DALLAS TPID TOWN HALL MEETING - Dallas Tourism Public ...
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DALLAS TPID
TOWN HALL MEETING
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
BACKGROUND &
MISSION
Greg White Fred Euler
Chairman of the Board Executive Director
Dallas Tourism Public Dallas Tourism Public
Improvement District Improvement District
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
BACKGROUND & MISSION
•Dallas Tourism Public Improvement District Corporation
•City of Dallas
•VisitDallas
•Board of Directors
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
ARTS & EVENTS INCENTIVES
Elevating ideas. Enriching lives.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
EVENT INCENTIVE FUND
•7.5% of the Dallas TPID
budget supports arts and
cultural events, both big
and small, through
dedicated funding.
•To date, $8,072,482 has
been awarded to Dallas Arts
& Culture organizations
since the program began in
FY2013 & 557 applications
have been processed.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
Cultural Tourism Committee
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
Program Guidelines
• Applicants/Events limited to $25,000 annually
• Events receiving other DTPID funds are ineligible
• Events must benefit DTPID participant hotels
• Events must take place in Dallas City limits
• Events must be open to the public
• Events must generate a minimum of 30 hotel rooms nights
• Events cannot be primarily a fundraiser or gala; a fundraising
component is okay
• Non-profit entities eligible for up to 50% of approved funding
up front, up to six months in advance of the first event day
• Demonstrate intent to retain or bring additional out-of-town
visitors to Dallas
• Expos/Conventions are not eligible for the event
incentive fund
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
New for Fiscal Years
2020/2021 & 2021/2022
• Applicants/Events limited to $25,000 annually
• Applications for FY2020/2021 have closed
• Applications for FY2021/2022 will open July 1st, 2021
• Funding remains first come, first served
• Pre-payments will be made no more than 6 months in
advance of the 1st event day for qualifying nonprofit
organizations
• 5 High resolution digital photos of the DTPID funded event(s)
that we have the legal right to use at no additional cost and
without further authorization on our website, marketing
pieces, annual report and within our digital storage for other
promotional & informational use are required as part of your
post event reporting
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
EVENT INCENTIVE FUND
Applications
https://www.dallastpid.com
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
How to Apply:
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Applying:
Contact Information
Sponsoring Organization
Information
Event Information
*Event Name
*Event Dates
*Event Location
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Applying:
1. Hotel Booking
Code:
The use of a hotel
booking code used by
attendees to book
hotel rooms will
generate a hotel room
night count.
After the event, you
will submit a hotel
pick-up report with
your post event
paperwork.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Applying: 2. Ticket Sales:
Using the estimated
total number of tickets
sold outside of the
Dallas Metropolitan
Statistical Area
multiplied by 0.6 will
equal hotel room night
count.
After the event, you
will submit ticket
report with your post
event paperwork.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Applying: 3. Total Attendance:
Using the estimated
total number of
attendees multiplied
by 0.09 will equal
hotel room night
count.
After the event, you
will submit an
attendance report
with your post event
paperwork.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020To calculate your Anticipated
Let’s Do the Math:
number of Hotel Room Nights:
• Choose your Estimation
Choice: Booking Code, Ticket
sales or Attendance
• Multiplied by Average Hotel
Rate (for 2022 use $168 per
night or your Booking Code
Rate) to get Total Revenue
• Divide Total Revenue by 10 to
get the 10:1 required ROI =
Maximum Eligible DTPID
Amount
Hotel Room Nights x Avg. Hotel
Rate =
Total Revenue ÷ 10 (for ROI) =
$$$ Maximum Eligible TPID
Amount
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020How to Apply:
In this example, the
total attendance is
estimated to be
10,000.
10,000 x 0.09 = 900
total room nights
900 x $168 = 151,120
151,120 ÷ 10 (for
ROI) = $15,120
maximum eligible
funding
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020How to Apply:
Event Budget is your
total event budget for
the program. In this
example, the event
budget is $200,000.00
and DTPID Funding is
7%.
DTPID Funding
Categories is how you
plan to spend the DTPID
award, or in this case,
$15,120.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020How to Apply:
Brief Event Description
is your opportunity to
tell us about your
program.
Describe how the DTPID
funds will be used to
increase attendance.
This is a great place to
provide an overview of
your marketing strategy
and talk about where
you will be marketing
the event outside of
DFW to bring in visitors.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020What Happens Next:
• Application goes through a review process.
