Visit Alexandria 2016 Annual Meeting September 19, 2016
Westin Alexandria
Rich CasaleGeneral Manager
Westin Alexandria
Joseph CollumSenior VP, Dir. of Branch & Business Banking
Burke & Herbert Bank
Hon. Allison SilberbergCity of Alexandria
Mayor
Mark JinksCity of Alexandria
City Manager
Mary Anne RussellGeneral Manager, Embassy Suites and Hilton Garden Inn
Visit Alexandria Board Chair
Economic Impact of Visitors
Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation
*Data is based on macroeconomic modeling and provides an estimate of receipts, not an accounting of actual taxes and receipts.
$771 million in Visitor Spending
6,340 Jobs
$25+ million in Local Tax Receipts*
Visitor Spending by Accommodation
$427
$295
$238
Hotel in ALX Non-HotelOvernight
Daytripper
Spending Per Trip
Source: 2016 Website ROI Study, Destination Analysts for Visit Alexandria
“Halo Effect” of Tourism Marketing
on Economic Development
Source: Longwoods Research, “Impact of Destination Campaigns on Economic Development”, 2015
Patricia WashingtonPresident & CEO
Visit Alexandria
Tonight’s Agenda
1. Review of FY2016
2. Look ahead to FY2017
3. Preview the new ad campaign
FY 2016 Headlines
Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation
Visitor Spending in Alexandria (millions)
$)
$711
$739 $738
$754
$771
$700
$720
$740
$760
$780
$800
2011 2012 2013 2014 2015
Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation
Jobs
6,067
6,158 6,1506,171
6,340
5,900
6,000
6,100
6,200
6,300
6,400
2011 2012 2013 2014 2015
Source: 2015 Economic Impact of Domestic Travel on Virginia and Localities, Virginia Tourism Corporation
Data is based on macroeconomic modeling and provides an estimate of receipts, not an accounting of actual taxes and receipts.
Tourism Tax Receipts
$23.1
$23.7
$24.1 $24.2
$25.5
$22.0
$23.0
$24.0
$25.0
$26.0
2011 2012 2013 2014 2015
City Tax Revenue from Visitor Spending (millions)
Occupancy
69.4%68.9%
69.2%
72.9% 72.9%
66.0%
68.0%
70.0%
72.0%
74.0%
FY12 FY13 FY14 FY15 FY16
Source: Smith Travel Research Monthly Report, June 2016
Source: Smith Travel Research Monthly Report, June 2016
Revenue per Available Room (RevPAR)
$102
$100
$98
$108
$110
$90
$95
$100
$105
$110
FY12 FY13 FY14 FY15 FY16
Source: Smith Travel Research Monthly Report, June 2016Source: VisitAlexandriaVA.com 2016 Website ROI Study, prepared by Destination Analysts; N= 336
Visitor Satisfaction
98.9%
FY 2016 Impact
Vacation Planning Tools
59.4
50.3 49.8
36.4
18.312.3
User-generatedreviews
Print resources Social media DMO/CVBWebsite
Online videos Travel e-newsletter
Percent using each tool
Source: Destination Analysts State of the American Traveler January 2016
What We Do
FY2016 Media Buy
Paid Search14%
SEO2%
Digital Display25%
Social10%
TV17%
Radio14%
Print11%
Meetings7%
Responsive Website
Outstanding Web Site
Award
Travel Category
Result: Engaged Consumers
• 1.88 million web visits 22%
• $42 economic impact/website
visitor*
• 113 million ad impressions
33%
• 85,000 social media followers
42%
• 372,000 blog views 81%
1.10
1.50
1.88
FY14 FY15 FY16
Web Visits (million)
*Source: VisitAlexandriaVA.com 2016 Website ROI Study, prepared by Destination Analysts; N= 336
Blog.VisitAlexandriaVA.com
Meeting/International Sales
• Launched new health care
and weddings programs
• HelmsBriscoe “Valued
Partner” 20%
• Hosted 77 international
tour operators
Result—Meetings Leads
• $38.5 million in leads
generated
• $4.9 million in actualized
revenue
• $13.1 million in
economic impact
31.4
33.834.5
36.7
38.5
25
30
35
40
FY12 FY13 FY14 FY15 FY16
Leads Generated (millions $)
Mercy Street Partnership
• $150,000 sponsorship
• 25 Mercy Street-inspired
experiences
• Alexandria Film Festival
premiere
Result—National Exposure
• Up to 6 million TV viewers per week
• Historic site visitation 14% - 158%
• 142 press hits
• $50,000 Virginia Tourism Corporation grant
Expanded PR Capacity
• investment in PR
• Expanded fam tours
• investment in film office
Result—Media Coverage
• 925 total stories 4%
• 25.3 million circulation 17%
• $1.4 million print value 24%
• 23 film projects supported
900890
925
800
850
900
950
FY14 FY15 FY16
Total Stories
Combined Member & Visitor Services
• Created one-stop shop for
members and visitors on King
Street
• Expanded ticketing capacity
Result—Improved Service & Income
• Earned income 39%
• Membership 11%
• 61,000 visitors served 3%
303
294
326
275
300
325
350
FY2014 FY2015 FY2016
Members
FY 2017 Preview
National Lodging Forecast
Source: Smith Travel Research Forecast, September 2016
64.5
65.6 65.6(proj.) 65.4
(proj.)
63.5
64
64.5
65
65.5
66
2014 2015 2016 2017
US Hotel Occupancy (Calendar Year)
Source: VisitAlexandriaVA.com 2016 Website ROI Study, prepared by Destination Analysts; N= 336
Destination Attributes Important to Visiting Alexandria
Waterfront location
Unique shopping opportunities
44.6%
36.3%
Leveraging New Partnership Opportunities
• MGM Opening - December
• Mercy Street Season Two - January
• Wedding Show - February
• IPW - June
*IPW infographic courtesy of Destination DC
Enhancing Current Initiatives
• New NYC-Based PR Agency—Lou Hammond Group
• Integrated Paid Search and Search Engine Optimization
• User Generated Content
• Sales—Content Driven, Weddings, Health Care
• International Partnerships
Enhancing Current Initiatives
• New Member Portal & Staff Support
• New Menu Book
• $1.1 million Media Buy
• Destination Markets Awareness
• Regional Markets Engagement
• And….
Extraordinary 3.0
Visit Alexandria Advertising Campaign
(To see our press release and new ads, click here.)
#LetsGetTogetherALX
Let’s Get Together.
VisitAlexandriaVA.com