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101 Tom Noonan, President & CEO Spring 2026 About Visit Austin ➔ Visit Austin is the official Destination Marketing Organization for the City of Austin ➔ 501(c) 6 Corporation / 501(c) 3 Foundation ➔ Contracted in 1996 as an independent entity to market Austin ➔ Primary goal is to promote Austin as a premier meeting and visitor destination ➔ Funded through a percentage of local bed tax revenues ➔ Destination Marketing Association Certified What We Do ➔ Increase visitation and spending ➔ Serve as the primary booking entity for the Austin Convention Center ➔ Solidify Austin’s reputation as the Live Music Capital of the World® ➔ Promote local businesses ➔ Boost meetings travel ➔ Recruit sports events ➔ Champion Austin as a welcoming destination ➔ Attract filmmakers ➔ Promote and hire local musicians ➔ Drive media exposure In Short, We Are The Economic Engine For The City Of Austin. Visit Austin Departments ➔ Operations and Finance ➔ Convention Sales ➔ Destination Services ➔ Austin Sports Commission* ➔ Marketing, Communications & Tourism ➔ Music & Film* ➔ Partnerships ➔ Visit Austin Foundation* ➔ Visitor Services ➔ Administration Visit Austin Boards ➔ Visit Austin Board of Directors ➔ Visit Austin Executive Committee ➔ Visit Austin Sports Commission Board of Directors ➔ Visit Austin Foundation Board of Directors ➔ ATPID Board Each Board meets quarterly to review business activities. Visit Austin Board of Directors About the Visit Austin Board ➔ Visit Austin Board of Directors is currently made up of 33 members, 51% of which must be hospitality professionals, who are required to meet within 45 days of the close of each quarter to approve the financial statements and review the organization’s activities. ➔ The Board’s role is to provide guidance and oversight, in addition to reviewing and approving to the following annual items: ● Financial Audit ● Visit Austin Sales Goals ● Visit Austin Budget ● The Marketing plan ● The Annual Review of the President & CEO ➔ Board members are required to attend 75% of the annual meetings and are eligible to serve (3) 2-year terms. The Board Chair must agree to serve a minimum of a 2-year term. ➔ Rob Gillette, GM of Renaissance Austin is the current Board Chair. Joanna McCreary, Vice Chair will begin her term as Board Chair in the fall of 2026. r e t s o R d r a o B n i t s u A t i s i V Elizabeth Alderson Austin Detours Monica Andry President/CEO, Greater Austin Hispanic Chamber of Commerce Ghizlane Badawi CEO, Austin-Bergstrom International Airport Dianne Bangle CEO, Real Estate Council of Austin Davon Barbour CEO, Downtown Austin Alliance Will Bridges Antone’s Nightclub T.C. Broadnax City Manager, City of Austin Scott Blalock General Manager, JW Marriott Austin Joe Bolash General Manager, Hilton Austin Todd Hogan President/CEO, Austin LGBT Chamber of Commerce Greg Chanon Attorney, Chanon Law Mike Culver General Manager, Fairmont Austin Mark Duval President & CEO, Greater Austin Asian Chamber of Commerce Christina Fry General Manager, Thompson Austin and tommie Austin Rob Gillette General Manager, Renaissance Austin Hotel Jeremy Martin CEO, Austin Chamber of Commerce Tam Hawkins President & CEO, Greater Austin Black Chamber of Commerce Tom Noonan CEO, Visit Austin Vijay Patel Humble Origins Hospitality Management Davon Barbour Downtown Austin Alliance Anna Panossian Circuit of the Americas Theresa Parsons TCASE Zo Qadri Council Member, District 9, City of Austin Cindy Lo President & Event Strategist, RED VELVET | Strong Events Jim Ritts Austin Theatre Alliance Andy Loughnane President, Austin FC Beverly Magee General Manager, Four Seasons Austin David Masters Four Blue Palms, LLC Joanna McCreary General Manager, W Austin Skeeter Miller Owner, The County Line, Inc Rodney Siebels Director, Global Events and Executive Programs, Hitachi Vantara Dottie Watkins President & CEO, CapMetro Kirk Watson Mayor, City of Austin Katy Zamesnik Director, Austin Convention Center Austin Hotel Supply Growth Vs. HOT Collection 1990-2025  Convention Sales Sales Team Deployment Based on Organization’s Headquarters The Visit Austin Customer Advisory Board AUSTIN CONVENTION CENTER EXPANSION Big changes are coming APRIL 2025 The Convention Center will close Construction will begin, taking an estimated 40 months EARLY 2025 Design continues, community engagement ongoing through redevelopment YEAR 2029 Reopening for the spring festival season Draft/Confidential Once the redevelopment is complete, we expect the Austin Convention Center to be around the 35th largest in the country.  