EXECUTIVE SUMMARY El Paso is a city reborn and Destination El Paso is proud of the role it continues to play in improving the quality of life for El Pasoans, delivering outstanding experiences for visitors and helping taxpayers and local businesses capitalize on the millions of dollars of investment which are fueling this renaissance. Destination El Paso’s Annual Report for Fiscal Year 2018/2019 (FY 19) chronicles another year of impressive success in spite of daunting obstacles. Destination El Paso once again grew total revenues, grew total hotel occupancy and grew the number of events hosted in El Paso. Visit El Paso, the destination-marketing arm, excelled at marketing El Paso as a destination to out-of- towners. With the delayed renovation of a key downtown hotel property threatening more than a dozen conferences, the Visit El Paso team worked diligently to retain them and their corresponding hotel nights in El Paso — keeping more than $3.8 million in economic impacts which could have been lost. Furthermore, when wait times spiked at the ports of entry which welcome tourists from Northern Mexico, Destination El Paso temporarily suspended marketing efforts there. Rather than risk visitors from key markets like Chihuahua and Torreon having a bad experience, Visit El Paso chose to retool and re-engage once we were able to reasonably ensure those visitors could get the experience they deserve. El Paso Live, the event marketing division, continued to support mainstay events like El Paso Electric presents Broadway in El Paso, the Sun City Craft Beer Festival and WinterFest. El Paso Live also welcomed new events like the Sun City CRIT cycling race to El Paso. All told, special events brought in $435,524 helping drive Destination El Paso’s total revenue of more than $7.4 million. None of the challenges we faced come close to the devastation we felt as a community on August 3, 2019. But just as El Paso is a city reborn, we are also El Paso Strong. In addition to committing resources to El Paso’s resiliency effort, Destination El Paso sought to fight hatefulness with authentic messages of love, friendship and fun which are woven into the fabric of our community. No act of violence can ever take those away.
In 2020 and beyond, Destination El Paso is eager to continue work improving the quality of life for El Pasoans and visitors. We are a city reborn. We are El Paso Strong.
Bryan Crowe General Manager, Destination El Paso
WHO WE ARE Destination El Paso is organized as the parent of two branded operating divisions: Visit El Paso and El Paso Live. Visit El Paso is responsible for destination marketing for the City of El Paso and includes Convention Development, Meeting Planning Services, the El Paso Film Commission and Tourism Development to include management of two Visitor Information Centers, as well as advertising and media relations. El Paso Live is responsible for venue and event management of four City of El Paso-owned venues: Judson F. Williams Convention Center, Abraham Chavez Theatre, Plaza Theatre Performing Arts Centre and McKelligon Canyon Amphitheatre & Pavilion. MISSION STATEMENT The mission of Destination El Paso is to provide convention, tourism, venue and event management services to visitors, clients and the greater El Paso Community so they can enjoy a pleasurable experience that enhances quality of life and generates economic growth. Destination El Paso is funded primarily by the hotel/motel occupancy tax (HOT). Out of the 17.5% tax applied to each room night stay, the city receives 4.5% which is divided into 1.5% to venue operations and 3% to destination marketing. PROUDLY MANAGED BY ASM GLOBAL ASM Global was formed in October 2019 from the merger of AEG Facilities, the global innovator in live entertainment venues, and SMG, the gold standard in event management. ASM Global is a venue management powerhouse that spans five continents, 14 countries and more than 300 of the world’s most prestigious arenas, stadiums, convention and exhibit centers, and performing arts venues. As the world’s most trusted venue manager, ASM Global provides venue strategy and management, sales, marketing, event booking and programming, construction and design consulting, and pre- opening services. Among the venues in our portfolio are landmark facilities such as McCormick Place & Soldier Field in Chicago, the Los Angeles Convention Center, Tele2 Arena in Stockholm, the Mercedes-Benz Superdome in New Orleans and the Shenzhen World Exhibition and Conference Centre in Shenzhen, China. ASM Global also offers food and beverage operations through its concessions and catering companies. Each operating division is represented as a brand with its own website and social media presence.
