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FY 2010/2011 Budget Summaries <br />Marketing Activities: <br />Forecasted FY 2009/2010 1,638,031 <br />FY 2010/2011 2,046,364 <br />Allocated Marketing Expenses: <br />• For FY 2010/2011 the CCTA budget has pre-allocated expenditures of $941,862 or 46% <br />of the total Marketing expense. These allocations include: <br />1. Sports Development 10% of Occupancy Tax - $331,862 <br />2. Charlotte Motor Speedway - $510,000 <br />3. Cabarrus Arena - $100,000 <br />Market Groups <br />The CCTA Marketing Activities are divided into three groups: <br />1. Group Market -Includes Corporate, Sports, Associations, SMERF, and Travel Trade <br />2. Leisure -Markets to the transient leisure traveler <br />3. Bureau -Includes all items that are of benefit for the entire organization including <br />CCTA organizational dues and subscriptions, corporate communications, <br />marketing agreements, development, and web technology. <br />Group Markets: <br />• As part of the CCTA's initial research all hotels were surveyed in January 2010 asking <br />them which markets they wanted the staff to focus on in the coming budget year. In <br />addition, the staff of the CCTA met with hotel staff and discussed which markets they <br />were focused on so there was not a duplication of effort. Based on the feedback it was <br />determined that the CCTA staff should focus their efforts and expenditures in the <br />following order: Corporate/SMERF/Sports/Group Tour/Association <br />The 2010-2011 Fiscal Sales Budget is 48 % less than the 2009-2010 fiscal year budget <br />due primarily to the costs associated with the ITU Event in October 2009 and the USA <br />Volleyball Event in June 2010. These two events alone have reduced the sports <br />marketing budget by $150,000. Also, a new ROI formula will be introduced that should <br />reduce sponsorship and bid fee expenses significantly while allowing the CCTA to better <br />measure ROI. In addition, the emphasis on personal relationships in the selling process <br />will continue with strong participation in industry tradeshows and events. <br />• Due to a poor response to some advertising initiatives in specific markets, there will be a <br />decrease in the advertising budgets of those markets. <br />Attachment number 1 <br />F-1 Page 61 <br />