Executive Summary Destination El Paso’s Annual Report for Fiscal Year 2019/2020 (FY 20) demonstrates another year of remarkable success despite overwhelming obstacles. Our year began stronger than ever with destinationmarketing and local events & festivals performing at some of the highest levels and numbers we have witnessed. When faced with unprecedented and uncharted territory with COVID-19, Visit El Paso and El Paso Live positioned themselves into an even more important role in delivering the message of strength, safety, community, and resiliency. Our team came together to use innovative tools to communicate vital and up-to-date information. El Paso Live has worked closely with event promoters to accommodate new show dates and effectively disseminate that information to the community. Our operations team created new safety protocols for staff and events as well as installing equipment to better protect attendees for in-person events. Visit El Paso continues to work hard with an even stronger push in digital marketing to keep El Paso at the forefront of the minds of visitors, meeting planners and events rights holders for their next vacation and meeting or sporting event destination. The team has also worked to retain and relocate the immense number of conventions, meetings and sporting events that have been affected by the pandemic. While the face of our industry may be vastly different now and in the future, we continue to be proud of the role we play in improving the quality of life for El Pasoans, delivering unforgettable experiences for visitors and helping taxpayers and local businesses capitalize on the millions of dollars of investment which are driving the continued revitalization of the Sun City.
11 Tourism Development 12 Amigo Man 14 Advertising & Marketing 18 Mexico Advertising & Marketing 20 Convention & Sports Development Advertising 22 Sports Development 23 Convention Development 24 Film Commission
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 Planner Services • Tourism Development • Visitor Information Center Management • Advertising & Media Relations
El Paso Live is responsible for event management for the City of El Paso owned venues:
• El Paso Convention Center • Abraham Chavez Theatre • Plaza Theatre Performing Arts Centre • McKelligon Canyon Amphitheatre & Pavilion
Each operating division is represented as a brand with its own website and social media presence.
Proudly Managed by ASM Global 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, 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 & programming, construction & design consulting, and pre- opening services. Among the venues in our portfolio, other landmark facilities include McCormick Place & Soldier Field in Chicago, Los Angeles Convention Center, Tele2 Arena in Stockholm, the Mercedes-Benz Superdome in NewOrleans 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. 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 tax (HOT). Out of the 17.5% tax applied to each room night stay, 4.5% is reserved for destination marketing, venue operations, and arts & culture.
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
Mauro Monsisvais Director of Operations
Cesar Ramirez Director of Events and Facility Sales
Jessica Vivar Director of Food and Beverage
The COVID-19 pandemic has had a significant impact on the tourism and hospitality industry due to the unilateral travel restrictions as well as a decline in demand among travelers. The UnitedNationsWorld TourismOrganization has estimated that the pandemic will cost the travel and tourism industry approximately $30-50 billion COVID-19: Economic Impact
Impact on Local Air Travel
Due to the continued effects of the COVID-19 pandemic, total passenger traffic remained low in August 2020 with a 59.3% decrease as compared to August 2019. Overall year-to-date traffic is down 57.1% as compared to the same time last year. Daily departures also declined to 20 compared to 2019, a 63% decrease. The amount of cargo freight processing through the El Paso International Airport in August showed a 0.2% increase in enplaned tonnage and a decrease of 17.4% in deplaned tonnage as compared to August 2019. The overall year-to- date changes as compared to this time in 2019 is a 1.9% decrease. While recovery has shown a consistent improvement, the impact on airlift is expected to have long lasting effects over the next two years.
Impact on Mexico Travel
Impact on Events and Festivals
To limit the further spread of COVID-19, the U.S. reached an agreement with Mexico to limit all non-essential travel across borders. These measures were implemented on March 21, 2020 and were originally in place for 30 days, subject to reevaluation and further extension considering the fluid nature of the coronavirus pandemic. Most recently the measures were extended to October 21, 2020 however, it is expected that the restriction will remain in place for the unforeseeable future. These measures have resulted in a reduction of mobility and a significant decrease in economic impact to El Paso’s hotels, shopping, and attractions. The decisions made regarding cross-border operations has led Visit El Paso to freeze all advertising and marketing in Mexico as well as the recent closure of the visitor information center in Chihuahua. Visit El Paso will resume messaging when border closures have been lifted. To date, no information on when these will be lifted has been released.
