2014 annual report [2014]

C ATA LY S T

Georgia World Congress Center Authority
Annual Report

2014

The GWCCA continues to be a catalyst for growth and development within Georgia's capital city. The Authority inked a business deal to manage a convention center in Savannah, linking the state's two most popular tourist destinations into a marketing powerhouse driving new business and tax revenues into the economy. Fostering new live music opportunities remained a focus for business development as thousands of attendees experienced the renewed vibrancy of Downtown Atlanta's urban core. Visitors now experience a thriving live-work-play district which includes the recently opened Center for Civil and Human Rights and the College Football Hall of Fame. The GWCCA is strategically re-imagining meeting spaces for once-in-a-lifetime events; unique places where businesses and visitors can empower their projects, finance their dreams, and build a better future. For more information on the Authority's strategic plan, see link below:
www.gwcc.com/vision

Mission VISION VALUES

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.

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.

The 2014 GWCCA Annual Report is published by the Department of Communications and Frank Poe, Executive Director. Written compiled and edited by: Jennifer LeMaster, Jason Kirksey, Alicia McNease, Morgan Smith-Williams. Principle photography by Robb D. Cohen and Greg Mooney. Additional photography by GWCCA Communications, TVS Design, Gold Cup, Atlanta Falcons Football Club, Sweetwater 420 Festival, and Meru Networks.

Layout and design: Lampe-Farley Communications Inc.
Printing: H&W Printing
A digital copy of this publication and prior year's annual report are available at gwcc.com.

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.
The 2013 Annual Report is the proud recipient of a 2014 Apex Award for Publication Excellence.

C ONTENTS

2 GWCCA Timeline FY14
A Catalyst 4 For Growth 6 For Community 8 For Event Development 10 For Sustainability 11 For Innovation 12 For Health, Wellness,
and Achievement
13 GWCCA Board of Governors
13 GWCCA Employment Team
Financials 14 Direct Profit to Georgia 15 Georgia World
Congress Center 16 Georgia Dome 17 Centennial Olympic Park 17 2014 GWCCA Social
Media Statistics

G W C C A timeline fy 1 4

July 2013
A new record was set for attendance at a soccer game in the city of Atlanta as 54,229 fans witnessed the CONCACAF Gold Cup doubleheader at the Georgia Dome featuring Panama vs. Cuba and Mexico vs. Trinidad & Tobago on July 20.

September
British folk-rock band Mumford & Sons filled sold-out Centennial Olympic Park with more than 22,000 fans. The Vaccines and Bear's Den opened the concert as a stop of the nationwide Gentlemen of the Road Tour.

November
The Centennial Olympic Park Ice Rink opened the week before Thanksgiving. By the time the season ended with the Martin Luther King Jr. holiday, more than 40,000 people had taken to the ice.

August

October

December

For the second consecutive year Kenny Chesney

The 2013 National Association of Convenience The SEC held its annual championship game in

brought his summer tour to the Georgia Dome. Nearly Stores (NACS) show featured 392,000 square

the Georgia Dome for the 20th consecutive year

50,000 fans packed the Dome for the No Shoes

feet of exhibits, making it the largest NACS

in 2013. Auburn defeated SEC newcomers

Nation tour featuring Chesney, Atlanta's Zac Brown

Show expo ever. A total of 1,050 companies

Missouri to become the eighth consecutive

Band, the Eli Young Band and Kacey Musgraves.

exhibited at the show, 150 of those companies winner of the SEC Championship game to go

2

CATALYST

being first-time exhibitors.

on and play for the BCS Championship.

January 2014
The 2014 International Production & Processing Expo (IPPE) drew more than 24,000 poultry, meat and feed industry professionals from around the world. The show included 1,152 exhibitors with more than 410,000 square feet of exhibit space.

