GREATER HOUSTON CONVENTIONAND VISITORS BUREAU2016-2017 ANNUAL REPORT

MISSION STATEMENT

STRUCTURE & FUNDING

2016 KEY ACCOMPLISHMENTS

LETTER FROM THE PRESIDENT

LETTER FROM THE CHAIR

CITY & COUNTY OFFICIALS

2016 BOARD OF DIRECTORS

2017 BOARD OF DIRECTORS

DESTINATION SALES

TOURISM

DESTINATION SERVICES

MEMBERSHIP

PARTNERSHIPS & EVENT DEVELOPMENT

MARKETING

HOUSTON FILM COMMISSION

FINANCE

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TABLE OF CONTENTS

The Houston that awaits…is the result of an ambitious effort aimed at turning the city into a world-class destination. In contrast to its past reputation as an urban dead zone after dark, Houston now includes a greater array of restau-rants, high-rises, green space, and cultural and entertainment venues.

New York Times The Super Bowl Returns to aTransformed Houston

The mission of the Greater Houston Convention and Visitors Bureau is to improve the economy of greater Houston by attracting national and international conventions, trade shows, tourists and film projects to the area through sales, marketing and public relations efforts.

STRUCTURE & FUNDING

The Greater Houston Convention and Visitors Bureau is a 501(c)6 nonprofit corporation. The GHCVB is a marketing and service organization with a budget comprised of certain reserved funds and private funds raised through a variety of means, including investment in events, membership dues, advertising and in-kind contributions.

The board of directors of the GHCVB and Houston First Corporation enjoy a strategic alignment between the organi-zations to create a more efficient approach to marketing and selling Houston to tourists and conventions. GHCVB employ-ees became employees of Houston First in 2014 while the GHCVB continues to maintain its own board of directors and seats on the HFC board.

Dear Members,

One of my favorite words is … EPIC! There is no confusion when you tell someone your experience was epic. By all accounts the last 12 months were … EPIC for Houston! They say major events like the Final Four or Super Bowl are “game changers” for a city, well, last year Houston changed the game!

Any recap of 2016 would have to include sporting mentions of the buzzer-beating Final Four last spring, followed by the record-breaking Copa America soccer games at NRG Stadium last June, and, of course, Super Bowl LI, arguably the best Super Bowl EVER!

Multiple records were achieved by the GHCVB and HFC team. We welcomed 20.5 million tourists in 2016, achieving our goal two years early. We shattered a convention sales record by booking 765,401 rooms, 33 citywides and enjoyed unprece-dented online engagement with 7.4 million guests to the Visit Houston network of websites. Our campus has been trans-formed into a truly amazing convention and visitor destination now called Avenida Houston. We opened Partnership Tower, unveiled Avenida Houston plaza and helped cut the ribbon on the new Marriott Marquis.

So as an organization accustomed to continuous growth and improvement, how do we keep the momentum going?

Bring them and they will buy!

Our closure rate on conventions when we bring the planner to Houston for a site inspection is over 60%. We have three major familiarization tours planned for 2017. Marriott Masters in May, E4, Experient’s annual meeting in July and Texas Society of Association Executives (TSAE) in September.

Collectively these “fams” will bring thousands of meeting plan-ners, many for the first time, to Houston to see our improve-ments first hand.

Tourism, of course, is also a major emphasis for the Visit Houston team. The team has seen considerable success with our Hola Houston campaign in Mexico and are working on tourism packaging software that will make it easier to book packages in Houston.

The media is also recognizing our region as a top cultural and culinary destination. Houston has a long history of blazing new trails and leading through innovation. We will continue to look to technology to improve and enhance the visitor experience and drive results.

That is why we regularly work to establish and refine metrics to define success. We develop strategic plans by segment and then adjust our benchmarks based on results. I want our team to be recognized as one of the most progressive, innovative, nimble and customer-centric sales and marketing organiza-tions in the country. I firmly believe that our resources, talent, vision and alignment give us a competitive advantage against other cities.

Your team stands poised and ready to serve you, our board, our members, our customers and our city.

MIKE WATERMANPresident, Greater Houston Convention and Visitors Bureau

FROM THE PRESIDENT

2016 KEY ACCOMPLISHMENTS

765,401311,0007.3M219$57M

CONVENTION AND MEETINGROOM NIGHTS BOOKED

ROOM NIGHTS BOOKED THROUGHINTERNATIONAL LEISURE AND REUNIONS

VISITORS THROUGH THE VISIT HOUSTONNETWORK OF WEBSITES

MEMBERS ADDED TO THE CITY’S LARGEST NETWORK OF HOSPITALITY BUSINESSES

GENERATED FOR LOCAL ECONOMY THROUGH FILM AND COMMERCIAL PROJECTS

Dear Members,

These are heady times for Houston! After recently opening the Avenida Houston district downtown and shortly thereafter hosting Super Bowl LI, the spotlight shone on our great city in ways that can be game-changing.

