Work Session_Travel Dubuque Annual UpdateCopyrighted
February 20, 2023
City of Dubuque Work Session - Top # 01.
City Council Meeting
ITEM TITLE: 6:00 PM - Travel Dubuque Annual Update
SUMMARY: Travel Dubuque President and CEO Keith Rahe will provide the
organization's annual presentation.
SUGGESTED
DISPOSITION:
ATTACHMENTS:
Description Type
Presentation Supporting Documentation
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WHERE ( STARTED
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Dubuque was founded in 1833. That is 13 years
before the state of Iowa. With our claim as
#Where I owaSta rted comes a unique mash -
Dubuque q
•is X up of old &new, quirky &quaint, traditional
Du�u & unconventional. Our neck of the woods is
lowWs oldest layered in history and tradition yet celebrates
community. 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.
s-'
KEITH RAHE
President & CEO
BECKY CARKEEK
Sales Manager
SARA HANTEN
Vice President of
Operations
WILLIE TIGGES
Content Marketing
Manager
JULIE KRONLAGE
Vice President of Sales
TAYLOR KELLOGG
Vice President of
Marketing
MICHELLE RAHE NOAH WESTHOFF
Director of Guest Services Sports & Events Manager
CARRIE KOELKER
Vice President of
Community Engagement
+ 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
4-At._
17
4-1
�-':.�ia�r =ems. � ■ � 1�
traffic
X
FISCAL YEAR 2023
Total passengers for riverboat dockings in 2022 was 16,282 — an
increase of 3,291 over 2021. The American Lady estimated 24,000
passengers in 2022. To mark 10 years of riverboat cruising returning to
the Mississippi River and the inaugural stops of Viking Mississippi and
the American Symphony, live music was at each of the riverboat stops
for Viking, American Cruise Lines and American Queen Voyages.
72
- - 1
^- I
9AA/1
n a a M
p p m R
traffic
X
FISCAL YEAR 2024
Two new ships will dock in Dubuque this year, including the American
Serenade and the American Heritage. Both ships are a part of the
American Cruise Line Fleet. An estimated 123 stops will take place in
2023 — down two visits from 2022.
02
4
Meld
dreamsgame
AUGUST 11, 2022
Chicago Cubs ffollk
Cincinnati Reds
MOST WATCHED 3.4 MILLION
regular -season game of the year on any viewers for the game
network
FS
•
Photo: Major League Baseball
0 0 0
now"
�.r-,�,.•,.,.�„�,.„„-�.,,._s.,, this is iowa �
balipark, inc.
X
This is Iowa Ballpark, Inc., is a nonprofit organization that was created
to own a multi -purpose stadium that will be available to be used for
amateur and professional baseball, and community and youth athletic,
educational, and cultural events, among other activities. The public and
private partners will have balanced representation on the nonprofit
board, allowing the government bodies and nonprofit development
organizations to actively participate in ownership and oversight.
�.. ter..
165K
users to
travelclubuque.com
r
404
�6-
1 .1y 2cinarketing
efforts
X
ANALYTICS FOR 2022
202K
sessions on
travelclubuque.com
56K
engagements across
Facebook & Instagram
15% increase from 2021
1e5M
impressions across
Facebook & Instagram
13% increase from 2022
w. 'NW.
►04�.
ke ti'o n g
Forts
X
GOALS GOING FORWARD
t
Develop an inclusive image across all creative
through tone, imagery, and content.
3
Create and/or continue presence on social and digital
platforms (including Email Marketing, Facebook,
Instagram, TikTok, and Pinterest) to increase organic
and paid impressions and build Travel Dubuque
minded audiences.
t
2
Focus on content marketing - work to improve existing
content, generate new content, and expand across
platforms.
4
Create a strategic ad buy and marketing plan to tell
the story of #Where I owaSta rted and promote it as a
destination for travel.
4JUB�ovE �
' .�' yy •F��h 1�+�F
,.� .'•i�` ill i.. '. i �!5{.'
40, •
»,a eting
efforts
X
AWARD WINNING
The 2022 Travel Guide won the Travel Iowa
'Outstanding Promotional Material for Metro Award' in 2022.
HISTORIC r
MILLWORK
Y
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nz .�
17
r�
1
7
Le
F� meetings
FISCAL YEAR 2023 & 2024
International International Rural Churches Association
State United Postmasters — Iowa Chapter
State Iowa Illinois Safety Council
National Regional Aquatics Workshop
National American Breweriana Association
Midwest + Canada Great Lakes Chapter of the American Airport Association Executives
State Iowa Grocery Industry Association
State Iowa Library Association
April 14-20
April 21-23
April 25-27
May 7-12
June 13-17
July 26-30
September 11-14
October 11-13
-y � -' r � ' fi 7 J� '1 :�.. • '�4�?. �•�it P�" �. �i'.:
gro
D
FISCAL YEAR 2023 & 2024
Over the last 12 months of 2022, the sales team has gone to tradeshows, greeted motor
coach groups, helped with custom itineraries, and more. Group Tours is filling up for the
2023 calendar, coming from all over the country to check out the river, have a catch at the
Field of Dreams, and explore Dubuque's History! Wisconsin, Minnesota, Michigan, Illinois,
and Iowa are the top 5 states where groups are coming from for 2023.
