Monthly Reporting & Performance Measures March 2022
Conventions – Executive Summary Multi-Hotel (Using Convention Center)
Single Hotel
#
# of Delegates
# of Room Nights
Economic Impact (Millions)
#
# of Delegates
# of Room Nights
Economic Impact (Millions)
Definites
3
10,040
14,017
$25,501,776
96
17,561
42,147
$28,659,552
$54,161,328
Leads/Tentatives
39
154,167
338,824 $315,117,348
282
67,892
180,710
$110,799,744
$425,917,092
Site Tours
11
60,800
127,914 $169,344,946
14
5,503
10,322
$8,980,896
$178,325,842
Lost Business
48
352,505
483,062 $720,520,220
178
73,881
195,178
$120,573,792
$841,094,012
Top Destinations Lost Business To
Top Reasons for Lost Business
#1
Salt Lake City
#1
Overall Package
#2
San Antonio
#2
Convention Center Unavailable
March 2022 VISIT DENVER | www.visitdenver.com
Conventions – Marketing Summary The marketing team launched the first episode of “Business as Unusual” the 2022 conventions campaign with agency of record Karsh Hagan. The 2022 campaign is an extension of 2021’s successful “Business as Unusual” video campaign. The new videos will cover the city’s appeal as a meeting destination in more detail, with a minimum of five new videos planned, covering Hotels, Venues, Dining, Airport and Convention Center. The first episode, on Denver’s creative venues, launched in early March. Paid LinkedIn impressions for March totaled 487,153. Total advertising impressions for March totaled 237,324.
March 2022 VISIT DENVER | www.visitdenver.com
Convention Sales & Destination Services Focus Areas For the month of March Visit Denver exceeded our 2019 lead numbers – this is an example of the strong demand trend for future meetings. Large citywide 2022 groups are meeting but the meetings are much smaller. Currently citywides are tracking at about 50% of pre COVID numbers. Site visits continue to increase which is another good sign. 2023 groups are also in the planning phases and scheduling in depth site tours with large numbers of staff and vendors, which are great opportunities to showcase the City and our partners. Tradeshows and conferences for 2022 are in full swing and the team anticipates attending between 30-40 shows this year. The small and mid size markets continue to see a large number of short term opportunities with the average booking window being within 2years. Research is showing a continued disconnect between planners and attendees. Planners are ready for in person meetings to be back to pre COVID experiences and attendees remain hesitant. For attendees, some of this is due to economy, financial impacts and health concerns. March 2022 VISIT DENVER | www.visitdenver.com
Conventions – Definite/Confirmed Room Nights For the Month
Goal
Actual
60 40 20 0
Room Nights
Thousands
Thousands
Room Nights
Year-to-Date
Goal
City-wide
Total
Actual
150 100 50
Individual
City-wide
Room Nights For the Month
Goal
Actual
Individual
24,659
City-wide Total
0
Total
Individual
Attendance
Estimated Economic Impact
Room Nights Year-to-Date
Goal
Actual
Attendance
Estimated Economic Impact
42,147
17,561
$28.7 million
Individual
75,685
105,834
42,050
$68.6 million
17,241
14,017
10,040
$25.5 million
City-wide
51,723
24,293
24,805
$64.4 million
41,900
56,164
27,601
$54.2 million
Total
127,408
130,127
66,855
$133.1 million
Exhibit A.1.a
March 2022
VISIT DENVER | www.visitdenver.com
Conventions – Lead Room Nights Generated For the Month
Goal
Actual
600 400 200 0
Year-to-Date
Room Nights
Thousands
Thousands
Room Nights
Goal
Actual
1,500 1,000 500
Individual
City-wide
Room Nights For the Month
Goal
Actual
Individual
140,756
City-wide Total
0
Total
Individual
City-wide
Total
Attendance
Estimated Economic Impact
Room Nights Year-toDate
Goal
Actual
Attendance
Estimated Economic Impact
180,710
67,892
$110.8 million
Individual
424,158
439,449
167,503
$273.4 million
207,415
338,824
154,167
$315.1 million
City-wide
622,245
750,250
403,961
$825.7 million
348,171
519,534
222,059
$425.9 million
Total
571,464
$1.1 billion
1,046,403 1,189,699
Exhibit A.2
March 2022
VISIT DENVER | www.visitdenver.com
Conventions – Hotel & Center Leads Generated For the Month
Leads
Goal
Actual
Year-to-Date
Leads
400
800
300
600
200
400
100
200
0
Individual
City-wide
0
Total
Individual
Goal
City-wide
Actual
Total
Leads For the Month
Goal
Actual
Leads Year-to-Date
Goal
Actual
Individual
194
282
Individual
594
688
City-wide
34
39
City-wide
100
108
Total
228
321
Total
694
796
Exhibit A.2
March 2022
VISIT DENVER | www.visitdenver.com
Conventions – Customer Service Evaluations January
February
March
April
May
June
July
August
September
October
November December
Sales Professionalism Responsiveness Knowledge Lead Service
0% 0% 0% 0%
100% 100% 100% 100%
100% 100% 100% 100%
0% 0% 0%
100% 100% 100%
100% 100% 100%
0%
100%
100%
0%
100%
100%
3
3
Services Professionalism Responsiveness Knowledge Lead & Referral Service Overall Quality of Service Number of Surveys Completed
0
Immediately following a convention or meeting in Denver, the meeting planner is sent a survey regarding their experience with VISIT DENVER's Sales and Service staff and effort.
