2021 BUSINESS PLAN - VISIT OMAHA - OMAHA'S TOURISM AUTHORITY - VISITOMAHA.COM
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2021 BUSINESS PLAN VISIT OMAHA - OMAHA’S TOURISM AUTHORITY - VISITOMAHA.COM
OMAHA TOURISM BRINGS FAMILIES CLOSER TOGETHER AND HELPS NEIGHBORHOODS GROW.
VISIT OMAHA
ORGANIZATION DESCRIPTION KEY OBJECTIVES
•
Visit Omaha is the metropolitan area’s tourism expert and
a major contributor to the local economy, supporting job Stimulate economic
creation and new product development that enhances growth for our community
Omaha’s appeal to visitors.
by increasing visitation
MISSION • Influence tourism
development to ensure
To stimulate economic growth by promoting and developing
Omaha as an appealing tourism destination. future destination success
Visit Omaha creates sustainable demand for the community
through meeting, event, sports and leisure marketing;
• Deliver a positive and
collaborative relationships; broad industry experience; and memorable customer
unprecedented product knowledge. experience
VISIT OMAHA ORGANIZATIONAL PILLARS
• Collaborate and enhance
relationships with local
Relevant: We are committed to being consistent, accountable, organizations, businesses
transparent, perseverant, and dedicated to excellence. and stakeholders
Innovative: We are committed to being creative, pioneering,
collaborative, and problem solving. • Operate as an efficient,
high performing
Grateful: We are committed to being appreciative of both organization
the big and small contributions that make our industry and
organization valuable to our community.
BUSINESS PLAN | VISIT OMAHA | PAGE 1
TRAVEL AND TOURISM TRENDS FOR 2021
Visit Omaha utilized research from national and global
industry experts to create this plan, but 2020 taught the STR PROJECTIONS
team to remain flexible. Visit Omaha plans to collaborate STR projects local hotel occupancy in 2021 will average
with vendors that allow the staff to stay nimble and able 48%. While this is a 30% increase from 2020, Douglas
to adjust strategies as needed. Tourism Sentiment Index, County occupancy is traditionally 10 points higher. ADR
for example, is a tool that monitors sentiment through and RevPAR are projected to come in at $94.44 and
recovery by tracking online conversations about Omaha $46.10 respectively. STR projects that Douglas County
in real time. After a year of uncertainty, quarantining, hotel revenue in 2021 will come in at just over $179
and Zoom calls, 2021 finds many eager to get out and million. In 2019, revenue reached $219 million. From all
start exploring the world again. This pent-up demand, indications, it will take at least two to three years for the
paired with a solid calendar of events and a positive shift local hotel industry to reach pre-pandemic numbers.
in consumer sentiment, provides hope as the new year
begins.
INDUSTRY TRENDS SALES FORECASTS
Tourism Economics, a global research firm, predicts Based on Tourism Economics’ projections for the
this will be a year of two halves. During the first six meetings industry, full recovery will not happen until
months, the tourism industry will continue to struggle, 2024. Tourism Economics projects that: in 2021, group
with the second half expected to see a travel boom as business will be 35% of what it was in 2019; in 2022,
new vaccines help usher in a recovery. Data reported 79%; in 2023, 90%; and in 2024, meeting business
by Destination Analysts echoes this sentiment. Their is expected to be 95% of what it was before the
research shows that 26% of American travelers have pandemic hit.
already planned trips for the month of July, and many
are planning as much, if not more travel in 2021 than The Future Pace reporting tool utilizes historical data
they did in 2019 to make up for lost time. Though along with definite and tentative business to provide
anxiety about the pandemic is still present, many a booking pace for the Visit Omaha sales team. This
Americans are feeling more optimistic about traveling information helps in strategizing and updating sales
due to the vaccines, with more saying they will take one goals based on market conditions.
of the available inoculations.
Note: The graphs on the right show Omaha’s booking
pace as of January 1, 2021. These projections are
updated quarterly to ensure Visit Omaha sales goals
match current market conditions.
PAGE 2 | VISIT OMAHA | BUSINESS PLAN
THE FUTURE PACE
2021 PROJECTIONS
The graph below highlights how Omaha meeting and event business, currently on the books (OTB), is pacing well above
Tourism Economics’ national average (TE Forecast). The Tentatives line shows business that Visit Omaha is still working to secure.
YE Goal reflects the predetermined year-end goal for the Visit Omaha Sales team, and Total (TTL) Projection & Custom
Quarterly Goals measures where the team realistically thinks business will land.
