CONVENTION CENTRES OF CANADA
2012 BENCHMARKING RESULTS
Convention Centres of Canada
June 2013
Halifax
Source: HLT Advisory Inc. based on
Convention Centre survey data.
1
CURRENT SAMPLE
Calgary
Penticton
Edmonton (Expanded)
Prince George
Fredericton (New)
Quebec City
Halifax
Regina
Hamilton
Saskatoon (Expanded)
London
Toronto
Montreal
Vancouver (Expanded)
Nanaimo (New)
Victoria (Expanded)
Niagara Falls (New)
Whistler
Ottawa (New/Expanded)
Winnipeg
2
Source: HLT Advisory Inc. based on Convention Centre survey data.
SURVEY FOCUS
•
•
•
•
Venue characteristics
Event load/volume/type
Revenue
Operating Costs
• Detail on convention events by delegate range
• Added section on “Success Measures” asking:
o How success is measured?
o When economic impact was last publicly released?
o What was the economic impact, direct spending, and tax
• Facility groupings by M+C volume
3
Source: HLT Advisory Inc. based on Convention Centre survey data.
CONVENTION CENTRE GROUPINGS
Group 1
<$3M (M&C)
Group 2
Group 3
$3M-$15M (M&C) >$15M (M&C)
Fredericton
Calgary
Montreal
London
Edmonton
Toronto
Nanaimo
Halifax
Vancouver
Penticton
Niagara Falls
Prince George
Ottawa
Regina
Quebec City
Saskatoon
Victoria
Winnipeg
4
Source: HLT Advisory Inc. based on Convention Centre survey data.
EVENT REVENUE
BY EVENT
“SAME STORE”
Meetings
15.1%
2011- 13.9%
Consumer
Shows
10.0%
2011- 10.2%
TYPE
All Other
Events
5.4%
2011- 6.2%
Food and
Beverage
21.5%
2011- 21.7%
Conventions/
Conferences
41.7%
2011- 41.2%
Trade Shows
6.2%
2011- 6.7%
2012- $207.9 Million
2011- $210.6Million
2010- $204.3 Million
5
Source: HLT Advisory Inc. based on Convention Centre survey data.
INCREASE (DECREASE) IN GROSS EVENT REVENUE
TYPE ($000S) “SAME STORE”
$6,000
2010/2011
BY
EVENT
$5,059
2011/2012
$4,000
$2,543
$2,000
$0
$(8)
$1,588
$2,721
$2,052
$(633)
$(978)
$(1,182)
-$2,000
$2,559
$(1,937)
-$4,000
-$6,000
-$8,000
$(8,222)
-$10,000
Conventions
Trade
Shows
Consumer
Shows
Meetings
Source: HLT Advisory Inc. based on Convention Centre survey data.
Food and
Beverage
All Other
Events 6
AND OCCUPANCY
$MILLIONS/%OCCUPANCY
$250
Fredericton, Niagara, Ottawa, Vancouver
TRENDS
$237
$241
65%
Nanaimo, Penticton, Regina, Saskatoon
$208
Gross Event Revenue
Gross Event Revenue (millions)
$200
60%
Utilization % (Ex/Mtg/Ball)
$178
$156
$154
$140
$150
$125
55%
52.9%
50.2%
$100
50%
45.1%
$50
44.1%
44.1%
44.9%
45.4%
45%
40.9%
$-
Utilization % (exhibit halls, meeting rooms, ballrooms)
EVENT REVENUE
40%
2005
2006
2007
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
7
CONVENTION ACTIVITY BY NUMBER OF ATTENDEES
Attendees:
Group 1
#
%
Group 2
#
%
Group 3
#
%
Total
#
%
<200
41
35%
29
9%
-
0%
70
12%
200-500
51
43%
114
35%
5
12%
180
32%
500-1,000
15
13%
108
33%
5
29%
158
28%
1,000-1,500
10
9%
49
15%
9
16%
78
14%
1,500-3,000
1
1%
16
5%
20
17%
37
7%
3,000-5,000
-
0%
3
1%
15
12%
18
3%
5,000-10,000
-
0%
4
1%
9
7%
13
2%
10,000+
-
0%
1
0%
8
7%
9
2%
Total Conventions
118 100%
324 100%
121 100%
563 100%
8
Source: HLT Advisory Inc. based on Convention Centre survey data.
