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Business Development Plan 2015
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Contents Mission Statement .................................................................................................................................... 5
Executive Summary ................................................................................................................................... 5
Tourism Impact ......................................................................................................................................... 5
Pure Michigan Marketing Impact on Economy ........................................................................................ 5
Future of the Destination Marketing Organization .................................................................................. 5
Destination Branding ................................................................................................................................ 6
Experience Grand Rapids the Voice for Tourism ...................................................................................... 6
Destination Product Expansion ................................................................................................................. 7
2015 Tourism Forecasts ............................................................................................................................ 7
Marketing ...................................................................................................................................................... 7
Brand pillars .............................................................................................................................................. 7
Four Strategies for Destination Marketing ............................................................................................... 8
Media Strategy .......................................................................................................................................... 9
Decision-Making Trends.......................................................................................................................... 10
Buyers are self-educating ....................................................................................................................... 10
Travelers .................................................................................................................................................. 11
Group Sales ................................................................................................................................................. 12
Marketplace Trends ................................................................................................................................ 12
Review of Sales Initiatives ....................................................................................................................... 12
Other initiatives benefiting our sales efforts: ......................................................................................... 13
2015 Sales Goals ..................................................................................................................................... 14
Measurement.......................................................................................................................................... 15
2015 Sales Activity Calendar ................................................................................................................... 15
Four Corner 2014 Activities .................................................................................................................... 15
Convention Services ................................................................................................................................ 16
Convention Services Measurement ........................................................................................................ 16
Information Technology .............................................................................................................................. 17
Strategies: ............................................................................................................................................... 17
Financial Investment ................................................................................................................................... 19
Figures and Resources ................................................................................................................................ 20
Figure 1: 2013- 2015 Strategic Plan Overview ........................................................................................ 20
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Figure 2: Kent County Hotel Performance .............................................................................................. 21
Figure 3: Competitive Analysis ................................................................................................................ 21
Figure 4: Kent County Hotel Room Revenue ......................................................................................... 22
Figure 5: Group Room Nights.................................................................................................................. 22
Figure 6: Client Site Visits ........................................................................................................................ 23
Figure 7: Grand Rapids Pace Target 2014-2021 ...................................................................................... 23
Figure 8: Grand Rapids Market Segment Analysis .................................................................................. 24
Figure 10: Future Bookings by Market Segment 2015-2020 .................................................................. 25
Figure 11: 2015 Special Events and Groups 500+ Peak Rooms .............................................................. 26
Figure 12: 2015 Group Sales Activity Calendar ....................................................................................... 28
Figure 13: Experience Grand Rapids Commonly Used Acronyms ........................................................... 30
Figure 14: Map of Competitive Cities ..................................................................................................... 31
Figure 15: Convention Peer Set .............................................................................................................. 31
Figure 16: Group Attendees Hosted ....................................................................................................... 32
Figure 17: Groups Serviced Annually ...................................................................................................... 32
Figure 18: Group Satisfaction.................................................................................................................. 33
Figure 19: Website Traffic Metrics .......................................................................................................... 33
Figure 20: Website Demographics .......................................................................................................... 34
Figure 21: Facebook Demographics ........................................................................................................ 35
Figure 22: Twitter Demographics............................................................................................................ 36
Figure 23: SEO Rank ................................................................................................................................ 37
Figure 24: Marketing Media Plan ............................................................................................................ 38
Figure 25: EXGR Public Relations Efforts January- December, 2014 ...................................................... 40
Figure 26: Grand Rapids in the News- By State ...................................................................................... 40
Figure 27: Grand Rapids in the News- By Category ................................................................................ 41
Figure 28: Kent County Visitor Spending ................................................................................................ 41
Figure 29: Kent County Visitor Traffic ..................................................................................................... 42
Figure 30: Longwoods Pure Michigan Advertising Evaluation March 2014 ........................................... 42
Figure 31: DMAI Major Findings of Trends and Strategies ..................................................................... 43
Figure 32: Generational Travel Trends ................................................................................................... 44
Figure 33: Grand Rapids Recognitions .................................................................................................... 45
Figure 34: Experience Grand Rapids Recognitions ................................................................................. 46
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Figure 35: Experience Grand Rapids Staff Directory ............................................................................... 47
Endnotes ..................................................................................................................................................... 48
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Overview Mission Statement The mission of Experience Grand Rapids is to lead the marketing of Grand Rapids/Kent County as a
premier convention & visitor destination providing a significant positive impact to the West Michigan
economy.
Executive Summary Experience Grand Rapids (EXGR), the area’s official destination marketing organization (DMO), efforts to
promote the area continue to yield positive results. One key indicator of success is hotel revenue; year-
over-year it continues to exceed previous record levels. All key hotel revenue metrics are demonstrating
positive increases: occupancy, Rev Par and ADR.1
Experience Grand Rapids’ role in destination promotion and efforts to build a visitor-centric community
transcend tourism as it attracts business investment and influences relocation to the area. EXGR is an
economic engine whose focus is on long-term demand-generation and brand management for the
destination.
Tourism Impact Travel and tourism generates economic impact for state and local governments and communities. In
2013, tourism spending in Kent County measured $1.53 Billion, an increase of 30% over 2012. Kent
County tourism continues to rank as the second highest county in Michigan.
Pure Michigan Marketing Impact on Economy Michigan’s smart investment in Pure Michigan continues to yield a strong return on investment. Travel
promotion strengthens economic vitality and leads to increased visitors, increased visitor spending, new
jobs and tax revenues.
During 2013, Michigan invested $13 million in national Pure Michigan marketing. Research found that
this investment along with their regional and partnership ads attracted 4 million visitors to Michigan,
generating $86.5 million in tax revenue. 2
During 2013, Experience Grand Rapids invested $650,000 in Pure Michigan advertising. Together with
matching dollars from the state $1.3 million was spent to air the Grand Rapids Pure MI TV commercial.
Research found that this investment generated 531,000 incremental visits to the area, generating an
impact of $161 million to the local economy. 3
Future of the Destination Marketing Organization Destination NEXT, phase one of a strategic roadmap for the next generation of destination marketing,
was just released by Destination Marketing Association International (DMAI). This ongoing study will
provide DMOs with strategies and actions for sustainable success for the future.4
The Destination NEXT analysis concluded that DMOs have three transformational opportunities to
navigate the changing world. DMOs will need to address all three areas, as they are highly interrelated.
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1. Dealing with the new marketplace and a communication shift from broadcast to engagement. 2. Building and protecting the destination brand by advocacy for the destination, emphasis on
building a visitor-centric community and as a cultural champion. 3. Evolving the DMO business model with collaboration and partnerships.
