AUSTIN CONVENTION AND VISITORS BUREAU
111 CONGRESS AVENUE NO 700, AUSTIN, TX 78701 www.visitaustin.org

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Organizations Filed Purposes: PROMOTING CONVENTIONS, TRAVEL AND TOURISM IN AND TO THE CITY OF AUSTIN, AND PROVIDING RELATED SERVICES TO CONVENTION ATTENDEES, TRAVELERS, AND TOURISTS.

MARKETING AUSTIN NATIONALLY AND INTERNATIONALLY AS A PREMIER BUSINESS AND LEISURE DESTINATION.

FOR 2019, CONVENTION SALES GENERATED 769,804 HOTEL ROOM NIGHTS (112% OF GOAL). CONVENTION CENTER BOOKINGS REPRESENTED 278,981 OF THOSE ROOM NIGHTS (121% OF GOAL). 3,983 LEADS WERE GENERATED REPRESENTING OVER 4.6 MILLION ROOM NIGHTS. SIGNIFICANT BOOKINGS INCLUDE: - AUSTIN MARATHON 19-FEB 16,825 - AUSTIN JUNIOR VOLLEYBALL 20-FEB 2,000 - INDEED 21-MAY 2,845 - AMERICAN ASSOCIATION OF NURSE ANESTHETISTS 21-AUG 3,450 - INSIGHT GLOBAL 22-JAN 2,600 - TEXAS COMMISSION ON ENVIRONMENTAL QUALITY 22-MAY 4,600 - INDEED 22-MAY 3,260 - THE COLLEGE BOARD 22-JUL 3,000 - CISCO SYSTEMS, INC. 22-NOV 3,000 - TEXAS ASSOCIATION OF SCHOOL ADMINISTRATORS 24-JAN 7,000 - BENEVOLENT & PROTECTIVE ORDER OF ELKS 24-JUN 8,000 - SOUTHERN ASSOCIATION OF COLLEGES AND SCHOOLS 24-DEC 4,200THE AUSTIN SPORTS COMMISSION GENERATED 109,244 HOTEL ROOM NIGHTS AND GENERATED 149 LEADS AND COMPLETED 12 SITE VISITSSIGNIFICANT BOOKINGS INCLUDE: - AUSTIN MARATHON IN FEBRUARY 2019 BRINGING IN 16,825 RUNNERS. - THE SPRING LEAGUE IN APRIL 2019 BRINGING IN 200 NFL/CFL CALIBER ATHLETES FOR A TWO-WEEK SCOUTING COMBINE. - LGBTQ+ RELATED NATIONAL EVENTS NATIONAL GAY BASKETBALL ASSOCIATION NATIONALS, GAY KICKBALL USA WORLD SERIES, AND THE SOFTBALL AUSTIN OPEN. - US YOUTH SOCCER REGION III PRESIDENT'S CUP IN JUNE 2019 BRINGING IN 4,000+ SOCCER PLAYERS FROM ACROSS THE REGION.LARGE EVENTS HOSTED IN AUSTIN - DELL MATCH PLAY IN MARCH 2019 WITH OVER 12,000 ATTENDEES. - NCAA DI M&W'S OUTDOOR TRACK & FIELD NATIONAL CHAMPIONSHIPS BRINGING IN OVER 2,000 ATHLETES, COACHES, AND ADMINISTRATORS. IN ADDITION, THE EVENT TOTALED OVER 37,000 PEOPLE IN ATTENDANCE OVER THE COURSE OF FOUR DAYS OF COMPETITION.CONVENTION SERVICES PROVIDED MEETING SERVICES TO 2,679 MEETINGS AND PROVIDED 5,265 HOURS OF REGISTRATION STAFFING FOR MEETINGS AND CONVENTIONS. ADDITIONALLY, CONVENTION SERVICES CONDUCTED 113 SITE VISITS AND PLANNING MEETINGS. CONVENTION HOUSING ASSIGNED FOR 10,523 RESERVATIONS. THE TEAM ALSO MET WITH 153 LOCAL BUSINESSES TO EDUCATE THEM ON WORKING WITH THE CONVENTION AND MEETINGS MARKET IN AUSTIN. THE AUSTIN FILM COMMISSION FACILITATED OVER 36,745 PRODUCTION LEADS AND GENERATED 202 LOCATION PACKAGES FOR POTENTIAL PROJECTS. PRODUCTION STARTS WERE AT 61 FOR THE YEAR, LEADING TO 845 PRODUCTION DAYS.AUSTIN'S ESTABLISHED DIGITAL EFFORTS CONTINUED TO GROW: WE HAD 3,207,971 UNIQUE VISITS TO OUR WEBSITE, VISITAUSTIN.ORG. OUR AUSTIN INSIDER BLOG HAD 2,193,343 PAGEVIEWS.LOOKING AT SOCIAL MEDIA MARKETING, FANS ON ALL OUR SOCIAL MEDIA ACCOUNTS COMBINED (FACEBOOK, INSTAGRAM AND TWITTER), INCREASED YOY BY 4%, TOTAL IMPRESSIONS WERE 69.8 MILLION AND WE HAD 893,890 ENGAGEMENTS.INCREASING TRAVELER PREFERENCE AND USE OF DIGITAL MEDIA ALSO EXTENDS TO OUR PUBLICATIONS AS EVIDENCED BY THE NUMBER OF VISITOR GUIDE REQUESTS: 59,591.SUBSCRIBERSHIP FOR OUR LEISURE EMAIL MARKETING PROGRAM CONTINUES TO GROW: WE HAD 273,824 SUBSCRIBERS AS OF SEPTEMBER 2019.PUBLICITY GENERATED BY THE COMMUNICATIONS DEPARTMENT TOTALED A CIRCULATION MEDIA VALUE OF MORE THAN $27 MILLION. IT INCLUDED COVERAGE IN SUCH NATIONAL AND INTERNATIONAL MEDIA OUTLETS AS FORBES, THE TELEGRAPH. FOOD NETWORK, THE TATLER, AND THE NEW YORK TIMES.BUILDING ON THE SUCCESS OF EXPERIENTIAL MARKETING WITH THE AUSTIN AIRSTREAM TRAILER, THE TRAILER HIT THE ROAD AGAIN ON A WEST COAST TOUR MAKING STOPS IN ATLANTA, GA (ATLANTA FOOD AND WINE FESTIVAL), SAN FRANCISCO, CA (AUSTIN SOUND BITES, CUSTOM FOODIE POP UP), AND NEWPORT, RI (NEWPORT FOLK FESTIVAL). RESULTS: - TOTAL OVERALL IMPRESSIONS: 6.7M - ONSITE EVENT IMPRESSIONS: 39K - TOTAL DIGITAL ENGAGEMENTS: 2.8M - EARNED MEDIA IMPRESSIONS: 3.9M - FLYWAY SWEEPSTAKES ENTRIES: 5,736 - VISITAUSTIN.ORG LANDING PAGE VIEWS: 8,742 - HOSTED 5 PERFORMANCES BY AUSTIN-BASED MUSICIANS

