GEORGIA v.l)RI1) CDNGRESS CENTER ANNUAL REPORT
FISCAL YEAR 1976-77
AUGUST 15, 1977

TABLE OF CONTENTS

PAGE

Introduction ........................................ 1

Financial Analysis

Gerleral ...............................................

2

Incane

ReIltals ....................

4

Food Service ......

6

Exhibit utility Services ..

8

Georgia Hall ...

10

Miscellaneous ...

10

Par k..i.rlg

10

Expenditures

Personal Services ...

11

Operating Expenses .

11

Start up Expenditures ...

13

Event Attendance Analysis

15

Staffing

General

18

Affirmative Action ...

20

Surrmary

General

.

23

Future

23

List of Exhibits:

*******

A Incare & Expenditures; Projected vs. Actual .

3

B Ren'ta.l Incx:::u:re.......................................

5

C Food Service Division, Financial Summary ........ 7

D Exhibit Utility Services, Incane and Expenditure Report. 9

E Operating Expenditures, Projected vs. ActuaL ...... 12

F Summary of Start Up Expenditures ......

14

G Event Attendance Summary ...........

16

H Economic Impact, 1976-77 Attendance.

17

I avcc Organization Chart

19

J Analysis of Work Force ...

21

K S.M.S.A. Reference ......

22

INTRODUCI'ION
The Georgia World Congress Center entered fiscal year 1976-77 in the final stages of construction with a deadline for partial completion by September 1, 1976 in order to acoommodate the Bobbin Show/MMAConvention.
Initial operational staff were brought on board June 1, 1976 with the appointment of the. Director and General Manager. Through intensive recruiting an additional ten (10) key personnel were acquirro during July and August.
A skeleton operating force of thirty eight (38) personnel officially movedinto the partially complete facility at 8:00 A.M. September 4, 1976 under a "beneficial occuPancy" agreement with the developer. At approximately 8:30 A.M. on September 5 Shepard convention Services entered the facility to begin preparation and set up for the Bobbin Show/MMAConvention.
The 1976 Bobbin Show/AAMCAonvention was a tremendous success with approximately 18,000 persons in attendance and nearly 135,000 net square feet of exhibits and displays.
The remainder of calendar year 1976 was devoted primarily to internal organization, finalizing rental and service policies, ongoing personnel recruitment and staff training. Only miscellaneous minor meeting and banquet functions were accamodated in the Congress Center until November2 when the Center hosted the carter/M:mdale election returns cererronies. The event marked the first time the entire facility was utilized for an event, with sane 35,000 guests in attendance and untold millions observing on network television.
Official grand opening cererronies for the Congress Center were conductro December1 through 5, 1976 with the presentation of "GEORGIOANPARADE."Sane 350 Georgia businesses and organizations displayed their products and services to approximately 80,000 attendees during the five day period. The festivities includro exhibit displays, stage shows, continuous entertainrrient and was highlighted daily with a full fledged parade through the exhibition hall.
During the second week of January, 1977, the Georgia World Congress Center welcc:medthe Atlanta International Sport and Travel Showand began its initial year of servicing an ongoing business of conventions, trade shows, ccmnercial shows, industrial meetings, entertainment, meetings, banquets and a broad spectrum of miscellaneous events.
-1-

FINANCIAL ANALYSIS
GENERAL: The staff is proud to report initial financial projections
for the first year of partial operation have proven to be reasonably accurate. Both anticipatro incane, with a feN exceptions, and anticipated expenditures have been on target. Exhibit "A" surrmarizesprojected incane and expenditures comparedwith actual incane and expenditures.
-2-

EXHIBIT "A"

1976-77 INCOMEANDEXPENDI'IURES PROJECrEDVS ACI'UAL

INCCME:
Rent Food Service (Rich's) Exhibit utility Services Georgia Hall Parking Miscellaneous State Appropriation
EXPENDITURE:S Personal Services Operating Rxpense Start Up Costs

PROJECrED
$ 538,500 138,644 158,000 -020,400 11,800 978,969
$1,846,313
$1,065,792 830,521 763,000
$2,659,313

ACI'UAL
$ 511,751 -0-
169,701 8,590 1,927
61,860 1,681,451 (1) $ 2,435,280
. $ 1,064,097 874,694 495,732 (2)
$ 2,434,523

NOI'E:

(.1) Includes June 30, 1976 Balance on Harrl, 1977 Appropriation and Governor's Emergency Fund.

