BOARD MEETING

JOHN SHAKE

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Laura Whitehead

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CONVENTION CHANGE

GROUP TOTAL REVENUE

• 2013: $8,950,414
• 2014: $7,620,268
• -14.9% YTY

2014 Booking Pace

• 53,861 of 79,795 On Books
• Gap of 25,934
• Last Year's Gap: 22,485
• Stretch: 3449
• 15% increase

2014 Group Strategies

• Special Sales Team Incentives
• IHG Group Rewards Points Client Booking Incentive
• Increased Marketing/Promotion
• Cvent, IHG channels, & 3rd Parties

TRANSIENT TOTAL REVENUE

• 2013: $5,817,745
• 2014: $6,464,087
• +11.1% YTY

2014 Transient Strategies

• 12 new BT accounts requested RFPs
• Targeting 8 other share-shift accounts
• Aggressive Strategy for Volume Pull-through on existing
• UPS, Bridge Project, Yum!
• Kentucky Kingdom & Leisure Package

Contract Strategies

• 2013: $903,303
• 2014: $914,323
• +1.2% YTY
• Maintain Current Volume
• Seek new opportunities/meet revenue needs

TERRY JENKS

OCCUPANCY %

ADR $

REVPAR

Total Revenue per $Million

DEPARTMENTAL INCOME PER $MILLION

GEN & UNDISTRIBUTED EXPENSE PER $MILLION

GOP PER $MILLION

Lisa Haller

MACRO TRENDS FOR 2014

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• Group Pace DOWN
• Transient UP
• Rise of 3rd Parties
• More Choices for Meeting Planners
• Changes in Guest Expectations

Group Business is Down

Leisure Travel On Rise

2014 OUTLOOK

For 2014 From 2013

• CVB Reporting 58K less Room Nights
• Decline in City-Wide National Assoication
• SMERF & SPORTS

CONVENTIONS NOT RETURNING IN 2014

GROUP CONTRIBUTION BUDGET

Group Pace for 2014

• Need to Book 48,175 Room Nights for 2014
• Compared to 45,652 for 2013 during same period

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2014 Key Opportunities

• ADR
• Special Events & Holidays
• Opening of Kentucky Kingdom
• New Inventory of Apartments (65)
• Bourbon Experience

2014 SALES FINANCIAL GOALS

Group Convention & Meetings

• Attain 2014 Budget Group Room Nights, Room Revenue, & ADR
• Attain 2014 Budget for Convention Services F&B Revenue
• Book 48K Nights in 2014 from 10/1/2013-12/31/14
• 27K of these rooms @ $130 ADR
• Grow Occupancy in Suite Tower

Transient Business

• Attain 2014 Budget for Preferred Corporate Room Nights, Revenue & ADR
• Attain 2014 Budget for Apartment Room Nights, Revenue, & ADR
• Attain 2014 Budget for Airline Room Nights, Revenue, & ADR
• Grow Occupancy in Suite Tower
• Improve Occupancy on Sun, Mon, & Tues Nights

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Key Strategies

Sales Strategies

• Increase Lead Conversion by 10% points
• "Give a Week" 5 days per Month, Face to Face Outside Sales Calls
• "Taking It on the Road" - Road Shows (Atlanta, Nashville, St. Louis, D.C)
• New Rewards Program for HelmsBriscoe, ConferenceDirect, Experient
• Host Meeting Planner Summit (Oct 2014)

SALES STRATEGIES

• Increase Humana Group Rooms by 2000
• Increase Bridge Account to 2000 Room Nights
• Increase UofL Account by 2000 Room Nights
• Drive Demand through Official Partnerships
• Increase Market Share from Local Corporate

SALES STRATEGIES

• Leverage Marquee Special Events to showcase Louisville
• Showcase City to Targeted Meeting Planners
• Host CVB Lunch in Louisville FAMS
• Host ABA & ASAE Pre FAM (2014)

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Issues Impacting Our Business

• Condition of KICC
• New Competition
• On-Property Meeting Space

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Celebrate Our Independence

• Galt House is one of the last
• Independent
• Family-Owned
• Urban
• Convention Hotels STILL STANDING!

NOTHING HAPPENS UNTIL A SALE IS MADE

Keep Investing.

RITA REEDY

INDUSTRY INSIGHTS

70% OF AMERICANS LOOKS AT REVIEWS BEFORE CONVERSION

Industry Insights

• Mobile is revolutionizing the way customers interact with technology
• New Use Behavior
• SOURCE: (Calm Mcindoe, 6 Tech Trends Revolutionizing Hospitiality)

MOBILE PAYMENTS EXPECTED TO QUADRUPLE

Media Landscape

• Millions of Websites
• Apps into the Millions
• Countless Publications
• 900 TV Channels
• Hundreds of Radio Stations

FIRING ON ALL CYLINDERS

Competitive Advantage

• MeetingLouisville.com
• KFC Yum! Center Partnership- Galt
• KY Kingdom Partnership -Crowne
• RFP - Accelerator

Visual Storytelling

Visual Storytelling

Visual Storytelling

DIGITAL, DIGITAL, DIGITAL

• Websites-Optimized (Content Rich)
• Display, PPC, and Mobile Ads
• Social Media & Social Media Plug-ins
• Video Ads, Re-targeting Ads
• Blogs

SOCIAL MEDIA LANDSCAPE

"THE OLD WORD OF MOUTH IS THE NEW WORD OF MOUTH"

WHY SOCIAL MEDIA?

• 40% of personal travelers share experience on social media

Activate Egos & Transparency

• Trip Advisor #1 Source for Travel Reviews
• On-line Reputation
• Real-time social media on hotel websites
• Encourage Guests to Sell Us
• Social Media Monitor on Property/Social Influence Marketing

Customer Relationship Marketing

• Strategy to Capture Rich Customer Info
• Pre-Arrival E-mails
• Wi-Fi
• Micro-targeting e-mail messaging
• Cross-Reference Social Media

MOBILE RELATIONSHIP MARKETING

• Reach the Right Audience in Real Time
• APPS: Yelp, Open Table, Foursquare
• Text Messaging
• GPS Locale
• Retargeting

SINGLE SIGN ON

• Increase Bookings using simple solution for payment

Food For Thought

GH-Web Visits YTD 4/17

GH-Web Reservations/RN YTD 4/17

Galt Web $ YTD 4/17

GH-Mobile Visits YTD 4/17

CP-Web Visits YTD 4/17

CP Mobile Web Visits YTD 4/17

CP-Direct Web Room Nights Q1

CP-Direct Web Revenue Q1

GH-Voice Tracking $ Q1

ML Web Traffic YTD 4/17

RIVUE Web Traffic YTD 4/17

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