NUMBER AND SIZE OF CONVENTIONS
60
Ottawa
Vancouver
# of Convention Events
50
Quebec City
Victoria
London
40
Toronto
Saskatoon
Edmonton
Calgary
30
Nanaimo
Montreal
Winnipeg
Regina
Niagara Falls
20
$383,047
Group
3
Prince George
Fredericton
Penticton
10
Group
$88,9542
Group
$62,3371
$-
$50
$100
$150
$200
$250
$300
$350
$ per Convention ($000s)
Source: HLT Advisory Inc. based on Convention Centre survey data.
$400
$450
$500
9
2012 MEETINGS
Convention
Centre
AND CONVENTION
GROUP 1
Total
Revenue
($000s)
REVENUE
M&C
Revenue
($000s)
M&C
Revenue as
% of Total
Regina
$6,235
$2,636
42.3%
London
$4,544
$2,249
49.5%
Fredericton
$1,828
$1,209
66.1%
Nanaimo
$1,697
$527
31.1%
Penticton
$1,554
$519
33.4%
Prince George
$1,287
$504
39.1%
10
Source: HLT Advisory Inc. based on Convention Centre survey data.
2012 MEETINGS
Convention
Centre
AND CONVENTION
GROUP 2
Total
Revenue
($000s)
REVENUE
M&C
Revenue
($000s)
M&C
Revenue as
% of Total
Ottawa
$20,337
$13,946
68.6%
Calgary
$21,370
$13,341
62.4%
Quebec City
$16,425
$12,797
77.9%
Edmonton
$15,332
$7,194
46.9%
Saskatoon
$11,286
$4,598
40.7%
Victoria
$5,118
$4,170
81.5%
Niagara Falls
$4,784
$3,669
76.7%
Winnipeg
$9,372
$3,371
36.0%
Halifax
$6,166
n/s
n/s
11
Source: HLT Advisory Inc. based on Convention Centre survey data.
2012 MEETINGS
Convention
Centre
AND CONVENTION
GROUP 3
Total
Revenue
($000s)
M&C
Revenue
($000s)
REVENUE
M&C
Revenue as
% of Total
Toronto
$47,580
$26,106
54.9%
Vancouver
$37,039
$23,698
64.0%
Montreal
$29,067
$16,454
57.6%
12
Source: HLT Advisory Inc. based on Convention Centre survey data.
CONVENTION AND MEETINGS PERFORMANCE - BY GROUP
Group 1
# of Conventions
Median
Median $/Convention
# of Meetings
Median
Median $/Meeting
Group 2
Group 3
7 - 42
24 - 57
31 - 51
18
31
39
$51,009
$161,564
$383,047
45 – 338
23 – 558
183 - 311
155
278
242
$2,513
$9,185
$24,597
13
Source: HLT Advisory Inc. based on Convention Centre survey data.
2012 UTILIZATION AND REVENUE PER SQ.FT.- BY GROUP
Group 1
Total Rentable SQ. FT.
Group 2
Group 3
527,672
948,942
1,373,315
Average
87,945
105,438
457,772
Average Utilization
31.5%
46.5%
49.1%
25.7%43.8%
30.9%68.8%
43.3%52.4%
$61
$126
$83
$17-$105
$53-$223
$79-$88
$192
$262
$172
$63-$358 $125-$418
$154-$203
Range
Avg. $/SQ. FT.
Range
Avg. $/Rented SQ. FT.
Range
14
Source: HLT Advisory Inc. based on Convention Centre survey data.
EXHIBIT/MEETING/BALLROOM SPACE UTILIZATION TRENDS
GROUP 1
100%
High
Average
Low
80%
60%
40%
20%
0%
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
15
EXHIBIT/MEETING/BALLROOM SPACE REVENUE TRENDS
GROUP 1
$500
Average $/Sq.Ft.