(2) Initial Start Up Costs for major equifITlent items, tools,

machinery and improvements not provided in base line design.

For clarification

purposes, these items are differentiated

fran "normal" operating costs.

-3-

INCOME:
Incane was realized primarily as projected prior to beginning actual operations. An analysis of each rrajor source of income follows:
A. RENTALS:
As indicatffi, overall rental incornefor all activities were substantially as anticipated ($538,500 projected versus $511,751 actual). Major events generated incomeas projected with the notable exception of "Georgia on Parade", our grand opening show. Thougha tremendoussuccess in terms of production and public exposure, the event was slightly less than selfsupporting financially. A "rental income" of $52,000 had been projected. On the positive side, minor event acti vi ties exceeded original projections and the additional rental revenue offset to a large extent the unrealized revenue anticipated fran "Georgia on Parade." It is significant to note that IIDchof this minor event rental incomewas due to an excellent response by corporate business, (IBM,Xerox, Clark Equipnent, etc). Exhibit "B" surrrnarizesmajor event rentals and minor event totals.
-4-

EXHIBIT"B"

RENTAL INCOME
MAJOR EVENTS
Bobbin Show Atlanta International Sport &' Travel Show Southeast Poultry & Egg Association Arrerican National Cattlerren' s Association Atlanta Boat Show National Rural Electric Cooperative Association Waterbffi Manufacturer's White Motor Corporation Data Camumications Interface 77 Southeastern Hospital Conference Council for Exceptional Children Southern Autarotive Show International Trucking Show Arrerican Association of Orthodontists National Association of Music Merchants American Society for Medical Technology Production Services, Inc. (Buick Motor Division)
'ICfI'AL MAJOR EVENTS

$ 55,609.00 50,000.00 32,534.00 12,808.00 36,500.00 10,792.00 10,400.00 15,500.00 15,340.00 16,984.00 '22,100.00 30,000.00 39,240.00 14,756.00 60,946.00 18,950.00 8,585.00
$ 451,044.00

MINOR EVENTS

'IDI'AL EVENTS

60,707.00 $ 511,751. 00

-5-

B. FOOD SERVICE:
Rich's food service represents the largest single shortcoming in realizing income projections. Original projections anticipated approximately $138,000 income to be paid to the Congress Center. Actual operations produced a deficit of approximately $10,000.00. Nevertheless, Center managemenbt elieves the total food service operation was a success. Wehave established an excellent reputation in the convention industry and locally for providing high quality food and excellent service. Rich's gross sales were approximately $800,000, however, operating expenses were higher than projected. Perhaps most significant to net income deficit were unanticipated "start up" costs experienced by Rich's in muchthe same manner as those experienced by the Center. Weare confident such will not be the case during Fiscal Year 1977-78and Rich's will be able to produce anticipated net revenues for the Congress Center. Exhibit "c" surrrnarizesRich's incane and expenditures.
-6-

EXHIBIT "c"

GEORGIA VDRID C01."JGRESSCENTER FOOD SERVICE DIVISION FINANCIAL St.JM1ARY

-INC-OME:
Sales: Food Beverage
Cost of Sales

'ICfI'AL SALES GRClSS PROFIT

EXPENSES:

Wages, Salaries,

Taxes and Fringes

Other Operating Expenses

Additional Start-Up Expenses

'IaI'AL EXPENSES

$ 606,000
--1:93,000
799,000 218,000 $ 581,000
$ 373,000 167,000
- 41,000 $ 581,000

PERCENT
75.8 24.2 100.0 27.3 72.7
46.7 20.9
5.1 72.7

Net incare for first fiscal (10 months)of operation

period

$ -0-

-0-

-7-

c. EXHIBIT UTILITY SERVICES:

Exhibit utility services, the providing of electrical connections and gas, air, water, drains, etc., was a rrost successful operation and maywell prove to be the single rrost effective methodof acquiring incane beyond space rentals. Webelieve we will continue to generate sane twenty five (25) to thirty (30) percent of all incane through this service. In addition, we have established a reputation nationally as a "trouble free" facility in this all .imrx>rtanat rea of exhibition services.

