2010 annual report [2010]

GEORGIA
WORLD CONGRESS
CENTER
AUTHORITY
ANNUAL
REPORT
2010 1 GWCCA ANNUAL REPORT 2010

georgia world congress center authority
annual report 2010 The Georgia World Congress Center Authority welcomed almost 5.5 million visitors in FY10, which generated $2.3 billion in economic impact for the State of Georgia.
2 GWCCA ANNUAL REPORT 2010

TABLE OF CONTENTS

Mission Statement

2

Director's Report

3

Georgia World Congress Center

Year In Review

5

What Our Customers Have To Say

6

Georgia Dome

Year In Review

9

What Our Customers Have To Say

10

Centennial Olympic Park

Year In Review

13

What Our Customers Have To Say

14

Financials

Georgia World Congress Center

16

Georgia Dome

18

Centennial Olympic Park

20

Direct Profit To Georgia

23

GWCCA Employment Team

24

GWCC Authority Members

24

Top photos from left to right: Certified diabetes educators, nurses, dietitians, pharmacists and physicians enjoy a break between sessions in the Georgia World Congress Center's Building B. The American Association of Diabetes Educators is the largest event focused on diabetes education and provides state-of-the-art education and tools; The Tennessee Volunteers of the Southeastern Conference took on the Virginia Tech Hokies of the Atlantic Coast Conference in the Chick-fil-A Bowl to help close 2009 in yet another sell-out for the bowl game; Beautiful in every season, the Park offers a fun time for everyone.

From left to right: In FY10, the GWCC was host to 45 major tradeshows and conventions; The first World Fitness Day is held at the Dome with the likes of Jane Fonda, Richard Simmons, Denise Austin, Billy Blanks and Debbie Allen providing work-out tips and strategies for participants; The Siemens Smart Grid Tour, featuring integrated energy infrastructure, lands in the Park.

4 GWCCA ANNUAL REPORT 2010

mission
The State of Georgia established the Georgia World Congress Center Authority to develop and operate the Georgia World Congress Center, the Georgia Dome, Centennial Olympic Park, and related facilities. These facilities exist for the primary purpose of promoting and facilitating events and activities that generate economic benefits to the citizens of the State of Georgia and the City of Atlanta as well as enhance the quality of life for every Georgian.
vision
Our vision is to constantly earn our reputation as one of the world's finest convention, sports and entertainment venues. Every day we exemplify our steadfast commitment to excellence in our expertise, efficiency and quality of service. Our vision is to lead our industry through innovation; to operate successfully in an ethical manner; to satisfy our customers' expectations with motivated, service-oriented employees; to provide a safe, clean environment; and to foster both the personal and professional growth of our people.
values
To achieve our vision, we make our customers the focus of all we do. We take pride in providing friendly and courteous service to our guests and customers. We strive constantly to improve productivity and to promote the best interests of the Georgia World Congress Center, the Georgia Dome, and Centennial Olympic Park.

Frank Poe, GWCCA Executive Director

"Visitors generated an estimated $1.4 billion new dollars for the local and state economy and a total economic impact of $2.3 billion. Events held at the GWCCA sustained over 25,400 jobs."

director's report
After 34 years as executive director of the Georgia World Congress Center Authority, Dan Graveline retired in December 2009. As the new executive director, starting in the last quarter of FY10, I would like to thank Dan for the strong foundation he established for the Authority. He was the visionary that guided development of the Georgia World Congress Center from its original building, opening in 1976, through three consequent expansions to the center as well as the construction of the Georgia Dome and Centennial Olympic Park. Dan successfully led the operations of these three world-famous venues. I look forward to building upon the foundation Dan established.
FY10 was a challenging year. Our national and local economic contraction resulted in a projected $5.7 million loss at the GWCC, with many events experiencing lower than normal attendance numbers and reduction in exhibit space utilization. The year did not look promising. While the convention center did end the year with a deficit, the dedication and hard work of our staff closed the gap tremendously resulting in a year end loss of almost $2.2 million.
Despite waning attendance, our campus welcomed over 5 million guests in FY10. Guests' spending created a direct profit to the state of Georgia of almost $69 million. GWCC and Georgia Dome visitors generated an estimated $1.4 billion new dollars for the local and state economy and a total economic impact of $2.3 billion. Events held at the GWCCA sustained over 25,400 jobs.
FY10 consolidated financial reports for the Georgia World Congress Center Authority include total revenue of $102.7 million with expenditures of $94.7 million and a net income before depreciation of $8 million.
In the coming months, our staff will be building our strategic plan, with the overarching objectives to build on the GWCCA's customer centered focus; to ensure the GWCCA continues to be recognized as the premier meetings, conventions, sporting and entertainment venue; and to secure the Authority's financial stability.
The following report highlights the GWCCA's accomplishments and financial performance of FY10.