Draft/Confidential 13 Future Citywide Conventions / Post Opening Draft/Confidential Phases of the 2025-2030 Strategic Plan Pre-Construction & Redevelopment of the Convention Center 2025-2029 Construction & Redevelopment of the Convention Center Post-construction & Redevelopment of the Convention Center Alignment: 25-30 Plan Room Night Gap Definitions Visit Austin Sales Group business booked by Visit Austin, including center (consumed Jan-Mar) and in-house (consumed Jan-Dec). HIP Program In-house room nights made possible by TPID’s HIP incentives. These are not Visit Austin attributed; however, they are a result of the TPID Sales and Marketing objectives. HAIP Select Service Campaign Leisure and transient room nights attributed to a Visit Austin marketing campaign made possible by HAIP unallocated dollars. Marketing Attributed Room Nights Leisure room nights attributed to Marketing investments with OTAs and digital advertising reported by Adara Impact. Top 4 Sales and Sports Strategies from the 25-30 2.0 Plan as an entire Community Document- not just for Visit Austin Execute the in-house meetings strategy.. Utilize the TPID Hotel Activity Incentive Program Execute and refine the campus-style convention and mini-wide strategy Execute an expanded Advertising Campigns for both trade and consumer visitation. Austin Sports Commission About the ASC Board ➔ The ASC Board is currently made up of 17 members, who hold key positions in Austin’s sports industry. ➔ Each Board member is asked to serve a minimum of (2) two-year terms, and can serve up to (3) terms total. ➔ The ASC Board meets quarterly to review the recent and upcoming activities. ➔ Anna Panossian, with Circuit of the Americas is the current Board Chair and Adam Bauman with Ascension Seton will begin his term as Board Chair in the Fall of 2028. Austin Sports ➔ NCAA ➔ MLS All-Star Game ➔ USA Climbing ➔ USA Swimming & Diving ➔ ATX Open ➔ Austin 125 Tennis ➔ United States Australian Football League ➔ NASCAR @ COTA ➔ Blast.TV Austin Major ➔ Powerlifting America ➔ Perfect Game ➔ Austin FC ➔ USA Triathlon ➔ Austin Gamblers ➔ Austin Marathon ➔ PBR New Rider Draft ➔ MotoGP ➔ Austin Spurs & San Antonio Spurs Exhibition Game ➔ Formula 1 United States Grand Prix ➔ AUSL Softball ➔ FIA WEC Lone Star Le Mans ➔ Leagues Cup ➔ Ripken Baseball ➔ USA Fencing ➔ PGA Tour - Good Good Championship ➔ USA BMX THANK YOU | Q&A @VisitAustinTX @MusicAustin @FilmATX @ATXVisitorCenter @VisitAustinTX @MusicAustin @FilmATX @SportsAustin Visit Austin, Texas Austin Film Commission @VisitAustinTexas Visit-Austin Austin-Sports-Commission Visit-Austin-Foundation Destination & Visitor Services What We Do Act as the conduit between meeting professionals and local assets once a meeting/convention is definite for Austin. We also oversee the fulfillment of concessions made during the sales process. ➔ Referrals and leads to local community partners ➔ Pre-planning visit coordination ➔ Corporate social responsibility projects & volunteer opportunities ➔ Refer to our digital assets, microsites, social media, music and print resources ➔ Provide suggestions and activate local branding and advertising opportunities (airport welcomes, light pole banners) ➔ Outsourced housing and registration services ➔ Pre-promote trips Visitor Center Serve as ambassadors for the Austin tourism industry, providing customer service in-market to both leisure and business travelers. ➔ Daily operations to provide local destination guidance to visitors to increase visitor volume, length of stay and visitor spending. ➔ Retail space offering a variety of Austin themed and locally sourced products. ➔ Plans and executes events including local music showcases and local art and product trunk shows. ➔ Main departure hub for local tour companies. Phillips Building 103 E. Fifth St. Marketing Tourism | Film | Music | Communications How much are visitors contributing to our economy? In the past 12 months… ● ● ● ● 44% of all restaurant spend came