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2 16 09 CVB Work Session Materials_Business Plan Planning Process & Business Plan Statement of Purpose Assist the community with tourism growth and development. Promote the Dubuque area as a great place to experience. Facilitate tourism partnerships. Be an information repository for the tourism industry. Drive new money to the community. Be a leader in shaping the Dubuque area’s image. Be a catalyst for service excellence. The Convention & Visitors Bureau will lead tourism destination promotion and development to enhance and expand the Dubuque Area experience. Mission Statement 2005 Marketing Opportunities 1. Marketing Plan 2. Radio Promotion | In Trade 3. Regional Co-Op 4. Travel Packages Critical Success Factors Identify, Engage & Communicate the Return on Investment to our Members/Stakeholders Create & Implement Marketing Plan to Increase Tourism Provide Education on Product and Service Excellence Be the Leading Authority for Regional Tourism Financial Sustainability Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Identify, Engage & Communicate the Return on Investment to our Members/Stakeholders Goals: Maintain & Develop Active Stakeholders Identify & engage less active stakeholders Share information from industry to all stakeholders Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Attend industry related meetings Assist the membership division in the recruitment and retention of Chamber member businesses 6. Promote a section of the website that provides tourism statistics and resources for members. Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Create & Implement a Marketing Plan to Increase Tourism Goals: Increase the number of travelers to the Dubuque area from 1.6 million to 1.7 million annually and travel expenditures to the area from $236 million in 2006 to $325 million by FY20011. Promote the Dubuque area as a multi-day group tour destination to generate 3,000 mid-week group tour room nights annually. Business Plan Dubuque is a city of… History Beauty Opportunities Excitement 3. Promote the Dubuque area as a state-of-the-art meeting and conference destination to generate a minimum of 70,000 delegates annually. Increase Communication between all stakeholders and deliver consistent messages for Dubuque as a destination. 5. Increase Awareness of Dubuque and the surrounding area. Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Redefine/reposition Dubuque as a destination. Develop Sports Marketing Program to continue to grow and attract sports events. Conventions 55,000 convention delegates all ready booked for 2009. Economic impact of the 55,000 delegates is $48 million. The CVB works closely with 75 groups annually through the RFP process. 60% conversion rate to firm booking. Heritage Club Prestigious bank travel planner convention. 220 attendees in 2011. Reciprocal return on investment. Request for Proposal Sample RFP Cover Package Web-Site Events | PR & Marketing Collateral Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Provide Education on Product and Service Excellence Goal: Provide community education to improve the Visitor experience. Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Be the Leading Authority for Regional Tourism Goals: Provide on line access to tourism industry data Continually survey the membership on their info needs and adjust data accordingly. Position the CVB as an information clearinghouse for the community. Lead the development of a tri-state tourism marketing plan. Tri-State Tourism Council Web Site Calendar of Events Themed Itineraries www.tristatetourism.com Map/Brochure Tri-State Tourism Council Tri-State Tourism Council Education | Agricultural Tours POW WOW Other national trade show opportunities Dave Lange & Dick Landis Summer 2016 Olympics Mississippi River is an international attraction. Tours with consumer appeal. Regionalized Tourism Iowa Meeting Association President| Rahe Iowa Group Travel Association Board of Directors | Kronlage Team Iowa Board Members | Rahe & Simmons Regionalized Tourism Travel Federation of Iowa Area Representatives | Rahe & Kronlage Legislative Showcase Eastern Iowa Tourism Association President 2008-9 | Kronlage Tri-State Tourism Council Members Regionalized Tourism Out-of-State Marketing Campaign Television :30 Commercials Chicago & Minneapolis Markets in Spring 2009 WGN Radio Received $5,000 matching grant Spring 2009 Chicago Sun Times Midwest Destination Guide Insert Spring & Fall 2009 PR Meetings Mid America January/February Issue 3 page article on Eastern Iowa. Despite historic flooding, we are open for business. Destinations A National Motorcoach publication December 2008 