Jul 10, 2025 Visit Boerne Advisory Board

RIGHT, LET'S, UH, GET STARTED.

BUT, UH, YOU LIVED OUT IN THIS AREA FOR QUITE A WHILE AND WAS GOING INTO SAN ANTONIO FOR MANY, MANY YEARS.

AND THIS OPPORTUNITY CAME UP AND HE IS DOING A GREAT JOB AT THE HANDSMAN.

WE'VE ALWAYS BEEN, UH, WORKED WELL WITH HAMPTON IN AND GOT ALONG WITH THEM.

AND, UH, I THINK OUR FIRST MEETING I SAID, HEY, IF A BOARD POSITION CAME UP, WOULD YOU LOVE TO? HE SAID, YES, ABSOLUTELY.

SO HERE HE IS.

SO WELCOME ABOARD.

GLAD TO BE HERE.

THANK YOU.

THANK YOU FOR BEING HERE, FOR HAVING, AND, AND THANK YOU, LARRY.

MY APOLOGIES, TODD.

NO WORRIES.

THAT'S ALL RIGHT.

CAUGHT UP IN THE MOMENT, MAN.

, I APPRECIATE YOU.

ALL

[a. Fair Market Share Reports - Hill Country Competitive Set 4th Qtr. Ended 12/31/2024 and Comparative to 12/31/2023 YE 12/31/2024 and Comparative to YE 12/31/2023 1st Qtr. Ended 3/31/2025 and Comparative to 3/31/2024]

UH, WE'RE GONNA GO THROUGH, WE HAVE A LOT TO GO OVER.

WE, WE, AT THE LAST MEETING, IT WAS ALL HOT TAX, SO WE HAVE END OF THE YEAR TO TALK ABOUT FIRST QUARTER TO TALK ABOUT, AND WHAT ELSE, JEANETTE? UH, THAT'S ABOUT IT.

SO HERE IS THE FAIR MARKET SHARE FOR OCTOBER TO DECEMBER 24TH OF LAST QUARTER.

YOU CAN SEE THAT OUR FAIR MARKET SHARE IS 5.97%, AND WE DID AT 7.93%.

WE DID REALLY, REALLY WELL.

THEN YOU CAN TAKE A LOOK AT THE AVERAGE RATE AT 62 77, WE DID, UH, OCC OCCUPANTS, EXCUSE ME, DID VERY, VERY WELL.

AVERAGE RATE, WE USUALLY COME IN FIRST, SECOND, UH, SECOND OR THIRD.

UH, FIRST IS ALWAYS FRED EXPERT.

UH, WE DID PRETTY WELL AT ONE 40.

WE CAME IN SECOND PLACE.

SO, UH, THE FOURTH QUARTER WAS REALLY, REALLY GOOD.

THEN THE FIRST QUARTER OF THIS YEAR SHOWED UP.

ANNUAL.

HUH? ANNUAL.

ANNUAL.

GONNA DO ANNUAL FIRST.

UH, TEXAS HOTEL LOCAL LODGING, UH, ANNUAL MEETING, UH, THREE WEEKS AGO IN GALVESTON.

COMPARATIVE ANALYSIS.

UH, THE ANNUAL OF, UH, 24 OR 23.

AND YOU CAN LOOK AT, UH, 24 AND YOU CAN SEE THAT ANNUALLY.

UH, OUR, WE DID OUR FAIR MARKET SHARES 5.97, AND WE ACTUALLY DID 7.93.

THAT WAS FOURTH QUARTER.

AND THEN FOURTH QUARTER OF 23.

COMPETITIVELY WE WERE 6.2 3, 7 0 4.

SO WE DID VERY WELL.

AGAIN, WE WERE HOLDING OUR OWN, UH, IN THE FOURTH QUARTER, YOU KNOW, AGAIN, PRETTY WELL COMPARED TO LAST YEAR, CONTINUALLY TO MOVE FORWARD ON THAT.

THEN FAIR MARKET SHARE ENDING DECEMBER 31ST, THE WHOLE YEAR.

WHAT DID WE DO LAST YEAR? UH, OCCUPANTS Y 62.90.

WE WERE, UH, ACTUALLY THE HIGHEST IN OCCUPANCY, FAIR MARKET SHARE.

5.84.

WE DID 6.40.

AGAIN, WE DID VERY WELL AND VERY PLEASED WITH OUR AVERAGE RATE OF 1 30 70.

UH, AGAIN, FREBERG ALWAYS IN THE LEAD AT 1 68, SO WE HAD A REALLY GOOD YEAR LAST YEAR.

IT, IT MOVED, UH, GOOD COMPARED TO TO THE PREVIOUS YEAR WE'VE HAD EVER SINCE 2020.

WE'VE HAD CONSISTENT GROWTH EVERY YEAR, AND WE LOVE THAT.

THEN WE GET INTO THE 2324 ANALYSIS FOR YEAR END.

YOU CAN LOOK AND SEE THAT, UH, AGAIN, 62.9%, 60.40 AND 6.22, AND WE'LL GO TO THE NEXT ONE.

HERE'S, UH, FAIR MARKET SHARE FOR JANUARY THROUGH MARCH OF THIS YEAR.

THIS YEAR SHOWED UP.

AND AS TODD, ANYBODY IN THE HOTEL BUSINESS CAN TELL YOU IT STARTED GOING BACKWARDS.

UH, AND IT, IT WAS AN INTERESTING, UH, I WAS JUST AT THE,

[00:05:01]

AND THE THLA BOARDS COMPRISE OF 71 PEOPLE.

THE MAJOR, UH, MAJORITY OF THE BOARD MEMBERS ARE ALL MAJOR HOTEL COMPANIES.

HAMPTON INNS, HOLIDAY INNS, MARRIOTTS, ALL THE LEADERS OF THOSE AND INDEPENDENT HOTELS.

THE LARGEST HOTEL OWNERS IN THE STATE OF TEXAS ARE THE AMERICAN ASIAN HOTEL, UH, OA.

THEY OWN 90% OF THE HOTELS IN THE STATE OF TEXAS.

THEY MAKE UP ABOUT 30, 40% OF THAT BOARD.

BUT THE CON THE TOPIC OF CONVERSATION WAS WHAT'S GOING ON IN THE INDUSTRY? WHAT'S HAPPENED TO IT? WHY DID THE FIRST QUARTER FAIL? AND IT WAS INTERESTING.

IF YOU READ THE SAN ANTONIO BUSINESS JOURNAL IN THE LAST THREE ISSUES, UH, NEW VISIT SA, CHIEF TAKES THE HELM, AND HE SAID, THERE'S NO MAGIC WAND TO BOLSTER TOURISM.

THE, UH, ONE BEFORE THAT.

THERE'S NO EASY FIX FOR LOCAL TOURISM, LOW OCCUPANCY RATES, UH, IN SAN ANTONIO.

AND THEN THE LAST ONE WAS DOWNTOWN HOTEL SEAT DECLINE IN ROOM DEMAND.

AND THIS WAS IN THE, THIS WAS THE LAST THREE ISSUES.

THE FIRST QUARTER SAN ANTONIO, COMPARED TO LAST YEAR.

THIS YEAR, SAN ANTONIO RAN 59% OCCUPANCY, RIGHT? 60% THIS FIRST QUARTER.

THAT WAS 15 POINTS BELOW LAST YEAR, FIRST QUARTER.

AND WE JUST SAW A STEADY DECLINE IN ECONOMY.

I THINK PEOPLE WERE SCARED OF THE TARIFFS AND WHAT WAS GOING ON, AND IT, IT JUST REALLY TOOK A, A NOSE EYE.

WE ACTUALLY DID FAIRLY WELL COMPARED TO OUR COMPETITIVE SET.

YOU KNOW, WE, UH, WE LOOKED AT THIS AND WE'RE, WE'RE AMAZED AT HOW WELL WE DID COMPARED TO SOME OTHERS.

OUR FAIR MARKET SHARE, 6.15, WE FINISHED AT 7.08.

BANDERA DIDN'T MAKE IT.

FREDERICKSBURG DID.

CURVILLE DID NOT.

NEW.

BRUNS DID NOT, AND SAN MARCUS JUST BARELY DID.

SO WE, WE DID PRETTY WELL.

EVEN THOUGH WE WERE DOWN TO OUR COMPETITIVE SET, WE'RE STILL GAINING MARKET SHARE COMPARED TO THOSE FOLKS.

ANYBODY HAVE ANY QUESTIONS THUS FAR? QUICK QUESTION ON ROOM COUNT.

UM, OBVIOUSLY MARKET SHARE HAS A LOT TO DO WITH THAT.

YES.

AND YOU KNOW, WE'RE AT 5 64, HOW LONG HAVE WE BEEN ON 5 64? AND THESE NUMBERS CHANGED.

WHAT HAS HAPPENED JUST RECENTLY, THE FOLKS THAT DO THIS, THEY TAKE THE SHORT TERM RENTALS OUT NOW, AND IT'S, THIS IS TRADITIONAL HOTEL ROOMS. SO WE HAVEN'T HAD A, WE HAVEN'T HAD A HOTEL EDITION SINCE THE BE HOTEL BEST.

SO THESE NUMBERS HAVE BEEN PRETTY STEADY.

I CAN HELP WITH THAT.

SO WE USED TO, YOUR ROOM COUNT WAS AT 5 55.

UH, KENDALL MERGED TWO A, THEIR ROOMS, I BROUGHT IT DOWN AT 5 53, THEY ADDED THE WILLIAM SOURCE STRATEGY, STARTING, INCLUDING THE WILLIAM HOTELS IN THERE.

SO THAT WAS ANOTHER 11.

AND THEN FOR A HOT SECOND, THEY INCLUDED THE SHORT TERM RENTAL PROPERTIES WITHIN THIS COUNT.

SO IT WENT UP TO LIKE 6 43.

TRADITIONAL HOTEL ADDRESS.

THEY HAVE SINCE TAKEN THOSE OUT AND SEPARAT 'EM.

AND NOW IT'S DROPPED BACK DOWN.

YES.

BUT THAT, THAT SAME COUNT MATRIX WAS GOING WITH EVERY CITY, SO, YES.

EXACTLY.

SO THIS CHANGES, YEAH.

EVERY QUARTER BASED ON, AND THE WILLIAM IS NOT A HOTEL ANYMORE, IT'S BECOME OFFICE SPACE OR BECOMING OFFICE SPACE.

REALLY? YEAH.

HOW MANY, HOW MANY UNITS WAS THAT? 11.

11, CORRECT.

THEY HAVE NEW OWNERS, UH, PHOENIX HOSPITALITY.

THE HOTEL COMPANY BOUGHT IT.

THEY'RE TARGETED INTO, UH, OFFICES, AND SO THEY'RE, THAT'S SURPRISING.

HILL COUNTRY PERFORMANCE COMPETITIVE ANALYSIS.

