MEETINGS & CONVENTIONS 2013-2014 SALES PLAN Prepared by: Janet Roach, Meetings & Conventions Director GOAL: Generate 7,100 definite room nights from 65 leads generated through multiple efforts, representing a 5% increase. STRATEGIES: Attend and exhibit at 15 educational conferences and tradeshows, organize sales missions and host client events with concentrated efforts primarily in Florida and the Southeastern United States. Events selected attract meeting professionals that organize meetings and conferences best suited for the facilities (hotels and meeting venues) available in Tallahassee/Leon County. Corporate events & trade [Meetings Professionals International (MPI),VIP Atlanta] events & trade shows [Florida Society of Executives (FSAE), Tallahassee Society of Executives (TSAE), Connect Marketplace] Social, Military, Educational, Religious and Fraternal (SMERF) market events tradeshows [Rejuvenate & Small Market Meetings] Government market events & trade shows [Society of Government Meeting Professionals (SGMP) Regional] Maintain working relationships with local industry partners so they involve Visit Tallahassee and its resources in securing business in Leon County. Encourage partners to refer us when they are unable to accommodate a client's meeting requirement so that we can then contact the client and assist in finding an available Tallahassee property that fits the group s needs. Promote co-op opportunities to partners for increased exposure and maximize available marketing resources. Encourage local industry partners to utilize the Transportation Fund, Bid Pool and Special Event Grant Programs as ways of giving Tallahassee a competitive advantage over other destinations and address the concern of lack of hotel rooms attached to convention space. Conduct meetings with key contacts at area meeting venues/hotels throughout the year to maintain close relationships, exchange ideas and information. 1
Assist meeting planners with all aspects of their request for proposals. Disburse qualified leads to appropriate meeting venues and hotels. Provide information on Visit Tallahassee s complimentary services. Promote the Transportation Fund, Bid Pool and Special Event Grant Programs, providing Tallahassee an advantage over other destinations. Organize and conduct site visits Host a Familiarization Tour and showcase Tallahassee s meeting venues and other assets for meeting planners/decision makers from, Government and SMERF segments. Host two Meetings and Conventions Forums where industry suppliers discuss ideas and issues. Ideally these would be held in February and September to aid in preparation of marketing plans. Collaborate with the Marketing Communications Department/Agency in developing promotional materials, packages and incentive programs that showcase Tallahassee. Promote partner special values on www.visittallahassee.com to meeting planners Distribute email blasts to, Corporate, Government and SMERF market segments promoting need dates, new developments and funding resources. Increase visibility at local tradeshows by partnering with tradeshow organizers to create a Tallahassee" aisle for greater destination impact. Maximize our partnership with VISIT FLORIDA by participating in sales missions and events for, Corporate and SMERF market segments. Attend and participate in Florida Encounter, an appointment based tradeshow Co-sponsor VIP Atlanta attended by 100 Atlanta-based meeting professionals. Prospect and utilize appropriate leads from VISIT FLORIDA conferences and events not attended. Explore feasibility of collaborating with the Leisure Sales and Communications Departments to conduct a sales mission in a core source market based on industry input and business potential. Mission would include industry partners and target meeting planners from corporate, association and third party organizations. Evaluate educational conferences, tradeshows, sales missions and hosted events based on the following factors. Quantity of qualified appointments and attendees 2
