2011 Annual Report

Prepared by

Todd Garofano, President

• Highest overall Bureau revenue – 2nd Straight Year – $1,010,809 – 1st time over $1m!!

• Highest room tax revenue – 2nd Straight Year - $843,894

• Highest membership dues revenue – 2nd Straight Year - $125,000

• Highest number of members – 2nd Straight Year – 430

• Highest Chowderfest participation – 2nd Straight Year - 73

• Highest Restaurant Week participation – 2nd Straight Year – 45

• Eclipsed Year over Year # of Sales Leads – 196 to 152

• Eclipsed Year over Year Tentative Room Nights – 67,797 to 64,798 – Estimated Economic Impact - $27,554,755 to $26,955,940

• Eclipsed Year over Year Definite Room Nights – 49,278 to 43,558 – Estimated Economic Impact - $20,045,085 to $17,482,615

2011 Bureau Highlights

Highlights (cont) Saratoga County 2011 2010 Variance

Occupancy % 64.1% 58.6% +9.4%

Average Daily Rate $124.78 $124.36 +0.3%

RevPar $80.01 $72.87 +9.8%

Demand (Room nights) 575,260 523,795 +9.8%

Revenue $71,782,735 $65,141,716 +10.2%

Saratoga Springs 2011 2010 Variance

Occupancy % 65.2% 61.1% +6.8%

Average Daily Rate $136.73 $136.68 +0.0%

RevPar $89.20 $83.50 +6.8%

Demand (Room nights) 378,398 354,343 +6.8%

Revenue $51,738,911 $48,432,125 +6.8% (Source: Smith Travel Research)

2011 Highlights (Cont.) • SimpleView numbers year over year – credibility & reliability

• Launched Housing Tool – GroupMax

• Deployed Touch screen Kiosk for registration areas for large conferences

• Launched Mobi site

• Website redesign & SEO

• QR codes on welcome posters, business cards & Ultimate Map

• Toll-free Bureau phone number

• Hosted Fam Trip & Focus Group/Customer Advisory Panel

• Continued partnership with SEDC & Chamber – PR project, Media Blitz, Respite Program, GF GTC, etc…

• More community involvement – LipDub, Canfield Casino project, Saratoga 150, Presentations to Town Boards, Chambers of Commerce & Community Organizations, Volunteer Program

• Grew SCTB events …higher numbers at Annual Meeting, Golf Tourney & Hometown Ambassadors

• Social Media Explosion – Bureau Facebook page & Twitter Account, Linked In ads, Facebook pages for Restaurant Week & Chowderfest

• Improved relationships with our hotels, attractions, key stakeholders, etc… Rotating DOS/Partner Meetings – Great feedback from partners

• Welcomed Mary Jo back to Saratoga and to the Bureau Team!

2012 Initiatives • Continued growth in all measurable areas – Leads, Room nights, Membership, Web Traffic, SEO,

Participation at Bureau events (public & industry) – Restructure Bureau & Department Goals to reflect current & near-term market conditions

• Wedding/Social market – Proactively sell Saratoga to new market segment – New Sales/Service Staff Member to be added!!

– Website & Collateral

• Continue to develop, deploy, utilize & promote tools introduced in 2011 – GroupMax

– Kiosk

– Mobi site

– Web site…tweaks & SEO

– Simple View modules

• Partner with Chamber & City of Saratoga Springs to more efficiently handle tourism “fulfillment” within City limits; i.e. Visitors Centers, maps, brochures, etc…

• Fam Trip – Media & Planners

• Fam Trip – Group Tour

• Targeted trade shows & sales missions – Leadership role for multi-partner events

• Fiscal conservancy – Build reserves

• Grow SCTB events to be “Must attend” events in our community & beyond – Sponsorships!

2012 Initiatives (cont) • Continue to utilize new technology to reach new customers and better serve those that are here

– Electronic Maps

– Electronic Coupons/Discount Cards…on mobi site & kiosk

– Evolve Landing pages

– What’s the next QR code??

• Continue to get the face of the SCTB in front of our community…build our value. Press releases, events (organizing & growing ours and actively participating in others), local marketing efforts, volunteerism, etc… – New Economic Impact Calculator through DMAI

• Continue to grow & nurture relationships with our hotels, attractions, key stakeholders, etc… But put pressure on them all to be better…

• Spring retreat to competitive location – Lake Placid

• Continue to target National & International high-profile meetings, conferences & sports events that allow us further compete on a national & global scale

• Work with City, County & State leaders to maintain and/or improve Saratoga Springs & Saratoga County infrastructure…downtown beautification, way-finding, parking and airport incentive program

• Look to find a more visible home for our office…out in front of our community with room to grow

• Be recognized by our peers in the industry as leaders, innovators and a Bureau that others strive to emulate!!!

Mission Statement

As a key economic development engine for this community, the mission of the Saratoga Convention & Tourism Bureau is

to contribute a positive impact on the local economy by promoting and marketing Saratoga Springs and Saratoga

County as a world-class destination for meetings, conventions, special events and groups.

Thank you to The Best Bureau Staff - Anywhere!