Destination NEXT identified a total of 64 trends with 20 trends identified as having a major impact on
DMOs. (Figure #31, Top 20 trends, pg. 11, destination next) The majority of the top 20 involves the
collective impact of:
1. The rapid adoption of smart technology 2. Growing prominence of social media 3. The changing expectations and requirements of customers
Destination Branding Destinations are now as much an emotional and intellectual experience as they are a physical place. To
be successful in today’s changing marketplace destinations need leadership and management to not just
deliver remarkable physical experiences, but to create and deliver a uniquely compelling brand essence
that manifests at each visitor engagement point. Brands are the synthesis of perceived community,
industry and marketplace realities. Shaping them into an authentic and compelling compilation of
experiences and stories takes leadership and vision and DMOs must play a shared leadership role in
managing their destination brands.
This transforms the DMO role from tourism transaction broker between marketplace and the industry to
one of destination manager synthesizing the needs of the community, the marketplace, and the industry
into a rich destination message. 5
Grand Rapids has a unique personality. The essence of its personality is the innovative pioneering spirit
of its people. This was unveiled in the “Art of Collaboration” video launched in fall in 2013. Together
with the community EXGR has an opportunity to share this with all visitors.
Experience Grand Rapids the Voice for Tourism Experience Grand Rapids is the advocate for the importance of tourism to the community. Goal one of
the strategic plan identifies the importance of public relations within the community. The goal is to
enhance the awareness, relevancy and support of EXGR and the region’s visitor economy with succinct
messages on the value of tourism. Efforts include local presentations, media releases and story
development. 6
During 2014 we continued a successful focused approach to publicizing conventions while they are
convening in Grand Rapids. This enhances the awareness of the efforts of Experience Grand Rapids to
attract the conventions, local community members who assisted with the booking process, promotes
the value of conventions and visitors and offers these select groups additional exposure.
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Destination Product Expansion Continued enhancements in 2014 to the Grand Rapids area make the destination more attractive to
visit.
1. Enhanced visitor welcome space at Gerald R. Ford International Airport 2. Hotel renovations 3. Go Site (pop-up and December 2014 opening) 4. Grand Rapids Drive 5. Lonely Planet 2014 #1 Travel Destination 6. Expanded air service 7. Craft beer expansions 8. Art Van Sports Complex 9. The Rapid Silver Line
2015 Tourism Forecasts According to US Travel Association the outlook for business travel continues to brighten, summer
tourism was strong and US hotels continue to report good numbers.
Tourism success in Kent County is on pace to exceed or mirror national trends. Looking ahead during
2015 both Smith Travel Research (STR) and PKF predict small increases to hotel supply, demand growth
between 2.2 – 2.9% and increases of 4.9% to Rev Par. Both sources predict that hotel growth will peak in
2016 or 2017. 78
Marketing Experience Grand Rapids is the official destination marketing organization and provides brand
leadership for the community. The team recognizes the opportunity to adjust to the changing
marketplace and adjust the destination brand that reflects the synthesis of the needs of the community,
the marketplace, and the industry into a rich destination message.
Year over year increases in Website usage and increased engagement with social followers
demonstrates that the investment in quality content is working. During 2015 a new Experience Grand
Rapids Website will launch that reflects the latest in destination marketing, built with the latest
technologies and reflecting the changing needs of the consumer to expand the reach of the destination
message to new potential travelers.
A key competitive advantage exists for destination marketers who “think like a travel writer, package
like a theme park and deliver like a four-star hotel”. (Doug Lansky, Governors Conference on Tourism).
Brand pillars Over the past several years the destination marketing messages have been focused on key brand pillars
that align with the drivers of tourism. Future efforts in content marketing will be driven around the
successful pillars. A new Website will allow for users to personalize their searches and find more key
reasons to be inspired to visit.
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Advertising campaigns will remain centered on the brand pillars: food, art, craft beer, entertainment and
family travel. Grand Rapids has the product to deliver on these campaigns. Travelers are seeking
authentic local experiences. Culinary tourism, beer tourism and arts tourism all hold potential to deliver
authentic experiences.
Four Strategies for Destination Marketing 1. Content Marketing – A strategic marketing approach focused on creating and distributing
valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action. 9
a. Curating destination content that aligns with individual preferences b. Videos and photography10 c. Storytelling d. Related content e. Educational content f. Small pieces of content that interconnect g. Social media is content h. Travel audiences and interest mapping i. Local favorites and itineraries j. Personalization of the brand
2. Embrace changes to technology with smart streamlined solutions11 a. Responsive design b. Responsive content design c. Mobile d. Search Optimization e. Social channels f. Content management and syndication g. Multiple screens
3. Partnerships – marketing efforts can expand their reach and effectiveness by leveraging partnership to expand the return on investments. These partnerships also enhance content creation and distribution focused on our key destination brand pillars and buyer personas.
a. Pure Michigan b. Local breweries c. Local arts community d. Culinary/food tourism e. Business and community organizations f. ArtPrize and Laughfest g. LGBT and Outpro
4. Visitor Centric Destination – the destination welcome and visitor experience are important for successful tourism marketing.
a. Certified Tourism Ambassador program b. GoSite visitor space at Grand Rapids Art Museum c. Airport visitor experience d. Experience development
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Media Strategy The media strategy involves an integration of paid, owned and earned media throughout the year.
Marketing Activities 2014 Jan
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Paid Media
Pure Michigan Partnership-TV X X X
Outdoor Advertising Campaign X X X X X X X
Targeted Print X X X X X X X X X X X X
Search Engine Optimization and PPC X X X X X X X X X X X X
Pure Michigan Content Grand Rapids page X X X X X X X X X X X X
Discover America X X X X X
Owned Media
LaughFest X X
Cool Brews Hot Eats X X
ArtPrize X X
Experience Pink X
Culture Pass X X X X X X X X X X X X
WAVE Awards X
Annual Celebration X
Restaurant Week X X
National Travel & Tourism Week X
Visitor Guide X X X X X X X X X X X X
Promotional Materials (Bookmarks and Posters) X X X X
Pure Michigan eDeals X X X X X X
Partner Newsletter X X X X X X
Giveaways and Promotions X X X X
Photography X X X
Video X X
Nutcracker Season X X
Earned Media
Bloggers X X X X
Local Media X X X X X X X X X X X X
Press Releases X X X X X X X X X X X X
Travel Journalists X X X X X
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Group Sales Advertising 2014
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Impact X X X X X X
Annual Directory X
Midwest Itineraries X
Group Tour X
Culinary
Circle Michigan resource X
Heartland Travel Showcase X
Helms Briscoe X X X X X X X X X X X X
Cvent X X X X X X X X X X X X
Meetings Mid America X
United Hemispheres X
ABA Top Events X
Decision-Making Trends The profile of the consumer continues to evolve and four significant trends are emerging to impact
consumer decision-making:
1. Prioritization – consumers are choosing meaning over materialism. Destinations need to focus on how their place will make travelers feel.
