Jul 09, 2026 Visit Boerne Advisory Board

GOOD.

[00:00:01]

[1. CALL TO ORDER – 4:00 PM]

NOTE THAT WE DO HAVE A QUORUM WITH ALL DIRECTORS PRESENT.

HALLE LEE, YOURSELVES.

A ROUND OF APPLAUSE.

IT'S A VERY GOOD TURNOUT.

WE DID THAT.

'CAUSE NICK'S HERE, SO, UH, YEAH, OF COURSE.

YEAH.

IT GOES WITHOUT SAYING.

RIGHT? SO, UH, APPRECIATE EVERYBODY BEING HERE TODAY ON THIS BEAUTIFUL SUMMER AFTERNOON.

JUST VERIFY WITH YOU, JEANETTE, THAT EVERYTHING WAS PROPERLY POSTED AND NOTICED.

ALRIGHT, VERY GOOD.

THANK YOU.

I'D LIKE TO TAKE A MOMENT AND WELCOME, UH, TRONG TO THE BOARD AND, UH, GIVE HER AN OPPORTUNITY TO INTRODUCE YOURSELVES.

HI, UH, MY NAME IS STRAND AND I WORK AT THE BEVY HOTEL.

I DO ALL THINGS OPERATIONS AND FINANCE.

UH, I'M, I'VE BEEN IN BERNIE SINCE 2019.

UH, LITTLE BIT ABOUT ME.

I'M FROM HOUSTON, TEXAS AND IT'S A PLEASURE TO BE HERE.

WE'RE THRILLED TO HAVE YOU.

THANK YOU VERY MUCH.

SO, IT'S AN OPPORTUNITY FOR PUBLIC COMMENT FOR VISITORS AND GUESTS TO ADDRESS THE ADVISORY BOARD ON ANY ISSUE THAT THEY MIGHT WANT TO.

BUT PLEASE BE ADVISED THAT THE, UH, ADVISORY BOARD WILL NOT DISCUSS ANY PRESENTED ISSUE NOR COMMENT ON ANYTHING OR TAKE ACTION ON ANYTHING AT THIS TIME PER THE ATTORNEY GENERAL OPINION JC 0 1 6 9.

IS THERE ANYONE WHO WOULD LIKE TO OFFER PUBLIC COMMENT? THERE BEING NONE.

I WILL CLOSE THE PUBLIC COMMENT AND WE'LL MOVE ON TO THE FIRST,

[3.a. Approve Minutes from Quarterly Meeting of April 9, 2026]

UH, APPROVAL OF THE MINUTES FROM OUR QUARTERLY MEETING BACK IN APRIL.

YOU SHOULD HAVE IN YOUR PACKETS RECEIVED A COPY OF THOSE MINUTES.

ARE THERE ANY ADDITIONS, CORRECTIONS, OR DELETIONS TO MAKE TO THE DRAFT MINUTES? NONE.

NONE.

THEN I WOULD ENTERTAIN A, A MOTION.

AND SECOND TO APPROVE 'EM ALL.

MOTION.

EMILY.

MOTIONS TO APPROVE.

IS THERE A SECOND? SECOND GUY.

SECONDS.

ANY DISCUSSION? ALL IN FAVOR SAY AYE.

AYE.

AYE.

ANY, ANY OPPOSED? ALL RIGHT.

MOTION CARRIES.

APPROVED UNANIMOUSLY.

I WILL

[4.a. Fair Market Share Reports - Hill Country Competitive Set]

THANK YOU VERY MUCH.

THANK YOU'ALL FOR BEING HERE.

WELCOME TO A PARTY.

UH, WE GOT A LOT OF INFORMATION TO COVER.

THIS WILL BE THE FIRST TIME FOR MONICA, PETE, AND WILLIAM TO SEE ALL THE INFORMATION.

TYPICALLY WE DO POORLY INFORMATION EVERY MEETING, BUT WITH MEETING LAST TIME, WE NOW HAVE THREE QUARTERS TO CATCH UP ON.

SO IT'S A LOT OF INFORMATION.

WE'RE GONNA TRY TO GET THROUGH IT ALL AS WELL AS SIX MONTHS WORTH OF ADVERTISING DATA.

PLEASE STOP ME IF YOU HAVE QUESTION.

UH, ESPECIALLY FOR THOSE OF YOU SEEING THIS INFORMATION FOR THE FIRST TIME.

SO THIS IS OUR COMPETITIVE SET.

PERFORMANCES IS HOW WE DID AGAINST OUR COMPETITORS AND WE CONSIDER VANDER AND MARCUS OUR COMPETITORS IN THE HEALTH COUNTRY.

WE ALL WANT THE SAME BUSINESSES, TYPICALLY COMING FROM HOUSTON, TEXAS.

SO THROUGH SOURCE STRATEGIES, IT'S A, UM, PLATFORM THAT WE GET INFORMATION FOR.

THE STRATEGY , THEY GIVE YOU EVERY HOTEL IN THE STATE OF TEXAS AND HOW THEY LIVE ON A GIVEN PERIOD.

SO AS COMPARED TO OUR COMPETITIVE SET, OUR UH, FAIR MARKET SHARE FOR THE QUARTER, FOURTH QUARTER 20, 25 WOULD WOULD BE 5.83%.

WE DID 8.57%, WHICH MEANS WE DID BETTER THAN WE SHOULD HAVE, WHICH MEANS SOMEBODY DIDN'T GET THEIR FAIR MARKET SHARE.

AND WE CAN COMPARE THOSE, UH, PERCENTAGES TO SEE WHO DIDN'T GET THEIR.

AND THE LAST FEW FOUR, IT'S BEEN NEW S FOR WHATEVER REASON, THEY HAVE FALLEN BELOW THEIR SHARE FOR SOME TIME.

UM, AND FOR THOSE OF YOU WHO ARE NEW, THE REASON WE DO THIS IS A LOT OF THEM SAY, WELL, HOW CAN WE COMPETE AGAINST BURG? WE HAVE 553 ROOMS, THEY HAVE 2000.

WELL THIS IS HOW WE COMPETE AND HOW WE SHOW HOW WE'RE DOING COMPARED TO THEM.

UM, SO WE WERE SECOND IN AVERAGE DAILY RATE.

FREDERICKSBURG IS ALWAYS PRETTY MUCH THE HIGHEST AT 81, 82, UM, A QUARTER.

AND WE CAME IN AT 1 45.

SO THAT WAS FOR FOURTH QUARTER FOR THE YEAR.

THIS IS THE COMPARATIVE OF HOW WE DID 24TH QUARTER, 2025 TO FOURTH QUARTER, 2024.

UM, YOU CAN SEE THERE THAT WE DID WELL IN 2024 ALSO AND DID A LITTLE BIT BETTER THIS QUARTER.

AND THEN FOR THE YEAR IN 2025, SAME THING, SAME GROUP.

UM, THE PERCENTAGES CHANGE BASED ON THE ROOM COUNT.

SO IF YOU WONDER WHY DID OUR PERCENTAGE CHANGE, WHAT, WHY IS OUR OCCUPANCY FAIR MARKET SHARE DIFFERENT THAN IT WAS LAST QUARTER? 'CAUSE IT'S BASED ON ALL OF THE HOTEL ROOMS IN ALL OF THOSE CITIES.

AND WHEN THOSE ROOMS CHANGE, IT CHANGES THE EQUATION.

BUT THERE AGAIN ARE WAS 5.59.

WE CAME IN AT 6.82, UH, SECOND AGAIN AND AVERAGE RATE AT 135 PER THE YEAR.

THAT'S PRETTY GOOD.

UH, BERNIE STANLEY GOING UP.

[00:05:01]

WE WERE JUST ABOUT HALF A POINT AHEAD OF OUR SHARE, UH, WE'LL TICKET.

AND THEN FOR, UH, LET'S SEE, TRANSFER ALSO DID WELL AND I THINK HAVE ALSO TURNED THEIRS.

