Baltimore Customer Advisory Board

April 6 - 7, 2017 Meeting Minutes

Welcome The Advisory Board is asked to provide candid feedback regarding ways in which Baltimore can

enhance sales, marketing and services to meeting professionals, association executives, attendees and key stakeholders. All opinions and constructive feedback are welcome and encouraged.

Topics: Attendees/Welcome Mayor's Session Updates and Key Issues Meetings and Tourism Updates Deputy Police Commissioner Convention Center Light City Downtown Development Visit Baltimore 2020 Trends/Problem Solving Action Items and Recommendations

Meeting moderated and report written by: David Kliman, The Kliman Group

david@klimangroup.com

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Attendees: Jaime Alston Association for Career & Technical Education Adam Anderson New Hope Network Ana Aponte - Curtis NAACP Shannon Burke National Association of College Admission Counseling Deb Davies Presbyterian Church – Office of the General Assembly Maureen Goodson National Postal Forum Kevin Johnson Kappa Alpha Psi Fraternity Earla Jones National Association of College and University Business Officers Amy Ledoux ASAE Brian McArdle Allergan LLC Penny Pena American Mathematical Society Fred Stringfellow Stringfellow Management Group Ushma Suvanakar American Anthropological Association Jenny Van Riper Experient, A Maritz Global Events Company Tina Wehmeir AMC Institute Invited Guests Heidi Prange Society of Toxicology Brenda Square Visit San Antonio Junior Tauvaa Visit Anaheim Visit Baltimore and Convention Center Leadership Al Hutchinson President & CEO -Visit Baltimore Amy Calvert Senior Vice President, Sales & Service - Visit Baltimore Peggy Daidakis Executive Director - Baltimore Convention Center Meeting Facilitator David Kliman The Kliman Group

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Meeting & Tourism Creates and Fosters Economic Development

Mayor’s Session – The Honorable Catherine Pugh http://mayor.baltimore.city.gov The Mayor welcomed the Advisory Board and took questions from the group. The following summarizes her comments:

Expressed her gratitude for the partnership, insights as well as the meeting and convention business that the group represents.

When asked about a timeline for potential expansion/renovations to the Convention Center, the Mayor cited the challenges of other civic project requiring significant financial resources as well as the realities of the limitation of space at the Convention Center. She understands the business case for the expansion and is supportive of the timeline for expansion and renovation of the Center

The Mayor is focused on the civic needs for Baltimore’s neighborhoods and the central business district

Homelessness in the Inner Harbor area was discussed, The Mayor is taking new approach to Section 8 projects and is seeking to build homes for the homeless

Old Town Mall Area http://www.baltimoresun.com/business/bs-bz-old-town-mall-20160908-story.html & Park Heights Corridor http://boldnewheights.org/ were cited as examples of future development areas

When asked about her biggest “ah-ha’ moments coming into office, the Mayor cited her meeting with former NYC Mayor Michael Bloomberg regarding What Works Cities https://whatworkscities.bloomberg.org/cities/ , her ability to “getting some things done quickly” (putting licensing and permitting applications online) as well as the number of talented people inside City government. She is working to encourage the growth and development of this talent pool.

Baltimore Updates & Key Issues – Al Hutchinson, Amy Calvert & Peggy Daidakis The PowerPoint from this discussion has been posted to the CAB microsite; the following summarizes key highlights:

DMO receives 40% of bed tax receipts; total annual budget is $13+ million Governor is expected to renew DMO funding agreement in near future

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2016 Fiscal Year Group Productivity

Al expressed his gratitude to the group and shared his strategic priorities and vision as well as alignment with the city; Mayor’s focus on neighborhoods and underserved communities

o Baltimore’s Public School system has $130 Million deficit o DMO working to align with the Mayor’s Vision o DMO is focused on tourism development and group room night generation

and sharing the message of advocacy as it relates to the community impact/job creation from tourism. The Visit Baltimore Foundation works with community to promote their scholarship program and builds alliance locally, with industry organization and client to leave lasting legacies in the city.