It was fun basking in the glow of international attention, but the time has come to look forward. Help us to build on this new momentum.

At this time, I would exhort of all our members – from our board of directors to our executive committee to our rank-and-file membership – to do three things to grow the Greater Houston Convention and Visitors Bureau.

Be passionate.

Be engaged.

Make a difference.

There are two specific areas where I believe you can plug in today: 1 ) become knowledgeable about legislative matters taking place in Austin and the initiatives favorable to the GHCVB and 2 ) support improved means of transportation in Houston, especially light rail connections to our airports, as a way to bolster the total visitor experience.

MayorSylvester Turner

ControllerChris Brown

City CouncilDistrict A - Brenda StardigDistrict B - Jerry DavisDistrict C - Ellen CohenDistrict D - Dwight BoykinsDistrict E - Dave MartinDistrict F - Steve LeDistrict G - Greg TravisDistrict H - Karla CisnerosDistrict I - Robert GallegosDistrict J - Mike LasterDistrict K - Larry GreenAt-Large 1 - Mike KnoxAt-Large 2 - David RobinsonAt-Large 3 - Michael KuboshAt-Large 4 - Amanda EdwardsAt-Large 5 - Jack Christie

County JudgeEd Emmett

CommissionersPrecinct 1 - Rodney EllisPrecinct 2 - Jack MormanPrecinct 3 - Steve RadackPrecinct 4 - R. Jack Cagle

Adding heft to these two specific areas of engagement alone will make us a more active board, a more-informed overall membership body and a stronger organization from top to bottom. And isn’t that what we all want?

Thank you for your service as a member of our organization. I’m confident that the team we’ve put together will continue to capitalize on the great opportunities that lie ahead for the Greater Houston Convention and Visitors Bureau.

DEAN GLADDEN Chair, Board of Directors Greater Houston Convention and Visitors Bureau

FROM THE CHAIRCITY OFFICIALS

With robust international influences from a diverse population, the sprawling metropolis offers plenty of diverse neighborhoods to explore, along with exotic cuisines, of-the-moment boutiques, and innovative art offerings. Truly, H-town radiates a supersize mix of high style and downhome charm.

Vogue Beyond the Super Bowl: Where to

Eat Global and Shop Local in Houston

The Honorable Sylvester TurnerMayor - City of HoustonThe Honorable Ed EmmettCounty Judge - Harris CountyScott AustinAmerican Liberty Hospitality, Inc./Embassy Suites Houston DowntownPhyllis J. Bailey3B Resources Group Public Relations, LLCAlan D. BergeronBergeron Management ServicesSusan BischoffSusan Bischoff Community Marketing Helen Perrone BonsallDoubleTree by Hilton Houston Hobby Airport Alex Brennan-MartinBrennan’s of HoustonGalen CobbHalliburtonConnie L. CochranTexas Southern UniversityEdgardo E. ColónHarris County Sports and Convention Corporation Gayden L. CooperSpace Center Houston & Manned Space Flight Education Foundation Scot CottonMarriott Marquis Houston Joel CowleyHouston Livestock Show and RodeoFernando CuéllarHilton University of Houston Jacques D’RovencourtHilton Americas-HoustonJulie FarrHouston Museum District Association

John FerrariAFC TransportationWilliam FitchStaging Solutions, Inc. Terence H. FontaineMetropolitan Transit Authority of Harris CountyMike GiangrossoBay Area Houston Convention and Visitors Bureau Mohamed GireRichmond Development Company LLCDean R. GladdenAlley TheatreJonathon GlusHouston Arts AllianceVernita B. HarrisImpact Strategies Consultants, LLCRobert W. HarveyGreater Houston PartnershipStephanie HaynesHotel & Lodging Association of Greater Houston (President) Melissa D. HensleyNRG EnergyJanet HobbyMKG Art Management Willard HolmesMuseum of Fine Arts, Houston Andrew HuangSmart Financial Centre at Sugar LandJohn JohnsonSilver Eagle DistributorsTony KeaneInternational Facility Management AssociationJohn KeelingValencia Group Nicki KeenanLandry’s, Inc.Barbara LakenUnited Airlines

