FY 2022/23 QUARTERLY REPORT – 3rd Quarter Ended March 31, 2023 April 25, 2023
Santa Clara Convention Center FY 2022/23 3rd Quarter Report Page 1 of 15
Table of Contents
3rd Quarter Highlights ................................................................................................... 2 Strategic Highlights ................................................................................................... 2 Financial Highlights ................................................................................................... 2 Event Highlights ......................................................................................................... 3 Operational Highlights ............................................................................................... 4 Other Noteworthy Highlights .................................................................................... 4 Financial Summary ....................................................................................................... 5 Financial Results ....................................................................................................... 5 Income Statement ...................................................................................................... 6 Event Statistics .......................................................................................................... 7 Event Revenue ........................................................................................................... 7 Partners ...................................................................................................................... 7 Indirect Expenses ...................................................................................................... 8 Other Activities .............................................................................................................. 9 Key Performance Indicators (KPIs) ........................................................................... 10 Forecast ....................................................................................................................... 12 FY 2022/23 Capital Improvement Projects (CIP) Budget .......................................... 13 Community Involvement ............................................................................................. 14
Santa Clara Convention Center is strategically located in the heart of Silicon Valley, a prime location for conventions, trade shows and exhibitions. The Santa Clara Convention Center is minutes from hotels, restaurants, Levi’s Stadium, California’s Great America Theme Park, and many of the largest and most influential technology companies in the world, with easy access to freeways and Norman Y.
Mineta San Jose International Airport and only 45 miles south of San Francisco. The Convention Center features 100,000 square feet of exhibit space, a 22,400 square foot ballroom, 31 breakout rooms and a 607-seat theater and attracts over 350,000 visitors annually. The facility is an integral economic component of Santa Clara, generating economic benefits through attendee direct and indirect spending and sustaining over 500 local jobs.
For more information, visit www.santaclaraconventioncenter.com.
Santa Clara Convention Center FY 2022/23 3rd Quarter Report Page 2 of 15
3rd Quarter Highlights
This quarterly report covers fiscal operations of the Santa Clara Convention Center for the third quarter ended March 31, 2023. This report is unaudited and, therefore, subject to change.
80,600
Total Attendance
51 Total Events
$3,754,579
Total Revenue
Strategic Highlights
Oak View Group (OVG) continues to be actively involved with the City and its consultant, Jones Lang LaSalle (JLL) on the development of the Silicon Valley/Santa Clara DMO, Inc dba Discover Santa Clara
®. In the third quarter, the OVG General
Manager, as a board member of Discover Santa Clara ®, participated in interviewing Director of Sales candidates, prepared the interim Booking Policy changes with the CEO, assisted in hiring an accounting firm to produce new financial SOPs, and provided input on the submission of multiple proposals to potential clients.
OVG and its partners from Levy, Smart City and Encore implemented the Convention Center’s new Booking Policy and continued prospecting new business focused on bringing high impact events to the destination. Sales efforts were aligned with OVG, Levy and the DMO’s overlapping key performance indicators (KPIs). Bookings are steady, but still below pre-pandemic levels. The recent economic slowdown and continued fears of inflation have led to a few cancellations. OVG and its leadership continue to monitor the on-going layoffs within the tech industry and are watching for any trends that may impact the overall business at the Convention Center.
OVG continued to phase in and out employees. Employee totals varied from 25 to 30 based on event load and projected revenue generation. All employees were brought back in accordance with SB 93, California’s Rehiring and Retention Law.
Financial Highlights
The first two months of the third quarter started very slowly. However, the event load increased significantly in March as Banquets and Conventions exceeded their numbers.
Gross revenue, January through March, was $3,754,579 representing 104.17% of the overall budget for revenue. Conversely, expenses totaled $3,211,082, 91.19% of the budgeted expenses for the quarter, resulting in an overall profit of $543,497 for the third quarter.
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Event Highlights
Fifty-one events took place during the quarter, 53 less than the budgeted number of 104. In the quarter, 22 events were canceled, one event rescheduled their dates, seven events canceled, and 14 clients did not move forward with their proposal. Budgeted meetings continue to underperform, while Special Events and Trade Show feed-in business did not materialize at the anticipated levels.
