Visit Austin presentation — original pdf

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VISIT AUSTIN MUSIC OFFICE OMAR LOZANO, DIRECTOR OF MUSIC MARKETING TOURISM COMMISSION 5.8.24 About Visit Austin MUSIC OFFICE ➔ Visit Austin is the official Destination Marketing Organization for the City of Austin ➔ The Visit Austin Music Office promotes Austin as the Live Music Capital of the World® through campaigns, events, musician bookings and content ➔ The Music Office maintains relationships with local music stakeholders to ensure collaboration and positive impact to tourism, hospitality and music ecosystem overall ECONOMIC IMPACT OF MUSIC TOURISM ➔ The most recent study of Austin music economic impact (The Economic Impact of Music 2014 TXP) ● Music and Music-related tourism valued at $1.8B+ ● At the time accounted for 20K+ jobs in primary music and strong growth music-tourism related jobs (13k+) ➔ ACL 2022 = $448 Million in economic impact ➔ SXSW 2023 = $381 Million in economic impact ➔ CMT 2023 = $19.8 Million in economic impact ● 14,000 estimated attendance ● 2023 hotel impact: +40% RevPAR gain vs avg April Sunday ● 2024 hotel impact*: +132% RevPAR gain vs avg April Sunday night night *NOTE: 2024 was also impacted by the eclipse; RevPAR = revenue per available room CASE STUDY: HARRY STYLES MOODY CENTER RESIDENCY ➔Five night residency at Moody Center over Sept. 25-26, Sept. 28-29 and October 2-3, 2022 ➔ 11% lift in visitor spending on the last two nights of the concert. ➔Avg 3% Lift in Hotel Occupancy on Nights of the Concerts ➔Majority of attendees at Moody Center were visitors. ➔35% of visitors came from outside of Texas and 86% of visitors stayed overnight ➔Cross visitation showed visitors using the airport and going to points of interest in The Domain, Downtown, South Austin and more 2024 CNN NEW YEAR’S EVE HIRE AUSTIN MUSICIAN PROGRAM ➔ Refers local acts to conventions, meetings & other event planners ➔ Inclusive database of more than 850 artists ➔ 26 diverse genres represented ➔ In addition to event bookings, Visit Austin also licenses music, photos and regularly compensates artists for appearances in content and campaigns ➔ Feature available free on the Visit Austin website Fiscal Year Musicians Hired 141 128 89 102 163 146 191 131 Direct Musician Payout $273,355 $219,750 $55,685 $69,750 $256,210 $354,270 $344,322 $187,050 I I I N A C S U M N T S U A N A E R H I S T L U S E R M A R G O R P 22/23 21/22 20/21 19/20 18/19 17/18 16/17 15/16 TOTAL = 1,091 = $1.76 M Direct To Austin Musicians VISIT AUSTIN LOCAL & LIVE SERIES ➔ A local music series that takes place at the Austin Visitor Center two times a year ➔ The Austin Visitor Center is a key touch point for travelers and visitors looking for tours or things to do in the city ➔ During SXSW music week, we hosted 7 days of live music performances at the Austin Visitor Center ➔ 9 artists featured this year: ● Midnight Navy, Conjunto Los Pinkys, Lou Priest, Lesley Reynaga, Beth//James, Candace Bellamy, Daniel Fears, Shimmer Island VISIT AUSTIN EXPERIENTIAL ➔ Visit Austin directly hires local musicians to represent the city with performances at: ◆ Festivals, cultural events, trade shows, media opportunities, conferences, Visit Austin sales missions and more ➔ Visit Austin also partners strategically with Austin brands, media partners at international and domestic events to promote Austin as a world class music destination Montreal Flight Launch Event ➔ Partnered with Air Canada to host 75+ travel trade, media and influencers ➔ We brought Austin-style barbecue, Tito’s cocktails, live music from Austin musician, Daniel Fears, and custom leather goods for guests from local maker Espacio ➔ Live Austin trivia & a trip giveaway SXSW SYDNEY: USA HOUSE In partnership with Brand USA and Texas Tourism, Visit Austin co-hosted the official USA House at SXSW Sydney representing Live Music Capital of the World® during inaugural year Our activation included: ➔ 2 official