Ryan LaskeyThe Westin Galleria & Westin Oaks Reginald L. Martin, Jr.Greater Houston Restaurant Association (Immediate Past President)Nick Massad, Jr.American Liberty Hospitality, Inc. Alfredo MatosWyndham Hotel - Medical Center Chris MillerWyndham Houston West Energy CorridorMark MillerHarris County Sports & Convention Corporation (NRG Park)Wade MoreheadHouston Marathon Committee, Inc.Tom NettingHyatt Regency HoustonKevin O’BrienFreemanSharon M. OwensLa Maison in Midtown, Bed & BreakfastKim PadgettThe Padgett GroupKerry RinghamWestin Houston, Memorial City Robert C. Robbins, M.D.Texas Medical CenterJamey RootesHouston TexansMark SampsellEmbassy Suites - Energy CorridorJanis Schmees BurkeHarris County-Houston Sports AuthorityTom SegestaFour Seasons Hotel

Barry L. ShankHotel & Lodging Association of Greater Houston (Chair)Nancy SimsPierpont CommunicationsJaa St. JulienSt. Julien Communications Group, LLCStephanie StegallHouston Astros Zaidi SyedDel Frisco’s RestaurantLatha ThomasHouston Museum of Natural ScienceJackie TraywickCentral Houston, Inc., Downtown Redevelopment Authority, Houston Downtown Management District Rebecca Greene UddenMain Street TheaterDawn UllrichHouston First Corporation Luther VillagomezGeorge R. Brown Convention CenterMike WatermanGreater Houston Convention and Visitors Bureau

CHAIR EMERITUSDonald J HendersonDJH Consulting, LLC

LIFETIME DIRECTORSSandy HulverHospitality Consultant Lance LivingstonTexas Rodeo Productions

HONORARY MEMBERSLes AlexanderHouston RocketsTad BrownHouston RocketsKirbyjon H. CaldwellWindsor Village United Meth-odistJames R. CraneHouston AstrosTilman J. FertittaLandry's, Inc.Rosemary GarbettLos Tios Ltd.Patricia HerreraMain ConnectionsHoward JeffersonNAACP - Houston ChapterDon JordanJordan Capital ManagementDr. Kase LawalCAMAC International CorporationCarole LookJim McIngvaleGallery FurnitureRobert McNairHouston Texans John L. Nau, IIISilver Eagle Distributors, L.P.Dan NipGlobal Century Development LLC Denise O'ConnellJoel OsteenLakewood ChurchChris PappasPappas Restaurants, Inc.Arthur L. SchechterGreenberg Traurig, LLPJack SweeneyThe Houston Chronicle

PAST BOARD CHAIRS George A. DeMontrond, IIIDeMontrond Automotive Group, Inc. Ted DinersteinThe Dinerstein CompaniesLupe FragaTejas Office Products, Inc.Douglas M. HornThe Houstonian Estates Thomas Jones, Jr. McConnell & Jones, LLPDarryl KingQuality Hospitality Consulting, Inc. Donald McGregor, Jr.McGregor CompaniesJim MillsCherry Pie Hospitality, LLCRobert SakowitzHazak, Inc.Milton L. ScottThe Tagos Group, LLCMarshall TyndallChris K. WilmotGlory Infrastructure, Inc. Mark YankeHotel Emma

CHAIRNICK MASSAD, JR.American Liberty Hospitality Inc.

CHAIR-ELECT DEAN GLADDEN Alley Theatre

SECRETARY NICKI KEENAN Landry’s Inc.

TREASURER TOM NETTING Hyatt Regency Houston

PRESIDENT, GREATER HOUSTON CONVENTION AND VISITORS BUREAUMIKE WATERMAN

IMMEDIATE PAST CHAIRALEX BRENNAN-MARTINBrennan's of Houston

CHAIR EMERITUS DONALD J HENDERSON DJH Consulting, LLC

CITY OF HOUSTON MAYOR SYLVESTER TURNER

HARRIS COUNTY JUDGE ED EMMETT

MEMBERS AT LARGE SCOTT AUSTIN American Liberty Hospitality Inc./ Embassy Suites Houston Downtown

PHYLLIS J. BAILEY 3B Resources Group Public Relations, LLC

ROBERT W. HARVEY Greater Houston Partnership

JOHN JOHNSON Silver Eagle Distributors

JOHN KEELING Valencia Group

RYAN LASKEYThe Westin Galleria & Westin Oaks Houston

KEVIN O’BRIEN Freeman

TOM SEGESTAFour Seasons Hotel

STEPHANIE STEGALLHouston Astros

HOUSTON FIRST CORPORATION DAWN ULLRICH

HARRIS COUNTY SPORTS & CONVENTION CORPORATION (NRG PARK)MARK MILLER

HOTEL & LODGING ASSOCIATION OF GREATER HOUSTON (PRESIDENT) STEPHANIE HAYNES

HOTELIERS SCOT COTTONMarriott Marquis Houston

JACQUES D’ROVENCOURTHilton Americas-Houston

BARRY L. SHANKHotel & Lodging Association of Greater Houston (Chair)

GREATER HOUSTON RESTAURANT ASSOCIATION (IMMEDIATE PAST PRESIDENT) REGINALD L. MARTIN JR.