In January, the Center hosted the Precision Medicine World Conference. Over 2,500 attendees took part in the three-day event. In February, the Silicon Valley Auto Show, an event previously held in San Jose, attracted over 10,000 car enthusiast and guests.
March was highlighted by SNUG 2023. Over 1,500 attendees took part in this event that returned to the center for the first time since before the pandemic.
Precision Medicine World Conference
Silicon Valley Auto Show
SNUG 2023
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Operational Highlights
As mentioned above, 51 events took place in the third quarter. Thirteen in January, eleven in February, and 27 in March.
The General Manager (GM) continued to monitor event load and scheduled staffing levels based on business quantity and projected revenue generation. Therefore, employee levels varied from 25 to 30 throughout the quarter. The GM met with the new Teamsters, Local 853, business agent to provide background and proposals from prior negotiations on the Collective Bargaining Agreement. New dates for negotiations are set in early Q4. Created a thorough analysis of Convention Center events held from October of 2021 through December of 2022 to utilize for the preparation of a new two-year operating budget.
Collaborated with Discover Santa Clara® and Levy Restaurants to review, refine and submit the two-year operating budgets for FY 2023/24 and FY 2024/25. Updated OVG 360’s KPI’s for FY 2023/24 and FY 2024/25 and submitted to the City for review and approval.
GM finished updates to the Santa Clara Convention Center Facility Use Guide. The new guide will be implemented at the beginning of the fourth quarter. GM continued to oversee the Convention Center Safety Committee. During the quarter, the GM and the Safety Committee team held multiple evacuation drills.
Other Noteworthy Highlights
In Q3, OVG hosted 34 site tours for potential future events at the Convention Center. The OVG GM met with Discover Santa Clara® (DSC), Levy and JLL to review the current Convention Center Booking Policy. The group discussed the creation of new thresholds and proposed adjustments based on the team’s meeting with the Santa Clara Tourism Improvement District’s (SCTID) hotels in the second quarter. OVG held interviews for the vacant position of Sales Coordinator and Operations Supervisor roles, positions OVG has been trying to fill since June of 2022. Offers were extended for both positions to qualified candidates. The Sales Coordinator began work in early March. The Operations Supervisor started in mid-March. The OVG GM along with the Sr. Sales Manager, Levy and DSC attended a meeting with the SCTID hotel GMs and Director of Sales. Conversations focused on Convention Center data and the proposal of new thresholds for the Convention Center Booking Policy. The updated Booking Policy was approved and implemented by the DSC Board of Directors in March.
OVG GM collaborated with the City to provide a letter of support and potential pricing for the Bay Area’s bid for Super Bowl 60.
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Financial Summary
Financial Results
The third quarter has historically been slower for the Center. Despite net losses incurred in January and February, the quarter ended on a positive note with a strong performance in March, resulting in a profitable quarter overall. The Conventions and Banquets segments performed better than expected, with Conventions generating significant revenue from catering. As a result, the quarter saw a total gross revenue of $3,754,579, exceeding the budgeted amount by $150,587. Q3's net income of $543,497 was $460,849 higher than the budgeted amount of $82,648.
Financial Summary – 3
rd Quarter Ended March 31, 2023
Projected in Budget Actual Difference
Gross Revenue $3,603,992 $3,754,579 $150,587 Total Expense $3,521,344 $3,211,082 $310,262 Net Income $82,648 $543,497 $460,849
Total expenses for the quarter were $3,211,082 or $310,262 less than the budgeted amount of $3,521,344. There was $142,974 of other revenue recognized in Q3 primarily from cancelation fees.
The year-to-date expenses were $8,922,888, a year-to-date positive variance of $1,191,970 versus budgeted expenses.
