1321 BALTIMORE AVENUE, KANSAS CITY, MO 64105VISITKC.COM • 816-691-3800

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25 Best Ways to Spend a Weekend – Thrillist

America’s Best Cities for Foodies – TIME

50 Staycation Ideas – Elle Décor

Top 25 Future-Ready U.S. Cities – Convene

America’s Most Romantic Cities – Travel + Leisure

Vacations Packed with Art – GQ

6 Cities That Offer Better Value for Growing Start-Ups – Forbes

Best U.S. Cities for Affordable Getaways (#1) – Travel + Leisure

25 Travel Destinations with Skyrocketing Vacation Rental Interest - TripAdvisor

The Best Restaurants in America – MSN

America’s Best Cities for Singles – Travel + Leisure

5 Places to Experience African-American History and Culture – U.S. News & World Report

50 Epic Girls’ Getaways – Country Living

5 Must-See Cities on Your Midwest Road Trip – CBS

Hot Cities for Cool Downtown Meetings – Smart Meetings

WHAT THE WORLD IS SAYING

{ Noteworthy Rankings from 2016 }

#HowWeDoKC

ABOUT US WHO WE ARE

HISTORYFormed in 1918 as the hospitality arm of the KC Chamber of Commerce, the Convention and Visitors Bureau of Greater Kansas City became independently incorporated on June 20, 1966, as a not-for-profi t corporation. Now known as Visit KC, the marketing and sales organization is engaged on an annual basis by the City of Kansas City, Missouri, and is responsible for promoting the region as a top-of-mind travel destination for the leisure, convention and group tour audiences.

FUNDINGVisit KC’s primary source of funding is a tax on hotel/motel occupancy and a business license fee within the incorporated boundaries of Kansas City, Missouri. The ordinances creating the tax provide that the proceeds are to be used for marketing and operations of Visit KC. The organization’s budget is greatly enhanced by private funds raised through a variety of sources including partnership dues, advertising opportunities and in-kind services.

VISIONTo serve as a primary catalyst for extraordinary and continuous economic growth of the Kansas City region's convention and visitor industry.

MISSION - Ignite global passion for visiting Kansas City.

WHAT WE DO

SELL KANSAS CITY• Destination branding to position Kansas City as a vibrant, creative community

• Convention sales efforts to attract conventions, meetings and sporting events to Kansas City

• Integrated marketing campaigns to drive visitors to KC through advertising, PR and social media

• Home to the KC Film Offi ce, representing the region’s fi lm community

WELCOME & CONNECT TRAVELERS• Assist with the successful execution of close to 300 meetings and conventions each year

• Creation of maps, guides, content and other visitor resources to help guests discover all there is to do in Kansas City

PROMOTE LOCAL BUSINESSESDrive traffi c to local hotels, attractions, restaurants and more than 2,000 businesses involved in the local hospitality community

SUPPORT LOCAL EVENTSOrganize and support major events like Kansas City Restaurant Week, Downtown Dazzle and the Big 12 Basketball Championship, to name a few

WHY IT’S IMPORTANT

TOURISM ECONOMIC IMPACTTourism generates $5.1 billion in economic impact for the region annually, including indirect and induced impact. Moreover, taxes paid by visitors save the average Kansas City household $525 in taxes annually.

LOCAL JOBS1 in 19 jobs in the region are sustained by tourism either directly or indirectly. That amounts to 46,621 jobs and $1.6 billion in wages.

INFLUX OF VISITORSAt last count, Kansas City hosts 24 million visitors each year. Of these, 48% (or 11.4 million) stay overnight. For more information about KC’s annual visitation, such as demographics and points of origin, go to VisitKC.com.

Sources: Tourism Economics, Longwoods International, U.S. Travel Association, 2014

24 MILLION VISITORS

MARKETING & COMMUNICATIONS2016 KEY ACCOMPLISHMENTS

• Executed an integrated marketing campaign with new agency of record MMGY Global. The campaign generated 164,000 incremental hotel room nights and $60.6 million in economic impact. Reaching 2.7 million households in fi ve states, the campaign generated the most effi cient results in Visit KC’s history with a return on investment of $93—up 33% over its $70 historical average.

• Generated more than 600 articles about Kansas City through public relations—accumulating an estimated 181 million PR impressions in publications such as The Wall Street Journal, Vogue, Travel + Leisure and more.

• Orchestrated two fl y-market activations in support of the “How We Do Kansas City” campaign, targeting consumers, meeting planners and media in Chicago and New York.