Bryan Crowe General Manager
Brooke Underwood Assistant General Manager Visit El Paso
Trudy Sweeten Assistant General Manager El Paso Live
Patricia Genera Director of Finance
Veronica Castro Director of Tourism Development
Cesar Ramirez Director of Events & Facility Sales
Mauro Monsisvais Director of Operations
Jessica Vivar Director of Food & Beverage
DESTINATION EL PASO HIGHLIGHTS
TEXAS ASSOCIATION OF CONVENTION AND VISITOR BUREAUS AWARDS
1st Place Promotional Video (New 2-minute video)
1st Place Convention Promotion (International Food Bloggers Conference)
2nd Place National Travel and Tourism Week Campaign
2nd place Tourism Promotion (Pride Campaign)
Judges Choice Promotional Video (New 2-minute video)
Judges Choice Convention Promotion (International Food Bloggers Conference)
Photo by Jannoon028 Freepik.com
AUSTIN OFFICE OPENING October 2018
The Visit El Paso sales office in Austin gives the team local access to state associations, organizations and events rights holders who are headquartered in the state capital.
ANNUAL AUSTIN TAMALE DROP December 2018 660 tamales delivered to more than 40 state association offices in Austin.
NEW 2-MINUTE AND 30-SECOND PROMOTIONAL VIDEOS December 2018 Two new promotional videos “The New El Paso” (30-seconds) and “El Paso: A City Reborn” (2-minutes) were released nationally during the televised annual Sun Bowl game.
DESTINATION MARKETING ACCREDITATION PROGRAM (DMAP) CERTIFICATION February 2019 The DMAP certification positions Destination El Paso as a valued and respected organization in the community and is the industry standard for destination marketing and management.
$212,323,255HOTEL GROSS REVENUE FY 19 Up from $183,355,709 in previous FY
76.3% CITY-WIDE HOTEL OCCUPANCY FY 19 Up from 69.9% in previous FY
Visit El Paso markets the region nationally and internationally in order to improve quality of life and make a direct economic impact on the city. We do that by showing off what makes the region great, exceeding people’s expectations and showing El Paso’s potential to be a top choice for business and/or leisure travel, meetings and conventions, film industry and sporting events. As the marketing arm for the City of El Paso, Visit El Paso uses traditional, paid, earned, online and social media to create conversations about the region, enhance its image and create more awareness about all the wonderful things happening here. Why? Because not only does an increase in visitors have a positive impact on the economy, benefitting residents, but because we believe El Paso’s story deserves to be heard.
EL PASO TRAVEL DATA — BY THE NUMBERS
DIRECT TRAVEL SPENDING Purchases by travelers during their trip, including lodging taxes and other applicable local and state taxes, paid by the traveler at the point of sale.
UP 10.3% from 2017
DIRECT EMPLOYMENT Employment associated with the above earnings; this includes both full and part-time positions of wage and salary workers and proprietors.
13.9K UP 4.5% from 2017
DIRECT EARNINGS The earnings (wage and salary disbursements, earned benefits and proprietor income) of employees and owners of businesses
that are attributable to travel expenditures. $444.1M UP 4.2% from 2017
DIRECT TAX RECEIPTS Tax receipts collected by state, counties and municipalities, as levied on applicable travel-related purchases, including lodging, food and beverage service, retail goods and motor fuel.
$140.5M UP 9.0% from 2017
12 The number of Person-Stays to the El Paso Metropolitan Statistical Area (MSA) was estimated at 3.47 million in 2018, and the volume of Person-Days was estimated at 9.68 million. The El Paso MSA’s share of total Person-Stays to Texas ranked 16 out of 26 Texas MSAs. Source: Dean Runyan Associates, Inc. for Travel Texas Office of the Governor, Economic Development and Tourism Division
LEISURE ACTIVITY SUMMARY (STAYS)
General Shopping Medical/Health/Doctor Visit Business
Visit Friends/Relatives (general visit) Personal Special Event (anniversary, birthday) Holiday Celebration (Thanksgiving, July 4th, etc.)