3 GWCCA ANNUAL REPORT 2010

Through the staff's dedication, focus, determination and hard work, overall expenses were reduced by over $4 million, despite a continued slow economy.

georgia world congress center
year in review
Fiscal Year 2010 was the most financially challenging year in the history of the Georgia World Congress Center. The year began with a projected loss of $5.7 million. Most shows reduced space, and income was down from utility services, parking, hotel/motel tax and interest.
Major adjustments were required for FY10, which included for the first time in 34 years, a reduction in force of 27 full-time positions. Through the staff's dedication, focus, determination and hard work, overall expenses were reduced by $4,034,874, despite a continued slow economy.
At the close of the year, the convention center's in-house catering partner, Levy Restaurants, posted $1.3 million above their projected budget. The center's sales team booked $576,393 in rent and $307,010 in food and beverage revenue throughout the year with most of this revenue deriving from new business. The goal to increase exhibit hall occupancy for the year was accomplished as it grew 5.7% within the fiscal year.
In the end, the convention center was able to reduce the projected loss to an almost $2.2 million deficit.
The GWCC hosted 45 major tradeshows and conventions, 49 public and consumer shows and 237 meetings and other events during FY10. Over the course of the year, there was a total daily attendance of 2,283,003, an increase of over 150,000 from the previous year. A few of the events from FY10 included International Dairy Deli Bakery Association, Waste Expo, FIRST, Microsoft, Hinman Dental, International Poultry Expo, HIMSS Healthcare Information & Management Systems Society, American College of Cardiology, National Rural Electric, Bronner Brothers Hair Show, American Society of Reproductive Medicine and Southern

Council of Optometrists (SECO) as well as fan fares that were held at the GWCC, in conjunction with the Georgia Dome, for Supercross, Chick-fil-A College Kickoff, Chick-fil-A Bowl game, Southeastern Conference (SEC) Football Championship game and the Atlanta Falcons home game events.
Care for and maintenance of the facility remained a priority in FY10. There were many projects this year, including renovation of the International Plaza where the walking surfaces were all upgraded and replaced. Perhaps the most noticeable to the customer is the main entrance area. The patio in front of the Starbucks caf was completely reconfigured and new furniture was added, making this a welcoming space for attendees to relax. Just through the front doors, the International Lounge was added to the main lobby with wireless internet access and lounge seating that includes 33 individual armchairs and two couches. Located off the International Lounge is a private conference room that can comfortably accommodate up to 8 people.
FY10 was a major turning point in the sustainability efforts of the convention center.
Reduced electrical consumption by 5,695,000 kWh Recycled 54 tons of single-stream waste (plastic, paper, glass, aluminum) Recycled 49 tons of baled cardboard Composted 290 tons of food waste Recycled 1,482 pallets Recycled 6 tons of cooking oil
The GWCC staff really stepped up to the challenge this year. Their combined efforts reduced expenses while maintaining the highest standards of service for our customers, who are the focus of everything we do.

6 GWCCA ANNUAL REPORT 2010

From left to right: The operators of Ace Hardware's 4,600 independently owned stores nationwide peruse the products available for sale in their stores; The American Academy of Physician Assistants holds their annual conference at the Georgia World Congress Center; World of Wheels showcases custom cars, trucks, motorcycles, hot rods, race vehicles, antique cars and other special vehicles that attract thousands of attendees to the Georgia World Congress Center's Building C.
5 GWCCA ANNUAL REPORT 2010

georgia world congress center
what our customers have to say
"Our attendees enjoyed your venue and were very pleased with everything. I look forward to returning to Atlanta soon!"
Calstrart
"Thank you very much for your hospitality and support this past week during my visit to Atlanta. I invested much of my time in trying to view and experience Atlanta and its hospitality/events community as a future attendee, exhibitor and MHIA Member. If they experience in 2012 and beyond what I observed and felt this week, we all will hit home runs."
MHIA
"The care, attention and support that you gave us and our entire staff while we were in Atlanta - throughout the whole process in fact - was second to none. It was such a pleasure to work with people who are so capable and professional, yet so personable at the same time."
EMS EXPO
"I want to thank you for all your hard work on WasteExpo pre-show and on-site. Your efforts helped make the event the success that it was. I look forward to working with you in the future."
Penton Media WasteExpo and LDI