• Once an application is approved, you will receive an email outlining
the requirements in order to receive funding
• Send in a W9 & ACH form
• Invoice if you qualify for upfront funding as a non-profit
organization
• Part of the agreement for DTPID funding is that you will treat this
financial support with benefits equal to any other equivalent
sponsor. Please use the DTPID logo where applicable & provide this
as ”proof of performance” after the event.
• All versions of the Dallas Tourism Public Improvement logo are
available at https://www.visitdallas.com/meeting-
planners/promote/index.html
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Events Calendar:
Post your event to our VisitDallas Website for additional free
exposure: https://www.visitdallas.com/things-to-do/submit-event.html
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Advertising:
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Event Signage:
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Social Media:
DTPID logo in digital media (website, email, social media)
Recognition on event FAQ page, featured on
the Zoo’s website and sent via email to 82,467
subscribers
Facebook event reached 211,000 with 12,800 responses
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Post Event Reporting:
Submit your post event form
online: https://dallastpid.com/forms/
Email your supporting documents:
• Attendance calculation methodology/reporting
• Or Registration/ticket sales report
• Or Hotel pick-up report
• Proof of performance piece showing where you used the
DTPID Logo
Upload:
5 High resolution digital photos of the DTPID funded
event(s) that we have the legal right to use at no additional
cost and without further authorization on our website,
marketing pieces, annual report and within our digital
storage for other promotional & informational use are
required as part of your post event reporting.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Cancelation Policy Update:
• If an approved event changes dates and/or location, the
organization is required to notify us of any changes.
• If an approved event is rescheduled to the next fiscal year,
organizations will be allowed to keep the pre-payment and apply it
to next year’s event. The group is not required to re-apply for
funding; however the pre-payment is counted toward the total
award an organization is eligible for in the year the event takes
place. Post-event paperwork will be required after the event.
• If an event is rescheduled beyond the next fiscal year, the group will
need to reapply for funding.
• If an event cancels and is not rescheduled, any pre-payment will be
applied to future event(s) the organization applies for
DTPID funding.
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020Questions? DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020
Marketing & Promotions
LEISURE TARGET AUDIENCES
Family Funners Getawayers Multi-Genners
• Age 35-44 • Age 45-54 • Age 55-69
• Married • Married • Married
• Children ages 3-9 • Teenage or 18+ children • Adult children and
• Bachelor's degree or • Bachelor's degree or grandkids
higher higher • Bachelor's degree or
• Family-friendly • Freedom for long weekends higher
• Most likely to make • Good food, shopping, arts • Active vacation
repeat visits • Largest potential
audience
• Group size impactful
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2021LEISURE TARGET MARKETS
Tier One Tier Two Tier Three Tier Four
• Austin • Tyler-Longview • Beaumont • Laredo
• Houston • Sherman/Ada • Alexandria • Harlingen
• Oklahoma City • Waco/Temple/Bryan • Victoria • Joplin
• Tulsa • Abilene/Sweetwater • Lake Charles • Lafayette
• Lubbock • Wichita Falls/Lawton • Corpus Christi • Birmingham
• San Angelo • Shreveport • Wichita • Baton Rouge
• Midland-Odessa • Amarillo • Jackson • El Paso
• Monroe • Memphis
• San Antonio • New Orleans
• Fort Smith/NW AR • Meridian
• Little Rock • Greenwood
• Topeka
• Kansas City
• Albuquerque
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2021MARKETING
• Leisure and Trade
• Includes digital, print, broadcast, and OOH components
• Data-based targets and strategies
• May through end of year
• Regional a key focus in leisure buy, with national retargeting
• Trade starts in May, ramps up as we progress through summer and fall
• Focus on telling the full story of Dallas
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020MARKETING
Additional Initiatives
• Digital content a key strategy and priority
o Web traffic shows the results
o Organic almost to pre-pandemic levels
o Website, blogs, social channels
o SEO, SEM, and paid social
• Why Dallas Now
o Open for Business Announcement, March, Group/MICE
o Two variations – general and hotel/property
• Arts Video Series Launching end of June
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020D-TOUR
Campaign
STAYCATION / ROAD TRIP
https://www.visitdallas.com/brandfolder.htmlThank you for attending our DTPID Town Hall Webinar
DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT | COPYRIGHT 2020You can also read
