAll CeNTeR

n Booked more than 40,000 reservations for 47 convention groups including 11,100 reservations in

nine partner cities.

n Surpassed annual revenue goal by $100,000.

n Provided service to more than 27,000 (includes housing and leisure) inquirers requesting hotel,

transportation, restaurant and attraction information.

n Fulfilled 45,200 requests for collateral and publications.

n Implemented process to collect advance deposits for convention housing reservations on behalf of

hotels to mitigate “no-show” risk, resulting in over $77,000 in advance payments secured for 519

processed reservations.

TeMpORARY CONVeNTION sTAFFING seRVICes

n Provided more than 12,000 staff hours servicing 45 groups.

n Secured seven new conventions for the year.

n Billed more than $200,000 in revenue.

n Received overall customer satisfaction rating of 90 percent based on customer surveys.

FINANCe DepARTMeNT

n Passed fiscal year 2012 financial audit with no issues or misstatements.

n Managed fiscal year 2013 financial results within overall budget.

n Completed Board of Directors–approved fiscal year 2014 budget.

n Upgraded web-based expense report tool.

ReseARCH

n Participated in the selection process of a new internal customer relations management (CRM)

platform.

n Implemented the new DMAI Event Impact Calculator for all sales bookings.

n

y

•

xVisit Baltimore hosts several gatherings a year for members to network and learn more about

Visit Baltimore’s initiatives, industry trends and recent developments.

Membership events

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

32

n Continued partnership with Temple University on the Leisure and Tourism Conversion Study.

n Passed fiscal year 2012 sales bookings audit with no recorded discrepancies.

HuMAN ResOuRCes

n Participated in the city’s YouthWorks program, hiring four students for the summer and retaining

one as a Call Center specialist.

n Negotiated and coordinated annual benefits enrollment and instituted new 401(k) plan.

n Updated essential human resources documents, including the employee handbook, company

policies and job descriptions.

n Streamlined payroll processing procedures by implementing electronic timesheets and reporting

structure.

TeCHNOlOGY

n Selected new CRM database.

n Integrated Baltimore InSite iPad® app with membership database.

n Converted backups at the Baltimore Visitor Center to cloud-based.

n Added wireless capabilities to the Visitor Center for guest use.

n Set-up iPad® tablets for remote staff.

HOspITAlITY pROFessIONAl DeVelOpMeNT AND TRAINING

n Certified 61 new Certified Tourism Ambassadors (CTAs) in 30 classes for a total of 1,757 CTAs who

have been certified through the life of the program.

n Renewed 50 percent (186) of all CTAs.

n Retained 535 total active CTAs as of the end of fiscal year 2013.

n Coordinated six networking mixers and 11 Discovery Days (attraction-sponsored continuing

education opportunities).

n Hosted an international marketing seminar to educate sales staff from more than 30 hotels on

initiatives for the foreign individual travel market.

n Trained hotel group sales staff on the benefits of using Visit Baltimore to assist with servicing clients

and catering specifically to the tour and travel market.


BAlTIMORe VIsITOR CeNTeR

n Plan, design and install a new Baltimore 3-D experience in the Visitor Center theater.

n Implement a tracking mechanism for the free Visitor Center Wi-Fi program to increase our marketing

reach through targeted advertisements.

n Transition brochure inventory system to the new CRM system.

n Work with Marketing and other agencies in the planning and execution of Star-Spangled Spectacular.

n Ensure that ticketing operations are fully compatible with Visit Baltimore’s new website.

n Ensure that all leisure campaigns are fully promoted in the Visitor Center.

n Promote the Visitor Center as the first destination for information and ticketing for visitors to

Baltimore.

n Work with Membership to fully implement and expand the new program giving staff and volunteers

the opportunity to become familiar with products and venues and build relationships with members,

and providing members with the opportunity to meet visitors at the center.

n Work with Public Relations to promote the Visitor Center and its services and activities to grow

attendance, sales and revenue.

n Meet the fiscal year ticketing net revenue goal of $67,000.

n Meet all fiscal year operating expense budget goals.

n Plan and implement activities in the Visitor Center that will draw additional visitors, including mascot

visits, children’s activities and holiday activities, by partnering with local organizations and using

social media outlets to advertise and promote the activities.

n Create a customer service feedback system and publish the results on a quarterly basis.

n Work with city’s Department of General Services to ensure that upkeep of building is maintained at

all times for our visitors

HOusING BuReAu AND leIsuRe CAll CeNTeR

n Expand Call Center hours by diverting calls received after office business hours to call centers in

partner cities per a partnership agreement.