50,000
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2021 2021 2021 2021 2021 2021 2021 2021 2021 2021 2021 2021
OTB Tentatives YE Goal TE Forecast TTL Projection & Custom Qtrly Goals
PACE TARGET
This graph compares definite business on the books (OTB) to pace targets. Currently, Visit Omaha is ahead of pace through 2025.
150k
Room Nights
100k
50k
0
2021 2022 2023 2024 2025 2026 2027 2028
OTB Pace Target
*At this time, only 2021 year-end goals have been set.
BUSINESS PLAN | VISIT OMAHA | PAGE 3
MEETING, SPORTS AND EVENT SALES
DEPARTMENT OVERVIEW KEY AREAS OF WORK
Visit Omaha’s sales team is responsible • Establish and set year-end goals for future years utilizing
for bringing convention, sports and event FuturePace, Tourism Economics, and Meetings Database
business to Omaha in order to increase analytics.
revenue for local meeting and sports
facilities, hotels, attractions, restaurants, • Evaluate and review sales efforts in key markets to ensure
vendors, and retail shops. The sales team sales team efficiencies.
focuses on selling Omaha as a viable
destination for state, regional, national • Continue to partner with national organizations including
and international conventions, meetings, ASAE, Association Forum, Helms Briscoe, C-Vent and PCMA to
sporting events, and motorcoach groups. increase awareness of Omaha as a Midwest meeting destination.
The team’s efforts contribute to the
economic health of our local community • Collaborate with the Omaha Sports Commission and SPORTS
by increasing business revenue and tax Nebraska to attract sporting events to Omaha.
revenue, which in turn help provide jobs
for our friends, family and neighbors. • Engage and build relationships with local board members of
national organizations to gain support for Omaha as a location
for that organization’s annual or regional meeting.
• Ensure a professional, cohesive citywide sales effort by
developing and maintaining a high level of trust and
camaraderie with the local hospitality community.
• Enhance ongoing research programs to identify new meeting,
sports and event business for the local community.
• Qualify, develop and generate motorcoach leads for local
hotels, attractions, and performing arts facilities.
PAGE 4 | VISIT OMAHA | BUSINESS PLAN
NEW INITIATIVES
In response to changing market
conditions, goals will be evaluated
and revised quarterly.
• Rebuild our sales pipeline
through a six month call
campaign to regional and
TARGET GOALS
national prospective planners. JANUARY-JUNE
• Redeploy the sales team to
•
Generate:
better position them for success Establish a new partnership
during recovery. with CONNECT and host 15
48,000
qualified meeting planners,
• Research and update all key with city-wide business, on
contacts in the meetings a familiarization tour of
database due to 2020 furloughs Omaha’s convention district. Room night leads
and layoffs.
30,000
• Further promote the Small
• Participate in four virtual shows Meetings Cash Incentive
January–June 2021: PCMA offer to third party planners
Convening Leaders, CESSE, and promote the City-Wide Definite room nights
Heritage Club, and American Incentive to prospective
45,000
Bus Association. city-wide business.
• Attend and exhibit at five shows • Collaborate with the City of
July–December 2021: ASAE
Annual Expo, CONNECT, IMEX,
Omaha Parks Department on
new sports initiatives, which
Attendees
TEAMS and Holiday Showcase. include the development of
Tranquility Park.
• Complete a minimum of JULY-DECEMBER
eight sales trips in the second • Conduct site visit destination
half of the year to meet with
qualified meeting planners and
training to convert more
qualified leads into booked
Generate:
organizers to solicit new and
repeat business for Omaha.
•
business.
Host quarterly strategy
165,000
Room night leads
• During the first and second meetings with convention
quarters, host six virtual events partners to analyze and
for qualified meeting planners
and update them on new
developments in Omaha.
collaborate on targeted
meeting and event business.
62,000
Definite room nights
• Host a Military Reunion
• Establish a new partnership with Familiarization Tour in the fall.
93,000
Conference Direct and utilize
webinars to educate associates • Host a focus group of 25
on Omaha’s new developments meeting planners in the
and hotel package. Chicago market during an Attendees
Association Forum event.