2. Fluidity – consumers are drawn to flexible travel planning and the sharing economy as their preference for ownership diminishes.
3. Streamlining – travelers are looking for highly curated and an individualized, simplified planning process with less information to process.
4. Loosening up – consumers are drawn to an experiential culture that is unique, adaptive, spontaneous and personalized with less restrictive choices.
Buyers are self-educating Today’s consumer and meeting planners are choosing to research and educate online prior to contacting
potential travel destinations. DMOs need to shift from marketing to educating.
Travelers use 22 Websites and over 9.5 Web sessions to plan a trip (Google Analytics and Destination Analysts)
77% use Trip Advisor (trip advisor)
92% of buyers seek peer recommendations before buying (skift)
85% of travelers use a smart phone on vacation (skift) In addition we need to share our destination messages in places where people are planning trips and
embrace influencers (bloggers, journalists, fans) to help us expand our reach.
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Travelers Large portions of the travelers coming to Grand Rapids traditionally are US based travelers. 12
US travelers are important to our area and this is a list of key trends impacting future travel13:
1. Travel intentions remain upbeat 2. Millennial travelers are defining themselves 3. Less focus on deals and discounts (43% in 2014 vs. 63% in 2010) 4. Stable US marketplace 5. Travel styles – culinary, authentic and cultural 6. Wellness vacations and romance travel (US Travel)
International visitors provide future opportunity for market expansion. During 2014 in partnership with
Pure Michigan and Brand USA Experience Grand Rapids made several targeted investments in
International marketing. Those included hosting travel trade in the community, Discover America
Website enhancements and in language videos in Chinese, German and both UK and Canadian English.
These digital enhancements will continue to build awareness.
Travelers are looking for personalized travel assistance. Destination marketers need to align content to
generational, social and personal interests. Below is a list of key factors impacting marketing to
Millennial, Baby Boomers, and LGBT travelers:
Millennial14
Guiding consumer buying behaviors and new technologies
Highly connected
Seek authentic urban culture and culinary experiences
Personalized
Collaborative/sharing economy
Baby Boomers (28% of population – impact until 2030)15
Time and resources available for travel
Exploring while traveling
Less active than millennials
Future of group travel growth
Beer tourism
LGBT (Community Marketing & Insights, LGBT Travel Survey, Nov 2013)16
Predictions for leisure travel increases
Low interest in group travel
Warm weather
Museums and entertainment
Pride events
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Group Sales Marketplace Trends Similar to trends impacting leisure travel, meeting planners are transforming their meetings into
experiences. No longer are meetings just a place to exchange business information rather they are
enriching, one-of-a-kind experiences that attendees will treasure forever. Instead of just attending a
conference, attendees are going to have an experience. 17
Site selection is always an important part of the meeting planning process and increasingly planners are
searching for sites that help deliver a sense of place for the attendee experience. Examples include farm-
to-fork dining, regional cuisine and pieces of the destination’s culture woven into the conference.
Overall there are four key trends impacting the future of meetings18:
1. Technology integrated into the conference attendee experience beginning with planning through attendance
2. Embracing multiple attendee generations at conference 3. Innovative tradeshow layouts to encourage attendees to stay longer and mingle with the
vendors 4. Customized and personalized attendee communication leading to personalized experiences.
Review of Sales Initiatives On a regular basis the sales team evaluates what strategies, tactics, programs and sales related activities
are working and make adjustments as needed. Through this evaluation process it’s been determined
that site visits, trade shows and sales trips have been three of our most successful activities.
1. Site Visits As the number of meeting planners who conduct site inspections of Grand Rapids continues to grow, so does the number of our convention bookings and corresponding contracted hotel room nights. In 2013 we hosted 146 meeting planners on site visits and in 2014 we’re forecasting that number to be 150. When clients have the opportunity to see our facilities, venues, hotels, attractions, restaurants and breweries firsthand, our chances of securing their convention business increases greatly. Often times we hear from our customers comments such as “we had no idea that Grand Rapids was this nice” and “Grand Rapids is such a beautiful city and I really enjoyed the compactness of your convention package along with the number of hotel rooms within walking distance of the convention center.” For our group site visits better known as FAM trips we’ve implemented an educational component to their visit. By offering continuing education credits, meeting planners can benefit two-fold. They get to tour Grand Rapids as well as satisfy their CEU requirements. This has helped us increase the number of planners interested in visiting Grand Rapids. In 2014 we hosted two FAM trips around special events. The first was the Winter BeerFest in February held at Fifth Third Ballpark and we had 10 clients join us. Our Fall Educational FAM was centered around The Eagles concert at Van Andel Arena and also included educational sessions and city tours. Seven meeting planners from around the country joined us for the Fall Educational FAM and two of the groups generated leads and are now considering Grand Rapids for their future conventions.
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Grand Rapids was the host city for OrgPRO 2014. This is the joint meeting between the three leading Michigan based meeting planning associations: Michigan Society of Association Executives (MSAE), Michigan Meeting Professionals International (MMPI) and Michigan Society of Government Meeting Professionals (MSGMP). It was our first opportunity to host OrgPRO in ten years and 400 people were in attendance including a variety of association executive directors, convention meeting planners and hospitality industry professionals.
2. Trade Shows Meeting clients face to face in our exhibit booth at various trade shows continues to be a key selling opportunity. With our designation as Beer City USA and our exhibit booth themed around Grand Rapids craft beer, we continue to be a popular stop for meeting planners and association executives as they walk the trade show floor. 2014 saw our number of trade shows increase to 26 which was an increase over the 21 trade shows we attended in 2013. Trade shows allow us the opportunity to also meet with clients for various evening opportunities including receptions, dinners, sporting events, concerts and live theater performances. Many events and trade shows are changing their format to appointment based shows. This allows us the opportunity to sit down and meet face to face with clients at a table for 8-12 minutes and share information about Grand Rapids and our convention product with them. Often times, these appointments are set based on mutual requests and it pairs us with clients who want to learn more about Grand Rapids and we request appointments with them based on their convention specifications.