Continued focus to advance the Convention Center Expansion and Renovation o Developing the business case for expansion and renovation o Synchronicities partners will help support, inform and advocate for the

expansion as both cities just went through major expansions and understand the process of engaging with stakeholder groups as destinations embark on these journeys

Visit Baltimore will be some one of 13 beta destinations to support the DMAI Apprenticeship program which offers 600 hours with a guaranteed job at the end of the program http://www.destinationmarketing.org/apprenticeship

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Meetings and Tourism Updates o FY2016 Sales Story

o Strong short-term booking success

o High performing industries include Scientific, Diversity and Sports

o CAB members’ meetings have total economic impact of $150+ million

o New metric for sales team based on number of events, not room nights

o DMO has 6 citywide and 3 self-contained sales professionals and 2 New Business Development team members

o DMO was careful not to aggressively poach business moved from North Carolina due to HB2 law

o AirBnB is not counted in the production numbers and does not generate hotel bed tax revenue however Visit Baltimore recognize the need to advance the AirBnB dialogue and the local and state level to ensure that we are engaging with this community to advance our industry and our mission

o Strong focus on linking planners to local intellectual community thru MeetLocal program and annual educational forum and tradeshow.

o TAP Report indicates that large events and shows are outgrowing the footprint of the Convention Center http://www.tapreport.com/tapreport

Competitive Set Feedback o Houston is growing in importance

internationally due to its great package (especially medical meetings). The DMO has dedicated employee for healthcare that can tip the balance in destination site decisions

Deputy Police Commissioner Jason Johnson The Deputy Police Commissioner discusses the department’s key issues; the following summarizes his comments:

o 100% focus on improvements to the Department

o Consent Decree Update https://www.nytimes.com/2017/04/07/us/baltimore-justice-department-police-consent-decree.html?_r=0

o The Department supports the decree and the need for overall departmental improvements

o Community Policing Strategy o Crime is a symptom of deeper problems,

challenged neighborhoods have across the board issues including schools, parks, urban blight and crime

o Transformation zones have been identified o New York City’s Neighborhood

Coordinating Officers (NCO) model http://www.nyc.gov/html/nypd/html/home/poa_wayforward.shtml is being used in Baltimore

o Downtown Business District now has increased uniformed foot patrols and presence

o Ongoing training in building and nurturing community relationship and offering social engagement

o Body Cams on 1,100 of 2,600 officers o Pilot programs working with City youths

o 2nd year in multi-year partnership with Outward Bound with at risk kids

o Youth mediation program o Police Explorer program for kids

interested in Police careers o Visit Baltimore will be attending along w

Baltimore Convention Center partners the US Travel Summit

o US Travel Safety & Security Summit in NYC https://www.ustravel.org/events/secure-tourism-summit/schedule

CAB Feedback o Some locals have perception that BPD officers

are “mean”, and questioned what is being done proactively to address and change the perception and reality needs to be addressed

o Policing profession in general suffers from this reality and perception

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Baltimore Convention Center Current snapshot against competitive set: Architects and engineers being interviewed now for reinvention, renovation and expansion plans

o Phase One is research to determine the best possible solution for the Baltimore City to remain a competitive and relevant meetings and convention destination.

o The Sheraton Hotel site is included in potential expansion space o Numerous options including development of a new HQ hotel, expansion space

and entertainment arena or any parts of those options o By end of 2017, concepts and costs identified o By Spring 2018, project details will be identified, then stakeholders will look to

indentify funding. o Potential new Arena concept being studied in addition to an arena being

included in one of the concepts being studied. o Planners stated that a new Arena will not serve their needs unless it can

be easily converted to exhibit space o Once the plans for the project have been determined , Customers and industry

partner groups will be included in the evolution of the design to ensure we maximize these groups industry expertise and experience.

o Develop and share talking points with CAB and customers once the plan is final o Sustainability Report was shared o Tyler DeBella was named Event Service Professional Association (ESPA)

Convention Services Manager of the year in January 2017 http://www.espaonline.org/csm_oftheyear.html

o Stacey Knoppel guest lecturer at Morgan University o Claire Copsey is retiring in June 2017 after 38 years of service

B a l t i m or e C onve nt i on C e nt e r E xpa ns i on

C o n v e n t i o n C e n t e r C o n s t r u c t i o n S n a p s h o t :

P r i m e E x h i b i t S p a c e t o b e A d d e d 1 , 0 6 6 , 0 1 0 s f T h r o u g h E x p a n s i o n s 7 7 , 0 1 0 s f N e w B u i l d s 4 2 9 , 0 0 0 s f

