1980-81 annual report [1981]

GEORGE L. SMITH, II GEORGIA WORLD CONGRESS CENTER
ANNUAL REPORT
FISCAL YEAR 1980-81

GEORGE L. SMITH, II GEORGIA WORLD CONGRESS CENTER
ANNUAL REPORT
FISCAL YEAR 1980-81

GEORGE L. SMITH, II GEORGIA WORLD CONGRESS CENTER
ANNUAL REPORT FISCAL YEAR 1980-1981

TABLE OF CONTENTS

Director's Report. . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Financial Analysis

Overview

2-3

Income

4

Rentals

5

Food Service.

6-7

Exhibit Utility Services

8-9

Expenditures. Personal Services Operating Expenses

10 10 10-11

Financial Synopsis - Five Years of Operation

12-15

State of Georgia - Economic Benefits

16-17

Event Attendance Analysis.

18-19

Staffi ng. . Affirmative Action

20-21 22-24

LIST OF EXHIBITS:

A. Income and Expenditures: Projected versus Actual ......

3

B.

Rental Income . . . . .

5

C. Rich's Food Service Division: Financial Summary. 7

D. Exhibit Utility Services: Income and Expenditures Report 9

E. Operating Expenditures: Projected versus Actual. 11

F. Financial Synopsis: Five Years of Operation. 13

G. Five Year Comparison - Economic Impact Results. 14

H. Estimated FY81 Economic Impact of the Georgia World Congress Center 15

I.

State of Georgia - Economic Benefits 17

J. Event Attendance Summary 19

K. Georgia World Congress Center Table of Organization. 21

L. Summary of Work Force. 23

M. Analysis of Work Force by Occupational Category. _ _ _ _ 24

DIRECTOR'S REPORT
Fiscal year 1980-81 marked completion of the fourth full year of operation of the Georgia World Congress Center. The year was most rewarding in terms of continued success in establishing a tradition of excellence with the national and international convention and tradeshow industry. We are delighted to also report the fiscal year proved to be a pivotal year of recovery from the general economic slump experienced in 1979-80. All major income categories were up significantly over the previous year, as was event activity and total attendance.
Unquestionably the most significant development of the year was approval by the Georgia General Assembly for an $83 million general obligation bond issue to proceed with expansion of the World Congress Center. Even though the Center is less than five years old, commitments from major tradeshows and conventions have literally filled the existing facility to capacity for the foreseeable future. Obviously we are extremely pleased to be given the opportunity to immediately proceed with expansion plans.
Expansion will include an additional 300,000 square feet of exhibit space for a total of 650,000 square feet in the combined facility; plus 36 new meeting rooms, including a very special "corporate conference center"; a magnificent ballroom with banquet seating capacity for 3,500 people; and a full complement of food service, registration and related service facilities. The entire facility will encompass almost two million square feet of floor space.
Of primary importance, the economic impact of the World Congress Center for the fiscal year was dramatic. From a total attendance of over 750,000, legitimate out-of-town visitors numbered 369,479 for the year. These visitors spent an estimated $232 MILLION NEW DOLLARS in direct expenditures, resulting in an economic impact of an estimated $352 MILLION DOLLARS. Based upon calculations by the Georgia Economic Forecasting Project, University of Georgia, the State of Georgia realized $15,694,583 IN NEW TAX REVENUES while the City of Atlanta realized $2,710,900 IN NEW HOTEL-MOTEL TAX REVENUES as a direct result of Congress Center activities.
Fiscal year 1980-81 was indeed a most successful year for the Congress Center and projections indicate the coming year will continue to produce increased benefits. Complete facts and figures regarding the operations and activities of the World Congress Center are offered in this annual report. We are extremely proud of the facility and look forward to continued success i'n the decade of the 80's.
-1-

FINANCIAL ANALYSIS
OVERVIEW:
Following a somewhat recessionary year in FY80, FY81 resulted in substantial increases in all major income categories. An increase in rental rates implemented in January, 1980 was a significant factor as FY81 represents the first full operating year new rates were in effect. It is pertinent to note this was the first rental rate increase inacted since the facility initially opened in 1976.
Rental income increased by $280,028 in FY81 over the previous year, an increase of 20.4%. Food Servi ce revenue was up by $273,255 over the previous year, an increase of 127%, which was by far the most dramatic revenue increase. Exhibit Utility Services income was up $59,025 or 7.7%. All other categories combined, including Georgia Hall, increased by a total of $32,584 or 12.1 %. The grand total for all categories represents a total increase in income of $588,999 or 22% over the previous year.
Operating costs for FY81 also increased significantly over the previous year. However, cost increases were significantly less than projected and represent a total operating cost increase of II % over the previous year compared to the 22% increase in income. Personal services increased by $248,021 or 12%. Regular operating costs increased by $138,188 or 17%. The vast majority of the regular operating increase is a result of increased utility costs, particularly electricity.
An appropriation of $300,000 was approved for Congress Center operations in the FY 1981 supplemental budget. In addition, a "special project" appropriation of $50,000 was authorized as matching funds for a federal grant of like amount for promotional activities for the expansion project. Combined with the dramatic revenue increases, the Center ended the fiscal year with a balance of $167,748 carried forward to FY81.
Exhibit "A" summarizes projected income and expenditures compared with actual income and expenditures.
-2-