3. Sales Trips Visiting clients in the city where they’re based has proved beneficial. This allows us the time and opportunity to engage with them in their office and often times our hotel partners and convention center will join us for these trips. 2014 saw sales trips to cities such as Washington, DC, Chicago, Cleveland and Columbus to name a few. Beer City USA has continued to be a popular theme with our clients as we host dinners and culinary experiences centered around Grand Rapids craft beers.
Other initiatives benefiting our sales efforts: 1. Sports
Experience Grand Rapids continues to increase our investment in the sports market through our support of the West Michigan Sports Commission. Sports based events and meetings continue to grow through associations, amateur, youth, collegiate and masters groups. These events and meetings benefit a wide variety of venues, meeting facilities, convention center, local arenas and increase demand for hotel room nights throughout the Grand Rapids region. The newly opened Art Van Sports Complex in Rockford, which includes the Field of Dreams, will be a key driver for future weekend groups in the April – September timeframe. We continue to improve upon our sports market portfolio through the booking of events such as the US Open Table Tennis Championships, US Rowing Masters National Championships and Western Collegiate Hockey Association Championships.
2. Hobby, Fraternal and Religious Markets This is a key market for Grand Rapids. While we offer first tier meeting facilities and hotels along with cultural amenities and restaurants that many larger cities would envy, Grand Rapids still has value and affordability during certain times of year and meeting patterns such as weekends. That combination has made us attractive for many religious/faith-based organizations. Many of
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these organizations operate on tight budgets and rely on volunteers and church leaders so the value they experience in Grand Rapids makes sense for them on many levels. Religious groups such as Church of the Brethren will return to Grand Rapids over July 4th in 2017 and 2020. American Quilter’s Society (AQS) will continue to be a wonderful piece of summertime business meeting here every August for the next three years. Discussions are underway between AQS and Experience Grand Rapids to extend the agreement for several more years and market the event so that it rivals their Paducah, KY show in terms of attendance. Lions Club International returns in 2015 and the Fraternal Order of Eagles will be returning in 2017 and 2020 as well. Key local leaders played pivotal roles in helping us “Bring it to Grand Rapids” for these groups and we’ll continue to enlist the help of our “Hometown Champs” in securing future conventions.
3. Four Corners Small meetings are critical to any hospitality community and Grand Rapids is no different. Over 80% of our convention bookings are groups that are single hotel users and don’t utilize a convention center. Experience Grand Rapids has provided funding for each of our four quadrants to develop sales and marketing strategies and programs of work specific to their needs. Our staff works closely with each quadrant to develop those strategies and communicate various quadrant activities with our hospitality partners. See page 14 for the 2014 Four Corners Overview.
4. Bring it to Grand Rapids A key focus area has been business development with local leaders and influencers within their respective industries. Through relationships that we’ve developed with key leaders on Medical Mile including Spectrum Health, Van Andel Research Institute, GVSU Cook-DeVos Center for Health Sciences and Michigan State University College of Human Medicine, we’ve been able to secure future meetings through a wide variety of health sciences related groups. In addition, community leaders and local chapters are critical to our success in attracting hobby, fraternal and religious groups. Local leaders and influencers were hosted at the Lady Antebellum concert as well as the 2014 LaughFest event featuring Jay Leno.
5. Group Tours IPW International Pow Wow was hosted in Chicago in 2014 and we were able to have numerous travel writers and tour operators join us for a post IPW FAM in Grand Rapids. Our regional and national advertising campaigns have proven successful in building brand awareness and we have seen an increase in domestic and international tours coming to our region.
2015 Sales Goals 1. Open sales office in Washington, DC with full-time sales person generating more national
association business from the DC/VA/MD market. 2. Leverage relationships/partnerships with third party companies including Helms Briscoe,
Conference Direct and Experient to generate increased room nights. 3. Leverage relationships with key local leaders who belong to national, regional and state boards
to influence groups to book Grand Rapids for a future meeting. 4. Continued focus on generating more business through our medical community. 5. Enhance our relationship/partnership with Sacramento and leverage our dollars to reach more
national clients and generate new business from the Western US.
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Measurement 2014 Room Night Goal: 140,000
2014 Room Night Actual: 140,254
2015 Room Night Goal: 147,000
2015 Sales Activity Calendar See Figure #12
Four Corner 2014 Activities
All Corners
Reunion Workshop- Tentative November 8th, 2014 10:00AM-12:00PM at Prince
Conference Center
Religious Mailer- Mailed June 2014 to religious organizations with youth pastors
targeting retreats that would utilize Cannonsburg and overnight rooms.
Updated Corner information sheets and map
Heartland Travel Showcase 2015 Hosting Closing Lunch
Customized mapping capabilities
Northwest Corner
WHCA Kickoff Beerfest Shuttle Package
KBS Beer Launch Package
Comic Con Shuttle Package
Northeast Corner
CMCA- Valerie Cook (Rapid City, SD April 29 – May 1)
Heartland Travel Showcase (Toledo, OH March 6-8)
Fall Sales Blitz to local colleges
Going on Faith (Cabarrus County, NC August 5-7)
Boomers in Groups (Little Rock, AR November 7-9)
Southwest Corner
Travel Alliance Planners (Reno, NV June 2-4)
INTERaction (Portland, OR November 9-12)
Fall Group Tour FAM
Boomers in Groups
Southeast Corner
Sports Clients Event at Fifth Third Ballpark
Small Market Meetings
Package with Shuttle for ArtPrize
Meetings Quest (Cabarrus County, NC September 9-10)
Meetings Focus East (New Orleans, September 21-24)
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Convention Services Convention Services continues to focus on the primary goal of delivering exceptional service to each
group that books a meeting or convention in Grand Rapids. Attendance building remains the key to
success for most conventions and our emphasis will remain on assisting them in generating additional
attendees to their convention. Attendee experiences will also be a main focus with increased welcome
signage for groups and on-site use of their micro-sites.
Convention Service Goals Include:
1. Build Convention Attendance
Attend previous year tradeshow to promote Grand Rapids meeting
Use iPads at previous year tradeshow to book overnight rooms for attendees
Develop channels of communication with meeting planners that organizations use to communicate to their attendees either in print or electronically
Leverage use of micro-sites to communicate to incoming attendees.
Host site planning visits.
Work with marketing team to develop service marketing materials, promotional strategies, and attendance building videos.
2. Ensure a positive experience while in the city
Work with marketing team to develop welcome banners, signage, and onsite materials
Integrate the use of iPads at welcome tables to improve access to local information and provide personalized itineraries to guests
Partner with meeting planners to ensure that attendee experience is an integral part of the planning process
3. Attend industry events
Be present and participate in ESPA, PCMA, MISGMP, MMPI, CMP Conclave, and MSAE OrgPro (Figure 13)
Make personal sales calls to areas of groups that are bringing in their conventions.