UH, 25 TO 24 FOR THE ANNUAL.

AND, UH, 25, WE AGAIN, DID 6.15, MARKET FAIR MARKET SHARE, 7.08.

AND THEN LAST YEAR WE WERE AT 6.33 WAS OUR FAIR MARKET SHARE.

AND WE FINISHED, UH, AT 6.97.

SO WE HAD A, A, A GOOD YEAR LAST YEAR.

AND, UH, AGAIN, THE FIRST QUARTER HAS BEEN A LITTLE BIT CHALLENGING, BUT WE STARTED TO SEE AN INCREASE, UH, TOWARD THE END OF MAY, JUNE FOR SOME HOTELS WAS GOOD, BUT WE SAW OVERALL INCREASE JULY.

WE WERE, WE WERE REALLY CONCERNED ABOUT JULY.

AND DUE TO CIRCUMSTANCES OF THE FLOOD AND, AND WHAT'S GOING ON.

LAST FRIDAY WHEN THIS ALL STARTED HAPPENING, I STARTED CALLING HOTELS AROUND TWO IN THE AFTERNOON, GOT AHOLD OF SOME FOLKS IN AUSTIN THAT I KNEW, AND STARTED FINDING OUT WHAT PEOPLE HAD AVAILABLE, UH, AT THE HAMPTON CALLED THE FOUR MAJOR HOTELS.

AND EVERYBODY STARTED FILLING IT UP PRETTY QUICK.

AND WE'RE, WE'RE ALL PRETTY CLOSE.

ONLY TWO HOTELS THAT DIDN'T FILL UP WERE MOTEL SIX AND DAYS IN, AND THEY, THEY, THEY RAN ABOUT 50% OCCUPANCY.

Y'ALL ARE STILL FULL.

AND, AND, AND TALKING TO SOME FOLKS IN AUSTIN TODAY LOOKS LIKE THAT'S GONNA CONTINUE FOR PROBABLY A WEEK OR TWO MORE.

WE, WE SHOULD BE PRETTY CLOSE TO FULL.

SO IT'S A BOOST TO OUR ECONOMY AND, AND WHAT THE HOTELS ARE DOING.

WE NEED A DEBT.

[00:10:01]

WE DON'T LIKE THE CIRCUMSTANCE, BUT IT'S BUSINESS.

SO SAME THING HAPPENS WHEN HURRICANES COME, YOU KNOW, HOUSTON LEAVES AND HEADS OF THE HILL COUNTRY, AND MY MAIN CONCERN WAS RATE FIXING OR JACKING UP RATES AND CHARGING MORE THAN THEY NEEDED TO.

AND IN ONE HOTEL, I WON'T NAME 'EM, STARTED TO DO THAT.

WE TALKED TO 'EM, BUT, BUT THE HAMPTON INN ORDER A DISCOUNT, UH, UH, SHE WAS, EXCUSE ME, THE BEVY DID.

AND THE HAMPTON INN DID REALLY WELL, AND THEY TOOK CARE OF THEIR FOLKS, AND EVERYBODY SEEMED TO BE REAL PLEASED WITH, WITH WHAT WE'RE DOING.

IN FACT, UH, NOW I WAS TOLD YESTERDAY THAT, UH, MOST OF THE FOLKS THAT ARE STAYING HERE WITH THE STATE ARE JUST REAL PLEASED IN WHAT WE'RE DOING.

SO THANK Y'ALL VERY MUCH.

SO WE HAD REALLY SAT DOWN AND SAID, YOU KNOW, WITH WHAT HAPPENED IN THE FIRST QUARTER, WE DON'T KNOW IF WE'RE GONNA MAKE BUDGET OR NOT, A $1.2 MILLION, BUT AS IT LOOKS LIKE NOW, WE'RE, WE'RE PROBABLY JUST, WE'RE GONNA GET THERE.

WE, BECAUSE SAID, JULY'S GONNA BE PRETTY GOOD.

AUGUST IS PICKING UP PRETTY WELL.

SEPTEMBER IS A REALLY, REALLY GOOD MONTH.

AND THEN THAT'S THE END OF THE YEAR.

SO WE'RE OPTIMISTIC NOW THAT, THAT WE'RE GONNA DO.

ALL RIGHT.

SO WE'LL KEEP AN EYE ON IT, AND I'LL LET YOU KNOW WHAT'S HAPPENING.

YOU CAN SEE HERE FROM 21, 22, 23, AND 24 OCCUPANCIES IN 24, 6 POINT, UH, 65 6 4, AVERAGE RATE 1 26, REALLY GOOD AVERAGE RATE AND DEMAND OF 33,376 ROOMS AND REVENUE'S GONE UP.

SO IT'S CONTINUALLY CLIMBING, MOVING UP.

UH, AND AGAIN, HOPEFULLY THIS YEAR, I BUDGETED PRETTY FLAT FOR THIS YEAR.

UH, COMING IN FROM LAST YEAR, WE LOOKED AT WHAT WAS GOING ON.

AND, UH, ONE INTERESTING THING THAT'S HAPPENING, AND WE TALKED ABOUT THIS AT, UH, AT COLLEGE STATION, AT A CONFERENCE.

SO I WAS JUST AT, AND ALSO IN GALVESTON AT THE DHLA MEETING, INTERNATIONAL TRAVEL.

RIGHT NOW, I DON'T KNOW IF YOU'VE SEEN THE NEWS, MEXICO, SPAIN, AND NOW, UH, ASIAN COUNTRIES ARE REALLY NOT WANTING AMERICANS TO COME TO THEIR COUNTRY.

UH, THEY SAY IT'S, THEY'RE DRIVING UP THE COST OF LOCAL BUSINESS.

IT'S, THEY'RE TOO INUNDATED AND THEY'RE JUST REALLY RUNNING A LOT OF PEOPLE OFF.

SO, UH, MORE AND MORE PEOPLE, I FEEL, ARE GONNA START COMING INTERNATIONALLY INTO TO, TO BERNIE, TEXAS IN SAN ANTONIO.

WE, UH, GOT INVOLVED, I THINK LAST TIME I TOLD YOU WITH, UH, THE GOVERNOR'S OFFICE OF TOURISM, UH, TOMMY WOODS, NO RELATION.

AND I'VE KNOWN EACH OTHER FOR A LONG TIME, AND I'VE REALLY BEEN GRIPING AT HIM.

IT COST A LOT OF MONEY TO GET INTO THAT MARKET, TO, TO MARKET AND ADVERTISING INTER INTERNATIONALLY.

FREDERICKSBURG HAS A FULL-TIME PERSON THAT TRAVELS ALL OVER THE WORLD.

UH, AND THE GOOD THING ABOUT KAREN IS SHE NOT ONLY PROMOTES FREDERICKSBURG, BUT THE HILL COUNTRY AS A WHOLE.

SO I CONTACTED TOMMY ALMOST A YEAR AGO AND SAID, HOW CAN WE GET INTO THIS MARKET AND PLAY THIS GAME WITH YOU? I DON'T HAVE MUCH MONEY.

SO HE SAID, LET ME WORK AT IT, WORK ON IT.

SO HE CALLED ME AND SAID, DO YOU HAVE $10,000? I SAID, SURE, I DO.

HE SAID, IF YOU HAVE 10,000, I'LL PUT IN 10,000.

AND THEN BRAND USA, WHICH IS FEDERAL MONEY, WE'LL PUT IN 30,000.

SO ALL OF A SUDDEN WE'RE IN THAT MARKET.

AND WE, WE JUST HAD, UH, TREBLE WRITERS FROM, WE'VE HAD SEVERAL DIFFERENT, WE'VE HAD A LOT OF, UM, AND SINCE I DON'T HAVE THE, THE FRUITS FROM YEAH, THOSE VISITS JUST YET, WE'LL PROBABLY INCLUDE THOSE RESULTS IN, WE'VE HAD 'EM FROM THE UK, GERMANY, UH, WE JUST HAD SOME FOLKS IN HERE A WEEK OR SO AGO.

LET SEE, GET TO THE NEXT ONE.

UH, WE WAS FROM CANADA.

ONE WAS FROM THE UK, UH, ONE GENTLEMAN OVER FROM AUSTRALIA.

AND WE, WE SHOWED THEM THE TOWN, AND THEY JUST ABSOLUTELY LOVE IT.

THEY'RE, THEY'RE ALWAYS AMAZED AT HOW CLEAN THE CITY IS, HOW WALKABLE THE CITY IS, HOW QUALITY RESTAURANTS AND THE SHOPS ARE.

UH, THEY, THEY LOOK AT THE BEVY, THEY LOOK AT OUR OTHER HOTELS, AND THEY'RE JUST REALLY, REALLY PLEASED.

SO WE'RE STARTING TO SEE INFLUX OF MORE TRAVEL WRITERS AND INFLUENCERS FROM THE INTERNATIONAL MARKET.

AND NOW THAT SAN ANTONIO HAS A NEW DIRECTOR, MARIO BASS, I'VE KNOWN MARIO FOR MANY, MANY YEARS, AND I'VE ALREADY TALKED TO HIS OFFICE.

AND AS HE GETS SETTLED IN, PROBABLY TOWARD THE END OF THIS YEAR, WE'LL START TRYING TO WORK WITH THEM MORE OFTEN TO GET PEOPLE IN THE HILL COUNTRY UP HERE.

WELL, ANOTHER THING THAT WE DO, WE HAVE A GREAT RELATIONSHIP WITH JOAN PEREZ.

JOAN IS THE HEAD CONCIERGE AT, UH, LA ONTARIO RESORT.

AND ABOUT THREE YEARS AGO, SHE STARTED CALLING ME AND SAYING, WE HAVE SOME PEOPLE THAT ARE HERE INTERNATIONALLY, AND WE KEEP SENDING THEM TO FREDERICKSBURG, BUT WE WANNA SEND THEM TO LIVE A MORE QUAINT TOWN AND EASIER, WALKABLE, AND WHAT HAVE YOU.

SO JOAN'S BEEN SENDING US A LOT OF BUSINESS OVER THE YEARS, AND, UH, SHE IS, SHE IS NOW THE HEAD OF THE SAN ANTONIO CONCIERGE SOCIETY.

SHE'S GETTING READY TO BE PRESIDENT OF THE STATE CONCIERGE SOCIETY.

SO JOAN'S HELPING US OUT QUITE A BIT FROM, UH, LA ANTER WITH, WITH SHOPPING AND DINING AND HOTEL ACCOMMODATIONS.

SO WE'RE TAKING VERY GOOD CARE OF JOAN.

SHE'S ALWAYS BEEN, UH, REALLY, REALLY GOOD TO US.

UH, WE, LET'S, UH,

[b. Smith Travel Research Overview October to December 2024 January to December 2024 January to June 2025]

UH, SMITH TRAVEL RESEARCH, JANUARY THROUGH JUNE OF 25.