BUSINESS PLAN | VISIT OMAHA | PAGE 5
MEETING, SPORTS, EVENT SERVICES AND HOUSING
DEPARTMENT OVERVIEW KEY AREAS OF WORK NEW INITIATIVES
Once a meeting or event is • Support the sales team’s efforts throughout • Establish a process to track
confirmed, the Visit Omaha the sales process, and establish how COVID-19 continues
services team is responsible relationships with event organizers to to impact future meetings
for working with organizers enhance Omaha’s ability to close business. and events – including any
to coordinate details before, reduction in room blocks and
during and after the event • Provide exceptional service and support attendance changes.
to increase attendance to event organizers by providing planning
and satisfaction. Their assistance, site visit coordination, pre- • Provide partners with
efforts generate business attendance promotional materials, and quarterly updates on the
for local vendors who are registration support. status of in-coming groups.
hired by meeting and event
planners. The team also • Manage the “Show Your Badge” • Partner with the Omaha
manages housing services, program to provide attendee discounts Sports Commission to create
which provides clients with that increase business referrals to local an engagement experience
an easy way to manage businesses and restaurants. for U.S. Olympic Swim Trials
blocks of hotel rooms. The attendees.
team quantifies success • Serve as the destination expert to connect
by measuring the event meeting and event planners with local • Partner with the United States
organizer’s satisfaction, businesses, speakers and community Golf Association to create an
attendance, the number resources in order to leverage Omaha’s engagement experience for
of referrals sent to local assets. U.S. Senior Open attendees.
businesses, hotel room nights
utilized, and the economic • Coordinate with the hospitality community • Work with the sales team to
impact the group has on the to ensure a positive experience for event secure additional housing
local community. organizers and attendees. business.
• Provide housing services to event
organizers who utilize a local venue, and
two or more hotel properties.
• Solicit and capture event organizer and
attendee feedback, both formally and
informally, and share the results with key
industry stakeholders.
PAGE 6 | VISIT OMAHA | BUSINESS PLAN
TARGET GOALS 350 Leads and/or referrals 3New housing contracts 30 Post-event surveys with 75% completetion rate BUSINESS PLAN | VISIT OMAHA | PAGE 7
MARKETING AND COMMUNICATIONS
DEPARTMENT OVERVIEW KEY AREAS OF WORK
The Visit Omaha marketing and • Execute a multi-media leisure advertising and promotion strategy
communications team is responsible to inspire visitation from core Midwest drive markets such as Kansas
for convincing leisure travelers to visit City, Des Moines, Sioux Falls, and Minneapolis, while researching
the community in order to increase and cultivating new fly markets to increase awareness of unique
revenue for local attractions, restaurants, experiences that visitors can only enjoy in Omaha.
bars, hotels, retail shops and other
businesses. The team crafts and • Produce and maintain a high quality destination guide and an online
articulates the destination’s brand; leads network of platforms that provide inspirational content.
the organization’s direct to consumer
advertising and promotion efforts; • Build upon the brand position that Omaha is the Midwest
and executes advertising programs to destination for memorable weekends because Omaha lets the
support the meetings, sports and events traveler focus on creating new experiences instead of the hassles of
sales team. The team strategically plans travel.
and implements all advertising and
promotional efforts for Visit Omaha. • Enhance awareness of Omaha as a unique food destination by
creating multimedia content for distribution through Visit Omaha’s
The team also manages Visit Omaha’s online social media network, through media partnerships, with paid
network of social media channels, the advertising campaigns, and by managing Omaha Restaurant Week,
consumer and partner e-newsletters, which supports local restaurants and builds local brand advocates.
the Omaha Visitors Guide, and the
VisitOmaha.com website. The Visit • Inspire new product development with initiatives that focus on
Omaha communication efforts focus on creating unique travel-worthy experiences in neighborhoods and at
securing media coverage for Omaha, existing attractions.
which in turn raises awareness of the
city regionally and nationally. Increased • Implement an ongoing local advocacy plan focused on educating
visitation from targeted markets, social residents and decision makers on how tourism brings families closer
media engagement, and number of together and helps neighborhoods grow, value sentiments research
people reached through promotional shows Omaha residents strongly embrace.
and advertising efforts, are the main
metrics used to gauge success. • Generate positive, inspirational and topical media coverage of
Omaha as a desirable travel, meeting and sports destination by
working with targeted travel writers, editors, bloggers, online media,
and other influencers.
PAGE 8 | VISIT OMAHA | BUSINESS PLANNEW INITIATIVES
• Launch a nine month COVID-19 recovery campaign utilizing
traditional media, streaming television applications, social
media, and other digital platforms.
TARGET GOALS
• Employ digital media technology that customizes ads based
on consumer preferences and tracks actual visitation to
the city, and spending by those customers reached by Visit
20%
Increase in
Omaha advertising.
VisitOmaha.com
• Utilize the Tourism Sentiment Index reporting tool to page views from
assess visitor sentiment in real-time and change tactics and
messaging when needed.
target markets
10%
• Develop and launch local and regional Public Relations
campaigns that draw attention to Omaha’s minority-owned
businesses, LGBTQ+ celebrations, Omaha’s recovering
culinary scene, the expansion of the OMAR the Troll Increase in visitation
attraction, and tourism’s impact on the community.
from targeted markets
• Produce a 360 video library of key Omaha convention partner
30%
locations that will provide the convention sales team and
meeting planners with a multi-media tool to explore the city.