EXHIBIT A

FY 1980-81 INCOME AND EXPENDITURES PROJECTED VS ACTUAL

INCOME: Beginning Balance Rent Food Service (Rich's) Exhibit Utility Services Georgi a Hall Mi sce 11aneous SUB-TOTAL State Appropriation TOTAL

PROJECTED
$1,674,687 381,070 798,844 105,970 134,102
$3,094,673 350,000
$3,444,673

EXPENDITURES: Personal Services Regular Operating Equipment Contracts Other SUB-TOTAL
Special Project-Advertising &
Promotion/Expansion TOTAL

$2,426,453 926,113 3,740 87,131 121,026
$3,564,463
50,000 $3,614,463

BALANCE:

ACTUAL $ 64,558
1,652,525 487,693 825,215 98,008 190,902
$3,254,343 350,000
$3,668,901
$2,285,506 941,396 22,025 70,522
- 131,704 $3,451,153
50,000 $3,501,153
$ 167,748

--3-

INCOME: Total income realized from Congress Center operations increased by
$588,999 or 22% over the previous year and exceeded our budget projections by $159,670. A brief analysis of each major source of income follows:
A. RENTALS: Rental income increased by $280,028 or 20.4% over the previous year. As mentioned earlier, this increase was predominantly due to an increase in exhibit hall rates from 40 per net square foot to 50 per net square foot for space utilized. Meeting facility rates were also increased by approximately 15%. With exhibit hall space booked virtually to capacity, there is very little opportunity to increase the level of rental income through new business as open dates simply are not available other than in our weak seasonal periods during December and July. Consequently, an increase in rates accounts for virtually the entire rental income increase. Exhibit "B" summarizes major event rental income as well as the combined total for minor events.
-4-

B. FOOD SERVICE: Rich's food service continued to maintain an excellent reputation for quality and service in the convention industry. In addition, gross revenue increased dramatically by $707,606 or almost 42%. More important, NET REVENUE to the Congress Center increased by 127% over the previous year. Several factors enhanced the food service division's income. FY80 was an extremely slow year for large banquets as a result of hard economic times. This area improved tremendously in FY81. In addition, the nature of our major shows in FY81 offered improved opportunities for generating increased concession and cafeteria sales. The demographics of major events have a significant bearing from year to year on food service volume. Professional, medical and educational groups produce more revenue generally speaking than do the same number of industrial groups. Exhibit "C" summarizes food service income and expenditures.
-6-

EXHIBIT C

RICH'S FOOD SERVICE DIVISION FINANCIAL SUMMARY FISCAL YEAR 1980-81

INCOME: Food Sales Beverage Sales Miscellaneous Sales TOTAL INCOME

AMOUNT
$1,987,098 375,570 35,067
$2,397,735

EXPENSES: Cost of Sales (Product) Wages, Salaries, Taxes & Fringe Other Operating Expenses Administration & Management Fee TOTAL EXPENSES

$ 681,854 771,226 334,989 53,870
$1,841,939

NET INCOME:

$ 555,796

PERCENT
83.0% 15.7% 1. 3% 100.0%
28.4% 32.2% 14.0% 2.2% 76.8%
23.2%

DIVISION OF NET INCOME:

Rich's (20% of Net)

$ 111,159

Georgia World Congress Center (80% of Net) 444,637

$ 555,796

4.6% 18.6% 23.2%

-7-

c. EXHIBIT UTILITY SERVICES:
The providing of electrical service, gas connections, compressed air, water and drains, etc., to exhibitors continues to be one of our most successful operations. Exhibit Utility Services represents by far our most effective method of acquiring income beyond space rental. Approximately 25% of total income was generated through the provision of utility service to exhibitors. It is significant to note NET INCOME of 81 % of gross revenue was realized through this operation. In addition to income production, the utility services operation continues to be extremely beneficial in maintaining a reputation nationally as a facility free from labor problems and exorbitant costs to exhibitors. Exhibit "D" summarizes gross income and labor expenditures for the utility services operation. It should be noted that amortization of equipment is not reflected, nor is electrical consumption attributed to exhibitor usage calculated.
-8-