Average $/Rented Sq. Ft.
$400
$242.8
$238.4
$300
$191.5
$174.1
$170.1
$200
$100
$52.3
$45.5
$55.5
$59.4
$60.8
2011
2012
$0
2008
2009
2010
16
Source: HLT Advisory Inc. based on Convention Centre survey data.
EXHIBIT/MEETING/BALLROOM SPACE UTILIZATION TRENDS
GROUP 2
100%
High
Average
Low
80%
60%
40%
20%
0%
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
17
EXHIBIT/MEETING/BALLROOM SPACE REVENUE TRENDS
GROUP 2
$500
Average $/Sq.Ft.
$400
Average $/Rented Sq. Ft.
$261.8
$261.4
$241.3
$265.5
$235.5
$300
$200
$127.2
$112.9
$112.7
$111.5
$125.8
$100
$0
2008
2009
2010
2011
2012
18
Source: HLT Advisory Inc. based on Convention Centre survey data.
EXHIBIT/MEETING/BALLROOM SPACE UTILIZATION TRENDS
GROUP 3
100%
High
Average
Low
80%
60%
40%
20%
0%
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
19
EXHIBIT/MEETING/BALLROOM SPACE REVENUE TRENDS
GROUP 3
$500
Average $/Sq.Ft.
Average $/Rented Sq. Ft.
$400
$300
$187.4
$163.3
$168.4
$180.3
$171.5
$200
$101.5
$100
$88.2
$74.5
$91.1
$83.3
$0
2008
2009
2010
2011
2012
20
Source: HLT Advisory Inc. based on Convention Centre survey data.
EVENT REVENUE (TO CENTRE) COMPOSITION BY GROUP
Type of Revenue
Space Rental
All Other Event
Revenue
Total
Group 1
Group 2
Group 3
21.1%
29.7%
29.8%
78.9%
70.3%
70.2%
100.0%
100.0%
100.0%
21
Source: HLT Advisory Inc. based on Convention Centre survey data.
TOTAL GROSS REVENUE BY EVENT TYPE – GROUP 1
$10
Conventions/Conferences
Trade Shows
$8
Consumer Shows
Meetings
Food and Beverage
All Other Events
$Millions
$6
$4
$2
$0
2009
2010
2011
2012
22
Source: HLT Advisory Inc. based on Convention Centre survey data.
TOTAL GROSS REVENUE BY EVENT TYPE – GROUP 2
$50
Conventions/Conferences
Consumer Shows
Food and Beverage
Trade Shows
Meetings
All Other Events
$Millions
$40
$30
$20
$10
$0
2007
2008
2009
2010
2011
2012
23
Source: HLT Advisory Inc. based on Convention Centre survey data.
TOTAL GROSS REVENUE BY EVENT TYPE – GROUP 3
$70
Conventions/Conferences
Trade Shows
$60
Consumer Shows
Meetings
$50
Food and Beverage
All Other Events
$Millions
$40
$30
$20
$10
$0
2007
2008
2009
2010
2011
2012
24
Source: HLT Advisory Inc. based on Convention Centre survey data.
YEAR-ON-YEAR AVERAGE OPERATING COSTS % CHANGE
20%
18.8%
15%
13.1%
10.7%
10%
5%
8.4%
3.8%
3.5%
5.6%
3.9%
4.0%
0.7%
0%
-1.8%
-5%
-0.9%
-3.2%
-3.5%
-4.5%
-5.3%
-3.9%
-10%
-12.7%
-15%
Group 1
Group 2
Group 3
-20%
2007
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
25
YEAR-ON-YEAR FOOD AND BEVERAGE REVENUE % CHANGE
30%
25%
22.0%
20%
16.3%
15%
16.7%
13.4%
9.8%
10%
6.7%
5%
2.6%
2.1%
1.8%
7.5%
4.6% 5.4%
2.2%
0%
-0.7%
-5%
-10%
-2.8%
-8.0%
-7.4%
-15%
-20%
-18.9%
-25%
-30%
Group 1
2007
Group 2
2008
Group 3
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
26
SALES AND MARKETING SPENDING - BY GROUP
Group 1
Avg. S&M Spending
Group 2
Group 3
$336,475
$1,063,717
$2,966,929
$30k$797k
$465k$2.10m
$2.50m$3.38m
$285,311
$901,884
$3,022,778
S&M Spending as % Event
Revenue
11.8%
8.4%
7.8%
Range
2.3%19.7%
3.0%18.8%
6.8%10.4%
Median
13.1%
9.3%
7.1%
Range
Median
27
Source: HLT Advisory Inc. based on Convention Centre survey data.