"Please pass along our appreciation to everyone on the GWCC staff who contributed to our success. I will tell you it's twice as nice to come home having had such a positive experience and response to our show. You and your staff/colleagues are a big part of that, which is why we will always enjoy coming to Atlanta!"
GlassBuild
"I wanted to take a moment to thank you and your staff for yet another wonderful Championship event at the Georgia World Congress Center. Every year the bar gets set higher and higher and thanks to you and your team, 2010 was another great success!"
FIRST Robotics Competition
"Thanks for all you did to make the 23rd Annual Staff Development Conference a Success in Atlanta. It meant a lot to me and the staff for the ACBV and Georgia World Congress Center to come and meet with us on Friday afternoon."
Southern Regional Education Board

"I say it often that if I could do all my shows at GWCC I would. It's not the layout, the meeting rooms, or the food. It's the staff."
The Nielsen Company

From left to right: North America's largest waste and recycling tradeshow, WasteExpo welcomes attendees from both the public and private sectors; Fans have some pregame fun at the GWCC prior to the Chick-fil-A college kickoff game next door at the Georgia Dome; Students enjoy festivities on the West Plaza during FIRST, a robotics competition for grades k-12.
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From left to right: Members of the residential electronic systems industry attend CEDIA, Custom Electronic Design & Installation Association, to learn about the latest technologies and to receive training on new products in home entertainment, environmental control, energy management, green technology, home health and security; Members of the hair and beauty industry learn about the latest styling products during the Bronner Bros International Hair Show; Students attend Passion, a four day religious gathering of 18-25 year olds held at the Georgia World Congress Center.
9 GWCCA ANNUAL REPORT 2010

The Dome continued its long run of hosting and booking major events of national and international importance, while providing top-notch customer service to each event organizer and attendee.

georgia dome
year in review
The Georgia Dome closed the books on an exciting 2010 Fiscal Year hosting over 1.3 million visitors during 70 events. Highlighting the year were high profile publicly ticketed events such as the Atlanta Falcons 2009 season, the Atlanta Football Classic, the SEC Football Championship, the Chick-fil-A Kickoff and Chick-fil-A Bowl games, the Georgia High School Association State Football Championships, Aaron's International Soccer Challenge, two sold out entertaining thrill shows, Advance Auto Parts Monster Jam and Monster Energy AMA Supercross, plus the highest grossing rock and roll tour of the year, U2 360. Additionally, over 300,000 people attended 44 private events throughout the year.
The Chick-fil-A Kickoff Game, pitting Alabama versus Virginia Tech in a nationally televised contest, gave fans a great way to kick off the 2009 college football season. Alabama returned to the Dome in December to face Florida in the SEC Football Championship. The Crimson Tide avenged last season's defeat on the way to claiming the 2009 NCAA National Championship.
The Dome continued its impressive streak of being awarded high profile events as it was chosen to host Wrestlemania XXVII. Considered the "Super Bowl of Sports Entertainment," the world-wide pay-per-view event will be held Sunday, April 3, 2011. On the bidding horizon, the city of Atlanta and Dome made "the cut" from 57 to be one of the final 18 cities/facilities included in the US Bid Committee's bid presentation to FIFA to host either the 2018 or 2022 World Cup Soccer matches.
During FY10, Georgia Dome staff continued to work closely with the architectural firm Populous to complete the second phase of the Master Plan Study, Stadium Solutions. Numerous coordination meetings were held with the Populous team, the Atlanta Falcons

staff and the Dome's annual customers to determine the desired programming requirements that could be incorporated into a renovated Georgia Dome to position the facility for future success in the years to come.
Customer service, professional development, financial performance and care and maintenance of the facility continued to be a primary focus throughout the year. In an effort to maintain the highest possible level of customer service, employees participated in 3,401 hours of customer focused training, an increase of 24 percent over the previous year. The recognition of Excellent performance by the Dome staff continued with three Governor's Commendation Nominees, nine Bright Idea winners, 15 Customer Service Heroes Nominees and 41 Excellence Awards Nominees & Recipients.
The fourth phase of renovations to the facility was completed, which included a $3 million replacement of the stadium's original audio system. Highlights of the replacement included replacing all amplifiers and adding new speakers to the seating bowl, concourses and suites. Additionally, a new high-definition digital menu board system was installed in all permanent concession stands throughout the facility.
Fiscal Year 2010 was an excellent year on all fronts for the Georgia Dome. The Dome continued its long run of hosting and booking major events of national and international importance, while providing top-notch customer service to each event organizer and attendee. The efforts to continually enhance the value of the facility continued with on-going maintenance and repair projects. With a team of professionals focused on service and excellence, the facility enjoyed another profitable year.

