2022 YEAR IN REVIEW
Teams & Groups
Growing through groups.
MICE (Meetings, Incentives, Conferences and Exhibitions), sports teams and events are an important source of visitors throughout the entire year, not only contributing economic impact to Bermuda but also Bermuda’s profile. While we have excellent facilities for certain sports and meetings, we have the opportunity to offer a more seamless experience for organisers, leveraging new trends and technology to meet the expectations of participants and meeting planners.
Find Your Way
On-Island Sports Events & Activities
Butterfield Bermuda Championship
In 2022 Butterfield Bermuda Championship returned to Bermuda’s world-renowned- public golf course, Port Royal. A staple in the tourism event calendar, with no COVID restrictions in place, the 2022 PGA event saw a return to normalcy with over 13,000 tickets sold. This move worked well in the island’s favour, with significant media value, including:
- 64 30-second Golf Channel ad units
- 8 Billboards with 5-seconds of copy
- Simulcasc 15-second video
- 8-foot-high x 20-foot-long Bermuda signage
- 134,809 social media interactions
- BTA’s sponsorship assets generated $9.2M in value
Sail GP
SailGP sees teams from Australia, Canada, Denmark, France, Great Britain, New Zealand, Spain, Switzerland and the United States racing at eleven iconic venues around the world. In 2022 the seasons opening event was held in Bermuda. Nearly 552 individuals travelled to Bermuda for the Event, of which 388 were part of the Event organising body and the nine participating teams, 157 were overseas spectators and 7 were media personnel from abroad. The event:
- Estimated to have generated an overall economic impact of $7M
- $11.4M in Advertising Equivalent Value (“AEV”) was generated for Bermuda for the Event
- The Event was broadcast on television in over 170 different countries capturing an audience of 59.1 million viewers
Events
- Bermuda Triple Crown Billfish Tournament ~ July 3-24
- OUTCOME: 500 overseas visitors
- PGA Magazine Couples Experience I & II ~ September 18-22 & September 25-30
- OUTCOME: 31 overseas visitors
FAM Trips
- FloSports FAM Trip ~ August 4-7, 2022
- Clyde Best Film Project ~ September 16-24
- Free Anchor Films – WTS FAM Trip ~ September 24-28
- Links DAO FAM Trip ~ September 27-29, 2022
Group Sales Engagement & Highlights
January 9-12 | PCMA - Professional Convention Management Association (Las Vegas, NV)
- 2,300 in person participants
- Education Content and Networking Events
- Chapter Receptions
March 2 | Northeast CVB Representatives Luncheon (Manhattan, NY)
- Organisation members are CVB/DMO and Hotel Partners
- Industry Partners were given 3 minutes to highlight 3 Top Things to Know
- 35 Attendees; Literature disseminated via USB
March 22 | MPI New Jersey MEETS Conference (Atlantic City, NJ)
- 52 Meeting Planners
- Education Sessions & Networking
March 22 | The Kellan Company (Association) Virtual Meeting
- Participating Hotel Partners – St. Regis, Grotto Bay, Rosewood, The Loren, Hamilton Princess, Fairmont Southampton, Cambridge Beaches
- PowerPoint presentation – 12 Associates
March 30 | MICE Canada Virtual Meeting
- Joint initiative with Reach Global Marketing
- Participating Hotel Partners – St. Regis, Grotto Bay, Rosewood, The Loren, Hamilton Princess, Fairmont Southampton, Cambridge Beaches
- 27 Meeting Planners PowerPoint presentation
- RFP received post meeting – April 2023/260 room nights/116 people (Tentative)
April 6-9 | Society Incentive of Travel Excellence ISA (Incentive Summit Americas) (Beaver Creek, CO)
