FY 2023/24 QUARTERLY REPORT – 1st Quarter Ended September 30, 2023 October 25, 2023
Santa Clara Convention Center FY 2023/24 1st Quarter Report Page 1 of 17
Table of Contents
1st 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 Event Statistics .......................................................................................................... 7 Event Revenue ........................................................................................................... 7 Partners ...................................................................................................................... 7 Indirect Expenses ...................................................................................................... 8 Other Activities .............................................................................................................. 9 Key Performance Indicators (KPIs) ........................................................................... 10 Forecast ....................................................................................................................... 12 FY 2023/24 Capital Improvement Projects (CIP) ....................................................... 13 Community Involvement ............................................................................................. 15
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 2023/24 1st Quarter Report Page 2 of 17
1st Quarter Highlights
This quarterly report covers fiscal operations of the Santa Clara Convention Center for the first quarter ended September 30, 2023. This report is unaudited and, therefore, subject to change.
72,030
Total Attendance
57 Total Events
$1,510,956
Total Revenue
Strategic Highlights
Oak View Group (OVG 360) continues to be actively involved with the City and its partners at the Silicon Valley/Santa Clara DMO, Inc dba Discover Santa Clara ®. The
OVG General Manager (GM) participated in the interview and onboarding processes for a new Sales Manager who started work in September. As a Board Member/Officer of the DMO, the OVG 360 GM remained engaged in various activities of the organization including the development of the financial SOP’s.
OVG 360 continued a high level of involvement in a wide array of activities, spanning partner meetings, contract evaluations, and negotiations. OVG 360 extended its labor agreements with Local 853 – Teamsters, explored upcoming revenue prospects with partners, and concentrated on enhancing operational processes and revenue- generating strategies. Notably, capital projects were a key focus, involving discussions about electrical contractors, signage projects, and facility maintenance. OVG 360, along with Levy, Smart City, and Encore, continued utilizing the booking policy and actively sought new business opportunities aimed at attracting impactful events to the facility.
The dedicated sales efforts of the Center team resulted in the booking of 71 events in the quarter, with 33 of them classified as new business.
OVG 360 continued to monitor event load and potential revenue throughout the quarter.
All employees were brought back in accordance with California’s Rehiring and Retention Law.
Financial Highlights
After a very slow July, the first quarter saw better business trends in August and September. Gross revenue July through September was $3,560,256 representing 129.93% of the overall budget for revenue. Conversely, expenses totaled $3,237,447,
85.02% of the budgeted expenses for the quarter, resulting in an overall profit of $322,809 for Q1.
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Event Highlights
Fifty-seven events took place during the quarter, six higher than the budgeted number of 51. Six events rescheduled their dates in Q1, four events canceled due to either a reduction in registration numbers or other reasons within the quarter. A total of 23 clients did not move forward with their proposal.
Sneaker Con Bay Area was the ultimate sneaker experience, held at the Santa Clara Convention Center (SCCC) July 15 & 16, 2023 attracted over 8,000 attendees. In August, the Flash Memory Summit (FMS) returned to the Center for its 36 th annual
event. FMS is one of the largest shows highlighting digital storage technologies. Flash Memory continued to have robust attendance and participation. September was highlighted by the Golden State International Wushu Championships. This competition is one of the largest Wushu events in the United States. Seventy-one Wushu teams from 15 countries and regions participated, with nearly 1,800 athletes, and the total number of participants exceeded 4,000 over two days of live and online competition.
Golden State International
Wushu Championships
Sneaker Con 2023
36th Annual Flash Memory Summit
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Operational Highlights
As mentioned above, 57 events took place in the first quarter. Fourteen in July,13 in August, and 30 in September.
The OVG 360 GM continued to monitor event load and staffing levels based on business quantity at the Center. Additionally, the Center experienced staff turnover and throughout the quarter, a few employees resigned to accept new positions elsewhere. Therefore, employee levels varied from 30 to 32 throughout the quarter. The OVG GM signed and executed a Letter of Understanding with the Teamsters, Local 853 on an extension of its Collective Bargaining Agreement through June of 2024.
