Dallas Convention & Visitors Bureau

OUR MISSION IS TO MARKET DALLAS GLOBALLY TO BENEFIT OUR COMMUNITY AND VISITORS.

CITY SALES AND MARKETING: FISCAL YEAR 2023 (FY23) WAS MARKED BY SIGNIFICANT MILESTONES AND DEVELOPMENT IN DALLAS' FUTURE, UNDERSCORING A COMMITMENT TO ENHANCING THE CITY AS A PREMIER DESTINATION FOR BUSINESS AND LEISURE TRAVEL. IT WAS DEFINED BY THE PROGRESS OF SEVERAL KEY PROJECTS, SUCCESSFUL PARTNERSHIPS AND STRATEGIC EFFORTS, MOST NOTABLY THE PASSING OF PROPOSITION A WHICH CEMENTED DALLAS' PLANS AND FUNDING FOR A NEW AND EXPANDED CONVENTION CENTER. THE BALLOT INITIATIVE AUTHORIZED A 2% INCREASE IN THE CITY'S HOTEL OCCUPANCY TAX, AND PLANS ARE ON TRACK TO BREAK GROUND FOR THE NEW CONVENTION CENTER IN 2024.THE MEETINGS AND EVENTS LANDSCAPE CONTINUES TO IMPROVE. OVER THE PAST SEVERAL YEARS, LEAD VOLUME HAS CONTINUED TO INCREASE. IN FY23, THE VISIT DALLAS SALES TEAM SURPASSED FY19 LEAD VOLUME BY ALMOST 500 LEADS.IN FY23, VISIT DALLAS BOOKED BOOKED 2.13 MILLION ROOM NIGHTS FOR A TOTAL ECONOMIC IMPACT OF $2.27 BILLION. THE TEAM BOOKED 1,416 EVENTS, INCLUDING 17 CITYWIDES. OUR DYNAMIC SALES TEAM PURSUED NEW OR RENEWED LEADS AND SECURED 33 CITYWIDE BOOKINGS FOR 2029 AND BEYOND, REPRESENTING 649,472 DEFINITE NEW ROOM NIGHTS. WITH KEY PARTNERS THROUGHOUT THE CITY, VISIT DALLAS TOOK A LEADERSHIP ROLE IN SOLIDIFYING A NEW, UNIFIED DESTINATION BRAND IDENTITY. THROUGH EXTENSIVE RESEARCH, INCLUDING INTERVIEWS, SURVEYS, FOCUS GROUPS, AND WORKSHOPS, ONE THING BECAME VERY CLEAR - THE STRENGTH OF DALLAS LIES IN ITS PEOPLE. THIS VIBRANT COMMUNITY IS CHARACTERIZED BY A CAN-DO SPIRIT, PRIDE AND WELCOMING PERSONALITY. IN SEPTEMBER 2023, THE MARKETING AND BRAND COMMITTEES APPROVED THE FINAL BRAND PLATFORM RECOMMENDATION.AS THE VISIT DALLAS MARKETING TEAM WORKED THROUGH A TRANSITION YEAR BETWEEN ADVERTISING AGENCY PARTNERS, THE FIND YOUR ALL PAID MEDIA CAMPAIGN RAN 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.

EVENT PROCUREMENT AND HOSPITALITY: VISITORS TO DALLAS CONTRIBUTED $6 BILLION IN DIRECT SPENDING WITH A TOTAL IMPACT OF $9.6 BILLION TO THE CITY'S ECONOMY, GENERATING 56,000 JOBS. FY23 FOCUSED HEAVILY ON NEW BOOKING STRATEGIES FOR 2025-2028. IN RESPONSE TO THE UPCOMING CONSTRUCTION OF A NEW CONVENTION CENTER BEGINNING IN 2024, THE VISIT DALLAS SALES COMMITTEE AND TEAM, ALONG WITH THE DTPID BOARD OF DIRECTORS, PROACTIVELY ADDRESSED POTENTIAL ROOM NIGHT LOSSES IN 2025-2028. THE PRIMARY FOCUS IS TO BOOST GROUP BUSINESS BY INTRODUCING NEW INCENTIVES, COUNTERING THE REVENUE IMPACT ON THE CITY DURING THE CONSTRUCTION PERIOD. THIS KEY INITIATIVE INVOLVES COLLABORATING WITH TOP THIRD-PARTY MEETING PLANNING PARTNERS AND SELLING AVAILABLE DATES DURING THE CONSTRUCTION PERIOD BY OFFERING INCREASED INCENTIVES TO THEIR CUSTOMERS FOR CONFIRMED BUSINESS BETWEEN 2025-2028. ALSO IN FY23, THE DALLAS SPORTS COMMISSION (DSC) HOSTED THE 2023 NCAA WOMEN'S FINAL FOUR. THE FINAL FOUR WAS A COMBINED CHAMPIONSHIP WITH DIVISION I, DIVISION II AND DIVISION III NATIONAL CHAMPIONSHIPS HOSTED AT THE AMERICAN AIRLINES CENTER. OVER 18.9M VIEWERS TUNED INTO THE BROADCAST TO SEE LSU COME AWAY THE DI NATIONAL CHAMPION. EACH GAME HAD 19,000 FANS IN ATTENDANCE, WITH 46 OUT OF 50 STATES REPRESENTED. OVERALL, THE 2023 NCAA WOMEN'S FINAL FOUR HAS PROVEN TO BE ONE OF THE WORLD'S MOST SUCCESSFUL WOMEN'S SPORTING EVENTS, AND AS THE CHERRY ON TOP, THE DSC SECURED THE 2031 NCAA WOMEN'S FINAL FOUR. DALLAS WAS ALSO RECOGNIZED AS THE NO. 1 SPORTS BUSINESS CITY BY SPORTS BUSINESS JOURNAL (SBJ) ON MARCH 20, 2023.

DTPID PROGRAM MANAGEMENT:PAID MEDIA PLACEMENTS EXECUTED THROUGH THE VISIT DALLAS TEAM RESULTED IN 246 MILLION IMPRESSIONS IN FY23.DTPID-SPONSORED CONFERENCES AND TRADESHOWS WERE EXECUTED BY VISIT DALLAS TO AMPLIFY THE DALLAS BRAND. THESE EVENTS PRODUCED VITAL ONE-ON-ONE APPOINTMENTS WITH ACCESS TO IMPORTANT DECISION-MAKERS WHO DETERMINE THE PLACEMENT OF FUTURE EVENTS AND MEETINGS.THE DTPID EVENT MARKETING INCENTIVE - MANAGED BY VISIT DALLAS - CONTINUED TO SIGNIFICANTLY IMPACT OUR CULTURAL INSTITUTIONS BY INJECTING NEARLY $1.5 MILLION TO BENEFIT 74 ORGANIZATIONS, GENERATING 172,605 REPORTED HOTEL ROOM NIGHTS.IN FY23, THE DTPID PROVIDED FUNDING TO SUPPORT 324 SITE VISITS AND FAMS - KEEPING DALLAS A TOP PLAYER IN WORLDWIDE DESTINATIONS - AS VISIT DALLAS BROUGHT TOUR OPERATORS, TRAVEL AGENTS, JOURNALISTS, AND EVENT PLANNERS TO DALLAS TO EXPERIENCE THE CITY FIRST-HAND.