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BAND TOGETHERAnnual Report FY 19–20

TA B L E O F C O N T E N T SEXECUTIVE SUMMARY . . 4KEY HIGHLIGHTS (PRE-COVID 19). 9VISITOR IMPACT. 10EVENTS. 12THE WORLD WAS STILL WATCHING. 16KEY HIGHLIGHTS (SINCE COVID-19). 17SALES. 18MARKETING. 20COMMUNITY SUPPORT. 22PERFORMANCE METRICS. 26WHAT’S NEW . . . 27THANK YOU MEMBERS. . 32NCVC BOARD OF DIRECTORS. 34ANNUAL REPORT FY 19–202

Executive SummaryWe started this fiscal yearanticipating another record-breaker.Yet, the year ends with our cityrecovering from a historicallydevastating tornado and a pandemicthat has economically ravaged thehospitality industry nationally.The neck-breaking turn of eventsmakes it easy to understand thefinancially vulnerable place where ourindustry currently lies. COVID-19 wasthe one visitor we did not want.Directly prior to the tornado andCOVID-19 hitting the United States, theNashville Convention & Visitors Corpwas on pace to meet or exceed allorganizational goals for the fiscal year.Visitors were coming in great numbersand the city had more to offer themthan ever before.But there is hope, a plan andoptimism for our future.(CONTINUED.)ANNUAL REPORT FY 19–204

CONTINUEDExecutive SummaryWhen these unfortunate eventsoccurred, our industry did what it doesbest: banded together to help one another.As you read on, you’ll find that we: Kept the music playing so Music City wastop of mind with our clients and visitors; Kept selling our city; Kept communicating with our membersand partners; Supported those in need in ourcommunity; and Supported the Mayor’s Office, theMetro Health Department and the Officeof Emergency Management.ANNUAL REPORT FY 19–205

CONTINUEDExecutive SummaryWe have collectively strategized and plannedfor our city’s and industry’s recovery.Weekly visitor sentiment data was analyzedto best understand what visitors expect ascities reopen.Like most of you, we have also been deeplyfinancially impacted – our budget for thenew fiscal year is approximately 50%lower than last year.We have adapted and plan for FY 21to be as results-driven as possible.ANNUAL REPORT FY 19–206

CONTINUEDExecutive SummaryAs we prepare to welcome visitors again,the NCVC has a strategic, tiered marketingcampaign that will responsibly invite ourguests back at an appropriate time. Many of our industry partners havefresh offerings for the next year, such asthe Chihuly at Cheekwood experience,the historic opening of the NationalMuseum of African American Musicand the new terminal and additionalSouthwest flights at the NashvilleInternational Airport. With the new flights added bymid-August, the total number of daily,non-stop markets serviced by SouthwestAirlines will exceed the total amountserviced prior to COVID-19.ANNUAL REPORT FY 19–207

During these uncertain times it is reassuring toremember that Nashville’s hospitality industry has facedadversity before, and we know the formula for recovery.We are hopeful. We are resilient.And we believe in Nashville.Dr. Robert Fisher, Board ChairmanNashville Convention & Visitors CorpButch Spyridon, President/CEONashville Convention & Visitors Corp8

KEY HIGHLIGHTSPRIOR TO COVID-199

Visitor ImpactGrowth was strong, but would soon be impacted by COVID-related businessclosures and safer-at-home orders mandated nationwide. 7.5 Billion in direct visitorNashville visitors spent anWe welcomed a total ofTotal Occupancy Taxspending (1/3 of entire state)average of 14,300 per minute16.1 million visitors in 2019collections of 64,367,673CALENDAR YE AR 2019F Y 19–20CALENDAR YE AR 2019F Y 19–20ANNUAL REPORT FY 19–2010

EventsNASCAR Champion’s WeekDecember 2019Hosted NASCAR National Champion’s Weekfor the first time, including the popular“Burnouts on Broadway.”The event’s success has resulted in NASCARrebooking in Nashville for 2021 and 2022.ANNUAL REPORT FY 19–2012