As the novel coronavirus spread throughout the world, the effects have been particularly devastating for the event industry. With travel bans, shelter-in-place orders, and restrictions against gatherings, the entire event industry found itself unable to operate. In March 2020, the City and County of El Paso issued guidelines to reduce the spread of COVID-19. These guidelines limited gatherings of more than 10 people. These restrictions lead to the postponement or cancellation of several events in El Paso Live managed venues. Notable cancellations included Sun City Craft Beer Festival, Alfresco! Fridays, El Paso Ice Cream Fest and more. Although postponing and cancelling events had a damaging effect on the industry, keeping people safe and defeating the virus was El Paso Live’s top priority.
Impact on Local Hotel Industry
Data compiled in the STR Report, a publication dedicated to delivering data that is confidential, accurate and actionable indicates hotel occupancy has experienced a significant year- over-year drop. Several local hotels temporarily closed due to COVID-19 restrictions and decreases in leisure and business travel.
According to the American Hotel & Lodging Association the impact to the travel industry to date is 9x worse that 9/11 (Tourism Economics) and2020has beenprojected tobe theworst year on record for hotel occupancy. The pandemic not only resulted in low to zero hotel revenue for some properties but an unprecedented job loss. The American Hotel & Lodging Association reports that 70% of hotel employees have been laid off or furloughed (Oxford Economics and Hotel Effectiveness).
Faced with the unprecedented impact, Visit El Paso turned to the data benchmarking experts to remain connected with performance trends and track the early signs of recovery. Comprehensive solutions provided by industry leaders like STR and Destination Analyst have allowed Visit El Paso to strategize and compete with other markets.
COVID-19 Strategic Plan Summary While the latest travel data reflects optimism given the dire situation we face, Visit El Paso has dedicated itself to playing a key role in the recovery of the local travel and hospitality industry. Visit El Paso focused its efforts on collecting real-time insights that were critical in detecting shifts in traveler behavior and sentiment. This data was a key component when formulating strategies and goals. Data driven decisions were made to optimize messaging and capitalize efforts given a significantly reduced budget. With the assistance of in-depth travel research, Visit El Paso adjusted its marketing and advertising strategy to target drivable markets such as Southern New Mexico and the State of Texas. Users were served with content focused more on outdoors as well as El Paso’s proximity to other State and National parks. Messaging focused on El Paso’s expansive views and wide-open spaces. Per travel trends Visit El Paso will continue to create content that grows with the changes to come. The recent decline in face-to-face meetings, Visit El Paso optimized its meeting professional strategy by securing virtual tours of hotels, meeting spaces and attractions as well as the introduction of virtual Familiarization Tours (FAM). Messaging in the digital and social media realm trademark El Paso’s uniqueness, open spaces, and affordability. Three primary messaging pillars were and will continue to be utilized: transformation, quality of life and hospitality. Venues play a key role in the recovery of the events industry therefore the implementation of distancing practices and face covering regulations were critical. The event industry remains one of the hardest hit by the coronavirus crisis and a lot of uncertainty remains on the future of events. Despite not having events taking place, El Paso Live’s managed venues took the City of El Paso’s Pledge to Safety and began participation in the ASM Global Venue Shield program. The Venue Shield program provides trusted protections for employees and patrons. The program for venue re-openings ensures that facilities are clean and certified at the highest standards for the safety and health of all. In FY 20 Destination El Paso dedicated much of its efforts to driving visitation and the reopening of the local community in the safest way possible. Although goals were not met, and plans were substantially altered, Destination El Paso is proud of its successes this past year and will continue to work hard to keep the recovery and momentum going.
The purpose of the Visit El Paso division is to provide destination marketing services to visitors, industry professionals and the greater El Paso community so theycanhaveapleasurableandmemorableexperience while positively impacting the city’s economy. As the marketing arm of the City of El Paso, it is our goal to increase tourism and positive perception of our city by developing a strong advertising campaign and distributing relevant content across paid, owned and earned media channels to increase the destination and brand awareness of the region. This is vital to our efforts to grow visitors spending across all market segments: leisure, meetings, sports, tourism, and film.
