CVB Outlook 2004 Doug Price Senior Vice President IACVB

Branding Destinations Perceptions and Perspectives related to the entire Convention & Visitors Bureaus industry from a stakeholders point of view. The development of an “Official Promise” for the entire CVB industry that will enhance its reputation, recognition and success.

Branding Destinations The purpose of the Brand Leadership Campaign is to identify, develop, maintain and enhance CVBs distinctive characteristics, which are intended to be translated into unique perception and advantages for individual destinations.

In order to be distinctive, CVBs must be perceived as: Separate - not being the same Different - in nature or quality Prominent - clear to the senses Special - quality, style, attractiveness Superiority - notable, expert Conspicuous - eminent, excellence

Branding Destinations The promise should serve as the “guiding star” for everything a destination does. Its primary purpose is to communicate clearly what a brand stands for in the minds of the stakeholders (employees, visitors, influencers, agents, representatives, etc.) who are associated with the CVB.

Performance Metrics

Performance Measures Leads Generated Referrals Generated Gross Advertising Impressions # of Media/PR Calls # of Web User Sessions # Brochure Requests # Coupons Redeemed Industry Indications Occupancy: RevPar Attractions Receipts De-Planements Average Restaurant Check

Health of Tourism CVBs Overall Reflect Economy 85% -75% Rule Over 75% of Funding from Hotel Occupancy Taxes

Health of Tourism 2004 GDP Growth US – 4.0% Europe – 2.0% Great Britain - 2.8% China – 7.5% Dollar Will Remain Somewhat Weak 44 Convention Center Expansions 22 New Centers

Trends in US Market Segments Leisure Travel 2004 Leisure Travel to Grow 3.2% 2004 Conventions – Attendance Increase by 4% Overall Number of Conventions Will Remain Flat Corporate Business Trips – Increase 4.2% in 2004

Convention Center Expansion Second & Third Tier Cities Will Compete with First Tier Cities Pieces of Business Increased Supply of Convention Center Space

Class of 2007 Iraq has Always Been a Problem “Ctrl Alt Del” is as Basic as “ABC” Paul Newman Has Always Made Salad Dressing An Automatic is a Weapon, Not a Transmission Gas Has Always Been Unleaded Computers Have Always Fit in A Backpack Datsuns Have Never Been Made

“Predictions are Difficult, Especially When You are Talking About the Future” Yogi Bera