OCCUPANCY

[00:15:01]

DOWN JUST A LITTLE BIT AGAIN, BUT IT, WE WERE TALKING IN THAT AREA, ONE 20 AVERAGE RATE WAS JUST A LITTLE BIT DOWN, AND DEMAND WAS A LITTLE BIT UP, BUT THE AVERAGE RATE JUST DIDN'T DRIVE THE REVENUE.

SO WE REALLY WATCHED THIS AND PAY ATTENTION TO IT AND HOW WE'RE DOING WITH THOSE.

BUT OVERALL, AGAIN, THE FIRST QUARTER IS ANYBODY IN THE HOTEL BUSINESS WOULD TELL YOU WAS FIRST QUARTER WAS REALLY KIND OF TOUGH, BUT, WELL, THAT A DR AND MAYBE OUR HOTELS CAN ANSWER THIS IF THEY KNOW, I MEAN, HOW'S THAT DISTRIBUTED? WHERE, I MEAN, IS IT IN, IN TERMS, IF I LOOK AT A DISTRIBUTION OF ALL THOSE DAILY RATES? YEAH.

IS IT PRETTY EVENLY DISTRIBUTED FROM THE HIGH AND THE LOW? OR IS IT MORE WEIGHTED IN ONE DIRECTION OR THE OTHER? GO AHEAD.

UM, THE, OBVIOUSLY THE FULL SERVICE HOTELS ARE GETTING MORE RATE THAN THE LIMITED SERVICE HOTELS ARE.

THE COMFORT, THE FAIRFIELD, THE DAYS IN THOSE TYPE OF HOTELS ARE TYPICALLY 10, $20 LESS THAN, UH, AN UPPER SCALE LIMITED SERVICE.

AND THEN WE'RE TYPICALLY 20 TO $30 IS LESS THAN A, A FULL SERVICE HOTEL.

YOU KNOW, THE, THE BEVY AND HAMPTON END HAVE ALWAYS BEEN THE RATE DRIVERS IN THE CITY, AND THEY'RE BOTH WORKING PRODUCTS.

SO, YOU KNOW, THEY, THEY WORK PRETTY HAND IN HAND.

AND THEY LOOK AT, THEY LOOK AT THE MARKET ALL THE TIME AND SMITH TRAVEL RESEARCH AND, AND THEY GET ANALYTICS AND STATISTICS AS THINGS HAPPEN.

AND, AND AGAIN, I WISH OTHER HOTELS WOULD GET A LITTLE BIT CLOSER TO WHERE THESE GUYS ARE.

UH, WE HAVE ONE HOTEL THAT STILL HAS AN AVERAGE RATE OF AROUND 60 BUCKS.

AND, UH, I DON'T KNOW WHY.

I MEAN, I'VE EVEN GONE TO THE OWNERS AND SAID, IF YOU WOULD'VE CHARGED $20 MORE IN THE LAST QUARTER, HERE'S HOW MUCH MONEY YOU WOULD'VE MADE.

MORE MONEY YOU WOULD'VE MADE.

AND THEY, THEY'RE JUST HAPPY DOING WHAT THEY'RE DOING.

SO IT, IT IS THE FOUR BIG HOTELS, YOU KNOW, THE, THE HAMPTON INN AND THE BEVY AND THE COMFORT IN SUITES AND FAIRFIELD.

AND THEY ALL HAVE YIELD MANAGEMENT PEOPLE, AND THEY HAVE MEETINGS EVERY WEEK SETTING RATES BASED UPON WHAT'S GOING ON AND WHAT'S HAPPENING AND WHAT THEIR GURUS TELL 'EM THEY THINK'S GONNA HAPPEN.

SO THE BOTH THESE HOTELS ARE JUST REALLY, REALLY GOOD AT MANAGING THE RIGHT.

TIME TO COME UP HERE AND EXPLAIN ALL OF OUR STUFF.

DOES THAT ANSWER YOUR QUESTION? IT DOES, IT DOES.

ALRIGHT.

I WANNA MAKE SURE WE DO THAT TORY'S

[c. Datafy Traffic Summaries Hotel Reports - 4th Qtr. 2024, YE 2024, 1st Qtr. 2025 Hill Country Mile Rpts - 4th Qtr. 2024, YE 2024, 1st Qtr. 2025]

IT'S GOOD STUFF.

BETTER, BETTER, BETTER.

ALL RIGHTY.

SO YOU THOUGHT THAT WAS A LOT OF NUMBERS AND STUFF FROM MULTIPLE PERIODS.

HERE WE GO, .

SO WE'RE GOING TO ADDRESS HOTELS FIRST AND THEN HILL COUNTRY MILE.

AND I'VE GOT DATA FROM EACH OF THESE PERIODS ORGANIZED BY DATASET.

SO IF YOU'VE GOT QUESTIONS AS WE GO, FEEL FREE TO ASK .

UM, SO JUST A REMINDER, HOTEL REPORTS ARE GOING TO BE TRAFFIC TO THE HOTELS 50 PLUS MILES AWAY, SO IT'S NOT PEOPLE SPENDING THE NIGHT.

YOU JUST HAVE TO DARKENED THE DOORWAY OF THE PROPERTY.

SO THIS IS A TRAFFIC REPORT AS OPPOSED TO OCCUPANCY AND ODR.

UM, SO THIS RIGHT HERE IS GOING TO BE, UM, OUR TOTAL TRIPS VISITOR DAYS AND AVERAGE LENGTH OF STAY FOR EACH OF THESE PERIODS.

THE PURPLE NUMBERS DO REPRESENT CHANGE OVER THE PREVIOUS YEAR FOR THE SAME TIME PERIOD.

UM, SINCE TODD'S NEW, I'M GONNA DO A A LITTLE EXPLANATION ON THE DIFFERENCE BETWEEN TRIPS, VISITOR DAYS, AND LENGTH OF STAY.

JUST 'CAUSE IT'S A LOT OF NUMBERS.

UM, A TOTAL TRIP WOULD BE IF YOU ARE HERE IN MARKET, IT DOESN'T MATTER HOW MANY DAYS YOU'RE HERE.

SO IF YOU ARE ONE PERSON AND YOU'RE HERE FOR THREE DAYS, IT'S STILL ONE TRIP.

BUT IF YOU ARE ONE PERSON AND YOU'RE HERE FOR THREE DAYS, IT'S THREE VISITOR DAYS.

UM, AND IT COMPOUNDS IF YOU'VE GOT MORE PEOPLE IN YOUR PARTY.

UM, SO THE, THE STANDOUT LITTLE NUMBER FOR ME ON THIS SLIDE WAS IN THE FIRST QUARTER, UM, I DID SEE THAT 32% INCREASE IN VISITOR DAYS.

SO I CALLED AROUND BECAUSE WE KNEW THAT WE WERE DOWN IN OCCUPANCY IN THAT WINDOW, AND I WAS LIKE, THIS JUST DOESN'T JIVE.

UM, SO I CALLED, UH, TO BOTH THE KENDALL AND THE BEVY AND THEY SAID WE ACTUALLY WERE WAY UP IN EVENTS.

LIKE THERE WAS A HUMONGOUS GARDEN SHOW THAT WAS MULTIPLE DAYS LONG AND THEY HAD A LOT OF PEOPLE FROM OUT OF TOWN THAT WERE JUST VISITING FOR THAT.

UM, THERE WERE MULTIPLE WEDDINGS, LIKE I THINK THE BEVY HAD SIX WEDDINGS MORE THAN THE PREVIOUS YEAR IN THAT PERIOD.

UM, AND THEN THE SAME THING GOING ON AT THE CANDLE AS WELL.

UM, SO I WAS LIKE, OKAY, THAT, THAT KIND OF JIVES.

UM, BUT DO YOU HAVE ANY OTHER QUESTIONS ON THIS BEFORE WE MOVE? ALRIGHTY.

SO THESE ARE TRENDS FOR LENGTH OF STAY FOR YOUR TRIP ONE DAY, TWO DAY, THREE DAY, FOUR DAY AND FIVE PLUS DAY, UM, VISITS OR

[00:20:01]

TRIPS, SORRY, UM, INTO TOWN.

UM, THE TREND ON THESE THAT I THOUGHT WAS PRETTY INTERESTING IS, UM, AND I DID LOOK AT THE THIRD QUARTER FOR 24 AS WELL, JUST TO COMPARE.

AND IT WAS IN ALIGNMENT.

WE'RE SEEING MORE MULTI-DAY TRIPS HAPPENING, SO YOU'LL SEE THE INCREASE IN THESE NUMBERS THAT ARE ON THE FAR RIGHT.

UM, SO I THOUGHT THAT WAS KIND OF AN INTERESTING LITTLE THING, UM, TO NOTE ON THIS PARTICULAR SLIDE.

UM, SO FOR THIS, WE'VE GOT, UM, THESE ARE THE PLACES THAT PEOPLE ARE COMING FROM INTO THE HOTELS.

UM, WE WERE UP FOR THE FOURTH QUARTER OF 24 AND UP FOR THE FIRST QUARTER OF 25, UM, FROM ALL OF OUR MARKETS.

UM, BUT THE ANNUAL WAS ACTUALLY SHOWING US TO BE DOWN.

AND I LOOKED BACK IN TIME, UH, Q1, TWO AND THREE, UM, OF 2024, WE HAD A, A TRAFFIC THAT WAS IN A DOWNWARD DECLINE.

SO THAT, THAT'S SORT OF WHY YOU'RE SEEING THESE, THESE LARGE NUMBERS OF, OR THESE NUMBERS OF INCREASE IN Q4 OF 24.

BUT OVERALL IT'S, IT'S SHOWING TRAFFIC IS DOWN FOR THE ANNUAL OF 24.

UM, ALL RIGHT.

I HAVE A QUESTION FOR Y'ALL.

, AND LARRY AND I TALKED ABOUT THIS A LITTLE BIT TODAY.

SO OUR DEMOGRAPHICS, THEY DON'T CHANGE VERY MUCH.

UM, WE ARE BEAUTIFUL TO THE SAME SET OF AUDIENCE JUST ABOUT EVERY TIME.

SO I'M CURIOUS, DO YOU WANT US TO KEEP SHOWING YOU THESE VISITOR DEMOGRAPHICS OR WOULD YOU LIKE FOR ME JUST TO REPORT THEM IF THERE IS A CHANGE? WHAT ARE YOUR THOUGHTS AND FEELINGS? AGAIN, THIS IS ALL BASED OFF OF CELL PHONE INFORMATION.

UM, SO IT'S YES, CELL PHONE DATA, UM, BUT THERE'S ALSO TRUE DATA.

WE PUT THE STAR REPORTS IN.

UM, THERE'S CREDIT CARD INFORMATION THAT IS INCLUDED IN HERE AS WELL.