The OVG GM and the sales department attended a meeting with both Cvent (event lead generator) and SimpleView (the customer relationship management software/CRM) to discuss further integration of the two platforms to create a more efficient manner of tracking and documenting leads.
The OVG 360 GM, Director of Events, and Human Resources team conducted multiple interviews to replace an Event Manager position that became available when the previous employee left for a new opportunity.
The OVG 360 GM presented the leadership team with their annual performance reviews.
Other Noteworthy Highlights
In Q1, OVG 360 hosted 18 site tours for potential future events at the Convention Center.
The OVG 360 GM updated and reissued its Work from Home policy for the SCCC ensuring its relevance and effectiveness for the team.
OVG 360, Levy and the DMO met to review and finalize the definition of “Lost Business”. OVG 360 held meetings to thoroughly review and finalize the definition of "Lost Business," setting the standard for reporting by all entities in the future. After meetings with JLL, the City’s consultant, the OVG 360 GM meticulously performed manual data entry for all SCCC events spanning from October 2021 to June 2023. This data will be instrumental in creating a new model for optimizing the building.
OVG 360 met with Local 853 – Teamsters where it was indicated that the SCCC employees who are Teamsters were being transferred from Local 853 to Local 2785.
It is expected that the transfer will be completed by October 1, 2023.
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Financial Summary
Financial Results
Historically, the first quarter tends to be the slowest of the fiscal year and while revenues were slow in July, business conditions improved in August and September.
During these months, the Center welcomed back several annual clients, resulting in increased audio-visual and electrical commissions. As a result, OVG 360 and its partners generated $3,560,256 in gross revenue during the quarter exceeding the budgeted amount by $230,707. Net income for Q1 was $322,809 or $455,999 more than the budgeted loss of $133,190.
Financial Summary – 1st Quarter Ended September 30, 2023 Projected in Budget Actual Difference
Gross Revenue $3,329,549 $3,560,256 $230,707 Total Expense 3,462,739 3,237,447 225,292 Net Income ($133,190) $322,809 $455,999
Total expenses for the quarter were $3,237,447 or $225,292 less than the budgeted amount of $3,462,739. There was $80,120 of other revenue recognized in Q1 primarily from cancelation fees and interest income.
Clane Gessel and Flowers by Edgar
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Income Statement
SANTA CLARA CONVENTION CENTER
QUARTERLY GROSS INCOME STATEMENT
For the Three Months Ending September 30, 2023
QUARTER 1 TO DATE YEAR TO DATE
BUDGET ACTUAL VARIANCE
BUDGET ACTUAL VARIANCE
Number of Events 51 57 6 51 57 6 Number of Event Days 136 133 (3) 136 133 (3) Attendance 65,864 72,030 6,166 65,864 72,030 6,166 Event Revenue
Rental 944,615 872,789 (71,826) 944,615 872,789 (71,826) Services 38,347 90,242 51,895 38,347 90,242 51,895 IT/Telecom 268,226 278,527 10,301 268,226 278,527 10,301 Food & Beverage 1,829,562 1,273,347 (556,215) 1,829,562 1,273,347 (556,215) Electrical 31,979 309,766 277,787 31,979 309,766 277,787 Audio Visual 178,440 655,465 477,025 178,440 655,465 477,025 Total Event Revenue 3,291,169 3,480,136 188,967 3,291,169 3,480,136 188,967 Event Expenses
Services - 21,957 (21,957) - 21,957 (21,957) IT/Telecom 198,487 189,398 9,089 198,487 189,398 9,089 Food & Beverage 1,610,359 1,154,531 455,828 1,610,359 1,154,531 455,828 Electrical 22,385 234,146 (211,761) 22,385 234,146 (211,761) Audio Visual 119,555 449,270 (329,715) 119,555 449,270 (329,715) Total Event Expenses 1,950,786 2,049,302 (98,516) 1,950,786 2,049,302 (98,516)
Net Event Income (Loss) 1,340,383 1,430,834 90,451 1,340,383 1,430,834 90,451
Other Revenue 38,380 80,120 41,740 38,380 80,120 41,740
Total Net Event & Other
Revenue
1,378,763 1,510,954 132,191 1,378,763 1,510,954 132,191
Indirect Expenses
Executive 102,821 75,276 27,545 102,821 75,276 27,545 Finance 110,358 76,966 33,392 110,358 76,966 33,392 Event Services 130,789 102,314 28,475 130,789 102,314 28,475 Sales/Marketing 108,060 82,568 25,492 108,060 82,568 25,492 Operations 681,926 574,789 107,137 681,926 574,789 107,137 Overhead 377,999 276,232 101,767 377,999 276,232 101,767 Transition Costs
Total Indirect Expenses 1,511,953 1,188,145 323,808 1,511,953 1,188,145 323,808 Net Operating Income (133,190) 322,809 455,999 (133,190) 322,809 455,999 Other Income/(Expense)
Net Income (133,190) 322,809 455,999 (133,190) 322,809 455,999
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Event Statistics
There were 57 events scheduled in Q1 with $3,480,136 in revenue and $2,049,302 in expenses. ‘Conventions’ and ‘Trade shows’ generated the largest amount of revenue in the quarter.