Exhibit "D" surrmarizesgross incane and "cost of sales" expenditures for this operation. It should be noted that amortization of equipmentis not reflected, nor is electrical consumptionattributed to exhibitor usage calcula ted.

It is a tribute to the Center's Engineering

De~t

that the provision of exhibitor

utility services operated at an eighty (80)

percent profit level after cost of sales.

-8-

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D. GEORGIA HALL:
Original projections anticipated no income from Georgia Hall during fiscal year 1976-77. It was felt firm ccmnitrnentsVX)uldbe slON in caning until Congress Center construction was'completed and the operational organization developed. Only then could interested paiticiPants makerealistic final determinations as to the extent and nature of their involvanent. This, of course, to be follONed by design and fabrication time spans.
Early response to Georgia Hall continues to indicate the original concept will unquestionably be a viable and exciting neN dimension to the facility. Four very significant Georgia industries have executed agreements to participate in Georgia Hall, thus the unanticipated revenue for 1976-77. A substantial numberof rraj or f inns and organizations have indicated a desire to participate and we anticipate rapidly increasing develonent in this area.
E. MISCELIANEOUS:
Miscellaneous incane represents primarily equinent rental and labor charges. It should be recognized that labor is a reimbursable expense reflectro on operating expenditure acCOW1ts,thus is rrore accurately a recovery of out of pocket expense as opposed to true incare
F. PARKING:
Park..i.rlgrepresents a secord substantial difference in projected incane and actual incane. Initial projections "hoped" for $80,000 in parking revenues on the assumption we VX)uldbe successful in obtaining funds through the General Assembly for developing parking. He were not successful, thus no parking facility exists and consequently no revenue.
It is pertinant to note the lack of parking continues to be the one area for which we receive "bad marks" fran rrajor users. It is the one rrajor complaint \..;ehave received fran every custaner virtually without exception.
-10-

EXPENDITURES :
A. PERSONAL SERVICES:
Expenditures for personal services developed almost precisely as projected. In short, two significant programswere involved; (1) full time staff were recruited at projected salary levels and within anticipatro timetables based upon organizational requirenents; (2) part time manhours and overtime requirenents were utilized as projected.
B. OPERATING EXPENSES:
Normaloperating expenses other than personal services were experiencro reasonably as projectro.
Noteworthysavings were realizro in the all important area of utility expenditures. Webelieve this can be primarily attributed to strong emphasis on energy conservation measures, particularly by our rraintenance and engineering department, with assistance and cooperation fran the security, housekeeping and set up departIrents.
Significant savings were also realized in the areas of contractual services and repairs and maintenance. Again, we believe diligent attention to the physical aspects of the facility by key staff resulted in these cost savings.
Expenditures substantially exceeding projections were experienced in the areas of advertising and prarotion, camnmications and rrost critically, supplies and materials. Of course, a basic stock of essential supplies and materials is maintained on hand and will carry over into fiscal year 1977-78.
Exhibit "E" surrrnarizesoperating expense categories.
-11-

EXHIBIT "E"
1976-77 OPERATING EXPENDITURES PROJECTEDVS ACI'UAL

-IT-EM
Utilities . Equirent
Contractual Advertising and Prarotion Insurance Ccrmlunications Supplies and Materials Repairs and Maintenance Rent Travel Publications and Printing Per Diem and Fees Other