SO THOSE, THOSE ARE THE, THE PRIMARY SOURCES FOR THIS DATA.

UM, SO YES, CELL PHONES AND CREDIT CARD INFORMATION IS WHERE YOU'RE GETTING THESE KINDS OF LOGISTICS AS WELL AS TRAFFIC.

WHAT KIND OF TIME AND RESOURCES DOES IT TAKE TO PUT THAT TOGETHER? FOR THIS PARTICULAR, FOR THIS PARTICULAR SLIDE, IT'S JUST ANOTHER PAGE.

, WE'VE GOT A LOT OF PAGES.

I'M HAPPY TO INCLUDE IT IF YOU LIKE SEEING IATA, MAN.

, UH, IT, IT IS NOT A LOT.

IT REALLY ISN'T.

UM, BUT JUST IF IT'S SORT OF LIKE, OKAY, WE'RE, WE'RE, WE'RE ADDING ANOTHER PAGE TO A, YOU KNOW, 50 SLIDE PRESENTATION.

IF YOU WANNA SEE IT, BY ALL MEANS, I'M HAPPY TO INCLUDE IT.

BUT IF YOU'RE LIKE, OKAY, THIS IS, THEY'RE THEY'RE ALL THE SAME.

SO YEAH, THEY'RE, THEY'RE PRETTY MUCH EXACTLY THE SAME.

AND, AND MAYBE IN SITUATIONS WHERE WE, WE HAVE SOMEBODY NEW ON THE BOARD SO THAT THEY, IT'S WORTH INCLUDING IN THIS SO THAT THERE'S, THEY'RE AWARE WHAT IT USUALLY IS .

WELL EITHER YOU COULD DO IT ANNUALLY IF WE HAVE A CHANGE.

OR IF YOU NOTICE SOME STATISTICAL, I'LL STILL KEEP AN EYE ON IT DIFFERENCE THAT WE OUGHT TO, WE OUGHT TO BE AWARE OF.

SO, YEAH.

THEN THAT SOUNDS LIKE A PLAN.

UM, IF, IF THERE'S SOMETHING NOTABLE, AN ANNUAL REPORT OR IF WE HAVE SOMEBODY NEW, JUST SO WE CAN PAINT THE PICTURE OF WHAT OUR TRAVELER LOOKS LIKE, I'LL INCLUDE IT.

SOUNDS GREAT.

APPRECIATE IT.

GUYS.

ANY QUESTIONS ON IT? I DID HAVE ONE QUESTION.

SURE.

IF THERE'S A NEW EVENT THAT BRINGS PEOPLE IN, CAN YOU DO A QUICK LOOK AT WHETHER OR NOT THAT PARTICULAR EVENT CHANGED THE DEMOGRAPHIC FOR A PARTICULAR TIME? I THINK THERE'S A, A PRETTY GOOD WAY OF DOING THAT.

UM, ARE YOUR, IS YOUR MIND THINKING DOSS FEST OR DO YOU, DO YOU HAVE ONE IN MIND? NO, NO, NO.

I WAS THINKING OF, YEAH, I WAS THINKING OF SOMETHING ELSE THAT MIGHT BRING IN A YOUNGER DEMOGRAPHIC, BUT MM-HMM .

I WAS JUST WONDERING IF THERE WAS A WAY TO SEE IF THAT WAS AFFECTED IN BRINGING IN ANOTHER GROUP.

UM, I THINK THERE'S A WAY THAT WE CAN RUN A REPORT FOR A CERTAIN WINDOW OF TIME.

DO THEY STILL HAVE IT? THE CITY, THE CITY HAS A, A PROGRAM THAT'S CALLED PLACER AND, AND IT REALLY ESCALATE COUNTS LIKE HOW MANY PEOPLE CAN JUST TO TAKE INTO A BROAD RUN OR THE CORVET SHOW OR ANY EVENT LIKE THAT.

THEY CAN, THEY COULDN'T TELL, THEY CAN TELL YOU WHERE THE PEOPLE WORKED.

TIRELESS PARADE AT FRANCE, AND THEY CAN TELL YOU WHERE THE PEOPLE WENT AFTER THE PARADE.

AND HOW MANY PEOPLE CAME AND HOW MANY PEOPLE PICKED THE CREDIT FOR HOW MANY PEOPLE PICKED THE SAN ANTONIO? CAN THEY TELL THE AGE GROUP THE DEMOGRAPHICS OF THEM? UM, I'M NOT SURE.

I HAVEN'T REALLY JUMPED INTO THE DASHBOARD IN PLACER, JUST BECAUSE WE USE THIS ONE.

WE'RE CURRENTLY USING, THEY HAVE PROGRAMS AND DATA THAT WE DON'T GET CURRENTLY.

UM, THERE MAY BE SOME THINGS THAT WE CAN DO THROUGH DATA FI AS WELL.

I JUST DON'T USE THOSE PARTICULAR REPORTS VERY OFTEN, BUT I CAN ASK AND SEE WHAT OPTIONS WE HAVE IF WE HAVE SOMETHING NOTABLE ADDED TO THE LINEUP OF EVENTS AND WE CAN CAN'T, SOME PEOPLE

[00:25:01]

SURE.

WE CAN CERTAINLY ASK THEM.

THEY CAN PINPOINT STUFF SOMETIMES.

SO WE WILL, YEAH.

DANNY HAD THE NUMBERS FOR SPECIFICALLY FESTIVAL.

HE HAD THE NUMBERS OF WHO ATTENDED ON FRIDAY AND HOW MANY ATTENDED ON SATURDAY.

WE DID NOT SHARE THOSE.

THEY SHOWED A NUMBER OF PEOPLE WITHIN THAT AREA.

THUS AS, THANK YOU.

WE, WE CAN, COULD YOU GO BACK TO THE PREVIOUS SLIDE REAL QUICK? THE PREVIOUS SLIDE? MM-HMM.

SO I GUESS JUST TO KIND OF PUT THIS IN PERSPECTIVE, IF YOU LOOK AT THE ANNUAL 2024 OR EVEN THE FIRST QUARTER OF 2025, THE LARGE NUMBERS WHERE YOU HAVE AN INCREASE OF, YOU KNOW, 66 A MONTH PERCENT FROM IN SAN ANGELO, UH, IT'S STILL THAT 66% INCREASE IS MIDDLE-AGED WHITE PEOPLE OF MEANS MM-HMM .

IT'S THE, IT'S THE SAME PEOPLE.

, THAT'S, THAT'S, YEAH.

LIKE IT'S, I CAN'T NECESSARILY NICHE OUT WHAT DOES THE CUSTOMER FROM SAN ANGELO LOOK LIKE SPECIFICALLY IN THEIR DEMOGRAPHIC.

THIS IS JUST ALL THE FOLKS SURE.

IS WHAT THAT REPRESENTS.

AWESOME.

AND WE'RE GONNA MOVE ON FROM THAT.

SO NOW WE'RE GONNA TALK HILL COUNTRY MILE.

UM, SO FOR HILL COUNTRY MILE REPORTS COMPARED TO HOTELS, WE DO INCLUDE THE LOCAL IN THIS DEMO, IN THIS PARTICULAR SET OF REPORTS.

UM, BECAUSE OUR LOCALS DO SHOP THE HILL COUNTRY MILE, THEY DO DINE THE HILL COUNTRY MILE.

SO IT, YOU'LL SEE A, A, A MUCH MORE CONCENTRATED AMOUNT OF PEOPLE LOCALLY IN THESE REPORTS COMING UP FOR THESE DIFFERENT PERIODS.

UM, LET ME GET MY CHEAT SHEETS.

UM, SO LOOKING AT THESE THERE, YOU CAN SEE THERE REALLY WAS NOT A WHOLE WHOLE LOT OF CHANGE UP OR DOWN, UM, ON THESE LITTLE BITS OF DATA.

UM, WE'RE STAYING PRETTY STEADY ON THE HILL COUNTRY MILE IN TRAFFIC ACCORDING TO THESE REPORTS.

UM, ALSO SOMETHING TO TO NOTE, UM, TODD, 'CAUSE THIS IS THE FIRST TIME YOU'RE SEEING THESE REPORTS.

UM, YOU HAVE TO HAVE PHYSICALLY STOPPED AND SPENT TIME IN THIS HILL COUNTRY MILE FOOTPRINT TO BE COUNTED.

SO IF YOU'RE DRIVING THROUGH ON YOUR WAY TO SOMEWHERE, IT'S NOT COUNTING YOU, BUT WHAT IT IS INCLUDING IS, UH, EMPLOYEES ARE IN THE COUNT.

SO IT'S ANYBODY WHO'S PHYSICALLY DARKENED THE DOORWAY OF THE HILL COUNTRY MILE IS WHAT'S INCLUDED.

UM, SAME THING WITH OUR, UM, OUR, OUR TRIP DATA AS WELL.

UM, WE SAW A LITTLE BIT OF INCREASE IN THE FOURTH QUARTER, UM, FOR TWO DAYS AND FOUR DAYS, BUT NOT A WHOLE WHOLE LOT.

SAME THING WITH FIRST QUARTER OF 25 FOR THREE DAYS.

UM, WE DID HAVE MORE, UH, MULTI-DAY TRIPS THAN 2023 WHEN YOU'RE COMPARING, UM, 2024 AS A WHOLE TO 20, 23 AS A WHOLE.

UM, AND THEN HILL COUNTRY MILE TRAFFIC, YOU'LL SEE LOTS OF BURN, UM, WHEN YOU'RE LOOKING AT THESE COMPARED TO THE HOTELS.

UH, NOT A LOT OF MAJOR CHANGE, UM, IN WHERE PEOPLE ARE COMING FROM TO THE HILL COUNTRY MILE, UM, IN THESE THREE DIFFERENT REPORTS.

UM, WE DID SEE, UM, PROBABLY THE BIGGEST CHANGE IN THE FIRST QUARTER.

HEIM IN COMFORT, UH, AND COMFORT WASN'T REALLY A WHOLE, WHOLE LOT, BUT, UH, A LITTLE, A LITTLE MORE HEIM.

UM, WHICH IT'S NOT A HUGE POPULATION, BUT THEY'RE COMING HERE, SO THAT'S GOOD.

UM, ANY QUESTIONS ON THIS BEFORE I MOVE, MOVE TO SPENDING? SO WHAT'S BEING INCLUDED IN THE HEIM AREA? PEOPLE COMING FROM HEIM, I MEAN, BUT WHAT IS, WHAT IS HEIM IN THIS COURTIER RANCH GEOGRAPHICALLY, GEOGRAPHICALLY TO OVER THE COY AND CONTINUE TO GEORGE'S RANCH OR, I'M NOT SURE WHAT THE, THE BOUNDARY LINE IS.