Convention Services Measurement Convention services will be measured by several metrics:
The amount of repeat room nights that are generated
National Groups (Pastoral Musicians, SAE Noise & Vibration, Lions Leadership Forum) that are choosing to return to Grand Rapids
The increasing attendance from the previous year’s convention
Involvement in industry events
Use of micro-sites and social media to increase attendance
Involvement of local businesses (such as local restaurants) when the convention is in town
We will continue to use our post-convention survey to measure the following information from our
meeting contacts:
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Information provided to groups
Overall performance of the destination
Performance of our services department
Likeliness to return to Grand Rapids
Information Technology The primary goal of the Information Technology staff is to align technology planning with the
organization’s department strategies thereby ensuring that technology initiatives bring business value,
improve processes, solve business issues, maintain a solid infrastructure and transform how we do
business at Experience Grand Rapids.
Technology has changed dramatically in the past few years. It is disrupting how we do business on a day-
to-day basis. To react to these changes, we will research and implement innovative solutions to leverage
the new opportunities presented, while reinforcing and maintaining our underlying infrastructure and
business processes.
Strategies: 1. Investigate, evaluate and adopt new or changing technologies that may impact the future and
mission of our organization.
a. Research a solution for content editing, management, publishing and distribution to
deliver our messages to the market in a timely, efficient and effective manner.
b. Facilitate collaboration and staff use of Office 365 technologies.
c. Assist our organization in methods to innovate, grow and deliver unique customer
experiences.
d. Assist team members in creating comprehensive cloud strategies before deployment of
SaaS solutions.
e. Research technology and communication tools for conference attendees.
f. Identify gaps in our business capabilities to serve our customers effectively.
g. Launch a new Website with a responsive design CMS delivering optimum customer
experiences and streamlined Website management.
h. Assist with technology solutions for sharing EXGR content to further enhance the visitor
experience throughout the destination.
2. Increase professional training opportunities for staff to keep abreast of fast moving changes in
both cloud-based and on premise technology to maintain our competitive advantage in the
marketplace.
a. Enhance the communication, training and support on SimpleviewCRM, our company-
wide customer relationship management system.
b. Develop and deploy training videos and documentation to assist end users on the
adoption and best practices of using Office 365
c. Refer staff to conferences and events focused on learning new capabilities, methods or
advances in their areas of expertise.
3. Enhance the network/server infrastructure
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a. Expand the storage capabilities on our storage area network to accommodate the
increase in video, photography and other content generated.
b. Install a new backup server to facilitate offsite replication and manage the load on our
host servers.
c. Research and implement new mobile computing security systems for both personal and
professional devices.
d. Develop strategies to configure SaaS solutions to complement our business needs and
processes.
4. Continue building effectiveness in the use of our third-party integrations (Dashboard, DMAI
Impact Calculators, Exact Target, InLoox, Qvidian and Sales online communication tools).
5. Ensure effective technical and fiscal management of the department’s operations, resources,
technology projects and contracts.
INFORMATION TECHNOLOGY ACTION CALENDAR J F M A M J J A S O N D Simpleview Technology Summit X Grand Rapids IT Symposium X DMAI Annual Meeting X DMO Technology Professional Forum X Staff Lunch ‘N Learn Sessions X X X X
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Financial Investment
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Figures and Resources Figure 1: 2013- 2015 Strategic Plan Overview
Source: Experience Grand Rapids 2013-2015 Strategic Plan
•Enhance the Awareness, Relevency & Support of Experience Grand Rapids and the Region's Visitor Economy
Goal One
•Develop a Message to Convey the Impact of a Vibrant Tourism Economy
Objective 1A
•Personally Carry the Message to Area Groups and Key Stakeholders
Objective 1B
•Increase Outreach to and Visibility in Area Media Outlets Objective 1C
•Continue to Build Collaborations with other Community/Regional Organizations and Corporations
Objective 1D
•Develop other Vehicles to Spread the Word Objective 1E
•Support Destination-Enhancing development Initiatives Goal Two
•Perform a Destination Product Assessment Objective 2A
•Develop a Destination Vision Plan Objective 2B
•Advocate for Developments that will Enhance the destination while Preserving its Livability Objective 2C
•Advocate for an Enhanced Hospitality Culture throughout the Region Objective 2D
•Expand and Enhance the Brand Awareness of the destination Goal Three
•Advocate for a National/International Brand Awareness Campaign Objective 3A
•Enhance the Impact of Experience Grand Rapids through Increased and Diversified Revenue Streams Objective 3B
21
Figure 2: Kent County Hotel Performance
Indicators 2009 YE 2010 YE 2011 YE 2012 YE 2013 YE
2014 YE
Hotel Occupancy % 48.6% 53.9% 57.5% 60.6% 63.4% 64.6%
ADR $ $84.73 $84.79 $88.09 $92.94 $97.48 $100.97
Supply Change % -0.1% 0.0% 0.0% -0.1% 0.0% 1.4%
Demand Change % -4.6% 10.9% 6.7% 5.3% 4.6% 4.3%
Revenue Change % -7.3% 11.0% 10.9% 11.1% 9.7% 10.1%
Source: STR, December YE 2009-2014
Figure 3: Competitive Analysis
22
Figure 4: Kent County Hotel Room Revenue
Source: STR, December YE 2012-2014
Figure 5: Group Room Nights
Source: Experience Grand Rapids December, 2014
110,000
115,000
120,000
125,000
130,000
135,000
140,000
145,000
2008 2009 2010 2011 2012 2013 2014