• Direct Travel Spending: $1.9 B (up 4.8% from 2018) 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.
• Direct Employment: $14.6 K (up 5.0% from 2018)
Employment associated with the above earnings; this includes both full and part- time positions of wage and salary workers and proprietors.
• Direct Earnings: $490.1 M (up 10.4% from 2018) The earnings (wage and salary disbursements, earned benefits and
proprietor income) of employees and owners of businesses that are attributable to travel expenditures.
• Direct Tax Receipts: $150.5 M (up 7.1% from 2018)
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.
Source: Dean Runyan Associates, Inc. for Travel Texas Office of the Governor, Economic Development and Tourism Division
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 is an interactive tool that allows users to review history and information about the El Paso region and take quizzes to earn points and prizes. The web- based program is accessible 24/7 so that users may complete the program at their own pace. The core program includes 15 sections such as El Paso history, attractions, events, food, and more. As users’ complete sections they garner points which can be exchanged for exclusive merchandise. There were 254 new ambassadors in FY 20.
The purpose of the Tourism Department is to provide brand marketing, positive multimedia messaging, destination promotion and visitor services. As well as provide support to visitors, media, local and regional communities, and tourism industry professionals so they can develop and strengthen a positive image of the destination thereby increasing economic impact on the community.
Visitors Centers Visit El Paso oversees two visitor centers; Union Depot Visitor Information Center located in Downtown El Paso and Airport Visitor Information Center located in the lobby of the El Paso International Airport. Our visitor centers continue to be a vital component of our destination. With two visitor centers in the city, our information specialists are providing services for the leisure and convention traveler, both domestic and internationally. The centers oversee services for the incoming visitors, respond to inquiries, provide collateral materials for all attractions, and participate in local events promoting the destination. • Guides printed and distributed: 65,500 • Walk-Ins to information centers: 10,320 • Information inquiries via phone or online: 5,045
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.
• Groups Serviced: 1 • Itineraries Created: 4
Why the Program • Provide accurate and updated information to visitors • Positive word-of-mouth • Collective effort with other organizations • Provide above and beyond customer service to visitors
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. The Amigo Man represents the City of El Paso in local, state, and national level events. With his is own dedicated brand and social media presence, the Amigo Man drives community engagement and promotes the Visit El Paso App.
Amigo Man Branding • Buttons • Lapel pins • Pens
• Coffee Mugs • T-shirts
Online and mobile information services experienced a significant growth in FY 20. As social media followers continue to grow, VisitElPasohasfocuseditseffortsonengagement- the user’s degree of participation such as shares, likes and comments.
• Facebook Followers: 52,439 an increase of 2,762 followers over last FY
• Twitter Followers: 22,300 an increase of 1,100 followers over last FY
• Instagram Followers: 34,700 an increase of 4,900 followers over last FY
Amigo Man Appearances: 25
Notable appearances include:
Chalk the Block October 2019
Celebration of Lights November 2019
Despierta America Filming February 2020
Website VisitElPaso.com offers an array of compelling online visitor services such as itineraries, content rich blog articles, videos, hotel accommodations and festivals/annual events information. Top visited sections included the events, outdoors and attractions. As COVID-19 changed the dynamic of El Paso, the website became a widely used tool for visitors and locals alike. The site housed a dedicated pop up and landing page where essential information could be found.
•Unique Page Views: 929,391 •Average Time Spent on Page: 00:01:20
App The App allows users to explore El Paso virtually through their mobile devices. The platform includes outdoor activities, restaurants, top spots, entertainment, shopping, museums, historical attractions, accommodations, transportation, and excursions based on how much time a visitor has available. Audio tours provide a guided feel to some of El Paso’s top spots while the Facetime function provides direct access to a visitor information specialist. During the pandemic, the app featured a special category where visitors and locals could find critical information such as openings and closures, ordinances, and other pertinent updates.
•Total Downloads in FY 19/20: 4,200 •Total all-time downloads: 23,200
TAKE a R ide THROUGH E l P aso HOP ON OUR NEWLY RESTORED VINTAGE STREETCARS AND CHECK OUT OUR HISTORIC DOWNTOWN, THE U.S.-MÉXICO BORDER AND OUR UNIVERSITY ENTERTAINMENT DISTRICT!