PROJECTED $295,000 94,446 80,000 50,000 42,048 18,000 112,500 74,000 19,027 7,500 15,000 15,500 7,500
$830,521

ACI'UAL $277,633
87,397 67,492 68,925 35,122 30,721 187,283 20,023 25,984 12,759 20,612 29,138 11,605
$874,694

-12-

c. S'mRI' UP EXPENDI'IURES:
Initial start up expenditures involved essentially one time purchases of major operating equipnent and materials necessary to operate the facility. The bulk of these items were anitted from fL~ base line design provisions. In addition, substantial expenditure was requirro to equip the exhibit utility services operation. Exhibit "F" itemizes start up expenditures.
-13-

EXHIBITlip"

SUMMARY OF STARr UP EXPENDITURES
Expenditures-Start-Up
1. Additional Portable Walls Exhibit Hall 2. Utility Servo Equip. ,Maint., and Supplies 3. Provide Exhibit Steam Service (Boiler) 4. Provide Exhibit Gas Servo (Distrib.-Line) 5. Provide Exhibit Air Serv. (Ccmpressor & Lines) 6. Security System & Controls:
a. Key RoundSystem b. Closed Circuit T.V. c. Loading Dock Service Street IXx:>r 7. Improvarent, Access, and Interior Partitions 8. Leasehold Improvements - Park..i.rlg 10. Chairs for Exhibit Hall Gerl. Sessions (8,000 @ 7.75) a. Trucks for 8,000 chairs
ll. Sound System-Exhibit Hall "c"
a. Portable Sound Equipnent 12. Lighting Control Panel 13. Building Maintenance & Shop Equipnent 14. Event Related Equi:pnent (Portable Sound, AVEquipnent,
Cont. Ropes, Ticket Booths, etc.) 15. Install Fourth Concession Stand 16. Pager System 17. Forklift (8,000 lb.) 18. Electric Utility Carts 19. Shelving and Cage Mat. 20. First Aid Equipnent 2l. Cocktail LoungeBanquetts 22. Meeting Rocms 201-204, Canp. Construction - Ceiling,
carpet, Paint
23. Additional Table Trucks
'IDTAL EXPENDI'IURES START-UP

Actual Year-To-Date $ 151,000.00
81,293.00 6,298.00 3,042.00 2,811. 00 3,020.00
5,508.00 72,454.00 68,050.00
26,178.00 15,343.00 22,232.00 10,434.00
9,972.00 746.00
17,351. 00
$ 495,732.00

-14-

EVENAT TI'ENDANACNEALYSIS
The total number of major events and subsequent attendance figures far exceeded initial projections offered in the early stages of the Center's develonent. In fact, events and subsequent attendance exceeded substantially projections offered during July, 1976.
Exhibit "G" depicts a canplete list of activities and attendance figures experienced during fiscal year 1976-77. Exhibit "H" translates those figures into dollars and cents. Of greatest significance are the total econanic impact figures of $154,303,876 and subsequent State tax revenues of $6,172,156 generated fran 249,380 "out-of-ta-m" visitors.
-15-

EXHIBIT"G"

EVENT ATrENDANCE SUMMARY

EVENT

'IDI'AL ATTENDANCE

Bobbin Show Georgia on Parade Atlanta International Sport & Travel Shaw Southeast Poultry & Egg Association Arrerican National Cattlemen's Association Atlanta Boat Show National Rural Electric Cooperative Assn. Waterbed ManufactUrer's Whi te Motor Corporation Data Corrrnunications Interface 77 Southeastern Hospital Conference Council for Exceptional Children Southern Auto Show International Trucking Shaw Arrerican Association of Orthodontists National Association of Music Merchants American Society for Medical Technology Production Services, Inc. (Buick M::>torDiv. )

16,827 80,000 60,000 10,000
2,206 90,000 11,000
2,500 894
8,000 8,000 12,300' 8,436 7,000 5,571 13,028 4,000
900

340,662

Minor Events

205,409 546,071

OUT OF 'Ia'JN ATTENDEE'S
15,500 32,000 28,000
8,100 2,000 37,000 9,500 2,100
830 7,100 6,400 10,100 6,800 5,500 4,500 11,000 3,100
850
190,380
59,000
249,380

-16-

EXHIBIT "H"

ECONOMIC IMPACT - 1976/77 A'ITENDANCE

Event

Out of To.vn Attendees

"New (1) Econanic(2) DJllars" Impact of Generated NeN DJllars

Georgia Tax
Revenue

Atlanta (3)
H/M Tax Revenue

Bobbin Sha.v

15,500

Georgia on Parade

32,000

Atlanta International

Sport & Travel Show 28,000

Southeast Poultry &

Egg Association

8,100

American National

Cattlemens Assn.