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

33

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

33

n Train member hotels on the new features in Passkey Groupmax ME to help increase revenue

generated.

n Increase housing fee by 25 percent over the next two fiscal years.

TeMpORARY CONVeNTION sTAFFING seRVICes

n Work closely with account executives in the Baltimore Convention Center to increase staffing

referrals for incoming conventions and meetings.

n Create a marketing plan for area hotels explaining departmental services to identify and increase

business opportunities.

n Develop a computer-based training program to educate current staff on functions and duties of all

positions to maximize employee skill sets.

FINANCe DepARTMeNT

n Implement new corporate credit card program and accounts payable module, and link with new

CRM database.

n Develop fiscal year budgets for approval by the Baltimore Convention and Tourism Board.

n Manage financial results within budget.

n Pass fiscal year 2013 audit with no issues or misstatements.

ReseARCH

n Assist departments with implementation of the newly selected CRM platform.

n Commence study of the impact and value of the Motorcoach Parking Facility.

n Complete the fiscal year 2013 Sales Booking Audit.

n Complete the Visitor Center and Travel Inquiry Conversion study by summer 2014.

n Attend the Travel & Tourism Research Association Annual Conference.

HuMAN ResOuRCes

n Participate in the city’s YouthWorks program.

n Negotiate and coordinate annual benefits enrollment.

FIsCAl YeAR 2013 FOReCAsTeD ReVeNue

FIsCAl YeAR 2013 FOReCAsTeD eXpeNses

Occupancy Tax 86.8%

State Funding 3.2%

Advertising .5%

Membership 3.0%

Convention Services/Housing

4.4%

PromotionalParticipation

.5%

Other

.8%

Sponsorships/Partnerships

.8%

Total Forecasted Revenue: $13,309,270

Total Forecasted Expenses: $12,816,900

Convention Sales & Marketing 35%

Travel Trade Sales& Marketing .8%

Leisure Marketing 32.1%

Membership 2.8%

Convention Services/Housing 8.9%

Visitor Services 5.2%

Communications/PR 6.2%

Administration/Other 9.0%

x

A B

An

ner

YeA

r F

or

BA

ltim

or

e

34

n Update job descriptions.

n Create an Emergency Crisis Operations Plan for the organization.

n Complete a comprehensive salary survey for all positions within the organization and establish

salary grades for each position.

n Create and implement a performance incentive compensation plan for all non-sales positions.

TeCHNOlOGY

n Convert to new CRM software.

n Upgrade telecommunications to optical fiber network in main office.

n Implement new connectivity for remote staff, including cloud-based storage for file access and new

VPN for secure email access.

n Upgrade network infrastructure to prepare for future implementation with upgraded server(s) and

desktops.

HOspITAlITY pROFessIONAl DeVelOpMeNT AND TRAINING

n Continue to develop training programs for front-line hospitality professionals.

n Certify all Charm City Circulator drivers as CTAs.

n Increase participation of taxi cab companies in the CTA program.

n Continue to coordinate volunteer opportunities for CTAs to increase front-line interactions

with visitors.

n Hold at least 10 CTA classes.

n Continue hosting CTA networking and Discovery Days.

n Continue to develop tourism-based special events, such as Taxi Cab Awareness Day, and honor

outstanding participants through CTA and CTA Business of the Year awards.

n Continue to create free opportunities for CTAs to visit and explore all of Baltimore’s museums and

attractions.

n Continue to partner with Downtown Partnership and Baltimore Collegetown Network to conduct

seminars for new residents, employees and students on activities in Baltimore.

FIsCAl YeAR 2014BuDGeTeD ReVeNue

FIsCAl YeAR 2014BuDGeTeD eXpeNses

Occupancy Tax 87.4%

State Funding 2.8%

Advertising .4%

Membership 2.7%

Convention Services/Housing

4.3%

PromotionalParticipation

.4%

Other

2%

Sponsorships/Partnerships

1.4%

Total Budgeted Revenue: $15,057,700

Total Budgeted Expenses: $14,535,360

Convention Sales & Marketing 34%

Travel Trade Sales& Marketing .7%

Leisure Marketing 34%

Membership 2.8%

Convention Services/Housing 8.3%

Visitor Services 6.2%

Communications/PR 5.8%

Administration/Other 8.2%

100 Light Street, 12th floor

Baltimore, Maryland 21202

baltimore.org

@Baltimo reMD

Bmo reMD

xx

What so proudly we hailed at the twilights last...

Documents

Transcript of What so proudly we hailed at the twilights last...