IT'S, I GUESS WHATEVER IS DETERMINED BY OUR ADDRESS, THE MAP, BUT I MEAN, AS WE SEE MORE DEVELOPMENT OUT THAT WAY AND, AND WE'LL SEE MORE TRIPS INTO TOWN FROM TRUE.

OH YEAH.

SO I WOULD EXPECT THAT NUMBER TO GO UP ORGANICALLY.

WITHOUT US DO, YOU KNOW, DOING ANYTHING SO WELL, THAT IS TRUE.

WHEN YOU THINK ABOUT PLACES LIKE COURTIER, I WOULD EXPECT CORDIER TO KIND OF GET LUMPED INTO THAT HEIM FOOTPRINT.

SO I THINKING ON A LARGER NOTE, IF YOU JUST LOOK AT BERGHAM, IT'S STRANGE.

I MEAN, IT'S A TINY PLACE.

LIKE THE TRAFFIC REPORTS, YOU'RE GONNA SEE THAT BERNIE IS, IS DEFINITELY GONNA TAKE THE LEAD, UM, IN THE DESTINATIONS.

BUT IT'S A THIRD OF THE NUMBER THAT WE GET FROM SAN ANTONIO, RIGHT? YEAH.

AND THAT IS STUNNING.

UH, YOU KNOW, YOU'D THINK SAN ANTONIO SHOULD BE SUBSTANTIALLY HIGHER THAN THAT ONE WOULD THINK.

WHAT THE POPULATION, IT'S A GREAT OBSERVATION.

NO.

SO DON'T DISCOUNT OUR FRIENDS IN HEIM.

THEY'RE COMING TO THE HILL COUNTRY MILE MONEY.

UM, ALL RIGHT, SO THIS NEXT SET OF INFORMATION IS GONNA BE ABOUT SPENDING, SPECIFICALLY WHO'S SPENDING MONEY ON THE HILL COUNTRY MILE.

UM, SO JUST

[00:30:01]

I KNOW THIS TEXT IS REALLY TINY.

UM, I, I WISH THEY WERE CONSOLIDATED AND BIGGER, BUT, UM, THAT'S JUST HOW IT PRESENTS IT TO ME TO, TO ADD INTO THE MIX.

UM, NOT A LOT OF CHANGE BETWEEN FOURTH QUARTER ANNUAL AND FIRST QUARTER ON WHO IS DOING THE SPENDING IN BERNIE.

BUT IT'S INTERESTING TO SEE THAT A LOT OF OUR SPENDERS ARE, ARE HILL COUNTRY PEOPLE AS OPPOSED TO, YOU KNOW, OUR HOUSTON AND OUR DALLAS AND OUR AUSTIN.

SO FOCUSING ON OUR LOCALS IS A, IS A GOOD ANGLE, UM, WHEN IT COMES TO EXPENDITURES IN THE AREA.

ALRIGHT, QUICK QUESTION.

YEP.

A HIGH PERCENTAGE OF OUR VISITORS ARE FROM HOUSTON.

I DON'T SEE THAT ANYWHERE ON HERE.

THESE AREN'T VISITORS, THESE ARE PEOPLE SPENDING MONEY, SO WELL, YEAH.

SO YES, THEY ARE VISITORS GUESS SPEND MONEY AS WE, BUT IT'S SAYING THAT THE PEOPLE WHO SPEND THE MOST MONEY IN BERNIE ARE FROM BERNIE.

SO THAT'S SOMETHING TO CONSIDER FOR YOUR ADVERTISING PLAN.

UM, WHEN YOU'RE THINKING ABOUT WHO'S SHOPPING WITH YOU AND WHO'S DINING WITH YOU, IT'S GONNA BE, YOU KNOW, ARE OUR BERNIE PEOPLE ARE SAN ANTONIO PEOPLE.

KERRVILLE IS HIGH IN THERE, SPRING BRANCH, BANDERA, UM, COMFORT FREDERICKSBURG, AND THEN AUSTIN IS THE FIRST LARGE CITY OTHER THAN SAN ANTONIO.

UM, IF YOU'RE CURIOUS TO SEE WHAT THESE LOOK LIKE FURTHER BELOW THE AUSTIN PAGE BREAK, THERE IS MORE DATA.

UM, BUT THERE ARE SMALLER PERCENTAGES THAN WHAT YOU'RE SEEING HERE.

YEAH, I, I'D BE CURIOUS TO SEE VISUALLY AGAIN, WHAT THOSE AREAS ARE.

JUST LIKE WITH HEIM, WHERE DOES HEIM END UP IN THIS? IS IT IN THE BURNING NUMBER OR IS IT IN THE SPRING BRANCH NUMBER? OR WHAT ARE THE POLYGONS DEFINING THOSE AREAS? THERE'S THOSE OF CORPORATE BOUNDARIES.

YEAH, WE CAN, WE CAN ASK HOW THEY ARE BREAKING UP THOSE, THOSE CITIES.

BECAUSE, BECAUSE HEIM IS NOT A CITY, SO WHERE IS, WHERE ARE THEIR BOUNDARIES? THAT IS A GOOD QUESTION.

SO WE CAN ASK THAT QUESTION.

UM, AND THEN THIS IS JUST A DIFFERENT VISUAL DISCUSSING, UM, SPENDING.

AND IT IS COMPARING, UM, SPENDING DATA 2022 THROUGH 20, 25 YEAR TO DATE.

UM, IT'S SHOWING THAT OUR SPENDING IS UP.

UM, IT LOOKS LIKE 2025 IS SHOWING OUR SPENDING TO BE THE HIGHEST OUT OF, UM, THE YEARS PAST AT THIS POINT.

UM, SO JUST, THIS IS A NEW GRAPHIC THAT IN THE LAST SIX MONTHS HAS BEEN AVAILABLE TO US.

UM, AND I FIGURED IT WAS PRETTY RELEVANT TO, TO THIS TRACKS VERY CLOSELY WITH, IF YOU LOOK AT CONSUMER SPENDING AND CONSUMER CONFIDENCE FOR THE LAST TWO YEARS AND THE BEGINNING OF THIS YEAR, THAT TRACKS VERY CLOSELY WITH THOSE NUMBERS, THE DISTRIBUTION OF THAT INFORMATION.

NO.

ANY QUESTIONS BEFORE I MOVE ON TO ADVERTISING? GUY? YOU HAVE A FACE.

IT'S A FACE THAT LOOKS LIKE YOU'RE ABOUT TO ASK A QUESTION, THAT I'M GONNA STRUGGLE TO FIND AN ANSWER FOR YOU 'CAUSE YOU LIKE TO DO THAT TO ME.

, I JUST DON'T KNOW.

THOSE NUMBERS JIVE FOR ME, BUT OKAY.

LET'S, WE'LL, WE'LL MOVE ON.

NO, NO.

ELABORATE.

I'M CURIOUS.

YEAH, FOR IT, IT IS SHOCKINGLY HIGH.

UH, COMPARED TO THE OTHER DATA THAT WE'VE SEEN AS OF UP TO THIS POINT.

SO ALL THE DATA THAT WE'VE SEEN IS THAT, YOU KNOW, 20, THE FIRST PART OF 2025 HAS BEEN FLAT.

DOWN OR SLIGHTLY UP, DEPENDING ON WHAT YOU'RE TALKING ABOUT.

NOT THE SPIKES THAT WE'RE SEEING HERE.

SO THAT, THAT JUST, SO IF YOU, IT SEEMS LIKE AN ANOMALY OR SOMETHING IS SOMETHING IS NOT BEING COUNTED THE SAME OR I, I DON'T KNOW.

GOOD POINT.

MORE JOE IS SPENDING IT COMING FROM BURNING PEOPLE.

DOES THIS MEAN THAT BURNING PEOPLE ARE SPENDING MORE MONEY AND INCREASING THIS SCRAP? I WOULD THINK YES.

ACCORDING TO HOW THESE ARE STRUCTURED, THE SPENDERS ARE BURNING PEOPLE.

SO THE BURNING PEOPLE ARE SPENDING MORE MONEY IN THEIR OWN TOWN.

WOULD THAT, THAT ACCOUNT FOR THIS SPREAD? WELL, I THINK, WHAT ARE YOU SAYING THAT WHEN YOU LOOK AT LIKE, THE CHART OF HOW MUCH MONEY YOU'RE MAKING PER MONTH'S, NOT REPLICATING THAT? NO.

THAT ANYTHING TO DO WITH MY, MY SPECIFIC SITUATION AT ALL.

THIS IS JUST BASED OFF ALL THE INFORMATION WE HAD PRIOR.

ALL THE, OH, ALL THE SLIDES PRIOR TO THIS WAS NOT SHOWING THIS KIND OF, THOSE WERE YEAR OVER YEAR.

AND THIS IS USING 2018 AS A BENCHMARK.

SO IT'S A DIFFERENCE, PERCENT DIFFERENCE BASED ON THE 2018 BENCHMARK AVERAGE AS THE AVERAGE 2018 OR 22.

2 22 SAYS PERCENT DIFFERENCE RELATIVE TO 2018.

2018 AVERAGE.

OH, I SEE.

RIGHT UNDER SPENDING BY YEAR.

IT'S IN SMALL TYPE.

IT'S A DIFFERENT, THE OTHERS WERE QUARTER, YEAH, YEAR OVER YEAR.

IT IS VERY TINY TYPE GOLD STARS FOR SEEING IT.

TOMMY .

[00:35:01]

QUARTERS AND YEAR TODAY VERSUS 2018.

I MEAN, CLOSE OF THE YEAR.

DO YOU WANNA TALK ADVERTISING? JUST COMPARING TO A PRE COVID YEAR? YEAH, NO WORRY.

SO AGAIN, THAT MAKES ME KIND OF GO, EH, YEAH, IT'S JUST, OKAY.

ALRIGHT.

OH, OKAY.

SO I DO HAVE SAME THING.

QUESTION ABOUT VISITOR DEMOGRAPHICS FOR HILL COUNTRY MILE.

DO YOU WANNA SORT OF STICK WITH THE SAME LINE OF THOUGHT THAT WE HAD FOR HOTELS, OR DO YOU WANNA SEE VISITOR DEMOGRAPHICS CONSISTENTLY EACH QUARTER? ACTUALLY THE PERCENTAGE OF WHITES ARE DOWN 10% VERSUS THE, THE WHOLE AND THE END COMES UP 300 .

UM, SO ANOTHER, ANOTHER, THERE'S ANOTHER VERSION OF THIS REPORT.

AND BECAUSE WE HAD THREE TO SHOW IN THIS PARTICULAR MEETING, I WENT WITH THE CONSOLIDATED VERSION.

THERE IS ANOTHER VERSION OF THIS REPORT, AND YOU MAY REMEMBER THEM FROM PAST MEETINGS WITH THE CIRCLES.

AND IT SHOWS PERCENTAGES OF, YOU KNOW, DIFFERENT DEMOGRAPHICS.

