Dialogue to Achieve Common Dialogue to Achieve Common Measurement/ Indicators for Measurement/ Indicators for

Group BusinessGroup Business

Reyn Bowman, President & CEOReyn Bowman, President & CEO

Durham Convention & Visitors BureauDurham Convention & Visitors Bureau

DefinitionsDefinitions

Average OccupancyAverage Occupancy – Average number of – Average number of available guest rooms occupied during a available guest rooms occupied during a period of time.period of time.

Average Daily RateAverage Daily Rate – Average rate for the – Average rate for the available guest rooms actually sold during a available guest rooms actually sold during a period of time.period of time.

Lodging Revenue Per RoomLodging Revenue Per Room (REVPar) (REVPar) Revenue per available guest room, whether Revenue per available guest room, whether vacant or occupied during a period of time.vacant or occupied during a period of time.

DefinitionsDefinitions

Room NightsRoom Nights – number of guest rooms – number of guest rooms utilized over the course of an event or utilized over the course of an event or meeting. meeting. Peak RoomsPeak Rooms – Highest number of rooms – Highest number of rooms used on one night during the event.used on one night during the event.Room Pick UpRoom Pick Up – Total room nights – Total room nights actually used by the eventactually used by the eventPick up PatternPick up Pattern – Total room nights used – Total room nights used per night during the event.per night during the event.

DefinitionsDefinitions

Guests Per RoomGuests Per Room – Average number of – Average number of individuals occupying each room.individuals occupying each room.

Event LengthEvent Length – Number of days and – Number of days and nights of the event.nights of the event.

““Rotatibility”Rotatibility” – The ability of an event to – The ability of an event to rotate to more than one community over rotate to more than one community over time.time.

DefinitionsDefinitions

Definite BookingDefinite Booking – Booking confirmed in – Booking confirmed in writing by the planner with a letter of intent writing by the planner with a letter of intent to the bureau or headquarters propertyto the bureau or headquarters property

Tentative BookingTentative Booking – Potential future – Potential future booking where the planner has expressed booking where the planner has expressed interest, but has not yet confirmed.interest, but has not yet confirmed.

Occurring Meeting or EventOccurring Meeting or Event – Events – Events actually taking place in a given time actually taking place in a given time period.period.

DefinitionsDefinitionsLeadLead – An inquiry that has been qualified – An inquiry that has been qualified as feasible for a specific destination, as feasible for a specific destination, including cleared dates, specs and details, including cleared dates, specs and details, which is then distributed by the DMO to which is then distributed by the DMO to potential venues targeted by the planner. potential venues targeted by the planner.

Overflow RoomsOverflow Rooms – Rooms needed – Rooms needed outside the headquarters property, or outside the headquarters property, or requested by one destination of another to requested by one destination of another to accommodate a group that is largely accommodate a group that is largely hosted by one destination. hosted by one destination.

DefinitionsDefinitions

Multi-Destination EventMulti-Destination Event – An event large – An event large enough to require facilities in more than enough to require facilities in more than one destination and a joint bid process. A one destination and a joint bid process. A multi-destination event has regional impact multi-destination event has regional impact and utilization, not just draw.and utilization, not just draw.Market SegmentsMarket Segments – Breakdowns by event – Breakdowns by event type, attendee origin, and attendee type. type, attendee origin, and attendee type.Event TypeEvent Type – Convention and meetings, – Convention and meetings, exhibition/trade show, group tour, sports, exhibition/trade show, group tour, sports, film and consumer show.film and consumer show.

DefinitionsDefinitionsAttendee OriginAttendee Origin– InternationalInternational – Draws national and int’l audience, 15% – Draws national and int’l audience, 15%

or more reside outside the host country.or more reside outside the host country.– NationalNational – Draws national audience, more than 40% – Draws national audience, more than 40%

reside outside a 400 mile radius.reside outside a 400 mile radius.– RegionalRegional – Delegates reside in a multi-state area, – Delegates reside in a multi-state area,

60% within a 400 mile radius.60% within a 400 mile radius.– StateState – More than 80% of the delegates reside in the – More than 80% of the delegates reside in the

event state, and more than 20% of the delegates event state, and more than 20% of the delegates reside outside a 50-mile radius.reside outside a 50-mile radius.

– Local/IntraregionalLocal/Intraregional – 80% of the delegates reside – 80% of the delegates reside within a 50-mile radius, typically do not require within a 50-mile radius, typically do not require overnight accommodations.overnight accommodations.