Movies Historic Sites Touring/Sightseeing Attractions 21.6% (NET)
Nightlife (bar, nightclub, etc.) Zoo/Aquarium Show (boat, car, home) Libation and Culinary 16.7% (NET) Culinary/Dining Experience Winery/Distillery/Brewery Tours
Golfing Hiking Boating/Sailing
Parks (national/state, etc) Eco/Sustainable Travel Beach/Waterfront
TOURISM DEVELOPMENT The purpose of the Tourism Development team is to provide brand marketing, positive multimedia messaging, destination promotion and visitor services in order to develop and strengthen a positive image of the destination. The team provides support to visitors, media, local and regional communities and tourism industry professionals, increasing economic impact on the community. VISITOR CENTERS Visit El Paso oversees two visitor centers. Union Depot Visitor Information Center is located in Downtown El Paso, and the Airport Visitor Information Center is located in the lobby of the El Paso International Airport. Our visitor centers continue to be a vital component of our destination marketing strategy. With two visitor centers in the city, our information specialists are providing services for the leisure and business traveler, both domestic and international. The centers respond to inquiries, provide collateral materials for all attractions and participate in local events promoting the destination. EARNED MEDIA Visit El Paso works with media, publications, editors, journalists, freelance writers and content creators to generate positive media coverage about the destination. The earned media coverage leverages Visit El Paso’s overall marketing efforts and extends the reach of advertising campaigns. Earned media provides El Paso with a third-party validation that is presented in an unbiased manner. GROUP TRAVEL Visit El Paso maintains involvement and maximizes awareness of the destination to national and international tour operators by securing listings in annual tour operator guides, group servicing, attending sales missions and hosting familiarization tours. In addition, the department assists local and regional attractions in the development of new travel products to market to tour operators, group travel and wholesale travel operators. EL PASO AMBASSADOR PROGRAM The El Paso Ambassador Training is for anyone who wants to learn more about El Paso and share their love for the Sun City. It’s an interactive tool that allows users to review history and information about the El Paso region and take quizzes to earn points and prizes.
AMIGO MAN The Amigo Man has been El Paso’s sunniest ambassador since 1976. He is one of the most recognizable branding elements both within the community and to the world. In 2019, Visit El Paso re-emphasized the use of Amigo Man to represent the City of El Paso in local, state and nation-wide events, as well as in branding tools such as buttons, lapel pins, pens, coffee mugs and t-shirts. The Amigo Man made more than 50 appearances in FY 19 including an appearance at the South By Southwest (SXSW) festival in Austin. ONLINE AND MOBILE APP Online and mobile information services showed significant growth in FY 19, Visit El Paso’s social media presence via Facebook, Twitter and Instagram more than doubled their total engagement over the previous FY. The Official Visit El Paso App was downloaded by more than 6,000 users and grew to 19,292 total all- time downloads in FY 19. The app allows users to explore El Paso virtually through their mobile device to find outdoor activities, restaurant options, top spots to visit, entertainment, shopping, museums, wineries, historical attractions, regional attractions, accommodations, transportation and even ideas for quick one-hour or half-day excursions. Users can also FaceTime with a visitor information specialist directly, save an agenda and view an up-to-date events calendar via the app. In this age of digital information, making Visit El Paso’s messaging mobile is a priority. The number of people looking for information and content on mobile devices continues to grow. Visit El Paso’s website and mobile app are used by visitors who frequently search for hotel and event information, videos, experience guides and other discovery tools. Users on the Visit El Paso website and subscribers to e-newsletters have grown by 17% in FY 19. Unique page views were up by more than 100,000 individuals who have visited VisitElPaso.com at least once in FY 19. Via the app and website, users are able to take self-guided or audio tours of popular locations, explore attractions like museums, art galleries and historic sites, keep up to date with concerts and events and learn more about what the region has to offer, all from the palm of their hands.