I CAN KEEP BRINGING THAT ONE TO THE TABLE IF YOU LIKE, HOW THAT PRESENTS SO THAT YOU CAN SEE THE DIFFERENCE BETWEEN, YOU KNOW, WHITE PEOPLE, HISPANIC PEOPLE, ASIAN PEOPLE, THINGS LIKE THAT.

I, I WOULD BE PROBABLY A LITTLE MORE INTERESTED IN SEEING THE INCREASE OF THE, YOU KNOW, NON-OBVIOUS INCREASES.

YOU KNOW, IF IF THERE'S, IF THERE IS A DEMOGRAPHIC THAT IS SHOWING AN INCREASE OR DECREASE, YEAH.

THAT OTHER REPORT HAS THAT.

SO I CAN, I CAN BRING THAT ONE TO THE TABLE.

I WOULD PROBABLY HAVE A LITTLE MORE PROBLEMS WITH IT.

I WILL BRING YOU CIRCLE GRAPHS IN THE FUTURE.

ALRIGHT, NOW WE'RE GONNA

[a. Current/Recent Advertising Creative]

TALK ADVERTISING .

UM, ALL RIGHTY.

SO CURRENT AND RECENT ADVERTISING, THIS IS ALL CONTENT AND ADVERTISING THAT HAS BEEN LIVE SINCE WE WERE TOGETHER LAST.

SO THERE'S NOT, THEY'RE NOT IN CORRELATION WITH THE DATE RANGE ON THE DATA THAT WE JUST LOOKED AT.

SO, UM, WE DID LAW AND I, I WAS TELLING JEANETTE I WISH WE'D DONE A PAGE ABOUT THE PASSPORTS EXCLUSIVELY, BUT WE'RE GONNA TALK ABOUT PASSPORTS BECAUSE WE'RE LOOKING AT AN AD FOR PASSPORTS RIGHT HERE.

UM, WE DID LAUNCH A SIP AND STROLL PASSPORT, A DINING PASSPORT, AND WE'RE ABOUT TO LAUNCH A RETAIL PASSPORT HERE WITHIN THE NEXT WEEK OR SO.

WE'RE GONNA SORT OF SEE HOW THE CLIMATE LOOKS.

UM, BUT SO THESE ARE EXAMPLES OF SOME PRINT ADVERTISING THAT WE'VE BEEN A PART OF, UM, SINCE WE WERE TOGETHER LAST.

UM, AND THEN THIS IS GONNA BE SOME OF OUR DIGITAL STUFF THAT WE RAN SINCE WE WERE TOGETHER.

LAST, UM, WE HADN'T TALKED ABOUT CHRISTMAS ADVERTISING.

SO THESE ARE MAKING AN APPEARANCE.

UM, RIGHT NOW, UH, WE'VE BEEN WORKING WITH TOUR TEXAS AND TEXAS HIGHWAYS.

UM, THEY'RE, THEY'RE PROVEN TO BE GOOD FOR US IN THE PAST, AND THEY'RE VERY NICE TO WORK WITH.

UM, WE DID DO A FIVE MARKET ARTICLE THROUGH CULTURE MAP, UM, IN THIS PARTICULAR ARTICLE RAN IN HOUSTON, AUSTIN, SAN ANTONIO, DALLAS, AND FORT WORTH THIS SPRING.

UM, AND IT, AND IT HIGHLIGHTED, UM, SIPPING IN TOWN AS WELL AS THAT SIP AND STROLL PASSPORT THAT WE LAUNCHED.

UM, AND THEN WE'VE DONE SOME SEARCH AND SOME SOCIAL AS WELL AS SOME SOME STANDARD DISPLAY, WHICH IS, YOU KNOW, THE ADVERTISING THAT YOU SEE AS YOU MEANDER AROUND THE INTERNET THAT POPS UP ON WEBSITES, UM, AND IN OTHER PLACES.

THAT'S WHAT STANDARD DISPLAY ADVERTISING IS.

UM, WE DID RUN THAT CAMPAIGN THAT WE'RE SHOWING ON THE BOTTOM LEFT THAT I'M TALKING ABOUT THROUGH THE DATA FI DASHBOARD, WHICH IS REALLY NICE.

UM, WE'RE ABLE TO ACTUALLY SEE WHEN PEOPLE ARE EXPOSED TO AN AD, HOW LONG IT TAKES FOR THEM TO COME INTO MARKET.

UM, SO AT THE TIME THAT WE, UM, GOT THE LAST SET OF DATA FROM OUR FRIENDS OVER AT DATA FI AND A JR MEDIA, UM, WE SAW 904 TRIPS TO BERNIE WITH 190 ROOM NIGHTS, UM, FROM PEOPLE SPECIFICALLY THAT SAW THAT SET OF ADVERTISING.

HOW'S THAT MEASURED? HOW IS THAT MEASURED? YEAH.

CELL PHONES, BIG BROTHERS.

CREEPY.

PEOPLE THAT WE'RE SEEING AND TYPES OF PEOPLE THAT WE'RE SEEING THROUGH THAT DATA COLLECTION, THROUGH THAT PLATFORM AS WELL.

CREEPY STUFF.

UH, BUT IN THIS INSTANT TECH INSTANCE, TECHNOLOGY IS OUR FRIEND THAT SEEMS REALLY HIGH FOR THAT CLICK THROUGH RATE.

THAT'S INTERESTING.

THAT'S GOOD NEWS.

THAT MEANS IT'S WORKING WELL.

AND ALSO, SO THE, THE TARGETING THROUGH DATA FI, IT IS GOING AFTER PEOPLE THAT IT'S, IT'S REALLY NICHE TARGETING THE

[00:40:01]

COULD THIS BE WHY THE DEMOGRAPHIC'S NOT CHANGING? NO, I DON'T THINK SO.

UH, SO JESSICA AND ISMAIL HAD BOTH COME TO VISIT RIGHT BEFORE THE LAST BOARD MEETING.

THAT HAS MORE TO DO WITH THE PEOPLE WHO ARE ACTUALLY COMING.

GOTCHA.

SO WE'RE, WE'RE TARGETING THEM AFTER WE'VE IDENTIFIED WHO OUR PEOPLE ARE THAT WE'RE BEAUTIFUL TOO.

UM, WE'VE BEEN DOING SOME NEWSLETTER ADVERTISING.

UM, THESE ARE, UM, TOUR TEXAS.

THEY'RE HOT AND HAPPENING, UM, AS WELL.

HOT E-NEWSLETTER, THAT WORD HOT IN THAT TOP ONE ISN'T SUPPOSED TO BE THERE, SORRY.

UM, BUT THESE ARE THE, THE TWO DIFFERENT NEWSLETTERS THAT TOUR TEXAS DOES.

AND, UM, HOT AND HAPPENING IS AN EVENT NEWSLETTER SPECIFICALLY, AND WE WERE TALKING ABOUT CAR SHOWS, UM, CULINARY CAMPAIGNS.

UM, SO MY CAPSTONE PROJECT FOR TOURISM COLLEGE WAS TO CREATE A CULINARY TOURISM STRATEGIC PLAN.

SO YOU'LL SEE THAT THERE IS, UM, SOME ADDITIONAL CULINARY SPECIFIC CAMPAIGNS IN THE WORKS.

UM, AND THAT ALSO HAD TO DO A LITTLE BIT WITH THE, THE PASSPORT AS WELL TO REALLY SORT OF FOCUS ON DINING AND SIPPING THROUGHOUT OUR COMMUNITY.

UM, WE RAN SOME MEDIA WIRES AS WELL.

UM, THOSE GET A LOT OF POTENTIAL REACH FOR US.

UM, SO WE, WE HIGHLIGHTED AND SUPPORTED, UM, THE BERNIE JEWELERS, UM, WHEN HE PASSED AND TO GET SOME ATTENTION, UH, TO THAT BUSINESS AS WELL AS PROMOTING THE SIP AND STROLL PASSPORT.

UM, AND I WENT AND VISITED OUR FRIENDS UP IN HOUSTON AGAIN, .

OKAY, I'M FADING.

DO I NEED TO BRING THIS DOWN? BETTER .

THAT'LL MAKE IT EASIER FOR JEANETTE TO DO MINUTES LATER IF SHE CAN HEAR ME.

UM, SO WE WENT TO HOUSTON AGAIN, UH, TO TALK ABOUT TRAVELING TO BERNIE IN THE SPRINGTIME.

UM, AND THAT IS ALWAYS, UH, A FUN ADVENTURE AND A GREAT WAY FOR US TO HAVE OUR FACE IN, UM, HOUSTON, WHICH IS OUR PRIMARY MARKET.

UM, AND THEN INFLUENCERS,

[b. Influencer Status Report]

SO WE SORT OF, WE SHARED SOME OF THE CONTENT THAT THEY POSTED AND COLLECTED WHILE THEY WERE IN MARKET IN THE LAST MEETING THAT WE HAD BECAUSE WE HAD THE INFORMATION AVAILABLE.

UM, BUT THEY HAVE ALSO CONTINUED TO POST, UM, AND HAVE BEEN REALLY HELPFUL IN THIS FIRST QUARTER, ACTUALLY CALLED 'EM UP AND SAID, HEY, BUSINESS IS KIND OF DOWN.

WOULD YOU BE WILLING TO POST ABOUT US? AND THEY SAID, SURE.

SO SHE JUST, THEY POSTED ABOUT US AND GAVE US SOME GOOD BERNIE LOVE.

UM, AND WE DIDN'T PAY FOR THAT, SO THAT WAS REALLY NICE.

UM, BUT THIS IS JUST FOUR OF THE POSTS THAT THEY DID SINCE WE WERE LAST TOGETHER.

THEY DID PROBABLY ABOUT 12 BETWEEN THE DIFFERENT ACCOUNTS THAT THEY HAVE.

UM, WE DID COORDINATE, UM, A CONTRACT WITH EXPLORE WITH WESLEY.

UM, ACTUALLY WE ARE DOING A QUARTERLY, UM, CONTENT, NOT CONTEST.

WE HAVE A CONTRACT WITH HIM TO POST ABOUT US THROUGHOUT THE YEAR, QUARTERLY.

SO THIS IS SOME OF THE CONTENT THAT HE HAS BEEN CREATING AND POSTING, UM, ABOUT US HERE IN BERNIE.

UM, WE HAVE A SIMILAR CONTRACT AT PLAY RIGHT NOW WITH SA FOODIE, UH, WHO ALSO HAS TEXAS EXPLORER.

UH, HER TEXAS EXPLORER ACCOUNT IS, UM, PRIMARILY TOURISM, WHEREAS SA FOODIE IS MUCH HEAVIER ON FOOD SPECIFIC AS WELL AS IN SAN ANTONIO.