EventsSpin On: Nashville’s VinylCollection at SHOWFIELDSOct 2019–Jan 2020Produced Spin On, a creative, three-monthpop-up vinyl record shop in New York City,which garnered 34,792,436 impressions inpublic relations, customer traffic, socialmedia and marketing impressions.ANNUAL REPORT FY 19–2013

EventsHoliday Harmony:Music City in LightsNov 2019–Jan 2020Marketed Holiday Harmony, promotingthe popular holiday attractions, includingGLOW Nashville, events at Cheekwood,Zoolumination at the Nashville Zoo andGaylord Opryland’s A Country Christmas.ANNUAL REPORT FY 19–2014

EventsNew Year’s Eve 2019Produced Jack Daniel’s Music City Midnight:New Year’s Eve in Nashville which wasattended by a record-breaking crowd ofover 200,000 and resulted in 25,529 roomssold and 26.6 million in direct visitorspending.The show featured a line-up of diverseNashville talent, including the Fisk JubileeSingers, Bren Joy, Kalie Shorr, AmandaShires, The Struts, Jason Isbell & the 400Unit and headliner Keith Urban.The event was covered by two nationalbroadcasts: NBC’s “New Year’s Eve 2020”and CNN’s “New Year’s Eve Live withAnderson Cooper and Andy Cohen.”ANNUAL REPORT FY 19–2015

T H E WO R L D WA S S T I L L WAT C H I N GNashville came in at #6 on Cvent’s list ofTop 50 Meeting Destinations in the U.S.(July 2019)Resonance Consultancy rankedNashville the #25 Best Large City on its 2019America’s Best Cities Index (June 2019)Condé Nast Traveler includedNashville in their list of 20 Best Placesto Go in 2020 (December 2019)Nashville made Forbes’ list ofThe Top 20 Destinations For 2020(December 2019)Nashville ranked in WalletHub’s2019 Best Sports Cities Roundup(November 2019)The Sun (UK) named Nashville as one of2020’s 10 Hottest Destinations(January 2020)Nashville was named as Best Sports City in the countryby Sports Business Journal, largely on the strengthof the 2019 NFL Draft, which was recruited andimplemented by the NCVC in partnership with the NFL.Nashville was named as one of the TopTravel Destinations for 2020 by Condé NastTraveler on the TODAY Show (January 2020)ANNUAL REPORT FY 19–20Travel Leisure included Nashville ontheir list of The 15 Best Cities in theUnited States (July 2019)16

KEY HIGHLIGHTSSINCE COVID-1917

SALESContinue to Sell NashvilleWe continue to sell Nashville, keeping the Music City brand top-of-mindas the city and state works towards reopening safely.To date, 21 citywideHosted ten intimateDelivered Nashville-conventions have cancelledvirtual songwriter eventsthemed gifts from Batchtheir 2020 meeting inreaching approximatelyNashville to canceledNashville due to COVID-19.85 clients around the USgroups as part of effortsEight of these groups,and the UK. Also hostedto rebook lost businessrepresenting 84,000 room40 clients for a virtualand let them know we arenights, have rebookedcooking demonstrationthinking about them.future meetings inwith celebrity chefNashville.Maneet Chauhan.ANNUAL REPORT FY 19–20Prepared a digitalProvided online salescookbook called Recipetraining to more than 400Notes, featuring recipesTour Operators based outfrom local chefs andof the United Kingdom.restaurants to share withclients, visitors and locals.18

MARKETINGKept the Music PlayingWhen the world pressed “pause,” we kept the music playing through strategicmarketing efforts, focusing on brand awareness and safety & health precautions.Supported the audience-freeWorked with Live NationAfter canceling their show inCreated Music City Bandwidth toSaturday live broadcast ofto produce the Live from theVegas, we booked the Academyshowcase Nashville-based artiststhe Grand Ole Opry.Drive-In Concert Seriesof Country Music Awardsperforming virtual concerts fromat Nissan Stadium.show in Nashville. The 55ththeir homes. This has been aAnnual ACM Awards aired oncrucial link to keep Music CitySeptember 16, 2020 from Musictop-of-mind with key clientsCity for the first time ever.and leisure visitors.ANNUAL REPORT FY 19–2020

