MISSION: The role of the Convention & Visitors Bureau is to promote and coordinate tourist related activity within the City
of Pearland. To accomplish this mission, the Convention & Visitors Bureau will be responsible for the promotion of hotel rooms
and convention attendance within the City; will work with tourist related organizations within the City to coordinate marketing,
advertising, promotion and programming; will work with State and regional organizations which is responsible for the promotion
of the region, and finally will work to coordinate activities within City Government which directly or indirectly impact tourism.
Pearland Convention & Visitors BureauFY2018 Annual Report
October 1, 2017 – September 30, 2018
OverviewThe City of Pearland Convention & Visitors Bureau (PCVB) completed its
fi fth year under the Offi ce of the City Manager. During FY2018, a new logo
and tagline previewed, the TAAF Winter Games of TX premiered, MeetingMax
housing reservation was instituted, funding towards arts and historical projects was
approved and hurricane Harvey impacted the area.
Total FY 2018 hotel occupancy tax revenue was $1,597,003, compared to FY
2017 hotel occupancy tax revenue of $1,421,753 million. The economic impact of
tourism within the City of Pearland is signifi cant by bringing $142 million, in 2017,
in visitor spending, $5.5 million in local tax revenues, and $8.1 million in State tax
revenues, a total employment of 1,200 and industry earnings of $44 million.*
*Data research conducted by Dean Runyan Associates and prepared for the Texas Tourism, Offi ce of the Governor, Texas Economic Development and Tourism. (FY indicates fi scal year; City of Pearland operates Oct. through Sept.)
HighlightsHurricane Harvey impacted our area for most of FY2018 with higher occupancy
percentages and higher average daily rates after the storm hit on August 24, 2017
and continued through 2018 until early summer.
TAAF Winter Games of Texas kicked off its 1st year of play on January 12-
14, 2018 with 2200 registered athletes, 12 competitive sports, 260 hotel room
nights booked bringing an estimated economic impact of $875,000. This was a
partnership with Pearland Parks & Recreation and Pearland Independent School
District along with 27 sponsors and 119 volunteers.
The PCVB participated in the Pearland Economic Development Corporation
(PEDC) community marketing campaign steering coalition and the facility
feasibility studies for a sports center and a convention center. The end result of the
community marketing campaign was a Brand DNA narrative tagline, “Pearland,
Texas, Prepare to Love It and PREPEAR TO LOVE IT”, which is being used in
our tourism marketing campaign.
MarketingTourism marketing efforts incorporated the “PREPEAR TO LOVE IT” into
regional, state and national level campaigns. This year’s highlights include: Expedia
Travel Ads delivered 12,600 clicks, 828,800 impressions and 806 rooms booked
from Feb – Oct. Shop Across Texas “register to win” and “culinary campaigns”
delivered 857 opt-in names, 236 total opens (27.5% open rate), 420,965
impressions and 115,798 total views. Pearland centric content on Shop Across
Texas.com garnered 1,651,617 impressions and 46,840 click throughs. AJR
Media campaigns on “birding” and “7 best things to do” delivered over 2.5 million
impressions and 8,300 clicks.
Website Activity – VisitPearland.com performs well
with top producing pages being events, birding, things
to do, dining, shopping and venues. 65% traffi c is being
viewed on mobile devices and 35% traffi c viewing on
desktops. Visits to Website: 113,089 | Unique Users:
93,589 | Page views: 185,194
Media Coverage – Thirteen (13) news releases produced a total of thirty-fi ve
(35) stories/mentions in print/digital format equating to $30,871 in earned media
value. Seventy (70) original content blog posts featured on VisitPearland.com.
Social media saw a 10% increase for Facebook audience. $20,400 earned media
from AAA Texas Journeys who featured Sri Meenakshi temple story.
Events – Events occur year round, which drive visitors to the website calendar
listings, blog page and Facebook postings. This year, a total of 103,200 attendees
participated in a total of fi fty-eight (58) events.
SalesSales efforts consisted of handling leads and inquiries, developing product,
overseeing the MeetingMax housing reservation system, attending trade shows,
offering partner programs and developing relationships. Due to hurricane Harvey,
we saw an increase in hotel occupancy from Sept 2017 through mid-June 2018.
Throughout the year, fi fty-four (54) different groups were tracked with the status
of assist, call around and defi nite, totaling 3,512 tracked room nights. Fifteen
(15) groups were booked directly through the PCVB offi ce resulting in total room
nights of 905* with an estimated economic impact of $432,100. Seven (7) leads
were lost. (*not all groups booked during FY18 actualized within the fi scal year.
Some bookings are for FY2019.)
Assisted 20 different groups by offering visitor services and referral services,
resulting in 620 room nights from 12 of those groups. Thirteen (13) tradeshows
were attended for both B2C and B2B resulting in 1,282 leads.
Year round distribution of collateral and processing inquiries totals 24,208
including: 110 direct inquiries for event space, visitor services, relocation and
general information; 8,815 maps distributed; 14,465 consumer inquiry leads;
510 walk ins to the offi ce; 308 newsletter sign-ups.