SHE WILL TRAVEL A LITTLE BIT, BUT IT IS, IT'S PRIMARILY SAN ANTONIO, UM, UH, BUSINESSES THAT SHE WILL GO AND FEATURE.

UM, AND THEN THESE ARE JUST A HANDFUL OF FREEBIE THINGS THAT WE'VE GOT AND THAT WE'VE WORKED WITH PEOPLE, UM, OVER THE LAST QUARTER OR I GUESS SIX MONTHS.

UM, BUT THAT, THOSE WERE ALL FUN FREE SURPRISES.

SO.

ANY QUESTIONS? THANKS GUYS.

[a. Tourism Industry Update]

THAT'S REALLY HELPED US OUT IS, UH, YOU SAW A JR MEDIA ON A LOT OF THE ADVERTISING TOUR TEXAS ON DIFFERENT MAGAZINES AND DATA FI.

UH, THAT COMPANY'S OWNED BY A GENTLEMAN BY THE NAME OF, UH, NELSON GUM.

I'VE KNOWN NELSON FOR I GUESS 35 YEARS, AND HIS DATA COMPANY, DATA FI TORI'S WITH THEM ALL THE TIME.

SHE HAS BUILT SUCH A GREAT, UH, RELATIONSHIP WITH THESE GUYS.

WELL, WE SAW BUSINESS SORT OF GOING THE WRONG DIRECTION.

WE GOT ON WITH NELSON.

I GOT ON THE PHONE WITH HIM AND SAID, HEY, WE'RE, THE TREND WE'RE SEEING IS THAT THINGS ARE GONNA GO A LITTLE BIT SOUTH.

WHAT CAN YOU DO FOR US? THEY PROVIDED US WITH A LOT

[00:45:01]

OF FREE STUFF.

I MEAN A LOT OF PRINT ADVERTISING, NEWSLETTERS, DATA.

I MEAN, THEY'VE BEEN REALLY, REALLY GOOD TO US.

AND TORY'S GOT A GREAT RELATIONSHIP WITH HIS COMPANY AND THE LADY THAT DOES THE DATA FILE IS FAIRLY NEW.

BUT WE WERE AT A CONFERENCE, UH, IN, AT A AND M AND THE LADY THAT DOES THE DATA FILE SAID WE LOVE WORKING WITH TORY.

SHES A LOT OF GREAT QUESTIONS AND REALLY CHALLENGES ME ON A LOT OF STUFF.

SO IF THERE'S SOMETHING YOU WANNA SEE OR NEED, YOU KNOW, TORI'S RELATIONSHIP WITH HER WILL, WILL GET US WHERE WE NEED TO BE.

AND THEY'RE ALWAYS LOOKING AT NEW STATISTICS AND NEW THINGS THAT WE CAN DO.

WE LIKE TO REALLY TRY TO DO THINGS A LITTLE BIT DIFFERENTLY.

BUT, UH, HATS OFF TO HER FOR, FOR BUILDING THAT RELATIONSHIP.

UH, WE WENT TO THE WINTER CONFERENCE WITH T-A-C-P-B, UH, AND WACO, UH, EX EX OFFICIO AT T-A-C-P-B ANNUAL CONFERENCE IN FORT WORTH'S COMING UP, UH, UH, IN SEPTEMBER.

THAT'S COMING UP.

QUICK UNITY DINNER.

JEANETTE AND I WENT TO IN AUSTIN, TOURISM COLLEGE JUST TOOK PLACE.

UH, YOU MAY HAVE SEEN, UH, TORI GRADUATED FROM TOURISM COLLEGE.

IT'S A THREE SUMMER PROGRAM WHERE SHE GOES AND LEARNS EVERYTHING YOU WANNA KNOW ABOUT TOURISM IN THE HOTEL INDUSTRY AND WHAT HAVE YOU.

AND WHEN SHE FINISHED, SHE IS NOW A CERTIFIED TOURISM EXECUTIVE WITH THE STATE OF TEXAS.

SO, CONGRATULATIONS.

IT'S, IT'S A LOT OF WORK.

IT'S A, IT'S A LOT OF WORK.

UH, JEANETTE GRADUATED, UH, TWO 18 , SO THEY'RE BOTH CERTIFIED .

THERE YOU GO.

BUT, UH, CONGRATULATIONS TO THEM.

TORI DID, TORI DID A REALLY, REALLY GOOD JOB, UH, AT TOURISM COLLEGE.

[c. Hotel Occupancy Tax Grants Update]

UH, JEANETTE FOR HER FOURTH YEAR TAUGHT, UH, HOTEL OCCUPANCY TAX 1 0 1, SO THE FRESHMAN CLASS.

AND, UH, I, I HAPPENED TO CATCH THE LAST 15 MINUTES OF HER CLASS AND SHE WAS JUST GETTING BOMBARDED WITH QUESTIONS AND WANTING TO MEET WITH HER.

SHE DID A, SHE DOES A REALLY GOOD JOB OF TAKING THE HOT TAX AND PUTTING IT IN A LANGUAGE WHERE PEOPLE CAN UNDERSTAND IT.

AND THESE ARE PEOPLE THAT ARE ALL FRESHMEN.

UH, AND SHE DID HER EXCELLENT JOB AND THEY'VE ALREADY ASKED HER TO COME BACK NEXT YEAR, UH, TO, TO, UH, DO THE FRESHMAN CLASS.

I SPOKE THIS YEAR TO THE ALUMNI CLASS.

IT'S A PROGRAM THAT I PUT TOGETHER CALLED FROM, UH, FROM SURVIVING TO THRIVING, CHANGING YOUR MINDSET.

IT'S, UH, I'VE HAD FIVE REALLY GREAT MENTORS IN MY CAREER OVER THE LAST HOW MANY YEARS IT'S BEEN.

UH, SOMEBODY TOLD SOMEBODY YESTERDAY I USED TO RENT HOTEL ROOMS AT THE ALAMO WHEN IT WAS GOING ON.

BUT, UH, UH, IT WAS A GOOD CLASS.

IT WAS, IT WAS WELL TAKEN.

AND THEY'VE ALREADY ASKED ME TO COME BACK AGAIN NEXT YEAR.

AND THEN TORI WILL GO BACK AS AN ALUM, UH, NEXT YEAR TO, TO ATTEND THAT.

SO CONGRATULATIONS TO HER.

IT, UH, HOW MANY PEOPLE GRADUATED? PROBABLY IT WAS THE LARGEST CLASS.

'CAUSE WE WERE ALSO THE FIRST CLASS POST COVID, COVID.

I THINK WE HAD 27, 28.

IT, IT WAS A REALLY GOOD CLASS.

IT WAS A GOOD CLASS.

UM, ONE OTHER THING IS, UH, WE TALKED ABOUT NELSON GUM AND TORY, UH, WE'RE REALLY TRYING TO FIND, UH, MORE EDUCATIONAL THINGS THAT THEY CAN GET INVOLVED IN.

UH, THE, THE WORLD OF STATISTICS AND ANALYTICS IS CHANGING WEEKLY.

WE GET CALLS ALL THE TIME.

UH, JEANETTE HAS DONE AN EXCELLENT JOB ON THE, THE HOTEL OCCUPANCY TAX AND, UH, REFINING THAT PROGRAM THAT SHE TEACHES.

SO, UH, HATS OFF TO THEM.

THEY DID AN EXCELLENT JOB.

UH, AND LET ME SEE WHAT ELSE WE GOT.

ANY QUESTIONS SO FAR ON THAT, LARRY, ON THE INDUSTRY TOURISM, ANY LEGISLATIVE CHANGES THAT WE NEED TO NO, YOU KNOW, IT, IT WAS PRETTY BORING.

I MEAN, THANK GOD, NOT, NOT MANY PEOPLE CAME, UH, LOOKING FOR, YOU KNOW, TO, TO TAKE THE HOT TAX AWAY FROM US.

THERE WERE TWO OR THREE, BUT THEY GOT SQUASHED PRETTY EARLY ON.

UH, AND IN THE, UH, SPECIAL SESSIONS THAT'S COMING UP, I GOT THE LIST TODAY OF THINGS THAT THEY'RE GONNA TALK ABOUT, AND THERE WAS NOTHING ON THERE ABOUT OCCUPANCY TAX.

OKAY, GOOD.

SO IT'S, IT'S PRETTY MUCH BEING LEFT ALONE.

THE GROUPS THAT WE COLLABORATED IN, I WOULD SAY THESE ARE SOME OF THE ONES THAT WE'VE WORKED ON IN, IN GROUPS.

SO THAT'S, THAT'S GOOD.

AND, UH, THE INDUSTRY GOT, UH, MORE FUNDING THAN WE'VE EVER HAD FOR THE BY ANNUM IT WAS $138 MILLION.

SO, WOW.

THEY, THEY KNOW THE VALUE OF TOURISM.

UH, SOME OF

[b. Groups/Collaboration Update]

I WILL TELL YOU RIGHT NOW THAT WE'RE, WE'RE GETTING MORE CALLS RIGHT NOW FOR GROUPS THAN WE'VE SEEN IN A WHILE.

I WAS TELLING, UH, ROSS A MINUTE AGO, WE GOT THE FIREFIGHTER, UH, GAMES IN 2027.

700 TO 800 PEOPLE IN ONE WEEK, UH, COMING TO THE CITY.

THEY GOLF, THEY THROW DARTS, THEY PLAY POKER, THEY GO BOWLING, THEY DO FRISBEE, GOLF, THEY DO STUFF ALL WEEK LONG.

THEY GET THIRSTY.

THEY DRINK A TON OF BEER, .

AND THEY SAID, YOU'LL SELL A LOT OF BEER.

AND, AND, UH, WE, UH, WE, WE, WE, THEY HAVEN'T PICKED A SPOT FOR 26 YET, BUT WE DON'T HAVE THE FACILITIES BUILT YET.

WITH THE NEW PARK THAT WE'RE GONNA DO, THAT'LL BE OPEN IN 27.

WE'RE GETTING A, WE'RE GETTING CALLS.

I'M GETTING CALLS FOR GROUPS TO

[00:50:01]

COME BACK.

UH, LIVING CHURCH OF GOD.

UH, THE GARY STEIN THAT COORDINATES THAT CALLED ME SATURDAY MORNING JUST TO MAKE SURE WE WERE OKAY BECAUSE OF THE FLOODING.

AND I ASKED HIM HOW THAT WAS COMING FOR 27 AND 26 8, AND HE SAID, I'M WORKING OUT RIGHT NOW.

HE'S GONNA COME DOWN IN ABOUT THREE OR FOUR WEEKS TO GO TO THE BEVY, TALK TO THEM AND SEE WHAT OTHER HOTELS WE NEED TO USE.

BUT THEY ARE DEFINITELY COMING BACK.

WE HAVE A DENTAL GROUP THAT WE'RE TRYING TO GET BACK, BUT IT, IT, WE'RE SEEING A LOT OF ACTIVITY RIGHT NOW.