UH, THEN THEY RARELY MAKE THEIRS, IN FACT THAT IN 12 YEARS AGO EVER SEEN THEM MAKE IT.

BUT THEY HAVE A LOT OF TIME.

SO FOR FIRST ORDER, THIS IS STARTING US OFF ON JUNE 26TH, JANUARY THROUGH MARCH, AND 5 87 WAS OUR FRIEND MARKET CHAIR.

WE CAME IN AT 77.

SO WE'RE DOING, WE'RE DRIVING PRETTY WELL, UH, AT CREDIT WITH THEIR HUNDRED $75 RATE DOWN.

WE CAME IN SECOND AT 1 33, WHICH IS ALWAYS NICE.

AND THEN THE COMPARATIVE FOR JANUARY THROUGH MARCH OF LAST YEAR, UH, YOU CAN SEE WE TRACK PRETTY WELL THE SAME LITTLE BIT HIGHER ON THE OCCUPANCY FOR OUR FIRM CHAIR OF LAST YEAR.

UH, BUT WE STILL NEED NEED IT PRETTY MUCH IN THE SAME, UH, PERCENTAGE.

SO THIS INFORMATION IS PROVIDED BY SOURCE STRATEGIES.

THOSE STRATEGIES GETS, LIKE I SAID, EVERY HOTEL INSTEAD OF TEXAS EVERY QUARTER.

SO THESE FIGURES INCLUDE, UM, ALL OF OUR MAIN HOTELS PLUS THE KENDALL END AND OUR SHORT TERM RENTAL HYPOTHESES.

THIS NEXT SET

[4.b. Smith Travel Research Overview]

THEY GET THEIR INFORMATION SIMILARLY IN THAT THEY DID IT THROUGH THE, UM, COMPTROLLER'S OFFICE AND THEY GET IT FROM THE FLAGS.

SO YOUR MARRIOTTS, YOUR, UM, HILTONS, THEY TURN IN THEIR INFORMATION AND SOURCE STRATEGY WILL SIT FROM THERE.

SO THIS IS AGAIN, FIRST QUARTER OCTOBER, UM, THROUGH DECEMBER, 2025.

AGAIN, IT DOESN'T INCLUDE KENDALL OR SHORT TERM RENTALS.

UM, AND THEN FOR THE QUARTER YOU CAN SEE THAT WE DID 65.09% AND THAT'S FOR THOSE THREE MONTHS CUMULATIVE.

JUNE ARE GREAT WAS 1 24 AND OUR DEMAND WAS 33,000.

HOW MANY ROOMS WERE, WERE SOLD IN THAT THREE MONTH PERIOD.

WE ALSO TOOK THE REVENUE, UH, WE'RE UP AT 4 MILLION 1 34 LAST YEAR.

SO, UM, AND THEN HOT TAX IS BASED OFF OF THAT NUMBER.

SO THAT IS WHERE THREE MONTH PERIOD OF 2025.

AND THEN JANUARY THROUGH DECEMBER FOR THE YEAR.

THAT'S THE WHOLE YEAR INCLUDED.

UH, DEMAND WAS 128,000 HOTELS, 63.42% SPLIT.

GOOD.

WE WERE A LITTLE BIT HIGHER THAN WE WERE LAST YEAR.

WE CAN SEE THERE THAT THE RATE FELL OFF A LITTLE BIT.

UM, AND THAT'S WHERE THE CHANGE IS.

THAT'S WHERE THE CHALLENGE HAPPENS WHEN THE RATE FALLS OFF REVENUE.

SO THE REVENUE CAME IN A LITTLE BIT LESS LAST YEAR THAN 2024.

UM, BUT WE'RE TRACKING FOR THE FIFTH THIS YEAR SO FAR.

JANUARY THROUGH JUNE.

NOW THIS IS THE SIXTH MONTH, UH, THROUGH JUNE 27TH.

'CAUSE THIS WAS THE REPORT WE RECEIVED LAST WEDNESDAY.

SO THE JUNE 27TH, WE ARE AT 61.42% FOR THAT SIX MONTH PERIOD.

AND THE AVERAGE RATE IS 23, UH, WITH THE AT SEVEN FIVE.

SO ANY QUESTIONS BEFORE WE FORWARD THAT TORY CONFUSE YOU ALL THE DATA? I DO HAVE A QUESTION, ACTUALLY, I, IF I MAY.

YEP.

, UM, WHY IS THE KENDALL AND, UH, SHORT TERM RENTALS NOT ON THERE? SORRY IF I MISSED THAT.

THAT'S OKAY.

SO BECAUSE SMITH TRAVEL RESEARCH TRACKED THROUGH, UM, THE HILTON WEBSITES AND MARRIOTT, SO THEY'RE FLAGGED TO A HOTEL.

THEY TRACK ACCORDING TO HOTEL.

SO KENDALL IS A PRIVATE PROPERTY AND THEY DON'T HAVE A FLAG TO FLAG A, LIKE A T FLAG OR HILTON FLAG OR I THINK DAYS IN HAD APPLIED.

SO THEY TRACK THROUGH THOSE ORGANIZATIONS.

IN FACT, THEY UNDERSTAND.

OKAY, SO THAT'S WHY THOSE TWO NUMBERS, THOSE THAT GROUP OF HOTELS ARE NOT INCLUDED IN THE STR REPORTS.

GOT IT.

WHERE THEY ARE INCLUDED IN, UH, SOURCE STRATEGIES, SOURCE STRATEGIES, THE GOVERNOR'S OFFICE, AS WELL AS THE, UM, WHAT I CALL IT, THE GOT IT.

THERE ONE THE TIME THAT YOU COULD LOG INTO THE COMP'S OFFICE AND SEE WHAT THEY WERE ALL MAKING.

AND THEN THERE WAS A LEGISLATIVE, UH, ISSUE THAT PASSED A COUPLE OF SESSIONS AGO THAT SAID, YOU CAN'T DO THAT ANYMORE.

SO WE USED TO BE ABLE TO GO IN AND LOOK FOR OURSELVES HOW WE WE'RE DOING.

AND THAT HAS CHANGED.

SO NOW WE CAN'T DO AND VALUE.

YOU HAD A QUESTION, I DON'T WANNA GET AHEAD OF YOU, BUT, UH, DO YOU HAVE HOT TAX, UM, COLLECTIONS AS FAR AS BUDGET AND HOW WE'RE DOING ON THAT? YOU, UH, IS YOUR QUESTION HOW WE DOING SO FAR? YES.

IS THERE A SLIDE FOR THE HOT TAX? NO, THERE IS NOT HOT TAX GRANTS OR, OR HOW WE DOING IN HOT TAX? NO REVENUE.

[00:10:01]

SO OUR THAT'S WHAT'S SUSPECTED THEN.

THAT'S FINE.

YEAH.

OUR, OUR BUDGET'S 1,000,002.

UM, WE ARE ABOUT AT THE 50% MONTH, WE'RE ABOUT THE HALFWAY MARK, WHICH IS NOT UNCOMMON.

UM, YOU KNOW, OUR, THE FIRST HALF OF THE YEAR, UM, MOST PEOPLE WHO COME TO TOWN DON'T STAY IN HOTELS.

SOME DO ARE STAYING WITH FAMILY JANUARY THROUGH MARCH.

IT'S GOLD, IT'S WET.

UM, OUR BUSINESS IS A LITTLE BIT SLOW, SO STARTING IN SPRING BREAK, THAT'S WHEN THINGS START TO REALLY PICK UP, SPRING BREAK THROUGH THE SUMMER.

SO WE TYPICALLY MAKE OUR BUDGET THROUGH THAT SIX MONTH PERIOD, MARCH THROUGH OCTOBER.

I'LL TELL YOU THOUGH, WITH THE CURRENT ECONOMY, THE GAS PROCESS, BUT NEVER ENDING ANYMORE, THAT'S GONNA, THAT'S GONNA END EVERY WEEK.

AND THEN DOES IT THAT AFFECTS ? IS THAT ? SO YEAH, WE'RE WATCHING ALL OF THOSE THINGS.