Source: VISIT DENVER Post-Convention Surveys
Exhibit B
March 2022
VISIT DENVER | www.visitdenver.com
Conventions – Denver’s Destination Image
Source: VISIT DENVER Post-Convention Surveys – 2022 1st Quarter Number of surveys sampled: 11
Exhibit B
Q1 2022
VISIT DENVER | www.visitdenver.com
Tourism – Sales & Marketing Summary International:
United Airlines flights between Denver International Airport (DEN) and London's Heathrow Airport (LHR) resumed on March 5, 2022.
Tradeshows/Sales Missions: (3 tradeshows YTD) o Brand USA (The Americas): 10 virtual appointments with travel trade companies from Canada, Mexico, Panama and Peru.
Travel Trade Trainings (3 YTD) o Air France: 3 separate webinars for a total of 217 sales staff and travel trade participants from across Europe.
Site Inspections (1 YTD) o Colorado Tourism Office (France, Mexico, UK): Four in-market representatives from France, Mexico & UK.
New Programs (5 YTD) o Premier Holidays (UK): Three different Rocky Mountaineer group tours o CRD International Gmbh (Germany): Rocky Mountaineer FIT tour
Marketing Initiatives (11 marketing initiatives YTD) o Brand USA VisitTheUSA.com (Global): 6,746 website impressions. (ongoing initiative) o Visit USA Association (UK): 113 website impressions. (ongoing initiative)
Domestic & Canada:
New Programs (2 YTD) o American Classic Tours (IL): Rocky Mountaineer tour with two dates in 2022. Exhibit A.B
March 2022
VISIT DENVER | www.visitdenver.com
For the Month
Year-to-Date
Goal
Goal
Actual
2
Thousands
Thousands
Tourism – Leisure Room Nights
1
Actual
15 10
1
5
0
0
Room Nights Year-to-Date
Room Nights in March
Room Nights for the Month
Goal
Actual
Room Nights Year-to-Date
Annual Goal
Actual
February
1,500
20^
YTD
18,000
100^
The monthly results can fluctuate from projections because the majority of international and domestic group room nights are obtained in Q3-Q4 by self-reporting of consumed room nights from clients; and only 15-20 percent of active clients provide room night results. Room nights reported as part of domestic leisure Online Travel Agency (OTA) programs on Expedia, which were reported as part of this goal in 2021, will continue to be tracked, but do not accrue to the annual Room Night Bookings goal.
Exhibit A.B.1 March 2022 VISIT DENVER | www.visitdenver.com
Tourism – Results & Economic Impact
*The source for Domestic Programs/Promotions are self-reported from VISIT DENVER partner hotels and represent bookings from self-submitted deals on the VISIT DENVER website and other promotional programs. **Sources for economic impact are Longwoods International, National Tour Association, and US Department of Commerce/US Travel Association. ^Room nights reported as part of Online Travel Agency (OTA) programs on Expedia are tracked, but do not accrue to the annual Room Night Bookings goal. Room Night Bookings: Number of group and individual hotel room nights generated by Bureau tourism sales efforts. Figures provided by Denver hotels and tour operators with a 20-30% response rate for reporting. Impressions: Number of travel trade and media exposed to Denver information via tradeshows, sales missions, trainings and marketing initiatives. Lead & Referrals: Partner leads for definite future leisure business generated by Bureau tourism sales & marketing efforts to the domestic group and international travel trade and distributed to Bureau Partners Contacts: Sales contacts generated with domestic and international travel trade representatives to increase leisure visitors to Denver. Travel Programs: New Denver travel package or Denver itinerary developed and included in a travel trade company's sales efforts.