2,000

Atlanta Boat ShCM

37 ,000

National Rural Electric

Cooperative Assn.

9,500

Waterbed Manufacturers 2,100

White r-btor Corp.

830

Data Ccmnunications'

Interface 77

7,100

Southeastern Hospital

Conference

6,400

Council for Exceptional

Children

10,100

Southern Auto Sha.v

6,800

International Trucking 5,500

American Assn. of

Orthodontists

4,500

Nat'l. Assn. of Music

Merchants

11,000

American Society for

Medical Technology

3,100

Production Services,

Ind. (Buick r-btor Div.) 850

$ 4,262,500 $ 9,590,625 $ 8,800,000 19,800,000

7,700,000 17,325,000

2,227,500 5,011,875

550,000 1,237,500 10,175,000 22,893,750

2,612,500 577,500 228,250

5,878,125 1,299,375
513,563

1,952,500 4,393,125

1,760,000 3,960,000

2,777,500 +,870,000 1,512,500

6,249,375 4,207,500 3,403,125

1,237,500 2,784,375

3,025,000 6,806,250

852,500 1,918,125

233,750

525,938

383,625 $ 792,000
693,000
200,475
49,500 915,750
235,125 51,975 20,543
175,725
158,400
249,975 168,300 136,125
111,375
272,250
76,725
21,038

71,610 147,840
129,360
37,422
9,240 170,940
43,890 9,702 3,835
32,802
29,568
46,662 31,416 25,410
20,790
50,820
14,322
3,927

SUB-IDmL 190,380 $52,354,500 $117,797,626 $ 4,711,906 $ 879,556

Minor Events

59,000 16,225,000 36,506,250 1,460,250

272,580

GRAND-TOTAL 249,380 $68,579,500 $154,303,876 $ 6,172,156 $ 1,152,136

(1) New dollars are calculated on the basis of a four (4) day stay per attendee at an average expenditure of $68.75 per day.
(2) Econamc:irrpact indicates the total effect of new dollars by applying a 2.25 multiplier as recognized by the State Department of Revenue.
(3) Atlanta Hotel/MJtel Tax dollars are calculated on an average room rate of $38.50 per day.

-17-

GENERAL:

STAFFING

The recruitment and developnent of staff for the Georgia World Congress Center has been of top priority throughout 1976-77. In addition to locating and training high caliber personnel, much time and effort has been devoted to detennining functional areas of responsibility and appropriate numbersand composition of personnel to most effectively perform the necessary functions within the organization.
As of June 30, 1977, we employeighty eight (88) full time personnel and carry budgeted positions anticipating an eventual increase to one hurrlrro six (106) full time personnel. In addition, the Center employedapproximately 25,000 manhours of part time labor during 1976-77. This is equivalent in hours to approximately twelve (12) full time personnel at forty (40) hours per week.
Exhibit "1" is an organizational chart indicating the functional flow of the organization.