Visit El Paso’s core marketing strategies include traditional and digital marketing placement as well as out-of-home (OOH) advertising.
Out-of-Home Advertising Out-of-home (OOH) advertising covers billboard space and is one of the fastest growing forms of advertising. Visit El Paso utilizes billboard space in Deming year-round to reach regional travelers. Albuquerque OOH ran September to December 2020 and featured event specific messaging. • Deming OOH Impressions: 4,000,000 • Albuquerque OOH Impressions: 5,900,000 Print Publications 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.
• Authentic Texas • Big Bend & Texas Mountain Trail 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
Paid Social Media Paid social media advertising is among the most versatile and measurable outlets available. It is incredibly measurable and can be quickly manipulated to meet performance goals and reach target audiences. In FY 19/20 campaigns focused on family travel, festivals, major events, heritage, outdoors, and LGBTQ friendly travel.
Programmatic Advertising Programmatic advertising allows Visit El Paso to create targeted campaigns that are more relevant and relatable to the consumer. Targeted campaigns allow Visit El Paso to reach niche demographics and track impressions and conversions allowing a more efficient purchase of ad space. In FY 19/20 campaigns focused on family travel, festivals, major events, heritage, outdoors, and LGBTQ friendly travel. Despite a brief pause in programmatic advertising the department goal of a .5% conversion rate was exceeded. This can be attributed to a solid implementation plan that targeted specific demographics and served rich content that engaged users. The industry benchmark for programmatic advertising is .47%. • Programmatic Impressions: 38,042,324 • Programmatic Conversions: 1,541,327 Interactive Placement Interactive placement includes video and banner ads on dedicated websites and e-newsletters. Total interactive placement impressions in FY 19/20 were over 6,000,000.
• Paid Social Media Impressions: 4,926,818 • Paid Social Media Conversions: 138,607
Search Engine Marketing (SEM) Search Engine Marketing (SEM) is a powerful tool that drives traffic to VisitElPaso.com. SEM marketing increases visibility and brand awareness. Visit El Paso’s rich SEM strategy focuses on local and area attractions, outdoors and events.
• SEM Impressions: 108,816 • SEM conversions: 1,498
• Canadian Traveler e-newsletter banners • Go Texas/Go New Mexico
• Grand Canyon Journal • Group Travel Leader • Group Tour Magazine • Shop Across Texas • Texas Highways banners • Tour Texas featured video • Tour Texas e-newsletters
Visitation from Mexico continues to be viable contributor to weekend stays in El Paso. In FY 19/20 efforts were focused to drive traffic from Chihuahua and areas bordering the state such as Durango and Torreon. The Visitor information center in Chihuahua offers hotel booking, general information and event ticket buying. Over 7,000 visitors were assisted in FY 19/20. The below information reflects seven months-worth of data (September 2019-March 2020). Programmatic Targeted programmatic ad campaigns focused on family travel, weekend stays and shopping. Visit El Paso utilized static, animated and video assets to create robust and engaging ads. Although placement for the campaigns came to a stop in March 2020, the goal of a .5% conversion rate was met. This is due to a strong placement strategy that targeted the most engaged and relevant audiences. • Programmatic Impression: 13,529,633 • Programmatic Conversions: 98,701 Paid Social Paid social media campaigns focused on family travel,weekendstaysandshopping. Targetedads were served to specific demographics ensuring that users received relatable information.
• Paid Social Impressions: 373,910 • Paid Social Conversions: 8,447
Mexico Targeted Programmatic Web
Mexico Paid Social Facebook
Visit El Paso is committed to promoting El Paso in specific print, digital and paid social me- dia outlets that cater to meeting planners and events rights holders. Messaging trademarks El Paso’s recent hotel growth, hospitality, af- fordability, and uniqueness. Hotel quality is the second biggest factor in deciding on a location to hold events therefore, reassuring planners
that El Paso’s new city center and doubling of hotel rooms in the downtown area was critical. By building a multi-layer communication strat- egy with corresponding delivery cadence, Visit El Paso was able to deliver multiple instances of creative, highlighting numerous value propo- sitions that are relevant to meeting planners at different stages in their customer journey.