- Sessions regarding Incentive Market
- Speakers and panels
- 111 attendees; 37 Buyers (Planners)
April 11–14 | CVENT Connect (Las Vegas, NV)
- 2,300 in person attendees (Suppliers/Planners)
- 15 – 1:1 scheduled meetings; Educational Sessions/Networking
- RFP received post event; April 2023/66 room nights/26 people – Awarded to St. Regis
May 1–3 | Smart Meetings National East 3 Day Event (Miami, FL)
- 103 Attendees (44 Buyers)
- 25 – 1:1 meetings with buyers; networking events
- Literature disseminated via USB; 10 for 10 promotion
- BTA marketing opportunities with ads and banners on site promoting
May 9–11 | HelmsBriscoe ABC (Annual Business Conference) (Las Vegas, NV)
- 300+ Attendees (140 Meeting Planners)
- 22 – 1:1 meetings with Associates (10 for 10 promotion)
- Upcoming virtual meeting with Northeast Team August 16
May 24–26 | ALHI Northeast Road Show
- Luncheon – Philadelphia PA 5/24
- 30 Meeting Planners/Decision Makers
- Literature disseminated via USB; 10 for 10 promotion
- Reception – Morristown NJ/5-25
- 43 Meeting Planners/Decision Makers
- Literature disseminated via USB; 10 for 10 promotion
- Reception – Morristown NJ/5-25
- 21 Meeting Planners/Decision Makers
- Literature disseminated via USB; 10 for 10 promotion
- Reception – Stamford CT/5-26
- 17 Meeting Planners/Decision Makers
- Literature disseminated via USB; 10 for 10 promotion
July 10 | Institute for Private Investors & Campden Wealth
- Hosted Reception/Dinner at Grotto Bay
- 60 attendees
July 14 | Virtual PowerPoint Presentation with ALHI (Associated Luxury Hotel International) Associates
- Discussion about Bermuda industry updates
July 18–20 | Association Management Companies - Engage Conference/Detroit Michigan (Donna Douglas)
- Engaged with industry leaders through educational sessions and networking opportunities
August 16 | Virtual PowerPoint Presentation with HelmsBriscoe Northeast Representatives (Donna Douglas)
- Industry Updates
- 8 Team Members participated; 26 associates received presentation
August 20–23 | ASAE (American Society of Association Executives) Annual Meeting & Exposition partnership with ALHI - Associated Luxury Hotels International (Donna Douglas)
- 4,000 plus attendees Convention Center Nashville, TN
- Association Professionals and Industry Partners exchanging knowledge, resources and solutions
- Information disseminated via USB
August 22–24 | ALHI Executive Women in Leadership Program
Attended by senior level female leaders from the US corporate meetings and incentive marketplace as well as directors of leading associations. A 2-night program fosters growth, both personally and professionally, authentic relationships and networking, along with an open forum to share ideas and leadership strategies (Hazel Clark)
September 12–16 | Luxury Wedding/Event Designer - Familiarisation Trip (Donna Douglas)
- Hosted 5 designers/1 ALHI Associate to showcase hotels and offsite venues
- Establish relationships with clients in key/direct feeder markets to increase destination weddings; Engaged with local planners to develop future business
September 15–18 | Rogues – Site Visit (Donna Douglas)
- Participants – Doctors, Lawyers and Judges (repeat business)
- November 2023/150 – 175 people
- Participants – African American Doctors, Lawyers and Judges (repeat business)
September 18–21 | BTA/Hamilton Princess Collaborative FAM (Jallande Greaves)
- 3 high end meeting planners
- Two active leads for April 2023 totaling 513 room nights.
- BTA conducted site visits with additional luxury properties as a requested.