March
SEC Basketball Tournament For the 14th and final time the Georgia Dome hosted the SEC Basketball Tournament. Florida defeated Kentucky to win the 2014 Championship in what will likely be the final basketball games ever played in the Georgia Dome

May
The Atlanta Falcons, with representatives from the NFL, Major League Soccer, the city and state, broke ground on the New Atlanta Stadium set to open in 2017. The estimated $1.2 billion multi-purpose state-of-the-art sports and entertainment venue is designed to attract world-class sports, civic, cultural, and commercial events to Atlanta.

February
The Georgia International Maritime and Trade Center Authority (GIMTCA) approved the selection of the GWCCA to manage the Savannah International Trade & Convention Center (SITCC), beginning April 1, 2014.

April
For the first year Centennial Olympic Park hosted the Sweetwater 420 Festival and welcomed more than 50,000 attendees. The annual celebration of spring in Atlanta highlights environmental awareness with live music and SweetWater brews.

June
The 2014 Confrerence & Expo for the International Society for Technology in Education(ISTE) broke attendance records with 16,288 registered attendees from 67 nations and nearly 540 exhibitors with 1,359 booths.

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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4

CATALYST

for growth

The Georgia World Congress Center Authority and Atlanta Falcons broke ground on a new retractable roof stadium to be built on the Georgia World Congress Center campus. Scheduled to open in early 2017, the new stadium will serve as the home of the Atlanta Falcons and the New Atlanta MLS team in addition to other sports, convention and entertainment events currently held at the Georgia Dome.
The new stadium groundbreaking ceremony took place on May 18, 2014.
For more information on the new stadium project, log on to gwcc.com and click on "Stadium Development" to see a comprehensive timeline and photos of construction progress.

ECONOMIC IMPACT TO THE STATE
Over the three-year construction period, the project is estimated to add more than 1,400 full-time jobs to Atlanta and more than 4,500 new jobs to the state's economy. The construction project will generate more than $400 million in total economic impact in Georgia.
The new stadium will generate hundreds of millions of dollars in economic impact by hosting new events and ensuring that events currently held in the Georgia Dome remain in Atlanta. Marquee events are likely to include the Super Bowl, World Cup, NCAA Final Fours, and the College Football Playoff National Championship Game, which could generate more than $450 million in economic impact for the state.

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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for community
Because of the efforts and generosity of Georgia World Congress Center Authority employees and partners, the following items were collected throughout the year during various campaigns:
356 towels 4,346 toiletry items 1,179 pairs of socks 63 blankets 232 toys 313 canned goods, 228 undergarments/t-shirts 630 bottles of water 275 books for education 4,800 snack packs 1,430 school supplies and 121 recyclable electronics

Corporate citizenship is a cornerstone of the GWCCA. The guiding mission of our community endeavors is to positively impact the quality of life of the people living and working in and around our campus and to enhance the overall experience of our guests by investing our resources and relationships into organizations that share our vision.

The Authority's comprehensive community outreach objectives focus on economic empowerment, education, and environmental stewardship. Strategic partners include:

Atlanta Community Food Bank Atlanta Mission Bethune Elementary City of Atlanta Summer Intern Program

Gateway Center Phoenix Boys Association State of Georgia Charitable
Contributions Program

Bethune Principal Jamie Pettway (middle) accepts a donation from the Georgia Entertainment Gala, held at the Georgia World Congress Center annually. The event organizer is a Bethune Elementary alumnus who donates a portion of the proceeds to the school each year. Pictured with Ms. Pettway are executive director Frank Poe and Terry Copeland, Training and Programs Manager.

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CATALYST

Each year the GWCCA supports the staff and students at Bethune Elementary School, which is adjacent to the GWCCA Atlanta campus. For the past two years, the Authority has hosted Bethune's annual field day on the turf of the Georgia Dome. In addition, the GWCCA provided more the 550 care packages to the students.