RESTAURATEURCHRIS PAPPASPappas Restaurants Inc.

2016 EXECUTIVE COMMITTEE 2016 BOARD OF DIRECTORS

2016

Home to Texas billionaire royalty, oil men and space travelers, this port metropolis rooted in a rebellious pioneer spirit also sports one of the country’s most diverse ethnic populations. It has a hip, burgeoning millennial citizenry, some of the best museums in the world, a philanthropic predilection that keeps the arts well fueled, and a no-zoning ordinance that gives the city a quirky architectural patchwork-quilt feel.

Chicago TribuneWith or without Super Bowl LI, Houston is a winner

The Honorable Sylvester TurnerMayor - City of HoustonThe Honorable Ed EmmettCounty Judge - Harris CountyKyle ArizaHotel & Lodging Assn. of Greater Houston Scott AustinAmerican Liberty Hospitality, Inc. Philamena BairdHouston Arts AllianceAlan D. BergeronBergereon Mgmt. ServicesSusan BischoffSusan Bischoff Community MarketingHelen Perrone BonsallDoubleTree by Hilton Houston HobbyAlex Brennan-MartinBrennan’s of HoustonGalen CobbHalliburtonConnie L. CochranTexas Southern UniversityEdgardo E. ColónHarris County Sports and Convention Corporation Gayden L. CooperSpace Center Houston-Manned Space Flight Education FoundationScot CottonMarriott Marquis HoustonJoel CowleyHouston Livestock Show and RodeoFernando CuellarHilton University of HoustonJacques D’RovencourtHilton Americas-HoustonKim DavisThe KD Company

Marcus DavisTBK Foods LLCJulie FarrHouston Museum District AssociationJohn FerrariAFC TransportationWilliam FitchStaging Solutions, Inc.Terence H. FontaineMetropolitan Transit Authority of Harris CountySonia Garza-MonarchiGarza Protocol Associates, LLCMike GiangrossoSpring Hill Suites by MarriottDean R. GladdenAlley TheatreRobert W. HarveyGreater Houston PartnershipTom HarwellSheraton BrookhollowStephanie HaynesHotel & Lodging Assn. of Greater Houston Melissa D. HensleyNRG EnergyJanet HobbyMKG Art ManagementAndrew HuangSmart Financial Centre at Sugar LandAndy IckenOffice of Mayor Sylvester TurnerJohn JohnsonSilver Eagle DistributorsJohn KeelingValencia GroupBarbara LakenUnited AirlinesLink LivingstonTexas Rodeo ProductionsKathy LuhnOffice of County Judge Ed Emmett

Reginald Martin, Jr.Lemond KitchenNick Massad, Jr.American Liberty Hospitality, Inc. Alfredo MatosWyndham Hotel - Medical CenterChris MillerWyndham Houston West Energy CorridorMark MillerHarris County Sports & Convention Corporation (NRG Park)John P. MooreGreater Houston Restaurant Assn.Wade Mark MoreheadHouston Marathon Committee, Inc.Laura G. MurilloHouston Hispanic Chamber of CommerceTom NettingHyatt Regency HoustonKevin O’BrienFreemanSharon M. OwensLa Maison in Midtown, Bed & Breakfast Kim PadgettThe Padgett GroupKerry RinghamWestin Houston, Memorial CityKelly RobertsLandry’s, Inc. Robert C. Robbins, M.D.Texas Medical CenterMark SampsellEmbassy Suites - Energy CorridorTom SegestaFour Seasons HotelNancy SimsPierpont Communications

Stephanie StegallHouston AstrosLatha ThomasHouston Museum of Natural Science Linda ToyotaHouston Community CollegeJackie TraywickCentral Houston, Inc. Downtown Redevelopment Authority, Houston Downtown Management DistrictDawn UllrichHouston First Corporation Luther VillagomezGeorge R. Brown Convention CenterMike WatermanGreater Houston Convention and Visitors Bureau

CHAIR EMERITUSDonald J HendersonDJH Consulting, LLC

LIFETIME DIRECTORSSandy HulverHospitality Consultant Lance LivingstonTexas Rodeo Productions

HONORARY MEMBERSLes AlexanderHouston RocketsTad BrownHouston RocketsKirbyjon H. CaldwellWindsor Village United Meth-odistJames R. CraneHouston AstrosTilman J. FertittaLandry’s, Inc.