September 27 | Superyacht Finance Forum hosted by Marine Money Magazine
We collaborated with the Bermuda Shipping & Maritime Authority to deliver a Bermuda presentation. Networked at the event attended by lawyers, financiers, and ship builders mainly who are all a part of advising and influencing the superyacht industry. (Jill Dill)
September 28–30 | Monaco Yacht Show
Attended several meetings, networking events and sponsored events. Bermuda is the destination sponsor of Boat International’s Owners Club and Captain’s Reception. The events are exclusive to Superyacht owners and captains. (Jill Dill)
October 3-5 | Resources CHTA
San Juan, Puerto Rico | The Caribbean’s largest tourism marketing event
- Donna and Ticole attended
- 30 confirmed 1:1 appointments were conducted
October 11-13 | IMEX America
Las Vegas, NV | The largest trade show in the US for global meetings, events and incentive travel industry
- Donna attended
- 25 confirmed 1:1 appointments were conducted
- BTA joined the ALHI booth & attended partner client activations
October 17-20 | Mid-Atlantic Sales Calls
Washington, DC
- Devin, Jallande & Donna attended
- Conducted 7 sales calls/presentations
- Attended the MPI Potomac Chapter Networking Event-125 in attendance
October 31-November 4 | Resources Southeast Roadshow
Raleigh, NC / Charlotte, NC / Greenville, SC / Atlanta,GA
- Donna attended
- Partnered with Hamilton Princess and Cambridge Beaches
- Met with clients seeking island locations for future group business
November 15-19 | Dream Weekend FAM Trip
Bermuda
- Jallande & Donna attended
- Showcased the island to team from Jamaica who are actively looking to host a VIP Dancehall week in Bermuda
- Scouted potential locations for their events, met key players in the local entertainment scene and connected with high level government officials
November 27-December 1 | Hills Balfour FAM Trip
Bermuda
- Devin & Jallande attended
- Hosted 6 tour operators and travel agents from the UK
- All were first time visitors to the island
December 7 | SITE Northeast Chapter Falliday Soirée & Silent Auction
New York, NY
- Donna attended
- Networking event with meeting planners and suppliers
- Partnered with hotel partners Rosewood and Fairmont Southampton
December 8 | Northeast CVB Reps Holiday Event
New York, NY
- Donna attended
- 35 participants from various organisations attended the networking event
Sports Sales Engagements & Highlights
January 25-28 | PGA Merchandise Show Orlando, Florida
Joined by
Donna Douglas – Assistant Director of Sales | BTA
Tina Thatcher- Relationship Advisor |PGA Magazine
Ann Mabry- Managing Director |Premier Golf
- Meeting with the Executive Director of Philadelphia PGA Section in the PGAM Booth
- Meeting with Senior Relationship Manager, PGA Magazine RE: Ambassador Program Total Package
- Lunch with Influential golf professionals
- Meeting with CEO, PGA Magazine and Managing Partner, Ellison Consulting Group LLC
- Meeting with Director of Golf Saucon Valley CC
- Dinner with Philadelphia PGA Section & Executive Directors from Key Markets
- Breakfast with Marty Hackel | Golf Guidance Group
- Meeting with Susan Bond, Relationship Advisor | PGA Magazine RE: New Event Opportunities, Womens Leaders Platform
- Lunch with The Taplow Club –A group of influential golf professionals from the highest- level clubs along slide PGA Magazine CEO, Rick Summers
March 8-9 | PGA Players Partner Forum Ponte Vedra Beach, Florida
Joined by Jevon Roberts – Sponsor & Player Relations Director | Butterfield Bermuda Championship
- Networking, Social Events and Partner Forum
March 11-12 | 2022 NCAA Division Indoor Track & Field Championships
Joined by:
Mia Bean – Secretary | Bermuda National Athletics Association
Robert Wagner – Head of Astra Partners Global Events
- Conducted meetings with USATF Officials and Executive members to gauge interest and feasibility in developing the USATF Bermuda Games for April 2022
March 28 | PGA Philadelphia Section: SPRING MEETING & GOLF Lafayette Hill, PA
Joined by Tina Thatcher – Relationship Advisor |PGA Magazine
- BTA stationed at a vendor table with signage. Sponsors were not a part of the business meeting but had access to the golf professionals before, during scheduled breaks, and throughout lunch and the golf activities following the day of meetings.