IT WERE JUST UP IN A LATE SUMMER FALL, BUT YEAH, WE'RE ABOUT AT, I'M GONNA SAY WE'RE RIGHT UNDER 6,000.

OKAY.

AS WHEN YOU SAY FOR THE YEAR, YOU MEAN FOR THE CALENDAR YEAR? NOT THE FISCAL YEAR.

NO, I MEAN FOR THE CALENDAR YEAR.

CALENDAR YEAR.

RIGHT.

I JUST WANT TO CLARIFY THAT.

NO, I'M TALKING ABOUT THE FISCAL YEAR.

OUR FISCAL STARTS IN OCTOBER, SO, SO WE'RE AT 50% OF THE FISCAL YEAR.

CORRECT.

AND THE SECOND WEEK OF JULY.

OKAY.

CORRECT.

RIGHT.

SO AS THAT SOUNDS BAD.

I KNOW , I I GOT GOT IT.

THE, UH, SINCE THE HOT TAX REVENUES IS, AND THE EXPENDITURE OF IT IS, PARTICULARLY WHEN IT COMES TO WHAT THIS BOARD REALLY IS KIND OF ABOUT, WOULD IT BE BETTER OR SOMETHING TO CONSIDER HAVING, UH, A HOT TAX SLIDE AS FAR AS WHERE WE'RE TRACKING AND SURE.

TO BE ABLE TO HAVE A BETTER IDEA OF LOOKING FORWARD REVENUE.

RIGHT? SURE.

I MEAN, I GUESS WE GOTTA I GUESS A YEAR BEFORE WE HAVE TO SPEND THE MONEY AGAIN, BUT JUST THAT WAY WE HAVE A BETTER IDEA GOING INTO NEXT YEAR.

DO WE NEED TO TIGHTEN THE BELT BOARD? SO IF YOU THAT JUNE 7,000,500 TIMES 7%, THAT'S WHERE WE'RE OKAY.

SO, BUT YES, I'LL, I'LL HAVE MY A HOT TEXT SLIDE GOING FORWARD.

JUST HAVE HER GOOD.

THAT'D BE HELPFUL.

THANK YOU.

OKAY.

ANYTHING ELSE? ANYBODY? ALL RIGHT.

SHALL I READ? THANK YOU HERE, JEANETTE, YOU NEED, ALL RIGHT.

SO

[4.c. Traffic Summaries]

UM, WE ARE GOING TO MAKE A TRANSITION WITH OUR REPORTING PROGRAMMING.

UM, YOU'VE SEEN IN THE PAST IS A HOTEL REPORT.

COME THE NEW FISCAL YEAR, WE'RE GONNA TRANSITION TO A PROGRAM CALLED PLACER, WHICH IS WHAT THE CITY UTILIZES, UM, THE MAIN DIFFERENCE IN IN DATA ADVISOR.

SINCE PLACER, WE'RE NOT GONNA BE ABLE TO RUN ADVERTISING THROUGH THAT DASH DASHBOARD AND WE'LL SEE SOME ADVERTISING EXAMPLES THAT WERE RUN THROUGH IT.

UM, BUT IT WILL BE A COST SAVINGS IN THAT FOR, SO THAT'S NICE.

UM, SO I'M GONNA MAKE TWO, TWO SOURCES OF INFORMATION.

UM, BUT UP FIRST IT'S GONNA BE OUR HOTEL REPORTING.

UH, THESE ARE FOR FOURTH QUARTER, THE ANNUAL AND THE FIRST QUARTER.

UM, SINCE THESE ARE OUR HOTELS, WE ARE GOING TO REMOVE OUT THE SINGLE DAY TRIPS SO THAT WE CAN ISOLATE PEOPLE WHO ARE MOST LIKELY STAYING OVERNIGHT IN THE HOTELS RATHER THAN PEOPLE WHO ARE WAITING FOR DINNER OR GONNA GO GET A DRINK AT THE BAR OR THAT KIND OF THING.

UM, THIS WILL ALSO BE GUESTS WHO ARE COMING IN FROM MORE THAN 50 MILES AWAY.

UH, THAT'S WHO IS DEEMED, UM, A VISITOR FOR US.

UM, SO THAT'S A LITTLE BACKGROUND INFORMATION ON THAT.

UM, SO THIS IS GONNA BE, UM, INFORMATION IN REGARDS TO LENGTH OF STAY AND SHARE TRIPS.

SO THEY ARE NOT THE SAME DESTINATION PEOPLE ARE COMING FROM, OF COURSE, OUR FAVORITES, HOUSTON, DALLAS, AUSTIN CORPUS SHOWS UP A LOT AS NUMBER FOUR WITH THE EXCEPTION OF Q1 OF 26.

UM, AND MARLOS NOT IN THERE.

UM, BUT HOUSTON CONSISTENTLY IS OUR LARGEST SHARE OF TRIPS.

YOU'LL SEE ACROSS THAT VERY TOP, THE LITTLE NUGGET, UM, PERCENTAGE, 22.55% IN Q4.

UM, AND THAT CONTINUES ON.

SO

[00:15:01]

THAT HASN'T CHANGED SINCE BEEN NORMAL FOR EVER.

UM, HOWEVER, WE ARE SEEING A LITTLE FLUCTUATION ON WHO'S STAYING THE LONGEST WHILE THEY ARE IN TOWN.

SO Q4 OF 25, THAT WAS, THAT WAS GOMONT, UM, WHICH WAS I THINK TO ME, SO THERE MUST HAVE BEEN SOMEBODY COMING IN DURING THAT PERIOD FOR PROBABLY A REALLY BIG WEDDING.

OUR FAMILY REUNION I'D SANG FOR MULTIPLE DAYS.

UM, AND THEN FOR THE YEAR, LUBBOCK TOOK THE CAKE, UH, AT 3.1 DAYS, AND THEN Q1 OF 26 VICTORIA.

UM, AND I WILL SAY FOR MONT AND VICTORIA, THERE WERE A COUPLE OF OTHER DESTINATIONS BETWEEN THE, THE NON HIGHLIGHTED ONE AND THE YELLOW.

THEY WERE A LITTLE FURTHER DOWN IN SHARE OF TRIPS.

SO I BROUGHT THEM UP JUST SO THAT YOU CAN SEE THEM.

SO THIS IS AN ANNUAL, A COMPARISON YEAR OVER YEAR, 23, 24, 25, AND 26.

YOU'LL SEE THAT SPIKE IN PURPLE THAT CLOSE THE BLOOD.

UM, BUT, AND THEN ON THAT LEFT HAND SIDE, YOU'LL SEE GREEN 26 IS NOT COMPLETED YET.

SO WE'VE GOT, UM, A, A LITTLE TASTE OF WHAT 26 IS LOOKING AT.

UM, SO THIS IS JUST A VISUAL REPRESENTATION OF THE OCCUPANCY.

UH, UM, SO THIS IS, UM, OUR TOP DMAS.

SO DOES, I WOULD QUESTION MYSELF ON WHAT THAT STANDS FOR.

IT'S THE DESIGNATED MARKET AREA, IS WHAT THAT MEANS.

UM, LIKE BERNIE FITS INTO THE SAN ANTONIO DA, UM, AND WE ARE COMPARING THE, ON THE FAR RIGHT HAND SIDE OF EACH OF THESE BOXES IN GREEN, THAT IS AN INCREASE FROM THE YEAR PREVIOUS IF IT'S BLACK.

AND POINTING DOWN IS DECREASED FROM THE PREVIOUS YEAR IN THE SAME PERIOD.

SO Q4 OF 25, HOUSTON WAS UP ALMOST 20%.

DALLAS WAS UP ALMOST 19%.

AUSTIN WAS UP, UM, IN VISITS OF 34%.

SO Q4 AND 25 COMPARED TO Q4.

IN 24 WE SAW AN INCREASE IN VISITATION AND SPACE IN OUR HOTELS.

UM, FOR THE ANNUAL, WE SAW AN INCREASE YEAR OVER YEAR AS WELL.