from visitors 36% of all retail spend came from visitors 64% of all entertainment & attractions spend came from visitors 94% of all accommodation spend came from visitors Over the past 12 months… ● Local businesses received 1.9M+ listing views on VisitAustin.org ● And 1M+ referrals from their listings to channels from VisitAustin.org *Sources: Zartico Spend Data and Visit Austin website data, Jan 2025-Dec 2025 25/26 Advertising Campaign Leisure Audience Persona: Curious Urban Traveler ● Ages 25+ | $150K HHI ● Travel Lover + Music, Sports, Food & Adventure Enthusiast ● 57% Female (116i) | 43% Male (84i) ● 67% Identified as Parents (94i) Hispanic 131i | 15% Black Asian White 124i | 12% 119i | 6% 94i | 75% Immersive Traveler Creative Planner Trailblazer Tech Aficionado Source: 2023 MRI-Simmons Spring Double Base USAB FY 25/26 Summer Campaign Audience DEMOGRAPHIC ATTRIBUTES GEOGRAPHY Adults 25+ $100k+ 2026 Fly Markets INTERESTS MUSIC OUTDOORS FOOD COMEDY SPORTS New York City Atlanta Boston San Francisco Washington D.C. Denver Los Angeles Chicago 2026 Drive Markets Primary: Dallas-Fort Worth & Houston Secondary: Statewide (excluding DFW & Houston) Digital Media May 2025 - January 2026 Results Advertising Influenced Trips 521,962 Advertising Influenced Visitor Spend $1.005B Return on Ad Spend $373 Visitors that stayed at Hotels 77% Source: SMARI Insights Visit Austin Marketing Effectiveness Study, January 2025 visitaustin.org ➔ 5.48m Annual Users ➔ 14.1m Pageviews Organic Social Media Total Followers 4.7%+ 825,314 Impressions 28.3%+ 85,656,181 Video Views 77.6%+ 19,398,843 Link Clicks* 66,265 *YOY calculation not available due to change in reporting across platforms 2025-2026 Austin Insider Guide Austin Film Commission ● Work to maximize Hotel Occupancy Tax (HOT) collection impact by assisting productions with hotel block contracting. ● Coordinate with our hotel partners to package deals to spur HOT generation with film, television and commercial production room nights. ● Generate sales tax indirectly via local job creation and directly via spending at Austin businesses by production. ● ● Spur organic promotion with Austin featured in films, television series and brand commercials seen around the world (traveller conversion). Implement the 25-20 Strategic Business Plan to keep hotel room nights robust during the Austin Convention Center redevelopment. Texas Moving Image Industry Incentive Program ● ● ● Texas Moving Image Industry Incentive Program (TMIIIP) is the tool to land most productions of note and compete against the likes of Georgia and New Mexico. During the 89th Legislative Session, the historic SB22 improved TMIIIP, increasing the cash grant appropriation to $300 million every 2 years for the next 10 years. Productions can now qualify for up to 31% back. HIRE AN AUSTIN MUSICIAN PROGRAM ● ● ● ● ● Feature available on VisitAustin.org that refers local musicians to conventions, meetings & other event planners. Inclusive database of more than 800 artists, 26 diverse genres. For year 24/25, 136 local musicians were hired totaling $289,517 directly paid In the last 10 years Visit Austin has hired over 1300 local Austin artists for destination marketing efforts supporting over $2.4M in direct payments for local artists. In addition to event performance bookings, Visit Austin also licenses music, photos and compensates artists for participation in content and campaigns. AUSTIN ORIGINALS ● New @MusicAustin short form storytelling series spotlighting Austin musicians and creatives as they share their culture, music and favorite places in the Live Music Capital of the World®. ● Launched Jan 2025, in partnership with Identity Productions (United States of Tacos, Tacos of Texas). ● Pilot episodes will feature musicians Gran Moreno, Anastasia Hera and The Tiarras. Austin Tourism Public Improvement District (ATPID) The Austin TPID is a 10 year service plan, that started in 2025 and will run through 2035. The TPID is designed to be supplemental funding for tourism sales and marketing with the aim of increasing hotel activity and supporting the Austin tourism ecosystem during and after the Austin Convention Center closure and redevelopment. About the ATPID Board ➔ ATPID Board is made up of 13 members representing Austin hotels + 3 