Travel Dubuque Update Work SessionCopyrighted
February 21, 2022
City of Dubuque Work Session - Top # 1.
City Council Meeting
ITEM TITLE: 6:00 PM - Travel Dubuque Update
SUMMARY: Travel Dubuque President & CEO Keith Rahe will provide the
organization's annual presentation.
SUGGESTED
DISPOSITION:
ATTACHMENTS:
Description Type
Travel Dubuque - Work Session-MVM Memo City Manager Memo
Staff Memo Supporting Documentation
Presentation Supporting Documentation
THE C
DUjIBQTE
Masterpiece on the Mississippi
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Travel Dubuque Update — Work Session
DATE: February 16, 2022
Dubuque
WAWca 914
ii
2007-2012.2013
2017*2019
Economic Development Director Jill Connors is transmitting information for the City
Council work session by the Travel Dubuque President & CEO Keith Rahe for Travel
Dubuque's annual presentation.
v
Mic ael C. Van Milligen
MCVM:sv
Attachment
cc: Crenna Brumwell, City Attorney
Cori Burbach, Assistant City Manager
Jill Connors, Economic Development Director
Dubuque Economic Development
Department
THE CITY OF ' 50 West 13th Street
All -America City Dubuque, Iowa 52001-4864
U 1" �1111.
�nx i ts� i r Office (563) 589-4393
DTTY (563) 690-6678
1 'http://www.cityofdubuque.org
2007*2012.2013
Masterpiece on the Mississippi 2017*2019
TO: Michael C. Van Milligen, City Manager
FROM: Jill M. Connors, Economic Development Director
SUBJECT: Travel Dubuque Update —Work Session
DATE: February 15, 2022
Keith Rahe from Travel Dubuque will provide the organization's annual presentation at a
30-minute work session February 21, 2022 at 6:00 p.m.
IRAVEL
WHERE Im
STARTED
Photo: Will Hoyer
Dubuque is
Iowa's oldest
community.
Dubuque was founded in 1833.1hat is 13 years
before the state of Iowa. With our claim as
#WhereIowaStarted comes a unique mash -up
X of old & new, quirky & quaint, traditional &
unconventional. Our neck of the woods is layered
in history and tradition yet celebrates innovation
and forward -thinking. Dubuque is a place unlike
any other, and we can't wait to show folks around.
'(RAVE(
Leading tourism destination, promotion,
X and development to enhance and expand
the Dubuque area experience.
Keith Rahe
President & CEO
Sara Hanten
Vice President of Operations
Julie Kronlage
Vice President of Sales
TRAVEL Tyler Daugherty
Y g Y
x Vice President of Community Engagement
Taylor Kellogg
STAFF Vice President of Marketing
Becky Carkeek
Sales Manager
4,q
Michelle Rahe
Welcome Center Manager
+ MANY DEDICATED PART-TIME EMPLOYEES WHO HELP
WELCOME GUESTS THROUGHOUT THE YEAR
Here are some of the highlights
of what has happened and
what is to come,.
x
THE PROJECTS
"M�'
1V
L A0
hr
toe
mom
rr
traffic
X
FISCAL YEAR 2022
Of the 2021 incoming riverboats (not including the American Lady)
docked at the Port of Dubuque, the area welcomed 12,991 passengers
from throughout the country. There was a total of 102 stops between four
riverboat companies in 2021.
Photo: Evelyn Buday
I �
Ot
5 E V v _
1J ��
oa-t-
traWic
X
FISCAL YEAR 2023
Viking Cruise Lines will make its inaugural debut on the Upper Mississippi
River in 2022, stopping in Dubuque a scheduled 10 times. There will be an
estimated 125 stops between four riverboat companies in 2022.
Photo: Viking River Cruises
f02
field of
dreams game
AUGUST 12, 2021
New York Yankees ffollk
Chicago White Sox
MOST WATCHED 5.9 MILLION NAMED 2021
regular -season game on any viewers for the game BALLPARK OF THE YEAR
network since 2005 by BaseballParks.com
Photo: Major League Baseball
ow field of
dreams game
X
AUGUST 11, 2022
Chicago Cubs 90114
Cincinnati Reds
Photo: Major League Baseball
conve ion
F� meetings
FISCAL YEAR 2022
Affordability and flexibility continue to be reasons why planners choose
Dubuque. While the market was volatile still in 2021 due to COVID,
meetings being rescheduled, and concerns on attendee safety, Dubuque did
still hold its own. It's easy to see why planners choose Dubuque.
conve ion
F� meetings
FISCAL YEAR 2023
While we still aren't out of a recovery yet on meeting in -person, we do look
to have a decent 2022 with larger conventions coming into the community.