• Generated 383,347 brand engagements for Kansas City through social media, while surpassing 120,000 followers on both Facebook and Twitter.

• Assisted a record 251 productions through the KC Film Offi ce, including feature fi lms such as American Honey and All Creatures Here Below.

• Implemented the KCMO Film Incentive, offering fi nancial assistance to fi lm productions.

• Increased meeting planner interest in KC, amassing nearly 30 million impressions in convention marketing through trade advertising, earned media, e-mail marketing and social media.

• Implemented integrated marketing campaigns to maximize publicity and interest in local events such as Kansas City Restaurant Week, March basketball, Downtown Dazzle and African-American History Month.

ADVERTISING CAMPAIGNS

LEISURE 2014 2015 2016

Media Budget $1,050,000 $1,195,802 $1,036,559

Local Media Partner Investment $490,000 $495,000 $475,000

State of Missouri Investment $411,668 $420,901 $399,137

Paid Media Impressions 157,168,958 123,651,245 171,800,577

Campaign ROI (per media dollar) $73 $81 $93

CONVENTION 2014 2015 2016

Advertising Impressions 6,653,837 35,952,041 23,697,660*

*Shift in media mix to allow for greater trade endemic integration

INTERACTIVE MARKETING 2014 2015 2016

Web Visits 2,792,696 2,832,413 3,231,489

Page Views 10,334,042 14,473,212 13,181,165

Unique E-mail Opens 241,920 214,080 279,389

COMMUNICATIONS

MEDIA RELATIONS 2014 2015 2016

Publications Assisted 427 407 379

PR Impressions (earned media) 161,713,997 191,852,870 181,159,090

SOCIAL MEDIA

Total Followers 169,187 215,795 247,594

Engagements 332,561 710,614* 383,347

*Enhanced by 2015 World Series

KC FILM OFFICE 2014 2015 2016

Productions Assisted 32 182 251

VISIT KC GIVES BACKIn November, Visit KC’s team members took part in Sleepless in the City through internal donations and team volunteering. The “sleep-out” event at Barney Allis Plaza attracted more than 200 participants and raised awareness for youth homelessness in Kansas City.

CONVENTION SALES & SERVICES2016 KEY ACCOMPLISHMENTS

• Achieved 101% of Visit KC’s room-night production goal—generating 294 bookings and 362,305 room nights for future years. This accounts for more than $268 million in future economic impact.

• Assisted with the successful execution of 279 meetings in Kansas City, including 22 citywide conventions.

• Increased awareness and visibility of Kansas City by attending 22 industry tradeshows.

• Hosted 67 clients during fi ve dynamic sales missions to the markets of Atlanta; Dallas; Washington, D.C.; Denver and Chicago.

• Showcased Kansas City in market to 51 clients during three themed “KC Experience” familiarization trips.

• Enhanced Kansas City’s presence to the international group tour market, including itinerary creation, operator outreach and tradeshow presence at IPW and Travel South International.

• Hosted 114 personalized site visits to Kansas City.

• Coordinated 13,716 reservations through convention housing, generating more than $111,000 in revenue.

• Increased Kansas City’s standing in client satisfaction surveys, rising to a record 96-percent rating for Visit KC’s convention services.

MEETINGS HELD IN KC 2014 2015 2016

Conventions 253 288 279

Room Nights 295,920 305,945 325,874

Attendance 342,115 333,592 334,083

Economic Impact $282,784,939 $306,000,000 $246,564,131

CONVENTION SALES ACTIVITY 2014 2015 2016

Meetings Booked 309 270 294

Defi nite Room Nights 333,923 382,815 362,305

Leads Generated 763 834 862

Tentative Room Nights 1,205,209 1,529,572 1,981,314

Site Visits 111 114 114

Convention Center Bookings 36 43 44

Convention Center Room Nights 203,883 287,657 222,177

VISIT KC GIVES BACKIn support of the Mattie Rhodes Center’s back-to-school supply rally, Visit KC’s team members donated 2,628 individual items from pencils and erasers to backpacks and uniforms. All critical to starting the new year off on a good foot, Visit KC’s donations supported 450 area families in need.