125,0
00
125,0
00
125,0
00
125,0
00
127,5
00
132,0
00
140,0
00
121,1
99
126,5
98
125,3
23
125,0
26
123,8
63
137,4
90
140,2
54
Goal
Actual/YTD
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
2012 2013 2014 2015 Projected
$133$146
$161 $169
23
Figure 6: Client Site Visits
Source: Experience Grand Rapids December, 2014
Figure 7: Grand Rapids Pace Target 2014-2021
Source: Trends Analysis Projections, LLC, December 2014
0
50
100
150
200
250
300
350
400
450
2007Actual
2008Actual
2009Actual
2010Actual
2011Actual
2012Actual
2013Actual
2014Actual
6067
48 47
104137 146 15110 7
29 24
5415
5611
339
Individual Site Visits Group Site Clients RCMA Planners
166,661
105,835
59,72743,255
18,239 12,111 571 0
0
46,687
41,125
50,941
50,834
35,85331,357
6,373010,00020,00030,00040,00050,00060,00070,00080,00090,000
100,000110,000120,000130,000140,000150,000160,000170,000180,000
2014 2015 2016 2017 2018 2019 2020 2021
Definite Room Nights Tentative Room Nights
24
Figure 8: Grand Rapids Market Segment Analysis
Source: Trends Analysis Projections, LLC December, 2014
Figure 9: Group Leads Generated
Source: Experience Grand Rapids December, 2014
0%
5%
10%
15%
20%
25%
30%
Busine
ss-
Trade
Corpo
rate
Educa
tion
Eng-
Sci
Frat-
Social
Gover
nment
Medic
al
Multi-
Cultur
al
Religio
us
Sports State
Associ
ation
Group
Tour
2012 6% 18% 9% 4% 10% 1% 1% 0% 9% 13% 26% 2%
2013 6% 18% 4% 3% 11% 0% 1% 0% 13% 19% 23% 2%
2014 9% 15% 3% 4% 3% 3% 0% 0% 13% 24% 24% 2%
0
100
200
300
400
500
600
700
800
2009
Actual
2010
Actual
2011
Actual
2012
Actual
2013
Actual
2014
Actual
499
427
538
611636
792
25
Figure 10: Future Bookings by Market Segment 2015-2020
Educational20%
Religious16%
Trade13%
Sports9%
Government8%
Hobby & Vocational7%
Agriculture6%
Fraternal6%
Corporate6%
Health & Medical3%
Scientific, Engineering3%
Environmental1%
Cultural1%
Other1%
*Based on Room Nights
26
Figure 11: 2015 Special Events and Groups 500+ Peak Rooms
Arrival Departure Account Name Peak Rooms Total
Rooms January
1/8/2015 1/10/2015 Michigan Association of Fairs & Exhibitions 595 1845
1/21/2015 1/25/2015 Michigan Music Conference 775 1700
1/27/2015 1/30/2015 Michigan Townships Association 813 2243
March
3/13/2015 3/15/2015 Michigan DECA 1090 2451
3/19/2015 3/22/2015
Business Professionals of America - Michigan Association 815 2408
3/27/2015 3/30/2015 Michigan Reading Association 925 2700
April
4/12/2015 4/15/2015 American Public Works Association 575 2025
4/17/2015 4/19/2015 SkillsUSA Michigan 725 1470
May
5/4/2015 5/7/2015
Michigan State Police - Emergency Management & Homeland Security Division 574 1434
5/9/2015 Fifth Third River Bank Run
5/16/2015 5/21/2015 Wolverine World Wide 800 4100
5/18/2015 5/25/2015 National Collegiate Athletic Association (NCAA) 710 3520
5/29/2015 5/30/2015 Strategic Partners 600 600
5/29/2015 5/31/2015 Michigan Juniors Volleyball Association 1637 3200
June
6/16/2015 6/19/2015 Acton Institute 525 2115
6/26/2015 6/28/2015 Meijer State Games of Michigan 1100 3000
6/28/2015 7/1/2015 Amway Corporation 500 1670
27
Arrival Departure Account Name Peak Rooms Total
Rooms July
7/6/2015 7/10/2015 National Association of Pastoral Musicians 1295 6345
7/19/2015 7/22/2015 National Association of Free Will Baptists 1025 4615
August
8/12/2015 8/15/2015 American Quilter's Society 735 3139
8/23/2015 8/26/2015 Amway Corporation 500 1670
September
9/17/2015 9/19/2015 USA/Canada Lions Leadership Forum 1350 4900
9/22/2015 10/11/2015 ArtPrize
9/29/2015 10/2/2015 State Policy Network 600 1942
October
10/4/2015 10/8/2015 Gordon Food Service 874 1545
10/26/2015 10/28/2015 Michigan Judicial Institute 513 1026
December
12/8/2015 12/10/2015 Great Lakes Fruit, Vegetable & Farm Market Expo 871 2594
12/12/2015 12/13/2015 Gordon Food Service 650 1070
28
Figure 12: 2015 Group Sales Activity Calendar
Date Event Type
Jan
uar
y Event Service Professionals Association Conference
American Bus Association Appointment Show
Professional Conference Management Association Conference
Michigan Industry Event Day Conference
Feb
ruar
y
Religious Conference Management Association Tradeshow
Convention Sales Professional International Conference
Destinations Showcase Tradeshow
National Tour Association Conference
Beerfest FAM FAM
Ma
rch
Meeting Professionals International - Mid America Conference
Heartland Travel Showcase Tradeshow
Michigan Meeting Planners International Conference
Laughfest Client Event Client Event
Experient Envision Appointment Show
Conference Direct Annual Partner Meeting Appointment Show
Michigan Society of Government Meeting Professionals Conference
Ap
ril
IPW (Pow Wow) Tradeshow
HelmsBriscoe Annual Business Meeting Appointment Show
Spring CAB Meeting CAB
Christian Meetings and Conventions Association Appointment Show
AMPS Golf Outing Industry Event
May
Society of Government Meeting Professionals National Conference
Appointment Show
Michigan Meeting Planners International Event Industry Event
Springtime Tradeshow
Michigan Society of Association Executives Golf Outing Industry Event
Jun
e
Travel Alliance Partners Appointment Show
Incentive, Business Travel, and Meetings Exhibition Tradeshow
HelmsBriscoe Webinar Client Event
KCLA Golf Outing Industry Event
Pig Picnic Client Event
29
Ju
ly
DMAI Client Event
OrgPro Annual Conference Conference
CESSE Tradeshow
Au
gu
st
Going on Faith Appointment Show
Lansing Food Truck Client Event
ASAE Golf Outing Client Event
ASAE MI Reception Client Event
ASAE Tradeshow Tradeshow
Pure MI 400 Client Event
Connect Appointment Show
MI SGMP Golf Industry Event
Se
pte
mb
er Fall Educational FAM FAM
Meetings Quest Appointment Show
Small Market Meetings Tradeshow
MSU Suite/Game Client Event
Oc
tob
er
CMP Summit Reception Industry Event
MSAE Certified Meeting Planners Summit Conference
IMEX Tradeshow
MSAE Emerging Professionals Client Event
Rejuvenate Appointment Show
Group Tour FAM FAM
INTERaction Appointment Show
No
ve
mb
er
Fall CAB Meeting CAB
Boomers In Groups Appointment Show
Reunion Tradeshow Client Event
De
ce
mb
er
State Market Holiday Client Appreciation Event Client Event
DC Holiday Event Client Event
Holiday Showcase Tradeshow
Expo! Expo! (Intl. Assn. of Exhibitors and Events) Tradeshow
30
Figure 13: Experience Grand Rapids Commonly Used Acronyms
