Dallas Tourism Public Improvement District Corporation

THE DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT IS A PUBLIC IMPROVEMENT DISTRICT DEDICATED TO IMPROVING CONVENTION AND GROUP HOTEL BOOKINGS AND HOTEL ROOM NIGHT CONSUMPTION IN THE CITY OF DALLAS, TEXAS.

PROVIDING THE SUSTAINABLE FUEL FOR OUR CITY'S SUCCESSFUL CONVENTION AND MEETINGS BUSINESS, DTPID FUNDS VISIT DALLAS' INCENTIVE AND SALES PROGRAMS. INCENTIVES REDUCE THE COST AND/OR PROVIDE COMPLIMENTARY RENTAL OF THE KAY BAILEY HUTCHISON CONVENTION CENTER DALLAS, ALLOWING DALLAS TO COMPETE WITH OTHER TOP CITIES FOR EVENT BUSINESS. INCENTIVES AND SALES EFFORTS COMPRISED 42.5% OF DTPID SPENDING IN FY23. THIS REPRESENTS THE GREATEST RETURN ON INVESTMENT (ROI) FOR THE DTPID AND FOR DALLAS, AS GROUP MEETING ATTENDEES SPEND MORE ON AVERAGE THAN ANY OTHER VISITORS. INCENTIVES AND SALES SPENDING PRODUCE AN ROI OF AT LEAST 10 TO 1, CALCULATED BY ANTICIPATED LODGING REVENUES DIVIDED BY THE APPROVED INCENTIVE. TO DATE, INCENTIVE FUNDING BY THE DTPID FOR CITYWIDE EVENTS HAS GENERATED AN AVERAGE ROI OF 14 TO 1. SINCE THE DTPID'S INCEPTION IN 2012, EVERY DOLLAR SPENT ON SALES INCENTIVES HAS PRODUCED $14 IN HOTEL ROOM NIGHT ACTIVITY FOR DALLAS.IN FY23, DTPID'S INVESTMENT BROUGHT MAJOR CITYWIDE EVENTS TO TOWN, INCLUDING THE NATIONAL AUTOMOBILE DEALERS ASSOCIATION, INTERNATIONAL ROOFING EXPO, AUSTIN JUNIOR VOLLEYBALL ASSOCIATION, ASIS GSX, DALLAS SAFARI CLUB, NATIONAL CHEERLEADERS ASSOCIATION, NCAA WOMEN'S FINAL FOUR, AMONG MANY OTHERS. MINI-WIDE* AND CITYWIDE** INCENTIVES PAID IN FY23 TOTALED $4.3 MILLION.*MINI-WIDE: EVENTS WITH 1,000-2,499 HOTEL ROOMS ON PEAK BOOKED BY VISIT DALLAS**CITYWIDE: EVENTS WITH 2,500 OR MORE HOTEL ROOM NIGHTS ON PEAK BOOKED BY VISIT DALLAS

THE DTPID FUNDS MARKETING ACTIVITIES THAT KEEP DALLAS TOP OF MIND AS A DESTINATION FOR BOTH BUSINESS AND LEISURE TRAVEL. THE DTPID'S MARKETING FUNDS - WHICH CONSTITUTE APPROXIMATELY 35% OF DTPID ANNUAL SPENDING, AND MOST OF VISIT DALLAS' MARKETING BUDGET - ALLOW FOR THE PURCHASE OF PRINT, STREAMING VIDEO, RADIO, OUT-OF-HOME AND DIGITAL AD PLACEMENTS IN PRIORITY MARKETS TARGETED AT CONSUMERS AND MEETING PROFESSIONALS. FUNDS ALSO ALLOW FOR CONTRACTED MARKETING SERVICES, COLLATERAL DEVELOPMENT, CAMPAIGN PRODUCTION, EVENT SPONSORSHIP AND FOCUS GROUP RESEARCH TO TEST CAMPAIGNS. WITH THE SUPPORT FROM DTPID, VISIT DALLAS CONTINUED THE FIND YOUR ALL PAID MEDIA CAMPAIGN IN PRIMARY MARKETS. THE TOTAL PAID MEDIA INVESTMENT FOR FY23 WAS $3.5 MILLION - 70% INVESTED IN THE LEISURE MARKET AND 30% INVESTED IN TRADE - AND PRODUCED MORE THAN 246 MILLION IMPRESSIONS AND 147,000 VISITS. MOST NOTABLY, CAMPAIGN PERFORMANCE EXCEEDED THE FY23 MARKETING ROOM NIGHT GOAL BY AN IMPRESSIVE 13%, CONTRIBUTING A TOTAL OF 320,670 ROOM NIGHTS. THIS SUCCESS TRANSLATED TO A SUBSTANTIAL ECONOMIC IMPACT OF $240,380,820, REPRESENTING A RETURN OF $125 FOR EVERY DOLLAR SPENT ON ADVERTISING.