MAJOR BOOKINGS IN 2016

ORGANIZATION MEETING DATE(S) ROOM NIGHTS

USA Volleyball Show Me National Qualifi er April 2019-2021 17,679/YR

Midwest Sports ProductionWorld Fastpitch Championships presented by USA Elite Select July 2016 11,935

National Bikers RoundupAnnual Roundup Aug 2017 10,100

Scentsy, Inc.Family Reunion July 2017 9,470

Triple Crown SportsVolleyball NIT President’s Day Weekend Feb 2019-2023 9,300/YR

Association of Writers & Writing ProgramsAWP Conference & Bookfair March 2021 9,160

USA VolleyballNational Collegiate Volleyball Championships April 2020 7,536

UBM Life Sciences, VeterinaryCVC in Kansas City Aug 2017-2018 7,172/YR

The United Methodist ChurchYouth Discipleship Ministries July 2019 6,490

Gospel Music Workshop of America, Inc.National Convention July 2020 4,920

American MensaAnnual Gathering July 2020 4,910

Humane Society of the United StatesAnimal Care Expo May 2018 4,770

PARTNERSHIPS & SPECIAL EVENTS2016 KEY ACCOMPLISHMENTS

• Reinvigorated the organization’s partnership structure, placing a larger focus on value and clearly defi ned benefi ts.

• Witnessed a 216% increase in new partners in 2016, with a 223% increase in new partner revenue. Key areas of expansion included craft breweries and regional communities.

• Produced Downtown Dazzle in partnership with the City of Kansas City, Power & Light District, Crown Center and Downtown Council. In its third year, the event brought thousands to the Downtown corridor and featured two laser light shows, shopping experiences and an urban homes tour with more than 900 attendees.

• Increased visitor interactions by 293% (10,630 in 2016 vs. 3,620 in 2015) via the Visitor Information Center, phone calls, community booth engagement and webchats.

• Elevated Kansas City Restaurant Week to its best performance in the event’s seven-year history, attracting 185 participants and more than $300,000 for charity.

• Finalized premium partners for inclusion in Visit KC’s 2017 integrated marketing campaign, increasing participant revenue from $465,000 in 2016 to $640,000 in 2017.

• Introduced quarterly Partner 2 Partner networking events to help engage partners and offer them valuable industry networking opportunities and educational experiences.

• Welcomed more than 700 industry partners to Visit KC’s Elevate KC Annual Meeting.

• Hosted more than 200 industry partners for the 10th Annual KC Visitors’ Choice Awards, recognizing traveler favorites in 28 categories.

MEMBERSHIP CATEGORY 2014 2015 2016

Accommodations 147 178 129

Arts and Culture 168 187 44

Attractions 249 262 35

Breweries - - 10

Casino/Gaming 5 5 5

Convention Services 167 149 73

Dining 639 637 201

Entertainment 51 49 17

Organizations 69 65 55

Shopping 477 463 156

Sports & Recreation - - 37

Tours & Sightseeing - - 11

Transportation 40 40 33

TOTAL 2,012 2,035 806*

PARTNER REVENUES 2014 2015 2016

Membership Dues $267,900 $251,438 $310,532

Hotel Lead Share $252,616 $305,462 $333,667

Web/Collateral Advertising $42,090 $100,460 $85,498

Marketing Campaign Partners $473,500 $475,500 $517,906

TOTAL $1,036,106 $1,132,860 $1,247,603

VISIT KC GIVES BACKIn partnership with City Center Square, Downtown Council and the Power & Light District, Visit KC organized a donation drive of H.U.G.S. to help the city’s less fortunate during the winter months. Together, the organizations collected more than 200 hats, underwear, gloves and socks for the Kansas City Rescue Mission.

* May 2016 shift to paid partnership model

ADMINISTRATION & FINANCE2016 KEY ACCOMPLISHMENTS

• Increased interest in Team Visit KC, hiring and welcoming eight new employees to the organization.

• Coordinated 234 hours of individual professional development for the team through Lynda.com training.

• Maintained Visit KC’s successful college internship program.

• Partnered with CFO By Design to complete the 2015 audit, secure the 2016 reserve and establish processes for further fi nancial security.

• Implemented talent profi les to better assess team skillsets, passions and leadership growth potential.

• Hosted CVB colleagues around the country for the DMAI CFO/Technology Forum, realizing the event’s highest attendance to date.

• Implemented a facility security program with a new text alert system.