ABA – American Bus Association AGM – Assistant General Manager AGPH- Amway Grand Plaza Hotel AIBTM – America’s Incentive, Business Travel and Meetings Exhibition AMPS – Association of Meeting Professionals ASAE- American Society of Association Executives BOD- Board of Directors CAB – Client Advisory Board CESSE - Council of Engineering and Scientific Society Executives CMCA – Christian Meetings & Conventions Association CMP – Certified Meeting Planner CSPI – Convention Sales Professional International DMAI- Destination Marketing Association International DOS – Director of Sales DVP- DeVos Place EC- Executive Committee FAM – Familiarization Tour FC- Finance Committee GC- Governance Committee GM – General Manager GRACC- Grand Rapids Area Chamber of Commerce GRFIA- Gerald R. Ford International Airport HAC- Hotel Advisory Committee IAEE - International Association of Exhibitions and Events IMEX America – Incentives, Meetings, Events and Exhibitions America KCLA- Kent County Lodging Association MACVB- Michigan Association of Convention & Visitors Bureaus MLTA- Michigan Lodging and Tourism Association MMPI - Michigan Meeting Professionals International MPI – Meeting Professionals International MSAE- Michigan Society of Association Executives NCBMP – National Coalition of Black Meeting Planners NTA – National Tour Association OMCA – Ontario Motorcoach Association PCMA – Professional Conference Managers Association PCR – Post Convention Report RCMA – Religious Conference Managers Association RFP- Request for Proposal RWGR- Restaurant Week Grand Rapids SGMP- Society of Government Meeting Professionals TRP- The Right Place WMSC- West Michigan Sports Commission
31
Figure 14: Map of Competitive Cities
Figure 15: Convention Peer Set
City Hotel Tax % 2015
CVB Budget Exhibit Space* Hotel Rooms - CBD Hotel Rooms -
Metro Area
Charlotte 15.25% $13,213,486 280,000 4,571 25,003
Detroit 15.00% $15,100,000 723,000 4,792 41,300
Austin 15.00% $15,000,000 264,097 6,400 31,000
Pittsburgh 14.00% $11,000,000 236,900 4,570 24,814
Kansas City 16.85% $10,000,000 388,800 3,500 32,000
Milwaukee 15.10% $8,000,000 189,000 4,544 16,000
Albuquerque 13.00% $6,400,000 167,562 936 16,000
Memphis 9.25% $8,400,000 160,000 3,000 23,000
Sacramento
12% + 1% - 3% based on
the zone $8,400,000 135,000 2,100 10,000
Cincinnati 17.25% $7,814,000 198,000 2,968 27,877
Richmond 13.30% $4,838,723 180,000 2,038 17,652
Lansing 13.00% $4,700,000 71,760 256 4,314
Omaha 18.16% $4,703,205 194,000 2,656 14,032
Grand Rapids 15.00% $ 7,602,000 162,000 1,436 7,318
*Largest Room
Available
32
Figure 16: Group Attendees Hosted
Source: Experience Grand Rapids December 2014
Figure 17: Groups Serviced Annually
Source: Experience Grand Rapids December 2014
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2010
Actual
2011
Actual
2012
Actual
2013
Actual
2014
Actual
177,460 175,126
243,491 238,044
311,059
33
Figure 18: Group Satisfaction
Source: Experience Grand Rapids Surveys December, 2014
Figure 19: Website Traffic Metrics
Source: Google Analytics through December 2014
316382423780
571308677401
771393941075
17428
177655
267177
331015
19074
65827
147358
14980
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
2009 2010 2011 2012 2013 2014
GRCityTwist
Leisure Blog
Mobile Sessions
Website Sessions
34
Figure 20: Website Demographics
Website Age Demographics:
Source: Quantcast
Website Visitor Ethnicity Demographics:
Source: Quantcast
< 1816%
18-2410%
25-3420%
35-4418%
45-5418%
55-6412%
65+6%
< 18
18-24
25-34
35-44
45-54
55-64
65+
87%
4%
3%
4%
1%
Caucasian
African American
Asian
Hispanic
Other
35
Website Gender Demographics:
Source: Quantcast
Figure 21: Facebook Demographics
Facebook Gender Demographics:
Source: Quantcast
39%
61%
Website 2013
Men
Women
35%
65%
Website 2014
Men
Women
42%
58%
Facebook 2013
Men
Women
39%
61%
Facebook 2014
Men
Women
36
Facebook Fans:
Source: Facebook Insights, Sprout Social (December 2014 YE)
Figure 22: Twitter Demographics
Twitter Age Demographics:
Source: Quantcast
12,998
47,204
52,998
68,710
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2011 2012 2013 2014
50%50%
Twitter 2013
Men
Women
49%
51%
Twitter 2014
Men
Women
37
Twitter Followers:
Source: Twitter, Sprout Social (December 2014, YE)
Figure 23: SEO Rank
Source: Facebook Insights, Sprout Social
4,632
8,064
10,562
16,344
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
2011 2012 2013 2014
38
Figure 24: Marketing Media Plan
39
40
Figure 25: EXGR Public Relations Efforts January- December, 2014
Source: Experience Grand Rapids
Figure 26: Grand Rapids in the News- By State
Source: Vocus Reporting, January- December, 2014
1963
16
26
27
24
107
398
247
News Releases Distributed
Interviews
Conventions Highlighted
Media Events Attended
Travel Journalists Hosted
Article Requests
Award Submissions
Pitches to Media
Media Mentions of EXGR
Community Presentations
Media Coverage
41
Figure 27: Grand Rapids in the News- By Category
Source: Vocus Reporting, January- December, 2014
Figure 28: Kent County Visitor Spending
$0.0
$200.0
$400.0
$600.0
$800.0
$1,000.0
$1,200.0
$1,400.0
$1,600.0
2011 2012 2013
$1.02 B
$1.17 B
$1.53 B
Bill
ion
s
Source: Travel Michigan
42
Figure 29: Kent County Visitor Traffic
Figure 30: Longwoods Pure Michigan Advertising Evaluation March 2014
2013 Short Term Campaign Efficiency Experience Grand Rapids Advertising Investment $677,700
Total Advertising Investment $1,355,400
Incremental Visits 531,000
Incremental Spending* 161,527 M
*Spending in Grand Rapids. Visitor spending data provided by Michigan Economic Development
Corporation
5,800,000
6,000,000
6,200,000
6,400,000
6,600,000
6,800,000
7,000,000
7,200,000
7,400,000
1 2 3
6,444,308
6,673,114
7,341,514
2011 2012 2013
Source: Travel Michigan
43
Figure 31: DMAI Major Findings of Trends and Strategies
Top 20 Trends
1. Social media’s prominence in reaching the travel market (e.g., Facebook, Pinterest, Twitter, Weibo).
2. Mobile platforms and apps becoming the primary engagement platform for travelers.
3. Customers increasingly seeking a personalized travel experience.
4. Smart technology (e.g., phones, bag tags, and cards) creating new opportunities for innovative new
services and processes.