• Create a six-month direct marketing campaign targeting 250 Increase in GDPR
meeting and event decision makers.
compliant consumer
• Launch the Visit Omaha blog to generate new promotional database
content and increase awareness of tourism partners by
utilizing video, photography, and guest bloggers.
• Partner with local restaurants to create #OmahaDiningChats,
a social media segment highlighting unique stories and
20%
Increase in overall
experiences behind local restaurants.
time spent on
• Survey Omaha restaurants to determine how Omaha
Restaurant Week can best assist them in the recovery process.
VisitOmaha.com
10%
• Research web design and functionality trends in preparation
for the redesign of VisitOmaha.com.
• Create a monthly newsletter to be used by the convention Increase in social
sales team for regular outreach. Primary goal of the outreach
is to educate planners on Omaha’s convention package. media engagement
BUSINESS PLAN | VISIT OMAHA | PAGE 9VISITOR INFORMATION SERVICES
DEPARTMENT OVERVIEW KEY AREAS OF WORK NEW INITIATIVES
The Visitor Information team is • Year-round operation of the Omaha • In partnership with
responsible for educating and Visitors Center and the airport local hospitality and
encouraging visitors to experience information kiosks. transportation partners,
Omaha area attractions, restaurants, research and implement new
bars and retail shops, which increases • Provide visitors with engaging visitor outreach programs.
the amount of money visitors spend in information and excellent customer
our local community. The team staffs service to ensure a memorable • Research opportunities to
the downtown Omaha Visitors Center experience, which maximizes their distribute visitor information
near the Old Market; and manages two satisfaction and increases visitation materials at Omaha area
visitor information kiosks at Omaha’s to, and spending with, our local venues and arenas.
airport, which are staffed by volunteers tourism partners.
from the Kiwanis Club of Omaha • Collaborate with local
Golden K. • Educate local residents on things colleges and universities
to do with visiting friends and to recruit additional
In all locations the staff interacts family, which in turn will increase volunteers for the Omaha
directly with visitors, answering local awareness and appreciation of Visitors Center, and develop
questions and providing an insider’s Omaha as a tourism destination. outreach programs for
perspective on Omaha metro area incoming students and their
points of interest such as attractions, • Partner with the Council Bluffs families.
tours, hotels, restaurants and local Convention & Visitors Bureau and
businesses. Sarpy County Tourism on the annual
Omaha Metropolitan Area (OMA)
The visitors centers provide visitors and Tourism Awards. These awards
local residents a wide variety of metro recognize those in the tourism
area maps, visitor guides, recreational community who exemplify excellent
information and promotional brochures customer service.
from Visit Omaha partners. The
team also coordinates Visit Omaha’s
brochure program, distributing Omaha
promotional material across the state
of Nebraska.
PAGE 10 | VISIT OMAHA | BUSINESS PLANTARGET GOALS
6
Coordinate “Experience
the Destination” tours for
volunteers and staff that
provide a diverse view of
the city
Recruit, train and retain
a diverse group of
volunteer
75 ambassadors
BUSINESS PLAN | VISIT OMAHA | PAGE 11ADMINISTRATION AND FINANCE
DEPARTMENT OVERVIEW KEY AREAS OF WORK NEW INITIATIVES
The Visit Omaha • Achieve revenue and expense goals. • Update and enhance reporting
administration team software to improve real-time
develops and executes the • Lead advocacy efforts to promote and access to financial, meeting sales
strategic direction of the educate community leaders on the value and marketing data to better
organization, manages daily of tourism. manage and measure COVID
operations and technology recovery efforts.
needs, ensures financial • Collaborate with local, state and regional
accountability and stability, organizations to increase awareness of • Identify and implement new
leads community partnership Omaha as a tourism destination. technology that increases
and engagement efforts, efficiency when working remotely.
and serves as administrator • Manage the Omaha Destination
for the City of Omaha Marketing Corporation and the Strategic • Collaborate with the City of
Destination Marketing Marketing Fund to offer incentives to Omaha’s Deputy Director of
Corporation (DMC). The attract meeting and event business to Diversity, Equity and Inclusion
DMC is a 501(c) 6 non-profit our community. to develop staff awareness
entity which is responsible programing, and to create
for the management of the • Serve as a resource to Douglas County new strategies for employee
Strategic Marketing Fund Visitor Improvement Fund applicants. recruitment and vendor selection.
used to incentivize meeting
and event business. • Maintain Destination Marketing • Utilize Gallup Clifton Strengths to
Accreditation Program (DMAP) improve employee performance
certification to ensure Visit Omaha and job satisfaction.
continues to meet and exceed industry
standards. • Develop leadership-learning
experiences to build bench
• Ensure the organization has leading- strength within the department,
edge technology to maximize efficiency and provide staff with an
and productivity. opportunity for growth.