AND IN THAT FIRST QUARTER OF 26, WE DID SEE A DECREASE FROM DALLAS IN THE FALL.

UH, BUT AN INCREASE FROM GOOD QUESTION QUESTIONS ON HOTEL.

DO YOU HAVE A QUESTION? DID, SO THIS IS OUR LAST DATA FILE.

UM, LET'S SEE, WHEN IS OUR NEXT WEEK? UM, OCTOBER.

I HAVEN'T DECIDED IF WE'RE GONNA PULL EXCLUSIVELY TO PLACER.

ARE YOU DOING THIS? POSSIBLY IS.

IT'S CREEPY.

THE, UM, WELL THIS COULD BE A PLACE WORRY.

IT'S SO DO YOU KNOW, UH, WHAT'S THE NEW, NEW FIRM AGAIN? PLACER.

PLACER.

DO WE KNOW IF FREDERICKSBURG IS ON PLACER OR NOT THROUGH THE CITY? I DON'T KNOW WHAT FREDERICKSBURG IS EARLIER THAN COLLECTING.

IF WE'RE GOING TO BE COLLECTING INFORMATION EXCLUSIVELY ABOUT OUR DESTINATION THOUGH.

CORRECT.

SO IT'S NOT A COMPARISON.

NO, I'M NOT LOOKING FOR COMPARISON.

I'M CURIOUS.

UM, 'CAUSE FREDERICKSBURG IS A MAJOR POOL FOR THE HILL COUNTRY AS A WHOLE AND WE TEND TO BENEFIT FROM THAT.

UH, 'CAUSE WE'RE KIND OF THE GATEWAY INTO THE HILL COUNTRY AND THEN THEY MOVE ON.

UM, I'M JUST WONDERING IF THERE'S ANY DATA AVAILABLE THAT THE PEOPLE WHO COME HERE AND STAY FIRST.

I, I KNOW FROM ANECDOTAL EVIDENCE THAT HOUSTON USUALLY STARTS IN BERNIE AND THEN MOVES TO FREDERICKSBURG.

SO THEY STAY HERE A DAY OR TWO, THEN THEY MOVE TO FREDERICKSBURG FOR A DAY OR TWO.

SO I'M EXPLORING PLACER A LITTLE BIT MORE AND THERE'S A SLIDE THAT'S GONNA COME UP HERE IN A SECOND THAT SHOWS, UM, TRAFFIC FLOW, LIKE WHERE THEY CAME FROM BEFORE THEY CAME TO THE HILL COUNTRY MILE AND THEN WHERE THEY WENT TO AFTERWARDS.

RIGHT.

THAT'S SO, BUT THAT'S WITHIN OUR CITY FOOTPRINT.

OKAY.

UM, SO I CAN ASK IF THERE IS MAYBE AN OPPORTUNITY TO SORT OF SEE COMMUNITY WISE FLOW RATHER THAN, RATHER THAN THEY, THEY'RE FROM HOUSTON AND THEY CAME TO BUR FINDING OUT THEY'RE FROM HOUSTON, THEY CAME TO BERNIE, AND THEN WHAT COMMUNITY DID THEY GO TO NEXT? CORRECT.

I CAN LOOK INTO THAT.

IS IT, IF THAT IS THE CASE, THEN THE THEORY WOULD BE IF FREDERICKSBURG HAS ANYTHING BIG GOING ON, WE WOULD HAVE AN EARLY BENEFIT OF THAT BEFORE THEY MOVE ON.

THERE'S A BIG

[00:20:01]

EXACTLY.

LIKE TAGGING ON AND ENCOURAGING PEOPLE TO BURNING UP BEFORE GOING HORSE.

YEAH.

I THINK THAT THAT'S A, I THINGS GO FURTHER.

I'M STILL LEARNING, UM, ABOUT LASERS.

ME TOO.

SO , I'M EXCITED TO SEE, UM, THERE'S A, THERE'S A COUPLE OF REPORTS THAT ARE GONNA BE IN THIS WHOLE COUNTRY SECTION.

SOME INTERESTING STUFF.

SO THE DATA IN THIS UPCOMING SECTION IS SOME DATA BY SOME PLACER.

UM, UM, AND I'LL LET YOU KNOW WHICH ONES ARE WHICH, BUT THEY DO INCLUDE ALL VISITORS TO THE HILL COUNTRY MILE AS INCLUDING LOCALS.

'CAUSE OUR LOCALS ARE SHOPPING AND .

SO IT'S IMPORTANT TO KNOW THOSE PEOPLE AS WELL.

UM, AND IT DOES INCLUDE THOSE SINGLE DAY VISITS THAT WE EXECUTED FROM THE HOTEL UPSTAIRS.

, UM, THIS ONE'S A DATA FIRE REPORT AND IT'S SHOWING, UM, MAIN STREET VISITATION.

AND I SORT OF LISTED OUT WHAT ALL WAS HAPPENING FOR SOME OF THESE DIPS AND SPIKES THAT WHEN WE HAD THE BIG ARCTIC LASTED FEBRUARY, THAT MADE A BIG DIFFERENCE FOR OUR DOWNTOWN PULSE PRO SHUT DOWN.

AND I, I'D ASSUME THAT EXPLAINS THAT FIRST QUARTER BEING DOWN TOO FOR THE TRAFFIC DOWN.

YEAH.

WHOLE DAY WINDOW THERE THAT EVERYONE WAS SHUT DOWN.

AND THEN YOU MAY OR MAY NOT REMEMBER IN MARCH THERE WAS A BIG ACCIDENT ON I 10 AND WE REROUTED ALL THE TRAFFIC ONTO MAIN STREET AND THEN IT WAS GRIDLOCK, SO IT DID PICK UP PEOPLE SITTING IN THEIR CARS FOR EXTENDED PERIOD OF TIME ON MAIN STREET.

SO THAT'S WHAT THAT SPIKE RIGHT THERE REPRESENTED .

UM, AND THEN YOU CAN SEE THE CORVETTE SHOW AND THE ROD RUN AND DICKENS.

UM, BUT AS, AS ALWAYS, IT'S NOT A BIG SHOCK.

OUR TOP MARKETS BY CITY, UH, WORRY IS IN A COUNTRY MILE.

UH, AND IT DOES PULL OUT, UM, WORK DRAWS YOU TO THE HILL COUNTRY MILE AND THEY CAN, IT DOESN'T PULL THAT OUT.

SO THESE ARE PEOPLE COMING TO THE HILL COUNTRY MILE, WHETHER THEY'RE LOCAL OR FROM OUT OF TOWN AND SPENDING TIME IN THE DOWNTOWN AREA.

QUICK QUESTION ON THAT LAST SLIDE.

IF YOU LOOK AT THE, WHAT ROD RUN CLAIMS AS OCCUPANCY VERSUS THE CORVETTE SHOW, THAT SAYS VERY DIFFERENTLY.

THAT'S TRUE.

AND I HAVE SOME OTHER STORIES THAT I I HAVE A QUESTION ON THAT.

SORRY.

JUST, UM, THIS IS, PEOPLE LIKE ROD RUN TAKES UP THE WHOLE MAIN STREET.

SO IS IT COUNTING THE PEOPLE WHO ARE PARKING LIKE TWO BLOCKS BACK AND THEN WALKING, LIKE HOW ARE WE COLLECTING THOSE? IT LOOKS AT THEIR PHONES, RIGHT? YEAH.

OH, IS IT PHONES? IT'S SUPER CREEPY.

YEAH.

IT GOES AFTER PHONES.

IT'S SUPER, SUPER CREEPY.

YEAH.

UM, BUT IT'S ALSO KIND OF ALGORITHMS IN, BECAUSE YOU CAN NOW SAY DON'T FALL.

YEAH.

YOU'LL LOSE SLEEP AT NIGHT, .

UH, SO IT, IT TAKES BETTER AS WELL.

SO IT'S NOT A PEOPLE COUNTER PER SE.

UM, BUT IT DOES SHOW US TRENDS.