10 GWCCA ANNUAL REPORT 2010

From left to right: A major announcement is held at the Georgia Dome when WWE's Vince McMahon announces the Dome will play host to Wrestlemania XXVII in April of 2011; FIRST Robotics Competition invades the Dome for strategic competition from some of the brightest minds the world has to offer; Atlanta Falcons tight end Tony Gonzalez looks for extra yardage against the Philadelphia Eagles.
9 GWCCA ANNUAL REPORT 2010

georgia dome
what our customers have to say
"I can't thank you enough for all the hard work you put into making the first Annual World Fitness Day a success. None of this would have been possible without your help, so I send deep gratitude to you."
World Fitness Day
"I just had to take this opportunity to let you know how wonderful your staff in the club level is. My family and I attended the Monster Jam last night and I was blown away by the incredible customer service from the person checking tickets at the door to the person working in the men's restroom. Everyone was great, smiles everywhere, never hard to find an employee to ask a question, and most of all the most friendly and polite people you could ask for."
Monster Jam Attendee
"On behalf of the Partnership for Public Service, thank you so much for hosting our Excellence in Government Fellows at the Georgia Dome during their trip to Atlanta. It was educational and fun, which is everything a benchmark should be. The hospitality and enthusiasm of your team made for a truly memorable experience, and we definitely look forward to partnering with you on future projects."
- The Partnership for Public Service

"I wanted to take a moment and express what an amazing evening your staff provided the many U2 fans crazy enough to hang out all day to get up close with the band. The planning and execution, the pleasant attitudes...all first rate."
U2 Concert Attendee
"I wanted to let you know how pleased we were with the GHSA Football Championships held recently at the Georgia Dome. Once again the staff at the Dome did a great job. Our Event Coordinator did a fantastic job in all areas of the event and is such a pleasure to work with."
Georgia High School Association
"I have run events all over the world, and that includes Wimbledon, the European Championships and the World Cup and worked with many of the top venues in the world, and I can honestly say that the staff you have at the Dome is one of the most professional, attentive and welcoming I have ever seen. Everything went smoothly and that is a testament to the fact that your team knows how to run big events and how to make the customer feel special."
First Sports World Football Challenge

"You and your team are running a terrific operation and we are very proud of our partnership." Chick-fil-A

From left to right: Monster Jam produces its first live television event as standing room only crowds witness intense monster truck action; The Florida A&M Rattlers celebrate another victory in the Bank of America Atlanta Football Classic after defeating rival Tennessee State University; The U.S. Army Corky Kell Classic opens the 2009 Georgia High School football season with action-packed contests from some of the finest programs the state has to offer with a quadruple header.
10 GWCCA ANNUAL REPORT 2010

From left to right: Drum Corp International makes its annual stop in Atlanta for the Atlanta Super Regional. Drum and bugle corps from across the country wowed fans with exciting and ground-breaking shows; Soccer makes its second appearance in the Dome with a natural grass surface for the World Football Challenge; High school seniors close one chapter and prepare for a new adventure with the Georgia Dome providing the backdrop for their graduation.
GWCCA ANNUAL REPORT 2010 13

14 GWCCA ANNUAL REPORT 2010

The Park continues to be the hub for this walkable area of businesses, tourist attractions and special events.

centennial olympic park
year in review
Centennial Olympic Park, host to more than 3 million visitors each year, remains the anchor for downtown development and the core of a thriving tourist district. Fiscal Year 2010 was a banner year for Centennial Olympic Park in regards to the number and diversity of events, major construction projects and condition of the greenspace.
The Park continues to host annual public events like Fiesta Atlanta, the Georgia Marathon and the JDRF Walk to D'feet Diabetes. These events were joined by two ESPN GameDay broadcasts, a week-long housing of the Budweiser Clydesdale's and the inaugural Georgia Kite Festival. Additionally, the Park self-produced 170 events for a total of 219 event days. The Park's self-produced events: Fourth of July Celebration, Wednesday WindDown, Music @ Noon, Fourth Saturday Family Fun Day and Atlanta's only outdoor ice skating rink are the cornerstone to the Park's philosophy of being a clean, safe and actively programmed venue.
Parents and children, who visit the Park and enjoy our community programming also like to eat quality, fresh, reasonably priced meals. With this in mind a new restaurant concept was introduced in the space previously occupied by the FountainSide Cafe. Googie Burger is a fresh, never frozen "burger joint" located next to the iconic Fountain of Rings. Levy Restaurants, Park management, and a fleet of architects, designers and craftsmen helped design and build a beautiful

building serving burgers, fries and shakes to families, downtown employees and conventioneers. This, too, should provide enjoyment to folks for years to come.
The area surrounding Centennial Olympic Park continues to grow and evolve. New companies and businesses in the neighborhood include Baja Fresh, Subway and City Segway Tours. The Glenn Hotel has gone through changes to its restaurant and roof top lounge, Ventanas event space on top of the Hilton Garden Inn opened to rave reviews and the American Cancer Society moved into the former Inforum building. The Park continues to be the hub for this walkable area of businesses, tourist attractions and special events.
Now in its 14th year of hosting events and welcoming visitors to Atlanta, Centennial Olympic Park continues to anchor downtown. The Park's mission of keeping our 21-acres clean, safe and actively programmed continues to be at the core of its business philosophy. Everyday, the Park assists our sister facilities in hosting and promoting events, helps revitalize the downtown corridor and provides impetus for economic impact to the State of Georgia.