GROUPS play MORE IN THE SUN CITY Our team goes the extra mile to make sure your event's a hit, and our 300+ days of sunshine mean there's always something to do after your event. Come see how El Paso helps you get more out of Texas.
• Low room rates • 300+ days of mild, sunnyweather every year • 200+ top-notch fields • New 80-acre sports complex nearly complete
Interactive Placement Interactive placement allows Visit El Paso to reach large target markets. Messaging focused on the evolution of the city’s revitalization, transformation, and infrastructure. Interactive placement reaches meeting planners that have actively opted into e-newsletters and other digital forms of communication. • Smart Meetings Digital Issue • Sports Destination Management e-blast • Sports Destination Management monthly web banner • Texas Meetings & Events e-newsletter & banner • Texas Society of Association Executives newsletter • The Meeting Magazine Association Conventions e-blast
Print Publications Meeting & Convention specific print publications continue to be key outlets for meeting planner communication. In FY 19/20 Visit El Paso worked to secure more full-page ads with advertorial features that showcased the growth and expansion in El Paso.
• Sports Events Magazine • Texas Meetings & Events • Texas Meeting Planner Guide • The Meeting Magazine Association Conventions and Facilities • Texas Sports Facility Guide • Texas Society of Association Executives Membership Directory
Programmatic Advertising The size of the meeting planner audience does not fluctuate significantly on an annual basis therefore Visit El Paso utilized a smart, timely and relevant strategy that targeted this niche audience. Types of media used were video in stream, display and geofencing. Overall, the campaign garnered a .66% click through rate (CRT), nearly .20% above the .47% industry standard.
Paid Social Media The key focus of the programmatic strategy was to create awareness and build destination appeal amongst meeting planners. Three primary messaging pillars were established: transformation, quality of life and hospitality. The click through rate (CTR) for FY 19/20 was .73%, well above the .47% industry standard benchmark.
• Paid Social Impressions: 865,030 • Paid Social Conversions: 6,338
Paid Social Media
Convention Development The Convention Development team represents the destination and the local hospitality industry on a state, regional and national level in an effort to attract convention and meeting activity. These efforts resulted in generating leads valued at $41 million in potential economic impact and securing notable conventions worth over $7 million in economic impact.
Sports Development The Sports Development team is tasked with promoting El Paso as a viable destination for Event Rights Holders as well as a prime space to host sports activities and tournaments. In FY 19/20 the Sports Development team generated sports related leads valued at over $14 million in potential economic impact and securing notable events with over $800,000 in economic impact. Totaling 13,993 in attendance 10,7901 in potential room nights • Future Bookings: 10 future events • Definite Room Nights: 1,536 room nights • Definite Eco Impact: $864,272 • Definite Attendance: 2,259 • Leads: 28 leads
• Football Bowl Association Annual Meeting April 2024
• Texas Society of Architects
Attn: 350 TRN: 750 EI: $425,443
Annual Conference & Design Expo October 2022
Attn: 2,500 TRN: 1,230 EI: $2,702,221
• Ballet Alliance Festival
May 2021 and April 2022 Each year represents Attn: 800 TRN: 1,040 EI: $949,597
• Texas State Teachers Association House of Delegates
April 2020 Attn: 600 TRN: 673 EI: $232,955
• Texas Association of Regional Councils Aging in Texas Conference March 2020
Attn: 500 TRN: 475 EI: $822,047
Hightlights • Sir Tony Robinson’s world travel program “World by Rail with Sir Tony Robinson,” filmed in locations around El Paso including Jalisco Café, the Sun Metro Streetcars and stations, and Union Railway Station. City representative Peter Svarzbein was featured in the program. • New York’s the Bindery filmed a commercial at locations in East El Paso and at the West Texas Motorplex for their client OnePlus phones. The Bindery as filmed previously in El Paso, most recently Leon Bridges music video “Beyond” and looks forward to returning to our region again. • The feature “Death in Texas” filmed interiors at a local medical facility and scenic shots in the El Paso area. El Paso is a distinct and versatile location for feature, commercial, short, corporate, and documentary films. The Film Commission serves as a valuable resource to both visiting and local producers, assisting with location scouting, permissions, permits and logistical planning, while also providing referrals for crew, equipment, and production services. The Film Commission’s Facebook and Instagram presence are increasingly popular; the Film Commission is becoming the “voice” of creative filmmaking in El Paso. In March 2020, COVID-19 supended the film industry, halting several film productions. The suspension or postponement of these productions had a negative effect on the Film Commissions FY goals. Information below reflects seven months- worth of data (September 2019-March 2020).