UM, BUT YEAH, SO IF YOU PARKED TWO BLOCKS OFF OF MAIN STREET AND NEVER DARKENED THE SIDEWALK THOUGH HILL COUNTRY MILE, YOU WOULD NOT BE GUILTY.

YOU'D HAVE TO PHYSICALLY BE IN THE SPACE IN ORDER TO BE COUNTED.

AND WE DID CHANGE FOR THE EVENTS TO INCLUDE THE STREET ITSELF.

WE WERE, WE WERE LOOKING AT SOME REPORTS LOOK GREAT, AND THEN I TALKED WITH THE, THE GAL THAT HELPS ME WITH THIS.

SHE'S LIKE, WELL, THE STREET'S CLOSED AND PEOPLE ARE STANDING IN THE STREET.

IT'S NOT COUNTING THEM BECAUSE IT'S ONLY .

I'M LIKE, ALRIGHT, WELL WE NEED TO REFORMAT THIS WHOLE THING BECAUSE ALL THE PEOPLE ARE HANGING OUT IN THE STREET.

BUT THEN YOU ENDED UP CATCHING THE MARCH 22ND, PEOPLE WERE JUST SITTING THERE ON THE STREET.

SO NOW GIVE AND TAKE .

UH, SO THIS IS THAT FLOW CHART THAT I WAS TELLING Y'ALL ABOUT WITH LASER.

UM, IT SHOWS THAT WHEN PEOPLE ARE COMING TO THE HILL COUNTRY MILE, FOR THE MOST PART, THEY'RE COMING FROM HOME AND THEY'RE GOING BACK TO HOME.

HMM.

UM, SO THAT TELLS US A LOT ABOUT OUR, OUR LOCAL DEMOGRAPHIC AND HOW THEY BEHAVE.

UM, AND A GOOD CHUNK ALSO ARE COMING FROM WORK, BUT NOTHING COMPARED TO OUR HOME TROUBLE.

UM, AND THEN WALMART.

UM, SO THAT'S JUST AN EXAMPLE OF A REPORT THAT'S NEW TO US.

UM, IS THIS SOMETHING LIKE, I DON'T THINK IT'S GONNA CHANGE TOO TERRIBLY MUCH.

SO I DON'T KNOW IF IT'S SOMETHING THAT WE'RE GONNA BRING IN EVERY SINGLE TIME, UNLESS SOMETHING IS SOME WILD THING PRESENTS ITSELF.

UM, BUT IT'S SOMETHING NEW AND DIFFERENT.

UM, AND I'LL LOOK INTO WHAT OPPORTUNITIES THERE ARE FOR FLOW FROM DIFFERENT COMMUNITIES RATHER THAN, YOU KNOW, BUSINESSES OR OTHER ATTRACTIONS, UM, COMPARED TO THE SAME PERIOD IN THE PREVIOUS YEAR.

THIS IS LIKE THAT HOTEL REPORT.

[00:25:01]

UM, NOT A LOT IS CHANGING FOR US IN THESE WINDOWS.

UM, SOMETHING THAT I THOUGHT WAS A LITTLE BIT INTERESTING WHEN I WAS LOOKING AT THESE SIDE BY SIDE HEIM DECLINED NOTABLY IN EACH OF THESE REPORTS.

I DON'T KNOW IF THERE'S ANYTHING GOING ON WITH HEIM WHERE THEY ARE JUST NOT WITH BERNIE RIGHT NOW.

UM, YOU'LL HAVE THOUGHTS ON THIS.

I WOULD REALLY CURIOUS, BUT YEAH.

HEIM, AND THEN DID YOU I WAS GONNA SAY, THERE'S SO MUCH MORE HAPPENING IN LIKE FAIR OAKS AND STUFF.

LIKE THERE'S AN HEB THERE NOW.

THEY DON'T HAVE TO COME INTO BERNIE FOR GROCERIES.

THEY COULD JUST GO OUT THAT WAY.

MAYBE MORE.

LOTS MORE RESTAURANTS OPENED.

I'M A LITTLE SURPRISED.

BERGHAM HAS THAT MANY TRIPS TO BEGIN WITH.

YEAH.

ARE THERE THAT MANY PEOPLE THAT LIVE IN BERGHAM CORDIER? THAT'S ABOUT IT.

VOS YEAH, THAT PICK, THAT PICKUP LINE IS CRAZY EVERY DAY.

THE KIDS, THOSE KIDS DON'T RIDE THE BUS WELL, SO IT, IT'S, IT'S AN INCREASE FROM BERNIE.

NOT BY A WHOLE, WHOLE LOT IN THE FOURTH QUARTER ANNUAL AND FIRST QUARTER, BUT OUR BURNING PEOPLE ARE CONTINUING TO SHOW UP.

UM, WHICH, UM, ALL RIGHT, SO THIS IS WHAT I WAS TELLING YOU ABOUT GUYS AGO, ABOUT SOME NEW THINGS IN REGARDS TO PLACER.

UM, THE NEXT THREE SLIDES ARE GOING TO BE, UM, DICKENS ON MAIN AS WELL AS THE TWO BIG CAR SHOWS WITH PERCEIVED FUNDING AS WELL.

SO YOU CAN SEE VISITS OH ONE.

ALRIGHT, WE'LL START WITH ROD.

UM, BERNIE AND ALSO, SO WHEN YOU SEE THE WOO WHOA TOUCHY SCREEN.

OKAY, THAT MIGHT HAVE BEEN WHAT I DID.

DON'T TOUCH THE SCREEN.

UM, SO SAN ANTONIO AS THE TOP DMA BERNIE IS INCLUDED IN THAT.

SO THAT'S SOMETHING TO TAKE INTO ACCOUNT.

UH, PEOPLE THAT ARE COMING TO THE HILL COUNTRY MILE ROB RUN, 82% OF THAT IS PROBABLY THE SAN ANTONIO AND BERNIE DEMOGRAPHIC.

UM, AND I WILL SAY ACROSS ALL THREE OF THESE PRESENTATIONS, UH, THE AVERAGE DURATION HOUSEHOLD, UM, ETHNICITY AND MEDIAN, UM, ACROSS HOLD INCOME, PRETTY SIMILAR ACROSS THE BOARD.

UM, AND ALSO VISITS TO THE HILL COUNTRY MILE FOR THE TWO CAR SHOWS WERE VERY SIMILAR AS WELL.

UM, BUT WHAT I THINK IS KIND OF COOL ABOUT THIS NEW REPORT OPPORTUNITY IS THE FAVORITE PLACES OPTION.

SO WHAT THIS IS TELLING US IS THE PEOPLE THAT WENT TO THE HILL COUNTRY MILE ROAD RUN ALSO WENT TO THESE PLACES ON THE RIGHT HAND SIDE.

SO PLACES THAT THEY STOPPED INTO WHILE THEY WERE IN TOWN, UM, DREW PIZZERIA, BLACK RIFLE, HUNGRY HORSE DING, ET CETERA, ET CETERA, ET CETERA.

AND I GUESS YOU HAD GET GUESS, UM, AND THE BANK OF AMERICA SHOWS UP IN ALL OF THESE.

I THINK THAT HAS TO DO WITH THEIR PARKING LOT.

YEAH, THEY HAVE THAT LARGE PARKING LOT.

I THINK THAT'S WHERE THOSE ARE COMING IN AND THEY AT AND THEY'RE AT.

YES.

I DON'T THINK LOTS OF BANKING IS, IS HAPPENING DURING THE RUN.

UM, PLUS IT, I DON'T KNOW IF THIS INCLUDES LIKE THEIR PARTY THAT THEY HAD THE NIGHT BEFORE WHERE THEY JUST, THEY JUST BLOCKED OFF SAN ANTONIO.

SO THIS IS EXCLUSIVELY OCTOBER THE 11TH.

SO OKAY.

IT DOES NOT INCLUDE THEIR PARTY.

THAT DOESN'T INCLUDE THAT PARTY.

OKAY.

MM-HMM .

