DALLAS CONVENTION & VISITORS BUREAU

CITY SALES AND MARKETING: FISCAL YEAR 2024 (FY24) WAS MARKED BY SIGNIFICANT MILESTONES AND DEVELOPMENT IN DALLAS' FUTURE, UNDERSCORING A COMMITMENT TO ENHANCING THE CITY AS A PREMIER DESTINATION FOR BUSINESS AND LEISURE TRAVEL. IT WAS DEFINED BY THE PROGRESS OF SEVERAL KEY PROJECTS, SUCCESSFUL PARTNERSHIPS AND STRATEGIC EFFORTS, MOST NOTABLY THE GROUNDBREAKING OF THE KAY BAILEY HUTCHISON CONVENTION CENTER MASTER PLAN, WHICH WILL CHANGE DALLAS' URBAN LANDSCAPE FOR DECADES TO COME. TO DATE, THE VISIT DALLAS TEAM HAS SUCCESSFULLY BOOKED 59 DEFINITE CONVENTIONS, REPRESENTING $1.56 BILLION IN FUTURE ECONOMIC IMPACT FOR 2029 AND BEYOND. THIS ENTHUSIASM UNDERSCORES THE STRONG DEMAND FOR DALLAS AS A CONVENTION DESTINATION.IN FY24, VISIT DALLAS BOOKED 2.4 MILLION ROOM NIGHTS FOR A TOTAL ECONOMIC IMPACT OF $2.49 BILLION. THE TEAM BOOKED 1,484 EVENTS, INCLUDING 19 CITYWIDES. THESE EVENTS ARE ESTIMATED TO BRING IN $1.5 BILLION ALONE IN DIRECT SPEND. THIS YEAR, AFTER TWO YEARS OF RESEARCH AND COLLABORATION BETWEEN VISIT DALLAS AND CITY LEADERS, COMMUNITY STAKEHOLDERS, AND RESIDENTS, DALLAS CELEBRATED THE LAUNCH OF A NEW UNIFIED DESTINATION BRAND IDENTITY FOR DALLAS A MAVERICK, CAN-DO SPIRIT. THE BRAND IS A DYNAMIC AND OWNABLE IDENTITY THAT AUTHENTICALLY REFLECTS THE QUALITIES, PERSONALITY AND VALUES THAT MAKE DALLAS WHAT IT IS TODAY AND SERVES AS A COMPETITIVE POSITIONING PLATFORM TO BUILD EQUITY AND INTEREST IN DALLAS FOR YEARS TO COME.IN JUNE, VISIT DALLAS LAUNCHED ITS NEW NATIONAL LEISURE AND TRADE CAMPAIGN 'CAUSE WE CAN. INSPIRED BY THE NEW DESTINATION BRAND AND ACCOMPANYING CORE PILLARS, THE 'CAUSE WE CAN CAMPAIGN SERVES AS THE CREATIVE EXPRESSION OF A MAVERICK CAN-DO SPIRIT AND INVITES VISITORS TO BE THEIR BEST, MOST AUDACIOUS AND FEARLESS SELVES. PRELIMINARY RESULTS SHOWED THE CAMPAIGN WAS INCREDIBLY EFFICIENT COMPARED TO PREVIOUS CAMPAIGNS, WITH COST PER AWARE HOUSEHOLD (CPAH) DECREASING BY NEARLY 30% (CPAH $0.10 IN FY24 COMPARED TO CPAH $0.34 IN FY23). IN ADDITION, THE ADS PERFORMED WELL ABOVE AVERAGE IN COMMUNICATING INTENDED MESSAGES, IMPROVING ON PERCEPTIONS OF DALLAS. ATTRIBUTES WITH THE GREATEST LIFT INCLUDE A PLACE THAT PRIORITIZES THE ARTS, WELCOMING, FUN, SIGHTSEEING OPPORTUNITIES (WHILE ON A BUSINESS TRIP), EXCITING NIGHTLIFE, ELEVATED, STUNNING, AND