The VisitDallas sales department helps to attract and create awareness, acceptance and action towards the contracting of over 1,700 meetings and conventions in our city through sales goals, tradeshows, customer events, site visits and familiarization tours. These are some of the tools Dallas Tourism Public Improvement District (DTPID) supports to help generate revenue in our city. Through our selling efforts VisitDallas saves an average of $1,200 per home in property taxes annually, easing the burden on Dallas residents.
Since the Omni Dallas hotel was completed, Dallas competes on a national stage with other well-known cities such as Las Vegas, Chicago, Atlanta, Orlando and Denver. Without DTPID resources, our market share would be significantly less abundant, providing less jobs and tax revenues.
The primary focus is to promote the Kay Bailey Hutchison Convention Center Dallas, Fair Park, city owned facilities, cultural attractions, as well as our partner hotels and restaurants. These conventions connect locally-based industries with national level organizations. One of the benefits of these conventions is to showcase our city, introducing tens of thousands of attendees to Dallas in hopes they return on leisure trips to enjoy our diverse attractions such as restaurants, museums, and multi-cultural facilities.
The primary use of DTPID funds for Tourism initiatives is for familiarization trips (fams)/site tours of the destination for prospective clients. This includes fams for international tour operators, who typically focus on foreign independent travel (FIT), and for domestic tour operators; in Dallas, the latter are most often student groups. Funds are also utilized to host top producers from key travel agencies from our core markets, as well as airline client fams and joint initiatives with DFW International Airport. DPTID funding covers a wide variety of hard costs in showcasing the city to clients, from accommodations to meals to transportation and attraction tickets. Showcasing Dallas to these clients is essential and has proven to be one of our most effective sales and marketing initiatives for Tourism, particularly on the international side. The perception of the Dallas product/experience is often very dated and based on stereotype, and it frequently requires showing operators and agents first-hand what there is to do in Dallas before they will include the destination in their itineraries and packages.
Marketing utilizes DTPID funds in a variety of ways. The primary use of DTPID funds is for paid advertising, including domestic leisure campaigns in the regional and national marketplace, as well as trade-specific/B2B advertising to meeting planners and event organizers for meetings, conventions, events, and trade shows. These campaigns typically include integrated print, digital, broadcast, and out-of-home elements. Funds are also used for the creative development of those campaigns and related initiatives through our domestic ad agency, as well as for paid social, paid search, search engine optimization, and other digital placements. As with Tourism, funds are also utilized to host international and domestic media on fam trips, in an effort to secure earned editorial coverage of the destination, significantly augmenting our ad buy dollars. DTPID funds are also used for the production and activation of events showcasing Dallas to consumers and to prospective industry clients.
The Dallas Sports Commission (DSC) utilizes the DTPID funding to market and attract sports events that generate hotel revenue and economic growth for the city of Dallas through initiatives focused on attracting amateur, collegiate, professional, national governing bodies, and international sports organizations to host their events in Dallas.
The Sports Commission sales strategy includes a marketing and sales presence at national industry leading conferences and trade shows, creating rights holder experiences and bid enhancements during site visits and familiarization tours, and development of overall DSC and event specific marketing campaigns to generate awareness, increase fan and spectator attendance, and further expand Dallas’ position as a leading sports destination.
Key areas of focus are attracting events focused on the American Airlines Center, Cotton Bowl Stadium and Fair Park, MoneyGram Soccer Complex, Dallas Parks and Recreation facilities, and the Kay Bailey Hutchison Convention Center Dallas. Along with trying to secure NCAA Championships for future years, a main area of focus for the Dallas Sports Commission in 2021 will be securing the FIFA World Cup in 2026, which will further elevate the city on an international stage. Support from the DTPID allows us to competitively pursue these opportunities.