ACVB BOARD OF DIRECTORS MEETING
Thursday, February 26, 2026
The Gathering Spot
Call to Order
Erica Qualls-Battey Chair, Board of Directors
TK Petersen
CFO l The Gathering Spot
Destination Report
EVP/CSO
Charlene Lopez
Atlanta Hotel Occupancy
December YTD (Full Year)
Key Sales Activity
Meetings
Industry Council
Sports Events
and Tourism Association
March 12-13
Denver
April 20-23 Las Vegas
IAEE Women’s
Leadership Forum
April 27 National Harbor, MD
Destinations
International Sales & Services
Summit
April 27-29 Dallas
Centennial Yards Update
Brian McGowan
President, Centennial Yards Company
• Opened December 1st
• Operated by CIM Group Hospitality Division
• 292 Rooms
• 15,000 SF Outdoor Event Space
• 8,000 SF Glass-Encased Ballroom
• Two Restaurants Currently Opened:
• Zephyr
• Bar Z
• Opened September 1st
• Operated by CIM Group Residential Division
• 304 Units
• Event Space with Catering Kitchen
• Co-Working Space
• Amenity Deck with Pool
• Three Restaurants at the Base:
• Khao Thai (Concept by 26 Thai)
• Busy Bee
• The City of Atlanta established an overlay signage district for Centennial Yards.
• 21 digital signs located between The Mitchell, Hotel Phoenix, and the Entertainment District.
2025 MARKETING METRICS
2025 Topline Metrics
Website traffic
• 9.6 million sessions (+60% vs 2024)
• 14.6 million page views (+44% vs 2024)
Social media
• 177.4 million impressions (+17% vs 2024)
• 6.4 million engagements (-10% vs 2024)
Budget
• $5 million total (+9% vs 2024)
• $1.6 million media (+70% vs 2024)
2025 FIFA EFFECT
2026 FIFA MEDIA PLAN
2026 FIFA MEDIA PLAN
AWARENESS
OBJECTIVE
DEFINE ATL AND BOOST BRAND AWARENESS
TARGET MARKETS
CONSIDERATION CONVERSION
OBJECTIVE
REMOVE FRICTIONS AND IMPULSE DECISION
OBJECTIVE EASE THE DECISION AND TRIP PREPARATION
Domestic: SE 4+hour Drive Markets; Austin; Chicago; Dallas; Washington, D.C.; New York; Los Angeles
International: Spain (Madrid, Barcelona/Catalunya); UK (London, Manchester/Liverpool, Edinburgh); France (Paris, Marseille, Nice); Morocco (Marrakech); Argentina (Buenos Aires) ; Brazil (Sao Paulo, Rio de Janeiro)
TARGET AUDIENCES
Domestic:
Interests: Vacations, Major League Soccer, UEFA Champions League, Premier League, LaLiga, Serie A, Bundesliga, Ligue 1,
UEFA Europa League, FIFA Club World Cup, FIFA, Cabo Verde, Haiti
Behaviors: Frequent Travelers
International: Interests: FIFA World Cup, FIFA, Football, Travel. Spain and France – target Morocco National team supporters
Behaviors: Frequent Travelers to football tournaments/away from home matches
2026 FIFA MEDIA PLAN EXECUTION
CHANNELS
Social Media: Meta, TikTok, YouTube, Reddit, Pinterest
Digital: Display, PPC, BBC.COM
OOH: UK only
ASSETS*
Display ads
Video
Stories
Discover Atlanta FIFA Microsite
* all assets translated and localized
LANGUAGE / LOCALIZATION
English
Spanish, Spanish ARG, Spanish LATAM
French
Arabic
Portuguese BRA
DA.COM FIFA MICROSITE CONTENT
Comprehensive editorial calendar leading up to and during the tournament - things to do, day trips, getting around, neighborhoods
SOCIAL MEDIA INFLUENCER FAM
Bring two groups of four influencers, representing eight international markets to attend one of the USMNT friendly matches in March. Includes attractions, dining and cultural experiences.
MEN IN BLAZERS (MIB)
MIB crowdsourced neighborhood guides.
Promoted on MIB Channels
President’s Report
William Pate President and CEO
Old Business
New Business