IN FY23, THE DTPID PROVIDED FUNDING TO SUPPORT 329 SITE VISITS AND FAMS, KEEPING DALLAS A TOP PLAYER IN WORLDWIDE DESTINATIONS. KEY DECISION-MAKERS IN CORPORATE EVENTS, TRADE SHOWS, SPORTS, TOURISM-AS WELL AS MEMBERS OF THE MEDIA AND OTHER INFLUENCERS-ARE INVITED TO TAKE PART IN SITE VISITS AND FAMILIARIZATION TOURS (FAMS). THESE STRUCTURED EXPERIENCES INCLUDE STOPS AT MANY DIFFERENT LANDMARKS, HOTELS AND RESTAURANTS, SHOWCASING THE DEPTH AND BREADTH OF ACTIVITIES AVAILABLE FOR ANY GROUP ON ITS VISIT TO DALLAS. TEN PERCENT OF DTPID'S SPENDING IS DEDICATED TO PAYING NONSTAFF TRAVEL AND TOUR EXPENSES TO BRING THESE DECISION-MAKERS TO DALLAS TO HIGHLIGHT EVERYTHING THAT MAKES DALLAS THE STAR OF THE LONE STAR STATE.THE DTPID BOARD APPROVED $50,000 IN INCENTIVES IN FY23 FOR THE FILM INCENTIVE PROGRAM. PRODUCERS CONTRACTING A MINIMUM OF 15 ROOM NIGHTS AT DTPID HOTELS WERE ELIGIBLE FOR 10% OF THE DAILY HOTEL CONTRACT ROOM RATE AS AN INCENTIVE FOR CHOOSING DALLAS. LIKEWISE, THE TOUR OPERATOR INCENTIVE PROGRAM SUPPORTS LEISURE TOUR OPERATORS WHO CONTRACT A MINIMUM OF 15 HOTEL ROOM NIGHTS AT DTPID HOTELS FOR GROUP LEISURE, EDUCATIONAL OR INCENTIVE TRAVEL ONLY. THE DTPID BOARD APPROVED $50,000 IN INCENTIVES FOR FY23. TOUR OPERATORS WERE ELIGIBLE FOR A 10% INCENTIVE OF THE TOTAL ROOM REVENUE ACTUALIZED. BOTH PROGRAMS ARE FUNDED THROUGH DTPID'S INCENTIVES & SALES, AND FUNDING IS SUBJECT TO BOARD APPROVAL.MORE THAN $1 MILLION PER YEAR OF THE DTPID'S FUNDS ARE APPROVED ANNUALLY TO SUPPORT LOCAL ARTS AND CULTURAL EVENTS MARKETING. SINCE DTPID'S INCEPTION IN 2012, ITS EVENT MARKETING FUND HAS CONTRIBUTED MORE THAN $11.5 MILLION TO OVER 200 LOCAL ARTS AND CULTURE ORGANIZATIONS, WHICH HAVE PRODUCED 677 EVENTS SUPPORTED BY THIS FUNDING. IN FY23, THE DTPID EVENT MARKETING INCENTIVE SIGNIFICANTLY IMPACTED OUR CULTURAL INSTITUTIONS BY INJECTING NEARLY $1.5 MILLION TO BENEFIT 74 ORGANIZATIONS, GENERATING 172,605 REPORTED HOTEL ROOM NIGHTS.