Rosemary GarbettLos Tios Ltd.Patricia HerreraMain ConnectionsHoward JeffersonNAACP - Houston ChapterDon JordanJordan Capital ManagementDr. Kase LawalCAMAC International Corp.Carole LookJim McIngvaleGallery FurnitureRobert McNairHouston Texans John L. Nau, IIISilver Eagle Distributors, L.P.Dan NipGlobal Century Development LLC Denise O’ConnellJoel OsteenLakewood ChurchChris PappasPappas Restaurants, Inc.Arthur L. SchechterGreenberg Traurig, LLPJack SweeneyThe Houston Chronicle

PAST BOARD CHAIRS George A. DeMontrond, IIIDeMontrond Automotive Group, Inc. Ted DinersteinThe Dinerstein CompaniesLupe FragaTejas Office Products, Inc.Douglas M. HornThe Houstonian Estates Thomas Jones, Jr. McConnell & Jones, LLPDarryl KingQuality Hospitality Consulting, Inc.

Donald McGregor, Jr.McGregor CompaniesJim MillsCherry Pie Hospitality, LLCRobert SakowitzHazak, Inc.Milton L. ScottThe Tagos Group, LLCMarshall TyndallChris K. WilmotGlory Infrastructure, Inc. Mark YankeHotel Emma

CHAIRDEAN GLADDENAlley Theatre

CHAIR-ELECT TOM SEGESTAFour Seasons Hotel

SECRETARY SCOT COTTON Marriott Marquis Houston

TREASURER JOHN JOHNSONSilver Eagle Distributors

PRESIDENT, GREATER HOUSTON CONVENTION AND VISITORS BUREAUMIKE WATERMAN

IMMEDIATE PAST CHAIRNICK MASSAD, JR.American Liberty Hospitality, Inc.

CHAIR EMERITUS DONALD J HENDERSON DJH Consulting, LLC

CITY OF HOUSTON MAYOR SYLVESTER TURNER

HARRIS COUNTY JUDGE ED EMMETT

MEMBERS AT LARGE SCOTT AUSTIN American Liberty Hospitality Inc.

HELEN BONSALLDoubleTree by Hilton Houston Hobby Airport

TERENCE H. FONTAINEMetropolitan Transit Authority of Harris County

ROBERT W. HARVEY Greater Houston Partnership

JOHN KEELING Valencia Group

REGINALD L. MARTIN JR.Lemond Kitchen

TOM NETTINGHyatt Regency Houston

KEVIN O’BRIEN Freeman

STEPHANIE STEGALLHouston Astros

HOUSTON FIRST CORPORATION DAWN ULLRICH

HARRIS COUNTY SPORTS & CONVENTION CORPORATION (NRG PARK)MARK MILLER

HOTEL & LODGING ASSOCIATION OF GREATER HOUSTON (PRESIDENT) STEPHANIE HAYNES

HOTELIERS KYLE ARIZAHotel & Lodging Assn. of Greater Houston

SCOT COTTONMarriott Marquis Houston

JACQUES D’ROVENCOURTHilton Americas-Houston

CHRIS MILLERWyndham Houston West Energy Corridor

GREATER HOUSTON RESTAURANT ASSOCIATION (IMMEDIATE PAST PRESIDENT) JOHN P. MOORE

RESTAURATEURCHRIS PAPPASPappas Restaurants Inc.

2017 EXECUTIVE COMMITTEE 2017 BOARD OF DIRECTORS

2017

“With robust international influences from a diverse population, the sprawling metropolis offers plenty of diverse neighborhoods to explore, along with exotic cuisines, of-the-moment boutiques and innovative art offerings.”

WestJet Magazine

“Houston wants to have you over. The city has built more hotel rooms in the past year than anywhere in America not called New York.”

Thrillist

“NASA may be based here, but it’s Houston’s out-of-this-world culinary scene that’s drawing foodies to the Bayou City.”

US News & World Report

“I come today to proclaim Houston one of the great eating capitals of America.”

The New York Times

“Luxury awaits in cosmopolitan Houston, where an international vibe offers A-list opportunities to dine, shop, eat and explore in the energy capital of the world.”

Travel + Leisure

The mission of the Sales team is to generate hotel room nights through tradeshows, conventions, meetings and special events while promoting and selling the Houston area as a world-class meeting destination.

The Sales team strives to reach annual goals through direct sales activity and networking with meeting professionals at major industry events and trade shows, direct marketing and city-hosted visits.