5. Travelers demanding more information, control, interaction and personalization.
6. Geotargeting and localization becoming more prevalent.
7. Brand identity for destinations becoming more critical in terms of meeting planner perceptions
about value and experience.
8. Customers increasingly looking for a travel experience that allows them to experience a local’s way
of life.
9. Technology enabling faster decision-making by customers, thereby, increasing business to a
destination.
10. Consumers becoming increasingly comfortable with ordering products online.
11. Hotel taxes increasingly vulnerable to alternative politically based projects.
12. Big Data arriving for the tourism industry.
13. The brand of a destination becoming a more important factor in travel decision to consumers.
14. Governments facing pressure to reduce or eliminate direct financial subsidies to the tourism sector.
15. Short-stay trips and mini vacations becoming increasingly popular.
16. More third-party information providers aggregating content about destinations.
17. Peer-to-peer buyer influence driving customer purchases.
18. Governments dealing with tourism from an integrated, multidepartment perspective, focused on
economic development.
19. Customers increasingly going directly to suppliers for goods and services.
20. Economic conditions continuing to be highly volatile, subject to global and regional shocks.
44
Figure 32: Generational Travel Trends
Source: Destination Analysts, Inc. and Miles, August 2013- State of the American Traveler
45
Figure 33: Grand Rapids Recognitions
46
Figure 34: Experience Grand Rapids Recognitions
47
Figure 35: Experience Grand Rapids Staff Directory
DIRECT LINE (233-XXXX) / EXT. FAX: 459-7291 ADMINISTRATION Doug Small, President & CEO 3541 dsmall@ExperienceGR.com
Dan Jonkman, Vice President of Finance & Administration 3548 djonkman@ExperienceGR.com Kim Young, Vice President of Information Systems 3555 kyoung@ExperienceGR.com Annah Shallman, Executive Coordinator 3552 ashallman@ExperienceGR.com Carol Campbell, Accountant 3572 ccampbell@vExperienceGR.com MARKETING TEAM Janet Korn, Senior Vice President 3545 jkorn@ExperienceGR.com Andrea Robyns, Marketing Technology Director 3550 arobyns@ExperienceGR.com Kelly McGrail, Director of Marketing 3558 kmcgrail@ExperienceGR.com Stephanie Kotschevar, Public Relations Specialist 3577 skotschevar@ExperienceGR.com Karolina Haines, Marketing Manager 3571 khaines@ExperienceGR.com
Kate Herron, Community Development Manager 3553 kherron@ExperienceGR.com Lisa Verhil, Visitor Services Manager 3578 lverhil@ExperienceGR.com Ashley Gechoff, Visitor Concierge 3542 agechoff@ExperienceGr.com SALES TEAM Tom Bennett, Vice President of Sales & Services 3544 tbennett@ExperienceGR.com Mary Manier, Director of Sales 3554 mmanier@ExperienceGR.com Heidi Schmitt, Director of State Accounts 3557 hschmitt@ExperienceGR.com Nichole Steele, National Sales Director 3547 nsteele@ExperienceGR.com Kim Rangel, Events Manager 3543 krangel@ExperienceGR.com Marlene Bushouse, Sales/IT Coordinator 3570 mbushouse@ExperienceGR.com Nancy Ruppert, Convention Development Manager 3549 nruppert@ExperienceGR.com
Robert Snyders, National Sales Director 3546 bsnyders@ExperienceGR.com SERVICES TEAM Andie Newcomer, Convention Services Manager 3559 anewcomer@ExperienceGR.com
Krystal Kirby, Events Manager 3573 kkirby@ExperienceGR.com Nina Fox, Convention Services Specialist 3540 nfox@ExperienceGR.com
Tim Nelson, Convention Services Manager 3556 tnelson@ExperienceGR.com AIRPORT INFORMATION DESK STAFF 233-6076 Alejandro (Alex) Vera avera@ExperienceGR.com Lauren Nadeau lnadeau@ExperienceGR.com Connie Saldivar csaldivar@ExperienceGR.com
Ruth Kemp rkemp@ExperienceGR.com Glory Meyer gmeyer@ExperienceGR.com
Cathi Biggart cbiggart@ExperienceGR.com Robert Targosz rtargosz@ExperienceGR.com Navdeep Singh nsingh@experienceGR.com Pam Heidenga pheidenga@experienceGR.com Stephanie Hamilton shamilton@ExperienceGR.com Karen Melton kmelton@ExperienceGR.com Rick Murphy rmurphy@ExperienceGR.com WEST MICHIGAN SPORTS COMMISSION 233-3560 FAX: 459-0562
48
Endnotes
1 Smith Travel Research, 2014 2 Longwoods International, March 2014 3 Longwoods International, March 2014 4 Destination Next, Destination Marketing Association International, July 2014 5 Destination Next, Destination Marketing Association International, July 2014 6 Experience Grand Rapids Strategic Plan, 2013-2015 7 Hotel InduSTRy Overview, Smith Travel Research, July 2014 8 “U.S. Lodging Industry Update”, PFK Hospitality Research, July 2014 9 “Where Destination Content Marketing Fits in Your Marketing Plan”, Content Marketing Institute, May 2014, Joe Pulizzi 10 “A Framework for Video Engagement in the Participation Age”, July 2014 as presented at DMAI Summit 11 Responsive Design, Miles Marketing Destinations 12 Miles Marketing Destinations, “The State of the American Traveler,” Destination Analysts, Inc. Volume 16, July 2014 13 “U.S. Travel Outlook”, U.S. Travel Association, July 2014 14 Miles Marketing Destinations, “The State of the American Traveler,” Destination Analysts, Inc. Volume 16, July 2014 15 “Boomers: The Future of Group Travel Today”, Boomers in Groups 16 CMI’s 18th Annual LGBT Travel Survey, Community Marketing, Inc., November 2013 17 “The Top Four Meeting Trends of 2014”, Successful Meetings, January 2014 18 DMAI Annual Conference Panel Presentation, July 2014
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