70
12
11
21985
51970
groups helped
Historic Progressive
City Tours
guests welcomed
caramels delivered
in 2022
Dinners booked in 2022
booked in 2022
in 2022
in 2022
07
USS LST 325
D
RETURNING IN 2023
The LST 325 (the last operational LST of 1,051 built during WWII)
will return to Dubuque in September of 2023. Following its first visit
in August of 2018, the ship saw 16,620 visitors, with 75% of those
individuals from more than 50 miles outside of Dubuque. At the time,
it was the 5th highest -attended stop for the ship. In 2023, the ship will
arrive on Wednesday, September 6, 2023, and will be open to the
public Thursday, September 7 — Monday, September 11, 2023.
events
K1
UPCOMING
Dubuque on Ice Brewfest
Dueling Dog World Championships
Julien Dubuque International Film Festival
Vintage Torque Fest
Mississippi River Classic
Bownanza on the Mountain
Irish Hooley
USS LST 325
Tri-State's Largest Chili Cook -Off
February 25, 2023
April 14-15, 2023
April 26-30, 2023
May 5-7, 2023
June 3-4, 2023
August 18-20, 2023
August 26, 2023
September 7-11, 2023
October 7, 2023
WILLIE TIGGES
Content Marketing
Manager
staff
updates
x
CARRIE KOELKER
Vice President of
Community Engagement
NOAH WESTHOFF
Sports & Events Manager
Here are the results of the
tourism industry impact that
has been reported to date.
X
THE DATA
Travel Related
,mrcivDITURES
MILLIONS
THOUSANDS
MILLIONS
MILLIONS
2007
$253.20
2.73
$12.03
$3.33
2008
$253.66
2.67
$11.61
$3.35
2009
$254.03
2.76
$12.69
$3.62
2010
$275.28
2.71
$13.03
$3.78
2011
$302.43
2.80
$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
2021
$403.21
2.79
$26.61
$32.11
ACCORDING TO THE ECONOMIC IMPACT OF TRAVEL
ON IOWA COUNTIES REPORT RELEASED BY IOWA
ECONOMIC DEVELOPMENT AUTHORITY IOWA
TOURISM OFFICE. *2020 & 2021 NUMBERS RESULTED
FROM USING A SLIGHTLY DIFFERENT (MORE
ACCURATE) REPORTING METHOD AND FORMULA
Hotel /Motel
-jvPAN CY
STR REPORT*
DUBUQUE
DUBUQUE
JANUARY
38.5%
38.9%
37.8%
FEBRUARY
47.6%
49.9%
37.4%
*STR Report is a benchmarking report
for the following counties in Iowa.
MARCH
54.7%
53.8%
46.6%
This data is compiled and shared
APRIL
57.4%
55.4%
50.4%
with Travel Dubuque each month.
MAY
59.6%
59.3%
54.6%
Black Hawk County
JUNE
69.6%
70.5%
68.9%
Dallas County
Dubuque County
JULY
66.5%
71.3%
69.5%
Johnson County
AUGUST
67.1 %
71.3%
61.9%
Linn County
SEPTEMBER
62.2%
65.7%
62.7%
Polk County
Pottawattamie County
OCTOBER
59.2%
64.4%
65.7%
Scott County
NOVEMBER
50.8%
51.1 %
48.6%
Story County
DECEMBER
41.9%
44.3%
43.1 %
Woodbury County
YEAR
Hotel /Motel
TICqWoRDS
2009
375,837.07
322,341.46
400,794.24
503,933.85
2010
389,679.15
324,596.37
404,245.24
518,788.76
2011
374,557.05
307,708.45
410,898.53
530,692.82
2012
379,651.02
347,241.16
421,221.85
568,104.39
2013
404,970.72
359,852.50
493,880.87
584.729.04
2014
440,800.99
370,236.72
501,029.41
607,621.35
2015
454,030.15
377,633.27
514,478.23
613,212.18
2016
464,711.31
383,975.76
544,614.42
643,111.35
2017
473,507.51
399,920.08
562,398.34
662,350.29
2018
464,723.70
418,985.63
581,982.38
686,142.38
2019
522,177.53
416,255.11
615,217.82
715,424.36
2020
511,764.40
434,356.77
624,924.16
671,514.53
2021
404,586.56
449,115.14
588,357.21
848,825.50
2022
631,492.82
194,054.14
443,233.28
526,966.16
2023
407,306.41
326,568.27
775,203.73
921,984.35
2024
691,149.72
584,393.42
718,326.73
899,392.95
* 29.03% Growth from FY20 to FY24
TOTAL