Conferences requiring convention facilities afford the opportunity to conduct business in multiple hotels and amount our hospitality partners. This year, the Sales team secured 33 citywide conventions from groups requiring the George R. Brown or NRG convention facilities. In addition to organizations requiring convention facilities, our team also facilities single-hotel “in-house” groups.

In 2016, Sales contracted 479 groups for a total of 765,401 room nights, achieving 104% of its annual goal.

SALESSIGNIFICANT NEW BOOKINGS IN 2016• National Safety Council 2018 +14,000 attendees• Wal-Mart Stores, Inc. 2018 +7,000 attendees• Congress of Neurological Surgeons 2018 +6,500 attendees• Society of Women Engineers 2022 +8,500 attendees• Texas Municipal League 2021 +4,300 attendees• Vision Source 2021 +3,300 attendees• American Society for Mass Spectrometry 2023 +6,500 attendees• National Corn Growers Association 2024 +7,000 attendees

SIGNIFICANT MEETINGS HOSTED IN 2016• NCAA Final Four +75,000 attendees• Anita Borg Institute for Women and Technology +14,500 attendees• Benevolent and Protective Order of the Elks +5,500 attendees• True Value Hardware +4,000 attendees• American Epilepsy Society +5,000 attendees• National Association of College Stores +5,500 attendees• International Liquid Terminals Association +4,500 attendees

contracted room nights 765,401non-citywide

bookings +22%international bookings +46% tentative

room nights 3MILLION

Tourism is charged with the promotion of the Houston area as a travel destination with the goal of increasing leisure travel. These efforts are measured in increased returns for area hotels, attractions, restaurants and others in the hospitality sector. The department also works with the Houston hospitality industry to assist in leisure promotional efforts and encourage the creation of new leisure products.

TOURISM

total incremental room nights 311,095

travel professionalstrained 2,752

new spanish languagesocial media followers 82,854

internationalpublicity $14,266,331

Tourism actively works with domestic and international travel trade to reach the traveling consumer. New market development includes engaging local hospitality partners to create travel packages for visitors to purchase. Tourism leads the Certified Tourism Ambassador (CTA) program, an initiative that trains hospitality personnel on how to more effectively sell Houston. Tourism participates in travel trade shows and organizes sales missions and familiarization trips to reach key clients in its top markets. The depart-ment also handles international media visits and manages the Spanish website and social media presence. Additionally, Tourism manages agencies represent-ing the city in its top five international markets: Mexico, Canada, the United Kingdom, China and Germany.

In 2016, Tourism launched an aggres-sive marketing campaign in Mexico entitled “Hola Houston.” The campaign was supported by social media efforts and influencers that served as Houston Ambassadors.

Tourism secured 311,095 leisure room nights from domestic and international markets by working with wholesalers, tour operators, receptive operators and retail travel agents as well as focusing on the reunions market.

Tourism secured 887 international media placements, with a total of 1.1 billion impressions which generated $14.2 million in positive media value for the year. HolaHouston.com logged more than 483,682 visits in 2016, a 9% increase over the prior year. The accom-panying Twitter and Facebook accounts grew to 5,559 and 83,026 respectively through in-house efforts and help from Visit Houston’s Mexico office. Tourism also trained 2,752 travel professionals on how to sell Houston as a leisure des-tination, more than double the depart-ment’s annual goal.

In 2016, Tourism executed a successful Houston Tourism Summit, giving mem-bers the opportunity to interact, learn tourism trends and discover marketing opportunities to promote their products to travelers.

Tourism also continued the Matching Grants Program in 2016. The program fosters tourism-related initiatives devel-oped by local and regional organiza-tions by allowing hospitality partners to join up to apply for funding for initiatives that directly increase travel to Houston. This year saw 14 new projects awarded marketing grants.

The Tourism department continues leading the Visit Houston and Beyond cooperative marketing initiative, which brings regional destination marketing organizations under the Visit Houston umbrella. Visit Houston and Beyond includes Alvin, Beaumont, Conroe, the Woodlands, Galveston, Baytown, Deer Park, Sugar Land, Huntsville, Bay Area Houston, Tomball, Pearland, Port Arthur and Brazosport.

Lastly, Tourism is in charge of the creation of new Visitors Centers that will be strategically located in high- traffic visitor areas of the city.

Destination Services works with meeting planners to provide a wide range of services once a meeting is booked and works as a liaison between the meeting planner and GHCVB members. The department is comprised of the newly named divisions Event Services, Clients Services and Corporate Culture.

