Lou McErlean 5809 Brushy Creek Trail Dallas, Texas 75252 972-571-0448 [email protected] SUCCESS STORY: Identifying and Developing a New Revenue Stream SITUATION: As a destination marketer (DMO), the Dallas Convention and Visitors Bureau (DCVB) functions as “the marketing arm” of the city/region, responsible for bringing business and leisure travel to Dallas. Marketing a destination effectively is a monumental and expensive endeavor, and the DCVB needed to generate new revenues to support marketing/sales efforts. SOLUTION: In researching the current revenue generation model, I discovered the focus was on those organizations which were already familiar with the business benefits of business and leisure travel, like hotels, restaurants and attractions. But these organizations are just a fraction of the overall business community in Dallas, and since business and leisure travel benefits ALL area businesses, I realized that I needed to demonstrate that value to non-Hospitality businesses, to garner their support for the DCVB. ACTION: I developed a business plan, value proposition, and pitch to convince non-Hospitality businesses that the DCVB’s success in bringing business and leisure travel to Dallas was important to THEM, not just transient-oriented businesses. The centerpeice of the endeavor was a positioning document designed to tell the DCVB’s story so that everyone could understand and value it. Once developed, an outreach commenced which included exclusive meetings with business community influencers to help advocate. RESULTS: • Created a completely new revenue stream, and the first-of-its-kind in the DMO industry. • Engaged with six area Fortune 1000 companies representing over $5B in revenues, selling sponsorships to BB&T, ClubCorp, Dr Pepper, JC Penney, Jones Lang LaSalle, and MoneyGram. • Helped generate $1.1 million in cash and $2.25 million in in-kind to offset costs of conducting an event called “The Super Bowl of Meetings” (American Society of Association Executives’ Annual Meeting, attended by over 6,000 association leaders and meeting planners), which is forecasted to generate tens of millions of dollars in economic impact from future meetings booked in Dallas. Positioning/Story Document Executive / Influencer Event Invitation

Success Story - DCVB Developing New Revenue Stream

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Page 1: Success Story - DCVB Developing New Revenue Stream

Lou McErlean 5809 Brushy Creek Trail

Dallas, Texas 75252 972-571-0448

[email protected]

SUCCESS STORY: Identifying and Developing a New Revenue Stream

SITUATION: As a destination marketer (DMO), the Dallas Convention and Visitors Bureau (DCVB) functions as “the marketing arm” of the city/region, responsible for bringing business and leisure travel to Dallas. Marketing a destination effectively is a monumental and expensive endeavor, and the DCVB needed to generate new revenues to support marketing/sales efforts. SOLUTION: In researching the current revenue generation model, I discovered the focus was on those organizations which were already familiar with the business benefits of business and leisure travel, like hotels, restaurants and attractions. But these organizations are just a fraction of the overall business community in Dallas, and since business and leisure travel benefits ALL area businesses, I realized that I needed to demonstrate that value to non-Hospitality businesses, to garner their support for the DCVB. ACTION: I developed a business plan, value proposition, and pitch to convince non-Hospitality businesses that the DCVB’s success in bringing business and leisure travel to Dallas was important to THEM, not just transient-oriented businesses. The centerpeice of the endeavor was a positioning document designed to tell the DCVB’s story so that everyone could understand and value it. Once developed, an outreach commenced which included exclusive meetings with business community influencers to help advocate. RESULTS:

• Created a completely new revenue stream, and the first-of-its-kind in the DMO industry. • Engaged with six area Fortune 1000 companies representing over $5B in revenues, selling

sponsorships to BB&T, ClubCorp, Dr Pepper, JC Penney, Jones Lang LaSalle, and MoneyGram. • Helped generate $1.1 million in cash and $2.25 million in in-kind to offset costs of conducting an

event called “The Super Bowl of Meetings” (American Society of Association Executives’ Annual Meeting, attended by over 6,000 association leaders and meeting planners), which is forecasted to generate tens of millions of dollars in economic impact from future meetings booked in Dallas.

Positioning/Story Document Executive / Influencer Event Invitation