Event Revenue
Event Net Revenue – 1st Quarter Ended September 30, 2023 Event Types Gross Revenue Cost of Sales Net Revenue
Banquets $116,817 $105,714 $11,103
Meetings 643,940 410,391 233,549
Consumer Shows 155,298 84,169 71,129
Trade Shows 517,273 223,882 293,391
Conventions 1,678,352 1,074,088 604,264
Special Events 252,427 129,288 123,139
Miscellaneous Events - - -
Sporting Events 116,028 21,769 94,259
Totals $3,480,135 $2,049,301 $1,430,834
This quarter, there was a profit of $1,430,834. Revenues generated were higher than anticipated due to increased audio-visual and electrical activity. Event expenses were slightly over budget due to the increase in event revenue for the quarter.
Partners
Partner Revenue – 1st Quarter Ended September 30, 2023
Partner Gross
Revenue
Cost of
Sales
Net
Revenue
Levy Restaurants $1,273,347 $1,154,531 $118,816
Smart City (IT services) 278,527 189,398 89,129
ENCORE-AV (AV services) 655,465 449,270 206,195
Electrical 309,766 234,146 75,620
Totals $2,517,105 $2,027,345 $489,760
Partner revenue for Q1 was $2,517,105. The cost of sales was $2,027,345 for a net profit of $489,760.
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Indirect Expenses
Total indirect expenses were $1,188,145 for the quarter.
Departments Expense Description Indirect Cost
Executive Senior personnel $75,276
Marketing Sales and marketing related 76,966
Finance Finance and Human Resources 102,314
Events Staffing to manage events 82,568
Operations
Engineering, building services, security, and
all other related expenses to operate the
building
574,789
Overhead Non-departmental expenses 276,232
Transition Costs Costs related to the transition to OVG - Totals $1,188,145
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Other Activities
OVG 360 entered into a new agreement with a local ATM provider in July. Post- pandemic the SCCC had eliminated ATMs within the facility as most services had become “cashless”. However, since there are a handful of events, including Sneaker Con and some of the other public shows, that deal specifically in cash; it was determined there was a need to reestablish this service.
OVG 360, with assistance from the DMO, hired a photographer to capture updated and new photos of the facility and events, e.g., Sneaker Con 2023 and Conference Concepts/Flash Memory Summit in July and August.
Working in conjunction with Levy, the DMO, the City and JLL, the sales team reconfirmed its prospect goals for FY 2023/24. OVG 360’s goal for the year is to average 220 active business prospects throughout the fiscal year. At of the end of the first quarter, OVG 360’s sales team is actively working 272 sales prospects. Applying the goals of the booking strategy, OVG 360 has put an emphasis on prospecting and generating leads for Priority 3 business. OVG 360 is aiming to convert 20% of those prospects into tentative
1 business. Of those tentative events, OVG 360 will work to reach a conversion rate of 20% into definite2 business throughout the fiscal year. The partners and sales team continue to discuss and identify ideas or concepts that will differentiate the Santa Clara Convention Center from its competitors.