showcases ➔ 725 attendees ➔ 5 Musicians / bands ➔ 15 music performances throughout the week ➔ Austin themed food & beverages ➔ SXSW Austin team welcome and toast by Darin Klein, Partner and Executive Vice President at SXSW VISIT AUSTIN UK TOUR (2022) ➔ Visit Austin invited Graham Wilkinson to join a Austin promo tour in London and Glasgow featuring various performance, media, trade and radio interview opportunities ➔ 4 live performances ➔ 7 interviews with publications such as: BBC, DIY Mag, Escapism, Evening Standard, Time Out ➔ Radio syndication with 335 stations in UK ➔ 11.9M total audience reach  VISIT AUSTIN x NEWPORT FOLK FESTIVAL (2019) ➔ Partnered with Newport Folk Festival to bring our Austin Music + Makers Lounge ft: Fort Lonesome, Song Confessional and Charley Crockett ➔ Ft Lonesome made and displayed a custom western suit for Charley Crockett, and sewed limited edition Austin patches in the lounge for attendees ➔ Song Confessional onsite recorded “confessions” and we partnered and compensated an additional 11 Austin artists to write songs based on fest attendee stories ➔ 1,500 sweepstakes flyaway entries ➔ 3000 total onsite unique impressions DIGITAL MARKETING Impressions (Digital, Media, Web) 3.8M Clicks 23K (0.62% CTR) (Digital Media) Direct Local Venue + Artist Referrals: 15,473 Media Partner: Integrated Digital Marketing Program V3 Music Recovery Campaign Objective Drive traffic, awareness and referrals to promote Austin musicians & venues + inspire trip planning and visits to Austin Updated Music Scene Section on VisitAustin.org ➔ New music content and artist features ➔ Interactive music events calendar & venue map ➔ Music history microsite Advertising Campaign: ➔ Ran August-September 2023 ➔ In partnership with City of Austin’s Music & Entertainment Division (MED) @MUSICAUSTIN ARTIST TAKEOVERS ➔ In 2022, Visit Austin campaigns on Facebook and Instagram, featuring local musicians showing off their favorite local businesses in Austin ◆ We boosted 3 of these musician’s stories, which garnered more than 2.7MM impressions, reaching 1.9MM unique users ◆ The ads also earned 7,439 total video plays at 100% and 2,878 link clicks. ◆ Users who clicked through from the ads generated more than 1,400 sessions and an average of 1.02 pages per session on VisitAustin.org ➔ 3 diverse artists featured (Pleasure Venom, Deezie Brown, Chorizo Funk) ◆ All artists compensated for participating and content ◆ 3 songs licensed ◆ 7 local music venues and business featured ➔ Additionally, Visit Austin ran running organic artist takeovers with Austin musicians monthly (12 total artist featured) VISIT AUSTIN DISTRICT VIDEOS Visit Austin released 10 new videos in June 2023, showcasing Austin’s entertainment districts and areas of town. Each video highlights popular neighborhood attractions, local businesses and arts and entertainment offerings, giving visitors and meeting planners a glimpse into the unique experiences available throughout the city. Visit Austin will use these new videos to market the city to leisure and meetings travelers. ➔ In collaboration with Arts+Labor ➔ Features 165+ local businesses ➔ Music and appearance from 10 local musicians, compensated for their participation ➔ View all videos at youtube.com/@VisitAustinTX VISITAUSTIN.ORG/ MUSIC SCENE ➔ Music Section garners +1.3M views & +478K users (2023) ◆ Average 2.73 views per user (shows that people are visiting more than one page in this section during a session) ➔ Top 5 pages: ◆ Concerts in Austin (calendar) ◆ Music Scene homepage ◆ Venue Guide ◆ Festivals ◆ Live Music this Weekend (calendar) ➔ Music Venue Listing Referrals ◆ +231.9K Total Listing Views ◆ +111K Total Listing Clicks (referrals to business, venue or musician website or social media) Visit Austin, Texas @VisitAustinTX Austin Film Commission @MusicAustin @VisitAustinTX @MusicAustin @FilmATX Visit-Austin Austin-Sports-Commission @FilmATX @SportsAustin @VisitAustinTexas T H A N K Y O U