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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for event development
In 2014 the GWCCA Board of Governors authorized the establishment of an on-campus event development team now known as Authority Presents. This team includes specialists in the area of event sales, marketing, production, and can support event organizers looking to grow new events. Capitalizing on the changing landscape within the meetings and event industry
as well as being an early adopter of modern event trends, Authority Presents is well positioned to drive new revenues to the campus. The team has a three year plan to leverage scheduling
opportunities and develop strategic partnerships that will introduce new cultural events to the State.

Girl Talk performing at Centennial Olympic Park's Party in the Park concert. Fans were invited on stage during a surprise performance with rap artist Waka Flocka Flame.

Authority Presents developed a model for self-produced and co-promoted live music events on the Authority's campus during the past fiscal year. Leveraging its location and reputation for best in class services, GWCCA has welcomed artists such as: Ellie Goulding, Mumford & Sons, Girl Talk, and Kenny Chesney.
The evolving event mix for the campus has strengthened the idea that a targeted and dedicated department will create a strategic advantage for the the Authority's sales initiatives.

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CATALYST

Mumford and Sons was presented with an engraved granite marker during their Gentlemen of the Road tour stop at Centennial Olympic Park in September of 2013. The marker will be a part of the park's Walk of Fame which will commemorate famous artists that perform in the venue.

Mumford and Sons performing at Centennial Olympic Park September 10, 2013.

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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for sustainability
To recognize its new role as a leader in sustainability, the GWCCA began developing a new sustainability brand by converting from its original "Growing Green" logo to a new, direct "See Green" standard.

In 2005 the GWCC began investigating green building certifications and feasibility. During Fiscal Year 2014 the Georgia World Congress Center applied for Leadership in Energy and Environmental Design (LEED) certification.
The GWCCA Atlanta campus diverted more than 760 tons of materials from landfills, including more than 333 tons of paper, plastic, aluminum, and glass 51 tons more than the previous year a 15 percent increase.
The GWCCA joined the Green Sports Alliance and represented the Georgia Dome at its annual conference on the panel "A Watershed Moment: Innovative strategies in water conservation at stadiums and venues" in Brooklyn, NY. The Georgia Dome also hosted and helped coordinate a regional transportation workshop with the Green Sports Alliance.
Centennial Olympic Park's 21 acres of green space, open to the city of Atlanta and visiting guests, continues to be one of the nation's most prestigious examples of environmental conservation. In 2014, 44 additional permanent recycling containers were acquired for the park, providing more sustainable options for patrons.

The Georgia World Congress Center Authority installed it's first electric vehicle charging station in the Red Parking Deck.

GWCCA earned the Georgia Recycling Coalition's 2013 Spirit
of Green Award for outstanding institutional program for our work during
the 2013 NCAA Men's Final Four.

10

CATALYST

for innovation

Innovation and technology are cornerstones of GWCCA's service initiatives. Embracing mobile technologies and the ever-growing demand for connectivity, the Authority invested in the expansion of network infrastructure allowing thousands of visitors simultaneous access to the network using multiple devices. Other highlights include:

The GWCC partnered with Google to bring the Google Mapping Technology inside the building which allows anyone to search the levels of all three buildings and see the centers layouts in Google's map section of its website.
The GWCCA expanded its free Wi-Fi in public areas to Centennial Olympic Park. Upgrades to wireless capabilities over the last few years total more than $2 million.
On the exterior of the center two new digital billboards were added to compliment the current digital billboard found on Building A.

The GWCCA continues to expand its digital presence throughout the campus. As of June 2014, the digital inventory included 82 screens in 39 locations. Internal digital signage includes wayfinding monitors, video walls, interactive kiosks, as well as charging stations.

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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for health, wellness, and achievement
In February the GWCCA spotlighted heart disease and its effects on women. The "Go Red" celebration" inspired 21 employees to walk the runway in support of Women's Heart Health Awareness.

In FY14, the Authority continued to focus on fostering a culture of "Wellness in the Workplace." The overall healthiness of GWCCA employees contributes to increased productivity in the work place and helps to maintains health insurance premiums at historical lows under the Authority's own benefit plan.