ex-officio members (CEO of VA, AHLA, and an Executive member of the Austin Convention Center Department) ➔ The Board’s role is to provide guidance and oversight, in addition to reviewing and approving to the following annual items: ● Submit an Annual Service Plan for Austin City Council’s approval defining proposed costs for the District’s services. ● Authorize, execute and approve contracts ● Authorize the transfer of available funds to Visit Austin or other payees in accordance with the Service Plan ➔ Board members are required to attend at least 50% of the Board meetings held each year and is eligible for (2) 2-year terms. ➔ Jeff Donahoe, GM of Hyatt Regency Austin is the current Board Chair. Scott Blalock,, Vice Chair will begin his term as Board Chair in the fall of 2027. TPID Board of Directors Alison Berg General Manager AT&T Conference Center Scott Blalock Vice Chair VP/ General Manager JW Marriott Austin Joe Bolash General Manager Hilton Austin Mike Culver General Manager Fairmont Austin Jeff Donahoe Board Chair General Manager Hyatt Regency Austin Rob Gillette General Manager Renaissance Austin Hotel Elizabeth Jackson Area General Manager Hampton Inn South Corynn Hansen General Manager Hampton Inn & Suites Downtown Santosh Khanjee Principal Aiden Austin City Hotel Joanna McCreary General Manager W Austin Joseph Pagone Regional Vice President Westin Domain Neal Patel Owner Extended Stay America - North Central Andy Patel Board Secretary Owner Aloft Austin NW Ex Officio Molly Primm President Austin Hotel & Lodging Association Tom Noonan President & CEO Visit Austin Katy Zamesnik Interim Director Austin Convention Center Partnerships & Visit Austin Foundation Partnerships Purpose: Build and grow strategic partnerships with hospitality leaders and corporate brands to generate revenue, in-kind support, and community impact. Key Functions: ● ● Develop brand alliances beyond hospitality to support Austin’s tourism initiatives Engages local hospitality community via Partner Programs…a menu of year round Visit Austin opportunities including sales missions, client development events, trade shows, experiential activations, etc... ● Oversee the Non-Austin Hotel Agreements ● Execute Visit Austin Annual Meeting Industry Engagement: Partnerships with PCMA, ASAE, IAEE, DI, TSAE and more. Annual Meeting EVENT DATE: SEPTEMBER 16, 2026 A valuable gathering for stakeholders to come together, share insights, celebrate successes, and align on strategies to further promote Austin. Hosting at ACL Live, attendees include key tourism and hospitality partners and stakeholders in Austin. Snapshot ● ● ● ● ● Over 850 attendees from across industries Over 250 unique companies in attendance Spirit of Hospitality Award presented $10,000 scholarships awarded to aspiring professionals Support the event through sponsorship or table purchase Visit Austin Foundation The mission of the Visit Austin Foundation is to develop and promote education, job training and career opportunities within the hospitality and tourism community in the greater Austin area. The Foundation has two primary objectives: 1) to help Austin’s young people and locals build a career in the hospitality and tourism industry through mentorship and scholarships; and, 2) over time, to educate the public about the full range of career opportunities within the industry and the benefits to the community at large. The Foundation is an independent, 501 (c) (3) public charity. Check us out at www.visitaustinfoundation.org. IMPACT Programs ● ● ● Heart of Hospitality Award and Scholarship P-Tech High School program development and support Executive Education Series (in partnership with Texas McCombs Executive Education) ● Austin Tourism Insider Training ● Mentorship and Youth Engagement ● Community Development ● Networking opportunities ● Career Fairs Resulting In ● ● ● ● 40 different programs and events Engagement with over 3,600 participating individuals and over 460 participating companies $37,000 awarded in scholarships $5,000 in charitable contributions THANK YOU | Q&A @VisitAustinTX @MusicAustin @FilmATX @ATXVisitorCenter @VisitAustinTX @MusicAustin @FilmATX @SportsAustin Visit Austin, Texas Austin Film Commission @VisitAustinTexas Visit-Austin Austin-Sports-Commission Visit-Austin-Foundation