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Convention Center Capital Projects o 8,000 new chairs are on order o New waterproofing o New chilled water plant o New landscaping o Digital Signage being reviewed for potential installation

both inside and outside o Updating website http://www.bccenter.org/ in 2017

Light City http://lightcity.org/

o Launched by the Baltimore Office of Promotion & The Arts in 2016, Light City Baltimore is the first large-scale, international light festival in the United States. In its first year, Light City welcomed 400,000+ people over seven nights

o Light City is a free festival that transforms Baltimore with large-scale light installations, performances, music and innovation. Central to Light City is the BGE Light Art Walk along Baltimore’s Inner Harbor, featuring 50+ attractions including illuminated sculptures, projections, interactive technologies, performances, concerts, food vendors and a children’s area

o Light City’s innovation programming, Labs@LightCity generates an ecosystem of ideas and learning during the day while lights, performances and live music reimagine Baltimore at night

o http://www.lonelyplanet.com/news/2017/04/05/light-city-baltimore/ o https://issuu.com/southwestmag/docs/march_2017/108

Light City

Baltimore

March 31- April

9, 2017

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Kirby Fowler – Downtown Development Kirby Fowler is President of the Downtown Partnership of Baltimore, Inc. (“DPOB”), and the Executive Director of the Downtown Management Authority – nonprofit organizations working with the public and private sectors to make Downtown Baltimore a great place for businesses, employees, residents, and

visitors. Downtown Baltimore is the fastest growing neighborhood in the City and ranks 8th in residential density and 12th in employment density nationwide. DPOB employs approximately 140 people dedicated to clean sidewalks and streets; maintain a hospitable environment; oversee park spaces and greening initiatives; promote economic development; monitor infrastructure projects; reduce traffic congestion; provide business networking opportunities and market downtown amenities

Kirby’s presentation is published on the CAB microsite 42,861 residents (mostly renters choosing to) live downtown 91% occupancy downtown 122,242 people work downtown www.GoDowntownBaltimore.com

CAB Feedback:

o Long held, widely embraced, deeply engrained consumer perception that Baltimore is a “gritty, dirty city” and not able to compete w east coast cities such as DC and Boston

o Share Baltimore’s revival messages and realities to consumers and decision makers o Affordability, accessibility and value are major appeals for Baltimore o Be authentic, find what you own and don’t try to be exactly like competitive set

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The CAB broke into groups and brainstormed about ways for Visit Baltimore to evolve and remain relevant to meeting professionals, their stakeholders and the local community. The following summarizes the CAB’s feedback: Intellectual Capital:

o Create list of resources in different vertical markets; customize and share with planners during RFP process

Light City o City Garage location was cited as too remote o Develop increased downtown building and residential involvement; create

relationships with building owners/managers who don’t participate in lighting their building and advocate inclusion in the festival

o Create program to illuminate area buildings for conferences o Ensure Light City doesn’t overpower Charm City message o Engage through the year o Use app to create unique involvements o Elevate the festival each year

Membership Model o Develop tiered membership levels similar to Anaheim’s model o Investigate ROI for wider variety of models o Develop standards to ensure members meet expectation; consider planner/peer

reviews o Measure current cost to manage membership programs vs. revenue generated o Make every business an automatic member o Total reevaluation of the membership model (“blow it up”)

Diversity o Ensure workplace diversity reflects the local population

Meeting Industry Partnerships o Use funds strategically in partnership activities (i.e. PCMA parties) less emphasis on

large customer events more unique and meaningful engagements o Engage locals to share and document authentic stories o o Expand meet and greet with local leaders to celebrate launch of show – bring local

luminaries o Quality over quantity o In lieu of spending money at industry events, create focused vertical market fam

trips to Baltimore with distinct educational component (ensure trips are simple and quick)

Visit Baltimore 2020 The key tenant of DMAI’s DestinationNEXT project were outlined https://www.destinationmarketing.org/destinationnext

o Develop bi-directional conversations with both leisure visitors and meeting planners rather than broadcasting information and offers

o Create and deliver a uniquely compelling brand essence that manifests at each visitor engagement point and is community-embraced

o Explore business-model alternatives to ensure the sustainability of DMOs and long-term support for the local tourism industry

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Shift perceptions o Start with consumer marketing campaign o Evaluate Visit Baltimore Board of Director’s understanding of the issue o Create grass roots campaign to involved the Board and the community populated by

a broad coalition of DMO, tourism community and general population o It was noted that The Mayor is creating a new “Perception Task Force” with

local community leaders o Focus on specific areas:

o Food o Sports o Family Activities o Festivals o Neighborhoods o Arts, Culture & History

o Ensure local community is involved and committed o Ensure local and national bloggers involvement o Use every channel; include wide radius of geography

