Dallas Convention & Visitors Bureau

TO FAVORABLY IMPACT THE DALLAS ECONOMY THROUGH TRAVEL AND TOURISM.

CITY SALES AND MARKETING: DESPITE THE PANDEMIC EFFECTS OF COVID-19, DCVB BOOKED 1.26 MILLION ROOM NIGHTS IN FY21 FOR A FUTURE ECONOMIC IMPACT OF $1.22 BILLION. PROMOTIONAL EFFORTS TO ATTRACT VISITORS TO THE CITY OF DALLAS WERE LASER-FOCUSED TO SECURE 665 EVENTS INCLUDING 13 LARGE CITYWIDE CONVENTIONS. A NEW ADVERTISING AGENCY OF RECORD WAS SELECTED AND ONBOARDED TO DELIVER A FULL-SCALE CONSUMER CAMPAIGN FOR THE CITY OF DALLAS - "FIND YOUR ALL" - WITH NEW CREATIVE ASSETS DEVELOPED AND LAUNCHED ACROSS MULTIPLE PLATFORMS INCLUDING BROADCAST, DIGITAL, PRINT, BILLBOARD, AND SOCIAL MEDIA. REGIONAL DRIVE MARKETS BECAME A KEY PRIORITY AS LEISURE SPENDING LED THE INDUSTRY'S RECOVERY IN FY21. DALLAS HOTELS EXPERIENCED A SIGNIFICANT SPIKE IN WEEKEND LEISURE VOLUME AS EVIDENCED BY 2021 LABOR DAY TRAVEL THAT EXCEEDED 2020 AND 2019 BY 56% AND 13%, RESPECTIVELY. THE TEXAS-OU FOOTBALL GAME WEEKEND, WHICH IS TRADITIONALLY A SELL-OUT WEEKEND, SUSTAINED TRAVEL LEVELS THAT WERE 102% HIGHER THAN 2020 AND 15% HIGHER THAN 2019. REVENUE DURING THE 2021 TEXAS-OU GAME WEEKEND DELIVERED THE CITY'S HIGHEST PERFORMING DAYS SINCE THE 2011 SUPER BOWL.

EVENT PROCUREMENT AND HOSPITALITY: VISITORS GENERATED $3.11 BILLION IN DIRECT SPENDING AND SUPPORTED 39,598 JOBS WITH A TOTAL ECONOMIC IMPACT OF $5 BILLION IN FY21. DALLAS EMERGED FROM THE PANDEMIC HOSTING VARIOUS EVENTS THAT INCLUDED ITS FIRST IN-PERSON CITYWIDE CONVENTION FOR THE ASIAN AMERICAN HOTEL OWNERS ASSOCIATION AND NUMEROUS HIGH-PROFILE SPORTING EVENTS WITH BROADCASTS ON MAJOR NETWORKS SUCH AS CBS, FOX SPORTS, AND STREAMING INTERNATIONAL PLATFORMS. PROFESSIONAL VOLLEYBALL MADE US HISTORY AS ATHLETES UNLIMITED CHOSE DALLAS FAIR PARK COLISEUM TO HOST ITS INAUGURAL SEASON. THE DALLAS SPORTS COMMISSION ALSO SECURED THE 2021 CONCACAF GOLD CUP GROUP STAGE A MATCHES FEATURING MEXICO AND EL SALVADOR AT AT&T STADIUM, COTTON BOWL STADIUM AND TOYOTA STADIUM IN ADDITION TO QUARTERFINALS AT AT&T STADIUM. DURING THE EARLY DAYS OF THE PANDEMIC, DALLAS LED THE NATION AS THE FIRST DESTINATION TO RECEIVE GLOBAL BIORISK ADVISORY COUNCIL (GBAC) STAR ACCREDITATION. BY THE CLOSE OF FY21, 33 HOTELS EARNED ACCREDITATION ALONG WITH THE KBH CONVENTION CENTER, DFW INTERNATIONAL AIRPORT, DALLAS LOVE FIELD, AT&T STADIUM, AND AMERICAN AIRLINES CENTER.

DTPID PROGRAM MANAGEMENT: DELIVERING THE PROGRAMS AND IMPROVEMENTS OF THE DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT'S ANNUAL SERVICE PLAN LEVERAGED A TRANSFORMATIVE IMPACT THROUGHOUT THE CITY OF DALLAS. MEDIA PLACEMENTS CREATED BY DCVB MEASURED 108,120,640 IMPRESSIONS IN FY21. TWENTY-FIVE DTPID-SPONSORED CONFERENCES AND TRADESHOWS WERE EXECUTED BY DCVB TO AMPLIFY DALLAS BRAND RECOGNITION. THESE EVENTS PRODUCED VITAL ONE-ON-ONE APPOINTMENTS WITH ACCESS TO IMPORTANT DECISION-MAKERS WHO DETERMINE PLACEMENT OF FUTURE EVENTS AND MEETINGS. OVER 100 SITE VISITS AND FAMILIARIZATION TOURS WERE CONDUCTED IN FY21, AS DCVB BROUGHT TOUR OPERATORS, TRAVEL AGENTS, JOURNALISTS, AND EVENT PLANNERS TO DALLAS TO EXPERIENCE THE CITY FIRST-HAND. DTPID-FUNDED INCENTIVES ALLOWED DCVB TO SECURE FUTURE CITYWIDE EVENTS WITH A COMBINED ECONOMIC IMPACT OF OVER $338 MILLION FOR THE CITY OF DALLAS. DTPID'S INCENTIVE PROGRAM FOR LOCAL ARTS, SPECIAL EVENTS, TOUR OPERATORS, FILM, AND HOTELS PROVIDED MORE THAN $1.4 MILLION IN MARKETING INITIATIVES AND INCENTIVES FOR SMALL GROUPS CONSIDERING DALLAS AMONG OTHER DESTINATIONS. DCVB MEASURES EACH EVENT'S PERFORMANCE TO ENSURE A 10-TO-1 RETURN ON INVESTMENT.