PR Going on Faith A national newspaper for faith-based travel planners. January 2009 2 page article Midwest Living Full Page Spread in the Spring ‘Best of the Midwest’ Issue Business Plan Dubuque is a city of… History Beauty Opportunities Excitement Financial Sustainability Goals: Develop a regionalized plan to promote the Tri-State area with an aggressive marketing program funded by various investment opportunities. Explore revenue opportunities with packaging of tours. Outline advertising efforts for future as long-term and short-term 2005 Marketing Opportunities 1. Marketing Plan 2. Radio Promotion | In Trade 3. Regional Co-Op 4. Travel Packages Critical Success Factors Measurements Number of members Track participation Hotel Tax Convention & meeting numbers Visitor expenditure studies IDED reports Survey Customers Number of requests for information Web-site hits Occupancy rates Critical Success Factors New Programs … Marketing & PR Web Marketing – Facebook, MySpace, Flickr, YouTube [potentially create a DBQ Channel on YouTube]. Hospitality One on one front line training from the CVB. Incorporate human interest stories to help with front line employee training. Fax or email upcoming events to front line employees; provide a sleeve for the printed product. Group Sales Cultivate a MPI [Meeting Planners International] Chapter in Eastern Iowa. Internet marketing of groups. Target more Religious Groups. Expand advertising to more major markets – Madison, Milwaukee and Minneapolis. Sports Marketing Involve all areas of Dubuque County in events. Attend sport trade shows. Independent site tours for Sports Marketing. Create a collateral piece outlining sport facility resources. Sports Marketing Create an Olympic Task Force in preparation for October 2009 announcement of location of the 2016 Summer Olympics. Dubuque would be an optimal choice for team pre-training. Creation of New Events including America’s River Festival Triathalon and additional USA Archery Events. Budget | Income FY 2008-2009 City Loan 35,000 Bureau Services 14,000 Retail Sales 35,500 Co-op Programs: 170,000 Grants 50,000 City of Dubuque 766,453 Dubuque County 25,000 TOTAL INCOME: 1,095,953 FY 2009-2010 City Loan 35,000 Bureau Services 17,000 Retail Sales 35,500 Co-op Programs 213,000 Grants 156,500 City of Dubuque 783,654 Dubuque County 25,000 TOTAL INCOME 1,265,654 Budget | Expenses FY 2009-2010 Convention Marketing 155,500 Group Tour Marketing 26,700 Independent Traveler 498,500 Awareness Development 109,500 Personnel 385,703 Administrative 73,030 Support Services 73,984 TOTAL EXPENSES 1,322,917 FY 2008-2009 Convention Marketing 138,500 Group Tour Marketing 18,000 Independent Traveler 392,500 Awareness Development 50,000 Personnel 411,695 Administrative 80,295 Support Services 65,268 TOTAL EXPENSES: 1,156,258 Budget | Totals FY 2008-2009 TOTAL INCOME 1,095,953 TOTAL EXPENSES 1,156,258 NET -64,305 FY 2009-2010 TOTAL INCOME 1,265,654 TOTAL EXPENSES 1,322,917 NET -57,263 Expenses | Convention Marketing FY 2008-2009 Convention Marketing Assoc. Marketing 14,000 Corporate Marketing 13,500 Bid Process 13,500 Promotional Tools 14,000 Convention Services 5,000 Hometown Hero 3,500 Sports Marketing 75,000 TOTAL 138,500 FY 2009-2010 Convention Marketing Assoc. Marketing 15,000 Corporate Marketing 17,000 Bid Process 14,500 Promotional Tools 15,000 Convention Services 10,000 Hometown Hero 4,000 Sports Marketing 80,000 TOTAL 155,500 Expenses | Group Tour Marketing FY 2008-2009 Group Tour Marketing NTA/ABA/Bank Travel Going on Faith 11,000 Group Leader Development 7,000 Publications 0 TOTAL 18,000 FY 2009-2010 Group Tour Marketing NTA/ABA/Bank Travel/ Heritage Club/Travel Iowa 17,700 Group Leader Development 7,800 Publications 1,200 TOTAL 26,700 Expenses | Independent Traveler Marketing FY 2008-2009 Independent Traveler Marketing Publications 0 Media Buys 360,000 Chamber Welcome Center 32,500 TOTAL 392,500 FY 2009-2010 Independent Traveler Marketing Publications 0* Media Buys 443,000 Dubuque Promotional CD 25,000 Chamber Welcome Center 30,500 TOTAL 498,500 Expenses | Awareness Development FY 2008-2009 Awareness Development Travel Writers 10,000 Hospitality 10,000 Festivals Task Force 4,000 Education/Staff Dev. 6,500 Local Awareness 9,500 AR Festival 10,000 TOTAL 50,000 FY 2009-2010 Awareness Development Travel Writers 9,500 Hospitality 10,000 Festivals Task Force 59,000 Education/Staff Dev. 10,500 Local Awareness 5,500 AR Festival 15,000 TOTAL 109,500 Expenses | Personnel FY 2008-2009 Personnel Personnel 415,695 Administrative 80,295 Support Services 65,268 TOTAL 557,258 FY 2009-2010 Personnel Personnel 385,703 Administrative 73,030 Support Services 73,984 TOTAL 532,717 Questions