Iowa Illinois Safety Council
Iowa Association of Business & Industry
May 2022
June 2022
400 people
600 people
Iowa Association of County Conservation Boards September 2022 300 people
Growing Sustainable Communities Conference October 2022 350 people
i
fts-Wr cities
0
committee
OVERVIEW
The City of Dubuque has three established Sister City
A D R I E N N E B R E I T F E L D E R
BECKY CARKEEK
relationships. Handan, China; Pyatigorsk, Russia; and Dornbirn,
S H E I LA CASTAN E DA
Austria. Travel Dubuque meets with the Sister Cities Committee
S U S A N FA R B E R
KEVIN FIRNSTAHL
to help further the mission of promoting this initiative and plan
J E F F J C H U M
programming like the 2022 Sister Cities Photo Exhibit.
F�
DICK LANDIS
PHYLLIS LEE
IRINA OUAHBI
LOUISE THORN
JEFF WALTERS
ANNALEE WARD
Photo: Sister City Handan, China
m
sister cities
photo exhibit
X
OCTOBER 14-16, 2021
300 people were in attendance for the three day event. The photo exhibit
provided a welcoming environment for all that formed partnerships within
the business community, educational institutions, and enhanced our Sister
City relationship by maintaining cultural exchanges through photographs.
175K
users to
travelclubuque.com
94.6% increase from 2020
efforts lftwwav
ANALYTICS FOR 2021
206K
sessions on
travelclubuque.com
80.4% increase from 2020
51K
engagements across
Facebook & Instagram
29.4% increase from 2020
1.28M
impressions across
Facebook & Instagram
14.4% increase from 2020
Photo: Mackenzie Johanningmeier
X
GOALS GOING FORWARD
t
Focus on content marketing - work to improve existing
content, generate new content, and expand across
platforms.
3
Develop an inclusive image across all creative through
tone, imagery, and content.
2
Create and/or continue presence on social media
including Facebook, Instagram, TikTok, and Pinterest to
increase organic and paid impressions.
4
Create strategic ad buy to tell the story of
#Where I owaSta rted and promote it as a destination
for travel.
Photo: Alex Dixon
to
7 �q
os
roes
rR AIN'
New brewery &winery
pass for Dubuque County.
os
marketi*ng
efforts
X
NICHE MARKETING INITATIVES
lO6EST
SERIES
Themed lists of the ' 10 Best' in a
category voted on by the public.
f0
I I
pUBUQUE
Shop Local campaign taking
place over the holidays.
F9
Photo: Captured by Corbin
L�
1•
group
tours
X
HISTORIC PROGRESSIVE DINNERS
Since its inception in the 1970's, by Jerry Enzler, this event is still one of the best in the country.
Looking ahead this event will continue to be one of the best in country, with the addition of a
new stop at the 7 Hills Event Center to celebrate the history of manufacturing in Dubuque.
16 23
groups booked groups booked
in FY 2022 in FY 2023
liiiiiiiiialvm=5 -�
V
annual rotating
mural
M
FISCAL YEAR 2022
Voices Productions and Travel Dubuque joined in partnership to launch a
rotating mural initiative in downtown Dubuque. The wall that hosts this
ongoing mural exhibition is located at 105 Locust Street in downtown
Dubuque. This large south facing wall acts as an exciting "artistic gateway"
for travelers entering Dubuque.