Additionally, in the first quarter, OVG 360 created and submitted its Building Condition and Maintenance report to the City outlining the previous year’s maintenance. The OVG 360 GM also attended the City’s annual State of the City address. OVG 360 also worked with the City on preparing and hosting a meeting with a Japanese delegation for business development. The meeting is scheduled to take place on October 3, 2023, at the Center.
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 $3,560,256 and net income was $322,809 for Q1. Through the first quarter, the event mix shows the Convention Center hosted five of its targeted P3’s, ten of its P4 goal and 42 of its P5 mark. Prospecting numbers remain strong as the Sales Manager continues to focus on bringing new business to the facility. KPI Q1 and YTD results are reported below.
• 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.
• 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 Performance Measures
2023/24
Target YTD NOTES
$15,663,770 $3,560,256
2. Net Income $104,170 $322,809
26,591 4,933
4. Economic Impact $24,444,969 $9,634,211
85% - Reported at year-end
0.5% 0.00%
1 0
1.0% 0.00%
2 0
15.0% 8.77%
33 5
19.5% 17.54%
43 10
64.0% 73.68%
141 42
Total Events 220 57
7. Community Benefit
2 0
60% 0% Reported at year-end
20% 0% Reported at year-end
220 272 Average for the year of P3, P4, P5
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
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
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
Santa Clara Convention Center FY 2023/24 1st Quarter Report Page 11 of 17
trade and consumer shows are examples of P4 events. Based on projected combined build ing 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
SANTA CLARA CONVENTION CENTER
ROLLING FORECAST
FY 2023/2024
ACTUAL YTD
PROJECTED
TOTAL
ORIGINAL
Jul - Sep
Oct - Jun
PROJECTED
BUDGET
VARIANCE
FY 2024
FY 2024
FYE 6/30/24
FYE 6/30/24
# OF EVENTS
57 119
176
220
(44)
DIRECT EVENT INCOME
$ 1,030,203
$ 2,636,662
$ 3,666,865
$ 4,348,663
$ (681,798)
ANCILLARY INCOME
400,632
1,401,365
1,801,997
1,872,840
(70,844)
TOTAL NET EVENT
INCOME
1,430,834
4,038,027
5,468,861
6,221,504
(752,641)
OTHER INCOME
80,120
120,000
200,120
163,770
36,350
EXECUTIVE
75,276
300,920
376,196
437,636
61,440
MARKETING
76,966
331,553
408,519
466,447
57,927
FINANCE
102,314
391,047
493,361
547,041
53,681
EVENTS OPERATIONS
82,568
325,227
407,795
463,116
55,321
OPERATIONS
574,790
2,265,967
2,840,757
2,854,867
14,110
OVERHEAD
276,232
1,220,773
1,497,005
1,511,997
14,992
INDIRECT EXPENSES
1,188,146
4,835,487
6,023,633
6,281,104
257,471
OPERATING NET
INCOME (LOSS)
322,809
(677,460)
(354,651)
104,170
(458,820)
NET INCOME (LOSS)
$ 322,809
$ (677,460)
$ (354,651)
$ 104,170
$ (458,820)
The Center operated at a profit of $322,809 through Q1 as a result of higher audio- visual and electrical revenues. For the remainder of FY 2023/24, revenues are projected at a $677,460 loss resulting in an overall loss of $354,651 for the fiscal year. If these projections hold, the Center will miss its budgeted profit of $104,170 by $458,820.
However, this number is fluid and with sales leads being strong, OVG 360 anticipates that the projected deficit will continue to decrease in the coming months, thanks to new business bookings scheduled in the year and for the year.
The financial landscape for FY 2023/24 is mixed. While there's an encouraging revenue increase, profitability is likely to decline due to higher expenses, notably in insurance and daily operational costs.
• FY 2023/24 sees a substantial increase in the gross revenue budget, suggesting potential income growth.
• However, even if FY 2023/24 achieves the same revenue level as FY 2022/23, the higher budgeted revenue means profitability is expected to decrease. • Expenses are higher, especially property insurance coverage, which had a nearly 70% increase over the previous year to $280,000 annually. • Other expenses are also fluctuating due to factors like inflation and availability of product.