AND, AND THIS DOES INCLUDE TRAFFIC FOR THE WHOLE DAY, NOT JUST THE DURATION OF THE EVENT.

SO IF, IF SOMEONE STUCK AROUND AFTER THE STREET OPENED BACK UP AND WENT AND HAD DINNER SOMEWHERE, THEY'RE GETTING COUNTED AT EIGHT O'CLOCK NIGHT OR WELL WHAT TIME? BUT THOSE, THOSE NUMBERS DO GET INCLUDED.

UH, DICKENS ON MAINE, YOU'LL SEE THE VISITS DO INCREASE, BUT IT'S ALSO A TWO DAY EVENT.

UM, SO IT'S 55,000 PEOPLE.

UM, OH MAN.

I WAS HOPING I MADE THAT LIST.

.

SAY WHAT? I WAS HOPING I MADE THE LIST OF FAVORITE PLACES DURING DICKENS ON MAY.

AWW.

YOU DO GET A LOT OF DRIVE THOUGH.

AND, AND WHATABURGER.

SORRY.

BURGER PEOPLE DIDN'T EVEN APPARENTLY .

UM, AND THEN, SO THE RUBY BOUTIQUE SALON, I WAS LIKE, HOW DID THAT MAKE IT IN THERE? THAT BUSINESS IS NO LONGER IN EXISTENCE, BUT THE FOOTPRINT IS WHERE THERE IS LIKE A LITTLE, IS LIKE A LITTLE, THERE'S A MARKET UBER KIND OF THAT HAPPENS IN THAT PEARL ANTLER.

OH, OKAY.

IT'S NOT LER ANYMORE, BUT THERE WAS LIKE A LITTLE GREEN SPACE

[00:30:01]

RIGHT.

SO THAT'S WHAT'S BEING PICKED UP.

IT'S UM, BUT SAME, YOU KNOW, ALL THOSE OTHER DEMOGRAPHICS ARE VERY, VERY SIMILAR.

UM, ALRIGHT, I GOT A QUICK QUESTION.

YEAH.

I GOT THIS COOL LITTLE APP HERE, SO IF YOU WANT TO GO BACK TO THE 11TH, I TRACKED OVER 700 PEOPLE THROUGH OUR BUILDING ON THAT AND WE DIDN'T SHOW UP AT ALL.

YEAH.

AND THAT'S MM-HMM .

SO I'M KIND OF CURIOUS HOW THIS IS COLLECTED.

'CAUSE ON THAT EXACT DATE I'VE GOT OVER 700 THAT ACTUALLY SAT DOWN AND ATE WELL WHEN I HAVE MY NEXT CHAT WITH PLACE FRIEND, I'M GOING AND ASK THAT QUESTION.

YEAH.

'CAUSE THAT'S, I MEAN THIS IS REAL DATA.

I HAVE ACTUAL CLICKER NUMBERS.

HUH? IF YOU'VE GOT CLICKER NUMBERS THAT ARE, THAT'S NOT EVEN, NO, THIS IS PEOPLE WHO SAT DOWN AND ATE.

OH, OKAY.

CUSTOMERS SPECIFICALLY.

YEAH.

CUSTOMERS THAT PHYSICALLY CAME IN AND SAT DOWN AND ATE.

IT'S OVER 750, WHICH, YOU KNOW, PUTS US WAY UP THAT LIST.

RIGHT.

RIGHT UP THE LIST.

WE DON'T EVEN SHOW UP.

SO KIND, I'M LOOKING FORWARD TO THE CONVERSATION, JUST THROWING IT OUT THERE.

'CAUSE THANK YOU FOR YOUR SERVICE.

NO, I APPRECIATE THAT.

, WE KEEP YOU.

YEAH.

YEAH.

THAT'S ALL RIGHTY.

SO THESE, THESE ARE REAL NUMBERS.

, I LIKE REAL NUMBERS.

SO, UM, WE TALKED DICKENS NOW, UH, CORVETTE SHOW.

UM, SO THE MEDIAN HOUSEHOLD INCOME WAS A LITTLE BIT LOWER AND I DON'T KNOW IF THAT'S MORE RETIREES THAT ARE COMING TO THE EVENT AND WHEN YOU ARE RETIRED, YOUR INCOME IN DECIDE.

I'M NOT SURE IF THAT'S THEORY.

UM, BUT IT WAS ABOUT 10 GRAND LOWER THAN THE OTHER TWO EVENTS.

SO THAT WAS SOMETHING THAT STOOD OUT TO ME WHEN I WAS LOOKING AT THAT IN COMPARING THE TWO.

UM, AND I ALSO SUSPECT MAYBE ERO IF THAT MAYBE WAS PARKING LOT RELATED A LITTLE BIT HAD TO BE.

UM, SO STANDBY ADDITIONAL OBSERVATION.

UH, PARKING LOT WAS OBVIOUSLY VERY BUSY EVENT WE HAD TO CRANK UP.

OF COURSE.

UM, ANY QUESTIONS ON THE WAIT FOR IT.

WAIT FOR YOU GUYS.

OH, IS, UM, JUST BECAUSE IT'S NOT REALLY SHOWING ANY OF THE RETAILERS, I WOULD BE CURIOUS FOR A LONGER, LIKE IT'S THE TOP 10 FAVORITE PLACES.

IT WOULD BE KIND OF COOL TO SEE A LITTLE.

WELL, AND IT'S ALSO POSSIBLE THAT RETAIL ISN'T I GROUP.

ALL RIGHT.

'CAUSE THE SPACES ARE SO SMALLER.

YES.

AND OUR BUBBLE IS OVERLAP.

I HAD A HARD TIME WITH THE DATA BY PLATFORM.

ALL RIGHT ON THAT.

MY BUILDING'S A HELL LOT BIGGER BOTH.

AND I'VE GOT, UH, 700 AGAIN ON THAT DAY.

YEAH.

WILL YOU? WELL, BUT YOU MIGHT BE LUMPED IN WITH BATERA.

NO, NO, NO.

BECAUSE IT'S THE SAME PARKING LOT.

IT'S NOT EVEN THE PARKING.

NO, IT'S, YEAH, I THINK IT'S THE LOCATION ITSELF, LIKE THE OKAY.

RIGHT.

SO WHICH, YEAH.

SO YEAH, AGAIN, WAY OFF.

OKAY.

AT YOU AFTER THIS MEETING SURE.

GET NUMBERS FOR THINGS LIKE THAT.

SO THAT WAY I'M COMING TO THEM WITH ACTUAL NUMBERS FOR ALL.

YEAH.

I MEAN IT'S, IT'S PRETTY CLEVER, BUT IF WE'RE NOT BEING IN THE BALLPARK, THERE'S SOMETHING YEAH.

SOMETHING AMISS.

IT'S TRUE.

UM, BUT I'M GONNA INQUIRE ABOUT RETAIL AS WELL.

AND I HAVE MY CLICKER COUNTS.

I MEAN, I CAN'T PULL 'EM UP RIGHT NOW, BUT I COULD TELL YOU HOW MANY PEOPLE CAME IN THOSE DAYS AND I KNOW THEY MIGHT BE JUST EXCLUDING 'EM.

BUT IF THAT HELPS.

WELL, WHEN I COOK WITH NATALIE, PUT OKAY.

AND I'LL GET BOTH SETS OF NUMBERS FOR BOTH BUSINESSES WHEN I HAVE THAT CONVERSATION.

WHAT WAS YOUR, WHAT WAS YOUR SQUISHY DAY? OH MY GOSH.

LIKE HOW MANY PEOPLE, WHAT DAY WAS THAT? DO YOU REMEMBER? OH, WE'VE HAD, WE'VE HAD LIKE FOUR SQUISHY DAYS.

OH, YOUR MULTIPLE SQUISHY DAYS.

OH, NO MORE TO COME.

WELL, PROBABLY NOT BECAUSE BURGER MONEY MAKER.

YEAH.

OKAY, WE'RE GOING TO COME BACK TO THIS.

