51st ICCA Congress    Models for Structuring City    Convention Bureaux and Other    Marketing Organizations    Tuesday 23...
Tourism Toronto              –Toronto Convention and Visitors Association                             Alice Au            ...
TORONTO, ONTARIO, CANADA                                                    Located on the shores                         ...
History and Funding• 1926 – Toronto Convention & Tourist Bureau  was formed as a not-for-profit co-operative  marketing/sa...
History and Funding• 1986 – TT incorporated as a non-profit  association as the Metro Toronto  Convention & Visitors Assoc...
Structure & Role of Tourism Toronto• 1995-1998, grant level diminished from  $6.17M to $4.31M• January, 2000 – City’s Econ...
Tourism Toronto Name Change• 1998 – Amalgamation of the City of  Toronto with 5 boroughs resulted in  MTCVA’s name change ...
Former Governance• Report to 42 member Board of Directors, including  7 members of City Council / Mayor served as  Honorar...
Private Sector Funding Support• Since the end of 2003, the City ceased to  provide financial grants to Tourism Toronto• Ea...
Private Sector Funding Support• DMF agreement renewable every 3 years• TT became 100% funded by industry  (private sector)...
Disaster Management• By end of 2004, TT had a staff of 70  focusing on business development from all  markets and hoped to...
Return to Public / Private Funding• In July 2010, the Provincial Government  amalgamated the tax system to Harmonized  Sal...
Public/Private Sector Partnership• Tourism Toronto has a membership of over  1200 members from the hospitality &  tourism-...
Tourism Toronto’s Current Structure• Staff of 80 reports to a 22 member Board  of Directors drawn from broad spectrum of  ...
Tourism Toronto TeamOrganizational Chart                                Deployment 2012International Congress and Conventi...
MC&IT Sales & Measurement• Quarterly sales advisory committee  meetings with our hotels and convention  centres help us as...
Pro’s & Con’s with our funding modelCON’s•Unpredictable funding support from theGovernment impedes long term planningPRO’s...
51st ICCA Congress    Thank    you!International Congress and Convention Association.                                     ...
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Models For Structuring City Convention Bureaux And Other Marketing Organizations (Part 2) #ICCA12 TUESDAY 23/10/2012

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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

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  • Models For Structuring City Convention Bureaux And Other Marketing Organizations (Part 2) #ICCA12 TUESDAY 23/10/2012