ONE THING I'M GONNA MENTION IS THAT BECAUSE OF WHAT'S GOING ON WITH THE FLOODING AND WHAT HAVE YOU, I GOT A CALL TODAY FROM ONE OF THE, WE HAVE MASON CLAIMS AND CLAIMS HERE IN TOWN.

AND THESE ARE FOLKS THAT GO OUT AND, AND DO WORK IN DISASTERS AND FLOODING AND WHAT HAVE YOU.

SO THEY'RE INSURANCE ADJUSTERS MORE OR LESS.

I GOT A CALL FROM ONE OF 'EM TODAY, UH, 14 TO 16 PEOPLE FOR A MONTH, MONTH AND A HALF.

SO THOSE PEOPLE WILL START SHOWING UP, UH, AND NEEDING PLACES TO STAY.

AND THEY SAY THEY NECESSARILY DON'T LIKE STAYING IN THE COMMUNITY THAT THEY'LL BE WORKING IN.

THEY LIKE TO STAY ON THE OUTSKIRTS.

SO YEAH, I'M GONNA CALL MASON CLAIMS AND ALLCAT AND SEE IF THEY CAN GIMME A LIST OF PEOPLE THAT WOULD PROBABLY COME HERE.

AND THE FOLKS THAT I'M TALKING TO ARE OUT OF LOUISIANA.

AND, UH, SO WE'LL START SEEING OF THOSE, SOME OF THOSE LONG TERM STAYS.

SO WE'LL KEEP YOU POSTED ON THAT.

UH, UH, HERE'S MORE GROUPS.

UH, VAL IS REALLY GETTING INTO IT.

SHE, SHE HAD THIS INTEREST.

SHE HAD A, A SOCIETY FOR WOMEN OF CIVIL WAR, AND BERNIE, UH, VAL IS REALLY INTERESTED IN, UH, THE HISTORY.

UH, BERNIE FIRE DEPARTMENT, ORGANIZED NATIONAL HONOR GUARD ACADEMY.

SO WE'RE JUST LOOKING FOR JUST ALL, IT'S A LOT OF, IT'S WHAT WE CALL SMURF, BUSINESS, SOCIAL, MILITARY, EDUCATIONAL, RELIGIOUS, AND FRATERNAL.

IT'S A LOT OF THAT BUSINESS.

WE WISH YOU HAD MORE CORPORATE BUSINESS IN THE AREA, BUT IT JUST, IT ISN'T THERE.

BUT WITH WHAT'S GOING ON, I THINK WE'RE GONNA SEE SOME BUSINESS THAT WE'VE NEVER REALLY SEEN BEFORE.

THESE ARE THE FOLKS THAT, UH, Y'ALL VOTED ON THIS PAST, UH, APRIL TO, TO GIVE MONEY TO.

AND THIS IS KIND OF WHERE WE'RE AT NOW.

UH, TOUR DE BERNIE JUST TOOK PLACE A WEEK AGO AND, UH, WE GAVE THEM A LITTLE BIT MORE THAN WE'VE HAD IN THE PAST, AND THEY NEEDED TO PICK UP A TON OF ROOMS. AND I THINK THEY'RE GONNA FALL SHORT AND THEY WILL FALL SHORT, FALL SHORT AS A, THEY SAID THEY HAD A THOUSAND WRITERS AND I FORGOT HOW MANY ROOMS THEY WOULD'VE HAD SOLD, BUT I DON'T THINK THEY GOT ANYWHERE NEAR WHAT THEY NEEDED TO DO.

WE'LL ADDRESS THAT LATER ON DOWN THE LINE.

BUT, UH, THOSE ARE THE FOUR FOLKS THAT WE GOT TO.

WE HAVEN'T HEARD OF ANYBODY ELSE.

THE ONES THAT WERE, THIS WAS THE GRANT MONEY THAT WAS APPROVED LAST YEAR FOR THIS YEAR BEFORE, YEAH, FOR 2025.

RIGHT.

10,002 EVENTS HAVE TAKEN PLACE.

THE OTHER TWO, NOT, NOT YET.

AND HERE'S THE SCHEDULE OF THE MEETINGS UPCOMING, UH, SCHEDULES OUT.

UH, AND THAT'S ALL I HAVE.

KEEP IN MIND, IN ONE WEEK WE HAVE ETHICS TRAINING YES.

IN THIS SPACE.

YEP.

BASICALLY ALMOST THE SAME TIME.

SLIDE FIVE 30.

THAT'S ALWAYS EXCITING, RIGHT? THE 16TH.

OH, THERE IT IS.

I'M SORRY.

ANY QUESTIONS OF ME AND WHAT WE'RE DOING, WHY WE'RE DOING IT, WHAT WE SHOULD BE DOING.

TODD, ANYTHING .

I WAS, I WAS, UH, REALLY INTERESTED IN THE MARKETS THAT ARE FEEDING INTO THE CITY, AND I WAS SURPRISED THAT HOUSTON WAS NUMBER ONE.

HOW, WHY IS THAT? IS THAT 'CAUSE OF THE SIZE OF IT OR IT'S BECAUSE IT'S HUMID IN HOUSTON AND IT'S NOT HOW MANY MILLION? HOUSTON'S ALWAYS BEEN OUR NUMBER ONE LOCATION.

I WAS AT TAPIO FOR 10 YEARS, AND, AND HOUSTON PROBABLY REPRESENTED HALF OF OUR BUSINESS OVERALL, WHETHER IT WAS LEISURE OR CORPORATE OR WHAT HAVE YOU.

AND WE'VE SPENT A LOT OF TIME OVER THE YEARS IN HOUSTON, YOU KNOW, GOING TO TELEVISION AND DOING THINGS.

AND THE CONTACTS THAT WE HAVE HERE IN, IN HOUSTON, HOUSTON'S ALWAYS BEEN NUMBER ONE.

AUSTIN WAS NUMBER TWO FOR A GOOD WHILE.

AND THAT'S CHANGED.

IT'S DALLAS FORT WORTH NOW.

AND, AND AUSTIN'S GOING COME IN THIRD NOW.

HUH.

SO, UH, IT, IT SHUFFLES AROUND A LITTLE BIT, BUT HOUSTON'S JUST, PEOPLE IN HOUSTON JUST LOVE COMING TO THE HILL COUNTRY.

AND IT MAKES SENSE.

WE'RE USING, SPENDING OUR MONEY IN THOSE CITIES TO, YOU KNOW, UH, ADVERTISE.

CHINESE WOULD, PROBABLY CHINESE.

DID WE EVER ADVERTISE IN THE VALLEY AT ALL? LIKE, IS THAT A MARKET THAT WE COULD NO, NOT REALLY.

PEOPLE, NO.

AND, AND THERE'S WAYS TO DO IT, UH, INEXPENSIVELY IT, YOU KNOW, THROUGH NEWSPAPER AND SOME OTHER PLACES.

YOU KNOW, IT, IT'S FUNNY 'CAUSE I THOUGHT ABOUT THIS THE OTHER DAY, I GUESS HOW MANY YEARS AGO WE USED EPOCH TIMES, MAN, WE, WE FOUND A, A ASIAN NEWSPAPER IN HOUSTON, AND IT'S IN JAPANESE, I GUESS KOREAN PROBABLY, OR VIETNAM.

AND WE, WE COULD BUY A, A ONE INCH BANNER ON THE BOTTOM OF A PAGE FOR 250 BUCKS AND IT GOES 800,000 PEOPLE IN THE HOUSTON AREA.

AND WE RAN THAT.

AND TWO WEEKS LATER WE HAD PEOPLE COMING IN AND, UH, WE'RE GONNA START THE PAPER.

THEY HAD THE PAPER.

THEY SAID WE WERE GONNA GO CORPUS CHRISTI, BUT WE DECIDED TO COME TO HOUSTON.

THEY

[00:55:01]

HAD THE PAPER WITH HIM.

AND I GO, IT'S SO GOOD TO SEE YOU.

AND, UH, AND, UH, WE NEED TO DO, WE NEED TO LOOK AT SOME OF THOSE SMALL THINGS THAT IN, IN THE VALLEY, CORPUS CHRISTI, YOU KNOW, UH, SPECIFIC MARKETS.

WE'RE GONNA START LOOKING AT THAT.

YOU KNOW, WE USED TO HAVE THAT AS PART OF OUR STRATEGIC PLAN, AND WE TOOK IT OUT.

WE NEEDED MAYBE LOOK AT THAT AGAIN.

ANECDOTALLY, UH, WE SEE QUITE A FEW, UH, MEXICAN NATIONALS COME UP OUTTA LAREDO.

PARTICULARLY ON THE WEEKENDS.

THAT'S STARTING TO PICK BACK UP AGAIN.

IT, IT REALLY IS TOO.

WE, WE, UH, I HAVE A, A GOOD FRIEND THAT HANDLED THAT MARKET FOR THE CONVENTION VISITOR BUREAU IN SAN ANTONIO FOR PROBABLY 15, 20 YEARS.

AND FRANCIS IS, UH, ON HER OWN NOW.

AND I CALLED HER ABOUT THREE WEEKS AGO JUST TO SEE HOW SHE'S DELAYED.

SHE WAS A LITTLE BIT ILL AND SHE SAID, IF WE EVER NEED TO GET INTO THAT MARKET IN MEXICO, UH, IN, UH, NEW MEXICO CITY, GUILA HEART, MONTEREY, SHE CAN HELP US DO THAT.

SO I'M GONNA SIT DOWN AND TALK TO HER IN A FEW WEEKS AND, AND SEE HOW WE MIGHT BE ABLE TO TAP THAT.

BUT WE'RE SEEING IT COME BACK.

UH, INTERESTING ENOUGH IN SAN MARCUS, MY COUNTERPART IN SAN MARCUS, WE CALLED HER WHEN THINGS STARTED SLIDING DOWN AND SHE SAID THE OUTLET MALL IS CALLING ME ON A REGULAR BASIS BECAUSE THEIR BUSINESS IS HORRIBLE.

IT, IT WAS JUST REALLY, REALLY BAD.

AND SAN MARCUS TOOK A BIG HIT THIS YEAR.

THEY, THEY HAD A REALLY TOUGH FIRST QUARTER AND, UH, YOU KNOW, OVERALL WE'RE, WE'RE, WE'RE HUNTING FOR NEW STUFF ALL THE TIME.

AND THEY WERE REMODELING THAT CONVENTION CENTER.

EMBASSY SUITES.

THAT, THAT, THAT HOTEL DOES REMARKABLY WELL.

IT JUST, IT'S, IT'S CRAZY HOW WELL THAT HOTEL DOES.

IT'S GOOD, LIKE 60,000 SQUARE FEET OF MEETING SPACE OR SOMETHING LIKE THAT.