The Events team coordinated 117 events throughout the year, expanding its reach to additional internal departments at Houston First (Marketing, Tourism, Mem-bership, Human Resources and Partner-ships and Enterprise Development) es-tablishing the department as the internal resource for all HFC event logistics.

The team supported Sales in the organi-zation and coordination of pre-planning citywide site inspections, familiarization visits, special events, sales missions, sponsorships and key industry shows, achieving a 92% excellent or good rat-ing from participating industry partners. Booths for Services’ promotional trips, Tourism and Sales events were updated to showcase the new convention cam-pus and Avenida Houston. Also in 2016, a new registration system was pro-cured to handle all internal and external events and surveys.

The Client Services team conducted 89 planning sessions. The team continues to expand the Destination Awareness Program highlighting 32 events in 2016. This program helps connect the GHCVB with members, city departments and the community to effectively communicate the economic impact of conventions.

In 2016 the team conducted numerous attendance promotional trips represent-ing 230,986 room nights and 188,900 attendees, with the goal of showcasing Houston as the host for their next meet-ing. Services provides education and insight into Houston and promotes the city as a meeting destination.

Corporate Culture executed 39 employ-ee events, maintaining an overall excel-lent/good rating of 92%.

DESTINATION SERVICES

convention awarenessprogram events 32

excellent/goodevent services rating 92%total company

events supported 117

major associationplanners evaluated 20maintaining 90% return rate and excellent overall satisfaction rating

planningsessions 89

attendancepromotion trips 18

housing programevents 9

The mission of Membership is to develop and implement programs that support membership growth, revenue and retention, through education, engagement, and economic opportunity.

Membership works with all other divisions to support and promote the organization’s overall objective of attracting con-vention, meetings and visitors to Houston. This collaboration enhances the membership program, helping retain existing members and grow the base. The alignment with Houston First in 2014 has continued to expand business opportunities for members and make membership more attractive. The primary goal is to increase the core membership base of 1,300 organizations by implementing a plan to actively identify and convert business prospects into members.

A total of 219 new members were added in 2016. Member-ship exceeded engagement goals with 22 engagements and member connection business opportunities. This included GHCVB Membership Annual Meeting & Showcase, National Tourism Week Celebration at the Park Shops & Food Plaza 4 Houston Center, annual GHCVB Membership Holiday Open House, Houston Tourism Summit and Membership Tutorial and bi-monthly Membership Orientation Connection & showcase.

MEMBERSHIP

memberretention 95%new membersadded in 2016 219engagements and memberconnection opportunities 22

Partnerships & Event Development leads in the generation of revenue and resources for the GHCVB through corporate partnerships and grant acquisitions as well as manages the development, growth and execution of innovative events, tradeshows, and conferences to be held annually in Houston.

In 2016, Partnerships & Event Development showed healthy growth with its current portfolio of invested events.

In its second year SpaceCom, executed in collaboration with NASA-Johnson Space Center, was held again in November with great fanfare and tremendous response. With a 22% increase in attendees from 38 states and 31 countries, there’s a clear indication a market exists for the next generation of space. The annual Commercial Spaceport Summit, a co-locat-ed meeting of representatives from each domestic and international spaceport, united nearly 20 representatives to discuss the rapidly expanding space commerce field.

Comicpalooza continued to be an economic success with an increase in attendance to 43,825 from 46 states. The larg-est pop culture festival in Texas welcomed A-list talent from the cast of Aliens celebrating its 30th anniversary, additional headliners included Kate Beckinsale and Norman Reedus.

Medical World Americas (MWA) increased its attendance to over 2,500 and strengthened the relationship and partnership with the Texas Medical Center, which continues to serve as an anchor for this event in Houston. With medical meetings being a key growth opportunity for Houston, MWA continues to be a flag in the ground to highlight Houston’s medical assets and relationship with the TMC and its institutions.

PARTNERSHIPS & EVENT DEVELOPMENT

economicimpact $20 MILLIONroomnights 17,000spacecomattendance increase 22%

The Marketing department promotes the Greater Houston area as a convention, business and tourism destination and supports the goals of all HFC departments. These efforts include advertising, public relations, sponsorship, special events, promotions, website and collateral development.

The more people the organization is able to reach, the greater its influence. In 2016, just over 7.3 million people visited the Houston CVB’s web network representing a 21.6% increase from the previous year. The CVB network includes: • VisitHouston.com • VisitaHoustonTexas.com (Spanish) (now HolaHouston.com) • MyGayHouston.com • HoustonCulinaryTours.com • IDoHou.com • HoustonReunions.com

Moreover, the network of websites generated 207,000 room nights in 2016 and direct spending of $127 million from the leisure visitor market, a 9.3% increase.