The GWCCA encouraged employees to participate in Cigna's "Better Health Guaranteed Program" which is designed to help employees transition to healthier lifestyles through opportunities that include biometric screening, lifestyle coaching, smoking cessation, and more.

Employees of the month

JULY 2013 AUGUST SEPTEMBER OCTOBER NOVEMBER
DECEMBER JANUARY 2014 FEBRUARY MARCH APRIL MAY JUNE

Nathaniel Johnson Kenneth Fortson Matthew Williams Rory Parks Quaneisha Robinson-Green Jeff Oden Nash Johnson Larry Young Gerry Eng Angela Lester Jason Tutt Jerome Clark

Building Services Building Services Engineering Building Services Human Resources
Engineering Building Services Purchasing Sales Building Services Event Services Administration

Jeff Oden, GWCCA's Employee of the Year, is known for his commitment to excellence throughout the organization. A 20-year veteran of the Authority, Jeff was recently promoted to Building Maintenance and Projects Manager in Engineering.

Marshall Shepard was awarded "Bright Idea of the Year."
The Bright Idea program encourages employees to submit practical solutions for improving guest experiences. The program has received thousands of suggestions since the program's inception.

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CATALYST

2014

Georgia World Congress Center Authority
BOARD OF GOVERNORS

Legislative Overview Committee

Senator Butch Miller, Chairman

Senator Frank Ginn Senator Judson Hill Senator Ronald Ramsey Senator David Shafer Senator Renee Unterman

Representative Mark Hamilton Representative Matt Hatchett Representative Jan Jones Representative Rahn Mayo Representative Butch Parrish

Tim Lowe Chairman
Lowe Program Management

Lee Hunter Vice Chairman Midtown Vending,
LLC

David Allman Treasurer
Regent Partners, LLC

Bill Russell Secretary
Russell Landscape Group, Inc.

Steve Adams Southeastrans, Inc.

WORKFORCE DIVERSITY
The GWCCA Team

African American

64%

Caucasian 29%

Other

7%

Male 64%

Female 36%

Taz Anderson Taz Anderson Realty
Company

Brian Daniel Carroll Daniel Construction Co.

John Downs The Coca-Cola
Comany

Anne Hennessy Hennessy Investments

Glenn Hicks, III First Beacon Investments

Bill Jones Jones Petroleum
Company

Greg O'Bradovich

Bill Rice RBH LaGrange, LLC

Doug Tollett Douglas
Management Company

Charlie Yates Retired

GWCCA BY THE NUMBERS
421 Full-time employees 275 GWCC employees 117 Georgia Dome employees 29 Centennial Olympic Park employees 385,920 hours worked by part-time employees, equivalent to 185 full-time employees. 7,672 hours of training completed by full-time employees.

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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2014 georgia's bottom line
After paying debt service and all operating expenses for fiscal year 2014, the State of Georgia realized a net profit of more than
$45 million from Georgia World Congress Center Authority events and activities.

The GWCCA hosts millions of attendees each year who spend "new dollars" in the local economy that would not be spent in Georgia without the events taking place on the campus.
By sustaining thousands of jobs and driving millions of dollars into the state's economy, the GWCCA fulfills its mission to generate economic benefits to the citizens of the State of Georgia and the City of Atlanta.

DateOperating Revenue -Operating Expense =Operating ProfitTax Revenue - Debt Service =State Profit

Direct Profit to Georgia

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

63,194,387 78,188,628 78,435,644 80,115,757 71,060,589 68,707,527 78,280,863 76,410,365 89,504,084 89,459,952

62,127,328 65,568,714 73,250,147 84,613,865 77,079,259 68,752,678 71,963,267 70,212,260 82,199,870 85,338,631

1,067,059 12,619,914
5,185,497 (4,498,108) (6,018,670)
(45,151) 6,317,596 6,198,105 7,304,214 4,121,321