WE, ALRIGHT, SO

[5.a. Current/Recent Advertising Creative]

UM, JUST, WE'RE GONNA BLOW THROUGH THESE 'CAUSE THEY LOOK VERY SIMILAR TO WHAT WE'VE BEEN DOING, UM, CREATIVE WISE SINCE WE WORKED TOGETHER.

LAST.

THESE ARE, UM, THE ADVERTISING NUGGETS THAT WE HAVE DEPLOYED SINCE WE LAST SHOWED ALL THINGS.

SO TEXAS HIGHWAYS, TEXAS EVENTS CALENDAR IN PRINT TOUR TEXAS.COM AND TEXAS HIGHWAYS.COM.

UM, RUN OUR SITE ADVERTISING FOR THOSE, UM, DIGITAL PLACES.

UM, SO WE DID SOME NATIVE DISPLAY THROUGH, UH, OUR FRIENDS AT A JR MEDIA.

UM, SO THESE TYPES OF ADVERTISING JUST FOLLOW PEOPLE AROUND THE INTERNET, UM, AND, AND LINK BACK TO, UM,

[00:35:01]

UM, AND THEN ON THAT FAR RIGHT INSIDE US AND EXAMPLE, AND THESE ARE THE TOP PERFORMING FITS OF CREATIVE.

THERE ARE MULTIPLE PIECES OF CREATIVE, UM, THAT WERE USED IN EACH OF THESE CAMPAIGNS.

I FIGURED I'D JUST SHOW YOU THE, UH, THAT ONE.

UM, SO NEXT UP.

SO GOOGLE DISPLAY NETWORK, WE TALKED ABOUT THIS LAST GO AROUND, BUT IT'S BEEN SIX MONTHS AGO.

WE HAVE MADE A TRANSITION, UM, WITH THE INTRODUCTION OF AI SEARCH RESULTS PLAYING SUCH A BIG PIECE OF, IT'S, IT'S A BIG PLAYER IN THE SEARCH WORLD NOW.

UM, WE HAVE PIVOTED FROM SEARCH ADVERTISING TO USING GOOGLE DISPLAY NETWORK.

AND THAT SEEMS TO BE PERFORMING PARTICULARLY WELL FOR US.

UM, OUR COST PER CLICK CONTINUES TO BE LOW.

UM, OUR CREATIVE IS PERFORMING WELL IN THESE REALMS. UM, THESE ARE ACROSS GOOGLE PRODUCTS, UM, YOU KNOW, ADVERTISING THROUGH THEIR MAIL.

YOU GET ADVERTISING ON THAT SIDE PANEL, UM, AS WELL A HANDFUL OF OTHER THINGS.

UM, SO THIS HAS BEEN SUCCESSFUL FOR US AND WE'RE, IT'S PRETTY NEW LIKE WITHIN THE LAST YEAR, UM, AS AN OPTION.

SO I'M LOOKING FORWARD TO LEARNING MORE, BUT WE'RE GETTING A LOT MORE QUALITY VISIBILITY THAN AS WE CONTINUED WITH SEARCH ADVERTISING, WHICH THOSE RESULTS SHOW UP BELOW THE SCROLL LINE ON YOUR PHONE AS WELL AS WITH ADDRESS COPY.

BUT WE'RE GETTING IN FRONT OF MORE TIMES THAT WAY.

MM-HMM .

UM, SO THIS IS THAT DATA HIGH ADVERTISING THAT I WAS TALKING ABOUT, THE WORD ABOUT NEWS WHEN WE SWITCHED LASER.

UM, SO THIS IS, UM, ADVERTISING THAT GOES THROUGH THE DATA IDENTIFIED PLATFORM AND WE CAN RETARGET PEOPLE.

AND THEN ONCE SOMEBODY HAS SEEN AN AD THAT WAS PRESENTED TO THEM, WE THEN GET A NOTIFICATION WHEN THEY SHOW UP INTO MARKET.

SO WE CAN ATTRIBUTE FROM THIS PARTICULAR CAMPAIGN, 616 VISITS, PEOPLE WHO SAW THE ADS AND THEN CAME INTO MARKET.

SO THE ESTIMATED FINANCIAL IMPACT AS A RESULT OF THAT, UH, CAMPAIGN WAS ALMOST $48,000 WORTH OF REVENUE COMING INTO.

UM, AND THAT IS HOTEL EXPENDITURES AS WELL AS, UM, THE MONEY THAT IS SPENT IN OTHER PLACES AROUND TOWN THAT'S ATTRIBUTED TO THE 616.

WELL THAT'S ALSO IF YOU BOUGHT GAS WHEN YOU WERE IN MARKET OR ANY SHOPPING YOU DID, OR DINING OR HOTEL EXPENDITURES.

WHAT ELSE? WHAT GOES UP? UM, AND THEN THE WEBSITE PAGES, THAT'S THE APP ITSELF FROM THE PEOPLE ARE LOOKING THROUGH AND TRAVELING THROUGHOUT IS BRAND WEBSITE, NOT JUST THE LANDING PAGE.

OKAY.

ALL PAGES BECAUSE THAT'S A HIGH DOLLAR AMOUNT FOR 600.

IT'S ABOUT $77, $78.

IS THAT WHAT IT COMES OUT TO? UM, SO THAT, THAT INCLUDES YOUR, YOUR HOTEL STAY AS WELL AS WHAT IS THE, WHAT'S THE GOVERNOR'S OFFICE OF TOURISM SAYING THAT THE AVERAGE SPEND IS LIKE FIVE.

OKAY.

INCREMENTAL ASSOCIATED WITH EACH NINE.

THE CONTENT THAT WAS CREATED FOR THE SITE WOULD, WOULD YOU BE ABLE TO REUSE IT FOR OTHERS? SAY THAT AGAIN.

THE CONTENT WAS CREATED, THE, YOUR LITTLE MARKETING VIDEO THAT OH YEAH.

WE PROVIDED THE VIDEO SO YOU'D BE ABLE TO REUSE THAT.

OH YEAH.

OKAY.

IT HAS .

SO IT'S NOT LIMITED IT DATA FILES WHERE YOU'RE NO, NO, NO.

YEAH.

SO THE, THE LIMIT IS THE ABILITY TO RUN THE CONTENT THROUGH THAT DASHBOARD AND THEN TRACK IT, THE DATA THAT COMES WITH IT.

OKAY.

AND THE TRACKING OF PEOPLE THAT COME INTO MARKET AFTER SEEING IT.

AND THIS, THESE NUMBERS ARE ALL GOING TO CHANGE BECAUSE THERE ARE STILL PEOPLE THAT HAVE SEEN THIS, THAT ARE PLANNING THEIR TRUST IN COMING INTO MARKET.

SO THIS IS JUST A SNAPSHOT OF LIKE TWO WEEKS AGO WHEN WE DID THIS SLIDE TOGETHER A WEEK AGO.

SO THESE NUMBERS ARE ALL GONNA CHANGE WITH TIME.

UM, AND WE'VE DONE OVER THE YEARS, PROBABLY FIVE OR SIX OF THESE.

THEY'RE A LITTLE MORE EXPENSIVE, SO THAT'S WHY I DIDN'T DO 'EM ALL THE TIME.

UM, BUT YEAH, YOU CAN GO BACK AND, AND SEE WHO ALL WELL, THE AVERAGE TIME ON SITE'S NOT BAD.

I'M GLAD THAT TWO MINUTES 45.

YEAH, THAT'S GREAT.

GOOD.

NOT A LOT OF BALANCE, WHICH I'M PLEASED WITH.

YEAH.

UM, AND A 26.6% ENGAGEMENT RATE.

SO, SO DIFY, UM, RECOGNIZES THE PEOPLE AND THEN SENDS THEM THE VIDEO

[00:40:01]

SO WE, WE KNOW, UM, WHO, SO WE HAVE THE PEOPLE WHO HAVE ENGAGED WITH OUR CONTENT IN THE PAST, UM, AND WE HAVE MADE LOOKALIKES TO THOSE PEOPLE.