P-�.W:010'r
rp
� f
mu igjaki"
trail
X
FISCAL YEAR 2023
The Street Art Route will be a way for visitors and locals to engage with the
street art in a more meaningful way. Developing signage, printed materials,
and interactive apps will allow the mural experience throughout Dubuque to
become a connected destination that becomes a unified destination for the
art enthusiast and novice.
i
ir events
KI
HIGHLIGHTS
DockDogs World Championships
Mines of Spain 100
Retro Rewind
Special Olympics Iowa
Theisen's Snocross National
Winter Iowa Games
Dubuque On Ice BrewFest
October 12 - 17, 2021
October 15-16, 2021
January 8, 2022
January 10-11, 2022
January 14-15, 2022
January 29-30, 2022
February 19, 2022
I
Photo: @malspalschmid
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UPCOMING
Dueling Dog World Championships April 15-17, 2022
Julien Dubuque International Film Festival April 20-24, 2022
Vintage Torque Fest April 29-30,2022
American Rivers Outdoor T&F Championships May 12-14, 2022
Food Truck Friday May - September 2022
Mississippi River Classic June 4-5, 2022
HOG Rally July 21-24, 2022
Beyond the Game August 11-12, 2022
DockDogs Worlds Championships October 9-16, 2022
to
staff
updates
x
Becky Carkeek was promoted to Sales Manager within the organization
allowing Michelle Rahe to fill the Welcome Center Manager role.
�:. BECKY CARKEEK MICHELLE RAHE V,
SALES MANAGER WELCOME CENTER MANAGER,. _--
Photo: Smokestack
Here are the results of the
tourism industry impact that
have been reported to date.
x
THE DATA
Origin Location
VISITOR HEAT MAP
a nary
i,
NGTON
N a0
IDAHD
NEVADA
ORNIA I.:Is Vegas
D
MONTANA
Sall Lake City
a
UTAH
Los Angeles ARIZONA
San Diego Ph t
Tucson
QUEUEC
ftegna
u
Winnipeg
Gathered from Buxton
_ Mobilytics which analyzes
mobile foot traffic data.
NORTH
DAKQTA Quebec City
Origin location for visitors in the
MINNESOTA downtown area with households
y � ptkaw8
M lis moo real =
SOUTH + W0s NSI "# ' 'MAI greater than 30 miles from
` DAKOTA • � 0 Toronto V RMDNT January 1, 2021 to December
• MICHIGAN p NEW
� HAMPSHIRRE 31 2021.
WYOMfNG
* _ dill,
��' • "I%
NEW YORK
r
90.
MASSACHUSETTS
` r
NESRASKA
'b 4 CT R1
•
'. ............
' '
+ PFNNSYLVANiA New York
•
L$ *LN
HIO Philadelphia
Sln1ted
_
States
'*
�TfA
Indianapolis
MARYI AN6
CQLfJRA00
KANSAS
IS
MISARII
WEST 1 DE
VIRGINIA Washington
*
KENTUCKY
VIRGINIA
..t No ille
OKLAHOMA *
TENNESSEE
NORTH
Albuquerque '
* CAROLINA
ARKANSAS
Charlotte
NEW MFKICO
Atlanta 5OUFH
MISSISSIPIF, I
CAROLINA
Dallas
...............
Al ASAh9A
GFORGIA
n
Origin Location
VISITOR Y MARKET
18%
13.5%
9%
4.5%
17.77% 11.69% 10.02% 9.9% 6.59% 5.64% 4.03% 3.0t% 216% 1.73%
Cedar Rapids, Davenport, Rock Madison DMA Chicago DMA Des Moines, Milwaukee DMA Rockford DMA Minneapolis, La Crosse, Green Bay,
Waterloo, Island, Moline Ames DMA St. Paul DMA Eau Claire DMA Appleton DMA
Dubuque DMA DMA
Gathered from Buxton Mobilytics which Origin location for visitors in the downtown area
analyzes mobile foot traffic data. with households greater than 30 miles from
January 1, 2021 to December 31, 2021.
Relative Volume
AVER YEAR
Gathered from Buxton
Mobilytics which analyzes
mobile foot traffic data.
Compares visit volume from
2020 to 2021 in the downtown
area with households greater
than 30 miles from January 1,
2021 to December 31, 2021.
Travel Related
►ITI," 4a
2020 numbers are calculated with an updated report from the State of Iowa.