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Income Statement
SANTA CLARA CONVENTION CENTER
QUARTERLY GROSS INCOME STATEMENT
For the Nine Months Ending March 31, 2023
QUARTER 3 TO DATE YEAR TO DATE
BUDGET ACTUAL VARIANCE BUDGET ACTUAL VARIANCE
Number of Events 104 51 (53) 270 158 (112) Number of Event Days 205 116 (89) 546 349 (197) Attendance 42,300 80,600 38,300 134,840 207,624 72,784 -
Event Revenue -
Rental 852,520 859,321 6,801 2,319,180 2,298,422 (20,758) Services 33,500 69,456 35,956 90,900 273,923 183,023 IT/Telecom 311,200 185,472 (125,728) 780,350 608,999 (171,351) Food & Beverage 1,891,935 1,461,047 (430,888) 5,276,235 4,255,347 (1,020,888) Electrical 101,600 417,558 315,958 270,548 723,213 452,665 Audio Visual 395,000 618,751 223,751 925,000 1,611,054 686,054 Total Event Revenue 3,585,755 3,611,605 25,850 9,662,213 9,770,958 108,745
Event Expenses
Services - 240 (240) - 42,303 (42,303) IT/Telecom 230,288 126,121 104,167 577,459 414,119 163,340 Food & Beverage 1,615,637 1,155,703 459,934 4,538,063 3,417,507 1,120,556 Electrical 76,200 321,706 (245,506) 202,911 556,664 (353,753) Audio Visual 264,650 437,013 (172,363) 619,750 1,127,990 (508,240) Total Event Expenses 2,186,775 2,040,783 145,992 5,938,183 5,558,583 379,600
Net Event Income (Loss) 1,398,980 1,570,822 171,842 3,724,030 4,212,375 488,345
Other Revenue 18,237 142,974 124,737 54,712 405,682 350,970
Total Net Event & Other
Revenue 1,417,217 1,713,796 296,579 3,778,742 4,618,057 839,315
Indirect Expenses
Executive 79,096 86,040 (6,944) 260,288 233,769 26,519 Finance 82,693 69,598 13,095 263,587 210,550 53,037 Event Services 111,476 110,932 544 326,072 317,354 8,718 Sales/Marketing 83,643 96,504 (12,861) 275,374 253,801 21,573 Operations 624,397 555,506 68,891 1,991,561 1,563,054 428,507 Overhead 353,264 251,719 101,545 1,059,793 785,777 274,016 Transition Costs
Total Indirect Expenses 1,334,569 1,170,299 164,270 4,176,675 3,364,305 812,370
Net Operating Income 82,648 543,497 460,849 (397,933) 1,253,752 1,651,685
Other Income/(Expense)
Net Income 82,648 543,497 460,849 (397,933) 1,253,752 1,651,685
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Event Statistics
There were 51 events scheduled in Q3 with $3,611,605 in revenue and $2,040,783 in expenses. ‘Conventions’ and ‘Trade Shows’ generated the largest amount of revenue in the quarter.
Event Revenue
Event Net Revenue – 3
rd Quarter Ended March 31, 2023
Event Types Gross Revenue Cost of Sales Net Revenue
Banquets $164,801 $91,389 $73,412
Meetings 97,835 8,175 89,660
Consumer Shows 211,668 88,036 123,632
Trade Shows 832,511 654,700 177,811
Conventions 1,851,331 1,054,813 796,518
Special Events 150,987 24,825 126,162
Miscellaneous Events - - -
Sporting Events 302,472 118,845 183,627
Totals $3,611,605 $2,040,783 $1,570,822
This quarter, there was a profit of $1,570,822 and the gross event revenue was higher than anticipated. This was in spite of a lower number of events being contracted, 51 compared to the 104 budgeted. The benefit of fewer events is that it usually leads to a decrease in overall event expenses, which was the case in the third quarter.
Partners
Partner Revenue – 3
rd Quarter Ended March 31, 2023
Partner Gross
Revenue
Cost of
Sales
Net
Revenue
Levy Restaurants $1,461,047 $1,155,703 $305,344
Smart City (IT services) 185,472 126,121 59,351
ENCORE-AV (AV services) 618,751 437,013 181,738
Electrical 417,558 321,706 95,852
Totals $2,682,828 $2,040,543 $642,285
Partner revenue for Q3 was $2,682,828. The cost of sales was $2,040,543 for a net profit of $642,285. Year-to-date, net partner revenue shows a $1,682,333 profit versus budget.
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Indirect Expenses
Total indirect expenses were $1,170,299 for the quarter.