EXHIBIT UTILITY SERVICES INCOME AND EXPENDITURES REPORT
FISCAL YEAR 1980-81

MAJOR EVENTS

GROSS INCOME

Alpha Kappa Alpha
S.E. Craft & Hobby
Professional Photographers World Woodworking National Tire Dealers
S.E. Hospitality & Food
Bobbin Show Sawmill Clinic American Dietetic Minority Trade Fair Energy Engineers Am. College of Surgeons Atlanta Intl. Marine Trade
Automotive Parts & Accessories
Geological Society of America Durable Medical Equipment National League of Cities Moss Bow Dog Show Atlanta Chamber of Commerce Energy Expo
Wholesale Florist & Florist Supp.
World of Wheels Southcon
S.E. Poultry & Egg
Hobby Industry of America Atlanta Boat Show Am. Assn. of School Admn. NASSP
Plant Engineering & Maintenance
Tech Ex C1 ean '81 American Chemical Society F.A.S.E.B. Home Show Southern Automotive SEPAC
American Booksellers Assn.
Western Auto Institute of Food Technologists
VICA Southern Forest Products

$ 4,089.20 4,362.50 13,186.40 82,984.28 26,720.00 12,869.10
123,047.85 3,283.50 22,293.30 590.00 3,727.62
30,580.39 5,620.00
44,829.99 2,966.50 2,349.25 8,454.06 954.70 1,077 .50 959.50 11 ,344.38 1,933.00 17,127.80
40,045.82 28,270.30 2,368.70 18,100.19
5,575.83 11 ,964. 50 3,377.50 64,536.67 8,167.56 23,151.96 9,426.66 10 ,953. 90 4,755.30 42,530.40 13,403.50 21,013.50 40,408.03 26,846.04

Miscellaneous Events

19,660.91

TOTAL

$ 825,214.83

EXPEND ITURES LABOR

$

219.60

691. 47

1,335.91

25,187.39

5,552.63

2,128.87

26,218.78

580.31

3,866.98

56.96

543.47

3,996.06

901.84

8,654.74

662.51

272.74

1,350.14

114.03

159.88

235.80

2,224.82

286.06

3,076.45

7,934.35

5,982.32

218.09

2,770.01

876.11

1,825.49

345.16

14,468.57

683.13

3,049.91

1,098.62

1,183.34

489.32

8,326.97

1,887.81

4,857.70

5,940.29

5,520.71

-0-

$ 156,527.95

EXHIBIT D
NET INCOME
$ 3,869.60 3,671. 03 11,850.49 57,796.89 21,167.37 10,740.23
96,829.07 2,073.19 18,426.32
533.04 3,184.15 26,584.33 4,718.16 36,175.25 2,303.99 2,076.51 7,103.92
840.67 917 .62 723.70 9,119.56 1,646.94 14,051. 35 32,111.47 22,287.98 2,150.61 15,330.18 4,699.72 10,139.01 3,032.34 50,068.10 7,484.43 20,102.05 8,328.04 9,770.56 4,265.98 34,203.43 11,515.69 16,155.80 34,467.74 21,325.33
19,660.91
$ 668,686.88

* NET INCOME REPRESENTS 81% OF GROSS INCOME.

-9-

EXPENDITURES
Total operating expenditures were $113,310 LESS THAN PROJECTED and represent an II % increase over the prior year. The most significant increases were in personal services and utility costs. A brief analysis of major expenditure categories follows: A. PERSONAL SERVICES:
Expenditures for personal services increased by 12% or $248,021 over the previous year. However, expenditures were $140,947 LESS THAN BUDGETED for fiscal year 1981. The increase is attributed entirely to the cost of living increase awarded state employees by the Georgia General Assembly, plus earned merit raises by individual employees. B. OPERATING EXPENSES: Operating expenses beyond personal services exceeded budget projections by $27,637. Most significant of increased costs were utility expenditures which in themselves exceeded budget by $30,454. All other expenses combined were actually under budget. Exhibit "E" summarizes projected versus actual expenditures in all major operating categories.
-10-

