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2 16 09 CVB Work Session Materials Bussiness PlanPlanning Process & Business Plan Statement of Purpose •Assist the communitywith tourism growth and development. •Promote the Dubuque areaas a great place to experience. •Facilitatetourism partnerships. •Be an information repositoryfor the tourism industry. •Drive new moneyto the community. •Be a leaderin shaping the Dubuque area’s image. •Be a catalystfor service excellence. Mission Statement The Convention & Visitors Bureau will lead tourism destination promotion and development to enhance and expand the Dubuque Area experience. Critical Success Factors 2005 Marketing Opportunities •Identify, Engage & Communicate the Return on Investment 1.Marketing Plan to our Members/Stakeholders 2.Radio Promotion | In Trade •Create & Implement Marketing Plan to Increase Tourism 3.Regional Co-Op •Provide Education on Product and Service Excellence 4. Travel Packages •Be the Leading Authority for Regional Tourism •Financial Sustainability Business Plan Identify, Engage & Communicate the Return on Dubuque is a city of… Investment to our Members/Stakeholders •History Goals: •Beauty 1.Maintain & Develop Active Stakeholders •Opportunities 2.Identify & engage less active stakeholders •Excitement 3.Share information from industry to all stakeholders Business Plan 4.Attend industry related meetings Dubuque is a city of… 5.Assist the membership division in the recruitment and retention of •History Chamber member businesses •Beauty 6. Promote a section of the website that provides tourism statistics •Opportunities and resources for members. •Excitement Business Plan Create & Implement a Marketing Plan to Increase Tourism Dubuque is a city of… Goals: •History 1.Increase the number of travelers to the Dubuque area from 1.6 •Beauty million to 1.7 million annually and travel expenditures to the area from $236 million in 2006 to $325 million by FY20011. •Opportunities •Excitement 2.Promote the Dubuque area as a multi-day group tour destination to generate 3,000 mid-week group tour room nights annually. Business Plan 3.Promote the Dubuque area as a state-of-the-art meeting and Dubuque is a city of…conference destination to generate a minimum of 70,000 delegates annually. •History 4.Increase Communication between all stakeholders and deliver •Beauty consistent messages for Dubuque as a destination. •Opportunities •Excitement 5.Increase Awareness of Dubuque and the surrounding area. Business Plan 6.Redefine/reposition Dubuque as a destination. Dubuque is a city of… 7.Develop Sports Marketing Program to continue to grow and •History attract sports events. •Beauty •Opportunities •Excitement 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 Provide Education on Product and Service Excellence Dubuque is a city of… •History Goal: •Beauty 1.Provide community education to improve the Visitor experience. •Opportunities •Excitement Business Plan Be the Leading Authority for Regional Tourism Dubuque is a city of… Goals: •History 1.Provide on line access to tourism industry data 2.Continually survey the membership on their info needs and •Beauty adjust data accordingly. •Opportunities 3.Position the CVB as an information clearinghouse for the •Excitement community. 4.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 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 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 Motorcoachpublication •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 Financial Sustainability Dubuque is a city of… Goals: •History 1.Develop a regionalized plan to promote the Tri-State area with an aggressive marketing program funded by various investment •Beauty opportunities. •Opportunities 2.Explore revenue opportunities with packaging of tours. •Excitement 3.Outline advertising efforts for future as long-term and short- term Critical Success Factors Measurements 2005 Marketing Opportunities •Number of members 1.Marketing Plan •Track participation •Hotel Tax 2.Radio Promotion | In Trade •Convention & meeting numbers 3.Regional Co-Op •Visitor expenditure studies 4. Travel Packages •IDED reports •Survey Customers •Number of requests for information •Web-site hits •Occupancy rates New Programs … Critical Success Factors 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 storiesto 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 includingAmerica’s River Festival Triathalonand additional USA Archery Events. Budget | Income FY 2008-2009FY 2009-2010 City Loan35,000City Loan35,000 Bureau Services14,000Bureau Services17,000 Retail Sales35,500 Retail Sales35,500 Co-op Programs:170,000Co-op Programs213,000 Grants50,000Grants156,500 City of Dubuque766,453City of Dubuque783,654 Dubuque County25,000Dubuque County25,000 TOTAL INCOME:1,095,953TOTAL INCOME1,265,654 Budget | Expenses FY 2008-2009FY 2009-2010 Convention Marketing138,500Convention Marketing155,500 Group Tour Marketing18,000Group Tour Marketing26,700 Independent Traveler392,500Independent Traveler498,500 Awareness Development50,000Awareness Development109,500 Personnel411,695Personnel385,703 Administrative80,295Administrative73,030 Support Services65,268Support Services73,984 TOTAL EXPENSES:1,156,258TOTAL EXPENSES1,322,917 Budget | Totals FY 2008-2009 FY 2009-2010 TOTAL INCOME1,095,953 TOTAL INCOME1,265,654 TOTAL EXPENSES1,156,258 TOTAL EXPENSES1,322,917 NET-64,305 NET-57,263 Expenses | Convention Marketing FY 2008-2009FY 2009-2010 Convention MarketingConvention Marketing Assoc. Marketing14,000Assoc. Marketing15,000 Corporate Marketing13,500Corporate Marketing17,000 Bid Process13,500Bid Process14,500 Promotional Tools14,000Promotional Tools15,000 Convention Services5,000Convention Services10,000 Hometown Hero3,500Hometown Hero4,000 Sports Marketing75,000Sports Marketing80,000 TOTAL138,500TOTAL155,500 Expenses | Group Tour Marketing FY 2008-2009FY 2009-2010 Group Tour MarketingGroup Tour Marketing NTA/ABA/Bank TravelNTA/ABA/Bank Travel/ Going on Faith11,000Heritage Club/Travel Iowa17,700 Group Leader Development7,000Group Leader Development7,800 Publications0Publications1,200 TOTAL 18,000TOTAL 26,700 Expenses | Independent Traveler Marketing FY 2008-2009FY 2009-2010 Independent Traveler Independent Traveler MarketingMarketing Publications0Publications0* Media Buys360,000Media Buys443,000 Chamber Welcome Center32,500Dubuque Promotional CD25,000 Chamber Welcome Center30,500 TOTAL 392,500 TOTAL498,500 Expenses | Awareness Development FY 2008-2009FY 2009-2010 Awareness DevelopmentAwareness Development Travel Writers10,000Travel Writers9,500 Hospitality10,000Hospitality 10,000 Festivals Task Force4,000Festivals Task Force59,000 Education/Staff Dev.6,500Education/Staff Dev.10,500 Local Awareness9,500Local Awareness5,500 AR Festival10,000AR Festival15,000 TOTAL50,000TOTAL109,500 Expenses | Personnel FY 2008-2009FY 2009-2010 Personnel Personnel Personnel415,695Personnel385,703 Administrative80,295Administrative73,030 Support Services65,268Support Services73,984 TOTAL557,258TOTAL532,717 Questions