    1. 1. 51st ICCA Congress Models for Structuring City Convention Bureaux and Other Marketing Organizations Tuesday 23 Oct 11:00International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12
    2. 2. Tourism Toronto –Toronto Convention and Visitors Association Alice Au Director of Sales, International Meetings & EventsInternational Congress and Convention Association.Twitter: #ICCA12
    3. 3. TORONTO, ONTARIO, CANADA Located on the shores of Lake Ontario Major air travel hub to Canada & the US Population: 5.5 million in Greater Toronto Region Annual visitors: 26 million Economic Impact: $4.4 BillionInternational Congress and Convention Association.Twitter: #ICCA12
    4. 4. History and Funding• 1926 – Toronto Convention & Tourist Bureau was formed as a not-for-profit co-operative marketing/sales & visitor services organization by the Hotel Association of Toronto and the Toronto Board of Trade• Initial Funding Model – Public/Private• City provided grants to TT for destination marketing services ($600,000)• TT staff of (3)International Congress and Convention Association.Twitter: #ICCA12
    5. 5. History and Funding• 1986 – TT incorporated as a non-profit association as the Metro Toronto Convention & Visitors Association (known as Tourism Toronto) representing 750 member organizations• 1988 - City of Toronto grant reached a high of $10MInternational Congress and Convention Association.Twitter: #ICCA12
    6. 6. Structure & Role of Tourism Toronto• 1995-1998, grant level diminished from $6.17M to $4.31M• January, 2000 – City’s Economic Development & Parks Committee recommended grant increase to $4.5MTourism Toronto reconfirmed our mandate:• Destination Marketing Services• Advertising, promotion & media service• Visitor information• Market ResearchInternational Congress and Convention Association.Twitter: #ICCA12
    7. 7. Tourism Toronto Name Change• 1998 – Amalgamation of the City of Toronto with 5 boroughs resulted in MTCVA’s name change to the Toronto Convention & Visitors Association (TVCA or Tourism Toronto)• TT charged to market the entire Greater Toronto regionInternational Congress and Convention Association.Twitter: #ICCA12
    8. 8. Former Governance• Report to 42 member Board of Directors, including 7 members of City Council / Mayor served as Honorary Chair• Performance measures determine funding commitments each year• Annual Marketing & Business Plan submission to City Council• Semi-annual briefing by TT’s President to Council on the state of tourism industry• Annual audited statement by chartered accountant to City’s standards & practices International Congress and Convention Association . Twitter: #ICCA12
    9. 9. Private Sector Funding Support• Since the end of 2003, the City ceased to provide financial grants to Tourism Toronto• Early 2003 - Due to the SARS pandemic that spread from HK to 37 countries, Toronto’s business & tourism industry badly affected with massive layoffs in hotel sector• Tourism Toronto and the GTHA rallied support of the hotel community – agreed to establish the DMF – destination marketing fee (3% room levy) collected by the GTHA International Congress and Convention Association . Twitter: #ICCA12
    10. 10. Private Sector Funding Support• DMF agreement renewable every 3 years• TT became 100% funded by industry (private sector) 90% of which comes from DMF / Balance from fixed rate membership dues per category• TT’s budget increased from $7M to $25M Major restructuring & increased staff to 55• TT maximized financial contributions from & partnerships with private sector to cover cost of co-operative marketing activitiesInternational Congress and Convention Association.Twitter: #ICCA12
    11. 11. Disaster Management• By end of 2004, TT had a staff of 70 focusing on business development from all markets and hoped to recover from the damage to the convention and tourism industry• Much effort put into marketing and media relations to manage desired outcome of an enhanced public perspective of our multicultural cityInternational Congress and Convention Association.Twitter: #ICCA12
    12. 12. Return to Public / Private Funding• In July 2010, the Provincial Government amalgamated the tax system to Harmonized Sales Tax (HST 13%)• DMF ceased to exist as the Province took ownership of the DMF and controlled the funding to TT• TT’s funding returned to (Public/Private) Government (92% - $28.5M out of a budget of $31M) / Industry (8% or $2.5M)International Congress and Convention Association.Twitter: #ICCA12
    13. 13. Public/Private Sector Partnership• Tourism Toronto has a membership of over 1200 members from the hospitality & tourism-related organizations• HQ’d in Toronto with offices in Mississauga, Ottawa, Chicago & Washington DC• TT’s Partners include the Greater Toronto Hotel Association, City of Toronto, Ontario Ministry of Tourism & Culture, Canadian Tourism Commission, City of Mississauga, City of Brampton, Air Canada & Via Rail International Congress and Convention Association . Twitter: #ICCA12
    14. 14. Tourism Toronto’s Current Structure• Staff of 80 reports to a 22 member Board of Directors drawn from broad spectrum of Greater Toronto’s tourism industry, Municipal & Provincial Government• Focus on driving business tourism, conventions, special events and leisure trade sales• Extensive consumer marketing campaigns and media relations program in key cities to drive visitors to our urban escapeInternational Congress and Convention Association.Twitter: #ICCA12
    15. 15. Tourism Toronto TeamOrganizational Chart Deployment 2012International Congress and Convention Association.Twitter: #ICCA12
    16. 16. MC&IT Sales & Measurement• Quarterly sales advisory committee meetings with our hotels and convention centres help us assess the need periods and in turn direct our sales focus to meet the targeted needs• In 2011, the MC&IT sales team secured 526,554 total room-nights in future bookings, with a projected direct visitor spend of approximately $326 million which will support 242,000 jobs in our hospitality & related industryInternational Congress and Convention Association.Twitter: #ICCA12
    17. 17. Pro’s & Con’s with our funding modelCON’s•Unpredictable funding support from theGovernment impedes long term planningPRO’s•Creates ongoing communication channelbetween the bureau and the hospitalitycommunity and encourage partnership tobuild towards mutual successInternational Congress and Convention Association.Twitter: #ICCA12
    18. 18. 51st ICCA Congress Thank you!International Congress and Convention Association. Session sponsored by:Twitter: #ICCA12

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