PREVIOUS YEAR
$1,602,906.50
4.29%
$1,637,309.40
2.15%
$1,623,856.80
-.82%
$1,716,218.30
5.68%
$1,843,433.13
7.41 %
$1,919,688.47
4.14%
$1,959,353.83
2.06%
$2,036,612.84
3.94%
$2,098,176.22
3.02%
$2,151,834.09
2.56%
$2,269,044.82
5.45%
$2,242,259.86
-1.18%
$2,290,784.41
2.16%
$1,795,746.40
-21.60%
$2,431,062.76
35.38%
$2,893,262.82
19.01 %
Here is the budget that will
allow us to continue our impact
in the fiscal year 2024,
X
THE BUDGET
Fiscal Year 2024
BUDGE
AS OF 12.31.22
FY23 APPROVED
FY24 PROPOSED
INCOME
Dubuque County
0.00
60,000.00
60,000.00
Grants
49,100.00
50,000.00
50,000.00
Gift Shop/Welcome Center
15,737.12
25,000.00
25,000.00
Co-op Programs
21,800.00
25,000.00
25,000.00
Bureau Services
202,893.05
239,250.00
233,000.00
CVB Events
893.44
10/000.00
10,000.00
Hotel/Motel Tax
607,755.50
1,215,51 1.00
1,446,631.00
Brochure Distribution
800.00
5,000.00
5,000.00
Progressive Dinners
1 1,553.29
18,550.00
19,000.00
Interest
285.10
240.00
300.00
TOTAL INCOME
910,817.50
1,648,551.00
1,873,931.00
Fiscal Year 2024
BUDGE
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
Riverboat Tours
Tradeshows
Progressive Dinners
Total Group Tour Marketing
AS OF 12.31.22
1,300.00
2,049.07
4,873.65
3,779.29
2,214.92
53,365.40
FY23 APPROVED
2,500.00
8,000.00
17,000.00
3,500.00
3,550.00
1,500.00
25,000.00
67,582.33 61,050.00
80,264.42 128,900.00
52,765.95 59,250.00
9,213.44 12,295.00
11,746.01 14,000.00
73, 725.40
85,545.00
FY24 PROPOSED
2,500.00
8,500.00
17,500.00
4,000.00
4,000.00
30,000.00
66, 500.00
110,000.00
3,500.00
70,500.00
15,000.00
15,000.00
104,000.00
Fiscal Year 2024
BUDGET
Marketing
Media Buys
Website
AS OF 12.31.22
105,194.04
1,782.23
FY23 APPROVED
245,000.00
5,000.00
Total Marketing 106,976.27 250,000.00
Awareness Development
FY24 PROPOSED
245,000.00
5,000.00
250,000.00
Local Awareness
3,941.62
6,000.00
6,500.00
Education/Staff Development
14,666.03
18,000.00
22,000.00
Hospitality
3,500.00
3,500.00
CVB Events
44,652.52
40,000.00
45,000.00
Gift Shop/Welcome Center
13,439.37
15,000.00
15,000.00
Brochure Distribution
500.00
500.00
Sister City
5,000.00
5,000.00
Total Awareness Development
76,699.54
88,000.00
97,500.00
Fiscal Year 2024
BUDGET
AS OF 12.31.22
Salaries & Benefits
FY23 APPROVED
FY24 PROPOSED
Salaries
328,548.60
675,821.00
759,155.00
Payroll Tax Expense
25,312.56
54,000.00
60,896.00
Health & Dental Insurance
38,763.56
80,000.00
80,000.00
Life/STD & LTD Insurance
2,486.76
5,094.00
5,500.00
Pension Contribution
15,248.73
30,500.00
37,958.00
Total Salaries & Benefits
Administrative
insurance
Postage
Accounting & Legal Services
Parking
Total Administrative
410,360.21
6,581.00
8,596.07
16,536.15
5,490.00
37,203.22
845,415.00
7,400.00
11,500.00
20,000.00
9,600.00
48,500.00
943, 509.00
7,400.00
12,500.00
21,000.00
11,500.00
52,400.00
Fiscal Year 2024
BUDGET
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 12.31.22 FY23 APPROVED FY24 PROPOSED
5,133.80
15,000.00
15,000.00
8,432.34
20,000.00
20,000.00
3,1 15.76
5,200.00
6,000.00
16,681.90
40,200.00
41,000.00
17,202.00
34,404.00
35,537.00
2,017.50
3,870.00
4,200.00
2,482.14
5,000.00
5,000.00
2,354.79
6,200.00
6,300.00
2,616.14
6,200.00
6,300.00
26,672.57
55/674.00
57,337.00
10,125.52
23,000.00
21,000.00
120.75
500.00
250.00
906,412.13
1,626, 784.00
1,743,496.00
4,405.37
21 /767.00
130,435.00
4,405.37
21,767.00
130,435.00
TRAVEL
ThankYou