- Lunch meetings in Philadelphia Area with golf professionals
March 29 | PGA Luxury Golf Partner Dinner Westchester Hills Country Club, White Plains NY
Joined by Tina Thatcher – Relationship Advisor |PGA Magazine
- Dinner with six golf professionals, six members and two PGAM representatives at Westchester Hills Golf Club
March 30 | PGA Luxury Golf Partner Dinner Montclair Golf Club, West Orange NY
Joined by Tina Thatcher – Relationship Advisor |PGA Magazine
- Dinner with six golf professionals, six members and two PGAM representatives at Montclair Golf Club.
June 23-26 | USATF Track & Field Eugene, Oregon
Joined by Dr. Freddie Evans – President | Bermuda National Athletics Association
- Furthering Business Development relationships with Nike and USATF to foster continuing discussions regarding the planning of USATF Bermuda Games 2023
Activity Planning
Triathlon Planning – Endurance Signature Event
- Planning preparations went into overdrive in Q3, for the return of the World Triathlon Series (WTS) which had been twice pushed back due to pandemic-induced challenges.
- The BI&T Division provided project management support for the high-profile international event set to bring >100 elite athletes to the island and support local involvement activations.
- The Hamilton Visitor Service Centre will serve as the VIP venue for the WTS Event in Q4
October 2022 | (PTO) Professional Triathletes Organisation
- Presentation to WTS Executive Team with Sam Renouf
April 27-29, 2023 | Black Golfer's Week
- Pivot Plan for new dates, marketing and sales efforts
Other:
- WTS Weekly Staff Meetings
- Maritime Strategic Plan
- Comprehensive Sports Sponsorship Strategy and Associated Sponsorship Decks
- USATF Bermuda Games
- Winter Golf Product Development
Sports Business Development Strategy
Ten priority sports are defined through the National Tourism Plan and the sports business development strategy. Four sports have been identified to afford Bermuda the opportunity to own the vertical in the sport, from pinnacle events and partnerships to leisure visitors taking part in the sport.
Those are:
- Golf
- Endurance
- Sailing, and
- Tennis
In addition to the four priority sports, additional focus sports offer opportunities for the development of Team Training business. In fact with the success of the inaugural USATF Bermuda Grand Prix event earlier this year, opportunities for track and field events have shown growth potential.
The sports business development strategy guides our efforts and enables a more targeted and practical approach. Extensive data input was considered in building data-driven profiles for sports groups and events that fit Bermuda. The sports strategy has been our guide in our proactive efforts. We will also be open to evaluating other sports opportunities that present themselves to Bermuda with the same criteria.
Maritime Sports Fishing – Triple Crown Billfish Tournament
- July 2022
- 43 teams participated in at least one leg of the annual tournament
- 32 sport fishing yachts between 60ft – 89ft arrived from overseas to participate
- One 125ft motor yacht traveled to Bermuda for the event
- The Bermuda Billfish Release Cup saw 9 overseas boats compete with proceeds from the tournament generating
- $7,500 to local charity, Bermuda Sloop Foundation
- 500 room nights were generated by the event
- $5.5 million estimated economic impact
PGA Magazine Women Leaders Pro-Am / Bermuda
- Added a new women’s pro-am to our calendar in November 2022
- Event brought over 80 participants to the island for a celebration of female development in the game of golf.
- Each team featured a female professional and a robust itinerary of activities was provided to enhance the attendees experience in Bermuda.
World Triathlon Series 2022 / Bermuda
- Our pinnacle World Triathlon Series event returned to the island attracting more than 106 athletes and our strongest women’s field to date
- Attracted international visitors despite challenges of air lift and hotel capacity.
- Engaged our community through a variety of programs designed to inspire the next generation.
- Bermuda’s golden girl Flora Duffy won which helped to fuel national pride and continue to solidify Bermuda as a leading sports destination.