Inquires/leads generated Receptivity of message and interest in destination Room nights and direct spending generated Potential for future bookings GOAL: Create and implement a campaign "Keep Your Meetings Home" targeting local meeting professionals STRATEGIES: Maximize local resources by formalizing and promoting a program to local associations and government groups head-quartered in Tallahassee utilizing telemarketing, sales calls, networking and trade shows. The program raises awareness of the meeting facilities in Tallahassee and the cost benefits of holding meetings here instead of traveling elsewhere. Promote Tallahassee, its venues and other assets though sponsorship opportunities and attending local trade shows and events. Tallahassee Society of Executives (TSAE) Monthly Luncheons and Symposium and Expo Florida Meeting Showcase Tradeshow Meetings Professionals International (MPI) North Florida Meetings Society of Government Meeting Professionals (SGMP) Monthly Meetings Initiate a partnership with Florida State University (FSU) Conference Center to host seminars for FSU administrators and faculty outlining funding resources and services offered by Visit Tallahassee for meeting and convention groups as well as with Florida Agriculture & Mechanical University and Tallahassee Community College. Target local chapters of national and regional associations especially those related to niche markets such as religious, fraternal and environmental groups. CUSTOMER SERVICE/HOSPITALITY EDUCATION GOAL: Create four educational seminars focusing on customer & quality service for front-line hospitality industry staff and related professionals STRATEGIES: Offer customized training for employees who have direct visitor interaction on a regular and ongoing basis -- event organizers, event volunteers, valet companies, transportation companies, shopping malls, major events, attractions, sporting facilities, municipalities, restaurants and hotels as appropriate. 3
Develop an interactive presentation in partnership with local state holders for use by audiences less likely to attend traditional training workshops such as taxi drivers. 4
FY2014 Budget Summary Meetings & Conventions FY 2012-2013 FY 2013-2014 Other Contractual Services $ - Other Contractual Services $ - Travel & Per Diem 15,716 Travel & Per Diem 13,388 Postage - Postage - Rental & Leases - Rental & Leases - Printing & Binding - Printing & Binding - Promotional Activities - Promotional Activities - TDC Merchandise - TDC Merchandise - TDC Direct Sales & Promotions 24,962 TDC Direct Sales & Promotions 26,440 TDC Community Relations 3,400 TDC Community Relations 4,400 Other Current Charges 40,000 Other Current Charges 30,000 Uniforms - Uniforms - Publications, Memberships 1,400 Publications, Memberships 1,440 Training 1,000 Training 1,000 Sponsorships & Contributions 4,900 Sponsorships & Contributions 4,750 Sub-total Operating $91,378 Sub-total Operating $81,418 Industry Participation 6,833 Industry Participation 4,534 Total Budget $84,545.00 Total Budget $76,884.00 Notes/Comments: Other Current Charges account includes Bid Pool for meetings ($10,000) and the Transportation Assistance funds for meetings ($20,000) The bulk of the reduction in Industry Participation is due to the removal of the TSAE Power Luncheon sponsorship for August. 5
FY2014 Travel & Show Budget Meetings & Conventions Target Show Travel Industry Net Month Event Date(s) Location Market Cost Cost Participation Cost October Small Market Meetings 10/6-8, 2013 Sioux Falls, SD October TSAE Education Day 10/16/2013 Tallahassee, FL SMERF & Meeting 1,600 1,800 3,400 1,100 (734) 366 October Rejuvenate 10/28-30, 2013 Daytona Beach, FL Religious 2,500 1,000 3,500 November FSAE Meet & Greet TBD TBA, Florida FL 50 500 December Florida Encounter 12/4-7, 2013 Palm Beach, FL February Destination Showcase TBD Washington, DC February XSite 2/18/2014 Tallahassee, FL April VIP Atlanta / Visit Florida TBD Atlanta, GA April MPI NF Jax Meeting & Blitz TBD Jacksonville, FL May Capital Events Tradeshow TBD Tallahassee, FL June Sales Mission TBD Atlanta, D.C or Charlotte 2,050 1,188 3,222 & Government 3,700 2,000 5,700 Government & - 1,300 800 2,100 250 500 (600) 150 Government & 850 (350) Corporate, Government & 2,500 1,000 (1650) 1850 July FSAE Annual Meeting TBD TBA, Florida FL 560 1,000 1,560 August MPI SEC TBD TBA, Southeast 500 1,000 1,500 August Connect Marketplace TBD TBA 2,500 1,600 4,100 August Florida Meeting Showcase TBD Tallahassee, FL & Government 850 850 September SGMP Regional Conference TBD Atlanta, GA Government 650 1,000 1,650 Fall FAM TBD Tallahassee, FL, Corporate, SMERF & Gov't Year Round SGMP Capital City Chapter Meeting Every 3rd Tuesday Every 3rd Tuesday Government 150 (600) (450) Year Round Year Round MPI North Florida Tallahassee Meetings TSAE Power Luncheons Every Other 2nd Every 3rd Every Other 2nd Every 3rd 5,000 180 (600) (420) 150 150 Total 26,440 13,388 (4,534) 29,244 6