STATE TAX
LOCALTAX
EXPENDITURE S
EMPLOYMENT
MILLIONS
THOUSANDS
MILLIONS
MILLIONS
2009
$254.03
2.76
$12.69
$3.62
2010
$275.28
2.71
$13.03
$3.78
2011
$302.43
2.8
$13.57
$4.02
2012
$320.56
2.84
$14.32
$4.19
2013
$319.21
2.82
$14.06
$4.20
2014
$329.01
2.83
$14.72
$4.28
2015
$329.27
2.87
$18.35
$4.49
2016
$338.14
2.87
$18.35
$4.49
2017
$351.76
3.00
$20.23
$4.83
2018
$365.75
2.98
$20.28
$4.95
2019
$379.31
2.99
$21.39
$5.15
2020
$281.02
2.43
$23.03
$25.90
ACCORDING TO THE ECONOMIC IMPACT OF TRAVEL ON IOWA COUNTIES REPORT RELEASED BY IOWA ECONOMIC DEVELOPMENT AUTHORITY IOWA TOURISM OFFICE
*2020 NUMBERS RESULTED FROM USING A SLIGHTLY DIFFERENT (MORE ACCURATE) REPORTING METHOD AND FORMULA
Hotel /Motel
-jvPAN CY
STR REPORT*
DUBUQUE
DUBUQUE
JANUARY
32.6%
37.8%
45.3%
FEBRUARY
37.0%
37.4%
50.2%
*STR Report is a benchmarking report
for the following counties in Iowa.
MARCH
44.7%
46.6%
31.7%
This data is compiled and shared
APRIL
50.0%
50.4%
16.2%
with Travel Dubuque each month.
MAY
54.0%
54.6%
22.6%
Black Hawk County
JUNE
63.6%
68.9%
40.8%
Dallas County
Dubuque County
JULY
67.3%
69.5%
53.9%
Johnson County
AUGUST
61.2%
61.9%
53.4%
Linn County
SEPTEMBER
57.7%
62.7%
49.8%
Polk County
Pottawattamie County
OCTOBER
57.6%
65.7%
55.5%
Scott County
NOVEMBER
49.4%
48.6%
33.0%
Story County
DECEMBER
40.7%
43.1 %
28.6%
Woodbury County
Mh.
51.3%
•.
..
Hotel /Motel
TIC ORD
S
2009
375,837.07
322,341.46
400,794.24
503,933.85
$1,602,906.50
4.29%
2010
389,679.15
324,596.37
404,245.24
518,788.76
$1,637,309.40
2.15%
2011
374,557.05
307,708.45
410,898.53
530,692.82
$1,623,856.80
-.82%
2012
379,651.02
347,241.16
421,221.85
568,104.39
$1,716,218.30
5.68%
2013
404,970.72
359,852.50
493,880.87
584.729.04
$1,843,433.13
7.41 %
2014
440,800.99
370,236.72
501,029.41
607,621.35
$1,919,688.47
4.14%
2015
454,030.15
377,633.27
514,478.23
613,212.18
$1,959,353.83
2.06%
2016
464,711.31
383,975.76
544,614.42
643,111.35
$2,036,612.84
3.94%
2017
473,507.51
399,920.08
562,398.34
662,350.29
$ 2,098,176.22
3.02%
2018
464,723.70
418,985.63
581,982.38
686,142.38
$2,151,834.09
2.56%
2019
522,177.53
416,255.11
615,217.82
715,424.36
$2,269,044.82
5.45%
2020
511,764.40
434,356.77
624,924.16
671,514.53
$ 2, 242, 259.86
-1.18%
2021
404,586.56
449,115.14
588,357.21
848,825.50
$2,290,784.41
2.16%
2022
631,492.82
194,054.14
443,233.28
526,966.16
$1,795,746.40
-21.60%
2023
407,306.41
326,568.27
775,203.73
921,984.35
$ 2,431,062.76
35.38%
Here is the budget that will
allow us to continue our impact
in fiscal year 2023.
X
THE BUDGET
Fiscal Year 2023
BUDGE
INCOME
Dubuque County
Grants
Gift Shop/Welcome Center
Co-op Programs
Bureau Services
CVB Events
Hotel/Motel Tax
Brochure Distribution
Progressive Dinners
PPP Loan Forgiveness
Interest
TOTAL INCOME
AS OF 12.31.2021 FY22 APPROVED FY23 PROPOSED
60,000.00
60,000.00
52,972.00
50,000.00
50,000.00
20,252.97
11,000.00
20,000.00
28,500.00
35,000.00
25,000.00
96,244.00
102,500.00
184,000.00
14,072.03
10,000.00
10,000.00
584,150.00
1,168,300.00
1,417,104.00
2,250.00
5,000.00
5,000.00
8,823.58
14/000.00
18,550.00
124,335.20
262.30
240.00
240.00
931,862.08
1,456,040.00
1, 789, 894.00
Fiscal Year 2023
GE IIF
EXPENSE
Convention Marketing
Tri-State Champion
Bid Process
Corporate Marketing
Associate Marketing
Convention Services
Military Reunions
Growing Sustainable Conf.