DefinitionsDefinitions

Attendee Type Attendee Type – DelegatesDelegates – Those who attend an event to – Those who attend an event to

participate.participate.– Day DelegatesDay Delegates - Non residents who commute - Non residents who commute

from home to participate in an event.from home to participate in an event.– ExhibitorsExhibitors – Thos who attend an event to staff – Thos who attend an event to staff

an exhibit.an exhibit.– AttendeesAttendees – a combination of delegates, – a combination of delegates,

exhibitors, media, speakers, exhibitors, media, speakers, guests/companions, etc.guests/companions, etc.

DefinitionsDefinitionsDelegate SpendingDelegate Spending – Total spending during an event by – Total spending during an event by day and overnight delegates and guests/companions.day and overnight delegates and guests/companions.Organizer SpendingOrganizer Spending – Total spending per delegate or – Total spending per delegate or exhibitor by the sponsoring organization.exhibitor by the sponsoring organization.Economic ImpactEconomic Impact – Total spending times the county- – Total spending times the county-specific input/output multiplier. This represents the specific input/output multiplier. This represents the number of times the dollars are re-spent within the number of times the dollars are re-spent within the county’s economy before they go outside to pay for county’s economy before they go outside to pay for supplies produced elsewhere or to pay debt. This is supplies produced elsewhere or to pay debt. This is usually 1.2 – 1.7 times the direct spending amount.usually 1.2 – 1.7 times the direct spending amount.Non-Visitor Event ImpactNon-Visitor Event Impact – Total spending including – Total spending including residents and spending by the organizer outside the residents and spending by the organizer outside the county.county.

SourcesSources

IACVB and NTA Expenditure Surveys IACVB and NTA Expenditure Surveys (indexed to local indicators)(indexed to local indicators)

Smith Travel Research (customized to Smith Travel Research (customized to county level)county level)

National Association of Sports National Association of Sports CommissionsCommissions

Past Event HistoryPast Event History

Surveying Event Organizers and Lodging Surveying Event Organizers and Lodging PropertiesProperties

Collecting DataCollecting Data

How to get cooperation (justification to How to get cooperation (justification to provide)provide)– Ensure confidentially of individual property Ensure confidentially of individual property

datadata– Show overall impact of meetingsShow overall impact of meetings– Show return on investment, occupancy taxes Show return on investment, occupancy taxes

spentspent– Provide market trends, guide marketing Provide market trends, guide marketing

adjustmentsadjustments– Explain impact of changes in supplyExplain impact of changes in supply– Justify or refute need for expanded facilitiesJustify or refute need for expanded facilities

Collecting DataCollecting Data

What to do when a property won’t What to do when a property won’t cooperatecooperate– Use averages from similar propertiesUse averages from similar properties– Hold roundtables to let early adopters Hold roundtables to let early adopters

persuade resisters persuade resisters – Pursue higher up in the organizationPursue higher up in the organization– Adopt policies to predetermine listings and Adopt policies to predetermine listings and

leads based on cooperationleads based on cooperation

Adapting or Indexing Adapting or Indexing Expenditure SurveysExpenditure Surveys

Index the average rate used in the model to the Index the average rate used in the model to the average rate relevant to that group in your average rate relevant to that group in your community.community.

Index people per room to account for amateur Index people per room to account for amateur sports groups that room far more than the model sports groups that room far more than the model reflects.reflects.

Through surveys of or at local features, Through surveys of or at local features, determine the customary resident to non-determine the customary resident to non-resident ratio.resident ratio.

Adapting or Indexing Adapting or Indexing Expenditure SurveysExpenditure Surveys

Adjust models for centric MSA’s downward Adjust models for centric MSA’s downward to reflect regions with no dominant to reflect regions with no dominant destination.destination.

Reconcile significant differences between Reconcile significant differences between the impact in your county versus the the impact in your county versus the impact reported by previous hosts.impact reported by previous hosts.

FormulasFormulas

Convention and MeetingsConvention and Meetings

DCVB M&C DCVB M&C ExpenditureExpenditure Calculator Calculator

DCVB Meetings Impact TemplateDCVB Meetings Impact Template

Sports EventsSports Events

DCVB Sports Expenditure CalculatorDCVB Sports Expenditure Calculator

DCVB Sports Impact TemplateDCVB Sports Impact Template

Suggestions for Next StepsSuggestions for Next Steps

Session at next meeting to complete Session at next meeting to complete discussion and aligndiscussion and alignDevelop website portal where counties Develop website portal where counties can enter monthly information. can enter monthly information. (Computations could be set up behind the (Computations could be set up behind the scene so destinations just add raw scene so destinations just add raw numbers.)numbers.)Work with the Division to include group Work with the Division to include group statistics in the state’s annual report.statistics in the state’s annual report.