Sales Audience • 39% {$3,910,977}

Destination Marketing Audience • 36% {$3,549,495}

Operational • 17% {$1,741,752}

Local Audience • 8% {$789,013}

2016 REVENUES

Net Convention Tourism Tax $6,786,059

Arena Business Fees $1,338,534

Marketing Campaign Partners $517,906

State Co-Op Marketing $403,032

Neighborhood Tourist Development $25,000

Membership Dues $310,532

Hotel Lead Share $333,667

Convention Services Revenue $224,032

Web/Collateral Advertising $85,498

Promotional Participation Revenue $303,646

TOTAL REVENUE $10,327,906

2016 EXPENDITURES BY TARGET AUDIENCE

VISIT KC GIVES BACKKC Restaurant Week soared to new heights in 2016. More than $300,000 was raised for worthy KC causes—including BoysGrow, Cultivate Kansas City and the Children’s Center for the Visually Impaired. The KC Regional Destination Foundation and the Greater KC Restaurant Association Education Foundation also received a portion of the proceeds.

36%

39%17%

8%

2016 EXECUTIVE OFFICERS & BOARD OF DIRECTORSCHAIR – Kevin Pistilli, President, Raphael Hotel Group

VICE CHAIR – Gayle Holliday, Ph.D., President, G & H Consulting, LLC

TREASURER – CiCi Rojas, President, Tico Productions & Tico Sports

SECRETARY – Jeanette Prenger, President, ECCO Select Corporation

• Vic Allred, President, Jazz, A Louisiana Kitchen

• Lee Barnes, Jr., Councilman, 5th District At-Large, City of Kansas City, Missouri

• Nick Benjamin, Executive Director, The Cordish Co.

• Bill Chapin, Senior Vice President of Business Operations, Kansas City Chiefs Football Club

• Cindy Circo, Public Affairs Manager, Kansas City Power & Light

• Dan Fowler, Councilman, 2nd District, City of Kansas City, Missouri

• Arzelia Gates, Corporate Secretary, Gates Bar-B-Q Corp.

• Bob Kendrick, President, Negro Leagues Baseball Museum

• Jenny Kincaid, Owner, Socialworx PR

• Steve Klika, Commissioner, Third District, Johnson County

• Mike Klingensmith, General Manager, Embassy Suites KCI

• David Lopez, General Manager, Manny’s Mexican Restaurant

• Riccardo Lucas, President & CEO, N.STRIDE Consulting, LLC

• Bradley McCormack, Senior Associate, The Sader Law Firm

• Pat Macdonald, Senior Philanthropic Advisor & Executive, Greater Kansas City Community Foundation

• Rachel Merlo, Community Manager, Kansas City, Google

• Clayton Reid, President, MMGY Global

• Rosemary Salerno, General Manager, Zona Rosa Development, LLC

• Troy Schulte, City Manager, City of Kansas City, Missouri

• Jim Snow, Complex General Manager, Westin Crown Center/Sheraton KC Hotel

• Angie Stanland, Vice President of Associate Services & Recruiting, Cerner Corp.

• Jon Stephens, President, Rockhill Strategic

• Troy A. Stremming, Executive Vice President of Government Relations & Public Affairs, Pinnacle Entertainment, Inc.

• Keli Wenzel, President/Managing Partner, O’Neill Marketing & Event Management, Inc.

• Randy Wisthoff, Executive Director/CEO, Kansas City Zoo

• Amy Jordan-Wooden, President & CEO, AJW Consulting

AWARDS & HONORSSmart Meetings Magazine

Platinum Choice CVB Award, Visit KC

Facilities & Destinations MagazinePrime Site Award, Kansas City Convention & Entertainment Facilities

Top Destination Award, Kansas City, MO

Corporate & Incentive Travel MagazineAward of Excellence, Visit KC

CventTop 50 Meeting Destinations – Kansas City, MO

SportsEvents MagazineReaders’ Choice Award, Visit KC

Hospitality Sales & Marketing Association InternationalSilver Adrian Award, VisitKC.com Interactive Map

Bronze Adrian Award, “How We Do Kansas City” Integrated Marketing Campaign

Public Relations Society of America, Kansas City ChapterGold PRISM Award – Community Relations, Kansas City Restaurant Week

Gold PRISM Award – Events/Observances, Kansas City Restaurant Week

Gold PRISM Award – Social Media, Kansas City Restaurant Week

Pitch Magazine’s Best of Kansas City AwardBest Culinary Event, Kansas City Restaurant Week

Individual HonorsRonnie Burt – KC’s 50 Most Powerful People, 435 Magazine

Ronnie Burt – Power 100, Kansas City Business Journal

Ronnie Burt – Ingram’s 250, Ingram’s Magazine

Stephane Scupham – Spirit Award, Kansas City Women in Film & Television

Jenny Wilson – Best in Show, Convene

1321 BALTIMORE AVENUE, KANSAS CITY, MO 64105 VISITKC.COM • 816-691-3800

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