EXHIBIT E

FY 1980-81 OPERATING EXPENDITURES PROJECTED VS ACTUAL

ITEM Uti 1iti es Equipment Contractual Advertising and Promotion Insurance Communications Supplies and Materials Repair and Maintenance Rent Travel Publications and Printing Per Diem and Fees Other TOTAL

PROJECTED $ 532,552
3,740 87,131 50,582 64,236 43,304 186,081 19,597 54,039 17,257 16,487 43,684 19,320 $1,138,010

ACTUAL $ 563,006
22,025 70,522 47,650 56,303 40,063 178,994 16,491 51,054 18,376 16,547 56,596 - 28,020 $1,165,647

-11-

FINANCIAL SYNOPSIS - FIVE YEARS OF OPERATION

By way of presenting a brief overview of the five years the World Congress Center has been in operation, Exhibit "F" summarizes grand totals for self-generated income, state appropriations and expenditures; plus Exhibit "G" summarizes economic impact results for this same period. We believe the
figures to be dramatic in terms of progress and results.

In previous years, economic impact and resulting tax benefits were calculated in house utilizing economic multiplier figures developed by the Department of Revenue. We believe these calculations were reasonably sound in principal and fairly stated total results. However, during FY80, the Georgia Economic Forecasting Project, College of Business Administration, University of Georgia was utilized by the Office of Planning and Budget to verify economic projections developed in the World Congress Center expansion feasibility study.

The Georgia Economic Forecasting Project has developed over the years a

highly sophisticated method of evaluating economic benefits from a wide

variety of industries.

Utilizing econometric models developed through

extensive research and programmed into computers, the Forecasting Project

offers a much greater in-depth analysis of economic benefits derived from

World Congress Center activities.

As a consequence, we requested the Georgia Economic Forecasting Project estimate the economic impact and resulting benefits for fiscal year 1980 and beyond. Exhibit "H" is a summary of their analysis for FY 1981. It is our belief these calculations are far more accurate than methods utilized in past years and it is our intent to request the Forecasting Project analyze our
activities on an annual basis.

-12-

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STATE OF GEORGIA - ECONOMIC BENEFITS The primary objective of the World Congress Center is to maxImIze utilization of the facility by major national and international conventions and tradeshows, thus attracting hundreds of thousands of out-of-state visitors who will spend their money in Georgia. In essence, we are in the business of "importing" dollars. The resulting private businesses and industries supported by this activity and the overall economic stimulus to the economy of Georgia in general are of top priority, as is accurate reporting of these activities and resul ts. However, we also believe it important and relevant to present a State of Georgia Economic Benefit Report as might be prepared for the state to review the very real net profit or loss from an "ownership viewpoint" of analyzing its investment without considering the indirect value and stimulus to the economy. Exhibit "I" graphically depicts State of Georgia economic benefits for the five years the Congress Center has been in operation.
-16-

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EXHIBIT I

EVENT ATTENDANCE ANALYSIS Total attendance figures for fiscal year 1980-81 equaled 750,258 persons, an increase of 49,604 over the previous year. Of the total, 369,479 were "outof-town" visitors, an increase of 56,629 over the previous year. It is significant to note the increases in both total and out-of-town attendance. The previous year was indicative of generally weak economic conditions. However, the pendulum appears to be swinging the other way with the close of FY81. Exhibit "J" offers a complete list of major events and attendance figures for the year.
-18-

EVENT ATTENDANCE SUMMARY FISCAL YEAR 1980-81

EVENT
Alpha Kappa Alpha National Broiler Council
S.E. Craft & Hobby
Professional Photographers of America National Assn. of Letter Carriers World Woodworking Expo '80
Nat1. Tire Dealers & Retreaders
Chrysler S. E. Natl. HospHa1 ity & Foodservi ce Bobbin Show
Sawmill Clinic & Machinery Expo
American Dietetic Association Assn. of Energy Engineers Fourth Minority Trade Fair American College of Surgeons Atlanta Intl. Marine Trades Expo
Automotive Parts & Accessories
Geological Society of North America Durable Medical Equipment Boy Scouts-Atlanta Area Council National League of Cities Moss-Bow Dog Show Energy Expo World Music Conference
Wholesale Florist & Florist Suppliers
World of Wheels Southcon
S.E. Poultry & Egg Show
Atlanta Boat Show Hobby Industry of America Am. Assn. of School Administrators Natl. Assn. of Secondary School Principals
Plant Engineering & Maintenance Show
Tech Ex Clean '81 American Chemical Society Delta American Animal Hospital FASEB Home Show Six Flags Festival Southern Automotive Show
Society of Packaging & Handling Engineers
American Booksellers Association Western Auto Georgia Poultry Institute of Food Technologists VICA Southern Forest Products
Minor and Miscellaneous