Departments Expense Description Indirect
Cost
Executive Senior personnel $86,040
Marketing Sales and marketing related 96,504
Finance Finance and Human Resources 69,598
Events Staffing to manage events 110,932
Operations
Engineering, building services, security, and
all other related expenses to operate the
building
555,506
Overhead Non-departmental expenses 251,719
Transition Costs Costs related to the transition to OVG - Totals $1,170,299
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Other Activities
In the third quarter, OVG GM, along with its Contract Administrators attended an interview with a potential candidate to replace the Levy GM. The previous Levy GM was promoted to a regional role.
OVG continued active prospecting for FY 2022/23 and FY 2023/24. OVG’s goal for the year is to average 204 active business prospects throughout the fiscal year. At the end of the third quarter, OVG’s sales team is actively working on 276 sales prospects.
Applying the goals of the booking strategy, OVG has put an emphasis on prospecting and generating leads for Priority 3 business. OVG is aiming to convert 20% of those prospects into tentative1 business. Of those tentative events, OVG will work to reach a conversion rate of 20% into definite2 business throughout the fiscal year. With a full year of data, the sales team is reviewing the conversion ratios. The partners and sales team continue to discuss and identify ideas or concepts that will differentiate the Santa Clara Convention Center from its competitors.
During the third quarter, the General Managers (GMs) of OVG and Levy worked together with the CEO of DSC to review and evaluate fresh marketing materials aimed at boosting sales for the destination. The marketing firm presented mock-ups of a proposed social media campaign, which began being released in February through online ads on LinkedIn and Instagram. The campaign primarily focuses on reintroducing DSC in Santa Clara, attracting new meeting planners and generating business for the destination. Additionally, the GM of OVG continued to collaborate with the DMO CEO to acquire room block pick-ups from events held at the Convention Center. As a part of this effort, requests for updated submissions were sent to the SCTID hotels.
1 A tentative is defined as having dates held and/or proposals issued to the client. 2 A definite is realized when a client signs its Use License Agreement for an event at Convention Center.
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Key Performance Indicators (KPIs)
Gross revenue was $3,754,579 and net income was $543,497 for Q3. Through the third quarter, the event mix shows the Convention Center hosted 14 of its targeted P3’s, 24 of its P4 goal and 120 of its P5 mark. Prospecting numbers remain strong as the Sales Manager continues to focus on bringing new business to the facility. KPI Q3 and YTD results are reported below.
Updates to the Convention Center Booking Strategy went into effect April 1, 2023.
Adjustments were made to the booking windows as well as the event type criteria (number of room nights and total Convention Center spend). The adjusted booking windows now provide a greater emphasis on P1 – P3 groups and events to ensure there is room for the highest revenue producing groups for the DMO, hotels, Convention Center, Levy, and the City. Groups are evaluated based upon priority number, current market conditions, day-of-week pattern, type of group (i.e., industry), Center revenue, and needs of all parties on a case-by-case basis.
• Priority 1 (P1) event – Large multi-day convention and/or conference that utilizes all venue space at the Convention Center, utilizes significant venue services such as food and beverage, audio-visual and information technology, and draws a substantial number of out-of-town visitors that stay in multiple Santa Clara hotels.
Based on projected combined building spend and peak hotel room nights booked, has an 18+ month booking window.