83,512,721 104,141,534 129,213,843 122,866,019
97,415,555 87,901,235 76,219,994 57,187,264 59,096,921 72,762,330

41,530,153 41,269,932 40,332,332 34,845,481 33,922,265 36,429,879 30,455,391 30,472,031 29,798,276 27,904,591

41,982,568 62,871,602 88,881,511 88,020,538 63,493,290 51,471,356 45,764,603 26,715,233 29,298,645 44,857,739

43,049,627 75,491,516 94,067,008 83,522,430 57,474,620 51,426,205 52,082,199 32,913,338 36,602,859 48,979,060

All GWCCA net operating profits for Atlanta have been restated to include all facilties: GWCC, Georgia Dome and Centennial Olympic Park. The Net Operating Profit ties to our audited financial statements, excluding OPEB accrual and depreciation.

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CATALYST

2014 by the numbers

GEORGIA WORLD CONGRESS CENTER Operating Revenue

Rent

9,923,710

Utility Services

6,908,601

Parking

4,211,448

Food & Beverage

6,709,165

Contributed Equipment

998,962

H/M GWCC

4,881,105

Miscellaneous

3,476,715

Operating RevGeWnuCeC

$37,109,706

GEORGIA WORLD CONGRESS CENTER Operating Expenses

Personal Services

18,538,577

Regular Operating

10,973,899

Equipment/Other

1,381,198

Per Diem/Fees/Contracts

3,480,301

Operating Expenses

$34,373,975

Net Operating Profit

$2,735,731

GWCC

Dome

Contributed Equipment 3%

H/M GWCC 13% Miscellaneous 9%

Utility Services 19%
Parking 11%

Rent 27%
Food & Beverage 18%

Per Diem/Fees/Contracts 10%
Personal Services 54%

Equipment/ Other 4%

Regular Operating 32%

Non-operating Revenue H/M Tax ACVB Gain/Loss of Fixed Assets Transfer from other agencies: Subtotal Total Revenue

18,586,956 25,674
2,046,974 $20,659,604 $57,769,310

Non-operating Expenses

ACVB H/M Tax

18,586,956

Capital/Renovation Projects

5,278,016

Transfer to COP/Others

1,611,500

Subtotal

$25,476,472

Total Expense

$59,850,447

Net Income before depreciation

and OPEB accrual

($2,081,137)

Attendance:
38 Major Trade Shows & Conventions 14 Public/Consumers Shows 184 Meetings, Corporate Events & Others Total Attendance Total Out of State Attendance
Economic ImDpoamcet GWCC EconoPmarick Activity
New Dollars Total Economic Impact Economic Impact on Labor Income Employment

390,870 178,144 293,055 862,069 512,926
P
478,965,717 893,169,407 327,880,338
9,527

Tax Revenues Georgia Sales Tax Local Sales Tax Hotel/Motel Tax Personal Income Tax/Other

24,948,467 23,084,551 11,405,928 21,176,557

3-yEAR SUMMARY 2011
New Dollars Generated 767,248,826 Impact of New Dollars 1,481,263,498

2012 492,444,892 1938,859,134

2013 448,925,330 834,462,527

State Local Hotel/Motel Tax Total

64,105,386 36,334,025 17,799,503 $118,238,914

44,126,713 24,125,861 11,945,542 $80,198,116

24,021,831 24,021,831
9,430,410 $72,531,736

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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GEORGIA DOME Operating Revenue

Rent

Utility Services

Parking

Food & Beverage

Advertising

Seat/Suite License fees

Contributed EquiGpmWenCt C

Miscellaneous

Dome

Operating Revenue

10,874,958 50,949
754,263 6,917,435 4,666,873 24,716,129
427,252 1,449,919 $49,857,778

GEORGIA DOME Operating Expenses Personal Services Regular Operating Equipment/Other Contractual: Game Tickets Brokerage Commissions Contractual Falcons
Per Diem/Fees/ContraDctos me Operating ExpensePsark
Net Operating Profit