TOTAL

-19-

TOTAL ATTENDANCE
7,000 800
5,081 5,013 6,000 11,133 9,400 1,200 9,000 19,500 1,500 8,600 2,500 1,500 16,462 6,144 16,952 4,380 3,399 30,000 6,000 14,000 1,000 1,000 5,000 55,273 10,913 14,877 87,000 10,500 16,000 7,158 8,575 2,775 13,400 8,300 2,700 2,834 15,000 65,500 13 ,500 7,989 1,000 16,000 3,500 3,000 8,310 13,400 15,000
155,190
750,258

EXHIBIT J
OUT OF TOWN ATTENDANCE
6,300
720
4,573 4,512 5,400 10,020 8,460 1,080 8,100 17,550 1,350 7,740 2,250
150 14,816 5,530 15,257 3,942 3,060 3,000 5,400 12,600
100 900 4,500 5,527 9,822 13 ,390 8,700 9,450 14,400 6,443 7,718 2,500 12,060 7,470 2,430 2,551 13 ,500 6,550 12,150 7,191 900 14,400 3,150 2,700 7,479 7,150 13 ,500
31,038
369,479

STAFFING

As of June 30, 1981, the Georgia World Congress Center had 120

authorized full-time positions. In addition, the Congress Center employed

approximately 57,000 man hours of part-time labor during the year. This is

equivalent in man hours to approximately 27 full-time personnel at forty (40)

hours per week.

'

'

The Center continues to place emphasis on professional development and we believe our staff has become one of the most effective organizations in the industry. Our continued success in re-booking well over 80% of all major events can be attributed primaril y to the dedication and professionalism of the staff at all levels of the organization.

Exhibit "K" is a current organizational chart depicting the functional flow of the organization.

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EXHIBIT K -21-

AFFIRMA TIVE ACTION Throughout the process of recruiting and professional development of what has proven to be an effective and efficient staff, equal employment and affirmative action objectives have been of high priority. During fiscal year 1981, the Congress Center's affirmative action program and reporting procedures were considerably refined. We have continued to make good progress toward established affirmative action goals and have set additional goals and objectives for fiscal year 1982. Complete copies of our affirmative action program are available through the World Congress Center administrative office. Exhibit "L" offers a summary of the World Congress Center work force compared to the metropolitan Atlanta area work force. Exhibit "M" provides an analysis of the Center's work force by occupational category.
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EXHIBIT L

GEORGIA WORLD CONGRESS CENTER SUMMARY OF WORK FORCE COMPARED TO METROPOLITAN AREA
JUNE 30, 1981

I GEORGIA WORLD CONGRESS WORK FORCE: (June 30, 1981)

NUMBER PERCENTAGE

MALE

CAUCASIAN

MINORITY

43 39.4%

39 35.8%

FEMALE

CAUCASIAN

MINORITY

18

9

16.5%

8.3%

TOTAL
109 100%

I METROPOLITAN ATLANTA AREA WORK FORCE: *

NUMBER PERCENTAGE

MALE

CAUCASIAN

MINORITY

475,927 50.8%

88,575 9.4%

FEMALE

CAUCASIAN

MINORITY

291,188 31.1%

81,798 8.7%

TOTAL
937,488 100%

*SOURCE: LABOR RESOURCE INFORMATION for AFFIRMATIVE ACTION PROGRAMS 1980
Prepared by the State Department of Labor

-23-

EXHIBIT M

GEORGIA WORLD CONGRESS CENTER WORK FORCE ANALYSIS BY OCCUPATIONAL CATEGORY

J UNE 30, 1981

:CUPATIONAL CATEGORY
ufFICIAL AND IlDMINISTRATIVE

MALE

Caucasian

Minority

#

1

0

% 100%

0

FEMALE

Caucasian

Minority

0

0

0

0

-ROFESSIONALS

4

3

7

1

26.7%

20.0%

46.7%

6.6%

..R.OTECTIVE SERVICE

8

6

53%

40%

1

o

7%

o

-rFICE AND I_ERICAL
.lKILLED kRAFTS

o o
26 81.2%

2
1108%
6
18.8%

10 58.8%
o o

5
29.4%
o o

-JILDING ::RVICE
MAINTENANCE

4
13.8%

22 75.9%

o

3

o

10.3%

TOTAL

43

39

18

9

39.4%

35.8%

16.5%

8.3%

TOTAL
1
100%
15 100%
15 100%
17 100%
32 100%
29 100%
109 100%

-24-