Performance Measures
2022/23
Target YTD January February March NOTES
$13,603,635 $10,176,340 $444,165 $1,102,786 $2,207,328
2. Net Income ($217,715) $1,257,752 ($153,379) ($27,962) $728,838 14,755 12,812 845 1,481 2,526
4. Economic Impact $17,234,704 $32,811,930 $1,104,661 $4,052,273 $6,477,245 85% - - - Reported at year-end
1% 0.00% 0.00% 0.00% 0.00%
3 0 0 0 0
2% 0.00% 0.00% 0.00% 0.00%
6 0 0 0 0
6% 8.86% 7.69% 9.09% 14.81%
24 14 1 1 4
18% 15.19% 0.00% 18.18% 7.41%
67 24 0 2 2
73% 75.95% 92.31% 72.73% 77.78%
274 120 12 8 21
Total Events 374 158 13 11 27
7. Community Benefit
2 1 0 0 0
60% 0% - - - Reported at year-end
20% 0% - - - Reported at year-end
220 249 240 258 276 Average for the year of P3, P4, P5
5. Customer Service Survey Results (overall satisfaction)
3. Number of Room Nights Consumed
1. Convention Center Gross Revenue
OVG Venue Management – Santa Clara Convention Center
8. Number of Prospects (active) (non-cumulative)
Percent of Center employees that volunteer in the community Percent of small, local and M/WBE businesses/vendors
Number of collaborative, community-based events hosted at the Center Percent of P5 Events
Number of P5 Events
6. Event Mix at the Convention Center (consumed)
Percent of P1 Events
Number of P1 Events
Percent of P4 Events
Number of P4 Events
Percent of P3 Events
Number of P3 Events
Percent of P2 Events
Number of P2 Events
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• Priority 2 (P2) event – Primarily large multi-day convention and/or conference that utilizes most of the venue space at the Convention Center, utilizes venue services such as food and beverage, audio-visual and information technology, and draws out of town visitors that stay in multiple Santa Clara hotels. Based on projected combined building spend and peak hotel room nights booked, has a 12 – 18 month booking window.
• Priority 3 (P3) event – Multiple or single day event that utilizes space at the Convention Center. Attendance and out of town visitors are less than for a P1 or P2.
Examples of P3 events may include trade shows, consumer shows, smaller conventions/conferences, and sporting events. Based on projected combined building spend and peak hotel room nights booked, has a 9 – 12 month booking window.
• Priority 4 (P4) event – Typically a one- or two-day event that utilizes space at the Convention Center. Attendees are primarily local. Special events (e.g., graduations), smaller meetings and/or smaller trade and consumer shows are examples of P4 events. Based on projected combined building spend and peak hotel room nights booked, has a 6 – 9 month booking window.
• Priority 5 (P5) event – Usually a single day event. Examples of P5 events are banquets, galas, other social type events and meetings. Based on projected combined building spend and peak hotel room nights booked, has a 0 – 6 month booking window.
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Forecast
The Center operated at a profit of $1,253,752 through Q3 as a result of larger than anticipated revenues in the month of March. Forecast for the remainder of FY 2022/23 are projected at a $471,208 loss resulting in an overall profit of $782,544 for the fiscal year. If these projections hold, the Center will beat its budgeted loss of $217,715 by $1,000,260. While we are now three quarters of the way through the fiscal year, short- term bookings continue to be active, and the event numbers are expected to grow.
SANTA CLARA CONVENTION CENTER
ROLLING FORECAST
FY 2022/23
ACTUAL YTD FORECAST TOTAL ORIGINAL
Jul - Mar Apr - Jun PROJECTION BUDGET VARIANCE FY 2023 FY 2023 FYE 6/30/23 FYE 6/30/23
# OF EVENTS 158 83 241 374 (133) DIRECT EVENT INCOME $ 2,724,922 $ 1,004,743 $ 3,729,665 $ 3,519,063 $ 210,602 ANCILLARY INCOME 1,487,453 604,824 2,092,277 1,693,161 399,116 TOTAL NET EVENT INCOME 4,212,375 1,609,567 5,821,942 5,212,224 609,718 OTHER INCOME 405,682 - 405,682 72,950 332,732
EXECUTIVE 233,769 103,897 337,666 339,385 1,719 MARKETING 210,550 128,578 339,128 346,281 7,153 FINANCE 317,354 105,785 423,139 429,193 6,054 EVENTS OPERATIONS 253,801 98,700 352,501 359,017 6,516 OPERATIONS 1,563,054 1,044,581 2,607,635 2,615,957 8,322 OVERHEAD 785,777 599,234 1,385,011 1,413,057 28,046 INDIRECT EXPENSES 3,364,305 2,080,775 5,445,080 5,502,889 57,810
OPERATING NET INCOME
(LOSS) 1,253,752 (471,208) 782,544 (217,715) 1,000,260
NET INCOME (LOSS) $ 1,253,752 $ (471,208) $ 782,544 $ (217,715) $ 1,000,260
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FY 2022/23 Capital Improvement Projects (CIP) Budget
CIP Project Updates
• OVG continued to work with Levy and Sixth Dimension, the Center’s third-party project management team, on revising the scope of work for kitchen upgrades at the Center. Bid documents are expected to be issued within the fourth quarter. • OVG GM successfully negotiated and finalized an agreement with AVI-SPL for the purchase and installation of the digital signage project. Installation is expected to begin in Q4.