Total Convention Marketing
Sports Commission
Group Tour Marketing
Group Leader Development
Tradeshows
Progressive Dinners
Total Group Tour Marketing
AS OF 12.31.2021 FY22 APPROVED FY23 PROPOSED
150.00
500.00
2,500.00
457.88
8,500.00
8,000.00
2,287.38
10,000.00
17,000.00
3,083.93
2,500.00
3,500.00
3,442.68
3,500.00
3,550.00
0.00
2,000.00
1,500.00
4,220.00
25,000.00
25,000.00
13,641.87 52,000.00 61,050.00
58,442.96 85,000.00 128,900.00
33,290.71
11,000.00
52,250.00
9,988.22
10,695.00
12,295.00
7,846.10
8,000.00
12,660.00
51,125.03
29,695.00
77,205.00
Fiscal Year 2023
BUDGE 'IF
Marketing
Media Buys
Website
Total Marketing
Awareness Development
Local Awareness
Education/Staff Development
Hospitality
CVB Events
Gift Shop/Welcome Center
Brochure Distribution
Sister City
Total Awareness Development
AS OF 12.31.2021
117,232.43
1,512.93
FY22 APPROVED
175,000.00
5,000.00
FY23 PROPOSED
245,000.00
5,000.00
118,745.36 180,000.00 250,000.00
3,171.76
5,300.00
6,000.00
9,527.20
15,500.00
18,000.00
3,100.00
3,500.00
57,156.30
19,000.00
40,000.00
13,570.97
9,275.00
12,000.00
0.00
500.00
500.00
7,403.27
5,000.00
5,000.00
90,829.50
57,675.00
85,000.00
Fiscal Year 2023
GE 'IF
Salaries & Benefits
Salaries
Payroll Tax Expense
Health & Dental Insurance
Life/STD & LTD Insurance
Pension Contribution
Total Salaries & Benefits
Administrative
insurance
Postage
Accounting & Legal Services
Parking
Total Administrative
AS OF 12.31.2021
267,846.24
21,890.83
33,977.96
2,385.08
17,255.44
343,355.55
5,974.00
3,780.67
11,240.95
4,043.00
25,038.62
FY22 APPROVED
553,400.00
44,710.00
66,250.00
4,530.00
29,703.00
698, 593.00
7,210.00
11,975.00
18,000.00
9,600.00
46, 785.00
FY23 PROPOSED
633,802.00
48,105.00
66,250.00
5,094.00
30,140.00
783,391.00
7,400.00
11,500.00
18,000.00
9,600.00
46,500.00
Fiscal Year 2023
BUDGE
Operations
Telephone, Telecommunications
Computer Software/Equipment
Supplies
Total Operations
Facilities
Welcome Center Rent
Storage Space Rent
3rd & Main Condo Association
Utilities
Office Maintenance
Total Facilities
Depreciation Expense
Interest Expense
TOTAL EXPENSE
AS OF 12.31.2021
6,222.85
5,988.81
2,087.67
14,299.33
17,202.00
1,935.00
2,482.14
2,008.09
2,617.47
FY22 APPROVED
15,000.00
10,500.00
5,150.00
30,650.00
34,404.00
3,870.00
5,000.00
6,200.00
6,200.00
FY23 PROPOSED
15,000.00
12,500.00
5,200.00
32, 700.00
34,404.00
3,870.00
5,000.00
6,200.00
6,200.00
26,244.70 55,674.00 55,674.00
12,315.38 22,980.00 22,980.00
199.60 466.00 466.00
754,237.90 1,259,518.00 1,543,866.00
177,624.18 196,522.00 246,028.00
177,624.18 196,522.00 246,028.00
TRAVEL
ThankYou