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Atlanta Lodging Outlook Seminar

Atlanta Lodging Outlook Seminar. Education, Networking, and Scholarship. Agenda. History of Atlanta Lodging Outlook Purpose Program Format Shared Responsibilities and Logistics Attendance Breakdown Revenue and Expense Summary Lessons Learned. History of Atlanta Lodging Outlook.

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Atlanta Lodging Outlook Seminar

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  1. Atlanta Lodging Outlook Seminar Education, Networking, and Scholarship

  2. Agenda • History of Atlanta Lodging Outlook • Purpose • Program Format • Shared Responsibilities and Logistics • Attendance Breakdown • Revenue and Expense Summary • Lessons Learned

  3. History of Atlanta Lodging Outlook • First Atlanta Lodging Outlook Seminar in 1998 • Held every year since except 1999 InterContinental Hotel Buckhead Grand Hyatt Buckhead

  4. Purpose for Attendees and for CHS-GA Chapter • Attendees • Providing hotel managers / owners with the local market information to aid them in preparing their budgets and marketing plans for the upcoming year • Networking • Offering insight on current industry topics • CHS – GA Chapter • Fundraising for chapter scholarship • Providing educational forum to local lodging market • Promoting the Cornell Hotel School brand • Involving local students from Georgia State University’s hospitality program

  5. Part I of Seminar Program: Panel vs. Keynote Speaker • Topical Panels (3 to 4 industry experts) • Development / Operations / Asset Management mixed panel • Yield / Revenue Management • Human Resources – Union Labor Contracts • Risk Management / Disaster Preparation • Keynote Speakers • Georgia Governor Roy Barnes • Stevan Porter, President of InterContinental Hotels Group • Horst Schulze, President and CEO of The West Paces Hotel Group • Dean Michael Johnson, Cornell University School of Hotel Administration

  6. Part II of Seminar Program: Forecast Presentations • Forecast Presentations (Constant) • Economic Outlook • Tourism and Convention Outlook • Lodging peformance metrics – historical and forward looking

  7. Faculty Dean Michael Johnson Cathy Enz Jack Corgel Gary Thompson Bruce Tracey Alumni Mark Woodworth Dave Neises Dick Stormont Keith Barr Tom Arasi Larry Hall Lew Fader Tim Dick Previous Cornell Faculty and Alumni Participation

  8. Shared Responsibilities and Logistics • CHS-GA • Programming and Speakers • Hotel Arrangements • Marketing to groups such as AAHOA, HSMAI, MPI, Regional Brand Offices • Registration – advance and onsite • Finances • Media coverage • GHLA / ACVB • Mass marketing to members – hotel and non-hotel • Alumni Office • Banners, nametags, speaker gifts • Processing of “at door” credit cards • Marketing on CHS national website

  9. Increasing attendance from 100 attendees in 1998 to over 330 in 2007

  10. Revenue and Expense Breakdown • Revenue • Registration Fees $14,000 • Expenses: • Hotel $5,750 • AV $1,500 • Misc $ 250 • TOTAL $ 7,500 • Net Proceeds $ 6,500 • $5,000 towards CHS GA Chapter Scholarship • Remaining Balance for Chapter events and expenses

  11. Lessons Learned • Critical Path to Success • The DATE!!! • Book hotel ballroom space early • Select format / topic….keynote speaker or industry panel • Marketing blitz • Online payment operational • Success Factors • Affordable • Two hour commitment • Central location • Elbow room and hot coffee • Online registration • Complimentary forecast summary provided by ACVB and PKF

  12. Questions

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