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Home My WebLink About(0070) CARES Tourism Recovery Proposal Phase I (Updated 082720).pdfVISIT FORT WORTH Fv 11 August 2020 To: Jay Chapa, Deputy City Manager From: Mitch Whitten, EVP Marketing & Strategy Re: Tourism recovery CARES funding request COVID-19 has severely damaged Fort Worth's tourism industry and with it thousands of jobs and millions in tax revenue to support city services. Visit Fort Worth respectfully requests CARES funding to help re -start our visitor economy. Under guidance from the Treasury Department, organizations like Visit Fort Worth "can use the money to publicize the resumption of business activities and steps taken to ensure a safe and healthy travel experience, which would be considered activities in response to the public health crisis." There are three reasons this support is vital: • Fort Worth has more attractions open than many cities but prospective visitors are not aware. • This fall our community will not have once -relied -upon levels of visitor activity from convention and meetings, business travel and sports events. • Visit Fort Worth budget is not sufficient to mount an adequate re -start campaign for the fall. The attached plan outlines (1) how we will use funds to market our city and (2) how we will evaluate these efforts and report results. Thank you for your continued support of the visitor economy to achieve our community goals. Let me know if you have any questions at 817-706-9822 or mitchwhitten@fortworth.com. Page 1 of 2 City of Fort Worth, Texas CARES Act Justification Form This form is required for proposed expenditures of $25,000 or more. It is not required for the purchases of PPE and Cleaning Supplies purchased by JEOC and the Purchasing Division in response to Covid-19. Department Visit Fort Worth Start Date 07/17/2020 End Date 08/30/2020 Category Marketing/Communications Justification These funds will support a tourism response and recovery plan to counter COVID-19 devastation to hospitality industry. Funds will be used for a highly -targeted, data -driven advertising plan to promote near -term hotel stays and jump start visitation to the city, generating support for local business. Was the expenditure budgeted for in FY20? Yes ❑ No Is any equipment purchased expected to have a useful life past December 30, 2020? No Will there be continuing related costs in out years? Yes ❑ No How much will be the on -going cost in future years? FY21 (12/31/20-9/30/21) $0.00 FY22 1 $0.00 (Fill in the following table below to auto -calculate the total for each respective future fiscal year/s.) FY23-FY25 $0.00 Proposed Cost Expenditure Type to be charged to the CARES 3/31-9/30/20 10/1-12/30/20 Coronavirus Relief Fund Notes Advertising $300,000 see detail on attachment Total 300 000 Proposed ON -GOING Cost Expenditure Type 12/31/20-9/30/21 FY22 FY23 - FY25 Notes NA $0.00 $0.00 $0.00 None Page 2 of 2 City of Fort Worth, Texas CARES Act Justification Form This form is required for proposed expenditures of $25,000 or more. It is not required for the purchases of PPE and Cleaning Supplies purchased by JEOC and the Purchasing Division in response to Covid-19. Expenditure Type 12/31/20-9/30/21 FY22 FY23 - FY25 Notes Total 0.00 0.00 0.00 By signing this form electronically, you read, understand and agree that you have reviewed and determined the proposal above to be reasonable. The statute also specifies that expenditures using Fund payments must be "necessary." The Department of the Treasury understands this term broadly to mean that the expenditure is reasonably necessary for its intended use in the reasonable judgment of the government officials responsible for spending Fund payments. NOTE: Please be advised that if this form is approved, the Requestor must still comply with all Purchasing Requirements, i.e. Completed Emergency Purchase Memos, Following the Bid Requirements if applicable, etc. Please contact the City Attorney's Office or Purchasing to verify the requirements. Make sure all required supporting documentation is attached. CMO Approved? Yes ❑ No ❑ Tourism Recovery Plan for CARES Request Phase I Category Description ADVERTISING* Digital advertising to drive demand, especially through hotel deals on Expedia, TripAdvisor. Sponsorship of DFW-area TV program that promotes visiting Fort Worth. Measures Hotel bookings, Arrivals (detected by cell phone), Organic web search for Fort Worth *Specific advertising tactics to be deterimined based on inventory and pricing negotiated with media outlets. Budget $300,000 Research Summary Identifying Target Markets and Visitor Behavior for COVID-1g Tourism Recovery MODERN WEST ROAD TRIP CAMPAIGN TARGET MARKt i PHASE 1: PHASE 2: PHASE 3: PHASE 4: INTEREST PLANNING BOOKING THE FORT WORTH VISIT DFW 520,424 DFW 45,480 Dallas -Ft Worth Austin 21,335 Houston 5,377 Houston Houston 17,341 San Antonio 3,890 Austin Oklahoma City 5,158 Austin 2,798 San Antonio Waco/Temple/Bryan Ilq 4,951 Oklahoma City Oklahoma City San Antonio 4,939 Waco 1,398 Waco Tyler -Longview I 3,008 Tyler -Longview -or Tyler DFW 502,682 Houston 149,128 Waco/Temple/Bryan 124,705 Wichita Falls/Lawton 116,471 Austin -Tx 90,110 Abilene/Sweetwater 81,284 Tyler/Longview/ 76,257 Houston Dallas/Fort Worth Austin -Tx San Antonio Oklahoma City Waco/Temple/Bryan Wichita Falls/Lawton 21,841 10,415 9,226 6,040 5,196 5,086 4,557 Tulsa 2,694 Abilene 859 Abilene Sherman-Tx/Ada-Ok 62,351 Tyler/Longview 2,367 Wichita Falls IMI&. Tulsa (OK) San Antonio 58,225 Abilene/Sweetwater Abilene/Sweetwater 2,138 Lubbock 577 Midland Oklahoma City 53,381 Tulsa Source: Google Analytics via Entrada for FortWorth.com site traffic; Adara's Observed market data and Arrivalisfs unexposed US balanced data; October 1, 2019 - March 31, 2020 4,504 4,281 3,146 �- —visir FQ FORT WORTH '. fyV 1. TOP ARRIVALS IN FORT WORTH MARCH - JULY 2020 In -State Out -of -State Dallas/Fort Worth 1. Oklahoma City 2. Houston 3. Waco/Temple/Bryan 4. Austin 5. Abilene/Sweetwater 6. Wichita Falls/Lawton 7. San Antonio 8. Tyler/Longview 2. Los Angeles 3. Chicago 4. Tulsa 5. Sherman/Ada 6. Shreveport 7. Denver 8. Phoenix g. Midland/Odessa g. Little Rock/Pine Bluff I 10. Lubbock 10. Kansas City Source: Arrivalist A3 for Fort Worth, TX; March 20 -,July 8, 2020 Current Hotel Origin Market Ranks: Last Year Compared to This Year July 2019 Top Hotel Origin Markets 1 Dallas-ft Worth, TX. US 36.3 2 New York, NY, US 4.8 3 Houston, TX, US 3.4 4 Chicago, IL, US 2.8 5 Phoenix, AZ, US 2.5 6 San Antonio, T){ US 2.5 7 Austin, TX, US 2.3 8 San Francisco Bay Are..., CA, US 2.3 9 Washington, DC, US 2.0 10 Kansas City, MO, US 1.7 July 2020 Top Hotel Origin Markets 1 Dallas-€t Worth, TX, US 40.0 2 New York, NY, US 7.4 3 San Antonio, TX, US 5.2 4 Houston, TX, US 3.0 5 Indianapolis, IN, US 3.0 6 Kansas City, MO, US 3.0 T Los Angeles, CA, US 3.0 8 Atlanta, GA, U5 2.2 9 Austin, TX, US 2.2 10 Waco, TX, US 2.2 WHAT POINTS OF INTEREST HAVE PEOPLE VISITED DURING THE PANDEMIC? LOCALS i . La Gran Plaza 2. Near Southside 3. Globe Life Field 4. Texas Motor Speedway 5. Clearfork 6. Tanger Outlet 7. Fort Worth Zoo 8. The Stockyards g. West nth io. Sundance Square NON -LOCALS 1. The Stockyards 2. Tanger Outlet 3. Fort Worth Zoo 4. Near Southside 5. La Gran Plaza 6. Texas Motor Speedway 7. Clearfork 8. Sundance Square g. Globe Life Field 10. West nth Source: Arrivalist A3 for Fort Worth, TX; March 20 -July 8, 2020; Excludes Dallas and airports.