TOURISM DEVELOPMENT AND VISITOR INFORMATION HIGHLIGHTS
4,835; 15% increase over previous FY
21,300; 8% increase over previous FY
29,700; 16% increase over previous FY
6,107 downloads in FY 19
19,292 total all-time downloads
1,234,053 unique page views
1.3 page views per visit
00:01:20 average time spent on page
Increase of 4,525 subscribers; 17% open rate
• SXSW Festival in Austin, TX • KFOX Special Segment – El Paso’s Amigo Man • WinterFest – present every weekend • Pride Parade Grand Marshal • All-America City Awards in Denver
Appearances in FY 19
MARKETING TRADITIONAL MARKETING
Traditional marketing tools (TV, print, radio, billboards, etc.) are still key in reaching Visit El Paso’s core target audience, including Millennials and Gen-X. Both of these population segments are growing and reaching them is an essential part of our traditional marketing plan. Three cities were identified as key markets for Out-Of-Home (OOH) advertising (billboards): Albuquerque and Deming, New Mexico; and Midland, Texas. Albuquerque and Deming digital and vinyl billboards continue to generate a high volume of impressions and leads. In FY 19, Midland was added to Visit El Paso’s OOH advertising strategy due to drivability and the city’s growing income via the oil and gas industry. While print media has given way to digital, placement in key regional, tourism and niche publications is still a vital part of Visit El Paso’s strategy, especially in reaching Baby Boomer and Gen-X segments. DIGITAL MARKETING Visit El Paso’s digital marketing strategy for FY 19 focused on family travel, festivals, major events, heritage outdoors and LGBTQ-friendly travel. Programmatic online advertising allows Visit El Paso to create campaigns targeted to specific demographics, making them more relevant to individual consumers. Using target-specific ads has led to an increase of more than 40 million impressions (ads viewed once by a consumer or displayed once on a website) and an increase of more than 200,000 conversions (clicks on ad). Interactive placement, including video and banner ads on websites and e-newsletters, are targetable and provide tracking of impressions and conversions. Total interactive placement impressions for FY 19 reached over 75 million. Paid social media advertising is among the most versatile and measurable resources that is available to Visit El Paso. Campaigns can be easily adjusted to meet performance goals and reach target audiences. Visit El Paso’s paid social media advertising campaigns in FY 19 were seen more than five million times across all platforms and generated more than 40,000 clicks. Search Engine Marketing (SEM) is a powerful tool which not only creates impressions and conversions, but increases Visit El Paso’s brand awareness. SEM is focused on conversions and is highly adaptable for local and regional campaigns.
Out of Home Advertising • Albuquerque - digital board changed seasonally to display upcoming events
• Deming - general Visit EP messaging, vinyl changed twice a year • Midland - general Visit EP messaging, vinyl changed twice a year • Total OOH impressions: 15,639,688
TAKE the Scenic route in E l P aso HOP OFF THE INTERSTATE AND HIT SCENIC DRIVE — A WINDING MOUNTAIN ROAD WITH STUNNING VIEWS OF EL PASO AND MEXICO. DON’T FORGET YOUR CAMERA BECAUSE THE VIEW OF THREE STATES AND TWO NATIONS IS SPECTACULAR.