MUSIC MARKETING OFFICE PROVIDED BOOKING REFERRALS FOR AUSTIN MUSICIANS FOR 314 EVENTS AND HAD A TOTAL OF 1026 MUSIC INQUIRIES. THE MUSIC OFFICES' KEY ACCOMPLISHMENTS INCLUDE: ATTENDED/HOSTED MEDIA AT AUSTIN CITY LIMITS FESTIVAL, HOT LUCK FOOD & MUSIC FESTIVAL, SOUTH BY SOUTHWEST MUSIC FESTIVAL AND CONFERENCES, LEVITATION MUSIC FESTIVAL. THE VISIT AUSTIN EXPERIENTIAL EVENTS WHICH SAW OVER 6.7MM IMPRESSIONS (DIGITAL / IN PERSON/ EARNED MEDIA), AND FEATURED 5 HIGH-PROFILE PERFORMANCES FROM AUSTIN ARTISTS. IN ADDITION, THE MUSIC OFFICE HOSTED AUSTIN MUSIC SHOWCASES AND PERFORMANCES NATIONALLY IN: NYC, WASHINGTON, D.C., CHICAGO, IL, COLUMBUS, OH, ANAHEIM, CA, SAN FRANCISCO, CA, ATLANTA, GA, PHILADELPHIA, PA, ORLANDO, FL AND MORE AS WELL AS INTERNATIONAL EVENTS IN LONDON (UK), MEXICO CITY (MX), BERLIN (GERMANY) IN CONJUNCTION WITH THE BUREAU'S SALES AND MARKETING EFFORTS. THEY ALSO PARTNERED WITH ACL LIVE IN THEIR LIVE MUSIC SERIES, "THE WINE DOWN, AND THE MUSIC INDUSTRY MANAGER WAS A MEMBER OF THE EQ AUSTIN ADVISORY BOARD.

THE TOURISM DEPARTMENT PARTICIPATED IN TRAVEL TRADESHOWS, SALES MISSIONS, HOSTED EDUCATIONAL FAMILIARIZATION TRIPS AND SITE VISITS TARGETING LEADING DOMESTIC AND INTERNATIONAL TRAVEL TRADE CLIENTS FROM THE USA, CANADA, MEXICO, EUROPE, AUSTRALIA, AND ASIA. THE VISIT AUSTIN TOURISM DEPARTMENT FOCUSED ON ACHIEVING DIRECT GROWTH WITH TOUR PROVIDERS AND PARTNERSHIPS WITH MAJOR INDUSTRY ENTITIES INCLUDING BRAND USA, UNITED STATES TRAVEL ASSOCIATION, AND THE TEXAS TOURISM OFFICE. IN FY 2018-2019, THE TOURISM DEPARTMENT ISSUED PARTNER LEADS AND WAS SUCCESSFUL IN INCREASING PRODUCT IN ALL MARKETS. THE TOURISM STAFF ALSO WORKED WITH THE AUSTIN AIRPORT TO SECURE SERVICE WITH KLM ON A ROUTE FROM AMSTERDAM AND A NORWEGIAN AIRLINES ROUTE FROM PARIS, FRANCE. VISIT AUSTIN'S ADVERTISING EFFORTS CONTINUED TO GENERATE AWARENESS OF AND INTEREST IN AUSTIN AS A TRAVEL DESTINATION THROUGH TARGETED MEDIA CHANNELS AND CREATIVE MESSAGING THAT EMPHASIZED THE LIVE MUSIC CAPITAL OF THE WORLD BRAND. THE CAMPAIGN GENERATED MORE THAN 116MM ONLINE IMPRESSIONS WITH AN AVERAGE CLICK-THROUGH RATE OF .48% COMPARED TO AN INDUSTRY BENCHMARK OF 0.05% ACCORDING TO DOUBLECLICK (GOOGLE DISPLAY ADVERTISING).WITH INCREASED FOCUS ON CONVERSION-DRIVING ADVERTISING TACTICS, THE CAMPAIGN GENERATED +139% LIFT IN FLIGHT BOOKINGS TO AUSTIN AND A 56% INCREASE IN HOTEL REVENUE.

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