YEAR
ON
YEAR CHANGE IN MARKETING SPEND
GROSS REVENUE – GROUP 1
AND
TOTAL
30%
20%
12.0%
10.8%
10%
3.8%
4.8%
4.5%
3.5%
0%
-0.5%
-0.6%
-1.2%
-4.2%
-6.1%
-7.8%
-10%
% Change in Marketing Spend
-20%
% Change in Total Grossed Up Revenue
-30%
2007
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
28
YEAR
ON
YEAR CHANGE IN MARKETING SPEND
GROSS REVENUE – GROUP 2
AND
TOTAL
30%
24.0%
20%
16.0%
15.6%
12.4%
10%
9.3%
1.8%
0%
2.2%
0.2%
0.0%
-1.3%
-5.4%
-10%
-12.1%
-20%
% Change in Marketing Spend
% Change in Total Grossed Up Revenue
-30%
2007
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
29
YEAR
30%
ON
YEAR CHANGE IN MARKETING SPEND
GROSS REVENUE – GROUP 3
AND
TOTAL
% Change in Marketing Spend
% Change in Total Grossed Up Revenue
19.8%
20%
16.4%
16.3%
9.2%
10%
6.1%
0.9%
0.2%
0%
-3.3%
-10%
-6.6%
-7.0%
-14.4%
-20%
-21.4%
-30%
2007
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
30
YEAR
ON
YEAR CHANGE IN PAYROLL AS %
REVENUE – BY GROUP
OF
TOTAL GROSS
30%
Group 1
Group 2
Group 3
19.7%
20%
12.2%
8.3%
10%
9.5%
5.7%
0%
-0.8%
-2.6%
-6.5%
-1.5%
-0.2%
-5.0%
-10%
-8.3%
-12.2%
-12.8%
-6.8%
-12.8%
-11.4%
-20%
-21.2%
-30%
2007
2008
2009
2010
Source: HLT Advisory Inc. based on Convention Centre survey data.
2011
2012
31
SUCCESS MEASURES
Group 1
(6 Centres)
By Group.
Venue Revenue
5
Venue operational profit/loss
6
Total number of events
4
Total number of visitors
5
Hotel Rooms and Occupancy
3
Hotel gross sales or profit
-
Econ. impact/direct spending
6
Visitor-related tax revenues
1
Proprietary event
3
Public Relations -
4
Group 2
Group 3
(9 Centres) (3 Centres)
8
9
6
6
5
1
8
2
4
2
3
3
2
2
1
3
2
2
32
Source: HLT Advisory Inc. based on Convention Centre survey data.
DIRECT SPENDING AND ECONOMIC IMPACT
Number of Convention (Range)
Direct Spending (Range)
Average Direct
Spending/Convention
Economic Impact (Range)
Average Economic
Impact/Convention
Group 1
(6 Centres)
Group 2
(9 Centres)
Group 3
(3 Centres)
7-42
24-57
31-51
$18.6M-$39.0M
$5.0M-$101.1M
$355.3M-$422.0M
$1,785,714
$1,464,600
$8,893,497
$3.8M-$95.9M
$6.0M-$105.0M
$181.9M-$371.5M
$2,310,448
$1,709,947
$7,367,098
33
Source: HLT Advisory Inc. based on Convention Centre survey data.
QUESTIONS???
34
Source: HLT Advisory Inc. based on Convention Centre survey data.