• Authentic Texas • Big Bend & Texas Mountain Travel Guide • Canadian Traveler • Grand Canyon Journal • Group Travel Leader • Group Tour Magazine • New Mexico Journey • Texas Journey • Texas Highways • Texas Parks & Wildlife • Texas State Travel Guide • True West • USA Today Go-Escape
MEXICO ADVERTISING & MARKETING The area’s international bridges are the front door through which our community welcomes tourists from Northern Mexico. Visit El Paso suspended paid tourism marketing efforts in this region midway through FY 19 due to exceptionally long wait times at U.S. ports of entry which were caused by staffing changes within U.S. Customs and Border Patrol and the migrant crisis. Visit El Paso resumed advertising to this critical market in October 2019. Prior to the suspension of paid promotional campaigns, Visit El Paso’s print, programmatic and paid social advertising were performing robustly. VISITOR INFORMATION CENTER The Visitor Information Center in Chihuahua City, the state capital, opened in late FY 19 and offers hotel booking, information and event ticket buying. PRINT ADVERTISING Prior to the suspension of paid print marketing in Northern Mexico, print advertising garnered more than three million impressions in four publications. PROGRAMMATIC ADVERTISING Targeted programmatic ad campaigns were focused on family travel, weekend stays and shopping. Prior to the suspension of marketing tourism in Northern Mexico, these campaigns were on track for an increase in impressions and conversions in FY 19. PAID SOCIAL MEDIA In FY 19, paid social media was added to the marketing strategy for Northern Mexico. Paid social media campaigns were focused on family travel, weekend stays and shopping. Prior to the suspension of paid marketing tourism in Northern Mexico, paid social media campaigns were on track to compete with local and regional campaigns for the amount of impressions and conversions.
MEXICO ADVERTISING & MARKETING HIGHLIGHTS
Paid Social Media
Print Advertising • 3,401,825 impressions • El Heraldo de Chihuahua • El Regional • El Siglo Torreon • El Sol de Durango
• 516,200 impressions • 6,300 conversions
• 16,435,599 impressions • 8,405 conversions
CONVENTION DEVELOPMENT Convention Development continues to progress as more downtown accommodations become available. Along with a rising number of leads generated and future bookings, definite economic impact was up by more than $1 million. The Convention Development team’s work to attract state, regional and national convention and meeting activities led to several notable conventions. An economic impact totaling more than $2 million was generated from:
Southwest Electric Safety Exchange Annual Meeting April 2020 Attendance: 300 Total Room Nights: 600 Economic Impact: $214,381
South West Transit Association Annual Convention
March 2019 Attendance: 400 Total Room Nights: 1,150 Economic Impact: $281,848
Aviation Media SMART Airports Conference July 2019 Attendance: 300 Total Room Nights: 248 Economic Impact: $522,407
Texas Association of County Auditors Fall Conference
October 2020 Attendance: 200 Total Room Nights: 460 Economic Impact: $123,520
Rocky Mountain Modern Language Association Annual Convention
International Food Blogger Conference November 2020 Attendance: 250 Total Room Nights: 200 Economic Impact: $165,178
October 2019 Attendance: 500 Total Room Nights: 625 Economic Impact: $191,522
Society of American Travel Writers Annual National Convention
Texas Association of Bilingual Education Annual Conference
October 2019 Attendance: 275 Total Room Nights: 1,025 Economic Impact: $442,776 US/Mexico Sister Cities Mayors Summit February 2020 Attendance: 250 Total Room Nights: 450 Economic Impact: $133,869
October 2021 Attendance: 1,100 Total Room Nights: 990 Economic Impact: $817,897
CONVENTION DEVELOPMENT HIGHLIGHTS
DEFINITE ECONOMIC IMPACT
$6,230,847 PREVIOUS FY
19,877 PREVIOUS FY
DEFINITE ROOM NIGHTS
14,643 PREVIOUS FY
111 PREVIOUS FY
55 PREVIOUS FY
SPORTS DEVELOPMENT The Sports Development team continues to prove that El Paso is a viable destination for Event Rights Holders and a prime market for hosting sports activities and tournaments.
By attracting the USA CRITS closed circuit cycling race, as well as the Minor League Baseball All-Star Game, Sports Development grew the economic impact from sports activities and tournaments by nearly $3 million.
El Pasoans and visitors had the unique opportunity to experience a high caliber cycling event in a unique urban atmosphere provided in and around San Jacinto Plaza. The high-speed criterium race, Sun City CRIT, attracted 2,800 spectators to Downtown to witness international and national competitors from nine countries and 27 states. Sun City CRIT is one of nine cities selected to host a USA CRITS event. El Paso was selected as the site of the USA CRITS season opener for 2019 and 2020 and will remain part of the race series through 2023. The USA CRITS event accounted for 2,000 total room nights and an economic impact of more than $1.3 million alone. The 2019 MiLB All-Star Game accounted for 930 room nights and an economic impact of $245,231.