The 2016 advertising efforts included a national print cam-paign in the Wall Street Journal and digital placement in New York Times’ news, lifestyle and dining sections. The local TV

and cable broadcast ads aired in the Texas and Louisiana markets featuring the My Houston campaign. New in 2016 and also part of the My Houston campaign, a new TV spot was created and aired featuring Kam Franklin and The Suffers. The TV spot showcased Market Square Park and the down-town mural as well as referenced iconic Houston landmarks.

The international advertising efforts increased with dedicated media buys targeting key markets in Mexico, including Guada-lajara, Monterrey and Mexico City.

Marketing’s domestic public relations efforts placed Houston in the national spotlight with more than 300 media place-ments generated by pitches and media visits. These place-ments contributed to $17.75 million in positive publicity for the city in 2016. High-profile placements included pieces in the Washington Post, Forbes Travel, USA Today, the Wall Street Journal and Travel + Leisure.

MARKETING

room nightsgenerated from web 207,000visitors tosite network 7.3 MILLIONmedia generated frompitch or journalist visit 300coordinatedinterviews 106

The mission of the Houston Film Commission is to increase the number of film and video projects shot in the Houston area and build a sustainable film infrastructure. A healthy film industry puts heads in beds, creates jobs, expands the tax base and enhances the image and visibility of the greater Houston community.

In 2016, the Houston Film Commission recorded 271 film and video projects representing 1,014 shooting days. Direct spend-ing locally by the film industry in 2016 totaled $19.2 million with a total economic impact of nearly $57 million.

Major projects filmed in Houston in 2016 included commer-cials for Tide, Wal-Mart, Direct Energy, Dick’s Sporting Goods and Taco Bell.

In other news, the launch of the Film Commission’s new web-site was the second-place winner of the Association of Film Commissions International Creative Awards, Houston was designated as one of the “Best Places to Live and Work As A Filmmaker” by MovieMaker Magazine, and Houston was named “One of the Five Fastest-Rising Cities for Corporate Production” by Production Hub Magazine.

TELEVISION SERIES SHOT IN HOUSTON 2016My 600-Pound LifeTexas VetBillion Dollar BuyerThe Little Couple 2.0Book of JohnOne Mississippi

FEATURE FILM SHOT IN HOUSTON 2016I Love You Too

HOUSTON FILM COMMISSION

film and videoprojects 271

shootingdays 1,014

directexpenditures $19,230,400

economicimpact $56,691,200

REVENUESPublic Sector Interest and Other Income TOTAL REVENUES

EXPENSESAuto Lease/Expense Office Supplies/Office Expense Insurance/Corporate Professional Services Directors Meeting Local Promotions Travel Events Pre-Approved Sales Commitment Litigation Settlement Investment Losses TOTAL EXPENSES

NET ASSET (DECREASE)

ASSETSCurrent Assets: Cash and Cash Equivalents Accounts Receivable Prepaid Expenses Total Current AssetsNon-current Assets: Property and Equipment - Net Investments in Other Entities Deposits Total Assets

LIABILITIES & NET ASSETSCurrent Liabilities: Accounts Payable Deferred Revenue Accrued Expenses Total Current Liabilities Agency Obligations Accumulated investment losses Unrestricted Net Assets Total Liabilities & Net Assets

12/31/2016

$ 663,073 99,708

762,781

82 72,074

(1,184) 252,473

32,494 280,043

3,785 784,174 877,755

- -

2,301,696

$ (1,538,915)

12/31/2016

$ 8,388,971 183,313 10,000

8,582,284

207,836 531,577

66,101 9,387,798

13,508 151,092 35,488

200,088 4,009

52,372 9,131,329

$ 9,387,798

12/31/2015

$ 654,598 872,678

1,527,276

113 267,793 46,594 227,514

10,011 48,786

- 838,747 92,000 823,931 572,995

2,928,483

$ (1,401,207)

12/31/2015

$ 9,536,413 576,225

80,499 10,193,137

369,367 531,577

66,101 11,160,182

- 140,649

292,908 433,557

4,009 52,372

10,670,244 $ 11,160,182

GREATER HOUSTON CONVENTION AND VISITORS BUREAU*STATEMENTS OF REVENUES, EXPENSES AND CHANGES IN FINANCIAL POSITION FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015

GREATER HOUSTON CONVENTION AND VISITORS BUREAU*STATEMENTS OF FINANCIAL POSITION DECEMBER 31, 2016 AND 2015

*Unaudited Report- Audited report available after August 31, 2017 *Unaudited Report- Audited report available after August 31, 2017

FINANCE