New product development consisted of a Birding brochure and a self-guided
Sri Meenakshi temple tour brochure. The birding brochure highlights places to
bird and types of birds to view and the self-guided temple tour allows visitors
to walk the grounds while learning about temple. Also, partnered with Texas
Birding Organization to build visibility within the
Texas Birding Market
domestically and
internationally.
[cont.]
WEDDINGSTRADE, COMMERCIAL OR BUSINESS
SPORTSSCIENTIFIC, ENGINEERING, TECHNICAL, COMPUTERS
REUNIONS/FRATERNALRELIGIOUS
RECREATIONHOBBY & VOCATIONAL
HEALTH & MEDICALAGRICULTURAL, COMMODITIES, FEED/FOOD PRODUCTS
TOTAL TRACKED ROOM NIGHTS BY MARKET SEGMENT - 3,512
69
339169
868
387
0 200 400 600 800 1000 1200 1400 1600 1800 2000
124434
1621734
ROOM NIGHTS
TOTAL ROOM NIGHTSBOOKED DIRECTLY THROUGH
CVB BY MARKET SEGMENT - 905
ASSOCIATION
53 68
8
779
EVENT
GOVERNMENT
SMERF
VisitPearland.com
Savor an international palette of
restaurants during your stay in
Pearland. With over 140 dining
choices including the widely
acclaimed Killen’s Steakhouse voted
#6 on the top 20 list of steakhouses
in the country by Daily Meal
and Killen’s Barbecue noted for
its smoked meat offerings. Also
adding a bit of local flavor to the
mix is King’s Biergarten serving
authentic German/Austrian cuisine
and Central Texas Style BBQ for
over 40 years.
Pearland, on weekends, offers live
music by local artists around town.
Bring your appetite to Pearland –
prepare to love it!
pcvb_swa_dining_ad.indd 1 5/24/18 10:40 AM
WEBSITETEXAS TRAVEL LEADS
TEXAS STATE GUIDETEXAS MONTHLY
SHOP ACROSS TEXASSEE TEXAS FIRST
RELOCATIONREFERRAL - OTHER
PHONEPARKS FACILITY RENTAL
EMAILAARP
FY 2018 TOTAL CONSUMER INQUIRY LEADSBY TYPE - 14,465
117
0 2,000 4,000 6,000 8,000 10,000 12,000
2315
575839
10.23815353153317
1,836
TOTAL TAX RELIEF PERHOUSEHOLD - $318.71
Total local & state tax revenues ($13.6 M) divided by # ofhouseholds (42,672) equals the total tax relief per household.
Host your next sporting event in Pearland
just south of Houston and only 10 miles from
Hobby Airport. Prepare to love Pearland’s
local amenities paired with easy access to
Houston attractions and Downtown Houston.
Pearland offers state-of-the-art sports facilities
for basketball, baseball, swim, gymnastics,
soccer, softball, tennis, track, football and
volleyball. Off the court, eleven name-brand
hotels welcome players, families and coaches
all within easy reach of great dining and
shopping in the area.
Plan your next tournament in Pearland –
prepare to love it!
Download a planning guideat VisitPearland.com
VisitPearland.com/birding
Pearland is nestled on the Upper Texas
Coast – Great Texas Coastal Birding
Trail with several habitats that are
critical for birds flying in for migration.
As these birds fly in from across the
Gulf of Mexico, they typically prefer
habitats that are just inland.
Some species can be spotted seasonally
during the migration times, but birding
is available year round for many species
calling Pearland home.
Birding in Pearland – prepare to love it!
pcvb_aaa_birding_ad.indd 1 5/18/18 9:52 AM
Thank you to the Pearland Convention & Visitors BureauAdvisory Board members:
Gary Shepherd, Chair, Manny Patel, Vice Chair, Teir Allender, Kash Bhagwanji,Margo Green, Lonzie Helms, Keith Ordeneaux and Steve Saboe.
Convention & Visitors Bureau Team:Kim Sinistore, Executive Director
Tracy Rohrbacher, Marketing ManagerMegan Flowers, Sales & Event Manager
Sharon Satterfi eld, Offi ce Assistant
VisitPearland.com281.997.5970 • 11200 Broadway St. • Suite 1390 • Pearland, TX 77584
[cont.]
Partner Events offered this year included: Annual Meeting Holiday Luncheon,
Front Desk Familiarization Tour, Travel Rally Picnic 5-year celebration, EXPEDIA
workshop at Courtyard by Marriott and partner meeting at Sri Meenakshi Temple.
FAM Trips were hosted for travel writers and tour planners. TUI Wholesaler Trade
from Germany, in partnership with Visit Houston and Beyond, visited Pearland
when traveling the Gulf Coast region. Travel the South multigenerational travel
writers visited Pearland on a self-guided trip to write a blog story about Pearland.
AAA Texas Journeys magazine writer visited and toured the Sri Meenakshi Temple
for a feature in the spring issue, which led to inquiries and visitors.