SPORTS DEVELOPMENT HIGHLIGHTS
FUTURE BOOKINGS Previous FY: 7
DEFINITE ROOM NIGHTS Previous FY: 3,602
DEFINITE ECO IMPACT Previous FY: $1,177,296
DEFINITE ATTENDANCE Previous FY: 723
NOTABLE TOURNAMENTS USA CRITS – March 2019 Attendance: 1,000 Total Room Nights: 2,000 Economic Impact: $1,308,958 Minor League Baseball Triple-A All Star Game – July 2019 Attendance: 170 Total Room Nights: 930 Economic Impact: $245,231
SUN CITY CRIT SOCIAL MEDIA 5,521 Engagements 656,134 Impressions 4,744 Link Clicks 74 Shares
FUN FACTS • Minimum five-year agreement • International and National competitors (nine countries and 27 states). • One of nine communities selected in the U.S. • El Paso selected as 2019 and 2020 Season Opener
FILM COMMISSION El Paso is both a distinct and versatile location for feature, commercial, short, corporate and documentary films. The El Paso Film Commission assists with location scouting, permit applications and crew and production services.
The Film Commission assisted Visit El Paso with production on the “Discover El Paso” commercial. The eight-day shoot took place at popular El Paso and Juárez destinations.
The El Paso Film Commission also sponsored the El Paso 2 Day Movie Challenge. The contest challenged teams of local moviemakers to create a short movie over a two-day weekend, encouraging them to use city parks and other local locations to create a four to eight-minute movie in two days. An award ceremony and screening was held at the Plaza Theatre. Another highlight in FY 19 was the corporate shoot for Sonic at the Plaza Theatre, produced by AVCOM Productions of Tulsa, Oklahoma, and the Screener Series, which featured the independent feature film “Texas Cotton,” directed by Tyler Russell. The Screener Series is a new quarterly series introducing new independent, low-budget filmmakers to the local film community. The reality police television show “Live PD” filmed in El Paso in 2018 and is expected to return in 2020. FILM COMMISSION HIGHLIGHTS
SUMMARY – Previous FY in parenthesis ( ) Prod Titles Shoot Days Rm Nights
Production Type Commercial
El Paso Live provides venue operation and event management at four City of El Paso-owned properties: The Plaza Theatre Performing Arts Centre, Abraham Chavez Theatre, Judson F. Williams Convention Center and McKelligon Canyon Amphitheatre & Pavilion. Each of the four venues managed by the El Paso Live team continues to attract a wide variety of family-friendly entertainment, concerts, festivals, Broadway shows and more. The El Paso Electric presents Broadway in El Paso series continues to generate excitement and revenue, with gross ticket sales from the seven-show season topping $1.2 million. Other highlights of FY 19 include WinterFest, which attracted more than 23,000 people to Downtown during the holiday season, the Sun City Craft Beer Festival, Alfresco! Fridays, Ice Cream Fest and the Sun Bowl Fan Fiesta which attracted more than 30,000 attendees combined. El Paso Live also oversaw renovations to the Judson F. Williams Convention Center which began in 2019. The first phase of improvements included much needed cosmetic upgrades and new equipment throughout the convention center, such as new carpet, new furnishing in the lobby, a new color palate and public art. A second phase will include a new state-of-the-art lighting control system with dimmable LED lighting, new ceiling finishes and full restroom renovations. The El Paso Live team’s commitment to exceeding the expectations of guests, event organizers and the El Paso community continues to attract return customers and new and exciting events alongside recurring favorites.
VENUE OPERATIONS The four city-owned venues managed by EL Paso Live hosted 463 events, totaling 617 event days in FY 19. This includes a number of sold out concerts, special events like Sun City Craft Beer Festival and Winterfest, and Downtown’s signature El Paso Electric presents Broadway in El Paso series. In FY 19, revenues and attendance for special events are reported separately from venue revenues. When combined, attendance and revenues for venues and special events were up, with total revenues for venue operations totaling $7,439,0444 . That’s an increase of about a 1.3% over the previous FY.