From left to right: Googie Burger, located next to the iconic Fountain of Rings, is a popular new feature to the Park; In conjunction with the soccer match held at the Georgia Dome, the Park hosts an entertaining soccer clinic and promotion for young students; ESPN College GameDay broadcasts live from the Park before the kickoff of the Chick-fil-A Kickoff Game at the Georgia Dome.
GWCCA ANNUAL REPORT 2010 13

centennial olympic park
what our customers have to say
"This event would not have been the same without the efforts of you and your staff. It has been a pleasure working with you and we look forward to working with you again in the future."
Project Dance Atlanta Staff
"Thank you so much for your support yesterday. You all did a fabulous job and we are so grateful for everything! We were very pleased with the turnout yesterday and I look forward to working with you again soon!"
Foundation Fighting Blindness
"I would like to personally thank each and every one of you for helping make this one of the smoothest and most successful openings of our long tenure at the park."
The Ice Guys Staff
"Thanks again for all of your help making this past week work. I think all of us agree it was a great showcase for the Budweiser Clydesdales."
Atlanta Beverage Company

" Thank you so much for having our crew film at Centennial Olympic Park. Your staff was excellent to work with the entire step of the way."
Third House Productions

"This is a fantastic place. Really impressive!" Visitor from Mississippi

"Thanks for the hospitality."

Visitor from New Jersey

"The Olympics were wonderful. The Park brings back beautiful memories."
Visitor from Florida

"Great fountains."

Visitor from Russia

"Very beautiful downtown & park." Visitor from Canada

"Best 4th of July I've ever seen. It was a pleasure working with all of you. We're already looking forward to next year!"
Q100

"A celebration of teamwork at its finest! Take a deep breath, enjoy and get ready for the next great opportunity for the Park." WXIA-TV/WATL-TV

From left to right: The Fountain of Rings is the centerpiece of Centennial Olympic Park and one of the most recognized and photographed landmarks in Georgia; The Chevy Drive Away Promotion featuring one hundred 2009 Camaros, drive from Athens to Atlanta where they are on display in Centennial Olympic Park; Fiesta Atlanta, the city's largest Hispanic outdoor festival, takes place every Cinco de Mayo weekend at Centennial Olympic Park.
14 GWCCA ANNUAL REPORT 2010

From left to right: Music @ Noon is the perfect lunchtime getaway. Guests get out of the office for a midday break filled with sunny skies and great entertainment every Tuesday and Thursday from noon to 1 p.m. April through October; The Park's Fourth Saturday Family Fun Days continue to provide free, entertaining, interactive and educational activities for children of all ages; Downtown Atlanta's only outdoor ice skating rink at Centennial Olympic Park is an annual holiday tradition.
GWCCA ANNUAL REPORT 2010 17

georgia world congress center
revenue and expense report

Rent, food services and utility services remain the primary sources of operating revenue for the Georgia World Congress Center. When combined, they accounted for 70 percent of all operating revenue in FY10. Rent served as the largest revenue generator, accounting for 33 percent of the income followed by food services at 22 percent and utility services at 15 percent. Operating revenue for the year totaled almost $30 million. With a projected loss of $5.7 million, the year ended with a loss of almost $2.2 million because of cost-cutting measures and new bookings.

fiscal year 2010: gwcc attendance
45 Major Tradeshows & Conventions 49 Public/Consumer Shows 237 Meetings, Corporate Events & Others* Total Attendance Total Out Of State Attendance Total Daily Attendance

473,448 488,535 136,345 1,098,328 685,786 2,283,003

*Includes small meetings, sporting events, graduations, concerts and other small events.

operating revenue
Rent 33%
Utility Services 15%

Insurance Recovery 1%

Parking 10%

Food Services 22%

H/M GWCC 13%

Misc. 6%

0

5

10

15

20

25

30

35

operating revenue
Rent Utility Services Insurance Recovery Parking Food Services H/M GWCC Miscellaneous Subtotal

9,694,789 4,535,280
147,632 3,101,751 6,451,240 3,745,131 1,898,086 29,573,909

non-operating revenue

H/M Tax - ACVB
Transfer From Prior Year Reserves
Transfer From Other Agencies
Subtotal