SO WE'RE HITTING THE PEOPLE WHO'VE ALREADY ENGAGED AND THE PEOPLE THAT LOOK LIKE THOSE PEOPLE.

AND THEN ONCE THEY HAVE SEEN THAT AD, THEY USE THE CREEPY VOODOO THAT THEY DO AND THEY KNOW WHEN THEY COME INTO TOWN AND THEY FLAG 'EM.

AND, UM, THE DOLLAR AMOUNT IS NOT HOW MUCH THEY ACTUALLY SPENT.

THOSE ARE FIXED NUMBERS THAT WE PUT IN PLACE TO HELP A BAD EQUATION.

UM, BUT USING THE AVERAGE RATE AS WELL AS THE INCREMENTAL SALES , THAT'S WHAT THAT HOW, HOW IS THE AD DELIVERED TO THEM? IS IT LIKE THROUGH INSTAGRAM, FACEBOOK? I MEAN, HOW ARE THEY, HOW ARE THEY SEEING THE AD? IS IT GETTING, HOW'S IT GETTING TO THEM? UH, LOTS OF DIFFERENT PLACES ALL AROUND THE INTERNET.

LIKE WHATEVER SOCIAL MEDIA MAY ON THE TIME POPS IN TO THAT.

I DO NOT BELIEVE THIS ONE.

WELL, SO THIS IS VIDEO SPECIFICALLY, SO IT'S GONNA BE VIDEO PLATFORMS. UM, SO IT'S, YOU KNOW, COULD BE SHOWING UP IN YOUR CONNECTED TV LIKE ULU.

OKAY.

95% COMPLETION RATE'S PRETTY AMAZING TOO.

UM, I WILL SAY I DO BELIEVE THAT 95% HAVE YET, SO UNLESS YOU COMPLETELY CLOSED OUT THE , YOU'LL HAVE A CHOICE.

YOU ARE FORCED TO WATCH FIRST , SO.

HMM.

SO ANY OTHER THOUGHTS OR QUESTIONS ON THAT BEFORE I CONTINUE? I DO.

UM, SO ARE THESE PEOPLE WHO WE KNOW STAYED IN HOTELS OR IS IT PEOPLE WHO ARE MAYBE ALSO JUST FROM LIKE SAN ANTONIO COMING IN FOR THE DAY OR AUSTIN COMING IN FROM THE DAY THEY COULD BE DAY TROOPERS.

OKAY.

I JUST TALKED PHYSICALLY NEGATIVE.

GOT IT.

ALRIGHTYY.

UM, THESE SPECIFICALLY ARE SOCIAL MEDIA CAMPAIGNS AND THESE WERE OUR TOP PERFORMING IMAGES, UM, AND CONTENT THAT WAS USED FOR THOSE.

UM, WE CONSISTENTLY PERFORM WELL ON SOCIAL MEDIA WHEN WE'RE DOING OUR ADVERTISING.

UM, OUR CLICK THROUGH RATES, UM, ARE, ARE CONSISTENTLY HIGHER THAN THE AVERAGE, LIKE MORE THAN 71% AND MORE THAN 60 OR 96% HIGHER THAN THE AVERAGE CLICK THROUGH RATES.

SO THAT MEANS THE PEOPLE THAT WE'RE HITTING ARE THE PEOPLE THAT WE ARE BEING.

UM, SO, AND THESE ARE RUN THROUGH A JR MEDIA AS WELL.

UM, AND SOME EXAMPLES OF SOME NEWSLETTERS THAT WE'VE DONE IN THE LAST SIX MONTHS AS WELL, WHO WERE IN DIFFERENT EVENTS AND THINGS IN THE DOWNTOWN AREA.

UH, MEDIA WIRES.

WE TALKED ABOUT SHIFTING FROM MELTWATER TO NEWSWORTHY AI LAST TIME WE WERE TOGETHER.

SO I'M ABLE TO SEND MORE OF 'EM AT A MORE AFFORDABLE RATE.

AND WE ARE SPECIFICALLY TARGETING TEXANS AS OPPOSED TO THE NATION AT LARGE.

UM, SO THESE ARE JUST A HANDFUL OF ONES THAT WE, ON THE CRAFT BEER SIDE, I MEAN WE HAVE MULTIPLE VENDORS ON MAIN STREET THAT MAKES IT PRETTY UNIQUE.

DOES, IS THERE ANY MORE ATTENTION BEING PAID TO THAT TO TRY TO CAPITALIZE ON THAT? AS FAR AS THE VISITOR CENTER GOES, UM, THEY'RE ALWAYS A PART OF, OF OUR PUZZLE WHEN WE'RE, YOU KNOW, FINDING AUDIENCES AND TAILORING OUR MESSAGING TO SPECIFIC AUDIENCES.

MM-HMM .

SO, AND WE ALSO HAVE A BIG INCREASE IN WINE WORLD.

YEAH, I WAS GONNA SAY GOT TWO, TWO MORE.

YEAH, THERE'S ATIONS OPENING UP HERE IN THE NEXT TWO SEVEN.

WE'VE GOT LIKE EIGHT I THINK ALREADY.

SOMETHING LIKE THAT.

TOTAL.

IT'S CRAZY.

YEAH.

REALLY GROWN A LOT.

WE CURRENTLY ARE SITTING , LET'S PUT IT LIGHT.

WE DRINK WELL HERE.

UM, AND PEOPLE COME HERE.

IT'S OUR CULTURE.

WE DRINK.

WELL IT IS OUR CULTURE.

UM, AND I MEAN, I'M VERY THANKFUL THAT PEOPLE DID SAFELY WHILE MM-HMM .

YEAH.

SO AS I, I HAVE MORE MEDIA WIRES IN MY POCKET, UH, FOR THE REMAINDER OF THE FISCAL YEAR AND WE'LL CONTINUE TO BE UTILIZING THEM FOR ANNOUNCEMENTS LIKE THE 2D ONE WIRES THAT ARE OPENING.

UM, NEED THAT NEW HOLIDAY PICTURE FOR ANY.

AND SO THERE'S, THERE'S A LOT OF DIFFERENT TOPICS THAT UTILIZE FOR THESE, UH, AS WELL AS OUR FOR ADVERTISING, UM, AND INTERNAL SOCIAL AS WELL.

OH.

UM, SO THESE

[5.b. Influencer Status Report]

AND THE HUGE, ABBY, SHE HELPS PUT THESE SLIDES TOGETHER FOR, I REMEMBER ABBY INTERN FROM LAST YEAR.

SHE'S

[00:45:01]

YAY.

THANK YOU.

UM, SO IN ADDITION TO THE, THE ONE THAT'S ON THE FAR LEFT, THE SATX WITH KIDS, THAT WAS A COLLABORATION WITH THE HILL COUNTRY MILE.

UH, WE ALSO COLLABORATED, I KEEP DOING THAT, SORRY.

UH, WITH SA BOOTY TO PROMOTE CRAFT BEER WEEK, UH, WITH THE HILL COUNTRY MILE.

AND THEN WESLEY IS, IS ACTUALLY FROM THE BERNIE AREA AND COMES AND DOES GREAT THINGS FOR US AND USUALLY DOESN'T CHARGE US AREA.

UH, WE DID PAY, UM, SO THIS SINCE WE'LL TALK, I'VE TALKED ALL ABOUT SHERPA JUST YET.

THIS PAST YEAR WE TRIED SOMETHING NEW IN THE WORLD OF WORKING WITH CONTENT CREATORS OR INFLUENCERS.

UM, THERE IS A COMPANY CALLED SHERPA THAT SORT OF IS LIKE A, A A GROUP COLLECTION OF CREATORS AND SORT OF LIKE WE CAN REACH OUT TO PEOPLE AND WE CAN PUT OUT, UM, ITINERARIES FOR THEM TO APPLY FOR.

SO THESE NEXT COUPLE OF PEOPLE ON THE NEXT FEW SLIDES ARE GOING TO BE THE PEOPLE THAT APPLIED AND WE WORKED WITH FOR THESE, UM, THESE PARTICULAR TRIPS.