3504-21_CabCVB_AnnualReport_2021.indd

G R OU P S A L E S & S E R V I C E R E P O R T

J U L Y 1 , 2 0 2 0 T O J U N E 3 0 , 2 0 2 1 WE ENTERED 2020 WITH GREAT HOPE AND ENTHUSIASM, HOWEVER, COVID-19 HALTED THE GROUP AND CONVENTION MEETINGS BUSINESS. IT HALTED ANY MOMENTUMWE HAD BOOKING GROUPS AND CONVENTIONS INTO CABARRUS COUNTY HOTELS/VENUES & ATTRACTIONS.

We found ourselves reacting to this situation and had no choice but to start doing business a different way. We first shifted our messaging to: “We are here when you need us” and “We are ready when you are”.

Our focus became: How can we help our hotels/venues & attractions get cancelled groups rebooked into future years and how can we find alternate group business for them during this pandemic. What we found: people will travel by car to attend weddings, reunions, and youth sporting events. We put strategies in place to attract that business to Cabarrus County. In April 2020, we launched “New Turf Fields available in Cabarrus County” in conjunction with Cabarrus County Government, and Cabarrus County Schools. We introduced four new turf fields to bring the destination’s offerings of seven turf fields to attract new youth, amateur & collegiate sports groups. The project provides new venues for tournaments that bring positive economic impact while serving as state-of-the-art home fields for three local high schools. We also found that we were communicating with our customers virtually and our hotels/venues & attractions had to welcome this into their facilities. This, along with social distancing changed all room capacities and new AV equipment had to be purchased at some of our hotels, venues & attractions. S A L E S P E R F O R M A N C E F Y 2 0 / 2 1 Association /Corporate Sports SMERF (Social, Medical, Education, Religious, Fraternal) 47 % 24 % 29 % L E A D S G E N E R A T E D 148 for 33,381 Room nights* 20 leads for 2020 5,353 ROOM NIGHTS 59 leads for 2021 12,230 ROOM NIGHTS 1 lead for 2022 208 ROOM NIGHTS 1 lead for 2023 613 ROOM NIGHTS L E A D S T U R N E D D E F I N I T E 81 for 18,404 Room nights

* Focused on Sports, Wedding & Reunion groups as they are booking short term events

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