Exhibit A.B.1 March 2022 VISIT DENVER | www.visitdenver.com
Domestic Leisure Marketing Summary DOMESTIC LEISURE CONSUMER MARKETING Regional Marketing o Total advertising impressions for the month: 16,511,912 o The regional “always on” campaign continued in March, promoting nine events including top cultural and music events Denver Restaurant Week o Denver Restaurant Week (DRW) took place from March 11-20 and was a success by all accounts o The program kicked off with a press conference with Mayor Hancock and celebrity chefs on March 10 o 197 restaurants participated, nearly equal to our 2021 program o Nearly 120,000 special price meals were served o Nearly $5.8 million was spent at participating restaurants, delivering a much-needed economic boost o The DRW website received more than 1.6 million pageviews o A post-DRW survey revealed a high degree of satisfaction with this year’s program Online Travel Agent (OTA) Marketing Co-ops: o VISIT DENVER continued its successful OTA co-op in March, though only on Expedia. Priceline was dropped due to poor performance. The co-op promotes reasons to visit Denver, in addition to hotel property listings. o Room nights for March: 15,425 o Revenue for March: $3,080,770 Mile High Culture Pass: o Returning in April 2022. Denver CityPASS: o 230 tickets sold in March via VISITDENVER.com v. 155 sales in March 2021. Year-to-date sales totals 350 tickets.
Exhibit A.B
March 2022
VISIT DENVER | www.visitdenver.com
Domestic Leisure Marketing Summary (con’t) Marketing o The marketing team held the second Marketing Advisory Committee meeting of 2022 on March 3, featuring a presentation from Andrea Dowdy, Executive Director of the Denver Colfax Marathon. VISIT DENVER’s VP of Marketing presented on new digital measurement tools and VISIT DENVER’s updated 2022 advertising plans. o The team began the implementation of a new technology platform called Adara that allows us to see the amount of money spent on hotels by consumers who see our advertising. The system tracked bookings from the March media campaign, which generated more than $117k in revenue and more than 330 bookings. Interactive
o Total monthly visits to all websites and mobile apps in March were 872,051 visits, which is up 129% from March 2021. Social Media
o Total paid social media ad impressions (Facebook and Instagram) were 8,574,265 in the month of March. o The social media team partnered with the Colorado Rockies on a giveaway for opening weekend tickets that generated more than 900 entries
March 2022 VISIT DENVER | www.visitdenver.com
Marketing – Executive Summary Continued…
PR/Communications
o This year, DEN will welcome more international non-stop flights than any time in its history. As global COVID travel restrictions continue to loosen, the VISIT DENVER PR team is helping to inspire new travel demand with earned media coverage in countries offering non-stop access to Denver. As part of these efforts, the PR team attended international media marketplaces in Berlin, London and Paris, logging a total of 72 face-to-face meetings with top tier journalists in each market.
March 2022 VISIT DENVER | www.visitdenver.com
Public Relations – Earned Media Value For the Month 2022
2021
$2
Millions
Millions
2021
Year-to-Date
$1 $1 $0
2022
$6 $4 $2 $0
Total Publicity Value* in March
Total Publicity Value* Year-to-Date
Total Publicity Value For the Month
2021
2022
Total Publicity Value Year-to-Date
2021
2022
March
$940,688
$1,052,719
March
$2,088,239
$4,272,754
*This metric measures the value of print, broadcast and internet editorial coverage that is positive to the bureau and was assisted by the PR staff (nonadvertising), which is provided by Cision, Burrelles Luce, PR Newswire and TV Eyes in 2022.
Exhibit A.C.1 March 2022 VISIT DENVER | www.visitdenver.com
Interactive Touchpoints For the Month 2022
2021
6,000
Thousands
Thousands
2021
Year-to-Date
4,000 2,000 0
Interactive Touchpoints* in March
10,000 8,000 6,000 4,000 2,000 0
2022
Interactive Touchpoints* Year-to-Date
Interactive Touchpoints For the Month
2021
2022
Interactive Touchpoints Year-to-Date
2021
2022
March
1,184,031
5,412,132
March
3,594,721
8,047,313
*Touchpoints are a rollup of visits to the VISITDENVER.com desktop and mobile sites, uses of the VISIT DENVER mobile app and social media interactions (Facebook engagements, video views and Instagram engagements).