9,972,367 7,563,286
727,862 11,415,078
7,598,152 5,391,188 4,221,922 $46,889,855 $2,967,923

Parking 2% Miscellaneous 3%
Rent 22%

Advertising
9% Food & Beverage 14%

Contributed Equipment 1%

Seat/Suite License Fees 49%

Contactual Falcons 11%

Per Diem/Fees/Contracts 9%
Personal Services 22%

Brokerage

Commissions

16%

Contractual:

Regular Operating
16%

Game Tickets

24%

Equipment/Other 2%

Non-operating Revenue H/M Tax Gain/Loss of Fixed Assets Transfer From Other Agencies Subtotal Total Revenue

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CATALYST

21,590,989 49,791 13,616
$21,654,396 $71,512,174

Non-operating Expenses

Capital/Renovation Projects

278,099

Debt Service Interest expense

2,820,060

Subtotal

$3,098,159

Total Expense

$49,988,014

Net Income before depreciation

and OPEB accrual

$21,524,160

Attendance:
10 Atlanta Falcons Games 5 Concerts 7 Georgia State University Games 18 Graduations 34 General Meetings 17 Spectator Sports Total Attendance
Park Economic Impact:
Dome Economic Activity New Dollars Total Economic Impact Economic Impact on Labor Income Employment

578,501 90,083 41,261
104,805 6,334
604,406
1,425,390
268,845,490 469,489,121 182,997,410
5 ,607

Tax Revenues Georgia Sales Tax Local Sales Tax Hotel/Motel Tax Personal Income Tax/Other

14,840,453 13,816,057
7,638,305 11,796,853

3-yEAR SUMMARY 2011
New Dollars Generated 139,319,006 Impact of New Dollars 267,150,435

2012 141,979,527 269,214,554

2013 196,098,825 361,774,794

State Local Hotel/Motel Tax Total

12,114,608 7,094,821 3,177,694
$22,387,123

13,060,550 7,394.035 5,019.364
$25,473,949

10,824,632 10.078,785
6,033,323 $34,215,670

2014 GWCCA SOCIAL MEDIA STATisticS

CENTENNIAL OLYMPIC PARK Operating Revenue

Rent

317,104

Utility Services

35,310

Parking

3,083

Food & Beverage

918,334

Contributed equipment

35,555

Holiday in Lights/Sponsorship

270,000

Park Concert

Dome

329,503

Miscellaneous

54,028

Operating Revenue
Park

$1,962,917

CENTENNIAL OLYMPIC PARK Operating Expenses

Personal Services

1,773,094

Regular Operating

865,560

Equipment/Other

28,687

Per Diem/Fees/Contracts

877,909

Operating Expenses

$3,545,250

Net Operating Profit

($1,582,333)

Park

Holiday in Lights/Sponsorship 14%

Contributed Equipment 2%

Park Concert 17%

Miscellaneous 3%

Rent 16%

Food & Beverage 46%

Utility Services 2%

Per Diem/ Fees/Contracts 25%

Personal Services 50%

Regular Operating 24 %

Equipment/Other 1%

Non-operating Revenue Transfer from GWCC Gain/Loss of Fixed Assets Transfer From Other Agencies Subtotal Total Revenue

1,611,500 (223) 372
$1,611,649 $3,574,566

Total Expense

$3,545,250

Net Income before depreciation and OPEB accrual $29,316

FOLLOWERS

Sent messages 2,276 Incoming messages 867,967 Unique users 305,702 Impressions 162,471,158
69,940
14,739 NEW 23%
36,500
14,124 NEW 32%
5,900
2,910 NEW 97%

GEORGIA WORLD CONGRESS CENTER AUTHORITY

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GEORGIA WORLD CONGRESS CENTER AUTHORITY
285 Andrew Young Int'l Blvd., NW Atlanta, Georgia 30313-1591