8,741,229
710,457
3,835,783 13,287,469

Total Revenue

42,861,378

operating expenses
Personal Services 56% Regular Operating 32%
Equipment/Other 4% Per Diem/Fees/Contracts 8%
0 5 10 15 20 25 30 35 40 45 50 55 60
16 GWCCA ANNUAL REPORT 2010

operating expenses

Personal Services Regular Operating Equipment/Other Per Diem/Fees/ Contracts Subtotal Net Operating Loss

16,663,683 9,484,808 1,248,123
2,251,446 29,648,060
(74,151)

non-operating expenses

ACVB H/M Tax
Capital/Renovation Projects

8,741,229 4,546,239

Contributed Equipment 690,728

Transfer to COP/Others 1,386,942

Subtotal

15,365,138

Total Expense
Net Loss Before Depreciation

45,013,198 (2,151,820)

georgia world congress center
economic impact

From left to right: Expo! Expo!, the annual meeting and exhibition of the International Association of Exhibitions and Events (IAEE), welcomes hospitality industry representatives from all over the country; Physicians, nurses, nurse practitioners, physician assistants, pharmacists and practice managers attend the American College of Cardiology's Annual Scientific Session and Expo to learn about ground-breaking cardiovascular care and ways to improve heart health; Consumers get a sneak peak at over 500 new 2010 import and domestic cars, light trucks, vans and sports utility vehicles at the Atlanta International Auto Show's annual showcase.
In Fiscal Year 2010, 1.1 million visitors attended events at the Georgia World Congress Center. These visitors generated an estimated $1.2 billion new dollars for the local and state economy. According to a University of Georgia study conducted by the Selig Center for Economic Growth, these visitors spent "new dollars" in Georgia restaurants, hotels, retail shops and on entertainment, generating a total economic impact of $2 billion. The facility generated more than $157 million in new tax revenue. Events held at the GWCC in FY10 sustained 21,386 jobs totaling personal income of $684 million for the state's workforce.

gwcc economic activity
"New Dollars" Total Economic Impact Personal Income Employment

1,195,355,289 1,955,454,789
683,503,849 21,386

tax revenues
Georgia Sales Tax Local Sales Tax Hotel/Motel Tax Personal Income Tax/Other Total

50,188,822 37,641,616 34,593,656 34,231,764 156,655,858

prior 3 year economic summary
"New Dollars" Generated Total Impact of "New Dollars" State Local Hotel/Motel Total

2007
1,658,742,554 2,714,897,736 115,360,515
52,249,266 51,954,107 219,563,888

2008
1,558,641,553 2,555,741,507 109,734,650
48,652,215 47,291,519 205,678,384

2009
1,179,702,700 1,943,308,312
83,803,959 37,355,492 35,018,298 156,177,749

GWCCA ANNUAL REPORT 2010 19

georgia dome
revenue and expense report

FY10 was another financially solid year for the Georgia Dome. Seat and suite license fees remain the largest contributor to the facility's operating revenue accounting for 50 percent. Rent, food services and advertising brought in a collective 46 percent of the operating revenue with rent accounting for 20 percent, food 16 percent and advertising 10 percent. Operating revenue for the year totaled $38.4 million and the year concluded with a $10 million profit, up $1.2 million from the previous year.

operating revenue
Rent 20% Utlility Services, Insurance Recovery & Parking 2%
Food Services 16% Advertising 10%
Seat/Suite License Fees 50% Misc. 2%
0 5 10 15 20 25 30 35 40 45 50

operating expenses

Personal Services 24% Regular Operating 15%
Equipment/Other 2%

Contractual: Game Tickets 23%

Brokerage Commissions 13%

Contractual Falcons 12%

Per Diem/Fees/Contracts 11%

0

5

10

15

18 GWCCA ANNUAL REPORT 2010

20

25

fiscal year 2010: dome attendance
10 Falcons games 17 Other football games 11 Entertainment 5 Receptions 1 Soccer game 17 Graduations 19 Other Total Attendance

577,765 311,552 277,049
1,373 41,275 91,348 45,476 1,345,838

operating revenue
Rent Utility Services Insurance Recovery Parking Food Services Advertising Seat/Suite License Fees Miscellaneous Subtotal