Exhibit A.D.1 March 2022 VISIT DENVER | www.visitdenver.com
Website Visits 2021 2022
990
Thousands
Thousands
Website Visits & App Downloads
890 790 690 590 490 390
377
290 190
Jan
381
329
Feb
Bounce Rate
Website Visits by Channel
730 680 630 580 530 480 430 380 330 280 230 180 130 80 30
Desktop (2021)
Mobile & Tablet (2022)
Mobile & Tablet (2021)
Jan
Mar
Time on Site (in minutes)
Desktop (2022)
Feb
Pages per Visit
Fiscal Year
YTD Average
Fiscal Year
YTD Average
Fiscal Year
YTD Average
2021
47.66%
2021
2:17
2021
2.03
2022
44.86%
2022
2:42
2022
2.42
% CHANGE
-5.9%
% CHANGE
+18.2%
% CHANGE
+19.2%
Mar
Mobile App Downloads – Feb. iOS
1
Android
0
Total
1
Exhibit A.D.1.a March 2022 VISIT DENVER | www.visitdenver.com
Social Media
Thousands
YOY Engagement & Video Views 1,200 1,000 2022 FB Engagement
800
2021 FB Engagement
600
2022 Instagram Engagement
400
2021 Instagram Engagement
200 0
2022 Overall Video Views Jan
Feb
March
2021 Overall Video Views
Social Media Statistics
Totals
Facebook Engagements – current YTD total
509,152
Facebook Engagements - new (March)
291,249
Instagram Engagements – current YTD total
42,686
Instagram Engagements – new (March)
13,562
Overall Video Views – current YTD total
5,672,420
Overall Video Views – new (February)
4,235,270
*November Instagram engagements have a reporting error.
Exhibit A.D.1.b &c March 2022 VISIT DENVER | www.visitdenver.com
Tourist Inquiry Touchpoints For the Month 2021
Year-to-Date
2022
2021
6,000,000 4,000,000 2,000,000 0
Tourist Info Touchpoints* in March
10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0
2022
Tourist Info Touchpoints* YTD
Tourist Information Touchpoints For the Month
2021
2022
Tourist Information Touchpoints Year-to-Date
2021
2022
March
1,188,343
5,423,394
March
3,607,770
8,080,524
Note: Downtown and DEN tourist information centers have been closed since mid-March 2020. *Touchpoints are a rollup of visits to the four Tourist Information Centers, requests for the Official Visitors Guide, calls to the toll-free number and the aforementioned Interactive Impressions number.
Exhibit A.D.2 March 2022 VISIT DENVER | www.visitdenver.com
Tourist Assistance & Guide Requests
Print Visitor Guide Requests
3
2021
2021
2022 Thousands
Thousands
Tourist Information Center Contacts
2 2
2022
11 10 9 8 7 6
1
5 4
1
3 2
0
1 Jan
Feb
Mar
Jan
Feb
Mar
Note: Downtown and DEN tourist information centers have been closed since mid-March 2020.
Exhibit A.D.2.a & b March 2022 VISIT DENVER | www.visitdenver.com
Most Visited Website Pages Top 10 Website Pages Rank
Page Name
# of views
1
Denver Restaurant Week Menus (Grid View)
378,903
2
Denver Restaurant Week
151,493
3
Homepage
93,213
4
Denver's Biggest Events for 2022
69,088
5
Things To Do
59,413
6
Events and Things to Do This Weekend
45,020
7
Events in Denver
34,924
8
Must-See & Do Denver
33,171
9
Denver Airport Rail
29,260
10
Red Rocks Amphitheatre
27,081 Exhibit B March 2022 VISIT DENVER | www.visitdenver.com
Website Local Referrals
Referring Website
To Website
Unique Visits
Flydenver.com
VISITDENVER.com
0
Denvergov.org
VISITDENVER.com
266
Total
266
Note: Data for traffic from VISITDENVER.com to City sites must come from City’s IT Department & DEN
Program Running Totals
Subscribers
Open Rate
Denver 2-for-1 TIX
17,233
No March e-mail
Discover Denver
104,111
32.60%
Exhibit B March 2022 VISIT DENVER | www.visitdenver.com