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FY 2023/24 Capital Improvement Projects (CIP)
CIP Project Updates
• OVG 360 updated and reissued a memo outlining the on-going challenges with the Air Wall System in the Grand Ballroom.
• At the direction of the City, OVG 360 prepared and presented a list of high priority capital projects needed at the SCCC.
• After OVG 360’s original electrical contractor withdrew from the Center’s Digital Signage project, the OVG 360 GM created a scope of work and RFB for a public bid.
• Levy brought in their new automated coffee machine for the Connect Café. They are still awaiting permits to be approved before it becomes active. • OVG 360 GM met with the City to review and balance the current Capital projects list.
• OVG 360 issued the public bid for an Electrical Contractor to assist in completing both the Digital Signage project and Levy’s kitchen upgrades. • OVG 360 engaged Kitchell to complete a full Electrical Assessment of the Convention Center.
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CIP Project Budget
Proj. # Project Name Phase CITY/OVG 360
REV ISED BUDGET
L EV Y TOTAL BUDGET Actual Exp. Balance
003 Convention Center HVAC - BMS System 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 $ 172,831 $ - $ 172,831 $ 172,831 $ - 006 Convention Center Lobby Roof (Glass
Pyramids) Assessment and R epair
Completed FY 2021/22 $ 479,300 $ - $ 479,300 $ 479,300 $ - 008 Convention Center Interior Digital Signage
and Display System
Implementation $ 1,035,386 $ - $ 1,035,386 $ 810,541 $ 224,845 009 Convention Center Interior Paint Completed FY 2021/22 $ 648,052 $ - $ 648,052 $ 648,052 $ - 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 $ 1,509,869 $ 241,856 $ 1,751,725 $ 1,751,725 $ - 014 Balance - Contingency (Electrical
Assessment)
- $ 137,524 $ - $ 137,524 $ 32,924 $ 104,600 015 Kitchen/Tech Café/Stand B Planning $ - $ 1,757,065 $ 1,757,065 $ 297,594 $ 1,459,471 TOTAL $ 4,110,000 $ 1,998,921 $ 6,108,921 $ 4,320,005 $ 1,788,916
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Community Involvement
In the first quarter, OVG 360 began a new community partnership with the Triton Art Museum. Starting in August, the Santa Clara Convention Center showcased “The Big Red Chair Project” by Eve Page Mathias. It is a collection of paintings done by the artist immediately following the repeal of the “shelter in place” order during the COVID-19 pandemic. The paintings feature portraits the artist’s close female friends. The exhibition is expected to be on display at the Center for approximately six months. Visit https://www.tritonmuseum.org/past-exhibitions/the-big-red-chair-project/2023 for more information on this project.
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Also, in Q1, the OVG 360 team met to discuss and strategize its Community Involvement plan for FY 2023/24. Throughout the year, OVG 360 intends be involved in the following community activities:
• OVG 360 employees will continue to volunteer for the Academy of Travel & Tourism program at Milpitas High School as mentors and judges - A small learning community that focuses on Hospitality, Tourism, and Recreation in partnership with local businesses. Teachers will integrate class subjects and projects.
• OVG 360 GM will continue to serve as a Volunteer Board Member for the Extended Opportunity Programs and Services (EOPS) program at Mission College - EOPS is a state-funded, services-oriented program, combining financial assistance with support services designed to inform, recruit, admit, and academically motivate low-income and educationally disadvantaged full-time students to pursue a college education.
• OVG 360 employees will conduct a Creek Trail clean up behind the Convention Center – The SCCC team will volunteer to pick up trash along the Creek Trail behind the Convention Center from Tasman to Great America Parkway.
• Will host the 2nd Annual Frosty Fest – In partnership with Levy and other SCCC partners, OVG 360 will host a community holiday event for the general public in mid-December.
• As part of Frosty Fest, OVG 360 will set up the SCCC as a drop off location for the Bill Wilson Center’s family adoption program for the holidays – This continues OVG 360’s commitment to adopting a local family in need for the holidays.
• Will host the 2nd Annual June Bloom – In partnership with Levy and other SCCC partners, OVG 360 will host a community event for the general public in June.
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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