7,714,529 87,114 59,186
576,393 6,268,592 3,900,975
19,078,495 667,772
38,353,056

non-operating revenue

Transfer From Prior Year Reserves

1,565,995

H/M Tax

16,726,223

Contributed Equipment 349,795

Subtotal

18,642,013

Total Revenue

56,995,069

operating expenses

Personal Services

7,895,499

Regular Operating 4,892,573

Equipment/Other
Contractual: Game Tickets

680,907 7,393,019

Brokerage Commissions 4,287,824

Contractual Falcons 4,000,000

Per Diem/Fees/ Contracts

3,618,277

Subtotal

32,768,099

Net Operating Profit 5,584,957

non-operating expenses

Projects

6,428,836

Contributed Equipment 349,795

Debt Service Interest Expense

7,359,919

Subtotal

14,138,550

Total Expense
Net Income Before Depreciation

46,906,649 10,088,420

georgia dome
economic impact

From left to right: Cheerleaders bring spirit to the game during the U.S. Army Corky Kell Classic at the Georgia Dome; U2 and opening act Muse make a stop at the Georgia Dome as part of their 360 tour which includes the largest stage and production in rock-n-roll history; Atlanta Falcons wide receiver Roddy White catches the game-winning touchdown in the final seconds as the Falcons defeat the Tampa Bay Bucs 20-17.

The Georgia Dome welcomed more than 1.3 million visitors in Fiscal Year 2010 during 70 events. These events included the Atlanta Falcons football games, the SEC Football Championship, the Chick-fil-A Kick off and Chick-fil-A Kickoff Game, the Bank of America Atlanta Football Classic, the Georgia High School Association State Football Championships, World International Soccer Challenge, the U2 360 tour concert, Advance Auto Parts Monster Jam and Monster Energy AMA Supercross. The Georgia Dome generated $225 million "new dollars" for the state of Georgia during FY10. A study conducted by the University of Georgia's Selig Center for Economic Growth estimated this sum had a total economic impact of $349 million for the state of Georgia. Additionally, activities at the Georgia Dome raised almost $29 million in new tax revenue and sustained 4,042 jobs totaling personal income of over $122 million for the state's workforce.

dome economic activity
"New Dollars" Total Economic Impact Personal Income Employment

224,650,253 348,550,611 121,860,997
4,042

tax revenues
Georgia Sales Tax Local Sales Tax Hotel/Motel Tax Personal Income Tax/Other Total

9,928,455 7,446,341 5,612,903 6,056,560 29,044,259

prior 3 year economic summary
"New Dollars" Generated Total Impact of "New Dollars" State Local Hotel/Motel Total

2007
197,673,083 304,309,628 13,853,326
6,586,470 5,474,686 25,914,482

2008
186,921,689 285,883,949 13,131,370
6,105,027 4,879,772 24,116,169

2009
190,561,092 295,709,909 13,611,597
6,354,760 4,841,362 24,807,719

GWCCA ANNUAL REPORT 2010 21

centennial olympic park
revenue and expense report

While Centennial Olympic Park had a record number of event days in FY10, two major budgeted corporate food and beverage functions were moved to the Georgia World Congress Center due to inclement weather. While holding expenses $195,000 under budget, the Park could not overcome the nearly $350,000 loss due to these two events. Like the rest of the GWCCA campus, the Park tightened spending and saved money where possible. Major areas of saving included: salaries, contracted landscape management, publishing and printing, choreography for the Fountain of Rings and travel expenses.
Sponsorship, Food Service and Rent accounted for 89 percent of the Park's income.

operating revenue

Rent 23%

Utility Services 4% Insurance Recovery 1% Food Services 27%

Sponsorship 39%

Misc. 6%

0

5

10

15

20

25

30

35

40

operating revenue
Rent Utility Services Insurance Recovery Food Services Sponsorship Miscellaneous Subtotal

172,240 26,768 8,022
203,075 290,737
44,490 745,332

non-operating revenue

Transfer From Prior Year Reserves

32,230

Transfer From GWCC 1,572,734

Transfer From Other Agencies

466,142

Subtotal

2,071,106

Total Revenue

2,816,438

operating expenses
Personal Services 57% Regular Operating 23% Equipment/Other 1%
Per Diem/Fees/Contracts 19% 0 5 10 15 20 25 30 35 40 45 50 55 60

operating expenses

Personal Services

1,332,913

Regular Operating

539,764

Equipment/Other
Per Diem/Fees/ Contracts

24,770 441,620

Subtotal

2,339,067

Net Operating Loss (1,593,735)

non-operating expenses

Capital/Renovations Projects

498,372

Subtotal

498,372

Total Expense
Net Loss Before Depreciation

2,837,439 (21,001)

20 GWCCA ANNUAL REPORT 2010

From left to right: No strangers to television broadcasts and parades, the Budweiser Clydesdales make their first appearance in Centennial Olympic Park; The Park hosts the start and finish of the ING Georgia Marathon and Half Marathon; Each year, thousands of people come to Centennial Olympic Park to celebrate Atlanta's largest 4th of July Celebration. It's the place to be on Independence Day.
GWCCA ANNUAL REPORT 2010 23

After paying debt service and operating expenses for Fiscal Year 2010, the State of Georgia realized a net profit of almost $69 million.

georgia world congress center authority
direct profit to georgia
Each year the Georgia World Congress Center Authority welcomes millions of guests who attend trade shows, conventions, sporting events and other events. While visiting Atlanta these attendees, exhibitors, show managers and fans spend "new" dollars that contribute to the state's economy, thus fulfilling the GWCCA's primary mission to serve as an economic generator for the State of Georgia.