HIGHLIGHTS • Total events hosted: 463
• FY 19 total attendance: 455,977
• Previous FY total attendance: 528,615
• Total event days: 617
• Total nonprofit days: 243
• Total gross income: $7,439,044
• Previous FY total gross income: $7,356,227
PLAZA THEATRE PERFORMING ARTS CENTRE • FY 19 total attendance: 125,598 • Previous FY total attendance: 158,359 • Total events hosted: 117 • Total event days: 143 • Total nonprofit days: 78 • Total gross income: $2,339,123 • Previous FY total gross income: $2,571,254 Sold-out concerts include: • Jason Mraz – December 18, 2018 • Chicago – February 26, 2019 • Earth, Wind & Fire – March 16,2019
ABRAHAM CHAVEZ THEATRE • FY 19 total attendance: 62,261 • Previous FY total attendance: 67,976 • Total events hosted: 46 • Total event days: 52 • Total nonprofit days: 27 • Total gross income: $712,507 • Previous FY total gross income: $826,971
Sold-out concerts include: • Kevin Hart – October 25, 2018 • Ghost – November 9, 2018 • George Lopez – December 1, 2018 • Willie Nelson – February 14, 2019
JUDSON F. WILLIAMS CONVENTION CENTER • FY 19 total attendance: 169,695 • Previous FY total attendance: 177,380 • Total events hosted: 89 • Total event days: 192 • Total nonprofit days: 51 • Total gross income: $2,706,330 • Previous FY total gross income: $2,749,782
MCKELLIGON CANYON AMPHITHEATRE & PAVILION • FY 19 total attendance: 23,230 • Previous FY total attendance: 33,878 • Total events hosted: 28 • Total event days: 28 • Total nonprofit days: 15 • Total gross income: $345,627 • Previous FY total gross income: $339,871
SPECIAL EVENTS AND FESTIVALS Nothing exemplifies the El Paso Live team’s dedication to providing quality entertainment that generates regional excitement and more opportunities to improve quality of life than the success of our special events and festivals, like the El Paso Electric presents Broadway in El Paso series. The series celebrated its 15th season of bringing Broadway to the Southwest at the historic Plaza Theatre during FY 19. The season included the classic “Rodgers & Hammerstein’s The Sound of Music,” and other stage favorites for both families and theater lovers like “Finding Neverland,” “Jersey Boys,” “Kinky Boots,” “Evita” and “Something Rotten!” A special holiday performance, “Christmas Wonderland Holiday Spectacular,” was added to the season. Other special events and festivals like the Sun City Craft Beer Festival, Alfresco! Fridays, Ice Cream Fest, WinterFest and the Sun Bowl Fan Fiesta helped create excitement for Downtown and generate direct economic impact.
Social media engagement for events and festivals helps measure just howmuch these events are connecting with the intended audience.