• Due to an unexpected power outage, the OVG GM worked with staff and the City to purchase and repair a new breaker for the Convention Center. The power outage, which lasted several weeks, led to additional repairs needing to be made on operating systems. OVG gathered information and invoices and will be requesting emergency funds for these repairs. The request will be submitted in Q4.
• As a result of the power outage, the OVG GM worked with OVG Corporate and Sixth Dimension to prepare and issue an RFP for a full electrical assessment of the Convention Center. Proposals for the project are due at the end of April. • The agreement for the Levy refrigeration project was negotiated with the vendor throughout the quarter. The agreement is expected to be signed early in the fourth quarter with work estimated to start either in the summer of 2023 or winter of 2023, based on event load.
• The airwalls in the Grand Ballroom have continued to deteriorate due to wear and tear. OVG 360 is in the process of identifying if additional repairs can be made or if a full replacement of the air wall system will be required. OVG will submit their findings to the City in April.
CIP Project Budget
SANTA CLARA CONV ENTION CENTER - OV G
CAPITAL PROJECTS
Proj. # Project Name Phase CITY/OVG 360
REV ISED BUDGET
L EV Y TOTAL BUDGET YTD E xp. Balance
001 Convention Center HVAC Study - $ - $ - $ - $ - $ - 002 Convention Center HVAC - Duct Work - $ - $ - $ - $ - $ - 003 Convention Center HVAC - BMS System
Ud
Completed FY 2019/20 $ 20,450 $ - $ 20,450 $ 20,450 $ - 004 Convention Center HVAC Portable A/C Units Completed FY 2020/21 $ 75,350 $ - $ 75,350 $ 75,350 $ - 005 Convention Center Security System Completed FY 2021/22 $ 177,381 $ - $ 177,381 $ 172,831 $ 4,550 006 Convention Center Lobby Roof (Glass
Pyramids) Assessment and R epair
Completed FY 2021/22 $ 480,787 $ - $ 480,787 $ 479,300 $ 1,487 007 Convention Center Building E nvelope Repair
- Terrace Building Front
- $ - $ - $ - $ - $ - 008 Convention Center Interior Digital Signage
and Display System
Planning $ 855,386 $ - $ 855,386 $ 476,389 $ 378,997 009 Convention Center Interior Paint Completed FY 2021/22 $ 694,994 $ - $ 694,994 $ 648,052 $ 46,942 010 Convention Center Door Replacements - $ - $ - $ - $ - $ - 011 Convention Center Facility Lighting Project - $ - $ - $ - $ - $ - 012 Convention Center Riding Vacuum Purchase Completed FY 2019/20 $ 31,238 $ - $ 31,238 $ 31,238 $ - 013 Convention Center Carpet Replacement Completed FY 2021/22 $ 1,628,720 $ 241,856 $ 1,870,576 $ 1,751,725 $ 118,851 014 Balance - Contingency - $ 145,694 $ - $ 145,694 $ 32,924 $ 112,770 015 Kitchen/Tech Café/Stand B Planning $ - $ 1,757,065 $ 1,757,065 $ 215,663 $ 1,541,402 TOTAL $ 4,110,000 $ 1,998,921 $ 6,108,921 $ 3,903,922 $ 2,204,999
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Community Involvement
In the 3rd Quarter, the OVG team, with its partners at Levy met to strategize for its second community event of the fiscal year. The Community Committee is moving forward with a blood drive and is strategizing on a theme and additional components that will be involved.
The second community event is scheduled for late in the fourth quarter.
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Santa Clara Convention Center
5001 Great America Parkway
Santa Clara, CA 95054
Tel: (408) 748-7000
www.santaclaraconventioncenter.com
General Manager: Kelly Carr