How will hosting Formula One help to boost Austin’s appeal as a meetings destination?
Formula One racing is ranked among the top three prestigious sporting events in the world along with the Olympics and football’s FIFA World Cup. It is considered the most technologically-advanced sporting event in the world. It has a massive worldwide following, attracting more than 520m viewers in 187 countries making it one of the most watched annual sporting events in the world. This project will place Austin and the State of Texas on the global stage.
The economic impact of the Formula One US Grand Prix is estimated to be worth US$300m on an annual basis.
What are Austin’s major selling points in the international meetings arena?
Known as the ‘live music capital of the world’, it has an average yearly temperature of 200C, is USA’s 15th largest city and growing, and is 145 miles from Houston and 180 miles from the Dallas Forth Worth which both have international gateway airports offering services to and from worldwide destinations. There is an IT company hub with many large corporaates in the area, including Dell Computers.
How do you market Austin to the MICE markets worldwide?
Austin, Texas, is positioned for a variety of group sizes, ranging from 25 to 2,500.
The bureau is dedicating time and resources to engaging with international market sectors. We will continue to attend trade shows to create awareness and educate planners about the Austin product. We have also joined the International Congress and Convention Association (ICCA) to increase our resources. It was a strategic step for the bureau to penetrate the international MICE market.
The ICCA database gives us detailed information on all sectors in this industry.
Which tradeshows do you exhibit at? Do they provide a good ROI?
Austin attends IMEX in Frankfurt, the Professional Convention Management Association’s (PCMA) annual conference, ASAE Annual Meeting and ASAE Springtime in the Park. PCMA has shown a valuable return. As a result of PCMA, the Institute of Electrical and Electronic Engineers (IEEE) chose Austin for its annual conference. IEEE has over 395,000 members in its association from 150 countries. We began attending IMEX in 2009 to gain a better understanding of the market and begin building relationships. With AIBTM coming to Baltimore and IMEX America to Las Vegas, the industry is showing an interest in America for events, which is great for us. We are considering exhibiting at AIBTM next year, based on its alliance with PCMA and its location to planners based in the Washington, DC area.
From where have you seen the most business wins in the last few years?
While the majority of the MICE business we have secured in the past has been won nationally, we are now broadening our focus to include the European and international markets. Based on our national success, we believe making international markets aware of our destination’s offering will create a strong interest in choosing our city for meetings and conferences. The UK, Germany, France, The Netherlands, Belgium and Switzerland have a strong MICE presence and are of particular interest to us.
Which sectors are popular for hosting events in Austin?
IT, medical, automotive, sports and music industries.
How many hotel rooms are there in Austin?
Citywide, Austin has 30,000 hotel rooms. Located in the pedestrian downtown area there are 6,000 rooms. The newest property in the city is the W Austin, opening in December 2010. The hotel has 251 rooms and is located downtown in the 2nd Street District. Austin offers over 90 hotels with meeting space some of these include: Hilton Austin – 800 rooms, Radisson Town Lake – 413 rooms, Hyatt Regency – 448 rooms, Sheraton – 360 rooms, Marriott – 449 rooms, Driskill – 189 rooms and Mansion on Judges Hill – 48 rooms.
How many convention spaces does Austin have, and what is their capacity for events?
Austin Convention Centre, located in the heart of the capital city’s downtown business district, is a short distance from the downtown hotel rooms. The venue spans six city blocks with 34,769sqm of exhibition and meeting space. The five, column-free exhibition halls total 22,863sqm. The fifth hall offers retractable riser seating for up to 1,500, making it an ideal location for general sessions, performances and sporting events. Seven ballrooms, with the largest 4,022sqm in size, and 54 meeting rooms and show offices, totalling 5,708sqm, complete the four-story centre.
What do other professional meeting planners and convention attendees have to say about their time in Austin?
“Our staff and attendees fell in love with Austin. Perfect size facility for our group, incredible nightlife, great restaurants and incredibly hospitable people. The staff at the Convention Bureau and Convention Center are second to none. From the moment we arrived to the moment we left, everything was perfect. Great Job, Austin!”
– Kevin Johnstone, NAMM, the International Music Products Association.
“Austin is a remarkable destination for all sizes and types of conventions. No matter what the size of convention is, Austin gives you 110 per cent customer service.”
– Paul M. Griffin, Destination Marketing Association International.
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Austin’s top 10 attractions
1. Texas State Capitol
2. Bob Bullock Texas State History Museum
3. Riverboat Cruise on Lady Bird Lake
4. Lyndon Baines Johnson Library
5. Lady Bird Johnson Wildflower Center
6. Scenic Tour of Austin including:
- Zilker Park and Gardens,
- Barton Springs Pool,
- Mt. Bonnell, Lake
- Austin and the Umlauf
- Sculpture Garden
7. Warehouse, Sixth and Second Street Districts
8. Ann Richards Congress Avenue Bridge bat watching (Seasonal: March-October)
9. Harry Ransom Center
10. South Congress Shopping
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Austin: Fast facts
- Fifteenth largest city in the USA.
- Three hundred days of sunshine over the city annually, with an average year-round temperature of 68.5°F (20.2°C).
- On any given night, live music plays at nearly 200 venues throughout the city. Austin is also home to such famous names, such as The Dixie Chicks, Willie Nelson, Asleep at the Wheel, Stevie Ray Vaughan, Spoon, Ghostland Observatory, Okkervil River and more.
- Silicon Hills, as Austin is known, is one of the country’s top technology cities. It has the headquarters for Dell Computer Corporation and major operations for IBM, Samsung, Freescale and Advanced Micro Devices.
- Austin is the top location for moviemaking in Texas. Grindhouse, The Alamo, Spy Kids, Sin City, The Rookie, Miss Congeniality, Hope Floats and Texas Chainsaw Massacre were all filmed in Austin.