• Provide staff training to increase
employee performance and job
satisfaction.
PAGE 12 | VISIT OMAHA | BUSINESS PLANOMAHA DESTINATION BUDGET
MARKETING CORPORATION
The majority of Visit Omaha’s funding comes from hotel
To remain competitive, Visit Omaha created the Omaha tax paid by visitors. The state collects a 5% lodging tax on
Destination Marketing Corporation (DMC), a 501(c) 6 each Douglas County hotel room booked: 1% is for the
non-profit organization. The DMC is funded through state’s tourism promotion efforts; 2% goes to the county
Visit Omaha’s portion of the lodging tax paid by for tourism development; and the remaining 2% funds Visit
visitors. Each year, Visit Omaha calculates how much Omaha’s tourism promotion efforts. In addition, the City of
hotel tax revenue it will receive based on visitation Omaha collects a 5.5% occupation tax on hotel rooms; the
projections, and sets its operational budget. When .5% goes to Visit Omaha. In 2021, the city will contribute
that revenue exceeds projections, those dollars are $1.8 million from its general fund to invest in tourism
saved in a reserve fund. The corporation allows Visit sales and promotion efforts. Visit Omaha also brings in
Omaha to take those reserve funds and use them as private revenue by selling advertising on its website, in
incentives to entice meeting, sports and event groups its visitor guide, and through promotional and tradeshow
to select Omaha. Since the majority of meeting, sports partnerships with local hotels, attractions and restaurants.
and event business is booked three to five years in
advance, the corporation allows Visit Omaha to earmark
these funds and hold them until it is time to pay for a
specific meeting or event. The Destination Marketing
Corporation Board and the Omaha City Council
approve fund disbursement.
2021 REVENUE
Projected
Lodging Tax - County (2%) $3,011,608
Occupation Tax - City (.5%) $725,508
2021 BUDGET BY DEPARTMENT General Fund - City $1,800,000
Private Dollars $182,201
Destination Marketing Corporation $375,079
Administration
18% Total revenues $6,094,396
Visitor
Destination
Services Marketing
4% Corporation 2021 EXPENSES
8% % Projected
Administration 18% $1,068,178
Meeting Sales & Services 39% $2,376,151
Marketing & Communications 33% $1,991,314
Visitor Information 4% $263,674
Sales & Services Destination Marketing Corporation 8% $395,079
Marketing
& Communications 39%
Total expenses by dept $6,094,396
33%
*Adopted city budget
BUSINESS PLAN | VISIT OMAHA | PAGE 13VISIT OMAHA STAFF
ADMINISTRATION MEETING, SPORTS AND EVENT SALES
Deborah Ward Cathy Keller
INTERIM EXECUTIVE DIRECTOR / PRESIDENT VICE PRESIDENT OF SALES & SERVICES
Dean Miller
VICE PRESIDENT OF OPERATIONS Mark Rath, CSEE
DIRECTOR OF SALES
Jodie Jordon
ACCOUNTING CLERK Matt Heck
NATIONAL SALES MANAGER
Cindy Brickey
EXECUTIVE ASSISTANT Mattie Scheeter, CMP
NATIONAL SALES MANAGER
MARKETING AND COMMUNICATIONS Jessica Settje
TOURISM SALES MANAGER
Jasmyn Goodwin
INTERIM VICE PRESIDENT OF
Sue Chevalier
MARKETING & COMMUNICATIONS
RESEARCH ANALYST
Erin O’Brien
SOCIAL MEDIA MANAGER Kristin Beglin
NATIONAL SALES COORDINATOR
Amy Cunningham
GRAPHIC DESIGNER
Lynn Mace
MARKETING COORDINATOR MEETING, SPORTS AND EVENT SERVICES
Erin Brungardt
VISITORS CENTER DIRECTOR OF CONVENTION SERVICES
Michele Hayes, PHR, SHRM-CP Maddie Meyer
DIRECTOR OF VISITOR SERVICES CONVENTION SERVICES AND HOUSING MANAGERVisit Omaha 1620 Dodge Street Suite 1900 Omaha, NE 68102 Phone: 402.444.4660 Toll Free: 866.937.6624
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