The chart below highlights net profit to the State of Georgia during the past decade. After paying debt service and operating expenses for Fiscal Year 2010, the State of Georgia realized a net profit of almost $69 million.
The Georgia World Congress Center Authority is an asset to the citizens of Georgia, providing an excellent return on the state's investment, sustaining thousands of jobs and pumping millions of dollars into the state's economy.

direct profit to georgia

Date
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

- = Operating
Revenue

Operating Expense

Operating Profit

39,983,740 29,298,755 30,868,814 29,628,125 28,671,882 39,721,815 73,487,283 78,925,903 69,901,524 67,926,966

27,388,214 26,039,749 29,396,282 28,104,740 30,641,032 32,389,842 67,695,083 68,707,062 64,136,324 62,416,159

12,595,526 3,259,006 1,472,532 1,523,385 -1,969,150 7,331,973 5,792,200 10,218,841 5,765,200 5,510,807

- Tax
Revenue

= Debt
Service

State Profit

79,116,385 65,230,311 70,219,908 76,246,050 83,512,721 104,141,534 129,213,843 122,866,019 97,415,555 100,405,601

44,904,470 46,164,521 38,796,511 40,207,304 41,435,601 40,579,064 40,709,070 37,530,305 34,731,065 36,921,791

34,211,915 19,065,790 31,423,397 36,038,746 42,077,120 63,562,470 88,504,773 85,335,714 62,684,490 63,483,810

* Direct profit to Georgia is calculated by adding operating proft/loss and state profit. ** Starting in 2007, Georgia Dome profit and tax revenue included.

Direct Profit to Georgia*
46,807,441 22,324,796 32,895,929 37,562,131 40,107,970 70,894,443 94,296,973** 95,554,555** 68,449,690** 68,994,617**

24 GWCCA ANNUAL REPORT 2010

GWCCA ANNUAL REPORT 2010 23

the gwcca
employment team
The staff of the Georgia World Congress Center, Georgia Dome and Centennial Olympic Park continued to make the customer the focus of everything they did during FY 2010.
There were 449 budgeted full-time employees in FY 2010--293 at the Georgia World Congress Center, 133 at the Georgia Dome and 23 at Centennial Olympic Park. There were 408 actual employees with 264 at the GWCC, 123 at the Dome and 21 at the Park.
Part-time staff contributed 156,846 hours of labor during the year the equivalent of 75 full-time employees. Their contribution was, again, an integral part of the success of the facility.
Employee training continued to contribute to the success of the campus in FY10 with employees attending 11,335 hours of training focused on customer service, leadership skills, computer skills, management skills and job specific training.

workforce diversity
Caucasian African American Other Male Female

GWCCA 30% 66% 4% 65% 35%

Metro Atlanta 53% 35% 12% 49% 51%

24 GWCCA ANNUAL REPORT 2010

the gwcca
authority membership 2010

board of governors

legislative overview committee

Bob Prather Chairman Gray Television, Inc.
David Allman Regent Partners, LLC

Senator Judson Hill Chairman Senator Don Balfour Senator Bill Hamrick

Taz Anderson Taz Anderson Realty Co.
Tom Bell Securamerica, LLC

Senator Jeff E. Mullis Senator Chip Pearson Senator Ronald Ramsey

Ken Cornelius Siemens One
John Downs Coca-Cola Enterprises
Jim Edenfield American Software, Inc.
Anne Hennessy Hennessy Investments

Rep. Mark Burkhalter Rep. Mark Butler Rep. Matt Dollar Rep. Chuck Martin Rep. Larry "Butch" Parrish Rep. Donna Sheldon

Glenn Hicks First Beacon Investments

Rep. Ron Stephens

Lee Hunter MidTown Vending, LLC

Bill Linginfelter Regions Bank

Tim Lowe Lowe Engineers

Gary Smith Strategic Value Properties, LLC

Doug Tollett Douglas Management Company

Dee Yancey State Mutual Insurance Company

GWCCA ANNUAL REPORT 2010 27

Georgia World Congress Center Authority 285 Andrew Young International Blvd. N.W. Atlanta, Georgia 30313-1591
www.gwcc.com www.gadome.com www.centennialpark.com
28 GWCCA ANNUAL REPORT 2010

2010 100%
SW-COC-002534