-18-

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AFFIRMATIVE ACTION:
In developing what we believe has proven to be an effective, efficient and professional staff, affirmative action and equal employmentOpportunity obj ecti ves have been of high priority throughout the process.
Exhibit "J" is a surrmary of staff cort1p)sition as of June 30, 1977. Webelieve there continues to be a need for a realistic affirmative action program, however, we also believe major progress has been made. Of the nine (9) major functional areas within the organization, two (2) are directro by minority employees, two (2) are directed by female employees, and one (1), (parking), has not beccine operational.
Exhibit "K" offers S.M.S.A. statistics which are pertinant to the evaluation of Exhibit "J".
-20-

.. ...
FUNcrIONAL DEPARIMENT Administration Operations Sales Maintenance Housekeeping Set-Up Security Accounting Park..i.rlg

EXHIBIT "J"

GEORGIA WORLD CONGRESSCENTER ANALYSIS OF WORKFORCE

AUTHORIZATION FILLED

10

8

10

9

8

7

32

24

18

18

6

6

14

13

4

4

4

0

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a
4

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2

0

6

1

3

0

17

5

0

15

0

6

6

7

1

0

0

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2

4

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2

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4

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3

0

0

0

0

0

0

3

0

0

106

89

17

35

34

5

15

PER:ENTAGES :

100%

39.3 38.2 5.6 16.9

NaI'E: See Exhibit "K" for current S.M.S.A. figures. -21-

EXHIBIT "K"

GEORGIA OORLD CONGRESS CENTER S.M.S.A. REFERENCE

Defini tion: Explanation:

S.M.S.A. - Standard Metropolitan Statistical Area

The S.M.S.A. for Metropolitan Atlanta consists of a fifteen county area as follONS:

Butts Cobb Fayette CMinnett Paulding

Cherokee Dekalb ForSYth Henry Rockdale

Clayton Douglas Fulton Newton Walton

Atlanta S.M.S.A. Ratios:
Total Population All Races Minority !4ale and Female White Male and Female Female Population Minority Female White Female Male Population Minority Male White Male

Number 1,597,816
364,085 1,248,010
827,441 194,088 640,453 770,375 169,979 607,557

Percentage 100.0 22.8 78.1 100.0 23.5 77.4 100.0 22.1 78.9

NOI'E: Statistics canpilro fran "Georgia Data for Affirmative Action Plan."

State and Standard Metropolitan For Use in Calendar Year 1977. Georgia Department of Lalx:>r

Statistical

Areas

-22-

SUMMARY
GENERAL:
From an overall viewpoint, tremendous strides have been made during 1976-77, the initial operational year for the Georgia World Congress Center. A canpetent, highly professional staff has been built, internal organization and operating procedures have been developed and the Center is rapidly grONingin national recognition as one of the prEmier facilities in the country i yes, even the world, today.
International markets have been researched and the thrust into this "new"market for domestic facilities such as ours will continue. Webelieve we are already the front runner in developing international meeting business, but recognize it to be a long term profQsition requiring a certain amountof cultivation prior to bearing significant fruit.
FU'IURE:
The fublre of the Georgia World Congress Center appears to be virtually unlimited. Future events currently holding dates . as of June 30 mrrnbernearly 400 major conventions and trade shows and span the next fifteen years. These bookings represent over 250 calendar days of major events ANNUAILonYthe book 'IDDAY.
Perhaps of even greater satisfaction to the staff is an all important factor we consider essential to long range success, that of repeat business. Of the eighteen (18) major conventions and tradeshONshosted during 1976-77, sixteen' (16) have recamritted for future dates in the Congress Center. (Excludes Georgia on Parade). Ten (10) of these have cornnitted to return on a regular rotation basis indefinitely.
Webelieve this repeat factor is certainly due in part to the naturaJ. need for a major facility in the Southeast and the attraction of Atlanta as a City. However,we also believe it is in part due to the "full service" nethod of operation we employand, perhaps most of all, due to the caliber of p='--rsonnewl e have been able to obtain.
Weareextranely proud of the personnel whomakeup the organization. Their value is evidenced by the reaction they received from the largest convention/trade showconducted to date in the Congress Center, the National Association of Music Merchants. Music r':erchants donated a piano to the Congress Center which bears a gold plaque with. the following inscription:
"Given in deep appreciation for the cooperation, spirit cmd hard work put forth by the cmp loy~s of the Georgia World Congress Center during the 1977 International t>usic Expo on behalf of the music industry. "
National Association of r-1usicMerchants June 14, 1977 -23-