EVENT AND FESTIVAL HIGHLIGHTS
EL PASO ELECTRIC PRESENTS BROADWAY IN EL PASO SEASON ATTENDANCE Season Attendance
The Sound of Music: 4,074 Finding Neverland: 2,916 Jersey Boys: 3,731 Kinky Boots: 3,060 Evita: 2,962 Something Rotten!: 2,284 Christmas Wonderland: 1,253 Gross Ticket Sales The Sound of Music: $229,220 Finding Neverland: $175,538 Jersey Boys: $241,954 Kinky Boots: $190,022 Evita: $185,490 Something Rotten!: $145,705 Christmas Wonderland: $63,202
SUN CITY CRAFT BEER FESTIVAL ATTENDANCE: 5,285 GROSS REVENUE: $58,328
Social Media Total Followers: 19,709
Facebook Engagements: 5,855 Instagram Engagements: 2,763 Facebook Impressions: 1,168,019 Instagram Impressions: 276,292 Facebook Links Clicked: 7,146 Fun Facts • 54 breweries and cideries featured • 7,250 craft beers sold • 55,000 2 oz. samples poured • 197,402 ounces of beer poured • 1,166 Jell-O shots sold
WINTERFEST ICE RINK ATTENDANCE: 23,476 GROSS REVENUE: $315,015 Social Media EPwinterfest.com page views: 169,000 Total Followers: 8,778 Fun Facts: • Total Promotional Value: $198,500 • Total Ad Value: $13,657 • Texas Gas Services Free Holiday Movies had 3,894 movie-goers • Top movies were “Elf” and “Polar Express” • Amigo Man Scavenger Hunt in partnership with Central Business Association had 12 winners Total Engagements: 18,800 Total Impressions: 2,600,000
• El Paso Electric’s “No Coal for Christmas” Toy Drive collected 65 toys benefiting the Lee and Beulah Moor Children’s Home • Providence Children’s Hospital “Warm Wednesday” collected 139 articles of clothing and blankets benefiting El Paso Coalition for the Homeless • 18 shows in the Plaza Theatre and Abraham Chavez Theatre during WinterFest
ICE CREAM FEST ATTENDANCE: 8,139 GROSS REVENUE: $39,374 Social Media Impressions: 918,000 Engagements: 7,800 Link Clicks: 6,800 Fun Facts • Over 6,000 scoops enjoyed
• Over 2,000 Fruitiki Bars enjoyed • 3,800 ice cream floats enjoyed • 16 flavors of Blue Bunny Load’d Sundaes offered • 900 Whole Foods Mochi Balls enjoyed • Total Ad Value: $11,218 • Total Promotional Value: $17,800
SUN BOWL FAN FIESTA ATTENDANCE: 4,828 Fun Facts • Free Event • Battle of the Marching Bands • Game Zone (inflatables) • FREE rides for military children with valid parent military ID
• Live Music • Game Zone
ALFRESCO! FRIDAYS ATTENDANCE: 13,588 Social Media Total impressions: 525,317 Engagement: 18,806 Link clicks: 1,310
Fun Facts • Diverse mix of music ranging from Tribute bands to Mariachi, Salsa, Classic Rock and Funk • 17 concerts • 459 Jarritos Palomas sold • 348 Jarritos sold • 1,825 margaritas sold
EVENT MARKETING The El Paso Live Marketing Department uses all available channels to promote and foster partnerships with local and national promoters, talent agencies and sponsors and keep city-owned venues at the top of the list for upcoming tours, festivals and other events. El Paso Live’s social media presence continues to generate organic and paid brand awareness in the events industry. Metrics were up across the board on all of El Paso Live’s social media channels – Facebook, Instagram and Twitter – including a 376.6% increase in Website Purchase Conversion Value on Facebook in FY 19.
Social media has proven to be the most cost effective and measurable form of marketing. Views on El Paso Live’s website and subscriptions to e-newsletters also continue to rise.
Traditional marketing tools like street teams, press packets and advertising are still useful in promoting word-of-mouth and add measurable value for events and promoters.
The El Paso Live marketing team’s strategy of mixing social media and online marketing with traditional marketing tools has proven effective in attracting a wide range of demographics to events and ensuring that city-owned venues are able to attract a variety of entertainment options for all ages, families and tastes.
TOP AD PLANS WinterFest $13,657 Paid $198,500 Promotion/Added Value Viva El Paso $27,571 Paid $12,425 Promotion/Added Value Sun City Craft Beer Festival $12,857 Paid $55,000 Promotion/Added Value WEBSITE – ELPASOLIVE.COM
EP LIVE NEWSLETTER Subscribers: 98,989 Open Rate: 21.63% Click Through Rate: 7.62%
ADVERTISING & PUBLICITY Total Paid Services to promoters: $244,340 Total Promotion/Added Value: $669,925 STREET TEAMS Over 125 Street Team/Press Packets deployed and distributed for FY 19
Pageviews: 639,898 Pages per Visit: 2.27 Average Minutes Spent on Page: 00:01:16