Social Media • Facebook Total Impressions: 105,609 • Facebook Total Engagement: 6, 683 • Instagram Total Impressions: 69,433 • Instagram Total Engagement: 3,538
• Albuquerque-based production company Hardline Films is producing an economic development video for the City of El Paso and the Community Foundation. • “TheOther Tom” beganprincipal photography in the early fall of 2019 in El Paso. The majority of this movie will be filmed in El Paso and will continue production through November and is utilizing a local cast and many local crew members. Director Rodrigo Plá is well-known in Mexican cinema, and the production has had tremendous support at filming locations and from local vendors • The British TV Special featuring magician “Dynamo” shot in and around El Paso including street magic scenes at El Paso High and in the Cincinnati entertainment district.
• HULU networks new food/cuisine show visited El Paso with host Padma Lankshmi to document the history of the burrito. The show debuted in late 2020 and details the rich history of food in our nation while looking through the lens of immigrant communities all across the country. • New York-based documentary producer Allen Otto (and Texas native) set up in January for an eight month shoot in El Paso for a documentary film following a high school drill team through Spring competitions. • A trafficking documentary utilized locations on El Paso’s near Westside for filming interviews for the program.
• Univision utilized San Jacinto Plaza for their morning show “Despierta America”. Visit El Paso Tourism staff and El Paso Parks Dept. provided primary coordination for the shoot. • ESPN was in El Paso for a shoot on July 22, 2020 for a production covering the August 3, 2019 tragedy and the El Paso Fusion Soccer Club. This video aired as a special segment to recognize the team and honor the coaches for protecting the team during the shooting. • Rock band Whiskey Myers filmed a new music video with a military theme at locations in and around El Paso including Ardovino’s Desert Crossing and Rosa’s Cantina.
El Paso Live provides venue operations and event management for city-owned properties. The El Paso Live team provides service to both patrons and event organizers, elevating concert, event and festival experiences to help raise the quality of entertainment and quality of life in El Paso. Each of the four venues managed by El Paso Live continue to attract a wide variety of family-friendly entertainment, concerts, festivals, Broadway shows and more. In FY 20 the El Paso Live team exceeded the expectation of guests, event organizers and the El Paso community. The team successfully attracted new and returning customers and secured new, exciting events, alongside recurring favorites. Information below reflects only sevenmonths-worth of date due to COVID-19 restrictions prompting the cancellation and postponement of events (September 2019-March 2020) .
The purpose of the Venue Operations programistoprovideeventdevelopment and contract services to clients so they can experience a professional and efficient booking process, leading to return business.
Plaza Theatre In addition to the 2,050 seat Kendall Kidd Performance Hall, the Plaza Theatre features the 200 seat Philanthropy Theatre and the Alcantar Sky Garden, a rental venue for private receptions, business parties and family gatherings.
Abraham Chavez Theatre Located adjacent to the El Paso Convention Center, the Abraham Chavez Theatre welcomes guest with a three-story high glass windowed entry and unique sombrero-shaped architecture making it a distinct feature on El Paso’s southwestern landscape. The theatre’s spacious seating is well- appointed, comfortable, generous and relaxing for an indulgent theatre experience.
• Overall attendance: 70,372 • Total events hosted: 104 • Total gross income: $1,073,354
• Overall attendance: 37,914 • Total events hosted: 29 • Total gross income: $379,544
Venue Operations includes the management of:
• Total # of events: 266 • Total overall attendance: 226,470 • Total # of active days: 358 • Total nonprofit days: 126 • Total gross income: $4,017,717
• The Plaza Theatre • Abraham Chavez Theatre • El Paso Convention Center • McKelligon Canyon Amphitheatre • Union Plaza Transit Terminal • Glory Road Parking Garage
El Paso Convention Center The center offers a two-level underground parking garage with 975 parking spaces, including 32 handicap parking spaces. In FY 20 the center underwent $1,275,247 in renovations that included new banquet chairs, lobby furniture, trash receptacles, carpet, wall finishes, paint and a new digital radio system. The renovation also included the build of a new bistro serving coffee, tea, pastries and small snack items.
