group sales & services · 2019. 6. 3. · • group size, number of meetings scheduled, up -...
TRANSCRIPT
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Group Sales & Services
Monday, March 27, 2017
March 23rd, 2017
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FY 16-17 Group Sales
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Goal of 53,200
Goal of 56,200
Goal of 60,900
Goal of 61,000
Actual 54,053 Actual 57,670
Actual 60,906
Actual 64,848
Goal of 72,00072,000
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 YTD (PartialYear)
Room
Nig
hts
Sales Goal to Actual
Value of $8,433,143
Value of $9,684,241
Value of $11,828,241
Value of $14,000,000
Value of $13,000,000
(YTD)
YTD 57,058
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37
54
28
8378
62
250 248
178
29
00
50
100
150
200
250
300
2014-2015 2015-2016 2016-2017 YTD
Number of Groups by Area of Origin
West & Mid-WestMid-Atlantic & NortheastSoutheastInternational
NC: 133
NC: 175
NC: 121
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7,462
11,484
7,375
9,75510,893
15,243
38,70639,969
33,393
65 495 00
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2014-2015 2015-2016 2016-2017 YTD
Number of Room Nights by Area of Origin
West & Mid-West
Mid-Atlantic & Northeast
Southeast
International
NC: 20,527
NC: 25,082NC: 23,933
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2,560 2,3161,661
3,9863,310
2,431
4,283
9,870
12,77710,990 11,174
7,452
13,384
15,918 16,230
19,935
22,377
15,460
0
5,000
10,000
15,000
20,000
25,000
30,000
2014-2015 2015-2016 2016-2017 YTD (Partial Year)
Number of Room Nights by Market Segment
GovernmentGroup TourCorporateSMERFAssociationSports/Athletics
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727
782
510
0
100
200
300
400
500
600
700
800
900
14-15 15-16 16-17 YTD
Tentative Sales Leads Issued
534
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172,604
202,486
141,906
0
50,000
100,000
150,000
200,000
250,000
14-15 15-16 16-17 YTD
Tentative Room Nights
132,302
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8,868
9,869
7,504
0
2,000
4,000
6,000
8,000
10,000
12,000
14-15 15-16 16-17 YTD
Person-to-Person Outreach
6,457
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62,687
55,893
38,524
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
14-15 15-16 16-17 YTD
Indirect Outreach
24,987
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• Lift – volume/schedule• Meeting space – total sq.
footage/availability • House Bill 2 – future impact• Difficult to measure total
effectiveness of programs• Regional meeting competition
increasing
Sales Challenges
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• Accolades – volume/high level• Staff wired to succeed• Financial support • Asheville can deliver the
unique experiences planners are looking for
Sales Opportunities
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• Planners seek bigger, bolder F&B experiences; formal banquet dinners replace with interactive fun meal experiences.
• Security • Purpose driven experiences (millennials) matter• Disruption – technological forces, changes in DC,
delegates are no longer attendees but participants
17-18 Trends - Promising
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• Group size, number of meetings scheduled, up-trending meeting rates, longer meetings, more demand for customized meetings packages.
• Healthcare, education, the financial industry, major Pharma…are all delivering strong demand in 2017. Incentive meetings are making a come-back….focusing on the best and most unique features of a locale, enriching the experience for all attendees.
17-18 Trends - Promising
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FY 17-18 Group Sales
Brand BoostersClient Contact Communications
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Vetted by area directors of sales
• Sunday-Wednesday nights • Scaled to size• Sourced through ACVB
• Eligibility standards set- Once every 3 years- Established festivals no eligible
• Promoted in appealing way“XXXXX in XXXX”
Client Contact: 48-Hour, Client Events,
“Good old fashioned phone calls, invitations to special events at your property or within your destination, meeting for coffee or cocktails after work, are all seen as critical in nurturing a relationship with those who can be so meaningful in delivering volume business to your hotel or resort.” - Hotel News Resource.com 3/17
Client Contact
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• FAM Experience - 48-HR- 25 qualified planner event - 1X in Spring 2018 - National audience – corporate, incentive, association- Add CMP credits
• FAM Experience – NC/SC- 15 NC/SC qualified planners (+1)- Focus on corporate - Limited programming (FR-SS)
• Motorcoach FAM- Exclusive to Asheville area
Reimagined FAMs
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• FAM History - 48-HR- 10 Experiences (Nov. ‘13)- 58 direct/indirect planners- 23 definite/pending
• EIC Financial Returns –- $3.2 million in direct spend
(Lodging, transportation, F&B, retail,space rentals, business services for attendees, organizer and exhibitors)
48-Hour Experience Impact
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• Client Events 2017/2018- Fall/Winter – Raleigh- Spring – Atlanta- 2018 – Northeast
• Trade Events - 25 events targeted
• Targets- Mid-week (48-Hr/Incentive/select government)- Northeast - Mid-Atlantic (Ohio Valley)- Financial, Insurance, Medical
Client Contact
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Meeting Planners InternationalWorld Education Congress National
Financial & Insurance Planners Conference National
IMEX Americas National
Meeting & Convention SE Southeast
Connect Corporate National
Meeting Industry Council West
Luxury Meetings (MN, OH, MASS) Regional
Trade Events – Corporate & Incentive
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Corporate, Incentive, Association
13th Pharmaceutical Professionals Summit* National
Smart Meetings NE (3day)* Northeast
Smart Meetings (FL, TX, OH) Single day Regional
Association Executives of NC NC (A)American Society of Assn. Executives Annual Meeting & Tradeshow National (A)
Holiday Showcase Mid-West (A)
Destination Showcase Mid-Atlantic (A)
SC Society of Assn. Executives SC (A)
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American Bus Association National National Tour Association National Spotlight on SE Tourism NationalHeartland Travel Showcase Mid-AtlanticTravel South Domestic Showcase National
Trade Events – Motorcoach & Intl.
Travel South International International
Economic Development Partnership of NC Trade Mission* International
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Brand Boosters
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Brand Boosters
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Communications
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Communications
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Communications
Print Placements
Meetings Today (2)Successful Meetings (3)Association Forum (1)
Digital Placements
Meetings Today (2)Meetings Net (3)
ArticlesPrevue, Meetings Today Carolinas, Meetings Today webinar and magazine, SportsEvents
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Have More Fun On Us
• Opens doors• Influences decision• Great communication tool• Targets Mid-Week
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Shawn BooneTina Porter
Molly Nelson
Carla McGlynn
Deployment Map
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Discussion