Supported Our PartnersWe steadfastly supported our partners across the city and hospitality industry alike,through one of the most difficult years that the city has ever faced.NCVC’s Music City, Inc.Created the freeOffering discounts andFoundation raisedGood to Go programdeals to local residents 1.4 million for tornadowith Vanderbilt Healthto encourage them toand COVID-19 relief,and Ryman Hospitalityget out and safely enjoydistributing direct financialProperties, which now hasrestaurants, hotels andgifts to over 3,800more than 700 membersattractions to help ourindividuals, targeting theworking to make Musicindustry recover.frontline employees in theCity safer for employees,hospitality industry.customers, and visitors.ANNUAL REPORT FY 19–20Offering complimentaryPosting hiringmasks at the Nashvilleopportunities forVisitor Information Centerhospitality workers whoto assist visitors.have been laid off orfurloughed and listing otherresources to help industryworkers, businesses andresidents.22

Assisted the CityWe assisted the city of Nashville in navigating issues related to public health,communication, testing, and community support.Helped coordinate meetingsAssisted Mayor JohnHelped establish thebetween the Metro Public HealthCooper’s Office with ongoingNashville CommunityDepartment and hospitalitycommunications strategyAssessment Centers, securingindustry businesses so they couldsince mid-March.signage, tents and refrigeratorprovide input on the city’s plans.units and spearheading PPEHosted educational webinars forsupply drives for the city.the industry.Coordinated approximately 200meals a day for five months forthe city's Community AssessmentCenters, the Office of EmergencyManagement, Metro HealthDepartment and for healthcareworkers. While we love assistingfrontline workers, this has alsobeen a way for us to supportlocal restaurants.ANNUAL REPORT FY 19–2024

Sales Performance MetricsFY 2019-2020 GoalsFY 2019–2020 ActualsConvention Sales Leads4,8503,888Convention Sales Bookings1,400997Convention Sales RMN1,655,0001,018,309Convention Sales Lead RMN8,000,0006,364,802Tourism Sales Leads2,4501,726Tourism Sales RMN430,000469,497Marketing Performance MetricsFY 2019-2020 GoalsFY 2019–2020 ActualsAdvertising Promotional Value 7,450,000 4,744,500Editorial Equivalency (Direct NCVC) 45,000,000 72,286,078Social Media Sites – Fan Base600,000598,932upcoming events & exhibits and best preparingWebsite sessions5,300,0003,713,619our city to reopen safely.Visitor Information Centers Revenue 1,500,000 873,927NCVC New Members125168Membership Revenue 1,220,000 994,725Membership Upgrades3023Key PerformanceMetricsThe first cases of COVID-19 were identified inNashville in early March, resulting in citywidesafer-at-home orders and business closures.The hospitality industry was deeply impacted,more so than most other business segments.Prior to March, the organization was on pace tomeet or exceed annual goals.After March, the focus of the organizationshifted to keeping Nashville top-of-mind withvisitors and clients, promoting virtual concerts,ANNUAL REPORT FY 19–2026

W H AT ’ S N E WFOR FY 202127

NationalMuseumof AfricanAmerican MusicLate Fall 2020The National Museum of African AmericanMusic will showcase the tremendously richheritage of African American music in MusicCity. The museum is located at the corner ofFifth Broadway, at the heart of Nashville’sentertainment district.ANNUAL REPORT FY 19–2028

Nashville Yards2020 and BeyondNashville Yards is well positioned on thewest end of Broadway to become thegateway to downtown Nashville.The multi-use development features manyelements for visitors to enjoy, includingthe Grand Hyatt Hotel, which will be thehome of famed-chef Sean Brock’s latestrestaurant (scheduled to open Fall 2020),and a world-class entertainment district inthe heart of the project.ANNUAL REPORT FY 19–2029