McKelligon Canyon Amphitheatre
Situated in the Franklin Mountains, the Amphitheatre showcases the natural Southwestern beauty. The space is home to the popular Viva! El Paso season and can be used for other large-scale outdoor events. The summer season of Cool Canyon Nights and Viva! El Paso were not held in FY 20 due to COVID-19 restrictions limiting and/or cancelling events and gatherings.
• Overall attendance: 79,017 • Total events hosted: 64 • Total gross income: $1,521,694
• Overall attendance: 663 • Total events hosted: 2 • Total gross income: $33,460
Virtual Ice Cream Fest COVID-19 restricted large events and gathering therefore, this FY Ice Cream Fest went virtual with daily at-home activities, DIY ice cream recipes and downloadable coloring sheets the week of July 14 through July 19, 2020.
WinterFest presented by The Hospitals of Providence and Providence Children’s Hospital ran for its fourth season from November 23, 2019 through January 5, 2020. Downtown’s Art Festival Plaza was transformed once again into an ice-skating rink with El Paso Electric’s WinterFest Tree, Texas Gas Service’s Warming Tent and Delicious Mexican Eatery’s Holiday Café.
• Total Impressions: 142,510 • Engagements: 3,237 • Clicks: 846
• Total Followers: 12,118 • Total Engagements: 111,072 • Total Impressions: 3,195,559
• Texas Gas Service Free Holiday Movies had 4,445 movie-goers
• Top movies were “The Nightmare Before Christmas” and “It’s A Wonderful Life”
• El Paso Electric’s “No Coal for Christmas” Toy Drive collected over 100 toys benefitting the Reynolds Home
Movies on the Fly
Broadway in El Paso El Paso Electric presents Broadway in El Paso 2019/20 season had an entertaining, family friendly mix of performances. Unfortunately, with the halt of events, several of the Broadway in El Paso performances were moved into 2021. Despite the circumstances, we grew in subscriber base over last year and hosted some incredible talent at the Plaza Theatre.
El Paso Live and the El Paso International Airport partnered to present Movies on the Fly at Hangar 7 Studios. A drive-up movie experience like no other in El Paso with a spectacular view of the airfield and runway lights at night. Movies on the Fly provided a fun way to entertain the local community while still observing social distancing and keeping in accordance with public health guidelines. Movies on the Fly ran every Friday, Saturday, and Sunday from August 14-30, 2020.
FY 20 Attendance for Broadway in El Paso Season
Attendance : 1,252 vehicles
• Blue Man Group: 3,398 • Mystery Science Theatre 3000: 510 • Charlie and the Chocolate Factory: 6,253 • An American in Paris: 2,276 • The Illusionists: 1,764
• Total Impressions: 305,1622 • Total Engagements: 26,577 • Clicks: 3,990
Broadway in El Paso Season Gross Ticket Sales
• Blue Man Group: $228,560 • Mystery Science Theatre 3000: $22,097.50 • Charlie and the Chocolate Factory: $340,142.50 • An American in Paris: $143,461.50 • The Illusionists: $51,400.50
• We hosted Charity Skate Days for the El Paso Center for Children, Make-A-Wish and The Boys and Girls Club
• 13 shows in the Plaza Theatre and Abraham Chavez Theatre during WinterFest
The event industry faced a daunting task as the pandemic ramped up and live events were no longer viable to host in venues, El Paso Live included. As we look towards the future of entertainment in El Paso, we reimagine how we can come together as a community…apart. The Events team spoke with promoters and organizations to create events that were safe to attend, all while in the comfort of your car or home.
El Paso Live tested this idea with the creation of Movies on the Fly, a drive-up movie experience at an airport hangar, unlike anything El Paso has seen before. On top of that, El Paso’ sweetest event, the El Paso Ice Cream Festival, went virtual in 2020, providing games, activities, printable sheets, recipes and more to enjoy at home. The event industry will adapt, as we have as a nation, and El Paso Live will keep learning from ASM Global venues so that we may provide engaging virtual events and, when it is safe to do so, in person events inside our venues.