The Ultimate Guide to Event Internet Success John Rissi – Senior Vice President – PSAV and Co-Chair of the CIC APEX Internet Work Group http://www.conventionindustry.org/APEX/bandwidthconnectivity.aspx John discussed ways to ensure successful use of internet connectivity. His slides have been posted to the CAB microsite and comments and contact information are noted below:

o John may be reached via email: jrissi@psav.com or phone: 602.502.6731 o Planners need to understand:

o Dedicated vs. shared bandwidth; if shared, be sure to know how much of the pipeline is shared

o Wireless Access Point technology o MyFi use and potential interference caused by users o Detailed bandwidth use reports o Bandwidth capability to and from your venue o Density mapping, access points and coverage o Focus on bandwidth consumption and demand for rational pricing

o Use www.speedtest.net to evaluate down and upload speeds o Bandwidth Use Estimator

http://www.conventionindustry.org/APEX/bwidthestimator.aspx o Generally, internet consumption is increasing by 10% annually o Meeting industry must lobby providers for rational pricing and communication o RFP Strategy Guide http://www.conventionindustry.org/docs/default-source/apex-

bandwidth-and-connectivity/internet-rfp-strategy-guide.pdf o Bringing own internet access into a venue is an option, but it requires access to the

venue’s circuit o Internet pirate activity using MyFi devices and guest badges to access show floor can

be mitigated by using technology identifying rogue MyFi devices o Members in attendance may receive 1 hour of continuing education credit under

Domain G – Meeting and Event Design. Use the CAB agenda as proof. Members may also receive CMP points for participating on the CAB.

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Industry Trends and Problem Solving The CAB discussed key issues impacting their meetings, show and events; the following outlines their comments:

o Frustration expressed regarding identifying and separating real news from fake news and how fake news impacts meetings, shows and events

o http://aplus.com/a/fake-news-graph-imgur-user?no_monetization=true

o Increased use of Social Media by attendees to air grievances (real and perceived)

o Risk Management o Active Shooter Awareness

and increased Risk Management Planning

o Practice drills with office and planning teams

o Cyber attacks o Mergers and acquisitions creates

new reality; partner and sponsorship dollars are at risk; Organizational leaders are called to adjust strategies need attention and study and overall expectation that there will an increased pace of change; CEIR addressed issue as part of Predict program; suggested need to investigate and promote further industry dialogue.

o Impact of “Bathroom Bills”, demand for gender neutral bathrooms and overall need for attendee and community inclusiveness; planners need to make informed smart decisions

o The following link was shared after the meeting and was cited as potential for negative impact on attendance http://www.masstransitmag.com/press_release/12322126/220-cities-losing-all-passenger-train-service-per-trump-elimination-of-all-federal-funding-for-amtraks-national-network-trains

General Issues

o Create user friendly tools to help planners find and nurture relationships with suppliers and vendors outside the Inner Harbor

o Integrate Visit Baltimore Foundation apprenticeship programs into planning of major conventions consider a public component to ensure local community engagement and benefits where applicable.

o Consider scheduling CAB meeting over future Meet Local events http://baltimore.org/meetlocal

o Advocate local building owners to have engagement with Light City 2018

o More focus on marketing local initiatives with Synchronicities partners

o Add neighbor maps to CAB microsite o Share details of United Way Initiative with the

CAB o Invite Mayor’s Perception Committee

members to attend a portion of the next CAB meeting; share their key communication tools with the CAB

Convention Center renovation & Expansion o Use CAB members strategically to advocate

for their expansion space needs o Add Denver, Portland and Phoenix to the

competitive set as “Hot Cities” o Review all aspects of the recent Sydney,

Louisville, Moscone Center expansions o Share Business Events Sydney Economic

Impact model with CAB ; Tina Wehmeir to connect Amy Calvert with Lyn Lewis-Smith, Chief Executive Officer, Business Events Sydney llewis-smith@BESydney.com.au

Safety & Security o Communicate positive changes in BPD to local

community and planners o Customized messages to clients regarding

safety security and the changes taking place in the Police Department

o Train hotel staff to communicate realistic messages regarding guest security

o Follow up with Heidi Prange regarding hotel staff warning from staff for attendees not to walk outside at night

Action Items &Recommendations April 2017