SURPRISING.THROUGH STRATEGIC MARKETING EFFORTS, THE VISIT DALLAS MARKETING TEAM EXCEEDED ITS FY24 ROOM NIGHT GOAL BY 3%, CONTRIBUTING A TOTAL OF 382,779 ROOM NIGHTS. THIS SUCCESS TRANSLATED INTO A SUBSTANTIAL ECONOMIC IMPACT OF $297,357,566, REPRESENTING A RETURN OF$148FOR EVERY DOLLAR SPENT ON ADVERTISING. ANOTHER EXCITING DEVELOPMENT IS DALLAS' INCLUSION IN THE MICHELIN GUIDE TEXAS. IN PARTNERSHIP WITH TRAVEL TEXAS, VISIT DALLAS PROUDLY ANNOUNCED THAT DALLAS WILL BE RECOGNIZED IN THIS WORLD-RENOWNED CULINARY GUIDE. THE MICHELIN GUIDE IS THE GOLD STANDARD IN CULINARY TOURISM, AND ITS INCLUSION WILL ELEVATE DALLAS' VIBRANT CULINARY SCENE, SHOWCASING THE CITY'S DIVERSE OFFERINGS AND WORLD-CLASS CHEF COMMUNITY. THIS RECOGNITION POSITIONS DALLAS AS A PREMIER DINING DESTINATION ALONGSIDE AUSTIN, FORT WORTH, HOUSTON AND SAN ANTONIO.

EVENT PROCUREMENT AND HOSPITALITY: VISITORS TO DALLAS CONTRIBUTED $6.6 BILLION IN DIRECT SPENDING WITH A TOTAL IMPACT OF $10.5 BILLION TO THE CITY'S ECONOMY, GENERATING 59,000 JOBS. FY24 FOCUSED HEAVILY ON NEW BOOKING STRATEGIES FOR 2025-2028, DURING THE CONSTRUCTION PHASE OF THE NEW CONVENTION CENTER. THE PRIMARY FOCUS IS TO BOOST GROUP BUSINESS FOCUSING ON MINIWIDES AND SELF-CONTAINED BUSINESS WITH NEW INCENTIVES, COUNTERING THE REVENUE IMPACT ON THE CITY DURING THE CONSTRUCTION PERIOD. THIS KEY INITIATIVE INVOLVES COLLABORATING WITH TOP THIRD-PARTY MEETING PLANNING PARTNERS AND SELLING AVAILABLE DATES DURING THE CONSTRUCTION PERIOD BY OFFERING INCREASED INCENTIVES TO THEIR CUSTOMERS FOR CONFIRMED BUSINESS BETWEEN 2025-2028. ALSO IN FY24, DALLAS MADE BIG HEADLINES WHEN IT WAS SELECTED TO HOST AN UNPRECEDENTED NINE MATCHES IN THE FIFA WORLD CUP 26. AS ONE OF THE HOST CITIES, DALLAS WILL WELCOME THOUSANDS OF INTERNATIONAL VISITORS, PLACING THE CITY ON THE GLOBAL STAGE AND FURTHER BOOSTING ITS TOURISM INDUSTRY. THE WORLD CUP WILL NOT ONLY BRING ECONOMIC BENEFITS BUT ALSO ENHANCE DALLAS' INTERNATIONAL REPUTATION FOR YEARS TO COME.THIS YEAR, DALLAS SPORTS COMMISSION (DSC) STANDARDS, HOSTING AN ANNUAL RECORD 86 EVENTS AND SECURING 163 BOOKINGS THIS FISCAL YEAR. THESE EFFORTS CONTRIBUTED TO OVER 450,000 ROOM NIGHTS AND WELCOMED OVER 900,000 ATTENDEES TO DALLAS. THESE RESULTS UNDERSCORED DALLAS' GROWING REPUTATION AS A PREMIER DESTINATION FOR SPORTS, TOURISM, AND MAJOR EVENTS.