Movies On the Fly
Virtural El Paso Ice Cream Festival
ASM Global Launches VenueShield Environmental Hygiene Program Industry-leading protocols to provide trusted protection for the live experience when facilities across the globe begin to reopen and welcome guests back (Los Angeles, CA, April 30, 2020) — As local communities around the world consider reopening parts of their economies in the safest way possible, ASM Global, the world’s leading venue management and services company, today announced plans to launch a new environmental hygiene protocol in response to evolving guest expectations, stemming from the coronavirus pandemic. VenueShield, a comprehensive and best-in-class program, will be deployed at more than 325 ASM Global facilities around the world, providing the highest levels of cleanliness and safety, while inspiring consumer confidence, all in partnership with leading medical professionals, industry experts and public health officials. “At the very heart of this effort is our focus on making our employees, tenants and guests safe and comfortable in a welcoming environment,” said Bob Newman, President and CEO of ASM Global. “ASM’s unique and unmatched worldwide footprint of leading convention centers, arenas, stadia and theaters provides the input, data and resources to adapt to our guests needs and expectations while further enhancing the quality of their experience in our venues.” VenueShield will provide the most advanced hygienic safeguards that serve ASM Global’s clients, guests, staff, teams, talent and all other visitors. Protocols will vary based on the type of facility and will be further customized for each unique location. All policies will be aligned with - and informed by - public health authorities, medical and industry experts. “We realize that each of our venues across the globe are economic engines for their respective communities, representing local tax revenues, travel revenues and jobs. We look forward to re-opening these local and regional economic foundations, stimulating local economies, and again delivering the entertainment experience that has defined us for decades.” ASM Global’s VenueShield Task Force will be implementing many new protocols and procedures at its facilities, in accordance with international health care guidelines from the CDC, NHS, PHAA and WHO, among others. These extensive measures will explore the use of personal protective equipment (PPE), food safety measures, air quality control, surface cleaning, physical/social distancing, temperature checks, thermal cameras, hand sanitizers, reduced touch points, contactless transactions, daily monitoring systems, and more. The VenueShield protocol relies on the task force to build unique and customized programs, while monitoring data on a daily basis. Specific consultants have been hired to assist with more technical aspects of the protocol like air purification, filtering and the maximization of fresh air exchange.
A critical aspect of successful reopening is letting the public know the safety steps taken by the venue to protect patrons, venue workers, stakeholders, and clients and event organizers.
Destination El Paso will be releasing instructions and recommendations for our guests via our website, elpasolive.com, special press releases to our local media and increased messaging through our social accounts. Destination El Paso will utilize our newsletter subscription service to inform patrons of safety changes and event updates prior to attending events inside our venues. Onsite messaging will also be placed throughout the facilities to reinforce physical distancing and promote proper hygiene.
Social Media Post
The El Paso Live Marketing Department fosters relationships with promoters, partners, and talent agencies along with the support of our corporate ASM Global offices to keep the City of El Paso-owned venues at the top of the mind awareness for performance possibilities.
Website In 2019, El Paso Live’s Marketing team set out to reinvent elpasolive.comand launch in early 2020. The redesigned website features a cleaner, more contemporary design, a more engaging user experience with enhanced event search and navigation, and the capability to reserve event parking prior to the show date. Other upgraded features include an easy-to-understand and minimal drop-down menu, a search bar, grid, list and calendar views of events, a searchable event calendar, a special “Explore Venues” tab, an “Around the Venue” page featuring local attractions in walking distance of downtown El Paso Live venues, and more. • Pageviews: 426,380 • Pages per visit: 2.16 • Average minutes spent on page: 00:01:33 EP Live Newsletter The El Paso Live Official Newsletter provides updates to patrons about their events, offers presale codes and discounts, and gives them behind the scenes access to upcoming shows. The strategy of the El Paso Live marketing team is to utilize a mix of social media and online resources with traditional marketing tools that will attract a wide range of demographics to festivals and events. This tactic relies heavily on a strong social media presence where brand awareness and conversion value are top of mind.